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Compromise Is Forecast in Paramount Cas*

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— you’ll never know the actual
capacity of your theatre until
you’ve played “The Big Parade ”
and “Ben+Hur.”

METRO-GOLDWYN-MAYER

The Life of the Party

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

VOL. XXXI, No. 1

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago. III., under the act of March S,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

September 17, 1927

In musical expression
the Wurlitzer is su-
preme as no other thea-
tre organ is so well
equipped for convey-
ing to the audience the
dr amatic import of
feature presentations.

The Wurlitzer Organ
is famous for its won-
derful range of tone
coloring which is one
of the features that
make it the leading mu-
sical attraction for mo-
tion picture theatres.

V/URuIZER Organ

BUFFALO
SAN FRANCISCO
CINCINNATI
DETROIT
KANSAS CITY
LOS ANGELES

NEW YORK

CLEVELAND

PHILADELPHIA

ST. LOUIS

CHICAGO

PITTSBURGH

FACTORIES, N. TONA WANDA, N. Y.

Tnrnriimi

but what kind are they?

BEERY

G^ HATTON

tj It means nothing for a company to have
a lot of stars. The question is: Who are they?
What kind of stars are they? Young folks 17
to 30 years of age compose 70% of motion
picture audiences. Restless, up-to-date young
folks. The class most affected by these chang-
ing times. €| Thumbs down, cries this youth-
ful hard-boiled public, on the doll-faced
heroines and too heroic heroes of yesterday.
Up with breezy Harold Lloyd, saucy Clara
Bow, regular-guy Richard Dix, virile Emil
Jannings, slam-bang Beery-Hatton, sophisti-
cated Adolphe Menjou. Spotlight for modern
stars sparkling with color, honesty, fun,
action. Spotlight, in other words, for Para-
mount stars, and curtain for the has-beens
and never-wases! Cold facts — box office
figures, fan mail totals, exhibitor reports —
prove the superiority of Paramount’s list.
Surround this stellar galaxy with the indus-
try’s shrewdest showman brains, the finest
resources, national advertising hitting
70,000,000 readers — and try and tie iC

stars— but whal

Harold Lloyd. More than a great comedy star — a j

keen, alert showman. Variety analyzed a year’s theatre grosses and named
Lloyd the biggest draw in the business! His latest production, which he is
now making in New York, will prove it anew. Produced by the Harold
Lloyd Corporation. A Paramount release.

Clara Bow. h»i of the hour. Million candle power ’’"It”

girl. 16,000 fan letters a month. Here now in "Hula.” Previous Bows pale
beside it. Coming in Elinor Glyn’s "Red Hair,” "Devil-May-Care.” A
Bow year!

¥--¥¥-*¥•¥--¥¥-¥***-¥■

Beery and Hatton. First of the comedy teams

— and still first. These hoys are naturally funny. Not near-Beerys — the
real thing. See "Fireman, Save My Child.” Watch for "Now We’re in
the Air,” "Now We’re in Dutch,” "We’re in Society Now,” "The Big
Game Hunt.”

Richard Dix. Real, fighting he-man. And they love him!

"Quarterback,” "Vanishing American,” "Knockout Reilly.” And now the
slashing two-fisted roustabout of "Shanghai Bound.” Then "The Gay
Defender,” and more.

Bebe Daniels. Screen’s best comedienne. Now at the

zenith of her popularity. And destined for even greater heights in "Swim,
Girl, Swim.” "Campus Flirt” type of story. Followed by "She’s a Sheik” —
and more. "Box-Office” her middle name.

kind are they?

Emil Jannings. Greatest dramatic artist on the screen.

The world marvels at "The Way of All Flesh.” His second American pic-
ture, "The Street of Sin” even stronger. Only from Paramount a Jannings!

* * * * * * * * * * * * . *

Pola Negri. Empress of emotions. "Barbed Wire” reveals

the new Negri. Photoplay hails her second for 1927-8, "Woman on Trial”
as "a glorious, extraordinarily fine picture.” All-star casts and directors.
Real stories. A super-Negri.

*************

Adolphe Menjou. Lover, new style. Don Juan in

evening clothes. "Service for Ladies” rated among first six of new season
by Photoplay. Then "A Gentleman of Paris.” "The Musician.” More.

*************

Fred Thomso J\. Biggest Western draw of them all.

Paramount rounds up the best, always. And Silver King. In a "natural”
special, "Jesse James” and another big special. And a series of rip-
snorting typical Thomsons.

GV_ adolphe MENJOU

l

*************

Florence Vidor. Lovely, gowned by Poiret. Class,

with a naughty twinkle in her eyes. At her best in "One Woman to
Another.” In "Honeymoon Hate,” from the Satevepost serial.

Zane Grey. Biggest name in Western stories. Zane Grey-

Westerns — the class product. Watch for "Nevada,” from American Maga-
zine serial. "Open Range,” Country Gentleman headliner.

cvAWas MEIGHAbU

CONKLIN djnd

gt^FI elds

Thomas Meighan, R„sged favorite. In stories of

"Tin Gods” type. Smashing action, big casts. "We’re Ail Gamblers.”
"The City Gone Wild.” And others.

*************

George Bancroft. Brand new style of star. Vil-
lainy with "it.” A mighty performance in one of the season’s best specials,
"Underworld,” the giant thriller sweeping the country. Now stardom.
Coming in a Joseph Conrad story, "Victory.” And in one roaring comedy

special with Chester Conklin — "Tell It to Sweeney.”

*************

Esther Ralston. "American Venus,” "Fashions

for Women,” "Ten Modern Commandments.” Paramount’s luscious blonde
has arrived! More alluring than ever in "Figures Don’t Lie.” "The Glory
Girl” and others.

*************

Fields and Conklin. Paramount originated

comedy teams. Naturally we can pick ’em and make ’em right. Fields,
whom Exhibitors’ Herald after "Running Wild,” calls the screen’s greatest
natural comedian. Conklin — well, you know what Chester means to a pic-
ture. Both of ’em in "The Side Show.” And more.
********** ***

Study the list again, gentlemen. Compare it freely with others. Then
you’ll understand why in Hollywood to become a Paramount star is to join
the major leagues. Paramount star — a mark of superior merit and drawing

power. Naturally your public and you won’t be satisfied with less!
********** ***

SPECIALS. Best of the stars, and specials like "Beau Geste,”
"Chang,” "Metropolis,” "Rough Riders,” "Beau Sabreur,” "Under-
world,” "Gentlemen Prefer Blondes,” "Tillie’s Punctured Romance.”
And more. Short features — Paramount

News, Paramount - Christie Comedies,
Paramount-Hortons, Paramount Novel-
ties, Krazy Kat and Inkwell Imps Car-
toons. Paramount — the whole show!

HOW MUCH
MONEY DO YOU
EXPECT TO MAKE
NEXT YEAR?

Whatever it is, it will he
more than you figured l

M-G-M exhibitors are making the money this year !
PICTURES like “Tell it to the Marines,” “Slide, Kelly, Slide”
“TWELVE Miles Out”

“ROOKIES,” “After Midnight” and the rest
ARE cleaning up, no mistake.

HOW about next year ?

WE’RE in a position to state that
M-G-M exhibitors will have
THEIR Biggest Year in ’27'’28.

A Star name on every picture you show!

WE’VE got that for next season.

AND our budget for stories and production is
PLENTY!

(continued)

(continued)

IF you can’t keep your house filled
WITH Chaney one week, Shearer the next,

GILBERT the next, and Garbo, Haines, etc., etc.

RIGHT down the line —

NOT to mention M-G-M’s Great Specials —

THEN you’d better quit strutting your stuff
AS a showman.

ANY theatre is strongly intrenched with M-G-M’s
BIG Parade of Stars plus
M-G-M’s equally high quality program of
JUNIOR Features —

M-G-M offers you only those short subjects
THAT add drawing value and class value
TO your program.

HOUSE-fillers, not time-fillers !

HAL Roach Comedies build patronage —

“OUR Gang,” “Charley Chase,” “Max Davidson,” “AlbStar”
GREAT Events in Technicolor — M-G-M Oddities —

THOSE are the cream, boys !

AND M-G-M News will give other newsreels
SOMETHING to think about—

WE urge all exhibitors to

EXAMINE the facts of all products for ’27'*28.

TAKE your time, there’s no hurry.

WE know that when all is said and done
YOU’LL go with the company that offers you
THE chance to make the most money
IN receipts! In other words —

established Favorite

Rudolph Schildkraut

This great artist is destined
to score new and greater
triumphs in a sensational
series of characterizations
on the P ATHE-DE MILLE
PROGRAM 1927*28,

the screen’s most versatile actor

.

“ A work of art and
fine entertainment.
Rudolph S c h i l d •
kraut’s performance
as the doctor is a
masterpiec e.’’
— Photoplay

‘The COUNTRY
DOCTOR”

^RUDOLPH SCHILDKRAUT

JUNIOR COC-H LAN - VIRGINIA BRADFORD-
and FRANK MARION
SCREEN PHY BY BEULAH MARIE DIX ADAPTED EROM STORIES by
IZOLA FORRESTER AND MANN PACE ••• SUPERVISED BY

BERTRAM MILLHAUSER -directed uvRUPERT JULIAN

PRODUCED by De MILLE PICTURES CORP.

f elected by Photoplay as one of
te six best pictures

Pafhe Exchange, Inc.

Oe Micle studio pictures - pathe' news

Pathe westerns - PATHESERIALS - PATHECOMEDIES

Foreign Distributors Producers International Corporation. 130 West 46th Street, 'FT. Y.
WILLJAM M. VOCEL. General Manager

HR

NEWSRIil

PATHE NEWS

world’s great-
est newsreel,
recording FIRST every important
happening in every part of the
world— is a thrilling, breath-tak-
ing triumph of realistic entertain-
ment—

TRUTH IS STRANGER THAN FIC
TION, and twice a week patrons of
the best motion picture theatres see
flashed on the screen in Pathe News a
marvelous pictorial panorama combin-
ing all the thrilling drama, heart-touch-
ing pathos and tragedy, rib -tickling
humor and awe-inspiring spectacles
garnered from all comers of the earth
by the unrivalled news gathering or-
ganization of Pathe cameramen. Thou-
sands of wise showmen are advertising
and boosting this great entertainment
feature and reaping a harvest of good
will and dollars at the box-office. (Issued
twice a week.)

, * **%% %

- •**»**:*.'*£■*». «'

There is no substitute for Pathe
News — for 16 years the worldfs
leading newsreel .

Pathe westerns - path£serials - Pathecomedies

De Mille studio pictures - pathe* news

Member of Motion Picture Producers and Distributors of America,
Will H. Hays, President

3

September 17, 1927

EXHIBITORS HERALD

New
Spice for
Your
Trogramsf

Short Feature Show

RECENTLY we viewed a program of short subjects
which afforded a complete show in itself. The pro-
gram consisted of a group of Educational Pictures pre-
sented by Mr. E. W. Hammons at a private exhibition in
Wurlitzer Auditorium, New York City. This exhibition
came to us as renewed evidence of the splendid type of
entertainment which short subjects, of good quality and
proper selection, afford. This program as presented by
Mr. Hammons was a thoroughly good show — so good that
we believe it would be able to contend successfully
against the usual type of program offered by leading pic-
ture theatres.

This program had in a full measure the extremely
valuable element of variety. From the opening cartoon
novelty to the closing two-reel comedy the program
moved swiftly, without limp or pause. It contained a lot
of unfailing comedy, together with considerable material
of general interest. It would have offered stiff competi-
tion to any average program of the usual kind and we
have seen many programs built around even so-called
specials which afforded considerably less real entertain-
ment.

This exhibition also impressed us with the very fine
progress that is being made in the betterment of short
subject quality. The pictures individually and col-
lectively reflect much credit upon the producers and

upon the distributor. Exhibitors Herald

Felix the Cat

in “The Non-Stop Fright”
‘Laughable from beginning to end.”

— Motion Pictures Today

Outdoor Sketches
by Robert C. Bruce
“The Cry of “The Hot

Winter” Place”

“Beautifully and artistically photographed.”

— M. P. World

Lloyd Hamilton
in “At Ease”

“Lloyd Hamilton at his best .... Book it
for an ace.” — Film Daily

Kinograms — News Reel
“All that could be desired in an up-to-date
news reel.” — M. P.World

Lupino Lane
in “A Half-Pint Hero”

“Screamingly funny.”

— Motion Pictures Today

“Holly-Nuts”

Curiosities — The Movie Side-show
“Photography is excellent . . . idea is novel
. . . incidents refreshing.” —Film Daily

Dorothy Devore
in “Up in Arms”

“Exceptionally fast and peppy.”- M. P.World

C( Educational exhibited representative
issues of their various series of offerings for the
1927-8 season. . . . Each was an excellent example
of its class, and promises well for Educational s
product for the new season. _M. P. WORLD

. — -

^Si

“THE SPICE OFTHE PROGRAM”

\ /

Member, Motion Picture Producers and Distributors of America, Inc. Will H. Hays, president

4

EXHIBITORS

HERALD

September 17, 1927

KE Lighthouses
the theatres of
FOX PROFIT PICTURES
beacon-lights of sound

LOEW’S CIRCUIT
N. L. NATHANSON
COMERFORD CIRCUIT
STANLEY-FABIAN CIRCUIT
SCHINE CIRCUIT
GREENFIELD CIRCUIT
UNIVERSAL THEATRE CIRCUIT
E. J. SPARKS CIRCUIT
BUTTERFIELD CIRCUIT

17 Theatres Metropolitan district of New York City and Brooklyn
Famous Players — Canadian Circuit
59 Theatres in Pennsylvania
New Jersey

42 Theatres in the state of New York

San Francisco — Sacramento — Santa Cruz and Honolulu
Seattle and State of Florida

Jacksonville — St. Petersburg and West Palm Beach

Grand Rapids — Lansing — Saginaw and 8 other Michigan cities

It will pay you to study

Loves of CARMEN

Victor McLaglne

Dolores Del Rio

SILK HATS

Madge Bellamy Victor McLaglen

Edmund Lowe

PAID TO LOVE

George O’Brien Virginia Valli

THE COMEDIAN
Greta Nissen
THE ESCAPE

Janet Gaynor Charles Farrell

HANGMAN’S HOUSE
Charles Farrell Virginia Valli

Victor McLaglen

COME TO MY HOUSE
Olive Borden

2 GIRLS WANTED

Janet Gaynor

SINGED
Blanche Sweet

PAJAMAS

Olive Borden

THE JOY GIRL

Olive Borden Neil Hamilton

September 17, 1927

EXHIBITORS HERALD

5

guiding navigation
these men who play
dot the country with
showmanship.

DIPSON-ZIMMERMAN CIRCUIT
SMALL-STRAUSBURG CIRCUIT
C. H. BUCKLEY
HARRY GOLDBERG
LOUIS MARCUS
REGORSON CORPORATION
WILMER & VINCENT
NATHAN YAMINS
MERLE DAVIS

Buffalo — Cleveland and Pittsburgh territories
30 Theatres in Brooklyn and Long Island
Leland & Clinton Sq., Albany
Omaha and Nebraska Circuit
Salt Lake City

Eastman Theatre, Rochester, N. Y.
Harrisburg, Pa.

Fall River, Mass, and Newport, R. I.

Butte, Montana

their campaigns on

EAST SIDE, WEST SIDE
George O’Brien Virginia Valli

NONE BUT THE BRAVE
Madge Bellamy Edmund Lowe

SILK LEGS
Madge Bellamy

LUNA PARK

Victor McLaglen Greta Nissen

Charles Farrell

FRENCH ANKLES

Madge Bellamy
WIDOW-IN-LAW
Sally Phipps
HOLIDAY LANE
Earle Foxe

SUGAR DADDIES PUBLICITY MADNESS

Mary Duncan Lois Moran Edmund Lowe

THE GAY RETREAT HIGH SCHOOL HERO

Sammy Cohen Ted McNamara Sally Phipps

THE UNKNOWN BEAUTY VERY CONFIDENTIAL

Olive Borden Madge Bellamy Mary Duncan

and in addition

WHAT PRICE GLORY

Victor McLaglen , Edmund Lowe , Dolores Del Rio

6

EXHIBITORS HERALD

September 17, 1927

Th e Martin Johnson African Expedition Corporation announces a

DRAMATIC SCREEN NARRATIVE

THE

OF

Produced and Photographed by M ART IN and OSA JOHNSON

This production, now in preparation by Mr. Johnson with the
editorial assistance of Terry Ramsaye, presents an adventure
tale of thrills without parallel in screen achievement.

It is a drama of desperate realities, picturing indisputably wild
beasts of jungle and veldt and the wild savages of Africa in
the lives they live and the deaths they die — naked men against
tooth and claw.

"Simba” portrays, incidentally, the adventures of the famous
Mr. Johnson and his intrepidly courageous wife, Osa, on the
safaris by which they recorded this amazing story.

The story itself is interwoven with the high excitements of a
river crossing amid hundreds of hungry crocodiles, encounters
with the giant rhinoceros, native spearmen pursuing the great
hippopotamus. High climax is reached in the

MAD ELEPHANT STAMPEDE
IN THE BURNING JUNGLE

A Spectacle That Only Fate Could Hare Staged

September 17, 1927

EXHIBITORS HERALD

7

And a supreme natural drama is presented in

THE LION WAR of
a LUMBWA TRIBE

A savage king and his warriors fighting for the lives of his tribe
and herds against an invading wave of murdering lions — a
story of wild black life, a strange marriage, barbaric society,
spears and desperation.

The Johnsons’ cameras take you there, a-foot, alongside and
into the thick of it — a terrific adventure, tremendously told.

"Simba” is the culminating achievement of a career of twenty
years on danger trails, in a life story going to the millions in
forthcoming issues of:

SATURDAY EVENING POST
AMERICAN MAGAZINE
COLLIER’S WEEKLY

LIBERTY

Also in a syndicated series to 1,200 newspapers — and
pictorially in all the leading rotogravure sections.

Here is star and box office value, created by sheer force of fact
and personal attainment — automatic, genuine, inevitable.

It is presented with new elements of novelty of portrayal and
with a new screen technique.

MARTIN JOHNSON AFRICAN EXPEDITION CORP.

30 Church Street DANIEL POMEROY , President New York City

DELINEATOR
NEW YORK TIMES
GOOD HOUSEKEEPING

8

EXHIBITORS HERALD

September 17, 1927

Don't Feel
Disappointed

C. Perhaps you expected too much. Miracles. Hokus-
Pokus. Legerdemain. You should have known better.

CL Maybe you’re feeling disappointed because you
didn’t even see a job up to the standard you have
been accustomed to. But you shouldn’t feel surprised.

C. The world didn’t change overnight just because
Somebody waved a magic wand. EXPERIENCE is
still King. ORGANIZATION is still supreme. PER'
FORMANCE still laughs at promises.

CL There’s a deft, sure touch of showmanship and
news skill about INTERNATIONAL NEWSREEL
that you shouldn’t have expected to find in the work
of experimenters. There’s an efficiency born of ex-
perience in UNIVERSAL’S distribution of Interna-
tional Newsreel that you must give the other fellow
time to learn.

CL Give him time. But don’t pay for his education.

CL Most of you weren’t disappointed. You had your
feet on the ground!

CL Because INTERNATIONAL NEWSREEL is
today setting new records in renewals, volume of new
booking, and quality of representation.

CL It is inevitable. Every old INTERNATIONAL
NEWSREEL account is automatically a new account.
Once International, always International.

CL And the biggest of circuits and first-run houses,
shrewd small-town accounts saw International sweep
all before it last year in news-getting skill, and leave
competition behind in cramming every foot with
AUDIENCE meat, ENTERTAINMENT value.

CL They know there is only one INTERNATIONAL
NEWSREEL. And their response means that —

CL THIS IS INTERNATIONAL NEWSREEL’S
GREATEST YEAR!

CL For which we thank you!

Sitting on Top of the World— That's Universal /

th<

I/A RED-LETTER DAY IN MOTION
PICTURE HI/TOKY.- TODAY FIR/T
NATIONAL XMA/HE / THE TRADE
TRADITION/ OF 20 YEAR /.-

TODAY- THANK/ TO

FIRST NATIONAL

\i& EXCLUSIVELY0

BETTER WAV
TO

1906-1026

The Dark Ages for the Exhibitor
...You NAD to buy the season' s
product SIGHT UNSEEN... Old
boy Caveat Emptor ["Let the
buyer beware"] reared his ugly
map at every buying confer-
ence . . . While business men in
every other line were buying
from Samples, right off the
shelf, YOU floundered in a flood
of Promises for Pictures that
hadn't even reached the Pro-
duction Conference stage!— But
that condition couldn't last for-
ever... Sane, modern business
methods HAD to come ... So
once more FIRST NATIONAL
pioneered, and—

YOU CAN BUY

DUCT RIGHT OFF

s a Fact

It's Revolutionary but
—Today there are on
every First National I
the prints of Twelve Cl

hand in

anee

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$8 titles in THE SHOWMAN'S
GROUP. •>They're there for you

MAKE A DATE TO HAVE TUEf E 12 f UOWMAN'f

DAY /e„A 76/927

I FIR/T NATIONAL'/ 1027-28 PRO-
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V

£#5

mWm!:

RIGHT NOW,

BEFORE YOU TURN
ANOTHER PAGE OP
THIS MAGAZINE ,

PHONE

PERSONALLY INSPECT
THE SHOWMANS GROUP/

EXHIBITORS

HERAL

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

♦07 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 32

Presentation Acts 34

The Theatre 46

The Film Mart 44

Classified Advertising so

The Box Office Ticker 49

“What the Picture Did for Me” 51
FEATURES

Los Angeles, by Ray Murray.... 24

Re-Takes 31

Pictorial Section 25

Service Talks, by T. O. Service 43

Letters from Readers 48

Chicago, by W. W 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

This Issue —

AMICABLE settlement of Paramount-Trade Commission case is
1 seen as new delay is granted; P-F-L given 60 more days to
comply; Conference by November 1 indicated.

CIVIC bodies hit dog races cutting into theatre trade; Industry
eyes campaign launched at St. Louis; Houston faces threat;
Britons see menace.

T NDUSTRY pauses to pay final tribute at Marcus Loew funeral;
J- Two thousand stand with bowed heads while brief ceremony is
conducted. 1 : 0i

i j -jdul

SEVENTY-FIVE exhibitors protest against “bunk” from many
salesmen; Declare giving real information about pictures in-
stead of adjectives would bring more contracts.

''FEN suggestions on how to preserve
-*• prints are offered by Herbert J. Yates
of Consolidated Film Industries Engi-

neers push plans for Convention Septem-
ber 26-29.

TJ OSTON not overseated, survey shows;

Public demands deluxe theatres;
Shortage of seats in super-theatres points
to packed shows for B. F. Keith Memorial
house.

l\/r ARTIN J. QUIGLEY, in editorial arti-
cle on advertising pictures, declares
solution of industry's problem may be
brought about through the theatre — and
only through the theatre.

CRITICAL collegians present problems
to theatre owners and delight in pick-
ing shows to pieces, says observer; Situa-
tion calls for tact.

F' OX-CASE Movietone records Mussolini

-L address to America Indiana blue law

will be tested at Warsaw — Cincinnati puts
ban on "Callahans” picture.

BIBLE class protests to Hays against
producers ridiculing church in pic-
tures; American Society of Cinematog-
raphers gives banquet on Coast to new
members.

CZ MASHING of attendance and receipt
records by “What Price Glory” con-
firms Winfield R. Sheehan as ace show-
man; Ignored chorus of advice.

/"VRGANIST loses two fingers Charley

Bowers goes to Coast to make .series

of comedies for Educational Distributing

prizes in audience is illegal, Chicago offi-
cial holds.

Complete Reports on Presentations
in 40 Theatres Appear in This Issue

14

EXHIBITORS HERALD

September 17, 1927

EXHIBITORS

HERALD

Qhe independent Srade ^aper
Martin J. Quigley, Publisher Editor

Published Erery Wednesday by

Quigley Publishing Company
Publicafion Office: 407 So. Dearborn St., CHICAGO, U. S. A.

Marti* J. Quigley, President

Eowiw S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI September 17. 1927 No. 1

Advertising Pictures

THE motion picture industry has been pleased to re-
gard itself as a well-advertised business. In a strict
sense this is far from the truth. The industry is the bene-
ficiary of a great deal of indirect publicity because of the
public’s interest in screen personalities and because of the
allure which surrounds the business. But the industry
and what the industry has to offer have never been either
adequately or intelligently advertised.

There seems to be an impression in certain quarters
that the use of a few national magazines by a few com-
panies means advertising the industry. This effort, effec-
tive and important as far as it goes, hardly scratches the
problem. In a few of the large centers a modicum of
advertising is obtained in connection with newspaper an-
nouncements of theatre attractions. But even with this
added it may be said that the industry is practically with-
out advertising. It is only the nature of the business
and not any positive action on the part of the industry
which has kept it in the public eye. But the attention
which is thus gained for the business is of an irresponsi-
ble character and does not in any way accomplish the
job of selling pictures to the public and keeping that
public sold on pictures.

However, the notion — which is entertained in various
quarters — that producers and distributors will some day
be able to go into extensive advertising campaigns which
will result in the direct selling of the public is distinctly
and completely visionary. It is the product of little
knowledge of advertising and little knowledge of how the
various branches of the industry should function.

The only broad and sweeping advertising effort to the
general public which the industry can now — or ever will
be able — to make is through the theatre. Although the-
atre advertising on the whole now reaches an astonishing
total, the industry is not being adequately advertised be-
cause this advertising is not properly linked up with the
main interests of the industry and because it is not ex-
pertly and wisely directed.

* * *

THE advertising problem of the producer and distri-
butor has been repeatedly studied by the best adver-
tising brains in the country and the unanimous conclusion
is that national advertising, as such, cannot be economic-
ally maintained in the necessary volume. In other words,
the nature of the business is such that the advertising
problem cannot now or later be solved either by indi-

vidual or collective effort on the part of producers and
distributors. The cost of national advertising as com-
pared with the possibilities of income by the producer
is such that he simply cannot even nearly afford national
advertising.

Therefore the producer cannot solve the problem
through direct expenditure on his own account.

A solution of the industry’s advertising problem may,
however, be brought about through the theatre — and only
through the theatre.

It need hardly be recorded that the attitude and dis-
position of the newspapers of the country are of para-
mount importance to the business. The producer is in
no position whatsoever to influence and guide the news-
papers. But the reverse is true with respect to the ex-
hibitor. He is a client of the newspaper and a factor
in the community the newspaper serves. Newspapers
will listen to the exhibitor while they will only laugh
at the pleas or at the criticism of the producer. As
news personalities producers count with the newspapers
but their standing ends there.

The industry is un-advertised now and will continue
to be un-advertised as far as the efforts of producers go.
Despite the huge volume of theatre advertising that is
placed in the newspapers of the country the business is
not properly advertised because exhibitors are not united
in their aims and objectives; because they are not sup-
plied with proper and adequate material with which to
assist in the job of advertising the business and because
they have been relying upon the producer to do some-
thing which he has attempted, perhaps, to do but some-
thing which he is incapable of doing successfully.

An intelligent awakening is very much in order. It may
not be the industry’s greatest problem but it would be
difficult to conceive of one of greater consequences.

* * -X-

ADVERSE publicity has already been very costly to the
l business. Under the present disorganized arrange-
ment another avalanche of adverse publicity may strike
the business at any moment. In every instance of this in
the past the producer has been incapable of influencing
the newspapers one iota. Whatever relief has been
gained has been gained through the efforts of the exhibi-
tors. But even these efforts have only been partially
effective because at the moment any crisis strikes no or-
ganized and united effort is put forth; the business has
just simply been sailing along on a calm sea without any
thought of a possible storm.

The thing that is badly needed is a realization on the
part of producers that they and the industry as a whole
must depend upon the theatres for advertising, for main-
taining a front for the business before the general public
and for systematically seeking to prevail upon the news-
papers to mirror correctly the industry in their columns.

The producers’ proper and most effective means of
communication with the exhibitor is through the trade
press. Instead of using such space as may be available
to him merely to make announcements of his pictures
or to boast tediously of his successes, personal and cin-
ematographic, he should remember that each exhibitor
addressed is potentially able to influence thousands of the
public if he is supplied with the right material with
which to do it.

The idea of going around the exhibitor and reaching
the public direct is an idle dream. It is absurd prac-
tically and unsound economically. The exhibitor’s proper
place in this business is that of the contact man between
the producer and the public.

Up to the present time the trade press — without any
pertinent help from the producer — has carried on the
job of rendering essential service to the exhibitor. If
due progress is to he made in strengthening the adver-
tising front of the industry, producers must accept the
responsibility and opportunity of their position in the
matter.

September 17, 1927

EXHIBITORS HERALD

15

Amicable End of Paramount
Case Seen; New Delay Granted

Trade Body Gives P-F-L
60 More Days to Comply

Decision Indicates Conference on Block Booking
Will Take Place Before November 1

(Washington Bureau of The Herald )

WASHINGTON, Sept. 13. — Possibilities of an amicable settlement of
the Federal Trade Commission’s case against Paramount are seen in the
granting last week of an extension of 60 days in the time within which
the company must comply with the commission’s order of July 9, requir-
ing Paramount (then Famous Players-Lasky Corporation) and Adolph
Zukor and Jesse L. Lasky to cease and desist from “continuing a conspir-
acy among themselves or with other persons to lessen competition and
restrain trade; the practice of block booking; and acquiring or threatening
to acquire theatres for the purpose of coercing exhibitors to book films of
the defendant company.”

Indicated Conference Before Nov. 1

The commission’s announcement of the extension of time granted Para-
mount indicates that the contemplated trade practice conference of the
motion picture industry will take place within the 60-day period of grace
granted, or before November 1. The conference is to consider the ques-
tion of voluntarily banning block booking and other practices complained
of by the commission and, if such action is taken, and Paramount agrees
to abide by the code of ethics drafted by the industry, no further action
will be taken by the commission with respect to its July order.

Cities Need Motion
Pictures Declares
Newspaper Writer

(Special to the Herald)

BROOKLYN, Sept. 13. — Commenting
on the recent closing of motion picture
theatres in Chicago, an editorial writer
for the Brooklyn Daily Eagle points out
the dangers of a city without pictures.
He has this to say:

“No doubt there are plenty of persons
who fail to see anything alarming in a
situation of this kind (a city without
pictures) but that is a superficial view.
To eliminate movies from city life, with-
out putting something in their place
would be serious in the extreme. . . .
To balance things one has to consider
what the millions of persons who now
spend their time in the comparatively
harmeless movie theatres might be do-
ing if they lacked that diversion.”

Labor Commission Will
Quiz Film School Man

(Special to the Herald)

HOLLYWOOD, Sept. 13.— The state
labor commission issued a summons last
week ordering U. A. Dailey, film school
proprietor, to appear before the commission
to answer a charge of violating the em-
ployment agency act by operating without
a license.

According to Charles S. Lowl, attorney
for the labor commission, Dailey’s school
has been offering free screen tests to in-
duce prospective screen actors to pay $250,
for a course of instruction in acting and
a nromise of employment, when it was com-
pleted.

Sunday Chautauqua, So
Farewell Blue Laws

(Special to the Herald)

AUDUBON, IA., Sept. 13. — Repeal this
week of the two-year-old blue law passed
by the city officials of Audubon, la., fol-
lowed a protest presented a few weeks ago
by E. M. Johnson, motion picture manager,
after a Chautauqua company had been per-
mitted to put on a Sunday concert. Mr.
Johnson pointed out to the city council that
the entertainment given by the company,
came under the blue law and asserted his
own rights in the matter. Many protests
against the law have been filed in the past
two years. The repeal becomes effective at
once and the motion picture house will
show Sundays.

Frankie Darro Saves
Mother, Reports Say

( Special to the Herald )

HOLLYWOOD, Sept. 13. — Frankie
Darro saved his mother from being
crushed under the heels of a horse re-
cently, according to reports from F B O.
Mrs. Darro’s horse threw her when a
snake ran across the path, and Frankie
succeeded in dragging his mother from
under the heels of the horse.

Edward Hearne is nursing a broken
rib as a result of a fight staged by him
and Tom Tyler during the filming of
F B O’s “The Desert Pirate.”

A large number of industries have met
in similar conferences, discussed unfair
methods of competition and adopted rules
of practice. If the conference represents
a substantial majority of an industry, the
rules it adopts become the standards of
practice for the entire industry, and the
failure of any member to abide by them
results in action by the commission.

Will Cooperate in Sessions

“Extension for the second 60-day period
was requested by the respondents so they
could participate in a trade practice con-
ference of the entire motion picture in-
dustry likely to be held soon under au-
spices of the Federal Trade Commission,”
it was explained at the offices of the com-
mission.

“In requesting the extension the Famous
Players and Messrs. Zukor and Lasky,
through their attorneys, announced their
desire to cooperate in the trade practice
conference in working out a set of well
defined trade principles to be followed by
the industry in the future. It was on
these grounds that the commission granted
the request.

“Further action by the Federal Trade
Commission in respect of the pending or-
ders against Famous Players-Lasky and
Messrs. Zukor and Lasky will depend in
some measure upon the results of the trade
practice conference and upon whether or

not the unfair practices condemned by the
conference, and which the industry will un-
dertake to eliminate will cover to the satis-
faction of the commission the acts with
which the respondents are charged. In
particular it would depend on whether or
not the respondents agreed to refrain from
the unfair practices condemned by the con-
ference.”

Distributing Prizes to
Patrons Illegal, Says
Chicago Law Official

It is illegal for owners of motion picture
theatres to distribute prizes among patrons,
according to an opinion Monday by Francis
J. Vurpillat, assistant corporation counsel.

Isis Theatre, Houston,
Has $2000 Fire Loss

(Special to the Herald)

HOUSTON, Sept. 13.— Will Horwitz’
Isis theatre was damaged to the extent
of $2,000 by fire originating in the boiler
room recently. Patrons were ushered
out of the theatre without any semblance
of a panic. Firemen put out the blaze
before it spread beyond the basement.

Bible Class Protests to Hays Against

Producers Ridiculing Church in Films

( Washington Bureau of the Herald)

WASHINGTON, Sept. 13. — Tactics of some film producers in portraying
ministers, church elders, and deacons and congregations in ridiculing fash-
ion are assailed in a letter to Will Hays yesterday by the Men’s Bible Class
of the Wallace Memorial Presbyterian Church.

Following indignant discussion of film characterizations, the class deter-
mined to seek the assistance of the Ministerial Association of the District of
Columbia in an effort to make its protest effective.

16

EXHIBITORS HERALD

September 17, 1927

NEW YORK. — Jim Beecroft says he will
attend the film tournament for gas-
tronomical reasons, but does not choose to
play golf that day. . . . Ned Depinet says
the fight fans who go to Chicago and fail
to get good seats can find just as good
entertainment seeing “The Patent Leather
Kid,” which will be playing there during
fight week. . . . Phil Payne, lost when Old
Glory disappeared over the ocean, had many
friends in the film industry, and seldom
missed a film function. . . . J. Robert Rubin
and Dave Bernstein of Metro and Loew’s
respectively, arrived from Europe in time
to attend the funeral of Mr. Loew. . . .
Col. Fred Levy, First National potentate
from Louisville, came to New York last
week, via Atlantic City, where he picked up
Sol Lesser. . . . Henry Ginsberg and bride
return this week from a honeymooning trip
to Europe. . . . Fred Cruise, genial mana-
ger of the Rivoli, has been promoted to the
management of the Million Dollar theatre
in Los Angeles. . . . Sam Eckman’s Euro-
pean trip has been postponed indefinitely
owing to the death of Mr. Loew. . . . Joe
Kennedy, F B O big chief, who has been so-
journing in the White Mountains for the
past month, will remain there until the hay
fever season is over on the lowlands. . . .
Victor Shapiro challenges anyone in the in-
dustry to roll up a bigger score than he
does at the film golf tournament and A l
Feinman is practicing up before accepting
the defii. . . . Joe Schenck is due from the
Coast late this week. . . . Harold Lloyd
shooting pictures in the East, has quit talk-
ing about California weather and is now
boosting the brand being served in New
York. . . . Sam Sax is still leaving “next
week” for the Coast and if he doesn’t get
started this time, will be asked to furnish
an alibi. . . . Larry Moen, trade paper man,
is showing directors a burst of speed by
finishing up a half dozen good two-reelers
in record time. . . . Henry King boosted
his golf handicap downwards by telling
Bruce Gallup about winning a cup with an
83 score just before leaving the Coast.
. . . Morris Safier, head of Warner Broth-
ers extended run department, has returned
from a two weeks Southern trip. . . . A l
Christie has returned from Europe and will
leave this week for the Coast to buckle
down to making some more good comedies.
. . . Ralph B. Williams, Universal district
manager in Atlanta, spent last week at the
New York office in conferences with Dan
Michalove. . . . John Flinn, who has been
on the Coast for the past month, is expected
back in New York next week. . . . George
Bradley has joined Zit’s and has established
a motion picture department under the title
“Moviematters”. . . . Harrv Reichenbach,
accompanied by his better and handsomer
co-star, returned last week from a month’s
stay in Europe, much refreshed in health
and pocket through visiting Paris and Deau-
ville. — SPARGO.

“Harvester” Will Have
Its World Premiere at
Circle , Indianapolis

( Special to the Herald)

INDIANAPOLIS, Sept. 13.— As a
tribute to Gene Stratton-Porter, F B O
will hold the world premiere of “The
Harvester” at the Circle theatre, India-
napolis. The author who wrote the
novel from which the picture is made
lived in the city for many years.

471 Chicago's new Film Board of Trade
(top) wheels the heavy artillery
into action for the season. Standing
(L to R) : Carl Harthill, Columbia;
Irving W. Mandel, Security; Felix
Mendelssohn, M-G-M ; Morris Heilman,
Reelcraft ; Paul Bush, Tiffany; Noil F.
Agnew, Paramount; H. D. Graham,
Pathe; C. R. Lundgren, Red Seal, and
Jimmie Gillick, Pathe. Seated : Louis
Abramson, chief clerk ; Harry Lorch,
Pathe-DeMille ; Carl Leserman, First
National; J. J. Sampson, F B O, presi-
dent; Earl Silverman, Warner Brothers;
Joe Abramson, secretary; F. C. Ander-
son, Greiver, and Clyde Eckhardt, Fox.
Others not in the picture are Dave
Dubin, Educational ; J. Murtagh,
Progress; B. N. Judell, Judell; W. W.
Brumberg, Universal ; E. L. Goldberg,
Paramount (Peoria) ; C. C. Wallace,
United Artists; David Heilman, Reel-
craft; Jerry Abrams, Gotham; and T.
C. Montgomery, Daily News.

^JT Left : They’ll be married in No-
^ vember. Richard Barthelmess, First
National star, says au revoir to Miss
Katherine Wilson after witnessing his
“The Patent Leather Kid” at the
Globe, New York.

4TT Bottom ; The Joint Board of Arbi-
tration, Chicago, gets down to busi-
ness. Left to right : Dubin ; Abram-
son ; Ludwig Siegel, secretary of the
Exhibitors Association ; Aaron Saper-
stein. Exhibitors Association ; Sampson ;
Sam Abrahams, Exhibitors Association ;
Brumberg; Eckhardt; Silverman; and
Charles Fideles of the Fashion theatre.

September 17, 1927 EXHIBITORS HERALD 17

Civic Bodies Hit Dog Races
Cutting into Theatre Trade

Industry Eyes Campaign
Launched at St. Louis

Houston Faces Threat of New Track — British Ex-
hibitors See Menace in Socalled Sport

Theatre interests throughout the country are watching developments
at St. Louis, where business and religious organizations have launched
a concerted drive against operation of dog racing establishments in the
county.

Hit Body Blows at Receipts

It is generally agreed among exhibitors that the dog races are hitting
heavy blows at theatre receipts, and in many places the blows are con-
sidered foul blows, with 95 per cent betting to 5 per cent entertainment,
while city and county officials wink at the open violation of anti-gambling
laws.

Mussolini* s Movietone
Talk to be Given with
Opening of “Sunrise”

(Special to the Herald)

NEW YORK, Sept. 13— The Fox-
Case Movietone is to present a Fox-copy-
righted address by Premier Mussolini of
Italy to the American public in connection
with the premiere of “Sunrise” Friday
night, September 23, at the Times Square
theatre. The speech will be. in English.
F. W. Murnau directed “Sunrise.”

The gross business of the Fox Film
Corp., in Europe will be doubled in the
next 12 months, according to W. R.
Sheehan, vicepresident and general man-
ager of the company, who has just re-
turned from Europe.

Indiana Blue Law to

Have Test in Warsaw

(Special to the Herald)

WARSAW, IND., Sept. 13.— Whether or
not theatres and motion pictures may op-
erate and be shown in Kosciusko county,
Ind., depends upon the outcome of actions
filed in circuit court at Warsaw against
Mr. and Mrs. Frank Parish, Charles Mc-
Auliffe, Lee McDonald and Dimple Van
Pherson, all charged with violating the In-
diana blue laws.

These five are charged with operation of
a motion picture show at Milford, Ind., 12
miles north of Warsaw. They had been
notified in advance by the county prosecu-
tor that such action would be taken if the
house again were opened on Sunday. Resi-
dents of Milford are said to be widely
divided on the question of Sunday shows.
Many business men have signed a petition
in favor of them, it is reported.

Cincinnati Puts Ban

on “ Callahan ” Picture

(Special to the Herald)

CINCINNATI, Sept. 13.— There will be
no showing of “The Callahans and The
Murphys” in Cincinnati this season. Deci-
sion to put a ban on the show, which
caused a near riot in New York recently,
followed a conference between local thea-
tre owners and Safety Director Grover
Smith. The Orpheum was the first to
withdraw the film and others followed suit
following the conference.

Seymour Stone Dies

After Auto Accident

( Special to the Herald)

BOSTON, Sept. 13. — The film district
was shocked to learn of the death, due to
burns received in an auto accident, of Sey-
mour Stone, formerly of the Paramount
and Metro staffs here, at Carrollton,
Ky., Saturday. The remains were brought
to his home in Dorchester, Mass., for serv-
ices and burial.

F-N Drive Shows Speed

( Special to the Herald )

NEW YORK, Sept. 13. — The Portland
exchange is leading the First National
John McGuirk Month booking drive
started Aug. 28. Competition is keen
in the race and all four districts are
working at top speed.

The races — if such they may be called
— have cut sharply into theatre business
in Texas, with a track at Galveston cut-
ting into the theatre business as far
away as Houston, and Houston show-
men are facing the threat of establish-
ment of another track in their city. At
Columbus, Ohio, there has been heavy
attendance at the racetrack in a suburb.

England Awake to Menace

Even in England the industry is awake
to the menace of the socalled sport, and
one writer in the Cinema charges that
“this silly game of dog deceiving with
a stuffed hare on a wheel has no relation
to sport.”

The writer points out that if motion
pictures were given editorial space in
the newspapers proportionate to the
relative attendance and advertising in
Greater London, motion pictures would
have 32 columns a day. He declares that
if the editors give all the space they
do to dog races because the papers have
an eye to circulation, “they surely must
be one-eyed, and that single optic must
have lost the movement muscles,” be-
cause “there are more film fans than
followers of any other kind of sport or
amusement” and “there would appear
to be more revenue.”

Medium-Priced Houses
Hurt at St. Louis

(Special to the Herald)

ST. LOUIS, Sept. 13. — Medium-priced
theatres of St. Louis are believed to
have lost considerable at the box office
as a result of the dog races, now the
objective of a protest campaign started
by religious and commercial bodies.

There are two dog tracks in St. Louis
county while a third is under construc-

Schenck Goes East;

Denies M-G-M Deal

(Special to the Herald)

HOLLYWOOD, Sept. 13— Jo-
seph M. Schenck, president of •
United Artists, left Friday for
New York. He denied he is going
East to fill the position left vacant
by the late Marcus Loew. He also
denied that any merger of Metro-
Goldwyn-Mayer and United Art-
ists is contemplated.

tion. Efforts are also being made to
construct such a track in the city proper.
The tracks are operating with the full
knowledge and consent of Governor
Sam Baker, a former school teacher;
Attorney General Gentry and the sheriff
and prosecuting officials of St. Louis
county. Why the authorities have taken
no steps to close the tracks and prevent
open gambling may best be explained
by such authorities.

The opening gun in the campaign
against the dog tracks was fired by
Archbishop John J. Glennon, head of
the Roman Catholic Church in the arch-
diocese of St. Louis, in a school sermon
at the St. Louis Cathedral.

He said the dog races are “five per
cent sport, and 95 per cent gambling,”
and he charged they are a strong force
tending to instability of home life.

“It is a sad thing, he declared, to see
men and women go night after night
and put up money they have earned dur-
ing the day. And of course they lose
it. That is a mechanical, mathematical
necessity.”

Leading Protestant and Jewish clergy-
men later endorsed the archbishop’s
views.

The Thirty-ninth Street Business and
Improvement Association of St. Louis
has called a public mass meeting tomorrow
at the St. Louis Public Library to dis-
cuss ways and means of forcing the
authorities to close the tracks.

Houston Exhibitors Face
Menace of Another Track

(Special to the Herald)

HOUSTON, Sept. 13.— Talk of es-
tablishing a greyhound track in Hous-
ton, while there already is one accomo-
dating 15,000 people at Galveston, 50
miles away, has made the showmen of
Houston sit up and take notice for the
protection of their interests. Box office
receipts are impaired seriously every
night. The Houston Electric Railway
Company runs a special train nightly
from Houston to the dog track, where
admission is free, the income being made
off betting.

Eddie Breamer, manager of the Ma-
jestic, lists the races as his biggest com-
petition on every box office report that
he sends in to his home office. The
races are listed on the Publix state-
ments, and also the Horwitz house re-
ports.

18

EXHIBITORS HERALD

September 17, 1927

Boston Not Overseated; Public
Demands Deluxe Theatres

Shortage of Seats in Super-Houses Points to Packed Shows for B. F.
Keith Memorial Opening Next Year

(Special to the Herald)

BOSTON, Sept. 13. — When the Publix Metropolitan opened its doors
two seasons ago as the largest theatre in Boston, fear was expressed
on many sides that the Metropolitan would find many seats vacant
while some of the nearby downtown theatres would soon be closing for
good.

TWO seasons have passed and neither
prophecy has come true. Another
super-theatre is now well under way and
will open in about a year, the new B. F.
Keith Memorial. Until then, Boston will
have to find sufficient seats in existing
houses, a problem becoming more and
more difficult. There is a decided short-
age of seats in Boston and it will have
grown to assimilate the new Keith the-
atre when it opens.

Overseating is seldom found in New
England. There are a number of worn
out theatres which are still trying to at-
tract audiences which will not be at-
tracted. They provide equally good pic-
tures and charge practically the same
admission as the modern picture palaces
but they give far less in return.

There is a psychology about the new
theatre which breathes comfort, enjoy-
ment— and a good program. It has been
repeatedly demonstrated in Boston that
an old theatre may provide a better film
but not draw the crowd.

All of which has led to a discussion
here as to what constitutes the life of a
theatre, meaning the physical property.
The Keith-Albee interests have torn
down the perfectly good, but oldfash-
ioned, Boston theatre, with its three
balconies and its vast seating capacity,
to replace it with the new Keith Memo-
rial, with a single balcony and increased
seating capacity. The Boston was one
of the strongholds of the spoken drama
for two generations. The theatre was
worn out.

In spite of the vast sums which go
into construction of the de luxe theatres
of today, the public will tire of them
more quickly than it did of the old. Vet-
eran showmen agree that after a dozen
years today’s de luxe theatres would
cease to pay. One Boston owner of val-
uable theatre property declared he
charged off twelve per cent annually for

depreciation on his buildings, thereby
placing eight and a half years as their
life.

Is Boston overseated? No. The de
luxe theatres are always filled. Fre-
quently their overflows find their way
into the less modern structures. Boston
is conservatively increasing its seating
capacity. There may be an overabund-
ance of seats in the legitimate theatres
and it is doubtful if many of them can
be successfully remodelled into motion
picture theatres. Box office records of
all downtown film theatres show a con-
siderable increase of business over last
year. Conveniently located suburban
theatres show similar gains.

Organist Loses Fingers

(Special to the Herald)

NEW HAVEN, Sept. 13.— The unex-
pected slip of a blade on a paper cutter
has threatened the career of Donald
Wrisley, organist at a local theatre. The
blade cut off the ends of two fingers and
a thumb.

KEY TO CHART OF
BOSTON SEAT
SITUATION

MAP 1. DOWNTOWN BOSTON

I— METROPOLITAN, Publix, largest in New Eng-
land, feature and presentation. 2 BEACON, New

England Theatre Operating Co., double features.

3 — MODERN, same. 4 KEITH-ALBEE BOSTON,

feature and vaudeville. 5 WASHINGTON STREET

OLYMPIA, feature and vaudeville. 6 GLOBE,

Loew circuit. 7 BOWDOIN SQUARE, double fea-
ture and vaudeville. 8— —CASTLE SQUARE. 9

GAIETY. 10 — KEITH.

I I— NEW KEITH MEMORIAL, under construc-
tion. 12— COLUMBIA, Loew circuit. 13— PARK,
formerly legitimate theatre, now being remodeled

for pictures. 14 SCOLLAY SQUARE OLYMPIA,

Olympia Theatres Co. 15 OLYMPIC. 16 STAR.

17— LOEW’S ORPHEUM, feature and vaudeville.

18 — PALACE. 19 — STRAND.

20 TREMONT TEMPLE, formerly home of

roadshows but now closed. 21 — -TREMONT, avail-
able for roadshows during summer, but a “legit”
during winter. 22— MAJESTIC, “legit,” occasion-
ally available for roadshows. 23 LANCASTER,

double features.

In addition the following are classed as down-
town theatres although not in the heart of the
shopping district :

LOEW’S STATE, Huntington avenue near Mas-
sachusetts avenue. Feature film and presentation.
EXETER, Exeter street, independent theatre, dou-
ble features. FENWAY, Huntington avenue near
Boylston street, formerly leading Publix house,
double features. NATIONAL, 533 Tremont street,
seating 3,000. UNIQUE, 700 Washington street.
WASHINGTON, 722 Washington street.

MAP 2 (CIRCLE)

Boston's area is very limited and many of its
suburbs are within easy patronage. One may step
into a subway train downtown and in six minutes
step to the door of the University Theatre in Har-
vard square, Cambridge; to the theatres in Cen-
tral Square, Cambridge, in South Boston and East
Boston, Allston, Brighton, Dorchester and Rox-
bury. There are clusters of these suburban thea-
tres in every direction.

Location may best be illustrated on a circle
drawn about the business district but located out-
side of what is generally termed the downtown dis-
trict. Much of this territory within this circle is
within the thickly populated sections of Boston
while some is in the suburbs. All these theatres
advertise for Boston proper patronage.

UNIVERSITY, Harvard square, Cambridge, new
first run, independent. CENTRAL SQUARE, Cam-
bridge, Olympia circuit. CAPITOL, Allston, Olym-
pia circuit. ALLSTON, Allston, double features,
program changed twice a week. HARVARD, Cam-
bridge, Olympia circuit, double features. BROAD-
WAY, Chelsea, Olympia theatres, double features,
two changes weekly.

OLYMPIA, Chelsea, double features, Olympia
circuit. DORCHESTER, Dorchester, double fea-
tures. FRANKLIN PARK, Dorchester, double fea-
tures, New England Theatres Operating Co.,
STRAND, Dorchester, double features. CODMAN
SQUARE, Dorchester, double features, Olympia cir-
cuit. FIELD’S CORNER, Dorchester, double fea-
tures, Olympia circuit. MORTON, Dorchester,
double features. New England Theatres Operating
Co. LIBERTY, Dorchester, double features.
SHAWMUT, Dorchester, double features. New
England Theatres Operating Co. EGGLESTON
SQUARE, Jamaica Plain, double features. JAMAI-
CA, Jamaica Plain, run by New England Theatres

( Continued on page 48)

September 17, 1927

EXHIBITORS HERALD

19

Manson Floyd, Houston,
“Youngest Exhibitor”?
Started at 19

MANSON FLOYD, manager of the
Queen, one of the Publix theatres
in Houston, probably ranks as one of
the youngest managers in the country.

He is now only 22
years old, and has
wielded the direc-
torial hand over
the Queen for
three years — being
made manager at
the age of 19 years.

Manson began
his theatrical ca-
reer at the age of
12, as an usher at
the Zoe theatre,
later changed to
the Capitol, and
rapidly was ad-
vanced. He was
chief usher at the
Queen in 1920, and assistant manager in
1922, when 17 years old, The Queen was
the deluxe theatre at that time.

Manson is a popular man in Houston.
His success is attributed to the fact that
he has a perseverance that is remark-
able. Many is the time he has stayed
up all night seeing that' his theatre is
properly cleaned. He is an authority
on exploitation, management, art dis-
plays and operation.

Floyd completed his tenth year with
Paramount and Publix the first day of

July.

Columbia Productions
Play Three First Runs
Same Week , Same City

( Special to the Herald)

NEW YORK, Sept. 13.— Three Co-
lumbia productions, “The Blood Ship,”
“The Kid Sister,” and “For Ladies
Only,” played simultaneously in Minne-
apolis last week. Columbia also made
a double play in Kansas City where
“The Blood Ship” and “Pleasure Before
Business” were run simultaneously.
“The Blood Ship” has been booked for
the Fox theatre, Philadelphia.

Columbia has loaned Walter Lang to
Cecil DeMille to direct “The Night
Flyer.” The Columbia unit producing
“Say It with Sables,” in which Claire
Windsor is starred, has left for loca-
tion in the California mountains.

75 Exhibitors Protest “Bunk”
of Salesmen Pushing Product

Albany Theatre Owners Declare Truth Instead of Adjectives
Will Mean More Business from Them in Future

— Demand Information on Pictures

(Special to the Herald)

ALBANY, Sept. 13. — “I wish that film salesmen would refrain from
shooting so much bunk when they visit me in the hope of selling their
product.” This chance remark the other day by a leading exhibitor in
Albany started the correspondent for the HERALD on a tour of the
theatres in Albany, Troy and Schenectady. What he learned on this trip
was aplenty.

Adjectives versus Knowledge

The great majority of exhibitors were frank in saying that many repre-
sentatives of the dozen or more exchanges in Albany depended more upon
their use of adjectives in describing their product than they did on first-
hand knowledge of the possibilities of their product from the standpoint
of the box office, or in the words of one exhibitor, many of the film sales-
men did not know what they were talking about.

With hardly an exception, exhibitors in
these three cities where there are close to
seventy-five theatres, did not hesitate to
state in a most emphatic manner that they
would much prefer to become better ac-
quainted with what they were spending their
money for, through straightforward infor-
mation on the part of the film salesman,
rather than what is commonly characterized
as “pure bunk.”

The Usual Greeting

“Good morning, Mr. A. I have got the
greatest picture that was ever produced.
It is the biggest thing of its kind ever at-
tempted and will make you thousands of
dollars.”

This is the usual greeting, according to
one exhibitor, that he receives from many
a salesman who is not able to tell what
the picture is all about, and in some cases
does not even know the star.

Exhibitors in the three cities declared
during the past week that they are sick of
doing business with film salesmen who do
not hesitate to stretch the truth if it means
a contract, and who give no thought to fu-
ture business.

Of course more than one of these sales-
men have gone from exchange to exchange,
merely because they have run the length
of their rope with one exchange. At least
one film salesman — or perhaps it should be
said a former film salesman — instead of
calling on his trade went to one of the local
hotels and used the long distance telephone

to reach the exhibitors in many far away
places, and at the end of the week proceed-
ed to turn in an expense account of railroad
mileage and hotel accommodation.

Truth Brings Business

This same survey revealed another side —
one that should bring approval from every
exchange manager in Albany — who is fortu-
nate enough to possess a salesman who is
not afraid to tell the truth.

“I am glad that Mr. So-and-So is still
selling such-and-such company’s products,”
remarked one exhibitor in Schenectady. “I
can bank on that fellow’s word. He has
never lied to me. He never praises a pic-
ture to the sky simply to get my name to a
contract. He tells the truth about his pic-
tures. While his company does not always
have the best drawing cards, I have given
that salesman business for the very reason
that I want to encourage such men in or-
der that they may remain in business.”

There are many reliable film salesmen in
Albany who do not drift from one ex-
change to another, and that is because they
have the backbone to tell the truth, even
though at times the truth may cost them a
contract.

Europe Gets New Theatres

WASHINGTON. — About 160 new theatres with
a total seating- capacity of 200,000 people are said
to be planned by various European cities during
1927, according to the motion picture section of
the Department of Commerce.

Warner9 s Completes
Biggest Achievement,
“The Jazz Singer99

(Special to the Herald)

NEW YORK, Sept. 13.— “The Jazz
Singer,” called by Warner Brothers their
biggest achievement, was completed this
week after four months of work. The
picture was directed by Alan Crosland
and stars A1 Jolson. Six Vitaphone num-
bers have been made for the pic-
ture by Jolson. It is to be given its
premiere at the Warner this fall.

John W. Considine, Jr.,

Is Hurt in Auto Wreck

(Special to the Herald)

HOLLYWOOD, Sept. 13.— John W. Con-
sidine, Jr., general manager of United
Artists Studios, was painfully injured in
an auto accident Thursday night, when his
machine collided with one driven by Edw.
T. Miller, at 6th and Catalina sts.

Cigarets and Coffee Supplant Picture
in This Latest Theatre for Sophisticates

Last Friday the Playhouse, the alleged retreat for sophisticates who have
a yen for unusual pictures, opened its doors to several hundred invited guests
and at 8:30 p. m. the intellectual affair began. Approximately 500 yawns later
the thing ended.

Music was supplied by an “orchestra” composed of one piano and one
violin. At the least excuse the two musicians broke into bombastic marches
time after time. Probably the most interesting thing of the whole affair was
an International Newsreel.

Should Fred Mindlin’s experiment at the Playhouse prove a success, here
is the pattern by which all Chicago theatres can copy his brand of entertain-
ment: Auction off your pipe organs, and buy cigarets with the money; “can”
your orchestras and hire a couple of second rate musicians ; corner the mar-
ket on all Russian films and run one per week; run one newsreel ; also run
one two-reel picture made in 1905 ; get any film you want that has been dam-
aged by water and old age and run it five times the usual speed; and yes, yes,
be sure to have an urn of coffee.

And here’s a little advice to those who go to the Playhouse and want to
get their money’s worth. Drink one cup of coffee (assuming it has the 10-cent
value of sandwich shop coffee), put two packages of the Russian cigarets in
your pocket, and then get out of the theatre as quickly as possible. This will
just about equal the 75-cent admission charge.

20

EXHIBITORS HERALD

September 17, 1927

“What Price Glory” Confirms
Sheehan Is Ace Showman

Risked Own Reputation Against Chorus of Advice on “Names” and
Tieups — “7r/« Heaven ’ and “ Sunrise ” //is Latest

(Special to the Herald)

NEW YORK, Sept. 13. — “What Price Glory” having chalked up the
record of attracting 480,000 persons and 408,000 dollars to the
Roxy box office in three weeks, with “7th Heaven” hitting on all
six along the same road to success and with “Sunrise” about to make its
debut for a long Broadway run, it is time that the biography of Winfield
R. Sheehan be brought up to date.

IT is just under two years since the
vice president and general manager of
Fox Films pulled stakes at the Fox
offices on Tenth
Avenue and
pitched a per-
manent camp in
Hollywood. One
reads, in the
“canned copy”
which tells of his
life, about his
early days in
Buffalo, his en-
listment during
the Spanish-
American war at
the age of 15, his
rise as a news-
paper man on
Park Row, and
his work as an organizer with Fox. But,
because his biography has not been re-
vised since he went to Hollywood, men-
tion of the real flowering of his genius
as a showman is omitted.

Began Under Big Handicaps
Even previous to his dropping other
activities to take hold of production he
was no stranger to that branch. He
had organized the Fox publicity staff,
had built up the domestic sales force,
had been first American to go after for-
eign markets for pictures, bought stor-
ies, chosen casts, discovered directors
and edited and cut pictures when oc-
casion demanded it. There are very few,
if any, other leaders who have had as
intimate connections as his with all the
ramifications of the business. But the
proof of his genius as a showman has
come in Hollywood. “What Price
Glory” was its first bloom. “7th
Heaven” was the second. The third will
be “Sunrise.” And the recent trip
which he made to Europe will be pro-
ductive of those to follow.

Right here, as illustrative of his show-

manship, it may not be amiss to give a
little “inside stuff” regarding the making
of “What Price Glory.” Fox Films began
production work on the Stallings-An-
derson script under a great handicap.
The whole industry knows that part of
the story. In addition, there was the
certainty that its cost would be enor-
mous. Artistically and financially, there-
fore, there was a tremendous risk. Mr.
Sheehan staked his own reputation as
a showman in addition to what the Fox
organization already was risking. The
production would prove the manner of
showman he was.

Four very prominent directors applied
for permission to do “Glory.” Raoul
Walsh, who had hopes but who kept
silent, was chosen — because Mr. Shee-
han knew he was the one man for the
job. Everybody in the business volun-
teered advice about casting. “Big names”
would be the salvation of it. But, true
showman that he is, Mr. Sheehan in-
sisted the finished product must stand
on its own merits and not on what it
might borrow from “names.”

Shouts of derision arose when Ed-
mund Lowe was named for the part of
Quirt. But Lowe’s performance was one
of the assets of the picture. Two un-
knowns were cast for the other impor-
tant roles. (In a million dollar produc-
tion!) But now that the thing is history
it is realized that better choices than
Victor McLaglen and Dolores Del Rio
could not have been made.

The volunteers kept up their volleys
of advice. “Tie up with the Marines.”
“Tie up with the American Legion.”
“Make it a war picture.” “Don’t make
it a war picture.” “Glorify the soldier.”
“Make it pacifist propaganda.”

But Mr. Sheehan’s instructions were:
“ ‘What Price Glory’ is strictly an en-
tertainment enterprise. It must stand on
its own merit as an amusement and must
( Continued, on page 48)

Theatres in Four Cities Yield to

Union Demands to Avert Trouble

The impending strike of theatre operators, musicians and stage hands of
Hollywood was averted last Saturday when a new three years agreement was
signed by the Theatre Managers Association and representatives of theatre
employes. A flat increase of 16Y/\ per cent in salary was granted. Operators
and stage hands will receive two dollars and a half raise per week the first, a
similar raise the second year and one dollar and a half the third year. Musi-
cians will receive seven and a half per cent raise in salary the first year and
two and a half per cent more the second year. They will be allowed one day
off each week but must pay substitute musicians. The settlement affects 2,800
men. It is retroactive to September 1.

In Dallas, Tex., although contracts have expired between theatres and the
operators, and a new deal has not been arranged to the satisfaction of both
parties, operators are working pending further negotiations. In Houston and
San Antonio calmness has again settled down, with the granting of the opera-
tors’ demands.

Owners and managers of theatres in Woonsocket, R. I., have agreed upon
a wage scale for operatives, stage hands and other employes for 1927-28.
One theatre owner declined to sign but his theatre at present is dark. The
scale is practically the same as last year.

“Fore” Beats “ Camera ”
For Day; 200 Tee Off
in Film Slicing Tourney

Old Man Par Makes Faces at
Film Men at Bonnie Brier

(Special to the Herald)

NEW YORK, Sept. 13. — More than
200 golfers and near-golfers are out on
the course at beautiful Bonnie Brier, some
playing golf and more playing at golf.
If you don’t happen to know Bonnie
Brier, it’s in Larchmont, which is a part of
Jim Beecroft’s town of Mamaroneck. And
if you don’t believe the word “beautiful”
fits, run out and take a peep for yourself.

The scores being made are not producing
any rivals for Bobby Tones, and even
Walter Hagen, Chick Evans and a few
others are not in danger of being worried.
Bonnie Brier is a sharpshooters’ course,
and there are a lot of the film golfers
who are not wearing any medals of this
kind.

War Horses Tee Off

All the old regular war horses are on
hand, all ribbed up to carry away a lot of
trophies. Tom Moore came up from Wash-
ington, and Christy Deibel is here from
Youngstown, Ohio.

Victor Shapiro and a lot of the other
almost golfers are rejoicing in the fact
that the tournament is being held on the
Thirteenth of the month. Shapiro says
this is a readymade alibi for him if he
fails to lower his former mark of 162.
Here’s Interesting Foursome

One of the interesting foursomes will
include Henry King, the director who
shoots a mean game; Tom Meighan, who
cannot be considered a slouch no matter
how you look at it; Nathan Burkan, the
attorney who throws golf clubs about with
as much facility as he does law books and
legal statutes, and Hal Roach who, des-
pite the fact that he earns his daily bread
by producing comedies, can still see the
funny side of the ancient and honoroble
pill-swatting pastime.

At least 20 of the entrants are trade
paper men. Among others well known in
the industry who are slicing this way and
that are :

Earle W. Hammons, Howard Deitz, R. H.
Cochrane, Tom Gerety, Jack Cohn, Earl and
Paul Gulick, Walter Futter, Edward Halperin,
A1 Lichtman, Ned Marin, Jerome Beatty, Pat
Garyn, Arthur W. Kelley, Lee Marcus, Si
Seadler, Lee Ochs, Bruce Gallup, R. T. Cran-
field, Charles Einfeld, E. Oswald Brooks, Walter
Green, Harry and William Brandt, Mike Glynne
of the Patchogue theatre, Joseph X. Schnitzer,
Hal Hodes, R. V. Anderson, Rex Beach, Harry
and William Brandt, Harvey Day, Raymond
Pawley, Walter Green, Joe Horenstein, Charles
Moss of the Ritz theatre at Port Richmond,
Eugene Picker, Hal Roach, William Vogel, Walter
Wanger, Nat Rothstein, Herman Robbins, Frank
Pope, Victor Shapiro, Carrol Trowbridge, A. W.
Smith, Jr., Stanley Waite.

Renee Craven Will

Marry E. S. Young

(Special to the Herald)

ALBANY, Sept. 13. — Miss Renee
Craven, manager of the Bond Photo ex-
change, will shortly resign her position
and on October 26 will become the bride
of Edwin S. Young, of Saugerties, N. Y.,
proprietor of a silver fox farm at that
place. Miss Craven has been identified
with Albany’s Film Row for several
years.

Paramount Declares $2
Dividend for Quarter

( Special to the Herald )

NEW YORK, Sept. 13 — The Paramount
directors yesterday declared the regular
quarterly dividend of $2 a share on pre-
ferred stock payable in November to stock-
holders of record October 15.

September 17, 1927

EXHIBITORS HERALD

21

Wreath-Draped Photo
And Trailer at Alhambra

(Special to the Herald )

MILWAUKEE , Sept. 13. — In
line -with other downtown Milwau-
kee theatres, the Alhambra, Uni-
versal’s key house in Wisconsin,
remained closed until 2 p. m. last
Thursday, the day of Marcus
Loew’s funeral.

The display card, announcing
the closing and reason thereof,
was the finest of any theatre on
Wisconsin avenue. It contained a
photo of the late Mr. Loew, and
was draped with black wreath and
palm leaf.

At all four de luxe perform-
ances, the audience at the Alham-
bra was requested to observe a
silent prayer of 2 minutes out of
respect for the memory of the
man “ whose death eclipsed the
gayety of nations, and impover-
ished the public stock of harmless
pleasure.”

A special trailer was shown “ In
memoriam, MARCUS LOEW,”
with the above wording fading in.

. The curtain closed; the house
lights went dim. The stage lights
were a twilight blue. The conduc-
tor of the Alhambra orchestra
played ‘‘Eli, Eli,” accompanied by
piano and cello. No one was
seated. Absolute quietude reigned.

Thus was the memory of Mr.
Loew revered four times on the
day of his burial.

Woman Sues Theatre

on Ancient Statute

(Special to the Herald)

ST. LOUIS, Sept. 13— Two suits for an
aggregate of $7,500 for injuries alleged to
have been sustained while attending a show
at the Palm theatre, have been filed in the
St. Louis circuit court by Mrs. Louise
Kurth, against the Sanford Amusement
Company, owner of the house.

On one of the petitions Mrs. Kurth in-
vokes an ancient and generally forgotten
Missouri statute. This law in part provides :
“No more persons shall be admitted to any
such place of public amusement than there
are seats therefor located as aforesaid.”
Violation of this regulation provides a pen-
alty of from $20 to $5,000 and for the
forfeiture of the amusement place’s public
license to do business.

Commission of Labor

Summons Film Men

(Special lo the Herald)

HOLLYWOOD, Sept. 13.— J. C. Coon
and Frank C. Arrousez, film men, were
summoned to appear before the state labor
commission last Thursday to answer a
charge of misrepresentation of labor con-
ditions when they hired Taylor Duncan
and 10 others to make exterior shots for a
serial picture to be produced near Portland,
Ore. When the extras arrived in Portland,
according to the complaint, they found no
work awaiting them.

Dorothy Dunbar Quits
Screen for Husband

(Special to the Herald)

HOLLYWOOD, Sept. 13. — Marriage
has come first and her career second
with Dorothy Dunbar. She has retired
from the screen and left with her husband,
Tom Wells, to live in Europe.

International Newsreel

Floral testimonials to Marcus Loew covered the lawn of the Loew estate at Glen
Cove, L. I., when the funeral was conducted for the late president of Metro-
Goldwyn-Mayer.

Industry Pauses to Pay Final
Tribute at Marcus Loew Rites

Two Thousand Stand with Bowed Heads at Executive’s Home
While Brief Ceremony Marks Passing of
One of Best Loved Leaders

(Special to the Herald)

NEW YORK, Sept. 13; — Simple services and the greatest outpouring of
screen and stage leaders ever assembled marked the funeral rites for Marcus
Loew last Thursday at his home at Glen Cove, L. I.

2,000 Stand With Bowed Heads

It is estimated that more than 2,000 persons stood with bowed heads
while Rev. Dr. Aaron Eisman conducted the brief ceremony which marked
the final passing from earth of one of the best loved leaders of the film industry.

“Aase’s Grieg’s Death,” as the family and
close friends filed into the big drawing
room, at one end of which was placed
the bronze casket containing the body of
Mr. Loew. This was followed by the play-
ing of “Lead, Kindly Light,” which was
said to have been a favorite of Mr. Loew.

Mrs. Caroline Loew, the widow, sup-
ported by her sons Arthur and David, en-
tered and took seats before the bier. Dr.
Eisman then recited the Twenth-third
Psalm in Hebrew and then in English,
following this with a eulogy to Mr. Loew.

While a great number of wonderful
floral pieces had been sent to the home by
friends, these were all placed on the lawn
in front of the main entrance to the house,
and so many were they that the lawn
presented the appearance of a great floral
garden.

“Marcus Loew, His Last Curtain”

Inside the house were but simple floral
offerings from the sons and Mrs. Loew
and one huge piece sent by the Loew The-
atres of New York city. This latter was
in the form of a proscenium arch of white
flowers, six feet high. The curtain was
down and on it, in letters made of purple
asters were the words, “Marcus Loew,
His Last Curtain.”

On the casket was a simple little bunch
of flowers placed there by Mrs. Loew,
and two small wreaths, one of white
asters and one of purple, the offerings of
the sons.

Following the eulogy and a prayer by
Dr. Eisman, the casket was borne from
the house to the waiting hearse and the
cortege started to Maimonides Cemetary,
Cypress Hills. There another large crowd
( Continued on page 30)

The services were set for 11 o’clock
and long before that time friends of the
Loew family commenced to gather. A
large detachment of county police was on
hand to direct the hundreds of automobiles
which brought those who came to pay
tribute to the dead. Before the appointed
time more than six hundred automobiles
had been admitted within the gates and
upwards of 200 more were parked out-
side while the occupants walked through
the grounds to the mansion.

Organ Opens Services
The services began promptly at 1 1 with
the huge organ playing the melody from

Marcus Loew One of
America’s Benefactors

‘‘Marcus Loew was a just and
rightous man, honest and truthful,”
Rev. Dr. Aaron Eisman said in part
at the bier of the departed leader.
"His whole career was marked by
scrupulous honesty and integrity.

‘‘Marcus Loew loved mercy; he
was a kindly, sympathetic, chari-
table man, ready at all times to
give his time, energy and means to
worthy causes.

"Marcus Loew was one of
America’s benefactors. He re-
ceived much from this country,
but he also gave much. He created
happiness, pleasure and entertain-
ment for millions to whom his
name is a household word. And
long after his passing on he will
continue to bless and inspire.”

22

EXHIBITORS HERALD

September 17, 1927

Yates Issues Ten Suggestions
On How to Preserve Prints

Campaign of Education Launched by Executive of Consolidated Film
Industries to Hold Wear to Minimum

(Special to the Herald)

NEW YORK, Sept. 13. — Herbert J. Yates, the dynamic personality
who has made Consolidated Film Industries one of the biggest
factors in supplying the picture theatres of the country with good
picture film, always can be counted on to do things differently. No “beaten
path” for him. And to no small extent can the great success of his com-
pany be attributed to this “doing different.”

WITH a long and successful career in
the merchandising business before
entering the film business, Mr. Yates ap-
plies the princi-
ples of good mer-
chandising to the
business of his
film laboratories.

The business of
a film laboratory
is to develop neg-
atives and print
positives. Natu-
rally the bulk of
this business in
the film industry
is the printing of
the positive films
that are shown
on the screens. Herbert J. Yates

These prints

wear out from usage, and naturally the
more wear-out the greater number of
prints. Following the same line of rea-
soning, the more prints the greater the
business of the laboratory.

But Mr. Yates does not figure it this
way. Service and long life of the prints
are more important to him than the
additional business caused by the wear-
ing out of prints. And with this thought
in mind, he seeks in many ways to pro-
long the life of the prints made by his
company. The latest form of service,
promulgated by Consolidated Film In-
dustries, is a campaign of education,
aimed at the people who handle the
prints after they leave the laboratory.
Consolidated has had printed and dis-
tributed broadcast, among the handlers
of prints, ten tips to serve as useful sug-
gestions. Here they are:

Tip No. 1: The First Ten Years
The base of motion picture films is
made from cotton. Remember that with
reasonable care it will fulfill the require-
ments of commercial use but that it has
definite physical limitations.

No. 2: Saving Time and Money
Investigation indicated that a part of
the burden of print mutilation begins at
the exchanges due to lack of inspection
to discover defects which cause damage
later. The exchange does start the dam-
age but it often fails to stop it. Inspec-
tions are frequently too rapid to be
thorough.

No. 3: Perfect Splicing

The perfect splice is one that is
welded. To make a perfect splice the
emulsion must be thoroughly scraped
on the ends. Sufficient cement must be
applied and the splice allowed to dry
under pressure. Remember that film
must stand more than ordinary strain in
these days of high speed projection.

No. 4: Rewinding

Line up the rewind carefully so that
the film will feed from one reel to the
other without striking the edges of the
reels. Do not use defective reels. Avoid
“cinching”; that is, attempting to tight-
en loosely-wound reels. This causes

scratches on both sides of the film.
“Cupping” the film to detect damaged
edges, perforations or loose splices is
very apt to crack or split the film. Do
not “cup” film when rewinding, particu-
larly after it has been projected on ma-
chines of high amperage and becomes
dry.

No. 5: Fair and Warmer

Do not store film in a warm, dry place
and at an average temperature of over
70 degrees. Under no circumstances
store film under high temperatures as
this causes the film to dry out and be-
come brittle, subject to shrinkage and
susceptible to cracking.

No. 6: Watch the Leaders

Keep your reels amply protected with
leader. Dirty beginnings and ends of
reels are frequently seen due to careless-
ness in this respect.

No. 7: Standing Room Only

Tell the exhibitor that good projection
adds patronage and increased revenue,
and that is only possible through the
careful handling of prints. Worn and
poorly adjusted projectors quickly ruin
prints and cause unfavorable comment
from patrons.

No. 8: Watch Tension Springs,
Sprockets

Tension spring on sprockets should be
adjusted evenly and not too tightly. Ex-
cessive tension will cause nicked and
pulled out perforations. Heavy tension
on one side (uneven) can be caused by
poorly adjusted, weak or broken springs,
and results in an uneven pull-down star
on the film. Sprockets are frequently
left on projectors until the teeth develop
bad hooks and knife-like edges. Film is
practically ruined after one or two
showings if run on a projector equipped
with such sprockets.

No. 9: How to Ruin Print at One
Showing

New or green film should not be put
on projection machines without being
waxed. When unwaxed film is run, it is
necessary to clean the shoes frequently,
otherwise the accumulation of hardened
emulsion on the shoe acts as a holdback,
causing a greatly increased pull-down
strain which always results in mutilated
perforations. A new print can be com-
pletely ruined in this manner at one
showing.

No. 10: One Drop of Oil Per Day

The excessive use of oil due to flooding
mechanism of projectors is unnecessary.
Aside from the intermittent case, one
drop of oil in each oil hole is ample for
the average day’s run. Oil getting on
the film causes dust to adhere, making
projection impossible.

Negri Gets New Story

( Special to the Herald)

HOLLYWOOD, Sept. 13. — Paramount
has purchased “The Black Virgin” by
Lajos Biro, for Pola Negri. It is a story
of revolutionary Russia.

Engineers Push
Plans for Meet
September 26-29

(Special to the Herald)

LAKE PLACID, N. Y., Sept. 13.—
Plans for the convention of the Society
of Motion Picture Engineers September
26 to 29 at the Whiteface Inn, rapidly
are nearing completion, under the chair-
manship of J. I. Crabtree.

A Movietone demonstration will be
given the opening night. J. C. Kroesen
is lining up a golf tournament for the
second day, with an entertainment by
Max Mayer in case of rain. Dancing
will follow the banquet the third night.
Mrs. J. H. Theiss is arranging special
trips for women guests.

A synopsis of the program to date
shows:

President W. B. Cook of Kodascope Labora-
tories will open the convention, followed by ad-
dresses by Carl E. Egeler, National Lamp Works,
Cleveland; Eric T. Clarke, Eastman theatre,
Rochester; H. Rosenberger, Rockefeller Institute.
In the afternoon speakers will include L. T. Tro-
land, Technicolor; E. I. Sponsable, Fox-Case;
Prof. A. C. Hardy, Massachusetts Tech; and N.
M. Trapnell, Western Electrical Instrument Co.

A. C. Downes, National Carbon Co., will speak
Tuesday. Wednesday’s speakers include F. H.
Richardson, Moving Picture World; L. M.
Townsend, Eastman theatre; Arthur Gray, Lan-
caster theatre, Boston; V. A. Stewart, Fox Films;
J. I. Crabtree and C. E. Ives, Eastman Research
Laboratory. In the afternoon there will be talks
by T. E. Finegan, Eastman Kodak; Fred Waller,
Dolphin Akwa Skee Co.; J. A. Norling, Loucks
& Norling; C. Tuttle, Eastman Co., and J. B.
Taylor, General Electric.

Thursday will bring papers by R. C. Hubbard,
Consolidated Film Industries; F. R. Watson, U.
of Illinois; S. E. Sheppard, Eastman Co.; William
A. Johnston, Motion Picture News, and K. Hick-
man, Eastman Co. In the afternoon scheduled
speakers include Peter Mole, Mole-Richardson
Corp. ; J. G. Capstaff and R. A. Purdy, Eastman
Co.; A. S. Newman, Newman-Sinclair, London;
G. E. Matthews and J. I. Crabtree, Eastman, and
by C. E. Ives and J. I. Crabtree.

The committee is making further ad-
ditions to the program.

Two Theatres Are

Threatened by Fire

(Special to the Herald)

BRISTOL, CONN., Sept. 13.— Fire in a
grain warehouse adjoining the Bristol thea-
tre caused the theatre to be emptied of its
1,200 patrons in less than three minutes last
Tuesday night. A 12-foot driveway, sepa-
rating the two buildings, probably saved the
theatre from heavy loss.

At Boston, Waldron’s Casino had a close
call from destruction by fire Thursday
night when a four alarm blaze gutted the
adjoining building. The theatre was saved
through a fire wall and the work of firemen,
several of whom were injured.

British Advertising
Men Resume Meetings

(Special to the Herald)

LONDON, Sept. 13. — After a lull of
the summer months, the British motion
picture advertisers resumed their month-
ly open meetings recently. The speaker
was Jeffery Farnol, novelist. The sub-
ject of book tieups came in for a deep
probing.

J. Fred Hartman Dies

(Special to the Herald)

PHILADELPHIA, Sept. 13.— Word has
been received from Brussels of the death of
J. Fred Hartman, for many years active in
theatrical and motion picture circles here
and for the past few years private secretary
for Fred G. Nixon-Nirdlinger.

23

September 17, 1927 EXHIBITORS HERALD

Critical Collegians Present
Problems to Theatre Owners

Delight in Picking Shows to Pieces, Says Observer — Situation
Especially Difficult in Small College Towns —
Opinions Carry Lot of Weight
By JOHN LEROY JOHNSTON

Possibly no exhibitor has any more problems confronting him than the show-
man in the college town where students of the impressionable and boisterous
age demand the best, and present a hyper-critical resistance to ordinary sales
arguments. Personal contact with nearly 15,000 college men recently con-
vinced me that collegians delight in picking any show to pieces. They assume
an attitude that is decidedly hard to fathom and a resistance to suggestion
and conservative appeal that is difficult to overcome.

Says Students Distrust Motives

Briefly, and frankly, they distrust the motives of motion pictures and either
feel that most pictures are cheap (despite the fact that they get a real kick out
of them) or not plausible. The average collegian has a keen analytical sense
that isn’t always fair and a keener sense of humor that tends to ridicule rather
than merely amuse.

DeMille Head Returns
from European Tour

(Special to the Herald)

NEW YORK, Sept. 13.— William M.
Vogel, general manager of Producers In-
ternational Corp., foreign distributors of
Cecil DeMille pictures, returned recently
from Europe, after an absence of two
months, during which time he visited the
various offices of the company.

Vogel reports that many of the Euro-
pean cities are making arrangements for
the showing of “The King of Kings,” and
that all DeMille pictures are being success-
fully pushed by the various offices.

Theatrical History of
Tombstone Is Revived

(Special to the Herald)

TOMBSTONE, ARIZ., Sept. 13.— The
theatrical history of Tombstone, Ariz.,
when the city’s theatricals were in their
hey-dey, is to be unearthed and put in
booklet form by A. H. Gardner, secretary
of the Tombstone Commercial Club.

In those happy days Tombstone played
engagements rather than one night stands
on the kerosene circuit, and the town was
rated as a good stop on the big-time cir-
cuit.

King Manages Savoy

(Special to the Herald)

WASHINGTON, Sept. 13. — Clarence J.
King, for some time assistant manager of
Crandall Colony theatre, last week was ap-
pointed to the managership of Crandall’s
Savoy theatre, to succeed Joseph Flynn
who resigned to devote his attention to a
different line of business activity. King
assumed his new duties last Monday.

Supreme Films Moves

(Special to the Herald)

BOSTON, Sept. 13. — Supreme Film Cor-
poration has moved to its new offices at
54-56-58 Piedmont street.

These angles plus the fact that going to
college nowadays requires considerable
money, second-hand cars that encourage
driving out of town whenever occasion
permits, fraternity and class dances, de-
bates, football, baseball, basketball and
track activities, offtimes form an enigma
to the man who tries to present the best
at popular prices at his little theatre. Col-
legians are also clannish and the opinions
of a few carry a lot of weight.

The small college theatre man has more
problems than the large college town man
because his business is vitally affected by
college work and vacations and finances.

Exhibitors Show Fine Spirit

The fine spirit evidenced by many small
college town exhibitors is worthy of record.
At Tuscaloosa, Alabama, Cecil Grimes has
installed a 12 piece orchestra in his ’Bama
theatre. This orchestra plays matinee and
evening and on Sunday, when the presenta-
tion of pictures is prohibited, the ’Bama
theatre gives a free musical program.
Grimes has won hundreds of patrons be-
cause of the true public spirit in evidence
at the ’Bama. W. C. Kyle, an Alabama
student, is manager of this house.

Colonel A. G. Gidley of the Palace
at Athens, Ga., has made his theatre two
blocks from the U. of Georgia, — so
much the center of campus social activ-
ity that not only do his regular shows
attract considerable patronage from the
school but his theatre has become
looked upon as a school theatre and
quite frequently special performances
for college boys and girls alone are
necessary.

At Ithaca, N. Y., Manager Dillion of
the Strand presents his pictures very fre-
quently before the first runs in New York
for the benefit of the Cornell students.

Princetonians Critical

The Arcade in Princeton, N. J., is forced
to keep a pretty close watch on new pic-
tures to satisfy critical Princetonians.

At Austin, Texas, the Majestic theatre
has found he Texas U. students a vital
factor of the theatre’s success and the
best music and best pictures are essential
at all times.

Harry Britton of the University theatre
at Norman, Okla., has been five years in
developing the interest of the Sooner
students. A minor incident in some pic-
tures that does not seem plausible, or is
exaggerated, will, Britton states, turn his
entire collegiate audience against a picture.

Manager Glen W. Dickinson of the
Browersock theatre at Lawrence, Kan.,
keeps a large orchestra matinee and even-

ing to satisfy the demands of Jayhawker
collegians. He reports many big road-
shows have flopped miserably in his house
because of certain technical errors and
exaggerations.

Transients Aid Larger Towns

In the larger college towns drop-in trade
and transient trade offsets to a degree
the collegiate appraisal of pictures but it
takes real effort to bring collegians into
city shows. Dewey Mounson of the Knick-
erbocker theatre, Nashville, Tenn., has won
the confidence of conservative Vanderbilt
students.

In New Orleans the Saenger theatres
have found the rivalry between Tulane
university and Loyola productive of good
business. The Stanley Company has won
the confidence of Pennsylvania collegians
through pictorial news events made at the
school and by encouraging critical con-
siderations. The same condition exists in
Pittsburgh, where Carnegie Tech, and
Pittsburgh students are intensely inter-
ested in dramatic work but can be “sold”
only through the most carefully designed
ad copy and promotion program conducted
by Harold Dygert.

Yale Students Conservative

Manager Charles Pincus of the Olympia,
New Haven, Conn., has found the Yale
students considerably more critical and con-
servative than his former California uni-
versity clientele in San Francisco and at
Providence. It also takes a pretty con-
sistent program to appeal to the Brown
university students.

The University theatre on the edge of
the Harvard campus at Cambridge has won
some favor among the student body
through Harvard men employed in pre-
senting the latest pictures. Spike Booth
has helped a lot.

Manager Walter MacDowell of the
Strand at Syracuse is a most popular in-
dividual among the Syracuse student body.
MacDowell is a human dynamo and activ-
ely interested in every event of interest at
Syracuse University. Large groups of Col-
gate students come 30 miles to attend his
first nights.

Audience Hard to Analyze

What is true in Tuscalossa is likewise
true in Ann Arbor, Mich., and at Cor-
vallis, Ore., and Missoula, Mont., with the
Oregon Aggie and Montana University
students.

Madison, Wis., is an ideal college town
and Arthur Desormeaux of the Strand
finds his audience difficult to analyze.

24

EXHIBITORS HERALD

September 17, 1927

Coast Studios Unite in Tribute
To Marcus Loew at Services

A. S. C. Gives Banquet to New Members — Huge New Theatre for
Los Angeles — Hi-H alters Elect Lollier
By RAY MURRAY

HOLLYWOOD, Sept. 13. — Impressive services were held on the
lawn of the Metro-Goldwyn-Mayer studios Thursday morning at
10 o’clock, which were timed to occur simultaneously with the
lowering of the body of the late Marcus Loew into the grave at Cypress
Hills. N. Y. The services were conducted by Rabbi Edgar F. Magnin of
the Temple B’nai B’rith, which the late film producer attended on his
visits to California.

DR. A. N. GIANINNI, president of the
East River National Bank of New
York and a close friend of Mr. Loew, gave
an address following the opening of serv-
ices. Fifteen hundred employes of the
studio, together with professional friends,
participated in the services. All work at
the studio was suspended in order to permit
the entire personnel to participate in the
burial services. Universal studios, out of
respect to the memory of Mr. Loew, stopped
work at 10 a. m. for five minutes. Taps
were sounded at the other large studios.

5|C 5{S

Cinematographers Banquet

One of the largest gatherings of motion
picture cameramen in the history of the in-
dustry took place last Tuesday night at the
Chamber of Commerce Auditorium. It was
a banquet tendered the new members by the
American Society of Cinematographers.
About 130 cameramen joined the associa-
tion. Daniel B. Clark, president A.S.C.,
administered the obligations to the entire
assemblage and the new members were in-
structed in the society’s code of ethics and
ritual by the three vicepresidents, John W.
Boyle, Victor Milner and Frank Good.

* * *

Eastside, Los Angeles, which has hereto-
fore been noted for its factories and homes,
is to have a huge new theatre, in Whittier
boulevard at Atlantic avenue. The building
will represent an investment of $260,000
and the theatre will seat 1,600. Plans are
now being prepared by Baich Brothers and
work will start within thirty days, it is said.
West Coast Theatres, Inc., last week took
a twenty-year lease on the new picture
palace which is being erected by P. N. Sny-
der.

* * *

First National studio has definitely
decided to close its gates to all visitors
commencing this week. Interference
with work going on at the Burbank plant
caused officials to make the decision.
* * *

The Hi-Hatters, an organization of
theatrical press agents, elected new offi-
cers at its meeting last week. W. H.
“Bud” Lollier, of West Coast theatres,
was chosen president of the Hi-Hatters.
Harry Hammond Beall was made vice-
president, and Park Swope, of the Holly-
wood Theatres, Inc., was elected
secretary. The re-elected treasurer is
Frank Bruner, of the Mayan and Belasco
theatres. The organization is to publish
a bulletin and Sam W. B. Cohn was made
editor. Mel Eiddle will be business man-
ager of the publication. Jim Lough-
borough, retiring president, was added to
the board of directors.

* * *

Dorothy Yost Engaged

Dorothy Yost and Dwight W. Cum-
mins, both under contract to F B O as
scenario writers, will be married this
month, according to announcement made
last Tuesday.

Julia Faye, DeMille star, entertained
the press representatives at her home in
Observation Drive, last Thursday noon.
* * ^

Edwin Carewe is the happy father of
a baby boy, which arrived at the Holly-
wood Hospital last Monday. It weighed
seven and a half pounds and will be
called Edwin Gilbert Carewe. This is
Carewe’s second child, the first being a
girl.

* * *

Rogell Train to Location

A1 Rogell celebrated his 26th birthday
by departing with a company of 300
players for Cedar Breaks, Utah, where
he will shoot the exteriors for “The
Shepherd of the Hills,” a Charles R.
Rogers production for First National. It
required a special train over the Southern
Pacific to transport them.

sfj :j«

Mary Pickford paid off Kathleen Nor-
ris, novelist, who wrote the story, “My
Best Girl,” which she has just finished, in
dimes and nickels last Thursday. The
payment was contained in fifteen bags
and weighed 4,198 pounds. There were
125.000 10 cent pieces and 250,000 5 cent
pieces. Miss Norris used a truck to carry
it away and as a publicity stunt it at-
tracted considerable attention.

* * *

Barret Keisling, who has been director
of publicity for Cecil B. DeMille for sev-
eral years, has resigned. The recent
consolidation of DeMille and Pathe in-
terests has made several other changes
in the DeMille studios personnel. No suc-
cessor for Mr. Keisling has been officially
announced.

* * *

F. Richard Jones, director of “The

Gaucho,” Douglas Fairbanks’ latest U.
A. production, and Lupe Valez, Mexican
actress, who played a prominent role in the
picture, are to be married soon, according
to Hollywood talk.

* * *

Samuel Goldwyn evidently intends to
make California his future home, having
just bought a residence site in Beverly
Hills from George E. Read for $100,000.
The property consists of two and a quar-
ter acres on Meeker Drive.

* * *

Art Goebel, the winner of the Dole-
Honolulu flight, Gene Dennis the girl

psychic marvel, and a girl from Pantages,
served to entertain the boys of the Wam-
pas at their last meeting. Ray Jones was
chairman. Eddie Hitchcock is publiciz-
ing Miss Dennis.

* * *

Clarence Brown read Jim Tully’s book,
“Circus Parade,” and liked it so well he
offered the red-haired author $25,000 for
the screen rights. Tully is holding out
for more money, however, as he hopes
the book will reach the “best seller”
class.

Excellent Pictures
Finishes “Bowery Rose”

( Special to the Herald )

NEW YORK, Sept. 13. — Excellent Pic-
tures Corporation announces that produc-
tion is almost completed on “Bowery
Rose,” which when
it is released early
in October will
follow “Broadway
Madness.” The
company will pro-
duce and distrib-
ute 18 feature pro-
ductions this sea-
son.

In the cast of
“Bowery Rose” are
Gladys Hulette,

Pat O’M alley,

H e d d a Hopper,

Ernest Hilliard,

Kate Bruce, Leo
White, Pat Harti-
gan, Jack Chefee, James Fitzgerald, Morris
Selvage, Pauline Parr and a number of
others. The story tells of a Bowery lass
who becomes a model in a fashionable
modiste shop.

Tiffany Appoints 3
New Branch Managers

(Special to the Herald)

NEW YORK, Sept. 13.—' Tiffany Pro-
ductions has announced the appointment
of three new branch managers. J. W.
MacFarland has been given the Los
Angeles office; A. W. Plues received the
Indianapolis exchange and H. H. Hurn
has been put in charge of the Cincinnati
office.

Mrs. W. Reid Shows
First Hollywood Picture

(Special to the Herald)

SAN FRANCISCO, Sept. 13— “Her
Indian Hero,” called the first picture
made in Hollywood, with Dorothy Dav-
enport in a leading part, was screened
by Mrs. Wallace Reid at the Pantages
here as an encore at her first appear-
ance of her tour in the playlet “Evi-
dence.” Her Gotham picture “The Satin
Woman” appears on the programs.

London Tiller Girls to
Be in Syd Chaplin Film

(Special to the Herald)

LONDON, Sept. 13.— The Plaza theatre
Tiller Girls, who for so lon^ have been an
attraction at the Plaza and who are now
appearing in “Up With the Lark” at the
Adelphia theatre, have been signed by Brit-
ish International Pictures, Ltd., to appear
in support of Betty Balfour and Syd Chap-
lin in “A Little Bit of Fluff.”

George Landy Is to
Wed Kathryn McGuire

(Special to the Herald)

HOLLYWOOD, Sept. 13. — George
Landy, director of publicity First National
studios, and Miss Kathryn McGuire, actress,
will be married Sunday, Sept. 18. They
will spend their honeymoon at Lake Louise,
Canada.

F-N Signs Eddie Cline

(Special to the Herald)

HOLLYWOOD, Sept. 13.— Eddie Cline
has been signed by First National Pictures
to direct “Ladies Night” adapted from the
stage success, “Ladies Night in a Turkish
Bath” by Gene Towne and Henry Mc-
Carthy. McCarthy is also doing the con-
tinuity.

Gladys Hulette

September 17, 1927

EXHIBITORS

HERALD

25

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

by

the Camera

Issue of September 17

How could stars help look their best surrounded by sales executives?
This on the lot of First National’s “The Private Life of Helen of
Troy.” (L. to R.) N. H. Brower, L. A. manager; Stanley W. Hatch,
Western salesmanager; Maria Corda and Lewis Stone; Ned Depinet,
general salesmanager; L. O. Lukan, division head.

Dempsey gave his gloves from Sharkey bout to
Mervyn LeRoy, directing First National’s “No
Place to Go.” Jack’s friends hope that won’t be
his dilemma after the Tunney fight in Chicago
September 22.

Last portrait of Phillip Payne, editor, New York
Daily Mirror, receiving M-G-M News pictures
from William J. Hearfield for Premier Mussolini.
As this is written, the plane, Old Glory, has been
given up as lost.

All hail the manageress of the Embassy theatre, New York. Miss
Grace Niles, formerly treasurer of the Astor theatre, has taken over
her new duties at the Embassy, where Metro-Goldwyn-Mayer’s “The
Garden of Allah” recently had its world premiere. It’s a merited
honor for Miss Niles.

26

EXHIBITORS HERALD

September 17, 1927

Right: Not a por-
poise but Marie
Prevost, De Mille-
Pathe star, of “On
to Reno.”

Left: Charles La-
mont, Educational
director, does a
flip. Mrs. Lamont
(Estelle Bradley)
says “whoa!”

Middle left: Bess
Meredyth, one of
the highest paid
scenarists, and
Michael Curtiz
(right), Warner
ace director, hear
New York police
chief tell about it.

Middle right: Finis
Fox (left) writes
“finis” on script
of “Ramona,” for
his brother, Edwin
C a r e w e, who’ll
make it with In-
spiration for U-A.

Lilliam Gish’s pet seems to have
an appointment elsewhere on the
Metro-Goldwyn-Mayer lot but prob-
ably will trail along with the star at
that.

Fred Niblo, whose successes are known
from Broadway to Main Street, is now
preparing for his newest directorial as-
signment. It is “The Woman Dis-
puted,” for United Artists.

An eight weeks’ trial in Barthel-
mess’ “The Drop Kick” for ten col-
lege students left John Westwood of
Princeton and John Stambaugh of
Chicago holding F-N contracts.

September 17, 1927

EXHIBITORS HERALD

27

Ever try to jockey these “hand-
cars”? Harold Lloyd is getting
along merrily. The comedian is at
Coney Island making his latest Para-
mount picture.

Johnny Hines plays five characteriza-
tions in “Home Made,” his latest for
F. N. Loretta, his pet polly, plays one.
Loretta is getting some valuable tips,
apparently.

You might call these “minus-fours.”
William Demarest, Warner Brothers
player, shows Audrey Ferris why
women’s styles are not so good for
mere man.

Above left: Very
confid ential.
That’s the title of
the picture James
Tinline is direct-
ing for Fox.

Above right: “Kit-
tens on the Keys”

or a flute. Mary

Astor has just
done the feminine
lead of Warners’
“G i n s b e r g the
Great.”

Left: Larry Dara-
mour, p r o d u c-
er gets behind
“Mickey (hi m-
s e 1 f) McGuire”
and “Hambone”
Johnson of F B O.

Right: Lois Moran
plays queen of the
Nile, with Edmund
Lowe horsepower.
They’ve made
“Fox’s “Publicity
Madness.”

28

EXHIBITORS HERALD

September 17, 1927

Whatever else the Metro-Goldwyn-Mayer production, “The Trail of ’98,’’ may have in
store for the theatregoing public, one thing is certain and that is that shots of beautiful
scenery will abound. Camera units have filmed atmospheric sequences in the Yukon
district of Alaska under the order of Clarence Brown, who directed the production in
which Ralph Forbes and Dolores Del Rio have the leads. Here is a shooting of the rapids.

Striking a proper balance is
essential to both cashiers and
aquaplaners. Patsy Ruth Miller
is with Glenn Tryon in Uni-
versal’s “The Flying Nut.”

“A Sailor’s Sweetheart” might indicate
this is a hornpipe Director Lloyd Bacon
and Louise Fazenda of the Warner
Brothers picture are trying out, but it’s
really the “Classical Dancers Raspberry.”

Three granddaughters of Jesse James.

Left to right: Jessie Estelle James, Mrs.

Jo Frances Ross and Ethel Rose James.
The two in Civil war garb are in Fred
Thomson’s Paramount “Jesse James.”

Turn te turn turn turn, turn te turn turn turn! Not meaning
that Director Norman Taurog’s heart is thumping that way
but just suggesting the march for Dorothy Devore’s mechan-
ical doll makeup and pose. Miss Devore is making Educa-
tional comedies.

Th’ top of th’ mamin’ to yez! George O’Brien (left) and
Virginia Valli, stars of Fox’s “East Side, West Side,” just
completed, tell the world from the top of the Hotel War-
wick in New York, where several scenes were shot during
the windup of production.

September 17, 1927

EXHIBITORS HERALD

29

With Maine Theatredom’s Hustlers

‘ Where you find Nichols, you find dollars’

( L. to R.) (1) Here’s A. E. Fowler, former Thespian, managing Gray’s Opera House, Bangor. (2) The camera took Harry
Hinckley, Town Hall, Blue Hill, unawares. (3) Caught Lewis Clark, manager, Folly, Castine, ready to go fishing. (4)
Everybody knows Sam Kurson, genial president of the Graphic Circuit, Bangor, nine theatres. (5) A. W. Pinkham, Park,
Bangor, left the ranks to manage a Gray first-run. (6) Meet Sam Gioro, hustling manager of the Olympia, Bangor. (7)
N. T. Grindle, Rockefeller estate caretaker at Seal Harbor, runs the neighborhood theatre.

Mr. and Mrs. Roy K.
Dennison own the beau-
tiful new Arcade at East
Machias. Roy is a state
legislator.

Mrs. E. B. Main operates
the Chase Opera House
at Patten. Who wouldn’t
like a chum like hers?

John Smith and his
daughter run the Dream-
land! at Mattawamkeag.
Did we spell that right,
John?

F. D. Johnson (right)
manages the Opera
House, Woodland. He
was snapped with his op-
erator, J. T. Greenlaw.

Victor Holtz manages
the Princess, Danforth.
His father, Charles Holtz,
an old sourdough, awaits
M-G-M’s “Trail of ’98.”

Mr. and Mrs. George B.
Churchill at their lovely
home, Houlton. George
operates the Temple and
Dream.

Here are Mr. and Mrs.
N. E. McCannell of the
Opera House at Prince-
ton. N. E. knows the
show business.

Note the smile. A. E.
Rosie just missed the
grocery business. This
showman has the Alamo
at Bucksport.

(L. to R.) (1) Introducing H. G. Reed, of Reed’s theatre at Mekinley. (2) Frank B. McKeown, oldtimer, runs a dandy thea-
tre, the Jonesport Opera House. (3) Billy Means, Jr., whose house burned, is getting his Colonial at Machias in shape. Get
him to tell you his latest bear story. (4) J. A. McClure has the Union Hall at Cherryfield. (5) Here’s W. V. Hone of the
Opera House, Presque Isle. (6) Joe Emery, Bar Harbor’s impresario and Beau Brummell, conducts two first-class mints in
the Star and Casino. (7) O. B. Fernandez, former sheriff, owns the Strand, Oldtown.

30

EXHIBITORS HERALD

September 17, 1927

F-N, Pathe, FBO Merger Rumor
Served Up Again as Hash

Executives Spike Six-Months-Old Report — A. M. P. A. Election Post-
poned Week Due to Loew Funeral
JOHN S. SPARGO

NEW YORK, Sept. 13. — How will you have your rumors served this
morning? If you have any choice in the matter, just skirmish
around a little and you can get them in any style you desire, with
plenty of alleged substantiating evidence to make each style appear the
proper diet.

THE latest and apparently the most popu-
lar dish of rumors is a consolidation of
First National, Pathe and FBO, which is
probably all right except that the persons
who would naturally have most to do with
such consolidating, assert that they know
nothing about it. This rumor has been
sprung several times within the past six
months, and was recently revived with one
of those “wheels have been set in motion”
by “conferences between the heads of the
companies” stuff. Only in this particular
instance, if any conferences were held, it
was not recently, as these “heads of com-
panies” have been widely separated.
Kennedy and Murdock Haven’t Met
Joseph P. Kennedy, head of FBO, and
J. J. Murdock are supposed to have been
conferring recently, but they have not. Mr.
Murdock has been in New York for the
past month. Mr. Kennedy has been in the
White Mountains for the same length of
time and they have not met. Elmer Pear-
son is on the Coast and it is unlikely that
Mr. Murdock is doing any conferencing
without having Mr. Pearson somewhere in
the neighborhood. John McGuirk and Sam
Spring, of First National, have both spent
considerable time in New York recently,
and may have known that Mr. Murdock
was also in the city. But so far as the
“pool,” “consolidation,” “amalgamation,” or
what have you, is concerned, they all say it
is news to them.

Still, you never can tell. In this film
business anything may happen, and happen
quickly. And again it may not. But in
the meantime, you can have your rumors
served hot or cold, or as you wish.

* * *

A. M . P. A. Election Postponed

The annual election of officers and the
weekly luncheon of the Associated Motion
Picture Advertisers, which was booked for
last Thursday, was called off out of respect
to Marcus Loew, and many of the advertis-
ers attended the funeral of the Metro chief.

The election will take place this week and
Thursday’s session will be a closed one to
permit of the balloting. The ticket, to
which there is no opposition, follows :
President; Bruce Gallup
Vice-Pres.; Lon Young
Treasurer; George Harvey
Secretary; James Zabin
* * *

What becomes of the theatre ushers when
they decide to quit ushing, is given one
answer at the Roxy theatre this week.
When Roxy was the directorial head of the
Capitol he had in his employ a clever young
usher named Roy Ellis.

In the divertissements at the Roxy is a
clever number featured as “Tambourin
Chinois,” in which two talented thespians
named Teddy Walters and Roy Ellis do
their stuff.

Yes. It’s the same Roy Ellis who used
to “ush” for Roxy at the Capitol.

* * *

“ Ben-Hur ” Held Over
“Ben-Hur,” the big Metro-Goldwyn-
Mayer spectacle, did such a whaling busi-
ness at the Capitol theatre that Major Ed-

ward Bowes is holding it over for a second
week, with the prospects of it staying at
least one week longer. In order to accom-
modate the early crowds the doors of the
Capitol are being opened at 12 :30.

* * *

The first steps looking toward an eventual
consolidation of Universal Pictures Cor-
poration and Universal Chain Theatres Cor-
poration have been taken by the directors
of both companies, it was announced last
week.

The board of directors of Universal Pic-
tures Corporation has voted, in considera-
tion of the acquisition by the corporation
from Carl Laemmle and others of a sub-
stantial majority of the common stock and
all of the management stock of the Thea-
tres Corporation, to enter into an agreement
under which the Pictures Corporation will
guarantee for two years from Aug. 15,
1927, and under certain conditions, divi-
dends on the first preferred stock of the
Theatres Corporation.

* * *

Theatres’ Earnings Increase

The proposal was accepted by the direc-
tors of the Theatres Corporation and it is
expected that the agreement will be closed
immediately. In connection with the pay-
ment of the September dividend, further
details regarding the guaranty will be
mailed to stockholders.

Daniel Michalove, general manager of
Theatres Corporation, reported to directors
of the Pictures Corporation that earnings
of the theatre company had materially im-
proved toward the end of summer, and that
with the opening of five new houses now
under construction within the next two
months, a further substantial improvement
in earnings was expected.

* * *

British Appreciate Roxy

That American showmanship, especially
that kind dispensed by Sam Rothafel at
the Roxy theatre, is appreciated interna-
tionally is pretty well evidenced by the fol-
lowing from the current issue of Bioscope,
the big British film trade paper:

“British Brunswick, Ltd., makers of the
‘Panatrope,’ this week announce a big ad-
vertising opportunity to exhibitors already
in possession of one of these instruments,
and a strong inducement to investigate its
capabilities to the shrinking number of
those who do not.

“They are issuing two double-sided 10-
inch records on which four organ solos
recorded on the mammoth three-console or-
gan in the ‘Roxy’ theatre, New York. They
are: No. 3488, ‘Blue Skies’ and ‘Honolulu
Moon ;’ No. 3489, ‘It All Depends on You’
and ‘Trail of Dreams.’

“The Roxy, with its 6,200 capacity, its
takings of £25,000 weekly, and above all,
its great organ, demanding the services of
three musicians, is a household word with
British exhibitors, and the advantage, now
open to the smallest hall in the country, of
advertising ‘intermission by the organ of
the Roxy theatre, New York,’ is one which
will be appreciated.”

Industry Halts to Pay
Final T ribute to Loew
at Brief Funeral Rites

( Continued from page 21)
had gathered when the funeral party passed
through the gates at 1 :30. The services
at the grave were marked with the same
simplicity as those at the house, and were
entirely in Hebrew.

Messages to C. C. Pettijohn showed
that in all cities of the United States
and Canada where Film Boards of
Trade have headquarters the film ex-
changes suspended operations for five
minutes on Thursday in tribute to Mr.
Loew and theatres remained closed until
2 p. m.

Throughout New York the film industry
was practically at a standstill during the
hours of the funeral, almost every one
of the companies and theatres suspending
operations until after the remains of Mr.
Loew had been laid away in the cemetary.
The Loew theatres remained closed all day,
as did the Metro offices and the offices
of the M. P. P. D. A. Scores of picture
and vaudeville theatres throughout New
York had posted on their doors the follow-
ing;

This theatre will be closed until
2 p. m. today out of respect to the
memory of Marcus Loew, one of the
ablest most respected and best be-
loved pioneers in the motion picture
industry.

By his splendid talents, sound judg-
ment and that rare and admirable at-
tribute— eternal humaneness — he built
for himself in the hearts of all friends
of motion pictures a place that time
will not destroy. He was a friend of
all men and all men were his friends.

Among the prominent persons who as-
sembled at the Loew estate for the funeral
services were Adolph Zukor, David War-
field, Lew Fields, Joe Weber, Mr. and Mrs.
Nicholas M. Schenck, Mr. and Mrs. John
Golden, Lee Shubert, Will H. Hays, Ar-
thur Brisbane, J. Robert Rubin, Charles M.
Schab, Judge Mitchell Erlanger, Ben
Roeder, Harold Lloyd and Mildred Davis,
E. F. Albee, Hal Roach, Willian Randolph
Hearst, James J. Corbett, Arthur Hammer-
stein, Oscar Hammerstein 2d, E. A. Schil-
ler, John J. McGuirk, Sam and Abe
Warner, A1 Boyd, Henry King, Martin J.
Quigley, W. R. Sheehan, J. J. McCarthy,
Nora Bayes, Julius Tannen, former Gover-
nor Charles E. Milliken, Major and Mrs.
Edward Bowes, C. F. Zittel, Jules Hurtig,
Wm. De Lignemare, Magistrate August
Dreyer, Dorothy Dalton, Felix Feist,
Edgar Allen Wolfe, William Collier, Judge
Mitchell May, Judge Lazansky, Lou Anger,
Nathan S. Jones, Sylvan Levy, Howard
Dietz, J. K. Emmett, Mrs, Sailing Baruch
and George Manker Watters.

Tributes From All Over World

A wreath from members of the Loew
family was made up of all varieties of
flowers growing on the Glen Cove estate,
and this formed one of the most arresting
floral pieces on display. Two other in-
timate tributes came in the form of wreaths
of red and white roses made up by the
employes at “Pembroke.”

Telegrams of condolence came from
India, Austrialia, Argentina, England,
Paris, Hollywood, Africa — in fact, from
every corner of the globe. Among the
cables to be received were dispatches from
Mayor Walker, who is now at Lido, Italy,
and one from Carl Laemmle sent from
Munchen, Germany. The mayor’s message
read : “Death of my dear friend Marcus
a terrible shock. Please accept my deep-
est sympathy.”

September 17, 1927

EXHIBITORS HERALD

31

Re-Takes

WELL, things were pretty quiet around
Hollywood last week. Only three stars
threw parties for the boys of the press. But
we managed to eat enough to tide us over

until the next feed.

* * *

At one of these affairs the host gave
everyone a beautiful autographed photo of
himself. And weren’t we thrilled? Oh,
gee, yes, indeedy.

* * *

The Los Angeles school authorities have
decided the girls can attend this season
without wearing stockings. The girls de-
cided this early last summer. And when
they decide what is fashionable all the old
pedagogues in the country can’t change the
styles.

* * *

Will’s Bible

Caught Will Rogers reading aloud to his
director, Richard Wallace, the other day on
the set of “A Texas Steer” and the gum-
chewing comedian was so interested he
couldn’t lay aside the book to work in the
picture. On closer inspection found it was
The Herald, and he was reading “What
the Picture Did for Me.”

* * *

He also sang a “Mammv” song as A1
Jolson never sang it.

* *

Free Tip

But here’s a tip for First National and
Chas. Rogers. They ought to have a Vita-
phone record of Will working on that pic-
ture. He keeps up a running fire of con-
versation and has the cameraman and all
the prop boys doubled up with laughter.

* * *

Thanks, Estelle

Our mail was quite heavy again last
Thursday. Got a post card from Estelle
Taylor, now sojourning in Chicago, but it
didn’t have a word about the fight, or who
was going to win.

* * *

Sticking Tight

Quite a few of the A. E. F. boys sailed
for Paris last week. A number of them
who have jobs now, didn’t go. They re-
member the last time they went over.

* * *

He’s Awful

Our old pal, Don Eddy, who writes pieces
for the papers about Harry Langdon, is
skipping around the key cities of the coun-
try. If any of you exhibitors meet up with
him, listen to him but don’t believe his golf
score. I know what he shoots.

* * *

Hurrah for Mack

Mack Sennett wants a good title for his
“Bathing Girl” picture. It must be snappy
and romantic, and if he likes it he’ll send
you a photo of Sally Eilers. Now isn’t
that nice?

* * *

Most of Hollywood will move to Chicago
next week, so there won’t be much news.
It seems there’s going to be a scrap or a
punch-fest or something there, between one
Mr. Dempsey, of Hollywood, and a Mr.
Tunney, late of Philadelphia. “The whole
town’s agog,” I hear.

* * *

Famous Last Words

“It’s real Bourbon and only $2 a bottle.”

Get out the tux., Meadows, the 233 In-
augural Ball is Tonight. R.M.

Citizens Instructed With Films
PHILADELPHIA. — As a method of visual in-
struction of citizens, motion pictures of street
cleaning and waste removal are being taken by
the Bureau of Street Cleaning in Philadelphia.

U Returns to Broadway with
“Cat and Canary” at Colony

Riesenfeld Makes Picture the Largest Factor But Leads Up to
It with Exceptionally Clever Program — Con-
ducts Orchestra Himself at Opening

By JOHN S. SPARGO

NEW YORK, Sept. 13. — Universal Pictures got back on Broadway
with a theatre last week with the opening of the Colony, under the manage-
ment of Dr. Hugo Riesenfeld. The picture used for the opening was “The
Cat and the Canary,” and if the picture and class of show Dr. Riesenfeld
put on to accompany it is a criterion of the regular diet it is safe to say
that the Colony is going to be a mighty popular place of entertainment.

Picture Made Largest Factor

It appears evident from the genial doctor’s first program that he intends
to make the picture the big feature of his entertainment and not subordinate
it to such an extent that it becomes the tail end of a pretentious presentation

show.

Not that the guests of the Colony are
not seeing an exceptionally clever pro-
gram leading up to the piece de resist-
ance, for they are. The diversified enter-
tainment put on is of the same sort that
made Dr. Riesenfeld one of the most
popular of theatre directors during his
regime at the Rialto and Rivoli.

Orchestra Exceptionally Good

Dr. Riesenfeld has, as was to be ex-
pected, gathered together an exception-
ally good orchestra, which he personally
conducted on the opening night, last
Friday. After the first orchestra num-
ber, a classical jazz arrangement, Dr.
Riesenfeld was the recipient of round
after round of applause, to which he re-
sponded by a graceful and brief speech.

“The Cat and the Canary” is a pic-
ture that will likely please a lot of audi-
ences throughout the country when it is
turned loose to the exhibitors. It is the
initial American effort of Paul Leni, the
German director, who has injected many
foreign tricks of photography into the
filming of this typically American crook
mystery play.

Follows Stage Version

The picture follows closely the stage
version of John Williard’s weird mys-
tery story, and those who shivered at
the stage play will get many more chills
running up and down the spinal column
by watching the telling of the story on
the screen.

Laura La Plante heads the cast.

Movietone , Vitaphone
Shown at Secret Session
in London Pending Deal

(Special to the Herald)

LONDON, Sept. 2. (By Mail) — There is
nothing like a first-class mystery to set
the whole trade agog with speculations,

and P. C. T. this week provided one. A
large meeting was held at the New Gal-
lery Kinema and the press was excluded.
It was all kept very “dark.” Demonstra-
tions of the Movietone, and the Vitaphone
were given, it is believed for the express
purpose of obtaining the views of a critical
audience, prior to the furtherance of nego-
tiations which may end in the acquisition by
P. C. T. of one or both of these talking
film devices.

Eddy Klein has recovered from his re-
cent severe illness, and has been joined in
London by Mrs. Klein. They returned to
America in October.

* * *

Try to Bar Foreign Films

The Government of India, according to
a report received here, is submitting a
resolution to both Houses for appointment
of a committee to report on film censor-
ship, and to consider means of encourag-
ing the exhibition in India of British films,
and the production and exhibition of films
made in India, in particular. This is re-
garded as an attempt to shut out American
and Continental productions which at the
moment are strongly entrenched.

* * *

Cinema artists in London called a meet-
ing this week and decided to form an
association on the lines of that existing in
America.

jfj

Pauline Frederick, Heroine

Herbert Wilcox this week announces his
intention of making a new film to be
titled “Dawn,” in which the woman’s share
in the great war will be epitomized for the
first time. As to whether the choice of
Pauline Frederick, to portray the principal
character — Nurse Cavell whom the Ger-
mans executed for espionage — will be
found a popular one is somewhat doubtful,
although there will be few who will deny
there is no British star who might be better
cast.

Fire Pops in Court When Houston

Theatre Begins Run of “Big Parade ”

With the playing of “The Big Parade” at the Kirby Theatre, Houston, one
week before release date, fire popped in the courts. Will Horwitz
operator of a string of Houston houses, hied suit for an injunction restrain-
ing the showing of the picture on the grounds that he had a contract with
M etro-Goldwyn-Mayer to the second run rights of the picture. Counsel for
the defense convinced the court that a road-showing is not considered hrst
run, and that the Kirby was showing a hrst run, at popular prices. A supple-
mentary clause was found in Horwitz’ contract stating that the Queen, Publix
house, was to have rights to the picture before he got it, and as the Kirby
takes the place of the Queen for the Publix in Houston, as the outstanding
picture house, the place of showing was merely transferred. Final hearing
of the case will be held in Dallas.

32

EXHIBITORS HERALD

September 17, 1927

Hodes Asks
For Ideas on

Accessories

News Reels in Intermissions

Would Help Stage: Stevens

Pictures Have Sped Up Action of Plays and Made Twelve Scenes Grow
Where Only Three Grew Before, Says Chicago Newspaper Critic

“The nezvsreel, neatly melodised, would he about my idea of the perfect
intermission for any theatrical performance.”

This statement by Ashton Stevens, dramatic critic of the Chicago Herald-
Examiner, made in his column August 12, is arousing considerable interest
in the motion picture field through the developments from that statement and
its possibilities.

Quotes Quigley Editorial

Martin J. Quigley, commenting editorially on the suggestion in the Herald
of September 3, stated in part that “this looks to us like a decidedly good idea;
one of interest to the industry and likewise something that the public certainly
would welcome.”

MR. STEVENS, amplifying upon the
suggestion in the Herald-Examiner
of September 8, declares that “what the
movies have done for the stage is to speed
up the action of the plays.” He first quotes
from Mr. Quigley’s editorial article as fol-
lows :

“Mr. Stevens is by no means a mo-
tion picture fanatic, and his suggestion
( thut newsreels be shown in the dra-
matic theatres between the acts of the
plays) may only be interpreted as one
conceived primarily for the public’s
benefit without any particular thought
to the industry’s interest. Now that
the idea has been auspiciously — and
expertly — proposed, the industry
should follow it up and seek to con-
trive its execution.”

Then Mr. Stevens goes on :

“I haven’t seen a play this week — and I
have already seen three — which could not
have improved the evening by serving the
pictorial news of the world during the in-
termissions.

“Time was when the intermission was
for men only and led straight to the little
bar next door or ’round the corner. But
now it is simply an amble for half the
audience, women smoking with the men on
the sidewalk, and everybody bored.

“Solace Dull Intervals”

“It would be only common justice for
the movies — which have done much to and
little for the stage — to solace the dull in-
tervals of scene-shifting with animated
photographs of Mayor Thompson denting
a hammer with a horn, or Mr. Levine, the
impulsive angel of aviation, being fitted to
an Oregon boot by the missus, or what
have you.

“ What the movies have done for
the stage is to speed up the action of
the plays, make sometimes twelve
scenes grow where only three grew
before, and with the camera, which
does not lie, show the actor that over-
acting is weakness and not strength.
“What they have done to the stage is
to give it a sudden undisciplined audience

that, unfamiliar with the traditions, con-
ventions and niceties of the drama, de-
mands its theatre crude, nude and peppery.

“Movies Killed Vaudeville”

“The socalled legitimate theatre survives
because it largely caters to the screen-
goers who can afford its steep prices. But
vaudeville has not fared so well. Two-
a-day vaudeville is dead, the Billboard tells
us, in all save some six major cities. The
movies killed it.

“Mr. Jolson, instead of enjoying a well-
earned rest in the two-a-day, is (for $17,-
500 a week) risking the most valuable part
of his neck by singing four times daily
in a Los Angeles picture palace.

“The Exhibitors Herald is right in sur-
mising that my suggestion for newsreels
between the acts was made in simple good
faith. And it is still right when its writer
wittily adds, ‘But it is likely that there is
also a bit of appeal for self -protection’.”

In his first article on the subject Mr.
Stevens declared that newsreels “are the
best part of the movies to me, and I don’t
see why they shouldn’t help our ailing
friend, the Drama.”

That article, in part, follows :

“Dan Roche (Chicago publicity repre-
sentative of Pathe-DeMille) tells me that
when I attend the opening of ‘The Spider’
— a melodrama whose action is supposed
to take place in a vaudeville house — I will
notice, much to my ‘chagrin and amaze-
ment,’ that the first number is a news-
reel, booked with biweekly change by
George Lederer.

“Amazement is all right, but I
don’t know just where Mr. Roche gets
my chagrin. If the newsreel is all
that it ought to be I shall most likely
try to give it an encore. I dote on
newsreels. They are the best part of
the movies to me, and I don’t see
why they shouldn’t help our ailing
friend, the Drama.

“In fact the newsreel, neatly melodized,
would be about my idea of the perfect in-
termission for any theatrical performance.”

Exhibitors, your comment on the
question of whether you are receiving
the right kind of ideas and material
for exploiting your Short Features is
not only being read carefully, but also
is being requested by the home offices
of the distributors.

The distributors, and particularly their
accessories departments, are vitally inter-
ested in your thoughts as to how they best
can help you to put over your Short Fea-
tures. The columns of this department are
open to you, as they have been throughout
the course of this discussion, which was
prompted by Exhibitor Jay E. Gould.

The latest to enter the discussion is Hal
Hodes, sales director of the short product
and complete service departments of Uni-
versal. Mr. Hodes wants your ideas. He
writes this department of the Herald as
follows :

“I read with great interest the letter writ-
ten by Jay E. Gould on ‘Better Accessories
for Short Subjects’ as contained in a recent
issue of the Exhibitors Herald, and the
replies thereto made by Messrs. Bader and
Mack.

“Universal awaits the reaction of
exhibitors to these letters in the hope
that the information they contain will
result in ideas which would enable us
to make our short product accessories
more valuable than ever to the shoiv-
man. If all exhibitors were showmen
of the same high caliber evidenced by
Mr. Gould, the accessory problem
would be simplified for our organiza-
tion.”

Mr. Hodes’ letter contains a number of
things to think about. Possibly some ex-
hibitors will disagree with some of his
comment, and undoubtedly he will welcome
hearing from you through this department.
His letter goes on as follows :

Years ag o Carl Laemmle took his place as the
most aggressive advertiser in the industry. Real-
izing what advertising has done for his organi-
zation, he has hammered away at the exhibitor
for the purpose of making the latter realize how
necessary it is for him to advertise every element
of his program.

Because Mr. Bader, manager of our accessory
department, has already so ably discussed the man-
ner in which Universal endeavors to make our
accessories of increasing help to the users of
Universal “shorts” it is unnecessary for me to enter
into that phase of the discussion. However, it has
been my experience that “accessories” seldom
means more than paper and slides to the average
exhibitor. That is because he thinks along narrow
and single-track lines. The encouraging thing
about the situation, however, is that every day sees
augmented the number of exhibitors who under-
stand that short subjects properly exploited can
be made to increase box office receipts.

When we folks of Universal think of
accessories, we think not only in terms of

September 17, 192 7

EXHIBITORS HERALD

33

paper, slides and heralds, but also of mer-
chandising tieups.

Too Many Regard Shorts as “Fillers”

Although their number dwindles, there
are still too many exhibitors — I can’t call
them showmen — who still regard the short
product as just a “fdler” and nothing more.
Even the cost of a one-sheet is spent
grudgingly by this type of theatre owner.

The industry is still discussing the re-
markable campaign waged by Universal in
connection with “Snookums,” the little star
of the “Newlyweds and Their Baby” come-
dies.

I called upon a certain first-run exhibitor
in a key town while this publicity was at
its height. Here was the kind of advertis-
ing that live showmen hailed and used to
splendid advantage. On my way to this
showman’s theatre I passed a building occu-
pied by the most important newspaper in
town. A crowd was gathered in front of
the bulletin board and I discovered that the
center of attraction was the picture and
story of “Snookums’ ” visit to Washington.

What He Found at One Theatre

I mentioned this incident to the exhibitor
in the course of the ensuing conversation.
To my surprise he hadn’t heard of
“Snookums’ ” visit to Washington, nor had
he read the papers that day. “Yes,” he was
using Universal’s comedies and he was run-
ning one that particular half of the week.
Was it a “Snookums?” He didn’t know
because when booking the comedy, he never
inquired about the brand, but merely in-
structed that a comedy be shipped.

Laughter coming from his theatre
prompted me to step out onto the balcony
of the house. His office was situated near
the balcony. There on the screen was the
latest “Snookums’” comedy! Not a piece
of advertising outside to tie this fact up
with the greatest publicity stunt in recent
years.

Fortunately, this type of exhibitor is in the
minority and the next few years will see them in
some other field of endeavor. Ours is an industry
which only has room for the livest live-wires, com-
petition crowds the others out.

Bowers Signs To
Do Comedy Group
For Educational

(Special to the Herald)

NEW YORK, Sept. 13. — Charley Bowers
and his special process have been obtained
by E. W. Hammons for the Educational
comedy program.

“The Wizard of
Long Island” has
left for Los An-
geles, where he
will make a series
of six Charley
Bowers comedies
at the Educational
Studios.

All the machin-
ery necessary for
Bowers’ secret
process was
shipped to Los
Angeles this week,
and Bowers, ac- charley Bowers

compamed by his

technical assistants, departed at the same
time. It will take from two to three weeks
after its arrival to get the machinery set
up at the Educational Studios, where the
Bowers producing unit will occupy a sep-
arate building. As soon as the equipment
is ready Bowers will start immediately on
the production of his first picture for Ed-
ucational.

Monarc hs and Savages “Shot”
By Fox Man in Two Year Trip

MONARCHS and jungle savages alike have come within range of
camera fire of Fernando E. Delgado, in a two-year-trip to every
nation of the world under Spanish influence, which has just closed
with his return to the home office of Fox News.

1AHE Spanish cameraman has made pic-
tures in Spain, Portugal, Morocco, Bra-
zil Bolivia. Argentine. Chile. Ecuador.

Fernando E. Delgado

Cuba and the West
Indies.

In Morocco, he
obtained closeups
of the coronation
of the new caliph,
Muley El Hassan.
In Argentine Del-
gado met Mrs.
Concepcion Unzue
de Cesares, whose
job is to own and
direct a ranch of
138,378 acres. Then
he shot the races
at the Argentine
National Derby at
Palormo. First he
obtained a picture
of the first fan to
reach the box of-
fice. His name was
Juanito Iturriverr-
igorrigoicoverrigoa
scoeches, and that’s
a long wait in
itself.

Delgado took
scenes showing
President and Mrs.
Marcelo Alvear to-

gether with the cabinet and other high offi-
cials. Later in Brazil he obtained poses of
Dr. Arthur Da Silva Bernardes, president
of the republic, together with L'nited
States Ambassador Edward V. Morgan.

Delgado roved with the famous gypsies
of Granada, Spain. In the Chirihirihuano
Indian district north of Yacuiba in the
Bolivian jungle, Delgado obtained pictures
of the savages.

Delgado has shot South American scenes
from airplane, ship and horseback. He has
been at the crater of the volcano Osorno,
in Chile. From the deck of the Chilean
cutter Porvenir, he shot another series of
interesting scenes, and ashore he visited
Alfonso Menendez, the “Rockefeller of
South America.”

Dr. Isidro Ayora, president of the Re-
public of Ecuador, welcomed the camera-
man there.

“There is a remarkable enthusiasm for
American pictures in South America,” said
Delgado. “I believe the people are equally
as interested in news reels as they are in
features.”

Delgado is returning to South America
in the fall to shoot another series.

Six Rules to Help
Put Over News Reel
Offered by Talley

Six cardinal rules for exploiting news
reels to the best advantage at the box office
are given by Truman H. Talley, director-
in-chief of Fox News, in explaining why
“the greatest theatre managers regard the
treatment of their news reel presentation
as of almost equal importance to the presen-
tation of their feature picture.”

Talley’s suggestions are:

1 Screen your news reel the moment
• the print reaches your theatre so you
can determine which shots are best for

your newspaper advertising and your dis-
plays.

2 Use the one-sheets issued by all news
• reels. These contain up to half a
dozen summarized news headlines to appeal
to all classes of people.

"T Systematically advertise the trade
marks or special subjects of whatever
news reel is being run. Many persons have
their favorites among news reels.

A Establish contacts with newspapers so
* as to get at least one story a week
into the news columns on topics being pre-
sented.

C Work out some of the many novelty
kJ" stunts devised. An exhibitor put over
one of the best ideas when he obtained
cooperation of school officials in an essay
contest on outstanding topics.

Present the news reel as carefully as
y* the long feature. Use the right kind
of music and see that it is properly cued.

NEWSPICTURES

PARAMOUNT NEWS NO. 12— Obsolete army planes

at Nashville, Tenn., are burned Prince Gustave

and Princess Louise of Sweden, at Stockholm,

visit Scout camp Marines at Quantico, Va., test

new rubber boat attachment for parachutes—
Country's champion dogs race at Hamilton, O.
PATHE NEWS NO. 72— George Young, winner of
Catalina swim, practices for Lake Ontario swim
—American Legion lands at Cherbourg, France,

for convention Coolidge continues tour of

Yellowstone Hunters at Saratoga, N. Y., take

jumps in Old Colony race.

INTERNATIONAL NEWSREEL NO. 73 — Norwegian
oars triumph at Midland Beach, Staten Island.
N. Y., in first international lifeboat crew con-
test Charles E. Hughes returns to New York

from Europe Three Brennan sisters at New

York are brides at one ceremony— Lorraine
Ferrary of New York wins “Miss America, Jr.,”

title Japs in strange attire at Fukushima. Japan,

honor ancient warriors Acrobats in New York

do stunts on roof-tops Boys at Los Angeles

launch toy airplanes Helen Filkey at Eureka,

Cal., breaks hurdle race record.

KINOGRAMS NO. 5324 “Pride of Detroit” lands

in England Los Angeles greets Art Goebel.

winner of Honolulu air race Tars of six na-
tions at New York stage boat race Antique

locomotives arrive at Halethrope, Md., to take

part of celebration Chicago greets Gene Tunney

on arrival in city.

FOX NEWS NO. 97 Bobby Jones at Minneapolis

wins amateur golf championship — President and
family view Yellowstone Falls— New York Na-
tional Guard at Fort Wright, N. Y., practice on
big guns— Hop crop at Kent, England, is gath-
ered by men on 6tilts— — Resorters at Lake Hopat-

cong, N. J., hold Grecian dance at night Uncle

Sam rounds up his Montana buffalo Girls at

Dunedin, Fla., joust on aquaplanes.

FOX NEWS NO. 98 Helen Wills wins tennis cup

from Betty Nuthall— Thousands of invalids go to
Loudres, France, for miraculous cures— German
wins 21-mile swimming contest on Lake Ontario
Ireland's army shows strength at Dublin Re-
built battleship, Tets, visits New York Princess

Lowenstein-Wertheim starts flight to America.

M-G-M NEWS NO. 6— U. S. Polo team at Meadow
Brook club, L. I., N. Y., practice for interna-
tional classic Philippine Rapids lure U. S.

tourists One hundred and fifty couples, mar-

ried 50 years, meet at Portland, Ore.— Uncle
Sam's airplanes at San Diego fly in review for

Secretary of Navy Wilbur German triumphs in

21-mile swim on Lake Ontario Days of '49 are

revived at buffalo round-up in Yellowstone Park
—Helen Wills at Forrest Hills, N. Y., regains
tennis crown.

PARAMOUNT NEWS NO. 11 Ambassador Paul

Claudel of France and daughter arrive in New
York- — Prince of Wales at Toronto, Can., opens

great gate named in his honor Mayor Boess of

Berlin, Germany, greets Mayor Walker of New
York— Cowboys at Lindbergh Canyon, Colo.,
round up herd of wild horses— German wins
Lake Ontario 12-mile swim— Aviators on each
side of Atlantic begin ocean flights.

34

EXHIBITORS HERALD

September 17, 1927

PRESENMON ACTS

Avalon Swells Bandshow Roster

Austin Mack
Band Leader
at Diversey

Johnny Perkins Is Permanent
M. C. at Orpheum House
in Chicago

According to a previous announcement
made in this section several issues ago, the
Diversey theatre, an Orpheum house lo-
cated on Clark near Diversey, Chicago, in-
augurated its new policy of stage band-
shows on September 4.

This house, which was built some two
years ago, was always a split week vaude-
ville theatre that presented to the North
Side several of the featured acts that ap-
peared in the two-a-day Orpheum houses.

However, the house up to the time of its
stagehand policy never proved much suc-
cess financially and it is expected that this
new policy will change its statis consider-
ably if not entirely.

Mack Is Leader

Austin Mack, for years a featured band
leader in vaudeville and recently stationed
in another local house in the same capacity,
has been selected as the .permanent band
leader at this theatre with his Century
Serenaders.

The new policy sponsored will offer huge
stageshows with the regular Orpheum
vaudeville acts doing their routines in front
of the band with Johnny Perkins as the
permanent master of ceremonies. The pro-
gram will be changed twice weekly on Sun-
days and Thursday with an entire change
of films and specialty acts.

Although it is not definitely known yet,
it is somewhat of a constant rumor that if
this policy proves successful in the Di-
versey, several of the three-a-day houses on
the Orpheum circuit will switch from their
present policy of vaudeville to presentation.
Another Chicago theatre that might go into
this policy will be the Tower on 63rd and
Harper avenue, also an Orpheum house.

Roster Is Growing

With the opening of the new Avalon,
the total number of deluxe picture houses
in Chicago now running the stage band-
show form of entertainment amounts to 15
full week theatres with approximately that
many more smaller houses offering the
policy on a smaller basis, either split week
or Saturdays and Sundays.

Some of the small theatres in Chicago
that have recently adopted the stage band-
show, which is better known as the Paul
Ash policy, are the Crystal, Terminal,
Windsor, Belpark and Ambassador, all
neighborhood theatres.

This gives presentation artists approxi-

Buddy Fisher Austin Mack

Francis Kromar Leonard Smith

mately 30 weeks work in Chicago with
probably enough on the outskirts to fill in a
whole year without making many long
jumps. This situation did not exist a year
ago and it seems that the policy is going
over bigger and better every week wherever
it is installed and in some cases it has even
been remarked that this new policy was
the life saver of the deluxe picture house
as well as many of the neighborhood
theatres.

Sid Berman to Write
for “Herald”

It is with great pleasure to announce
that we have been able to secure the valu-
able writings of Sidney Berman, buyer of
sheet music for Lyon and Healy of Chi-
cago. Mr. Berman will contribute to the
Presentation Department each week a
column devoted to new songs and their
musical values to organists and band
leaders. Many know that Mr. Berman is a
man of high standing in the music trade
as well as outside of the publishing busi-
ness, and we know that he is quite adept
for this sort of work. We are very sure
that our readers as well as all music
publishers shall enjoy reading Mr. Ber-
man’s advice on songs each week. The
first installment will appear in our next
issue.

Buddy Fisher
Directing at
Cooney House

Special Permit Lets Theatre Re-
main Open for Its
Premiere

By A. RAYMOND GALLO

After several months of planning
and construction the Avalon theatre
has opened in Chicago. This house,
whose policy is to present stage
bandshows and feature films, was
conceived by John Eberson, promi-
nent theatre architect, who has
many other deluxe theatres to his
credit.

The house, which is located on
79th street and Stony Island ave-
nue, Chicago’s far South Side, is of
Persian construction and is prob-
ably the last word in beauty and art
as a cinema palace.

Buddy Fisher is the youthful
band leader selected to present
stageshows here.

This theatre opened on August 29, the
evening of the recent Chicago strike
which compelled over 370 Chicago thea-
tres to close.

Given Special Permit

In spite of the prevailing strike, which
later closed all the theatres, the Cooney
Brothers, who are the owners of the
Avalon and the operators of 10 Chi-
cago theatres, were granted a special
permit to remain open due to the fact
that they had sent out hundreds of in-
vitations for the premiere opening of
their new theatre.

On the scheduled evening at 5:30 p. m.
79th street and part of Stony Island at
that corner were blocked for hours by
the crowd of amusement seekers who
were attending the opening of their new
community amusement house.

It seems that the opening of this
theatre meant something different to the
public of this district.

Many Financially Interested

All openings more or less create an
unusual amount of interest, either from
the standpoint of. curiosity or because
such affairs should be considered an
event. However, this occasion was dif-
ferent. The Avalon had been in con-
struction for nearly a year or more and
hundreds of people in its vicinity are
financially interested in the enterprise
( Continued on page 35)

September 17, 1927

EXHIBITORS HERALD

35

AVALON OPENS

( Continued from page 34)

and of course they were more or less
interested in the organization fostering
the new house.

It is needless to say that when news-
paper announcements appeared in the
local dailies to the effect that the Avalon
would open August 29 that a consider-
able number of people was happy for
two reasons. One, which probably is
the main reason for any small investor,
is that their dream finally came true,
and the second one is that at last their
neighborhood, which is several miles
away from the loop or any first class
theatre, now made it possible to present
to them high class stage amusement as
well as first run photoplay. Without a
doubt, the new Avalon is a mark of
beauty in Chicago’s map of theatre art
that will live probably forever.

Its Persian splendor, both inside and
out, is something that visitors look at
with awe and admiration. Through their
architect the Cooney Brothers have
brought to this neighborhood a temple
of mirth that Chicago is proud of.

In this day and age of theatre build-
ing, especially the many beautiful deluxe
picture houses, one cannot help but ad-
mire a theatre built of unique ideas
wound around the customs of some for-
eign land and what could be more uni-
que and romantic than a Persian thea-
tre of Arabian beauty, which presents in
one evening’s entertainment the warmth
and atmosphere of a thousand and one
Arabian nights, and all this is made
possible by today’s advanced art of con-
struction and architecture as well as the
careful research that is carried on by
some of the world’s greatest scientists.

In another part of this section a report
of stageshows appears.

Two New Wisconsin
Houses Open with
Stageshows

Saxe Amusement Enterprises opened its
thirteenth theatre in Milwaukee this
month, with over 9,000 people attending
the performances. The new theatre, the
$1,100,000 Uptown, is located on Milwau-
kee's Northwest Side. It has a seating ca-
pacity of 2,300 and is smybollical of Italy,
with recessed mural paintings featuring
the interior. The policy of the theatre is
the presentation of three de luxe shows
weekly. Admission prices are 25 cents for
week-day matinees and 40 cents for week-
day evenings, Sundays and holidays, while
children are admitted at all times for 10
cents. The gala opening featured Jack
Mulhall in “The Poor Nut," besides “Les”
Hoadley at the Barton organ ; Billy Meyer,
master of ceremonies, and Maurice and His
Saxonians, who will be on the stage every
Tuesday night.

The opening of Universal’s Kenosha the-
atre was a gala affair, with a number of
the city’s leading citizens presiding at the
opening. The theatre, with a seating ca-
pacity of 2,300, is Spanish in architecture
and of the atmospheric type. Among the
guests at the opening were N. J. Blum-
berg, state director of Universal interests
in Wisconsin, and Fred S. Meyer, manag-
ing director of the Alhambra theatre in
Milwaukee. Local merchants cooperated
in making the opening a big affair by run-
ning a beauty contest for “Miss Kenosha,”
who acted as hostess at the opening. The
program for the opening consisted of the
world premiere, Norman Kerry, in “The
Irreisistible Lover,” Nancy Gibbs and com-
pany of 10 “Dear Little Rebels,” Bert
Gordon and company in “Desperate Sam,”
and the Arnaut Brothers, renowned musi-
cal clowns. Ted Stanford is the organist
at the theatre, while J. William Houck is
manager of the new house.

jff . Hi

AL KVALE qumIey

JUST WANTS TO SAY

HELLO TO HIS PALS

AND THANK THEM FOR THEIR

KIND WISHES— NOW AT

Balaban & Katz N0RSH0RE

WITH HIS “JAZZ COLLEGIANS”
and HARRY GOURFAIN— Our Producer

BUT I MISS YOU— PAUL

MAXWELL & LEE

“The Dumb Bells”

With John Murray Anderson’s “Joy Bells” stopping ’em every
performance — Buffalo Theatre, Buffalo, this week ;

Michigan Theatre, Detroit, next week

Direction: Wm. Morris

NEW SONGS

Reviewed by

IRENE JUNO

(Instructor Washington College of Music)

FAIRY FEET — (Belwin) — by Finck. A two-
four number of the intermezzo type, very tune-
ful, easy to read in orchestra conductor form
and an addition to any library.

if if if

LENORA — (Shapiro, Bernstein) — A 4/4 with
half notes predominating through the verse. The
chorus modulates to G minor and is plenty easy
and tuneful to play.

* * #

CAN’T YOU HEAR ME SAY X LOVE YOU*—

(J. W. Jenkins) — An exceptional waltz number
of verse and chorus and dance arrangement by
H. Klickmann that takes it out of the ordinary.
Could be used many times and would always be
welcome.

* * *

BARBARA — (Harms) — Fox trot. Dance ar-
rangement by Walter Paul. Plenty good. Melody
augmented by thirds and sixths. Some augmented
chords for modulation and a coda that any or-
ganist will do well to memorize and adapt to
other numbers.

* * *

MONKEY HOP — (Belwin) — By Erno Rapee. A
characteristic novelty of two beats to the meas-
ure, quarter note receives a beat. Piano pai-t of
orchestra arrangement easy to read. Has some
unexpected accidentals that take it out of the
ordinary. Quite up to the Rapee Standard.

* * *

RIPPLING WATERS— (Harms) —Dance or-
chestrations by Paul. A waltz, not unusual if we
except the introduction, but dress it up with
clever registration, Mr. Organist, and feature it
with a scenic. It will be worth it.

* * #

THREE GROTESQUE THEMES— ( Belwin)— By
Erno Rapee are Razzing Theme, which is a 2/4
that just invites ox-ganists to come on and use
all the glissandos they can find. Can be adapted
to fit any comedy situation or action. Jewish-
Irish Comedy Theme explains itself. Eighteen
bars (not mahogany) of type music easy to mem-
orize.

if if if

IF I COULD LOOK INTO YOUR EYES—

(Harms) — Written by Rosedale Goodman of
“Cherie” fame. Waltz, tuneful, a set of chrom-
atic triads take you into the melody and from
then on you go quietly through modulations, spe-
cial choruses and back to the beginning. Sooth-
ing and peaceful.

* * *

“NO EATS” — Funeral March on Mess Call with
all the navy, army and marines pictures on the
screen this is a welcome number. Mess Call all
dressed up with thirds and some minor harmony.

* * #

THE MORE WE ARE TOGETHER— (Harms)
— Listed -as an European success and should be a
lasting success here. Standard for college pic-
tures, not difficult in dance arrangement and. has
typical college swing. It certainly should be in-
cluded in the music score of Buster Keatons new
picture, “College.”

>:< ^ *

PAREE — (Harms) — 6/8. Listed as a Parisian
sensation and Walter Paul doing his best on the
orchestration, it is trying to do a Valencia, but
even Jesse Crawford on a Victor couldn’t pull it
through in its present form. Not enough variety
and too obviously a Valencia copy of inferior
quality.

* * if

SWEET SOMEONE — (Shapiro, Bernstein) — A
fox-trot easy to sing, easy to remember, but not
different enough to make it a hit. However, the
melody is pleasing while you play it.

LUCILLE MIDDLETON

Now Playing the Role of “AZURI” in

“THE DESERT SONG”

Now at the CASINO Theatre, NEW YORK

THANKS TO — MRS. A. K. BEND1X

36

EXHIBITORS HERALD

September 17, 1927

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS — To the Editor: Your
letter of August 23rd read, employing stagehands,
addressed to Mr. Leonard, Orpheum theatre, Clin-
ton, turned over to me for reply, and I am anxious
to advise you that we do use stage bands in some
of our theatres at the present time and I will
consider it a privilege to keep in touch with you
along these lines.

I have been a regular reader of your department
in EXHIBITORS HERALD not only since I have
assumed charge of the Frank Amusement Com-
pany in Iowa, which, as you probably know, is a
subsidiary of West Coast Theatres, Inc., but also
during the time I was at West Coast general head-
quarters in Los Angeles, and I think you are
doing a very valuable work.

I am looking forward to the opportunity of dis-
cussing stage band matters with you shortly and
in the meantime it will be my pleasure and privi-
lege to hear from you as often as you may find
it convenient.

Thanking you for your letter and with very
best wishes, I am, yours sincerely, JACK RET-
LAW, Frank Amusement Company, Waterloo, la.

PRESENTATION ACTS!— To the Editor: In
making up our revue for the EXHIBITORS HER-
ALD we overlooked the report of the organ pres-
entation for which we would thank you to insert
same with what the other organists are doing. It
reads as follows: ORGAN PRESENTATION,
STATE THEATRE, JOHNSTOWN, PA. Mr.
Mack Edwards, organist at the million-dollar State
theatre, Johnstown, Pa., presented this week a
novel scrim presentation of “Sundown,” opening
with a verse and chorus on slides of this number,
the curtain in behind the scrim parted showing
a beautiful exterior setting of a cottage, from
whence came the same tune played by a jazz band
on the electric amplification of the Brunswick
Panatrope, the organ following right along with
the record. At the end of this novel jazz arrange-
ment, Mrs. DeRonda Read Elliott, local soprano
singer, stepped from the cottage and rendered
another chorus in a pleasing manner, with the
organist accompanying only on the tibia and harp
during the effect of the setting sun. This novel
presentation was very well received. Trusting the
above will meet with your approval, and that you
will use same in the HERALD. With kind per-
sonal regards, we are, very truly yours, L. M.
CONRAD, Grand Amusement Company, Johns-
town, Pa.

PRESENTATION ACTS— To the Editor: Since
signing contract with your representative we have
decided that we want an ad run weekly, so start-
ing with your September 17 issue lun the en-
closed copy. Kindly let me know when copy must
be in your office each week and I will see that
you have same. Kindly send us an August 6 issue
and a September 10 issue. Yours truly, DICK
MAXWELL, Metropolitan theatre, Boston, Mass.

PRESENTATION ACTS— To the Editor: Per
my conversation with you the other night at the
theatre, I sincerely trust that you took care of
the subscription to your magazine, to be sent to
Mose Gumble, 219 West 46th street. New York
City, N . Y. This is our office there. Send the
bill to him also. Yours sincerely, BILLY CREPPS,
Jerome H. Renick & Co., State-Lake Building,
Chicago.

Sweet Daddie!

Girls of the Chorus and soubrettes may
no longer look longingly over the footlights
at a bald headed daddy on the first row,
and sing a “Daddy” song to him. Such ac-
tions have been barred by Mrs. Thos. Eg-
gert, secretary of the Houston, Tex., censor
board. She says that such things are not
nice — hence the ban.

Jesse Warden, manager of the Royal,
tab house, says that he cannot understand
such action being taken by the censor
board, the songs being meant for enter-
tainment only, he says, and have not a
malicious intent.

STAGE SHOWS

Chicago Avalon

Week Ending September 11

This marks the debut of Buddy Fisher as a pic-
ture house band leader, this Ted Lewis the second
of Chicago has shown the possibilities that are
hidden in him as a comic entertainer and stage-
band leader. The premier presentation, which
also marks the opening of the new Avalon, is
called “Dreams of Araby,” a staging that more or
less combines the beauty of the house and lends
color and atmosphere for the opening of this
Persian palace. The featured artists on this pro-
gram were Bailey and Barnum, the presentation,
which was specially staged by Clyde Hood, took
place as follows, opening with an organ solo after
a film announcement of the theatre’s policy:

The organ solo was offered by Leonard Smith
and entitled “Greetings,” embodying the song
"Gorgeous,” utilizing several house slides which
served to boost the theatre. A young man perched
on the left loft sang a special Persian number,
after which Smith went into “Just Like a Butter-
fly.” This chap seems capable of handling this
mighty organ and was well paid for his contribu-
tion at the opening.

“Dreams of Araby” opened with a male chorus
of twelve in Riff costumes singing harmony num-
ber called "Sunset Hour,” led by Raymond Wal-
lace. This was to convey the Persian idea of their
time of prayer and the type of song as well as
the costumes served more as a comedy opening
than its serious object ; in fact, the idea was too
sobby for an occasion of this sort.

This was followed by a full stage setting of an
interior of a shiek’s tent with the Helen Kurnicker
ballet, composed of 16 girls, who offer an oriental
routine which consisted of snake charming and
other Arabian twists. It seems that eight girls
could have given the same impression in this
scene instead of crowding the stage with 16.

At this period an American girl captive who,
after witnessing part of the ballet, also took part
in the hearing of the shiek singing in a bass
voice “Son of the Desert Am I,” which we learned
was sung by Willard Andelin. This number,
which was used as the theme number for the
show, has a pretty strain and it seems that this

man stretched it a little too far. After this was
over. Buddy Fisher was brought in as another
captive and he is told by the shiek that unless
he is able to teach his band of Arabs to play
popular jazz tunes in four weeks he would lose
his head. Of course, this starts Buddy on his
mission and, after much persuasion, finally ac-
complishes the hard feat by extracting “You
Don’t Like It — Not Much” as the first tune.

After this number the male chorus appeared
again, led by Wallace, singing “Following the
Sun Around,” at this the curtain drops to allow
change of setting and the young lady captive who
happened to be played by a Miss Ellingson, sang
in a pretty soprano voice “When Day Is Done,”
accompanied by Leonard Smith at the organ.
Something new in the way of accompaniment of
singing artists.

After this number Raymond Wallace joined her
in a duet of the theme song of “Son of the Desert
Am I.” After this number Buddy Fisher came out
in pure white costume of tuxedo style with white
high hat and cane and immediately goes into his
wise-cracking and smart chatter that established
him with this audience as a clever entertainer.

He somewhat reminds you of Ted Lewis in his
mannerisms and is probably the only band leader
of his type today that can do comedy and still
play an instrument. After some smart chatter
the curtain parts, displaying full stage setting
with the boys in a complete change of costumes.
Here Buddy led the boys in an arrangement of
“Night in Araby” after several specialties from
the band a trio formed from the boys sings the
song in soft harmony style. After this the ballet
appeared again in a Beau Geste drill routine
which appeared to be the only good specialty that
these girls had in the entire show. This num-
ber was offered in the form of white capes with
red and blue lining, similar to the ones used by
Dave Gould, the other local ballet master, who
was probably the first one to conceive this idea.
Even though the costuming was very novel it
showed that the trainer failed in dance steps.

The next specialty was done by Buddy Fisher
himself, singing “Me and My Shadow” in typical
Ted Lewis style. After this Danny White was
introduced and gave an eccentric tap dance
which won him an encore. Buddy offered some
by-play during this number which put the audi-
ence in a humorous mood.

The next band number was an arrangement of
“She Belongs to Me,” with a saxophone solo by
Buddy, intermingled with clarinet specialty, which
he also played like Ted Lewis. In fact, he was

ARTHUR RICHTER

SOLO ORGANIST

WISCONSIN theatre, MILWAUKEE

RAMON BERRY

Featured Organist
ALAMO THEATRE, CHICAGO

Photoplay and Solos a Specialty

FRANK HAMILTON

“You Tell ’Em, I Stutter Too Much”

Note: I’ve Been Using This Song for Over Seven Years. Now others are trying
to imitate me.

Featured in a PUBLIX STAGEBAND UNIT SHOW
Direction Wm. Morris Agency

“JAZZ-LIPS” RICHARDSON

The Most Talked of Eccentric Dancer in Bandshows

Featured This Week On the OPENING PROGRAM of the NEW KENOSHA

THEATRE, KENOSHA
Direction — EZ KEOUGH

EXHIBITORS HERALD

37

September 17, 1927

compelled to play several times before the audi-
ence would let him sign off. The several little
tricks and pieces of pantomine which he injects
here and there during his band conducting makes
him stand out as an individual entertainer.

The next act on the bill was Bailey and Bar-
num, the biggest hit of the program. They did
nothing different than was offered by them before
in another local house, but it seems that the
audience was so fed up on the sad melodies of
Arabian strains that anything peppy and of pop-
ular delivery seemed to hit the right spots. They
closed the bill here after taking six encores.

The finale was called “Fairest of the Fair,” and
brought in the male chorus again, as well as some
of the slave girls, who sang the theme song. A
caravan was also brought in here, in which the
American girl was placed, as the tenor 6inger
paraded off with her singing the song. On level
platform curtain goes up, displaying beautiful
Arabian background, with some of the girls as-
sembled on it as the bands plays “Son of the
Desert Am I,” while the entire cast assembles on
stage for a harmony finish.

Observation: The theme song and the leader’s
antics saves this show.

Brooklyn Strand

Week Ending September 9

Due to the unusual length of the feature pic-
ture, John Barrymore in “Don Juan,” the musical
portion of Edward L. Hyman’s program was
somewhat curtailed. Two stage presentations and
the Topical Review were the other three incidents
of the show.

The deluxe performances started with the over-
ture, von Suppe’s “Pique Dame” by the Famed
Mark Strand Orchestra, Willy Stahl and Emil
Baum alternately directing.

The overture was followed by the Topical Re-
view, which in turn was succeeded by “A Slavic
Interlude,” introducing Thalia Zanous, Louis Scl-
den and the Augmented Mallet Corps of twenty
girl6. The production was given an elaborate set-
ting. The routine was as follows: a Mazurka
by the ballet corps ; a special dance by Zanous
and Selden ; “Dark Eyes” by Amund Sjovik, bass
baritone, and Liszt’s “Second Hungarian Rhap-
sody” danced by the ballet corps.

Kansas City Newman

Week Ending September 9

Jules Buffano and His Newman Merry Makers
were featured in conjunction with “Rustic Revels,"
a Hay and Hay frolic, this week.

Buffano resorted to a practice previously found
popular when he allowed the audience to have a
voice in the selection of the orchestral numbers.
Fred Fauntleroy, Jimmy Van and Louise Ploner
were featured in musical and dance numbers.
Curry and Osborne had a novelty number, while
Don Carroll, Tim Marks and others were blended
into the production with musical and dance num-
bers.

The Newman Merry Makers played popular se-
lections as an overture.

Omaha Riviera

Week Ending September 9

“Montmartre" was the name of the Publix stage-
show at the Riviera this week, and it lived up to
its name in being a cabaret show and with the
orchestra in artist garb, but further than that it
was not Parisian.

A1 Evans was called upon to do much of the
entertainment, singing tenor solos. On his reper-
toire was “Rio Rita," “Me and My Shadow,"
“Stolen Moments," and “Forgive Me" and he sang
from the list in accordance with the wishes of his
audience.

Another good singer was Don Carroll. Irene
Taylor also sang.

Jack Born and Gene Lawrence were the out-
standing hits of the week, with their comedy
dancing and singing. Their song, “Sally," acted
in pantomime at the same time, started them
off to continuous applause. Billy Randall played
the violin and danced at the same time, doing
both strenuously and successfully. Ann and Jean
were good dancers, together with the regular
chorus of six girls, who also essayed to sing.

Among the numbers of the orchestra was a
bassoon solo by Wallace Wheeler, who ordinarily
plays the piano, which was well received. The
picture was “Swim, Girl, Swim*” with Bebe Dan-
iels and Gertrude Ederle sharing the honors.
Will Rogers, congressman at large, went over
well with pictures of himself in Ireland.

Houston Metropolitan

Week Ending September 9

“Knick-Knacks,” Publix bandshow, is presented
at the Metropolitan this week by Paul Spor and
His Merry-Mad Gang. As a whole the show went
over very nicely, the only critical comments being
on the fact that the setting was not as beautiful
as that of the “Jems of Joy” company last week.

Setting represened a Venetian Palace, with back
drop that raised several times during presentation
for different scenes. “Light Cavalry Overture”
opened, with six dancing girls stepping a lively
time to it.

Woods Miller, billed as protoge of Paul Ash,
goes over great next with his redition of "South
Wind.” Keliog and Lewis, in "College Capers,”
present a snappy college pep leader dance that
was especially interesting owing to the fact that
many students of Rice Institute were in the audi-
ence.

Loraine Tumler follows, with an atmospheric
staging of "Just Like a Buntterfly,” back curtain
parting, showing a butterfly girl caught in the
rain. Blue spot and commendatory backstage light-
ing carried out the effect beautifully.

Novelle Brothers, famous patominists, come on
next with a comedy skit that was received all
week with a huge hand. These boys easily top
the show.

“The Pilgrims Chorus” from “Tannhauser” was
the number offered next by Spor and the Gang.
Walter Vernon in misfits, comes after band number
with a good routine of rube stuff. Gets three and
four encores each show.

Novelle Brothers, Tumler and Miller, Keliog and
Lewis, and Dancing Girls all give second number,
coming on ensembled for the finale, which is a
unique arrangement of “Fifty Million Frenchmen
Can’t Be Wrong!”

Show went over great, with a perceptible change
of the audience to the good toward the bands-
shows as a general thing. Picture was Clara Bow
in “Hula,” which, although it was not erratically
different, went over solidly.

Johnstown State

Week Ending September 10

This week Johnstown's most beautiful theatre,
the Million Dollar State Theatre, is celebrating
its First Anniversary, and what has been con-
servatively styled the greatest and most appealing
program has been assembled by Managing Direc-
tor Lee M. Conrad.

Opening the show with a special Overture by
the State Symphony Orchestra, Don Cameron, the

director, presented a most unusual novelty. After
a powerful opening by orchestra and organ com-
bined several slides were thrown on a scrim
drop, expressing the thanks of the management
for the audiences attendances during the past
year, also the thanks of the organist and the
orchestra and its director for the audiences gen-
erous applause.

After that the curtain behind the scrim drop
parted, disclosing a huge birthday cake with an
immense candle on it burning, when the candle
opened and little Mary Sauers, six years old,
stepped therefrom, going into a short but very
clever dance to the tune of the Doll Dance.

M-G-M News followed and then Mack Edwards,
on the mighty Wurlitzer, went into his organ-
scrim presentation of “At Sundown," using one
verse and one chorus of this number on the
scrim, the scene gradually lit up, disclosing a
beautiful exterior set with a little cottage, from
where the audiences heard the strains of an
electric amplification of the same number in
jazz-tempo, and organist Edwards following same
right along with the organ.

After which DeRonda Read Elliott, soprano,
repeated one more chorus with the organ as all
lights gradually went out, giving a wonderful
effect of the setting sun.

After the comedy Big Boy in “Kid Tricks" came
the “Yale Collegians," who offered a very well-
balanced program of jazz syncopation. The band
dressed in a manner suggestive of the college
campus, opened up with the famous Yale college
songs, going immediately into a marvellous rendi-
tion of Gershwin’s “Rapsody in Blue." The band’s
leader does a “Paul Ash," announcing each num-
ber in his own peculiar way. Their second
number, “You’ll Do It Some Day," with a vocal
chorus, proceeded a new number called “Rain,"
written by Eugene Ford, of Ned Wayburn’s fame,
and same took the audience with a popular fancy.

A beautiful rendition of “When Day Is Done"
and a medley of Yale. Harvard and Princeton
songs concluded their act.

Then followed the feature picture, Norma Shearer
in“After Midnight," rounding out a well-balanced
program of two hours, which was enjoyed by the
vast audiences that were present for the entire
week.

AL BELASCO

U’

The Dynamic Director
and His Novelty Syncopators

FEATURED IN

LUBLINER & TRINZ STAGE
PRESENTATIONS, Alternating
at HARDING and SENATE
THEATRES, CHICAGO

Affiliated with PUBLIX CIRCUIT

*He’s the Last Word "

INIMITABLE

DON ISHAM

FEATURED ORGANIST

MARKS BROS., EMBASSY THEATRE, CHICAGO

Formerly with JENSEN Von HERBERG, JOHN HAMRICK and Other West Coast

Circuits

JIMMIE FERGUSON

Late Co-Starring Comic of
SISSLE & BLAKE'S “CHOCOLATE DADDIES”

Also Producer of the Revues for CAFE De PARIS

Now Playing the Better Class Presentation Houses

Personal Direction — LEO SALKINS
Standard Oil Bldg., 910 So. Michigan Ave., Chicago

38

EXHIBITORS HERALD September 17, 1927

Chicago Oriental

Week Ending September 11

This week’s stagehand show featured the jazz of
yesterday and today. It was presented under the
title of “Then and Now,” featuring Paul Ash and
his gang, headed by a cast with Myrtle Gordon,
Dave Rubinoff, Lassiter Brothers and many
others. The stagring ran as follows:

Opening: In front of scrim curtain with the
Abbott Girls dressed in style of colonial maidens
as two of them sang “Sweetheart.” These two
girl6, whose names we failed to get, were station-
ary in huge colonial costumes as a man also in
the same period outfit sings a special introduc-
tory song, after which the Abbotts dawn off their
hoop skirts and go into a fast jazz routine in
their abbreviated costumes to the tune of “She
Don’t Like It — Not Much.”

All this action takes place in front of a black
drop with the strains of music coming from be-
hind in musical comedy style as the man also
sings this number.

Paul Ash then enters at this time, and after
explaining the plot of the show the curtains rises
to full stage setting as he leads the band into a
medley of old-time tunes. We must say that the
arrangements of these tunes were very clever,
specially as they blended into one another, and if
there is another stagehand who can interpret
tunes as entertaining as this one, we have failed
to hear it.

The first artist on the bill was introduced as
Georgia Hall, who opened with her old lady song
routine that has been reported before in these
columns. Miss Hall was well received and prom-
ised to come back for more later. A band ar-
rangement of “Annabelle Lee” followed, which
was sung by the boys, intermingled with many
brass novelties and a clever bit at the piano by
Hank Winston. This entire number was played
with full flood lights on the band.

Georgia Hall came on again, this time as a
ragged newsboy, and sang “Nobody.” This young
lady is a clever character songstress and her type
of work can always be offered in this style of
show.

She was followed by Anna Chang, the cute little
Chinese girl, who was given a wonderful send-off
by Ash. Her first number was “Another Day
Wasted,” followed by “Bye Bye, Pretty Baby”
and “Hello, Cutie” as an encore. This little girl
has been reported in our columns before and we
are glad to note our prediction is coming true.

After a fine reception she was followed by the
Lassiter Brothers, two comedy sailors, who offer
eccentric and acrobatic dancing different than
anybody else ever presented it before. As usual,
the boys were a huge success and were compelled
to take an encore. They also have been in these
columns before and back issues will refresh your
memories.

Myrtle Gordon was announced next as the
Sophie Tucker of Presentation. Miss Gordon
offered “Vo-Do-De-o Blues,” “A Grand and Glori-
ous Feeling,” and after an encore she was com-
pelled to return and was requested to sing “Some
of These Days” in typical Tucker style. This
stopped the show and she had to take another
encore, this time being “My Sweetie Told Me So.”
As we stated before in these columns, this young
lady has a great future before her for her type
of work and we wouldn’t be a bit surprised if her
name appears in front of a musical production
“some one of these days.”

One of the treats on the program followed in
the way of Dave Robinoff, a very well known

ANITA-DeMARS

and

LEONARD SALVO

FEATURED ORGANISTS

at the

CAPITOL THEATRE
CHICAGO

“A National Playhouse”
(COONEY BROS.)

record artist, who can almost make his violin
talk. Dave offered his own original arrangement
of “Sunday,” with a variation of string tones.
He followed this with a similar arrangement of
“Just Like a Butterfly,” scoring his big hit with
the laughing interpretation of same. At this
moment the band platform moved forward as the
curtain drop lowered to allow for change of
setting as Dave played a second chorus near band,
after which he made his exit to take part on the
following scene.

The next scene took place in the form of a
miniautre presentation on a level platform as the
band played an arrangement of “Under the Moon”
as curtain rose, showing girls in picturesque pose
around huge quarter moon, as twinkling stars
gleam from the light blue 6ky. At this moment
the moon opens, displaying Rubinoff in center
playing a tune on his violin with one girl on each
side singing the number. As yet another curtain
rose displaying another ball-like planet with nu-
merous 6tars on it, as the Abbott Girls jumped
through huge star holes onto the platform as the
entire setting is illuminated for the finale.

Observation : A very picturesque ending and

one that shows art and showmanship on the part
of the producers.

New York Roxy

Week Ending September 16

So successful was the opening number of last
week’s stageshow at the Roxy theatre that it has
been held over for another week. This was the
act described last week in this column that in-
volved the use of the choral stairways and in
which the performers appear in the garb of nuns
and monks.

The stageshow, which is very brief, serves as a
prologue to the picture “Seventh Heaven.” The
curtain rises to disclose a set which represents
No Man’s Land, with Beatrice Belkin and Charles
Melton singing “Diane,” a song dedicated to the
heroine of “Seventh Heaven.” The lights are
dimmed during the singing of this piece and a
deep blue back drop is used, so that the impres-
sion of night is created.

At the conclusion of this number the male
chorus dressed as French soldiers appear in a
trench at the front of the stage to sing in rousing
fashion that martial French hymn, “Marseilles.”
With the closing strains of this song Miss Belkin
appears in the background as the spirit of France,
and the spotlight is flashed upon her as she
stands stretching a cross over the heads of the
men in the trenches before her.

The effectiveness of this piece may best be
judged by the applause which was tremendous and
prolonged.

Des Moines Capitol

Week Ending September 10

Masculine pulchritude put over most of “Kid
Days,” Publix stageshow, at the Capitol, where
the first showing is made each week for the cir-
cuit. Because the entertainment is tried out here
first, the programs arc subject to change and so
vary until a few performances determine the best
procedure.

Of course a few women appear. The Marie
Kelley Dancers are the chorus girls representing
both school girls and school boys.

Johnny Wood roller skates about the stage
turning flip flops in a most startling manner.
Frank Hamilton sings, “Ain’t It a Grand and
Glorious Feeling,” with an old-time encore, “You
Tell Her, I Stutter Too Much.” Facial acrobatics
improve the effect.

Mitzie Mayfair, easier to look upon than many
limber stunt dancers, puts on some big time
work.

Jimmy Ellard sings “Kinda Blue,” with "Old
Pal” and a mother song for encores.

Caffery and Miller put on some acrobatic busi-
ness without much new material to relieve.
“Ginger” Rogers, a flapper type, sings “He Don’t
Wanta,” and with Jimmy’s help, sings "I’ll Be
Sorry, Too/’ A cute girl with taking personality.

Herbert Lee Koch plays a round of popular
numbers on the organ.

“Hula,” with Clara Bow, is the feature with
the Paramount News in addition.

Philadelphia Stanley

Week Ending September 10

The Stanley depended upon Clara Bow and Clive
Brooke in “Hula” to attract the crowds this week
and they were entirely successful. The Stanley
Symphony Orchestra started the program by ren-
dering the overture “Rienzi,” Gabriel Hines con-
ducting. Sascha Jacobinoff was the soloist.

Carlos and Valeria, formerly of “Great Tempta-
tions,” gave a delightful exhibition of graceful
dancing. Wearing costumes that emphasized the
beauty of the human figure and displayed the
play of perfectly trained muscles, they combined
wonderful muscular coordination and grace. Each
showed absolute faith in the performance of the
other and the result was marvelous team work.

Van and Schenck have a line of clever songs
that seemed to delight the audience judging by
the applause. They were very liberal with their
encores, coming back again and again with songs
that left the audience clamoring for more. Their
Irish and Jewish dialect sketches were especially
good.

RUBE SCHOLZ

FEATURED ORGANIST

SAXE’S MOJESKA Theatre

MILWAUKEE,

WISCONSIN

RAY TURNER ™'>!

Now at B & K Me Vickers Theatre, Chicago

BROADCASTING OVER WEBH— WJJD

JELLY BEAN JOHNSON

(The Lightning Streak of Darkness)

Now Playing DeLuxe Picture Houses Throughout the West Coast.

Featured in FANCHON and MARCO Presentations
Booked Solid until November First

COSTUMES FOR HIRE

PRODUCTIONS

EXPLOITATIONS

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1437 Broadway
Tel. 5580 Penn.

September 17, 1927

EXHIBITORS HERALD

39

Chicago Harding

Week Ending September 11

A clever presentation was staged here this week
by Charles Niggemeyer and Dave Gould. “Aces
High” was the name and featured Mark Fisher
with his Music Masters with a cast headed by
Tyler Mason and others. It ran as follows:

Opening: In full 6tage setting with back-

ground giving the effect of huge polka dots In
typical card style. The Gould Girls come in in
black bodice costumes, novelly decorated with
Aces. They do a Tiller routine to the band’s tune
of snappy number as the background drop dis-
plays four huge Aces.

The first band number to be introduced by Mark
Fisher was “No, She Don’t,” which was sung by
the boys with violin variation by Jules Swartz and
many other novelties by the rest of the boys,
which was well played and well received.

After this number, Fenton McAvoy was intro-
duced this time dressed in complete white Pag-
liacci outfit, singing “Worrying,” one of the
latest hits. McAvoy has been seen in this house
before and he is always a big favorite.

After an encore he was followed by the Arnaut
Brothers, who presented their same novel routine
that has been reported in these columns before, as
usual. The boys were a real success and were
asked to come back later. Billie Gerger followed
the boys this time singing “Grand and Glorious
Feeling,” intermingled with eccentric soft-shoe
taps. Billie was also reported in these columns
many times before and it seems that she is getting
more popular each time.

The next scene was a blackout scene performed
on the level platform with Fenton McAvoy and
one of the Gould Girls. The scene was a short
comedy take-off supposed to be in the Shakespeare
Avenue Police Station, and, as usual, the last line
was the punch line, as all black-outs are. A
clever idea and was well liked.

The Gould Girls came on next, wearing a novel
set of costumes to represent the Royal Fusileer
costumes of white backs and black fronts. These
costumes were worn once before in an earlier
stage production here, but the novelty of their
make, as well as the clever dance routine, makes
this a very picturesque view from the front. The
dance routine was stepped to the band’s arrange-
ment of “Yankee Rose,” which secured an encore
that was fulfilled with Major Drumsticks.

Tylor Mason, the dark joy of song and chatter,
appeared next. Mason has been reported in these
columns before, and although this is the second
appearance in Chicago picture houses he has
already created admirers of his work. Mason has
a clever line of material that, besides being witty,
is clean-cut and worth-while entertainment for
any family audience. He again was a big hit
of the show.

The Arnaut boys were brought on again for a
little more of their tomfoolery, this time their
love-bird pantomine, which went over very big.

Mark Fisher next stepped up in front of his
band to sing “Waiting for Ships that Never Come
In” and after a verse and chorus delivered a reci-
tation that was aided by a scrim effect that took
place in a background platform with drops rising
on each verse to illustrate the lyrics, each one
representing “Aces” in human form until the
final drop rises displaying the Gould Girls beauti-
fully attired decorating the second platform as
four girls each bearing a color and design of an
“Ace” card fill the center background for the final
curtain.

Observation : A very clever bit of staging and
one of the best finales that we have seen in a
long while.

Kansas City Mainstreet

Week Ending September 9

George Dewey Washington, Negro singer, again
headed the stage program in his third return
booking at. the Mainstreet this week. Walter
Davison and His Louisville Loons celebrated their
eleventh consecutive week as the orchestral attrac-
tion, playing popular selections as the overture
and being featured in virtually all other stage
numbers.

Johnny Perkins, the rotund comedian, had a
humorous dialogue, while Bernice and Emily had
an acrobatic dance number. Wells and Winthrop
did some syncopating strutting.

“Radiology,” a musical skit, subtitled as “mar-
celing the ether waves,” closed the bill.

St. Louis Missouri

Week Ending September 9

The Siamese Twins, Daisy and Violet Hilton,
were the principal stage curiosity of the week, of-
fering their usual bill of singing, dancing, saxo-
phone playing.

The Missouri Rockets, the Burns Twins and Ball

also appeared in the stage production surrounding
the twins.

Leonid Leonardi and his orchestra had a very
pleasing overture for the week.

Indianapolis Circle

Week Ending September 10

The unusual reception accorded the Waring’s
Pennsylvanians last week was repeated in the
second week of their engagement. With a new
drop and an entirely new program, they again
established themselves as one of the most popular
jazz aggregations that has visited this city. Spe-
cial solo numbers by Tom Waring again are pre-
sented and the versatile drummer with the trick
voice is again in evidence. The act has proved
a real drawing card at the Circle.

BERNARD COWHAM

the ORIENTAL theatre of MILWAUKEE

“Just Another Organist Who Fell
For Gallo’s Sales Talk”

Now Serving a Life Sentence with Balaban & Katz

ADELAIDE HALL

(The Versatile Artist)

Just Completed a Tour of Marks Bros. Theatres
Now Playing Deluxe Picture Houses

Direction — Murray Bloom and Charles Hogan

New York Paramount

Week Ending September 16

Jesse Crawford and his organ again start things
off this week at the Paramount with a group of
popular numbers which drew the big round of
applause that seems to be his invariably well-
merited lot.

The stage show is built around Paul White-
man and His Band, who have returned to the
Paramount for a limited engagement. They play
a group of popular pieces in their usual distinc-
tive fashion featuring a number which they call
“A Study in Blue,” which consists of a clever
arrangement of snatches from the most successful
“blue” songs of the year.

There are also specialty numbers by two boys
who play the piano and clown a bit, while a third
hoy sings. These lads are sure fire entertainers
and got a big hand from the crowd.

Solas by various members of the orchestra and
some excellent soft shoe and acrobatic dancing
do their share towards rounding out the bill which
is of a first class order.

One of the most enthusiastically received of
these specialty acts is a song in which eight
members of the band j'oin to put over as effective
a bit of close harmony singing as we have heard
in a long time.

Washington Palace

Week Ending September 10

Into a pick up from last week, which marked
the first let down since the Palace started pres-
entations. The bill, supposed to be direct from the
Capitol (New York) was not up to the standard
usually put on by Colby Harriman, presentation
manager, and some one did some tall scurring
around to dress things up this week.

Tom Gannon opened with his house orchestra
and did Victor Herbert’s favorites with organ
coming in for volume at intervals. Wee Willie
Robyn did Drigos "Serenade” and the audience
wanted more from this delightful little tenor. One
song, three bows.

The Rouge and Noir Revue turned out to be a
Rouge and Blanc Review as viewed from the first
row in the orchestra. Four dainty misses in red
and white costumes with card board banjos did
a pretty toe dance, while four more in red and
white ballet came on for the encore.

Practical staircase built on stage and decorated
with red and white triangles and partly covered
by curtains of same design was the nesting place
of 12 ballet girls until the finale, at which time
they tiptoed down to join their eight sisters before
the footlights. A solo dance by Joyce Coles was
beautiful. She is exceptionally graceful in ballet
work, and so far surpassed her work of last week
there is no comparison. Same is true of all the
Chester Hale Girls.

Phil Spitalny is bowing himself out of Washing-
ton this week and offered three numbers minus
his usual flash. Opening to small returns with
Caucasian Sketches, he introduced his tenor in
“Broken Dreams.” This tenor, name still un-
known, is always good for a bow and could easily
do an encore. William Tell arranged a-la-Spitalny
was hardly accepted, and Mickey, the dancing
cornetist, was brought out with an eccentric dance
to save the day. Seven Chester Hale Girls in
scanty yellow marabou costumes did an effective
Chicken Caper to “Chicken Reel’’ played by
Spitalny’s Orchestra. This closed the stage pres-
entations with one bow.

Feature, “Hula,” with Clara Bow, was a wow
and a newsreel and “Jewels of Venus,” a deep
sea scenic, with screen announced organ music
by Dick Leibert completed the show.

Billy

Randall

the

“Singing-Dancing

Violinist”

FEATURED IN

“Montmartre”

A Publix — Stagehand — Unit
This Week at Newmans Theatre,
Kansas City, Mo.

Direction — Wm. Morris Agency

40

EXHIBITORS HERALD

September 17, 1927

Chicago Granada

Week Ending September 11

This week the big items of the program were
“The Missing Link,” with Syd Chaplin as the
photoplay and the Vitaphone arrangement. The
stage show was called “Showboat Days” and fea-
tured Benny Meroff with a cast headed by his
sister Sonia and several others. The Showboat
Minstrels which was really the idea that this pro-
ducer tried to convey was all presented in a
novel opening and the closing. For the rest of
the show there was very little to talk about.
The revue ran as follows :

Opening: In front of scrim curtain represent-
ing the Swanee River with lights dimmed as
miniature steamboat sailed across as eight men
dressed as minstrels in white-face rose from
the orchestra shaft singing “I’m Coming” from
the Old Black Joe song. The next scene was in
front of a drop representing a Showboat with
entrance open exposing part of the band playing
inside of the boat as boys and girls * in old
Southern attire walked up and down the wharf
talking as a young lady sang a special song for
the introduction of the show. At this point they
all entered the showboat after the song and then
the curtain went up to full stage setting of the
interior of the boat.

The first band number introduced by Benny
Meroff was “Morning Glories” and despite the
fact that the leader had a very bad cold, he still
continued as Master of Ceremonies. After this
band number began the procession of song pluggers
opening with Earl Hayden singing “Under the
Moon” followed by another chap whose name we
failed to get who offered “Highways Are Happy
Ways” and after he dispensed of his song Jack
Cooper rendered “A Night in June” and was
followed by Jack Perry who sang “Dew, Dew,
Dewey Days” in such away that he was entirely
divorced from the rest as a plugger but appeared
to be one of the regular artists.

When these four songs were boosted, the Knox
Comedy Four were introduced and offered “Hono-
lulu Blues” and another number in a sort of
strumming harmony style. These boys at one
time were favorites in vaudeville but failed to
click in this house as a picture attraction.

They were followed by the Granada Girls in
blue outfits dancing a very clever acrobatic routine
that was novelly staged.

They were followed by Eddie Cox introduced as
Chicago’s own and who sang “Annabelle Lee”
and did eccentric steps a la musical comedy.
He also sang "This Is My Lucky Day” imper-
sonating Harry Richman in the number and for
getting his personality he did a fairly good job
of it.

Benny Meroff stepped up next to show that
even a cold would not prevent him from being
an entertainer so he managed to deliver a vocal
of “Baby Feet,” assisted by many novelties by
the band.

He next announced his sister Sonia, who tried
to sing “Lonely Melody,” announced by her brother
as his latest hit. We must say that since seeing
Miss Meroff the last time, there has been consid-
erable improvement in her work, however, she is
more of an entertainer of blues than a singer
of ballads and her attempt of this one is pitiful,
however, it was noticed that there were a few
friends in the house in spite of her weak singing
voice.

The next act on the bill opened in typical vaude-
ville style with a man singing in tenor voice
“Cherie,” which served as an introduction to
Hickey and Massart, man and woman who pre-
sented a hokum acrobatic dance that consisted
mostly of falls that meant nothing.

Chauncey

1

Haines

FEATURED

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ORGANIST

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CHICAGO

This was followed by the Granada Girls in new
costumes decorating level platform assisted by
Eddie Cox singing a Southern melody as the lights
grow dim and band boys adorn mask with white
tall hats giving the scene a radium effect during
the soft harmony of this number.

The Finale found the band playing a pretty
arrangement of “Swanee River,” with novel back
ground effect.

Observation: It seems that this house is up
against the old problem which formerly prevailed
here and that is capability of securing worth
while stage talent, and now adays with everyone
doing a stage band show it takes more than a
leader’s name to hold up a program in a deluxe
house.

Milwaukee Wisconsin

Week Ending September 10

A typical tropical scene with palms, Southern
moon and winking lanterns opens the presentation
at the Wisconsin this week with Dave Schooler
and His Play Boys in “How Are Ya, Hawaii.”
The orchestra is dressed in white ducks with white
shirts and open collars, while Aldrich’s Imperial
Hawaiians sing their native song and strum there
ukeleles on the upper stage.

As the Hawaiians moved off the stage Estelle
McNeill in the regulation hay costume came on
the stage to sing “Underneath a Mellow Moon,”
while the Six Tivoli Girls dance on at the con-
clusion of the song and go through a Hawaiian
dance.

Marjorie Whitney, a tall loose-limbed blond,
formerly with Earl Carrol's Vanities, makes her
appearance doing some clever clog dancing, for
which she draws a big hand. For an encore she
does her steps to the tune of "Sam, the Old Ac-
cordian Man,” and gets another big hand. This
Miss Whitney has lqng legs, but she surely knows
how to handle them, and the audience doesn’t
object to watching her, either.

The next number is “I’d Walk a Million Miles
Just To Be a Little Nearer to You,” played by
the orchestra, with Woodrow Hernon, who, by the
way, is just a kid, but it doesn’t detract from
his performance, singing the chorus. Dave Schooler
does his bit at the piano interspersing the number
with “Just Awearing for You.”

Eddie Hill is next, all decked out in clothes
just a little too small for him and a sun helmet
several times too large. His offering, with consid-
erable humor and nonsense thrown in, is “Pretty
Little Bom-Bom Bay,” and “I’ve Never Seen a
Straight Banana.” Hill gives away to the Six
Tivoli Girls in blue satin sailor suits and white
cape, who do a sailor’s hornpipe dance to perfec-
tion. They are clever and get a big hand, and as
they leave the stage Hill comes back on exchang-
ing jokes with Dave Schooler, finally making a
burlesque recitation, which nets him a neat
applause.

Next on the bill are Dick and Edith Barstow,
known as the world’s greatest toe dancers, who
go through a marriage ceremony all the while

they keep themselves on their toes. The act went
over big and even drew applause from those
people who get nervous watching toe dancers
balancing themselves on the tips of their feet.

“Ain’t That a Grand and Glorious Feeling” is
the next number by the orchestra, with Eddie
Hill, better known as “Little Eddie,” singing the
chorus and several verses of the song.

Clifton and Brent go through their steps as two
burlesque acrobats, and wind up with some clever
soft shoe dancing, while one member of the couple
plays the violin with considerable skill. The one
member of the troupe who engages in the soft
shoe dancing is so thin that he looks like a shadow
and his appearance in itself promotes consider-
able laughter. All in all, though, the boys were
good and received a long round of applause.

“Meet Me in the Moonlight” is the last number
by Schooler and His Play Boys, with Estelle Mc-
Neill singing the chorus. As she leaves the stage.
Aldrich’s Imperial Hawaiians make their appear-
ance on the lower stage singing and playing and
the Six Tivoli Girls and Eddie Hill float by in a
canoe on the upper stage behind the orchestra.
The entire presentation was well done and was
a fitting prologue for the picture, “Hula,” featur-
ing Clara Bow.

Boston Metropolitan

Week Ending September 9

Keeping pace with the ever popular Westerns,
the week’s presentation was by far the most pic-
turesque given in months at the Metropolitan and
it had an appeal to Americans aside from its
unusual beauty. Gene Rodemich and His Met
Merry Makers were attired in the brilliantly col-
ored silk shirts of cowboys, with sombreros, ban-
danas, riding breeches and boots in Jack Parting-
ton’s “Way Out West.”

The number opened with a ryhthmic Indian
intermezzo by the band, followed by the Metro-
politan Girls in typical cowgirl costumes, in a
novelty number. Lang and Voelk, the latter be-
ing he of the soprano voice, supplied the songs,
with Holly Hall as personality girl.

Kendall Capps provided the acrobatic dances
and a novelty version of “Uncle Tom’s Cabin”
was given by the band. Mooney and Churchill
supplied the Indian legend for the act, the entire
bill leading up to one of the most unusual and
beautiful finales yet given. The curtains part,
revealing a woodland scene in the gathering dusk,
with an Indian maiden standing before a full
moon, the girls dancing in heavy Indian shawls
of rare coloring and as the darkness deepens,
torches carried by the maidens supply the illumi-
nation for a most effective scene.

Joseph Klien was back as director of the grand
orchestra and the program opened with selections
by Sonia Rozanu, soprano, and Pietro Borchi,
tenor, with Frank McDonald as solo violinist.
Arthur Martel returns from his vacation to pre-
side at the organ, playing a version of “Glow
Worm.”

“Hula” was the feature film.

THE PROGRESSIVE ORGANIST

We Have a New and Original Idea by Nelson Chon for Organists
Using Community Stunts

GET IN TOUCH WITH US AT ONCE!

Paramount Slide Rental Service, Woods Bldg., Chicago, 111.

Jesse Crawford Concerts

With Mrs. Crawford at Stage Console
Paramount Theatre, New York

At the Cross Roads of the World

LOUISE NELSON MILDRED LETT ARMINE LETT

Piano Accordion Piano Banjo

THE PREMIER TRIO

HARMONY SINGERS DELUXE

Now at EGYPTIAN Theatre, INDIANAPOLIS

Direction — MARGARET FELCH

EXHIBITORS HERALD

41

September 17, 1927

Chicago Chicago

Week Ending September 11

The Chicago presentation was divided this week
again into two parts, the first part being a
Spitalny orchestra presentation called “Rythm and
Expression of Classic and Jazz.” Spitalny and
his orchestra render a inedly of jazz numbers
in which “Sundown,” “Hallelujah,” and other
hits are interpolated, at the end of which John
Griffiith appears in the orchestra to sing “To-
morrow,” composed by Spitalny. The song should
prove a good bet for organists. This wins a
wonderful hand from the audience. The orches-
tra then presents selections from grand opera with
Marion Maxwell in the pit singing “Sempre
Libera.” The entire presentation was beautifully
rendered and received ample appreciation from
the audience.

The second part of the presentation consisted
in individual and combined numbers by the 20
Opportunity girls, winners of the Publix thea-
tres opportunity contests held in 20 cities in
which Publix has theatres. These girls showed
lots of talent and personality, but, naturally,
their amateurism showed in their work. Alyne
Tudor, the Miss Chicago of the girls, opens the
show with a song. Then a curtain rises back
stage to reveal a huge map showing the twenty
cities from which the girls were chosen. The
map divides into twenty revolving doors from
behind which the girls step out. The doors again
close to form a wall upon which is painted a
view of the Paramount building. The girls are
dressed in yellow and blue military dresses. They
6ing a song called “Broadway Bound,” and fol-
low with a good tambourine number.

The girls are next announced by the names of
the cities from which they come, and each does
an individual number. Miss Houston, doing a
mouth organ and clog dance number and Miss
New York, executing a snappy black bottom
dance, showed the most possibilities, it seemed
to this reporter.

The girls do a nifty dance routine for the finale.
The novelty of the affair helps to put over the
girls, however, standing on their own merits,
they succeed in affording good entertainment.

Philadelphia Fox

That “What Price Glory” with its mixture of
thrills and comedy, has not exhausted its ability
to draw the crowds was demonstrated by the en-
thusiastic audiences that thronged to the Fox the-
atre this week. The orchestra swings into martial
music and the crowd sits enfolded in the spirit
of sacrifice of the days of 1917 and 1918. Gone
arc the money grubbing cares of every day and
before us marched the pride and flower of Amer-
ica’s young manhood.

There was an elaborate Roxy prologue entirely
in keeping with the theme of the picture pre-
sented by Douglas Stanbury and Gladys Rice, two
well known members of the Roxy Gang. In a soft
mellow light there was a picturesque old well, a
stone wall and a fruit tree laden with blossoms
and under the tree Stanbury and Rice gave a
glimpse of the love story of the little French girl
and the American marine as their voices blended
beautifully in “Charmaine.”

The curtain fell and rose again on a spectacular
tableau, “Semper Fidelis.” In the bursting of
bombs, the vivid glare and the thunder of guns,
a marine color guard advanced, bearing steadily
onward Old Glory with a stalwart marine on
either side with gleaming bayonets.

St. Louis Ambassador

Week Ending September 9

The First Anniversary Revue was prepared to
help celebrate the birthday of the theatre, which
was a year old on August 25.

In the company of 75 that participated in the
stage revue were Peggy Bernier, the absolutely-
positively girl; Milton Watson, Paul and Ferral
De Wees, the Senia Gluck Sextette of comedians ;
Boyd Senter, sometimes called the king of synco-
pators. Jack Russell, 16 dancing girls and 18
fashion models.

This stage revue marked the passing of Her-
bert Rawlinson as the master of ceremonies for
stageshows at the Ambassador.

Indianapolis Indiana

Week Ending September 10

The harmonica becomes a versatile instrument
when played by a Borrah Minevitch and his boys
in their sketch, “Boyhood Days,” the presentation
act this week.

Working with an effective set purporting to
resemble New York’s East Side, Minevitch directs
his harmonica band in selections ranging from
Jazz to classics and makes the feature of his act
his interpretation of George Gershwin's “Rhapsody
in Blue” as played on the harmonica.

As a director, Minevitch is in a class by himself,
because, with the aid of trick clothes, a brown
derby and sudden, unexpected movements, he
makes the role of director an absurdly humorous
one.

Art Kluth, a boy singer with a voice of remark-
able volume, is the featured soloist of the act.
Martin Larner, talented property man of the
Indiana, lends a realistic atmosphere to the act
in the role of Too Bad, the Chinese laundryman.

Chicago Uptown

Week Ending September 11

Due to the strike, the Uptown repeated its
stage presentation of last week, “Bandanna Land,”
with Bennie Krueger and his baud. However, all
acts were changed this week.

The band gave as its opening number “Are You
Happy,” winning a fair round of applause.

Scotty Weston was next announed under the
title of the champion tap dancer of the Pacific
fleet, thereby giving him the excuse to appear in
sailor costume. His tap dancing was all that
could be desired, but the audience desired more
so he obliged with a snappy encore which won
another big hand.

Bernard DePace in clown costume followed with
some very good music on a mandolin. He picks a
mean string, so much so that I can’t understand
the need of the clown makeup. His music alone
is a wow in anybody’s theatre.

Maxine Hamilton comes on to sing “You Who,
That’s Who” in a baby manner that doesn’t
fit her, but she makes up for everything when
6he starts to dance. She delivers some absolutely
new twists in her fast stepping that wins her
a big hand.

Bennie and his band next give “The Evolu-
tion of Dixie,” a very well executed number
during which Eddie Rice sings “Swanee River,”
in quite a pleasing way.

A1 Herman, black face comedian of long stand-
ing and lately a part of “LeMaire’s Affairs,”
gives his usual act during which he sings “I
Ain’t That Kind of a Baby.” Herman’s stuff
seemed new to the Uptown patronage and went
over fine. For once, A1 failed to pull a shady
joke.

The show ends with the band playing “Down
on the Levee.”

Can You Beat This?

“A good joke now and then is relished
by the best of men,” so a famous writer
once said, “but sometimes the joke is on
you, so try to laugh that off,” remarked
Sam Herman, the man who is known in
Chicago and every other show city as the
novelty contest man who made as many
discoveries in new talent as Gus Edwards.
“Just what is this joke matter”? intruded
another member of the same party. “Well,
I hate to talk about anyone,” answered
Herman, “but while on the way to my
office the other day a small time agent who
considers himself my competitor asked me
what new idea I had in mind for a con-
test this season, and I told him that as
yet I had nothing in view, and if I had I
would never tell him.” “Well, Sam,” he
replied, “I am waiting for you to do
something different, so that I can go ahead
with my plans.” Now can you beat that
for nerve? “No you can’t, that's coming
out flat-footed allright,” concluded the
popular showman.

Chicago Marshall Square

Week Ending September 10

This theatre formerly played vaudeville and
pictures, twice a week. Now that bandshows have
been installed it will also be a split-week house
with the regular leader Dean Stevenson on the
stage doing a “Paul Ash.” The new policy went
into effect on Labor Day and is only one of the
many smaller theatres who have gone in for this
sort of entertainment. Here’s the first bill.

Opening, with Tippie Harrison, the house man-
ager on stage announcing new policy and also
introduces the band boys as “Kings of Syncopa-
tion.” Stevenson then leads his men into a fine
arrangement of “It All Depends on You,” and
for an outfit of only 8 men they really play well.

The first act introduced by Stevenson, who also
does an M. C. like Paul Ash, was Birdie Dean and
Sister, two cute girls who do a nice routine of
acrobatic dancing to a good hand.

They were followed by Ching and Sing, two
real Chinese men who did comedy songs and
chatter. This is a standard vaudeville act and
went over well here.

Birdie Dean came out next without her sister
and offered a clever contortionists dance in slow
motion. This girl is quite an artist and should
do well in this sort of thing.

The program was closed by the clever antics
of Harry Rappi a chap who has been reported in
these columns before and who is making a name
for himself in presentation.

Observation: Judging from the crowd and

smiling faces it seems that the new policy ought
to go over, and why not? Other small theatres
have tried it and have made good. Why not this
one ?

Milwaukee Tower

Week Ending September 9

In addition to the new bandshow policy here
that started to rotate between the new Uptown,
Tower and Oriental theatres, this house also has
its own band leader in the person of Dave Miller,
the Beau Brummel of Syncopation. Two days per
week the rotating bandshows come here, but the
( Continued on page 42)

Bennie

Krueger

Feature

Attraction

—

at —

Balaban
t and Katz

V UPTOWN

0 and

TIVOLI

Theatres,

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Chicago

Newest Band Leader Sensation

LOU KOSLOFF

“SULTAN OF SYNCOPATION”

Formerly With Lubliner & Trinz. Now Directing Presentations at the
MICHIGAN THEATRE, DETROIT.

DAVE MILLER

“Beau Brummel of Syncopation”

Director and Master of Ceremonies

SAXE’S TOWER THEATRE, MILWAUKEE

My 125th Week Here and Still Going Strong

42

EXHIBITORS HERALD

September 17, 1927

GALLO SAYS:

VERNE BUCK, the popular stagehand leader
of Aficher’s Sheridan theatre, Chicago, was se-
lected by the owners of the Arcadia ballroom to
play at the opening night .... while talking
about Verne let us also say here that Grace
Aldrich, that popular songstress is being featured
in the show this week. . . . Harry Beaumont
booking manager for Aschers booked her direct
. . . say do you know that Harry is now in
business for himself? No! well sure he is, he is
the vicepresident and general manager of LeRoy
J. Prinz, Inc. ; with offices in the Capitol Build-
ing, Chicago. . . . Louis P. Newhaffer is
Secretary and Treasurer while Mel Richmond is
Booking Manager of the Club and Cafe depart-
ments. . . . George Ward, formerly of “Our
Gang” comedies and now a presentation artist,
filled a date with A1 Kvale’s new show last week
at the Norshore, Chicago .... word comes

from Lucille Middleton that she is now playing
the dancing role of “Azuri” in “The Desert
Song,” which is now also playing in New York
City. . . . Edgar Amstein featured organist of
the Central Park theatre, Chicago, was a “Herald”
visitor this week .... the Duncan Sisters

will appear in person at the Chicago theatre,

Chicago, next week. . . . Shannon’s Playtime
Frolics are now playing the Diversey theatre,

Chicago, with the new policy of stagehand shows.

. . . Joseph Alexander, formerly solo organist
at the Piccadilly theatre, Chicago, is now at

the Ohio theatre, Indianapolis. . . . Lucille Ben-
stead, known as the “Australian Nightingale”
makes her first Chicago appearance this week

at the Majestic theatre. . . . Phil Gordon of

the Harry Danforth Agency represents her. . . .
Charles Daniels, president of the Villa Moret,

Inc., music publishers, is in Chicago on business
and will spend a few days with his branch man-
ager Jack Lavin going over new songs. . . .
Jules Alberti, recent stagehand leader at the
Chicago Piccadilly, has signed a contract to lead
a band for Publix in New Orleans and will leave
this week. . . . Lang and Voelk, the popular
harmony team, are being featured in the “West-
ward Ho” Publix Unit now on tour out of New
York. . . . Eddie Hill is back into presentation
houses after a long vacation and will be featured
with George Dewey Washington at the Norshore,
Chicago, next week. . . . Miguel Galvan, the
Spanish banjo-boy, is in town getting a new act
into shape before sailing for London. . . .
Margaret Felch of Chicago has just booked the
Premier Trio into the brand new Egyptian thea-
tre of Indianapolis, this week. . . . Dan Russo
and his Oriole Orchestra are now the featured
attraction at the Arcadia ballroom, Detroit. . . .
Heller and Riley, those two well known artists
of songs are back from their vacation and are
featured this week with A1 Belasco in his new
stageshow at the Harding theatre, Chicago. . . .
Harry Tyrrell, formerly manager of the Stratford
theatre, Chicago, is now managing the new
Avalon theatre. . . . Hazel Romaine was held
over three days at the Sheridan theatre, Chicago,
last week ... it is rumored that a well to do
business man is going to put up a deluxe picture
house in the Loop of Chicago, named after George
Givot and to be used by the star as his own
theatre. . . . Givot is being featured this week
at the new Avalon with Buddy Fisher’s stage-
show .... now that A1 Jolson has signed to
play picture houses it will not be so hard to get
other well known stage stars to go into presenta-
tion. . . . Lester Allen and Boyd Senter are
featured in this week's stageshow at the Chicago
theatre, Chicago. . . . A1 Herman is also ap-
pearing in a stagehand show this week in Chi-
cago. . . . Johnny Perkins, the fat-fun boy, is
now master of ceremonies at the Diversey theatre,
Chicago, with Austin Mack. . . . Ted Campbell
organist for the Fitzpatrick-McElroy Circuit, has
been transferred from the state of Michigan to
the state of Indiana. . . . Charles Harrison is
now in charge of the Loop office of Ted Browne
music company with Charles Dales as his assist-
ant. . . . Lois Delander, a Joliet high school
girl, has won the title of “Miss America” ....
recently she appeared in a Paul Ash stageshow
at the Oriental theatre, Chicago. . . . Sam
Kaufman, formerly band leader at the Chicago
Piccadilly, was guest conductor this week at the
huge Anniversary 6tageshow at the Alhambra
theatre, Milwaukee. . . . Sam was billed as
‘’Count” Kaufman at this house. . . .Tommy
Sacco is doing a “Paul Ash” at the Crystal thea-
tre, Chicago, a small neighborhood theatre that
just went into this policy ....

Belasco Opens Free
Stage Dance School

A1 Belasco, stagehand leader for Lub-
liner & Trinz, now rotating with their
stageshows at the Harding and Senate
theatres, Chicago, is to our knowledge
the first band leader to establish a Free
dancing school for patrons of his theatres.
Mr. Belasco gives his personal time and
effort to each pupil enrolling in his classes
and has a host of new members every
Saturday between the hours of 11 and 12
noon. The lessons are given right at the
theatre on the stage before the show and
this lends the required stage color. Al-
though only three weeks old, the school
has already several hundred members who
are taking up all sorts of stage dancing
including Russian and eccentric.

STAGESHOWS

( Continued from page 41)

balance of the week Miller presents specialties
from the orchestra pit. One of the programs
goes as follows:

Opening, Dave Miller on stage as master of
ceremonies introduces his merry men who do all
their playing from the pit while he directs from
the stage.

The first band number was “Hail, Hail the
Gang’s All Here,” a very fine arrangement inter-
mingled with many brass specialties.

This was followed by a clever young chap whose
name we failed to get and who played the ac-
cordion like nobody can, and danced too while
he did this.

Jack and Kay Spangler, the well known musi-
cal comedy artists closed the bill with their fine
routine of song and dance which has been re-
ported in these columns before.

Observation: This new policy was put into
effect on Labor Day and is proving a success.
Of course Dave Miller is responsible a great deal
for the following at this house, he has been
here over a year or more.

Albert Leaves Loew

The departure of Don Albert as conductor of
Loew’s State orchestra and the producer of its
stage shows and presentation, probably will mean
the passing of the Sunday symphony shows that
were such a distinct feature of the Washington
avenue house last winter. Last year the musi-
cians union is said to have made Loew’s a very
special price for the extra hour’s work each
Sunday, and it is rumored that this year the
price may be doubled per man. While the added
musical programs proved very popular bad weath-
er would make it hazardous for the house to
double the cost of the orchestra for the extra
shows this winter. Hence they may not be re-
sumed.

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

IN CHICAGO IT’S

ED. MEIKEL’S

ORGAN SOLO
CLUB

of Community Singing
With Weekly Meetings

Conducted at the
HARDING THEATRE

ORGAN SOLOS

Henry B. Murtagh (Chicago, Chicago) pi'esented
this week two baby songs, “Sing Me a Baby
Song” and “Sleep, Baby, Sleep,” switching at in-
tervals from one to the other. No chance was
afforded for community singing, which is a wise
thing for the Chicago theatre. Murtagh received
fine applause.

Bob West — (Houston Metropolitan) — personal-
ity organist, reaches the acme of hie popularity
this week, with “A Trip Through the Organ.”
West puts this number to such an effect that
editorial comment is being made of it, special
features in all papers by assigned reporters, and
numerous requests for photos. Solo shows all the
rudiments of the organ, presenting as a novelty
the different effects that are obtainable with com-
binations. West has established himself as a neces-
sary unit to the show.

Arthur Richter (Milwaukee Wisconsin), at
the organ, played for his selection, accompanied
by word slides on the screen, "Just Once Again,”
"Sing Me a Baby Song,” "You Don’t Like It — Not
Much,” and "At Sundown.” From these four he
allowed the audience to select any one for him to
play again, he judging the most popular by the
applause as the names of the four were flashed
upon the screen separately. “At Sundown” drew
the Largest applause and was played again.

Harold J. Lyon (Capitol, Ottumwa Iowa.) states
that his organ solo for week ending August 27
was entitled “Requests,” opening with a film
trailer, it shows the number of fan mail request-
ing meiodies of all sorts and in this manner the
following songs were used: “If You See Sally,”
“A Long Trail,” “Keep the Home Fires Burning,”
“Sundown.” “Sweet Adeline,” “The Last Word”
and “Sam, the Old Accordian Man.” This num-
ber was played part as comedy and the other paid;
as a community stunt, with the Capitol orchestra
in on the finale. This sort of thing seems to go
strong in this house and the applause is always
generous.

Norma Ballard (Chicago Gnanada) offered an or-
gan recital which consisted of classical and popu-
lar music and lasted for over a half hour. Miss
Ballard does these recitals every afternoon and is
quite popular with her audience for her selection.
Her expert handling of the organ deserves special
note.

Edward K. House (Chicago Marbro) presented
for his solo “Broken Hearted,” which he sang and
played with his miniature side console. House
has created considerable following in this theatre
for his splendid voice and organ technique.

W. Remington Welch (Chicago Tiffin) offered
for his solo the “Evolution of Community Sing-
ing,” which was conveyed by the aid of illustrated
slides from the “Stone Age” to the present day
of walking home from automobile rides. All these
parodies were played to the tune of “It Ain’t
Gonna’ Rain No More” and was finally led up
to the theme, “I’d Walk a Million Miles.”

Henri A. Keates (Chicago Oriental) offered a
stunt called “Foolish Questions,” opening with the
phrase “Where was the Declaration of Independ-
ence signed?” going into “Way Back When,” also
“Russian Lullaby” and “Me and My Shadow.”
The slides on the last two songs were beautifully
illustrated and one of the best sets ever flashed
on the screen here yet. The entire part of the solo
was played to the time of “Dewey Days,” which
also served as a closing number.

Jack Martin (Milwaukee, Tower) used for his
community stunt this week a solo called “All
in Fun” in which the married folks sang first
and single ones last using the following songs :
“Dewey Day,” "Russian Lullaby,” "Hoosier Sweet-
heart.” and “Positively.” The people here go
big for Martin’s selections and playing and he
has become quite a popular man about town
for it.

Bernard Cowham (Milwaukee, Oriental) selected
“Yes, We Have No Bananas,” for this week’s
organ stunt as the theme for his solo. First he
opened with comedy talking in person to his
audience about a new song he just brought over
from Italy and then started to play the tune
which caused laughter and amusement. In addi-
tion he showed the people how Straus, Chopin,
Wagner and Sousa would play the song if they
were in his place. This was a very clever stunt
of unique novelty that went over rather big
here. Cowham is well liked and should be.

A. RAYMOND GALLO.

; v- > ■

The Glamour of New York l

THE real New York at last, a theme your
patrons will love, a "big” picture having a
rare combination of many charms — that is
what "East Side, West Side” means to you as
a buyer of entertainment.

FOX bid high for this best-seller among the
year’s novels, gave Allan Dwan all the leeway
he wanted in the making, gave him George
O’Brien, Virginia Valli, J. Farrell Macdonald
— and lots of others — waited for them to shoot
scenes all over New York City — in the air, in
the water, on the streets, on the roofs, and

EAST SIDE, WEST

A WILLIAM FOX DE LUXE SPECIAL

from Felix Riesenberg’s Novel

SIDE

underground — and now brings to you THE
picture of New York life at last, all sides of
it! It is truly "East Side, West Side,” the New
York of to-day for the theatres of the world!
Love story, fight story, adventure, big business,
little people’s business, city building, man-
building— just, in a word, that
maelstrom of human activities that
is New York. One of the two
FOX DE LUXE Specials for
this year. As fresh and allur-
ing as a new bank-note!

ALLAN DWAN Production

EAST SIDE, WEST SIDE

with GEORGE O’BRIEN and VIRGINIA VALLI

FELIX RIESENBERG gives this intensely human
story of New York life in his novel, one of the
best sellers of this season. William Fox, with Allan
Dwan directing, has seized on this story for a pro-
duction of size and quality, a de luxe special. George
O’Brien and Virginia V alii come together again
(as in "Paid to Love”) . Dwan has done a good
job — "East Side, West Side” is a picture
well worth bidding for!

Cast

GEORGE O’BRIEN, VIRGINIA VALLI

J. FARRELL MACDONALD

JUNE COLLYER, HOLMES HERBERT

DORE DAVIDSON, EDWARD GARVEY

SONIA NODALSKY, DAN WOLHEIM

GORDON MacRAE, FRANK DODGE

FRANK ALLSWORTH

HAROLD LEVETT

JOHN KEARNEY

JOHN MILTERN

JOHNNY DOOLEY

( You know what you are getting!)

8 VAN BIBBER COMEDIES
10 IMPERIAL COMEDIES
8 FOX ANIMAL COMEDIES
26 FOX VARIETIES

September 17, 1927

EXHIBITORS HERALD

43

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

GRAB THIS IDEA

HE “Little Cinema” idea broken upon
the Chicago scene last week by the Mind-
lins, who’ve been doing the thing in New
York for some time, has a few good points
and a lot of weak ones.. The good ones, of
course, are as good for genuine exhibitors as
for others. The weak ones can be side-
tracked by the exhibitor, however, whereas
the Little Cinema folks can’t very well get
away from them. It stacks up like this:

The Playhouse, a small theatre formerly
devoted to stage plays, is well situated on
Michigan Avenue, supposedly the “class”
street of this city. In this place the Mind-
lins are presenting such pictures as
“Potemkin” with trick house decoration,
coffee and cigarettes in the lobby, admission
prices raised to suit and (this is the impor-
tant item) good ad copy. Without the lat-
ter they would have nothing. With the latter,
and with such good pictures as the commer-
cial exhibitor has at his disposal, they would
have everything. They lack the good pic-
tures, which is tough for them but okay for
the majority of my readers.

The show at the Playhouse opens with
a leader announcing the policy. Whoever
wrote this is the chief attraction the project
has to offer, for the gags are good, the atti-
tude is smart, the effect is excellent. After
this announcement, which is quite long,
nothing save a good picture is needed to
slam the project over with a bang. Then
they show “Potemkin,” which is the sort of
thing you’d expect it to be when you are
told that it carries the hearty endorsements
of Theodore Dreiser, Fannie Hurst and that
most deadly of all hearty endorsers, Doug-
las Fairbanks. And it really isn’t that bad,
it’s just a badly worn picture of Russian
manufacture that might have been a knock-
out had James Cruze produced it with Para-
mount backing and the Messrs. Beery and
Torrence at his disposal. It sheds slightly
less blood than the Battle of Gettysburg and
imparts the unforgettable impressions of an
appendectomy.

However, and I seem to be running to
howevers this morning, it would be a mighty
good idea for exhibitors to sign up such men
as the one or ones who write the ad copy
and screen announcements for the Play-
house. They have the rank and file of trailer
people skinned to death. Apply such talent
to the individual theatre presentation of pic-
tures bought in the regular market and you
can increase your earnings and the prestige
of your playhouse greatly.

By T. O. SERVICE

In closing, don’t worry about a possible
spread of the Little Cinema idea cutting
into your gate.

ANOTHER GILBERT
OHN GILBERT is quite another and bet-
ter actor in “Twelve Miles Out.” And he
has the benefit of that excellent screen foe-
man, Ernest Torrence, in the bloody and ex-
citing convolutions of the very broad yarn
which is the picture. It all works out to
compose an excellent hour for such blood-
thirsty individuals as your reporter.

The story opens in Spain, moves to Hol-
land, then gets into its stride in New York.
Gilbert and Torrence are tough eggs who
have their humorous and their valorous
sides for relief. Joan Crawford is a tightly
restrained society girl who gets into and out
of the mess that the two eager scrappers
brew. It is a hotly boiling mess, interest-
ing all the way and ended a bit unexpect-
edly and quite dramatically. I’d say it is as
good a picture as anybody should demand
for the change he passes through the wicket.

There’s a prohibition angle, of course, but
it isn’t featured very strongly and if wet or
dry sees fit to claim the picture as propa-
ganda the wet or dry is wetter or dryer, as
the case may be, than even the newspaper
reporters make them seem to be.

But I started out to say that Gilbert is
different in this and so I’ll finish with a rep-
etition of the statement and the added com-
ment that I like him a lot better in this
kind of thing. Of course it doesn’t look
reasonable when he clouts the towering Tor-
rence wtih perceptible effect (he doesn’t
whip him! but at this point in the proceed-
ings nobody does (or should) care whether
anything looks reasonable or not.

UNFAIR

WENT to the Oriental last week, to see
Milton Sills in “Framed,” with the un-
usual and highly objectionable aid of an
advance report from other parts ringing in
my ears. I was urged to see the picture by
a house guest who had seen it in Des Moines
(the guest invariably pronounced it Dead
Moines) and liked it so well as to want to
see it again. And so, we went. What fol-
lowed was disaster for the guest.

The story, as you may know, is about a
fellow who gets all sorts of bad breaks until
the final fadeout, said breaks including dis-

honorable discharge from the French army,
imprisonment for diamond stealing, near-
death in a diamond mine disaster and kin-
dred unpleasantnesses. Midway down the
picture, and later, he has emotional scenes
with a young lady they tell me is Natalie
Kingston and it was in these sections that
the balloon went up. The young folks who
attend the Oriental theatre took one look at
Miss Kingston’s slowly blinking eyes, an-
other at Sills’ intensely sincere expression as
their lips came slowly nearer until Sills’
caress seemed inevitably destined to land
upon the young lady’s chin (as it did) and
they shrieked. Sennett never made anything
that seemed funnier to these young people
than this love affair. And, of course, there
is no resisting young laughter when it bursts
in upon an emotional encounter that isn’t
hotter than its pseudo-African locale at best.

Well, as the inveterate story teller says,
the kids had their way and the picture got
over big as a comedy. Of course that wasn’t
the idea at all, and the guest from Des
Moines promptly decided to believe that all
the newspaper headlines about Chicago are
correct, but I get out of the whole incident
the impression that either (1) it isn't fair
to run drammers in a theatre patronized
mainly by people who want to hear a jazz
band work out, or (2) it isn’t much of a
picture.

Which brings up again the subject of parts
for stars like Sills and Meighan, who has the
Oriental screen this week and whose expe-
rience thereupon will be reported to you in
due course. If the powers that be have a
little idle time some day when the golf links
is out of commission or there are no conven-
tions or conferences to be attended, it
would be an excellent idea to figure out
what kind of pictures these adult performers
should be given. I’ll contribute as a start-
ing point the statement that I haven’t the
slightest idea.

FISHY STUFF

NE redeeming feature of the film bill
at the Playhouse (mentioned otherwise at
beginning of this epistle) was a short fea-
ture from Metro-Goldwyn-Mayer in which an
octopus and a giant lobster fought to the
death after several other members of the
finny family had done similarly. The title
of the feature had been lost in the folds of a
drape that didn’t function as it should, but
the picture is (if I may use the word in
talking about a fish picture) a whale.

44

EXHIBITORS HERALD

September 17, 1927

Paramount is to make another war picture called “The
Legion of the Condemned,” which will be a sequel to
“Wings.” Production starts this month with William
Wellman handling the megaphone. The story is from
the author of “Wings,” John Monk Saunders. Gary
Cooper is to be starred in the picture.

Betty Bronson has finished her first Western, “Open
Range,” for Paramount, in which she is co-featured with
Lane Chandler.

The title of George Jessel’s picture, “The Broadway
Kid,” for Warners, has been changed to “Ginsberg the
Great.”

Frankie Darro, the young F B O star and Tom Tyler

will be seen together soon in F B O’s Western thriller,
“The Desert Pirate,” on which production starts at once.

United Artists has signed Fred Niblo to direct Ronald
Colman and Vilrna Banky in their last co-starring film, as
yet untitled.

“Two Arabian Knights,” a Caddo production for United
Artists, will have its world premier at Grauman’s Egyp-
tian theatre in Hollywood on Sept. 23. The picture fea-
tures Mary Astor, William Boyd and Louis Wolheim.

Harold Lloyd is now busy in New York filming his
next picture which is as yet untitled. He is taking a
large number of New York street scenes.

Luddy W ill Direct F B O’s
“ Her Summer Hero ”

As a result of his work in directing
‘‘Jake the Plumber,” Edward Luddy has
been chosen to handle the megaphone on
‘‘Her Summer Hero.” Actual production
will start on the picture in about a week.

The following comes from the F B O
office. What do you think of it? ‘‘In a
Moment of Temptation,” ‘‘The Mojave
Kid” yielding to “South Sea Love” and
together with “A Legionnaire in Paris”
and “The Slingshot Kid” “Shanghaied”
“The Ranger of the North” and aroused
the indigination of “Jake the Plumber”
who promises to be a “Harvester” of dol-
lars for exhibitors.

“Shanghaied,” a Ralph Ince pro-
duction, is being shown in the New
York Hippodrome this week.

The four features that F B O
will release in September are, “ The
Flying U Ranch,” Sept. 4; “ Clancy’s
Kosher Wedding,” Sept. 17; “In a
Moment of Temptation,” Sept. 18
and “The Mojave Kid,” Sept. 25.
Four of the “Beauty Parlor” series
will be released in September.

Frank T. Daugherty, title writer, has
just been appointed assistant to Randolph
Bartlett, film and title editor at F B O, ac-
cording to an announcement from William
Le Baron, vice president in charge of pro-
duction. Prior to his affiliation with FBO,
Daugherty was associated with M-G-M.

“Student Prince ” Replaces
“Big Parade” for M-G-M

After running ever since November,
1925, at the Astor theatre, “The Big Pa-
rade” is at last to be taken from the the-
atre and in its stead, Metro-Goldwyn-
Mayer will display “The Student Prince
in Old Heidelberg.” The picture is from
the operetta, “The Student Prince,” which
was such a great stage success. The music
has been acquired for the score for the
picture. The picture co-stars Ramon
Novarro and Norma Shearer.

The huge “Big Parade” electric
sign on Broadway that has become
a landmark, almost, has already
been taken down.

The next picture for Marion
Davies as star and for King
Vidor as director will be “The

Patsy,” which was a stage success
two seasons ago. Vidor has re-
cently completed “ The Crowd,”
and the star is still working on
“The Fair Co-ad.”

Five pictures out of 16 now being pro-
duced by Metro-Goldwyn-Mayer have New
York as a locale, thus proving, that so far
as this country is concerned, New York
still can lay claim to being the first story-
city of the land.

Jacqueline Gadsden and Cecil Holland
have been added to the cast of “In Old
Kentucky.” And Marc McDermott has
been added to the cast of John Gilbert’s
“Fires of Youth.”

Dorothy Sebastian, who played opposite
Tim McCoy in “California,” has again
been cast with the star, this time to appear
in “Wyoming.” The picture is to be di-
rected by W. S. Van Dyke and most of it
will be filmed in Wyoming.

F-N Releases 14 Films
in Next Three Months

During the months of September,
October and November, First National
will release 14 pictures, which to my way
of thinking is no small achievement. Those
for September are “Camille,” Sept. 4;
“The Red Raiders,” Sept. 4; “Smile,
Brother, Smile,” Sept. 11; “The Life of
Riley,” Sept. 18; and “The Drop Kick.”

Pictures for October release
are: “Rose of the Golden West,”
“American Beauty,” “The Crystal
Cup,” “ Breakfast at Sunrise” and
“No Place to Go.”

The Four for November are:
“French Dressing,” with Ben Lyon
and Claudette Colbert featured;
“The Gorilla,” the mystery spell-
binder, starring Murray and
Kelsey; “The Private Life of
Helen of Troy” and “The Valley
of the Giants,” the Milton Sills
picture from a Peter B. Kyne
story.

“Home Made,” the laugh pic-
ture of Johnny Hines, will have
been completed by the time you
read this. Margery Daw plays op-
posite the grinning comedian, and
Paul Perez is writing titles for
the opus.

Filming has started on Colleen Moore’s
latest picture, as yet untitled, and Marshall
Neilan, who gave Colleen Moore her first

real chance, is directing the picture. The
story was written by Howard Irving
Young.

Production is now being started on
Richard Barthelmess’ next picture, “The
Noose,” “Down West McGinty,” with
Charles Murray in the lead and “The
Caravan Trail,” with Ken Maynard which
Charles R. Rogers will produce from the
original story by Marion Jackson.

The lease of the Globe theatre, New
York, where “The Patent Leather Kid”
is playing, has been extended to January 1.

Gotham Will Star
Percy Marmont

Gotham will star Percy Marmont in
“The Fruit of Divorce,” which is sched-
uled to go into production about Oct. 15.
Either “The Man Higher Up” or “Turn
Back the Hours” will be the vehicle for
the second picture in which Marmont is to
be starred by Gotham.

We have missed Marmont lately
and are glad to hear that he will
soon be seen again. He is now in
England making a film, but will re-
turn soon to start work for Gotham.

The tour of Mrs. Wallace Reid
with her playlet, “Evidence,” used
in connection with the picture, “The
Satin Woman,” in which she stars,
has been extended to include a
larger number of cities. Her next
picture for Gotham will be “Hell
Ship Bronson,” and production will
start in January.

A complete musical score and orchestra-
tion has been prepared by Joseph Zivelli
on the theme song, “The Rose of Kildare,”
from which the Gotham production takes
its title. This will be issued in addition
to the cue sheet, on the back of which the
full musical score has been printed. The
orchestration includes a piano, cello, violin
and cornet score, sufficient for the orches-
tra in any average theatre.

Paramount Has Heavy
Production Schedule

Paramount studios are crowded for
floor space due to heavy production. Four
feature pictures are now being produced
and 11 are slated for early production.
The five pictures next to be started are
“The Gay Defenders,” “The Side Show,”

September 17, 1927

EXHIBITORS HERALD

45

“Red Hair,” “Victory” and an untitled pic-
ture for Esther Ralston.

Because of several retakes and
other delays on “Beau Sabreur,”
in which Gary Cooper is starred,
the young him luminary has had to
relinquish his role opposite Pola
Negri in her next picture ,
“Rachel.”

And Fay Wray comes in for a
share of the same kind of luck.
She had been cast to appear with
Adolphe Menjou in his picture,
“Serenade,” but she will not have
hnished her role in Emil Jannings’
picture, “The Street of Sin,” by
the time production starts on
“Serenade,” so Kathryn Carver has
been cast in her stead.

Fred Kohler, who is fast becoming one
of the hardest working heavies in the
business, has been cast as the villain in
Richard Dix’s next picture for Paramount,
“The Gfty Defenders.” Thelma Todd will
play the feminine lead in the picture which
is a romance of early California. Gregory
La Carva will direct.

Who says Friday the thirteenth is un-
lucky ! Ruth Lee Taylor, the fortunate
young lady who has been cast for the
part of Lorelei in “Gentlemen Prefer
Blondes,” was born on that so-called ill-
omened day in the month of January, 1907
at Grand Rapids, Mich.

Olive Borden Completes
“Pajamas” for Fox

Filming has been completed on “Pa-
jamas,” Olive Borden’s starring picture for
Fox. The cast includes Lawrence Gray,
Jerry Miley and John J. Clark, and J. G.
Blystone handled the megaphone on the
picture. Many of the exteriors were made
in the Canadian Rockies.

Gray will soon begin work with Vir-
ginia Valli in “Ladies Must Dress.” Earle
Fox, who has deserted the ranks of com-
edians for heavy roles, and Hallman
Cooley have also been cast for the picture
and Victor Heerman will direct. Reginald
Morris prepared the continuity.

Randall H. Faye is writing an
original story for Fox to be
known as “The Girl Down Stairs.”

“Balaoo,” a mystery tale of the
jungles, by Gaston Leroux, will
be produced by Fox with Edmund
Lowe and June Collyer in leading
roles. This will be this actress’
first leading role. Richard Ros-
sen, recently placed under con-
tract by Fox, will do the direct-
ing.

/Is soon as Madge Bellamy has
finished her work in “Very Con-
fidential,” she will be cast in a pic-
ture called “Atlantic City,” which
will be produced by Arthur Ros-
sen.

Ted McNamara and Sammy Cohen, the
comedy warriors in “What Price Glory,”
have taken to the sea with Frank O’Con-
nor, the director, to film an untitled pic-
ture in which the two comedians are cast
as taxi drivers who become unwilling
sailors.

Mary Philbin Is Cast
By Griffith for U. A.

D. W. Griffith has signed Mary Philbin
for the leading role of Princess Eman-
uella in “A Romance of Old Spain,” which
is to be Griffith’s next United Artists pic-
ture. Don Alvarado is playing the male
lead.

A tramp steamer has been
chartered to be used in some of
the sequences of “Sadie Thomp-

One of the newest Gotham productions
is “The Girl From Rio,” in which
Carmel Myers plays the dancing girl.
In the lower picture are Richard
Tucker as Antonio dos Santos, Miss
Myers as Dolores de Rojas and Wal-
ter Pidgeon as Paul Sinclair. Tom
Terriss directed.

son,” which Gloria Swanson is
making for United Artists. The
picture is scheduled for release in
November.

United Artists claims that “Sor-
rell and Son,” being made by Her-
bert Brenon will have the largest
number of established star and
featured player names of any film.
Here is the cast: H. B. Warner,
Anna Q. Nilsson, Alice Joyce,
Louis Wolheim, Mary Nolan, Nils
Asther, Carmel Myers, Norman
Trevor, Mickey McBann and Flo-
belle Fairbanks.

I wonder if Exhibitors will agree
with the above statement ; at least
there is room for argument.

John Barrymore’s new picture for
United Artists, “Tempest,” has a change
of directors. Frank Lloyd had been signed
to direct it, but he has resigned and Tour-
jansky has now been chosen to wield the
megaphone. Lloyd resigned after the
story was revised, feeling that it was not
the type of picture suited for him to di-
rect. The picture goes into production
Sept. 14. Greta Nissen plays opposite
Barrymore, and Michael Vavitch and Louis
Wolheim have important roles.

“Two Arabian Knights,” in which
Louis Wolheim and William Boyd are co-

featured, and in which for the first time
Mary Astor plays the part of a vamp,
will be released in September.

U’s “Les Miserables ”

Sells Out in New York

Universal’s film de France, “Les Miser-
ables,” since its opening the last of August,
has continued to sell out with receipts
higher than the normal house capacity.
According to the home office, extra shows
are being sandwiched in to take care of the
crowds.

Richard Tucker and Lee Moran
have been added to the cast of
“ Thanks for the Buggy Ride,”
which stars Laura LaPlante with
Glenn Try on in the male lead.

After what Universal calls a
frantic search for a typical “Kelly”
to appear in the farce comedy,
“The Cohens and Kellys in Paris,”

J. Farrell McDonald has been
picked for the part. George Sidney
has already been cast for the part
of Cohen. The picture is to go into
production soon with William
Beaudine directing.

Clarissa Selwynne, English stage and
screen actress, who worked for Universal
12 years ago, is returning to appear in
“The Symphony,” Universal’s latest star-
ring vehicle for Jean Hersholt. She played
a featured role with Jean in 1917 in
“Princess Virtue,” a Mae Murray picture.

Warner Studios Busy
on 14 Productions

Every stage in the Warner studios is
occupied with productions this month, and
in all 14 productions are in work.

Clide Cook has again been chosen to
supply comedy in a Monte Blue picture,
the next one being “The Comeback,” which
goes into production soon. According to
Warners, Cook’s new assignment comes
as a result of his work in “The Bush
Leaguer.”

Universal has loaned Dorothy
Gulliver to Warners to appear as
the feminine lead in the support-
ing cast of Rin-Tin-Tin’s next pic-
ture, “A Dog of the Regiments.”
Tom Gallery plays opposite Doro-
thy in the picture.

“Powder My Back,” will be the
name of Irene Rich’s next pic-
ture to be started as soon as she
completes “The Silver Slave.” The
new picture is from the stage
play, “In Name Only," by Edward
Justin Mayer.

As soon as May McAvoy completes “If
I Were Single,” she will begin work on her
fourth picture for Warners which has the
temporary title, “Rebecca O’Brien,” which
will be shortly changed, as the picture is
not another Irish-Jewish affair, as the
title might indicate.

Screen rights to the stage play, “Glori-
ous Betsy” have been purchased for the
next picture for Dolores Costello. It will
be a costume drama of Napoleonic days.
Dolores shows up best in such parts, it
seems to me.

Capital Financing for Chain Theatre Expansion

Hieiatre (7inandnq

CORPORATION of AMERICA V/

162 North State Street CHICAGO

46

EXHIBITORS HERALD

September 17, 1927

f THE THEATRE!

GLAjJ)epartment of Practical Showmanship J

MONTHLY PROGRAM CALENDAR IS
ASSET TO GOLDMAN WITH NO COST

IN a recent issue of the Exhibitors Herald this de-
partment ran a picture of a monthly calendar used
by the Lodi theatre, Lodi, Cal. Using the same idea,
David J. Goldman, manager of the Downer theatre in
Milwaukee, has developed the monthly calendar into an
extremely good promotional asset for his theatre.

The calendar was developed by Goldman because he
believed that some other type of matter was needed beside
house organs to attract attention. Lrom a budget stand-
point, the best feature of Goldman’s calendar is the fact
that it does not cost the exhibitor one cent to gain a great
deal of the finest kind of advertising.

This calendar is printed in two colors, red and black,
on heavy enameled stock, 11 by 14 inches in size, or
just about the size a housewife likes best. At the top,
encompassed by a black border, is a single advertisement,
2 y2 inches deep and running the width of the page. In
return for this space the advertiser pays the theatre an
amount sufficient to cover completely the cost of printing
the calendar.

Beneath this calendar, bordered in red, is the name of
the theatre and the words “Movie Calendar” followed by
the explanation “Program for month of.” At the top of
the calendar proper are the abbreviations for the days of
the week. Each square of the calendar then contains the
date of the day in small type, and either a small cut of
the current attraction or type matter explaining it.

In this way the calendar tells the housewife at a glance
that on Eriday, September 30, the Downer theatre is play-
ing Dolores Costello in “The College Widow,” with Wil-
liam Collier, Jr. Since the Downer is essentially a family
theatre, this calendar has actually received a warm wel-
come from the regular patrons. It permits them to plan
in advance on attending the theatre during the showing
of some picture in which they are especially interested.
An eyelet at the top allows the calendar to be hung up
in the house ; and Goldman by inquiry has determined
that most of those distributed have found their way to
the walls of the homes of Downer patrons.

Distribution is accomplished through a mailing list and
by direct lobby distribution from ushers. A large number
of persons has handed in names to this mailing list, al-
though the idea is new with Goldman and the first calendar
dated September. Towards the end of September another
calendar will be distributed.

Merchants, quick to realize the value of the calendar
as an advertising medium, are more than willing to co-
operate. The plan costs the theatre owner or manager
nothing save a little time and is a real promotional asset,
Goldman believes.

On either side of the calendar are two small panels,
one of which says, “Save money on your entertainment.
Buy our thrift coupon books, $6.00 in admission for
$5.00.” The other panel gives the phone number of the
theatre and the time schedule for all performances.

COM 1*1 IMI NTs^PtH

SINSHEIMER’S

OlKce Hours

■ The ONLY PLACE OF ITS KIND in the World"

St li-.if./u Shoe Fitting System (or the Relief of Deformitiet

OranJ Mm

‘

■9

Arche* Mon ..,s and Hammer Toes. Varico.e Veins. Nccvc. Muscular and

All Fool and Limb Troubles

K.hmii MS, New Wisconsin Theatre llldg bth and Wisconsin \ve Milwaukee, Wisconsin

HtSIDENCE
LtkolSt SO* j

J

Phone

Lakeside 7oS

SCHEDULE

Evenings

Sunday

Dl REC TION— MILWAUKEE THEATRE CIRCUIT INC

HOWNED

THEATER J.V

DAVID J GOLDMAN -Manager

MOVIE CALENDAR

PROGRAM FOR MONTH OF

Save

Money

Eateii jiament '

Buy Our

Thrift

Books

19 2-7 SEPTEMBER 1-9-2-7

SUN | MON. | TUES | WED

THUR | FRI.

SAT

REMINDERS

P.rluimuiL.s t.miirtuous LABOR DAY-Mon St jh ith

I WO TO ELEVEN P M

In. 1,1. .njnoml Ne~ • R.,l Shows Were lw.ee Weekly

On. I.su. on W..I Th.li and Kn .uid anolhn issue on
Siilurd.iy and Sunday

MURPHYS

M MU L ORt-sSLER - POLLY MORA N

3

SMuiUlMS COMEDY

4

SAME

AS

SATURDAY

5 6

7

8

9

10

DEMPSEY and TUNNEY

CAN EIGHT • But wait till you sec—

RICHARD DeX s^w

& A mr

Irene Ms

8USTLK BROWN COMEDY

THE

^^UNKNOWN

Crawford

Norman

Kerry

II

SAME

AS

SATURDAY

12 13

14 IS 16

JOHN GILBERT • “

jgg.

added ANDY GUMP Corned,

17

James Oliver Curwood s

BACK TO GOD S COUNTRY

RENEE ADOREE

Robert Fraaer Mitehel Lewis

Walter Long

18

SAME

AS

SATURDAY

19 20

rAD01PUL M I N 10 1

21 22 23

RONALD COLMAN

VILMA BANKY

THE IDEAL SCREEN LOVERS

THE WINNING OF BARBARA WORTH

HAROLD BELL WRIGHT

Afternoon 2

4 and Evening

Jd\ LLOYD
HUGHES

ASTOR

■■■Bj TORRENCE
‘^31 FRANCIS

25

SAME

AS

SATURDAY

26 27

m3 STRETCH

28 29 30

DOLORES COSTELLO

"THE COLLEGE WIDOW"

Wm. Collier. Jr

ATTRACTIONS COMING SOON
• THE LONE EAGLE'

•BLAKE^OF SCOTLAND^ YARD"

• IS ZAT SO"

REGINALD DENNY in
•OUT ALL MIGHT"

2nd Series of "The Collegians"

THIS MONTH BEGINS A GREATER MOVIE SEASON ALL THE BIG PICTURES WILL PLAT AT THE DOWNER

When “Ben-Hur,” the M-G-M production starring Ra-
mon Novarro, was shown at popular prices at Loew’s
Stillman theatre, Cleveland, an unusual tieup was made
with Miller Brothers’ 101 Ranch show. “ Ben-Hur ” ad-
vertisements were placed on six elephants and two cam-
els which were seen by more than one hundred thousand
people during the street parade. Large banners were
placed in the main tent of the show, and two camels
were used as a special ballyhoo for the picture. Tieups
were also made with drugstores which used special win-
dows, and a special booth was prepared for the Cleve-
land Industrial exposition.

September 17, 192 7

EXHIBITORS HERALD

47

Schine Dedicates
New Ohio Theatre
To Town’s Citizens

One of the worst enemies of any theatre
is lack of personal interest for the thea-
tre by its patrons. The theatres that are
most successful are those that have definite
personalities just as a person has a per-
sonality. And when patrons do not have
a personal interest in a theatre, there is
tough sledding ahead for the theatre.

As a first step toward arousing this per-
sonal interest, Schine Enterprises, Inc.,
upon the opening of its new Ohio theatre
at Sidney, O., dedicated the theatre to the
citizens of the town. Such a plan is note-
worthy. It means that the day the theatre
was first opened the patrons were given a
personal interest in the theatre and its suc-
cess.

To announce the opening of the theatre,
a special section of the local newspaper,
The Sidney Daily News, was published.
The first page of this section is reproduced
on this page. In this section numerous
stories about the theatre were run, thus
giving the readers a thorough appreciation
of the new theatre.

Heuse Organ Copy

In this section were two short pieces
which will make excellent copy for your
house organ.

The first is entitled “Motion Pictures”
and is a striking definition : “A wonderful
new force is abroad in the land. An in-
fluence which stimulates the imagination,
which is exciting, gives keenest pleasure,
and which educates, is such as the motion
picture. Do you realize the growth of this
wonderful new art and the possibilities
which it has? Through the uses of the
motion picture cameraman, you may travel
the world over. You may see the wonders
of nature and learn of all people. You may
be present at the inauguration of the
President or work or play with the great-
est living celebrities. You may visit events
which make world history. All of this is
the privilege of the theatregoer today. On
the 'screen you may see stars of the finest
magnificence acting from tales which have
made history or presenting offerings of the
brilliant writers of today and this age.
Through pantomine you may watch come-
dians who make tears turn to laughter and
chase gloom away. Have you ever stopped
to think just how much your motion pic-
ture means in your community? If not,
center your thoughts on the untiring efforts
of those in back of the scenes that are
presented to amuse the persons in every
walk of life. The screen is the chief edu-
cator of the foreigner and teaches Amer-
ican ideals in every land.”

A Theatre Policy

The second item is the outlining of the
policy of the Ohio, and it is a policy worthy
of any theatre : “Our policy is to present
an entertainment that will embrace the
highest productions of the motion picture
realm combined with the greatest musical
technique. In the construction of every
program we will endeavor to offer some-
thing artistic, something novel, something
instructive and something amusing, and to
offer a spirit of unmistaken courteous hos-
pitality. In fact, the program in the Ohio
theatre will be always worthwhile.”

1 — . —

The value of Hash fronts was proven
by the Arcadia theatre when it ran “The
Great Train Robbery,” an F B O pic-
ture, recently. The generous use of
stills, oil paintings and a special strip
across the marquee shown at right
helped the theatre to gross the biggest
receipts since it showed “The Birth of
a Nation.”

SCH1NES OHIO
THEATRE SECTION
SPECIAL EDITION

UPfjje Utelji o£E?,

VOL. XXXV. NO. 207.

SIDNEY. OHIO, WEDNESDAY EVENING. AUGUST 31, 1927

PRICE 3 CENTS

OMawtcxx^-nieucucAiL'

Messers

J. Myer and L. W. Schine

NORJ^SHEARER-

AMD

Schine

Enterprises

INC.

IN DEDICATING THE NEW

0 SCHINE

H iQ

To The Good People of
SIDNEY

wish to express their deep appreciation and sincere thanks for
the co-operation given them to further this institution and to
reciprocate by offering to Sidney the Best and Highest Type
of Clean Entertainment and Amusement

48

EXHIBITORS HERALD

September 17, 1927

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

How Did You?

ASHLAND, O. — To the Editor : Did
it ever occur to you that “an Exhibitor”
weakens his buying power when he boosts
any brand of pictures in his reports to
you? — Clark & Edwards, (by Edwards),
Palace theatre, Ashland, O.

P. S. — -Here’s one for you : A salesman
calls on you with a “block” of pictures.
His price is right. Bear in mind his price
to you is right. You sign application and
in three week “High Pressure Salesman”
drops in and tells you application is re-
jected— you must pay so and so more
money. How would you handle this? Then
ask us, how we handled it/ — Edwards.

Will Someone Please Reply

PORTLAND, ORE. — To the Editor :
Did you ever stop to think that this method
of finding “box office value” is absolutely
ridiculous. Just compare the range of per-
centages on any one picture. They vary
from 15 per cent to 99 per cent.

They mean nothing to an exhibitor. — D.
Silis Cohen, Jr., Burnside theatre, Port-
land, Ore.

Some Good Advice

HARLEM, GA. — To the Editor : Here’s
a check to cover two years’ subscription to
The Herald. Please send it to Social
theatre, Social Circle, Ga.

Perhaps a word of explanation might
not be amiss. As you know, the first thing
I did seven years ago, when I began my
show was to subscribe for The Herald
and since that time I have not been with-
out it.

My brother, George O. Hatcher, has just
opened up the Social theatre, Social Cir-
cle, Ga., and as he is new at the show
business, I cannot think of a better piece
of advice I could give him than to sub-
scribe to the Herald.

Please start his subscription at once and
oblige. — Ernest W. Hatcher, Star theatre,
Harlem, Ga.

Here’s One for Old-Timers

TOMBSTONE, ARIZ. — To the Editor:
The Commercial Club of this city is mak-
ing a list for historical purposes of the
players who appeared in the early ’eighties
in both the Bird Cage Opera House (play-
ing variety) and the Schieffelin Hall (drama
and stock) and if in any way you can help
the organization out along this line, we will
appreciate it very much. The enclosed
clipping, will give you a line of thought on
the subject. Mr. Gardner who is compil-
ing this data was formerly of the firm of
Clarke and Gardner who had some Southern
houses and a couple of roadshows some
years ago. Mr. Clarke is now an official
of the Saenger Amusement Company of
New Orleans.

Our new show house is about completed.
— Giacoma Brothers, Crystal theatre,
Tombstone, Ariz.

P- S. — Following news item from our
local paper will give you some idea of the
actors who have played the local theatres
in the past:

“The historic research being conducted
by the Tombstone Commercial Club in its
endeavor to locate the names of actors and

actresses who in the days gone by ap-
peared on the stages of Tombstone the-
atres, has added one more name this week,
that of Theodore Roberts, favorite movie
actor.

“Up to date the names of those known
to have played in the Bird Cage, besides
the opening cast, only that of Eddie Fay
and possibly Lotta Crabtree for the Bird
Cage.

“In the old Schieffelin Hall the early
day names definitely fixed at present are
Charles B. Hanford, Frederick Warde,
Theodore Roberts and Nellie Boyd, and
later on there appeared in this old build-
ing, The Wests Minstrels, the Georgia
Minstrels, Frank Keenan, Frank Bacon,
Alice Johnson, Harry Bereford, Murray
and Mack and Fatty Arbuckle.

“Any old time programs of either house
will be welcomed by the Tombstone Com-
mercial Club.”

Boston Not Overseated;
Deluxe Theatres Wanted

( Continued from page 18)

Operating Co. RIALTO, Roslindale, double fea-
tures, New England Theatres Operating Co. DUD-
LEY, Roxbury, double features and vaudeville, New
England Theatres Operating Co.

NEW RIVOLI, Roxbury, double features. New
England Theatres Operating Co. STRAND, Somer-
ville, double features, Olympia circuit. DAY
STREET OLYMPIA, Somerville, double features,
E. M. Loew circuit. APOLLO, Boston. BALL
SQUARE, Somerville, Locatelli circuit. BELLEVUE
COMMUNITY, Dorchester. BRIGHTON, Brighton,
double features, two changes weekly. BROADWAY,
Somerville. BROADWAY. South Boston. CAPI-
TOL, Somerville. CAPITOL, Everett. MARK
STRAND, Everett, double features and vaudeville.

CAPITOL, Somerville. CENTRAL SQUARE, East
Boston. CENTRAL, Somerville. CHELSEA, Chelsea.
DAY SQUARE, East Boston. EVERETT SQUARE,
Dorchester (Hyde Park). GEM, East Boston. HYDE
PARK, Hyde Park. IDEAL. Dorchester. INMAN
SQUARE, Cambridge. LIBERTY, Roxbury. NI-
AGARA, Roxbury. OLYMPIA, Cambridge. OLYM-
PIA, South Boston. ORIENT GARDENS, East
Boston.

ORPHEUM, Somerville. RIALTO, Everett. RI-
ALTO, Everett. RIALTO, Roxbury. ROXBURY,
Roxbury. SHAWMUT, Roxbury. STRAND, Chelsea.
STRAND, South Boston. SUPREME, Jamaica
Plain. TEELE SQUARE, Somerville, Locatelli cir-
cuit. THOMPSON SQUARE, Charlestown. WAR-
REN, Roxbury. WINTER HILL, Somerville.

Nine of the theatres play double features. Bos-
ton has long been noted as the worst offender in
this matter of double features. However, Boston's
two most successful theatres, the Metropolitan and
Loew's State, play single features and presentations.
The Keith-Albee Boston and Loew's Orpheum like-
wise play but a single feature, with vaudeville.
The Olympia circuit frequently plays a single fea-
ture at some houses.

Boston's downtown theatres provide between
40.000 and 45,000 seats while the suburban list
provides between 50,000 and 55,000.

Another large group of suburban and com-
munity theatres outside the area in Map Two, adds
another 40.000 seats and this area is growing
rapidly in construction of new theatres. This ter-
ritory includes most of the immediate suburbs of
Boston, such as Revere, where a new theatre seat-
ing 2,000 has just opened; Winthrop, Malden, Med-
ford, Belmont, Watertown, Waltham, Arlington,
Newton, Dedham, Quincy, Norwood where a new
theatre opened this week, Braintree, Weymouth and
a number of other places. In proportion to the
population, this last mentioned territory is grow-
ing more rapidly in seating accommodations than
the territory closer to the heart of Boston.

Paramount Offers Free
“Mats” to Exhibitors

( Special to the Herald)

NEW YORK, Sept. 13.— As a
further service to exhibitors, Para-
mount announces that it will give
free to every booker of its 100 per
cent program for 1927-28 a “mat”
for newspapers.

The “mat” is attractively pre-
pared. At the top will be printed
in 42 point type a two-line head
containing the theatre name and
address. Text matter in large type,
heads of the stars, and the titles
of the productions in which they
appear comprise the subject mat-
ter of this “broadside.”

“What Price Glory ” Film
Shows Sheehan of Fox
in Ace Showman Role

( Continued from page 20)

not be dependent on tieups with any
organizations, associations, government
departments or other box office
‘crutches.’ Likewise it is not to be war
propaganda, or peace propaganda or
any other kind of propaganda.”

Before the job of making “What Price
Glory” was finished, Mr. Sheehan was
already busy with “7th Heaven” and
“Sunrise.” Like the war picture, both
were made under his close supervision.
He again defied advice when he cast
Janet Gaynor for the lead in the former,
with the result that this youngster, who
has had less than three years experience
in pictures, has earned stardom. Like-
wise he backed up F. W. Murnau when
that director chose her for “Sunrise,”
and again when George O’Brien was
given the male lead.

At this writing “Sunrise” has not yet
had a public showing but it is significant
that the director, F. W. Murnau, has al-
ready been signed to a five year con-
tract.

Endowed With Showmanship

There are a number of men in the
business who can be credited with one
outstanding success during the past two
years. But there are few who within
that period have been responsible for
three big pictures and the discovery of
star-high ability in three unknowns.

Winfield R. Sheehan’s showmanship is
something with which he was endowed
at birth. But its development has been
due, no doubt, to his newspaper train-
ing. His keen perception of what con-
stitutes entertainment is akin to his
earlier understanding of public opinion.
His “nose for news” has become a nose
for new talent and new trends in pic-
tures. His capacity for working quickly
and incessantly comes from the days
when his paper demanded the news “ac-
curate and first.” (He made good under
the toughest city editor that ever in-
fested Park Row.) There are some 700
former newspaper men in key positions
in the motion picture industry but only
one of them is a Winfield R. Sheehan.

Schenectady Theatres

Face Over-Seating

(Special to the Herald)

SCHENECTADY, Sept. 13.— When it
comes to the question of being overseated,
the city of Schenectady, N. Y., with a popu-
lation of around 100,000, is in the running.
Figures recently compiled show that one
out of every four residents must attend a
theatre each night in the week, if every
seat is to be filled. There are 20 houses
in Schenectady and there is one new thea-
tre in course of construction in the city.

Arcade Theatre Opens
Soon with Vitaphone

(Special to the Herald)

WEST PALM BEACH, FLA., Sept.
13. — The Arcade theatre here is open-
ing with Vitaphone presentations, on
Oct. 7. The theatre is another of the
E. J. Sparks’ Enterprises chain of thea-
tres.

Vitaphone has 17 new presentations
available, including four “double” num-
bers, among which one of the best liked
is the offering of George Givot and
Leonard and Hinds.

September 17, 1927

EXHIBITORS HERALD

49

BOX OFFICE TICKER

%e HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

No Man's Gold (Fox) 82.50%

Tell It to the Marines (M-G-M) 80.82%

The Cohens and Kellys (U) _78.007o

Laddie (F B O) 76.93%

Don Mike (F B O) 76.76 %

Irene (F. N.) 76.75%

Keeper of the Bees (FB,0) 76.69 y0

The Calgary Stampede (U) 75.80%

The Mysterious Rider (Par) 75.80%

It (Par) 75.27%

The Fire Brigade (M-G-M) 74.36%

Johnny Get Your Hair Cut (M-G-M) 73.95%

The Magic Garden (F B O) 73.17%

The Great K. and A. Train Robbery ( Fox) -.73.00%

The Vanishing American (Par) 72.82%

The Tough Guy (FBO) 72.46%

Arizona Sweepstakes (U) 72.42%

Slide, Kelly, Slide (M-G-M) 72.12%

The Last Trail (Fox) 72.10%

Chip of the Flying U <U) 72.00%

The Volga Boatman (P D C) 71.14%

Flesh and the Devil (M-G-M) 70.11%

The Winning of Barbara Worth (U. A.) 69.43%

Let's Get Married (Par) 69.38%

The Sea Beast (W. B.) 69.30%

The Bat (U. A.) 69.15%

The Unknown Cavalier (F. N.) 69.13%

The Gentle Cyclone (U) 68.81%

Ella Cinders (F. N.) 68.80%

The Quarterback (Par) 68.63%

The Son of the Sheik (U. A.) 68.38%

The Overland Stage (F. N.) 68.34%

Tin Hats (M-G-M) 68.21%

Mr. Wu (M-G-M) 68.09%

The Scarlet Letter (M-G-M) 67.50%

The Scarlet West (F. N.) 67.40%

The Campus Flirt (Par) 67.19%

The Last Frontier (PDC) 66.78%

Sea Horses (Par) 66.40%

The Four Horsemen (M-G-M) 66.30%

Up in Mabel’s Room (P D C) 66.20%

Senor Daredevil (F. N.) 66.17%

Hands Across the Border (FBO) 66.15%

The Black Pirate (U. A.) 65.94%

A Regular Scout (FBO) 65.84%

The Phantom Bullet (U) 65.66%

Three Bad Men (Fox) 65.42%

Man of the Forest (Par) 65.09%

The Devil Horse (P) 64.69%

We’re in the Navy Now (Par) 64.53%

His Secretary (M-G-M) 64.50%

The Kid Brother (Par) - 64.37%

The Night Cry (W. B.) 64.33%

While London Sleeps (W. B.) 64.30%

Corporal Kate (PDC) 64.20%

Across the Pacific (W. B.) 64.07%

For Heaven’s Sake (Par) 63.45%

Skinner’s Dress Suit (U) 62.84%

Little Annie Rooney (U. A.) 62.83%

Lone Hand Saunders (FBO) -62.71%

That’s My Baby (Par) 62.42%

War Paint (M-G-M) 62.30%

Brown of Harvard (MlGlM) 61.96%

The Denver Dude (U) 61.72%

The Man in the Saddle (U) 61.68%

Twinkletoes (F. N.) 61.22%

Tramp, Tramp, Tramp (F. N.) .61.00%

The Buckaroo Kid (U) 60.94%

The Texas Streak (U) 60.50%

Under the Western Skies (U) 60.09%

The Two Gun Man (F B O) 60.00%

Behind the Front (Par) 59.94%

Tony Runs Wild (Fox) 59.78%

Canyon of Light (Fox) 59.64%

The Teaser (U) 59 50%

The Understanding Heart (M-G-M) 59 47 'n

The Waning Sex (M-G-M) 59.32%

Sweet Daddies (F. N.) 59.31%

Wild to Go (FBO) 59.09%

The Silent Rider (U) 59.00 /o

The Flaming Forest (M-G-M) 58.83%

His People (U) 58.71%

Sally, Irene and Mary (M-G-M) 58 09%

Clash of the Wolves (W. B.) 57.75%

The Cowboy Cop (W. B.) 57.72%

Stranded in Paris (Par) 57.64%

Winners of the Wilderness (M-G-M) 57.46%

Forever After (F. N.)

The Dark Angel (F. N.)

Private Izzy Murphy (W.B.)

Forlorn River (Par)

The Flaming Frontier (U)

The Wilderness Woman (F. N.)

Knockout Riley (Par)

The Temptress (M-G-M)

Old Clothes (M-G-M)

Rolling Home (U)

Upstage (M-G-M)

Mike (M-G-M)

The Flying Horseman (Fox)

The Red Mill (M-G-M)

Mantrap (Par)

Men of Steel (F. N.)

Wild Justice (U. A.)

The Rain Maker (Par)

Paradise (F. N.)

Born to the West (Par)

Subway Sadie (F. N.)

It Must Be Love (F. N.)

The Return of Peter Grimm (Fox)

Breed of the Sea (FBO)

The Johnstown Flood (Fox)

The Palm Beach Girl (Par)

Kid Boots (Par)

The Unknown Soldier (PDC)

Let It Rain (Par)

Her Big Night (U)

The Greater Glory (F. N.)

The Country Beyond (Fox)

.57.18%
.57 .14 iQ
57.OO/0
.56.92%
.56.85%
o6.84%
.56.7 5 '/q
.56.73 %
.56.69%
.56.58%
.56.47 /o
.56.45%
.56.38%
56.38%
.56.30 70
.56.13%
55.867 o
.55.72%
.55.58%
.55.45%
.55.25%
.55.20%
.55.20%
.55.14%
55.08%
.55.08%
55.00%
.55.00%
.54.27%
.54.24%
.54.00%
.53.91%

How It Works

Suppose your average daily gross 0

n your

record attraction was $70. That would be

100 per cent , or the basis on which

to fig-

ure your percentage for THE BOX OF-

FICE TICKER. The following is illustrative

of this system:

$70.00

100%

69.50

99%

69.00

98%

68.50

97%

68.00

96%

67.50

95%

67.00

94%

66.50

93%

66.00

92%

65.50

91%

65.00

90%

64.50

89%

64.00

88%

63.50

87%

63.00

86%

62.50

85%

62.00 -

84%

61.50

83%

61.00

82%

60.50

81%

60.00

80%

59.50

79%

59.00

78%

58.50

77%

58.00

76%

57.50

75%

57.00

74%

56.50 -

73%

56.00

72%

55.50

71%

55.no

70%

54.50

69%

54.00

68%

53.50

67%

53.00

66%

52.50

65%

52.00

64%

51.50

63%

51.00

62%

50.50

61%

50.00

50%

Hero of the Big Snows (W.B.) 53.90%

The Road to Mandalay (M-G-M) 53.90y0

Variety (Par) 53.6370

What Happened to Jones (U) 53.62%

Aloma of the South Seas (Par) 53.44%

Tin Gods (Par) 52.86%

Sweet Rosie O’Grady (Col) 52.72%

The Barrier (M-G-M) 52.68%

The Midnight Sun (U) 52.68%

Kosher Kitty Kelly (FBO) 52.577o

Poker Faces (U) 52.35%

Stepping Along (F. N.) 52.23%

Eagle of the Sea (Par) 51.6370

The Prince of Pilsen (P D C) 51.60%

Whispering Wires (Fox) 51.54%

Prisoners of the Storm (U) 51.45%

The Ice Flood (U) 51.43%

Say It Again (Par) 51.25%

Sparrows (U. A.) 51.1570

Tumbleweeds (U. A.) 51.07%

Bred in Old Kentucky (FBO) 50.90%

The Runaway Express (U) 50.82%

Miss Nobody (F. N.) ...50.47%

One Minute to Play (F B O) 50.44%

The Wanderer (Par) 50.36%

Hogan's Alley (W.B.) 50.25%

Spangles (U) 50.25%

Mare Nostrum (M-G-M) 50.22%

The Blue Eagle (Fox) 49.92%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

The Million Dollar Handicap (PDC) 49.82%

Out of the West (FBO) 49.80%

Her Honor the Governor (F B O) 49.76%

The Arizona Streak (FBO) 49.75%

The Show Off (Par) 49.73%

The Ancient Highway (Par) 49.40%

Hair Trigger Baxter (F B O) 49.40%

Faust (M-G-M) 48.60%

Battling Butler (M-G-M) 48.52%

Whispering Smith (PDC) 48.45%

Desert's Toll (M-G-M) 48.25%

The New Commandment (F. N.) 48.08%

The Still Alarm (U) 47.50%

Take It From Me (U) 47.50%

The Waltz Dream (M-G-M) 47.15%

Wet Paint (Par) 46.81%

Just Another Blonde (F. N.) 46.80%

There You Are (M-G-M) 46.77%

Love ’Em and Leave ’Em (Par) 46.72%

Paradise for Two (Par) 45.77 %

Hold That Lion (Par) . 45.43%

The Marriage Clause (U) 45.25%

So’s Your Old Man (Par) 45.25%

The Border Sheriff (U) 45.00%

Ladies at Play (F. N.) 44.82%

Partners Again (U. A.) 44.25%

Midnight Lovers (F. N.) 44.07%

The Blind Goddess (Par) 43 .88%

A Little Journey (M-G-M) 43.46%

Bigger Than Barnums (FBO) 43.27%

The New Klondike (Par) 43.27%

Blarney (M-G-M) 43.23%

Bardelvs the Magnificent (M-G-M) 42.73 %

Fine Manners (Par) 42.69%

The Canadian (Par) - 42.60%

The Duchess of Buffalo (F. N.) 42.45%

The Old Soak (U) 42.42%

La Bolieme (M-G-M) 41.95%

Fig Leaves (Fox) 41.90%

The Ace of Cads (Par) 41.40%

Fascinating Youth (Par) 41.29%

The Love Thief (U) 40.90%

Miss Brewster’s Millions (Par) 40.79%

Everybody’s Acting (Par) 40.23%

The Wise Guy (F. N.) 39.83%

The Cat’s Pajamas (Par) 39.09%

Perch of the Devil (U) 37.69%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (F. N.) 36.90%

Steel Preferred (PDC) 34.70%

You’d Be Surprised (Par) 34.50%

The Magician (M-G-M) 34.42%

The Great Gatsby (Par) 34.00%

Exit Smiling (M-G-M) 33.50%

Don Juan’s Three Nights (F. N.) 30.80%

The Amateur Gentleman (F. N.) 30.27%

50

EXHIBITORS HERALD

September 17, 1927

CLASSIFIED
Advertising

Five cents per word, payable in advance. Minimum charge,

$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized N ational Classified Advertising Medium

Position Wanted

EXPERIENCED UNION PROJECTIONIST
— Handle any equipment. Experienced in repairing
and electrical work. Can go anywhere. Address
Luverne Kelly, Mitchell, South Dakota.

YOUNG MAN, 12 years experience Managing,
Exploitation, Operator, wants permanent job. Ex-
pert Sign-writer, cut-out and display man. Handle
any equipment — make any type front or ballyhoo
you want — use proven ideas in exploitation. Now
employed but want steady job in medium sized
town. Salary your best but secondary to per-
manency. Address Allen, 216 N. Jefferson,
Springfield, Missouri.

YOUNG MAN, age 23, single, desires connec-
tion with theatre where hard work and integrity
will bring advancement. Have high school edu-
cation, two years publicity experience, five years
experience on Power’s and Simplex projectors
with High Intensity and Reflector arcs. If you
have an opening for a clean-cut enterprising young
man, whose capability, reliability and character
will stand a rigid investigation, address Box 202,
Exhibitors Herald, 407 S. Dearborn Street, Chi-
cago, Illinois.

AT LIBERTY: Theatre Manager; four years
experience; a live-wire, sober, dependable, reliable
Press and Exploitation expert. A business builder.
Best of references. Address Box 203, Exhibitors
Herald, 407 South Dearborn Street, Chicago, 111.

VIOLINIST — Brilliant tone. Wife pianist.
Work in orchestra or as team in picture theatre.
Large library. State salary. Address Box 204,
Exhibitors Herald, 407 S. Dearborn Street, Chi-
cago, 111.

NON-UNION MECHANIC and PROJECTION-
IST— Thirteen years experience. Reliable, sober,
married. Complete machine shop for repair of
projectors.. Rewind motors. Address V. Groetz-
inger, 779 Looney Street, Memphis, Tenn.

ORGANIST: Thoroughly experienced picture

player. Reliable reference. Complete library;
steady and sober. Can report at once. State
hours and salary. Address Hubert Muck, General
Delivery, Chillicothe, Ohio.

Theatre For Sale

SUBURBAN THEATRE in Tampa, Florida.
300 seats, two Powers machines Mazda equipped,
three ventilating fans, screen. Highest bidder
over $1,500. Address Box 347, Largo, Florida.

FOR SALE: 400 Seat Theatre. Best loca-
tion in Danville, 111. 42,000 population and 25,000
to draw from; pavement into city from every
direction. Terms; quick sale, going West account
of sickness. 7 day show. Lease to June 15,
1932. Address W. W. Dye, Realtor, Danville, 111.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Banners and Posters

WANTED: USED POSTERS, Photos, Slides,
Banners, and Accessories of all kinds. Must be
in good condition. Will allow liberal credit. Ad-
dress Theatre Poster Supply Company and Sign
Exchange, 327 E. Sixth Street, Cincinnati, Ohio.

FOR SALE: Used posters, photos, slides, ban-
ners, and all other kinds of accessories on any
subject — features comedies, searials, save 60% —
Write for price list. Address Theatre Poster
Supply Co., and Sign Exchange, 327 East Sixth
Street, Cincinnati, Ohio.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

F'OR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new Reproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

HIGH SPECIALIZATION AND GREAT
SKILL in mechanics — a shop and tools built
for a purpose — can produce nothing but the best
of results and satisfaction. This is what Joseph
Spratler has in conducting his own motion picture
equipment repair business. Send your work to
me and satisfaction will be assured. Relief equip-
ment loaned free. Address me at 12-14 E. Ninth
Street, Chicago, Illinois.

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman,
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also

5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices
Address Illinois Theatre Equipment Company.
12-14 E. Ninth Street, Chicago, Illinois.

1,000 DANDY UPHOLSTERED chairs twenty
inches wide and for regulation sloping floor. These
chairs are from one of Chicago’s finest theatres
and we will guarantee every chair to be in per-
fect condition before leaving Chicago. Write for
exact photograph and exceptional low price. Ad-
dress C. G. Demel, 845 South State Street, Chi-
cago, 111.

SPECIAL: 650 Upholstered leather chairs,

taken out from one of Chicago’s finest legitimate
theatres that has been dismantled. These chairs
are a combination dark red mohair, upholstered,
panelled back with newly upholstered red imi-
tation Spanish leather seat to match. The seats
are one of the highest spring constructed chairs
that is made by the Andrew Chair Company, at
very low prices. Address Illinois Theatre Equip-
ment Co., 12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

WANTED FOR CASH: Two used Brass one
sheet boards. One three sheet board must be
cheap. Address Geo. S. Wallace, Potos, Mo.

Equipment For Sale

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT includ-
ing 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

FOR SALE: Power’s No. 6, motor drive attach-
ment, new, never used, bought for airdome but
never opened. First $85.00 takes it. Address
Isis Theatre, Roseville, 111.

WHO WANTS THESE BIG BARGAINS?
Two Powers 6A picture machines, complete, with
motors, $125 each. Four Motiographs, complete,
with motors, $100 each. FOB, St. Louis, Mo.
400 Opera Chairs, Like new, used 3 months. 5
ply, 19 inches wide, with Hat Wires, American
Walnut finish, $1.75 each. FOB, Kennett, Mo.,
232 at $1.75. FOB. Caruthersville, Mo. 228
heavy opera chairs, 17 inches wide, new, never
used, $2.50 each, FOB, Arlington Heights, 111.
These prices are V* regular prices. Will accept
% cash, balance 12 monthly payments. Address
Sam Lears, 3759 Pinegrove Avenue, Chicago,
Illinois.

September 17, 1927

EXHIBITORS HERALD

51

‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

Columbia

KING OF THE PACK: Special cast— A good
picture that drew a fair business and pleaded. —
S. H. Rich, Rich theatre, Montpelier, Idaho. — Gen-
eral patronage.

FBO

ARIZONA NIGHTS: Fred Thomson— 100%.
August 12-13. Another good one from Fred and
Silver. My last I guess for some time, until he
gets back in Westerns. He has made a mistake
and I hope he realizes it before it is too late.
This pair always did draw for me and whatever
he gained by his change is a loss to the exhibitor
who ran his Westerns. I considered this one of
his best and only wish that he would continue
to make more like it. Seven reels. — Ray W. Mus-
selman, Princess theatre, Lincoln, Kan. — Small
town patronage.

THE GORILLA HUNT: Special cast— 75%.
August 22-23. An exceptionally good educational
picture and pleased my men patrons enough to
have them tell me how they enjoyed it. The pro-
moters are to be complimented on their efforts
and the success of their undertaking. It enlight-
ened me on this particular subject and above all.
it drew some extra business. Five reels. — Ray
W. Musselman, Princess theatre, Lincoln, Kan. — -
Small town patronage.

COWBOY COP : Special cast — 65%. August
26-27. A little better than the average Tyler
picture. He is not a very good bet for me and
doesn’t draw as other Western stars. Five reels.

- — Ray W. Musselman, Princess theatre, Lincoln,
Kan. — Small town patronage.

LADDIE: Special cast — 100%. August 28-29.
A very fine production. Drew better than
“Keeper of the Bees” and “The Magic Garden.”
You will note the percentage on this one. In
fact, it is the first one I have run in over a year
on which I had to use a shoe horn in order to
get ’em all inside the doors. I do not recall this
one ever ran on Broadway at two smacks a seat,
nor did FBO roadshow it. That’s that. Seven
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

LADDIE: John Bowers — While not a special
it is a very good picture. They all went out
smiling. Made good on same. Book it and ad-
vertise. Seven reels. — C. Wagner, Royal theatre.
Ft. Recovery, O. — General patronage.

LADDIE: John Bowers — Very good. Much
better than "The Magic Garden.” Will make you
new friends. Six reels. — L. C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

A REGULAR SCOUT: Fred Thomson— 30%.
August 27. A fine picture, but spoiled by bad
print. The writer’s boy says he counted the
stops, due to rotten print, and that they amounted
to seven. We did not make any money on this.
However, we think it is the first, but this was
due to conditions at the present which is not
near normal. This picture was of course enjoyed
by the boys. The grown-ups did not like it much.
Personally, we think it is good. Six reels. — J. S.
Landry, Columbia theatre, Morganza, La.— Gen-
eral patronage.

THE MASQUERADE BANDIT: Special cast—
65%. August 5-6. Just another Western that
needs a good comedy to round out your program,
for Saturday night. Will please some and en-
tertain the others but you won’t get many favor-
able comments. This star won’t do business for

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 49.

me and I am glad that I have finished with these.
Five reels. — Ray W. Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

MOTHER: Belle Bennett — 90%. A very good
picture. Played it three days with excellent re-
sults. Pleased all who saw it, and had many
good comments. — J. Brazden, Cobb theatre, Boston,
Mass. — General patronage.

SPLITTING THE BREEZE: Tom Tyler— 59%.
August 20. A good Saturday night picture, but
not quite up to the Tyler standard. Had opposi-
tion in form of tentshow, but got a fair share
of the business. Five reels. — Guy B. Amis, Prin-
cess theatre, Lexington, Tenn. — Small town pat-
ronage.

SPLITTING THE BREEZE: Tom Tyler— 38%.
August 12. Not nearly as good as the ones with
Frankie Darro. Just an average program West-
ern. Five reels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

THE MAGIC GARDEN: Special cast— 71%.
August 6. A Gene Stratton-Porter story pre-
sented to the screen in a beautiful manner. The
work of the youngsters is splendid and the whole
cast plays in a convincing manner. Interesting,
wholesome, no need of any villains, a charming
story magnificently photographed. Seven reels. —
G. S. Kenny, Community House, Greenwood, Ind.
— General patronage.

THE MAGIC GARDEN : Special cast — -August
5-6. This will bring you new people. Had more
favorable comments on this picture than on any
I ever played, although it’s a very simple little
picture that pleases ladies only. Six reels. —

L. C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

FLASHING FANGS: Ranger — -78%. August
27. A good outdoor action picture, suitable for
a Saturday night show. The dog did some good
acting and pleased most of the fans. Six reels.

■ — Guy B. Amis, Princess theatre, Lexington,
Tenn. — Small town patronage.

FLASHING FANGS: Ranger— July 6. Just
a fair dog picture. Five reels. — L. C. Bolduc,
Bijou theatre, Conway, N. H. — General patron-
age.

DON MIKE: Fred Thomson — 83%. August 5.
Consider this above his average, and he and
Silver King are among my best bets. Seven
reels. — E. M. Biddle, Strand theatre, Paoli, Ind.

• — Small town patronage.

DON MIKE: Fred Thomson — July 20. Good
as all Thomson’s are. Five reels. — L. C. Bolduc,
Bijou theatre, Conway, N. H. — General patron-
age.

DON MIKE: Fred Thomson — Good picture,
but not so good as some of the old ones. — S. H.
Rich, Rich theatre, Montpelier, Idaho. — -General
patronage.

RED HOT HOOFS: Tom Tyler — 45%. August
19. A pleasing Western to fair business. Five
reels. — E. M. Biddle, Strand theatre, Paoli, Ind.
— Small town patronage.

CYCLONE OF THE RANGE: Tom Tyler-
August 30. This is the best of the last three
from this star, and drew a few more patrons.
Five reels. — Ivy D. Arnold, Cresco theatre,
Cresco, la. — General patronage.

CYCLONE OF THE RANGE: Tom Tyler-
Just another Western. — R. K. Lattin, Strand thea-
tre, Valparaiso, Neb. — General patronage.

TARZAN AND THE GOLDEN LION: Special
cast — This picture drew them in and pleased the
majority. It was a money maker for me on mid-
week dates. My advice to the small towns is to
run it. — S. H. Rich, Rich theatre, Montpelier,
Idaho. — General patronage.

FLAMING FURY : Ranger — August 3. A fair
dog picture. Five reels. — L. C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

MOULDERS OF MEN: Conway Tearle— An-
other FBO picture that went over fine. A good
story with a good cast. Frankie Darro did some
fine acting as the crippled boy. — J. Brazden, Cobb
theatre, Boston, Mass. — General patronage.

First National

ORCHIDS AND ERMINE: Colleen Moore—
50%. August 5-6. Played this for a Saturday
picture, but it did not stand up. The flappers
won’t come and these kind keep the majority of
men out. Seven reels. — E, A. Rhoades, Grand
theatre. Story City, la. — Small town patronage.

ORCHIDS AND ERMINE: Colleen Moore—
July 22-23. Very clever comedy drama. Pleased
100 per cent. Six reels. — L. C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— 74%. August 20. Maynard is certainly a great
rider of horses and puts on a bit of circus action.
This play was well received. Han action, sus-
pense, and a good comedy reel by Otis Harlan.
Had to hold the youngsters down to save the
roof. Seven reels. — G. S. Kenny. Community
House, Greenwood, Ind. — General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— June 22. A 100 per cent Western. Say, Ken,

52

EXHIBITORS HERALD

you sure can ride. Mix and Thomson had better
watch out for this fellow. Tarzan does very
good work. Six reels. — I.. C. Bolduc, Bijou thea-
tre, Conway, N. H. — General patronage.

THE BROWN DERBY: Johnny Hines— 70%.
September 2-3. An entertaining comedy drama
that was substituted for “Land Beyond the Law.”
Hines is a good comedian and his pictures draw
good business. Then, they usually hit and I like
to see my patrons come out satisfied. Seven
reels. — Ray W. Musselman, Princess theatre, Lin-
coln, Kan. — Small town patronage.

FOREVER AFTER: Special cast — 65%. Au-
gust 27. This is a splendid play, well acted, and
with some good action in spots. The war scenes
are very good, and the acting of Miss Astor in
the hospital scene especially well done. She and
Hughes make a good pair for leads. Seven reels.
— G. S. Kenny, Community House, Greenwood,
Ind. — General patronage.

VENUS OF VENICE: Constance Talmadge—
70%. August 21. A very satisfactory picture.
Seven reels. — Homer P. Morley, Princess theatre,
Buchanan, Mich. — Small town patronage.

THE GREAT DECEPTION: Special cast—
49%. A very good picture and pleased all that
came out to see it. — E. H. Brechler, Opera
House, Fennimore, Wis. — General patronage.

RAINBOW RILEY : Johnny Hines — August
23-24. A good warm weather picture. Light
but plenty of comedy and action. Should please
any audience. Seven reels. — Ethel M. Hanson,
Lincoln theatre, Elm Creek, Neb. — General pat-
ronage.

THE OVERLAND STAGE: Ken Maynard-
August 30-31. Another of Ken’s very good pic-
tures. If he keeps up his antics and doesn't get
a double pretty soon we will read one of these
days that he has broken his neck. Seven reels.
— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

THE STOLEN BRIDE: Billie Dove — August
28-29. This sure is an excellent picture. The en-
tire cast is well chosen and each fits into his
part perfectly. Business was not what it should
have been. I starved to death on “The Tender
Hour” and believe it was on account of Ben
Lyon being starred. This boy is no 6tar and
the quicker First National realizes the fact, the
sooner he will quit ruining pictures. I think
"The Stolen Bride” will go far to establish Billie

I

HENNEGAN

PROGRAM

COVERS

a

Lire Show Man

and make
Tour Program
attractive

Write for Samples

The HENNEGAN Co.
Cincinnati, Ohio

i

Dove. Luck to her. — H. G. Stettmund, H. & S.
theatre. Chandler, Okla. — Small town patronage.

SEE YOU IN JAIL: Jack Mulhall— Just a
fair picture with some good comedy in it. Will
go fairly well. — T. J. Kempkes, Bonham theatre,
Fairbury, Neb. — General patronage.

AN AFFAIR OF THE FOLLIES: Special cast
— July 29. A fine entertainment, but title punk!
Played one day but would be good for two easily.
— F. W. Zimmerman, Palace theatre, San Marcos,
Tex. — Small town patronage.

THE SILENT LOVER: Milton Sills— June 11.
A good program picture, but very poor title.
Pleased the majority of our patrons. Seven reels.
— L. C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

McFADDEN’S FLATS: Special cast— August
27. A real good comedy that makes them laugh
good and loud. Murray and Conklin do excel-
lent acting. Seven reels. — L. C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

NAUGHTY BUT NICE: Colleen Moore — Very
good, and a good drawing card. — T. J. Kempkes,
Bonham theatre, Fairbury, Neb. — General patron-
age.

SEA TIGER: Milton Sills — August 24. A
good sea story that was spoiled by some very ob-
jectionable scenes. Why do they do it ? Six
reels. — l. C. Bolduc, Bijou theatre, Conway, N. H.
— General patronage.

MISMATES: Doris Kenyon— July 16. This is
a splendid picture. Good acting. Fine enter-
tainment. It will make the women cry, and
that’s what they like. Seven reels. — L. C. Bolduc,
Bijou theatre, Conway, N. H. — General patron-
age.

TRAMP, TRAMP, TRAMP: Harry Langdon—
July 27. A comedy drama with lots of laughs.
Everybody pleased. Seven reels. — L. C. Bolduc,
Bijou theatre, Conway, N. H.— General patron-
age.

ELLA CINDERS: Colleen Moore— June 20.
This picture pleased all my patrons. Six reels. —
L. C. Bolduc, Bijou theatre, Conway, N. H.—
General patronage.

THE LOST WORLD: Special cast — July 2.
If you have not played this do so, as it’s differ-
ent and will draw, and please most any town
big or small. Ten reels. — L. C. Bolduc, Bijou
theatre, Conway, N. H.— General patronage.

MEN OF STEEL: Milton Sills — Here is a
real picture — a special. Buy it and make a big
noise. — A. G. Miller, Lyric theatre, Atkinson,
Neb. — General patronage.

TWINKLETOES: Colleen Moore — June 17.

The poorest Colleen Moore picture we ever played.
Limehouse stories do not please my patrons. Six
reels. — L. C. Bolduc, Bijou theatre, Conway, N. H.
— General patronage.

SOMEWHERE IN SONORA: Ken Maynard—
June 4. Very good. Plenty of action. Horseback
riding, fighting, beautiful scenery. Predict this
star will pass them all. Six reels. — L. C. Bolduc,
Bijou theatre, Conway, N. H. — General patronage.

WINDS OF CHANCE: Special cast — May 28.
Good. — L. C. Bolduc, Bijou theatre, Conway,
N. H. — General patronage.

THE SCARLET WEST: Clara Bow — July 9.
I call this a poor Indian story. Scenes are too
drawn out, and too much the same. Seven reels.
— L. C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

Fox

SINGED: Blanche Sweet— 30%. September 2.
This is one of Fox’s new 1927-28 products and it
proved to be a very good program picture. Not
suitable for Sunday or family nights. Seven
reels. — T. A. Shea, Palace theatre, MeGehee, Ark.
— General patronage.

WINGS OF THE STORM: Special cast— 75%.
August 8-9. A fair dog picture that will please
the kids. Six reels. — Ray W. Musselman, Prin-

September 17, 1927

cess theatre. Lincoln, Kan. — Small town patron-
age.

COLLEEN: Madge Bellamy— 80%. August 26.

A good, breezy Irish race horse picture with just
enough comedy to keep them laughing. Madge
doesn’t get a chance to display her usual flirting
ability, but she always draws for me. Seven
reels. — Guy B. Amis, Princess theatre, Lexington,
Tenn. — Small town patronage.

NO MAN’S GOLD: Tom Mix— 100%. August
19-20. I guess Tom and Tony are not slipping in
this town, because we did capacity business on
this, and they all seemed to be satisfied, from
their comments. I notice that this is right at
the top of the ticker. Seven reels. — Ray W. Mus-
selman, Princess theatre, Lincoln, Kan. — Small
town patronage.

NO MAN’S GOLD: Tom Mix— 78%. August
8-9. A good one from Tom that drew good crowd
for the first of the week. Six reels. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patron-
age.

THE GREAT K AND A TRAIN ROBBERY:

Tom Mix — 77%. August 22-23. Here is the Mix
of old. Dashing, daring, devil-may-care, doing
hair-raising stunts and giving you thrill after
thrill. It’s a wow of a Western and drew like a
house afire. Atta boy, Tom ! Six reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

THE GREAT K AND A TRAIN ROBBERY:
Tom Mix — September 1-2. Well, it takes old Tom
to drag ’em in face of the stiffest opposition any-
one would care to run up against. Fair week,
big night fair, roadshow and a couple of big
dances. However, what do they care for such
stuff when Tom is doing his stuff. Very good
picture. Shots of the Grand Canyon not much
to rave about, but the views along the D. & R. G.
were beautiful. Six reels. — William E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pat-
ronage.

THE GREAT K AND A TRAIN ROBBERY:

Tom Mix — Pleased the Mix fans. Five reels. —
Giacoma Brothers’ Crystal theatre. Tombstone,
Ariz. — General patronage.

THE GREAT K AND A TRAIN ROBBERY:
Tom Mix — Very good. One of Tom’s best, and it
made many friends for our old standby and
friend Tom Mix. After playing this picture I
made a small payment on the mortgage. — S. H.
Rich, Rich theatre, Montpelier, Idaho. — General
patronage.

THE GREAT K AND A TRAIN ROBBERY:
Tom Mix — August 27. The very best Mix pic-
ture we have had this season and drew better
than “Dead Man’s Gold” or “The Canyon of
Light.” Held my audience with its interesting
story, comedy, suspense and thrills. Business
picking up every week now, little by little. Six
reels. — A. C. Betts, Powers theatre. Red Creek,
N. Y. — Small town patronage.

THE FAMILY UPSTAIRS: Virginia Valli—
85%. August 23-24. A good domestic comedy
drama. Well liked by all. Admission 10 and 30
cents. The Chautauqua used it the next week and
they made money. — Earl N. Conway, Electric the-
atre, St. Francis, Kan. — General patronage.

THE FAMILY UPSTAIRS: Special cast—
August 22-23. Very good picture for any theatre,
and especially for those catering to family busi-
ness. My patrons liked it very much. — W. L.
Crouse, Ideal theatre, Bloomer, Wis. — General pat-
ronage.

THE BLUE EAGLE: George O’Hara— 65%.
August 3-4. Dandy, good action picture. Extra
good for small town. Seven reels. — :E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patron-
age.

THIRTY BELOW ZERO: Special cast— 20%.
August 23-24. Just an average picture. Can not
say much for it. Lost money and then we bought
it right. Five reels. — J. A. D. Engesather, Movies
theatre, Brocket, N. D. — General patronage.

THIRTY BELOW ZERO: Buck Jones — August
27. This is one of Buck’s very best. Action,
comedy, thrills, ’n 'everything. If some of these
Roof Shouting Outfits ever turned out one as good
as this they would road show it until hell froze
over and 10 days on ice. As the title implies,
there is plenty of snow in it, and is a very good
one for an extra hot night. Six reels. — William
E. Tragsdorf, Trags theatre, Neillsville, Wis. —
Small town patronage.

THIRTY BELOW ZERO: Buck Jones— Very
good outdoor picture. Jones does not draw like
Mix, but his pictures are as good. Fox will not
give Jones the advertising such as heralds, 24
sheets, to put him over. Jones, you’re o. k. — S.
H. Rich, Rich theatre, Montpelier, Idaho. — Gen-
eral patronage.

WHISPERING WIRES: Anita Stewart— 58%.
August 17-18. Excellent mystery drama with lots

September 17, 1927

EXHIBITORS HERALD

53

DEAR HERALD:

NELIGH, NEB., September 4, 1927.

It looks like prosperity was headed for the corn belt and nothing short of Jack
Frost can head her off. The entire region West of the Mississippi is due for an
abundant corn crop should this dry, hot weather cotninue, hut a lot hinges on
whether they get a frost before the corn matures. Especially is this true of Ne-
braska.

It has been many years since Nebraska had a better prospect for corn than this
year and her corn is farther advanced than most states, mainly because she escaped
the excessive floods in the early spring which enabled farmers to get the corn planted
earlier than other localities.

In anticipation of this coming prosperity it behooves us all to put our house in
order to receive her. Have you remodeled the front of your theatre? Have you
painted out the fingerprints and other markings on your box office and picture
frames? Have you dusted off the picture frames in your lobby? Have you re-
decorated the interior? If not, don't you think it ought to be done?

We are all too apt to travel in a rut; we get used to doing things in the same old
way and forget that with a little effort we might materially add to the comfort and
enjoyment of our patrons and thus add to our box office receipts. Let’s not follow
the line of least resistance any further, hut let’s astonish the community by dress-
ing up the theatre and keeping pace with the march of events.

From what we have seen of the new product this year that is being distributed by
all the producers it looks like there was a lively season in store for you exhibitors.
Poor pictures have been made, it is true ; there always will be poor ones, just like
there will always be poor apples in every barrel, but the bulk of the crop seems to
come nearer grading No. 1 this season than ever before, and if you exhibitors will
take advantage of your opportunity and will exploit your pictures in a business-like
way it would seem that nothing short of a shortage of gas could keep you from plac-
ing that account on the right side of the ledger.

How about your short subjects, have you given any special thought to this matter?
We have heard many theatremen say, “Oh I never mention my comedies and news
reels in my advertising because they all know I have a comedy and news with each
program.” If this kind of advertising is logical, why mention any part of your pro-
gram at all? Why not say, “There will be a show tonight” and let it go at that.
We will venture the prediction that if you will post a one-sheet of your news reel
and a set of photographs of your comedy alongside the hilling for your feature and
note the people who stop to look the billing over you will find better than 50 per
cent of them will pay more attention to the news and comedy billing than to the
feature. This will indicate that more importance should be given the short subjects.
Any good up-to-date news followed by a good two-reel comedy will be worth the
price of admission regardless of the feature, and oftentimes they pull a weak feature
through. Well, anyhow, think it over, maybe we are all wet, hut we don’t think so.

The Herald Fills a Want None Others Do

Plans have been adopted by Eugene Huse for the remodeling and redecorating of
the Auditorium theatre at Norfolk, Neb.

This theatre has been closed since the opening of the Grand some years ago. The
Granada was opened recently and when the Auditorium is completed and in opera-
tion Norfolk will be well supplied with theatres, having four in all. The Grand,
Granada and Lyric are Universal houses, but we understand that the Auditorium
will be under independent management. When the Auditorium is completed as
Eugene Huse wants it to be, Norfolk will have another playhouse she can well be
proud of, for Gene never stops short of the best when he gets started.

We are looking for some lively times in theatrical matters when the Auditorium
gets underway. Norfolk has a population of 8,000 or more and it is a safe guess
that one can find a seat in some of her theatres anytime, and not be crowded for
room.

( Continued on following page )

of good comedy thrown in. They liked it, and
said so. Seven reels. — E. M. Biddle, Strand the-
atre, Paoli, Ind. — Small town patronage.

WHISPERING WIRES: George O’Brien— Good
picture, with lots of comedy and action. It will
please the average “movie” fan very much. — S. H.
Rich, Rich theatre, Montpelier, Idaho. — General
patronage.

THE FLYING HORSEMAN: Buck Jones— 57%.
August 1-2. Good Western, to fair crowd. Five
reels. — E. M. Biddle, Strand theatre, Paoli, Ind. —
Small town patronage.

THREE BAD MEN: Special cast — 75%. August
30-31. Drew well, and was well liked. Have no
complaints and several compliments. Nine reels.
— J. A. D. Engesather, Movies theatre, Brocket,
N. D. — General patronage.

THE COWBOY AND THE COUNTESS: Buck
Jones — 30%. August 15-16. A good Western, but
did not draw much of a crowd. Five reels. —
E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

CANYON OF LIGHT: Tom Mix — One of Tom’s
best. We are all for you, Tom, when you make
pictures like this. — S. H. Rich, Rich theatre,
Montpelier, Idaho. — General patronage.

COLLEEN : Madge Bellamy — A good program
picture, but failed to draw. Fox pictures never
draw for me on Monday or Tuesday. — J. Brazden,
Cobb theatre, Boston, Mass. — General patronage.

CIRCUS ACE: Tom Mix — Gets the people and
pleases most of them, but not as good as the last
two he made. — T. J. Kempkes, Bonham theatre,
Fairbury, Neb. — General patronage.

THE CIRCUS ACE: Tom Mix — August 27.
Good, and Mix has a real leading lady for once.
She fitted the part 100 per cent. Five reels. —
Mrs. Richard A. Preuss, Arvada theatre, Arvada,
Col. — Small town patronage.

SUMMER BACHELORS: Special cast — This
picture has box office power, but it’s not a spe-
cial. Lots of kicks. Nothing to it at all. — A. G.
Miller, Lyric theatre, Atkinson, Neb.— General
patronage.

HILLS OF PERIL: Buck Jones — Westerns al-
ways draw well here. Buck Jones is a good
Western star and is well liked by both young and
J . Brazden, Cobb theatre, Boston, Mass. —
General patronage.

Gotham

THE RED KIMONA: Mrs. Wallace Reid — £0%.
July 28-29. Pick this picture up and play it on
your poor nights and watch them come in. Boost
it strong, it is a good picture. Seven reels. —
E. A. Rhoades, Grand theatre. Story City, la.—
Small town patronage.

Metro-Goldwyn-Mayer

TWELVE MILES OUT: John Gilbert — 45%.
August 28-29. A little rough for some, but will
please 90 per cent. Eight reels.— E. H. Brechler,
Opera House, Fennimore, Wis. — General patron-
age.

AFTER MIDNIGHT : Norma Shearer — 40%.
September 4-5. A nice picture, but not Norma’s
best. Seven reels.— E. H. Brechler, Opera House,
Fennimore, Wis. — General patronage.

AFTER MIDNIGHT: Norma Shearer — 38%.

September 1. Fair entertainment of the night
club life in the large cities. Did not please
Norma’s supporters. Six reels. — T. A. Shea, Pal-
ace theatre, McGehee, Ark. — General patronage.
CALIFORNIA : Tim McCoy — 30%. September

2-3. A good historical Western. Six reels.

E. H. Brechler, Opera House, Fennimore, Wis. — •
General patronage.

THE CALLAHANS AND THE MURPHYS:

Special cast — 80%. August 26-27. Perhaps a little
too much near-beer, but the crowd will laugh and
tell you they enjoyed the show. Nothing in pic-
ture to be afraid of. Seven reels. — J. A. D.
Engesather, Movies theatre. Brocket, N. D. — Gen-
eral patronage.

THE CALLAHANS AND THE MURPHYS:

Special cast — 20%. As my name implies, we are
100 per cent Irish, though if we thought any
class of that race ever acted in the manner de-
scribed by Sally Moran and Marie Dresser we
would certainly deny our nationality. If you are
Irish and have one spark of Irish pride, do not
lun this picture. Better still, do not advise your
acquaintances to even pay to see it. It’s the
lowest order of filth. I imagine it would go big
in certain parts of Alabama and with the presi-
dent of Mexico, and the producer should be re-
stricted in its direction to the above territories.
Six reels. T. A. Shea, Palace theatre, McGehee,
Ark. — General patronage.

ROOKIES: Special cast — 100%. August 10-11.

A knockout and a real drawing card, if you have

a few in the town that have seen it. Otherwise,
you might have a slim first night, but on the
second night you better go out and borrow some
seats ; you’ll need them. Sure gets the laughs and
the ending is a wow. Seven reels. — Ray W. Mus-
selman. Princess theatre, Lincoln, Kan. — Small
town patronage.

ROOKIES: Special cast — 90%. August 26-27.
Like all the rest of the exhibitors, will have to
report it went over big. Seven reels. — E. A.
Rhoades, Grand theatre. Story City, la. — Small
town patronage.

ROOKIES: Special cast — August 29-30. Got

some awful vulgar scenes that bring forth shouts
of glee from the persons who thrive on smutty
stuff. But my patrons are mostly clean minded,
and I didn’t have the nerve to ask them how
they liked it. The picture would go over big with-
out the dirt. Admission 10-20-30c. — F. W. Zim-
merman, Palace theatre, San Marcos, Tex. — Small
town patronage.

ROOKIES : Special cast — One of the best com-
edies of the year and sold to us at a fair price.
Lot of laughs and also a good thrill, which is
what our patrons want. — W. L. Crouse, Ideal
theatre. Bloomer, Wis. — General patronage.

LOVERS: Special cast — 60%. August 17-18.

Played this with a tentshow in town and had

good patronage. It is better than average. My
lady patrons fall hard for Novarro. Seven x-eels.
■ — E. A. Rhoades, Grand theatre. Story City, la.—
Small town patronage.

LOVERS: Special cast — August 28-29. After
reading a pair of adverse reports on this one, we
were surprised at the many favorable comments
received from our patrons. The box office state-
ment shows it as a fair Sunday-Monday offering.
Seven reels. — Ivy D. Arnold, Creseo theatre,
Cresco, la. — General patronage.

FLESH AND THE DEVIL: Special oast— 78%.
August 24-25. One of the best Metro pictures I
have ever used. A good plot and plenty of dra-
matic situations that please. Lots of love scenes,
but has a good lesson and will please practically
all. Advertise big and make some money. You
won’t go wrong. Nine reels. — Guy B. Amis,
Princess theatre, Lexington, Tenn. — Small town
patronage.

THE TAXI DANCER: Special cast — 80%. Sep-
tember 1-2. The best program of its kind for
some time. Admission 10 and 30 cents. — Earl N.
Conway, Electric theatre, St. Francis, Kan. — Gen-
eral patronage.

TILLIE THE TOILER: Marion Davies 100%.
September 1. We ran this one night and it filled
the house. Not only that, but it pleased them all.

54

EXHIBITORS HERALD

September 17, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page)

Last night the Moon played Harry Langdon in “Tramp, Tramp, Tramp” and,
judging from the comment one hears on the streets, Harry must have put a crimp
in the entire audience and tickled the funny bone of every one present. We didn’t
see the picture because we saw Harry in “Long Pants” recently and were afraid we’d
go home with the same kind of a headache. One man told us it was the best com-
edy he ever saw, and that’s saying a lot, for this party is a judge and seldom misses
a comedy, so we are assuming that “Tramp, Tramp, Tramp” filled all the require-
ments.

The Herald Fills a Want None Others Do

There seems to be considerable criticism of “The Callahans and Murphys.” We
understand that our Irish friends claim it discredits the race. We saw this picture
recently and it failed to impress us that way. Sally O’Neil and Marie Dressier shoul-
dered the burden of putting the picture over, and with us they put it over with a
wham. We don’t know what Marie’s nationality is, and to us it doesn’t matter, but
if Sally O’Neil isn’t Irish then the Blarney Stone is a relic of Tombstone, Arizona.

There were some strong spots in this picture to be sure, and some of the subtitles
could have been improved upon to considerable advantage and a few objectionable
expressions left out, but what could one expect from an Irish picnic with three dray-
loads of beer and Sally and Marie each kissing and making up over a couple of
steins. No, we can’t see where the Irish could object to this picture any more than
the Jewish race could object to “The Cohens and Kellys.” They are both pretty
true to life, and that leaves nothing to kick about. Sally O’Neil can draw what little
change we have any time she is playing in our locality, and from this time on we
are going to watch for her, no matter if she’s a Swede. We’ll go and see “The
Callahans and Murphys” every time we have the opportunity and think none the
less of the Irish for it. Hurrah for old Erin.

The Herald Fills a Want None Others Do

The Moon recently played “Soft Cushions” and further deponent sayeth not, except
that we wish they would put our friend Doug in more stories like “Let It Rain.”
Doug is one of our favorites and we hate to see him killed off so early in life.

The Herald Fills a Want None Others Do

Frank O’Hara, that Jewish Rabbi who operates the Community theatre at Elgin,
Neb., has bought a new Chrysler landeau and is starting for Idaho to visit “Fishy”
Phil Rand and is urging us to go with him. While around home Frank is all right,
but on a trip like that he needs some level-headed person with him — he is apt to
forget the day of the week and eat pork on Friday.

Do you think we had better go? Just think what will happen when the Irish and
the Idahoans get together. If Fred S. Meyer of Milwaukee and Grasshopper Sprague
of Goodland, Kan., were going along our duty would be clear. You remember what
Phil said about those Idaho huckleberries and Mrs. Rand’s huckleberry pies? Well,
how can one resist? Besides that, Phil has made some rather strong statements
about the fishing in the Salmon river, and who is going to prove up on these stories
if we don’t go? Frank can’t fish and Phil could pull the wool over his eyes and
make him think a six-inch sucker was a ten-pound rainbow. In the interest of truth
and in justice to the readers of the HERALD we think we better go. Besides that,
we’ve got hay fever, and Phil says hay fever is unknown in Idaho, but Phil says a
lot of things, most of which have been proven to be true, and we hope this state-
ment is true also. Therefore, since you exhibitors are all agreed, and since there
is so much concern over Frank’s conduct, it is quite likely our next letter will be
from somewhere out somewhere, but you can rely on its being the truth whatever
it is. Then after the hay fever season is over it will be Indiana, so you Hoosiers
know what’s in store for you, for as Bill used to say, “He’ll be in to see you.”

J. C. JENKINS,

The HERALD man.

Tillie very well taken care of by Marion Davies,
and Fawcett as Simpkins was there and over.
George Arthur a real Whipple, but I guess no one
in Hollywood was ugly enough to be Mac. How-
ever, it was a mighty good comedy drama and it
did business. Seven reels. — Ray W. Musselman,
Princess theatre, Lincoln, Kan. — Small town pa-
tronage.

TILLIE THE TOILER: Marion Davies — Au-
gust 17. Very good. Good comments. Six reels.
— L. C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

TILLIE THE TOILER: Marion Davies—

Marion Davies is a good actress, but is not fitted
for this type of role. In my opinion this is the
poorest Davies picture I have ever seen. George
K. Arthur was very good. — J. Brazden, Cobb
theatre, Boston, Mass. — General patronage.

WANING SEX: Norma Shearer — 65%. August
3-4. Good picture and Norma has a following
here. Not big, but they always show up for her
pictures. This picture will please, but is not as
good as some of her others. Seven reels. — Ray
W. Musselman, Princess theatre, Lincoln, Kan. —
Small town patronage.

THE FIRE BRIGADE : Charles Ray — August
13. The greatest fire picture we ever played.
Colored film was beautiful. Many outstanding

points. Eight reels. — L. C. Bolduc, Bijou theatre,
Conway, N. H. — General patronage.

THE FRONTIERSMAN: Tim McCoy— August
31-September 1. A fair action picture. An im-
probable episode drew some caustic comment from
the observing patrons. The blood and thunder
fans made no kicks. Six reels. — Ivy D. Arnold,
Cresco theatre, Cresco, la. — General patronage.

SLIDE, KELLY, SLIDE : Special cast — August
20. A very, very good picture and one which will
please, and which certainly held my audience.
Eight reels. — A. C. Betts, Powers theatre. Red
Creek, N. Y. — Small town patronage.

THE RED MILL: Marion Davies — This is a
good comedy. Pleased all who came. Seven reels.
— L. C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

TELL IT TO THE MARINES: Special cast—
July 29-30. This picture has everything to make
good entertainment. William Haines shares hon-
ors with Lon Chaney in this picture. The audi-
ence was pleased 100 per cent. Seven reels. —
L. C. Bolduc, Bijou theatre, Conway, N. H. — Gen-
eral patronage.

THE UNKNOWN: Lon Chaney— Good picture
where they like Chaney.— T. J. Kempkes, Bon-
ham theatre, Fairbury, Neb. — General patronage.

JOHNNY, GET YOUR HAIR CUT: Jackie
Coogan — June 24-25. Very good, clean picture.
Everybody pleased. Horse race good. Jackie
looks real cute with his hair cut. Seven reels. —
L. C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

WAR PAINT : Tim McCoy — August 10. A
very good Indian picture. Very good photography.
Six reels. — L. C. Bolduc, Bijou theatre, Conway,
N. H. — General patronage.

FLAMING FOREST: Antonio Moreno — Excel-
lent Western of a new type. Had nothing but
good comments on it. Seven reels. — C. Wagner,
Royal theatre. Fort Recovery, O. — General pat-
ronage.

FLAMING FOREST: Special cast — August 18.
A Curwood story made into a very good picture,
and pleased all. Renee Adoree is very good.
Fine acting from all the cast. — L. C. Bolduc,
Bijou theatre, Conway, N. H. — General patronage.

TIN HATS: Special cast — August 22. A good
comedy, with plenty of laughs, that went over
good. Well worth playing and seeing. Six reels.
— L. C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

TIN HATS: Conrad Nagel — This is a great
picture. My patrons went wild over it. Best war
comedy we ever played. Better than “Behind the
Front.” Seven reels. — C. Wagner, Royal theatre.
Fort Recovery, O. — General patronage.

MR. WU : Lon Chaney — August 24-25. Lon
Chaney’s work in this was as clever as usual, but
many of our patrons have stated they will not
come to any more of his pictures in an Oriental
or gruesome setting. It is getting more and more
difficult to sell a picture that has not a liberal
comedy background. Eight reels. — Ivy D. Arnold,
Cresco theatre, Cresco, la. — General patronage.

Paramount

MYSTERIOUS RIDER: Jack Holt— 85%. Au-
gust 13. A fine, clear-cut Western of a type that
makes a hit with my patrons, many of whom
came back the second night. — D. F. Davis, Crystal
theatre. Silver Creek, Neb. — Small town patron-
age.

SERVICE FOR LADIES: Adolphe Menjou—
87%. August 26-27. This is my first picture on
Paramount’s 1927-1928 contract. If they all
measure up to this clean, clever comedy drama,
I’ll be more than satisfied. Drew big Saturday
business. Seven reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

SERVICE FOR LADIES: Adolphe Menjou—
12%. August 31. Good picture, but no box
office appeal here. Menjou at his best. Seven
reels. — Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — Small town patronage.

HOLD THAT UON: Douglas MacLean— 85%.
August 13. Ran this to good Saturday crowd,
and it was a riot. Rather slow getting started,
but the last two reels are fast and furious.
Seven reels. — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

HOLD THAT LION: Douglas MacLean— 50%.
September 3. Delightful comedy that pleased our
small audience very much. Six reels. — Clarence
E. Hopkins, Hopkins theatre. Cotter, Ark. — Small
town patronage.

WEDDING BILLS: Raymond Griffith— 35%.
August 31. First three reels rather slow and un-
interesting, but last three very good and saves
the picture. Very good light entertainment. Six
reels. — T. A. Shea, Palace theatre, McGehee,
Ark. — General patronage.

EVENING CLOTHES: Adolphe Menjou — 44%.
August 31. A feature that pleased my regular
Wednesday night patrons, and it has a cast that
should please in most anything. Watch Louise
Brooks. — D. F. Davis, Crystal theatre. Silver
Creek, Neb. — Small town patronage.

RITZY : Betty Bronson — 40%. A mighty poor
picture and failed to draw. Betty is a fine star,
but she is being ruined by poor stories. — J.
Brazden, Cobb theatre, Boston, Mass. — General
patronage.

ROUGH HOUSE ROSIE: Clara Bow— 44%.
August 23. Proper title, rather well produced,
well acted and directed picture. Will please the
Bow fans who are rather numerous. Seven reels.
- — T. A. Shea, Palace theatre, McGehee, Ark. —
General patronage.

CASEY AT THE BAT: Wallace Beery— 80%.
August 27. A baseball comedy that will please
the men folks and some of the women. While a
part of it showing the beer scenes of the nineties
could easily be true, yet the screen would be
better off without it. To those who did not dis-
like the drinking, it was as good as "Behind
the Front,” but Hatton was missed by many. —

EXHIBITORS HERALD

55

September 17, 1927

D. F. Davis, Crystal theatre, Silver Creek, Neb. —
Small town patronage.

GOD GAVE ME TWENTY CENTS: Special
cast — 31%. August 3. We thought this a mighty
fine drama, although there are some scenes in it
we could not recommend for family showing. —
D. F. Davis, Crystal theatre. Silver Creek, Neb. —
Small town patronage.

THE PALM BEACH GIRL: Bebe Daniels—
20%. August 28. Just as good as any comedy
feature put out by any producer. Our patrons,
the few who saw it, did not fail to tell us they
liked it. Bebe Daniels is liked here. We are
going to play more of her pictures. Print in
first class condition, better than prints of much
newer pictures we get from some of the other
exchanges. Seven reels. — J. S. Landry, Colum-
bia theatre, Morganza, La. — General patronage.

VARIETY : Special cast — 50%. August 24-25.
My patrons were very enthusiastic about this pic-
ture and the work of Emil Jannings. I think
that the photography was about as good as I
have ever seen in any American made picture,
and the story is very good, moves along at a fast
clip and holds the interest. Six reels. — Ray W.
Musselman, Princess theatre, Lincoln, Kan. —
Small town patronage.

YOU’D BE SURPRISED: Raymond Griffith—
63%. August 13. This is a good picture, al-
though there are some audiences which will not
care for same, as it is what I would call a satire,
a take off on some of the present-day methods
of police service. Although a murder takes place,
Griffith as the coroner, smiles his way through
all difficulties, and captures the villain. Seven
reels. — G. S. Kenny, Community House, Green-
wood, Ind. — General patronage.

YOU’D BE SURPRISED: Raymond Griffith—
42%. August 27. A very out-of-the-ordinary pic-
ture that did not draw very well, but seemed to
please those who did come. Personally I liked it
much better than the same old program stuff.
Six reels. — Clarence E. Hopkins, Hopkins theatre,
Cotter, Ark. — Small town patronage.

YOU’D BE SURPRISED: Special cast— You
sure will be surprised at the number of patrons
who will walk out on this one. This is without
a doubt the biggest piece of cheese we have run
in a long time. Takes more than Paramount
trade-mark to put them over. — R. K. Lattin,
Strand theatre, Valparaiso, Neb. — General patron-
age.

THE QUARTERBACK: Richard Dix— 90%.
August 20. The best of all the football specials,
and that’s saying plenty. Brother, if you
haven’t played this grab it for fall showing and
mop up. Eight reels. — E. M. Biddle, Strand thea-
tre, Paoli, Ind. — Small town patronage.

SOFT CUSHIONS: Douglas MacLean — August
4-5. For a comedy, this one failed to click. Sun-
day business was off quite a bit and I think it
was due to the Oriental atmosphere as shown on
the accessories. Orientals simply will not draw
for us. Seven reels. — Ivy D. Arnold, Cresco thea-
tre, Cresco, la. — General patronage.

ROUGH RIDERS: Mary Astor — August 22-
23-24. Beery and Bancroft are a riot. Picture
pleased almost 100 per cent. I bought this a
year ago, paid top price, same as “Command-
ments,” expecting this to be roadshowed. But
keytown played for regular prices and ruined
my chances to come out even. This picture will
make real money if exploited properly, but don’t
pay more than a Zane Grey picture. — F. W. Zim-
merman, Palace theatre, San Marcos, Tex. — Small
town patronage.

BARBED WIRE: Pola Negri — August 28.
Good picture of its kind. French and German
war story. Clive Brook very good. Eight reels.
— Mrs. Richard A. Preuss, Arvada theatre, Ar-
vada, Col. — Small town patronage.

BARBED WIRE: Pola Negri — August 21-22.
This picture went over in fine shape and was
well liked. Received quite a few compliments on
it. — H. G. Stettmund, H. & S. theatre. Chandler,
Okla. — Small town patronage.

DRUMS OF THE DESERT: Special cast—
September 2-3. This one did very good business
and gave general satisfaction. The author’s story
with a good comedy background required no
technicolor, broncho busting, trick roping, or
circus horse. Far better than the average West-
ern. Seven reels. — Ivy D. Arnold, Cresco theatre,
Cresco, la. — General patronage.

THE POTTERS: W. C. Fields — I got a great
laugh out of this one. Fields is surely good in
his role in this picture. It did not draw, due
to title or something, but those that came liked
it, and told me so. — S. H. Rich, Rich theatre,
Montpelier, Idaho. — General patronage.

THE LAST OUTLAW: Gary Cooper— August
23. Fair Western, to fair business on our “Two
for One” program. Story, photography and at-
tention to details, remove it from the factory
made class. Six reels. — Ivy D. Arnold, Cresco
theatre, Cresco, la. — General patronage.

KNOCKOUT RILEY: Richard Dix— August
26-27. This one gave general satisfaction. Seven
reels. — Ivy D. Arnold, Cresco theatre, Cresco, la.
- — General patronage.

STRANDED IN PARIS: Bebe Daniels— Au-
gust 21-22. A good Daniels picture. Pleased her
fans. Seven reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

THE MYSTERIOUS RIDER: Jack Holt-
Usual Zane Gray Western, and that’s saying a
lot. Zane Gray and Paramount make good West-
erns. Play this one up big. — S. H. Rich, Rich
theatre, Montpelier, Idaho. — General patronage.

IT: Clara Bow — Drew good business for two
days. Many favorable comments. — W. L. Crouse,
Ideal theatre, Bloomer, Wis. — General patronage.

A KISS IN A TAXI: Bebe Daniels— Rather
old, but very good. Bebe is a fine star and is
always sure to give you your money’s worth. — -
J. Brazden, Cobb theatre, Boston, Mass. — General
patronage.

CABARET: Gilda Gray — Good picture for

Gilda Gray and drew better than her former
picture.. — T. J. Kempkes, Bonham theatre, Fair-
bury. Neb. — General patronage.

THE CANADIAN : Thomas Meighan — Created
no interest and we have no comments favor-
able or otherwise. Eight reels. — Giacoma Broth-
ers, Crystal theatre. Tombstone, Ariz. — General
patronage.

SO’S YOUR OLD MAN: W. C. Fields— August
23-24. I would call this a dandy little small
town picture, which will surely please the ma-
jortiy of your patrons. Fields, of course, means
less than nothing out in the sticks, but the title
will draw them in. The only complaint I heard
on it was that the gold sequence was too long
dragged out. Otherwise everyone seemed pleased.
Seven reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

THE TELEPHONE GIRL: Special cast— Good
picture for tieup, and will please 75 per cent.
— T. J. Kempkes, Bonham theatre, Fairbury, Neb.
- — General patronage.

Pathe-P D C

THE CRUISE OF THE JASPER B: Rod La
Rocque — 20%. August 24. In the class of a two-
reel comedy. This is our opinion, but the crowd,
which was small, who witnessed it, seemed to
enjoy it, judging from the laughs registered.
Personally we think that this is the most foolish
picture we ever played. They should not give
La Rocque such a silly part. He is too much of
a fine actor to be given such a part as he has in
this. Six reels. — J. S. Landry, Columbia theatre,
Morganza, La. — 'General patronage.

THE YANKEE CLIPPER: Special cast— 50%.
August 29-31. A wonderful sea story, with an
excellent cast, who work perfectly. The picture
is slow in spots, but picks up near the end and
finishes strong. It is a shame that this picture
was not more highly advertised, as very few in
this community had ever heard of it, consequently
the box office didn’t show any record-breaking
figures. But the picture is there and will make
them talk and send their friends. Nine reels.
— Ray W. Musselman, Princess theatre, Lincoln,
Kan. — Small town patronage.

THE NERVOUS WRECK: Harrison Ford—
75%. August 15-16. A very good comedy drama
and it drew real well. Not a new theme, but is
full of entertainment, and I think that the ones
who have panned this are enthusiasts who paid
too much for it and gave the picture fits to air
their feelings. Seven reels. — Ray W. Musselman,
Princess theatre, Lincoln, Kan. — Small town pat-
ronage.

UP IN MABEL’S ROOM: Marie Prevost—
85%. August 17-18. A real comedy drama that
will please every one that likes a laugh — and
how. If you want a real drawing card that is a
natural, buy this and step on it, it’s there and
over. I used a trailer and the usual lobby and
newspaper advertising and they all came in to
see it. You can’t go wrong on this picture. Seven
reels. — Ray W. Musselman, Princess theatre, Lin-
coln, Kan. — Stnall town patronage.

THE VOLGA BOATMAN: William Boyd—
70%. August 1-2. A wonderful picture in every
way, but it didn’t draw like I expected and I
advertised it in a big way. It may have been
because I let it get old before I ran it. However,
there is no kick, as I bought it right and it made

W

SAMUEL ZLERLEP

presents

A Story of the Rialto’s
gayest madcap who falls
awfully hard for a sweet,
clean hick-town lad.

All star cast headed by

MARGUERITE

DE LA MOTTE
DONALD KEITH

PICTURES
CORPORATION

SAMUEL Z I ERLEK. f resident

NEW • V O tk '

56

EXHIBITORS HERALD

September 17, 1927

a little money. It is a prestige builder, and I
would say, run it. Eleven reels. — Ray W. Mus-
selman. Princess theatre, Lincoln, Kan. — Small
town patronage.

THE COUNTRY DOCTOR: Rudolph Schildkraut
--September 1-2-3. This is very fine. We in-
vited all the local doctors to be our guests, and
you know the rest. — Clark & Edwards, Palace the-
atre, Ashland, O. — General patronage.

THE LAST FRONTIER: William Boyd — Our
people are getting fed up on this style of picture.
Eight reels. — Giacoma Brothers, Crystal theatre,
Tombstone, Aj’iz. — General patronage.

Rayart

THE DEVIL'S ISLAND: Pauline Frederick —
Our patrons were entertained with this picture
and Miss Frederick, who is a favorite here,
pleased her admirers here. Seven reels. — Giacoma
Brothers, Crystal theatre, Tombstone, Ariz.—Gen-
eral patronage.

United Artists

THE BELOVED ROGUE: John Barrymore —
26%. Aug-ust 29. Good story of the 14th cen-
tury period (which our patrons do not appear to
be interested in). Good acting, but not Barry-
more s best. If you pay a big price for pictures
be prepared to get out your check book. Ten reels.
— T. A. Shea, Palace theatre, McGehee, Ark. —
General patronage.

TUMBLEWEEDS: William S. Hart — 100%.

August 11-12. This is the best picture we have
played this season. There were many Kansas
people that knew of this race to Oklahoma and
knew of this picture having it about correct.
Eight reels. — Earl N. Conway, Electric theatre,
St. Francis, Kan. — General patronage.

NIGHT OF LOVE: Ronald Colman — Very fine
picture. I did not do a big business, but the pic-
ture is there just the same.— S. H. Rich, Rich
theatre, Montpelier, Idaho. — General patronage.

LOVE OF SUNYA: Gloria Swanson — This pic-
ture well pleased the better class, but it did not
draw big for me. Will please in larger towns. —

S. H. Rich, Rich theatre, Montpelier, Idaho. —
General patronage.

Universal

CAT AND THE CANARY: Laura La Plant«--
85%. September 1. A new kind of a picture with
new kind of thrills. A real mystery thriller that
is a special. Forrest Stanley gave the patrons
the surprise of their lives. The entire cast is ex-
cellent. Book it and boost it. It’s great. Eight
reels. Mrs. Richard A. Preuss, Arvada theatre,
Arvada. Col. — Small town patronage.

LOOKING FOR TROUBLE: Jack Hoxio-70%.
July 29-30. I don’t know whether to give this
credit for the business or the Andy Gump comedy
that I ran with it. It is just a fair Western and
is classed with the general run of Hoxie’s.
Five reels. — Ray W. Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

THE PHANTOM BULLET: Hoot Gibson— 82%.
August 27. I believe that this is one of the best
Gibsons that I have ever shown. It certainly did
go over in fine shape. Drew a big house and
pleased them all. We made money and were
pleased. Hoot does some real acting in this one.

A. mighty fine picture that will please any tame.
Six reels. Paul B. Hoffman, Legion theatre,
Holyrood, Kan. — Small town patronage.

OH BABY: Special cast — 23%. August 17. A
dandy farce comedy. Have seen a report or two
on this which censured an undressing scene, but
our patrons failed to find any fault. — D. F. Davis,
Crystal theatre. Silver Creek, Neb.— Small town
patronage.

PRISONERS OF THE STORM: House Peters—
20%. August 10. A mighty fine drama, from a
well known story, but a hot night wrecked out-
box office, along with a carnival for opposition. —

D. F. Davis, Crystal theatre. Silver Creek, Neb.—
Small town patronage.

THE OLD SOAK: Jean Hersholt — 34%. Au-
gust 24. A fine melodrama, with some laughs
and some tears ; just the kind of a show that has
a personal appeal. The work of June Marlowe,

taking the part of a chorus girl, is wonderful.

D. F. Davis, Crystal theatre, Silver Creek, Neb.

Small town patronage.

THE OLD SOAK: Special cast — Dandy picture
to a fair business. — S. H. Rich, Rich theatre,
Montpelier, Idaho. — General patronage.

THE ICE FLOOD: Viola Dana — 20%. August
21. Played this on Sunday ; should have played it

on Saturday. However, our Sunday patrons
seemed to enjoy it, and none told us they were
dissatisfied. Personally, we think that this is a
fine picture and should please all. Print in good
condition. Seven reels. — J. S. Landry, Columbia
theatre, Morganza, La. — General patronage.

PAINTING THE TOWN: Glenn Tryon— 50%.
August 21. A very good comedy feature of wise-
cracks. Six reels without a dull moment. (No
fooling) Six reels. — Mrs. Richard A. Preuss, Ar-
vada theatre, Arvada, Col. — Small town patron-
age.

THE ICE FLOOD: Kenneth Harlan — This is
very good show and will please the Saturday
night crowd. It is a story of the Northern woods
and has enough rough stuff for them. The scen-
ery is good and so was the print. Six reels. —
F. R. Odle, Palace theatre, Meridian, Tex. — Gen-
eral patronage.

THE FOURTH COMMANDMENT: Belle Ben-
nett— 60%. How Universal can call this a spe-
cial super production goes beyond my compre-
hension. Just a picture somewhat around or be-
low the average, with more walkouts than I have
had recently. Does not entertain the young ele-
ment at all, and not all of the older by any
means. Seven reels. — Garden theatre, St. Clair,
Mich. — General patronage.

THE PHANTOM OF THE OPERA: Lon Cha-
ney— 25%. August 15-16. This show was very
good and the acting of Chaney was excellent.
The technicolor wasn’t very clear because the
film was not new. The print was streaked.
Universal didn’t furnish me the ad matter that
they said they would. Also the ad matter wasn’t
the best that they had. This is one reason that
I didn’t rate the picture any higher. Ten reels.
— F. R. Odle, Palace theatre, Meridian, Tex. —
General patronage.

THE MARRIAGE CLAUSE: Special cast— 47%.
August 8-9. I consider this one of the finest
pictures on Universal’s program for 1926-27. It
is a trifle draggy but there is a superb climax
with Miss Dove doing some of the most wonderful
acting I've seen. Business off owing to tentshow.
— A. N. Miles, Eminence theatre. Eminence, Ky.
— General patronage.

THE WHOLE TOWN’S TALKING: Special
cast — 80%. July 28. Not Universal’s worst by a
long way. Nothing heavy about it, just good
wholesome comedy with Edward Everett Hor-
ton funnier than he was in “Poker Faces.” Sev-
en reels. — Helen Ulman, Ulman’s Opera House,
Salisbury, Md. — General patronage.

THE BORDER SHERIFF: Special east— Aug-
ust 18-19. Ran this with a Swede play of Val
Howland roadshow. Packed house. Everybody
roared and enjoyed “The Border Sheriff.” Tut-
tle’s stories seem to have good plots. Pee Wee
Holmes furnished the laughs in this. It’s o.k. —
Philip Rand, Rex theatre, Salmon, Idaho. — Gen-
eral patronage.

WATCH YOUR WIFE: Virginia Valli— June
18. A good domestic comedy drama that pleased.
The catchy title drew. Six reels. — L. C. Bolduc,
Bijou theatre, Conway, N. H. — General patronage.

MICHAEL STROGOFF: Special cast — Very
good picture. Color scenes wonderful. Play it
and advertise it strong. — S. H. Rich, Rich theatre,
Montpelier, Idaho. — General patronage.

FAST AND FURIOUS: Reginald Denny— A
good picture where they like Denny. — T. J.
Kempkes, Bonham theatre, Fairbury, Neb. — Gen-
eral patronage.

LOVE THRILL: Laura LaPlante — Just a fair
picture. Pleased about 5 per cent. — T. J. Kempkes,
Bonham theatre, Fairbury, Neb. — General patron-
age.

THE SILENT RIDER: Hoot Gibson— June 29.

A good, clean Western with lots of good comedy.
Five reels. — L. C. Bolduc, Bijou theatre, Conway,

N. H. — General patronage.

PRAIRIE KING: Hoot Gibson — Not as good
as his last ones, but will please his followers. — •

T. J. Kempkes, Bonham theatre, Fairbury, Neb.—
General patronage.

THE RUNAWAY EXPRESS: Jack Dougherty
— June 15. A fairly good train drama. Six
reels. — L. C. Bolduc, Bijou theatre, Conway, N.

H. — General patronage.

THE BUCKAROO KID: Hoot Gibson — As usual
Hoot drew them in and pleased his fans. The
picture is a fair Western. — S. H. Rich, Rich the-
atre, Montpelier, Idaho. — General patronage.

THE CLAW : Special cast — July 13. A good
mystery story. Five reels. — L. C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

SPANGLES: Marion Nixon — June 8. A good
circus picture, well acted and interestingly told.

Five reels. — L. C. Bolduc, Bijou theatre, Conway,

N. H. — General patronage.

THE COHENS AND KELLYS: Special cast—
June 1. Everybody has reported this good and I
do the same. That’s all. Seven reels. — L. C.
Bolduc, Bijou theatre, Conway, N. H. — General
patronage.

FIGHTING PEACEMAKER: Jack Hoxie— Like
all these Blue Streak Westerns there’s too much
rough stuff and they are all alike. Our patrons
are fed up on them. We had a complete service
contract and are nearly through with it. No
more Universal complete contract for me. Five
reels. — C. Wagner, Royal theatre, Ft. Recovery,

O. — General patronage.

RAMBLING RANGER: Jack Hoxie — August
31. Very poor Western. Five reels. — L. C. Bol-
duc, Bijou theatre, Conway, N. H. — General pat-
ronage.

Warner Brothers

FINGER PRINTS: Louise Fazenda— 30%.
August 30-31. No kicks on this one. Seven reels.
— E. H. Brechler, Opera House, Fennimore, Wis.

■ — General patronage.

SIMPLE SIS: Louise Fazenda — August 31.
Punk. Have yet to play a Warner classic at a
profit. They walked out on this. Second day
was terrible. — F. W. Zimmerman, Palace theatre,
San Marcos, Tex. — Small town patronage.

RED HOT TIRES: Monte Blue — A very, very
good entertaining picture and where Monte Blue
rides the ties on motorcycle, holds enough sus-
pense to keep one for awhile. Played to a very,
very small crowd. Seven reels. — A. C. Betts,
Powers theatre, Red Creek, N. Y. — Small town
patronage.

THE NIGHT CRY: Rin Tin Tin— August 25-
26. Rinty always draws. I believe this is the
best in which he has ever appeared. It is chock
full of the good old hoke and keeps them hang-
ing onto the seats. Very good. Seven reels. —
Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

THE NIGHT CRY: Rin Tin Tin— August 13.
Old, but terribly good. Held my audience spell-
bound. Many comments on the good show. Seven
reels. — A. C. Betts, Powers theatre, Red Creek,
N. Y. — Small town patronage.

THE BETTER 'OLE: Special cast — Good pic-
ture but did not draw as it should have. Paid
just about three times what it was worth to us. —
W. L. Crouse, Ideal Theatre, Bloomer, Wis. —
General patronage.

State Rights

THE BLOOD SHIP: Special cast— August 19-
20. I called this picture a very good sea story
with plenty of thrills and excitement. I adver-
tised it with a trailer and most all the ladies
kept away as they said it was too rough. Those
that came did not like it. They kill three per-
sons in this picture, but the men like it. Seven
reels. — L. C. Bolduc, Bijou theatre, Conway, N.

H. — General patronage.

CLOSED GATES: Jane Novak — A fine drama
that pleased all, and drew a pretty large crowd.

— J. Brazden, Cobb theatre, Boston, Mass. — Gen-
eral patronage.

Serials

THE SILENT FLYER: Special cast— The first
four chapters are good and have created quite a
following that are holding on and I believe will
continue until the last. Plenty of action in
every reel and it never slows down at the end,
with real pull ’em back for a closing. Twenty
reels. — Ray W. Musselman, Princess theatre, Lin-
coln, Kan. — Small town patronage.

Short Subjects

EDUCATIONAL

BACHELOR BABIES: Big Boy— These ju-
venile comedies are well enjoyed, and this one
has a number of good gags. Two reels. — G. S.
Kenny, Community House, Greenwood, Ind.-
General patronage.

CREEPS: A very good Mermaid comedy with
spooks and a haunted house, with the big black
comedian doing his stuff, and action every foot.

I am sure strong for these comedies, as I have
never had a poor one. Two reels. — Ray W.
Musselman, Princess theatre, Lincoln, Kan.—
Small town patronage.

IN THE COLD RUSH: Felix the Cat— Very
good. One reel. — L. C. Bolduc, Bijou theatre,
Conway, N. H. — General patronage.

September 17, 1927

EXHIBITORS HERALD

57

“For the Love of Mike” is the release title of the production Robert Kane made for First National under the name of ‘Hell’s
Kitchen.” At left, from left to right, are Ford Sterling, Hugh Cameron, Claudette Gilbert, Ben Lyon and George Sidney;
center, Ben Lyon, the star, and Claudette Gilbert, feminine lead; right, Rudolph Cameron and Ben Lyon.

JOYS OF CAMPING: B ruce Scenic — Some
very beautiful scenes. Makes you want to! be
there. One reel. — G. S. Kenny, Community
House, Greenwood, Ind. — General patronage.

A MISFIT SAILOR: Billy Dooley — Although
there is a similarity in Dooley’s comedies, he’s
got enough action into the windup of this to put
it over in very good style. Two reels. — G. S.
Kenny, Community House, Greenwood, Ind. —
General patronage.

SHELL SOCKED: Jimmy Adams — A good
comedy and well received. Two reels. — G. S.
Kenny, Community House, Greenwood, Ind. —
General patronage.

SUNBEAMS: Bruce Scenic — Beautiful scenes

of clouds and sea. Worth showing. — One reel.
— G. S. Kenny, Community House, Greenwood.
Ind. — General patronage.

WAITING: Lloyd Hamilton — An exceptionally
good Hamilton. Pleased a big crowd and gave
them an opportunity for a lot of laughs. Two
reels. — Ray W. Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

WHO’S MY WIFE: Lige Conley— Good. Ac-
tion and laughs a plenty. Two reels. — G. S.
Kenny, Community House, Greenwood, Ind. —
General patronage.

YES, YES, BABBIT: A little too much un-
derworld. Yes, about 1,000 feet too much. Two
reels. — J. A. D. Engesather, Movies theatre.
Brocket, N. D. — General patronage.

F B O

ALICE THE BIG LEAGUER: Special cast—
A real good cartoon. One reel. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small
town patronage.

BOYS WILL BE GIRLS: Beauty Parlor—
These two reelers always please. Try them. Two
reels. — Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — Small town patronage.

CHEESE IT : Krazy Kat — An interesting car-
toon. One reel. — A. C. Betts, Powers theatre.
Red Creek, N. Y. — Small town patronage.

EGGED ON : A good comedy with some of
the best trick photography I ever saw. Advertise
it big and it will pull business. Two reels. —
Guy B. Amis, Princess theatre. Lexington, Tenn.
— Small town patronage.

HE DONE HIS BEST: August 13. A very
good comedy. — A. C. Betts, Powers theatre, Red
Creek, N. Y. — Small town patronage.

THE LAST ROSE OF SUMMER: Beauty
Parlor Series — This is a good one. Cookie and
Kittie are funnier than ever. Two reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col. —
Small town patronage.

FOX

DOWN TO DAMASCUS: A scenic. Average,
one reel. — J. A. D. Engesather, Movies theatre.
Brocket, N. D. — General patronage.

FOX NEWS: No. 84. Contains at the last,
technicolor scenes of Scottish dances. They were
beautiful and entertaining. — A. C. Betts, Powers
theatre, Red Creek, N. Y. — Small town patronage.

FOX NEWS: No. >86- Dempsey-Sharkey fight
scenes a frost. Balance of news very good. —
A. C. Betts, Powers theatre, Red Creek, N. Y. —
Small town patronage.

FOX NEWS: No. 88. A very good news.
Shows scenes of Stillman, Jr.'s wedding. Clear,
very clear scenes. — A. C. Betts, Powers theatre.
Red Creek, N. Y. — Small town patronage.

IT’S A PIPE: Just average. Two reels. —
J. A. D. Engesather, Movies theatre, Brocket, N.
D. — General patronage.

JERRY THE GIANT: A dandy comedy. Will
strengthen any show. Better than the average
Fox comedy. Two reels. — Guy B. Amis, Princess
theatre, Lexington, Tenn. — Small town patron-
age.

WINE, WOMEN, SAUERKRAUT: Fair com-
edy that the patrons seemed to enjoy. Nude
girl at the end could have been left out. I have
noticed for some time the directors resort to
vulgarity for a laugh. It’s high time the pro-
ducers “can” these evil minded birds. The pat-
rons who enjoy smut in pictures are such a
minority that there is no use in catering to
them. I would suggest the producers go back
over the records for years and see if the smutty
pictures were the outstanding successes. Two
reels. — H. G. Stettmund, H. & G. theatre. Chand-
ler, Okla. — Small town patronage.

METRO-GOLDWYN-MAYER

STING OF STINGS: Charley Chase— An aver-
age comedy that caused laughs. High class com-
edy. Two reels. — Mrs. Richard A. Preuss, Ar-

FILM

BOARD

SECRETARIES

UThesc officers of the Film Boards of Trade
probably do more than any other agency
to promote harmony between exhibitor and
distributor. Here is given one of a series
of sketches to appear in the HERALD.

Miss Evelyn McNamee, the genial secre-
tary of the Cincinnati Film Board of
Trade, backs up a wealth of capability with
an engaging smile
that has endeared
her to both dis-
tributors and ex-
hibitors.

Miss McNamee
had her first in-
troduction to the
motion picture in-
dustry in February
of 1924 when she
became assistant to
the secretary of
the Film Board of
that time.

After serving in
this capacity for
a period of 'ten
months, she was promoted to executive sec-
retary of the board and has functioned in
that capacity up to the present time.

Miss McNamee says she is very inter-
ested in Film Board work and in the en-
tire industry. And we might add that all
branches of the trade in the Cincinnati ter-
ritory are interested in Miss McNamee’s
efficient service.

vada theatre, Arvada, Col. — Small town patron-
age.

PARAMOUNT

PARAMOUNT NEWS NO. 1: This newsreel
is excellent. A real filler for any program. One
reel. — Mrs. Richard A. Preuss* Arvada theatre,
Arvada, Col. — Small town patronage.

PATHE

HON. MR. BUGG: Special cast — Pathe go-
ing from bad to worse. Film rental paid on
this should be refunded, or else get them for
obtaining money under false pretenses. Two
reels. — H. G. Stettmund, H. & G. theatre. Chand-
ler, Okla. — Small town patronage.

TELLING WHOPPERS: Our Gang— A good
Gang comedy. Two reels. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

THERE AIN’T NO SANTA CLAUS: A funny
comedy. Two reels. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

UNIVERSAL

AROUND THE BASES: The Collegians— We
can’t praise these Collegians enough. As good
as some of these program pictures that are called
specials. Two reels. — Mrs. Richard A. Preuss,
Arvada theatre, Arvada, Col. — Small town patron-
age.

BENSON AT CALFORD: Collegians Series.
The first one we ever played and patrons began
asking for more. Great is the word. Two reels.
— Mrs. Richard A. Preuss, Arvada theatre, Ar-
vada, Col. — Small town patronage.

INTERNATIONAL NEWS: This is considered
to be in a class by itself, so far as my patrons
are concerned. No fake stuff, and most of the
subject matter is very interesting. One reel. —
Ray W. Musselman, Princess theatre, Lincoln,
Kan. — Small town patronage.

MAKING GOOD: George Lewis — These two
reelers are sure jewels. In a class by themselves.
More Collegians. Two reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small town
patronage.

TROLLEY TROUBLES: Oswald Cartoon— The
rabbit is a new one here and was well received.
One reel. — Mrs. Richard A. Preuss, Arvada thea-
tre, Arvada, Col. — Small town patronage.

MIN’S HOME ON A CLIFF: Gump— Not so
good. Two reels. — A. N. Miles, Eminence thea-
tre, Eminence, Ky. — Small town patronage.

MY MISTAKE: Fairly good comedy, one of
the Excuse Maker series. Two reels. — A. G. Wit-
wer, Grand theatre. Rainier, Ore. — General pat-
ronage.

PRIDE OF PIPEROCK: Pee Wee Holmes—
Tuttle comedy Western seemed to please major-
ity. Two reels. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

THE VULGAR YACHTMAN: Good work
Nock but comedy put out. Two reels. — Robert
W. Hines, Hines theatre, Loyalton, S. D. — Gen-
eral patronage.

MISCELLANEOUS

BEWARE: Fair. — Julius W. Schmidt, Grand
theatre, Breese, 111. — Geenral patronage.

BOMBS AND BOOBS: Very good and seemed
to please. Brought the laughs. Try them. Half
reel. — H. C. Mauler, Liberty theatre, Pleasanton,
Neb. — Small town patronage.

KO KO EATS: Not a great laugh producer,
but clear and amusing. — H. C. Mauler, Liberty
theatre, Pleasanton, Neb. — Small town patronage.

58

EXHIBITORS HERALD

September 17, 1927

CHICAGO PERSONALITIES

■■ - ■ ■■ = By W . W. ,i

THINGS are pretty muchly “as is” along the row again, and every-
body’s happy — at least everyone says he is. But all the exchanges
went through a strenuous three days following the end of the strike.
Every exchange was besieged with exhibitors straightening out their
schedules. Joe Lyon says the F B O offices Monday looked like the hold-
out at the Oriental on a Sunday night. However, schedules were rear-
ranged with less difficulty than was expected.

JACK MILLER spent so much energy
during those six showless days, he had
to spend last week at his summer home in
Lake Geneva recuperating. When he re-

turned, he closed his lodge for the winter.
Tess Heraty, Miller’s assistant, says it will
take her a long time to catch up on her
lost sleep. She attended every conference

G REIVER PRODUCTIONS

831 SOUTH WABASH AVE.,
CHICAGO, ILL.

MIDWEST FILM CO.
OF INDIANA

218 Wimmer Bldg., Indianapolis

An Exhibitor Visitor

When Mrs. Frank Paul was in
Chicago last week buying equip-
ment for her new 820 seat Marvel
theatre at Carlinville, 111., she
visited the National Theatre Sup-
ply Company offices. The three
gentlemen, all connected with Na-
tional, appearing with her are Left
to right: T. J. Major, P. L. Lan-
dis and L. H. Walters. Mrs.
Paul’s theatre is being recon-
structed after it was burned last
year, and will cost around $60,000.
It will open the latter part of
November. (Herald photo.)

and they lasted until about six in the morn-

All out for the film row golf tournament!
The big day is Friday, and the place is
Olympia Fields. Len Ullrich says that a
large number of film golfers has signed
up, so it looks like a big day. To report
this epic of the greens, we have been brush-
ing up on golf for the last few days, and
we are all set to report a lot of birdies and
eagles. And now that we know the differ-
ence between the two, we hope there will
be a number of them made. Who’s going
to be the Bobby Jones of the film row?
Well, we’ll know Friday night.

* * * *

H. O. Duke, manager of the physical
handling department for Pathe, was in town
Monday, Tuesday and Wednesday of last
week installing a new booking system.

* * *

Terry Abrams says that bookings for the
Dempsey-Tunney fight pictures are coming
in fine. Beck’s three loop theatres will
show the pictures in Chicago at a $.75 ad-
mission.

* * *

Don Eddy, special representative for
Harry Langdon productions, stopped off in
Chicago last Tuesday on his way to New
York.

* * *

Tess Heraty enjoyed a short visit
Wednesday from Clare Foley, former sec-
retary of the Omaha Film Board of Trade,
when she stopped off on her way to Pitts-
burgh, where she will take up similar duties
there.

jji ^

Harry Lorch left Saturday for New York
where he was called to a home office con-
ference.

* * *

Joe Mazetis, Pathe booker, has left Chi-
cago for Kansas City to take up similar
duties as booker there.

* * *

Since Max Slatt, of the Orpheum theatre,
had his car stolen while it was parked on
the row, exchangemen are now a little more
careful about locking their cars. But Max
was lucky. The police found his car some
place in the vicinity of Whiting, Ind.

* * *

If anyone wants the lowdown on a par-
ticular cab company in Chicago, go to Max
Swartz, M-G-M salesman. He can give you
all the details. Since a cab smashed the
front bumper on his car several weeks ago,
he has been spending most of his time in
legal tilts with the cab company. Max says
he is going to get a new bumper if he has
to keep after them until Gabriel toots his
trumpet. Max has my sympathy for I have
just had a striking experience in a cab of
the same hue, myself. (The word “strik-
ing” has a double meaning.)

* * *

In making a tour of the Middlewest,
Publix district managers, Schnider and
Crabdell, stopped off in Chicago last week.

Clearly Reflected

at tbe box-office

If your patrons are enjoying faultless
screen quality you are projecting prints
on Eastman Positive made from originals
on Eastman Negative.

Always specify Eastman prints, and
look for the words "Eastman Kodak” in
the transparent margin. For Eastman
screen quality is clearly reflected at the
box-office.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

Hays Calls Irade rractice Conference

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Form 120 1

Class of*Service

This is a full-rate
Telegram or Cable-
gram unless its char-
acter is indicated by
a symbol in the check
or in the address?

UNION

SYMBOLS

BLUE

Day Letter

N1TE

Night Message

NL

Night Letter

ICO

Deferred

CLT

Cable Letter

WTT

Week End Letter

NEWCOMB CARLTON. PRESIDENT

J. C. WILLEVER. FIRST VICE-PRESIDENT

The filing time as shown in the date line on full-rate telegrams and day letters, and the time of receipt at destination as shown on all messages, is STANDARD TIME.

A42C FKO 35 1 EXTRA

QX NEWYORK NY 1121A SEP 19 1927

EDITOR

EXHIBITORS HERALD

THE GARDEN OF ALLAH IS DOING MORE BUSINESS AT THIS THEATRE AT ADVANCED
PRICES THAN THE MERRY WIDOW OR TELL IT TO THE MARINES STOP TELL YOUR
READERS THIS IS ANOTHER METRO GOLDWYN SMASH

MANAGER EMBASSY THEATRE
NEWYORK

1047A

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)L. XXXI, No. 2

Entered as second-class matter, August 20, 1917, at
1879. Published weekly at 407 South Dearborn St.,

the Post Office at Chicago, III., under the act of March 3,
Chicago. Subscription $3.00 a year. Single copies, 25 cents.

September 24, 1927

Hillside

Jamaica

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unriyalled.matchless
/musical attraction -
Robert Morton Su—
J prcmacy is evident in.
its selection by the
Nations most success
full Showmen.

Robert Morton Organs
are built in Styles and Sixes
to suit- every type of • • ■ •
theatre, lar^e °* small.

Mffii Mootfii Organ G*

SanFrancisco

168 Golden Gate

N ew York. Chicago Los Angeles

624 So.MicKijaiv iqi4 SoVermont

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September 24, 1927

3

EXHIBITORS HERALD

4

EXHIBITORS HERALD

September 24, 1927

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DO you hear ’em rave? RAVE!— that’s the word! “EXTRj
Martin in the New York World. About “The Cat and th
ling Long-Run Special. “AMAZING!” says Fred Hall in the Ne1
Cat and the Canary.” “HAIR-RAISING!” says Dorothy Herzc
“INSPIRED-MOST SUCCESSFUL! ’’says JohnS. Cohen inTh
LAUGHS, AND PIERCING SCREAMS!” says Donald Th
Telegram. “SCREAMING SUCCESS!” says Herbert Cruicksh
graph. “ SHIVERS, THRILLS, AND HECTIC SCREECHES
says Betty Colfax in the New York Graphic. All about “Th
picture that shouts “We told you so!” YESSIR! WE TOL1
RUNS TOLD YOU BY THEIR RUSH TO GRAB UNL
This is Universal’s year! The biggest of Super - Specials, Bi
be specials in any other hands, Super-Shorts proven by PERF<
Critics are raving! The Big Gun Exhibitors are raving! W<

Sitting on Top of the World— Th*

September 24, 1927

EXHIBITORS HERALD

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ORDINARY ! ” says Quinn
Canary.” Universal’s start'
fork Times. About “The
n The New York Mirror.
Mew York Sun.“THRILLS,
npson in The New York
ilk in The New York Tele-
IOM THE AUDIENCE!”
Oat and the Canary.” The
fOU! THE BIG FIRST
KRSAL CONTRACTS!

5un Jewels that would
tMANCE! The Big Gun
1 raving ! No wonder —

t’s Universal!

6

EXHIBITORS HERALD

September 24, 1927

Tiffany acquires

4f Jack London Sea Stories

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JACK LONDON — writer of vivid, pulsating, daring and
fascinatingly brutal drama of life — whose readers are
numbered by the millions throughout the civilized world
— whose stories dig into the depths and bring forth ro-
mance, love and adventure from the dark and hidden
places of land and sea.

Casts are now being selected for these great Jack London
epics — players of renown in keeping with the tradition
established by Tiffany — Quality and real entertainment.

Four sure-fire box office attractions for every theatre.

X

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TIFFANY PRODUCTIONS, INC.

1540 BROADWAY

M.HOFFMAN.VICE.PaES.

" EXCHANGES EVERYWHERE'

NEW YORK C!TY

Send the following message, subject to the terms on back hereof, which are hereby agreed to

St. Louiis, Mo., August 26th, 1927.

S. R. KENT

PARAMOUNT, NEW YORK CITY

Clara Bow in "Hula" one of most sensational

*

box office attractions of season. Doing as
big as 11 It." JUDGING FROM NEW PRODUCT WE
HAVE PLAYED TO DATE PARAMOUNT IS GIVING US
BEST BOX OFFICE ATTRACTIONS IN ITS HISTORY.

S. P. SKOURAS

BEAU GESTE • WAY OF ALL FLESH • CHANG • UNDERWORLD • METROPOLIS • FIREMEN, SAVE MY CHILD ROUGH RIDERS

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8

EXHIBITORS HERALD

September 24, 1927

J. A. Bailey

MASTER SHOWMEN’S
FLASH NO. 1.

WATCH FOR THE OTHERS.

September 24, 1927

EXHIBITORS HERALD

9

SHOWMEN

THE AGES '

^pHE spirit of Bamum— daring, flashing, EVER PRACTICAL — bums
A anew in the ranks of FBO.

The nimble-witted P. T., astute Jimmy Bailey, beloved Buffalo Bill and the
later day Ziegfeld, Rothafel, Rickard, Belasco, Cohan, Harris and Dilling-
ham! MASTER SHOWMEN all, upon whose golden genius the very
structure of the Show World has been builded!

THEY HAVE BLAZED THE TRAIL OF PRACTICAL SHOWMAN-
SHIP UP WHICH FBO IS STRIDING TODAY IN THE FULL
VIGOR AND SWEEP OF INVINCIBLE YOUTH!

FBO showmanship is the trade sensation.

The growth of FBO — swift and sure, sound and substantial — is without
parallel in the history of motion pictures.

FBO is dedicated to the down-to-earth principles of showmanship evolved by
the MASTER SHOWMEN OF THE AGES. Without pose or pretence,
without high hat or callow sophistication, FBO goes steadfastly about its
business of PROVIDING ENTERTAINMENT FOR THE MASSES,

FBO’S Showmanship is the Showmanship of Bamum and Bailey —

BIGGER AND BETTER THAN EVER— and FBO IS MIGHTY
PROUD OF IT!

15,000 SHOWMEN CAN’T BE WRONG!

10

EXHIBITORS HERALD

September 24, 1927

ibDQDDDDDDDODDDDDODDQOQOQOQDQDOQOODaODODQaDDDOQODDOOQDQDDDDDODQOOaDQOQQDQOQODOODnDDDODDDQQDOQDobi

The ART that PRESERVES YOUR ART

CJDQanaoooaa poo □ □ □ ddododddddui

1877

Remember the squeaks and noises of the
old graphaphones — remember the pale
flickering shadows that used to be
“movies”.

The faithful reproduction of sound is a
no greater accomplishment than Con-
solidated has achieved with Certified
Prints for the faithful reproduction of
the beauty of original photography on
the screen.

The constant effort to improve the
phonograph which has resulted in the
marvelous instruments of today is dupli-
cated by Consolidated in the produc-
tion of Certified Prints — known for their
long life, high quality, and artistic value
— all over the world.

-tat.

NEW YORK

LOS ANGELES

ll the Romance and Adventure
of the Eternal West in

Path e western s

Interpreted by these
Great Western Stars

BUFFALO BILL, Jr.
a real son of the saddle,
formerly with Sells-Floto
Wild West Show, in 8

LEO MALONEY
a great star in a
class by himself,
in 4

WALLY WALES
Prince of the
Plains, in 8

SpLENDID STORIES written by the best writers of
Western fiction— interpreted by the greatest of Western stars
that’s Pathe Westerns. Big, virile action dramas replete

DON COLEMAN
world’s champion
bronco buster, in 8

BUDDY ROOSEVELT
JACK DONOVAN the college-bred

areal hereof the cowboy, in 2

v/est

JACK PADJAN
a big, two-fisted
he man

with all the thrills and romance of the eternal West— an
absolute sure-fire bet that no exhibitor can afford to pass up.
Book them all. Sold on a basis that insures you a big profit.
Get in touch with your Pathe Westerns representative..

Pathe Exchange, Inc.
%

0e mille Stuoio Pictures - Pathe hews

MNGMMHMMNI

Pathe westerns - path£serials - Pathe'comeoies

Member of Motion Picture Producers and Distributors of America. Inc- Will H. Hays. President

JAMES CRUZE

to produce "ON TO RENO ”

starring MARIE PREVOST

Sensational Story of Reno Divorce
Mill to be Filmed as Brilliant
Melodramatic Comedy

FIRST FROM JAMES CRUZE ON
PATHE-DEMILLE PROGRAM OF
HITS FOR 1927-28

ONE man had dashed west to seek his sweetheart,
and one his wife — and both found THE SAME
woman ! To husband and lover came the same shock
of surprise, of incredulous dismay, of hot anger.

Had they been simple victims of a questionable
scheme — toys for the daring game of a designing
woman? Were four lives to be spoiled by the sensa-
tional revelation? u

Here is an amaz-
ing story by Joseph
Jackson, a smart
sophisticated com-
edy drama center-
ins; about the great

O O

“ divorce mill” at
Reno.

With Marie
Prevost as the cen-
tral figure plus the
superb direction of
James Cruze, “On
to Reno” is bound
to be one of the big
box-office hits of
the year.

IVIaRIE PREVOST, incomparable interpreter of
sophisticated femininity, has one of the greatest roles
of her career in “On to Reno

This is the first of several great pro-
ductions which James Cruze will produce
and supervise for Pathe during the com-
ing year, with the same careful selection
of story, star and cast. Each a sensational
showmanship combination.

J AMES CRUZE, one of the screen’s greatest, who has a record
second-to-none as a director of box-office hits. “On to Reno” was
selected by Mr. Cruze as type of story in which he has achieved
some of his biggest successes.

Cullen landis to

play opposite Mi ss Prevost.
His ability and name lend
definite box-office value to
this great production.

Walter woods, who

will act as scenario supervisor.
Most of James Cruze greatest
pictures were directed from
scenarios supervised by
Mr. Woods.

Another sample of the big things coming to you
from Pathe in 1927-28

Pathe Exchange, Inc.

Foreign Distributors Producers International Corporation,
130 West 46th Street, New York.

WILLIAM M. VOGEL, General Manager.

Member of Motion Picture Producers and Distributors
of America, Inc.

WILL H. HAYS. President

HOW MUCH
MONEY DO YOU
EXPECT TO MAKE
NEXT YEAR?

Whatever it is, it will he
more than you figured !

M-G-M exhibitors are making the money this year !
PICTURES like “Tell it to the Marines,” “Slide, Kelly, Slide”
“TWELVE Miles Out”

“ROOKIES/’ “After Midnight” and the rest
ARE cleaning up, no mistake.

HOW about next year ?

WE’RE in a position to state that
M-G-M exhibitors will have
THEIR Biggest Year in’27'’28.

A Star name on every picture you show !

WE’VE got that for next season.

AND our budget for stories and production is

PLENTY!

(continued)

-G-

(continued)

IF you can’t keep your house filled
WITH Chaney one week, Shearer the next,

GILBERT the next, and Garbo, Haines, etc., etc.

RIGHT down the line —

NOT to mention M-G-M’s Great Specials —

THEN you’d better quit strutting your stuff
AS a showman.

ANY theatre is strongly intrenched with M-G-M ’s
BIG Parade of Stars plus
M-G-M’s equally high quality program of
JUNIOR Features —

M-G-M offers you only those short subjects
THAT add drawing value and class value
TO your program.

HOUSE-fillers, not time-fillers!

HAL Roach Comedies build patronage —

“OUR Gang,” “Charley Chase,” “Max Davidson,” “All-Star”
GREAT Events in Technicolor — M-G-M Oddities —

THOSE are the cream, boys !

AND M-G-M News will give other newsreels
SOMETHING to think about—

WE urge all exhibitors to

EXAMINE the facts of all products for ’27-’28.

TAKE your time, there’s no hurry.

WE know that when all is said and done
YOU’LL go with the company that offers you
THE chance to make the most money
IN receipts! In other words —

September 24, 1927

EXHIBITORS HERALD

11

Every Producer-Exhibitor

in the field

has signed to play FOX

Did they do it because
of love of FOX?

No!

Only a dollars and cents
consideration actuates these
men - - - rivals in many ways.
The quality of FOX Pictures
and prospective profits at
the box-office - - - nothing
else - - - convinced these
keen, clear-headed showmen
to book FOX for profits .

Dolores Del Rio Victor McLaglen
in

Loves of CARMEN
EAST SIDE WEST SIDE

George O’Brien Virginia V alii

PAID TO LOVE

George O'Brien Virginia V alii

Blanche Sweet in

SINGED

Janet Gaynor in

2 GIRLS WANTED
THE JOY GIRL

Olive Borden Neil Hamilton

THE GAY RETREAT

Sammy Cohen Ted McNamara

PUBLICITY MADNESS

Lois Moran Edmund Lowe

HIGH SCHOOL HERO

Sally Phipps

VERY CONFIDENTIAL

Madge Bellamy Mary Duncan

PAJAMAS

Olive Borden

SILK HATS

Madge Bellamy Victor McLaglen

Edmund Lowe

THE COMEDIAN

Greta Nissen

THE ESCAPE

Janet Gaynor Charles Farrell

HANGMAN’S HOUSE

Victor McLaglen

Charles Farrell Virginia V alii

COME TO MY HOUSE

Olive Borden

NONE BUT THE BRAVE

Madge Bellamy Edmund Lowe

SILK LEGS

Madge Bellamy

LUNA PARK

Victor McLaglen Greta Nissen

FRENCH ANKLES

Madge Bellamy

BALA OO

Edmund Lowe

LADIES MUST DRESS

Virginia V alii Lawrence Gray

Earle Foxe

SUGAR DADDIES

Mary Duncan

THE UNKNOWN BEAUTY

Olive Borden
also

WHAT PRICE GLORY

Victor McLaglen Edmund Lowe

Dolores Del Rio

WHO PLAYS with

FOX PROFITS with FOX

12

EXHIBITORS HERALD

September 24, 1927

October 15!

'T'HE FALL ISSUE of
the Box Office Record
and Equipment Index will
be in the mails, October
15.

For years this unfailing
guide to better pictures
and equipment has been
anxiously awaited by ex-
hibitors everywhere.

To Exhibitors:

IT is physically impos-
sible to answer by per-
sonal letter your inquiries
concerning the next issue
of the Box Office Rec-
ord & Equipment Index.

To Advertisers:

FORMS close for the
fall issue of the Box
Office Record & Equip-
ment Index on Octo-
ber 5.

FIRST NATIONAL

invites you to make

You’ve asked Yourself —

You’ve asked your Wife —
You’ve asked the Salesmen —
You’ve asked Fellow Showmen —

BUT

HAVE YOU ASKED MRS. MURRAY:

i

HER advice is the Best in the World —
the ONLY advice that will be backed
with actual CASH at the Box-Office!

r

without cost

foYOU

Invite

Mrs. MURRAY

and any five other of your representative
Patrons to step into your office —

Explain that you’re trying to pick the pic-
tures that will please them best during the
coming year. . . .

Remind them that their opinion of pic-
tures can Make or Break you . . . and that
you’d like to get that opinion NOW, while
you can act constructively on it — instead
of after the picture’s shown, when it’s too
late. . . .Then—

qeil^em

how record-breaking audiences
have cheered “CAMILLE” in

St. Louis, Minneapolis, Seattle,

Omaha

j»«s

them

what James R. Quirk, Editor of
“Photoplay,” says about “THE

PRIVATE LIFE OF HELEN
OF TROY”:- “Marvelous hu-
mor. . . extreme beauty. . . great
spectacle”.. . .

York’s gone wild
about “THE PATENT
LEATHER KID,” drawing
capacity every show for weeks
in a $2.00 house ....

how the Kansas City critics
praised Harry Langdon in
“THREE’S A CROWD”, 100
per cent ....

O ellthem

how New York, Los Angeles
and San Francisco capacity
audiences howled over George
Sidney and Charlie Murray in
“THE LIFE OF RILEY,” an-
other “McFadden’s Flats”

qellthem

how audiences everywhere are raving over
“THE POOR NUT” with Jack Mulhall and
Charlie Murray— Billie Dove in “THE STOL-
EN BRIDE” — Dorothy Mackaill and Jack
Mulhall in “SMILE. BROTHER. SMILE”—
“THE PRINCE OF HEADWAITERS” with
Lewis Stone.

Then ask them to compare these KNOWN
VALUES,— -Story for Story and Star for

Star -"With anything else offered you— -
Ask them to Pick the group they'd prefer
to see during the coming year f

lOO

\

^PATRONS,

mil tell ifou

.. First

National

>>1027-28

to

Take your Public into Partnership!"
It will get you"

1. Thousands of dollars worth of Good-Will;

2. Great advance publicity for coming pictures;

3. Definite assurance that vou’re Buying RIGHT!

That's another revolutionary Picture Purchasing Plan from FIRST
NATIONAL. . . . What other company would have the NERVE to
risk a Showdown like that — bank everything on the verdict of

the IMPARTIAL PULIC 2 Z

Well, you can figure for yourself that we wouldn't take a chance

like that if we didn't KNOW we had all the others faded:

Paramount News

The Eyes of the World

Wallace Raymond

BEERY and HATTON

FIREMEN, SAVE MY
CHILD”

A Paramount Picture

Billy Dooley

ROW, SAILOR, ROW’

A Pnramount-Christie Comedy

first run theatres

everywhere

play

paramount

christie

comedies

CjJ America’s finest motion picture theatres book Paramount’9 100% Program 100%! The leading first ran
houses everywhere are playing these new and greater Paramount-Christie comedies regularly on their bills.
<J Have you observed the smart, quality type of entertainment the Christies are delivering? Have you seen

Billy Dooley

in "Row, Sailor, Row,” Bobby Vernon

in "Doctor Quack,” Neil Burns
rent releases? For years the recognized leaders
in the short comedy field, the Christies are ex-
celling even themselves in this galaxy of S6
they are making for Paramount’s 100% Pro*
gram. Cfl This new 1927 public is comedy-wise.
They demand the bright, sparkling, new-style
Paramount- Christies. See one at your Para-
mount Exchange and note its superiority to the
rest of the short comedies on the market!

in "French Fried,” Uillfy

in "Short Socks,” Jimmie Adams

in "Hot Papa” and the other cur-

EXHIBITORS

HERAL

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager-
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House. 8-16 Charing Cross
Rd„ W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 39

Presentation Acts 41

The Theatre 54

The Film Mart 52

Classified Advertising 58

The Box Office Ticker 57

“What the Picture Did for Me” 59

FEATURES

Los Angeles, by Ray Murray 30

Re-Takes 30

Pictorial Section 31

Service Talks, by T. O. Service 51

Letters from Readers 56

Chicago, by W. W 65

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

X— T AYS calls conference on trade practices preliminary to meeting
set by Federal Trade Commission for October 10 — Complete
plans outlined.

NICHOLAS M. SCHENCK elected president of Loew’s, Inc. —
All roads lead to Chicago for Tunney-Dempsey title bout —
Theatres radio bulletins.

D RESS commends B & K admission price raise and praises mod-
ern shows as giving “generous value” — F & R completes
Publix alliance.

CLIFFORD B. HAWLEY assumes new duties as president of
First National, succeeding McGuirk, who will devote entire
time to Stanley Company.

TIT OUST ON’S seat problem rises with
Loew’s opening Sept. 24; Indepen-
dent theatre owners face big battle In-

junction against Galveston dog track
asked.

MISS AMERICA signs with Publix —
M-G-M dickering with A. T. T. over
$1,000,000 radio chain, report says — Fox
breaks weekly record; Coolidges at Fox
theatre opening.

TDREMIERE of ‘"Sunrise" marks culmina-
tion of William Fox’s aim to set new
standard of production Writ gives Sun-

day shows to Galesburg — Two hurt in
auto crashes.

T) EPORTED move to “squeeze” new
Albany theatre is protested; Exhib-
itor said to have sought hooking deal with
large outside chain to shut off new com-
petitor.

LUE law prosecutor arrests theatreman
but show goes on — Sam Sax denies
rumors of independent merger Exhib-

itors smile as daylight saving nears close.

T LL heat wave blows somebody good;

Pupils flock to theatres when schools
close in Chicago; Students at Beloit
“strike” and conduct own “classes” at pic-
ture houses.

1\ l\ ILWAUKEE operator claims ranking
as oldest exhibitor; Described film to
audiences for three weeks as rugby game,
then learned it was of cannon, says Percy
L. Jones.

JOE BRANDT sails to place Columbia in
each key city of Europe — Argument
for repeal of admission tax will be heard
November 1 0 — Fight film owner ar-
raigned.

Sidney Berman’s First Reports on
New Songs Appear in This Issue

18

EXHIBITORS HERALD

September 24, 1927

EXHIBITORS

HERALD

Qhe independent ^Blm Srade ^ 'aper

Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St.( CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI September 24, 1927 No. 2

“ Sadie Thompson ‘

THE production now being made under the title,
“Sadie Thompson,” has already occasioned consider-
able controversy and confusion and it is practically cer-
tain that additional controversy and confusion will attend
its publication some time in the near future. The inci-
dent of the production of the story which has been
named, “Sadie Thompson,” affords a decidedly interesting
situation. In addition to its aspect of interest, the inci-
dent, before it is finally closed, will establish important
precedents of one kind or another.

Everyone familiar with recent theatrical history knows
that the stage play, “Rain,” was an outstanding success
during a long run in New York City. Although its for-
tunes elsewhere fell somewhat short of New York records,
the play nevertheless ranks as one of the greatest attrac-
tions of the present generation. Irrespective of its sub-
ject matter such an attraction would in the natural order
come under the scrutiny of motion picture producers in
their quest for box office material. But in the case of
“Rain” the story hinges upon the characterization of a
clergyman of a highly unfortunate type. It was imme-
diately seen by all fair-minded persons that to do this
story in pictures would directly lead to bringing down
upon the industry the wrath of clergymen generally to
the certain disadvantage and injury of the motion picture
business.

The Hays office in fulfillment of one very constructive
phase of its activities advised formally against the making
of “Rain" into a motion picture. It was then concluded
almost generally that the story was a dead letter as far
as the screen is concerned.

The matter rested in that status for some time and then
word came from California that Mr. Joseph M. Schenck
was producing a Gloria Swanson picture under the title,
“Sadie Thompson." Everyone familiar with “Rain”
knows that the central figure in the story, portrayed with
great success on the stage by Miss Jeanne Eagels, was a
tawdry waif of fortune named Sadie Thompson who had
come out of San Francisco to the tropical island which
was the scene of the play.

The impression has gained ground in various quarters
that Miss Swanson is making the story “Rain,” under the
title, “Sadie Thompson.” To do this would be in direct
violation of the advice of the Hays office. But, it is under-
stood, the play “Rain” is not being produced. Instead a

new story written about the character of the leading
figure in the banned stage play is being produced.

This brings up what many are inclined to regard as a
highly dangerous precedent. “Rain” was held to be
objectionable to institutions and individuals with whom
the industry has no quarrel and certainly wants none. To
take the leading figure out of this play and weave it into
a new story can hardly escape committing an offense that
would be practically equal to the offense of making
“Rain.” “Sadie Thompson” owes her existence to “Rain”
and even though she is presented in the new story in
some attitude of regeneration she is still the “Sadie
Thompson” created by “Rain.”

It is not surprising that the members of the Motion
Picture Producers and Distributors of America who
agreed to refrain from producing “Rain” have been un-
able to see that there has not been a violation of the
spirit, if not the letter, of their agreement. As a result
of this it is reported that all of the theatre interests repre-
sented in the association have decided not to book the
“Sadie Thompson” picture when and if it is offered.

One of the most necessary functions of the Hays office
during the past two years has been in connection with
efforts to keep from the screen items in the current thea-
tre and literature which if produced would have plunged
the industry into almost limitless difficulties. In urging
that “Rain” be not produced the association presided
over by Mr. Will H. Hays took a course which had the
enthusiastic approval of all who were thinking seriously
and sanely about the welfare of the business.

But this vital and necessary function of the Hays office
can be effectually undermined if it is going to be possible
for producers to resort to such ends as the making of
“Sadie Thompson.” Unless there is honest cooperation
on the idea of keeping from the screen plays, characters
and incidents which are labeled in the public eye as
notorious and objectionable, then there is hardly any
limit to what might be done. We might see, for instance,
a picture called, “Elmer Gantry, Jr.,” “The Firebrand
Cools,” or “The Captive Released.”

If a play or a book is properly subject to being ex-
cluded as screen material, it then does not become pos-
sible to lift out a fragment of it which owes its existence
in the public mind to the sensational nature of the origi-
nal work and weave it into something acceptable.

“Sadie Thompson’s” career on the screen will be
watched with much interest.

* * *

Fight Pictures

^L'HE theatres need every good attraction obtainable,
X regardless of the source. Because of an exceedingly
stupid federal law now on the hooks thousands of thea-
tres will he compelled to forego exhibition of the pictures
of the coming boxing contest in Chicago. If the contest
is a spectacular one these pictures would afford a great
attraction. But because of this federal law, enacted at
the time a lawless negro was holder of the heavyweight
championship and when the public mind was consider-
ably disturbed, pictures of the coming contest may not he
legally transported from one state to another. The
theatres in Illinois alone will be permitted to exhibit the
attraction.

There has been a considerable change in the public
mind since the enactment of this law. At many places
where prize-ring contests were then illegal they are now
permitted under the law. These heavyweight champion-
ship bouts have become national institutions. They are
sanctioned under the law and are patronized by all ele-
ments of society.

No reasonable defense of the old law can now be made.
The law should be repealed and if the right effort by
responsible persons were put forth we see no reason why
pictures of important future bouts could not be made
available to all of the theatres of the country.

September 24, 1927

EXHIBITORS HERALD

19

Hays Holds Trade Practice
Meet; U. S. Session Oct.

lO

Exhibitors’ 64 Votes
Within S of Majority

Total of 137 Voting Delegates Planned , Including
Five Producers Operating Theatres

( Special to the Herald)

NEW YORK, Sept. 20. — Will Hays conferred yesterday with
trade press representatives on the subject of trade practices. The
session, which was conducted behind closed doors, was preliminary
to the conference called by the Federal Trade Commission for Octo-
ber 10. Hays’ conferees were given copies of a letter sent to secre-
taries of all Film Boards of Trade by M. Markham Flannery, director
of trade practice conferences of the Commission, outlining plans.

By FRANCIS L. BURT

WASHINGTON, Sept. 20. — Exhibitors are expected to wield a very
considerable influence at the motion picture trade practice conference to be
held in New York by the Federal Trade Commission October 10.

64 Exhibitors Among 137 Conferees

Present plans of the commission call for 64 motion picture theatre own-
ers, two from each zone, each to have one vote, out of a probable (as now
contemplated) attendance of 137 voting delegates, five of whom will rep-
resent producers engaged in theatre operation, 32 distributors and 36
producers. Thus, the exhibitors will lack but five votes of having a ma-
jority— if they can vote on any subject as a unit.

Tex Bewails ‘Low’
Gate; 34 Theatres
Broadcast Fight

Chicago theatres weren’t joining in with
Tex Rickard on Tuesday in his lamenta-
tions over the predicted “low” gate for
Thursday’s Tunney-Dempsey fight. (Tex
was afraid the seat sale might even fall
below a mere $3,000,000.) On the con-
trary, at least 34 theatres planned to broad-
cast the fight by radio.

Theatres which on Tuesday were in-
stalling amplifiers and special wires to give
the fight to their patrons included eight
B & K houses, twenty of Lubliner &
Trinz, and six of Lynch-Schaefer. These
included the following:

Chicago, Oriental, Roosevelt, McVickers,
Tivoli, Uptown, Norshore, Central Park,
Belpark, Biograph, Covent, Crawford, El-
lantee, Knickerbocker, Lakeside, Madison
Square, Michigan, North Center, Oak Park,
Pantheon, Paramount, Pershing, State,
Vitagraph, West End, Wilson, Windsor,
Crystal, Tiffin, Manor, Alamo, Lido and
Iris.

Arguments for Repeal
of Admission Tax Will
Be Heard November 10

(Washington Bureau of the Herald)
WASHINGTON, Sept. 20.— Arguments
for the repeal of the present admission tax
will probably be heard by the House com-
mittee on ways and means November 10,
when miscellaneous taxes in the present
revenue law are to be considered.

All persons desiring to appear before the
committee will be given an opportunity to
do so, if possible. Application should be
made to the clerk of the committee one day
prior to the date of the hearing, in order
that time may be assigned on the calendar.
Where several persons appear on one par-
ticular subject, it is requested that one
representative be selected to present the
views of all. Briefs also may be submitted,
either in lieu of or in addition to, oral
argument.

Yeggs Enter Theatre
But CaWt Crack Safe

(Special to the Herald)

TORONTO, Sept. 20. — Arriving at the
Bedford Theatre, here, on Sept. 15, Jack
Laver, manager, made the discovery that
yeggmen had ruined a perfectly good
safe, but had been unable to open it,
during the previous night. The sum of
$500 in the safe was untouched. The rob-
bers gained entry through an exit door.

Fire Destroys Theatre ;

Is Rebuilt as Garage

(Special to the Herald)

MEXICO, MO., Sept. 20. — Enough
fire is “enough” for Hansen Smith of
Kansas City, owner of the New Grand
theatre, Mexico, Mo., which recently
was destroyed by fire. The theatre will
be rebuilt, only this time it will be a
fire-proof garage instead of a theatre,
according to Smith.

The proposed conference has created
much interest all over the country, par-
ticularly in business circles, since it is
the most pretentious, from point of view
of the volume of production, of any of
the trade practice conferences which
have been held by the commission. The
results of the meeting will be watched
for eagerly by industries which foresee
the time when they, too, will be called
upon to clean house under threat of hav-
ing the Government do it for them if
they refuse.

Of particular interest will be the atti-
tude of Famous Players and the re-
spondents in the West Coast Theatres
case. It has been indicated by the com-
mission that if the conference bans block
booking and the other practices which
the commission holds to be unfair, and
Paramount agrees to abide by that deci-
sion, the long-fought case against them
will be considered satisfactorily closed.
Also, it is possible that the pending pro-

ceedings in the West Coast cases might
also be dropped, if those respondents
agree to conform to the code of ethics
to be laid down, it is expected, by the
conference.

For the commission, also, the film con-
ference has more than ordinary signifi-
cance. In view of its decision in the
Paramount case, it is not expected that
the meeting will refuse to ban block
booking, but the vote, at any rate, even
if it is in favor of elimination of this
practice, is not expected to be unani-
mous and will indicate the volume of
feeling for and against it.

Myers to Give Commission Side
In view of the fact that the commis-
sion’s side of the case will be presented
by Commissioner Myers, one of the
members most interested in motion pic-
tures and who, while connected with the
Department of Justice, was an outstand-
ing figure in the Government prosecu-
(.Continued on page 37)

Nicholas Schenck Heads Loew’s, Inc.;

Arthur Loew Is First Vice-president

(Special to the Herald)

NEW YORK, Sept. 20. — Nicholas M. Schenck, lor the last three years
executive vice-president of Loew’s, Inc., as expected was elected to the presi-
dency yesterday at the regular meeting of the board of directors, held in the
company offices at 1540 Broadway. Arthur M. Loew was elected first vice-
president.

The board of directors elected David Bernstein and Arthur M. Loew as
members of the executive committee, of which Nicholas M. Schenck and
William H. Childs were already members. David Warfield remains alternate
member.

J. Robert Rubin was elected to fill the vacancy on the board of directors
caused by the death of Marcus Loew. The board includes Nicholas M.
Schenck, Charles M. Schwab, William Hamlin Childs, William C. Durant,
Daniel E. Pomeroy, William L. Phillips, David Warfield, Lee Shubert, David
Loew, David Bernstein, Arthur M. Loew and J. Robert Rubin.

20

EXHIBITORS HERALD

September 24, 1927

NEW YORK. — Harvey Day says that
“Paul Whiteman” must be a pretty good
picture or they wouldn’t be keeping it on
at the Paramount for a second week.

. . . Tom Gerety, of Metro, got a tough
break by winning the coveted big prize
at the golf tournament and then having
a typographical error leave his name out
of the list of winners. . . . Gil Boag, who
is Mr. Gilda Gray, has arrived in New
York from the Coast. . . . Henry King,
eminent director, was given a cup for
being the best dressed man at the golf
tournament. . . . Henry Ginsberg and
bride are home from Europe greatly im-
pressed with the idea that America is a
wonderful country. . . . Joe Rock, who
makes good comedies, is due here from
the Coast next week. . . . Jack Woody
and Hal Roach are both being congratu-
lated on the hooking up of two regular
fellows in a business connection. . . .
Lou Metzger, of Universal, says “Wine”
is too good to remain un-reissued, and
he is not thinking about Volstead mat-
ters, either. . . . Christy Deibel took
home the usual two cups from the golf
tourney, and would have taken more ex-
cept for a rule against one player win-
ning more. . . . Richard A. Rowland,

back from the Coast, says there is noth-
ing to get excited about over him retir-
ing as he announced that long ago. . . .
Joe Brandt sailed last Friday on his
seventh trip abroad and expects to re-
main until close to the end of the year
looking after Columbia Pictures busi-
ness. . . . Joe Schenck is here from the
Coast and busy denying rumored con-
solidations of United Artists and Metro.
. . . William Vogel, general manager of
Producers International Corporation, is
here from the other side for conferences
with Pathe officials. . . . Herbert Brenon
arrived Sunday with a print of “Sorrel
& Son,” his first picture for United
Artists. . . . Sam Morris, general sales-
manager of Warner Brothers, is back at
his desk after a two weeks’ vacation at
Schroon Lake. . . . H. J. Yates and Harry
Goetz received a big hand at the golf
tournament dinner for the good pictures
shown the diners. . . . Sam Eckman
sailed Friday on the Olympia, and a lot
of friends gave him a big dinner before
the ship departed. ... A. J. Mueller has
resigned as president of the American
Cinema Association and will locate on
the Coast. ... Abe Waxman is working
overtime getting “The Jazz Singer”
readied up for its premiere. . . . Dave
Chatkin proved his versatility as a singer
and story teller at the golf tournament,
even beating the toastmaster to some of
his own stories. . . . Howard Dietz en-
joyed the golf tournament by playing
tennis all afternoon on the Bonnie Brier
courts. . . . Artie Brilant is doing the
publicity and advertising of Universal’s
new $1,500,000 Brooklyn theatre, which
opens Oct. 9. . . . Eddie Golden came
over from Boston on a business trip last
week, and (of course) took in the golf
tourney. . . . John Regan has gone to
California for the pleasant purpose of
getting married to Helene Costello, War-
ner player. . . . Ned Marin has become
so well rested from his arduous labors
on the Coast as to play a good game at
the golf tournament. . . . Dr. W. E. Shal-
lenberger is back from the Coast and
will soon make announcement of a big
picture he has secured for release.

SPARGO.

MURNAU

directed this
production for
Fox Films as his
first American-
m a d e picture.
George O’Brien
and Janet Gay-
nor are starred
in the film.
Winfield R.
Sheehan super-
vised. ( Story
on Page 22.)

“SUNRISE”

opens at the
Times Square in
New York, Sep-
tember 23. In
connection with
the premiere,
Fox-Case wi 11
present a Mo-
vietone address
to the American
public by Pre-
mier Mussolini
of Italy.

September 24, 1927

EXHIBITORS HERALD

21

Press Commends B & K Price
Raise, Lauds Modem Shows

Theatres Give “Generous Value,” Says Editorial Writer —
Change Long Contemplated Due to Growing Operation
Costs, Declares Barney Balaban

Decision of Balaban & Katz to increase admission prices in six of its
eight large Chicago houses, starting Monday of this week, brings the com-
ment from an editorial writer in the Herald-Examiner that the motion pic-
ture theatres “give generous value for the price of admission even at the
advanced scale.”

Not Entirely Due to Strike

The increase of ticket prices is not entirely due to the recent strike,
according to Barney Balaban. “The change was long contemplated, had
been considered for months, and it was put through only when the increase
in operating costs required it,” he said. “An accumulation of increases in
all forms of operating costs, starting from the realty and up, has necessi-
tated the change in order to maintain a normal return. B. & K. has very
seldom changed its prices.”

Blue Law Prosecutor
Arrests Theatreman
But Show Goes On

( Special to the Herald)

MILFORD, IND., Sept. 20.— A
large crowd attended the moving pic-
ture show at the Comus Theatre here
last Sunday night. Sheriff Frank Mc-
Krill was on hand to arrest Frank Par-
ish, manager, his wife and two em-
ployes. No attempt was made to close
the show and the regular program was
given. The four persons placed under
arrest on warrants and taken to Mil-
ford by the sheriff, were arraigned imme-
diately to give bond and released.

These cases for violation of the Indi-
ana blue laws will come up for trial be-
fore a jury in the circuit court in War-
saw, Ind., during the fall term. The
prosecutor appears to be determined to
close the theatre on Sundays and it is
reported he plans to continue making
arrests whenever the house is opened on
the Sabbath.

Sam Sax of Gotham
Denies Rumors of
Independent Merger

(Special to the Herald)

NEW YORK, Sept. 20. — Rumors that
Gotham Productions would merge with
any other independent organization or
that Gotham productions would be re-
leased by any other than its own dis-
tributing organization have been emphat-
ically denied by Sam Sax, president of
Gotham.

“That Gotham will merge with any
independent company is absolutely un-
true, and that its productions will be
released by any other independent or-
ganization has absolutely no basis in
fact,” declared Sax.

Mrs. Wallace Reid, who is making a
personal tour of the country in “Evi-
dence,” a dramatic playlet in conjunc-
tion with her picture, “The Satin Wom-
an,” a Gotham picture, will end her tour
in Jersey City on December 10.

July Film Exports

Increase Over May9s

(Washington Bureau of the Herald)

WASHINGTON, Sept. 20. — Exports of
motion picture films in July exhibited a
healthy increase over the preceding month,
totaling 27,903,405 feet, with a value of
$741,831, according to the monthly statisti-
cal report of the Bureau of Foreign and
Domestic Commerce.

The month’s shipments included 5,382,746
feet of raw stock, valued at $136,124 ; 748,-
270 feet of negative film with a value of
$94,473, and 20,427,892 feet of positive film
worth $493,983. Exports to non-contiguous
territories totaled 1,344,497 feet with a
value of $17,251. With the exception of
exports to non-contigious territories, all
classes showed a substantial increase over
June.

Ginsberg of Sterling

Returns from Europe

(Special to the Herald)

NEW YORK, Sept. 20.— After a six
weeks’ tour of Europe, Henry Ginsberg,
president of Sterling Pictures, has re-
cently returned to New York. “Our
company has made rapid advance in for-
eign sales,” stated Ginsberg. Joe Rock,
Sterling producer on the Coast, will come
to New York to confer with Ginsberg.

The increases are not made flatly
throughout all the theatres of the parent
B. & K. organization. In the four loop
theatres— the Chicago, Oriental, McVick-
ers and Roosevelt — prices were changed
from 65 cents to 75 cents daily. The
Saturday night, Sunday and holiday
charges remain at 75 cents as heretofore.
No changes of any kind were made at
the Norshore and Central Park. Daily
matinee prices remain unchanged at both
the loop and outlying theatres.

Outlying Theatres’ Prices Change

Price changes at the Tivoli and the
Uptown (outlying theatres) are as fol-
lows: Evening prices are changed from
50 cents to 60, while the prices for Sat-
urday night, Sunday and holidays are
raised from 65 to 75 cents.

The editorial article in the Herald-Ex-
aminer stated that “movie theatres are
raising their prices since the settlement
of the strike,” and continued:

“This action may seem to some pa-
trons uncalled for, but there are others
who feel that the ‘movies,’ day in and
out, give generous value for the price of
admission even at the advanced scale.

“The new generation may not alto-
gether appreciate the quality of enter-
tainment they get in the big modern
moving picture theatres. They, perhaps,
are not old enough to have memories of
ancient theatrical entertainment and what
it cost.

“Oldtimers, however, recall the 25 and
50 cent shows of thirty-five years ago.
Compared to the programs put on in a
modern picture house at even twice that
cost of admission, the old shows were
extremely high priced.

“In the natural advance in the cost of
living — as living gets more and more
worth while — entertainment has been
lifted up almost to the plane of a public

necessity. Its quality has improved enor-
mously.

“In more than one of Chicago’s mag-
nificent motion picture houses it is al-
most worth the price of admission to sit
in the refreshing, cooled atmosphere,
enjoy the delightful spatial effect of what
often are really fine architectural pro-
portions of the auditorium and listen to
the excellent orchestra.”

At other circuits in Chicago it was
stated that no change in admission prices
had been made as yet.

Exhibitors Smile as

Daylight Saving Ends

(Special to the Herald)

ALBANY, Sept. 20. — Exhibitors in Al-
bany, N. Y., as well as many other cities
and villages in New York state, will breath
a sigh of relief on September 25, when the
daylight saving period ends. It has been a
costly period for many of these exhibitors
although business generally has been satis-
factory. Few, if any exhibitors in places
having daylight saving time, have been able
to attract patronage for the early shows.

Al Cohn Goes East

( Special to the Herald)

HOLLYWOOD, Sept. 20.— Al Cohn
left Sunday night for Chicago and New
York to attend the world premiere of
“The Jazz Singer,” Warner Brothers’
production, which opens October 7.

Grauman En Route

(Special to the Herald)

HOLLYWOOD, Sept. 20.— Sid Grau-
man left for New York Friday to nego-
tiate for a picture for his Chinese theatre
to follow “King of Kings.”

Ill Heat Wave Blows Somebody Good;

Pupils Fill Theatres As Schools Close

It’s an ill heat wave that blows nobody any good. That was decidedly true
last week during the spell of mercurial St. Vitus dance that forced the clos-
ing of the public schools of Chicago three days. And the ones who prohted
were the owners of modern motion picture theatres. At Beloit, Wis., a simi-
lar situation was experienced.

The theatre solved the situation for harassed mothers in a number of Chi-
cago homes. The theatres, with their modern ventilation and cooling systems
that made homes sweatboxes in comparison, became the mecca for all, moth-
ers and children.

The theatre even settled a strike among 250 high school pupils at Beloit.
The “heat strike” started with a parade through the downtown streets after
the students had rebelled at attending classes, and wound' up in the cool audi-
toriums of the motion picture theatres.

22

EXHIBITORS HERALD

September 24, 1927

Fox “Sunrise,” Said to Set New
Standards; Is Given Premiere

Murnau Charged 14 Months Ago by Fox to Make Finest Picture —
Cost Twice That of “W 7 hat Price Glory ”

By JOHN S. SPARGO

NEW YORK, Sept. 20. — The premiere of “Sunrise,” which will take
place Friday, at the Times Square theatre, means something more
to William Fox than the Broadway debut of an important picture.
This picture was made as a deliberate attempt to set up a new standard
of excellence for the industry.

G'OURTEEN months ago, at a dinner
in the Crystal Room of the Ritz-Carl-
ton, a distinguished audience heard Wil-
liam Fox, in a memorable speech of wel-
come to Fred W. Murnau, utter the fol-
lowing command:

“Mr. Murnau, I charge you with the
responsibility of making only the very
best and finest — the idealistic and the
beautiful — and of making for us a mo-
tion picture which will win the approval
of all classes, everywhere, and bring new
friends to the motion picture.”

Takes Eight Months in Making

“Sunrise” is the result of that charge.
Its making occupied Mr. Murnau for
eight months. Its cost is three times
that of “The Iron Horse” and twice that
of “What Price Glory.” As soon as
Murnau arrived in Hollywood, Winfield
R. Sheehan, vice-president and general
manager of Fox Films, took personal
charge of the “Sunrise” project and kept
the pledge of William Fox that every
assistance would be given to the direc-
tor.

When Mr. Murnau asked permission
to build a set (representing a city
square), a mile and a half in length, it
was granted. When he decided to build
two more sets of gigantic proportions —
one an amusement park and tbe other a
complete village — he was given a free
hand. Approval was likewise given for
his revolutionary methods in the use of
the camera, in the handling of subtitles,
in the development of plot, in character
delineation, in scenic architecture and
in lighting.

“A Song of Two Humans”

“Sunrise” is described as “a song of
two humans.” The scenario was pre-
pared by Carl Mayer, based on a story
by Herman Sudermann. Rochus Gliese,
who came to this country with Murnau,
served as art director, and Charles
Rosher and Karl S'truss are credited
with the photography. The leading
roles have been entrusted to George
O’Brien and Janet Gaynor, both of them
the selections of Murnau. Others in the
cast are Margaret Livingston, Bodil
Rosing, J. Farrell MacDonald, Ralph

Sipperly, Jane Winton, Arthur Housman
and Eddie Boland.

Mr. Fox has chosen the occasion of
the premiere of “Sunrise” to introduce
another property which represents a
step forward for the whole industry — a
Movietone presentation of Mussolini, in
which the Italian premier delivers a
copyrighted address to the American
people in English. This will be retained
as a regular feature at the Times Square
theatre along with the Murnau produc-
tion.

(Pictures on Page 20)

E. J . Hiehle Will Manage
Newark , Ohio, Houses

(Special to the Herald)

MARIETTA, O., Sept. 20.— Edward
J. Hiehle, for the past five years man-
ager of the Hippodrome and Putman
theatres here has resigned to assume the
management of the Auditorium and Al-
hambra at Newark, O., the leases of
which have been purchased by the Mid-
land Theatre Co.

Fred E. Johnson has been promoted
to managing director of the four Cam-
bridge and Marietta Amusement Com-
pany’s theatres.

Writ Gives Sunday

Pictures to Galesburg

(Special to the Herald) »

GALESBURG, ILL., Sept. 20.— As the
result of a temporary injunction, motion
pictures were shown here Sunday for the
first time in the history of the city. The
injunction was obtained by Dave Dubin of
Chicago.

Frank Lydon Is III

(Special to the Herald)

DORCHESTER, MASS., Sept. 20.—
Frank Lydon, owner and manager of the
Hamilton theatre, Dorchester, Mass., and
the Olympia and Imperial theatres at South
Boston, is seriously ill at his home - here.

Lubliner and Trinz
Plans Completion of
Paradise Theatre

Completion of the Paradise theatre
project at the Southeast corner of May-
pole and Crawford aves., Chicago, which
had its inception five years ago, was
promised last week when Lubliner &
Trinz Theatres, Inc., entered into an
agreement to purchase the property
from the National Theatres Corp. Nego-
tiations were secured by an earnest
money payment of $10,000.

Construction of the building, a four-
story structure, is to be resumed at an
early date, it was stated. The theatre,
to be known as the Paradise, will have
a seating capacity of 4000, and the total
investment will be approximately $4,-
000,000. John Eberson is the architect.

Automobile Accidents
H urt T wo Film People

( Special to the Herald )

BOSTON, Sept. 20. — Two well known
persons in the film district were victims of
automobile accidents last week. Virginia
Ticket, who has just joined the advertising
sales department at Paramount, being trans-
ferred from Southern Enterprises at At-
lanta, was struck by a taxi near the ex-
change and is at the Charleston hospital.
Thomas Conlon of the Pathe exchange,
salesman for Western Massachusetts, was
struck by an auto in front of that exchange
the same day. His injuries were less seri-
ous.

Frederick L. Cornwell
Is Sued for $164,333

( Special to the Herald)

MOLINE, ILL., Sept. 20.— Frederick
L. Cornwell, an attorney and at one
time president of the Famous Players
Missouri Corporation, has been sued in
the St. Louis Circuit Court for a total
of $164,333 in connection with the build-
ing and operation of a large hotel and
theatre in Moline, 111.

His brother, Benjamin S. Cornwell
and the John T. Craven Engineering
Company have filed the suit.

Fox Players Win Film
Baseball Championship

( Special to the Herald)

NEW YORK, Sept. 20. — The motion
picture baseball championship was won
for the second successive year by Fox
Films when they clinched their claim
to the title by defeating the strong
Pathe team by a 7 to 1 score at Pro-
tectory Oval on Saturday. The Fox
tennis team registered four wins in six
tennis matches with the Pathe racket
wielders last week in an inter-club
tournament.

Ralph Block Leaves

Paramount for Pathe

( Special to the Herald)

HOLLYWOOD, Sept. 20. — Ralph
Block, who resigned from Paramount as
editor-in-chief, bas signed to produce a
number of pictures for Pathe-DeMille.
Block came here last year when the Long
Island studios of Paramount closed.

Tiffany Exchange Moves

(Special to the Herald)

SEATTLE, Sept. 20.— The Tiffany
Seattle office formerly located at 2015
Third Ave., is now occupying the ground
floor at 2419 Second Ave., Seattle.

Dog Races in Galveston Hit Snag

When Closing Injunction Is Asked

(Special to the Herald)

HOUSTON, Sept. 20. — The first legal snag encountered by greyhound rac-
ing at Galveston developed last week when William Glover, Houston attorney,
hied application in the Fifty-Sixth District Court for an injunction to restrain
the Galveston Kennel and Fair association from operating a greyhound track
there.

Hearing for the case was set by Judge C. G. Dibrell for Sept. 21, with the
races continuing to operate in the meantime.

Greyhound races have been in operation in Galveston since eaily July, when
a 90 day season was opened. The season ends the latter part of this month,
so the injunction will have little or no effect on receipts this year, but it will
mean the abolishment of races in this part of the country if it goes through.
The races carry thousands of theatre patrons to Galveston every night, and
form one of the greatest competitive units to Houston theatres.

September 24, 1927

EXHIBITORS HERALD

23

M-G-M Dickering With
A. T. T.Over $1,000,000
Radio Chain, Report

M-G-M and A. T. & T. are negotiating
regarding a national radio broadcasting
chain for the motion picture company
which would include an outlay of between
one and three millions, according to re-
ports from New York. WHN at New
York would be the chief link in the chain,
these reports say.

It was reported that television was a
cause for the move, though at the M-G-M
offices in New York this was denied, while
it was admitted that the company was
watching the development of television.

Europe Building Big
Theatres, Says Sheehan

(Special to the Herald)

NEW YORK, Sept. 20. — “Large mo-
tion picture palaces are rising in ever
growing numbers in the large as well
as the small European cities,” reports
Winfield R. Sheehan, vice president and
general manager of Fox Films, on his
recent return from an extended Euro-
pean trip. “Many of the theatres com-
pare favorably with our own, and au-
diences abe growing in daily attendance
and American made pictures are prov-
ing more popular than ever,” he said.

Texas Publix Managers
Hold Dallas Convention

( Special to the Herald)

DALI. AS, Sept. 20. — The semi-annual
district convention of Publix managers was
held in Dallas Sept. 15. Problematic situa-
tions covering the state were discussed,
with specific problems being worked out to
the benefit of the managers during the pro-
ceedings of the meeting. Plans for Publix
“Harvest Month,” October, were made and
the managers were told of a huge prize that
is to be awarded to the one who reports the
greatest increase and highest average busi-
ness for the month.

Myers Elected Head
of Toronto Film Board

(Special to the Herald)

TORONTO, Sept. 20. — The Toronto
Film Board of Trade has held its annual
election of officers with the result that
Frank Myers, Toronto manager for War-
ner Brothers, is president for the ensu-
ing year, while B. D. Murphy, manager
of the Toronto F. B. O. office, is vice-
president. Harry Law of Toronto Uni-
versal was re-elected secretary-treasurer.

Fox Films Promotes

William Conselman

( Special to the Herald)

NEW YORK, Sept. 20.— William
Conselman, well known newspaperman
and co-author of the “Ella Cinders”
comic strip, has been promoted to the
position of supervisor by Sol M. Wurt-
zel, general superintendent of Fox Films
West Coast studios. Conselman has
been working for Fox for the past 18
months.

Build New Theatre

( Special to the Herald )

ALICE, TEX., Sept. 20. — The construc-
tion of a new theatre, modern in every
respect, and seating 750, will begin here in
the near future. It will be built by Charles
Bros., and Beilin and Goldberg. The com-
pany’s Queen theatre will be remodeled as
soon as the other is completed.

C. B. Hawley Starts Duties
As First National President

Executive and Investment Banker Succeeds McGuirk, Who
Will Devote All His Time to Affairs of Stanley
Company — Hawley with Stanley 15 Years

(Special to the Herald)

NEW YORK, Sept. 20; — John J. McGuirk resigned last week as president
of First National, and Clifford B. Hawley was elected to succeed him. The
action of Mr. McGuirk was not unexpected as it was generally known that
his desire has been to devote all of his time to the affairs of the Stanley
Company of America, of which he is also president. His acceptance of the
presidency of First National was in the nature of filling in a gap until some
other selection was made.

Hawley Long With Stanley Company
Mr. Hawley has long been connected with the Stanley Company, his activi-
ties being with the financial end of the business, and has been a director of
First National since the last annual meeting of the company.

The election of Mr. Hawley took
place last Wednesday and he assumed
the duties of his new office the following
day, being introduced to the home office
people at an informal luncheon by
Robert Lieber, former president and
now chairman of the board of directors.

Quits Post With Banking Concern

The new president of First National
has been prominent in cinema and finan-
cial circles for a long time, both as an
executive and investment banker. He
has been identified with the Stanley
Company for fifteen years and assumes
his new duties widely versed in motion
picture production, distribution and ex-
hibition.

He is well known as a general partner
of Edward R. Smith & Company, bank-
ers of New York and Philadelphia,
which post he is relinguishing in order
to devote all his time to First National.

No Change in Policy or Personnel

Popular socially as he is businesswise,
Mr. Hawley takes the same deep inter-
est in civic activities as he does in econ-
omic affairs, and is a member of repre-
sentative organizations and clubs. His
associates and friends mention his wide
experience, specialized knowledge, ad-
ministrative ability, financial capacity,
vision and tireless energy as qualifica-
tions making him a particularly fortun-
ate choice.

That Mr. Hawley’s tenure of office
will be marked by the same enlightened
and constructive policies that character-

CLIFFORD B. HAWLEY
New President, First National

ize the incumbency of his predecessor is
freely conceded.

The Directors of First National Pic-
tures, Inc. are being congratulated by
the entire business world upon their sel-
ection of a man of Mr. Hawley’s caliber
to head the vast and growing interests
of that organization. Air. Hawley an-
nounced there would be no change in
the policy or personnel of First Na-
tional.

Miss America Signed
By Publix; Stars in
Artist Unit Show

Afiss America — Miss Lois Lelander of
Joliet, 111. — returned to Chicago Monday
of this week with a signed Publix contract
reported to be worth $20,000 to her.

Her first appearances, it was reported,
will be at B & K and Great States theatres.
It was said the plan is to build a unit
show around Miss Delander, featuring her
as an artist. She has been an art student
in high school.

Miss Chicago — Miss Myrtle Valsted —
has been signed to a $1,000 contract for six
weeks of appearance in B & K theatres in
Chicago.

When Al Jolson Sings

House Records Fall

( Special to the Herald )

HOLLYWOOD, Sept. 20.— Al Jolson
broke all records at the Metropolitan
Theatre last week with personal appear-
ances on the stage. The house played to
90,000 people, grossing the sum of $57,-
280.

Death Claims McCarthy

(Special to the Herald)

BOSTON, Sept. 20. — George McCarthy,
treasurer of the Plymouth theatre, and
widely known in the film district, died at
his home early last week. He was for some
time head of the Boston Theatre Owners
association.

Lillian Carlsmith of the Capitol theatre
at Old Orchard, Me., died last week at her
home in Portland, Ale.

Columbia Signs Circuit

(Special to the Herald)

NEW YORK, Sept. 20. — The Stanley
Booking Corp. has just closed a deal with
Columbia Pictures, booking the company’s
yearly product of 26 issues of “Screen
Snapshots.” Complete representation was
given in the most important houses.

24

EXHIBITORS HERALD

September 24, 1927

THEATRICAL MAP OF HOUSTON

1. METROPOLITAN. .Publix Bandshow and pict 2,700 seats

2. LOEW’S STATE. .. Not completed Vaudeville and pict.. . . 3,000 seats

3. KIRBY Publix .Picture 1,800 seats

4. MAJESTIC Interstate Vaudeville and pict.. . . 1,700 seats

5. QUEEN Publix Pictures 1,200 seats

6. RIALTO Independent. .Pictures 900 seats

7. TEXAS Horwitz Pictures 1,200 seats

8. IRIS Horwitz Picture 900 seats

9. IRIS Horwitz Stock and pictures. .. . 1,000 seats

10. CROWN Independent. . Pictures 700 seats

11. RIT Horwitz Pictures 800 seats

12. AUDITORIUM City Road-shows and aths.. . 3,000 seats

13. IDEAL Independent. . Pictures 500 seats

14. PALACE Interstate Stock 1,200 seats

15. ROYAL Independent. . Tab and pictures 1,000 seats

16. STRAND Independent. . Pictures 500seats

TOTAL SEATS FOR MAJOR HOUSTON THEATRES. . .22,100 SEATS

Houston Seat Problem Rises
With Loew’s Opening Sept. 24

Total of 154,000 Will Be Available — Independent Theatre
Owners Face Big Battle for Patronage — Larger
Houses All on Paying Basis

(Special to the Herald)

HOUSTON, Sept. 20; — A peculiar situation in the seating of Houston’s
theatre-going population is about to be noted with the opening of Loew’s
new State theatre, which will seat approximately 3,000. Houston’s popu-
lation, according to the Chamber of Commerce estimate, runs, with out-
lying sections included, approximately 250,000, but a more conservative
estimate would put it at 200,000, with a gradual increase noted especially
in the fall of the year.

40,000 Estimated Theatregoers

Taking 20 per cent of this figure as the theatre patronage, — which, by
the way, is a mere estimate, because of the fluctuations of this patronage —
40,000 is the figure which is assumed as containing the theatre-going por-
tion of the population. This estimate is probably the most nearly correct
that could be arrived at in calculating the average week in Houston, as
heretofore weekly totals for all the major houses have come to that figure,
allowing a percentage for repeats and those who attend two or more shows
a week.

With the opening of Loew’s, seats
will total over 22,000 in Houston, mak-
ing 154,000 seats to be filled weekly,
seven days a week. The question arises
— will the patronage in Houston in-
crease with the increase of seats? It is
hard to answer, but with the example of
the Metropolitan in view — that house in-
creasing patronage in Houston almost
doubly since its opening, it is possible
to assume there will be a fair increase
in patronage, with the new Loew house
offering a different type of entertain-
ment that possibly will appeal to a class
not in the habit of regular attendance.
With 154,000 seats to fill, though, some-
one is going to lose — and it will not be
the large houses!

Independents Face Battle

Independents who operate small
houses in Houston are in for a big bat-
tle— even more exacting than that in
which they have been engaged for the
past year, with the opening of two new
theatres giving them dire competition
that they had not heretofore felt so
strongly. There will always be the little
grind house, that draws the poorer class
of patronage, but these houses are not
classed as competition by the larger
houses in this section of the country.

The houses who suffer are the ones
that try to appeal to the same class of

patrons that go to the deluxe houses —
and the onesided conflict will see the
demoralization and extermination of
many of these. The smaller house can-
not afford to offer the same type of en-
tertainment that is seen in the large the-
atres, and, because it is as a rule charg-
ing about the same admission price,
will suffer in receipts to such an extent
that it will turn “grind” or go dark.

With Loew coming into Houston,
competition among the large houses, in-
cluding the Metropolitan, Kirby, Ma-
jestic, and Palace Stock, will be more

Can It Be True!

Girl Refuses Contract

(Special to the Herald)
HOLLYWOOD, Sept. 20.— Ex-
tra! Extra! Beauty Winner re-
fuses film contract! Phyllis Gibbs,
winner of title “Miss Australia”
from twelve thousand contestants
upset film traditions by refusing to
sign a five year contract with
DeMille. She worked in “Angel
of Broadway” for DeMille but be-
came homesick and returned to
Sydney, Australia, last Wednes-
day.

rife, which may insure a better type of
entertainment altogether. Of the smaller
houses, those operated by Will Horwitz
will in all likelihood feel the competition
more acutely. These theatres are the
Isis, Texan and Ritz, picture houses, and
the Isis, a combination stock and pic-
ture house.

Horwitz is the pioneer showman of
Houston, the first to establish a chain,
and his theatres have a clientele that
will keep them all going, but a drop of
business may follow, from all present
indications. Horwitz has seasonable
competition in the Palace, also, which is
a straight stock theatre with a much
better product than he is able to put
on at the Isis.

Larger Houses All Paying

The situation in Houston is one for
careful estimation and no little guess
work as well as there has never in its
history been such notable competition
in the offing. The larger theatres are
all on a paying basis at present, and
are enjoying a profitable season of good
quality product, but whether this condi-
tion is to remain is to be seen in the next
few months.

Some exhibitors in Houston seem to
think that Loew is not going to prove
to be hard competition because of the
length of its programs, but the fact re-
mains that Loew will have the Metro-
Goldwyn-Mayer releases. Paramount
will have its first run outlet in the
Metropolitan, and Queen ; United Art-
ists, First National, and Universal will
play in the Queen and Kirby, with the
Kirby getting the pick of the good pic-
tures.

Only the future will tell whether
Houston will be able to accomodate all
its seats with the opening of Loew’s on
September 24, but with the rapid in-
crease of population, and Houston’s
proximity to Galveston, one of the
country’s major seaports, it is reason-
able to think that the show business will
not see a decline for a good many years.

Jesse Theatre Opens

in Washington Soon

(Special to the Herald)

WASHINGTON, Sept. 20.— Novem-
ber 1 has been set for the opening of
the new Jesse theatre in one of the fast
growing suburbs of Washington, D. C.
The theatre is modern in every respect
and has a seating capacity of 700.

This theatre is the first of a chain to
be erected by a company of which Jesse
R. Sherwood is the principal promoter.
Sylvan Deitz will manager the Jesse.

September 24, 1927

EXHIBITORS HERALD

25

The longest motion picture run on
Broadway ends, and the huge sign on
the Astor hotel comes down as
M-G-M’s “The Big Parade” leaves.
“The Student Prince” goes into the
Astor September 21. The Astor gross
for the 22 months of “The Big Pa-
rade” approximated $2,000,000, with
1,750,000 attending.

Widow Runs Theatre
When Exhibitor Moseley
Dies at Rising Star, T ex.

( Special to the Herald)

DALLAS, Sept. 20. — J. H. Moseley,
manager of the King Tut theatre at Rising
Star, died recently, and the theatre will be
managed by Mrs. Moseley, who has been
in charge since the illness of her husband
began. Other theatre developments in
Texas and adjoining states are :

The Palace theatre at Gainesville opened under
the management of Ed. Knight and will run first
and second run picture's. . . . E. L. Black has
purchased the picture theatre at Frisco. ... A
new $11,000 organ has been installed in the new
theatre now being built by Ed. Bradv and John
Fanning at Brownsville. . . . W. F. Box has
been appointed manager of the Orpheum theatre
at Waco. . . . Doyle Baker has been transferred
from the Yale theatre, Cleburne, to the Capitol
theatre at Dallas, as advertising manager. . . .
Beaumont will have free park motion pictures in
the near future by the authority of the city coun-
cil. ... R & R Theatres have acquired the
Queen theatre at Sherman. . . . Joe Fanning is
erecting a new $46,000 theatre at Brownsville.
... . The Palace theatre opened in a new loca-
tion at Chillicothe. . . . The Metropolitan club
is erecting a new theatre building at Houston.

. . . The Hamp Williams Amusement Corp. has
been formed at Hot Springs, Ark., and the in-
corporators are Hamp Williams, Sam G. Smith
and Porter Wilson. Capital stock is $25,000.

. . . Ed. Crew has opened his new Empress thea-
tre at Waurika, Okla. . . . Mrs. Lena May Fuller-
ton has purchased the interest of Sol L. David-
son in the Rialto and Majestic theatres at Alva,
Okla. . . . The Nu Show, replacing the Gentry,
has opened at Gentry, Ark. . . . The Liberty
theatre at Hugo, Okla., is being remodeled and
new equipment added. . . . The Majestic theatre
at Magnolia, Ark., is being remodeled with new
equipment added. . . . The name of the Joseph
theatre at Kaw City, Okla., has been changed to
Isis. . . . The Wowoka Picture Show Co. has
purchased a site and will erect a 2,000 seat thea-
tre costing upward of $150,000 at Wowoka, Okla.,
in the near future. . . . Half interest in the three
Duncan, Okla., theatres has been purchased by
Griffith Brothers of Oklahoma City, the consid-
eration exceeding $32,000. This brings the hold-
ings of the company to 51 houses, located in
Oklahoma and Texas. R. F. Wilburn will con-
tinue as manager of the three Duncan theatres.

Fifty thousand dollars were spent in al-
terations and new furnishings and lighting
equipment for the Orpheum theatre at
Oklahoma City by Sinopoula Brothers.

Milwaukee Operator Claims
Ranking As Oldest Exhibitor

Machine Jumped Badly, Says Percy L. Jones, Milwaukee —
Described Film for Three Weeks as Rugby Game,

Then Learned It Was of a Cannon

(This is the first of a series of articles on “ oldest exhibitors ” which
will appear in the "‘HERALD.” The next will follow in an early issue.)

(Special to the Herald)

MILWAUKEE, Sept. 20. — Milwaukee, in Percy L. Jones claims the dis-
tinction of having the oldest amusement motion picture operator in the country.
Mr. Jones, who is operator at the Lake theatre in Bay View, one of the Mil-
waukee Theatre Circuit’s houses, started his career as motion picture machine
operator (but of a very different kind of machine than those that are in
operation today) in 1892 with the Lester & Kent Entertainers.

Showed Slides in Black Tents

The Lester & Kent Entertainers traveled over Iowa, Illinois, Wisconsin and
Indiana showing stereopticon slides in large black tents, “Then,” Mr. Jones
said, “Mr. Lester returned to his native England for a visit, and while he was
over there he heard of a retired French photographer by the name of Le Maire
who resided in Paris, and made highly colored lantern slides for his own per-
sonal gratification and to show to his friends. This Le Maire in turn had heard
of two penniless Scandinavians who had made up some sort of a machine and
were showing pictures that moved. He was instantly interested and invited
them to Paris to see just what they were like.”

themselves. Of course there was no
electric light in those days in the cities
we visited. Why, Chicago had only
electricity on the downtown section, so
we were obliged to use oxyhydrogen
light which we generated ourselves.

15 Cents for 6 Minute Show
The tent shows later became so popu-
lar that the field was too crowded to
make a decent profit, Mr. Jones stated.
These tents were of black canvas on the
outside with a Turkey red lining of cal-
ico on the inside covered with black
Canton flannel, and when the sun shone
down on them they surely became hot.
The Entertainers ran a show every six
minutes at fifteen cents a throw, and
they made good money according to Mr.
Jones.

“Why, down in Keokuk, Iowa, we
made a clean profit of $2,300 in three
days showing, and that was prety good
for that time.”

Mr. Jones was born in Horicon, Wis.,
sixty years ago. He was raised in
Juneau and Oconomowoc, Wis., where
his father was a physician. The theatre
business and Soldiering have taken up
almost his entire life. Then he pro-
ceeded to tell how he served as a high
private in the Signal Corps in the Span-
ish-American war, adding that during
his life in the army he took more than
2,000 negatives for the government.
Took Pictures from Kite
“We had a large kite at that time
capable of carrying a man,” he said, “and
by this method I took a number of pic-
tures of the Spanish fortifications which
I developed in record time and placed in
the hands of my superior officers.”

But to go on with the tent shows. The
first real feature presented by a tent
show was presented by Lester & Kent,
he said. It was a 175-foot film built
about the story of Cinderella, and was
bought from the Warwick Trading Com-
pany of London. The last place the en-
tertainment company sought to set up
their tent was at Fond du Lac, Wis.,
and there were already seventeen other
“black tops” there ahead of them.

The early pictures, according to Mr.
Jones, did not have much plot to them
and the first ones were train shows which
( Continued on page 27)

According to Mr. Jones, Mr. Lester
was in Paris at the time of the demon-
stration and being immensely interested
in the invention,
tried to persuade
Le Maire to back
him in making
and showing
these “animated”
pictures, as they
were called. Lie
Maire refused but
after much per-
suasion he finally
consented and
Mr. Lester re-
turned to Amer-
ica with five feet
of film which
showed a man Percy L- Jone„
holding a kitten

and dropping it to demonstrate how it
would land on its feet.

This piece of film the entertainers took
to Philadelphia and wanted to get John
Wanamaker interested in it, but he said
that it was too short and he couldn’t be
bothered. It was then decided to add the
film to the stereopticon show and it was
displayed in churches, school houses and
the like.

“This film was so short, however,” Mr.
Jones said, “that we had to give the peo-
ple something else for their money, and
so we entertained them with practical
demonstrations of the motion picture
machine, which, to say the least, was a
very crude affair with two pieces of
plate glass between which the film ran.

The machine usually jumped about the
place so that you could hardly tell what
the picture was. In fact in one instance
for three weeks we were telling the audi-
ence that a certain piece of film repre-
sented a rugby game when in reality we
learned later it simply showed the de-
molishing of a cannon.

“Yes, in those days you would have to
keep the door shut so that the machine
would not jump out of the room, and
anybody that could get a picture even to
flicker on the screen was considered a
wonder. The pictures did not have any
titles, but it was necessary to tell the
people what they were about for they
never would have been able to tell by

26

EXHIBITORS HERALD

September 24, 1927

No Town Is Too
Small for a Theatre

( Special to the Herald )

ANDREWS, IND., Sept. 20.—
They don’t make towns too small
to have motion pictures. Andrews,
Ind., a little village of only 800 in-
habitants near Wabash, Ind., soon
is to have a motion picture theatre.
Elizabeth Fite of Knox, Ind., has
purchased the equipment of the
former James Grant theatre at
Lafontaine and will move it to An-
drews. The equipment was pur-
chased from John Kaiser of
Wabash, who acquired the equip-
ment through foreclosure of
mortgage.

Gerety and Beatty Cart Away
Honors at N. Y. Film Tilt

Turn in Tivo Lowest Net Scores — Christy Deihel, Y oungstoivn Exhibi-
tor, Makes Lotv Gross at Bonnie Brier

(Special to the Herald)

NEW YORK, Sept. 20. — Tom Gerety, of Metro-Goldwyn-Mayer, and
Jerry Beatty of the Hays organization, newcomers in the ranks of
tournament winners, carried off the honors at the 13th semiannual
film golf tournament, which was played last Tuesday at Bonnie Brier.

GERETY and Beatty did not make
lowest scores of the day, but they
did canter away with the two lowest net
scores. For turning in the low net
Gerety won a leg of the Film Daily Tro-
phy, and permanent possession of the
Artie Stebbins cup. Gerety shot a 92,
with a handicap of 24, giving him a low
net of 68.

RUNNER-lIP IN FLIGHTS
S. S. Braumberg, Frank Pope, M. Brandon,
Arthur G. Whyte, Lou Metzer, Arthur Ebenstein,
A. L. Pratchett, W. E. Raynor, Geo. Byrnes,
Walter Putter, M. Wittendorf, M. McLaughlin, Wal-
lace Ham, Harry Brandt, M. McDonald, C. E. Mc-
Carthy, M. Stearns, R. V. Anderson, Joe Hornstein,
Charles Moses, Wm. Evarts, Eugene Walsh, Geo.
Berry, Walter Wagner, Stanley Waite, J. E. Storey,
Geo. Blair, Wr. B. Frank, H. Eysman, Abe Warner,
M. Schilt, Rex Beach, Ben Goetz, Eidward Lieber-
nian.

Beatty. Wins Pathe Cup

Beatty’s gross score was 94 and with
a handicap of 24 this brought the net
down to 70, which made him the proud
possessor of the Pathe cup.

The low gross of the day was made
by Christy Deibel, exhibitor of Youngs-
town, who turned in a card of 80 for the
afternoon play. J. V. Ritchey, Jr., came
through with a low gross of 81, and won
for himself the Motion Picture News
cup.

Following is a list of the winners:

AFTERNOON ROUND

Low net (Leg of THE FILM DAILY cup ami
permanent possession of Arthur W. Stebbins cup)
Tom Gerety. Score 68.

Low net runner-up (Pathe cup) — Jerome Beatty.
Score 70.

Second low net runner-up (John J. McGuirk
cup) — J. V. Ritchey, Jr.

'Hiird low net runner-up (J. P. Muller cup) —
H. S. Tierney. Score 72.

Low gross (M. P. News cup) J. V. Ritchey,

Jr. Score 81.

Low gross runner-up (A1 Ruben)— Sumner
Taylor.

Eagle (Jules Brulatour trophy) Stearns.

Birdie (F B O cup)— W. B. Frank.

Low exhibitor score (Jules Mastbaum Memorial
Trophy )— Chris Deibel. Score 80.

Driving contest (Jack Cosman cup)—— Cy Fields.
295^2 yards.

Runner-up (Eastman Kodak) N. C. Stearns.

287 yards.

Putting contest. William Massce.

Booby prize, H. Eysman. Score 134.

MORNING ROUND — NINE HOLES

Low gross (Morning Telegraph cup) Chris

Deibel. Score 34.

Runner-up (Columbia Trophy) Ed Curtis.

Score 36.

Low net (National Theatre Supply cup) — Arthur
W. Stebbins. Score 29.

Runner-up ( Hedwig M. P. Lab. Trophy) — Paul
Gulick. Score 30.

FLIGHT WINNERS

James Milligen, Tom Gereity, M. Hatschek, M.
McConnell, Ed Johnson, Irvin Stolzer, M. Bellows,
J. V. Ritchey, Wm. Frankel, Jerome Beatty, A1
Grey, A. La Hines, John Spargo, Bob W >lf, “Doc'”
Golden, Nat Rothstein, Billy Wilkinson, H. S.
Tierney, Dave Chatkin, S. R. Burns, Raymond
Pawley, J. S. Dickerson, Sy Fields, M. Fisher, M.
Cook.

First National Signs
Allan Dwan to Direct
Five Big Productions

(Special to the Herald)

NEVV YORK, Sept. 20.— Allan Dwan has
been signed by Robert Kane to direct five
big productions for First National Pic-
tures, and Ben Hecht has been engaged to
write the first story to be produced by the
new producing combination.

Kane announces that he has arranged
with Elinor Glyn for a realistic romance
of the present day which will be the sec-
ond of the five pictures directed by Dwan.
The third will be based on the “Harold
Teen” comic strip which he believes offers
material for a big feature. Material for
the other two is now under consideration.

Cleveland Sees 5 F. N.
Films Simultaneously

(Special to the Herald)

CLEVELAND, Sept. 20.— Five of First
National’s first run pictures recently ran
in Cleveland all in the same week and all
on Euclid Ave. The pictures were : “Break-
fast at Sunrise,” Allen theatre ; “The Life
of Riley,” Cameo theatre; “Hard Boiled
Haggerty,” State theatre ; “Three’s a
Crowd,” Keith’s 105th Street theatre and
“Convoy” at the Monarch.

Bairnsf other Speaks

(Special to the Herald)

TORONTO, Sept. 20. — Captain Bruce
Bairnsfather, official with the British Em-,
pire Film Company, Toronto and Tren-
ton, Ont., was the speaker at a directors’
luncheon of the Canadian National Exhibi-
tion, held here recently. The Captain said
that his company would start its first pro-
duction at Trenton late in September.

President Coolidge
and Wife Attend
Theatre Opening

(Special to the Herald)

WASHINGTON, Sept. 20.— A distin-
guished audience, which included President
and Mrs. Coolidge, was present tonight at
the opening of the Fox theatre in the Na-
tional Press club’s new building.

Working Agreement of
Metro and U-A Seen in
Buying of “Clown” Film

Purchase of “Laugh, Clown, Laugh” by
Metro-Goldwyn-Mayer from United Ar-
tists “seems to augur that we shall soon
see a working arrangement between these
two companies in the future that will mean
an imposing array of directors, scenario
writers and stars,” says Louella O. Par-
sons, in the Chicago Herald-Examiner.

The fact that Miss Parson is motion
picture editor of Universal Service, a
Hearst newspaper service, and that William
Randolph Hearst’s motion picture produc-
tion activities are practically all linked with
Metro-Goldwyn-Mayer, except the Inter-
national Newsreel, a Llniversal release,
lends significance to the comment by Miss
Parsons.

It will be recalled that an M-G-M and
United Artists merger came close to com-
pletion a year ago.

Many Theatres Book

Excellent9 s Products

(Special to the Herald)

NEW YORK, Sept. 20. — According to
reports from Excellent Pictures Corp.,
many theatres throughout the country are
booking the company’s 18 pictures. Con-
tracts closed for first runs in major New
England cities on the entire 1927-28 prod-
uct are : Fay’s theatre, Providence ; Allyn
theatre, Hartford ; Strand theatre, Haver-
hill ; Capitol, Lynn ; Victory, Lowell ;
Strand, Stamford. Similar reports are
coming in from Excellent distributors all
over the country, it is claimed.

Fox Winners Arrive

(Special to the Herald)

NEW YORK, Sept. 20.— Lia Tora and
Olympio Guilherme, winners of contests
held in Brazil by Fox to find the most
beautiful woman and most handsome
man of the country have arrived in New
York and have been given long term
contracts to appear in pictures by Fox
Films.

All’s Well With Motion Pictures in

Ontario, Says Public Investigator

(Special to the Herald)

TORONTO, Sept. 20. — Motion pictures were given a clean bill of health in
the Province of Ontario in an official investigation by Hon. J. D. Monteith,
treasurer of the Province.

The inquiry was conducted by Dr. Monteith as a result of public criticism
regarding the alleged offensive character of a number of recent releases, in-
cluding “Don Juan” and “ The Secret Studio.” In his statement. Dr. Mon-
teith declared that, after a personal and thorough investigation into censor-
ship, film exchange management and theatre direction, “ the survey might well
warrant the assumption that no place in Canada or elsewhere is the moving
picture theatre-going public so well safeguarded and protected and nowhere
are films of a higher order or of a less objectionable type. It is hoped that
the public may thus obtain a fairly accurate conception of the true status of
Ontario in the realm of filmdom.”

September 24, 1927

EXHIBITORS HERALD

27

Films Almost Jumped
from Room in Old Days,
Says Milwaukee Veteran

( Continued from page 25)
showed scenic effects from the back of a
train. The chase pictures were next and
they did not have much sense to them,
simply showing somebody chasing some-
body else. Then there were a number
of train pictures showing trains in mo-
tion and involving all kinds of scenes of
trains; these, in all cases, were taken
from the ground showing the train in
motion.

“The really first big production was
made by Selig in 1902,” Mr. Jones said.
“This film was 12 reels long and revolved
about the adventures of Christopher
Columbus. Selig was the big producer
at that time in this country while the
Warwick company was at the head in
England. The English company filmed
a great many Christmas scenes, since
these rehearsals were going on most of
the time in certain parts of England, and
whenever a rehearsal was called a pho-
tographer was on hand to take shots.”

M.r. Jones came back to Milwaukee 22
years ago as a projectionist, when the
town boasted of 12 theatres, and he re-
ceived $8 a week for his services. He
recalled the first time he came to Mil-
waukee a number of years before this
with the Lester & Kent Entertainers and
played at the Academy of Music in Mil-
waukee. “We did not give any kind of
a complete show by any means,” Mr.
Jones said. “But we showed two min-
utes of motion picture between the stock
company acts.”

Mr. Jones has followed the motion pic-
ture business from the time of its origin
to the present day. He can remember
when it was almost impossible to get
film of any kind, because of the scarcity
of celluloid. The early pictures, he said,
were the kind taken by a common snap-
shot camera, and the film was no longer
than that in the camera, he said. Even
though the industry has reached its pres-
ent height he still believes there is plenty
of room for good men in the industry.

U.A.W ill H ave T wenty
Theatres in Operation
By End of Period Set

(Special to the Herald)

NEW YORK, Sept. 20. — A year ago
United Artists announced that in a year’s
time the company would have 20 pre-
release theatres in construction. Com-
pleted organization and actual operation
of the theatres was announced last week
by Lou Anger, vice president and gen-
eral manager of United Artists theatre
Circuit, Inc.

Anger said that there are now 17
United Artists theatres in the country
and that he will soon announce the three
additional theatres, which will complete
the originally outlined circuit. The 17
theatres are: Rivoli, New York; Rialto,
New York; Egyptian, Hollywood, Val-
encia, Baltimore ; Apollo, Chicago ; United
Artists, Detroit ; Century, Baltimore ; Ma-
jestic, Portland, Ore.; Ohio, Columbus, O. ;
Coliseum, Seattle; Chinese, Hollywood;
Penn, Pittsburgh ; Broad, Columbus, O. ;
Liberty, Seattle ; Parkway, Baltimore ; and
the Broadway, Columbus, O.

“Passion” Packs House

(Special to the Herald)

DALLAS, Sept. 20. — Capacity houses
packed the Capitol theatre last week with
revival of the UFA product, “Passion,”
starring Pola Negri and Emil Jannings.

Remember the Maine Exhibitors!

“ W here you find Nichols, you find dollars ”

Top ( L. to R.): P. H. Tarbell, leading merchant at Smyrna Mills, has re-
modeled the New theatre. B. M. Sylvester manages the Savoy at Ft. Kent and
Don Robbins the Pastime (Graphic Circuit) at Norteast Harbor. The photo of
Guy M. Means, owner of the Eureka Pavilion at Sedgwick, doesn’t do him
justice. Really, girls, he's good looking. Below (left): This chap is a live
showman, managing the Lincoln at Lincoln. He’s Harry Morgan. Finally we
have J. E. McMennamin and son, J. L., owners of the Scenic, Limestone.

Top (L. to R. ) : N. C. Martin runs the Martin’s theatre, Oakfield. C. W.
Benjamin manages the Park, Ft. Fairfield. C. J. Rush, owner of the Opera
House, Millinocket, is the hermit of Mt. Katahdin. Maine’s only Rockies.
Below: J. A. Thompson, who runs the K of P Hall, W. Enfield, was snapped
at the paper and bag plant. He’s foreman. Meet T. A. Maddocks, Opera
House, Serman Mills, and J. A. Fincken, superintendent of the Advance Bag
& Paper Co. and booker for the Town Hall, Howland.

(All Photos by H. E. N.)

28

EXHIBITORS HERALD

September 24, 1927

When Martin Jensen left Hollywood in his plane carrying Leo, the M-G-M lion, little did he know that he would hit a tree in
Arizona and thus end his non-stop flight to New York. At left is Martin Jensen’s leonine passenger. (Center) Jensen
meets the lion. Louis B. Mayer (Right) bids Jensen good-bye and good luck.

Brandt Sails to Place Columbia
Films In Each Key City

Plans to Enter into Reciprocal Arrangements with Foreign Producers
— Says It’s Up to Independents

(Special to the Herald)

NEW YORK, Sept. 20. — Extension of Columbia’s distribution to every
key city in England and on the Continent is the aim of President Joe
Brandt, now on the way to Europe. Mr. Brandt sailed last Friday on the
Olympic with an itinerary calling for stops in London, the Hague, Brussels,
Paris, Barcelona, Rome, Milan, Vienna, Prague, Berlin, Copenhagen,
Stockholm and Christiania.

“/COLUMBIA intends to play an im-

V — portant part in the independent
markets of the world,” Brandt said be-
fore sailing.

“Wherever pos-
sible we plan to
establish direct
representation for
Columbia Pic-
tures, and to fur-
ther that end will
enter into recip-
rocal arrange-
ments with for-
eign producers to
serve as their dis-
tributors in the
United States.

“We are suc-
cessfully operat-
ing on such an
arrangement in England today, and be-
lieve in letting foreign nationals handle
all the business details in their own
respective countries.

“I sincerely believe that much of the
success for the future distribution of
foreign-made pictures will eventually fall
upon the shoulders of independent pro-
ducers in America.

“American producers who have estab-
lished their own companies in Great
Britain, for example, cannot — or will not
— absorb the number of pictures which
the quota will bring about. This means
that many worthwhile British pictures
will never be distributed in the United
States unless American independent pro-
ducers, through their sources of distri-
bution, provide the outlet.

“Our company has already taken steps
with our British distributor — Mr. F. A.
Enders of FBO, Ltd. — to provide a mar-
ket for several pictures which he will
produce in England. Other similar agre-
ments will be entered into with Eu-
ropean independent producers.

“I feel that a definite business relation-
ship between British producers and
European producers is a vital necessity.

“It should be no more difficult for
foreign producers to make pictures that
will please the American public than it
has been for American producers to
make pictures acceptable to the British
and other peoples, across the sea. Hu-
man emotions are the same the world
over.

“It is true that the theatre circuit situ-
ation in the United States has made it
increasingly difficult to place certain pic-
tures before the American people, but
this handicap can be overcome if a pic-
ture has merit. In proof of this, I point
to the fact that in spite of the socalled
‘locked’ theatre situation, Columbia Pic-
tures have succeeded in gaining entree
to the best theatres in America.

Mr. Brandt expects to be gone for
three months or more.

Kansas City Schools
Will Use Pictures

( Special to the Herald )

KANSAS CITY, Sept. 20.— Mo-
tion pictures as an official part of
school courses in Kansas City will
make their debut on September 26,
according to Rupert Peters, direc-
tor of the department of visual
instruction in Kansas City schools.
An educational him of world-wide
scope, taken under sponsorship of
the Eastman Kodak Company, will
be shown. The hi ms will be in
1,000-foot reels. Projection ma-
chines and screens now are on the
way to Kansas City to be installed
in schools.

New British Company
Planning Four Studios:
Erection Begins Soon

Instructional Film Shown to King
Pauline Frederick Not “Flor-
ence Nightingale”

(Special to the Herald)

LONDON, Sept. 8 (By Mail).— Prom-
ises have been forthcoming this week of
yet more British studio plans, and if the
schemes on hand — together with the gigan-
tic proposition mooted in July last by Ralph
J. Pugh — really come to fruition it looks
as though Hollywood will have to begin
looking to it. A. E. Bundy, chairman of
British Instructional Films (Proprietors),
Ltd., hinted the company is planning its
own studio.

Then on top of that comes a still greater
plan. British Masterpiece Films, Ltd., an-
nounces it has acquired 14 acres of ground
in Osterley Park — only a short distance
from London — on which it is proposed to
erect a huge studio. Building, it is stated,
will commence very soon, and the cost of
the enterprise will be somewhere about
$1,250,000. Four large studios arranged in
pairs ; 46 dressing rooms, and numerous
other offices will be included in the scheme.
Capt. Harry Lambart is the spirit behind
the movement and his plans sound good,
though the trade is rather tired of hearing
of grandiose schemes which seem slow in
taking practical shape. This feeling is
evinced here concerning the great Wem-
bley scheme.

* * *

King Sees Naval Picture
The King has commanded that the new
British Instructional film, “The Battle of
Coronel and Falkland,” regarded as two
of the greatest naval epics of the war, be
privately shown to him at Balmoral Castle
* * *

It is definitely announced that Pauline
Frederick will not play the leading role in
the forthcoming Gaumont production,
“Florence Nightingale.”

* * *

Hunter Edits London Film
T. Hayes Hunter has consented to edit
the Harry Lauder film, “Huntingtower,”
which Paramount will distribute in the
U. S. A. Hayes Hunter has created a
furore among all circles in the trade with
his astoundingly capable method of han-
dling the production of “One of the Best.”
One actress in a crying scene told Hayes
Hunter she simply could not cry again.
He thereupon shook her and made her cry
from sheer bad temper.

EXHIBITORS HERALD

29

Reported Move to “Squeeze”
New Albany House Protested

Exhibitor Said to Have Sought Booking Deal with Large
Outside Chain in Order to Shut Off
Product from Competitor

(Special to the Herald)

ALBANY, Sept. 20. — Isn’t it about time that both exhibitors and film
exchange managers ceased an unethical form of competition that de-
stroys, rather than builds, in the industry? This query was made last
week by one of the leading exhibitors in Albany, N. Y., who has found it
pays to maintain a straight, above board policy in his dealing both with the
public and his competitors, and also with exchange managers and salesmen.
In other words, this theatre owner is running his house as a straight busi-
ness proposition.

Attempt to “Freeze” Competition Reported

The remark was occasioned in connection with a deal of a few weeks
ago when one of Albany’s exhibitors is said to have attempted to arrange a
deal with the heads of a large chain of houses, none of which is located in
Albany, to do the booking for the Albany theatres owned by this exhibitor
as a means of shutting off another owner who was erecting a new theatre
in the immediate neighborhood.

September 24, 1927

Louis G. Sewnig Busy
Supervising 1 1 Houses
in “U” Milwaukee Chain

( Special to the Herald)

MILWAUKEE, Sept. 20. — Louis G.
Sewnig is now up to his shoulder in his
duties as supervisor of the eleven theatres
in the Milwaukee
Theatre Circuit.

The genial Sew-
nig recently was
awarded that post
with the theatre
chain organization
after a record of
successful service.

The Milwaukee
Theatre Circuit is
part of the Uni-
versal chain and
its eleven theatres
in Milwaukee run
in close competi-
tion with the Saxe
Circuit, with its
twelve houses in that city, as was shown
in the survey on overseating which ap-
peared in the September 3 issue of the
Herald.

Buyers 9 Directory of
T. O. C. C. Is Service
to New York Exhibitors

Concise and ready information to thea-
tre owners in booking product is the aim
of the T. O. C. C. in publishing its Buyers’
Directory and Exhibitors’ Guide, a copy of
which has just been received.

Clauses added to the Standard Exhibi-
tion Contract are printed separately from
the contract, as well as arbitration board
rules. The directory also contains a list
of motion picture theatres in Greater New
York, with addresses and seating capacity,
and a compilation of the theatres by zones.
Charts of exchanges and releases occupy
57 pages, with columns for exhibitor nota-
tions.

The volume is well arranged, on good
paper and is a serviceable reference medi-
um for exhibitors.

McGuirk Month Drive
Goes on Despite Shift

( Special to the Herald)

NEW YORK, Sept. 20. — The resignation
of John J. McGuirk as president of First
Natoinal will cause no change in the plans
of the company’s sales department for the
John McGuirk Month sales drive. This
announcement was made by Ned E. De-
pinet, general sales manager, who has in-
structed his branch managers to proceed
with unabated enthusiasm.

Estelle Taylor9 s Sister
Marries Roger White

(Special to the Herald)

HOLLYWOOD, Sept. 20.— H e 1 e n
Carter Taylor, sister of Estelle Taylor,
and Roger White were married here
today. White was an American consular
attache in Belgium before the war.

Court Frees Exhibitor

( Special to the Herald)

KANSAS CITY, Sept. 20.— James B.
Nichols, manager of the Bonaventure
theatre of Kansas City, who was ar-
rested recently on a fugitive warrant
charging him with making a false state-
ment to an Atchison, Kas., bank, was
discharged this week after a hearing on
a writ of habeas corpus in the circuit
court at Kansas City.

The new theatre, when completed, will
represent an investment of approxi-
mately $100,000 and will be a second or
third-run house. The deal, according to
all reports, failed to materialize to the
extent that was anticipated by the ex-
hibitor who was seeking to protect him-
self at all costs against the possible in-
vasion by the new house.

It is claimed that an attempt was made
to shut out the new exhibitor from de-
sirable product by having the large chain
organization book for the Albany house,
not only getting pictures at a cheaper
price than could be paid by the one
erecting the new theatre, but also wield-
ing a bludgeon through the knowledge
that the business offered by the chain
organization could not be turned down
at any cost.

As a general thing, the situation in
Albany is far better than it was a few
years ago, when exhibitors resorted to
any means to obtain pictures and patron-
age. The houses that have been run on
a straight business policy have prospered
and this has made its impression upon
such exhibitors as might be inclined to
resort to rather unethical means of compe-
tition.

Better Feeling Reflected

There is a better feeling between the
exhibitors of the city and the exchanges,
due to the work of the Board of
Arbitration, before whom matters are
threshed out twice a month and where
everyone present is permited to have a
say.

The last few months have also served
to open the eyes of the exhibitors in
Albany as to the possibilities of a sum-
mer’s business. It was only a. year ago
that one prominent exhibitor was heard
to remark that he would be money in
the pocket if he closed his house during

July and August and eliminated his over-
head. This summer some of the exhibi-
tors decided to book and run some of
the biggest and best pictures obtainable,
using plenty of newspaper space, and
the result has been a most pleasing one
to the owners of these houses. Compar-
ing the receipts of July and August, at
these houses, with the same two months
last year, has shown profits running into
the thousands of dollars. There has been
no attempt at special exploitation, how-
ever, for both Albany and Troy appear
to fight shy of bringing their attractions
to the attention of the public through
such avenues.

Fox Films Breaks
Its Weekly Record
For Gross Income

(Special to the Herald)

NEW YORK, Sept. 20.— Fox Film
Corp., in the week ended September 17, es-
tablished a new weekly record for gross
income in the United States and Canada
amounting to $577,300, against $471,400 in
the corresponding week last year. Incom-
plete tabulation of foreign business indi-
cates a total greatly above a year ago.

“Hula” Breaks Record

( Special to the Herald)

DALLAS, Sept. 20. — “Hula,” Clara
Bow’s most recent Paramount starring
vehicle, broke the house record at the
Palace last week. The record, which was
made over a year ago, was well over
$20,000. “The Quarterback” was the pic-
ture that the first record was made on,
and that of “Hula” promises to be broken
again this week with “Chang.”

F & R and Publix Complete Alliance;

Circuit Assured of Paramount Films

(Special to the Herald)

MINNEAPOLIS, Sept. 20. — Completion of an alliance between Northwest
Theatres, Inc., (Finkelstein & Ruben) and Paramount and Publix follows
negotiations which have been in the making all summer.

Details of the deal include an assurance of F & R preference on Paramount
product and operation by F & R of the 3,000-seat Publix theatre being con-
structed here.

30

EXHIBITORS

HERALD

September 24, 1927

Griffith Weighs Writers’ Ideas
on “Drums of Love” Title

Jesse Goldburg Gives Birthday Celebration for Scott Pembroke — -
I\iblo’s “ Camille ” Opens at Criterion Theatre
By RAY MURRAY

HOLLYWOOD, Sept. 20. — D. W. Griffith started his first United
Artists picture, “The Drums of Love,” last Friday, and to com-
memorate the occasion staged a little party for the press. There
was plenty of food, a short speech by D. W. himself, and music.

THERE was considerable debate as
to the title, some thinking it was a
good name for the picture, while others
did not. Votes were taken as to provid-
ing a better one and these are being con-
sidered by Griffith and his staff.

* * * *

Goldburg Fetes Pembroke

And while we are on the subject of
parties, must mention that Jesse J. Gold-
burg gave a birthday celebration for his
director, Scott Pembroke, the day the
latter started work on “Polly of the
Movies.” Gertrude Short has the lead in
this feminine version of the “Merton of
the Movies” story and has been sur-
rounded by a splendid supporting cast,
including Jason Robards, Stuart Holmes
and Rose Dion. It will be a First Divi-
sion picture for I. E. Chadwick.

* * *

“Camille,” Fred Niblo’s modern ver-
sion starring Norma Talmadge, had a
brilliant opening at the Criterian theatre
last Wednesday night. D. W. Griffith
acted as master of ceremonies and many
film luminaries attended.

* * *

Dr. Tullio Balboni, brother of Sylvano
Balboni, director, has been appointed ad-
ministrator of the $200,000 estate of June
Mathis, who died suddenly in New York
city in July. The estate will be distrib-
uted under the inheritance law of Cali-
fornia.

* * *

Work has been held up on Bob De-
Lacy’s first special for F B O’s “The
Red Riders of Canada,” through the sud-
den illness of his leading lady, Patsy
Ruth Miller. Miss Miller was taken ill
while on location at Mammoth Lakes,
Cal., in the high Sierras, and had to be
rushed to a hospital when she was
threatened with pneumonia. She is now
on the road to recovery.

* * *

Ambassador Pictures Corp., H. E. Ross
president, has purchased the old Golden
State studio, Culver City, and changed
the name to the Ambassador studio. A
film version of the life of A1 Jennings,
former outlaw and bandit, will be the
initial picture of the company. The cast
includes Mildred Harris, Edward Piel,
Jr., Neely Edwards and Edwar Piel, Sr.
Locations in Oklahoma are now being
sought.

* * *

Diana Miller Recovering

Diana Miller, film actress, wife of
George Melford, LTniversal Pictures di-
rector, is slowly recovering from a seri-
ous illness at Monrovia sanatarium,
where she has been the past two
months.

* * *

About 2,000 members of the 233 Club
of Hollywood and guests attended the
inaugural ball at the Ambassador hotel
last Tuesday night. Many stars were in-
troduced and a musical program was
interspersed with the dancing. Those in
charge of the affair were John LeRoy
Johnston, chairman; Lionel Belmore, Or-
ville Caldwell and Henri LaGarde. Monte
Blue, Tom Mix, Darryl Zanuck, Harry

Zehner, Rex Goodcell and others promi-
nent in film circles were present.

* * *

Kiesling in Commercial Field

Barret Kiesling, for seven years per-
sonal representative of Cecil B. DeMille,
who resigned recently, has entered the
field of commercial advertising and pub-
licity.

* * *

Pathe-DeMille officials are seeking a
name for their new picture of West
Point life, starring William Boyd, which
Donald Crisp directed. Metro-Goldwyn-
Mayer is also making a West Point story
and has prior right to the caption “West
Point” in its title.

ifc &

Fox has solved the problem of long
periods of idleness for carpenters while
working on the stages where directors
are making pictures. Heretofore all ham-
mering ceased when the director’s assis-
tant blew a whistle and the workmen
had to “hold everything” until notified
to go ahead. Now these mechanics are
being called about 3 o’clock each day and
work all night building new sets, thus
not interfering with shooting on many
sets. Here’s an economy measure that
looks feasible.

* * i*C

Thomas Burtis, writer of short stories,
has sold four airplane yarns to Charles
R. Rogers, producer for First National.
Rogers has also purchased the exclusive
picture rights to all of Burtis’ “Russ
Farriell” series, appearing in American
Boy.

j|: SjJ sfc

Louis Golden, popular manager of the
Criterion Theatre, has been transferred
to the Boulevard Theatre, at Washington
and Vermont boulevards.

* * *

The smoke has cleared away following
the “terrific” battle of Inspiration Point,
Utah, between Edwin Carewe, director
of “Romona,” and A1 Rogell, First Na-
tional director of “Shepherd of the
Hills.” With both companies repre-
sented on the ground by former news-
paper men the wires were kept hot for
a few days dispensing accounts of the
progress of the battle, which was caused
by a clash over the location selected by
both companies for use at the same time.
The only casualty was a broken still-
camera and several keys on a press
agent’s typewriter. Rogell won after sev-
eral conferences and paid for the “peace
dinner” which followed the victory.

* * *

Maynard in Circus Picture

Iven Maynard has long wanted to make
a circus picture, because of his many
years association with the big tops, be-
ing a star stunt rider with Barnum and
Bailey’s and Ringling Brothers tent
shows. Now he is to have his wish come
true, for he is to make “The Caravan
Trail” with Harry J. Brown directing.
The picture started last week.

Little Johnny Downe, former “Our
Gang” comedian, who has just completed
a role in Clarence Brown’s picture, “The

Trail of ’98,” has been signed by First
National to play in “The Valley of the
Giants.”

* * *

A1 Boasberg, comedy constructionist,
who recently married Miss Roslyn Gold-
berg in Minneapolis, is spending his
honeymoon on the Great Lakes.

Re-Takes

WELL, all the Wampas boys went
sailing over the bounding main last
Saturday night, having hired a clipper
ship from Mr. DeMille and set sail from
Long Beach. It was the regular meet-
ing of the advertisers association com-
bined with a pleasure trip. The only
thing that marred the occasion was the
fact that someone forgot to cast off the
hawser that tied the boat to the slip.
Most of those on board, however, didn’t
notice the nautical error on the part of
Skipper West and his First Mate, Oliver
Garver. Plenty of eats were provided
below decks and most of the boys stayed
below.

* * *

And D. W. Griffith invited a few of
the press boys and girls (about 65) to
a little luncheon on his “Drums of Love”
set, a sort of dedication for his new pic-
ture, last Friday, which was hugely en-
joyed. D. W. made a little speech and
said that the purpose of the luncheon
was to get his name in the papers, and
being a former newspaper man himself,
he knew that that was the way to do it.
Everyone present voted D. W. the per-
fect host.

* *

Chicago JSalute

Mayor Thompson of Chicago came to
town last week and was met at the sta-
tion by a group of film luminaries, city
officials and folks interested in water
ways. He visited Warner Brothers’ stu-
dio where a volley of twenty-one auto-
matics and sawed-off shotguns was fired
on the set of “The Girl from Chicago.”
It made “Big Bill” feel right at home.

% %

Honored

Col. Chas. A. Lindbergh arrives in
Los Angeles today (Tuesday) and one
of the news reels is going to take a pic-
ture of him. This is said to be the first
time Lindy has had his picture on the
screen (this week) and he’s tickled as
Puck.

* * H=

I see where one Chicago baby has
been named for the aviator’s Atlantic
flight. A little Chinese baby, who was
too young to protest, has been christ-
ened “One Long Hop.”

* *

A Tough Job

Being mayor of Los Angeles is no
cinch. No, sir. You have to meet all
trains, both outgoing and incoming, to
shake hands with, film celebrities and
officials to bid them bon voyage or how
d’do.

* * *

Important Details

Now that the excitement over the air-
plane trip of Leo, the M-G-M lion, from
L. A. to N. Y. has subsided somewhat,
we’d like to know what brand of cigar-
ets Martin Jensen smoked and the kind
of malted milk Leo consumed en route.
* * *

Famous Last Words

“This $5 ticket is good for a ringside
seat.” R. M.

September 24, 1927

EXHIBITORS HERALD

31

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

by

the Camera

Issue of September 24

Wedding Belle

Champion Fan

Runner-up

Wedding bells will ring soon for
Helene Costello, Warner Brothers
player, and John Regan of New
York. The nuptials will be this fall.

Do you know of anything like this rec-
ord? Mrs. Louise Kent is credited with
seeing M-G-M’s “The Big Parade’’ 94
times at the Astor, New York.

And Mrs. Amelia Lemon, a gold star
mother, may be second only to Mrs.
Kent. Mrs. Lemon haS seen M-G-M’s
“The Big Parade’’ 32 times.

The late Marcus Loew, president of M-G-M, was eulogized by Dr. A. P. Gianinni, president of the East River National Bank
of New York, at an auxiliary service held at the M-G-M studio at the same hour as the body was lowered into the grave
at Cypress Hills, Long Island. Rev. Dr. Edgar F. Magnin, pastor of Temple B’nai B’rith, Los Angeles, presided at the cere-
mony. On the stand with them is Louis B. Mayer, producing head of the company. All work was suspended at the studio
during the service.

32

EXHIBITORS HERALD

September 24, 1927

Mythology doesn’t tell us whether the “Three Graces” were sisters, but here we
have a modem edition and “it’s all in the family,” even if they’ve adopted other
names for reasons concerned with the box office. Furthermore, they all worked
in one M-G-M picture. (L. to R.) Sally O’Neil, Molly O’Day and Isabelle Noonan
in Cosmopolitan’s “The Lovelorn.”

Left: “Ship Ahoy!” Not a very orthodox salute but who cares about that?

Gilda Gray is making “The Devil Dancer” for Samuel Goldwyn and United Artists.

Jeanne Eagels, dramatic stage star takes to the Kleigs and
Monta Bell (left) and John Gilbert give her a royal welcome
to Hollywood. Miss Eagels will have a lead in Gilbert’s
“Fires of Youth,” which Bell wrote and will direct for
Metro-Goldwyn-Mayer.

Ernest Hilliard (left) may be telling Forrest Stanley to
“keep his shirt on,” but there isn’t much left of it after
the scene just taken for Rayart’s “The Wheels of Destiny.”
Stanley must have been caught by a cog but the scenario
said he should come out whole and he has.

Speaking of airplane thrillers and if we weren’t we’re going to right now — how

would you like to spend one of these nice warm afternoons climbing aboard a
swooper from the top deck of an auto going beaucoup miles an hour? A1 Wilson,
stunt aviator for Universal, shows how it’s done. Thanks, we won’t. You may like
it, Al, but we’d rather look at it from a nice, cool seat.

Jean “takes his pen in mouth” —
not hand — and signs with Edwin
Carewe for a role in United Art-
ists’ “Ramona,” starring Dolores
del Rio.

September 24, 1927

EXHIBITORS HERALD

33

■bCOtAO

Looks calm and serene as some conservative and dignified country estate, but on
the other side of the building there’s a stir and rush that belies the quiet of this
scene. One of the activities of the Hal E. Roach studios is getting out the sev-
eral series of short features for Metro-Goldwyn-Mayer for this season.

Right: It’s a hitching post, not a barber pole. Doris Hill, feature player of Para-
mount, takes a voyage on the Venetian set for Florence Vidor’s “Honeymoon
Hate.”

It may be sport to him but it’d be tragedy for us. Paul
Malvern, stuntist for Rayart, does a flat dive off the studio
wall. We hate to leave him up in the air but that’s all
there is. We can’t understand why he isn’t looking down-
ward for a soft place to light.

If any studio wants some brand new roads, now’s the time
to ask for them. Joseph M. Schenck, United Artists, is now
on the California Highway Commission. (L. to R.) Ralph
Spence, Governor A. C. Young’s secretary; Lt.-Gov. Buron
Fitts, Keith Carlin and Mr. Schenck.

Of course Rajah can’t “cut him-
self a piece of cake,” so Tex May-
nard, star of Rayart’s Whirlwind
Westerns, making “Gun-Hand
Harrison,” hands him one.

The French wheeled “The Spirit of St. Louis” into the banquet hall at one of the
affairs for Lindbergh overseas, the papers said, but here we have a plane right on
the banquet table in a scene from Johnny Hines’ “Home Made” for First National,
while a number of little spirits hover above the mama craft. We take it that the
picture has much to do with flying. Right!

34

EXHIBITORS HERALD

September 24, 1927

“Stepping Along” brings a “Home Made” smash. Johnny Hines, star of the former
for First National, probably was thinking of the latter when he ran plump into a star
constellation, but not of the studio variey. At Prospect and Talmadge streets, Holly-
wood, his roadster collided with Tod Browning’s sedan and gave a pole a wild ride.

(All “ Herald ” photos except above)

A kick without a drop which

is well. Alberta Vaughn, F-N’s
“The Drop Kick,” tries it for
“Herald” readers. (Takes a
steady cameraman.)

Al Cohn, writer of many successful
scenarios, did the piece for “The
Cohens and Kellys in Paris.” The
Universal cast recently went to San
Francisco.

Peter Mole (with glasses) designed the
new incandescent light used in Pathe-
DeMille’s “The West Pointer.” Ex-
pensive electrical equipment was
shipped to West Point.

Where laughs are brewed. Left to right are Eddie Grainger,
son of Genial Jimmie; Mary Ashcraft, Lou Breslow and Orville
Dull, director, all of George Marshall’s comedy staff at the Fox
lot. What more could be fairer, as someone says.

“But don’t go nearer the water.” That may be what
Archie Mayo, director, is telling Dolores Costello, in
preparation of a scene for “A College Widow,” Wanner
Brothers, just made.

September 24, 1927

EXHIBITORS HERALD

35

When Victor Halperin (right) reached the West Coast in
connection with the contract he and Edward Halperin have
just signed to make a series of productions with Inspiration
Pictures, J. Boyce Smith (left), vicepresident, and Mabel
Livingstone, publicity director, said “Howdy.”

Rah! Rah! Rah! Whoozis! It won’t be long now until they’re
lining up for dear old Whoozis again and impatient gridiron
fans already are looking up the schedules. Here’s Our Gang
all set for the big game in “Yale vs. Harvard,” a Hal Roach
short comedy for M-G-M.

You guessed it. It’s the letters “S” and “T,” and when we add that Gloria Swanson is
leading the group of Marines in the impromptu drill the answer of course pops up that
the initials stand for “Sadie Thompson,” the star’s second independent production for
United Artists. The Marines appear in the scenes being shot at Catalina Island. Raoul
Walsh is directing picturization of the W. Somerset Maugham story.

If vou like, a home in restful seclusion, “far from the madding crowd,” you will envy
Rufus McCosh and Dwinnelle Benthal, title writers, their retreat at Lankershim, Cali-
fornia. It looks cozy and comfy, doesn’t it? It’s different from the palatial residences
and that’s just what the owners of this particular place had in mind. The title writers
are at work on a First National production. Their latest was “The Stolen Bride.”

Labor Day is over, so doubt-
less Dorothy Gulliver now is
back in her studio garb. She
is making “The Shield of
Honor,” a Universal-Jewel.

1

36

EXHIBITORS HERALD

September 24, 1927

Loew Leaves Entire Estate to
His Widow and Two Sons

Estate Estimated Between 30 and 35 Millions — Trust Fund Created —
Bruce Gallup and Slate Head A. M. P. A.

By JOHN S. SPARGO

NEW YORK, Sept. 20. — The will of Marcus Loew, deceased presi-
dent of Metro-Goldwyn-Mayer Pictures and Loew’s, Inc., was filed
in the Surrogate’s Court here last Saturday. Contrary to general
belief that Mr. Loew had made a will within the past three years, when
his health commenced to fail, the document filed Saturday was dated
May 7, 1912.

at between $30,000,000 and $35,000,000, no
specific amounts are mentioned. Practi-
cally the entire estate is left to Mrs.
Loew and the two sons, Arthur and
David. Leopold Friedman, personal
counsel of Mr. Loew, stated Saturday
that it will be a matter of many months
before a detailed statement of Mr.
Loew’s estate will be available.

The deceased bequeaths 25 per cent of
his estate to his wife, 15 per cent to his
son, Arthur H. Loew, and 15 per cent to
his son, David Loew.

Trust Fund for Widow

Forty per cent of his possessions will
provide a trust fund, the income of which
will go to his widow. Upon her death
the principal will be inherited by the
sons, Arthur and David.

A trust fund of 5 per cent of the estate
has been provided, the income of which
will go to Mrs. Fannie Spring, sister of
Mrs. Loew. Upon her death the princi-
pal of this fund will go to Mr. Loew’s
brother, Henry Loew, his half-brother,
Joseph Sichel, and his nephew, Morton
Spring, in equal shares.

It is believed that his reasons for not
making a more current will hinged on
the fact that during his lifetime he had
divided large portions of his estate
among his immediate family.

The executors of the estate are Caro-
line Loew, Mr. Loew’s widow, and David
Bernstein, treasurer of Loew’s, Inc., and
Metro-Goldwyn Pictures.

* * *

Gallup Heads A. M. P. A.

The delayed annual election of officers
of the A. M. P. A. took place last Thurs-
day and President Bruce Gallup and his
regular slate of regular fellows were
swept into office by a landslide. So far
as recorded there was not a dissenting
vote, even the regular objectors voting
“yes.”

With a livewire president, ably abetted
and -assisted by such cohorts as Vice-
President Lon Young, Secretary James
Zabin and Treasurer George Harvey, the
A. M. P. A. gives every promise of soon
finding its place in the sun.

Following is the complete ticket elect-
ed and now functioning:

President, Bruce Gallup; vice-presi-
dent, Lon Young; secretary, James Za-
bin; treasurer, George Harvey.

The board of directors: C. W. Barrell,
A1 Selig, Fred Baer, Walter Eberhardt
and Tom Wiley.

The auditing committee: H. C. Bate,
Victor Shapiro and Oswald Brooks.

Trustee, Jerome Beatty.

Chancellor to the U. S. Chamber of
Commerce, A. M. Botsford.

* * *

The Edyth Totten Theatre, one of the
most perfect little theatres in the United
States, which was opened a year ago on
Forty-eighth street, has joined the select
group of deluxe theatres offering unusual
motion picture films.

The theatre will be opened on Friday

evening next with the first showing in
this country of Vilma Banky in “The
Lady From Paris,” the French film in
which this popular Hollywood star won
her first and greatest success before be-
ing brought to the United States.

The Edyth Totten Theatre has a com-
fortable seating capacity of 299, and dur-
ing the past three months it has been
completely equipped with the latest mo-
tion picture paraphernalia.

After the opening Friday night, which
is to be attended by a number of the
film stars now in New York, the per-
formances will be given daily from 1 to
11 o’clock. The program will include be-
sides a special musical program, a fea-
ture film and a series of short reels of
unusual subjects, all first-run or notable
revivals.

* * *

John S. Woody has been appointed East-
ern representative of Hal Roach and Leo
McCarey has been named supervising direc-
tor of the Hal Roach studio.

Leo McCarey John S. Woody

Roxy at Fox Theatre Opening

S. L. Rothafel (Roxy) went to Wash-
ington last week to arrange for the open-
ing of the new Fox theatre in the Na-
tional Press Club, which took place last
night. Several members of Roxy’s gang,
including Maria Gambarelli, “Gamby,”
Gladys Rice, Douglas Stanbury and the
Roxy Male Quartet, appeared on the in-
augural program.

* * *

“Joy Girl ” Released Sept. 25
“The Joy Girl,” the Allan Dwan pro-
duction for Fox Films which recently
had its Broadway premiere at the Roxy
Theatre, is scheduled for general exhibi-
tor release on September 25, according
to an announcement from General Sales-
manager James R. Grainger of Fox.

Olive Borden is starred in this screen
version of May Edington’s story which
appeared serially in the Saturday Evening
Post, while Neil Hamilton plays opposite
Miss Borden. Other members of the cast
include Jerry Niley, Marie Dressier,
Mary Alden, Helen Chandler and Wil-
liam Morris.

* * *

“7th Heaven” Held Over

“7th Heaven,” featuring Janet Gaynor
and Charles Farrell, which by many is

considered the best picture that William
Fox has yet produced, is being held over
at the Roxy Theatre for the second
week. It has been drawing capacity
audiences daily and in attendance has
been second only to the sensational rec-
ord of “What Price Glory” at Roxy’s
Cathedral of the Motion Picture. Roxy’s
prologue is also held over and Erno
Rapee’s song, “Diane,” which provides
the basic musical theme of the picture
music, has been exceptionally successful
as sung by Beatrice Belkin and James
Molton.

* * *

Fox Dance Sept. 29

What seems destined to be another
glorious evening among film folk was
announced this week by officers of the
Fox Athletic Club when they made
known that plans have been definitely
completed for a gala dance and social to
be held at the Claridge Hotel in New
York Thursday evening, September 29.

That this Fox Funfest, to which mem-
bers may bring their friends, will be the
outstanding event of the series held dur-
ing the past nine months is already as-
sured, for the information is given that
two contests will be held during the eve-
ning, one for the couple which best
shows itself as dancers and another for
the selection of the most popular girl
within the Fox Films organization. In
addition, there will be a special Surprise
Contest, also presentations to Foxites
for athletic prowess. Music will be by
Harry Kosiner’s Knickerbocker Col-
legians.

The affair is in the nature of a jubila-
tion over the Fox baseball team winning
the motion picture championship and the
Fox tennis team trimming the strong
Pathe team in the inter-club tournament.

Sourbier Chain Grows;
“U” Pushes New Houses
119 in Famous-Canadian

Edward G. Sourbier becomes a leader
among Middlewest exhibitors with the tak-
ing over of the Lyric at Indianapolis. He
owns the Rivoli in Toledo, two others in
construction there, has an interest in eight
smaller houses in Toledo and five in In-
dianapolis, with a total of $5,000,000 in-
vested.

Other theatre developments of the week
are :

Universal is pushing the work on the $1,000,000
Racine (Wis.) theatre and $600,000 Sheboygan
(Wis.), and has reopened the Gladstone at Kan-
sas City. Structural work on the $4,000,000
Loew’s Midland at Kansas City is virtually com-
pleted. . . . The Biscayne Plaza Theatre Co. has
incorporated at Miami Beach, Fla. . . . The Al-
bany has opened at Albany, Ga, . . . Formal
opening of the new Stanley at Baltimore was set
for Friday of this week. . . . W. E. Smith heads
a project for a large theatre and office building
in Columbia, Mo. . . . Joe Thomas is opening a
new house in Jefferson City, Mo. . . . Famous-
Players-Canadian Corp. now operates 119 theatres
in Canada, and B & F is opening the Grover
(suburban) at Toronto.

J. E. Poppowell is planning a theatre at
Anderson, Ind., and representatives of the
Keith interests also have been observing
possible locations there.

Labor Group Opposes

Tax on Tent Shows

(Special to the Herald)

EAST ST. LOUIS, ILL., Sept. 20 —
The Illinois Federation of Labor at its
annual convention held in East St. Louis,
111., last week, adopted a resolution in
which opposition was expressed against
the alleged efforts of motion picture in-
terests to stride dramatic tent shows.

Delegate Dare of the Actors Equity
association told the convention that the
spoken drama never reached some parts
of Illinois except in tents, and that in
some places the tax is high as $300.

September 24, 1927

EXHIBITORS HERALD

37

Hays Conducts
Conference On
Trade Practice

( Continued, from page 19)

tion of the film patents cases, it is ex-
pected that the view of the commission
with regard to certain practices in the
industry will be presented in no uncer-
tain terms.

Within a few weeks, the scene of ac-
tivity will shift from Washington to
New York. It is expected that several
hundred film officials and theatre opera-
tors will attend the conference as on-
lookers with a view to getting at first
hand the sentiment of both the Govern-
ment and the various branches of the
industry with respect to trade practices.
It is probable that the meeting will
have a greater influence upon the indus-
try than anything which has ever tran-
spired heretofore, not excepting color
photography, talking films and other
“revolutionizing” innovations.

Ray art Has Big Cast
for “Wheel of Destiny "

(Special to the Herald)

NEW YORK, Sept. 13. — Rayart Pic-
tures Corporation announces that Duke
Worne has assembled an all-star cast
for the next Rayart picture, “The Wheel
of Destiny.” Georgia Hale, Forrest Stan-
ley, Ernest Hilliard and Benny Hyman
have already been cast. The story was
written by Joseph Anthony and ran
serially in “Farm and Fireside.”

Denison Gets Post

with United Artists

(Special to the Herald)

NEW YORK, Sept. 20. — Earl Denison
has been appointed supervisor of film
service and maintenance, a newly cre-
ated exhibitors’ service department of
United Artists. Denison will establish
in New York a reclamation plant and
film depot to keep prints going to ex-
hibitors in perfect condition.

Fight Film Owner Is

Arraigned in Omaha

( Special to the Herald)

OMAHA, Sept. 20.— Orville A. Eddy,
California film owner, appeared before a
United States commissioner here today and
pleaded guilty to interstate transportation
of pictures showing the Dempsey-Sharkey
fight. Eddy put up $700 bond and was
bound over to the federal grand jury.

Fire Destroys Exhibitors Home

MANCHESTER, N. H. — The residence of
Victor Charas, owner of a motion picture circuit
with houses in three states, was damaged to the
extent of $25,000 by fire while the family was
absent and redecorating was under way.

“Better ’Ole” Is Seen by
Legionnaires on Ships

( Special to the Herald)

NEW YORK, Sept. 20. — Mem-
bers of the American Legion who
went to France to the convention
were entertained on board ship by
showings of Warner Bros.’ “The
Better ’Ole.” The picture was
booked on four liners, the Levia-
than, Republic, President Harding
and President Roosevelt. The
same boats carried other Warner
pictures for screening.

Free Pictures in Park
Hurt Theatre Trade

( Special to the Herald)

HOUSTON, TEX., Sept. 20.—
Orrill O’Reilly, operator of free
motion pictures in the parks of
Houston, has announced that he
will clear $8,000 for the summer
season off concessions that he runs
in connection with the free shows.
O’Reilly operates drink stands in
addition to his show, which makes
the rounds of the parks in a huge
truck, with a demountable screen,
every night of the week. His
pictures are also augmented by
slides advertising various con-
cerns, thereby creating more proSt
for Orrill. Current releases are
used by the park man, and thou-
sands see his shows every week.

The legitimate motion picture
industry in Houston, although tol-
erant of the spirit of philanthropy
that instigates — apparently — the
showing of free pictures, believes
that the latest releases should not
be rented to the park operator by
the exchanges, as they are creating
an insurmountable competition.

Tiffany Secures Many
Contracts for Whole
of Season9 s Product

(Special to the Herald)

NEW YORK, Sept. 20.— Tiffany Pro-
ductions has announced the signing of
many contracts secured for the complete
line-up of 20 features, four Jack London
sea stories and 24 “Color Classic”
planned for production this season.

“King of Sports,” the second of 24
“Color Classics” to be produced by Tif-
fany for this season, has been booked
by the Paramount theatre. New York. It
has also been booked for the Publix
circuit.

Some of these contracts are: The Fay
circuit; Miles circuit; Consolidated cir-
cuit; Harris circuit; Stanley Fabian; the
Modern and Beacon theatres in Boston;
Strand theatre in Battle Creek; Isis
theatre, Denver; American theatre. Salt
Lake City and the Playhouse in Chicago.

6 Theatre Firms Are
Formed in New York

(Special to the Herald)

ALBANY, Sept. 20. — There appears to
be plenty of confidence in New York state
in the future of the motion picture industry.
Last week an even half dozen companies
were incorporated through the secretary of
state’s office at Albany. These companies
included both those erecting theatres as well
as others producing pictures. The six were :
Lyceum Enterprises, Inc., at Monticello,
$10,000 capitalization; International Thea-
tres Development, Inc., $500,000; Diana
Theatres, Inc.; National Reel Corp. ; Public
Safety Pictures, Inc., and Night Produc-
ing Co., capitalization not stated.

B & O Railroad Plans
Centenary Exhibition

(Special to the Herald)

BALTIMORE, Sept. 20. — The Baltimore
and Ohio railroad will hold a centenary
exhibition and pageant commemorating its
100 years of service here beginning Sept. 24
and closing Oct. 8.

Ellinor Vanderveer Dahlia
There’s a dahlia named after Ellinor Vander-
veer, who appears in a number of M-G-M-Hal
Roach comedies.

Fox Copies Hindoo
Architecture in
Two New Theatres

( Special to the Herald)

NEW YORK, Sept. 20.— Sacred build-
ings of India are being copied in the two
new Fox theatres now under construction
on Grand and Washington blvds. in St.
Louis, and on Woodward Ave., in Detroit,
both to be completed in 1928.

Burmese, Hindoo, Persian, Indian and
Chinese features are noted in the details
of these new Fox theatres, but the whole
scheme may be said to be an ultra-modem
American adaptation of the Hindoo tem-
ples. Both are identical in size and each is
said to be the second largest theatre in the
world. Each theatre contains 5042 seats.

A special organ will be installed in the
lobby of each theatre to entertain the
crowds entering and leaving the theatres.
The lobbies are six stories high. Elevators
will run to all balcony levels. “Roxy,” of
radio fame, will have charge of the stage
presentations, which will be circuited from
the Roxy theatre, New York.

George Allison, Fox
Atlanta Manager, Dies
While on Business Trip

( Special to the Herald)

ATLANTA, Sept. 20. — George R. Al-
lison, local manager for Fox, died Sun-
day night while on a business trip at
Valdosta, Ga. Death was caused by an
acute attack of indigestion. During the
winter Allison had suffered a severe at-
tack of influenza and it is believed the
illness weakened his heart. He is sur-
vived by his wife.

Allison was president of the Atlanta
Film Board of Trade and had frequently
held that post. He came to Atlanta
13 years ago. It is expected that intern-
ment will be held in Philadelphia.

Columbia Signs Three
for “Perfect Thirties99

(Special to the Herald)

NEW YORK, Sept. 20. — Columbia Pic-
tures has recently signed George B.
Seitz to direct a production in which
Conway Tearle will be starred. Gibson
Gowland has been signed for an impor-
tant role in one of the company’s spe-
cials, and Reed Howes has been signed
to support Claire Windsor in “Say It
with Sables.”

Soon We’ll Have Radio
Talking Pictures: Harbord

(Special to the Herald)

ST. LOUIS, Sept. 20. — In a
short period of time we are to
have talking motion pictures that
will be broadcast by radio. Turn
a few dials and you’ll see any cur-
rent event and hear it too, if the
prediction of General James C.
Harbord, president of the Radio
Corporation of America, comes
true.

“The Radio Corporation of
America is now making plans to
develop this system of broadcast-
ing talking motion pictures on a
commercial basis,” declared Har-
bord in a speech delivered in St.
Louis recently at a luncheon at-
tended by radio distributors.

38

EXHIBITORS HERALD

September 24, 1927

Exhibitors Herald Production

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly

Directory

Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital

in The Studio.

A Valuable Resume of Production Activities

subject of production.

Chadwick Studio Buster Keaton Studio

STORY

CHIEF

DIRECTOR PLAYERS

BRAND

NAME

STARTING

DATE

“Polly of the
Movies**

Scott Pembroke Gertrude Short
Bob Ellis

Jason Robards

‘‘First Division”

Sept. 10

“The Circus’*

Charles Chaplin

Harry Crocker Charles Chaplin
Merna Kennedy

Studio

United Artists

Jan. 1926

Columbia Pictures Corp.

“The College
Hero’*

Walter Long

Bobby Agnew
Pauline Garon

“Perfect 30”

Aug. 31

Rex Lease

“The Tigress’*

Geo. B. Seitz

Jack Holt
Dorothy Revier

“Perfect 30”

Sept. 16

De Mille Studio

“My Friend

E. M. Hopper

Franklin

Pathe

Sept. 6

from India’’

PanglH)i n

“The Main

W. K. Howard

Vera Reynolds

Pathe

Aug. 9

Event**

“The Leopard

Rupert Julian

All Star

Pathe

Sept. 14

Lady’*

F B 0 Studio

“Little Buck-

Louis King

Buzz Barton

Western

Sept. 8

aroo’’

“Her Summer

James Dugan

Hugh Trevor

“Master Showman

Sept. 16

Hero’*

Duane

Special”

Thompson

Sept. 12

“Red Riders of

Robt. DeLacy

Patsy R. Miller

“Master Showman

Canada’*

Cha±>. Byer

Special”

“Coney Island’’

Ralph Ince

Lois Wilson
Lucila Mendez
Rudolph
Cameron

Gold Bond

Sept. 10

“The Renegade”

Wallace Fox

Bob Steele
Dorothy

Western

Sept. 15

Kitchen

Fine Arts Studio

“Night Life’*

Geo. Archain-

Alice Day

Tiffany Special

Sept. 10

baud

Johnny Ha iron
Eddie Gribbon

First National Studio

“Ain’t She

Marshall Neilan

Colleen Moore

Special

Sept. 13

Sweet’’

Larry Kent

“The Private

A. Korda

Marie Corda

Special

Aug. 5

Life of Helen

Louis Stone

of Troy**

Ricardo Cortez

“The Valley

Charles Brabin

Milton Sills

Special

Aug. 23

of Giants’*

Doris Kenyon

“Shepherd of

A1 Rogell

Alec Francis

Special

Aug. 23

the Hills’*

Mollie O’Day
John Boles

“Man Crazy*’

J. F. Dillon

Dorothy

Mackaill

Jack Mulhall

Showman Group

Aug. 29

“Louisiana”

G. Fitzmaurice

Billie Dove

Special

Aug. 29

“The Gorilla”

A1 Santell

Charles Murray
Fred Kelcy

Special

Aug. 16

“A Texas

Richd. Wallace

Will Rogers

Special

Aug. 22

Steer”

Louise Fazenda
Ann Rork

Fox Studio

“Balaoo”

Richd. Rosso n

Edmund Lowe
Leila Hyams

Special

Sept. 15

“Grandma

Jack Ford

James Hall

Special

July 20

Bernle

Margaret Mann

Learns Her
Letters”

Earle Fox

“Wolf Fangs”

Lou Seiler

“Thunder”
Charles Morton
Caryl Lincoln

Dog Series

Aug. 15

“Ladies Must

Herman

Virginia Valli

Special

Aug. 31

Dress”

Hal Cooley

1 Mwrtnce Gray

“Wildcat Love”

Gene Ford

Tom Mix

Mix-Super-

Sept. 6

Western

Tec- Art Studio

“Bowery Rose”

Bert King

Rosemary

Theby

Pat O'Malley
Gladys Hulette
Ernest Hilliard

Bert King Prod.

Sept. 9

“Ramona”

Edwin Carewe

Delores Del Rio

United Artists

Sept. 3

CHIEF

BRAND

STARTING

STORY

DIRECTOR

PLAYERS

NAME

DATE

“Steamboat

Chas. Riesner

Buster Keaton

United Artiste

July 15

Bill, Jr.”

Metro-Goldwyn-Mayer Studio

“Fires of

Monta Bell

John Gilbert

Aug. 5

Youth”

Jeanne Eagles

“Wyoming”

Van Dyke

Tim McCoy
Dorothy

Western

Aug. 22

Sebastian

“West Point”

Ed. Sedgwick

Wm. Hainefi
Joan Crawford

Special

Aug. 5

“In Old

John Stahl

James Murray

Special

July 28

Kentucky”

Helene Costello

“Baby Mine”

Lew Lipton

Geo. K. Arthur
Karl Dane
Louise Lorraine
Charlotte

Aug. 12

Greenwood

“Dog of War’

’ Stuart Paton

Marceline Day
Ralph Forbes
Bert Roach

Sept. 15

Untitled

H. Beaumont

Ramon Novarro
Renee Adoree

Sept. 14

Metropolitan Studio

“The Terrible

S. Bennett

Allen Ray

Pathe Serial

Sept. 12

People”

Walter Miller

Paramount-Famous-Lasky Corporation

“The Side

John Water

W. C. Fields

Star Attraction

Sept. 6

Show”

Chester Conklin

“The Gay

Greg. LaCava

Richard Dix

Special

Sept. 3

Defender”
“She’s a Sheik

” Ciar. Badger

Bebe Daniels
Richard Alien

Star Attraction

Aug. 24

"The Spotlight” Frank Tuttle

Esther Ralston

Star Attraction

Aug. 31

Neil Hamilton

“Serenade”

H. D'Arrast

Adolph Menjou

Star Attraction

Sept. 12

“Gentlemen

Mai St. Clair

Ruth Taylor

Special

Sept. 14

Prefer

Holmes Herbert

Blondes”

Wm. Austin
Ford Sterling

United Artists

“Sadie

Thompson”

Raoul Walsh

Gloria Swanson

Special

June 29

“Sorrell &
Son”

Herb. Brennon

H. B. Warner
Alice Joyce
Anna Q.

Nilsson

Norman Trevor
Carmel Myers

Special

July 26

“The Garden
of Eden”

Lou. Milestone

Corinne

Griffith

Special

Aug. 1 5

“Drums of
Love”

D. W. Griffith

Mia \ Philbin
Lionel

Barrymore
Don Alvarado

Special

Sept. 12

Universal Pictures Corp.

“Use Your

Fred Newmeyer

Reginald Denny

Universal Jewel

Sept.

6

Feet”

“The Cohens

Wm. Beaudine

George Sidney

Universal Jewel

Sept. 13

& Kellys in

J. Farrell

Paris”

McDonald

Kate Price

Vera Lewis

“Western

Reaves Eason

Hoot Gibson

Universal Jewel

Sept.

9

Suffragette”
“Thanks for the

Wm. A. Seiter

Laura LaPlante

Universal Jewel

Aug.

22

Buggy Ride”

Glenn Tryon

“The Sym-

F. Harmon

Jean Hersholt

Universal Jewel

Aug.

22

phony”

Weight

George Lewis
Marian Nixon

Warner

Brothers

Studio

“The College
Widow”

Archie Mayo

Delores Costello
Wm. Collier,

Jr.

Rin-Tin-Tin

Warner Winner

Aug.

16

“Dog of the

Lederman

Warner Winner

Aug.

29

Regiment”
“Girl from

Ray Enright

Conrad Nagel

Warner Brothers

Sept.

1

Chicago”

Myrna Loy

Special

“Good Time

Michael Curtiz

Warner Oland

Charley”

Helene Costello

Warner Winner

Sept.

6

“The Silver

H. Bretherton

Irene Rich

Warner Winner

Sept.

8

Slave”

September 24, 1927

EXHIBITORS HERALD

39

10 Per Cent Average Holds

In Exhibitor Newspaper Ads

TEN PER CENT continues to represent the exhibitor’s idea of what
proportion of his total newspaper advertising to devote to Short Fea-
tures, according to the latest responses to a questionnaire which “Jay-
see” Jenkins is presenting to theatre owners in the field.

Van Zandt Is
New Controller
Of Educational

Charles Van Zandt is the new treasurer
and controller of Educational, succeeding
the late John W. Toone. Van Zandt was
elected at a special
meeting of the
board of directors
last week.

Van Zandt comes
to Educational
from the presi-
dency of the Rex-
Watson Corpora-
tion, manufactur-
ers, of Canastota,

N. Y., of which he
has been the head
for two years. He
was controller of
the Famous Play-
ers-Lasky Corpo-
ration in 1917 and
1918, occupying this important position at
the time of the consolidation of Paramount
Corporation with Famous Players-Lasky.
Van Zandt left Famous Players-Lasky
early in 1919 to become controller of the
Olonite Company of Passaic, N. J., and
later become general manager of the Wil-
kinson Manufacturing Company of Bing-
hamton before his election to the presi-
dency of the Rex-Watson Corporation.

Eight Reels Added
To Rainbow Series;
New Work Started

Eight reels will be added to the series of
Rainbow Productions being made by the
North American Society of Art at the
Cosmopolitan studio in New York, making
a total of ten two-reel pictures. Work al-
ready has been started on the additional
reels with the expectation of completing
them in a fortnight.

One highlight of the new series is a
night club depicting the interior of a cir-
cus, called “The Club Cirque.” It is fash-
ioned along the lines of an elegant circus,
with hangings in red and white, chairs and
couches in black patent leather and blue
and white checkered satin covers on the
tables. Ben H. Stearns, art director, is re-
sponsible for this setting.

The pony ballet from the Albertina Rasch
school, the entire ballet from Rio Rita, the
George Sisters from Allez-Oop and the
Irwin Twins will act as entertainers in the
night club scene. The company expects to
go on location for new exteriors this week.
Edna Murphy, the star, has postponed the
purchase of her trousseau, while Walter
Tennyson, leading man, was forced to
change his passage for London and sail at
a later date.

H'HIS proportion has held true practi-
-*■ cally from the launching of the ques-
tionnaire in an endeavor of this department
of the Herald to determine just what the
exhibitor thinks is the drawing power of
his Short Features in comparison with the
long feature on his program.

The questionnaire started with exhibitors
met in the Middlewest by “The Herald
Man.” The following list takes in a few
more Nebraska exhibitors and then adds
the first of the theatre owners seen in
Wyoming.

10 PER CENT

J. H. Wilhermsdorf , Harrison, Neb.

G. Bressler, Page Theatre, Page,
Neb.

E. L. Davis, Davis Treatre, Ewing,
Neb.

W. E. Botsford, Palace Theatre,
Long Pine, Neb.

G. F. Botsford, Royal Theatre,
Ainsworth. Neb.

Mrs. Lee Mote, Acme, Riverton,
Wyo.

15 PER CENT

F. J. Lee (By A. L.), Empress,

It seems that “something must have hap-
pened to Ole,” but Viola Richard and
Martha Sleeper, Hal Roach comedy
players, appear to be blissfully igno-
rant of the fact. The tatoo effect may
have come from a scene in the latest
Max Davidson comedy for M-G-M,
“Love ’Em and Beat ’Em.”

Glen rock, Wvo.

20 PER CENT
,/. W. Carver, Cody, Wyo.

It will be noted that the first Wyoming
reports give the advertising for Short Fea-
tures more prominence than the general
average to date in other states.

Paramount Books
Short Features in
Big List of Houses

That Paramount short features rapidly
are piling up an imposing number of book-
ings is evidenced in the latest records of
showings and playdates.

Opening of the Paramount-Christie com-
edy season was reported in Portland, Ore.,
with a Christie comedy playing with “Un-
derworld” at the Broadway, de luxe West
Coast house. Another Christie was booked
at the Million Dollar, Los Angeles, and one
at the Uptown. At Vancouver the Capitol
played Billy Dooley in “Row, Sailor, Row.”

Other first run cities reporting Christie
playdates are the Uptown, Sheas and Pan-
tages in Toronto; Metropolitan in Winni-
peg; Daylight, Saskatoon; Colonial, Port
Arthur; Royal, Fort Williams; Capitol,
chain, Regina; Brandon, Moose Jaw; also
three others in Winnipeg besides the Metro-
politan, the Capitol, Osborne and Lyceum.

The Christie comedies have started play-
ing their regular first runs at Saxe’s Strand
and Merrill in Milwaukee; at the Lisbon
houses in Cincinnati ; the Hippodrone,
Waco, and the Queen, Houston.

San Antonio reports the new Christies
started at the Princess and Majestic,
Austin; the Queen, Galveston, and the
R and R at Laredo.

The Oklahoma City territory reports
the series started at the Criterion, Okla-
homa City, also in Enid, Okla; Chick-
asha, Ada, McAlester, Blackwell, Law-
ton, Hobart, Duncan, Pawhuska and El-
Reno.

Ten Merchants Assist in

Harmonica Playing Tieup

A tieup with the Jonesboro Evening Sun
helped W. L. Mack, manager of the Strand
theatre in that city of Arkansas, to put
over a Juvenile Comedies-Harmonica Play-
ing Contest.

Ten merchants were mentioned in the
advertising campaign of Manager. Mack
and the ten stores decorated their windows
with exploitation material.

40

EXHIBITORS HERALD

September 24, 1927

All Stern Series
Of Comedies to Be
From Cartoonists

All five series of comedies to be made by
Stern Brothers for release through Univer-
sal this season will be made from news-
paper cartoon strips.

Julius Stern, president of the Stern Film
Corporation, points out the new production
policy of the Sterns.

“Our new product, consisting of one Uni-
versal Junior Jewel series of twelve two-
reelers, and four Stern Brothers series of
thirteen two-reelers each, will mark, we
hope, a new epoch in the two-reel comedy
field,” he states. “In production expense it
is characterized by a distinct advance over
anything we ever attempted before.

All Based on Comic Strips

“All of our new comedies are based on
popular newspaper comic strips. All five
series are adapted directly from the work
of internationally known cartoonists. This
is due to our decision that the newspaper
comic strip offers the best material for
screen comedy adaptation yet discovered.

“The greatest advantage of all, however,
is the fact that every newspaper reader
knows our characters.

Cartoon Series Listed

“A leading series, now being released as
a Universal Junior Jewel series, is ‘The
Newlyweds and Their Baby’, taken from
the famous comic strip by George Mc-
Manus.

“The four Stern Brothers series, totaling
to a two-reel comedy for every week in the
year, are as follows: The ‘Let George Do
It’ series, also from a George McManus
comic strip; the ‘Keeping Up With the
Joneses’ series, adapted from Pop Mo-
mand’s comic strip; the ‘Buster Brown’
series, from R. F. Outcault’s comic strip,
and the ‘Mike and Ike, They Look Alike’
series, taken from the strip by Rube Gold-
berg.”

Following is a schedule of releases
through December:

UNIVERSAL JUNIOR JEWEL SERIES.

Sept. 5— -“The Newlyweds’ Troubles,” in “The
Newlyweds and Their Baby” series.

Oct. 3 “The Newlyweds’ Surprise.”

Nov. 7— “The Newlyweds’ Mistake.”

STERN BROTHERS COMEDIES

Aug. 31— “Rushing Business,” “Let George Do
It” series.

Sept. 7— “Keeping in Trim,” “Keeping Up With
the Joneses” series.

Sept. 14 “Buster, Come On,” “Buster Brown”

series.

Sept. 21^— “Dancing Fools,” “Mike and Ike”
series.

Sept. 28— “George Steps Out,” “Let George Do
It” series.

Oct. 5 “Society Breaks,” “Keeping Up With the

Joneses” series.

Oct. 12— “Buster’s Home Life,” “Buster Brown”
series.

Oct. 19— “All For Uncle,” “Mike and Ike”
series.

Oct. .26 “Picking on George,” “Let George Do

It” series.

Nov. 2— “Passing the Joneses,” “Keeping Up
With the Joneses” series.

Nov. 9 “A Disorderly Orderly,” “Let George

Do It” series.

Nov. 16— “Buster, What’s Next?” “Buster
Brown” series.

Nov. 23— “Oh ! Mabel!” “Mike and Ike” series.

Nov. 30— “On Deck,” “Let George Do It”
series.

Dec. 7— “Showing Off,” “Keeping Up With the
Joneses” series.

Dec. 14— “Run Buster,” “Buster Brown” series.

Dec. 21— “There’s a Will,” “Mike and Ike”
series.

Dec. 28— “Model George,” “Let George Do It”
series.

U Film Serialization

Allotted 1,500 Papers

Universal’s serialization of "Blake of
Scotland Yard,” chapter-picture now being
distributed, already has been alloted to 1,-
S00 newspapers. The serialization is in
twelve chapters of 1,200 words each. The
serial is a Junior Jewel.

Fox Shows Volcano Films
of Vanderbilt Expedition

Unusual scenes of the volcanoes on
Galapagos Isles in the South Pacific
appear in the current Fox News reel.
The pictures were obtained by Fox
News from Barclay Warburton, Jr.,
grandson of the late John Wanamaker,
who made them from the deck of the
Vanderbilt Oceanographic Expedition-
ary yacht, Ara. The former Mrs.
Warburton recently was .married in
Paris to W. K. Vanderbilt, Jr.

An account of these volcanoes con-
tained in the report of the William
Beebe expedition records that the
Arcturus was not permitted to sail
near enough for pictures, on account
of the fact that it was a wooden ves-
sel.

The scenes show the heavy gases
belching from the water, while lava
crumbles from the hot cliffs above
and plunges into the broiling sea with
terrific force, causing bomb-like ex-
plosions when it strikes.

RELEASES

WEEK OF SEPTEMBER 18
“Smith’s Pony,” Mack Sennett, Pathe, two ;
“Prowling Around France With Will Rogers,”
Clancy, Pathe, one; Pathe Review, No. 38,
Pathe, one; Topics Of The Day, No. 38, Timely
Films, Pathe, one-third; “Crimson Colors,” Col-
legians, Universal, two ; “Blake Of Scotland
Yard,” Junior Jewels, Universal, two; “Keeping
In Trim,” Stern, Universal, two; “Buster, Come
On,” Stern, Universal, two ; “Dancing Fools,”
Stern, Universal, two; “Newlyweds’ Troubles,**
Junior Jewels, Universal, two; “Oh Teacher,”
Oswald, Universal, two ; “The Scrappin’ Fool,*’
Mustang, Universal, two ; “Danger Ahead,” Mus-
tang, Universal, two; “Newslaff,” No. 2, F B O,
one.

WEEK OF SEPTEMBER 25
“Fox Tales,” Mermaid, Educational, two; “Follies
of Fashion,” Curiosities, Educational, one; “Off
Again,” Cameo, Educational, one; “Peter’s Pan,”
No. 9, F B O, two; “Hawk of the Hills,” No. 5,
Pathe, two; “The Human Fly,” Fables, Pathe,
two-thirds; “Sailors, Beware!” Roach, Pathe,
two; “Pathe Review,” No. 39, Pathe, one;
“Topics of the Day,” No. 39, Timely Films,
Pathe, one-third; “The Winning Five,” Collegians,
Universal, two; “Blake of Scotland Yard,” No. 7,
Junior Jewels, Universal, two ; “George Steps
Out,” Stern, Universal, two ; “Monkey Shines,”
Highbrow, Universal, two ; “The Riding Whirl-
wind,” Mustang, Universal, two ; “The Weaker
Sex,” Record Pictures, Pathe, one.

WEEK OF OCTOBER 2

“Felix the Cat,” Bijou Films, Educational, one;
“She’s a Boy,” Juvenile, Educational, two ;
“Argentina,” Varieties, Fox, one; “Her Blue Black
Eyes,” Imperial, Fox, two; “The Beloved Rouge,”
No. 10, FBO, two; “Micky’s Pals,” No. 2,
“Mickey McGuire,” FBO, two; “Hawk of the
Hills,” No. 6, Pathe, two; “The River of Doubt,”
Fables, Pathe, two-thirds; “A Gold Digger of
Weepah,” Mack Sennett, Pathe, two; “Outwitting,
Time,” Grantland, Pathe, one; “Pathe Review,”
No. 40, Pathe, one; “Topics of the Day,” No.
40, Timely Films, Pathe, one-third; “Blake of
Scotland Yard,” No. 8; Junior Jewels, Universal,
two ; “Society Breaks,” Stern, Universal, two ;
“Newlywed’s Surprise,” Junior Jewels, Universal,
two ; “The Mechanical Cow,” Oswald, Universal,
two; “On Special Duty,” Mustang, Universal, two.

Lindbergh9 s Visit to

Seattle Helps Business

(Special to the Herald)

SEATTLE, Sept. 20. — When Col. Charles
A. Lindberg visited the city last week,
many of the theatres used a large portion
of their space for comments on the avia-
tor, and big business for the theatres was
the rule.

The Fox-Case Movietone made a big hit
with audiences at the Liberty theatre in its
initial showing in the city, it being espe-
cially appropriate for the week, since it
showed Lindbergh’s reception in Washing-
ton.

NEWSPICTURES

PATHE NEWS NO. 74 — “Old Glory” leaves Old

Orchard, Me., on flight for Rome Shanghai

holds night festival Former-President Taft

spends vacation at point Au Pic, Quebec, Canada.
INTERNATIONAL NEWSREEL NO. 74 — Dempsey
and Tunney at training camps at Chicago speed
training for great bout — Famous theatre folk at
Glen Cove, L. I., N. Y., mourn at funeral of
Marcus Loew— Beauties at Atlantic City beauty
pageant pass before judges.

INTERNATIONAL NEWSREEL NO. 75 — Lois Ela-
nor Delander, Joliet, 111., wins Atlantic City
Beauty contest— Thirty-five thousand cheer at
Meadowbrook club, L. I., N. Y., as Yankee polo
team defeats British.

PARAMOUNT NEWS NO. 13 — Auto climbers risk
necks in race up Pike’s Peak— Student officers at
West Point honor Lafayette — Marne day— “Old
Glory” hops off on tragic flight for Rome.

PARAMOUNT NEWS NO. 14 Lois Delander of

Joliet, 111., is crowned “Miss America” at At-
lantic City beauty pageant — Balloons from eight
nations float off from Detroit in annual Gordon
Bennett race— American Legion men board
Leviathan at New York for Paris convention.

M-G-M NEWS NO. 7— Motorboats at Detroit race
for speed title— Helen Filkey of Illinois sets
new pace in hurdle race at Eureka, Cal., in na-
tional contest— Chicago welcomes Tunney on ar-
rival in city.

M-G-M NEWS NO. 8 — Hundreds of notables gather
at Glen Cove, L. I., N. Y., to give last tribute
to Marcus Loew— Nation’s prettiest girls compete
in Atlantic City beauty contest Tilden at Ger-

mantown, Pa., wins first Davis Cup match from
Henri Cochet.

M-G-M NEWS NO. 9 — Lois Delander of Joliet, 111.,
wins annual Atlantic City beauty contest— Ameri-
can polo stars at Meadowbrook, L. I., N. Y.,
swamp British team— Last of second A. E. F.
sail on Leviathan from New York to Paris.

FOX NEWS NO. 99 Tunney and Dempsey open

fight camps in Chicago— Helen Filkey at Eureka,
Cal., wins hurdle race in national contest— The
round-the-world flyers inspect London from hotel
roof.

FOX NEWS NO. 100— Tunney in Chicago training

camp trains for fight Patrick Taylor jumps off

Niagara bridge and lives Nation’s beauties com-

pete in annual Atlantic City beauty contest.

FOX NEWS NO. 101 — Rene Lacoste of France de-
feats Tilden at Germantown, Pa., in Davis Cup
tennis match— American polo team at Meadow-
brook, L. -I., N. Y., defeats British team— Bal-
loons from eight nations float off from Detroit
in Gordon Bennett balloon race.

KINOGRAMS NO. 5325 — Boats at Detroit hit
breakneck speed for 150 miles in race— Nation’s
beauties parade at Atlantic City annual beauty

contest Tunney at Chicago training quarters

trains for fight

KINOGRAMS NO. 5326— American polo team at
Meadowbrook, L. I., N. Y., defeats British team
—Lois Delander of Joliet, 111., wins annual At-
lantic City bathing beauty contest— Balloons
float off from Detroit in annual Gordon Bennett
race.

Testimonial Dinner Given
S. H. McKean, Assignment
Editor, Paramount News

A testimonial dinner to Sidney H.
McKean, assignment editor of Para-
mount News, was given by the New
York City staff last week at Joe Leni’s
restaurant.

Among those who gathered to do him
honor were: Lou Diamond, David Suss-
man, Stanley Waite, Albert Richard,
Gene Laroche, C. T. Chapman, Les
Roush, Emmanuel Cohen, Sidney Cohen,
Fred Sykes, Ludvig Geiskop, Bill Park,
Jake Coolidge, Robert Denton, Williard
Vanderveer, Urvine Santone, Bill Clark,
Douglas Dupont, Arnold Belcher, Henry
De Siena, Bill Kuntz, G. Bartone, Ed
Nagle, Ray Fernstrom, Frank Fox, W.
F. Gerecke, Harry Cuthbertson, Stephen
Early, Edmund Bascomb, Carl Wallen,
Miles Gibbons and Harold J. Flavin.

Harry Tugander, member of the traf-
fic department of Paramount News, has
been promoted by Emanuel Cohen, edi-
tor of Paramount News, to the position
of cameraman on the staff. Mr. Tugan-
der will operate out of the New York
headquarters. The addition of Mr. Tu-
gander gives Mr. Cohen a total of 21
cameramen covering the news in New
York City and the surrounding territory.

September 24, 1927

EXHIBITORS HERALD

41

PRESENTATION ACTS

Capitol Adopting Stage Bandshow

Plot Becomes
Vital Element
in Bandshows

Adds to Drawing Power of This
Type of Stage Show
Policy

In order for stage bandshows to be-
come recognized as a standard form of
amusement, it is very necessary that fu-
ture productions be carried out on the
basis of musical comedy. — By that we
mean that a plot must be injected in
the presentation and that certain lead-
ing players must be called upon to carry
through the necessary lines that will
keep continuity from beginning to end
of the entertainment.

When this form of entertainment was
first introduced to Chicago, it was a
novelty from many standpoints; first be-
cause an entire band appeared on the
stage, visible to the audience throughout
their entire selections; secondly because
the band leader possessed personality
and was capable to do something else
besides weilding a baton, and last but
not the least were the special acts who
offered their entire routine in front of
the band, thereby giving each speciality
the surrounding and finishing touch of a
miniature musical production.

Interest Must Be Sustained

Now that all these things have been
accomplished and have become success-
ful in hundreds of deluxe picture the-
atres, it is necessary to combine some-
thing in these presentations that will
hold the interest not only temporarily
but for an indefinite period, and by that
we mean that in order to keep a steady
flow of patrons coming into your the-
atres, you must give them good enter-
tainment first, last and always.

One way that interest can be kept in
stage bandshows is for the producers to
surround the production with capable
artists who not only sing and dance but
those who are also capable of talking
clearly and intelligently such as some
musical comedy people are called upon
to do. In this manner when a show is
staged, a plot can be given to it and
instead of seeing a bandshow each week
with the usual “dancers” and “singers”
a little playlet is offered with specialties
intermingled and in this manner you are
not only offering your people some-
thing with a theme but you are also
furnishing them the best of talent and
practically the same type of amusement
at the popular price as the musical
shows now offer at $2 and $4 top.

The more miniature musical comedy

( Continued on page 42)

One of the most popular men in Chicago
theatrical circles, and most liked character in the
music publishing business was the late Jacob B.
Kalver, who passed away on September 13 at
Mayo Brothers Hospital in Rochester from a major
operation.

Mr. Kalver was born in Fort Wayne, Ind., 47
years ago and has spent most of his life here and
in New York. 25 years of it has been spent in
the music business, and at the time of his death
ho was associated with the Leo Feist firm as
Chicago supervisor of leaders and organists. Be-
fore that time he was with the Irving Berlin
Company for over a year and 20 years as manager
of the Jerome H. Remick Company. Throughout
the country Kalver was known as the organists’
friend, and although he had befriended many
others in other walks of life he was more or less
looked upon by professional people as their
benefactor.

Services were held last Friday morning at
Furth’s Chapel, on 47th and Ellis Avenue, Chi-
cago, where every leading band conductor and
organist in Chicago paid tribute to his last
earthly rites. The services were officiated by
Doctor Mann, a well known Rabbi and the re-
mains were buried at Mount Mayriv.

The pall bearers were as follows: John Bala-
ban, of Balaban and Katz, a life long friend,
William Hollander, director of publicity and
advertising for B & K, Paul Ash, the well known
band leader, H. Leopold Spitalncy, musical con-
ductor of the Chicago theatre, George Pincus,
assistant to the late Kalver, and Chester Cohn of
the Feist Chicago office. Presentation artists and
stage producers, besides many well to do business
men of other walks of life were among the
hundreds that mourned the loss of Jake Kalver.

Besides a wife and two sons, the deceased left
a brother, his parents and several near relatives.

Phil Kornheiser, manager of the Feist New York
office, and all their branch managers were also
present for the services and funeral. In addition
all other music publishers and their representa-
tives paid tribute to the music official.

Supplements
Regular Bill
at Big House

Other Theatres Throughout the
Country Adding “Ash”
Policy to Programs
By A. RAYMOND GALLO

The Capitol, up to a few months
ago known as the world’s largest
theatre, located at Broadway and
51st street, New York, announces a
new policy of elaborate stage pres-
entations in conjunction with their
photoplays.

In addition to the beautiful pro-
logues and stage entertainments which
up to the opening of the Roxy this
theatre has led all others in the field
of classical stage entertainment, will
now present a new type of supple-
mentary amusement which will be sup-
plied in the form of stage bandshows
done on a similar basis as all other
presentation houses now offer.

The new type of entertainment is better
known as the “Paul Ash policy” and will
not deviate from the present form of high
class prologues or overtures which are now
part of the program in conjunction with
the photoplays here.

Units Will Be Separate

In fact, both will be offered as separate
units with a distinct cast of artists both
staged and costumed with the best equip-
ment and talent that this theatre can sup-
ply.

On the opening program of the new
stage bandshow policy will appear such
well known stars as Pat Rooney, Marian
Bent and many others, well known in the
musical comedy and vaudeville field. Ma-
jor Edward Bowes, managing director of
the Capitol will still supervise the produc-
tions. A ballet of a number of Chester
Hale Girls will also take part in these pres-
entation shows in addition to the Capitol
Singing Ensemble. At present David Men-
doza is conducting the Grand Orchestra,
and from all indications will continue in
the orchestra pit while some popular band
leader will be selected to direct the band-
shows.

Policy Adopted by Virginia

Among the many new openings of stage
bandshow policies is the Virginia theatre,
Champaign, 111., which recently underwent
extensive alterations and opened on Sep-
( Continued on page 42)

42

EXHIBITORS HERALD

September 24, 1927

MORE BANDSHOWS

( Continued from page 41)

tember 15 with a “Paul Ash policy,” fea-
turing Verne Ricketts as the band leader.
A. N. Gonsior is the managing director
who supervises the productions with Sam
Bramson booker of the shows. Harry
Husbands has been selected as the solo or-
ganist.

This theatre is located in a college town
and will present a split week policy of fea-
ture pictures and bandshows all year
around.

Two other neighborhood theatres that re-
cently launched a bandshow policy, are the
Belpark and Windsor theatres of Chicago,
both Lubiner & Trinz houses. The theatres
inaugurated the policy on September 18 as
a split week arrangement with George Senn
doing the “Paul Ash” at the Belpark and
Cecil Davidson at the Windsor.

Two more Lubiner & Trinz theatres in-
stalled an augumented stage bandshow
policy this week. They are the North Cen-
ter and Pantheon, both Chicago houses.
The new Terminal theatre, an Ascher
Brothers’ house, will revive the bandshow
policy next week with Don Traniger as the
band leader.

Many other smaller theatres are expect-
ing to install this policy this fall, not only
in Chicago but throughout the country, and
reports on same prove that the policy is a
very successful one, both from the enter-
tainment standpoint as well as financially.

PLOT NEEDED

( Continued from page 41)

offered in deluxe picture houses the
more the audience will flock to your the-
atre and the longer presentation will live

in your theatres. This has been more
or less tried in a few houses in the last
year or so and a great many more are
now on the verge of trying it out and
just as a matter of suggestion and ad-
vice we highly recommend this idea for
the future salvation of the stage band-
shows as a box-office attraction. The
idea is worth your giving it the once
over and if there is one now being done
near you, it would pay to make a visit
to that theatre.

New Policy Offers
Plenty for Your
Cash

The Isis theatre, one of the Horwitz
houses in Houston, Tex., which was re-
cently damaged by fire, opened Sunday
night with its premier stock performance,
presented by the R. Frank Norton Stock
Company. A feature picture, a stagehand,
and “vaudations,” a new type of stage
musical entertainment, are included in the
Isis’ schedule each show.

According to Will Horwitz, there will be
two shows daily, with the spoken drama
being augmented at each performance by
the additional features of entertainment.

It is considered in Houston one of the
outstanding events of the year, as stock
and picture entertainment has not hereto-
fore been combined in this part of the
country, and Horwitz is embarking on an
enterprise which may revolutionize the
policy of stock companies in Texas.

The much vaunted “vaudations,” by the
way, is nothing but the now popular stage-
band type of entertainment, with spot and
front acts made up from the stock com-
pany, altogether pleasing, especially when
the dramatic play is heavy. The only
thing that Horwitz will have to watch will
be his schedules, for with present plan, his
show at the Isis will prove to be too
lengthy, with legit, pictures, band and
spot acts.

Prices are 25c, 35c and 50c.

TED LEARY

“The Versatile Master of Ceremonies”

Now Plaving His 2750th Performance

STRATFORD THEATRE, CHICAGO

(A COONEY BROS. HOUSE)

ILOMAY BAILEY

“The Golden Voiced Prima Donna”

Just Completed 20 WEEKS for B & K and L & T Chicago Theatres
Soon to Open a MONTH’S Engagement at the WISCONSIN Theatre,
MILWAUKEE Direction PAUL ASH

j°e BROWN and BAILEY stan

“Two Boys in Blue”

A Deluxe Act for Deluxe Houses

Featured in “ICELAND FROLICS”

A Publix Stage Bandshow

Direction — Arthur Spizzi and Phil Tyrrell

PEGGY

ROSS

CHAMBERLIN and HIMES

(Positively the World’ s Worst Apache Dancers)

Just Signed with Florenz Ziegfeld
for his new “ZIEGFELD FOLLIES of 1927”
Production Representative — Leo Fitzgerald

HELLO EVERYBODY!

This is not the title of a song but just
greetings from a new contributor. I sincerely
hope you will (ill find my little column
worth while.

if * #

FIVE BEST SELLERS

Week Ending September 10

“What Do We Do on a Dew,

Dewey Day” (Irving Berlin, Inc.)

“Me and My Shadow” (Irving Ber-
lin, Inc.)

“At Sundown” (Leo Feist, Inc.)

“Just Once Again” (Leo Feist, Inc.)
“Just Another Day Wasted Away ”
(Shapiro-B ernstein Co.)

if if if

DANCING TAMBOURINE — (Harms Inc.) —
Here is a very distinctive song, in a class with
“Dardanella.” It’s a dream about a girl in a
Tambourine.

AFTER I’VE CALLED YOU SWEETHEART—
(Milton Weil) — Fox trot. A simple but at the
same time a very appealing melody. You would
enjoy hearing this number more than once.

if if ❖

NOTHING — (Shapiro-Bernstein)— A great little
tune with a cute lyric. A great number, Lou
Handman never wrote a bad one.

# * #

I'D LOVE TO BE A BABY ONCE AGAIN—

(Larry Conley, Inc.) — Fox trot ballad with a
smooth flowing melody and a beautiful jyrie.
Lots of sentiment.

# * *

ARE YOU HAPPY— (Ager. Yellen & Born-
stein) — This is the type of song that very seldom
does not become a hit. It’s a fox trot ballad by
the writers of “Forgive Me.”

* * *

IT WAS ONLY A SUN SHOWER— (Waterson,
Berlin & Snyder) — Another song about “Though
You’re Sad Today, Tomorrow You’ll Be Gay.” A
fox trot with a marvelous tune and lyric. Should
be a big hit.

* * *

THERE’S A CRADLE IN CAROLINE— (Water-
son, Berlin & Snyder) — This is probably the beet
Dixie song written in several months. Looks like
a fast one.

« # *

GIVE ME A NIGHT IN JUNE— (Jerome H.
Remiek & Co.) — This tune is reminiscent of the
title, is a fox trot, has a tantalizing melody.

* <■ *

LONLEY MELODY— (Spier & Coslow)— This
number is an adaption from the “Romance" by
Gruenfeld. If you liked “One Summer Night”
you certainly will like this one.

* * $

CHARMAINE — (Sherman Clay) — The love theme
from the picture “What Price Glory.” A rather
quaint and haunting tune with a French flavor.
Very pretty.

* if if

MISTER AEROPLANE MAN TAKE ME UP
TO HEAVEN— (Irving Berlin, Inc.) — The first
song of this type since “Just a Baby’s Prayer
at Twilight” — descriptive ballad.

* * *

DAWNING — (Irving Beilin, Inc.) — One of the
best melodies of the season — a slow syncopated
fox trot number.

# * #

MISS ANNABELLE LEE — (Irving Berlin, Inc.)
— A hot tune — a very clever lyric on the style
of “Yes Sir That’s My Baby.”

* # .

WIDE OPEN SPACES— (Sherman Clay)— A
new kind of ballad. Written by Byron Gay, Rich-
ard Whiting and Paul Whiteman. Enough said.

* *

WHEN THE MORNING GLORIES WAKE UP
IN THE MORNING — (Milton Weil)— Here is a
hit song from hit writers. Billy Rose wrote it, nuff
sed.

* » # *

P. S. — Hope you like the list.

SIDNEY BERMAN.

September 24, 1927

EXHIBITORS HERALD

43

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: At the

suggestion of Mr. Burke, Colorado district manager
for Publix Theatres Corporation, we are sending
an article which we hope you can use in the
"Organ Solos” column.

Johnny Winters (Pueblo, Colorado) presented a
solo, “Ask Me Another,” that proved a great hit.
In this decade, when a person delights in getting
one over on his neighbor, the organist found great
sport in “kidding” his audience with questions
and answers, and they liked it to a “T.” Some of
the songs included were “Dawn of Tomorrow,”
“Nesting Time” and “Under the Moon.”

Thanking you kindly for the favor, and hoping
that you will be able to add these notes to your
HERALD from time to time, I am, sincerely
yours. — C. CLARE WOODS, manager, Colorado
theatre, Pueblo, Col.

PRESENTATION ACTS— To the Editor: Reply-
ing to your letter of August 23, I have as yet not
received the copy of your paper which you stated
you were sending me. I shall be glad to look
over same and send you my subscription upon
receipt of the sample copy and maybe I can give
you some advertising. I have augmented my band
here in the Regent theatre to fourteen men.
The Union has admitted me as a local member
and we are going to start broadcasting for the
commercial radio station. WGHP, on Friday night.
October 7, from 7 p. m. to 10 p. m., during
which time the Atwater Kent radio hour will be
a feature and Mary Lewis, the prima donna, Louis
Calabreese, my banjo and trumpet soloist, Johnnie
Morris and his vocal trio, Ernie Warren, my
saxophone soloist will be with us on the program.
My Lido Venice band which played at Palm Beach
last year will open at the exclusive Blosson Heath
roadhouse in this city on next Sunday and they
are following Frank Cornwall and his orchestra
who closed there Saturday night. Furthermore, I
have made a deal to double into Detroit’s only
first class cafe, the Oriole Terrace, beginning
there with their reopening October 1 and it is
my expectation to broadcast from that cafe about
two or three times weekly over radio station,
WGHP. It really looks like a tie-up for me here
in Detroit this winter as there seems to be a
call for a new orchestra impresario in this city
just at this psychological moment. With kindest
regards. — PAUL L. SPECHT, 1585 Broadway, New
York.

PRESENTATION ACTS— To the Editor: Notice
in your magazine the kind offer of assistance in
the staging of presentation programs. We expect
to enter into this policy on a small scale at the
Hippodrome theatre, Newport, Ky., starting Sun-
day, September 18. Our intentions are to feature
a stage orchestra and to use a presentation act
of two or three people, in connection with the
band. I should certainly appreciate your giving
me any information along this line — the proper
launching of same and the assistance necessary
to booking good material. — RAYMOND G.
FRANKEL, Temple theatre, Newport, Ky.

PRESENTATION ACTS— To the Editor: The

ad was lovely and we want to thank you for
your kind attention to it and the lovely write-ups.
In the meantime, will you see that Mr. Max
Turner’s name gets into the next edition of our
ad? Please. We did not notice the omission and
he has been very lovely to us. By the way, the
publicity hound here has had a beautiful parasol
made for Ginger with Dempsey’6 picture on it.
Will send you a print when we get them. Make
a good cut for your news section. — Best wishes. — -
GINGER & LULA ROGERS, Omaha, Neb.

Koch on WHO

Herbert Koch, organist at the Capitol theatre,
Des Moines, has been broadcasting by remote
control over WHO for the past week, using the
new organ in the new Shrine temple. So popular
have his morning concerts become that he will
continue during the present week.

STAGE SHOWS

Champaign Virginia

Week Ending September 17

This marks the inaugural fall season opening
of the new band policy here under the leadership
of Verne Ricketts. Sohpie Tilden and many others
were featured. Harry Husbands the house or-
ganist featured a college solo. The stage show
ran as follows:

Opening: With organist flashing lyrics spe-

cially written to introduce Ricketts, all played to
the tunes of “No Wonder I’m Happy,” “Gorgeous”
and “Hello Cutie.”

After this the stage band made its appearance
on a new moving stage here which was a decided
novelty for this house. The specialty acts on the
bill consisted of Bernice and Emily, who are
otherwise known as Peanuts and Popcorn, with
their acrobatic routine, the Five Trojans, a col-
legiate hamony quintet dressed in Blazer coats
and white trousers and Sophie Tilden, a cute lit-
tle girl Blues singer. The outstanding hit of
this show was Peanuts and Popcorn.

Verne Ricketts made an instant hit with this
audience for his versitality as an entertainer and
a musician, when he offered several specialties on
his saxophone and clarinet and accordian, which
were offered during a band arrangement of “Zulu
Weil.”

Finale: A special band arrangement of “Hal-
lejuha” was well played and the applause for this
number continued well into the picture.

Observation : It looks like the new policy is

here to stay, judging from the stand-out crowd
who tried to get in for the opening bill.

St. Louis Missouri

Week Ending September 16

Jimmie Hodges laughed, talked and clowned as
master of ceremonies of the stageshow. The Mis-
souri Ensemble also had a prominent part in the
program.

Leonid Leonardi directed the orchestra in the
overture and popular numbers.

Detroit Michigan

Week Ending September 10

Lou Kosloff appeared here this week as the
presiding genius of an elaborate and eye-filling
show, “Ban jomania,” succeeding in an admirable
manner. Not only does he indulge in extempo-
raneous banter, but introduces the performers
with apparent ease.

Opening: “Hello, Lou,” played by the synco-
pators and sung while the chief entertainer is
preparing to make his entrance with violin. At
the rear is a large drop with numerous banjos
painted at various angles. When the band pauses,
out comes Lou and proceeds to demonstrate his
remarkable ability as leader.

“So Blue,” running into violin solo by Kosloff,
was the big hit of the occasion. White and Man-
ning, two eccentric dancers, also stopped the
entertainment and four banjo players came on
at intervals.

Overture: “Merry Wives of Windsor,” with

Eduard Werner and the Michigan Symphony. ,

Omaha Riviera

Week Ending September 16

“Toyland” was the presentation show at the
Riviera during the week, the youthful appeal
probably having something to do with the open-
ing of school. A1 Evans, in addition to his stage-
band, offering Ginger Rogers, Caffery and Miller,
Frank Hamilton, Milzi Mayfair, Johnny Dove and
the Marie Kelly dancers.

The week’s picture was “Hard Boiled Haggerty”
and the organ specialty was a novelty, “Please
Tell Me What To Do.”

Amid a toyland setting, tiny Mitzi Mayfair
danced and “contorted” and in either role she was
good. Dances of another kind were done by
Johnny Dove — on roller skates. Caffery and Miller
contributed additional dances and the Marie Kelly
Girls completed an excellent program of footwork.

In the singing line “Ginger” Rogers was at the
top of the list. Among her songs were “Follow-
ing You Around” and “He Don’t Wanna.” Frank
Hamilton made almost as much of a hit, particu-
larly with his stammering song.

OUT OF TOWN MANAGERS!

Get in Touch with SAM HERMAN
For Your NOVELTY NIGHTS!

SAM HERMAN ROOM 1001

NEW IDEAS WOODS THEATRE BLDG., CHICAGO

RUTH MARIE MARCOTTE

“Presentation Prima Donna”

Coloratura Soprano Singing Classical and Popular Ballads
Now at the UPTOWN Theatre, TORONTO, Ontario, CANADA

AL and LOUISE WALKER

THE TEAM WITH THE EDUCATED FEET
FOR DELUXE PRESENTATION THEATRES
Featured in “PATCHES of JOY”

A Publix Stage Bandshow

Direction — William Morris Agency

W. REMINGTON WELCH

SOLO ORGANIST

THIRD YEAR AT THE

TIFFIN THEATRE CHICAGO

44

EXHIBITORS HERALD

Chicago Windsor

Week Ending September 18

Another L. & T. house which just inaugurated
a bandshow policy. Cecil Davidson is band leader
here. The first stage program ran as follows:

Opening: Curtain rises to full stage setting as
band plays “Just Once Again,” after which
Cecil Davidson makes his entrance and after a
short introduction goes into a band arrangement
of “It All Depends on You,” with the boys sing-
ing special words written for the occasion.

After this number Dave Tiney is introduced in
a comedy dance on skating style. He was fol-
lowed by Irving Fields who sang “Waiting for the
Rainbow” and “I Haven’t Told Her,” all done
in good style.

Cecil Davidson next played a violin solo of
“Enchantment,” to which the orchestra accom-
panied him in a second chorus. After a fine re-
ception, they were followed by Doris Rue who
sang “Gorgeous” and “He’s the Last Word.”
This young lady has a fine voice and a good per-
sonality that ought to take well in better presen-
tation houses. As an encore she offered “Kinka-
jou” dance routine recently done in the “Follies.”

The Dean Brothers were the last artists on the
bill and offered a series of eccentric steps which
registered fair.

The closing band number was “Dewey Days,”
which was well played by Davidson and his seven
jazz Troubadours.

Kansas City Mainstreet

Week Ending September 16

Because of an unusually long picture the stage
program at the Mainstreet was reduced to three
acts this week instead of the usual five or six.
Walter Davison and His Louisville Loons played
their twelfth consecutive week as the orchestral
attraction, rendering popular selections as the
overture and being featured in conjunction with
each act.

Leff and Demarest Sisters and Company were
seen in a musical revue, titled “A Classy Revue.”
Forsythe and Kelly offered a 6ketch titled, “Get-
ting a License,” while Harry Garland combined
his voice and humor in a skit titled "Songs and
Wit.”

Indianapolis Indiana

Week Ending September 16

The Indiana ushered in its new policy of Sat-
urday openings the first of the week with a
musical treat — the homecoming performance of
Charlie Davis and his talented jazz artists, sur-
rounded by a Publix cast of exceptional enter-
taining ability.

That Davis and His Band, augmented this
season, have lost none of their old popularity
with local patrons, was demonstrated by the en-
thusiastic reception at the opening programs.
The supporting acts are far more lavish than any
the local director has had in the past, constitut-
ing a first-class miniature revue. They are
grouped under the Publix title “Orange Blos-
soms.”

There is a pleasing variety ranging from the
classical singing of Eugene Cibelli and Dorothy
Neville, an engaging singer formerly with the
Greenwich Village Follies, to the popular guitar
tunes of Earl and Bell and the rough and tumble
comedy of clever Dezso Retter. There is a chorus
of comely girls and the stage setting has been de-
vised by Frank Cambria.

Dick Powell, an old local favorite, is the solo-
ist with the Davis orchestra. It features this
week the hit "Hallelujah” from the New York
stage success, “Hit the Deck.” This and other
numbers are played so well local audiences for-
get the season has closed for visiting jazz bands
of national prominence.

Brooklyn Mark Strand

Week Ending September 16

Art Landry and his group of 14 harmonists
moved their instruments back after a week’s
vacation, and held the center of the spot in Ed-
ward L. Hyman’s revue, “Syncopation a la Carte.”
This was the biggest of three presentations, the
others being the Overture, “Marche Slave”
(Tschaikowsky), played by Famed Mark Strand
Orchestra, and first appearance here of Lee
Morse, Columbia record artist.

Edward L. Hyman provided special lighting
harmonies and effects for the Overture, which
opened each of the deluxe shows. Five of the
Landry Boys sat in the pit for this, making the

LEONARD SMITH

Featured Organist at the

“Playhouse of the World ”

AVALON THEATRE CHICAGO

MAXINE HAMILTON

THE LITTLE BLUES SYNCOPATRESS WHO
ALSO DANCES HER WAY INTO YOUR HEARTS

Just Completed Second Tour of B & K
Now Appearing for Lubliner & Trinz Again
Direction — Phil Tyrrell and Max Turner

CHARLES IRWIN

“Deluxe Master of Ceremonies”

For Deluxe Picture Theatres
Now Touring PUBLIX THEATRES

As Featured Entertainer

September 24, 1927

Famed Mark Strand Orchestra 40 pieces instead
of the usual 35. Willy Stahl conducting earned
a broadside of appreciation at the finish.

Lee Morse, billed as the International Record-
ing Star and Southern Aristocrat of Song, ap-
peared on the apron of the orchestra stage, in
order to be close to her customers. Bob Downey
accompanied her on the piano as this unique
singer went through five numbers that hit the
popular chord. Her first time here — looks like
6he can come back again.

Following the Topical Review came the “Syn-
copation a la Carte,” in full stage. Opened
with “You Don’t Like It, Not Much” by Landry
Orchestra, and then Jack North in comedy songs
— own accompaniment on banjo. North then
introduced Cy Landry, eccentric dancer, who
stopped the show. Next was a group of Victor
Herbert numbers by the orchestra with "Gypsy
Love Song” sung by Walter Smith, basso, and
“Kiss Me Again” sung by Eldora Stamford, so-
prano. As encore orchestra played “Song of
Love” from “Blossom Time.”

Milton Sills in "Hardboiled Haggerty” was the
photoplay.

Chicago Piccadilly

Week Ending September 10

Norman Stepp and his boys presented a rather
entertaining stageshow this week which featured
Alvrado and Jean. The offering ran as follows:

Opening: Norman Stepp conducting a band

arrangement of “Baby Feet,” with a vocal solo
rendered by Jack Higgins.

The first artist introduced was Ruth Deihl, a
youngster who offered singing and dancing that
was well received. She was followed by Elvrado
and Jean in a Spanish dance which was very
picturesque. This act has been playing local cafes
recently and has much class in its routine.

Conninx, one of the boys, sings “Moon River”
and was compelled to take an encore. He is fol-
lowed by Lillian Leonard singing “The Cakewalk
Blues” to which she also does a few steps to a
fair hand.

The next band number was an arrangement of
a classic called “Copenhagen” and was well played
and liked.

Betty Davis, held over from last week, offered
her gypsy song and again won a good hand.

Ruth Diehl came out again this time singing
“Me and My Shadow,” to which tune she also
did an acrobatic dance.

McElroy, the drummer, came in for a bit of
impersonation here, doing “When My Baby Smiles
at Me” and “Sleep, Sleep” like Ted Lewis.

He was followed by Alvrado and Jean again,
this time doing the Apache which is the best
thing the team does.

Finale: Was a band arrangement of “Parade
of the Wooden Soldiers,” with Lillian Leonard
dressed as a soldier posed on center of level plat-
form as curtain drops.

Kansas City Newman

Week Ending September 16

Jules Buffano continued as master of cere-
monies and leader of His Newman Merry Makers
at the Newman this week in a stage program
titled “Montmartre.” The Merry Makers ren-
dered popular selections as an overture.

Jack Born and Gene Lawrence are seen in
comic song and dance numbers, while Irene Tay-
lor confines herself to vocal numbers. Ann and
Jean take a couple of turns on the stage with
their ballet dancing. Billy Randall is seen in
vocal numbers, while the girls from Montmartre
are given frequent turns on the stage.

MASON

“AMERICA'S
SWEETEST
SINGING-
BLACKFACE
COMEDIAN"

Now Playing

B & K AND
L & T
THEATRES

Direction Wm. Morris Agency

TYLER

EXHIBITORS HERALD

45

September 24, 1927

Chicago Belpark

Week Ending September 18

This is a Lubliner and Trintz house, one of the
recent ones that the firm opened and a bandshow
policy just went into effect, with George Senn and
his campus syncopators featured. Here is the
opening program:

Opening: George Senn and the band on the

stage playing “Love and Kisses/* with a vocal
chorus sung by George Senn, after a fine recep-
tion he announces George Ward, formerly member
of “Our Gang Comedies,” who goes into a routine
of fast changes of costumes, opening first as a
bellhop then into a satin tuxedo and closing with
evening suit in which he does some clever step-
ping.

A young girl announced as Jue Sotai, who ap-
peared to be a Chinese girl, was brought on to
sing “Me and My Shadow” and “Crazy Words,”
as encore she sang “Crazy Words” in her native
tongue.

A band arrangement followed next of “Dewey
Days” with the band boys singing the chorus.

Hutchins and Holloway followed with harmonica
harmony proving that each was an expert at
playing the harmonica.

Markell and Faun were the next to closing act
and again presented their clever comedy dances
which have been reported in these columns before
many times.

Finale: A band arrangement of “Miss Anna-
bclle Lee,” which George Senn and his boys played
in hot style.

Observation: The policy was well liked here

and should go big, for this is a community theatre
and the only one for miles.

New York Strand

Week Ending September 23

“Cavalleria Rusticana” as an overture by the
Mark Strand Symphony Orchestra, with Alois
Edouarde conducting, accounted for 14 musical
moments that were exceptionally well appreciated.
Musical lovers arc packing the Strand more and
more as time goes on.

Joseph Plunkett’s Mark Strand Frolic for this
week hit the high-water mark in simple, sure
presentation packed with merit.

Pauline Miller, soprano, opened the bill out
front, in Colonial costume, singing “Waltz of
Long Ago,” and did so nicely. The end of her
number and the opening of the next, “Valse Bit*
ette,” are blended together. The Mark Strand
Ballet strut the waltz amid a balloon and heav-
enly atmospheric set, and do the job creditably in
four minutes.

Pauline Alpert, the Duo-Art and Victor record-
ing artiste, offers a breath-taking medley on the
ivories, entitled “Perils of Pauline.” Fast and
furious in tossing out familiar airs, the audience
lose no time in indicating they like it and her.
They pleaded for more, but it was not in store
for them, at least at this show. Rosa Marino is
revealed up and above the piano in a toe dance
maneuver as fast and spontaneous as Miss Alpert’s
playing. This all worked in on the last few mo-
ments of the number, and while not the best pos-
sible setting for work so good, it did not go by
unappreciated.

The Eight Cocktails, courtesy of Charles Dilling-
ham, so the program says, are worth all the time
and trouble required to dig them up. In their
own little way they have the Tiller Girls backed

Lew White

Chief Organist

Wl/

Exclusive Brunswick Artist

off the map for grace, execution and routine.
Some 12 minutes, divided into two routines, packed
away oodles of applause. Full stage and yama
costume.

Jack North 6teps out front here with his banjo,
6tool and silly ditties and how — on all three — for
at the end of the session the boy had to beg off.
Pep personified.

Three or four winsome light ditties and a subtle
manner of acknowledgment and the house was his.

Howard Marsh, the original Student Prince,
sang his famous hits here, assisted by a male en-
semble of four, in a borrowed Student Prince set.
Majesty of costume, voice and set paraded the
boards during this interval that was intended to
give the matinee idol his due. He himself left
nothing undone along these lines to please the
house and they appreciated it thoroughly. A
great show all around and striking a new note
for even a Broadway house, and the Strand gets
the credit.

Houston Metropolitan

Week Ending September 16

“Patches” is the Publix bandshow at the Metro-
politan this week, getting the biggest hand of any
of the previous shows. The bandshow idea was
hard to get over at first, but it seems that Hous-
ton audiences are getting educated to the enter-
tainment value contained in them now.

Curtains open with Paul Spor and the Merry
Mad Gang in the “Patches” setting, playing
“Light Cavalry Overture,” with the Markert
Dancing Girls coming on for a snappy dance.
Back drop, purporting to be a huge patch quilt,
parts in center, and Day Sisters step down stage
for “I’m Calling Yoo Hoo,” to a good hana.

A1 and Louise Walker, the “Hottentots of
Danceland,” do two fast eeentric stepping num-
bers, which call for two or three encores each
6hoW.

The hit of the whole show is Jeanne Geddes, a
baby type, who sings “Just a Baby Song” and
"Dew-Dew-Dewey Day,” taking as many as six
encores on some shows. Her type of personality
entertainment is very enjoyable, and her technique
is good.

Gould and Hawkins come on next with eome
good harmony singing, interpolating such num-

bers as “Russian Lullaby,” and a burlesque on
"Ain’t She Sweet.”

A1 and Louise Walker come after these two
with another dance, followed by a special song
arrangement by Paul Spor of “Lock a Little Sun-
beam Down in Your Heart,” sung by himself.
Ethyl Day is introduced in a singles song turn,
and is replaced by the finale, with the entire com-
pany on the stage. Spor gets on the drums in the
finale, and almost stops the show, drums being his
forte. As a whole, the “Patches” show clicks
perfectly. Spor is a definite factor in the suc-
cess of the band shows, being one of the most
popular figures in Houston musical circles at this
time.

The picture is Bebe Daniel’s "Swim, Girl,
Swim,” a riotous comedy especially adapted to
the opening of college season.

St. Louis Ambassador

Week Ending September 16

Eddie Lowry, as special master of ceremonies,
had charge of the stageshow for the week. Be-
tween times he directed the orchestra on the stage,
told some funny stories, danced and played the
saxophone.

Supporting Lowry were Hutchins and Holloway,
who did a number of very interesting things with
mouth harps ; a Chinese girl, who 6ang in the
lower registers in pleasing style, and Arthur
Nealy, St. Louis* own silver-voiced tenor. Also
Raymond Haig, a little boy with a big voice ;
Stanley and Birnes, who featured a burlesque im-
pression of Ruth St. Denis, and the Twelve Am-
bassador Rockets.

Dave Silverman and his orchestra and Stuart
Barrie at the organ combined in an offering of
Waltzes Immortal in which they featured the
playing of the Blue Danube in an original man-
ner.

St. Louis Loew’s State

Week Ending September 16

The orchestra and organ music for the week
was arranged especially for the screen feature
“Ben Hur.”

There was no stageshow.

COSTUMES FOR RENT

Now Making Costumes for Most of CHICAGO’S Big Bandshows. Will
RENT SAME OUTFITS

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

IRENE TAYLOR

(The Southern Darlin9 )

Featured in “MONTMARTRE’’

A Publix Stage Bandshow

Direction — Phil Tyrrell, c/o William Morris Agency

Jimmie WHITE BROS. Eddie

Double Dancing DeLuxe
“We Dance as One99

Now Playing De Luxe Picture Houses
Direction — EZ KEOUGH

JOSEPH ALEXANDER

One of the Leading Young Organists

Formerly with Marks Bros., and Schoenstads’ & Sons of Chicago

Now Featured at the OHIO THEATRE
INDIANAPOLIS, IND.

Specializing in Photoplay Accompaniment

46

EXHIBITORS HERALD

September 24, 1927

Chicago Harding

Week Ending September 18

A1 Belasco and his novelty syncopators were
featured in “A Syncopated Menu/’ this week’s
stage show, with Heller and Riley as the out-
standing artists. The stageshow which was pro-
duced by Charles Niggemeyer and dances staged
by Dave Gould was one of the best offering seen
at this theatre. It ran as follows:

Opening: In front of drop with huge chaffey
dish painted on as A1 Belasco in pure white
flannel Eton suit enters with special introductory
song as the Gould Girls in bellhop costumes make
their entrance to the band’s arrangement of “You
Don’t Like It.”

A1 also does a few eccentric steps here with
the girls and this whole scene is carried out in
typical musical comedy style. After this number,
George Riley enters with his smart chatter as
the scrim drop rises displaying boys all dressed
as cooks.

The first artist on the bill introduced by Belasco
was Pauline Gaskins, a pretty little miss, who
sang “Sing Me a Baby Song” and then offered
an acrobatic high kicking routine to the same
tune intermingled with eccentric steps and cart-
wheel. This young lady is neat to look at and
a cute entertainer for bandshows and her work
seemed to click fine here.

George Riley was out again with more of his
wise cracking which he continued between each
specialty to the delight of the audience.

The first band arrangement was “She Don’t
Wanna’ ” with A1 Belasco singing it in his own
comedy manner. This is the type of song that
A1 is best fitted for and has few equals when
it comes to delivering same. The trombone and
trumpet players also offered some comedy in a
vocal chorus of this number, in fact, the entire
band played the thing like nobody’s business.
The hot arrangement managed to stop this show,
an unusual thing for a band number.

Helene Heller followed this with “Cest Vous,” a
French theme ballad which she offered in her
splendid high soprano voice that completely
stopped the show. As an encore Miss Heller sang
“So Blue” and the dramatic feeling she expressed
in her voice coloring and wide range kept the
audience in a continuous applauding state and it
was only after promising to come back later that
they allowed her to go off.

After Riley’s smart chatter, Pauline Gaskins
came out again in rhinestone costume and ostrich
hat as curtain on the platform rises showing
Gould Girls in cage-like tank dressed as lobsters.
This was followed by the Goulds coming out of
their perch and going into the lobster crawl dance
as Miss Gaskins sings to the tune of the “St.
Louis Blues,” while A1 Belasco offers a solo on
a baby saxophone. After this number, George
Riley did his own specialty and after several
minutes of merriment he was joined by Helene,
who both offered their regular routine of songs
and comedy in typical musical comedy style.
This couple has been reported in these columns
many times before and this is probably the fourth
time they have appeared in this house, although
this is the first appearance in the last six months
around town, and from the tremendous reception
accorded them it is evident that they are still
the favorites. At this performance their routine
stopped the show completely for several minutes
and compelled them to take several encores until
finally Belasco was unable to announce the next
act and not until George Riley came back to
stand on the stage would the audience let him
go on with his announcement, in fact it appeared
as if the rest of the show would never go on
as the audience seemed to care for nobody but
Heller and Riley.

At last the Du four Boys appeared, apparently
new faces in this territory, both dressed in eve-
ning clothes with a style of novelty dancing of
extreme fast time that established them as artists
from the very start. Their routine was typical
musical comedy especially twists and high kicking
by one of the boys. They are undoubtedly one
of the best dancing teams ever seen in this part
of the country for a long while and should do
much in presentation.

Finale: A girl dressed in ornamental costume
with headgear, is propped up on platform as
the Gould Girls, alldressed in huge peacock gowns,
promenade in front of band and finally take
stationary position upon platform as the entire
cast with the exception of Heller and Riley
assemble on stage. The gowns the girls wore in
this scene were extremely beautiful and of the
Ziegfeld’s Follies type.

Observation : Much credit must be given to the
producers of this show for the excellent scenery
and costumes which were big features and im-
pressed this audience. All in all a show that
probably will live longer in the memory than
others played here before by this leader.

Boston Metropolitan

Week Ending September 16

Bells of all descriptions, from the Ballet of
Belles to the Chime Soloist, featured John Murray
Anderson’s presentation at the Metropolitan this
week. “Joy Bells” was the well fitting title. In
addition to the musical presentation, the appear-
ance of Windsor McKay, cartoonist, in person, in
a cartoon circus provided a novelty comedy num-
ber seldom seen.

McKay comes upon a stage set with ballyhoos
and sideshow drops and with the organ and or-
chestra emitting sounds resembling the circus
noises. With his lassoo he does a few stunts,
but discovering that there are no animals, pro-
ceeds to wield his chalk and crayon with rapid
dexterty and make his own animals, even to
animated cartoons.

As an interlude between McKay’s stunt and
“Joy Bells,’’ Arthur Martel, at the organ, plays
“The Glow Worm’’ with films illustrating the
selection.

The Greater Met Stage band plays “Hallelujah,’’
with Gene Rodemich conducting, and as the scrim
rises there is revealed the “Ballet of Belles” with
the Stefano Mascagno Ballet and Eva Mascagno
as premiere danseuse. Charlotte Arren sings the
bell hop song, “Call for Mr. Brown” with fitting
drops representing a modern hotel. The scene is
then switched to a lighthouse, with the surf
pounding upon the rocky shore, while the light-
house bell, “Asleep in the Deep,” is rendered by
Joseph Parson. Comedy is supplied by the dumb
bells, Maxwell and Lee. Following is a particu-
larly clever arrangement of a series of telephone
bells with the Greater Met Band playing the ac-
companiment, although the ringing of the vari-
toned telephone bells provides the real thread of
the harmony. The Golden Carillon, by the Roma
Brothers, supplies additional variation in the
musical program with the finale, in which all of
the company takes part, with men in golden cos-
tumes, acrobatics and Chauncey Brown as the
chime soloist, completes the number.

A prelude by the Metropolitan Grand Orches-
tra, a Paramount news weekly and a novelty reel
are provided.

“Swim, Girl, Swim” is the film.

Washington Palace

Week Ending September 10

The Palace has Don Feiiece, a thin, serious
young fellow, as guest conductor, and takes his,
beg pardon, our men through a long number to
fair returns. Still, without a smile he allows
them to jazz it up, using “Traumeri” as a sub-
ject, while the organ and cello come in for a spot-
light solo playing it as a classic.

A pantomime, entitled “L’ Affair D’ Honneur,”
introduced Mile. Ella Duganova and two male
dancers in old fashioned costumes. The drop
represented an outdoor scene and when the panto-
mime duet ended happily they finished with a
lovely little dance. Joyce Coles, in two, in a
blue and silver costume (should I say a gown)
did a toe dance to “Valse Bluette.”

Rome and Dunn, seen here before, did 6ome
clever harmony singing. Opening with “Under
the Moon,” they introduced a number of old moon
songs and followed it by “I Forgot,” apparently a
restricted number. Their closing number was a
potpouri of operatic airs with words of their own
to suit the occasion. They sung well, their voices
blend beautifully, and although they were here
only a couple of months ago, they could have
done three more songs and made the audience
like it. Working in one in evening clothes, top
hats and cane before velvet house drop.

Follies De Danse introduced eight girls in black
and silver costumes doing an ensemble dance to
the “Doll Dance.” Black and silver drop, using
pyramid effect, going from 22 silver blocks up to
no blocks at all. At finish of music another
black curtain came down with the pyramid effect
inverted. Rather effective as it descended.

Mile. Ella and two men associates did a steppy
little dance introducing clever acrobatic work,
but, oh ! the color scheme. Men had long blue
satin xoants, red coats and Ella had a green dress
and purple hat. It was startling to put it mildly.

A specialty dance by Joyce Coles and eight
girls with red and green costumes and huge
ostrich feather headdress. More girls descended
from the steps mentioned last week. The steps,
like the leopard, changed their 6pots and are in
gold and silver block effect. The finale brought
20 Chester Hale Girls on the stage and put Mile.
Ella and Joyce Coles on steps. The two young
men in blue coats and red trousers were easily
located, and one was almost lost in the shuffle,
reaching his place just as the curtain closed.

News, comedy and Buster Keaton’s “College”
closed a good show.

THE PROGRESSIVE ORGANIST

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Using Community Stunts

GET IN TOUCH WITH US AT ONCE!

Paramount Slide Rental Service, Woods Bldg., Chicago, 111.

HARM and NEE

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ASCHER’S and COONEY BROS.

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WELLINGTON SISTERS

“The Song and Dance Debutantes”

Just Closed a Successful Tour
of PUBLIX THEATRES

Will Soon Repeat Chicago B & K and L & T Houses

Direction — William Morris Agency

Walter Flandorf

SOLO ORGANIST

for theatres
and
recitals

CHICAGO

EXHIBITORS HERALD

47

September 24, 1927

Chicago Oriental

Week Ending September 18

Paul Ash had one of the best shows he has
given his Oriental fans in a long time. He called
it “Midnight Merries/* and merry it was. The
acts were all excellent and the whole was well
staged.

The band at one side of a fine cabaret setting
opens with “Love and Kisses.** The members of
the band were dressed in clown suite. The cabaret
appears to be below the street level which can
be seen through a large door in the center of the
set. A policeman is seen patroling his beat out-
side the door.

The Abbott Girls, dressed in men’s evening
clothes, come on to do a snappy dance routine.
A motor horn is heard off stage and Paul Ash
drives up in a stage automobile before the en-
trance of the cabaret. He proceeds to lead his
band through a good arrangement of “Sing Me a
Baby Song.**

He next introduces Marjorie Whitney, who ap-
pears to be one of the guests at the carbaret.
She does some very fine tap dancing to a great
hand. She is one of the best female tap dancers
this reporter has seen.

Irene Hillyer next does an imitation of Charlotte
Greenwood with comic songs and dancing. She
receives a fair hand.

To the music of “IPs Up to the Band,** the
Abbott dancers give a wonderful exhibition of toe
work on a series of steps. The way the girls
ascend and descend the steps on their toes is a
wonderful sight for anybody’s eyes. The num-
ber goes over with a bang and the girls de-
served every bit of the applause.

The band next plays “Waiting for the Rain-
bow,*’ featuring Frank Silvano who sings the
chorus, but the trombone player with his un-
excelled playing walks away with the act and
stops the show. The boy is the last word with
a trombone. He brings down the house.

Paul next introduces two charming young girls
whom he called Sylvia and Clymence. They give
some good harmony singing “Side by Side,** but
when they do a tap dance together, they win a
wonderful hand. They have personality to throw
away.

Then comes the act that is the big wow of
the show. Charles Gregory, dressed as the door-
man for the cabaret, plays “Russian Lullaby’* on
a musical saw, and how ! I have heal’d the song
played on every instrument, but I liked it best
of all on Gregory’s saw. Next he pulls out a
rubber glove and inflates it, and by regulating the
escaping air plays “Always.** He got some won-
derful violin notes out of the glove. Then comes
the wow. While Paul Ash mans a tire pump,
Gregory renders a snappy march number on an
inner tube. Next Paul does the pumping and
Gregory draws “Yankee Doodle” out of the end
of the rubber tire tube. The act brings down
the house and stops the show with the best ap-
plause heard in the Oriental in some time.

Benny and Western, the two Pullman porters,
do some good dancing and succeed in getting an
encore.

Then comes Myrtle Gordon, who in Sophie
Tucker style, renders some good blues. She sings
"I Ain’t Taking Orders,” ‘‘Baby Feet,” “Real
Estate Papa” and “You Who, That’s Who.”
Again the show is stopped while she sings “Grand
and Glorious Feeling” for an encore. The young
lady has lots of personality and knows how to
put over blues.

For the finale, the band plays “Gorgeous,” the
Abbott dancers do a good dance routine, and all
the others take part while flying tape coming from
the flies covers the performers.

Johnstown State

Week Ending September 17

This week the State theatre presented a split
bill, in combination with a “Fashion Show” by
Glosser Brothers, one of the leading department
stores of Johnstown, Pa- For this fashion show
the management secured Louise Becker, as the
leading model. Miss Becker is the winner of
several beauty contests, and recognized as one of
the most winsome models.

Opening the first half of the week with “The
State March,” which was written by William B.
Walsh, first trumpter of the State Symphony Or-
chestra, the M-G-M News followed, then the
comedy, “All Steamed Up,” after which came
the stage presentation :

The Ten Voyagers, a jazz band of seven men
and three women, with the women supplying the
specialties in a novel way. Opening with The
Transfield Sisters in a saxophone and vocal duet
before a ship scrim, with the rest of the band in
the background. Florence Reeves stepped forth in
a cute little Dutch dance.

This was followed by a medley of old-time
numbers, after which the Transfield Sisters rend-
ered a banjo duet, entitled “Cookee-Coo.” Then
Miss Reeves comes in for a black-bottom, after
which the band went into a hot blue number of
which “It Had to Be You” as a finale with vocal
chorus brought the presentation to a close amid
good applause.

Then followed the feature, “The Joy Girl,” after
which came the Fashion Review.

The second half of the week opened with the
M-G-M News, followed by the “Tropical Heat,”
with A1 St. John, and then the stage presentation
Gladys Delmar and Her Boys. After a medley
opening by the six piece jazz band. Miss Delmar
stepped forth in a vocal solo, "What Do We Do
on a Dewey Day.” After this the band went
into “Me and My Shadow” with the violinist play-
ing a chorus on a musical saw, a novel effect,
which earned him good applause.

Several dance specialties by Miss Delmar
brought this presentation to a close, after which
followed the feature, Blanche Sweet in “Singed.”

Chicago Diversey

Week Ending September 14

This is the second week of the new bandshow
policy featuring Austin Mack and his Century
Serenaders. Johnny Perkins is now permanent
Master of Ceremonies here. In this last half stage
presentation Shannon’s Playtime Frolics were fea-
tured. The balance of the program ran as follows:

Opening: Band number, “Just Like a Butter-
fly,” with Ralph Kirk doing a vocal solo, this
chap has an unusual good voice, and fine per-
sonality for this sort of work.

After this number, Johnny Perkins, the fat
joy boy, made his entrance wisecracking as usual
and introduced Shannon’s Frolics, who offered one
of the most novel acrobatic routines we ever saw
on any stage. The turn consisted of two little
girls and their father, who put them through
a series of clever stunts, some that very few
grown-up acrobats are able to do. These young-
sters are cute and clever and possess such a fine
sense of humor and pantomine that ought to
make them sought for in movie productions. The
crowd here seemed to go big for their work.

The next artists introduced by Perkins were
Wells and Winthrop, two boys who are well known
in theatrical circles as dancers. Their routine
has somewhat improved since they were last re-
ported and as usual proved favorites.

Austin Mack and his Serenaders were next in-
troduced who offered a comedy routine of six boys
supposedly in a school room, Mack playing an
accordian in soft harmony as the boys 6ing.
Jimmy Julien, one of the boys, sings the “St.
Louis Blues” and is well compensated for his
efforts.

George Dewey Washington is next brought on
who was held over from the first part of the
week. Washington is a colored singer who has
made a name for himself in picture houses and
again repeated his success here.

Bernice and Emily, two of the former Abbott
Girls come on next with their specialty of eccen-
tric steps and acrobatic high kicks, these girls
are cute and clever and never fail to click.

The stage show was closed with Jonnhy Perkins
in smart chatter and comedy songs, who closses
the evening’s fun with a community sing of
“Let Me Call You Sweetheart,” which he man-
ages to get the audience to sing with him, some-
thing entirely new and entertaining.

Milwaukee Wisconsin

Week Ending September 17

Schools and colleges all over the country are
staging their grand openings within the next few
weeks, and with this in mind, Dave Schooler and
His Playboys present “Rah! Rah! Rah! Week,”
opening behind the curtain with “Hail, Hail the
Gang’s All Here,” followed by one of Marquette’s
songs and a Marquette cheer.

The curtain is parted and shows the Six English
Tivoli Girls sitting atop a stone fence in the
regulation grad’s cap and gown with the college
buildings in the background. They go through
a clever dance and drop from the wall to allow
the curtain to close behind them.

Next we have the orchestra in collegiate
checked jackets in front of a drop of all kinds
of school books with side drops of all the col-
lege sport paraphernalia. Dave Schooler makes
his appearance in a prfessor’s frock and sings
a little ditty made up for the occasion. He then
proceeds to act as though the orchestra mem-
bers were his pupils and engages each in a bit
of sight reading, each playing a few notes on
his respective instrument. He also asks for sen-
tences containing certain given words which pro-
voke a great deal of laughter from the audience.

In front of the back is a large book, “Whatsit,”
by “Whoosis,” which opened before each enter-
tainer made his appearance and carried a short

Solo Presentations —

JACK MARTIN

Featured Organist

TOWER THEATRE, MILWAUKEE

— Photoplay Synchronizing

MURIEL KAYE

“The Distinctive Dancer ”

For DeLuxe Theatres
Now Featured in Presentations

Direction WILLIAM MORRIS AGENCY Through Max Turner and Phil Tyrre*!

Originator of the New Organ SCRIMAPHONE PRESENTATIONS

Albert F. Brown

FEATURE ORGANIST

Alternating at the MARBRO and GRANADA Theatres, Chicago

All Solos Conceived bv Albert F. Brown and Staged by RAYMOND Q. DALTON
REPRESENTS A NEW ERA OF DE LI NE THEATRE ENTERTAINMENT

HENRY MURTAGH

Chicago Theatre
CHICAGO

48

EXHIBITORS HERALD

September 24, 1927

humorous introductory verse which was read by
I>ave. The first page of “Whatsit” introduces the
Janton Sisters, who go through a number of
comedy steps to the tune of “Me Too.” They
are nimble and light on their feet and good to
look at, and draw a good hand.

And now we have "Georgeous” by the orchestra
played with the zest and rythme which has made
them so popular to Milwaukee audiences.

Woodrow Herman, the boy singer, renders the
chorus of the song with his rather ineffective
jack-rabbit manner. Herman hasn’t a bad voice,
but his stance before the audience is not of the
best.

George Lipschultz, Milwaukee’s own concert
violinist, came back to his own this week and
was received with open arms. Lipschultz, who
has been directing numerous orchestras on the
Coast, is perhaps the best violinist to come to
the Wisconsin boards in many a moon. He
played two classical selections with Dave Schooler
accompanying him at the piano, and received a
tremendous round of applause. Despite the fact
that it is “Rah! Rah! Week,’’ Lipschultz and his
selections did not seem out of place, and the
audience appreciated his talent to the fullest
extent.

A sort of interpretive tap dance to the melody
of “Poet and Peasant” was done by Bert Dar-
rell with considerable skill. Darrell went through
a considerable number of steps during the over-
ture and his selection was well received.

Inez and De Wynn, on the upper stage behind
the orchestra, were well received with a classical
dance, which included several strenuous acrobatic
steps on the part of the girl. The whole act was
done with the ease and slow grace of experienced
dancers who delight in their profession.

“Sing Me a Baby Song,” the next selection of
the orchestra, was put over in great style with
Woodrow Herman singing the chorus and Dave
Schooler playing part of the selection at the
piano.

t4 Ed<Re Hill is announced by a verse from
"Whatsit” and makes his appearance in collegiate
jacket, freshman cap and baloon trousers. He
sings “Katy Did,” and indulges in a number of
wise-cracks. He gets a big hand, and comes
back to sing, “The Girls Won’t Let Me Be,” with
much expression.

Jean and Fritz Hubert, in the role of two
slightly inebriated individuals returning from a
night club, obligingly slid down a steps placed
at the wings for their use and engaged in a bur-

lesque of two drunks to the tune of "Just a Little
Drink.” They were mighty funny and it was
not until the end of the act, when they took off
their hats, that it was discovered that the one
was a girl.

For the grand finale the Trivoli Girls made
their appearance in track suits, each with a mega-
phone, and went through their paces ending up
with the Marquette yell led by Eddie Hill. The
orchestra played “Collegiate” while the Marquette
emblem in gold and purple lights appeared in the
middle of the upper stage. Then the Wisconsin
yell was given and the “W” of the University
of Wisconsin was lowered in lighted effect while
the orchestra played "On Wisconsin” and the
Janton Sisters danced on the upper stage.

Milwaukee is the home of Marquette and there
are many Wisconsin students who have not yet
returned to school so the entire presentation went
over big.

Chicago Chicago

Week Ending September 18

“Non-Stop to Mars” offered as its highlight the
popular comedian, Lester Allen, who ranks top-
most among comedians and eccentric and acro-
batic dancers. This pint-high comedian could
have remained on the stage throughout the per-
formance, and still the audience would have cried
for more.

The act opens with a portable airship in front
of a drop. A soloist, with a pleasing personality
and voice (and we’re sorry we can’t give you his
name) sings “Non-Stop Flight to Mars,” following
which two girls, one dressed as a boy, do a clever
and peppy tap dance.

As their dance ends a scrim is dropped on
which a cloud effect is produced as the airship is
raised into the flies on its trip to Mars.

The scene changes and you 6ee a colorful im-
pression of the planet. The backdrop conveys a
circular rainbow effect, in front of which is a
modernistic representation, we would say, of a
skyscraper. The wings are in keeping with this
general layout.

Three dancers open this scene doing a serpentine,
which leads into an act with two girls doing
acrobatics on ropes from the flies.

Next comes one of the cleverest of the stunts.
Six men in clownish attire, made up, we suppose,
to represent the inhabitants of Mars, do a dance
which you might describe in any number of ways.
It was, we would say, a takeoff on a classical

dance, it was eccentric and it was acrobatic. The
pivotal dancer in this act, we would say, was
Allen himself, although with the makeup we could
not give this information with assurance. If it
weren’t Allen, then it was a dancer who should
be recognized.

Allen is next, and although this reporter has
seen many a good dancer, he has never seen one
that could pull a better hand. He has steps of
the most intricate type and how he does them —
and how ! To top off his steps he does a merry-
go-round on his head that is a knockout.

Unfortunately for the audience, Allen is on only
twice, the second time in an act that doesn’t quite
measure up to his dancing performance — never-
theless good. His chatter is good, but his dancing
is better.

The overture of the show was “ Jewels of the
Madonna.”

New York Paramount

Week Ending September 23

Paul Whiteman continues to be the chief attrac-
tion around the Paramount, where he and his
band are now entering on the second week of
their return engagement. The boys appear this
week in flaming scarlet jackets and their music is
as hot as the color of these coats.

Featured among the selections which Whiteman
presents this week are "Dawn” and “Just a Mem-
ory,” and both numbers he has given a special
arrangement in the best Whiteman manner. He
also plays, due to the many requests received for
it, “The Rhapsody in Blue” in a way that had
the audience clamoring wildly for more.

One of the best parts of the Whiteman outfit is
those three boys who make merry with a couple
of baby pianos and a clever and original line of
chatter. The audiences are getting to know them
and they are according them a big hand each
week.

One of the most effective bits of this week’s
presentation is the arrangement of the popular
song, “Shanghai Dream Man,” in which, as the
orchestra softly plays the refrain, a singer appears
in a cutout on the raised stage in the rear. He
is dressed as a denizen of the underworld and
the 6et represents the interior of an opium den.
He sings “Shanghai Dream Man” and does it
mighty well as the appreciative applause indi-
cated.

Another highlight of the bill was a saxophone
solo which was about as fine a thing of its kind
as we have ever heard. This is a well-rounded
stageshow with sufficient variety and specialty
work to give it good balance.

New York Roxy

Week Ending September 23

“Seventh Heaven” and accompanying stage
show held over for second week. See report of
show in “Herald” last week.

Chicago Nor shore

Week Ending September 17

“Red Hot Al” was the second week’s stage offer-
ing here featuring Al Kvale, Chicago’s newest
band leader, and his jazz collegiates. Milton Wat-
son and Peggy Bernier topped the list of artists.
The stage presentation ran as follows:

Opening: With orchestra in full stage setting,
with the boys dressed in white suits and white
hoods to match with the background setting of
icebergs and snow, as the strains of a popular
tune came through the scrim curtain, which
parted, disclosing a pretty winter scene in the
background.

The Abbott Girls, in similar costumes, pose
around snow-covered setting, later coming off
platform to do one of their new dances.

Al Kvale makes his entrance *here, and from
the reception accorded him, it is evident that he
has set himself solid with this audience. His
first selection was rendered on his saxophone,
after which a young man dressed in fur coat and
straw hat enters with a series of smart gags,
and after chatting with Al, goes into a vocal solo
of “Swanee Shore.” The next scene displays a
scrim curtain which, when Al makes a few comedy
motion, parts, disclosing a beautiful sycamore
tree with the Mississippi river running through
background as boat slowly sails across. A colored
man and two little pickaninnies are shown under
the tree as the orchestra plays snappy tune, while
one of the boys goes into a buck-and-wing routine.

Clifton and Brent, two men in a comedy acro-
batic dance, come on next. These boys have been
reported in these columns before and again
proved very entertaining.

After this the orchestra went into an arrange-
ment of “You Don’t Like It, Not Much,” sung by
the boys at the finish as Al introduces Milton

NOW TOURING AS FEATURE ACT

ORPHEUM AND KEITH-ALBEE CIRCUITS

A GREAT SUCCESS IN COMBINATION THEATRES
Direction EZ. KEOUGH Woods Theatre Bldg., Chicago

gg\

GRACE R. CLARK

Featured Organist

*

ASCHER BROS, CROWN THEATRE, CHICAGO

Solos and Community Singing

EXHIBITORS HERALD

49

September 24, 1927

Watson, who offered a nice tribute to Paul Ash,
the man who is responsible for his being on the
stage, also Peggy and A1 and a number of others
that space prevents us from mentioning here.

Watson’s first song was “Me and My Shadow”
in his own individual style, followed by “Just
Once Again” and “Russian Lullaby,” to which
A1 Kvale assists by accompanying him on the
piano. As usual Watson was a very big success.

Another scrim presentation took place after this
scene, this time the background represented a
field of daisies and sunflowers, and as the curtain
parts Kvale announced “Miss Annabelle Lee” as a
hot band arrangement and her seven little sisters,
which turned out to be the Abbotts. As the boys
sing this number A1 plays a solo on the clarinet,
later joined by the boys in a red hot finish. As
the Abbotts in novel costumes of black and yellow
finish with a clever tap dance.

Healy and Clifford, two boys dressed as bell-
hops, in a fast tap routine that was well timed
and executed. The boys are fast dancers and go
over big.

Peggy Bernier was introduced next and it is
needless to mention the reception accorded her.
Peggy offered “Just the Same,” “Dewey Days”
and “Gorgeous” in her own cute style, which has
made her the favorite that 6he is in picture
houses. As an encore she was compelled to come
out and do a duet with Milton Watson, who
makes his entrance from the audience. The next
scene takes place in front of a scrim curtain,
which, upon Peggy’s suggestion, parts, displaying
a cave scene, supposedly a devil’s rendezvous, as
the orchestra boys appear with devil caps, while
bats and owls appear all over the roof. This
scene features Betty Rohrback, a cute little Abbott
girl, who does a black bottom specialty while
A1 Kvale accompanies her on the clarinet. As
another back drop scrim parts this time displaying
a golden dragon with the Abbott Girls posed
around it, after which the girls step in front of
band and go into a red-hot black bottom dance
with the orchestral arrangement of “Hallelujah”
as the entire cast assembles on stage for finale.

Observation: This week’s show is one of the
few ideas that Producer Gourfain has put into
action. He has several others up his sleeve
equally as good if not better, which is bound to
make this house one of the outstanding presenta-
tion theatres in town.

Chicago Granada

Week Ending September 18

“The Rainbow’s End” was this week’s stage-
show which featured Charles Kaley and Mignon
Laird. “The Country Doctor” was the excellent
film this week, which was enjoyed by everyone.
The presentation ran as follows :

Opening: In full stage with original setting
with one side of background displaying grotesque
face denoting Gloom and Sadness while the other
side displayed a Happy face supposedly the Sun.

The Granada Girls in pretty feathered costumes
are on here and do a smart routine to a snappy
band arrangement finishing off with a novel run-
ning step assisted by a flickering spot light which
gives it a realistic slow motion effect.

Charles Kaley makes his entrance in this scene
to a fine reception after which he announced a
band arrangement of “Who,” which was well
played by the boys. Tommy Thomas, the drum-
mer, also came in here for a vocal selection.

The Hicks Brothers in collegian style follow
with popular tunes on their banjos, one strumming
while the other sang harmony, using 6uch num-
bers as “Just the Same” and many other popu-
lar tunes. It has been a long time since these
boys were reported in Chicago houses and they
are still the favorites they used to be.

“Songs of China” was next announced by Kaley
as two boys enter carrying a harp. At this point
Kaley goes into a vocal solo of “Song of Shang-
hai,” a sort of difficult number to sing of un-
usual wide range but Kaley masters the piece
very well and wins the usual reception accorded
him for all his splendid singing. Here the
Granada Girls follow in beautiful Chinese costumes
entering in a posing formation and gradually
forming a semi-circle around the harp, enabling
Mignon Laird, late artist of Le Maire’s Affairs
to make her entrance in dance step up to the
harp. After a few minutes of this routine she
goes into a classical number on the harp which
was well rendered and admirably received. Fol-
lowing this up with an oriental dance which
Kaley assists by another chorus of “Songs of
Shanghai."

A band arrangement of “The Girl Is You and
the Boy Is Me” from the George White Scandals

was next played by the boys with Charles Kaley
and Audrey La Fluer as the boy and girl with
vocal selection offered by Kaley. The only bad
feature about this number was that the young
lady did not sing the male version of the song,
which makes a beautiful duet, however, it was
well handled and won Kaley an encore. This is
the type of song that is specially fitted for Kaley’s
singing ability as he is of an exceptional good
type for musical comedy work.

Wilton Crawley a blackface comedian followed
playing some hot blues on his clarinet and which
turned out to be the “St. Louis Blues.” He
also does some eccentric steps and twists and turns
similar to one or two other blackface comedians
seen at this house before. As usual this type
of work is enjoyed by this audience and Crawley
was well compensated for his act.

Newhoff and Phelps, man and woman from
musical comedy and vaudeville, follow next with
their clever routine similar to the one done in
vaudeville recently, opening with “I Can’t Get
Along With You” and “Forgive Me” with an
interpolation of “Let’s Be Sweethearts Again,”
their type of work seems to please this audience
and they were easily one of the hit features of
the bill, again proving that vaudeville material
really finds its spot in presentation houses, espe-
cially an act of this type.

Another band arrangement followed this time,
“Sing Me a Baby Song” with Charles Kaley giv-
ing the vocal chorus, which earns him an encore
and he in turn offered a brand new number
called “Sun Flower.”

Finale: Back drop exposing a large clock with
a boy on the face representing the minute hand
set on ten and a girl on the hour hand, set on
twelve. Slowly both hands met and they unite.
As another curtain rises displaying a high plat-
form with the girls decorating same with silver
cords representing rain as the rainbow slowly
stretches across the horizon in the background.
The entire scene is an artistic effort and looks
beautiful.

Obersvation: This Finale as well as the entire
idea of the show is one of the best yet offered
by Kaley if not one of the best offered at this
house. It is typical musical comedy and that
seems to be the sort of entertainment that pleases
picture house audiences now.

Chicago Uptown

Week Ending September 18

This week’s stage entertainment took place in
two units. The first one was called “Moonlight
Sonata,” a stage scenic with soloist presenting
the beautiful chorus of “Beethoven’s Sonata.”
Marcelli, musical conductor of the Uptown The-
atre orchestra staged this beautiful overture as
well as conducted the arrangement, together with

the scrim stage presentation. Frankie Masters in
“Foxtrot Hunters” featuring Lewis and Dody,
Illomay Bailey and others was the second stage
unit. The stage bandshow ran as follows:

Opening: In full stage setting, with boys all
dressed in red riding habits, while Frankie Mas-
ters is attired in a black outfit. This is the sec-
ond appearance of the new band leader at this
house and his reception was encouraging.

The first band number played was “Grand and
Glorious Feeling,” intermingled with many brass
specialties with a chorus sung by Masters.

This was followed by the Markert Girls dressed
in red riding habits, who offered one of their
clever ballet routines that has created much in-
terest in this house.

They were followed by Illomay Bailey, that
sweet voiced prima donna, who sang “A Night in
June” and “Sing Me a Baby Song.” As usual,
Miss Bailey was compelled to take an encore and
offered same in the way of a duet with Frankie
Masters. This young lady has been reported in
these columns many times before and we are
glad to note that each time she is getting better
and more popular.

The Lassiter Brothers follow with their comedy
eccentric dance which has been reported many
times before and which again stopped the show.

After an encore a band arrangement of “She
Don’t Wanna” was played, with a chorus sung by
Frankie Masters, intermingled by many special-
ties by the boys.

The Markert Girls came on again dressed in
autumn costumes who danced an autumn fantasie
routine.

They were followed by Clyde Cottam in a bur-
lesque toe routine. This artist has been reported
many times before in these columns and again
proved very entertaining on this program.

After an encore Lewis and Dody followed with
their “Hello-Hello,” opening with “Everybody’s
Sister But Yours and Mine.” This team has been
well known in vaudeville for years and is a stand-
ard comedy act who practically do the same rou-
tine here. Their burlesque ventriloquist bit, as
well as their extra verses on the "Hello” song,
won them many encores ; in fact, they were the
laugh hit of the bill.

Markert Girls followed in novel costumes and
danced to a snappy band arrangement, interpret-
ing several Tiller steps. A unique feature of this
routine was the snake-like elbow gloves worn by
the girls, which in the manner that their hands
were moved gave the appearance of a twisting
snake. Quite a novel idea and seemed to go over
big here.

The next band number was a jazz symphonic
arrangement of “William Tell Overtrue,” which
Frankie Masters announced as a Marcelli arrange-
ment, the work of the musical director of this

WHISTLING LOVE BIRDS

SOUTH SEA HAWAIIAN DANCE

NOVELLE BROS.

Pantomimist Artists

Now Featured in “Knick-Knacks”

A PUBLIX STAGEBAND UNIT

Direction — William Morris Agency.

P. S. — “MURRAY and ALAN” used to
“open'’ a show, now they “close” it.

J. VIRGIL HUFFMAN

Featured Organist

IRVING THEATRE, CHICAGO

HENRY B. MURTAGH, solo organist at the CHICAGO Theatre, says: "1 con-
sider Mr. Huffman one of the most promising young organists in the city. I can
heartily recommend him.”

OPEN FOR ENGAGEMENT, SEASON 1927-1928

COSTUMES FOR HIRE H=si BROOKS If 75&°otZ

50

EXHIBITORS HERALD

September 24, 1927

theatre. This scene was offered with the scrim
effect, giving the appearance of rain and the
gunshot all for realistic effect to the overture.
This was played as the finale, and for a jazz
orchestra the number was very well handled by
the boys.

Observation : A very nice job again done by

this producer and probably one of the best shows
seen at this theatre.

Chicago Sheridan

Week Ending September 18

“Jazz Deluxe’* was this week’s stage show fea-
turing Verne Buck and his orchestra. Grace
Aldrich with Norman and Constance Shelby
headed the cast. The presentation ran as follows:

Opening: In full stage with valance part of
curtain in blue to match with the music stands
and the two pianos also painted in blue. The
first band number ; “Swanee Shore,” sung by
Norman Shelby, assisted by the Joe Keith girls
in a Southern strut later joined by Shelby in a
novel eccentric dance.

The next artist on the bill introduced by Verne
Buck was Miss Chico, who tried to do a character
impersonation of the French cabaret girl singing
“My Man.” This girl has very little singing
voice to speak of, let alone personality for this
type of work. She followed with a straight offer-
ing of the “Indian Love Call” from “Rose Marie”
after a complete change of costume. Although
not much of an improvement on the first number,
it is never the less more fitting to her type.

This was followed by a band arrangement of
“Blue River” with a background representing
river and valley to comply with the theme of the
song. The boys, who are all dressed in tuxedos,
put their best in this number. They are led by
Verne, who also offers a saxophone solo.

After a fine reception Grace Aldrich is intro-
duced opening with a special song called “Hello
Everybody,” which takes in a medley of numbers.
The next specialty was “A Night in June,” first
sung straight and then in syncopated style. Miss
Aldrich is a newcomer in this territory and is
a comedienne who has an individual way of offer-
ing popular songs. The audience seemed to go
big for her work here and judging from the
amount of applause she probably will do a lot
more work in presentation.

Norman and Constance Shelby in a ballroom
exhibition dance came next, something that has
been reported before in these columns. The team
is great for looks but lack in routine and in
fact the beautiful white plumed fan used by the
girl is awkwardly handled and it nearly covers
up most of the routine.

A band arrangement of “Just Once Again”
featured the well known trio here composed of
Griswold, Wilson and Buck, who offered a har-
mony solo in vocal style through megaphones.
As usual the boys stopped the show and were
compelled to sing another number before the
band could proceed.

After a fine reception they were followed by
Brisco and De Lorto, two comedy men, in a
hokum comedy singing and instrumental offering,
this team has been reported before and it seems
that considerable changes have been made since
they were last reported. If this act would only
eliminate smut and suggestive pantomime and
resort to clean cut comedy they would probably
do more in this type of theatre, but as it is
the act is typical small time vaudeville and more
or less fitted for the burlesque type of houses,
in fact, it is very much out of place on a high
class bill like this one. Regardless of the encore
taken here, it was noticed by this reporter that
the applause was scattered in few spots and that
those who laughed were really shocked more than
amused.

Frank Wilson followed next with a vocal se-
lection of “Baby Your Mother,” which he sang in
front of band and which he was compelled to
sing again before they let him go back to his
saxophone.

A scrim presentation followed next of “An Old
Guitar and an Old Refrain,” which featured
Cloyd Griswold in back of a scrim drop bear-
ing a huge guitar design which went up on the
second chorus displaying small Spanish Cottage
as Cloyd Griswold sang the song as he strummed
it on his guitar, at this point a Miss Sears stepped
on platform and offered several classical numbers
on her violin which won her a fine hand. This
was followed by Joe Keith’s girls dressed as Span-
ish Senoritas in novel costumes while the Shelbys
joined them in a tango routine.

Finale: Entire cast assembled on stage with
girl sitting on settee on platform as Griswold sang
last chorus of “Old Refrain” as curtain dropped.

Observation: Two of the most noticeable things
in the shows here weekly are the wonderful band

arrangements and the original and novel cos-
tumes, if only good talent were secured, these
shows would be the talk of the town.

Returns to Circle

Mikhail Stolarevsky is back home again at
the Circle theatre, Indianapolis, with his con-
cert orchestra. The orchestra, which was moved
to the Indiana when that theatre was opened in
June, returned to the Circle and presented as
the overture an enjoyable selection of airs col-
lected under the heading of “Memories of the
Metropolitan Opera.” It is understood the or-
chestra will remain at the Circle during the en-
tire winter season.

Cody Covering Orpheum

Lew Cody, movie star, who has decided to aban-
don motion pictures temporarily to make a tour
of the Orpheum Circuit, made his vaudeville
debut at the St. Louis theatre, St. Louis, Mo., last
week and is in Chicago now. In addition to pre-
senting his own offering Cody will act as master
of ceremonies for the entire show.

MARK FISHER

That Golden Voiced Leader of the
MERRY MUSIC MASTERS

Alternating Weekly Between SENATE and
HARDING Theatres, Chicago
Featured in LUBLINER and TRINZ
Stage Presentations

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

ORGAN SOLOS

Johnny Winters (Colorado theatre, Pueblo) pre-
sented a 6olo, “Ask Me Another,” that proved a
great hit. In this decade, when a person delights
in getting one over on his neighbor, the organist
found great sport in “kidding” his audience with
questions and answers, and they liked it to a
“T.” Some of the songs included were “Dawn
of Tomorrow,” “Nesting Time” and “Under the
Moon.”

Edmund C. Fitch (Chicago Sheridan) used a
novel community stunt this week for his solo
called “Favorite Flowers.” The selections were
as follows, “Roses of Picardy,” “Knee Deep in
Daisies,” “Shade of the Old Apple Tree” and
“Morning Glories.” The stunt consisted of many
lyric slides used towards the end with certain
words printed larger than others, which in turn
served to be sung louder than the others and the
people seemed to enjoy it very much. A novel
idea that has been done before.

Bob West (Metropolitan, Houston) does all but
stop the show at the Metropolitan, Houston, this
week with the cooperation of Paul Spor and the
Merry Mad Gang, in “A Musical Battle.” The
idea of the combat of sharps and flats was played
up in ads and stories for a week in advance, and
patrons came into the show all set for the peppy
conflict between the organ and orchestra. A spe-
cial trailer, comically constructed, opened the tilt,
with West beginning the battle, after a humorous
slide harangue, with “Into My Heart.” Spor and
the Gang come back at him with “High Fever,” to
a rousing hand. West follows with a popular
song, and the solo is terminated peacefully with
the combined orchestra and organ rendering a
special arrangement of “Faust.”

Henry B. Murtagh (Chicago, Chicago) took the
mother theme and wove it into a medley which
met with general approbation. It was called
“Muscal Memories,” and used as the theme song,
“Baby Your Mother,** with “At Sundown” used
advantageously. In the rendition of the latter
song suitable words were composed. Supplement-
ing Murtagh was a soloist, who sang from left
stage. In previous numbers Murtagh has used
a soloist, and he does the act very effectively. The
organ solo was well received.

Arthur Richter (Milwaukee Wisconsin) at the
organ presented for his selection, “What Are
Your Favorite Flowers” and offered “Roses of
Picardy,” “I’m Knee Deep in Daisies,” and
“Morning Glories,” with the words for each se-
lection flashed upon the screen.

Chauncey Haines (Chicago Norshore) offered
community singing here for the first time this
week. The solo was called “A Bad Dream,” and
seemed to please all. It opened with comedy
slides to the tune of “Rhapsody in Blue” and
followed with a program of three Feist songs,
“At Sundown,” “Sing Me a Baby Song,” and
“Just Once Again,” all well played by Haines
and very well sung by the audience.

Henri A. Keates (Chicago Oriental) had a fine
organ presentation this week called “School Days."
He opened with the old song, “School Days,” and
then played for community singing during the
slide presentation “How Dry I Am,” “Waiting
for the Rainbow,” “After I’ve Called You Sweet-
heart,” “Highways Are Happy Ways,” “Till Dawn-
ing” and “Sing Me a Baby Song.” The whole
presentation went over great.

Arthur L. Utt (Missouri, St. Louis, Mos.) used
a stunt called “Song Birds,” a collection of popu-
lar melodies. Utt always gives his people some-
thing worth while and they like him for it.

Stuart Barrie (Ambassador, St. Louis, Mo.)
played “Rachmaninoff's Prelude” in C sharp
minor while telling the tale of the composition on
the screen. It was part of his “Musical Story”
series, and went over very fine.

Milton Slosser (Missouri, St. Louis, Mo.), back
from a vacation, was at the organ. He played
“Hooray, I’m Glad I’m Back, Hooray,” and mixed
in some popular songs for a community sing.
Slosser is very popular here and always has a
treat in store for his public.

September 24, 1927

EXHIBITORS HERALD

51

on Picture s

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

THE JANNINGS TRIUMPH
AVING scoffed more loudly than most
at the idea of importing performers suc-
cessful in foreign production, I wish to
cheer more loudly than most for the success
of Emil Jannings in “The Way of All
Flesh.” I herewith make record that this
picture contains the best acting I have seen
in more years than I like to enumerate. I
add my official okay to the already long
list of those designating the importation of
Mr. Jannings a smart piece of business and
a good idea.

“The Way of All Flesh” is not, as you
may have heard, a stereotyped picture. It
is, in a sense, not a picture at all, but rather
a series of definitely related incidents. It
is engrossing entertainment, however, and
I am becoming a firm believer in the open-
switch type of ending employed in this and
a few other pictures of recent manufacture.
It is vastly preferable to either the tragic or
happy conclusion, in my humble and per-
haps prejudiced opinion.

Mr. Jannings begins this picture as a Mil-
waukee bank cashier and ends it as a
Chicago chestnut vendor. In between he
goes the way of all flesh and experiences
the results that maxim writers assure us are
inevitable. He does not experience them,
however, in the maxim book manner.
Everything is very real, very intense, very
human and interesting. And if one insists
upon drawing a moral from a motion pic-
ture there are adequate sources of such in
this exhibition.

Mr. Jannings is, of course, the major
content of the picture. He is always be-
fore the camera, as he should be and he
is good enough to obscure such excellent
performances as those of Belle Bennett and
Phyllis Haver as the two women in his life.
He is even good enough to obscure slightly
inaccurate representations of locations used
in the picture. It is, from first to last, an
acting picture. I believe it is genuinely the
thing that is so often miscalled a characteri-
zation.

I am in favor of giving Mr. Jannings
more things of this sort to work with. He
is an able performer, an artist with makeup,
an understanding portrayer of character
and a pitiless exactor of detail. If there are
others in Europe capable of similar develop-
ment under American direction they should
be brought over.

By T. O. SERVICE

MEIGHAN GETS AWAY

\ last week’s issue I mentioned the bad
luck experienced by Milton Sills in
“Framed” at the Oriental and promised to
tell you what happened to Thomas
Meighan in “We’re All Gamblers,” the suc-
ceeding picture at the same playhouse. I
am glad I did so, for the succession of
attractions is not without point.

In “We’re All Gamblers” Mr. Meighan
pleased the young folks who make up the
Oriental audience as few actors in few
pictures do please them. It is, I believe,
the most satisfactory picture Mr. Meighan
has had in a number of years. I believe
credit for this should go to Mr. James
Cruze, who directed it, and to the brain
which produced the idea that a top-notch
director might be the thing these adult stars
need. On the evidence of these two pictures
I should say that it quite definitely is.

The story of “We’re All Gamblers” prob-
ably is no better than any of the stories
Mr. Meighan has had in recent years. Cer-
tainly, when reduced to paper, it has its
weak spots. But as Mr. Cruze tells it, with
balanced sequences and that not quite evi-
dent restraint which this director exercises
to such excellent advantage, it stands up as
a first rate entertainment in every sense
of the word.

I am glad to see Meighan back in the
good picture list. His row of bad breaks
has been a thorn in the side of the busi-
ness for quite a spell. Now that the way
to keep him in good pictures seems fairly
plain, I hope it will be followed with due
assiduity.

AND ANOTHER PARAMOUNT
NOTHER Paramount picture (they
seem to have been everywhere last week)
contains Clara Bow and is called “Hula.”
It also contains Clive Brook and some other
actors, a yarn of a sort and a lot of mis-
takes. I should say, in fact, that the whole
thing is just too bad.

Perhaps Miss Bow, like meteoric successes
of other years, does not fit readily into the
lead roles of available manuscripts. Per-
haps it is even difficult to whittle a con-
veyance to her measure; certainly it is if
this picture is an example of such whittling.
I believe, therefore, that it would be a good
idea to have the young lady dash off a

script for herself. If the spark which seems
to be in her emanates from the thing we call
genius, perhaps the same source would
yield a fable which could be built up to
usable proportions.

The thing wrong with “Hula” seems not
to be quite clear. Various people looking
at it pronounce it bad for widely various
reasons. Apparently it lacks anything to
make it good and just possibly it lacks
everything. It impresses me, as I said be-
fore, as a series of mistakes beginning with
the one that occurred when production of
it was decided upon.

SEE (HEAR) CHIC SALE
AVING gone to the Monroe to see
“What Price Glory” and to hear Movietone,
I was not prepared for “They’re Coming to
Get Me,” a Movietone presentation by Mr.
Chic Sale which I believe to be the funniest
short feature I have seen in the past five
years. As you know all about “What Price
Glory” (and as there’s simply no words to
describe a picture like that anyway) I’ll tell
you about the comedy.

This Sale fellow, as you know if you’ve
heard him in person, is about the last word
in polite burlesque. In this short feature
(it must be about one reel) he conducts the
services on a Sunday when the minister is
ill. Aided by the Movietone, and by a cast
that affords the necessary background, he
achieves a type of comedy which is not to
be seen on the screens or stages of the
country. I believe he demonstrates more
effectively than anyone else has done the
possibilities of the contrivance which brings
him within the reach of the wider public.

OIL AND WATER

EELING particularly unfeeling at this
moment, my excellent and barely damaged
cigar having rolled off my desk into an un-
mentionable receptacle, I call your attention
to the fact that Publix and practically every
important theatre outfit in the country have
gone in for the so-called bandshow type of
other-than-screen entertainment, abandoning
frankly the attentuated attempt to merge
screen and stage. Now all that remains to
be accomplished is elimination of the band-
shows and this ought not to take more than
half a century. By that time pictures no
doubt will be attractive enough — and the-
atres few enough — to constitute in them-
selves adequate box office attraction.

52

EXHIBITORS HERALD

September 24, 1927

THE FILM MART

(Special to the Herald)

HOLLYWOOD, Sept. 20. — Carey Wilson, super-
visor, and Alexander Korda, director, are in the midst
of a man-size job at the First National lot with three
acres on the back lot devoted to a dozen buildings, each
of which is as large as the courthouse in Peoria, Illi-
nois. The buildings are sets for “The Private Life of
Helen of Troy,” Korda’s second film for F. N. and the
most expensive piece of work he has ever done.

It is easy to see that a quarter of a million dollars is
going into the picture. There has been only a few
days since Korda started shooting in early August that
he has not employed more than 100 extras at the rate
of $10 a day. Last week there were days on which he
called 300 extras.

It is one of the pictures that is under focus of atten-
tion in local film circles. Another attracting attention,
and curiously enough a First National subject, is “The
Texas Steer.” Richard Wallace, director, threw away
his plans when he got to Washington, D. C., a few
weeks ago and instead of making the long location
tour through the West returned to Burbank and is
shooting sets in the stages.

John McCormick has changed his original plan to
shoot Colleen Moore’s picture at Mickey Neilan’s lot
in Glendale and is at Burbank. They began work

September 12 after having changed the title from “I’ll
“Tell the World” to “Ain’t She Sweet.” Plans for the
production bring it into the special class and that in
itself means it will go beyond the $200,000 mark.

There are four other pictures in production at the
F. N. lot:

Edward Small is completing “The Gorilla,” mystery
play, for release the middle of next month.

Billie Dove is starring in “Louisiana,” which should
be completed within two weeks.

A1 Rogell is on location in Utah making scenes for
“The Shepherd of the Hills.”

Production on the Fox lot continues to be heavy.
The biggest picture under way is “Grandma Bernle,”
which John Ford is shooting. He has been on it more
than two months and speculation indicates he has “an-
other ‘Iron Horse’.”

Leo Meehan, F B O director, began work yesterday
on “Freckles,” from the novel of Gene-Stratton Porter.
His cast includes Eulalie Jensen, Gene-Stratton Mee-
han, Hobart Bosworth, William Scott. John Fox, Jr.,
will have the role of “Freckles,” and E. Schmidt and
Rae Murrie will do the lumberjack parts.

Ralph Ince is in his second week on “Coney Island,”
for F B O, in which Lois Wilson has the leading role.

F B O Has 14 Releases
During October

F B O has scheduled 14 releases for Octo-
ber, among which are six full length fea-
tures and eight short subjects.

The features are : “The Gingham Girl,”
with Lois Wilson and George K. Arthur,
Oct. 2; “Ranger of the North,” featuring
the dog Ranger, Oct. 9; “Jake the Plumb-
er,” featuring Jess DeVorska, Oct. 16;
“Shanghaied,” starring Ralph Ince, Oct.
19; “The Boy Rider,” the first picture star-
ring Buzz Barton, Oct. 23, and “The
Gambler’s Game,” a Western starring Tom
Tyler, Oct. 30.

Lois Wilson, who appeared
earlier in the season in “The Ging-
ham Girl” for F B O, has been as-
signed an important part in
“Coney Island,” in which Ralph
Ince and Lucila Mendez have fea-
tured roles. Ince is also directing
the picture, many shots for which
have already been made at the
famous resort.

Patsy Ruth Miller has been cast
for the leading feminine role in
“Red Riders of Canada ,” which
Robert DeLacy is directing for
F B O, and Charles Byer has been
cast for the part opposite Patsy.
For the 6rst time Byer steps out
of the role as a heavy to do the
more important and difficult role
as leading man.

Fifty times a sheriff is the unique record
set by Robert Burns when he played this
official role in “The Gambler’s Game,” a
Tom Tyler Western iust completed by
F B O. That must equal or better the rec-
ord of Charley Murray who played so many
roles as cop for the old Keystone comedies.

Two Westerns are now in the state of
preparation at the F B O studios. Wallace
Fox is working on the next Bob Steele
picture to be titled “The Renegade,” and
preparation for the filming is going ahead
on “The Little Buckaroo,” the fourth Buzz
Barton vehicle.

Tom Tyler has just completed his latest
Western, “The Desert Pirate,” at the
F B O studios under the direction of James
Dugan, who handles the megaphone on the
Western star for the first time with this
picture.

Release Dates

WEEK OF SEPTEMBER 18
“In a Moment of Temptation”— F B 0—5665
“Smile Brother Smile’’— First National— 6548
“The Road to Romance”— Metro-Goldwyn-Mayer—
6581

“Figures Don’t Lie**— Paramount— 5280
“Tell It to Sweeney”— Paramount— 6006
“The Long Eagle”— Universal— 5862
“A Sailor’s Sweetheart”— Warner— 5685
WEEK OF SEPTEMBER 25
“The Joy Girl”— Fox— 6162
“Black jack”— Fo x— 47 7 7

“The Mojave Kid” — F B O 1924

“The Rose of the Golden West”— First National-
6477

“The Rough Riders”— Paramount— 9443
“The Way of All Flesh”— Paramount 8486
“One Woman to Another”— Paramount— 4551
“Painted Ponies”— Universal— 5416
“The Rush Hour”— Pathe— 5880
“The Soda Water Cowboy”— Pathe— 4546
WEEK OF OCTOBER 2
“The Gingham Girl“— F B 0—6301
‘The Life of Riley”— First National— 6720
“Silk Stockings”— Universal— 6166
“Ben Hur”— Metro-Goldwyn-Mayer— 1 1693
“Shoo tin’ Irons”— Paramount — 5179
“Grandma’s Boy”— Pathe— 4750

WEEK OF OCTOBER 9
“Ranger of the North”^— F B 0—4966
“Cheating Cheaters”— Universal— 5623

Paramount Begins on
“Gentlemen Prefer Blondes ”

With Malcolm St. Clair directing, work
has started on “Gentlemen Prefer Blondes.”
The picture has already received a good
send-off. The book created a furor ; the
play was eminently successful and with the
search for a Lorelei which gained a great
deal of talk when a comparative unknown
was picked, the picture is already well ad-
vertised with production just started.

Ewart Adamson, free lance
scenarist who was recently placed
under contract by Paramount, has
been assigned to write an original
story, “The Big Game Hunt,” a
forthcoming Wallace Beery and
Raymond Hatton vehicle, accord-
ing to announcement.

The cast of Richard Dix’ newest
Paramount production, "The Gay
Defender,” has been enlarged with
the addition of Jerry Mandy, who
will play Chombo; Ernie S.
Adams, who will do the second
villian role; Harry Holden who
will portray a priest and Fred
Esmelton who has been assigned
the part of the father of the hero-
ine. Production is in its second
week of production under the di-
rection of Gregory La Cava.

Paramount has just named “Spotlight” as
the definite title for the story of Manhattan
stage life now in production with Esther
Ralston in the leading role. Neil Hamil-
ton has the leading role and Frank Tuttle
is directing.

“Shanghai Bound” and “A Gentleman
from Paris” are two Paramount pictures

September 24, 1927

EXHIBITORS HERALD

53

that have been selected for the Photoplay
Guide.

William Austin, who appears as a pro-
fessor in “Swim, Girl, Swim,” has been
given another comedy role in Florence
Vidor’s new picture, “Honeymoon Hate.”

Universal Begins
Four “ Jewels ”

Universal’s big program schedule for the
coming year was started in earnest last
week when cameras started grinding on
four “Jewels” and preparations were com-
pleted for the starting of several others.

Hoot Gibson completed his starring pro-
duction “The Rawhide Kid” last Monday
and the next day started production on
“Western Suffragettes” with Reaves Eason
directing. Georgia Hale plays the leading
feminine role in both pictures.

Reginald Denny started work on
“Use Your Feet,” a sequel to the
“Leather Pusher” series. Barbara
Worth is again his leading lady in
the picture and Fred Newmeyer
is handling the megaphone.

“Thanks for the Buggy Ride,”
starring vehicle for Laura La-
Plante with Glenn Tryon in the
supporting role, got underway with
William A. Seiter directing. The
week also saw the start of filming
on "The Symphony” in which Jean
Hersholt is starred with Marian
Nixon and George Lewis co-
starred.

Universal City paid homage last week to
Art Goebel, winner of the Dole flight to
Honolulu. The celebration was in the na-
ture of a home-coming, as Goebel was em-
ployed on the Universal lot for more than
a year. He played feature roles in five
Universal air pictures starring A1 Wilson.
The pictures are scheduled for an early
release.

Patricia Carron, six months ago unknown
to filmdom, has been signed by Universal
to play a featured role in “The Symphony.”

Kate Price and Sue Carroll have been
chosen for parts in “The Cohens and Kellys
in Paris,” which goes into production this
week.

Columbia Starts on
“The College Hero ”

With the selection of Bobby Agnew for
the title role of “The College Hero” pro-
duction starts immediately on this new
Columbia picture which treats the subject
of undergraduate life from an entirely new
angle, it is said. Walter Lang will handle
the megaphone on the picture and Pauline
Garon plays opposite Agnew. This will be
Lang’s third production for Columbia, as
he has already finished “By Whose Hand?”
and “Sally in Our Alley.”

Columbia’s latest addition to its
directorial staff is Albert Kelley,
who was signed by Harry Cohn
to direct two of the forthcoming
“Perfect Thirty.” Kelley has
been identified with the motion
picture industry since 1914.

Universal has loaned Churchill Ross to
Columbia to play an important part in “The
College Hero.” Ross has appeared in the
Universal series, “The Collegians.”

Fox Signs Moreno'
with Olive Borden

Antonio Moreno has been signed to play
opposite Olive Borden in her next picture,
“Come to My House,” which will soon go
into production under the direction of Al-
fred. E. Green. Others in the cast are
Doris Lloyd, Richard Maitland and Ben
Bard. No producer can go wrong in sign-
ing Antonio Moreno. Pie has saved many

Exhibitors Laugh at
K. C. Amusement Park

( Special to the Herald)

KA NS AS CITY, Sept. 20.— Ex-
hibitors of Kansas City are having
a laugh “up their sleeves” this
summer. Amusement parks have
been having a diffcult time of it.
As an inducement to attract more
patrons, Fairyland Park this week
is offering prizes for the best mo-
tion picture star costumes worn at
a dance to be staged at the park.
The fact that an amusement park,
which is trying to attract business
from the theatres, should use the
motion pictures as a vehicle to
increase its business, is causing a
cynical smile on the face of more
than one exhibitor.

a poor picture, and always makes a good
picture better.

Tom Mix has started work on
his fourth picture of the season.

It has been given the tentative
title, “Wildcat Law.” Natalie
Joyce has the feminine lead and
Lawford Davidson is the heavy
and others in the cast are Billy
Bletcher and Harry Cording.

Wallace MacDonald has thrown
away his makeup box for the meg-
aphone. He started work last
week on his first picture, “Silly
Sailor,” in which Gene Cameron
has the lead.

Tyler Brook, who has succeeded Earle
Foxe in the role of Reginald Van Bibber
in the series of comedies based upon the
Van Bibber stories by Richard Harding
Davis, started his second picture last week
under the supervision of George E. Mar-
shall. The picture is “Four Faces West.”
Dione Ellis has the feminine lead.

Production started last week on “Ladies
Must Dress,” in which Virginia Valli and
Lawrence Gray are featured, and Victor
Heerman is directing.

U. A. Signs Charles Ray
for “Garden of Eden 99

Charles Ray will return to United Artists
to play the leading man opposite Corinne
Griffith in “The Garden of Eden,” her next
picture for the company. Ray formerly
appeared in “The Girl He Loved” and “A
Tailor Made Man” for United Artists.

Mary Pickford’s picture, “My Best Girl,”
has been cut, titled and previewed. The
picture will be released simultaneously in
the 13 cities in which the “My Best Girl”
contests were held.

Ted Shawn has been engaged by
Samuel Goldyn to direct the male
dancing chorus in Gilda Gray’s
new United Artist picture, “The
Devil Dancer.”

Dolores De Rio and others in
the “Ramona” cast left this week
for Utah where exterior scenes
will be shot for the picture. It
is estimated that the picture will
not be completed before 1928; it
will be one of the 18 United Art-
ists releases for next season’s pro-
gram. Carlos Amor, a cousin of
Dolores, has been signed for an
important part in the picture.

Unknown three months ago, without a
single day’s motion picture experience, and
now leading lady for a prominent star,
and with a five year contract; such is the
fortune of 17-year-old Marion Byron, who
is playing the feminine lead in Buster Kea-
ton’s “Steamboat Bill, Jr.” A friend of
her’s persuaded her to have a screen test

made. The next day Keaton signed her
for the picture. Who says there are not
such things as fairy tales?

Lon Chaney Plays
Gangster for M-G-M

“The Big City,” a drama of life among
gangsters and in New York night clubs
will be Lon Chaney’s next picture for
Metro-Goldwyn-Mayer. Chaney will play
the part of gangster leader in the story
written by Tod Browning who will also
direct the new production, filming on which
will start within the next two weeks.

Rufus McCosh and his wife, Dwinelle
Benthall, have completed the writing of
titles for Richard Barthelmess’ latest pic-
ture, “The Drop Kick.”

Lillian Copeland, one of the most
famous women athletes in the world,
has been signed for a part in Marion
Davies’ picture, “The Fair Co-ed,”
which is now in production. She
has for the last two years held the
title of champion all around woman
athlete of the world. A number of
well known foot ball players have
also been signed for the picture.

Marjorie Daw is soon to be seen
opposite Tim McCoy in “Spoilers
of the West,” which will go into
production as soon as the Western
star completes “Wyoming” for
Metro-Goldwyn-Mayer. The picture
will be directed by W. S. Van Dyke.
According to M-G-M all London cinema
records have long since been broken by
the run of “Ben-Hur” which has been
shown in the British capital for 45 weeks.
The best previous run of a film in London
was that of “The Four Horsemen of the
Apocalypse,” which played 24 weeks at
the Palace theatre.

First National Buys
Three Stories

First National has recently bought three
short stories from which pictures will be
made. Film rights have been purchased
for “The Pavillion Queen,” a short story
that appeared in The Country Gentleman
by Ida M. Evans. The other two are as
yet unpublished, one of which is a story
by John V. A. Weaver entitled “Sailors’
Love,” which is to be published in a forth-
coming issue of College Humor. The
other story is called “Mon Homme” and is
to be included in a volume of stories by
Paul Deresco which D. Appleton & Co.
will publish.

The next picture for the team
of Lloyd Hughes and Mary Astor
will be “Sailors’ Wives,” from a
story by Warner Fabian. It will
go into production some time this
month, just as soon as production
is finished on “No Place to Go.”

Casting is just about completed
on “Man Crazy,” the next co-star-
ring picture for Jack Mulhall and
Dorothy Mackaill. The cast now
includes Edythe Chapman, Walter
McGrail, Phillips Smalley, Ray
Hallor, John C. Fowler, Scott
Seaton and Charles Green. Film-
ing is expected to begin by the end
of this month.

“The Stolen Bride,” First National’s in-
itial starring vehicle for Billie Dove, has
won the Texas Blue Ribbon award for
September. “Smile, Brother, Smile,” an-
other First National picture won the award
for August. One picture is given the award
each month by the Texas M. P. T. O.

Gladys McConnel will again play oppo-
site Harry Langdon in his next comedy
which is tentatively titled “The Nineteenth
Hole.” Though the title sounds as if it
will be a golf picture, it is to be a comedy
based on a family situation.

54

EXHIBITORS HERALD

September 24, 1927

f THE THEATRE 1

Q^AjDtpartmtnt of Practical Showmanship J

The week before “Painting the Town,” a Universal picture starring Glenn
Try on, was to open at Cameo theatre, Pittsburgh, Theodore Davis, manager
of the theatre, engaged these six girls to paint the sign above the marquee.
The girls “worked” in shifts from 11 a. m. until 9:30 p. m. each day.

Theatre Wins Good Publicity
When Preacher Uses Film Text

Few motion pictures have been the topic of laudatory church sermons,
but when the Adams theatre in Detroit played “Beau Geste,” a Paramount
picture, Oscar A. Doob, publicity director for theatre, saw the oppor-
tunity of breaking the rule and getting some good publicity for the pic-
ture.

Novel Lobby Displays
for Little Cost Pay
Small Town Exhibitor

When an exhibitor succeeds in getting
a novel feature into his lobby or front
displays, they will attract attention and
register at the box office. It makes no
difference whether the exhibitor is in a
small town or a large one.

Henry Reeve, manager and owner of the
Mission theatre, Menard, Tex., has found
that he can make displays that are inex-
pensive and easy to make and still pro-
duce results with them. Here is his letter :
Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

I inclose a few photos of our
front on “The Big Parade,” not to
be compared with big town exploi-
tation efforts but then again, worth
doing and easily done in a small
country town. Incidentally, these
are the first shots I’ve sent you of
our new theatre.

The two shots on Paramount’s
“Rolled Stockings” are nothing
particular, but original, I think,
and caused quite a bit of fun be-
fore the picture came in. Just two
lady’s stocking forms and a piece
of beaverboard. It makes them
talk, particularly with a girl stand-
ing at each corner of the board.

A close look at the front of our
marquee will disclose a flood light
focused upon the theatre name,
but in this particular case it illu-
mined the cutout. This flood is
good night stuff, if you haven’t
got an electric sign it attracts well
at night. We expect to get a sign
next year after the newness of the
theatre wears off, for the present
the flood does the work.

Yours very truly,

HENRY REEVE,

This is good work, Mr. Reeve; we hope
you will keep it up. And we like your
new theatre.

So through Doob’s influence, the Rev-
erend Sidney D. Eva, pastor of the Cass
Avenue Methodist Episcopal church, de-
livered a sermon on “Beau Geste,” tak-
ing as his inspiration the brotherly de-
votion theme of the picture. A special
invitation to brothers was extended
through local newspapers.

In explaining his action, the clergy-
man said, “It is gratifying to find a
theatre offering such a picture. A story

that teaches the beauties of brotherly de-
votion is a great thing. ‘Beau Geste’ im-
pressively teaches the inspiring beauty
of brothers devoted to each other. That
the picture embellishes the theme with
thrilling adventure and mystery tends to
carry the message to the millions who
would not otherwise be interested.”

Doob is to be commended on his success
in this campaign. It was a perfect job
and worthy of emulation.

September 24, 1927

EXHIBITORS HERALD

55

House Organ Exchange
Provides Cooperation

for Many Exhibitors

Have you joined THE THEATRE’S
house organ exchange? Many exhibitors
who have already joined the exchange
have found that it proves valuable aid in
getting out their own house organ.

The exhibitors who belong to the ex-
change are producing wonderful house or-
gans. In them you will find many good
ideas that are putting over the house or-
gans and are swelling the box office re-
ceipts. To learn what the other fellow is
doing is always stimulating and worth-
while. This does not mean, necessarily,
that you have to copy the ideas of some
other exhib:tors. Knowing what other ex-
hibitors are doing will give you new ideas
of your own.

Among the new names we are adding
this week, goes that of Joe Mayer of the
Palace theatre, Hamilton, O., and Paul D.
Hollen of the Princess and Royal Theatres,
Mount Hope, W. Va.

Hollen’s paper is called the NEWS-
ETTE, and is a four page weekly. It too,
contains news of local interest in which

a campaign is being waged for wider
streets and the tearing down of telephone
poles. Will this paper be read? You can
bet your bottom dollar it will, for any
paper that boosts the betterment of the
town ‘"'ill be read. Here is Hollen’s letter
to THE THEATRE:

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

We are inclosing copy of our
house organ which we have been
publishing with excellent results
for some time and ask that you
kindly add us to your house organ
exchange as we are desirous of
receiving other house organs and
obtaining new ideas.

Thanking you and with very
best wishes for the continued suc-
cess of the Herald,

Yours very truly,

PAUL D. HOLLEN,
PRINCESS-ROYAL
THE A TRES

Below is the house organ exchange up
to date. If your name is not among those
present, clip out the coupon at once and
send it to THE THEATRE, and remem-
ber we like to see your house organs, too.

Bair, E. E., Falls theatre, Cuyahoga Falls, O.

Barr, Maurice F., Saenger’s New Orleans Theatres,
1401 Tulane Ave.

Blair, M. J., St. Francis theatre, San Francisco, Cal.
Bender, A. R., Olympia, Cleveland, Okla.

Bentley, Floyd E., Kelso Amusement Co., Kelso,
Wash.

BrownelI, Ossie, Carthage theatres, Gloversvillo,

Browning, Harry, Olympia, New Haven, Conn.
Bubert, E. H., Metropolitan, Morgantown, W. Va.
Burns, Frank H., Orlando Enterprises, Orlando, Fla.
Christensen, C. R., Twin City, Chehalia, Wash.

Cox, Ed. F., Princess, Bristol, Colo.

Daley, Thomas S., Schine Amusement Co., Glovers-
valle, N. Y,

Bureau, G. J., Saenger theatres, 1401 Tulane Ave.,
New Orleans, La.

Eaton, Jack, The Legion theatre, Alamosa, Colo.
Eveland, Earle, Twin City Opera House, McCon-
nelsville, O.

Fawks, E. L,, Photo Phone, Graford, Tex.

Fisher, Eldrid, Gem theatre, Pineviile, Ky.

Gardner, Hugh T., Orpheum, Neosho, Mo.

Gaston, Dick, Strand and Orpheum, Madison, la.
Gault, J. C., American, Oakland, Cal.

Gill, R. A., Stand, Honey Grove, Tex.

Glaser, Will J., Grand, Faribault, Minn.

Gurnette, Barney, Lodi theatre, Lodi, Cal.
Hamburger, F. M., Circle, Portland, Ore.

Harley, Alonza, Valentine, Defiance, Ohio.

Hedges, Harry H., Rugby, 820 Utica Ave., Brooklyn.
Hollen, Paul D., Princess, Royal theatres, Mount
Hope, W. Va.

Judd, Forrest E., Prospect, Kansas City, Mo.
Koblen, M,, Scout, Oakdale, La.

Kramer, Louis P„, Lubliner & Trlnz Theatres, Inc.,
307 North Michigan Ave., Chicago, 111.

Little, T. L., Majestic, Camden, S. C.

When Clifford H. Martin staged a
“Battle of Music” at his Opera
House at Millbridge, Me., people
Hocked to the theatre to get a
ringside seat to see the war. Mar-
tin is known for such original ad-
vertising as this.

Lukachie, A. J., Hauber, Camden, Ark.

Lutz, Louis, Fisher’s Fond du Lac, Fond du Lac,
Wis.

MacLeod, M., Wolverine, Saginaw, Mich.

Massey, Earl D., Texas, Killeen, Tex.

Mayer, Joe, Palace, Hamilton, O.

Meredith, G. J., Saenger Theatres, 1401 Tulane
Ave., New Orleans, La.

Miller, Carl F., Miller theatre, Fremont, Ohio.

Mock, Carl F., 56th Street, Philadelphia, Pa.

Moss, Edgar A., Marion Theatre News, Glass Block,
Marion, Ind.

Muller, Benjamin, California theatre, Santa Rosa,
Cal.

Murphy, Harold S., Woodlawn, Chicago.

Nichols, Don, Durham Amusement Company, Dur-
ham, N. C.

O’Rourke, Jack, Laurel, Laurel Springs, N. J.

Olson, H. G., Majestic theatre, Reedsburg, Wis.

Ostenberg, J. H., Orpheum, Scottsbluff, Neb.

Payne, Earl Hall, Kentucky, Lexington, Ky.

Pearl, H., Biograph, London, S. W. England.

Pesky, Edward J., Sun Amusement Co., St. Joseph,
Mo.

Pierce, Howard O., Kunsky Theatrical Ent., Detroit,
Mich.

Pope, Clem, T. & D., Oakland, Cal.

Randall, E. H., Liberty, Conden, Ore.

Rivers, Edwin B., 1718 South Main Street, Royal
theatres, Los Angeles, Cal.

Ross, C. A*> Bijou theatre. Fall River, Mass.

Sachs, S. M., Masonic, Clifton Forge, Va.

Schwie, F. F., Duluth, Duluth, Minn.

Sharpe, Philip B., Strand Theatre Publishing Co.,
Portland, Me.

Shimon, Louis, Uptown theatre, Sheboygan. Wis.

Snyder, E. A., Rialto-Virginia, Champaign, 111.

Solomon, H., Strand, McComb, Miss.

Sorg, J. H., Jefferson, Fort Wayne, Ind.

Stiefel, S., Roxboro, Philadelphia, Pa.

Stiles, J. H., The Dalles Amusement Co., The Dalles,
Ore.

Thompson, N. T., Crystal theatre, Fort Atkinson,
Wis.

Wallace, H. Jim, Lincoln Square, Decatur, 111.

Wheeler, Ed A., Cleveland, O.

Weinberg, D. H., New and Strand, Staunton, Va.

Weinberg, I., New and Yric, Lexington, Va.

Whitback, Frank, West Coast Theatres, Inc., 134
Leavenworth St., San Francisco, Cal.

Wiggins, Clarence, Y. M. C. A., Manchester, Ga.

Wilson, T. S., Seeley, Abilene, Kan.

Woodward, Kenneth V., Penn-State Amusement Co.,
Uniontown, Pa.

Ziprik, G., Y. M. C. A., Westbourne, Tex.

Editor THE HERALD,

EXHIBITORS HERALD,

407 So. Dearborn St.,

Chicago, Illinois.

Sir:

I shall be pleased to exchange house
organs with fellow exhibitors-publish-
ers and you may enter my name in
your House Organ Exchange.

(Signed)

(Theatre)

(City) (State)

Are You Looking for

House Organ Copy?

This Should Help You

Perhaps you are getting out the next
issue of your house organ, and there is
one little hole in it for which you haven’t
just the right thing to put in it. All right,
just stick any or all of this in it.^ It ought
to fill the hole, and maybe it’s just what
you were looking for.

We Get the Best

The best theatre gets the best shows.
This is an unbroken rule. The explanation
is simple : the best theatres can afford to
pay what the best costs. More people go
to the best theatre than any other. The
best theatre represents a larger investment
than any other. All business pertaining to
the operation of the best theatre is con-
ducted on a larger scale. The best theatre
is financially able to buy the best pictures;
owners of the best pictures want them
shown in the best theatres; and so the
best is provided. This theatre has the
choice of every worthwhile picture pro-
duced. (Julian Theatre, Chicago, 111.)

* * *

Out of the Kitchen
and Into the World

Supper is over. No romance in a dish-
pan. No, so why let mother do the dishes
alone? Dad and sonny will help. Six hands
now and a good seat that much sooner.
Much- of our evening’s entertainment de-
pends upon the careful selection of the
theatre. What theatre? You need not give
\\ a: thought. This theatre is the theatre
that you can always depend upon to give
you a well balanced program, from the
short subject to the feature, coupled with
good music, perfect projection and bargain
admission prices. (Tulian theatre, Chicago,
111.)

* * *

A Family Trust

The motion picture theatre, accorded a
patronage support far greater than that
accorded the stage theatre, accepts with
that support a far greater responsibilty
and a far greater trust.

The stage theatre of the present day
makes a practically exclusively adult ap-
peal. Stage theatre prices are high in
keeping with that condition.

The motion picture theatre makes a fam-
ily appeal. Motion picture plays are writ-
ten and acted for adults and children at
once. Motion picture prices are in keeping
with this condition.

This theatre and the motion picture in-
dustry at large are keenly appreciative of
this great family trust. (Buckingham thea-
tre, Chicago, 111.)

* * *

Motion Pictures
and Citizenship

Did you ever stop to think about the
importance of the motion picture theatre
in a town? The motion picture theatre
is a great builder of citizenship. It pro-
vides a place of amusement for the boys
and girls of your town that cannot be
duplicated. Think what would happen if
the theatres in your city were closed. What
would the young people, and the old peo-
ple, too, do with their idle time? At the
motion picture theatre, young people learn
of the whole world. The peoples and coun-
tries of the world are brought before their
eyes. They see pictures that stress the
moral values of life, and the value of good
citizenship. Take away the motion pic-
tures, and young people would be forced
to devise new forms of amusement. Would
they be as safe and as valuable as motion
picture amusement?

56

EXHIBITORS HERALD

September 24, 1927

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Re: Block (Head) Booking

NAPOLEONVILLE, LA.— To the Ed-
itor: You note the “head” is in brackets,
well, that’s where a feller’s head ought to
be (and probably is) when he falls for that
bunk.

Producer says, via the distributor, “Do
you mean to insinuate that we should
scrap such and such a picture after ex-
pending several hundred thousands of dol-
lars in or on its production?”

Well, why not? No argument is good
that does not stand up to its logical con-
clusion, is it? Suppose, for instance, I paid
a rental of $50 on a picture that cost the
producer nearly a million dollars to pro-
duce and this great outlay made it absol-
utely necessary to set a minimum of $50
as rental. In itself, this is a good argu-
ment, but the fact remains that, notwith-
standing this great expenditure, this picture
is a decided flop, notwithstanding the im-
mense sum used in its production. They
failed to invest this picture with that name-
less “it” that wins popular approval. Just
why should an exhibitor be expected (as he
is) to buy this picture? He is not so much
concerned about the production costs as
he is about the popular appeal.

If an exhibitor must feel bound to ac-
cept a picture simply because it cost too
much to scrap, why not follow this line of
argument out to its logical or rather, il-

Fox is offering its new comedy team in
its feature comedy, "The Gay Re-
treat.” The team is composed of Ted
McNamara and Sammy Cohen, two
comedians who have won popular
favor through recent portrayals. This
is a war comedy, with Judy King and
Gene Cameron also in the cast.

logical conclusion, i. e., hand this line to
our patrons. Why couldn’t we with equal
justice say to our patrons, “if you don’t
buy a ticket for this picture, you can’t buy
a ticket to our subsequent pictures.” I’ll
give any exhibitor a carload of thousand
dollar bills who tries this and does not
close his doors or have the sheriff close
them for him. There may be a difference,
a line of demarkation not visible to me,
but to one of my limited intelligence the
distinction is minus the difference.

Under the block booking system, you are
not only expected to buy pictures that have
been produced regardless of their box of-
fice value, but you are requested to sign up
for pictures that only exist in the imagina-
tion of some author or, having been suc-
cessfully written, is subject to mutilation at
the hands of some misguided director. No
guarantee, mind you, no forfeiture clause
in the contract that permits you to recover
if the picture does not “click” up to ex-
pectations, these expectations being based
on the rental asked.

Is there anywhere a commodity sold at
an established price whose value to the
buyer is wholly problematical? I mean
outside of this picture business. I have
before now cancelled pictures for which
I had paid the rental as per contract
simply because I knew I could not “pass
the buck” to the public as it was passed to
me. Why should the exhibitor be asked to
share the loss of the producer? We had
no hand in making it, why should they ex-
pect to dump anything and everything on
the exhibitor? Why should we continue to
be such “dump” lings ?

I say without fear of successful con-
tradictions, that this block booking is ab-
solutely, most empatically, irrefutably and
lots of other big words, wrong and when
this industry “still in its infancy” grows
to maturity and sanity, this system will be
relegated to — Oh, well, where do you tell
a feller to go when you’re mad?

By the way, what’s happened to the
“Spotlight?” Just when the contributors
to this column began to realize that this
column offered a fine medium of poetic
expression (medium and otherwise,) it dis-
appears, or discontinues.

Put is back, remember we said it or

We’ll take this up with the managing
editor.

Also, put Adeline back, not too far back.
— Peter Bylsma, Victory theatre, Napo-
leonville, La.

The Salmon River in Films

SALMON, IDAHO. — To the Editor :
There is an educational, geographic film of
six reels, taken within the borders of the
LJnited States, that is easily comparable
with any Alaskan, African or any other
scenic on the market. It depicts the last
virgin wilderness of some 300 miles square
of unexplored territory of our nation. It
lies in the almost impenetrable fastnesses
of central Idaho and the delightful yet
hazardous task of photographing this
country fell to the lot of Mr. H. W.
Weidner of Payette, Idaho, who has just
completed his second trip by canoe and
long boat down the famous Salmon river
and its principal tributary, the hitherto
impassable Middle Fork.

This picture will delight all lovers of
the out of doors. Over 2000 feet of film
show wild game in their native haunts,
such as deer, mountain goats, elk, big horn
sheep, bear and otter. This film also shows
the grandest of mountain scenes, alluring
canyons and beautiful mountain streams.
Furthermore there are shots after shots
of tense action when the boat rushes over
furious foaming rocky rapids and death is
forstalled only by a fraction of a second.

No other adventure in America today
can match the dangerous feat of running
the Salmon river canyon in a boat.

The photography is remarkably clear and
print is brand new.

Write to Mr. Weidner for this beautiful
film ; it will highly please and greatly re-
pay you. This is a completed version of
the film I reported last May. Mr. Weidner
has made a second trip into the interior
and has added two reels of especial interest.
- — Philip Rand, Rex theatre, Salmon,
Idaho.

Branton Was With
Educational Four
Years ; Now F & R

r' RALPH BRANTON, former man-
N-** ager of Educational’s Minneapolis
branch, and now director of operations for
F & R, admits
that his career in
the film business
has been “one long
sweet song.” He
was with Educa-
tional continuously
for four years be-
fore joining Fink-
elstein & Ruben re-
cently. Previous
to that time, Mr.

Branton was pub-
lisher of “Greater
Amusements,” a
regional motion
picture trade mag- G. Ralph Branton

azine.

He claims that there is little of interest
in his career — so little adventure — but if
you want to hear a good story just ask him
if he ever tried to substitute for a marshal
in a “false alarm” liquor raid.

Outside of the picture business, he has
no favorite sports or hobbies with the ex-
ception of his little four-year-old daughter,
who “is both” to him.

Metro-Goldwyn-Mayer’s “Ben-Hur” has
forced London run records into the
discard with the passing of the 45th
week of showing. More than a million
persons have seen the production
there, including 19 members of the
royalty and more than 100 official
school parties. May McAvoy, Ramon
Novarro and Bert Woodruff are shown
in these scenes.

September 24, 1927

EXHIBITORS HERALD

57

V • ‘ '‘'l'1- ‘ rrr,.r, - 1

. ' ' • - *'^I i ^

IB /£ v*

ii iSoa

(HI 1

lliii

; Ik*.

%. THE BOX OFFICE TICKER

lj C'lhe HERALD System for determining

I the definite attraction values

i of Motion pictures

I I jdm

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

No Man's Gold (Fox) 82.50%

Tell It To the Marines (M-G-M) 80.82%

The Cohens and Kellys (U) 78.00%

Tillio the Toiler (M-G-M) 77.50%

Laddie (F B O) .. 76.93%

Irene (F. N.) 76.75 %

Keeper of the Bees (F B O) - 76.69%

The Calgary Stampede (U) 75.80%

The Mysterious Rider (Par) 75.80%

II (Par) 75.27%

Don Mike (F B O) 74.14%

Johnny Get Your Hair Cut (M-G-M) 73.95%

The Magic Garden (FBO) -.73.17%

The Great K. and A. Train Robbery (Fox) ..73.00%

The Vanishing American (Par) 72.82%

The Tough Guy (FBO) 72.46%

Arizona Sweepstakes (U) 72.42%

Slide, Kelly, Slide (M-G-M) 72.12%

The Last Trail (Fox) 72.10%

Chip of the Flying U (U)...- 72.00%

The Volga Boatman (P D C) 71.14%

Flesh and the Devil (M-G-M) 70.11%

The Winning of Barbara Worth (U. A.) 69.43%

Let's Get Married (Par) 69.38%

The Sea Beast (W. B.) - 69.30%

The Bat (U. A.) 69.15%

The Unknown Cavalier (F. N.) 69.13%

The Gentle Cyclone (U) - 68 81%

Ella Cinders (F. N.) 68.80%

The Quarterback (Par) 68.63%

The Son of the Sheik (U. A.) .. 68.38%

The Overland Stage (F. N.) 68.34%

Tin Hats (M-G-M) 63.21%

Mr. Wu (M-G-M) 68.09%

The Scarlet West (F. N.) 67.40%

The Campus Flirt (Par) - 67.19%

The Last Frontier (PDC) 66.78%

The Fire Brigade (M-G-M) 66.42%

Sea Horses (Par) 66.40%

The Four Horsemen (M-G-M) 66. “0%

Up in Mabel's Room (P D C) 66.20%

Senor Daredevil (F.N.) 66.17%

Hands Across the Border (FBO) 66.15%

The Black Pirate (U. A.) 65.94%

The Scarlet Letter (M-G-M) 65.90%

A Regular Scout (F B O) 65.84%

The Phantom Bullet (U) - 65.66%

Three Bad Men (Fox) 65.42%

Man of the Forest (Par) 65.09%

The Devil Horse (P) -.64 69%

We’re in the Navy Now (Par) 64.53%

His Secretary (M-G-M) 64..- 0%

The Kid Brother (Par) 64 37%

The Night Cry (W. B.) 64.33%

While London Sleeps (W. B.) - 64.?0%

Across the Pacific (W. B.) 64.07%

For Heaven's Sake (Par) 63.45%

Skinner's Dress Suit (U) 62.84%

Little Annie Rooney (U A ).... 62.83%

Lone Hand Saunders (F B O) 62.71%

That's My Baby (Par) 62.42%

War Paint (M-G-M) 62 30%

Corporal Kate (P D C) 62 00%

Brown of Harvard (M-G-M) 61.96%

The Denver Dude (U) 61.72 %

The Man in the Saddle (U) 61.63%

Twinkletoes (F. N.) 61.22 %

Tramp, Tramp, Tramp (F. N.) 61.00%

The Buckaroo Kid (U) 60 94%

The Texas Streak (U) 60.50%

Under Western Skies (U) 60.09%

The Two Gun Man (FBO) 60.00%

Behind the Front (Par) 59.94%

Tony Runs Wild (Fox) 59 78%

Canyon of Light (Fox) 59.64%

The Teaser (U) 59.50%

The Understanding Heart (M-G-M) 59.47%

The Waning Sex (M-G-M) 59.32%

Sweet Daddies (F. N.) 59.31%

The Silent Rider (U) 59.00%.

The Flaming Forest (M-G-M) 58.83%

His People (U) 58.71%

Wild to Go (FBO) , 58.33%

Sally, Irene and Mary (M-G-M) 53.09%

Clash of the Wolves (W. B.) 57.75%

The Cowboy Cop (FBO) 57.72 %

Stranded in Paris (Par) 57.64%

Winners of the Wilderness (M-G-M) 57.46%

Forever After (F. N.) 57.18%

The Dark Angel (F. N.) 57.14%

Private Izzy Murphy (W. B.) 57.00%

Forlorn River (Par) 56.92 %

The Flaming Frontier (U) 56.85%

The Wilderness Woman (F. N.) 56.84%

The Temptress (M-G-M) .56.73%

Old Clothes (M-G-M) 56.69%

Rolling Home (U) 56.58%

Upstage (M-G-M) 56.47%

Mike (M-G-M) 56.45%

The Flying Horseman (Fox) 56.38%

The Red Mill (M-G-M) 56.38%

Mantrap (Par) 56.30%

Kid Boots (Par) 56.13%

Men of Steel (F. N.) 56.13%

Wild Justice (U. A.) - 55.86%

The Rain Maker (Par) 55.72%

Paradise (F. N.) 55.58%

Born to the West (Par) 55.45%

Subway Sadie (F. N.) 55.25%

It Must Be Love (F. N.) 55.20%

The Return of Peter Grimm (Fox) 55.20%

The Johnstown Flood (Fox) 55.08%

The Palm Beach Girl (Par) 55.08%

The Unknown Soldier (PDC) 55.00%

Breed of the Sea (FBO) 54.80%

Knockout Riley (Par) 54.76%

The Greater Glory (F. N.) - — 54.00%

The Country Beyond (Fox) 53-91%

Hero of the Big Snows (W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

Variety (Par) 53.63%

What Happened to Jones (U) 53.62%

How It Works

Suppose your average daily gross on your
record attraction was $75. That would be
100 per cent, or the basis on which to fig-
ure your percentage for THE BOX OF-
FICE TICKER. The following is illustrative

of this system:

$75.00

74.50

74.00

73.50

73.00

72.50

72.00

71.50

71.00

70.50

70.00

69.50

69.00

68.50

68.00

67.50

67.00

66.50

66.00

65.50

65.00

64.50

64.00

63.50

63.00

62.50

62.00

61.50

61.00

60.50

60.00

59.50

59.00 _

58.50

58.00

57.50

57.00

56.50

56.00

55.50

55.00

100%

99%

98%

97%

96%

95%

94%

93%

92%

91%

90%

89%

88%

87%

86%

85%

84%

83%

82%

81%

80%

79%

78%

77%

76%

75%

74%

73%

72%

71%

70%

69%

68%

67%

66%

65%

64%

63%

62%

61%

60%

Aloma of the South Seas (Par) 53.44%

Her Big Night (U) 53.44%

Let It Rain (Par) 53.08%

Tin Gods (Par) 52.86%

Sweet Rosie O’Grady (Col.) 52.72%

The Barrier (M-G-M) 52.68%

The Midnight Sun (U) . ........52.58%

Kosher Kitty Kelly (F B O) 52.57%

Eagle of the Sea (Par).... 52.55%

Poker Faces ( U ) 52.35%

Stepping Along (F. N.) 52.23%

The Adorable Deceiver (FBO) 52.00%

The Prince of Pilsen (P D C) 51.60%

Whispering Wires (Fox) ..51.54%

Prisoners of the Storm (II) 51.45%

The Ice Flood (U) 51.43%

Say It Again (Par) 51.25%

Sparrows (U. A.) 51.15%

Tumbleweeds (U. A.) 51.07%

Bred in Old Kentucky (FBO) 50 90%

The Runaway Express (U) 50.82%

Miss Nobody (F. N.) 50.47%

One Minute to Play (FBO) 50.44%

The Wanderer (Par) 50.36%

Hogan’s Alley (W. B.) ..50.25%

Spangles (U) 50.25%

Mare Nostrom (M-G-M) 50.22%

The Blue Eagle (Fox) 49.92%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

The Million Dollar Handicap (P D C) 49.82%

Out of the West (F B O) 49.80%

Her Honor the Governor (FBO) 49.76%

The Arizona Streak (F B O) 49.75%

The Show Off (Par) 49.73%

The Ancient Highway (Par) 49.40%

Hair Trigger Baxter (F B O) ...49.40%

Faust (M-G-M) 48.60%

BattHng Butler (M-G-M) 48.52%

Whispering Smith (PDC)... 48 45%

Desert’s Toll (M-G-M) 48.25%

The New Commandment (F. N.) 48.08%

The Still Alarm (U) 47.50%

Take It From Me (U) 47.50%

The Waltz Dream (M-G-M) 47.15%

Wet Paint (Par) 46.81%

Just Another Blonde (F. N.) 46.80%

There You Are (M-G-M) 46.77 %

Love ’Em and Leave ’Em (Par) 46.72%

Paradise for Two (Par) 45.77%

Hold That Lion (Par) 45.43%

The Marriage Clause (U) - 45 25%

So’s Your Old Man (Par) 45.25%

The Border Sheriff (U) 45.00%

Ladies at Play (F. N.) - - 44.82%

Partners Again (U. A.) 44.25%

Midnight Lovers (F N.) 44.07%

The Blind Goddess (Par) 43.88%

A Little Journey (M-G-M) 43.46%

Bigger Than Barnums (FBO) 43.27%

The New Klondike (Par) 43.27%

Blarney (M-G-M) - 43.23%

Bardelys the Magnificent (M-G-M) 42.73%

Fine Manners (Par) 42.69%

The Canadian (Par) 42.60%

The Duchess of Buffalo (F. N.) 42.45%

The Old Soak (U) 42.42%

La Boheme (M-G-M) 41.95%

Fig Leaves (Fox) 41.90%

The Ace of Cads (Par) 41.40%

Fascinating Youth <Par) - 41.29%;

The Love Thief (U) 40.90%

Miss Brewster’s Millions (Par) 40.79%

Everybody’s Acting (Par) 40.23%

The Wise Guy (F. N.) 39.83%

The Cat’s Pajamas (Par) 39.09%

Perch of the Devil (U) - 37.69%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (F. N.) 36 90%

Steel Preferred (PDC) 34.70%

You’d Be Surprised (Par) 34 50%

The Magician (M-G-M) 34 42%

The Great Gatsby (Par) .-. 34.00%

Exit Smiling (M-G-M) 33 50%

Don Juan’s Three Nights (F. N.) 30.80%

The Amateur Gentleman (F. N.) 30.27%

Pals First (F. N.) 28.40%

58

EXHIBITORS HERALD

September 24, 1927

The Reco

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

gnized National Classified Advertising

Medium

Position Wanted

YOUNG MAN, age 23, single, desires connec-
tion with theatre where hard work and integrity
will bring advancement. Have high school edu-
cation, two years publicity experience, five years
experience on Power’s and Simplex projectors
with High Intensity and Reflector arcs. If you
have an opening for a clean-cut enterprising young
man, whose capability, reliability and character
will stand a rigid investigation, address Box 202,
Exhibitors Herald, 407 S. Dearborn Street, Chi-
cago, Illinois.

VIOLINIST — Brilliant tone. Wife pianist.
Work in orchestra or as team in picture theatre.
Large library. State salary. Address Box 204,
Exhibitors Herald, 407 S. Dearborn Street, Chi-
cago, 111.

MALE ORGANIST — plenty experience. Abil-
ity; Snappy Jazz; Improvise; Classical; Excellent
library ; Cue accurately ; Piano for vaudeville ;
Feature; Union; Married. Address Box 206, Ex-
hibitors Herald, 407 South Dearborn Street, Chi-
cago, Illinois.

COMPETENT OFFICE MANAGER, AC-
COUNTANT, SYSTEMATIZER, CORPORA-
TION CASHIER. 5 years last position. Bring-
ing order out of chaos a specialty. Will go any-
where. Married. Address Box 208, Exhibitors
Herald, 407 South Dearborn Street, Chicago Illi-
nois.

OPERATOR AND ELECTRICIAN — Ten
years’ experience. Married. Wants steady job.
Address Box 93, Cedar Falls, Ta.

Organist Wanted

ORGANIST WANTED — Feature Organist in
Middle West deluxe neighborhood movie theatre.
No orchestra. Almost daily changes. Evening
work with one or two matinees per week. New
Wurlitzer, Style E. Address Box 209, Exhibitors
Herald, 407 South Dearborn Street, Chicago,
Illinois.

Theatre For Sale

FOR SALE — Only show in town of 2,200.
$50,000 monthly payroll ; rapid growing city ;
show making money. Good reason for sell'ng.
Don’t answer unless you have $2,500 cash. Ad-
dress Earl H. Barrett, Liberty theatre, Qu'nton,
Okla.

FOR SALE: 400 Seat Theatre. Best loca-
tion in Danville, 111. 42,000 population and 25,000
to draw from; pavement into city from every

direction. Terms; quick sale, going West account
of sickness. 7 day show. Lease to June 15,
1932. Address W. W. Dye, Realtor, Danville, 111.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

HIGH SPECIALIZATION AND GREAT
SKILL in mechanics — a shop and tools built
for a purpose — can produce nothing but the best
of results and satisfaction. This is what Joseph
Spratler has in conducting his own motion picture
equipment repair business. Send your work to
me and satisfaction will be assured. Relief equip-
ment loaned free. Address me at 12-14 E. Ninth
Street, Chicago, Illinois.

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers

@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

1,000 DANDY UPHOLSTERED chairs twenty
inches wide and for regulation sloping floor. These
chairs are from one of Chicago’s finest theatres
and we will guarantee every chair to be in per-
fect condition before leaving Chicago. Write for
exact photograph and exceptional low price. Ad-
dress C. G. Demel, 845 South State Street, Chi-
cago, 111.

SPECIAL: 650 Upholstered leather chairs,

taken out from one of Chicago’s finest legitimate
theatres that has been dismantled. These chairs
are a combination dark red mohair, upholstered,
panelled back with newly upholstered red imi-
tation Spanish leather seat to match. The seats
are one of the highest spring constructed chairs
that is made by the Andrew Chair Company, at
very low prices. Address Illinois Theatre Equip-
ment Co., 12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT includ-
ing 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

September 24, 1927

EXHIBITORS HERALD

59

‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors * reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,*’ EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

THE LONE WOLF RETURNS: Bert Lytell—
A picture that holds the interest of all classes.
A medley of society drama, mystery, and crooks.
Six reels. — Dorothy B. Strauss, Doradele theatre,
Copperhill, Tenn. — Small town patronage.

FBO

VALLEY OF BRAVERY: Bob Custer— 40%.
September 2. Very good Western and war pic-
ture. Good war scenes of front line, then back
to the ranch and some more fighting and riding.
Well liked by patrons. Five reels. — A1 Stoddard,
Rex theatre, Madisonville, Tex. — General patron-
age.

THE GORILLA HUNT: Ben Burbridge’s Hunt
- — 60%. August 22-23. Such a picture as this
will draw you a crowd but so many times the
picture is misunderstood by your patrons and
they feel “gyped.” This picture resulted that
way for us. We advertised it as it was. It’s a
good picture of a hunt, but our people expected a
plot and a story. Be careful of this one. Five
reels. — A1 Stoddard, Rex theatre, Madisonville,
Tex. — General patronage.

BREED OF THE SEA: Ralph Ince— 60%.
September 5-6. Peter B. Kyne story and a good
picture of sea life and the South Sea Isles.
Plenty of suspense and action. Pleased our
patrons. — A1 Stoddard, Rex theatre, Madisonville,
Tex. — General patronage.

DON MIKE: Fred Thomson — 40%. August 20.
Not up to this star’s former pictures. Only fair
Western. Six reels. — E. D. Luna, Cozy theatre.
Wagoner, Okla. — General patronage.

THE ADORABLE DECEIVER: Special cast—
15%. September 2. A good program.— Bert Silver,
Silver Family theatre, Greenville, Mich. — Gen-
eral patronage.

ALL AROUND FRYING PAN: Fred Thom-
son— 50%. September 3. Fairly good picture of
the same old stuff heretofore shot in other of
his pictures. Nothing new. Will not please
those who have seen all of his pictures. Six
reels. — A1 Stoddard, Rex theatre, Madisonville,
Tex.- General patronage.

WILD TO GO : Tom Tyler and Pals — 50%.
August 26. Only a fair picture for this star.
Will not please all of your Western crowd. Five
reels. — A1 Stoddard, Rex theatre, Madisonville,
Tex. — General patronage.

MIDNIGHT FLYER: Cullen Landis— 23%.

August 29-30. A good railroad picture, fine for
Saturday night crowds. But will have to add
that I had plenty of walkouts on it on account
of bad print. The print sent me must have been
in existence in the time of Shakespeare for I
don’t see how a print could get in its condition
in any shorter length of time. Seven reels. —
Aubrey Swearingen, Crescent theatre, Woodville,
Tex. — Small town patronage.

BORN TO BATTLE: Tom Tyler — 40%. Au-
gust 27. Good for Western fans but it was sub-
stituted on me for another picture so my patrons
were dissatisfied. Five reels. — Aubrey Swearingen,
Crescent theatre, Woodville, Tex. — Small town
patronage.

KING OF THE TURF: Patsy Ruth Miller—
27%. August 22-23. This is a good Saturday
picture for any one in small towns as all F B O’s.
If you can get a good print, for it is an old one.
I have had a great deal of trouble with F B O’s
prints out of Dallas. Seven reels. — Aubrey

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

Swearingen, Crescent theatre, Woodville, Tex. —
Small town patronage.

PARISIAN NIGHTS: Elaine Hammerstein —
19%. September 5-6. Not much except for Sat-
urday night. Seven reels. — Aubrey Swearingen,
Crescent theatre, Woodville, Tex. — Small town
patronage.

ISLE OF RETRIBUTION: Special cast — 15%.
August 8-9. Good story, good stars, and acting
ruined for me by one of the worst prints I ever
put through Powers machines. If all prints on
this picture are this way in Dallas, Tex., exhibi-
tors that have it booked had better look out.
Seven reels. — Aubrey Swearingen, Crescent thea-
tre, Woodville, Tex. — Small town patronage.

LAST EDITION : Special cast — 27%. August
15-16. Another picture out of Dallas that ought
to be in the junk pile. I think it was worse
than junk. Picture pretty good but you can't
please any one these days when the film breaks
all through the 6how. Seven reels. — Aubrey
Swearingen, Crescent theatre, Woodville, Tex. —
Small town patronage.

SILVER COMES THRU: Fred Thomson-
Very good Western with lots of comedy. Ranks
well with the other Thomson’s. — S. H. Rich, Rich
theatre, Montpelier. Idaho. — General patronage.

LIGHTNING LARIAT: Tom Tyler— August 16.
A very good Western that will please most any
audience. Five reels. — P. G. Held, Strand thea-
tre, Griswold, la. — General patronage.

THE GORILLA HUNT: Special cast^-A won-
derful picture of its kind. Don’t run it alone,
but made a double feature out of it. It’s great. —

S. H. Rich, Rich theatre, Montpelier, Idaho. —
General patronage.

OUT OF THE WEST: Tom Tyler— August
30-31. A good little Tyler picture. Liked fine
by the kids. Print No. 1. Five reels. — P. G.
Held, Strand theatre, Griswold, la. — General pat-
ronage.

THUNDERING HOOFS: Fred Thomson— Au-
gust 20. Didn’t see this one but heard nothing
but good comments on it. Six reels. — Aubrey
Swearingen, Crescent theatre, Woodville, Tex.—
Small town patronage.

ARIZONA NIGHTS: Fred Thomson— Very

weak offering ; about the worst that we have had
Thomson in. Will not please the Thomson fans.
—A. Mitchell, Dixie theatre, Russellville, Ky.' — •
Small town patronage.

ARIZONA NIGHTS: Fred Thomson— August
18. As usual another good one from Fred that
pleased. A little different from the usual run
from this star, with a little better story. Seven
reels. — Dewey L. Kisor, Sterling theatre, Fair-
mont, Neb. — Small town patronage.

BRED IN OLD KENTUCKY: Viola Dana-
August 6. Would hardly class this as an average
program picture. Miss Dana good, but nothing to
the picture. Drew fair on Saturday, but had no
comments. Six reels. — Dewey L. Kisor, Sterling
theatre, Fairmont, Neb. — Small town patronage.

HANDS ACROSES THE BORDER: Fred
Thomson — August 16-17. One of Thomson’s best
Silver King does some wonderful work. While
this picture is quite old it still is a good drawing
card. I find all of Thomson’s pictures are a good
bet. Six reels. — P. G. Held, Strand theatre, Gris-
wold, la. — General patronage.

First National

SUNSET DERBY: Mary Astor— 50%. August
23. A pleasing horse race drama which I played
with Dempsey-Sharkey fight pictures. Six reels.
— R. Pfeiffer, Princess theatre, Chilton, Wis.—
Small town patronage.

AN AFFAIR OF THE FOLLIES: Special cast
— 40%. September 1. A very fair picture. — Bert
Silver, Silver Family theatre, Greenville, Mich. — ■
General patronage.

AN AFFAIR OF THE FOLLIES: Billie Dove
— 30%. August 31-September 1. A good pro-
gram picture, drew fair business. Seven reels. — -
R. Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

THE LAND BEYOND THE LAW: Ken May-
nard— 50%. August 27. Good Western but not
as good as other pictures released before this one.
Just an average Western. Seven reels. — E. D.
Luna, Cozy theatre. Wagoner, Okla. — General pat-
ronage.

THE LAND BEYOND THE LAW: Ken May-
nard— 22%. August 29. Another good one from
Maynard. Everyone pleased. Bad weather hurt
business. Six reels. — A. G. Witwer, Grand thea-
tre, Rainier, Ore. — General patronage.

SEE YOU IN JAIL: Jack Mulhall— 20%.
August 22-23. Good picture, but failed to draw.
Will please most any audience. Six reels. — E. D.
Luna, Cozy theatre. Wagoner, Okla. — General pat-
ronage.

SEE YOU IN JAIL: Jack Mulhall— Just a
fair picture. — A. J. Kempkes, Bonham theatre,
Fairbury, Neb. — General patronage.

PALS FIRST: Lloyd Hughes— 37%. August
25-26. , It will please your audience. It is a
good picture and well acted but below “Miss

September 24, 1927

FOREVER AFTER: Special cast — A very good
picture. The title does not do the picture justice,
but if you use the picture two nights the adver-
tising from the first night will pack your house
the second. — Ernest Lindstrom, Strand theatre,
Marquette, Kan. — Small town patronage.

WE MODERNS: Colleen Moore— August 27.
A little late with this one, but Colleen is sure
there at the B. O. While it drew good do not
think it pleased as much as some of her others.
Seven reels.— Dewey L. Kisor, Sterling theatre,
Fairmont, Neb. — Small town patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— September 3. Another good one from Ken. If
they like action this should please. One thing
about Maynard he does not lick a whole roomful,
nor does he always come out winner as do most
of the Western stars. Seven reels. — Dewey L.
Kisor, Sterling theatre, Fairmont, Neb. — Small
town patronage.

THE STRONG MAN: Harry Langdon—

August 21-22. A pretty good comedy drama but
too long drawn out. Would have been better if
it was in five reels. It drew a fair crowd and
I broke even. Print good. Eight reels. — P. G.
Held, Strand theatre, Griswold, la. — General pat-
ronage.

THE STRONG MAN: Harry Langdon—

September 5. A good comedy but failed to draw.
Title poor and paper worse. If you can get them
in they will enjoy it, but we lost money. — Guy B.
Amis, Princess theatre, Lexington, Tenn. — Small
town patronage.

A LUNATIC AT LARGE: Special east — August
17. Not much of a picture for a small town. I
call this just a fair program picture. Six reels.
— P. G. Held, Strand theatre, Griswold, la. —
General patronage.

LADIES AT PLAY : Doris Kenyon — I bought
this one as a program picture but it should be
classed as a special. It’s the best comedy we
have played since “Charley’s Aunt.” Book it,
advance your price and step on it. Seven reels. —
Ethel M. Hanson, Lincoln theatre, Elm Creek, Neb.
— General patronage.

SMILE BROTHER SMILE: Jack Mulhall—
August 31. A pretty good comedy drama. Noth-
ing wonderful about it, but a little better than
usual First National product this year. Seven
reels. — H. J. Eagan, American theatre, Wautoma,
Wis. — Small town patronage.

WHITE BLACK SHEEP: Richard Barthelmess
— August 30-31. Did not draw for us. Had a few
the first night and less the second night.— Ernest
Lindstrom, Strand theatre, Marquette, Kan. — Small
town patronage.

THE SILENT LOVER: Special cast— A fair
program offering. — A. Mitchell, Dixie theatre,
Russellville, Ky. — Small town patronage.

SYNCOPATING SUE: Corinne Griffith— Sep-
tember 9. A good picture but the title is mis-
leading as there was very little music or dancing.
Photography and acting good, makes a good pro-
gram but not a special. Seven reels. — Guy B.
Amis, Princess theatre, Lexington, Tenn. — Small
town patronage.

Fox

OUTLAW OF RED RIVER: Tom Mix— 75%.
September 3. A splendid action picture like all
of Mix. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

THE SECRET STUDIO: Olive Borden.— 60%.
September 2. This is a good program picture but
Olive Borden didn’t seem to please as many in
this as usual. Very good comedy in it, and
some very beautiful studio poses. Six reels. —
Guy B. Amis, Princess theatre, Lexington, Tenn.
— Small town patronage.

THE MONKEY TALKS: Special cast— 50%.
August 31. A splendid novelty program. Gave
good satisfaction. — Bert Silver, Silver Family the-
atre, Greenville, Mich. — General patronage.

THE WAR HORSE: Buck Jones — September
9-10. Your patrons will have to be Buck Jones
fiends to get anything out of this good-for-nothing
war story. The idea that the Germans were going

EP AUTOMATIC TICKET REGISTER CORE

T23 Sf.vEwTH Avewut wew VoRn city .

Nobody” by a small margin. Eight reels. — Aubrey
Swearingen, Crescent Theatre, Woodville, Tex. —
Small town patronage.

SEA TIGER: Milton Sills — 35%. September
3. A good program picture which seemed to
please but did not do big at box office. Westerns
are the only pictures that will draw on Satur-
days. Six reels. — R. Pfeiffer, Princess theatre,
Chilton, Wis. — Small town patronage.

LONG PANTS: Harry Langdon — 78%. August
12. A good comedy of the Langdon type. Will
please the majority. — Coffee & Ellis, American
theatre, Perryton, Tex. — General patronage.

EASY PICKINGS: Anna Q. Nilsson— 30%.
September 7-8. Very good program picture.
Good story. Pleased all who saw it. Six reels. —
E. D. Luna, Cozy theatre. Wagoner, Okla. —
Small town patronage.

NAUGHTY BUT NICE: Colleen Moore— 60%.
August 29-30. About the best Colleen Moore pic-
ture I have ever played. Pleased 100 per cent.
Had fair business on this one against tent revival.
Seven reels. — E. D. Luna. Cozy theatre. Wagoner,
Okla. — Small town patronage.

NAUGHTY BUT NICE: Colleen Moore— Sep-
tember 4-5. This is a good Colleen Moore picture.
The story is rather weak, but if your patrons
like little Colleen this will go over o.k. Print
good. Seven reels. — P. G. Held, Strand theatre,
Griswold, la. — General patronage.

KTK1 : Norma Talmadge — 49%. September
1-2. Better than the Talmadge pictures, hereto-
fore, but was not liked here. Nine reels.. —
Aubrey Swearingen, Crescent theatre, Woodville,
Tex. — Small town patronage.

tember 7. A very good production. The ladies
especially liked it. Six reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

DANCER OF PARIS: Dorothy Mackaill— 17%.
August 17. Program ' picture. Nothing more.
Eight reels. — -Aubrey Swearingen, Crescent thea-
tre, Woodville, Tex. — Small town patronage.

RANSON’S FOLLY: Richard Barthelmess —
41%. August 11-12. Pretty good for some one
else to play in at small rental but Barthelmess
must have bigger and better pictures to play in
if he ever redeems himself with the public. Eight
reels. — Aubrey Swearingen, Crescent theatre,
Woodville, Tex. — Small town patronage.

SWEET DADDIES: Special cast— 71%. Bet-
ter than some of the highly advertised comedies.
A little spicy for some of the older fane. — Coffee
& Ellis, American theatre, Perryton, Tex. — Gen-
eral patronage.

HARDBOILED HAGGERTY: Milton Sills-
August 31-September 1. A good Sills vehicle that
will please. It drew fairly well but be careful
that you don’t advertise too much airplane war-
fare, as there is very little of airplanes in the
picture. — John L. Damm, Strand theatre, Wads-
worth, O. — General patronage.

FOREVER AFTER: Special cast — 37%. Sep-
tember 6. This is good for two days. The
flappers wept all through it and said it was the
best they had seen this summer. Has football,
love, war, ’n’ everything. — Roy W. Adams, Pas-
time theatre. Mason, Mich. — Small town pat-
ronage.

TRAMP, TRAMP. TRAMP : Harry Langdon — -
78%. August 18-19. Good business on this one
but dissatisfied patrons. Too silly. However, I
don’t see how the boy could act otherwise and
because they are not used to him. Six reels. —
Aubrey Swearingen, Crescent theatre, Woodville,
Tex. — Small town patronage.

THREE HOURS: Corinne Griffith — 32%. Sep-

FRAMED: Milton Sills — August 28-29. Milton
Sills very good in this one. This picture was well
liked by my patrons. I played this on Sunday.
Hereafter I am going to play mostly action pic-
tures on Sunday instead of this mushy bunk.
Print no. 1. Six reels. — P. G. Held, Strand thea-
tre. Griswold, la. — General patronage.

THE STOLEN BRIDE: Special cast — Again
First National scores with a real entertainment,
interesting, romatic, delightful and lavishly pro-
duced, so big in sets that most any one will sit
up and take notice. If I may get personal
would say Billy Dove is everything one 6hould ex-
pect in a movie star, and I am sure she is soon
to be an outstanding celebrity. As for Lloyd
Hughes he does his usual fine performance. What
more can I say. Eight reels. — Wm. H. Brenner,
Cozy theatre, Winchester, Ind. — -General patron-
age.

TOO MUCH MONEY: Special cast— Septem-
ber 10. A fair program picture that seemed to
please, but Miss Nilsson hot as good in this one
as in “Miss Nobody.” Eight reels. — -Dewey L.
Kisor, Sterling theatre, Fairmont, Neb.— Small
town patronage.

I; til

— » ' *' ■+ ' / f

NATIONAL SCREEN SERVICE!!

Distributed, throughout the United States from

CHICAGO NEW YORK LOS ANGELES

845 S.Wabash Ave. - 126-130 W.46*- St. • 1922 S.Vermont Ave.

September 24, 1927

EXHIBITORS HERALD

61

J. C. Jenkins— His Colyum

FISHING BRIDGE CAMP,

YELLOWSTONE NATIONAL PARK, WYO.

Sunday, September 11.

DEAR HERALD:

Well, we’re here. I didn’t think we would be but we are. Frank O’Hara, the
Jewish Rabbi of Elgin, and I left Neligh at 1:05 p. m. Tuesday in Frank’s new
Chrysler 62 and it took us all week to get here. We didn’t average over 395 miles
a day, but that was because Frank wouldn’t let me drive. I tried it once and only
got her up to 68 and Frank stopped me. I wanted Frank to leave his car in my
garage and we would drive Clara, but he wouldn’t consent to it. If we had done
this we would have been here day before yesterday.

It was 89 in the shade when we left Neligh, and last night we came near freezing
to death with a heavy blanket and two quilts over us and a fire in a stove within
four feet of the beds. I’m not stuck on this country as a summer resort, for there is
no summer here.

Along in the night last night I woke up and heard the Rabbi using some mighty
strong language. I go up and opened the door of our cabin and there was Frank in
his pajamas with a club in his hand making hostile motions at a couple of bear that
had been trying to claw the door of his car open to find something to seat. I told
him to bring the bear inside the cabin and lock the door and then they couldn’t
scratch the car, but he wouldn’t consent to this.

About the time Frank would get to sleep I would take a nail and scratch on the
wall and wake him up and say, “Hear those bear? They are out there again,” and
out he would jump and grab his club, make a dive for the door, using some of his
choicest language. I never knew before what a wonderful vocabulary a Rabbi has.

This letter is going to be short. I can see that right now, for Frank has just gone
trout fishing in the Yellowstone river, where the lake empties into the river and I
figure that any man who would try to write here in the park under conditions like
this hasn't very good sense.

The sun has just come up and Frank has returned with six trout, one of which
weighs 4% pounds and he insists that we get on our way to see the balance of the
park before night, and I presume we will have to go. As a matter of fact he doesn’t
want me to get down on that river with my trout rig for fear I will beat his catch;
but just wait, we are not out of the park yet, and you can look for some real fish
stories in my next letter, which will probably be written from Salmon, Idaho, for
I’ll beat this guy if it takes me all fall and winter.

Yours full of enthusiasm but minus the hay fever,

J. C. JENKINS,

The HERALD man.

to blowup several thousand soldiers on a 10-foot
bridge was ridiculous. To make matters worse
the print was no good. Five reels. — John L.
Damm, Strand theatre, Wadsworth, O. — General
patronage.

THE BRONCO TWISTER: Tom Mix— 75%.
September 9-10. They advertise this as an Orville
Dull production, but my people didn’t find it bo
dull as all that. In fact, they were very enthusi-
astic about It. It has lots of stunts, action and
comedy. My only kick is that they didn’t spell
“Bronco” correctly. — Roy W. Adams, Pastime
theatre, Mason, Mich. — Small town patronage.

THE CANYON OP LIGHT: Tom Mix— 100%.
September 10. Broke all house records with this.
Stood them up and turned them away. A good
title and the fact that all outdoor scenes were
made in the Grand Canyon of the Colorado river
added to its drawing power. The picture however
was no better than the usual Mix, but had plenty
of rough stuff and seemed to please all. Six
reels. — Guy B. Amis, Princess theatre, Lexington,
Tenn. — Small town patronage.

ANKLES PREFERRED: Madge Bellamy — 7 f % .
September 3. A good program picture, well liked.
Madge’s foviii is sure easy on your eyes. A hot
spot now and then although my patrons like them
spicy. — Robt. K. Yancey, Bonny theatre, Mansfield,
Mo. — General patronage.

SUMMER BACHELORS: Madge Bellamy—
80%. August 20. A fine picture well made and
directed. Boy, you can’t go wrong on this girl,
another Colleen and Clara in this county. I say
county, as I am the only one in the county who
shows her and they come from all over the county
to see her play. Seven reels. — Robt. K. Yancey,
Bonny theatre, Mansfield, Mo. — General patronage.

BERTHA THE SEWING MACHINE GIRL:
Madge Bellamy — 100%. August 28. Didn't expect
to do much with this one but was surprised as I
had one of the best Sundays this year. An enter-
taining melodrama, not a big picture but pleasing
with Madge Bellamy as the star. Madge always
drew a good crowd for me. Seven reels. — R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

MY OWN PAL: Tom Mix— 65%. August 27.
A good Tom Mix. Six reels. — Robt. K. Yancey,
Bonny theatre, Mansfield, Mo. — General patronage.

THE BLUE EAGLE: George O’Brien — Septem-
ber 6-7. Did not draw, and was not liked. Seven
reels. — J. A. D. Engesather, M. W. A. Movies
theatre, Brocket, N. D. — Small town patronage.

THE FAMILY UPSTAIRS: Virginia Valli—
September 11-12. This is a nice little family
comedy-drama that went over big with the Sunday
erowd. — Roy W. Adams, Pastime theatre. Mason,
Mich. — Small town patronage.

THREE BAD MEN : Special cast — Am late
playing this one but it’s there and will get them
in. — A. Mitchell, Dixie theatre, Russellville, Wis.
— Small town patronage.

THE AUCTIONEER: George Sidney — George
Sidney is good in this, but the picture is very
slow going and draggy presentation for the
average audience. Six reels. — Giacoma Brothers,
Crystal theatre. Tombstone, Ariz. — General pat-
ronage.

Gotham

HIS MASTER’S VOICE : Thunder— the dog— The
dog and the little puppy are good. The support
is fair, the story is a lot of hokum. The kids
liked it. — Roy W. Adams, Pastime theatre, Mason,
Mich. — Small town patronage.

Metro-Goldwyn-Mayer

TWELVE MILES OUT: John Gilbert — 60%.
September 7-8. A very good picture with the
best acting 6een for some time, but the people
were disappointed in the ending and didn’t hesitate
to say so. Think it hurt the second night a little.
Eight reels. — John L. Damm, Strand theatre,
Wadsworth, O. — General patronage.

TILLIE THE TOILER: Marion Davies— 61%.
August 28. Very good. They all liked this one
and business was brisk. Seven reels. — A. G.
Witwer, Grand theatre, Rainier, Ore. — General pat-
ronage.

TILLIE THE TOILER: Marion Davies — A good
drawing card, but only a fair picture. — A. J.
Kempkes, Bonham theatre, Fairbury, Neb. — Gen-
eral patronage.

THE FRONTIERSMAN: Tim McCoy— 41%.
September 4. Historical Western done on a big
scale. Seemed to please generally. Six reels. —
A. G. Witwer, Grand theatre. Rainier, Ore. — Gen-
eral patronage.

THE FIRE BRIGADE: Special cast— 56%.
August 31-Septembcr 1. This is one of the best
pictures of the type we ever played. It has thrill,
suspense, action and excitement. This is one of
the few nine reel pictures that didn’t tire the

people. One reel is in technicolor. Advertise it
big for they will like it. Business was dull and
we lost money, but it was no fault of the picture.
Nine reels. — Guy B. Amis, Princess theatre, Lex-
ington, Tenn. — Small town patronage.

THE FIRE BRIGADE: Charles Ray— 30%.
August 24-25-26. A very good picture and will
please all classes if you can get them in. I
was lucky to break even after spending lots of
money on advertising. People don’t seem to care
for fire pictures in my town. Eleven reels.- — -
R. Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

THE FIRE BRIGADE: Special cast— 26%.
August 29-30. A good picture but we had a
county fair in competition. Ten reels. — Fred H.
Rector, Roseland theatre, Chilhowie, Va. — General
patronage.

PARIS: Charles Ray — 40%. August 27. Did
not draw the patrons out this time, but was a
good show. Six reels. — G. S. Young, Petrolda
theatre, Petrolia, Tex. — General patronage.

WOMEN LOVE DIAMONDS: Pauline Starke
— 15%. August 29-30. A good program picture.
Poor title, no drawing card. Seven reels. — R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

VALLEY OF HELL: Special cast— 40%.

August 15. This is a good program picture and
will please the fans who like Western action. —
Coffee & Ellis, American theatre, Perryton, Tex.
—General patronage.

THE UNKNOWN: Lon Chaney— 50%. Sept.
4-5. One of Chaney’s best. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronge.

THE SCARLET LETTER: Lillian Gish— 50%.
August 28-29. A good big picture, star fair,
pleased about 50/50. — -Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

HEAVEN ON EARTH: Renee Adoree— 60%.
September 4. Only a fair picture. Did fairly
good considering night. Fair for competition, as
they had a big crowd. Opposition house played
a big United Artists picture, “Resurrection,” and
didn’t do half as much. Seven reels. — R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

HEAVEN ON EARTH: Conrad Nagel— August
23-24. Just a fair program picture that did
not draw but seemed to please fairly well. Seven
reels. — Dewey L. Kisor, Sterling theatre, Fair-
mont, Neb. — Small town patronage.

ADAM AND EVE: Special cast— Gee 1 This
is a dandy funny comedy drama. Snappy title,
story of Adam and Eve’s married life. Seven
reels. — Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — General patronage.

A LITTLE JOURNEY: Special cast— September
2-3. Nothing to this. Too mushy and draggy.
These long drawn out kisses — why do they have
them in any picture? I venture to say that there
are not 10 per cent of the movie patrons in a
small town that care to see these long drawn out
kisses. Why don’t the producers cut these out?
Print good. Seven reels. — P. G. Held, Strand
theatre, Griswold, la. — General patronage.

CALIFORNIA: Tim McCoy— 78%. September
3. A good drama of the early days of the West
that is true to history. Plenty of action and
made a very good Saturday night program.
McCoy is a new star for us and does not draw
much, but is gaining in favor. Six reels. — Guy
B. Amis, Princess theatre, Lexington, Tenn. —
Small town patronage.

THE BIG PARADE: John Gilbert— September
7-8-9-10. One wonderful show, the kind that only
comes once in a decade. The admission price
stopped many here from seeing it and it did
not draw as big a crowd as “The Covered
Wagon” did. Had good music which is really
necessary with this show. Also worked up the
big battle scenes back of the curtain during
screening of reel nine. Get the exploitation sheet
which 6hows how to put over the battle scenes
during screening. Thirteen reels. — H. J. Eagan,
American theatre, Wautoma, Wis. — Small town
patronage.

THE BIG PARADE: Special cast — August
29-30-31. Here is a hard one to report on. Un-
questionably one of the screen’s immortals, did
an excellent business, yet the basis on which it
was sold was too great a handicap for this small
town to overcome. Had all we could reasonably
hope for to see it. Unanimous praise for the

62

EXHIBITORS HERALD

September 24, 1927

picture. Put on with stage prologue and ex-
cellent musical score. Paid too much, is the only-
answer. Also feel that the picture was held off
too long. Thirteen reels. — Henry Reeves, Mis-
sion theatre. Menard, Tex. — Small town patronage.

ROOKIES: Karl Dane — August 20. The best
comedy out this year. Better than ‘‘Behind the
Front” and the raw 6pots that some complain
about are not bad at all. Seven reels. — H. J.
Eagan, American theatre, Wautoma, Wis. — Small
town patronage.

UPSTAGE : Norma Shearer — September 1-2.

Mighty good backstage picture. Can hardly be
fully appreciated by the small town audience.
Oscar Shaw, an old friend of ours, is fine.
Brings a naturalness to his screen work that is
refreshing. Wish we saw more of him. Six
reels. — Henry Reeves, Mission theatre, Menard,
Tex. — Small town patronage.

DESERT’S TOLL: Francis McDonald — August
19-20. This is one of the best pictures I have
played for a long while. Full of action and
entertainment. Not the kind of a picture for
Saturday. This drew a full house. Metro pic-
tures are making a little money for me. Print
in No. 1 shape. Six reels. — P. G. Held, Strand
theatre, Griswold, la. — General patronage.

THERE YOU ARE: Conrad Nagel— August 18.
A nice little comedy drama that will please most
any audience. Print No. 1. Six reels. — P. G.
Held, Strand theatre, Griswold, Xa. — -General
patronage.

WINNERS OF THE WILDERNESS: Special
cast — September 2-3. Not a Western. Rather
long, not too interesting, costume picture. Seven
reels.— J. A. D. Engesather, M. W. A. Movies
theatre. Brocket, N. D. — Small town patronage.

THE WANING SEX: Norma Shearer — -August
30-31. My first one of Norma, but will say that
this picture surely pleased. While it didn’t draw
very heavy, had more the second night than the
first. Seven reels. — Dewey L. Kisor, Sterling

theatre, Fairmont, Neb. — Small town patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — August 20. The kids sure went wild
over this one but it drew the older folks as well
and seemed to please, so that’s all that is neces-
sary. Seven reels. — Dewey L. Kisor, Sterling

theatre, Fairmont, Neb. — Small town patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— August 2-3. This has been reported as
not being a big picture, but it sure made us
smile, as it broke our B. O. record all to emash.
We knew that this story was well read but did
not expect such results. Broke another record
for us, as we had much better crowd on second
night which is unusual for us. They said that
it did not follow the book, but that did not make
any difference as we received nothing but praise
for both the picture and Miss Crawford. Six
reels. — Dewey L. Kisor, Sterling theatre, Fair-
mont, Neb. — Small town patronage.

Paramount

LET IT RAIN: Douglas MacLean — 10%. Gave
good satisfaction. — Bert Silver, Silver Family
theatre, Greenville, Mich. — -General patronage.

KNOCKOUT RILEY: Richard Dix— 31%.

September 5. A good prize fight story. Drew
mostly male patrons. The ladies stayed away.
Eight reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

ACE OF CADS: Adolphe Menjou — 25%.
August 2. This should have been named “Ace of
Bunk” because it sure was. All because of no
story. — Robt. K. Yancey, Bonny theatre, Mans-
field, Mo. — General patronage.

LOVE ’EM AND LEAVE ’EM: Louise Brooks
— 35%. August 27. An entertaining picture. A
good title but it didn’t mean much for my Satur-
day night crowd. Seven reels. — R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town
patronage.

THE CANADIAN : Thomas Meighan — 60%.
August 23. A dandy picture enjoyed by all.
Not as slow as some would have you think.
Eight reels. — Robt. K. Yancey, Bonny theatre,
Mansfield, Mo. — General patronage.

CHILDREN OF DIVORCE: Special cast— 85%.
August 12-13. A wonderful production but not
as good as “It.” Seven reels. — Robt. K. Yancey,
Bonny theatre, Mansfield, Mo. — -General patronage.

EAGLE OF THE SEA: Special cast— 70%.
August 9. A good picture, bought right and
made me some money. Eight reels. — Robt. K.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

THE TELEPHONE GIRL: Madge Bellamy —
21%. August 31. Political type story. Seemed
to please all who saw it. Six reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

Whoopee!

SALMON IDAHO

EXHIBITORS HERALD

407 SOUTH DEARBORN STREET

CHICAGO ILLINOIS

J C JENKINS THE HERALD MAN IN JAIL
HERE FOR CATCHING TROUT IN AN
AQUARIUM STOP FISHY PHIL RAND RE-
FUSES ASSISTANCE STOP MRS RAND HAS
CHICKEN DINNER PREPARED WITH SIX
HUCKLEBERRY PIES STOP I REFUSE TO
STAND SPONSOR FOR HIM ANY LONGER
DO YOU WANT HIM BAILED OUT OR
SHOT

F J OHARA

SALMON IDAHO

EXHIBITORS HERALD

407 SOUTH DEARBORN STREET

CHICAGO ILLINOIS

HELP HELP THIS TOWN IS GOING CRAZY
THE GRAND OLD J C JENKINS AND THAT
HUMOROUS FRESH GIANT FRANK OHARA
BLEW INTO FISHVILLE YESTERDAY ON
FIRST LEG NELIGH FORKS AUTO CLASSIC
OHARAS PATSY RUTH MILLER WINNING
HANDS DOWN JENKINS CLARA WAS
SUCKED INTO HANDKERCHIEF POOL
YELLOWSTONE PARK AND TWENTY FOUR
HOURS LATER SPOUTED FORTH IN FORM
OF A POCKET HANDKERCHIEF JENKINS
WILL VOUCH FOR THIS BY SHOWING
YOU THE RAG THESE BOYS THE IN
PATSY RUTH FROM YELLOWSTONE TO
SALMON WERE SWEPT ALONG ON WINGS
OF A ONE HUNDRED MILE AN HOUR
EQUINOXIAL AND SMASHED INTO OUR
CITY BASTILE CAUSING A RIOT I AM
SICK ABED MRS RAND HAS BAILED OUT
JENKINS BUT OHARA REFUSES TO LEAVE
THE FIRST EIGHT FOOT BED HE EVER
SLEPT IN TRIAL SET FOR TOMORROW
I WILL STAND FOR COSTS OF OHARA
IF HERALD WILL DO SAME FOR JENKINS
SEND RILL WEAVER OUT HERE PRONTO
TO TAKE CARE OF THESE WILD INTHANS
ILL RE DARNFO IF ILT. RE FURTHER
RESPONSIBLE WIRE AT ONCE

PHIL RAND

You members of the Herald Family,
should uie let those two rascals stay
on the other side of the bars for a few
days, or should we become soft-
hearted and bail them out? It’s up to
you men.

KID BOOTS: Special cast — 80%. August 16.
Here’s a knockout. Boost it. Six reels. — Robt. K.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

CHANG: Special cast — A wonderful jungle

picture that my clientele passed up. Two days
to below average business. Rental too high for
this type of picture. Good picture for school
tieup. Wish we would have waited and tied up
with school. Eight reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — General
patronage.

NEVADA: Gary Cooper — September 5-6. By
Zane Grey. Drew and seemed to please the
majority. Does not follow book. Too bad. Seven
reels. — Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — General patronage.

ROLLED STOCKINGS: Ixmise Brooks— Sep-
tember 5-6. Mighty nice little picture. Not what
the title may lead them to expect. Clean as a
whistle. Just thoroughly good entertainment
without much fuss about it. Six reels. — Henry
Reeves, Mission theatre, Menard, Tex. — Small
town patronage.

SO’S YOUR OLD MAN: W. C. Fields—
September 6-7. A good comedy, but it sure fell
flat at the box office. No drawing power what-
ever. Six reels. — P. G. Held, Strand theatre,
Griswold, la. — General patronage.

THE ROUGH RIDERS: Special ca6t — -Against
my better judgment I charged 50 cents for this
and while the older element liked the picture, the
younger set did not care for it and they sure
howled about the 50 cent charge. I did not
have to charge 50 cents as I bought the picture
Ia6t season without any price restriction, but the
St. Louis office insisted on the price, inasmuch
as they have sold it this year with the 50 cent
price tacked on and claimed it would raise hades
if I did not charge the four bits in question.
They gave me a pre-release date because of
Paramount week and I stood for the 50 cent
admission, but I’ll bet dollars to doughnuts I
would have grossed more at a lower price and
as a result would have satisfied the customers

more easily. Understand the picture is okay,
but not a 50 cent draw with me. Others might
find it different, however. — Joe Hewitt, Strand
theatre, Robinson, III. — General patronage.

SORROWS OF SATAN : Adolphe Menjou —
This picture is only fair. May be slightly above
the average but that’s all, and it’s not the big
special that was advertised, neither does it draw
or please like it should. It’s just another good
picture, that’s all. — S. H. Rich, Rich theatre,
Montpelier, Idaho. — General patronage.

THE POTTERS: W. C. Fields— We got this
one to start our Paramount week, and it was a
total loss. Didn’t make enough to pay for the
juice to run it. Fields is no drawing card here.
— Ernest Lindstrom, Strand theatre, Marquette,
1 an. — General patronage.

FORLORN RIVER: Jack Holt — Zane Grey’s
stories go over good here even if they do wander
away from the book. — Ernest Lindstrom, Strand
theatre, Marquette, Kan. — Small town patronage.

THE SHOW-OFF: Special cast — September
2-3. A good bunch of actors wasted on a dime
novel. Poorest picture we have had since we
quit running Universal. Paramount picture. —
Ernest Lindstrom, Strand theatre, Marquette,
Kan. — Small town patronage.

THE KID BROTHER: Harold Lloyd — -September
7-8. Wow, what a flop we took on this one.
Next to the lowest two day gross since we
opened in June. Second night just plain pitiful.
The picture is no better and no worse than his
last half dozen. And the price we pay for him — -
but no more. They don’t want to see him here
and by gosh they won’t from now on. Eight
reels. — Henry Reeves, Mission theatre, Menard,
Tex. — Small town patronage.

FINE MANNERS: Gloria Swanson — Septem-
ber 8. A dandy good picture but hardly up
to the Swanson standard. Business was dull but
had opposition. Seven reels. — Guy B. Amis.
Princess theatre, Lexington, Tenn. — Small town
patronage.

THE CAMPUS FLIRT: Bebe Daniels— Sept.
9-10. A very clever, clean and interesting fea-
ture. Six reels. — J. A. D. Engesather, M. W. A.
Movies theatre, Brocket, N. D. — Small town pat-
ronage.

Pathe-P D C

THE HEART THIEF: Special cast— 10%.
August 30. Just another Moore. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

THE LITTLE ADVENTURESS: Special cast
— 15%. August 25. A good program picture. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

THE LITTLE ADVENTURESS: Vera Rey-
nolds— September 8-9-10. Very good light enter-
tainment. Miss Reynolds and entire cast satis-
factory. Five reels. — Clark & Edwards, Palace
theatre, Ashland, O. — 'General patronage.

NORTH STAR: Strongheart — 30%. August
27-28. Just a dog picture. Not in a class with
Rin Tin Tin or Ranger. Did not satisfy our
patrons. Six reels. — A1 Stoddard. Rex theatre,
Madisonville, Tex. — General patronage.

FOR WIVES ONLY: Marie Prevost— 25%.
August 24-25. Poor picture for us. Did not draw
and not one word of comment. That’s all I can
say for this. Seven reels. — A1 Stoddard, Rex
theatre, Madisonville, Tex. — General patronage.

FRONTIER TRAIL: Harry Carey 41%. Au-
gust 13. Very suited for Carey. Pleased Satur-
day crowd fine as it was different from any West-
erns we have had lately. Although very much
along the line of “Ranson’s Folly.” Six reels. —
Aubrey Swearingen, Crescent theatre, Woodville,
Tex. — Small town patronage.

CORPORAL KATE: Vera Reynolds— 4 0%.
August 31-September 1. Really a good Producers'
picture. About the first one we ever received
comments on. Did not clear us one penny
though, but really did please most everybody that
saw it. A war drama concerning woman’s part
in the world war. Eight reels. — A1 Stoddard,
Rex theatre, Madisonville, Tex. — General pat-
ronage.

CORPORAL KATE: Vera Reynolds — Here is
a picture that was not satisfactory to one-half
of our patrons and the other half said o. k.
Eight reels. — Giacoma Brothers, Crystal theatre.
Tombstone, Ariz. — General patronage.

MADAME BEHAVE : Ann Pennington —

September 7. A farce that is in some places
just a little raw, but they liked it. A1 Christie
sure puts the fun in the right place. One reel
in technicolor. Most of the P D C pictures are

September 24, 1927

EXHIBITORS HERALD

63

good. — Guy B. Amis, Princess theatre, Lexington,
Tenn. — Small town patronage.

Tiffany

LOST AT SEA: Special cast — September 9.
One of the finest I ever ran. All the characters
act fine. This makes two out of the 20, and
both are A No. 1. Seven reels. — A. C. Betts,
Powers theatre. Red Creek, N. Y. — General
patronage.

SIN CARGO: Special cast — July 25-26. Fair
program picture. Six reels. — Clark & Edwards,
Palace theatre, Ashland, O. — General patronage.

United Artists

RESURRECTION: Rod LaRocque — 40%. Sep-
tember 5-6. This is a good picture, but for the
larger cities. Didn’t do very much for me. Failed
to draw, but pleased most who came to see it.
Too long. Ten reels. — E. D. Luna, Cozy theatre,
Wagoner, Okla. — General patronage.

WHEN THE CLOUDS ROLL BY: Douglas
Fairbanks — 52%. September 2-3. This only had
six reels and from the comments wish it had been
seven or eight reels shorter. Let it alone or
it’ll bite. Six reels. — Fred H. Rector, Roseland
theatre, Chilhowie, Va. — General patronage.

THE WINNING OF BARBARA WORTH:

Special cast — September 10. Absolutely the poor-
est thing I have seen in many a day. It is not
worth a plugged dime and they have the nerve
to call it a special and ask the price. Don’t
bite, brithers, pass it up as worthless, and you
will save your money and lots of curses. Nine
reels. — N. M. Emmons, Eagle theatre. Eagle
River, Wis. — General patronage.

Universal

HERO ON HORSEBACK: Hoot Gibson— 50%.
August 27. — A good Western picture. — Bert Silver,
Silver Family theatre, Greenville, Mich.— General
patronage.

OH BABY : Special cast — 25%. September 2.
Very pleasing program picture. Nothing big but
pleased most all my patrons that saw it. Seven
reels. — E. D. Luna, Cozy theatre. Wagoner, Okla.
— Small town patronage.

THE WRONG MR. WRIGHT: Special cast—
10%. August 26. A good farce comedy. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

HEY HEY COWBOY: Hoot Gibson— 51%.
August 26. Good Western comedy. Seemed to
please them all. Six reels. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

MYSTERY CLUB: Special cast — 44%. Can’t
say very much for this one, but it will get by
without many complaints. — Coffee & Ellis,
American theatre, Perryton, Tex. — General pat-
ronage.

MICHAEL STROGOFF: Ivan Moujouskine—
60%. September 2-3. My brother bought this
while I was on a vacation trip, put out plenty
of paper and put it over in good shape. It’s a
French treatment of a glorified Western in a
Russian setting, with some beautiful colored se-
quences. Everyone seemed to like it, and the
highbrows complimented it highly. — Roy W.
Adams, Pastime theatre. Mason, Mich. — Small
town patronage.

HANDS OFF: Fred Humes — 12%. September
2. A fair Western, but this boy is our worst
drawing card. Fire reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

HER BIG NIGHT: Laura LaPlante — 40%.
August 24. Here is a good program picture that
pleased 100 per cent and had very good busi-
ness considering the hard times. Star good.
Seven reels. — E. D. Luna, Cozy theatre. Wagoner,
Okla. — General patronage.

OUTSIDE THE LAW: Priscilla Dean — 41%.
September 3. Very well liked by some who saw
it and got by the rest, but nothing extra. Had
a bad print on it. Seven reels. — -Aubrey Swear-
ingen, Crescent theatre, Woodville, Tex. — Small
town patronage.

THE DENVER DUDE: Hoot Gibson — August
26-27. Good. Hoot always draws some extra
business. Print in No. 1 condition. Six reels.
— P. G. Held, Strand theatre, Griswold, la. —
General patronage.

DOWN THE STRETCH: Marion Nixon — This
picture is good and will please the average crowd.
— S. H. Rich, Rich theatre, Montpelier, Idaho. —
General patronage.

SPANGLES: Special cast — Here’s a circus pic-
ture that pleased my patrons and they told me

King theatre at Ida Grove, la.
The gentleman in front isn't
David Belasco, but he is a
shoivman of known ability and
is known as R. M. Berman,
manager. Not a bad looking
place, eh? And Berman don't
look so worse either. — J. C. J.

so. Drew well at box office. — A. Mitchell, Dixie
theatre, Russellville, Ky. — Small town patronage.

CALIFORNIA STRAIGHT AHEAD: Reginald
Denny — Very pleasing picture as is usually the
case with all of Denny’s pictures shown here.
Seven reels. — Giacoma Brothers, Crystal theatre.
Tombstone, Ariz. — General patronage.

Warner Brothers

WOLF’S CLOTHING: Monte Blue— 60%. A
good Saturday night show. Book it. It has
comedy all through the feature. Six reels. —
G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

THE SAP: Kenneth Harlan — 10%. September
6. Another movie played up. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

A MILLION BID: Dolores Costello — -August
9-10. A very good picture and the work of Miss
Costello is fine. Not a big picture but will
please. Seven reels. — Dewey L. Kisor, Sterling
theatre, Fairmont, Neb. — Small town patronage.

THE CLIMBERS: Irene Rich— August 16-17.
While it disappointed at the B. O. it was not
the fault of the picture. It is a very enter-
taining picture, and I believe it is the best pic-
ture from this star this year. Seven reels. —
Dewey L. Kisor, Sterling theatre, Fairmont, Neb.
— Small town patronage.

DON JUAN : John Barrymore — A good picture
in the larger towns, but no good in small towns.
Ten reels. — A. J. Kempkes, Bonham theatre, Fair-
bury. Neb. — General patronage.

BROKEN HEARTS OF HOLLYWOOD: Special
cast — September 6-7. A very good picture with
good acting. Work of Miss Dresser exceptionally
good. Eight reels. — Dewey L. Kisor, Sterling
theatre, Fairmont, Neb. — Small town patronage.

State Rights

LENA RIVERS: Special cast — 100%. August 2.
Pleased them all. Book it. Town of 1,000 popu-
lation. Ten and 25 admission. Six reels. —
G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

SHADOWS: Lon Chaney — A splendid picture.
Leaves a good taste. Drew big crowds. Seven
reels. — E. T. Mathes, Avalon, theatre, Belling-
ham, Wash. — General patronage.

STACKED CARDS: Fred Church — September 2.
Just a five reel Western, that’s all. Fred

Church is not very good. Ten and 25. Five reels.
— G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

Serials

THE GOLDEN STALLION: Lefty Flynn—
Have played two episodes of this serial, and it
bids fair to be a humdinger. Two reels. —
Dorothy B. Strauss, Doradele theatre, Copperhill,
Tenn. — Small town patronage.

GREEN ARCHER: Special cast — One of the
best serials I have ever used in years. How-
ever, serials do not seem to fill the wants of my
public. — C. S. McLellan, Rex theatre, Eagle Lake,
Tex. — Small town patronage.

THE RETURN OF THE RIDDLE RIDER:
William Desmond — A good serial but had no-
where near the drawing power “The Riddle Rider”
had. In fact, serials are not drawing for us
any more and will have to give ’em a rest.
Ten chapters. — A. G. Witwer, Grand theatre,
Rainier, Ore., General patronage.

Short Subjects

EDUCATIONAL

CURIOSITIES: Mystic India. Very short but
a good series and a fine addition to any program.
Two-thirds reel. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

HERE COMES CHARLEY: Lloyd Hamilton-
Pretty good. Two reels. — P. G. Held, Strand
theatre, Griswold, la. — General patronage.

MY SWEEDIE : Neal Burns — Not much to
this one. Two reels. — P. G. Held, Strand theatre,
Griswold, la. — General patronage.

TIE THAT BULL: Bobby Vernon — Slapstick
comedy. Lots of action. Two reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col.
— Small town patronage.

TIN GHOSTS: Special cast — The first Educa-
tional comedy we have had that got any laughs
out of the audience. Two reels. — J. A. D.
Engesather, M. W. A. Movies theatre. Brocket,
N. D. — Small town patronage.

FBO

BLISTERS UNDER THE SKIN: Another
comedy played. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

COLLEGIATE: Alberta Vaughn — This is a

snappy five reel show which will please. — A.
Mitchell, Dixie theatre, Russellville, Ky. — Small
town patronage.

HE COULDN’T FLIP IT: Not very good. Two
reels.— A. C. Betts, Powers theatre. Red Creek,
N. Y. — General patronage.

HELEN OF TROY, N. Y.: Good series. This
is No. 5 and they are getting better right along.
Two reels. — Mrs. Richard A. Preuss, Arvada thea-
tre, Arvada, Col. — Small town patronage.

FOX

KING BOZO : Earle Foxe — Boy, this is a good
comedy. Earle Foxe is getting better every time
we show him. Two reels.— G. S. Young, Petrolia
theatre, Petrolia, Tex. — General patronage.

NAPOLEON, JR.: Not very good. Did not
get the laughs as usual. Ten and 25. Two reels.
— G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

THE SWIMMING INSTRUCTOR: Van Bibber
—Pretty good comedy. Not as good as “Tin
Ghosts.” Two reels. — J. A. D. Engesather,
M. W. A. Movies theatre. Brocket, N. D. — Small
town patronage.

WINE, WOMEN AND SOURKRAUT: A
funny one. Two reels.- — -Bert Silver, Silver Fam-
ily theatre, Greenville, Mich. — General patronage.

METRO-GOLDWYN-MAYER

THE FLAG: Special cast — September 5-6. A
short historical drama made in Technical to show
how the American flag was made. Very pretty
and interesting. Two reels.— Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col.— Small town
patronage.

YALE VS. HARVARD: Our Gang— A football
comedy with the Gang doing good work. Two
reels. — Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — Small town patronage.

PATHE

FLIRTING FOUR FLUSHER: A good funny
comedy. Two reels. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

GOSH DARN MORTGAGE: Ralph Graves-
Very good hick comedy, lots of old time stuff

64

EXHIBITORS HERALD

September 24, 1927

Some Box Office Dope
from Boyd

WOODBURY, CONN. — To the Editor: We enclose a list of pictures
we have shown this year with their percentage ratings for the B. O.
Ticker:

“Grand Duchess and the Waiter” (Par) 47

“Sea Horses” (Par) 47

“Her Second Chance” (F. N.) 21

“Let’s Get Married” (Par) 65

“Siege” (U) 60

“Behind the Front” (Par) 78

“Pals in Paradise” (P D C) 73

“Midnight Sun” (U) 60

“Mile. Modiste” (F. N.) — 51

“Smooth as Satin” (F B O) 65

“The Homemaker” (U) 66

“Syncopating Sue” (F. N.)„ 60

“Young April” (P D C) 59

“Man in the Saddle” (U) — ~ 89

“Men of Steel” (F. N.) 57

“Wild Bulls’ Lair” (F B O) 73

“Stella Maris” (U) - 69

“Sunny Side Up” (P D C) 69

“Duchess of Buffalo” (F. N.) 58

Of these pictures the following received the most favorable comments
from the audience:

1. “Chip of the Flying U” (U). 5. “The lee Flood” (U).

2. “The Two Gun Man” (FBO). 6. “Her Second Chance” (F. N.).

3. “Rejuvenation oi Aunt Mary” (PDC). 7. “Young April” (PDC).

4. “Pals in Paradise” (PD C).

This is a country theatre in a village of about 1,000. The usual audi-
ence is about 200-250. — H. S. BOYD, Town Hall theatre, Woodbury,
Conn.

P. S. — Here is a suggestion: I think your B. O. Ticker record would
mean much more if you could also give the number reporting on each
picture. — H. S. B.

[EDITOR’S NOTE: Let’s have opinions of other exhibitors on Mr.
Boy’d suggestion.]

“Arizona Sweepstakes” (U) 81

“Michael Strogoff” (U) 69

“Last Edition” (F B O) _ .. 57

“The Love Thief” ( LI ) 50

“Forever After” (F. N.) 51

“The Nervous Wreck” (P D C) 88

“The Still Alarm” (U) 60

“High Hat” (F. N.) _...63

“The Masquerade Bandit” (F B O) 82

“The Phantom Bullet” (U) 73

“The Amateur Gentleman” (F. N.) 93

“Rejuvenation of Aunt Mary” (P D C) 83

“The Ice Flood” (U) 75

“Long Pants” (F. N.) 84

“The Two Gun Man” (F B O) 100

“Chip of the Flying U” (U) 75

“Paradise” (F. N.) — ..90

“Corporal Kate” (P D C) - 84

may produce laughs for your crowd. Two reels.
— A1 Stoddard, Rex theatre, Madisonville, Tex. —
General patronage.

LONG FLIV THE KING: Charlie Chase—' The
poorest Chase comedy we ever drew. Did not
produce one laugh. Two reels. — A1 Stoddard,
Rex theatre, Madisonville, Tex. — General pat-
ronage.

LONG PANTS: Glen Tryon — Here is a wow.
Whole show in itself. Tryon is a real comedian
and pleases our patrons. Two reels. — A1 Stoddard,
Rex theatre, Madisonville, Tex. — -General pat-
ronage.

MOUNTIE OF THE MOUNTED: Lupino Lane
— An extra good comedy. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

PATHE NEWS: No. 64. August 27. Not
much to this one. Ten and 25 admission. One
reel. — G. S. Young, Petrolia theatre, Petrolia,
Tex. — General patronage.

PATHE NEWS: No. 65. Not much to this one.
Doesn’t have enough slow motion. One reel. —
G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

SEEING THE WORLD: One of the best com-
edies we ever played. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

SHOULD SAILORS MARRY: Clyde Cook— A
whale of a good comedy, plenty of action, thrills,
suspense and laughs. Two reels. — -A1 Stoddard,
Rex theatre, Madisonville, Tex. — General patron-
age.

TEN YEARS OLD: A very funny comedy.
Two reels. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

WISE GUYS PREFER BRUNETTES: A good
funny comedy. Two reels. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

TIFFANY

CLOTHES MAKE THE WOMAN: Special cast
— Our first of the Tiffany gems or color classics
in natural technicolor. It offered a surprise,
was appreciated and complimented. One reel. —
A1 Stoddard, Rex theatre, Madisonville, Tex. —
General patronage.

GREENWICH VILLAGE ROMANCE: Special
cast — Our second of the Tiffany gems or color
classics. Better than first one. They please our

patrons and offer a novelty in technicolor. One
reel. — A1 Stoddard, Rex theatre, Madisonville,
Tex. — General patronage.

UNIVERSAL

BABIES IN THE SAWDUST: Charles Puffy-
Just a one reel comedy, that’s all. One reel.—
G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

The Poetry Derby

An Ode I Ode to Philip Rand,
Who Grinds Out Real Poetry to
Beat the Band.

Somewhere , at some time, a certain
poet said,

“Fools will rush in where angels fear
to tread.”

Alas, ’ tis true. I'm just another fool
That proves no exception to this rule.
I oftimes write and write, burning oil
and using up the night.

When the fires of genius burn within
me bright.

The words I pen are almost immortal,
but not quite.

Great minds run in the same channels,
so they say.

From which l judge, Phil and I are
built the same way.

Well, Phil, as the immortal bards
have long since gone to their eter-
nal rest.

You and I can console ourselves ’cause
we’ve done our ( damndest) I mean
best.

( Coprighted)

P. S. — I read your lines, Phil, if
Idaho (ped) for something better.
I’ll never mention it. — PETER
BYLSMA, Victory theatre, Napoleon-
ville. La.

BUSTER DON’T FORGET: Arthur Trimble—
About up to the usual standard of these comedies.
Pleases the kids. Two reels. — A. G. Witwer,
Grand theatre, Rainer, Ore. — General patronage.

FLAMING SNOW : Not as good as previous
Tuttle short comedy Westerns and paper showed
name of Pee Wee Holmes, but he did not appear
in the picture. Two reels. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

JANE MISSED OUT: The best of the "What
Happened to Jane” series. A good comedy. Two
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

KID GEORGE: Fairly good comedy. Two
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

ORE RAIDERS: Fred Gilman — Ranger story
okey for filler. Two reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

SURPRISE HONEY: Neely Edwards— Poor
comedy. Nothing to it. One reel. — A. G. Wit-
wer, Grand theatre. Rainier, Ore. — General pat-
ronage.

MISCELLENOUS

ALICE HUNTING IN AFRICA: These cartoons
don’t go good with my patrons. — G. S. Young,
Petrolia theatre, Petrolia, Tex. — General patron-
age.

BALLOON RACE: Very fine cartoon. Far above
average in cartoons. Will make a good filler for
one reel. — A1 Stoddard, Rex theatre, Madison-
ville, Tex. — Small town patronage.

BEAR FACTS: These Mutt and Jeff cartoon
comedies just fair. One reel. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patron-
age.

DEMPSEY-SHARKEY FIGHT: Pictures nice
and clean and in good shape. Did well at the
box office considering poor local conditions. Two
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

DEMPSEY-SHARKEY FIGHT: Dempsey-Shar-
key — One of the best fight pictures we have seen.
Good drawing card. Cost plenty, but took enough
in first night to pay rental. Would advise put-
ting on a good A-l picture with this, for there
is not enough entertainment in this alone. Two
and one-half reels. — A. C. Betts, Powers theatre.
Red Creek, N. Y.- — General patronage.

DON’T GIVE UP THE SHIP: Good educational
one reel filler. One reel. — R. Duba, Royal thea-
tre, Kimball, S. D. — General patronage.

FLAME FIGHTER: Herbert Rawlinson — No
good. Lay off of this stuff. Two reels. — G. S.
Young, Petrolia theatre, Petrolia, Tex. — General
patronage.

FOUL PLAY : Krazy Kat — Very good cartoon.
Krazy Kat’s good for change, but for only short
duration. — A1 Stoddard, Rex theatre, Madisonville,
Tex. — General patronage.

OH BOY : Fairly good kid comedy. Two reels.
— A. G. Witwer, Grand theatre. Rainier, Ore.-
General patronage.

THE RACERS: Fair comedy. Two reels. —
A. G. Witwer, Grand theatre. Rainier, Ore.- —
General patronage.

RANGE BUZZARDS: Pete Morrison — Septem-
ber 7. The last of series 8. I am glad. Only
one good one from the bunch and that was
"Santa Fe Pete.” Five reels. — A. C. Betts, Pow-
ers theatre, Red Creek, N. Y. — General patron-
age.

SANTA FE PETE: Pete Morrison — August 31.
Good, very good. The only good one from eight.
Six reels. — A. C. Betts, Powers theatre. Red
Creek, N. Y. — General patronage.

Texas Theatre Damaged
by Fire , Will Be Rebuilt

(Special to the Herald)

DALLAS, Sept. 20. — Clarence Drinkard
will rebuild his Crystal theatre, recently
damaged by fire, at Eden, Tex. Other
Texas theatre developments are:

The Little theatre at Gainesville has reopened
after remodeling. . . . The Lyric theatre at

Gainesville is being remodeled by Mrs. Emma
Cassady. . . . The K & K circuit has pur-

chased the Palace theatre at Rankin. . . . The
new Lyric theatre at Brownwood has reopened
after remodeling. . . . The Palace theatre at

El Dorado was badly damaged by fire but was
cleared without personal injury. . . . E. H.

Patton has purchased the interest of Bart Moore,
Jr., in the Arcadia and Dixie theatres at Kerr-
ville. . . . B. H. Hunter has remodeled his

Strand theatre at Uvalde and will soon com-
mence the erection of a new 800 seat theatre at
Uvalde. . . . William Hoefs and Oscar Korn
will erect a new theatre building at Fort Stockton
in the near future.

September 24, 1927

EXHIBITORS HERALD

65

CHICAGO PERSONALITIES

By W. W. =====

WITH a day ideal for golf and sunburns, the Midwest Film Golf
tournament was held last Friday at Olympia Fields, and although
only 37 players were out, it was the biggest day of sport and fun
the film row boys have had this year, either individually or collectively.

SOME good golf and a great deal of
hot air were exploded upon the per-
fect greens and fairways of the course.
Ascher Levy was the champion of the
day with a low gross of 177 on the 36
holes. He copped another prize for the
most pars of the day by garnering 11,
but John Northcott ran him a close sec-
ond with 10 pars.

Aaron Jones won a prize for the low-
est gross for the first 18 holes with an
86, and Roy Alexander took the same
for the afternoon 36 with an 88. Jack
Sampson took home a cup for having
played the lowest net 36 holes with a
170; his handicap was 28. Jack Steinson
won a pair of shoes for the double hon-
or of being the most honest man and
shooting the highest score with a grand
total of 294 strokes. Any man that
turns in such a score as that is bound to
be honest.

Men who should have won prizes were
Len Ullrich and Roy Alexander for the
best sunburns of the day; (Roy played
the entire 36 sans shirt) “Hank” Salkins,
Walter Brown and Ralph Crocker, for
being the most boisterous threesome on
the course and Alexander should have
come in for a prize as the wittiest golf-
er. Had his golf been as good as his
repartee, he would have won all the
prizes.

The day was played under a scorching
sun that sent all the bald headed boys
home with shining domes. Walter
Brown offered good evidence of the
heat. He lost 30 pounds during the day,
but then Walter can easily afford to lose
it.

The tournament ended at sundown
and was followed by a dinner in the club
house, during which the prizes were
awarded. Jack Sampson made a short
speech in which he expressed the opin-
ion of every man when he said that the
day had been of great value to the in-
dustry. “A day of sport and play makes
for greater cooperation and develops a
more friendly spirit,” declared Sampson.
“We need to play more, and to mix with
one another more, and a golf tourna-
ment is one of the best ways in which to
do it.”

Upon the motion of Roy Alexander,
the vote carried unanimously that the
third Friday of each June be set aside
as annual day for the Film Golf tourna-
ment.

Even though the members of the com-
mittee protested, they were unanimously
elected to the same offices for next year.
The Committee is composed of Len
Ullrich, chairman; Clayton Bond, treas-
urer; W. E. Burlock, Jack Sampson and
Tommy Greenwood. There is a great
deal of work attached to the staging of
a tournament, and a vote of thanks was
extended to the committee for their ef-
forts and the splendid way in which the
affair was handled. It went off without
a hitch and without a thing to mar the
day.

As the final event of the banquet, the
prizes were awarded. In all there were
31 prizes, each one of which were tro-
phies that any man would cherish. Fol-
lowing are the winners:

Low Gross, 36 Holes
First prize, flask: Ascher Levy.

Second prize, flask: Frank Schaefer.

Low Gross, First 18 Holes

First prize, flask: Aaron Jones.

Second prize, flask: John Northcott.

Low Gross, Second 18 Holes

First prize, flask: L. W. Alexander.

Second prize, silver trophy: J. O’Con-
nel.

Class A, Low Net, 36 Holes

First prize, silver trophy: B. A. Lucas.

Second prize, cocktail shaker: F. N.
Brockell.

Third prize, cigar case: H. D. Graham.

Class B, Low Net, 36 Holes

First prize, silver cup: Jack Sampson.

Second prize, silver vase: Ross Her-
man.

Third prize, cigar case: Tom McKen-
zie.

Class A, Low Net, First 18 Holes

First prize, silver trophy: Carl Lesser-
man.

Second prize, silver trophy: Dale Leif-
heit.

Third prize, silver trophy: Tommy
Greenwood.

Class B, Low Net, First 18 Holes

First prize, silver trophy: Moe Lasker.

Second prize, silver trophy: Ralph
Crocker.

Third prize, trophy: Ben Lasker.

Class A, Low Net, Second 18 Holes

First prize, silver trophy: William
Burlock.

Second prize, silver trophy: Len Ull-
rich.

Third prize, silver trophy; F. N. Ken-
ney.

Class B, Low Net, Second 18 Holes

First prize, silver trophy: Herb Hay-
man.

Second prize, silver trophy: Arthur
Mayer.

Third prize, silver trophy: C. Wallace.

Class A, Most Pars
First prize, silver trophy: Ascher
Levy.

Second prize, silver trophy: John
Northcott.

Class B, Most Pars
First prize, silver trophy: Ralph
Crocker.

Second prize, silver trophy: Ross Her-
man.

Players with Highest Gross

First prize, pair of shoes: Jack Stein-
son.

Second prize, silver corkscrew: Joe
Woodward.

Third prize, trophy: Ray Nolan.
Following are the list of players, and
their scores in the order in which they
teed-off, and their handicaps in paren-
thesis:

Len Ullrich (14) 45-51-47-50.

F. M. Brockell (24) 56-51-51-48.

Tommy Greenwood (18) 49-51-51-50.

Roy Alexander (18 ) 49-49-44-44.

Frank Schaefer (17) 49-46-43-43.

Jack Sampson (28) 50-52-48-48.

J. Woodward (30) 70-66-61-66.

J. Steinson (30) 76-66-76-76.

Jimmy Gillick (30) 58-58-61-61.

R. V. Nolan (35) 66-76-64-69.

R. Herman (35) 54-58-48-52.

H. Hayman (27) 64-66-58-64.

T. McKenzie (29) 61-61-54-52.

Charles Ryan (30) 62-57-63-64.

CHADWICK PICTURES CORPORATION

I.

an Hi

Corliss Qaimer
Raymond Glenn
Stl*°n^hearb

A FIRST DIVISION PICTURE

For Illinois

GREIVER PRODUCTIONS

83 1 SOUTH WABASH AVE.,
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.
OF INDIANA

218 Wimmer Bldg, Indianapolis

66

EXHIBITORS HERALD

September 24, 1927

FILMING THE FILM TOURNEY

The Midwest Film Golf tournament was held last Friday at Olympia Fields,
and what a great day it was! Earl Silverman said he had $20 worth of
fun and everybody agreed with him. Thirty-seven players were out.

(All photos by Whitmore , Herald Staff)

Alexander’s wit kept this three-
some laughing all day, but they
shot good golf. (L. to R.) Jack
Sampson, Leroy Alexander and
Frank Schaefer.

The best prize winning machine of
the tournament. (L. to R.) John
Northcott; Aaron Jones; Ascher
Levy, the film champion; and
W. E. Burlock.

Ascher Levy,
(Left) making 11
pars and W. E. Bur-
lock shot fine golf
all day.

These boys talked a
great game. (L. to
R.) Walter Brown,
Ralph Crocker and
“Hank” Salkins.

Tommy Greenwood
played a good game
in spite of his loud
socks. So did F. M.
Brockell (Right).

Tommy
Greenwood,
a prize win-
ner, makes
a long drive.

This headgear won Frank Schaefer
the nickname, Omar. (L. to R.)
“Red” Anderson, Roy Alexander
and Jack Sampson. Steady, Frank,
the green is awful fast.

Fore ! L e n
Ullrich
drives a
mean Kro-
flite.

B. Lucas (18) 44-51-45-48.

D. Leifheit (19) 48-52-55-49.

F. N. Kenney (17) 50-49-47-56.

H. D. Graham (24) 61-53-47-49.

C. L. Filkins (27) 59-59-49-55.

T. Meyers (12) 47-54-48-51.

H. Salkins (35) 66-65-53-56.

Walter Brown (30) 69-61-57-55.

Moe Lasker (30) 53-51-51-51.

J. O’Connel (15) 47-51-46-43.

B. Lasker (25) 53-51-45-50.

W. E. Burlock (14) 53-51-48-47.

Ascher Levy (11) 45-39-50-46.

Aaron Jones (8) 42-44-50-46.

J. Northcott (9) 41-47-44-50.

A. W. Solder (30) 53-62-60-59.

N. Wolff (32) 58-64-53-47.

C. Lesserman (24) 53-50-47-54.

Clayton Bond (24) 54-56.

Earl Silverman (25) 57-56.

Dave Dubin (35) 64-59.

A. Mayer (30) 53-52.

C. Wallace (35) 54-58.

The prize awards were donated by
the following: Balaban and Katz, Uni-
versal, Orpheum Circuit, Balaban and
Katz Midwest, Tiffany, Fox, Chicago
American, Chicago Herald Examiner,
Great States Theatres, Si Greiver,
Metro-Goldwyn-Mayer, C. E. Beck,
Pathe, Schoenstadt & Sons, Jones, Li-
nick and Schaefer, F B O, Nunn-Busch
Shoe Co., and the film members of the
Lincolnshire Country Club.

This is a partial list several of the
name are not available at this time.
That the awards were appreciated by
the winners, could be easily ascertained
by seeing the broad grins on their faces
as they received the awards from the
hand of Len Ullrich.

Yes, it was a great day. For once
business was forgotten. Not one man
made a chirp about “fillums.” It was
golf from eight in the morning until
ten in the evening.

All Roads Lead to
Chicago Ring for
Jack -Gene Fight

All roads from both Coasts led to Chi-
cago this week for the motion nicture in-
dustry’s own fight championship, with Gene
Tunney and Jack Dempsey meeting in their
second “battle of the century” to decide
the winner of the studio and world heavy-
weight title.

Hollywood reported the studios prac-
tically deserted this week, with all the no-
tables who could get away in Chicago
attending the big fight. Among those who
departed early for the Dempsey-Tunney
bout were: Hal Roach, Tom Mix, Tom
Meighan, Fred Thomson, A1 Jolson, Charles
R. Dunning, Tom Gallery, Lew Cody, Wal-
lace Beery, Lloyd Hughes, Lewis Stone,
Freddie Fraelick, A. L. Woolridge, James
Quirk, Richard A. .Rowland, Joseph M.
Schenck, Sid Grauman and quite a few
feminine screen celebrities, including Fran-
ces Marion.

A press dispatch said Marion Mack was
to fly by plane to Chicago from Hollywood
with a scroll bearing the well wishes of a
number of friends of Dempsey.

Newspaper Editorial

Hits at Censorship

In a recent editorial appearing in the
Chicago Tribune, the writer takes a wallop
at censorship and says, “the difficulty with
censorship, beyond its threat of limiting
free individual expression, is that censors
must find something to censor in order to
keep on being censors. Moreover, the in-
dividual who wants to be a censor is likely
to be a consoriously minded person.

Clearly Reflected

at tbe box-office

If your patrons are enjoying faultless
screen quality you are projecting prints
on Eastman Positive made from originals
on Eastman Negative.

Always specify Eastman prints, and
look for the words "Eastman Kodak” in
the transparent margin. For Eastman
screen quality is clearly reflected at the
box-office.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

EXHIBITORS HERALD

A BAD DREAM

Every theatre owner has had a nightmare such
as is illustrated in the accompanying scene of
panic from fire.

The nightmare is bad enough; the reality
would be immeasurably worse.

Make both impossible by equipping your pro-
jection machines with the marvel among modern
safety developments — the SENTRY SAFETY
CONTROL — costs only a few cents a day.

plgt

CORPORATION

13th and Cherry Sts., PHILADELPHIA 1560 Broadway, NEW YORK
And All Branches of
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BELOW: The plane that carried Leo,
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LEO CAPTURES AMERICA!

—every M^Q-M showman is thrilled l

YEARS of national advertising
OF other companies in the attempt
TO sell a trademark
ARE dwarfed by the greatest
PUBLICITY smash in show business!

YOUNG BLOOD EVERY TIME!

Metro-Goldwyn-Mayer gets back of its product

Member of Motion Picture Producers and Distributors of America, Inc. Will H. Hays, President

>>>

A<j

/ir

)L. XXXI, No. 3

Entered at second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1179. Published weekly at 407 South Dearborn St., Chi cago. Subscription $3.00 a year. Single copies, 25 cents.

October 1, 1927

victor gives you --like an insurance policy for your show.

There’S never amiss among them. Whether it's Larry Seroon you're
showing, in one of his daredevil comedies-- or one of his fellow comedy
st ayS--or a short novelty --or the news reel Kino grams — you know
that C^iJUixxvUm^ 6ictu^£> will always help you put the program over in
a pinch, and that they'll always make a good show better.

EDUCATIONAL T1LM EXCHANGES , Inc.

President.

MEMBER , MOTION PICTURE PRODUCERS AND DISTRIBUTORS OF AMERICA. Inc. -- - WJLJ, J-J. GIVIS', Jb-eaidon tr.

8

what is a

special

to-day?

*& Is it anything without a well-
known star in it? Many companies
still seem to think so, and add in-
sult to injury hy labeling groups of
obscure players “all-star casts.” Not
Paramount ! When we say “special”,
we speak Webster’s language. "Spe-
cial: distinguished hy some unusual
quality; uncommon; extraordinary;
marked by superior excellence, im-
portance, power.” Casts must he
super-fine. Witness "Beau Geste” —
Ronald Colrnan, Noah Beery, Alice
Joyce, Mary Brian, Victor McLaglan,
William Powell and others. Look at

what is a special to-day?

CVBEAU SABREUR — 3

TILLIE’S PUNCTURED ROMANCE

"Way of all Flesh”— Emil Jannings,
Belle Bennett, Phyllis Haver."Rough
Riders”— Charles Farrell, Noah
Beery, Mary Astor, George Bancroft.
"Underworld” — George Bancroft,
Clive Brook, Evelyn Brent, Larry
Semon. And even more! Para-
mount specials must he based upon
powerful ideas keyed to the spirit
of modern times and readily ex-
ploitable! ’'Gentlemen Prefer
Blondes,” with world sales as a novel
of 600,000. "Metropolis,” startling
glimpse of tomorrow’s universe.
"Beau Sabreur,” sequel to 66 Beau
Geste,” a “natural.” "Chang,” like
no picture ever made and already
established as a box office sensa-
tion. "Jesse Janies,” Fred Thomson
as the most romantic outlaw in

what is a special to-day?

American history, with a "Covered
Wagon” calibre production. "Tillie’s
Punctured Romance,” 1928 style.
"Covered Wagon” re-issue after two
years after an initial circulation of
only nine months. 20 de-luxe Para-
mount specials in the 100% Pro-
gram! All-star casts that really are
“all-star”! Strong, colorful, ultra-
modern ideas attuned to this new
world, these changing times! No
wonder they’re rolling up history-
making grosses all over the country,
in cities large and small! No wonder
shrewd showmen are flocking to
Paramount as never before in Para-
mount history! j Specials that give
a new significance to the word! Guar-
anteed specials— tried and proven at
the box-office in advance. Para-

GENTLEMEN PREFER BLONDES

Book Jacket by Rol[>lt Barton. Courtesy, Boni Liveright

SECOND THOMSON SPECIAL

mount specials — cream of the new
season’s product. 46 Distinguished,
extraordinary, marked hy superior
excellence,” as Webster’s says. fIThe
showmanship brains and vast re-
sources of the only studio in Holly-
wood awake to the new era in pic-
tures are being lavished upon them.
More are coming! More “specials”
that will he “special” in every sense
of the word! Miss one of them and
you pass up the biggest grosses
1927-8 will see!

In addition to the new-era starring pictures of Harold Lloyd, Clara Bow,
Richard Dix, Emil Jannings, Bebe Daniels, Pola Negri, Thomas Meiglian,
Beery-Hatton, Esther Ralston, Florence Vidor, Adolphe Menjou, George
Bancroft, Fields-Conklin, Conklin-Bancroft, Fred Thomson, Zane Grey.

for showmen of today

Hi, HRfT NATION 413 NEW PRODUCT

ha/ beer TESTED from Every >
Angle known tc Box-Office /deuce ^
and RATED IOO%/

tfiere's no possible A$Hcontestable lr |

comeback to these 71 PRCOFf or

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Member / Motion Picture Producers m4 Distributors of America lnc.~Wlli H.Hays Pmutot

Every Promise Proved by Per-
formance Justifying key show-

men’s Judgment in the dollars-and-

cents showdown Every single

1927-1928 release up to date has
c-l-i-c-k-e-d ! —

NORMA TALMADGE in “CAMILLE” did turnaway

business every day in terrific heat at the Main Street,
Kansas City. Tremendous, opening at the Stillman,
Cleveland — ticket sale stopped at 9 P. M.

RICHARD BARTHELMESS in “THE PATENT
LEATHER KID” has duplicated it’s sensational Broad-
way business with sell-out opening at the Woods,
Chicago. — 3000 turned away.

BILLIE DOVE in “THE STOLEN BRIDE" has

drawn wild showman-cheers in Seattle, Los Angeles,
Detroit, and every single house it’s played.

GEORGE SIDNEY and CHARLIE MURRAY in
“THE LIFE OF RILEY" *cored howling hit in New

York, Los Angeles and Frisco.

HARRY LANGDON in “THREE'S A CROWD"

made good 100% on its very first play-date at the
Main Street, Kansas City.

RICHARD BARTHELMESS in “THE DROP

KICK," fastest of all foot-ball romances, scored BIG
at New York Strand opening.

George Fitzmaurice’s “ROSE OF THE GOLDEN
WEST" with MARY ASTOR and GILBERT

ROLAND was shifted to a long-run house after
Harold B. Franklin of West Coast Theatres saw it
screened.

BILLIE DOVE in “AMERICAN BEAUTY*

helping put the “Great”
Pacific Coast.

in Greater Movie Season on

“THE POOR NUT" with JACK NULHALL and
CHARLIE MURRAY has gotten a Big Hand and
Bigger Business at the Oriental Chicago, and all over.

“SMILE, BROTHER, SMILE" with DOROTHY
NACKAIIA and JACK MULHALL, great traveling

salesman comedy, has registered right at Capitol, Detroit.

“PRIHCE OF HEADWAITERS" with LEWIS

STONE has been called “one of the finest pictures of
the year”*— -and “one of the really exceptional pictures
of the season” — and “just the type that Exhibitors
want” — by New York, Los Angeles and New Orleans
reviewers.

TV

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Sf’a CA*S,V>

the DOUGH BOYS

ARE COMING/

All America and Europe rock in chorus of acclamation
as American Legionaires tear jolly old Paris loose from
• its hinges! World- wide upheaval of newspaper and mag-
azine publicity ♦ . ♦ Terrific ballyhoo on 5,000,000 radios
* ♦ ♦ Thousands of pages of roto and syndicate features !

k PICTURES

Tbre’stte vms

CarlCaemmle

' presents

CLARA

With Myrtle Stedman, Walter Long, Huntley Gordon, and
Forrest Stanley. From William MacHarg’s famous story.
Directed by LOUIS GASNIER.

A UNIVERSAL PICT

The Girl With “IT”

at Her Zippiest Best!

<1

Bubbling, effervescent, peppy CLARA BOW in
a title and a picture that fit her like a one-piece
bathing suit!

IE Grab It NOW— It’s a “NATURAL”

Two De Luxe Specials

DOLORES DEL RIO VICTOR McLAGLEN

in

"loves of CARMEN”

and

"EAST SIDE WEST SIDE”

with

GEORGE O’BRIEN VIRGINIA VALLI

Sweet Box Office Bets

"PUBLICITY MADNESS” "THE JOY GIRL” "THE GAY RETREAT”

Lois Moran Olive Borden Sammy Cohen

Edmund Lowe Neil Hamilton Ted McNamara

Have You Played?
"PAID TO LOVE”

with

George O’Brien
Virginia Valli

Blanche Sweet

in

"SINGED”

Janet Gaynor

in

"2 GIRLS WANTED”

"HIGH SCHOOL HERO”

Sally Phipps

Added Profits

JOHN GILBERT

"CAMEO" KIRBY”

with Gertrude Olmstead

"HONOR FIRST”

with Renee Adoree

"ST. ELMO”

with Bessie Love

WHO PLAYS

WITH FOX PROFITS WITH FOX

October 1, 1927 EXHIBITORS HERALD

12

EXHIBITORS HERALD

October 1, 1927

SAMUH GOIDWYN hme/ifc

RONALD

J ias all elements
make a

that go to
cture '

XHriety

why

^^Kat’s
It's packing
them in at

LOEW’S

PITTSBURG

eOUMAN

o^tYUMA

RANEY

9lMAGIC

J\foio playing
to tremendous
business at the

RIALTO

NEW YORK CITY

NEW YORK

Released by UNITED ARTISTS CORPORATION

From the stage play “King Harlequin” by Rudolf Lothar.

ANSWER

THESE

QUESTIONS

— they’ll help you decide your
course of action for 192 7*1928 !

WHO but M-G-M can give you each week a
top-notch star?

WHO but M-G-M retains intact the same
shrewd, successful producing personnel at its
studio?

WHO but M-G-M can give you the assurance
that comes with that stability at its production
source?

WHO but M-G-M can point to a succession of
hits of this calibre in one season?

William Haines in “Slide, Kelly, Slide” — Lon Chaney in “ Tell It to the
Marines ” — Karl Dane and Qeorge K. Arthur in “ Rookies ” — Ramon
Novarro in “ Lovers ” — Marion Davies in “Tillie the Toiler ” — “The
Understanding Heart”— John Qilbert and Qreta Qarbo in“Flesh and the
Devil ” — Norma Shearer in “ The Waning Sex” — Marion Davies in “ The
Red Mill” — “ Tin Hats” — Qreta Qarbo in “ The Temptress” — “The
Flaming Forest ” — Lon Chaney in “Mr. Wu” — “The Callahans and
the Murphys” — Lon Chaney in “The Unknown” — John Qilbert in
“Twelve Miles Out ” — Norma Shearer in “After Midnight” and more!

(continued on next page)

( continued )

WHO but M-G-M has the majority of the lead-
ing directors making its pictures?

The Film Daily nation-wide poll of the country’s fore-
most photoplay critics to determine the ten leaders
resulted in M-Q-M’s getting five out of the ten named!

WHO but M-G-M can deliver in one season
two immortal pictures that mark 1927-28 for
all time as “The Year of ‘The Big Parade’ and
‘Ben Hur’”?

WHO but M-G-M can give you names to equal
the brilliance and popularity of these?

HAL ROACH COMEDIES — Our Gang — Max Davidson — Charley Chase — All Scar —

M-G-M NEWS Twice Weekly — M-G-M ODDITIES— M-G-M GREAT EVENTS

WHO but M-G-M has the aggressiveness and
Young Blood to handle great material with
smashing showmanship?

(Who but?) — nobody but

METRO-GOLDWYN-MAYER

IT’S THE YEAR OF “THE BIG PARADE” AND “BEN HUR”

3 CHANEYS— —2 GILBERTS — 2 GARBOS

— 3 DAVIES — 1 SYD CHAPLIN — 1 NOVARRO

4 HAINES — 3 —3 CODY-PRINGLES

—2 COOGANS- 5 COSMOPOLITANS-2 DOG STAR

And Great Specials Including

GARDEN OF ALLAH (Ingram)- THE CROWD (Vidor)— THE COSSACKS ( Gilbert )
ROSE - MARIE — MADEMOISELLE FROM ARMENTIERES — NAPOLEON —

BODY AND SOUL

And the Big Parade of Shorts

sS8S8ffi®M^

aSKSSamaaBw

-““•vfcMttup SSSgSJUUAN

u m

THE

flGHTINGiAGLB^

“ ‘The Fighting Eagle’ is a picture p ay
of delightful heroics.”

Joseph McElliott, N. Y. Mirror.

‘‘A well-directed and^ pictorially lovely

screen melodrama.

N. Y. Herald-Tribune.

“Donald Crisp has handled thl* c^Jr®n'
icle with imagination and Rod La
Rocque enters into the spintof t e
young hussar officer in a delightful

fashion.” ,r _

Mordaunt Hale, N. Y. Times.

“One of the most delightful pictures
of the year. A notice to the *rade
big and fine things to come. We
cordially recommend this picture to
all theatres.”

Arthur James. Motion Pictures Today.

“It is thrilling fare.”

M. M. M., Detroit Evening Times.

“Donald Crisp’s sense of spectacle is
excellent. Duel scenes are well
executed and court episodes are lav-
ishly lovely.”

Irene Thirer. N. Y. Daily News.

iSSil

Phyllis Haver

WWALD CRISP PRODUCTION

“Rod La Rocque goes through his role
in a delightful fashion. Phylhs Haver
does the best work of her career
Better keep your eye on this girl a
greater things are in store for her.
You will like The Fighting Eagle.
Dressed to a Queen’s taste.

Detroit Free Press.

“A very fine picture, replete with stir-
ring action.”

“Herb” Cruikshank, N. Y. Morning Telegraph.

“There is action, vigor, love interest-
suspense.”

H. C. B., Detioit Tree Press.

' limit

CffSt h has practically every.
Probably „ . JS ™ f""'f <■■«- h S

Eucsne V. Bbewstbs, ./ -n, CaUn„ ..

A tense human drama.”

Ckicag0 Evening pdsK

,over of thrills in a st“fh afCt'on t0 keep any

; Excellently directed dRe,ihtfu, excite'
£.raut ‘s going to capture vn! «d°,ph Schi,d'
Country Doctor’ is a • V' r Sections. ‘The
special effort to see.” P'CtUre WOrth making a

Genevieve Harris n ■

’ ChlcaSo Evening Pos[,

Everybody rJoves°hirn “and VCr ^ ‘he State

as many thrills as a m -S° W,n you-
climax. The fijm ™ ,V,e..c#n P ack int,

‘-W your interest ^

Rob Reel Chi, 7 m'nute-

Chicago Evening A merict

>£ mille Studio Pictures -"Pathe News

Foreign Distributors Producers International Corpo
130 West 46th Street, New York.

;r of Motion Picture Producers end Distributors
of America, Inc.

A great feature. A r:„ l, ,

"lent. Directed with rare sk“n ^ .SCreen docu-
photographed. Rudolph s hL^ beaut,'fuHy
wonderfully real impenonaf* h‘Idlfraut: gives a

,on ^at will, stand cm A characteriza.

ong’ long time.” n your minds for a

MAt T,NEE' Tribune.

‘ion of the audience' fro* ,nterest ...

Margaret Mann cr ** St*n'”

N. C/nccgo Daily Aews,

RudoIph

,s a masterpiece.”
Photoplay,

WV’,| me aisle with „ you can t

story with a melodrama UqUef' A rousing

ru bi‘,ng your °ftgrst,ct0cr;f that

supporting cast is tn« h . tbe m°°ns.
Pictures were as good 1^*° *e true- I

w« *• — .oiSr;”

the different short
feature you have /
been looking for /

Pathe Review;

Jimmy

Hugh

Ann Pennington

presents

Sophie Tucket
Milt Ager
JaxR yei/en

George Gershtein
Paul Whiteman,

space La Rue -Parry Woods

Lera Bronn
Ray Henderson
o G. OeSy/rc.

Monaco
Wend Hr g
Bryan

The men who would rather write

the nation s songs than he its presi-
dent, they re all here in two one-reel
features, H a rry Von Til zer, w. c.
H andy, lather of the Blues, and his
famous orchestra, Ray Henderson who
compose d the Black B ottom, George
White and Ann Pennington, who origin-
ated the dance, and a score of others (see
list). Here s the higgest het you ve had
in a short subject in years — a real novelty
— up-to-the-minute, jazzy, snappy,
irresistible, a romantic panorama lifted
right out o f the heart ol tin pan alley"
itself. And a special music cue synchron-
izing perfectly with the picture, that will
enable you to put on the dillerent show
you have been looking for. Take our word

for it. GRAB IT!

HERE’S THE
DISTINGUISHED CAST

HARRY VON TILZER
L. WOLFE GILBERT
MABEL WAYNE
HARRY WOODS
MILT AGER
JACK YELLEN
JESSE GREER
W C HANDY
JAMES HANLEY
IRVING MILLS
JIMMY McHUGH
WINNIE LIGHTNER
JIMMY MONACO
PETE WENDLING
ALFRED BRYAN
HENRY BURR
RAY HENDERSON
BUD DE SILVA
LEW BROWN
AL JOLSON
RAY HENDERSON
GEORGE WHITE
ANN PENNINGTON
GEORGE GERSHWIN
PAUL WHITEMAN
CORTEZ & PEGGY

AN ARRAY OF TALENT
NEVER BEFORE
ASSEAIBLED IN ONE
PICTURE

Pafhe Exchange. Inc.

PATHE' WESTERNS - PATH ESER I A LS - PATH ECOME DIES

AL Jofson

Parry Ton P/cer

de Mille Studio Pictures - pathe news

J. Wolf Gilbert

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

56S Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House. 8-18 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 31

Presentation Acts 33

The Theatre 45

The Film Mart 43

Classified Advertising 48

The Box Office Ticker 57

“What the Picture Did for Me” 49

FEATURES

Los Angeles, by Ray Murray 24

Re-Takes 24

Pictorial Section 25

Service Talks, by T. O. Service 51

Letters from Readers 49

Chicago, by W. W 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate carda and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

EXHIBITOR delegates named for trade practice parley; Many
protest method of picking conferees, fearing handpicked con-
ference.

GENERAL strikes threatened in Northwest and Cincinnati; Sym-
pathetic walkout in Twin Cities looms; Agreements reached at
Albany, Troy and Bellingham.

]\/T CRNAU’S “Sunrise” is “an expression of the highest and
*.v± finest in the cinematographic art,” says Martin J. Quigley —
Box offices get back to rushing business.

Lj XHIBITORS cash in on fight by tying up to radio chains;

Alhambra at Milwaukee sets up prize ring in lobby; official
film tells story of seventh round.

(CLEVELAND library cooperation on
' — new films sets mark; Many pictures
for present season already featured in ex-
hibits; Producer and exhibitor aid asked.

pany will make Pilgrim Fathers picture

Don Eddy is made general manager of
Langdon company.

ALBANY theatres agree to submit all

*■ Irish films to censor committee

Spoor takes $150,000 loss when he dis-
cards third dimension picture; Will start
another.

TA ALLAS blue laws aimed at carnivals;
Aid theatres by closing circuses on

Sunday F B O completes 29 of 58 long

features including eleven specials.

^EW YORK sees news reels’ fight films;

Rails at U. S. ban on interstate ship-
ments Lichtman calls meeting of Motion

Picture Club to pick site.

I-J OLLYWOOD fetes Lindbergh Day;

-*■ Executives, directors and stars wel-
come aviator at studio breakfast with

Marion Davies hostess Walter Greene in

production.

D ES MOINES not overseated; Razing of
two downtown theatres to make way

for business block helps Suit filed to

prevent Sunday closing in Indiana town.

J7DYTH TOTTEN theatre opens as pic-
ture house under new policy; Stage
actress devotes “perfect playhouse” in
New York to films — Daylight saving ends
in Chicago.

“Better Theatres” Appears As
Section Two of This Issue

14

EXHIBITORS HERALD

October 1, 1927

EXHIBITORS

HERALD

Qhe independent ^Blm Qrade ^ aper
Martin J. Quigley, Publisher <Svj Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI October 1, 1927 No. 3

Cash Business

THE issuance of credit books with which patrons may
“charge” the admission fee at theatres has been intro-
duced as a means of stimulating business. The novelty in
the idea may attract attention but the principle of it is
bad. One of the big advantages of the theatre business is
that it is a cash business. To introduce an arrangement
under which the exhibitor would eventually be compelled
to carry accounts of his customers on his books is a de-
cidedly uneconomic move.

The practice of the chain stores should be an example
in this matter. It will be noted that regardless of what
other changes may be introduced in connection with the
operation of chain stores, there is no tampering whatso-
ever with the cash and carry practice.

The theatre business has always been considered a cash
business and it should be kept a cash business. More
business would eventually be driven away from theatres
by the use of a “charge” system than could possibly be
attracted by the novelty of the procedure at the outset.
Where such small amounts as theatre admissions are con-
cerned the only sound practice is pay-as-you-enter. Any
deviation from this policy is dangerous.

Instead of considering opening charge accounts exhibi-
tors might well follow the lead of several of the large cir-
cuits in selling admission coupon books and thereby col-
lecting not only in advance but well in advance. A mod-
erate discount allowed on the purchase of such admission
coupon books is as good a business builder as the accept-
ing of charge accounts and in addition it is a whole lot
sounder way of running a theatre.

* * *

Clifford B. Hawley

THE industry has recently had an opportunity to wel-
come into its executive personnel Mr. Clifford B.
Hawley as president of First National Pictures corpora-
tion. It was an opportunity of importance and signifi-
cance because Mr. Hawley represents that type of clear-
thinking, vigorous and dependable executive upon whom
the future of the industry rests. Mr. Hawley severed an
important connection in the banking business in order to
accept the presidency of First National and brings to his
new work a training and experience of a decidedly valu-
able character. His attitude, as he assumes the reins of
office, is that of a student of the business and a worker
in the industry. He proclaims no imposing theory of

reformation for the business and he does not feel that his
role is that of a savior. He respects the business and is
proud to be connected with it. His plan is a plan of
day-by-day work and building. All of which is distinctly
hopeful.

We are glad to offer our word of welcome to Mr. Haw-
ley and to wish him the success in the motion picture
business which his record in other fields promises and
which the character of the man deserves.

* -X- -X-

Stroheim s Retirement

IT is reported that Mr. Eric Von Stroheim will aban-
don directing and resume his former roles of acting
and writing. If this report is true it will cause no great
disappointment in the amusement world and among pro-
ducers it may be hailed with some satisfaction.

Mr. Von Stroheim undoubtedly has a fine genius for
motion picture work but as a director he is regarded by
many as a liability to the motion picture business. This
may be true not because he is without great ability in
directing but because he has a ruthless disregard of his
employer’s property rights. On more than one occasion
he has apparently set out deliberately to so involve his
producer on the cost of the picture being made that he
automatically becomes the dominating influence in the
situation. With this done the producer can then only
stand by in breathless anxiety, hoping for the best.

Mr. Von Stroheim also is quite too “Continental” in
his directorial treatments. Although America gave him
his chance and, according to his own story, lifted him out
of destitution he never seems to have come to regard any-
thing American as being other than bland, mediocre and
backwoodish. Although he is quite smart enough to be
aware of the things that give American audiences offense,
his pictures generally have been quite laden down with
just these things. There is one central situation about
which he has continually built and regardless of how of-
fensive this situation may be to American audiences, he
hardly ever fails to press down on that key.

If Mr. Von Stroheim directs no more, the screen cer-
tainly will lose a great directorial ability but it will also
lose one of its most uneconomic investments. His meth-
ods have the painstaking care of real ability but when
put into practical application in a studio they involve so
much time — and consequent cost — that the producer who
sees him through a picture realizes that he has experi-
enced a trying ordeal. Mr. Von Stroheim has apparent-
ly proven too much for even such a strategist as Mr. P.
A. Powers who has a penchant for solving difficult prob-
lems.

•X* -X- 4fr

Standard Theatres

A GREAT deal of serious thought is now being put in
. on the subject of a group of standardized theatres
for smaller towns and cities. The development of a
thoroughly standardized type of theatre for the various
size towns of under 50,000 population would amount to
a great economic advancement and meanwhile would give
the public of these towns theatre buildings of the high-
est and most suitable type.

In the larger cities there is hardly any need or oppor-
tunity for what is described as a standardized theatre but
in the smaller communities a theatre building which
would be the result of long experience and much effort
would solve many perplexing problems.

There is no need or reason for the present multiplica-
tion of forms, designs and arrangements that are shown
in the theatre buildings of the smaller communities. A
standardized house, suitable to the size of the community
it would serve, would offer many and valuable advantages
to both the public and the exhibitor.

October 1, 1927

EXHIBITORS HERALD

15

Exhibitor Delegates Named

For Trade Practice Parley

Many Protest Method
Of Picking Conferees

Say Selection by Exhibitor Members of Arbitration
Boards Opens Way for Handpicked Conference

By ERNEST A. ROVELSTAD

Exhibitor delegates now are being selected for the trade practice
conference in New York October 10, called by the Federal Trade
Commission.

Realizing that the industry is interested first of all in knowing the per-
sonnel to represent the exhibitors at the coming meeting, the Herald went
to the Film Boards of Trade to learn the identity of chosen exhibitor dele-
gates. Herewith are the names of the first exhibitors selected:

Jack Miller, Chicago; John J. Gillette, Tooele, Utah; Lewen Pizor
and Elliott J. Goldman, Philadelphia zone; F. J. Rembusch and C. R.
Metzger, Indianapolis zone ; James C. Ritter, Rivoli theatre, Detroit;
Ludwig Siegel, Chicago; C. M. Stringham, Ogden, Utah; Glenn A.
Cross, Battle Creek, Mich.; C. W . Picquet of Pinehurst, N. C., state
president ; S. S. Stevenson of Henderson, chain owner; E. P. Smith,
Majestic, Fort Dodge, Iowa; Harry Weinberg, Des Moines; C. E.
Williams, Omaha, president local exhibitors ; E. A. Harms, Uptown
theatre, Omaha; H. F. Kennedy, Broken Bow, Neb. (alternate for
Harms); A. G. Hettesheimer, Orpheum, Cincinnati ; Godfrey Kotzin,
Lyric, Covington, Ky.

A number of other Film Boards of Trade reported that their selections
had not yet been made.

First List of
Exhibitors for
Trade Meeting

Here is the first list of exhibitor
delegates to the trade practice con-
ference, tabulated according to the key
city in which the Film Board of Trade
is located :

CHICAGO
Jack Miller
Ludwig Siegel

SALT LAKE CITY
John J. Gillette
C. M. Stringham

DETROIT
James C. Ritter
Glenn A. Cross

INDIANAPOLIS
Frank J. Rembusch
C. R. Metzger

PHILADELPHIA
Lewen Pizor
Elliott J. Goldman

CHARLOTTE
C. W. Picquet
S. S. Stevenson

DES MOINES
E. P. Smith
Harry Weinberg

OMAHA
C. E. W illiams
E. A. Harms
H. F. Kennedy

(Alternate for Harms)

CINCINNATI
A. G. Hettesheimer
Godfrey Kotzin

Walter Hays of
New York Di es
of Heart Disease

(Special to the Herald)

NEW YORK, Sept. 27.— Walter Hays,
formerly of Buffalo and one of the original
First National franchise holders, died of
heart disease early this morning at his
home, 225 Central Park West. He was an
official of the Mark Strand Company until
the sale of that company to the Stanley
Company.

i Mr. Hays had apparently been in good
health and was about, as usual, yesterday.
His death comes as a great shock to his
many friends in the industry.

Exhibitors Protest
Method of Selection

( Special to the Herald)

NEW YORK, Sept. 27. — Exhibitors
throughout the country are showing
great interest in the Federal Trade Prac-
tice conference which is to be held in
New York beginning one week from
next Monday. Many letters have been
received at the headquarters of the
M. P. T. O. A. and at the offices of the
T. O. C. C. and most of these show the
rank and file of the theatre owners are
not in accord with the Hays office over
the method of selecting the exhibitor
delegates.

Fear Handpicked Conference

As at present planned there are to be
64 representatives of the theatre owners,
and these are to be selected by the ex-
hibitor members of the 32 Arbitration
Boards connected with the Film Boards
of Trade. This many of the theatre
owners object to on the ground that, as
they assert, it provides the way for a
handpicked conference and is not likely
to be representative of the real theatre
interests of the country. One promi-
nent theatre owner, part-owner of a
chain of about a dozen important thea-
tres, said:

“While the method of selecting the
delegates through the Film Boards of
Trade may be conducted fairly, it is well
known that these Film Boards of Trade
are directly under the control of the
M. P. P. D. A. and this is not as it
should be if what is wanted is a repre-
sentation of the theatre interests of the
country in this most important series of
conferences.

“Several of us, all owners of impor-
tant chains of theatres in the metro-

politan district, have met to talk the
matter over and we are now seriously-
considering retaining Samuel Unter-
meyer, or some attorney of similar
high standing, to represent us at the
hearings.”

The first official objection to the
method of selecting the delegates was
filed last Friday by the T. O. C. C. This
was in the form of a letter to M. Mark-
ham Flannery, director of trade practice
conferences of the Federal Trade Com-
mission.

This letter points out to the Federal
Trade Commission that the method of
selecting the theatre owner representa-
tives through the Film Boards of Trade
is “fraught with many dangers.” The
letter is signed by Sol Raives, president
of the T. O. C. C.

In his letter Raives declares:

“The Film Boards of Trade are em-
ployes of the producers; consequently
the placing in their hands of the ma-
chinery for the selection of the inde-
pendent delegates might very possibly
lead to a misrepresentation of the in-
dependent exhibitors’ interests.”

The M. P. T. O. A. through President
R. F. Woodhull and Secretary M. J.
O’Toole offers the following advice to all
organized exhibitors :

“We suggest that you safeguard the
interests of the motion picture exhibi-
tors in your vicinity by using your
best efforts in a sincere endeavor to
have your representation at this con-
ference of the highest type.”

The letter also stated that in case it
should be impossible in any territory to
get independents appointed, Woodhull
and O’Toole “will be glad to represent
the independent exhibitors in your zone
by proxy.”

16

EXHIBITORS HERALD

October 1, 1927

ATEW YORK. — Ben Albrans says the
•t ’ only bet he made on the fight was
that it would not last over ten rounds,
and he refused to pick a winner. . . .
Joe Kennedy, who has been hiding from
hay fever in the White Mountains, has
returned to his office bringing a little
of it with him. . . . John Humm, just
back from the Coast, is all peeved up
because they changed over his golf
course while he was away and he
couldn’t shoot better than 90. . . .
George Gerhard, who really knows a lot
about pictures, is back on his old job
as motion picture editor of the Evening
World. . . . Hy Daab, back from the big
fight, says he had binoculars with his forty
dollar seat, but wished also for a radio
Henry Ginsberg has invited Joe Rock
to be his guest at Milburn just to see
whether that Western bird talks or plays
the best game of golf. ... Pat Dowling,
after bobbing in and out of New York for
a couple of months, left last week for the
Coast and promised to go there. . • •

Sammy Sax, who has been crossing up this
column for several weeks, finally showed
us railroad and sleeper tickets to the Coast
and offered to put up a bond against fur-
ther crossing up. . . . Jack Cohn, watching
an army dirigible sailing north over Broad-
way, hurried to his office, figuring it might
be bringing in the fight pictures. . . . Fred
Quimby, head of Metro short feature de-
partment, is making a trip over the ex-
changes and will be gone several weeks.

Dr. A. H Giannini has returned to
New York after a couple of months in
Europe. . . . Charlie Burr, sidekick and
boss of Johnny Hines and his productions,
is here from the Coast, stooping at Chicago
en route to put down a bet on Dempsey.

. . . Fred L. Herron, who looks after
foreign matters for Will Hays, has re-
turned from taking a peep at the European
markets. . . . Oswald Stoll, head of
Stoll’s Ltd., is here from London to spend
a month looking over the American market.

. . . John Flinn is back from the Coast
and hopes to stay in New York long enough
to renew acquaintance with his family.

. . . John McGmrk is worth a lot of real
money now; the Stanley company has had
him insured for a million dollars. .
Edward Montaigne, Universal scenario
editor, is in New York for conferences on
future productions. . . . Allan Dwan has
joined the Bob Kane organization and gone
to the Coast to make five First National
pictures at the Burbank studios. . . .
I. E. Chadivick, who now makes his home
on the Coast, is in New York for a short
stay. . . . Mike Comerford has been made
honorary fire chief of so many Pennsyl-
vania towns that he can doll up like Astor’s
pet horse if he puts on all his decorations.

. . . Niles Welch, who quit the screen for
the stage, is now quitting the stage for the
screen and has gone to the Coast to work
in pictures. ... A. S. Kirkpatrick,
assistant general manager of Educational,
has returned from a vacation in Europe.

. . . W. A. Bach, general manager for
First National in England, has sailed for
London after a visit to the home offices.

. . . Cresson E. Smith, assistant general
sales manager of United Artists, has re-
turned from a sales trip through the
Middlewest. . . . Aileen St. John Brenon,
capable and charming publicity person of
the Roxy, is taking a six weeks rest by
hopping over to Europe.

— SPARGO.

“The Harvester”

F B O ivill set a new mark
when “ The Harvester di-
rected by J. Leo Meehan
from the Gene Stratton-Por-
ter story, goes into the Hip-
podrome, New York. This
will be the eighth F B O pro-
duction playing on Broad-
way within an eight weeks
period. In the cast are Or-
ville Caldwell, Natalie Kings-
ton, W ill R. Walling, Jay
Hunt, Lola Todd, Edward
Hearn and Fanny Midgley.
Allen Siegler and James Gir-
idlian were the cameramen.
It will be released November
23.

October 1, 1927

EXHIBITORS HERALD

17

General Strikes Threatened
In Northwest and Cincinnati

Sympathetic Walkout
In Twin Cities Looms

Exhibitors and Operators Reach Agreement at Al-
bany and T roy — Settlement at Bellingham

Theatre strikes are threatened in two parts of the country as a result
of developments of the past week, while in two other cities the danger of
a closing of theatres has been averted.

Cox at Cincinnati to Close

Possibilities of widespread difficulty at Cincinnati are feared following
announcement by bulletins at the Cox theatre that the house will close
October 1 due to demands of the musicians’ union. Minneapolis and St.
Paul face the possibility of a general strike that might spread over the
Northwest following a walkout of the stagehands there.

Trade Paper
Ads Can
Make Money
for You

How much attention do you
pay to the producers’ adver-
tising in trade papers? Have
you ever thought that the
same medium that sells you
pictures, might sell the same
picture to your theatre pa-
trons? Turn to THE THEA-
TRE department, page 45 of
this issue, and see how one ex-
hibitor uses the trade paper
advertising of producers to
boost the business of his own
theatre. The idea contained
in this article may help you
with your own advertising.

Suspended Sentence
Is Given Minister for
Smashing Projector

( Special to the Herald)

DETROIT, Sept. 27. — Rev. Leo Hooper,
pastor of the Franklin Methodist church
until he smashed a motion picture machine
in the town hall this summer, was released
last week under suspended sentence after
he pleaded guilty before an Oakland county
justice to malicious destruction of property.

Rev. Hooper, who emphasized his objec-
tions to motion pictures from the pulpit,
demolished the projector during an enter-
tainment given by the ladies auxiliary of
his church to raise athletic fund money
for the boys’ Sunday school class.

Infantile Paralysis Hits
Business of Theatres

(Special to the Herald)

EDMONTON, ALBERTA, Sept. 27.—
An epidemic of infantile paralysis has
played havoc with theatre business in Ed-
monton, Alberta, during recent weeks, the
exhibitors being affected largely because of
a ban by the health authorities on the at-
tendance of children under the age of 16 at
local theatres.

Theatres in Fulton, Mo., have been hit
by the scourge of the same disease. Since
Mayor Charles Wilson has announced that
no new cases have been reported for sev-
eral days, it is believed that the disease has
been stayed, and it is likely that the ban
against public gatherings will be lifted
immediately.

T wo Per Cent Dividend
Declared by Universal

(Special to the Herald)

NEW YORK, Sept. 27. — A quarterly
dividend of 2 per cent on preferred shares
has been declared by the board of Univer-
sal Pictures Company, stockholders of rec-
ord of September 26 participating.

Albany and Troy are breathing more
easily following a conference between
union officials and exhibitors at which
a three-year agreement was effected.
The stagehands and operators at Bell-
ingham, Wash., have made a satisfac-
tory settlement with West Coast Thea-
tres, Inc.

* * *

Cox Theatre to Close
In Cincinnati Dispute

(Special to the Herald)

CINCINNATI, Sept. 27. — Bulletins
posted in the Cox theatre announce the
closing of the house with the perform-
ance Saturday night, October 1, as the
result of a demand of the musicians’
union that the company install an or-
chestra, and a threat of a sympathetic
strike of stage employes.

Since announcement by Nelson Trow-
bridge, manager of the Cox theatre for
the Shubert interests, and O. D. Wood-
ward, operating the National Players
Stock Company, for St. Louis interests,
that the house would close unless
some agreement could be reached, sev-
eral conferences having availed nothing.
Closing of the theatre will throw a half
hundred persons out of employment.

Stagehands, it is admitted, have no
grievance whatever, but because of their
affiliation with the musicians’ union de-
clare they are compelled to act in con-
cert.

* * *

Twin Cities Face
General Walkout

(Special to the Herald)

MINNEAPOLIS, Sept. 27.— Minne-
apolis and St. Paul are facing a general
theatre strike that threatens to spread
to more than 200 theatres in the North-
west and other parts of the United
States.

Motion picture operators are consider-
ing going on a sympathetic strike with
the Twin City stagehands who left their
jobs at midnight, September 17, follow-
ing refusal of the theatre owners to con-
sider clauses in a new contract presented
by the stagehands. Thirteen theatres
were affected by the walkout.

W. A. Steffes, president of the M. P.
T. O. of the Northwest, said the theatres
would remain open and present their
entertainments “no matter what hap-
pened.”

“All of our theatres are open despite
the stagehands’ walkout,” he said. “Man-
agers, assistant managers, ushers and
other theatre employes have gone back-

stage and have done the necessary work.”

The stagehands asked for one day off
in seven with pay. In their old contract
they had the right of a day off, but not
with pay. They also want the right to
arbitrate the cases of discharged stage
employes and a 30-week guaranty of
work.

* * *

Three Year Pact at Albany

ALBANY, Sept. 27. — There will be no
strike of operators in Albany and Troy.
Things' looked dubious up until last
Thursday, when a three-year agreement
was reached at a conference.

Working conditions are to remain un-
changed for the next three years. In-
creases of $7.50 to $9.50 a week in wages
have been granted operators in the Al-
bany and Troy theatres.

* * *

Settlement at Bellingham

BELLINGHAM, WASH., Sept. 27.—
A satisfactory settlement has been made
by West Coast Theatres and the stage-
hands’ and operators’ unions. The strike
was started September 1, when the
year’s new wage scale could not be
agreed upon.

B. O. Gets Back to Rushing Business ;
Many More Theatres Now in Operation

Business at the box office is returning to a normal pace, reports from ex-
hibitors to the HERALD this week are showing. The summer vacationing is
over, the new season is now fully under way, and the public is making the
new stimulus evident by the increased attendance.

One of the large factors in the comeback movement is the reopening of a
number of theatres which had closed for the summer months. There is also
the fact of completion of many new theatres in different parts of the country,
with their consequent pull upon additional sources of patronage and the
increasing of the number of outlets for product.

18

EXHIBITORS HERALD

October 1, 1927

Here is a showcase exhibit in the History corridor of the
Cleveland public library in connection with the showing
of the Pathe-DeMille production ‘‘The Fighting Eagle” at
the Keith’s Palace theatre the week of September 18.

This showcase exhibit was in the Fine .drfs corridor of the
Cleveland public library in cooperation with the return run
of Metro-Goldwyn-Mayer’s “Ben-Hur” at the Stillman the-
atre from August 14 to September 3.

Cleveland Library Cooperation
On New Films Sets Mark

Many Pictures for Present Season Already Featured — Producer
and Exhibitor Aid Asked

By INA ROBERTS

Publicity Representative, Cleveland Public Library

THE readers of the “Herald” are probably familiar with the coopera-
tion with worthwhile films with book connections that is carried
on by the Cleveland public library. For the benefit of those who
have not heard of it I shall say briefly that this cooperation consists of
showcase exhibits and special book displays, newspaper publicity for the
same and occasionally bookmarks listing a carefully selected number
of the books that are of particular interest in connection with the film,
also distribution of these bookmarks in the libraries of the city and in
the theatre showing the film, also lobby signs and slides on the screen.

T MAY also pertinently say that the Cleve-
land public library system consists of a
main library with a daily attendance of
from four to eight thousand persons, 26
branch libraries, 30 school libraries, 108
station libraries in factories, department
stores, fire-engine houses, police stations,
hospitals and so forth, and 10 county li-
braries.

Now we are ready to consider what the
present season offers in the way of library-
film cooperation. It must be understood
that what is here written refers to the
Cleveland public library alone and that
cooperation with other libraries must be
arranged with them individually.

The following films, which have had
first runs or been roadshown, have been
approved for cooperation and in most cases
have been featured in the main library.
This means that cooperation will continue
in the other libraries of the system as these
connect with neighborhood showings.

“ANNIE LAURIE'’— Connecting books are in the
literature, fine arts, history and fiction divisions
of the main library and during the first run. stills
were posted in these places; also a showcase
exhibit was arranged, tying up the stills with
library material and information about the clans
and plaids featured in the film that aroused much
interest in the city. Newspaper stories describing
the exhibit brought to the information desk fre-
quent inquiries as to the exact location of the
display by visitors who wished to see it.

“BEAU GESTE” This film is excellent for
library cooperation. The reactions in the history,
foreign literature and fiction divisions in the
form of circulation for the books featured were
very satisfactory for the library. In the history
division books on the French Foreign Legion were
in constant demand. This will be featured again

shortly in connection with another Cleveland show-
ing.

Big Tieup on “ Ben Hur”

“BEN HUR'*— The roadshowing of this picture
in Cleveland resulted in probably what was the
largest tieup the Cleveland library has made wilh
a film, excepting perhaps “The Ten Command-
ments.” This is the only film so far that has
been honored with an exhibit in the library's
exhibition corridor de luxe, the John G. White
Corridor, adjoining what is considered one of the
world’s finest collections of its kind, the John G.
White collection of Folklore and Orientalia, named
for its donor, the president of the Cleveland
public library board of trustees. Here in eleven
showcases were arranged stills and library mater-
ial carefully grouped in accordance with the

various phases of the picture the Nativity, the

Galley-Slaves, the Chariot Race, the Finale and
the Locale. One case was given to books and
pictures of chariots and Arabian horses, another
to celebrated paintings of scenes pictured in the
film. A bookmark was issued, of which 20 000
were distributed in the libraries and the theatre.
The library has copies of Ben-Hur in Dutch, Finnish,
French, German, Italian and Lithuanian as well
as in English.

“Big Parade” Featured

“THE BIG PARADE” Featured by means of

exhibits and book displays in numerous divisions
of the librarv. Bookmark issued.

“THE LOVES OF CARMEN” — This film is at
present having its initial Cleveland showing at
Keith’s Palace. The film has been approved for
cooperation and stills are posted and book dis-
plays arranged in the history and the foreign
literature division but the film was seen too
late to allow time for installing a showcase ex-
hibit.

“CASEY AT THE BAT” This film offered an

opportunity for a novel cooperation. The con-
necting novels were posted with a list of other
books about baseball, together wilh about ten
stills on a bulletin board which attracted much
attention. The literature division, which carries
the famous poem for which the film was named,
also posted stills.

“CHANG”— Another particularly good film for

library cooperation. The Cleveland showing was
announced, then postponed but when it comes it
will find the Cleveland library fiction, foreign
literature, technology, history, and children's divi-
sions all ready with stills and books.

Displays on “Heart of Maryland”

“THE HEART OF MARYLAND" — This film oc-
casioned displays in the fiction, history and litera-
ture divisions (the last named is where the play
is housed). Had an advance screening been ar-
ranged a (showcase exhibit could have been installed
as the library has an abundance of material con-
necting with a film of this kind, notably costume
books and plates of|its period.

“MICHAEL STROGOFF” A special screening of

this film was arranged for library officials suf-
ficiently far in advance of the Cleveland showing
to allow time for planning and carrying out an
extensive cooperation. A bookmark was issued
and thanks /to the colorful and striking nature
of Russian art, the showcase exhibit was exceedingly
interesting.

“MONTE CRISTO” A bookmark was issued. A

showcase exhibit was arranged. The library has
this book in number of languages in addition
to the copies in English. According to a census
taken some time ago “The Count of Monte Cristo”
was one of the most widely read books in the
library.

Extensive Tieup on “Resurrection”

“RESURRECTION" — The tieup with this was
extensive, taking in the fiction, foreign literature,
history and literature divisions. A showcase ex-
'hibit was installed and the branch, school, stations
and county departments all chose stills and ar-
ranged exhibits.

“THE POOR NUT” This film was made the

occasion for a bookmark listing college plays,
stories, songs and the college spirit. These book-
marks were placed in the corridor, where was
shown an extensive exhibit of college material
entitled “Beautiful College America,”

“THE YANKEE CLIPPER” The Cleveland public

library issued a bookmark on this film and ar-
ranged displays in the history and fiction divisions
while the fine arts division sponsored a beautiful
showcase exhibit. Stills showing water or boats
seem to interest people of all ages and national-
ities. In fact, the recent films with dominant sea
and ship angles may be the cause of the marked
increase in interest in ship-model making and books
about it.

So much for films already approved for
co-operation. The season just beginning
offers a larger quantity of promising ma-
terial than did the past season. A number
of the films which have had New York
runs and whose character and quality may
be reasonably well determined without be-
ing seen are comparatively sure of co-oper-
ation ; a still greater number will be con-
sidered carefully.

The films for the coming season with
which the Cleveland public library will
probably co-operate is quite a long one. It
includes “The King? of Kings,” “Les Miser-
ables,” “Old Ironsides,” “Rough Riders,”
“The Trail of ’98,” “Wings,” “7th Heaven,”
“Beau Sabreaur, “Over the Andes,” “Rose
Marie,” “The Circus,” “The Student
Prince,” “Ramona,” “The Cossacks” and
“Craigs Wife.”

There is also a still longer list of “Possi-

( Continued on page 32)

October 1, 1927

EXHIBITORS HERALD

19

Murnau “Sunrise” Held
Most Remarkable Film
Ever Shown Broadway

Slim and Sordid Story Lifted Into
Artistic Realm of
Its Own

By JOHN S. SPARGO

NEW YORK, Sept. 27. — “Sunrise,”
the much herald Fox picture, was given
its premiere last Friday night to an un-
usually distinguished audience, and
proved to be the most remarkable film
production that has ever been shown on
Broadway. And this is tantamount to
saying that “Sunrise” is the most re-
markable film ever turned out by an
American producer.

A slim and sordid story is taken by
F. W. Murnau, noted German director,
for his first American production, and
the finished product shown last Friday
night is almost certain to mark an epoch
in American picture making. The slim
and sordid story, by wonderful and new
direction, and dazzling photography, is
lifted into the realms of the artistic to
a degree never before attained by an
American made picture production.

Story of Farmer and Wife

The' story, which was adapted from
Hermann Suddermann’s “A Trip to Til-
sit,” depicts the troubles and pleasures
of a young farmer and his wife, happy
and content in their love and poverty
until the arrival of a woman from the
city. The young farmer, uncouth and
loutish, is lured by the siren charms of
the woman from the city, and at her
suggestion decides to drown his wife and
go with her to the city. He takes her
out in boat for that purpose, and stops
just short of the murder. The boat
reaches shore and the wife flees, with
the husband after her to seek her for-
giveness. In fear of her life she boards
a passing suburban trolley car, upon
which he also leaps. He pleads forgive-
ness as the car moves on into the city,
and there together, like two happy chil-
dren, they enjoy a honeymoon and re-
turn to their home happy in each other’s
love and with the siren from the city en-
tirely out of the picture.

Shows Mumau’s Wizardry

Not much to go on, yet the wizardry
of Director Murnau has transformed this
into a picture story of wondrous beauty
and one which holds the audience al-
most breathless throughout its entire de-
velopment. The story is told through
the camera, Murnau taking his two prin-
cipals, George O’Brein and Janet Gay-
nor, first through heavy tragedy and
then turning suddenly into the lightest
of comedy, and then again through a
sequence of clever dramatic situations,
all of which, backed by remarkable light-
ing and photographic effects, brings the
sordid little story up almost to the sub-
lime.

“The Last Laugh,” “Faust” and “Me-
tropolis,” German-made pictures, the
first two by Mr. Murnau, startled the
firm world here by the remarkable and
dazzling scenic, lighting and camera ef-
fects as well as their superb direction.
“Sunrise” has all of this and more.

Following is the cast: The Man,
George O’Brien; The Wife, Janet Gay-
nor; The Maid, Bodil Rosing; The
Woman From the City, Margaret Liv-
ingston; The Photographer, J. Farrell
Macdonald; The Barber, Ralph Sipperly;
The Manicure Girl, Jane Winton; The
Obtrusive Gentleman, Arthur Housman;
The Obliging Gentleman, Eddie Boland.

“Sunrise”

“Sunrise” is an expression of the highest and finest in the cinemato-
graphic art and certainly one of its greatest achievements. It is a
subject that will occupy and exclusive niche of its own in the fame-
hall of great pictures; while others may flash more quickly and widely
into the popular fancy, none will have a more definite and revolu-
tionary effect upon motion picture production.

“Sunrise” is not merely a step in the progress of the art — it is a
broad leap. If it were printed in type it would rank as literature.
If it were painted upon canvass it would hang in the gallery of the
masters. It is documentary proof that a motion picture production
can be a work of art.

This production is an extraordinary blending of the figurative, the
imaginative and the real. Its story is one of starkest simplicity. Its
chief characters are but two, with a third playing a secondary part.
Its theme is as old as mankind. It is devoid of physical spectacle but
as an emotional spectacle it is tremendous.

However simple the story of “Sunrise” may he it still cannot he
told in plain type any more than could the story of a great painting.

Under the inspired hand of Mr. F. W. Murnau the camera becomes
indeed a magical instrument. It does not merely photograph the
material and the real that are before the lens. Instead it penetrates
into the human heart and mind and lays bare the innermost thoughts
and emotions of the figures of the story. The players in the produc-
tion may be well-known to the spectator but he hardly recognizes them;
yet the people in the story are as familiar to him as if they were kin
of the blood. The spectator of “Sunrise” — provided he has the nec-
essary mental equipment — does not see a motion picture; he lives a
story. It is intensely realistic, yet its realism is not apparent and does
not intrude. One does not take note of the realism of “Sunrise” any
more than he does of the realism that surrounds his daily life; yet
it is there in the same measure and in the same force.

The production has a number of extraordinary technical effects hut
there is absolutely no emphasis upon technical effects as such; each
one of them used is used legitimately and consistently for the single
purpose of telling the story. There is beauty in the production; splen-
did acting; impressive settings and stirring action but all of these —
like the realism of the picture — are fashioned so harmoniously into
the telling of the story that all of them become engulfed in the sweep
of the narrative as it is told.

“Sunrise” is not a movie any more than “Hamlet” is a show. Like
every other fine thing in life the public will have to have more than
the admission price to appreciate it.

We approach an appropriate word of tribute to Mr. Murnau with
considerable hesitancy. A genius who could make “Sunrise” does
not need the handclap of the press or the public as an encourage-
ment to carry on. No one can appreciate “Sunrise” as well as the
director of it and to have created such a production must mean a
satisfaction that criticism cannot detract from and praise cannot add to.

To Mr. William Fox, the producer, and to Mr. W. R. Sheehan, who
was in immediate executive control of the production, the whole-
hearted gratitude of everyone interested in the highest and finest de-
velopment of the motion picture art must be enthusiastically accorded.

—MARTIN J. QUIGLEY.

Albany Theatres Agree to Submit

All Irish Films to Censor Committee

(Special to the Herald)

ALBANY , Sept. 27. — The motion picture theatres in this city agreed last
week to a proposition to submit all pictures dealing with the Irish race, to
a censoring committee. This arrangement resulted from the filing of a pro-
test with Mayor Thacher. A committee from the A. O. H. in Albany has
been named to censor all such pictures in the future.

20

EXHIBITORS HERALD

October 1, 1927

A Statement by Kennedy

“All rumors and statements to the effect that F B O is or has
been considering any merger or consolidation with other picture
companies are incorrect.

“Nobody has discussed the terms or conditions of any such con-
solidation with authority from the owners of F B O. My attention,
and that of the F B O organization, is entirely taken up in making
and distributing good pictures at prices which will show a profit
to the exhibitors and to ourselves.”

JOSEPH P. KENNEDY,
PRESIDENT.

“Student Prince” Splendid Film
But Is Not a “Big Parade”

Shows Delightful Directorial Touches by Lubitsch But Norma
Shearer Is Woefully Miscast — Novarro Scores
By JOHN S. SPARGO

NEW YORK, Sept. 27. — “The Student Prince,” Metro-Goldwyn-May-
er’s screen interpretation of the stage play, “Old Heidelberg,” and
later the operetta, “The Student Prince,” was given its premiere last
week at the Astor theatre and appears to have settled down for a run of
comfortable proportions.

]\ /TUCH of the preliminary advertising
of this Lubitsch production was
along the lines of a query as to whether
it would be given as long a run as “The
Big Parade,” which it followed into the
Astor theatre. The answer now is easy.

“The Student Price is a splendid pic-
ture, showing many delightful directorial
touches, beautifully photographed and
with one exception well acted, but it falls
far short of any of those attracting and
gripping things which made “The Big
Parade” a breaker of all records for long
runs.

Norma Shearer Miscast

The exception referred to is the usually
charming Norma Shearer who seems
woefully miscast as Kathi, the daughter
of the inn-keeper who loves and wins the
love of the prince. It appears to be a
grave mistake to dress Miss Shearer in
a wrapper and put her to work serving
beer to a lot of Heidelberg students.

To Ramon Novarro is allotted the part
of the young prince who is given a year
at Heidelberg before following his uncle
to the throne, and he gives all that could
be asked in the portrayal. Probably in
no other picture has this handsome
young favorite of the feminine fans
looked so refreshingly young and cap-
tivating as he does in the part of Prince
Karl. Jean Hersholt, as Dr. Juttner,
does much by his splendid acting to en-
hance the entertainment value of the
production.

On the whole “The Student Prince” is
a picture that will please almost any
audience, but it falls considerably short

of deserving a classification among the
“great” pictures of the year.

Following is the cast: Prince Karl
Heinrich, Ramon Novarro; Kathi, Norma
Shearer; Dr. Juttner, Jean Hersholt;
King Karl VII, Gustav von Seyffertitz;
Heir Apparent, Philipe de Lacy; Lutz,
Edgar Norton; Kellerman, Bobby Mack;
Court Marshal, Edward Connelly; Old
Ruder, Otis Harlan; Student, John S.
Peters.

Continuity was by Hans Kraly, while
Marian Ainslee and Ruth Commings did
the titles.

British Company Will
Make Production of
Pilgrim Fathers Story

Both British and American Direc-
tors Will Take Part in
Filming

( Special to the Herald )

LONDON, Sept. 27. — It is announced
that a new renting organization is to be
formed for the purpose of distributing
British Instructional productions. The new
company will be known as Pro-Patria
Films, Ltd., and A. E. Bundy will be the
chairman of the new renting company.

% S{<

Anglo-American Subject to be Filmed.

British Instructional are shortly to com-
mence a mammoth production, depicting
the struggles of the Pilgrim Fathers in
England, of their exile in Holland, and

their enterprising departure for the New
Land. It is proposed that an English di-
rector shall make all the scenes up to the
landing of the Pilgrims in their new coun-
try, after which an American director will
take over.

* * *

American Cash for British Pictures.

Dr. A. H. Giannini of the Bowery and
East River National Bank, has recently
financed the British International picture
in which Betty Balfour and Syd Chaplin
are at present working. This is bringing
to a head the growing dissatisfaction felt
on this side, that while the government is
prepared to give preference, by means of
the Films Bill, to the British film, producers
here must turn to America for money,
while British bankers sit on their coffers
in smug complacency.

H* »t»

Another British Firm to Produce.

Ideal Films this week announce their in-
tention of entering the field of production.
The first picture will be called “His House
in Order” and will star Gladys Cooper, and
Sir Gerald du Maurier.

* * *

Pre-release Grousing Among Exhibitors.

Sussex branch of the Cinematograph Ex-
hibitors Association last week passed a
strong resolution calling upon their head
organization for instant action to control
pre-releases. This is regarded as the most
militant section of the movement, and usu-
ally gives the cue to all other sections to
rise in arms.

Don Eddy Is Made
General Manager
of Langdon Firm

(Special to the Herald)

NEW YORK, Sept. 27.— Don Eddy, di-
rector of publicity and advertising for
Harry Langdon, since the comedian joined
First National, has
been appointed
general manager
of the Harry
Langdon Corp.,
following the
resignation of
William E. Jenner.

The promotion
of Eddy to the
post of general
manager comes as
a reward of effici-
ent service in be-
half of the inter-
ests of the First
National comedian.

After a thorough
newspaper training of many years with
various Hearst publications, Eddy entered
the publicity field. He was publicity direc-
tor for Rudolph Valentino for several
years and up to the time of the actor’ s
death. He also handled publicity for James
Cruze during the production of “The Cov-
ered Wagon.”

Charles Ray Will Quit
Screen for the Stage
Says Hollywood Rumor

( Special to the Herald)

HOLLYWOOD, Sept. 27. — Rumors are
current in Hollywood to the effect that
Charles Ray is to desert the screen for the
legitimate field. It is said that a prominent
theatrical producer in the East has made
overtures to Charlie to create the leading
role in a comedy peculiarly fitted to his
talents and that Charlie, disgusted with the
attempts of so-called experts to throttle his
attempts at originality on the screen, is
seriously considering taking the offer.

Spoor Takes $150,000 Loss When He

Discards Third Dimension Picture

George K. Spoor, president of the Essanay Film Company, with head-
quarters in Chicago, has just thrown more than $150,000 away. At least that
is what it amounted to when he decided to junk “The Flagmaker ,” the pic-
ture that was produced to demonstrate Spoor’s third dimension invention to
give pictures depth as well as length and breadth.

“My invention showing the third dimension is too valuable to be introduced
to the public with an inferior picture,” he is said to have declared. “Produc-
tion will begin on another picture within a few weeks.”

Spoor, one of the pioneer film producers, has worked on the invention for
the last 12 years.

October 1, 1927

EXHIBITORS HERALD

21

Roxy Theatre

Sept. 22nd, 1927.

MR. MARTIN QUIGLEY,

EXHIBITORS HERALD,

565 FIFTH A VE., N. Y. C.

My Dear Mr. Quigley:

Your editorial in the issue of September 10th, “Exhibitors
Herald,” is before me and I simply want to say thank you and God
bless you.

It was the first really sincere editorial on a policy that was fraught
with all the bunk, obstacles and misunderstandings that the un-
thinking person would associate with an enterprise of this kind,
and after all it is simply psychology, isn’t it?

I am indeed grateful to you.

With kindest personal regards, believe me

Sincerely yours,

Roxy

S. L. ROTHAFEL.

Exhibitors Cash in on Fight
By Tying up to Radio Chains

Alhambra at Milwaukee Sets Up Prize Ring in Lobby — Fifty
St. Louis Houses Broadcast Rounds — Wild
Enthusiasm at Atlanta Theatres

Theatres of the country linked up with the radio last Thursday night to
make of the Dempsey-Tunney fight a moneymaking event at the box office.

In Chicago, where the exhibitors had been tempted at first to look upon the
bout as a blow to receipts, they turned to the radio with the result that an-
nouncement several days earlier in the week that round-by-round broadcasts
would be provided for patrons proved a big drawing card.

Four-Reel Fight
Film Tells Tale
of Round Seven

Proably never before has a great event
been more skillfully photographed than
that of the Dempsey-Tunney bout in
Chicago by Goodart Films. It is a well-
nigh perfect recording of the “fight of
the century,” and it is doubtful if the pic-
tures would have been one bit better had
they been made in the best studio in the
country.

Shown in Four Reels

The entire fight from the first bell to
the last was photographed — both in slow
motion and regulation speed. Two large
steel crow’s nests were erected a short
distance from the ring for photographing
the ring classic. There are three reels of
the actual fight and one reel of the train-
ing camps.

The pictures show conclusively that
Tunney received more than the regula-
tion ten seconds count when he was
floored by Dempsey.

Pathe News Sets Mark

It has been charged that the referee
showed unfairness by not sending Tun-
ney to the opposite corner when Tunney
floored Dempsey before beginning the
count on Dempsey. The pictures show
that this charge is false.

Pathe News probably broke all records
for speed the night of the fight. Accord-
ing to Chicago officials of the company,
forty minutes after the two contesants
stepped into the ring people in 25 Chi-
cago theatres witnessed the occurrence
on the screen through the Pathe News.
The films were lowered from the top of
the stadium by ropes to a motorcycle.
— ' W. W.

Company Will Produce
Negro Films, Newsreels

(Special to the Herald)

NEW YORK, Sept. 27.— A new com-
pany, known as the Famous Artists Cor-
poration of America, has been organized
to produce all star negro pictures ex-
clusively. Features, comedies and news-
reels will be produced. The newsreels
will cover events of negro interest all
oyer the world. Exhibitors of negro
pictures will be supplied annually with
six features, 12 comedies and 26 news-
reels, it is planned.

Owner of Fight
Films Arrested

Arrest of Henry Sonenshine,
president of Goodart Film Com-
pany, which made the official fight
pictures, was one sidelight of the
bout. He was arrested while load-
ing five sets of film into an air-
plane in Chicago. He declared
the films were intended for ship-
ment to Canada and not in viola-
tion of the interstate shipment
ban. He planned to make a test
case of it.

Another sidelight was the
honeymooning of Rita Stewart,
M-G-M film player, and Les H.
Weir, Pathe-De Mille Western di-
vision manager, at the bout. They
were married in Chicago, and
stayed over for the event.

Newspaper reports told of
Marion Mack, actress, being lost
in the West in an airplane in
which she was bringing greetings
of the Hollywood film colony to
Dempsey.

The following reports from all parts
of the country show how ingenuity of
exhibitors made an asset of the sport
event, through hooking up with the
chain broadcasts.

Alhambra at Milwaukee
Runs Trailer on Returns

(Special to the Herald)

MILWAUKEE, Sept. 27. — Every theatre
on Wisconsin Avenue, Milwaukee’s main
thoroughfare, had a sign in front announc-
ing that returns of the Dempsey-Tunney
fight would be given out on the night of
the memorable battle, but it remained for
the Alhambra theatre, Universal’s key
house in Wisconsin, to steal a march on
the rest of the procession.

Two weeks before the fight, a trailer
announced a radio would be installed, and
a special amplifying system would carry
Graham MacNamee’s report of the fight
direct from the ringside to every seat.
Result : Every seat in the big theatre was
occupied, many standing.

For those few who might not know that
a fight was going on in Chicago a regular
prizefight ring had been erected in front
of the box office, flush with the street. In
one corner was a lifesize cut of Dempsey,
in a fighting pose while Tunney, in like
size and position, stood in the opposite
corner. A card in the center announced
that returns were being received “direct
from the ringside” inside.

Atlanta Theatres
Play to Capacity

(Special to the Herald )

ATLANTA. — Theatre managers here
turned threatened loss into victory Thurs-
day night when practically every house in
the city tied in with the national radio
broadcasting chains and gave their patrons
the treat of hearing the Dempsey-Tunney
fight returns.

Th° Howard de luxe Publix house, had
a radio backstage and A1 Short, band unit

show conductor, announced the results,
round by round ; Loew’s Grand had no
radio, but kept busy on the telephone and
likewise announced the result of each
round.

Of the smaller houses the following
rigged up receiving sets : the Cameo, Pal-
ace, West End, Tenth Street, Ponce de
Leon, Madison, Fairfax.

50 St. Louis Houses
Give Service on Bout

(Special to the Herald)

ST. LOUIS, Sept. 27. — The six first run
houses of St. Louis and most of the neigh-
borhood and suburban houses gave -their
audiences round by round accounts of the
Tunney-Dempsey bout.

In all about fifty houses in St. Louis
and environs gave this special service to
the patrons.

Returns Pack Houses
of Upper New York

(Special to the Herald)

ALBANY, Sept. 27.— The motion pic-
ture theatres of Albany, Troy and Sche-
nectady, were packed to their doors last
Thursday night when radio returns were
received from the ringside of the Demp-
sey-Tunney fight in Chicago. While all
of the first run houses in these three
cities, installed radios with loud speaking
devices for the occasion, even the second
and third run houses followed suit and
cashed in.

Houston’s Theatres
Beat Competition

(Special to the Herald)

HOUSTON, Sept. 27. — Theatres in
Houston realized a neat sum as a result
of the Dempsey-Tunney fight. The Met-
ropolitan, Kirby, Queen, Majestic, Pal-
ace, Isis, Iris, Texas, and Rialto each
broadcast the returns, and advertised the
event for all it was worth. Resultant of
good newspaper advertising, all the
shows were jammed Thursday night.

22

EXHIBITORS

HERALD

October 1, 1927

FBO Completes 29 of 58 Long
Features for This Season

Eleven of the Specials Already Finished — Thirty Short Features Made
to Date Out of 74 Scheduled

(Special to the Herald)

NEW YORK, Sept. 27. — Of the 58 features scheduled by F B O for
release on its 1927-28 program, the company announces that to date
29 features have been completed, 9 are in the process of filming and
20 are still to be made. Of the 74 short features, 30 have been completed
to date and 44 remain to be made.

The features are divided as follows:
Thirty-two Greater Attractions, a
series of 6 Westerns starring Tom Tyler,
a series of 7 Westerns starring Bob
Steele, a series of 7 starring Buzz Bar-
ton, 13-year-old western star, and a series
of 6 starring Ranger the dog.

The following features (29) have al-
ready been completed:

“The Great Mail Robbery,” directe'd by George
B. Seitz, featuring Jeanne Morgan, and Theodore
von Eltz. This film played to capacity audiences
at the New York Hippodrome. Release date
August 15. A Greater Attraction.

“The Coward,” based on the story by Arthur
Stringer and directed by Alfred Raboch, with
Warner Baxter and Sharon Lynn. Released Au-
gust 21. A Greater Attraction.

“Not for Publication,” a Ralph Ince produc-
tion, with Ralph Ince and Jola Mendez in lead-
ing roles. Release date August 31. A Gre'ater
Attraction.

“The Racing Romeo,” with “Red” Grange and
Jobyna Ralston. A Sam Wood production. Di-
rected by Sam Wood. A Greater Attraction.

“Clancy’s Kosher Wedding,” with George Sid-
ney, directed by Arvid Gilstrom, Broadway run
at the Hippodrome. Release date Sept. 17. A
Greater Attraction.

“In a Moment of Temptation,” based on the
novel by Laura Jean Libbey, and directe'd by
Philip Carle, with Charlotte Stevens, Grant With-
ers, Cornelius Keefe, Marie Walcamp and Kit
Guard. Release’ date Sept. 18. A Greater At-
traction.

“The Gingham Girl,” with Lois Wilson and
George K. Arthur, based on the famous musical
comedy success. Directed by David Kirkland.
Release date Oct. 2. A Greate'r Attraction.

“Jake the Plumber,” with Jess Devorska and
Sharon Lynn, and directed by Edward Luddy.
Release date Oct. 16. A Greater Attraction.

“Shanghaied,” a Ralph Ince production, directed
by Ralph Ince, with Ince and Patsy Ruth Miller
in leading roles. Release date Oct. 19. A Greater
Attraction.

“Judgment of the Hills,” a Leo Meehan pro-
duction, with Frankie Darro and Vircina Valli,
based on story bj' Larry Evans and directed by
Leo Meehan. Release date Nov. 6. A Greater
Attraction.

“Hook and Ladder No. 9.” based on the story
by John Moroso, and directed by Harmon
Weight, with Cornelius Keefe, Edward Heame
and Dione Ellis. Release date Nov. 13. A
Greater Attraction.

“The Harvester,” a Leo Meehan production,
based on the novel by Gene Stratton-Porter, with
Orville Caldwell and Natalie Kingston. Release
date Nov. 23. A Greater Attraction.

“South Sea Love,” a Ralph Ince production,
with Patsy Ruth Miller and Lee Shumway. Di-
rected by Ince. Release date Dec. 10. A Greater
Attraction.

“Aflame in the Sky,” directed by J. P. Mc-
Gowan, with Jack Luden and Sharon Lynn. Re-
lease date De'c. 18. A Greater Attraction.

“Little Mickey Grogan,” starring Frankie Darro
with Jobyna Ralston and directed bv Leo Meehan.
Release date Jan. 30, 1928. A Greater Attraction.

“Dead Man’s Curve,” with Douglas Fairbanks,
Jr., directed by Richard R'osson. Release date
Jan. 15, 1928. A Greater Attraction.

“Loves of Ricardo,” with George Beban. Re-
lease date June 17, 1928. A Greater Attraction.

“Moon of Israel,” directed by Michael Curtiz,
with Maria Corda. A gigantic story of the en-
slavement of the Jews in Egypt and" their rescue
by way of the Red Sea. A Sascha production.
Release date June 25, 1928. A Greater Attraction.

Eleven of the specials have been com-
pleted, making a total of 29 full lenght
features completed. These include:

Three Tylers completed. “The Flying U
Ranch,” with Tyler and Nora Lane. Directed by
Robert DeLacy, from a story by B. M. Bower.
Release date Sept. 4.

“The Cherokee Kid,” with Tyler and Sharon
Lynn. Directed by Robert DeLacy. Release
date Oct. 30.

“The Desert Pirate.” with Tyler and Duane
Thompson. Directed by James Dugan. Release
date Dec. 25.

Three Bob Steeles completed. “The Mojave
Kid,” based on story by Oliver Drake and di-
rected by Robert North Bradbury, with Steele
and Lillian Gilmore. Release date Sept. 25.

“The Bandit’s Son,” with Steele and Ann Sheri-
dan. Directed by Wallace Fox. Release date
Nov. 20.

“Driftin’ Sands,” with Ste'ele and directed by
Wallace Fox. Release date Jan. 1, 1928.

Three Buzz Bartons completed. “The Boy
Rider,” based on story by Frank Howard Clark,
directed by Louis King with Buzz Barton and
Lorraine Eason. Release date Oct. 23.

“The Slingshot Kid,” with Buzz Barton and
directed by Louis King. Release date Dec. 4.

“Wizard of the Saddle,” with Buzz Barton
and directed by Frank Howard Clark. Release
date Jan. 22, 1928.

Two Rangers completed. “Breed of Courage,”
based on story by John Twish and directed by
Howard Mitchell with Sam Nelson and Jeanne
Morgan in support of Ranger, the dog. Release
date Aug. 7.

“Ranger of the North,” starring Ranger, the
dog, with Hugh Trevor and Lina Basquette in
support. Based on story by Ewart Adamson and
directed bv Jerome Storm. Release date Oct. 9.

Nine FBO films are in process of be-
ing made. They include.

‘‘Coney Island,” a Ralph Inc production, with
Lois Wilson, Lucila Mendez, Rudolph Cameron
and Ralph Ince in leading roles. Directed bv
Ralph Ince. Story by Joseph Tefferson O’Neill.
Release date1 Jan. 13, 1928. A Greater Attraction.

“Red Riders of Canada,” which Robert De-
Lacy is directing, with Patsy Ruth Miller. Story
was adapted bv Louis Sareckv and Oliver Drake
from story, “The Pirate's of Muskey,” by William
Byron Mowery. Release date April 15, 1928. A
Greater Attraction.

“Freckles,” based on the famous 9tory bv Gene
Stratton-Porter and directed by Leo Meehan.
Release date March 21, 1928. A Greater Attrac-
tion.

“Her Summer Hero,” with Swimming, diving
and other athletic champions headed by Duke
Kahanamoku and including Clyde Swenson,

American diving entry in the Olympic Games
and coach at the Hollywood Athletic Club; Betty
Blecker, world’s champion woman diver; Clarence
Pinkton, holding the same title for men; Cleve
Moore, and others. James Dugan directing. R'e
lease date Feb. 13, 1928. A Greater Attraction.

“The Little Buckaroo,” starring Buzz Barton.
Directed by Louis King. Release date March 11,
1928.

“The Renegade,” starring Bob Steele. Release
date Feb. 19, 1928.

“When the Law Rides,” starring Tom Tyler.
Release date Feb. 26, 1928.

“The Swift Shadow,” starring Ranger the dog.
Release date Dec. 11, 1927.

“A Legionnaire in Paris,” with Kit Guard and
A1 Cooke. FBO rushed a corps of cameramen
to Paris to shoot authentic scenes of the conven-
tion, which will be incorporated in the film. Re-
elase date Dec. 27. A Greate'r Attraction.

Twenty long features still to be made.
They include:

“Wallflowers,” based on the famous novel by
Temple Bailey. Release date Fe'b. 16, 1928. A
Greater Attraction.

“Chicago After Midnight,” will be directed by
Ralph Ince. Release date March 4, 1928. A
Greater Attraction.

“The Little Yellow House,” by Beatrice Bur-
ton. Ran as a serial in McCall’s. Release date
April 24, 1928. A Greater Attraction.

“Skinner’s Big Idea.” Based on story by
Henry Irving Dodge. Release date May 11, 1928.
A Greater Attraction.

“The Devil’s Trade Mark.” Release date May
28, 1928. A Greater Attration.

“Beyond London’s Lights.” Release date
March 18, 1928. A Greater Attraction.

“Alex the Great.” Based on story by H. C.
Witwer. Release date May 13, 1928. A Greater
Attraction.

“Sally of the Scandals.” Release date July 15,
1928. A Greater Attraction.

“Phantom of the Range,” starring Tom Tyler.
Release date April 22, 1928.

“Texas Tornado,” starring Tom Tyler. Release
date June 24, 1928.

“Breed of the Sunset,” starring Bob Stee'le.
Release date April 1, 1928.

“Man in the Range,” starring Bob Steele. Re-
lease date May 20, 1928.

Untitled Bob Steele, release date July 8, 1928.

“The Pinto Kid,” starring Buzz Barton. Re-
lease date April 29, 1928.

“The Fighting Redhead,” starring Buzz Barton.
Release date July 1, 1928.

“The Bantam Cowboy,”- starring Buzz Barton.
Release date Aug. 12, 1928.

Three untitled pictures starring Ranger the dog,
release Feb. 5, 1928, April 8 and June 10, 1928,
respectively.

Of the 74 short features scheduled for
the 1927-28 program 30 have been com-
pleted with 44 still to be made. The 30
completed include the entire series of
H. C. Witwer’s Beauty Parlor series.
They follow:

No. 1. “The Beauty Parlor,” Aug. 3, 1927.

No. 2. “The Permanent Rave,” Aug. 10, 1927.

No. 3. “Last Nose of Summers,” Aug. 17, 1927.

No. 4. “Boys Will Be Girls,” Aug. 24, 1927.

No. 5. “Helene of Troy, N. Y.,” Aug. 31, 1927.

No. 6. “Toupay or Not Toupay,” Sept. 7,
1927.

No. 7. “Chin He Loved to Lift,” Sept. 14,
1927.

No. 8. “Fresh Hair Fiends,” Sept. 21, 1927.

No. 9. “Peter's Pan,” Sept. 28, 1927.

No. 10. “The Beloved Rouge,” Oct. 5, 1927.

No. 11. “New Faces for Old,” Oct. 12, 1927.

No. 12. “She Troupes to Conquer,” Oct. 19,
1927.

Lorraine Eason, Thelma Hill, Kit
Guard and A1 Cooke play leading roles.
Arvid Gilstrom and Reggie Morris alter-
nated in the direction.

Of the Mickey McGuire series, three
subjects have been completed. These
are “Mickey’s Circus,” Sept. 4, 1927;
“Mickey’s Pals,” Oct. 3, 1927; and

“Mickey’s Eleven,” Nov. 7, 1927. Nine
are still to come. Little Mickey Yule
is starred in the series, which are pro-
duced by Larry Darmour Productions.

Three of the Standard Fat Men com-
edies have been completed. These in-
clude “Sanders of the Waistline,” Sept.
11, 1927; “Tanks of the Wabash,” Oct.
10. 1927 and “Fleshy Devils,” Nov. 14,
1927. ' Nine more to come. The Stand-
ard Fat Men comedies are produced by
Standard Cinema Corporation and fea-
ture “Fat” Karr, “Tiny” Alexander and
“Fatty” Ross.

Twelve Newslaffs have been completed
by Bill Nolan. Fourteen more to come.

Twelve Komedies, starring A1 Cooke,
are to be made.

Dallas Blue Laws Aimed at Carnivals ;

Aid Theatres , Close Circuses Sunday

(Special to the Herald)

DALLAS, Sept. 27. — The first action concurrent of the recently enacted
Sunday Blue Law in Dallas resulted in the cancellation of the showing in this
city of the A1 G. Barnes and the Sells-Floto Circuses on Sunday. The
Barnes circus was booked for only one day, but the Sells-Floto Circus had a
two day stand — Sunday and Monday. As a result of the action taken by the
city commission, both circuses laid over idle in Dallas on Sunday, with
crowds visiting the circus grounds to view the animals. If the Sunday
showing had not been stopped it would have marked the first time in the
history of Dallas that two of these tent attractions have played on the same
day.

The Dallas Blue Laws were enacted for experimental purposes, and are
enforced through recommendation of the city commission. They do not
affect local theatres and amusements, but chiefly road shows and carnivals,
and will benefit more than hurt the local houses.

October 1, 1927

EXHIBITORS HERALD

23

MAP OF DES MOINES THEATRES. In the circle are the two outstanding
motion picture houses, the Des Moines and the Capitol. The distances on the
map are figured from this circle.

Des Moines Not Overseated;
Razing Two Theatres Helps

Paii’ of Downtown Houses Make Way for Business Block —
Publix Playhouses Concentrated Under
Management of A. H. Blank

(Special to the Herald)

DES MOINES, Sept. 27. — This city is not overseated as far as motion
picture theatres are concerned. That is the consensus of managers, a sur-
vey of the Des Moines situation shows.

Two Theatres Recently Razed

One factor which has tended to keep the city from the saturation point
is the tearing down of two theatres within the past two months to make
way for a business block. These theatres, both downtown, were the Royal,
showing second-runs, and the Majestic, which showed pictures in connec-
tion with its vaudeville.

Suit Is Filed to
Prevent Closing
Theatre Sunday

(Special to the Herald)

NOBLESVILLE, IND., Sept. 27.—
Maurice Bernheimer of Crawfordsville,
Ind., has filed a suit in the circuit court at
Noblesville, Ind., asking a restraining order
to prevent officials of that county seat from
interfering with the operation of Sunday
moving picture shows there. Bernheimer
says he has leased the Opera House in
Noblesville, for Sundays only and that it is
operated under a different management
during the week. Free shows on Sunday
have been given for several weeks with a
view of creating a demand for them so an
admission may be charged, it is said. There
is a city ordinance now thirty years old,
which prohibits Sunday shows for pay.

The trial of Frank Parish, owner of the
Comus theatre, Milford, Ind., charged with
violating Indiana’s blue laws, has been set
for Oct. 13.

Consolidated Studies
Every Angle of Care
And Handling of Films

(Special to theHerald)

NEW YORK, Sept. 27.— The han-
dling of prints after they leave the plant,
in the projection rooms of exchanges
and theatres has such an important bear-
ing on the preservation of films, the
Consolidated Film Industries, Inc., has
endeavored to foster the best possible
conditions and the use of the best pos-
sible methods.

Careful study of lighting conditions in
theatres, the character of the screen, the
length of the throw, the kind of lamps
used — all these also have such an im-
portant bearing on the screen quality of
a picture that Consolidated is trying to
increase the general knowledge of the
best practice in these matters so that
they will not spoil the results that could
be obtained from well made prints.
Every factor that goes into the furnish-
ing of perfect films to the industry has
been given careful study and research by
Consolidated.

Canadian Film Boards
Hold Annual Elections

(Special to the Herald)

MONTREAL, Sept. 27.— Film Boards of
Trade in several cities of Canada have held
their annual election of officers and, in a
majority of instances, the officials have been
re-elected.

At Montreal, Quebec, the Board has elected
officers as follows: president, E. H. Wells, FBO;
vicepresident, Frank Le'duc, Canadian Universal;
secretary, Maurice Davis, Regal Films, Ltd., exe-
cutive secretary, Miss M. Mason. The elections
at Calgary, Alberta, resulted as follows: Presi-
dent, H. Cass, Regal Films, Ltd. ; vicepresident,

E. H. Teel, First National; secretary-treasurer,

F. Fisher, Canadian Educational; executive sec-
retary, J. A. H. Millican.

Elections at Toronto were: President,
Frank Myers, Warner Bros.; vicepresident,
Barney D. Murphy, FBO of Canada, Ltd. ;
secretary-treasurer, Harry Law, Canadian
Universal.

M’G-M Chooses Alberta

(Special to the Herald)

HOLLYWOOD, Sept, 27.— Director
Harry Beaumont completed the casting of
his new unnamed film for M-G-M last
week with the selection of Alberta Vaughn.
She supports Ramon Novarro. It is a story
of Russian nobility and will probably run
into the class of $250,000 pictures.

There is a concentration of Publix
theatres. The Capitol and the Des
Moines, the leading theatres, are both
under management of A. H. Blank and
are Publix houses. The Strand, Garden
and Palace, under the same manage-
ment, are approximately a block and a
half away. The Family and the Casino
are within a block and a half of the cen-
ter also.

Grand, Amuzu on Eastside

On the Eastside are the Grand and
Amuzu, both showing second runs, with
the Grand showing a better type than
the Amuzu. The latter most frequently
shows Westerns.

Farther out, three miles from the cen-
ter, is a neighborhood house on East
Grand avenue and four miles out an-
other neighborhood house on East Wal-
nut.

To the North is the Hiland, showing
second runs and first runs once in a
while. Out in Beaverdale is the Gem,
with its popular neighborhood type pic-
tures and second runs.

Shrine Temple Equipped

On the map are charted the Princess
and the Berchel where roadshow motion
pictures are often presented. The Prin-
cess supports a stock company during
the winter season. The Berchel is a
“legit” house frequently bringing big
pictures.

The Shrine Temple is shown because
it has been equipped with the latest type
of motion picture apparatus and may
bring big pictures later.

The Orpheum shows pictures with the
vaudeville, and the Garrick once in a
while shows a picture, although it is giv-
ing Mutual burlesque now.

Double Feature Bill Is Boomerang
to Small Neighborhood Toronto Exhibitors

(Special to the Herald)

TORONTO , Sept. 27. — Some months ago local exhibitors here were urged
to discard the policy of presenting two full-length features on a bill, but the
small independent owners demurred, claiming that the double-feature bill was
their chief weapon against the larger suburban houses.

Now the shoe is on the other foot and the double-feature bill is proving a
boomerang to the small exhibitors, as the large suburban theatres of Famous
Players Canadian Corp., of which there are some 15, are presenting double-
feature bills with one or two exceptions. These houses have met the small
independents at their own game. The double-feature bill is now common
throughout the city, with the exception of the downtown theatres.

24

EXHIBITORS HERALD

October 1, 1927

Re-Takes

Hollywood Greets Lindbergh
With Marion Davies Hostess

Executives , Directors and Stars Attend Studio Breakfast — Walter
Greene Enters Production Field
By RAY MURRAY

HOLLYWOOD, Sept. 27. — Lindbergh Day was properly celebrated
last Tuesday when the Colonel paid Los Angeles a brief visit on
his nationwide tour. He was the breakfast guest of Marion Davies
at the M-G-M studios where he sat down with more than two dozen pic-
ture stars, producers and directors. Following his coffee and waffles,
Colonel Lindbergh was escorted through the studio and was photographed
with several celebrities.

AMONG those present as breakfast
guests were Ramon Novarro, Ralph
Forbes, Norma Shearer, Rene Adoree,
John Gilbert, Karl Dane, William
Haines, Marceline Day, Bert Roach, Lon
Chaney, Greta Garbo, Aileen Pringle,
Lew Cody. The directors present were
King Vidor, Robert Z. Leonard, Sam
Wood, Monta Bell, John McCarthy,
Clarence Brown and Jack Conway. The
executives who attended were Louis B.
Mayer, Irving Thalberg, Harry Rapf,
Hunt Stromberg, Bernard Hyman, E. J.
Mannix and William Randolph Hearst.

E. B. Hatrick of the Hearst news reel
enterprises and Victor Watson of the
Hearst Newspaper syndicate were also
present. Immediately after the break-
fast Colonel Lindbergh left for Vail
Field, where he took off for San Diego
in “The Spirit of St. Louis.”

* * * *

Twenty-two members of a small in-
dependent motion picture company
were stricken ill on Tuesday while on
location at San Gabriel after eating
food from lunch boxes. Seven of the
company were rushed to Alhambra
hospital where it was revealed that
arsenic solution, which had been
sprayed on the apples eaten by the
group, was the cause of their illness.
After 24 hours of treatment, all were
reported out of danger.

* * *

The New Tower theatre at Eighth and
Broadway, which wil1 be a United Art-
ists first-run house, will be opened Octo-
ber 12. Plans are being completed for an
elaborate presentation and a large or-
chestra will augment the pictures.

* * *

Walter Greene in Production

Walter Greene, former vice-president
of Paramount, has leased space at Tec-
Art Studios and is entering the produc-
tion field. The first picture he will pro-
duce is “White Lights,” an original story
by Howard Estabrook, well known scen-
arist, writer and director. This is the
first of a series of big productions to
be made under the Greene banner.

Laemrnle Spikes Merger Talk

Beno Rubel, executive assistant to Carl
Laemrnle, received a cable from Ger-
many, where the president of Universal
is at present, spiking the rumor current
in Hollywmod that Universal, F B O and
First National are to combine. Local
officers of all three companies say they
have no confirmation of merger plans,
although several local papers persist in
printing the story.

* * *

Jesse J. Goldburg, producing First Di-
vision Pictures for Chadwick, expects to
leave for Europe soon to complete ar-
rangements for producing and exhibiting
First Division Pictures abroad.

* * *

Landy and Bride in Canada

George Landy, publicity director for
First National, and his bride, Kathryn
McGuire, are enjoying an extensive wed-
ding tour through Canada. They left,
following their wedding last Sunday, by
automobile for Vancouver, B. C.

* * *

Alfred Hustwick, who was with Para-
mount for eight years as film editor and
title writer, and who resigned last March
because of illness, has returned to the
freelance field, having fully recovered
from a serious operation.

* *

Reverend Neal Dodd, pastor of Hol-
lywood’s motion picture church, while
working on the set of “Baby Mine”
at M-G-M Studios was called upon to
perform a marriage ceremony on the
set for F. Hugh Herbert, M-G-M
scenarist, and Aileen LaV erne Ap-
pleby, secretary to Mr. Herbert. The
wedding march was played by the
studio orchestra and the usual ring
ceremony was used.

* * *

Patsy Ruth Miller, who was taken ill
high up in the Sierra Mountains while
on location with Bob DeLacy directing
“Red Riders of Canada,” has fully re-
covered and returned to the studio last
Wednesday. DeLacy will take the re-
mainder of the exterior shots at Lake
Arrowhead next week.

* * *

Logue in New “U” Agreement

Charles Logue, film supervisor, will not
leave Universal pictures on October 1.
He has entered into a new agreement to
stay with them until the screen story for
“Fallen Angels” is completed. Logue is
now collaborating with Director Edward
Laemrnle on the script.

* * *

The Writers Club staged four playlets
last Friday and Saturday, the first of the
new season. The one-act plays presented
were as follows: “U. S. A.,” by Roland
Bottomley, with Belle Bennett, Claude
King, Marcelle Corday and Lois Moran;
“The Wonderful Son,” a Barrington

Gates play with Zelda Sears, Sidney

Bracy and Jessie Arnold; “Cupboard

WELL, now that the big fight is over
most everyone has gone back to work
to make up for lost time and lost bets.
The breakbeams will be full of fight fans
reurning home with empty purses for a
while.

* * *

I understand big-hearted Tex Rickard
organized relief expeditions after the fight
to find those poor souls lost in the $5 seat
sections.

% sjc

The exicitement isn’t all over, however,
in Hollywood. Tom Mix bet an actor
friend he’d carry him to a swell restaurant
on his back if Dempsey didn’t win. So it
looks as though Tom has some job on his
hands, as the actor weighs close to 200.

* * *

Tack ought to give Tom some of that
$480,000 he got for his 39 minutes work.
’Twould sort of make the walk down
Hollywood boulevard easier.

s}: %

T his Is T errible

Tex Rickard ought to figure out some
way to collect $40 apiece from all the
Lindbergh fans whenever he lands in a
town. He’s playing to awful crowds and
giving the show away.

Hi 5ji ^

Bargains!

I see one film company is going to sell
its films in department stores. You can
get a fairlv good short subject for $2 and
a nice, slightly scratched five-reeler for
$7.50. The wife will probably come home
any day now with a complete show under
her arm.

* * =K

I'll Bet It Was

Bob McGowan, “Our Gang” director,
saw the Tunney-Dempsey bout from the
698th row. He said it was very funny.

Jji * %

Clever Gertrude

Gertrude Astor says she has opened a
drawing account with a dentist.

* * *

Easy Job

The ideal press agent job would be to
publicize Col. Lindbergh. Most any paper
will print something about him and you
wouldn’t have to worry about thinking up
stunts for him to do.

* * *

’Raw for Sid

Sid Grauman was made a captain of
160th Regiment, Home Guards, last week,
so if we have another war we’ll have plenty
of prologues at the front.

* * *

Famous Last Words

“You should have followed up the K.O.
in the 7th, Jack.”

^

Yes, we bet on Dempsey, too.

R. M.

Love,” presenting Lilyan Tashman and
Matt Moore and produced under the
direction of Sidney Olcott, and “Casual-
ties,” a new play by Martin Flavin, pre-
sented with Robt. Ober, Doris Lloyd and
Walter Long.

* * *

Rebuild Boston Post Road

First National studios had to rebuild
Boston Post Road, that famous thor-
oughfare running between New York and
the back bay country for Jack Mulhall’s
new picture, “Man Crazy.” It had to be
rebuilt at the Burbank studios and Jack
may be seen driving a wicked yellow
truck up and down the Road almost
daily for scenes for the picture.

He Feeds Actors;

Moves to Hollywood

(Special to the Herald)

HOLLYWOOD, Sept. 27.— The
Anderson Boarding Supply Com-
pany, official grub and lodging
company of all him studios, has
moved from its quarters in down-
town Los Angeles to Hollywood.
W. L. Anderson, head of the hrm,
has built a large building at
Me Adam and Santa Monica for
offices and warehouse, increasing
his space about 10 times what it
was previously.

October 1, 1927 EXHIBITORS HERALD 25

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of October 1

by

the Camera

First Exhibitors Named to Trade Practice Conference

GLENN A. CROSS, one of the
Michigan choices, has been
president of the State M.P.T.O.
He operates five theatres in
Battle Creek.

FRANK J. REMBUSCH of Indi-
ana operates more than five
theatres and has been state
president. C. R. Metzger is the
other Indiana selection.

C. M. STRINGHAM of Ogden,
Utah, president of the state or-
ganization, will sit in. The other
Utah exhibitor chosen is John J.
Gillette of Tooele.

JAMES C. RITTER of the Riv-
ola theatre at Detroit will be
one of Michigan’s two voting
exhibitors. He also was form-
erly Michigan president.

We hope Louise Brooks won’t have to make use of the
instructions in parachute jumping which are being given
her by H. J. Schoettner, jumper extraordinaire of the
United States Navy. Miss Brooks is just about to go up in
Paramount’s “Now We’re in the Air.”

As the London cabby spends his vacation riding in a cab, so
Colleen Moore (middle) visits another set when she has a
rest. Here she is with Maria Corda (left) of First National’s
“The Private Life of Helen of Troy,” and Alice White, who
also has a role in the production.

26

EXHIBITORS HERALD

October 1, 1927

One of the best things about taking scenes for any production is the rest between
scenes. Mervyn Leroy, young director of “No Place to Go,” goes over the script
with Mary Astor. And, indeed, what other place is there to go when Miss Astor’s
charm is present. This was during the shooting of desert scenes. Sorry we had
to cut the brand new “M. L.” off the megaphone.

They called this the smallest-ever pho-
nograph. We won’t dispute it. Di-
rector Sam Wood is showing Marion
Davies the “prop” for M-G-M’s “The
Fair Coed.”

If Richard Tucker drops that square of sugar it’ll be tough

for Carmel Myers’ gown if the cup is full. Director Tom

Terriss joins in the Boston tea party (“Boston” meaning
half tea, half water) between scenes of Gotham’s “The Girl
from Rio.”

“And make it snappy!” That might be what Babe Ruth
might be telling Harold Lloyd here. The point is, how-
ever, that Harold Lloyd has signed the Behemoth of Swat-
tery to play a role in the Paramount comedian’s latest
feature.

Orchard Street in New York’s unparalleled Ghetto, where curbstone merchants’ wares are so profuse as almost to crowd out
humans, is photographed “as is” for scenes of Warner Brothers’ “The Jazz Singer,” starring Al Jolson. The picture has

been completed and Jolson celebrated by attending the Tunney-Dempsey festivities or rites, if you picked the loser in

Chicago. The singing blackface comedian came from the West with a part of the Hollywood contingent to the fisticuffs of
the heavyweights.

October 1, 1927

EXHIBITORS HERALD

27

Alice Adair, chosen for the role of
Aphrodite in First National’s “The
Private Life of Helen of Troy,” is
congratulated by James R. Quirk of
Photoplay.

With Chicago packed with studio folk and the “Battle of the Century” only a
few hours away as this is written, we simply had to have some gore on these
pages. Mickey (himself) McGuire wins the belt with the belt depicted herewith
in the fourth of the comedy series for F B O. “Mickey’s Fight” is the title. And
o-o-o-o-h, how tough that Mickey (himself) is!

“Three little kittens had lost their mittens,” but they don’t
care because they get a glad hand from Barbara Worth,
Universal featured player. Of course, if those claws were
older the tabbyettes wouldn’t be “on location,” as in this
case.

Monte Blue of Warner Brothers plays host to Big Bill Thomp-
son, mayor of Chicago, at Los Angeles on his flood preven-
tion tour. Here are, left to right, Monte Blue, William Hale
Thompson, A1 Jolson and George E. Cryer, mayor of Los
Angeles.

Expert marksmen these. They don’t shoot to “kill” but rather to get the most possible out of a scene. The initiation ban-
quet of the American Society of Cinematographers brought together a decidedly representative group of motion picture cam-
eramen at the Chamber of Commerce Auditorium in Los Angeles. The 130 cameramen who had recently joined the
organization were honor guests at the dinner. Daniel B. Clark, president of the A. S. C., presided over the initiation pro-
ceedings and did a good job of it.

28

EXHIBITORS HERALD

October 1, 1927

The little lady on the left is one of the mourners over Jack Dempsey’s failure to
win back the heavyweight championship. She is Ann Seeman Marin, 5-year-old
daughter of Ned Marin, First National production executive. Ann and her little
friend were photographed cavorting on the beach at Santa Monica, Cal., with
Dempsey before he left for Chicago for the bout.

N.Y.SeesNews Reels’FightFilm;
Rails at U. S. Shipment Halter

Lichtmon Calls Meeting of Motion Picture Club — Site for Home Con-
sidered— McGuirk Insured for Million
By JOHN S. SPARGO

NEW YORK, Sept. 27. — Everybody and his brother deserted the film
district here for the big fight, and everybody in the news reel busi-
ness and his cameramen stole the fight pictures. Despite all pre-
cautions on the part of Tex Rickard and the Goodart Pictures, Inc., which
latter had the “exclusive” rights to the fight pictures, the only news reel to
miss out on the “stealing” was the Fox News, which didn’t want ’em any-
way so didn’t go after ’em.

NEWS REELS arriving here on Fri-
day contained all that the silly In-
terstate commerce law permits being
taken from one state to another, and a
lot that is not permitted.

One news reel company, the name of
which is ommitted for obvious reasons,
about noon Friday projected the entire
seventh round for the edification of its
officials and a favored few invited
friends. Of course the news reels, as
presented in the theatres, showed only
the fight pictures “as far as permitted by
federal law.”

This does not permit of showing blows
being struck by the fighters, but appar-
ently does not apply to a picture of
Tunney on the floor in that almost fatal
seventh, with the referee counting over
him.

And by the way, these pictures should
settle in the minds of all except Man-
ager Leo Flynn the fact that Tunney
at no time was in danger of being
counted out. While the count is going
on, the pictures show Tunney was on
his knee, one hand on the middle rope,
ready to bound to his feet and get into
action at any time he pleased. That he
took all the time allowed and got to his
feet at the count of nine shows his clear
headedness, and the way he fought after
getting into action again further demon-
strates this.

Whether he was on the floor nine or
fourteen seconds doesn’t make any dif-
ference at all according to the pictures,
which show that the Dempsey claim of
Tunney being knocked out is a lot of
Leo Flynn bunk.

And those knowing the redoubtable
Leo know that he is always there with
an alibi. There never was a Flynn fight
lost from the Flynn viewpoint, with the
possible exception of one, and here’s
how on that:

A number of years ago the writer of
this was a sporting editor devoting most
of his effort to boxing matters. Flynn
had been on a long Western barnstorm-
ing trip with a fighter named Kid Al-
berts. On his return Leo dropped into
the sporting department for a chat.

“How did you do on your Western
trip?” he was asked.

“Pretty well,” replied Leo. “We had
nine fights on the trip. We win eight
and he loses one.”

* * *

Liehtman Calls Club Meeting

A meeting of the organizers and char-
ter members of the Motion Picture Club
of New York has been called for tomor-
row evening by its temporary president,
A1 Liehtman. It is expected that con-
sideration will be given to the selection
of a home for the club. The commit-
tee having the hunt for a site in charge
has several propositions to lay before
the main body.

It is unlikely that a site will be se-
lected at this meeting as the matter must
necessarily be held in abeyance until the
club’s charter is issued and permanent
organization effected. It is hoped that
the charter will arrive from Albany in
time for the meeting tomorrow night.
Another matter that will likely be settled
tomorrow night is the matter of closing
the time for charter memberships.

One of the sites under consideration
by the committee, and which will be
among those to be considered at the
meeting, is is the Bond Building, at 46th
and Broadway. There the committee
has found an entire floor available which
could be converted almost ideally for
club purposes. With this is a proposi-
tion for the serving of meals in the
club rooms by the Twin Oaks restaurant,
located in the same building.

* * *

McGuirk Insured for Million

John J. McGuirk, president of the

Stanley Company of America and until
recently president of First National Pic-
tures, Inc., last week joined the ranks
of heavily insured business executives
when the Stanley company placed

$1,000,000 insurance on his life.

* * *

Educational Pictures, Inc., organized
Feb. 14, 1927, reports net earnings from
such date to the close of its fiscal year,
June 30, 1927, of $270,117 available for
dividends. Combined net earnings, avail-
able for dividends, of the businesses ac-
quired by the company at organization
for the year ending June 30, 1927, were
$735,737 after deducting minority inter-
ests, compared with $748,183 for the pre-
vious fiscal year.

E. W. Hammons, president of the
company, reports current business as
being very satisfactory.

* * *

A. Pam Blumenthal, president of the
Stanley Advertising Company, Indus-
trial Division of the Stanley Company
of America, has just returned from a
three-months trip in Europe, observing
business and film conditions for 1928.

As a result of his negotations, the
company is contemplating a tieup with
a French company, in the very near
future, which will spread the American
type of romance-in-industry films all
over Europe.

During the last twelve months, the
Stanley Advertising Company, reports
Mr. Blumenthal, has produced and dis-
tributed 22 complete industrial films,
from one to five reels in length for some
of the largest industries in America.

* * *

Fred Quimbv, short subject salesman-
ager for Metro-Goldwyn-Mayer, who
has been making a tour of exchange
centers throughout the Middle-Western
states, is expected back in New York
this week.

5k * *

Better Business Luncheon

In connection with the annual confer-
ence now in session here, participated
in by the managers of the forty-three
Better Business Bureaus of the coun-
try, an informal luncheon was tendered
to the bureau managers at the Prince-
ton Club last Tuesday by J. Homer
Platten, treasurer of the M. P. P. D. A.,
by way of indicating the appreciation of
the motion picture industry for the co-
operation being given by the bureaus in
protecting the good will of exhibitors,
producers and distributors by preventing
fraud and untruthful advertising.

Edward L. Greene, general manager
of the National Better Business Bureau
of New York City, speaking for those
present at the luncheon, expressed their
satisfaction with the helpful attitude of
the organized motion picture industry in
the fraud prevention work which is a
major problem in all other large indus-
tries and pledged the fullest assistance
of the various bureaus along these lines.
* * *

John Stapleton, manager of distribu-
tion for the Sentry Safety Control Cor-
poration, returned to his offices at 1560
Broadway this week after a period of
convalescence at Polyclinic Hospital.

October 1, 1927

EXHIBITORS HERALD

29

Edyth Totten Theatre Opens
As Picture House; New Policy

Popular Stage Actress Devotes “Perfect Playhouse” in New
York to Films — Vilma Banky’s Last French
Production Makes U. S. Bow

(Special to the Herald)

NEW YORK, Sept. 27. — The Edyth Totten theatre, on West Forty-
eighth street, opened as a picture theatre last week with the first showing
in America of the last picture made by the present Hollywood star, Vilma
Banky, when she was still a French favorite. It is said that it was this
picture — “The Lady From Paris” — that served her so .well that it brought
her a flattering offer from the United States which she accepted, to her
subsequent satisfaction and that of her employers and screen admirers.

Cozy, Delightful Playhouse

The Edyth Totten theatre is a cozy and delightful little playhouse with
a seating capacity of 299. It was opened last season for the first time, and
it is claimed by Edyth Totten, through whose efforts it was built, to be
the most perfect playhouse in the United States.

Chicago Theatres
Happy at Close of
Daylight Saving

When daylight saving time came to
an end in Chicago Sunday, Chicago the-
atre people breathed a sigh of relief.
Although the extra hour of daylight is
popular with a majority of Chicago citi-
zens, it enjoys no love from theatres.
For some reason it is hard to get people
to go to theatres before dark, and the
extra hour allows people to get out in
the open which they do rather than go
to theatres.

FB O Photographs
Paris Convention
For Use in Film

(Special to the Herald)

NEW YORK, Sept. 27.— To get shots
for the picture, “A Legionnaire in Paris,”
F B O rushed a corps of cameramen to
Paris on the Leviathan. Cameramen
were stationed along the entire line of
march and shots of all important digni-
taries were obtained.

The story was written by Louis
Sarecky and is being directed by Arvid
Gilstrom. A1 Cooke and Kit Guard will
enact the leading roles in the picture.
A large amount of exploitation is being
planned for the picture.

( Special to the Herald)

NEW YORK, Sept. 27. — A seaplane
Sunday night aided in bringing to Broad-
way theatres the first motion pictures of
the American Legion parade in Paris
last Monday. The films were trans-
ferred to the plane from the Liner Levi-
athan when the latter was 100 miles out
from the American shore.

City Attorney Closes
1 Theatre , Another9 s
Balcony ; Fire Hazards

(Special to the Herald)

MADISON, WIS., Sept. 27.— A legal
battle is anticipated as the result of the
closing of the Madison theatre and the
balcony of the Majestic theatre, Sat., Sept.
17, by City Attorney Frank Jenks at the
request of Building Commissioner Gordon
FT. Nelson. Both theatres are operated by
Fischer Theatres, Inc., and according to
the building commissioner, the exits of the
theatres are not built according to city and
state laws.

Tiffany Completes 3

Pictures for 1927-28

( Special to the Herald )

NEW YORK, Sept. 2 7.- — Tiffany Produc-
tions has announced the completion of three
of the 24 feature pictures to be delivered
by the company this season. The first is
‘‘The Girl From Gay Paree,” and the other
two are “Women’s Wear” and “Once and
Forever,” starring Patsy Ruth Miller.

Columbia Appoints

Kelly as Manager

( Special to the Herald )

LOS ANGELES, Sept. 27. — Columbia
Film Exchanges, Inc., recently formed dis-
tributing organization of Columbia Pictures
for the Pacific Coast, has announced the
appointment of William B. Kelly as branch
manager at Seattle.

Its acoustic qualities, particularly, are
said to be as nearly perfect as can be,
and that fact instilled the first idea of
making a feature of the music program
which, just now, consists of a recently
installed Kilgen theatre organ, a replica
of one that was recently placed in the
chapel to St. Patrick’s Cathedral, and
“Eppy” is the genius who was for so
long a time the brilliant organist at the
Rivoli theatre.

Was Standby of Frohman

Edyth Totten, after whom the little
theatre is named, is better known on the
dramatic stage, and in New York club
life, than she is in pictures, but this
handicap will soon be remedied. Miss
Totten was a wellknown and popular
actress for many years, having been a
standby of the late Charles Frohman.
She was usually found in the plays pro-
duced by that fine theatrical manager.
Then Miss Totten became a playwright
herself, and unlike so many playwrights
her plays were successfully and profit-
ably produced.

A few years ago she became active in
club affairs in New York, particularly
women’s club affairs. She was president
of the New Yorkers, and a few years ago
organized, launched and since has di-
rected chiefly the policy of Drama-
Comedy, a club of women interested in
music and the drama which numbers
more than 5,000 members in and about
New York.

Organizes Theatre Parties

Miss Totten plans the social affairs,
arranges and directs the programs, and
organizes the large theatre parties that
regularly visit the most successful plays
in and about Broadway. So keenly in-
terested are the members of this active
club in theatrical affairs, that they fell
in with Miss Totten’s own ideas about
erecting a theatre where good plays

might be produced. Everything was set
for this promotion, and the theatre be-
came a reality.

The cornerstone was laid less than
two years ago. An Episcopal minister,
a Catholic priest and a Jewish rabbi
officiated, and when the theatre was
completed — it represented an investment
of more than $400,000 — it was pro-
nounced perfect in every respect save
one — with a membership of 5,000 it was
not easy to fit them into a 299-seat
theatre. ^

Got Ideas Overseas

However, it was a recent visit of Miss
Totten to London, Paris, Berlin and
other Continental cities that brought
about the change in policy of the theatre
from a dramatic to a motion picture
house. Miss Totten saw beautiful films
in the European vaults, films that ought
to be seen.

She learned that they were not “com-
mercial,” which probably was intended
to mean that they did not represent that
class of film that could be widely ex-
ploited. But Miss Totten argued, why
deny it to those to whom it would ap-
peal? There was no answer, and then
and there was born the determination
to answer it herself. She returned to
New York less than four weeks ago,
arranged to cancel the dramatic book-
ings of her house and started a day and
night shift to readjust the theatre to
its new policy.

To Pick Best European Films

Miss Totten has appointed a special
representative to view and select the
best European films suited to this the-
atre. The first film chosen was rather
in compliment to Vilma Banky than
otherwise, but she assures us that from
this time on she will be able to exhibit
the best that is made in Europe, with
some notable re-views of American
classics.

Motion Pictures to Teach Surgery,

Medicine Are Now Reality, Says Hays

(Special to the Herald)

NEW YORK, Sept. 27. — Motion pictures to teach surgery and medicine
have become a reality, according to an announcement made today by Will
H. Hayes, president of the Motion Picture Producers and Distributors of
America, Inc. The first two of an extensive series that is being produced
by the Eastman Kodak Company for the American College of Surgeons will
be shown at the annual meeting of that body in Detroit, October 3 to 7,
inclusive.

This series of pictures will be made available, through sale or rental, for
doctors, hospitals and nurses throughout the world. Surgeons in out of the
way localities may rent pictures showing operations of masters.

30

EXHIBITORS HERALD

October 1, 1927

Exhibitors Herald Production

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

Directory

A Valuable Resume of Production Activities

C]J Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

California Studio

STORY DIRECTOR CHIEF BRAND STARTING

. PLAYERS NAME DATE

“Hollywood Frank Mattison Ben Turpin Sanford Prods. Sept. 20

Dressmaker”

“The Ghost Ben Cohen All Star Bud Barsky Sept. 22

Ship”

Charles Chaplin Studio

“The Circus” Harry Crocker Charles Chaplin United Artists Jan. 1926

Merna Kennedy

Columbia Pictures Corporation

“The Tigress” Geo. B. Seitz Jack Holt “Perfect 30” Sept. 16

Dorothy Revier

De Mille Studio

“Chicago” Frank Urson Phyllis Haver Sept. 20

Victor Varconi

“My Friend E. Mason Franklin Pang-

From India” Hopper born Sept. 6

“The Leopard Rupert Julian All Star Sept. 14

Lady”

F B 0 Studio

“Her Summer

James Dugan

Hugh Trevor “Master Show-

Sept. 16

Hero”

Duane man Special”

Thompson

“Red Riders of

Robt. DeLacy

Patsy R. Miller “Master Show-

Sept. 12

Canada”

Chai?. Byer man Special”

“Coney Island”

Ralph Ince

Lois Wilson Gold Bond

Lucile Mendez

Rudolph

Sept. 10

Cameron

“The Rene-
gade”

Wallace Fox

Bob Steele Western

Dorothy

Sept. 15

Kitchen

“Freckles”

J. Leo Meehan

Johnny Fox Gold Bond

Jean Stratton

Hobart

Sept. 19

Bosworth

“Swift

Jerome Storme

“Ranger”

Sept. 19

Shadow”
“When the

Frank How-

Tom Tyler Western

Sept. 20

Law Rides”

ard Clark

Fine

Arts Studio

“Heroes in

Duke Worne

John Bowers

Sept. 19

Blue”

Joe Brown

Sally Rand

Ken Maynard

Sept. 15

First National Studio

“Ain’t She

Marshall

Colleen Moore

Sept. 13

Sweet?”

Neilan

Larry Kent

“The Private

A. Korda

Maria Corda

Aug. 5

Life of Helen

Lewis Stone

of Troy”

Ricardo Cortez

“The Valley of

Charles Brabin

Milton Sills

Aug. 23

the Giants”

Doris Kenyon

“Shepherd of

A1 Rogell

Alec Francis

Aug. 23

the Hills”

Mollie O’Day

John Boles

“Louisiana”

Geo.

Billie Dove

Aug. 29

Fitzmaurice

“The Gorilla”

A1 Santell

Charles Murray

Fred Kelcy

Aug. 16

“A Texas

Richd. Wallace

Will Rogers

Aug. 22

Steer”

Louise Fazenda

Ann Rork

F ox Studio

“Come to My

A1 Green

Olive Borden

Sept. 19

House”

“Balaoo”

Richard Rosson

Edmund Lowe

Leila Hyams

Sept. 15

“Grandma

Bernle

Learns Her

John Ford

James Hall

Margaret Mann

Earle Fox

July 30

Letters”

“Wolf Fangs”

Lou Seiler

“Thunder”

Charles Morton

Caryl Lincoln

Aug. 15

“Ladies Must

Dress”

Herrman

Virginia Valli

Hal Cooley

Lawrence Gray-

Aug. 31

“Wildcat Law”

Gene Ford

Tom Mix

Sept. 6

Buster Keaton Studio

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

Steamboat Chas. Riesner Buster Keaton United Artists July 15

Bill, Jr.”

Metro-Goldwyn-Mayer Studio

“West Point” Ed Sedgwick Wm. Haines Aug. 6

Joan Crawford

Ijj. Old John Stahl James Murray July 28

..„ rntuc!ty” Helene Costello

“Baby Mine” Lew Lipton Geo. K. Arthur Aug. 12

Karl Dane
Louise Lorraine
Charlotte
Greenwood

“Dog of War” Stewart Paton Marceline Day Sept. 15

Ralph Forbes
Bert Roach

Untitled Harry Ramon Novarro Sept. 14

Beaumont Renee Adoree

Metropolitan Studio

“The Terrible Spencer Allene Ray Pathe Serial Sept. 12

People” Bennett Walter Miller

Paramount Famous Lasky Corporation

“You Will

Dorothy Arnzer Clara Bow Paramount

Sept. 19

Marry Me”
“The Side

John Water

W. C. Fields Paramount

Sept. 6

Show”

Chester

Conklin

“The Gay

Gregory

Richard Dix Paramount

Sept. 3

Defender”

La Cava

“Serenade”

Harry D’Arrast Adolph Meniou Paramount

Sept. 13

“Gentlemen

Mai St. Clair

Ruth Taylor Paramount

Sept. 14

Prefer

Holmes Herbert

Blondes”

Wm. Austin

Ford Sterling

Tec- Art Studio

Ramona”

Edwin Carewe Delores United Artists

Del Rio

Sept. 3

United Artists

“Sadie Raoul Walsh Gloria Swanson United Artists June 29

Thompson”

“The Garden Lewis Corinne Griffith United Artists Aug. 15

of Eden” Milestone

“Drums of D. W. Griffith Mary Philbin United Artists Sept. 12

Love” Lionel

Barrymore
Don Alvarado

Universal Pictures Corporation

“Use Your Fred Newmeyer Reginald Denny Universal Jewel Sept. 6
Feet”

‘The Cohens
and Kellys
in Paris”

Wm. Beaudine

George Sidney
J. Farrell
MacDonald
Kate Price

Vera Lewis

Universal

Jewel

Sept. 13

Western

Suffragette”

Reaves Eason

Hoot Gibson

Universal

Jewel

Sept. 9

The

Symphony”

F. Harmon
Weight

Jean Hersholt
George Lewis
Marian Nixon

Universal

Jewel

Aug. 22

Warner

Brothers Studio

‘Good Time

Michael Curtiz

Helene Costello

Sept. 6

Charley”

Warner Oland

The Silver

Howard

Irene Rich

Sept. 8

Slave”

Bretherton

‘The Come-

Lloyd Bacon

Monte Blue

Sept. 19

back”

Betty Bronson

October 1, 1927

EXHIBITORS HERALD

31

News Reels
And The
Fight

Thursday was a big day for
the news reels, with the Demp-
sey-Tunney fight at Soldier
Field, Chicago. Once more the
news reel came into its own in
covering an outstanding event
of public interest in a year
which has presented the pro-
ducing companies more oppor-
tunities than probably any year
since the World War.

Not least important in the
role of the motion picture cam-
era at the championship bout
was the picturing of the event-
ful seventh round in which the
champion Tunney was floored
by the challenger. While the
fact of the “long count,” caused
by Dempsey’s failure to go at
once to a neutral corner, was
generally admitted, fight ex-
perts also went to the pictures
to test from the screen the
strength of Tunney’s assertion
that he could have arisen at the
fourth or fifth count regardless
of the extra time allotted him
and variously given as three to
five seconds over the official
ten-count.

And both sides of the con-
troversy found ground for sup-
port of their arguments from
the motion pictures, according
to the writers in the daily
newspapers.

While the Goodart company
had exclusive rights to the
filming of the fight complete,
news reel companies showed
parts of the bout, as well as
shots of the throng, to huge
crowds at the theatres.

Regardless of individual in-
terpretation of the fight and the
pictures, the fact remains that
the news reel made the most
of its latest opportunity.

South’s Exhibitors Pay Little
Heed to Value of Accessories

(In view of the recent discussion of Short Feature accessories in this
department of the “Herald” the following from the “ Herald" ’ corre-
spondent at Houston, Texas, is both timely and important. If the con-
dition reported holds true throughout the South, there is ground for the
complaint of Hal Hodes of Universal ( see Page 32 of the issue of
September 17) that exhibitors have only themselves to blame if they
do not reap the greatest possible harvest from their Short Features.)

HOUSTON, Sept. 27. — -Although the Short Feature of the motion
picture program is considered a necessary element as a unit of entertain-
ment in the majority of the theatres in the South, very little, and some-
times no, attention is paid to accessories on this requisite.

Limited to One-Sheet or Panel

The extent of advertising of the short subject is usually limited to a
one-sheet or panel in the lobby of the theatre, and occasional and spas-

modic mention in ads. Very seldom is
three-sheets, newspaper corner blocks,

Probably the greatest play that the
one and two-reel production gets is in
the newsaper advertising of the larger
theatres. A small box will announce that
there is to be shown a news reel, a two-
reel comedy, a scenic, a novelty reel, a
cartoon, or some such added entertain-
ment feature. In rare instances, some
outstanding short features gets special
mention in the ads, with one-sheets and
cards used in the lobby, together with
news stories.

Comer Blocks Ignored

Corner blocks in newspaper ads for
comedies are almost useless as far as
advertising in the South goes. If the
advertising man wants to play up his
Short Feature he will not insert in his
ad a cut of art work, but will use type,
so his major attraction will not be lost
through extra display of the other.

As a whole, the producers are wasting
money in putting out Short Feature
accessories to any great extent for dis-
tribution in this part of the country, the
survey indicates. Although the necessity
of shorts is realized, the manager or
owner also believes that he is not de-
riving an ample return from that feature
alone to warrant an additional expendi-
ture for a long list of accessories.

Pathe Circus Given
At Madrid, Kansas City

A Pathe All-Comedy Circus with
tivelve reels of comedy was staged re-
cently at the Madrid theatre in Kan-
sas City, Manager Tourney basing his
entire campaign on ideas from the
Pathe All-Comedy Circus Book.

The pictures on the bill were “Atta
Boy,” starring Monty Banks; “Never
Weaken” with Harold Lloyd;
“Hubby’s Quiet Little Game,” a Mack
Sennett comedy and an Aesop’s Film
Fable.

there the occasion of seeing banners,
and the like on Short Features.

The South is not behind the times in
advertising Short Features — it is merely
safeguarding the dollars, and using them
in exploiting the major attraction of the
bill. To the majority of patrons in the
South, shorts are likened to relish, salad
and dessert to a good meal — necessary,
but not worthy of consideration alone.

Shorts are continually growing in popu-
larity, but it is a natural sequence of good
product, and not of advertising to any
great extent.

Hal Roach Shoots
Polo International
For Use on Coast

Hal Roach, producer of Hal Roach comei-
dies for Metro-Goldwyn-Mayer and wisi?
known polo player, combined his love for
the game with his profession of motion
picture producer at the recent Interna-
tional polo matches held at Meadow Brook,
Long Island. He photographed for his
own pleasure the two International matches
in which the American team defeated the
British and so retained possession of the
famous trophy.

Mr. Roach shot about 7,000 feet of
negative for the first of the two matches
and very nearly the same footage in re-
cording the second and final match. Mr.
Roach will take the films with him when
he returns to the Coast where he will screen
the pictures for the famous team of the
Midwick Country Club and also for the
Uplifters, of which teams Mr. Roach is a
member. In addition to the great enter-
tainment value of the pictures of the color-
ful matches, Mr. Roach states that the
Coast teams will make a careful analysis
of the team play of each outfit with the
idea of “combining the best features of
both.”

32

EXHIBITORS HERALD

October 1, 1927

M-G-M News played host to the American Legionnaires, dur-
ing their convention in Paris last week, with bus trips to
leading points of interest, in and about town.

Edward Gatlin, International Newsreel representative in
Paris, saw to it that the Legionnaires “saw” the French
capital. Universal distributes International.

NEWSPICTURES

KINOGRAMS NO. 5327 — Frances Grayson at Cur-
tiss Field, N. Y., tests giant amphibian airplane

for ocean hop American polo team at West-

hury, N. Y., receives cup for defeating British

team Prize race horses at fair at Mineola, N. Y.y

show great speed.

KINOGRAMS NO. 5323 Forty airplanes hop off

from CurtisS Field. N. Y., in cross-American derby

Army of workmen get arena ready in Chicago

for Dempsey-Tunney combat— Forty thousand
spectators at Belmont Park, N. Y., see America’s
biggest horse race meet.

INTERNATIONAL NEWSREEL NO. 76 — Planes carry

tourists over Mt. Wilson. Cal., to see scenery

Coast Guardsmen at Fort Lauderdale. Fla., war

on alien smuggling Anti-aircraft guns at Fori

Tilden, L. I., N. Y., roar in impressive night test
of Uncle Sam’s defenses.

FOX NEWS NO. 103 Fifty planes take off from

Roosevelt field, N. Y., in transcontinental air
derby Mrs. Delphine Cromwell captures Presi-

dent's Cup boat race on Potomac river -Forty
thousand see Futurity horse race at Belmont
Park, N. Y.

INTERNATIONAL NEWSREEL NO. 77 — Mrs. Del-
phine Dodge Cromwell wins President’s Cup boat
race on Potomac river — -Planes hop off from
Roosevelt Field, L. I., N. Y., in cross country

derby Forty thousand at Belmont Park, N. Y.,

cheer as Anita Peabody, race horse, wins futu-
ity race.

M-G-M NEWS NO. 1 0— Anti-aircraft guns at

Rockaway Point, N. Y., are given night tests

Cowboys at Ellensburg, Wash., try their riding

skill on buffalo Pictorial high-lights from

fighting careers of Dempsey and Tunney.

M-G-M NEWS NO. 11 New York fire fighters give

thrilling practice President and Mrs. Coolidge

witness President’s Cup boat race on Poomac

river Twenty-five planes take off from Roo e-

velt Field, L. I., N. Y., in cross country air
derby.

PARAMOUNT NEWS NO. 15 Civil war veterans

gather at Grand Rapids, Mich., for annual con-
vention—Frances Grayson tests giant amphibian
plane at Curtiss Field, L. I., N. Y., for ocean

hop French liner at New York tests new life

boats.

PARAMOUNT NEWS NO. 16 — General Obregon at
Mexico City announces himself candidate for

President of Mexico Planes take off from

Curtiss Field. L. I., N. Y.. for transcontinental

ir derby Forty thousand fans at Belmont

ark, N. Y., go wild as Anita Peabody, sp edy
fi”v, takes S100.000 futurity stakes.

S. h 17 d it ion of
Paramount News
Makes Its Bow

( Special to the Herald )

DALLAS, Sept. 27. — The Southwest Edi-
tion of Paramount News is making its
debut on motion picture screens this week,
with the studio established last week in
this city. The head of Paramount News
projection in the South, Fred Brockelman,
a veteran news man, will be in charge of
filming in this section of the country.
Laboratories, editorial rooms and all the
necessary equipment has been installed in
Dallas, with competent facilities to care
for the rush of ambitious News repre-
sentatives all over this section of the
country.

Cleveland Library Sets

Mark in Cooperation

in Exploiting Screen

( Continued, from page 18)

bilities,” that is, films with which co-opera-
tion will be carried on provided the films
themselves come up to a required standard
and show sufficiently numerous and impor-
tant book connections.

Urge Right Kind of Stills

To sum up — what the producers can do
toward furthering library-film co-operation
is to make as many as possible of the kind
of stills the libraries use. Another very
important thing they could do would be to
co-operate with each other and with the
American Library Association and with the
Hays organization in order to work out
a plan whereby a subtitle devoted to the
books connecting with it would be incor-
porated with the film when it is made.

What the exhibitor can do to help along
the bringing together of films and books
is to book the films suitable for library co-
operation, to get stills and press books to
librarians well in advance of showings, to
get from these librarians suitable “copy”
for lobby signs and screen slides.

Exhibits Ahead of Screenings

What the libraries can and should do in
fairness to the exhibitor, if they co-operate
at all, is to place exhibits and displays well
in advance of showing so that the theatre
may get its share of the benefit that results
from these. The library’s reactions come
after the showing of the film as well as
before, but once this showing is a thing of
the past, the exhibitor can get no more
business from co-operation with this par-
ticular film.

Library co-operation with short subjects
is a field promising but as yet wholly un-
developed. The advantage of this form of
co-operation and the difficulties in the way
of effecting it are a subject in themselves,
but at this time the publicity representative
of the Cleveland public library will be glad
to get in touch with producers, distributors
and others interested in library co-opera-
tion with short subjects.

Dickey-Pathe Expedition

Arrives at Para , Brazil

The Dickey-Pathe Expedition, which is
on its way to the upper reaches of the Rio
Negro in the interior of Brazil, has ar-
rived safely at Para according to a wire-
less message received by S. Barret Mc-
Cormick, editor of the Pathe Review.

Harold Noice of the Pathe Review cam-
era staff is accompanying the expedition as
official cinematographer representing Pathe
News and Pathe Review. Para is in a
direct line with the route selected by Paul
Redfern, missing aviator.

RELEASES

WEEK OF OCTOBER 2

“Felix the Cat,’’ Bijou Films, Educational, one;
“She’s a Boy,’* Juvenile, Educational, two ;
“Argentina,*’ Varieties, Fox, one ; “Her Blue Black
Eyes,** Imperial, Fox, two; “The Beloved Rouge,”
No. 10, FBO, two; “Micky’s Pals,” No. 2,
“Mickey McGuire,” FBO, two; “Hawk of the
Hills,” No. 6, Pathe, two; “The River of Doubt,”
Fables, Pathe, two-thirds; “A Gold Digger of
Weepah,” Mack Sennett, Pathe, two; “Outwitting,
Time,” Grantland, Pathe, one; “Pathe Review,”
No. 40, Pathe, one; “Topics of the Day,” No.
40, Timely Films, Pathe. one-third ; “Blake of'
Scotland Yard,” No. 8; Junior Jewels, Universal,
two ; “Society Breaks,” Stern, Universal, two ;
“Newlywed’s Surprise,” Junior Jewels, Universal,
two ; “The Mechanical Cow,” Oswald, Universal,
two ; “On Special Duty,” Mustang, LIniversal,
two; “Oh Money,” Adams, Paramount, two;
“Aero Nuts,” Krazy Kat, Paramount, one.

WEEK OF OCTOBER 9

“Eats for Two,” Cameo, Educational, one; “Kil-
ties,” Devore, Educational, two ; “New Faces for
Old,” No. 11, FBO, two; “Tanks of the Wa-
bash,” No. 2, Standard, FBO, two; “Fantasy,”
Paramount, two; “Koko Chops Suey,” Inkwe 1,
Paramount, one; “Hawk of the Hills,” No. 7,
Pathe, two; “All Bull and a Yard Wide,” Fables,
Pathe, two-thirds; “Now I’ll Tell One,” Roach,
Pathe, two; “Topics of the Day,” No. 41, Timely
Films, Pathe, one-third; “Pathe Review,” No. 41,
Pathe, one; “Dazzling Coeds,” Collegians, Uni-
versal, two; “Blake of Scotland Yard,” No. 9,
Junior Jewels, Universal, two ; “Buster’s Home
Life,” Stern, Universal, two ; “The Dangerous
Double,” Mustang, LIniversal, two.

WEEK OF OCTOBER 16
“Seeing Stars,” Mermaid, Educational, two; “Felix
the Cat in No Fuelin,” Bijou Films, Educational,
one; “Here and There in Travel-Land,” Howe’s
Hodge Podge, Educational, one; “Nor. hern Alaska
Today,” Varieties, Fox, one; “She Troupes to
Conquer,” No. 12, FBO, two; “Wedding Wows,”
Vernon, Paramount, two; “Uncle Tom's Ca-
boose,” Krazy Kat, Paramount, one; “Hawk of
the Hills,” No. 8, Pathe, two; “Lindy’s Cat,”
Fables, Pathe, two-thirds; “Smith's Cook,” Sen-
nett, Pathe, two ; “Their Second Honeymoon,”
Gaiety, Pathe, two; “Up the Ladder,” Grant-
lind, Pathe, one; “Pathe Review,” No. 42,
Pathe, one; “Topics of the Day,” No. 42,
Timely Films, Pathe, one-third; “Blake of Scot-
land Yard,” No. 10, Junior Jewels, Universal,
two; “All for Uncle,” Stern, Universal, two;
“South of the Northern Lights,” Mustang, Uni-
versal, two.

WEEK OF OCTOBER 23
“Burning Timber,” Rough Country, Outdoor, Edu-
cational, one; “Shooting Wild,” Cameo, Educa-
tional, one; “The Stunt Man,” Semon, Educa-
tional, two; “Capt. Kidd's Kittens,” Animal, Fox,
two ; “H awk of the Hills,” No. 9, Pathe, two;
“The Big Tent,” Fables, Pathe, two-thirds;
“Should Second Husbands Come First?” Roach,
Pathe, two; “Daddy Boy,” Sennett, Pathe, two;
“From Soup to Nuts,” Record Pictures, Pathe,
one; “Pathe Review,” No. 43, Timely Films,
Pathe, one-third ; “The Fighting Finish,” Col-
legians, Universal, two; “Blake of Scotland
Yard,” No. 11, Junior Jewels, Universal, two;
“Picking on George,” Stern, Universal, two.

WEEK OF OCTOBER 30
“New Wrinkles,” Hamilton, Educational, two;
“Felix the Cat in Daze and Knights,” Bijou,
Educational, one; “For Men Only,” Curiosities,
Educational, one; “The Romantic Alhambra,”
Varieties, Fox, one; “Blake of Scotland Yard,”
No. 12, Junior Jewels, Universal, two.

Paramount News Adds

Wallen to N. Y . Staff

Paramount News has added Carl Wallen
to the New York staff, making the total
twenty-one cameramen for that section.

October 1, 1927

EXHIBITORS HERALD

33

FRESENTMQN ACTS

Chicago Adopts Stagehand Policy

STAGE SHOWS

Chicago Harding

Week Ending September 25

The first attempt here in the way of a minia-
ture musical comedy bandshow was offered this
week with “On the Bowery,” featuring Mark
Fisher, with a cast headed by Maxine Hamilton,
Charles Gregory and others. Myrtle Volstead,
Miss Chicago of 1927, was also an added attrac-
tion this week. The bandshow carried a plot all
the way through which was rather unique and
proved that that is the sort of entertainment the
audiences now desire. It ran as follows :

Opening: In street scene to represent the Bow-
ery side of New York, with the saloon and other
famous landmarks. The band boys, all dressed
in typical Bowery sweaters and derbies, assisted
by the Gould Girls in similar costumes, singing
“East Side, West Side” as Mark Fisher makes his
entrance in typical "Chuck Conors’ ” pearl-button
outfit, who, after a few minutes of talk, goes into
a chorus of “Down by the Winegar Woike.” Mark
also does a little scene here with the girls in
typical musical comedy style, carrying a plot
throughout the routine as the boys go into a band
arrangement of same.

The first specialty was offered by Ruth Brough-
ton, who played “Sally of the Alley.” This was
followed by a classical arrangement of a medley
of “Bowery tunes,” something different, and one
that proved to this audience that some jazz bands
can also play classical tunes. The audience
seemed to like the idea and the arrangement credit
goes to Billy Mills.

Next was Charles Gregory, the bartender, who
abstracts melodies from rubber gloves, saws,
rubber tubes and so forth. This chap was re-
ported before and as usual proved a very big hit.
He is a decided novelty and can play popular
tunes as they should be played regardless of
what hardware instruments he uses. He again
stopped the show.

He was followed by Maxine Hamilton, that little
bundle of personality, who gets your eye right off
the bat. Maxine offered “Sing Me a Baby Song”
first in vocal and then with an eccentric musical
comedy dance, which also stopped the show.

A band arrangement of “Some Day You’ll Say
Okay” followed with Mark Fisher singing the
chorus, assisted by some clowning by the boys.

A trio was next composed of three girls in the
Gould ballet, who offered an eccentric step which
served more as a time filler than specialty and
allowed Mark Fisher to sing “Are You Happy,” a
brand new tune, of which he only offered a verse
and chorus, but followed same with “Just An-
other Day Wasted Away,” a tune which he re-
cently recorded for the Okeh records.

This was followed by a Dempsey-Tunney nov-
elty dance in boxing style, including gloves and
stools, and Mark Fisher serving as the referee. It
was a cute idea, appropriate for the occasion.
The stepping was done to the band’s arrange-
ment of “bambolina,” with last chorus done in
slow motion effect secured through the aid of a
flickering spotlight.

The next artist on the bill was Myrtle Volstead,
Miss Chicago of 1927, winner of the recent
B. & K. bathing beauty contest, who was brought
on just to display her charm and personality. It
is a pity that some of these contest winners can’t
be taught some little thing to do besides prome-
nading up and down the stage in a bathing suit.

Lewis and Dody followed her with the "Hello,
Hello” routine which has been reported in these
columns. They again stopped the show.

( Continued on page 35)

Miss Chicago

MYRTLE CHRISTINE VALSTED, until
only a few weeks ago, just a plain high
school girl, but today Miss Chicago of 1927
— a title bestowed upon her in the recent
Balaban and Katz and Lubliner and Trinz
Bathing Beauty Contest — just think folks
out of a half million girls or more this
pretty West Side Miss has the honor of
representing our fair city — Myrtle has
always loved stage work and when this
golden opportunity presented itself she ups
and joins it and before realizing the truth
she was chosen the winner — here she is
shown playing BENNIE KRUEGER’S
famous Sax, while the popular band leader
accompanies her on the piano — lucky girl
say we ! — oh yes. Myrtle says she is going
to try her hand in pictures this winter and
is preparing to leave for Hollywood soon
after her stage work here — go to it Myrtle!
— Chicago wishes you Good Luck.

They’re All Satisfied

A rather unusual, not to say comical,
condition prevails concerning the Twelfth
Street theatre of Kansas City, a motion
picture and vaudeville house. Following a
probe by civic leaders of the stage shows,
James Page, prosecutor, was prevailed
upon to seek an injunction to close the
theatre. The injunction was denied in the
circuit court by Judge Ben Terte, who an-
nounced in no uncertain tones that he was
opposed to any movement seeking to de-
prive an exhibitor of making his living un-
less there was just cause for such action.
But the civic authorities and Mr. Page,
who alleged the stage shows were indecent,
kept busy at their task. Finally Judge
Terte granted a temporary restraining
order against the theatre, prohibiting the
showing of “indecent and immoral” shows.
William H. Harper, former city alderman
and operator of the theatre, of course,
alleges he never has staged any indecent
shows. So the result is that the civic
authorities and Mr. Harper are satisfied.

Katz House Is
Last of Class
Houses to Go

Dignity Will Be Maintained,
However, in Orchestra
and Presentation
By A. RAYMOND GALLO

Balaban & Katz’s Chicago The-
atre, known throughout the country
as the wonder thearte of photoplays
and stage entertainment has finally
gone in for stage bandshows, being
the last of the deluxe B & K houses
to install this policy.

The Chicago theatre which is now
entering its eighth year has been the
only class picture house in Chicago
devoted to first run photoplays and
stage entertainment of a prologue
type.

When Frank Cambria was in charge of
B & K stage productions in Chicago, the
theatre became noted throughout the
country for its spectacular offerings which
at that time could be compared to some of
the Roxy stage offerings now presented in
New York. Since stage bandshows have
become the rage throughout the middle
West the Chicago theatre still continued
with stage productions produced on a lavish
basis which served as a prologue to it’s
weekly photoplay. Then Balaban and Katz
became affiliated with Publix circuit and
it’s chief creator of these shows was immedi-
ately put in charge of the Publix’s stage
units in New York which up to a few weeks
ago have been touring the country as class
units. After carefully surveying the ter-
ritories in which Publix operates theatres
Sam Katz president of Publix and^ one of
the founders of the Balaban and Katz or-
ganization, realized the necessity of stage
entertainment in deluxe picture houses of
a more popular trend than the regular
Publix class units, therefore it was decided
that all future Publix units produced in
New York would first open at the Para-
mount theatre, and then follow the entire
Publix circuit as a stagehand unit travel-
ing intact in this manner :

Scenery, costumes and talent. The band
is supplied in each town wherever a Pub-
lix house has a permanent stagehand. This
week the Chicago turns from the only the-
atre West of New York which was looked
upon as a class theatre for Chicagoans
and visitors to see the best in photoplays
and stage entertainment in the more digni-
fied manner than the other deluxe picture
houses presented it.

( Continued on page 34)

34

EXHIBITORS HERALD

October 1, 1927

Chicago, Last of B & K Class Theatre
Adopts Bandshow

( Continued from page 33)

This same dignity will be re-
tained by the theatre by present-
ing not only stage bandshows but
also the beautiful orchestral pro-
ductions which H. Leopold Spital-
ney, musical conductor of the
theatre, has originated and which
shall continue with him in the same
capacity.

Jules Buffano, a well known figure in
the band world and for several months
in the employ of Publix as a touring band
leader, has been selected to lead the Chi-
cago theatre stagehand and also to act in
the capacity of deluxe master of ceremo-
nies. With these two items in addition
to prominent stage and screen artists
appearing in person at this theatre in con-
junction with the stage entertainment gives
the theatre the same atmosphere of dignity
and class which serves to please not only
the more intelligent eliment but also the
transient trade that is more accustomed to
the popular trent of amusement.

Henry B. Murtaugh, solo organist of this
theatre who replaced Mr. and Mrs. Jesse
Crawford, will continue in the same cap-
acity offering his unique solos from week
to week.

This week also marks the inauguration
of a stage bandshow policy in the North
Center theatre, Chicago, a Lubliner &
Trinz house featuring Jack Stanley as band
leader and Dr. G. W. Ronfort as featured
organist. This, in addition to the Pantheon
also an L & T house, makes the sixth
Chicago deluxe picture theatre belonging to
this firm that is now doing a “Paul Ash
policy.”

The Crown theatre, another neighbor-

hood theatre in Chicago belonging to
Ascher Brothers also installed this week a
bandshow featuring Bernie Mayerson as
leader and Grace R. Clark as featured
organist. This makes the third Ascher
Brothers house to install this policy and
it is said that the remaining three will
probably follow suit before very long.

The Embassy theatre, another neighbor-
hood house in Chicago which is owned by
Marks Brothers, has revived a bandshow
policy with Van Lynn as leader and Don
Isham as featured organist. This makes
the fourth Marks Brothers theatre, and in
fact all of their theatres, that are now
doing a “Paul Ash policy.”

The Chicago theatre, which is located
on State between Randolph and Lake
streets, is the sixth Balaban & Katz the-
atre in Chicago to install a bandshow pol-
icy. Although the Chicago is only a short
way from the Oriental where Paul Ash,
the originator of this policy, is now con-
ducting bandshows it will never the less not
conflict with his type of entertainment. It
will, however, give Chicago two loop de-
luxe picture theatres doing a bandshow.

Law May Close Hall

HIAWATHA, KAS., Sept. 27.— Guy
Kemp and Gus Allendorf, business men of
Hiawatha, Kas., have filed a petition in the
district court, asking that the Hiawatha
Memorial auditorium be closed to public
entertainments given at a charge to the
public. A new Kansas law pertaining to
the use of public buildings for such pur-
poses is the basis of the suit. The city and
the auditorium trustees are named de-
fendants.

AL BELASCO

“The Dynamic Director ”
and His Novelty Syncopators

FEATURED IN

LUBLINER & TRINZ STAGE
PRESENTATIONS, Alternating
at HARDING and SENATE
THEATRES, CHICAGO

Affiliated with PUBLIX CIRCUIT

BILLY ADAMS

“That Funny Long Fellow ”

Held Over by Finklestein & Rubin at St. Paul and Minneapolis
for Two Weeks

Direction — Wm. Morris Agency.

RUTH MARIE MARCOTTE

“The Versatile Prima Donna! 9

Coloratura Soprano Singing Classical and Popular Ballads

Held Over for Another Week at the UPTOWN Theatre
TORONTO, Ontario, CANADA, after a Successful Week.

FIVE BEST SELLERS

Week Ending September 24

“ What Do IV e Do on a Dewey
Day” (Irving Berlin, Inc.).

“Me and My Shadow” (Irving
Berlin, Inc.).

“Just Once Again” (Leo Feist,
Inc.).

“At Sundown” (Leo Feist, Inc.).
“Just Another Day Wasted Away”

(Shapiro-Bernstein Co ).

$ # $

KISS AND MAKE UP — (Leo Feist)— Sounds
like the logical successor to “Sleepy Time
Gal,” which everyone perhaps remembers was one
of the outstanding hits a year or so ago. The
swing and rhythm are somewhat similar to it
also.

* * *

SO TIRED — (Harold Rossiter) — One of those
crying fox trot ballads, by Art Sizemore and
George Little, who have written their share of
hits. Should be very big. Attractive title page.

* * $

WHO IS THAT KNOCKING AT MY DOOR—
(De Sylva Brown and Henderson) — A hot foxtrot
dance tune. Gus Kahn and Seymour Simone have
extended themselves on this one.

. . #

BABY YOUR MOTHER LIKE SHE BABIED
YOU — (Leo Feist) — A mother song from a differ-
ent viewpoint. Has a papular swing, an appealing
melody and carries a real punch in the lyric.

* * .

DON’T FORGET WHEN THE SUMMER
ROLLS BY — (Irving Berlin) — A peppy fox trot
and a great song. About winter time to remind
you of the summer.

* * *

BENEATH VENETIAN SKIES— (Jerome H.
Renvick) — A waltz ballad that has the ability to
carry the imagination to that particular spot in
Italy where gondolas glide.

* * $

BLUE RIVER — (Jerome H. Remick) — A blue

song with a “muddy water” twist, a wonderful
melody with a masterful lyric and a stirring
rhythm.

# * •*

CHEERIE-BEERIE-BE — (Leo Feist) — Is a new
sensational waltz song by the writer of “In a
Little Spanish Town.” Judges of 6ongs say that
it has as good melody, if not better than “Spanish
Town.” From the way the number has started it
would seem as though this statement was based on
real facts.

* * *

BALTIMORE — (Jack Mills) — A swingy, catchy
tune with a descriptive lyric. A new song that
should, if it catches on, succeed the Charleston
and Black Bottom.

# # *

HOW CAN I FORGET YOU— (Larry Conley)
— A very tuneful fox trot with a haunting melody.
Great for bands. Has a chance to go over.

$ * *

LONELY LIGHTS ALONG THE SHORE—
(Irving Berlin) — A slow fox trot telling a beauti-
ful story that will appeal to the lovers of “Me
and My Shadow.”

* * #

ROSE OF MONTEREY— (Villa Moret)— This is
the theme song for the First National Picture,
“Rose of the Golden West.” It is a melody fox
trot in Spanish rhythm.

* * *

P. S. : Meet you here next week.

SID. BERMAN.

October 1, 1927

EXHIBITORS HERALD

35

LOS41S

Something
about0
Everyone

William Morris, Sr., the theatrical agent and
his son William, Jr., were both in town last week
to see the Tunney-Dempsey Fight .... they were
accompanied by Abe Lastfogle, Johnny Hyde and
several of the Marcus Loew New York booking
agents. . . . Among the many notables who were
in Chicago last week to see the big fight were
Sam Katz, Sid Grauman, A1 Jolson and Harry
Finklestein .... the Duncan Sisters are with
Frankie Masters this week at the Uptown theatre,
Chicago. . . . William Collier, Sr., and Jr. are both
appearing together on the Palace bill in Chicago
this week. . . . Miss America, who is none other
than Lois Delander of Joliet, is featured this week
with Jules BufFano in his bandshow at the Chicago
theatre .... by the way the house just adopted
the Paul Ash policy this week and opened with
“Orange Blossoms,” Frank Cambria’s latest pro-
duction. . . . Eddie Hill has been appointed Editor-
en-Tour of a new local amusement paper called
“Forsyth’s Forum” of which James Fort Forsyth
is both Editor and Publisher .... that is not all
we know about Eddie, he is also engaged to the
pretty blonde prima donna Eva Thornton. . . .
It won’t be long now. . . . Paul Ash bought a
brand new Cadillac Sedan for his wife on her
birthday* last week .... he gave five one thou-
sand dollar bills for it spot cash .... some car
.... yes, some present. . . . Markell and Faun
are back in Chicago and are featured this week
with A1 Kvale in his new show. . . . On the same
bill appears Milton Watson, star of this week’s
stageshow. . . . Arsene Siegel is the able assistant
to Milton Charles, featured organist of the Up-
town and Tivoli theatres, Chicago. . . . Hooray !
. . . we hear that our friends, Chamberlin and
Himes, now featured in “Ziegfeld’s Follies” in
New York, will soon be in town with the show
.... that will be a big day for Chicago presenta-
tion artists. . . . J. Virgil Huffman, formerly
featured organist at the Irving theatre, Chicago,
left for Washington this week where he will open
a two weeks’ engagement at the Loew’s Palace
as guest organist. . . . Rocco Vocco, general man-
ager of Leo Feist’s Chicago office, just returned
from a week’s stay in New York where the firm
celebrated their 30th Anniversary. . . . George
Lipschultz, formerly musical conductor of the 5th
Avenue theatre in Seattle, is now enjoying a tour
of Europe and will open the new Mayflower thea-
tre in Seattle right after the first of January. . . .
Elmer Kaiser, band conductor, has been booked
into Ascher’s Commercial theatre, Chicago, by
Margaret Felch, as stagehand leader to do a “Paul
Ash.” . . . Don Tranger, formerly with Ted Lewis
is now leading bandshows at the Terminal, Chi-
cago. . . . Don was also booked by Margaret Felch
who recently took over the presentation bookings
of the Alycin theatre in Highland Park, 111. . . .
Frank Woollen, formerly with Publix Publicity
department has been made Press Director of
Lubliner and Trinz Chicago theatres. . . . The new
Coronado theatre in Rockford, 111., opens next
week as a presentation house, featuring Wright
and Douglas Co. . . . Great States Theatres, Inc.,
are owners .... the State theatre in Hammond,
Ind., has given up the vaudeville policy and is
now doing again a bandshow with Roy Deitrich
as leader and master of ceremonies. . . . Ruth
Gehring, formerly assistant organist for Balaban
and Katz has returned to her first fold Ascher
Bros., as featured organist of their Portage Park
theatre, Chicago. . . . Sam Herman is still dis-
covering talent .... last Sunday the writer took
in the Paul Ash Club show and saw the Page
Kiddies Band and Gertie Stewart, two of his latest
“finds.” . . . Ruth Marie Marcotte has been held
over at the Uptown theatre in Toronto, Canada,
for another week. ... I. L. Epstein, known as
“Eppy” to all his friends, is the featured organist
of the Edyth Totten theatre in New York. . . .
Eppy replaced Henry B. Murtagh at the Rivoli
theatre some time ago and is well known to all
theatre circuits. ... Dr. G. W. Ronfort took Ray
Turner’s place at the North Center organ when
Ray took up the featured job at McVicker’s, Chi-
cago. . . . Charles Kaley, well known as band
leader for Marks Bros., Chicago, took a flying
trip to New York last week on the National Air-
way Transit for the purpose of making some rush
records for Columbia .... he made the trip in
less than six hours and made over 12 records.

A. RAYMOND GALLO.

STAGE SHOWS

(Continued from page 33)

The Gould Girls came on again in Keystone
cops’ uniforms and danced a novel step to a spe-
cial band arrangement.

This was followed by Mark Fisher, singing the
original “Sally” song used in the “Follies of
1923,” called “Sally, Won’t You Come Back,” and
at this period all the boys in the band leave the
stage with the exception of the piano player, who
accompanies Mark throughout the song, and on
second chorus Ruth Broughton comes back in
pretty costume to foil for Mark as the Sally, both
working on the center stage on settee as the cur-
tains parted for the finale.

New York Paramount

Week Ending September 30

This week’s stage show at the Paramount is
called “Flyin* High,” and is built around the re-
cent achievements of our aviators. The show opens
with a number called “Aviation Overture,” played
by the Paramount stage orchestra, led by Ben
Black, who has resumed his duties as guest con-
ductor. This piece is a musical portrayal of the
epochal flight of Col. Lindbergh, and the martial
airs and national anthems with which it is inter-
spersed make it a stirring and effective bit of
work.

With the concluding strains of the “Aviation
Overtrue,” the Paramount Aviatrix Beauties come
forward to execute a clever tap dance. The girls
are clad in flying costume and in perfect rhythm
they put over a dance which for unison of move-
ment would make a West Pointer jealous. Ernee
and Fisher are a pair of comedy dancers of the
loose-limbed type, who appear in character cos-
tume and draw a big hand from the audience with
their amusing steps.

The Paramount Stage Orchestra comes to the
fore again with a special comic rendition of the
popular number “Dew, Dew, Dewey Day,” which
features each section of the orchestra in turn.
This band is developing into a mighty efficient
organization which alone is almost worth the
price of admission.

Bernard and Henry are two clever girls who

appear in a song turn of the Van and Schenk
type. “Red Hot” is the phrase that most aptly
describes them, as, with the aid of small piano,
they put over an act that got the big hand it
deserved.

“Jerry” is a boy that is known as the “dancing
accordianist,” and he proved to be one of the
most popular entertainers on the bill. He opened
with a couple of numbers on his accordian, con-
spicuous among these being “The 12th Street
Rag,” played in a fashion that had everyone tap-
ping their toes and yelling to “Jerry” for more.
But to prove his versatility, this young man did a
loose-limbed dance that almost stopped the show.
This boy is a comer and worth watching.

The finale featured a song called “Up in the
Clouds,” sung by Joe Herbert and the ensemble
as a whirring miniature airplane appears at the
back of the stage and two girls are let down on
ropes from the top of the set as if they were
coming down in parachutes. This is one of the
most enthusiastically received revues that has ap-
peared at the Paramount and convincing proof of
the skill of Jack Partington, who devised and
staged it.

The Paramount Symphony Orchestra has pro-
vided a genuine treat for music lovers in this
week’s offering of “Studies from Faust,” which
they render with customary skill under the able
direction of Irving Talbot.

The Jesse Crawford Organ Concert for this
week, comprised of “Baby Feet,” “Blue River,”
“Worryin’ ” and “The Doll Dance,” four numbers
especially adaptable to the organ and pieces to
which Mr. and Mrs. Crawford do more than
ample justic.

Detroit Michigan

Week Ending September 17

This week’s presentation offered Lou Kosloff
and His Symphonic Syncopators in a sparkling
stagehand revue called “Tokio Blues.” The
musicians, attired a la Japanese, opened with a
song number bearing the same title, which was
beautifully sung by three vocalists similarly clad.

Kosloff then stepped out under a blue 6pot and
directed the orchestra through several popular
hits, including an exceedingly clever burlesque
arrangement, “Yankee Rose,” as played in the
ports of various countries.

During the latter named portion a quick cos-
tume change-over was effected — the entire band

AMERICA’S PREMIER DANSEUSES

'erenoff li/l

and iVlaree

Yt

<4

THE ADAGIOS

yy

After a Successful Tour of
Eastern Picture Houses
Will Now Repeat All
MARKS and COONEY BROS.
Chicago DeLuxe Theatres

This Week at the
CAPITOL THEATRE

jack BORN and LAWRENCE jean

“KOMEDY KAPERS”

Featured in “Montmartre” A
PUBLIX-STAGEBAND-UNIT-SHOW

Direction — William Morris Agency

LLY MEYER

(The Golden Tone Baritone)

Now Leading a Stagehand
Rotating at — UPTOWN — ORIENTAL — TOWER Theatres, Mil., all Saxe Houses
Thanks to Paul Ash, and All Balaban & Katz Booking Officials

36

EXHIBITORS HERALD

October 1, 1927

speedily easting aside its oriental outfit to emerge
in sailor dre^s.

The comic posibilities of such bits seem unlim-
ited and this orchestra under Kosloff’s leadership
certainly made the most of this one. “Lantern
of Love,” with full stage, remarkable singing,
orchestra, cutouts and beautiful lighting effects
completed the show.

Overture: “Gems of Opera,” featuring the

Michigan Symphony with Edward Werner direct-
ing and Lillian Knowles, contralto soloist.

Chicago Norshore

Week Ending September 24

In addition to “Beau Geste,” one of the finest
screen productions yet released, Harry Gourfain
presented A1 Kvale and his Jazz Collegians in a
“Harem-Scarem Revue-” Although the cast fea-
tured Peggy Bernier, a great deal of credit should
also go to Eddie Hill and George Dewey Washing-
ton. Gourfain’s splendid production creation was
at its best this week, both from the standpoint of
scenery and staging. This is one of the first
stagehand shows to embody the plot idea from
beginning to end and it proved quite popular. Here
is the line-up:

Opening: In street scene to represent a market
place in Turkey, with A1 Kvale and Eddie Hill
following a procession of the Sultan’s harem,
which were in turn played by the Abbott Girls.
In this scene which AI and Eddie, as the American
tourists, planted the theme to the audience, they
were assisted by George Dewey Washington as the
Turkish sheriff.

After considerable tomfoolery, the curtain goes
up to full stage setting, representing interior of a
tent supposed to be one of the regular hangouts
of the Sultan, as the band goes into an arrange-
ment of “Yoo-Hoo.” As stated before in these
columns, this sure is a hot band.

Dick and Edith Barstow follow with their well-
known toe dancing routine, short but very enter-
taining, and made room for an Abbott specialty
in the form of a platform presentation to the
band’s tune of "Oriental Rose.” Betty Rohrback,
painted with gold, presented a very clever acro-
batic specialty as Leo Lee in the role of the Sul-
tan rendered a vocal chorus of the song, which
was announced as a Paul Small number. This
was a very effective scene.

Next was Eddie Hill, the life of any party, who

started off with his usual line of chatter, witty
and bright, and who secured the first real laugh
that this audience has enjoyed in a long time.
Eddie’s program this time consisted of "Grand
and Glorious Feeling,” which was grand and
glorious the way he offered, it and last, but not
the least, his famous crying song, which again
won him the entire approval of this audience.
There is very little left to say about this chap,
except that in presentation he is one of the lead-
ing lights, and back copies of this paper will ex-
plain this reporter’s feeling towards him.

George Dewey Washington, followed him and,
as usual, George was a huge success with his
"South Wind” and “Me and My Shadow.” His
recitation on the latter song earned him the
greatest applause that this audience was ever
known to give an artist, again proving the fact
good talent is always appreciated by a good audi-
ence.

A band arrangement of “Under the Moon” was
next intermingled with many specialties by the
boys and a flute solo by Al, as well as a clever
bit of piano tickling by Benny Sands. This en-
tire number was played with lighting effects to
represent the sun setting and moon rising, which
appeared through the tent, another clever bit of
staging that this producer conceived.

Next followed that girl that Chicago has gone
so wild over, little Peggy Bernier. She offered
the very same routine of songs that has been re-
ported before in these columns and again proved
the show stopper of the bill. Although Peggy
has become very popular, there are times when
she over-acts her part and our suggestion in this
case would be to watch that trait very carefully,
for it has been proven that an audience can
easily be lost as followers by unnecessary acting.

She was followed by another band arrangement
of “Kashmire’s Love Song,” which served to be
the finale of this show in the form of a platform
presentation, which was effected as a beautiful
tableaux, in which Leo Lee again contributed a
vocal solo as the curtain began to close. This
was a simple but clever ending, especially appro-
priate for the picture, “Beau Geste.”

Milwaukee Wisconsin

Week Ending September 24

Dave Schooler and His Play Boys are featuring
this week on the Wisconsin stage, “Tipsy Town
Tid Bits.” The orchestra is all dressed in scarlet

WRIGHT & DOUGLAS CO.

“The Spark-Plug Act”

On Opening Program at the New
CORONADO Theatre, ROCKFORD, ILL.

Week October 9th for GREAT STATES CIRCUIT
Direction William Morris Agency

ADELAIDE HALL

(The Versatile Artist)

Just Completed a Tour of Marks Bros. Theatres
Now Playing Deluxe Picture Houses

Direction — Murray Bloom and Charles Hogan

MAXWELL & LEE

“The Dumb Bells”

With John Murray Anderson’s “Joy Bells” stopping ’em every
performance — Now at the Michigan, Detroit.

Next week at the Indiana Theatre, Indianapolis

Direction: Wm. Morris

GINGER ROGERS

“A Rarebit of Spice”

A JOHN HELD, JR., Cartoon Girl in the Flesh
Now Featured in “KID DAYS”

A PUBLIX-STAGEBAND-UNIT-SHOW. Direction — Phil Tyrrell of
Wm. Morris Agency.

jackets with cream colored trousers and vests,
while the setting back of the upper stage repre-
sents several old English taverns with the lights
blinking in the windows so as to represent the
eyes, nose and mouth.

As the curtain raises the orchestra plays and
Stanley and Birnes ran across the stage to repre-
sent two drunks, and as they run off, the Six
English Tivoli Girls make their appearance in
costumes which give the audience a big laugh.
All six of the dancers are so dressed that it ap-
pears as if they are dancing on their hands, their
costumes being put on upside down. Besides this
they have on red pants, and they drew a big
applause.

Dave Schooler comes on stage and introduces
Frankie James, formerly with Al Jolson's “Big
Boy.” Miss James obliges with “At Dawning,”
and Dave Schooler has to assure the audience she
wilt appear again because of the heavy applause.

Then the orchestra goes into the rhythmic swing
of “Magnolia” and Miss James comes on the stage
to sing the chorus. The Play Boys seem to be
improving right along, and the audience continues
to greet them with the biggest applause.

George Lipschultz, who pleased the audiences to
6uch a great extent last week with his fine violin
selections, has been held over a second week and
plays a number of medlies accompanied by Dave
Schooler at the piano. His concluding number is
“Kiss Me Again” and the audience almost stamped
their feet, they were so enthusiastic.

Accent and Genasco, formerly with the Ziegfeld
Follies, in evening dress give a fine exhibition of
ballroom dancing with a number of difficult acro-
batic steps thrown in. They perform with much
ease and grace of movements, and drew a fine
applause for their trouble.

The Six Tivoli Girls next do their stuff in a
regulation chorus girls’ dance — something which
they have not done for quite a while. They work
together and the audience has not tired of them
as yet.

The Eton Quartet in frills and black flowing
ties did some nice harmony singing, among their
numbers being “Just a Birdseye View of My Old
Kentucky Home” and “Under the Wabash Moon.”
To top this the boys imitated a Scottish bagpipe
and a calliope and drew a big hand from the
audience.

“When Day Is Done” was the next number by
the orchestra, with George Lipschultz playing the
chorus and Roy Dietrich, a new solo singer, com-
ing out for the chorus.

Stanley and Birnes were next with a bunch of
nonsense and burlesque dances. They indulged in
a number of jokes which got a big laugh out of
the audience.

In the grand finale the Tivoli Girls made their
appearance in a clever dance, in which each girl
carried a large face of a baldheaded man with his
tongue hanging out. The Eton Quartet appeared
on the upper stage together with Stanley and
Birnes and the taverns on the stage rolled and
pitched in a truly tipsy manner. The entire pres-
entation was well done and executed, with all
musical arrangements by Glenn Welty and the
stage settings by E. J. Weisfeldt.

Arthur Richter offered for his number “Give
Me a Night in June” with a medley of other
songs interspersed.

Chicago Embassy

Week Ending September 25

Another small neighborhood theatre that is still
continuing the stage bandshow policy on a small
basis. Van Lynn with his jazz entertainers is
the new leader here that replaced Norman Stepp.
The boys offered many popular numbers from
musical comedy doing their offering from the

ANITA-de MARS

and

LEONARD SALVO

FEATURED ORGANISTS

at the

CAPITOL THEATRE
CHICAGO

“A National Playhouse”
(COONEY BROS.)

October 1, 1927

EXHIBITORS HERALD

37

orchestra pit while the specialty acts went on
with their regular routine. Among the musical
selections were “Hallejuha,” “Lighthouse Blues’*
and many others. The audience seemed to like
this bunch almost as well as the ones before. Don
Ishain is the featured organist here now.

Houston “Innovation”
Proves Grand Flop

Hailed as a tremendous innovation in enter-
tainment in the South, the advent of stock, “audi-
tions” and stagehand at the recently reopened
Isis theatre here proved to be a grand flop to the
elite of Houston who attended the opening night’s
performance*

Will Horwitz, owner of the Isis, advertised the
coming of stock in that theatre — formerly a pic-
ture house — for a month in advance, with some
laudable cooperation by the newspapers, obtain-
ing many spreads on the members of Frank Nor-
ton’s company. The unique angle of “auditions”
for all that it was worth. An immense amount
of curiosity was aroused in the type of shows that
Mr. Horwitz said he was going to put on. People
could not imagine a theatre where they could go
and hear “first class” stock, a stagehand, “audi-
tion,” and feature picture, with comedy, news
and novelties thrown in for good measure.

Came the opening night — last Sunday. “One
Gala Performance,” read the newspaper ad. The
house was crowded at 8, with representatives from
some of the best people of Houston present,
anxious to see the history-making advent of a
combined stock and picture program. The pic-
ture was a four-year-old one, with a couple of
good stars in it, but the audience was not dis-
pleased. It was waiting for the stage features.

Following the picture an organ solo was begun,
being cut in the very middle by a news reel sud-
denly making its appearance on the screen. After
the news — which was good — came the heralded
stagehand. It can be said that the band was on
the stage — that is all. A very badly constructed
schedule threw the stock immediately after the
band, with no program filler, so one of the mem-
bers of the company stepped out on the stage,
and commended the group of actors, of which he
was one. He assured the audience, after making
comments on the poor lighting of the house, that
the stock company was composed of human beings,
even as was the audience, and that they ate,
drank, and had a good time like other human
beings. The enlightening bit of oratory was fol-
lowed by another impromptu solo by the organist,
taking up time until the curtain was ready to
part. And now, thought the 1,500 people in the
audience, we get what we came to see — first class
stock.

The curtains opened — the play is on ! “What
Every Daughter Learns” was the title of the pre-
miere offering — smacking of a second rate tab
title. And the company turned out to be nothing
but a tab company. Tab had been their forte for
years, and they couldn’t get away from it under
the assuming name of “stock.” Even the “vaudi-
tions” were nothing but tab specialties. The
audience went home much enlightened. There
were some who will go again to the stock offerings
of the Isis, and there are those who won’t — but
Mr. Horwitz should be commended upon the
establishment of a good tab show in Houston. He
did his best to bring in a stock company, but the
amount of money that he wanted to spend was
not sufficient to cover the cost of a good company.

The present one is not bad — it is just not stock.

The Isis will always be full on its de luxe per-
formances— tab is enjoyed in Houston — and if the
stock company was advertised under the appella-
tion of musical comedy, there would be no doubt
as to its success. Mr. Horwitz, if he were to
bring in another company, and work out his
schedules to a better advantage, would not be at
all disappointed in the receipts of the Isis.

It is rumored that the Norton company will be
replaced at an early date.

Chicago Granada

Week Ending September 25

This being first anniversary week at the
Granada, the show is called “Our First Year.”
George Givot and the Granada Girls open the
show, Givot singing and the girls dancing. Be-
hind a scrim the band is faintly seen. As Givot
and Girls exit the scrim goes up to reveal the
band under a futuristic setting that is quite strik-
ing and effective. The band goes into “Just Once
Again” as Bennie Meroff enters to lead the band
during which he gives some very clever dance
steps. The arrangement of the song is very
pleasing:.

The hard working team of Shadow and McNeill
follow to give some good tap dancing, comedy
dancing, songs, imitations and what have you.
They win several encores and go over good.

Irene George comes on to give her impression
of “Swanee River” sung in minor. The young
lady has a good voice and sings quite effectively.

Betsy Rees, toe dancer, late of “Le Maires
Affairs, does some very excellent toe dancing.
She is very pretty, has a charming personality
and the way 6he dances on her toes is nobody’s
business. She dances to “It All Depends On You,”
and the orchestra accompaniment is exceptionally
pretty. She is assisted by the Granada Girls
dressed in beautiful butterfly costumes. The entire
number is very good and wins a big round of
applause.

Then follows one of the most unique acts this
reporter has ever seen in a bandshow presentation.
With black drops on the stage and all house
lights out, a series of illuminated figures go
through comic dance steps. The act is a knock-
out and thoroughly mystifies the audience which
gives it a huge applause. The act is staged by

Les Klicks. The act was originally presented in
Chicago in “Les Maires Affairs.”

The band next offers a rather disappointing
arrangement of “Hallelujah,” one of the best
hits of the season.

Biss Streger next offers a group of numbers on
a steel guitar, and the fellow can certainly pro-
duce some wonderful strains from his guitar. He
gets a big hand and is called back for several
encores. He deserves them without a doubt.

Then comes George Givot who is always popular
at this house. He does his usual stuff to a great
deal of laughter and applause. Givot has a mixed
audience. Many in the audience very evidently
do not care for Givot and many more of the
audience simply eats every thing he does. Givot
tells several jokes, two in fact, that are decidedly
off color. The older element in the audience re-
ceived the jokes with absolute silence which was
ample testimony to their disapproval.

Givot is followed with the big laugh of the
whole show. The number is really funny. James
Roiand, a fat and good natured member of the
band, takes Meroff’s baton and, leading the band,
gives a perfect and ludicrous imitation of Meroff.
Seeing this rather round fellow doing all the
tricks of the slender Meroff is just to laugh, and
the audience does it, and how ! It 6tops the show
and Roland goes through it again, even if he is
out of breath. Finally to bring the thing to an
end Meroff does an excellent ice skating imita-
tion.

The entire cast appears for the finale and a
beautiful sunrise effect made with flashing electric
lights backstage appears. The whole show is good
and goes over in great 6tyle.

Boston Metropolitan

Week Ending September 23

Gene Rodemich and the Greater Met Stagehand
continue to provide the presentation act for the
Metropolitan, yet so varied are the programs that
about the only familiar figure from week to week
is Rodemich himself. The widely varied costuming
of the others of the band, togethed with the
changes in assisting artists, gives the appearance
of an entirely new group of entertainers. Jazz
a la carte” is the current week’s title.

As the stage comes into a soft light, one faintly
sees high mountain peaks behind the scrim, over

“EPPY”— (I. L. Epstein)

Organ Programmes of Distinction

EDYTH TOTTEN THEATRE

NEW YORK CITY

EDDIE HANSON

Solo Organist

With Frankie Masters Stageshows

Tivoli This Week Uptown, Next Week

(Balaban & Katz, Chicago)

J. VIRGIL HUFFMAN

Formerly Featured

Organist
at the

Irving Theatre, Chicago

DON PEDRO-ESPINOSA

Solo Organist

AMBASSADOR THEATRE, CHICAGO

(Photoplay Synchronizing a Specialty)

Opens This Week As

Guest Organist at

LOEW’S PALACE

WASHINGTON, D. C.

CHAZ CHASE

“The Unique International Comic”

Now Touring Over

MARCUS LOEW CIRCUIT

Courtesy of Louis K. Sidney

Direction — William Morris Agency — Thanks to

A1 Melnick

38

EXHIBITORS HERALD

October 1, 1927

which the dawn is breaking. There are many
jagged crags and sharp abysses. The scrim rises
to reveal a wonderous mountain from which the
jagged crags gradually take form as huge musical
notes and these, in turn, develop into the musi-
cians themselves. Yet another 6crim is raised
revealing the stage upon a stage upon which the
characters play their parts. The huge notes have
resolved into an orchestra seated in the pit of
the second stage. The former mountain peaks
form the wings and top of the second stage and
the orchestra, as full light comes, is revealed in
bright red coats and sharply contrasting white
vests.

Following selections from “The Student Prince,”
in which the same costuming as was provided in
that light opera, is given. Hubert Hilton and
Arthur Brainard, Cliff Daly, Tudor Penrose, Ed
Mowen and Harold Cravit have the leading parts.
A1 and Ray Samuels do a clever bit of tap
dancing, followed by “Dinorah” from “Shadow
Rose,” sung by Rose Mary, a soprano with an
unusually high and clear voice.

Charles Rozella, musical comedian, is followed
by a happy trio beneath a full moon, all of whom
have well blended voices and a guitar.

Peggy English sing-s “Annabelle Lee” and ‘‘I’m
Not That Kind of a Baby,” and Paul Howard
gives clever acrobatic dances and contortions.
Then comes the finale with the entire ensemble in
a combination of jazz and classical selections in
which the classical is eventually carried into jazz
ryhthm.

There is an orchestra prelude, with Joseph
Klein as musical director, Arthur Martel presides
at the organ and a Paramount News and Comedy
complete the bill.

“Underworld” is the film.

Chicago Crown

Week Ending September 25

This is an Ascher Brothers house formerly run
as a straight picture and vaudeville theatre. It
is now a presentation house on a split week
basis featuring Bernie Mayerson and his Col-
legiates. The featured organist is Grace R.
Clark. The new policy went into effect this week
and the opening show ran as follows :

Opening in full stage with boys playing hot
tune as an introductory number.

After this is over, Mayerson announces a piano

solo by Kenny Morris who opens with “Dewey
Days” followed with “So Blue” and “At Sun-
down.” This chap certainly knows how to tickle
the ivories.

He was followed by the saxophone player Lew
Storey who sang “I’m Coming Virginia” in a
pleasing style.

The next artists introduced were the Emory
Sisters who enter in dim lighted stage one on
each end with prop telephones and deliver a fair
routine of chatter. They are dressed in costumes
of 1880 and sing comedy songs and patter of the
same period, finishing with harmony singing and
strumming on ukuleles.

The show closed with an arrangement of ”5
Minutes in a Crazy House” with the boys playing
their instruments in a weird manner, intermingled
with comedy pranks that put the audience into a
humorous mood.

Johnstown State

Week Ending September 24

After the M-G-M News followed one of the Our
Gang comedies, “Yale vs. Harvard,” and then
the stage presentation: “Harry Shannon Jr. and
His Band.” This is one of the best attraction
bands there is, musical as well as novel, and is
sure to please in the finest of theatres.

Opening in a novel way, Harry Shannon enters
in one, telling the audience in very original lines
what he had been doing before he took up music,
and then introduces the band on full stage, open-
ing with a Medley of Hits from musical comedies.

Next he vocalizes and dances to a tune called
“Magnolia,” after which the number “I Wonder
How I Look When I’m Asleep” is presented in a
most novel and original manner, with specialty
choruses by the tuba, saxophone and trumpet
players.

Then followed a great arrangement of “So Blue,”
in which Shannon introduces two cute lady danc-
ers in a waltz fantasy.

The presentation closed with “Lucky Lindy,”
using the effect of an aeroplane flying across the
stage for the finale. Responding to big applause,
the band encored with a satire on Spanish melo-
dies, entitled “The Bull Fight,” full of hokum and
novelty ideas, that brought the house down with
laughter.

The Fox feature, “Paid to Love,” brought a two
hour show to a close.

BOB BILLINGS

Solo Organist

CRYSTAL THEATRE, CHICAGO

“JAZZ-LIPS” RICHARDSON

The Most Talked of Eccentric Dancer in Bandshows

Now Touring ORPHEUM CIRCUIT
Featured with HUGHIE MACK’S SYNCOPATION-UNIT-SHOW

First Half Des Moines Last Half Sioux City

Direction — EZ KEOUGH

EDGAR AMSTEIN

Featured Organist

CENTRAL PARK THEATRE, CHICAGO

(BALABAN & KATZ)

RUTH LUELLA

STANLEY and LEE

DANCERS PERSONIFIED

Just Closed in “GEMS OF JOY”

A PUBLIX-STAGEBAND-UNIT-SHOW

Direction Wm. Morris Agency Soon to Repeat B & K and L & T Theatres

Chicago North Center

Week Ending September 25

Here is a theatre that was originally built by
an independent outfit as a presentation house
which later reverted to a vaudeville and picture
policy and even later into a novelty nights, but
since Lubliner and Trinz have taken over the
theatre, it has reverted back to stage bandshow
form of amusement with Jack Stanley and his
college pepsters. The band is only on the stage
Saturdays and Sundays and works in the orchestra
pit the rest of the week. This policy seems to
be the best and the box office is already showing
results. Dr. G. W. Ronfort is the featured or-
ganist here now. One of the shows recently re-
ported runs as follows:

Opening: Full stage with Jack Stanley playing
violin while the boys play an arrangement of
“Sundown” after while Stanley also gives a vocal
selection of same.

Stanley also acts in the capacity of Master of
Ceremonies and announced Davey Jones as the
first artist on the program who offered comedy
songs and eccentric taps. One of the numbers
is the stuttering song that Frank Hamilton also
does in picture houses frequently.

Stanley again offers a violin solo, this time a
classical called “Souvenir,” proving that he is a
very clever player, a trait that is bound to make
him popular at this house.

He is followed by Bernice Sarche who opens
with a vocal chorus of “Swanee Shore” and then
goes into a clever ice skating dance routine that
combines Black Bottom, Charleston and eccentric
high kicks which wins her a fine hand.

She is followed by Monte and Carlo, two young
chaps of midget size formerly of the “Hollywood
Music Box Revue,” who offer their clever routine
of comedy eccentric and acrobatic numbers. They
were followed by Miss Sarche who this time sings
“Yoo-Hoo,” using Stanley as a foil and ending
with an eccentric Black Bottom dance, which was
well done.

Gardner and Douglas, two boys in eccentric
boob comedy dance follow, one that has been
reported in these columns before.

Finale: A clever band arrangement of “Miss

Annabelle Lee” played in real hot style with the
entire oast assembling on stage for second chorus.

Observation: This leader would derive more

musical efforts if he were provided with two extra
men in the band, especially another violinist, which
would enable him to conduct the band without
holding his violin as well as hampering the show
by doubling in various roles.

St. Louis Ambassador

Week Ending September 23

“Happy Days” was the stage presentation with
Ed Lowry as the master of ceremonies.

“Happy Days” featured several of Lowry’s own
specialties, including a comedy clarinet solo and
one of his orignal songs. He also played on the
saxophone and the ukelele. Other headlined acts
in the stage show were Arthur Nealy, tenor ;
Eugene Cibelli, tenor ; Dorothy Neville, soprano ;
Earl and Bell, entertainers from Ed Wynn’s
“Grab Bag” ; Dezso Retter, comedy acrobat, and
Ambassador Rockets.

“Happy Days” has a novelty opening and an
elaborate stage setting which afforded a surprise
for the finale.

“A Musical Argument” was the novelty presen-
tation arranged by Dave Silverman and his or-
chestra and Stuart Barrie at the organ.

VERNE BUCK

“The Prince O’ Pep”

Now Conducting
at ASCHERS
SHERIDAN

Theatre

STAGE

BANDSHOWS

Direction

Margaret Felch

October 1, 1927

EXHIBITORS HERALD

39

Chicago Uptown

Week Ending September 25

In conjunction with John Gilbert in “Twelve
Miles Out/’ Bennie Krueger offered “The Spirit
of Jazz” as the stagehand show this week featur-
ing Harry Rose and Dave Rubinoff. The setting,
as well as the costumes worn by the MarkeTt
Girls, were very striking and in keeping with
the standard of productions at this theatre. The
presentation ran as follows:

Opening: In full stage with background drop
displaying paintings of huge frogs assembled as a
jazz band and each playing an instrument. A
novel part of this setting were the blinking eyes
of the frogs at the opening and closing of the
show.

The first band arrangement was “Just Once
Again” as the Markert Girls in one of their rou-
tines stepped in line, while the boys played and
sang the tune.

This was followed by Marjorie Whitney, who
made her entrance from the mouth of a frog,
which opened in the form of an iris. This girl
has been reported many times before and started
this show off with a clever soft shoe tap, more of
a clog style, going into an eccentric black bottom
to the tune of “Sam, the Old Accordian Man.”

This was followed by Will Stanton, the well
known vaudevillian, who offered his soused routine
to represent a night at the cafe. Stanton is prob-
ably one of the best performers in this line and
his novelty proved an entertaining bit on this bill.

He was followed by the Markert Girls in a gro-
tesque dance, dressed in novel costumes, and
stepped to the band’s tune of the “Doll Dance.”
As usual, these girls received a fine round of
applause for their splendid work.

Another band arrangement followed, this time
“Under the Moon,” with the boys singing the
chorus and Bennie soloing with his saxophone.

Dave Rubinoff was next with his violin inter-
pretation, which has been reported here before.
This time he also offered “Me and My Shadow.”

Harry Rose, the “galloping comedian,” was next
with gags and wise chatter, opening with “She
Don’t Wanna” and closing with “Broken
Hearted.” Harry, who is well known to musical
comedy fans, has a unique way of entertaining
with songs and chatter and should be a huge
success in presentation. In this show he was
“It.”

The Markert Girls came on again in another
set of novel costumes and danced to an eccentric
routine as the stage lights dimmed to give the
costumes a radium effect, a new idea which
is springing to the front and one if used properly
can improve many a scene.

The finale was similar to the one used at the
Oriental, Chicago, several weeks ago, with quar-
ter moon effect and large stars, as the Markert
Girls assembled around platform while Rubinoff
played “Under the Moon” to the band’s arrange-
ment of same as Bennie Krueger steps out front
with a violin also playing the tune.

New Y ork Roxy

Week Ending September 30

Dramatic, fiery, romantic Spain, all worked into
a prologue proceeding the big picture, “Loves of
Carmen” — that’s the Roxy atmosphere this week,
programmed as follows :

(A) Prelude — The Roxy Symphony Orchestra.

(B) The Guard Mount — Chorus of women’s
voices.

(C) Duet — Sung by Jeanne Mignolet and Har-
old A. Van Duzec.

CHARLES GREGORY

“Hardware Harmony”

A Musical Novelty
That Is a
REAL
NOVELTY

Full of Comedy
Situations

Now Playing
B & K and L & T
Theatres, Chicago

Direction William Morris Agency

(D) “Habanera” — Anne Subloko and Female
Chorus.

(E) Danse Boheme — The Ballet Corps and
chorus of women’s voices.

(F) “Flower Song” — Harold Van Duzee and
Aldo Bomonte.

(G) Danse Espagne — Maris Montera and the
Ballet Corps.

(H) Smugglers Scene — The chorus.

(I) La Libertas — The chorus.

(J) — “Toreador Song” — Rudolph Hoyas and the
Ensemble.

Castenets, Spanish shawls, pirates, treasure
chests, black-eyed villians, toreadors, mandolins,
girls, dancing, tambourines all in festive attire,
with each little bit winning by applause from
overture to final curtain. While not the regular
stage show type of entertainment as the program
would indicate, this is a prologue of distinction.

Chicago Sheridan

Week Ending September 25

The presentation at the Sheridan this week was
the best this reporter has ever seen there. It is
called “Rueben Rueben,” being one of those hick
affairs in which the setting represents a section
of a village main street, and the band and per-
formers are dressed in hick attire. The entire
performance goes over fine and the spirit of the
presentation is carried excellently throughout the
performance. It was surprising to see Verne Buck
in his comedy attire of check suit and trick hats
when one has become used to his faultless attire,
but Buck was a knockout, and showed that he has
quite a flair for such comedy stuff. And the
audience showed that they liked him in the new
role.

The band opens the show playing “Turkey In
the Straw,” and the Joe Keith Girls come on to
do a good dance routine. As Buck enters his
hick clothes win a good laugh. He introduces
Dick Hughes who sings and plays on a ukulele
to fair applause.

He is followed by Eillen Hillyer, who sings a
song or two and does a few dance steps in the
style of Charlotte Greenwood, She has a unique
personality and receives a good hand and two
calls. The band next plays a pretty number
called “Spell of the Moon” with Frank Wilson
singing the chorus, and the number goes over
fine, as Wilson and the band always do at the
Sheridan.

Three young ladies billed as the Premier Trio

next offer some very good harmony singing and
are called back for two encores. They have voices
that are good and their harmony pretty and with
more stage polishing can mean a whole lot to
presentation.

The Keith Dancers appear again, this time in
hick clothes, to do a comic hick dance routine.
The number is quite good and gets good applause.
This is followed by Bill Blair playing some hot
tunes on a harmonica and offering a few good
dance steps.

Julia Garity, the blue singer who is always
popular at this theatre, comes to sing “Swanee
Shore” and “Sing Me a Baby Song.” Miss Garity
has personality and a good voice, 60 that her
blues go over fine. She is well suited to this
type of entertainment.

For the finale the entire cast appears, each doing
a bit with the band rendering good music for
the finale.

Observations : This week’s show is a definite

improvement. It is much shorter, the tempo is
much better, with the entire show swinging along
with speed and snap. The acts are spotted much
better so that the show does not drag in places.
The setting has been constructed with thought and
care to details and the calibre of the acts is higher
than usual.

St. Louis Missouri

Week Ending September 23

Jimmie Hodges offered his second all-new musi-
cal production called “Broadway Nights” on the
stage during the week.

In addition to the regular stage orchestra organ-
ized by Hodges and the Missouri Ensemble,
“Broadway Nights” included four special acts.
The acts were Julia Garity, blues singer: Monte
and Carmo, acrobatic buck dancers ; Frank Ridge,
tenor soloist, and Milo, singing comedian.

For his overture Leonid Leonardi offered a med-
ley of popular operas.

At the organ Milton Slosser entertained with a
community 6ong, entitled “The Haunted House.”

St. Louis Loew’s State

Week Ending September 23

The orchestral and organ accompaniment for
the week was arranged especially for the proper
showing of the feature picture, “Ben Hur.”

There was no special show during this week.

MIGUEL GALVAN

“The Spanish Banjo-Boy"

Opens in a PUBLIX
STAGEBAND UNIT, this week
Direction— William Morris Agency

BERNARD COWHAM

Oriental Theatre, Milwaukee

Formerly Solo Organist at the

Bijou Dream Theatre Epilepsy, Iowa, and

Pastime Theatre Broken Arch, Idaho

RAY TURNER

Now at B & K McVickers Theatre, Chicago

BROADCASTING OVER WEBH — WJJD

Jesse Crawford Concerts

With Mrs. Crawford at Stage Console

Paramount Theatre, New York

At the Cross Roads of the World

40

EXHIBITORS HERALD

October 1, 1927

Chicago Capitol

The Vitaphone occupies again a substantial
portion of the attention of the audience at the
Capitol theatre this week. Several new offerings
were made, including Charles Hackett, “America’s
greatest living tenor,” in a costume production
of Song of India and Waters of the Nile. Of
course there is no necessity of commenting on
Mr. Hackett or his voice. His reputation is
international. The rendition by vitaphone was
superb, rendering each shading of the singing with
perfection.

The stage show began with a striking “Sun-
flower” setting and the opening number was an
imitation of a colored jazz band in the South
playing with real vim.

Next was a number entitled “Sweet Songs of
Old” by Fein and Tennyson. The lady of the
team sang portions of the Habanera from Car-
men and of Madama Butterfly. A striking ballet
number followed, which was very effective.

Ted, Lewis, Jr., whose clarinet solos are be-
ginning to be known all over Chicago, was the
next entertainer whose efforts were received with
favor. He was succeeded by one of the clarinet
players of the orchestra (name not furnished)
who sang “Oh, What a Beautiful Night” through
a megaphone from his seat in the rear ranks of
the orchestra. The megaphone helped throw his
voice over the front ranks of the band, and helped
"put it over big.”

Eddie Cox — introduced as “The man with the
$1,000,000 personality” — sang and danced to
excellent applause. His imitation of Richman,
of the Scandals, 6inging “This Is My Lucky Day,”
had the audience rolling with laughter.

But the hit of the whole show, and one which
practically stopped it for several minutes, was
the team of young fellows called Quail and Kelly,
who rendered a number of comic songs with such
earnestness and such sad faces that the audience
was almost in tears from laughing. The applause
they received was nothing short of thunderous.
After delighting the folks with an encore “ ’Neath
the Crust of the Old Apple Pie,” they showed
what they could do in the line of buck and wing
dancing and there were a number of brand new
steps included in their program that made every-
body sit up and take notice. There is going to
be a big demand for Quail and Kelly, or we’ll
miss our guess badly.

Eddie Cox then came back again for the finale,
with a song entitled “The Call of the South” in
which orchestra and several principals joined, with
a repetition of the sunflower setting of the opening
scene. Very effective and well received.

The picture was “The Joy Girl” with, Olive
Borden.

Kansas City Mainstreet

Week Ending September 23

Walter Davison and His Louisville Loons cele-

brated their thirteenth week at the Mainstreet this
week as the orchestral attraction, playing popular
selections as an overture.

Wade Booth, baritone, offered a wide variation
of vocal selections. Gordon and Groff were seen
in a comedy skit titled "A Recital Classique,”
while Bernie Green not only proved himself a
good violinist, but a good dancer as well. Douglas
Charles and Company have an entertaining skit
titled “Something Different.” The Melroy Sisters
offer vocal numbers.

Chicago Diversey

Week Ending September 25

This Orpheum theatre still continues as a band-
show house with feature film on a split week
policy basis. Johnny Perkins is still mastering
ceremonies with Austin Mack and his Serenaders.
The last half show ran as follows:

Opening: In full stage with band playing

“Highways are Happy’ Ways” as Ralph Kirk, the
banjoiet, 6ings a chorus of the song.

After this number Johnny Perkins makes his
entrance and introduces the Arnautt Brothers
who have been reported in these columns before
and who again 6cored heavily with their novel
routine.

Ruth Granville followed them in a clever offer-
ing of saxophone selections of both popular and
classical style. She is termed as America’s fore-
most saxophonist. Miss Granville has appeared
in picture houses around this territory before but
this is her first reappearance for quite some time.

Austin Mack next delivered a specialty on the
piano, being an arrangement of “Some of These
Days” and assisted by Bob Jones, the cornetist,
Mack Wheeler, trombonist, and Jimmy Julian, the
drummer, who also sings, all doing specialties
throughout this number as the rest of the boy6
play the tune for all they are worth.

Johnny Perkins followed with “Just Another
Day Wasted Away,” and although Johnny had a
bad cold he made a good job of his routine and
proved as popular as ever.

He was followed by the Arnautt Boys again with
the second part of their routine which almost
disrupted this show.

Florence Brady, formerly of musical comedy,
made her first appearance as a presentation artist,
singing “At Dawning” and “Here Comes the
Showboat.” This young lady, who formerly did
a routine in vaudeville with a man, has a fine
voice and extremely pleasing personality which
should get her far into this class of work. As an
encore she delivered “I Can’t Believe You’re In
Love With Me.”

A very clever band arrangement of “Magnolia”
followed as the finale with Miss Brady and
Johnny Perkins singing, with Ruth Granville
playing same on her saxophone.

Chicago Chicago

Week Ending September 25

The Duncan Sisters, in the film “Topsy and
Eva” and in a Los Angeles version of their old
familiar vaudeville act on the stage, were the rea-
sons for stand-out crowds at the Chicago this
week. No wonder.

H. Leopold Spitalny opened the show with
something they trailered as an “Orchestral Fea-
ture,” which differs from the same theatre’s and
leader’s “orchestral productions” in that nobody
works on the stage with it, and there was the
usual applause that this polite audience gives any-
thing which seems well intentioned.

Henry B. Murtagh performed one of his “Orig-
inal Murtagh Novelties,” and if you think that
phrase doesn’t mean anything, you haven’t been
listening. Near the end it ran into a community
sing, following straight rendition of various num-
bers, and how Murtagh can play that calliope, and
everybody shared the organist’s never over-expan-
sive smile at the finish.

The Duncan Sisters had the spot ahead of the
feature picture and opened with a ukelele number
snapped off in the Duncan manner, than which
none is snappier. Working with two pianists in
the pit, the orchestra staying out for their stretch
of the show, the girls progressed from the open-
ing knockout through successive numbers, cul-
minating in a couple of encores (practically never
permitted at this house) and a pair of curtain
calls. Had they been a little more superhuman
than they are, they could have worked all night.
(Note: If anything can be done toward con-

vincing the Duncans that they ought to forget
revue and go in for presentations, whole-hog-or-
none, it should be done without delay. They not
only click, but deserve to, which is a quite differ-
ent and most worthy thing.)

Observation : The Chicago, all week, was just
a little less accessible than Sbldiers’ Field.

N. B. — Soldiers’ Field is the place where Gene
Tunney and Jack Dempsey conducted their pyjama
party.

Kansas City Newman

Week Ending September 23

Jules Buffano and His Newman Merry Makers,
permanently attached to the Newman as the or-
chestral attraction, were seen with a lively group
of entertainers this week in a program titled
“Toyland.” The presentation, a Publix produc-
tion, naturally depicted the characters as toys of
various types and ages, the scenes being confined
to three settings.

Frank Hamilton and Ginger Rogers offered
musical and dancing numbers, as did Johnny
Dove. Caffery and Miller were seen in a novelty
dancing number, while Mitzi May Fair offered
vocal and dancing numbers. The Marie Kelly
Dancers were sandwiched into the program at
frequent intervals.

The Merry Makers offered popular selections as
an overture.

Chicago Stratford

Week Ending September 25

A lively show, bringing forward a number of
old favorites of the Chicago public, features the
Stratford this week. Of course Ted Leary is the
usual 75 per cent of the stage production, and we
compliment him on the new wise cracks he in-
serted in the performance. The Dempsey-Tunney
fight result came in for several “digs” and each
one brought an uproar from the appreciative
audience.

The great favorite song “Baby Your Mother,”
played on the organ by Doris Gutow, seems to
continue its hold on the public as was evidenced
by the applause which followed its playing and
singing. Phil Howard sang “Tomorrow” with
telling effect.

Ackerman and Dick, a good team of soft shoe
dancers, followed and seemed to please the crowd.
They were succeeded by George and Lilly Gardner
in an elaborate xylophone duet, in which ragtime
and classical music vied for popularity.

The orchestra, with Ted Leary as the chief
instigator of the mischief, then gave a novelty
song entitled “I Walked Back From the Buggy
Ride” in which several members told of their
experiences when they “walked back” — to the
howling of the delighted audience.

Russell and Maggie next tried to amuse by a
song-and-dance act, but their efforts were a bit
weak, especially as they followed such a knock-
( Continued on page 41)

THE PROGRESSIVE ORGANIST

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KENNETH ANDERSON

Featured Organist

METROPOLITAN

THEATRE p¥I|p KCfl

(Formerly Ascher) vlll VX&Vj V

(Photoplay Syncronizing a Specialty)

AVAILABLE OCT. 8th

HAROLD J. LYON

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COSTUMES FOR HIRE sekssb. BROOKS

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October 1, 1927

EXHIBITORS HERALD

41

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: Just
a few lines, everything’s fine and hope the same
from you.

Had a good offer so am back in vaudeville
again for a while, but will go back to the Cafe
in Chi, and I also had an offer to go to the
Indiana Ball Room again.

I would appreciate it very much if you would
send me your prices and some information on
your contract advertising, in the “Exhibitors
Herald.”

Am sorry to say I never did receive a copy of
the Four Season’s Cafe where I had the Orchestra,
and you can send me a copy if you have one.

Hoping to hear from you as soon as you re-
ceive same I remain, sincerely — ANTHONY
AMEDIO, Keith’s 105th Street Theatre, Cleveland,
Ohio.

PRESENTATION ACTS— To the Editor: I am

enclosing an article which I would appreciate
your publishing in the “Exhibitors Herald.”

This will be to the advantage of all music
publishers and I am sure they will be very grateful
to you if you would publish same. Thanking
you very kindly, I am, sincerely yours — ERWIN
BARG, Milton Weil Music Co., Chicago, 111.

PRESENTATION ACTS— To the Editor: At-
tached is a story, rather lengthy, but nevertheless
all true.

The manner of publicity we have acquired
through this particular troupe of dancing girls is
marvelous, we have been exceedingly careful in
selecting them, they have received a wonderful
system of dancing education through the Tiller
Studios, they are marvels at dancing, looks as
well as business intuition, they are experts at
advertising the Plaza and I have kept them at it,
we have now had them with us for one year and
a half and are worth any story I can get for
them.

After they open the new Paramount theatre
in Paris next January 1, expect to arrange for
them to go to the U. S. A., where I know they
are going to be a sensation.

You will do me a great favor if you can see
your way clear to publish this story, it is a little
different angle than the regular presentation
story, I feel that it will create a little interest
throughout the trade and might incidently help
next year if I bring them to America.

Enclosed are some photographs of them as a
group, also two pictures of Miss Ethel Helliwell
who is in charge of the girls and who has done
wonders in perfecting them to the degree which
they are now in.

Trusting I will soon have the opportunity of
seeing you personally in the U. S. A., and, with
all kind regards. I am very sincerely — -

FRANCIS A. MANGAN, Plaza Theatre, London,
S. W. I.

Presentation Editor,
EXHIBITORS HERALD,

407 So. Dearborn St.,

Chicago, 111.

Dear Sir:

For the information of other or-
ganists, I wish to report that I
used

for my organ solo the week ending

(Signed)..
(Theatre)
(City)

STAGESHOWS

( Continued from page 40)

out as the one ju6t mentioned.

Ted himself then gave his version of “Are You
Lonesome Tonight” and there was no question
as to who is the popular drawing card at the
Stratford. He followed it with a comic song
entitled “Angel Eyes” which wound up an excel-
lent performance.

The picture was “The Blood Ship,” with Hobart
Bosworth in the stellar role.

Chicago Oriental

Week Ending September 25

As we scan the recent reviews on Paul Ash
shows we find a predominance of comments run-
ning something like this: Paul Ash’s best show
to date. Despite that we are forced to repeat this
week that last week’s show was one of the peppi-
est and one of the impresario’s best to date.
And that’s an honest opinion, too. To Louis
McDermott must go credit for the colorful staging.

The show was called “Doll House Follies,” and
certainly the doll house motif was carried through-
out. Paul Small and members of the orchestra
wore red outfits patterned after the tin soldier
of the toy shop. The dancing girls likewise
adhered to this costuming.

The show opened with the band playing behind
the lowered curtain, which was raised, disclosing
only a doll house from the interior of which came
the refrains from the instruments. Small entered
and sang an introductory tune, followed by the
entrance in pairs of the dancing girls, each pair
costumed differently. It was a live opening that
served in a fitting manner for the entrance of
Ash.

As Ash came on a drop in the front of the
doll house raised disclosing the band. Their first
selection was “So Blue,” in which was interpolated
“Rhapsody in Blue.” Very appealing and also
reminiscent of a previous blue arrangement by
Ash. This arrangement, however, struck a more
responsive chord — speaking personally.

Next Ash introduced Sylvia and Clemence, a
pair of tap dancers who drew a big hand. These
two girls are clever, especially when you consider
that their tap was to the tune of “Poet and
Peasant.”

A new number, “Dawning,” was the next selec-
tion by the orchestra. The platform on which
the players sat moved out of the house and a
colorful drop was lowered. Small sang, with the
orchestra members joining him on the chorus.

The drop which formed the front of the doll
house then was raised disclosing a little doll
house tucked away on a raised platform behind
the orchestra. A banjo player (we’re sorry we
don’t know his name) entertained — ami how. He
made the strings talk, which brought some patter
from Ash. As he played eight dancing girls
joined him on the platform and did their steps.

Following this came Ash’s friend, Tyler Mason,
a blackface, who sang “Somebody to Lullaby Me”
in a tantalizing way such as is generally asso-
ciated with A1 Jolson. He also sang “Russian
Lullaby.” Mason has a good line of chatter that
brings the laughs and a good hand.

Fritz and Jean Hubert entertained with a drunk
dance that can’t be excelled. If you haven’t seen
them you have missed a big laugh, a lot of fun,
and two of the best dancers on the stage.

Gertie Stewart, a youngster of promise, was
introduced by Ash, and as all clever youngsters
do, she brought a great hand with her song and
dance.

The show, which was rather long, closed with
“Hallelujah,” with the girls all in for their final
6teps. Don’t think that it wasn’t a wow of a
show.

Henri Keates at the organ kept the house in
good humor with his “Round by Round” report
of the famous Dempsey-Tunney fight. Both his
slides and his parodies were commendable. He
gave the payees their money’s worth with an
endless number of selections, including "East Side,
West Side.” “On Wisconsin,” "A Night in June,”
“Bye Bye Blackbird,” “I Ought to Be Happy,”
“Butterfly,’ and others.

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

ORGAN SOLOS

Henry B. Murtagh (Chicago, Chicago) had so
much to. do with the show that his part of it is
written inextricably into the writeup of the same
on another page.

Edward K. House (Chicago Granada), the sing-
ing organist, gives one of those “which is more
popular old or new songs?” presentations this
week and the audience liked it a great deal. He
offeied Baby Your Mother,” “Memories,” “Sing
Me a Baby Song,” “Old Mill Stream,” “Just Like
a Butterfly,” “Sweet Adeline” and "Just Once
Again. ’ The slides and arrangement were very
good and won a good applause.

Edmund C. Fitch (Chicago Sheridan) cashes in
on the big fight this week in Chicago and calls
his organ presentation “Ringside.” The slides
have more sense and humor to them than do most
slides and the whole idea is above the average.
He offers “Sundown,” “Me and My Shadow,”
“Absolutely, Positively,” “You Don’t Like It, Not
Much,” "Dew Dew Dewey Day” and “Sing Me
a Baby Song.”

Edward Meikel (Chicago Harding) presented
a “Request” solo this week in the form of fan
letters flashed on the screen using “Ain’t She
Sweet,” “Sing Me a Baby Song,” “Sundown” and
“Just Once Again” as his popular selections. A
fan letter written in German and the reproduc-
tion of the last four song covers were the out-
standing features of this stunt, which secured as
usual the encore for Meikel, this time being
“Yoo-Hoo.”

Preston Sellers (Chicago Senate) offered a
similar stunt this week that was also done by
the Harding theatre U6ing Requests from fans
and offering the following selections of songs,
“Grand and Glorious Feeling,” “You Don’t Like
It, Not Much,” “Just Once Again” and “Sun-
down.” The outstanding number that was sung
by the entire audience was “Just Once Again”
which won Preston an encore of “Sundown” again.

Milton Charles (Chicago Uptown) offered a
clever stunt this week called “Stop, Thief,” using
four popular songs as the theme to convey the
originality of their tunes. They were as follows :
"Impromptu” tune by Chopin as the original
theme for “Chasing Rainbows.” “Aria from La
Tosca” for "Avalon.” “Merry Wives of Windsor”
supplied “Marcheta.” “Humoresque” supplied
“The Highest Mountain.” “One Summer Night”
was taken from “Songs My Mother Taught Me”
by Dvorak. This idea of “6ongs of today were
6ongs of yesterday” was very clever and very
interesting to this audience.

Don Pedro Espinosa (Chicago Ambassador)
offered for his organ solo “Please Tell Me Wlhat
to Do.” a strictly Irving Berlin stunt which had
illustrated slides on “Russian Lullaby,” “Me and
My Shadow” and "Dewey Days” with comedy
patter on same. Don Pedro is very popular here
for his community program and is known as the
“soulful organist.”

William Walker (Chicago Tiffin). This organist
rotates with W. Remington Welch, between the
Tiffin and Manor theatres, Chicago. This week’s
solo consisted of “What Is Your Favorite
Flower?” that took in several of the popular
tunes which served as a community stunt.

Francis Kromar (Chicago Diversey) called his
stunt this week “a grown-up baby jingle” using
“Sing Me a Baby Song,” with comedy words to
the tune of “Yes, Sir, That’s My Baby” inter-
polated with the other number. According to
the reception accorded it, he could have played
another encore.

Grace R. Clark (Chicago Crown) had a novel
stunt this week for her community singing class
called “School Days.” Her audience represented
the class and she acted as the teacher, using
comedy slides for questions. The song program
consisted of "Hoosier Sweetheart,” “Russian
Lullaby,” “Morning Glories,” “So Blue” and “If
You See Sally,” which won her a fine reception.

Don Isham (Chicago Embassy). This chap has
a clever way of introducing new songs to the
audience by first requesting them to sing tunes
they are acquainted with using first “A Trick
in Picking a Chick” and “After I’ve Called You
Sweetheart.” He then follows with “Dawning”
and “Just Once Again” to which he plays several
choruses in his own individual style ending with
“Highways are Happy Ways.”

42

EXHIBITORS HERALU

October 1, 1927

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

THOSE DUNCAN SISTERS

T

I HOSE Duncan Sisters were at the Chi-
cago last week, in flesh as well as film, and
getting into the place became more and
more difficult as the week progressed. As
their Chicago drawing power (personal) is
probably greater than the same girls enjoy
elsewhere, this is not particularly enlight-
ening information. I will attempt, there-
fore, to take it apart, knowing in advance
that this and all sundry attempts of this
kind by this and all sundry writers are
the height of something or other closely
resembling the ridiculous.

I go, as the vaudevillians say, for the
Duncan Sisters as stage entertainers. They
have a way with the ukulele, with the snappy
lyric, with the rather blue gag and the tart
comeback. They are personable as to ap-
pearance, surprisingly agile vocally, wise as
to audience reaction and competent in
this, their chosen medium. If any attrac-
tion were capable of luring me into the
town’s best vaudeville theatre it would be
this team. I admire their stage work great-
ly and the populace, by and large, seems to
share my admiration.

The girls will not go with their picture
(“Topsy and Eva”) into all its exhibitions,
however, nor will their personal hold upon
the public be in all cases a factor upon
which exhibitors of the film may depend.
In these cases I should like to witness in
person the audience reaction to what’s
been done with good old “Uncle Tom's
Cabin.” If I were an exhibitor and had the
picture to play I would burn up lots of news-
paper columns with copy aimed to bring
the people in laughing. In other words, I
think the picture is pretty bad, not only as
to execution, which is less important than
usually, but in idea as well. I think the
latter is a bit suicidal.

The title, of course, should warn the
folks not to expect “Uncle Toni’s Cabin.”
The picture, however, looks more like
“Uncle Tom’s Cabin” than anything else
and that play is a pretty thoroughly estab-
lished tradition. Perhaps it can be suc-
cessfully burlesqued, in fact it has been
burlesqued by Sennett and other dealers in
short footage, but this thing isn’t a bur-
lesque. It is a broad rewriting of the origi-
nal and in my estimation the man doesn’t
live who can rewrite Mrs. Stowe’s plot and
get away with it.

The picture runs pretty closely along the

By T. O. SERVICE

original trail of the play but steps off into
slapstick for long stretches that aren’t par-
ticularly funny. The Duncan sisters, work-
ing without voice and minute-to-minute
volition, aren’t so good. If they were Jen-
nie Jones and someone else equally un-
known it wouldn’t be much of a picture,
and they undoubtedly are those individuals
to most of the citizens of this nation.

I don’t believe the picture is worth all
this space but I think the idea back of it
is. I think it is one of those potentially mis-
leading examples after which a thoughtless
production organization might hurriedly
pattern innumerable similarly conceived
concoctions. If this were to happen it would
be, I think, just too bad. And of course
I may be as wrong as usual in my hunches
and the picture may do a “Mickey.”

LAUGHS FROM MULHALL

j ACK. MULHALL is funny again in
“Smile, Brother Smile,” as he has been in
practically all of his recent starts. I think
more and more of this young man as he goes
along his steady way to the top of the lad-
der, and I thought pretty well of him when
he began his climb. I hope to see him go
on until he attains that comparative secur-
ity now enjoyed by Richard Dix and ap-
proximately no other young man of the
pictures.

This young fellow (he may not be as
young as he looks but that’s beside the
point! has a smile that is good to look
upon, a dash that animates and a person-
ality that sustains interest when plot or
sequence slows up proceedings. Given ever
so slender a reason for activity, he bustles
immediately to the business of being ac-
tive and the minutes fly swiftly by. I like
to watch any of his pictures and this new
one is better than most.

The yarn, as you must know, is about
traveling salesmen. Mulhall is the one in
chief concern, hut T. Roy Barnes in the
few short scenes given him builds up a
but slightly less important claim to atten-
tion. (If somebody doesn't star this Barnes
fellow pretty soon I’ll do it myself.)
Dorothy Mackaill is the young lady in the
case but the action doesn’t give her much
to do.

I have an idea that other producers will
give the traveling salesman subject a look-

ing into after this picture gets around. The
topic is good, one of the few topics that
carry appeal for the town as well as the
city, or the reverse if you prefer, and it is
rich in recountable anecdote. There is even
tradition, for that matter, and of course
there are the Pullman stories for gag lines.

THE FIGHT

In fulfillment of my recent rash promise
to report the fight as covered with the aid
of my Atwater-Kent, I herewith declare that
some good picture producer ought to sign
up Graham McNamee. Mr. McNamee, whose
broadcasting is the best by any and all
tests, knows his oats. The gusty dramatics
that he employed for the broadcasting of
the fight are of value.

After being suitably introduced by an as-
sociate announcer, Mr. McNamee put
semblence of steam into those first two
routine rounds by skillful manipulation of
larynx, lung and epiglottis. The boys may
have been outwaiting each other, but Mc-
Namee didn’t let his hearers know it. When
the battle warmed up, subsequently, this
competent disseminator of first hand im-
pressions went along and the pressure was
terrific. It was a work of art, this man’s
announcing of the battle, and if he can
translate visual impressions into audible
expressions on the scale of this perform-
ance it is reasonable to believe that he
could make the first reels of our pictures
similarly intriguing.

For this reason, which I believe to be
excellent, I suggest that Hollywood take
this gentleman away from the microphone
and give him a dictagraph. I feel sure that
his captions would put a lot of our merely
good pictures on their feet as specials. WTiat
he’d do with the specials I decline to con-
template. _

NEWS NOTE

w ITHOUT conducting any save the
casual investigations with which theatrego-
ing can never be quite complete, and with-
out asking duly constituted authorities any-
thing at all about gross receipts or similar
matters, I am enabled by the testimony of
my own and only two eyes to report that
the recent raise of admission prices at ma-
jor Chicago theatres has not made it any
easier to get into the places without wait-
ing.

It is enough to drive any manager to publicity
madness the way those splendid Fox Shorts
keep coming to his screen; FOX NEWS deftly
presenting the "Mightiest of All” news reels
unfailingly week after week; FOX COMEDIES
and FOX VARIETIES filling the small spaces
of the program with tid-bits so good that au-
diences watch and wait for them!

William Fox presents

"PUBLICITY MADNESS"

with

LOIS MORAN and EDMUND LOWE

Just as it is the new Edmund Lowe whom your patrons
will see in "Publicity Madness”, an Edmund Lowe
closely allied to the Sergeant Quirt of " What Price
Glory”, though not so rough and twice as lovable —
so too is it an entirely new Lois Moran who comes to
your screen in this picture. Here is a bob-haired, snippy
little lady, vastly well-suited in her new dress of mod-
em chic — the screen darling of thousands of adoring
fans happily presented in new guise. Your audiences
will clamor for more of these two — cock-sure, self-
confident Edmund Lowe and superbly a la mode
Lois Moran. There will be no blue notes in your or-
chestra when you play "Publicity Madness”!

Story by Anita Loos

ALBERT RAY Production

We ll Excuse You!

Youth Slants Across the Screen!

William Fox presents

"PUBLICITY MADNESS”

with

LOIS MORAN and EDMUND LOWE

A Non-Stop Flight on the Wings of Laughter!

Again rampant youth strikes the key-note of mirthful entertainment in anothei
Fox Profit Picture made just-right for your theatre. Here young ideas auda-
ciously assail an ancient business. Modernity triumphs in a picture as
crisply up-to-date as the latest ocean air-race. Business romance,
love story, adventure, daring — fun for patrons of every type!

ALBERT RAY

Production

October 1, 1927

EXHIBITORS HERALD

43

THE FILM MART

(Special to the Herald)

HOLLYWOOD, Sept. 27. — Clarence Brown told me
today that he will have “The Trail of ’98” completed
and ready for the projection room’s final touches week
after next. He resumed shooting last Wednesday and
will spend these twenty-one or two days making the
opening shots and the introduction of characters.

The picture that has been in production nine months
and which has already run into $900,000 has been made
by procedure somewhat different from the orthodox
manner in that it has already gone through the cutting
room although the first reel was “unshot.” Brown
hoped, by that plan, to save excess footage. He made
his first cut six weeks ago and it left the production

17.000 feet in length. That will have been pared to

11.000 feet within the next three weeks when the print
will be previewed and sent East.

Alexander Korda worked his hard working cast until
half past five in the morning three times last week and
as dawn broke the third day he called quits and put
away his megaphone. “The Private Life of Helen of
Troy” is completed.

If sincerity is a criterion, Korda’s picture is tre-

mendous entertainment. Members of his cast put aside
thought of comfort in bringing to the screen the old
Greek myth. Ricardo Cortez, who has worn brass
plates from nose to toes these past seven weeks, worked
his last two days handicapped by ten boils that had
been inspired by the brass plate irritating his flesh.

(Ric says he was portraving Paris but felt more like
Job.)

Fred Niblo announced this week that he will delay
production on his Colman-Banky film until November 1.
It will be the end of October before the Gilda Gray unit
clears the Sam Goldwyn stages to such an extent that
Niblo can begin work. But he is established at the
Goldywn lot and will devote his time to preparing the
story. And that is never time wasted.

Corinne Griffith is well along with her second attempt
at making “The Garden of Eden.” Of course there is
no skepticism about this attempt as Lewis Milestone
has hold of the megaphone and he is rapidly making for
Joseph Schenck a “Garden of Eden” with all the
trimmings.

Paramount Prepares
“Abie’s Irish Rose ”

Anne Nichols, the author of “Abie’s
Irish Rose,” is in the film capitol con-
ferring with Paramount on the produc-
tion of the picture, which will begin work
within a month. Victor Fleming will di-
rect this picture, the theme of which has
been used by nearly every producer in the
last couple of years.

Paramount now has six pictures under
way and 10 are scheduled for immediate
start. Seven are now in the cutting rooms
for final edition.

The cast for “You Will Marry
Me," Clara Bow’s next picture is
now being selected. Charles
Rogers has been selected as lead-
ing man; Harvey Clark has been
given the part of a marquis; and
others in the cast include Josef
Swickard and Josephine Dunn.
Work is scheduled to begin this
week with Dorothy Arzner direct-
ing.

Holmes Herbert has just been
signed to play the part of Henry
Spoffard in Paramount’s produc-
tion of “Gentlemen Prefer
Blondes."

Norman McCloud, originator
of the Christie comedy subtitle
cartoons, and Gil Prat are sup-
plying the comedy situations for
“The Side Show ” in which Chester
Conklin and Fields are co-starred.

Roland Anderson will design the sets for
Richard Dix’s next picture, “The Gay
Defender,” which is said to be a romance
of early California, based on the exploits
of the famous bandit, Joaquin Murietta.

Bobby Vernon has started work on his
newest Paramount Christie comedy titled
“Wedding Wows.” Speed and action are
to be the keynotes of the comedy, accord-
ing to director Gillstrom.

Fairbanks Completes
“Over the Andes ” for U. A.

Douglas Fairbanks has at last completed
work on “Over the Andes,” the picture
which is perhaps better known as “The
Gaucho.” The new title has just recently
been given the picture. Filming was
started on the picture May 28. Unusual as
it may seem, Mary Pickford does a “bit”
in the picture. She appears as the Madonna
of the Shrine in the picture. It is said
that Fairbanks could be satisfied with no
other actress to take the part, small as
it may be.

David W ark Griffith has begun
work at United Artists studios on
“Drums of Love," with a cast in-
cluding Mary Philbin, Don Alvar-
ado, Lionel Barrymore and Tully
Marshall. This is the first time
in eight years that Griffith has
made a picture in Hollywood.

Edwin Carewe has signed Ro-
land Drew for the part of Felipe
in “Ramona," the picture he is
now producing for United Artists.
Drew is a former newspaper man
who left a New York paper sev-
eral years ago to take a fling in the
motion picture world. Up until
this important role was given him,
he has played only in minor parts.

With filming completed on Mary Pick-
ford’s picture, “My Best Girl,” it is ex-
pected that is will have its first public

WANTED

LABORATORY MAN for motion picture
film laboratory with thorough knowledge
of both negative and positive printing,
developing and timing, also 16 M/M
printing and developing. Must be first
class. State experience, references and
salary expected in first letter. Address
Tri-State Motion Picture Co., Cleveland,
Ohio.

showing some time early in November.

Vera Veronina will be John Barrymore’s
leading lady in his next picture “Tempest,”
for United Artists, instead of Greta Nissen
as was originally announced. This Russian
actress has just recently appeared opposite
Harry Lauder in his first film, “Hunting
Tower.”

U’s “Cat and Canary”

Opens Colony Theatre

The Colony theatre has just opened as
a Universal house and the picture chosen
for the opening was Universal’s “The Cat
and the Canary,” Paul Leni’s screen pro-
duction of the stage mystery play.

Trixie Friganza will play the role of a
vaudeville singer in “Thanks for the
Buggy Ride,” which has now gone into
production on the Universal lot.

When A1 Jolson for the first
time played in a motion picture
theatre at the Metropolitan in Los
Angeles, the picture chosen to run
with the star was Reginald Denny’s
picture, “Out All Night." The
picture and A1 Jolson broke all
standing records for the theatre.

On Oct., 30, Universal will re-
issue “Wine,” the Universal jewel
starring Clara .Bow. The picture
was made several years ago, and
deals with an expose of the then
present day prohibition situation
in America. New prints, posters
and complete line of accessories
are being prepared

“The Cohens and Kellys in Paris” went
into production last week under the super-
vision of William A. Beaudine.

Scripts are being prepared on the follow-
ing pictures for Universal : “Hey Rube,”
another Gibson starring vehicle ; “Hot
Heels,” which will star Glenn Tryon;
“Freedom of the Press,” a George Melford

44

EXHIBITORS HERALD

October 1, 1927

production ; “Finders Keepers,” in which
Wesley Ruggles will direct Laura La-
Plante; “Good Morning Judge,” Denny’s
next picture and “The Big Gun,” scheduled
as a long run special.

Pathe Changes Title
of “ The West Pointer ’

The Pathe-DeMille picture made under
the tentative title of “The West Pointer”
has been changed to “Dress Parade,” as
the final title. Donald Crisp the director,
while filming the picture at West Point
offered a prize of $100 for the best title.
Two majors and two cadets submitted the
title chosen and each received the prize.

Frank Urson has been chosen to
direct the him version of the popu-
lar stage play, “Chicago.” The
picture is to be a Pathe-DeMille
special /4s yet, the star, Phyllis
Haver, is the only one cast for
the picture.

Having hnished the camera work
on Marie Prevost’s latest star-
ring picture, “On to Reno,” James
Cruze is preparing to supervise
his second production for the
Pathe-DeMille organization, “ The
Night Flyer,” adapted from a
story by Frank H. Spearman.
Cruze has engaged Walter Lang
to direct it.

T ay Garnett, who was co-author
of “White Gold” is adapting
Leroy Scott’s story, “The Heart
of Katie O'Doone,” which will be
Vera Reynold’s next starring pic-
ture.

Clara Beranger, who has just completed
the scenario for “The Forbidden Woman,”
Jetta Goudal’s latest starring picture for
Pathe-DeMille, is at work on the screen
adaptation of “Rip Van Winkle.” The
picture will be directed by William DeMille,
with Rudolph Schildkraut in the title role.

Director E. Mason Hopper has com-
pleted camera work on “The Wise Wife,”
the Pathe-DeMille production featuring
Phyllis Flaver, and is now busy editing
and cutting the film.

F. N. Signs Larry Kent
for Colleen Moore

John McCormick, who is producing for
First National the new Colleen Moore pic-
ture founded upon a story by Howard
Irving Young, has selected Larry Kent to
be Colleen Moore’s new leading man in
the picture. It is tentatively titled “Tell
the World.” Marshall Neilan will handle
the megaphone.

George Bunny, a brother of the late John
Bunny, has been added to the cast of
“Louisiana,” which has just gone into pro-
duction with Billie Dove and Gilbert Ro-
land taking the two leading parts.

Ken Maynard should be right
at home in his next picture for
First National, “The Caravan
Trail.” It is a circus story and
shows Ken as a rider in a circus,
and Ken, in past life, was a trick
rider for Barnum and Bailey and
for Ringling Bros., so the picture
ought to be pie for him.

“Rose of the Golden West,”
starring Mary Astor and Gilbert
Roland, will be released generally
on Oct. 2.

Will Rogers and his producing
unit are back in Hollywood after
their two weeks’ stay in Washing-
ton, and interiors of " The Texas
Steer” are now being made.

Gene Towne, gag man and comedy con-
structor, has been assigned to “Man

Crazy,” the new Jack Mulhall and Dorothy
Mackaill picture.

Richard Barthelmess now has two pic-
tures running on Broadway. The second
to start its run is “The Drop Kick,” which
opened at the Strand theatre on Sept. 17.
The other is “The Patent Leather Kid,”
which will probably be seen at the Globe
theatre for some time to come.

F B O SigJis Cameron
for “Coney Island”

Rudy Cameron has been signed to play
the leading male role in F B O’s “Coney
Island.” Lois Wilson plays opposite him
and Lucila Mendes and Ralph Ince are
featured in the picture.

Robert DeLacy, director, Patsy Ruth
Miller and others in the cast of “Red
Riders of Canada,” have left for Mammoth
Lake, in the Sierras, where the picture is
to be filmed.

The 13 year old Buzz Barton
is now on location for the filming
of “The Little Buckaroo.” Louis
King is directing. The Buzz
Barton pictures are a new type
of Westerns, and I see no reason
why they should not prove suc-
cessful. The kid is a corking
good, little actor, and the way he
rides his pony is a delight to the
eyes.

Final scenes for “ Driftin’
Sands,” starring Bob Steele, have
just been filmed at F B O studios
under the direction of Wallace
Fox. This is the third production
the 21-year old Western star has
made in his series for F B O and
is built around a story of the
Texas-M exican border.

“Shanghaied,” an F B O “Greater Attrac-
tion,” which, recently ran for a week at
the Hippodrome, played to capacity houses,
and Patsy Ruth Miller, v^ho was starred
in the picture, made a fine impression
upon the audiences.

M-G-M Plans Picture
For Ramon Novarro

Metro-Goldwyn-Mayer is preparing a
new picture for Ramon Novarro which is
scheduled to go into production soon.
Although it is as yet untitled, it is to be
a romance of modern Europe with Novarro
playing the part of a young king. Renee
Adoree will play opposite him, and Roy
D’Arcy has been cast for an important

Release Dates

WEEK OF OCTOBER 2

“The Gingham Girl” F B 0—6301

“The Life of Riley“— First National— 6720

“Silk Stockings’” Universal 6166

“Ben Hur”— Metro-Goldwyn-Mayer— 1 1693

“Shoo tin' Irons” Paramount 5179

“Grandma's Boy”— Pathe— 4750

“The Publicity Madness” Fox 5893

“Silver Valley”— Fox 5011

WEEK OF OCTOBER 9

“Ranger of the North” F B 0—4966

“Cheating Cheaters”— Universal— 5623

“Breakfast at Sunrise” First National 6222

“Shanghai Bound” Paramount— 5515

“A Gentleman of Paris” Paramount 5927

“Ride 'Em High'*— —Pathe— —4542

WEEK OF OCTOBER 16
“Shanghaied”— F B O 5999

“Spring Fever” Metro-Goldwyn-Mayer— 67 05

“The Obligin' Buckaroo”— Pathe^— 4575

WEEK OF OCTOBER 23

“The Boy Rider” F B O 1854

“American Beauty” First National 6333

“Combat” Pathe 5100

“The Chinese Parrot”— Universal— 7304

WEEK OF OCTOBER 30
“Les Miserables”— Universal— 77 13

part in the picture which Harry Beaumont
will direct. The story hinges on court
intrigues, political marriages and the mod-
ern problems of a European monarch in
a life amid royalty.

Marcelin Day, Ralph Forbes and .
“Flash,” the police trained ger-
man sheppard dog, have been cast
for the M-G-M picture, “ The Dog
of War.” The dog is starred, and
it is his initial starring picture.
The story which was written by
Norman Houston has a back-
ground of war and will depict the
heroism of war dogs under the
most distressing circumstances.
Stuart Paton will direct the pic-
ture.

Ivan Linow, well known wrestler, has
temporarily forsaken the mat for the
Kleigs. He has been engaged for a role
with Karl Dane and George K. Arthur
in “Baby Mine,” the film version of a suc-
cessful stage play. Charlotte Greenwood,
the stage comedienne, is making her film
debut in the new picture, which Lew Lip-
ton is directing.

Tiffany Completes
“Once and Forever ”

Tiffany has just completed production
on “Once and Forever,” which stars Patsy
Ruth Miller with John Harron playing
opposite her and others in the cast are
Burr McIntosh, William V. Mong, Paulette
Duval, Emily Fitzroy, Adele Watson and
Vadim LYaneff.

Filming has started on Tiffany’s
“Night Life,” the cast of which
includes Alice Day, John Harron,
Eddie Gribbon, Walter Hiers,
Patricia Avery, Earl Metcalfe
and Lionel Braham.

Belle Bennett has been cast
for one of the principal roles in
the Tiffany production, “Wild
Geese,” a picturization of the
well known novel of the same
name by Martha Ostenso. The
fest of the cast is to be announced
soon.

Tiffany has selected the following play-
ers for its first Jack London story, “The
Ghost Ship” : Dorothy Sebastian. Montagu
Love, Tom Santchi, Pat Harmon, Ray
Hallor, Bud Duncan and others.

Fox Signs Bernstein
to Write Five Stories

Henri Bernstein, editor of several suc-
cessful Parisian stage plays lately, has con-
tracted with Fox Films to write five or-
iginals for Fox. This will be the first
time that the French dramatist has written
for the screen. He will arrive in New York
shortly and go directly to Hollywood.
Motion picture rights have been bought for
a number of European novels, and the
services of several other European play-
wrights have been secured by Fox.

Work has begun on “B alaoo,”
the mystery play by Gaston
Leroux, and Richard Rosson is
directing. Edmund Lowe and
Leila Hyams have the leading
roles.

Production on “Very Confiden-
tial,” Madge Bellamy’s new pic-
ture for Fox, has been finished
under the direction of James
T inling.

Olive Borden is due to start work this
week in the stellar role of “Come to My
House” at Fox studios. The story is by
Arthur Somers Roche. Ben Bard has been
cast to play the “menance” and Alfred E.
Green will direct.

October 1, 1927

EXHIBITORS HERALD

45

[THE THEATRE]

JLAJL )e/>grfmen£ of JVacto/ Showmanship ^

PRODUCER’S TRADE ADS BASIS OF
EXHIBITOR’S NEWSPAPER CAMPAIGN

Earle Payne Finds
Trade Ads Make
Good Local Copy

Earle Hall Payne, manager of the Ken-
tucky theatre, Lexington, Ky., a theatre of
the Lafayette Amusement Co., has found
that the advertising used by producers in
trade papers, has more uses and value
than merely to advertise the producers’
products to exhibitors.

Payne believes that the same advertis-
ing, with a few minor changes, can be
used to advertise the same pictures to the
public. And this is exactly what Payne
does. He lifts the producers’ ads found
in trade papers, almost in their entirety,
and runs them in his local paper as a
series of ads to advertise the pictures to
his public. Slight rewording is made so
that they will read correctly to the public.

All of these ads, which are reproduced
on this page, were run in the local news-
paper of Lexington. They are Paramount
advertisements, prepared by Russell Hol-
man, Paramount’s advertising manager,
and appeared originally in Exhibitors Her-
ald. We have reproduced one of the ads
as it appeared in the July 23 issue of the
Herald, together with the same ad as
Payne used it, with slight changes.

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

I am attaching four ads which
are the first four of a series. /4s
you will readily see, of course,
they are lifted almost in their en-
tirety from the Paramount trade
paper advertising, slightly re-
worded so that they will read cor-
rectly to the public, instead of to
the exhibitor.

We are running one each Sun-
day, and will continue them for
several weeks.

Very truly yours,

EARLE HALL PAYNE,
KENTUCKY THEATRE.

This seems to us to be an excellent
means of advertising pictures to the public.
It stands to reason that if a producer’s
advertising will meet the critical approval
of exhibitors and sell the pictures to them,
the same advertising should sell the pic-
ture to the public. Producer advertising
in trade papers is the result of much time
and intelligent effort. The best advertis-
ing men in the industry are employed to
prepare it.

bloc!: or f laming orange ?

versus

U Yesterday tS< motion picture business wu itiD
playing with doll*- Today “The iVay o! All Fle*h”
(core* ■ roaring, resounding hit A triumph lor
J minings H Audience* thunde- approval acrot*
the nation. H “Way ol All Flea” — a* far from
what yon called a great picture n the past a* the
modern Hopper is from grandmother. Tuned to the
thought* and desire* and standarih ol these breath-
less, changing timet! Searing, belrt-rendering, so
real it hurts— and they love it! Jainings, with that
great added »omethmgs that exalts "Way of All
Flesh" to triumph. 51 Giant among pictures,
f Only at the Kentucky will you see a Janningt
from Paramount. This and other new world pic-
tures are on the way, “Beau Geste,’ “Metropoli*,”
“Chang,” "Underworld." 1) Expiring new fields.
Venturing where others fear to tread. That is Para-
mount. All ol these New pictunsgrom Paramount
are coming to the Kentucky, you town theatre, also
geared to these changing time>

these

changing

times

*5 Yesterday's "bathing girls" arrayed like Astor’s pet horse. . Today, skin-
tight, one-piece beauties. <] Yesterday, wheezing, one-lung autos. Today
Packard and LaSalle.' f Yesterday movies. Today pictures ol the new world
from Paramount like "Beau Geste,” '■’Cftarrg," “hitlrcpoiii, ‘Vndtr-
world,” "Way ol All Flesh,” coming to the Kentucky, your theatre, as
modern as tomorrow’s news.

46

EXHIBITORS HERALD

October 1, 1927

“I TELL MY PATRONS THE TRUTH
WHEN THEY ASK ABOUT PICTURES’’

*‘T T ONESTY is the best policy” is not the newest wheeze in the

I 1 world, yet it still holds true. And J. A. Rowan, manager of the

A. _L Moonlight theatre, Kingston, W. Va., has found that the policy
works especially well for a motion picture exhibitor.

“My projectionist and myself have been
here for years and our patrons often ask us
what we think of the shows we have
booked,’’ says Rowan, “and we find it pays
to tell them the truth. If we do think a
picture will not appeal to that particular
patronage, we do not hesitate to tell them
so, and the patrons have come to look
upon us as their guide.”

Rowan’s theatre is located in the midst
of mining camps, and his experience there
for many years has given him a fine
knowledge of what such a patronage de-
mands in the way of pictures. Here is
his letter to the theatre :

Editor, THE THEATRE,
Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

High averages on Western or
feature comedies are not unusual
here, for the above class of pic-
tures are really the only kind that
will bring out the coal camp pat-
ronage. And that usually irre-
spective of the weather. This is
not a random statement, for we
have experimented with the so-
called star pictures of United Art-
ists, Metro-Goldwyn-Mayer, Para-
mount, F B O. Fox, Warner, First
National, etc., over a period of
years. And while the better class
of patrons will come out at ir-
regular intervals for the high
priced, indoor shot pictures, it is
the Western fan that we depend
on for the high average picture.
And we try to book about two
action pictures out of every three
thrown on our screen.

We have a population of about
1100 and in proportion I believe
we put across as much advertising
as a city. We have a weekly pro-
gram printed, in 1000 lots, which
program is distributed from door
to door on the Saturday morning
preceding the following week’s
pictures. A supply of these pro-
grams are left at the camp wel-
fare building, the coal company’s
commissary, and the patrons of the
Saturady night’s show receive one
covering the following week’s
shows. In addition to this we run
a slide covering every feature
booked, and use a one, three or
six sheet at the intersection of the
leading cross roads in the camp.

So all told, every family in camp
is told in one way or another the
attractions booked.

My projectionist and myself
have been here for years and our
patrons often ask us what we think
of the shows we have booked, and
we find it pays to tell them the
truth. If we do think a picture
will not appeal to that particular
patronage, we do not hesitate to
tell them so, and the patrons have
come to look upon us as their
guide.

We have found that the follow-
ing classes of pictures are death
to our box office: costume, sea

story and race horse pictures. And
no amount of advertising has been
able to interest the patrons in
them.

Sincerely,

J. A. ROWAN.

Such are the experiences of a man who
has made a thorough study of the wants
of his patrons.

Publix Theatres in
Houston Have Man to
Get Window Displays

Publix theatres in Houston claim an
employee that is unique as far as investi-
gation shows. He is Tony Prince, whose
sole job consists of obtaining window dis-
plays and obtaining commercial tie-ups for
the Metropolitan, Kirby, and Queen. Tony
is a Scotchman, and his ancestry saves the
three theatres many passes.

Each week, he obtains locations for over
100 window cards from each theatre, be-
sides securing elaborate displays from
Main Street stores. On special produc-
tions, such as “Big Parade,” “Ben Hur,”
“Rough Riders,” and the like, Tony some-
times has as many as 500 window cards
on one picture. He also distributes her-
alds, throwaways, novelties, etc., for the
company.

Tony came to Houston from Memphis,
where he was employed by Publix theatres
in a similar capacity.

Do You Capitalize
Exploitation Plans
in Press Sheets ?

What do you do with the press sheets
that are sent you? Do you toss then in
the waste basket, or do you read them to
get good ideas for exploitation?

In almost every press sheet that is sent
out, there is at least one exploitation plan
that an exhibitor can use. In looking
over press sheets we find exploitation
plans that should produce results for ex-
hibitors :

In the press sheet sent out by F B O for
its picture, “The Gingham Girl,” is a plan
that sounds good. It is a tieup with a
local merchant. Here is the plan : In
conjunction with the merchant’s gingham
week have him run a display window in
which stills from “The Gingham Girl”
have a prominent place. As an additional
incentive to speed up his sales let him
have a number of tickets to your show at
a slightly reduced rate, which he will dis-
tribute to people who buy more than a
certain amount of gingham goods at his
store during the showing of the film. This
stunt will not cost you a cent, and the
tradesman can arrange his prices so that
he, too, is covered.

In the First National press sheet for
“Rose of the Golden West,” is a good
exploitation suggestion, which offers a
good school children tieup. It suggests
to arrange with the local school to con-
duct a contest for the best essay on the
chapter of American history told in the
picture, and to run a special Saturday
morning showing at special prices for the
children participating in the contest.

A two-page spread of the inaugural issue of Ascher’s Sheridan Magazine, the
house organ of the Sheridan theatre, Chicago, 111. It is a monthly, 12 pages,
and six by nine inches in size. The cover for this first issue carries a two-
color picture of Verne Buck, the theatre’s popular orchestra leader. As seen
from these two pages, the magazine has a pleasing makeup.

October 1, 1927

EXHIBITORS HERALD

47

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Lauds Quigley Plan

CLEVELAND, OHIO. — To the editor:
I have read with keen interest your edito-
rial of September 17th, “Advertising Pic-
tures.” You have struck the keynote.

I have recently visited Hollywood and
while there made a closeup study of motion
picture production, their methods of expan-
sion and publicity planning.

I have talked with several exhibitors in
our large cities. I have also looked into
marketing systems in New York. There
is certainly room for improvement.

I have been in the newspaper advertising
field over 20 years and have been employed
in many large cities in the executive cap-
acity of advertising director, advertising
promotion manager and associate publisher
and I know that a group plan of motion
picture educational advertising in the daily
newspapers throughout the country would
be of inestimable value to the motion pic-
ture industry.

Such a plan can be successfully worked
out and effectively put through and the
final result would be the backing of the
daily press of the nation. More power to
you. — E. Lawrence McCarthy, City Club,
Cleveland, O.

The Lowdown on J. C.

ELGIN, NEB. — To the Editor: (Writ-
ten from Salmon, Idaho.) I have just taken
a peek at the letter which J. C. just wrote
you, and I want to take exceptions to
some of the statements which he made.

In regard to the mirrors he certainly
had his imagination working over time. It
is true that I said that a system of mirrors
could be arranged on those sharp turns to
notify the motorist approaching from the
opposite side of the hill that there was a
car approaching. But, he has hitched me
up with George Bungle in a fender scheme
that I know nothing about, and. if there
is anything that does not appeal to me it is
going into some business which I know
nothing about.

I have always wondered how it was
possible for J. C. to have gotten that
job traveling for the Herald, but it is clear
to me now for I have discovered that it
takes a man who is not, nor never was,
acquainted with the truth to fill the bill.
And, after riding 1700 miles: with J. C.
I am satisfied that he fills the bill to per-
fection. I don’t know whether you know it
or not but he has a habit of talking to
himself. I caught him at it several times
when we were driving over the desert, and
by crackey! he doesn’t tell himself the
truth.

It would do you good to hear him and
Phil Rand talking pictures. A man not
acquainted with J. C. would think that he
knew something about pictures. But it
would be a shame to enlighten him on the
subject for he really thinks that he is an
authority on the moving picture business.
To tell the truth I have more regard for
Phil’s judgment on pictures, but I must
confess I do not fully agree with him in
every case. Of course, he cannot be ab-
solutely right all the time, you know. If
he was, he would be perfect.

J. C. made the statement in his letter

that he got a picture of a bear. The
truth is that we met a bear while driving
through Mammoth, the northern resort of
the park. When J. C. saw the bear he
ducked down in the car and yelled to step
on ’er, and I stepped. After we had rolled
about a half mile he asked very sickly if
I could get away from him. I answered
and said I thought we could as the bear
was going the other way. Oh, it is fun
traveling with J. C. !

There is a mountain directly north of
this town and J. C. took a look at it after
lunch today and made the remark that he
had a notion of walking up on top of it
just to see how deep the snow was. Well,
there was an old timer standing near who
heard the remark and he said, “Excuse
me, pardner, but I heard the remark that
you just made and I would advise you
if you have any intentions of going up on
that mountain to go over to that stable
and hire a guide and a pack outfit and
stock yourself up with a month’s provi-
sions, because you will be sure to need
them before you return.”

Jenkins looked at the party and said,
“What d’y think I am? You must think
that I came from Missouri !”

The man just looked at him and turned
away, but I heard him remark as he walked
away, “He sure is from Missouri !”

I sure took on an awful load when I con-
tracted to take J. C. out here to see Phil,
but the best I can do now since I got my-
self into this deal is to go through with it
the best I can. But, I will sure be look-
ing at him the next time I make a deal
with a magazine writer to take him along
with me when I am going out to the
mountains. Well, it is time to go eat
huckelberry pie, J. C. has informed me.
And huckelberry fills a cavity none other
do.— F. J. O’Hara, Community theatre,
Elgin, Neb.

Urges Higher Standard

SPICELAND, IND. — To the Editor:
We have been running pictures here for
exactly one year, our third or fourth at-
tempt, but our longest. At first we had

Levine Serves U
Fourteen Years;

Is in Milwaukee

'C'OURTEEN years in the service of one
•*- distributing organization. That is the
record attested by George L. Levine, who
at present is the
branch manager
for Universal
Film Exchanges,

Inc., in charge of
the Milwaukee of-
fice of the organi-
zation.

Six of those
fourteen years
with Carl Laem-
mle’s company
were spent by Mr.

Levine in the ca-
pacity of salesman
for the Chicago
branch. The other
eight years have
been devoted to the duties of branch man-
ager, his present position. All of which
shows continuous service and active service
with Universal.

Mr. Levine’s account of his activities is
as short as his service is long. He says:
“There is nothing else that I can add only
that it is an extreme pleasure for me to be
affiliated with an organization like Univer-
sal that is progressing each new day.”

‘Sfair enough.

only one machine, a Kolograph, and it was
sure some effort to put on a show. At the
start of the present run wo bought an-
other Kolograph and with the two have
been able to give a very creditable show.
The machines are just the thing for us
and the Kolograph Company is absolutely
dependable, and will surprise you with
their service.

Although our picture show is .a com-
munity affair, tied up with the school and
Parent-Teacher’s Club, it has been an
awful job to keep it alive. All of the
profits have gone to pay for the machines
and it is slow work.

At first we thought we would not go
to the extra expense of subscribing for
the Herald, which we had taken several
years ago. But, it was a terrible mistake.
The need of it became more and more ap-
parent, and we sent for it.

When it first came we jumped to it like
a hungry hound at a biscuit, and now, after
three months, the novelty has not worn off,
because it has in it what the small town
exhibitor longs for, looks for, and listens
for everywhere, and that is just a little
tip, or a faint suspicion of what he will
get when he contracts for certain pictures.
Of course, you have to draw your own con-
clusions, weigh the opinions for and
against. Oftentimes, just one line of the
truth settles the matter. Some exhibitor
who has the nerve to swat the filth in a
production, no matter how good the rest
of it is, has rendered a great service to
his brother exhibitor.

And now we come to the burden of our
speech. If only the owner, director, pro-
ducer and also the exchange could tumble
to the fact that anything in a picture which
is profane, vulgar, suggestive, either in the
subtitles or in the picture itself, means
nothing but ruin and waste. It takes
money right out of all of our pockets, too.

Speaking for myself, alone, I am not a
prude. I’m sure of that. I can pass by
all these objectional things thrown on the
screen, but none of them ever did anyone
any good. When you come to- realize how
very few people there are in this world
whose minds are so poisoned, perverted
and filthy that they demand these things,
then motion picture people will see what a
mistake they are making.

And, oh, how we love the good, the
beautiful, the chaste, the modest, the brave.
Lindy demonstrated how the world will go
mad over their idea of human perfection.

To sum the whole thing up it is my
opinion that the profit that many a small
town exhibitor should have, and by small
town I mean anything from 500 to 10,000,
remains at home, although these possible
patrons have the time and money to spare
rather than run the risk of being bored
and disgusted with some of the slush that
you see so much of on the screen.

With my limited experience with dis-
tributors and also considering what I have
heard and read about them, I believe that
Paramount has by far the best selection
of pictures. And if you will let them
know what you want and tell them the
facts about your particular proposition
they wiil do everything in their power to
help you. They have been square with
us.

In closing let me congratulate the Her-
ald on their department, “What the Pic-
ture Did for Me.” Nothing I have ever
seen in any screen trade journal approaches
it. If you could get more of the large ex-
hibitors who run the pictures first to con-
tribute and be frank and truthful, it would
be perfect.

Will enclose a short comment on the list
of pictures we have shown this year. —
Wade H. Kerr, Spiceland, Ind.

George L. Levine

48

EXHIBITORS HERALD

October 1, 1927

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The

Recognized National

Classified Advertising Medium

Position Wanted

WANTED— POSITION by young married man
as motion picture machine operator. Can fur-
nish reference. Will go anywhere. Write Homer
L. Akin, 2310 W. Grand Boulevard, Detroit,
Mich.

PROJECTIONIST — Five years exp;ri:nc;,
wants permanent position. Am now employed.
Have good references. State salary and equip-
ment in first letter. Address Kerney Pooley, Mil-
ton, Fla.

YOUNG MAN, age 23, single, desires connec-
tion with theatre where hard work and integrity
will bring advancement. Have high school edu-
cation, two years publicity experience, five years
experience on Power’s and Simplex projectors
with High Intensity and Reflector arcs. If you
have an opening for a clean-cut enterprising young
man, whose capability, reliability and character
will stand a rigid investigation, address Box 202,
Exhibitors Herald, 407 S. Dearborn Street, Chi-
cago, Illinois.

VIOLINIST — Brilliant tone. Wife pianist.
Work in orchestra or as team in picture theatre.
Large library. State salary. Address Box 204,
Exhibitors Herald, 407 S. Dearborn Street, Chi-
cago, 111.

MALE ORGANIST- — plenty experience. Abil-
ity; Snappy Jazz; Improvise; Classical; Excellent
library ; Cue accurately ; Piano for vaudeville ;
Feature; Union; Married. Address Box 206, Ex-
hibitors Herald, 407 South Dearborn Street, Chi-
cago, Illinois.

COMPETENT OFFICE MANAGER, AC-
COUNTANT, SYSTEMATIZER, CORPORA-
TION CASHIER. 5 years last position. Bring-
ing order out of chaos a specialty. Will go any-
where. Married. Address Box 208, Exhibitors
Herald, 407 South Dearborn Street, Chicago Illi-
nois.

OPERATOR AND ELECTRICIAN — Ten
years’ experience. Married. Wants steady job.
Address Box 93, Cedar Falls, la.

Theatre Wanted

WANTED THEATRE— Town of 2,500 up.
Must bear closest investigation, be a paying
proposition under a good management. Will pay
cash for right kind of house priced right. Ad-
dress Wm. A. Clark, Jr., Havana, III.

Theatre For Sale

FOR SALE: 400 Seat Theatre. Best loca-
tion in Danville, 111. 42,000 population and 25,000
to draw from; pavement into city from every
direction. Terms; quick sale, going West account
of sickness. 7 day show. Lease to June 15,
1932. Address W. W. Dye, Realtor, Danville, 111.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and Sie-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pip;
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

HIGH SPECIALIZATION AND GREAT
SKILL in mechanics — a shop and tools built
for a purpose — can produce nothing but the best
of results and satisfaction. This is what Joseph
Spratler has in conducting his own motion picture
equipment repair business. Send your work to
me and satisfaction will be assured. Relief equip-
ment loaned free. Address me at 12-14 E. Ninth
Street, Chicago, Illinois.

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators,' etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

1,000 DANDY UPHOLSTERED chairs twenty
inches wide and for regulation sloping floor. These
chairs are from one of Chicago’s finest theatres
and we will guarantee every chair to be in per-
fect condition before leaving Chicago. Write for
exact photograph and exceptional low price. Ad-
dress C. G. Demel, 845 South State Street, Chi-
cago, 111.

SPECIAL: 650 Upholstered leather chairs,

taken out from one of Chicago’s finest legitimate
theatres that has been dismantled. These chairs
are a combination dark red mohair, upholstered,
panelled back with newly upholstered red imi-
tation Spanish leather seat to match. The seats
are one of the highest spring constructed chairs
that is made by the Andrew Chair Company, at
very low prices. Address Illinois Theatre Equip-
ment Co., 12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — -Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

October 1, 1927

EXHIBITORS

HERALD

49

‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright , 1927

Columbia

THE FALSE ALARM. Ralph Lewis— 10%.
Sept. 16. Just a program picture. Satisfied 50
per cent. The star always good. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

PAINT AND POWDER: Special cast — A good
play of the stage. Seven reels. — J. W. Schmidt,
Grand theatre, Breese, 111. — General patronage.

SWEET ROSIE O’GRADY: Shirley Mason-
Very fine picture and a good star that is a favor-
ite here. — F. M. Edgett, Lyric theatre, Earlville,
111. — General patronage.

FIGHTING THE FLAMES: Special oast— It’s
good. Six reels. — J. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

THE DANGER SIGNAL: Special cast— It’s
good. — J. W. Schmidt, Grand theatre, Breeve, 111.
— General patronage.

FBO

SILVER COMES THRU: Fred Thomson— 80%.
June 18. This is a very good Thomson picture
and pleased our patrons much better than ‘‘Don
Mike.” Had many good comments on this one.
Seven reels. — G. N. Lounsbery, I. O. O. F. Hall,
Grand Gorge, N. Y. — Small town patronage.

SILVER COMES THRU: Fred Thomson—
Sept. 8-9. A good Thomson picture which will
please his fans. Six reels. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pa-
tronage.

MOULDERS OF MEN: Conway Tearle— 100%.
June 17-18. An FBO Gold Bond special and a
dandy, fine picture. Played two nights and had
the cowboy band the second night and had to
hold them out for the second show. Made some
good money on this one. Seven reels. — W. C.
Snyder, Cozy theatre, Lamont, Okla. — General pa-
tronage.

MOON OF ISRAEL: Special cast— 80%. At-
tendance not as good as it should have been owing
to extremely hot weather. — H. V. Smoots, Vine
theatre. Mount Vernon, O. — General patronage.

THE GORILLA HUNT, DON’T GIVE UP THE
SHIP: Special cast — 90%. May 3-4. Tied up

with the local school with the above pictures and
“The Merchant of Venice” and did a very nice
business. “The Gorilla Hunt” is a very good pic-
ture and went over in fine shape. Eight reels. —
W. C. Snyder, Cozy theatre, Lamont Okla. — Gen-
eral patronage.

DON MIKE: Fred Thomson — 65%. April 16.
This is not as good as some of the other Thom-
sons we have played. Supposed to have taken
place in early eighties, but they showed a very
modern road in the picture. Seven reels. — G. N.
Lounsbery, I. O. O. F. Hall, Grand Gorge, N. Y.
— Small town patronage.

DON MIKE : Fred Thomson — Not as good as
his usual ones. Six reels. — J. W. Schmidt, Grand
theatre, Breese, 111. — General patronage.

RED HOT HOOFS: Special cast — 50%. Sept. 17.
An action picture. Better than the average. This
star and pals will please here in any program.
The kid and pony have got the kids on their side.
— Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

RED HOT HOOFS: Tom Tyler — 30%. June 25.
A good Western and played to a small Saturday
night crowd and just made a little more than

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

expenses. Five reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

FLASHING FANGS: Ranger — 40%. July 9.
Our first picture featuring Ranger and a very
good one. Played to a fair Saturday night crowd
and made a little money. Dog pictures usually go
over very well here. Five reels. — W. C. Snyder,
Cozy theatre, Lamont, Okla. — General patronage.

TOM TYLER AND HIS PALS: Tom Tyler—
40%. April 30. A good Western and went over
good to a Saturday night crowd. Tyler a very
good drawing card here. Made some good money
on this one. Five reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

TOM AND HIS PALS: Tom Tyler— September
10. Another pleasing picture from Tom and his
pals. Five reels. — Wm. E. Tragsdorf, Trags the-
atre, Neillsville, Wis. — Small town patronage.

LADDIE : Special cast — 64%. Like a clean,

refreshing breath of spring time. Makes a fellow
realize that he has such a thing as a heart after
all. This is the kind of a picture that justifies
the existence of the movies and makes for patron-
age. But this is no sugar-coated thing, nor is it
a sob picture. It is a clean, enjoyable, laughable
drama of American family life with enough mys-
tery and suspense to put life into it. The actors
are natural and just picked for the parts. John
Fox, Jr., the boy, is a laughable cutup. Bess
Flowers, the heroine, is lovely. John Bowers in
the lead is very appealing. Gene Stratton, the
granddaughter of Gene Stratton Porter, is fine
and is much better than in “Keeper of the Bees.”
In fact, this play is much better than the former

Porters plays. In fact, F B O of late is giving
us much better produced and directed pictures. I
advertised this as one of the 10 best pictures of
the year and the people came out strong. Even
the cowboys sat through it and liked it. You
owe it to your patrons to show it and if you do,
step on it and raise prices. Choose your paper
carefully, as most of it advertises the novelist
only, which means nothing to working men. Stress
the laughable scenes — Philip Rand, Rex theatre,
Salmon, Idaho. — General patronage.

LIGHTNING LARIATS: Tom Tyler— 50%.
August *19-20. Another good Tyler picture that
pleased nearly every one. Played two nights to
good houses and made some money. Five reels. —
W. C. Snyder, Cozy theatre, Lamont, Okla. — Gen-
eral patronage.

A REGULAR SCOUT: Fred Thomson--15%.
July 23. Another good one of the Thomson pic-
tures and went over fine to a very good Saturday
night crowd. Made a little money, which hasn’t
happened very often this year. Six reels. — W. C.
Snyder, Cozy theatre, Lamont, Okla. — General pa-
tronage.

WHEN A DOG LOVES: Ranger— 40%. Sep-
tember 3. Our second picture of this series, and
don’t believe it is quite as good as the first one.
However, it went over in fine shape to a good
Saturday night house 'and made a little money.
Five reels. — W. C. Snyder, Cozy theatre, Lamont,
Okla. — 'General patronage.

KOSHER KITTY KELLY: Viola Dana— 40%.
September 17-18. A fairly good picture, but it
don’t beat “The Cohens and Kellys” by a long
shot, and they tell me so, although a common
program. Seven reels. — A. J. W. Koehler, Koehler
theatre, Uehling, Neb. — General patronage.

THE ADORABLE DECEIVER: Alberta Vaughn
— 15%. April 26-27. A good program picture,
but didn’t get but few out to see it. Played two
nights to very small houses and lost money. Five
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla.
— General patronage.

THE DUDE COWBOY: Bob Custer— 50%.

June 11. A dandy little Western that went over
in fine shape to a good Saturday night crowd.
Bob Custer very popular here and usually brings
us a very nice business. Made some good money
on this one. Five reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

CACTUS TRAILS: Bob Custer — 84%. Septem-
ber 3. Ran this as part of double feature pro-
gram. They drew big Saturday crowd. Five
reels. — E. M. Biddle, Strand theatre, Paoli, Ind. —
Small town patronage.

CACTUS TRAILS: Bob Custer— 13%. July 16.
A very good Western, but failed at the box office.
Took in about enough to pay film rental. Five
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla.
— General patronage.

CYCLONE OF THE RANGE: Special cast—
50%. September 10. A splendid Western picture.
Gave Saturday satisfaction. — Bert Silver, Silver-
Family theatre, Greenville, Mich. — General patron-
age.

MOTHER: Belle Bennett — 50%. July 30. A
fine, big picture and went over good to a fair
Saturday night crowd. Pleased most every one.
Made some money on this one. Seven reels. — •
W. C. Snyder, Cozy theatre, Lamont, Okla. — Gen-
eral patronage.

THE TIMID TERROR: George O’Hara— 35%.
June 4. A nice little program picture that pleased
very well. Played to a small Saturday night
crowd, but made a little money at that. Five

<IfcO<0»* C/)W5dCHOM^3

50

EXHIBITORS HERALD

October 1, 1927

• Illimimmiiiiiim

SAMUEL ZIERLER

presents

Marguerite
DE LA MOTTE

and

DONALD KEITH

in

Tale of a Broad-
way madcap who
thought a small
town would be hell
and found it heaven

2

8

PICTURES
CORPORATION

SAMUEL ZIERLER.

NEW • V O K.

reels. — W. C. Snyder. Cozy theatre, Lamont, Okla.
— 'General patronage.

HER FATHER SAID NO: Special caet— 40%.
September 8. A good roughneck picture. Action,
and lots of it. — Bert Silver. Silver Family theatre.
Greenville, Mich. — General patronage.

HER FATHER SAID NO: Mary Brian— 25%.
April 19-20. An F B O Gold Bond special and
a very good picture of the comedy type, but did
not draw for me, however. Business is on the
bum this year. Can’t get them for some reason.
Played two nights to small houses and lost money.
Seven reels. — W. C. Snyder, Cozy theatre, Lamont,
Okla. — General patronage.

THE BORDER WHIRLWIND : Bob Custer—
30%. August 6. A good Western picture and
went over fine to a 6mall Saturday night crowd.
Made just a little above expenses. Five reels. —
W. C. Snyder, Cozy theatre, Lamont, Okla. —
General patronage.

HAIR TRIGGER BAXTER: Bob Custer— 25%.
March 29-30. A good Western feature and usually
pleases my Western fans. Played two nights to
small houses, but came out just a little to the
good at that. Five reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

TARZAN AND THE GOLDEN LION: Special
cast — 65%. September 9. Friday is my weakest
night of the week. This drew the best Friday
business in five years. Picture is there strong.
Action galore. Seven reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

ONE MINUTE TO PLAY: Red Grange— 20%.
April 12-13. This picture was a flop at the box
office, as it is not the special that F B O would
have us believe. Had a small crowd for two
nights and lost money. Eight reels. — W. C. Sny-
der, Cozy theatre. Lamont, Okla. — General patron-
age.

SPLITTING THE BREEZE: Tom Tyler— A

very good Western. Tyler is making good, also
his pals. Five reels. — F. M. Edgett, Lyric theatre,
Earlville, 111. — General patronage.

THE BORDER WHIRLWIND: Bob Custer—
September 3. A good little Western for Saturday
night. Five reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

THE MASQUERADE BANDIT: Tom Tyler—
September 3-4. Still hot here. Tom, but your
picture is good. Very good. Five reels. — A. J. W.
Koehler, Koehler theatre, Uehling, Neb. — General
patronage.

THE GREAT MAIL ROBBERY: Special east—
September 6. A regular melodrama with all the
modern trimmings. Seemed to please our action
fans and business was fair. Seven reels. — Ivy D.
Arnold, Creseo theatre, Cresco, la. — General pat-
ronage.

GOING THE LIMIT: George O’Hara— Septem-
ber 10-11. Not so good. First reel good, also
the last one. Saves this day some. Five reels. —
A. J. W. Koehler, Koehler theatre, Uehling, Neb.
— General patronage.

First National

THE LAND BEYOND THE LAW: Ken May-
nard — 100%. September 3. Extra good. The boy
that draws them and holds them. More pictures
of the Maynard variety would be a big help to
the little fellow. Buy it, advertise, get the crowd
and be happy. Seven reels. — Will L. Beebe, Can-
dor theatre, Candor, N. Y. — Small town patron-
age.

STEPPING ALONG: Johnny Hines— 70%.
September 17. Our people like good comedy and
this one pleased all. There is plenty of action,
no draggy footage, and it sure should go well in
any small town. Prints always good out of Buf-
falo. Eight reels. — Will L. Beebe, Candor theatre.
Candor, N. Y. — Small town patronage.

STEPPING ALONG: Johnny Hines— 74%. July
9. Pretty fair comedy. Opinion of patronage di-
vided. High percentage due to running “Race
to Paris” with this. More came to see Lindy
than Hines. Eight reels. — G. N. Launsbery, I. O.

O. F. Hall, Grand Gorge, N. Y. — Small town
patronage.

STEPPING ALONG: Johnny Hines — 28%.

April 21-22. A very good program picture and
about up to the standard of the Hines pictures.
Hines draws very well here, but, as business is
poor, we just about made expenses. Eight reels.
— W. C. Snyder, Cozy theatre, Lamont, Okla. —
General patronage.

SEE YOU IN JAIL: Special oast — 40%. Au-
gust 18. Not much. Leave it alone. I don't
like this block booking, as there is no way to
dodge these weak ones, and think I will wait a
little longer and pick them. Six reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

SOMEWHERE IN SONORA: Ken Maynard—
60%. July 25. As a Western star I like Ken
Maynard as well as any Western star on my list.
While he doesn’t draw quite so well, yet he will
if he keeps up this good work. Seven creels. —
M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

THE OVERLAND STAGE: Ken Maynard—
55%. February 26. The first picture we played
of this star, and seemed to go good with the
audience. Seven reels. — G. N. Lounsbery, I. O.
O. F. Hall, Grand Gorge, N. Y. — Small town
patronage.

THE OVERLAND STAGE: Ken Maynard—
41%. September 13. Not as good as others of
Maynard’s we have shown, although he is there
with the good old stunt riding. Would have had
better attendance, but it was too hot. Seven
reels. — G. S. Kenny, Community theatre. Green-
wood, Ind. — General patronage.

THE GREATER GLORY : Anna Q. Nilsson —
25%. April 28-29. A very good picture, but far
from the special that First National would have
us believe. Played two nights to very small
houses and lost money. Eleven reels. — W. C.
Snyder, Cozy theatre, Lamont, Okla. — General
patronage.

SENOR DAREDEVIL: Ken Maynard — 100%.
June 16. Another fine Maynard picture that
pleases my patrons. Had the cowboy band in con-
nection and made some good money. Seven reels.
— W. C. Snyder, Cozy theatre, Lamont, Okla. —
General patronage.

SENOR DAREDEVIL: Ken Maynard — A good
Western, and he sure can ride. Seven reels. —
J. W. Schmidt, Grand theatre, Breese, 111. — Gen-
eral patronage.

FRAMED: Milton Sills — 65%. September 10.
A good picture. Plenty of action, and patrons
will eat it up. Then when they leave, as with
Chaney pictures, say they don’t like it. Rather
dark in much of the footage. Seven reels. — Will

L. Beebe, Candor theatre. Candor, N. Y. — Small
town patronage.

TRAMP, TRAMP, TRAMP: Harry Langdon —
30%. June 9-10. This one put out as a special,
but we bought it very reasonable and played two
nights to small houses and come out just a little
ahead. Think it pleased most of the patrons. Six
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla.
— General patronage.

EASY PICKINGS: Anna Q. Nilsson — 40%.
May 7. Good program picture that went over
good to a fair Saturday night crowd. A very
interesting crook story. Made some money on
this one. Seven reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

EASY PICKINGS: Anna Q. Nilsson — A fairly
good mystery drama. Nothing great. Six reels. —

M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

PRINCE OF TEMPTERS: Ben Lyon— 30%.
May 20-21. Not much of a picture for a special
and lost money on it with two nights’ showing.
May please if you can get them in. Eight reels.
— W. C. Snyder, Cozy theatre, Lamont, Okla. —
General patronage.

MEN OF STEEL: Milton Sills— 65%. May 14.
This is a mighty good picture, and should go
good any place. The scenes at the steel mills
are very good. Ten reels. — G. N. Lounsbery, I. O.
O. F. Hall, Grand Gorge, N. Y. — Small town pat-
ronage.

LADIES AT PLAY : Doris Kenyon — 20%. May

5- 6. A good program picture of the comedy type
and pleased the majority. Had very small houses
for two nights and lost money. Eight reels. —
W. C. Snyder, Cozy theatre, Lamont, Okla. — Gen-
eral patronage.

LADIES AT PLAY : Doris Kenyon — September

6- 7. The attendance was better on this the sec-
ond night than on the first, 60 it must have
pleased. Seven reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

THREE HOURS: Corinne Griffith— 75%.

August 12. This is a very good offering. A little

October 1, 1927

EXHIBITORS HERALD

51

J. C. Jenkins — His Colyum

SALMON, IDAHO, September 15, 1927.

DEAR HERALD:

Well, thank the Lord, we’re here. We have taken Salmon in the name of EX-
HIBITORS HERALD and the Prohibition party and Frank O’Hara has made
application for membership in the W. C. T. U., and “Fishy” Phil Rand and the
city authorities have thrown the key in the Salmon river and declared all bets off
as long as we remain in the city.

We drove in here from the Yellowstone National Park last Tuesday evening in
a downpour of rain and Frank’s “Patsy Ruth Miller” looked like a mud scow.
We had it all framed to go to the Rex theatre and pull a fast one on Phil by trying
to buy his theatre but the Rex was dark that evening on account of a missout of
the show so I called Phil’s home and got Mrs. Rand on the phone and as soon as
I inquired if Mr. Rand was at home she said, “Yes, he’s at home, Mr. Jenkins,
but is not able to get out on account of a bad cold, but we want you and Mr.
O’Hara to come right out to the house and I will call a taxi and have him bring
you right out here,” and Frand said, “Well, what do you know about that, how do
you suppose they knew we were in town?” “Search me,” I replied, “guess you
and I are too slow for these Idaho people.”

We went out to the house and found Phil sitting up in the rocker with his bath
robe on and he and Mrs. Rand ready to extend us a cordial welcome and
give us the laugh for trying to surprise them, which they did.

It developed that a telegram had been sent to me in care of the Rex theatre and
a letter had arrived for Frank addressed the same and they had been looking for
us for a couple of days, so our surprise party was a flat failure and the laugh was
on us. That’s what comes from traveling with a Rabbi in a car that can’t beat
a telegram.

The Herald Fills a Want None Others Do

We spent the evening at Phil’s home, and talk about “evenings,” well, that’s a
whole story by itself, but had a stranger dropped in on us when we had gotten
underway he would have sworn he was in the violent ward. Our range of con-
versation had no bounds. We covered the ground from Grindstone, S. D. to Tomb-
stone, Ariz. Phil told us of his experience in Hollywood and how he escaped from
there with his reputation untarnished and how glad he was that he traveled under
an assumed name. But he wound up by saying that at that they are not a bad
lot and not half as bad as they are painted. Frank came near starting a riot by
claiming the medal in the HERALD’S cross country classic. Phil wanted to take
him on but Mrs. Rand and I intervened and got Phil quieted down and the con-
versation proceeded. We discussed P. G. Estee of Parker, S. D., Grasshopper
Sprague of Goodland, Kan., Fred Meyer of the Alhambra, Milwaukee, Trag of Neils-
ville and Tom Foster of Stanley, Wis., R. L. Anderson of Forks, Wash., Elmer
Gailey, the bullhead fisher of Wayne, Neb., Stettmund, the handsome exhibitor of
Chandler, Okla., Bert Silver of Greenville and Jack Cairns of Detroit, Mich., and
hundreds of others that space forbids mentioning.

Bill Weaver and Jay Slireek came in for a good turning over and what we did
to Eagle Eye Joe was a shame. Phil wanted to confine the most of his remarks
to Thelma Castle of Goose Creek, Tex., and to Adeline Further of the “Spotlight,”
but Mrs. Rand seemed to be somewhat adverse to this drift in his conversation.
Mrs. Rand had us up there for dinner last evening at 5 o’clock and to describe
that dinner properly would tax the HERALD’S space to the breaking point, so that
of itself would make a full story'. I was ashamed of Frank. I thought he never
would get filled up, and he was so far across the table I couldn’t kick him on the
shins, but to sit at Mrs. Rand’s dinner table and look out of the window over a
bed of roses and other variety of flowers and across a narrow valley and see the
snow capped mountains but a few miles away is an experience that comes to one
only once in a lifetime.

The Herald Fills a Want None Others Do

Salmon is located in a narrow valley surrounded on all sides by snow capped
mountains and the view from Phil’s lawn is gorgeous. His home is built high up
on the side of a mountain above the city and one can stand on the terrace and
drop a stone in the Salmon river far below.

From here the river enters a narrow gorge between the mountains and it is known
as “The River of No Return,” for it is said that a number of lives have paid the
forfeit for trying to shoot its seething rapids.

The HERALD man is happy. He has made the personal acquaintance of the
fourth member of Bill’s original “Four Horsemen,” and from this on let it snow
( Continued on following page)

ead, but they like them sad once in a while if
produced right. Eight reels. — M. W. Hughes,
Colonial theatre, Astoria, 111. — General patronage.

THREE HOURS: Corinne Griffith— 8%. July 1.
A dandy, fine program picture that failed to draw.
Played one night and didn’t take in near enough
to pay film rental. Pleased the few who came
out. Seven reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

MIDNIGHT LOVERS: Lewis Stone — 13%.

April 14. A very weak picture and didn’t go
over very good with the few who saw it. Played
two nights to a very small house and lost money.
Six reels. — W. C. Snyder, Cozy theatre, Lamont,
Okla. — General patronage.

MIDNIGHT LOVERS: Special cast— My pa-
trons said, take it away. Very poor. — C. M. Vail,
Blende theatre, Benton, Wis. — General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— 45%. April 2. Another good one of Maynard’s
and pleased most every one. Played this on Sat-
urday night to ia very good crowd and made a lit-
tle money. Seven reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

ORCHIDS AND ERMINE: Colleen Moore —
80%. September 13. Here is one for any small
town boy to hitch to, then step on it. They
smile and laugh throughout and are still smiling
the next day. F. N. and Colleen surely make a
great team for giving satisfaction. Seven reel6. —
Will L. Beebe, Candor theatre. Candor, N. Y. —
Small town patronage.

ORCHIDS AND ERMINE: Colleen Moore—
40%. July 19. I can say Colleen is a wonderful
little actress as I see it, but my class of attend-
ance is so few for this class of pictures I lose
every time. Have lost on every one since I ran
“Irene.” In my opinion, “Irene” best of any.
“Naughty, But Nice” soon, and it may be I can
do better on this. Seven reels. — M. W. Hughes,
Colonial theatre, Astoria, 111. — General patronage.

ORCHIDS AND ERMINE: Colleen Moort^-
20%. September 1-2. A very good picture and I
believe pleased most every one that saw it. Miss
Moore doesn’t draw here any more for some rea-
son, and think the trouble is that her pictures
are all made along the same lines. Played two
nights to small houses and just about made ex-
penses. Seven reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

THE LADY IN ERMINE: Corinne Griffith—
20%. July 27-28-29. A dandy picture and went
over very well. Played three nights and lost
money. Seven reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

JUST ANOTHER BLONDE: Dorothy Mackaill
— 20%. August 12-13. A good picture and pleased
the majority. Played two nights and about made
expenses. Six reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

THE PERFECT SAP: Ben Lyon— 13%. July
21-22. A dandy program picture and pleased the
few who came. Played two nights to very small
houses and lost money. Seven reels. — W. C. Sny-
der, Cozy theatre, Lamont, Okla. — General pat-
ronage.

TWINKLETOES: Colleen Moore— 30%. June

23-24. A very good picture, but Moore seems to
be losing prestige here and they won’t come out
any more so as to give her the patronage that she
deserves. Personally I did not think this quite
as good as some others. Played two nights to
small houses and lost money. Nine reels. — W. C.
Snyder, Cozy theatre, Lamont, Okla. — General
patronage.

THE BLONDE SAINT: Doris Kenyon— 30%.
June 2-3. A fair program picture that pleased
the majority. Played two nights to small houses
and just about made expenses. Seven reels. —
W. C. Snyder, Cozy theatre, Lamont, Okla. —
General patronage.

THE MASKED WOMAN: Anna Q. Nilsson—
16%. July 7-8. A very good program picture
and pleased very well the few who came. Played
two nights to small houses and lost money. Six
reels. — W. C. Snyder, Cozy theatre, Lamont,
Okla. — General patronage.

SYNCOPATING SUE: Corinne Griffith— 20%.
March 31-April 1. A very good program picture
that pleased the majority. Played two nights to
very small houses and lost money. Seven reels. — ■
W. C. Snyder, Cozy theatre, Lamont, Okla. — Gen-
eral patronage.

THE STRONG MAN: Harry Langdon — 49%.
September 3. Langdon’s pantomime is clever,
although play is. not much, but gets by with most
of the people. Seven reels. — O. A. Halstead, Cozy
theatre, Duchesne, Utah. — General patronage.

THE STRONG MAN : Harry Langdon — 25%.
April 7-8. Our first Langdon picture and went
over fairly well with the few that oame out.
Played two nights to very small houses and lost

money. Seven reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

WHITE BLACK SHEEP: Richard Barthelmess
— 20%. September 8-9. A very good program
picture that pleased the majority. Played two
nights to small houses and made expenses. Seven
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla.

• — General patronage.

HARD BOILED HAGGERTY: Special cast— A
few more like this and we would all have to close.
Boys, don’t play this one. Nothing but rot clean
through. Sills is a good star, but a few more
like this would kill him. Booked this for two
nights, but set out the second. I feel it my duty
to report on this one. Population, 1,800. — J. G.
Fair, Elite theatre, Laurens, Ia. — General patron-
age.

SMILE, BROTHER, SMILE: Special cast—
September 11-12. A fair picture to average busi-

ness on the season’s hottest Sunday night. Seven
reels. — Ivy D. Arnold, Cresco theatre, Cresco, Ia. —
General patronage.

SMILE, BROTHER, SMILE: Jack Mulhall—
Not much to this one. Just another picture. — -
C. M. Vail, Blende theatre, Benton, Wis. — General
patronage.

WHITE PANTS WILLIE: Johnny Hines—
Judging from its laughs this one took the
best of any of Hines’ recent pictures. Patrons
said, excellent. — C. M. Vail, Blende theatre, Ben-
ton, Wis. — General patronage.

THE RED RAIDERS: Ken Maynard — Septem-
ber 7-8. This is one of the best pictures of its
type that we have ever run. Maynard in a good
story at last and it was exceptionally well di-
rected. Several have told me this is the best one
yet from Maynard. — Ivy D. Arnold, Cresco the-
atre, Cresco, Ia. — General patronage.

52

EXHIBITORS HERALD

October 1, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page)

if it wants to, and you can call out the dogs of war, we are ready for anything,
we’ll take on anything from “Big Bertha” to the winner of the Tunney-Dempsey
melee. We will have to admit, however, that we are traveling in fast company,
but Frank is causing us a lot of trouble by his inclination to rubber every car we
pass that flashes any calico. While driving through the park we had to watch him
all the while. He tried to scrape up an acquaintance with every lady we met.
To hear him talk to them, he was from every state in the Union. If he saw a
license from Pennsylvania, he was from Wilkes-Barre; if another car was from Cali-
fornia he was from Pasadena; if from Wisconsin, he was born at Baraboo, and so
it went, but when we met a little lady driving a beautiful Reo roadster with a
Chicago license plate he tried to scrape up an acquaintance with her but we butted
in and told him he was getting out of his territory and was treading on our ground
and for him to fade out of the picture. He got sore about it and kicked because we
promised to catch her a mess of trout for her dinner and then wouldn’t stop at
a trout stream and give us a chance to make good. We tried to get Frank to let

us take the wheel, for we said if he was going to rubber every lady we met going

around those mountains the first thing we knew we would slide over the side of
one of them and there would be nothing let of us but a grease spot and a

memory, but he wouldn’t yield, and how we ever escaped front page space in the

dailies the Lord only knows.

- - - --The Herald Fills a Want None Others Do

Frank has an inventive mind. He reminds us of Edison and Ford in this respect.
While we were driving around those sharp turns on the mountain sides he became
very quiet for some time but finally exclaimed, “I’ve got it, I’ve got it,” and I
replied, “Got what, the itch?” and he said, “It will work, I know it will and my
fortune is made.” Then he explained the matter. He said he was going to invent
a system of mirrors to be placed at every sharp turn on the road so a person could
see any car that might be coming around the turn on the other side, and that it
would save thousands of lives. We agreed with him rather than argue with him and
advised him to hook up with George Bungle who had patened rubber fenders for
automobiles and they could use one factory for both inventions.

Frank declares he will start the manufacture of these mirrors just as soon as he
reaches Elgin, Neb., and can float the stock. We told him to put us down for a
million as q starter and if he required more to call on us. There is nothing like
staying by a friend in a pinch

If this bird ever gets us out of these mountains alive and still retains his sanity
it will be because we can steer his mind away from mirrors and calico, which is
extremely doubtful.

Mrs. Rand has just called us up at the hotel and told us that she was putting
six huckleberry pies in the oven and that we were to be there promptly at 5 o’clock
for dinner. Oh, Boy! who can write with words like these ringing in his ears.
Phil told us last evening just before dinner that people coming here from a low
altitude needed a bracer and Frank had to decline because he had just made applica-
tion for membership in the W. C. T. U., but the HERALD man — well, he hasn’t
made any application, so Phil and I said, “Here’s how,” and Frank regretted his
hasty action.

The Herald Fills a Want None Others Do —

Frank has a moving picture camera and has shot everything from “Old Faithful”
to the widow Malony from Sheboygan. He wanted to get a picture of the lady from
Chicago but couldn’t get it without me being in it so he got sore and went and
took a picture of a bear.

But speaking of “Old Faithful” reminds us to say that we saw this famous old
geyser spot hot water and steam for hundreds of feet in the air Wednesday night
and they turned a powerful search light on it and it was the most beautiful sight
we have ever seen. It was worth the trip to behold this sight alone. Someday
that country is going to blow up. You see if it doesn’t, and when it does I hope
Frank will be there with his camera.

We have a lot more to tell you about Phil and this Salmon country but it will
have to wait until another time. We can’t write with visions of huckleberry pies
and Phil’s cellar staring us in the face. No sir, it can’t be done. From here we
go to Grangeville, Idaho, then turn back for the return home, then old Indiana,
but we are going to put green goggles on Frank before we start.

J. C. JENKINS,

The HERALD Man.

THREE’S A CROWD: Harry Langdon— Sep-
tember 9-10. Comment divided on this. Business
was off considerable, but was played on two of
the season’s hottest nights. Seven reels. — Ivy D.
Arnold, Cresco theatre, Creseo, la. — General pat-
ronage.

THE GREAT DECEPTION: Aileen Pringle
September 6. There is a good picture. Lots of
action in it. Suitable for small town. Had a
pretty good crowd. Seven reels. — Andrew Rapp,
Theatorium theatre, Emlenton, Pa. — General pat-
ronage.

WE MODERNS: Colleen Moore — Very good.
Colleen gets them out when it’s hot. — F. M.
Edgett, Lyric theatre, Earlville, 111. — General pat-
ronage.

LIVE WIRE: Johnny Hines — Very good com-

edy feature. Well liked here. Seven reels. —
F. M. Edgett, Lyric theatre, Earlville, 111. — Gen-
eral patronage.

IRENE: Colleen More — A fine and beautiful

fashion show and entertaining all the way
through. Nine reels. — J. W. Schmidt, Grand the-
atre, Breese, 111. — General patronage.

Fox

IS ZAT SO: Special cast — 20%. September 4.
We don’t think that there was a person who saw
this that was not pleased with this picture. This
is saying lots, for it is hard to please all. No
matter what you give them there will always be
some who are not pleased. One of the best com-
edy features we ever played. Edmund Lowe, as

the prizefight manager, is just fine. Play this.
Print okay. Seven reels. — J. S. Landry, Colum-
bia theatre, Morganza, La. — General patronage.

THE MUSIC MASTER: Alec B. Francis— 50%.
September 11-12. They don’t make them better.
The star great, cast fine. Gave satisfaction. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

THE MUSIC MASTER: Special cast — A pic-
ture of class and distinction. Francis very good,
yet picture does not have the power and appeal
the spoken drama must have had. Something
lacking. — Wade H. Kerr, Spiceland, Ind. — General
patronage.

NO MAN’S GOLD: Tom Mix — 100%. Septem-
ber 10. No wonder this picture stays on top in
box office ticker. Drew best business in many
months and pleased them all. Six reels. — Robert
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

NO MAN’S GOLD: Tom Mix — September 15-
16. One of Tom’s good action pictures. Six
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

ANKLES PREFERRED: Madge Bellamy —

75%. August 11. A very good comedy. Book it.
The title helps and it will please them after they
are inside. Seven reels. — M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

WHISPERING SAGE: Buck Jones— 50%. Au-
gust 22. A fair Jones picture, but he doesn’t
seem to draw like he used to. Six reels.- — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

DESERT VALLEY : Buck Jones — 13%. August

29. A good Western to fair business. Five reels.
— E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

CANYON OF LIGHT: Tom Mix— 78%. Sep-
tember 5-6. Still another good one from Tom,
the old reliable money getter. Ride ’em, cowboy.
Six reels. — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

THE WAR HORSE: Buck Jones — 54%. Sep-
tember 12-13. My patrons look for Buck in West-
erns only, but they liked this very clever story of
a horse and a doughboy. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

THE WAR HORSE: Buck Jones — September
9-10. A real picture that suited the majority of
the people. Did good business. Five reels. — C. B.
Hesterly, Palace theatre, Naples, Tex. — General
patronage.

TONY RUNS WILD: Tom Mix— 71%. April

30. We would call this a mighty good Mix pic-
ture, or Tony picture, for the horse takes the
laurel in this, besides Mix doesn’t have a chance
to pull so much impossible stuff. Seven reels. —
G. N. Lounsbery, I. O. O. F. Hall, Grand Gorge,
N. Y. — Small town patronage.

THE IRON HORSE: George O’Brien— 83%.
April 9. This is a great picture for small towns
or any town I should say, as it is done on a big
scale and is good because of historical value. J.
Farrell McDonald furnishes plenty of comedy.
Ten reels. — G. N. Lounsbery, I. O. O. F. Hall,
Grand Gorge, N. Y. — Small town patronage.

WINGS OF THE STORM: Special oast— Not
worth the money charged for it. — F. M. Edgett,
Lyric theatre, Earlville, 111. — General patronage.

WHAT PRICE GLORY: Special cast— Very,
very good. The best picture shown in years. A
100 per cent picture that is pulling them in.
Don’t pass this one up, it will make money for
every theatre. The biggest picture produced to
date. Twelve reels. — William Dabb, Lyric theatre,
Shenandoah, Pa. — General patronage.

THIRTY BELOW ZERO: Buck Jones— Very
good and Jones is a Western favorite, but keep
him out of other type pictures. — F. M. Edgett,
Lyric theatre, Earlville, 111. — General patronage.

THE BRONCO TWISTER: Tom Mix— Very
good. Tom always draws a good crowd here. Six
reels. — M. W. Hughes, Colonial theatre, Astoria,
111. — General patronage.

THE GREAT K. AND A. TRAIN ROBBERY:

Tom Mix — A very good Tom Mix Western. Five
reels. — J. W. Schmidt, Grand theatre, Breese, 111.
— General patronage.

Gotham

KING OF THE PACK: Peter the Great— 53%.
September 8. A story of the Cumberland moun-
tains country. Very rough and actually horrify-
ing in a few places. The dog is very clever.
Would rate this one as fair only. Seven reels. —

EXHIBITORS HERALD

53

October 1, 1927

E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

KING OF THE PACK: Peter the Great — Not
much to this one. — J. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

KING OF THE PACK: Special cast— Fair dog
picture. Seven reels. — Giacoma Brothers, Crystal
theatre, Tombstone, Ariz. — General patronage.

THE NORTHERN CODE: Eva Novak— 20%.
September 7. A fairly good Northern picture.
Direction is poor, as, for instance, our hero makes
his bed in the snow while right next to him is a
nice dry spot under a tree. Also too many sub-
titles. Picture seemed to please the few who
came to see it. Six reels. — B. Hollenbeck, Rose
theatre, Sumas, Wash. — Small town patronage.

PHANTOM OF THE FOREST: Police dog —
Not much to this one. Six reels. — J. W. Schmidt,
Grand theatre, Breese, 111. — General patronage.

Metro-Goldwyn-Mayer

THE FIRE BRIGADE: Special cast— 62%. Sep-
tember 10. Here is a splendid picture. Has
everything that counts — comedy, pathos, suspense,
thrills, and splendidly acted. The colored photog-
raphy in the garden scenes beautiful. This pic-
ture worth a bigger percentage than reported, but
hot weather hurt attendance. Ten reels. — O. A.
Halstead, Cozy theatre, Duchesne, Utah. — General
patronage.

THE FIRE BRIGADE: Charles Ray— Easily
the best picture we have shown this summer. It
has everything. — C. M. Vail, Blende theatre, Ben-
ton, Wis. — General patronage.

CALIFORNIA: Tim McCoy— 60%. August 1.
Very good historical Western. Tim is making
good high class Westerns. No kick. Six reels. —
M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

SLIDE, KELLY, SLIDE: William Haines —
75%. August 7. This picture is a wow. Has
everything, pleased everybody. Oh ! for more pic-
tures on this order. It’s clean, has comedy, story,
etc., and made a real hit here. Eight reels. —
L. L. Netzer, American Legion theatre, Lena,
Wis. — Small town patronage.

SLIDE, KELLY, SLIDE: William Haines—
24%. September 7-8. A very good picture. All
the cast did fine, but a very bad, rainy night hit
us, so we cannot tell what the picture might have
done. We did not have half the house we expected.
Eight reels. — O. A. Halstead, Cozy theatre, Du-
chesne, Utah. — General patronage.

SLIDE, KELLY, SLIDE: Special cast— This
one extra good. — Wade H. Kerr, Spiceland, Ind. —
General patronage.

SLIDE, KELLY, SLIDE: Special cast— A good
baseball picture as has ever been produced. Seven
reels. — J. W. Schmidt, Grand theatre, Breese, 111.
— General patronage.

THE SCARLET LETTER: Lillian Gish— 90%.
September 12. One of the very best pictures
shown here this year. May not please the West-
ern fans, but we did not have a walkout. Should
get an advance in price. Nine reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

THE SCARLET LETTER: Lillian Gish— Sep-
tember 13. This is a wonderful picture. Miss
Gish does some good acting in this one. Had a
good crowd. Nine reels. — Andrew Rapp, Thea-
torium theatre, Emlenton, Pa. — General patron-
age.

UPSTAGE: Norma Shearer — 60%. July 31. A
picture with an appeal to the women. Couldn’t
get the men in to see it. Norma is beautiful,
and, boy ! how she can wear clothes. Six reels. —
L. L. Netzer, American Legion theatre, Lena,
Wis. — Small town patronage.

UPSTAGE : Norma Shearer — Clean and enter-
taining, but not as good as “The Waning Sex.”
Seven reels. — J. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

WINNERS OF THE WILDERNESS: Tim Mc-
Coy— 70%. August 14. Not a Western with its
cowboys, bandits, etc., but a story of the French
and Indian wars. A very interesting picture and
Tim McCoy proves he is worthy of stardom.
Pleased mightily here. Seven reels. — L. L. Netzer,
American Legion theatre, Lena, Wis. — Small town
patronage.

WINNERS OF THE WILDERNESS: Tim Mc-
Coy— 20%. September 15. A very fine picture.
Better than some of the special Westerns we have
played at big rentals. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

JOHNNY, GET YOUR HAIR CUT: Jackie
Coogan — 70%. August 28. This pleased even
more than any other of Jackie’s pictures and
that's saying a mouthful. Has story, and an ex-

Who’s Guilty?

The following report on an F B O
picture was received without ex-
hibitor’s name or theatre. Who’s
guilty?

NONSTOP FLIGHT: Special cast— Fel-
lows, here is one that you can step on. It
is a little old, but like “Old Rye,” has im-
proved with age. The popularity of the
airplane makes this a big bet. The story
is there, good photography. Buy it now,
you’ll make money. Drew business at 102
degrees in the shade.

citing ending that had even the grown-ups cheer-
ing for Jackie. Seven reels. — L. L. Netzer,
American Legion theatre, Lena, Wis. — Small town
patronage.

JOHNNY, GET YOUR HAIR CUT: Jackie
Coogan — 52%. September 6. Did not see this,
but reports are all to the good. Seemed to please
both old and young. Seven reels. — O. A. Halstead,
Cozy theatre, Duchesne, Utah. — General patronage.

JOHNNY, GET YOUR HAIR CUT: Jackie
Coogan — Excellent picture. Jackie as good as

they claim. Maybe just a little better. — Wade H.
Kerr, Spiceland, Ind. — General patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— 65%. August 24. Very good, Joan, and
all the cast does excellent work. A pleasing pic-
ture from start to finish. Seven reels. — O. A.

Halstead, Cozy theatre, Duchesne, Utah. — General
patronage.

ON ZE BOULEVARD: Lew Cody— Got by

better than I thought it would. Not a very sat-
isfying production, though. Seven reels. — C. M.

Vail, Blende theatre, Benton, Wis. — General pat-
ronage.

CAPTAIN SALVATION: Special cast— Deliver
us from any more like this. First picture any-
one ever walked out on us and wished I could
have gone with them. — Wade H. Kerr, Spiceland#
Ind. — General patronage.

ROOKIES: Special cast — One of those come-
dies which make the audience howl with delight.
Both stars very good in this one. Seven reels. —
C. M. Vail, Blende theatre, Benton, Wis. — General
patronage.

ROOKIES: Karl Dane — September 15-16. This
picture is worth its weight in gold when it
comes to a picture show, Don’t fail to book this
picture and be sure to advertise at least two
weeks ahead ; 100 per cent good. Seven reels. —
Earl N. Conway, Electric theatre, St. Francis,
Kan. — General patronage.

TELL IT TO THE MARINES: Lon Chaney—
This is a real picture and will go good and will
make money if bought right. Ten reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

TILLIE THE TOILER: Marion Davies — Just
good entertainment. Rather weak plot. — Wade H.
Kerr, Spiceland, Ind. — General patronage.

THE DEMI BRIDE: Norma Shearer — Septem-
ber 8. Just a fair picture. Not nearly as good
as Norma’s other ones. Seven reels. — Andrew
Rapp, Theatorium theatre, Emlenton, Pa. — Gen-
eral patronage.

DESERT’S TOLL: Special cast — Just a fair
Western. Five reels. — J. W. Schmidt, Grand
theatre, Breese, 111. — General patronage.

THE RED MILL: Marion Davies — Supposed to
be daring and exciting, but really is tiresome. —
Wade H. Kerr, Spiceland, Ind. — General patron-
age.

MR. WU : Lon Chaney — Will pass, but not a
great picture by any means. — Wade H. Kerr,
Spiceland, Ind. — General patronage.

HEAVEN ON EARTH: Special cast— A very
creditable picture. — Wade FI. Kerr, Spiceland, Ind.
— General patronage.

THE WANING SEX: Special cast — Fair pic-
ture.— Wade H. Kerr, Spiceland, Ind. — General
patronage.

FLESH AND THE DEVIL: Special cast— Oh,
what a headache after this one. Terrible. Never
could get acquainted with the man or woman
who would enjoy it. — Wade H. Kerr, Spiceland,
Ind. — General patronage.

TIN HATS: Special cast — Fairly good comedy.
Nothing to rave about. — Wade H. Kerr, Spiceland,
Ind. — General patronage.

TIN HATS: Special cast — This is a little old,
but just the same it gave best of satisfaction.

Get it and give them something to laugh at.
Eight reels. — M. W. Hughes, Colonial theatre,
Astoria, 111. — General patronage.

EXIT SMILING: Special oast — August 27-28.
Cause for releasing this unknown kind of cheese
not determined. Beatrice Lillie’s acting fine, but,
believe me, that doesn’t mean entertainment. Just
forget it. Seven reels. — Harry G. Selk, Selk the-
atre, Scotia, Neb. — Small town patronage.

BARDELYS THE MAGNIFICENT: Special cast
— You won’t have 50 feet of this off until you see
you’re stung. Awful stuff. — Wade H. Kerr, Spice-
land, Ind. — General patronage.

THE UNKNOWN: Lon Chaney — Lon Chaney
better save up his cash if he keeps on with this
kind. It’s an awful flop. — Wade H. Kerr, Spice-
land, Ind. — General patronage.

THE UNKNOWN : Lon Chaney — September
7-8. A very good picture and pleased the major-
ity of the attendance. Business was better than
usual. Seven reels. — C. B. Hesterly, Palace the-
atre, Naples, Tex. — General patronage.

THE FLAMING FOREST: Special oast— Very
good, the patrons said. Didn’t see it. — Wade H.
Kerr, Spiceland, Ind. — General patronage.

WAR PAINT : Special cast — Very good West-
ern.— Wade H. Kerr, Spiceland, Ind. — General pat-
ranage.

WAR PAINT: Tim McCoy — A very good play
and looks like true to life. Seven reels. — J. W.
Schmidt, Grand theatre, Breese, 111. — General
patronage.

VALENCIA: Mae Murray — September 5-6.

Fairly good entertainment, although not up to
Mae Murray’s standard. Some liked it and some
didn’t. Six reels. — C. B. Hesterly, Palace theatre,
Naples, Tex. — General patronage.

BATTLING BUTLER: Special cast — Funny in
spots. Some parts ridiculous. — Wade H. Kerr,
Spiceland, Ind. — General patronage.

THE NAVIGATOR: Buster Keaton — Buster is
o.k. A good, clean laugh picture and one you
■will enjoy and look your patrons in the eyes as
they come out. It is a sea story and as good as
some of Harold Lloyd’s. They don’t rob you to
rent it. — C. A. Riggs, Gem theatre, Hartford,
Kan. — Small town patronage.

Paramount

MAN POWER: Richard Dix — 65%. September
9-10. The best picture in which Richard Dix has
played as yet. This play is cleverly constructed
and every detail is worked up to its highest
climax without being overdrawn. It is a good
picture where you want to shun Westerns. Mary
Brian is elegant, the kind of actress you want
to see again. — A. J. Gibbons, Illinois theatre.
Metropolis, 111. — General patronage.

SWIM GIRL SWIM: Special cast — 75%. Good
entertainment. — H. V. Smoots, Vine theatre, Mt.
Vernon, O. — General patronage.

TIME TO LOVE Raymond Griffith — 66%.
September 2. Much better than some of his pre-
vious ones. They liked it. Six reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

TIME TO LOVE: Raymond Griffith — 30%.
Will please the Griffith fans. Six short reels
in good condition. Six reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small
town patronage.

METROPOLIS: German cast — 62%. Septem-
ber 14-15. This is entirely different from any
feature I have ever seen. In many ways it is
marvelous, and the photography is wonderful,
but it is such a deep theme, I doubt if it will
have much entertainment value in the average
small town. They walked out on it here. It’s
some dreamer’s idea of life as lived a thousand
years in the future. It’s a German made U-F-A.
Eight reels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

METROPOLIS: German cast — September 11.
Showed this one night to a good crowd. Marvelous
settings and great camera work. A story of
the city of the future. Very powerful.
reels. — Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — Small town patronage.

UNDERWORLD Special cast — 85%. September
14-15. Another “Miracle Man.” — H. V. Smoots,
Vine theatre, Mt. Vernon, O. — General patronage.

HULA: Special cast — 80%. September 5-6. Very
good but not the drawing power of “IT.” — H. V.
Smoots, Vine theatre, Mt. Vernon, O. — General
patronage.

WEDDING BILLS: Raymond Griffith — 60%.
September 13. The best Raymond Griffith I ever
ran. No drawing power because he has made so

54

EXHIBITORS HERALD

October 1, 1927

many rotten ones. Seven reels. — Robert Yancey,
Bonny theatre, Mansfield, Mo. — General patron-
age.

THE MYSTERIOUS RIDER: Jack Holt— 70%.
August 28-29. I heard no comments on this one,
but I knew the box office clicked for two nights.

I believe the patrons were satisfied and I know
we were. Six reels. — O. A. Halsted, Cozy theatre,
Duchesne, Utah. — General patronage.

THE MYSTERIOUS RIDER: Special cast— As
usual very good. Patrons really enjoyed it. — •
Wade H. Kerr, Spiceland, Ind. — General patron-
age.

EVERYBODY’S ACTING: Betty Bronson—
67%. September 7. A delightful comedy-drama,
with a superb cast. Raymond Hitchcock, Ford
Sterling and Henry Walthall were great. Here
is a picture with a story that is refreshingly
different from the usual run. Seven reels. — E.
M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

EVERYBODY’S ACTING: Special cast— 20%.
September 5. A very good program picture.
Opened Paramount week with it but it failed
to get any business for us. In fact Paramount
week was a flop and I believe that this will be
our last. The picture is a fast moving comedy
that pleased our house. Seven reels. — Paul B.
Hoffman, Legion theatre, Holyrood, Kan. — Small
town patronage.

EVERYBODY’S ACTING: Special cast— Good
picture. — Wade H. Kerr, Spiceland, Ind. — General
patronage.

STARK LOVE: Special cast — 75%. September
9-10. — H. V. Smoots, Vine theatre, Mt. Vernon,
O. — General patronage.

CHILDREN OF DIVORCE: Special east— 77%.
August 30-31. A good box office bet. The two
stars drew them in. Personally I thought Clara
Bow badly miscast. She is not mature enough
to portray a married woman with a four year
old child. Seven reels. — E. M. Biddle, Strand the-
atre, Paoli, Ind. — Small town patronage.

KID BOOTS: Eddie Cantor— 77%. September
9-10. This was a big hit with us. Acting by
Cantor was clever. Although it is lacking in a
story the picture has plenty of comedy and action.
There are a couple of scenes that were great. I
am sure that this will go over good in most
any place. We were well pleased with it. Six
reels. — Paul B. Hoffman, Legion theatre. Holy-
rood, Kan. — Small town patronage.

LET IT RAIN: Douglas MacLean — 75%. Sep-
tember 9. Seemed to go good here. Got plenty
of laughs. Doug is generally good. Six reels. —
M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

LET IT RAIN : Douglas MacLean — 50%. Sep-
tember 7. A good comedy program picture.—
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

LET IT RAIN : Douglas MacLean — Very good
light comedy. — Wade H. Kerr, Spiceland, Ind. —
General patronage.

RUNNING WILD: Special cast— 65%. Septem-
ber 7-8. Fair. — H. V. Smoots, Vine theatre, Mt.
Vernon, O. — General patronage.

LONDON: Dorothy Gish — 81%. September 10.
A Limehouse story of London. Fair only. British
characters mean nothing here as they don’t savvy
them. Six reels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

SO’S YOUR OLD MAN: W. C. Fields— 84%
September 3. A dandy comedy that drew excellent
Saturday business. Ran this as part of double
feature program. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

THE CAMPUS FLIRT: Bebe Daniels— 53%.
September 10. You don’t have to hide in the
basement to keep from facing your people after
showing this picture. Our new superintendent of
schools just arrived in town said, "The best
picture I have seen in six months, brother.” An
auto load of folks from 12 miles out said, “That
was worth coming to see. We’ll be back.” This
is one of the few pictures that we get that
make us glad to be in the show business. Seven
reels. — Clarence E. Hopkins, Hopkins theatre.
Cotter, Ark. — Small town patronage.

THE CAMPUS FLIRT: Bebe Daniels — Can’t
beat it for the kind. A real show. — Wade H. Kerr,
Spiceland, Ind. — General patronage.

NEW YORK: Special cast — 45%. One of those
semi-mystery semi-detective plays on which half
the literary hacks from Shakespeare down to the
present time have rung the changes and called
it a play. Just two small incidents in the story
original and these of trifling import. The most
important thing about the play is the full dress
crooks which give a new interest to them. Just

why a Paramount salesman has the nerve to
ask the price which I paid surpasses my observa-
tion in examples of gall which those salesmen
exhibit when they are bent on availing themselves
of their opportunity. An ordinary good play but
worth no more than the minor price that Para-
mount charges.- — A. J. Gibbons, Illinois theatre,
Metropolis, 111. — General patronage.

STRANDED IN PARIS: Bebe Daniels— 32%.
September 7. Another good offering by this star
and although it failed to draw it pleased them all.
Carries plenty of action and will please most any
house. Seven reels. — Paul B. Hoffman, Legion
theatre, Holyrood, Kan. — Small town patronage.

STRANDED IN PARIS: Bebe Daniels— Good
entertainment. Pleased every one. Bebe is a favor-
ite here Six reels. — Giacoma Brothers, Crystal
theatre, Tombstone, Ariz. — General patronage.

MANTRAP: Clara Bow — 80%. August 17. A
very fine production as I see it. It’s a little old,
but it’s full of fun and pep. You exhibitors in
country towns, get it if it is a little old. Clara
is fine. Seven reels. — M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

MANTRAP: Special cast — A wonderful picture
well directed, beautiful photography and Clara
Bow sure makes it real. — Wade H. Kerr, Spice-
land, Ind. — General patronage.

THE ACE OF CADS: Adolphe Menjou — 25%.
September 13. A good, satisfactory program pic-
ture.— Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

THE KID BROTHER: Harold Lloyd— 90%
August 23. One of the best comedies Harold ever
made. By all means get it, even if it is a little
late. Any Lloyd picture should be run, as they
help build my business. Eight reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

THE KID BROTHER: Harold Lloyd— Hard to
beat this one for fast moving comedy. — Wade H.
Kerr, Spiceland, Ind. — General patronage.

IRISH LUCK: Thomas Meighan— 18%. Sep-
tember 3. A picture that pleased our patrons.
This 6tar liked very much here, and a good draw-
ing card. Would advise any exhibitor to play all
this star’s pictures. Print in good condition.
Seven reels. — J. S. Landry, Columbia theatre,
Morganza, La. — General patronage.

FLOWER OF NIGHT: Pola Negri— 20%.
September 10. Just a program picture. Small
crowd we had seemed to enjoy it. Star not very
popular here. Print in good condition. — J. S.
Landry, Columbia theatre, Morganza, La. — Gen-
eral patronage.

BEAU GESTE: Ronald Colman — August 29.
30-31-September 1. A very good picture. Attend-
ance first night very good, but dropped off con-
siderably second day. Ran for four days. Did
not make any money on same. Weather was ideal
also. Ten reels. — William Dabb, Lyric theatre,
Shenandoah, Pa. — General patronage.

THE WAY OF ALL FLESH: Emil Jannings—
September 8-9. Terrible box office receipts ac-
cording to rental paid. Good picture with very
good moral. Jannings is a wonderful actor, but
but he is no clicker at box office here. Nine reels.
— Mrs. Richard A. Preuss, Arvada theatre, Ar-
vada, Colo. — Small town patronage.

FIREMAN, SAVE MY CHILD: Special east—
September 5-6-7. A slap-stick comedy that did
not go over very well. Ran for three days. Just
a fair program comedy. Nothing big about it.
Seven reels. — William Dabb, Lyric theatre, Shen-
andoah, Pa. — General patronage.

HOLD THAT LION : Douglas MacLean — A
good picture ruined by the first two reels, where
Douglas MacLean goes through the first two reels
without any trousers. When will the producers
learn that we do not want such rot. Public
wants clean entertainment and these kind hurt
the show business. — R. K. Lattin, Strand theatre,
Valparaiso, Neb. — General patronage.

HOLD THAT LION : Douglas MacLean — Very
good light comedy. Everyone seemed to enjoy it.
— Wade H. Kerr, Spiceland, Ind. — General patron-
age.

SERVICE FOR LADIES: Adolphe Menjou—
September 12-13. A high class picture suitable for
the highbrows. Very good, but was a complete
flop in my theatre. I think Menjou’s days are
over in this locality. Seven reels.— William Dabb,
Lyric theatre, Shenandoah, Pa. — General patron-
age.

FORLORN RIVER: Jack Holt— Very good.
Can get by with these kind any time. — Wade H.
Kerr, Spiceland, Ind. — General patronage.

FORLORN RIVER: Jack Holt— A very good
Zane Grey Western, but Paramount charges me

too much. If I don’t get a reduction I will let
them alone. Seven reel6. — M. W. Hughes, Co-
lonial theatre, Astoria, 111. — General patronage.

WE’RE IN THE NAVY NOW: Special cast^-
Not as well received as “Behind the Front.” Beery
and Hatton are stars that soon lose their luster. —
Wade H. Kerr, Spiceland, Ind. — General patron-
age.

SON OF HIS FATHER: Special cast— If you
want a good, clean, thrilling outdoor action and
comedy Western, book this one. It is a Harold
Bell Wright story and has some very exciting
climaxes at times. Audience cheered, yelled and
clapped hands. Sure is fine. Seven reels. — C. A.
Riggs, Gem theatre, Hartford, Kan. — Small town
patronage.

CONTRABAND : Special cast — Very good com-
edy drama. Action, thrilling and anxiety. Story
of a young lady who blows up a town through
the column of her paper. Eight reels. — C. A.
Riggs, Gem theatre, Hartford, Kan. — Small town
patronage.

CASEY AT THE BAT: Wallace Beery-

Drunken beer saloon scene spoiled a good picture.
Beery slipped back several notches. — Wade H.
Kerr, Spiceland, Ind. — General patronage.

THE CAT’S PAJAMAS: Special cast— Weak.
Not enough action. — Wade H. Kerr, Spiceland,
Ind. — General patronage.

THE CAT’S PAJAMAS: Betty Bronson — Sep-
tember 13-14. Nice little program picture which
is out of the ordinary. The ladies said it was
cute. Six reels. — Wm. E. Tragsdorf, Trags the-
atre, Neillsville, Wis. — Small town patronage.

TIN GODS: Thomas Meighan — Not the won-
derful production it is said to be. Too much fake
scenery. — Wade H. Kerr, Spiceland, Ind. — General
patronage.

PARADISE FOR TWO: Richard Dix— Good,
but not up to Dix’s best. — Wade H. Kerr, Spice-
land, Ind. — General patronage.

THE SHOW OFF: Special cast — Not much to
get excited about, but will pass. — Wade H. Kerr,
Spiceland, Ind. — General patronage.

HOTEL IMPERIAL: Pola Negri — Disappointed.
Nothing extra. — Wade H. Kerr, Spiceland, Ind. —
General patronage.

FASCINATING YOUTH: Special oast— Just
ordinary, but clean. — Wade H. Kerr, Spiceland,
Ind. — General patronage.

YOU NEVER KNOW WOMEN: Florence
Vidor — Very good. — Wade H. Kerr, Spiceland, Ind.
— General patronage.

THE AMERICAN VENUS: Special cast— Good
fashion show in color and entertaining all the
way. Seven reels. — J. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

THE MAN OF THE FOREST: Special cast—
Very fine. They like these kind. — Wade H. Kerr,
Spiceland, Ind. — General patronage.

THE CANADIAN : Thomas Meighan — The

dyed-in-the-wool Meighan fans liked this one, but
others said it was not so good. Eight reels. —
C. M. Vail, Blende theatre, Benton, Wis. — General
patronage.

THE CANADIAN : Thomas Meighan — A very
good story laid in Canadian wheat fields. A little
slow but pleased generally. Eight reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

PADLOCKED: Special cast — Good entertain-

ment.— Wade H. Kerr, Spiceland, Ind. — General
patronage.

THE QUARTERBACK: Richard Dix— Excel-
lent. Dix rarely disappoints you. — Wade H. Kerr,
Spiceland, Ind. — General patronage.

Pathe-P D C

NO CONTROL: Special cast — 32%. September
9-10. This was sold to me as a special, but it is
just a good program picture. It is a circus and
race track story and the horse is sure good. A
light comedy that will entertain. Six reels. —
O. A. Halstead, Cozy theatre, Duchesne, Utah. —
General patronage.

PALS IN PARADISE: William Boyd— 75%
August 25. Very, very good picture as our audi-
ence saw it. Give us more like it. The high
society pictures do not please as well as this
class. Six reels. — M. W. Hughes, Colonial the-
atre, Astoria, 111. — General patronage.

NO MAN’S LAW: Rex— 90%. September 2.
The wild horse sure pulls them in and the pic-
ture was well liked. Seven reels. — B. Hollenbeck,
Rose theatre, Sumas, Wash. — Small town patron-
age.

NOBODY’S WIDOW: Special cast^75%. Sep-
tember 8. Very good comedy. Gave good satis-

October 1, 1927

EXHIBITORS HERALD

55

faction. Give us more like this. Six reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

THE NERVOUS WRECK: Harrison Ford— 15%
September 14. Bought it for two nights, played
it one. Paid for special and got a very ordinary
program picture. This satisfied about 50 per cent.
— Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

THE SEA WOLF: Ralph Ince— 10%. Septem-
ber 7. Plenty of different comments about this
one. Some said too much rough stuff. Some
said the star too mean. Some said they wanted
the wolf to get a beating. Some did not like
the ending. However, some said they liked it
very much. Print in good condition. Seven
reels. — J. S. Landry, Columbia theatre, Morganza,
La. — General patronage.

UP IN MABEL’S ROOM: Marie Prevost>-60%.
September 1. A knockout comedy don’t be afraid
to step on this one. Seven reels. — B. Hollenbeck,
Rose theatre, Sumas, Wash. — Small town patron-
age.

THE VOLGA BOATMAN: William Boyd—
61%. June 11. This picture is without a doubt
a good picture considering the acting of Boyd.
Some of my patrons said the story was no
good. Personally I liked it, but would like to
ask Mr. DeMille why it was necessary to show
the soldiers tearing the clothes off a woman.
Ten reels. — G. N. Lounsbery, I. O. O. F. Hall,
Grand Gorge, N. Y. — Small town patronage.

CORPORAL KATE: Vera Reynolds — A very
good picture with a little different war angle.
Seven reels. — M. W. Hughes, Colonial theatre,
Astoria, 111. — General patronage.

RUBBER TIRES: Bessie Love— September 10.
Nothing extra although it was liked and did extra
good Saturday night business. Seven reels. — C.
B. Hesterly, Palace theatre, Naples, Tex. — Gen-
eral patronage.

EVE’S LEAVES: Leatrice Joy — August 23-24.
Good show, with one objection : Miss Joy’s in-
terpretation of sex appeal supposed to be com-
edy, but it’s vulgarity. Not fit for immature
minds. Why do they insist? Seven reels. —
Harry G. Selk, Selk theatre, Scotia, Neb. — Small
town patronage.

MADAM BEHAVE: Special cast — If you want
a real picture full of comedy laughs and a pic-
ture you can boost, then look your patrons square
in their smiling faces as they come out. It is
as good or better than some high price comedy
special. Buy it and boost it. Six reels. — C. A.
Riggs, Gem theatre, Hartford, Kan. — Small town
patronage.

THE DEVIL HORSE: Rex — Good picture, one
most people will enjoy. — R. K. Lattin, Strand
theatre, Valparaiso, Neb. — General patronage.

United Artists

THE LOVE OF SUNYA: Gloria Swanson—
30%. July 25-26. A fine picture and pleased
most every one, but only got a few out to see
it. They don’t appreciate pictures of this class
here so we just can’t get them out. Played two
nights to small houses and did only about half
enough to pay expenses. Seven reels. — W. C.
Snyder, Cozy theatre, Lamont, Okla. — General
patronage.

RESURRECTION : Rod LaRoeque — 50%. Sep-
tember 18-19. This is a big picture. Good story,
cast good, but first part of picture killed by too
suggestive scenes. Can’t put this over in this
town. Satisfaction 50-50. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

RESURRECTION: Rod LaRoeque — 25%. June
28-29-30. Another fine picture that flopped at
the box office on account of no patronage. Played
three nights and took in about enough to pay
film rental. Had a tent>show for opposition and
people will go there instead of going to the the-
atre where they will see something that will be
of benefit. Ten reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

THE EAGLE: Rudolph Valentino — 35%. April
23. A very good program picture and played to
a small Saturday night crowd and made just a
little above expenses. Seven reels. — W. C. Sny-
der, Cozy theatre, Lamont, Okla. — General pat-
ronage.

THE NIGHT OF LOVE: Vilma Banky— 50%.
June 10-11. A fine picture and deserved a much
better patronage than we got. It seems that we
can’t get them out to see a picture of this class
as they don’t seem to appreciate the kind of en-
tertainment that we are giving them. Played

two nights to small houses and lost money. Eight
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla.
— General patronage.

PARTNERS AGAIN: George Sidney— 22%.

July 2. This picture a little old but a good one
at that. Played this to a very small Saturday
night crowd and just about made expenses.
Pleased most all my patrons. Had a rotten tent-
show for opposition so couldn’t expect very many
to see a good clean picture. Six reels. — W. C.
Snyder, Cozy theatre, Lamont, Okla. — General
patronage.

THE WINNING OF BARBARA WORTH:
Vilma Banky — 100%. April 4-5-6. This is a big
picture and worth running in any theatre. Played
three nights to good houses and made good
money. Think my patrons were well pleased.
Nine reels. — W. C. Snyder, Cozy theatre, Lamont,
Okla. — General patronage.

THE WINNING OF BARBARA WORTH: Spe-
cial cast — 90%. Good drawing power due to popu-
larity of book, a better than average Western
worth a raise in admission. Eight reels. — Thomas
G. Norton, Town Hall theatre, Allegany, N. Y. —
Small town patronage.

THE GENERAL: Buster Keaton — 80%. Sep-
tember 4-5. A very good comedy-drama with an
out of the ordinary plot. Buster is an engineer
during the Civil War and sure makes things hum.
Eight reels. — C. A. Peterson, Royal theatre,
Saxon, Wis. — Small town patronage.

THE GENERAL: Buster Keaton— 33%. Au-
gust 27. A very good picture of the comedy
type and pleased the majority. Played to a small
Saturday night house and just made expenses.
Eight reels. — W. C. Snyder, Cozy theatre, La-
mont, Okla. — General patronage.

ONE EXCITING NIGHT: Carol Dempster—
45%. September 10. A very exciting picture
and a fine mystery play. Had the best Saturday
night house that we have had for some time.
Pleased most all my patrons and made a little
money. Eleven reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

SPARROWS: Mary Pickford— 37%. August

23-24. Had seen several adverse reports on this
picture and was a little afraid to play it, but it
pleased the few that came out. Played two nights
to small houses and took in about enough to pay
film rental. Nine reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

THE MARK OF ZORO: Douglas Fairbanks —
40%. March 26. A very good program picture,
although a little old, and played to fair Saturday
night crowd. Think it pleased most of my pa-
trons. Eight reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

STELLA DALLAS: Belle Bennett — 40%. Au-
gust 10-11. A fine big picture and should go
over good anywhere. Played two nights to small
houses and just made expenses. Five reels. — W.
C. Snyder, Cozy theatre, Lamont, Okla. — General
patronage.

THE LOVE LIGHT: Mary Pickford— 6%. July
4. A good program picture that made a complete
fizzle at the box office. Didn't take in half enough
to pay film rental. Too many other attractions
so couldn’t get them out. Pleased the few who
came. Seven reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

AMERICA: Special cast — 40%. April 15-16.

A good picture from an educational standpoint,
but it seems we can’t get them for this type
of picture. Played two nights to small houses,
but came out a little to the good at that. Eleven
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla.
— General patronage.

THROUGH THE BACK DOOR: Mary Pick-
ford— 40%. April 9. Another good Pickford pic-
ture and went over very well to a fair Saturday
night crowd. Miss Pickford seems to be slipping
here as she doesn't draw so well as a year or two
ago. However, made a little money. Seven reels.
— W. C. Snyder, Cozy theatre, Lamont, Okla. —
General patronage.

THE GIRL I LOVE: Charles Ray— September
14. Not much of a picture. Too old. Seven
reels. — Andrew Rapp, Theatorium theatre, Emlen-
ton. Pa. — General patronage.

Universal

THE DENVER DUDE, HEY, HEY, COWBOY:

Hoot Gibson — 50%. Both are average Gibson’s.
I cannot see where he is any better than May-
nard, Jones or McCoy yet they ask more, but I
am laying off until his pictures are in line. Six
reels. — M. W. Hughes, Colonial theatre, Astoria,
111. — General patronage.

THE DENVER DUDE: Hoot Gibson — August
30-September 1. Here is a Gibson you can ill af-
ford to pass up. Ideal entertainment for any au-
dience except possibly the title. Clean and
wholesome. That’s what appeals to small town
audiences. Many favorable comments. Six reels.
— Harry G. Selk, Selk theatre, Scotia, Neb. —
Small town patronage.

THE LOVE THRILL: Laura LaPlante— 40%.
August 27-28. A very good picture. Laura is
always good here. Low percentage on account
of heat. Seven reels. — A. J. W. Koehler, Koehler
theatre, Uehling, Neb. — General patronage.

ROLLING HOME: Reginald Denny — 65%.

September 3. Not as good as some of his other
releases. It will make a fair program offering,
though it seems to lack the usual fast action, but
has some good comedy. Six reels. — Paul B. Hoff-
man, Legion theatre. Holy rood, Kan. — Small town
patronage.

SIEGE: Special cast — Nothing to this one.

Seven reels. — J. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

THE CLAW : Norman Kerry — August 5-6.
Very good picture of African Veldt. A picture
that gets under the skin. Will please your au-
dience 80 per cent. Can’t tell as to drawing
power as I had a free Chautauqua for competi-
tion. Plenty tough. Six reels. — Harry G. Selk,
Selk theatre, Scotia, Neb. — Small town patronage.

THE BUCKAROO KID: Hoot Gibson — It’s good.
Six reels. — J. W. Schmidt, Grand theatre, Breese,
111. — General patronage.

PAINTING THE TOWN: Special cast— Sep-
tember 9-10. Patrons still commenting. Since
they are the people we try to please, this must
be good. Personal opinion : very clever comedy
drama. Tryon easily wins the laurels. One
scene could have been eliminated without injuring
picture. Six reels. — Harry G. Selk, Selk theatre,
Scotia, Neb. — Small town patronage.

LOVE ’EM AND LEAVE ’EM: Evelyn Brent
— Such pictures as this do not get any place here.
Lost money at $7.50. Title kills it here. Six
reels. — M. W. Hughes, Colonial theatre, Astoria,
111. — General patronage.

BRONCO BUSTER: Fred Humes— August 12-
13. Fair Blue Streak but no drawing power.
These please but won’t break any house rec-
ords. Five reels. — Harry G. Selk, Selk theatre,
Scotia, Neb. — Small town patronage.

HELD BY THE LAW: Lewis Stone— Fair,
not as good on suspense as a lot I have run.
Not as good as “The Goose Woman’* by same
company. Ggenerally I don’t care so much for
Universal as I can’t get price right on such an
amount as they try to sell. I am going to pick
them hereafter or let them alone. Seven reels.
— M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

PEACOCK FEATHERS: Special cast— Not
much to this one. Seven reels. — J. W. Schmidt,
Grand theatre, Breese, 111. — General patronage.

ALIAS THE DEACON: Jean Hersholt— Sep-
tember 10. A good story of “just plain folks.”
Jean Hersholt is wonderful as the deacon. No
box office title here. Receipts poor. Seven reels.
— Mrs. Richard A. Preuss, Arvada theatre, Ar-
vada, Col. — Small town patronage.

DOWN THE STRETCH: Special cast — August
19-20. Story of the race track and it’s fine, so
my patrons commented, the few who saw it.
Nixon and Agnew fine team. Six reels. — Harry
G. Selk, Selk theatre, Scotia, Neb. — Small town
patronage.

HANDS OFF: Fred Humes — September 3-4.
Nice little picture. Nothing crashing but will
satisfy your Saturday Western crowd. Absolute-
ly clean. Five reels. — Harry G. Selk, Selk theatre,
Scotia, Neb. — Small town patronage.

THE STILL ALARM: Special cast — A good
fire house picture. Eight reels. — J. W. Schmidt,
Grand theatre, Breese, 111. — General patronage.

SKINNER’S DRESS SUIT: Reginald Denny-
Very good. Seven reels. — J. W. Schmidt, Grand
theatre, Breese, 111. — General patronage.

Warner Brothers

IRISH HEARTS: May McAvoy— 60%. August
27. A nice little picture that pleased everybody.
Six reels. — B. Hollenbeck, Rose theatre, Sumas,
Wash. — Small town patronage.

IRISH HEARTS: May McAvoy — A very ordi-
nary picture. Some said very poor. — C. M. Vail,
Blende theatre, Benton, Wis. — General patronage.

DON JUAN: John Barrymore — 50%. Septem-
ber 6. A very fine picture of the better class, but

EXHIBITORS HERALD

October 1, 1927

56

too much class for country towns. Did not care
for it here. Ten reels. — M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

WOLF’S CLOTHING: Monte Blue— 40%. Au-
gust 15. Not much. Too silly a dream. Seven
reels. — M. W. Hughes, Colonial theatre, Astoria,
111. — General patronage.

RED HOT TIRES: Monte Blue — A good com-
edy drama. Seven reels. — J. W. Schmidt, Grand
theatre, Breese, 111. — General patronage.

RED HOT TIRES: Monte Blue— September
4-5. A dandy picture with plenty of action and
comedy. Pleased very well. Seven reels. — Wm.
E. Tragsdorf, Trags theatre, Neillsville, Wis. —
Small town patronage.

OTHER WOMEN’S HUSBANDS: Monte Blue
— It’s good. Seven reels. — J. W. Schmidt, Grand
theatre, Breese, 111. — General patronage.

OTHER WOMEN’S HUSBANDS: Special

cast — Don’t buy it unless you can’t get anything
else. — F. M. Edgett, Lyric theatre, Earlville, 111.
— General patronage.

MY OFFICIAL WIFE: Special cast — Another
would be special. Lay off this one. — F. M. Edgett,
Lyric theatre, Earlville, 111. — General patronage.

ACROSS THE PACIFIC: Monte Blue— Poorest
Monte Blue picture I ever ran. Nothing big but
once. — F. M. Edgett, Lyric theatre, Earlville, 111.
— General .patronage.

BOBBED HAIR: Marie Prevost — A very en-
tertaining action picture. A better picture than
title indicates. Eight reels. — M. W. Hughes, Co-
lonial theatre, Astoria, 111. — General patronage.

WHILE LONDON SLEEPS: Rin Tin Tin-
Sold for a special. Far from it. Only fair pro-
gram.— F. M. Edgett, Lyric theatre, Earlville,
111. — General patronage.

THE BETTER OLE: Sid Chaplin— If your
patrons like slapstick comedy get this as it is
very funny. Nine reels. — M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

OH WHAT A NURSE: Syd Chaplin— Septem-
ber 11-12. A pretty good picture which would
have been much better if it had been two reels
shorter. It seemed to drag in spots. Everyone
compared it with “Charley’s Aunt” and it suffered
by comparison. Seven reels. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pat-
ronage.

SATAN IN SABLES: Special cast — It’s good.
Seven reels. — J. W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

THE MAN UPSTAIRS: Monte Blue — It’s good
and keeps you guessing. Six reels. — J. W. Schmidt,
Grand theatre, Breese, 111. — General patronage.

SO THIS IS PARIS: Special cast — Rotten,
“Nuff sed.” — F. M. Edgett, Lyric theatre, Earl-
ville, 111. — General patronage.

State Rights

BROADWAY PRINCE: George Walsh— Very
good. Six reels. — Giacoma Brothers, Crystal the-
atre, Tombstone, Ariz. — General patronage.

SHARKEY-DEMPSEY FIGHT: Failed to draw.
Complete seven rounds. Two reels. — Giacoma
Brothers, Crystal theatre, Tombstone, Ariz. —
General patronage.

Serials

THE GREEN ARCHER: (Pathe) Special cast
— This serial is a little old but film was good
and gave best of satisfaction and held the crowd
better than any serial I ever ran. Ten episodes.
— M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

THE SILENT FLYER: (Universal) Silver
Streak — A very good serial. Seems to please most
all, but I have more walkouts than I did on “The
Green Archer,” and does not draw as well. Ten
episodes. — M. W. Hughes, Colonial theatre, As-
toria, 111. — General patronage.

WHISPERING SMITH RIDES: (Universal)

Wallace McDonald — Chapter 1. By all appear-
ances this looks to be a good serial and all liked
it. Two reels. — C. B. Hesterly, Palace theatre,
Naples, Tex. — General patronage.

Short Features

COLUMBIA

ASSORTED NUTS: Fair. Two reels. — Andrew
Rapp, Theatorium theatre, Emlenton, Pa. — Gen-
eral patronage.

PEGG’S HEROES: Very good. Children good
in this one. Two reels. — Andrew Rapp, Theator-
ium theatre, Emlenton, Pa. — General patronage.

Minister Favors
Sunday Shows

(Special to the Herald)

MASSENA, N. Y., Sept. 27.—
Hurrah for Rev. Lascelles Ward,
rector of St. John’s Episcopal
chuch in Massena, N. Y. The Rev.
Ward had the courage to declare
himself last week in favor of Sun-
day motion picture shows in a
campaign being waged in his vil-
lage.

EDUCATIONAL

CHEAP SKATER: Good. Two reels.— J. W.
Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

DUMMY LOVE: Bobby Vernon — Did not see
this, but reports were all to the good. Lots of
laughs. Two reels. — G. S. Kenny, Community
theatre, Greenwood, Ind. — General patronage.

EDUCATIONAL COMEDIES: As a rule Edu-
cational comedies and Kinograms are hard to beat.
We have been well pleased with their service. —
Wade H. Kerr, Spiceland, Ind. — General patron-
age.

FIRE AWAY : Good. Two reels. — J. W.
Schmidt, Grand theatre, Breese, 111. — General
patronage.

FOOLS LUCK: Just fair. Two reels. — J. W.
Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

HANGING FIRE: Cliff Bowes— Good one reel
subject. One reel. — G. S. Kenny, Community the-
atre, Greenwood, Ind. — General patronage.

HODGE PODGE: Always good and entertain-
ing. One reel. — G. S. Kenny, Community theatre.
Greenwood, Ind. — General patronage.

HOME CURED: Good. Two reels. — J. W.
Schmidt, Grand theatre, Breese, 111. — General
patronage.

KID TRICKS: Big Boy — A good kid comedy.
Two reels. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

MEET MY DOG: Good. Lots of action for a
one reeler. — G. S. Kenny, Community theatre,
Greenwood, Ind. — General patronage.

NOBODY’S BUSINESS: Good. Two reels.—
J. W. Schmidt, Grand theatre, Breese, 111. Gen-
eral patronage.

PICK A PET : These are always interesting
and help program. One reel. — G. S. Kenny, Com-
munity theatre, Greenwood, Ind. — General pat-
ronage.

QUEER DUCKS: Funny, yes, it is. Two reels.
— Bert Silver, Silver Family theatre, Greenville,
Mich. — General ipatronage.

RUN TIN CAN: Fair. Two reels.— J. W.
Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

SALTY SAP: Good. Two reels.— J. W.

Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

SPOT LIGHT: Good. Two reels.— J. W.

Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

TEACHER, TEACHER: Lloyd Hamilton — Not
up to Hamilton’s usual pace. A few laughs.
Two reels. — G. S. Kenny, Community theatre.
Greenwood, Ind. — General patronage.

TIME FLIES: Fair. Two reels.-^I. W.

Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

WHAT A LIFE: Cliff Bowes— Good. One
reel. — Andrew Rapp, Theatorium theatre, Emlen-
ton, Pa. — General patronage.

YES YES BABBETT: Fair. Two reels.— J.
W. Schmidt, Grand theatre, Breese, 111. — General
patronage.

F B O

A KICK IN THE DARK: Wisecrackers— No.
12 of the Wisecrackers and the end of the series.
This was a good one, too. Two reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col.
— Small town patronage.

THE PACE MAKERS: A twelve episode com-
edy, each one complete. Are all’ good and hold
interest from first to last. You will be pleased
with them if you want a clean comedy, short
subject, laughs and thrills. Two reels. — C. A.
Riggs, Gem theatre, Hartford, Kan. — Small town
patronage.

THE RUG FIEND: Krazy Kat— One-half reel.
— C. B. Hesterly, Palace theatre, Naples, Tex. —
General patronage.

TO PAY OR NOT TO PAY: Beauty Parlor—
This series can’t help but be good. Two reels. —
Mrs. Richard A. Preuss, Arvada theatre, Arvada,
Col. — Small town patronage.

FOX

ELSIE IN NEW YORK: Only one shown. Not
much of a comedy. — Wade H. Kerr, Spiceland,
Ind. — General patronage.

FOX NEWS NO. 85: Special cast — An extra
good newsreel. Better than the last one. En-
joyed by all. One reel. — C. B. Hesterly, Palace
theatre, Naples, Tex. — General patronage.

KANGAROO DETECTIVE: Good novelty com-
edy. Two reels. — Bert Silver, Silver Family the-
atre, Greenville, Mich. — General patronage.

NAPOLEON JR.: Special cast— A real comedy
with plenty of fun making. Two reels. — C. B.
Hesterly, Palace theatre, Naples, Tex. — General
patronage.

NOT THE TYPE: Van Bibber— Good slap
stick comedy. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

PATHE

ICE COLD COCOS: Billy Bevan — Fair to mid-
dling. Have seen a lot of better ones. Two
reels. — B. Hollenbeck, Rose theatre, Sumas, Wash.
— Small town patronage.

KITTY FROM KALARNEY: A good funny
comedy. Two reels. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

OUR GANG COMEDIES: Best comedies to pull
I can get. Cost a little more but worth it. Two
reels. — M. W. Hughes, Colonial theatre, Astoria,
111. — General patronage.

PATHE COMEDIES AND NEWS: Pathe com-
edies and short reels are good. Can almost de-
pend on them to please, but not better than oth-
ers you can buy so do not pay advanced price. —
Wade H. Kerr, Spiceland, Ind. — General patron-
age.

SHOULD MEN WALK HOME: Mabel Nor-

mand — A better comedy than we get now adays as
a rule. She is funny. Two reels. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

THUNDERING FLEES: Our Gang— A dandy
little comedy as all of the Our Gang are. Two
reels. — B. Hollenbeck, Rose theatre, Sumas, Wash.
— Small town patronage.

WISE GUYS PREFER BLONDES: A good
comedy. Two reels. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

METRO-GOLDWYN-MAYER

THE FIGHTING DUDE: Lupino Lane— One
good laugh from start to finish. Two reels. —
L. I. Netzer, American Legion theatre, Lena,
Wis. — Small town patronage.

SUGAR DADDIES: Stan Laurel — M-G-M com-
edies are there all right. Hal Roach presents
it. Two reels. — Mrs. Richard A. Preuss, Arvada
theatre, Arvada, Col. — Small town patronage.

PARAMOUNT

PARAMOUNT NEWS: Don’t let anyone kid
you about news reels. The Paramount News has
class written all over every issue I have run so
far, and that is five of them. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patron-
age.

UNIVERSAL

THE GUMPS: These are all good and if
bought right cannot go wrong. Two reels. — M.
W. Hughes, Colonial theatre, Astoria, 111. — Gen-
eral patronage.

LOTS OF GRIEF: Andy Gump — A good two
reeler. — Robert Yancy, Bonny theatre, Mansfield,
Mo. — General patronage.

MY MISTAKE: Charley King — King is a co-
median and our town likes him. Two reels. —
Mrs. Richard A. Preuss, Arvada theatre, Arvada,
Col. — Small town patronage.

WATCH YOUR WIFE: Special cast— A nice
little picture. Six reels. — J. W. Schmidt, Grand
theatre, Breese, 111. — General patronage.

WHICH IS WHICH : Special cast — A real good
comedy that pleased all. Two reels. — C. B. Hes-
terly, Palace theatre, Naples, Tex. — General pat-
ronage.

YOUTH AND BEAUTY: Andy Gump— One of
the best Gumps of the season and all roared
over it. Two reels. — C. B. Hesterly, Palace the-
atre, Naples, Tex. — General patronage.

October 1, 1927

EXHIBITORS HERALD

57

BOX OFFICE TICKER

^the HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

No Man’s Gold (Fox) - 83.66%

Tell It to the Marines (M-G-M) 80.82%

The Cohens and Kellys (U) 78.00%

The Iron Horse (Fox) 78.00%

Tillie the Toiler (M-G-M) 77.50%

Irene (F. N.) 76.75 %

Keeper of the Bees (FBO) *» 76 69%

Laddie (F B O) 76.55%

The Calgary Stampede (U) 75.80%

It (Par) 75.27%

The Mysterious Rider (Par) 75.27%

The Gorilla Hunt (F B O) 75.07%

Don Mike (FBO) 73.53%

The Magic Garden (FBO) 73.17%

Arizona Sweepstakes (U) 73.07%

The Great K. and A. Train Robbery ( Fox) ..73.00%

Johnny Get Your Hair Cut (M-G-M) 72.96%

The Vanishing American (Par) 72.82%

The Tough Guy (FBO) 72.46%

Chip of the Flying U (U) 72.17%

The Last Trail (Fox) 72.10%

The Winning of Barbara Worth (U. A.) 70.81%

The Volga Boatman (PDC) 70.68%

Slide, Kelly, Slide (M-G-M) 70.44%

Flesh and the Devil (M-G-M) 70.11%

The Sea Beast (W. B.) 69.30%

The Bat (U. A.) 69.15%

Let’s Get Married (Par) 69.07%

'The Gentle Cyclone (U) 68.81%

Ella Cinders (F. N.) 68.80%

Tl^p Quarterback (Par) 68.63%

The Son of the Sheik (U. A.) 68.38%

Tin Hats (M-G-M)... 68.21%

Tarzan and the Golden Lion (FBO) 68.20%

Mr. Wu (M-G-M) 68.09%

The Scarlet Letter (M-G-M) 67.91%

Senor Daredevil (F. N.) 67.58%

The Scarlet West (F. N.) 1 67.40%

The Last Frontier (PDC) 66.78%

The Campus Flirt (Par) 66.75%

The Overland Stage (F. N.) 66.72%

The Four Horsemen (M-G-M) 66.30%

The Phantom Bullet (U) 66.23%

Hands Across the Border (FBO) 66.15%

The Fire Brigade (M-G-M) 66.13%

The Unknown Cavalier (F. N.) 66.12%

The Black Pirate (U. A.) 65.94%

Up in Mabel’s Room (PDC) 65.94%

Three Bad Men (Fox) 65.12%

The Kid Brother (Par) 65.28%

Orchids and Ermine (F. N.) 65.18%

Man of the Forest (Par.) 65.09%

A Regular Scout (FBO) 64.80%

The Devil Horse (P) 64.69%

Sea Horses (Par) 64.63%

We’re in the Navy Now (Par) 64.53%

His Secretary (M-G-M) 64. r0%

The Night Cry (W. B.) 64.33%

While London Sleeps (W. B.) 64.30%

Across the Pacific (W. B.) 64.07%

Corporal Kate (PDC) 63.83%

For Heaven's Sake (Par) 63,45%

The Man in the Saddle (U) 63.05%

Skinner’s Dress Suit (U) — 62.84%

Little Annie Rooney (U. A.) - 62.83%

Lone Hand Saunders (FBO) 62.71%

That’s My Baby (Par) 62.42%

Canyon of Light (Fox) 62.^3%

War Paint (M-G-M) 62 30%

Brown of Harvard (M-G-M) 61.96%

The Two Gun Man (FBO) 61.17%

The Masquerade Bandit (FBO). 61.00%

The Buckaroo Kid (U) 60 94%

Behind the Front (Par) 60.89%

The Denver Dude (U) 60.75%

Tony Runs Wild (Fox) 60.53%

The Texas Streak (U) 69. 50%

Under Western Skies (U) 60.09%

Tramp, Tramp, Tramp (F. N.) 60 06%

The Understanding Heart (M-G-M) 59.77%

Twinkletoes (F. N.) 59.57%

The Teaser (U) 5<>.50%

The Waning Sex (M-G-M) 59.32%

Sweet Daddies (F. N.) 59.31%

The Silent Rider (U) 59.00%

The Flaming Forest (M-G-M) 58 83%

His People (U) 58.71%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (M-G-M) 58.09%

Clash of the Wolves (W. B.) 57.75%

The Cowboy Cop (FBO) 57.72%

Paradise ( F. N. ) 57.50%

Mantrap (Par) 57.42%

The Dark Angel (F. N.) 57.14%

Rolling Home (U) 57.05%

Kid Boots (Par) 57.04%

Private Izzy Murphy (W. B.) 57 .00 jo

Forlorn River (Par) 56.92%

The Eagle (U. A.) 56.90%

Stella Dallas (U. A.) 56.90%

The Flaming Frontier (U) 56.85%

The Wilderness Woman (F. N.) 56.84%

The Temptress (M-G-M) 56.7o%

Old Clothes (M-G-M) 56.69%

Upstage (M-G-M) 56.62%

Men of Steel (F. N.) 56 45%

Mike (M-G-M) 56.45%

The Flying Horseman (Fox) 56.38%

The Red Mill (M-G-M) 56.38%

Stranded in Paris (Par) 56.22%

Winners of the Wilderness (M-G-M) 56.00%

Wild Justice (U. A.) 55.86%

Forever After (F. N.) 55.72%

The Rainmaker (Par) 55.72%

Desert Valley (Fox) - - 55.50%

Born to the West (Par) 55.45%

Subway Sadie (F. N.) 55.25%

It Must Be Love (F. N.) 55.20%

The Return of Peter Grimm (Fox) 55.20%

The Johnstown Flood (Fox) 55.08%

The Palm Beach Girl (Par) 55.08%

The Unknown Soldier (PDC) 55.00%

Stepping Along (F. N.) 54.86%

Breed of the Sea (FBO) 54.80%

Knockout Riley (Par) 54.76%

Let It Rain (Par) 54.42%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

Variety (Par) 53.63%

What Happened t<j Jones (LI) 53.62%

Aloma of the South Seas (Par) 53.44%

Her Big Night (U) 53.44%

The Midnight Sun (U) 53.03%

Tin Gods (Par) 52.86%

Exhibitor

Reports

PLUS

Average

Percentages

EQUALS

the

BEST

GUIDE

to

BOX OFFICE
PICTURES

The Ice Flood (U) 52.82%

Sweet Rosie O'Grady (Col) 52.72%

The Barrier (M-G-M) 52.68%

Eagle of the Sea (Par) 52.55%

Poker Faces (U) 52.35%

Kosher Kitty Kelly (FBO) 51.95%

Pals in Paradise (PDC) 51.80/o

The Prince of Pilsen (PDC) 51.6 Z°/o

Whispering Wires (Fox) 51.54 '/0

Prisoners of the Storm (U) 51.45%

The Greater Glory ( F. N.) 51.36%

Say It Again (Par) 51.25%

Her Father Said No (FBO) 51.09%

Tumbleweeds (U. A.) 51.07%

Bred in Old Kentucky (FBO) 50.90%

The Runaway Express (LI) 50 82%

The Strong Man ( F. N.) 50.81%

Miss Nobody (F. N.) 50.47%

Sparrows (U. A.) 50.45%

The Wanderer (Par) 50.36%

Hogan's Alley ( W. B. ) 50.25%

Spangles (U) - 50.25%

Mare Nostrum (M-G-M) 50.22%

'The Blue Eagle (Fox) 49.92%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

The Million Dollar Handicap (PDC) 49.82%

Out of the West (FBO) 49.80%

Her Honor the Governor (F B O) 49.76 %

The Arizona Streak (FBO) 49.75%

The Show off (Par) 49.73%

The Ancient Highway (Par) 49.40%

One Minute to Play (FBO) 49.26%

The Adorable Deceiver (FBO) 4 8.63%

The Still Alarm (U) 43.63%

Faust (M-G-M) 48.60%

Battling Butler (M-C-M) 48.52%

Whispering Smith (P D C) 48 45%

Desert's Toll (M-G-M) 48.25%

Syncopating Sue (F. N.) 48.09%

The New Commandment (F. N.) ..48.08%

Take It from Me (U) .47.50%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (M-G-M) 47.15%

Wet Paint (Par) 46.81%

There You -Are (M-G-M) 46.77%

Love 'Em and Leave ’Em (Par) 46.72%

Paradise for Two (Par) 45. 7*%

Hold That Lion (Par) 45.4.3%

The Marriage Clause (U) 45.2 5%

The Border Sheriff (U) 45.00%

So's Your Old Man (Par) 44.88%

Just Another Blonde ( F. N.) 44 36%

Midnight Lovers (F. N.) 44.07%

The Blind Goddess (Par) 43.83%

The Duchess of Buffalo (F. N.) 43.7a%

A Little Journey (M-G-M) 43.46%

Bigger Than Barnums (FBO) - 43.27%

The New Klondike (Par) 43.27 %

Blarney (M-G-M) 43.23%

Partners Again (U. A.) 42.87%

Ladies at Play (F. N.) 42.75%

Bardelvs the Magnificent (M-G-M) - 42.73%

Fine Manners (Par) 42.69%

The Canadian (Par) 42.60%

The Old Soak (U) 42.42%

La Boheme (M-G-M) 41.9o%

Fig Leaves (Fox) 41.90%

The Love Thief (LI) 41.72%

Fascinating Youth (Par) 41.29%

Everybody's Acting (Par) 41.06%

Miss Brewster's Millions (Par) 40.79%

The Wise Guy ( F. N.) 39.83%

The Cat's Pajamas (Par) 39.09%

The Ace of Cads (Par) 38.66%

Perch of the Devil (LI) 37.69%

Nell Gwyn (Par) .37.54%

Into Her Kingdom (F. N.) 36.90%

The Amateur Gentleman (F. N.) 35.50%

Steel Preferred (PDC) 34.70%

You'd Be Surprised (Par) 34.50%

The Magician (M-G-M) 34.42%

The Great Gatsby (Par) 34.00%

Exit Smiling (M-G-M) 33.50%

Don Juan’s Three Nights (F. N.) 30 80%

Pals First (F. N.) 28.40%

58

EXHIBITORS HERALD

October 1, 1927

CHICAGO PERSONALITIES

' ' " By W. W. - ■ -

THERE was just one topic of conversation along the row last week
and that was the big fight. Both Dempsey and Tunney had plenty
of ardent defenders, and Friday and Saturday were spent in reliving
the fight and paying wagers. Almost every exchange boasted of a number
of distinguished visitors from the home office. These executives combined
business and pleasure on their trip to Chicago. The local exchange
managers had their hands busy entertaining their visitors.

At Jack Miller’s office last Friday Tess
Heraty was busy checking up on the
fight tickets accounts. Miller bought
96 tickets for his exhibitors and other
friends at a cost of $3,100.

* * *

Plenty of sad tales were to be heard
along the row the day after “the battle
of the century,” but probably the saddest
of all is the one told by Max Schwarts.
It seems that Max had been saving with
tender care a little package of joy ever
since he purchased it on the historic
night that prohibition came into exist-
ence. Very carefully, he brought it down
to the M-G-M exchange on the morning
of the fight. It was to be a rare gift
to the visiting M-G-M officials. M:ax
proudly produced it and with loving ten-
derness caressed its beautiful label. It
slipped from his fingers to the cement
floor. Well, there’s crepe on the M-G-M
door.

* * *

Jimmie Gillick of Pathe News is
proudly showing twenty telegrams he
received from theatres in Chicago in
praise of the fast work done by Pathe
when it enabled the theatre to show

pictures of the two contestants entering
the ring forty minutes after the event
occurred. Motorcycles were used to

carry the film from the fight to the de-
veloping rooms and from there to 25
theatres in the city.

* * *

A change has been made jn the sales
force of Pathe’s short feature depart-

ment. Ray Nolan is now covering the
North side, Joe Woodward the West
side and Jack Steinson the South side.

* * *

Joe Hopp who operates the Majestic
theatre at Rock Island visited the F B O
exchange last week, and Clide Quindy
and his wife were also F B O visitors
from Ft. Wayne.

* * *

C. C. Wallace, manager of United
Artists exchange, is giving on Oct. 3, at
Orchestra Hall a trade showing of “Two
Arabian Knights,” the picture in which
William Boyd and Louis Wolheim are
co-starred. He is expecting a good turn-
out of exhibitors.

* * *

Myers of Myers and Sterne has sold
out his interest in the Highway and Mar-

quette theatres to Joseph Sterne. He,
however, retained his interest in the
Theatre Del Lago. Sterne is interested
in the theatre that is to be built at 79th
and Exchange.

* * *

Among the many producing officials
and exhibitors who visited Chicago to
see the fight last week were the follow-
ing: Abe Warner, Sam Morris and
Claud E. Ezell from the home office of
Warner Bros.; Nicholas Schenck, Felix
Fiest and E. M. Saunders from the home
office of Metro-Goldwyn-Mayer; Hy
Dabb, publicity director, and E. B. Deer,
treasurer of FBO; Gene Cour and Ray
Hall of Pathe News (Hall had to leave
before the fight); Bob Sherman and
W. W. Work, branch manager for
Metro-Goldwyn-Mayer at Milwaukee and
Minneapolis, respectively; A1 Steffes,
president of the Northwest M. P. T. O.;
H. M. Richey, head of the Michigan
M. P. T. O., and Glenn Cross, Michigan
exhibitor.

* * *

Jack Steinson says that he is having a
hard time getting the pair of shoes he
won at the Film Golf tournament. He
declares he hasn’t had time to pick them
out, but anyone knowing the size of
Jack’s foot, has another reason to
advance.

Thieves Break into 4
Atlanta Theatres; Get
$670 from New Alamo

(Special to the Herald)

ATLANTA, Sept. 27. — Sometime be-
tween midnight Saturday night and 9 :00
o’clock Monday morning an exceedingly
skillful and clever robber entered the New
Alamo theatre here and cleaned out the
safe for $670.00 in currency and silver.
Not a trace was left to give even a slight
clue. Manager Ed Wallace has worked dili-
gently with the police, but so far without
success.

This is a fourth of a series of robberies
where small Atlanta theatres were victims.
First, the Fairfax theatre in East Point had
its safe broken open, but the loss was small
— only $49.00. In that case the thieves must
have been surprised, for they overlooked a
bag of silver in an open drawer. Subse-
quently, a gang broke into the Ponce de
Leon theatre, another community house, and
later an effort was made to clean out the
Palace theatre, but without any loss be-
yond a suit of clothes and a typewriter,
for the Palace safeguarded its fund in
another safe outside the building.

Programs

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get the public
interested in
your shows.

Let us send you
some samples.

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Screen quality is important to the
public and therefore to the box office.
It is too important an item to be over-
looked by the exhibitor.

There is one way to be sure of getting
the highest photographic quality in your
productions. Specify prints on Eastman
film — the film that made motion pictures
possible — and look for the important
words "Eastman Kodak” in the margin
of each reel.

EASTMAN KODAK COMPANY

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Send for Complete Bulletins and Estimates Free, Major Equipment Company, 4603 Fullerton Ave. Chicago

EVERYTHING

ELECTRICAL

FOR THE

THEATRE

VOL. XXXI, No. 3

October 1, 1927

V/URLjIzER

M U SI C

A regular feature
in all these Chica-
go theatres in ad-
dition to those
checked opposite.

Astor Theatre

12 South Clark Street
Avalon Theatre

79th and Stony Island Aves.
Bryn Mawr Theatre

1125 Bryn Mawr Avenue
Century Theatre

1421 West Madison
Crescent Theatre

2915 Milwaukee Avenue
Drexel Theatre

858 E. 63rd Street
Elston Theatre

3167 Elston Avenue
Gem Theatre

450 South State Street
Grand Theatre

3433 West North Avenue
Hillside Theatre

1515 West 69th Street
Hollywood Theatre

1500 Fullerton Avenue
LaSalle Theatre

La Salle and Madison
Lawndale Theatre

4019 West Roosevelt Road
Mid-City Theatre

615 West Madison
Parkway Theatre

11053 S. Michigan Avenue
Paulina Theatre

1339 North Paulina
Peoples Theatre

1620 West 47th Street
Plaisance Theatre

652 East 63rd Street
Schindlers Theatre

1009 West Huron Street
Terminal Theatre

3208 Lawrence Avenue

October 1, 1927

EXHIBITORS HERALD

3

Banish the Calendar!

Spring, summer, fall and winter — It's all the
same now. You can have ideal theatre-
going weather inside your building regard-
less of the season or the outside weather.
You can be constantly prepared to meet any
weather condition — bitter cold or sultry
heat — and keep your auditorium just exactly
right — comfortable the year round.

And all this is done with one machine one

piece of equipment — the cost of which is
amazingly low. You do not need an ex-
pensive steam heating plant nor a separate
cooling and ventilating system. This one
machine — the Supreme Temperator — does
it all.

Y our one moderate investment works for
you the year round. To change it from
cooling to heating takes only a moment, and
it ventilates automatically all the time.

SUPREME

TEMPERATOR

NOTHING ELSE LIKE IT

ONE MACHINE AT ONE MODERATE INVESTMENT THAT

Heats in Winter
Cools in Summer
Ventilates at all Times

The Supreme Temperator is the ideal system for
the average theatre. At one stroke it solves your
heating, cooling and ventilating problems. Its main-
tenance cost is very low, there is nothing on it
to freeze up, it heats a building quickly, takes little
room and is easy to install. Get the facts about it.

Send in the coupon.

SUPREME HEATER & VENT. CORP.,

St. Louis, Mo.

We would like to learn more about the
“Supreme Temperator”. Please send us your
folder ET by return mail. Our theatre seats

persons.

Theatre ,

Manager

City State

4 BETTER THEATRES SECTION OF October 1, 1927

“Jim, you've pac\ed your house every night this
wee\, while mine is only half filled. My show is
as good as yours. How do you do it?"

“ See my electrics — they do it!”

Beautiful Flexray In -
terior Electric Signs —

"Exit,” “ Ladies’
Room,” etc. — clear sib
vertone letters etched
on plate glass, bronze
framed. Prices on re-
quest.

■v

'\7 OUR Flexiume Electric Displays, brightly shin'
J- ing, make your theatre and current attraction
seem as glamorous as they really are. They draw
people to your doors by the magic power of light.

But Flexlume’s effectiveness is not confined to
evening hours. . . . All day long it commands the
same attention. It stands out before the passing
throngs — drawing crowds to matinees, and remind'
ing hundreds who will take their recreation that
evening. Flexlumes have daylight effectiveness un'
approached by any other type of electric display.

In your locality there is a Flexiume expert in
electric advertising. Let us send him to talk over
your electric display needs — and to submit color
sketches without charge.

Address

Flexlume Corporation

fLEXUJME

1524 Military Road,
Buffalo, N. Y.

FLEXLUME ELECTRIC DISPLAYS

October 1, 1927

EXHIBITORS HERALD

5

A MM

&it .rEfiS

SRWSR

% !$*

Vi 'V*

flgp

Mf *3

The grills in front of the organ pipes were made with the Cutawl and % f/ic/i Upson Board was used. The
Harp in the foreground is cut with the Cutawl. The decorative work on the panels, leaves mounted on the cor-
nice and flower box decorations , were all done with the Cutawl. Pipes are paper tubes.

Poster and Scenic Departments of big
Theatres now save production costs with —

! THE INTERNATIONAL.

The use of this machine in the production shop or studio is
gojd evidence that the management EXPECTS the department
to operate efficiently and SAVE MONEY.

Its installation is a “good business” investment that pays
back increasing dividends in increased output and better work.

To try and do cut-out work such as the above by hand or
jig-saw — when the high speed CUTAWL will do better work
in less time, is a needless waste of time, effort and materials
— as a test will surely prove.

Write for our 1 5-Day
Free Trial Offer

Put the CUTAWL to work on some of your own work. Reduce
operating and production expense. Improve the quality and advertis-
ing value of the signs and posters you turn out from week to week.
Any theatre or exhibitors’ organization having an established credit
rating can test out the CUTAWL for 15 Days without investing a cent
in advance. If, after a thorough try-out, you feel you do not want; to

keep it send it back. We take all the risk. Write today for booklet

and further particulars. Address:

CLOSE-UP OF CUTTING MECHANISM

With this machine the cutting out of let-
ters, posters. Lobby Display cut-outs, sten-
cils, figures, shadotv effects and designs of
every description, becomes a mere mechan-
ical process: An easy task for boy or girl,
as it operates as easily as an ordinary sew-
ing machine.

Simply plug it into an electric light socket
and start.

THE INTERNATIONAL REGISTER COMPANY

21 South Throop Street, Chicago

6

BETTER THEATRES SECTION OF

October 1, 1927

lOl YEARS OF
MANX FACT V RING
ECJCPEXUENCE-

California. C. W. Landsburg, Architect.

MAKING PATRONS COMFORTABLE
AT THE LOS ANGELES ORPHEUM!

r"THE Orpheum Circuit desired that the seats for their beautiful Los Angeles
Orpheum provide a luxurious measure of comfort to patrons. After thor-
oughly investigating the merits of various theatre chairs, they selected the
Hey wood- Wakefield design shown above, because of its beauty and restful
comfort. They knew that this de luxe chair would serve well because they
purchased a similar chair for the Chicago Palace Theatre

last year.

This beautiful design is but one of a long line of
comfortable theatre chairs about which we will be

glad to tell you.

Send for your copy of our new booklet “Heywood-Wahe field
Seats the Roxy.” This interesting pamphlet illustrates and
describes in detail the Heywood-Wakefield seating in the
Roxy Theatre, New York City.

THEATRE SEATING DIVISION SALES OFFICES

Baltimore, Maryland
Boston, Massachusetts
Buffalo, New York
Chicago, Illinois
Detroit, Michigan
Kansas City, Missouri

113 West Conway St.

174 Portland St.
Wells and Carroll Sts.
439 Railway Exchange Bldg.
404 Film Exchange Bldg.
1310 West 8th St.

Los Angeles, California
Minneapolis, Minnesota
New York, New York
Philadelphia, Pennsylvania
Portland, Oregon
St. Louis, Missouri

San Francisco, California 737 Howard St.

801 East 7th St.
357 Loeb Arcade
516 West 34th St.
244 South 5th St.
148 North 10th St.
6th and O’Fallsn Sts.

A Design for the Village Theatre

CHARLES B. O’NEILL
Advertising Manager

ALBERT W. RANDLE
Eastern Representative

A monthly supplement of Exhibitors Herald, published for the information
and guidance of theatre owners in matters of theatre construction, opera-
tion and equipment and to promote the ideal of greater and finer theatres

HARRY E. HOLQUIST
Editor

JAY M. SHRECK
Managing Editor

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray
Douglas Hodges,

Editors, The Studio

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

The successful theatre today is the
one that pays strictest attention to
its physical features. Cinema pa-
trons demand more than pictures.
They must be given every degree of
comfort, convenience and atmos-
phere.

To the enterprising exhibitor Better
Theatres each issue presents numer-
ous ideas and suggestions for in-
creasing profits through better pub-
lic service and management.

SUBSCRIPTION RATES

United States and possessions —

$3 per year.

Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This I

ssue —

THE Village Theatre, says J. H. Phillips, New York architect,
should be in harmony with historical landmarks; Designs floor
plan for theatre in small community; Intimate playhouse in East
illustrates architect’s idea.

ADE LUXE projection booth as designed by Joseph H. Goldberg,
- chief projectionist of the Balaban & Katz circuit of houses in
Chicago, and of Publix Theatres; His model kinebooth is presented
in detailed drawings.

METROPOLITAN theatre in Houston, Tex., is shorn of its riot
of colors in order to make a greater appeal to its patrons; Gay
colored tile and paintings are toned down at cost of several thousand
dollars; Plaster replaces tile.

A MERIC AN SEATING COMPANY opens mammoth new unit of
ii its plant in Grand Rapids, Mich.; Army of 1500 employed in
manufacture of company’s seats — Modem Installations, a feature
giving important data on theatre equipment.

AFTER community singing, what? an
a article dealing with the future of or-
gan solos by J. Newton Yates J. C. Brown

is appointed branch manager for National
Theatre Supply Company at Cleveland.

'T'HE theatre organist and showmanship,
A an interesting dissertation on the duties
of the theatre organist by Clark Fiers,

West Side theatre, Scranton, Pa. Views

of Milwaukee’s new Uptown.

T 1GHT1NG the kinebooth, a new method
described by Wayne R. Perkins Rec-

ord of five days made by Westinghouse in
installing electrical equipment in Grau-
man’s Chinese theatre in Hollywood.

CHIEF projectionists, a life sketch of

Joseph H. Goldberg Universal opens

its new Kenosha theatre in Kenosha, Wis. ;
Playhouse of Spanish architecture de-
signed by United Studios, Chicago.

NEW portable emergency lamp on mar-
ket which operates either from the

alternating outlet or from the battery

Dissolving stereopticon projector is said
to effect a big saving in operation.

GIACOMA BROTHERS to open new
theatre and dance hall at Tombstone,

Ariz. Did you ever sit in the seats of

your own theatre? an editorial feature by
Will Whitmore The new Avalon in pic-

tures.

8

BETTER THEATRES SECTION OF

October 1, 1927

I have now made it a rule to sit in every seat in my thea-
tre and inspect it personally once a week. And every
time a broken seat is found in my theatre now, it is re-
paired before the next day’s performance.”

* * *

Published Every Fourth Week by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.

Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications in addition to Better Theatres,
published as supplements to Exhibitors Herald: The Studio, every fourth
week, and The Box Office Record & Equipment Index, semiannual.

Vol. XXXI October 1, 1927 No. 3

I RECENTLY met a suc-
cessful small town ex-
hibitor who, in the course
of our conversation, told
me about an incident that
happened to him which
proved to he one of the
best things that could oc-
cur to any exhibitor. It saved him many dollars.

“On one of my trips to the city,” related the exhibitor,
“I went to see a picture in one of those huge picture
palaces, but I don’t think I saw much of the picture.
I happened to get a broken seat, and for the life of
me, I couldn’t sit in the seat for a moment in comfort.
The seat bottom had dropped down an inch or two and
slanted at a steep angle. I was continually on the verge
of slipping out of the seat.

“I could not enjoy the picture at all, and I had gone to
the theatre specially to see the picture. In my mind I
cursed the manager for quite a few things for having such
an uncomfortable seat in his house.

“When I got out, I breathed a sigh of relief, but on the
way home a disquieting thought struck me. ‘Wonder if
there are any seats in my house like that,’ I thought.
And to be honest with you, I didn’t know. Like most
exhibitors, I rarely ever sit in the seats of my own theatre.
My janitor cleans up ever night, and has instructions
from me to repair all broken seats, but I had never
checked up on him or the seats. I suppose it had been
six months since those seats had had a thorough inspec-
tion.

“But they sure got one when I got home. And I found
15 seats that were just as bad as the one I had sat in at
the city theatre. Now that one seat made me a dis-
gruntled patron for that city theatre. I wondered how
many of my patrons had become disgruntled because of
the 15 seats in my theatre. I did a little figuring. I have
28 performances a week, and provided that each of those
15 seats are filled at each performance, and they usually
are, that meant that those seats were making 320 dis-
gruntled patrons a week for me.

“Believe me I had those seats repaired that very day.
The thought of 15 people leaving my theatre after each
performance in the state of mind that I was after sitting
in that broken seat in the city dam near made me sick.

Did You Ever Sit
in the Seats of
Your Own
Theatre?

THIS experience was the best thing that ever happened
to that exhibitor. Many exhibitors never sit in their
own seats, nor do they give the seat in their theatres a
thought until they become so bad that their attention is
called to them.

There is an exhibitor in a small Southern town who
for a number of years after he opened a new theatre did
a remarkable business. But several years ago his theatre
began to show a small decrease in attendance. It was
hardly noticeable at first, but gradually the decrease in
attendance began to increase. The exhibitor became
alarmed and began trying to stop it. He tried all sorts
of promotion and exploitation schemes. Some of his
exploitations made business at the particular time of the
exploitation, but nothing he did could stop the slow de-
cline in patronage. In a last desperate effort, the exhibi-
tor not long ago built a new front to his theatre, spending
every cent of his surplus capital on it. But that didn’t
help him, for the need of a new front was not the root
of his trouble. It was new seats.

All the time that he was enjoying good business, the
exhibitor just forgot all about his seats. He must have
thought that seats would last forever.

His patrons are now openly complaining about the
broken down seats. It is now almost impossible to find
three good seats in succession in the theatre. If a person
takes his best girl to the theatre, the chances are he or
the girl will be forced to sit in a bad seat.

At last the exhibitor has awakened to the situation and
knows why his business is failing. I would like to write
a happy ending to this story and make it conform to the
usual moving picture, but that I can’t do and tell the
truth. I would like to say that the exhibitor has in-
stalled new seats in his theatre and is now watching his
business climb to high levels again. But such is not the
case. He still has his old seats, and no doubt will con-
tinue to have them. And the reason is, he hasn’t the
money to buy new ones now, and most of them are too
far gone to he repaired.

The bottoms careen at all angles, and the veneer finish
is split and peeling off so that the seats catch and tear
women’s dresses, so that people, rather than be uncom-
fortable, just pass the theatre by.

Had this exhibitor taken care of his seats just as soon
as they became broken, and replaced the ones too far
gone for repair, he would never have been in the plight
he is now.

There might be a moral in this article. At least it will
pay some exhibitors to make an inspection of every seat
in their theatres.

WILL WHITMORE.

Better Theatres

this month welcomes
the following new ad-
vertisers ; Reliable Theatre Seat Repair Company,
845 South Wabash avenue, Chicago, and Acme Pil-
low Company, 2911 South La Salle street, Chicago.

October 1, 1927

EXHIBITORS HERALD

9

FLOOR PLAN

At the left is the floor
flan for the model
village theatre which
has been designed by
the author.

JMAGINATION

It Sh

in the

minds of the public at
large was awakened more by
the epoch making voyage of
Captain Charles Lindbergh,
during the anxious hours of
that trip overseas than any
other important event in the
history of science and
civilization. Not alone
was it foremost in the
thoughts of Americans
but the whole world.

This one thought
“the awakening of the
imagination of the hu-
man mind” the theatre
has afforded more from its early days up
to the present time with the modern
moving pictures, the realization of many
of those dreams has brought history of
the past and present before our eyes and
ears.

The theatres of today in the large
cities have achieved their goal by build-
ing immense palaces of entertainment,
glittering with gold, rich in ornamenta-
tion, pictures and tapestries. In many
of the smaller towns and villages the
idea seems to have been to build the
same type as those in the large cities
only on a smaller scale. From an archi-
tect’s point of view, this seems not only

J. H. PHILLIPS

Mr. Phillips is a prom-
i n e n t architect o f
New York who has
had wide experience
in the designing of
theatres.

The Village Theatre

ould Be in Harmony with Fine Old landmarks

By J. H. PHILLIPS

illogical, but takes away the charm and
the picturesque quality that the village
should have. If the town possesses
many of the old time houses and build-
ings one sees in motoring through East-
hampton, L. I., Connecticut, New Jersey,
Pennsylvania, Maryland and many other
states, would it not be better to keep the
theatre in harmony with these fine old
historic landmarks than to build boxlike
buildings with a glaring metal sign and
marquise.

An accompanying illustration shows a
theatre of the English type at Upper
Montclair, N. J., which carries out the
general scheme of the shops and build-

ings of the town which opens
on the Station Plaza. A fea-
ture of this building, over
the ticket lobby of the thea-
tre, is an open timbered hall
in the pitch of the roof,
which is run as an old
fashioned inn with home
cooking and hall which
is used as a restaurant.
Evenings the hall is
rented out for dancing
parties. This hall
overlooks the park in
front from the balcony,
the theatre entrance
being between the two
gables in the paved court.

The other illustration shows a scheme
for a theatre in one of the quaint old
towns of Maine, where many of the old
houses are but a story and a half. The
wing at the corner is a reproduction of
one of these houses, which will make an
ideal antique shop and tea room. The
similar building at the other side of the
entrance to the theatre would be another
rentable shop and a bit of grass and
planting space is left at each side of the
theatre entrance to make a more pleas-
ing picture.

The problem confronting every town
( Continued on page 18)

3 Z UZl: s

etch of Interior for a fin. la&b

Mr. Phillips conception of interior of village theatre.

His conception of the exterior of theatre for village.

10

BETTER THEATRES SECTION OF

October 1, 1927

Above is airplane view of American Seating plant,
with new structure in foreground. Left is closeup of
new plant. Left, below, is view of interior of plant.

New Unit Opened by
American Seating

Chair Manufacturing Plant Now Covers 18 Acres

By H. E. HOLQUIST

AN army of more than 1,500 workers — buildings cov-
ering 18 acres of land — that is the surface picture
of one of the country’s most progressive industrial in-
stitutions— the enlarged plant of the American Seating
Company at Grand Rapids, Michigan.

“We are proud, of course, of our new building and
the many increased facilities it provides,” said H. M.
Taliaferro, vice-president and director of manufacture,
“but we are equally proud of our great American Seat-
ing family of workers. After all, it is the spirit and
loyalty of the workers within the buildings that asserts
itself in the finished product.”

And where the writer had come prepared to gather
matter-of-fact statistics on the new American Seating
Company plant, there was revealed in a trip through
the great buildings a more encompassing spectacle — a
scene of happy, cheerful industry under the most mod-
ern conditions imaginable. We understood then the
significance of Mr. Taliaferro’s remark. Every man
in the American Seating plant, every department, func-
tioned with an obvious enthusiasm that permeated
every task from the smallest to the largest.

Virtually everything that goes into the making of a
modern theatre chair is produced in the American Seat-
ing Company plant. In company with Harry J. Kelley,
manager of industrial relations, a day spent in visiting
the various departments proved all too short, in seeing
such points of interest as the great foundry, the iron
machine shop, the steep division tool room, the pattern
shop, the testing laboratory and many other depart-
ments, where theatre chairs are to be found in various
stages of production.

Throughout the plant everything moves with pre-
cision and accuracy, aided by the most modern equip-
ment for efficiency in production and the elimination

( Continued on page 21)

October 1, 1927

EXHIBITORS HERALD

11

Before

After

The pictures on this page illustrate how the color
scheme of the Metropolitan was toned down to meet
public approval.

Patrons Tire of
Riot of Colors

Houston Metropolitan Is Completely Redecorated

By REESE BENDER

NINE months ago, the Metropolitan Theatre, repre-
senting a $2,000,000 expenditure by Publix Thea-
tres Corporation, was opened to the people of Houston,
Tex. The Metropolitan was the first new theatre that
Houston had had in many years, and a great deal of
interest was aroused in its opening.

The decorative motif was Egyptian, and the archi-
tects, the Albert C. Finn Company, carried out the ef-
fect of old Egypt to the last detail. Egyptian figures,
dancers, athletes, dolor schemes, detail work, and orna-
mentation were used to profusion. The theatre was a
riot of color, with scores of niches containing Egyptian
figures. Houston was awe struck by this great splash
of color and decoration. The patrons of the first per-
formances wondered at the cost of such an elaborate
decorative scheme. They went all over the theatre and
saw all of the novel effects — and then patrons began
tiring of the elaborate and somewhat obtrusive color
motif.

Officials of Publix Theatres investigated the condi-
tion at the Metropolitan, and decided that, through no
fault of the architects, the motif had been overdone
slightly. They saw the fault in a too gaudily decorated
theatre, and decided to forestall any further critical pub-
lic opinion by remedying the situation immediately.

And now, after two months of redecoration and a
further expenditure of over $100,000, the Metropolitan
is a real beauty spot. The Michael Angelo Interior
Decorators had charge of the changing of the motif
of the interior of the Metropolitan, and they did a job
that is worthy of their reputation.

Replacing the futuristically designed tile walls, there
is now a beautifully worked-out stipple finish, with a
suggestion of falling leaves done in pastel shades on
the stippled plaster walls. The coloring is subdued and
( Continued on page 43)

Before

After

12

BETTER THEATRES SECTION OF

October 1, 1927

A DeLuxe Projection Booth

This design of a projection room is
carried out by all Balaban & Katz and
Publix deluxe theatres, and has been
used by hundreds of other deluxe houses.
It is claimed that it represents one of the
best arranged projection rooms ever de-
signed. It is the design of Joseph H.
Goldberg, chief projectionist for Balaban
& Katz and Publix Theatres, Inc.

One of the chief features is the double
circuit on the arc lamps. This feature
allows the arcs to be struck on 50 am-

Designed by Joseph H. Goldberg

peres and then when the arc is hot to
increase the current to 120 amperes.
This is done by throwing the arc
switch half way in for 50 amperes and
then all the way for 120. This procedure
does away with the crash which occurs
when the arc is struck on 120 amperes.
It saves the craters of the carbons, and
eliminates all the flickering that occurs
when the arc is struck on the full cur-

rent. It alos reduces considerably the
consumption of current since the arc is
operated on 50 amperes for the first
three or four minutes.

Another feature is the voltmeter and
ammeter supplied on the current supply
of each arc. This enables the operator
to keep each arc at exactly the same
current, and thus at changeover, there is
no change in light intensity on the
screen.

Speed indicators showing the speed of

( Continued on page 21)

October 1, 1927

EXHIBITORS HERALD

13

Modern Installations

The tendency among theatres, both large and small, throughout the country is to
modernize. Evidence of this encouraging situation is found in the many installa-
tions of equipment reported by leading manufacturers and distributors.

Best Devices Company
PORT HOLE SHUTTERS

Keith’s Palace, Cleveland, O.

Reade’s Hippodrome, Cleveland, O.

Allerton Club hotel, Cleveland, O.

Cleveland News, Cleveland, O.

Cleveland Elect. 111. Co., Cleveland, O.

Hough 84th theatre, Cleveland, O.

Stambaugh Auditorium, Youngstown, O.

Brown theatre, Zanesville, O.

Masonic Temple, Cincinnati, O.

Ready theatre, Niles, Mich.

States theatre, East Lansing, Mich.

State theatre, Kalamazoo, Mich.

Capitol Motion Picture Supply Co.
EQUIPMENT

New Colony theatre, Schenectady, N.
Y. — Simplex projectors equipped with
Strong reflector arc lamps and Snaplite
lenses, Superlite screen and Unitron rec-
tifiers and other merchandise.

New theatre, Canarsie, N. Y. — 'Sim-
plex projectors, Strong reflector arc
lamps, Snaplite lenses, Superlite screen,
Robbins & Myers motor generators, cur-
tain controls and all other equipment.

New Elton theatre, Brooklyn, N. Y. —
Entire booth equipment same as above.

Lipzin theatre, New York. — Entire
booth equipment.

Carolina Theatre Supply Co.
EQUIPMENT

Victory theatre, Mooresville, N. C. —
Two Superior projectors type R
equipped with Strong reflecting arc
lamps and two Mercury arc rectifiers.

Palace theatre, Stanley, N. C. — One
Superior projector type M equipped with
the General Electric mazda system and
complete booth equipment.

Gem theatre, Clinton, N. C. — -Two
Strong reflecting arc lamps and two
Strong mercury arc rectifiers.

Rivoli theatre, Hickory, N. C. — Two
Strong reflecting arc lamps and two
Strong mercury arc rectifiers.

Carolinian theatre, operated by
Orangeburg Theatre, Inc., Orangeburg,
S. C. — Two Superior projectors, type R
low intensity, Strong lamp combination
and all necessary equipment including
frames, spot lamps, screen, etc., have
been ordered for shipment.

J. H. Channon Corporation
STAGE RIGGING

New Orpheum theatre, Omaha, Neb.,
fully equipped by Channon including rig-
ging, fire curtain, draw curtain track,
piano truck and cyclorama fittings.

New Hollywood theatre, Detroit, Mich.,
equipped with rigging, fire curtain, draw
curtain track and piano truck.

Great States theatre, Rockford, rigging
equipment and fire curtain.

Royal, Oak and Redford, Publix houses
at Birmingham, Ga., contracts have been
received for equipping stages of these three
new Publix houses.

E. E. Fulton Company
EQUIPMENT

Rialto theatre, Waterloo, la.- — This house
has just installed a Luminous sign, mar-
quise, changeable letter sign, Stanley
frames, Stanley ticket booth, Fulco uphol-
stered chairs, Major switchboard and stage
equipment, drapes and effects, Cunningham
booth shutters, ticket machine, Raven Half-
tone screen, Fulco booth table, Chicago
Cinema Company’s full line of booth equip-
ment, Roth actodector, Shannon piano truck
and stage rigging, Compolite light fixtures,
Kausalites, projection machines including
Perfex low intensity lamps, Barton organ
lift, Liberty orchestra lights, brass railing,
Compolite bubble fountains, Glo letter
signs, Fenske lobby furniture.

Roosevelt theatre, Gary, Ind.— This the-
atre has installed electric signs (Philadel-
phia Sign Company), Stanley photo display
frames, Simplex automatic ticket machines,
Newman ticket chopper and Hoefer coin
changer, 16 wall paintings, asbestos curtain

and satin draw curtain, stage rigging and
equipment, including scenery, Arlo No. 39J
Mahogany chairs, projection machines,
Fulco steel table and automatic enclosed
rewind, spot lamps, effects projector, 2
Westinghouse motor generators, fire ex-
tinguishers, supplies, minor accessories, etc.

Plaza theatre, Waterloo, la. — Major
switchboard, Major stage lighting, Shan-
non stage rigging, projection machines,
complete booth equipment.

Bucklen theatre, Elkhart, Ind. — Complete
booth, auditorium and lobby equipment.

Lerner theatre, Elkhart, Ind. — Complete
booth, lobby and auditorium ’equipment.

Jarvis theatre, Lansing, Mich. — Complete
booth, lobby and auditorium equipment.

Gallagher Orchestra Equipment
ORCHESTRA EQUIPMENT

New Fox theatre, Washington, D. C., has
had installed Gallagher Resonators and
entire Orchestra Pit equipment.

Capitol theatre, Sidney, Australia, Or-
chestra Pit Equipment shipped.

Fox theatre, Washington, D. C. — Com-
plete installation of Gallagher Orchestra
Pit Equipment including resonators, spe-
cial music stands, swivel chairs, leader’s
desk, organ music rack, Revolving organ
seat and special Deagan tuning lyre.

Loew’s Penn theatre, Pittsburgh, Pa.

Capitol theatre, Detroit, Mich.

Loew’s theatre, Kansas City, Mo.

Loew’s Oriental theatre, Brooklyn, N. Y.

Universal theatre, Brooklyn, N. Y.

Park Plaza theatre, New York City.

The Hennegan Company
PROGRAM COVERS

Bijou and Ritz theatres, Brunswick, Ga.

Fischer theatres, Chicago, 111.

Auditorium theatre, (Lynchburg Play-
ers), Lynchburg, Va.

D. C. Millen, Ann Arbor, Mich.

The Playhouse, Lincoln, Neb.

Frankel Circuit, Cincinnati, O.

( Continued on page 22)

BETTER THEATRES ADVISORY STAFF

In order to render its readers assistance on various problems

of equipment and construction that arise from time to time,

Better Theatres has obtained the co-operation of the individ-
uals and associations listed following in this work.

Through the co-operation of this advisory staff this depart-

ELMER F. BEHRNS, Theatre architect.

ROBERT O. BOLLER, Boiler Brothers, Archi-
tects.

A. B. COPPOCK, Presentation Producer.

E. B. CRESAP, Secretary, National Association
of Fan Manufacturers.

N. E. DURAND, Frederick C. Foltz & Co.

JOHN EBERSON, Architect.

G. E. EICHENLAUB. Architect.

W. S. HAYS, Secretary, National Slate Asso-
ciation and The National Federation, Con-
struction Industries.

F. K. HILL, Seating Engineer.

ment feels that it has allied itself with sources of expert knowl-
edge on virtually every phase of theatre building and furnish-
ing and is able to offer theatre owners a valuable service in
providing information and answers on a wide range of subjects
of a general nature

F. J. HUSE, Chief Engineer, Hollow Building
Tile Association.

CLEJLL JAY, Projectionist, New Theatre, Little
Rock, Ark.

SAMUEL R. LEWIS, Member, American Society
of Heating and Ventilating Engineers.

A. C. LISKA, Remodeling.

E. M. LURIE, Assistant to Commissioner, As-
sociated Metal Lath Manufacturers.

HENRY L. NEWHOUSE, Architect.

J. F. O’MALLEY, Architect.

GEORGE L. RAPP, Architect.

GEORGE W. REPP, Service Division, American
Face Brick Association.

HENRY J. SCHWEIM, Chief Engineer of The
Gypsum Industries.

R. L. SIMMONS, Architect.

HORACE L. SMITH, JR., Theatre Engineer.

NORMAN M. STINEMAN, Assoc. Mem. Amer-
ican Society of Civil Engineers, Portland
Cement Association.

MAX Y. SEATON, Technical Director, National
Kellastone Company.

J. L. STAIR, Chief Engineer, Curtis Lighting,
Inc.

14

BETTER THEATRES SECTION OF

October 1, 1927

Cooney Brothers’ Persian Cinema

The new Avalon theatre on Chicago s South Side is the latest creation of John
Eherson, prominent theatre architect . This is one of the heauty sftots on
Chicago s theatre mafi.

October 1, 1927

EXHIBITORS HERALD

15

ABOVE: Standard projector with sound
reproducing element is used to project
talking pictures.

RIGHT: A section of the combination
sound and picture film, showing syn-
chronization printed on edge of standard
width celluloid.

ABOVE: The sound recording element
with the film cartridge exposed. This
new invention was well received at a
recent exhibition at Schenectady, N. Y.
It also was given a public demonstration
at one of the local playhouses.

General Electric’s Talking Films
Demonstrated in East

Company exhibits Kinegraphone before theatre crowds to get public reaction

THE first public demonstration of the
Kinegraphone, manufactured by the
General Electric Company of Schenectady,
N. Y„ and which will shortly enter the
field of talking pictures, is being held this
week at the State theatre in Schenectady,
and was preceded by a demonstration to
an assembled group of newspapermen and
technical engineers, as well as theatre own-
ers, last Friday, at the State theatre. The
apparatus is proving most successful, ac-
cording to the engineers, from the manu-
facturing company, and to the ordinary ob-
server the device appears to be wonderful.

It is to get the general reaction from
the theatregoing public that this week’s
demonstration is being given at the theatre
along with the regular picture program.
About 200 persons attended the demon-
stration last Friday.

The rather unusual name that has been
adopted by the General Electric Company
for the device or machine was explained
as being a combination of three Greek
words meaning motion, writing and sound,
the word designating the apparatus as one
for recording and reproducing sound and
action pictures in synchronism.

This week’s showing includes a short in-
troductory speech by W. W. Farley, presi-
dent of Farash Theatre Corporation of
Schenectady, and a number of musical
numbers, including a mandoline and banjo
quintet, a contralto solo, a string quartet,
a harp number and also a number by the
General Electric band. Local musicians
were used in order that direct comparisons

could be made between the actual perform-
ance and the record.

The General Electric Company plans to
produce the apparatus on a wide scale and
to enter into direct competition with other
concerns of a like type now on the market.
The device represents several years of ex-
perimenting at the General Electric labora-
tory. The company claims that the mechan-
ism will not only faithfully reproduce
sound synchronized with pictures, but that
one of its chief advantages will be in its
simplicity and ease by which it can be oper-
ated. The process means but a slight
change necessary in standard motion pic-
ture projectors, involving only an addition
of a sound reproducing attachment and a
loud speaker suitable for auditorium use.
The picture and the sound are recorded on
the same film. With both printed side by
side on the film and properly timed or
synchronized, there is no possibility of the
picture’s breaking and the sound continuing
or vice versa.

The talking film does not appear any
different to the casual observer than the
usual motion picture positive. The film
used is of standard width, but along the
left margin there is a strip, a small frac-
tion of an inch in width, on which appears
a serrated pattern which corresponds to the
frequencies and intensities of sounds re-
corded. This pattern produces the sound.

The film is passed through the repro-
ducer at constant speed, and as this sound
record passes rapidly before a tiny hole in
an optical sytem, the amount of light is
varied. This ever-changing amount of light
is received by a photo-electric cell, which

is extremely senitive to any change in the
amount of light striking it. The more light
received, the more current it will permit to
pass through its circuit. This current is
amplified and changed from electrical to
audible energy by an amplifier and speaker.

One of the first things that will be at-
tempted by the General Electric Company
in the manufacture of this device will prob-
ably be toward supplying a full orchestral
accompaniment for pictures.

The company also claims that the device
can be used on newsreels, particularly when
important persons are shown who will be
thus given an opportunity of being seen
and heard as well.

Much stress is. being laid on the sim-
plicity of the apparatus permitting its use
in schools and colleges equipped with ordi-
nary motion picture projectors in classroom
work. It is claimed that it will be possible
to have an authority upon any one subject
present a description accompanying the edu-
cational film being shown, pointing out im-
portant features simultaneously with their
appearance on the screen.

Universal Opens New
Brooklyn House Oct . 9

( Special to the Herald )

NEW YORK, Sept. 27. — Universal’s new
$1,500,000 theatre, the Universal, will open
Sunday, October 9. Arthur Brilant has been
appointed manager.

LTniversal’s new theatre in Sheboygan,
Wis., now under construction, has been
named the Sheboygan theatre.

16

BETTER THEATRES SECTION OF

October 1, 1927

i

i

I

BEDFORD THEATRE

BEDFORD, OHIO.

MAJESTIC THEATRE

SIDNEY, OHIO.

QUILNA THEATRE

LIMA, OHIO.

STRAND THEATRE

MUNCIE.DJD.

LYRIC THEATRE

LIMA. OHIO.

Page Organ
Player Model

M - X - 4 U has
been widely hailed as one of
the greatest achievements in
the field of theatrical music. It is a
"" Unit Orchestral Organ and Player

combined in a single console. With two manuals and
two rolls it can be played by hand or by roll. A
wonderful relief player. We will give you the name
of the nearest theatre where you can see and heir
one of them. Ask for full particulars without obli-
b ^ gation.

The Famous
Page Organ
Player

Model M-X-40

m COLONIAL THEATRE

PHILADELPHIA, PA.

E t ■ l. S •' i h HAT R E

BAY C?.TY» MICH.

OHIO THEATRE

DOVER, OHIO.

GFRE

DELPHOS.OHIO.

WESTMINi

•- Z* '

MD.

MAJESTIC THEATRE

ATHENS, OH 10.

LEES THEATRE

LIBERTY THEATRE

GRAND RAPIDS, MICH.

RAVENNA, OHIO. ’

LEHIGHTON. PA.

RIVOLI THEATRE

GRAND RAPIDS, MICH.

GEM THEATRE

NEWARK., OHIO.

GRAND THEATRE

ST. MARYS, OHIO.

LYRIC THEATRE

WINCHESTER, INQ.

ISIS THEATRE

KOKOMO, IND,

STRAND THEATRE
FANCIES, PA.

LIBERTY TH

SPRINGFIELD.

ROYAL GRAND THEATRE

MARION, IND.

PASADENA THEATRE |

DETROIT, MICH. ' I

• PARK THEATRE
EM Fair- I HEATRb BARBERTON, OHIO.

.NEW YORK.

• PARAMOUNT THEATRE

KOKOMO, INQ.

FEDERATION THEATRE RONDO THEATRE

DAYTON, OHIO

SIGMA THEATRE

DAYTON, OHIO.

FRANKLIN THEATRE

AIXENTOWN , PA.

BARBERTON. OHIO,

RITZ THEATRE

COLUMBUS, OHIO.

STATE THEATRE
,1MA,0H!0.

. ...

BROWNS STOCKING AYETKEkTRB.

GRAND RAPID^/Mick;

>,/ >fr.

STAffi THEATRE

FAIRMONT* MINN.

■ 6rand theatre

brown's opera house

WAFAKONETA , OHIO.

F you want theatre music that appeals and attracts,
J- you cannot afford to overlook Page Unit Organs and
Page Organ Players. Purely on the basis of merit these
instruments have won their way into scores of theatres
everywhere. Page Unit Organs give you tones that are
soubenchanting — response on the spLt'second — wonder'
ful action that you can depend on every night in the
week. Page Organ Players solve the music problem for
smaller theatres, converting ordinary 88-note piano rolls
into a wealth of true orchestral organ effects. With a
patented solo device and other exclusive advantages, the
Page Player is a real find for owners and managers, at
distinctly moderate prices and terms. Write for details

THE PAGE ORGAN COMPANY

523 N. Jackson St., Lima, Ohio

GRAND RAPIDS, MICH.

THEATRE

October 1, 1927

EXHIBITORS HERALD

17

CLARK

FIERS

IT seems that as time
passes and you see many
radical changes being made
in theatre construction as
well as in the types of en-
tertainment offered in the
theatre, that more and more
is demanded of the per-
former who comes in direct
contact with the public.

Musical departments feel
this new situation keenly, es-
pecially with the advent of
the “Paul Ash Policy” in
the larger deluxe theatres.

The organist, too, must
sense these new changes and
their effects upon the audi-
ences and he finds that he must adjust
himself to the present order of affairs ac-
cordingly. Not only is musicianship a nec-
essary requisite, but he must, in order to
be any degree of a success, posess show-
manship, which in the parlance of the thea-
tre means the ability to sell to the public
whatever he does, no matter how little or
how much it may be.

An organist’s showmanship might be
termed his particular style of playing the
instrument but it also might involve other
qualities. To every appearance, the boy
with the personality is the one who gets
the juciest plums, providing he is a capable
musician besides.

Of course, the organist must regulate
his style of playing, as well as the impres-
sion of himself he wishes to convey to his
listeners according to the type of theatre
where he is employed and the clientele of
that theatre. Should the house be con-
structed along sedate, dignified lines and
catering to patronage who like this rather
stiff formal air, he should fashion his at-
titude at the console to fit in with the
scheme of things. If, on the other hand,
the theatre is devoted to the lighter forms
of entertainment, having an Ash policy for
example, where the patrons are not ad-
verse to seeing a little clowning from the
organist, then the fellow could assume that
role.

In other words, your organist is capable
of becoming just as good an actor as any-
one on the stage ; and although he has only
music as his medium, he can appear to his
audience as a personality. The fellow who
can successfully appear to have a little fun
at the console, while playing a solo, is
fortunate in a way for many audiences do
not take so kindly to a “ritzy” long-haired
musician and he sometimes gets the razz-
berry for all of his dignity and pompous-
ness.

Organist

W est Side Theatre
Scranton
Pennsylvania

Theatre Organist and
Showmanship

It s important to your employer and to you

By CLARK FIERS

One big resposibility every conscientious
organist should assume is that of studying
his audience constantly and analyzing their
likes and dislikes whereby he can easily
gauge the fact that his music, as well as
he, is or is not pleasing the customers.
For an organist taking over a new position
this would seem all the more advisable.
This really affects solo organists more than
those who just accompany films, I suppose,
but even they should be on the alert for
comments. If the public does not like the
way he scores his pictures, eventually the
manager or he himself will hear of it; the
present day moviegoers are quick to criti-
cize and just as quick to appreciate.

Radio broadcasting and phonograph rec-
ords of organ music have made great
strides in making the theatre organ popu-
lar with public taste and have also influ-
enced, somewhat, styles of playing. The
suggestion that the organist listen to rec-

Your Organ
Solos

Reports on organ solos played
by leading organists at thear
tres throughout the country
are published each week in
“ Presentation Acts” in the
Exhibitors Herald.

Reports on your novelty solos
are of importance to the
trade. A few words to the
editor of “ Presentation Acts”
will be sufficient to tell ex-
hibitors and other organists
of your work.

ordings and broadcastings
for helpful hints seems a
good one. Heavy music is
not heard extensively on the
theatre organ. Nowadays
you will hear a potpourri of
the classics, operettas, musi-
cal comedies and jazz, for
versatility is another re-
quirement to organ show-
manship.

The organist’s field of
endeavor is a trifle limited,
although many new ways of
presenting organ music in
the theatre have greeted us
in the past two years. Or-
gan stunts are now using
song slides, straight organ solos without
slides, or organ scrim presentations. The
latter is the newest and one of the cleverest
ideas, but for smaller theatres, it becomes
almost prohibitive due to the expense of
putting it on properly. A successful scrim
presentation almost needs a production de-
partment if it is to be well staged and well
lighted.

Should the organist be featuring nothing
but community singing organ solos week
in and week out, he sometimes finds ideas
slow in formulating and his fans growing
restless. At such a time, he could bring
his showmanship into play by putting on
something entirely different as a solo. It
could be one of those “duels” between the
orchestra and organ, combining the organ
with an instrumental soloist, or accom-
paning a singer concealed in the organ
chamber or in the wings on the stage. The
showman organist will try to inject variety
into his programs as much as he can if
he wishes to remain popular, for even too
much of a real good thing often becomes
a bit wearisome. Keeping abreast of the
times is a tough proposition, especially
where there might be lack of the coopera-
tion with the management, inadequate
working materials or falling into a disin-
terested state of mind due to discourage-
ments.

The organist’s personality can carry him
far on the highroad to success ; his ability
to mingle with people and create new
friendships, outside the profession as well
as within. He may be liked for his par-
ticular style of playing, regardless of his
showmanship, but to possess a good style
and a keen showman’s brain would be even
more valuable. Organ showmanship will
not only benefit the organist, but if rightly
applied, will bring the silver coins to the
ticket window and will assure the manage-
ment that the organ can be an important
part of theatre programs and be a box office
magnet as well.

18

BETTER THEATRES SECTION OF

October 1, 1927

Your Organ
Needs Protection!

SUMMER is over and the cold wet days of fall
are rapidly approaching. Winter days too fol-
low closely on fall’s heels. These days of sudden
climatic changes — warm and bright today — cold and
wet tomorrow; and the blustery days of winter play
havoc with your organ if it is unprotected. Cold
and dampness not only spoil organ performance but
they likewise cause your organ to deteriorate rapidly
and maintenance expenses result from this lack of
care.

Your organ needs protection from these elements.
It needs a steady dry even heat. Heat that circulates
throughout the organ chamber keeping the pipes and
chests warm and dry regardless of weather condi-
tions out of doors.

Decide now on installing Evenheeters don’t wait
for the cold weather. Have your Evenheeter in posi-
tion so that when the weather is cold and damp all

you need do is turn the switch and your organ cham-
ber is warm and dry. Perfect organ performance is
the result of this care and maintenance expenses
dwindle to practically nothing when you take this
protective step.

EVENHEETERS

Are made for the express purpose of keeping
organ chambers warm and dry. They are made
so that the cold air enters the EVENHEETER
from the bottom and goes out the top warm and
dry thus causing a circulation of warm dry air
throughout the entire organ chamber. They are
non-radiating and can be placed near a pipe or
chest without harm to it. They are a wonderful
investment in organ welfare.

CRAMBLET ENG. CORP.

286 Milwaukee St., Milwaukee

EVENHEETERS

Your Best Possible
Organ Insurance

The Village Theatre as described
by d^Lr. Phillips

The Village
Theatre

( Continued from page 9)

contemplating a theatre and movie
house is how large a theatre and how
much can we afford to spend. Usually
the townspeople are asked to subscribe
to the stock and if they find it impossi-
ble to see stock, there is no theatre un-
less some financing institution advances
the money and they in turn later sell
the bonds to the public. The plan shown
in the illustration is a flexible one, if the
low side wings are omitted, the theatre
will seat approximately 1,100 and if it
is desired to have a larger seating ca-
pacity later the wings at the side may
be added without disturbance and will
then increase the seating capacity to
1,500. This can all be built on a plot
120 feet by 125 feet which also gives a
stage large enough to put on a regular
performance. Every village theatre
should have a regular stage. Private
theatricals by clubs and organizations
that wish to raise money will rent the
theatre many times during the year, and
though the town boasts of a fine new
auditorium in the new high school, they
are never equipped like a regular thea-
tre for such performances.

Many theatres have club rooms in
their own theatre, but this is hardly
practical unless the town has many
wealthy citizens to support same and
then it is too often run for the select
few. The theatre and moving picture
house of the town is an institution and
is best run and managed by a theatre
man or company who runs and operates
a number of theatres. It seems then
that with a practical theatre man back
of the project and theatres of the pic-
turesque type every town has within its
reach the ideals of the imagination.

Carbonic Safety Unit

Is Installed at Kirby

The American Carbonic Machinery Com-
pany has installed its carbonic safety sys-
tem of refrigeration in the new Kirby the-
atre in Houston, Tex. Through error in
the last issue of Better Theatres another
company was credited with system.

October 1, 1927

EXHIBITORS

HERALD

19

community singing —

AFTER

IN music as in any other business, the
successful man in order to remain a
success must have some vision as to the
future of his own particular line as the likes
and dislikes of his patrons change with the
winds. As any musician or performer well
knows, the public is fickle and to keep them
with you is a serious problem.

For the past year or two, the country,
particularly the Middle West, has been
flooded with community singing. It has
been a great boost to the organ game in
general and induced the publishing houses
to make up more or less clever sets of
slides plugging their own numbers with
patter choruses in between.

It has all been very nice, but as all good
things go there must be an ending and that
is not so far off as only a couple of weeks
ago I heafd an organist who has been a
favorite da mine for many years take a
beautifuDTjpp, and he had several good
choruses- wto1 clever patter verses in it too.

Some oTganists in playing their numbers
and trying; to get their audience to sing
will resort to coaxing them and razzing
them into singing. When this becomes
necessary, it is time to look for another
type of solo. If they don’t go over when
put on with clever slides and played in a
smooth cleancut style by the organist the
public doesn’t want them anymore. It is
quite true that in some houses they will
sing and in some they won’t and if you
are in a house where they will, it is all
well and good to play them the best part
of the time but, if you are in one where
they won’t it is up to you to try some-
thing else on them until you find some-
thing they do like.

What is going to be in vogue after the
public tires of community singing is a hard
problem to solve, but I will try to give a
few ideas I have gained from observation.

Scrim presentations are novel
and effective. There is no limit
as to their possibilities as every
song suggests some scene or idea
for a stage setting. The only
drawback to scrim presentations
is that they take a good sized stage
and are expensive to put on. Un-
less you can use them for at least
a week they are hardly worth the
cost of the production.

One time on the Pacific Coast I put
on, “West of the Great Divide,” by
Earnest Ball, in a very effective manner
and at very little expense by building a
campfire at the corner of the screen, used
a tenor in cowboy, makeup, had him sit
on a box looking; into the fire, a baby
red spot and a light from the artificial
campfire were all I used.

From the audience it looked as though
it were part of the scene on the screen
and it never failed to go over big.

An old friend of mine, Chauncey
Haines Jr., who is now playing
at the Norshore theatre in Chicago
is breaking in a new style of organ
solo which is creating great favor
in his territory. He is using only
a trailer introducing himself, he
plays a few full chords while the
console is ascending on the eleva-

By J. NEWTON YATES

Orgamst, Auditorium theatre,
Berwyn, 111.

tor, he then turns to the audience
and gives a brief descriptive talk
on the number he is going to play;
he uses mostly the lighter classics

J. C. Brown has been anointed
manager of the Cleveland branch
of National Theatre Supply Com-
pany, succeeding George W.
Armstrong who, on account of
ill health, will take a vacation of
two months, after which he will
return to the organization in an-
other capacity, probably in the
Natl onal One-Contract Division.
Immediately before being trans-
ferred to the Cleveland office
IMr. Brown held an executive
■position in the purchasing de-
partment of the general offices

WHAT?

of piano literature and terms this
newest style a "Piano Organ Solo.”

One can take the best known themes
of four or five classics, arrange them into
a medley and one or two of the melodies
at least is sure to please everyone of your
audience. If you are able to write paradies
on a given melody, there is no limit as
to the possibilities as you can write of
topics of the day for instance ; at election
time, you can kid the candidates for office
of course, using factious names. When
you come back from your vacation you
can tell of your experiences in a humorous
way. One can use most anything he wishes
adding a little local color if possible.

Many of the theatres are now using an
organ recital preceding their regular per-
formance. Some of them broadcast it.
This affords the organist a good chance
to show his ability in the line of concert
work. Some of them are playing numbers
as heavy as “March Slav,” and “Unfinished
Symphony,” which gives the real musician
a chance to prove his worth. In all, the
future outlook for the organist is very
bright. The standard grows higher every
day. We should be happy it is, as the
higher it goes, the greater will be the
demand for more and better organists.

Giacoma Brothers
Will Open Theatre
and Dance Pavilion

Giacoma Brothers, Tombstone, Ariz.,
exhibitors, well known to readers of
Exhibitors Herald, are opening a new
theatre and dance pavilion. The new
structure, built of stone, will be two
stories high, with the theatre on the first
floor and the dance hall on the second.

The name for the theatre will be selected
in a contest to be sponsored by the manage-
ment.

The interior work of the theatre is almost
completed, the only remaining work being
the installation of 100 more seats. The
total seating capacity of the theatre will be
415, of which about 350 seats have been
installed. The best seats in the theatre,
numbering 250, are cushioned.

Decorations for the interior are also
completed, and consist of six mural paint-
ings, three on each side. The predominat-
ing color used in the theatre is a buff,
while a light blue is also used as a part
of the color scheme. The ceiling of buff,
has six suspended chandeliers, of gold
colored wrought iron.

The stage of the theatre is of ample
size to permit the showing of dramatic
performances. There is room in the wings
for extra scenery. The dressing rooms will
be in the basement under the stage.

A system of control of the stage and
house lighting, modern in every detail, has
been installed on the stage as well as in
the projection room. The lighting can be
controlled from either location.

20

BETTER THEATRES SECTION OF

October 1, 1927

Reminiscent of Old Spain

In the new Kenosha theatre, Kenosha, Wis., the Spanish motif •predominates.
This theatre, just opened hy Universal Chain Theatres, is the architectural con-
ception of United Studios.

October 1, 1927

EXHIBITORS

HERALD

21

Universal’s Spanish
Theatre —

The Kenosha

New house in Wisconsin is unique in design

IT’S a far cry from the days when Spanish Galleons were
the pirates of the high seas and Pizzaro and Cortez con-
quered and plundered the fabulous riches of Mexico and South
America to this age in which men span the ocean in less than
two days. Yet when patrons of the recently opened Kenosha
theatre, Kenosha Wis. looked about them, they beheld mag-
nificence and dazzling opulence in an abundance undreamed
of by those old Spanish conquerors.

In building the Kenosha theatre, a Universal chain house,
the Milwaukee Theatre Circuit called on the best of modern
talent and prominent concerns were called upon to help.
Months were devoted to examination of sketches and to ex-
perimentation with color effects. Everything was worked out
in the most minute detail by United Studios of Chicago.

The sketches showed a wonder palace, an example of great
architectural beauty with interior appointments in harmony
with the noble exterior. It was only after months of thought-
ful consideration that it was decided to build the theatre on a
Spanish design and to create an atmosphere of sunny Spain
throughout the interior. Ultra modern in every respect, a
fascinating playground of dazzling new luxuries and up-to-date
conveniences, the effect on entering the lobby is that of an old
world courtyard, patrons stepping over huge flagstones as
they promenade. The breath of old Spain is in the air and
one might fancy the sound of clicking castenets and the tap of
Spanish heels.

The main amphitheatre itself is spectacu-
lar and brilliantly unique in design and ex-
ecution. A note of grandeur and magnifi-
cence has been struck in the matter of
coloring and general sweep. All the lure
and loveliness of soft Castillian nights is
reproduced so accurately it is easy to im-
agine dashing toreadors strumming their
guitars beneath the windows of starry eyed
senoritas, in just such a scene. The elab-

DEDIC AT ORY
PROGRAM

NANCY GIBBS
Musical comedy star and com-
pany of 10 in “Dear Little
Rebel.”

BERT GORDON
in “Desperate Sam,” with Evan
Valentine, Florence Kern,
Ralph Boyd, Mignon Ranseer
and Wallace Eames.

ARNAUT BROTHERS
Musical clowns known as “The

Incomparables.”

“The Irresistible Lover”

A Universal Picture

orate lighting effects and wall decora-
tions are faithful to the atmospheric note
of the rest of the theatre. Seats are of
the most soft and comfortable type and
are richly upholstered to blend with the
gorgeous coloring in the floor carpeting.

On the stage a costly and exquisite
iridescent curtain will be lowered during
the overtures and vaudeville acts. Stage
settings for the stage show augmenting

the feature picture, will be original and
startling in their beauty.

In harmony with the architectural el-
egance and the extavagent furnishings and
appointments will be the service rendered
to patrons. It will be the aim of all those
on the Kenosha’s house staff to provide
patrons of the new theatre with courteous
and efficient service at all times.

A special B. F. Reynolds ventilating
system has been installed.

Among those contributing to the success
of the Kenosha theatre are: Josephson &
Zimmerman, Kenosha, Wis. ; Universal
Contracting Company, 652 Builders Ex-
change Building Minneapolis; H. E. Con-
rad Company, 654 Builders Exchange Build-
ing, Minneapolis; Commonwealth Sign
Company 4543 West Lake Street, Chicago,
111.; Decorators Supply Company, Archer
Avenue, Leo Street, Chicago, 111. ; Immel
Construction Company, Fond Du Lac,
Wisconsin; Davis Furniture Company,
Kenosha, Wis. ; Groosman Lewis & Com-
pany, Milwaukee Athletic Club Building,
Milwaukee; Heywood-Wakefield Company,
Chicago, 111.; United Studios Inc., 28 West
Lake street, Shicago, 111. ; Kenosha Boiler
and Structural Company, Kenosha, Wis. ;
J. H. Clark & Barlow Hardware Company,
Chicago, 111. ; The Valley Construction
Company, Neenah, Wis. ; Robert P. Carson
Scenic Studios, 1507 North Clark Street,
Chicago, 111.

A Deluxe Projection
Booth

( Continued from page 12)

films in feet per minute are installed on
each projection machine, on the organ
console, the orchestra pit and in the man-
ager’s office. This permits perfect co-
ordination and allows the organist' and

orchestra leader to follow their cue sheets
exactly.

The ceiling lights in the projection room
are placed 18 inches from the wall, rather
than in the center of the ceiling, thus
eliminating all light from escaping into
the auditorium through the projection win-
dows. The changeover switch automatic-
ally cuts off the current on the machine
in use when the arc on the next machine
is struck.

American Seating
in New Plant

( Continued from page 10)

of waste.

The new addition which the American
Seating Company has recently com-
pleted is a modern building covering
177,000 square feet of floor space. It is
four stories high and fronts a full block
on Seventh avenue. With its completion
it is declared that under no conditions
will it be possible to experience any pro-
duction delays.

Through its house organ, The Seater,
workers at the American Seating plant
are kept continuously in touch with re-
sults of their work through publication
of pictures of American Seating installa-
tions in various theatres in the country.
They take pride in these installations
and feel a keen interest in their con-
tribution to the comfort of the theatre-
going public.

Clune Convalescing

(Special to the Herald)

HOLLYWOOD, Sept. 27.— W. H. Clune,
pioneer motion picture producer and the-
atre owner, who was taken suddenly ill Sat-
urday at Los Angeles Athletic Club, is im-
proving according to his physician.

22

BETTER THEATRES SECTION OF

October 1, 1927

KENOSHA THEATER KENOSHA, WISCONSIN

DESIGNERS — BUILDERS UNITED STUDIOS, INC.

ANOTHER

UNIVERSAL CHAIN THEATER

with

REYNOLDS SYSTEM
HEATING and VENTILATING

Universal Chain Theaters have also selected

REYNOLDS AIR CONDITIONING

for their new theatres now under construction at

Kansas City, Mo. Brooklyn, N. Y.

Racine, Wis. Sheboygan, Wis.

Theater Architects and Owners thruout the United States are demanding
REYNOLDS SYSTEMS for the comfort of their patrons. There is a design
ideally suited to your requirements.

Write for Our Catalogue Today

B. F. REYNOLDS & COMPANY

Engineers & Contractors

118 West Ohio Street Chicago, Illinois

Do Your Seats

Need Repairing?

Get our prices on seats and
backs, we carry a full line of
parts for all makes of theatre
seats, also Leatherette and cot-
ton for Re-upholstering. We
conduct our business on a small
profit. Give us a trial.

We also manufacture mattress
and pilloiv spring seat bottoms to
fit your present squab seats.

Reliable Theatre Seat Repair
Company

845 S. Wabash Ave. Chicago, 111.

Tel. Wab. 9069

The Leading Architects

now spe-
cify BEST
port hole

SHUT-

TERS.

Mfg. by

Best

Devices

Co.

200 Film
Bldg.

Cleve., O.

Modern

Installations

The tendency among theatres,
both large and small, throughout
the country is to modernize. Evi-
dence of this encouraging situa-
tion is found in the many instal-
lations of equipment reported by
leading manufacturers.

( Confined from page 13)

Colonial theatre, Akron, 0.

Milledgeville Times, Milledgeville, Ga.

B. J. Davis Agency, Roanoke, Va.

H. L. Breinig, Rockford, 111.

Hertner Electric Company
TRANSVERTERS

Houstey Brothers, Hot Springs, Ark.
Cameo theatre, Bristol, Conn.

Palace theatre, Norwich, Conn.

Broadway theatre, Norwich, Conn.

Phiel theatre, St. Petersburg, Fla.

Rose theatre, Thomasville, Ga.

Capitol theatre, Chicago, 111.

Miller theatre, Woodstock, 111.

Eastland theatre, Indianapolis, Ind.

Rivoli theatre, Indianapolis, Ind.

C. J. Le May, St. Mary’s College, St.
Mary’s, Kan.

Morel theatre, Fetzer theatre, Shreveport,
La.

Mar-va theatre, Pocomoke City, Md.
Broadway theatre, Baltimore, Md.

Lyric theatre, Boston, Mass.

Redford theatre, Redford, Mich.
Birmingham theatre, Detroit, Mich.

Royal Oak theatre, Royal Oak, Mich.
State theatre, East Lansing, Mich.

Loyal theatre, Detroit, Mich.

Ready theatre, Niles, Mich.

Wayne theatre, Wayne, Mich.

Hollywood theatre, Detroit, Mich.

New Rochester theatre, Linkelstein &
Ruben, Rochester, Minn.

Star theatre, Columbia, Mo.

Hansom Hamre, Miles City, Mont.
Block’s State theatre, Woodbridge, N. J.
Union theatre, Union, N. J.

Leonia theatre, Leonia, N. T.

Loew’s State theatre, Newark, N. J.
Paramount theatre, Patroon Theatre
Corporation, Albany N. Y.

Genesee theatre, Buffalo, N. Y.

Variety theatre, Baldwinsville, N. Y.
Capitol theatre, Binghamton, N. Y.

New theatre, A. Newberger, lamaica,
L. I., N. Y.

( Continued on page 27)

Are You Planning a

PAUL ASH
POLICY ?

We are the producers of
Stage Scenery and Draperies of all
Oriental Theatre Productions for

PAUL ASH

rWe cordially invite theatres who are«*-r|
planning a Paul Ash Policy to com- I
municate with us. We will be glad to
* \ give exhibitors the benefit o our ex- (T
perience as to stage requirements for I
L* the Paul Ash type show.

John C. Becker & Bro.

2824 Taylor St. Chicago, 111.

October 1, 1927

EXHIBITORS HERALD

23

Above: One of the pages of the fan’s scrapbook, and at the right is the
rotogravure of stars to be cutup and pasted into booh for a permanent
record.

The Scrapbook as Builder
of Patronage

Plan Is Used by Many

WHEN the public shops for pictures, as
it is now doing, it requires initiative
on the part of the exhibitor and the ex-
ploitation man if the seats are to be filled.

An exploitation feature which has been
used widely among many of the larger
theatres is the distribution of “My Movie
Scrapbook.”

To best illustrate how the book, published
by Bishop Publishing Company, may be
used, the following example is given : The

Theatres in Exploitation

Rialto theatre, Colorado Springs, offered
awards of Publix Chex Books to patrons
who prepared the neatest and best looking
book, completely pasted up, with equal
awards in case of ties. The contest was
in two divisions, the first for children under
16, and the second for persons over 16.

The possibilities of this book are limit-
less, as the live exploitation man will
realize.

There are 17 star heads on each roto-

gravure. It is possible for the exhibitor
to distribute the books at one time, and
follow at intervals with two or three star
heads. In other words, it is not necessary
to give out the complete rotogravure.

In case the exhibitor publishes a house
organ, it might be wise for him to print in
each issue the picture of a star so that
patrons may add to their scrapbook.

MADE RIGHT FOR BETTER LIGHT

Equipment in this most up-to-
date house had to be the finest
obtainable.

An atmospheric theatre calling
for lighting that was just right
and no makeshift.

Write for our catalogue on Theatre Light-
ing Equipment. It will pay you
to investigate

KENOSHA THEATRE (Universal) Kenosha, Wise.

BELSON MANUFACTURING CO.

United Scenic Studio , Chicago , Architects

804 S. Sibley St., Chicago

Representatives at

New York, Philadelphia, New Orleans, St. Louis,
Denver, Kansas City, Omaha, Minneapolis, Mil-
waukee, San Francisco, Los Angeles, Seattle

Our Equipment in this beautiful house includes Bor-
derlights, Footlights, Spotlights, Floodlights, motor
driven Cloud Machines, Moon Machine, Star Effects,
Act Announcers, Cove Troughing.

24

BETTER THEATRES SECTION OF

October 1, 1927

The

Kenosha

The view to the left
and those below ex-
emplify how faithfully
the Spanish Motif
was carried out which
inspired the Kenosha
Evening News to say:

No detail has been
overlooked and the
completed theatre ex-
udes the exotic ro-
mance and splendor
of Spain with such
fidelity that it mi ght
well be an exact re-
plica of the Alcazar,
the famous old castle
of Madrid.”

October 1, 1927

EXHIBITORS HERALD

25

The Public Approves

United Studios Service

CONGRATULATIONS, topped by those of
Governor Fred R. Zimmerman of Wis-
consin, and C. M. Osborn, City Manager of
Kenosha, poured in on Carl Laemmle, praising
the magnificence, beauty, comfort and conveni-
ence of the Kenosha Theatre, following its
opening to the public early in September.

And congratulations to Carl Laemmle meant
genuine public approval of United Studios Com-
plete Service. For United Studios designed,
erected and equipped The Kenosha.

Universal long since " okayed United Studios
Service by awarding us contracts for theatre
construction totaling more than $2,300,000.
Such confidence can only mean one thing — the
ability to deliver.

IF you are contemplating a new theatre or the remodeling of your present
one, we suggest a thorough investigation of our Service. United Studios
is an organization of experts in all phases of theatre construction, embracing
men who know that showmanship must be built into a theatre from the
ground up.

UNITED STUDIOS, Inc.

28 West Lake St* Chicago, Ilk

L. P. Larsen, Managing Art Director

26

BETTER THEATRES SECTION OF

October 1, 1927

Seeks Ventilating
Design for Small
Picture Theatres

A competition for the best design of a
ventilating plan for small motion picture
theatres has been launched by the Heating
and Ventilating Magazine, which is pub-
lished in New York.

In conceiving the plan the assumed floor
plan published on this page is to be used.
This is a reproduction of the assumed
floor plan as published in Heating and
Ventilating.

In its announcement, the magazine said :

“The first prize of $100 will be awarded
to the contestant who submits the best ven-
tilating scheme regardless of cost — either
first or operating — and the second prize of
$50 will go to the reader who designs the
most practical scheme involving the best
and most satisfactory layout for the least
expenditure to install and operate, as well
as for convenience in manipulation and
requiring the minimum amount of attention.
Perhaps this is a harder proposition than
the one for which the first prize will be
given. It has the advantage however of
giving the hard-boiled practical man a
chance over the ‘high-brow.’

“In view of the experience gained in the
first competition, it might be well to point
out at this time that some of the com-
petitors made themselves a great deal of
unnecessary work by producing finished
tracings, many of which were almost work-
ing drawings. This is quite superfluous as
the contest is not a drafting competition

and, in any case, the drawings have to be
redrawn for reproduction. What is wanted
is the idea, sufficiently sketched out to
make the operation clear to anyone familiar
with this class of work.”

Texas Theatre Is

Robbed ; Loss $16

(Special to the Herald)

DALLAS, Sept. 27. — The Queen thea-
tre at Crockett, Texas, was entered and
robbed. The bandits got only $16.

Other theatre news in Texas and Okla-
homa are:

The Globe theatre at Galveston opened recently
with first run pictures. . . . Work on the

new Texas theatre at Grand Prairie will start
soon. . . The* Palace theatre at Gainesville

has opened with Ed. Knight as manager. . . .

C. J. McCarthy will open his new theatre at
Houston soon which cost $12,000. . . Buck

Morgan will erect a new theatre building at
Palmer soon. . . . Oscar Korn will erect a

new theatre building at Pyote soon. . . . The

Dixie and Empire theatres at Waxahachie have
reopened after remodeling and addition of new
equipment. . J. E. Richardson will erect a

new theatre building at Seymour soon. . . .

SILK PILLOW NIGHT ALWAYS
A HUGE SUCCESS

SELECT a dull night and create a record breaker out
of it by giving away silk pillows for prizes to lucky
numbers.

Send for a descriptive circular. $9.00 to $36.00 per
dozen.

ACME PILLOW CO.

2911 So. LaSalle St., Chicago, 111.

October 1, 1927

EXHIBITORS HERALD

27

Modern

Installations

( Continued from page 22)

Homack Construction Company, Port
Washington, L. I., N. Y.

Loew’s New theatre, Brooklyn N. Y.

Tremont theatre, Nashua, N. H.

National theatre, Greensboro, N. C.

State theatre, Philip Chakares, Spring-
field, O.

Poncon theatre, Ponca City, Okla.

Wintergarden theatre, Picher, Okla.

New theatre, Stanley Company, Phil-
adelphia, Pa.

Rivoli theatre, Columbia, S. C.

Poplar theatre, Memphis, Tenn.

Lyric theatre, Brady, Tex.

Mutual theatre, Hamlin, Tex.

Astec theatre, Albany, Tex.

Lyons theatre, Buena Vista, Va.

Broadway theatre, Danville, Va.

Saenger Palace Amusement Company,
Kingston, Jamaica, B. W. I.

Hoffmann 8C Soons
RHEOSTATS

Proctor’s theatre, White Plains, N. Y.,
7 rheostats, 3-R. C. 3 type. Balance regu-
lar types 100 volt used with Westinghouse
generators.

Proctor’s theatre, New Rochelle, N. Y.,
7 rheostats, 3-R.C. 3 type. Balance regu-
lar types 100 volt used with Westinghouse
generators.

Keith’s theatre, Philadelphia, Pa., 2 rheo-
stats.

Carman theatre, Philadelphia, Pa., is be-
ing equipped with 2-60/180 A type R. C.
3 rheostats same as used in Paramount,
Roxy, Loew’s State, etc., 2-40/100 A rheo-
stats regular type 100 volts for 2 spots and
2-30/60 A 100 volt for effect machine.
These are also to be used in connection
with Westinghouse motor generators. In
addition they are also being furnished 2-
volt meter ammeter panels, with speed in-
dicator meters, etc., of same type as fur-
nished on Paramount and Roxy jobs.

Loew’s Bijou, Brooklyn, N. Y., new per-
fection projection switches.

Loew’s Capitol, New York, N. Y., 4 new
rheostats.

Fox’s Washington theatre, Washington,
D. C., rheostats and projector switches.

Loew’s Canal Street theatre, New York,
N. Y., 7 rheostats and 3 perfection 200
amp. projector switches.

Loew’s Avenue B theatre, New York,
N. Y., 2 rheostats and 2 perfection 200
A projector switches.

Loew’s Commodore theatre, New York,
N. Y., 3 perfection 200 amp. projector
switches.

Loew’s Burnside theatre, New York,
N. Y., 2 perfection rheostats.

Keith’s Albee, Brooklyn, N. Y., 2 per-
fection rheostats.

Loew’s Willard, Jamaica, N. Y., rheo-
stats and switches.

Loew’s Coney Island, New York, N. Y.,
1 additional rheostat.

Loew’s State, Newark, N. J., 4 perfection
spec.' 3 pole 200 amp. projector switches.

Harris Gotham, New York City, N. Y.,
3 new automatic starters on 6 and 8 feet
exhaust fans to eliminate future burnouts
of windings.

Metro - Goldwyn - Mayer Projection
I^.ooms, New York, N. Y., 2 perfection
rheostats.

Marr 8C Colton Company
ORGANS

New State theatre, Toledo, O., Atlas
Theatre Corporation has placed an order
( Continued on page 30)

Even Small Theatres Need
the Majesty of Light

THE smaller sizes of the famous Wurdack Remote Con-
trol Switchboard bring the Majesty of Light to the lesser
playhouse as surely as do the larger types to a 5,000-seat
auditorium. A priceless advantage to both, it wonderfully
enhances the beauty of a setting and directly affects box
office receipts.

The

WURDACK

M0D1FIED-PRE-SET, REMOTE CONTROL
SWITCHBOARD

being built of standard units and wholly custom-made, can
be as simple or as elaborate as desired, and in every case
exactly suited to the particular need.

Far more than a mere switchboard — just as an organ is
more than a mere collection of pipes — this super lighting
control offers combinations and effects which captivate an
audience and make a theatre supremely attractive and
popular.

WMWURBACK

T TVVT T ELECTRIC MFG. CO.

4444 Clayton Ave. St. Louis, Mo.

CHICAGO INDIANAPOLIS MIAMI OMAHA

DALLAS KANSAS CITY MINNEAPOLIS SAN FRANCISCO

DENVER LOUISVILLE NEW ORLEANS TULSA

28

BETTER THEATRES SECTION OF

October 1, 1927

PROJECTOR EXPORTS OVER PERIOD OF SIX YEARS

1922-

1923

1926——

First 6 months
1927

Quan. Val. Quan. Val. Quan.

Far East 525 $103,890 504 $114,374 504

Latin America .... 344 70,064 219 54,808 212

Europe 207 39,796 168 29,527 84

Canada 163 36,185 274 43,025 177

Africa & Near East 29 3,737 19 8,726 18

Total 1268 $253,672 1184 $250,460 995

Val.

Quan.

Val.

Quan.

Val.

Quan.

Val.

$225,870

430

SI 23,855

574

8141,587

518

$ 97,240

55,982

236

78,529

260

79,298

132

35,488

33,761

453

76,138

664

205,995

469

94,681

35,980

371

65,126

399

73,746

235

41,912

4,119

17

2,598

46

9,578

66

15,930

$355,712

1507

$346,246

1943

$510,207

1420

$285,251

N. D.
GOLDEN

Motion Picture
Section, Depart-
ment of Commerce
at Washington

C. J.
NORTH

Chief of Motion
Picture Section,
Department of
Commerce

More Projectors Now
Going Abroad

First Six Months of 1927 Show Big Increase

By N. D. GOLDEN

Motion Picture Section, D epartment of Commerce

JT XPORTS of motionpic-
ture projectors, stand-
ard and portable types, for
the first six months of 1927
show an increase of 446
projectors over the corre-
sponding period of 1926.

Exports to all countries for
the first six months of the
current year amounted to
1,420 projectors wifh a de-
clared value of $285,251 as
compared with 974 projec-
tors valued at $272,559, in
1926.

Japan has become our best market for
the first six months of 1927 by purchas-
ing 284 projectors with a value of $38,128
as compared to 29 projectors valued at
$11,798 in 1926.

Second comes Canada buying 235
American projectors valued at $41,912 as
against 247 projectors with a value of
$38,166 in 1926.

Our third leading market is the
United Kingdom which shows a gain of
57 projectors over 1926, importing 179
projectors valued at $42,781 as against
122 projectors valued at $44,589 in 1926.
From point of revenue the United King-
dom still remains our best market.

The fourth leading market is Aus-
tralia, importing 126 projectors with a
value -of $29,300 for the first six months
of 1927 as against 132 projectors valued
at $24,783 in 1926.

Next comes Switzerland with 99 pro-
jectors valued at $8,618 for the first six
months of 1927 whereas in 1926 no pro-
jectors were exported to this market.

The next five important markets are
Germany with 95, China 42, France 40,
British South Africa 37 and Cuba 24.

It is interesting to know that during
the entire year of 1926 there were but
1,943 projectors of all kinds exported.
According to the first six months exports
for 1927 which totaled 1,420 projectors
there is every indication that the total
exports for the entire year of 1927 will

probably reach 2,500 projectors.

Theatre Expansion
in Europe

Late reports from Europe indicate
that there will be constructed during
1927, 160 new motion picture theatres
with a total seating capacity of 200,000.

Great Britain and Germany are the
two outstanding countries in which there
is extensive building going on. In Ger-
many plans are under way for the con-
struction of 80 new theatres for the ex-
clusive showing of motion pictures.
These theatres will seat approximately
100,000 people.

In Great Britain it is estimated that
20 new theatres are to be constructed
which will increase the number of mo-
tion picture seats in that country by 50,-
000. The average seating of these houses
will be 2,500 while some will go as high
as 3,500. This is another indication of
the de luxe type theatre supplanting the
smaller theatre. The need of larger and
better theatres has been recognized in
Sweden and according to available ad-
vices there will be built about 16 thea-
tres this year.

There is very little hope of new thea-
tre construction this year in either
Greece or Turkey. Rumania proposes the
construction of 11 new theatres in 1927.
Three of these are scheduled for Bucha-
rest, the capital, each house seating over

1,000 each, four are ex-
pected to be built in Tran-
sylvania, and the remaining
number are to be scattered
in other sections of the
country.

In Austria provincial au-
thorities advise that licenses
for the construction of eight
theatres have been issued,
and that three more are
under advisement. These
are for small houses prob-
ably not seating over 400
seats each.

Far off Finland will construct four
new theatres in 1927, each seating about
1,500 people. Czechoslovakia, Hungaria,
Tugo-Slavia and Bulgaria do not report
any projects for this year. Whatever
changes that may take place will prob-
ably be confined to the repair and en-
largement or the disappearance entirely
of the existing small houses.

Poland with 400 theatres is not pre-
paring for any growth. This country is
well fortified with the socalled larger
houses as it will be remembered that a
couple of years ago this country had
over 800 motion picture theatres.

Holland also has built two new thea-
tres this year, one in the Hague seating
1,500 people and the other in Amster-
dam, to accommodate 1,750.

In Italy, five new houses with a seat-
ing capacity ranging from 1,000 to 2,000
apiece are likely to be erected.

Spain is somewhat top heavy with
large theatres at present, most of which,
however, need modern improvements.

The above development of the motion
picture theatre construction in Europe
is given to show the possibilities that
this field offers for the sale of Ameri-
can projection equipment in these mar-
kets. Competition in these markets is
most generally offered by German and
French manufacturers of theatre projec-
tion equipment, who are in a position
to offer better credit allowances.

October 1, 1927

29

EXHIBITORS HERALD

Brilliant Audience Attends Opening
of New Fox Theatre

Sacred Buildings of India
Copied in Fox Houses

Company Building New Cinemas in Detroit and St. Louis

President and IMrs. Coohdge at
premiere of new cinema fialace
in nation s capital — Roxy is to
have charge of programs — House
designed to carry out the spirit
of the Louis XVI f> eriod.

T'HE opening of the new Fox theatre
in Washington on the night of Sep-
tember 19 assumed the dignity and im-
portance of an international event. This
was due to the presence in the audience,
numbering 4,000, of President and Mrs.
Coolidge, all the members of his cabinet
now in Washington, senators, members
of congress, the army and navy, and
diplomatic representatives of all the
countries of the world.

The beautiful new building was a
blaze of electric lights and thousands

DEDICATORY

PROGRAM

1. Fox Theatre Grand Organ ( Wurlilzer )
Jacques Wallace at the Console.

2. Invocation

“Ye portals bright, high and majestic,
open to our gaze the path to won-
derland, and show us the realm
where fantasy reigns, where romance,
where adventure flourish. Let ev’ry
day's toil be forgotten under thy
sheltering roof. O, glorious, mighty
hall— -thy magic and charm unite us
all to worship at beauty's throne.
Open ye portals, open. ‘Let there
be Light.' ’’

Read by Harrison Rrockbank.

3. Fox Theatre Concert Orchestra
Conductor , Adolphe Kornspan
Assistant Conductor, Leon Brusiloff
Concert Master , Samuel N. Korman
Orchestral Manager, Meyer Davis

American Fantasy Victor Herbert

4. Magazine— Compiled from the pictorial

Current Events of the world.

5. Barrack Room Ballads

Rudyard Kipling
Music by Whiting-Speaks
Douglas Stanbury and Male Chorus

6. Wedgewood Godard

The Ballet Corps

7. Music Box

Maria Gambarelli, “Gamby’’

8. Dainty Misses

The Ballet Corps

9. Silhouette “On the Bowery’’

The Lamp Post Cleaner.. Leon Leonidoff

The Lovers Rose and Arthur Boylan

The Policeman Marcel Journet

10. Roxy, Male Quartet

Messrs. Young, Reardon, Thomas, Meller

11. “Eli, Eli’’

Composed by Sandler, Arranged by Schindler

Gladys Rice and Chorus

12. Scenic — ’Sky Frontiers

13. Glow-Worm Lincke

Maria Gambarelli, Ballet Corps
and Ensemble

14. William Fox presents “Paid to Love’’

jammed the surrounding streets to see
the brilliant audience enter the theatre.

There were so many distinguished
guests that officers of the National Press
Club secured the services of the state
department to arrange the seating in the
correct order of precedence. A special
detachment of capital police was needed
to handle the great crowd.

When President and Mrs. Coolidge,
accompanied by Secretary of the Treas-
ury Andrew W. Mellon and Senator
Charles Curtis arrived in the flag-be-
decked presidential box precisely at 8:40
o’clock, the soft lights illuminating the
gold and ivory interior of the theatre
dimmed, and the dedicatory program
began.

S. L. Rothafel (Roxy), who will be in
( Continued on page 39)

SACRED buildings of India are copied
in the new Fox theatres now build-
ing on Grand and Washington boulevards
in St. Louis, and on Woodward avenue
in Detroit, to be completed early in 1928.
Building of temples, memorial shrines or
monasteries, was regarded in the India
of old as a social virtue, leading to a
happy future state.

Burmese, Hindoo, Persian, Indian, and
Chinese features are noted in the details of
these new Fox theatres, but the whole
scheme may be said to be an ultra-modern
American adaptation of the Hindoo tem-
ples, creating an innovation in theatre
architecture that will make history. Besides,
identical in size, each claims the distinc-
tion of being “the second largest theatre
in the world”- — only one other theatre in
the world is larger, the Roxy in New
York, also a Fox theatre.

With a mammoth lobby, soaring six
stories high, half a block long and blazing
with color, and a special organ giving con-
tinous recitals for those entering and de-
parting, even the entrance to the new Fox
theatres is to be unique. Exotic bands
of Hindoo and Indian ornaments circle the
lower third of the huge ox-blood red
marble columns which span the Grand
Lobby on both sides, crowned with gigantic
jewelled figured capitals in intricate de-
sign. The frieze above the columns is
broken up by niches and shrines containing
symbolic figures of various Gods of Asia,
stretching majestically the length of the

Grand Lobby. Elaborate mirrors between
the columns quadruple the vast sea of
space so filled with richness and glowing
color.

Along the Grand Promenade of the Main
Auditorium the walls are richly painted like
brocaded silks, and occasional niches set in
the paneling reveal huge and intricately-
designed jewelled Hindoo incense burners,
radiating a soft glow of light from their in-
terior.

Through the Burmese shrine doors one
goes back into the Lobby and up the mon-
umental Grand Stairs that 14 abreast can
ascend. From the romantic balconies be-
tween the great Oriental arches one gets a
marvellous view of the magnificent organ
screen, main architectural feature of the
entrance, Richly-beamed openings lead to
the Mezzanine boxes, and the individual
chairs inside fairly ooze comfort. On the
Mezzanine Promenade, at either end, open
wells look down into the Grand Promenade
at the rear of the Main Auditorium, and
spacious elliptical stairs lead on up to the
Lounge and Promenade of the first balcony
level.

More than half a block wide (175 feet,)
and 95 feet deep, of the clear span type,
these Fox balconies are said to be the
largest clear span balconies in the world.

Like the richest Indian fabrics, draped
circularly and Arabian tent-like from the
center to the sides, and richly jewelled
throughout is the mammoth canopied dome
( Continued on page 38)

30

BETTER THEATRES SECTION OF

October 1, 1927

The SYNCROVERTOR Will Reduce
Your Current Cost of Projection
Fully 25%

The trend today in motion picture equip-
ment is in the direction of greater efficiency
at less cost.

The development of the Liberty Syncro-
vertor for current rectification is therefore
a matter of chief interest to every theatre
owner and projectionist.

The Syncrovertor as a unit for the conver-
sion of A. C. to D. C. proves its superiority
beyond all question of doubt. It will save
fully 25% in your current cost of pro-

This highly efficient device consists of a transformer, a motor, a
commutator, a switchboard control panel, all assembled in one unit
or with separate control panel. The actual rectification is done at
the commutator — not within the motor.

The transformer of the Syncrovertor is the machine’s own emer-
gency unit. If the motor ceased to function, the transformer would
furnish A. C. current of the proper voltage to the arc. Where the
Syncrovertor is used, the “changeover” is effected without any
flicker whatsoever on the screen.

Write us and let us tell you how you can
save 25 % in the cost of your projection

The Liberty

A Better Method of Rectification

LIBERTY ELECTRIC CORP.

Stamford, Conn.

Distributed by The National Theatre Supply Co.

PAINE EXPANSION SHELLS

For Anchoring Opera Chairs to Concrete Floors

Will not come loose when properly set

Furnished with bolts and washers ready
to install. size shell most gen-

erally used for repair work as well as
original installations. The most satis-
factory way to permanently anchor a
chair to concrete.

Send for samples and prices

THE PAINE COMPANY

Type No. 1

2951 Carroll Ave.
Chicago, 111.

79 Barclay St.
New York, N. Y.

Type No. 2

Modern

Installations

( Continued from page 27)

for a new three-manual Marr & Colton
organ for its New State theatre.

Egleston theatre, Boston, Mass., W. B.
Littlefield is installing a two-manual Marr
& Colton organ in this theatre.

Empress theatre, Danbury, Conn., A. J.
Collins has had his theatre equiped with
a two-manual Marr & Colton organ.

Front Street theatre, New York City,
N. Y. — The Whitehall Amusement Com-
pany of New York has installed a two
manual Marr & Colton organ.

Great Lakes theatre, Detroit, Mich. —
Funk and Lancaster have recently con-
tracted for a new three-manual Marr &
Colton organ to be installed in this new
theatre now under construction.

Oakman Boulevard theatre, Detroit,
Mich. — The London Brothers have
placed their contract with the Marr &
Colton Company for a three-manual
Marr & Colton organ for this theatre.

Oakdale theatre, Detroit, Mich. —
Schulte and Barrett will install a two-
manual Marr & Colton organ.

Liberty theatre, Exeterboro, Pa. —
Joseph Walsh, operator of the Liberty,
has installed a two manual Marr & Col-
ton organ in his theatre.

Plaza theatre, East Stroudsburg, Pa. —
The operators of this theatre have or-
dered a new three manual Marr & Col-
ton organ, which is to be installed in
October.

Randolph theatre, Chicago, 111. — This
theatre has installed a new two manual
Marr & Colton organ.

Gayety theatre, Ottawa, 111. — The
Gregory Theatre Circuit has installed a
new two manual Marr & Colton organ
in this house.

Eltinge theatre, Bismarck, N. D. —
Finkelstein & Reuben of Minneapolis,
Minn., has ordered a two manual Marr
& Colton organ for this theatre.

Lagoon theatre, Minneapolis, Minn. —
Finkelstein & Reuben has installed a
Marr & Colton organ in this house.

Nicholas theatre, Fairmont, Minn. — A
Marr & Colton organ has been installed
by Finkelstein & Reuben.

Chateau theatre, Rochester, Minn. — A
Marr & Colton organ has been installed
by Finkelstein & Reuben.

Uptown theatre, Utica, N. Y. — A three
manual Marr & Colton organ is being
installed by Robbins & Lumberg. It will
be placed on a push button control ele-
vator.

Genessee Street theatre, Buffalo, N. Y.
— A four manual organ will be installed
bv Basil & Vohlwinkle on an elevator
platform.

Madison theatre, Oneida, N. Y. — A
three manual organ will be installed in
this house.

V. C. Luppert of Williamsport, Pa.,
while at the Marr & Colton plant or-
dered a three manual organ for his new
theatre now under construction.

M}narch Theatre Supply Co.

EQUIPMENT

Chicago theatre, 614 South State street,
Chicago, 111. — Strong reflecting arc lamps.

Harmony theatre, 411 East 43rd street,
Chicago, 111. — Da-Lite screen, Strong re-
flecting arc lamps, complete lobby frames.

Imperial theatre, 2329 West Madison
street, Chicago, 111. — Da-Lite screen.

Lincoln theatre, 3132 South State street,
Chicago, 111. — Da-Lite screen.

Frolic theatre, 947 East 55th street, Chi-
cago, 111. — Da-Lite screen.

Parkway theatre, 2736 North Clark street,

From the Ground

TO exhibitors, prospective owners, oper-
ators and managers, we. offer a service
so complete that every conceivable
detail of theatre construction, equipment
and management is cared for to their best
advantage.

Years of first hand experience, have fitted
our personnel to know and handle theatre
problems. A nation-wide pooling of men,
money and materials, under centralized
control, enables us to purchase at rock bot-
tom prices, to distribute, quickly and eco-
nomically through 31 points of vantage,
and to give our clients the benefit of every
saving thus enjoyed.

Architectural, engineering and sales serv-
ices are some of the. other advantages we
place at your disposal.

And back of all, a spirit of Genuine
Cooperation with all interested in the. suc-
cess of the theatre industrv.

Rational Qheatre Supply Company

Only products of recognized merit
are distributed through National
Service.

Offices in all
Principal Cities

Read the announcements of firms
we represent in this insert. Watch
for others.

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An excerpt from
an editorial in the
Sept. 10th issue of
Exhibitors Herald

ut not just
a Pipe Organ

S sound as it is, the comment above does not express a new
thought for successful exhibitors. It is more an expres-
sion of what is now taking place in the industry than it is a
prediction for the future. Pipe organs are today practically
accepted as standard equipment for the modern theatre.

There are, however, a number of pipe organ problems that are per-
plexing cautious exhibitors who are astute enough to know why and
whereof they buy. "What will an organ do for my theatre?” “How
will it affect my box office?” “How many ways can 1 adapt it to my
program?” “What should 1 seek in an organ?” “What must I con-
sider when I buy one?” . . . These are a few of the questions

which must be answered.

Since 1 640

Kilgen Has been an out-
standing name in tbe pipe
organ world for almost
three centuries. Since Se-
bastian Kilgen built his first
instrument in I 640, the
Kilgen Family has been
devoting its efforts to the
"the king of instruments".

All of them are intelligently discussed in the most complete treatise
ever prepared on modern theatre organs. A copy is waiting for you
with our compliments. Write direct or to any one of the National
Theatre Supply Company’s offices. . . . Geo. Kilgen & Son,
Inc., 4016 N. Union Blvd., St. Louis, U. S. A.

THE VOICE OF THE SILENT DRAMA

Power’s Projectors

Are Now Equipped With

The New Power’s
Film Gate

and

Lower Fire Shield

Explanation of Parts

A — Lateral guide roller — This guide roller is split and the assem-
bly so constructed as to maintain at all times lateral stability of the
film and consequently the projected picture.

B — Upper and lower film pads — These pads are of hardened steel,
ground, highly polished and beveled, and so held under tension as
to assure a perfectly square contact with the film at all times.
They are maintained under sufficient tension to insure steady pro-
jection and no adjustment is necessary.

C — Film plate pad to which is attached the upper and lower film
pads together with the central film pad and their respective tension
springs.

D — Gate lock screw — This stud is fastened rigidly to the mech-
anism frame having no adjustment and affords a positive lock for
the gate assembly.

E — Fire shutter lift lever — A newly designed link between the fire
shutter governor and the fire shutter proper. The new design
insures positive raising and lowering of the shutter at approximately
50 film feet per minute.

F — Central film pads — These pads are maintained under lighter
pressure than B and their sole function is to keep the film in focus
over the aperature. These pads, like the upper and lower film pads,
are of hardened steel, ground and highly polished.

G — Rear baffle plate — This plate is rigidly attached to the front
or support plate and carries the lateral guide roller, upper film
shield, gate latch, insulated trip lever, gate stop, and film pad plate
assembly. This plate is interposed between the front plate and the
film pad plate in such a manner as to insure at all times a constant
flow of cool air rising between the front plate and the rear plate
and also between the rear plate and the film pad plate. By this
means it is possible to keep the film pad tension springs at a tem-
perature considerably below the point at which they would lose then
temper and at the same time keep the rear plate and the entire
assembly at a much lower temperature than the front or support
plate.

H — Air space between G and J.

I — Air space between G and C.

J — Front plate (radiating and insulating heat shield) — This plate
is scientifically designed to eliminate warpage under severe heat and
is a support for the entire gate structure.

K — Upper heat insulating cap — This cap is made of bakelite and
is entirely insulated from the metal front plate, eliminating the
possibility of the projectionist burning his fingers.

L — Insulated gate latch lever — The gate latch lever is positive in
action and is insulated with a bakelite trip, thereby protecting the
projectionist from the heat when opening the gate.

M — Light shield to protect the projectionist’s eyes from the
intense spot on the aperature. This shield may be readily attached
and detached. It is not fastened in any way.

N — Fire shutter pivot pin — This part entirely new in design lifts
or lowers the fire shutter perfectly freely at all times, there being
no danger of its becoming bound in the bearings.

O — Lower heat insulating cap — This cap also is of bakelite and
entirely insulated from the metal front plate. It is an assurance
against discomfort to the projectionist and the film coming in
contact with anjf hot metal part.

P — ‘Lower loop protector — This newly designed assembly is self-
locking and is so constructed that it opens downward rather than
laterally as in the former design. The latch is so placed that it
falls readily over the index finger of the projectionist when his
thumb and index finger are engaged with the knob to open the
shield. The shield proper is maintained under slight tension so
that it may be operated at will but without the slightest noise.

POWER’S DIVISION

INTERNATIONAL PROJECTOR CORE

90 GOLD ST. NEW YORK

for

And NOW

0^0

'Manufactured and Guaranteed by

Brenkert Light Projection Co.

7348 St. Aubin St.

Detroit, Michigan

fT Distributed in the U. S. by National Jl
Theatre Supply Co. and in Canada by -o-
L Theatre Supply Dealers. JJ

The many advantages of the Reflec-
tor Arc for motion picture project-
ion are well know to exhibitors and
projectionists.

These same advantages are now for
the first time available for the pro-
jection of dissolving lantern slides.

The new Reflector Arc Dissolving
Slides Projector gives you greatly re-
duced operating cost, brilliant screen
effects, sharply defined and perfectly
matched slides, a new curtain-effect
change-over, and greatly simplified
operation. Claim your share of these
great savings by placing your order
noiv.

A Reflector Arc type of
burner, expressly designed
and constructed for dissolv-
ing slide projection, is an
outstanding feature of this
new machine.

Theffr/«rmatching ofslides
easily and quickly, which
allows the projectionist
ample leeway in his work, is
insured by the use of an 11 "
diameter mirror possessing
exceptional opticalqualities.

All mechanical work is of
the highest quality, proven
design, and skilled craftman-
ship.

PROJECTORS EFFECTIVE
LIGHTING - DEVICES

7'i'\x

October 1, 1927

EXHIBITORS HERALD

31

Chicago, 111— Strong reflecting arc lamps.

Schindlers theatre, 1005 Huron street,
Chicago, 111. — Strong reflecting arc lamps,
Da-Lite screen.

Springfield theatre, 3855 West Roosevelt
road, Chicago, 111. — Da-Lite screen.

Waverly theatre, 527 Halsted street, Chi-
cago, 111. — Strong reflecting arc lamps.

Playhouse theatre, 408 South Michigan
avenue, Chicago, 111. — Simplex machines,
Strong reflecting arc lamps, Da-Lite screen,
Vallen curtain control, and complete booth
equipment, also electric attraction board.

Ben Hur theatre, 306 South Cicero ave-
nue, Chicago, 111. — Strong reflecting arc
lamps, generator and re-equipped the en-
tire booth and canopy.

Garden theatre, 1221 Taylor street, Chi-
cago, 111. — Strong reflecting arc lamps,
Roth Brothers generator.

New Paris theatre, 618 South State
street, Chicago, 111. — Da-Lite screen.

Randolph theatre, 14 West Randolph
street, Chicago, 111. — Strong reflecting arc
lamps.

Gaelis theatre, 2425 West 47th street,
Chicago, 111. — Canopy, attraction board,
frames.

Panorama theatre, 717 Sheridan road,
Chicago, 111. — Strong reflecting arc lamps,
ticket machine, complete lobby frames.

Century theatre, 1421 West Madison
street, Chicago, 111. — $7,000 attraction board
and electric sign.

Raven Screen Corporation
SCREENS

Roxy theatre, New York City, N. Y.

Rialto theatre, Waterloo, la.

Isis theatre, Kansas City, Mo.

Capitol theatre, Atlanta, Ga.

Oriental theatre, Detroit, Mich.

Empress theatre, Sapulpa, Okla.

New Aladdin theatre, Baltimore, Md.

New theatre, Baltimore, Md.

Garden theatre, Baltimore, Md.

Imperial theatre, Charlotte, N. C.

General Service Schools, Fort Leaven-
worth, Kan.

School District, City of Allentown, Al-
lentown, Pa.

George Inness School, Montclair, N. J.

Ray Smith Company
EQUIPMENT

Elite theatre, Appleton, Wis. — Two
Strong reflector arcs.

Grand theatre, Port Washington, Wis.
— Two Strong reflector arcs.

B. F. Reynolds 8C Co.
HEATING, VENTILATING,
COOLING

The following theatres have installed
the B. F. Reynolds & Company sys-
tem of heating and ventilation:

State theatre, Kalamazoo, Mich., a W.
S. Butterfield house designed by John
Eberson, architect.

Palace theatre, 25th and 53rd street,
Cicero, 111. (including refrigeration);
Gregory & Bernasek, lessees; William P.
Whitney, architect.

New Kenosha theatre, Kenosha, Wis.,
operated ’by Universal Chain Theatrical
Enterprises; R. L. Beaudry, architect.

Teatro del Lago, Sheridan road be-
tween Kenilworth and Wilmette, 111.
Sam Meyers, lessee; Edwin H. Clark,
architect.

Riviera theatre, Omaha, Neb. (includ-
ing refrigeration), A. H. Blank and Pub-
lix, owners; John Eberson, architect.

Riviera Annex theatre, Detroit, Mich.,
operated by C. W. Munz Theatrical En-
terprises; John Eberson, architect.

Capitol theatre, Grand Island, Neb.

“Kaus-a-Lite” Seats Patrons Quietly!

The well lighted theatre aisle is essential to the
safety of patrons. “Kaus-a-Lite” seats patrons
quietly — efficiently — without annoyance to
those already seated. Write today for particu-
lars.

KAUSALITE MANUFACTURING CO.

8129 Rhodes Ave. Chicago

Adaptable to any kind of theatre
teat. Pitt directly under arm of
aisle chair.

Kaus-a-Lite

Light Without a Glare!

Three Styles — Moderate Prices — Convenient

Terms

THE

REPR0DUC0

PIPE

ORGAN

Recent Installations:

Beardsley Theatre... Red Oak, Iowa
Park Theatre. ...Moundsville, W. Va.
Miner Amus. Co. ..River Falls, Wise.
Drake Theatre. ...East St. Louis, 111.

Casino Theatre Jacksonville, Fla.

W. H. Harpole Dodge City, Kas.

State Theatre Saginaw, Mich.

J. O. Wineland . Baxter Springs, Kas.

Princess Theatre Troy, Ala.

Rialto Theatre Augusta, Ga.

Grand Theatre. Clarksburg, W. Va.
Princess Theatre Sturgis, Ky.

There’s Nothing Like the Reproduco Pipe
Organ for economical and complete musical
accompaniment in the Motion Picture Theatre.
The cost of operation is about three cents per
hour. Ask the man who owns one. Imitation is
the sincerest flattery. There’s only one REPRO-
DUCO PIPE ORGAN.

Over 1,500 in use

The Reproduco Pipe Organ Co.

715 N. Kedzie Ave.

Chicago, Illinois

Reproduco Pipe Organ Co.,

715 N. Kedzie Ave., Chicago, 111.

Send me descriptive booklet and names of users of the Repro
duco Theatre Organs.

Name

Gty State

32

BETTER THEATRES SECTION OF

October 1, 1927

A NEW ATTRACTION

and

ADDED PROFIT

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Read What Others Say:

Grand Theatre, Water Valley, Miss.: “Sales
in five months, $954.00.’’

Majestic Theatre, Jamestown, N. Y. : “Your
machine is a wonder. Regret I did not buy
three years ago.”

Franklin & Arcadia Theatre, Syracuse, N. Y. :
“I would not think of running a picture show
without a popcorn machine. Have several
‘Cretors’ and find them simple and easy to
operate. They add to the box revenue.”

Capitol & Fox Theatres, Waco, Texas: “In
one of my Theatres last year the corn popping
machine made a greater net profit than the
Theatre with a $20,000 investment, so it is
easy to see why I am enthused over your
machine. I would not have a Theatre in a
down town location without one of your ma-
chines in the lobby.”

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(including refrigeration), operated by
Universal Chain Theatrical Enterprises;
John Eberson, architect.

Southern Film Service
EQUIPMENT

Star theatre, Humble, Tex. — Pair of
Strong reflecting lamps installed.

Palace theatre, Slaton, Tex. — Pair of
Strong lamps installed.

Nu Gulf theatre, Pelly, Tex. — Recent
installation of two noiseless cooling sys-
tems, Walker sunlight screen and new
draperies.

Strong Electric Company
STRONG LAMPS

Virginia theatre, Hazard, Ky.

Royal theatre, Philadelphia, Penn.

Clover theatre, Baltimore, Md.

Maryland theatre, Baltimore, Md.

Congress theatre, New York, N. Y.

World theatre, Sioux City, la.

Rivoli theatre, Hickory, N. C.

Typhoon Fan Company
TYPHOON COOLING AND VEN-
TILATING SYSTEMS

Palace theatre, Tarrington, Conn. (I. J.
Hoffman.)

Grand Avenue theatre, New Haven,
Conn. (Fishman Brothers.)

Park theatre, Brooklyn, N. Y. (Manto-
bar Operating Company.)

New A. H. Schwartz theatre, Queens
Village, L. I.

New Treasureland Homes Corporation
theatre, Auburndale, L. I.

Empress theatre, Danbury, Conn.

State theatre, Hempstead, L. I.

Mayfair theatre, Asbury Park, N. J.
(Walter Reade.)

American theatre, Nyack, N. Y. (A.
Taaffe & Company.)

New theatre, 232nd street and Broadway,
New York City. (Naples Holding Com-
pany.)

New theatre, Little Falls, N. J.

Berndes Mariano theatre, Havana, Cuba.

Palacio del Congress. (New Capitol
Building of Cuba.)

Baker theatre, Dover, N. J.

New theatre, Avenue L and 93rd street,
canarsie, N. Y. (Berkshire Theatre Corpo-
ration.)

Vallen Electrical Company
NOISELESS STAGE EQUIPMENT

Egyptian theatre, Scottsbluff, Nebr.

Ritz theatre, Chariton, la.

Classic theatre, Dayton, O.

Newton theatre, Newton, N. J.

Gerson’s New Colonial, Philadelphia, Pa.

Empire theatre, Montgomery, Ala.

Saenger’s Cecelia, Panama City, R P..

Olympic theatre, Pittsburgh, Pa.

State theatre, Baltimore, Md.

Downers theatre, Milwaukee, Wis.

Windsor theatre, Brooklyn, N. Y.

Mission theatre, Brooklyn, N. Y.

Mission theatre, Ventura, Calif.

Colonial theatre, Nashua, N. H.

Rialto theatre, Waterloo, la.

Metropolitan theatre, New York, N. Y.

Poncan theatre, Ponca City, Okla.

Forest theatre, Cincinnatti, O.

Madison theatre, Peoria, 111.

Commodore theatre, Cleveland, O.

Tower theatre, Los Angeles, Calif.

Broadway theatre, Baltimore, Md.

Columbia theatre, Philadelphia, Pa.

The Playhouse, Chicago, 111.

Walt Whitman theatre, Camden, N. J.

Columbia theatre, Paducah, Ky.

El Patio, Tyrone, Pa.

Kiesel theatre, Stamford, Conn.

Roosevelt theatre, Buffalo, N. Y.

Walbrook theatre, Baltimore, Md.

Casino theatre, Halifax, Novia Scotia.

October 1, 1927

EXHIBITORS HERALD

33

Visible Projection at 500 Feet

High intensity arc lamfcs used in throwing picture 250 feet from booth to screen

WHEN the Kansas City Star recently
presented “The Rough Riders” free to
60,000 persons in Muehlebach field, Ameri-
can Association baseball park at Kansas
City, at night a problem in projection was
encountered. The situation was mastered
by T. F. Cole, National Theatre Supply
Company manager at Kansas City, who
worked out the details. A mammouth
screen and a much longer projection dis-
tance had to be dealt with. Let Mr. Cole
tell his story:

“When my attention was first called to
the propection at the Muehlebach ball park,
we looked over the grounds and we real-
ized that a problem in projection engineer-
ing had presented itself. We were told
they desired to present this picture to about
40,000 people, and four screens were sug-
gested in a box like manner, but we realized
that the screens would have to be tremend-
ously large in order that the pictures might
be seen and the titles read at a distance
of approximately 500 feet. With the four
screens it would be necessary to use eight
projectors in order that there be two pro-
jectors to each screen, but this idea had its
disadvantages. However, there came to the
attention of the committee a large score
board sign at the north end of the park.
This is a large board approximately 80 to
100 feet long and perhaps 30 feet high.

“The letters showing the score are about
a foot high. These letters could be read
all over the park in the day time. Then
someone suggested that three screens be
used, the middle screen being at right an-
gles with the grandstand, and the other
two on each side, as wings, each wing being
at right angels with bleachers. However,
this seemed impractical for the reason that
one of the bleachers was about twice as
long as the other, and as a consequence
there would be a lot of seats in the grand-
stand that would not be in line of vision,
so that at last it was decided to put one
screen a little father away from the grand-
stand, facing the south bleachers, and an-
other placed at right angles facing the west
bleachers. However, in this case the grand-
stand would be in the center and as a con-
sequence this range of vision would be as
against the corner of the two screens. This
was out.

“Then the only thing left as a solution
of the problem was one screen that could
be seen all over the grandstand, so a 12x16
screen was produced, but on our trial this
was so small that it could not be seen all
over the grandstand. Then there was fash-
ioned a screen about 20x30. This screen
proved very good. However, it was fig-
ured that short-sighted persons would not
be enabled to read the titles properly, so
after this screen was tried the masterpiece
screen was produced. That is a screen
approximately 40 feet high and 50 feet
wide.

“This screen was placed about 150 feet
back of second base, and it was found that
the pictures could be seen and the titles
read from any seat in the grandstand, all
of the seats over the infield and to the
right and the left. The screen itself was
an engineering problem because the ball
park would not permit any stakes driven in
the outfield, so this screen had to be prop-
erly braced and weighted down with sand
bags. On the screen, there was one hard
problem, and that was the fact that the
games were played up until about 5 o’clock
and it did not give the workmen very much

time to put the screen up before the trial.
It was quite a difficult engineering feat to
build a temporary screen so large and still
make it substantial enough to withstand any
winds that might come up. With the ad-
vent of the large screen the light of the
moon, the other lights necessary around the
park, it then became a problem in projec-
tion to put on a picture that all could see
over so vast an area.

“Perhaps more people viewed this picture
at one time than ever viewed a picture on
one screen at one time before. It became
with the projection engineers a problem in
light. The lenses we knew, would be sat-
isfactory. We used Series II of half size
lenses in presenting this picture. We real-

New Year Shows
100% Increase

Henry Stitzberg, head of the
Jylonarch Theatre Sufifily Com-
fiany of Chicago.

Business for the first seven months of
1927 was 100 per cent better than it was
last year. This, at least, is the experience
of the Monarch Theatre Supply Company,
Chicago, according to Henry Stitzberg,
head of the organization, who last week
declared that he could see no interruption
to a continuation of brisk activity in the
motion picture field for the balance of the
year. Mr. Stitzberg, who has been in the
theatre supply business for some years, de-
clared that August was the biggest month
in the history of his business. Prospects
for the next few months are decidedly
favorable, he declared.

Enlarged facilities and additions to the
personnel of the repair department have
recently been made by Monarch. Maurice
Salkin, special representative of the com-
pany stated a number of announcements of
important installations will soon be made
covering the Chicago territory.

ized that if we could not furnish the proper
projection that the Star’s party could not
be said to be a success. Once before we
had put on a picture 30x40 feet in the Con-
vention hall. We used an ordinary arc
lamp, using very high amperage. However,
the picture was thrown on the inside, and
we did not have any outside light, such as
the moon and other lights as interference.
It was surprising to note how much light
a street light about 500 feet away threw on
the screen. There was a huge column be-
tween the light and the screen, and the
column made a heavy shadow on the
screen.

“This gave us an idea of about how much
light the screen was receiving from this
source. It was our first idea to place the
projection booth as near the screen as we
could, consistently, but we wanted to use
a half size lens, and the half size lens does
not come in sizes of shorter focal length
than 5EF, and the 5EF will make about the
size picture that we desired at about 250
feet. We were therefore obliged to not
put the booth any closer than 250 feet from
the screen. Our reason for getting as close
to the screen as we could was on account
of the fact that we figured perhaps there
would be considerable dust from the
grounds occassioned by such a large crowd,
and there would also be considerable
smoke, also quite a number of insects, etc.,
and the closer to the screen we got, the
better projection we would have. But in
our try out, we tried the booth 300 feet
from the screen, and as a matter of fact
it was quite difficult to tell which was the
brighter picture, the one presented at 250
feet, or the one at 300 feet. We, however,
chose the 250 foot throw and we were sorry
after the picture was presented that we did
so, because if we had used the 300 foot
throw the park could have accommodated
quite a large number more people than
with the 250 foot throw.

“In the booth we placed two latest style
projectors for the presentation of the pic-
ture. We had a third all wired up in
the booth for emergency should anything
happen to either one of the two. As men-
tioned before the hardest problem of all
was the light, as it took a great deal of
light to illuminate the screen, so it was a
question of securing the greatest amount of
light with as little interference as possible.
We used 3 High Intesity Arc Lamps, using
16 millimeter carbons. Any projectionist
will realize that it takes a great deal of
current. to furnish the proper crater on a
16 millimeter carbon in the High Intensity
Arc Lamps. We used approximately 150
amperes of direct current at the proper
voltage. As it was necessary to reinforce
the High Intensity Lamps we had to carry
heavy current, we used Pyrex Condensers
next to the light and we are glad to say
the Pyrex Condensers withstood the tre-
mendous heat from the arc lamp without
breaking.

“One thousand feet length of film was
used, and the running time was about 9 or
10 minutes. It was necessary to keep the
film moving pretty rapidly to keep it from
burning. The carbon holders were consid-
erably fused on account of the intense heat,
but they stood the test.

“As before stated, we had the third ma-
chine for emergency, but were hoping we
would not have to use it, and we did not
The electricity was furnished by a 30 KW
Generator, and when both arc lamps were
on at the same time during the changeover
it pulled the generator to capacity. Ordi-

34

BETTER THEATRES SECTION OE

October 1, 1927

ANNOUNCING

the

High Intensity Reflector Arc

For Motion Picture Projection

The latest and greatest step forward in the development of High
Intensity projection.

Snow White High Intensity Light.

60 amperes equal in screen illumination to 120 amperes with the older
High Intensity Lamps.

Gives more and better light for current expended.

Economical to operate.

Even screen illumination.

HALL & CONNOLLY, INC.

129 Grand Street New York City

Bowling Alleys Earn Money

Theatre Owners and Architects send for our
booklet “Silence Is Golden.” No obligation.

Bowling alleys in a theatre building are an
important revenue producing adjunct. You
can have bowling alleys in your theatre with-
out any disturbing noises from them reaching
the patrons in your auditorium. This is made
possible by the Stevens System of sound iso-
lation.

Bowling alleys shown here are installed above
a theatre auditorium in Chicago. They bring
added profit to the owner.

Write for our informative booklet
containing valuable facts.

STEVENS SOUND-PROOFING
COMPANY

407 So. Dearborn St., Chicago, 111.

Representatives in all large cities

narily one operator would handle two ma-
chines, but in this case in order that the
best results might be obtained we employed
four operators with the fifth in reserve.
Two operators to each machine, one looking
after the mechanism of the machine, and
the other looking after the lamphouse.
Outside of the booth were posted three
firemen with apparatus necessary if a fire
should break out. Two prints of the film
were on hand so in case anything should
happen to one that the other one could be
used.

“A changeover device was fixed up in the
booth so the picture could be changed over
without interruption. In fact no detail was
overlooked in getting every atom of light
possible, and in giving them projection that
would be high class.

“We come now to the night of presenta-
tion. The street lights that had done so
much damage to our picture on our tryout,
were eliminated, and the moon that we felt
would have disastrous effect on our pic-
ture came out but did not do us much dam-
age as we thought possible. There was no
shadow box around the screen to protect
the screen from the moonlight. The crowd
began early to congregate, and the band
began to play their overture. The picture
was scheduled to go at 8 :30, but about 10
minutes to 8 the crowd became so great
that they asked us if we could not put on
the picture at that time, but we did not like
to do so on account of the fact it was
very light at that time, and we put them
off with the picture until about 10 minutes
after 8 when at the proper signal the pic-
ture began to be propected from the booth.

“Wish to say the 12 reels of pictures
were projected without a single stop or a
single hitch anywhere. We projected a
very bright picture, and the projection was
surprisingly good. The fact is the people
commented on how plain and clear the pic-
ture was even from points 500 feet from
the screen. The operators all heaved a sigh
of relief when the picture was over. A
booth is a very hot place and they were
very glad indeed to get through without
a stop.

“The High Intensity Arc Lamp is a re-
cent development of the arc. A part of the
carbon is set horizontally, so that the full
light from the crater of the carbon is
thrown directly onto the condenser, and of
course from the condenser on to the aper-
ture plate and through the motion picture
lens. The top or positive carbon rotates
or revolves so the crater is perfectly uni-
form at all times. By test it has been
demonstrated that 150 amperes on the High
Intensity Arc Lamp is equal in light value to
twice that amperage on a regular arc lamp,
if it were possible to use 300 amperes on
an arc lamp.

“During the tryout before the regular
running of the picture 170 amperes were
used, but we found the best results were
secured around 150 amperes. The positive
carbon of the High Intensity is a chemically
treated carbon, and furnished by the Na-
tional Carbon Company, Cleveland.

“They were all familiar with the high
class manner in which the Kansas City Star
puts over their parties, etc., and they
wanted to present service in line with the
Star's high ideas, and we believe they did."

“U” to Build$250,000
House in Eugene, Ore.

Contract has been let here by the Uni-
versal Theatres for the erection of a new
house at Tenth Avenue and Williamette,
Eugene, Ore. The building will be 80x160
feet, of concrete construction. The com-
pleted structure will represent an invest-
ment of $250,000.

The L'niversal Theatres own two other
theatres here, the McDonald and the Rex,
both of which will be operated in addition
to the new one.

October 1, 1927

EXHIBITORS HERALD

35

Dissolving Stereopticon Projector
Effects Saving in Operation

Cost of Running Is Reduced 50 Per Cent, According to Claim of Manufacturer

A NEW dissolving stereopticon projector
which uses the reflector arc principle
and which is said to effect a saving of 50
per cent in the cost of operation has been
placed on the market by Brenkert Light
Projection Company.

The complete equipment (see Fig. 1) in-
cludes the new Brenkert reflecting type arc
burner with automatic feed, large diameter
fully corrected mirror with external adjust-
ments, condensing lenses, single type built-
in slide carriers with swiveling adjustments,
light cones, fast operating curtain shutters,
2tk in. diameter, double achromatic pro-
jection lenses in any focal length from
14 in. to 36 in., front dowser shutters,
slide tray, 60 ampere switch and box with
leads to arc lamp, automatic pilot lamp,
and arc control and heavy three legged
floor base with height adjustments.

The standard finish is blue steel and
silver green with nickel plated trimmings.
The overall measurements are: 15 in.
wide, 62 in. long, 4-8 in. to 57 in. high,
with a 9 in. height adjustment. The
recommended current is from 20 amperes
to 35 amperes for all projection distances
in present day theatres.

Unit A ssembly
on Front-f)l ate

A feature of this new slide projector is
the unit assembly of the condenser lenses,
slide carriers, curtain shutters, and light
cones on the front plate of the lamphouse.
All of these elements are mounted on a
separate base (see Fig. 2) which is attached
to the front-plate in such a manner that it
can be rotated back and forth over an angle
sufficient to permit matching the slides for
height on the screen. A control handle is
provided for this work.

Each slide carrier, condenser lens, cur-
tain shutter and light cone assembly, in
turn, is mounted on another, smaller, base
which is mounted on the main assembly
base so that these, too, can be rotated in
order to adjust the slides for skew.

Figure 4

Arc Burner Takes
16 Inch Trim

The arc burner, shown in Fig. 4, was
especially designed to accommodate a full
16 in. trim of carbons so that when once
trimmed, no further setting of carbons
will be required. The bearings on each
carbon holder are extremely long and all
mechanical fits are held to close limits to
prevent rocking of the carbons thus assur-
ing their accurate alignment at all times.
A double focusing arrangement is provided
for initial adjustment purposes. A pilot
lamp, operated by a door switch, is also
furnished so that the opening or closing
of the main lamphouse door automatically
operates the pilot lamp.

Accurate Slide Matching
on Any Distance

The optical design of the equipment is
such that slides may be accurately matched
on any projection distance easily and
quickly. This feature, in combination with
the automatic control for feeding the car-
bons, relieves the projectionist of prac-
tically all routine work with the exception
of loading and removing the slides.

Double achromatic projection lenses in
any focal length of from 14 in. to 36 in.
are furnished to insure the best possible

definition and quality of projection. The
adjustments on these lenses are of the
simplest and easy to make.

One Small Port
Opening Required

It frequently happens that the construc-
tion of the projection room in some thea-
tres is such as to make impossible the in-
stallation of such equipment as a dissolving
slide projector or effect machine. This
difficulty has been eliminated in the matter
of slide projection because the placement
of the optic systems, in this new reflector
arc slide dissolver, side by side, makes a
port opening measuring 8 in. by 10 in.,
more than ample to freely pass both beams.
The relative size of the port opening re-
quired is shown in Fig. 3.

Great Savings
Among Advantages

The replacement of two relatively high
amperage arcs with one of lower current
requirements results in reducing operating
costs by more than 50 per cent. In addition
to this, condenser breakage is practically
eliminated because only thin, long focal
length single lenses, less susceptible to
breakage from heat, are used. No trouble
from mirror breakage need be expected
if ordinary care is used in handling the
equipment since the mirror has special heat
resisting properties and proper allowances
were made to take care of a maximum
angle of tilt of 25 degrees. The savings in
carbon costs also will be lower by more
than 50 per cent.

The screen results are all that could be
desired, perfectly even illumination being
obtained from corner to corner and the
intensity being more than 30 per cent higher
than the old system for equal currents.

500 Theatres, Hotels,

Pictured on Circular

In its direct by mail campaign, Clinton
Carpet Company, distributor of Ozite Car-
pet Cushion, is sending out a mammoth
circular one foot wide by 15 feet long.
Pictured on this “Ozite Roll Call” are more
than 500 theatres and hotels.

36

BETTER THEATRES SECTION OF

October 1, 1927

Have you received
your 1927 “Quiet
Book ?”

VALLEN SERVICE NEVER FAILS!

When you see a silent, graceful movement of curtains, you
are assured that the perfect functioning and motive forces
behind are Vallen Noiseless Curtain Controls and Noiseless
All-Steel Tracks.

VALLEN ELECTRICAL COMPANY

MLLEN

REM DTE ELECTRIC
CURTAIN CONTROL

EQUIPMENT

225 Bluff St.
Akro n, Ohio

crfie J^ecu
THEATRE MODEL

With the Subtracting Keyboard

first point of impression*

the box office'

says "Poxy"

“First contact with the
house is by way of the
Cashier, therefore, how im-
portant it is that the first
point of impression convey
all the management desires
in the way of courtesy and
service,’’ says S. L. Rothafel,
universally known as

Bala ban

eiliatj H6U} RIALTO
Square Theatre, JolietJLl.
Uses 2 Brandts

The Brandt Junior Automatic Cashier
not only renders unexcelled service by
eliminating long waits at the ticket
window but imparts an air of business-
like dignity to the box office.

Ticket seller presses-only-one-
key, corresponding to the price
of the ticket, — automatically, in
less than a second — the Brandt
delivers the correct change
direct to the patron.

Brandt Automatic Cashier Co.,

Department A, Watertown, Wis.

Please place with us on Thirty Days’ FREE Trial
your Brandt Automatic Cashier. It is, of course,
understood that we can return it, as we accept the
trial without obligation or expense.

Please check whether used on the □ RIGHT or
□ LEFT side of the box office.

Firm Name _ -

Individual

City — State...

I

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Over 40,000 Users

Sold Direct
not through dealers

for 30 Days
Mail Coupon
FREE TRIAL

Lighting the
Kinebooth

By WAYNE R. PERKINS

I think you will admit that lighting
the projection room is one of the
hardest problems confronting the
architects and managers today.

It is true that it is easy to place two
or three incandescent lamps in your
projection room; one by each machine
or in any manner you choose. But this
lighting problem is far from solved at
this stage. It is most impossible for
the projectionist to get a clear sharp
view of the screen, when his room is
lighted as we usually find it, thereby
hampering screen results. I have my-
self in the past as a projectionist left
my machines and run downstairs or out
on the balcony to get a clear view of
the picture. Many times I have no-
ticed a slight flicker or faint blur,
which I could easily have corrected had
I known about it.

However, in the past few days I
was in a theatre (owner wishes name
withheld because he says it is only an
experiment. But, you can take it
from me, it has passed the experimen-
tal stage) where they are using a new,
yet inexpensive means of lighting the
projection room. This will work out
fine where you have a high ceiling ot
not less than nine or 10 feet.

It is a row of lights about a foot
and a half apart extending along the
top of the front wall. They are shield-
ed by a sheet metal shelf immediately
below the bulbs, just wide enough
that the light reflects to about six feet
of the floor on the back wall. A piece
of bright sheet metal may be placed
above the shelf and in back of the
lights to serve as a reflector.

This lights the projection room very
well and prevents the glare so the pro-
jectionist can see the screen. But, in
cases where the ceilings are low, I
think the best method yet is the in-
verted bowl type with dimmers.

Theatres of Albany
Begin Junior Season
of Shows for Children

( Special to the Herald )

ALBANY, Sept. 27. — Motion picture
theatre owners throughout the country, can
profit this winter by following in the steps
of Albany, N. Y., where junior movies have
been held for several years, with much
success both to the city and to the theatre.
A committee of 100 prominent women in
Albany has just been named to handle the
coming junior motion picture season. A
big Hallowe’en theatre party has been
planned as the opening event of the season.
The aid of one'of the city’s newspapers has
been enlisted and everything points to the
same success as has characterized the jun-
ior seasons of the past.

Saxe Promotes Meara

(Special to the Herald)

MILWALTKEE, Sept. 27. — Saxe Amuse-
ment Enterprises have expanded their pub-
licity department, and John Meara who
handled publicity for Saxe theatres in Mil-
waukee is now engaged in state exploita-
tion work for the Saxe organization. Les-
ter Ernst has taken Meara’s place in Mil-
waukee.

October 1, 1927 EXHIBITORS HERALD 37

New Powers Film Gate Provides
Added Booth Protection

Details of new improvement announced by International Projector Corporation

need for this new gate.

Power’s new film gate assembly pro-
vides high protection against overheat-
ing and ignition of the film and in many
respects is one of the most valuable
improvements to motion picture projec-
tors. In addition to giving the projec-
tionist absolute protection against burns
and other discomforts due to handling
heated parts of the mechanism, the ten-
sion is reduced to a minimum without
interfering with the steady showing of
the film on the screen. The new Power’s
film gate is radically different from the
Power’s gate which has been in use for
many years, and although for the present
the former is being supplied only on new
projectors, it is probable that eventually
the latter will be entirely replaced by the
new gate on all Power’s Projectors.

This new film gate is massive in con-
struction and is so designed that there are
two large cooling spaces between three
widely spaced heavy metal shields. The
front shield or baffle plate which covers
almost the entire mechanism front is of
waffle iron design which secures ready and
rapid radiation of heat. To the front baffle
are attached completely insulated bakelite
finger plates above and below for the pro-
tection of the projectionist’s fingers and
this feature is carried still further in the
construction and design of the latch gate
itself. On this front baffle is mounted the
automatic fire shutter, an accurately bal-
anced sheet steel curtain having great
thickness which closes and opens at a pro-
jection speed of approximately forty-five
to fifty film feet per minute. The eye
shield which is of new design is part of
the front plate and may be readily re-
moved by simply lifting it from its sup-
porting spindle. The massive hinge is at-
tached to the front plate and constructed

so that it is impossible for the entire as-
sembly to get out of alignment regardless
of the rough usage it may receive at times.
Back of this front baffle is another heat
dissipating unit and between the two a
cooling flow of air is assured at all times.

To this second plate is attached the gate
latch and gate latch spring which also car-
ries the upper film guide roller, the upper
fire shield and the pad to which are at-
tached the pressure pads and their respec-
tive tension springs. The pads, which re-
main in perfect alignment at all times and
exert the absolute minimum tension, are
practically instantaneously replaceable. All
parts normally exposed to heat are thor-
oughly protected from the direct light rays
which would tend to render them inopera-
tive. The old lower fire shield assembly
has been discontinued and in its place a
new device having a positive lock has been
attached. When it is desired to open this
lower fire shield assembly the index finger
of the projectionist naturally falls in con-
tact with the release catch and the thumb
upon the knob for opening the shield. The
new shield opening downward lifts the
lower part of the mechanism entirely free
of obstructions and eliminates the possi-
bility of the lower fire shield slamming
shut on the projectionist’s hands while
threading the mechanism.

With the new gate assembly it will no
longer be necessary to hold the film in
place when closing the film gate. The film
may now be threaded in the Power’s me-
chanism, the idler rollers closed and with-
out holding the film in place over the aper-
ture, the gate may be closed and the film
automatically placed in its proper position
for projection. This feature has been so
well taken care of that, although the gate
may be repeatedly opened and closed while
the film is being projected, each time the
gate is closed the film will automatically
be placed where it properly belongs.

The entire film gate as-
sembly consists of the
following parts: Gate and
hinge plate, gate latch
stud and stop, fire shutter
governor link, lower fire
shutter assembly com-
plete, a small double
ended wrench for attach-
ing the apparatus to the
projector and all neces-
sary screws are included
with each gate.

The new gate for the
present is being supplied
only on new Power’s Pro-
jectors, but it is hoped
that within a very short
time it will be available
for those who already
have Power’s Projector
installed. The new gate
will readily fit any Pow-
er’s 6-A or 6-B mechanism and may be
attached in four or five minutes.

Both the operation of the device and its
construction may be easily understood by
examining the accompanying illustration
and comparing it with the following ex-
planation of the lettered component parts.

Parts Are Explained

A — Lateral guide roller. This guide
roller is split and the assembly so con-
structed as to maintain at all times lateral
stability of the film and consequently the
projected picture.

B — Upper and lower film pads. These
pads are of hardened steel, ground, highly
polished and beveled and so held under
tension as to assure a perfectly square con-
tact with the film at all times. They are
maintained under sufficient tension to in-
sure steady projection and no adjustment
is necessary.

C — Film plate pad to which is attached
the upper and lower film pads together
with the central film pad and their respec-
tive tension springs.

D— Gate lock screw. This stud is fas-
tened rigidly to the mechanism frame hav-
ing no adjustment and affords a positive
lock for the gate assembly.

E — Fire shutter lift lever. A newly de-
signed link between the fire shutter gover-
nor and the fire shutter proper. The new
design insures positive raising and lowering
of the shutter at approximately SO film feet
per minute.

F — Central film pads. These pads are
maintained under lighter pressure than B
and their sole function is to keep the film
in focus over the aperture. These pads like
the upper and lower film pads are of
hardened steel, ground and highly polished.

G — Rear baffle plate. This plate is rigidly
attached to the front or support plate and
carries the lateral guide roller, upper film
(Continued on page 55)

r^ETAILS of an impor-
tant improvement in
Power’s projectors are
given in a statement is-
sued by the International
Projector Corporation,
which describes the new
film gate with lower fire
shield as incorporated on
the latest model Power’s
projectors. The new de-
velopment comes after
several years work in the
company’s research and
engineering department
and will, according to P.

A. McGuire, director of
advertising and publicity,
fill a long demand, as the
rapidly growing use of
reflector lamp, the high
intensity and other il-
luminants with extremely
high candlepower and corresponding in-
crease of heat has greatly intensified the

38

BETTER THEATRES SECTION OF

October 1, 1927

Chosen by

The AVA LON!

Chicago’s Newest 3,000 Seat Theatre

“The Super Reflector Arc Lamp”

THE selection and installation of Peerless Reflector Arc Lamps
by the National Theatres Corporation for their new 3,000
seat “Avalon” Theatre costing well into $2,000,000 is a
great tribute to the superiority of Peerless lamps over the entire
competitive field.

This installation fully bears out our contention that to have all of
the advantages reflector arcs afford. Peerless must be your choice
when making a selection.

Peerless Reflector Arc Lamps are built by the largest manufac-
turer of reflector arc lamps in the world; in actual numbers of
lamps in service they outnumber all others two to one; they are
used in the majority of the Nation’s finest theatres and are stand-
ard factory equipment on Simplex Projectors.

No other reflector arc lamps is so well recommended, no other
lamp can approach it in actual dollar for dollar value, and most
certainly no other equipment has its ability to perform for years
with no upkeep cost.

WHY HAVE LESS?

HAVE YOU WRITTEN FOR OUR NEW CIRCULAR
DESCRIBING THE

PEERLESS DISSOLVING STEREOPTICON

Mf’d By

THE J. E. McAULEY MFG. CO.

552-554 W. Adams St.,

Chicago, Illinois

SUPERIOR CARBONS MEAN
PERFECT PROJECTION

isH

CARBONS

Ensure Best Screen Results for All Types of Projection

HUGO REISINGER

11 Broadway New York

Sacred Buildings of India
Copied in Fox Houses

( Continued from page 29)

of the theatre. Tassels, fringes, and fil-
igree work of super-size and super-beauty
hang from the fabriced ceiling. Gigantic
spears support the canopy, which is made
to appear open to the sky, with atmosphere
and cloud effects changing colors with the
mood of the music and program features.

Below the canopy is the cornice, superbly
done in ornamental plaster and jewels set
in clusters. Walls are richly painted like
brocaded silks, above and between the
Hindoo arches, behind which are the totem
poles in Burmese style with rich gold and
silver mirrors between them. Arcades
down both sides of the theatre- are formed
by the arch-surmounted columns, similar
to the great Alhambra temple at Granada
and gorgeously decorated. Burmese shrines
serve as exit doors.

Aladdin’s lamp genii, shrines, perforated
niches of great size, drops and brackets
make up the canopy decorations over the
great proscenium arch. Huge pylons on
either side of the proscenium opening,
treated like Hindoo or Burmese shrines,
are decorated with horizontal bands of
ornaments forming the base, and broken
by decorative niches surmounted by huge
balconies each with another large niche
and a richly-decorated candelabra. Back
of each niche is a perforated grille, from
which proceeds rich and voluminous
melody from the organ chambers, and over
which multi-colored lights play. Unique
totem pole columns, with ornamental
Arabesques and horizontal mouldings,
dress off each side of the niches, and
grotesque masks and unique be-jewelled
fineals surmount the columns. Walls above
the niches are ornamented with peacocks
and crowned with jewelled sunbursts.

Oriental beauty combines with ultra-
modern comfort and culture to make these
Detroit and St. Louis Fox theatres unique
in theatre architecture.

Elevators run to all balcony levels. Seats
are wider and farther apart than in ordin-
ary theatres. Immense ventilating, refrig-
erating, heating, and air-washing plants
make the theatre comfortable to the nth
degree. Three immense organs in each
theatre furnish music, in addition to a 100-
piece orchestra.

“Roxy,” of radio fame, will have charge
of the stage presentations, which will be
circuited from the Roxy in New York.

By actual count there are 5042 seats in
each theatre. But at least 7500 people will
be under each roof when the theatres are
crowded to average capacity.

EVERYTHING FOR
THE STAGE

WIFFTN^

€£iScenicStudios

TIFFIN. OHIO

ESTABLISHED 1902

Send for Catalogue

October 1, 1927

EXHIBITORS HERALD

39

Victor Theatres , Inc.,
Opens First of Five
San Antonio Houses

The Sam Houston theatre, first of a ser-
ies of five suburban theatres here, was
opened in San Antonio, Texas, Saturday,
Sept. 16, by Victor Theatres, Inc. The
Houston is built on the order of a Spanish
hacienda, with beautiful patios, courts, and
the simple style of Spanish architecture
predominating.

Both second and first runs will be played
in the Victor Theatres, all of which will be
opened by Jan. 1, announces John Victor,
president.

San Antonio is experiencing its first
neighborhod theatres with the opening of
the Victor theatres. How they are going to
affect business down town is hard to say,
but it can be safely surmised that the new
theatres will in no way hurt others oper-
ating in San Antonio, as the town is rapidly
growing, and the population, over 250,000
with 104,000 Mexicans, is fast learning that
entertainment is necessary to them.

An interesting problem, by the way, is
offered at San Antonio in the Mexican situ-
ation. There are five Mexican theatres,
but it has been noted that the larger shows
have a greater percentage of these people
from across the border than the entire
patronage of the Mexican houses — which
shows that the Spanish decendant is be-
ginning to appreciate real entertainment.

Brilliant Audience at
Fox Opening

( Continued from page 29)

charge of the programs in the new thea-
tre, was present in person to see that
everything ran smoothly. One number
that drew great applause, attesting the
popularity of the President in Washing-
ton, was a Fox News subject showing
the arrival of the President and Mrs.
Coolidge at the remodeled White House.
The President smiled graciously in
acknowledgment.

It was evident that the President en-
joyed his first visit to a motion picture
palace. He remained until the close of
the screen offering, “Paid to Love,” as
did all the other members of the distin-
guished audience.

The new theatre was built on the site
of the old Ebbitt House, where Presi-
dent McKinley lived throughout his
service as a member of Congress. It
was the scene of many political gather-
ings before it was torn down to make
room for the building dedicated to the
press of the world.

In addition to housing the Fox theatre,
the National Press building contains the
offices of newspaper correspondents from
all over the world.

Among the guests at the opening were:

Secretary of the Treasury Mellon,
Secretary of the Navy and Mrs. Wilbur
and their son, Leonard Wilbur; the
Secretary of Agriculture and Mrs. Jar-
dine, the secretary of commerce, Herbert
Hoover; Attorney General Sargent, the
Ambassador of Argentina and Senora de
Pusyrredon, the Ambassador of Mexico
and Senora de Tellez, the ambassador
of France, M. Paul Claudel, and Mile.
Claudel; the newly appointed Ambas-
sador of Chile and Senora de Davila, the
minister of Finland, Mr. Astrom; the
Minister of Colombia and Senora de
Olaya, the Minister of Venezuela Senor
Grisanti, and his daughters, the Senoritas
Grisanti; the Minister of Persia, Mirza

CHANNON!

STAGE EQUIPMENT

Installed in

NEW 0RPHEUM THEATRE

OMAHA NEBRASKA

NEW HOLLYWOOD THEATRE

DETROIT MICHIGAN

NEW GREAT STATES THEATRE

ROCKFORD ILLINOIS

As Usual
by

Of Course!

Victor Hugo’s

LES MISERABLES

is being projected on the

Picture Quality Prompted the Choice

Raven Screen Corporation New York, N. Y.

40

BETTER THEATRES SECTION OF

October 1, 1927

LOEW’S and UNITED ARTISTS
PENN THEATRE

Pittsburgh

Rapp & Rapp, Architects
are equipped with our

Revolving Organ Console
Orchestra Lift, Piano Lift
and

Full Stage Equipment

including counterweight system and fire curtain

OTHER IMPORTANT INSTALLATIONS INCLUDE

Roxy Theatre, New York
Paramount Theatre, New York
Colony Theatre, New York
Rivoli Theatre, New York
Ziegfeld Theatre, New York
Strand Theatre, N^w York
West Farms Theatre, Bronx, N. Y.
Beacon Theatre, Brooklyn
Metropolitan Theatre, Boston
Capitol Theatre, Boston
Uptown Theatre, Chicago
Oriental Theatre, Chicago
Tivoli Theatre, Chicago
Howard Theatre, Chicago
Tower Theatre, Chicago
Marbro Theatre, Chicago

Harding Theatre, Chicago
Belmont Theatre, Chicago
Diversey Theatre, Chicago
North Center Theatre, Chicago
Royal Theatre, Joliet
Missouri Theatre, St. Louis
St. Louis Theatre, St. Louis
State Theatre, Detroit
Orchestra Hall, Detroit
Michigan Theatre, Detroit
Shea’s Theatre, Buffalo
Saengers Theatre, New Orleans
Eastman Theatre, Rochester
Kilbom Hall, Rochester
United Artists Theatre, Los
Angeles

Davond Khan Feftah; the Minister of
Nicaragua and Senora de Cesar, the
Minister of the Dominican Republic and
Senora de Morales, Senator Charles
Curtis of Kansas, Representative and
Mrs. Maurice H. Thatcher, Admiral and
Mrs. Edward W. Eberle, the chief of
staff, U. S. A., and Mrs. Charles P. Sum-
merall; Surgeon General of the Army
and Mrs. Merrit W. Ireland, the director
general of the Pan-American Union Dr.
L. S. Rowe, the assistant secretary of the
Treasury Mr. Charles S. Dewey; Admiral
and Mrs. Luther E. Gregory, District
Commissioner and Mrs. Proctor L.
Dougherty, the commissioner of the
Federal Loan Commission and Mrs.
Charles W. Hunt, Mr. Everett Sanders,
Commander and Mrs. Joel T. Boone,
Mr. Leander McCormick-Goodhart of the
British embassy, Mr. and Mrs. Joshua
Evans, Mr. and Mrs. David S. Barry.

Mr. and Mrs. William Fox and other
officials of Fox Film Corporation from
New York were also present.

The main entrance of the Fox theatre
is from F street. The ticket booths are
located in an open loggia that leads into
the vestibule, which is elaborately deco-
rated in marble and bronze.

Leaving the vestibule, one is received
into what is known as the petit lobby,
which is beautifully detailed in marble,
including marble floors, marble foun-
tains, statuaries, bronze, etc. From the
petit lobby one enters the grand lobby,
which is elliptical in shape.

A monumental stairway of bronze and
marble leads from the level of the
grand lobby to the level of the audi-
torium below. This grand lobby con-
tains 24 marble columns, the whole sup-
porting a dome richly ornamented in
relief and mural paintings. The floors
are covered with handsome imported
rugs, and the lighting fixtures are of
unique bronze and crystal design.

Upon reaching the auditorium floor
level the grand foyer is reached, beau-
tiful in design, decorated with imported
marbles, plaster relief and furnished with
furniture of the style of the French
kings. From the grand foyer are reached
the women’s lounge, the men’s lounge,
cosmetic rooms and rest rooms. The
lounges are designed in the style of
Louis XVI, with the furniture and
draperies carefully selected to match.
The cosmetic rooms, especially designed,
are equipped with tables and chairs for
the accommodation and convenience of
the fair sex.

The main auditorium is closely pat-
terned and designed after Louis XVI
style, with draperies of gold and red
velour, copied from the Chateaux Ver-
sailles and Fontainebleau. The audi-
torium is surmounted by a huge dome
with concealed lighting, and decorated
in gold, ivory and colors.

The proscenium arch measures 64 feet
in width by 45 feet in height. The depth
of the stage is 35 feet, with ample space
on each side for scenery, etc. The stage
section also has rooms for the con-
ductor, assistant conductor, organist,
libraries, dressing rooms, music room
and green room, all provided with ele-
vator service.

An elevator platform in the orchestra
pit measuring 49 feet by 16 feet accom-
modates the 60 piece orchestra. On the
stage there is also an elevator platform
measuring 40 feet by 12 feet. Upper
tunnels and foyers have been designed
with nooks, recesses, niches, etc., and the
ceilings with concealed lighting, giving
the whole a refined atmosphere.

The Fox seats 4,000. The price scale
is, matinee week days, general admission,
40 cents; nights, Saturday, Sundays and
holiday matinees, 75 cents for orchestra
and mezzanine, $1.10 for loge seats,
and 40 cents for balcony.

Peter Clark, Inc.

534-546 West 30th St.

NEW YORK CITY

The “ Warner” Variable Speed Projector Motor

Speed

Control

Handle

110 volts, 25 to 60 cycles

Speeds

150 R. P. M. to 4000 R. P. M.

Speed control entirely self con-
tained within motor.

No external control necessary.
Speed variations accomplished by
simply moving the handle as
shown in cut.

Hundreds of theatre owners have
replaced constant speed motors
with ‘"Warner” variable motors.
Write for bulletin

The Wigginton Company

434 North Church Street
KALAMAZOO, MICHIGAN

Also Ventilating Fans and Blowers.

October 1, 1927

EXHIBITORS HERALD

41

Milwaukee’s New Uptown Theatre

Saxe Enterprises has just opened its new house on the North Side in the Wis-
consin metropolis. This modern theatre is presenting the de luxe tyPe of enter-
tainment.

42

BETTER THEATRES SECTION OF

October 1, 1927

The Whole World
Patronizes Minusa!

Minusa screens have been installed in England,
Spain, Switzerland, Japan, Central America, the
West Indies, and even British South Africa.

IVhat doCS this show? It shows that ex-
hibitors in the "four corners” of the globe realize
the superiority of Minusa Screens. This, coupled
with thousands of installations throughout Ameri-
ca, proves World-Wide confidence in Minusa.

Minusa Cine Screen Company

Bomont at Morgan Saint Louis

THE BEST

^MINUSA*

De Luxe Special

SINCE 1914

WHAT WE ARE DOING FOR
INDEPENDENT THEATRES

Spending Thousands of $ $ $ for Dies and Machinery to Make Parts
to Keep the Price Within Reach of the Small Exhibitor.

Note the Savings on Just a Few
Parts for Motiograph 1A, 100 2 D and Early Deluxe

DIO Intermittent Sprockets List Price $ 6.50

D 6 Cam Shaft and Pin List Price 1 6.00

D 9 Star and Shaft List Price 15.00

D1 1 Intermittent Sprocket

Screws List Price .50

106 Sprocket, Upper or Lower List Price 7.00

1 62 A Aperture Plate List Price 2.50

96R Tension Shoe List Price 1.50

Our Price
Our Price
Our Price

Our Price
Our Price
Our Price
Our Price

Same Parts and Prices for XX Model

$ 3.50

10.00

9.00

.25

2.50

1.75

1.00

Parts for Powers Machines
6, 6A, 6B

667

Intermittent Sprocket

...List Price

$5.30

Our Price

$3.50

61 7

Feed and Takeup
Sprockets

...List Price

3.00

Our Price

2.00

687

Aperture Plate

List Price

1.60

Our Price

1.00

694

Tension Shoe

List Price

1.25

Our Price

.90

OTHER PARTS AT A DISCOUNT
PARTS FOR SIMPLEX MACHINES
SEND US A TRIAL ORDER AND BE CONVINCED
THE LARGEST AND OLDEST INDEPENDENT THEATRE SUPPLY HOUSE

MONARCH THEATRE SUPPLY CO.

1223 S. Wabash Ave.

WE HAVE NO BRANCH OFFICE

Chicago, 111.

Chief

Projectionists

A Life Sketch,

of

. JOSEPH H. GOLDBERG

GPWENTY-ONE years ago a telegraph
-I- messenger boy, today chief projectionist
for Balaban & Katz and the entire Publix
circuit: Such, in brief, is the history of
Joseph H. Goldberg of Chicago.

The title, chief projectionist, does not
adequately describe Mr. Goldberg’s posi-
tion for he is far more than chief projec-
tionist. He has designed practically every
piece of equipment in the projection rooms
of every Balaban & Katz theatre in Chi-
cago. The only machine he has not de-
signed is the projection machine, and he has
made improvements on it. He is today
drawing royalties on some of the machines
that he has designed.

Goldberg has always been interested in
mechanics and things electrical. That is the
reason he has been successful. When he
began as messenger boy at the age of 14,
the telegraph instruments fascinated him.
When he left this work, he began working
for the telephone company and later
switched over to the Western Electric
Company. Eleven years ago he joined the
forces of Balaban & Katz, when they began
construction of the Central Park theatre.
Goldberg designed the projection room and{
all of its equipment except the projection
machine. He remained at that theatre until
two years ago when Balaban & Katz
wanted a chief projectionist for all their
theatres.

Goldberg was selected for the position.
Why? Because he had refused to look
upon his job merely as a means of making
money. He had made it his profession,
and the immediate salary had always been
secondary.

Today Goldberg designs the projection
room of every new Publix theatre and
trains the operators. He personally super-
vises the construction of the projection
room of every theatre, and his itinerary
sounds like that of Lindbergh’s.

His equipment and the layout and con-
struction of projection rooms have been
copied by more than 500 of the largest
theatres in the country. Many of the im-
provements now accepted generally all over
the country in projection room and projec-
tion equipment were originally designed by
Goldberg.

October 1, 1927

EXHIBITORS HERALD

43

HENNEGAN

PROGRAM

COVERS

Y\ew
^Anniversary
design

Let your program
tell your patrons
about your
anniversary

This can serve
as a souvenir

Write for sample booklet

The HENNEGAN Co.

Cincinnati, Ohio

INCREASEYour revenue

with a

STAR

Pop Corn
Machine

We can fill your
requirements per-
fectly at the right
price !

Write for free
catalogs

STAR MFG. CO.

Inc.

4477 Finney Avenuo,
St. Louis, Missouri

THEATRICAL

QVT PLEfE
Send for

OivestPp1^

Catalogue

J.KCLANCY>e|SYRAcuSENy

Patrons Tire of
Riot of Colors

(Continued from page 11)

attractive, with the lower half of the walls
wiped with blue, carmine, gold, and emer-
ald green over a light amber base, and the
top half of the wall is a solid light amber
stipple finish.

Not only have the walls of the theatre
undergone a great change, but the lighting
effect has been changed from a somewhat
obtrusive brightness of natural color to
subdued and harmonious perfection. Dull
ambers, dipped blues, and rose lights pre-
dominate in the house when full lights are
on. Blues are dominant during the presen-
tation of the program.

The lobby is probably more noticeable
now for the improvement that has been
done on it. All frames have been changed
from brass to a stipple finished effect, with
the various wiped colors giving them a de-
lightful appearance to the eye that is trying
to find the next week’s bill. A huge
shadow box has been erected on the inside
of the foyer, in the shape of an antique
Egyptian trophy case. Dim lights spot this
box, in which future attractions are an-
nounced.

On the walls of the interior of the thea-
tre, where once there were located the
huge spread fighting eagle so common on
Egyptian decorative work, there is now
merely a beautiful stretch of silver leaf,
which sheds radiant myriads of light par-
ticles when the house lights are on. The
birds have been done away with, and this
new effect is causing more comment than
any other part of the house.

The Metropolitan, although still carry-
ing out the Egyptian motif to a marked de-
gree, presents to the eye a less riotous ar-
ray of colors — many colors yet, but woven
together into a mass of delicate continuity
that does not offend as did the glaring
and abruptly sharp lines of color work that
formerly was characteristic of the Metro-
politan. Publix officials are now satisfied
with the Met, as it is called in Houston,
and agree that the redecoration is well
worth the cost in the amount of construc-
tive criticism that is being offered on the
new “Met.”

Wolf son & Meyer Take
Over Mobile Theatres

Wolf son & Meyer, of Miami, Fla., have
taken over the Bijou and Empire theatres
in Mobile, Ala., which they recently pur-
chased. The Bijou has been re-named the
Capitol. Both houses will be under the
management of Ralph DeBruler, well
known in the Southeast. Mr. DeBruler was
located in Macon several years where he
headed the theatre enterprises owned by
the late Troupe Howard. Subsequently he
went to Atlanta as the first manager of
the Howard theatre, promoted by Troupe
Howard and later acquired by Southern
Enterprises, Inc. For the past two years
Mr. DeBruler has been active in several
Florida theatre enterprises.

Alhambra, “U” House,
Observes Anniversary

This week the Alhambra theatre, Milwau-
kee, Wis., is celebrating their second birth-
day anniversary under Universal with Fred
S. Meyer as managing director of the
house, and are offering to the public a
bang-up stage frolic with “Count” Kauf-
man acting as master of ceremonies besides
the feature picture. The entire theatre is
all dolled up in bunting and a banner is
strung across the avenue advertising the
event.

How does the
Patron judge
Your House?

'WOUR doormen and ushers are
the first to come into personal
contact with your patrons. The
impressions they make are lasting
ones. They symbolize your organ-
ization.

Faultlessly attired in trim, quality^
built Maier-Lavaty uniforms, they
immediately instill in the patrons’
minds the feeling that care, dis-
crimination and showmanship are
paramount characteristics of the
management. Maier-Lavaty uni-
forms are used by the Orpheum
Circuit, and many other prominent
theatres. From our large assort-
ment of fabrics we can meet your
every requirement for quality and
smartness at remarkably low
prices.

IF rite for our illustrated catalog
showing a full line of smart fall and
winter uniforms. We will also send
samples of materials without obliga-
tion. Ask. how we service uniforms
right in your locality.

MAIER-LAVATY CO.

Quality Built Uniforms

2141-45 Lincoln Ave.
Chicago 111.

I 1

Maier-Lavaty Co.

] 2141-45 Lincoln Ave., Chicago, 111.

1 Please send me, without obligation, your

I Fall and Winter catalog together with I

I samples of materials. I

| Name I

I Theatre j

I City State I

44

BETTER THEATRES SECTION OF

October 1, 1927

Undisputed testimony

uT'cink *&Ldam

ELECTRIC COMPANY

ST. LOUIS

DISTRICT OFFICES

Atlanta, Ga.
Baltimore, Md.
Boston, Mass.
Brooklyn, N. Y.
Buffalo, N. Y.
Charlotte, N. C.
Chicago, 111.
Cincinnati, O.
Dallas, Tex.
Denver, Colo.

Detroit, Mich.
Kansas City, Mo.
Los Angeles, Calif.

Memphis, Tenn.
Miami, Fla.
Minneapolis, Minn.

New Orleans, La.
Omaha, Nebr.
Philadelphia, Pa.
Pittsburgh, Pa.

San Francisco, Calif.
Seattle, Wash.
Vancouver, B. C.
Walkerville, Ont.
Winnipeg, Man.

The Foremost Theatres of the Country

are equipped with

DAZIAN’S FABRICS

Notable among de luxe Theatres recently decorated with

DAZIAN’S MATERIALS are

New York: Chicago:

Roxy Marbro

Strand Granada

Paramount Avalon

Capitol Piccadilly

Oriental — Detroit
and a host of others

There is a Dazian Fabric for Every Theatre Requirement

Samples upon request

me

Main Office: 142 West 44th Street, New York City

Boston Branch: 420 Boylston St.

Chicago Branch: 177 North State Street
Los Angeles Branch: 1031 So. Broadway

“85 years of dependable service”

Human Element
Is Eliminated in
Latest Control

'T'HE annual losses to the exhibiting
fraternity ranging from damage to pro-
jection machines and films, damage suits
for injuries resulting from panic, property
losres and possible loss of human life, re-
sults in a great problem to be reckoned
with each year.

In endeavoring to prevent this destruction
of property and also loss of life from fire
and panics in the motion picture industry
it has long been recognized that the great-
est success must come from efforts to
eliminate projector booth fires by means of
some automatic safety control device at-
tached to the projector machine.

The careful analysis of motion picture
projector booth fires and panics resulting
from such fires show that by the use of

automatic safety control device that these
fires could have been prevented.

In seeking to develop and perfect a sys-
tem and apparatus to apply to the projector
machine, it has been recognized by the re-
search engineers that the following must
be incorporated in such a scheme in order
to make it a success :

j SUCH a device in its design
A • must eliminate as far as pos-
sible dependency upon the human
element.

^ THE scheme must provide for
• continuous closed circuit con-
trol.

3 THE safety projector control
• must be automatic and positive
in action so that if any accident
happened to any part of the appa-
ratus it would instantly operate to
display the dowser, cutting off the
light and stopping the motor.

With these three principles in mind, a
new automatic safety control has been
( Continued on page 52)

45

October 1, 1927

EXHIBITORS HERALD

Drapery of woven damask and curtain of applique

Fabrics Used for Unusual
Decorative Effects

Manufacturer Describes New Fabric K.nown as " Mirror Mosaic'

By GEORGE GOTTLIEB*

Public Market in
Basement Feature
of Templin House

Forrest C. Templin, well known show-
man and publicity chief, announces the
opening of his new theatre, in Alliance, 0.,
which will operate under the name and
banner of the New Morrison Theatre, Inc.

The building is one of the most unique
in the country inasmuch as it contains a
large public market house in the basement,
an arcade with varied business marts on
the main floor as well as the theatre audi-
torium all under one roof. The success of
the venture may best be attested from
the fact that the space in the building
is already leased 100 per cent.

Its location is very advantageous, being
in the center of the city on public square
and directly opposite the new municipal
building. Its architecture is of Spanish
design which has been carried through the
entire construction and is both quaint and
beautiful in its lines and furnishings.

Its equipment includes a modern re-
frigerating and cooling system with air
washers, a deep-driven artesian well, mas-
sive concert organ which was built by
Hilgreen-Lane, a marvelous indirect light-
ing system, full plush upholstered seats
throughout and a stage equipment that
embodies everything that is modern to
stage craft.

The policy of the new theatre will be a
combination of three acts of standard
vaudeville and feature pictures supple-
mented from time to time with road
attractions.

Report Columbia, Mo.,

To Have New Theatre
and Hotel Building

A local company at Columbia, Missouri,
will soon have completed the third theatre
for that city. The new theatre will be
known as the “Varsity” and will have a
seating capacity of 1,100 and it is expected
to be ready for occupancy October first.
When ready for occupancy it is said it will
have cost approximately $100,000.

Columbia already has two theatres, the
“Hall,” with a capacity of 1,300, and the
“Columbian,” with 900, and these three
theatres will all be under one management.

It is reported on good authority that
other local parties are planning the erec-
tion of a large hotel and theatre combined
that will cost in the neighborhood of a half
million dollars. The plans have been drawn
and accepted, according to reports, and
work is soon to commence.

Columbia is a city of 13,000 and when all
four of these theatres are in operation
there should be no need for anybody to
stand up. Several parties are negotiating
for the management of this new theatre.

H. V. Smoots to Build
At Washington C. H., O.

Harry V. Smoots, owner and operator of
the Vine theatre, will erect an $80,000 mov-
ing picture theatre at Washington C. H.,
Ohio.

Mr. Smoots has a lot in the heart of
the city, and work of razing the two-story
building which has occupied this site has
been started.

Hoy Simons of N. Gay street will be
manager of the new theatre, and will move
his family to Washington C. H. The new
theatre will seat 775 and will be modern
and handsome in every detail.

Harry Holdbrook, Columbus architect,
prepared the plans and will superintend
construction. It is planned to open the
theatre before Feb. 1.

'T'HE progress of the theatrical industry
within the space of a very few years
brought forcefully to the minds of theatre
owners, operators and managers the im-
portance of the co-operation of the archi-
tect, designer and artist with the manufac-
ture of materials planned to be used in the

theatre to gain a beautiful harmony in the
ensemble. This was a prime factor in the
many improvements and elaboration of the
auditorium, which was entirely separate
from the presentation and performance
itself in getting increased results at the box
office. The energy and talent of the com-
bined forces connected with the theatre in
the past, have been concentrated mainly on
the performers individually, with very little
thought of the setting and color harmony
surrounding the individual or group of
performers.

The search for unusual theatrical set-
tings has gone far and wide in recent years
in commercializing all forms of art. Vari-
ous color combinations have been worked
out in almost every known medium with
great effort in order to interest and amuse
the theatre goer. Originality and the seem-
ingly unapproachable desire of many a pro-
ducer, art director and scenic artist, have
been fullfilled by creative and distinctive
theatrical supplies.

Unquestionably, fabrics play an im-
portant part in the beautifying of the thea-
tre of today, whether it is used as an in-
terior decoration or part of the stage
setting behind the footlights.

The romance connected with the fabric
manufactured by Dazian’s called Mirror
Mosaic, is indeed very interesting. This
Mirror Mosaic is diamond like in brilliancy,
and can be compared in workmanship to
the making of handmade lace, since every
piece of Mirror is especially cut and put
into place by hand. This gives out gorge-
ous prismatic rays, especially under colored
lights. There is still to be found in the
old world, many wonderful examples of
Mosaics, dating back to about 400 B. C.
In the old Moorish temples examples of
this art have been preserved that took hun-
dreds of years to complete, and their beauty
and luster at present are of great value to
lovers of art. Strangely enough, we are
(Continued, on page 46)

Organ drapery of gold spangle
cloth

46

BETTER THEATRES SECTION OF

October 1, 1927

Even from British Honduras Conies
this Emphatic Indorsement of

SILversheeI

The Specification-Built Screen

“I have just had an opportunity of
trying out the Silversheet Screen in
my theatre, and would like to inform
you that the results obtained are
far beyond my expectations. Your
screen gives a clear, sharp-cut picture,
and such a good depth as I have
never been able to obtain before.”

Quy N. F. N ord

Rex Theatre, Belize, B. H.

“It*s the Specification-finished
Surface that Does It”

American SILversheeI company

Saint Louis, U. S. A.

Write the nearest branch of the National
Theatre Supply Co. for details and prices

IS PARTICULARLY ADAPTED TO
REFLECTOR ARC LAMP EQUIPMENT

The Hertner Multiple Type Transverter ideally meets this
projection room need.

It gives a D. C. Supply not only sufficient for such arcs —
but also for Spot, Flood and other devices now being in-
stalled in the large percentage of high class theatres.

There is a size and type of Transverter to meet every pro-
jection room requirement. Our Engineering Department
will gladly assist you in determining the size and type you
should specify. Consult us entirely without obligation.

Drapes for Unusual
Decorations

( Continued from page 45)

making this work in almost the same man-
ner as the ancients did in order to retain
the wealth of beauty in combination with
modern art features that are suitable for
the theatre. A beautiful Mirror Mosaic
curtain has been used continually at the
marvelously decorated Paramount theatre
in New York since the opening. This spec-
tacular fabric has created quite a sensation,
and has been adapted by many theatres
throughout the country. Various charac-
teristic designs are easily carried out by the
application of these flexible Mirror Mosaics.

Every particular fabric has an appropri-
ate use of some kind. An imported Gold
Sequin material has been marketed for very
practical use in the organ grill of theatres.
In search of such fabric, the demand was
for a brilliant and lustrous material to be
suitable for organ hanging use. This neces-
sitated an open work constructed cloth,
inasmuch as the acostic possibilities were
of great importance. The result was the
“Spangle Allover” cloth of various indi-
vidual colors, which is lined with a metal
luster gauze cloth known as Metaline.
These two items are used very often in a
combination of contrasting colors. The
scintillating effect of this “Spangle All-
over” used as the face material and set off
by the combination contrasting color lining,
is indeed pleasing.

The Orpheum Circuit of theatres par-
ticularly have found such items to great
advantage in meeting with their organ
drapery requirements. The New Orpheum
Palace in Chicago, the most beautiful in
the Orpheum Circuit, shows this material
used.

To meet with the necessity of supplying
a certain fabric to be used in the interior
of an oriental character theatre, this con-
cern was called upon by one of the largest
drapery contract concerns, namely Albert
Pick & Co. of Chicago, to submit such de-
sirable fabric. At once they set to work
on a Silk Plush, especially dyed in Batik
colorings. Upon entering the lobby of this
theatre, one will immediately note the
scrupulous matching of the colors in the
drapery hangings to the colors woven in
the carpet of the main lobby. This material
was treated in such a way as to give a
splurge of colorings which is characteristic
of oriental color schemes. It is interesting
to note that no two yards of this fabric
runs exactly alike in color combinations.
This can be seen in the new Oriental Thea-
tre in Detroit.

An effect resembling small jewels studded
in a velvet fabric, known as sparkling vel-
vet, has been recognized by many producers
as one of the most lustrous and diamond-
like curtain material. This is mainly used
as a flash curtain. In the George White’s
Scandals a curtain of this type has drawn
the attention of the audience to such an
extent that frequent hand-clapping has oc-
cured at each time this particular curtain
appears during the performance. In addi-
tion to these sparkles, which are carried out
in a beautiful urn design there are twelve
oval rhinestone placques made from french
stones and placed along the entire width of
curtain in a border effect. The Marbro,
Avalon, Granada, Picadilly in Chicago have
these sparkling curtains in their stage set-
tings.

*Chicago branch manager of Dazian’s, Inc.

M-G-M Promotes Wolf

(Special to the Herald)

BOSTON, Sept. 27.— Maurice N. Wolf,
branch manager of the Metro-Goldwyn-
Mayer exchange at Boston, has been pro-
moted to district manager for New Eng-
land and will have charge of the Boston
and New Haven exchanges.

October 1, 1927

EXHIBITORS HERALD

47

Highlights of Papers Read at
S. M. P* E* Meeting

Abstracts on Many Subjects Dis cussed at Fall Convention Given

THE Society of Motion Picture
Engineers held one of its usually
interesting and constructive conven-
tions September 26 to 29 at Lake
Placid, N. Y. The program of papers
presented before the members touch
upon many phases of the industry,
and in the following abstracts “Better
Theatres” presents in convenient form
the highlights of many of these papers.

INCANDESCENT TUNGSTEN
LAMP SITUATION IN HOLLY-
WOOD STUDIOS

By Peter Mole

We visualize the motion picture studio

of yesterday as a three-sided room painted
in sombre colors in which are moving
about a group of actors with faces painted
yellctw, and all of this illuminated by a
battery of smoking arc lamps and mer-
cury lamps shedding light of a wierd
color. Here and there are electricians
moving about watching and adjusting the
lamps.

Much different is the studio of the pres-
ent. Thanks to the availability of panchro-
matic motion picture film, which is sensi-
tive to all visible colors, the studio can be
illuminated by tungsten incandescent lamps
such as are used in every home. With this
illumination, the sets are painted in natural
color and the actors are no longer re-
quired to be painted hideously. The il-

lumination is equal in magnitude to sun-
light and perfectly controllable. Especially
large lamps have been designed for this
purpose, which are capable of producing
10,000 or more candlepower each.

No longer is it necessary to crowd the
set with electricians to keep the lamps
burning. Each lamp can be controlled ex-
actly as desired by one man at a switch-
board.

5jC 5*S 5|C

TACHOMETERS FOR USE IN
MOTION PICTURE WORK

By Nicholas M. Trapnell
Tachometer is the name of a class of
measuring instruments of which the best
known member is the automobile speed-
( Continued, on page 48)

Paper bound $3.00; Cloth bound
$5.00; at all muslo stores

AN IDEAL COLLECTION FOR MOTION PICTURE ORGANISTS

STANDARD ORGAN PIECES

Tho following oondensed contents will give a good idea of the scope of this work

20 Classic Pieces such as

Air for the G String- Bach

Gavotte in D Gossec

Nocturne Op. 9, 2 Chopin

Minuet in A - Mozart

31 Modern Pieces such as

Chants Russes Lalo

Largo Dvorak

Playera Granados

Poeme Fibich

Souvenir — Drdla

20 Sacred Pieces such as

Angelus Massenet

Andantino - Franck

D. APPLETON & CO.

Kol Nidrei Hebrew

Vision Rheinberger

Cantilene Nuptiale Dubois

20 Opera Pieces such as
Hymn to the Sun ..R. Korsakow

Song of India. R. Korsakow

Dance of Hours Ponchielli

Barcarolle Offenbach

20 Marches and Characteristics

Dervish Chorus Sebek

Russian Patrol Rubinstein

Boyards’ March Halvorsen

Festival March Gounod

Marche Nuptiale Gann

1 for complete 35 IV. 32nd St.,
i of 111 Pieces New York City

Saturday or Sunday

crowds always exceed those of any
other two days of the week. Your
week day attendance will increase if
the projection in your theatre is bet-
ter than your neighbor’s. Make it bet-
ter by using B. & L. CINEPHORS.
Write us for complete information.

Bausch & Lomb Optical Co.
652 St. Paul Street, Rochester, N. Y.

Make em<i

Electric Signs in motion
compel attention. Iteco
Flashers provide motion in
its most reliable and eco-
nomical form. They are mo-
tor driven and have been the
standard over 20 years. Built
for low upkeep and
long service. Pay
for themselves in
current saving.

E Y XOI.DC

_17SJTlEct»ic CQMP^Tn

2651 W. Congress St., Chicago

Makers also of
k Motors, Color

.g Hoods. Traffic Con-

® s t r o 1 s. Signboard

Reflectors, Food
Mixers. Vegetable
Peelers, etc.

48

BETTER THEATRES SECTION OF

October 1, 1927

The Strong Reflector Arc Lamp

Manufactured by

THE STRONG ELECTRIC CO.

2501 Lagrange Street

Toledo, Ohio

The Columbia

Paducah, Ky.

MILNE-EQUIPPED

The Sign and Marquee That
Draws the Crowds

The new Columbia Theatre, Paducah,
Ky., has installed a Milne Attention-
Compelling Electric Sign. From its
point of vantage on the front of The
Columbia, this Milne sign is giving its
sales talk for blocks around — silently
but effectively.

Milne Signs are built for showmen by
men who know showmanship.

MILNE

SIGNS

Changeable Letter Marquise or Canopies

Send us the name of your theatre and
let us submit a colored sketch to you —
no obligation on your part •

MILNE ELECTRIC SIGN
COMPANY

189 5th St. MILWAUKEE

Digest of S. M. P. E.
Addresses

( Continued, from page 47)

ometer. It is only by the use of the tach-
ometer that the modern theatre is able to
give the most truthful rendering of motion
and to maintain an exact schedule. One
would never suspect when viewing a well
projected picture how much rehearsing is
required to bring about perfect synchronism
between orchestra, picture, curtain and
light effects, and how all of this depends
on accurate measurement of projection
speed. Every foot of film is projected,
time and again, until that speed is found
which gives a correct tempo in keeping
with the nature of the photodrama. Then
all depends on being able to reproduce this
speed accurately in the theatre.

Precision speed measuring instruments
must be used also in the many processes
which motion picture film undergoes be-
fore it reaches the theatre.

* * *

THE PHOTOGRAPHIC RENDER-
ING OF TONE VALUES IN
SOUND RECORDING

By A. C. Hardy

The production of sound accompaniment
to motion pictures has called forth the best
efforts of those versed in the sciences of
physics and photography. Application of
the methods of photographic research have
made it possible to choose the least trou-
blesome and most faithful form of sound
record which can be impressed on a strip
of film. Now by a photographic process
similar to that by which the picture itself
is recorded on the sensitive film, the ac-
companying sounds with all their fine shad-
ings and overtones image themselves as a
series of transverse lines of variable length
on the film. In the theatre this film pass-
ing through the projection machine throws
an everchanging shadow pattern on a light
sensitive cell which by its response con-
trols the electrical system for reproducing
the sounds.

* * 4=

WHY EXPERT KNOWLEDGE AND

HIGH GRADE INTELLIGENCE
ARE ESSENTIAL IN THE
THEATRE PROJECT-
ION ROOM
By F. H. Richardson

Experience and intelligence are certainly
needed in the projection room. Lack of
those attributes by the projectionist means
loss and their presence in the projection
room makes for improved results upon the
theatre screen, greater economy of opera-
tion and increased box office receipts.

If projection practice as it now exists in
most theatres is subjected to close scrutiny,
its many faults are manifest. Imperfections
in motion picture projection operate to
lower the amusement and dramatic value
of any projection, whereas perfect projec-
tion brings out the very best value con-
tained in the production the films carry.
However, no amount of expert knowledge
upon the part of the projectionist will avail
unless it be accompanied by sufficient
energy, ambition and pride in the work to
cause him to apply that expert knowledge
in the best way.

The expense chargeable to unnecessary
deterioration of projection equipment due
to lack of expert knowledge upon the part
of the projectionist is appalling. Lack of
expert knowledge makes itself apparent in
everything having to do with the results
upon the theatre screen as viewed by the
theatre audience, except, of course, faults
inherent in the films themselves.

* * *

ANIMATED TECHNICAL DRAW-
INGS

By ]. A. Norling

The animated technical drawing or tech-
nigraph is a recent development in the field

October 1, 1927

EXHIBITORS HERALD

49

of animated drawings. Its purpose is the
demonstration of technical processes and
it has been found to be of the greatest use-
fulness in industrial and educational work.

The superiority of the technigraph over
pictures, drawings or mechanical models
lies in its ability to correlate the three di-
mensions of space with a fourth, which is
time. Processes which can be shown to
great advantage are such as follows: the
flow of steam, explosion of gas, variation
in pressure, flow of electric current, circu-
lation of the blood, astronomical and opti-
cal theories, physiological and psychologi-
cal functions, geological formations, and a
multitude of other actions which cannot
be suitably demonstrated in any other way.

The technigraph is only now coming into
its greatest usefulness since it is being pro-
duced by specialists who have applied,
besides the highest technical knowledge, a
characteristic industrial economy in its pro-
duction.

* * *

FRAMING THE PROJECTED PIC-
TURE WITH COLORED
BORDERS

By L. M. Townsend

In recent years our taste for color has
been developed to the point where we re-
quire that every object presented to our
view must be pleasingly colored. We ex-
pect to see a picture exhibited among pleas-
ing surroundings. Motion pictures usually
are colored to increase realism and to give
comfort to an audience.

Heretofore, the picture has been exhibit-
ed at the center of a dark screen, but a
much more pleasing effect is had by pro-
jecting, by means of one or more lanterns,
onto the surrounding curtain a colored pat-
tern chosen to harmonize with the dramatic
nature of the picture and the colors in the
film. Usually this border is in very low
key so as not to attract attention from the
picture.

Very pleasing borders can be made by a
photographic process which permits great
latitude in coloration and pattern. Photo-
graphic plates much larger than the usual
lantern slide- are used.

* * *

THE HERTNER CONSTANT VOLT-
AGE GENERATOR

One very annoying characteristic by
which we remember tbe early moving pic-
ture exhibition was the continual fluctua-
tion in the brightness of the screen amount-
ing, in many cases, to complete extinc-
tion to the projector light. Much of this
was due to variation in the “voltage” or
pressure at which electricity was supplied
to the building.

The “Deluxe” presentation which we now
enjoy is made possible by the use of elec-
tric motor-generator sets which have been
worked out in the electrical engineering
laboratories for use in theatres. These

CIRCUS H6RDLDS
PPOGRWM
DOT6SPOST6R*

EXHIBITORS

' Printing Service

i 711 South Dearborn Street
CHICAGO, ILL.

-a

O ^520

Klieg'light your Stage

IT pays to use the best — pays in box-office returns, pays in
decreased maintenance costs, pays in a longer useful life,
and pays in the complete satisfaction which you are assured
when you use Kliegl stage lighting specialties • Everything
can be furnished from a color cap to a dimmer bank. Write
for catalogue and descriptive literature.

Spotlights
Floodlights
Sciopticons
Footlights
Borderlightn
Exit Signs

Aisle Lights
Dimmers
Color Wheels
Color Frames
Color Rolls
Color Boxes

Music Stands
Connectors
Plugging Boxes
Floor Pockets
Scenic Effects
Shutters

Color Mediums
Color Caps
Lamp Coloring
Terminal Logs
Resistances
Stage Cable

Universal Electric Stage Lighting Co.jnc

32t West 50th Street

| NEW YORK, N. ’ft jj

os** *aao

NOVELTY !

Here’s an idea for your stage orchestra that puts snap into your
presentation. Change the cards every week to fit your current
program. Light your “jazz hounds” from a new angle. Send for
details.

BE THE FIRST!

GALLAGHER ORCHESTRA EQUIPMENT COMPANY

616 West Elm St., Chicago, 111.

GALLAGHER

MUSIC STANDS

STAGE PRESENTATION
MUSIC STANDS

50

BETTER THEATRES SECTION OF

October 1, 1927

$195 includes base castings, rheostats, and one stereo with each pair.

AT THIS PRICE you don’t find a great deal of nickel plate on PERFEC-
TIONS— nor toggle joints nor crackled lacquer finish.

BUT IN COMPETITIVE TESTS where performance swings the verdict,
PERFECTION withstands all comparisons, sometimes to the astonishment
of the Exhibitor but always to his satisfaction.

Certainly it will pay you to investigate.

PERFECTION ARC COMPANY

Incorporated

Main Office, 711 Wells St. Milwaukee, Wis.

Great
profits re-
s u 1 t from
watching small
leaks. Vacant
seats are drain-
ing your dollars
— an Acme can
fill them when
the crowd
comes.

ACME ELECTRIC
CONSTRUCTION CO

407 S. Dearborn St.
Chicago

generators deliver electrical current at a
constant pressure and so eliminate en-
tirely the objectionable fluctuation.

* * *

AN IMPROVED TYPE OF CON-
DENSER FOR MOTION PIC-
TURE PROJECTION

By L. M. Townsend

When motion picture projectors first
were built, the optical parts used were, for
the most part, such as were already in use
for other purposes and for this reason
easily obtained. Many of these were ill
suited for this new use, but would be made
to serve in some fashion. An example of
this is the condenser lens which collects
light radiated ’from the light source and
converges it onto the film whence it is
imaged onto the screen. A comparatively
small lens chosen years ago was adopted
as standard.

Since the advent of the very large pres-
ent day theatres, the motion picture indus-
try has been faced with the very serious
problem of finding a way of getting more
light to the very large screens. A number
of improvements in arc lamps have effected
greater efficiency in illumination. Recently
a condenser of large diameter has been
developed. This lens collects light from
the arc within a much greater angle than
previously and so uses much more of the
light now available.

* * *

A FEW PRACTICAL NEEDS IN

THE FIELD OF PROJECTION

By Arthur Gray

The interest of the theatre-going public
in motion pictures, today, extends consid-
erably beyond the star, the cast, and the
story which the picture tells. They have
been educated to expect good photography,
good music and better projection.

Astute theatre exhibitors find that high
grade projection is good showmanship, and
some have used this as an effective adver-
tising feature and business getter.

An increasing number of exhibitors have
come to realize the fact that a scratched,
dirty film seriously impairs the entertain-
ment value of the picture and are insisting
upon receiving better conditioned film
from the film distributing exchanges.

The general condition of the average
circulating print, judged from the standard
of screen appearance as well as by its abil-
ity to pass without mishap through a pro-
jector is undoubtedly gradually improving,
but need for further improvement con-
tinues to exist.

A normal amount of wear and tear on
the film is inevitable during the process of
projection, but a large amount of the dam-
age which a film often incurs is unneces-
sary and is caused by careless handling
either during inspection at the exchange,
during shipment, or in the projection room
at the theatre.

Loose splices which separate while the
film is being projected, and thereby cause
an interruption in the show, continue to
be one of the toughest problems with which
a projectionist must contend.

The fewer splices there are in a print,
the less probability there will be for mis-
haps of this nature. Any planning which
will result in the number of splices being
kept at the very minimum is desirable and
very important.

The recent circulation of a considerable
amount of buckled film, which results in
an oscillating, in-and-out-of-focus effect in
the picture when the film is projected, is
giving widespread trouble. Various causes
have been ascribed as being responsible
for this condition and attempts are un-
doubtedly being made to abate the trouble.

It seems to be a rather complex prob-
lem and must receive the co-operative ef-
forts of technical workers in several dif-
ferent fields of the industry if it is to be

October 1, 1927

EXHIBITORS HERALD

51

quickly and effectively remedied. That the
trouble be remedied as soon as possible is
imperative.

* * *

AUTOMATIC SILVER RECOVERY
FROM HYPO

By K. Hickman and D. Hyndman

In the basement of every film laboratory
there is to be found a large tank for treat-
ing waste hypo. Of the many methods of
treatment adequately described by Crab-
tree, those using zinc dust or sodium sul-
phide are the most popular. The hypo solu-
tion is permitted to accumulate until the
tank is full, reagents are added, and the
desilvered hypo allowed to flow to waste
after settling overnight.

The scheme described in the present
paper uses the conventional sodium sul-
phide method but performs the operation
continuously and automatically. Waste hypo
is allowed to drop into a measuring vessel
fitted with an automatic syphon which
flushes at a predetermined head. During
the flushing operation waste developer and
sodium sulphide are sucked in and the mix-
ture discharged into a reaction vessel. From
here the solution and precipitate trickle
slowly down a funnel to a settling tank.
The precipitate collects as a thick brown
sludge below the funnel and is drawn off
into a bucket with a perforated bottom
covered with absorbent cotton. The clear,
desilvered hypo flows to waste from the
top.

This process makes possible the saving
of considerable money, in the past often
lost down the sewer or in inefficient and
time-wasting processes by which silver was
recovered.

* * *

IMPROVEMENTS IN MOTION PIC-
TURE LABORATORY APPARATUS

By R. C. Hubbard

More and more specialized machinery is
being used each year in producing motion
picture film of good uniform quality and
at a considerable saving in labor. It is ex-
pected in the near future that the negative
film will be taken directly from the camera-
man and by a continuous series of opera-
tions in a single machine will pass through
the developing, fixing, washing and drying
operations to be taken out of the machine
wound up ready to have prints made from
it for the screen.

Other mechanical aids in motion picture
film laboratories include a device by which
a loop of motion picture film 1,000 feet long
can be used on a printing machine, a great
saving in time being effected and the risk
of damaging valuable films lessened ; me-
chanical means for quick, accurate exami-
nation of film lead to improved pictures
and greater economy.

* * *

FACTORS AFFECTING THE CON-
TRAST OF A LENS IMAGE IN
THE MOTION PICTURE
CAMERA

By Clifton Tuttle and H. E. White

An image which duplicates the contrast
of the object is desirable in photography.
Such a condition makes for a clear, spark-
ling picture, but if the lens image contrast
differs greatly from that of the object, the
quality of the photographic reproduction
will suffer.

In motion picture photography a number
of causes such as lens flare, camera interior
reflections, diffusion and light leaks may
result in lowered image contrast. The seri-
ousness of these various factors and the
possible remedies for some of them are
discussed. Especial attention is given to
the practical value of lens shades in pre-
venting the entrance of extraneous light.

( Continued on page S3)

(Eighteen Years of—

PIONEERING

FOR each type of audi-
torium and light source
there is a special type of Da-
Lite Screen backed by our
unconditional guarantee of
satisfaction.

SINCE the initial demand for motion pic-
ture screen, Da-Lite has been a full step
in the lead.

Many of the most important advances —
even to the perfection of screen frames —
have been Da-Lite in origin.

The introduction of Tear-Proof Fabric ten
years ago made the screen practically a per-
manent unit of theatre equipment.

The majority of screen manufacturers to-
day, advertise heavy fabric screen but the
original Tear-Proof is an exclusive Da-Lite
feature.

And through these eighteen years of
pioneering, Da-Lite still leads with the only
genuine Tear-Proof Fabric Screen — seamless
in any size.

DA-LITE SCREEN CO.

CHICAGO

CHOICE

OF

THEATRES

For Perfect
Curtain Movements

Perfect Showmanship
and Performance are
created with the A.D.C.
Curtain Control of un-
usual quiet operation.
It is controlled from
any point of the house
by “simply pressing a
button.”

For Best
Screen Results

Every part of this Sta-
bilarc represents the
best of materials and
workmanship. Manu-
factured in Series and
Multiple types and in
all commercial voltages,
cycles, phases and sizes.

AUTOMATIC DEVICES CO.

737 HAMILTON ST. ALLENTOWN, PA.

WRITE FOR OUR NEW LITERATURE

52

BETTER THEATRES SECTION OF

October 1, 1927

Strong clean-cut
pictures — lower
power costs with

ACTODECTOR

r No audience can fully enjoy a pic-
ture subjected to the flickering
and wavering of unprotected pro-
jection. A little care taken here,
to insure the proper quality of
light, adds much to the quality of
your pictures and pays big divi-
dends in good will for your
theatre.

You can be sure of strong, white
light, clean-cut pictures on your
screen — and at the same time cut
down your power costs with the
Roth ACTODECTOR. ACTO-
DECTOR provides absolutely
steady power at all times, even
during the change-over and when
two arcs are being carried at the
same time. There is never a
flicker — never the slightest varia-
tion in the current supplied.

Our data sheets tell the story in
detail.

Roth Brothers & Co*

Are you protected against
power failure?

What happens when your lights go
out? Send for Bulletin 900 on the
Roth Emergency Lighting System,
“the light that never fails."

1409 W. Adams St.

Chicago, Illinois

52 Vesey Street, New York City 409 Bessemer Bldg., Pittsburgh,
437 Real Estate Trust Bldg., Pa.

Philadelphia, Pa. 211 Ideal Bldg., Denver, Colo.

We also make special motor generator
sets, motors for ventilating and pump
service. Write for bulletins.

5-127 General Motors Bldg.,
Detroit, Mich.

E H 10—1 Gray

CBS

Here’s a Booking
that Pays , and
Pays BIG!

Good bills alone won’t draw the crowds — a showhouse must have
an attractive exterior — an entrance that says, “come in.” And that’s
exactly what an A. M. P. Marquise gives your theatre.

The Box Offices of hundreds of theatre owners have proven the
value of this modern feature. For it is a financial as well as a
psychological fact that people are more favorably impressed with the
theatre that has a Marquise.

Best of all, you book an A. M. P. Marquise only once, and then it
works for you all the time for a long, long time.

You will want to know more about
A. M. P. Marquise — Let us send the
information to you.

Architectural Metal Products, Inc.

COVINGTON, KENTUCKY

Human Element
Is Eliminated in
Latest Control

( Continued from page 44)

developed by Henri & Akins. The de-
vice is known as the H & A Automatic
Safety Projector Control. The company
describes its device as follows:

1. Broken films and similar accidents,
like films parting, are instantly protected
by the display of the dowser to cut off
the light and stop the motor.

2. The projectionist is unable to start
his machine until he operates the special
emergency switch which is used in place
of switch furnished with projector.
When machine is running and film ready
to project, dowser is placed in position,
this releasing emergency switch, making
all operations automatic and on the side
of safety; therefore disability on the part
of the projectionist cannot result in acci-
dent or fire.

3. In the development of the auto-
matic safety control apparatus the
research work has been carried on by
engineers who have had many years
experience in the development of de-
vices of this kind and who have made
a careful study of motion picture pro-
jector machine requirement.

4. The automatic safety control appa-
ratus has been under test and operation
for the past two years.

5. The control equipment and circuits
can be installed by the projectionist in
a few hours, and the safety device
adapted to be applied to the projector
in a way that it does not hinder the
projectionist in any way when threading
his machine, or when making minor re-
pairs, yet conveniently handled when
making changes. Once the control sys-
tem is installed there is no further ex-
pense or service charges as the unit and
parts are made as substantially as any
part of your projector machine.

6. One of the important features is
the change-over device for changing
from one machine to the other. It is
positive and quick in action and built
to be on the side of safety at all times.

7. Special features on Power’s ma-
chine: When losing lower loop, this
safety control device automatically dis-
plays dowser, instantly cutting off light
and stopping the motor, giving positive
safety protection.

8. The construction and the safety
features introduced in this automatic
control are endorsed by Underwriters
because of the positive action which
operates whether the current is on or
off.

9. Motion picture projectors equipped
with this automatic safety control device
mean to the owners of machines and
theatres a great saving in film destruc-
tion.

10. Projectors equipped with this de-
vice will mean to the owners of machines
and theatres a saving in insurance each
year.

11. This automatic safety projector
and film control device was developed by
and is being manufactured by Henri &
Akins, Detroit, Mich., who have had
many years of experience in the opera-
tion of all types of motion picture pro-
jector machines and who early recog-
nized the great need of some form of
safety control and after many years of
experimental and development work with
research engineers have perfected this
system.

October 1, 1927

EXHIBITORS HERALD

53

Digest of S. M. P. E.
Addresses

( Continued from page 51)

A COMPACT MOTION PICTURE
DENSITOMETER

By J. 0. Capstaff and R. A. Purdy

A description of a portable and relatively
inexpensive instrument for the measure-
ment of small areas of density or relative
blacknesses of photographic images. The
apparatus is useful particularly for the de-
termination of the printing characteristics
and the photographic quality of motion pic-
ture negative or positive images. Its adop-
tion will assist greatly in the control and
production of better quality motion pic-
tures.

* * *

A TRIAL AND ERROR METHOD

OF PREPARING A MOTION

PICTURE SENSITOMETER
TABLET

By C. E. Ives and J. P. Crabtree

A sensitometer is an instrument for de-
termining the correct exposure when print-
ing a positive film from negatives. With
one type of this instrument a series of in-
creasing expostures are impressed upon the
negative through a sensitometer tablet,
which consists of a series of areas of the
same size as a motion picture frame and
of such densities that the light transmitted
by them is proportional to the intensity of
the various light change steps on the
printer. Previously it has only been possi-
ble to prepare such a sensitometer tablet
with the aid of precision instruments.

The above paper gives instructions for
constructing such a tablet by trial and error
methods.

* * *

THE LUBRICATION OF MOTION
PICTURE FILM

By J. I. Crabtree and C. E. Ives

It is necessary to apply some sort of
lubricant to the surface of motion picture
film in order to facilitate its passage
through the projector. If this is not done
an accumulation of hardened gelatin forms
on the projector gate and the friction which
results often entirely arrests the progress
of the film.

Present lubricating practice consists in
applying a thin line of wax along each edge
of the film. This is satisfactory, but there
is a tendency to apply too much wax, which
encroaches on the picture area and causes
spots and blotchiness on the screen. Also
the presence of too much wax in the gate
is apt to cement the film to the aperture
plate if the projector is threaded when
warm and then allowed to cool, so that on
starting the projector the film remains sta-
tionary in the gate and is apt to catch fire.

The above objections have been over-
come by applying a solution of wax dis-
solved in carbon tetrachloride to the entire
surface of the film and then buffing this.
The result is to impart a high polish to the
film surface analogous to that on polished
footwear. This treatment insures sufficient
lubrication and film so treated is imper-
vious to the effect of oil, so that the trouble
from patchiness and blotches on the screen
caused by oils is eliminated.

* * *

“NARROW-CASTING”

By John B. Taylor

While there is much truth in the old
saying, “There is nothing new under the
sun,” it often happens that an idea or a
device is tried and discarded or remains
dormant for a number of year. After a
time conditions change, new needs arise,
difficulties and limitations disappear in the
progress of events. Then the old idea is
brought forth again in new clothes to be
acclaimed by those to whom it appears new

and strange, and to be belittled by some
who have read that So-and-So did about
the same thing years before.

The demonstration of “narrow-casting”
which has been arranged for your edifica-
tion is old in the broad sense, but new
(since many have not seen it), and new
also in some details and in the employ-
ment of devices not available a half cen-
tury ago when Bell and Tainter were ex-
perimenting with their photophone.

Bell and Tainter sent articulate speech
a distance of several hundred yards over
a beam of light. A powerful source of light
was required — sunlight or electric arc ; the
diaphragm employed was of a size and
tension to be deflected considerably under
the fairly powerful tones of closely direct-
ed voice. Motion of the diaphragm either
changed the direction of a reflected beam
of light or moved some form of shutter
to change the intensity of the beam. Their
receiver, or arrangement for translating
from light back to sound, was a large re-
flector with selenium cell at the focus and
a battery connected in circuit with the
selenium cell and telephone to be held to
the ear. With this old apparatus, quality
of speech or tone from musical instruments
would probably not compare favorably with
present day phonographs and radio loud-
speakers.

In constructing a photophone at the pres-
ent day for carrying speech or music, we
have available several electrical devices
with improvements unknown to Bell and
Tainter at the time of their early experi-
ments. Perhaps the most important of
these are “radiotrons”(or vacuum tube amp-
lifiers), photo-electric cells, oscillograph (or
high frequency galvanometer), and gas-
filled tungsten filament incandescent lamps.
Utilization of these modern amplifying de-
vices in a photophone permits the feeble
energy in a small beam of light to be in-
creased sufficiently to give any desired
amount of power for actuating a loud-
speaker. Similar amplifiers may be utilized
at the transmitting and to enable sound-
collecting devices to move mirrors or actu-
ate other arrangements for controlling the
light beam. The photo-electric cell re-
sponds faithfully to extremely rapid
changes of light and consequently does not
introduce distortion in the quality of music
or give unnaturalness to the spoken voice.

While the tungsten incandescent lamp
does not have the brilliancy of the electric
arc, the greater simplicity, steadiness and
ability to operate on a few cells of battery
adds greatly to convenience, simplicity and
portability which are highly desirable in
some applications of the photophone prin-
ciple.

The demonstration of music in a beam

Exhibitor Gets Plenty
of Publicity for House

( Special to the Herald )

SCOTTSBORO, ALA., Sept. 27.
— Claud T. Bobo, of the Dream-
land theatre has succeeded in get-
ting the greatest possible amount
of publicity out of the fact that
he is building a new theatre.

In the course of moving the old
theatre from the lot, it stuck right
in the middle of the street and
blocked traffic for a week. Nat-
urally everyone in the county
learned that Bobo is building a
new theatre. Meantime Bobo ob-
tained permission to operate the
theatre in the middle of the street,
and then came more publicity.
His new theatre will seat 700
people.

or pencil of directed light has been called
“narrow-casting” in order to invite com-
parison and contrast with the parallel art
of broadcasting.

* * *

OIL SPOTS ON MOTION PICTURE

FILMS

By G. E. Matthews and J. I. Crabtree

The presence of oil on motion picture
film previous to development or during dry-
ing produces spots or markings on the
processed film having the general shape of
the globules or smears of oil. The appear-
ance of the markings produced is inde-
pendent of the nature of the emulsion or
the kind of oil commonly used on cameras,
printers or processing machines. The spots
are more pronounced if film is exposed
after it is coated with oil, because the oil
spot acts as a negative. The manipulative
treatment which the film receives and the
time elapsing after access of the oil and
previous to processing greatly influences
the appearance of the markings.

In the case of unexposed film certain
types of oil produce a fogging effect and
cause dark markings if left on the film
several weeks, but with exposed film the
oil acts as a resistance during development
and produces a spot or patch of lighter
density than the surrounding area. Also,
since a greasy emulsion surface has a high
propensity to accumulate airbells on im-
mersion in a developer, many oil spots have
circular white centers caused by the pro-
tective action of such airbells. By gently
brushing the surface of the film during the
initial stages of development, the airbells
may be dislodged, but this is only possible
when film is developed on a continuous
processing machine. A classification of vari-
ous markings is given.

The most satisfactory method of elimi-
nating oil from the surface of motion pic-
ture film and therefore of preventing the
formation of oil spots is to immerse the
film in a bath of benzene or carbon tetra-
chloride, squeegee and dry thoroughly
previous to exposure and development. Sug-
gestions are included on methods of lubri-
cation of machinery for handling motion
picture films.

* Jfc

MICRO CINEMA IN MEDICAL
RESEARCH

By Heinz Rosenberger

The motion picture is found again in the
vanguard of scientific research. In the
hands of skillful microscopists motion pic-
tures are revealing the nature and habits
of those living bodies which are too small
to be seen by the naked eye. By its domi-
nation of time it is possible to slow down
a change or a movement which is other-
wise too rapid for us to study or to speed
up a series of seemingly meaningless slow
motions into an understandable activity. By
such means as these the secrets of nature
are being unfolded and the causes and pre-
vention of disease are being learned. The
adaptability of motion picture records for
exhibition to large groups of people makes
them unique in their usefulness for re-
search and educational purposes.

Hey wood- Wakefield Company
THEATRE SEATS

Detroit Hockey Club, Detroit, Mich.

E. D. Smith’s theatre, Salt Lake City,
Utah.

J. J. & Lee Shubert, “Pitt” theatre, Pitts-
burgh, Pa., and their Philadelphia theatre.
Schine’s Ohio theatre, Lima, Ohio.
Riverside theatre, Medford, Mass.

Stowel Mayen theatre, Los Angeles, Cal.
Genessee Clayton theatre, Waukegan, 111,
Sunset theatre, Tacoma, Wash.

Bellerose theatre, Bellerose, L. L

54

BETTER THEATRES SECTION OF

October 1, 1927

The Strongest Endorsement
for Perfection Rheostats

is the representative theatres which have installed them

Roxy Theatre — New York City
Paramount Theatre

— New York City
Rialto Theatre — New York City
Rivoli Theatre — New York City
Loew’s State Theatre

— New York City
Astor Theatre — New York City
Proctor’s 86th St.

— New York City
Cohan Theatre — New York City
Publix Theatre — Buffalo, N. Y.
New Capitol — Binghamton, N. Y.
Keith’s Theatre — Philadelphia
Carman Theatre — Philadelphia
Proctor’s Theatre

— New Rochelle, N. Y.
Proctor’s Theatre

— White Plains, N. Y.

Keith’s Circuit M. & S. Circuit Loew’s Circuit

What Price Glory — Road Shows Oriental Theatre — Detroit, Mich.

Big Parade — Road Shows Beau Geste — Road Shows

Simplex Division, International Projector Corp. Vitaphone Companies
Eastman Kodak Company U. S. Navy, and others

SOLD BY ALL BRANCHES NATIONAL T. S. CO., SAM KAPLAN, N. Y. C.

HOFFMANN & SOONS

Mfg. Division

522 First Avenue New York City

Contracting Electrical Engineers — Moving Picture Theatre Electrical Specialists

Better Theatres

use

REISING’S
Artificial Palms
Trees, Plants
and Flowers
for decorating of
Lobbies,
Auditorium and
Stage

Write for
Catalogue

G. REISING & CO.

227 West Austin Avenue
Corner Franklin Street

Chicago, 111.

Specialists in Art Flower Decorations for Theatres

Operates Either from
Socket or Battery

Portable lighting plant devel-
oped for theatres by Roth Bros,
of Chicago. A light of this tyPe
may be easily transported from
place to place while the theatre
is being cleaned, thus effecting
a saving by eliminating the ne-
cessity for using full house
lights.

Oregon , Washington,
Building New Houses

Contracts for the construction of the
$40,000 motion picture theatre in Portland,
Ore., for I. Geller have been awarded to the
Andrews Construction Company. It will
be a one-story concrete 80x100 and seat 600.
* * *

Roof trusses are being placed on the
Oriental theatre in Portland, a portion of
the George W. Weatherly Building, under
construction at Grand Avenue and Morri-
son streets. The theatre portion was de-
signed by Lee Thomas and Albert Mercier.
Plans call for completion of the theatre in
November.

* * *

Contract for construction of a one-story
brick theatre for P. W. Struppler of Pull-
man, Wash., was awarded to Larson Bros,
of Spokane through the offices of White-
house & Price, architects. The building
complete with steam heating plant, venti-
lating equipment, will cost $40,000.

It will seat 700 persons. The building
will be 54x115 in Spanish style. Mr. Strup-
pler operates one theatre at Pullman and
will continue it as well as the new one.

October 1, 1927

EXHIBITORS HERALD

55

New Film Gate Gives
Added Protection

( Continued from page 37)
shield, gate latch, insulated trip lever, gate
stop and film pad plate assembly. This
plate is interposed between the front plate
and the film pad plate in such a manner
as to insure at all times a constant flow
of cool air rising between the front plate
and the rear plate and also between the
rear plate and the film pad plate. By this
means it is possible to keep the film pad
tension springs at a temperature consider-
ably below the point at which they would
lose their temper and at the same time keep
the rear plate and the entire assembly at
a much lower temperature than the front
or support plate.

H — Air space between G and T.

I — Air space between G and C.

J — Front plate (radiating and insulating
heat shield). This plate is scientifically de-
signed to eliminate warpage under severe
heat and is a support for the entire gate
structure.

K — Upper heat insulating cap. This cap
is made of bakelite and is entirely insu-
lated from the metal front plate, eliminat-
ing the possibility of the projectionist burn-
ing his fingers.

L — Insulated gate latch lever. The gate
latch lever is positive in action and is in-
sulated with a bakelite trip, thereby pro-
tecting the projectionist from the heat when
opening the gate.

M — Light shield to protect the projec-
tionist’s eyes from the intense spot on the
aperture. This shield may be readily at-
tached and detached. It is not fastened in
any way.

N — Fire shutter pivot pin. This part en-
tirely new in design lifts or lowers the fire
shutter perfectly freely at all times, there
being no danger of its becoming bound in
the bearings.

O — Lower heat insulating cap. This cap
also is of bakelite and entirely insulated
from the metal front plate. It is an assur-
ance against discomfort to the projectionist
and the film coming in contact with any
hot metal part.

P — Lower loop protector. This newly de-
signed assembly is self-locking and is so
constructed that it opens downward rather
than laterally as in the former design. The
latch is so placed that it falls readily over
the index finger of the projectionist when
his thumb and index finger are engaged
with, the knob to open the shield. The
shield proper is maintained under slight
tension so that it may be operated at will
but without the slightest noise.

Record of Five Days
Made in Installing of
Electrical Equipment

Installation of the electrical equipment
in Grauman’s Chinese theatre was made in
the record time of five days, according to
the Westinghouse company, manufacturers
of the electrical equipment installed. Be-
hind the record is this story :

It was found, six days before the open-
ing of the theatre, that the room for the
generating equipment had been made too
small. With this serious situation facing
the management, the Westinghouse com-
pany was given an unlimited overtime or-
der to completely install the equipment. To
accomplish it the company’s service crew
worked 24 hours a day for five days.

The Chinese equipment serves a dual
purpose. One set supplies power for the
projecting arcs and the other acts as an
emergency.

EDWARDS SHEET METAL
MARQUEES or CANOPIES

For use over entrances to theatres, hotels, cafes, store buildings, etc. A work of art
and they have the massive and ornamental appearance of cast iron, at but a fraction of
the cost. Furnished complete, easy to erect — Made of galvanized iron or copper in any
style or size desired. Shipped in largest convenient sections, with glass packed sep-
arately. Our large catalog showing complete line Marquises or Canopies, Balconies,
Cornices, Theatre Fronts, Signs, Skylights, Metal Roofing, Metal Ceilings and Walls,
etc., sent free on request.

The Edwards Manufacturing Co.

409-459 East Fifth St. Cincinnati, Ohio

The World’s Largest Manufacturers of Metal Roofing, Metal Shingles,

Metal Spanish Tile, Metal Ceilings, Metal Garages, Portable
Buildings, Rolling Steel Doors, Partitions, etc.

Perfectly
Cued
Pictures
Mechanically !

The

Selector

Duplex

Organ

With a combined volume and tone equal in entertainment value to many higher
priced instruments, the Nelson- Wiggen Selector Duplex Organ instantly solves
the music problem of many theatre owners. And it’s moderately priced !

The Twin Tracker Roll

(2 Rolls in 1)

Equipped with the Twin Tracker Roll (2 rolls in 1), an exclusive Nelson-
Wiggen feature, your pictures are cued perfectly. The roll has no rewind —
plays indefinitely. Popular on one side — Classic on the other.

Fill out the coupon and let us give you
full details. No obligation on your part.

NELSON-WIGGEN PIANO
COMPANY

1731 Belmont Ave.

Chicago, U. S. A.

\ NELSON-WIGGEN CO.

■ 1731 Belmont Ave., Chicago, U. S. A.

i Name

J Theatre

! City

b State

56

BETTER THEATRES SECTION OF

October 1, 1927

Better Theatres Information
and Catalog Bureau

Many of the products listed below are advertised by reliable companies in this issue of “ Better Theatres'

Free Service to Readers

of “Better Theatres”

“Better Theatres” offers on these pages an indi-
vidual service to its readers through this Exhibitors
Information and Catalog Bureau. Detailed informa-
tion and catalogs concerning any product listed on
these pages will be sent to any theatre owner, man-
ager, architect or projectionist.

{IT Fill in the coupon on the next page and maul it to
the “Better Theatres” division, Exhibitors Herald,
407 S. Dearborn street, Chicago.

of the products listed by this Bureau are
advertised in this issue of “Better Theatres.” See
Advertisers Index.

{TTWe are glad to serve you. Do not hesitate to ask
^ us for any information on equipment or problems
pertaining to the efficient operation of your theatre.

{IT Many

adver

A

1 Accounting systems.

2 Accoustical installations.

3 Adapters, carbon.

4 Adding, calculating ma-

chines.

5 Admission signs.

6 Addressing machines.

7 Advertising novelties,

materials.

8 Advertising projectors.

9 Air conditioning equip-

ment.

10 Air dome tents.

11 Aisle lights.

12 Aisle rope.

13 Alarm signals.

14 Arc lamps, reflecting.

15 Architectural service.

16 Arc regulators.

17 Artificial plants, flowers.

18 Art titles.

19 Automatic curtain con-

trol.

20 Automatic projection

cutouts.

21 Automatic sprinklers.

B

22 Balloons, advertising.

23 Banners.

24 Baskets, decorative.

25 Bell-buzzer signal sys-
tems.

26 Blocks, pulleys, stage-

rigging.

27 Blowers, hand.

28 Booking agencies for mu-

sicians.

29 Booking agencies (state

kind) .

30 Boilers.

31 Bolts, Chair anchor.

32 Booths, projection.

33 Booths, ticket.

34 Box, loge chairs.

35 Brass grills.

36 Brass rails.

37 Brokers-Theatre promo-

tion.

38 Bulletin boards, change-

able.

c

39 Cable.

40 Cabinets.

41 Calcium lights.

42 Cameras.

43 Canopies for fronts.

44 Carbons.

45 Carbon sharpeners.

46 Carbon wrenches.

47 Carpets.

48 Carpet cushion.

49 Carpet cleaning com-

pound.

50 Carpet covering.

51 Cases, film shipping.

52 Cement, film.

53 Chair covers.

54 Chairs, wicker.

55 Chairs, theatre.

56 Change makers.

57 Changer overs.

58 Color hoods.

59 Color wheels.

60 Condensers.

D

61 Date strips.

62 Decorations (state kind).

63 Decorators, theatre.

64 Dimmers.

65 Disinfectants — perfumed.

66 Doors, fireproof.

67 Draperies.

68 Drinking fountains.

69 Duplicating machines.

E

70 Electric circuit testing

instruments.

71 Electric fans.

72 Electrical flowers.

73 Electric power generat-

ing plants.

74 Electric signs.

75 Electric signal and con-

trol systems.

76 Emergency lighting

plants.

77 Exit light signs.

F

78 Film cleaners.

79 Film splicing machine.

80 Film tools (state kind).

81 Film waxing machine.

82 Fire alarms.

83 Fire escapes.

84 Fire extinguishers.

85 Fire hose.

86 Fire hose reels, carts.

87 Fire proof curtains.

88 Fire proof doors.

89 Fire proofing materials.

90 Fixtures, lighting.

91 Flashlights.

92 Flashers, Electric sign.

93 Flood lighting.

94 Floorlights.

95 Floor covering.

96 Floor runners.

97 Flowers, artificial.

98 Footlights.

99 Fountains, decorative.

100 Fountains, drinking.

101 Frames-poster, lobby dis-

play.

102 Fronts, metal theatre.

103 Furnaces, coal burning.

104 Furnaces, oil burning.

105 Furniture, theatre.

106 Fuses.

G

107 Generators.

108 Grilles, brass.

109 Gummed labels.

110 Gypsum products.

H

111 Hardware, stage.

112 Heating system, coal.

113 Heating system, oil.

I

114 Ink, pencils for slides.

115 Insurance, Fire.

116 Insurance, Rain.

117 Interior decorating serv-

ice.

118 Interior illuminated

signs.

J

119 Janitors’ supplies.

L

120 Labels, film caution.

121 Lamps, decorative.

122 Lamp dip coloring.

123 Lamps, general lighting.

124 Lamps, incandescent pro-

jection.

125 Lamps, high intensity.

126 Lamps, reflecting arc.

127 Lavatory equipment, fur-

nishings.

128 Lavatory fixtures.

129 Ledgers, theatre.

130 Lenses.

131 Lights, exit.

132 Lights, spot.

133 Lighting fixtures.

134 Lighting installations.

135 Lighting systems, com-

plete.

136 Linoleum.

137 Liquid soap.

138 Liquid soap containers.

139 Lithographers.

140 Lobby display frames.

141 Lobby gazing balls.

142 Lobby furniture.

143 Lobby decorations.

144 Lubricants (state kind).

145 Luminous numbers.

146 Luminous signs, interior,

exterior.

M

147 Machines, ticket.

148 Machines, pop corn.

149 Machines, sanitary vend-

ing.

150 Make up, boxes, theatri-

cal.

151 Marble.

152 Marquise.

153 Mats, leather.

154 Mats and runners.

155 Mazda projection adapt-

ers.

156 Metal lath.

157 Metal polish.

158 Mirror, shades.

159 Motor generators.

160 Motion picture cable.

161 Musical instruments

(state kind) .

162 Music publishers.

163 Music rolls.

164 Music stands.

N

165 Napkins.

166 Novelties, advertising.

167 Nursery furnishings and

equipment.

(Over)

October 1, 1927

EXHIBITORS HERALD

57

Exhibitors Information and Catalog Bureau

o

168 Oil burners.

169 Orchestral pieces.

170 Orchestra pit fittings,

furnishings.

171 Organs.

172 Organ novelty slides.

173 Organ lifts.

174 Organ chamber heaters.

175 Ornamental fountains.

176 Ornamental metal work.

177 Ornamental metal thea-

tre fronts.

P

178 Paint, screen.

179 Paper drinking cups.

180 Paper towels.

181 Perfumers.

182 Photo frames.

183 Pianos.

184 Picture sets.

185 Player pianos.

186 Plastic fixtures and dec-

orations.

187 Plumbing fixtures.

188 Positive film.

189 Posters.

190 Poster frames.

191 Poster lights.

192 Poster paste.

193 Portable projectors.

194 Pottery, decorative.

195 Power generating plants.

196 Printing, theatre.

197 Programs.

198 Program covers.

199 Program signs, illumi-

nated.

200 Projection lamps.

201 Projection machines.

202 Projection machine

parts.

203 Projection room equip-

ment.

R

204 Radiators.

205 Radiator covers.

206 Rails, brass.

207 Rails, rope.

208 Rain insurance.

209 Rectifiers.

210 Reconstruction service.

211 Redecorating service.

212 Reflectors (state kind).

213 Refurnishing service.

214 Regulators, Mazda.

215 Reels.

216 Reel end signals.

217 Reel packing, carrying

cases.

218 Resonant orchestra plat-

form.

219 Reseating service.

220 Rewinding film.

221 Rheostats.

222 Rigging, stage.

223 Roofing materials.

s

224 Safes, film.

225 Scenery, stage.

226 Scenic artists' service.

227 Screens.

228 Screen paint.

229 Seat covers.

230 Seat indicators, vacant.

231 Seats, theatres.

232 Signs (state kind).

233 Signs, parking.

234 Signals, reel end.

235 Sign flashers.

236 Sign-cloth.

237 Sign lettering service.

238 Sidewalk machines, com

poppers.

239 Slides.

240 Slide ink, pencils.

241 Slide lanterns.

242 Slide making outfits.

243 Slide mats.

244 Shutters, metal fire.

245 Soap containers, liquid.

246 Speed indicators.

247 Spotlights.

248 Stage doors-valances, etc.

249 Stage lighting equipment.

250 Stage lighting systems.

251 Stage rigging-blocks,

pulleys.

252 Stage scenery.

253 Stair treads.

254 Statuary.

255 Steel lockers.

256 Stereopticons.

257 Sweeping compounds.

258 Switchboards.

259 Switches, automatic.

T

260 Talley counters.

261 Tapestries.

262 Tax free music.

263 Telephones, inter-com-

municating.

264 Temperature regulation

system.

265 Terra Cotta.

266 Terminals.

267 Theatre accounting sys-

tems.

268 Theatre dimmers.

269 Theatre seats.

270 Tickets.

271 Ticket booths.

272 Ticket choppers.

,273 Ticket holders.

274 Ticket racks.

275 Ticket selling machines.

276 Tile.

277 Tile stands.

278 Tool cases, operator’s.

279 Towels, paper.

280 Towels, cloth.

281 Trailers.

282 Transformers.

283 Tripods.

284 Turnstiles, registering.

285 Typewriters.

u

286 Uniforms.

V

287 Valances, for boxes.

288 Vases, stone.

289 Vacuum cleaners.

290 Ventilating fans.

291 Ventilating, cooling sys-

tem.

292 Ventilating systems,

complete.

293 Vending machines, soapr

towels, napkins, etc.

294 Vitrolite.

w

295 Wall burlap.

296 Wall leather.

297 Watchman’s clocks.

298 Water coolers.

299 Wheels, color.

USE THIS COUPON

“BETTER THEATRES” DIVISION

Exhibitors Herald

407 South Dearborn St., Chicago.

Gentlemen: I should like to receive reliable information on the items listed following:

(Refer to Items by Number)

Remarks:

Name Theatre ..........City

58

EXHIBITORS HERALD

October 1, 1927

Advertised in This

BETTER THEATRES SECTION

(If you desire something not listed here, Exhibitors Information and Catalog
Bureau published in this issue zvill get it for you.)

Page

AISLE LIGHTS

Kausalite Mfg. Co 31

8129 Rhodes Ave., Chicago, III.

ANCHOR EXPANSION BOLTS

The Paine Co 30

2951 Carroll Ave., Chicago, III.

AUTOMATIC CURTAIN
CONTROL

Automatic Devices Co 51

• 17 N. 7th St., Allentown, Pa.

E. J. Vallen Elec. Co 36

Akron, Ohio.

BANNERS, HAND PAINTED

H. Dryfhout 32

736 S. Wabash Ave., Chicago, III.

CARBONS

Hugo Reisinger 38

11 Broadway, N. Y. C.

CHANGE MAKERS

Brandt Automatic Cashier Co 36

Watertown, Wis.

DECORATIVE FABRICS

Dazian’s, Inc 44

142 W. 44th St., New York, N. Y.

DISPLAY CUTOUT MACHINES

International Register Co 5

15 Throop St., Chicago, III.

ELECTRIC FLASHERS, COLOR
HOODS

Reynolds Electric Co 47

2651 W. Congress St., Chicago, III.

EQUIPMENT SUPPLIES

Monarch Theatre Supply Co 42

1223 S. Wabash Ave., Chicago, III.

FLOWERS, PLANTS — ARTIFICIAL

G. Reising & Co 54

227 W. Austin Ave., Chicago, III.

HEATING & VENTILATING

B. F. Reynolds & Co 22

118 W. Ohio, Chicago, III.

LAMPS, HIGH INTENSITY

Hall & Connolly, Inc 34

129 Grand St., N. Y. C.

LAMPS, REFLECTING ARC

McAuley Mfg. Company 38

554 W. Adams St., Chicago, III.

Perfection Arc Co., Inc 50

711 Wells Street, Milwaukee, Wis.

Strong Electric Co 48

2501 Lagrange St., Toledo, Ohio.

LENSES

Bausch & Lomb 47

Rochester, N. Y.

MARQUISE, CANOPIES

Architectural Metal Prod., Inc 52

19 W. 8th St., Covington, Ky.

Edwards Mfg. Co 55

Cincinnati, Ohio.

MOTION PICTURE CABLE

Rockbestos Products Corp

New Haven, Conn. 3rd Cover

Page

MOTOR GENERATORS

Automatic Devices Co 51

Allentown , Pa.

MOTORS FOR PROJECTORS

The Wigginton Co. 40

434 N. Church St., Kalamazoo, Mich.

MUSIC STANDS

Gallagher Orchestra Equip. Co 49

616 W. Elm St., Chicago, III.

ORGANS

George Kilgen & Son, Inc Insert

4016 N. Union Blvd., St. Louis, Mo.

Nelson-Wiggen Piano Co 55

1731 Belmont Ave., Chicago, 111.

Operators Piano Co 31

715 N. Kedzie Ave., Chicago, III.

Page Organ Company 16

519 N. Jackson St., Lima, Ohio.

Rudolph Wurlitzer Co 2nd Cover

Cincinnati, Ohio.

ORGAN HEATERS

Cramblet Eng. Corp 18

286 Milwaukee St., Milwaukee, Wis.

ORGAN MUSIC

D. Appleton & Co ..... 47

35 W. 32nd St., New York, N. Y.

PILLOWS

Acme Pillow Co 26

2911 S. LaSalle St., Chicago

POP CORN MACHINES

C. Cretors Co 32

612 W. 22nd St., Chicago, III.

Star Mfg. Company 43

4477 Finney Ave., St. Louis, Mo.

PORT HOLE SHUTTERS

Best Devices Co 22

Film Building, Cleveland

PROJECTORS

Enterprise Optical Co 4th Cover

564 W. Randolph St., Chicago, III.

International Proj. Corp., Pow-
er’s Division Insert

90 Gold St., N. Y. C.

International Proj. Corp., Sim-
plex Division Insert

90 Gold St., New York, N. Y.

RHEOSTATS

Hoffman & Sons 54

522 First Ave., New York, N. Y.

SCREENS

American Silversheet Co 46

915 Wash St., St. Louis, Mo.

Da-Lite Screen Co 51

922 W. Monrot St., Chicago, III.

Minusa Cine Screen Co 42

Morgan at Bomont, St. Louis, Mo.

Raven Screen Corp. 39

1476 Broadway, N. Y. C.

SEATS

Heywood-Wakefield Co 6

209 Washington St., Boston, Mass.

SEAT REPAIRS

Reliable Theatre Seat Repair Co. 22

845 S. Wabash Ave., Chicago, III.

Page

SIGNS — ELECTRIC

Flexlume Sign Corp 4

1100 Military Road, Buffalo, N. Y.

Milne Elec. Co 48

189 Fifth St., Milwaukee, Wis.

SLIDES

J. F. Ransley 47

54 W. Randolph St., Chicago, III.

SOUND PROOFING SYSTEMS

Stevens Soundproofing Co 34

407 S. Dearborn St., Chicago, III.

STAGE LIGHTING EQUIPMENT

Frank Adam Elec. Co 44

3650 Windsor Ave., St. Louis, Mo.

Belson Mfg. Company 23

800 Sibley St., Chicago, III.

Brenkert Light Proj. Co Insert

7348 St. Aubin Ave., Detroit, Mich.

Kliegel Brothers 49

321 W. 50th St. N. Y. C.

Major Equipment Co Front Cover

4603 Fullerton Ave., Chicago, III.

Wm. Wurdack Elec. Mfg. Co 27

21 S. 11th St., St. Louis, Mo.

STAGE RIGGING HARDWARE

J. H. Channon Corp 39

223 W. Erie St., Chicago, III.

J. R. Clancy 43

Syracuse, N. Y.

Peter Clark, Inc 40

534 W. 30th St., New York, N. Y.

STAGE SCENERY

John C. Becker & Bros 22

2824 Taylor St., Chicago, III.

Tiffin Scenic Studios. 42

Tiffin, Ohio.

THEATRE BUILDING SERVICE

United Studios, Inc 24-25

28 W. Lake Street, Chicago, III.

THEATRE PRINTING, PROGRAMS

Exhibitors Printing Service 49

711 S. Dearborn St., Chicago, III.

THEATRE PROGRAM COVERS

The Hennegan Co 43

Cincinnati, O.

TRANSFORMERS

Hertner Electric Co 46

Cleveland, Ohio.

Liberty Elec. Corp 30

Stamford, Conn.

Roth Brothers & Co 52

1400 W. Adams St., Chicago, III.

UNIFORMS

Maier-Lavaty Co 43

2141 Lincoln Ave., Chicago, III.

USHERS’ SIGNAL SYSTEMS

Acme Elec. Construction Co 50

407 S. Dearborn St., Chicago, III.

VENTILATING EQUIPMENT

Supreme Heat. & Vent. Co .. 3

1915 Pine St., St. Louis, Mo.

Typhoon Fan Co .. 47

345 W. 39th St., N. Y. C.

ROCKBESTOS

-the asbestos covered wire

Here it is — the extra flexible

cT(ockbestos Motion Picture (fable

You will find it on all the leading projectors,
arc lights, sun arcs, high intensity lamps
—wherever heat is.

T

You can tie it in knots! And it will
not crack, nor break and the surface
remains intact — practically forever.
The leading projectionists of the
country recommend and use Rock-
bestos Motion Picture Cable. Would
you like a piece to tie in a knot?
We’ll send it. Just a card will bring it.

When you buy M. P. Cable ask for Rockbestos
— the extra flexible.

ROCKBESTOS PRODUCTS

CORPORAT I ON

Motiograph “De
Luxe ” Projectors
in Proctors 86 1 h
St. Theatre, New
York, are equipped
with Rockbestos

5942 Grand Central Term. Bldg., New York

NEW HAVEN, CONN.

465 Union Trust Bldg., Pittsburgh, Pa.

On the Pacific Coast — Allied Industries, Inc.

224 Madison Term. Bldg.. Chicago

do

I

4

◄

<

◄

◄

◄

◄

◄

◄

◄

◄

<

◄

◄

◄

◄

%c Projectionist's

Efiidency Equipment

1— Motiograph De Luxe Mechanism

Fully enclosed, glass windows on both
sides of mechanism, ruggedly built, abso-
lutely no vibration, weight 65 lbs.

2 — Enclosed Door Operated Pilot

Lamp Switch

A sturdy, fool proof switch entirely en-
closed in a cast iron housing. It is positive
in action and long in life. Its operation is
entirely automatic with the opening and
closing of the mechanism door.

3 — The Hair Line Adjustment Lens

Mount

Sturdily constructed on the three point
suspension principle. Designed to hold
with absolute steadiness the heavy type
lenses now coming into popular favor.
Micrometer type focusing screw permits
accurate focusing to fine limits. Mount
may be immovably locked to position after
focusing.

4 — The Double Bearing Ball Bearing

Intermittent Movement

Time tested and true, built with the ex-

The Projector

aptness oF a watch. All moving parts
hardened* tempered and ground. Designed
for' lone wear, small upkeep and perfect
perfc^Eanee. The ONLY ball bearing in-
termittent movement.

5 — Positive Position Framing Device

An ^entirely new and different arrange-
ment for framing the picture. Operated
by a convenient hand wheel and through
gearing direct to the sliding frame of the
mechanism. It positively assures framing
picture with exactness and eliminates the
tendency to “go by” which is character-
istic of the lever handle type of framers.

6 — Oil Drain and Drip Pan

An exclusive built in feature of the De
Luxe Mechanism. The mechanism base is
arranged so that all oil accumulating on it
is drained out through two hollow tubes
into the oil drip pan where it may be con-
veniently removed by taking out the drain
plug. All oil seepage to the lower maga-
zine and floor is eliminated, insuring a
clean equipment and floor.

Predominant

ENTERPRISE OPTICAL MANUFACTURING CO.
564-72 West Randolph Street Chicago, 111.

1

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i

i

\

l

e

!

/

Expect Fireworks at Confab

NNWxwiio'S//

Ihe i Independent

'dm Jrade lager

((((/(/{/(</( (V (<( ( (

Ml

Come into my Garden
-its S.R.O. at tbe
Embassy, N.Y.
at 2 doll -ars

Member Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

fii

VVVI/Vl/Vl/1/VVV

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1879. Published weekly at 407 South Dearborn St., Chi cago. Subscription $3.00 a year. Single copies, 25 cents.

October 8, 1927

Hillsia

Jamaica

L.I.

Grand

k Fordham {

1 N.Y. \1

Loew

I a6tbSt

' B'Klijn

Loews

Astor

Bfwaij (’

Canton

Loewis

\ Perm. /

1 1 PittsburM j

Loew’s

Loews

) Houston I

Loew’s

New

Orleans

. JJ>oeu)'s

I jVeu) £)ojCwkq 7h.ea.ties

FoWt Morton

II -equipped/

As an. outstanding
7 unrivalled.matchless
Wi musical attraction -
Robert Morton Su—

> SzJ -premacy is evident in.
its selection by the
Nations most success
-full Showmen.

7f)rife'Todav\ for >
full information

Robert Morton Organs
are built in Stales and Sixes
to suih every type of • • • •
theatre, lar^e small.

Sobat Martel Organ G>

New York-

October 8, 1927

EXHIBITORS HERALD

3

paramount
entire news

news scoops
reel field by

-

one whole day
ican legion in

with amer-
paris film!

,1

I Front pages of N. Y.
forld. Times and other
:ading newspapers hail
tost brilliant news reel
eat of the year !

THE WORLD: MONDAY. SEPTEMBER 26, 1927.

Manhattan Legionnaires Keeping Step in Paris

ryBJEL fastest tran^Atlantic jshig-
ment ever made was accom-
plished yesterday^ whjjn^g^jmunt
Sews," working with the Associated
Press, transferred 400 f6et of film,
showing pictures of the American
Legion parade in Paris a week ago
to-day The film was taken by
seaplane from the United States
liner Leviathan, getting them here
In time to show them In local
theatres last night.

The seaplane, a Curtiss Seagull,

piloted by H. I. Wells and with S.
■H. Mackean of Paramount News as
passenger, left Nantucket yesterday
afternoon at 2.30 o'clock and met
the Leviathan about 100 miles east
of Nantucket Lightship. They cir-
cled above the ship several times.
George Ercole, Paris camera man
for Paramount, then dropped an
airtight metal box, containing six
tins of films, ‘into the water. The
box was attached to a rope 100 feet
long, equipped with twenty cork

floats. The plane then landed,
circled the ship, located the string
of cork, hauled It aboard and took
off again for New York.

The seaplane landed at West 90th
street, Hudson River, where it was
met by a fast automobile. The films
were rushed to the various thea-
tres, arriving at 9.30 lasi^night. The
picture above shows the New York
delegation marching in the Legion
parade to the acclaim of the
Parisians.

Paramount News pictures of American

4

EXHIBITORS HERALD

October 8, 1927

Legion Parade in Paris on screens of Paramount, Rivoli
Rialto, Loew’s State Theatres, New York, at 9:30 P. M., Sunday
Sept. 25 — just six days after event took place in Paris
Chicago theatres, Monday, Sept. 26. In San Francisco, Tues
day, Sept. 27, beating field by one whole day!

not only first in big news
specials but in local news

testimony from exhibitors

"Congratulations on Dixie series baseball scoop. Last
inning played at five o’clock, Paramount News film of
game in Saenger Theatre at 7. Quickest news reel
work ever known in New Orleans.”

SAENGER THEATRE
New Orleans

"Wonderful scoop here on Dole flight pictures. Sub-
ject on screen with such speed patrons were astounded.
I am boosting Paramount News in newspaper ads and
billboards as big feature.”

LINCOLN THEATRE
Lincoln, Neb.

^Congratulations on your big scoop. I showed Tun-
ney-Dempsey fight shots at 7 P. M., Friday, Sept. 23.
Ahead of all other theatres.

POLI’S PALACE
Waterbury, Conn.

"It is the opinion of our entire organization tha
Paramount has accomplished the impossible in fui
nishing right from the start the finest news reel eve
given theatres. It is a splendid achievement for th
entire industry.

"Paramount News is a marvelous single reel becaus
it combines with vital news shots specially arrange*
subjects that are tremendously interesting.”

SPIROS SKOURA,
St. Louis

paramounl

news ' ' rfirsi

from the start J

EXHIBITORS HERALD

5

October 8, 1927

Washington, D. C.

GILBERT DREW $10,000
ON “KIRBY” REISSUE

Fox reissue of
‘Cameo Kirby’
with John Gilbert
was a good buy
for the Rialto

THE JOHN GILBERT

REISSUES

ARE THE BIGGEST BUYS ON THE MARKET TODAY

If you have not contracted to
play these Gilbert Reissues
FOR PROFIT S SAKE-DO IT NOW!

MONTE CRISTO

Alexander Dumas’ immortal novel

TRUXTON KING

The screen’s greatest lover in a glorious romance

SHAME

John Gilbert and Renee Adoree in another sure-fire success 4 drama of volcanic force and captivating beauty

CAMEO KIRBY

Booth Tarkington’s great love story of the romantic river

ST. ELMO

Loved and read by three generations

HONOR FIRST

WHO PLAYS WITH FOX
PROFITS WITH FOX

JOSEPH P. KENNEDY
presents

RIGHT

OFFICE

\

MOOMI

l ISRAEL

MIGHTIEST LOVE SPECTA
CLE OF THE AGES FROM
THE NOVEL BY SIR H. RIDER
HAGGARD ! DIRECTED BY
MICHAEL CURTIZ WITH
MARIE CORDA AND AR
LETTE MARCHAL

Keep your ey«
on

Battling FBO

The Kid’s
shootin’ in
the

BIG ONES!

PICTURES

Ik CORP A

ON THE BOX
BUTTON

H F. KENNEDY
presents

wAM WOOD’S

STUPENDOUS COMEDY

RACING

ROMEO,

with

Red Orange Trixie Frlganza

... Walter Hiers m ■ ■ *21
Jottyna Ralston

Story By BYRON MORGAN

CAN’T BE WRONG!

Ch i cago Theatre

ran away from

, the field with
*63,950 for week ■*

reports \fariety in Sept.i8^ issue

‘ the ^Attraction TfDas-—

The INTERNATIONALLY FAMOUS

OUNGW sisrtns m*

in the screamingly fi?nny Motion Picture

From the play by Catherine Chisholm Cushing
Directed by Del Lord

“IF LAUGHS ARE MEDICINE, THE DUN-
CANS ARE A WHOLE TONIC.”

— Chicago Evening American.

“ARE PACKING ’EM IN AT THE CHI-
CAGO.”— Chicago Evening Post.

“GREAT!” — Chicago Herald & Examiner.

TAKE A TIP FROM CHICAGO
AND GIVE THIS ONE A DATE- -NOW

~ Another Big Gross Gettings

UNITED ARTIW PICTURE

^ ^ ^ -z±r--- — — — - ■ .

9

October 8, 1927

EXHIBITORS HERALD

the "big shot” for

fred thomson

C[J The alert, thrill-loving public of today is keen for Fred Thomson and his
clean, dashing action pictures. They demanded a bigger field for their idol.
Thomson longed for just such an opportunity. His affiliation with Paramount —
and "Jesse James” — is the answer. CJ First run theatres everywhere are proud to
book and play "Jesse James.” The leading long run houses of the country have
it set. A big special in every sense of the word. Produced on '“'’Covered Wagon” scale. With all the hair-
trigger action, romance and thrilling stunts for which Thomson is beloved. Portraying a dare-devil, sympa-
thetic hero more sinned against than sinning. IJ And with, of course, "Silver King” — Thomson’s fiery steed.
Directed by Lloyd Ingraham. Story by Frank M. Clifton. Jesse E. James, biographer and technical advisor.
Then another great special. And two super-Thomson features. <][ Fred Thom-
son joins Harold Lloyd, Clara Bow, Richard Dix, Bebe Daniels, Beery and
Hatton, Fields and Conklin, Adolphe Menjou, Thomas Meighan, Pola
Negri, Emil Jannings, Esther Ralston, Florence Vidor, George Bancroft,

Zane Grey and others in the brilliant galaxy of Paramount 100% stars!

10

JJ

EXHIBITORS HERALD

October 8, 1927

NX

NX

IN the first nine months of 1927, EXHIBITORS
HERALD has piled up an even larger mar-
gin of advertising patronage over the second
paper in the field than it did in the first nine
months of 1926, this despite a retrenchment
policy adopted by motion picture distributing
companies.

Intensive field subscription work and a steady
swing of the leading Eastern and Southern
theatre owners to the HERALD today for the
first time in the history of the motion picture
business promises the fulfillment of the hope of
every advertiser in the field — COMPLETE

COVERAGE IN A RESPECTED AND RE-
SPONSIBLE MEDIUM.

NX

T

HE one paper which can accomplish
this task is EXHIBITORS HERALD
— understanding and reflecting the sen-

timent of every section of the country.

rr

PATHE sets

Demonstrates class in every
department with dazzling
array of Specials * Features
Shorts • News Reel - Come-
dies • Westerns * Novelties

BIG SHOWMEN BOOK
PATHE-DEMILLE FEATURES SOLID

fast pacel

* cou*r I

V ©@€?®H. *

With RUDOLPH SCHILDKRAUT,

JUNIOR COGKLAN,VIRGINIA BRADFORD
and FRANK MARION

Directed by RUPERT JULIAN

Acclaimed by critics
and public greatest
rural classic since
"WAY DOWN
EAST.”

The superior box-office value of PatheDeMilleFeatures
is evidenced in the fact that they have been picked
from the field by the biggest showmen in the country.
Among those who have signed for these great features
are: The Stanley Circuit, The B. F. Keith Circuit, The
Orpheum Circuit, The West Coast Theatres Circuit, The
North American Theatres Circuit, The Stanley-Fabian
Circuit, The Butterfield Circuit, The Universal Chain
Theatres Circuit, The Stanley - Crandall Circuit, The
W. P. Gray Circuit, The Co-operative Booking Circuit,
The Ike Libson Circuit, The Bolte Circuit, The Grobe
and Knobel Circuit, The Brandt Circuit, The Consolidated
Circuit, The Springer Circuit, The Joe Ison Circuit, The

Joelson-Suchmann Circuit,
and hundreds of other

PATHE MEWS first-run theatres.

LEADS

t^4n analysis of number and
variety of subjects covered
reveals that Pathe News
leads. For instance, the fol-
lowing is a comparison of
the September 3rd issues of
six different news reels:

' Pathe News . . 29
2 nd News Reel. 13
3 rd News Reel . 12
4th News Reel . 1 1
5th News Reel . 10
6th News Reel . 8

Pathe News covers more
than twice as many subjects
in one issue as its nearest
competitor — with the low-
est registering only eight
as against Pathe News’
twenty-nine.

RODLAROCQUE

THE FIGHTING
EAGLE

With PHYLLIS HAVER

r, ■■■ - A DONALD CRISP PRODUCTION

Established as greatest male star on screen.

LEATRICE JOY

in

THE ANGEL

OF

BROADWAY

'Directed by LOIS WEBER.

With VICTOR VARCONI, MAY ROBSON and
CLARENCE BURTON

Rated at preview greatest picture of her career.

Sensational twenty-four sheet poster on "THE WRECK OF THE HESPERUS”

Pathe Exchange. Inc.

flC Mil I K CvnniA n._

Pati '

OE MlLLE STUDIO PICTURES - PATHE NEWS

PATH^ WESTERNS - PATHE SERIALS - PATHECOMEDIES

ted ^
need ^

"Monty Banks is a real
comedian, one of the best
we have. You see h
once, and you come back
to see him again.”

HAROLD WEIGHT

Hollywood Filmograpb

He's a Big Bet— and Wise Showmen
are Cleaning up Big 'with Him

If you haven’t played a Monty Banks
before — START NOW with "FLY-
ING LUCK” - Here’s your chance to
make a genuine ten-strike. A riotous,
thrill comedy on AVIATION — the
first BIG SPECIAL COMEDY on this
live subject. IT’S A GOLD MINE —
GRAB IT QUICK.

Paffhe Exchange. Inc.

0« Mills Studio pictures - paths' news

IfeTHfr WESTERNS - PATHC.5ERIALS - PAT HE COME DIES

Member of Motion Picture Producers and Distributors of America, Inc.
Will H. Hays, President

The 32-page booklet above tells the
public about M-G-M Stars and pro-
ductions. It is now in its1 fourth mil-
lion, and reaches into more American
homes than any known form of direct
audience advertising.

NORMS'

SJ^jjjSRER

★/ I 'Mp* * *

NO OTHER
COMPANY IS
DOING IT!

MetrO'Qoldwyn'Mayer gets back
of its product for you!

THE way M-G-M keeps at
THE Top of the Industry is by

(over)

(continued)

KEEPING on the job
AFTER you sign your contract
FORMER leaders didn’t care
WHAT happened afterwards
SO long as you signed!

THAT’S why they’ Ve lost out —

TO Metro-Goldwyn-Mayer.

M-G-M’s Screen Forecast is just
ONE of many direct -to "the "public
ACTIVITIES that keep going
ALL year long.

EVERY year.

(LEO, M-G-M ’s Flying Lion, is still grabbing more columns of pub-
licity for the M-G-M trade-mark than years of national advertising
have been able to achieve for the trade-marks of other companies .)

THE public today knows that
M-G-M is the leading producer.

WITH the foremost popular stars
AND the talked-about pictures.

“BIG Parade” and uBen-Hur” for instance —
YOU get a wonderful complete product
STARS, Specials, News, Comedies, from M-G-M.
BUT, in addition
ISN’T it great to be
WITH the one company that’s
DOING the live, sensational promotion?
SHOWMEN belong with showmen — that’s

METRO - GOLDWYN - MAYER

W'WHI'Y"'

Ask the Man
Who Has One!

“This is my FOURTH C. S. C. It
certainly has done great work for
me and every piece of product on
it is the finest material any theatre
can run.”

— Fred J. Rietbrock, Opera House,
Athens, Wis.

“Have been using C.S.C. for TWO
YEARS, and it is my money-maker
— pictures average better than any
others I use, and I use all the big
ones.”

— Earl H. Barrett, Liberty Theatre.

Quinton, Okla.

“Have just signed for a CON-
TINUANCE of C. S. C. and know
it will be as it has in the past. Any
small theatre will be pleased with
the service.”

— Adolph Auer, Three Links Club,
P''’r>f Car^^n

“Have been using Universal’s
C. S. C. for the past TWO YEARS
and find it entirely satisfactory.”

— John Scheifervheimer, Falls Theatre,
Chagrin Fa'ls. O.

“I have run each and EVERY
Complete Satisfaction Contract and
surely hope that Universal will

continue to be the leader in the
industry.”

— Theo. Maxivell, Mission Theatre,
Kingsville, Out.

“I am more pleased with our
THIRD C. S. C. than with the first
or second. The pictures and the
comedies are better and the serials
the best yet.”

— Mrs. E. L. Liggett, National Theatre Co.,

McRea, Ga.

“Just finished my old contract and
have signed a 1927 contract. If it
is only half as good as last year’s it
will be 100 per cent to me.”

- — Arthur De Lucas, Lansing Theatre,
Lansing, O.

“I am enclosing my THIRD C.S.C.
Small town exhibitors signing it get
the dollars.”

— C. C. Brinkely,
Sharlou\ W. V a.

“Have signed my THIRD C. S. C.
Universal’s 1927-28 product espe-
cially commendable. Includes out-
standing features and special
comedies with strong appeal.”

— L. Hall, Dixie Theatre,
Netv Brookland, S. C.

— then

Member f Motion Picture Producers w Distributors of America Inc,— WU1 HJiays pnsideni

Chicago CUtics
took* it BIG/

“Great love story . . . Barthelmess is
great . . . Strikes a ringing note of
realism.” — Chicago Tribune.

“One of the fightin’est movies seen
in a long time .... Molly O’Day
a find.” — Chicago American.

“Immense appeal .... Acting ex-
cellent .... Direction superb.”

— Chicago Journal of Commerce.

“Extraordinarily good film show. . .
Barthelmess has again found a
picture worthy of his charm and
talent.” — Chicago Journal.

“Well worth seeing.

Chicago News.

tnaty

Mttm'rti

Richard

r

Liberty America’s Wide-Awake Weekly,
gives a Full Page in Sept. 24th Issue to tell

5,000,000 READERS that

And now these millions
are waiting for the sign
to flash on your marquee!

And all the while the
Crowds—the Dollars—
keep rolling in . . .

At the Globe, New York. . .

At the Woods, Chicago...

Capacity — Tur na way —
Holding that same break-
neck pace...

Reaching for new records

And Soon— other gra

prices.

A Hui national Special

•Fir-rfc

National./

Year/

‘ROSE OF VHE GOLDEN
WEST”, with Nary Astor-
Gilbert Rowland-a George
Fitzmaurice SPECIAL —

First great epic of America’s land
of romance, CALIFORNIA —
Lavish color — a million dollars
worth of Beauty — Spanish nights
— Spanish love. Royal reception
from reviewers at New York
Strand premiere last week.

BILLIE ;DOYE in “American Beauty'; with

Lloyd Hughes —Perfect follow-up on the sensa-
tional box-office success of “The STOLEN BRIDE”.
Cashes in on the greatest Star Discovery of 1927.

■HE CRYSTAL CUP”, with Dorothy
Nackaill-Jack Nulhall —From the best-selling
Gertrude Atherton novel, duplicating the tremen-
dous success of Black Oxen”. A daringly different
theme baring the secret soul of the modern girl.

“NO PLACE TO GO”, with Nary Astor-Lloyd

Hughes— Gorgeous, tempting Mary Astor in an early-Eve cos-
tume with handsome Lloyd Hughes on a trial honeymoon on

I'M

iW

IP

Z' J

a desert isle! Their first of four from First National this year.

EXHIBITORS

LIERAL

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

585 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House. 8-10 Charing Cross
Rd,, W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 31

Presentation Acts 33

The Theatre 45

The Film Mart 43

Classified Advertising 48

The Box Office Ticker 57

“What the Picture Did for Me” 49

FEATURES

Los Angeles, by Ray Murray 26

Re-Takes 26

Pictorial Section 27

Service Talks, by T. O. Service 51

Letters from Readers 47

Chicago, by W. W 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue

EXPECT fireworks at confab from independent exhibitors; De-
mand full share in Trade Session voting; T. O. C. C. names
committee to lay case before Conference; New Jersey directors con-
vene. Goodwill dinner dance arranged by M. P. T. O.

THEATRE building outlays for past year set record ; 967 amuse-
ment places cost over 135 millions; Permits issued in 294 cities
show 1925 expenditures exceeded though fewer places erected.

TORNADO hits nine theatres ; Crippled power lines close houses
two days; Exhibitors first to give benefit shows; Wehrenberg
wires Pettijohn to aid in relief performance.

EXCHANGE bombed in Twin City strike; Six seized, then freed;

Open shop move seen; All houses stay open; Stench bombs
hurled in downtown theatres; Labor paper tries to capitalize small
fire.

Churches drop film blacklist; will

list best each week; Church and
drama association starts bulletin recom-
mending leading productions won’t men-

tion others.

INHIBITORS at odds over use of ama-
teur nights and “stores”; Theatre
owners of Upstate New York divide into
two camps; Exchanges protest pictures
are cheapened.

J7 XHIBITOR arrested in lottery drive
carries fight to New Orleans mayor;
Radio music makes hit with theatre pa-
trons; "Picketing the picket” doubles busi-
ness for Syracuse theatre.

TA O'UBLE feature prevents loss on weak
films, says Clarke; Manager of East-
man theatre also declares opposition to
elaborate show overshadowing film.

T? ATE of dog races in Texas hangs in
balance; Business analysis of South
shows increase in general prosperity; In-
fantile paralysis hurts theatres in three
localities.

C CHOOL principal ruins “Rough Rid-
ers” tieup; Opposition to Sunday
shows breaks out in Indiana and Kansas;
Fox finishes half of feature films for
1927-28 season; Price war looms in
Houston theatres with opening of Loew s
new State.

CAPITOL will present five deluxe
shows on weekends and holidays;
Thirty dollar a week job offer from Ken-
nedy brings flood of applications to

F BO.

O AX returns to West Coast after ses-
sions with independent distributors
and exhibitors; Turnbull joins DeMille;
Norma Shearer and Irving Thalberg on
honeymoon.

“The Studio” Published as
Section Two of This Issue

16

EXHIBITORS HERALD

October 8, 1927

EXHIBITORS

HERALD

Qke independent Qjrade Qaper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI October 8, 1927 No. 4

Recommending the Good

r I ''HE Church and Drama Association, formed in New
York last week, is a development of genuine signi-
ficance. The association brings together leading repre-
sentatives of the principal religions for the purpose of
recommending attractions upon the screen and stage
which are entitled to recommendation.

It seems to us that this is a development which should
have the full interest of the amusement business — par'
ticularly the motion picture business — together with any
support which it is willing to receive.

This movement is destructive to censorship and to the
principle upon which it rests. Further, it is soundly
constructive with respect to the aims and ideals of the
motion picture industry. It may he added, also, that a
movement guided along the lines of approving what is
ileserving of approval, and ignoring what is objectionable,
is based on good psychology and sound common sense.

The only way the public can get good and wholesome
entertainment is to support good and wholesome enter-
tainment. To seek merely to legislate objectionable
entertainment out of existence without according sup-
port to good entertainment is following a futile course.
The morals of the people and the habits of the people
cannot be governed by legislation alone. Censorship has
failed and will continue to fail because even if it were
successful in the plan it undertakes it still would fall far
short of solving the problem of good and wholesome
entertainment. To rule out bad items of entertainment
still does not fill the screen and the stage with good items
of entertainment.

The very procedure of censorship frequently works to
stir up interest in the play or the book which is banned.
But when good entertainment is recommended and en-
couraged and bad entertainment is ignored, no possible
harm can be accomplished and much benefit is certain
to result.

The men behind the Church and Drama Association
know what they are about. The soundness of the plan
prepares one for the list of officials which is as follows:
Hon. John W. Davis, leading lawyer and former candidate
for the presidency of the United States; Dr. S. Parkes
Cadman, noted churchman; Dr. Cyrus Adler, eminent
Jewish authority; Rev. Dr. Francis P. Duffy, scholar and
chaplain of New York’s famous “Fighting Sixty-ninth,”
and Prof. William Lyons Phelps of Yale University.

It is not surprising that these men should strike away
from the beaten paths of “reform,” crusade and censor-
ship and adopt a plan which will be positive in its action.
These men are sufficiently keen to realize the one basic
thing in connection with the matter of good entertain-
ment: Namely, that if good entertainment is to prevail
over the objectionable types of entertainment it must be
popularized; it must be “sold” to the public to heighten
their interest in seeing it. If good entertainment is to
prevail it must be profitable to its producer. Purveying
entertainment is a business in the strictest sense. Pro-
ducers of every kind of attractions must earn a profit if
they are to continue as producers. To condemn the objec-
tionable that a producer presents and never approve and
recommend the good things he does can only serve to
make him neglectful of the moral aspects of his work.

The idea behind the Church and Drama Association is
in no wise new or revolutionary. It is simply the idea
which clear-thinking men everywhere have always held
to as the best means of obtaining sound and acceptable
entertainment for the public. But like many other good
things the efficacy of the idea has been agreed to but noth-
ing much has been done about it. However, now comes
an association with an impressive personnel which hopes
to develop the idea and make it a force in moulding the
character of the entertainment for the American people.

It is to be hoped that the movement will not merely be
a New York City activity but that ways and means will
be found to make the good work of the association effec-
tive throughout the land.

-s -:f

“Critic’s Pictures”

NEWSPAPER criticism of motion pictures remains in
a highly deplorable status. The practice itself is
particularly rampant in New York City and it is there,
with deplorably few exceptions, that newspaper criticism
of motion pictures may be seen at its very worst.

Criticism in its higher usages is, of course, expected
to afford something in the way of guidance; to offer a
word of encouragement when encouragement is merited
and rebuke when rebuke is in order. Newspaper criticism
must, perhaps, be something of an echo of popular
thought but still any critic who is worthy of the name
should have some principles to be guided by; should
have a knowledge and vision with respect to the subject
matter with which he is concerned and should have tastes
which, at least, do not assay lower in the scale than those
of the average reader he is writing for.

New York newspaper criticism, aside from certain con-
spicuous exceptions which we have noted, is about equally
divided between wisecracking and expressions of personal
whimsies. Valid critiques are foreign to these depart-
ments. When a picture comes along that is not out of
the conventional mould these so-called critics become
obviously quite at sea. However, if it happens to be
“foreign” or there is something in it that has a Greenwich
Village approval, then they take their tip and wild
effusions become the order of the columns.

The recent New York premiere of “Sunrise” was a try-
ing moment for these critics — or most of them. In “Sun-
rise” they beheld something quite out of the beaten path;
something quite serious and purposeful; something that
was obviously very good or very bad. Without any prin-
ciples to guide them and without any genuine understand-
ing of what they mean by better motion pictures, they
floundered about piteously. Miss Harriet Underhill of
the important Herald-Tribune, for instance, missed com-
pletely two of the only three important characterizations
in the picture.

Hereafter when one speaks of a “critic’s picture,” he
should mean something very simple and conventional.

October 8, 1927

EXHIBITORS HERALD

17

Expect

From

Fireworks at Confab
Independent Exhibitors

Demand Full Share in
Trade Session Voting

T. O, C. C. Names Committee to Lay Case Before
Conference — New Jersey Board Convenes

By JOHN S. SPARGO

NEW YORK, Oct. 4. — It is freely predicted in exhibitor circles
here that there will be a lot of fireworks exploded at the Federal
Trade Practice conference, which opens here next Monday. The
members of the Theatre Owners Chamber of Commerce, and many
other independent theatre owners not affiliated with that organiza-
tion, are preparing to seek representation at the conference in order
that they may be more certain that their interests will be protected.

The T. O. C. C. has gone on record officially with a protest over the method
of selecting the delegates, and many other owners of small chains, while
making no official protest, are not in accord with the chosen method.

Fear Lack of Representation

They express themselves openly as being apprehensive that the selecting
of the exhibitor representatives through the Film Board of Trade opens the
way to a “handpicked” conference. The Film Boards of Trade, the
T. O. C. C. has pointed out to the Federal Trade Commission, are simply
employes of the Motion Picture Producers and Distributors of America.

Amended List
Of the Delegates
To Trade Meet

Most of the delegates to the Federal Trade
Conference in New York next Monday have
now been appointed by the exhibitor mem-
bers of the boards of arbitration. Following
is a list amending that published in last
week's HERALD.

Pittsburgh — Anthony P. Jim and Nathan Fried-
berg.

Seattle — Ray A. Grombacher of Spokane and
J. M. Hone, secretary of M. P. T. O. of Wash-
ington.

Portland, Ore. — G. T. Woodlaw and John
J. Franklin.

Atlanta — Sam H. Borisky, Chattanooga, Term. ;
T. F. Thompson, Palace, Cedartown, Ga. ; Alter-
nate— O. C. Lam, Rome, Ga.

Boston — Stanley Sumner, University theatre,
Cambridge, Mass.; Nathan Yamins, Rialto, Fall

( Special to the Herald)

DES MOINES, Oct. 4.— Harry
Weinberg of Des Moines, head of
the Commonwealth theatres in
Iowa, and a delagate to the trade
practice conference, was loathe to
be quoted on any of the issues
which may arise. Weinberg stated
he expected to be in New York
on business matters at the time of
the parley and that he probably
would attend. As to his opinions on
block booking, or any other sub-
ject which may come up for dis-
cussion, Weinberg preferred to
remain silent.

River, Mass., head of the New England exhibitors.

Charlotte — Chas. W. Picquet Pinehurst, N. C. ;
S. S. Stevenson, Henderson, N. C.

Chicago — Jack Miller, M.P.T.O. ; Ludwig
Siegel, Prairie Garden.

Cincinnati — ;A. G. Hettesheimer, Walnut Hills ;
Godfrey Kotzin, Covington, Ky.

Cleveland — J. J. Harwood, Lexington Theatre ;
Henry Lustig.

Detroit — Glen Cross, Regent, Garden, Post
Strand, Battle Creek; Jas. C. Ritter, Rivola.

Indianapolis — Chas. R. Metzger; F. J. Rem-
busch.

Kansas City — R. R. Biechle, M.P.T.O. ; A. F.
Baker, Olympic.

Los Angeles — N. B. Bernstein, M.P.T.O.
Milwaukee — A. C. Gutenberg, Grand ; Steve
Sauer, Venus; Alternate — F. E. Wolcott

Memphis — Cecil Cupp, Pres, of M.P.T.O., of
Arkadelphia; H. D. Whorton, Warren, Ark.

Omaha — C. E. Williams; E. A. Harms, Up-
town. Alternate — H. F. Kennedy, Broken Bow,
Neb._

Philadelphia — Lewen Pizor, Colonial, Phoenix-
ville; Elliott J. Goldman, Blue Bird, Philadelphia.

St. Louis — Oscar Lehr, treasurer, M.P.T.O. of
E. Mo. and S. 111.; C. Kaimann, O’Fallon theatre,
St. Louis; Alternate — Fred Wehrenberg.

San Francisco — Chas. W. Koerner, George'
Mann Theatres ; Herbert L. Beach, Bea h &
Krahn Amusement Co., Alameda Co. ; Alt. — C. C.
Griffin, Oakland.

Washington — J. Louis Rome, Rialto, Baltimore;
Herman Blum, Idle Hour, Baltimore.

Salt Lake City — John J. Gillette, Toole, Utah ;
C. M. Stringham, Ogden, Utah.

Des Moines — E. P. Smith. Majestic, Fort
Dodge; Harry Weinberg, Des Moines.

Ingram III; Poisoned by
Water in African Well

(Special to the Herald)

NICE, Oct. 4. — Rex Ingram has returned
home from a trip to Northern Africa
where he was poisoned through drinking
water from a well in which his Arab host
afterwards explained that a dead camel had
been mislaid. He is not allowed to make
a picture for the next six months or to
enjoy sea-bathing.

The regular monthly meeting of the T. O.
C. C., held last Thursday at the Hotel
Astor, was devoted entirely to preparation
for the Federal Trade Conference Octo-
ber 10.

At the conclusion of a long discussion,
a committee to lay out plans and present
the case of the New York exhibitors to
the conference was appointed. The com-
mittee consists of the following;

J. Arthur Hirsch, cluiirman; Syd-
ney S. Cohen , Louis F. Blumenthal,
William Brandt , Samuel I. Berman,
Charles L. O’Reilly, Harry Suchman.
Leo Brecher, Hyman Rachmil, A. H.
Schwartz.

Ex-Officio: Sol Raives, president;
Max Barr, treasurer; Marty Schwartz,
editor, “Organization” ; Nathan
Burkan, counsel.

A meeting of the board of directors of
the Motion Picture Theatre Owners of

Goodwill Dinner Dance
Arranged by M. P. T. O. A.

( Special to the Herald)

NEW YORK, Oct. 4.— A good-
will dinner dance will be tendered
by the M. P. T. O. A. to all at-
tending the Better Trade Prac-
tices Conference opening Monday.
The tentative date of the dinner
dance is October 15.

“ The dinner dance will primar-
ily be an appreciation of the spirit
which prompted the members of
the Federal Trade Commission of
the United States Government to
tender their good offices to aid in
a substantial way the motion pic-
ture business,” says the M. P. T.
O. A. announcement.

“The dinner dance will be a
strictly invitation affair,” the
notice adds.

New Jersey is being held today to consider
what action the theatre owners of that state
will take in regard to the trade conference.

New Jersey has no representation on the
arbitration board which has jurisdiction
over the cases that come from across the
river, a situation which the Jerseyites have
been fighting against for some time but
without avail. The Jersey cases are heard
by the arbitration board which sits in New
York and exhibitor members of it are
named by the T. O. C. C.

This leaves New Jersey without repre-
sentation at the trade conferences, a situa-
tion which does not please the important
theatre owners of the state.

While no intimation has been made by
Joseph Seider, president of the New Jersey
organization, as to what action the board
of directors will decide upon, Seider’s
reputation as a fighter for the interests of
his people makes it appear certain that a
determined effort will be made to have
New Jersey represented.

Proxy Question Causes Rift

The question of proxies has caused a
rift in the theatre owners ranks. Presi-
dent R. F. Woodhull and Secretary M. J.
O’Toole of the M. P. T. O. A. have sent
out a letter to exhibitors asking that those
who are unable to attend the conference
send proxies to National Headquarters and
their interests will be cared for.

President Sol Raives, in his letter to the
Federal Trade Commission deprecated the
use of proxies and urged the commission
should not recognize proxies.

Secretary O’Toole, one of the speakers at
ihe T. O. C. C. session Thursday, told of
a plan of the Federal Trade Commission
for establishment of a permanent com-
mittee to enforce the code of ethics which
is expected to be decided on at the trade
conference. The number of the members
of the tribunal has not been decided upon
nor has the method of selecting these
( Continued, on page 30)

18

EXHIBITORS HERALD

October 8, 1927

NEW YORK. — Sid Grauman, here after
Chicago, says he is convinced that
Tex Rickard knows how to put on a big
show. . . . Lon Young, just back from
Bermuda, was surprised to learn on his
trip that they don’t pay much attention to
Old Kid Volstead down there. . . . Roxy
Rothafel has joined the ranks of the really
worthwhile people, now being insured for
two millions. . . . Harold Franklin is
here from the Coast and will remain for
the Federal Trade Practices conferences.

. . . Fred Beetson, Hays’ representative
on the Coast, will also give the conferences
the once or twice over. . . . E. J. Sparks,
theatre impresario from Florida, is spending
a few days in New York after a vacation in
Europe. . . . Arthur Lucas is another
Southerner who dropped in to see if the Big
Town still looked the same. . . . Nathan
Hirsch, accompanied by Mrs. Hirsch, will
sail October 12 for a three months vacation
in Europe, much of the time to be spent in
Southern France and along the Mediter-
ranean. . . . Jesse Lasky and Walter
Wanger returned from the Coast last week
and will stay in New York for the next
month or two. . . . Bruce Gallup, now
presidenting over the A. M. P. A., says he
didn’t know the job was so hard or he
wouldn’t have taken it at the salary at-
tached. . . . Louis B. Mayer is due here
this week and will stay until after the
trade practice conferences. . . . George
O’Brien, eminent screen actor, arrived from
Europe last week, and probably will attend
a performance of “Sunrise” before going
on to the Coast. . . . Eddie J. Smith,
general salesmanager of Tiffany, is touring
the exchanges of his company and will be
gone several weeks. . . . Charlie Christie
didn’t treat the old town right this trip, ar-
riving Thursday morning and sailing for
Europe the same night. . . . Harvey Day
says Rosh Hoshanah is always a yontiff
with him and he is now all set for Yom
Kippur. . . . Charlie Burr will remain in
New York to greet Johnny Hines when he
arrives this week. . . . Herb Cruickshank
and Jim Milliken have left the Morning
Telegraph flat and moved over to the M. P.
World, taking jobs respectively as editor
and advertising manager. . . . Roxy
thinks so well of “The Loves of Carmen”
that he is holding it over for a second week,
and why not, it’s a great picture. . . .
Gordon White has been busy buying cigars
and other things for his friends, celebrat-
ing the arrival of Gordon, Jr., who tipped
the scales at ten and a half pounds on his
arrival on September 15. . . . Sam Morris
left last week for the Coast to look after
production matters while Jack Warner is
here to attend the opening of “The Jazz
Singer.” . . . Al Cohn, eminent writer,
etc., ad lib., is another visitor from the
Coast who will stay to see the opening of
the Al Jolson picture. . . . David Hoch-
reich says the Vocafilm will stage a come-
back to Broadway, and there are those who
wonder how it can travel so far. . . .
Paid Specht has been engaged to direct the
Capitol theatre’s new stagehand, which will
make its appearance as soon as “The Big
Parade” gets through with the theatre.
. . . Tommy Doivd sails next week to
take up his abode in Paris, where he will
manage a flock of Loew theatres.

— SPARGO.

‘For Ladies Only’

The netv Columbia produc-
tion has Jacqueline Logan
and John Boivers heading the
cast. In the upper picture
and the one to the left the
stars appear together. Below
are Miss Logan with Ben Hall
and Edna Marion.

October 8, 1927

EXHIBITORS HERALD

19

Theatre Building Outlays

For Past Year Set Record

967 Amusement Places
Cost Over 135 Millions

Permits Issued in 294 Cities Show 1925 Expenditures
Exceeded Though Fewer Places Erected

(Washington Bureau of the Herald)

WASHINGTON, Oct. 4. — Although the 1925 record for amusement
construction bids fair to be the peak for the number of new places erected,
new records were established last year for the amount of money spent on
this form of building, it is indicated by an analysis of the building permits
issued in 1926 in the principal cities of the country.

967 Theatres Cost $135,600,000

Building permit records submitted to the bureau by 294 cities showed
the construction of 967 new places of amusement at an aggregate cost of
$135,640,162. Reports from 272 cities were obtained for 1925, showing
the construction of 1,047 places at an aggregate expenditure of $116,283,961.
No figures are given for the uses to which this construction is to be put,
but it is fair to assume that by far the greater part will be devoted to the

3 Cities9 Houses
Dark, Orchestras
Play, Avert Panic

( Special to the Herald )

OTTAWA, Oct. 4. — When all electric
lighting services were disrupted in the
cities of Ottawa, Hull and Aylmer, there
were capacity audiences in many of the
local theatres, but there was not the
semblance of a panic in any instance.
The orchestras of B. F. Keith’s Regent,
Centre, Imperial, Laurier, Eden, Fran-
cais and other houses continued to play
after the theatres were thrown into
darkness, and until they were illumi-
nated, which in some cases was a half
hour.

Theatreman Has Help
Arrested ; Judge Has
Him Arrested Also

( Special to the Herald)

DETROIT, Oct. 4. — A bench warrant
for the arrest of Fred B. Miller, owner
of the Dexter theatre, on a charge of
compounding a felony, was issued last
week by Judge Donald Van Zile of the
Recorder’s Court. Through Miller’s
complaint against them, Samuel Hodge
and Dallas Skinner, two employes at his
theatre, were arrested Aug. 26 and
charged with stealing checks totaling
$231.

Ward S. Culver, assistant prosecuting
attorney, charged that Miller failed to
appear in court Sept. 23, the date set
for the trial. Police testified that Miller
had informed them he had accepted res-
titution from Hodge and Skinner and
did not want to prosecute. Culver said
the settlement was made without the
knowledge of the prosecutor’s office, and
that Miller had refused to appear in
court. This, according to the court, he
had no right to do, since the case was
already scheduled. The trial for Hodge
and Skinner has now been adjourned
until Oct. 4.

Explosion Injures Five
of “ Caravan Trail ” Unit

(Special to the Herald)

HOLLYWOOD, Oct. 4.— When a
gasoline lamp being used for filming
water scenes at Burbank last Thursday
night exploded, five members of the First
National company making the “Cara-
van Trail,’’ starring Ken Maynard, were
injured, and Harry A. Goodwin, 26, had
to be brought to Hollywood for treat-
ment.

Quillian Named Head
of Atlanta Film Board

(Special to the Herald)

ATLANTA, Oct. 4.— Major John W.
Quillian, head of the Enterprise Film
Company, has been elected president of
the Atlanta Film Board of Trade to fill
the unexpired term of G. R. Allison,
who died last week. W. W. Anderson,
manager of Pathe Exchange, Inc., was
elected vice-president in Major Quillian’s
place.

exhibition of moving pictures.

That money is being spent lavishly in the
erection of new amusement places is in-
dicated by the report from Knoxville,
Tenn., showing the construction of one
place at a cost of $900,000. Madison, Wis.,
reported one place at a cost of $650,000,
and several cities reported individual proj-
ects costing $300,000 or more.

$2,275,000 on Four Projects

Except for cities where only one place
was built, it is impossible to determine the
expenditure for individual projects, but
that these figures are not unusual is in-
dicated by such reports as that for Cin-
cinnati, where $2,275,000 was reported as
the cost of four projects.

Ten cities reported expenditures of
more than $2,000,000 for new amuse-
ment construction last year; 17 re-
ported between $1,000,000 and $2,000,-
000, and 13 reported between $500,000
and $1,000,000.

Cities expending in excess of $1,000,000,
and the number of places built, were as
follows :

Buffalo, N. Y., 10 places, $1,112,000;
Chicago, 32 places, $13,960,500; Cleveland,
15 places, $1,520,500; Cincinnati, four
places, $2,275,000; Des Moines, five places,
$1,721,765; Detroit, 15 places, $3,199,166;
Evanston, Til., three places, $1,600,000; Fort
Worth, 12 places, $1,350,000; Gary, Ind.,
$1,229,300 (number of places not given) ;
Jacksonville, six places, $1,732,000; Los
Angeles, 45 places, $4,272,845 ; Milwaukee,
10 places, $1,816,486; New Haven, 11
places, $2,744,000; New Orleans, six places,
$1,245,233; New York, 161 places, $41,250,-
800; Oakland, 10 places, $1,023,374; Omaha,
six places, $1,671,000; Philadelphia, 18
places, $5,1 10,000 ; Pittsburgh, eight places,

$2,114,900; Portland, Ore., ten places,
$1,002,000; Providence, six places, $2,930,-
600; Rochester, seven places, $1,105,000;
Seattle, 13 places, $4,130,500; Sioux City,
five places, $1,882,200; South Bend, seven
places, $1,200,000; Washington, D. C., three
places, $1,097,000; Yonkers, N. Y., six
places, $1,379,000.

New Company Plans
Two Portland Houses

Invasion of Portland, Ore., by a new
company with two motion picture theatres
there, and the setting of Thanksgiving Day
as the date for opening the new deluxe
Alabama theatre at Birmingham by Publix
are two highlights of the week’s construc-
tion news.

The Washington-Oregon Theatrical Enterprises
is planning a 3,000-seat theatre to cost $1,250,000,
and a $250,000 house seating 1,500 at Portland.
In addition the company is to put a $250,000
theatre seating 1,500 into Astoria, two new houses
in Seattle and two in Vancouver. In the com-
pany are President Ivan Hyland, Casper Fischer,
F. Creigh Nelson, Emory and Ray L. Brown.

Mrs. E. B. Johnson opened the Strand at Ash-
ville, Ala., last Thursday. A $150,000 combina-
tion house is planned by Ed Dolan for Hoquiam,
Wash. The Palace at Athens, Ga., has been sold
to Edward A. Schiller, vice-president of Loew’9;
Andrew C, Erwin and L. B. Joel. The Garden,
Kansas City, seating 2,100, will reopen soon. The
Fort Worth theatre is the name finally chosen
for the new Publix house at that Texas city. The
Princess in Des Moines has been sold to Edwin
W. Pascoe. The Hornbeck Amusement Company
of Logansport, Ind., has just been incorporated.
The Colonial is to resume operation at Kokomo,
Ind. Sid Laurence has been named general man-
ager of the McNevin chain, including the Indiana
and the Sipe at Kokomo.

News that the Forsyth is to reopen in
Atlanta with stock indicates a patronage
battle for the motion picture exhibitors
there.

Detroit May Curb Distribution of

Handbills; Will Hurt Small Theatres

(Special to the Herald)

DETROIT, Oct. 4. — A blow was struck indirectly at neighborhood theatre
owners here last week when John F. Simmons, secretary of the Detroit Fed-
eration of Labor and secretary of the Typographical Union No. 18, appeared
before the common council requesting that the distribution of handbills,
circulars, free newspapers and other advertisements be curbed by the city.
He quoted a law passed in 1926 which prohibits all distribution of handbills,
it is said.

Numerous houses advertise their programs by means of handbills and cards,
especially the smaller ones, and should this law be interpreted strictly the
owners would lose a valuable asset in their business.

20

EXHIBITORS herald

October 8, 1927

Churches Drop Film Blacklist;
Will List Best Each Week

Church and Drama Association Starts Bulletin Recommending Lead-
ing Productions — Won’t Mention Others

(Special to the Herald)

NEW YORK, Oct. 4. — Motion pictures now have the solid support of
the churches of America. The Church and Drama Association, rep-
resenting the three greatest religious groups — the Protestant, Cath-
olic and Hebrew — has just reached the decision that throwing the full
weight of its endorsement behind the best productions of both screen and
stage will do more to elevate standards than to condemn and blacklist what
it considers objectionable.

THE new association last week issued the
first of its weekly guides to the best
pictures and plays.

“We feel,” said Rev. S. Parkes Cadman,
president of the association as well as head
of the Federal Council of Churches in
Christ, “that it is up to the church people
and all who want the best entertainment
in the theatre to see to it that their type
of play is supported sufficiently to be profit-
able. If we do this, the producer will have
no argument against giving us the best.

“Every thoughtful religious leader is
aware of the great influence the drama
is exerting on the attitude and ideals
of his people, especially the youth
of his congregation. The theatre has
a rightful and necessary place in our
civilization, but it must be guided
and controlled if it is not to under-
mine the foundations of society. The
Church and Drama Association has
been organized to secure concerted
effort in the interest of wholesome
drama on the stage and screen.”

A play-going committee of men and
women will visit the theatres and deter-
mine which pictures and plays are to be
recommended for the week. No mention
will be made of the objectionable produc-
tions. Besides the bulletin, the association
will make use of all other possible avenues
to inform the public of the worthwhile pic-
tures and plays.

The first bulletin recommends M-G-M’s
“The Student Prince” and the Gilbert and
Sullivan comic opera, “The Mikado.”
Neither is of what is called the religious
type, which emphasizes the association’s
policy not to confine its selections to pro-
ductions of a churchly character.

Rev. George Reid Andrews, executive
director of the association and editor of
the bulletin, says :

“We shall try to make it a reliable
guide to plays and pictures which are
worthwhile. We hope we shall have
something meritorious to report each
week. In recommending plays and
pictures we shall undertake to judge
them as a ivhole, their general intent
and purpose, but a sincere purpose,
however noble, cannot atone for poor
art.”

John W. Davis is honorary president of

the Church and Drama Association. The
vice-presidents are Dr. Cyrus Adler, presi-
dent of the Jewish Theological Seminary;
Rev. Francis P. Duffy, pastor of Holy
Cross Church ; Right Rev. William T.
Manning of the Cathedral of St. John the
Divine; Prof. William Lyon Phelps of
Yale University, and Mrs. John Ferguson,
representing organized church women.

Among the directors are Alvin W.
Kreck, William Fellowes Morgan, William
C. Redfield, Winthrop Ames, Bruce Barton,
Mrs. August Belmont, Chancellor Elmer
Ellsworth Brown, Rev. Samuel McCrea
Cavert, O. H. Cheney, Joseph P. Day, Jus-
tice Victor J. Dowling, Raymond H. Fiero,
Mrs. Charles Dana Gibson, Frank Gill-
more, Will H. Hays, Otto H. Kahn, Rev.
Charles S. MacFarland, Rev. John A. Mar-
quis, Carl E. Milliken, Rev. Daniel A.
Poling, Channing Pollock, J. Robert Rubin,
Prof. Randolph Somerville, Manny Strauss,
Paul N. Turner, Henry D. Walbridge,
Felix M. Warburg, Prof. Luther A. Weigle
and Pliny W. Williamson.

Katterjohn Leaves for
Vacation in S. America

{Special to the Herald)

HOLLYWOOD, Oct. 4. — Monte Katter-
john is completing a two-year association
with Paramount-Famous-Lasky’s depart-
ment of production where, as home office
associate to the general manager, he partici-
pated in reorganizing the production per-
sonnel and inaugurated and carried through
Paramount’s vigorous production drive.

Mr. Katterjohn will leave in October for
a six weeks vacation in South America, and
will announce new connections upon his
return.

U.S.C . Opens M.P. Study
with Classes at Night

( Special to the Herald )

HOLLYWOOD, Oct. 4.— N i g h t
classes have been started for the study
of the motion pictures by the University
of Southern California. These courses
have been worked out in conjunction
with the Academy of Motion Picture
Arts and Sciences. Technique, produc-
tion, photography and scenario structure
are among the classes.

Receipts Double
As Light Saving
Is Ended in N. Y.

( Special to the Herald)

NEW YORK, Oct. 4.— With the end-
ing of daylight savins in New York state
last week, there was an immediate re-
sponse in business at the motion picture
theatre. In many houses business al-
most doubled.

There will probably be some concerted
movement on the part of exhibitors in
New York state between now and next
spring in an effort to either do away
with daylight saving, or to further
shorten its season.

Business Analysis of
South Shows Increase
in General Prosperity

( Special to the Herald)

ATLANTA, Oct. 4. — Theatres in the
South are looking forward to more pros-
perous business for the coming year. A
recent business analysis shows that the
wealth and general prosperity of the en-
tire South is on a decided increase. The
tide has been turned definitely toward
better business, the analysis shows.

Figures show that in 1926, a particularly
trying year for the South, the sum of
$638,284,000 was paid into the Internal
Revenue department of the Federal gov-
ernment by the South, showing a large
increase over the year before. The rest
of the country showed an actual decrease.

F-A Releases “Hello
Bill;99 2nd in Production

(Special to the Herald)

NEW YORK, Oct. 4. — Famous Artists
Corporation’s first feature, “Hello Bill,”
was released Saturday. This picture has
for its locale the Elks Convention in
Harlem. Advance bookings from exhibi-
tors of Negro pictures already have doubled
the original number of prints. Bill Higgins,
Joe Byrd and Bill Bojangles Robinson are
starred. “The Loyal Parade,” Famous
Artists’ second feature, goes into produc-
tion tomorrow.

88 Bottles — De Mille
Wants Them Returned

( Special to the Herald )

LOS ANGELES, Oct. 4. — Eighty-eight
bottles hanging on the wall of the prohibi-
tion offices. Cecil B. DeMille is reported
to be contemplating a petition for the re-
turn of the liquor seized on his yacht in
1923 by the Government.

Kelley's $250,000 Suit
Against Jolson Settled

(Special to the Herald)

NEW YORK, Oct. 4.— Anthony Paul
Kelley’s $250,000 suit against A1 Jolson
has been settled out of court. The action
concerned alleged services by Kelley in ob-
taining a motion picture contract for the
comedian.

Young Theatreman Dies

(Special to the Herald)

HOLLYWOOD, Oct. 4.— Lee Kind,
assistant manager of Hillstreet theatre,
died Wednesday at his home following
a brief illness.

“Picketing the Picket" Doubles B. O.

Business for This Syracuse Theatre

(Special to the Herald)

SYRACUSE, Oct. 4. — A case of “picketing the picket” occurred here last
week in connection with one of the theatres which has been having some
trouble with the union. When the theatre was declared unfair to union labor,
the local proceeded to place a picket in front of the theatre, who paraded up
and down, bearing a placard calling attention to the theatre’s attitude toward
the union. The theatre manager, however, was not caught napping, for he,
too, hired a man who paraded by the side of the picket, and bore a card
calling attention to the picture being shown. According to all reports the
theatre’s business doubled almost over night.

EXHIBITORS HERALD

21

October 8, 1927

Tornado Hits Nine Theatres;
St. Louis B. O. Loss Heavy

Crippled Power Lines
Close Houses Two Days

Infantile Paralysis
Hurts Theatres in
Three Localities

An epidemic of infantile paralysis in
Owensboro and Davies county has re-
sulted in closing schools under a quar-
antine ordered at a meeting of the city
and county school boards and the county
health department. School children
were turned back when they reported
to school Monday morning of last week.

The ban is designed to keep children
under 16 years old away from schools,
theatres, churches, stores and other
places where crowds congregate. Since
the epidemic broke out in Owensboro
21 cases of infantile paralysis and one
death have been reported.

At Evansville, Ind., children less than
16 years of age have been barred from
theatres by managers, who are cooperat-
ing with requests from the board of edu-
cation and the city board health in an
effort to prevent an epidemic of infan-
tile paralysis threatened there. Schools
have been closed for fumigation.

At Fulton, Mo., the ban on all public
gatherings which closed theatres and
churches, made necessary by a spread of
infantile paralysis, has been lifted after
a week’s duration, because of improved
conditions.

Exhibitors First to Give Benefit Shows — Wehrenberg
Wires Petti john to Aid in Relief Performance

(Special to the Herald)

ST. LOUIS, Oct. 4. — Nine theatres Avere damaged, tvco of them very
severely, by the tornado which last Thursday cut a path of destruction
through St. Louis and Venice, Granite, Madison and East Alton, 111., and
Rudy, Ark., and took at least 86 lives.

Heavy Loss of Patronage Feared

Greater than the actual damage to theatre buildings, however, is the
loss in box office receipts expected as a result of the general property
damage estimated at twenty millions. Practically every house in North
St. Louis was forced to close Thursday and Friday because of lack of
electric light and power. A few theatres probably will not reopen for
some time because many of their patrons were killed.

Despite that business loss, the thea- Easton, Excello, Jest A Mere, Maffitt

Public No Longer Bars
Unhappy Ending , Says
Lasky y Back from Coast

( Special to the Herald)

NEW YORK, Oct. 4. — -“The reign of the
happy ending and the clinch fadeout, with-
out which no motion picture has in the
past been considered complete, is about to
be disturbed,” Jesse L. Lasky stated on his
return to New York this week. “The pub-
lic, having tasted of the unhappy endings
for a change, finds them highly palatable.”

Dallas Mayor Will Not
Oppose Sunday Shows

(Special to the Herald)

DALLAS, Oct. 4.— Mayor R. E. Burt,
while personally opposing Sunday shows,
stated officially he would not oppose
Sunday shows as the people of Dallas
had previously voted their sentiments in
the premises.

Thieves Steal $705

tres were among the first to aid in gath-
ering relief funds. Benefit shows were
arranged at once.

A checkup of the storm zone re-
vealed the Arcade Air dome had been
very seriously damaged. The Con-
gress theatre had part of its roof taken
atvay and has not been able to re-
sume operations because the homes
of many of its patrons have been de-
stroyed. The Easton was slightly
damaged and the roof of the New-
stead is said to have been damaged
but the house has been able to oper-
ate.

The Lindell theatre had minor dam-
age, as did the houses operated by
Joseph Mogler —the Mogler, Bremen
and Excello. The Gem theatre. East
Alton, III., teas damaged, but ivhen it
was struck the big wind had about
spent itself.

The F B O exchange was the only one
along Film Row damaged by the storm.
The wind shattered the large plate glass
window, carried away all the window
display and also pulled down posters.
One girl fainted.

Family Escapes Unhurt

Tommy James, owner of several
houses in St. Louis, had his home badly
damaged by the ornado, but all members
of his family escaped unhurt.

So far as can be ascertained no one
actively connected with the film indus-
try was killed or seriously injured.

The houses in the storm zone whose
receipts are affected by the ravages of
the tornado are the Bremen, Grand
Florissant, Mogler, King Bee, Lindell,
Montgomery, Manchester, Novelty,
Odeon, Arcade Ai.rdome, Congress,

Avenue, and Venus.

The Grand Florissant, Lindell, Mont-
gomery, Manchester, Novelty, Congress
and Maffitt are in the St. Louis Amuse-
ment Company, Skouras-Koplar chain.
Mogler owns the Bremen, Mogler and
Excello while Tommy James operates
the Easton and the Jest A Mere.

Theatre owners were among the
first to aid collection of relief funds,
and were led by Spyros Skouras;
Fred Wehrenberg, president, M. P.

T. O. of Eastern Missouri and South-
ern Illinois, and Joseph Mogler, presi-
dent of the St. Louis Motion Picture
Exhibitors’ League.

Even while the fire department and
ambulances were rushing to the
stricken district, the theatres had pre-
pared for benefit shows.

Skouras Brothers were the first to
hold a big benefit. At 11:30 p. m. Sat-
urday at the Missouri theatre a special
show was given with Ed Lowry, master
of ceremonies of the Ambassador thea-
tre’s stage shows, presiding. Admission
was $1 and reports are a very nice sum
was raised. All services were donated.
Other theatres will hold benefit shows
this week. Relief fund contribution
boxes have been installed in each lobby.
Wehrenberg also is arranging a huge
benefit show at the Coliseum. He has
wired C. C. Pettijohn of the Hays or-
ganization to aid by obtaining acts and
films.

Eugene R. Kilgen of the Kilgen or-
gan company reported that none of the
personnel of the company was injured,
nor was any damage done to the plant
or homes of the personnel.

(Special to the Herald)

HOLLYWOOD, Oct. 4. — Sneak thieves
entered the office of Bard’s theatre
Thursday evening during the absence of
the manager, Mr. V. T. Rosen,' and lifted
$705 from the safe, Avhich was closed but
unlocked.

Boston Tops Tiffany Sale

(Special to the Herald)

NEW YORK, Oct. 4. — Boston is lead-
ing the field in the Tiffany National Sales
Contest, now on the last lap, according
to E. J. Smith. The runners-up are:
Denver, Detroit, Atlanta and New York.

Opposition to Sunday Shows Breaks

Out in Kansas and Indiana Towns

A state-wide campaign is planned by the ministers of Kansas for the en-
forcement of the Sunday labor law, especially regarding the operation of
Sunday motion picture shows. The campaign was outlined at a meeting at
the Y. M. C. A. in Topeka, Kan., last week. Ministers of Pittsburg, Kan.,
have asked Kansas City, Kan., ministers to assist in the campaign.

A new drive in Indiana against Sunday shows recently was launched at
Newcastle, Ind., taking in the three theatres there and extending to two
shows in Knightstown. The theater owners and employes were the main
objectives in the drive and as a result eighteen warrants were served. The
affidavits charging Sabbath breaking were served by a deputy sheriff and
constable, the Newcastle cases being taken before a justice of the peace.

22

EXHIBITORS HERALD

October 8, 1927

Exhibitors at Odds Over Use of
Amateur Nights and “Stores”

Theatre Otvners of Upstate New York Divide Into Tivo Camps —
Exchanges Protest Pictures Are Cheapened

(Special to the Herald)

j% LBANY, Oct. 4. — Are amateur nights, country stores, double features,
two admissions for the price of one, advantageous or detrimental to
1. jL the motion picture theatres? Is the theatre cheapened by such
forms of entertainment, or means of attracting patronage? Can such thea-
tres, once they adopt this plan, ever return as a straight motion picture
theatre and still retain patronage possibly gained by the addition of varied
forms under the guise of entertainment or amusement?

THERE is an extremely lively con-
troversy among many theatre owners
in the Albany-Schenectady-Troy district,
as well as other sections of New York
state. This has been brought about
mainly with the opening of the fall sea-
son and the announcement on the part
of many houses that double features
would prevail on two or three days each
week, or in many instances during the
entire week. Amateur nights, that swept
this section by storm last year, are being
revived even this early, with announce-
ment they will be continued throughout
winter.

See Rival Gain Patronage

More than one theatre owner today
sees a competing house attracting con-
siderable of his patronage, at least for
the time being, through the hundred and
one little methods, such as amateur
nights, double features, country stores,
prize nights and other things. Some
theatre owners, doubtless fearing they
cannot regain their patrons otherwise,
have fallen to the idea, while others
openly declare they will close rather than
resort to such means of obtaining pat-
ronage.

One theatre owner in Schenectady
openly declares no theatre can hope to
return to a straight motion picture house
if it ever lowers its standard and seeks
business by prize nights, the use of cheap
amateur acts, the winner of which is de-
termined by the amount of applause, and
similar things.

Neighborhood houses are not the only
ones that are resorting to such methods.
In Schenectady at least three downtown
houses feature such additional entertain-
ment, while Albany has a like number

and in Troy there are at least two in
the business center and a number in the
suburbs.

Here’s a fair sample of one day’s bill
at one downtown Troy theatre:

In addition to double features, this
house gives tivo acts of vaudeville, a
news reel, a comedy, then tops off the
day by giving away five sets of dishes,
each set containing 36 pieces, all for
the price of 15 cents. Along with this,
ice cream, candy and popcorn are sold
in the lobby.

There are two sides to the situation.
Some exhibitors claim they are forced
to resort to such means in order to at-
tract patronage from the big first run
houses. Others declare film rentals have
become so high it is almost impossible
to pay the prices and live without at-
tracting extra patronage.

Exchanges Protest

The exchanges, however, are open in
their declaration that amateur nights and
the giving away of prizes, or admitting
two persons for the price of one, cheap-
ens their product. The whole matter
may be threshed out at some early meet-
ing of the Albany Film Board of Trade.

Amateurs are now demanding from $5
to $15 from the exhibitors, though some
acts are of a decidedly cheap variety.

McManus to Toronto

( Special to the Herald)

OTTAWA, Oct. 4. — John McManus of
Toledo, has been appointed manager of
Loew’s theatre, Toronto, in succession to
Jules Bernstein, who has been promoted
to the head office of Loew’s, Inc., New
York.

Exhibitor Arrested in Lottery Drive

Carries Fight to New Orleans Mayor

(Special to the Herald)

NEW ORLEANS, Oct. 4. — A thorough checkup on motion picture theatres,
church fetes and lodge affairs is now in action, with police canvassing the city
for violations of Act 280 of 1914, relative to operating lotteries. Assistant
District Attorney Bernard Cocke says prosecution will follow.

The first person arrested was R. J. Brunet, owner and operator of the
Harlequin theatre, independent suburban house. He is charged with issuing
stubs to patrons and then awarding prizes to holders of the lucky coupons
after the performance.

A number of independent motion picture operators have protested against
police interpretation of the law, which makes it illegal to conduct games of
chance in which slips are given. A delegation, headed by Brunet, told Mayor
Arthur O’Keefe, that the practice of giving prizes, especially at the Saturday
night show, had become a custom of long standing and is not in reality a
lottery. Mayor O’Keefe, though expressing his sympathy with the operators,
took the position he could not go beyond the ruling of the district attorney.

“If the police department finds time hanging heavily on its hands,” says the
New Orleans States, “we suggest that its leisure hours can be better employed
in crusading against the many pernicious forms of lottery gambling prevalent
in the city than in snooping around church and charity festivals and movie
theatres to catch technical violators of a law that has long been a dead-letter
here.”

Whereupon everyone is offering con-
gratulations to Gordon S. White,
director of publicity and advertising
of Educational.

Alleged “Duped” Prints
of “Punctured Romance”
Are Seized in Boston

(Special to the Herald)

BOSTON, Oct. 4. — It has been reported
that alleged illicit prints of “Tillie’s Punc-
tured Romance” have been seized by the
federal marshal here and that an injunction
against “duping” or sale of prints has been
entered against the Paramount Manufac-
turing Company, Irving R. Grem, Maurice
M. Green and Don DeMatteo, all of Bos-
ton, by Christi Film Company.

It is alleged that the Christi Film Com-
pany purchased all existing rights in the
picture from Marie Dressier and that the
defendants in the Boston suit acquired
negatives or prints of the production with-
out authority, which were then reproduced
and sold in the form of “duped” prints.

St. Louis Unions Plan
Amusement Council

(Special to the Herald)

ST. LOUIS, Oct. 4. — Plans for the or-
ganization of an amusement trades council
are under consideration. Fifteen crafts
with a total membership of 5,000 workers
already have formed a tentative Amuse-
ment Council.

Keisling at Goldwyn

Publicity Department

( Special to the Herald)

HOLLYWOOD, Oct. 4.— B a r r e t t
Keisling, former director of publicity for
DeMille studios, has joined Samuel Gold-
wyn as head of his publicity department.

M. S. Steele Again

With United Artists

(Special to the Herald)

NEW YORK, Oct. 4. — After a tem-
porary severance of connection, Mont-
ford S. Steele has rejoined the company
and sailed for Paris last Friday.

October 8, 1927

EXHIBITORS HERALD

23

Exchange Bombed in T win City
Strike; 6 Seized, Then Freed

Open Shop Move Seen;
All Houses Stay Open

Stench Bombs Hurled in Downtown Theatres —
Labor Paper Tries to Capitalize Small Fire

(Special to the Herald)

MINNEAPOLIS, Oct. 4. — Rewards totaling $3,000 were offered today
for information leading to the arrest of persons responsible for the hom-
ing of the Paramount exchange last week. Theatre owners have attrib-
uted the blast to feelings aroused over the strike of 500 stagehands, op-
erators and musicians, which now is entering its third week in the Twin
Cities, with prospects for an open shop in evidence.

Six Stagehands Released

The blast broke all windows in the exchange and surrounding buildings,
but did not damage the stock of films at which the attack apparently was
directed. The explosion was heard for blocks but there was on one in
the building at the time except a charwoman and she was uninjured.

Strike Status
at a Glance

MINNEAPOLIS — Paramount
exchange bombed. Feeling due
to strike of 500 operators, musi-
cians and stagehands blamed.

KOKOMO, IND. — Unions

threaten move to close theatres
Sunday unless operators’ strike
demands are met, at least com-
promised.

ATLANTA — Operators’ strike
settled. Musicians’ strike at
Rialto still in force.

ST. AUGUSTINE, FLA. —
New contract with operators
signed at Jefferson and Or-
pheum theatres.

ORLANDO, FLA.— Slight in-
creases granted operators and
stagehands at Universal’s Or-
lando theatre.

Settling of Coal Strike
Cheers Theatre Owners
of Southern Illinois

(Special to the Herald)

ST. LOUIS, Oct. 4. — Announcement that
the strike of Illinois coal miners had
been settled has given the motion picture
theatre owners in Southern Illinois their
first chance to smile in many months. Op-
erations will be resumed at once and mine
workers will again have surplus funds with
which to enjoy their favorite recreation, —
good motion pictures.

It is anticipated a similar agreement will
be reached in Indiana, Ohio and Western
Pennsylvania.

Detroit Passes Rigid
Amusement Park Law

(Special to the Herald)

DETROIT, Oct. 4. — Hereafter all
amusement parks and concessions must
obtain their licenses from the mayor of
this city, who shall not issue permits
for these enterprises unless he is assured
that the proposed locations are “safe and
proper places” for such parks and con-
sent of 51 per cent of the residents in
their vicinity has been obtained. Thus,
in brief, reads the new law adopted by
vote of council last week. Licenses may
be revoked by the mayor on showing
that gambling is taking place in the park,
that immoral or morbid amusements are
permitted.

Des Moines Film Board
Gets New Secretary

(Special to the Herald)

DES MOINES, Oct. 4. — Miss Leone
Matthews, for several years employed in
the office of the A. H. Blank Enterprises,
was chosen secretary of the Des Moines
Film Board of Trade recently.

Immediately after the blast detectives
took into custody six stagehands who
were leaving a hall where daily meetings
of stage workers are being held. They
were questioned and released a few
hours later.

Ben Blotcky, manager of the ex-
change, said his company had no part
in the strike and had had no labor
troubles. He could attribute no reason
for the blast. The reward was offered
by the Minneapolis Film Board of
Trade, the Paramount exchange and the
M. P. T. O. of the Northwest.

The theatre owners have been success-
ful in keeping all their houses open
despite the strike. No break was occa-
sioned by the strike of the operators,
nonunion men having been recruited.

The musicians strike has hit the thea-
tres a little harder, although orchestras
have been recruited for most of the
larger theatres and pianists or organists
obtained for the smaller houses. The
theatres daily are building up their mu-
sical organizations.

Throwing of “stench bombs” in the
theatres is another disorder that has
marked the strike. These have been
throivn in practically all the down-
town theatres, in some cases driving
patrons from the houses. All the the-
atres are running announcements on
their screens offering $500 reivard for
information leading to the arrest of
anyone guilty of throwing a “stench
bomb.” The announcement has been
greeted with applause.

Officers of the unions whose members
are on strike deny any responsibility for
the bomb throwing and have announced
they are investigating.

An attempt was made by a Minneap-
olis labor paper to intimidate theatre-
goers by printing an extra playing up a
small fire which occurred in the booth
of the Orpheum. Nothing was said of
the fact that the patrons were protected
by a fireproof booth.

Union Operators Resume
Work in Atlanta Houses

( Special to the Herald)

ATLANTA, Oct. 4. — Union operators
returned to the booths of eight suburban
theatres in the Atlanta district Monday
morning, Sept. 26, taking the place of non-
union operators who had been called in to
fill the breach Sept. 5, when, upon the re-

fusal of theatre managers to meet their
demands for an increase, all union oper-
ators walked out.

On the same day that union operators
resumed work in the suburban theatres
new agreements went into effect in At-
lanta’s four major theatres — the Howard,
Keith’s Georgia, Loew’s Grand, and the
Capitol, which granted a $10 weekly in-
crease with working time increased 30
minutes.

Conferences between representatives of
the musicians’ union and the management
of the Rialto theatre have not resulted in
any settlement over the controversy that
culminated in a walkout of musicians on
Sept. 5. Since that date the Rialto has
continued its program without music of
any kind, and it has held up remarkably
well.

Operators Get $35 a Week
in Florida Theatres

(Special to the Herald)

ST. AUGUSTINE, FLA., Oct. 4.— Op-
erators employed at the Jefferson and Or-
pheum theatres will continue during the
new season at the same salary which they
received last season, namely, $35.00 a week.
Under the terms of a two-year contract
just closed between the business agent for
the local, which organization has super-
vision over St. Augustine operators, and
Willard C. Patterson, Southern division
manager of Universal theatres, the oper-
ators will receive $40.00 a week when the
new season opens in 1928. Both stage hands
and operators employed in the Orlando,
Fla., theatre controlled by LIniversal Chain
Theatrical Enterprises are receiving
slight increases over the scale which
prevailed last season.

Operators May Close
Kokomo Theatres Sunday

(Special to the Herald)

KOKOMO, IND., Oct. 4. — If owners of
theatres in Kokomo, Ind., do not compro-
mise and permit union men to operate their
projection machines so as to end the strike
of union operators that has been in effect
there since early summer, steps will be
taken by the different unions of the city to
prohibit the theatres from operating on
Sundays, it was decided at a recent mass
meeting of union men. The meeting was
called by S. E. Spurgeon, mayor of Ko-
komo, in an attempt to stop the strike, he
said.

24

EXHIBITORS HERALD

October 8, 1927

Double Feature Prevents Loss
On Weak Film, Says Clarke

Manager of Eastman Theatre Also Declares Opposition to Elaborate
Shoiv Overshadoiving Film

(Special to the Herald)

NEW YORK, Oct. 4. — Wide comment has been aroused in different
branches of the industry by the address of Eric T. Clarke, general
manager of the Eastman theatre at Rochester, before the conven-
tion of the Society of Motion Picture Engineers at Lake Placid. One
outstanding statement of Mr. Clarke was that he had found the running
of double features in bargain bills as the best solution of the problem of
using up the lesser pictures signed for under block booking.

THE picture is the most important
part of the program and “I side against
those who attempt to build an elaborate
show that will overshadow the film,” Mr.
Clarke also declared.

The double-feature policy was adopted
after the split-week had proved not feasi-
ble, the speaker declared.

No Shorts at Piccadilly

“It is unusual in our part of the coun-
try to have a double feature-first run
policy,” he said, “but I am so well con-
vinced of the merit of the plan that we
now devote the Piccadilly to nothing
else. By taking care in the pairing of
the features we find a steadier patronage
than we ever knew before. Even if the
average customer does not enjoy one of
the features he will probably find satis-
faction in the other. By this plan we
have at least found a healthy outlet for
the Westerns which each company now
insists on making and including in the
general line. We continue a weekly film
news to space the film apart, but all
short subjects, both single and double
reels, have been eliminated from our
Piccadilly theatre.

“Whatever the argument for buying
blocks of features in order to get the
good ones, I can see no justification in
our loading ourselves up with comedies
beyond our actual requirements. For the
present year, at any rate, the market is
overstocked with comedies.”

Mr. Clarke sticks to the two-hour
show at the Eastman and Regent thea-
tres, declaring that “the present craze
for big spectacles, lavish presentations,
costly stangebands is only a passing fad.”

Says Theatres Imitate Roxy

After outlining the origin of presenta-
tions, the decadence of the vaudeville
theatre and the rise of the large motion
picture houses, Mr. Clarke said:

“ All deluxe theatres in New York
live on the remains of RothafeVs
policies. His has been the one origi-
nal mind in de luxe presentation.

When he, graduating from a 5,000-
seat theatre, opens one seating 6,200
his competitors are tempted to follow
his ways, only more so. The Capitol,
having a better line of pictures than
the Roxy can get, contents itself with
increasing the orchestra to 85 men.

The Paramount slaps on massive acts
of tinsel and gaudiness. The Roxy it-
self is not immune from the disease.
There they slash away at the 11,960
feet of What Price Glory until it can
be run in 90 minutes. Why?

“Well, anyhow, they made room for a
prologue lasting for half an hour. But
the prize spectacle could be seen at the
Paramount this past summer when the
Whiteman band so completely dominated
the electric signs and newspaper ads
that the feature was quite lost in the
shuffle — and this in the house owned by
the producers!”

Clarke declared the situation has be-
come “topheavy,” though “Rothafel with
his immense reputation can doubtless get
away with it” and “already others like
Hugo Riesenfeld are talking about the
Dignity of the Simplicity of Presentation
and making capital of the opposite.”

“No Substitute for Films”

Then the speaker, emphasizing that
“there is no effective substitute for the
movies,” went on to classify pictures ac-
cording to importance, placing the long
feature first, then the news reels and
thirdly other short features. Next to the
pictures he placed projection as of vital
importance, orchestral accompaniment
coming next.

The speaker emphasized the value of
what he calls his scenario department,
built up to separate the “What” from the
“How.”

Mr. Clarke in conclusion emphasized
the value of the short feature comedy,
saying, “A short film, light in character,
is necessary as a ‘chaser’ to follow up
any feature which may end in a somber
note.”

Baker Proves Identity
with Herald Story

( Special to the Herald)

LOCKHART, TEX., Oct. 4.—
Colonel A. D. Baker, pioneer
Texas exhibitor whose picture re-
cently appeared in the Herald, in
connection with a story about his
promotion campaign recently had
an experience which seems to
prove the value of Herald pub-
licity.

Colonel and Mrs. A. D. Baker
were traveling in their car through
Texas when Mrs. Baker lost a
valuable diamond ring. Reporting
their loss to the police the ring
was traced to Lubbock, Tex.,
where it had been recovered by the
sheriff.

When Colonel Baker arrived at
Lubbock the sheriff demanded
proof of Baker’s identity. The
usual lodge cards, automobile li-
cense, and other papers which
nearly every authority accepts as
proof of identity were refused by
the sheriff. It looked for a minute
as if the sheriff would demand
others means of identification.
Finally Colonel Baker produced a
copy of Exhibitors’ Herald con-
taining his picture and the story
about him. “Well that’s you all
right,’’ said the sheriff after care-
fully examining the picture. The
ring was recovered and Mr. Baker
went on his way.

Atlanta Theatres Take
on New Life as 6000
Students Begin School

(Special to the Herald)

ATLANTA, Oct. 4. — With the arrival
last week of several thousand students,
and with indications of a total enrollment
in Atlanta’s colleges, of more than 6,000,
new life surged in the veins of theatre
managers.

Despite the fact that September 5th
formally ushered in a new season, the
month has been dull. An intense heat
wave and temporary drought took their
toll at the box offices, following Labor
Day week, which was exceptionally good.

King Tut Theatre
At Eastland , Texas ,
Destroyed by Fire

(Special to the Herald)

OKLAHOMA CITY, Oct. 4— The
King Tut Theatre was destroyed by fire
last week.

Among the new theatres opening in Texas are:
the Lindsay at Lubbock; the Mertson, Mertson;
T.iberty, Rosenburg, and one at Ladonia. The
Texan theatre, at Tulia, and a theatre at Alice,
will be opened soon.

Clarence Drinkard has sold his interest in the
theatre at Eden, Texas to Sanders and Kellis.

Wilbur, aged 13, son of R. E. Griffith
of the Griffith Amusement Co., Okla-
homa City, died recently at Dallas from
diptheria.

Fate of Dog Races in
Texas Hangs in Balance

( Special to the Herald )

HOUSTON, Oct. 4. — William Glover,
Houston attorney, stales that he will, in
the near future, file an injunction for per-
manent restraint of dog races in the State
of Texas at the capital in Austin. This
means that dog races in Texas will hang
in the balance.

Price War Looms in Houston Theatres

With Opening of Loew’s New State

( Special to the Herald)

HOUSTON, Oct. 4. — What promises to be the most incessant price war in
the history of Houston amusements looms on the horizon with the opening
of Loew’s new State theatre, Oct. 15. Heretofore, prices in Houston were
graduated according to the value offered by the theatre, but Loew is setting
a matinee price of 15 cents from 12:30 to 2 p. m.

The Metropolitan, Publix house, and the Majestic, Interstate, will feel
more keenly the competition of the low admissions than any other Houston
theatres, as they offer more of the same class of entertainment than the State
will give to its patrons. The Met has a bargain matinee of 25c Irom 11 to 1
p. m. on week days, with complete show being offered, but even so, the attrac-
tions will not be able to compete withLoew’s in quantity, even if the quality is
a par — or sometimes better. The Majesic, offering the same type of enter-
tainment that the State will present, and charging 25c from 10:45 to 1 p. m.,
will probably suffer more acutely than the Met.

October 8, 1927

EXHIBITORS HERALD

25

Bout Film Showing Proves

Shipment Ban Dead Letter

Pictures Available in
All Cities; Few Arrests

One Theatre Closed Two Hours , Then Allowed to
Run Film Again — Public Protests Law

By ERNEST A. ROVELSTAD

The travesty of attempted enforcement of the law against interstate ship-
ment of fight pictures despite public disapproval of the law is evidenced in
the record of the screening of the Dempsey-Tunney bout in theatres through-
out the country.

Authorities Passive in Some Cities

Federal authorities in some cases are making no efforts whatever to stop
the showings. In several other cities the theatres are paying the fines and
then proceeding to run the films without any interference. In a few cases
the exhibitors have refrained from showing them, following official threats
of legal action. For the most part, however, the law is considered a dead
letter as far as effective prohibition of such showing in other states is con-
cerned; indeed, the law does not prohibit actual exhibition of the films.

FIGHTING
IT OUT

SAN FRANCISCO. — Manager and staff
arrested and injunction is filed to stop fur-
ther showing.

HOLLYWOOD. — Grand jury indicts two,
but films are being shown in several the-
utres .

NEW ORLEANS. — No action taken in
New Orleans and theatre shows at 99-cent
admission.

MINNEAPOLIS. — Federal authorities
have not interfered with showing, and film
is being widely advertised.

PITTSBURGH. — No prints have reached
the city.

DETROIT. — Federal authorities seek
means of preventing showing in a dozen
theatres; one man is arrested.

SEATTLE. — Federal authorities on watch
for film transporters; admit there is no way
to stop showing after film gets in.

PORTLAND. — Film is shown under aus-
pices of American Legion; censor board
tries to get film without ivarrant.

DES MOINES. — No attempt has been
made to sell the films in Icnva.

ATLANTA. — No attempt has been made
to show the films in this territory.

INDIANAPOLIS. — Two theatres experi-
ence no difficulty in showing film.

KANSAS CITY. — Authorities confiscate
one film and take steps to confiscate two
more.

CINCINNATI. — Exhibitors not inclined to
show film.

COLUMBUS, 0. — No attempt to show pic-
tures has been made.

ST. LOUIS, — William Sievers is given
three months in jail and fined $ 1000 for
transporting films.

OMAHA. — No shoiving has been attempt-
ed.

BUTTE. — Thousands see pictures at
American theatre.

OTTAWA, ONT. — Films are permitted in
all provinces and are being shown.

NEW' YORK. — No shoiving has been
given, but films are shown in Newark. N. J.

DENVER. — District attorney warns tliea-
tremen against showing.

PHILADELPHIA. — No showing has been
given after trouble with Dempsey-Sharkey
film screenings.

Glencoe Gives Vote on
Theatre Permit by Mail

(Special to the Herald )

GLENCOE ILL., Oct. 4.— Will Glencoe
have a motion picture theatre? At present
there is no theatre there and a permit to
build one has been asked of the village
board. The board sent out questionnaires
to the citizens and they will give their opin-
ion by mail.

Publix Officials Laud
Blank Managers ’ Work

(Special to the Herald)

DES MOINES, Oct. 4. — Managers of
the A. H. Blank houses under the Pub-
lix banner are walking on air this week
as the result of a meeting held here
recently, called by the Crabell-Schneider
combination from the home office of
Publix, New York City.

Two of the storm centers are San Fran-
cisco and Los Angeles. Tex Rickard, who
promoted the fight in Chicago, was named
in a warrant issued in San Francisco and
the warrant was telegraphed East for his
arrest. Eugene Bennet, acting U. S. dis-
trict attorney, declared that Rickard must
appear there October 12 for a hearing.
This action followed the arrest of W. P.
Cullen, manager of the Capitol at San
Francisco, and eight others for the show-
ing of the film there.

In Los Angeles subpoenas have been
served upon the management of Bard’s
theatre and two indictments have been re-
turned, one against T. R. Gardner, thea-
trical booking agent.

In St. Louis William Sievers was given
a three months’ jail sentence and fined
$1,000 after he pleaded guilty of transport-
ing films. He was formerly fined $600 for
transporting the Dempsey-Sharkey films,

Newspaper Strikes at
Fight Film Showing

In an editorial in the October 3
issue of the Chicago Herald
Examiner, the showing of fight
films is thoroughly scored. In
part the editorial says, “ The pur-
pose of the law is not an aimless
debate on the technical bounds be-
tween federal and state authority,
but to strike at a vicious and
debasing peril It is obviously
insufficient to arrest only man-
agers, ticket takers and other
underlings of theatres exploiting
brutality upon the screen. It
should reach the president and
board of directors of the theatre,
who determine its policy and with-
out whose consent the debasing
exhibit would not be hazarded.
They should be padlocked just like
law-breaking booze joints.”

In a caption under a cartoon in
another issue of the same paper
there appeared this: “ The fight
exploiting film theatre poisons
human minds and spreads an infec-
tion of demoralization throughout
society.”

and expected nothing more than a fine this
time.

Following is the status in key cities
throughout the United States, as deter-
mined by a Herald survey :

Nine Arrested in Frisco

(Special to the Herald)

SAN FRANCISCO, Oct. 4. — Manager
W. P. Cullen of the Capitol, the publicity
man, the film director and ushers and four
others were arrested and released under
$500 bail. The theatre manager says he
has a right to show the fight pictures be-
cause he does not know where the films
came from.

An injunction to prevent further showing
was filed Friday and Federal Judge Ker-
rigan will hold a hearing today on the
Capitol case. Department of Justice auth-
orities have indicated they are content to
have this test case settle future policy.

Exhibitors Visit Grand Jury

( Special to the Herald)

HOLLYWOOD, Oct. 4.— The grand jury
has returned two indictments here. One
is against T. R. Gardner, theatrical booking
agent. The other is not known.

The fight films are now being shown
in several theatres throughout the city
and are widely advertised. Gardner is
said to have rented the films to a local
theatre and the grand jury is said to
believe he is connected with their entry
into California from Chicago.

Several Hollywood exhibitors appeared
before the grand jury to testify but could
give no information as to how the films
were transported here. Mark Hanson,
owner of the Marcal ; H. M. Paier, man-
ager of the Marcal, and Roy Schnower,
manager of the Marquis, appeared and
were told there would be no interference
with showing of the films.

Subpoenas were served last Wednesday
upon the management of Bard’s theatre
ordering the management to deliver the
fight prints to federal officials.

St. Louis Man Sent to Jail

(Special to the Herald)

ST. LOUIS, Oct. 4. — William Sievers
was sentenced today by Federal Judge Paris
to serve three months in jail and to pay
$1,000 fine upon pleading guilty to interstate

( Continued on page 32)

26

EXHIBITORS HERALD

October 8, 1927

Re-Tak es

Sax Returns to Hollywood from
Sessions with Independents

Norma Shearer and Irving Thalberg on Honeymoon — Turnbull Joins
DeMille — Gliese Sues Fox Films
By RAY MURRAY

HOLLYWOOD, Oct. 4. — Sam Sax, president of Gotham Productions,
Inc., and one of the leaders of the independent producers, returned
to Hollywood last week after holding several conferences with in-
dependent distributors in the East. Mr. Sax for the past six weeks has at-
tended exhibitors’ conventions to study the needs of theatre owners whose
picture houses are not producer-owned or in affiliation with large chains.
He will meet with local independent producers and indicate what position
they must assume with regard to production during the coming season.
He is now producing at the Fine Art Studio.

ROBERT KANE, unit producer for First
National, arrived here last week with
Ben Lyon, who will be starred in the Kane
productions to be
made on the West
Coast. The pro-
ducer stated that
shooting of Lyon’s
next picture will
start as soon as a
suitable story has
been chosen and a
cast selected.

* * * *

The wedding of
Norma Shearer,

M-G-M star, and
Irving Thalberg,
associate pro-
ducer, took place
at 4:15 p. m., last
Thursday in Thalberg’s new home in Bev-
erly Hills. Louis B. Mayer, vice-president
of Metro-Goldwyn-Mayer, acted as best
man. Miss Shearer was given in marriage
by her brother, Douglas Shearer. The maid
of honor was the bridegroom’s sister,
Sylvia Thalberg, while those who acted as
bridesmaids were Edith and Irene Mayer,
Marion Davies and Bernice Ferns. King
Vidor and Jack Conway acted as ushers.
The couple left on a honeymoon as soon as
the ceremony was over.

* * *

Turnbull Joins DeMille

Hector Turnbull, who has been affiliated
with Paramount-Famous-Lasky since the
earliest days of that organization, as a
writer and producer, and up to the time
of his association with B. P. Schulberg was
responsible for- all productions at Para-
mount’s West Coast studio, recently re-
signed from that organization and has
joined the Cecil B. DeMille forces, as an
associate producer. Mr. Turnbull will as-
sume his new post early this month.

Leo, the Metro-Goldwyn-Mayer lion,
is being brought back to Culver City

“Foreign Legion” Extras
Strike for More Pay

(Special to the Herald)

HOLLYWOOD, Oct. 4. — One
hundred extras declared a strike
Saturday when they were due for
work at 6 a. m. on a Universal lo-
cation at Guadalupe, Cal. They de-
manded $7.50 a day, instead of
their regular $5 a day wage. Ed
Sloman, who is directing “ The For-
eign Legion,” the picture upon
which they were working, said “I
will finish the picture without
you.” Twenty-five of the extras
remained with him, however, at
their regular salary.

after his thrilling experience in an at-
tempted nonstop flight from San
Diego to New York City. Neither
Martin Jensen, winner of second prize
in the Dole-Honolulu flight, who was
piloting the plane when it came down
in Arizona, nor Leo was injured in
the forced landing on a steep moun-
tain climb.

sk sk *

Rochus Gliese, motion picture art direc-
tor who worked nine months supervising
sets for Fox’s “Sunrise,” has brought suit
for $100,000 damages against the Fox Film
Corporation. Gliese claims he was brought
from Germany June 5, 1926, to work as art
director on the production. Last Septem-
ber, according to the complaint, the film
corporation had published in a New York
newspaper an article stating that one Ru-
dolph Scharff had been brought from Ger-
many to construct sets for “Sunrise.” Gliese
claims Scharff was never out of Germany.
Through the publication of this alleged ar-
ticle Gliese states his reputation has been
damaged to the extent of $100,000.

sj: sk sk

Lasky and Wanger in East

Jesse L. Lasky, first vice president of
Paramount and Walter Wanger, general
manager of production, left last week for
New York with data on production which
they will present at the semiannual sales
convention of Paramount in Chicago the
latter part of October. At the convention
the Paramount product for the first half of
1928 will be mapped out to the salesman-
agers brought in from all over the world.
For the current year 297 pictures are on
the production schedule and, virtually all
these pictures are being made in Holly-
wood.

5^ Sk 5*1

Marion Mack, motion picture actress
who was lost for four days on the
Mojave Desert in an attempted air-
plane flight to Chicago, returned to
her home last Tuesday. She has been
under the care of her physician fol-
lowing her thrilling experience. Frank
Tomick, her pilot, was able to fly the
machine back to Hollywood after
making minor repairs.

* * *

Carries Contract Fight to Court

In an attempt to break her contract with
Frank A. Woodyard, her manager, Lupe
Valez, 17-year-old Mexican actress, is ap-
plying to the courts to decide whether she
was 17 years old or 18 when the contract
was made. Miss Valez played opposite
Douglas Fairbanks in “Over the Andes,”
not yet released. Mr. Woodyard is seek-
ing to collect 25 per cent of her earnings
under his contract. If the court finds that
she was a minor the contract is null and
void ; if not, the contract holds.

* * *

Lillian Gish, M-G-M star, has filed an
answer to the superior court to the suit of

YX/ELL, things were pretty quiet
** around Hollywood last week. Only
a couple of weddings, four new movie
companies formed and four went broke.
A person could buy enough film of these
defunct companies to run his theatre a
year, if he didn’t care what his patrons
said.

* * *

The Tunney-Dempsey fight is all over
but the fight still goes on in the courts
over the films of the fight. It seems it’s
all right to send stills of the fight any-
where but when you ship a film from one
state to another, it’s a terrible crime.

* * *

Good Location

When an actor gets pinched and
thrown into the hoosegow here he
spreads the news he’s on location.

* * *

Can’t Be Done

There has been so many holdups on
the Coast of late the ladies are carrying
their money in their shoes. You just
can’t hold up your hands and take money
out of your shoe.

?k ^ sk

Just Out

We called on a film official the other
day and to our surprise he wasn’t “in
conference.” He was in Europe.

* * *

Gosh No

There’s this to be said of husbands
nowadays. They don’t hide behind their
wives’ skirts.

sk * *

“Save Muh!”

1 see where the coeds at Berkeley,
Cal., university are to act as lifeguards
next summer. What a place for a timid
fellow who can’t swim.

* sk sk

More Producers

We ought to have twice as many pic-
tures next year as in the past year. The
University of Southern California has
opened a night school for those who
want to study motion picture making.

* * *

Receivers Is Right

Did you read where the receivers in
the Chaplin case were paid $15,000?

* * *

Famus Last Words

“For another $5,000 we can make this
a super production, Mister."

* * *

“Hasten, Meadows, the tux. ‘Loves of
Carmen’ opens Friday.”

— R. M.

Charles H. Duell, New York attorney and
head of Inspiration Pictures, in his claim
for $5,000,000 damages for asserted breach
of contract.

* * *

Ryan Managing Metropolitan

Phil Ryan has assumed active manage-
ment of the Metropolitan Studios.

sk 5k *

William LeBaron, vice president in
charge of production at F B O, has ap-
pointed Lynn Shores as his assistant.

* * =k

Hal Roach, producing comedies for
M-G-M, returned last week from a month’s
business trip to New York. While in Man-
hattan he discussed the formulation of
sales and production plans with officials of
Metro-Goldwyn-Mayer. He also attended
the International polo matches, while in
the East, as he is an ardent poloist.

October 8, 1927 EXHIBITORS HERALD 27

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of October 8

by

the Camera

Mayor “Jimmie” Walker, back on Broadway after a trip abroad, cherishes as one incident the novel entertainment given him
at the Hotel Ambassador in Rome by Hearst representatives. International Newsreel and M-G-M News photographed his visit
from start to finish and then screened the films before Mr. and Mrs. Walker and other distinguished guests. Left to right.
Lorenzo Romagnoli and G. M. Albertelli, M-G-M News; Umberto Romagnoli, International; Mayor Walker; Harol Horan, Uni-
versal News Service, and Baron George Wrangel, International News Service.

Audree Sayre will make her bow
to American audiences in “Con-
fetti,” First National’s first Brit-
ish-made production now being
filmed at Nice.

A“reg’lar” sheikess, or sheba, this. Of course
it’s not the way Bebe Daniels is garbed for
her new Paramount, “Miss Jockey.” This is
how she looked for “She’s a Sheik,” which
was completed this summer.

Leaders of the industry are
mourning the death of Walter
Hays, one of the original fran-
chise holders of First National
and an outstanding executive.

28

EXHIBITORS HERALD

October 8, 1927

Meet the West Coast publicity staff of United Artists. Standing (right): Russell
Phelps, Buster Keaton and Herbert Brenon productions; and John P. Miles
(Norma Talmadge, the Duncan Sisters, D. W. Griffith). Seated (L to R):
Lance Heath (Gloria Swanson), Lulu Case Russell, magazine department; Mark
Larkin (Mary Pickford, Douglas Fairbanks); Beulah Livingstone (Joseph M.
Schenck Enterprises), and Weed Dickinson (John Barrymore, Corinne Griffith).

“It Aint Gonna Rain No Mo’ ” on me,
says pretty Ginger Rogers, presenta-
tion artist. Ginger opines “her” Jack
Dempsey will protect her in all
weather — rain or shine. That certain-
ly looks logical, doesn’t it?

William Boyd, De Mille-Pathe star, shows
Gladys Debs, Chicago Pathe stenographer,
one good reason why he won’t ask a long
count in “The West Pointer,” Donald Crisp
picture being made in the Blast.

It’s supposed to be
jam and maybe
“Home Mad e.”
That’s Johnny Hines’
new F-N picture.

We simply had to have a pumpkin picture,
for — ah — the pumpkin pie season is upon
us. Barbara Worth of Universal is letting
the flowers say it, while Mr. Hobgoblin grins.
A real “cutup” fixed this pumpkin.

“Hold that smile!” And Mary Philbin,
Universal star, dutifully holds it for
Willy Pogany, the artist. Miss Philbin
will play Dea in “The Man Who

Laughs.”

If Dolores Costello, star of Warner Brothers’ “The College Widow,” is going
to autograph a football for each member of the football squad of the Univer-
sity of Southern California, she is embarking upon a long job. We rather
imagine there will be a lively scramble for the ball. Not a bad idea for
coaches in teaching players to hold the pigskin.

October 8, 1927

EXHIBITORS HERALD

29

It may be that Dorothy Dix, playing
in Hal Roach comedies for M-G-M
release, is thinking life is but a bub-
ble or some such light philosophy.

It’s on her fingertips, you note.

When D. W. Griffith started work on “Drums of Love,” his first United Artists
picture under his new affiliation, this goodly assemblage was placed within camera
range. Griffith entertained the press on the set. In the center are (L to R)
Don Alvarado, Mary Philbin, Griffith (behind, in light suit), Dr. Frank Crane,
Corinne Griffith and Louis Milestone.

Four members of the original cast of “Abie’s
Irish Rose” remember Anne Nichols (left),
the author, with a bouquet. Paramount
will screen the play. The others are Charle
Delignemare and Evelyn Nichols.

New picture of a new
production editor —
Malcolm Stewart
Boylan of Fox (“Her-
ald” photo).

If there’s anything Judge Ben B. Lindsay likes
it’s to be with children, and the famous juve-
nile judge is in his element here with Hal
Roach’s “Our Gang,” making M-G-M com-
edies.

13 seems to have been lucky for all these extras, but especially nice for the sixth from
the left, who is holding an apple, signifying she was chosen to play Aphrodite in First
National’s “The Private Life of Helen of Troy. She is Alice Adair. The thirteen were
in the finals and all are extras in Hollywood picturedom. They’re what the circus
billposter would term a “powerful personification of pulchritude.”

A young constellation of stars
meets at the F B O studio.
Frankie Darro (left) is from
the circus, Buzz Barton from
the West.

30

EXHIBITORS HERALD

October 8, 1927

Capitol Inaugurates 5 Deluxe
Shows Weekends, Holidays

Thirty Dollar Publicity Job Offers of Kennedy Bring Flood of
Applications — 600 from Fleet See “ Underworld
By JOHN S. SPARGO

NEW YORK, Oct. 4. — When the Capitol theatre inaugurates its new
and greater entertainment policy beginning next Saturday, the new
program schedule which goes into effect on that day provides for
five deluxe performances on Saturdays, Sundays and holidays.

T N order that the public will be adequately
-•-received, Major Bowes plans to have the
doors opened daily at 10:45 a. m. with the
first performance beginning at 11 o’clock
New Lobby and Marque

The audiences attending the inaugural
program will further be greeted by an en-
tirely newly decorated lobby and a new
marquee, expressing the spirit of the new
type of entertainment. Interior and ex-
terior decorations will add to the general
atmosphere of the new and greater Capitol.

Not so very long ago, before the Para-
mount theatre was built, and the Roxy
was only a plan, there were many who
worried over Broadway being overseated.
Now get this :

Receipts at the Roxy theatre since it
opened last March 11 have passed the
$3,000,000 mark.

* * *

’Stough about Refreshments

Pete Harrison, who knows his exhibitor
and likewise his producer, gives the for-
mer or both a little sage advice, as fol-
lows :

In other words, it will be considered
highly unethical for any exhibitor
delegate to call on a producer or a
distributor while the conference lasts,
or to accept any favors from him,
whether it be in the form of refresh-
ments or in any other form. He may-
do just as he pleases afterwards.

’Stough about those refreshments.

* * *

H. E. Hart, manager of a chain of the-
atres in Auburn, Butler and Warsaw, Ind.,
was in New York last week on business,
connected with large improvements in some
of his theatres. The Court, at Auburn, is
being extensively remodeled and a large
new organ is being installed. Mr. Hart’s
houses are the Court and Empire theatres
at Auburn, the Crystal, Butler, and the In-
diana and Strand at Warsaw.

* * *

$30 Job Has Its Appeal

A thirty-dollar a week job has its appeal
even though that job is only to last eight
weeks. But maybe the appeal is a trip to
Hollywood on a chance to get an insight
into how publicity is handled.

In a recent issue of Screenland Maga-
zine, Joseph P. Kennedy, president of
F. B. O. Pictures, announced he would give
an eight-week job in the F. B. O. publicity
department, at $30 a week and transporta-
tion to the young man whose letter of ap-
plication revealed him as best suited to the
position. If the boy made good, he would
be retained.

For the last month, Screenland Magazine
has been flooded with letters. They came
from all over the United States. Gradu-
ates of Harvard, Yale and Princeton ap-
plied for the job; short story writers,
actors, dozens of newspaper men and col-
lege men, a man whose name is interna-
tionally known as a former politician ;
salesmen, artists who would rather write
than paint, and scores of others, all anx-
ious to get into picture work.

Tulsa Reporter Chosen

After a week of reading and rereading
letters of application, Mr. Kennedy finally

selected the winner. He is John H. Moyni-
han, a reporter on the Tulsa Tribune,
Tulsa, Okla. When Mr. Kennedy learned
that Mr. Moynihan is married and the fa-
ther of a 2-year-old youngster, he not only
sent transportation for Mr. Moynihan but
for his wife and baby as well. Mr. Ken-
nedy, who is himself the father of seven,
did not want to separate the young Moyni-
han family.

Mr. and Mrs. Moynihan are now en
route from Tulsa, and the young embryo
publicist will report at the F B O offices
today.

* * *

600 from Fleet at “Underworld”

Six hundred apprentice boys, from the
U. S. Atlantic Fleet, now anchored in the
North river, marched behind the U. S. S.
Florida’s band to see “Underworld” at the
Rivoli last Friday at 11 a. m.

Six great battleships of the U. S. Atlan-
tic Fleet are now anchored in the North
river where they are giving the men recre-
ation and resting after their strenuous ma-
neuvers in the Southern drill grounds.

Among the men in the fleet are 600 ap-
prentice boys, just from the U. S. Naval
Training Stations, who are serving their
probation period before becoming ordinary
seamen. Desiring to entertain these boys
with a definite schedule, and not let them
wander the city alone, Commander Bryan,
fleet morale officer, came on to New York
in advance and arranged for these boys to
visit the Rivoli in a body.

* * *

“Loves of Carmen ” Held Over

On account of the unusual success of
“Loves of Carmen,” in which Dolores Del
Rio has scored a great personal triumph,
S. L. Rothafel, “Roxy,” has decided to
hold it over a second week. Roxy’s strik-
ing stage presentation, “Impressions of
Carmen,” likewise will remain.

* * *

General Salesmanager Ed J. Smith of
Tiffany Productions left last week for a
short visit to six Tiffany exchanges, where
important negotiations are now under way
regarding booking on the 24 long features
to be delivered by Tiffany for the new sea-
son.

Mr. Smith’s itinerary calls for stopovers
at Buffalo, Chicago, Milwaukee, Omaha,
Kansas City and St. Louis. He will be
gone about ten days.

Screen Pistols Prompt
Crime, Says Minister

(Special to the Herald)

ST. JOE, ARK., Oct. 4.— Rev.
John Byrd, pastor of a small
church near here, charged during
a sermon that the great increase
in murders throughout the country
is directly due to the motion pic-
ture films that make prominent
“shootin’ irons,” and he advocated
censorship to eliminate all two-
gun displays and badmen.

English War Picture
to Be Banned Because
of Technical Errors

Anti-Red Picture to Be Filmed
by German — English
Enterprises

( Special to the Herald)

LONDON, Oct 4. — J. V. Bryson,
managing director for European Motion
Picture Co., is in trouble again. It is the
Air Force now. Bryson does not
understand British patriotism, nor the pride
which all men serving with the British
forces feel in their respective units. So
he invited a number of Air Officers, and
others connected with the Air Force, to his
trade show of “War Hawks,” a film which
he had just renamed. It was previously
called “The Lone Eagle.” It now trans-
pires that it is literally full of technical
errors. It shows the officers and men of
the Royal Air Force, wearing badges of the
Royal Flying Corps, which at the time the
story is laid had been disbanded. It also
shows an Air Force officer being saluted
by a mechanic who is hatless, and the two
afterwards go to the buffet and take cof-
fee together. It simply is not done, but
J. V. Bryson’s film is almost certain to be
within the next few days, for the Air
Ministry is making representations to the
censor who will, it is confidently believed,
place a ban upon the film.

* * *

Sir William Jury Resigns

Sir William Jury regarded as one of the
pioneers of the cinema in Great Britain,
bas sold his controlling interest in Jury-
Metro-Goldwyn to the Loew Company, and
is forwith retiring from active manage-
ment.

* * *

Phonofilms has Changes

Changes in the Board of De Forest
Phonofilms portend big changes in the com-
panies activities.

J. W. Schlesinger, the South African
impressario, has become chairman in suc-
cession to Sir George Hamilton. Three of
the directors, Sidney Bernstein, the well-
known progressive and theatre owner,
Robert Taylor, and E. J. Oakley have re-
signed and C. V. Hill and A. J. Stevens
have been elected to the board in their
stead.

Expect Fireworks at
T rade Practice Confab

( Continued from page 17)
members, but, according to O’Toole, the
committee will begin to function immedi-
ately after the close of the conference.

Commission Officials
Refuse to Comment

( Washington Bureau of The Herald )

WASHINGTON, Oct. 4.— While reports
from New York indicate that protests have
been filed with the Federal Trade Com-
mission over the manner in which exhibi-
tor delegates to the trade conference in
New York October 10 are to be selected,
and also over on offer by President Wood-
hull of the M. P. T. O. A. to act as proxy
for any exhibitors who cannot attend,
officials of the commission here have
adopted an attitude of silence and refuse
to make any comment on recent develop-
ments.

M-G-M Signs Spence

(Special to the Herald)

HOLLYWOOD, Oct. 4.— R a 1 p h
Spence, who writes titles at $100 each,
has just signed a two picture contract
with Metro-Goldwyn-Mayer.

October 8, 1927 EXHIBIT ORS HERALD 31

First-Run at Albany Suffers
By Laxity on Short Features

[The day of the “filler” idea, as far as Short Features are concerned, is
over in the main, exhibitors agree, but not all have “seen the light ” as
yet. This was evidenced in this department of the “Herald” last week in
a survey of the use of accessories in the South. This week the situation
in Albany is reviewed, with reference to the attention paid by the ex-
hibitors to the booking of their Short Features.]

(Special to the Herald)

ALBANY, Oct. 4. — Isn’t it about time that more attention was paid to
the short feature part of the program at many of the motion picture thea-
tres? This question was raised by a patron at one of the largest theatres
in this city one night last week, as he left the house after witnessing a
good feature, but with the evening more or less spoiled through the use of
extremely short feature stuff of little or no entertainment value.

Program and Theatre Pay Penalty

This part of the program gave every evidence of little or no thought in
the pictures that had been selected by the management. As a direct re-
sult, the long feature, as well as the theatre itself, suffered, the first through
having many persons remain at home who ordinarily would have seen the
picture but had heard the remainder of the program was of a decidedly non-
descript sort. The theatre suffered through this lost patronage.

Pathe News Sheet
Enlivened by Cuts

The announcement sheet of
Pathe Neivs is now sporting a
new makeup, and the change
makes it decidedly more inter-
esting. The sheet for the Sep-
' tember 21 issue, for example,
contained three pictures on its
first page. They were stills of
views contained in the news \
reel, and helped give a better
idea of the news events.

Week Devoted
To Short Film
By West Coast

Short Features had their day — or
rather week — in the Greater Movie
Season conducted by West Coast
Theatres, Inc., and the setting aside
of one week of the campaign for
emphasis upon short product estab-
lished a precedent for the conduct
of such drives.

There is general agreement that
the result was a definite benefit in
building up public appreciation of
Short features, as well as apprecia-
tion by the theatre staffs them-
selves.

Harold B. Franklin, president of West
Coast Theatres, designated September 15th
as the lead-off day for the observance of
Short Subject Week.

Cooperation of makers of Short
Features teas solicited. Christie, Hal
Roach, Educational, International,
Paramount, Metro - Goldwyn - Mayer,
Pathe and all other short subject
makers participated in the week.
Many personal appearances were held.

“Our Gang,” featured in “Our Gang
Comedies,” appeared personally at
the Metropolitan theatre in Los
Angeles. Lupino Lane appeared at
both the Metropolitan and the Loew’s
State, Los Angeles. Charley Chase
went on the stage of Grauman’s Egyp-
tian, and many other actors and ac-
tresses appearing in the short come-
dies visited other West Coast theatres.

The West Coast institutional advertising
featured the Short Subject as another plum
of Greater Movie Season. All theatres de-
voted trailer, lobby, program and individual
ads to playing up their featurette attrac-
tions and newspaper stories were printed
about Short Subject Week.

Not only were the Short Features of
little or no account, but there was a
flickering on the part of the pictures
shown, the whole tending to indicate
laxity of management somewhere along
the line. And this, bear in mind, was not
at some little neighborhood theatre or
some ten cent house, but it took place at
one of the city’s leading first run thea-
tres where the highest prices in the city

NEWSPICTURES

M-G-M NEWS NO. 13 All Paris cheers as Amer-

ican Legion marches through city in triumphal

parade Anti-aircraft guns at Aberdeen, Md., are

given tests Nine men jump from same airplane

in 18 seconds at the naval air station, Washing-
ton.

PATHE NEWS NO. 78— Legionnaires honor heroes
of St. Mihiel, and city of Paris is decorated for
returning Yanks— Lacoste beats Tilden at Forest

Hills, N. Y., for tennis crown King and queen

of England at Braemar, Scot., see Scotch clans
gather.

INTERNATIONAL NEWSREEL NO. 78— People of

France give tremendous welcome to Leg'on

Glimpses of the Dempsey-Tunney fight — Camera-
man gets thrills when he photographs world's
loftiest dam at Pacoima Canyon, Cal.

FOX NEWS NO. 104 Second A. E. F. lands at

Cherbourg, France, for convention Smart set

of Europe gather at Biarritz, France, for sum-
mer season's climax— Girls at Lake Hopatcong
stage thrilling race on aquaplanes.

PARAMOUNT NEWS NO. 18 Legionnaires parade

in Paris— Nine men at Anacostia, D. C., jump
from same plane and land safely— Girl swim-
mers of Japan meet at Tokyo for championship
races.

KINOGRAMS NO. 5330 Millions of people see

parade of Legionnaires in Paris— C. W. Holman

of St. Paul wins New York to Spokane flight

Nine men in parachutes leap from airplane at
Anacostia, D. C.

are charged and generally the super-fea-
tures are first shown.

This same theatre has long made it a
practice to cut its newsreels, despite
argument after argument that has been
advanced by managers of film exchanges
handling these reels, who contend that
motion picture theatre patrons today are
demanding the latest and best in these
reels.

There is one thing that must be said
about many of Albany’s residential thea-
tres, and that is that while they may not
be perfect in the way of ventilation, and
their seats may not be of the latest type,
great attention is paid to obtaining the
finest possible projection.

The sort of bill handed out in the way
of entertainment at the house that was
so much criticized last week through its
Short Features resulted in an inquiry at
many of the theatres in Albany, Troy
and Schenectady, as to just what pains
are being taken these days towards a
well balanced bill, and just how much
thought is given to the short subject end
of the program. The answers were
rather surprising.

Many of the exhibitors admitted they
simply asked for “a comedy,” or “some-
thing to fill in with,” and gave no fur-
ther thought to that part of the pro-
gram, depending almost entirely upon
the feature to please their patrons and at
the same time maintain the theatre’s
standard. As a result, some of these
houses have lost patrons who have
found it to their advantage to seek en-
tertainment at other houses where man-
agers and owners take the trouble to
buy pictures suited to their patrons and
where the Short Feature is given the
attention it so rightfully deserves.

32

EXHIBITORS HERALD

October 8, 1927

P. & A. i-hoto

William P. Cullen, manager of the Capitol at San Francisco, was forced to return
the admission prices to a crowded house when U. S. Marshal Fred Esola arrested
Cullen and four other theatre employes for showing the Dempsey-Tunney
pictures.

Showing of Bout Films
Proves Shipment Ban
Law Is Dead Letter

( Continued from page 25)
transportation of the fight films. This was
his second appearance before the judge,
who the first time fined him $600 for trans-
porting the Dempsey-Sharkey films. He
expected only another fine this time. Fight
films are now being shown in three Or-
pheum Circuit theatres here.

No Interference in Twin Cities

(Special to the Herald)

MINNEAPOLIS, Oct. 4. — Federal au-
thorities have not interfered with the
showing of the pictures here. The show-
ing started at the Lyric (F & R) Friday.

Large signs are being displayed on the
theatre front and an announcement was
carried in the newspaper advertisement.

Not Showing in Des Moines

( Special to the Herald)

DES MOINES, Oct. 4. — Iowa fans ap-
parently will have to depend on their radio
“pictures” of the fight. No attempt has
been made to sell the fight films in Iowa.

Newspaper Raps Law

(Special to the Herald)

NEW ORLEANS, Oct. 4. — Robert
Hayne Tarrant, a storm center in theatri-
cal circles, has brewed another disturb-
ance by exhibiting films of the Dempsey-
Tunney fight at the Dauphine theatre. The
house has long been dark, but Mr. Tarrant
rented it at $100 a day, engaged cashiers,
ticket takers and operators and proceeded
to show the championship battle at prices
of 99 cents orchestra and 50 cents gallery,
to record-breaking crowds. No action has
bfeen taken by the government.

The New Orleans States says:

“Unquestionably the community would
like to see the pictorial version of the
fight if the size of the crowds of well
dressed persons who went to the Dau-
phine may be considered as expressing
its desire

Houston Censors Act

(Special to the Herald)

HOUSTON, Oct. 4. — Censors stopped
the showing here but the films are showing
at the Rialto and Majestic in San Antonio
without official opposition. The Dempsey-

Sharkey pictures showed at the Best thea-
tre here two days and then was stopped,
the management being fined. Majestic
here will try to show the Tunney pictures
but it is doubtful if the censors will per-
mit it.

New York Has None

(Special to the Herald)

NEW YORK, Oct. 4.— No attempt has
been made to show fight pictures here. They
were shown last night in Newark, N. J.,
with no interference.

Thousands See Film in Butte

(Special to the Herald)

BUTTE, MONT., Oct. 4. — It was esti-
mated that around 15,000 people saw the
fight films at the American here starting
Wednesday. At Helena it was confiscated.
The theatre was ordered closed.

Film Permitted in Canada

(Special to the Herald)

OTTAWA, ONT., Oct. 4.— Fight films
are legally permitted in all provinces. The
films were held over for a second week’s
showing at the Center, Ottawa; Tivoli at
Hamilton and elsewhere. The Grand at
Toronto has been reopened for a special ex-
tended showing of the films.

Philadelphia Goes Without

(Special to the Herald)

PHILADELPHIA, Oct. 4.— After ex-
periencing some trouble with showing
Dempsey-Sharkey fight pictures, Philadel-
phia theatremen have made no effort to
screen Dempsey-Tunney pictures. Demp-
sey-Sharkey pictures did not prove the big
drawing card that was expected of them.

Attorney Issues Warning

( Special to the Herald)

DENVER, Oct. 4. — District Attorney
George Stephan issued a warning to all
Colorado theatre owners that vigorous
prosecution would follow the appearance of
any fight films.

News Reels Strong at Atlanta

( Special to the Herald)

ATLANTA, Oct. 4. — No effort has been
made in this territory to show the round-
by-round films but all news reels featured
the event, restricting themselves to the
referee counting ten over Tunney in the
seventh and then the final round in which
Tunney got the decision.

Showing at Indianapolis

(Special to the Herald)

INDIANAPOLIS, Oct. 4.— No difficulty
was experienced in showing the pictures
here, the Bandbox and Rialto both having
films. The top was 50 cents and virtually
packed houses greeted each showing.

Sharkey Films Still Showing

( Special to the Herald)

PITTSBURGH, Oct. 4.— The Tunney-
Dempsey fight pictures are not being shown
in this territory.

Nine copies of a negative of the Demp-
sey-Sharkey fight were printed here, the
negative having been brought here by an
unknown and distributed by E. Glanz.
After a $1,000 fine was paid Glanz was not
molested. These pictures played to good
box-office at the Academy the week of the
Chicago bout.

One Arrested at Detroit

(Special to the Herald)

DETROIT, Oct. 4. — The first man ar-
rested here on a charge of interstate shipt-
ment was Robert Yates. He was released
on $1,000 bond to await grand jury action.
John A. Baxter, acting district attorney,
said Yates declared he bought the original
film for $200 and had six copies made here.

Wins Censors’ Sanction

(Special to the Herald)

PORTLAND, ORE., Oct. 4. — Manager
W. W. Ely of the Auditorium invited the
censor board to see the pictures and was
granted a permit. The showing is under
auspices of the American Legion, which re-
ceives a small share of the proceeds. The
picture is showing to 5,000 daily. It is
running also at the Capitol in a suburb of
Multnomah and large crowds are viewing it
at the Liberty in Vancouver.

A showing by Disabled Veterans opened
at the Arco at 10 a. m., was closed by the
police after two hours, and then reopened
at 1 :30 p. m. when the police were shown
the permit.

Conspiracy Hunted

(Special to the Herald)

SALT LAKE CITY, Oct. 4.— Local
agents of the Department of Justice were
instructed to determine if Salt Lake men
are guilty of conspiracy in the showing of
the pictures at the American.

Confusion at Kansas City

(Special to the Herald)

KANSAS CITY, Oct. 4— Theatres here
are in the worst confusion in several years
because of legal actions on the fight pic-
tures. One film has been confiscated.
Only one print, that at the Globe, is immune
from seizure, and that because it was
brought from St. Louis, so that prosecution
can take place only there.

The government has subpoened Jack
Quinlan of Pantages to produce the three
reels being shown there. A new complaint
has been filed against Jerry Connors, film
broker, charging him with conspiracy with
R. A. Rogers. Samuel Carver halted show-
ing at the Liberty following the action
against Henry Sonenshine of Chicago, head
of Goodart.

Ohio Public Favors Showing

(Special to the Herald)

CLEVELAND, Oct. 4. — No attempt has
been made to show the pictures here, ac-
cording to John F. Clifton, head of the
Ohio censor department, and P. J. Wood,
secretary of the state M. P. T. O. Wood
said the sentiment in the state was for
repeal of the law.

No Showings at Cincinnati

(Special to the Herald)

CINCINNATI, Oct. 4. — I. Libson, con-
trolling the leading theatres here, said it
was against his policy to show the pictures,
and independents are not booking them.

October 8, 1927

EXHIBITORS HERALD

33

K. C. Through with Publix Units

Lacks Means
of Obtaining
Proper Acts

Small Town Exhibitor Believes
Stageshow Would Pay
Him Dividends

Returning again to the HERALD
survey relative to stageshows in small
towns, it seems apparent that there is
a demand for better facilities through
which the small exhibitor may obtain
the proper acts for his theatre. It
would seem that in this one respect
the booking and routing situation falls
short of perfection.

PRESENTATION ACTS— To the Editor: We
are only in a small town and most people would
think us crazy to talk about vaudeville. However
we are quite a distance from any large town and
have a good territory to draw from with hard
roads. We run only one show a week on Saturday
night, but believe we could put on one act of
vaudeville and make it go. The trouble is we do
not know where we can get the talent. Of course
we wouldn’t expect talent like the big shows but
believe there is a field in the small towns for
good talent at a fair cost. I would thank you
for any suggestions. — H. K. ALLEN, American
Legion theatre, Broadlands, 111.

* * *

PRESENTATION ACTS— To the Editor: In
answer to your letter in regard to vaudeville,
etc., will say we do play vaudeville whenever
we can get good acts but have no special times
we run them as they are mostly road shows and
only play a one night stand. We play one, some-
times two, acts an evening when they are good.
We have no special place we book from but it
would be a big help to the small town exhibitor
if there was some dependable booking agency
where he could book a good act when he wanted
it. I always play the vaudeville in conjunction
with pictures, sometimes pictures over vaudeville
and vice versa. We do not have an organ, but
piano and orchestra on specials. May put an
organ in later if we can sell this Seeling Electric
I have. — WM. S. WHITFIELD, Crystal theatre,
Peru, Neb.

* # *

PRESENTATION ACTS— To the Editor: I

play some independent acts whenever I can get
a good act. I play one and two acts. Yes, I
play them in conjunction with the pictures, but
do not play the acts over the pictures in my
advertising. Do not believe that the facilities
for routing acts to smaller theatres are inade-
quate. The trouble I find is that it is so hard
for the smaller towns and theatres to get good
acts ; that the most of us are afraid to book
them, but if we could be assured good acts,
believe that most of the small town exhibitors
would use a few acts. I have a style of 45
Foto Player Pipe Organ.— W. S. WILKINSON,
Royal theatre, Hoisington, Kan.

# * *

PRESENTATION ACTS— To the Editor: Reply-
ing to enclosed will say I play straight picture
only. — J. W. SCHMIDT, Grand theatre, Breese,

111.

WAY BACK WHEN—

In the good old Summertime, when all
the world is wearing a happy smile, and —
“Hold on there,” says MARK FISHER,
popular band leader of Lubliner and Trinz
presentations, “one look at that snap-shot
is enough to make you want another va-
cation, let alone reminding one of Sum-
mer”— so against the wish of Mark we
are publishing his likeness at a recent
“fishing scene” — we just couldn’t help it
Mark, you look so restful and happy we
had to do it, so please have a heart and
don’t sue us.

rtnan

?

l

%

;

<5

%

OUT-OF-TOWN
MANAGERS
Get in Touch with Me
Your

NOVELTY NIGHTS!

CALL — WIRE — WRITE !

1001 Woods Theatre
jN Bldg., 54 W. Ran-

N. dolph St., Chicago

~ Tel. State 2147-2148

» 111

Specht Heads
Bands how on
Capitol Stage

Chicago Theatre Makes Presenta-
tion Change Without Any
Ballyhoo — Buffano
Leads Band

By A. RAYMOND GALLO

Further developments in the elabor-
ate entertainment plans of the Capitol
theatre, New York, have formulated
with the selection of Paul Specht who
is to direct the new stage bandshows
at this one time world’s largest the-
atre. According to an announcement
made in this section some few weeks
ago the Capitol will continue the pres-
ent form of high class stage entertain-
ment in conjunction with the new
“Paul Ash policy.”

Paul Specht who is well known in the
music world as a band leader and record
artist makes his debut this week on Broad-
way after an absence of almost one year
and occupies almost the same position in
New York as that now occupied by Paul
Ash in Chicago, the originator of the band-
show form of amusement.

Specht has organized one of the finest
hands in the country and under the expert
direction of Major Edward Bowes will
offer to New Yorkers the best musical and
stage entertainment that money can buy.
Already Pat Rooney and Marian Bent, in-
cluding Pat Rooney the third, have been
selected as one of the feature attractions,
together with Keller Sisters and Lynch.
Chester Hale, who has become quite popu-
lar in New York for his ballet girls, has
prepared one of the most well trained
choruses to work in through the bandshows
that New York has ever seen. In addition
to David Mendoa who directs the overtures
and elaborate prologues from the orchestra
pit. Dr. Mouro-Cottone will also offer
classical interpretations on his organ, at
this theatre.

According to further reports received by
the editor of this department it is learned
that all future Publix units will be pro-
duced in New York until further notice.
Starting on October 22nd the bandshow
units which first opened at the Paramount
theatre, New York will jump to Boston
and then to Detroit and from Detroit will
play three weeks in Chicago after which
they start the Southern — Middle Western
tour from Des Moines, omitting Kansas
City after that date, which will no longer
play Publix units.

( Continued on next page)

34

EXHIBITORS HERALD

October 8, 1927

More Bandshows

( Continued from page 33)

According to further reports it is also
known that Jack Partington formerly of
the West Coast and at one time producer
for Paul Ash will hereafter be associated
in the Publix New York office in a similar
capacity like John Murray Anderson.
Frank Cambria, formerly the ace producer
for Publix and recently in charge of all
their New York productions, is now in
Europe.

Another note of surprising interest to
production men in presentation is the re-
port that Will Harris, formerly producer
of the Bennie Krueger shows at the Up-
town and Tivoli theatres, Chicago, will
soon sever connections with Balaban &
Katz as their Chicago stage producer. This
report failed to receive a confirmation or
denial but according to general talk in
town it seems that this rumor is well
founded.

The next two weeks will show the ef-
forts of Balaban & Katz in celebrating the
quarterly anniversary of the “Paul Ash
Policy” in their Chicago theatre. In order
to observe this event the technical staff as
well as the booking department are al-
ready preparing a huge stage production
consisting of eight specialty acts and elabor-
ate scenery and costumes with six changes
of sets all presented in the form of a
miniature musical comedy which is ex-
pected to be the greatest stagehand pres-
entation ever offered by the firm or any
other picture theatre in the country.

If the present form of stage bandshows
now taking place in the Chicago theatre,
Chicago, proves successful under the direc-
tion of Jules Buffano as the “Paul Ash,”
it is understood that the theatre will con-
tinue the policy, and from all indications
of the past week, its opening week for
the new policy, it will probably be installed
permanently, although no amount of news-
paper exploitation is being done to arouse
any particular interest or curiosity of the
public. It seems that the management is

sneaking the policy in on the Q. T. with no
ballyhoo and if the policy proves a success
in the next month or so they probably will
undergo an entire change of policy. This
way of handling is wise due to the fact
that the Chicago has been the class house
of Chicago and drastic changes overnight
might or might not hurt the usual flow
at the box office.

Romano Mixes Music
With Real Estate

Carme Romano, formerly a featured
artist in vaudeville who has forsaken the
stage lately for the real estate business, has
written a brand new song called “Nobody
Cares for Me.” This number was written
in conjunction with Paul Whiteman and
Fred Rose, and is being published by Fos-
ter Music Company of Chicago. The tune is
of waltz style and is being released to pro-
fessional bands and artists this week. From
reports of music experts, the tune is pre-
dicted to be one of the biggest ballad hits
of the season. Mr. Romano, whose offices
are in Chicago, is catering to the theatrical
profession and at present is offering a new
subdivision in Marquette Road Terrace, lo-
cated at 67th and Crawford avenue. The
purpose of this subdivision is to develop an
artist colony and many prominent band
leaders and featured acts in presentations
are already commencing to build bungalows
on the premises.

A Friends' Friend

Your attention is called to page 37 of this issue
of the HERALD, in which several of the well
known music publishers and their representatives
are displaying their esteem and appreciation to
Sid Berman, buyer of sheet music for Lyon &
Healy of Chicago and one of the finest men in
the music business. One who has and makes
friends everywhere.

You will note that Mr. Berman is writing a col-
umn for us each week for the Presentation Sec-
iton under the heading of “Sid Says About
Songs.” This little token is just a small appre-
ciation to show the trade that Sid Berman is a
“friends’ friend.”

AL KVALE QUALLEY

CHICAGO’S NEWEST BAND LEADER

Directing His

“JAZZ COLLEGIANS,, at
B & K NORSHORE Theatre,
CHICAGO

For Three Years Assistant to PAUL ASH,
Creator of the Stage Bandshow Policy

Note: HARRY GOURFAIN is Our Producer

HARRY ZIMMERMAN

FEATURED ORGANIST

BELMONT (Formerly L&T) CHICAGO

Now Under ORPHEUM CIRCUIT Management

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: In

starting a series of stage band presentations for
this house I had two things to contend with,
one being novelty and the other keeping the
overhead down with a small stage crew operating
the shows. I decided to take my band with a
new leader installed on a musical trip around
the world.

First week found them on board ship w’ith the
harbor of New York as a background. Orchestra
dressed in 6hip military uniforms with water
waves on the back drop and proper light lighting.
Appropriate acts are booked in each week. First
week we used Mammy Jinny from Dixie as mis-
tress of ceremony.

Second week we went to Ireland as the feature
picture was the “Life of Riley.” Had an Irish
comedian as master of ceremonies. Our band
leader not being a good talker we use a new
master of ceremonies each week. Also use a
novelty finish for each act. In Ireland we close
with a storm and rain finish. Next week we go
to Scotland with the feature “Annie Laurie.”

These presentations can be made as expensive
or economical as the house desires and still be
effective. From comments on our first two presen-
tations the idea will go over big and gives at
least ten weeks of novelty. Very truly yours,
M. ROSENTHAL, Manager, Majestic Theatre,
Bridgeport, Conn.

PRESENTATION ACTS — To the Editor: Your
letter received yesterday. Sorry I hadn't re-
ceived it before as we missed sending a copy
for ad for your September 24 issue.

Am also enclosing copy of ad you can run
weekly, inserting the proper dates for the week
ahead. Will be glad to see you when we are
in Chicago and hope to have a photo for a cut
by that time. Eddie Hill gave us your regards.
Best wishes, DICK MAXWELL, Maxwell and Lee,
Indianapolis, Ind.

PRESENTATION ACTS— To the Editor: I have
not been working for the past six or seven
weeks due to my foot and other things. I’ve
had an infection in my foot, but is coming along
fine now.

Then, another thing, the next work I do will
be a double. You see I’ve teamed up with
Drusilla, you remember her. I have put on some
real hard routines which I think will be a knock
out when we have our solos, we have a neat
Tiller routine together which I put on.

I expect to open at the Beaux Arts Cafe. I
am rehearsing with Drusilla at present putting
on a ballroom number.

I think we will get some place with it. We
may open in Chicago. We already have a pro-
duction set which goes into rehearsal in a few
weeks, so I guess we will take that. A friend
of mine is putting it on for me.

Well guess I will sign off. How are you
anyway ? Hoping to hear from you soon. Thank-
ing you I am, HAL SIDARE, Atlantic City,
New Jersey.

TYLER

MASON

“AMERICA'S

»2tS|

SWEETEST

SINGING-

BLACKFACE

COMEDIAN”

r |f

Now at the

WISCONSIN

Theatre,

Milwaukee.

Direction Wm. Morris Agency

October 8, 1927

EXHIBITORS HERALD

35

STAGE SHOWS

Chicago Chicago

Week Ending October 2

The Chicago theatre, long a class house of the
highest type, has succumbed, without losing any
of its former dignity, to the present day popularity
of stagehands and they have put suchi an orches-
tra in the hands of a boy of pleasing personality,
Jules Buffano, who seems embued with a desire to
please the public and invite a theatregoing pub-
lic’s worship such as has been endowed on other
orchestra leaders in this fair city of ours.

“Orange Blossoms” opens up with a love scene
among the orange groves and the orange groves
turn out to be some eight capable dancers who
were hidden behind the orange blossoms which
they carried throughout their dance.

The curtain goes up on a full stage setting with
the orchestra present with a beautiful butterfly
curtain on display. Beautiful girls arrive Zieg-
feldian style, and lastly Miss America (Lois De-
lander), winner of the Atlantic City Beauty Con-
test, and she receives a great applause for putting
the State of Illinois on the map as far as the
Atlantic City contest is concerned.

A tamborine dance at this time is participated
in by the eight dancers formerly mentioned in
the Orange Blossom dance. A male special dancer,
whose name did not appear on the billing, made
up as a clown, did a rare number that ended with
a pivot spin of most singular accomplishment.

Buffano’s gang then played “Just Once Again,”
which was a very good number, and it is this
reporter’s opinion that they will be capable of
even better music after they have played the Chi-
cago! theatre “Just Once Again.” Thi6 week they
seemed as though they were a little bit nervous
and trying to find themselves.

Their next number was a novelty and the whole
orchestra worked together — it seemed in great fun.
Buffano then showed he also could be a singing
leader and sang "I Never Saw a Straight Banana.”

“Santa Lucia” was sung very, very well, by a
singer, whose name I am unable to learn, out in
a beautiful garden scene with a male voice as-
sisting.

Earl and Bell, the banjoliers, playing and sing-
ing “Wherever You Go,, Whatever You Do, I Wlant
You to Know I Love You.” were immediately
taken, up by the audience with great enjoyment.
Their encore, "I Push, I Push, on. the Delaware
Lackawan,” also went over big in these two
artists’ style.

A true comedian, the “celebrated” tenor who,
said Buffano in his patter, had lost his voice, and
his perfectly performed acrobatic nonsense brought
mirth overwhelming to the audience ; hie wrestling
match was immense and I am sure the audience
would like to see more of thi6 valuable funster.

Dean Fossler, the feature organist, was doing
some fine work with classical numbers when this
reporter arrived and his playing of “Cavilera
Rusticana” was deeply appreciated by the audi-
ence. He also played “A Night in June” during
the feature picture, which was broadcast over
WMAQ, and he handled this number equally as
well.

H. Leopold Spitalny’s overture, “Tomorrow,”
with motion pictures and the very able assistance
of two fine artists, Helen Schoen, vocalist, and
Hans Miunzer, violinist, reached the peak in over-
ture presentation.

St. Louis Ambassador

Week Ending September 30

Ed Lowry offered “Banjomania” as his big
stage offering of the week. He opened with a
cute song number by the Ambassador Rockets.

Lowry personally had a couple of good stories
and sang “At Dawning.” He also played hie
banjo.

The Thompson Sisters and Morgan and Stern,
banjo players, were also featured in the show.

Margaret Ball, dark eyed and blonde, proved an
attractive and competent dancer, while Myrtle
Gordon, a slimmer edition of Sophie Tucker, imi-
tated the buxom Sophie’s style of independent
mamma songs.

Arthur Nealy’s tenor offering proved another
excuse for the Rockets to take the stage again.
This time they danced. Worthing and Thompson
also did some dancing.

The climax was a tableaux of banjo players.

Wagner’s “Rienzi” was Dave Silverman’s over-
ture offering.

Stuart Barrie was at the organ.

New York Capitol

Week Ending October 7

During hold over run of “Big Parade” here
there is no etageshow due to installation of
elevating pit, new organ and stage. Big grand
bill opens next week featuring Paul Specht, Pat
Rooney, Merion Bent, Pat Rooney III, Rome and
Dunn, the Keller Sisters and Lynch.

Detroit Michigan

Week Ending September 30

A lengthy Publix revue with elaborate settings,
“Joy Bells,” featured Lou Kosloff and His Syn-
copators on the stage this week. Appropriate spe-
cialies were presented by Eddie Hill, the crying
soloist, who never fails to get a big hand at the
houses here ; the Mascagno Ballet with Eva Mas-
cagno; Joseph Parsons and the Roma Brothers, a
pair of daring acrobatic performers.

Of outstanding interest were the two opening
numbers, “Bells of St. Mary’s” and “Sundown,”
in which Kosloff, assisted by a singer and the
band, made a big impression. Multi-color lighting
effects, transparent drapes and other showman-
ship devices put this portion of the bill in a class
by itself. And Lou’s personality as well as musi-
cal knowledge provided sufficient justification for
tremendous applause from the audience.

Overture : Music master cinema, “The Life of
Brahms,” with accompaniment by the Michigan
Symphony under Eduard Werner’s direction.

Arthur Gutow was heard at the organ through
a thoroughly enjoyable song fest titled “Modern
Mother Goose.”

Chicago Crystal

Week Ending September 25

Another neighborhood house that has installed
a bandshow policy on a small scale. Tommy
Sacco and his music hawks are the featured at-
tractions here each week. Bob Billings is the
featured organist here. The opening program
runs as follows :

Opening: With the band on stage as Sacco
makes his entrance to announce the first band
number called “One Sweet Letter From You,”
which was well played by the boys in spite of
the fact that there are only nine of them.

The first artist to be introduced by Sacco was
Marie James a cute singer and entertainer whose
smart chatter pleased this audience. The songs
sung by Miss James were “Just Once Again,”
“Give Me a Night In June” which were well
offered and well received.

This was followed by a band arrangement of
“I’m Coming Virginia with Sacco leading the
boys through several specialties including a vocal
solo by Pete Testa the cornetist.

This was also followed by Sacco and two other
saxophone players in a trio offering of the tune,
which was well received. Dave Tiny followed with
his comedy dance which has been reported before.
Dave received a tremendous applause in this
house which proved that his type of entertain-
ment was well liked here.

The next band arrangement is the comedy
number called “Fire” intermingled with instru-
mental specialties and singing by the boys. This
turned out to be the feature number of the
program and earned the band a well given re-
ception. During this number Sacco induced Dave
Tiny to come out with a fireman’s hat and ax
in one hand and a glass of water in the other
to do some comedy pranks for the number.

Gale Bandel was next introduced as the Radio
Sunshine Girl whose singing and clowning was
the high-light of this program. This young lady
is a clever entertainer and ought to make a very
fine Mistress of Ceremonies for this type of show.

The closing band number was “Red Lips”
which was played in great style by the boys and
proved Sacco a clever showman.

St. Louis Missouri

Week Ending September 30

“Jiminy Gee” was the stage production of the
week. It featured White and Manning, burlesque
dance; the Byron Sisters, singers; Clifford and
Haley, fast foot workers ; Gilbert and Ross, song-
sters, Frank Ridge, tenor, and the Missouri
Ensemble.

The overture directed by Leonid Leonardi was
“Beautiful Galathea.” Frank Ridge also sang with
the overture.

At the organ Milton Slosser appealed to the
children with “School Days.”

SUNSHINE SAMMY

Star of “OUR GANG” Comedies
in SONG and DANCE

Like “OUR GANG” comedy films brought them into your
theatre SUNSHINE SAMMY will bring the DOLLARS rolling
into your box-office.

One of the BIGGEST “Little Star” attractions ever offered

COMBINATION THEATRES.

He has broken Box-Office Records all over the ORPHEUM
CIRCUIT and will do the same for YOU.

BOOKINGS under direction of EZ KEOUGH, Woods Theatre
Bldg., CHICAGO.

NORMAN STEPPE

Conductor and Master of Ceremonies

AT THE

PICCADILLY THEATRE, CHICAGO

36

EXHIBITORS HERALD

October 8, 1927

Chicago Oriental

Week Ending October 2

No one can complain of the entertainment Paul
Ash and His Gang are handing the payees at the
Oriental these days. It is fast and full of the
stuff that makes for entertainment. You can’t
always follow week after week with the right
stuff, but Ash has been doing it.

This week it was “The Jazz Minstrels of 1928,’’
a colorful and snappy show bringing in the old
minstrel idea without the predominance of black-
face.

It started off with the curtain raising about
three feet revealing the legs of the Abbott
Dancers, all silked up in black, doing a tap. It
seems superfluous to say that these girls are
clever.

Following a short tap with the lower ex-
tremities of the girls in view, the curtain raises
and they continue their tap dance which brings
down the house. These girls, no kidding, are a
great outfit, and are worth the price any day.
They are costumed in minstrel fashion in black
and white.

The orchestra is costumed in black and yellow
in front of a black and yellow drop, which
gives the impression of pillers rising from the
stage to the flies. Very effective.

Ash enters in black and white, with the white
predominating, in a suit fashioned after the old
swallow tail, or Prince Albert, or what have
you. It is seldom that you see Paul in anything
but regulation clothes.

Next come Paul Small and Tyler Mason as two
black face artists. (Mason is just that, but it is
something new for Small).

Ash’s Merry Gang then plays "Waiting for the
Rainbow,” with the banjoist doing his share as
a vocal soloist — and not bad.

At this juncture in the show Small, Ash and
Mason pull a gag in which Mason is knocked
from his chair into the orchestra pit. Small starts
to count him out, then stops and orders Ash
to his corner (reminiscent of the Dempsey-Tunney
fight). It brings a great laugh.

Ash next introduces “Rhapsody in Blue,” with
a fox trot transcription. It would be hard to find

a human being who did not get a kick out of
this Gershwin melody. And it was done in first-
rate style by the Ash gang.

Scotty West was next with a dance, which
we would have considered A-l had we not seen
the balance of the program. And that isn’t saying
that Scotty isn’t good. He had one stunt, dancing
while seated on a chair, that brought a great
encore, but he could not match a pair that
followed him.

Next came two fellows in song and at piano.
They were the only sour note on the entire pro-
gram. But for them we would have said that the
show equalled, if it did not surpass last week.

A beautiful scenic effect followed as the drop
behind raised, leaving a column effect against
which the orchestra sat. Between the columns,
and on steps, were the Abbott Dancers, who
performed cleverly with the tambourines.

Next were two of the cleverest dancers we
have seen in sometime. Don’t mistake us on
this. Last week we saw two of the cleverest
dancers at the Oriental, but they were entirely
different. These boys this week had a clever
Jewish dance and a wonderful interpretation to
“At Sundown” that were original. What more
can you ask, especially when the house is knocked
down ?

Mason came on for his act next and sang
"Magnolia” and "Me and My Shadow” with
Ash accompanying him on the latter. It is our
private and honest opinion that Paul should
tickle the ivories more often. The audience likes
it, so why not ?

In the finale the Abbott Dancers play the
banjos as the drop representing the columns
raises. A canoe, in which are Small and others
of the act, floats across the raised stage in back.
This is done to "Wabash Blues.”

It was an excellent show.

New York Roxy

Week Ending October 7

Same show as last week. Overture and pro-
logue to the picture “Loves of Carmen.”

— STAGESHOWS —

( Continued on page 38)

FIVE BEST SELLERS

Week Ending October 1

“What Do We Do On a Dewey
Day” (Irving Berlin, Inc.).

“Me and My Shadow” (Irving
Berlin, Inc.).

“Just Once Again” (Leo Feist,
Inc.).

“Just Another Day Wasted Away”
(Shapiro-Bernstein Co.).

“Sing Me a Baby Song” (Leo
Feist, Inc.).

I LEFT MY SUGAR STANDING IN THE
RAIN — (Henry Waterson) — A low down blues
song that is typical of Chicago. Should get a lot
of money for the table singers in cafes.

...

MY BLUE HEAVEN— (Leo Feist, Inc.)— Here
is another very distinctive song which is perfectly
natural, having been written by Walter Donald-
son. It is brand new as far as copies for sale is
concerned, but it was written several years ago
and has just finally asserted itself.

* * ♦

SUMMERTIME SWEETHEARTS (Where Do
They Go in the Fall?) — (Henry Waterson)- — A
great thought. He goes back to the ribbon coun-
ter and she goes back to wheat cakes at Child’s.
A good orchestra and act song.

* * *

BLAME IT ON THE TWO BLACK CROWS—
(Milton Weil) — Harry Harris and Art Sizemore
wrote this one. Part of this title should be fami-
liar to almost everyone. Comedy song that is
really funny. Lots of extra choruses.

...

THERE’S NO END TO MY LOVE FOR YOU—
(Leo Feist, Inc.) — A new waltz ballad by Ted
Lewis. He has been doing this number in his act
and the reports are that it is going over great.
...

BACK WHERE THE DAISIES GROW— (Harold
Rossiter) — A wonderful rollicking fox trot tune by
George Little, writer of “Talking to the Moon,”
“When I First Met Mary,” and other hits.

...

OH, YA, YA — (Robbins Music Corp.) — A Rus-
sian melody with American words and it has a
tango flavor. Paul Whiteman is playing it.

...

I NEVER DREAMED — (Leo Feist, Inc.)— One
of the new melody fox trot songs. The music was
composed by a comparatively new song writer,
Ted Shapiro. However, the lyric was written by
that master writer, Gus Kahn.

...

BLACK MARIA— (Harold Rossiter)— One of
those red hot dance tunes written by Fred Rose,
who can turn them out as good as the rest. A
great number for orchestras.

...

JUST IMAGINE — (Melrose & Montgomery) — -A
very clever fox trot melody that leaves nothing to
the imagination.

...

WHERE THE COT-COT-COTTON GROWS—
(Broadway Music Corp.) — It took three to write
this one, Jack La Soir, Ray Doll and Sol Klein,
so it ought to be good. Very clever number on
the style of “When the Red-Red-Robin Comes
Bob-Bob-Bobbing Along.” A good lyric with a
catchy swingy melody.

...

I DON’T BELIEVE YOU— (Spier & Coslow)—
Whether Spier & Coslow, who wrote and also pub-
lished this song, believe it or not, I think this is
a very good slow fox trot melody and a very
clever lyric.

...

MY HAWAIIAN SONG OF LOVE— (De Sylva
Brown & Henderson) — Two hit writers composed
this one, Benny Davis and Harry Akst. It is a
dreamy Hawaiian melody and a perfect number
for presentations.

...

P. S. — Hope we don’t get too many songs about
the St. Louis tornado.

WHAT PRESS AND
PUBLIC THINK OF
THE “ADMIRAL-
PRESIDENT”—
“ACE”, Dramatic Critic
of the “Kansas City
Post”, says: — “When
George Dewey Washing-
ton sings a song, you
have heard it sung”.

GEORGE DEWEY WASHINGTON
“Just Songs”

Now Touring ORPHEUM
CIRCUIT for Limited En-
gagement Only. To Repeat
All B & K and L & T The-
atres Soon.

FRED KINSLEY

Featured Organist in His Own
Original Stunts

KEITH’S HIPPODROME, NEW YORK

BILL BENNETT

Featured Organist
BELPARK THEATRE, CHICAGO

Management of LUBLINER & TRINZ

SID. BERMAN.

October 8, 1927

EXHIBITORS HERALD

37

COMPLIMENTS

TO

SID BERMAN

From His Pals in the

MUSIC BUSINESS

Paul Ash

“Just a small way to show our

Bill Jacobs

Harold Lee

esteem to one of the Finest

A1 Beilin

Rocco Vocco

Fellows in the Trade.”

Dave Silverstein

Dave Allen

—PAUL ASH.

Chester Cohn

Joe Stool

Sid Lorraine

Marvin Lee

The names here by no means repre-

Jimmy Eggart

Milton Weil

Irving Mills

Harry Wertham

sent ALL of Sid’s friends. They are

Tom Hughes

Will Horwitz

only a few who wish to take this

Ben Bornstein

Gus Kahn

opportunity to extend greetings to

Ted Browne

Walter Donaldson

“Sid Says About Songs” in Exhibi-

Harold Rossiter

Harry Engel

tors Herald and personal good

T. Witmark

Bobby Crawford

wishes to him. May you and the new

Louis Weippert

Harry Hume

column have lots of luck.

Bernie Praeger

A1 Dodson

Bill Weimann

“The Boys.”

38

EXHIBITORS HERALD

October 8, 1927

STAGESHOWS

( Continued from page 36)

Chicago Piccadilly

Week Ending October 1

Due probably to the well-known fact that in
the Piccadilly the manager is not permitted to
exercise his own judgment, or is too often inter-
fered with, the stage presentation was exceedingly
mediocre this week. Norman Steppe had a thank-
less job, introducing performers who have barely
graduated from the amateur ranks — in fact some
are still amateurs. Despite the best efforts of
the individual members of Steppe’s jazz orchestra,
and his own labors, the show simply did not
“get over” at all. Luckily for the owners, the
picture was enthusiastically received — Billy Dove
in “The Stolen Bride” — and a more than half
filled theatre was the result on Friday evening
when this reporter was present.

Beginning with the overture by the Miniature
Symphony Orchestra, playing a hodge-podge
called "Memories of Blossom Time,” the perform-
ance went its routine way with an organ solo
“C’est Vous” by Zita Norpell. The slides ac-
companying this song must have been made in an
awful hurry, for the spelling and punctuation
of both English and French words left much to
be desired. Errors galore — and the tune itself
nothing to rave about. However, the Legion’s
visit to France was the cause of it — so that’s
that.

Norman Steppe’s jazz boys then interjected a
bit of life into the proceedings by rendering the
song “You Don’t Say Yes, You Don’t Say No,”
the refrain being sung by Charley Smiley, saxo-
phonist. He was followed by a very acceptable
rendering of the old favorite “The Garden of My
Heart” by Allen Raymond (also a member of the
jazz boys).

Scheineman, the clever pianist of the orchestra,
next did his stuff — which was a collection of
variations of the “Russian Lullaby,” followed by
other hits of the day. The whole band then burst
into Tenterhook Blues — a novelty composition of
some merit.

Dick Hughes, with a ukulele, tried hard to
warm up a coldly receptive audience ; he did not
succeed. He was followed by a clever and able
acrobat-comedian, Dave Wilton Crawley, who was
handicapped by somebody’s terrible mistakes in
giving him an “act” to do. Left to his own
ideas, and acting on the spur of the moment,
this comedian might be a big hit — as it was, his
abilities went to waste. Somebody ought to write
a good act for him and start him out properly ;
or better yet, he ought to get a partner who can
bring out the good points he possesses.

And that finished one of the poorest shows the
Piccadilly has had.

Boston Metropolitan

Week Ending September 30

Paul Whiteman in person, and his orchestra,
was the attraction this week, drawing capacity
audiences to every performance. Unusually at-
tractive stage settings and light effects and wide
versatility of the artists in the orchestra provided
a program of considerable variety.

'Especially effective was the stage setting for
the fifth number, when special lighting effects
revealed what appeared to be large pictures hung
at each side of the stage, one revealing a youth
sitting upon a bench in Shanghai, while far below
him was the Chinese city itself. On the other
side was the companion picture, a youth and lass
singing “Dreamland.”

Following the opening waltz came th.e selection,
“I'll Always Remember You” ; a novelty, “A Study
in Blues,” and then a comedy number which went
over big in which one of the artists played an
acrobatic violin, then a saxophone from which
clouds of smoke were emitted, and then two horns
at once, finally using an auto tire and pump to
provide sufficient wind. Two pianos and a vocal
quintet supplied the next selection, while the finale
brought together the entire orchestra again.

Arthur Geissler conducted the Metropolitan
Grand Orchestra in the orchestral prelude, while
Arthur Martelle, at the organ, rendered a version
of “Song Writing a la Carte.” A Tiffany color
production, Paramount News and Ben Turpin in
“Pride of Pikesville” were the short numbers.
“One Woman to Another” is the film.

Omaha Riviera

Week Ending September 30

It was Omaha’s turn last week to have “Young
America,” the group of talented “Opportunity
Girls” who were selected in cities all over the
United States where there are Publix theatres.
The center of attraction in the group of course
was “Miss Omaha,” Mildred Skinner. She sang
two solos, and was particularly well received in a
stuttering song which was ably carried out. She
also sang in a trio.

Miss Houston, with her harmonica specialty and
capers, and the others, all 16 of them, sang and
danced to the delectation of the audience. En-
semble dances were particularly effective.

The Opportunity Girls were lined up with the
orchestra against an attractive background of a
semi circle, with a black velvet center, which
became a spinning circle of colors later on in
the evening.

In addition to the Opportunity Girls, Bob La
Salle, recently with Paul Ash, and Olive May,
“Radio Sunshine Girls,” also appeared on the
program. La Salle can tell stories and sing
with an incisive enunciation which puts him
across far above the ordinary story teller, and
Miss May sang a number of songs ably. The

picture of the week was “Thel Stolen Bride,”
which was extremely well received.

St. Louis Loew’s State

Week Ending September 30

“The Chinese Nights Revue” was the big stage
offering of the week. It included The Honorable
Wu and His Chinese Flappers and proved a dis-
tinct novelty. It apparently went over big based
on the applause accorded the various offerings.

The richness and color of the Chinese costumes
and the unusual stage setting in which the
Orientals offered incense and prayers to the gods
of entertainment were something different and
pleased generally.

The dances offered ranged from the cake walk
of the late nineties to the black bottom while
Wu gave some excellent impersonations.

The overture was in the nature of an accom-
paniment for Walter Scanlan, tenor, who 6ang
some favorite Irish songs after the fashion of
Chauncey Olcott in his prime.

Chicago Sheridan

Week Ending October 2

Verne Buck’s stage presentation this week was
called “Night Club Frivolities,” and the spirit
of the night club type of entertainment was
caught very well. The setting a typical night
club setting.

The curtain rises with the band playing “Just
Once Again,” in a very pleasing arrangement.
Cloyd Griswold sings the chorus. Verne Buck is
announced hy a member of the audience and enters
in faultless evening attire with black cape thrown
over his shoulders. Verne leads his band through
“A Night In June,” himself playing the violin
quite effectively.

Katherine Lewis comes on to sing “Russian
Lullaby,” to a good hand. This girl has a fine
voice for this sort of work.

The Joe Keith Girls enter, four of them dressed
as male Apache dancers and four as girls, and go
through the usual steps of an Apache dance to the
tune of “My Man.” As this ends a dancing team
comes on to give a good Apache dance, the
young lady taking no end of rough treatment.
This number was good and won good applause.

Danny Graham follows with some unusual dance
steps. He takes two curtain calls. His type of
dancing helps put pep in any show.

This is followed with a band number, “Swanee
Shore,” with Miss Etier singing the lyric. She
follows with another song and is forced to give
an encore and take two curtain calls.

A Spanish Trio follows and offers "La Paloma,”
all three playing guitare, and one singing the
chorus. Then one of the trio does a number on
a musical saw that goes over fairly well, but the
act as a whole is very good. It deserved a better
reception from the audience than it got.

For the finale the band opens with “Dancing
Tambourine,” with the Joe Keith Girls giving a
very pretty tambourine drill. A dancing team
comes on dressed in Argentine costume to give
a very good tango. The Spanish Trio appears on
the raised platform behind the band and ac-
companies the band. As the tango ends the Keith
girls complete their tambourine drill. The finale
is fast and very effective.

As an additional presentation, the Sheridan
offered the life of Nevin, the composer of "Mighty
Lak’ a Rose.” and other well known songs, in
moving pictures, with orchestra accompaniment.
Frank Wilson sings “Mighty Lak’ a Rose,” during
part of the presentation. This presentation was
exceptionally well handled, and was thoroughly
pleasing. The orchestra played these arrange-
ments from the pit. It went over great with
the audience.

CHARLES KALEY

“The Singing Band Leader”
An Exclusive COLUMBIA Artist
Now conducting MARKS BROS. Presen-
tations, alternating at MARBRO and
GRANADA Theatres, Chicago.

FLORENCE BRADY—

‘ NOTHING BUT SONGS ”

Just closed a successful
engagement with

A1 Kvale at B & K
NORSHORE THEATRE
Chicago

All B & K and L & T
Theatres to Follow
Direction — Marvin Welt

Now playing two weeks’
engagement with

Paul Ash at the
ORIENTAL THEATRE
Chicago

HARM and NEE

“Those Two Cadets ”

For DeLuxe Picture Houses

ASCHER’S and COONEY BROS.

Are Satisfied They Played Us

October 8, 1927

EXHIBITORS HERALD

39

Chicago Diversey

Week Ending October 2

Austin Mack and his Century Serenaders was
the band show at the Diversey theatre this week,
and Jack Pepper, of the original Salt and Pepper
team, of musical revue renown, was the master
of ceremonies.

The band opens with “A Night in June,” with
a member of the band singing the chorus. The
execution was as pleasing as the song itself.
Mack announces Jack Pepper, who plays his uku-
lele and sings one of his songs to a fair hand.
Pepper has charge of proceedings from then on
and announces Prince Wau, a Chinese performer
who gives some good numbers on a steel guitar,
and 6inging both in Chinese and English. For
an encore he gives an imitation on his guitar
of Ted Lewis and his orchestra playing “St. Louis
Blues.” This is more than good. He then gives
several numbers on a ukulele. The prince goes
over in great style.

Pepper next brings on the juggling team of
Bob, Bob and Bobby, the latter being a clever
dog. The act is about as good as any such acts
and better than most, the dog doing a great
deal to put the act over.

The Markert dancing girls, an unusually good
dancing unit for this type of work, enter dressed
in picture hats and red hoop skirts. They go
through a short dance routine and then discard
the skirts, and work in bodice outfit to give a
good team dancing number. Then they don
their hoop skirts again, give a few more steps
and exit to a good hand.

Mack and his band next offer an original ar-
rangement of “My Gal Sal,” with a quartet from
the band singing the refrain. The voices are
good and the number is well done.

Then comes the hit of the show and it’s some
hit. Pepper announces it as Tommy Wonder and
his big sister Betty. Tommy can’t be more than
ten years old. but he knows every step in the
catalogue. The way that young fellow dances
is nobody’s business I He has personality, won-
derful stage technique and a pair of dancing feet
excelled by few adults in the business. The girl
is fair but Tommy is the whole show. His Rus-
sian dancing stopped the show. The act would
click in anybody’s house.

The Markert Girls, dressed in red and black
costumes, enter next to do a good tap dancing
number. The girls go over well, dancing to
“Love and Kisses.”

Pepper is next with a number of good songs,
among which are “Broken Hearted” and “Those
Crazy Blues.” He is absolutely there with the
last song and goes over for a big applause.

For the applause the band plays “Just the
Same,” with all the performers on the stage do-
ing a bit.

Mack has a good band unit and met the ap-
proval of the house. As master of ceremonies
Jack Pepper is nothing extra and makes little
impression with the house but when he does his
own stuff, he’s there, and no kidding.

Capitol Des Moines

Week Ending October 1

The ubiquitous Jimmie Ellard, all dressed up
like a Persian sheik, the return of Herbert Koch,
organist, after an illness, together with a snappy
stageshorw and “The Poor Nut” as the feature
film, gave the Capitol theatre fans something to
talk about during the past week.

“Persian Pranks” is the Publix offering for
which Jimmy Ellard’s Jazz Jesters attired them-
selves in purple trouserettes, orange jackets and,
what looked much like Santa Claus caps. An
Oriental dancer and six dancing maids put over
some pleasing dancing in the spectacular act.

Ellard sang “Back in Your Baby Days” with
a softly lighted scene of a mother in her old
fashioned rocking chair revealed between the
parted curtains at the back of the stage on an
elevated platform.

Much of the laughter came from the pranks
of Lloyd and Brice in a series of comedy tumbl-

DAVID GOULD

LUBLINER & TRINZ
BALABAN & KATZ

Production Dept.
Chicago

ing acts put over with apparently the least effort
but with the maximum of comedy effect.

Cogert and Motto, human jazz band, made a
decided hit and were recalled several times.

Much interest in the track team sequences of
“The Poor Nut” was due to the appearance of
Paul Minnick, former athlete, in the film.

Chicago Granada

Week Ending October 2

Charles Kaley calls his presentation this week
“Back at College,” and the college atmosphere is
successfully carried throughout the performance.
The stage setting effectively represents a corner
of a college campus.

The show opens with the Granada Girls, led by
Auriole Craven, doing a few dance steps and
singing "Gorgeous.” As the girls exit, Kaley
enters and leads hie band through a good ar-
rangement of “Rio Rita.”

Ossman and Schepps, introduced as two college
boys, follow with some good music on their ban-
jos. As an encore they give a medley of "Dixie”
and “Turkey in Straw,” which wins them an-
other good hand. The boys are good and know
how to handle their banjos. The act goes over
good.

Auriole Craven, a young lady with a pleasing
personality and hardly any voice at all, follows
to sing “Okay.” and to play the violin while
doing some high kicking. Her ability is just fair
but she gets over to a fairly good hand just be-
cause of her personality more than her ability.

Kaley and hie orchestra next play “A Night in
June,” probably one of the most popular songs
at the moment, with Kaley singing the refrain.
It is a pretty number and it receives a good
hand.

The Eton College Four follow with a group of
songs and a lot of nonsense. This quartet can
Bing and its “Bird’s-eye View of My Old Kentucky
Home,” was pretty, but the rest of time was
taken up with clowning and jazz horn imitations.
However, the act got a good hand and one en-
core.

The next is a very pretty number. The band
plays “Old Names of Old Flames” with Kaley

singing it. As he mentions the names of girls
in the song, a girl appears on the stage to rep-
resent the girl in the song. The girls’ dresses
are very pretty and the whole number is pleaasing
and wins a big hand.

Connors and Donohue follow, and these two
young men gave the best entertainment of the
show. They have good voices and their songs
go over fine. But when they began to dance
they stopped the show. Theirs is not an ex-
ceptional show but it is cleancut and devoid of
the hoakum and foolishness that characterize too
many band show acts. The boys win several en-
cores and get the best applause of the evening.

Sam Kauffman follows with a lot of hoakum
piano playing. This fellow recently led a band
show in a local picture house, and is now doing
his vaudeville single. He won a share of laughter
and applause from the audience, proving that a
good many people still like comedy.

For the finale Kaley and his band give a med-
ley of all the famous college songs. This is a
good number and wins a big hand. All the per-
formers, dressed as college students appear on a
second stage level behind and above the band.
The men play mandolins while the girls do a
dance routine. It is a good and pretty finale that
gets a big hand.

Kansas City Newman

Week Ending September 30

“Surprises,” the stage attraction at the New-
man this week, was of 45 minutes duration and
presented much variation in type of entertain-
ment. Hazel Kennedy was seen in vocal numbers
and billed as the “mirthful mimic.” Gus Mulcahy
offered a variation of jazz and semi-popular num-
bers on his harmonica, while Vic Ince and his
“red hot” trumpet, as it was billed, were seen in
instrumental selections.

Sylvia Peterson, who recently was with “Artists
and Model6,” offered vocal numbers. The Six
Sweethearts of Syncopation were seen frequently
in chorus numbers.

The Newman Merry Makers, as usual, were fea-
tured as the orchestral stage attraction and of-
fered popular selections as an overture.

COSTUMES FOR RENT

PAUL ASH uses a set of PARAMOUNT Costumes each week at the ORIENTAL
Theatre, Chicago. We will Rent same outfits to OUT-OF-TOWN THEATRES

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

Community Songs —

JOHNNIE DEVINE

Featured Organist
PATIO THEATRE, CHICAGO

Where they sing “DEVINELY” — Solo Presentations

MURRAY and ALAN

“Jesters of 3,000 Years Ago”

Just Closed a Tour of PUBLIX
Soon to Repeat all B 6c K and L 6c T Houses
P. S. NOVELLE BROS., “fiddled” around, until they became “good” acrobats.

Direction WILLIAM MORRIS AGENCY

STANLEY and BIRNES

40

EXHIBITORS HERALD

October 8, 1927

Johnstown State

Chicago Avalon

Week Ending October 1

Jolly Tars and the Battleship Blues ruled the
stage in the Avalon last week, with an ambitious
stage scenic effort, representing the deck of a
battleship, all members of orchestra, chorus, ballet
and principals appearing in naval uniforms.

Buddy Fisher started things a-humraing with
"Battleship Blues” played by his jazz boys and
aided and abetted by sixteen nifty ballet dancers,
dressed as sailors and armed with wicked-looking
carbine which they handled with considerable
ability.

They were followed by Westward and Newton,
acrobats and dancers, who showed a few things
in steps and contortions that aren’t included in
any “Daily Dozen.”

An excellent string sextet, made up from mem-
bers of the orchestra, then rendered Buddy
Fisher’s own arrangement of “The Rosary,” to
the evident satisfaction of the audience. Sophie
Tilden was next, with the song “He’s My
Nothin’,” which somehow did not “click” with
this audience. Although she did it in a cute way.
Miss Tilden’s hard work deserves a better vehicle
for her talents, and we hope she gets it.

The funniest number on the whole program
came next — and Buddy did not even announce
the names of the artists! One played the har-
monica and the other a violin — and as soon as
the audience could stop laughing, it gave them
a tremendous hand.

The whole band then played “Just Once Again”
— which song, by the way. is getting to be a bit
monotonous. But to sort of wipe out the re-
action, Bobby “Uke” Henshaw next came on the
stage ; what he didn’t do to Buddy Fisher and
to the audience wasn’t worth doing. Of course,
Bobby is a born comedian and that little trick
mustache of his looks funnier than ever. He got
a big hand when he was through, and had to
give several encores.

“The Good Ship Avalon” was the finale, closing
a good show with a biff and a bang. It was
followed by the Vitaphone, in a number of offer-
ings, which clearly showed the limitations of the
device. For instance, to put over a soubrette
song by Vitaphone is much more difficult than to
do it with the soubrette herself on the stage.
The "personal” touch somehow is lacking. Fur-
thermore, the apparatus seemed to get out of
order once or twice. The picture part went
smoothly along, but the singer didn’t get a note
out of the wide open throat and mouth. Of
course it was funny — but the operator in the
booth probably was sweating blood, wondering
what had happened, when the yowling and sar-
castic applauding started.

The picture was “When a Man Loves” with
John Barrymore and Dolores Costello.

Week Ending October 1

For this week the Million Dollar State theatre
offered a split-week bill, presenting for the first
half the “Ten Brown Girls” Jazz Band for the
stage presentation. Following the M-G-M News,
and the Educational comedy, “The Half-Back,”
the band opened in special setting with “That
Night in Araby.” This was followed by a harp
and violin duet of Lizst’s “Dream of Love,” which
was very well received.

Then a hot number. “Side by Side,” with Vocal
Chorus and a waltz number with a toe Dance
Specialty. The dancer encored with a Jazz Toe
Dance Number. Then came a varied arrangement
of “Indian Love Call,” which got good applause,
and a Harp Solo, “Oh Believe Me If All Those
Endearing Young Charms,” which was very pret-
tily rendered. Then the dancer came in again for
an acrobatic dance specialty, after which the band
went into their final number, “A Trip From Chi-
cago to Dixie," a cleverly arranged novelty. The
band encored with “Yankee Rose.”

The Fox Feaure Picture, “Two Girls Wanted,”
closed the show for the first half of the week.

The second half of the week presented the lat-
est edition of the M-G-M News, with the Fox
comedy, “The Kangaroo’s Kimono,” after which
came the Organ Presentation by Mack Edwards,
“When Day Is Done.” This went very well with
the audiences.

Then came Brewster and Pomery in a Song
and Dance Revue, one of the flashiest presenta-
tions seen in this theatre for quite some time.
Opening on two pianos with Gershwin’s “Rhap-
sody in Blue,” after which Pomery introduced two
charming ladies and the three went into a dance
specialty to the tune of the “Doll Dance.”

Next came Josephine Ehrlich in a Toe Dance
Specialty, and then Miss Brewster and Pomeroy
in a vocal duet, which was very well received, as
was the Waltz Adagio Dance by the Misses Sylvia
and Leontine, two Parisian dancers.

Then followed a Spanish Apache Dance Scene
of utmost splendor and settings. Opening with
Miss Brewster singing “My Castle in Spain” be-
fore a massive scrim drop depicting a Spanish
castle, the scene unfolded at the finish of her
number into a Spanish courtyard scene, full of
Spanish atmosphere, with three ladies in the fore-
ground in a Spanish Fandango Dance to the tune
of the accompanying piano and violin on the stage.

Then followed Pomeroy and Miss Brewster in
the Spanish Apache Dance Specialty, with the
entire company coming in at the end of a well-
balanced presentation.

The M-G-M Feature Picture, Jackie Coogan in
“The Bugle Call,” closed the show for the second
half of the week.

SAM KAUFMAN

“The Painless Pianist”

Doing His Comedy Sensation Again
For Years a Standard Vaudeville “Single”

Now Featured in MARKS BROS. Stage Bandshows
This Week at the MARBRO Theatre, CHICAGO

ORGAN SOLO— SCRIM PRESENTATIONS

Conceived By

ALBERT F. BROWN

Feature Organist

AND STAGED BY RAYMOND Q. DALTON

At the Granada Theatre, Chicago

REPRESENTS A NEW ERA OF DE LUXE THEATRE ENTERTAINMENT

“One of Chicago9 s Foremost Manipulators of

the Organ 99

Featured in ONE Theatre in CHICAGO for the
last SIX YEARS— WHO? - - -

RAMON RICHELIEU-MORSE

Milwaukee Wisconsin

Week Ending October 1

The orchestra, as the curtain rises, plays the
strains of a classical melody, only to drop the
pretense before the end and finish in the regula-
tion jazz style. The stage is arranged attrac-
tively with the orchestra seated on a grand
stairway effect leading to the upper stage. On
either side of the stage large colonnades, and
two huge figures of Egyptian women in kneeling
attitude, complete the setting.

Cheerio — we again have the Six English Tivoli
Girls, giving the dance with which they made a
hit before. All in tuxes with silk hats, canes
and monocles to the tune of “She’s the Girl Who
Made the Sunshine Jealous,” they go through
their paces, in both dance and song.

“She Don’t Wanna.” was the next selection
by the orchestra with a 6oloist singing the
chorus, and later the orchestra also joining in.
The orchestra’s bit included the wearing of large
masks of all kinds of funny and grotesque faces.

The Dancing Deweys — brother and sister — were
next. Sister was first in a red costume which
in connection with her dancing made it plenty
hot, and her clog dancing brought a good share
of applause. Brother was next with some pretty
tap dancing to the tune of “Ain’t She Sweet”
which included a number of pretty strenuous
steps.

“Give Me a Night in June," was the next hit
by the orchestra with the chorus sung by James
Clasey.

“The Doll Dance” is a repeat number by one
of the soloists. The Tivoli Girls make their ap-
pearance dressed as little blond girls each with
a doll and bundle of books. They place the doll6
upon the books in a miniature dance. This bit
was well done and received a good deal of ap-
plause.

Milo, whose voice is heard off stage singing
“O Sole Mio,” is introduced as a famous opera
singer, but when he steps on the 6tage in the
role of a bum provokes much laughter. He then
proceeds to imitate almost everything imaginable,
including almost all the animals on the farm
to a railway train. He ends up with “Listen
to the Mocking Bird,” whistled, accompanied by
the orchestra.

The Wilson Sisters and Miss Washburn with
nice harmony, sing “Southwind,” with one of
the sisters accompanying on the piano. The girl
at the piano then does a couple of hot piano
numbers, among them being “Hallelujah.” Miss
Washburn then makes her appearance as a drunk
returning from a night club, and to the tune
of “I’m Looking at the World Through Rose
Colored Glasses” with appropriate wording gives
a very good account of herself, and which meets
with much approval from the audience. The
three girls end up with singing “Hello, Swanee,
Hello.”

The orchestra for its next number plays “Just
Once Again.” with James Clasey again singing
the chorus. He has a fine voice and gets a
good hand from the crowd.

Benny and Western play to a "dark house.”
With the house black the two dancers put radium
lighted heads and shoes through all kinds of
funny paces which tickles the audience. They
then do their whiskbroom dance, and make their
second appearance to “After the Storm,” and do
an umbrella dance, which draws a good applause.

The grand finale brings out the Tivoli Girls,
and Benny and Western, while confetti and bal-
loons float down from "on high.”

All in all the presentation was much like its
title, “This and That,” and there wasn't much to
brag about either.

Francis

KROMAR

Solo

Organist

At the
Orpheum
Circuit’s

Diversey Theatre
Chicago

October 8, 1927

EXHIBITORS HERALD

41

Chicago Norshore

Week Ending October 1

A1 K vale’s stageshow this week was called “Jazz
on the High C’s.” Harry Gourfain, the producer
of these shows, again put forth some of his clever
imagination into the setting of this show. This
week the Gould girls make their bow into this
house as a permanent ballet, replacing the Abbott
girls. The presentation ran as follows:

Opening: In front of scrim curtain showing an
ocean scene with waves and clouds moving about
as the yacht Elavkla (which is supposed to repre-
sent A1 Kvale’s name spelled backwards) with the
girls assembled on yacht around orchestra as the
yacht anchors at the pier.

A1 as the captain in typical uniform steps off
to sing "When the Morning Glories Wake Up in
the Morning,” for which he receives a fine recep-
tion. This is Al’s first attempt at singing and
he did a very good job of it, again proving his
versatility to this audience.

He is followed by Billie Gerber, that cut little
entertainer whose offering in typical boy’s style is
in a class by itself. Billie has been reported
many times before in other houses and again
proved herself very popular.

She was followed by the Gould girls in a rou-
tine called “Dancing Sailorettes,” who stepped to
the band’s arrangement of a medley of maritime
songs in which they do “A Sailor’s Hornpipe” and
other steps in flag signaling style.

They were followed by Florence Brady in com-
edy songs which proved to be one of the feature
entertaining bits of this bill. Miss Brady was re-
ported in these columns last week, and according
to our prediction, she is fast succeeding in this
type of work. In addition to three popular songs,
she was compelled to take several encores before
the audience would let her sign off here.

After a fine reception she was followed by
Markell and Faun, those two eccentric comedy
dancers who have done considerable in making
their type of offering successful in picture houses.
This team was one of the first of its kind to
appear in front of bandshows and this makes their
fourth appearance in Chicago houses. It is need-
less to say that they scored heavily for they never
fail to win any audience. For further reports,
kindly look up back issues of this paper.

The next is a little comedy scene in which Al
takes par? in it with two ushers, all based on the
B. & K. service, and as the ushers bring on the
piano Al rattles off “Doona” while Milton Watson,
as firet mate of the yacht, sings the tune of a
classical arrangement called “Lilac Tree.” Wat-
son, who is one of the most successful tenors in
picture houses, was compelled to sing several
other songs before he could say “Thank You.”

This was followed by the Gould dancers again
in a novel routine ending by going aboard the
yacht again as the orchestra and the organ played
by Chauncey Haines joins in on the tune while
the yacht departs for the finish.

Philadelphia Fox

Week Ending October 1

Four stage attractions comprised the bill of en-
tertainment at the Fox theatre this week. The
Fox Theatre Orchestra, with William A. Krauth
conducting, opened with Tschaikowsky’s overture,
“Capriccio Italienne.”

The Hemstreet Singers, of Greenwich Villiage
Follies fame, sang a number of songs that seem
to have a permanent appeal, among them “Glow

Exclusive Brunswick Artist

Worm,” “Mighty Lak’ a Rose,” “Gypsy Sweet-
heart” and “Kiss Me Again.” They were attired
in quaint Colonial styles and each singer stood in
a flood of brilliantly colored light, which changed
to white, showing the costumes to be made of
flowered prints with innumerable little ruffles.
Orange draperies completed an elaborate setting.
Their voices harmonize beautifully and the audi-
ence clamored for more songs.

Bert Hanlon, the “Gatlin Gun” of comedy, is
great. His monologues bristle with wise cracks
and it is not only what he says, but the way he
says it, that jollies the audience up and wins the
laughter and the applause. He closed with Stan-
ley Lupino’s song, “What Great Men Cannot Do,”
which brought down the house.

Ed and Ned King, billed as “tip top tappers
of syncopated rythm,” did some tap dancing that
was the last word in this kind of syncopation.

Pauline Alpert played a number of pleasing
melodies on the piano, including “Hallelujah”
from “Hit the Deck,” and “The Doll Dance.”

New York Paramount

Week Ending October 7

“Robespierre/* with screen explanations and a
tableaux, was the effective combine this week to
win big applause. As an overture Marguerite
Ringo, soprano, in the tableaux, surrounded by
eighteen players, and male ensemble, sings “The
Marseillaise/* stirringly, and helped round out
the desired effect very nicely.

Jesse Crawford uses the mother theme rajther
neatly and cleverly in and about the piece “Yid-
dish Momme,” working in a picture of pilgrims
in Jerusalem. A tab with violin player and
mother in rocker eventually fades out the picture.
They liked it.

“Dance Caprice** by John Murray Anderson,
featuring Ben Black and the Paramount Stage
Band, hit a nice pace, programmed as follows :

“Just Once Again** as an opening band number,
using a songster from the band, who had a
pleasing enough voice to deserve individual
billing.

“Romantic Ballet** — The Albertina Rasch Danc-
ers, numbering 16, in typical ballet costume, strut
their number here pleasingly. A scrim drops in
front of the band while the girls work, setting
them off by themselves a little more. Crack
team work is the key to their big applause.
Their routine itself being nothing exceptional.

“Dance Caprice** — Arlyne Crandall and Little
Marley, do a burlesque on the ballet here in true
slapstick style. Okay as far as it went — nothing
new that would hit a high mark.

“Mile Mimi** — Introducing this new American
Legion hit. Ben Black and his songster in the
band put it across in great style. A hinky dink
parley voo air and quite appropriate just now.

“C*est Vous** and “Italian Street Song*’ eung
by Llora Hoffman, she of many Winter Garden
successes, brought down the house in true Roman

style. When you have a voice and personality
like Llora’s, you have something. The house en-
joyed applauding her and wanted way more.

“The Zebra Strut** — The Albertina Rasch Girls.
This number brought way more applause than
their earlier efforts. The nobby zebra helped
some too.

Cy Landry, reported before in these columns
showed up here fairly well. A lot of clever steps
and pantomine, but the latter seemed to drag
considerably in spots.

“Moonlight and Roses** as the finale using the
entire company. A great little piece to close
with, using the ballet in a tab above the orchestra,
as a background. A nice bill in good taste
and holding worth while music and general
entertainment.

Chicago Harding

Week Ending October 2

This week’s stage show with Al Belasco and
His Jazz Syncopators was a college presentation
called “Rah, Rah, Jazz.” Peggy Bernier and
Bernardo De Pace were among the featured play-
ers. The show ran as follows:

Opening: In college setting as boys cheer, at
this point the Gould dancers dressed as boys enter
and start to go into one of their numbers as
Belasco makes his appearance, finishing the rou-
tine with two of the girls in an eccentric Charles-
ton step.

Belasco next sings “Who’s That Pretty Baby?”
in his usual pleasing manner, assisted by the boys
in the second chorus with the band also playing a
medley of “Baby Songs,” going back into the
first tune as Al prances about in musical comedy
style.

Gloria and Mary Moore, two of the Gould
Dancers, next offer a clever toe routine to a good
reception and make room for Jean and Fritz
Hubert, that inimitable pair of eccentric dancers.
This couple has been reported many times before
and we again wish to go on record by saying
they are the best yet seen in their line.

After a tremendous appreciation shown them
they were followed by Bernardo De Pace, the
wizard of the mandolin, who is making his first
single appearance in these houses. De Pace just
completed a tour of de luxe picture houses in a
Publix unit and is one of the best entertainers
ever seen in front of a stagehand show.

He was followed by the Gould girls in a co-ed
offering with their arms and legs in a novel pan-
tomine as they lean against the wall on platform
level above band. The costumes of red and white
worn in this routine made a very unique appear-
ance.

Belasco next introduced two of his boys of the
band who offer some specialties in the way of
comedy pranks. The by-play between Belasco and
these two boys kept the audience in a continuous

DICK MARJORIE

MAXWELL and LEE

“The Dumb Bells”

With John Murray Anderson’s “Joy Bells” stopping ’em every performance.
Now at the INDIANA Theatre, Indianapolis
Week of Oct. 15th, AMBASSADOR Theatre, St. Louis, Mo.
Direction — Wm. Morris Agency

JOE FRED

McKENZIE and BISHOP

(Formerly with. Babe Ruth)

Now Playing
Deluxe Picture Houses
Throughout the West

Under Direction of MORT INFIELD

Picked by BABE RUTH
as the best singing
team in Presentations.

Discovered by JIMMY
KEEFE, publicity director of
the First National Pictures
West Coast Studios.

EDWARD K. HOUSE

“The Singing Organist 99

MARBRO and GRANADA Theatres, Chicago

42

EXHIBITORS HERALD

October 8, 1927

laughing mood and proved to be one of the laugh
hits of the bill.

This was followed by the Lassiter Brothers,
those two comedy boys who have become very
popular in picture houses through their eccentric
comedy dances. As it has been reported here be-
fore, the boys were again accorded a huge re-
ception.

They were followed by cute little Peggy Bernier,
who offered her routine of comedy songs and baby
talk which has never failed to stop any show.

After several encores the band went into a
Finale of an arrangement of “Halleujah,” which
brought on the entire cast towards the finish with
all of them contributing their talent towards a
fast and hot arrangement of the tune.

Minneapolis State

Week Ending October 1

Dayton’s semi-annual Style Revue was the
feature of State Theatre’s stageshow. It was not
up to the standard of the same presentations in
the last two years.

For the last four years the State has semi-
annually presented this tieup with one of the
largest department stores in Minneapolis, the
Dayton Company, in which the store shows the
latest in wearing apparel in a show built along
the lines of a revue. It always is a big drawing
card and packs the theatre. For the last three
shows a group of University of Minnesota
co-eds have been selected to act as mannikins.

Although this revue may have been affected
by the stage strike which is now on in Minne-
apolis, it was evident that less care had been
given thi6 production than had been bestowed on
the others.

The set consisted of heavy black drapes with
silver and gold predominent in the trimming of
the rest of the stage — dignified and beautiful, but
not as elaborate as the sets which usually have
marked the style revues. The girls selected to
show the garments were, for the most part, far
from beautiful and did not possess very pleasing
figures. The garments shown were the latest in
fall and winter wear and were an attractive
selection.

Entertainers are selected for the revue to pre-
vent it from being a monotonous parade of
mannikins.

Fay and Kay Spangler, dancing comedians, and
Hutchins and Halloway, harmonica performers,
did their best to enliven the show. The latter
were good and received a big hand, but the
Spangler act was inferior to that of many semi-
pro dancers who have appeared on the State
stage, and they got only a lukewarm reception.
Had they confined their efforts to dancing and
Miss Spangler had not tried to sing, the audience
would have been better pleased, but it was the
case of a dancer trying something out of her
province instead of building out the dancing act.

Chicago Capitol

Week Ending October 2

This week’s stage show featuring Del Delbridge
and his orchestra was called “China-Mania.” It
was a simple but pretty presentation devised and
staged by Clyde Hood with a cast headed by
Kerenoff & Maree, The Premier Trio and Joe
Whitehead. It ran as follows:

Opening: In full stage setting with band on
platform with background displaying a fan-like
shaped drop and all the boys dressed as Mandarins.

The opening band number was “My Chinese
Moon,” sung by Ralph Bart, a permanent fixture
of this house, assisted by the Capitol Ballet girls
in a novel routine of duet steps.

Del Delbridge makes his entrance during this
number also dressed in Mandarin outfit and directs
his band into an arrangement of “Annabelle Lee”
intermingled by many specialties by the boys, in-
cluding an aceordian bit by Andy Rizzo.

Joe Whitehead, formerly of vaudeville, makes
his entrance here in a routine supposedly to por-

tray a dope fiend and continues his chatter along
the same lines in between each specialty act.

Ralph Bart comes on again singing “When Day
Is Done” to the band’s arrangement of same, later
going into “No Wonder I’m Happy,” followed by
the ballet again in another one of their cute
routines with novel costumes and fans in typical
Chinese style.

After a few more gags by Joe Whitehead, the
Premier Trio, who are also known as the Lett
Sisters and Louise, make their entrance with their
harmony singing, opening with "Shanghai Dream
Man” and following with “Wherever You Go” into
a medley of songs ending with “Red Hot House.”
These girls have been reported many times before
in these columns, and as stated before, they are
just fitted for this sort of work.

A band arrangement of “Sing Me a Baby
Song” was next, after which Whitehead again
came on, this time doing some entertaining with
his voice and feet, singing a special song and
dancing a real Irish jig. For several minutes
afterwards Joe carried on some horseplay with a
few of the boys in the band, which kept the audi-
ence in a continuous laughing mood and proving
that he is a clever entertainer all around. If a
few of his off-color jokes were polished up,
Whitehead would be a riot on any bill, for he is
a clever performer and this audience went big
for him.

This was followed by another band arrangement
called “My China Maid,” from “Idle Dreams,”
which Ralph Bart sings as the ballet in Chinese
outfits come on for another one of their routines.
During this number the fan-shaped drop parts in
the center and folds down as the band platform
also separates with each end going in the opposite
direction, while the scrim curtain rises displaying
a pretty setting of a Chinese altar with a young
lady representing Budda sitting on top of altar.

During this number, Kerenoff in the role of a
Mandarin made his entrance, while the girls exit,
and after taking off his robes goes into his spe-
cialty of the Adagio with the Budda statue, who
turns out to be Maree. Kerenoff and Maree, the
best Adagio team that this reporter has been able
to witness in picture houses around here, seemed
to just fit for this particular presentation.

The Finale was very effective, especially as the
girls assemble on level platform around alter as
Kerenoff picks up Maree and throws her into the
dragon pit. The next scene shows Maree in the
grasp of the dragon as she was being carried off
into the land of poppies.

ORGAN SOLOS

Clark Fiers, (West Side, Scranton), used as
his featured organ solo the week of September
19, a novel community singing idea entitled
“Ring Side Seats,” which was a clever take-off
on the Dempsey-Tunney fight and included such
hits as “You Don’t Like It” (with the men and
women singing alternating lines to much fun),
“Just Like a Butterfly,” “At Sundown,” “Dew,
Dew, Dewy Day” and “Red Lips.” He encored
with “Me and My Shadow.” This week, Fiers
is presenting “A Southern Symphony,” which
features “Swanee Shore.”

Arthur Richter, (Wisconsin, Milwaukee), at the
organ played for his selection, “Which” which
included “Gorgeous,” “Falling in Love,” “Ain’t
That a Grand and Glorious Feeling,” and "Just
Like a Butterfly.”

Mack Edwards (State, Johnstown,) used for his
organ presentation the week ending October 1,
“When Day Is Done.” It met with good success.

Fred Kinsley (Keith Hippodrome, New York)
uses “C’est Voo” in an original way, working in

the American Legion convention at Paris and
ending with "Miss Annabelle Lee.” The boy puts
cut nothing but his own original numbers and
the applause of the great big house is some
appreciation in 60und and fact.

Johnny Winters, (Colorado, Pueblo), offered his
own original novelty, “Call It What You Like.”
Thet hidden gag was to urge the people into
singing louder as the choruses of "I’m Learning
Now,” “Me And My Shadow,” and "Tea For Two”
were flashed on the screen. He gained his pur-
pose on the strength of the old saying, “A tooth
for a tooth,” and before each song, he gave
them a spot number. The 6olo proved popular
and was well liked by the audience.

Harold J. Lyon (Ottumwa, Iowa, Capitol) re-
ports that his solo for week ending September
24 was called "Ask Me Another.” It was an
entirely comedy stunt by answering all questions
with a certain tune played on the organ. The
program consisted of the following songs, “There’s
Something Nice About Everyone,” "Hot Time in
the Old Town,” "I Wonder What’s Become of
Sally.” “Red Lips,” “Me and My Shadow,” “Nest-
ing Time,” "Under the Moon.” The last four
songs were used for community singing and
were well sung.

I. L. (EPPY) Epstein (New York Edythe
Totten) This theatre, which was recently opened
as an exclusive first run house for foreign photo-
plays, has a musical program conducted by
“Eppy” solely on the organ. Overtures of famous
classics and opera including bits of Broadway
hits are the tunes compiled and played by
“Eppy” at this house during the program. This
week a versatile program was offered in con-
junction with the “Lady From Paris” Starring
Vilma Banky.

Henri Keates (Oriental, Chicago) does a solo
called “Listen to This,” and it is a cleverly
arranged takeoff on contests, which seem to be
all the vogue this season of the year. The idea
back of the theme is for the audience to re-
hearse for the community singing contest which
is to take place here, there or somewhere. First
they warm up a little, then they get better and
better, all this to “At Sundown,” “Sing Me
a Baby Song,” "Just Once Again,” and other
popular ditties. He brought laughs with the
slides on prizes to be awarded, including an
enormous stein that would put Hinky Dinky to
shame, and a keg beyond our fondest dream.
All in all the crowd took it all in and enjoyed
it.

Henry B. Murtaugh’s (Chicago, Chicago) per-
formance, billed outside as “Say It With Flowers,”
was even more appropriately titled on the screen
billing as “Advice to the Lovelorn,” and if Mur-
taugh’s advice were followed it would be a sure
thing that every lover’s desideratum would be ful-
filled. "Under the Moon” was what he suggested
for Mr. Lover to sing to his girl, if she were that
smiling and honey and molasses kind ; then “I’d
Walk a Million Miles If It Would Take Me Nearer
You,” if one’s sweetie happened to be the sus-
picious kind ; if a little vain and not in line for
a beauty contest, he suggested to sing to her "I
Think You’re Gorgeous” : if she has been to col-
lege, polish up your grammar and sing a parody
on “Sundown,” using very high-fa-flutin’ words,
but in plain English “I Love You.” As a well-
deserved encore, he played "I’d Walk a Million
Miles,” etc., when junior cries, and if they are at
all dubious, he felt sure this little promise would
make them promise, too, to say "Yes.”

Herbert Koch (Capitol, Des Moines), back after
an operation on his tonsils, played the “Iowa
Corn Song” and a bit of “Home, Sweet Home”
to show how glad he was to be back. The audi-
ence joined in on the community singing during
the popular numbers he played.

SOLD $1,000,000 worth of CHICAGO REAL ESTATE (not county acres)

to your friends in the profession. Now presenting for your approval

MARQUETTE ROAD TERRACE

67th Street and Crawford Avenue

With all improvements in and ready to build on NOW. HOW ABOUT YOU?

CARME ROMANO

10 South LaSalle Street (Realestator to the profession) Chicago, 111.

COSTUMES FOR HIRE

PRODUCTIONS

EXPLOITATIONS

PRESENTATIONS

DDOOFC 1437 Broadway
DlVV/UlW Tel. 5580 Penn.

October 8, 1927

EXHIBITORS HERALD

43

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

THE BE BE WINS AGAIN

1~^EBE DANIELS, America’s favorite co-
ed, wins for the old school again in “Swim,
Girl, Swim.” This time the school is not
the familiar Colfax hut Dana (try to yodel
that into a college yell) and there is no
single scholastic competitor but a string of
them. It’s too bad girls don’t play football,
but Bebe does very well with this swimming
thing, and there’s still basketball in the
basket, not to mention debate. For my
part, they can go right on giving Miss
Daniels these collegiate things until they
run out of subjects and then they can begin
over again.

In this picture Miss Daniels starts off to
even worse than the usual disadvantage.
She’s a quite hopeless bug hunter, pal of a
screamingly funny professorial person whose
name I don’t recall, and the personable
James Hall is miles out of her campus
sphere. With the help of a channel storm
and one Gertrude Ederle, however, she man-
ages to overcome all and sundry difficulties
in time to paddle the school to victory and
slip into a somewhat clammy embrace with
the desirable young man at the finish.

The captions in this one are better than
those in most of its predecessors, and we
young folks who saw it at the Oriental thea-
tre last week had many a hearty laugh at
and with it all.

“ AFTER MIDNIGHT”

ORMA SHEARER and Lawrence Gray
are the principal performers in “After Mid-
night,” about which I will say as little as
possible for reasons of which I will say
more. It’s like this:

These pictures that depict the exciting
people and events distinguishing nocturnal
activity in the country’s major cities puzzle
me. I think I ought not to live in Chicago
if I am to air my reactions to them, for I
can find nothing like them in either the
highways or the byways of this town, al-
though the newspapers (particularly those
published elsewhere) assure me that Chicago
is the last word in matters of this kind. I
confess to having explored both the inns
and the outs of our community, not once but
repeatedly, without encountering anything
like the pictures assure us is to be encoun-
tered by even the stray youth and maiden
from the hinterland.

By T. O. SERVICE

Not, understand, that there isn’t plenty
going on of evenings in this gay town.
Rather that the things which go on are
not the ones that seem to appeal to fiction
writers as subjects for pictorial representa-
tion.. As a matter of fact, I have a deeply
grounded suspicion that the people who
compose these night-life chronicles live in
Succotash, New Mexico, and get their dope
out of True Confessions.

In “After Midnight,” for instance, Miss
Shearer is an unmistakably nice young per-
son who sells cigarettes in a night club and
saves a thousand dollars doing so — without
accepting gratuities. Mr. Gray is a promis-
ing young stick-up man who feels that he
has made himself honest, after being
knocked out of consciousness and into love
by Miss Shearer, by discarding his lead pipe
in favor of a taxicab. The girl who plays
Miss Shearer’s sister (I know her name as
well as my own but it gets away at the
moment) is a member of the night club
chorus and, though she attends parties where
guests received thousand-dollar bonds as
favors, is always broke.

The incidents wrapped about these three
people, as well as the settings in which they
occur, are made to seem reasonable hut not
quite important. This, of course, to me and
to me alone. As I say, I feel that I have
no business writing about pictures that I
don’t believe, and so I'll not do so.

BEERY HATTON

T

X HERE is quite a lot of good humor in
“Fireman Save My Child,” but it seems
pretty well spread out. Viewing the picture
at the Roosevelt, an ideal place, I had the
impression that the many Beery-Hatton fans
about me were eager to laugh and irksome
of delay. Perhaps the telephone-booth gag
in the first caption got ’em off to wrong
expectations, or perhaps the publicity
loomed between audience and screen, but
they didn’t roar as they did at the army
and navy classics. (Perhaps the Pullman
uniform, never adequately employed in com-
edy, is the one that the boys should be
given next.)

The individual incidents in “Fireman Save
My Child” are very funny. The school
house sequence is good, the brass pole

sequence is excellent and the piano footage
is superb. Even the banana stand stunt
gets across on its fourth recurrence. It is
during the lulls, which seem over numerous
for the footage, that the older pictures come
out of the shadows and smirk at you (or
rather me) with devastating effect. I should
like to view the picture again in company
with someone who has seen neither of its
predecessors.

“ SECRETS OF THE SOUL”

w E, meaning the office staff, are having
a lot of entertainment these days at the
Playhouse, where the Messrs. Mindlin are
getting away with a fine high grade of
murder and charging the populace plenty
for the same. I wrote of the project re-
cently in this space, specifically commenting
on “Potemkin,” and so it is necessary at
this time to add only that the coffee and
cigarettes continue to draw and the caption
writer to entertain. The pictures continue
unimportant.

“Secrets of the Soul,” second of the series,
is a German production illustrating some of
Dr. Sigmund Freud’s favorite and better
known theories. A somewhat rotund citizen’s
knife phobia is psychoanalyzed in plain view
of the audience and the censors, who no
doubt would be more than a little surprised
if they knew what it’s all about. Its com-
mercial exhibition usefulness is about one-
half of nil, but the Playhouse salesmanship
surrounding it is worth the money. (I
shudder to think what these boys could do
in a box office way if they had a real picture
to work with.)

I find myself peculiarly divided on the
subject of this “Little Cinema” thing. My
admiration for a good picture is such that
I suffer tremendously while the Playhouse
pictures are on; but my admiration for a
good showman is such that I sit through
the celluloid monstrosities for the laugh that
lies in the captions fore and aft. It is for
these that I consider the project worthy of
attention. If I could sell the commercial
exhibitor on the wisdom of stealing the
Mindlins’ act (without their pictures) I
should count no number of words too many
to have written. I shall make another at-
tempt, in a more extended article, at a
later date.

44

EXHIBITORS HERALD

October 8, 1927

THE FILM MART

(Special to the Herald)

LOS ANGELES, Oct. 4. — Universal is forging ahead
rapidly towards production of the current program with
three pictures of more than commonplace proportions
under way. One is “The Foreign Legion,” which Ed-
ward Sloman is making with Norman Kerry. The com-
pany is spending two weeks on location at Guadalupe,
Cal.

Paul Leni is in the second week of production on

“The Man Who Laughs,” rushes of which remind you
of “The Hunchback of Notre Dame.” Of course Uni-
versal does not plan to spend such an enormous amount
of money on it as “The Hunchback” but the company
hopes to make it a big film.

William Beaudine will soon bring another “Cohens
and Kellys” to the cutting rooms. This is the “In Paris”
edition in which George Sidney is again the big laugh hit.

Paramount Releases 10
Features in October

Paramount will release, during the month
of October, 10 feature pictures, three of
which are exceptionally fine. They are as
follows : “The Rough Riders,” Oct. 1 ;
“The Way of All Flesh,” Oct., 1 ; “Figures
Don’t Lie,” Oct., 8; “Shootin’ Irons,” Oct.,
8; “Shanghai Bound,” Oct., 15; “A Gentle-
man of Paris,” Oct., 15; “Jesse James,”
Oct., 22; “Now We’re in the Air,” Oct., 22;
“Underworld,” Oct., 29 and “Woman on
Trial,” Oct., 29.

Paramount has withdrawn Wil-
liam Powell from the cast of "The
Legion of the Condemned sequel
to "Wings,” which entered pro-
duction last week, in order that
he may play a more important
part in the next Emil Jannings
picture, as yet untitled. Charles
Barton, who had a small part in
“Wings,” has been added to the
cast of “The Legion of the Con-
demned,” and will have a much
more importnat role.

Jannings’ next picture, to be
directed by Josef von Sternberg,
goes into production this week. It
deals with the life of a military
man, famous in contemporary
Europe, it is said.

Martha Franklin has been added to the
cast of “Serenade,” Adolphe Menjou’s next
picture in which Kathryn Carver plays op-
posite the suave Menjou. We will be glad
to see Menjou as a musician, the part he
plays in this picture, rather than as another
of those head waiters. We ar« fed up on
head waiters. But even as such, Menjou
is just about our idea of a perfect screen
actor.

Richard Arlen has been assigned his
sixth role of the season, the male lead in
“Under the Tonto Rim,” a Paramount-Zane
Grey production, which John Waters will
direct.

Six F B O Units Break
Location Record

F B O broke all records for location trips
ever made by the company last week when
six units scattered to various parts of Cal-
ifornia to shoot scenes for as many pic-
tures.

Ralph Ince took Lois Wilson, Lucila
Mendez, Rudolph Cameron and others to
Venice to get scenes for “Coney Island.”
Bob Steele went to Kornville with a score
of Indians to make “The Renegade” under
the direction of Wallace Fox. Jerome
Storm and a company of players to support
Ranger, the dog star, traveled up the Big
Cahunga river for scenes in “The Swift
Shadow.” Tom Tyler loaded his gang in
busses and trucks and dashed off to Warn-
er’s Hot Springs where the exteriors for
“When the Law Rides” will be made ; and
Robert DeLacy is still in the High Sierras
making scenes for “Red Riders of Canada.”

John Fox, Gene Stratton and
Hobart Bosworth have been cast
for “Freckles,” the Gene Stratton-
Porter story which Leo Meehan
will produce for F B O. Gene
Stratton is the granddaughter of
the late Mrs. Porter.

Preliminary preparations were
started last week on “Legion-
naires in Paris,” a feature comedy
to be produced by F B O with
A1 Cooke and Kit Guard in the
featured roles The picture will
have a background of the Legion
convention now in Paris.

Brothers of famous film stars still con-
tinue to crash into the motion picture
studios. Cleve Moore, brother of the
famous Colleen, has been cast for an im-
portant role in “Her Summer Hero,” an
F B O picture with Duane Thompson and
Hugh Trevor cast in the leading roles.

Pathe Co-Stars Joy
and LaRocque Again

For the first time since “The Ten
Commandments,” Rod LaRocque and Le-

atrice Joy will be co-starred again when
Pathe-DeMille begins its special, “The
Blue Danube.” It is to be one of the
most pretentious productions made at
the DeMille studio this year. The film
version is from the story by an Austral-
ian poet, John Farrow, and Paul Sloane
will handle the megaphone on the pro-
duction.

It is said that the marine photog-
raphy in “The Wreck of the Hes-
perus” is of unusual beauty, and
the credit goes to John Mescall,
the chief photographer. Virginia
Bradford and Frank Marion are
featured in the romantic leads and
the cast includes such players as
Alan Hale, Sam DeGrasse, Ethel
Wales and others.

Katherine Dale Owen, who made
her last stage appearance in New
York in “The Play’s the Thing,”
has been added to the cast of “The
Wise Wife,” which E. Mason Hop-
per is directing for Pathe-DeMille,
with Phyllis Haver featured.

Vera Reynolds is now busy in the
Pathe-DeMille studio, being starred in
“Almost Human,” which Frank Urson is
directing.

Robert Edeson has been cast for the
part of Flynn, the attorney, in “Chicago,”
the picture that Pathe-DeMille is mak-
ing from the stage play of the same
name. The part is said to be next in im-
portance to that of Roxy, the character
portrayed by Phyllis Haver. Upon com-
pletion of this role, Edeson will begin
work in “The Blue Danube.”

Fox Makes Changes
in “ Balaoo ” Cast

The following revisions have been
made in the cast of “Balaoo,” the Fox
picture which Richard Rosson is direct-
ing: Norman Trevor replaces William
Turner and Barry Norton, recalled for
his work in “What Price Glory,” takes
over the role formerly assigned to Lloyd
Pantages. Maude Turner Gordon has
been added to the cast. The leading
characters of “Balaoo” are played by
Edmund Lowe, who just finished work
in “Publicity Madness,” and Leila
Hyams. Gustav von Seyffertitz portrays
an important role in the picture.

“Balaoo” is a mystery picture
concerning a mysterious ape-like
man who stalks ominously through
the action of the picture.

Capital Financing for Chain Theatre Expansion

Theatre Unancinq

CORPORATION qf’AMERICA i/

162 North State Street CHICAGO

October 8, 1927

EXHIBITORS HERALD

45

[THE THEATRE]

[ Q^LjDepartment of Practical Showmanship ^

HALLOWEEN EXPLOITATION PROVES
GOODWILL BUILDER FOR THEATRE

When Halloween conies, every town in the country is confronted with the problem of keeping the young boys
of the town in check. The problem is a serious one and usually goes unsolved. Theatre exhibitors may say that this
is no problem of the theatre, and perhaps it isn’t.

But any theatre that can advance a scheme that will keep the town’s youths in order over the holiday will win
the undying gratitude and good will of the community. So The Theatre is offering a plan here that has proven
a thorough success.

It was successfully used last year by
the Des Moines theatre of Des Moines,
la., and proved to be one of the most suc-
cessful exploitation stunts ever attempted
in the city. That it worked to perfection
for this theatre, should prove that it can
be as successfully used this year by other
theatres.

The exploitation was a three way tieup
sponsored by the theatre and the Des
Moines Daily Capital newspaper and
approved by the public school authori-
ties. Briefly the exploitation was a free
theatre party for all students of the pub-
lic schools who wanted to assist in mak-
ing the celebration law abiding.

Thousands of much pleased children,
hundreds of willing parents and that
somewhat rare “school backing,” worked
together to make the affair unusually
valuable. Favorable commendation of
the police department and the city coun-
cil furnished further impetus to the
project and helped give the free picture
show wide publicity.

For many years Des Moines young-
sters in the seventh grade and above
have assisted local police on Halloween
when they have been sworn in as special
deputies to watch over their own neighbor-
hoods in an effort to prevent destruction
of property and insure a sane celebration.
Much work has been done in the schools
to create civic pride and respect for the
law.

Obtain School Backing

The school editor of the Des Moines
Capital suggested to Herbert Grove,
manager of the Des Moines theatre, that
they sponsor a morning show to honor
all youngsters who expected to assist
in making the celebration decent. Mr.
Grove agreed at once. The backing of
the school authorities was much desired.
This is not always easy to obtain be-
cause Parent Teacher associations are
particularly skittish about endorsing any-
thing which smacks of the “movies.” Too
many parents believe that motion pic-
tures are just another avenue downward!

A conference between the superin-
tendent of school and the school editor
was most fruitful. The superintendent
liked the idea of the public recognition
of the children’s attempts to be good
citizens. “Write me a letter,” he said,
“so that I will have the facts before me
in black and white.”

Each week on Tuesday, a bulletin is
sent to every school from the superin-

tendent’s office. The letter was incorpor-
ated into the bulletin with the comments
of the superintendent as here quoted.
This went out Tuesday before the Sat-
urday morning show. On the same day
the newspaper made the announcement
with a front page story. The school
people were shown that this was a most
carefully chosen film and not just any old
picture palmed off on the children. The
superintendent’s comments preceding the
copy of the letter were as follows:

“The Des Moines Capital is sponsoring
a Hallowe’en party next Saturday morn-
ing for school pupils in an attempt to as-
sist us in promoting good citizenship and
a spirit of real sportsmanship in the ob-
servance of Halloween.

Bulletin Prints Letter

“I have received the following letter
from the school editor of the newspaper
which I am reproducing here in full so
that all principals and teachers will un-
derstand just wffiat the newspaper is
hoping to do.”

Here is the body of the letter: “The
Des Moines Capital and the Des Moines
theatre will be joint hosts to Des Moines
school pupils who are supporting the
movement to make the celebration of
Halloween decent and sane. The party
will take place on Saturday morning at
the Des Moines theatre. The time and
other details will be announced later.

“After looking at numerous ‘Westerns’
we rejected all of them as not the sort

OF FILM MATERIAL WE COULD SPONSOR for

such a puropse. Then we remembered
that there is a newcomer, Ken Maynard,
working for First National pictures, who
makes thrilling Westerns but of a differ-
ent sort. Having seen a pre-view of one
of his films, ‘Senor Dare Devil,’ (which
may sound lurid, but which isn’t!, Her-
bert Grove, manager of the Des Moines
theatre, got the film for us and that will
be the main feature. There will be a
short reel in addition.

“We feel that it is rather up to the
public to show appreciation of the work
of the youngsters in this attempt to
make their citizenship count tor some-
thing definite. We are inviting them
as our guests because we think they will
like the attention which we want to give.

“If you can put an announcement in
the bulletin we will appreciate it greatly.
We are doing this out of a clear sky,
as it were, with no strings attached. We

expect to print some sort of coupon
stating that the youngster who presents
it at the door of the theatre Saturday
morning, is one of the group upon which
the community can depend to help put
over the right sort of Halloween celebra-
tion.”

Leaders Attend Show

When the coupon, two columns wide
with a cut of Maynard was printed, we
also announced that all special deputies
would be admitted upon showing their
badges. This was a good move and
brought to the theatre leaders in practi-
cally all the neighborhoods in town. We
made one big mistake in not asking these
boys to act as ushers for the show. The
psychology of such a move is evident.

When we asked the mayor what he
thought of the plan he was so enthusiastic
that we invited him to make a short, snappy
talk before the picture. We had already
asked the traffic chief of the police depart-
ment to at least give a word of commenda-
tion to the assembly.

There never was such a crowd! They
were at the doors at seven in the morning!
Such splendid behavior as those children
exhibited is yet the talk of the town. You
see, they were guests because they did know
how to behave and they surely lived up to
their ideals. It was a great triumph for the
schools.

The house was packed, two in a seat
in many cases, and S. R. O. in the lobbies-
both upstairs and down. Of course-
they talked and laughed but the minute
the mayor stepped on the stage, there
was dead silence. He was followed by
the traffic chief. It was a veritable love
feast, with the adults praising the chil-
dren for their fine attitude and the young-
sters applauding the adults for their
splendid judgement.

First Mr. Grove put on a Felix film,
the one with the ghosts cavorting about.
It was a fine thing for Halloween. The
children went wild over “Senor Dare
Devil” and fairly shook the roof. No
hero ever received more applause at such
an affair. Paper megaphones advertising
ing a coming show were given out at the
door as the audience left.

It might be noted that Des Moines
enjoyed one of the most sane celebra-
tions in its history. We feel sure that
the attention of the public to the purpose
of the picture party contributed greatly
to this end.

46

EXHIBITORS HERALD

October 8, 1927

Theatre Uses Ten Mediums

for “Rough Riders” Campaign

IN a huge exploitation campaign to put over “The Rough Riders,” the
Paramount special, the Publix Metropolitan theatre at Houston, Tex.,
recently made use of ten different mediums. The campaign began four
weeks before the showing of the picture, using 24 sheets, painted signs, pri-
vate guest showing, window displays, newspapers, painted banners on parking
stations, roto heralds, trailers, club tieups and one sheets in prominent stores.

Manager James Owen Cheery, believed
that as Paramount’s “The Rough Rider”

One of the newspaper ads used by
the Metropolitan theatre at Hous-
ton, Tex., to put over Paramount’s
special, “ The Rough Riders.” The
ads were designed to carry out a
new policy of using press book
clippings worked into art layouts.

was made in Texas it should receive the
very last word in exploitation, so four
weeks in advance to his showing, he set
out to tell Houston people that this picture
was coming.

On Main Street, the center of Houston
business activity, he obtained a large paint-
ed sign space for a nominal sum, and used
this four weeks ahead of the showing to
work up interest in “Rough Riders.”
Twenty-five 24 sheets were posted two
weeks in advance, in locations on the busi-
est streets in Houston. These were stripped
with a “Coming” teaser strip, changed to
the play date one week in advance. Addi-
tional 24 sheets to the extent of 20 were
posted one week in advance, together with
200 one sheets in prominent windows and
outside locations.

Eighty-seven inserts on the picture were
used upon the opening day in the larger
stores, and 200 of the oversize window
cards were tacked over town, around schools
for the most part. A sign company was
given orders to prepare huge banners for
all parking stations, and over 20 of these
were used. Ten of the accessory ban-
ners were used in the vicinity of the
schools, which opened the week before
“Rough Riders” played. Two thousand
rotos were distributed in cars on Main
Street two days in advance, and the pro-
gram booklet, supposed to be sold at the
door, was given out to all members of
luncheon clubs, a week in advance.

Private Show for Guests

One week ahead of the showing, a pri-
vate screening was given at the Metropoli-
tan for 150 invited guests, including Span-
ish-American War veterans, two original
members of the Rough Riders, two former
governors, the mayor, city officials, army
officers, newspaper men, and social leaders
of the city. Public indorsement of the
picture by various of those who attended
was obtained, and the biggest names were
used in the advance ads on “Rough Rid-
ers.” All newspapers carried stories on the
screening, and three spreads of “Rough
Riders” photos were obtained. Program
( Continued on page 47)

This painted bulletin was erected on one of Houston’s busiest thoroughfares
four weeks in advance to announce the coming of Paramount’s special, "The
Rough Riders,” to the Publix Metropolitan theatre. It was just a small part
of the advance exploitation.

Gus Grist’s Rise
Shows Opportunity
in Publicity Field

GUS GRIST

With the recent promotion of Gus Grist
to the New York office of the advertising
department of Publix Theatres Corpora-
tion from publicity director of the How-
ard theatre, Atlanta, Ga., another incident
has been added to the testimony that
promotion always awaits determined ef-
fort and ambition, and to the fact that
there is a great field for theatre pub-
licity and exploitation.

Today Gus is only 23, but he has had
seven busy years of theatre work and
experience. It was back in October,
1923, that Gus broke into the game. S.
A. Lynch was in his prime; Southern
Enterprises, Inc., was in its second year.
Gus set his heart on getting into that
organization, and so well did he sell
himself to that organization, he was
given a job and put in charge of sta-
tionery and supplies.

It was not what Gus wanted but at
least he was working in a theatre, so he
gave the job all he had. All the while,
however, he had his eye on the pulicity
department.

In the second year of his connection
with Southern Enterprises, a call went
out for a personable young chap to serve
as doorman at the Howard theatre, the
company’s deluxe house in Atlanta. Gus
wanted the job and got it, continuing
to keep charge of the stationery and sup-
plies in the daytime and admitting pa-
trons to the Howard by night.

His big opportunity came in August
of 1924 when he was transferred to Ashe-
ville, N. C., as assistant manager of the
Imperial theatre. A few weeks later he
was placed in charge of publicity not
only for the Imperial, but the Strand
as well. Less than six months later he
was manager of the Strand.

Gus’ hard work and ability did not go
unobserved. In October of 1925 he was
again transferred, this time to Green-
ville, S. C., where he became manager of
the Rivoli and Egyptian theatres. He
was swinging along at a fine pace in
Greenville when the Howard theatre in
Atlanta demanded a top-notch publicity
director. Gus was picked for the job.

Back he came to Atlanta in February,
1926. There he stayed until he was called
to the New York office of Publix. During
that time he had devised and engineered
( Continued, on page 47)

October 8, 1927

EXHIBITORS HERALD

47

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

A Vote Against Non-Stop Flights

Nashwaxjk, Minn. — To the Editor: In
the words of Will Rogers, all I know is
what I read in the papers and the papers sure
have been bubbling over with news of late,
including thq Tunney-Dempsey fight, and
the nonstop flights act. I have noticed other
exhibitors air their views in the reader
department of the Herald and I just feel
as though I would bust if I didn’t say a
few words.

I had hoped that I would be able to
get down to Chicago last week and see
the fight, take in a ball game and last
but not least visit the Herald. I wrote a
friend of mine regarding seats for the
fight and here is what he said: “Friend
Brown: Relative to seats for the big fight
I find that all the good seats have been
bought by producers and stars and am told
that the price ran well into four figures.
There are any number of $40 seats avail-
able and as you no doubt know the $40
seats are all in Illinois but the $10 seats
I am told are in Indiana, while the $5
seats are four miles out on the Lincoln
highway. The $40 seats have one big ad-
vantage as you will know when the fight
starts as you will be close enough to hear
the gong, but I am told that the referee
has borrowed two flags from the naval
station and will wig-wag the progress of
the fight to the outlying districts. That,
of course, will help.”

Well, I decided the financial and physical
strain would be too much and knowing
that all the stars and producers were there
backing Dempsey, just to be contrary I
placed my money on Gene Tunney and
stayed home and saw the fight via radio
with Graham MacNamee at the “mike”
from the ringside so we got the fight blow
by blow with all its thrills.

It is not a case of sour grapes with me
because I could not afford to attend the
fight. In fact, when MacNamee told us
all the Hollywood bunch that was down
at the ring side I felt glad I was at home.
This brings me down to the point I was
going to write about. I want to openly
challenge any man connected with the film
industry to a debate, “Resolved that pro-
ducers are long on money and short on
judgment,” the debate to be held in Sol-
diers Field sometime in January or Feb-
ruary. I reserve the right to name three
judges and will ask J. C. Jenkins, F. J.
O’Hara and Philip Rand to act as judges.

The trade papers announced that M-G-M
would release “The Big Parade” to small
town theatres in September. I should
have known better but I didn’t so I asked
our good natured M-G-M exchange man-
ager to quote me the price for Nashwauk
which is a very small town. He said I
must play it four days, the admission must
be 50 cents, the rental is based on two
full houses per day, meaning it would cost
me $400 per day or $1600 for four days.

Perhaps they expected me to help finance
that Coast to Coast non-stop trip of Leo,
the flying lion, that ended in a canyon out
in the wilds of Arizona. The plane, a
duplicate of Lindy’s, piloted by Martin
Jensen, winner of second prize in the
Dole Pacific flight, must have cost a barrel
of money, and if you can show me any
sense or reason of a stunt of this kind I

will show you a white hen that lays a
black egg.

Today’s paper states that M-G-M is in-
terested in a broadcasting chain to start
soon and will spend $5,000 per week broad-
casting. This is practical and sound sense
and I hope to be able to tune in with my
one tube crystal set.

Seriously speaking, I know many a
small town exhibitor in this section that
has never been able to spare the time and
money to see the inside of a film exchange
in Minneapolis only 200 miles away, much
less Soldiers Field, Chicago. We small
town exhibitors in order to keep open must
of necessity be our own operator, janitor,
bill poster, and manager and handy man,
and a great number of the boys have side
jobs to help out, and I am stating the truth
when I say any number of them have had
to draw on their salary at other work to
pay film rental.

For my part I have no complaint to offer
and during the past year I have bought very
sparingly, bought only such pictures as I felt
sure would appeal to my patrons and furnish
entertainment for the family trade. I
have insisted and got a price that was fair,
and in return gave the pictures to the
public at popular prices and only four
times during the year did I raise my ad-
mission above 25 cents. The results have
been most gratifying and my attendance
has been the best in years. It is my
honest opinion that the picture-going pub-
lic has been over-fed the past five or six
years on mediocre pictures at advanced
admissions. To my way of thinking one
of the greatest improvements the past year
from the small town angle is the cutting
down of footage, as most all features are
now confined to six or seven reels.

In closing will say that if producers and
distributors will cut the non-stop flights of
wasted dollars and pass it on to us little
fellows in the form of lower film rental
we might be able to keep open this winter
which in this section has already set in
with our first blanket of snow. The
sheriff is a friend of mine but I don’t like
to have him hanging around. I move that
we give the fellow who devised and pro-
moted the flying stunt for “Leo” a fur-
lined hippocket flask as a prize for the
best bonehead publicity stunt of the year.
I will be on the air again as soon as some-
body contradicts my statements.

This is Crockett Brown announcing and
signing off at 4:20 p. m. Good night,
everybody. Grand theatre, Nashwauk,
Minn.

Agrees With Cohen

KISSIMMEE, FLA. — To the Editor :
In reply to the letter of D. Silis Cohen,
Jr., in your September 17 issue, I am in-
clined to agree with Mr. Cohen that your
percentage reports or “The Box Office
Ticker” is not worth the page that it is
printed on. The only thing it is good for
is a lever for the producer whose pic-
tures stand at the top of the list.

This becomes more apparent to the man
who operates more than one theatre. We
have two in towns nine miles from each
other, and we can never tell from one town
what the reaction to a picture will be in
the other.

The former owner of one of our the-
atres never failed to write up a picture for
the Herald. He even went so far as to
say that he would pay several times the
price his competitor would for a certain
star. Certain officials in New York saw
that report, and he paid the price next
time. That exhibitor is now out of busi-
ness, and we re-bought his contract at
LESS THAN HALF of what he paid for
them.

An honest report, we feel, will help, but
a percentage, never. One man may exploit
a flop and make good money, where an
honest exhibitor will hesitate to fool his
public. Another exhibitor, taking his cue

from a dishonest exhibitor, boosts a pic-
ture to his loss, financial and otherwise.

Any report or review is the view of but
one man, and is not to be relied upon. Pete
Harrison has the reputation of being honest
in his convictions, but checking up on Pete
we find that while his reports may be true
for New York and some other places they
are often the bunk for us. Our plan is to
digest everything we can on a picture and
then take the average opinion and play
a picture on that basis.

However, you are to be commended for
your attempt to give the exhibitor every
aid you can. We take most all of the
trade papers, and while some of the others
may be ahead of you in news value, as far
as exhibitors aids go you lead the field.

We feel that if you would devote that
space to practical hints for the showman
or copy that could be used by the small
exhibitor, that the space now used would
be more valuable than any reports you
might publish.

We wish to express our thanks for the
good work that the Herald is doing, and
the pleasure of being one of your sub-
scribers. With best wishes. — LaRoy H.
Zehrbach, General Manager, Lago Vista
Enterprises, Inc., Bon Air theatre, Kissim-
mee, Palm theatre, St. Cloud, Fla.

10 Mediums Used in
“Rough Rider ” Drive

( Continued from page 46)
booklets were also passed out to those who
attended the screening.

Over 50 special window displays were
obtained by Metropolitan ushers, using the
colorful 14x17 lobby photo for tieups with
merchants. Trailers, in teaser form, were
run two weeks in advance, and the regular
trailer, made up in a special form, one
week in advance. Paul Spor, the director
of the bandshow, announced the picture
one week in advance from the stage during
his program.

Newspapers Co-operate

Newspapers were especially co-operative
in publishing stories and cuts on this pic-
ture, owing to its state and local interest.
One of the papers, the Chronicle, found a
veteran of the original Rough Riders com-
pany residing in Houston, and carried a
series of stories and interviews on this
character. Theodore Roosevelt was played
up in all stories, and the great similarity
between him and Frank Hopper, who plays
the part of Teddy in the picture, was the
medium for feature stories.

Newspaper ads were started five days in
advance of the showing, with the utiliza-
tion of white space the predominant note
in their structure. Ad space was increased
from six to 15 inches on each ad. One per-
sonal indorsement ad by the staff of the
Metropolitan was used on the date of the
opening of the show. Pictures of each
member of the staff was used in the ad,
with their indorsement. Very little type
copy, and a majority of white space marked
all the ads.

Gus Grist Promoted

( Continued, from page 46)
publicity campaigns that would do credit
to some of the biggest boys on Broad-
way. He made friends of patrons beyond
counting, and he had met the infinitely
harder test of making friends of the news-
paper boys. When the New York pro-
motion came every one of them gave
Gus good stories in their papers. The
Atlanta Constitution called him "the
Prince of publicity men.”

Any publicity man can well listen to
the story of Gus Grist, the boy who
climbed from doorman and office man
to a berth on the advertising department
of one of the country’s largest theatre
chains in seven short years.

48

EXHIBITORS HERALD

October 8, 1927

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The

Recognized N ational

Classified Advertising Medium

Help Wanted

WANTED — First Class Mechanic and Motion
Picture Equipment Repair Man, thoroughly ex-
perienced on Simplex, Powers and Motiograph.
Good salary, splendid position and wonderful
opportunity for the right party. References re-
quired. Address Box 210 Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

Business Opportunity

OPPORTUNITY — to own and operate subur-
ban theatre and become affiliated with circuit is
offered right party. Address United Theatre
Circuit, 3413 Lisbon Ave., Milwaukee, Wis.

Position Wanted

THEATRE MANAGER — 20 years experience,
practical knowledge of all movie work as follows,
manager equipping houses, advertising, projection
engineer, photography, Exchange manager, etc.,
am married and a protestant employed at pres-
ent. Address Box 212 Exhibitors Herald, 407 S.
Dearborn St., Chicago, 111.

Organist, experienced and reliable, available for
first class permanent proposition. Address E. H.
Gordon, 2548 Glenmawr Ave., Columbus, Ohio.

Youn man 22 years old, experienced assistant
manager desires position. State salary. Address
Box 213 Exhibitors Herald, 407 S. Dearborn St.,
Chicago, 111.

MALE ORGANIST — plenty experience. Abil-
ity; Snappy Jazz; Improvise; Classical; Excellent
library ; Cue accurately ; Piano for vaudeville ;
Feature; Union; Married. Address Box 206, Ex-
hibitors Herald, 407 South Dearborn Street, Chi-
cago, Illinois.

COMPETENT OFFICE MANAGER, AC-
COUNTANT, SYSTEMATIZER, CORPORA-
TION CASHIER. 5 years last position. Bring-
ing order out of chaos a specialty. Will go any-
where. Married. Address Box 208, Exhibitors
Herald, 407 South Dearborn Street, Chicago Illi-
nois.

OPERATOR AND ELECTRICIAN — Ten
years’ experience. Married. Wants steady job.
Address Box 93, Cedar Falls, la.

Theatre Wanted

WANTED THEATRE— Town of 2,500 up.
Must bear closest investigation, be a paying
proposition under a good management. Will pay
cash for right kind of house priced right. Ad-
dress Wm. A. Clark, Jr., Havana, III.

Theatre For Sale

Star Theatre at Davenport, at a bargain if
taken at once, terms if necessary. Write J. W.
Thornton, Greenfield, Iowa.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Addre-s
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

HIGH SPECIALIZATION AND GREAT
SKILL in mechanics — a shop and tools built
for a purpose — can produce nothing but the best
of results and satisfaction. This is what Joseph
Spratler has in conducting his own motion picture
equipment repair business. Send your work to
me and satisfaction will be assured. Relief equip-
ment loaned free. Address me at 12-14 E. Ninth
Street, Chicago, Illinois.

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

1,000 DANDY UPHOLSTERED chairs twenty
inches wide and for regulation sloping floor. These
chairs are from one of Chicago’s finest theatres
and we will guarantee every chair to be in per-
fect condition before leaving Chicago. Write for
exact photograph and exceptional low price. Ad-
dress C. G. Demel, 845 South State Street, Chi-
cago, 111.

SPECIAL: 650 Upholstered leather chairs,

taken out from one of Chicago’s finest legitimate
theatres that has been dismantled. These chairs
are a combination dark red mohair, upholstered,
panelled back with newly upholstered red imi-
tation Spanish leather seat to match. The seats
are one of the highest spring constructed chairs
that is made by the Andrew Chair Company, at
very low prices. Address Illinois Theatre Equip-
ment Co., 12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

We will buy two Powers 6B used machines in
fair condition, less lamp and with A.C. Motors
if priced right. What have you? Give com-
plete details on machines, condition, mechanism
number. Rialto Theatre Supply Co., Minneapolis,
Minn.

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

FOR SALE — Oakland Theatre, Marion, Ohio.
Beautiful suburban theatre in Oakland Heights.
Capacity 400. All Equipment up to date, in-
cluding Kimball Pipe Organ, Simplex Machines,
etc. Address G. H. Foster, c/o Marion Photo-
Play Co., Marion, Ohio.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes. Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Sell ng
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

October 8, 1927

EXHIBITORS HERALD

49

4‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors * reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

THE BLOOD SHIP: Special cast — Here is the
daddy of all sea melodramas, and, boy, how they
applauded this picture. I ran the “Yankee Clip-
per/* and what a louse that much touted P D C
film proved to be, and what it cost. P D 0
should be ashamed to mention it. Columbia sure
showed them up. — C. C. Dunsmoor, Legion the-
atre, Marshalltown, la. — General patronage.

FBO

ARIZONA NIGHTS: Fred Thomson— 100%.
September 3. Well Thomson packed them in.
I think what helped was advertising this pic-
ture as being the last we had booked of his
for this year. However, I do not consider this
to be as good as some of the others. Talk about
the impossible stuff on Mix, you should see
Thomson in this one kill a whole band of
Indians by merely riding around in a circle and
hitting them on the head one by one. Seven
reels. — G. M. Lounsbery, I. O. O. F. Hall, Grand
Gorge, N. Y. — Small town patronage.

LADDIE: Special cast — 90%. Very good pic-
ture which has wonderful drawing power for
the small town exhibitor. It will make you some
money. Seven reels. — W. L. Campbell, Alert
theatre, Steuben, Wis. — General patronage.

LIGHTNING LARIATS: Special cast— 87%.
September 17. Drew like a house afire on Satur-
day. Frankie Darro draws the kids. Story just
a little above the average. Five reels.— E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

TARZAN AND THE GOLDEN LION: Special
cast — 85%. September 3. The paper and the name
make this a great business getter, but not so much
to the picture, although it will get by as a pro-
gram picture. Seven reels. — W. L. Campbell,
Alert theatre, Steuben, Wis. — General patronage.

TOM AND HIS PALS: Tom Tyler— 80%. Can-
not say too much for the whole series of Tyler
pictures. They sure are great and go over fine.
Good clean stories with Frankie Darro making
a great combination. Not big, but good. Five
reels. — W. L. Campbell, Alert theatre, Steuben,
Wis. — General patronage.

THE GINGHAM GIRL: Special cast— 75%.
September 18-19. This is sure a fire hit for any
theatre large or small. Sure pleased them. The
wise cracks by Arthur are very clever and the
acting is fine. Couldn’t ask for a better Sunday
show. Ten and 25 cents. Seven reels. — Roy
E. Green, Scenic theatre, Holstein, la. — Small town
patronage.

BREED OF THE SEA: Ralph Ince— 75%.
September 6-7. A wonderful story laid in the
South Sea Isles. A Peter B. Kyne novel. The
picture is marvelous, pleased all and drew very
well. Should have extra advertising to pull as
paper is rather weak. Print good. Seven reels.
— A1 Stoddard, Rex theatre, Madisonville, Tex. —
General patronage.

ROSE OF THE TENEMENTS: Shirley Mason—
65%. September 20. A wonderful little picture
ruined by a bum ending. Not one of our patrons
failed to tell us of it, either. Can’t understand
why a producer will let a picture like this go
and call it okay. Seven reels. — A1 Stoddard, Rex
theatre, Madisonville, Tex. — General patronage.

THE ARIZONA STREAK: Tom Tyler and Pals
—60%. September 17. Very good Tyler and pleased
our patrons as well as any Tyler we have used

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

to date. Five reels. — A1 Stoddard. Rex theatre.
Madisonville. Tex. — General patronage.

SPLITTING THE BREEZE: Tom Tyler and
Pals — 50%. September 10. Very good, but not as
good as average for Tyler and his squad. Pleased
majority, and that’s well enough. Five reels. —
A1 Stoddard, Rex theatre, Madisonville, Tex. —
General patronage.

THE MAGIC GARDEN : Special cast — 40%.
September 1,8. Gene Stratton Porter’s last novel
turned out to be a good clean family entertain-
ment, and it brought out a good sized crowd.
Nothing so awfully big, but the biggest we had
this season on Sunday and the main thing was
that it satisfied. Seven reels. — R. Duba, Royal
theatre, Kimball, S. D. — General patronage.

HER HONOR THE GOVERNOR: Pauline
Frederick — 20%. September 4. Very good picture
of its kind and should please the most critical
audience. It’s good from start to finish. See it
and judge for yourself. Seven reels. — R. Duba,
Royal theatre, Kimball. S. D. — General patronage.

A REGULAR SCOUT: Fred Thomson — 18%.
September 21. Fred again made a show that will
thrill the picturegoing public for some time. It
is good all the way through. Six reels. — R. Duba,
Royal theatre, Kimball, S. D. — General patronage.

BIGGER THAN BARNUMS: Ralph Lewis— 18%.
August 17. This picture should please any and
the most critical audience. It is a real circus
picture and it drew 10% more over any other
picture I have played on mid-week days. Good
for Sunday. Seven reels. — Rudolf Duba, Royal
theatre, Kimball, S. D. — General patronage.

THE CACTUS TRAILS: Bob Custer— 18%.
September 14. As usual Bob gave us a first class
show. Patrons like him very much, and always
asking when we will have him again. We have
only one (1) of his pictures to play. Sorry. We
have been trying to find out who he will go with,
but have not succeeded so far. We certainly do
not want to take him out of our program.
Print not in very good condition. Six reels. — J.
S. Landry, Columbia theatre, Morganza, La. — •
Small town patronage.

OUT OF THE WEST: Tom Tyler— 9%.
September 14. Say, boys, if there ever was a
good picture here it is. Tom Tyler has sure got
them so that when I play him again and his
picture will be as good as “Out of the West” it
won’t take very long that he will be as good as
any of the big Western boys at the box office.
Five reels. — R. Duba, RJoyal theatre, Kimball,
S. D. — General patronage.

FLAMING FURY: Ranger— 7%. August 31.
Nice dog picture which did not do any business,
so let it go at that. Five reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

KOSHER KITTY KELLY: Viola Dana—

September 20-21. One of those Hebe-Harp pic-
tures which seem to please everyone. Dana being
in it helped the drawing power for me. Seven
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

BORN TO BATTLE: Tom Tyler— September
17. A mighty good Western. Makes a good pic-
ture for Saturday night. Pleased them all. Had
a big crowd. Five reels. — Andrew Rapp, Thea-
torium, Emlenton, Pa.- — General patronage.

First National

THE LAND BEYOND THE LAW: Ken May-
nard— 93%. September 17. I predict that if First
National doesn’t kill him with poor stories and
directing. Maynard will have as big a following
as Thomson by another year. He is getting to
be a better actor all the time, and isn’t quite so
camera ehy as at first. This is a particularly
good Maynard, and Tarzan pulls some great
stunts. Seven reels. — G. M. Lounsbery, I. O. O. F.
Hall, Grand Gorge, N. Y. — Small town patronage,

MISS NOBODY: Anna Q. Nilsson— 90%. A
dandy with enough comedy to make it a real
show. If you have it on your list boost it. No
one can kick on this picture. Eight reels. — W. L.
Campbell, Alert theatre, Steuben, Wis. — General
patronage.

SOMEWHERE IN SONORA: Ken Maynard—
83%. August 20. Ken Maynard is going better
with us. Each picture seems to pull a few more.
This, we consider, a particularly good Maynard.
We had to get some Western star to take Thom-
son’s place and Maynard seems to be doing it.
Since Thomson has gone with Paramount, we
expect we will be unable to buy his pictures, for
Paramount believes in taking all the money you
take in at the ticket office, and leave you to pay
your overhead out of your pocket. Seven reels. —
G. M. Lounsbery, I. O. O. F. Hall, Grand Gorge,
N. Y. — Small town patronage.

THE UNKNOWN CAVALIER: Ken Maynard—
81%. July 6. We find Maynard to be as good aa
any Western star, and a good deal better than
most. He has been given some good stories, has
kept within bounds regarding impossible stuff,
and Tarzan is as good, even though he doesn’t
look as pretty as Silver King. Seven reels. —
G. M. Lounsbery, I. O. O. F. Hall, Grand Gorge,
N. Y. — Small town patronage.

50

EXHIBITORS HERALD

October 8, 1927

GRAUSTARK: Norma Talmadge— 71%. Was

enjoyed -by the majority. Seven reels. — Ro6eland
theatre. Chilhowie, Va. — General patronage.

HARD BOILED HAGGERTY: Milton Sills—
70%. We do like Sills in this type of pictures.
It is the kind of picture which goes in small
towns.— W. A. Torrey, Home theatre, Eddyville,
la. — Small town patronage.

SWEET DADDIES: Special cast— 70%. Cannot
quite compare this with “The Cohens and Kellys,”
but don’t be afraid of it, for it has got almost as
many laughs. — W. L. Campbell, Alert theatre,
Steuben, Wis. — General patronage.

THE OVERLAND STAGE: Ken Maynard—
70%. Enough has been 6aid about this new star.
I may add that I never saw a Western star go
over like Ken Maynard did for his first showing
here. Seven reels. — W. L. Campbell, Alert the-
atre, Steuben, Wis. — General patronage.

THE WISE GUY : James Kirkwood — 62%. Sep-
tember 24. Another one from First National that
is plenty good. Pictures like this one are good
for the entire industry. Eight reels. — Caress
Brothers, Palace theatre, Elnora, Ind. — Small
town patronage.

ELLA CINDERS: Colleen Moore — 60%. Sep-
tember 10. Miss Moore is getting more popular,
but took a terrible flop in “Sally.” This was my
first showing of Colleen and did not go over,
therefore following pictures have not done the
business they should do. Seven reels. — W. L.
Campbell, Alert theatre, Steuben, Wis. — General
patronage.

THE POOR NUT: Jack Mulhall— 59%. Sep-
tember 18-19. Pleased most people. — Carlos F.
H'alscher, Indiana theatre, Washington, Ind. —
General patronage.

CONVOY: Dorothy Mackaill — 59%. August 6.
This is a good deal different from most of the war
pictures, as it deals with the Navy. A picture that
First National should have made a big special out
of but the director or someone let it get away
from them. More Navy battles would have helped
it, as the story wasn’t so much, as the secret
service part of it was weak. However, we had
some good comments bn it, and we had to buck a
tent carnival. Eight reels. — G. M. Lounsbery,
I. O. O. F. Hall, Grand Gorge, N. Y. — Small town
patronage.

FOREVER AFTER: Lloyd Hughes— 55%. Sep-

tember 24. This is a very good picture, with the
acting of Hughes and Astor very good. It is a
little slow at the start, but has a grand finish.
The football and war scenes are very good. But
please tell me why the director had to show a
street girl of France, and have her raise her dress
above her stockings in order to prove the hero
didn’t have a thing to do with a girl after he had
left his girl friend in America. Eight reels. —
G. M. Lounsbery, I. O. O. F. Hall, Grand Gorge,
N. Y. — Small town patronage.

LOST AT THE FRONT: Special cast— 50%.
Just a fair comedy. Do not raise the admission,
as it is not a special. Six reels. — Hunstad &
Becker, Princess theatre, Guttenberg, la. — General
patronage.

NAUGHTY, BUT NICE: Colleen Moor^50%.
September 21. Very good patrons and all seemed
to enjoy this one very much. Seven reels. — A. G.
Witwer, Grand theatre, Rainier, Ore. — General
patronage.

SOMEWHERE IN SONORA: Ken Maynard—
50%. September 17. Brothers, when business is
slow and you are feeling blue, just book a Maynard
picture. A guarantee remedy. This is the fourth
of the six, and it i6 indeed hard to pick the best
one of the four. However, we wish to say that
they are all, every one of them, 100 per cent en-
tertainment. Since the flood we have been having
a hard time getting them in, but we noticed many
faces we had not seen for a long time in our
theatre during the showing of this picture. We
consider Ken Maynard the best Western star we
are playing, and we play Tom Mix, Buck Jones,
Fred Thomson, Hoot Gibson, Tom Tyler, Jack
Holt and Bob Custer. Seven reels. — J. S. Landry,
Columbia theatre, Morganza, La. — Small town
patronage.

INTO HER KINGDOM: Corinne Griffith— 30%.
September 11. A picture which should please all
your patrons. It did ours. Nothing but good
comments on this. Personally we think it is bet-
ter than many of First National’s specials. This
star is liked very much here. Sorry she has left
First National. Print in good condition. Seven
reels. — J, S. Landry, Columbia theatre, Morganza,
La. — Small town patronage.

NOTORIOUS LADY: Lewis Stone— 20%. Sep-
tember 12. A good picture. The stuff they like,
but did not draw due to the title, we think, and
then Stone is not very strong for us. Seven reels.

— A. G. Witwer, Grand theatre, Rainier, Ore. —
General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— 15%. August 19-20. Not as good as "Senor
Daredevil” but good from every angle you look
at it so I thank you, Ken. Six reels. — Rudolf
Duba, Royal theatre, Kimball, S. D. — -General pat-
ronage.

THE BLONDE SAINT: Lewis Stone^7%.
September 22. I think the Dempeey-Tunney fight
kept the crowd at home listening in on the radio
and we saw a real good show all by ourself.
Seven reels. — R. Duba, Royal theatre, Kimball, S.

D. — General patronage.

SUBWAY SADIE: Jack Mulhall— 6%. Aug-
ust 30. Just fair entertainment but the title has
nothing to bring them in and the photos were
just terrible to stop anyone and look at them.
Nothing to look at. Six reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

DROP KICK: Richard Barthelmess — -Very nice
picture and at this time of the year with foot-
ball opening makes it extra in drawing power.
However, Barthelmess had not pleased our peo-
ple in his last three pictures so some people
would not take a chance to come in. Seven reels.
— W. Mansfield, Idle Hour theatre, Tama, la. —
General patronage.

LOST AT THE FRONT: Special casb-Sep-
tember 16-17. Pleased our crowd and heard no
kicks. Our print was new and we ran it as was.
Did not consider it nearly as suggestive as some
other war comedies ran here lately. Seven reels.
— Ivy D. Arnold, Cresco theatre, Cresco, la. —
General patronage.

THE DUCHESS OF BUFFALO: Constance
Talmadge — September 20. This was a nice pro-
gram picture. Constance Talmadge veiy funny.
Had a fair crowd. Seven reels. — Andrew Rapp.
Theatorium, Emlenton, Pa. — General patronage.

PRINCE OF HEAD WAITERS: Special cast—
Very good picture. Lewis Stone very good in this.
Good anywhere. — E. T. Dunlap, Dunlap theatre,
Hawarden, la. — General patronage.

BABE COMES HOME: Babe Ruth— September
16-17. A real good comedy with love and thrills.
Although more comedy than anything. Good busi-
ness and pleased 75%. Six reels. — C. B. Hesterly,
Palace theatre, Naples, Tex. — General patronage.

THE LIFE OF RILEY : Special cast — Sep-
tember 18-19. We ran this directly after “Lost
at the Front” and did extra business with it from
the word of mouth advertising. A very good
comedy. Seven reels. — Ivy D. Arnold, Cresco
theatre, Cresco, la. — General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— September 13-14. If your patrons like West-
erns, get this one. Ken Maynard is a real star.
His riding is wonderful. — Ernest Lindstrom,
Strand theatre, Marquette, Kan. — Small town
patronage.

FOR THE LOVE OF MIKE: Ben Lyon—
September 18-19. Star not popular but the title
and supporting cast drew fair business. Pleas-
ing show. Seven reels. — John L. Damm, Strand
theatre, Wadsworth, O. — General patronage.

THE DEVIL’S SADDLE: Ken Maynard—
September 22-23. Another of Ken’s fine pictures.
Put on the Tunney-Dempsey fight by radio the
first night to a full house. However, the kids
were more interested in the picture than the
fight and I had a pretty hard time keeping their
exuberance from spoiling the broadcast. Six reels.
— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

ALL ABOARD: Special cast — First two or
three reels good, but finally run into Oriental
country and ruined the picture for my people. —

E. T. Dunlap, Dunlap theatre, Hawarden, la. —
General patronage.

SOMEWHERE IN SONORA: Ken Maynard—
A high class Western star becoming very popu-
lar here. Seven reels. — Hunstad & Becker, Prin-
cess theatre, Guttenberg, la. — General patronage.

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October 8, 1927

EXHIBITORS HERALD

51

J. C. Jenkins — His Colyum

DEAR HERALD:

GRANGEVILLE, IDAHO, September 20, 1927.

Now listen here, Jay, you and Bill and Eagle Eye Joe, and you exhibitors, if I
ever get out of these mountains alive you will never catch me driving them again
with a wild Irishman at the wheel. I haven’t been able to get my hat on for 10
days and it will be two weeks before I can get my hair to lay down.

We have driven mountains that would make the Alps look like a tennis court.
When we left Salmon, “Fishy” Phil told us if we wanted to see some real scenery
we should drive up the Salmon river. We did, and if I ever get my eyes on that boy
again there’s going to he a reckoning.

We drove mountain trails that a prospector couldn’t coax a pack mule over, and
Frank wouldn’t let me take the wheel. We drove around a place called “Five Points”
and if there is any spookier place in the United States, it hasn’t been discovered yet.
I was on the point of bidding Frank goodby three or four times and asking him
to look after the widow and children and he was just as badly scared as I.

“Five Points” is so called because there are five points of the mountain that stick
out over the Salmon river 3,000 feet above the water and there is just barely room
for a car to turn around these points. I was riding on the outside and every time
we would round one of these points I could look out of the window and see the
river directly under me and it didn’t look larger than half an inch rope. Frank
hugged the inside wall with the wheels and the outer wheels would sometimes push
the loose rocks over the cliff and they would go thundering down into the river
below. Oh, you just wait until I get my eyes on that Phil Rand again. Salmon will
be wanting an exhibitor.

I wouldn’t take a thousand dollars for the experience we have had hut I wouldn't go
over that trail again except under the influence of very strong drink. A man needs
some kind of a bracer going over those mountains and we didn’t have a thing to pull
us through hut Frank’s confidence, and he had all of that. The scenery along the
Salmon river has got the scenery in the Yellowstone National Park beaten four ways
for Sunday, and no one knows it hut a few prospectors and Frank and I, for the
average mountain climber would flag before he got started. We had about 300
miles of this scenery' and still have some of it left, and I would give the last button
on my pants if we could find a level place big enough for us to turn the car
around on.

We have had a lot of fun, notwithstanding the thrills we have had, but I have had
to watch this Rabbi every minute. He would see a mountain off in the distance
that was a little higher than the one we were on and if I didn’t watch him he would
start for it. We were so darned high that we drove through snow and still he wasn’t
satisfied. I believe if someone didn’t watch him he would try to drive up the
Bunker Hill monument.

We were driving down one of the mountains and came to a sign which read.
“Robbers Gulch,” and Frank remarked, “There must be a filling station up there.”
One could appreciate this remark if he had just had his gas tank filled with 45 cent
gas as we had done. Later on when we had gotten down in a little valley we saw
another sign by the road which read, “Watermelons 300 feet,” and Frank said,
“B’gorra I don’t belave it, there niver was a watermelon that long in the whole
United States.”

We have been visiting with the family of Peter Byrn, and I want to pause here to
remark that a more cordial welcome was never given anyone than was given to us.
Mr. Byrn is an uncle of Frank’s whom he had not seen for 40 years. Uncle Pete,
as he is called, is a very conscientious gentleman and has a very acute memory and
he gave me the low down on Frank's early history, something I had been hankering
for for a number of years. Frank tried to keep him quiet on past events but Uncle
Pete felt that I should know the truth. He called to mind an instance when
Frank was elected assessor of the village in which they lived in Wisconsin. Frank
started out to assess the village and the first one he called on was Casey. Casey
had a goat and Frank assessed it at $8. Casey protested and said that was entirely
too high, and Frank insisted he was right and said, “Well, here’s what the law says,”
and he pulled out the book of instructions and read, “All property a buttin’ on the
street shall be assessed at $2 a foot,” and then he added, “and you are gettin’ off
mighty aisy at that, Casey, for that damn goat o’yourn has been buttin' all over the
town.”

Last night after supper Uncle Pete said to Frank, “Do youse mind, Frank, the
time when I gave youse that little spotted cow when youse was a boy?” and Frank
replied, “That I do, Uncle Pete, and a mighty fine cow she was too, but peculiar,”
and Uncle Pete inquired, “How peculiar?” and Frank replied, “Well, I sit up with
her once ivery night for three wakes and then she had a calf very unexpictidly.” I
have heard these two Irishmen talk so much that b’gorry I'm beginnin’ to spake the
brogue like a veteran from the auld sod mesilf.

We are leaving for home in the morning and we will leave Uncle Pete and his
delightful family with a great deal of regrets, and here’s hoping that a goodly number
of years will he added to Uncle Pete’s span of life and that his children will con-
tinue to be a source of joy and comfort to him in his declining days as they have
been in the years agone.

The Herald Fills a Want None Others Do

A whole volume could be written around our visit with “Fishy” Phil at Salmon,
but I want to wait and see what Phil has to say in a threatening letter he will

( Continued on follozvi,ng page )

Fox

THE MIDNIGHT KISS: Janet Gaynor— 100%.
September 17. Grandpa Jenkins, you’re nuts to
knock a good picture like this. Clean good enter-
tainment and all my patrons told me so. Five
reels. — Rob’t K. Yancey, Bonny theatre, Mansfield,
Mo. — General patronage.

THREE BAD MEN: Special cast— 100%. July
30. If there is any exhibitor in a small town
who hasn’t played this picture, he should do so
for it is a great picture for a small town, and
will not hurt the highbrows of the city either.
For that matter, of course, it’s a Western, and
a big one. The acting and directing are very
good. Ten reels. — G. M. Lounsbery, I. O. O. F.
Hall, Grand Gorge, N. Y. — Small town patronage.

THE GREAT K & A TRAIN ROBBERY: Tom
Mix — 95%. Best Tom Mix picture I ever played,
wonderful scenery. Five reels. — Thos. G. Norton,
Town Hall theatre, Allegany, N. Y. — Small town
patronage.

TUMBLING RIVER: Tom Mix — 93%. Septem-
ber 17. Just a fair Western. Five reels. — Carlos
F. Halscher, Indiana theatre, Washington, Ind. —
General patronage.

THE LAST TRAIL: Tom Mix— 80%. Septem-
ber 13-14. The first Fox as well as Tom Mix
picture we ever ran at a profit. Took well with
our audience. Six reels. — J. A. Engesather,

M. W. A. Movies, Brocket, N. D. — General pat-
ronage.

MY OWN PAL: Tom Mix — 75%. September
19-20. Same old story they always turn out for
Tom whether the picture is good, bad or indiffer-
ent, and this was a good one. Six reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

THE BLUE EAGLE: George O’Brien — 70%.
Very good action picture which just falls short
of being a special. Seven reels. — Thos. G. Norton,
Town Hall theatre, Allegany, N. Y. — Small town
patronage.

LOVES OF CARMEN : Special cast — 53%.
September 20-21-22. Very good. Pleased most.
Censor must have missed this one. Nine reels. —
Carlos F. Halscher, Indiana theatre, Washington,
Ind. — General patronage.

THE GREAT K & A TRAIN ROBBERY:
Tom Mix — 52%. September 6. Another good one
from Fox, with Mix doing the things the fans
like to see him do. Six reels. — Caress Brothers,
Palace theatre, Elnora, Ind. — Small town patron-
age.

THE MIDNIGHT KISS: Special cast— 40%.
September 20-21. Nice clean comedy that pleased
the ladies. Did not draw for us. Five reels. —
J. A. Engesather, M. W. A. Movies, Brocket,

N. D. — General patronage.

CIRCUS ACE: Tom Mix — 75%. September 24.
Better than average. Six reels. — Carlos F.
Halscher, Indiana theatre, Washington, Ind. —
General patronage.

THE RETURN OF PETER GRIMM: Alec B.
Francis — 20%. August 14. Very good show of
its kind and we know it must have pleased our
patrons because we think it a good offering.
Alec B. Francis is very very good. Eight reels. —
Rudolf Duba, Royal theatre, Kimball, S. D. —
General patronage.

NO MAN’S GOLD: Tom Mix — 20%. August
12-13. Tom’s best 60 far, not so much hokum
stuff in it and the patrons told me about it.
Local conditions still very bad so it did not
register as high as we expected. It’s a good
show and I wish Tom would give us more like
this as it seems so real when you watch the show.
And fighting one man seems possible for Tom,
but a dozen is suspicious as his usual run of
picture are. — Rudolf Duba, Royal theatre, Kim-
ball, S. D. — General patronage.

WHISPERING SAGE: Buck Jones — 16%.

September 16-17. Nice program for the 6mall
towns. Five reels. — R. Duba, Royal theatre, Kim-
ball, S. D. — General patronage.

IS ZAT SO: George O’Brien — 11%. September
20. Fox turned out a good show in this poor
title, but it brought out a few more than our
regulars and I hope everyone was pleased. Seven
reels. — R. Duba, Royal theatre, Kimball, S. D. — •
General patronage.

THIRTY BELOW ZERO: Buck Jones— 8%.
August 23. This show is very good and has
plenty of action, and plenty of cold air to make
you feel it blow. Six reels. — Rudolf Duba, Royal
theatre, Kimball, S. D. — General patronage.

MONKEY TALKS: Special cast — 8%. Septem-
ber 13. Good program all the way through.
Seven reels. — R. Duba, Royal theatre, Kimball,
S. D. — General patronage.

THE AUCTIONEER: Special cast — 5%.

September 6. Good show played to poorest busi-
ness in my time of show operating. Six reels. —

R. Duba, Royal theatre, Kimball, S. D. — General
patronage.

THIRTY BELOW ZERO: Buck Jones— Here
was the supreme pinnacle of hokum, bunkum
and piffle — we really felt ashamed to take the
money and were not visible when the show was
over. The Fox people might apologize to the
world for this. If 30 below zero on the ther-

mometer is cold then “Thirty Below Zero’’ was
a frost sure enough. Six reels. — Giacoma Brothers,
Crystal theatre. Tombstone, Ariz. — General pat-
ronage.

THE IRON HORSE : Special cast — September
14. My reporting on this will do lots of good.
This picture came as near pleasing 100 per cent
as any I have ever used. Eleven reels. — Lester

52

EXHIBITORS HERALD

October 8, 1927

J. C. Jenkins— His Colyum

( Continued from preceding page )

probably write the HERALD. I might say this much, however, that they don’t make
’em any better than Phil and his family. I don’t care where you go nor who you dig
up, they will come a little bit short of measuring up to their standard of excellence,
and if Frank don’t back me up in this statement — -which he will — I’ll take the wheel
from this on myself.

We found Phil somewhat under the weather, being laid up with a very bad cold,
which prevented his doing a lot of things for us which he otherwise would have done,
but nevertheless, we had a most enjoyable visit and our minds will revert to Salmon
and our visit with him and his family many, many times with extreme pleasure.

The Herald Fills a Want None Others Do

O. McConnell, who operates the Lyric at Grangeville, is one of those kind of fel-
lows one is always glad to meet. He took Frank and I in hand and showed us some
additional scenery that Frank had overlooked. We went straight up and then went
straight down. He took a snapshot of the two of us and threatened to send it to
the HERALD together with some history of our conduct that he felt sure the readers
wouldn’t get otherwise. Mr. McConnell has a very fine theatre and I judge is doing
a good business. We are leaving it to him to tell of our fishing trip and of the
blue grouse Frank shot out of season and without a hunting license.

While we were in the Yellowstone Park I read in a Butte paper of the tremendous
heat wave that had struck Chicago and the Middle West, at the same time Frank
and I were wearing overcoats and shiwering under four blankets each night and I
felt for Jay and Bill and Eagle Eye Joe and the rest of the folks in the office but of
course couldn't reach them, but was consoled with the thought that that heat wave was
making corn in Nebraska and other states of the corn belt and I was rather glad of
it, and now if it will cool off before Frank and I get there we will be glad that
Columbus discovered this country and won’t give a durn who the democrats nomi-
nate. Herb will beat ’em anyhow.

The Herald Fills a Want None Others Do

BOISE, IDAHO, September 22, 1927.

We are happy. We have just came back to the hotel from hearing the reports on
the Tunney-Dempsey fight and Frank has gone to bed and is sleeping like a shoat
full of swill. The only thing he and I have agreed on since we left home was that
Tunney would clean jack in a walk, and b’gorry he did it, and in the morning we are
going to tip the waitress a nickle apiece, because the poor girl is Irish.

The Herald Fills a Want None Others Do

We came through Weiser, Idaho, today and they were having their annual round-up
and Frank wanted to stop over, but I said, “Not on your life, you have bucked me
around these mountains until the Pendleton and Weiser round-ups would look like
a game of mumblepeg. We’re going home, b’gosh, where I can walk around without
hanging onto something, and don’t you talk round-up to me or I’ll write your history
to that lady you met over in the park.” That settled it, and Frank headed the car for
Boise.

The Herald Fills a Want None Others Do

Last night we stayed in New Meadows, a town of about 250, when they all get in
from the timber. There is a hotel there that is said to have cost $160,000, built by
the railroad company. What they had in mind when they built it is beyond me,
but she’s a dinger and is worth driving a long way to be entertained there, and what
surprised us most was the rates, which are no higher than in ordinary hotels in the
Middle West. New Meadows has a theatre and the manager, Clarence La Fay, is
doing his best to put the thing over, but is having a tough time doing it. He
started off right by subscribing for the magaizne that fills a want none others do, and
if this won’t pull him through then New Meadows will have to call for help or go
back to the government. Let’s hope that Mr. La Fay wins, for he is an excellent
chap and deserves to.

At Payette we met Mr. and Mrs. W. J. Hughes who operate the Ritz. They are
not only delightful people but the Ritz is a pippin of a house and Payette ought to
be, and no doubt is, proud of their theatre. The interior decorations are gorgeous
and would do credit to theatres in towns boasting of much importance. Mrs. Hughes
is largely responsible for much of the decorations, having made all of the curtains
and otherwise superintended the interior arrangements. They are both strong for the
HERALD.

At Weiser we met A. Gordon who operates the Star theatre. Mr. Gordon was
the busiest man in Idaho at the time we called, being on one of the important com-
mittees having to do with the round-up, so he turned us over to Mrs. Gordon and
from the way she handled the business we judged that the business at the Star
wouldn’t suffer in his absence. The Star is a nice theatre and Weiser is a nice
town, and with the theatre in such capable hands it would seem that there would be
no use in smearing red ink around over the ledger.

The Herald Fills a Want None Others Do

We are leaving here for Nebraska in the morning, or as soon as I can get the
Rabbi up, and our next letter will probably be from some point in the corn belt,
maybe Neligh. After that Indiana will be called upon to stand her share of the
suffering, so here’s hoping that Tom Taggert and Jim Watson will have things fixed
up politically and that harmony will prevail throughout the Hoosier state. AMEN.

J. C. JENKINS,

The HERALD Man.

N. Leek, Club House theatre, Jackson, Wyo. —
General patronage.

GOING THE LIMIT: George O’Hara — Septem-
ber 7. My first O’Hara. Very light from George's
work in comedies, know he can do better than
this. Six reels. — Lester N. Leek, Club House the-
atre, Jackson, Wyo. — General patronage.

WHISPERING WIRES: Anita Stewart— Septem-
ber 17. A good mystery story that we did a
good Saturday night business to. Pleased the
majority. Six reels. — C. B. Hesterly, Palace thea-
tre. Naples, Tex. — General patronage.

THE RETURN OF PETER GRIMM: Jaynet
Gaynor — September 12-13. Although very little

business, classed by those who saw it, as one
of the best. Eight reels. — C. B. Hesterly, Palace
theatre, Naples, Tex. — General patronage.

Gotham

SOMEBODY’S MOTHER: Mary Carr— Picture
fair, but not outstanding. Will please as cheap
program if you can get a print, but almost all
prints from this company’s Omaha office are
junk. — W. Mansfield, Idle Hour theatre, Tama, la.
— General patronage.

Metro-Goldwyn-Mayer

BEN HUR: Special cast — 95%. September
20-21-22-23. Superlatives are unnecessary as this
is distinctly in a class by itself and one of the
few heralded roadshows that do box office busi-
ness. More favorable comments than anything
since the "Ten Commandments.” — Dudley C. Scott,
Royal theatre, Le Mars, la. — General patronage.

THE CALLAHANS AND THE MURPHYS:
Special cast — 95%. Played this picture after it
had been cut and it pleased 100% in Irish town.
Good comedy, a little drawn out in spots. Seven
reels. — Thos. G. Norton, Town Hall theatre, Al-
legany, N. Y. — Small town patronage.

ANNIE LAURIE: Lillian Gish— 80%. A good
clean picture with fair drawing power. Color
finish fine. Music fits in. Eight reels. — W. A.
Torrey, Home theatre, Eddyville, la. — Small town
patronage.

ROOKIES: Special cast— 76%. September 10.
Rookies is a great comedy, and if your patrons
enjoy a comedy, be sure and book this one, be-
cause they will have to laugh whether they wish
to or not. I had many good comments from
this one. Seven reels. — G. M. Lounsbery, I. O.
O. F. Hall, Grand Gorge, N. Y. — Small town
patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — 75%. September 18. Fine entertain-
tainment. Went over big with young and old.
You can’t help but like Jackie after seeing this
one. — M. A. Nadeau, Pythian theatre, Chassell,
Mich. — General patronage.

MR. WU : Lon Chaney — 73%. September 11.
Very beautiful picture with usual good acting
by Chaney. Seemed to please generally. Eight
reels. — A. G. Witwer, Grand theatre. Rainier, Ore.
— General patronage.

FOREIGN DEVILS: Tim McCoy— 70%. A
good outdoor action picture with story, action
and setting fine, but it is not a Western. — W. A.
Torrey, Home theatre, Eddyville, la. — Small town
patronage.

ADAM AND EVIL: Special cast — 65%. A
clean comedy which pleased. A well told screen
6tory of married life. — W. A. Torrey, Home thea-
tre, Eddyville, la. — Small town patronage.

THE UNDERSTANDING HEART: Joan
Crawford — 60%. September 11. Didn’t follow
the story very closely but pleased all who saw it.
A good week night show. — M. A. Nadeau, Pythian
theatre, Chassell. Mich. — General patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— 56%. September 6. This was good, but I
think it could have been better if they had followed
the book. The story was very good and if they
had followed the story it would have been very
good. Seven reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

TIN HATS: Conrad Nagel— 50%. September
20. Pretty good show. Nothing to make you
ashamed of. Seven reels. — G. S. Young, Petrolia
theatre, Petrolia, Tex. — General patronage.

DESERT’S TOLL: Francis MacDonald — 50%.
September 3. Just ordinary Western with star
having no drawing power. Five reels. — Thos. G.
Norton, Town Hall theatre, Allegany, N. Y. —
Small town patronage.

AFTER MIDNIGHT: Norma Shearer — 45%.
August 31. Norma Shearer good to look at and
the picture sent them out talking. Seven reels. —
Caress Brothers, Palace theatre, Elnora, Ind. —
Small town patronage.

ALTARS OF DESIRE: Mae Murray — 43%.
August 30. I’m glad this one is the last of Mae
Murray pictures on our contract. Seven reels. —
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

TIN HATS: Special cast — 40%. September 21.
A dandy war time comedy with the principals
doing their stuff like veterans. Seven reels. — *
Caress Brothers, Palace theatre, Elnora, Ind. —
Small town patronage.

THE VALLEY OF HELL: Special cast— 40%.
September 16-17. Drew only the transients. The
women either stayed away or said they did not
like it. Five reels.— J. A. Engesather, M. W. A.
Movies, Brocket, N. D. — General patronage.

October 8, 1927

EXHIBITORS HERALD

53

The value of Hash fronts was proven by the Arcadia theatre when it ran “ The Great Train Robbery,” an F B O picture, re-
cently The generous use of stills, oil paintings and a special strip across the marquee helped the theatre to gross the
biggest receipts since it showed ‘‘The Birth of a Nation.”

ON ZE BOULEVARD: Special cast— 36%.

September 18. A good farce comedy and pleased,
but a poor title and failed to do average busi-
ness. Six reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

TELL IT TO THE MARINES: Lon Chaney—
35%. August 14-15. A dandy picture to not
such good business, but well liked. Nine reels. —
J. C. Kennedy, Empress theatre, Akron, Ia.—
General patronage.

THE DESERT’S TOLL: Francis McDonald—
30%. August 26-27. This is one picture of the
outdoors on the desert and it pleased but vaude-
ville kept my crowd out and we just pulled
through. Five reels. — Rudolf Duba, Royal thea-
tre, Kimball, S. D. — General patronage.

WOMEN LOVE DIAMONDS: Pauline Starke—
23%. September 13. Did not take in rental on
this picture. Another poor offering from Metro.
Seven reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

TELL IT TO THE MARINES: Lon Chaney—
20%. September 9-10. We call this a good show.
Chaney great. William Haines marvelous and no
business during fair days when everybody goes
some place, and this time they went the other
way, so Chaney did not do it at all. Too bad
but our register on record had to be put on with
red ink. Show is good and don’t let no one tell
you it isn’t, but can get you get them in 7 Ten
reels. — R. Duba, Royal theatre, Kimball, S. D. —
General patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — -15%. August 9. Best Jackie Coogan
picture yet that came from Metro but First Na-
tional had the cream of them all. Well Jackie
has his hair cut to men’s style and he sure is a
good Jackie. Hurrah for Jackie. Seven reels. —
Rudolf Duba, Royal theatre, Kimball, S. D. — -
General patronage.

FOREIGN DEVILS: Tim McCoy — September
13. Satisfied the ‘‘two for one” crowd. A his-
toric drama based on the Boxer uprising in
China. — Ivy D. Arnold, Cresco theatre, Cresco,
la. — General patronage.

THE BIG PARADE: John Gilbert — September
7-8-9-10. A very fine production. It did a flop
for me. Think the basis Metro has figured out
for the sale of the two big productions is all wet
for smaller situations. May work out all right In
the cities. Thirteen reels. — J. C. Kennedy, Em-
press theatre, Akron. Ia. — General patronage.

THE FIRE BRIGADE : Special east — Good one.
Small house. All that came said it was big stuff.
— S. R. Cook, Althea theatre, Dunseith, N. D. —
Small town patronage.

TELL IT TO THE MARINES: Special cast—
Good one but box receipts small. — S. R. Cook, Al-
thea theatre, Dunseith, N. D. — Small town pat-
ronage.

THE SCARLET LETTER: Special cast—
Country people don’t seem to fall for high
priced pictures. Small box receipts. — S. R. Cook,
Althea theatre, Dunseith, N. D. — Small town pat-
ronage.

MR. WU : Special cast — Good box receipts. Too
deep for country people. — S. R. Cook, Althea
theatre, Dunseith, N. D. — Small town patronage.

VALENCIA: Mae Murray — September 22.
Poor, very poor. Nothing to it. Had a very poor
crowd. Mae ought to make better pictures than
this. Seven reels. — Andrew Rapp, Theatorium,
Emlenton, Pa. — General patronage.

THE CALLAHANS AND THE MURPHYS:
Special cast — This is a wonderful Irish comedy.

The beer scenes make your mouth water. Marie
Dressier, Polly Moran, Sally O’Neil and Law-
rence Gray at their best. Eight reels. — S. R.
Cook, Althea theatre, Dunseith, N. D. — General
patronage.

SLIDE, KELLY, SLIDE: William Haines-
Good picture in every way and has good acting
by the stars. It is one of the best pictures of
the year. Eight reels. — S. R. Cook, Althea thea-
tre, Dunseith, N. D. — General patronage.

THE FIRE BRIGADE: Special cast — Septem-
ber 9-10. This is a wonderful picture with its
wonderful scenes. It has one reel of colored part,
you can't go wrong. Ten reels. — S. R. Cook, Al-
thea theatre, Dunseith, N. D. — General patronage.

FRISCO SALLY LEVY: Sally O’Neil— Sep-
tember 14-15. A real good comedy that seemed
to please the majority of the few who saw it.
Seven reels. — C. B. Hesterly, Palace theatre,
Naples, Texas. — General patronage.

AFTER MIDNIGHT: Norma Shearer — Septem-
ber 25-26. A picture that will hold their interest
and should please about 80 or 90% of any audi-
ence. Seven reels. — John L. Damm, Strand thea-
tre, Wadsworth, O. — General patronage.

ADAM AND EVIL: Special cast — September
11. Title interests them, so step out just a little
more but don’t promise them too much. It will
please the average audience. — John L. Damm,
Strand theatre, Wadsworth, O. — General patron-
age.

MOCKERY: Lon Chaney — September 21-22.

Story rather oppressive in places but had some
good comments from the audience. Chaney al-
ways draws here. Book an extra reel and keep
it moving. Seven reels. — John L. Damm, Strand
theatre, Wadsworth, O. — General patronage.

DESERT’S TOLL: Special cast — This shows
some good desert scenes and makes them want to
get in and help in the fights. A very good pic-
ture that should please the Western fans. Six
reels. — Duley & Dyer, Community theatre, Rock-
ville, Mo. — Small town patronage.

Paramount

SPECIAL DELIVERY: Eddie Cantor — 100%.
September 5. Ran this on Greenriver’s Annual
Melon Day to two full houses. This picture was
well received, lots of laughs and thrills. Six
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

MAN OF THE FOREST: Jack Holt— 100%.
September 20. Jack Holt as good as ever, and
a fine entertainer. The best Zane Grey in a long
time. Many good comments. Six reels. — Rob’t K.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

MAN OF THE FOREST: Jack Holt— 100%.
August 20. A Zane Grey picture has never failed
to fill the house for us. And this broke our Satur-
day night record. Six reels. — Mrs. Hulda J.
Green, Gem theatre, Greenriver, Utah. — General
patronage.

THE MYSTERIOUS RIDER: Jack Holt— 95%.
September 17. Pleased at increased admission.
Seven reels. — Hunstad & Becker, Princess theatre,
Guttenberg, Ia. — General patronage.

SPECIAL DELIVERY: Eddie Cantor— 90%.
September 10. Fast moving comedy drama. Much
better than “Kid Boots.” Seven reels. — Hunstad
& Becker, Princess theatre, Guttenberg, Ia. — Gen-
eral patronage.

THE WAY OF ALL FLESH: Emil Jannings
— 80%. Excellent. — H. V. Smoots, Vine theatre,
Mt. Vernon, O. — General patronage.

BARBED WIRE: Special cast — 80%. The best
Pola Negri since “Passion.” Wonderful preach-
ment for universal peace. — H. V. Smoots, Vine
theatre, Mt. Vernon, O. — General patronage,

FIREMAN, SAVE MY CHILD: Special casV-
77%. September 23-24. An absolute riot here.
A laugh a second from start to finish. Great
stuff. Give us more of this kind. Six reels.—
E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

YOU NEVER KNOW WOMEN: Florence
Vidor — 77%. September 4. A very good picture.
Six reels.— Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

NEW YORK: Special cast— 77%. September
24. Ran this as part of double feature on Satur-
day. An excellent melodrama of city life. Estelle
Taylor, Lois Wilson and Ricardo Cortez all do
fine acting. Seven reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

GOD GAVE ME TWENTY CENTS: Special
cast — 75%. September 1. Business fair but pic-
ture rather dry as far as entertainment is con-
cerned. Seven reels. — Hunstad & Becker, Princess
theatre, Guttenberg, Ia. — General patronage.

SENORITA: Bebe Daniels — 70%. September 21-
22. A wow of a comedy. Bebe at her best.
Would rate this at 100 per cent entertainment
value. It has everything — speed, action and thrills
all the way. Seven reels.— E. M. Biddle, Strand
theatre, Paoli, Ind.- — Small town patronage.

THE MYSTERIOUS RIDER: Jack Holt— 70%.
September 21-22. We failed to do our usual busi-
ness due to two big radio nights, the fourth annual
radio banquet and the Dempsey-Tunney fight. It
is good entertainment and will make you money.
Possibly not as good as previous Zane Grey’s, but
it is good enough. Six reels.— Paul B. Hoffman,
Legion theatre, Holyrood, Kan. — Small town pat-
ronage.

ROUGH HOUSE ROSIE: Clara Bow— 68%.
September 15. A very good comedy drama. Took
in more on “It” but this is as good as “It.” Run
it and advertise it big. Six reels. — Mrs. Hulda J.
Green. Gem theatre, Greenriver, Utah. — General
patronage.

CHANG: Special cast — 65%. September 11-12-
13. An unusually excellent production pleasing
nearly everyone, but due to the amount of faking
in most of these the true value of this was lost
to many of the public. — Dudley C. Scott, Royal
theatre, Le Mars, Ia. — General patronage.

NEVADA: Special cast — 65%. September 16-
17. An average picture put over largely on Zane
Grey’s name. — Dudley C. Scott, Royal theatre, Le
Mars, Ia. — General patronage.

PARADISE FOR TWO: Richard Dix— 64%.
August 27. A dandy comedy drama with Betty
Bronson. Six reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

LOVE 'EM AND LEAVE ’EM: Evelyn Brent
— 62%. August 18. A good comedy. Six reels.
— Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

WE’RE ALL GAMBLERS: Special cast— 60%.
Another Meighan that is just another picture. —
H. V. Smoots, Vin§ theatre, Mt. Vernon, O. —
General patronage.

LET IT RAIN : Douglas MacLean — 56%.
September 1. A very good comedy drama. Six

54

EXHIBITORS HERALD

October 8, 1927

reels. — Mrs. Hulda J. Green, Gem theatre. Green-
river, Utah. — General patronage.

THE CANADIAN: Thomas Meighan — 54%.
September 20-21. The poorest Meighan I have
ever run. At the end of the eighth and last reel
about 50 per cent had walked out on it. Eight
reels.— E. M. Biddle, Strand theatre, Paoli, Ind.
— Small town patronage.

BLONDE OR BRUNETTE: Adolphe Menjou —
52%. September 3. A good comedy. Six reels.
— Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

FASCINATING YOUTH: Junior Stars 1926—
50%. A very good picture. Seven reels. — Roseland
theatre, Chilhowie, Va. — General patronage.

FINE MANNERS: Gloria Swanson — 49%.

September 8. Pretty good, but Gloria is not tak-
ing like she used to. Seven reels. — Mrs. Hulda
J. Green, Gem theatre, Greenriver, Utah. — General
patronage.

WEDDING BILLS: Raymond Griffith— 47%.
September 17. This is better than his recent offer-
ings. It is just an ordinary program picture,
but Griffith has always drawn well for us. Not
much of a story but it is good entertainment.
Seven reels. — Paul B. Hoffman, Legion theatre,
Holyrood, Kan. — Small town patronage.

DIPLOMACY: Blanche Sweet— 45%. Septem-
ber 18. A good picture. Matt Moore shaves off
his moustache in this and looks very good, much
better than in “His Majesty Bunker Bean.” Eight
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

DIPLOMACY: Blanche Sweet— 42%. Septem-
ber 16. A fairly entertaining secret service story
that didn’t draw very well. Eight reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

MAN POWER: Richard Dix— 40%. September
4-5. This is good Sunday night. Got plenty of
thrills and a fair story with Dix as the star.
You ought to be able to put this over good and
your patrons will like it, too. Price was right
and film in fine shape. Seven reels. — Ray E.
Green, Scenic theatre, Holstein, la. — Small town
patronage.

TIME TO LOVE: Raymond Griffith— 35%.
September 24. This proved to be another of
those unusual features he has been making like,
“You’d be Surprised.” I hope I won’t be running
another one soon just like it, although it is very
clever in parts, it misses the small town audience
so far that it flopped for us. — Dudley C. Scott,
Royal theatre, Le Mars, la. — General patronage.

TIN GODS: Thomas Meighan — 28%. We

played this two nights and as our crowd don’t
like tragedies, our second night didn’t do so well.
Nine reels. — Roseland theatre, Chilhowie, Va. —
General patronage.

FASCINATING YOUTH: Special cast— 25%.
August 28. Fine show of the snow mountains
with a real good ice boat race, but did not draw
my regular crowd so don’t know what they want
now-a-days. Seven reels. — - Rudolf Duba, Royal
theatre, Kimball, S. D. — General patronage.

BLIND ALLEYS: Thomas Meighan — 20%.

September 19. Good story but not the role for
Meighan. Seven reels. — A. G. Witwer, Grand the-
atre, Rainier, Ore. — General patronage.

ARIZONA BOUND: Gary Cooper — 20%.

September 14. Just a fair Western. No com-

ment from patrons and although we boosted it,
failed to draw. Five reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

FORLORN RIVER: Jack Holt— 16%. Septem-
ber 2-3. A dandy story molded in one darn good
show. Some said it was not made like the book
read, but it was good just the same, so don’t be
afraid of it. Six reels. — Rudolf Duba, Royal thea-
tre, Kimball, S. D. — General patronage.

THE CANADIAN: Thomas Meighan — 10%.

September 16. Poorest Meighan we ever showed.
Not one bit of pep or action and the simplest
thing I ever saw. Just eight reels, that’s all. No
credit to Meighan at all. Eight reels. — A1 Stod-
dard, Rex theatre, Madisonville, Tex. — General
patronage.

YOU NEVER KNOW WOMEN: Florence
Vidor — 5%. August 10. Good show, and Florence
sure did good and Clive Brook had the audience
guessing from start to finish. Six reels. — Rtidolf
Duba, Royal theatre, Kimball, S. D. — General pat-
ronage.

VARIETY : Emil Jannings — September 4. Very
good, played this on a double bill with “Getting
Gertie’s Garter” made a very good show, but
“Variety” received the comments. Star does good
work. Seven reels. — Lester N. Leek, Club House
theatre, Jackson, Wyo. — General patronage.

MAN OF THE FOREST: Jack Holt— Our pa-
trons were satisfied with the picture. Seven reels.
— Giacoma Brothers, Crystal theatre. Tombstone,
Ariz. — General patronage.

THE COVERED WAGON: Special cast—

September 9-10. I can’t see where Paramount is
trying to put this over as a special. Show me an
exhibitor that has made a dime on the second run.
It was a good one once but can’t get the money
in a small town the second time. You don’t have
to run this if you have so lay off for second run.
Ten reels. — Ray E. Green, Scenic theatre, Hol-
stein, la. — Small town patronage.

THE KID BROTHER: Harold Lloyd — We
bought this too high but did very well. Did not
think this as good as his others but if you have
any Lloyd fans, it will go very good. Eight
reels. — Duley & Dyer, Community theatre, Rock-
ville, Mo. — Small town patronage.

SERVICE FOR LADIES: Adolphe Menjou —
Picture is satisfactory, but did not draw for us.
The title is poor for our town and the paper will
keep people out. People do not want any foreign
costumes in pictures. Sum and substance was
rotten business because of title and paper. Seven
reels. — W. Mansfield, Idle Hour theatre, Tama,
la. — General patronage.

LONDON : Special cast — Can't recommend this
class of picture. — E. T. Dunlap, Dunlap theatre,
Hawarden, la. — General patronage.

THE LAST OUTLAW: Special cast— Very
good Western, plenty of action. — E. T. Dunlap,
Dunlap theatre, Hawarden, la. — General patron-
age.

SOFT CUSHIONS: Douglas McLean— Very
poor. I gave this picture a big puff from press
sheet and expected to see a good picture, but my
people who commented on it said it was rotten.
Personally, I thought it poor, copying after Doug.
— E. T. Dunlap, Dunlap theatre, Hawarden, la. —
General patronage.

SO’S YOUR OLD MAN: W. C. Fields— Sep-
tember II. Not 60 good. Pleased about 50%.

Seven reels. — Lester N. Leek, Club House thea-
tre, Jackson, Wyo. — General patronage.

STRANDED IN PARIS: Bebe Danields—

September 8-9. Good picture, some liked it bet-
ter than “Rough House Rosie.” — Ernest Lind-
strom. Strand theatre, Marquette, Kan. — Small
town patronage.

ROUGH HOUSE ROSIE: Clara Bow— Septem-
ber 6-7. Very good. Believe “It” was a better pic-
ture but most anything with Clara Bow as the
star goes now. — Ernest Lindstrom, Strand thea-
tre, Marquette, Kan. — Small town patronage.

MANTRAP: Special cast — September 16-17.

Thanks to Clara Bow, she 6aved the picture.
Condition of film was awful. They should put
this film away for a relic. Seven reels. — Ernest
Lindstrom, Strand theatre, Marquette, Kan. —
Small town patronage.

THE LAST OUTLAW: Gary Cooper — This
is the first one we had showed of Gary. Every
one seemed to be well pleased, but I could not
see how the girl could ride so far hanging head
down and keep her hat on. — Duley & Dyer,
Community theatre, Rockville, Mo. — Small town
patronage.

FORLORN RIVER: Jack Holt — Another one
of Zane Grey’s with Jack Holt which makes it
a good one for us. — Duley & Dyer, Community
theatre, Rockville, Mo. — Small town patronage.

THE CANADIAN : Thomas Meighan — A good
picture, but was two reels too long and entirely
too draggy. It took too long to get any place.
— Duley & Dyer, Community theatre, Rockville,
Mo. — Small town patronage.

FASCINATING YOUTH: Junior Stars— This
was good entertainment. Buddy Rogers is cer-
tainly coming on fine. Looked good in this.
Seven reels. — Duley & Dyer, Community theatre,
Rockville, Mo. — Small town patronage.

CAMPUS FLIRT: Bebe Daniels — Everyone

seemed to like this one. A good clean picture
which everyone enjoyed. — Duley & Dyer, Com-
munity theatre, Rockville, Mo. — Small town pat-
ronage.

CASEY AT THE BAT: Special cast— We did
not consider this one up to “We’re in the Navy
Now” or “Behind the Front.” Plenty of laughs
but we showed it too close to the other two. — -
Duley & Dyer, Community theatre, Rockville, Mo.
— Small town patronage.

CHILDREN OF DIVORCE: Special cast — This
title drew well for us and certainly is a good
picture. We paid a good price but were satis-
fied as we had lots of good comments on it.
Seven reels. — Duley & Dyer, Community theatre,
Rockville, Mo. — Small town patronage.

ACE OF CADS: Adolphe Menjou — September
6. Adolphe isn’t the type for this town. His
style is too sluggish to appeal to us. Eight
reels. — Duley & Dyer, Community theatre, Rock-
ville, Mo. — Small town patronage.

IT : Clara Bow — August 19-20. This was a

dandy and Miss Clara has many friends here
which suits us very well. We paid a good price
for it but made money after all. The title
was worked too much in the story. — Duley &
Dyer, Community theatre, Rockville, Mo. — Small
town patronage.

KNOCKOUT RILEY: Richard Dix— Septem-
ber 9-10. Richard Dix always draws a good
crowd here and this is a very good picture at

The American public saw F. W. Murnau’s first American made picture when “Sunrise” opened September 26 at the Times
Square theatre in New York. In the scenes herewith are (left to right) Margaret Livingston, George O’Brien and Janet
Gaynor.

October 8, 1927

EXHIBITORS HERALD

55

Ramon Novarro and Norma Shearer are costarred in M-G-M’s “The Student Prince," which had its New York premiere on
September 21, at the Astor theatre. Ernst Lubitsch directed.

this time as the Tunney and Dempsey fight is
nearing. — Duley & Dyer, Community theatre,
Rockville, Mo. — Small town patronage.

HOLD THAT LION : Douglas MacLean — Dandy
good comedy that starts out rather slow but
winds up with plenty of excitement which satis-
fies all. Seven reels. — Duley & Dyer, Community
theatre, Rockville, Mo. — Small town patronage.

KID BOOTS: Special oast — This is a very good
picture for small town but title does not carry to
the people. Six reels. — Duley & Dyer, Community
theatre, Rockville, Mo. — Small town patronage.

STRANDED IN PARIS: Bebe Daniels— This
is dandy. If you have any Bebe fans get this
one and they will go home satisfied. Seven reels.
— -Duley & Dyer, Community th^tre, Rockville,
Mo. — Small town patronage.

SO’S YOUR OLD MAN: W. C. Fields— This
was a dandy good picture for small town although
Fields is not well known out here. It satisfied
them. Seven reels. — Duley & Dyer, Community
theatre, Rockville, Mo. — Small town patronage.

Pathe-P D C

THE COUNTRY DOCTOR: Rudolph Schild-
kraut — 75%. Sure to please 100%. Good draw-
ing power in small towns, not a special. Eight
reels. — Thos. G. Norton, Town Hall theatre, Al-
legany, N. Y. — Small town patronage.

THE SEVENTH BANDIT: Harry Carey — 70%.
If Harry is a good bet in your town you can get
by this one as it is about the average Carey
picture. Six reels.— W. L. Campbell, Alert thea-
tre, Steuben, Wis. — General patronage.

RAWHIDE: Buffalo Bill, Jr. — 50%. Very good
little play for its kind. Not big but seems to
satisfy. Five reels. — W. L. Campbell, Alert
theatre, Steuben, Wis. — General patronage.

MAN BAIT : Marie Prevost — 45%. September
14-15. Very good little picture, but did not make
film rental. So many Producers pictures have
been lemons that our patrons stay shy. We can’t
get them to take another chance. Six reels. —
A1 Stoddard, Rex theatre, Madisonville, Tex. —
General patronage.

PLAY SAFE: Monty Banks — 40%. August 28.
Wlhatever you pay for this one is too much. A
waste of celluloid. People got up and walked
out during the show. — M. A. Nadeau, Pythian
theatre, Chassell, Mich. — General patronage.

FIGHTING LOVE: Jetta Goudal — 35%. Sep-
tember 8-9. Poor picture, poor photography. Not
one comment from any of our Goudal fans. Pic-
tures like this do not keep a small town exhibitor.
Eight reels. — A1 Stoddard, Rex theatre, Madison-
ville, Tex. — General patronage.

HIS DOG: Special cast — 25%. September 20-21.
This one can’t say much for this. Played it on
family night and they didn’t go crazy about it.
Scenes are very dark and I would advise you to
show this one with Mazda equipment, as it won’t
please. Seven reels. — Ray E. Green, Scenic the-
atre. Holstein, la. — Small town patronage.

PLAY SAFE: Monte Blue — 20%. September 14.
— Yes, play safe and let this one alone. About
the biggest piece of cheese I ever remember of
wasting good juice on. Five reels. — W. L. Camp-
bell, Alert theatre, Steuben, Wis. — General pat-
ronage.

TWO CAN PLAY: Clara Bow— 20%. Just

fair little picture. May get by, but don’t adver-

tise too strong. Six reels. — W. L. Campbell, Alert
theatre, Steuben, Wis. — General patronage.

THE HIGH HAND: Leo Maloney — September
17. A good Maloney Western for Saturday night.
Six reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

HOT WATER: Harold Lloyd— Old, but not old
if they have not seen it. We ran this and adver-
tised it as an old one but not to miss it if they
had not seen it. — Duley & Dyer, Community the-
atre, Rockville, Mo. — Small town patronage.

PALS IN PARADISE: Marguerite de la Motte
— This picture seemed to please our patrons.
Seven reels. — Giacoma Brothers, Crystal theatre.
Tombstone, Ariz. — General patronage.

THE FRESHMAN: Harold Lloyd— This is a
dandy. If you can get it in football season and
you have any Lloyd fans, get it and follow up
with more of his. — Duley & Dyer, Community the-
atre, Rockville, Mo. — Small town patronage.

Rayart

SMOKE EATERS: Cullen Landis — 4%. Sep-
tember 27-28. Well, brother exhibitors, this is the
way they go over. If the folks are broke, as I
feel that they are here, there isn’t anything that
will bring them in. Why? Because this is a rat-
tling good show, couldn’t have been much better,
and this is the way it turned out first night :
took in $7, second night took in $2, and oh, boy,
250 seats in the house, that’s going some. Six
reels. — R. Duba, Royal theatre, Kimball, S. D. —
General patronage.

Tiffany

THE RED KIMONA: Priscilla Bonner — Sep-
tember 21. This is a good picture. Made a nice
show with the lecture given with it. Had a fair
crowd. Seven reels. — Andrew Rapp, Theatorium,
Emlenton, Pa. — General patronage.

United Artists

LOVING LIES: Special cast — 50%. September
10. This is good for those who like sad stories.
Seven reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

Universal

CHEERFUL FRAUD: Reginald Denny — 65%.
Not as good as previous Denny pictures, not a
special. Seven reels. — Thos. G. Norton, Town Hall
theatre, Allegany, N. Y. — Small town patronage.

PAINTING THE TOWN: Glenn Tryon— 60%.
September 18-19. An entertaining comedy that
pleased everyone. — Dudley C. Scott, Royal theatre,
Le Mars, la. — General patronage.

DOWN THE STRETCH: Special cast— 50%.
Has no drawing power and no stars but will
please all who come, some good comedy. Seven
reels. — Thos. G. Norton, Town Hall theatre, Al-
legany, N. Y. — Small town patronage.

THE FOURTH COMMANDMENT: Mary Carr
— 40%. August 21. Good, clean Sunday sermon
and entertaining, but not as big as Universal
claims it. Step on it, brother exhibitors. It’s
worth while to let everyone know. Better buy it
right first and then step on it. Seven reel6. — -
Rudolf Duba, Royal theatre, Kimball, S. D. — -
General patronage.

SENSATION SEEKERS: Special cast— 35%.
September 14-15. The usual flapper problem pre-
sented in the usual way. — Dudley C. Scott, Royal
theatre, Le Mars, la. — General patronage.

WESTERN ROVER: Art Acord— 31%. Sep-
tember 16. Good program Western. Five reels.
— A. G. Witwer, Grand theatre. Rainier, Ore. —
General patronage.

HELD BY THE LAW: Special cant— 25%.
September 9. A good murder mystery drama.
Print and paper good, but a poor draw. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

RUNAWAY EXPRESS: Jack Daugherty— 20%.
August 7. A dandy railroad picture which in so
different from others and will satisfy most any
audience. All outdoor stuff with many climaxes.
It’s good. Don’t fail to play this one, all of you
that have not played it yet. Six reels. — Rudolf
Duba, Royal theatre, Kimball, S. D. — General
patronage.

HER BIG NIGHT: Laura La Plante— 18%.
September 11. Dandy picture, but everybody
stayed home, so it shows that they don’t get
excited about Laura any more. Eight reels. —
R. Duba, Royal theatre, Kimball, S. D. — General
patronage.

RED CLAY : William Desmond — 5%. August
16. Very good picture, but not a Western and
an old one, so leave it alone. Five reels. — Rudolf
Duba, Royal theatre, Kimball, S. D.— General pat-
ronage.

BACK TO GOD’S COUNTRY : Renee Adoree
— A Curwood story that should have drawn extra
business, but did not. May have been the extreme
warm weather. Picture is okay for a Northern,
but would not say it should be classed as a special
as Universal has it listed on its release sheet.
Six reels.— W. Mansfield, Idle Hour theatre, Tama,
la. — General patronage.

THE FLAMING FRONTIER: Special cast —
September 18-19. This is one of the best pictures
of this type I have ever played. Much better than
“The Last Frontier” (P D C). The opening title
is very good and leads the audience to expect
something better than usual, and they were not
disappointed. Nine reels. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pat-
ronage.

WILD BEAUTY: Rex — Very good picture of
its kind. Should please extra well on Saturday.
It is as good as the last pictures made by Pathe
with Rex. Six reels. — W. Mansfield, Idle Hour
theatre, Tama, la. — General patronage.

THE BUCKAROO KID: Hoot Gibson — A very
good half-Western which pleased. You can’t go
wrong on Hoot Gibson. Six reels. — S. R. Cook,
Althea theatre, Dunseith, N. D. — General pat-
ronage.

MYSTERY CLUB: Special cast— This was a
6how that seemed to hold them all the way through
and consider it good for small town, although the
title did not draw well. — Duley & Dyer, Com-
munity theatre, Rockville, Mo. — Small town pat-
ronage.

LOVE THRILLS: Laura La Plante— This was
about one reel too long. Should have taken one
reel out of the first three reels. Laura is one of
Universal’s best for us. Six reels. — Duley &

56

EXHIBITORS HERALD

October 8, 1927

Dyer, Community theatre, Rockville, Mo. — Small
town patronage.

Warner Brothers

HILLS OF KENTUCKY: Rin Tin Tin— 75%.
September 17. Rin Tin Tin a good bet here.
Seven reels. — G. S. Young, Petrolia theatre, Petro-
lia, Tex. — General patronage.

WHAT EVERY GIRL SHOULD KNOW: Patsy
Ruth Miller — 50%. September 24. Pretty good
picture. Patsy Ruth goes over pretty good here.
Warner Brothers pictures sold too high for this
place. Seven reels. — G. S. Young, Petrolia the-
atre, Petrolia, Tex. — General patronage.

HIS MAJESTY BUNKER BEAN: Matt Moore
— 47%. September 17. This is pretty good.
Seven reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

MATINEE LADIES: May McAvoy— 40%. Sep-
tember 11. This is pretty good. Seven reels. — -
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

RED HOT TIRES: Monte Blue — September 3.
A very good picture, although Monte did not draw
very well, as it was the first time he had been on
the screen here. — Duley & Dyer, Community the-
atre, Rockville, Mo. — Small town patronage.

THE NIGHT CRY: Rin Tin Tin — This was
another one of Rin Tin Tin’s good ones, and of
the few we have played this is the best. Full of
excitement and keeps the kids excited. Seven
reels. — Duley & Dyer, Community theatre, Rock-
ville, Mo. — Small town patronage.

State Rights

THE LOST BATTALION: Gaston Glass— 85%.
September 14. Drew good attendance and seemed
to please. A drama of the World War, the plot
of which is based on true fact6. The commander
and some of the original members of the Lost
Battalion appear in the picture. This picture
should please wherever shown. Six reels. — C. O.
Peterson, Royal theatre, Saxon, Wis. — Small town
patronage.

HIS RISE TO FAME: George Walsh— 70%.
August 17. Pretty good picture of the squared
ring. Plenty of action with a fair plot. Six reels.
— C. O. Peterson, Royal theatre, Saxon, Wis. — -
Small town patronage.

A BROADWAY DRIFTER: George Walsh—
65%. September 7. While this picture pleased a
few it did not draw very well. The plot of this
did not please because action pictures seem to draw
better here. Six reels. — C. O. Peterson, Royal
theatre, Saxon, Wis. — Small town patronage.

THE PLASTIC AGE: Clara Bow— 60%. Sep-
tember 18-19. A dandy picture, you can't go
wrong on this one. Seven reels. — J. C. Kennedy,
Empress theatre, Akron, la. — General patronage.

HOODOO RANCH: Fred Church— 50%. Sep-
tember 23. Average Western. Not good, not bad.
Five reels. — G. S. Young, Petrolia theatre, Petro-
lia, Tex. — General patronage.

ROSE OR THE BOWERY: Johnny Walker—
5%. August 24. If all shows would be made like
this they would please more, only we need well
known 6tars to play in pictures and business would
pick up. Six reels. — Rudolf Duba, Royal theatre,
Kimball, S. D. — General patronage.

Serials

RETURN OF THE RIDDLE RIDER: William
Desmond — Started off pretty good. Two reels. —
G. S. Young, Petrolia theatre, Petrolia, Tex. — -
General patronage.

BLAKE OF SCOTLAND YARD: (Universal)
Special cast — September 24. We have used two
episodes, and while I would not pa6s judgment
for the 12 episodes I was just a bit disappointed
in this serial and while it holds your interest it
seems like I have seen lots of serials as good or
better. However, people here want mystery in
their serials and it should satisfy those who fol-
low it. It has not caused talk among the children
that most serials do. Twelve episodes. — W. Mans-
field, Idle Hour theatre, Tama, la. — General pat-
ronage.

WHISPERING SMITH RIDES No. 2: (Univer-
sal) Wallace McDonald — Although only second
chapter, it is classed as the best serial we have
ever run. Two reels. — C. B. Hesterly, Palace
theatre, Naples, Tex. — General patronage.

Short Subjects

EDUCATIONAL

KISS PAPA: Average only. Two reels. — J. A.
Engesather, M. W. A. Movies, Brocket, N. D. —
General patronage.

KISS ME, KATE : Babe London — A very good
single reel comedy. One reel. — Andrew Rapp,
Theatorium, Emlenton, Pa. — General patronage.

RARE BITS: Special cast — Very interesting
and a good addition to any program. % reel. —
A. G. Witwer, Grand theatre. Rainier, Ore. —
General patronage.

FB O

BLISTERS UNDER THE SKIN: Special cast
— This one was as good as all of the rest, but
different, so it really was better. Two reels. —
Rudolf Duba, Royal theatre, Kimball, S. D. — Gen-
eral patronage.

WEDDING DAZE: Three Fat Men — Pretty fair
comedy. Ran this with “Born to Battle.” Two
reels. — Andrew Rapp, Theatorium, Emlenton, Pa.
— General patronage.

THE HEAVY PARADE: Three Fat Men— We
find the three heavies in the war this time and
they sure have an exciting and comical time. Two
reels. — C. O. Peterson, Royal theatre, Saxon, Wis.
— Small town patronage.

CAMPUS ROMEOS: Three Fat Men— The three
fat men were great in this one. A fine comedy.
Two reels. — C. B. Hesterly, Palace theatre, Naples,
Tex. — General patronage.

AMAZING MAZIE: Alberta Vaughn — Starting
adventures of Mazie. This is good but missed
George O’Hara. Two reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

EGGED ON : Charley Bowers — Good comedy
with trick photography. Two reels. — Mrs. Hulda
J. Green, Gem theatre, Greenriver, Utah. — General
patronage.

WEDDING DAZE: Three Fat Men — A “Ton of
Fun” in another good one. Two reels. — C. O.
Peterson, Royal theatre, Saxon, Wis. — Small town
patronage.

WHAT, NO SPINACH? Gale Henry — Splendid
comedy. Lots of fun. Two reels. — C. O. Peter-
son, Royal theatre, Saxon, Wis. — Small town pat-
ronage.

ADORABLE DORA: Lois Boyd — Very good
comedy which got plenty of laughs. Two reels. —
C. O. Peterson, Royal theatre, Saxon, Wis. — Small
town patronage.

ALICE IN ALPS: Cartoon — An extra good
cartoon with its usual joymaking. One reel. —
C. B. Hesterly, Palace theatre, Naples, Tex. —
General patronage.

A LINK MISSING: Fairly good Mutt and Jeff
cartoon comedy. % reel. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

FOX

SOCIETY ARCHITECT: Earle Fox— These Van
Bibber comedies are most always entertaining.
Two reels. — G. S. Young, Petrolia theatre, Petrolia,
Tex. — General patronage.

STEEPLE CHASE: A good average comedy.
Two reels. — J. A. Engesather, M. W. A. Movies,
Brocket, N. D. — General patronage.

KING BOZO: Van Bibber — A good comedy.
It went over big. Two reels. — J. A. Engesather,
M. W. A. Movies, Brocket, N. D. — General pat-
ronage.

HONEYMOON HOSPITAL: Imperial east—
Good comedy and the jumps of the nephew were
more than exciting to everybody. Two reels. —
Rudolf Duba. Royal theatre, Kimball, S. D.—
General patronage.

KING OF THE KITCHEN: Imperial cast—
Good comedy and Lige Conley did well. Two
reels. — Rudolf Duba, Royal theatre, Kimball, S. D.

- — General patronage.

OFFICER OF THE DAY: Special cast— Good
comedy with a good plot. Two reels. — C. O. Peter-
son, Royal theatre, Saxon, Wis. — Small town pat-
ronage.

MADAME DYNAMITE: Special cast— A real
comedy with plenty of fun. Two reels. — C. B.
Hesterly, Palace theatre, Naples, Tex. — General
patronage.

FOX NEWS No. 87: Fox News are getting bet-
ter and better. One reel. — C. B. Hesterly, Palace
theatre, Naples, Tex. — General patronage.

UNIVERSAL

PAINLESS PAIN : Wanda Wiley — Don’t care
for Wanda Wiley's comedies for some reason, al-
though this was pretty good. Two reels. — Mrs.
Hulda J. Green, Gem theatre, Greenriver, Utah.
— General patronage.

WILD BILL: Charles Puffy— Very good comedy

for one reel. One reel comedy two short. One
reel. — G. S. Young, Petrolia theatre, Petrolia, Tex.
— General patronage.

WIDE OPEN FACES: Charles Puffy— This is
the best comedy we had in a long time. It is
where the women run the men out of town in
barrels. Very good. One reel. — S. R. Cook, Al-
thea theatre, Dunseith, N. D. — General patronage.

ALIAS TARZAN : Neely Edwards — Not so good,
but will pass for a filler. One reel — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

HOT AIR: Charles Puffy — This is a very good
one reeler from Puffy. The airship 6cenes sure
will raise the hair on anyone’s head. One reel.
— Rudolf Duba, Royal theatre, Kimball, S. D. —
General patronage.

SMOTHER O’ MINE: Charles Puffy— Fair
short comedy. One reel. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

COWBOY CHAPERON: Ed Cobb— Good short
Western featurette as usual. Two reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

DYNAMITED : Andy Gump — Pretty good. Two
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

TWO DOLLARS, PLEASE: Neely Edwards-
Good comedy, but Neely didn’t do his best. One
reel. — S. R. Cook, Althea theatre, Dunseith, N. D.
— General patronage.

BUSTER’S MIXUP: Arthur Trimble— It is a
good Buster Brown comedy but not as good as
some other ones. Two reels. — S. R. Cook, Althea
theatre, Dunseith, N. D. — General patronage.

INTERNATIONAL NEWS: International News
is a much better news reel than Pathe News and
we get it much newer. One reel. — S. R. Cook,
Altheat theatre, Dunseith, N. D. — General pat-
ronage.

OPERA HOUSE TO-NITE: Arthur Lake-
Fair comedy, that’s all. One reel. — S. R. Cook,
Althea theatre, Dunseith, N. D. — General patron-
age.

A MAN’S SIZE PET: Special cast — This is a
W. C. Tuttle Western comedy and a good one at
that. It kept the crowd roaring. Two reels. — -
S. R. Cook, Althea theatre, Dunseith, N. D. —
General patronage.

AND GEORGE DID: Special cast — A real good
comedy that brought the laughs. Two reels.—
C. B. Hesterly, Palace theatre, Naples, Tex. —
General patronage.

BE MY WIFE: Special cast — Good comedy.
Lots of action and some good laughs. Two reels.
— A. G. Witwer, Grand theatre. Rainier, Ore.-
General patronage.

SNOOKUMS’ FISHING: Snookums McKeen—
Good kid comedy. Two reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

HOME TRAIL: Fred Gilman — Good straight
Western featurette okay for filler with comedy
feature. Two reels. — A. G. Witwer, Grand the-
atre, Rainier, Ore. — General patronage.

MIDNIGHT BUM: Arthur Lake^A good short
comedy. Much better than the average Bluebird
that we have been getting. One reel. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

PATHE

FUNNYMOONERS: Ralph Graves— Good. Two
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

HOT CAKES FOR TWO: Alice Day— Good.
Two reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

ALL PATHE NEWS: We bought news not
over 19 days old, but get them when they send
them. Pathe no good here. Former report from
me. — G. S. Young, Petrolia theatre, Petrolia, Tex.
— General patronage.

SHOULDER ARMS: Charlie Chaplin— 25%.
September 12-13. Just as funny as it was back
years ago when it first came out, but our patrons
did not laugh, neither did I, except at myself.
These old re-issues will not go, that’s all. The
public knows them and they expect a sting when
I offer one. I am off of re-issues — plenty new
ones. Three reels. — A1 Stoddard, Rex theatre,
Madisonville, Tex. — General patronage.

RING UP THE CURTAIN: Harold Lloyd—
As usual any Lloyd comedy pleases our patrons.
One reel. — Caress Brothers, Palace theatre, Elnora,
Ind. — Small town patronage.

COLD TURKEY: Alice Day— Plenty of “laffs”
in this one. Young and old enjoyed it. Two reels.
— Caress Brothers, Palace theatre, Elnora, Ind. —
Small town patronage.

October 8, 1927

EXHIBITORS HERALD

57

BOX OFFICE TICKER

°lhe HERALD System for determining
the definite attraction values
of SMotion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Rookies (M-C-M) 83.90%

No Man's Gold (Fox) 79.68%

The Cohens and Kellys (U) 78.00%

The Iron Horse (Fox) 78.00%

Laddie (F B O) 76.94 %

Irene (F. N.) 76.75%

Keeper of the Bees (FBO) 76.69%

The Mysterious Kider (Par) 76.38%

Tillie the Toiler (M-C-M) 75.90%

The Calgary Stampede (U) 75.80%

Tell it to the Marines (M-G-M) 75.55%

It (Par) 75.27%

The Gorilla Hunt (FBO) 75.07%

Don Mike (FBO) 73.53%

Arizona Sweepstakes (U) 73.07%

The Great K. and A. Train Robbery (Fox). .73. 07%

The Vanishing American (Par) 72.82%

The Last Trial (Fox) 72.81%

The Tough Guy (FBO) 72.46%

Chip of the Flying U (U) 72.17%

The Winning of Barbara Worth (U. A.) ... 71.65%

The Magic Garden (FBO) 71.33%

Johnny Get Your Hair Cut (M-G-M) 70.96%

Thj Volga Boatman (P D C) 70.68%

Hills of Kentucky (W. B.) 70.50%

Slide, Kelly, Slide (M-G-M) 70.44%

Flesh and the Devil (M-G-M) 70.11%

Tarzan and the Golden Lion (F B O) 69.72 %

The Sea Beast (W. B.) 69.30%

The Bat (U. A.) 69.15%

Let’s Get Married (Par) 69.07%

The Gentle Cyclone (U) 68.81%

The Quarterback (Par) 68.63%

Mr. Wu (M-G-M) -...68.50%

Ella Cinders (F. N.) 68.46%

The Son of the Sheik (U. A.) 68.38%

Senor Daredevil (F. N.) 67.58%

Man of the Forest (Par) 67.52%

The Scarlet West (F. N.) 67.40%

The Scarlet Letter (M-G-M) 67.30%

The Unknown Cavalier (F. N.) 67.27%

Three Bad Men (Fox) 67.00%

The Last Frontier (PDC) 66.78%

The Campus Flirt (Par) 66.75%

The Overland Stage (F. N.) 66.62%

Tin Hats (M-G-M) 66.36%

The Four Horsemen (M-G-M) 66.30%

The Phantom Bullet (U) 66.23%

Hands Across the Border (F B O) 66.15%

The Fire Brigade (M-G-M) 66.13%

The Black Pirate (U. A.) 65.94%

Up in Mabel’s Room (P D C) 65.94%

The Kid Brother (Par) 65.28%

Orchids and Ermine (F. N.) 65.18%

The Devil Horse (P) 64.69%

Sea Horses (Par) 64.63%

We’re in the Navy Now (Par) 64.53%

His Secretary (M-G-M) 64.50%

The Night Cry (W. B.) 64.33%

While London Sleeps (W. B.) 64.30%

Across the Pacific (W. B.) 64.07 %

Corporal Kate (PDC) 63.83%

For Heaven’s Sake (Par) 63.45%

The Man in the Saddle (U) 63.05%

Skinner’s Dress Suit (U) 62.84%

Little Annie Rooney (U. A.) 62.83%

Lone Hand Saunders (FBO) 62.71%

A Regular Scout (FBO) 62.57%

That’s My Baby (Par) 62.42%

Canyon of Light (Fox) 62.33%

War Paint (M-G-M) 62.30%

Brown of Harvard (M-G-M) 61.96%

The Two Gun Man (FBO) 61.17%

The Masquerade Bandit (FBO) 61.00%

The Buckaroo Kid (U) 60.94%

Behind the Front (Par) 60.89%

The Denver Dude (U) 60.75%

Sweet Daddies (F. N.) 60.55%

Tony Runs Wild (Fox) 60.53%

Under Western Skies (U) 60.09%

Tramp, Tramp, Tramp (F. N.) 60.06%

Twinkletoes (F. N.) 59.57%

The Teaser (U) 59.50%

The Waning Sex (M-G-M) 59.32%

The Understanding Heart (M-G-M) 59.19%

The Silent Rider (U) 59.00%

The Flaming Forest (M-G-M) 58.83%

His People (U) 58.71%

Wild To Go (FBO) 58.33%

Sally, Irene and Mary (M-G-M) 58.09%

The Texas Streak (U) 57.84%

Clash of the Wolves (W. B.) 57.75%

The Cowboy Cop (FBO) 57.72 %

Paradise (F. N.) 57.50%

Mantrap (Par) 57.42%

The Dark Angel (F. N.) 57.14%

Rolling Home (U) 57.05%

Kid Boots (Par) 57.04%

Private Izzy Murphy (W. B.) 57.00%

The Eagle (U. A.) 56.90%

Stella Dallas (U. A.) 56.90%

The Flaming Frontier (U) 56.85%

The Wilderness Woman (F. N.) 56.84%

The Temptress (M-G-M) 56.73%

Old Clothes (M-G-M) 56.69%

Uptage (M-G-M) 56.62%

Men of Steel (F. N.) 56.45%

Mike (M-G-M) 56.45%

The Flying Horseman (Fox) 56.38%

Stranded in Paris (Par) 56.22%

The Red Mill (M-G-M) 56.15%

Breed of the Sea (FBO) 56.06%

Winners of the Wilderness (M-G-M) 56.00%

Wild Justice (U. A.) 55.86%

The Rainmaker (Par) 55.72%

Forever After (F. N.) 55.68%

Forlorn River (Par) 55.55%

Desert Valley (Fox) 55.50%

Born to the West (Par) 55.45%

It Must Be Love (F. N.) 55.20%

The Johnstown Flood (Fox) 55.08%

The Palm Beach Girl (Par) 55.08%

The Unknown Soldier (PDC) 55.00%

Stepping Along (F. N.) 54.86%

Knockout Riley (Par) 54.76%

Let it Rain (Par) 54.62%

Poker Faces (U) 54.50%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

Variety (Par) _..53.63%

What Happened to Jones (U) 53.62%

Aloina of the South Seas (Par) 53.44%

The Midnight Sun (U) 53.05%

Subway Sadie (F. N.) 52.90%

The Ice Flood (U) 52.82%

Sweet Rosie O’Grady (Col) 52.72%

The Barrier (M-G-M) 52.68%

Miss Nobody (F. N.) 52.66%

Eagle of the Sea (Par) 52.55%

Herald

Service

NEWS— The latest news told truthfully and
concisely in a Herald service.

THE THEATRE — — Exploitation hints for
every theatre is a Herald service.

T. O. SERVICE The correct dope on the

newest pictures is a Herald service.

PRESENTATION Analytical reports on cur-

rent stage acts is a Herald service.

THE TICKER— Percentage ratings on all
pictures being played is Herald service.

And in the Herald you will find the great-
est service department of all — WHAT
THE PICTURE, DID FOR ME.

Altars of Desire (M-G-M) 52.00%

The Return of Peter Grimm (Fox) 52.00%

Kosher Kitty Kelly (FBO) 51.95%

Pals in Paradise (PDC) 51.80%

Tin Gods (Par) 51.78%

The Prince of Pilsen (PDC) 51.60%

Her Big Night (U) 51.57%

Whispering Wires (Fox) 51.54%

Prisoners of the Storm (U) 51.45%

The Greater Glory (F. N.) 51.36%

The Blue Eagle (Fox) 51.35%

Say It Again (Par) 51.25%

Her Father Said No (FBO) 51.09%

Tumbleweeds (U. A.) 51.07%

Bred in Old Kentucky (FBO) 50.90%

The Strong Man (F. N.) 50.81%

The Arizona Streak (F B O) 50.53%

Sparrows (U. A.) 50.45%

The Wanderer (Par) ^..-..50.36%

Hogan’s Alley (W. B.) 50.25%

Spangles (U) 50.25%

Mare Nostrom (M-G-M) 50.22%

You Never Know Women (Par) 50.00%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

The Million Dollar Handicap (P D C)..... 49.82%

The Show Off (Par) 49.73%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

One Minute to Play (FBO) 49.26%

The Runaway Express (U) 49.11%

The Adorable Deceiver (FBO) 48.63%

The Still Alarm (U) 48.63%

Faust ( M-G-M ) 48.60%

Paradise For Two (Par) 48.60%

Battling Butler (M-G-M) 48.52%

Whispering Smith (PDC) 48.45%

Her Honor the Governor (FBO) 48.11%

Syncopating Sue (F. N.) 48.09%

TTie New Commandment (F. N.) 48.08%

Take It From Me (U) 47.50%

Desert's Toll (M-G-M) 47.33%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (M-G-M) 47.15%

Love ’Em and Leave ’Em (Par) 47.00%

Wet Paint (Par) 46.81%

There You Are (M-G-M) 46.77 %

Out of the West (FBO) 46.09%

Hold That Lion (Par) 45.43%

The Marriage Clause (U) 45.25%

The Border Sheriff (U) 45.00%

So’s Your Old Man (Par) 44.88%

Just Another Blonde (F. N.) 44.36%

Wedding Bills (Par) 43.90%

The Blind Goddess (Par) 43.88%

The Duchess of Buffalo (F. N.) 43.75%

Blonde or Brunette (Par) 43.70%

A Little Journey ( M-G-M ) ... J 43.46%

The New Klondike (Par) 43.27%

Blarney (M-G-M) 43.23%

Fine Manners (Par) 43.14%

Partners Again (U. A.) 42.87%

Ladies at Play (F. N.) 42.75%

Bardelvs the Magnificent (M-G-M) 42.73 %

The Old Soak (U) 42.42%

La Boheme (M-G-M) - 41.95%

Fig Leaves (Fox) 41.90%

Midnight Lovers (F. N.) 41.85%

The Love Thief (U) 41.72%

The Canadian (Par) 41.63%

The Wise Guy (F. N.) 41.53%

Special Delivery (Par)..... 41.40%

Bigger Than Barnums (F B O) 41.16%

Everybody’s Acting (Par) 41.06%

Fascinating Youth (Par) 40.89%

Miss Brewster’s Millions (Par) 40.79%

The Cat’s Pajamas (Par) 39.09%

The Ace of Cads (Par) 38.66%

Perch of the Devil (U) 37.69%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (F. N.) 36.33%

The Amateur Gentleman (F. N.) 35.50%

Steel Preferred (P D C) 34.70%

You’d Be Surprised (Par) 34.50%

The Magician (M-G-M) 34.42%

The Great Gatsby (Par) 34.00%

Exit Smiling (M-G-M) 33.50%

Don Juan’s Three Nights (F. N.) 30.80%

Pals First (F. N.) 28.40%

58

EXHIBITORS HERALD

October 8, 1927

CHICAGO PERSONALITIES

= By W. W.

LH. DALLY, who has been connected with Balaban and Katz the
short period of two years, has risen from the rank of second assist-
• ant manager at the Chicago theatre to supervisor of theatres for
Balaban and Katz Corporation. Previous to his entrance into the show
business, Mr. Dally had had no theatrical experience.

The Lincoln Square and Avon theatres
of Decatur have gone open shop. The
adoption of the policy came as a result of
the refusal of the Musicians’ Federation
to compromise on its demands for two
organists at matinees and a minimum of
six musicians to play evening perform-
ances at all houses charging an admission
price of more than 31 cents. The musi-
cians asked for a rest period of 20 min-
utes to the hour, which would have re-
duced actual working time to four hours
a day.

* * *

Oscar Florine gave a golf party at Crys-
tal Lake last Friday for a number of the
boys along the row, and Jack and George
Miller, Len Ullrich, Roy Alexander and
Frank Schaefer were among those who
were his golf guests. With such golfers,
the party could have been nothing but a
success.

Ms Ms Ms

Fred Welter was in the Pathe exchange
last week. Welter is building a new the-
atre at Wausau, Wis., which will cost
around $310,000, with a seating capacity of
about 1,500. It will be opened some time
in November. The original cost was set
at around $150,000, but a great deal more
has been spent on the interior than was
planned, hence the large increase in cost.

“Fables and Topics” Tom North, Pathe
salesman, has already had a good taste of
winter. Some two weeks ago he made a
drive through the northern part of Ne-
braska and was met with two inches of
snow. Sort of rushing the season, aren’t
you, Tom? * * *

S. G. Honeck and Bill Ashman, Pathe
managers at Milwaukee, spent a few days
in Chicago last week. Elmer Pearson of
the home office of Pathe, stopped of to
visit with Fred Aiken last week on his trip
from the Coast to New York.

Dan Roach celebrated his birthday at
home Monday with his family and next
Monday will celebrate his twenty-seventh
wedding anniversary. Dan is quite justly
proud of a corking good publicity stunt he
pulled last week for Pathe News. He had
reproductions made of the 20 telegrams
received from Chicago theatres congratu-
lating Pathe on its fight pictures, and per-
suaded Western LTnion to display the re-
productions in its 130 Chicago offices. Good
work, Dan. * *

A number of changes have been made in
the sales force at the Paramount exchange.
William Washburn, who had the West
Side in Chicago, has been transferred to
Cincinnati, and George Smith, former Mil-
waukee manager, has gone to Cincinnati

For Illinois

For Indiana

G REIVER PRODUCTIONS

MIDWEST FILM CO.

83 1 SOUTH WABASH AVE.,

OF INDIANA

CHICAGO, ILL.

218 Wimmer Bldg., Indianapolis

to manage that exchange. Lou Golberg,
former manager of the Peoria exchange
that has been discontinued, is doing spe-
cial work for Paramount in Chicago.
Harry Neil has returned from Cincinnati
and will probably handle the West Side.

It was learned at the Paramount ex-
change that the Chicago censor board has
passed on “Underworld” and the picture is
soon to be shown in the city without a
single cut. * * *

Abe Warner of Warner Bros, was in
town the greater part of last week but
left for the Coast Friday. Morris War-
ner stayed over the week-end to be present
at a meeting of Warner exchange man-
agers held here Saturday.

* * *

The national semi-annual meeting of
Paramount’s managers of distribution will
be held in Chicago, October 29-30. Since
managers from every section of the coun-
try will attend, Chicago is picked as the
place for meeting, because of its central
location. ^ * *

The new Coronado theatre at Rockford,
111., a Great States theatre, will open on
the 8th with a first run picture and band
show policy. The Orpheum at Rockford is
undergoing complete remodeling and re-
decorating. * * *

Frank Woollen, formerly manager of
publicity for Publix for the state of Colo-
rado, is now in charge of publicity for
Lubliner and Trinz.

* * *

Harry Tyrrell, formerly manager of the
Stratford theatre, is now manager of the
new Avalon theatre, the Cooney Bros.
South Side house.

* * *

Ed Trinz has a stock company in the
Chateau theatre on the North side. The
house formerly ran pictures. Harry Min-
turn heads the stock company players.

EXHIBITORS

YOUR CHANCE OF A
LIFE TIME IS HERE

BOOK

IMMEDIATELY

The Greatest Box Office
Attraction

Tunney-Dempsey
Fight Pictures

Taken at Soldier’s Field,
Chicago

1 0 Rounds, Full of Action,
including the questionable

7th ROUND IN
SLOW MOTION

GOODART
PICTURES, INC.

810 S. Wabash Ave., Chicago

Harrison 4006

The one way

to be sure

Screen quality is important to the
public and therefore to the box office.
It is too important an item to be over-
looked by the exhibitor.

There is one way to be sure of getting
the highest photographic quality in your
productions. Specify prints on Eastman
film — the film that made motion pictures
possible — and look for the important
words "Eastman Kodak” in the margin
of each reel.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

EXHIBITORS HERALD

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CHALLEN G

(Tjavid barrist in one of his trenchant
<3*-'' editorials in Ehe Exhibitor says:

When the safety of their patrons
is concerned the theatremen are not
lax in improving their houses.

Mr. Barrist was referring to the
marvel among modern safety develop-
ments, the Sentry Safety Control.
When attached to any standard pro-
jection machine, it is a 100% guard
against fire-danger, hitherto the men-
ace of millions of patrons, the night-
mare of thousands of owners.

His statement is a challenge to
15,000 Exhibitors in the United States.
It is not conceivable that a single one
will fail to meet it . . . Costs only a
few cents a day.

in

CO RPORATION

13th and Cherry Sts., PHILADELPHIA 1560 Broadway, NEW YORK
And All Branches of

NATIONAL THEATRE SUPPLY COMPANY

SECTION 2 1

H|iii)iiiiiiiiiiii(ii{iiii'iiiiimiiHiiiiiiiin((j

JACQUELINE LOGAN registers in “King
of Kings” as one of filmdom’s best ac-
tresses. She follows one triumph with others
and is working in Pathe’s “Leopard Woman.”

JJ ARRISON FORD, who has just received
-LJ- the assignment to play “Gallagher" in
Pathe’s film of that name, is beloved the world
over for his thoroughly human artistry.

VOL, XXXI, No. 4

October 8, 1927

Alfred E. Green

DIRECTOR OF WILLIAM FOX PICTURES

In Preparation

Olive Borden

in

‘‘COME TO MY HOUSE”

With Antonio Moreno

ALAN HALE’S NEW DE MILLE CONTRACT CALLS FOR STAR-DIRECTOR SERIES

Comic Will Act Direct
Under New Agreement

cinematters

£S]£. £ " : *

Every in 1 section d the | Jimmy Starr

the Movies | Los Angeles Record | »

r»t'*7ud hand rmxcTm*

TfIoo 'of M “own!0canrtnl,'ThtUBIS

Thirty-First Year LOS ANGELESES ATURDAY, AUGUST 27. 1927 Two Cents

rtisrl Cnaer ■><; <n||i In^estero''' njC

Albert Rogell Smilin’ Through

“The Shepherd Of The Hills”

THE Special Of the Year

Charles R. Rogers-First National

At Inspiration Point, Utah, 1 1,250 Feet Toward Heaven Working with
Alec Francis, Molly O Day, John Boles, Matthew Betz, Otis Harlan,
Marian Douglas, Romaine Fielding and Others to Film the Most Beautiful
Most Stirringly Inspiring Picture of the Season.

ALBERT ROGELL

Reaching the Public, an Editorial

JOHN S. SPARGO
JAMES BEECROFT

Eastern Representatives

RAY MURRAY
DOUGLAS HODGES

Editors

A monthly supplement of Exhibitors Herald devoted to production.

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray
Douglas Hodges,

Editors, The Studio

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

There is no more important phase
of motion pictures than the studio.
Upon its problems, activities and
personnel depends in a big measure
the success ot other branches of the
business.

In The Studio, the Herald offers a
medium devoted exclusively to this
vital element of the motion picture.
Its contents deal exhaustively on all
studio matters.

SUBSCRIPTION RATES

United States and possessions —

$3 per year.

Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

EASTERN capital is obtained for merger of Gotham and Colum-
bia, according to Sam Sax, president of the former concern;
Financial aid will permit the combine to buy theatres in territories
now closed to them.

BROWN, Ford and Korda have completed production on three
costly films ; Three million dollars invested in trio of new attrac-
tions; Slump of last three months may result in studios working
Christmas day.

PLAYERS charge that producers demands for new faces are only
a gesture; Point out that many of the most popular stars today
are those who have been before the public during the last few years.

FILM research brings new system of lighting; Manufacturers are
already changing their equipment; Stereoscopic photography is
a mechanical certainty according to the belief of cameramen.

POPY for the Theatre house organ and
for the local dailies; This Herald fea-
ture gives exhibitors concise and interest-
ing paragraphs concerning current pro-
duction activities at the studios in Holly-
wood.

I N Conference, a humorous and pertinent
dissertation on “behind the scenes”
happenings at the studios; This Bob Early
feature is published each month in The

Studio Smiling Through, Rufus McCosh's

humorous sketch.

TJELENE COSTELLO weds John Y.

Reagan, son of army officer —
Rambling Round in Hollywood, a series
of peppy paragraphs by J. M. Lough-
borough Six FBO companies go on lo-

cation in one week.

Lj" OX finishes half of its feature pictures
for the season of 192 7-28 Mae Mur-

ray to make personal appearances at the

Metropolitan theatre in Los Angeles

Small Studios on Coast are signing big
stars.

OCHERTZINGER joins Paramount Fa-
*0 nious Lasky to direct big production

starring George Bancroft The Director,

A1 Green, first of a series of sketches of
studio personalities — Writers demand
prestige.

'“UHE Studio Preview, containing the first
reports on new pictures just fresh from
the cutting rooms; Herald staff on Coast
presents low-down on the new attractions;
Fred Thomson’s “Jesse James" looks like
a good bet.

“Reaching the Public”
A Quigley Editorial

4

STUDIO SECTION OF

October 8, 1927

Published Every Four Weeks by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications, in addition to The Studio, pub-
lished as supplements to Exhibitors Herald: Better Theatres, every
fourth week, and The Box Office Record & Eguipment Index, semi-annual.

Vol. XXXI October 8, 1927 No. 4

Reaching the Public

TDLAYERS in pictures who occupy positions sub-
ordinate to that of stardom appear generally
quite unaware of the influence of the exhibitor’s
attitude toward them upon their cinema careers.
This is directly in contrast to the attitude of certain
of the stars and leading players whose access to the
financial records concerning their productions regu-
larly impresses them with just what the theatreman
has to say about their success or failure.

We have in mind the case of one of the day’s lead-
ing stars whose meteoric rise to success is in no small
measure due to an extensive effort carried on over
a period of years to make herself well and favorably
known to the exhibitor. This player’s success has
been importantly influenced by the publicity which
has been accorded her in exhibitors’ advertising and
this advertising was importantly influenced by the
efforts she made to be represented in it.

No one is unaware of the importance of publicity
to the player but there is a great deal of misinforma-
tion on the subject of what is constructive publicity
and how it may be gotten. Obviously, it is an im-
practicable and an impossible undertaking for any
player to hope to be able directly to advertise him-
self to the public. This cannot be done any more
than can a producer advertise an individual picture
to the public. In the same way that a producer
must depend upon the exhibitor to advertise his pic-
tures to the public, so must players depend upon the
theatremen.

* * *

TT is an unfortunate fact that frequently a Holly-
wood reputation is mistaken for popular fame
throughout the nation. There are many local
celebrities in Hollywood whose existence is quite un-
known to the American public at large and whose
existence will remain unknown until it is revealed

by the dual agents of publicity upon the screen and
prominence in exhibitors’ advertising.

Initial recognition, of course, first comes in Holly-
wood when a player is given a part. From that
moment on the theatreman becomes a factor of un-
questionable importance in determining how far and
how quickly a player is to succeed. The exhibitor
must first be impressed before the public will be
impressed. The turning-point in screen careers
comes when the exhibitor makes up his mind that
some particular personality has possibilities and pro-
ceeds to tell his public about this personality.

The amount of advertising of one kind or another
done by the motion picture theatres of the United
States and Canada assumes a tremendous total.
Tremendous space is used and a huge cost is in-
volved. It is this advertising, consisting of news-
paper space, programs, billboards and a variety of
other advertising forms, that motion picture players
should strive to be represented in.

Players’ advertising may either be vanity adver-
tising or business advertising. Vanity advertising is
expensive because it is unproductive. Business ad-
vertising is a sound method of advancing a career
and in most instances an indispensable means of
advancing a career.

* * *

7HILE there are instances of stars and leading
V V players who have well-learned this part of their
business there still are many who either through
ignorance or an unintelligent attitude of self-
sufficiency are deliberately overlooking the vital
opportunity of obtaining due representation in the
advertising and publicity efforts carried on by the
exhibitor. Exhibitors naturally exploit the person-
alities which they think will do best for them at the
box office, hut they are under the same disadvan-
tages as anyone else in attempting to operate half in
the dark. In order to function efficiently they must
be supplied with the necessary information and with
the necessary material.

Many players are inclined to leave this matter
entirely to their producers because of the pro-
ducers’ assumed common interest in their advance-
ment. But this policy has led and will continue to
lead to many disappointments. The producers’ main
job is to promote his pictures and not the players
working in them. This is a case of the usual where
an individual’s interests must be looked after by
himself or they will suffer.

The economy program that is now under way
brings added emphasis to the dictum that motion
picture professionals must look strictly to the task of
obtaining proper representation in exhibitors’
advertising. Producers will have less funds avail-
able in the future than they have had in the past for
publicity for players. Likewise the thought of build-
ing a player’s reputation into greater prominence,
leading to higher salary exactions, is being seriously^
considered by producers.

MARTIN J. QUIGLEY.

October 8, 1927

EXHIBITORS HERALD

5

Brown,

Work

Ford and Korda End
on Costly Productions

Three Millions Invested
In Trio of New Pictures

Slump of Past Three Months May Result in “ Studio
Activity on Christmas Day”

By RAY MURRAY

HOLLYWOOD, Oct. 4. — Clarence Brown, Jack Ford and Alexander
Korda are this week completing work on productions which represent a
fortune of three million dollars.

Ford’s Fox picture, “Grandma Bernle Learns Her Letters,” has grown,
you might say, out of a Saturday Evening Post story that proved well
worthy nine-tenths of a million and well worth the execution of the man
who directed “The Iron Horse” for the same company.

Korda’s “Private Life of Helen of Troy” ran into $750,000 and is now in
First National’s cutting rooms. Brown has completed shooting “The Trail
of ’98” for M-G-M after nine months of work and the prints will soon be
shipped to New York.

No Let Up at Holiday Time

Acceleration of production is noticeable at the big studios. Although
actors and directors have feared that the usual winter shut-down would
arrive before the fall season had gotten under way conditions indicate there
will be no Christmas Day shut down this year.

Another indication that the recent slump is over is that immediately
directors finish a picture they are handed script for the next ; sets are being
built far in advance and studio artisans are kept busy day and night.

Independent Studios Become More Active

Even independent studios, of which there are many, in and around
Hollywood, are unusually active, indicating that the demand for inde-
pendent product is imperative and the producers are rushing production
to meet this demand.

"Just married." Helene Costello, War-
ner Brothers player, and Jack Reagan
were married last Thursday in Holly-)
wood.

Schertzinger Joins
Lasky to Direct Big
Bancroft Production

(Special to the Herald)

LOS ANGELES, Oct. 4. — Paramount
last week signed Victor Schertzinger to
make “Honky Tonk,” a story of the
waterfronts of the out-of-the-way places
of the earth. It will star George Ban-
croft, who is becoming famous for his
work in “Underworld.”

The story is being prepared and work
will start next week.

Schertzinger directed “The Lily,” “The
Music Master” and a number of other
productions for Fox Film Corporation,
but has announced that he has left that
organization permanently. His move to
Paramount provokes the remarks “along
the boulevard” that that company is
making a concentrated effort to bring a
group of highly capable directors to the
Lasky banner before going ahead with
the bulk of the work on this year’s
schedule.

Stephen Roberts 9 Idea
Made into Two Reeler

(Special to the Herald)

LOS ANGELES, Oct. 4.— Stephen
Roberts, director of Mermaid comedies
for Educational, completed one of the
most pretentious two reelers of his
career last week, as yet untitled. It re-
volves about A1 St. John, who is the
pilot of a racing car with wings.

Much of the action shot in Mulhol-
land, near Hollywood, has to do with the
flight of the vehicle from one mountain
peak to the other. The idea is Steve’s
and grows out of his long experience
with planes prior to his advent in motion
pictures.

Banks Faces Trial for

Driving; No License

(Special to the Herald)

HOLLYWOOD, Oct. 4.— A jail sen-
tence looms for Monty Banks, screen
comedian, following his arrest Thursday
near his studio for driving a car. Some
months ago Banks’ driving license was
revoked for speeding. His trial is set
for this week.

First National has been the busiest dur-
ing the past month and several important
productions are nearing completion. Alex-
ander Korda’s initial American-made pic-
ture, “The Private Life of Helen of Troy,”
featuring his beautiful wife, Marie Corda,
supported by Lewis Stone and Ricardo
Cortez, is an elaborate production in every
way. It cost in the neighborhood of
$750,000 to produce and1 many colorful cos-
tumes and beautiful sets were used. Fin-
ishing touches were added this week.

Rogell Finishing F. N. Special

Albert Rogell, directing “The Shepherd
of the Hills,” has returned from his Utah
location and will finish the picture at Bur-
bank. This is another First National
special.

Charlie Brabin is directing Milton Sills
and a large company in “The Valley of the
Giants.”

George Fitzmaurice is making “Louisi-
anna,” starring Billie Dove. Marshall
Neilan is working on Colleen Moore’s
new vehicle, as yet untitled, and great
expectations are held for this team to
make a great picture. J. F. Dillion, di-
recting Jack Mulhall, Dorothy Mackaill
and others in “Man Crazy,” has been
startling the countryside with a big yel-
low car which Mulhall drives. The pic-
ture will be completed this week. “The
Caravan Trail” has been occupying Ken
Maynard’s time for the past month.
Harry J. Brown is directing and a large
and complete circus occupies a city block

just beyond First National studios. Will
Rogers has finished his first picture for
First National, “A Texas Steer,” and
seemed to get a lot of fun making it.
Richard Wallace directed. “The Gorilla,”
adapted from the stage play, is being
edited, and Harry Langdon has started
another temporarily called “The 19th
Hole.”

Fred Thomson Film Complete

At the Paramount studios four com-
panies are working on pictures for the
fall schedule. Those that are now under
way are: “The Side-Show,” which in-
troduced W. C. Fields and Chester Conk-
lin as Paramount’s newest comedy team;
“The Gay Defender,” a colorful photo-
play of early California life in which
Richard Dix is starred; “Serenade” with
Adolphe Menjou; “Gentlemen Prefer
Blondes,” the classic satire.

Fred Thomson has just finished his
initial Paramount production, “Jesse
James,” a gripping and entertaining
story of one of America’s most noted
characters. Another special which will
go into production within two weeks is
“Abie’s Irish Rose,” adapted from Ann
Nichols successful stage play.

Leo Meehan Directing “Freckles”

Another busy lot is that of F B O
where seven companies are shooting.
J. Leo Meehan is directing “Freckles,” a
Gold Bond production, with Johnny Fox,
( Continued on page 24)

6

STUDIO SECTION OF

October 8, 1927

IN CONFERENCE

ON A LOT

OF THE LOTS

T

x HE U. S. navy isn’t so crazy about the movies and from now on
it’s going to be pretty tough to get the cooperation of Uncle Sam’s sea de-
partment in making photodramas. It seems that the admirals and com-
manders and secretaries who have to do with our sea forces didn’t go into
spasms of laughter at the Paramount comic vehicle, “We’re in the Navy
Now,” and First National’s “Convoy” didn’t make any hit at all with the
gob bosses in Washington despite the fact that the U. S. navy was given
credit for something or other in conjunction with the latter. Or perhaps
that was the trouble. They didn’t want credit after seeing the opus.

The displeasure of the navy department was not manifested until Universal tried to
get some official help in filming “The Big Gun,” another gob glorifying epic. Picture
people who went to Washington, including Irvin Willat, the director, were very coolly
treated. Officials were not backward in giving reasons for their attitude, but Universal
is going right ahead, the Coast executives say, and make the picture as planned.

The picture industry incurred the displeasure of the navy a decade ago when Syd
Chaplin made “The Submarine Pirate” — if that was the name — lor Mack Sennett. It
was a great laugh getter but it didn’t make much of a hit with the navy department to
see Sennett comics playing admirals, with walrus moustaches and other laugh provoking
impediments.

Our Newest Convert

II' looks like A1 Jolson is to desert the stage for the pictures. “The Jazz Singer,”
his first picture, is regarded as “in the bag” as a huge success by practically all of the
Warner Brothers and the comedian is already casting about for another vehicle. Al-
though he has not voice.' his desire publicly, A1 has confided to friends that he would
like to do a screen versi. n of “Pagliacci,” Vitaphoned throughout, and there is a pos-
sibility that it will be his i.ext picture should “The Jazz Singer” prove the success which
is now indicated.

PICKED THE WINNER

InCIDENTALLY A1 Jolson was one of the biggest winners on the Dempsey-Tunney
argument in Chicago. Although a friend of Dempsey, A1 figured it that Jack was
meeting a better man and his judgment added about $12,000 to his bankroll. Picture
people, however, were almost solidly for Dempsey.

Strong for Tunney

1"^ ERHAPS the strongest Tunney supporters in Hollywood were Fred Thomson, the
former athletic star, and his talented wife, Frances Marion, the world’s highest paid
scenarist. Fred deserted “Jesse James” in the cutting room and Miss Marion abandoned
her M-G-M post to go to Chicago to root for Gene. Mr. Thomson, while a chaplain in
the army, was largely responsible for Tunney taking up professional boxing after seeing
Gene perform in the international games right after the Armistice in France.

BAWLED OUT BY BILL

M ISS Marion wrote the screen version of “The Callahans and the Murphys”
which caused quite a fuss in some spots. Incidentally, it brought her a personal letter
from Will H. Hays in which the latter is said to have accused the writer of wilfully
spreading anti-Celtic propaganda. Miss Marion’s nationality is quite Irish. And any-
how M-G-M signed her up for another year at $3,000 weekly.

Can’t Always Sometimes Tell

w HAT’s one person’s food may be rough-on-rats to another. What will add to the
avoirdupois of one may make another a living skeleton. A director might be a horrible
flop with one concern and knock ’em for a row of projection booths for some other
producer. Take f’rinstance the case of young Billy Wellman. They gated him at M-G-M
for some pictorial atrocity and he makes “Wings” for Famous Players-Lasky. Joe Von
Sternberg was such a flop at M-G-M that they paid him a bonus to go out and stay out,
after making one picture. Then he went to Paramount and did “Underworld,” besides
being assigned to doctor up Von Stroheim’s “Wedding March.” Archie Mayo also left
M-G-M in disgrace and has since become one of Warner Brothers’ ace directors.

SOCIETY NOTE

rr

JL HE story is told of a young woman scenarist who recently entertained at a dinner
party at a New York hotel prior to sailing -for Europe. A number of stage and screen
celebrities were invited for the feed which was slated for 7 :30 and when the hour arrived,
word came that the hostess was busy putting the last finishing touches to a continuity.
There were further bulletins from the suite until 9 o’clock, when the hostess breezed in
to greet the hungry guests, attired in a gorgeous gown — which had just arrived.

HOLLYWOOD. — Sam Taylor, director
of Mary Pick ford’s lastest one, is at
Del Monte where he says he is having a
peach of a vacation. . . . Leo, the lion,
is home aeain after a debut in numerous
Society columns and Pete Smith is figuring
up the profits of the expedition. . . . Hunt
Str ember g came home from the hospital
last week after an operation on his throat.

. . . “The Private Life of Helen of Troy”
is completed and won’t John Erskine be
surprised. But John got $35,000 for seven
words and that’s more than book publishers
pay. Carey Wilson says Erskine doesn’t
know so much about writing books anyhow.

. . . Sam Sax has arrived here after con-
siderable anticipation on the part of Harry
Cohn and others. . . . Vic Schertzinger
has signed with Paramount or has Para-
mount signed with Vic? . . . Arch Reeve
is back at the job two hours a day and
just as he was getting over his two months’
illness he sprained his wrist. . . . Louis
B. Mayer left Friday to make his semi-
annual visit to New York to confer with
company officials. . . . Irvin Willat has
returned from a week in San Francisco
and now he will begin a Universal produc-
tion. . . . A l Cohn is expected* back on
the Coast this week with ideas for 108 mo-
tion picture scenarios. . . . Ralph Ince is
one of the 10 directors who have been
making night scenes and says that Holly-
wood air after 10 o’clock is quite unusual.

. . . Johnny Hines has taken his partner,
Charlie Burr, and a companion by the name
of Jack Warner to New York for a try at
Broadway shows for a change. . . . Bruce
Preston, father and boss of Alberta Vaughn,
called me a minute ago to tell me that he
has invented a new paper bath thingamajig.
I’m writing this on Saturday and I’m going
over to Bruce’s house tonight. . . . When
I get through, if I feel quite all right, I
intend to go to Guadalupe to spend the
balance of the week end with Billy Ander-
son and Edward Sloman on location. . .
Ray Murray has gone to Lake Arrowhead
with Bob De Lacy’s F B O company and
the steno has gone to visit her grandmother
in Bakersfield so why shouldn’t I go. . . .
Will Rogers says First National will be
through making “The Texas Steer” next
week or sometime. . . . Don Eddy is in
big shoes at the Langdon offices and has
congratulated everybody on the lot follow-
ing his promotion. . . . George Marshall
says there’s an authentic report that Uni-
versal plans to make a film called “Uncle
Tom’s Cabin” and that P. D. C. will merge
with Pathe soon.

—HODGES.

Alleged Blackmailer Is
Held by Government
for Misuse of Mails

( Special to the Herald)

HOLLYWOOD, Oct. 4.— U n i t e d
States Commissioner David Head Sun-
day ordered Stanford W. Nelson held
under $2,500 bond on a charge of mis-
using the mails, and specified Nelson as
leader of a group who had blackmailed
six actresses and two actors of Holly-
wood. Names of the actresses and act-
ors, four of whom it was said had settled
with Nelson after he had shadowed them
for evidence, were withheld.

October 8, 1927

EXHIBITORS HERALD

7

Players Say Producer Call
for New Faces Is Gesture

Screen Favorites of 1922 State That Recent Statement That
Studio Heads Seek to Junk Old Faces Is Smoke
Screen to Deceive Performers

(Special to the Herald)

HOLLYWOOD, Oct. 4. — Motion picture stars last week made charges
that producers have issued numerous statements designed to mislead per-
formers who have remained popular for the past five years or more. They
refuted the statement made recently that “the box office demands new
faces.”

“Producers Ballyhoo, Only Gestures”

Bebe Daniels, Estelle Taylor, Thomas Meighan and Norma Talmadge
are among a number offered as proof that the strength of the star of ’22
is the heavenly body the film man “is hitching his buggy to.” The pro-
ducers’ requests for new faces are only gestures, players say. The gesture
is intended to discourage recognized stars from demanding preferred roles
and stories.

School Principal Kills
Rough Riders Tieup

; (Special to the Herald)

DES MOINES, Oct. 4. — Be-
cause he couldn’t justify a picture
that glorified a young girl who
“hung around” an army camp, R. R.
Cook, principal of Roosevelt High
school, here, was unwilling to rec-
ommend “The Rough Riders” to
his pupils and Herbert Grove,
manager of the Des Moines the-
atre, lost a chance for a nice tieup
when he ran the picture. The
school paper bears the same title
as the picture. Cook liked the film
but he felt that in his position, he
could be severely criticised, should
he make a special appeal to his pu-
pils to attend the show.

Hungarian Jailed;
Advertised for
Picture Actors

(Special to the Herald)

ST. LOUIS, Oct. 4. — Emerick Kalnay,
36, a native of Hungary, who is alleged
to have posed as an independent pro-
ducer of motion pictures, was arrested
Saturday in his office in the Interna-
tional Life Building, on a charge of us-
ing the United States mails to defraud.

Kalnay, who gave his address as Hol-
lywood, Cal., was held in the St. Louis
City Jail until he furnishes a bond of
$10,000.

William L. Noah, post office inspector,
stated that Kalnay came to St. Louis a
week ago, set up an office and inserted
advertisements in local newspapers stat-
ing: “Motion picture producer wishes
to interview talented people, all types,
for special production.’’

When the applicants called Kalnay is
alleged to have offered to train them for
$25 each. How many, if any, paid this fee
has not been ascertained.

Rogell Changes Cast
Without Okay of Head
of First National Lot

( Special to the Herald )

LOS ANGELES, Oct. 4.— A 1 b e r t
Rogell has made a change in the cast
of “The Shepherd of the Hills” without
consulting Watterson Rothacker of First
National.

“Pfui,” his so-called trained and tame
polecat, a member of the Rogell zoo,
which included Benny, the deer; Sweet-
heart, the bear; Roger, the stone-marten;
Nuts, the squirrel, and others, was elimi-
nated several days ago, but transporta-
tion for “Pfui” back to his home in Los
Angeles was impossible until Rogell per-
suaded a member of the First National
art department, who was on location
with the company and returning studio-
ward, to take the animal along.

“Pfui,” according to reports, was not
as ‘"trained and tame” as his agent led
Rogell to believe.

Harold Lloyd Selects
“Speedy” as Film Title

( Special to the Herald)

HOLLYWOOD, Oct. 4. — “Speedy” will
be the title of Harold Lloyd’s new picture,
which was chosen from the thousands sub-
mitted.

They base their argument on picture
sales, newspaper reports, fan mail and
exhibitor letters appearing in this paper.

Because the subject which film people
are discussing here has begun to in-
volve the Herald a summary will appear
each month setting forth the names of 10
players whose names are judged among
the most imposing as box office material.
Due to the fact that the “Lobby Photo
Album” has been a monthly gage of
players’ box office strength that depart-
ment will continue to serve as the
method of determining that strength.

New Faces Absent on List

Estelle Taylor last month and this
month received the greatest number of
requests. Ninety-eight exhibitors this
month asked for her autographed photo.
Bebe Daniels, Thomas Meighan and
Norma Talmadge stand high in the
number requested by exhibitors. The
requests for photos of new stars are al-
most negligible.

Requesting photos of Miss Taylor are:

F. D. Johnson, Opera House, Woodland, Me.;
Mr. & Mrs. N. E. McCannell, Opera House,
Princeton, Me.; Chas. Holtz, Princess Theatre,
Danforth, Me.; George B. Churchill, Temple
Theatre, Houlton, Me.; J. J. Hone, Opera House,
Presque Isle, Me.; W. V. Hone, Opera House,
Presque Isle, Me.

C. W. Benjamin, Park Theatre, Fort Fairfield,
Me.; R. A. Flora, Powers Theatre, Caribou, Me.;
J. E. McMennamin, Scenic Theatre, Limestone,
Me.; Harold B. Keegan, Gaiety Theatre, Van
Buren, Me.; Alpha Ringuette, Rialto, Madawaska,
Me. ; Linwood Fife, Rialto, Madawaska, Me. ;
Brooks & Carter, Opera House, Ashland, Me.

B. M. Sylvester, Savoy Theatre, Ft. Kent,

Me.; P. H. Tarbell, New Theatre, Smyrna Mills,
Me.; N. C. Martin, Marti-- \ O-'-fi-ld,

Me.; Mrs. E. E. Chase, Chase Opera Hou e,
Patten, Me.; T. A. Maddocks, Opera House,
Sherman Mills, Me.; John Smith, Dreamland
Theatre, Mattawamkeag, Me. ; Fletcher E. Pow-
ers, Municipal Theatre, E. Millinocket, Me.

C. J. Rush, Opera House, Millinocket, Me.;
H. C. Morgan, Lincoln Theatre, Lincoln, Me.;
J. A. Thompson, K. of P. Hall, W. Enfield, Me.;
J. A. Fincken, Town Hall, Howland, Me.

Mrs Willis Cummings, Town Hall, Passaduim-
keag, Me.; O. B. Fernandez, Strand Theatre,
Old Town, Me.; A. L. Goldsmith, Strand The-
atre, Orono, Me.; J. H. McGraw, Strand Theatre,
E. Corinth, Me.; Dave Smith, New Star Theatre,
Dover-Foxcroft, Me.; L. F. Henderson, Chic
Theatre, Milo, Me.; B. W. Perkins, Grano-e Hall,
Brownville, Me.; G. T. Dillon, Majestic Theatre,
Brownville Jet., Me.

S. F. Jackson, Jackolyn, Guilford, Me.; Perc
Morrin, Shaw Hall, Greenville, Me.; Mrs. J. O.
Buzzell, Guilford Theatre, Guilford, Me. ; William
M. Salisbury, Park Theatre, Dexter, Me.; C. E.
Robinson, Town Hall, Carmel, Me. ; Mclntire &
Hopkins, Royal Theatre, Plymouth, Me.; H. W.
Stitham, Bijou, Pittsfield, Me.

M. Cain, Town Hall, Clinton, Me.; G. X.
Oakes, Star Theatre, Fairfield, Me.; G. E. Sar-
gent, Haines Theatre, Waterville, Me.; H. J.
Mulqueen, Opera House, Waterville, Me.; Ulysses
Ponsant, Bijou, Waterville, Me.; J. A. Adams,
Star Theatre, Unity, Me.

M. B. Winters, I. O. O. F. Hall, Unity. Me.;
C. E. Abbott, Community Theatre, S. Lincoln,
Me.; Phillip Williams, Grange Hall, Freedom,

Mo.; Dr. A. C. Ross, Odd Fellows Hall, Albion,
Me.; J. W. Haynes, Opera House, Richmond,
Me.; Harry Rosenthal, Strand, Lewiston, Me.

R. G. Dam, Priscilla Theatre, Lewiston, Me. ;
E. A. Mason, Town Hall, Sabbatus, Me.; Claire
Miller, Gem Theatre, Winthrop, Me.; Jack Kin-
ney, Music Hall, Lewiston, Me.; F. E. Howe,
Colonial Theatre, Augusta, Me.

C. J. Anderson, Anderson Theatre, N. Belgrade,
Me.; C. F. Richards, Farmington Falls, Me.;
M. E. Smith, Opera House, Skowhegan, Me. ;
Brown Bros. Grange Hall, Harmony, Me. ; C. H.
Webber, Opera House, Hartland, Me.; A. St.
Ledger, Strand, Madison, Me.

A. P. Robinson, Kennebec Hall, Bingham, Me.;
Mr. & Mrs. C. L. Stansbury, Music Hall, N.
New Portland, Me.; E. L. Strickland, Eldridge
Hall, Kingfield, Me. (Whitman & Strickland);
H. T. Ricker, Landers Hall, Stratton, Me.; H. C.
Riddle, Opera House. Rangely, Me. ; L. A. Bump,
Bijou Theatre, Wilton, Me.

George W. Moulton, Dreamland, Livermore
Falls, Me.; John N. Snider, Empire, Lewiston,
Me.; A. L. Tirrell, I. O. O. F. Hall, Canton,
Me.; Malcolm O’Brien, Belfast, Me. (State
Police No. 40); J. A. O'Brien, Strand Theatre,
Rumford, Me.; P. J. Levesque, Acadia Theatre,
Rumford, Me.; Miss Ethel McAllister, McAllister
Theatre, Andover, Me.

H. N. Bragdon, Odeon Hall, Bethel, Me.;
L. B. Durepo, Strand, S. Paris, Me. ; Mr. and
Mrs. A. L. Harriman, Rex Theatre, Norway,
Me.; A. L. Mains, Perkins Hall, Mechanic Falls,
Me.; F. P. Freeman, Bungalow Play House,
Harrison, Me.; L. A. Crosby, Grange Hall,
Harrison, Me.

Mrs Sylvia Gaffner, K. of P. Hall, Fryburg,
Me.; E. G. Giles, Motor Hall, E. Brownfield,
Me.; E. L. Rankin, I. O. O. F. Hall, Denmark,
Me.; John W. Berett, I. O. O. F. Hall, Denmark,
Me.

H. G. Witham, Granville Hall, Sebago Lake,
Me.; L. M. Bragdon, Maine Theatre, Portland,
Me.; Fred M. Eugley, Star Westbrook, Me.;
Mrs. Martha Hoffman, Capitol Theatre, Old
Orchardj Me.

Roussin & Morin, Rialto, Sanford, Me. ; R. H.
Hurd, Commercial Theatre, No. Berwick, Me.;
L. G. Vashon, Palace Theatre, So. Berwick, Me.;
S. Soroker, York Beach Theatre, York Beach,
Me.

Wilbur F. Goodwin, Lyric Theatre, Kennebunk-
port. Me.; C. F. Millett, Central Theatre, Bidde-
ford, Me.; James P. Rundle, City Theatre,
Biddeford, Me.

Chas. W. Usen, Palace Theatre, Old Orchard,
Me.; Edward J. Bolen, Mutual Theatre, Saco,
Me.

Others of this month’s 170 requests are
as follows:

RENEE ADOREE— James L. Sears, Liberty
Theatre, Humansville, Mo.

RENEE ADOREE — F. B. McKeown, Jones-
port Opera Housce, Jonesport, Me

VILMA BANKY— John D. Orange, Swan The-
atre, Walnut Ridge, Ark.

VILMA BANKY— F. B. McKeown, Jones-
port Opera House, Jonesport, Me.

RICHARD BARTHELMESS— F. L. Humble,
Las Plumas Theatre, Las Plumas, Cal.

MADGE BELLAMY — Rialto Theatre, Siloom
Springs, Ark.

OLIVE BORDEN— R. Kuhn, Kuhn Theatre,
Lebanon, Ore.

OLIVE BORDEN — Alburn Drace, Keytes-
ville. Mo.

P. G. Held, Strand Theatre, Griswold, Iowa.

BETTY BRONSON— Irwin W. Speckels,
Cozy Theatre, Schulenburg, Tex.

Louise Brooks — R. Kuhn, Kuhn Theatre,
Lebanon, Oregon.

LON CHANEY— Irwin W. Speckels, Cozy
Theatre, Schulenburg, Tex.

LON CHANEY— R. Kuhn, Kuhn Theatre,
Lebanon, Ore.

(Continued on page 22)

8

STUDIO SECTION OF

October 8, 1927

THE STUDIO PREVIEW

Fred Thomson has stepped from
the realm of five reel Westerns into

Thomsons First the Special Gr eight reel feature class

Initial Showing in “ls first Paramount production,
“Jesse James.” He has taken Silver
King with him and the beautiful,
intelligent white horse shares honors as usual with
the star. The story is a recital of the life and tragic
death of one of America’s most famous bandits and as
played by Thomson excites and holds your sympa-
thetic interest throughout.

The early scenes depict Jesse James’ part in the
Civil war, where he twice risks his life to keep his
flag floating. His escape when almost captured as a
spy, forms one of the dramatic scenes in the early
reels. After his return to his home in Missouri at
the close of the war, he is looked upon as a traitor by
the townsmen and hounded by a “citizens’ committee”
until he is forced to leave. Then follows many thrill-
ing, tense scenes where Jesse and his band of mau-
rauders enter banks, rob stage coaches and hold up the
first railway train.

The neatest piece of work in the whole picture is
where Jesse, single handed, captures the stage coach
and locks up the two guards and the driver in a large
box. The scene of the 40 men climbing into the
windows of the moving train was another neat piece
of direction, as was Jesse’s escape from the court
house when the jury had pronounced him guilty.

The lighting and composition of the scenes are very
effective and there are many unusual long shots. Nora
Lane, who plays the feminine lead opposite Thomson,
played with too much restraint, while Montague Love
was inclined to overact at times. “Jesse James” is a
good introduction for Thomson into the super-feature
class. It is good entertainment. — R. M.

Sam Taylor’s hand is clearly seen
in “My Best Girl,” which he directed

Pickford Turns for Mary Pickford and which was

In1 “Best Girl” previewed last week at Fullerton,

Cal., 30 miles from Los Angeles. It’s
the same Taylor hand in many of
the laughable gags that you recall in many of the
Harold Lloyd successes.

The story is by Kathleen Norris. Quite “Norris”
without those gags ; but it is filled with entertainment
and outdoes anything of the Pickford brand since
years ago when Charlie Chaplin began making “The Gold
Rush.”

Mary falls into old habits many times throughout
the film, tiptoes up the stairway of a strange man’s
house and jumps beneath a dining table when the strange
man comes home. That’s expected of Pickford, most
likely, and, if so, well enough. She gives, then, a Pick-
ford show plus a Sam Taylor show and minus a lot of
“Sparrows.”

Charles Rosher is credited for the photography,
which is worthy of mention. The film also gives
credit to many other aids. I am uncertain of the
credit due some of them for their share in the enter-
tainment of the film. For instance, note was made
that “Mr. Whoozis” is responsible for the “electrical
effects.” Hollywood people may make accurate
guesses as to his doings in the picture but how many
people in Phil Rand’s theatre in Salmon, Idaho, will
have the least idea as to his business? That kind of

literature prefacing a picture is not only unnecessary
but unkind to such people as Mr. Taylor and Mr.
Rosher, whose names are worthy of the utmost pres-
tige on the title plates. They are the two men most
responsible for the executive manufacture of a film
production. It is usually their grief when for any
reason a picture fails.

In the case of “My Best Girl” the star takes an ex-
ecutive hand in making the picture and deserves great
credit for it, but in other cases it is usually the di-
rector and the cameraman who make or junk a
picture.

The comedy assistant, art director, assistant director
and “electrical effects” are surely a part of the di-
rector’s staff. If they fail it is his misfortune, if they
triumph it is his triumph. — D. H.

Johnny Hines comes through
with another of his inimitable come-
Horn e e ’ ^ dies ca^e<^ “Home Made,” which, in
Offers Good Film the estimation of this writer tops
his previous efforts, with the pos-
sible exception of “Conductor 1492.”

In this one Johnny is a small town boy who helps
his mother make remarkably delectable jam. But
sales are limited as everybody in a country makes
jam. Hence he has a yen to go to the big city and
make a name and a fortune for himself. How he does
it forms the balance of a unique comedy, which is as
full of gags as a watermelon is of seeds. The ingenuity
with which he works his way to New York aboard a
Pullman without paying his fare is one of the amusing
bits of the early reels. He disguises himself as a
porter, by tying a ladies stocking over his head,
cutting eyes and mouth in the hose, and also meets
the girl who spurs him on to bigger and better things.

In the city he becomes a waiter, to promote his
mother’s jam, and while at a banquet given in honor
of a trans-Atlantic flyer, he throws his voice into the
megaphone and tells the world about the merits of
U-Lika-Jam.

To save his girl from an unwelcome marriage
Johnny raises $10,000 by selling an interest in his jam
to a wealthy manufacturer and of course marries the
girl himself.

The action is swift throughout and the laughs are
frequent and spontaneous. The titles are excellent,
the work of Paul Perez. Marjorie Daw, as the little
aristocrat, with whom Johnny falls in love, gives a
splendid performance opposite the comedian. A thor-
oughly enjoyable picture. — R. M.

Norbert Lusk’s words following
his viewing of “One Woman to An-
Been^the StoT other” were brief but made one
wS Misplaced? point regarding the Paramount pic-
ture so clear that we believe exhibi-
tors will obtain a fair comprehen-
sion of its type.

Lusk wrote from New York that the picture “has
brought forth the conjecture that the script was lost
during is production which was echoed in varying de-
grees by all the reviewers as a means of saying that the
story scarcely justifies the money and talent spent on
the picture.”

The acting is praised and sympathy is expressed for
the actors in having so little justification for their ef-
forts.— D. H.

October 8, 1927

EXHIBITORS HERALD

9

Eastern Capital Obtained
for Cohn Merger, Says Sax

Deal Abandoned One Year Ago Resumed Says Gotham Head
on Arrival on Coast to Confer with Columbia
President; Big Stars Being Signed

(Special to the Herald)

LOS ANGELES, Oct. 4. — Sam Sax, president of Gotham productions,
arrived here last week and today announced that his first job in California will
be to settle terms with Harry Cohn whereby Gotham and Columbia will make
and sell pictures under one banner.

Eastern Capital to Finance Theatre Buying
The merged companies will have the backing of Eastern capital, he said, and
will be able to buy houses in territory so far closed to them.

Jesse Goldburg, Gertrude Short and
Scott Pembroke, producer, star and
director, respectively, as they com-
pleted work on “Polly of the Movies,"
for First Division Pictures.

Fox Finishes Half
of Feature Films
for 1927-28 Season

(Special to the Herald)

NEW YORK, Oct. 4. — Within a
month after the start of the 1927-28 sea-
son, Fox Films is in the position of hav-
ing completed one-half of the 52 feature
productions scheduled for the year, ac-
cording to an announcement by the com-
pany. Work is progressing on six addi-
tional features, and production has been
completed on three or four special films
not yet assigned for release.

Those completed are: “Paid to Love,” “Chain
Lightning,” “Singed,” “Tumbling River,” “What
Price Glory,” “2 Girls Wanted,” “Loves of Car-
men,” “The Joy Girl,” “The Gay Retreat,”
“Blackjack,” “Publicity Madness,” “Silver Val-
ley,” "East Side, West Side,” “High School
Hero,” "Pajamas,” “Very Confidential,” “Robin-
son and Crusoe,” “The Arizona Wildcat,”
“Branded Sombrero,” “Blood Will Tell,” “Jungle
Rose,” “My Wife’s Honor,” “Cameo Kirby,”
“Honor First,” “St. Elmo” and “Truxton King.”

Besides the features, seven comedies
and eight Fox Varieties have been com-
pleted.

The deal is looked at more seriously
and more hopefully by Sax than the
merger that was reported two years ago,
because at that time banks refused to
loan the sums on assets then available.
But Gotham’s output has been increased
several fold since then and with such
productions as Columbia’s “The Blood
Ship” being made financial aid has been
readily obtained.

Sax believes the present time is highly
promising to soundly organized inde-
pendent companies. He said “indepen-
dents of five or 10 years ago are the
big companies of today. This is the
completion of an historical cycle. In
this business a trust is impossible be-
cause there will always be theatres un-
able to pay ‘trust prices’ who will buy
the independent product. A few months
from now the theatre field will demand
relief from boosted film rentals.”

Sax said he hopes other independents
will join him in his endeavor.

Small Studios
Sign Big Stars

( Special to the Herald)

LOS ANGELES, Oct. 4. — Columbia,
Chadwick, First Division, Gotham, Tif-
fany and other independent studios have
recently signed numerous stars for cur-
rent productions. Included in the num-
ber are Gertrude Olmstead, Gotham;
Claire Windsor, Belle Bennett, Margaret
Livingston, Jason Robards, Bert Lytell,
Tififany; Jack Holt, Jacqueline Logan,
Percy Marmont and Lois Wilson,
Columbia.

Goldburg Tells
of British Deal

(Special to the Herald)

NEW YORK, Oct. 4. — Jesse J. Gold-
burg announced before sailing for Eng-
land last week that First Division Pic-
tures has settled on all terms of a deal

involving more than $2,000,000 for the
production and distribution of pictures
here and abroad over a period of five
years. He will return to America in
two months.

Six F B O Companies Go
on Location in One Week

( Special to the Herald )

HOLLYWOOD, Oct. 4.— All records for
location trips from the F B O studios in
Hollywood were broken this week when
six companies were scattered throughout
the state.

Ralph Ince took Lois Wilson to Venice,
to get scenes for “Coney Island”; Bob
Steele went to Kernville with a score of
Indians and cowboys to make the “Rene-
gade”; Jerome Storm traveled up the Big
Cahunga river for “The Swift Shadow” ;
Tom Tyler loaded his gang in busses and
dashed off to Warner’s Hot Springs, for
“The Texas Tornado,” and Robert DeLacy
is in the high Sierras making “Red Rid-
ers of Canada.” Leo Meehan is the only
F B O director who is staying home, and
he plans to go away after some of the in-
terior scenes are made for “Freckles.”

Mae Murray Appears
in Person in Theatre

(Special to the Herald)

HOLLYWOOD, Oct. 4.— Starting
Oct. 13 Mae Murray will appear in per-
son at the Metropolitan theatre for one
week. Upon Miss Murray’s return from
Europe recently she was offered a con-
tract to appear in a New York show,
it is said, but she refused this and other
offers owing to other contracts which
she held. When she reached home, how-
ever, she was approached by West Coast
officials regarding a week of personal
appearances and accepted.

Three of the several characterizations portrayed by Gertrude Short in “ Polly of the Movies ” are (left to right) “Salome,”
“Polly” and “Camille.” It is a First Division picture.

10

STUDIO SECTION OF

October 8, 1927

Rambling ’Round in Hollywood

COULD the one and only Adam, who played opposite Eve in life’s
greatest drama, ever break into pictures if he came back to-day?
This question is suggested by what happened to Orville Caldwell.
Everybody knows that Orville is quite an actor on the speaking stage.
He played a big role in “The Miracle.” But how many know that he has
an Adam’s Apple?

Caldwell never had considered this highly important point until he
was asked to make a screen test for a big picture. Everything went along
nicely during the test. He smiled, emoted and did his stuff magnificently.
Several days later the director called on him.

“CTORRY, old man,” he said, “but the

^ test did not prove effective. You
see, your Adam’s Apple stood out a little
too prominently.” “But it is necessary for
everybody to have an Adam’s Apple,” said
Caldwell. “In fact, if I didn’t have a good
one I would not be effective on the speak-
ing stage. Undoubtedly you must know
that the larynx is the organ of speech, and
is the section of the air passage situated
between the hyoid bone above and the wind
pipe below and lying well to the front of
the neck. It is a box shaped framework
which meets in an angle in front, causing
a protuberance known as Adam’s Apple.
You have one, I have one, Adam had one.
Why worry?” Caldwell has made two pic-
tures for F B O, and is now engaged in
the making of another. He says motion
picture work is “the apple of his eye.”

“ The Sam W/ho Laughed”

When D. W. Griffith calls, Duty halts.
Mary Philbin was scheduled to give a
breakfast to 50 newspaper correspondents
at the Universal Studios recently. She was
to christen a scene in her latest picture,
“The Man Who Laughs.” The corre-
spondents gathered. All was laughter and
merriment. Sam Jacobson laughed louder
than anyone else, for he visualized a big
publicity break. The time for Miss Phil-
bin’s appearance sped by, and she wasn’t
there.

Sam became the man who didn’t laugh.
He realized how theatrical publicity men
feel when stars scheduled to make a per-
sonal appearance are detained while an
eager audience applauds in vain. Then
came a telegram from Miss Philbin. It
stated that D. W. Griffith wanted her at
United Artists, that she had to go, and
that everybody would understand. Every-
body did. Mary is one of the sweetest of
screen stars, and all hands expressed the
hope that Mr. Griffith would appreciate
her true worth — everybody but Sam Jacob-
son. We can’t tell what he thought.

The Ayes Have It

What is a monocle — and why? History
tells us that one of the Georges of Eng-
land, being defective of vision in one eye,
wore a single eye glass, whereupon his
courtiers, having good eyes, copied the
King and began wearing monocles.

The other evening a budding young pic-
ture star — he is just past twenty — stood in
front of a big first-run house wearing a
monocle.

“What’s that over there?” the house
manager asked the chief projectionist, at
the same time pointing to the young star.

“That?” growled the C. P. “Oh, that’s
a new projection machine ordered two
weeks ago and it’s just shown up.”

Torrents of Lawrence Rebuke

Florence Lawrence, drama editor of the
Los Angeles Examiner, gave her annual
party a few days ago to the Hi-Hatters,
the theatrical publicity men of this city.

The affair took place at her Summer home
at Laguna Beach. The publicity men
turned out with high hats, which Florence
took away from them, ordering her maid
to throw them into the ocean. “I want
you to understand that you are just ordi-
nary people,” she said. “And I want better
press copy and less of it. Also I want it
early.” Bob Doman said he usually sent
the Loew’ s State stuff in two weeks ahead
of publication time. Ham Beall protested
that his copy beat the barrier by three
weeks. “Well, that’s too early,” said
Florence Lawrence. “What do you expect
me to do — keep a publicity ‘morgue’?”
Then she proceeded to give the Hi-Hatters
the “low down” on publicity stories. "Can’t
you ever write real, honest-to-goodness
stories?” she asked.

Roy Miller said he often sat up till
4 A. M. toiling and boiling to please the
drama editors. “How many sat up with
you on these occasions — and what has been
the limit?” asked Mrs. Lawrence.

Young Mrs. Schildkraut was a guest of
honor at the party. She is bewitching in
every way, and when she plunged into the
surf and began swimming far out to sea
Sam Cohen bravely followed, as a chaperon
against sharks. By the time Mrs. Schild-
kraut reached shore Sam was wallowing
in the swell two hundred yards out
toward Hawaii. Being an excellent ath-
lete, Sam floated and let the wild waves
wash him in. As a bathing suit Ham Beall
wore Jack Dempsey’s ring costume,
brought back from Chicago by Arthur
Wenzel. It was all right, except that the
belt wouldn’t buckle. — J. M. Loughborough.

Helene Costello Weds

(Special to the Herald)

HOLLYWOOD, Oct. 4. — Helene Cos-
tello, screen actress, and John Y. Reagan,
son of an army officer, were wed at the
Beverly Hills Catholic church last
Thursday.

Senator Shipstead
Photos a Live One

(Special to the Herald)

MINNEAPOLIS, Oct. 4.— Sen-
ator Henrick Shipstead of Minne-
sota knows a little now about how
it feels to shoot such pictures as
"Chang.” While alone, and when
taking some moving picture for
the Farmer-Labor members of the
Senate, during a vacation trip to
the Canadian Rockies, he was cor-
nered for 20 minutes in a lonely
gulley 20 miles west of Banff, Al-
berta, by an enormous grizzly and
her cubs.

It is needless to say that the
Senator did not attempt to do any
filibustering, while he was caught,
but he did get some good pictures.

— ■

Smiling Through

~m,mmBy Rufus McCosh — — —

I AST month Tom Handy brings in a
girl who he says is a big European
star which he is gonna direct. This
bird Handy shoots a picture now and
then, whenever he can get someone to
put up five or ten grand for him. He
could give all these big producers ideas
on this “economy” they’re talking so
much about. First place he don’t need
no story or no scenario. He just as-
sembles his pictures. Uses gags he sees
in. other pictures, interspersin’ the gags
with stock shots at five dollars per and
when he’s got enough of that he gets the
“boy” and “girl” together in the clinch
and calls it a “feature.” If he takes over
seven days to shoot its a “epic.” Some-
times he sells a picture and then the
feller who backed him gets his money
back, which he is sure tickled to do after
he sees the picture.

“Meet Madamasell Laiglon, late of
Paris, France, Benny,” says Tom. “Mr.
Benjamin Price, our leading publicity ex-
pert, Madamasell.”

“Put her there, kid,” says the Madam-
asell. “Monsieur Handy says you can
get me over big with the newspapers.”

“Madamasell has picked up a lot of
our local expressions of speech,” says
Tom.

“As a matter of facts,” says Madam-
asell, “I has done so well that I has
almost forgot my native French.”

“Well, baby,” I says, “you don’t need
to use any of it on me. And I don’t
want no francs, neither. Good old
U. S. A. greenback is the language that
appeals to me.”

“Wait a minute, Benny,” says Tom.
“My principal, a gent from Tulsa, Okla-
homa, is putting up the money for her
publicity campaign. You will receive
your money promptly — ”

“And in advance,” I says.

“O. K.,” says Tom, “less 20 per cent
— to me.”

“For Gawd’s sake!” says the Madam-
asell.

“Lissen, darling,” says Tom, “I fixed
it for you, didn’t I? Then, shut up!”

“All right, all right,” I says, “let’s get
down to business. Has you worked in
any pictures recently?”

“I done a very important part in ‘More
Sacred Than Honor,’” she says, “it’s
runnin’ at the Iris now. We was goin’
there to see it, so’s Mr. Handy can see
my technique. Maybe you’ll come along.”

“I ain’t got nothin’ else on hand at
the moment,” I says.

The Iris is only a few doors from my
office so we walks up there. We gets
in just in time for the news reel. Then
a comedy which was terrible, and then
comes “More Sacred Than Honor.”

“They done me dirt on this,” says
Madamasell Laiglon, “my name ain’t
on the cast sheet. The star was jealous
of me.”

We sits through five reels and ain’t
seen her yet.

“They cut out a grand piece I done in
the third reel,” she says. “The darn
cutter mislaid it, he said. Influence was
brought to bear, I heard.”

“Let’s move,” I says, “there’s a draft
on the back of my neck, and drafts is
poison 1o me.”

“Sit still,” she says, very fierce. “Right
here is where I come in.”

I sneezed. “Which is you?” I asked.

“You missed it,” she says. “Let’s go.”

“You was great, sweetheart,” says
( Continued on page 26)

October 8, 1927 EXHIBITORS HERALD 11

Latest

Direct

Production

Y|\ THE HERALD ’Sj7j7

to

News

\icPtorial (~~c§e<flion

Exhibitors

TT7 ILL ROGERS , star of First National’s “The Texas
' ' Steer,” says “the boys that’s making literature are
the boys writing these reports in 'What the Picture
Did for Me’.’’ Will’s back from Washington.

ARLES FRANCIS REISNER, director, completes Buster
'-r Keaton’s latest vehicle, “Steamboat Bill.” It is a United Artists
film and is one of the most pretentious productions he has ever
directed. Assisting his renowned father is Dinky Dean Reisner.

rHE Wilson-Ince team completes “Coney Island” for
F B 0. Lois is the star of Ralph luce’s latest New
York drama. Before the snow flies she zvill (we pre-
dict) be under contract to William Le Baron for an ex-
tended period as an FBO starring player.

rHE distinctive photography and direction of mob scenes in
“Moon of Israel,” which FBO is releasing, may be traced to
the artistic hand of its director Michael Curtiz. Above appears
a mob standing before the massive gate of the City of Babylon.
(The picture is of foreign make.)

12

STUDIO SECTION OF

October 8, 1927

WHEN this issue goes to press Jack Ford will be completing work on ‘‘Grandma
Bernle Learns Her Letters” for Fox Films. Above is the delicatessen set which
is involved somewhat in the story. At right is James Hall. Ford has set great hope
on the zvork of Margaret Mann, who bears the bulk of the stage business and, is said
to have achieved a triumph. This big release of Fox Film Corporation has a German-
American background. The picture undoubtedly zvill be Ford’s greatest.

A

L MARTIN , being interviewed
in his bungalow atop the Hol-

lywood Plaza hotel (see above),
says writers must have idiosyncra-
cies. He is a titler for Stern
Brothers, Universal films.

LEXANDER KORDA, director, zvill complete cutting
next week on “The Private Life of Helen of Troy,”
$750,000 picture made by First National. Howard Green,
“Hollyzvood’s busiest gagman,” is at right. He lately busied
himself zvith the gags for Korda’s film. (Tillie, script girl,
center.)

VIRGINIA VALLI zzdll be seen again in the big Fox fea-
ture film “Ladies Must Dress,” which Victor Heerman
has just completed. Miss Valli is leazring for Nezv York,
where she will retnain until November, when she zvill return
to the Fox lot. Featured zvith Miss Valli in this attraction is
Lazvrence Gray.

r* HARLEY CLARKE, diligen
earnest and up and comin
cameraman on Jack Ford’s late:
Fox film, “Grandma Bernle Learn
Her Letters.”

JIMMIE DUGAN is promoted to the director’s chair by FBO. His first subject
is, “When the Law Rides,” which stars the one and only Tom Tyler. Jimmie’s
record began when he szvept stages on one of the Hollyzvood lots. Left to right: Bill
Cody, Nick Musuraca, cameraman, Tyler, Dugan and Mrs. Robert De Lacy, zvife of
the FBO director and Dugan’s staff assistant.

October 8, 1927

EXHIBITORS HERALD

13

rHOSE who harp that “making comedies is serious business ”
haven’t consulted Big Boy. Charles Lamont permits the child
to appear before the camera as if he were playing a game ; he for-
bids him to “act.” Right, Alice Sabiston, mother of Big Boy.
Lamont’ s latest Educational release is "Shamrock Alley.”

JACK MULHALL is among the literatti of Holly-
wood’s film players and chooses his dailies and trade
journals carefully. His latest work is “Man Crazy”
and his next will be “Ladies Night — in a Turkish Bath.”
Both are First National pictures for an early release.

“Sailor Izzy Murphy,” which is a sequel to "Private
Izzy Murphy.” George Jessel appeared in the star role
of both pieces. Fort is a popular short story writer.

A FTER the battle had ended and the smoke had cleared azvay Al
Rogell found all members of his company present — and singing.
Al writes he merely upheld the traditions of First National in his
Utah controversy. Rogell is between Molly O’Day and Ena Gregory.
He is now making "Shepherd of the Hills.”

14

STUDIO SECTION OF

October 8, 1927

eUCK JONES is making “The
Branded Sombrero” for Fox Film
Corporation at Westwood. And we
may as well tell you the story has
something to do with a hat.

rH E director! The thinker! The w.k.

Eddie Cline! First National has com-
missioned him to create a comedy on
film that is all about “Ladies Night (in
a Turkish Bath).”

TASON ROB ARDS was fortunate
*J enough to cop “the Merton part”

of “Polly of the Movies” that First
Division made. Rushes indicate that
the production is worth watching.

JULES WHITE studies the mechanism of the speed device
introduced on the Educational lot. Dwight Warren, chief
cinematographer of Educational at right. The attachment
regulates the aperture of the lens to suit light changes.

R 1 LIUR STONE braved perils of the air on the varnished
surfaces of an airplane in “Hard Boiled Haggerty,” First
National picture. It was impossible to use a double on the
stunt. He is now working in “The Valiev of the Giants."

October 8, 1927

EXHIBITORS HERALD

15

T^XOROTHY YOST, a writer for
F B O, weds. Miss Yost’s latest
adaptation for the screen is “Wall-
flowers,” which was written origin-
ally by Temple Bailey.

nAPTAIN J. CALDWELL, gate-
A/ man at Educational for five
years, boasts that he is the oldest
“young fellow” in Hollywood. He
is 8s and always on the job.

ARK SANDRICH , Educational
director, has been between pic-
tures this month but will begin work
at once on another Lupino Lane
comedy.

RITERS and directors pass such
cans as this on their way to
work at Hollywood studios. Phil
Bartlioloniae, First National zvriter,
says “one can saves another.”

OLLYWOOD drazvs talent from
throughout the zvorld. Steve
Roberts, Educational director, came
to films after a brilliant war record
in air service. (Al St. John, left.)

16

STUDIO SECTION OF

October 8, 1927

Below is the copy exhibitors are
placing in home town papers

fl Special Assignments Will
Be Covered for Exhibitors

{J A Double News Service In-

forming the Showman Upon

Upon Request to Editor

Publication Rights Granted Exhibitors

Studio Events and Enabling

“The Studio,” Exhibitors

Him to Inform His Reader

Herald, Los Angeles.

Patrons in Turn.

Hollywood, Oct. 4.— f. w. Mumau,
noted German director, who made
“Sunrise" for William Fox, is returning to
Hollywood, October 15. Murnau is to di-
rect “The Four Devils” from the novel by
Herman Bang. No cast has been selected
as yet. Murnau will remain in the United
States for a period of five years under con-
tract to Fox studios.

* * *

Ewart Adamson, well known author and
scenarist, has joined the scenario staff of
Mack Sennett. Adamson just finished an
original story for Paramount, “The Big
Game Hunt,” which will be a Wallace
Beery-Raymond Hatton vehicle.

5}i sfc

The Writers Club of Hollywood is of-
fering prizes of $200 and $100 to members
of the club submitting the best one-act plays
each month for reproduction on its month-
ly programs. Frank Reicher, Gladys Un-
ger and Lou Wi swell are the judges.

* * *

Douglas Fairbanks wins the long dis-
tance, non-stop title record with his new
picture, which he is going to call “Douglas
Fairbanks as the Gaucho in Over the
Andes.” How many marquee boys will
put that up? “Over the Andes” will have
to suffice.

* * *

We are to have a sequel to “What Price
Glory?” according to Fox advices. Laur-
ence Stallings and Maxwell Anderson have
written “The Cock-eyed World,” which is
a professional soldier’s slant on civilian life.
The original cast of “Glory” — Victor Mc-
Laglen, Edmund Lowe,, Dolores Del Rio,
Phyllis Haver and others will appear in
the sequel. Production starts December 1.
* * *

Rogell Had Zoo
to Chaperone

Al Rogell, who has been directing “The
Shepherd of the Hills” at Cedar City, Utah,
which is “12,000 feet up,” had a regular zoo
to handle as well as his cast. He had
“Benny” a deer ; “Sweetheart,” an alleged
trained, tame bear; “Roger,” a stone-mar-
ten, one of two in the country; “Nute,” a
trained squirrel; “Felix,” a racoon; 7,000
head of sheep; and “Pfui,” a trained pole-
cat.

* * *

Hollywood1 s Full of
Chances Like Boylan’s

Anybody want a half day’s outing on the
broad Pacific? Malcolm Stuart Boylan,
Fox production editor, is offering this as
a prize to anyone who can guess why or
what is “Aarom Latta” and why the name
is appropriate to Mike’s new cabin cruiser

which he recently purchased. Get busy
and answer the title-author.

* * *

Weight Completes
Universal’s “ Symphony ”

Harmon Weight, Universal director, has
completed “The Symphony,” starring Jean
Hersholt. Many locations were used in a
day for filming the picture and Hersholt
says he has never done so much traveling.
In the morning Weight used the back
ranch of the studio, the afternoon being
divided between one of the stages and a
downtown city park.

* * *

Frank Urson has started filming “Chi-
cago,” adapted by Lenore J. Coffee from the
stage play. This will be a De Mille-Pathe
special for the winter season.

* * *

The first theatre to have a mother’s room
in Los Angeles, is to be opened this week,
and hereafter mothers with babies can see
a picture in comfort. The Tower theatre,
just finished, has a large room back of the
mezzanine floor, with soundproof walls,
with comfortable seats where mothers with
babies may view the performance through
plate glass windows without fear of dis-
turbing the patrons.

% 'K

John McCormick, producer of Colleen

Bill Ellenbeck, brake doctor of film
stars’ cars, with brake job he did on a
foreign car.

Moore’s First National pictures, has signed
Benjamin Glazer, famous screen writer, to
assist in the preparation of future Colleen
Moore starring material.

* * *

Goldberg Gets Realism
in M areal Theatre

Jesse J. Goldberg borrowed the Marcal
theatre the other day to shoot scenes of a
real theatre for his picture “Polly of the
Movies,” and hired an audience to fill the
place. Scott Pembroke directed and Jason
Robards and Gertrude Short played the
leading roles. Miss Short is “Polly,” who
tries to break into pictures a la “Merton
of the Movies.”

* * *

Stone Stumbles Through
Convalescing Thoroughfares

Arthur Stone, First National comedian,
has devised a new game. It is more like
cross-word puzzles than “Ask me another”
and has the outdoor appeal of mountain
climbing. The game is to get from his
Crescent Heights home to Vine street,
Hollywood, with the least number of de-
tours to avoid torn up streets. There are
as many variations to the game as there
are streets in Hollywood and the “par”
changes every day. So far Stone’s lowest
score is five.

* * *

Little Mervyn LeRoy
Draws Big Assignment

Mervyn LeRoy, who just finished “No
Place to Go” for First National, is to di-
rect another for that company. His new
picture will have George Sidney and
Charlie Murray, the famous comedy team,
as stars. No title has been selected as yet.

* * Jjc

Jack Mulhall Sports
Hollywood’s Biggest Car

“Thanks for the Truck Ride,” says
Dorothy Mackaill every evening to Jack
Mulhall, at First National. Dorothy has
spent much of her time for several weeks
joy-riding with Jack in the biggest auto-
moble in Hollywood. The trips were made
for scenes in “Man Crazy.”

* * *

Victor Schertzinger has signed with
Paramount to direct George Bancroft’s
initial starring vehicle. The title of the
story has not been announced.

* * *

Margaret Livingston in
East for Film’s 1st Night

Margaret Livingston attended the pre-

October 8, 1927

EXHIBITORS HERALD

17

mier of “Sunrise” in New York City, Sep-
tember 23. She will return to the Coast
upon completion of a business deal in
Chicago.

* * *

“Three Rainy Nights” is the title of
Laura La Plante’s next Universal picture,
according to Joseph Franklin Poland, fea-
ture comedy supervisor. Poland has signed
Paul Schofield to prepare the continuity
and Wesley Ruggles will direct.

* * *

Edward Small, who is making “The
Gorilla” for First National, is looking for
a real gorilla to play that role. Several
circus gorillas have been suggested but none
of them know the technique of the cinema
well enough to portray the role it seems.
The picture is scheduled for early fall re-
lease and must be completed within a week,
but the company is still without a gorilla.

* * *

Alberta Vaughn Signs
with Metro-Goldwyn-Mayer

Alberta Vaughn, well known comedienne
of the screen, has been signed by Metro-
Goldwyn-Mayer studios to play the role of
“Nannette,” the principal feminine comedy
relief in Ramon Novarro’s new starring
vehicle. The story is by A. P. Younger,
and is as yet untitled.

* * *

Monty Banks, who has been producing
feature length comedies for Pathe, has
entered the independent field. His last pic-
ture for Pathe was “Flying Luck.”

* * *

June Collyer, recently signed by Fox
studios to play leads, is appearing in
“Grandma Bernle Learns Her Letters”
under John Ford’s direction. James Hall
appears opposite her.

* * *

Arthur Q. Hagerman has been engaged
by Fred McConnell to title a McConnell-
Pathe production, tentatively called “The
Silent Shadow.”

* * ❖

Curtiz ’ Cameras Under
McGill’s Direction

Barney McGill, Warner Brothers cam-
eraman, is shooting “Good Time Charlie,”
which Michael Curtiz is directing.

* * *

“Wildcat Law” is Tom Mix’s latest for
Fox, while Dan Clark is shooting.

* * *

Musuraca Is Camera
Ace on De Lacy Film

Nick Musuraca is cinematographer on
F B O big special “The Red Riders of

Canada,” which Robert DeLacy is directing
with Patsy Ruth Miller starred.

* * *

Lamont Completes
“ Shamrock Alley”

Charles Lamont has just completed
“Shamrock Alley,” which is Big Boy’s sec-
ond Educational comedy of the new season.

* * *

Roberts, Ace Flyer,

Directs Air Comedy

Steve Roberts and his camerman, Dwight
Warren, have been chasing autos that fly
for the past two weeks, making a new
comedy for Educational. Steve is a for-
mer ace with a great war record and Edu-
cational officials said they needed no tech-
nical advisers for this picture. More could
be said about it and more will be said about
it later in this publication.

* * *

Karl Strauss, A. S. C., is shooting D. W.
Griffith’s initial United Artists picture, a
romance of old Spain, with Mary Philbin
starred.

3jc 5*C :Jc

Taurog and Smith
Complete Comedy

Norman Taurog, director, and Len
Smith, his efficient cameraman, have just
finished another Lloyd Hamilton comedy
for fall release on Educational program.

* * *

Charles Clarke, camerman on “Grandma
Bernle Learns Her Letters,” feels that
John Ford has a great picture in his new
Fox production. Many unusual shots were
employed for the telling of this story.

* * *

Gilbert Warrenton has been engaged as
cameraman for “The Man Who Laughs”
which Paul Leni is directing for Universal.

* * *

“Wallflowers,” a story adapted by Doro-
thy Yost for F B O, will be Leo Meehan’s
next production. This will be released be-
before “Freckles,” which Meehan is direct-
ing at present.

* * *

Universal is using so many cabaret en-
tertainers and musicians that Hollywood

has almost run out of talent. Four gay
clubs have been running full blast at the
studio, for picture purposes. Four cabarets
are being used in filming “Thanks for the
Buggy Ride,” “The Symphony,” “The
Cohans and Kellys in Paris,” and “Use
Your Feet.”

* * *

Will Rogers, who has just finished the
stellar role in “A Texas Steer” for Sam

Rork and First National, says when Col.
Lindbergh finishes his tour of the country,
he (Rogers) will still be 23 chickens ahead
of him from his last tour. It was “too
many darned banquet chickens” that put
Rogers in the hospital, he explains.

* * *

Clarence Brown, directing “The Trail of
’98” for M-G-M, is making a few added
scenes for his epic of the North. As soon
as these are finished the work of assem-
bling the big spectacle will commence.

* * *

Buck in Melodrama

“The Branded Sombrero” is Buck Jones’
latest for Fox, a thrilling actionful melo-
drama directed by Lambert Hillyer.

* * *

Garrett Fort Versatile

Garrett Fort, well known Hollywood
scenarist and playwright, is collaborating
with Frederick and Fanny Hatton on a
stage play, besides dashing off an occa-
sional script for the screen.

H* % %

Cohn on Broadway

A1 Cohn, free lance writer, left Holly-
wood on September 18 for Chicago and
New York. While in Manhattan he will
witness the world premier of “The Jazz
Singer,” starring A1 Jolson, the continuity
and script of which he wrote.

% % sfc

Jackie Logan in New One

Rupert Julian is directing Jacqueline
Logan in a new De Mille production, “The
Leopard Woman.” This is Miss Logan’s
first starring vehicle since the completion
of “The King of Kings,” in which she
played an important role.

* * *

George Sydney at U for One

George Sidney is back at Universal for
one picture, “The Cohens and Kellys in
Paris,” which William Beaudine is direct-
ing.

* * *

Melford Gets Press Story

“Freedom of the Press” will be George
Melford’s next picture for Universal.

5fC

Phyllis Haver, who made such a striking
hit in “The Way of All Flesh,” opposite
Emil Jannings, is to have another big role
in Frank Urson’s production for De Mille,
“Chicago.”

* * *

Pangborn Finishes Role

Cameras have ceased grinding on “My
Friend from India” in which Franklin
Pangborn is starred by De Mille.

Bob DeLacy completes “Red Riders of Canada’’ for
FBO. Above, left to right: Rex Lease, De Lacy,
Patsy Ruth Miller, Charles Byers and Nick Musuraca,
cameraman.

George Sidney “takes” Paris. He is the comedian in
Universal’s new edition of “Cohens and Kellys in
Paris.” Left: Gertrude Astor, center, George and at
right is Director Bill Beaudine.

18

STUDIO SECTION OF

October 8, 1927

Charles Rogers and Richard Arlen

Folies Bergere, Paris

Yanks advancing upon nest of concealed machine gunners

The deadly advance

Paramount’s

“WINGS”

Tells Story
of

U. S. Fliers
in

World War

Clara Bow and Charles Rogers

Spectacular aerial photography: The Battle of St. Mihiel

October 8, 1927

EXHIBITORS HERALD

19

Meehan Says Trick
Lighting Is Curse
of Motion Pictures

LOS ANGELES, Oct. 4. — Leo Meehan,
director of many Gene-Stratton Porter pro-
ductions for F B O, last week explained
to a group of newspapermen the values and
use of light in motion pictures. He said
that trick lighting is the curse of motion
pictures. His statement follows :

We would go crazy if it were daylight
all the time, and perpetual darkness would
have an equally devastating effect upon hu-
man beings.

The manifold activities of the human
race and the whole gamut of human emo-
tions are created to a great extent by the
varying degrees of light and darkness in
the twenty-four hour cycle. One of the
simplest illustrations of this is the feeling
of stark terror which darkness often pro-
duces in a child. His surroundings are
just as familiar as they were in the day-
time, but the absence of light has inspired
the mood of fear.

Take the example of a bread line of
down and outers on therEast Side of New
York, waiting for a free meal at that little
“Midnight Mission.” In order to create
instantaneously in the audience’s mind that
pathetic hopelessness and groping vagueness
of mind common to life’s derelicts, we are
using subtle lighting effects and fog to
effect that mental illusion. Rain is often
used in a scene of this kind to add to the
tragedy of the situation, but to me, the
chilling uncertainty of fog was more dra-
matic than the beaten mood that the rain
produces.

In the story “Mother,” the train wreck
was shot through a haze because it created
in the audience’s mind an illusion of the
befuddled mental condition of the father
as he was coming out from under the in-
fluence of gin. Regaining soberness and
the realization of the crime against his
home that he was committing, he was not
at all sure that he wanted to go on with
this woman with whom he was running
away. At that point the train wreck oc-
curred.

That train wreck was not inserted in the
story because it was a smashing climax
full of punch and action, but because it was
a symbol of the wreckage of the home that
the mother was striving so hard to prevent.

The dramatic use of lighting obviates the
use of many subtitles. For instance in Mrs.
Porter’s story of “The Harvester” which
we have just finished, we used only the
dim, flickering light of a night lamp in the
room in which the girl lay near death. That
little circle of light on the bed with the
rest of the room shrouded in darkness easi-
ly got over the idea of the anxiety and
dread attendant upon a crisis. By the shaft
of sunlight streaming into the room the

ASK ME ANOTHER!

Can you anszoer these questions?

1. Who wrote the adaptation of “The
Life of Riley” for Charlie Murray
and George Sidney?

2. Who was the comedy constructor for
“The Patent Leather Kid”?

3. Name one of the gag staff on Harold
Lloyd’s “The Kid Brother.”

4. Who adapted “White Pants Willie,”
considered Johnny Hines’ best pic-
ture?

5. Who is the comedy constructor for
“The Private Life of Helen of Troy,”
First National’s ace feature?

6. What is the name and address of a
writer who knows how to hit a com-
edy bull’s-eye?

( Answers can be found on page 21 )

next morning, we established the fact that
the girl had taken a turn for the better.
If she had died during the night the room
would still have been dark and the curtains
drawn.

Don’t get the idea that I mean trick
lighting. I think trick lighting is the curse
of motion pictures. The moment an audi-
ence begins to admire your lighting effects
and wonder how you did that, you have
lost them. You have destroyed the mood
of your story, perhaps only for ten sec-
onds but it might take half a reel to bring
them back. If your audience loses absorp-
tion in your story only long enough to
think how clever you are, your picture has
lost that much of the impression you in-
tended it to convey. An audience should live
the story to the exclusion of any interest
in the mechanics of its making. For that
reason I never “pan” the camera in any of
my pictures. It always has the effect on me
of dissipating the illusion of the story.

The trouble with motion pictures in the
beginning, and the trouble of most of them
even today, is that they ape the technique
of the stage. Motion picture producers
do not realize that the silver screen is a
medium of art as different from the
stage as night from day. The stage has
to have movement and voice because static
action is impossible. The audience is too
far away for facial expressions to register.

To illustrate again from “Little Mickey
Grogan,” I open the picture with two little
hands grabbing for the same artificial rose
on a filthy city dump heap. Then I cut to
a closeup of Frankie glaring at someone,
and then cut to a closeup of the furious
little face of Lassie Lou Ahern. The next
shot is a closeup of the two little figures
tense with hatred, glaring at each other.
There is no movement at all, yet the scene
is packed full of action.

It is this type of drama, the enfoldment

“Jazz Singer” Premiere
Will Be Broadcast

( Special to the Herald)

NEW YORK , Oct. 4. — The
festivities incidental to the pre-
mier performance of “ The Jazz
Singer,” the Warner Bros, picture
starring A1 Jolson, will be broad-
cast by radio. The picture opens
at the Warner theatre on Oct. 6.
Complete description of the affair
will be broadcast over station
WRNY.

and development of character to which the
screen is most adapted. The old type of
picture in which the players dash madly
from the beginning of the picture to the
final fadeout without giving the audience
time to catch its breath and without making
the players anything but automatons is hap-
pily on its deathbed. The type of picture
that will most please the audience of the
future is a simple, human interest story
with the characters living the emotions that
the audience itself would experience under
similar circumstances. Much of this type
of story is told with “motionless action,”
or closeups of the players in the grip of
strong emotion.

Sherman Faces Charge
on Admission Taxes

(Special to the Herald)

HOLLYWOOD, Oct. 4. — Harry A.
Sherman, Hollywood producer, former
owner of theatres in Middle West, is fac-
ing charges of alleged default to the Gov-
ernment of over two thousand dollars in
admission taxes.

Bess Meredyth

Scenarist

“BEN HUR”

for John Barrymore

‘The Sea Beast”

“Don Juan”

“When A Man Loves”

Now Completing

“Sailors’ Wives” and “The Noose”

for First National

AL MARTIN

TITLING

The Entire Christie Output

The Entire Stern Brothers Output

ALSO FREELANCING

WffiMMrf -

MOLE - RICH ARDSON, INC

of Progress

HE 8191

The Mark

STUDIO ELECTRICAL EQUIPMENT

6310 SANTA MONICA BLVD., HOLLYWOOD, CALIF.

20

STUDIO SECTION OF

October 8, 1927

“a LEO MEEHAN

Production”

— the guarantee of satisfied
audiences, and a profit to
the Exhibitor —

Laddie

The Magic Garden
The Devil’s Trademark
Wallflowers
Little Yellow House
Keeper of the Bees
Judgment of the Hills
The Harvester
Little Mickey Grogan
Mother

Directed, and produced by

LEO MEEHAN

Distributed by F B O

“Ask the man who runs ’em”

ALFRED A. COHN

FREE-LANCE WRITER
“The Cohens and Kellys
in Paris”

“The Jazz Singer”
“The Cat and the Canary”
“We Americans”
“The Last Warning”

5617 Hollywood Blvd., Hollywood

GEORGE SIDNEY

Now Doing

“The Cohens and Kellys
in Paris”

At Universal Studios
Bill Beaudine Directing

The Director —
Alfred E. Green

First of a series of articles characterizing
production people.

LOS ANGELES, Oct. 4.— Alfred E.
Green, director of successful pictures made
by Thomas Meighan and Colleen Moore,
has been chosen by Fox Film Corporation
to direct Olive Borden in the story, “Come
to My House.”

Green’s work on the lot is distinctive. He
is one of the fastest working directors in
Hollywood. Despite his speed in taking
scenes he is thorough. Consequently his
footage is low. When a picture has been
shot and goes to the projection room there
is little “cutting” to be done.

That description of a director might in
some cases indicate his work is dull and
automatic; but in Green’s case the work is
filled with comedy, drama and high-light.
On the set he appears to have only com-
mon sense rules and axioms in mind but in
a discussion off the set you find a director
who regards motion pictures as a form of
literature that can be high, low or com-
monplace— depending on the intelligence of
the man who makes them.

Perhaps the secret of his success with
the megaphone is found in this personal
habit as well as any other: he believes his
company have at least a grain of intelli-
gence and if given liberty they will usu-
ally perform their tasks well. He refrains
from interfering with them. He stands
silently behind the cameras and affably
guides their action.

Stephen Roberts

DIRECTOR OF

“BATTER UP”

“FOX TALES”
“SEEING STARS”

for Educational

October 8, 1927

EXHIBITORS HERALD

21

Polo Playing Wins
Him Role with Mix

Gordon Elliott took his polo mallet
with him — at least figuratively —
when he left business in Kansas City
to go to Hollywood. Playing polo at
Hollywood he met Tom Mix, Fox
Western star. Mix watched his horse-
manship and cast him in “The Ari-
zona Wildcat.” Which is another way
of riding into a motion picture role.

Nothing Wrong with
Industry, Says Fraser

(Special to the Herald)

NEW YORK, Oct. 3.— “There is noth-
ing radically wrong with the motion pic-
ture industry,” says William R. Fraser,
gen eral manager
of Harold Lloyd
productions. “It is
gradually finding
itself, getting
down to a more
subs tantial busi-
ness basis. It does
lack in some in-
stances the funda-
mental necessities
of concentration
and centralization.

“There are too
many supervising
directors; too
many writers who
think they should
be directing pictures, instead of just
developing plots ; too many advisory super-
visors; and sometimes too many of every-
body. This comes with any young industry,
and as time goes on these troubles will be
minimized.”

Albany Exchanges and
Theatres Enjoy Peace

(Special to the Herald)

ALBANY, Oct. 4.— Things are cer-
tainly running smoothly these days be-
tween the dozen or more film exchanges
here and the 450 odd theatres that are
served in the territory. In sharp con-
trast to the long drawn out wrangles of
a year or two ago, the sessions of the
board now occupy but little more than
30 minutes and there is the finest feeling
existing between the two bodies.

Major Bowes Gets Stars

NEW YORK. — To augment the en-
tertainment for radio fans Major Bowes
has added two opera stars to his Capitol
theatre radio family.

Ash Me Another!

(Answers to questions on page 19)

1.

HOWARD

J

GREEN.

2.

HOWARD

J-

GREEN.

3.

HOWARD

J-

GREEN.

4.

HOWARD

J-

GREEN.

5.

HOWARD

J.

GREEN.

6.

HOWARD

J-

GREEN.

First National Studios.

JOHN

FORD

Finishing

“GRANDMA

BERNLE

LEARNS

HER

LETTERS”

Fox Release

JACQUELINE LOGAN

DeMille Player

“King of Kings" “The Wise Wife”

Now making

“The Leopard Lady”

22

STUDIO SECTION OF

October 8, 1927

Jack

Mulhall

Now Playing the
Male Lead in

“Man

Crazy”

FIRST NATIONAL
PRODUCTION

A1 Boasberg

Just finished Comedy Construction on Cos-
mopolitan - Metro - Goldwyn - Mayer Produc-
tion “THE FAIR CO-ED” starring Marion
Davies, directed by Sam Wood.

Available Oct. 10

UNDER EXCLUSIVE MANAGEMENT OF EDWARD SMALL CO.

Eph. Asher told us that

MERVYN LeROY

has begun directing the next vehicle star-
ring Charles Murray and George Sidney
for First National.

Mervyn has completed
“No Place to Go.”

Writers of ’27 Demand
Prestige , Says McCosh

( Special to the Herald)

HOLLYWOOD, Oct. 4. — Writers to-
day demand ten times the prestige that
the writer demanded in motion pictures
two years ago, Rufus McCosh stated to
a Herai.d reporter yesterday.

“There must be, first of all, a constant
effort to give in the fewest possible
words a full expression of the thought
to be conveyed by the title — always with
the provision, however, that its meaning
can be grasped in an instant. An in-
volved sentence that must be read over
two or three times before it is thor-
oughly understood has fallen far short
of the ideal title.

“The exact placing of a subtitle in a
scene is often the subject of deep study,
so that the value of the scene itself may
not be sacrificed to a caption which so
obtrudes upon the action as to consti-
tute a positive interruption to the flow
of the story.

“Thus, a title writer may see in a
certain scene an opportunity for a
humorous title which will surely ‘bring
a laugh.’ But he must ask himself if a
laugh is really wanted just at this point
— if it would not be advisable to allow
the scene to progress without interrup-
tion, with the laugh later along in the
action, and perhaps coming from the
pictured action itself, rather than from
an amusing title.

“And it is an axiom of the title writer
that any caption must be pitched in
the mood of the scene. In most cases,
titles merely supplement the action of
the story, and as a general rule they can-
not be permitted to introduce a jarring
note which momentarily takes the spec-
tator’s mind from the feeling induced by
the pictured scene.”

Robards Gets Lead

Role in “ Wild Geese ”

( Special to the Herald )

LOS ANGELES, Oct. 4.— Jason Ro-
bards, leading man of stage and screen,
has completed the leading male role in
“Polly of the Movies” and has begun
work in “Wild Geese” at the Tiffany lot.
Tn the latter he is in a cast with Belle
Bennett, Anita Stewart, Russell Simp-
son and Donald Keith.

Players Call New Face
Demand Only Gesture

( Continued from page 7)

JACKIE COOGAN— Rialto Theatre, Siloom
Springs, Ark.

JOAN CRAWFORD— Alburn Drace, Keytes-
ville, Mo.

JOAN CRAWFORD— I. Wiernik, Strand The-
atre, Philadelphia, Pa.

RICHARD DIX — F. B. McKeown, Jonesport
Opera House, Jonesport, Me.

RICHARD DIX, J. H. Klasen, Scenic The-
atre, Holdingford, Minn.

RICHARD DIX — Rialto Theatre, Siloom
Springs. Ark.

RICHARD DIX — Irwin W. Speckels, Cozy
Theatre, Schulenburg, Tex.

BEBE DANIELS— F. B. McKeown, Jones-
port Opera House, Jonesport, Me.

BEBE DANIELS— J. H. Klasen, Scenic The-
atre, Holdingford, Minn.

BEBE DANIELS — F. L. Humble, Las Plumas
Theatre, Las Plumas, Calif.

BEBE DANIELS— J. A. Rowan, Moonlight
Theatre, Kingston, W. Va.

BEBE DANIELS — O. A. Fosse, Community
Theatre, Ridgeway, Iowa.

BEBE DANIELS — Rialto Theatre, Siloom
Springs, Ark.

BEBE DANIELS — J. A. D. Engesather, M. W.
A. Movies, Brocket, N. D.

BILLIE DOVE — Rialto Theatre, Siloom
Springs, Ark.

BILLIE DOVE — Irwin W. Speckels, Cozy
Theatre, Schulenburg, Tex.

BILLIE DOVE — Leo Speck, Kenwood The-
atre, 1225 East 47th St., Chicago.

October 8, 1927

EXHIBITORS HERALD

23

BILLIE DOVE — F. L. Humble, Las Plumas
Theatre, Las Plumas, Calif.

BILLIE DOVE — Alburn Drace, Keytesville,
Mo.

BILLIE DOVE— H. R. Brady, Temple The-
atre, Hartsville, S. C.

DOLORES DEL RIO— R. Kuhn, Kuhn The-
atre, Lebanon, Ore.

JOHN GILBERT— O. R. Kuhn, Kuhn The-
atre, Lebanon, Ore.

JOHN GILBERT — Rialto Theatre, Siloom
Springs, Ark.

LILLIAN GISH— P. G. Held, Strand Theatre,
Griswold, Iowa.

WILLIAM HAINES— Alburn Drace, Keytes-
ville, Mo.

JOHNNY HINES— Rialto Theatre, Siloom
Springs, Ark.

BUCK JONES — Rialto Theatre, Siloom Springs,
Ark.

LEATRICE JOY — Rialto Theatre, Siloom
Springs, Ark.

ALICE JOYCE— B. F. Busby, Home The-
atre, Box 1106, Little Rock, Ark.

HARRY LANGDON— Rialto Theatre, Siloom
Springs, Ark.

ROD LAROCQUE — Rialto Theatre, Siloom
Springs, Ark.

JOCELYN LEE — Rialto Theatre, Siloom

Springs, Ark.

MARGARET LIVINGSTON— Rialto Theatre,
Siloom Springs, Ark.

HAROLD LLOYD — Rialto Theatre, Siloom
Springs, Ark.

JACQUELINE LOGAN— Rialto Theatre, Si-
loom Springs, Ark.

DOUGLAS MACLEAN— Irwin W. Speckels,
Cozy Theatre, Schulenburg, Tex.

GLADYS McCONNELL — Rialto Theatre,
Siloom Springs, Ark.

KEN MAYNARD— R. Kuhn, Kuhn Theatre,
Lebanon, Ore.

KEN MAYNARD — Rialto Theatre, Siloom
Springs, Ark.

THOMAS MEIGHAN — O. A. Fosse, Com-
munity Theatre, Ridgeway, Iowa.

THOMAS MEIGHAN— F. B. McKeown, Jones-
port Opera House, Jonesport, Me.

RAMON NOVARRO— Irwin W. Speckels,
Cozy Theatre, Schulenburg, Tex.

TOM MIX — Rialto Theatre, Siloom Springs,
Ark. |

COLLEEN MOORE — Rialto Theatre, Siloom
Springs, Ark.

MARY PICKFORD— F. B. McKeown, Jones-
port Opera house, Jonesport, Me.

MARIE PREVOST — Rialto Theatre, Siloom
Springs, Ark.

ESTHER RALSTON— Rialto Theatre, Siloom
Springs, Ark.

GILBERT ROLAND — Guy Bayer, Globe The-
atre, Buena Vista, Va.

NORMA SHEARER— F. B. McKeown, Jones-
port Opera House, Jonesport, Me.

GERTRUDE SHORT — Rialto Theatre, Siloom
Springs, Ark.

MILTON SILLS — Rialto Theatre Siloom
Springs, Ark.

MILTON SILLS — Alburn Drace, Keytesville,
Mo.

GLORIA SWANSON— A. E. Lamkin, Star
Theatre, Stockton, Kan.

GLORIA SWANSON— F. B. McKeown,
Jonesport Opera House, Jonesport, Me.

CONSTANCE TALMADGE— Rialto Theatre,
Siloom Springs, Ark.

NORMA TALMADGE — Rialto Theatre, Siloom
Springs, Ark.

NORMA TALMADGE — I. Wright, Northern
Theatre, Columbus, Ohio.

FRED THOMSON J. F. Klasen, Scenic The-
atre, Holdingford, Minn.

ALBERTA VAUGH N— Rialto Theatre, Siloom
Springs, Ark.

FLORENCE VIDOR — Rialto Theatre, Siloom
Springs, Ark.

“Studio Section,"

EXHIBITORS HERALD,

5617 Hollywood Blvd., Los Angeles, Cal.

GENTLEMEN :

I should like to receive an autographed

photo of

for placement in my “Lobby Album" of
stars whose pictures are especially popular
with my patrons.

(Exhibitor)

(Theatre)

(City)

(Slate)

MARIE PREVOST

DeMille Star Now Appearing in

“A BLONDE FOR A NIGHT”

DIRECTED BY E. MASON HOPPER — PAT1IE-DEMILLE

TITLED

“NO PLACE TO GO”

First National
“The Drop Kick”

Richard Barthelmess
First National
Smile, Brother, Smile”

— Jack Mulhall — First National
“The Stolen Bride” — Billie Dove — First National
“Naughty But Nice” — Colleen Moore — First National

6372 Hollywood Blvd., Hollywood, Calif.

Phone Gladstone 4809

Dorothy Yost

F. B. O.

Now adapting
Temple Bailey’s
“WALLFLOWERS”

24

STUDIO SECTION OF

October 8, 1927

TOM TYLER

OUT OF
THE WEST:

Tom Tyler —

August 20. A

nice little pic-
ture. A little
different than
the most of
Tom’s. Has a
baseball story
running through
it. You know,
wins the game
and the girl and
saves the ranch
in the last reel.

Five reels. —

Wm. E. Tragsdorf, Trags the-
atre, Neillsville, Wis. — Small
town patronage.

CYCLONE OF THE
RANGE: Tom Tyler and Pals
— 75%. August 12-13. Dandy
picture. Tom and his pals do
some fine work in this one.
You will be pleased with this
one. — Al. Stoddard, Rex thea-
tre, Madisonville, Tex. — Gen-
eral patronage.

Star of

‘When the Law Rides”

e. b. o.

RELEASE

Just met —

“My Friend from
India”

He’s a very
funny chap!

FRANKLIN PANGBORN

in

Pathe-DeMille Pictures

GEORGE

MELFORD

DIRECTOR

“A MAN’S PAST”

Starring CONRAD VEIDT

“13 WASHINGTON
SQUARE”

BOTH FOR UNIVERSAL

Brown, Ford, Korda
End Work on Three
Costly Productions

( Cnotinued from page 5)

Gene Stratton and Hobart Bosworth in
the leading roles; Ralph Ince has “Coney
Island,” another Gold Bond feature, well
under way. Lois Wilson and Lucila
Mendez have the leads in this unique
comedy-drama.

Bob DeLacy, after several unavoidable
delays, has nearly completed “The Red
Riders of Canada,” with Patsy Ruth
Miller and Charles Byer in the leads.
Nick Musuraca is cameraman. Location
shots were made in the high Sierras and
at Lake Arrowhead.

Others in production on this lot are:
“Her Summer Hero,” which James Du-
gan is directing; “The Swift Shadow,” a
Jerome Storm production; “The Rene-
gade,” a Wallace Fox picture, and “The
Texas Tornado,” a Tom Tyler Western,
being made under the direction of Frank
Clark.

Al Green Shooting “Come to My House”

Eight companies are working at top
speed at the Fox studio on Western
avenue. Alfred E. Green is directing
“Come to My House,” starring Olive
Borden, with Antonio Moreno, Doris
Lloyd, Richard Maitland, Ben Barn and
Cornelius Keefe in support.

“Balaoo” is well under way under
Richard Rosson’s direction, Victor Heer-
man is making “Ladies Must Dress” with
Virginia Valli and Lawrence Gray fea-
tured. John Ford’s pretentious produc-
tion, “Grandma Bernle Learns Her Let-
ters,” a story with a German-American
background, will enter the final stages of
production next week. This will un-
doubtedly surpass anything Ford has
ever done and will be one of Fox’s big
releases of the year.

Seiler Returns from North

Lou Seiler has returned from Wash-
ington where exteriors were made for
“Wolf Fangs” starring “Thunder,” the
wonder dog. That funny team, Sammy
Cohen and Ted McNamara, of “What
Price Glory?” fame, have completed an-
other “Robinson and Crusoe,” under the
direction of Frank O’Connor. William
Counselman wrote it and Ben Bard plays
the “menace.” Wallace MacDonald, erst-
while actor, has been made a director
by the Fox studios. He is now directing
“Silly Sailor.” Orville Dull of the com-
edy department has just completed
“Four Faces West,” with Tyler Brooke.
Tom Mix is appearing in “Wildcat Law”
with Gene Forde directing.

Eight Shooting at U.

Universal studio is putting forth every
effort to meet fall and winter schedules.
Eight companies are now actively en-
gaged on production and stories are be-
ing prepared for several other directors.
The much discussed “The Man Who
Laughs” has at last gotten under way
with Paul Leni directing and Mary Phil-
bin and Conrad Veidt starred.

The popularity of “The Cohens and
Kellys” prompted Universal to make
another “The Cohens and Kellys in
Paris,” which is being directed by Wil-
liam Beaudine. George Sidney has his
old role of “Cohen.” Al Cohn wrote the
script.

Hoot Gibson, having for the time be-
ing forgotten his differences, is making

October 8, 1927

EXHIBITORS HERALD

25

“Western Suffragettes,” with Reaves
Eason directing. Fred Newmeyer is
making “Use Your Feet,” another Regi-
nald Denny opus; Mel Brown is direct-
ing a mystery story, “13 Washington
Square,” with Jean Hersholt, and Wil-
liam Craft is putting Glenn Tryon
through his paces in “Meet the Prince.”
Laura LaPlante’s newest vehicle is
“Finders, Keepers,” a Wesley Ruggles
production, while Edward Sloman is di-
recting Norman Kerry in “Foreign
Legion.”

Curtiz Makes “Good Time Charlie”

At Warner Brothers we find four pic-
tures in production, “Brass Knuckles,”
starring Monte Blue, being directed by
Lloyd Bacon; “Good Time Charlie,”
which Michael Curtiz is making; and
which Barney McGill is photographing;
“The Silver Slave” a Howard Bretherton
production and “If I Were Single,” a
Roy Del Ruth picture with May McAvoy
and Conrad Nagel co-starred.

Four Shooting at De Mille’s

At the De Mille studios, Culver City,
four productions are well under way.
Frank Urson is directing Phyllis Haver
in the adapted stage success, “Chicago;”
E. Mason Hopper is making “My Friend
from India” with Franklin Pangborn
starred; Rupert Julian is well on his
way with “The Leopard Woman,” star-
ring Jacqueline Logan and Elmer Clifton
is guiding Junion Coghlan and Harrison
Ford through “Gallagher.”

Four in Progress at M-G-M

At the Metro-Goldwyn-Mayer studios
four productions are now in progress of
shooting. These are: “The Dog of
War,” a Stuart Paton production, writ-
ten by Bradley King, with Ralph Forbes
Marceline Day, and “Flash,” a dog fea-
tured; “Lovers of Louis IX” being di-
rected by Harry Beaumont, with Ramon
Novarro and Renee Adoree; “Baby
Mine,” which Robert Z. Leonard is di-
recting, and “The West Pointer,” an
Edward Sedgwick production featuring
William Haines and Joan Crawford, and
“Trail of ’98,” a Clarence Brown piece.

Reisner Directing “Steamboat Bill”

Buster Keaton and his large company
have returned from Sacramento, Cal.,
where most of the scenes for “Steam-
boat Bill, Jr.” were made. Charles Reis-
ner is directing. Charles Chaplin has

renewed production on “The Circus” at
his LaBrea avenue studios. Merna Ken-
nedy is appearing opposite the comedian.

All of the comedy lots are working
overtime. At Educational studios direc-
tors Taurog, Stephen Roberts, Jones
and Lamont are well up on fall sched-
ules; three companies are at work at
Hal Roach studios and Sennett has a
like number. Three companies headed
by directors Gus Meins, Samuel New-
field and Roland Asher are busily en-

gaged at Stern Film Corporation on
Sunset boulevard.

The United Artists lot presents scenes
of unusual activity again with R. Walsh
directing the final bits of “Sadie Thomp-
son,” starring Gloria Swanson; D. W.
Griffith in the midst of his “Romance of
Old Spain,” temporarily called “Drums
of Love,” starring Mary Philbin, Lionel
Barrymore; and Lewis Milestone direct-
ing “The Garden of Eden,” a Corinne
Griffith opus.

CHARLES LAMONT

Director of

“She’s A Boy” and “Shamrock Alley ”
Big Boy’s First Two Releases

of the Year

For Educational

ARTHUR STONE

FIRST NATIONAL STUDIOS

“THE VALLEY OF

THE GIANTS’’

“HARD-BOILED

HAGGERTY”

Plaza Hotel

To Travelers This Emblem
Means Hotel Headquarters
In the Film Capital
of the World

The Hollywood Plaza is hotel headquarters in
Hollywood, California.

When on your next trip to Southern California,
make this famous hostelry your objective.

Situated in the heart of Hollywood, the hotel is
most centrally located for either pleasure, business or
shopping in Los Angeles.

Every room is a parlor during the day time — a

luxurious sleeping quarter at night. In-a-Door Beds
make this possible.

Strange people, exotic sights, theatres, and enter'
tainment are but a step away from the door of this
famous hostelry.

Write or wire us for reservations in advance.
Appoint this hotel now as your headquarters while
in Southern California.

HOLLYWOOD PLAZA HOTEL
Hollywood, Calif.

26

STUDIO SECTION OF

October 8, 1927

MARGARET LIVINGSTON

“American Beauty”

for

First National

CHARLES (Chuck) RIESNER

Director

“BETTER ’OLE”

“THE MISSING LINK”

“WHAT EVERY GIRL SHOULD
KNOW”

Corner Brothers Releases
Now Directing Buster Keaton In

“STEAMBOAT BILL”

SCOTT R. DUNLAP

Now Directing
a Series of
Features

for

Phillips Company, Ltd.
Australia

Smiling Through

*"**■*"% Rufus McCosh ■ —

( Continued, from page 10))

Tom. “I can sure make you in pictures.
Leave it to me.”

“I got an idea for a little stunt that’ll
start you off wonderful,” I says. “Has
you got a car?”

“A brand new Stutz,” she says.

“You has struck oil,” I says.

“None more so,” she answers, “what’s
the idea.

“It’s early yet,” I says, “and I got a
friend out here in the next county who’s
a Justice of the Peace. We’ll hit it up
through his territory and you’ll get
pinched. They takes you right to him.
Then I slips him the wink — he gives you
a few days in jail — I takes pictures of
you behind the bars and the et cetera,
and then I goes around and sees my
friend and he lets you out. We’ll give
him a little present. Great stuff and all
in the records, except the present, so
these newspaper guys can’t say I made
it up. We’ll be back in time for dinner.”

“I can’t go,” says Tom, “gotta go
look up a location.”

“All right, baby, just you and me,” I
says. “We’ll go back to the office and
get my camera.”

She wasn’t very keen for my idea, but
after we’d had a couple of snifters in
the office she gets all pepped up about it.

When we gets to where my friend’s
jurisdiction begins I gives her the word
and she steps on it. Did we go? My
hat must’a been five miles behind before
I missed it. Then —

“Pull over, baby,” I says, “here’s Santa
Claus.”

“Who the heck do you think you are?”
says the cop. “Sixty miles a hour!
You’ll get life for this.”

“Why officer,” I says, "Madamasell
Laiglon wasn’t doin’ more than 50 I’m
sure.”

“Shut up!” he says, “you’re pinched
for resistin’ an officer! Turn around and
drive along slow, now.”

We drive into town and up a side
street. I laughed. It’s all workin’ out
so pretty. We goes into the office.
There’s a old guy with whiskers sittin’
at the desk.

“Where’s Justice Browning?” I asks.

“On vacation,” says the cop, “be gone
a month. Don’t worry, you’ll gets yours
anyhow.”

I could’a died now. And Madamasell
Laiglon smilin’ and posin’ before the old
guy like he was a production manager.
I ain’t got the heart to tell her.

“Very serious offense,” says the old
buzzard. “Been too much of it goin’ on
here lately. While I’m in charge there’ll
be no fines for this. You needn’t try
none of your tricks on me, young lady!
Seven days in the county jail! And you,
young feller, the same for aidin’ and
abettin’.”

“Can I have my picture took with you
sentencin’ me?” asks Madamasell, “where
is all the reporters?”

“Looka here,” I says, “I know Justice
Browning very intimate, and — ”

“Justice Browning is too lenient,” says
the old duck, “and he’s got some very
disreputable friends. Take ’em away,”
he says to another guy that just came in.

“Baby,” I says, “you’d better call up
your oil magnate. Things hasn’t turned
out the way I expected.”

Is she sore? You could’a heard her
for a mile — and the men’s cells ain’t

October 8, 1927

EXHIBITORS HERALD

27

nowheres near far enough away from
the ladies’ section in that jail.

We stayed there too. Her boy friend
from Oklahoma couldn’t do nothin’ with
that hard boiled old Bolshevik. I think
he just served as Justice for the fun of
it. All Madamasell’s coal-oil Johnny
could do was bawl me out, and he done
that plenty.

Then I calls up my recent made wife
Patsy and tries to explain. “Tries to”
is as far as I got. Soon as she hears
there’s a woman in it, my conversation
is all over, but I’d have owed the tele-
phone company a hundred dollars if I
hadn’t hung up!

Tom Handy seen to it that Madamasell
gets a write-up in all the L. A. and
Hollywood papers, and they all men-
tioned my name! A lotta good that’s
gonna do me when I get home!

I almost wish I hadn’t learned this
dam press agent business.

Stone Returns from

F.N. Location Sojourn

(Special to the Herald)

LOS ANGELES, Oct. 4.— Arthur
Stone returned last week from Areata,
Cal., where he played his first film role
as a “Beau Brummel.” He is cast in
First National’s “The Valley of the
Giants.”

There is, according to Arthur, a joy
and a thrill in playing “character” roles,
at which Stone is admitted to excel.

“In this sort of work,” he says, “each
part is a problem, challenging all the
observation and experience the actor has
acquired, perhaps in years on stage or
screen. ‘Following through’ on such a
part, from the first reading of the sce-
nario and visualizing the author’s word-
picture, hunting up the proper wardrobe,
then working out, with the director, the
proper business and ‘gags’ — if it's com-
edy, as it usually is in my case — and, at
last, seeing it screened in the theatre,
studying the audience’s response to my
efforts, and getting from them, the final
arbiters, something to help me in my
next portrayal — this is, to me, the real
reward of the actor’s work, and ample
compensation for any hard knocks that
may come his way.”

Stone is playing his first “Beau Brum-
mel” role as Buck Ogilvie in “The Val-
ley of the Giants,” in which Milton Sills
stars for First National.

Pictures of Chicago
Scenes Made to Give
“Chicago” Realism

Frank Miller and a staff of photogra-
phers from the Cecil B. DeMille studio in
Culver City, California, have been in Chi-
cago the past week making “shots” for the
forthcoming DeMille production of “Chi-
cago.” The motion picture rights to the
popular stage play were secured by DeMille
shortly after its New York premiere and
he plans to make it a big feature with
Phyllis Haver in the role played by Fran-
cine Larrimore. In order that local color
may be evident throughout the entire pro-
duction photographs were made of the in-
teriors of various cells, the corridors, rec-
reation rooms, entrance and visitor’s cage
at the County jail. “Shots” were also made
of the entrance to the Criminal Court build-
ing, a courtroom, the jury room, the State’s
Attorney’s office and the various halls and
corridors of the building as well as pictures
of street scenes in the vicinity of the jail.

Miller also secured one of the Chicago
surface street cars which was shipped di-
rect to the studio. The photographs will
be utilized by the studio force in making
the various “sets” and every detail will be
carefully worked out.

“The

Rejuvenation

of

Aunt Mary ”

“ The

Rush Hour ”

“ The Girl
in the
Pullman”

HARRISON

FORD

IN

DeMILLE

PICTURES

GERTRUDE SHORT

Now Free Lancing

“ADAM AND EVIL”— M. G. M.
“LADIES AT EASE”— Chadwick
“WOMEN’S WARE”— Tiffany
“POLLY OF THE MOVIES”

First Division Pictures

LOU SEILER

Director of

TOM MIX

in

“Outlaws of Red River”
“Great K&A Train Robbery”
“No Man’s Gold”

“Tumbling River”

Fox Release

Now Directing “Wolf Fangs”

28

STUDIO SECTION OF

October 8, 1927

F-N Will Begin 5
Pictures in October

Five pictures will go into production
during October at First National studios,
with three others to follow in November.
"Sailor’s Wives,” starring Mary Astor
and Lloyd Hughes, began on the first;
"Down Went McGinty,” featuring Charlie
Murray and George Sidney went into
production on the third, and "The
Noose,” starring Richard Barthelmess is
scheduled for production Oct., 10. “The
Butter and Egg Man,” from the play by
George S. Kaufman, will get under way
the middle of the month.

The three productions scheduled
to go into work the first of No-
vember are “The Royal American,”
starring Ken Maynard; a new

Working in “Wild Geese,”
a Tiffany Production

Just completed “Polly of the
Movies,” a First Division Picture
Appearing in seven
Warner Brothers releases

The SCREEN’S
SAFETY CORNER

WHERE ALL THE FILM
FOLK GET THEIR BRAKES FIXED

Raybestos

Brake

Lining

Lock- Heed
Brake
Service

Ask William Le Baron About Us

Raybestos “Bill” Ellenbeck

Selma and Wilcox Avenue
HOLLYWOOD, CAL.

Gladstone 8270

vehicle, as yet untitled, for Billie
Dove who is now working on
“Louisana;” and a new untitled
C. C. Burr production starring
Johnny Hines who is now finish-
ing “Home Made.”

First National has purchased
the screen rights to “Two Weeks
Off,” a new stage play by Kenyon
Nicholson, author of “The Barker,”
written in collaboration with
Thomas Barrows. In the mean-
time, “The Barker,” the fine stage
play of carnival life, is being pre-
pared for the future film use of
Milton Sills.

Adela Rogers St. Johns and Willis
Goldbeck have been assigned to make
the screen adaptation of “Lilac Time,”
the stage success of Jane Cowl. Colleen
Moore will be starred in the picture.

Baby Faces of Stars
Mean Little to Fans

( Special to the Herald )

DES MOINES, Oct. 4.— The
“match-the-movie-stars” contest,
sponsored in Iowa by the Sunday
Register, proved one thing, with-
out dispute — that baby faces
prophesy little or nothing of
mature beauty or adult pulchri-
tude.

Numerous contestants, looking
over the infant pictures of Louise
Fazenda, matched this baby por-
trait with that of Adolphe Menjou.
Others were convinced that the
likeness of Norma Talmadge at
the age of two was none other than
Jackie Coogan.

Still more fans decided that the
infant Chester Conklin was the
famous John Barrymore while a
few insisted that John Barry-
more’s picture at the age of three
must be Jackie Coogan!

A few, however, guessed right
off the bat, which baby faces be-
longed to noted motion picture
stars. The lucky winner received
$500 as her prize. There were five
“top” prizes and about 50 minor
rewards.

Beauchamp Changes
Name to Jerry Drew;
Has Starring Vehicle

Meet Jerry Drew, who was Clem Beau-
champ, featured in principal comic roles in
Educational-Mermaid Comedies for about
a year. Beauchamp
has changed his
name to Jerry
Drew. Drew, it
will be recalled,
had been directing
Cameo and Mer-.
maid Comedies for
Educational. One
day he got his
chance to put on
grease paint, and
he has been play-
ing roles in Edu-
cational Comedies
ever since.

His initial ap-
pearance in a Mer-
maid Comedy in which he will have the
sole featured role is made in a picture
now in production that has been titled
“Brunettes Prefer Gentlemen.” Although
he has been co-featured in comedies made
at the Educational Studios, this is the first
time he has been given the star role.

ELIZABETH

PICKETT

Fox Varieties

Current Releases

“Oregon — Trail's End!”

“Bah, Bah! Range Sheep!”

“Seven Wonders of Wash-
ington”

JASON ROBARDS

October 8, 1927

EXHIBITORS HERALD

29

William Gerecke Joins
Paramount News Staff

William F. Gerecke, one of the best-
known Akeley cameramen, has joined the
Paramount Newsreel staff and has been
assigned to cover stories in and around
New York. With the addition of Mr.
Gerecke, Emanuel Cohen, editor of the
Paramount News, now has ten cameramen
working out of New York Paramount
News headquarters.

Mr. Gerecke for many years did free
lance work and contributed many worth-
while camera stories to the various news
reels. For a number of years he was con-
nected with the United States Rubber
Company as photographer of commercial
reels produced by that company.

DANIEL B.
CLARK

A. 9. C.

Cinematographer

Tom Mix
Productions

R. J.

BERGQUIST

Cinematographer

•SANDY”

‘WOMAN

POWER”

‘ONE

INCREASING

PURPOSE”

Fox Release

DAVID ABEL

A. S. C.

Current Release

“DEARIE”

with Irene Rich
Now Shooting

“THE FORBIDDEN
WOMAN”

A De Mille Production

Camera!

A Department Devoted to News and Affairs of
the American Society of Cinematographers and Its
Members, Published as a “Studio Section” Feature.

Film Research Brings New
System of Lighting

Manufacturers Already Changing Equipment; Stereoscopic
Photography Is Mechanical Certainty, It
Appears to Cameramen
By S. E. SNYDER

ANEW birth of inspiration is evident among the cinematographers of
the West Coast studios as manifested in many ways during the last
few months.

Among these is noted a great enthusiasm along lines of individual re-

search, the outstanding achievement
lighting.

'T* O members of the A. S. C. the use
-*• of bulb lamps in picture making is not
new, for in 1925 Victor Milner used them
and during the intervening years almost
every member of the society was research-
ing along these lines, but it is only recently
that the new lights began to find general
favor. Today it may be said that the old
system of lighting is archaic and will rap-
idly disappear. That is evidenced by ac-
tivities of manufacturers of lighting
equipment who are readjusting to meet
new conditions.

Result of Individual Work

This new development is only one re-
sult of the individual researches of the
members of the A. S. C. “Individual” is
used because the work of research has
been just that. There has been no central
authority to direct operations and the men,
true to their spirit of progress, have “gone
it alone,” each man following his own bent.

And this has been a good thing because
through doing of the work himself the in-
dividual cinematographer has increased his
efficiency, has enlarged his background of
cinematographic knowledge and, on the
principle that several heads are better than
one, the grand result has been not only
one improvement but many.

Among these are listed improvements in
color photography, trick stuff, stereoscopic
effects, miniature work, rain film, mechani-
cal appliances, time savers and laboratory
practice.

being practically a new system of

All of this has led to the manufacture
of better cameras and other photographic
equipment and its influence has been felt
throughout the industry.

A. S. C. Laboratory

This progress through individual re-
search will eventuate in the establishment
of a research laboratory by the A. S. C.
where members may pursue their re-
searches with every possible facility at
their command and here again the indi-
vidual will not be hampered in his initia-
tive ; he will be permitted to follow his
bent without interference, but now he will
have an up-to-date workshop equipped with
everything he needs to work with.

It is possible already to forecast a num-
ber of discoveries, some of them almost
revolutionary in their nature, as the frui-
tion of years of patient work, one of them
— stereoscopic photography — that looks like
a mathematical certainty at this time.

And now that the A. S. C., through the
amazing influx of new members, has be-
come a 100 per cent organization, much is
expected of the new blood which brings
into the Society the rich burden of its own
research, enthusiasm and ideas.

It seems strange that this rich industry
has never been able to establish a great re-
search laboratory for the use of its inves-
tigators, and it is an excellent commentary
upon the enterprise and spirit of progress
of the cameramen that they have taken the
initiative — as, indeed, they always have.

George Folsey

Cinematographer

“LADIES AT PLAY”

“ORCHIDS AND
ERMINE”

“SEE YOU IN JAIL”
“NAUGHTY BUT NICE”
“AMERICAN BEAUTY”
“NO PLACE TO GO”

PHOTOGRAPHY

BY

KARL STRUSS

“BEN-HUR”
“FOREVER AFTER”
“SUNRISE”

Now with D. W. Griffith Making
a Spanish Romance for
United Artists

30

STUDIO SECTION OF

October 8, 1927

Editor Ray Hall of Pathe News, on a visit to Chicago, shows them how to stage a
realistic scene when the cast of the stage play, “Chicago,” rehearses the Pathe
News scene. Here are James Hall, cameraman ; Arthur Vinton, Ray Hall, Milano
Tilden, Miss Francine Larrimore (“Roxy” in the play), Charles Slattery and
Edward Ellis.

Radin Ends Connection
with Commonwealth Co.

( Special to the Herald)

NEW YORK, Oct. 4. — Matthias Radin,
general sales manager of Commonwealth
Film Corp., has announced that he has
severed his connection with the company.
He is to be connected with another com-
pany, not yet announced, in an executive
position.

Dugan Becomes Father

( Special to the Herald)

HOLLYWOOD, Oct. 4.— Mrs. Patricia
Dugan has recently presented James Dugan,
the youthful F B O director, with a fine
baby girl. Dugan asserts that the young
lady will be brought up to be one of the
future film stars of F B O.

LEONARD SMITH

CINEMATOGRAPHER

“AT EASE” — Lloyd Hamilton. “UP IN ARMS” —
Dorothy Devore. “KILTIES'” — Dorothy Devore.
“COUNTRY GIRL” — Dorothy Devore
Directed by Norman Taurog
EDUCATIONAL RELEASE

BARNEY

McGILL

Cinematographer

‘ WHAT
PRICE
GLORY?”

FOX

“ Desired
Woman”

MICHAEL CURTIZ

“ College
Widow”

ARCHIE MAYO

“ Good Time
Charley ”

MICHAEL CURTIZ
WARNER BROS.

Three Columhias Sold
to Blue Mouse Theatres

( Special to the Herald )

NEW YORK, Oct. 4. — Three Columbia
productions, “The Blood Ship,” “Alias the
Lone Wolf” and “Sally in Our Alley” will
soon be shown simultaneously in The Blue
Mouse theatres in Seattle, Portland, and
Tacoma.

“The Blood Ship” and “Alias the Lone
Wolf” will also have simidtaneous show-
ings in Pittsburgh, where they will play
at the Loew Aldine and 'he Camerophone.

Judge Makes Dog Star

Payer of Alimony

(Special to the Herald)

HOLLYWOOD, Oct. 4. — Every dog has
his day, but this dog’s day was a bad one.
The dog is a motion picture star and is
owned by Jack and Mary Gorton. When
Mary brought a divorce action against Jack,

the judge learned that the dog, drawing a
salary of $50 a week, was the couple’s only
support. He gave Mary $20 a week, and
let Jack and the dog have the rest.

Now W. C. Fields Will

Stay Off Bicycles

(Special to the Herald)

HOLLYWOOD, Oct. 4.— W. C. Fields
should be cured of bicycling now. Yester-
day while he was riding on a bicycle in San
Fernandino valley, where his company is
on location, he was run down by a truck.
He was given emergency treatment and
rushed to Hollywood Hospital.

Australia Has Film Commission

WASHINGTON. — The Federal Parliamentary
committee, appointed to inquire into the moving
picture industry in Australia, was recently consti-
tuted a royal commission, says advices from
Trade Commissioner Pauly, Melbourne, to the
Department of Commerce.

CHAS. G. CLARKE— A. S. C.

PHOTOGRAPHER

“RED” GRANGE’S “ONE MINUTE TO PLAY’
“THE RACING ROMEO” — F B O
“GOING CROOKED” — FOX — “UPSTREAM”
“GRANDMA BERNLE” — For

Charles Van Enger

A. S. C.

CINEMATOGRAPHER

“SEA TIGER”

Milton Sills

“THE SILENT LOVER”
“EASY PICKINGS”
“FRAMED”

“SMILE, BROTHER SMILE”
“LIFE OF RILEY”

FIRST NATIONAL

Nick

Musuraca
A. S. C.

Cinematographer

“Cyclone of
the Range”

“The Senora
Kid”

“Splitting the

Breeze”

“Tom’s Gang”
“South Sea
Love”

“Desert Pilot”
“Red Riders
of Canada”

F. B. O. Studios

October 8, 1927

EXHIBITORS HERALD

31

Exhibitors Herald Production

Directory

Chicago Office: 407 So. Dearborn St.

A Monthly Service Devoted
to Stars, Directors, Scenar-
ists and Cameramen at
Work Upon Pictures in
Current Production.

{J Hollywood Representatives:
Ray Murray,

Douglas Hodges,
fj New York Representative:
John Spargo.

Director Star

Scenarist

Cameraman

Story

Brand Name

Starting Date

CALIFORNIA STUDIO. 1420 Beaehwood Drive. He.

, 4111.

Ben Cohen Montague Love

Dorothy Sebastian
Frank Mattison Ben Turpin

Leo Maloney Leo Maloney

Charley Hunt All Star

Newman

Chas. Taylor

Art Hoerl

Taylor

Harry Fowler

Eddie Kull

Hap De Pew

“The Ghost Ship”

“Hollywood Dressmaker”

“On the Stroke of Twelve”

Tiffany

Sanford Prods.
Leo Maloney
Prods.

Trem Carr
Prods.

Sept. 22

Sept. 20

Sept. 19

Sept. 24

CHARLES CHAPLIN STUDIO.

1416 La Brea Ave.

He. 2141

Chas. Chaplin Chas. Chaplin

Merna Kennedy

J. Wilson

M. Marlatt

“The Circus”

United Artists

Jan. 1926

CHRISTIE STUDIOS. 6101 Sunset Blvd. He. 3111.

Robt. Kerr Jimmie Adams

Arvid Gillatrom Jack Duffy

William Watson Billy Dooley

Sig Herzig

Hal Conklin

Hal Conklin

Alec Phillips

Alfred Jacqueman

Gus Peterson

Frank Sullivan

Alec Phillips

Alfred Jacqueman

Jimmie Adams
Comedy
Christie Com-
edy

Billy Dooley
Comedy

Sept. 16

Sept. 16

Preparing

COLUMBIA STUDIOS. 1438 Gower St. Ho. 7940

Geo. B. Seitz Jack Holt

Dorothy Reviere

Harold Schumate

Joseph Walker

“The Tigress’’

“Perfect 30”

Sept. 16

DE MILLE STUDIOS. Culver City, Cal. Em. 9141.

E. Mason Hopper
Frank Urson

Rupert Julian

Elmer Clifton

Franklin Pangborn
Phyllis Haver

Victor Varconi
Jacqueline Logan
Junior Coghlan

Rex Taylor

Lenore Coffee

Clara Beranger
Clausen

Dewey Wrigley
Peverell Marley

Johnny Mescal
Lucien Andriot

“My Friend from India”
“Chicago”

“The Leopard Lady”
“Gallagher”

Sept. 6

Sept. 20

Sept. 14

Sept. 28

EDUCATIONAL STUDIOS. 7250 Santa Monica Blvd.

Ho. 2806.

Norman Taurog

Lloyd Hamilton

Staff

Len Smith

Untitled

Sept. 19

Stephen Roberts

A! St. John

Staff

Dwight Warren

Untitled

Mermaid

Sept. 17

Comedy

James Jones

Lupino Lane

Staff

Jay Turner

Untitled

Lupino Lane

Sept. 20

Chas. Lamont

Big Boy

Staff

William Hyer

Big Boy

Big Boy

Sept. 28

Juvenile Comedy

Juv. Comedy

UNITED STUDIOS, Inc.

M. C. Levee, President

100,000 square feet of props, garnered Let us supply the props for
from the four corners of the globe. your next production.

UNITED STUDIOS, Inc.

5341 Melrose Ave., Hollywood, Calif.

32

STUDIO SECTION OF

October 8, 1927

Director

Star

Scenarist

Cameraman

Story

Brand Name

Starting

F B 0 STUDIO.

780 Gower St.

Ralph Ince

Lois Wilson

Lucilua Mendez

Roy Klaffki

“Coney Island”

Gold Bond

Sept. 19

James Dugan

Hugh Trevor

Duane Thompson

Phil Tannura

“Her Summer Hero”

Master Show-
man Special

Sept. 16

Leo Meehan

John Fox

Gene Stratton

Hobart Bosworth

Dorothy Yost

“Freckles”

•

Gold Bond

Sept. 19

Jerome Storm

“Ranger”

Lorraine Eason

Sam Nelson

Ethel Hill

Robert DeGrasse

“The Swift Shadow”

Sept. 19

Wallace Fox

Bob Steele

Oliver Drake

Chas. Boyle

“The Renegade'*

Western

Sept. 15

Robt. DeLacy

Patsy R. Miller

Chas. Byer

Oliver Drake

Nick Musuraca

“Red Riders of Canada”

Master Show*
man Special

Sept. 12

trank 11. Clark

Tom Tyler

Al Cooke

Kit Guard

Buzz Barton

Frank H. Clark
Jeff Moffitt

Oliver Drake

E. McManigal

“The Texas Tornado”
“Legionnaires in Paris”

“The Pinto Kid”

Western

Sept. 20
Preparing

Preparing

FIRST NATIONAL. Burbank, Cal. Gl. 4111.

Marshall Neilan

Colleen Moore

G. Duffy

Geo. Fitzmaurioe

Billie Dove

Noah Beery

Gilbert Roland

Benj. Glazer

Alex. Korda

Maria Corda

Lewis Stone,

Ricardo Cortez

Carey Wilson

C. Brabin

Milton Sills

Perry Nathan

Al Rogell

Molly O’Day

John Boles

Alec B. Francis

Marion Jackson

J. F. Dillon

Dorothy Mackaill
lack Mulhall

Perry Nathan

H. J. Brown

Ken Maynard

Marion Jackson

Richard Wallace

Will Rogers

R. McConville

Al Santell

Charley Murray

Fred Kelsey

Harry Langdon

J. T. O’Donhue

Geo. Folsey

Lee Garmes

“Louisiana”

Sept. 6
Aug. 29

S. Hickos

“The Private Life of Helen
of Troy”

Aug. 5

T. B. McCord

Sol Polito

“Valley of the Giants**

“Sheperd of the Hills”

Aug. 26
Aug. 26

J. Van Trees

“Man Crazy”

Aug. 29

Jack MacKenzie
Arthur Edeson

“The Caravan Trial”

“A Texas Steer”

“The Gorilla”

Sept. 9
Aug. 20
Aug. 6

Untitled

Sept. 19

FINE ARTS STUDIO. 4500 Sunset Blvd. 01. 2131.

Al Herman

Al Neity

L. Windom

D. Worne

Alexander-Carr-Ross

All Star

All Star

All Star

Durling

Carroll

Stanhope

J. Brown

Griffin

“Panting Poppers”

“Cheer Leader”

“Through the Barbed Wire”
“Heroes in Blue”

Darmour
Gotham
Carroll Prod.
Worne

Sept. 26

Sept. 26

Sept. 20

Sept. 23

FOX STUDIO.

1401 Western Ave.

Alfred E. Green

Olive Borden

Marion Orth

Geo. Schneidermann

“Come to My House”

Sept. 19

Richard Rosson

Edmund Lowe

Leila Hyams

Harry O. Hoyt

Frank Good

“Balaoo”

Sept. 12

Lew Seiler

“Thunder”

Caryl Lincoln

Chas. Martin

Seton I. Miller

L. W. O'Connell

“Wolf Fangs”

Aug. 15

Gene Ford

Tom Mix

John Stone

Dan Clark

“Wildcat Law”

Sept. 6

Victor Herman

Virginia Valli

Larry Gray

Earle Foxe

Reg. Morris

Glen MacWilliams

“Ladies Must Dress”

Sept. 1

Jack Ford

Margaret Mann

James Hall

Earle Foxe

Philip Klein

Geo. Schneidermann

“Grandma Bernle Learns Her
Letters”

July 20

Zion Myers

David Rollens

Dione Ellis

Kernell Gold

George Spear

“Love Is Blonde”

Sept. 14

Wallace MacDonald Gene Cameron

Kay Bryant

Max Gold

George Meehan

“Silly Sailor”

Sept. 6

CLARENCE

IS NOW

“THE 9

TRAIL t

OF

QO” \

BROWN

DIRECTING

yo m

M.

October 8, 1927

EXHIBITORS HERALD

33

Director Star Scenarist

Cameraman

Story

Brand Name Started

BUSTER KEATON STUDIO. 1025 Lillian Way.

Chou. Rlesner Buster Keaton Carl Harbaugh Dev Jennings “Steamboat Bill, Jr." United Artists July IS

Bert Haines

METRO-GOLDWYN-MAYER. Culver City Cal

Robert Leonard

Karl Dane

George K. Arthur

Louise Lorraine
Charlotte Greenwood

Sylvia Thalberg

Fazon Dean

“Baby Mine”

Aug. 12

Ed. Sedgwick

William Haines

Joan Crawford

Joe Morgan

“The West Pointer”

Aug. 5

Stewart Paton

Ralph Forbes

Marceline Day

Bert Roach

Bradley King

Satori

“The Dog of War”

Sept. 15

“Flash”

Harry Beaumont

Ramon Novarro

Renee Adoree

Gerstad

“Lovers of Louis IX”

Sept. 14

Ed. Connelly

Tennen Holtz

King Vidor

Marion Davies

Preparing

METROPOLITAN STUDIO.

1040 Las Palmas.

Spencer Bennett Allene Ray

George Gray

Edward Snyder

“The Terrible People”

Pathe

Sept. 12

Walter Miller

PARAMOUNT FAMOUS LASKY CORPORATION. 5341 Marathon St. Ho. 2400.

Dorothy Arzner

Clara Bow

Hope Loring

Alfred Gilks

“You Will Marry Me”

Paramount

Sept.

John Water

W. C. Fields

Chester Conklin

Percy Heath

H. Kinley Martin

“The Side Show”

Paramount

Sept,

Gregory LaCava

Richard Dix

Harris Raisbeck

Ed. Kronjager

“The Gay Defender”

Paramount

Sept.

Harry D'Arrast

Adolph Menjou

Ernest Vadja

Harry Fischbeck

“Serenade”

Paramount

Sept.

Mai St. Clair

All Star

Hal Rosson

“Gentlemen Prefer Blondes'1

' Paramount

Sept.

TEC-ART STUDIO. 5360 Melrose Ave.

Edwin Carewe Dolores Del Rio Finis Fox Robert Kurrle “Ramona”

United Artists Sept. 3

HAL ROACH STUDIO. Culver City, Cal.

Sept. 21
Sept. 21
Sept. 22

Robt. McGowan
James Parrott
Fred Guiol

Our Gang
Charley Chase
Max Davidson

Staff

Staff

Art Lloyd
Len Powers
George Stevens

Untitled

Untitled

Untitled

GEORGE ARCHA1NBAUD

DIRECTOR

Recent Box Office
Successes

“THE SILENT LOVERS
“MEN OF STEEL”
“PUPPETS”

FIRST NATIONAL PICTURES

34

STUDIO SECTION OF

October 8, 1927

Director Star

Scenarist

Cameraman

Story

Brand Name

Started

MACK SENNETT STUDIO.

1712 Glen dale Blvd

Mack

Sennett

Johnny Burk

Johnny Boyle

“Romance of a Bathing

Aug. 10

Alma Bennett

Lee Davis

Girl”

Harry

Edw ards

Billy Bevan

Billy Williams

Two Reel Comedy

Sept. 17

Vernon Dent

Dot Farley

Alma Bennett

George Unholz

Phil

Whitman

Mary Ann Jackson

St. Elmo Boyce

Smith Family Comedy

Sept. 18

Ruth Hiatt

Raymond McKee

L. E. Jennings

STERN FILM CORPORATION. 6048 Sunset Blvd.

Gus Meins

Sunny McKeen

Jack Bartlett

Addie McPhail

Page Wright

Harry Forbes

“The Newlyweds and Their

Baby”

Sept. 20

Samuel Newfield

Roland Asher

Sid Saylor

Charles King

Charles Dorety

Wm. Weber

Jack Rawlins

Staff

Edgar Lyons

Victor Scheurich

“Let George Do It”

“Mike and Ike”

“Keeping Up with the

Joneses”

Sept. 20
Sept. 17

Preparing

UNITED ARTISTS STUDIO. 1041 N. Formosa Ave. Gr. 5111.

“Sadie Thompson”
“Tempest”

“Garden of Eden”
“Drums of Love”

Raol Walsh
S. Tourjansky
Lewis Milestone
D. W. Griffith

Gloria Swanson
John Barrymore
Corrine Griffith
Mary Philbin

Raol Walsh
DeGrasse
H. Kraly

Tu m mel

N. Watt
Karl Strus

June 29
Sept. 20
Aug. 15
Sept. 12

UNIVERSAL PICTURES CORPORATION.

Wm. Beaudine

All Star

A1 Cohn

C. Stumar

“Cohens & Kellys in Paris”

Jewel

Sept. 13

Reaves Eason

Hoot Gibson

Arthur Statter

Neumann

“Western Suffragettes”

Jewel

Sept. 15

Fred Newmeyer

Reginald Denny

Earle Snell

Fisher

“Use Your Feet”

Jewel

Sept. 6

Mel Brown

Jean Hersholt

Harry Hoyt

“13 Washington Square”

Sept. 26

Wm. Craft

Glenn Tryon

Carl Krusada

“Meet the Prince”

Sept. 26

Wesley Ruggles

Laura LaPlante

Beatrice Van

“Finders Keepers”

Sept. 29

Edw. Sloman

Norman Kerry &

Chas. Kenyon

Ross

“Foreign Legion”

Sept. 26

Lewis Stone

W arrenton

Paul Leni

Conrad Veidt &

J. Grubb Alexander

“Man Who Laughs”

Sept. 26

Mary Philbin

WARNER BROS.

Lloyd Bacon

Roy Del Ruth

Howard Bretherton
Mich ael Curtiz

Monte Blue &
Betty Bronson
May McAvoy
Conrad Nagel
Irene Rich
All-Star

Harvey Gates

Norbert Brodin

‘Brass Knuckles”

Robert Lord
Peter Milne
Anthony Coldewey
Owen Francis

Ed Du Par
Frank Kesson
& Barney McGill

“If I Were Single”
“The Silver Slave”
“Good Time Charley”

Sept. 19

Sept. 20

Sept. 8
Sept. 6

THE Story Record of the Screen for 1927 Is the Record of

GARRETT FORT

SIGNED BY PARAMOUNT
Writing “The Glory Girl” for Esther Ralston

WILLIAM

NIGH

DIRECTOR

“THE FIRE
BRIGADE”

“MR. WU”

Day and Night

pV HE 5606

| ALPHA

^-4|Sio FLORAL
SHOP

“The Garden of Eden”
Corinne Griffith

United Artists

5566 Hollywood Blvd.

Los Angeles, Cal.

Victor

Schertzinger

ivill

direct

“HonkyTonk”

George Bancroft’s

first starring

vehicle for
Paramount

JULES

WHITE

Director

EDUCATIONAL

PICTURES

Mark

Sandrich

DIRECTOR

Coming Releases !

“Some Scout”
with

Lupino Lane

“Hello Sailor”
with

Lupino Lane

“Sword Points”
with

Lupino Lane

Now Directing

Jerry Drew
in a

Mermaid Comedy
for

Educational

U

THE BRANDED
SOMBRERO”

His Next
Starring Drama
For Fox

Lambert Hillyer
Directing

BUCK

JONES

EXHIBITORS HERALD

A James Ormont-First Division
Picture, just completed in our
west coast Studios. We guarantee
this production, directed by Scott
Pembroke, will take the country by
storm.

FIRST DIVISION
DISTRIBUTORS, Inc.

729 Seventh Ave., New York City

conference Tackles Trade Practices

I D Hi it i

Proudly we acknowledge congratulatory messages
on “Big Parade's” big business from:

Madison, Detroit; Midland, Kansas City; M cVicker's, Chicago; Aldine, Pittsburgh; Criterion, Los Angeles; Regent (
Grand Rapids, Mic/i.; Majestic, Columbus, O.; Marion, Marion, Ind. ; Bellevue, St. Albans, Vt.; Corliss, Wood-
stock, hi. H.; State, Schenectady, N. Y.; Elmac, Maple Rapids, Mich.; Colonial, Reading, Pa.; Palace, Ashtabula,
O.; Liberty, McKeesport, Pa.; Norva, Colonial, Richmond, Norfolk, Va. ; Jefferson, Roanoke, Va.; State, Altoona,
Pa.; Strand, Syracuse, N. Y.; Shattuck, Hornell, N. Y.; Allen, Akron, O.; Washington, Maysville, Ky.; Utopia,
Painesville, O.; Henry Hall, Beeville, Sinton, Taft, Texas; Alhambra, Torrington, Ct.; Crown, New London. Ct.;
Rivoli, Portland, Ore.; Louis Marcus, Provo, Ogden, Twin Falls, Utah; Strand, Portland, Me.; Palace, Memphis,
Tenn.; Columbia, Washington, D. C.; Rialto, Monticello. N. Y.; Isis, Des Moines, la.; State, Canton, O.; Stillman,
Cleveland, O.; McCauley, Glenwood, Minn.; Sanborn, Wolfsboro, N. H.; Atlantic, Atlantic Highlands, N. J.;
Traco, Toms River, N. J.; Kelliher, Elkhorn, Wis.; Grand, Estherville, La.; Galli-Curci, Margaretville, N. Y.;
Hollywood, Petoskey, Mich.; Palace, Blackwell, Okla.; Pastime, Boone, N. C .; Essex Sc ]., Essex, Ct.; Brewster Hall,
Wolfsboro, N. H.; Arcade, Manchester, Vt., Weller, Alexandria Bay, N. Y.; McTod, Willoughby, O.; Chamberlain,
Mountainview, N. H.; Premier, Littleton, N. H.; Colonial, Bethlehem, N. H.; Opera House, Sanbornville, N. H.;
Rivoli, So. Fallsburgh, N. Y.; Lyric, White Horse River Jet., Vt.; Opera House, .Lancaster, N. H.; Court, Wheeling,
Pa.; Hall-in-Pines, Bretton Woods, N. H.; Strand, Buffalo, N. Y.; Curvitte, Corsicana, Texas; Newton, Hutchison,
Pittsburgh, Ks. ; etc. etc. etc.

AND HUNDREDS OF OTHER SHOWMEN

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

/vvvvvvvvWl/vi/vvVvwvvVvVV

It's the year of Miracles

It’s the year of Metro-Qoldwyn-Mayer’s

comes) BEN-

ITHE BIG PARADE

VOL. XXXI, No. 5

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription 83.00 a year. Single copies, 25 cents.

October 15, 1927

WuruIzer Organ

Dominates

Chicago

The above reproduction of a page of a Chicago Daily,
with check marks indicating theatres equipped with
Wurlitzer Organs, graphically reveals the dominance of
Wurlitzer Music in that discriminating center. Leading
Chicago exhibitors have found the Wurlitzer Organ best
adaptedfor motion picture presentation and entertainment.

NEW YORK

CLEVELAND

PHILADELPHIA

ST. LOUIS

CHICAGO

PITTSBURGH

BUFFALO
SAN FRANCISCO
CINCINNATI
DETROIT
KANSAS CITY
LOS ANGELES

A regular feature
in all these Chica-
go theatres in ad-
dition to those
checked opposite.

Astor Theatre

12 South Clark Street
Avalon Theatre

79th and Stony Island Aves.
Bryn Mawr Theatre

1125 Bryn Mawr Avenue
Century Theatre

1421 West Madison
Crescent Theatre

2915 Milwaukee Avenue
Drexel Theatre

858 E. 63rd Street
Elston Theatre

3167 Elston Avenue
Gem Theatre

450 South State Street
Grand Theatre

3433 West North Avenue
Hillside Theatre

1515 West 69th Street
Hollywood Theatre

1500 Fullerton Avenue
LaSalle Theatre

LaSalle and Madison
Lawndale Theatre

4019 West Roosevelt Road
Mid-City Theatre

615 West Madison
Parkway Theatre

11053 S. Michigan Avenue
Paulina Theatre

1339 North Paulina
Peoples Theatre

1620 West 47th Street
Plaisance Theatre

652 East 63rd Street
Schindlers Theatre

1009 West Huron Street
Terminal Theatre

3208 Lawrence Avenue

Factories, N. Tonawanda, N. Y.

EXHIBITORS HERALD

3

October 15, 1927

" We’re in the Tong run
speciaPclass now, Silver.”

and other leading
first run theatres
everywhere book
fred thomson in

w j e s s e james”

€| The public’s mood is for rough, tough melodrama — and here’s a blood-tingling
thriller! "Jesse James.” The bandit who rides hell-bent and fights with reins in

his teeth, two guns blazing in his hands, two more at his belt and a brace of

sawed-off shot guns lashed to his saddle. Bank robber, train raider, terrorizer.
$100,000 reward for his head — dead or alive — and he laughs at the law for 14

years! As ruthless and thrilling as "Underworld” ! Cfl No wonder leading theatres
everywhere are booking "Jesse James” for long runs !

ranking with "Underworld,” "Chang,”

"Way of All Flesh,” etc., as one of
the big specials of the year!

4

EXHIBITORS HERALD

October 15, 1927

October 15, 1927 EXHIBITORS HERALD 5

SHOWMEN

THE AGES -

The blare of the band . . . the shrill voice of the an-
nouncer ... the thud of horses hoofs ... the roar of
the crowd ... and BUFFALO BILL WHEELS
HIS SNOW-WHITE CHARGER INTO THE
VAST ARENA.'

THE SPIRIT of Col. William F. Cody . . . beloved Buffalo
Bill of a generation of brilliant showmanship . . . lives again
in the hearts of The Master Showmen of the World . . . animates
every star, director and author who pours his genius into FBO’s
Mighty Program of Greater Western Attractions!

Cheers broke from the throats of men, women and children
d, when Buffalo Bill swept into view. He was the idol of all
ff America . . . the favorite of the family !

FBO’S Western Attractions, like Buffalo Bill, Hit the Family
Trade Flush in the Heart! The invincible showmanship which
carried Fred Thomson to the heights . . . lifted Tom Tyler to
fame overnight and made him One of the Qreat Box Office
Attractions in the Western Field . . . and which has developed
jJig two young sensations of the hour ... Buzz Burton and Bob
Steele is the showmanship of Buffalo Bill , vitalized by the

Youth and Ingenuity of the Master Showmen of the World !

■

- . ■ "■■■■■

!

5,000 SHOWMEN CAN’T BE WRONG!

6

EXHIBITORS HERALD

October 15, 1927

It is no accident !

THAT the same producer, within a single year, has
brought to the screen "What Price Glory,” "7th
Heaven,” " Loves of Carmen,” and now — " Sunrise ”
(being shown only at the Times Square Theatre in
New York) — is not a matter of luck.

The sound judgment, fine business-sense, keen showman-
ship and courageous financing shown in these outstanding
triumphs are reflected in the entire product destined for
your screen. You can now confidently depend on these
qualities in the preparation of pictures from

FORTHCOMING ATTRACTIONS

"EAST SIDE, WEST SIDE”

George O’Brien Virginia Valli

"THE GAY RETREAT”

Sammy Cohen Ted McNamara

"HIGH SCHOOL HERO”

Sally Phipps Charles Paddock

"PUBLICITY MADNESS”

Lois Moran Edmund Lowe

"PAJAMAS”

Olive Borden

Lawrence Gray Jerry Miley

"VERY CONFIDENTIAL”

Madge Bellamy

Patrick Michael Cunning Mary Duncan

"LADIES MUST DRESS”

Virginia Valli

Lawrence Gray

Earle Foxe

"7th HEAVEN”

Janet Gaynor Charles Farrell

TOM MIX JOHN GILBERT BUCK JONES

Westerns Reissues Westerns

WHO PLAYS with FOX PROFITS with F 0

October 15, 1927

EXHIBITORS HERALD

7

* :

x

TE^MS WITH /

LAUGHTER /

oi N'u' hx/i &/c

AND I’WlSiAX

nights

WILLIAM FOX PRESEATS

THE GAY RETREAT

with

SAMMY COHEN and
TED Mc NAMARA

The Comedy Team from "WHAT PRICE GLORY”

11

THEIR FIRST BIG
LAUGH FEATURE

Story by

William Conselman and Edward Marshall
Adapted by

Murray Roth and Edward P. Moran

BEN STOLOFF
Production

Just completed
a hilarious week’s
run at the

ROXY

THEATRE, N.Y.

Watch for their
next Big
Laugh Sensation!

8

EXHIBITORS HERALD

October 15, 1927

ims^gess.

/

^ week o/

S.RO

\attbe

XcentialTheatw

\B‘way. 7/cto York:

Victor Hugos

Les i

Miserable!

A Universal Film
France Trium

Presented

Universal'S jCont, i

October IS, 1927

EXHIBITORS HLRALD

9

WgtfSs! Tir^onlf/

■

tec°x

OV^'

t„ ^ea"Vatie9'

.\>e^ Coast

'^to

>Ve

7

Paul

LENI

Vrodu siHon^s

■o e^o>

\\ ^oVl6 A V)^sV° \ VouSe&. tV6***®' ^Ve»tte’

cS'- ^

atvc^c°; ^“Ca?aC^attt^otV. Uo ^earTaVeatV’

^6^t6' 0^ce sS"^^a tte,^ X)^S '

r aAtoV Vo- &^cces ^e^'. . G^e1

Vro^C,^-- BtC"

ce,U°^ ^ V^atS^a^°ra

1 e% V ' 't-oVW Latv\eV’ * Vv<v ^

V otteSt ^ s

tre&

Cot?-'

V)ett‘

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Get.1

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7!kC2l J tk*

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trl Laemmle

V.-- ; ^

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//

10

EXHIBITORS HERALD

October 15, 1927

Next Week —

^JpHE Box Office Record and
Equipment Index will be
distributed as Section Two of
the October 22 issue of
Exhibitors Herald.

Watch

for

Section

II

of

next

week’s

issue

rr

Watch for it! And Hold on to
it! It is the most valuable ref-
erence book published in the
motion picture industry. It is
a positive guide to the box
office value of the picture
released during the past six
months. It is an encyclopedia
of the equipment available to
make theatres more attrac-
tive, more comfortable, more
safe and more efficient.

THE LIFE OF THE PARTY

C

Raich.
w ho

h a ts Hal
H £'5 the Ruy
took 5 h ort s u bj ec ts
out of t h e"t i m e f i II C k
c I ass and put them )

into the ’ho use '
filler" c I a ss

/ i m p ay J n p-
pRrtiC.u Ian
tten ti on to
S hoK ts this
y car an d
[ find my
Kcce-i p ts
Are incKcas-,
lnf daily/

Those
Kids

|h\t/

f \ wondered what
M.G M would do
with i ts n e ws Lee
and I've yot to hand
1 1 to those boys
a/a in for turning

oi9taNcws thats fS
of pe p an cl originality
Any th i ng- that M G.M
tout hes is class.

Yep its a 1 1 v

wire out fi t,
no mis take
and the way
they've /nd
into S no r ts
^proves i b.

Ifyoui haven't played the
Oddities yet you've ‘tot a
b i 9~ s u / • p V i s e com mvTkyn
wonder fu I ly in teres tin/, —

1 1 ttl C 5 u bj ects made b/ *■ — -s
UFA al I over the wo y I cl- My
people love them MG M

IS t h e o n I y co m n an
w t thi s type of j

p i c

X

you can
ure

froiTi. Once you get to
know them you'll never
op usinj? them One

df'vt seen two

Com ed les from M C> M so
fat and 1 confess thyttT
Roach'S rascals are even
better than they used
~l to bc.YocA know
w h ae th at C
meaaWatch ,
fo r’T h c O I d Wal lop]
andYalevj Ha a vara

ey re /e m s /

/look at Charley Chase ]

and M ax DavidsonYou t
can' t name two stats in
thcS h or t5 object field
to even touch those boys
Charley Chase draws like
a feature and Davidson
I predict will be justas
bC D i d you see me Second
Hundred ye at?" ItsaRoachJ
All-Star axtd its one ofj
thm u nicest ever/

Tt paysloV
use thc.bcsta
pmedi es MyJ
p a tro ns ; -
know tbe .
'difference;

'Tho$e M-GM- C1 read

Events com p le tef-
M.G. M's shorts!

t

m

Sold
on 'em
Le ts tuTA
over th i s

They're 1 1 ttledraram
bastdon bistoryand!
Ctil in colorlplayecl

The'-' ,r"

no y auch tnee
applauded 1 1
p-ot o-oo d

S >.

X?*

’X**.

,n Tech ni co/or | j

(8> QutLETIN BOARD^l)

NEW YORK, N. Y.-

The beautiful Embassy Theatre is enjoying better business with “THE GARDEN
OF ALLAH” than ever before in its history. Records established with “The
Merry Widow” and “Tell It to The Marines” are now surpassed. The Embassy
plays twice daily at $2 admission.

PHOENIX, ARIZ.—

Newspapermen and photographers are still congregated here covering Metro-
Goldwyn-Mayer’s Flying Lion stunt. Thousands of words have been telegraphed
from this city to all points concerning the novel airplane and its Lion passenger
whose rescue from the desert is now accomplished. Leo will continue his triumphs
on tour.

ALBANY, N. Y.-

Local M-G-M office reports “The Big Parade” has broken all records at Rialto
Theatre, Monticello; Weller Theatre, Alexandria Bay; and Gayety Theatre, Inlet,
N. Y. Every day brings additional reports.

DETROIT, MICH.—

New theatres opening in Michigan favor M-G-M pictures. The last four houses to
open are Temple, Saginaw; State, Kalamazoo; Ramona, Detroit; Wayne Theatre,
Wayne. The first two are Butterfield Theatres, the latter are Koppin houses. M-G-M
leads in this state.

ASBURY, PARK, N. J.

An unusual situation arose here when local theatre after running “Ben-Hur” has
now contracted to bring it back soon for a full week, the return beating the first
engagement. Metro-Goldwyn-Mayer is commanding public interest here.

I rcmcm ber

when o th c y
comp an i e s
wore Foremos
i n t h c news
Mow i b s

Mcbro-Gol J w\
Mayer

Vo u bet/ Anc( those

M G-M fellowsare

w i se. They're not
res to ng~ on thei r ^

Morels like former
eaclers. They Vo
Go i n 9- r i ah t ahead
Mtna do i ng- better^
n ad I the time ~

PATHE

presents

Story and Screen Version.

by FORD I. BEEBE-"

“You can always count on an ingeniously
conceived plot that holds the interest, plenty
of excitement, tense melodrama and a lot
of action in a Leo Maloney western, and

‘Border Black'

Malonev

birds’ his new-
est for Pathe
release is no
exception”
says M. P. News

A scene at the famous
Leo Maloney ranch —
an ideal place for the
making of superb

Pathe Exchange. Inc.

Oe Mille Studio Pictures - pathe news

pathe' westerns - patheserials - Path e'co m e d i es

"

Timely I'ihus, Inc., finwu/it

C. S. CLANCY, presents

WILL ROGERS

“Our Unofficial
Ambassador
Abroad ”

Seven One Reel Pictures During 1927-28

12 MACK SEN NETT

Girl Comedies

J with

MACK SWAIN, DAPHNE POLLARD,

STERLING HOLLOWAY, DOT FARLEY
and the famous Sennett Bathing Beauties
Two Reels Each

Many Sequences produced in Technicolor

MACK SEN N ET T-presents

The Smiths

The Most Famous Screen Family in the World
featuring

MARY ANN JACKSON,

RAYMOND McKEE and RUTH HIATT

A Series of Twelve. Two Reels Each

12 Mack Sen nett
Comedies

with

BILLY BEVAN, ALMA BENNETT,

VERNON DENT, MADEUNE HURLOCK
and a host of others

Two Reels Each

CrtARLIE CHASE

Hi

Eoanh

PRESENTS

OUR GANG
COMEDIES

CHARLEY

CHASE

COMEDIES

ROACH STAR
COMEDIES

in two comedy
knockouts never
before released

"FIDDLESTICKS”

{ 2 reels }

"SOLDIER MAN”

{} reels }

Pafhe Exchange. Inc.

W-

OeNille Studio Pictures - Pathe news

PATH^ WESTERNS - PATHESERIALS - PATHECOMEDIU

■*-

REASONS

lohu

Pathe has the
best shorts

October 15, 1927

GREATEST STARS - GREATEST
(TORIES- GREATEST PRODUC
TIOM ASSETS IN HI/TORY.'

R M A TALNADGE

in “Camille”

COLLEEN MOORE

in “Lilac Time’’

CONSTANCE TAL MADGE

in “Breakfast at Sunrise*’

RICHARD BARTHELMESS

in “The Patent leather Kid”

An Alfred Santell Production

“The Sheeherd ot the Hills” by

HAROLD BELL WRIGHT

WILL ROGERS

in “A Texas Steer”

THE GORILLA

An Alfred Santell Production

L O U I S I A

A George Fitzmaurice Production

Starring Billie Dove

The Private Life of HELEN OF TROY

with Maria Corda and Lewis Stone

THE HI RAGLE

Max Reinhardt’s Epoch Making Stage Spectacle

ROSE OF THE GOLDEN WE

A George Fitzmaurice Production
with Mary Astor and Gilbert Roland of “Camille”

THE B ARKE

A George Fitzmaurice Production
Kenyon Nicholson’s play produced on the stage by George Wagner

NILTON SILLS

A Special Announcement to be made later

WEEK AFTER WEEK

Joseph M. Schenck
Presents

NORMA TALMADQE

In

CAMILLE

A Modern Version '

With

Gilbert Roland

Screen story by Fred de Gresac

A Fred Niblo Production

any way. you

YEAR A

a GEORGE
FITZMAURICE

PRODUCTION

If you want to LEAD
your theatre NEEDS

Colleen it the "GREATEST BOX-OFFICE STAR IN

PICTURESr'—Ex/iibitors Herald.

She’s set now for her greatest year*

"Lilac Time" is slated as the BIGGEST SPECIAL of
her carreer.

It's from the famous stage Play by Jane Cowl and
Jane Murfin which set a Broadway record.

It's a George Fitzmaurice Production - and that
means plenty to any box-office.

It will be Presented by John McCormick who gave
you all her great past successes.

i

Ye/-/IR!

ttPIR/T
NATIONAL/
YEAR

Perfect vehicle for Conme-fast
stepping comedy with hilariou
complications.

Direction by Hal St. Clair has pui
CLASS in every sequence.

One of the famous French farce:
your patrons have heard sc
much about.

A lavish Joseph N. Schencl
production.

The Star who stuffed your strong
box with “Her Sister from
Paris'' and “Her Night ol
Romance."

Advertised to millions In a special
Constance Talmadge issue
of "Liberlv"-the first time
any Star has ever been
featured in this way!

Joseph M. Schenck
Presents

CONSTANCE

TALMADGE

BREAKFAST
AT SUNRISE

With

Don Alvarado
Screen story by Fred De Gresac
From the French play
by Andre Birabeau
Adapted by Gladys Unger

A Malcolm St.Clair Production

■■■PATENT

_

io H°l‘°n

. 1 ,M„

York ^ftnWo^* tot

» «**,j s-^V-ar '

c'nC!7iuferr •*• t\i
* ^ •r.^«ce?^o«e ot »

ftfjbauw*' uip".*' , rf

aW tc'

i picture* 0 . bc$tf *aY

»"fr «..«w‘e‘^'

*et$* ^ (oittaf4

y iiu clO^C ^

■Ve.iC?!lu'$ dfcjjjjf. Tewec^

•^1(peci»liJP>>5- «LpiCTUOE\^P^^ *j<.V.tm?r"y^'

fVW

AN

ALFRED

SANTELL

PRODUCTION

Richard A. Rowland

Present*

RICHARD

BARTHELMESS

In

THE PATENT
LEATHER KID

By

Rupert Hughes
An Alfred Santell Productioi
Directed by Alfred Santell
Production Manager Al Rockett
Titles by Gerald C. Duffy
Scenario by Winifred Dunn

Richard A. Rowland

presents

THE SHEPHERD OI
THE HILLS

by

HAROLD BELL WRIGH'

with MOLLY O’DAY

Alec Francis — John Boles—
Mathew Betz

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Directed by Alfred Santell

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Richard A. Rowland
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with

MARY ASTOR and GILBERT ROLAND
Adapted by Bess Meredyth

From the story by Minna Caroline Smith
and Eugenie Woodward

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presents

THE PRIVATE LIFE O

HELEN OF TROl

by John Erskine with

LEWIS STONE,
MARIA CORDA and
RICARDO CORTEZ

Written for the Screen
and Produced by Carey Wilso
Directed by Alexander Korda

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In all theatrical history there has been no produc-
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And it will give You 6 fan-draws in 1 big show—
BILLIE DOVE, GILBERT ROLAND,

NOAH BEERY, ARNAND KALIZ,

LUCIEN PRIYAL, PAUL VINCENTI.

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America's greatest wit at the pinnacle of his fame-radio and press
have trebled his reputation in the oast two years.

SERS HIMSELF will write the TITLES-they’ll be worth the price
of admission alone!

by Richard Wallace, who made *• McFadden's Flats”.
» shot on the spot In the Senate. White House, etc.— for the

greatest NOVELTY Special of the year!
a CAST Sam Rork has given it!

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LOUISE FAZENDA

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EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-16 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 49

Presentation Acts 50

The Theatre 62

The Film Mart 60

Classified Advertising 66

The Box Office Ticker 65

“What the Picture Did for Me” 67
FEATURES

Los Angeles, by Ray Murray.... 42

Re-Takes 41

Pictorial Section 43

Service Talks, by T. O. Service 59

Letters from Readers 64

Chicago, by W. W 74

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate card3 and Audit
Bureau of Circulations statements
furnished upon application.

In This I

ssue —

GOVERNMENT will take hand in regulation of motion picture
industry unless industry itself corrects certain conditions, Fed-
eral Trade Commissioner strongly intimates at conference; Sydney
S. Cohen attacks block booking and Paramount.

STEFFES theatre bombed in four weeks’ Twin City strike; Police
guard all houses after second explosion; Negotiations cease;
Exhibitors’ vigilance reduces stench bomb hurling.

r'T'RIPLE attack made on Hays and M. P. P. D. A.; Canon Chase’s
X move is step to obtain federal regulation; Hodkinson charges
unfair trade methods; American-lrish Vigilance Committee acts.

T NDUSTRY pays final tribute to Sam Warner; Death follows
X series of operations; Family attends private services in chapel at
Hollywood; Vitaphone rendition by A1 Jolson is given at studio
service.

OOLl’S 1 9 theatres bought by Schulman,
Gordon associate; 25 millions reported

price paid for chain Four houses to be

built in Brooklyn for Paramount lease.

'T'OTAL releases to be fewest in years,
says Pearson after visit to Hollywood;
“Common sense acquiring domination
over industry,” declares Pathe vice-presi-
dent.

T NCOMPETENT S weeded out of studios,

declares Lasky Pictures being made

with efficiency and economy never seen
before, Paramount executive says in East.

ALLUP “bombs” A. M. P. A. out of
lethargy, demands action; New presi-
dent insists on return to original principles
— “Roxy" plans play yard atop theatre.

FOX Films’ “Loves of Carmen" (not
“Carmen”) opens at the Carthay Cir-
cle in Los Angeles Ray Rockett sails to

supervise First National’s German pictures.

DR1T1SH censors pass “War Hawks”
despite proposed ban; New renting

company is floated in England Public

opinion says thumbs down, so Charlotte
bans Sunday shows.

JUDGE denies Cullen writ in fight film
case; Grand jury quiz starts in New
York, with pictures seized at four theatres
Managers of three Stanley houses ar-
rested.

TV/f 1CHIGAN M. P. T. O. postpones con-
1VJ. vention until October 18 and 19 at

Jackson Exhibitors of Oklahoma meet

October 3 1 and November 1 at Okla-
homa City.

C TERL1NG PICTURES CORPORATION

CJ is completely reorganized with Henry
Ginsberg president, Joe Rock vice-presi-
dent and general production supervisor,
and 1. L. Walenstein secretary and treas-
urer.

Box Office Record and Equipment Index Will
Appear as Section Two of Next Week’s Issue

30

EXHIBITORS HERALD

October 15, 1927

EXHIBITORS

HERALD

(dhe independent Srade ^ 'aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI October 15, 1927 No. 5

Erin Go Bragh

THERE are many reasons why the writer of these lines
should be entirely sympathetic toward any justified
protest against any motion picture that would be guilty
of holding the Irish race and the Catholic religion up to
public ridicule and contempt. A thorough-going Irish
ancestry and a profession of Catholicity are among these.

However, the clamor that has been raised about certain
pictures containing what is offered as Irish characteriza-
tions impresses us as decidedly much ado about nothing.
Throughout all picture-making history practically all
nationalities and races have been the target of an occa-
sional fling and even if the recent pictures offered some-
thing that was displeasing to Irish ideas and ideals, those
who have precipitated the present agitation should real-
ize that the score still stands very much in favor of the
Irish.

As a matter of fact — for some reason, shall we say
merit? — the Irish on the screen, the stage, in the humor-
ous journals and elsewhere where comedy is sought for
have regularly been presented on the favorable side of
the quip, with the Jew, the German, the Englishman, the
Italian, the Frenchman and the others hearing the sting
for the sake of the humor and comedy.

But now the Irishman, fulfilling perhaps the charac-
terization which has been placed upon him, rises up in
violent search of a quarrel. It is even reported that the
American Irish Vigilance Committee (whatever that is!)
and associated Irish organizations have filed a report with
the Federal Trade Commission asking the removal from
office of Mr. Will H. Hays because he has permitted the
distribution of the objectionable pictures.

A recent issue of the humorous weekly, “Life,” carries
the following:

Mr. Callahan: Did you protest against showing the
Movie that represents the Irish as disorderly?

Mr. Murphy: Did we? We wrecked the place!

We do not think that Mr. Hays should be banished
from office because these pictures were let out. As a mat-
ter of fact, we happen to know that Mr. Hays labors very
zealously to keep from the screen material that may he

deemed objectionable by any class of people, even if there
appears at the moment only a flimsy basis for the objec-
tion. In the case of one of the “Irish” pictures Mr. Hays
wrote a letter to Frances Marion, the author of the script,
deploring the situation which had been created by the
picture. Frances Marion being partly Irish in heredity
and decidedly Irish in temperament wanted to fight to
prove that there was nothing in the picture over-empha-
sizing the belligerent characteristics of the Irish.

The pictures which the American Irish Vigilance Com-
mittee (and to think that in New York with Smith run-
ning the state and Olvany and Walker running the city
there needs to be an Irish Vigilance Committee!) speci-
fically enumerates as “grossly libeling” the Irish are “The
Callahans and the Murphys,” “Irish Hearts,” “The Sham-
rock and the Rose” and “The Garden of Allah.”

Pictures with such beautiful names as “Irish Hearts”
and “The Shamrock and the Rose” must be pretty bad to
be considered objectionable. With reference to “The
Callahans and the Murphys,” which seems to be the storm
center of the controversy, we have an authority of impor-
tance to introduce. He is Mr. Tom Moore, the actor. Mr.
Moore knows something about pictures and something
about Ireland and the Irish. With respect to the latter,
he was born in Ireland. Which fact might render him
ineligible to participate in the controversy in the eyes of
certain Irish-Americans who have learned about Ireland
from something which somebody’s uncle told to their
grandmother. However, Mr. Moore says he has seen “The
Callahans and the Murphys” all the way through and that
he was not seized with an impulse to wreck the theatre.
In fact, he says it’s a good and funny picture.

“The Garden of Allah” as a widely popular novel and
stage play of a dozen years ago was not objected to by the
Catholic Church authorities, for the very good reason
that there was nothing objectionable in it. A motion pic-
ture version produced 10 years ago by Col. W. N. Selig
was not objected to for the same reason. The present
M-G-M motion picture version of the story is the finest
and most beautiful rendering the story has received. It is
entitled to less objection than any of its predecessors be-
cause it is done with great skill and greater beauty. The
Catholic Church does not wish to encourage the theatrical
use of characterizations of its men and women who are
identified with religious orders but this is quite another
matter than pronouncing as objectionable a picture which
contains characterization such as does “The Garden of
Allah.”

The picture contains the identical elements which the
novel contains and the novel has been freely circulated,
without protest, for at least 15 years.

These protests, to say the least, strike us as being a
little more vehement than the facts warrant.

* * *

Sam Warner

THE death of Mr. Sam Warner is a distinct shock to
the trade and to his myriad of friends within the
trade. Mr. Warner was one of the most energetic and
capable of the younger executives of the industry and his
death coming to him while in the full vigor of manhood
is a wholly tragic occurrence.

Mr. Warner’s career, although so abruptly halted, still
has been so successful that it will remain as a comforting
memory to his family and friends.

October 15, 1927

EXHIBITORS HERALD

31

Industry Must Clean House or
U. S. Will, Warns Commissioner

Hays Says Nothing
Contrary to Public
Policy Will Be Done

States That Association Does Not
Control Practices of
Members

(Special to the Herald)

NEW YORK, Oct. 11.— The M. P.
P. D. A. has no authority over the busi-
ness policies of its members, and has
no authority over such trade practices
as block booking and protection, though
the members “separately and individu-
ally are deeply interested in these
things,” Will H. Hays, president, de-
clared in his address at the conference.

“The motion picture industry is pecu-
liarly a product of the sunlight,” he said.
“It has survived and grown and thrived
in the light of public favor. It is a
great public enterprise, publicly con-
ducted. Every man in the picture busi-
ness, whether as producer, distributor
or exhibitor, can tell of the eager, con-
stant, active participation of the public
in every branch of the industry. These
same men can also testify that the whole
design of every process in the industry
is to meet and to gain public approba-
tion. It is fitting and desirable, there-
fore, that we should take advantage of
every opportunity such as this one. We
welcome this setting provided by the
Federal Trade Commission to disclose
the whole workings of the industry to
strictest public scrutiny.

“Men of the industry in this room
represent investments of more than two
billion dollars — dollars of hundreds of
thousands of stockholders and owners. They
represent the results of lives of hard work,
thrift and sacrifice. They represent es-
sential public service. This meeting of
responsible business men and women,
gathered for a responsible purpose, will,
of course, develop a succession of for-
mulae that will bring better service to
the public.

“Certainly nothing will be done
that is against public policy.
There will be discussion of profits
and losses, which is proper. Every
branch of the industry wants
every other branch to prosper,
and the whole structure rests upon
the favor of the public. If the
public is pleased, the entire indus-
try thrives and grows.

Inevitable Chaos at Start

“In the beginning there has been the
inevitable chaos. In the earlier years
the mere physical and mechanical ex-
pansion of the business of making and
selling and showing motion pictures was
s© swift and so great that there was
neither time nor mood to consider ade-
quately the moral, the educational and
the public responsibilities inherent in
this new phenomenon. As it grew and
began to overwhelm the people engaged
in what was then called the motion pic-
ture “game,” a reckoning became impera-
tive. Order had first to be established
before an industry could be set up and
prepared for its full growth.

“The whole basis of the development
has been and is, I repeat, public confi-

( Continued on following page )

Self Regulation or
U. S. Interference ,
Industry’s Choice

Federal Commissioner Denies
Parley Is to Get Evidence
For Prosecution

( Special to the Herald)

NEW YORK, Oct. 11. — Intimating
strongly that unless the motion picture in-
dustry adopted a policy of “self-regulation”
it might be necessary to regulate the prac-
tices of the business by “public authority,”
Abram F. Myers, Federal Trade Commis-
sioner, declared that the purpose of the
Trade Practice Conferences which opened
here yesterday was “to afford a forum for
a full discussion of the practices of the
industry.”

Contrary to reports, he said, the confer-
ences were not being held for the purpose
of gathering evidence on which to prose-
cute persons and corporations.

In his keynote speech, Commissioner
Myers said :

“This meeting was called at the sugges-
tion of the Federal Trade Commission and
in a measure is the outgrowth of the com-
mission’s proceeding against Famous Play-
ers-Lasky Company.

“In a broad sense it is a gather-
ing of the industry for self-regula-
tion in respect of certain practices
which have given rise to complaint
and which but for the corrective
action here to be taken might lead
to regulation by public authority.

“It is the policy of the Federal Trade
Commission to encourage self-government
in industry, and to avoid superimposed
governmental regulation whenever possible,
because it realizes that those who are best
acquainted with the peculiar problems of
an industry are best equipped to govern it.

Says Litigation Avoided

“To date the commission has held 23 suc-
cessful trade practice conferences which
have resulted in the adoption of codes of
fair practice in as many industries.

“Not only have the results been good
from the standpoint of meeting the peculiar
needs of those industries, but much litiga-
tion, annoyance and expense has been saved
the industries and the commission.

“Self-regulation is a relative
term and does not mean that an in-
dustry may regulate its practices
solely in its own interest and with-
out regard to the rights of the pub-
lic. It is obvious that those who
cry loudest against government in
business do so with mental reser-
vation, since to take all govern-
ment out of business would mean
to repeal all incorporation laws
and to withdraw tariff protection
and many privileges which are
purely governmental in character.

“What we mean by self-regulation is
voluntary conformity to standards of fair
dealing and the law. It is the purpose of
the commission to aid in the reconciliation
of business and the law in every proper
way.

Astounded by Facts

“It would be folly to attempt to mini-
mize the importance of the public interest

( Continued on following page )

R. F. Woodhull

Will H. Hays

Louis B. Mayer Sydney S. Cohen

Challenge

Exhibitor

Delegates

Cohen Attacks Famous
In Address Before
Conference

By JOHN S. SPARGO

NEW YORK, Oct. 11.— If the mo-
tion picture industry does not clean
house of its own accord, the govern-
ment will do the cleaning for it. This,
conceded by most of those present at
the Federal Trade Practice Confer-
ence as the gist of the opening ad-
dress of Federal Trade Commissioner
Abram F. Myers at the sessions in
the Law Association building, played
an important part in the activities of
the first two days’ meeting of the con-
ference.

Outstanding developments of the
two days were:

Exhibitor delegates indicated
from the start that they were
ready to fight to the last ditch for
their rights.

Battle lines were being drawn
for decisions on the three big
problems of protection, block
booking and the uniform contract.

Denny Harris of Pittsburgh
charged “gag rule” when a resolu-
tion was adopted that a simple
majority of exhibitors should de-
termine the action of that group.
Two hours of wrangling in the ex-
hibitor group forced redrafting of a

(Continued on page 34)

32

EXHIBITORS HERALD

October 15, 1927

Scouts Idea of Unfair Tactics

Commissioner Is Confident Industry
Will Find Solution for All Problems

( Continued from preceding page)

in the conduct and regulation of the motion
picture industry. Great as I knew the in-
dustry to be, I was astounded to learn that
it is rated fourth among the industries of
the United States ; that it includes more
than 20,000 theatres; that the total invest-
ment of the industry is in the neighborhood
of $1,500,000,000 and rapidly growing; that
more than 7,000,000 people attend these ex-
hibitions daily, and that the daily admis-
sions amount to more than $2,000,000.

"So potent a factor is this great
industry in the economic, family
and social life of the country that
its proper conduct is a matter of
the gravest public concern.

“Fortunately, the motion picture
industry has recognized its pecu-
liar obligation to the public in the
suppression of salacious pictures
and in many other ways. Far be-
yond the most of our industries
this industry has shown an apti-
tude for self-control.

“To meet the situation for which the
meeting was called it was necessary that it
should be a truly representative gathering.

“The letters sent out by Mr. Flannery
made plain that the delegates are to have
no affiliation with producers or distributors
and that one delegate from each zone must
represent chains of theatres consisting of
groups of five or more and that the other
delegate must be selected from among the
owners of one, or less than five theatres.

Calls Method Practicable

“It will be recognized that this is the only
practicable method of selecting delegates
from the vast number of unaffiliated exhibi-
tors; that it is eminently fair, and that the
delegates so selected are in fact truly rep-
resentative and qualified to record the senti-
ments of all divergent interests among ex-
hibitors of this class.

“It is natural that such a gather-
ing should spur certain interests
to seek not only the recognition
and protection to which they are
entitled but also preferences and
advantages beyond their due. I be-
lieve, however, that when the con-
ference begins its work the dele-
gates will be governed by a spirit
of moderation and fair play and
will not endanger the success of
the undertaking by obstructive
tactics, or by advocating measures
outside the purview of the meet-
ing, or by selfish insistence on
measures to which they are not
fairly entitled.

“This affair has attracted much attention
and the public and the press will note well
what occurs here. Whatever resolutions are
adopted and whatever steps are taken must
represent the free expression of the ma-
jority of the conference. Any attempt to
control the deliberations of this assembly,
or to prevent free discussion, or to obstruct
progress must be answered for in the court
of public opinion.

“One of the main objects of this meeting
is to enable the industry, if possible, to
adopt some arrangement regarding the mar-
keting of films which will be in keeping
with the spirit of the order (prohibiting

block booking) and make unnecessary
further litigation on this subject.

“Judging from the clippings and
correspondence this order was
favorably received by the public
and by a considerable portion of
the trade. There is abundant evi-
dence of a widespread and deep-
seated conviction that films ought
not to be marketed under any plan
which makes it incumbent upon an
exhibitor to purchase films that he
does not want in order to acquire
films that he does want, because
the exhibitor is best acquainted
with the tastes, preferences and
prejudices of his patrons, knows
best what will please and what will
offend.

“These correspondents and editorial writ-
ers appear to feel that to afford to the ex-
hibitor the freedom which he should have
in the selection of films acceptable to his
audience, he should be relieved of the loss
involved in shelving an undesirable picture
on which he must pay the full rental in ad-
dition to paying for a substitute picture.
The exhibitor, they contend, can not al-
ways withstand the economic pressure to
show the undesirable film, particularly if he
is operating a small neighborhood theatre.

“I am acquainted with the historical back-
ground of block booking and with the prac-
tical difficulties involved in the abandon-
ment of modification of the system ; but I
lay the problem before you fully confident
of your ability to work out a solution which
will be fair to the exhibitors and distribu-
tors alike and which will enable the public
to place responsibility for the showing of
unsuitable films with that branch of the
industry with which it has contact and will
preclude the excuse behind which the ex-
hibitor always hides, namely, that he is the
victim of a vicious system of distribution.

“ The purpose of the meeting is
not, as some of my correspondents
have supposed, to obtain evidence
on which to prosecute persons and
corporations engaged in the mo-
tion picture industry; it is not to
tear down or rebuild the funda-
mental organization and structure
of the industry; it is merely to af-
ford a forum for a full discussion
of the practices of the industry
which may be fairly comprehended
within the expression ‘methods of
competition’ as used in Section 5
of the Federal Trade Commission
Act.

“You have an oportunity to determine for
yourselves what are the unfair and unde-
sirable practices in your industry and to
frame suitable resolutions.

Offers Basis for Action

“The resolutions when adopted are trans-
mitted by the presiding commissioner to the
full commission with his report and recom-
mendations. When the commission has ap-
proved a particular resolution it becomes
the standard of fair practice for the indus-
try and the commission will undertake to
enforce the same by proceeding against a
recalcitrant minority who may seek an un-
fair competitive advantage by continuing
the prescribed practices.”

Hays Says Nothing
Contrary to Pabiic
Policy Will Be Done

( Continued from preceding page )

dence and good will. More than one
million people in New York and immedi-
ate vicinity every day, getting their
relaxation and principal amusement from
pictures — with twelve millions every day
in this country alone, give a vote of
confidence of the very first quality, but
also measure exactly our duty.

"It is indeed a vote of confi-
dence that cannot be ignored
either by the friends or critics of
pictures. The public, through its
loyalty to its most important
amusement, stands ready to de-
fend it, if need be, from the small
minority that, like the savage,
would shoot arrows at the sun to
blind it, but that same public, be-
cause of that same loyalty, stands
ready to destroy this industry if
at any time it proves false to its
public trust.

On March 5, 1922, the Motion Picture
Producers and Distributors of America,
Inc., came into being, with nine of the
leading producers and distributors as
members. Today, that association has
twenty-six members.

“The motion picture industry did not or-
ganize itself to restrict competition, to
form a monopoly, or to oppress any inter-
est. That, of course, it would not nor
could not do. It organized to establish a
body of business ethics and a body of
trade practices to the end that its own
growth might be orderly and disciplined.

“There will be no misunderstanding, I am
sure,” Mr. Hays went on “between those
responsibilities which are peculiarly a part
of our association’s business and those
which are not of the association’s immediate
concern. The association has nothing to do
with the direct competitive matters of the
industry, has no authority over the business
policies of its members. The association,
as such, of course, has no authority rela-
tive to competitive trade practices such as
protection and block booking. The mem-
bers of the association separately and in-
dividually are deeply interested in these
things.

“Personally, I am very certain indeed
that there are trade practices, both non-
competitive and competitive within the in-
dustry, that can be improved upon, and I
do indeed suggest that this occasion chal-
lenges the best thought of and the most
unselfish consideration by all of you to
the problems which are at hand.

“We set ourselves up here and
now to answer these questions :

“In what ways, if any, are any
prevailing trade practices of the
industry out of line with its own
best interest and the public inter-
est? How and why are the dif-
ferent branches and factors of the
industry working against each
other? What will we do together
properly and fairly to alleviate
the difficulties and establish ways
of free opportunity and of sure
justice and of larger service?

“Let us find an answer to these ques-
tions, and we will have justified all the
time and labor we will expend here.

“I have an abiding faith in large ac-
complishment.

October 15, 1927

EXHIBITORS HERALD

33

Industry Offers Code of Ethics

Producers

(Special to the Herald)

NEW YORK, Oct. 11.— Louis
B. Mayer, chairman of the pro-
ducers’ division at the Trade
Practice Conferences now in
session in New York, presented
the following resolutions,
which are held by this group to be self-regulatory. These
resolutions will be acted upon by the conference as a whole.
They follow:

“Whereas, the members of the Motion Picture Producers &
Distributors of America, Inc., in their continuing! effort to
establish and maintain the highest possible moral and artistic
standards of motion picture production are engaged in a
special effort to prevent the prevalent type of book and play
from becoming the prevalent type of picture; to exercise every
possible care that only books or plays which are of the right
type are used for screen presentation; to avoid the picturiza-
tion of books or plays which can be produced only after such
changes as to leave the producers subject to a charge of
deception; to avoid using titles which are indicative of a kind
of picture which could not be produced, or by their suggestive-
ness seek to obtain attendance by deception, a thing equally
reprehensive; and to prevent misleading, salacious or dis-
honest advertising.

“Now, therefore, be it resolved by the board of directors of
the Motion Picture Producers & Distributors of America, Inc.,
that said association does hereby reaffirm its determination
to carry out its purposes above set out; and does hereby re-
pledge the best efforts of the members of the association to
that end; and does hereby further declare that they will not
produce or promote the production, distribute or promote the
distribution, exhibit or promote the exhibition, or aid in any
way whatsoever in the production, distribution or exhibition
by the members of this association or by companies subsidiary
to said members or by any other person, firm or corporation
producing, distributing or exhibiting pictures, of any picture
or pictures by whomsoever produced, distributed or exhibited,
which because of the unfit character of title, story, exploita-
tion or picture itself, do not meet the requirements of this
preamble and resolution or hinder the fulfillment of the pur-
poses of the association set out herein.

“And, whereas, in carrying out the purposes of the afore-
said resolution, when any company member of the Motion
Picture Producers & Distributors of America, Inc., is offered
the screen rights to a book or play of a questionable nature
its representatives immediately inform the offices of that asso-
ciation; and if the judgment of the member company to the
effect that the picturization of the subject matter is inadvisable
is confirmed, a notice is sent to all the other member com-

panies giving the name of the
objectionable book or play; and
such company members thus
having their attention directed
to the subject in question have
the opportunity of avoiding the
picturization of the novel or
play. Resolved, that this is a fair trade practice.

“Resolved, that those things which are included in the
following list shall not appear in pictures produced by the
members of this association, irrespective of the manner in
which they are treated:

“3. The illegal traffic in drugs;
“4. Any inference of sex per-
version ;

“5. White Slavery;

“6. Miscegenation;

“7. Sex hygiene and venereal
diseases;

“8. Scenes of actual child birth,
in fact or in silhouette;

“9. Children’s sex organs;

“10. Ridicule of the clergy;

‘11. Wilfull offense to any

“1. Pointed profanity, by either
title or lip. This includes the
words of God, Lord, Jesus, Christ
(unless they be used reverently
in connection with proper re-
ligious ceremonies). Hell, damn,
gawd, and every other profane
and vulgar expression;

“2. Any licentious or sug-
gestive nudity, in fact or in sil-
houette; and any lecherous or
licentious notice thereof by other
characters in the picture;

nation, race or creed; and
“Be it further resolved that special care be exercised in the
manner in which the following subjects are treated, to the end
that vulgarity and suggestiveness may be eliminated and that
good taste may be emphasized;

“1. The use of the flag;

“2. International relations
(avoid picturizing in an unfavor-
able light another country’s reli-
gion, history, institutions, promi-
nent people and citizenry) ;

“3. Religion and religious
ceremonies;

“4. Arson;

“5. The use of firearms;

“6. Theft, robbery, safe-crack-
ing and dynamiting of trains,
mines, buildings, etc. (having in
mind the effect which a too-
detailed description of these may
have upon the moron) ;

“7. Brutality and possible
gruesomeness;

“8. Technique of committing
murder by whatever method;

“9. Methods of smuggling;

“10. Third degree methods;

“11. Actual hangings or elec-
trocutions as legal punishments

“12. Sympathy for criminals;

“13. Attitude toward public
characters and institutions;

“14. Sedition;

“15. Apparent cruelty to chil-
dren and animals;

“16. Branding of people or
animals;

“17. The sale of women, or of
a woman selling her virtue;

“18. Rape or attempted rape;

“19. First night scenes;

“20. Man and woman in bed
together;

“21. Deliberate seduction of

girls;
“22.
riage;
“23.
“24.
“25.
to do

The institution of mar-

Surgical operations;

The use of drugs;

Titles or scenes having
with law enforcement or
law enforcement officers;

“26. Excessive or lustful kiss-
ing, particularly when one char-
acter or the other is a “heavy.”

for crime;

“Resolved, that the execution of the purposes of this resolu-
tion is a fair trade practice.

( Continued on page 34)

( Special to the Herald)

NEW YORK, Oct. 11.— R. H.

Cochrane, chairman of the dis-
tributors’ division at the Trade
Practice Conference, presented
to the assembled body for pro-
posed adoption the fair trade
practice resolutions of his group. These resolutions follow:

“Whereas, the Motion Picture Producers & Distributors of
America, Inc., has allied itself with the International Advertising
Association, the National Association of Credit Men, the American
Bankers’ Association, and the National Better Business Bureau, to
prevent fradulent activities;

“Now, therefore, be it resolved, that the proper educational work
of the Motion Picture Producers & Distributors of America, Inc.,
in cooperation with such other organizations with respect to any
attempted fraudulent enterprises relating to motion pictures, to
the end that the public may not be defrauded by fake motion pic-
ture production schemes, fake motion picture acting schools, fake
motion picture scenario schools, or other dishonest enterprises,
which trade on the public’s ambition to become a part of the motion
picture industry, is a fair trade practice.

“Fire regulations :

“Whereas, it is a trade practice to enforce in 482 film exchanges
in the United States rules and regulations for the prevention of
fire more drastic than those provided by the state and city fire
commissioners; and fire drills are conducted each week, a safety
committee comprising three exchange managers and secretary of
the local Film Board of Trade conducts a rigid monthly inspection
enforcing regulations regarding general housekeeping condition
to prevent fire, including regulations against smoking, protecting
film or waste matter from contact with radiators, steam pipes and
electric lights, testing sprinkler systems and fire extinguishers,
eliminating the use of any inflamable material in the shipping and
inspection departments and preventing accumulation of scrap film,
and every other possible regulation to protect the lives of em-

ployes and to insure safety; and,
“Whereas, the reports of the
safety committee are checked in
the home office of the Film
Boards of Trade; and,

“Any violation of any rule or
regulation is immediately cor-
rected ; and,

“As a result of this work fires in film exchanges have been prac-
tically eliminated; and,

“Since January 1, 1927, there has been no fire loss in any depart-
ment in the distribution of film ;

“Resolved, that such regulation of film exchanges is a fair trade
practice.

“Misleading advertising:

“Whereas, the use of misleading or salacious advertising is
recognized as an evil ; and,

“Whereas, the distributor members of the Motion Picture Pro-
ducers & Distributors of America, Inc., themselves will not use
misleading or salacious advertising in connection with their
product.

“Resolved, that it is a fair trade practice to use their best efforts
to discourage others in the industry from using misleading and
salacious advertising.

“Whereas, throughout the United States today more than 1,500
'public, private and charitable sectarian and non-sectarian institu-
tions caring for ‘shut-ins’ are showing motion pictures, and such
motion picture programs are furnished to these various institu-
tions by national and regional distributors through the various
Film Boards of Trade under a plan whereby the responsibility for
such distribution is divided among all members of each board, and
in most instances such motion picture programs are furnished free
of charge to such institutions as orphan asylums, home for the
aged, tuberculosis hospitals and institutions housing war veterans;
and,

“Whereas, in some cases they are furnished upon payment of
( Continued on page 34)

Distributors

34

EXHIBITORS HERALD

October 15, 1927

Asks Halt To Theatre Activities

Cohen Protests Against Mergers

Which Affect Quality of Product

( Special to the Herald)

NEW YORK, Oct. 11. — Calling upon the
government to order Paramount-Famous
Players-Lasky Corporation to desist from
further theatre construction, and attacking
what he termed triple block booking, Syd-
ney S. Cohen, former president of the
Motion Picture Theatre Owners of Ameri-
ca, addressed the opening session of the
Trade Practice Conference.

The former exhibitor head said :

“We desire to ascertain if the Federal
Trade Commission is sound or unsound in
its findings, arrived at after more than five
years of painstaking investigation of the
complaints made against the Famous Play-
ers-Lasky Corporation. It is necessary that
we find this out, as we know the govern-
ment does not wish to confuse us ; and we
are relying on the government that it is
right in its findings.

“A feeling of uncertainty has been
aroused in our minds by the disobedience
of the cease and desist order issued by the
Federal Trade Commission on July 9, 1927,
against the Famous Players-Lasky Corpora-
tion, a disobedience accentuated by their
openly announced plans of more than $10,-
000,000 worth of theatre operations, the
proof of which is adduced by a quarter
page ad appearing in the New York Times
of October 7, 1927, just three days in ad-
vance of this hearing and which I here-
with offer as a matter of record.

“We ask that an order be issued
immediately through the Federal
Trade Commission to stop the an-
nounced building of these five
theatres, four here in New York
City and one in Birmingham, Ala.

An immediate action is urged, be-
cause it would forestall both the
breaking of ground and the dis-
posal of all of the bonds to the
public.

“When the original ‘cease and desist’ or-
der was issued on July 9, 1927, by the Fed-
eral Trade Commission, and the Famous
Players-Lasky Corporation asked for a re-
spite of 60 days in which to prepare their
reply, they knew all about these new thea-
tres which they are now announcing and
which they are ready to build in apparent
defiance of a distinct governmental order.

Protests Against Mergers

“I desire also to file a protest against all
mergers which tend to bring about an arti-
ficial scarcity of quality film ; or which by
their information and operation do not per-
mit an adequate financial return for the
quality films of other producing organiza-
tions. These mergers unfairly deny to the
great pictures of other producing companies
a proper showing, just because the control
of theatres is in the hands of these first
producing companies making and exhibiting
their own pictures.

“Block Booking, per se, is I believe a
moot question, for its definition is sus-
ceptible of several interpretations. The
voluntary buying of a series of pictures
from one manufacturer by a theatre
owner to assure himself of a sufficient
amount of product to keep his theatre
running, is entirely different from
forced, coercive or compulsory buying
of the entire product of a company in
order to obtain a few desired pictures,
or through fear of reprisals. Let us

illustrate, for a condition of not only
block booking, but triple compulsory
block booking, has recently arisen to
harass theatre owners.

“Take, for instance, a small town of
perhaps 2,000 inhabitants whose theatre
owner and whose picturegoers have the
selection of the entire film market open
to them. Think of their being compelled
to purchase the product of three com-
panies— Famous Players-Lasky, Metro-
Goldwyn-Mayer, and United Artists,
working together through relationship
and intermarriage, the entire product of
these three companies being purchased
under compulsory and coercive methods ;
for unless you take all three you don’t
get any, and this completely fills the
theatre’s playing time. Thus the people
of any such town or community are de-
nied the opportunity of seeing the
worth-while pictures of other producing
organizations.”

Exhibitors Challenge
Four for Connections
With Producers Chains

( Continued, from page 31)

resolution that protection as now
given the chain houses was an unfair
practice.

The second day of the Trade Practice
conference was given over almost entirely
to the exhibitors group trying to get a
program outlined and a set of resolutions
ready for presentation to the general con-
ference. The session of the full confer-
ence was set for 2 o’clock, the morning
being given over to the exhibitor group for
making ready, but it was nearly 11 before
they were called to order.

In the meantime the resolutions com-
mittee, of which Harry Suchman of
New York is chairman, and the creden-
tials committee, chairman, Ben Beren-
stein, of California, held sessions be-
ginning at 9 a. m.

Berenstein reported that his commit-
tee did not like the responsibility of
singling out four or five accredited dele-
gates and barring them, so it had for-
mulated a questionnaire, containing
three questions. These were: “Do
you own a theatre in the zone from
which you are accredited?” “Do you
own any interest in any theatre in con-
nection with a producer or distributor?”
“Does any producer or distributor own
any interest in which you are also in-
terested?”

Each exhibitor answered “yes”
to the first question and “no” to
the other two, with the exception
of Jack Miller, of Chicago. Meyer
Schine, Arthur Lucas and Harold
Franklin were not in attendance.
Presence of these four had been
protested on the grounds of pro-
ducer chain connections.

It was then voted that Mr.
Miller should have the privilege
of the floor with the right to vote
on any question not affecting
chain theatres.

The question of a resolution touching
on block booking occupied the exhibitor

group almost all morning, without any-
thing definite being accomplished.

A resolution was adopted that a simple
majority of exhibitors should determine the
action of that group and that no minority
report would be made on any proposition
handed in to the general conference. This
was denounced by Denny Harris of Pitts-
burgh as “gag rule” but it was adopted.

A resolution presented to the exhibitor
group, that protection as now given the
chain houses was an unfair practice,
brought nearly two hours of wrangling and
then was withdrawn for redrafting.

Bars Laymen From Speaking

Commissioner Myers at the opening
session Monday announced no one out-
side the industry would be permitted to
speak from the floor. Hays followed with
an address to the conference.

The roll of the delegates certified to the
conference was then called by M. Markham
Flannery, director of Federal Trade Con-
ferences.

Sydney S. Cohen, given the floor by
conference vote after protests, made
an attack on block booking as practiced,
and on Paramount.

The conference then divided into three
groups to elect a chairman. There was
a spirited election in the exhibitor group,
R. F. Woodhull, Joseph M. Seider and
Frank Rembusch being nominated.
Woodhull finally was selected, and Rem-
busch was named secretary.

The general conference was called to-
gether again shortly after 5 p. m., and
Commissioner Myers called on the pro-
ducers group for any resolutions it cared
to present.

Louis B. Mayer, chairman of the pro-
ducers, then read their resolutions and
R. H. Cochrane, distributors’ chairman,
read theirs. These are printed on page
33.

In the evening the theatre owners were
the guests of the T. O. C. C. at a dinner
at the Hotel Astor. Mayor J. J. Walker
made a short address largely a plea for
harmony.

Distributors

( Continued from page 33)
the postal or express charges to ship and
return the films and in other instances
where institutions have appropriations
available with which to purchase enter-
tainment for the inmates, nominal charges
are made ; and,

“Whereas, in all instances motion pic-
ture films are furnished to such institu-
tions with the understanding that they are
to be shown only to the inmates and at-
tendants of their respective institutions and
that the general public is not to be admitted
either free of charge or for an admission
charge ;

“Now, therefore, be it resolved, that the
admission of the public, either free of
charge or for an admission charge, to any
such motion picture entertainment or per-
formance is an unfair trade practice and
unfair competition to theatre owners ; and,
“Resolved, that the showing of motion
pictures in such institutions where the pub-
lic is not admitted, either free of charge or
for an admission charge, is a fair trade
practice.”

Producers

( Continued from page 33)

Chairman Mayer then offered additional
fair trade practice resolutions dealing with
the Central Casting Corporation, which
places extras without cost ; employment of
minors in production ; lending contract
players ; means of dealing with attempts to
breach contracts, and title registration.

October 15, 1927

EXHIBITORS

HERALD

35

Stef f es Theatre Bombed in
Four Weeks Twin City Strike

Police Guard All Houses
After Second Explosion

Conferences with Strikers Called Off — Exhibitors 9
Vigilance Reduces Stench Bomb Throwing

(Special to the Herald)

MINNEAPOLIS, Oct. 11. — Ten thousand dollars reward was
offered today for the arrest and conviction of persons responsible for
the bombing Sunday night of the Logan theatre, operated in North
Minneapolis by W. A. Steffes, spokesman of the Northwest theatre
owners in their difficulties with the stagehands, operators and musi-
cians who have been on strike for almost a month.

All theatres today are being guarded by policemen, following an appeal
yesterday to the mayor and the chief of police for protection. All conferences
with the strikers have been called off, the exhibitors saying they are too busy
protecting their property.

Clerks and Chauffeurs on Police Duty

Patrolmen were ordered to stay on duty two hours extra; traffic policemen
were placed on guard duty and even clerks and chauffeurs were ordered to
the streets. The sheriff’s office and the park board also were asked to provide
all available men from their forces.

State Exhibitors
Meet Oct . 31-Nov. 1
at Oklahoma City

(Special to the Herald)

OKLAHOMA CITY, Oct. 11.— The
M. P. T. O. of Oklahoma will hold its
annual meeting here October 31 and
November 1. It will be a joint meeting
of exhibitors and exchange men, and
Pete Woodhull, president of the M. P.
T. O. A., is expected to be present.

President Spearman of the Oklahoma
M. P. T. O. A. is opposing block book-
ing, and will bring the subject before the
annual meeting.

G. E. Quigley Named
Vicepresident of
Vitaphone Company

(Special to the Herald)

NEW YORK, Oct. 11.— G. E. Quigley,
who was elected last week, will assume his
new duties as vicepresident of Vitaphone
Coropartion imme-
diately.

Mr. Quigley, who
is a member of the
bar in New York
and in New Jersey,
has been connected
with the legal de-
partment of the
Western Electric
Company since
1918.

Since then he
has served as the
Assistant General
Attorney for that
organization as
well as for the
Graybar Electric Co. For the past year he
has been general attorney for the Electrical
Research Products, Inc., the licensor of
Vitaphone Corp.

Theodore Hays called W. P. Canavan,
president of the International Stagehands
Union, by long distance to Los Angeles,
informing him of the bombing and strike
situation. Steffes said he had received
three warnings by telephone in the last
three weeks that the theatre would be
bombed.

The dynamite bombing was the sec-
ond in Minneapolis since ttlie strike
started, the first having damaged the
Paramount exchange September 30. A
similar bomb was used in attacking
the Logan theatre Sunday. The explo-
sive teas set off in the rear of the
theatre and blew off an iron door
fragments damaging the projection
curtain on the stage. The watchman s
life ivas saved only by the fact that he
was in the orchestra pit, sweeping.
Pieces of wood and brick hurtled over
his head.

The bombing took place two hours after
the last show had closed, and the watch-
man declared he had heard an automobile
drive through the alley a moment before
the blast. Police made a thorough search
of the neighborhood but failed to find any
suspects. A man was arrested early yes-
terday on a charge of throwing stench
bombs in a theatre.

Bombing Stops Conferences
Conferences between exhibitors and
strikers, resumed after 26 hours of meet-
ings on Saturday and Sunday had failed to
bring any settlement, were abruptly ter-
minated in view of the second bombing.

Fred Keightly, commissioner of concil-
iation with the United States department
of labor, has been in the Twin Cities for a
week investigating conditions and attempt-
ing to bring the groups together.

John Considine, Jr.

Is Made Manager
of United Artists

(Special to the Herald)

HOLLYWOOD, Oct. 11.— John Consi-
dine, Jr., has received an appointment from
Joseph Schenck as general manager of
United Artists. The appointment has just
been made public.

Judge Dismisses Man
Charged with Murder
of Theatre Operator

( Special to the Herald)

DETROIT, Oct. 4. — Lack of sufficient
evidence caused Judge De Witt H. Mer-
riam to dismiss a murder case against
Joseph Barabas, alleged to have been one
of the three men who fired the shot which
killed Richard M. Meyers, Wyandotte
theatre owner.

Judge Denies Cullen Writ in Fight Film
Case; Grand Jury Quiz in N. Y. Starts

Tunney-Dempsey light films showing in New York at the Willis, City Hall,
Grand Opera House and Park Hill (Yonkers) have been seized in connection
with a federal grand jury. One got new films and reopened the show. Many
other theatres are showing the pictures. In Philadelphia
house managers of the Victoria, Earle and Globe (Stan-
ley theatres) were arrested and released for hearing Fri-
day.

Federal Judge Kerrigan of San Francisco Saturday
handed down a decision which denies the injunction asked
by William P. Cullen, theatre man arrested in the show-
ing of the Tunney-Dempsey fight film at the Capitol. The
judge asked prosecution of all concerned with transpor-
tation of the film. Harry Burke of Los Angeles is expect-
ed to surrender to San Francisco court to answer con-
spiracy charges and Thomas R. Gardner was rearrested.

William Sievers, of St. Louis, sentenced to 30 days in
jail, has hied a motion the verdict be set aside. A petition
has been hied at Great Falls, Mont., asking the order
impounding the hlms be set aside. The hlms were con-
hscated from Fred Sturm. Federal authorities at Kansas
City, preparing for preliminary hearing of Jerry Connors,

had the hlms shown before two citizens who are to be witnesses in the case.

36

EXHIBITORS HERALD

October 15, 1927

NEW YORK. — Ben Abrams says he
never wavered in his belief that the
Giants would win the World Series from
the Pirates. . . . Al Cohn, eminent scenario
writer here from the Coast, attended last
Friday’s 8 to 1 game and declared himself
willing to wager that Los Angeles could
beat Pittsburgh. . . . Mayor Jimmy Walker
attended the premiere of “The Jazz Singer”
and gave Al Jolson a good hand. . . . Al
Grey and golf clubs went to Chicago last
week to arrange for the opening of
“Wings.” . . . Herbert Brenon visited Cur-
tiss Field to arange for himself and Mrs.
Brenon to fly back to the Coast, and is still
considering. . . . Vincent Trotta has been
elected president of the Paramount Pep
Club, and he’ll make a peppy president of
the peppy club. . . . Louis B. Mayer, accom-
panied by his alter ego, Pete Smith, arrived
in New York in time to see a couple of
the World Series games. . . . Sidney Kent,
who sometimes does other things beside
sell Paramount pictures, helped Harold
Lloyd out by suggesting the title “Speedy”
for the new Lloyd picture. . . . Carl Laemmle
arrived Friday from Europe and was
welcomed to the Universal offices by an
orchestra. . . . Dallas Fitzgerald, one of the
few independent producers left at large,
arrived in New York last week to look
over some distribution matters. . . . John
Robertson, director of note, sailed last week
for Europe for a holiday, but may make a
picture while over there for an English
company. . . . F. W. Murnau arrived last
week from Germany and after looking at
“Sunrise” decided it was a pretty good pic-
ture. . . . Col. Fred Levy is spending a lot
of time in New York these days looking
after his spoken play interests. . . . Julius
Stern returned last week on the Berengaria
from a three months’ vacation in Europe.
. . . Bruce Gallup, new president of the
A. M. P. A., gives promise of bringing that
organization back to life after a year or
two as pretty much a Thursday luncheon
club. . . . Charlie Giegerich is back on the
deMille bandwagon, having been placed in
charge of the publicity of “King of Kings”
for the remainder of its New York run.
. . . Charles Reed Jones, once a press agent,
now an author, is just out with a new book
called “Breaking Into the Movies,” which
is said to be a whale. . . . Eddie Smith,
general salesmanager of Tiffany Produc-
tions, was laid up most of last week at
Buffalo with bronchitis. ... Abe Waxman
and a policeman escorted Al Jolson to the
stage at the opening of “The Jazz Singer,”
Waxman being the one not in uniform.
. . . Lew Cody opened in vaudeville last
week at the Palace, and was so good that
they laid him off the second week. . . .
Don Hancock broadcast last week at
WEAF on “Why We Laugh” and we’ll
bite, Don, why do we? . . . Elmer Pearson,
looking unusually hale and hearty, returned
last week from a long stay on the Coast
with a lot of new ideas on production left
behind. . . . Sid Graumtin returned to Los
Angeles last week and before going told
“Roxy” that the “Roxy” was the finest
theatre he had ever seen. . . . E. B. Hatrick
has returned from the West Coast, where
he had his picture taken with Lindbergh
et al. . . . Fred Quimby, back from a West-
ern sales trip, says the short feature busi-
ness is looking up. . . . Milt Silver, Bob
Welsh’s right hand at Universal, is back on
the job after a siege of grippe.

— SPARGO.

In FB O "s “ Her Summer Hero”

World swimming champions were brought to Catalina Island by F B 0 to make “Her
Summer Hero.” In this boat (left to right) are Lee Jarvis, Pacific Coast champion;
Clarence Pinkton and Clyde Swensen, Olympic Games divers; Sally Blane, actress;
Betty Baker, women’s diving champion; Duke Kahananmoku, holder of a number of
swimming records; Hugh Trevor, leading man; James Pierce, All-American football
player, and Wallace O’Connor another Pacific swimmer.

Duke Kananamoku explains to Hugh Trevor and Sally Blane

James Pierce gives the girls a lesson in forward passing

October 15, 1927

37

EXHIBITORS HERALD

Triple Attack on Hays Made
Before Federal Commission

Hodkinson Back
in Arena , Calls
Hays Body Unfair

By JOHN S. SPARGO

NEW YORK, Oct. 11— W. W. Hod-
kinson, who many times in the past has
provided troublesome times for the pro-
ducing and distributing companies, has
emerged from a three-year obscurity
long enough to stir things up again.
This time Mr. Hodkinson’s trouble
maker is in the nature of a petition to
the Federal Trade Commission to issue
a “cease and desist” order against Will
H. Hays and every member of the
M. P. P. D. A.

The petition was filed for Hodkinson
by Attorney William Marston Seabury
and in addition to Hays and the M. P.
P. D. A. and its other officers, the com-
plaint is brought against Paramount,
Loew’s (through its subsidiary, Metro-
Goldwyn-Mayer), First National, United
Artists, Fox, Universal, Pathe, F B O,
Educational, the Association of Motion
Picture Producers, Inc., and the Film
Boards of Trade and Arbitration Boards
of 32 cities.

In its allegation of unfair trade
practices, the petition is somewhat
similar to that brought a few days
ago by the Amcrican-Irish Vigilance
Committee, which was aroused by
the treatment accorded the Irish in
certain recent films, but it is more
comprehensive. The Irish petition
was also prepared by Mr. Seabury, as
is a third along the same lines, to be
brought by the Federal Motion Pic-
ture Council, of which Canon William
S. Chase is head.

The Hodkinson petition cites ten prac-
tices of the Hays association which it
alleges to be in restraint of trade, and,
incidentally, conducive to the showing
of inferior films. Discriminatory ex-
clusive exhibition contracts, block book-
ing, “blind booking,” ownership or con-
trol of motion picture theatres by pro-
ducers or distributors, and the compul-
sory arbitration of disagreements be-
tween exhibitors and distributors before
bodies which it declares to be controlled
by the distributors are among the chief
complaints.

The Federal Trade Commission al-
ready has decided against some of these
( Continued on Page 47)

American-Irish Body
Demands Hays’ Scalp

(Special to the Herald)

NEW YORK, Oct. 11.— De-
mands for the removal from office
of Will H. Hays are made in a
petition of the American-Irish
Vigilance Committee and associ-
ated Irish organizations to the
Federal Trade Commission.

Distributing companies and all
Film Boards of Trade are accused
of “ having held the race and the
Catholic religion up to public ridi-
cule and contempt” in pictures.

Chase Acts to Get U.S.
Control Over Industry

Hodkinson Charges Unfair Practices — American-
Irish Committee Demands Hays 9 Removal

(A three-cornered attack on Will H. Hays and the M. P. P. D. A.
has been made in the past week, and in each instance the complaint
has been placed before the Federal Trade Commission. Canon Wil-
liam Sheaf e Chase, W . W . Hodkinson and the American-Irish Vigil-
ance Committee are the sponsors of the three petitions.)

By FRANCIS L. BURT

WASHINGTON, Oct. 11. — The first blow in the 1928 campaign for fed-
eral regulation of the motion picture industry was struck last week when
the Federal Motion Picture Council in America, Inc., of which Canon
William Sheafe Chase of Brooklyn is general secretary, filed with the Fed-
eral Trade Commission a petition seeking a thorough investigation of the
distribution of films and the sale of motion picture securities.

Demands M. P. P. D. A. Be Dissolved
The petition seeks also the dissolution of the M. P. P. D. A., the Film
Boards of Trade and the Boards of Arbitration in the 32 key cities, and
the abandonment of the uniform contract.

This is one of the few complaints ever
filed with the commission by representa-
tives of the public, the petition being
presented in the name of the Motion
Picture Council, the International Re-
form Federation of Washington, and “in
behalf of all those who are interested in
production and exhibition of motion pic-
tures throughout the United States and
elsewhere throughout the world * * *
who may care to join in and become
parties to said petition.” The usual com-
plaint to the commission is filed by a
competitor of the respondent, and there
have been few cases where supposedly
disinterested parties have brought action.

Calls Hays Body a Monopoly

Named in the petition as respondents
are Will H. Hays; the M. P. P. D. A.
and its officers and directors; the
officers, directors and companies of
Paramount-Famous-Lasky corporation ;
Loew’s, Inc., through Metro-Goldwyn-
Mayer corporation, a subsidiary; First
National, United Artists, Fox, Universal,
Pathe, F B O, Warner Brothers, Educa-
tional, the 32 Film Boards of Trade and
Arbitration Boards throughout the coun-
try, and Halsey, Stuart & Company,
Shields & Company and Edward B.
Smith & Company, New York banking
concerns.

The petition alleges that the Hays or-
ganization was formed in 1922 to enable
it and the national distributors “to domi-
nate and monopolize the motion picture
industry in the United States.”

False Representations Charged

The distributors are charged with
substitution of inferior films for better
films contracted for. Block booking also
is attacked in the petition, as is “blind
booking.”

The respondents as a whole are
charged with the dissemination of false
representations, it being declared that
the “United and Associated Press” in
August, 1927, threatened to refuse the
dissemination of such publicity. It is
also alleged that false statements re-
garding the financial standing of the in-
dustry have been disseminated for the
purpose of selling motion picture securi-

ties, statements being cited wherein the
industry is represented as ranking fourth
in the United States whereas, in fact,
the commission is told, it ranks not bet-
ter than 89th out of 95 leading industries
as measured by the volume of commodi-
ties produced, or 61st on the basis of
production costs. The petition also goes
into the financial question deeply in an
effort to show that the profit from mo-
tion picture securities is far below that
which has been promised.

All these things, the petition com-
plains, “ are seriously injuring and re-
tarding the legitimate and healthy
growth and development of the indus-
try and are injurious to the public
interest in said industry,” and the
commission is asked to ban the uni-
form contract, the enforcement of
such contracts by film boards of trade,
arbitration boards or the Hays or-
ganization, block booking and substi-
tution, harmful “to the public” pub-
licity, and anything else which the
commission might run across in its in-
vestigation.

Outside of the pictures produced, the
way in which they are distributed and
the general method of doing business in
the motion picture industry, it is not
believed that the Motion Picture Coun-
cil objects to films. This statement,
however, is made without official author-
ity and is subject to correction if new
developments occur.

Clever Move by Chase

The commission, of course, will sub-
ject the reformers’ petition to the same
scrutiny which is given every complaint
filed, but that scrutiny is pretty thor-
ough, for the commission is adverse to
making a case unless it has a pretty
good chance of making its charges stick.

Viewed politically, Canon Chase’s lat-
est move is pretty clever. If the com-
mission orders an investigation, he can
use that fact at the capitol in behalf of
his federal regulation bill. If the com-
mission refuses an investigation, he can
charge the government with protecting
the industry.

38

EXHIBITORS HERALD

October 15, 1927

Death of Sam Warner depleted the ranks of the “Warner Harmony Four.” Left to right are Harry M., Jack, Sam and Abe
Warner. The picture on the right shows Sam Warner with their parents.

Industry Mourns Passing of
Sam Warner; Buried in West

Vitaphone Rendition by A1 Jolson and Choir Is Impressive
Feature of Studio Service — Vacancies in Two
Organizations Left Unfilled

(Special to the Herald)

HOLLYWOOD, Oct. 11. — The industry on Sunday paid its final trib-
ute to Sam L. Warner, who died last Wednesday. While private services
were held Sunday afternoon at Bresse Chapel, rites also were observed on
stage 2 at the Warner Brothers studios. Reverend Neal Dodd was in
charge of the studio services and Edwards Davis delivered the eulogy, fol-
lowing which came an impressive Vitaphone rendition of Kol Nidre by
A1 Jolson and choir. Interment was at the Home of Peace cemetery. One
thousand film people attended the studio ceremony. The parents, the
widow, and brothers and sisters were at the Bresse services.

Death Follows Series of Operations

Mr. Warner passed away at 3:17 a. m., October 5, as a result of a brain
abscess, sinus trouble and pneumonia, following a series of operations.

Three hours after his death Harry M.
Warner, brother, arrived by special train
with Dr. Harold Hayes and Dr. Jonas
M. Unger, New York specialists. The
special train had been ordered from
Winslow, Ariz., after negotiations with
an airplane to meet them there had been
abandoned. The three men were aboard
the Santa Fe Chief up to that point.

The vacancy in the Vitaphone or-
ganization made by the death of Sam
Warner remains temporarily unfilled
and it is declared the company will
operate for a time without a head.
The vice-presidency of Warner Broth-
ers, also now vacant, may be left per-
manently so, it was learned.

The studio was idle from October 5
until October 10, the day following the
funeral.

The Breakfast Club held memorial
services October 7 in honor of Mr. War-
ner’s memory. Dr. Bruce Baxter deliv-
ered the eulogy. During the eulogy Mr.
Warner’s favorite horse, riderless, was
brought into the patio and “taps” was
sounded while the saddle was removed.

Sam L. Warner, vice-president of
Warner Brothers and in charge of Vita-
ohone production, was the third of the
five Warner brothers. Sam, Harry M.,

Albert and Jack have achieved promi-
nence in the industry.

Sam Warner got his start in the
amusement business when he became as-
sistant manager of an amusement park
at Sandusky, Ohio. That was more than
20 years ago. A few years later the four
brothers pooled interests and founded
one of the first motion picture exhibiting
companies.

Went to Hollywood in 1918

After taking part in the exhibiting and
distributing end of the business Sam
Warner, with his brother Jack, came to
Hollywood in 1918 to found the Warner
studios.

In 1922 they took over the Sunset
boulevard frontage, where the large
studio now stands, and Sam was in
charge of production. Later he left Jack
to handle the reins while he went to
the New York office to handle distribu-
tion affairs.

Two years ago he married Lena Bas-
quette. Their daughter is named Lita.

Mr. Warner was 40 vears old. He
was a member of the Shrine, Masonic
lodge. Writers’ Club, Breakfast Club,
art4 the Hollywood Athletic Club.

His mother and father, Mr. and Mrs.
Benjamin Warner, live in Hollywood.

“War Hawks ” Passed
by Britain9 s Censors
Despite Proposed Ban

New Renting Company Is Floated
Chiefly to Distribute
English Films

(Special to the Herald)

LONDON, Oct. 11. — The British Board
of Film Censors after considering repre-
sentation made by the Ministry of Air, has
declined to place a ban on the European
film “War Hawks,” to which it has already
granted a “U” certificate, and states that
there appears to be nothing which would
render the film liable to a censorship ban.
* * *

Float New Renting Firm

Pro Patria, the new renting concern of
which A. E. Bundy is to be the chairman,
and Steve Slinger, the general manager, is
likely to be officially floated within the next
few days. The company, while dealing in
all kinds of big subjects, of all nationalities,
will be chiefly interested in the distribution
of British Instructional product, for which
it has been appointed sole world agent.

* * *

It has been left to a London suburb to
build the first theatre enterprise which
could be described as a rival in importance
and size, to the famous Roxy.

J. Davis, a well-known character in
British theatre life, is to build a huge hall
in Croydon, a populous artisan area in the
Greater London boundary.

This will have an auditorium seating
nearly 4,000, and a cafe to accommodate
2,000. Work, which is to commence almost
at once will cost altogether about £250,000.
It is altogether the most ambitious scheme
which has ever been thought of outside the
West of London area.

* * *

Carl Laemmle, Jr., Is Director

At a luncheon given in London in honor
of Carl Laemmle, president of Universal,
who has been spending a few days in this
country while on his way from Germany to
New: York, it was announced that Garl
Laemmle, Jr., who is only 18 years of age,
has been made a director of the European
Motion Picture Co., together with Frank
Ditcham, European general sales manager,
who has served the company with great
distinction.

October 15, 1927

EXHIBITORS HERALD

39

Poli’s 19 Theatres Bought by
Schulman, Gordon Associate

25 Millions Reported

Price Paid for Chain

Publix Will Build Million Dollar House at Charlotte
— Philadelphia Permits Setting Record

( Special to the Herald)

BOSTON, Oct. 11. — Max Schulman, long associated with Nathan H.
Gordon in various theatrical enterprises, has purchased the % Z. Poli cir-
cuit of nineteen theatres in Massachusetts, Connecticut and Washing-ton,
D. C. Actual transfer of properties will take place the first of January.
The purchase price is said to be $25,000,000. It is known that half a mil-
lion was deposited to bind the deal.

„ Sought by Four Different Interests

Louis M. Sagel, general manager for the Poli interests, made known ten
days ago that four different interests were negotiating for the Poli circuit.
It had been stated that $20,000,000 had been offered, and Mr. Poli has been
quoted as saying he would not consider any offer under $21,000,000. If
that quotation was correct, interest was stimulated to such an extent that
the bid was raised nearly 25 per cent.

Four New Houses
In Brooklyn To Be
Paramount Leases

(Special to the Herald)

NEW YORK, Oct. 11. — Allied Owners
Corporation, a new company subsidiary to
Realty Associates, which is a successful
realty company incorporated in 1901, has
agreed to build four theatres in Brooklyn
and one in Birmingham which Paramount
will lease at an annual rental equal to 10
per cent of the cost of the buildings and
the land. The last of these houses is to be
completed not later than December, 1928.

Allied has sold an issue of $9,500,000 first
mortgage real estate 6 per cent bonds to a
group headed by Halsey, Stuart & Com-
pany, and including Graham, Parsons &
Company and Bonbright & Company.

The four Brooklyn projects will include
an eleven-story structure at DeKalb and
Hudson avenues, the theatre seating 4,000 ;
a 3,900-seat theatre at Flatbush and Tilden
avenues; one seating 3,500 at Jamaica ave-
nue and Merricki boulevard, and one at
Saratoga and Pitkin avenues, seating 3,000
to 4,000. The Birmingham theatre, to seat
2,500, will be in a five-story structure to be
completed within 60 days.

Universal Opens
Brooklyn House;
Laemmle Attends

(Special to the Herald)

BROOKLYN, Oct. 11— Universal’s $1,-
'500,000 Brooklyn theatre, the Universal,
opend Sunday with a distinguished audi-
ence. Carl Laemmle and Dan Michalove
were welcomed by the presidents of Brook-
lyn borough and the Chamber of Com-
merce.

The Universal, designed by John Emer-
son, is an atmospheric theatre seating 3,000.
Its marquee and upright signs are two of
the largest in the city. The lobby is in
polychrome with bizarre colorings accentu-
ated by the goldenhued lights from massive
wrought iron candelabras.

The auditorium carries out the idea of an
Italian garden, the walls representing
garden walls with trees and shrubbery
showing over the top. The ceiling is a
vast dome of Mediterranean blue sky, in
which appears stars and clouds.

Infantile Paralysis Shuts
H averhilV s T heatres

(Special to the Herald)

HAVERHILL, MASS., Oct. 11.— Be-
cause of a severe epidemic of infantile
paralysis, health authorities have ordered
all theatres in the city closed for an inde-
finite period. Similar action has been
taken by several of the nearby towns.
All public gatherings have been prohi-
bited and the schools closed until the epi-
demic abates. More than a hundred
cases of the disease were reported with-
in the past two weeks.

Nathan H. Gordon and Max Schul-
man’s names frequently have been men-
tioned in connection with the negotia-
tions. For a number of years Gordon
and Schulman have been associated in
theatrical enterprises. Gordon repeated-
ly has denied any active interest in the
Poli negotiations, but it is generally be-
lieved that in the handling of the Poli
circuit, both are to be actively inter-
ested.

Theatres in Chain Listed

The theatres in the chain are the
Lyric, Majestic, Palace, Park and Poli
in Bridgeport; the Capitol and Palace at
Hartford; the Bijou, Hyperion and Pal-
ace in New Haven; the Palace and Poli
in Meriden and the Palace and Poli in
Waterbury; the Poli in Washington,
D. C.; the Palace in Springfield, and the
Palace, Plaza and Poli in Worcester. In
addition, Poli is said to control the 'Elm
Street in Worcester and he has spent
considerably more than $1,000,000 in ac-
quiring a site in Springfield for the Poli
Memorial theatre.

Million Dollar Publix
Theatre for Charlotte

Definite announcement of a decision
to erect a $1,000,000 Publix theatre at
Charlotte, N. C., headlines other circuit
activities of the week. This theatre will
seat 2,500. The Carolina will become a
Keith vaudeville and roadshow house.

Building permits for Philadelphia are
expected to reach a total far exceeding
last year’s $1,955,000. One large com-
pany is said to be planning a $5,000,000
theatre on Market street. Keith’s Chest-
nut theatre there has reopened after a
$60,000 outlay in improvements.

The Chamber of Commerce at Hattiesburg, Miss.,
has closed a 20-year lease with the Saeneer com-
pany for the theatre part of a $1,100 000 hotel
and theatre project. Work on the new Stanley
theatre and 20-story office building at Pittsburgh
is proceeding with the opening tentatively set for
January 1. Livingston Lanning has been named
managing director of the new Loew’s and United
Artists Penn theatre opened last month.

Foundations are being laid for the new Loew
theatre at Providence. A $100,000 remodeling
joh starts November 1 at the Liberty in Spokane.
The Liberty at Roseburg. Ore., has been sold to
George Hunt of Medford.

The first theatre to be constructed under the
new building laws of Winnipeg is the Tivoli, which
is being built of concrete, steel, brick, tile and
stone, with a four-inch gypsum roof, all bein?
fireproof. Famous has opened the Capitol at Nel-
son. B. C., with J. P. Pitner as manager.

Articles of incorporation have been filed a* In
dianapolis by the Pivot City Amusement Com-
pany and the Bikos Theatre Corporation of Gary.
At Kansas City the Isis is to spend $100,000 in
improvements.

Night work is expected to be initiated
at the new Capitol at Madison, Wis., to
complete it by November 15. As the
outcome of a tilt between the Madison
building commission and the Fischer
Paramount company, the latter has been
issued a building permit for $3,500 to
make such repairs to the Madison thea-
tre as the commission believes necessary
for safety.

Public Opinion Says Thumbs Down So
Charlotte Bans Sunday Midnight Shows

( Special to the Herald)

CHARLOTTE, N. C., Oct. 4. — Last Sunday marked the end of the popular
Sunday Midnight Shows here, through an agreement reached between the
mayor and commissioners and managers of the Strand and Charlotte theatres,
thus bringing the heated question which has stirred Charlotte for a week
to an amicable settlement.

Although the commissioners handed down a ruling on the previous Thurs-
day placing a ban on midnight shows, permission was obtained by the thea-
tres to hold this scheduled and advertised performance by giving their prom-
ise not to contest the commissioners’ ruling in the future.

The ban came as a result of public opinion which favored the elimination
of the midnight shows. The public had been aroused by the ministers of the
town, who spoke in their pulpits of the evil of the shows.

40

EXHIBITORS HERALD

October 15, 1927

SALLY O’NEIL , ATTENTION ! E. C. Accola, theatre manager and aviation pilot, wants your permission to name his
plane the “Sally O'Neil.” What say you? Wisconsin’s dying motion picture exhibitor is shown in his craft — and a beauti-
ful plane it is, too — at the right. At the left is an “airviewof God's country,” as Accola puts it, taken from his aircraft
with the arrow pointing to his theatre, the Bonham at Prairie du Sac, Wis. Miss O’Neil’s latest picture is “Lovelorn,”
for M etro-Goldwyn-Mayer.

Total Releases to be Fewest
In Y ears, Says Pearson, Home

More Common Sense Evident in Entire Industry, Declares
Pathe Vicepresident on Return from Hollywood —
Efficiency Moves Noted

(Special to the Herald)

NEW YORK, Oct. 11 — The number of actual releases in the coming-
year will be the smallest in any season of the past several years, Elmer
Pearson, first vice-president of Pathe Exchange, declared on his return
from three weeks in Hollywood.

“More Common Sense in Industry”

More common sense in the entire industry, with decided improvement
in quality of pictures, in efficiency and economics is evident, Pearson said,
while emphasizing that he did not believe “any company will release all
the pictures announced for this year,” adding that this is a step in the
right direction, because preventing over-crowding of the market.

“I was immensely pleased by the quality
of the product that I saw,” he said. “The
production staff has attained results that
reflect great credit upon Cecil B. DeMille
and William Sistrom, general manager of
the studios.

“Several of the pictures recently com-
pleted at the DeMille studio were screened
for me. I am especially enthusiastic over
‘Dress Parade,’ the picture that was made
at West Point, ‘The Leopard Lady,’ ‘The
Forbidden Woman,’ ‘The Main Event’ and
‘Chicago.’

“In ‘The Main Event’ there is a traveling
shot in which the camera follows the star
without a break down a street, around a
corner, into a cabaret, through the place,
up some steps, along a hallway, up on an
elevator into a dressing room and even
into a bathroom. I don’t know how they
did it, but the result is wonderful.

New Camera Device Used

“By the way, the camera used in this
work, which is a new device originated by
Director Howard and Rochus Gliese, the
famous German art and technical director,
will be used by the Pathe party that is to
make a picture in the Grand Canyon, trav-
ersing the entire length of the Colorado
river from Lee’s Ferry to The Needles.

“Still another long step in the improve-
ment of product is the recent acquisition of
Hector Turnbull, Ralph Block and Julian
Josephson as members of the staff at the
DeMille studio. Mr. Turnbull and Mr.
Block will be associate producers. Mr,

Josephson is admittedly one of the finest
scenarists of the industry.

“Here is something which tells as well
as anything can the spirit of enthusiasm and
co-operation that exists. We had a fire out
there that destroyed one of the stages.
When I reached Hollywood, the scene of
that fire was vacant land. When I left,
three weeks later, it was the site of the
largest studio stage in the world and a
company making ‘The Main Event’ was
working on it.

“Just think of it ! In three weeks a
stage is erected, 480 feet long by 220 feet
wide, and with an inside head clearance
of fifty feet, without a single supporting
column, and the work is done in three
weeks. Could that have happened without
perfect co-operation of all departments and
without super-enthusiasm for the work?

Efficiency Moves General

“In general, it impressed me that common
sense is acquiring domination over the en-
tire industry. Moves toward efficiency and
improved economic methods are seen in
every studio. More than that, I don’t
believe any company will release all the
pictures announced for this year, and there-
fore the number of actual releases will be
the smallest in any season for several years.
This, also, is a step in the right direction.
The market will not be over crowded, and
with fewer productions made, better quality
is certain to result.

“Pathe plans for next year are well
along. The outlook is extremely promising.”

Ray Rockett Sails;
to Supervise F-N
German Pictures

(Special to the Herald)

NEW YORK, Oct. 11. — iRay Rockett,
who has been production manager for
many First National pictures, sailed to-
day for Berlin,
where he will su-
pervise German
production for
First National.

He expects to
remain in Ger-
many about six
months watching
the progress of
D e f i n a, the
Deutsche First
National corpor-
ation which is
now producing
pictures for the
world market. Ray Rockett

This company

has already produced five pictures, one
of which, “The Alpine Tragedy,” fea-
tures Ben Lyon.

Cincinnati Wins F-N
Summer Billing Drive

(Special to the Herald)

NEW YORK, Oct. 11.— The Cincinnati
exchange of First National Pictures won
first place in the summer billing drive
which extended over a period of 13 weeks.
The exchanges winning second, third and
fourth place are New Orleans, New Jersey
and New York. The John McGuirk Month
sales campaign is in its sixth week with
the Southern district leading. Cleveland is
leading all exchanges. First National has
set aside January as First National month.
This is an annual sales event, in which
each exchange attempts to beat the previous
year’s record.

“Wings” to Be First Film
at Erlanger, Chicago;
Will Open October 30

(Special to the Herald)

NEW YORK, Oct. 11.- — For the first
time in the history of the Erlanger thea-
tre, Chicago, a motion picture will be
played there when “Wings” begins there
Oct. 30th for an unlimited engagement,

October 15,. 1927

EXHIBITORS HERALD

41

Re-Takes

Incompetents Weeded Out
Of Studios, Declares Lasky

Pictures Being Made with Efficiency and Economy Never
Before Seen in Film Industry, Paramount
Executive Says in East

( Special to the Herald)

NEW YORK, Oct. 11— Incompetents have been eliminated at the
studios, in accordance with policies adopted last winter, and as a result
pictures are being made with an efficiency and economy never before seen
in the industry, Jesse L. Lasky, Paramount vice-president in charge of
production, declared here on his return from Hollywood where he spent
the last four months.

Three-fourths of Half-Year Films Made
Three-fourths of Paramount’s product for the first six months of the
1927-28 year already has been completed though the season is only ten
weeks old, Lasky said.

T AKE ARROWHEAD, CAL., Oct. 11.—
L* Well, it doesn’t matter much where one
goes in California, you can keep in close
touch with the industry.

For instance here at Arrowhead Lake
(my favorite vacation spot) you can always
find a picture company “on location.”

* * *

It was here F. W. Murnau made “Sun-
rise” for William Fox and the natives are
still talking about his $18,000 hotel bill.

* * *

Bob DeLacy and his F B O company,
making “Red Riders of Canada,” have just
departed for Hollywood after shooting
Patsy Ruth Miller and Charlie Byers in
love scenes that drew young and old for
miles around. Now they’re all waiting for
Bob’s picture to play their local theatre.
Bob didn’t spend as much time here as
Murnau and didn’t build any villages. He
depended on nature’s settings and got some
beautiful stuff.

* * *

The village was like a graveyard after
the movie folk drove away.

* * *

These Summer hotels have any doctor or
dentist’s office beat for collections of old
magazines. If one has missed a continued
story back in 1914 he can always find it.
Ran across James R. Quirk’s article “The
Wowsers Tackle the Movies,” in an old
magazine and enjoyed it all over again.

* * *

Arrowhead Inn — haven of the T. B. M. —
where he can read all day — tramp in the
woods or sit and think before a big log
fire. Some just sit.

* * *

The Inn believes in advertising those who
patronize this cozy nook. On the ceiling
you can see the crests of First National
pictures, Warner Brothers, Universal, Fox
Films, F B O, Paramount and Educational.
* * *

Pete Smith and Beaulah Livingston had
better get busy and tell the Inn about
M-G-M and United Artists for there are
two vacant panels left.

* * *

No More Yellow Journals

I see where the ad men have denounced
the yellow journal. Well that settles that.

* * *

Optimist: The man who built a complete
bar in his new hotel — just to be ready when
the 18th amendment is killed.

% % ^

Per Year or Per Lifetime?

A man only needs 12 suits of clothes ac-
cording to the clothing experts Call up
a ragman, Meadows, and give him those
18 extra suits of mine.

* * *

CALLED ON R. DENNY

No wonder Reginald Denny makes such
ideal comedies. You ought to see the ideal
retreat Reg. has up here in the mountains
6,100 feet elevation with all the comforts of
the city, a flock of horses and a million
dollar view. Reggy is going to commute
back and forth to Universal Studios as soon
as he can find a landing place for a plane
on top of the mountains.

ifc

Famous Last Words

“I hooked a big one but he got away.”

* * *

Bless the guy who invented vacations, eh,
Meadows.

“Policies which we adopted last winter
are beginning to bear fruit,” Lasky de-
clared. “At our convention last May I
served notice on
stars, directors
and studio person-
nel that the
Paramount organ-
ization was an
institution that
stood for certain
standards of en-
tertainment, that
this institution
was bigger than
any single member
or group of mem-
bers in it, and
that if an artist or
director could not
do things the way
we wanted them done he could seek em-
ployment elsewhere.

“Since then greater progress has been
made by our studio executives in carrying
out these policies. Incompetents have been
weeded out. Players whose box office draw-
ing power was largely in their own imagin-
ation or in our theatre advertising have
been replaced by fresh, eager personalities
that fit better into our plans for the con-
tinuing growth of an institution. Directors
who had lost freshness and brilliance in
their treatment of stories have been drop-
ped, and in their places are young men who
have the new, modern manner of screen
story telling which the public wants. But,
above all, we have built a producing organ-
ization at the studio which is young, re-
sourceful, new in its viewpoint and keen
in its showmanship.

“The campaign against incometence and

“Ben-Hur” — Tense Scene
Woman Shrieks — Mouse

( Special to the Herald)

DES MOINES, Oct . 11.— The
dramatic situation developed in
“Ben-Hur” when the scarlet wom-
an is being stoned by the angry
mob, was heightened when a
woman’s scream cut into the con-
sciousness of the audience at the
Des Moines theatre.

Blood curdled and scalps grew
tight. The scream, however, was
not the result of a soul in torment
or of a smitten conscience. It ema-
nated from the lips of a comely
young woman over whose shapely,
chiffon clad instep, a squealing
mouse was routing his afternoon
marathon.

extravagance reached a focus early in the
summer when the producers in Hollywood
announced a reduction in salaries. Although
this salary cut was abandoned, it had its
effect in the creation of a new state of
mind throughout the studios. The reac-
tion of the studio forces to this common-
sense operation of picture production
justifies the faith I have always had in
Hollywood. I am proud of Hollywood. I
am proud of its studio workers. Their
loyalty to this business can never be ques-
tioned in the face of the progress we have
made this summer toward sane, sensible
operation.

“ Today the production of motion
pictures rests upon as efficient and
sensible a foundation as that of any
other business you can name. And
not only has this been accomplished
but quality has been improved.
Never before have the theatres of
this country been receiving such fine
productions as they have shown this
fall, and plans for future pictures
make it obvious that this high stand-
ard will be raised even higher.”

Lasky paid a warm tribute to B. P.
Schulberg, associate producer, and his staff.
“Mr. Schulberg, by unremitting toil and a
fearlessness in branching out into new
paths, has developed what is unquestion-
ably the greatest studio organization this
industry has ever seen. It is composed en-
tirely of young, keen showmen and they
have won the respect and esteem of artists
and directors by the quality of their pro-
ductions.”

34 of First 44 Completed

Lasky, who is going to Chicago Oct.
29 and 30 for the company’s fall sales con-
vention, declared thirty-four pictures have
been completed out of the 44 for release
from August 1 until next January 21, and
21 of them have been released already.
A total of 80 is scheduled for 1927-28.

The 21 productions already released are:

“Beau Geste”, (released Aug. 1); “Fireman,
Save My Child”, (Aug. 1); “The Covered
Wagon”, (reissue of Aug. 6); “Service for
Ladies”, (Aug. 6); “Metropolis”, (Aug. 13);
“Mme. Pompadour”, (Aug. 13); “Running Wild”,
(Aug. 20); “Hula”, (Aug. 27); “Soft Cushions”,
(Aug. 27); “Chang”, (Sept. 3); “We’re All
Gamblers”, (Sept. 3); “Barbed Wire”, (Sept. 10);
“Nevada”, (Sept. 10); “Swim, Girl, Swim”,
(Sept. *17); “Stark Love”, (Sept. 17); “One
Woman to Another”, (Sept. 24); “Tell It to
Sweeney”, (Sept. 24); “The Rough Riders”, “The
Way of All Flesh”, “Figures Don’t Lie”, and
“Shootin’ Irons”.

The following also have been completed :

“Shanghai Bound”, “A Gentleman of Paris”,
“Underworld”, “The Woman on Trial”, “Open
Range”, “The City Gone Wild”, “The Last
Waltz”, “Jesse James”, “Now We’re in the Air”,
“She’s a Sheik”, “The Street of Sin”, “Beggars
of Love” and “Beau Sabreur.”

Six now in production are: “The Spot-
light,” “Honeymoon Hate”, “The Gay De-
fender”, “The Side Show”, “Honky Tonk”
and “Serenade.”

— R. M.

42

EXHIBITORS HERALD!

October 15, 1927

Fox Films’ “Loves of Carmen’’
Opens at Carthay Circle

New Lincoln Theatre Opens — Song Writer Sues Tiffany for $125,000
— W . C. Fields in Hospital Following Accident
By DOUGLAS HODGES

LOS ANGELES, Oct. 11. — “The Loves of Carmen” opened its run at the
Carthay Circle Friday to an audience chiefly composed of film
players, directors, writers and producers.

At the end of the showing Earle Foxe, master of ceremonies, introduced
Dolores Del Rio, Victor MacLaglen, Don Alvarado, Mathilde Comont, Jack
Biscat and others of the Fox Film players.

HE CARTHAY just closed a run of
“Seventh Heaven,” Fox picture which
has been on that screen 22 weeks. It has
the reputation of a roadshow house because
of the de luxe calibre of pictures which
have been shown there. The first night
spectators came expecting another “Seventh
Heaven” or another “What Price Glory?”
and, after the show, registered a little dis-
appointment.

“The Loves of Carmen,” however, is a
good picture, and if it disappointed its audi-
ence it was probably because they had come
with the thought of seeing the old Prosper
Merimee “Carmen” as sung by Farrar and
Calve or as pantomimed by Negri. Raoul
Walsh’s picture gives us Del Rio as a wo-
man who has no depth and whose chief
attribute is her corporal intrigue. She was
charming as Charmaine, but as Carmencita
she is wily. The role that wins greatest ad-
miration is that of Victor MacLaglen, big
toreador who eats with his fingers.

Walsh directed this skilfully and appar-
ently wanted to satirize rather than to re-
hash the old story. He has not misrepre-
sented his work by the title because the
new work is well labelled and without de-
ception. The satire of it results in each
case in good laughs not in the old version.
* ^ *

Carmelita Geraghty entertained the press
at her home Sunday afternoon. Her invita-
tion is printed below, in part :

“The street in front of our home is so quiet
and exclusive that the Chinese theatre uses it for
free parking space, and the comedy companies use
it for a studio. Often our front yard is filled with
dummies, reflectors and props, and once I was late
for work because a camel was lying down in the
driveway. All the trees are equipped with wires
for stunts and chases.

“Across the street from our home lives Jimmy
Young and also Rod LaRocque and his bride,
Vilma Banky. Mary O’Connor lives back of us
and raises pigeons. It will be difficult to miss the
place.

“We are also bounded on the left and right by
neighbors from the Middle West. But they always
go to the beach on Sundays, so everything is all
right.

“The occasion of this gathering is a celebration
of the first quarter of my contract with the Sen-
nett Studios ; also to promote good fellowship and
dignified publicity.

“Sincerely, Carmelita Geraghty.” (Signed)

* * *

A song writer, James Edward Hunge-
ford, says he believes Tiffany Productions
appropriated his theme when it produced
a picture based on “Tia Juana Rose.”
Hungeford charges them with plagiarism
and asks for $125,000 in a suit for damages.
* * *

New Lincoln Opens

A new theatre, the Lincoln, threw open
its doors October 7 and several hundreds
of people attended the first performance.
The 2,100-seat house represents an invest-
ment of $500,000 and is of Moorish design.
Hal Roach’s Farina made a personal ap-
pearance. Sam Kramer is the director of
the theatre.

* * *

Marie Prevost is recovering from a
minor operations undergone las tweek. Few

friends knew she was ill when she com-
pleted her latest De Mille picture and went
to the hospital.

=s * *

Mrs. Earl Williams, widow of the cinema
player, was given court instructions to
liquidate $70,000 worth of stocks and bonds
last week to meet claims against the Earl
Williams estate. The property left by de-
ceased is estimated in excess of $200,000.

% ifs *

A' ewIyived-Scribes Return

Dorothy Yost and Dwight Cummins, sce-
narists and newlyweds of four weeks, have
returned from a honeymoon on which they
collaborated on a story, “The Better Man,”
which F B O has purchased.

* * *

Andrew Rice, who wrote the most re-
cent of George White’s “Scandals,” signed
a contract last week to write comedies for
Fox.

* * *

“Over the Andes,” the new title for
Douglas Fairbanks’ latest picture, will like-
ly succeed “The King of Kings” when that
picture goes out of the Chinese theatre here
early next month.

* * *

“The Moon of Israel,” directed by
Michael Curtiz and released by F B O,
opened at the Broadway Palace theatre
October 8 to big houses.

Talmadge Settles with
Carlos Out of Court in
$550,000 Counter Suit

(Special to the Herald)

HOLLYWOOD, Oct. 11.— The $550,000
cross-counter suit of Richard Talmadge
against the Carlos Productions, Inc., Abe
Carlos and L. A. Young, has been settled
out of court. The settlement followed two
days in court during the taking of testi-
mony. By the terms of the agreement Tal-
madge obtains his complete release from
Carlos and will make his future produc-
tions for any releasing company which he
decides to affiliate with. The action began
six months ago.

Police Seek Kalnay in
Alleged School Swindle

(Special to the Herald)

LOS ANGELES, Oct. 11.— More than
two score persons are listed in complaints
asking the arrest of Emerich Kalnay,
charged with larceny by trick and device.
Search started last week for the man. His
operations are said to include painting
colorful pictures of success in motion pic-
tures and his alleged schemes called for the
investment of $250 to $500 in return for a
cinema education. It is said that $25,000
is involved in the charges.

Sterling Pictures
Is Reorganized ;
Admits Walenstein

(Special to the Herald )

NEW YORK. Oct. 11. — Henrv Gins-
bere. nresident of Sterling Productions,
Inc., of which Sterling Pictures Distrib-

Joe Rock

uting Corporation
is the distributive
agency, announces
the complete reor-
ganization of Ster-
ling and the ad-
mission into the
company of Irving
L. Walenstein,
former exchange-
man and distribu-
tion expert.

The reorganiza-
tion, according to
Ginsberg, consists
chiefly in a large
increase in capi-
talization, which
will be utilized for the purpose of produc-
ing- pictures of higher calibre than hereto-
fore ; and in a closely knit production
personnel, made up of men who will en-
deavor to put the Sterling product in the
first rank by securing the best in stars,
stories, directors, production values, and
general supervision.

The new corporation, Sterling Pro-
ductions, Inc., has as its executive offi-
cers the following: Henry Ginsberg,
president; Joe Rock, vice-president and
general production supervisor; and Irv-
ing L. Walenstein, secretary and treas-
urer.

Michigan M.P.T.O, Hold
Annual Convention in
Jackson, October 18-19

(Special to the Herald)

DETROIT, Oct. 11.— The eighth annual
convention of the Motion Picture Theatre
Owners of Michigan has been postponed
one week. It will convene in Jackson, Oct.
18 and 19, with the Golf tournament
scheduled for Oct. 17.

Columbia Opens Two
New Exchanges on Coast

(Special to the Herald)

NEW YORK, Oct. 11— The newly or-
ganized distributors of Columbia Pictures
on the Pacific Coast, Columbia Film Ex-
changes, Inc., have opened permanent of-
fices in Portland, Ore., and Butte, Mont.

Klein Sails for U. S.

LONDON, Oct. 11. — Edward L. Klein,
well known film exporter, sailed for
America with Mrs. Klein on the Maure-
tania October 8.

Irving L. Walenstein

Henry Ginsberg

October 15, 1927

EXHIBITORS

HERALD

43

Film News
in

Pictures

PICTORIAL SECTION
of Exhibitors Herald

Issue of October 15

Stories Told
by

the Camera

Anyway, Leo landed in homelike surroundings. Here is
the wreckage of the monoplane in which Martin Jensen
and the M-G-M lion started their flight to New York. The
plane fell in the Tonto Mountains near Roosevelt Dam,
Arizona.

Camille takes a photographic bow at the opening of her
modernized version of the story for First National at the
Criterion theatre in Los Angeles. Left to right: Fred
Niblo, Gilbert Rowland, Norma Talmadge and D. W. Grif-
fith.

The Brooklyn Mark Strand, outstanding theatre in that city, has the following as its staff at present. Left to right: John A.
Becerra, publicity; Lou Hammond, chief projectionist; Emil Baum, conductor; Walter Smith, artist; Willy Stahl, conductor;
A1 Malone stage manager; Edward L. Hyman, managing director; W. J. McLaughlin, treasurer; Mme. Sonia Serova, ballet
mistress; T. A. Rice, house manager; Lee S. Ferguson, director of publicity; Thos. Farrar, art director; Sascha Kindler,
Concertmaster, and R. F. Bergseth, chief of service.

44

EXHIBITORS HERALD

October 15, 1927

Left: “Boy, how-
dy.” That’s what
fiction writers give
first in the A-B-
C’s of ranchdom,
so Sally Rand,
Hoot Gibson’s new
leading woman in
Universal’s “Gal-
loping Fury,” tries
it.

Right: Not that
Mrs. C. C. Young,
wife of Governor
Young, and their
two daughters are
preparing to join
the A. S. C. Louis
B. Mayer, of M-G-
M, demonstrates.

They won’t throw in that
sponge for Vera Reynolds.
No, sir! The De Mille-Pathe
star of “The Main Event”
tunes up.

Modern America in an Indian setting. Dorothy
Phillips, star of Rayart’s “Law and Man,” is the
1927 model squaw in this Yosemite vacation bit.
Her daughter and a friend are the hiking-garbed
papooses.

Whereupon we introduce Ad-
die McPhail, selected by the
Stern Brothers as the new
Mrs. Newlywed of Universal’s
Snookums series.

Officers of the Pacific fleet were guests of Sid Grauman at
a showing of the De Mille-Pathe production, “The King
of Kings,” at the Chinese theatre in Hollywood. L to R:
Grauman, Gilbert Rowland, Capt. W. D. Puleston, Admiral
L. R. De Steiguer, Norma Talmadge.

We also have present with us today (pictorially speaking)
Hugh Baillie, vicepresident and general business manager
of the United Press, and Mrs. Baillie, visiting Richard Bar-
thelmess at First National’s Burbank studio during filming
of “The Drop Kick,” now in first-run theatres.

October 15, 1927

45

EXHIBITORS HERALD

Left: ‘‘Hark,
Hark.” Perhaps
Virginia Roye,
who appears i n
Hal E. Roach
comedies for
Metro - Goldwyn -
Mayer release, is
hearing the call to
another picture.

Right: If Marjorie
Daw should hap-
pen to start the
plane it would be
a wild trip, as the
pilot forgot to get
in. Miss Daw is in
Johnny Hines’
“Home Made,”
First National.

No, Barbara Kent of Univer-
sal hasn’t a tummyache. It’s
just her idea of a sailor’s horn-
pipe that makes her that way.
And she’s happy about it.

Midwest folk with their chilly nights can get some
mental refreshment here, though Phyllis Haver
seems to be scalping Tom Mix, Fox star. Dorothy
Dwan is peeking. Margaret Livingston (left) and
Pauline Starke are riding Antonio the Seahorse.

It’s true — ‘‘Figures Don’t Lie.”
Esther Ralston, chosen for the
starring role in Paramount’s
picture of that title, proves it.
Which makes it unanimous.

Sick ’im, and just to make the bull more ferocious Audrey
Ferris holds his mouth open, painted teeth and all. So
George Jessel of Warner Brothers’ “Sailor Izzy Murphy”
stands very much at attention, which isn’t such a bad idea.
Of course the canine’s canines are store teeth.

All except Edmund Burns seem to be watching something,
at the Royal Hawaiian hotel in Honolulu. Dolores Del Rio
(hat brim turned back) was vacationing. Front row (R to
L) : Scott R. Dunlap, director; Kenneth Harlan, Burns,
Clyde Cook. Miss Del Rio is in United Artists’ “Ramona.”

46 EXHIBITORS HERALD

Gallup “Bombs” A.M.P.A. Out
of Lethargy, Demands Action

Netv President Insists on Return to Original Principles — “Roxy" Plans

Play Yard Atop Theatre

By JOHN S. SPARGO

NEW YORK, Oct. 11. — Bruce Gallup, the livewire new president of
the A. M. P. A., dumped a bombshell into the members of that organ-
ization which awoke them from the complacent lethargy in which
they have been lying dormant for the past year or so.

The bombshell came at a closed meeting of the organization held last
Friday, and from the looks of things, as outlined, the A. M. P. A. is going
to function along the lines of original planning or there will be more fire-
works.

THE A. M. P. A. long ago degenerated
into a Thursday luncheon club, with one
annual dinner — the Naked Truth Dinner.
After the fiasco of the last Naked Truth
dinner, it was generally believed that the
association would do well to return to origi-
nal principles or go out of business, and
at last Friday’s meeting it was made evi-
dent that the new president had similar
ideas.

Calls A. M. P. A. Disorganized
Without having a copy of Mr. Gallup’s
address it is impossible to give it verbatim,
bpt here is the gist of the message he
handed out, and anyone who knows Bruce
Gallup knows that he means it :

“Fellows, I called for a closed meeting
today because I have something on my
chest that must be released right now
before the new administration is a day
older.

“First, let me tell you something about
the ground plans of the Naked Truth din-
ner. I went into my first meeting with
the board of directors, firmly resolved that
I was going to fight like hell for one of
oti.r old stagg affairs. The board didn’t
agree with me and finally they came across
with -a suggestion, that is George Harvey
did, that we run a Western Night. That
struck my fancy and I am just as enthusi-
astic for that as I was for the stag.

“From that suggestion as a base — I have
worked out a plan for this event that I
believe, when brought about, will be the
greatest thing ever done by any association
in this business. More about that later.

“Regarding plans for the year, let me
just say that I have many. My program
is very well laid out — I am organized.

“I am organized to do something
for an organized body — BUT I have
no minute to tvaste, not an ounce of
energy to spare for any association
that is in such a state of disorganiza-
tion as the A. M. P. A., a body that
is a million miles off the purpose for
which it ivas created.

“It makes no difference to me if there
are members who are inclined to remark
that Gallup is pulling the Cohan-American
flag stuff, or inclined to spread the news
that I am trying to get the attention of
the grandstand — they would — to them I
have only one answer— ‘regardless of who
you are the sooner you get to hell out of
the A. M. P. A. the better it would please
me.’

“Now if I am going to be president of
this association we are going to know where
we are headed for and the best way to get
back on the right road is to turn to the
instruction book that was put there by a
group of sincere and foresighted men for
the A. M. P. A. to steer its course by.

Ready to Go the Limit
“If in the following motions that I am
about to offer some people are going to be
hurt — if the results achieved will benefit
the majority, I say let the ‘hurts’ go on.

If there are any who, by the carrying
through of these motions, feel — and I don’t
believe there are any men so small in the
A. M. P. A. — that they are being discrim-
inated against, then they haven’t the real
love and loyalty for the association that
should be there and the best thing for them
would be to drop out of sight.

“To see that the A. M. P. A. will func-
tion as it should function, according to its
Constitution and By-Laws I’ll go the limit.

“ There lies the whole secret of the
position of the A. M. P. A. today — it
lias not been permitted to function ac-
cording to the constitution and by-
laws, the fault of no one individual
but due to the indifference of a
group of individuals.

“That’s over — indifference in man-
aging the affairs of the A. M. P. A.
has gone out the windoiv. We’re go-
ing to get down to cases and operate
as its founders intended we should
operate.

“So it is with the spirit of these
founders in my heart / offer the fol-
lowing motions — with a condition: if
the membership body agree to stand
by the results achieved by these mo-
tions and heartily endorse the stand
of the president he in turn pledges
himself to make every effort in seeing
that the A. M. P. A. gains again the
prestige it once enjoyed.

“If, on the other hand, the member-
ship body desires to continue as a so-
cial organization, the president, due to
the fact that the coming season offer-
ing as it does so nuiny opportunities
for work along constructive lines that

Editor Praises Industry
For Assisting Surgeons

“The camera, we are told, is
about to put the skill of the great-
est surgeons and the technique of
the best hospitals at the beck and
call of the humblest healer in the
remotest hamlet,” says an editorial
in the Chicago Herald-Examiner
following announcement of com-
pletion of plans for co-operation
of the industry with the American
College of Physicians and Sur-
geons. The news reminds us that
the use we have as yet made of
this all-seeing eye is trifling in
comparison with the uses which
remain to be explored.

“Here is a mirror capable of
being held up to every phase and
activity of nature and of fixing the
image imperishably

“With such a wealth of possi-
bility of instruction there remains
as an excuse for ignorance only
the inertia of those reluctant to
learn.”

October 15, 1927

will aid him in bettering his position
in this business, thereby having no
time to go into the vaudeville booking
game to provide entertainment for a
group far better equipped than he
is to do such a job — will immediately
tender his resignation as president of
the A. M. P. A.”

The Naked Truth “ Roundup Din-
ner” has been set for February 4 at
the Astor hotel.

* * *

Roxy Plans Children’s Play Yard
Along with the many innovations to be
found at the Roxy theatre, S. L. “Roxy”
Rothafel is considering the advisability of
establishing a checking station and play
yard for babies and children on the spacious
roof of his motion picture cathedral.

A commuting couple from New Jersey,
the other day, stopped at the check room in
the lobby with a two-year-old boy and
asked the attendant to check him. The
obliging attendant took the child, but un-
schooled in the ways of caring for children,
immediately called Rothafel on the tele-
phone for advice. Roxy descended from
his office to supervise operations. The baby
enjoyed himself immensely and found Roxy
a very genial companion.

Finally the child was brought up to the
Hospital, and put in charge of one of the
nurses. So charmed was the two-year-old
with the Roxy theatre, that on the arrival
of his parents, Mr. and Mrs. A. Hoffman
of 16 Madison avenue, Jersey City, he
would not go home without a protest.

Roxy’s experience with young Ivor Hoff-
man convinced him that a checking station
for babies would be a useful addition to
the many conveniences of his theatre.

* * *

Quimby Returns from Midwest
Fred Quimby, who has been doing the
Paul Revere act through the Middle West-
ern states in the interest of Metro-Goldwyn-
Mayer short features, of which he is sales-
manager, has returned to the home offices
of the company in New York. From his
enthusiastic expression and demeanor it is
safe to assume that Metro-Goldwyn-Mayer
short features are setting a fast sales pace.
Quimby was on the road for the whole
month of September.

* H* *

Club Members Meet Oct. 14

Busy Bruce Gallup, secretary protemp
of the Motion Picture Club of New York,
has selected a day which he hopes is not
a holiday, a fast day, a feast day, or a
Saint’s day. First he picked on October 6
then hurriedly skipped over to October 12
and now he has selected Friday, October 14,
as the next meeting of the charter members
of the Motion Picture Club.

This will be in the form of a luncheon
at the Hotel Astor, and at this meeting will
be decided, if possible, the most appropriate
site for the permanent quarters of the club
— five are under consideration.

The charter of the club was granted on
October 3, and a motion will be made to
close the charter memberships on October
31, in line with the proposal to keep the
charter membership open to applicants for
one month after the receipt of the charter.

This, of course, does not mean that these
applicants will necessarily be accepted but
the fact of their application being filed be-
fore October 31 will entitle them if they
are accepted as members to come under the
classifications of charter members.

Roxy Speaks at Radio Show
“Roxy,” Rothafel journeyed to Pitts-
burgh last week where he was the prin-
cipal speaker at a banquet which was held
in connection with the radio show there. In-
cidentally Roxy took in the second world
series game and said “hellow” over Graham
McNamee’s microphone to the million or so
friends of the air.

October 15, 1927

EXHIBITORS HERALD

47

JUST MARRIED. Here are Irving G. Thalberg, associate producer at the M-G-M
studios, and his bride, Norma Shearer, M-G-M star, with their parents, at the
nuptials.

Jolson’s Songs Help
“The Jazz Singer” at
New York Premiere

Vitaphone Songs Get Great Ap-
plause but Picture Receives
Little

By JOHN S. SPARGO

NEW YORK, t Oct. 11.— Billed as
“Warner Brothers’ Supreme Triumph,”
“The Jazz Singer” was given its world
premiere last Thursday night at Warner
Brothers theatre. Probably nothing ever
put on in a Broadway motion picture
theatre evoked such hearty and pro-
longed applause as was shown time af-
ter time during the picture.

But this time after time applause was
not for any motion picture. It was for
A1 Jolson and his songs. The picture
itself didn’t cause a ripple.

“The Jazz Singer,” primarily, is scarce-
ly a motion picture. It should more
properly be labeled an enlarged Vita-
phone record of A1 Jolson in half a
dozen songs, five of them being the most
popular he has sung on Winter Garden
stages.

Samson Raphaelson’s sad little story
of the son of a Jewish Cantor, who re-
fused to follow five generations of his
family by devoting his musical talents
to singing in Jewish Temples, and in-
stead becomes a jazz singer, is used by
Warner Brothers simply as a back-
ground for putting over A1 Jolson and
his songs with the Vitaphone. It would
be sad to think of what would happen
to the picture without the Vitaphone and
Jolson’s songs.

During the course of the filming Jolson
sings the following songs which have
been made popular by him during the
past several years: “Dirty Hands, Dirty
Face,” “Toot, Toot, Tootsy, Goodbye,”
“Blue Skies,” “Mother of Mine, I Still
Love You,” “Mammy,” and the Jewish
hynm, “Kol Nidre.”

The picture was directed by Alan
Crossland, whose many successes will
not be enhanced by what is shown as
the finished product of this production.
However, if the opening night is any cri-
terion “The Jazz Singer” will long be a
riot on Broadway.

Laemmle Makes First
Use of Photo-Radio
Contract to Buy Play

(Special to the Herald)

NEW YORK, Oct. 11.- — For the first
time in history, a contract was made by the
use of photo-radio when Carl Laemmle, in
London, purchased the film rights to
“Broadway,” the successful stage play, from
the owners in New York.

The contract page was sent to London by
photo-radio where Laemmle signed it, and
was then sent back by radio to New York
for signature by the owners. Laemmle paid
$225,000 for the film rights to the play.

Hampton Says Studios
Could Save 30 Millions
Training in Visualizing

( Special to the Herald)

NEW YORK, Oct. 11.— Thirty million
dollars in production costs could be saved
annually if all producers would cooperate
with directors and writers who are training
their minds in visualization as it will ap-
pear on the screen, says Ben B. Hampton
in the November issue of Motion Picture
Magazine in an article entitled “The Battle
of the Bankrolls.”

Hodkinson Takes Fling
at Hays and M.P.P.D.A.

(Conti nued from Page 37)
practices in the case of the Famous
Players-Lasky Corporation, which it had
under investigation six years. This
company was ordered to cease block
booking, and to cease acquiring motion
picture houses. During those six years,
Mr. Seabury pointed out yesterday, the
practices of this corporation have been
centralized in the Hays association. The
present movement is to make the com-
mission’s decision applicable to the en-
tire industry and to eradicate other
methods which the independents find ob-
jectionable.

The latter. Mr. Seabury said, do not
recognize the conference called for
Monday as truly representative of
the industry. Mr. Hodkinson states
he believes the true purpose of the
conference is “to coerce the industry ”
into approval of block booking and
other “unfair practices ” as a basis for
applying to the Federal Trade Com-
mission for a reconsideration of its
decison in the Famous Players-Lasky
case.

Through the control of a large portion
of the first-run theatres by the distribu-
tors, and through exclusive exhibition
contracts, small exhibitors are being
frozen out, the petition complains. They
are compelled to surrender their right
to redress in the courts, it states, by the
uniform contracts adopted by the Hays
association, which makes arbitration
compulsory.

Calls Boards Unlawful

The Arbitration Boards and the Film
Boards of Trade, under which they op-
erate, Mr. Hodkinson alleges, are “in
reality unlawful collection agencies for
the said national distributors, masquer-
ading as legitimate trade organizations.”
Any exhibitor dissenting from their de-
cision, he alleges, is boycotted.

The arbitration boards consist of three
branch managers in the employ of the
national distributors and three exhibi-
tors. But through the control of thea-
tres by the distributors, the exhibitor-
members, he believes, are subject to the
dictation of the Hays association.

Laemmle Arrives
in New York After
Long European Trip

(Special to the Herald)

NEW YORK, Oct. 1 1.— Carl Laemmle,
president of Universal Pictures Corp.,
arrived in New York last Friday, after
a summer spent
in Europe. He
was met by a
large party of
friends and em-
ployes at quaran-
tine.

Arriving with
Laemmle, and in
his party, were
Sam Harris, edi-
tor of Cinema;
Julius Stern,
president of the
Stern Film Corp.,
and Max Alexan-
der, technical
studio chief for
that company; Dimples Lido, who was
discovered and signed by Carl Laemmle,
Jr., for development as a Universal star;
Carl Laemmle, Jr.; Mr. and Mrs. Mau-
rice Fleckles; Miss Rosabelle Laemmle
and Jack Ross.

Laemmle appeared in excellent health.
He stated that he was looking forward
to the greatest season in the history of
LTniversal, with such productions as
“The Man Who Laughs,” “Broadway,”
and “Show Boat,” scheduled for spe-
cials. After two weeks in New York,
he will go straight to Universal City.

Glencoe Votes by Mail
in Favor of a Theatre

(Special to the Herald)

GLENCOE, ILL., Oct. 11.— Glencoe
favors a motion picture theatre. Last
week the citizens of the village voted by
mail on the question. The returns from
the vote show that 445 were in favor and
73 were against. Three hundred-fifty resi-
dents were in favor of Sunday shows and
168 were against, so now Glencoe is to
have a theatre after all these years of do-
ing without one.

48

EXHIBITORS HERALD

October 15, 1927

Exhibitors Herald Production

Directory

A Valuable Resume of Production Activities

(J Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

Charles Chaplin Studio

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

“The Circus'*

Charles Chaplin Charles Chaplin United Artists

Jan. 1926

Merna Kennedy

Columbia Pictures Corporation

“The Tigress”

Geo. B. Seitz

Jack Holt “Perfect Thirty”

Sept. 26

De

Mille Studio

“The Leopard

Rupert Julian

Jacqueline

Sept. 14

Lady”

Logan

“Chicago”

Fiank Urson

Phyllis Haver

Victor Varconi

Sept. 20

“Gallagher”

Elmer Clifton

Junior Coghlan

Sept. 28

F B 0 Studio

“Freckles”

J. Leo Meehan

Johnny Fox Gold Bond

Jean Stratton

Sept. 19

Hobart

Bosworth

“Coney Island’’
“The Pinto Kid’

Ralph Ince

Lois Wilson Gold Bond

Sept. 10

’Louis King

Buzz Barton Western

Oct. 3

Fine

Arts Studio

“The Cheer

A1 Neitz

Ralph Graves Gotham

Oct. 3

Leader”

Gertrude

Olmsted

“Wild Geese”

Phil Goldstone

Belle Bennett

Anita Stewart

Jason Robards

Sept. 30

“Ladies Night Edward Cline

Jack Mulhall

Oct. 7

in a Turkish

Dorothy

Bath”

Mackaill

First National Studio

“Love and

M. Neilan

Colleen Moore

Sept. 13

Kisses’’

“Louisiana”

Fitzmaurice

Billie Dove

Gilbert Roland

Noah Beery

Aug. 29

“The Private

A. Korda

Maria Corda

Aug. 5

Life of Helen

Lewis Stone

of Troy”

“The Valley of

Charles Brabin

Ricardo Cortez

Miltop Sills

Aug. 26

the Giants”

“Shepherd of

A1 Rogell

Mollie O’Day

Aug. 26

the Hills”

Alec Francis

John Boles

“A Texas

Richd. Wallace

Will Rogers

Aug. 20

Steer”

Harry Langdon

Sept. 14

“Caravan

H. J. Brown

Ken Maynard

Sept. 13

Trail”

“Sailors Wives”

J. Henabery

Mary Astor

L. Hughes

Oct. 1

Fox Studio

“Lady

Fiank Borzage

Janet Gaynor

Sept. 26

Cristilinda”

Charles Farrell

“Come to My

A1 E. Greene

Olive Borden

Sept. 19

House”

“Balaoo”

Richard Rosson

Edmund Lowe

Leila Hyams

Sept. 12

“Wildcat Law”

Gene Forde

Tom Mix

Sept. 6

Victor

Natalie Joyce

“Ladies Must

Heerman

Virginia Valli

Sept. 1

Dress”

Lawrence Gray

Hal Cooley

“Free & Easy”

Arthur Rosson

Madge Bellamy

James Hall

Joseph

Sept. 30

Cawthorne

Metro-Goldwyn-Mayer Studio

“The Divine

Victor Seastrom Greta Garbo

Sept. 28

Woman”

Lars Hanson

“The Patsy”

Vidor

Davies

Oct. 4

Novarro picture H. Beaumont

Novarro- Adoree

Sept. 14

(Untitled)

“Dog of War”

Van Dyke

Marceline Day

Ralph Forbes

Sept. 16

“Baby Mine”

Leonard

Dane-Arthur

Aug. 12

“West Point”

Sedgwick

Haines-

Crawford

Metropolitan Studio

STORY

DIRECTOR

CHIEF NAME

STARTING

PLAYERS BRAND

DATE

“The Terrible

Spencer

Allene Ray Pathe Serial

Sept. 12

People”

Bennett

Walter Miller

Untitled

Ted Wilde

Harold Lloyd Harold Lloyd

July 15

Prod.

Paramount Famous Lasky Corporation

“Gentlemen

Mai St. Clair

Ruth Taylor Paramount

Sept. 14

Prefer

Alice White

Blondes”

Ford Sterling

Trixie Friganza

Holmes Herbert

Mack Swain

“Serenade”

Emily Fitzroy

H. D’Abbadie

Adolphe Menjou Paramount

Sept. 12

“The Gay

D'Arrast

Kathryn Carver

Lina Basquette

Lawrence Grant

Gregory

Richard Dix Paramount

Sept. 3

Defender”

“The Side

LaCava

Thelma Todd

Fred Kohler

John Waters

W. C. Fields Paramount

Sept. 6

Show”

Chester

Conklin

Mary Brian

Jack Luden

“Get Your

Dorothy Arnzer Clara Bow Paramount

Sept. 16

Man”

Charles Rogers

Josef Swickard

Josephine Dunn

Harvey Clarke

“The General”

Josef von

Emil Jannings Paramount

Oct. 5

Sternberg

Evelyn Brent

William Powell

Nicholas

Sousannin

Buster

Keaton Studio

“Steamboat

Chas. Riesner

Buster Keaton United Artists

July 15

Bill, Jr.”

Tec-Art Studio

“Ramona”

Edwin Carewe

Dolores United Artists

Now in

Del Rio

Warner Baxter

Roland Drew

Vera Lewis

Michael Visaroff

Carlos Amor

Production

United Artists

“Sadie

Raoul Walsh

Gloria Swanson United Artists

June 29

Thompson”
“Drums of

D. W. Griffith

Mary Philbin United Artists

Sept. 12

Love”

Don Alvarado

Universal Pictures Corporation

“Use Your

Fred Newmeyer Reginald Denny Universal Jewel

Sept. 6

Feet”

“The Cohens

Wm. Beaudine

George Sidney Universal Jewel

Sept. 13

and Kellys

J. Farrell

in Paris”

MacDonald

“The Man Who Paul Leni

Conrad Veidt Universal Jewel

Sept. 26

Laughs”

“Foreign

Paul Sloman

Kerry-Stone Universal Jewel

Sept. 26

Legion”

“13 Washington Mel Brown

Jean Hersholt Universal Jewel

Square”

Warner

Brothers Studio

Oct. 3

“Brass

Lloyd Bacon

Monte Blue

Sept. 19

Knuckles”

Betty Bronson

“If I Were

Roy Del Ruth

May McAvoy

Sept. 21

Single”

Conrad Nagel

“In Name

Henry LehrmanOwen Moore

Oct. 3

Only”

Helene Costello

“Beware of

Archie Mayo

Irene Rich

Oct. 7

Married Men'
“Glorious

Alan Crosland

Dolores Costello

Oct. 10

Betsy’

October 15, 1927

EXHIBITORS HERALD

49

NEWSPICTURES

FOX NEWS NO. 1— American Legion captures Paris
“—Western sheep end summer grazing at Lake
Chelan, Washington— Nine daring flyers leap at
same time from navy plane.

M-G-M NEWS NO. 14— -A champagne toast to the
second A. E. F., Rheims, France, brings out its
rarest vintages for visiting Legionnaires— West
Point holds first “Air Review.” Cadets march
for visiting blimp fliers— Millions of sheep start
for market; Flock of 60,000 at Gallatin National
Forest, Montana.

M-G-M NEWS NO. 15— War re-enacted for Presi-
dent Coolidge. Battle of Madeleine Farm thrills
Chief Executive and Mrs. Coolidge — $75,000,000
tornado takes terrific toll! St. Louis hard hit—
Balloon shot down at state fair sets autos ablaze
at Trenton, N. J.

PATHE NEWS NO. 79 — A. E. F. Passes once more
amid French cheers— Portuguese cavalry show
daring skill— Explores wonders of Jungle water-
falls at Iguassu Cataracts in Argentine.

PARAMOUNT NEWS NO. 19 — Twister hits St.
Louis— Legion session ends— Flashes from every-
where; U. S. S. Texas passes through Panama
canal — Native rodeo at Mexico City — Roosevelt
Field, L. 1., Inventor's freak plane just rolls
along ground.

KINOGRAMS NEWSREEL NO. 5332 — Mrs. Medill
McCormick, widow of Illinois senator, is can-
didate for representative from Illinois Sweden's

King marks colleges 400th year — Twenty thou-
sand see season's closing bicycle races in New
York.

INTERNATIONAL NEWSREEL NO. 81— Daredevils
thrill at New Jersey State fair, at Trenton—
The “California,” largest steamship built in the

U. S. leaves ways at Newport News, Va. Prize

pups make dog show a real “wow” at St. James,
L. I.

PARAMOUNT NEWS NO. 20^—YaIe, West Point and
Detroit football teams open season with real
scraps — Uncle Sam's soldiers at Washington
stage mimic fight to aid Army Relief Fund

Survey Cited as
Hal Roach Hits at
Film Theatre Acts

Results of a questionnaire by Samuel
Carver, manager of the Liberty in
Kansas City, are pointed to in an effort
to substantiate the claim of Hal Roach,
producer of short comedies, that comedies
and other Short Features provide better
drawing cards for theatres than elab-
orate presentations.

Replies to Carver’s questionnaire are
quoted as showing that of 4,637 patrons
who voted, 3,458 declared in favor of a
program of straight pictures.

Hal Roach recently cited five argu-
ments for recognizing the Short Feature
above the presentation acts as a medium
of greater receipts: There is a short-
age of presentation talent; there is grow-
ing similarity between acts; good two-
reel productions can be shown for less
cost than presentation acts while rep-
resenting from $25,000 to $50,000 in en-
tertainment values; good comedies
require two-reels and the presentation
house usually cannot use two-reel sub-
jects; and finally there is more entertain-
ment value in a well-balanced motion
picture program than in any other form
of entertainment.

Exhibitors Overlook Value of
Short Features, Says Jenkins

Exhibitors are not paying sufficient attention to their Short Features in
their newspaper advertising. That conviction, voiced at various times and
confirmed in the series of discussions recently printed in this department of
the Herald, received new substantiation this week with the return of J. C.
Jenkins — you all know him as the “Herald Man” — from the West.

Same Situation in Idaho

“Daddy” Jenkins found true in Idaho the same situation he had encountered

in Nebraska, the Dakotas, Minnesota,
ceding his journey westward.

Paper on Short Features generally was
found to be limited to the use of a one-
sheet. Setting out a group of photos of
the1 stars or of scenes was only occa-
sional, at best; use of more material
than that was rare. And that despite
the frequent remarks of theatre owners
that they have seen the Short Feature
save the show on more than one occa-
sion. And as for the news reel, exhib-
itors have reported to this department
that certain patrons go to see the news
pictures and nothing else.

“Often Saves the Show”

The amount of exploitation devoted to
Short Features by a particular exhib-
itor can fairly be taken to represent his

George m. dorsey, mg-m News

cameraman, is again president of the
White House News Photographers Associa-
tion. This organization, formed at the re-
quest of the Secret Service Department to
eliminate indiscriminate photographing of
scenes and individuals, includes all ac-
credited motion and still cameramen at the
capital.

Wisconsin and Iowa, immediately pre-
idea of the proportionate value of them
in his program. Laxity of booking and
sloppiness in presentation of Short Fea-
tures, as noted in this department last
week in a survey of the situation in
upper New York state, mirrors that ex-
hibitor’s attitude toward the importance
of that group of subjects.

Yet there is a world of variety in
subjects being offered this year in
one, two and three reels. Further-
more, the present year probably has
outstripped any since the war in pre-
senting “naturals” in important events
which have been covered by the news
reels in a fashion which has set a new
standard in screen reporting.

First glance at the latest list of reports
to Jenkins by exhibitors seemed to indi-
cate that theatre owners of Idaho rec-
ognized the value of their Short Fea-
tures in a greater degree than do exhib-
itors in other states recently visited.

Doubts Geographical Difference
Jenkins doubts, however, that geo-
graphically there is any difference in
comparative appraisal of the newspaper
advertising value. Of interest, neverthe-
less, is the comment offered by several
of the exhibitors visited.

“Often a comedy or news reel saves
the show,” says O. W. McConnell of
the Lyric theatre at Grangeville, Idaho.
McConnell is one of those who believes
short product, reel for reel, should be
exploited by exhibitors as fully as the
long subjects.

Marie Goodland of the American at
Kimball, Neb., declares that “a large
percentage of the people enjoy come-
dies and they always bring children,
who bring their people.”

Three others place their emphasis upon
the long feature, however. M. F. Har-
ris of the Strand at Evanston, Wyo.,
holds that “features are the real draw-
ing card. Unless comedies have a real
good star in them they are of no interest
to the general public.”

I. H. Harris of the Burley theatre at
Burley, Idaho, even states it is his con-
viction that “Patrons often come after
the comedy has played, thus showing
they do not care for them. The feature
is the drawing card.”

50

EXHIBITORS HERALD

October 15, 1927

Discovery Nights Pack Them In

Why Ballads
Live Longer
Than Jazz

Expert Explains Why Melancholy
Melodies Linger with
Public

By SAMUEL R. MUSAMANNO

Why is it that songs, both popu-
lar and classical, with sad, gloomy
and pathetic music lyrics endure
far longer than songs possessing
happy, joyous and cheerful tunes
and lyrics? This is sort of an in-
solvable riddle. The average per-
son can easily remember sad songs
published as far back as five, seven,
and even ten years, but when it
comes to happy tunes this same
person finds that he has entirely
forgotten songs popular two or
three years ago. Songs are pro-
duced in prodigious numbers and
sold in gigantic quantities; created,
used and forgotten much the same
as most of the things that contrib-
ute to the preservation and amuse-
ment of our lives. Taking into con-
sideration the two outstanding fac-
tors that form the goal that every
human being strives to reach, he
will find that there is something
conflicting, something that does not
match between durability of sad
songs and our every-day pursuit of
happiness.

The two factors uppermost in the
mind of practically every normal be-
ing are self-preservation and the de-
sire for happiness. (Nobody likes to
worry.) These two dwarf all other
human desires. Happiness is, of
course, somewhat difficult to define.
People who have no worries are
considered happy. Another element
that enters into our desire for
happiness is our national spirit
of optimism. In no other country
in the world will one find as
many confirmed optimists as in these
United States where the man worth

( Continued on page 51)

Watch This Boy

J. VIRGIL HUFFMAN, one of the most
popular young organists, recently featured
player at the Irving theatre, Chicago, is
now guest organist of Loew’s Columbia
theatre in Washington, D. C. — Some class,
eh? Playing almost next door to the
President of these United States — “Well,
You can’t keep a good man down,” says
Henry B. Murtagh ; who has been Virgil’s
teacher for years. You bet you can’t, fel-
lows— So if you can’t raise your boy to be
a President, he can at least go to Wash-
ington as an organist.

man

*
i
<•

\

%

;

6

i ft •

OUT-OF-TOWN
MANAGERS
Get in Touch with T
Your

NOVELTY NIGHTS!

CALL — WIRE — WRITE I

1001 Woods Theatre
Bldg., 54 W. Ran-
dolph St., Chicago
Tel. State 2147-2148

Assists Small
Theatres to
Buck DeLuxe

Houses Desiring This Service
Should Write to
The Herald

By A. RAYMOND GALLO

Some time ago we carried an
article in this department about
presentation and the small theatre.
In that article we claimed that pres-
entation has helped increase busi-
ness in the neighborhood theatre by
the unique stunts and novelty
nights that have been conducted to
compete with the deluxe theatres.

A stunt that has proven success-
ful for a number of years and one
which always draws a crowd is the
“Discovery "Night.” The writer had
the pleasure to drop in at the Wind-
sor theatre, Chicago, a few nights
ago when one of these stunts took
place and the results obtained at
that theatre due to this particular
night, was startling.

Keeps Patrons in Neighborhood

After sitting through the entire stage
program which was conducted along the
lines of a stage bandshow, the writer was
so impressed with the idea that a call was
made upon the manager, Dick Emig, who
in turn offered some valuable information
that seemed to be of great interest to you
if you are considering a novelty night in
your theatre.

The information secured was as follows:
“A little over three years ago, when Bala-
ban & Katz started their bandshow policy,
we found that something besides straight
vaudeville and pictures was needed to keep
our neighborhood audience in our neighbor-
hood,” said Mr. Emig. “Therefore, Lub-
liner & Trinz, the owners of this house,
began a long and thorough search for a
novelty idea that would serve the purpose
to stimulate business in our theatre at no
increase of overhead, and along that time
Sam Herman whom we had heard of as a
novelty contest man, approached us with
the idea of a ‘Discovery Night’ which at
that time was brand new and his own
origination and I immediately saw the pos-
sibilities of the stunt and recommended it
to the firm.

“Since that time we have been doing
( Continued on page 51)

October 15, 1927

EXHIBITORS HERALD

51

DISCOVERY NIGHTS

(Continued from page 50)

‘Discovery Nights’ at this theatre regularly
each week and we have taken particular
notice each time to see if the same crowd
came back and I am glad to state that the
same ones that were here with our first
programs are still coming today; in fact,
some of the most wealthy families within
a radius of a few miles are regular patrons
here on every ‘Discovery Night,’ again
proving that the idea is very succesful from
an entertainment standpoint as well as a
box office drawing stunt.”

M. C. Is Important

After talking with Mr. Emig the writer
saw fit to sit through another performance
of this stunt and watch with particular in-
terest the clever handling of the entertain-
ers by Sam Herman who also acted as
master of ceremonies on the stage. _ The
show took place as any regular professional
bill with the band on the stage and a beauti-
ful full-stage setting with Cecil Davis as
the band leader conducting the band
through a series of arrangements for the
performance.

Herman made his entrance before each
specialty to announce the particular party
and the type of offering they would do and
if we may take the liberty to state here, it
was Sam Herman’s clever line of chatter
as a dispensor of dry humor that held the
show intact and made it as interesting as
it appeared to the audience and this writer.
In fact, in some instances he even took
the liberty to pep up the band and put in the
few finishing touches that a real showman
of Herman’s type knows when to inject.

After watching this man’s work the
writer feels safe in saying that besides
being careful of selecting your talent for
“Discovery Nights” be also very careful
in selecting a man who is able as well as
capable of putting on a stunt for you as
successful as Sam Herman conducts them
in Chicago. This fellow may not know it,
but he is a natural for a master of cere-
monies and the big league should grab him
for a bandshow right away quick before
some wise theatre manager grabs him for a
neighborhood house. It has always been
proven that showmanship is 75 per cent of
show business and that, as well as talent,
almost puts over any particular type of
artist and entertainment and this fellow
sure has got showmanship.

Another point of interest in this stunt
is the fact that at 9:30 on the night this
took place a crowd of several hundred
people were still waiting in line to gain
admission to the theatre. The manager
added to this fact that that was a common
scene every week on “Discovery Night”
and that regardless of the weather the
crowd was there regularly to witness their
entertainment. The theatre is a fair sized
neighborhood house located at Clark and
Division streets, Chicago, only a few min-
utes ride from the loop.

Glad to Serve You

As it has been stated before in this
department, any theatre in any part of the
country regardless of its size, which de-
sires to install a policy of stage entertain-
ment, be it either specialty acts, stage
bandshows, or presentation of any form in
addition to novelty nights we are more
than glad to serve you in any way by
recommending you to the people and organ-
izations who are recognized in this line and
able to furnish you with the best results
obtainable for the money you are able to
spend. We will consider it a great pleasure
to be of any service to you. Just call
this new service one of the many valuable
money making departments that is a regu-
lar service of the Herald.

Schoenstadt

Squawks

Exhibitors Herald,

407 S. Dearborn St.,

Chicago, 111.

Gentlemen: We desire to call your at-
tention to the criticism of your reporter as
to our show ending the week of October 1.
This criticism has greatly injured our busi-
ness and standing and we do not intend to
tolerate same.

Therefore, you are hereby given notice
that should any slanderous remarks, such
as are made in this criticism against our
show, again appear on the EXHIBITORS
HERALD, that we will place the matter
before our attorney wth instructions to
begin a libel suit for damages against you.

We have been in the show business for
a good many years, and are among the
veterans in this line. We have never given
the EXHIBITORS HERALD any authority
to criticize our shows, and do not intend to
start now. Your reporter has been very
impudent, and our manager told him that
he did not wish to have any criticism from
him, and evidently on account of this, he
has shown his ire by doing all he could to
knock our show.

We have suffered damage which cannot
be measured in either dollars or cents, and
I trust therefore that you will desist from
further criticism or printing and publishing
any such matters pertaining to the Pica-
dilly theatre or any of our other theatres
or shows.

Very truly yours,

H. SCHOENSTADT & SONS,
By H. S.

SAD MUSIC

(Continued from page 50)

while is the man with the smile.
Knowing all this about our effort to
acquire happiness, and also taking
into account our American apprecia-
tion of frivolity and laughter, it is
indeed surprising that songs made up
of pathetic music and solemn lyrics

should have a greater market endur-
ance than those possessing happy
tunes. This has always been a mys-
tery to me.

Not so long ago I had the occasion to
be in the company of one who had made
a life-long study of mental behaviorism,
a university psychologist. I asked him,
“Why in a republic of happy people do
sad songs have a larger sale than happy
tunes?” He explained as follows:

“Youth is a period of frivolity and joy;
age is a time of sedateness and oftimes
sorrow. It is a natural characteristic for
everything that is young to be full of the
spirit of joy and animation. This can be
observed in animals, human beings, and
even in nations. WE can attribute a
great measure of our American progress
to the youthful vigor and speed with
which things move here. It should be
remembered that the United States is the
youngest of all established nations. The
older a country gets the more solemn be-
comes the behavior of its people. As a
proof of this assertion consider England
and the United States. The people of
these two great nations speak the same
tongue, dress and live pretty much the
same; but when it comes to quickness of
action, humorous outlook on life, and
blessed ability to see the joke — well —

“The same tendency applies to people.
When a person reaches the age of 25
years he or she has reached the period of
maturity. All childish fancies have dis-
solved in the cup of time, and that per-
son begins to see life and its many phases
from an entirely different and far more
serious angle. Of course, there may be
exceptions — we have plenty of 50-year-
old babies — but we are speaking of gen-
eral instead of exceptional cases. Tip to
the age of 17 years one is, on our general
American average, dependent upon others
for his or her livelihood. Our actual
spending power begins at the age of 17.
This leaves 8 years for what might be
termed youthful expenditures of money.
During the fifty or so years that make up
the balance of our existence we purchase
only the essentials of life. This is the
difference between the ratio of 15 years
of frivolity and 50 years of seriousness;
giving the idea why songs with happy
tunes do not endure as long as our melo-
dies that are musically sad.”

SOLD $1,000,000 worth of CHICAGO REAL ESTATE (not county acres)

to your friends in the profession. Now presenting for your approval

MARQUETTE ROAD TERRACE

67th Street and Crawford Avenue

With all improvements in and ready to build on NOW. HOW ABOUT YOU?

CARME ROMANO

10 South LaSalle Street (Realestator to the profession)

Chicago, III.

RAY TURNER tfaW,”

Now atB&KMcVickers Theatre, Chicago

BROADCASTING OVER WEBH — WJJD

ARTHUR RICHTER

SOLO ORGANIST

WISCONSIN theatre, MILWAUKEE

52

EXHIBITORS HERALD

October 15, 1927

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: En-
closed find check for three dollars for the sub-
scription, I placed for Mary Spencer, Sunburst,
Montana.

Will be over to see you this week. Kindest
regards, ALBERT F. BROWN, Marbro Theatre,
Chicago, 111.

PRESENTATION ACTS— To the Editor: Your
letters received, due to the terrible hot weather
we’ve been having just couldn’t answer, I’m sorry.

We will discuss it in the near future rather
when season is in full blast.

Enclosed find money order for which send me
the “Herald.” Thanking you. MILTON SLOSSER,
Missouri Theatre, St. Louis, Mo.

New Policy at Miller

This week marks the inauguration of a new
stage policy at Saxe’s Miller theatre, Milwaukee,
the feature of which is Mildred Andre and Her
Merry Musical Gang. Miss Andre’s musical gang
consists of a dozen musicians formerly known
as Charles Balow’s Wisconsin club orchestra. She
also brings with her six dancing girls, the “Six
Millerettes.” This new policy will feature Miss
Andre’s band in a number of exclusive arrange-
ments made by Glen Welty. The feature guest
artists this week is Bob (Uke) Henshaw, and
other entertainers are Wedge Van and Wedge,
Frank (Peg) Jones, and Baby Gertie. This en-
tertainment is offered in addition to a feature
photoplay, comedy and a news revue.

Shifts Opening Day

On October 15, Crandall’s Metropolitan, Wash-
ington, will put in operation the new policy of
opening its new bill on Saturday of each week
instead of Sunday. The photoplay feature chosen
to inaugurate the new plan at the Metropolitan
ifl Paramount’s “The Rough Riders.’’

Blind Boone Dead

“Blind Boone,’’ 63 years old, internationally
famous negro pianist, died at Warrensburg, Mo.,
on the night of October 5 from dilation of the
heart. He had been ill for several months.

A $4,000 Treat
For Atlanta

The bringing of Vincent Lopez to At-
lanta was a daring experiment on the part
of the Capitol theatre (a Pantages com-
bination pictures and vaudeville house) for
the act is costing more money than any
big time vaudeville ever booked in Atlanta
— $4,000 a week, plus railroad fares back
to New York, and there are 15 members
of the Lopez company.

But the experiment has been as success-
ful as it was daring. Capacity business all
week, columns of publicity in the news-
papers, including several front page
stories, new prestige for the Capitol — and
box offices figures that persuaded the man-
agement to exercise its option and hold
the act a second week for an additional
$4,000.

The fame of Vincent Lopez had pre-
ceded him, thanks to newspapers, radio
and Brunswick records, and his audience
was “ready-made,” so to speak. But added
to all that, is the incontestable fact that
Vincent Lopez is an artist and a showman.
He puts his act over in great style, with a
crashing climax in the form of his Lind-
bergh number, protraying scenically and
musically the memorable flight across the
Atlantic.

Peabody at Broadway

Eddie Peabody who has just completed a suc-
cessful run of some 15 weeks at the 5th Avenue,
Seattle, will become musical director at the
Broadway in Portland, according to Floyd Max-
well, manager. He succeeds Georgie Stoll, the
latter going to the Imperial at San Francisco, and
Hermie King opening at 5th Avenue, Seattle.

Strand Organ Solos

George Crook and Walter Sittt, Brooklyn,
Strand, are now offering organ soloe on the new
Kimball here. The first organ presentation was
in the nature of a medley of popular airs, giving
the musician a chance to display the various
qualities of the instrument. First there was
thrown upon the screen an introductory trailer
after which the organist opened up with “Just
Like a Butterfly Caught in the Rain.” From
this he went into the waltz song, "Charmaine,”
the theme of the musical score of “What Price
Glory.” Changing again he picked up "Song of
India” and was joined by the first volin of the
Famed Mark Strand Orchestra and then closed,
with a smashing selection from “Faust,” in which
he was assisted by the entire orchestra. The or-
ganist was spotted by an amber from the dome.

“f/e's the Last Word ”

AL BELASCO

“ The Dynamic Director 99
and His Novelty Syncopators

FEATURED IN

LUBLINER & TRINZ STAGE
PRESENTATIONS, Alternating
at HARDING and SENATE
THEATRES, CHICAGO

Affiliated with PUBLIX CIRCUIT

IN MEMORIAM

Dedicated to the memories of all the
organ solos that died last season
“Gone hut not forgotten ”

Oriental Theatre, Milwaukee Bernard Cowham

SI? SA

afeou-fc

songs

FIVE BEST SELLERS

Week Ending October 8

“What Do We Do on a Dewey
Day” (Irving Berlin, Inc.).

“Just Another Day Wasted Away”
(Shapiro-Bernstein Co.).

"Just Once Again” (Leo. Feist,
Inc.).

“Sing Me a Baby Song” (Leo
Feist, Inc.).

“Me and My ShadovJ’ (Irving
Berlin, Inc.).

* * *

NOTHING DOES-DOES LIKE IT USED TO
DO-DO-DO — (Waterson Berlin & Snyder) — I got
tongue-tied reading this lyric, but the feeling of
the boy who lost his sweetheart is well described
in this number by Sammy Fain and Irving Kahal,
who are known for this type of song.

* * *

TIE ALL YOUR TROUBLES TO THE TAIL
OF A KITE (and Let Them Fly Away) — (Milton
Weil) — Novelty fox-trot. If we could all do this
what a happy old world this would be. A philoso-
phical song by Morris and Monico.

* * *

MORE THAN EVER— (Robbins Music Corp.)—
Lyric by N. J. Gunsky, music by Nat Goldstein.
Everytime you hear this melody fox-trot it appeals
to you more than ever.

* * *

I’LL BE LONELY— (De Sylva, Brown & Hend-
erson)— De Sylva, Brown & Henderson, three of
America's greatest writers, now going to the front
as publishers, have accepted this song by Woods
and Dixon and they made no mistake.

• * *

JUST A LITTLE KISS FROM A LITTLE
MISS — (J. W. Jenkins) — A melody fox-trot by

Eddy Kuhn. Cute title, cute lyric, cute melody,
in fact very cute.

* * *

WHERE IN THE WORLD (Is There Someone
for Me) — (Lewis-Marks Music Co.) — A waltz song
by A1 Lewis, Gerald Marks, Emerson Gill. Judg-
ing from the writers, especially A1 Lewis, this
song should appeal to everybody.

* * •

EVERYBODY LOVES MY GIRI^-(Shapiro-
Bemstein) — A hot comedy novelty fox-trot. Good
for singing orchestras. Lots of extra choruses.

* * *

NOTHING — (Shapiro-Bernstein) — A cute nov-
elty song. There seems to be nothing against
this song being played and sung everywhere.

* * *

NO ONE — (Henderson, Kelly & Myers) — A mel-
ody fox-trot with a cute lyric. No one who hears
this song can help but like it. A new publisher
with a new song that has a chance.

* * *

I’M WALKING ON AIR — (Ager, Yellen &
Bornstein) — A hot tune by Tracey and Dougherty.
Bubbling over with enthusiasm. Not an aero-
plane song but has the same feeling for a boy
in love.

* * *

THERE AIN’T NO LAND LIKE DIXIE LAND

' — (Leo Feist, Inc.) — This is another novelty fox-
trot similar to “Sam the Old Accordian Man” and
by the same writer, Walter Donaldson, who need-
less to say needs no introduction.

* * *

IT’S UP TO THE BAND— (Irving Berlin, Inc.)

— Irving Berlin wrote this one for the Follies now
playing in New York. A wonderful number for
band presentation, gives each member in it a
chance for a solo.

# * *

CHLO-E — (Villa Moret, Inc.) — A Song of the

Swamp. The sequel to “Song of the Wanderer.”
By the same writers.

* * *

AN OLD GUITAR AND AN OLD REFRAIN—
(Villa Moret, Inc.) — A Song of Spain. Charm-
ing Spanish rythm by Neil Moret with a master-
ful Gus Kahn lyric.

* * *

P. S. : Hope you are all well. Thanks.

SID. BERMAN.

October 15, 1927

EXHIBITORS HERALD

53

STAGESHOWS

Chicago Harding

Week Ending October 9

Mark Fisher, this week was featured in a huge
stage show which celebrated his first anniversary
as stangeband leader for this theatre. Charles
Niggemeyer, the producer, put forth some excel-
lent ideas in this show and Dave Gould assisted
admirably with some cute routines for his ballet.
Eddie Meikel, at the organ, did his popular organ
solo. The stage show featured the following cast:
Dave Rubinoff, Benny & Western, Will Stanton,
and Peggy Bernier. It ran as follows:

Opening: In front of black drop with border
and side trimmings giving the effect of lace, the
orchestra was propped up on a huge horse shoe
effect platform all trimmed in white giving a very
unique appearance against the black drop.

The Gould Girls in old fashioned gowns step
to a neat band arrangement while Mark Fisher
makes his entrance and after a little patter, sings
“Some of These Days,’’ after which the girls, who
have in the meantime made their exit, return in
new set of costumes of modern jazz style and
stepped to the same tune. Mark then introduces
each boy in the band, a very appropriate thing to
do for an anniversary show and for your con-
venience, we herewith print the personnel of the
band:

MARK FISHER’S MUSIC MASTERS
JULES SWARTS , First Violin , Assistant Con-
ductor.

F. GADZKY , First Violin.

PAUL LYMAN , First Violin.

DON LINDLEY, First Trumpet.

NICK BELC ASTRO, Second Trumpet .

JOE BARTON , First Trombone.

CEASAR PETRILLO , Second Trombone.
EARL ROBERTS , Celo and Banjo.

MIKE PERRONE , Tuba.

HAROLD KOODEN , First Saxophone , Clari-
net and Flute.

II. ZELLER, Second Saxophone and Clarinet.
ROY KREAMER, Tenor, Saxophone and
Clarinet.

BILLY MILLS, Piano and Arranger.

CHAS. BUCKfV ALTER, Piano and Arranger.
JOHN F. KELLY, Drums and Xylophone.

The introductory band number was an arrange-
ment of “Some Day You’ll Say Okay” to which
Mark also offers a solo.

This was followed by Peggy Bernier with her
usual line of comedy songs and a brand new
number called “I’m Not that Kind of A Baby,”
which made a huge hit here. Of course, you all
know Peggy by this time and as she has always
done before, she again gooled them here.

After many encores she was followed by Benny
and Western, two men in a clever routine of
comedy taps intermingled with eccentric steps.
These boys entered as two porters and their en-
tire routine was done in whisk-broom style and
not until they offered two encores would the audi-
ence let them off.

The Gould dancers followed with a toe routine
in Tiller style, all dressed in beautiful gowns
appropriate for this step. One noticeable thing
about these girls in line work is that they never
keep time and it seems that there is always one
or two of them that lay down on the job, pre-
venting a uniform ballet.

They were followed by Will Stanton, that clever
comedian and portrayer of drunken characters.
Will has been reported before in these columns,
and again we must say that his comedy relief
is a great help on any bill. His clever comedy
antics and almost real portrayals injects the
proper amount of humor at the right time. This
chap has had a fling in pictures and from present
observation he should be real fine for comedies.

He was followed by Peggy Bernier again, who
offered her own version of “The Doll Dance” in
vocal style, which served to introduce the Gould
Girls doing the dance in character style, repre-
senting the following nations: Holland, Japan,
France and Russia. This number was given in
the form of a presentation number with the girls
working in duets all done in typical musical
comedy style. A very clever idea and one that
was admirably received.

Dave Rubinoff was on next with his excellent
violin interpretations. Dave has been reported

before and he again proved himself a clever artist
on this bill. For an encore he gave his con-
ception of the “Russian Lullaby” with dim light-
ing effect which was very impressive.

This was followed by Mark Fisher singing “Way
Back When” with special lyrics to serve the
occasion of his anniversary and to bring in a
number of other songs which this popular leader
has sung throughout the year. The program con-
sisted of the following numbers : “Old Pal,”
which was the first song he sang over the radio.
“Song of the Wanderer,” “It All Depends on
You,” “Me and My Shadow,” and many others
which this golden-voiced leader has offered in the
last 52 weeks. This number which interpolated
“Way Back When” was done with clever dramatic
punch and the effects secured is worthy of men-
tion. It proved one thing, that Mark Fisher is
still the idol of the Harding theatre audience and
the tremendous applause that followed his spe-
cialty proved further that the same reception if
not a larger one will be accorded to Mark Fisher
ten years from now.

This served also as the Finale, which was joined
in also by organ music with the Gould Girls dec-
orating stage as entire cast assembled on the final
curtain.

Observation: This is without a doubt one of
the finest stage presentations ever offered at this
house and one worthy of bearing the title of
Mark Fisher’s Anniversary Show.

Minneapolis State

Week Ending October 8

The vaudeville presentation at the State theatre
was a show typically “State” — a master of cere-
monies, a song number, a dance number and a
chorus. Although not quite up to the standard of
similar presentations in the past at this theatre,
it was good entertainment.

The State has built up its own chorus, using it
every few weeks with from 10 to 25 girls. For
the most part they are high school and college
girls and becoming proficient dancers. They are
attractive, well trained and always are beautifully
costumed.

Billy Adams worked as the master of cere-
monies. He introduces the various features of
the bill, sings a song or two and does a large
amount of clowning. Woods Miller, a baritone,
furnished the heavy singing. He had a fair voice
but seemed lacking in stage personality. Maxine
Hamilton was a very blonde and very diminutive
6ong and dance artist, being much better with
her feet than her voice, but in all a good enter-
tainer. The dance team was Milton and Marsh,
eccentric steppers, who furnished a very good
number.

George Jessel was the Vitaphone entertainer and
“Spring Fever,” with William Haines and Joan
Crawford, was the motion picture.

Houston Isis

Opening nights cannot always be taken as a
barometer as to what is coming next. The Isis
theatre is the best evidence of this. The Frank
Norton Stock Company is pleasing Isis audiences
at every performance, and the stagehand is put-
ting out some real music.

House opens with picture. May Allison in “Her
Indiscretion,” followed by news, organ solo, and
comedy.

The Isis stagehand presents a potpourri of en-
joyable numbers, interspersed with singing spe-
cialties by the drummer, who has an acceptable
voice. The current stock offering is “Idle Wives,”
starring Frank Norton and Dorothy Mills, a
former screen actress from Hollywood. “Idle
Wives” is a pleasing domestic comedy and the
degree of applause after each act shows that
the audience is enjoying these efforts to please.
Yauditions consist of singing and dancing num-
bers by members of the stock company between
the acts.

The reversion from three shows a day to two
marks a high degree of improvement in the
schedules. The house is filled at every perform-
ance, and Will Horwitz, operator, expresses his
satisfaction with the results that this new type
of entertainment is getting in Houston.

Chicago Uptown

Week Ending October 9

Norma Talmage in “Camille” was this week's
screen attraction. Bennie Krueger and his band
appeared in “Orange Blossoms” an excellent Pub-
lix unit which featured an all-star cast. Lois
Delander, Miss America of 1927, also appeared in
person. The stage show was enacted by the fol-
lowing players: Dorothy Neville, famous so-
prano; Eugene Cibelli, well-known tenor; Deszo
Retter, the man who wrestles with himself ; Earl
and Bell, the singing instrumentalists; and Toots,
the dancing clown. In addition to the specialities
offered by this cast, there were many clever band
arrangements by Victor Young including also a
piano solo by Rudy Wagner and many saxophone
bits by Bennie Krueger. It is understood that
hereafter the Uptown will play the very same
shows that appear at the Chicago the week before.
Therefore, the only change in the program will
be, the band and its musical arrangements, al-
ternating between Bennie Krueger and Frankie
Masters.

Chicago Granada

Week Ending October 9

“Echoes of Spain,” was the name given to the
presentation this week, and in general the echoes
were good. The Spanish stage setting is thor-
oughly pleasing.

The band opens the 6how by playing “Rio
Rita,” with a young lady singing the song.

CECIL DAVIDSON

Called CECIL DAVIS and
JAZZ TROUBADOURS

Conducting Bandshows at Lubliner & Trinz’

WINDSOR THEATRE, CHICAGO

ADELAIDE HALL

(The Versatile Artist)

Just Completed a Tour of Marks Bros. Theatres
Now Playing Deluxe Picture Houses
Direction — Murray Bloom and Charles Hogan

INIMITABLE

DON ISHAM

FEATURED ORGANIST

MARKS BROS., EMBASSY THEATRE, CHICAGO

Formerly with JENSEN Von HERBERG, JOHN HAMRICK and Other West Coast

Circuits

54

EXHIBITORS HERALD

October 15, 1927

Above her and appearing as if it were a huge
Spanish comb is a beautiful cutout decoration.
Her wide shirts effectively hides a swing in
which 6he stands. As she sings, she is slowly
drawn into -the flies out of sight.

As she disappears, the Granada Girls appear in
colorful Spanish costumes to do a good Spanish
shawl dance. As the routine ends, the girl de-
scends from the flies again, singing “Rio Rita.”
As soon as she touches the stage, a black curtain
is drawn across the stage, and the Granada Girls
complete their dance before the curtain, the soft
strains of the music coming from behind the
curtain. The Girls exit to a big hand. It is a
beautiful number.

The curtain then parte to reveal the same
setting but in the background is revealed a
beautiful landscape of mountains and Spanish
castles. The band plays “Just the Same,” with
a member of the orchestra singing the song.

Miss Maurien Englen comes on to sing "At
Dawning.” This could well have been eliminated.

Wellford and Newto-n next do a very good
acrobatic dance to a big hand. It is a good
number. Their dance to "Sundown” draws an-
other big hand.

The band next gives an arrangement of se-
lections from “Carmen,” and the number is a
wow. The audience shows its appreciation with
a wonderful applause, thoroughly demonstrating
that something in the way of music besides jazz
is appreciated.

Casci and Verdi next come on to entertain
with a great deal of comic violin playing. The
one that plays the cello gets over some really
funny stuff during the act. They play, “Ain’t
She Sweet,” “Hit the Deck” and several other
numbers. The house is kept chuckling most of
the time. The team gets a big hand and several
encores.

The band next plays, “An Old Guitar and an
Old Refrain,” with a member of the company
singing the song. A scrim curtain representing
a huge guitar is seen behind the band with sev-
eral people in Spanish costume with him the
guitar. It is a very pleasing number.

For the finale, the Granada Girls, dressed in
beautiful costumes, do a tambourine dance and
all the other performers appear in colorful cos-
tumes. It makes a very pretty and effective
closing. The costumes and scrim curtains effects
and settings at the Granada are just about as
good as seen in Chicago.

Hammond State

Week Ending October 11

Here is the only deluxe picture house in North-
ern Indiana doing a bandshow policy. This the-
atre, which seats 3,500 people, is one of the most
beautiful theatres in this section of the country.
It was originally built for pictures and vaudeville

and after experimenting with every branch of
amusement, the present management finally de-
cided on presentation. The house changes bill
twice a week, Sundays and Wednesdays and offers
its complete program at 50c top. Roy Dietrich,
well known singer, for years a featured artist in
presentation and musical shows is the band leader
here. Alex Manta is the managing director and
producer of the shows. The policy which has been
running over three weeks is proving very suc-
cessful and below we print the first half report of
this week’s show.

Opening: In full stage setting to represent a
Western scene with huge mountains and rugged
hills which served as an appropriate background
for the stage show called “Westward Ho.” The
entire band are dressed in cowboy outfits as
Delano Dell, the comedy relief of this bill, entei-6
with smart chatter also announcing the entrance
of Roy Dietrich, who after a few minutes’ talk
directs the band in an arrangement of “Lonely
Acres in the West.”

This was followed by a harmony trio secured
from the band with Roy joining in which formed
a quartet singing “My Gal, Sal.” At this point
Dell continues his chatter with Roy after which
the Abbott dancers were introduced in a pony
routine all dressed in cowboy style.

This was followed by Grace Aldrich, the sing-
ing Comedienne, who offered her medley and
popular songs intermingelde with nut comedy.
This artist has been reported in these columns
before and as we stated in a previous issue, her
type of entertainment is very much in demand for
bandshow6.

She was followed by Tommy Wonder and Sister,
the clever boy who does every conceivable style
of dancing. This youngster, who has been re-
ported in a previous issue, is one of the cleverest
young steppers we have ever -been able to see
perform. Our only suggestion is that he cut down
his entire routine to about half the length, omit-
ting the first part entirely and making his Rus-
sian dancing the feature of his act. His sister,
although a cute little girl, serves more or less as
a foil and as a time saver between changes. Her
clowning and comedy songs with Roy Dietrich
was fairly done and served to give the musical
comedy touch to the program.

They were followed by the Abbott dancers in
a doll routine, which was rather cute and probably
would go over better if a few more steps were
injected for the finish.

This was followed by the Three Musketeers,
which is a take-off on a Standard act of the same
type that have been featured in vaudeville for
years. Although this reporter is not positive,
he is of the impression only one of the original
three still remains in this act and their harmony
is nothing to write home about, in fact, their
voices and personality failed to blend and again
proved the fact that it takes more than a piano

Chauncey

Haines

FEATURED

ORGANIST

FOR

Balaban
and Katz

NORSHORE THEATRE

CHICAGO

Bennie Krueger

Feature Attraction
at

Balaban
and Katz

UPTOWN

and

TIVOLI

Theatres,

Chicago

JESSE CRAWFORD

With MRS. CRAWFORD at the
STAGE CONSOLE

Paramount Theatre, New York

“At the Cross-Roads of the World’’

and good looking clothes to put over a harmony
act. Nevertheless the boys received an encore
here, probably due to the funny lyrics of their
crazy song.

They were followed by Delano Dell again who
offered his regular specialty of smart chatter,
which put the audience in a continuous uproar of
laughter that kept the good humor and atmo-
sphere throughout the balance of the show. Dell’s
comedy song and comedy dancing was also a
feature of his act that brought him many en-
cores.

He was followed by Tommy Wonders again who
this time offered his Russian dance, which was
immediately followed by his sister clowning with
Dietrich in an old but popular song which served
as a time filler for Tommy to change to his doll
dummy costume. The dummy dance in ballroom
style was the cleverest bit of performing we have
ever seen a youngster do and this lad stopped
the show cold with it.

After many encores he was followed by a band
arrangement of “Jackass Blues” with Roy Dietrich
conducting, after which shots are heard off-stage
and the entire band leaves, leaving Roy Dietrich
alone on the set after which he ask6 the aid of
the organist, J. Gibbs Spring, who accompanies
him while he sings “West of the Great Divide.”
Roy, who has always been a splendid artist,
possessed with a golden tenor voice, is in his best
when he 6ings. His ennunciation and voice col-
oring is something that you will want to hear
forever. This also served as the finale with en-
tire cast assembling on stage as the curtain
drops.

Observation : This policy with a little more

smoothing out should prove a winner for the
management. Dietrich, who has probably never
led a band in his life before, has the personality
and the knack to become a leader and with the
proper co-operation can develop into a fine box
office attraction for this type of theatre. Consid-
ering the time and limited facilities the man-
agement deserves a great deal of credit for the
results obtained so far.

Omaha Riviera

Week Ending October 7

“Sheik of the Harem” was A1 Evans, bandmas-
ter at the Riviera, last week. The show was “Per-
sian Pranks,” and naturally the band was decked
out in turbans and everything, while the feminine
numbers were draped mostly in veils, and thin
ones at that.

The setting of the stage orchestra was probably
the most striking of the Publix stageshows which
have come to Omaha. The curtain rose on an
outdoor Persian setting, the tone being mostly
black, with the mosque-like tower roofs in evi-
dence. Then part of the setting was lifted to
reveal an outdoor scene, a courtyard scene with
Turkish houses in the background.

As a 6heik, A1 Evans outshines all sheiks up to
date, resplendant in white spangled robes. Evans,
incidentally, sang a couple of songs, among them
“Where My Caravan Has Rested,” and he also
took his turn at the grand piano while Wallace
Wheeler, pianist, sang his own composition, “I
Don’t Believe You Are in Earnest.”

The ballet, with Madge Rush as solo dancer, won
much applause, and so did the acts, consisting of
Henry Cogert and Dick Motto, the human jazz
band with falsetto voices : Lloyd and Brice, musi-
cal comedians; Gypsy Byrnes, singer, and Jack
Kates, comic singer and dancer with ultra-flaring
trousers of the American sheik type. The finale
was an attractive scene with the 6olo dancer with
a veil reaching to the stage top and ballet girls
suspended increscents.

The feature film was “Underworld.”

St. Louis Missouri

Week Ending October 8

The announcement that Brooks Johns would
return to the Missouri theatre the week of October
15 proved the big feature of the stageshow. The
substitute masters of ceremonies who have pinch
hitted for Brooks since he went on his vacation
have made his return very desirable to patrons
and also the box office.

Arthur Nealy, the singing policeman, who is
acting as master of ceremonies until Johns re-
turns, sang a number of songs that have made
him a big favorite with St. Louis theatregoers.

The Three Aces and the Missouri Ensemble
added variety to the bill.

October 15, 1927

EXHIBITORS HERALD

55

Atlanta Howard

Week Ending October 8

A lively Sports Revue with A1 Short and his
Melody Boys, plus an added attraction featuring:
14 of Atlanta's most talented children, drew
popular attention to the Howard this week.

The Kiddies Dreamland Revue was arranged
and staged by A1 Short, popular band leader at
the Howard, and Virginia Semon, who has a
dancing studio in Atlanta. Miss Semon is the
daughter of Marty L. Semon, manager of the
Capitol theatre, Atlanta. The children were
chosen from some 200 applicants and the perform-
ance was ably promoted and publicized through
the cooperation of the Atlanta Constitution.

No amateur stuff by these kids. Instead, they
enacted their parts with every bit of the grace
and ease of professionals. Time, Evening. The
curtain went up on a child, sleeping on the steps
of a tenement house, who, being aroused by a
policeman, asks him not to awaken her for
she is dreaming. Scene shifts to fairyland and
characters loved by children. Nancy Kehr, as
the fairy who arouses her performers to action,
sprightly toe dances on every step. Janis Wil-
liams, the Jack-in-the-Box, wheel-turns her way
to applause. She is followed by Jeanette Young,
the old fashioned miss, who toe-dances to an
old time tune, bringing a burst of handclaps from
the audience for her charm and poise. Billy
Cannon, as the Russion Doll, drew a heavy score
to his credit. Lorraine King, the wooden sol-
dier, was brought back for several curtain calls
after his clever stiff-soldier dance. Henry Bac
May and Julann May, as French Dolls, gathered
in admiration galore in their semi-apache dance.
Virginia Coppock with her song and dance, “East
Side West Side,” made a big hit. Jeanette
McNeil, 3 year old tot, dressed a s an old-time
colonel of the South, brought the house down
while stepping to the tune of “Sewanee River,”
and Jacqueline Gullatt, as “Sunny Jim,” with his
song and dance, was equally as popular. Petite
3 year old Catherine Marie Dittig seemed at home
as a Dutch Doll and managed her wooden shoes
perfectly in an intricate little dance and song,
the latter being sung in German. Last, Dorothy
Johnson, a stout little miss of not more than 8,
gave the audience a surprise in showing them
just how to play a saxophone. She was so good,
A1 Short had her play four numbers.

The curtain went down on a grand finale
march of the kids and up, showing them arranged
to spell out the word “Dreamland,” as in the sky,
the letters being on cubes held by the children.
The Kiddies Dreamland brought a full house for
the Howard each day this week.

Besides the added attraction, the special Publix
offering, “Sports Revue,” made a hit. A1 Short
and His Melody Boys donned their sporty striped
jackets with white flannel trousers, placed them-
selves out on the college campus with the athletic
bowl showing back ground, and tuned up to
the college yell pitch. After a short entree from
the orchestra, Ada Kaufman and Her Five Ballet
Girls showed the audience how to punch a boxing
bag. The chorus was well trained and received
a good hand.

Billie Stanfield, the girl blue-singer, followed
with a doleful sigh “You Sing That Song to
Somebody Else,” which did not get over any
too well. Babe Fenton, a petite brunette toe
dancer came next with a difficult athletic toe
dance which was favorably received.

A1 Short and his boys gave the audience a
treat with an overture from “Orpheus,” and drew
praise.

Bemus and Brown, eccentric dancers, put them-
selves on record in showing a bit of college rou-
tine, much to the amusement of the audience.

Owen and Anderson sang “Ain’t That a Grand
and Glorious Feeling,” and “Moonbeams” and
were favorably received.

The Kaufman Ballet gave a game of tennis
which brought more applause than their first
offering. Charley Calvert, monologuist, songster
and jazz-cornet player, did a bit of each of his
tricks to hearty applause.

A1 Short and his boys wound up the act with
an excellent finale, playing all of the Southern
college songs, getting response from the audience
for its favorite.

The whole program seemed to please, especially
the work of George Lee Hambrick, organist.

Pittsburgh Grand

Week Ending October 8

Arnold Johnson and his band, advertised as
direct from Keith’s Palace, New York, which is
a novelty to see a picture house advertise an act
direct from the ace vaudeville house in the coun-

try, tops the stageshow program. Johnson has
the best act we have ever seen him do as he has
novelty comedy songs and about everything one
could want in the way of entertainment.

An overture, “Light Cavalry,’’ opened the show,
which was nicely played by the orchestra of 20.
Paramount News next.

Then came Arnold Johnson and Band. Singing
was heard off stage first by a quartette after
which a tenor stepped out to sing the first part
of “So Blue.” He was joined in the chorus by
three more making a quartette and for the second
chorus the entire orchestra stepped out in one,
singing.

Johnson does all his own announcing, the first
band number being “On the Road to Mandalay”
in dance rythym. Next four violins do a solo
using the four strings for each note making a
16 string harmony and very effective. The bass
player stepped out next singing a German comedy
number which sounded special, “She Is Always
Rating Frankfurter Sausages.”

An imitation of a radio with all the noises,
singing, etc., done by the entire orchestra came
next. This was very well done.

Irving Berlin’s latest “Dawning” sung by two
of the orchestra, and a saxophone sextette of
"Charmaine” followed.

Tenor singing “Annabelle Lee” with orchestra
and a medley of popular songs brought the act
to a close, and for an encore an unanounced blue
hot number was done.

Feature picture “The Crystal Cup.”

Chicago Nor shore

Week Ending October 9

The presentation this week at the Norshore is
called “Limehouse.” It opens with a motion pic-
ture reel of A1 Kvale buying a new car so that
he won’t be late at the theatre. As the picture ends
a loud speaker on the stage is heard with Kvale
announcing that he will be late even if he has
bought a car and that he will arrive soon as pos-
sible. It is quite a novel stunt.

The stage is decorated in Chinese atmosphere
with Chinese tapestries and drapes. The show
opens with the band playing “Down in the Streets
of Shanghai,” with a member of the orchestra
singing the chorus. The seven Gould Girls enter
in Chinese costume to do a few Chinese dance
steps. Then a girl sitting cross-legged in Buddha
fashion is lowered from the flies. She does an
Oriental contortionist dance. The dancing girls
and the dancer then exit.

A1 Kvale enters in a comical Chinese Mandarin
costume to lead his band through a good arrange-
ment of “Sing Me a Baby Song.” It is a good
number.

A1 announces Ferril and Paul Derveiss. The

girl enters first to give a very good dance to the
tune of “A Night in June.” Then the boy enters
and does an excellent dance number to “Ain’t

She Sweet.” Then both of them do the Black
Bottom together, and they leave nothing more to
be desired. They get a great hand.

This is followed with a band number, “Dawn-
ing,” with A1 singing the lyric and helped out by
members of the band. Then A1 plays his clarinet,
and when he does that, the janitor turns off the
steam heat in the theatre.

The Gould Girls, dressed as Geisha girls, each
carrying a small stool, run on the stage and do a
few steps, then they kneel on a runway in front
of the stage and sing a clever little Chinese 6ong.
They then sit on their stools and do a very good
routine. This number gets a good hand and
deserves it. The girls are good.

Frank Silvano enters to sing some popular
songs, among which are “Just Once Again,” “A
Night in June,” and as an encore he sings “Just
Once Again,” once again. His good singing made
a decided hit with the audience. The band fol-
lows, playing “My Shanghai Dream Man.”

Then comes little Anna Chang, a diminutive
Chinese girl with a pleasing personality, who en-
ters singing the number being played by the band.
She follows with “Just Another Day Wasted
Away,” and “Bye Bye, Pretty Baby.” She might
be called China's Peggy Bernier. She goes over
in great style and does a charming Black Bottom
for an encore.

She is followed by White and Manning who do
a comic burlesque Spanish dance. It is without
doubt funny, and wins a big hand.

For the finale Paul and Ferril Derveiss do a
good team tap dance, and the rest of the per-
formers enter in Chinese costume.

It is a good show from first to last. This re-
porter believes that A1 and his band makes one
of the best band units in this city. Other leaders
who are just a bit too 6low could well study
Kvale's technique. A1 gives the Norshore pre-
sentation all the pep and dash and sped of a
musical revue, which is exactly the way a stage
show should be run.

Kansas City Mainstreet

Week Ending October 7

Everett Sanderson Company, a syncopated novel-
ty with a capable jazz artist, was the featured
number of the stage program at the Mainstreet
this week, which marked the fifteenth week of
Walter Davison and His Louisville Loons as the
stage orchestral attraction.

Prince Wong offered a Chinese monologue, titled
“Shanghai to Frisco in Ten Minutes.” Eileen
Hilyer was seen in a song characterization num-
ber, while Tilyou and Rogers had a skit titled
“You’d Be Sirprised.”

The Shore Sisters had a dancing number, con-
sisting of a variation of dances. The Louisville
Loons played popular selections as an overture.

BENNY and WESTERN

AND THEIR

WHISK-BROOM DANCE

Have

Made

Good

In All

PUBLIX

Theatres

Direction

Wm. Morris
Agency

ED MEIKEL’S

ORGAN CLUB

Conducted Each Week
at the

HARDING THEATRE, CHICAGO

“JAZZ-LIPS” RICHARDSON

The Most Talked of Eccentric Dancer in Bandshows

Featured with HUGHIE MACKS SYNCOPATION SHOW
Now Touring ORPHEUM CIRCUIT
Direction— EZ KEOUGH

56

EXHIBITORS HERALD

October 15, 1927

Pittsburgh Penn

Week Ending October 8

This is the fifth week this theatre has been
open and but the first week they have put on a
Paul Ash type entertainment, name acts playing
up to this date. It shapes up as the best show
the house has had as the entire 43 minutes are
packed with entertainment.

Jimmy Carr and His Orchestra opened with a
special introduction with orchestra playing “Some-
times I’m Happy,’’ one chorus only at which they
all claim they feel sick. Carr enters saying he is
the doctor of melody and will cure all ills with
music. He then plays "Under the Moon,” using
a special arrangement very well done.

Bums and Kissen are next introduced by Carr,
who acts as master of ceremonies during the en-
tire show. They sing two special comedy songs
and come back for an encore, a parody on “In
a Little Spanish Town,” which is so good that
they are forced to make a speech and bow off.

Carr then introduces the Eight Original Tiller
Girls, who were in “Sunny.” The girls do a soft
shoe routine. For a second routine they have a
skipping rope number which brought the house
down.

Carr introduces the next act as follows, “You
have now seen England’s best dancing girls, we
will now show you what Paris has to offer” and
out came to “Ballet Caprice,” six men in tramp
makeup and white ballet clothes, full of rips and
dirt, and do four minutes of burlesque on every
classical dance done on the stage, which following
the Tiller Girls figuratively left the audience roll-
ing in the aisles.

The band then did “Bye Bye Baby” with three
of the boys singing a chorus and Carr doing a
clarinet chorus alone.

The closing is “It Was Only a Sunshower” with
Willie Robyn, of the Capitol, New York, singing
one and two. The number was prologued back
of the band with a rain effect, being new in this
town and sent the act to a finish of solid ap-
plause.

Don Albert and the Symphony Orchestra plays
"March Slav” as the overture and Willie Robyn
sings “Kol Nidrei” as the Jewish holidays are
celebrated this week.

Dick Liebert has a timely organ solo, “Singing
Baseball.”

Feature picture, Lon Chaney in “Mockery.”

St. Louis Loew’s State

Week Ending October 8

The debut of Kirk Frederick, former violinist
of the St. Louis Symphony orchestra, as the suc-
cessor of Don Albert as conductor of the Loew’s
State Concert orchestra was the musical feature
of the week.

"Robespierre Overture” and Gounod’s “Divinie
Redeemer” were his orchestral offerings. The
latter piece with proper atmospheric prologue was

strictly in keeping with “Seventh Heaven," the
feature film of the week.

Chicago Oriental

Week Ending October 9

The old School Days act was handled in great
style by that clever personage Paul Ash at the
Oriental this week. From the moment Ash ar-
rived on his bicycle the audience was hilarious.
They sang those old school day songs which have
been sung by a million school acts in the past
at various vaudeville houses, but the material was
in skilled performers hands and somehow it made
you realize what was missing in the other ama-
teurish school days acts.

The homely setting of District School No. 1 was
refreshing, to say the least, after the spectacular
settings which seem to have become identified
with a Paul Ash act. The orchestra men were
madeup like school kids, and of course, Paul
was the teacher. It was rather surprising to see
these pupils pick up their instruments and prac-
tice their music lesson for the teacher, they were
so perfectly blended in the scene to appear as
pupils only. They played “Magnolia,” “Just Once
Again,” and “What Do We Do on a Dew, Dew,
Dewy Day,” joining in singing this last number
to the perfect satisfaction of their teacher and
were greeted with “You’re right, correct,” which
was what the teacher said in a facetious way
every time one of his pupils did something that
suited him. The audience seemed to catch on
quickly to this little saying and had great fun
with it. Ash throughout the performance had
that expression which is only seen on school
teachers faces the last day of school.

The act moved along pretty fast and all who
were connected with School Days did their work
fine. George Warde’s dancing enlivened the act
considerably and seemed to be acceptable to the
audience. “Sing Me a Baby Song” and “I Want
You, But I Don’t Know Why” were sung by the
Weisner Sisters, and one of these little girls
accompanied on the piano. Billie Gerber, still has
the audience guessing as to whether she be girl
or boy, but this didn’t interfere with this per-
former putting over some vivacious numbers.
Her singing of “A Night in June” was very im-
posing. Eddie Hill, on return engagement to the
Oriental, was received by the audience with loud
applause and his comedy throughout the whole
act bestowed incomparably. His singing of
“Aint That a Grand and Glorious Feeling” and
“The Girls Won’t Let Me Be” was true Eddie
Hill fashion and the audience was again pleased
with this performer’s good work.

The skeleton dance, performed by an unknown
pupil, brought forth much mirth. This act had
just as unusual a finale as it did an opening
with Ash saying goodbye to his pupils and
demonstrating his feelings toward each, it being
a mixture of emotions from the sublime to an
extremely comical ending.

Cleveland Allen

Week Ending October 8

The Allen this week is having its first fur
style show and it is very well staged by Managing
Director William A. Haynes. Seventeen models
are used, on three times during the show, first
for morning coats, then afternoon wear and
lastly evening coats. The pit was covered with
grass and a runway around the railing in front
of the pit was built of glass lighted from beneath.
A black eye was used with platforms above the
band and the scenes changed for each section of
the display.

Angelo Vitale and the band on the stage opened
with the “Doll Dance” and after the first chorus
the Eight Allen Rockets, a permanent ballet
trained by Bebe Barrie, did a cleverly routined
soft shoe number. The models then did their first
showing with the morning coats.

A local act doing a burlesque acrobatic act
with one man on wires followed.

After them came Murray and Alan doing two
numbers to good results. The first, a special
number “We’re Liars,” both having musical lyres
to illustrate the number. Their well known
“Three Thousand Years Ago” followed and they
took two encores.

After the second showing of coats Sonny, pop-
ular tenor, who is playing an indefinite engage-
ment at the theatre, sang “When Day Is Done.”
Sonny fakes an instrument in the band each week
and sings as one of the members of the orchestra
each week.

Breen and Breen, dressed up as monkeys, did
an exceptional acrobatic dance.

Morton Downey sang three numbers, "Just Like
a Butterfly,” “Broken Hearted” and “When Irish
Eyes Are Smiling,” the last being an encore.

The evening coat display closed the show with
everybody on stage for a fast finish.

Feature was “The Drop Kick,” starring Richard
Barthelmess.

Chicago Sheridan

Week Ending October 9

Bert Lytell in “Alias the Lone Wolf” was the
first run photoplay here this week. The stage
show was “Buck’s Autumn Follies” featuring
Verne Buck and his band with the following cast:
Mildred La Salle, Susan Franz and Grace Doro.
The show ran as follows:

Opening in full stage setting, with colored
streamers hanging from above giving the appear-
ance of a scrim curtain as the orchestra plays
the popular fox-trot arrangement, “Some Day
You’ll Say Okay.”

The Joe Keith girls in cute costumes enter
singing verse followed by Verne Buck, who offers
a vocal solo of the number, in a very pleasing
manner assisted by the boys in the second chorus.

A beautiful young lady with a splendid voice
follows with the “n bacho” (or the Kiss Waltz).
This young lady’s name was Susan Franz, for-
merly of the Chicago Light Opera Company, and
really one of the best personalities ever to appear
in a presentation show. For an encore 6he of-
fered a very pretty vocal arrangement of "Broken
Hearted.”

She was followed by Miller and Peterson, two
clever boys who were formerly featured in Le
Maire’s Affairs. These boys dressed in comedy
outfits do crooning songs and eccentric steps that
are pleasing both to the eye and the ear. The
boys do several minutes of entertainment and
prove to be the big hit of this bill due to their
variety offering. After several encores they were
followed by Verne Buck soloing on his sax a
pretty arrangement of “When the Morning

'v1 Billy
Randall

“Singing-Dancing

Violinist”

FEATURED IN

^ “Montmartre”

A Publix — Stagehand — Unit
Now Playing Publix Theatres

Direction — Wm. Morris Agency

Newest Band Leader Sensation

LOU KOSLOFF

“SULTAN OF SYNCOPATION”

Formerly With Lubliner & Trinz. Now Directing Presentations at the
MICHIGAN THEATRE, DETROIT.

Now Serving a Life Sentence with Balaban & Katz

JIMMIE FERGUSON

Late Co-Starring Comic of

SISSLE & BLAKE'S "CHOCOLATE DADDIES”

Also Producer of the Revues for CAFE De PARIS

Now Playing the Better Class Presentation Houses

Personal Direction — LEO SALKINS

Standard Oil Bldg., 910 So. Michigan Ave., Chicago

October 15, 1927

EXHIBITORS HERALD

57

Glories Wake Up In the Morning,” to which he
was also compelled to sing an encore before the
show could go on.

This was followed by Mildred La Salle, a cute
little lady with a fine personality whose voice is
not much to speak about but whose vivaciousness
makes up for it.

She encored with “Gorgeous” and later was fol-
lowed by the Joe Keith girls in which Elsie Diet-
mer does a fine toe specialty followed by Dolly
Guyon playing the violin while also dancing and
doing the split. Shirley Le Vine and Emma Bar-
tel, in Dutch costumes, do a Dutch Dance routine
followed by Dae Faron doing a Black Bottom with
Verona Le Karpe ending with a fast tap and
Russian steps. These girls are all versatile danc-
ers and well trained in their line. They never
fail to receive their due amount of applause for
each specialty.

They were followed by a very good arrangement
of “Sundown" which the orchestra played in ex-
cellent 6tyle assisted by Buck’s trio, Wilson,
Griswold and Buck, singing the number, interpo-
lating "Just a Song at Twilight,” which stops the
show as usual.

The next artist on the bill was introduced as
Grace Doro with the assistance of a Baby Grand
piano who proved to be the hit of the bill.
Miss Doro paraphrases the “Red Red Robin” in
Chinese, Irish and Military style which was ex-
cellently done and exceptionally well received.
She then plays her own impression of a youngster
taking piano lessons on an old fashioned player
piano.

After several encores the show finally proceeded
with Master Gilbert, the little tot who has been
reported many times before in these columns.
This young fellow does practically the same rou-
tine with the exception of new numbers and was
very well received here.

He was followed by a band arrangement of
“Waiting for the Rainbow.” The Joe Keith girls
doing an umbrella number with rubber umbrellas
and Rainbow attachments to their costumes.

Finale: Miss Franz sings “The Rainbow num-
ber” while Master Gilbert leads the band as the
Keith Girls dance a neat 6tep while the curtain
in back-ground parts displaying a beautiful rain-
bow effect.

Milwaukee Wisconsin

Week Ending October 8

A very colorful setting greets the audience at
Saxe’s Wisconsin theatre this week with an ori-
ental presentation, “In Shanghai.” An introduc-
tory film shows Dave Schooler getting into his
Chinese costume and being drawn to the Wiscon-
sin theatre in a jinrikisha, and as the curtain
raises Schooler is drawn on the stage in this con-
traption.

The orchestra is arranged on steps flanked by
dragons, while further to each side are two col-
umns, between which are two urns. The Six
Tivoli Girls are arranged three on either side of
the stage, also in Chinese costumes.

Schooler engages in a bit of hokum magic and
then leads his orchestra through the strains of
“Chinatown,” and Illomay Bailey, also in fitting
costume, sings the chorus of the selection. The
Tivoli girls then go through a pretty little dance
in which each carries a bamboo fan, and wears
the regulation Chinese flat hats.

Dorothy Barber, late of Le Maire’s Affairs,
dressed in white trousers, exhibits her skill as a
dancer and draws a good applause.

Then leader then renders a piano solo, Chopin’s
“Fantasy Impromptu,” through which he very

ANITA de-MARS

and

LEONARD SALVO

FEATURED ORGANISTS

at the

CAPITOL THEATRE
CHICAGO

“A National Playhouse”
(COONEY BROS.)

nicely picks out the strains of “I’m Always Chas-
ing Rainbows.”

Healy and Clifford also dust the boards. Too
many dancers on a bill often grows monotonous,
but nevertheless the boys got a good hand. They
worked together nicely to “It All Depends on
You."

“Sometimes I’m Happy,” from “Hit the Deck,”
is the next number by the orchestra and Illomay
Bailey again obliges with singing the chorus. She
has a fine voice besides being very easy to look
at, and went over big with the audience.

Dorothy Barber again appears, this time in her
feature dance, and with a fine exhibition of danc-
ing skill treats the audience to some real difficult
acrobatic steps.

Ross and Gilbert, two song merchants, enter-
tain with a hot bit of melody in the form of “St.
Louis Blues,” with one singing the words and the
other making the noise of a hot jazz band. The
boys answered an encore with another number
which was more noise than song and for which
they received much applause.

Illomay Bailey is again on deck this time with
“Sing Me a Baby Song” and "So Blue,” accom-
panied by the orchestra. Besides her singing she
engages in a bit of fun with one of the boys,
which draws much laughter from the audience.

The finale brings the Six Tivoli Girls again on
the stage still in their Chinese costumes, dancing,
while the eyes of the dragons flash off and on,
and a brightly lighted circle of lights is lowered
back of the orchestra who close with the selec-
tion “Chinatown.”

Chicago Chicago

Week Ending October 9

There is little doubt but what the new policy
at the Chicago is going to click. The house gets
an audience that, during the last two weeks, have
sjiown that they like their jazz and classical music
mixed.

“Banjomania” was the billing this week, the
second with Jules Buffano and his Chicago stage
orchestra. It was a colorful and lively presenta-
tion ; sufficiently so to hold 'em out at the wicket.

The show opened with a “Hah, Hah” number
with the orchestra warming up both its instru-
ments and vocal chords. This served to introduce
two girls who were lowered from the flies on the
strings of two huge banjoes at either side of the
stage and behind the orchestra. The girls did
some clever leg work, all the while playing banjos
(or at least going through the motions of play-
ing.)

They were followed by Morgan and Stone, tricky
boys on the banjo, and some snappy vocal work.
It was hard for these boys to bow out, the audi-
ence was so insistent for more.

Buffano’s gang next did Kreisler’s “The Old
Refrain,” a selection, and the rendition of which,
gathered in great applause.

Jules next introduced Margaret Ball, an acro-

batic dancer who knows her stuff. A worthy act
and appreciated by one and all.

The radio Sunshine Girls, Dorsey and Jerry
Byron, warbled harmoniously, putting over in
ample fashion, “At Sundown,” with “I Got to
Get Myself Somebody to Love” as an encore.

The featured act was Harry Rose, stage wit
whose fast patter keeps the house in an unroar.
His rendition of “She Don’t Wanna,” “Here I
Am, Broken-hearted” and “Magnolia” gave the
crowd a chance to exercise their hands. Rose
also did a burlesque dance that you couldn’t sneeze
at.

Buffano tickled the ivories much to the satis-
faction of the audience, playing his own selec-
tion, "Cafeteria Jazz.” It seems apparent that
Buffano will prove a popular leader at the B & K
house.

The show ended with the orchestra playing
“Hallelujah,” supplemented by five banjo players
on a raised stage behind and the dancing girls.
The act was dressed in a colorful setting with
the banjo as the motif.

H. Leopold Spitalny and his concert orchestra
played selections from “Faust,” with a chorus of
voices singing from the pit. Marjory Maxwell and
Arch Cannon were the soloists. It was a worthy
offering.

Philadelphia Stanley

Week Ending October 8

The Pavley-Oukrainsky Ballet gave a beautiful
and elaborate presentation, “The Dance of the
Hours,” from “La Gioconda,” with three diver-
tissements, “Dance du Printemps,” “The Peasant
Girl and Her Doll,” and the “White Mazurka.”

In “The Dance of the Hours” three girls in rose
chiffon represented dawn, day was suggested by
yellow, evening by violet and night by black. The
Moon, the Sun, the Maiden and the Hours all
played a part in the fantastic scene. Beautiful
costumes, elaborate settings and graceful dancing
made it a spectacle fully deserving the enthusi-
astic appreciation of the audience.

As an interlude Madame Marcella Atwell, prima
donna, sang “A Heart That’s Free,” with excellent
effect.

In “Dance du Printemps” the classic draperies
and group poses of the dancers were excellent.
“Minuet in G” accompanied this dance.

Mile. Edris Milar scored high as the doll in
"The Peasant Girl and Her Doll.” She was a
lovely golden-curled doll dressed in a blue dress
and imitated the stiff, jerky actions of a mechani-
cal toy to perfection.

The “White Mazurka” was effective. All were
costumed entirely in white. The costumes were
Russian in design.

The Stanley Symphony Orchestra, with Adolph
Schmid as guest conductor, presented the overture
“Fledermaus,” by J. Straus6.

( Continued on Page 58)

DAVE MILLER

“Beau Brummel of Syncopation”

Director and Master of Ceremonies

SAXE’S TOWER THEATRE, MILWAUKEE

My 130th Week Here and Still Going Strong

RUBE SCHOLZ

FEATURED ORGANIST

SAXE’S MOJESKA Theatre

RAMON BERRY

Featured Organist
ALAMO THEATRE, CHICAGO

Photoplay and Solos a Specialty

58

EXHIBITORS HERALD

October 15, 1927

STAGE SHOWS

( Continued from page 57)

Boston Metropolitan

Week Ending October 7

Gene Rodemich and his Met Merry Makers re-
turned this week after a brief respite, during1
which Paul Whiteman in person occupied the
stage. Rodemich was given a big welcome back
on Monday and a cordial greeting- on the other
nights.

Jack Partington's “Flyin’ High” was the pre-
sentation with Rodemich and His Stagehand sup-
plying the instrumental music. The parting cur-
tains revealed a vast expanse of ocean and as the
spotlight came into play, revealed an airplane
winging its solitary way above the water. As it
disappeared into the distance, two more airplanes
were lowered from top stage, in which are seen
some of the soloists. All of the music stands bear
airplane likenesses and another is painted on the
bass drum.

The “Aviation Overture” portrays Lindbergh’s
fight, the take-off, the steady rythm of the motor
as it crossed the water, the arrival in Paris with
its reception and the welcome in London, to-
gether with the trip aboard a man o’ war back to
U. S. A. There are “Aviation Capers” with the
aviatrix beauties doing some clever tap dances,
all devised by M. Senia Gluck. They wore silver
jackets and aviation helmets.

“Jerry,” accordionist and dancer, gives tailspins,
loops, zooms and other features in slow-motion
dancing. Next comes a conception by Rodemich
of “Dew-Dew-Dewey Day,” Bernard and Henry
add a Van and Schenk number with Ernee and
Fisher, fresh from college, giving comic dances.
The finale, “Flyin’ High,” with special music by
Rubey Cowan and special costumes, proves one of
the most effective ensembles yet given. Airplanes
and special lights are used in profusion, the
planes being filled with girls and they alight and
later take-off from the stage. “Up In the Clouds”
is the song which carries the ensemble.

“Tell It to Sweeney” is the film.

Detroit Michigan

Week Ending October 8

The current stage entertainment offered Lou
Kosloff and His Syncopators in “Jazz a la Carte,”
a merry melange of mirth and melody. Lou heads
the aggregation, displaying excellent form both as
to music and leadership, and a knockout chorus of
male voices presented favorite hits from “The
Student Prince” and “Prince of Pilsen.” Rose-
mary, a charming little songstress, was heard in
the Shadow song from “Diborah.” A1 and Ray
Samuels in tricky tap dances which gained con-
siderable approval ; Charles Rozella playing tunes
on disguised musical instruments ; Peggy English,
a blues vocalist with popular arias, and Paul
Howard, contortionistic dancer, completed the spe-
cialty portion of the program.

St. Louis Ambassador

Week Ending October 8

An Oriental background was used by Ed Lowry
to give the proper atmosphere for his stage offer-
ing “Tokio Blues.” He featured with a sympa-
thetic vocal interpretation of “Me and My
Shadow.”

Willie Solar, a singing comedian with an inter-
national reputation, headed the supporting players
which the Three Meyakos in the cast of Japanese
singers and dancers gave the proper Far East
touch to that end of the program. The Ambassa-
dor Rockets also did their stuff well.

New York Capitol

Week Ending October 11

The new and greater entertainment policy of
the Capitol was ushered in last Saturday with the
front of the house in a holiday dress to carry out
the spirit of expansion and elaboration.

Pat Rooney, as master of ceremonies and in
company with Marion Bent and Pat Rooney III,
makes his first appearance in a motion picture
theatre.

Supporting the Rooneys in the “Oddities” Revue
are the Keller Sisters and Lynch, famous Bruns-
wick recording artiste, whose harmonies will be
remembered from “Lucky” of last season and the
current revue, “Allez-Oop.” Other featured ar-
tists are Burt Rome and Henry Dunn, late of the
“Varieties,” and Don Lyndon and Thelma Far-
man, an attractive dancing’ team.

A new part of the organization which gives
promise of acquiring as great a following as some
of the regular features is the new stage band,
“The Capitolians,” under the direction of Paul
Specht. This hand-picked group of musicians, in
addition to being individually talented artists, are
adept in the performance of several instruments.
Further carrying out the policy of expansion is
the Capitol Singing Ensemble, which will be pre-
sented in various types of musical spectacles, both
classic offerings as well as those of a lighter
nature.

Spirited and refreshing as ever, the Chester
Hale Girls will continue as one of the Capitol’s
most charming and loveliest assets.

Recognizing the rich musical possibilities of the
organ, the theatre installed the world’s largest
and finest theatre organ. Organ concerts which
will include examples of all types of music will
be a feature of the program.

The Capitol Grand Orchestra, under the direc-
tion of David Mendoza, and its personnel of ac-
complished musicians, will continue to supply the
sound, rich backbone of musical fare. Soloists of
international reputation will be recruited from
the operatic and concert ranks to further carry
out these ideals.

Detroit Grand Riviera

Week Ending October 8

“Monk” Watson and his Keystone Serenaders
occupied the stage this week with a presentation
labeled “Top of the World.” A fine setting, in
which the orchestra was seated on white clouds,
added much color to the proceedings. For the
background a blue drop with star-like effects and
nicely tinted was employed. “Monk” was the pre-
dominant figure in this production, his clever in-
troductions, sprightly clowning and good all
around leadership alone being worth admission
price.

Two ukulele and vocal entertainers, the Haines
Twins, presented a difficult arrangement of “Wil-
liam Tell” overture, which went over big. An
ensemble of twelve girls, all easy to look at, came
on next, stepping high to martial strains, while
Charles De Wolf also hit the rapid stride set by
those listed heretofore when he sang “Broken
Hearted,” accompanied by the band.

Miss Melva Talma had some “he” man songs
and Fanny Haines, assisted by the dancing girls,
supplied a toe demonstration for good applause.

A personality girl, Jean Starr, was then intro-
duced and her songs including “Side by Side” and
“He Don’t Want To” went over very well. The
latter number drew an uproar of chuckles. Last
but by no means least was Tommy Wonder and
his sister, and this proved to be one of the best
wee tot acts ever booked here.

Merle Clark, organist, presented “Morning
Glories” as an introductory feature.

Observation : Manager Holloway declares the
house has been packed every night during the past
two weeks. After viewing this stage show it is
easy to tell why.

DAVID GOULD

LUBLINER & TRINZ
BALABAN & KATZ

Production Dept.
Chicago

ORGAN SOLOS

Ed. Fitch (Chicago Sheridan) offered a clever
community stunt in the form of “A Memory
Test.” He used clever comedy slides. The idea
he wished to convey was for the audience to re-
member the missing words which were left out
of the slides. He played “Crazy Words,” "For-
give Me,” “Aint She Sweet,” then a brand new
number called “Are You Happy,” which he played
with all the words then with words missing — the
audience to remember the missing words. He
finished with "Glorious Feeling.” Eddie’s fine
playing made everyone enjoy this and they all
sang with a will.

J. Gibbs Spring (Hammond State) presented for
his community singing program the following
songs, “Dawn of Tomorrow,” “You Don’t Like
It,” and “Is It Possible?” which served as an
encore. The last two were syncopated by Spring
in a style that has made him popular at this
house. It is evident that community singing is
liked in this theatre as the audience are very
reluctant in joining the crowd.

Dr. G. W. Rontfort (Chicago North Center)
offered for this week’s organ solo a stunt that
combines Jack Stanley’s miniature orchestra and
his organ. The arrangement was the overture
“Lucia,” which gave the effect of a huge sym-
phony orchestra.

Arthur Richter (Wisconsin, Milwaukee) entitles
his selection this week, “Auction Sale,” in which
he proceeds to play “Give Me a Night in June,”
“Baby Your Mother,” “Dew, Dewey Day,” “Just
Once Again,” and “Sing Me a Baby Song,” with
the words flashed upon the screen. In every in-
stance following the song, he throws into the
audience an autographed section of that song to
the so called “highest bidder.”

Eddie Meikel (Chicago Harding) offered a
“school-day” stunt for his organ club members,
using the following 6ongs : “Are You Happy,”
“Hello Cutie,” “Baby Your Mother,” “Love and
Kisses,” “I’d Walk a Million Miles,” “Dewey
Days,” and “Highways” for an encore. These
songs were used in the form of Daily lessons,
which took in every branch of regular school
training. For the anniversary stage show cele-
brating Mark Fisher's first year. The club song
called “Happy Birthday” was sung by the mem-
bers.

Edgar Amstein (Chicago Central Park) offered
a “School-Day” community stunt which consisted
of the following songs: “Waiting for the Rain-
bow,” “Lonesome,” "When the Morning Glories
Wake Up in the Morning,” "Sandman,” and
“Highways.” These numbers were illustrated
with clever slides and fine organ interpretation.

Henri Keates’ (Chicago Oriental) “Everybody
Sing” this week was a good follow-up for his
takeoff on contests of last week for it gave the
folks a chance to practice up on their community
singing, even if Henri’s number this week lacked
a special idea. He reverted to old songs, such
as “Some of These Days” and “Meet Me Tonight
in Dreamland” without any imagination what-
soever, and also rehearsed the audience again and
again in “Way Back When.” He also played “A
Night in June” and ended up with "What Do
We Do on a Dew, Dew, Dewy Day.” They all
seem to like to sing for Henri no matter what
he plays, but just the same this reporter expects
his next performance to be more in line with
his number in the past and contain better con-
tinuity.

Henry B. Murtagh (Chicago, Chicago) for his
musical memories played “School Days” and
“Poet and Peasant.” Murtagh’s programs always
present diversified entertainment, and no two
weeks in succession does he offer a solo that in
any way resembles the week previous. He is a
worthy fixture at the Chicago.

Raymond Berry (Chicago Alamo) presented for
this week’s solo as a community singing stunt
a novelty called “School Days” with the follow-
ing songs: "Waiting for the Rainbow,” “Just
Once Again,” Sing Me a Baby Song,” Morning
Glories,” and “Highways.” The program was
liked.

COSTUMES FOR HIRE

PRODUCTIONS

EXPLOITATIONS

PRESENTATIONS

DDAAF Cl 1437 Broadway
DIvUUlVU Tel. 5580 Penn.

October 15, 1927

EXHIBITORS HERALD

59

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

COLLEGIATE

IRST of the football pictures for this
year, at least the first to come within range
of these eyes, is “The Drop Kick.” I sup-
pose the game had been consumed down to
this peculiarly noncombustible adjunct,
otherwise I know not why it could have
been selected. It is made to click, how-
ever, in pretty good shape.

The picture, as you know, features Rich-
ard Barthelmess, who is a bit light as to
weight for the mainstay hack of a wholly
first water squad, but you may not know
that the things done at this college are even
funnier than Mr. Barthelmess hooting the
hall 40 yards for a bounce off the beam
into fair ground and victory. In fact, some
of the things done at this college are so
funny that the football game is a bit of a
dud when it finally comes off.

It seems, as somebody used to say, there
were two fellows. One of these fellows was
the college coach and he had married a girl
such as may have thrived upon some campus
at some time, but I doubt it. And this wife
of this coach, like all the rest of the girls
in the picture, was very batty about a cer-
tain dropkicker who had a way of booting
the oval squarely between the posts from
this placement or that. And so it came to
pass —

That this coach did take from the college
treasury, or athletic fund, so much money
that it seemed necessary to shoot himself on
the eve of the big game (as no self-respect-
ing coach would think of doing! and write
a farewell letter which his wife (the un-
collegiate person aforementioned) could use
as a club over the head of the football star
(carelessly breaking training by being in the
unwifelv wife’s bedroom with his arms
around her at the moment the coach kicked
off) by way of annexing him as husband
and so forth. If you care for more details,
the dropkicker falls for the racket and all
but kicks the big game into the opponents’
basket, when who but his mother should
unravel the unwifely blond's deeply dyed
plot and slip the information to the kicker
in time for him to put over the field goal
that wins the game, girl and glory.

As you must suspect by this time, and
suspect isn’t the word at all, the picture is
a very woozy collection of far flung bits that
has nothing save Richard Barthelmess and
a football game as assets. I have spared

By T. O. SERVICE

you the dozen or more additional breaches
of college custom, hut they are effective in
their disillusioning influence. Perhaps the
secret of it all is to be traced to the fact —
at least I believe it is a fact — that a lot of
young fellows from various colleges who
won a contest of some sort conducted by
College Humor , a magazine, are utilized in
the production. ( College Humor did not
announce that the boys were selected for
their comic talents.)

And now let’s see if we can’t let Dick
grow up a bit and get to work in some more
pictures like “The Patent Leather Kid.”

W HERE ARE THE IDEAS?

A

XjLGAIN the pictures are running to rut
and again I inquire, with my characteristic
lack of constructive suggestion, where are
the ideas? On second thought, I do not
lack constructive suggestion in this instance.
In fact, I have an excellent one to make
and so shall be about it.

I suggest that the motion picture stars and
producers be compelled to foregather at
suitable intervals in Hollywood Bowl and
listen to a suitably amplified reading (per-
haps by Will Rogers) of the articles about
motion picture stars and producers being
printed in the national magazines. If this
sounds impracticable, wait a minute:

In the past six months I have read in the
national magazines that (1) this star is the
last word in erudition, (2) that star knows
more about astronomy than the guy who
invented it, (3) all producers are little white
angels gifted with inner vision, 24-liour in-
tellects and unquenchable inspiration, (4)
the rank and file of Hollywood is made up
of the top layer of the present generation,
mentally, physically and emotionally, and
whatever is good dwelleth in Hollywood
( and whatever is bad haileth from Chi-
cago).

Now all these articles must be true, for
do not the writers of these articles spend
a week or more at the Ambassador before
writing their pronounciementos? Indeed
they do. And of course I know that the
writer of such an article could not possibly
be misled by rumor or deceit, for certainly
the L. A. chamber of commerce would not

permit this to occur. And certainly no
p. a. in that scented community would per-
mit a visiting scribe to get away without
coming into possession of full and ample
information governing the village.

So (and also of course) if all these articles
were read to all these people publicly and
under due enforcement of parliamentary
rule, what could these people do but — if
only in self justification — dash to the studio
and put onto film the fruits of these plainly
authenticated talents? And what could be
the result save a steady flow of good enter-
tainment from then on? Nothing, of
course.

And so I call upon the presiding power
of the film center, who may not be tomor-
row the fellow who is that today, to get busy
and call the folks together to tell them
how good they are, to explain to them the
desirability of expending some of this draw-
ing room brilliancy for the betterment of
pictures, and to see that this is done forth-
with.

I make no assessment of any kind for this
excellent suggestion.

THE FIGHT PICTURES

T

_L HE pictures of the Tunney-Dempsey
fight are showing in Chicago to consistent
business. For some obscure reason, I have
not been impelled to view them. Perhaps
the reason is that I heard the fight by radio
on one of the few occasions of my listen-
ing-in. However: —

When other fight pictures have been
smuggled into the city, not without due
payment of fine by the smugglers, I have
felt the call irresistibly and have reacted
thereto. It seems the forbidden thing is
attractive, even to me, aged and aweary as
I have become in this so-called work of ob-
serving pictures. Now let’s be sensible
about it and lift this silly rule about trans-
porting the pictures from here to there. Or,
if that is not practical, let’s expand the
ruling to include other types of pictures,
the demand for which would then increase
to such an extent that exhibitors would be
sure of getting at least one profit producing
picture out of a dozen. I think that would
be about the right ratio — and think what
a lot of revenue the fines would produce for
our state treasuries.

60

EXHIBITORS HERALD

October 15, 1927

THE HIM MART

(Special to the Herald)

HOLLYWOOD, Oct. 11. — Universal starts work on
three productions today, “Meet The Prince,” “Number
13 Washington Square,” and “Finders Keepers.” It
adds those three to the seven already under way and
thereby claims to be busiest lot in Hollywood. Para-
mount which has long been in a production slump
promises to break away in two weeks and begin pro-
duction on ten new pictures. Schedules in general are
behind but Universal, First National, Fox and Metro
have already begun to catch up.

Mary Nolan, who will make her first American ap-
pearance in United Artists’ picture, “Sorrell and Son,”
has transferred her five year contract from United
Artists to Universal. She is soon to star in Universal’s
“Red Mirage,” in which Norman Kerry takes the lead-
ing role. Lewis Stone will probably play the heavy.
Miss Nolan comes from Germany.

Lorraine Eason has replaced Josephine Borio as the

feminine lead in “The Swift Shadow,” an F B O picture.
The change became necessary when Miss Borio met
with an accident.

The next picture co-starring Ronald Colman and
Vilma Banlcy for United Artists will be titled “The
Flower of Spain,” instead of “Leatherface,” as original-
ly announced. Fred Niblo is to direct the picture which
is scheduled to go into production inside a week.

Corinne Griffith has signed Edward Martindale for
the role of the Colonel in “The Garden of Eden.” Mar-
tindale replaces Albert Conti, originally announced for
the role.

Tiffany Productions has begun the filming of “Wild
Geese,” the well known novel by Martha Ostenso. A
large cast has been picked for the picture.

Alberta Vaughn has been cast for an important role in
Metro-Goldwyn-Mayer’s new starring picture for
Raymond Novarro.

Pathe Completes Three
Westerns and Sportlight

James Cruze has selected “The Red
Mark,” a dramatic story of the prison
colony at New Caledonia, as the next pic-
ture he will make for Pathe release.

“The Leopard Lady,” a story of circus
life by Beulah Dix, will feature Jacqueline
Logan, whose work as Mary Magdalene
in “The King of Kings” added to her pop-
ularity.

Production has been completed
on three new Westerns at the
Metropolitan studios, “The Boss
of Rustlers’ Roost,’’ “Crashing
Through” and “The Survival of
Slim,” also a new Sportlight.

Having just completed her role
as Mary Pickford’s mother in
“My Best Girl,” Sunshine Hart
has signed a contract with Mack
Sennett and is now appearing in
two-reel pictures.

“A comedy without a contrasting ele-
ment of pathos is like a well-cooked meal
without salt,” says James Cruze. “Just as
the sun seems to shine brighter after a
storm, so humor is all the funnier if pre-
ceded by a touch of sadness.”

The highest salaried list of extra play-
ers ever seen in a Mack Sennett comedy
will be shown in the first of the new Pathe
series of Sennett Girl comedies, now be-
ing filmed, Pathe says.

F B O Releases Four
Features in November

Final scenes for “The Little Buckaroo,”
the fourth picture in which Buzz Barton,
boy star, has appeared, were filmed at the
FBO studies under the direction of Louis
King. , , .

The three-fold task of writing, adapting,
and directing the next Buzz Barton picture,
the “Wizard of the Saddle,” has fallen on
the shoulders of Frank Howard Clark, as-
sistant supervisor of western productions.

FBO will distribute four long
features during November and
four short features. The long

features are “Judgment of the
Hills,” “Hook and Ladder No. 9,”
“The Bandit’s Son” and “The
Harvester,” based on the story by
the late Gene Stratton-Porter. AH
exteriors for “The Harvester”
were filmed at Rome City, Ind.,
the home of Mrs. Porter.

Lorraine Eason will replace Josephine
Borio as the feminine lead in “The Swift
Shadow,” which will star Ranger, the dog,
under the direction of Jerome Storm, ac-
cording to an announcement by William Le
Baron, vice-president in charge of produc-
tion.

A blaze of color and activity is apparent
on the beach at Avalon, Catalina Island,
as a result of the arrival of more than
75 members of an FBO motion picture
company which came from Hollywood to
film scenes for “Her Summer Hero,” a
story of college and the beaches.

Sharon Lynn, who played feature roles
in “The Coward” with Warner Baxter, is
in New York for two weeks.

Release Dates

WEEK OF OCTOBER 16
“Shanghaied”— —F B 0—5999

“Spring Fever”— Metro-Cold wyn-Mayer— 6705
“TTie Obligin’ Buckaroo”— Pathe— 4575
“Jess® James” Paramount— 7423

WEEK OF OCTOBER 23

“The Boy Rider”— F B 0—4854
“American Beauty”— First National— 6333
“Combat”— Path®— 5100
“The Chinese Parrot” — Universal— 7304

WEEK OF OCTOBER 30

“Les Miserables”— Universal— 7713

“Bowery Rose” Excellent 6250

“The Cherokee Kid”^— F B 0—4837

WEEK OF NOVEMBER 6

“The Small Bachelor” Universal— 6305

“Back to Liberty” Excellent 5980

“Th® Crystal Cup”— First National— 6380

WEEK OF NOVEMBER 13

“The Thirteenth Juror” Universal 5598

“Body and Soul”— Metro-Goldwyn-Mayer— 5902

Columbia Signs Turpin
for “The College Hero ”

“The College Hero” has received an-
other feature player for its cast in the
person of Ben Turpin, the cross-eyed com-
edian. Ben plays the part of college jani-
tor and football team mascot. ’Tis said
that Ben and his eyes will roam all through
the picture. Bobby Agnew and Pauline
Garon are the stars of the picture and
none other than Charles Paddock, “the
fastest man on earth,” has been signed as
technical advisor and to play the part of
football coach. The company is now on
location at Occidental college at Eagle
Rock.

Dorothy Sebastian is one of the
latest to be signed by Columbia.
She was obtained through the
courtesy of Metro-Goldwyn-
Mayer. Columbia announces that
it plans to present her in a produc-
tion that will give her ample op-
portunity to display her terpsi-
chorean and dramatic talents. She
started her career with George
White’s Scandals as a dancer,
hence the terpsichorean talents.

Harold Shumate has been added to Col-
umbia’s scenario department. Shumate
started his writing career in 1917 with Tri-
angle and has been on the scenario staffs
of most of the big companies.

“Lindy” Pilots Rogers
in Ford Airplane

Norma Talmadge’s First National spe-
cial, “Camille” in modern dress, had a gala
opening in Los Angeles last week at the
Criterion theatre where it is in for what is
expected to be a long run at advanced
prices.

“Lilac Time,” starring Colleen Moore, is
being adapted by Adela Rogers St. Johns
and Willis Goldbeck.

Col. Charles A. Lindbergh pi-
loted Will Rogers in a Ford air-
plane from San Diego to the Bur-
bank studios where Sam Rork is
producing “A Texas Steer,” star-

October 15, 1927

EXHIBITORS HERALD

61

ring Rogers. Rork allowed Rogers
to be absent from the set to pre-
side at San Diego’s banquet for
the £rst man to make a nonstop
flight from New York to Paris.

To return the compliment, Lindy,
the following morning, stepped
into an airplane with Rogers and
flew with him to Los Angeles,
arriving at the studio in time for
Rogers to resume work at the
usual hour.

First National’s George Fitzmaurice spe-
cial, “Rose of the Golden. West,” a roman-
tic and glamorous tale of California in
Spanish days, was last week’s pre-release
attraction at the Strand in New York,
where it registered unmistably with the pa-
trons. The beauty of the costumes, and
settings, the romance and thrill of its love
story, the excellence of Fitzmaurice’s direc-
tion and the capable acting of the cast
were singled out for comment by the re-
viewers.

Jannings Will Begin
New Picture Soon

Grover Jones, who was responsible for
the story of “The Gay Defender,” which
Richard Dix is now making with Thelma
Todd in the feminine lead, has signed a
new long term contract with Paramount.

Evidence that Broadway has accepted the
outstanding $2 moving pictures as enter-
tainment comparable with legitimate hits
is seen by A. G. Grey, head of the road-
show organization, in the extraordinary hit
scored by “Wings,” the war aviation film
now in its ninth week at the Criterion.

“Our advance sale is so heavy that by
noon all seats have been sold for the day’s
matinee and evening performances, and the
box office does not open until ten,” he said.

Emil Jannings will begin making
his next picture, as yet untitled,
as soon as he finishes retakes on
“ The Street of Sin,” which was
reopened for production two
weeks ago to make night scenes
for the London slums, where “The
Street of Sin” is laid.

“Barbed Wire,” Pol a Negri’s
special, is more than duplicating
its American success in Germany.

Evelyn Brent is to have the leading femi-
nine role with Emil Jannings in his next
Paramount picture which deals with the
life of a prominent Russian general, be-
fore and after the Czarist regime. It is
as yet untitled.

U Changes Release
Dates of 8 Pictures

More than 80 per cent of Universal’s
new season product has been completed,
it has been announced. Production now
underway accounts for all but eight pic-
tures to be produced this season. Changes
in releases have also been made and af-
fect the following eight pictures listed here
with their new release dates: “The Chinese
Parrot,” Oct., 23; “The Small Bachelor,”
Nov., 6; “The Irresistible Lover,” Dec., 4;
“Paris or Bust,” Dec., 25 ; “Alias the Dea-
con,” Jan., 22; “Buck Privates,” Mar., 4;
“Surrender,” Apr., 22 and “Hot Heels,”
July 22.

Robert Hill, Universal director,
is in New York where he made
shots of the recent races at Bel-
mont Park to be used in his pic-
ture, “The Dough Girl.” from a
racing story by Gerald Beaumont.

Cameras started grinding last
week on the film version of Victor
Hugo’s classic, “The Man Who
Laughs,” which is scheduled to be
one of Universal’s biggest produc-
tions for the year. More than
six months of preliminary work

has already been done. Paul Leni
will direct the production and
Conrad Veidt, Mary Philbin and
George Siegmann are among those
cast for the picture.

Universal has just made a number of
important assignments. Millard Webb has
been assigned to direct “Honeymoon Flats,”
the Earl Derr Bigger novel; Paul Gangelin
has been assigned to adapt “The Worm
Turns;” Rex Taylor will write the con-
tinuity for “The Broadway Romance;”
Jack Clymer has been assigned to write
the continuity for “Has Anybody Here
Seen Kelly” and Charles Kenyon is to
produce the continuity for “The Red
Mirage.”

Fox Plans “Four Devils 99
by Director of “ Sunrise 99

“High School Hero” will be released
throughout the United States October 16.
Fox Films intends to produce several high
school stories with Sally Phipps and Nick
Stuart as the central characters.

“The Four Devils,” by F. W. Mumau,
director of “Sunrise,” who returns to the
United States this month to fulfill his new
five year contract with Fox Films, is among
the specials planned by Fox executives.

Tom Mix, Fox Western star, is
on location at Newell, filming
“Wildcat Law” under the direc-
tion of Eugene Forde. This is
Tom’s fourth production of the
season, the story being by John
Stone. Natalie Joyce has been
selected as leading woman to play
opposite Mix.

Among the Fox Variety Subjects
being made ready for releases are
“Lords of the Back Fence,” “The
Arkansas Traveler” and "The Des-
ert Blooms.”

Olive Borden is starred in
“Come to My House,” a produc-
tion that has just been lauched at
the West Coast Studios under the
direction of Alfred E. Green. The
cast includes Antonio Moreno,
Richard Maitland and Ben Bard.

Victor Heerman, shooting interiors for
“Ladies Must Dress,” is making fine prog-

ress at the West Coast Studios. Virginia
Valli and Lawrence Gray are featured.
The cast includes Earle Fox, Hallam
Cooley and Nancy Carrell.

Tyler Brooke, who was selected to play
the leading masculine role in the Van Bib-
ber series, has just completed “Four Faces
West” under direction of O. O. Dull.
Dione Ellis has the leading feminine role.

M-G-M Releases Five
Pictures in October

Headed by “Ben Hur” Metro-Goldwyn-
Mayer will release five feature pictures
during this month. The four others are:
“Body and Soul,” directed by Reginald
Barker with a cast including Norman
Kerry, Aileen Pringle, and Lionel Barry-
more; “In Old Kentuck,” with James Mur-
ray and Helen Costello ; “The Fair Co-ed,”
starring Marion Davies and “Spring Fever,”
starring vehicle for William Haines.

Work at the Military Academy
has been completed on “West
Point,” and director Edward Sedg-
wick; his two leads, Joan Craw-
ford and William Haines and unit
returned to the Coast. It is es-
timated that at least four weeks
more will be required to complete
the interiors of “West Point” at
the Culver City studio.

“ Spoilers of the West,” Tim
McCoy’s next Western for Metro-
Goldwyn-Mayer, the story for
which has just been completed,
will be filmed among the Arapaho
and Shoshone Indians of the Wind
River reservation. McCoy’s last
picture, “Wyoming,” is unusual in
that it does not contain a single
interior shot. It was Aimed in the
state for which it is named.

Marceline Day, who has recently played
in “Rookies” and “Romance,” is to have
the most important role of her career so
far when she appears with Lon Chaney in
his next starring vehicle, “The Big City,”
The assignment came as a result of her
work opposite Chaney in “The Hypnotist.”

It looks as if this young screen star
will be rather busy for some time for she
is cast with Ralph Forbes in “Dog of War.”

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62

EXHIBITORS HERALD

October 15, 1927

f THE THEATRE]

Q-AjT)epartment of Practical Showmanship J

CHILDREN’S CLUB BOOSTS

SERIAL AND MATINEE TRADE

Out in Lodi, Cal., there can be found
a sure enough theatre ' manager. He is
Barney Gurnette of the Lodi theatre. He
is already known to the readers of the
Herald. In a recent issue we published a
program calendar that Gurnette uses to
advertise his pictures. Gurnette has re-
ceived a number of letters from exhibitors
asking for copies. This shows the idea is
good.

Now Gurnette sends in another idea that
is the real thing. He runs a children’s
matinee on Saturdays, and when he
launched a new serial picture, he organized
a junior matinee club to boost both the
serial and the matinees. His letter printed
below tells how he staged it, and gives
all the particulars.

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

I have had several requests for
copies of our calendar from ex-
hibitors since you gave it space
in a recent issue of the HERALD.

Thought perhaps some of the
boys would be interested in a
matinee builder which we started
last Saturday. We call it the
T. and D. Jr., Matinee Club and it
is open to all children between the
ages of five and 12. The enclosed
membership card is similar to the
ones that were distributed at the
box office one week before the
starting date of our newest serial.
When the cards were returned,
properly filled out, buttons were
issued and every member with a
button was admitted free to the
matinee on the day the serial
started.

On each succeeding chapter, 10
numbers are posted in the box
office and the children having the
buttons with the corresponding
numbers get in free to the matinee.

We run two or three reels of
educational material at the kid-
dies’ matinee every Saturday.
These are obtained, at a nominal
cost, from the University of Cali-
fornia. These films meet with the
approval of the school authorities
and parents, and no doubt are re-
sponsible for the popularity of our
Saturday matinees.

Trusting this stunt will be of
value to some of the managers,

I am

Very truly yours,

BARNEY GURNETTE, Mgr.,
Lodi Theatre.

This is a splendid idea, we believe. Hav-
ing a whole town full of children wearing
buttons reading, “T. and D. Jr., Theatre

The membership card given to
the members of the matinee club
of the Lodi theatre, Lodi, Cal. In
the upper left corner is the button
worn by each member.

Matinee Club Member,” will attract a great
deal of attention in anybody’s town. And
every member will be sure to come to the
theatre each week to see if he is listed
among the ten to get free passes to the
show.

Catholic Priest Runs

Theatre ; Gives Card

Parties and Dances

Father Blaise, a Catholic priest, who
operates a motion picture theatre at Schroon
Lake, N. Y., in Community Hall, is attract-
ing wide attention these days through his
success not only from the standpoint of an
exhibitor, but also on the manner in which
he runs the house. Father Blaise does all
of his own booking. The hall is open also
for card parties and dances, without re-
spect to sex or creed. The whole idea has
brought Father Blaise before his commu-
nity in a way that has resulted in his be-
coming quickly one of the leading men in
that part of New York state.

Theatre Party for
Woman 9 s Clubs Wins
Exhibitor Publicity

George E. Hoffman, manager of the
Arcade theatre, of the Universal chain, at
Kissimmee, Fla., recently put over a stunt
that won him some good newspaper pub-
licity and added to the goodwill of his
patronage.

Hoffman invited the Woman’s club and
members of the Parent-Teachers associa-
tion to be guests of the Arcade at a special
afternoon performance at which time he
entertained them with a particularly appro-
priate picture and later held an informal
reception at which light refreshments were
served.

In commenting on the affair the local
newspaper, The Kissimmee Valley Gazette,
paid this tribute to Hoffman: “Manager
George E. Hoffman of the Arcade theatre
bids fair to ingratiate himself into the good
graces of every Kissimmeean. Not only
has he made marked improvements in the
general appearance of the Arcade, and in
the character of entertainment by offering
the best pictures available here, but by his
kindly cooperative spirit he is winning the
goodwill of everyone.”

Such clubs and organizations as the
Woman’s club and the Parent-Teachers
association are to be found in every city
and town, and the exhibitor who does not
play to them is passing up one of his best
bets. By playing to them it is not meant
to make yourself obnoxious, but to coop-
erate with them and make them feel that
you are putting over every effort to give
them the kind of entertainment they want.

This excellent street ballyhoo produced big business for the Metropolitan
theatre in Baltimore recently, when it played Warner Brothers’ picture, “The
Missing Link,” starring Syd Chaplin. We have often wondered what the
missing link looked like, and if it looks like this, we are glad it’s still missing.

October 15, 1927

EXHIBITORS HERALD

63

Cn» Lrttle Pap»r With ’Ho Big Circulation This Week 3000

RYSTAl

THKATRE NEWs

House Organ Uses
Serial Stories for
Readers 5 Interest

One of the most interesting theatre
house organs that comes to this department
is the Crystal Theatre News, published
weekly by the Crystal theatre, Ottawa, Kan.

One feature that is unusual in such house
organs is a continued story, a chapter of
which is run in each issue. The story now
running is “Shadows of the City,” by
Edwin Balmer and Gene Markey. This
story was purchased from the Western
Newspaper Union Service of Chicago.
Theatre managers who have trouble in get-
ting their patrons to read their house
organs should try this idea. It has proved
successful for the Crystal theatre, and will
no doubt give the same results for any
other house organ.

The Crystal Theatre News carries a
number of picture illustrations, one for
each picture of the week, and this gives
a pleasing makeup to the paper and of
course helps to advertise the pictures.
Another interesting feature is the columns
of studio notes from Hollywood. In the
main these notes are obtained from the
Film Mart department of Exhibitors
Herald. This suggestion should prove of
value to exhibitors who publish house
organs. The material in the Film Mart
department is designed to give readers
news of pictures and picture production,
but it makes excellent copy for house
organs. It can be taken right out of the
department and put into your house organs,
and wilF prove interesting reading for the
readers of your paper.

The Crystal Theatre Neivs is eight and
one-half by eleven inches in size and con-
tains eight, three column, pages. It has a
free circulation of 3,000 and contains a
large number of ads.

The aim of the paper, as it sets forth, is
this: “We are not only advertising the
Crystal theatre through its columns — that
is only a part. We are sincerely trying
to give condensed, intelligent information
about the moving picture industry. We
want to show you that the moving picture
theatre is an essential factor in the life of
this community; that along with other
important institutions it is your servant,
standing always ready to give you the best
that is thought and done in the world of
photoplay; that the moving picture theatre
is sincere, and guiding most carefully the
education and morals of your children.”

“Smile Week” and Special Film
Exploits “Smile, Brother, Smile”

When the Metropolitan theatre, Houston, Tex., played the First National
picture, “Smile, Brother, Smile,” a special city-wide “Smile Week” was put
over as part of the exploitation. And in connection with this, the local
motion picture photographer was lined up, together with a local newspaper.
The Houston Press, and the city was told on the front page of the paper that
on Wednesday at noon a motion picture would he made at the most promi-
nent business corner.

On Wednesday of the week prior to the
showing of the picture thousands of people
gathered around the corner to get into the
picture, which was nothing more or less
than a news shot of the smiling crowds.
Paul Spor, director of the bandshow at the
theatre, directed the film and appeared in
it in comedy sequences.

Chorus girls who were appearing in the
theatre that week were planted in the
crowd, and furnished some comedy when
they rushed out and embraced the popular
band leader. Various prominent people

Harmonica Contest

Proves Drawing Card
for Indianapolis House

The harmonica came into its own in In-
dianapolis recently. A contest for local
boys who thought they could make some
real tunes on this comparatively simple in-
strument proved to be one of the biggest
crowd drawing contests ever held in a
theater here.

In order that the contestants might be at
their best, three leading music stores of the
city had two boys of the band at their
stores for an hour each day to give lessons.
The stunt, incidentally, made harmonica
sales in the city jump.

This is a good stunt, and should prove
effective for small theatres. A harmonica
contest with awards for the winners can
be easily staged at small cost — the
awards do not have to be large — and the
stunt will go over big with tbe audience.
A little advertising in the form of slides,
heralds and an ad in the newspaper will
easily put over the harmonica night. -

were selected from the crowd and close-ups
were made of them. A shot of the mayor
smiling for all that he was worth was
obtained for the opening shot. Houston’s
mounted police helped film the picture by
handling the crowds.

The picture was played up in the local
paper, and proved to be a drawing card at
the Metropolitan when it was shown at
every performance the following week.
The stunt cost the theatre a total of $15
and brought in at least 10 times that
amount in receipts.

Theatre Uses Team

of Dancing Girls in
Good Publicity Tieups

Floyd Maxwell, manager of the Broad-
way theatre, Portland, Ore., uses his
dancing girls in many publicity tieups.
Wonderful newspaper publicity was given
the Broadway theatre when the girls mod-
eled for a special style show sponsored by
one of the leading department stores. An-
other publicity break came when a golf and
automobile tieup was arranged between one
of the leading distributors and a well-
known sporting goods shop, in which the'
girls again took part. Maxwell is always-
on the lookout for good tieups and puts
them over in nice shape.

This sort of publicity is especially ef-
fective where a theatre has a girl dancing
unit that is a permanent part of the'
stageshow entertainment. It gets the
team before the public and fixes in
the minds of the public the fact that the
team appears regularly at the theatre.
Such stunts are easy to promote.

When the Capitol theatre, Atlanta, Ga., ran Universal’s big aviation feature,
“The Lone Eagle,” Manager Marty Semon made this synthetic airplane of
canvas, wood and compoboard, and displayed it in the lobby. Lieut. W. V -
Davis, Jr., U. S. N., navigator of Art Goebel’s plane, a winner of the Dole '
Derby across the Pacific, was the guest of the theatre during the showing and
posed by the airplane.

64

EXHIBITORS HERALD

October 15, 1927

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

A Letter to Carl Laemmle

COLBY, WIS. To the Editor: Here is
one for our friend Carl Laemmle as one
brother exhibitor correctly named him, The
Godfather to the small town exhibitor.

We have been running the Rex theatre
for the last five years in this small town
of 700 inhabitants and in that time have run
practically all distributing companies’ prod-
uct to some extent and Universal has been
favored with 30 per cent of our play dates
in these five years. As we run but one
change per week with exceptions of about
three months per year when we use two
changes per week it is impossible to be
using everyone’s product at the same time.

Mr. Rosenblatt, salesman for Universal
out of Milwaukee, has insisted the past
year that we must run Universal product
and threatening us that if we did not buy
Universal that he would force their pictures
in our town. We could not buy additional
pictures during the past year from them, as
our playing time was practically all tied
up with other companies and besides that
the last group of Universal we did run
proved to be inferior to other companies’
product we were running at the time.

Our friend, Mr. Rosenblatt, has taken it
upon himself to form a partnership with a
Mr. Seitz of Spencer, Wis., calling them-
selves the Northern Amusement Company,
and have leased the old frame Opera House
in our town and opened up what they call
the Capital theatre, running in direct com-
petition to us on same nights of week we
run.

This Mr. G. Seitz has been trying to run
pictures at Spencer for past two or three
years and I understand has been in trouble
with practically every distributing company
that he has done business with and has been
on the Film Board a couple of times for
failure to fulfill contracts and according
to his own word was refused service out
of Milwaukee not over two months ago on
account of his being blacklisted. But he is
getting Universal service at this time as
we understand through the misrepresenta-
tion of having it come through the bank at
Spencer, although the business men advise
they are paying Mr. Seitz directly for the
service in their business men’s tieup and he
is running the place for his own personal
profit.

We wrote the Universal exchange at Mil-
waukee advising them of what was being
done by their salesman in this territory
but as we expected they informed us that
their Mr. Rosenblatt was doing only what
they termed getting a new outlet for their
pictures in this town and denied that Mr.
Rosenblatt had anything to do with the
Northern Amusement Company or the
Capital theatre. We expected such an
answer but in fairness to Universal’s
avowed policy of being the small town the-
atre’s friend we informed them of what was
going on.

Of course we feel positive that Mr. Seitz
and Mr. Rosenblatt’s names are not on any
of the contracts or leases for their enter-
prises here, but they are the only ones that
have had anything to do with the deal and
we think it would be rather difficult for
Mr. Rosenblatt to explain to the esteemed
Mr. Levine, manager at Milwaukee, how it

was that he had been putting in so much
time in Colby the last two or three weeks
making arrangements for the opening of
his Capital theatre. He was the one to
look after all matters pertaining to leasing
and understand he does all the hiring of
help and if anyone has a bill to collect they
must see Mr. Rosenblatt.

Mr. Levine, manager of the Universal
Milwaukee exchange, wrote us and we just
received a nice gilt edged letter from Mr.
L. B. Metzger, general sales manager, from
New York in answer to our advice to them.
Summed up they say just about this:

“It serves you right. Our salesman has
been trying to force you to buy our pictures
for the past year. Even if you are tied
up with other product you should buy Uni-
versal. Seeing you wouldn’t buy we are
tickled to death that our Mr. Rosenblatt
has been able to tie up with someone and
force our pictures in your town. See how
you like it you poor suckers.”

Even though Mr. Rosenblatt is able to
whitewash himself of all charges with his
company of connection with the Northern
Amusement Company and Capital theatre
in Colby, it is a great pleasure to be able
to inform brother exhibitors through the
columns of the Herald just the kind of a
man they have to deal with and the kind
of help they can expect from Universal
in this territory.

We take this opportunity to inform Mr.
Levine and Universal in general that we
expect to be running pictures in Colby long
after Mr. Rosenblatt and his Capital theatre
have quit doing business and we won’t be
running Universal either. Yours truly:
Crosby & Schnrisbe, Rex theatre, Colby,
Wis.

A Blow at J. C.’s Reputation

Salmon, Idaho. — To the Editor: As I
recently telegraphed you, that fighting team
of mismates arrived— J. C. Jenkins, the
fighting sage of Neligh, Neb., Chicago and
other points East, and Frank O’Hara, the
great grandson of that tremendous fighting
giant, King O’Hara in Irish history.
Fighting they came, fighting they remained,
and fighting they passed from the picture.

As I was sick in bed and too weak to
ask, I never did know who started the
argument but I do know that their heavy
artillery when working properly blew a
hole through the roof of our house, set
fire to my bed and melted my ther-
mometer so I could not register my rising
temperature, but I’ll bet it was over 200.

And this was their argument: “Who
wins the Neligh-Forks Auto Classic?”

Both these wild men claimed it.

Now last July a brother exhibitor, L. L.
Bascom, and his wife, from Tyler, Minn.,
motored through and paid us a nice call.
They were fine people, were readers of the
Herald and knew all about the “Boys.”
They were looking for a good opening
in Washington and subsequently found it
at Dayton. While here I told Mr. Bascom
that he should push on to Forks and claim
the cross country prize but modesty pre-
vented him from horning in. How I wish
that he had! All these late troubles would
never have occurred.

Now I certainly made a howling mistake
when I telegraphed the Herald that
O’Hara has “won the race hands down,”
but I thought he had as Jenkins had no
car having lost it in the Park when it
quietly slid into a pool while J. C. was
fishing for that celebrated “steam-ray,” a
species of trout that existed only in hot
water pools.

Now I have to take it all back for the
reason that Jenkins states that O’Hara
never was an entrant anyway; that there
were only six original entries, four cars of
these now being in hands of the receivers,
so that leaves just J. C. and myself as pos-

sible winners and as J. C. is out, that
leaves but one car left which is my “Col-
leen.” So I guess I win after all, so Mr.
Shreck please send the medal spinning
right along with all charges prepaid and
not by the Norma Talmadge route. Thank
you !

To return to J. C.’s and F. O.’s visit,
we got wind of their coming by the letters
and telegrams addressed to the care of the
Rex which of course gave the snap away,
so we got busy — I mean my wife did (I
was and am yet in bed). She started in,
pronto, to find huckleberries to serve J. C.,
who has ever lauded the huckleberry as
king of fruits and fruit for kings, espe-
cially when baked into a pie of regal
dimensions. You exhibitors know the fuss
that J. C. has made over his love for
huckleberry pies.

Well, we sent out runners to all points
of the country, and in the nick of time
we had a bushel or more of the berries
to start on, and then came the baking.
Ye Gods, what excitement in the kitchen!
What work! and, what pies! Yum, yum,
they were wonderful to behold and more
wonderful to taste. What a crust! How
light! How crisp! How flaky! How juicy!
How they did melt in your mouth !

The boys arrived. The table was set,
the dinner came on and at last the piece
de resistance, the huckleberry pie for
J. C.’s delight.

“What’s that?” my wife exclaimed, “you
don’t care for any huckleberry pie?”

“Never eat it,” the sage remarked.

You can imagine the scene. My wife
has not recovered yet. I am so darn mad
that my madness keeps my fever up but
if it ever gets down, and I can get up,
I’m going gunning for one J. C. and I’m
going to poke that bushel of huckleberries
down his darned old throat even into the
end.

O’Hara? Oh yes. He ate his pie like
a gentleman and asked for more, but that
Old—

My wife absolutely forbids my sitting
up to write further. She says I’m get-
ting delirious. Well, who wouldn’t? —
Philip Rand, Rex theatre, Salmon, Idaho.

What’s The Answer?

MILES, TEX. — To the Editor: I
haven’t been sending in reports for the
reason my subjects being state right and
independent stuff was too hard to classify.
Will tell you of two and let you do the
percentages.

On August 27, I ran Tom Mix in “No
Man’s Gold.” Did extra advertising,
boosted it on its percentage rating, raised
admission and comparing with this year it
went about IS per cent.

Then, last night I got a substitute pro-
gram, just a common little Western, “The
Lure of the West,” starring Eileen Sedg-
wick that put Tom in the shade $18 worth
at regular admission. Now, what do you
know about that? True, business is better
than it was, but nothing like that on our
other show nights. We had no advertis-
ing on “The Lure of the West” except one
one sheet and set of photos.

Guess it must have been the night for
everybody to get the notion to come to
the movie.

Now, please let me give a little boost and
I’m done. I have been using Home State
Film Company service for about a year.
Contract was up about six months ago but
they have treated me so blamed nice and
white I am still running it. In all that
time I haven’t had a really bum subject, or
print, or a blowup. They have no awfully
big stupendous, super-extra big ones,
neither do they have those rental prices.

So, that’s that. Best wishes for the
Herald, its readers and contributors. — J.
W. Lumpkin, Cupid theatre, Miles, Tex.

October 15, 1927

EXHIBITORS HERALD

65

BOX OFFICE TICKER

°lhe HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Rookies ( M-G-M ) 79.90%

No Man’s Gold (Fox) 79.63%

The Cohens and Kellys (U)... 78.84%

Irene (F. N.) .... 76.75%

Keeper of the Bees (F B O) 76.69 /q

The Mysterious Rider (Par) 76.14%

Tillie the Toiler (M-G-M) 75.90%

Tell It To The Marines (M-G-M) 75.55%

The Iron Horse (Fox) 75.45 '/o

Laddie (F B O) 75.36%

It (Par) 75.27%

The Gorilla Hunt (F B O) 75.07%

Don Mike (F B O) - 73.53%

Arizona Sweepstakes (U) 73.07%

The Great K. and A. Train Robbery (Fox) ..73.07%

The Vanishing American (Par) 72.82%

The Calgary Stampede (U) 72.54%

Chip of the Flying U (U) 72.17%

The Last Trail (Fox) 72.16 %

The Winning of Barbara Worth (U. A.) 71.65%

The Magic Garden (F B O) 71.52%

Johnny Get Your Hair Cut (M-G-M) 70.96%

The Volga Boatman (PDC) 70.68%

Hills of Kentucky (W. B.) 70.50%

Slide, Kelly, Slide (M-G-M) 70.44%

Flesh and the Devil (M-G-M) 70.11%

Tarzan and the Golden Lion (F B O) 69.72%

The Sea Beast (W. B.) 69.30%

The Tough Guy (FBO) . 69.18%

The Bat (U. A.) 69.15%

Let’s Get Married (Par) 69.07%

The Gentle Cyclone (U) 68.81%

Ella Cinders (F. N.) 68.46%

The Quarterback (Par) 68.32%

The Son of the Sheik (U. A.) 68.09%

Senor Daredevil (F. N.) 67.58%

The Scarlet West (F. N.) 67.40%

Mr. Wu (M-G-M) 67.23%

The Unknown Cavalier (F. N.) 67.00%

Three Bad Men (Fox) 67.00%

Man of the Forest (Par) 66.96%

The Black Pirate (U. A.) 66.85%

The Last Frontier (P D C) 66 78%

The Campus Flirt (Par) 66.75%

The Overland Stage (F. N.) 66.75%

Hands Across the Border (FBO) 66 50%

Tin Hats (M-G-M) 66.36%

The Four Horsemen (M-G-M) 66.30%

The Phantom Bullet (U) 66.23 %

The Fire Brigade (M-G-M) 66.13%

Up In Mabel’s Room (P D C) 65.94%

The Kid Brother (Par) 65.28%

We’re in the Navy Now (Par) 64.79%

The Devil Horse (P) 64.69%

Sea Horses (Par) 64 6^%

His Secretary (M-G-M) 64.50%

The Night Cry (W. B.) 64.33%

While London Sleeps (W. B.) 64.30%

Across the Pacific (W. B.) 64 07%

The Scarlet Letter (M-G-M) 64 06%

Corporal Kate (P D C) 63.83%

For Heaven’s Sake (Par) 63.45%

Orchids and Ermine (F. N.) 63 08%

The Man in the Saddle (U) 62.85%

Skinner’s Dress Suit (U) 62.84%

Little Annie Rooney (U. A.) 62.83%

Lone Hand Saunders (FBO) 62.71%

A Regular Scout (F B O) 62.57%

That’s My Baby (Par) 62.42%

Canyon of Light (Fox) 62.33%

War Paint (M-G-M) 62.30%

Brown of Harvard (M-G-M) 61.96%

The Denver Dude (U) 61.61%

The Two Gun Man (FBO) 61.17%

The Masquerade Bandit (FBO) 61.00%

The Buckaroo Kid (U) 60.94%

Behind the Front (Par) 60.89%

Sweet Daddies (F. N.) 60.55%

Tony Runs Wild (Fox) 60.53%

Tramp, Tramp, Tramp (F. N.) 60.06%

Twinkletoes (F. N.) 59.57%

The Teaser (U) 59.50%

The Waning Sex (M-G-M) 59.32%

The Understanding Heart (M-G-M) 59.19%

The Silent Rider (U) 59.00%

The Flaming Forest (M-G-M) 58.83%

Under Western Skies (U) 58.83%

His People (U) 58.71%

Clash of the Wolves (W. B.) 58.69%

Wild to Go (FBO) 58 33%

Sally, Irene and Mary (M-G-M) 58.09%

The Texas Streak (U) 57.81%

The Goose Woman (U).. 57.80%

The Cowboy Cop (FBO) 57.72%

Paradise (F. N.) 57.50%

Mantrap (Par) 57.42%

The Dark Angel (F. N.) 57.14%

Rolling Home (U) 57.05%

Winners of the Wilderness (M-G-M) 57.05%

Kid Boots (Par) 57.04%

Private Izzy Murphy (W. B.) 57.00%

The Eagle (U. A.) 56.90%

Stella Dallas (U. A.) 56.90%

The Flying Horseman (Fox) 56.85%

The Wilderness Woman (F. N.) 56.84%

The Temptress (M-G-M) 56.73%

Old Clothes (M-G-M) 56.69%

Upstage (M-G-M) 56.62%

The Flaming Frontier (U) 56.54%

Men of Steel (F. N.) 56.45%

Mike (M-G-M) - .56.45%

It Must Be Love (F. N.) 56.36%

The Red Mill (M-G-M) 56.15%

Breed of the Sea (FBO) 56.06%

Wild Justice (U. A.) 55.86%

The Rainmaker (Par) 55.72%

Forever After (F. N.) 55.68%

Forlorn River (Par) 55.55%

Desert Valley (Fox) 55.50%

Born to the West (Par) 55.45%

The Johnstown Flood (Fox) 55.03%

The Palm Beach Girl (Par) 55-08%

The Unknown Soldier (P D C) 55.00%

Stepping Along (F. N.) 54.86%

Knockout Riley (Par) 54.76%

Let It Rain (Par) 54.62%

Sally of the Sawdust (U. A.) 54.60%

Poker Faces (U) 54.50%

Stranded in Paris (Par) 54.10%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

Variety (Par) 53.63%

What Happened to Jones (U) 53.62%

The Midnight Sun (U) 53 05%

The Still Alarm (U) 52.91%

The Ice Flood (U) 52.82%

Sweet Rosie O'Grady (Col) 52.72%

The Barrier (M-G-M).. 52.68%

Miss Nobody (F. N.) .52.66%

Subway Sadie (F. N.) 52.63%

Eagle of the Sea (Par) 52.55%

The Return of Peter Grimm (Fox) 52.00%

Kosher Kitty Kelly (FBO) 51.95%

Pals in Paradise (P D C) 51.80%

Tin Gods (Par) 51.78%

The Prince of Pilsen (P D C) 51.60%

Her Big Night (U) 51.57%

Prisoners of the Storm (U) 51.45%

BOX OFFICE RECORD
and

EQUIPMENT INDEX

Out

Next

Week

The Greater Glory (F. N.) 51.36%

The Blue Eagle (Fox) 51.35%

Say it Again (Par) 51.15%

Aloma of the South Seas (Par) 51.10%

Altars of Desire (M-G-M) 51.09%

Her Father Said No (F B O) 51.09%

Tumbleweeds (U. A.) 51.07%

Spangles (U) 51.00%

Sparrows (U. A.) 50.95%

Bred in Old Kentucky (FBO) 50.90%

The Strong Man (F. N.) 50.81%

The Arizona Streak (FBO) 50.53%

The Wanderer (Par) 50.36%

Whispering Wires (Fox) 50.33%

Hogan's Alley (W. B.)._ 50.25%

Mare Nostrom (M-G-M) 50.22%

You Never Know Women (Par) 50.00%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

The Million Dollar Handicap (P D C) 49.82%

The Show Off (Par) 49.73%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

One Minute to Play (F B O) 49.26%

The Runaway Express (U) 49.11%

The Adorable Deceiver (FBO) 48.63%

Faust (M-G-M) 48.60%

Paradise For Two (Par) 48.60%

Battling Butler (M-G-M) 48.52%

Whispering Smith (PDC) 48 45%

Her Honor the Governor (FBO) 48.11%

Syncopating Sue (F. N.) 48.09%

The New Commandment (F. N.) 4808%

Desert’s Toll (M-G-M) 47.33%

Love ’Em and Leave ’Em (Par) 47.21%

Hair Trigger Baxter (F B O) 47.18%

The Waltz Dream (M-G-M) 47.15%

Wet Paint (Par) 46.81%

There You Are (M-G-M) 46.77%

Out of the West (FBO) 46.09%

Take it From Me (U) 45.86%

The Potters (Par) 45 80%

Hold That Lion (Par) 45.43%

The Border Sheriff (U) 45.00%

So’s Your Old Man (Par) 44 88%

Just Another Blonde (F. N.) 44.36%

The Marriage Clause (U) 44 33%

Wedding Bills (Par) 4.3 90%

The Blind Goddess (Par) 43.88%

The Duchess of Buffalo (F. N.) 43 75%

A Little Journey (M-G-M) 43.46%

The New Klondike (Par) 43-27%

Blarney (M-G-M) 4.3.23%

Fine Manners (Par) 43.14%

Blonde or Brunette (Par) 42.90%

Partners Again (U. A.) ....42,87%

Ladies at Play (F. N.) 42.75%

Bardelys the Magnificent (M-G-M) 42.73%

The Old Soak (U) 42.42%

La Bohme (M-G-M) 41.95%

Fig Leaves (Fox) 41.90%

Midnight Lovers (F. N.) 41.85%

The Love Thief (U) 41.72%

The Canadian (Par) 41.63%

The Wise Guy (F. N.) 41.53%

Special Delivery (Par) 41.40%

Everybody’s Acting (Par) 41.06%

Fascinating Youth (Par) 40.89%

The Cat’s Pajamas (Par) 40.83%

Miss Brewster’s Millions (Par) 40.79%

Bigger Than Barnums (FBO) 39.53%

The Ace of Cads (Par) 38.66%

Perch of the Devil (U) 37.69%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (F. N.) 36.33%

The Amateur Gentleman (F. N.) 35.50%

Steel Preferred (PDC) 34.70%

You’d be Surprised (Par) 34.50%

The Magician (M-G-M) 34.42%

The Great Gatsby (Par) 34.00%

Exit Smiling (M-G-M) 33.50%

Don Juan’s Three Nights (F. N.) 30.80%

Pals First (F. N.) .28.40%

66

EXHIBITORS HERALD

October 15, 1927

CLASSIFIED
Advertising

Five cents per word, payable in advance. Minimum charge,

$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized National Classified Advertising Medium

Help Wanted

ORGANIST — Can use at once if satisfactory;
state salary; wire conditions at my expense. Ad-
dress Leo Bertolero, care of Ford Theatre, Lead,
South Dakota.

For Sale

Airdome with lot adjoining 95x150. Great loca-
tion for Theatre Building, on State Highway
population 10,000. Address Lyric, St. Charles,
Missouri.

Business Opportunity

OPPORTUNITY — to own and operate subur-
ban theatre and become affiliated with circuit is
offered right party. Address United Theatre
Circuit, 3413 Lisbon Ave., Milwaukee, Wis.

Position Wanted

AT LIBERTY picture theatre manager. Nine
years experience. Married and sober. Write
Wm. B. Lininger, 84 Lincoln Ave., St. Albans, Vt.

MANAGER — Thearte or circuit. Six years cir-
cuit manager. Now employed but have good
reason for change. Know the theatre business.
Age 28, married. College graduate. Unquestion-
able references, character and ability. Prefer the
Middle West or West. Address Box 214, Ex-
hibitors Herald, 407 S. Dearborn St., Chicago, 111.

THEATRE MANAGER — 20 years experience,
practical knowledge of all movie work as follows,
manager equipping houses, advertising, projection
engineer, photography, Exchange manager, etc.,
am married and a protestant employed at pres-
ent. Address Box 212 Exhibitors Herald, 407 S.
Dearborn St., Chicago, 111.

Organist, experienced and reliable, available for
first class permanent proposition. Address E. H.
Gordon, 2548 Glenmawr Ave., Columbus, Ohio.

MALE ORGANIST thoroughly qualified de-
sires location in smaller community. Village or
small city preferred. Fifteen years metropolitan
experience. Address Box 215 Exhibitors Herald,
407 S. Dearborn St., Chicago, 111.

MALE ORGANIST — plenty experience. Abil-
ity; Snappy Jazz; Improvise; Classical; Excellent
library; Cue accurately; Piano for vaudeville;
Feature; Union; Married. Address Box 206, Ex-
hibitors Herald, 407 South Dearborn Street, Chi-
cago, Illinois.

COMPETENT OFFICE MANAGER, AC-
COUNTANT, SYSTEMATIZER, CORPORA-
TION CASHIER. 5 years last position. Bring-
ing order out of chaos a specialty. Will go any-
where. Married. Address Box 208, Exhibitors
Herald, 407 South Dearborn Street, Chicago Illi-
nois.

OPERATOR AND ELECTRICIAN — Ten
years’ experience. Married. Wants steady job.
Address Box 93, Cedar Falls, la.

Theatre Wanted

WANTED THEATRE— Town of 2,500 up.
Must bear closest investigation, be a paying
proposition under a good management. Will pay
cash for right kind of house priced right. Ad-
dress Wm. A. Clark, Jr., Havana, III.

Theatre For Sale

Have two theatres at present, and due to sick-
ness in family, will sell the Rex Theatre at North
Fond du Lac, Wis. Address Chas. G. Baumann,
Oshkosh, Wisconsin.

Star Theatre at Davenport, at a bargain if
taken at once, terms if necessary. Write J. W.
Thornton, Greenfield, Iowa.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R’eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.

452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

1,000 DANDY UPHOLSTERED chairs twenty
inches wide and for regulation sloping floor. These
chairs are from one of Chicago’s finest theatres
and we will guarantee every chair to be in per-
fect condition before leaving Chicago. Write for
exact photograph and exceptional low price. Ad-
dress C. G. Demel, 845 South State Street, Chi-
cago, 111.

SPECIAL: 650 Upholstered leather chairs,

taken out from one of Chicago’s finest legitimate
theatres that has been dismantled. These chairs
are a combination dark red mohair, upholstered,
panelled back with newly upholstered red imi-
tation Spanish leather seat to match. The seats
are one of the highest spring constructed chairs
that is made by the Andrew Chair Company, at
very low prices. Address Illinois Theatre Equip-
ment Co., 12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

We will buy two Powers 6B used machines in
fair condition, less lamp and with A.C. Motors
if priced right. What have you? Give com-
plete details on machines, condition, mechanism
number. Rialto Theatre Supply Co., Minneapolis,
Minn.

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

October 15, 1927

EXHIBITORS

HERALD

67

“What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors * reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

FBO

THE MAGIC GARDEN: Special cast— 75%.
September 29-30. Our patrons seemed to think
this one the best of the Gene Stratton Porter pic-
tures so far. The garden scenes were beautiful
and everyone commented on how closely the pic-
ture followed the book. Seven reels. — R. E.
Menefee, Palace theatre, Hoxie, Kan. — Small town
patronage.

HANDS ACROSS THE BORDER: Fred Thom-
son— 71%. The beautiful white horse, Silver King,
and Fred Thomson deliver the goods. We played
this with “Collegians” two nights and did well.
Fred’s plays are clean and hence draw, but we
wonder if Paramount will let Fred keep ’em clean.
We hold our breath. — Philip Rand, Rex theatre,
Salmon, Idaho. — General patronage.

THE LAST TRAIL: Tom Mix— 65%. August
26. Tom was certainly there in this one. It has
action from start to finish and also has some good
scenery. This type of picture is surely the kind
for a small town. Six reels. — R. E. Menefee,
Palace theatre, Hoxie, Kan. — Small town patron-
age.

THE TOUGH GUY: Special cast— 20%. Sep-
tember 24. An extra fine picture. But it rained a
deluge and I lost money. Six reels. — V. E. Cham-
berlin, Chamberlin theatre, Elkhorn, Neb. — Small
town patronage.

BIGGER THAN BARNUM’S: Viola Dana— 20%.
September 10. Not much. Seven reels. — V. E.
Chamberlin, Chamberlin, theatre, Elkhorn, Neb. —
Small town patronage.

LADDIE: Special cast — 20%. September 14-15.
I couldn’t get them out to see this. I couldn’t
see it myself, either. — Roy W. Adams, Pastime
theatre, Mason, Mich. — General .patronage.

DON MIKE : Fred Thomson — September 17. A
very good Thomson picture. Pleased them all.
Six reels. — Z. E. Gooding, Palace theatre, Grand
Ledge, Mich. — General patronage.

DON MIKE: Fred Thomson — Just an ordinary
Western. Attendance very poor for a Saturday
show. Not up to the Thomson standard of West-
ern pictures. Pleased fairly well. Six reels. —
Marion Bodwell, Paramount theatre, Wyoming,
111.— General patronage.

DON MIKE: Fred Thomson — September 18-19.
This picture is O. K., but I’d rather see Thomson
in straight American pictures. This Mexican bunk
doesn’t interest the American public a great deal.
Print in good condition. Six reels. — P. G. Held,
Strand theatre, Griswold, la. — Small town patron-
age.

DON MIKE: Fred Thomson — September 29-30.
Probably not Fred’s best, but pleased the majority.
These early California pictures are never what
you would call a heluva wow. Six reels. — William
E. Tragsdorf, Trags theatre, Neillsville, W i s . —
Small town patronage.

THE OUTLAW DOG: Ranger — September 24.
A very good dog picture, but not the best. Five
reels. — Z. E. Gooding, Palace theatre. Grand
Ledge, Mich. — General patronage.

KOSHER CLANCY’S WEDDING: George Sid-
ney— September 18. Gosh 1 These Irish-Jewish
pictures sure can make people like the movies.
This one is a humdinger. Six reels. — Mrs. Richard
A. Preuss, Arvada theatre, Arvada, Col. — Small
town patronage.

THE GINGHAM GIRL: Lois Wilson — Co-starred
with George K. Arthur. Don’t see how he ever
got into the movies. This is a good picture if

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 65.

you can stand to watch some one act you can’t go.
This Arthur guy don’t appeal at all to our pa-
trons. Too insipid, I gues6. Good service from
exchange. Seven reels. — Mrs. Richard A. Preus6,
Arvada theatre, Arvada, Col. — Small town patron-
age.

ARIZONA NIGHTS: Fred Thomson — This is a
little different in the line of Westerns and pleased
our audience. Drew a little extra business the
second night. — R. K. Lattin, Strand theatre, Val-
paraiso, Neb. — General patronage.

BULLDOG PLUCK: Bob Custer — September 3.
A good Western picture that pleased. Five reels.
— Z. E. Gooding, Palace theatre, Grand Ledge,
Mich. — General patronage.

HOMESTRUCK: Viola Dana— October 2. A

good little program. Viola is a cute kid and our
patrons like her. She does some good acting in
this one. Six reels. — John Steichen, Aurora the-
atre, White Lake, S. D. — Small town patronage.

THE COWARD: Warner Baxter — September
24. Played “The Coward” and “Sky High Saun-
ders” and did a good one night business. Both
pictures pleased. Six reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small town
patronage.

THE SONORA KID: Tom Tyler — September
26-27. I consider this one a fair program pic-
ture. It has not enough action for a Western.
Print good. Five reels. — P. G. Held, Strand
theatre, Griswold, la. — Small town patronage.

MOULDERS OF MEN : Special cast — A very
good picture. Little Frankie gives a very tender

appeal in this one and is a darned good little
actor. Eight reels. — John Steicher, Aurora the-
atre, White Lake, S. D. — Small town patronage.

THE GORILLA HUNT: Special cast — Septem-
ber 13-14. One of the best pictures of its kind I
have played, but it fell at the box office. The
ladies didn’t care for it. Print good. Five reels.
- — P. G. Held, Strand theatre, Griswold, la. — Small
town patronage.

CACTUS TRAILS: Bob Custer — Just an ordi-
nary Western. Five reels. — Marion Bodwell, Para-
mount theatre, Wyoming, 111. — General patronage.

A REGULAR SCOUT : Fred Thomson — A good
enough program picture, but you naturally expect
a little more from Thomson. — Marion Bodwell,
Paramount theatre, Wyoming, 111. — General pa-
tronage.

BRED IN OLD KENTUCKY: Viola Dana— A
real good picture with plenty of action that
pleased my Saturday night crowd. Harvey Webb,
Harmonie theatre, New Harmony, Ind. — General
patronage.

KOSHER KITTY KELLY: Viola Dana — August
6. Just fair. Doesn’t compare with “The Cohens
and Kellys” as the salesman would have you think.
Six reels. — John Steichen, Aurora theatre, White
Lake, S. D. — Small town patronage.

First National

VENICE OF VENICE: Constance Talmadg^
94%. October 23. A good Sunday picture. A
little above the average program picture. Every-
one will like it. — Carlos F. Halscher, Indiana
theatre, Washington, Ind. — General patronage.

IT MUST BE LOVE: Colleen Moore — 90%.
Extra good program picture. Colleen has always
been good house filler for us. — W. S. Whitfield,
Crystal theatre, Peru, Neb. — General patronage.

THE SEA TIGER: Milton Sills— 80%. Old.
good picture.— F. H. Sumner, Paramount theatre,
Kokomo, Ind. — General patronage.

CAMILLE: Norma Talmadge — 75%. Excellent
picture, but failed at the box office. Did not
gross enough to pay rental. — H. V. Smoots, Vine
theatre. Mount Vernon, O. — General patronage.

SEA TIGER: Milton Sills — 75%. October 28.
Good acting by Sills, but rather rough. Six reels.
— Hunstad & Becker, Princess theatre, Gutten-
berg, la. — General patronage.

WINDS OF CHANCE: Special cast— 75%. This
is an extra good picture well played. — W. S. Whit-
field, Crystal theatre, Peru, Neb. — General patron-
age.

THE OVERLAND STAGE: Ken Maynard—
70%. Very good type of Western picture. Not
the knoekdown-and-drag-’em-out kind. Theme of
picture based on history of pioneer days in the
black hills. Seven reels. — Wendeal Boughn, Sun
theatre, Walthill, Neb. — General patronage.

McFADDEN’S FLATS: Special cast — 70%. Sep-
tember 25-26. A very good comedy, well received
by patrons. — Carlos F. Halscher, Indiana theatre,
Washington, Ind. — General patronage.

FRAMED: Milton Sills — 65%. September 25-
26. Fair program picture. Not up to Sills’ stand-
ard. Did fair business for rainy, cold weather.
Sills does fine acting, but story is very weak.
Special, no. Sunday, no. Print, good. Clear
photography, good. Six reels. — G. E. Shilkett,
Rex theatre, Joplin, Mo. — General patronage.

THE UNKNOWN CAVALIER: Special cast—
58%. One of the best Westerns we have had the

68

EXHIBITORS HERALD

October 15, 1927

pleasure of showing. — Co [fee & Ellis, American
theatre, Perryton, Tex.— General patronage.

SEE YOU IN JAIL: Jack Mulhall— 55%. Sep-
tember 11-12. Contains several good laughs and
is fairly entertaining, but rates only as an ordi-
nary program picture of the comedy type. How-
ever, I bought it as such, and made a good profit,
so I have no kick coming. Seven reels. — R.
Pfeiffer, Princess theatre, Chilton, WSs. — Small
town patronage.

SOMEWHERE IN SONORA: Ken Maynard—
47%. September 27. Just a Western, with May-
nard and Tarzan doing their stuff in fine style. —
Roy W. Adams, Pastime theatre. Mason, Mich. —
General patronage.

BABE COMES HOME: Babe Ruth— 47%. Sep-
tember 17. Very good, and Babe does a real good
job of acting. Was agreeably surprised. Ex-
treme hot weather hurt attendance. Louise Fa-
zenda is a dandy comedy star, and keeps things
moving. Six reels.. — G. S. Kenny, Community
House, Greenwood, Ind.- — General patronage.

SUBWAY SADIE : Special cast — 47%. Septem-
ber 20. Clever little comedy drama, well played,
well received. Seven reels. — G. S. Kenny, Com-
munity House, Greenwood, Ind. — General patron-
age.

BROADWAY NIGHTS: Lois Wilson— 46%.

September 26-27. A good program picture, but
will not appeal to many. Had a few good com-
ments on it. The ups and downs of a pair of
troupers portrayed in an interesting way. Sam
Hardy, a good actor. Lois Wilson also very good.
Seven reels.— R. Pfeiffer, Princess theatre, Chil-
ton, Wis. — Small town patronage.

ORCHIDS AND ERMINE: Colleen Moore—
40%. September 25-26. Of course, it’s good. Just
consider who made it and who’s in it. When we
have a Moore night, we have more patronage.
Ride it heavy, boys, and how about a photo for
our lobby, Colleen. — Frank Nicosia, Chili theatre,
Rochester, N. Y.- — General patronage.

has done better or been given better plays. Six
reels. — G. S. Kenny, Community House, Green-
wood, Ind. — General patronage.

FOR THE LOVE OF MIKE: Ben Lyons— 30%.
September 5. Very good picture of college life.
Six reels. — W. G. Wright, Colonial theatre, Troy,
Mo. — General patronage.

HIGH HAT: Special cast — 15%. September
28-29. Very poor picture from First National.
Seven reels. — W. J. Shoup, DeLuxe theatre, Spear-
ville, Kan. — Small town patronage.

CAMILLE : Norma Talmadge — Norma Tal-

madge, if I may say so, never looked more won-
derful than she does in this piece. But don’t be
mislead as to the value of this picture from box
office standpoint. If you are showing to small
town patrons, remember you do not have enough
of a class to make this picture pay at a big ren-
tal. A wonderful picture, but few followers for
this class of picture. Nine reels.— W. H. Brenner,
Cozy theatre, Winchester, Ind.— General patronage.

THE DROP KICK: Richard Barthelmess —
September 23-24. A seasonable picture and very
good. — Ivy D. Arnold, Cresco theatre, Cresco, la. —
General patronage.

BABE COMES HOME: George Herman Ruth —
September 21-22. A very good comedy to good
business and good comments. — Ivy D. Arnold,
Cresco theatre, Cresco, la. — General patronage.

NAUGHTY, BUT NICE: Colleen Moore— In
this picture Colleen surely proved to our patrons
that she is a real actress. Many said that it was
her best picture up to date. A clever little star in
a very clever little picture. Should please in
every community. — Marion Bodwell, Paramount
theatre, Wyoming, 111. — General patronage.

WHITE PANTS WILLIE: Johnny Hines —
September 25. The best picture Johnny ever made.
You won’t go wrong with this one. — Russell
Armen trout, K. P. theatre, Pittsfield, 111. — General
patronage.

THE POOR NUT: Special cast— 37%. Sep-
tember 15. Fair picture of college life, showing
Mulhall as the Poor Boob suffering from an in-
feriority" complex, but as usual he gets straight-
ened out at the last, and brings glory and fame
to his school, and gets the girl he wanted. Six
reels. — W. G. Wright, Colonial theatre, Troy, Mo.
— General patronage.

ALL ABOARD: Johnny Hines — 34%. Sep-
tember 27. Not very much to this one. Hines

HENNEGAN

PROGRAM

COVERS

The HENNEGAN Co.
Cincinnati, Ohio

THE TENDER HOUR: Special cast — You can’t
go wrong on this one, as it has everything that a
moving picture should have. A great big pro-
duction with better stars than the usual picture,
and plenty of story to carry you through. Hear
me rave. Billie Dove is there in every way and
should prove to be an outstanding actress. Ben
Lyon does his usual fine performance, and, say,
Montague Love makes a name for himself that
will be hard for anybody to beat. A good picture
and a good box office attraction. What more can
you expect. Eight reels. — W. H. Brenner, Cozy
theatre, Winchester, Ind. — General patronage.

VENUS OF VENICE: Constance Talmadge —
September 30-October 1. Fair picture, but failed
to click at the B. O. Seven reels. — Ivy D. Arnold,
Cresco theatre, Cresco, la. — General patronage.

THE LAND BEYOND THE LAW: Ken May-
nard— September 25-26. This is O. K. The cattle
scenes are wonderful. Give us more pictures on
this order. This is fine for Sunday. Print O. K.
Seven reels. — P. G. Held, Strand theatre, Gris-
wold, la. — Small town patronage.

ALL ABOARD: Johnny Hines — September 11-
12. A very good comedy. I can’t see why that
bathtub scene was needed, but it seems some di-
rector thinks a picture is no good unless it has a
little smut in it. Print good. Seven reels. — P. G.
Held, Strand theatre, Griswold, la. — Small town
patronage.

A PERFECT SAP: Ben Lyon — October 2-3. A
good comedy ; something different from the usual
run of pictures. Print good. Seven reels. — P. G.
Held, Strand theatre, Griswold, la. — Small town
patronage.

WINDS OF CHANCE: Special cast — If you are
looking for something different and something
that will appeal to everyone, grab on to this one
and you will get results. Not a big crowd, but
pleased majority. Ten reels. — Marion Bodwell,
Paramount theatre, Wyoming, 111. — General pa-
tronage.

THE DEVIL’S SADDLE: Ken Maynard— Very
good Western melodrama. You could not ask for
a better star than Ken Maynard. He can outride
them all. In time Maynard should be as big a
drawing card as any Western star on the market.
Six reels. — Marion Bodwell, Paramount theatre,
Wyoming, 111. — General patronage.

CONVOY: Dorothy Mackaill — September 27-28.
Better than we expected from some of the reports
we read. — Z. E. Gooding, Palace theatre. Grand
Ledge, Mich. — General patronage.

THE POOR NUT: Jack Mulhall — A good pro-
gram picture. But First National is all wet to
even consider this as a special production. It’s
not there for an additional increase in money.—
Russell Armentrout, K. P. theatre, Pittsfield, 111. —
General patronage.

THE PRINCE OF HEAD WAITERS: Lewis
Stone — September 21. First Natinal never made a
better picture. Lewis Stone never appeared in a
better picture. This theatre has never shown a
better picture. — Russell Armentrout, K. P. theatre,
Pittsfield, 111. — General patronage.

BROADWAY NIGHTS: Special cast— Septem-
ber 27. A rather slow moving picture of show
life that is not very convincing. We didn’t get
any comments or business, so draw your own con-
clusion. Seven reels. — John L. Damm, Strand
theatre, Wadsworth, O. — General patronage.

STEPPING ALONG: Johnny Hines — Septem-
ber 27-28. As a whole, pretty good. Very good in
spots. Would have been improved 100 per cent if
they had put it in five reels instead of dragging
it into seven. Seven reels. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pa-
tronage.

Fox

THE MUSIC MASTER: Special cash— 80%.
September 18. Different from the usual run of
pictures we have been playing Sundays. A good
story, which will appeal to the older people. Won-
derful acting by a competent cast. Seven reels. —
R. Pfeiffer, Princess theatre, Chilton, Wis. — Gen-
eral patronage.

THE FLYING HORSEMAN: Buck Jones— 63%.
September 16-17. A good Western picture. — Roy
W. Adams, Pastime theatre, Mason, Mich. — Gen-
eral patronage.

WINGS OF THE STORM: Thunder— 60%. Very
good. Beautiful scenery. Thrills especially suit-
able to all dog lovers. — F. H. Sumner, Paramount
theatre, Kokomo, Ind. — General patronage.

WHISPERING SAGE: Buck Jones— 59%. Sep-
tember 26. Good program Western of Spanish-
Mexican type. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

LOVE MAKES ’EM WILD: Special cast— 50%.
Very good comedy. Mary Brian can certainly do
her stuff, and when it comes to youth, leave it
to Fox. Book it and laugh your troubles off.—
Frank Nicosia, Chili theatre, Rochester, N. Y. —
General patronage.

THE IRON HORSE: Special cast— 50%. Sep-
tember 14. This is a good picture. It will back
up all that has been said about it being good.
Eight reels. — Horace Emmick, O. K. theatre,
Lewieport, Ky. — Small town patronage.

THE MUSIC MASTER: Alec B. Francis— 40%.
No drawing power. Pleased old folks. — F. H.
Sumner, Paramount theatre, Kokomo, Ind. — Gen-
eral patronage.

WHISPERING WIRES: Special cast— 37%.
September 13. A rip-snorting mystery melodrama
that had the crowd crazy. — Roy W. Adams, Pas-
time theatre. Mason, Mich. — General patronage.

ANKLES PREFERRED: Madge Bellamy— 35%.
Only fair program picture for us, despite the fact
that Roxy hung up records on it. We wonder
what percentage of Roxy patrons really knew
what picture was playing. — F. H. Sumner, Para-
mount theatre, Kokomo, Ind. — General patronage.

OUTLAWS OF RED RIVER: Tom Mix— 35%.
September 9-10. Another good Mix picture to very
good business for two nights. Six reels. — R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

THE JOY GIRL: Olive Borden— 26%. Sep-
tember 13. Just fair program — no more. — Carlos
F. Halscher, Indiana theatre. Washington, Ind. —
General patronage.

IS ZAT SO: George O'Brien — 25%. September
3. A good picture, but weather too warm. Six
reels. — V. E. Chamberlin, Chamberlin theatre,
Elkhorn, Neb. — Small town patronage.

THE SECRET STUDIO: Special cast— 15%.
September 23. A program picture. Pleased about
60 per cent,. — Bert Silver, Silver Family theatre,
Greenville, Mich.— General patronage.

DESERT’S PRICE: Buck Jones — September 24.
One of Buck’s good ones. The exteriors were very

October 15, 1927

EXHIBITORS HERALD

69

J. C. Jenkins — His Colyum

NELIGH, NEB., September 30, 1927.

DEAR HERALD:

You remember liow you used to feel when you and Maw and Paw drove out to
Grandma’s to spend Thanksgiving and Grandma was frying doughnuts and you could
smell the pumpkin pies baking in the oven and there were a lot of nice, red apples
on the sideboard and a big turkey, nicely roasted, on the table ready to be carved
and you knew you wouldn’t have to wait and eat at the second table? Well, that’s
just the way I felt last Wednesday noon when the Rabbi stepped on Patsy Ruth’s
brake in front of Walt Bradley’s home.

Gosh, but it’s good to set your feet on a little level ground and you don’t have
to hang onto something to keep from falling a coupla thousand feet into a canyon
and kocking the limbs off a lota pine trees and otherwise mussing up a lot of
scenery.

Talk about “speed,” there are a lot of cops out in Idaho and Wyoming who
would like our permanent address. When we struck the gravel highway out of
Boise, Frank put both of his Number Fourteens down on the gas and the towns
we went through were but a blur. We couldn’t tell a court house from a chicken
house. The U. P. Fast Mail looked like it was standing still, and the East bound
Air Mail Plane had to change its course to keep out of our dust.

Did you ever try to argue with an Irishman? Well, don’t do it, it’s no use. I
tried to reason with him, I tried to convince him that 90 miles an hour was not
permissable under the laws of Idaho and Wyoming, and I called his attention to
the speed limit of the towns through which we passed but he only replied, “That’s
all the most of these towns have is a speed limit,” and then he would kick the
accelerator all the harder. I told him he ought to be ashamed of himself for
talking about Idaho and Wyoming’s towns like that but he said he wanted to get
into a country where the filling stations held up banks instead of tourists.

We hear a lot about the fruit in California and Oregon but if those fruit growers
want to see what orchards look like they should visit the Boise and Payette valleys.
The trees in these orchards are loaded to the ground with all kinds of fruit and
thousands of cars of apples and other varieties of fruit are shipped out of these
valleys every day. Maybe “thousands” is a little strong but there are a lot of them
and a few ciphers don’t mean anything when one is trying to tell a good story
(I get this idea from some of the Movie Star’s Press Agents), so if you think
“thousands” is a little too strong you can reduce the amount to suit yourself. Frank
told one fellow that they shipped more than a million each day, and I kicked
him on the shins and told him he’d better let me do the talking, and he shut up.

Twin Falls, Idaho, is a right smart town and is located in the center of what
is said to be the largest irrigated district in the United States. Mr. A. R. Anderson,
who operates the Orpheum theatre at that place, said that the district comprises
300,000 acres, all of which is under the ditch and producing abundant crops of
wheat, oats, barley, beans and fruit, together with a tremendous acreage of sugar
beets. We were told that 60 bushels of wheat to the acre was a common thing;
in fact, farmers expect that heavy a yield every year. I heard Frank tell one
fellow that they harvested 125 bushels to the acre as a rule but that some seasons
it yielded much higher. That’s why I say you can’t argue with an Irishman, he
has no conception of the value of ciphers whatever. I wasn’t near enough to kick
him so had to let him run wild.

Frank drives ditches just like he does highways. We met one fellow who didn’t
give an inch of the road and when we turned out to pass him, going 30 miles an
hour, Frank felt the wheels skid when we struck the soft dirt dt the edge of a
seven foot ditch, so he headed Patsy right into the ditch and stepped on the gas
and shot her up the ditch for about five rods and then up the bank onto the road.
I asked him why not drive the highway and he said he figured it was better to
take the ditch than kill that road hog and his family, which he surely would have
done had he not taken the ditch, then he added, “I’d like to go to the legislature
for one term. I’d introduce a bill making a bounty of $1,000 a head on road
hogs and declare a continuous open season,” and I said, “Amen, this is the second

( Continued on following page )

clear. The interiors must have been taken during
the dark of the moon without studio lights. That
ought to be one way to save on the overhead. Six
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

WAR HORSE: Buck Jones — September 17. A
good one. Went good, pleased all. Buck is a good
one for us. Six reels. — H. P. Smiley, Royal
theatre, Brookfield, Mo. — General patronage.

WHISPERING SAGE: Buck Jones— Very good
Western. Business up to standard with Buck
Jones. Six reels. — Marion Bodwell, Paramount
theatre, Wyoming, 111. — General patronage.

THE COUNTRY BEYOND: Olive Borden— An
extra good program picture. Could easily be used
for Sunday. — Harvey Webb, Harmonie theatre.
New Harmony, Ind. — General patronage.

THE COUNTRY BEYOND: Olive Borden— A
dandy Curwood picture of the far North. Some
dandy acting. I like Olive Borden and my patrons
seem to also. Eight reels. — John Steichen, Aurora
theatre. White Lake, S. D. — Small town patronage.

THE JOY GIRL: Olive Borden — September 29-
30. Would rate this as only a fair program pic-
ture. A special ? ’Ell no. Seven reels. — Russell
Armentrout, K. P. theatre, Pittsfield, 111.— General
patronage.

THE MIDNIGHT KISS: Janet Gaynor— A lit-
tle silly, but our patrons seemed to like it, so why
kick. Taken from the stage play, “Pigs.” Seven
reels. — John Steicher, Aurora theatre. White Lake,
S. D. — Small town patronage.

OUTLAWS OF RED RIVER: Tom Mix— Big-
gest Saturday crowd for several weeks. Mix very
good in this one. Much better than the average
Western. Six reels. — Marion Bodwell, Paramount
theatre, Wyoming, 111. — General patronage.

Metro-Goldwyn-Mayer

FRONTIERSMAN: Tim McCoy— 90%. Good

program. Passed on as good by 90%. — W. S.
Whitfield, Crystal theatre, Peru, Neb. — General
patronage.

WINNERS OF THE WILDERNESS: Tim Mc-
Coy— 75%. September 2. Real good action pic-
ture with Tim McCoy at his best. Print in fine
shape. Wonderful photography. Special, yes.
Sunday. No. Seven reels. — G. E. Shilkett, Rex
theatre, Joplin, Mo. — General patronage.

LOVE’S BLINDNESS: Pauline Starke — 70%.
September 16. One of Elinor Glyn’s specials. A
dandy picture and drew well. Pauline Starke
always gets the lady customers. Antonio Moreno
also does some fine acting in this picture. Spe-
cial, yes. Sunday, no. Print good. Photography
good. Seven reels. — G. E. Shilkett, Rex theatre,
Joplin, Mo. — General patronage.

WOMEN LOVE DIAMONDS: Pauline Starke
— 65%. September 23. A very good picture, but
failed to draw on account of bad weather more
than anything. Our patrons went away well
pleased. M-G-M pictures are very good so far.
Special, yes. Sunday, yes. Print good. Good
photography. Seven reels. — G. E. Shilkett, Rex
theatre, Joplin, Mo. — General patronage.

THE SCARLET LETTER: Lillian Gish— 62%.
September 18-19. I wish Uncle Nat Hawthorne
could have lived to see this. They have changed
some of the details of his story, but have ad-
mirably preserved the spirit of it. This is the
first role I ever liked Lillian Gish in, and she was
perfect in this. — Roy W. Adams, Pastime theatre.
Mason, Mich. — General patronage.

MOCKERY : Lon Chaney — 60%. Good program
stuff, but seems weak on account of the big pic-
tures we have seen him in. — W. S. Whitfield,
Crystal theatre, Peru, Neb. — General patronage.

THE SCARLET LETTER: Special cast— 60%.
September 24. Nathaniel Hawthorne’s great story
brought to the screen in splendid play. The work
of Miss Gish and Mr. Hansen perfect. Karl Dane
provides the comedy touch. Many compliments.
Nine reels. — G. S. Kenny, Community House,
Greenwood, Ind. — General patronage.

MR. WU : Lon Chaney — 52%. September 21-22.
Lon Chaney did not amount to much in this pic-
ture in the opinion of my patrons. A number of
“seldom comes” came out to see this one. It was
the two girls in Chinese costumes and the beauti-
ful settings that put the picture over as far as it
went. Eight reels. — O. A. Halstead, Cozy theatre,
Duchesne, Utah. — General patronage.

THE SHOW : John Gilbert — 50%. Below the
average Gilbert. Had several patrons ask the
name of the poisonous reptile but was unable to
tell them. — F. H. Sumner, Paramount theatre,
Kokomo, Ind. — General patronage.

ALTARS OF DESIRE: Special cast— 42%. A
nice program picture, and will please any audi-

ence.— Coffee & Ellis, American theatre. Perry-
ton, Tex. — General patronage.

ROOKIES: Special cast — 40%. September

25-26. The best comedy for a long time. One big
laugh from beginning to end. My percentage was
low on account of bad weather. Seven reels. — -
O. A. Halstead, Cozy theatre, Duchesne, Utah. — -
General patronage.

VALENCIA: Mae Murray — 30%. September

7-8. Only an ordinary program picture. Drew
good business first night but poor the second.
Six reels. — R. Pfeiffer, Princes theatre, Chilton,
Wis. — Small town patronage.

MOCKERY : Lon Chaney — 29%. September
24-25. A fairly good picture but not as good as
people expect of Lon Chaney. A picture of the
Russian revolution which will not appeal to many
in the small towns. Drew pretty good business.
Seven reels. — R'. Pfeiffer, Princess theatre, Chil-
ton, Wis. — General patronage.

THE SCARLET LETTER: Lillian Gish— 2«%.
September 13-14-15. A very good picture. Good
direction, cast and acting. Did not do the busi-
ness I expected. — R. Pfeiffer, Princes theatre,
Chilton, Wis. — General patronage.

THE FRONTIERSMAN: Tim McCoy— 26%.
September 30. A good historical picture. Even
M-G-M can’t keep McCoy from making good ones.
■ — Carlos F. Halscher, Indiana theatre, Washing-
ton, Ind. — General patronage.

CALIFORNIA: Tim McCoy — 22%. September
21. An historical Western again that flopped at
box office. Six reels. — Mrs. Richard A. Preuss,
Arvada theatre, Arvada, Col. — Small town pat-
ronage.

CAPTAIN SALVATION: Special cast>-15%.
September 19-20. Kind of gruesome but seemed to
please majority and drew fairly well for a Mon-
day and Tuesday. Seven reels. — R. Pfeiffer,
Princess theatre, Chilton, Wis. — General patron-
age.

BEN HUR: Special cast — Say Boy, this is the
most wonderful picture in my estimation ever
produced. If you can’t make some money on this
one you had better close your play house. — W. S.
Whitfield, Crystal theatre, Peru, Neb. — General
patronage.

THE BIG PARADE: John Gilbert — One of the
big pictures and an extra good one. It cost you
most of your box office receipts to play it, but

70

EXHIBITORS HERALD

October 15, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page)

subject on which you and I agree.” The other point on which we were agreed
was when, after driving mud for about 10 miles we struck a stretch of nice
gravel road and Frank said. “There, this is more like it,” and I replied, “You
are correct for once in your life,” and he looked around at me and said, “Thanks,
I expected you to say that you was sorry that that mud didn’t continue.”

The Herald Fills a Want None Others Do

Last night Walt Bradley played “Bitter Apples” with Monte Blue and somebody
else who undoubtedly did a wise thing when she assumed a screen name. Had this
picture been titled “Rotten Lemons” one could have appreciated the wisdom of the
party who wrote the title. Monte had my sympathy. They always do where their
ability is wasted on such as this one, and after I went to bed I had the night-
mare and dreamed that those orchards at Payette were loaded down with green
persimmons and cockleburs, and I awoke with a heavy, dark fog in my mouth
and Bradley didn't have a thing in the house but a bottle of Sloan's Horse Liniment.

“Bitter Apples” may suit you city folks, but it sure don’t step fast enough for
us country people.

The Herald Fills a Want None Others Do

I expected to find a letter waiting me from “Fishy” Phil when I arrived home, but
was disappointed. Phil was under the weather when we left Salmon and we are
both mighty anxious to know how he is doing.

He promised us faithfully upon the honor of a man — and a statesman — that should
our old friend A. J. Longaker at Alexandria, Minn., get that fishing trip and golf
tournament framed up for next summer he would surely be there, and this is to
call A. J.’s attention to the matter so he can get busy, for if it is generally known
that Phil will be there it will require every available building in that city to
accommodate the throngs that will be in attendance.

The Herald Fills a Want None Others Do

If there is anything I love better than Salmon river scenery, it is a football game,
and the Neligh high takes on the high school squad from Leigh this afternoon;
therefore, it’s me for the grid and this will have to wait until the whistle blows
at the end of the game.

Wish I had stayed at home. There was nothing to it, the way Neligh walked
through ’em was painful. It was too much like the Tunney-Dempsey fight, too
one-sided.

The Herald Fills a Want None Others Do

The Rabbi was over this afternoon while I was writing this letter and after
reading it he said he owed me $50 and I asked how that was and he said, “Well,
you remember when we started for ‘Fishy’ Phil’s I told you I would give you
$50 for every time you told the truth about the trip, and I find that you told the
truth in this letter when you said it was no use for you to argue with the Irish.”

“Well,” I replied, “you can keep that 50, I’ll change that statement. I’d rather do it
than agree with you.”

The Herald Fills a Want None Others Do

Without something intervening to prevent, I will start for Indiana Monday
morning and I hope to find those Hoosier boys in the right frame of mind. The
broadcaster at Des Moines says “mud, use chains” in most of his announcements
of road conditions through Iowa. Sounds good doesn’t it?

The Herald Fills a Want None Others Do

The family arrived at Tucson, Ariz., all right and Geneve is taking sun baths
and trying to put on an Aztec complexion, and from their description of the coun-
try and climate it is no wonder that Giacoma Brothers stick to Tombstone and
operate the Crystal theatre. Arizona must be some country, barring rattle snakes,
centipeds and tarantulas, but then Nebraska has some drawbacks herself, but I
can’t think just now what they are.

Uncle ’Leazer Biggs says, “Accordin’ to the Hollywood papers it seems that the
License Bureaus and Divorce Courts are runnin’ about neck and neck, which proves
that business is good out there.”

J. C. JENKINS,

The HERALD Man.

you can’t afford to miss it. — W. S. Whitfield.
Crystal theatre. Peru, Neb. — General patronage.

THE BIG PARADE: John Gilbert — September
12-16. You all know the picture and what it will
do, so if you haven’t played it yet arrange for
special music and score as it is big help. Thir-
teen reels. — John L. Damm, Strand theatre,
Wadsworth, O. — General patronage.

ADAM AND EVIL: Special cast — September
27. This is one of the best comedies we have
ever run. Book it and tell your patrons a good
one is coming. Seven reels. — Ivy D. Arnold,
Cresco theatre, Cresco, la. — General patronage.

AFTER MIDNIGHT: Norma Shearer — Septem-
ber 28-29. A fair program offering. Seven reels.
— Ivy D. Arnold, Cresco theatre, Cresco, la. —
General patronage.

ANNIE LAURIE: Special cast — October 2-3. An
excellent historical drama. Plenty of action and
no draggy moments for a picture as long as this

one. Business good and comments good. Nine
reels. — Ivy D. Arnold, Cresco theatre, Cresco, la.
• — General patronage.

THE FRONTIERSMAN: Tim McCoy— Septem-
ber 9-10. A pretty good picture. Not quite up
to McCoy’s standard. Not much of a drawing
card. A little too many war scenes in it. Print
good. Six reels. — P. G. Held. Strand theatre,
Griswold, la. — Small town patronage.

MR. WU : Lon Chaney — September 1. This is
pretty good and will please those who like Chaney.
It is only a program picture. Eight reels. — P. G.
Held, Strand theatre, Griswold, la. — Small town
patronage.

ALTARS OF DESIRE: Mae Murray — Not so
good. Six reels. — Z. E. Gooding, Palace theatre,
Grand Ledge, Mich. — General patronage.

ALTARS OF DESIRE: Mae Murray— After
reading the bad reports on this picture was al-
most afraid to show it. But to my surprise it

pleased very well. Crowd very poor and did not
gross film rental. Seven reels. — Marion Bodwell,
Paramount theatre, Wyoming. 111. — General pat-
ronage.

UPSTAGE: Norma Shearer — September 4-5.

Not as good as “The Waning Sex” but went over
very good. — Z. E. Gooding, Palace theatre, Grand
Ledge, Mich. — General patronage.

EXIT SMILING: Special cast — September 20-
21. Nothing to go wild about, but got by. — Z. E.
Gooding, Palace theatre, Grand Ledge, Mich. —
General patronage.

MOCKERY : Lon Chaney — September 25-26.

This failed to draw and is not of the type that
does draw for us. — Ivy D. Arnold, Cresco theatre,
Cresco, la. — General patronage.

Paramount

BARBED WIRE: Pola Negri— 95%. October 1.
Absolutely the best thing Pola has ever brought
to the screen. A tense, breath taking drama of
the world war, from a somewthat different angle.
It gets under your skin, and the first thing you
know you’re full of something, and that some-
thing is emotion. Great stuff, and a big time
picture. Eight reels. — E. M. Biddle, Strand the-
atre, Paoli, Ind. — Small town patronage.

DRUMS OF THE DESERT : Warner Baxter — -
95%. October 1. Here is a dandy Zane Grey
Western. Packed them in on Saturday night.
Every person in the east was fine, and the comedy
relief furnished by Ford Sterling and Heinie Conk-
lin was a riot. Also ran “Barbed Wire” with this
as a double program, and added a news reel and
comedy to be sure they got their money’s worth,
and do you think they didn’t. Six reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

THE WAY OF ALL FLESH: Special cast—
90%. Excellent. — H. V. Smoots, Vine theatre,
Mt. Vernon, O. — General patronage.

BLIND ALLEYS: Thomas Meighan — 90%.

October 1. Very good entertainment, pleased all.
Six reels. — Hunstad & Becker, Princess theatre,
Guttenberg, la. — General patronage.

CHANG: Special cast — 88%. September 27-28-
29. Thrilling, wonderful, marvelous, that was the
comment from customers. Charged 20-30-40 cents.
— Carlos F. Halscher, Indiana theatre, Washing-
ton, Ind. — General patronage.

BARBED WIRE : Pola Negri— 85%. Very good.

■ — H. V. Smoots, Vine theatre, Mt. Vernon, O. —
General patronage.

MAN OF THE FOREST: Jack Holt— 80%.
September 9. This is a fine picture, especially
liked by the Jack Holt fans. Seven reels. —
Horace Emmick, O. K. theatre, Lewisport, Ky. —
Small town patronage.

WE’RE ALL GAMBLERS: Special cast— 75%.
Good program picture. — H. V. Smoots, Vine the-
atre, Mt. Vernon, O. — General patronage.

WE’RE IN THE NAVY NOW: Special Cast—
75%. September 4-5. One of the season’s best
comedies. The credit goes to Beery for the suc-
cess of this comedy. Print in fair condition.
Special, yes. Sunday, no. Six reels. — G. E.
Shilkett, Rex theatre, Joplin, Mo. — General pat-
ronage.

RITZY: Betty Bronson — 75%. September 20.
Nothing big but will get you by O. K. with a
good comedy. Six reels.— Hunstad & Becker,
Princess theatre, Guttenberg, la. — General pat-
ronage.

THE MYSTERIOUS RIDER: Jack Holt— 73%.
September 27-28. A Zane Grey Western that drew
well. Six reels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

HULA: Clara Bow — 65%. September 23-24.

Very good picture for this star. Attendance cut
some, account of local opposition. Six reels. — -
W. G. Wright, Colonial theatre, Troy, Mo. — Gen-
eral patronage.

FIREMEN, SAVE MY CHILD: Special cast—
60%. September 9-10. Fair comedy, but paid too
much. Drew no better than average comedy, and
pleased no better. How do they do it ? Six reels.
— W. G. Wright, Colonial theatre, Troy, Mo. —
General patronage.

NEVADA: Gary Cooper — 60%. September 22.
Very good Zane Grey picture. Some comments
over not following book very closely, but that is a
regular kick registered after every picture taken
from a well known book, so I never worry about
that. Cooper is a real Western star, and should
become very popular. Seven reels. — W. G. Wright,
Colonial theatre, Troy, Mo. — General patronage.

THE CAT’S PAJAMAS: Betty Bronson— 60%.
September 7. Fine program picture. Theodore
Roberts with his inevitable cigar gives a splendid
performance. Ricardo Cortez also does some

October 15, 1927

EXHIBITORS HERALD

71

splendid work. Special, yes. Sunday, yes. Print
good. Seven reels. — G. E. Shilkett, Rex theatre,
Joplin, Mo. — General patronage.

ALOMA OF THE SOUTH SEAS: Gilda Gray—
60%. September 7. Nothing #xtra — just fair. A
little bit to much nudity. — Horace Emmick, O. K.
theatre, Lewisport, Ky. — Small town patronage.

THE QUARTERBACK: Richard Dix— 58%.

September 24. As this is not a school town this
football picture did not appeal to our folks quite
as strongly as “The Campus Flirt” which we had
two weeks earlier, but it is in the same class and
ought to go over with a bang anywhere. Eight
reels. — Clarence E. Hopkins, Hopkins theatre.
Cotter, Ark. — Small town patronage.

THE COVERED WAGON: Special cast— 57%.
September 29. Paramount has re-issued this on
this year’s program. It drew fair business only.
They don’t want to see ’em again here, no matter
how good they may have been. Played this the
first time in 1924, and it still holds my house
record. Eight reels. — E. M. Biddle, Strand thea-
tre, Paoli, Ind. — Small town patronage.

SOFT CUSHIONS: Douglas MacLean— 51%.
September 17. Douglas is out of his line in this
picture, and as a whole, would say this picture
is far below his usual standard. Nothing to it
in plain words. Six reels. — W. G. Wright,
Colonial theatre, Troy, Mo. — General patronage.

LOVE’S GREATEST MISTAKE: Special cast
— 51%. September 30. This was entirely too hot
for my little band of Puritans. They kicked, and
I don’t blame them. The moral tone is rotten,
so watch your step. Six reels. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patron-
age.

THE POTTERS: W. C. Fields— 50%. Sep-
tember 27-28. This is a dandy comedy drama of
a middle class American family with Fields as
Pa Potter. It is not hilarously funny but kept
our audience chuckling all the way through.
Seven reels. — R. E. Menefee, Palace theatre,
Hoxie, Kan. — Small town patronage.

LOVE ’EM AND LEAVE ’EM: Louise Brooks
— 50%. September 27. A good little picture with
very little drawing power. Six reels. — Robert K.
Yancey, Bonny theatre, Mansfield, Mo. — General
Patronage.

SAY IT AGAIN: Richard Dix— 50%. Septem-
ber 6. Not up to Paramount for Dix. As a rule
he is one of our B. O. attractions. He stepped
out of his class a bit making this picture. Print
in fair conditions. Special, no. Sunday, no.
Seven reels. — G. E. Shilkett, Rex theatre, Joplin,
Mo. — General patronage.

TEN MODERN COMMANDMENTS: Esther
Ralston — 44%. September 14-15. A very good
picture and real well acted. The print is good
and is very interesting, the two girls do their
parts fine. Seven reels. — O. A. Halstead, Cozy
theatre, Duchesne, Utah. — General patronage.

MAN OF THE FOREST: Jack Holt— 40%.
September 16-17. A very good Zane Grey picture.
Pleased good crowds both nights. Seven reels. —
R. Pfeiffer, Princess theatre, Chilton, Wis. — Gen-
eral patronage.

SERVICE FOR LADIES: Adolphe Menjou—
36%. September 8. Fair picture, but this star
does not draw for me, although I like him myself.
Seven reels. — W. G. Wright, Colonial theatre,
Troy, Mo — General patronage.

BLONDE OR BRUNETTE: Adolphe Menjou—
35%. September 15. This type of picture does
not go over here. Menjou is a good actor but too
many bedroom scenes to suit our crowd. Six
reels. — R. E. Menefee, Palace theatre, Hoxie, Kan.
— Small town patronage.

STRANDED IN PARIS: Bebe Daniels— 16%.
September 26-27. Very good comedy feature
which pleased the few who saw it. Seven reels. —
W. J. Shoup, DeLuxe theatre, Spearville, Kan. —
Small town patronage.

TELL IT TO SWEENEY: Special cast— This is
a very nice picture, lots of action and loads of
fun. Six reels. — W. B. Franke, Strand theatre,
Humboldt, la. — Small town patronage.

BEAU GESTE: Ronald Colman — Can easily
be rated as one of the big ones of the year A
super in every sense of the word. Will hold the
interest from beginning until the end. Was
afraid of this from the box office angle before the
run but business was far above the average. —
Russell Armentrout, K. P. theatre, Pittsfield, 111.
— General patronage.

BEAU GESTE: Special cast — This is not the
roadshow you might imagine. Did a poor busi-
ness. Everything in favor of show. They cer-
tainly have a wholesale killing. A good picture
to tieup with the undertaker. — W. B. Franke,
Strand theatre, Humboldt, la. — Small town pat-
ronage.

Rex theatre, Salmon, Idaho. This is the
place where “Fishy” Phil entertains the
public, and it being the show house of
quality, it has put Salmon on the the-
atrical map and kept the town from going
back to the pre-Valstead days — Phil’s cel-
lar is up to his house — and this is the
theatre you boys wanted to see. Look ’er
over, but you ought to see Phil. — J. C. J.

WE’RE ALL GAMBLERS: Thomas Meighan—
September 19-20. Good clean picture as Mr.
Meighan usually makes, but somehow drawing
power on it didn’t click. Seven reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col.
— 'Small town patronage.

WE’RE ALL GAMBLERS: Thomas Meighan—
The best that Meighan has made in months. —
Russell Armentrout, K. P. theatre, Pittsfield, 111.
— General patronage.

HULA: Clara Bow — September 1-2. The poor-
est picture Clara ever made. It's not there for
an additional increase in money. — Russell Armen-
trout, K. P. theatre, Pittsfield, 111. — General pat-
ronage.

HULA: Clara Bow — September 15-16. “Hula”
had Arvada Festival to buck. “Not so good
crowd,” but “so good picture.” Six reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col.
— Small town patronage.

MAN POWER: Richard Dix— September 20-21.
Good picture and it seemed as if it pleased al-
most 100 per cent. I hope Paramount will keep
Dix in action pictures where he belongs instead
of trying every once in awhile to stick him in
one of these mushy things. Print good. Six
reels. — P. G. Held, Strand theatre, Griswold, la. —
Small town patronage.

HOLD THAT LION: Douglas MacLean— One
of Dougs’ good ones, although I have seen better.
Drew very good on a hot July night. Doug al-
ways can bring a good box office. Seven reels. —
Wendel Boughn, Sun theatre, Walthill, Neb. —
General patronage.

THE LAST OUTLAW: Garry Cooper— Septem-
ber 14. One day to fair house. Westerns haven’t
the appeal here that they used to have. Six reels.
— Mrs. Richard A Preuss, Arvada theatre, Ar-
vada, Col. — Small town patronage.

IT: Clara Bow — One of the best pictures we
have played this year. Good Sunday show. —
Harvey Webb, Harmonie theatre, New Harmony,
Ind. — General patronage.

LET’S GET MARRIED: Richard Dix— Just
another Dix picture. The same old thing with
Dix — gets in an awful mess with the cops as
usual, and everything comes out all O. K. in the
end. Seven reels. — Wendel Boughn, Sun theatre,
Walthill, Neb. — General patronage.

Pathe-P D C

FLAME OF THE YUKON: Special cast— 40%.
Good Alaskan picture but poor drawing card.
Poor paper. — F. H. Sumner, Paramount theatre,
Kokomo, Ind. — General patronage.

HIS DOG: Joseph Schildkraut — 32%. Septem-
ber 16-17. It is strange how people will sob and
cry at a show and then stop as they go out and
say, “Oh, that was the best 6how I have been to
in a long time.” Each actor was good but the
dog is the one that the patrons had their eye on.
Seven reels. — O. A. Halstead, Cozy theatre, Du-
chesne, Utah. — General patronage.

JEWELS OF DESIRE: Priscilla Dean— 30%.
Very good story with draggy spots in it. Some
scenes good, acting fair. Has no leading man to
speak of. — Frank Nicosia, Chili theatre, Rochester,
N. Y. — General patronage.

HER MAN O’WAR: Special cast — 25%. Sep-
tember 27. This is a good program picture of the
war type. — Bert Silver, Silver Family theatre.
Greenville. Mich. — General patronage.

MEET THE PRINCE: Joseph Schildkraut—
15%. Septembr 21-22. Only a fair program pic-
ture and a very poor box office attraction. Poor
title and the stars had no box office value. Just
another picture. — R. Pfeiffer, Princess theatre,
Chilton, Wis. — General patronage.

THE YANKEE CLIPPER: William Boyd—
September 11-12. No drawing power, but pleased
all who came. — Z. E. Gooding. Palace theatre.
Grand Ledge, Mich. — General patronage.

UP IN MABEL’S ROOM: Marie Prevost — A
very good comedy drama, with good acting from
every member of the cast. Pictures like this one
will send your patrons out well satisfied. Good
enough for any day of the week. Seven reels. ■
Marion Bodwell, Paramount theatre, Wyoming.
111. — General patronage.

United Artists

THE BLACK PIRATE: Special cast— 84%. A
picture that will please the most exacting.— Coffee
& Ellis, American theatre, Perryton, Tex. — Gen-
eral patronage.

A NIGHT OF LOVE: Special cast — 70%. Won-
derful picture. Well worth playing. Only com-
plaints were one or two of the love scenes that
were too long drawn out. — F. H. Sumner. Para-
mount theatre, Kokomo, Ind. General patronage.

THE SON OF THE SHEIK: Special cast— 62%.
September 18-19. Late in playing this? Don’t
you ever think it. What are you running your
theatre for, to play ’em close to release, pay ex-
orbitant prices and give all the money to the ex-
change? I waited until United Artists came to
earth and then bought it. Played it and made a
fair profit. Everybody liked the play. — Philip
Rand, Rex theatre, Salmon, Idaho. — General pa-
tronage.

SPARROWS: Special cast— 61%. A very nice
picture and one that will please especially the
women and children. — Coffee & Ellis, American
theatre. Perryton, Tex. — General patronage.

HELD BY THE LAW : Special cast — 40%.
September 20. Very good picture. Held interest
throughout, but had no drawing power. Seven
reels. — \y. G. Wright, Colonial theatre, Troy, Mo.
— General patronage.

RESURRECTION: Rod LaRocque — Very good
picture, but not for country people, as they are
not interested in dramatic pictures. Delores Del
Rio is really the star, but Rod gets the credit.
Started my Sundays with this picture and did not
have anything extra in crowds. Nine reels. — ■
Wendel Boughn, Sun theatre, Walthill, Neb. —
General patronage.

RESURRECTION : Rod LaRocque— Excellent

cast, well produced, a very finely made picture
with many favorable comments from patrons.
However, it did not do average business with
weak opposition. Personally thought the thing
awfully long and I found it very draggy. Eight
reels. — W . H. Brenner, Cozy theatre, Winchester,
Ind. — General patronage.

RESURRECTION: Special cast— This one

should be resurrected before released. Thought it
was positively rank. Didn’t go over at all and I
felt like a fool running it. Ten reels. — John
Steicher, Aurora theatre. White Lake, S. D. —
Small town patronage.

THE LOVE OF SUNYA: Gloria Swanson —
September 28-29. If you haven’t bought this one,
don’t do it. It fails to please even the best
Swanson fans. Had it booked for three days and
changed it to two and glad of it. If this is what
you can expect from Gloria we’re through. United
Artist is a pain in the neck. Seven reels. — John
L. Damm, Strand theatre, Wadsworth, O. — Gen-
eral patronage.

THE LOVE OF SUNYA: Gloria Swanson-
Terrible ! is no name for it. Absolutely rotten.
Half of my patrons walked out before picture was
half over. Paid plenty of dough for it. Hardly
worth $7.50. It would be a poor attraction at that

72

EXHIBITORS HERALD

October 15, 1927

price. A wonderful actress with drawing power
ruined by poor pictures. Seven reels. — Marion
Bodwell. Paramount theatre, Wyoming, 111. — Gen-
eral patronage.

THE LOVE OF SUNYA: Gloria Swanson —
Had quite a number of favorable comments on
this one. Town of 1,200. House seats 200. —
Harvey Webb, Harmonie theatre. New Harmony,
Ind. — General patronage.

THE LOVE OF SUNYA: Gloria Swanson— A
production of merit that tries to go over the heads
of any moving picture audience and does. This
will not do as entertainment to any one. I am
convinced that there is not any one who will
confess that they liked this picture, and if you
want me to tell you, it has no box office appeal.
It seems that Gloria is now sliding along with
others. Seven reels. — W. H. Brenner, Cozy the-
atre, Winchester, Ind. — General patronage.

THE BELOVED ROGUE: John Barrymore— A
good enough picture of this kind, but not the
type that will appeal to the people in the small
towns. Too much high-brow stuff for them. Film
rental entirely too high for the amount of busi-
ness that we had. Paid for two days and used
it one. Nine reels. — Marion Bodwell, Paramount
theatre, Wyoming, 111. — General patronage.

THE BELOVED ROGUE: John Barrymore —
This show failed to please my small town patron-
age. Too much foolishness, or burlesquing in this
one. — Harvey Webb, Harmonie theatre, New Har-
mony, Ind. — General patronage.

THE WINNING OF BARBARA WORTH: Spe-
cial cast — September 25-26. Good picture, but
don’t believe it would go over if it was not for
the story being so well known. Too much money
for this picture. — Z. E. Gooding, Palace theatre,
Grand Ledge, Mich. — General patronage.

THE WINNING OF BARBARA WORTH: Spe-
cial cast — Played this during county fair, and for
first time in history we fell down. Not entirely
picture’s fault, of course, yet picture did not pull
as we expected. Scenes very dark. Not much
action. Flood scene very fine. If you can get
it cheap, play it. If not. pass it up. We paid 50
per cent more than we should, but were up
against it to find a suitable play, as they switched
county fair dates at last moment. — Philip Rand,
Rex theatre, Salmon, Idaho. — General patronage.

STELLA DALLAS: Special cast — Played this
one two nights and packed them in, all pro-
nouncing it the best picture ever run here. —
Harvey Webb, Harmonie theatre, New Harmony.
Ind. — General patronage.

Universal

THE COHENS AND KELLYS: Special cast—
100%. September 24. Good picture, very well
liked. Don’t let them gyp you on the price. I
had to wait too long to buy it. Worth the money.
Eight reels. Robert K. Yancey, Bonny theatre,
Mansfield, Mo. — General patronage.

THE WHITE OUTLAW: Jack Hoxie— 100%.
October 1. Good Western type, very entertaining.
Five reels. — Robt. K. Yancey, Bonny theatre,
Mansfield, Mo. — General patronage.

THE STILL ALARM: Helene Chadwick —

100%. September 30. This picture is extra good ;
interesting, thrilling and entertaining. Eight

reels.— Robt. K. Yancey, Bonny theatre, Mansfield,
Mo. — General patronage.

THE DENVER DUDE: Hoot Gibson — 72%.

September 23-24. A good Western comedy that
drew like a mustard plaster. — Roy W. Adams,
Pastime theatre. Mason, Mich. — General patron-
age.

THE GOOSE WOMAN: Special cast— 71%.

Step on this one, boys, it packs a good punch. It
is a murder mystery drama by Rex Beach. Has
a good cast, holds fine dramatic tension and in-
terest. The acting of Louise Dresser as ’’Goose
Woman” is immense. Book and boost. — Philip
Rand, Rex theatre, Salmon, Idaho. — General pa-
tronage.

HERO ON HORSEBACK: Hoot Gibson— 70%.
September 18-20. “Crapshooter in a bank” would
probably have been a more appropriate title. Im-
possible, but suited the Gibson fans. — F. H. Sum-
ner, Paramount theatre. Kokomo, Ind.— General
patronage.

SPANGLES: Marion Nixon — 60%. September
29. Good circus picture. Pleased everyone. Six
reels. — Robert K. Yancey, Bonny theatre, Mans-
field, Mo. — General patronage.

THE MAN IN THE SADDLE: Hoot Gibson—
59%. September 24. Rain kept many away, but
at that we had a good house. The picture was
rather chopped up, and would have been good en-
tertainment if it had been all there. It is nothing
more than an ordinary program offering. Six

reels. — Paul B. Hoffman, Legion theatre. Holy-
wood, Kan.

THE LOVE THRILL: Laura LaPlante— 53%.
September 25-26. A good comedy. — Roy W. Adams,
Pastime theatre. Mason, Mich. — General patron-
age.

THE FLAMING FRONTIER: Special cast—
50%. October 1. This picture is too long for the
Hoot Gibson fans. Very good. Nine reels. —
Horace Emmick, O. K. theatre, Lewisport, Ky. —
Small town patronage.

UNDER WESTERN SKIES: Special cast—
45%. Story of Oregon wheat fields, including
“Pendleton Round Up.” George Fawcett the re-
deeming feature. Fair play, above ordinary run.
Not a special. Smith as New York tough gets
laughs. Two New York men lick a big gang of
Western ranch hands and compel them to return
to work. What rot 1 Director has no more com-
prehension of what the West is than he has of
how a gentleman should act. He makes Kerry do
the same idiotic things, hence to my mind the
director must be idiotic himself. — Philip Rand,
Rex theatre, Salmon, Idaho. — General patronage.

THE CALGARY STAMPEDE: Hoot Gibson—
40%. September 28. Just an average Hoot Gib-
son. Gave satisfaction and was well received.
Had opposition. Six reels. — Robert K. Yancey,
Bonny theatre, Mansfield, Mo. — General patronage.

THE MARRIAGE CLAUSE: Billie Dove— 30%.
Fair picture. A little draggy. Just a story that
couldn’t happen. — Frank Nicosia, Chili theatre,
Rochester, N. Y. — General patronage.

THE FIGHTING THREE: Jack Hoxie— 30%.
September 24. The poorest Hoxie we ever played.
Lots of action, but story took in too much terri-
tory.— Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

THE CHEERFUL FRAUD: Reginald Denny —
25%. This is a good comedy picture. Played
with Dempsey-Tunney fight pictures, and drew
well. — Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

TAXI, TAXI: Edward Everett Horton— 25%.
September 20. A good program picture. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

TAKE IT FROM ME: Reginald Denny— 23%.
September 30-October 1. This was sold to me as a
big laugh special, but the only thing I found
about it was the special price I paid for it. Ad-
vertised this like a circus and was glad that a few
came to see it, as I think it is the poorest thing
Denny has ever done. “Skinners’ Dress Suit,”
“California Straight Ahead,” “What Happened to
Jones,” and, in fact, all of his previous pictures
have outclassed this by a mile. Another like this
and Denny will be a dead one here in our town.
Seven reels. — W. J. Shoup, DeLuxe theatre, Spear-
ville, Kan. — Small town patronage.

BLAZING DAYS: Fred Humes — 18%. Septem-
ber 21-22. This was a good Western, but every-
one stayed home to listen to the big fight. — Roy
W. Adams, Pastime theatre, Mason, Mich. — Gen-
eral patronage.

CHEATING CHEATERS, LONE EAGLE, BACK
TO GOD’S COUNTRY, ALIAS THE DEACON,
THE CHINESE PARROT : All good pictures,
and absolutely clean, but failed to draw at the
box office. Cannot understand why Universal
product will not bring a profit. — A. J. Steggall,
Cozy theatre, Fayette, la.

BUTTERFLIES IN THE RAIN: Laura La-
Plante— September 25. A good picture. Laura
would put any film over for us. Kirkwood seems
a little too old to be playing such romantic parts,
though, and why don’t they give Laura a better
leading man ? Eight reels. — John Steichen, Aurora
theatre, White Lake, S. D. — Small town patron-
age.

BUTTERFLIES IN THE RAIN: Laura La-
Plante— September 23-24. If they would have
made this into six reels instead of eight it would
have been a pretty good picture, but the way it
was, it was too draggy. Some walked out on this.
Print good. Eight reels. — P. G. Held, Strand
theatre, Griswold, la. — Small town patronage.

BUTTERFLIES IN THE RAIN: Laura La-
Plante— Title poor. Has no drawing power. But
don’t be afraid of this one, one of the best. If
there are 100 per cent pictures, this is one. — -
W. S. Whitfield, Crystal theatre, Peru, Neb. — Gen-
eral patronage.

TAXI, TAXI: Edward Everett Horton — Horton
goes over good here. He does some clever comedy
stuff and this film is no exception. Very good
picture. Seven reels. — John Steicher, Aurora
theatre. White Lake, S. D. — Small town patronage.

THE BUCKAROO KID: Hoot Gibson— August
26. Better than some Hoot Gibson’s. Hoot has it
all over Tom Mix for acting. He doesn’t lick

half an army in all his pictures like Tom does.
Six reels. — John Steichen, Aurora theatre. White
Lake, S. D. — Small town patronage.

HEY, HEY, COWBOY : Hoot Gibson — Septem-
ber 16-17. This is one of the best Gibson pic-
tures I have played so far. Interesting and clean,
just the kind of a picture the patrons in a small
town like. It’s a pleasure to show a picture like
this. Hoot is O. K. Just give him a good etory
and the picture will be O. K. Print No. 1. Six
reels. — P. G. Held, Strand theatre, Griswold, la.—
Small town patronage.

THREE MILES UP: A1 Wilson — September 9-
10. A very good action picture. Something doing
all the time. Pleased all that like this type of
entertainment. Five reels. — Z. E. Gooding, Palace
theatre. Grand Ledge, Mich. — General patronage.

THE LONE EAGLE : Special cast — September
18-19. This sure pleased all who saw it and drew
very well. Seven reels. — Z. E. Gooding, Palace
theatre, Grand Ledge, Mich. — General patronage.

BACK TO GOD’S COUNTRY: Rene Adoree—
September 29-30. By James Oliver Curwood. If
your patrons like Northern stuff, here it is and
it will please them, too. Six reels. — Mrs. Richard
A. Preuss, Arvada theatre, Arvada, Col. — Small
town patronage.

BACK TO GOD’S COUNTRY: Renee Adoree—
September 13-14. A nice little Northern picture
that will go over good. — Z. E. Gooding, Palace
theatre. Grand Ledge, Mich. — General patronage.

SILK STOCKINGS: Laura LaPlante — October
2-3. Nice little picture. Pleased the majority.
Laura very good. Had the old thinking he was
setting in on a little game himself. Seven reels. —
Z. E. Gooding, Palace theatre. Grand Ledge, Mich.
— General patronage.

WOLF’S TRAIL: Dynamite — Good dog picture
that made the B. O. busy. Surprised at dog, and
cast was new. Paper postal print service A-No. 1.
Five reels. — Mrs. Richard A. Preuss, Arvada the-
atre, Arvada, Col. — Small town patronage.

PAINTED PONIES: Hoot Gibson— Good West-
ern. Slim Summerville very good as Beanpole.
Something doing all the way. Six reels. — Z. E.
Gooding, Palace theatre. Grand Ledge, Mich. —
General patronage.

PAINTED PONIES: Hoot Gibson— September
26-27. First snowstorm of the season fell on
“Painted Ponies.” Bad weather hurt business.
Six reels. — Mrs. Richard A. Preuss, Arvada the-
atre, Arvada, Col. — Small town patronage.

OUT ALL NIGHT: Reginald Denny — Septem-
ber 25. First night to fair crowd. Good picture,
but we have not many Denny fans. Seven reels. —
Mrs. Richard A. Preuss, Arvada theatre, Arvada,
Col. — Small town patronage.

PAINTING THE TOWN: Glen Tryon— Sep-
tember 25-26. This is a very pleasing and enter-
taining picture and Tryon has a fine screen per-
sonality. Patsy Ruth Miller also at her best.
Story of a small town hick who knocks ’em dead
in the big berg. Drew a cold rain both nights,
which hurt the attendance, but the picture pleased
100 per cent. Six reels. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pa-
tronage.

Warner Brothers

CLASH OF THE WOLVES: Rin Tin Tin—
70%. September 8. Rin Tin Tin drew in a very
fair crowd for one night. All seemed pleased.
Variety in program helps. — Philip Rand, Rex
theatre, Salmon, Idaho. — General patronage.

THE BUSH LEAGUER: Monte Blue— 61%.
October 1. A fair baseball picture. Most people
will like it. — Carlo6 F. Halscher, Indiana theatre,
Washington, Ind. — General patronage.

OTHER WOMEN’S HUSBANDS: Monte Blue
— 51%. September 1. Fair program picture, with
Monte Blue doing very good acting. Special, no.
Sunday, no. Seven reels. — G. E. Shilkett, Rex
theatre, Joplin, Mo. — General patronage.

THE BETTER OLE: Sid Chaplin— 50%. Sep-
tember 25-26. This is a great big laugh. I call
it one of the best war comedies we ever played.
The star great, cast fine. Good satisfaction. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

DEARIE: Irene Rich — September 28. No busi-
ness to speak of on “Dearie.” Miss Rich means
nothing at our B. O. This picture is good pro-
gram material, however. Seven reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col. —
Small town patronage.

IRISH HEARTS: May McAvoy — Irish Hearts
is right. Not a Jewish heart in this one. Mies
McAvoy is a regular Irish fighter. She is a pleas-
ing young lady. Six reels. — Mrs. Richard A.

EXHIBITORS HERALD

73

October 15, 1927

Preuss, Arvada theatre, Arvada, Col. — Small town
patronage.

SIMPLE SIS : Special cast— If this was to be
taken as an example, giving it a position of an
average picture, I would say that the business was
getting into an awful fix. To you exhibitors who
have not shown this, would suggest that you pay
for it and leave it on the shelf. I just don't see
how a producer can have the nerve to ask an
actor to appear in a thing as full of nothing as
this. Seven reels. — W. H. Brenner, Cozy theatre,
Winchester, Ind. — General patronage.

State Rights

PRIMROSE PATH: Clara Bow— 75%. August
9-10. This is a good one. Pleased all who saw
it. We showed this fair week, which was very
hard to get the people, but it drew well on a two-
day run. — H. O. Smiley, Royal, Brookfield, Mo. —
General patronage.

TUNNEY-DEMPSEY FIGHT: September 28.
Used this six days after the fight and paid “Cov-
ered Wagon” price for it, but from a box office
report it is a combination of “The Covered
Wagon,” “Ten Commandments” and “The Big
Parade” all rolled into one. The biggest bet we
have used this season. Pictures unusually clear.
The slow motion in the seventh round is worth

STATEMENT OF THE OWNERSHIP, MAN-
AGEMENT, CIRCULATION, ETC., RE-
QUIRED BY THE ACT OF CONGRESS
OF AUGUST 24, 1912

Of Exhibitors Herald published weekly at
Chicago, Illinois, for October 1, 1927.

State of Illinois 7 Es
County of Cook J

Before me, a Notary Public in and for the
State and county aforesaid, personally appeared
George Clifford, who, having been duly sworn
according to law, deposes and says that he is
the ’Business Manager of the Exhibitors Herald
and that the following is, to the best of his
knowledge and belief, a true statement of the
ownership, management (and if a daily paper,
the circulation), etc., of the aforesaid publication
for the date shown in the above caption, required
by the Act of August 24, 1912, embodied in section
411, Postal Laws and Regulations, printed on
the reverse of this form, to wit:

1. That the names and addresses of the pub-
lisher, editor, managing editor, and business man-
agers are:

Publisher — Martin J. Quigley, 407 S. Dearborn
St.

Editor — Martin J. Quigley, 407 S. Dearborn St.

Managing Editor — Edwin S. Clifford, 407 S.
Dearborn St.

Business Managers — George Clifford, James
Beecroft, 407 S. Dearborn St.

2. That the owner is: (If owned by a corpora-
tion, its name and address must be stated and
also immediately thereunder the names and ad-
dresses of stockholders owning or holding one per
cent or more of total amount of stock. If not
owned by a corporation, the names and addresses
of the individual owners must be given. If owned
by a firm, company, or other unincorporated con-
cern, its name and address, as well as those of
each individual member, must be given.)

Quigley Publishing Co., 407 S. Dearborn St.

Martin J. Quigley, 407 S. Dearborn St.

3. That the known bondholders, mortgagees,
and other security holders owning or holding 1
per cent or more of total amount of bonds, mort-
gages, or other securities are: (If there are none,
so state.)

None.

4. That the two paragraphs next above, giving
the names of the owners, stockholders, and security
holders, if any, contain not only the list of
stockholders and security holders as they appear
upon the books of the company but also, in
cases where the stockholder or security holder
appears upon the books of the company as trustee
or in any other fiduciary relation, the name of
the person or corporation for whom such trustee
is acting, is given ; also that the said two para-
graphs contain statements embracing affiant’s full
knowledge and belief as to the circumstances and
conditions under which stockholders and security
holders who do not appear upon the books of the
company as trustees, hold stock and securities in
a capacity other than that of a bona fide owner ;
and this affiant has no reason to believe than any
other person, association, or corporation has any
interest direct or indirect in the said stock, bonds,
or other securities than as so stated by him.

5. That the average number of copies of each

issue of this publication sold or distributed,
through the mails or otherwise, to paid sub-
scribers during the six months preceding the date
shown above is (This infor-

mation is required from daily publications only.)

George Clifford,
Business Manager.

Sworn to and subscribed before me this first day
of October, 1927.

(Seal) James P. Prendergast.

(My commission expires February, 1929.)

the price of admission alone. Four reels. — Russell
Armentrout, K. P. theatre, Pittsfield, 111. General
patronage.

DEMPSEY-TUNNEY FIGHT: Played before
the Chicago fight at good business. Patronage,
mostly men. Four reels. — Marion Bodwell, Para-
mount theatre, Wyoming, 111. — General patronage.

BEFORE MIDNIGHT: William Russell— Sep-
tember 26-27. This is a dandy. Weather very
bad first night and only fair attendance, but sec-
ond night much better. It’s a good buy. Five
reels. — H. P. Smiley, Royal theatre, Brookfield,
Mo. — General patronage.

DAME CHANCE: Special cast — September 22-
23. A good one. It’s different. A good one for
a two-day run. People who see it the first time
advertise it. — H. P. Smiley, Royal theatre, Brook-
field, Mo. — General patronage.

UNCLE TOM’S CABIN: Special cast— Good
Lord, this must have been taken before the flood
and just let out of the Ark. As a director-camera-
man, old Noah might have been pretty hot stuff
for his time, but compare this with modern movie
technique and one realizes how far the art of
making pictures has progressed. Unless you want
to put this on to show your people how terrible a
play can be, don’t book this old version. — Philip
Rand, Rex theatre, Salmon, Idaho. — General pa-
tronage.

Serials

BLAKE OF SCOTLAND YARD: (Universal) —
We have run four chapters of this and they have
all been very good. Two reels. — Z. E. Gooding,
Palace theatre. Grand Ledge, Mich. — General pa-
tronage.

WHISPERING SMITH RIDES: (Universal)
Wallace McDonald — Absolutely a sure program
killer. It’s gotten so that even the kids are wise
to Universal serials. It shouldn’t take the direc-
tors very much more time to get wise, either, and
about service, it’s not punk, it’s punker. I got
chapter 8 of this serial one week, and the same
thing the next week. Both chapters were the
same, excepting that the titles were numbered
chapters 8 and 9. At least half of my patrons
came to me and said they were cheated. Many
claimed they wouldn’t come again. This repeater
business in the Buffalo exchange is certainly mak-
ing new customers for my competitive houses.
Imagine getting two reels of a serial I played
months ago instead of receiving a Buster Brown
comedy. You order one sheet, and you get a flock
of three sheets, and vice versa. This year they
got the “Big Gun” specials. They’ll shoot you
all right. “When better Universal serials are
made I’ll play them.” — Frank Nicosia, Chili the-
atre, Rochester, N. Y. — General patronage.

Short Subjects

EDUCATIONAL

COOL OFF: Ann Cornwall — Lively and laugh-
able. Two reels.- — G. S. Kenny, Community
House, Greenwood, Ind. — General patronage.

DON’T MISS : Special cast — Lively one reeler.
One reel. — G. S. Kenny, Community House, Green-
wood, Ind. — General patronage.

FUNNY FACE: Big Boy — Lots of laughs. Two
reels. — G. S. Kinney, Community House, Green-
wood, Ind. — General patronage.

RADIO BUG: Cameo — Fair. One reel. — G. S.
Kenny, Community House, Greenwood, Ind. — Gen-
eral patronage.

F B O

KNIGHT BEFORE XMAS: Special cast —
September 27. Not a wrinkle as a comedy. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

FOX

HER SILENT WOW: Sept. 22. A good com-
edy. Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

THE KANGAROO DETECTIVE: Good. Lots of
laughs. Two reels. — V. E. Chamberlin, Cham-
berlin theatre, Elkhorn, Neb. — Small town patron-
age.

FOX VARIETY : They are all good one reel
subjects. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

METRO-GOLDWYN-MAYER

SUGAR DADDIES: About the only difference
between this Hal Roach comedy and the ones we
used to get is the trademark. Two reels. — John L.

Damm, Strand theatre, Wadsworth, O. — General
patronage.

PARAMOUNT

NO PUBLICITY: Edward Everett Horton —
This is just a fair two reeler. Nothing to brag
or knock. The first for me on Paramount comedy
contract. Hope they get better. Two reels. -
Horace Emmick, O. K. theatre, Lewisport, Ky. — -
Small town patronage.

PATHE

BUCK FEVER: Aesop’s Fables— The best short
reel on the market. The kids enjoy them im-
mensely. One-half reel— Caress Brothers, Palace
theatre, Elnora, Ind. — Small town patronage.

CHARLEY MY BOY: Charles Chase — Good.
Two reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

PATHE NEWS No. 71: It might have been
okay to those that remembered the things that
were in it. One reel. — G. S. Young, Petrolia the-
atre, Petrolia, Tex.— General patronage.

LINDBERGH’S FLIGHT: “Lindbergh”— Sep-
tember 24. It will pay you to show this picture in
the small theatre. 100%. It helps out your
crowd in other pictures. Two reels. Eail N.
Conway, Electric theatre, St. Francis, Kan— Gen-
eral patronage.

UNIVERSAL

BUSTER, COME ON : Good, pleased them all.
Two reels. — Z. E. Gooding, Palace theatre. Grand
Ledge, Mich. — General patronage.

BUSTER’S GIRL FRIEND: Buster Brown-
Nothing to rave over. Two reels. Robert K.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

GEORGE, THE WINNER: Nice three reel
comedy.— Robert K. Yancey, Bonny theatre, Mans-
field, Mo. — General patronage.

HIS DAY OF DAYS: This is our second Blue
Bird comedy and nothing to them. Some of the
jokes were told before the flood. Z. E. Gooding,
Palace theatre. Grand Ledge, Mich. — General pa-
tronage.

JANE’S HONEYMOON: A fair comedy. Two
reels. — Bert silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

LOVE’S HURDLES: Very good. Two reels.—
Robert K. Yancey, Bonny theatre, Mansfield, Mo.
General patronage.

NEVER AGAIN: Andy Gump — Pretty thin—
not much plot. Two reels. — Robert K. Yancey,
Bonny theatre, Mansfield, Mo. — General patronage.

NEWLYWEDS’ NEIGHBORS: A good two reel
comedy. — Robert K. Yancey, Bonny theatre, Mans-
field, Mo. — General patronage.

NEWLYWEDS’ TROUBLES: Very good com-
edy. Two reels. — Z. E. Gooding, Palace theatre,
Grand Ledge, Mich. — General patronage.

A RUN FOR HIS MONEY : Not so good. One
reel. — Z. E. Gooding, Palace theatre. Grand Ledge,
Mich. — General patronage.

THE TAIL OF A SHIRT: The best single reel
comedy we have received from Universal. One
reel. — Z. E. Gooding, Palace theatre. Grand Ledge,
Mich. — General patronage.

Rudolph Schildkraut stars as the hero
of sick-room vigils in Pathe-DeMille’s
“ The Country Doctor,” which Rupert
Julian has just completed.

74

EXHIBITORS HERALD

October 15, 1927

CHICAGO PERSONALITIES

= By W. W. s^^se=======J

JACK MILLER called a meeting Friday at Ridge hall of the members
of the Chicago Exhibitors association to sanction the appointment
of Miller and Ludwig Siegel as delegates to the Federal Trade Prac-
tice conference in New York. More than sixty members attended. M. A.
Choynski, independent theatre owner of Chicago, was appointed as an
alternate.

Miller, accompanied by his wife and son,
Siegel and Choyniski left Saturday for
New York to attend the conference.

“Ninety-nine per cent of the members of
the association are in favor of block book-
ing,” declared Miller after the meeting
Friday. “Only one member at the meeting
voted against it, which shows that Chicago
exhibitors, almost unanimously favor the
practice of block booking.

“However we are against several prac-
tices which we are going to attempt to
have eliminated at the conference, and we
are sure that they will be eliminated. We
wrant the elimination of the clause in con-
tracts which gives the exchanges authority
to withdraw certain pictures from the con-
tract to give them special or roadshow
showings. We want this clause changed so
that for every picture withdrawn from the
contract by the producer, another can be
eliminated by the exhibitor. This is noth-
ing but fair practice.

“We also hope to have eliminated the
practice of exhibitors contracting for pic-
tures and then holding them on their
shelves just to keep competing exhibitors
from obtaining the pictures.”

* * *

Charles Ford and Steve Montgomery of
the Daily News Screen Service made 676

miles in one day in order to have picture
of the St. Louis tornado on the screens in
Chicago.

* * *

Arnold Schoak, who owns the Keystone
and Panorama theatres, was seen along film
row last Friday, having just returned from
a trip to California.

* * *

Jack Woody, of the Short Feature de-
partment of Metro-Goldwyn-Mayer, was in
town last week.

* * *

Clyde Eckhardt is no longer a Chicagoan.
He has bought a home in Wilmette and has
taken up his abode there in that village of
wealth and millionaires. This would seem
to indicate that Eckhardt has become a
permanent fixture on Chicago’s film row.
* * *

Paul C. Johnson, office manager at Fox,
leaves this week for the West Coast where
he will serve as secretary to W. R. Shee-
han, vice president and general manager
for Fox Films. This is another case where
hard work and effort gets its just reward.
Johnson began his career in the film busi-
ness several years ago as secretary to Eck-
hardt. It was not long before he was made
office manager at the Fox exchange, and
now he gets this excellent promotion.

Johnson is all smiles this week. He says
he is going to look up Doug Hodges as

soon as he lands in Hollywood.

s}: s|« *

“What Price Glory,” playing at the Mon-
roe, has broken all records for the house.
The record was formerly held by “Powder
River.” “7th Heaven” will go into the
Monroe Oct. 28 for an extended run.

^ ^ ^

Ted Meyers, who was formerly with
Pathe for a number of years, is now cover-
ing the Southern Illinois territory for

F B O. * $

F B O visitors last week were Ralph

Bryant, assistant manager of the Arcada
theatre at St. Charles ; James Bikos of the
Roosevelt theatre, Gary; and Sam Rocetes
of the Palace theatre, Chesterton, Ind.

❖ *

H. C. Jarnagan has sold the Strand thea-
tre at Mendota and has bought the Majestic
at Milford. * * *

Clarence Beck has taken over the Lawn-
dale theatre. * * *

Clayton Bond, absent from the Warner
office last Thursday and Friday, stayed
home to nurse an extremely bad cold.

* * *

A good place to find exchangemen last
week was over in Grant Park watching the
playograph give the play-by-play reports of
the World Series games. And if you

couldn’t locate your man there, he more
than likely could be found in the Universal
office listening to the reports over Roy
Alexander’s radio. Roy’s radio made a big
hit, even if the Pittsburgh Pirates didn’t.
* * *

Harry Nolan stopped in at First National
last week on his way from Denver to New
York. Nolan was one of the first First
National franchise holders and now owns
a group of theatres in Denver.

* * *

Phil Reisman, general manager for
Pathe-DeMille, was in town last week, on
his way to Minneapolis and Milwaukee.
Harry Scott, of the Short Feature depart-
ment for Pathe was also a Chicago visitor
last week. * * *

Jack Warner passed through Chicago last
week on his way to the Coast to be present
at the burial of his brother, Sam Warner,
who died early last week. Work stopped
at the Chicago office for one hour Thurs-
day in respect of the dead, and the Or-
pheum theatre, a Warner house, will be
closed all day Sunday until 6 p. m. Warner
will be buried on the coast Sunday.

* * *

Lombard’s motion picture war is over.
Vincent T. Lynch, who recently announced
that he had secured a site on the St.
Charles road and was going to erect a big
playhouse to rival the one already under
construction at Main and Parkside, in the
Du Page county suburb, has abandoned his
plans and instead has leased the Main-
Parkside structure.

This means that Lombard will have two
houses instead of three. It already has one
small theatre on Parkside, opposite the
Northwestern station. The new theatre
now under construction, designed by R. G.
Wolff, will have six stores, a gas station
and 10 flats.

A. M. Krensky and Brother have under-
written a $140,000 bond issue. The theatre
is scheduled for opening about Jan. 1. The
owner and builder is O. J. Roath, a resi-
dent of Lombard.

% He H1

The big fight is over, and the world
series, with its extended run cut short, has
passed into history. What have the film
boys to look forward to now in the way
of sports? Well, there’s football, and the
boys will probably be gathering around
Alexander’s radio every Saturday for the
next few Saturdays.

These Productions

Win Critic’s Favor

SEPTEMBER’S SIX BEST PHOTOPLAYS

RAGTIME Smile, Brother, Smile

The Way of All Flesh The Patent Leather Kid

Potemkin After Midnight

HONORABLE MENTION: ‘‘The Bugle Call,” “Adam and Evil,” “Old
San Francisco,” “Topsy and Eva,” “The Joy Girl,” “Secrets of the Soul.”

By Mae Tinee, Chicago Tribune

“RAGTIME” has us for its friend, not so much on account of story,
direction, or photography, but because it was acted so well and with such
whole souled zest. Everybody in the piece appeared to be in such tip top
shape and having such a whale of a good time, and so dead set on making
you all join hands and enjoy their party with them. One piece of clever
work blazed out from among other shining bits. It was that of Robert
Ellis, who, as a chap called “Slick,” gave one of the most finished imper-
sonations I have ever seen.

A “humdinger of a comedy,” RAGTIME.

For Illinois For Indiana

GREIVER PRODUCTIONS MIDWEST FILM CO.

831 SOUTH WABASH AVE., OF INDIANA

CHICAGO, ILL. 218 Wimmer Bldg., Indianapolis

The one way

to be sure

Screen quality is important to the
public and therefore to the box office.
It is too important an item to be over-
looked by the exhibitor.

There is one way to be sure of getting
the highest photographic quality in your
productions. Specify prints on Eastman
film — the film that made motion pictures
possible — and look for the important
words "Eastman Kodak” in the margin
of each reel.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

The Mightiest of All Sea Dramas!

Hobart Bosworth

in w

T.i BLOOD SHIP

M,h Jacaueline Logan
Richard Arlen

Walter James, Fred Kohler, James Bradbury, Sr.,
Arthur Rankin, Syd Crossley, Frank Hemphill,
Chappell Dossett, Blue Washington

From the Novel by NORMAN SPRINGER

Praised Unanimously by Critics
Played Everywhere by Showmen

A GEORGE B. SEITZ PRODUCTION

The Perfect Crook Drama

Bert Lyfell
Lois Wilson

in

ALIAS THE
LOHE WOLF

William V. Mong, Paulette Duval, Ned Sparks
Alphonz Ethier, James Mason, Ann Brody

From the Novel by LOUIS JOSEPH VANCE

Directed by EDWARD H. GRIFFITH

A Sweet Romance of Idyllic
Tenderness

SALLY IN
OUR ALLEY

with

SHIRLEY NASON
RICHARD ARLEN

Alec B. Francis, Paul Panzer, William
H. Strauss, Kathlyn Williams, Florence
Turner, Harry Crocker.

Directed by WALTER LANG

A Great Audience Picture with an
Irresistible Appeal

A Baffling Drama of Dynamic Mystery

RICARDO CORTEZ

BTcWHOSE

Eugenia Gilbert, J. Thornton Baston,
Tom Dugan, Edgar Washington Blue,
Lillianne Leighton, William Scott,
John Steppling, De Sacia Mooers

Directed by WALTER LANG

Thrills and suspense in a diverting
masterpiece of plot and counterplot

An Alluring Romance of the Tropics

CONWAY TEARLE

l*ie of Forgotten
Women

« with

Dorothy Sebastian

Alice Calhoun, Gibson Gowland, Harry Semels,
William Welch, Eddie Harris

Screen Adaptation by NORMAN SPRINGER

Directed by GEORGE B. SEITZ

A Rousing Drama of Campus Days!

COLUMBIA PICTURE

nMitiumrT»MMHMMTiTMMniTinmmnTTimiinrrMmiiimnnnrmimmnmmnimmmmimirnTinninniHTTr

TOT

gE* •INGRAMS

Q A R P E N OF

THE

ALLAH

CROWDED WEEK AT

it’s just one of the money pictures
in Metro -Qoldwyn’s Qold-Qetters

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

WmmTwJj

SECTIONS

block booking to be Modified

OL. XXXI, No. 6

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription 83.00 a year. Single copies, 25 cents.

October 22, 1927

UNITOnZtoL

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L.I.

Fordham

NY.

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Astor

B 'waij ’<1

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full information

I

ran

Not only with specials

like ” Beau Geste”,

Chang” and ”Way of All Flesh

” Underworld”

and stars like Harold Lloyd, Clara Bow, Dix, Emil

Jannings, Beery-Hatton and the rest, is Paramount

setting the business afire this fall. Paramount

short features have leaped into instant popularity !

Your short stuff’ is distinctive and brilliantly

different”, writes one enthusiastic exhibitor. ”At

last Pm getting what I always wanted — Paramount
quality in the whole show”.

iWQVClr?

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CON*

The Christie brothers are alive that it’s a new world, demanding
nothing but the very best. No wonder big first run theatres like the
Paramount, Rivoli and Rialto, New York; Million Dollar, Los Angeles;
Metropolitan, Boston; Stanley Circuit premier houses; and others
t.n.t.m., are opening wide and handsome to Paramount-Christie
comedies. Did you ever before see letters like these from customers:

OOOlfy

f "Have just screened three of the new
Paramount-Christies. Congratulations. Fine.
Much superior to any Christies ever seen be-
fore.” Saxe Circuit, Milwaukee, Wis.

'4 "Billy Dooley in 'Row, Sailor,. Row’ tore
the roof off the Capitol, Vancouver. Bobby
Vernon in 'Short Socks’ equally wellreceived.
First runs all playing Paramount-Christies.”
W. R. Marshall, Vancouver, B. C.

fiji "I want to praise Paramount’s two-reel
comedies thus far released. They are out-
standing. Very humorous, a laugh in every
move.” Montgomery Enterprises, Inc.
Montgomery, Ala.

C: "We have played seven Paramount two-reel
comedies, two novelties and a half-dozen
cartoons. I feel I ought to make comment on
their excellent quality. Christie comedies
are far superior this year and nothing has
been spared in the way of money to get ex-
cellent casts, well dressed sets and sub-titling.
Rarely, if ever, have we received such en-
thusiastic comments from audiences on short

features. Such two-reel subjects are God-
sends.” Lewis Sablosky, Stanley Co. of
America.

€J "Paramount-Christie comedies, playing
first run here, are getting receptions that
prove their popularity beyond a doubt. Just
what the fans relish most.” Capitol Theatre,
Winnipeg, Canada.

Join the happy family! Book Bobby
Vernon in "Short Socks,” "Crazy to
Fly” and "Wedding Wows”; Billy
Dooley in "Row, Sailor, Row”, "A
Moony Mariner” and "Easy Curves”;
Jimmie Adams in "Dr. Quack”, "Oh,
Mummy!” and "Ocean Blues”; Neal
Burns in "French Fried” and "Mad
Scrambles”; Jack Duffy in "Hot
Papa”; Anne Cornwall in "Scared
Pink” — to name but a few.

aoams

***£ CORN^V ^t*0lJFFY

That droll laugh-maker, Edward Everett Horton,
lias caught on big all over the country. No one like
him on the screen. He supplies a type of swift,
smooth, classy comedy that today’s smart public
loves. Here are some typical comments:

" The Paramounl-Horton comedy, 'No Publicity’, has just
completed a three weeks’ run at the Aldine Theatre, Phila-

delphia, which theatre, hy the way, has not run a two-reel
comedy in two seasons. Quality, excellent”. Stanley Co. of
America.

D"’No Publicity’ is line — different from the usual run of
comedies”. Rialto Theatre, Atlanta, Ga.

And not only "No Publicity” — hut "Behind the Counter”,
"Find the King”, "Horse Shy”, "Dad's Choice”, and "Scram-
bled Weddings”. Produced by Hollywood Productions.

Krazy Kat cartoons, from
the world-famous syndicated
newspaper feature, always
a high class screen short
reeler. J ’’Exceptionally
funny this year,” reports
Stanley Co. of America. 26 Iv.
K.’s on Paramount’s 100%
Program. Produced hy
Charles B. Mintz.

Q Cartoon antics of Ko-Ko the
Clown, Max and the other well-
known Inkwell Imps are
greeted with roars of delight
wherever screened. " Para-
mount’s Inkwells are superior
to anything this cartoon pro-
ducer ever turned out before,”
says Stanley Co.’s enthusiastic
report on Paramount’s whole
short features line-up. Pro-
duced hy Alfred Weiss.

fj "It marks a new era in short features”, said hard-boiled
Variety in reviewing Paramount’s striking and beautiful
novelty, "The Elegy”. "Congratulations on your novelty,
'A Short Tail.’ Pan it over the Stanley Circuit and audi-
ences applauded it — very unusual for short feature”, re-
ports Frank Buhler, managing director. Different,
dramatic gems — Paramount novelties have already made
a name for themselves and filled a gap. Besides the two
above, watch for "Fantasy”, "Toddles”, "Frenzy”, "Adora-
tion”. Produced hy Charles B. Mintz. A mark of distinc-
tion for the theatre that shows them.

paramount

news

Paramount News has achieved its high ambition. An ambi-
tion to serve the industry with a greater news reel, operating
on entirely new lines. Organized on improved principles,
larger world-wide staff, swifter means of news gathering and
forwarding. Exhibitors marvel that a news reel could be so
good, are amazed at our record of scoops. But there’s no
magic in it. Our system of operation produces scoops, exclu-
sive features, lightning fast production of world and local news automatically. No wonder our contracts have already reach
record figures. No wonder Paramount News has been the envy and despair of its rivals from the start! Read these comment

'

ij "We didn't have to he sold Paramount News after
seeing the first issues. We asked for it. You are setting
a pace that the other news reels will find it hard to fol-
low. Emanuel Cohen has always produced a good news
reel; now that he has the harking of Paramount, Para-
mount News will always lead the field.” Lago Vista
Enterprises, Eissimere, Fla.

"Congratulations on Paramount News, which we have
used from the first issue. For the first time to my
knowledge, patrons paused to remark on the news reel
and especially the beautiful photography.” H. W.
Robertson, Strand Theatre, Covington, Va.

"Paramount News best ever shown on any screen
he re. Starts off snappy, new style ending fine.” Union
City, Ind.

fj "Paramount News will unquestionably lead the field
as it has always done with its features.” Marcus Enter-
prises, Salt Lake City, Utah.

"Paramount has accomplished the unbelievable by
furnishing from the start the finest news reel ever
given theatres. It combines with the vital news shots

specially arranged subjects that are tremendously i
teresting”. Spyros Skouras, St. Louis, Mo.

"You have achieved a splendid reputation alrea< i
with Paramount News. Keep it up and Paramou
News will lead the world”. Frank L. Newman, L
Angeles.

q "Newspapers carried stories of exceptional servi
from Paramount News. Any exhibitor appreciates sue
service.” Dent Theatres, Inc., El Paso, Tex.

q "People astounded with speed with which Paramoui
News puts news events on the screen. Boosting you .
one of our big features in newspapers and billboards
Lincoln Theatre, Lincoln, Neb.

5 " Congratulations on Dixie baseball series scoo
Game finished at 5 o'clock, shown on screen at 7
Saenger Theatre, New Orleans.

Hundreds of other wires and letters testifying
supremacy of Paramount News in handling not on
front page stuff hut locals as well. A new and greati
news reel is on the iob!

Paramount short features — Christie comedies, Horton comedies, Paramount novelties, Kra2
Kat and Inkwell Imps eartoons. Paramount News — miles ahead of the field! Rounding out wit
Paramount feature specials and star pictures the program that has lifted Paramount’s supremac
higher than ever before. The whole show in the modern manner. Features and short featurt
for a new world

in a class

by itself

►ATHE'DeMILLE

has delivered

2 big hit$

Country

Doctor"

WITH

Rudolph Schildkraut

JUNIOR COGHLAN- VIRGINIA BRADFORD
and FRANK MARION

Screen play by BEULAH MARIE DIX Adapted from Stories by
IZOLA FORRESTER and MANN PAGE
Supervised by BERTRAM MILLHAUSER

Directed by RUPERT JULIAN

i i ’

COMES

with

Victor Varconi, May Robson and
Clarence Burton

From a story by

Lenore J. Coffee

Directed by

Lois Weber

LARENCE BURTON

bolt of the Year/
story of Broadway

Pathe Exchange. Inc.

Dc Miule Studio pictures - Pathe* news

m

Pathe” westerns - patheserials - Pathe'comedies

With

VIRGINIA BRADFORD
FRANK MARION, ALAN HALE
and SAM DE GRASSE

SUGGESTED BY

LONGFELLOW’S FAMOUS POEM
BY HARRY CARR AND JOHN FARROW

Directed by

ELMER CLIFTON

Paflie Exchange, Inc.

DCM.ILLE STUDIO PICTURES - PATHS HEWS

Foreign Distributors Producers International Corporation
130 West 46ih Street, New York.

PATHE' WESTERNS - PATHtSERI ALS - PATH E'COME DIES

October 22, 1927

EXHIBITORS HERALD

D

It makes them laugh ,

these Veteran Showmen-

men who have built theatre after theatre with the
Profits accrued from playing

FOX PICTURES

it makes them laugh to hear these Latter-Day Won-
ders discover the first principles of showmanship!

Long ago these Veteran Showmen of Fox Pictures
solved the problem. Fox Features, Fox News and
Fox Comedies on the same program turned the
trick — rolled up the hox-office totals, secured and

held steady patronage.

They know that

FOX PICTURES BUILD FORTUNES

For an Ideal Bill

Here’s Wealth to choose from

“EAST SIDE, WEST SIDE”

George O’Brien Virginia V alii

“7th HEAVEN” . .

Janet Gaynor Charles Farrell

“THE GAY RETREAT”

Sammy Cohen Ted McNamara

“HIGH SCHOOL HERO”

Sally Phipps Charles Paddock

“PAJAMAS”

Olive Borden

Lawrence Gray

Jerry Miley

TOM MIX

Westerns

JOHN GILBERT

Reissues

“WHAT PRICE GLORY”

Victor McLaglen Edmund Lowe Dolores Del Rio

“LOVES OF CARMEN”

Dolores Del Rio Victor McLaglen

“PUBLICITY MADNESS”

Lois Moran Edmund Lowe

“VERY CONFIDENTIAL”

Madge Bellamy

Patrick Michael Cunning Mary Duncan

“LADIES MUST DRESS”

Virginia Valli Lawrence Gray

Earle Foxe

BUCK JONES

Westerns

(Plenty more to come )

It's on the Univen

A George Melfor
Production

“The Bes

With Arthur Edmund Carew, Barbai
Bedford, Ian Keith, Charles Puff
Based on the play, “Diploma,” b
Emerich Foeldes.

New Picture on Broadway

We strongly recommend it. Mr. Veidt is a magnificent actor!”

— says Harriette Underhill
of the N. Y. Herald-Tribune

“A real gripping thriller. Full
of suspense and thrills.”

— Regina Cannon, N. Y. American

“A convincing and sincere
drama.”

— N. Y. Telegram

“Conrad Veidt is an excellent
actor.”

- — Rose Pelsunck, N. Y. Journal

“Mr. Veidt certainly can
Act!”

— /. H, The N. 7. World

“Conrad Veidt a stellar motion
picture player. Gripping!”

- — George Gerhard, N. Y. Eve. World

“Absorbing film fare. Conrad
Veidt scores at the Colony.”

Irene T hirer, N. Y. Daily News

“Mr. Veidt put life into his part
lending true suspense.”

— Mordaunt Hall, N. Y. Times

“Worthy of your prompt atten-
tion. Run — don’t walk — to the
Colony.”

— Radie Harris, N. Y. Telegraph

“A powerful drama. The supe-
rior of other Broadway open-
ings this week.”

— Jos. M’EIliott, N. Y. Daily Mirror

“The popular American audience
will patronize it.”

— Variety

Carl Laemmle presents

HEATEST ACTOR on Ihe screen!

Master Showmen of the
World Land the Attraction
Smash of the Hour!
Whole Colossal American
Legion ConventionTurned
into Year’s Mightiest
Comedy !

Dwarfing All Other Tie-
Ups in FBO History!

Featuring

Watch for Further
Sensational
A nnouncementsl

Sly

THANKS UNCLE )
SAM- YOU OUGHT
TO LOOK OVER THE
NEW LINE-UP-
W£ THINK ITS
OUR BEST VET

I WANT TO TAKE THIS OPPOR-
TUNITY IN BEHALF OF THE AMERICAN
.PEOPLE TO THANK METRO- GOLDWYN-
MAVER FOR THE SINCERITY AND EN-
THUSIASM WHICH YOU BROUGHT TO
THE MOTION PICTURE INDUSTRY.
GOOD PICTURES MAKE FOR HAPPI-
ER CITIZENS. ALL COMPANIES
HAVE BEEN SPURRED ON BY
.YOUR EXAMPLE. YOUNG BLOOD
BUILT AMERICA TOO /

"v

THE BIG CONFERENCE of
EXHIBITORS - '

PRODUCERS-
DISTRIBUTORS

/y

\

op

/ rg/e r

°*es M So T

se JU s

*<*r.

THE BIG PARADE
RIGHT NOW IS
BREAKING MORE
RECORDS THAN
ANY PICTURE
IN HISTORY

Pa °'

°e Py

r<*«.

Mo

hlte P> Utfi QHjt-

.**•0,***

>»/,; ;v'"" rw‘

**le a>. A* ^ a

l^M Pa C>s t'n o Qr*y >, er Mid

)ArMy^:S

RUTH HIATT

DAPHNE POLLARD

Wmsaeamm

ALMA BENNETT

CAROLLE LOMBARD

RAYMOND MCKEE

MARY ANN
JACKSON

HARRY LANODON

MACK SWAIN

JOHNNY BURKE

ACK SENNETT5
I THING BEAUTIES

BEN TURPIN

VERNON DENTer BILLY BEVAN

MADELINE

HURLOCK

WtSTlRNS - PATH i*lAI ALt - PATH tfCOMIOIl*

Patlie Exchange, Inc.

Oc Millk Studio pictures - PatweT news

Pat ME westerns - Patme serials - PatmecomeoiCS

Member of Motion Picture Producers and Distributors of America, Inc.
Will H. Hays, President

you want to know

why Pafhe has the

best comedies - screen
anyone oF these ***|
current knockouts I

BenTuipm

LOVE S LANGUID
LURE"

r FIRST ^
NATIONAL

has AH the
Hits in /

More Record! )kid/

NORMA TALMADGE-

rtAMiur

Held over at Palace, Montreal .... Great business at Stanton
Philadelphia . 2ndWeek at Grand, Minneapolis, beat the
first .... “Got off to flying start at Criterion, Los j
Angeles,” said Variety , and held over 2nd week, A
^ repeating success of first .... This beautiful
Ilk Paris romance from the world -famed

SKk novel and play hasn’t missed in a

single engagement ! . j

You can’t help doing the m

trade of your life with it. m

Brilliant

jjp ' Glamorous beauty in /^l

every shot .... Intrigue— lifl

suspense — daring! Two of
the handsomest lovers on the W[j

creen today, under George Fitz-
lurice’s showman-wise direction. iJkvB
^ jLicid up Loew’s State, Chicago, gross in
K f face of bad business all over town. yB|

Warfield, San Francisco “More than held its own,”
said Variety .

Reviewers say: — “Thrilling — different — ravishing — exquisite

r SPECIAL !

f

A GEORGE FIT/MAURICE PRODUCTION

ROfE Ol THE GCXDIN mil

WITH MARY ACTOR AMD ciieiRT roi and

f- tissVisE

it Making Good
on Ivery /
\ Promise/

N. Y. American said:-“Maynard
scores for daring riding ....
There is little doubt as to
the ultimate fan following
Ken will gather before
many more movie
moons . . . The pic*
ture’s bound to
entertain you!”

As arresting as a traffic signal.

Presents the startlingly different Woma
of Tomorrow.

It’s for every Woman who’s ev<
said —

“God, I wish I were a Man!

>r every Man who’s eve
said, “What’s the matt
with these Moder
Women?’’

Famous as a Boo
a Sensation as

Booking now

lonetfiiiic Me w

"THf

CRYSTAL
CUT"

with Dorothy Mackaill

AND Jack Mu Ifa 1 1

Hilt-Hull Hit/

wilti Tai-zan,tfie White
Wonder Wovse-m

"THI

RET RAIDER*

First-run in New York .... First-run any
where .... Great business and sweet
reviews in week’s play at famous
N.Y. Hippodrome.

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LQS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 33

Presentation Acts 35

The Theatre 44

The Film Mart 47

Classified Advertising 50

The Box Office Ticker _ 57

“What the Picture Did for Me’’ 51

FEATURES

Los Angeles, by Ray Murray.... 26

Pictorial Section 27

Re-Takes 26

Service Talks, by T. O. Service 46

Letters from Readers 49

Chicago, by W. W 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

DISTRIBUTORS at Trade Practice Conference grant exhib-
itors redress in rental agreement; Conferees set on plan to
draft new contract; Six rules modifying block booking agreed upon.

THE Trade Practice Conference, an Editorial by Martin J. Quig-
ley— Page of pictures of conferees — Committee elected to revise
uniform contract and rules of arbitration.

DEADLOCK on producer-owned theatres; Both sides to air views
in letters to Commission — Federal trade body studies “Six
Points” — Conference’s decisions bind entire industry.

THIRD bombing perils crowd in Twin City theatre strike; Pa-
trons in near panic ; Staff averts tragedy — Settlement reached at
Portland, Ore.

L) ROTESTS against bout film shipment
I ban grows; Newspapers join fight; Na-
tional Boxing Association prepares for
united campaign.

GOLF meet opens Michigan convention

Ohio exhibitors will discuss results

of Trade Practice conference at annual
meeting November 1 5 and 1 6.

DOG races illegal if patrons share win-
nings, says Minnesota attorney — •
Loew to operate Publix Theatres in Kan-
sas City Fire at New Alamo, Atlanta.

JACK COHN denies Columbia is con-
templating any merger; Cites in-
creased schedule and personnel and studio
expansion during steady growth.

TAR1VE against prizes in theatres

•*— ' dropped on exhibitor’s appeal Blue-

noses bar Sunday shows at Newberg, Ore.
Hughie Mack dead.

OORTLAND, Ore., sees overseating

ahead; New houses opening Irish film

agitation threatens new law to control
showing of pictures.

D' NGLAND eyes conference’s decisions,
J says Sam Harris of Cinema; British
publisher exchanges compliments with
Carl Laemmle at A. M. P. A. luncheon.

\ 7ERDICT against Sunday shows may

* close only theatre of Indiana town

Chicago American raises rates on motion
picture ads.

Box Office Record and Equipment Index
Is Section Two of This Week’s Issue

14

EXHIBITORS HERALD

October 22, 1927

EXHIBITORS

HER ALB

GJie independent ^Blm Qrade ^ aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week. The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI October 22, 1927 No. 6

Mr. Hearst Advocates Censorship

IN a signed editorial recently appearing in the Hearst
newspapers Mr. William Randolph Hearst makes an
appeal for federal censorship. Nothing more surprising
—and inconsistent — has taken place since the dawn of the
question of motion picture censorship.

Mr. Hearst is — or has been — one of the outstanding in-
tellects of his generation. As a publisher, and one of
the world’s greatest, the question of censorship in the
abstract is one with which he should he thoroughly
familiar. As a motion picture producer, which he has
been directly and indirectly for many years, it would be
expected of him to have an intelligent understanding of
the question of censorship and motion pictures.

But Mr. Hearst in his pronouncement for federal cen-
sorship reveals himself in an almost inconceivably absurd
position: He acknowledges the failure of all forms of
censorship which have yet been tried, yet bases hope on
a miraculous performance by a board constituted under
federal auspices. He says that censorship has failed be-
cause it has been “discouragingly unintelligent.” Yet he
would give to censorship a greater scope and authority,
apparently on the assumption that it would suddenly and
magically become intelligent. He states that in censor-
ship there is always the tendency to eliminate something
no matter how wholesome the picture may be, “the idea
apparently being that a censorship board must censor
under any and all circumstances.”

This latter point, eloquently proclaimed by Mr. Hearst,
would seem to he an argument lifted out of the text
of a tract against censorship; but no, it is incorporated in
his plea for federal censorship. It would almost seem
that Mr. Hearst, a towering genius for more than a score
of years, is beginning to get a little woozy.

If -X* is-

Mr. hearses voice, now added to the shrill pleas
of the professional reformers for federal censorship,
is a particularly unwelcomed annoyance at this time. His
pronouncement for federal censorship is a severe blow to
the industry and it could not come at a more inopportune
time.

Mr. Hearst must know — unless the fiction writers’ pic-
ture of Hollywood has left a devastating mark upon him
— that federal censorship would only add to the abuses
of the practice without any corresponding benefits either

to the public or to the industry. It would, of course,
standardize to some extent the abuses of censorship. But
standardized abuses strike us as no more desirable than
unstandardized abuses.

Mr. Hearst, who has always been a great advocate of
the sanctity of state’s rights, would now take this right of
censoring motion pictures away from the several states.
But here again the old Hearst intellect does not seem to
he functioning; the states are sovereign in their police
powers and even with a censorship law on the federal
statute we would have the same old state and local cen-
sorships, only added to the expense and machinery of a
national board.

Censorship, in principle, is either right or wrong; sound
or unsound. Censorship has failed because it is an im-
possible human task; because it is an attempt to legislate
morality into the people and because it tends to make the
world’s greatest instrument of entertainment a political
football. Censorship is wrong in principle and it is un-
sound in every operation it ever has had and ever will
have. By merely changing its form from city or state to
national does in no way cloak it in any new righteousness.

If Mr. Hearst’s word prevails and we have a federal
censorship law the industry will face a trying day. All
the political abuses of censorship will be multiplied. In
addition to national censorship we will not only have the
existing local and state censorships hut we will have a
great many more. Every community will argue that if it
really needs federal censorship it also should have its own
local censorship. The producer’s job will not be half
done when he has only made his pictures conform with
the national regulations.

In the midst of all of this there will he the same old
evasions open to producers who make stuff that the cen-
sors object to. The censor hoards will be influenced by
court orders or by other means and the cause of whole-
some entertainment will he handicapped instead of pro-
moted.

48- * *

WE believe that Mr. Hearst is genuinely interested
in promoting the cause of wholesome entertain-
ment, but he is taking the wrong means to this end. The
record shows that throughout his production activities he
has intensified upon sound entertainment to the exclu-
sion of the questionable. So Mr. Hearst’s sincerity, so
often questioned, may be assumed in this case.

In his argument for federal censorship Mr. Hearst in-
troduces the name of Mr. Louis B. Mayer and refers to
Air. Mayer’s recent statement on the desirability of purer
films.

This leads us directly into an added word to Mr. Hearst,
lest he suspect that we believe there is nothing wrong with
the present moral standard of pictures because we are op-
posed to censorship and want to see rather less than more
of it.

We do not question Mr. Mayer’s sincerity in pronounc-
ing for cleaner films but if we did not know him as well
as we do we would be driven to the belief that when the
producer of “The Flesh and the Devil” and “Twelve Miles
Out,” for two passing examples, makes a statement on
cleaner pictures he is talking for effect.

Pictures need cleaning up — and a lot of it— but at
Hollywood and not Washington. Producers are naturally
impelled primarily by the zeal to make greater entertain-
ment. This zeal must be tempered by a realization of
moral considerations.

The effort which Mr. Hearst has put forth on federal
censorship could with far greater profit to the cause of
more wholesome entertainment be expended within the
motion picture company with which he is affiliated, leav-
ing censorship agitation in its accustomed place in the
hands of professional reformers.

“The Trade Practice Conference,” by Martin J. Quigley — Page 17

October 22, 1927

EXHIBITORS HERALD

15

Distributors Grant Exhibitors
Redress in Renta! Agreement

Conferees Set o:
to Draft New

Factions Divided in Opinions on Outcome of Trade
Practice Conference in New York

The Results

Modified plan of block booking adopted at Trade Practice Con-
ference, although not in resolution form, ivhich precludes
action on this subject by the Federal Trade Commission should
terms of agreement not be adhered to.

Agreement among exhibitors and distributors to create a new
uniform contract, eliminating those provisions to which objec-
tion is note made.

By JOHN S. SPARGO

NEW YORK, Oct. 18. — The Trade Practice Conference, ordered by
the Federal Trade Commission, and in session here all of last week, ended
its session Saturday afternoon.

Whether the mountain, as represented in this instance by the motion
picture industry, labored for that week and brought forth a mouse, or
whether it accomplished some great and lasting good is a question that
is being answered differently from different quarters.

Will H. Hays, the producers, the distributors, the affiliated exhib-
itors are certain that much good will result from the conference.
Some of the independent exhibitors present are of the same opinion,
but there are many who do not feel that their cause gained much by
the week the delegates spent in New York.

Commissioner Abram S. Myers, Federal Trade Commission, before
whom the conference was held, expressed himself after the close of
the convention that some of the accomplishments of the conference
were substantial but not as much as he had hoped for.

The two big accomplishments of the conference, as seen from the
ground is that a new uniform contract will be drawn, and the present
system of block booking will be modified by six points yielded by the
distributors. The six points are printed herewith. The action taken on
the matter of the contract is described elsewhere in this issue.

The action taken on block booking came at the final session of the
conference, after the matter had been wrangled over on the floor of the
conference and in committee rooms for four days. On suggestion of
Commissioner Myers a joint committee had been named on Friday and
instructed that it was expected of them that some solution, or substitute
for block booking, would be worked out. This committee consisted of :
EXHIBITORS— Charles L. O’Reilly, T. O. C. C., New York; Nathan
Yamins, Fall River, Mass.; Fred Wehrenberg, St. Louis; Ben Beren-
stein, Los Angeles.

DISTRIBUTORS — /. Robert Rubin, Metro-Goldwyn-Mayer ; Attorney
Siegfried Hartman, Universal ; Clifford B. Hawley, First National;
J. I. Schnitzer, F B O.

ADVISORS — E. A. Schiller, Loew’s, Inc.; M. E. Comerford, chain theatre
owner; Leo Brecher, T. O. C. C., New York; Sol Raives, president,
T. O. C. C.

This committee labored late into the night and early the next morning
again took up the vexatious question, but without reaching any conclu-
sion until long after the time set for the opening of the final session of
the general conference which was 11 o’clock.

Commissioner Myers, who admits that he is not a motion picture man,
chafed under the delay and expressed himself in no uncertain terms that
he thought there could and should be more action.

Finally, after the opening of the session had been delayed nearly two
hours after the time set, Mr. Myers sent for Mr. Hays. The two went

( Continued on page 32)

The Six Rules on
Block Booking

Here are the six rules modify-
ing block booking, as agreed
upon by the Trade Practice con-
ference after presentation by J.
Robert Rubin, of the distributor
group :

!• block booking shall not be used
for the accomplishment of any il-
legal purposes.

2 No distributor will require as a
• condition of permitting an ex-
hibitor to lease its pictures that such
exhibitor shall also lease pictures of
another distributor.

3 If any exhibitor shall claim
• within a reasonable time prior
to the date fixed for the exhibition
of any picture included in any block
leased by him that such picture will
be offensive to the clientele of his
theatre because of racial or religious
subject matter, such claim shall be
arbitrated by the board of arbitration
of the proper zone, and, if sustained,
such exhibitor shall be relieved of ob-
ligation to take and pay for such pic-
ture.

A If any exhibitor who has pur-
clmsed an entire block of pic-
tures offered by any distributor so
elects within a reasonable time prior
to the date fixed for exhibition of
any picture included in such block,
such exhibitor may refuse to take
such picture by paying one-half the
allocated price therefor, provided
that the pictures so rejected out of
any block shall not exceed ten per
cent of the number included in such
block, and, if a rejected picture is re-
sold by the distributor, one-half the
net price received on such resale shall
be credited against the exhibitor’s ob-
ligation in respect of such picture up
to the amount of such obligation.

5 Reissues will not be included in
• any block with new pictures.

/ News reels and short subjects
'** will not be included in any block
with features and the lease of news
reels or short subject blocks shall not
be required as a condition of being
permitted to lease feature blocks or
vice versa.

The matters dealt with by para-
graphs three and four shall be covered
by appropriate provisions to be in-
cluded in the new uniform contract.

16

EXHIBITORS HERALD

October 22, 1927

Commissioner Abram S. Myers (left)
and S. Markham Flannery, director of
Trade Practice Conferences.

Four states’ exhibitors represented here,
ton, D. C.; Glenn Cross of Battle Creek,
Joe Walsh of Hartford, Conn.

(L to R) Julian Brylawski of Washing-
Mich.; Denny Harris of Pittsburgh, and

Ohio and Kentucky get together. (L to R) J. J. Harwood
of Cleveland, A. G. Hettesheimer of Cincinnati, and Godfrey
Kotzin of Covington, Ky.

From Coast to Coast. (L to R) C. G. Michaels and M.
Gallas, both San Francisco exhibitors, talk it over with Sid
Samuelson of Newton, N. J.

East and Southwest meet in exhibitors’ group. Here are (L to R) Sam Heffley,
Cameron, Texas; Fred Pickrel, Ponca City, Okla.; Joe Seider, Hightstown, N. J.,
and Col. H. A. Cole, Dallas, Texas.

From New York. A. C. Hyman (left)
of Niagara Falls, and L. A. Buettner
of Cohoes.

October 22, 1927

EXHIBITORS HERALD

17

Says 6 Points
Are Useful
As Wedge

By WILL WHITMORE

JACKSON, MICH., Oct. 18.—
Although the Trade Practice con-
ference “accomplished very little,”
it did afford exhibitors an excellent
opportunity to present their side
of the case and their grievances
against block booking, H. M.
Richey, business manager, said to-
day just before the opening of the
annual meeting of the M. P. T. O.
of Michigan, at the Hayes hotel.

“The six points, although exhibitors did
not present them as a resolution, because
the exhibitors were afraid it would
jeopardize their position, have the one
advantage of being a wedge with which to
force more advantages in the future,”
Richey declared. “This is the only advan-
tage gained by the six points for exhib-
itors.

“I am quite satisfied with the com-
mittee of six, composed of three pro-
ducer members and three exhibitor
members who were appointed to draw
up a new uniform contract. / was
unanimously elected secretary of this
committee. In case the committee
fails to agree on a new contract, a
seventh member will be appointed by
the supreme court. This arrangement
is perfectly satisfactory to me.”

James C. Ritter of Detroit declared :
“To me the conference was very disap-
pointing. The antagonism of each side
thwarted all chances for solutions of
block booking being made. Both the exhib-
itors and producers were animated with
the one desire to air their grievances rather
than offer solutions to the problems of
block booking. The Federal Trade Com-
mission as represented by A'bram Myers
showed definitely that block booking is
out. Myers would let neither side present
their grievances. He told them that the
conference had been called for the one
purpose of arriving at a solution of un-
fair trade practices.

Praises Myers’ Work
“I want to express my admiration for
the way Myers conducted the conference.
He has a thorough knowledge of the in-
dustry and conducted the conference with
remarkable competence. The producers
showed they have a great fear of federal
regulation of trade practices. In regard
to federal censorship of pictures as sug-
gested by an editorial by William Randolph
Hearst, I am afraid it would prove un-
satisfactory. However, I believe a federal
censorship would 'be preferable to state
censor boards.”

No action on the conference is expected
to be taken by the convention.

A great golf tournament marked the
opening day. Sixty members participated
with Alex Shrei'ber, Detroit ; C. E. Ken-
drick, Port Huron and T. D. Williams,
Detroit, among the winners.

350 Theatres Represented
Three hundred fifty theatres are repre-
sented at the convention with 192 delegates
present.

Representatives are here from the Texas,
Ohio and Pennsylvania Associations.

The Michigan Association added $13,000
to its surplus fund this year which in-
dicates the strength of the organization.

H. T. Hall of Detroit is being mentioned
prominently for next year’s president.

The Trade Practice
Conference

THE Trade Practice Conference, called by the Federal Trade Com-
mission and presided over by an official of that body, ended in
New York last Saturday with little or nothing in the way of ac-
complishment to record. It is true, that as far as Washington is con-
cerned the matter is not closed. In fact, the conference may lead even-
tually to far greater interference from government trade authorities
than anyone contemplated at the outset of the meeting.

The main issue before the conference was thought to be the question
of Block Booking. But it developed that this question was really not
before the conference at all; and that the Federal Trade Commission,
as represented by one of the members of that body, considers Block
Booking a closed issue.

The chief practical development of the meeting was the agreement
arrived at under which distributors are to offer a new form of the film
rental contract.

A second development came in a statement of Mr. J. Robert Rubin,
who acted as chairman of the distributors’ conference committee, in
which are recited “six points” which were offered as an “expression of
future policy.”

Point One recites that Block Booking will not be used for an illegal
purpose.

Point Two is quite extraordinary. It is as follows: “No distributor
will require as a condition of permitting an exhibitor to lease its pic-
tures that such exhibitor shall also lease pictures of another distribu-
tor.” This clause will be peered at very intently when it reaches official
Washington. It will undoubtedly excite considerable wonderment on
the point of what kind of a business the film business must be in which
there arrived an occasion for the making of such a statement of policy.

Point Three is intended to relieve an exhibitor from the necessity of
running any particular picture which affords grounds for racial or re-
ligious objection, provided he can get the local board of arbitration to
sustain him in his position.

Point Four would enable an exhibitor to reject not in excess of 10
per cent of the pictures purchased in a block through the payment of
one-half of the allocated price of the pictures. An added feature of
this point would be that in event of a resale of the pictures the origi-
nal purchaser would be credited with one-half of the resale prices.

Point Five simply excludes the grouping of reissues in blocks with new
pictures.

Point Six is definite and has a practical application. It provides against
the inclusion of short subject and news reels in blocks with features.

The conference revealed a distinctly divided industry, with produc-
ers, distributors and theatre circuit organizations meeting on but very
little common ground with independent theatre owners. No conclusive
agreements were reached on any of the important moot questions fac-
ing the industry.

The question of the public’s interests in the trade practices of the
industry came in for a certain amount of cursory attention at various
times throughout the meeting.

If the trade conference, just ended, is to have any practical effect or
lasting influence upon conditions in the industry it will only be through
subsequent action by the government, and not as the result of what
actually took place during the discussions. In fact, the primary pur-
pose of the conference was to provide the Federal Trade Commission
with sufficient current information to enable it to draft a code of ethics
which shaU be the guiding rule of the industry.

Because of the sharp differences of opinion among spokesmen for
the various branches of the business the commissioners are facing a dif-
ficult task and it will not be surprising if various of their findings are
sensational in their possible effect upon the future and the fortunes of
the industry.

— MARTIN J. QUIGLEY.

18

EXHIBITORS

HERALD

October 22, 1927

New Uniform Contract Is Voted

Committee Is Elected
To Map Changes in Code

Affiliated Exhibitors to Sit in Without Vote — Arbi-
tration Rule to Be Revised

Says Hays:

“The result of the conference is, of course, a material progress.
The industry s position on several matters heretofore not under-
stood is made definite and plain.”

(Special to the Herald)

NEW YORK, Oct. 18. — As one of the most important results
of the Federal Trade Practice Conference, a new uniform contract
will be drawn and put into use by all of the distributing companies.
This is to be worked out by a joint committee of exhibitors and dis-
tributors and is to be ready for use in time for the selling season of
1928-1929.

The subject was brought up early in the conference by a resolution pre-
sented by the unaffiliated exhibitors and objected to by the other three groups.
After considerable debate it was suggested by Commissioner Myers that the
several resolutions committees get together and try to work out something

that would be acceptable to all sides.

The uniform contract presented by the
exhibitor group, and which they for a
time threatened to stand pat upon, reads
as follows:

WHEREAS , it has been shown by past experience
that the present Standard Exhibition Contract now
being used by the members of the Motion Picture
Producers & Distributors of America , Inc., contains
clauses which are inequitable and which work
hardships upon the exhibitors, and

WHEREAS, it is the aim and purpose of exhib-
itors to obtain the best possible attraction for the
public and under terms and conditions so as best
to serve the public well, and

WHEREAS, under the present conditions under
which film is bought and sold, the exhibitor is not
certain as to what pictures will be delivered to him
and under what conditions, and at what times,
because of indefinite roadshow provisions and
other indefinite and inequitable clauses, and,

WHEREAS, under the present practice the exhib-
itor seemingly is given some rights but no cor-
responding remedies to enforce these rights under
the contract,

AND WHEREAS, this Standard Exhibition Con-
tract is the sole and only instrument by means of
which an exhibitor can lease motion picture films ,

NOW THEREFORE, be it resolved that this con-
dition constitutes an unfair trade practice.

Finally unofficial word came to the
conference floor that Will H. Hays had ap-
peared at the meeting of the exhibitoi
group with a proposition that would end
the deadlock and bring about a condi-
tion that would be pleasing to all con-
cerned.

Later in the day C. C. Pettijohn read
the following resolution, which was adopted
by the entire conference and accepted by
the commissioner :

WHEREAS, the motion picture industry recog-
nizes that commercial arbitration promotes good-
will, economy and better standards in business
and is endeavoring to develop in the most com-
plete way possible a system of arbitration for the
settlement of disputes between distributors and
exhibitors which will be both fair to all and
speedily expedient ; and

WHEREAS, it is the desire of all branches of
the industry to use a uniform exhibition contract
both to standardize its contractual relations and
to provide for such arbitration ; and

WHEREAS, it is the further desire of all
branches of the industry that the Standard Ex-
hibition Contract so providing for such system of
arbitration shall be as fair as possible at this
time and shall be changed or modified as from
time to time experience may demonstrate that it
should be changed, and the further desire that the
present provision of such contract and all future
changes or modifications therein shall themselves
be subject to arbitration, and the further desire
that the rules and regulations for the arbitration
of disputes arising under such contract shall be as
fair as possible at this time and shall be changed

or modified from time to time by arbitration as
experience may demonstrate and warrant that they
should be; and

WHEREAS, it is believed that changes can be
effected in such Standard Exhibition Con'.ract to im-
prove the same;

NOW THEREFORE, BE IT RESOLVED:

1 That to carry out the purposes of this reso-

* lution and the desire of all branches of the

industry to promote fair arbitration and con-
tractual relations, a committee of six shall be
immediately designated consisting of three mem-
bers chosen by the exhibitor delegates not affiliated
with any producer or distributor here assembled
and three members chosen by the Producer-Distribu-
tor delegates here assembled; that such committee
shall immediately institute a study of the provisions
of such Standard Exhibition Contract and the rules
for the arbitration provided for therein and
develop improvements in such contract and in
such rules for arbitration and develop a plan for
the further operation of such arbitration. In the
event the exhibitor members and producer-distrib-
utor members of said committee are unable to
agree, a seventh member of such committee shall
be designated , such seventh member to be chosen
unanimously by the six members and if such six
members cannot unanimously agree on such
seventh member, then the chief justice of the
Supreme Court of the United States shall be asked
by such committee to appoint its seventh member.

2 That after such adoption of such modified
Standard Exhibition Contract and such modi-
fied Rules of Arbitration, that it shall be the
further purpose of such committee to have
periodical considerations of both said contract and
rules for arbitration at consistent periods under
the plan therefor which said committee shall
develop to consider whether changes in such
Standard Exhibition Contract and arbitration rules
are warranted by experience, and at such periodical
deliberations the seventh member may be called
in for decisions.

O It is understood that such amended Standard
Exhibition Contract and amended rules of
arbitration shall be ready for use for the season
of 1928-29.

BE IT FURTHER RESOLVED that the use of a
Standard Uniform Contract providing for arbitra-
tion both of disputes arising out of said contract
and of the provisions of the contract itself, all
as herein set out, is a fair trade practice.

In the selection of the three members of
the contract revision committee, a spirited
election was indulged in by the entire
group. It was finally decided that the affil-
iated exhibitors should be represented in
the deliberations, but without the right to
vote.

The committee includes:

Exhibitors — R. R. Biechele, Ben Berenstein
and Nathan Yamins. Alternates — A. C. Rowe,
H. A. Cole and Joseph Walsh.

Affiliated exhibitors — E. A. Schiller, Harold
Franklin and Fred Desberg. Alternates — E. V.
Richards, Dan Michalove and Harry M. Crandall.

Distributors and Producers — Felix Feist, J. R.
Grainger and Phil Reisman.

PRODUCER

DELEGATES

Ascher, Small & Rogers, F. W . Beetson, Proxy.

Bray Productions Inc., proxy.

Chadwick Productions, Harry Thomas.

Christie Film Co., F. W' . Beetson, proxy.

Cecil B. DeMille Pictures Corp., John Flinn.

Distinctive Pictures Corp., Absent.

Eastman Kodak Co., Eugene Crystal.

Educational Film Exchange, E. W. Hammons.

Fairbanks Productions, Dennis O'Brien.

F B O Pictures Corp., J. P. Kennedy and Jos.
Schnilzer.

First National Pictures Inc., Richard A. Rowland,
Sam Spring and C. B. Hawley.

Fox Film Corp., J. R. Grainger and Percy Hellinger.

Samuel Goldwyn Inc., F. W. Beetson, proxy.

D. W. Griffiths Inc., D. W. Griffith.

Inspiration Pictures, F. W . Beetson , proxy.

Kane Productions, F. W. Beetson, proxy.

Buster Keeton Prod., Joseph Schenck and Dennis
O'Brien.

Kinogram Publishing Co., Capt. G. M. McBain.

Harold Lloyd Corp., F. W. Beetson, proxy.

Metro-Goldwyn-Mayer Distributing Corp., J. Robert
Rubin, Nicholas Schenck, Felix Feist and Louis
B. Mayer.

Metropolitan Pictures Corp., F. W. Beetson, proxy.

Paramount Famous Lasky Corp., S. R. Kent, Elek
John Ludvigh and Ralph Kohn.

Principal Pictures Corp., Irving Lesser.

Producers Distributing Corp., Philip Rei man and
John C. Flinn.

Pathe Exchange Inc., Elmer Pearson and Louis
Innerarity.

Hal E. Roach Studios, F. W. Beetson, proxy.

Sam Rork, Inc., F. W. Beetson, proxy.

Joseph Schenck Producing Inc., Joseph Schenck
and D. O'Brien.

Mack Sennett, Inc., F. W' . Beetson, proxy.

Gloria Swanson Productions, H. A. Moore.

Talmadge Productions Corp., Joseph Schenck and
Dennis O’Brien.

United Artists Corp., Albert Lichtrnan , Joseph
Schenck and Dennis O'Brien.

Universal Pictures Corp., R. H. Cochrane , Louis
Metzger and Siegfried Hartman.

Vitagraph Inc., Sam Morris, and H. L. Beresford.

Warner Brothers, Sam Morris and H. L. Beresford.

Jack White Comedy Corp., F. W. Beetson, proxy.

DISTRIBUTOR

DELEGATES

Capitol Exchange, Herman Gluckman.

Commonwealth Film Corp., Samuel Zierler.

Educational Film Exchange, E. W. Hammons and
C. E. Catlin.

F B O Pictures Corp., J. P. Kennedy and Joe
Schnitzer.

Fox Film Corp., J. R. Grainger and Percy Helliger.

First Division Pictures Inc., Harry Thomas.

First National Pictures Corp., Ned Depinet and
Samuel Spring.

Awyon Pictures, Melvin Hirsh.

Lumas Pictures Corp., B. A. Rogers.

Montague and McConville, Montague and McCon-
ville.

Metro-Goldwyn-Mayer Corp., Felix Feist and Robert
Rubin.

Pathe Exchang Inc., Elmer Pearson and Louis
Innerarity.

Producers Distributing Corp., Phil Reisman and
John Flinn.

Merit Film Corp., Harry Thomas.

Hollywood Pictures Inc., Jack Bellman.

Gotham Productions Inc., B. A. Rogers.

Masterpiece Productions, Ben Amsterdam.

Columbia Pictures Corp., Jack Cohn and S. K.
Brandon.

Tiffany Productions, M. H. Hoffman and Ed. Smith.

Paramount Famous Lasky Corp., Sidney Kent and
Elck John Ludvigh .

Universal Film Exchanges, Louis Metzger and
Siegfried Hartman.

Warner Brothers, Samuel Morris and H. L. Beres-
ford.

United Artists Corp., Albert Lichtrnan and D.
O'Brien.

Vitagraph Enc., Samuel Morris and H. L. Beresford.

DeLuxe Film Exchange, Oscar Neufeld.

(All other independent or regional distributor

members of the 32 Film Boards of Trade repre-
sented by proxy and power of attorney by C. C.

Pettijohn.)

October 22, 1927

EXHIBITORS HERALD

19

Deadlock on Producer Theatres

EXHIBITOR

DELEGATES

UNAFFILIATED

Albany— L. A . Buettner , Cohoes , N . V.; Meyer
Schine, Gloversville , A. Y.

Atlanta S. H. Borisky , Chattanooga , Tenn.

Boston —Stanley Sumner , Cambridge , Mass.;

Nathan Yamins , Fall River, Mass.

Buffalo— Jules Michaels, attorney; A. C. Hayman
( Sidney Pfeifer, Buffalo, by proxy, representing
all.)

Butte — None present.

Charlotte Charles W. Picquet , Pinehurst, N. C.

Chicago— Ludwig Siegel, Chicago, Jack Miller ,
Chicago .

Cincinnati—/!. Hettesheimer, Cincinnati.

Cleveland J. J. Harwood, Cleveland , H. H. Lustig,

Cleveland.

Dallas — H. A. Cole, Dallas, Sam Hefley , Cameron,
Tex.

Denver— E. A. Bishop, Denver, Max Shubach,
Denver.

Des Moines— E. P. Smith, Fort Dodge, Iowa;

Harry M. Weinberg, Des Moines.

Detroit — James C. Ritter , Detroit; Glenn A. Cross,
Battle Creek, Mich.

Indianapolis— Billy Conners, Marion, Ind., Frank J.
Rembusch, Indianapolis.

Kansas City, Mo.— R. R. Biechele, Kansas City ,
Kan.; A. F. Baker, Kansas City, Kan.

Los Angeles — N. B. Berenstein , President Los
Angeles M. P. T. O. Los Angeles.

Memphis, Little Rock— Cecil W. Cupp, Arkadelphia,
Ark.

Milwaukee W. A. Bauer, Milwaukee; A. C. Guten-

berg, Milwaukee.

Minneapolis— None present.

New Haven J. W. Walsh, Hartford, Conn.; Joseph

Shulman, Hartford, Conn.

New Orleans — D. L. Suddath, Natchitoches, La.;

C. J. Goodwin , Bastrop, La.

New Jersey— Sidney Samuelson, Newton. N. J.; Joe
Seider, Hightstown, N. J.

New York— J. Arthur Hirsch, New York City; Harry
Suchman, New York City.

Oklahoma City — E. W. Johnson, Tulsa; F. B.

Pickrel, Ponca City, Okla.

Omaha— C. E. Williams, Omaha; S. F. Kennedy,
Broken Bow, Neb.

Philadelphia— E. J. Goldman, Philadelphia; Lewen
Pizor, Philadelphia.

Pittsburgh— Nathan Friedberg, Pittsburgh ; Anthony
P. Jim, Pittsburgh.

Portland, Ore.^— G. T. Woodlaw, Portland.

St. Louis— Oscar C. Lehr, St. Louis; Fred
Wehrenberg, St. Louis.

Salt Lake City— Proxy by R. F. Woodhull.

San Francisco— Morris Gallos, San Francisco;

Charles Michaels, San Francisco.

Seattle— Ray A. Grombacher, Spokane ; J. M. Hone,
Seattle.

Washington, D. C.— Herman Blum, Baltimore ; J.
Louis Rome, Baltimore.

AFFILIATED

Griffiths Amusement Corp., J. H. Macfarland.
Rickerts & Nace Amusement Enterprises, Inc.,
F. L. Senff.

Naborhood Theatres Corp., Wesley E. Snyder.
Universal Chain Theatres Corp., Don Michaeloff .
Schine Theatres, Meyer Schine.

Balaban & Katz, Max Balaban.

Lubliner & Trinz, Ed. Sonnensheim.

Shea Operating Corp., Paramount Enterprises Inc.,
Maine & New Hampshire Theatres, Inc., A. C.
Keough.

A. E. Blank Theatres Corp., Consolidated Amuse-
ments Inc., Savannah Theatres Corp., F. L.
Metzler.

Skouras Super-Theatre Corp., Spyros Skouras.
Great States Theatres, Floyd Brockell.

E. J. Sparks Enterprises, Inc., W. S. Butterfield
Theatres Inc., Butterfield & Butterfield Theatres.
Inc., Marion Coles.

Publix Theatres, P. A. Raibourn.

Jefferson Amusement Co., Dent Theatres Inc., L. M.
Ash.

B. F. Keith Corp., Orpheum Circuit, Maurice
Goodman and Martin King.

F. F. Proctor Circuit, Wm. S. Hart.

Harris Amusement Co., L. A. Harris.

Loew’s Incorporated, Leopold Friedman and
Edward A. Schiller.

Loew’s Ohio Theatres, Fred Desberg .

( Continued on page 32)

Sides to Air Views in
Letters to Commission

Producers and Distributors Turn Down Own Com-
mittee’s Resolution After Exhibitors Indorse It

Says Myers:

“ The committee appointed to negotiate a new contract have
an opportunity to do much in the way of providing against con-
ditions that are now the subject of complaint”

(Special to the Herald)

NEW YORK, Oct. 18. — The matter of the acquisition of theatres
by producing and distributing companies, generally considered one
of the most important problems of the conference closely following
in importance the subject of block booking, was discussed at inter-
vals during several of the sessions.

Resolutions were presented by the exhibitor and distributor groups, but the
conference ended with no definite action taken, and no resolution agreed upon
for acceptance by the Federal Trade Commission. It was finally decided, late
in the closing session, to permit both sides to the controversy to communicate
their views to the Trade Commissioner by letter.

The matter was brought up by the ex-
hibitor group on the third day of the
conferences, through the following reso-
lution:

RESOLVED, That the building,
buying, leasing or otherwise acquiring
or threatening so to do, of any thea-
tre building or buildings, or theatre
or theatres, for the purpose and with
the intent, or with the effect of in-
timidating or coercing an exhibitor
or exhibitors of motion picture films
to lease or book and exhibit motion
picture films produced or offered for
lease or leased by a producer or dis-
tributor, or for the purpose and with
the intent or with the effect of in-
timidating or coercing an exhibitor or
exhibitors of motion picture films to
surrender his theatre holdings either
in whole or in part, is an unfair trade
practice.

This was objected to by the distribu-
tor group and Commissioner Myers in-
structed that the resolutions committee
of each group confer in an effort to draw
a resolution which would be acceptable
to both sides.

At the Friday session Joseph M. Sei-
der announced that J. Robert Rubin, of
the distributors, had drawn a resolution
which was accepted by the exhibitors.
He then read the following:

RESOLVED, That the acquisition
or operation by a producer or dis-

Code of Ethics Waits
For Month or Two

The code of ethics to be pro-
mulgated by the Federal Trade
Commission as a result of the
conference is not expected to be
issued for a month or two.

Commissioner Abram S. Myers
obtained a large amount of inf or-,
mation on the larger subjects such
as block booking, and this will be
turned over to the full Commis-
sion. Out of this information the
code of ethics will be shaped.

tributor in any manner of a motion
picture theatre in any territory, or
the exhibition of motion pictures by
a producer or distributor in a
place other than a theatre in
any territory, or threatening by
a producer or distributor to acquire or
operate a theatre in any territory, or
to exhibit pictures in a place other
than a theatre in any territory, not
in good faith to engage in the busi-
ness of exhibiting motion pictures for
profit in such territory or not in good
faith to advertise the pictures of such
producer or distributor in such ter-
ritory, but for the purpose and with
the intent of intimidating or coercing
an exhibitor or exhibitors in such ter-
ritory to lease, book or exhibit the
motion pictures of such producer or
distributor, or to sell or surrender to
such producer or distributor the thea-
tre interests of such exhibitor, or any
interest therein, is an unfair trade
practice.

Immediately there were several objec-
tions from the producer and distributor
sections. Mr. Seider pointed out that the
resolution had been prepared by the dis-
tributors and expressed surprise that
there should be objection to it from that
side of the house. Mr. Rubin appeared
equally surprised.

However, after much discussion the
resolution was sent back to the produc-
ers and distributors to be revamped, as
a number of them said they had not had
opportunity to consider it.

On the final day of the session the
resolution was brought up as unfin-
ished business. The producers and
distributors stated that they had not
had time to work out a new resolution
on the subject.

Harry Suchman, chairman of the ex-
hibitors resolution committee, then read
the exhibitors’ resolution into the record,
and apparently both sides are as far apart
as ever on this important question.

Announcement was made from the
conference floor by the chairmen of the
producer and distributor groups that
they concurred in the sentiment of the
exhibitors’ resolution, but not in the
verbiage in which it was presented.

20

EXHIBITORS HERALD

October 22, 1927

Commission Studies ‘Six Points’

Violators Subject to
Action by Commission

Rules Laid Down by Conference Become Law for All
If Board Indorses Them

( Washington Bureau of the Herald)

WASHINGTON, Oct. 18. — The Federal Trade Commission to-
day is faced with the task of determining whether the “six points”
agreed upon at the New York conference last week adequately cover
the question of block booking or whether the more detailed require-
ments of its order of last July against Paramount-Famous-Lasky are
to be imposed upon the industry.

Commissioner Abram F. Myers, who presided at the New York meeting,
is credited with having performed his task in a masterly manner and to have
made many friends for the commission among a group which heretofore has
considered it an antagonizing element.

Disappointed to some extent at the
failure of the meeting to ban book-
ing entirely, the commission never-
theless feels much good was accom-
plished in bringing the question out for
open discussion, and believes, also, that
the conference served to clear up some,
at least, of the perplexing points.

Will Get Report Soon
The commission shortly will receive
the report and recommendations of
Commissioner Myers. It then will have
to determine whether the conference
accomplished its purpose, and whether
the points there agreed upon can be
accepted as a code of ethics for the film
industry.

If the code cannot rest on this foun-
dation, the commission will have the
Paramount decision before it and,
upon receipt from that company of
the report required by the order ,
showing how the company ivill com-
ply with its provisions, will be able
to decide what step next to take.

The sixty-day extension granted in
September will expire November 8. If
the company reports it will not comply
with the order or fails to file a report,
the commission will decide whether the
courts are to be asked to enforce its
findings. If the sentiments expressed by
the New York conference are accepted
as a satisfactory code of ethics and
Paramount expresses its intention of
adhering to that code, no further action

will be necessary with respect to the
July decision.

Although not yet generally realized by
the industry, the rules laid down at the
New York conference, if approved by
the commission, will become the law
for all, and those who refuse or fail to
comply with their provisions will be sub-
ject to prosecution by the commission.

Similar conferences had been held with
more than 25 other industries.

Trade rules adopted in conference by a
substantial majority of an industry be-
come the rule of conduct for the entire
industry. Violations may be followed by
the issuance of a complaint, as in other
cases, investigations and hearings, and the
issuance of a proper order. In these cases,
however, the respondent is required to
show, not that the practices complained of
are not unfair, but that he has not violated
the code drafted by his own industry, the
fact that certain practices have been banned
by an industry being accepted by the com-
mission per se as unfair.

How Conference Operates

How the trade practice conference oper-
ates was explained at length by the Federal
Trade Commission in its last report to
Congress.

“A trade practice conference provides a
method of procedure whereby those en-
gaged in an industry or business may for-
mulate, under the direction or sanction of
the commission, their own rules of business
conduct,” it was stated.

Here Are Other
Resolutions
Accepted

( Special to the Herald)

NEW YORK, Oct. 18.— Among
other resolutions, in addition to
the major ones, on which spirited
arguments were engaged in, but
which finally were accepted by the
commissioner were the following:

fP'heras , under the rules governing the selec-
tion of Exhibitors Members of Boards of Arbitra-
tion in zones in which there is no actively operat-
ing exhibitor body , the exhibitors are selected or
apointed by the Film Board of Trade , and

Whereas^ under these conditions some Exhibitor
Members may be placed on such Boards of Arbitra-
tion precluding the possibility of a fair and im-
partial arbitration reference ,

Therefore Be It Resolved that the selection of
exhibitor members of Boards of Arbitration by
Film Boards of Trade be declared an unfair trade
practice , and

Be It Further Resolved that , in zones where
there is no actively operating exhibitor body , such
members be appointed only by , and with the con-
sent and approval of , the nearest exhibitor organ-
ization or by the M. P. T. O. A.

RESOLVED, that the substitution by a pro-
ducer or distributor, for any photoplay contracted
for by any exhibitor as the photoplay of a speci-
fied star or of a specified director, or as based
upon a specified story, book or play of any
photoplay in which such specified star does not
appear or which has not been directed by such
specified director, or which is not based upon
such specified story, book or play, as the case
may be, unless with the consent of the exhibitor,
is an unfair trade practice.

* * *

Resolved that the insertion of commer-
cial advertising for which compensation is
received, in motion picture productions
leased to exhibitors as entertainment, is an
unfair trade practice.

* * *

Resolved that the refusal of a distributor to
lease a photoplay or photoplays to an exhibitor
for exhibition within a reasonable time after its
prior run, shall be' considered an unfair trade
practice.

* * *

Resolved that the granting of protection with
the leasing or licensing of a film over a theatre
which is not in competition with the theatre so
licensed is an unfair trade practice.

* * *

The practice of transferring title to a theatre
without making an honest and sincere effort for
the transfering at the same time of existing con-
tracts, is an unfair trade practice.

The purchasing of photoplays for a
specific theatre which photoplays are used
in other theatres uncontracted for , com-
monly known as bicycling , is an unfair
trade practice.

* * *

Deliberately returning prints late, thus securing
additional exhibition time without payment of
rental therefor, or by reason of such delay, mak-
ing it impossible to ship such film to the next
customer who has it booked, is an unfair trade
practice.

* * *

Resolved that the giving of any gratuity either
by an exhibitor to a salesman, or a salesman to
an exhibitor in exchange for advantages not other-
wise procurable between buyer and seller either
in relation to the sale or booking of motion pic-
tures, is an unfair trade practice.

* * *

Resolved that the practice of contracting for
pictures for one theatre and using service at an
entirely different theatre than the one specified in
the contract, is an unfair trade practice.

* * *

Resolved that failure on the part of the ex-
hibitor to promptly report correctly the results
of percentage bookings, is an unfair trade prac-
tice.

* * *

Resolved that the use of buying power for the
purchase of more photoplays than an exhibitor
can consume, in order to deprive a competing
exhibitor of the opportunity of purchasing his
supply of photoplays, whether it be an attempt
to corner the market against such competing
exhibitor, or whether it be with the thought of
forcing a competing exhibitor out of business, or
the compelling of such competing exhibitor to sell
his theatre, is an unfair trade practice.

Material Progress Made, Hays Says;

Industry ys Stand on Problems Clear

Will H. Hays, president of the M. P. P. D. A., said after the conference :

“The result of the conference, of course, is a material progress. The
industry’s position on several matters heretofore not understood by many
is made definite and plain.

“The provision for the modification of the sales contract by arbitration
including the arbitration of all disputes under the contract and the en-
dorsement of the industry’s purpose to promote commercial arbitration is of
vast value. The motion picture industry could not stand the loss incident
to the possible litigation involved in ten million contractual relations every
year.

“The pronouncement of the distributor’s policy in relation to block book-
ing, agreed to unanimously by the exhibitors, is the complete assurance to
the public that in its operation this sales policy shall not be misused and
that any pictures which might possibly actually be offensive locally, by
reason of any racial or religious content, will not be shown; and that at
the same time there shall be no secession of the steady supply of good
pictures including those especially desired by the discriminating public.
And not the least accomplishment is the demonstration of constructive
cooperation.”

October 22, 1927

EXHIBITORS HERALD

21

Public Group Asks Clean Films

Commends Industry’s

Outline of Policies

Barred from Entering Discussions on Floor , Hands
Resolution to Commissioner Myers

(Special to the Herald)

NEW YORK, Oct. 18. — That the public was keenly interested in
the Federal Trade Practice conference held in New York last week,
is evidenced by the fact that representatives of many civic, educa-
tional and church societies were in attendance at every session.

At the close of the first day’s session these representatives formed them-
selves into an organization which became generally known as the “Public
Group.” Commissioner Myers ruled the first day of the conference that as
this was a motion picture conference no one outside of the industry would be
accorded the privilege of speaking from the floor. This prevented the Public
Group from participating in the discussions during the conference.

Constructive
Work, Says
T. O. C. C.

(Special to the Herald)

NEW YORK, Oct. i8.—The fol-
lowing official statement, issued by the
T. O. C. C. on the results of the con-
ference, zvas signed by J. Arthur
Hirscli as chairman:

For those who believed that a new
constitution could be written for the
industry in a week, the conference
might be considered a failure, but for
those who looked to it for a construc-
tive step towards such a constitution I
believe the conference proved itself a
success.

The outstanding accomplish-
ment, in my opinion, was the
agreement to give the exhibitors
an equal part in the writing of a
new contract.

The outstanding achievement
was the placing before the com-
mission of evidence that, unless
the present special privileges be-
ing enjoyed by the producer-
owned circuits were curtailed,
an eventual trustification of the
industry, through the elimination
of the independent exhibitor,
would take place.

The fact that a group of unorganized
exhibitors drawn from all parts of the
country could, within twenty-four hours,
agree upon the major unfair practices
that were affecting all, is significant
when compared to the failure of the
splendidly organized and prepared pro-
ducers to bring in one major practice
that was affecting them and that, when
confronted with the statement of facts
on these major ills, they became so di-
vided as to end the conference by re-
fusing to approve their own resolution.

The change from the spirit of arro-
gant obstinacy by the producers and of
sarcastic distrust by the exhibitors as
shown on the opening days of the con-
ference to the get-together policy that
was displayed at the final sessions is a
tribute to the genius, ability and fair-
ness of the presiding commissioner. To
us laymen, his chairmanship was a
mental treat.

A meeting was held Friday night by
the Public Group and the following was
handed in the next day to Commissioner
Myers:

“Moved by Mrs. Alonzo Richardson,
Secretary of the Board of Review of
Atlanta, Georgia, and seconded by Mr.
Lee F. Hanmer, Director of the Recrea-
tion Department of the Russell Sage
Foundation, New York City, that this
public group, which formed voluntarily
at the conclusion of the first day’s ses-
sion of the Trade Practice conference
of the motion picture industry in New
York City for the purpose of discussing
the action taken by the industry, and
with a view to expressing its opinions
upon those subjects in which the public
has a valid interest, if, and when, the
Federal Trade Commission so desired
(which opinions, however, in no way
were to commit the organizations with
which the individuals here gathered are
affiliated), do herewith record itself as
favorable to a broad interpretation of
policies outlined for the motion picture
industry, particularly with reference to
those principles of self-government
which the industry has wisely set up
for its own direction, in contradistinc-
tion to any and all programs of political,
or legal supervision.

“And further, that the group commend
the following specified resolutions which
were introduced and adopted unanimous-
ly by the producers, distributors and ex-
hibitors attending the Trade Practice

conference, which, in the substance, in-
sure:

“That books and plays containing
objectionable subject matter shall not
be produced on the motion picture
screen.

“That the screen shall not lend it-
self to suggestions of willful flaunting
of laws, ridicule of clergy or races, or
to dissemination of salaciousness or
profanity.

“That there shall be an uninter-
rupted flow of pictures wherever they
are not in direct competition with
regularly operated motion picture
theatres.

“This motion was made and carried by
the public group.

The chairman who signed the state-
ment was Col. Roy W. Winton, Man-
aging Director and Secretary, Amateur
Cinema League. The secretary was
Mrs. Malcolm Parker MacCoy, Motion
Picture Chairman of the N. Y. State
Federation of Women’s Clubs.

This Public Group is composed of the
following individuals:

Rev. Harry Myers, Secretary, Motion Picture
Division, Northern Baptist Convention.

Miss Eva J. Boh, International Federation of
Catholic Alumnae.

Lee F. Hanmer, Director of the Recreation De-
partment, Russell Sage Foundation.

Mrs. Harry Lilly, Director of Public Relations,
Outdoor Advertising Association.

Mrs. Lillian Sire, President, National Women’s
Democratic Club.

Miss Edna Wakefield, New York County Chap-
ter, American Red Cross.

Mrs. Joseph Kendrick Butler, State Chairman

( Continued on page 32)

Ohio Exhibitors to
Air Parley Results
at Meet Nov . 15-16

(Special to the Herald)

COLLIMBTJS, Oct., 18 — One of the chief
questions to be considered at the annual
convention of the Motion Picture Theatre
Owners of Ohio, to be held November
15-16 at the Deshler-Wallick Hotel here,
will be the conclusions reached by the
Federal Trade Commission now meeting-
in New York City.

New England Association Frolics

BOSTON. — The New England Bookers’ Asso-
ciation will hold its first social gathering of the
season Oct. 28 with a Hallowe’en party at Can-
ton, Mass.

Establishing of Contact Is Important

Result of Conference , Declares Myers

Commissioner Abram S. Myers, after the close of the Trade Practice con-
ference, made the following statement :

"In the matter of formal resolutions adopted, the accomplishments of the
conferences were substained but not full as I had hoped they might be.

"The committee appointed to negotiate a new contract have an opportunity
to do much in the way of providing against conditions that are now the
subject of complaint, and thus add to the tangible benefits of the conference.

"No industry can be , said to be in a healthy, happy condition so long as
the largest group numerically feels that it is victimized or exploited by the
other branch, and to the extent that such misunderstanding results from
lack of acquaintance, it can be largely overcome by association and con-
ference.

“A very important result of the conference has been the contact estab-
lished between the several groups, which will continue during the negotia-
tions for a new contract.

"All branches manifested a cooperative spirit."

22

EXHIBITORS HERALD

October 22, 1927

NEW YORK. — Broadway moved over
to the Trade Practice Confer-
ence for the week; Denny Harris, of
Pittsburgh, an “orphan” the first day,
moved along among the affiliated ex-
hibitors and became a “step-child”. . . .
Billy Connors put Marion, Ind., on the map
by showing himself a livewire talker on
every resolution that came up. . . . Jack
Miller, Chicago, also proved his retiring
nature by allowing no resolution or any-
thing to get by without talking on it. . . .
Jules Michaels and Charlie Hayman, of the
Buffalo zone, were the Siamese twins,
Damon & Pythias, Castor & Pollux, or
what have you. . . . Fred Desberg,

silver tongued orator from Cleveland,
proved himself a Demosthenes as chair-
man of the affiliated exhibitors. . . .

Meyer Schine, finding himself tainted as
an affiliated, got peeved and didn’t show up
for a full day. . . . Harry Bernstein, of
Richmond, Va., showed up for a day, left
his proxy and pulled out for home. . . .
Ben Berenstein almost lost a bet on
whether or not the press would be allowed
to attend the meetings of the exhibitor
group. . . . Glenn Cross, of Michigan,
looked more like a successful banker than
a successful theatre owner, but what’s the
difference when they both have money. . . .
Sidney Samuelson, of Newton, N. J., pre-
pared a resolution on trade paper adver-
tising but the resolutions committee
wouldn’t let him introduce it. . .

/. Robert Rubin, Ned Depinet and Felix
Feist broke even on a vote of the feminine
visitors on the handsomest man among the
distributor group. . . . Mike Comerford
was a regular attendant at every session
and if he had anything to say didn’t say it
out loud. . . . S. H. Borisky, of Chat-
tanooga, early evinced a desire to work and
after that wasn’t given any opportunity to
loaf. . . . Jack Harwood, of Cleveland,

was the sartorial star of the conference,
wearing a different suit every day and
some of them very ice-creamy. . . . Harry
Suchman, of New York, chairman of the
resolutions committee of the exhibitors
group, was about the busiest bird at the
conference. . . . Joe Quittner, of Middle-
town, couldn’t see why Sydney Cohen
shouldn’t speak if Will Hays was granted
that courtesy. . . .Col E, A. Schiller, of
Loew’s, surprised his friends with a regu-
lar Ciceronian philippic in speaking
against a proposed exhibitor resolution.
. . . Harold Franklin told the commis-
sioner that he was manager of a chain of
235 theatres and was asked if he was
afraid of competition. . . . Fred W ehren-
berg, of St. Louis, was' there with a fine
baritone voice in seconding many of the
motions. . . . Joe Walsh and Joe Shulman,
competitors in business at Hartford, Conn.,
stood shoulder to shoulder in every vote in
the exhibitor group. . . . /. Louis Rome,
dapper attorney for the Maryland League,
held the proxies and did all the voting for
the Baltimore delegates. . . . Louis B.
Mayer served as chairman of the producers
divisrion and got most of his resolutions
through without any objection on the part
of the exhibitors. . . . Fred Beetson, the
Hays Coast representative, was the proxiest
delegate present and voted early and often
on every roll call of the producers division.
Commissioner Myers became so exasper-
ated over dilatory tactics that he almost
said “damn” in open meeting.

— SPARGO.

“Jesse James” at Rialto

Fred Thomson’ s newly
completed production for
Paramount marks his first
appearance on Broadway in
an extended run. Likewise it
is the initial appearance of a
Western in one of large
houses on the Big Street.

October 22, 1927

EXHIBITORS HERALD

23

Third Bombing Perils Crowd
In Twin City Theatre Strike

Patrons in Near Panic;
Staff Averts Tragedy

Settlement Reached at Portland, Ore. — Ten Thea-
tres Stand Pat at New Bedford, Mass.

(Special to the Herald)

MINNEAPOLIS, Oct. 18. — Patrols of special police are guarding all
58 theatres in Minneapolis, following the third bombing in the Twin Cities
in the last two weeks in the theatre strike. Through an emergency fund
of $15,000 granted Mayor George E. Leach of Minneapolis, all theatres
now have a 24-hour protection.

Crowded Theatre Bombed

The latest outrage was the setting off of a bomb at Finkelstein &
Rubens Forest theatre in St. Paul when the theatre was filled with patrons.
The audience was thrown into a near-panic and only quick work by the
manager and ushers prevented several from being injured in the rush for
the doors. One woman was slightly hurt. Police found no trace of the
dynamiters.

Loexv to Operate
Publix Theatres
In Kansas City

(Special to the Herald)

NEW YORK, Oct. 18. — It became
known officially here today that before
the end of the present month Publix
will end its theatre operation in Kansas
City by turning the Newman and Royal
theatres over to Loew’s, Inc. The new
Midland, which is being built by Sham-
berg & Wolf, is expected to be com-
pleted October 28 and will be operated
by Loew. By an agreement reached
here some time ago Publix will retire
from Kansas City on the opening of the
Midland, leaving the field to Loew.

The theatre, costing $4,000,000 and with
a seating capacity of 4,000, will be one of
the largest in the Loew chain. The audi-
torium is of the ornate stNe of Louis XIV.
The stage is equipped with an inner stage
built upon an elevator, and the entire
theatre has every modern equipment.

Drive Against Prizes
In Theatres Dropped
On Exhibitor’s Appeal

(Special to the Herald)

NEW ORLEANS, Oct. 18.— No fur-
ther efforts have been made by either
the district attorney’s office or the police
to enforce the Louisiana lottery law as
it relates to the issuing of coupons for
prizes in motion picture theatres, after
protests made by local exhibitors,
started by R. J. Burnet, owner and op-
erator of the Harlequin theatre, who
appealed to Mayor O’Keefe, when he
charged with issuing stubs to patrons
and was awarding prizes to holders of
winning coupons.

Bluenoses Bar Sunday
Shows at Newberg, Ore.

(Special to the Herald)

NEWBERG, ORE., Oct. 18.— “Blue
Law” rule was invoked here recently by
the resurrection of an old city ordinance
which prohibits the sale of any mer-
chandise or the opening of amusement
houses during church services. Protest
was made to the city council with the
result that an ordinance which closed the
theatre from 10 to 12 a. m. and 7 to 9
p. m. was dug up.

The Forest theatre bombing took place
only 20 hours after an explosive had been
set off at the rear of the Logan theatre,
owned by W. A. Steffes, head of the
M. P. T. O. Similar bombs were used
in each case.

The bombing of the Steffes theatre
took place only a few hours after
theatre owners and strike leaders had
adjourned a meeting at which pros-
pects of settling the strike had ap-
peared to be bright. Exhibitors then
called off negotiations and appealed to
Mayor Leach and Chief of Police
Frank E. Brunskill, who promised
them immediate protection. The
mayor called a special meeting of the
city council and appealed for addi-
tional funds to provide special police
for the theatres.

Prospects of settling the five weeks’
strike of operators, stagehands and musi-
cians still appear to be distant. A com-
mittee of five aldermen was appointed to
confer with both sides in the strike issue.
After several hours of discussion this con-
ference adjourned. The aldermen saw the
deadlock was too strong for them to
break but offered their services as
mediators.

Exhibitors’ Compromise Rejected

The theatre owners then made a com-
promise proposal offering advances in
salary. This proposal was turned down
Thursday night by the strikers.

The strikers Friday made a counter
proposal to return under the former

working agreements providing the own-
ers would promise them increases reach-
ing 14 2/7 per cent at the end of three
years.

Oscar Finson, a striking assistant
property man at the Pantages theatre,
was arrested last week and charged with
disorderly conduct, as the resuslt of a
stench bomb he is alleged to have
thrown in the Orpheum theatre. The
contents of the bomb struck a small girl
in the face.

Portland Agreement Signed

(Special to the Herald)

^ PORTLAND, ORE., Oct. 18.— R. C.
Shelton, secretary of the Theatrical
Federation, has concluded negotiations
with the West Coast theatres and with
the Orpheum, Pantages Music Box,
Helig and Columbia theatres, and signed
an agreement for three years to Sept.
1, 1930.

The agreement provides for a con-
tinuance for another year of the wage
scales effective for the past year, with
an increase of $5 a week Sept. 3, 1928,
and that scale to continue for two years.
This part of the agreement applies to all
crafts except the janitors, whose rate is
fixed at $5 a day. and the musicians, who
are conducting separate negotiations.

Ten Theatres Stand Pat

( Special to the Herald)

NEW BEDFORD, MASS., Oct. 18.—
Ten theatres have declined to sign an
agreement with the unions relating to
employment. At one theatre the orches-
tra walked out.

Prosperity Exposition

Hurts B.O. Receipts

( Special to the Herald)

u SAN ANTONIO, Oct. 18.— The first
“prosperity exposition” ever held in San
Antonio is in full swing this week. First
showing here of Mary Pickford’s “Spar-
rows,” at IS and 25 cents at the exposition,
added to the blow to theatres.

$2,500 Atlanta Fire
at New Alamo Theatre

(Special to the Herald)

ATLANTA, Oct. 18 — Fire destroyed $2,-
500 worth of projection booth equipment at
the New Alamo No. 2 theatre here Thurs-
day.

Dog Races Illegal If Patrons Share

Winnings, Says Minnesota Attorney

(Special to the Herald)

MINNEAPOLIS, Oct. 18. — Proposals of Twin City promotors to estab-
lish dog racing as a sport in Minnesota received a set back today when Clif-
ford L. Hilton, attorney general of the state ruled that such races, where
spectators shared in the winnings of the dogs, constituted gambling.

The opinion was handed down at the request for a ruling by the Minnesota
State Fair board to whom a proposal to conduct races had been made by
J. A. Numero of the Hippodrome Kennel club.

Numero proposed that spectators at the races would contribute sums of
money toward the prize money for the dogs and after prizes had been paid
the dogs winning first, second and third places, the residue, if any, would be
paid those holding receipts as contributors. The distribution would be made
in a fixed proportion of the percentages of those holding receipts bearing the
entry numbers of the winning dogs. The last phase of the plan constitutes
gambling. Attorney Hilton ruled, and is contrary to the laws of Minnesota.

24

EXHIBITORS HERALD

October 22, 1927

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MAP OF PORTLAND’S DOWNTOWN THEATRES

Portland, Ore., Sees Overseating
Ahead; New Houses Opening

Municipal Auditorium Also Goes Into Picture Business — All Neigh-
borhoods Already Well Supplied

(Special to the Herald)

PORTLAND, ORE., Oct. 18. — Overseating soon will be a definite
problem of Portland, with several large and new theatres to be opened
this fall. In addition, a number of other houses have been remodeled,
bringing an increase in seating capacity. Already the various neighbor-
hoods are well supplied with theatres.

THE downtown section escaped over-
seating this summer due to the clos-
ing of three houses during the hot
months. Now the problem is reassert-
ing itself, however. The new Publix
will seat 3,000. Then, too, the Munici-
pal Auditorium with its 3,500 seats is
being used this season for some road-
shows, and as a consequence the total
receipts of straight motion picture thea-
tres are expected to show some holes
because of the pull of the Auditorium.
The Auditorium opened with “Old Iron-
sides” late in August. The Orpheum,
United Artists and Liberty are among
the large first-run houses.

West Coast Circuit Strong
West Coast Theatres, Inc., has a
strong hold on the Portland downtown
theatre situation. The Broadway, Port-
land, Publix and Liberty are owned by
West Coast. The Peoples (second-run),
Rivoli and United Artists are owned
jointly by West Coast and J. J. Parker.

The Columbia is a Universal house
with Bert Levy manager and one of the
youngest managers in the country. The
Blue Mouse, owned by John Hamrick,
has installed the Vitaphone and changes
program each two weeks, the other
downtown houses changing their fea-
ture each Friday.

36 Neighborhood Theatres
There are 36 neighborhood theatres,
with Portland’s total population esti-
mated at 350,000. All these neighbor-
hood houses seat from 200 to 500, with
the exception of the Hollywood and the
Bagdad, each seating 1,500, and the Bob
White and the State, each having about
850 capacity.

Following is a list of the neighbor-
hood theatres with addresses:

Alameda, 920 Alberta St.

American, 240 1st St.

Bagdad, 1100 Hawthorne, G. V. Hile, Man-
ager.

Bob White, 6423 Foster Road.

Capitol, Multnomah, Ore.

Casino, 285 Burnside.

Chaldean, 1710 Denver.

Clinton, 812 Clinton.

Egyptian, 519 Union No.

Gay, 805 Mississippi.

Geller, I., 1065 Union No.

Granada, 1930 E. Gilsan.

Hawthorne, 707 Hawthorne.

Highway, 1425 Sandy Blvd. Uppdedroff,
Mgr. Rosev/ay.

Hollywood, 1196 Sandy. G. H. Christof-
fers, Mgr.

Home, 122 Grand Ave.

Hudson-Colonial, 1168 Albina.

Irvington, 577 E. Broadway.

Jefferson.

Laurelhurst, 27 E. 28tli N.

Lincoln, 563 3rd St.

Moreland, 1360 Milwaukee.

Nob Hill, 194 N. 23rd.

Oregon, 1054 Division.

Princess, 27 N. 6th.

Rex, 267% Morrison.

Rose, 112 Lombard.

Roseway, Sandy, Uppdegrof.

Sellwood, 1620 E. 13th.

State, 148 N. 21st St.

Sunnyside, 1040% Belmont.

Union, 14 N. 3rd.

Venetian, 115 N. Jersey.

Victoria, 667 Alberta.

Walnut Park. 1065 Union N.

Yeager, 5940 92nd S. E.

Hughie Mack Dead

( Special to the Herald)

SANTA MONICA, Cal., Oct. 18—
Hughie Mack, film comedian is dead. He
started his career with the late John Bunny
and Flora Fitch 20 years ago.

Telegraph Drive by
F B O Breaks Sales
Record for Company

(Special to the Herald)

NEW YORK, Oct. 18. — As a result of
a telegraphic drive conducted by Joseph
P. Kennedy, president of F B 0 Pic-

Joseph P. Kennedy Lee Marcus

tures, all previous records for the sale
of F B O product have been completely
smashed during the last three weeks,
with more product sold during this time
than ever before for a like period since
the inception of the company.

Lee Marcus, general sales manager,
returned last week from an unusually
successful trip through the Middle West-
ern states. He reports that one of the
biggest of the last three weeks was con-
sumated by J. Frank Shea, West Coast
division manager, when he closed with
the Pantages circuit for “Moon of
Israel” and “The Racing Romeo” for
all the theatres on the circuit comprising
seven cities.

Distributors Awarded
$1,870 in Unusual Suit

( Special to the Herald)

PHILADELPHIA, Oct. 18.— The Pro-
ducers Distributing Corporation ob-
tained an unusual verdict here of $1,870
on an award rendered by the Board of
Arbitration of Philadelphia. The distrib-
utor had an agreement with the Sunbury
& Selinsgrove Railway Company for fif-
teen pictures, among them being “Plell’s
Highroad,” which was shown three times.
The railroad refused to return the lat-
ter until a $50 deposit should be re-
turned by the distributors. The matter
was submitted to the arbitration board,
who returned a verdict in favor of the
distributors. Over a month passed and
after a bitterly contested trial a jury
also gave a verdict for the distributors
to the sum of $1,870, the railroad being
charged $20 a day for the time it re-
tained the film.

Directors and Writers

Signed by Tiffany

(Special to the Herald)

NEW YORK, Oct. 18. — The following
directors have been named by M. H.
Hoffman, vice-president of Tiffany Pro-
ductions, Inc., to handle the 24 produc-
tions planned for 1927-28: Phil Rosen,
Marcel DeSano, George Archainbaud,
Louis J. Gasnier and King Baggott.

Five writers newly signed for the
scenario department are Olga Printzlau,
Gertrude Orr, Peter Milne, Frances Hy-
land and John Francis Natteford.

Dickinson Joins Langdon

(Special to the Herald)

HOLLYWOOD, Oct. 18.— Weed Dick-
inson has been appointed director of
publicity of the Langdon Company at
First National studios.

October 22, 1927

EXHIBITORS HERALD

25

Chicago American Raises
Motion Picture Ad Rates

On Nov. 1, The Chicago Even-
ing American will raise motion
picture theatre advertising rates,
the highest raise being 23 cents
a line. For all theatres having a
seating capacity of not more than
2000 seats the rates will be raised
from 52 to 65 cents a line. For
all theatres with a seating cap-
acity exceeding 2000 seats, the
rate will be raised to 75 cents a
line. Advertising of all loop mo-
tion pictures theatres, irrespective
of size, will be raised to 75 cents.

Verdict Against Show
on Sunday May Close
Town’s Only Theatre

(Special to the Herald)

WARSAW, IND., Oct. 18.— Frank
Parrish, who operates the Cosmus thea-
tre at Milford, Ind., was arrested and
tried at Warsaw last Thursday for
operating his theatre on Sunday. It de-
veloped from the evidence that the prose-
cution was unable to find anyone in Mil-
ford who would file a complaint, so a
woman in Warsaw, 20 miles from Mil-
ford, was induced to do so, and upon
her affidavit Parrish was arraigned and
the case tried before a jury which ren-
dered a verdict of guilty and fixed the
fine at five dollars and costs. The statute
under which the action was brought
reads, in part and in substance, as fol-
lows: “It shall be unlawful for any per-
son over the age of 14 years to engage
in his usual vocation on Sunday, and
upon conviction therefor shall be fined
not less than one dollar nor more than
10 dollars.”

The verdict will probably mean the
closing of Parrish’s theatre, as the
town is too small to permit of a con-
tinuance of the business without the
privilege of Sunday shows, and addi-
tional affidavits have been filed against
him.

Freihofer Goes Ahead
with Philadelphia House

(Special to the Herald)

PHILADELPHIA, Oct. 18. — Rivalry
between the Stanley Company of Amer-
ica and the William Freihofer interests,
believed some time ago to have been
overcome by a friendly agreement be-
tween the interests, has apparently
broken out anew. Mr. Freihofer is
going ahead with the construction of his
theatre at 69th and Ashby Road, Upper
Darby, a suburb of Philadelphia, directly
across the street from the house being
erected by the Stanley Company. This
will give that section three large houses
within a radius of two blocks.

Jack Cohn Denies Columbia
Is Considering Any Merger

Cites Increase to 30 Productions, Enlargement of Plant Twice
in Past Year by Purchase of Additional Studios,
Expansion of Exchange Systems

(Special to the Herald)

NEW YORK, Oct. 18. — Columbia Pictures Corporation is not con-
sidering consolidation with any other company, Jack Cohn, treasurer,
announced this week, declaring that reports to that effect are without
foundation.

Says Independent Policy Will Maintain

Mr. Cohn declared that Columbia’s present position as a national organi-
zation of recognized importance was attained by gradual and solid develop-
ment and that the company’s plans for further expansion and growth can
best be brought to fruition by continuing its present policies and without
any merger of any kind.

The Herald in its “The Studio” issue of
October 8 carried the story of an announce-

ment by Sam Sax
Coast that his first
work would be to
settle terms with
Harry Cohn
whereby Gotham
and Columbia
would make and
sell pictures under
one banner.

his arrival on the

Jack Cohn

Jack Cohn, in
denying that any
consolidation is
contemplated, de-
clared that Co-
lumbia is “now
recognized by the
exhibitors as one
Harry Cohn 0f the outstanding

producing and distributing organizations
in the business, as has been evidenced
by the reception offered our product by
all manner of theatres, starting with the
Roxy and including practically all the
big circuits in the country.”

“No further proof that we are finan-
cially sound and sufficient unto ourselves
is needed,” he said, “than the following-
facts: Following our policy of a yearly
increase in production schedule, we are
now offering 30 features, six more than
during the past year, and are now laying
plans for an increased program for the
following year. Twice during the past
year we have enlarged our personally
owned producing plant by purchasing ad-
ditional studios to take care of increased
production.

“We now have our own exchanges in
practically every important key city in
the country, the latest addition being the
five West Coast exchanges.

“Three men that originally started the
company — Joe Brandt, Harry Cohn and
myself — are still giving their personal at-
tention to the interests of Columbia.
Harry Cohn is in complete charge of
production, while the executive and sales
duties are in the hands of Mr. Brandt
and myself.

“In conclusion, I may say that never
in the history of Columbia have we been
so financially sound.”

Bonuses for New Ideas

Columbia, now embarking on its great-
est production schedule and with addi-
tional personnel in all departments be-
cause of its growth due to cooperation,
is offering bonuses for new ideas, Vice-
president Harry Cohn announced at a
recent staff dinner in Hollywood. New
stages and other buildings are planned,
he said.

It also was announced that Columbia
has bought Albert Payson Terhune’s
story “The Hero.”

U. 5. Official Lauds
Work of Trade Papers
and Picture Industry

In an address before the Associated
Business Paper Editors of Chicago,
given Tuesday, Dr. Julius Klein, direc-
tor of the Bureau of Foreign and Do-
mestic Commerce, lauded the work of
business papers and the advancement of
the motion picture industry. He de-
clared that the business and trade papers
have served to check waste and ineffi-
ciency in modern industry. In referring
to the advance in industry he cited as
an example the motion picture industry.

Albert Lee Strode Dies

(Special to the Herald)

KANSAS CITY, Oct. 18.— Albert Lee
Strode, 64 years old, one of the old-
est theatrical veterans in Kansas City,
djed last week in the General hospital,
Kansas City, following a stroke of par-
alysis.

Del Rio Entertains

(Special to the Herald)

HOLLYWOOD, Oct. 18. — Dolores
Del Rio dedicated a new bungalow on
Tec Art lot Saturday afternoon by en-
tertaining press and trade representa-
tives.

Irish Films Agitation Threatens New

Law to Control Showing of Pictures

(Special to the Herald)

NEW YORK, Oct. 18. — Acting Mayor Joseph V. McKee, president of
the Board of Aldermen of New York, and acting Mayor, during the absence
of Mayor Walker, last week threw a scare into motion picture theatre
circles. McKee was visited by the members of the American Irish Vigil-
ance Committee who protested against certain films being shown in the city.

Investigation by McKee showed that under the present city ordinances
there was no power granting action on such protests. McKee at once
proposed an ordinance amendment which would give the Commissioner of
Licenses power to cancel the license of a theatre showing pictures which
are immoral, indecent, or tend to ridicule or arouse contempt for any
creed or nationality.

26

EXHIBITORS HERALD

October 22, 1927

Re-Takes

Tower Opens to Pretentious
Audience of Film Folk

Bancroft Clashes with Paramount on Salary Agreement — Jack Ford to
Direct “ Hangman’s House ” for Fox
By DOUGLAS HODGES

IOS ANGELES, Oct. 13. — The Tower theatre was opened pretentious-
ly October 12 with David Kirkland’s “Gingham Girl” as the film
attraction. It is said to be a million dollar theatre and the most
expensive house for its size in the United States. It seats 1,000 and boasts
every modern convenience.

I- NICHELSTEPPER lias been given
.1 • the management of the theatre
while R. L. Gunbiener heads the theatre
company. The architect is S. Charles
Lee, who is responsible for many of
the novel ideas utilized in the new
building.

Among the equipment is a $60,000
Wurlitzer organ. The policy is straight
pictures with no presentation acts.

* * *

Cortez to W ork Abroad

Ricardo Cortez, who has found jobs
scarce in the past few months, explained
his planned European trip last week in
the fact that he will do two pictures in
Europe. Leonce Perret has engaged
him. He left the Coast October 15 with
his wife, Alma Rubens and Winifred
Hart.

* * *

Lois Wilson has again been chosen for
a role by Robert Kane. He has assigned
her to the lead in “French Dressing”
which will be begun next week at First
National.

* * *

Jack Dempsey and his wife, Estelle
Taylor, returned to Los Angeles October
14 after stopping at Salt Lake City sev-
eral days.

5|C jJC jfc

Bancroft Versus Paramount

George Bancroft’s contract ended last
week and Paramount notified him the
company would take up his option.
Bancroft looked again at the box office
reports of “Underworld” and at the
modest salary he felt he was receiving.
Then he rebelled. The report has it
that ensuing moments were vociferous.

Reports from the Lasky publicists say
Bancroft showed newly revealed tem-
perament. Bancroft threatens to leave
this country to work if his demands are
not met. He has been cast as the star
in “Honky Tonk” but another actor is
already being considered to fill any aris-
ing vacancy.

Louis B. Mayer over at M-G-M has
issued a statement saying any actor
guilty of Temperament will be dismissed
at once.

Byrne Story for Ford

Jack Ford’s next Fox picture, to follow
“Grandma Bernle,” will be “Hangman’s
House,” one of Don Byrne’s best novels.
It is an Irish story by an Irish author
and will be directed by an Irish director.
His choice for the lead role is Olive
Borden.

* * *

Mike Levee has been made a produc-
tion supervisor on “A Woman Disputed,”
which is Norma Talmadge’s next picture
for United Artists.

* * *

Tom Mix carried Tom Ken-
nedy, ex-pugilist, from the Egyp-
tian theatre to the Montmartre,
(300 yards) on his shoulders
Tuesday afternoon. It was Tom’s
way of paying his fight bet to
Tom. At the Montmartre the din-
ner was on Mr. Mix and “every-
body” sat at his table.

* * *

The size of players’ actual salaries has
led to numerous exaggerations about
them which have brought many people
outside Hollywood to believe that any-
one on a contract is assured of at least
five or six hundred dollars a week. An
example of that fallacy is in the case of
Lucille Miller who last week signed a
contract to play in Mack Sennett come-
dies at the salary of $60 a week. Various
options are in it which make it possible
for her to bring her salary up to $325
a week after four or five years.

* * *

“ Blood Ship 99 in Met

Columbia’s picture, “The Blood Ship,”
will open at the Metropolitan theatre
here next week while the company’s
“Alias the Lone Wolf” will open at
Loew’s State.

* * *

W. H. Clune, who operated a “nickel-
odeon” on Broadway in the days that
Marcus Loew was struggling along, is
suffering from toxic poisoning at the Los
Angeles Athletic Club.

HOLLYWOOD. — Well, there’s another
vacation in the discard. A week in
the woods is a great bracer, where
stately tall pines take the place of stately
tall buildings and studios. Of course if
you want to hear all about the trout I
caught and those that got away, I’ll
make a special appointment for you.

* * *

Met a young fellow who admits he’s 80
years old, who goes fishing every day
on Lake Arrowhead, and always comes
home with a fine mess. He thinks Will
Rogers is a great philosopher, that Presi-
dent Coolidge should be our permanent
president and doesn’t see how these
directors ever finish a picture, it all seems
like such a jumbled mess. He likes pic-
tures but likes rowing a boat and fishing
better.

* * *

Big Improvement

I see where a chap in New York has
invented an electrical device that will do
the housework, stoke the furnace and
close doors when you talk to it over the
telephone. That beats some servants.

* * *

A Hurried Exit

In Mexico when a president chooses to
run he has to decide quickly which way
to run.

* * *

Same Old Subjects

That trade conference held in New
York is going to take all the pep out of
the next exhibitors’ convention. They
discussed block bookings and chain thea-
tres, favorite convention subjects.

* * *

Had Her Putter

I note Ruth Elder wore a golf suit
when she sailed across the Atlantic in
“The American Girl.” She probably
thought she could make a “putt, putt”
boat out of the airplane when it came
down.

* * *

Proper and Fitting

One of our big department stores cele-
brated “Fire Prevention Week” by sell-
ing cigar lighters cheap.

* * *

Hurry, Henry

If Henry Ford doesn’t bring out that
new model soon there’s going to be a
terrible business stagnation. Everybody
is talking about it and nobody’s doing
any work.

* * *

Famous Last Words

“We’ll bust up the game at 12 o’clock
sharp.”

* * *

What’s good for sunburn, Meadows?

— R. M.

Blue Laws of St Louis Suburb Stop

Benefit Show for Tornado Sufferers

(Special to the Herald)

ST. LOUIS, Oct. 18. — The needs of 6,300 people in St. Louis who were
affected by the recent tornado were not sufficient cause for Webster Groves,
a suburb of St. Louis, to suspend its drastic blue law that restrains the
showing of pictures on Sunday.

When several hundred people went to the Ozark theatre Sunday, Oct. 9,
to see a benefit show, they found the theatre dark. The manager announcd
that the city council had refused him permission to hold the show. Practi-
cally the entire population of the suburb works in St. Louis.

The sum of $1,103.26 was turned into the relief fund by Charles H. Turpin,
manager of the Booker Washington, a negro theatre, as the proceeds of a
relief benefit show sponsored by Turpin, James McMahon, Langston Harri-
son, William Robinson of the Orpheum Circuit and Poro College. The
theatrical and motion picture benefit show that was to have been given
Oct. 21 has been called off because sufficient funds, amounting to about
$850,000, have already been obtained.

Screen Writing Gives
One Liberal Education

(Special to the Herald)

HOLLYWOOD, Oct. 18.— Is
screen writing an education? Bess
Meredyth believes so and she
should know, having brought
more than one hundred stories to
the screen. She bases her belief
on Che fact that so much re-
search has to be done on every
story, whether it is modern or
period.

October 22, 1927

EXHIBITORS HERALD

27

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of October 22

by

the Camera

Beauty and the witch. Es-
ther Ralston, Paramount
star celebrates between
scenes of “The Jazz Or-
phan.”

June still sweeps most precincts on the matrimonial bal-
lot but California is living up to its reputation as an
“insurgent,” judging from the fall weddings. Kathryn
McGuire was married recently to George Landy, director
of First National’s West Coast publicity.

Edna May, extra, played a
bit in Johnny Hines’ “Home
Made,” First National. Now
she’s his lead in the next
picture he’s to make.

Colonel Charles A. Lindbergh’s personality keeps undimin-
ished the popularity he won by his Atlantic flight. At
Hollywood he recently was guest at a breakfast luncheon.
Here he is with Marion Davies and Louis B. Mayer, vice-
president of M-G-M. William Haines is behind Miss Davies.

First National’s West Coast studio, with its efficient organ-
ization, is typical of the progress of American industry,
James J. Davis, secretary of labor, said after visiting thei
Culver City plant. Colleen Moore and Mickey Neilan
(left) helped entertain the cabinet member.

28

EXHIBITORS HERALD

October 22, 1927

No, Babe Ruth did not do his World Series circuit-clouting with this bludgeon.
At least, not unless he did some Indian giving and took it back from Harold
Lloyd, to whom he presented it after making his sixtieth homerun for a world
record. (L to R) John L. Murphy, the Babe, Lloyd and Ted Wilde, directing
Paramount’s “Speedy.”

Charlotte Greenwood, of the stage,
takes her eccentric dancing before
the Klieg lights in “Baby Mine,”
M-G-M production directed by Lew
Lipton former gagman.

He’s just a “meaow-er” but when he
grows up — ! “Colonel Lindbergh”
is held by Sally Rand, playing op-
posite Hoot Gibson in Universal’s
“Galloping Fury.”

W. C. Fields went from Paramount’s “The Side Show” cast to a plaster paris
cast for six weeks as a result of a truck collision with Field’s bicycle. He did not
expect the accident when this picture was taken. May Wirth, circus rider, is
assisting Chester Conklin to Field’s shoulder while Lillian Leitzel, aerial per.
former, gives Fields her support.

October 22, 1927

EXHIBITORS HERALD

29

Marie Dressier, of musical comedy
fame, dons the purple of the screen
for “Breakfast at Sunrise,” which
Mai St. Clair directed for First Na-
tional.

“Full speed ahead,” M. H. Hoffman, vice-president of Tiffany, tells his pro-
duction assistants. The executive was photographed with George Archainbaud
(Right) and Sidney Algiers. Archainbaud now is directing “Night Life,” a
Viennese story in which leading roles are taken by Alice Day, John Harron and
Eddie Gribbon. Algiers is production manager assisting the director.

Albert Rogell manipulates a screen test for players for “The Shepherd of the
Hills,” which he is directing for First National. As a result of this test, Marion
Douglas and Matthew Betz (middle) were among those chosen for the cast.
“The Shepherd of the Hills” is being made from the Harold Bell Wright “best
seller” novel.

He apparently isn’t a swearing polly
because Sharon Lynn’s smile in-
dicates he is saying very nice things.
Miss Lynn was in F B O’s “Jake the
Plumber.”

30

EXHIBITORS HERALD October 22, 1927

England Eyes Conference Acts,
Says Sam Harris of Cinema

British Publisher Exchanges Compliments ivith Carl Laemmle at
A. M. P. A. Luncheon — Motion Picture Club Dines
By JOHN S. SPARGO

NEW YORK, Oct. 18. — While American producers and distributors
and exhibitors were frantically endeavoring to compose at the be-
hest of the Federal Trade Commission their own trade practices,
Mr. Sam Harris, owner and proprietor of Cinema, one of the leading
British trade publications, was telling a large and interested gathering at
the A. M. P. A. luncheon the way these same practices have been arranged
in Great Britain.

BRUCE GALLUP, presiding at his
first meeting since his election as
president, introduced Paul Gulick, toast-
master. Since Carl Laemmle, a close
friend of Mr. Harris, was present and
since Mr. Laemmle was one of the im-
mortals elected last year by the A. M.
P. A., the Universal president was intro-
duced and made a very happy speech in
appreciation of the honor the A. M. P. A.
had bestowed upon him, and told them
of his friendship and admiration of Mr.
Harris. Mr. Harris reciprocated by
paralleling the kind things that Mr.
Laemmle had said about him. Mr. Har-
ris also stated he was just beginning to
understand the American language.
Spending $135,000 on Problem
“My first impressions of New York,’’
said Mr. Harris, “were that there is any
amount of money and that no one knows
quite how to spend it fast enough, either
in erecting high buildings or in spending
it at pleasure at night.”

Mr. Harris mentioned that he was con-
cerned in the business of real estate, of
selling and valuing 85 per cent of the
motion picture houses and that his sales
and valuations during the past sixteen
years had totalled over eighty million
dollars. He referred to the existing
troubles of the American trade and to
the fact that 300 men were spending nine
hours a day, totaling 2,700 hours, which,
multiplied by five days, equals 13,500
hours, at $10 a day average, equaling
$135,000 being expended in endeavoring
to unravel the problems of the trade.

He referred also to the fact that Eng-
land has spent nearly two years in carry-
ing out the same work but that it was
arranged by committees.

All films must be trade shown be-
fore being booked.

Every film must be registered.

They must be screened within six
months after the date of trade shout-
ing.

Not more than one film must be
booked at any one time.

The penalty for every infringement
is $500.

Mr. Harris advised caution in the ac-
quirement of circuits of theatres in Eng-
land. He pointed out that Metro-Gold-
wyn-Mayer had purchased the holding
of Sir William Jury and that company
was thought to have holdings in various
motion picture houses; also that there
was a rumor that First National had
purchased large holdings in P. C. T.,
which owns nearly 100 theatres, and in
Pathe’s.

He referred to the serious discussions
taking place before the Federal Trade
Commission regarding producers acquir-
ing further holdings in theatres in Amer-
ica, and said England would be sure to
take notice of such discussions and very
likely adopt precautionary measures.
Motion Picture Club Acts

The first legal and authorized steps in
the history of the Motion Picture Club

of New York were taken last Thursday
at a luncheon of the charter members
and those who signed the charter. The
action taken was legal in this respect,
that it was authorized by a charter
granted October 3. This was the first
meeting since that charter had been
granted.

The first action taken was on a reso-
lution presented by Howard Tierney and
seconded by Paul Gulick, that ten men
who signed the charter which was
granted in Albany should constitute a
temporary membership committee for
the purpose of passing upon the quali-
fications for membership of those who
have already sent in their $100 initiation
fee. These ten men are A1 Lichtman,
Arthur Loew, Arthur Stebbins, Victor
Shapiro, William Johnston, Bruce Gal-
lup, Walter Moore, William Brandt, Lee
Ochs and David Chatkin. Inasmuch as
Mr. Stebbins and Mr. Arthur Loew are
both in Europe, it was determined that
a quorum of this membership committee
should be constituted bv any six mem-
bers of the ten.

Five Locations Discussed

In the absence of the treasurer and
the chairman of the membership com-
mittee, applications for charter member-
ship, which will be closed very soon,
should be sent to Bruce Gallup, secretary
pro tern, 729 Seventh avenue, and should
be received by him before the next meet-

Girl Begins Ride Across
Continent on Horse

(Special to the Herald)

NEW YORK, Oct. 18.-Von-
ceil Viking, 22, blonde and pretty,
the daughter of a New Mexico
ranchman, left New York on
horseback for Los Angeles last
Thursday, as the result of a
qualify wager said to be for $25,-
000 with the Marquis of Donegal,
noted Irish sportsman, in which
she will attempt to prove to the
Marquis that modern American
girls, under their lip-sticks, rouge
and jazz, have the same energy
and daring which their grand-
mothers displayed.

If she succeeds, and under the
terms of the wager she must trot,
canter or gallop her mount every
foot of the way and finish in 120
days, she will win three rewards.
In addition to the $25,000 wager,
she will win the record title of
the first woman to cross the con-
tinent on horseback, and she very
likely will win a place on the
screen. Ted Wells, Universal
western star has telegraphed her
an offer as his leading lady, and
Carl Laemmle has seconded the
offer.

ing of the club, October 27, 7 p. m., at
the Hotel Astor.

Five locations for the club, two in
hotels in the theatrical district, and one
in a hotel not yet completed which could
be fitted up satisfactorily for club pur-
poses, and two in office buildings where
restaurant facilities are already in exis-
tence, were discussed by the club and
laid over for such action as may be taken
by the charter members after they have
been officially elected to membership.

* * *

Hall Completes Two More

You can’t keep these live ones down.
Take a peep at Hal Hall, who formerly
was director of publicity for First Na-
tional at its New York studios, and last
winter deserted publicity and became a
motion picture director. He has com-
pleted two more “Color Classics” for
Tiffany release. They are two Indian
pictures called “Scarface” and “The
Bridal of Pennacook.” Both these pic-
tures are in technicolor, and were shot
in Glacier Park, Montana, with Black-
foot Indians for atmosphere.

* * *

Schenck Goes to London

Joseph M. Schenck, president and
chairman of the Board of Directors of
United Artists, sailed from New York
on the Berengaria last Tuesday for Lon-
don.

Mr. Schenck will be abroad for four
weeks on United Artists business and ex-
pects to visit United Artists’ branches in
European capitals.

* * *

The Actors Equity Association an-
nounces its Annal Ball to be held at the
Hotel Astor, Saturday evening, Novem-
ber 12. George Le Guere, who has been
general manager of nearly all Equity en-
tertainments, again will have charge.
Business offices are at 45 West 47th
street.

* * *

Monte Blue, Warner Brothers star,
stepped off the Century Friday for a
ten days’ stay in New York. He’s seeing
the latest shows and otherwise enjoying
himself.

* * *

G. E. Quigley Honored

G. E. Quigley, new vice-president of
Vitaphone, is proud of the new desk in
his office. It was presented to him at
a luncheon this week given by his former
associates of the Western Electric Co.
* * *

Nat Nathanson, president of Hi-Mark
Productions, Inc., has left for the Coast
where he will start production of the
new serial to be known as “Ace of the
Clouds.”

House Records Fall as
Mrs. Wallace Reid Tours

(Special to the Herald)

NEW YORK, Oct. 18.— According to
announcements from Gotham Produc-
tions, Mrs. Wallace Reid is leaving a
train of broken house records in her per-
sonal tour im conjunction with Gotham's
picture “The Satin Woman,” in which
she is also starred. She will end her
tour December 17, in order to start film-
ing another Gotham picture, “Hell Ship
Bronson.”

Five Sterlings Sold to
Hungary and Rumania

(Special to the Herald)

NEW YORK, Oct. 18 — Sterling Pictures
announce the sale of five productions to
Hungary and Rumania. The first Sterling
release for 1927-28, “Stranded,” has been
sold to the Stanley-Crandall circuit for
showing in the Central theatre in Wash-
ington, D. C.

October 22, 1927

EXHIBITORS HERALD

31

Protests on Bout Films Ban
Grow; Newspapers Join Fight

Members of National Boxing Association Prepare United
Campaign — Inconsistent Rulings in Various States
Multiply — Injunction in Chicago

Concentration of demand for the erasure of the antiquated law prohibit-
ing interstate shipment of fight films is evidenced in developments of the
past week.

National Association Prepares Fight

Members of the National Boxing Association, which opened a three days
convention this week at Toledo, are preparing for a concerted move to
have the law wiped off the statute books. The delegates, who represent
the athletic commissions of 24 states, voiced the sentiment that if it is legal
to conduct boxing contests in those states it certainly should be just as
legal for the patrons of such contests to witness motion pictures of bouts
staged in other states.

British F-N Official
Denies T ruth of All
Rumors of Mergers

British Film Men Honor Sam
Warner — British Company
Makes War Picture

( Special to the Herald)

LONDON, Oct. 18. — E. Bruce John-
son, head of First National affairs in the
United Kingdom, last week issued a
statement denying all rumors to the
effect that First National was negotiat-
ing a merger with P. C. T. whereby the
company would gain control of certain
British theatres. But, in spite of the
denial, there is still a strong belief in
trade circles that there is to be some
sort of merger. However, Lord Ash-
field, chairman of P. C. T., says there
is not a word of truth in the rumor and
not the remotest possibility of the mer-
ger occurring.

* * *

Smith Leaves Pathe

It is announced this week that Hed-
ley F. M. Smith, managing director of
Pathe Freres Cinema, Ltd., has resigned.

In view of the close association of the
Pathe concern with the recent merger
stories, Smith’s resignation is arousing
further speculation as to whether further
developments will follow. Joseph P.
Kennedy, president of F B O of Amer-
ica, strongly denies that his concern is
contemplating a fusion with Pathe and
First National, as freely talked of in
Wardour Street.

* * *

Joe Brandt on the Continent

Joe Brandt of Columbia left this week
for the Continent with F. A. Enders,
head of F B O, which firm distributes
Columbia product in Great Britain. It
is understood the purpose of their visit
is to carry the Columbia product into
Belgium, Germany, and Italy, and they
are going to Brussels, Paris, Barcelona,
Rome, Milan, Vienna, Prague, Berlin,
Copenhagen, Stockholm and Christiana.

“Finnegan’s Ball,”

First Division, Wins
Endorsement of Hays

(Special to the Herald)

NEW YORK, Oct. 18. — In a letter to
I. E. Chadwick of First Division Dis-
tributors, Carl E. Milliken, secretary to
Will Hays, says:

“Please accept our appreciation of
your more than generous cooperation in
re-editing your picture ‘Finnegan’s Ball’
in accordance with the critical sugges-
tions which have come to 11s from in-
terested folk. We are hopeful that it
may contribute toward the generous
public support that the entertainment
value of ‘Finnegan’s Ball’ merits.”

Paramount Pep Club
Officers for 1928
Installed at Banquet

( Special to the Herald )

NEW YORK, Oct. 18. — At the annual
banquet of the Paramount Pep Club
the following officers were installed
for 1928: President, Vincent Trotta;
vice-president, Joseph R. Sweeney;
treasurer, Arthur Leonard; secretary,
Catherine Kent. The board of gover-
nors include Eugene J. Zukor, Palmer
Hall Stilson, Belle Goldstein, Joseph R.
Wood, Joseph P. McLaughlin, William
S. Mclllvain, Arthur Dunne, Chalmers S.
Traw and Rebeckah Shuman.

Many newspapers are criticizing the
law. The Elgin Courier-News says: “We
can’t see just why, if the Tunney-Demp-
sey fight was all right for those to see
who could afford to pay $40 a seat to
view it, it isn’t right for the rest of the
world to see moving pictures of this
great fistic event at 50 cents per ticket.”
A writer in the Chicago American de-
clares: “We are a wonderful people.

They can yap the details of the late
fight all over the world and get by.
Somebody shows a moving picture in an-
other state and gets pinched.” An edi-
torial in the St. Louis Post-Dispatch
asserts that “a more futile attempt to
attack prize fighting could hardly be
imagined, not one based upon a more
fallacious argument.” And a writer in
the Chicago Tribune charged that “that
law is just another of those suppressions
of personal liberty which is breaking
down our respect for all law.”

Meantime the confusion of incon-
sistent rulings in various states assert-
ed itself anew in a number of actions
in various parts of the country. “ Boot-

Man Eating Lunch
Holds-up 35 Autos

(Special to the Herald)

DES MOINES, Oct. 18.—
Thirty-five automobile loads of
red hot imprecations, sizzling an-
athemas and other unprecedented
combinations of deluxe swear
words failed to move the hard
hearted driver of a team of
horses hired by the county to pull
cars through an impassable de-
tour around a bridge, near Rein-
beck, la., until he had successfully
“sat out’’ his sacred noon hour,
several days ago.

W. O. Galloway, booker and of-
fice manager for Educational
Films exchange here and second
in the long line of cars waiting
at the bridge, gave a graphic ac-
count of the happening, when he
finally managed to negotiate a
series of mud lakes, mud holes
and bottomless roads before
reaching home Saturday.

Galloway reports that business
is positively wrecked for many
Iowa theatres in rainy weather
due to the poor roads. He cited
the disaster to the county fair at
Toledo where a triple vaude i
ville act had been engaged for
$1200 for four days. It rained
and the £rst night’s house netted
$59.

legging” of fight pictures was the sub-
ject of an unusual order in Chicago
from Corporation Counsel Ettelson to
Chief of Police Michael Hughes to
stop exhibitions which violate a court
injunction.

This action followed the granting of
an injunction by Judge Hugo Friend
restraining the Marks Brothers and the
National Theatres corporations from
showing the official pictures of the Tun-
ney-Dempsey bout, the writ being issued
in behalf of Goodart Pictures and B. &
K. Midwest. Goodart stated it had given
exclusive rights to B. & K. and it was
claimed that the Marks and National
Theatres organizations had obtained the
pictures illegally as being brought in
from another state by Harry McKay,
John Doe Eckert and Ike Van Ronkle,
also named as defendants.

Moved From Theatre to Theatre

In his order to the police chief the
corporation counsel said the films had
been moved from theatre to theatre
without the written notice of transfer be-
ing filed with the censor board as re-
quired by ordinance.

At Shreveport, La., a Chicagoan, Jack
Jackson, was rearrested after having
been released on $800 bonds in connec-
tion with the seizure of six reels of fight
films. Officers of the liner Leviathan are
facing subpoena action in New York af-
ter admitting the pictures had been
shown on the ship, which presents an-
other unusual tangle. At Sioux Falls,
S. D., prints have been seized at two
theatres.

Fines in South Only
Spur Public’s Interest

(Special to the Herald)

SAN ANTONIO, Oct. 18.— Raymond
Wille, manager of the Majestic, Inter-
state house here, was fined $300 in the
showing of the fight pictures.

Interstate has booked the film for its
entire circuit in Texas, Oklahoma, Ar-
kansas and Louisiana. The fines only
increase the public interest in the pic-
ture, and it is breaking records where-
ever it is shown. San Antonio’s Majestic
being no exception. The picture is
booked for Houston next week, and a
battle royal is promised.

Three Stanley Managers
Are Freed After Arrest

(Special to the Herald)

PHILADELPHIA, Oct. 18.— Warren
W. Shaffner, Frank J. Jordan and Ben-
jamin J. "Wolf, manager of the Earle,
Victoria and Globe, all Stanley houses,
were discharged by U. S. Commissioner
Long after their hearing on a charge of
violating the fight film shipment law.

32

EXHIBITORS HERALD

October 22, 1927

Public Group Praises
Industry for Outlining
Policy of Cleaner Films

Leo Meehan’s Second Son
Is Bom on Sunday Also

( Continued from page 18)
of Better Films, Daughters of the American Revo-
lution.

Mrs. F. H. Handsfield, Long Island Federation
of Women’s Clubs.

Mrs. Charles T. Owens, Civic Club of Norris-
town, Pa.

Mrs. J. A. Selden, Chairman, Selected Perform-
ances, Macon, Ga., Better Films Committee.

Mrs. Belle Harlam, League for Protection of
Riverside Drive, and The Theatre Club, Inc.

Dr. Christian F. Reisner, Pastor, Chelsea Metho-
dist Episcopal Church, President, Broadway Tab-
ernacle Corporation.

Dr. A. Rose, Universalist Church, Newark, N. J.

Rev. George Reid Andrews, Director, Church
and Drama Association, Federal Council of
Churches.

Rev. Leland P. Cary, Pastor, Jackson Heights
Community Church.

Rev. James Yard, Representative of West China
University in U. S., Methodist Episcopal Mission-
ary Board.

M. E. Head, Director of U. S. Veterans
Bureau, 2 Coordination Area.

Dr. Robert Hill, Council for the Adult Edu-
cation of the Foreign Born.

John R. Norton, Research Director, National
Education Association.

H. S. Braucher, Secretary, Playground and
Recreation Association of America.

Miss Marilla W. Freeman, Cleveland, Ohio,
representing the American Library Association.

Dr. Clinton Wunder, Pastor. Baptist Temple,
Rochester, N. Y.

Mrs. L. Grant Baldwin, Chairman Committee
Better Films, New York City Colony, Nat. Society
New England Women, Representing Mrs. Chap-
man, D. A. R.

Mrs. Piercy Chestney, President Better Films
Committee, Macon, Ga.

Mrs. Frances Smith Dean, Motion Picture Edi-
tor (Youth’s Companion).

A. L. Frederick, Secretary Motion Picture
Bureau (Y. M. C. A.).

Arthur Gale, Amateur Cinema League.

Mrs. Harry G. Grover, Chairman Rutherford,
N. J., Better Films Committee.

Mrs. Edmund W. Kingsland, Chairman Depart-
ment American Citizenship, New York Federa-
tion of Women’s Clubs.

Mrs. Malcolm Parker MacCoy, Motion Pic-
ture Chairman, New York Federation of Women’s
Clubs, Representing the General Federation of
Women’s Clubs.

Mrs. Thomas A. McGoldrick, Chairman Motion
Picture Bureau, International Federation of
Catholic Alumnae.

Mrs. E. F. Miner, Rutherford, N. J., Better
Films Committee.

Mrs. Charles T. Owens, Pennsylvania State
Chairman Better Films, D. A. R.

William C. Redfield, American Arbitration,
Church and Drama Association.

Mrs. Alonzo Richardson, Secretary to Chair-
man Board of Review, State Federation and Gen-
eral Fed. of Women’s Clubs.

Mrs. George Stake, Motion Picture Commit-
tee, New York City Federation Women’s Clubs.

Miss Amelia Summerville, National Democratic
Club, Inc., (Women’s) Motion Picture Chairman.

Owen C. Torrey, sent to represent Mr. Mc-
Comb of the Marine Office of America.

Mrs. Dudley Van Holland, Motion Picture
Chairman. New York City Federation Women’s
Clubs.

Col. Roy W. Winton, Managing director.
Amateur Cinema League.

Mrs. George M. Young, Chairman Motion Pic-
tures, North Dakota Federation of Women’s Clubs.

W. K . Howard Honored
by Picture Salesmen

(Special to the Herald)

NEW YORK, Oct. 18.— Mr. W. K.
Howard has been given a silver en-
graved membership card by Motion Pic-
ture Salesmen, Inc., an organization of
Metropolitan motion picture salesmen,
for his admirable work and pleasing per-
sonality.

Tilden in “Gallagher”

( Special to the Herald)

<( HOLLYWOOD, Oct. 18.— William T.
“Big Bill” Tilden, former world tennis
champion, has been obtained by Cecil B.
DeMille to appear in “Gallagher.”

Jones Ends Fox Contract

(Special to the Herald)

HOLLYWOOD, Oct. 18. — Buck Jones,
Fox star, is in New York having com-
pleted his Fox contract.

Leo Meehan’s Second Son
Is Bom on Sunday Also

( Special to the Herald)

HOLLYWOOD, Oct. 18. — A
son was born to Mrs. J. Leo
Meehan, wife of the director, Oc-
tober 9. He will be called John
Edwin II. He is the second son
of the Meehans, both sons being
born on Sunday.

“ Beauty -makeup” Club
Prize Winner Gets Test

(Special to the Herald)

LOS ANGELES, Oct. 18.— Gerda
Mann will have a try at pictures as a re-
sult of winning a “beauty-makeup” con-
test at the Deauville Club last week.
She won by the use of Allura, the new
Doraldina method which has lately been
adopted. Edwin Carewe Productions
will assign her for a screen test this
week.

Sennett Forces Await
Three Months Shutdown

(Special to the Herald)

HOLLYWOOD, Oct. 18. — Players
and staff employes at the Mack Sennett
Studios are expecting a three months’
shutdown of the plant. It is reported
the period will begin in December, but
John A. Waldron, general manager,
states the present studios will be work-
ing until the middle of January, when
there will be a brief vacation before
moving to the new lot at Studio City.

Warners Sign Condon

(Special to the Herald)

HOLLYWOOD, Oct. 18.— Charles
Condon has signed a new contract to
write scenarios for Warner Brothers.

AFFILIATED

EXHIBITORS

( Continued from page 19)

West Coast Theatres, //. B. Franklin.

West Coast Theatres of Northern Cal., Elihu Root ,
Jr.

Pacific Northwest Theatres, Frank Wilson.

Frank Amusement Co., Mr. Hindler .

Hollywood Theatres Co., John Dillon.

West Coast California Theatres, A. C. Thurman.
Stanley Company, H. M. Crandall.

Syracuse Strand Theatre, George A. Pottinger
Strand Theatre Co. of New England, M. A.
Silver.

Stanley Mark Strand, J. M. Levenson.

Stanley Efflinger Co., Sidney Jacobs.

Stanley-Fox Theatre Co., Jacob Fox.

Stanley Stiefel Co., Nathan Stiefel.

Stanley-Shapiro Theatre Co., J. K. Kirner.
Nixon-Nerdlinger Co., Earle Forte.

Cosmos Theatre Co., Samuel Blaskey.

West Chester Amusement Co., Jack Frere.

Atlantic City Vaudeville Co., Alexis Carlin.

Garden Pier Theatre Co., J. H. McCarron.
Sylvania Amusement Co., Chas. Thomson.

Agonz Theatre Co., Alex Myers.

Stanley Fabian Corporation, Joseph Stein.
Montclair Amusement Co., Samuel Rosen.

Lincoln Amusement Co., Bergen County Amusement
Co. W. C. Delaney for Henry Hecht.

Ritz Theatre, Newark, S. Pearlman for A.
Dowllinger.

Continental Amusement Co., S. Braskin.
Consolidated Amusement Co., H. W. Dewsnap .
Crandall-Stanley Theatres, Lewis Sabmonsky.
Marcus A. Benn, Marcus A. Benn.

Morris Spiers, Morris Spiers.

T. G. Nixon-Nerdlinger, Joseph Forte.

Joseph Snellenberg, Joseph Jordan.

David Bortin, David Bortin .

United Artists Theatre Circuit, //. D. Buckley.

Roxy Theatres Corporation, Charles Levine.

Fox Theatres Corporation, Percy Heiliger.

Rental Agreement Gives
Redress to Exhibitors ;
Contract to be Revised

( Continued from page 15)

into Mr. Myers’ private office and talked
for a few minutes. Mr. Hays then had
earnest talks with several of the mem-
bers of the distributors group, and a
report soon spread over the building
that some agreement on block booking
would soon be reached.

In the meantime the exhibitor group
was in session, and soon after Commis-
sioner Myers and Mr. Hays got busy,
Mr. O’Reilly, chairman of the exhibitor
members of the block booking joint
committee, appeared before the exhibitor
group and announced that a proposition
had been made by the distributors to
yield concessions on six points in con-
nection with block booking, which six
points he enumerated.

Causes Much Discussion

This caused a lot of discussion, much
of it of a rather excited nature, several
of the exhibitors voicing their belief that
they were in reality getting little or noth-
ing in the concession. During the dis-
cussion Commissioner Myers sat in the
back of the room and listened with
apparent interest.

Finally Mr. O’Reilly succeeded in
quelling the arguments by an announce-
ment and with a few protests the exhib-
itor group decided that, as they couldn't
get anything else at this time, it were
best to accept what was offered.

The general conference was then
called, and J. Robert Rubin, for the dis-
tributors, read the six points to the
gathering. This had originally been pre-
pared in the form of a resolution, but
Mr. Rubin in presenting it, made it clear
that it was simply a statement of the
future policies of the distributing com-
panies.

Comes As Surprise to Myers

This came as a surprise to Commis-
sioner Myers, who had expected the
matter to be in resolution form, as then
it would become a matter for the Federal
Trade Commission. He explained that
in the form it was presented — simply as
a statement of company policies — he and
the Federal Trade Commission could
have nothing to do with it. He also
pointed out that if the exhibitors cared
to accept it, it was a matter for them
alone to decide and act on.

The matter was put to a standing vote,
and the conference decided to accept the
six points.

This practically closed the business of
the conference and an adjournment was
taken. Commissioner Myers and his
aides returned to Washington Saturday
evening.

Lee Marcus Marries ,
Honored by F B O Staff

(Special to the Herald)

NEW YORK, Oct. 18.— Lee Marcus,
general salesmanager for F B O, was
given a congratulatory dinner recently
in honor of his marriage to Miss Claire

S. Warner, which took place yesterday.

T. L. Lawler, Theatre
Circuit Owner, Is Dead

(Special to the Herald)

GREENFIELD, MASS., Oct. 18.—
Thomas L. Lawler, 59, for 30 years a
prominent owner of a group of theatres
throughout the state, died here recently
after an illness of over two years.

October 22, 1927

EXHIBITORS HERALD

33

RELEASES

WEEK OF OCTOBER 23

News Reels Set New Record

In Covering World Series

“Burning Timber,” Rough Country, Outdoor, Edu-
cational, one; “Shooting Wild,” Cameo, Educa-
tional, one; “The Stunt Man,** Semon, Educa-
tional, two; “Capt. Kidd's Kittens,*' Animal, Fox,
two; “Hawk of the Hills,” No. 9, Pathe, two;
“Tha Big Tent,” Fables, Pathe, two-thirds;
“Should Second Husbands Come First?” Roach,
Pathe, two ; “Daddy Boy,” Sennett, Pathe, two ;
“From Soup to Nuts,” Record Pictures, Pathe,
one; “Pathe Review,” No. 43, Timely Films,
Pathe, one-third; “The Fighting Finish,” Col-
legians, Universal, two ; “Blake of Scotland
Yard,” No. 11, Junior Jewels, Universal, two;
“Picking on George,” Stern, Universal, two.
“Scared Pink,” Christie-Duffy, Paramount, two.
“Koko” Chops Suey,” Inkwell Imps, Paramount,
one.

WEEK OF OCTOBER 30

“New Wrinkles,” Hamilton, Educational, two ;
“Felix the Cat in Daze and Knights,” Bijou,
Educational, one; “For Men Only,” Curiosities,
Educational, one; “The Romantic Alhambra, ”
Varieties, Fox, one; “Blake of Scotland Yard,”
No. 3 2, Junior Jewels, Universal, two; “Passing
the Joneses,” Stern, Universal, two. “Find tha
King,” Horton, Paramount, two.

WEEK OF NOVEMBER 6

“Mickey’6 Eleven,” No. 3, “Mickey McGuire,” F B O,
two. “Samson at Calford,” Collegians, Universal,
two. “The Trail of the Tiger,” No. 1, Adventure,
Universal, two. “Newlywed’s Mistake,” Jun'or
Jewels, Universal, two. “Easy Curves,” Dooley,
Paramount, two. “Koko’s Klock,” Inkwell Imps,
Paramount, two. “Brunettes Prefer Gentlemen,”
Mermaid. Educational, two. “Some Scout,”
Lupino Lane, Educational, two. “He Tried to
Please,” Cameo, Educational, one.

WEEK OF NOVEMBER 13

“The Trail of the Tiger,” No. 2, Adventure, Uni-
versal, two. “The Trail of the Tiger,” No. 3,
Adventure, Universal, two. “Buster, What’s
Next,” Stern, Universal, two. “Uncle Tom’s
Crabbin’, ” Felix the Cat, Educational, one.
“Scared Silly,” Tuxedo, Educational, two.
“Models in Mud,” Hodge-Podge, Educational,
one. “Fleshy Devils,” No. 3, Standard F B O
two. “Ocean Blues,” Adams, Paramount, two.
“For Crime’s Sake,” Krazy Kat, Paramount, one.

WEEK OF NOVEMBER 20

“Mad Scrambles,” Christie-Burns, Paramount, ons.
“Koko Kicks,” Inkwell Imps, Paramount, one.
“Many Wings— Beside the Still Waters,” Out-
door Sketches, Educational, one. “Rest Day,”
Cameo, Educational, one. “The Little Rube,”
Dorothy Devore, Educational, two. “The Win-
ning Punch,” Collegians, Universal, two. “The
Trail of the Tiger,” No. 3, Adventure, Univer-
sal. two. “Oh, Mabel 1”, Stern, Universal, two.

New Appointments Made

on Staff of Kino grams

James N. Donohue, assistant news
editor of Kinograms, has returned to his
desk after a long illness, and Allyn
Butterfield, film editor, who “sat in”
during Donohue’s absence, has been made
head of a special feature division. Both
will be associated with H. E. Hancock,
news editor, with Forrest Izzard super-
vising as managing editor.

Leo Rossi has been placed on the
home office camera staff. George Price
has been appointed camera representa-
tive in Central America and Pelle Pers-
son will represent Kinograms exclusively
in Norway and Sweden.

The story of the World Series has passed into history as far as the diamond
is concerned, but the complete story of the news reels’ accomplishments in

bringing the games into the theatres of

Competition in the covering of an im-
portant event for the screen has made
organization work among the news reels
as important as it is in the newspaper
office. Speed has become a vital factor
and all forms of communication that can
be adapted to picture-conveyance have
been called into service. The result is
that the motion picture camera is run-
ning a close second to printer’s ink in
getting the story to the public.

New Records Achieved

In the 1927 World Series we have the
achievement of the showing of a com-
plete picture account of a game in the
theatres of a distant city on the same
day as played. We also have the case of
a special one-sheet poster in five colors
announcing that the pictures of the game
were showing inside the theatre. All
news reels made a special speed effort
on the series and the accomplishments
would have been considered impossible
a few years ago.

Six hundred feet of pictorial history of
the Wednesday game in Pittsburgh was
shown the same night in theatres on
Broadway in New York through the
enterprise of Fox News. Even the up-
town theatres made the record.

Made Prerelease Special

Truman H. Talley, editor-in-chief,
hired the facilities of the Atlantic Film
Laboratories in Pittsburgh and had ten
men — cameramen, cutters and editors —
in that city. The subject was made a
prerelease special for the rest of the
country and the staff worked all night
Wednesday so that the prints could catch
the Thursday morning airmail.

Two Fox staffs covered the games, one

M-G-M News Shoots
Thrilling Auto Spill

( Special to the Herald)

NEW YORK CITY, Oct. 18.—
When Samuel Wohl was warming
up for an auto race at the Done-
gan Fair Grounds he struck a rut
while traveling 75 miles an hour
and his car jumped Gfteen feet,
somersaulted twice before strik-
ing the ground, slid across the
track and finally was stopped by
an embankment, probably fatally
injuring the pilot. Jack Lieb,
M-G-M News cameraman, stand-
ing a few feet away and in the
path of the car, obtained thrilling
views of the accident.

the land is new.

photographing for the Pittsburgh labora-
tory, the other for the Fox News plant
in New York. Pilot Merrill of the
Curtiss Company took the New York
prints to Hadley Field in New Jersey in
record time.

M-G-M News prereleased special foot-
age on each game to all first-run
accounts, and had prepared the field for
the exhibitor by preparing in advance
the colored one-sheet for use in the
lobby.

NEWSPICTURES

KINOGRAMS NO. 5333— World series thrillers at
Pittsburgh shown, and Yanks winning first New

York game of the series Climb Montana glacier

to seek frozen grasshoppers.

INTERNATIONAL NEWSREEL NO. 82 — Vast
armies of negroes at Newport News in record
baptismal rites— Reindeer arrive at Seattle from
the Arctic— British seaplanes fly like rockets in
Schneider Cup air race at Venice, Italy.

INTERNATIONAL NEWSREEL NO. 83 — Woman
Leaves Roosevelt Field, L. I., on air flight to

Copenhagen Interesting personalities in the

news at New York City— Giant explosions looson
hardpan for planting of orange groves at Rancho
Sante Fe, Cal.

KINOGRAMS NO. 5334— Crowds see best horse-
flesh in America at Boston in exciting contests
for big purses— Woman real estate opsrator
flies to Maine for dash o’er the Atlantic— Sen-
ator Marconi returns to U. S. with his bride, de-
claring Americans head the world in rad o.

M-G-M NEWS NO. 17— Woman starts from
Roosevelt Field on first lap of flight from
America to Denmark— First year class at Leland
Stanford, Jr., fights mud battle with sopho-
mores—Floods submerge Alpine villages at Lich-
tenstein, Swiss border.

FOX NEWS NO. 3— Big Electric liner launched in
Virginia— Charles M. Schwab on his dirt farm
in Pennsylvania— Tom Mix looks over finest
Arabian steeds in America at Pomona.

FOX NEWS NO. 4^— Dwight L. Morrow, new U. S.
envoy to Mexico, calls on Secretary Kellogg—
John Coolidge starts senior year at Amherst—
Gentlemen riders enter their best cross-country
runners and jumpers in an English steeplechase,
at Rye, N. Y.

PARAMOUNT NEWS NO. 21 Legionnaires bring

messages of goodwill to England — Japanese
naval cadets aboard training ship in New York
harbor show how they keep fit^— Asbestos suits
aid firemen— Briton smashes world’s speed rec-
ord, making 281 miles an hour in plane Big

timbers rushed to mills by aerial tramways be-
fore snow flies, at Camina, Cal.

PARAMOUNT NEWS NO. 22 189 runners start

26-mile marathon at New York— William Penn
statue at Philadelphia faces camera inspection—
Ruth Elder tests safety suits at New York before
flight over Atlantic— Army, Navy and Marine
Corps mascots pose peacefully for their pictures
- — Huge pit opens in earth’s surface when mine
collapses at Worthington, Ont.

Cue Sheets on Christies

Thematic music cue sheets prepared
for all 36 Paramount-Christie comedies
have been supplied to the Paramount
exchanges.

34

EXHIBITORS HERALD

October 22, 1927

Exhibitors Herald Production

Directory

A Valuable Resume of Production Activities

Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

Charles Chaplin Studio

Metropolitan Studio

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

STORY

DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

“The Circus” Charles Chaplin Charles Chaplin United Artists Jan. 1926

Merna Kennedy

Columbia Pictures Corporation

“The Terrible
People”
“Speedy”

“The Night
Flyer”

Spencer
Bennett
Ted Wilde
Walter Lang

Allene Ray
Walter Miller
Harold Lloyd
William Boyd
Jobyna Ralston

Pathe Serial

Paramount
James Craze
Production

Sept. 12

July 30
Sept. 25

“Stage Kisses” Albert Kelly Helene Chadwick‘‘Perfect 30” Oct. 12

“The Opening
Night”

E. H. Griffith

Kenneth Harlan

Claire Windsor “Perfect 30”
John Bowers

Oct. 3

De

Mille Studio

“The Leopard
Lady”
“Chicago”
“Gallagher”

Rupert Julian

Frank Urson
Elmer Clifton

Jacqueline

Logan

Phyllis Haver

Junior Coghlan

Sept. 14

Sept. 20
Sept. 28

F

B 0 Studio

“Legionnaires
in Paris”
“The Pinto Kid'

Arvid Gillstrom A1 Cooke Gold Bond

Kit Guard

’’Louis King Buzz Barton Western

Oct. IS

Oct. 3

First National Studio

“Ain’t She
Sweet”

Marshall

Neilan

Colleen Moore

Sept. 6

“Louisiana”

Fitzmaurice

Billie Dove

Noah Beery

Gilbert Roland

Aug. 29

“The Valley of
the Giants”

Charles Brabin

Milton Sills

Aug. 26

“Shepherd of
the Hills”

A1 Rogell

Mollie O’Day

John Boles

Alec Francis

Aug. 26

Untitled

Harry Langdon

Harry Langdon

Oct. 12

“Sailors Wives”

’ J. Henabery

Mary Astor

L. Hughes

Oct. 1

Paramount Famous Lasky Corporation

‘Get Your
Man”
‘Gentlemen
Prefer

Dorothy Arzner

Mai St. Clair

Clara Bow
Charles Rogers
All Star

Paramount

Paramount

Sept. 19

Sept. 14

Blondes”

‘The General”

Von Sternberg

Emil Jannings

Paramount

Oct. 6

‘Legion of the
Condemned”

William

Wellman

Fay Ray

Garry Cooper

Paramount

Oct. 10

Tec- Art Studio

“Ramona” Edwin Carewe Dolores United Artists Sept. 3

Del Rio t

“White Lights” Irving Alice Day Oct. 1

Cummings

United Artists

"Tempest”

S. Tourjansky John

United Artists

Sept.

20

Barrymore

“Garden of

Lewis Milestone Corinne

United Artists

Aug.

15

Eden”

Griffith

“Drums of

D. W. Griffith Mary Philbin

United Artists

Sept. 12

Love”

Fine Arts Studio

“The Cheer A1 Neitz Ralph Graves Gotham Oct. 13

Leader” Gertrude

Olmsted

Fox Studio

‘Come to My
House”

A1 E. Green

Olive Borden

Sept. 19

‘Balaoo”

Richard Rosson

Edmund Lowe

Leila Hyams

Sept. 12

‘Woman wise”

Albert Ray

William Russell

June Collyer

Walter Pidgeon

Oct. 10

'Lady

Cristilinda”

Frank Borzage

Janet Gaynor

Charles Farrell

Sept. 26

‘Free & Easy”

1 Arthur Rosson

Madge Bellamy

Sept. 30

Metro-Goldwyn-Mayer Studio

“The Desired

Victor

Greta Garbo

Sept. 28

Woman”

Seastrom

"The Patsy”

King Vidor

Marion Davies

Oct. 4

“The Loves

Harry

Ramon Novarro

Sept. 14

of Louis”

Beaumont

Renee Adoree

Universal Pictures Corporation

“Cohens & the

Wm. Beaudine

All Star

Jewell

Sept.

13

Kellys in

Paris”

“13 Washington Mel Brown

Jean Hersholt

Jewell

Sept.

26

Square”
"Meet the

Wm. Craft

Glenn Tryon

Jewell

Sept.

26

Prince”

“Finders

Wesley Ruggles Laura LaPlante Jewell

Sept.

29

Keepers”

“Foreign

Edw. Sloman

Kerry-Stone

Jewell

Sept.

26

Legion”

“Man Who

Paul Leni

Conrad Veidt

Jewell

Sept.

26

Laughs”

“Hey Rube”

Del Andrews

Mary Philbin
Hoot Gibson

Jewell

Oct.

10

Warner

Brothers Studio

‘Glorious

Alan Crosland

Dolores Costello

Sept. 14

Betsy”

Conrad Nagel

‘Beware of

Archie Mayo

Irene Rich

Oct. 7

Married Men’

‘In Name

Henry LehrmanHelene Costello

Oct. 3

Only”

October 22, 1927

EXHIBITORS HERALD

35

PRESENTATION ACK

Specht in Charge of Loew’s Bands

Ash Is Going
Over to Eye
Presentation

Will Seek New Talent; Mark
Fisher Will Relieve
Him

Paul Ask, the Rajah of Jazz, and the
creator of stage bandshows, will make a
six weeks’ tour of Europe in search of
new talent and new ideas to present in
future presenta-
tion shows at the
Oriental theatre,
Chicago. This in-
formation was
secured from the
King of Band
Leaders himself
a few days ago.
Mark Fisher, the
singing band
leader for Lub-
liner & Trinz,
will take Paul’s
place at the Ori-
ental until the
latter returns
from h i s Euro-
pean trip. The
sailing date has
been set for No-
vember 9 and the
return date will
be on December
26.

Due to the
great volume ot
ftork and the
many other re-
sponsibilities that
a man of Paul
Ash's position is
laden with Bala-
bal & Katz de^
cided to give
their ace band
leader a long rest which will be coupled
with business.

In Chicago Three Years

Ash has been in Chicago now nearly
three years doing a stagehand show
presentation, and outside of his annual
vacation has been on the steady grind
week in and week out at every perform-
ance.

Since opening at the McVickers thea-
tre, he has created such a demand for
his personal appearance at each show
that no substitute at any time was sat-
isfactory to the audience and consid-
erable difference was noted at the box
office several times whenever he was
away from the theatre.

( Continued on page 36)

He’s The Last Word!

Nope! you’re all wrong, this isn’t Dick
Barthelmess — it’s AL RELASCO and the
famous smile that has won him many
friends in the show business — A1 is the
popular band leader of Lubliner and Trinz
stage presentations in Chicago— Before be-
coming a leader A1 was featured in vaude-
ville with his own act— Recently he started
a free dancing school for his fans— -that’s
Al, always doing something different and
worthwhile for his public — Yes, Sir, He’s
the Last Word!

Givot Doubling at N-C

George Givot, the -wide-panted comic of song
and, a Vitaphone star, is now the featured at-
traction at the Hollywood Barns, a Chicago night
club. In addition to his cafe work, Givot is also
doubling in picture houses in town and this week
makes his appearance at the Ambassador theatre
in their second anniversary 6how. Reports state
that his Vitaphone arrangement is one of the best
yet released by the company.

Duncans Over Radio

Laet week Harry Lustgarten, manager of the
Harding theatre, Chicago, a Lubliner & Trinz
house, had the honor of presenting the Duncan
Sisters over his Studio radio from the Harding
theatre. On October 5th the evening wae dedi-
cated to the Duncan Sisters with Rosetta at the
“Mike” offering songs from 11 to 12 over WBBM.
Harry is known over the radio as “Hank and his
Gang,” a name derived from his popularity for
radio entertainment.

Band Leader
to Supervise
Show Units

Appointed to New Post After
Record Week at
Capitol

By A. RAYMOND GALLO

Announcement was made this
week to this department to the ef-
fect that Paul Specht, band leader
who recently opened as stagehand
conductor of the Capitol theatre,
New York, had been appointed band
director in charge of the Loew Cir-
cuit Bands.

The announcement was made by
Louis Sidney and Mort Harris of
the Loew production office. This
appointment creates a new position
in the stagehand show world which
is probably the only one of its kind
now held by a band leader, and that
is as director-general of stage bands
for a circuit of deluxe picture
houses.

Opening Is Success

Paul Specht has been a recognized
musician for a number of years both in
the band field as well as the recording
field. A number of his musicians have
found permanent positions with Paul
Whiteman and Paul Ash, Vincent Lopez,
Roger Wolf Kahn, Ben Bernie and a
number of other name band leaders.

Specht’s premier opening at the New
York Capitol was so spectacular from
a musical standpoint as well as a box
office attraction, that production execu-
tives of the Loew office saw immediately
the possibilities in him as supervisor of
the stagehands which are to be organ-
ized by the Loew Circuit and which will
tour their theatres all over the country.

Specht will have entire charge of the
scoring, rehearsing as well as the select-
ing of individual musicians and band
leaders for the newly created stage band
units that are to travel over the Loew
circuit.

Handled Like Publix’s

These units will be handled on the
same basis as Publix now handles its
units consisting of specialty acts and a
personality leader. After a band has
been organized and fortified with com-
plete band arrangements a band leader
will be selected by Specht to head the
unit and each band will be installed in
( Continued on page 36)

36

EXHIBITORS HERALD

October 22, 1927

Loew Starts Units

( Continued from page 35)

a Loew house supported by a number
of local names in the band to assure the
permanent success of their bandshows
in key cities. This movement eliminates
all the slip-slod methods created by lack
of proper supervision in expert selec-
tion of talent and enables the local band
as well as the leader to have the best
fortification technically without incur-
ring the responsibilties and worry of
changes which is a common occurance
in many stage bands today.

Opens Big Field

This opens up a field for a number
of men who, although they class them-
selves as musicians, are also capable
from the box office standpoint to draw
on their individual names a certain
amount of business at box office due to
their personality and particular enter-
taining trait in addition to their ability
as band leaders.

Many who are capable to fill the role
of masters of ceremonies, comics and
other roles will find this field very en-
couraging under the expert showman-
ship and direction of Paul Specht. The
first name leader to head a Specht band
unit this week will be Ben Bernie, who
is appearing at the Capitol, New York.

Although no further plans have been

completed it is understood that Specht is
now scouting for new talent and mu-
sicians that will compose future band
units for the presentation department of
Loew Circuit. It is evident that the
great success made by Publix, Balaban
& Katz and other large picture theatre
circuits will be followed by even a bigger
success in the Loew theatres due to the
larger amount of theatres that cover a
greater part of the country.

Going Abroad

( Continued from page 35)

However, due to the nervous condition
derived from over-work, this trip was
advised and in order to still keep the
personal touch between Paul and his au-
dience, the organization has made ar-
rangements to take motion pictures of
his trip from the time he leaves the Ori-
ental until he gets on the boat and all
his travels will appear in film form until
he returns to Chicago.

This is a very clever idea and sort
of keeps the audience interested in tak-
ing a trip to Europe with Paul Ash in
film form.

To Visit European Capitals

While in Europe, Ash will visit Paris,
London, Rome and Germany and several
other principal countries of Europe to

obtain new ideas and any possible talent
that he may discover that may be of
interest to America and to his particu-
lar audience in Chicago. While away
Louis McDermott, the stage producer
who assists Ash in all of his presenta-
tion shows, will produce the weekly
bills, assisted by Billy Jackson.

Mark Fisher, who takes his place for
the six weeks, is now leading a band-
show that rotates between the Harding
and Senate theatres, Chicago, and has
risen from the ranks of a singer to one
of the most popular band leaders in
town in a little less than a year’s time.
Mark was formerly with the Oriole Or-
chestra at the Edgewater Beach hotel,
Chicago, and created considerable inter-
est and popularity over the radio and in
this band which later won him the posi-
tion of leader for the Lubliner & Trinz
stageshows. While away leading the
shows for Paul Ash at the Oriental,
Mark will be replaced by one of the
boys in the band.

No doubt, there will be a great deal
of discontent in the audience during the
absence of Paul Ash at the Oriental and
likewise of Mark Fisher at the Harding
and Senate. This is a problem that con-
fronts all picture theatres of the deluxe
style who create a name that becomes
a magnet at their box office and unless
this name is kept constantly before the
public in person, in some cases, proves
a disaster at the box office. The manner
that the B. & K. firm is handling this
trip is a very clever piece of showman-
ship and are capitalizing on every angle
to the better interest of everyone con-
cerned.

Goldberg Does an “Ash”

Lou Goldberg in charge of Publix Publicity, in
Chicago pulled a “Paul Aeh” a couple of weeks
ago at the Central Park theatre, A Balaban and
Katz house. Lou was called upon by the man-
agement to act as Master of Ceremonies and band
leader for two performances in one of their spe-
cial shows and according to reports, he became
an instant hit. Rumors now going on among
Lou’s friends ai'e to the effect that if his desk
in the B. & K. office bears a “closed” sign, that
he may be found in some theatre doing a per-
sonality band leader stunt. Look out, Lou if
Petrillo don’t get you, Paul Ash will.

May Revive Bandshow

Presentation acts, with bandshows, may again
be featured at the Mark Strand theatre in Al-
bany, N. Y., according to Uly S. Hill. These
presentations, while costing plenty, nevertheless
attracted record crowds to the Mark Strand a
year ago. According to Hill, many residents of
Albany, have requested a renewal of the pre-
sentation policy. Hill was wise enough a year
ago not to overdo these presentation acts, and
called them off before his patrons found the
novelty wearing off. The Strand now is using
only big features, having eliminated Vitaphone for
the time being at least.

Shannon Playtime Frolics

■gF

<a_N OV ELTY cbURPRISELs

NOW TOURING AS FEATURE ACT

ORPHEUM AND KEITH-ALBEE CIRCUITS

A GREAT SUCCESS IN COMBINATION THEATRES
Direction — EZ. KEOUGH Woods Theatre Bldg., Chicago

MAXINE HAMILTON

THE LITTLE BLUES SYNCOPATRESS WHO
ALSO DANCES HER WAY INTO YOUR HEARTS

Now Enjoying Third Successful Tour of PUBLIX THEATRES
in the Middle West.

Direction — Phil Tyrrell and Max Turner

Dick MAXWELL & LEE Marjorie

“Jesters of Dance ”

Week of October 23rd, HIPPODROME Theatre, Cleveland, Ohio
Week of October 30th, STATE, Hammond, and AMBASSADOR, Chicago

Picture Houses — Vaudeville —

William Morris Agency The Simon Agency

Leonard Smith

Solo Organist

Phyllis Enright

Associate Organist

AT THE

“Playhouse of the World”

AVALON THEATRE

CHICAGO

October 22, 1927

EXHIBITORS HERALD

37

ORGAN SOLOS

Fred Kinsley (New York Hippodrome) gave
them his original version of “Blue River” this
week, and as usual did a beautiful job of it. The
only big house in town without an elevating pit
for the organ, and one of the few houses that
need one badly. The organ under Kinsley here is
a real draw, and an elevator and spot would
enhance the opportunity.

Mauro-Cottone’s (New York Capitol) recessional
organ program for the new bill at the Capitol is
“Are You Happy.” All of the new jigs are not
connected up yet so he has not been able to
swing into any feature numbers.

Henri Keates (Chicago Oriental) worked in that
ever popular saying “It Pays to Advertise” in his
organ story of this week. All in fun, he in-
formed the audience, he was somewhat addicted
to reading advertisements in the magazine and
his jocular comment on the thin hair, real estate,
get fat, weight reducing and wrinkle and face
lifting advertisements went over big. He com-
pletely won over his audience when he advised
that he told the representative who called in con-
nection with his answering an ad for singing
lessons that his audience did not need any such
thing. He played and his audience sang loudly,
"Underneath the Wabash Moon,” “Bye, Bye
Pretty Baby,” “Side by Side” and “Just Once
Again.”

Dick Liebert (Pittsburgh Penn) is offering
“Musical Refreshment” doing a straight solo.
Slide reads that people are tired of hearing jazz
on the organ and he will show them how pretty
a good old fashioned number will sound. He
then plays “Mighty Lak a Rose.” Then slide
reads “Here is another number that will tickle
your ears” and Dick did “Nola.” Solo went over
big as the combinations used were changed fre-
quently and pleasing to hear.

Arthur Richter (Milwaukee, Wisconsin) at the
organ renders for his selection, “C’est Vous,
with strains of “My Bonnie Lies Over the Ocean”
interspersed. The words for the selection were
flashed on the screen so that the audience could
join in singing.

Henry B. Murtaugh (Chicago, Chicago) offered
a stunt called “Great Discoveries” opening with
Columbus and Henry Ford gradually going into
a community singing program which offered “Me
and My Shadow,” “After I Called You Sweet-
heart,” “A Night in June,” “Sing Me a Baby
Song,” “Dewey Days” and special lyrics dedicated
to Chicago which was played to the tune of “The
Streets of New York.” Murtaugh always has a
clever idea in his organ solos and has the knack
of striking a happy medium. This particular
solo was liked and the voices were more evident
than in past 6olos.

Eddie Hanson (Chicago Tivoli) offered this week
“A Painting in Melodies,” which consisted of
popular tunes that compared each part of the
painting which later turned out to be a community
singing stunt with the following songs, “Dewey
Day,” “Highways,” “After I Called You Sweet-
heart” and “Morning Glories.” The painting in
the laet slide turned out to be Ben Turpin.

Alvin Evans (San Antonio Aztec) the California
organist, has an arrangement of slides, running
in series form from week to week, called “All in
Fun.” He puts on another of them this week, “A
Bit of Fun at the Organ.” Comedy slides illus-
trate various combinations which he uses to inter-
polate humorous numbers.

Eddie Fitch (Chicago Sheridan) for his organ
presentation played a jazzy medley of "Positively
Absolutely,” “Magnolia” and "St. Louis Blues.”
It was so jazzy, it was hard to know just what
he was playing. He used no slides.

Albert F. Brown (Chicago Marbro) called his
organ Scrimaphone presentation this week “High-
ways and Byways of Life,” and featured the songs,
“Side By Side,” “A Night in June” and “Broken
Hearted.” There were three separate scenes in
the presentation, each appearing at intervals be-
hind the scrim. Three songs were used together
to form a sort of playlet. It was very effectively
done and went over big with the audience. This
reporter likes this type of organ presentation
much better than the community singing and
slide presentations.

STAGE SHOWS

New York Capitol

Week Ending October 21

“Orpheus,” an old and tuneful favorite, yet
seldom heard nowadays, as an overture, proved
itself and the Capitol Grand Orchestra great fav-
orites, juding from the applause.

“Clouds,” a Capitol Screen Novelty of the
Heavens, using the singing ensemble, behind the
screen in softly sung songs. Fine effect.

“Rhapsody in Blue,” starting in with a violin
solo from the pit, by Waldo Mayo, it ends with
full stage of vocal ensemble and the Chester Hale
Girls doing their bit in intoxicating the house
with song and dance inspired by Gershwin’s mas-
terpiece. Bobbie Arnst moves in and out of the
piece, as the Spirit of the Blues.

Maslova and Rauth, interpreting the Spirit of
the Classics with the above ensemble as a back-
ground brought some individual applause that was
deserved. Their work is more than wonderful.
This act by far is the greatest one patterned on
or following “The Rhapsody in Blue” theme and
tune.

Nora Bayes, the international singer of songs,
takes charge of the situation here, with her
pianist and several new tunes all of her own.
Still a great favorite, though not reaching any
new heights.

Lester Allen and Nellie Breen, between the
light fantastic, imitations of John McCormack
and the Duncan Sisters, in this spot packed about
as much applause and laughs as the Capitol the-
atre can hold. Most of the material is new, fresh
and good, and these two spill it jointly and indi-
vidually in great style.

Ben Bernie is guest conductor of Paul Specht’s
Capitolians this week and aside from treating him-
self and the house to some good music, he acts
as master of ceremonies throughout the bill.

Morton Downey sings a few melodies in his
fine way from the pit piano elevated, while they
hook the stage up for the finale.

Bobbie Arnst, a great favorite these days, sang
a bit of “Baby Blue” to Ben Bernie, just to make
the first few rows jealous, and how they liked it.
The Chester Hale girls in their best and most
colorful costumes to date, did a flapperette num-
ber just for fun, and everybody swung into a flash
of a finale, the second on the Capitols new bill,
and right in line with the first one, of last
week, and that was a knockout.

San Antonio Palace

Week Ending October 14

After three months of straight pictures, the
Palace goes back to stagshows this weft, to be
a permanent feature for fall and winter. This is
the third de luxe theatre in town giving stage-
shows.

The first week's offering consists of entertain-
ment by the Jazz Pirates, girl band. “Jazzique” is
the name of the first show, with singing, dancing,
and instrumental numbers being offered in a
beautiful set. The Mahavier Sisters, dancers, are
featured. Picture for the week is “Cheating
Cheaters,” with Betty Compson.

Milwaukee Alhambra

Week Ending October 15

The Alhambra theatre present as a fitting pro-
logue to “The Cat and the Canary,” Marietta
Craig and Company in a one act play, “Batty.”
It is for the most part, despite its gruesome
aspect and setting, a comedy and well done.

SOUTH SEA HAWAIIAN DANCE

NOVELLE BROS.

Pantomimist Artists

of

WHISTLING LOVE BIRDS

After completing a long tour
PUBLIX THEATRES we are now
playing Night Clubs until our new
Publix Route is ready.

P. S. — MURRAY and ALAN just finished _
“lying” all over Publix Circuit. 2=

WELLINGTON SISTERS

“The Song and Dance Debutantes”

Just the type of De Luxe Act to fit in any
High Class Presentation

Direction — William Morris Agency

AL and LOUISE WALKER

THE TEAM WITH THE EDUCATED FEET
FOR DELUXE PRESENTATION THEATRES
Just Closed a Successful Tour
of PUBLIX THEATRES

Direction — William Morris Agency

joe BROWN and BAILEY Stan

“Two Boys in Blue”

A Deluxe Act for Deluxe Houses

Just Terminated a Tour
of PUBLIX THEATRES

Direction — Arthur Spizzi and Phil Tyrrell

38

EXHIBITORS HERALD

October 22, 1927

Chicago Oriental

Week Ending October 16

Again this week, those who attended the Ori-
ental were given a rare treat by Paul Ash and his
gang when the lustrous setting for “Flashes of
Jazz” followed the all too earnest picture, “Mock-
ery.”

The act opened with the Abbott Dancers skip-
ping to a lively tune with the orchestra abaft
some silver strips, which evidently represented
falling rain, and which were effectively drawn up
at the completion of the dance and for the en-
trance of Paul Ash.

Under Paul’ direction the orchestra immediately
played the lively and new number “Stockholm
Stomp” Florence and Jane, two former mem-
bers of the Oriental chorus, did a good dance
number which met with loud applause. The
orchestra’s next musical number contained more
harmony than jazz and the name of the piece
was “I Am Coming, Virginia.”

The title for Paul’s act this week could have
been called very appropriately Juvenile Week, for
he was well assisted by the younger set. Charles
Huey, a 17-year-old boy whistler, doing “You
Don’t Like It Much,” and accompanying his own
whistling with a delicious dipping movement, had
Paul doing it too, and would have easily made the
audience join him had they also been in standing
position, his stepless dance being so catchy.

Two child prodigies, Joe and Jeraldine, looking

about the ages of 5 and 6, stepped on the stage
and started some amusing patter and immediately
gripped the audience's attention. They then sang
“Whose Your Sweetheart” and the little boy left
the stage, the little girl staying to sing to Paul,
“What Do We Do on a Dew, Dew, Dewey day”
and the applause reached effusiveness. The little
lady then announced they would give their version
of the apache and led into this dancing number
by singing “My Man” to the utter enjoyment of
the throng. By the time they finished the Apache
dance the audience lost complete control of itself
and was nothing short of hilarious.

The Dancing Covans, an excellently gifted four-
some, brought forth responsiveness to their well-
arranged dance numbers.

Ned Miller, song writer of recent hits, sang
“Baby Your Mother” and “What’ll You Do” and
was accorded a fine reception.

The Dancing Dewees, held over from last week
when they did a most unusual act and surprised
the audience by turning out to be not two men
but one a very beautiful girl in man’s clothes,
repeated some fine specialty dances.

Rain drops gone, time for sunshine, so it gave
opportunity to close this act with an elaborate
sunshine scene and the orchestra playing a piece
by this name. This number was also sung by the
Three Collegiates, a trio who have a good idea of
harmony. Their rendition of the songs “Are You
Happy Without Me Dear,” “Muddy Water” and
“What Do I Care What Somebody Says,” was
in most novel style.

San Antonio Aztec

Week Ending October 14

A beautiful arrangement of house drops into
an effective stage piece is the highlight of the
Aztec stageshow. The Aztec Symphonizers, Jean
Sarli directing, provide musical entertainment to
an enjoyable degree, burnished by the added attrac-
tions offered in the Eight Blue Devils, acrobatic
combination that is marvelous in its technique and
routine. Four men and four women make up this
aggregation of dancing acrobats.

They feature the Aztec bandshow this week,
with Cris and Will, musical makers, doing bits
on novelty instruments that go over big. Mme.
Gordon, operatic star, offers a medley of selections
from popular opera hits.

Sarli and the Symphonizers do three special
numbers that get a big hand.

The show indicates improvement in casting and
direction at the Aztec. The abolishment of home
talent has done much to stabilize the performances.

Picture, Connie Talmadge in “Breakfast at
Sunrise.”

Philadelphia Fox

Week Ending October 15

There was a diversified bill at the Fox this week
though none of the presentation acts were particu-
larly outstanding.

After the overture “Tanhauser,” by the orches-
tra, Beatrice Belkin, coloratura soprano, of Roxy’s
Gang, sang two solos. Any act bearing the Roxy
label is a great drawing card but Miss Belkin did
not add a great deal of prestige to the name.
Her voice, while clear and flexible, does not have
that timbre and warmth so essential to successful
coloratura work. Her high notes were inclined
to be reedy and her rhythm was hardly defined
enough for the character of composition which she
essayed.

Harry Jans and Harold Whalen, merrymakers
from “Padlocks of 1927,” presented an amusing
act combining snappy dialogue and clever dancing.

Frank Cornwell's “Crusaders,” a tuneful band
of jazz musicians with several decided novelties,
in an attractive setting of black gold and pink,
played and sang “Fifty Million Frenchmen Can’t
Be Wrong” and “It’s a Good Thing Cows Don’t
Fly.”

Detroit Grand Riviera

Week Ending October 15

Garbed and set in a background of the old
South, “Monk” Watson and His Keystone Serenad-
ers supply a presentation appropriately named,
“The Showboat.” Shannon’s Playtime Frolics ap-
peared also as a major contribution.

Opening: Dark stage and the Hi-Lo Four

singing "My Old Kentucky Home.” Suddenly one
of the quartet exclaims, “The show boat is here”
and Watson moves out front with his following.
However, this was just one part of an excellent
bill. Specialties including those offered by the
Ernie Young Girls’ ballet; Wells and Winthrop,
a versatile and fast pair of steppers and Eleanor
Charles, blues singer, claimed considerable atten-
tion.

Numerous and nifty stunts were offered when
Shannon’s Frolics engaged in acrobatic routine.
The act has two little girls, who. with slight
assistance from their daddy, engage in difficult
feats. Each performs with facility and together
do more than could ever be expected from many
grown-ups. They closed the show in great style,
finishing their manuevers by Charleston steps.

Slides on “Dew-Dewy-Day” were employed this
week by Merle Clark, the Riviera organist.

Kansas City Mainstreet

Week Ending October 14

The sixteenth week was celebrated at the Main-
street this week by Walter Davison and His Louis-
ville Loons, who have been the stage orchestral
attraction. Popular selections were played as the
overture.

Krugel and Robles led the program in a skit,
“Laughs That Make You Laugh.” Chilton and
Thomas had a dancing number, “The Dance Sen-
sations,” Georgia Hall was seen in vocal numbers.

Michel rendered selections on the xylphone,
while Harry and Hazel Skatelle had a ekit,
“Vaudeville Novelty.”

DR. G. W. RONFORT

Featured Organist for

LUBLINER & TRINZ
NORTH CENTER THEATRE

— CHICAGO —

(PUBLIX

THEATRE)

CHARLES IRWIN

“Deluxe Master of Ceremonies”

For Deluxe Picture Theatres
Now Touring PUBLIX THEATRES

As Featured Entertainer

ILOMAY BAILEY

“The Golden Voiced Prima Donna”

Now Featured with DAVE SCHOOLER in His Stage Bandshows
at the WISCONSIN Theatre, MILWAUKEE
Direction — PAUL ASH

PEGGY

ROSS

CHAMBERLIN and HIMES

(Positively the World* s Worst Apache Dancers)

Just Signed with Florenz Ziegfeld
tor his new “ZIEGFELD FOLLIES of 1927”
Production Representative — Leo Fitzgerald

LETT SISTERS & LOUISE

Formerly “The Premier Trio”

(The Three Humming Birds)

Opening on GUS SUN CIRCUIT, October 31st
Direction — SAM ROBERTS.

UNIFORMS!?™ COSTUMES !—??oNS BROOKS!™*

October 22, 1927

EXHIBITORS HERALD

39

Chicago Chicago

Week Ending October 9

“Tokio Blues” featuring the 3 Meyakos and
Willie Solar was this week’s stage presentation
with Jules Buffano conducting. H. Leopold
Spitalney’s orchestral production was “Rigoletto,”
featuring Marjorie Maxwell, and a troupe of ex-
cellent voices. The attraction ran as follows:

Opening: “Tokio Blues” opens in full stage

setting carrying the Japanese atmosphere in both
coetume and scenery with two men on each end of
scrim drapery singing “Tokio Blues,” a special
song as the band played an arrangement of same.
This was followed by Hasta Kumwa, the well
known Japanese Soprano, who sang a selection
from “East is West” in a very pleasing manner.
This was followed by a band arrangement as a
miniature presentation took place on the level
platform with a ballet doing a special Japanese
sunshade routine to the same tune. This was fol-
lowed by a Japanese girl — doing a very clever toe
specialty although not announced, this reporter
is under the impression that this is one of the
Meyakos girls.

This was followed by Jules Buffano announcing
a brand new arrangement of “My Blue Heaven,”
which was sung by Eddie Galbreth. This was
followed by a duet offered by Miss Kumwa and an
unannounced baritone doing another selection
from “East is West.”

“Limber-Legs” Edwards came on next with his
loose limbs and grotesque dance. This fellow was
reported before and seemed to be the hit of this
bill. He was followed by the two Meyakos girls
in a very clever acrobatic dance which consisted
of splits, one handed cartwheels, sumersaults
and hand-walks which brought about a fine re-
ception.

Thi6 was followed by several interpretations of
“Yankee Rose” in band style with “Buffano di-
recting his orchestra through a series of several
arrangements which conveyed the style that the
tune would be played in various other countries.
This was a very clever number and went over
big.

This was followed by the Three Meyakos in a
soft shoe dance (The Meyakos consist of one man
and two women and the man who does a violin
selection in the early part of the show, is the
only Japanese violinists on the stage.)

Willie Solar, the international comedian, was
next in comedy songs and comedy clothes. Solar
offered a special number called “Huckleberry Pie”
in his inimitable style that caused chuckles and
roars all over the house. This was followed by
his interpretation of the song “Sonora.” One
good thing about this comedian, he knew when
to 6top and did not bore the audience with too
much “after” routine entertaining.

This was followed by the Japanese baritone and
soprano singing "My Lantern of Love” as the
Geisha girls started to assemble on platform as
back-ground drop rose to display beautiful minia-
ture Japanese house illuminated to give pretty
effect for the final curtain.

Detroit Hollywood

Week Ending October 15

Sammy Diebert and His Sunny brook Orchestra
headed a presentation, “The Country Club,” with
Richey Craig, Jr., supervising the ceremonies.
Before the stage production started. Bob Clarke
introduced “Highways Are Happy Ways” on the
organ along with a smart expolitation idea called
“Follow the Crowd.” It was a great boost for
the theatre and the customers liked the idea im-
mensely.

Opening: “Hallelujiah,” a country club set-

ting, the Sunnybrook boys and how 1 Although
the trade here is mostly neighborhood and the
house seats about 4,000, Ben and Lou Cohen had
the right idea when they engaged this aggrega-
tion.

Introductions by Craig were the next order
while a sporting girl ballet with tennis racquets
and unit dancing ability performed nicely.

“Absolutely,” which the Adams Sisters vocal-
ized in a peppy manner during the next skit, drew
well also. This pair of entertainers not only sing
well but dance with a precision and gracefulness
seldom seen on picture theatre platforms. They
were followed by Mildred Doran, a charming toe
dancer, who established herself through a clever
terpsiehorean demonstration. The entrance of
Wilbur Mack and Gertrude Purdy changed the
bill entirely. They had too much vaudeville. And
the same was true with Lee Mason and Com-
pany in “Follies and Foolies of 1927” ; also Reed
and Le Vere, instrumentalists and comedians,
all had acts of high calibre, extremely long and
without much variation.

Finale: Ballet of eight, Craig Richey, Jr., and
the band accompanying them. A fast dance act
that went over big.

San Antonio Texas

Week Ending October 14

“Toyland” Publix bandshow, is offered this
week in connection with the first pop price show-
ing of “Ben Hur.” The show is well routined,
and Bob Blair, manager, says that it is one of
the best that he has played under the new policy.
Audience reaction was good.

A1 Morey and the Texas Merry Mad Gang
open, dressed in uniform coats, and soldier hate.
Chorus comes on for a tin soldier dance. Ginger
Rogers, making her second appearance at the
Texas, makes a hit with her personality and cute
voice, in a baby song. Donny Dove, eccentric
dancer, goes over with the audience with his
misfit shuffle dance. Frank Hamilton, singer,
Mitzi Mayfair, song and dance, and Caffrey and
Miller, comedy dancers, furnish more entertain-
ment on the bill. The last named team stopped
the shows.

A1 Morey, tall and handsome, put on two spe-
cialty numbers that clicked.

Omaha Riviera

Week Ending October 14

“Canadian Caper” was A1 Evans’ stageshow at
the Rivera this week. Naturally the scenery
was that of the Northern woods, and the stage-
band was dressed in the red uniforms of the
Canadian mounted police. There are seven acts in
the stageshow, in addition to soloes by George
Johnson, organist, and a featured prelude by
Jacques Beaucaire, the new director of the pit or-
chestra.

Ted Claire was the feature act of the program.
“Underneath the Wabash Moon” was his principal
song hit. He not only sang but did -eccentric
dancing and entertained with hokum funmaking.

In the dancing line there were also Gardner and
Douglas, grotesque and funny dancers, and Bee
Sarchez, the “madcap girl.” The chorus of six
likewise entertained with dancing, and like the
mounted police they “get their men.”

In the musical line were Lucy Brush, who calls
herself the “gypsy violinist ; Adelaide Kirchoff,
soprano, and the Brock sisters, harmony singers.
Among Miss Brush’s numbers were the “Hun-
garian Rapsody” and “My Little Gypsy Maiden,”
while Miss Kirchoff scored heavily with the old
reliable “Indian Love Call.”

The feature film was “The Magic Flame.”

Detroit Michigan

Week Ending October 15

Returning for a brief engagement here, Paul
Whiteman and His Orchestra featured the bill
this week. Among his musical numbers were
arrangements of “Rhapsody in Blue,” “Beneath
the Moon” and “Shanghai Dream Man,” draped
with appropriate scenic effects.

Again, Wilbur Hall exploited his cracked violin
to the loud approval of auditors ; played two horns
at once and finished by drawing “Stars and
Stripes Forever” out of a bicycle pump. The
Whiteman Rhythm Boys offered “Mississippi” and
“Broken Hear ted,” employing two miniature pianos
and lung power.

Overture: “Musical Contrasts” by the Michi-

gan Symphony with Eduard Werner conducting
and Arthur Gutow assisting at the organ.

New York Strand

Week Ending October 21

Due to the length of the picture, “When a
Man Loves,” the Strand is limiting its current
program to a prologue using the ballet. Waring’s
Pennsylvanian’s will warm the boards next week.

Originator of the New Organ SCRIMAPHONE PRESENTATIONS

Albert F. Brown

FEATURE ORGANIST

Alternating at the MARBRO and GRANADA Theatres, Chicago
All Solo? Conceived by Albert F. Brown and Staged by RAYMOND Q. DALTON

REPRESENTS A NEW ERA OF DE Ll'XE THEATRE ENTERTAINMENT

EDDIE HANSON

Solo Organist

BALABAN AND KATZ

UPTOWN and TIVOLI Theatres, Chicago

Solo Presentations —

JACK MARTIN

Featured Organist

TOWER THEATRE, MILWAUKEE

— Photoplay Synchronizing

W. REMINGTON WELCH

SOLO ORGANIST

THIRD YEAR AT THE

TIFFIN THEATRE CHICAGO

40

EXHIBITORS HERALD

October 22, 1927

Chicago Harding

Week Ending October 9

This week the Harding presented, in addition to
A1 Belasco and his Novelty Syncopators, the
famous Duncan Sisters in person as well as in
screen form in Topsy and Eva. The show ran as
follows :

Opening: In prologue foi’m in front of a drop
representing cotton fields down South with Virgil
Johansen, the original Uncle Tom in the stage
play and Marguerite Rickard singing Southern
tunes. This scene fades into the entrance of A1
Belasco who after an introductory speech leads
his band into a medley of Southern tunes.

The first artist on this bill is Jackie Heller, a
young fellow announced as A1 Belasco’s protege,
who offered “Just Another Day” and another
popular 6ong in the soft harmony crooning voice
that is very pleasing. This chap has a nice per-
sonality plus a saleable voice which coupled with
the proper training should make him well liked
some day. After an encore he was followed by
Kellogg and Lewis, two girls who offer an athletic
dance routine consisting of college stunts and
acrobatic features.

This was followed by A1 playing a saxophone
solo of “Are You Happy” to the band’s arrange-
ment of same followed by a trumpet specialty and
clarinet solo also played by Al. After a vocal
chorus of the same song, Al does his famous
Baby Sax solo while dancing a few steps and this
stops the 6how. Here is a chap that when he
picks up an instrument, knows how to play it
and we don’t mean maybe.

Marguerite Rickard followed singing “Remem-
ber” from the stage play of “Topsy and Eva,” a
very pleasing soprano with a splendid voice. Next
came the laugh hit of the bill in the form of a
film trailer showing all the famous stars in
Hollywood coming out of their limousines as they
were attending the premier showing of the
“Topsy and Eva” film starring the Duncan Sisters.

Throughout this entire trailer which lasted sev-
eral minutes, Al Belasco offered comedy chatter
and introductions a la M. C. In fact, it was Al’s
cute remarks throughout the film that really kept
the interest of the audience up.

This was followed by the Duncan Sisters them-
selves, in the flesh, who offered their famous
songs and comedy pranks that have made them
world-wide favorites. It is useless to say much
about these girls as they are in a class by them-
selves and have a particular manner of enter-
taining whether it’s talk or singing. They con-
stituted two-thirds of the show here this week and
had the audience yelling for more.

A clever bit for the Finale was done in the
form of "a prize fight counting” which depicted
the doubtful seventh round of the latest Tunney-
Dempsey battle in which Al Belasco took the part
of the referee.

St. Paul Capitol

Week Ending October 15

Thirty-five entertainers are giving Capitol pa-
trons a glimpse of musical comedy this week, with
a chorus made up of 30 St. Paul and Minneapolis
girls. The acts play before an orchestra which is
seated on a raised platform backstage and dressed
in harelquin costumes.

Billy Adams, master of ceremonies, has a
clever line but seemed unable to register with the
patrons.

Woods Miller furnishes the masculine music on
the bill. He has a fair voice but appears to be a
little out of place on the stage. Maxine Hamilton
is a diminutive song-and-dancer whose songs are
done in a babyish voice but who exhibits consid-
erable sprightliness in her dancing and gets a
good hand. Milton and Marsh, eccentric dancers,
get a good hand.

The chorus of local girls who really can dance,
are good to look at and appear in beautiful cos-
tumes, prove popular.

New York Paramount

Week Ending October 21

Another overture production, “Indian Etchings”
and staged by Paul Oscard, swung things into
shape here in great style this week. A tableaux
divided into three sets, depicting “A Warrior,”
“A Chieftain,” and “Two Indian Maids,” rounded
out the piece nicely and brought big applause.

“Just Another Day Wasted,” “Charmain” and
“Broken Hearted,” formed the combination Jesse
Crawford and Mrs. Crawford used this week to
satisfy the thousands that are coming to enjoy
them weekly.

John Murray Anderson’s “Dancing Brides” is
the good stageshow for the week, programed as
follows : The sets are better balanced than here-
tofore in Anderson’s works. No doubt the stage-
band puts life into the great gap, where only
costumes were before.

1. “The Waltz Bride,” wherein Josie and Jules
Walton are the bride and groom, and the ballet
forms the wedding party, while they do the fin-
ishing bit of their courting days, via the dance,
and with the help of Ben Black and the Para-
mount Orchestra.

2. “Sometimes I’m Happy,” by the band would
indicate perhaps there may be trouble ahead, if
so it will not be on account of the music. It’6
too good for that.

3. Charlotte Woodruff sings “Isle D. Amour”
for the wedding party in this spot, and did so
greatly. A fine voice, personality and mannerism.

4. Edith and Dick Barstow, do the “Ballet
Bride and Groom” in this spot. The boy does
some phenominal stunts in toe dancing and the
house didn’t hesitate to applaud.

Clay Steams, as the parson, dances his way in
and out of the picture. The eccentric steps were
good, and went over nicely.

Charlotte Woodruff sings Irving Berlin’s newest
song “Together We Two,” with the ballet in a
novel costume background. A pretty piece every
body is wanting to learn.

Milo, the old favorite, came in here and walked
away with the show as far as downright enter-
tainment is concerned. Milo, ever billed as a
mystery, is until you see and hear him. It’s six
years since this reporter saw him last at the
Palace, and there’s not a thing new in his act,
and I would have missed the old if there were.

Finale a “Wedding Cake” bit ended another
well balanced bill that passed all expectations.

Chicago Norshore

Week Ending October 8

This week’s stage show with Al Kvale ai.d his
Jazz Collegiates called “Rythums of the Day”
featured Miss Chicago. The program ran as
follows:

Opening: With Frank Sylvano singing an in-
troductory song with band playing behind scrim
curtain after which Al makes his entrance in
white Eton suit and announces the Collette Sis-
ters. These girls were reported many times
before.

A band arrangement of “The Dancing Tambor-
ine” followed with Al doing a saxophone solo.
This was followed by the Du For Brothers, a pair
of clever novelty dancers, who were reported
before in these columns. After a fine reception
they were followed by Kvale doing a specialty in
vocal style of “The Girl Is You” working in line
with the Gould girls in cute musical comedy style.
This is followed with a neat dance routine also
assisted by Al. As stated before, this chap does
something each show and is fast becoming the
talk of the town.

He was followed by Ross and Gilbert with
their comedy songs and jazz crooning which has
been reported before in these columns.

The next number was a Bathing Beauty rou-
tine with the Gould girls promenading on bridge
set in background with the entire scene forming
a beach view. In this number. Myrtle Volstead,
Miss Chicago of 1927, was introduced.

Finale: Was done in the form of a smart

rythematic dance of the day with the Gould
dancers on bridge as a string of various colored
lights are lowered from the sky as the entire
east appears on stage while the band plays a
hot tune.

St. Louis Loew’ s State

Week Ending October 14

Charles Dornberger and His Victor Recording
Orchestra was the chief stage attraction.

Adler, Weil and Herman and their little travel-
ing piano were back, as was Dorothy Barber from
Rufus Le Maire’s Affairs, with her dances.

Kirk Frederick’s overture selection was "Pirate
Dreams.” Tom Terry offered an organlogue.

al MARKELL and FAUN gay

“A LAUGH WITH EVERY STEP”

OCTOBER 22 to 28, PARAMOUNT, NEW YORK
Featured with JACK PARTINGTON’S “FLORIDA’’ UNIT— PUBLIX ROUTE

to follow.

HELLER and RILEY are also Direction of MAX TURNER—

working this week. William Morris Agency

SAM KAUFMAN

“The Painless Pianist ”

Doing His Comedy Sensation Again
For Years a Standard Vaudeville “Single”

Featured in MARKS and COONEY BROTHERS,
Chicago Theatres,

FLORENCE BRADY—

“ NOTHING BUT SONGS ”

Featured in a PUBLIX-STAGE-BAND-UNIT
Opening in Des Moines next week.

Direction— MARVIN WELT and WILLIAM MORRIS AGENCY.

HARM and NEE

99

“Those Two Cadets

For DeLuxe Picture Houses

ASCHER’S and COONEY BROS.

Are Satisfied They Played Us

October 22, 1927

EXHIBITORS HERALD

41

Chicago Uptown

Week Ending October 9

“The Big Parade” with John Gilbert was the
big feature here this week. Frankie Masters and
his band with a Publix stage unit called “Banjo
Mania” featuring Harry Rose and several others.
This is the second unit to come from New York
that has failed to click in Chicago. To the esti-
mation of this reporter “Banjo Mania” is one of
the most poorly constructed, weak casted Publix
units that the East has ever sent to the West.
The show ran as follows:

Opening: In full stage setting back drop repre-
senting a semi-circle of banjos, the band playing
an arrangement of “Are You Happy Too.” At
this point, Frankie Masters enters introducing
two girls who play banjos joined by the band in
an arrangement of “You Don’t Like It,” this
was followed by two boys also playing the banjo.
A band arrangement of “Waiting for the Rain-
bow” followed next with Frankie Masters and two
other boys in the band forming a harmofiy trio
who offered the song in vocal style. A point of
interest is the clear announcements made by
Frankie before introducing each specialty. This
chap has a very pleasing personality and is prob-
ably one of the best clear spoken band leaders
in town today.

This was followed by a Sister team Ginging har-
ra»ny of "Sundown” and “Somebody to Love
these girls have fine singing voices but somehow
failed to register here. One of the reasons may
be to their extra long singing arrangement of
"Sundown.” They were followed by Harry Rose,
who besides singing a few new songs, offered
practically the same routine that he gave at this
house some few weeks ago. It was hard going
at first for Harry at this show but they seemed
to warm up for him toward the finish.

Finale: A scrim drop bearing five banjo-heads
all transparent to display characters behind them
playing real banjos. The band at this point
played a very clever band arrangement of
"Hallelujah” as the second curtain on the level
platform rose to display a very pretty background
with cast assembled on it.

Milwaukee Wisconsin

Week Ending October 15

“Cartoon Capers” this week with the stage
orchestra is a clever presentation. As the curtain
opens a long canvas stretched almost across the
stage bearing drawings of a cartoonist at work,
a couple on the dance floor and another at a table
with holes for the respective heads of the in-
dividuals, greets the audience. From back of the
drop with his head through the hole, the orchestra
leader sings an impromptu song to “Gorgeous.”
The other characters also sing funny ditties to
“Barney Google.”

The drop lifts showing the orchestra in a unique
setting with a back drop of funny papers and
two large ink wells on either side. The orchestra
i6 dressed in white with red head pieces and
sashes and from the “ink wells” the Six Tivoli
Girls make their appearance in checked clown
suits each bearing a large white card.

The leader, in artist costume, draws comic page
characters with charcoal. During this part of
the presentation, the orchestra continues to play
and as each sketch is finished the girls do solo
dance steps.

Charles Elbee does comic dancing in his loose
jointed fashion which nets him a neat bit of
applause.

Ilomay Bailey, who has a very good voice, is
with us again this week and sings “Just Once
Again,” and “Love and Kisses From Your Baby
to You.”

The orchestra goes into “Sunny Italy” and
Eddie Rice, in toreador costume, but with rather
a weak voice, sings the chorus. The comic paper
drop lift to allow a gondola with Rice and a
senorita to float past while they again sing the
chorus.

Lewis and Dody sang for their first selection,
“Hello, Hello, Hello.” "Everybody’s Sister But
Yours and Mine” was their next, followed by a
ventriloquist act with one of them serving as the
dummy, which made the house roar. During this
the one sang the “Russian Lullaby.” They were
called back for a number of encores.

The Six Tivoli Girls next made their appearance
in a clever dance in which each carried a chair

and in which the band leader took part. They
sang “You’re Just the Girl I’ve Been Looking
For.”

"Miss Anabell Lee” was next by the orchestra
with the chorus by Eddy Rice. At the finish of
this selection Ilomay Bailey, and Lewis and Dody
flashed a short funny skit on the upper stage deal-
ing with the trials and tribulations of married
life.

Myrtle Gordon, a blues singer, entertained with
“I Ain’t Takin’ Orders from Nobody,” “Baby
Feet Go Pitter-Patter,” “Real Estate Papa,” and
“You That’s Who,” and they pleased the audi-
ence.

The next number, “The Enchanted Forest,” by
Les Kicks Company was novel and entertaining.
It played to a darkened house by means of
phosphorescent lighting. It included all kinds of
grotesque figures some of which were puppets and
others people in disguise. All of them went
through some kind of a dance and with the
various lighting effects produced an interesting
spectacle.

Johnstown State

Week Ending October 15

Opening the show with the M-G-M News pic-
tures of the four Yankee-Pirates world series
games. Next came the comedy, “Sure Cure,” with
the organ solo by Mack Edwards, “Highways Are
Happy Ways,” following.

After this came the stage presentation. Hazel
Green and Her Orchestra. Opening with a lively
medley in a special setting. Miss Green made her
entrance, singing “Ain’t They Sweet,” in which
she introduced the members of her eight piece
jazz band. Then two specialty tap dancers came
in for their bit, and finished to great applause.

Then Miss Green vocalized with "Birdseye View
of My Old Kentucky Home,” and a feminine
dancer of her company followed with a snappy
Russian dance specialty. The two men dancers
came in again for another stepping specialty,
after which the act encored with the “Black
Bottom,” to good applause.

The feature picture, “Mockery,” starring Lon
Chaney, concluded the performance.

PAUL a Cl SPECHT

FEATURED AS

“THE CAPITOLIANS”

AT THE

Capitol Theatre, New York

Week of October 10th, when all Capitol box-office records were
“SMASHED”— wishes to thank THE CRITICAL PUBLIC AND PRESS
for a phenomenal premiere success which has made it possible for
PAUL SPECHT to receive new recognition by being appointed as
ORGANIZER - MUSICAL COACH - DIRECTOR AND MANAGER OF
STAGE ORCHESTRAS NOW BEING FORMED FOR THE BIG
LOEW PICTURE HOUSES.

NOTE : Versatile Orchestras and
Musicians who can be featured — see
SPECHT for AUDITIONS and INTER-
VIEWS—NOW.

SPECHT

NOW!

Room 220, 1585 Broadway
(Strand Theatre Bldg.)
NEW YORK CITY

42

EXHIBITORS HERALD

October 22, 1927

New York Roxy

Week Ending October 21

Overture to “William Tell” by the Symphony
Orchestra opened another great program at the
Roxy this week.

“Nocture” was the firet divertissement, using
the ballet as a background, five classical dance
teams, Don and Mae, Muriel and Fisher, Carlo
and Norman, Parmeta and Miller and Warren and
LaMar, opened in beautiful museum set and went
through their paces in fine unison. Bathed in
blue, the ballet work itself was a thing of
beauty. As the man behind your reporter said,
“That's an eight dollar act.”

A silhouette, “The Spider and the Fly,” re-
ported in these columns last week, repeated on
this week’s bill due to the great reception it
received.

A Georgia Camp Meeting with Hall Johnson
and the Carolina Serenaders. Set represents the
inside of a gospel tent and is a knockout bit of
atmosphere. Numbering about 40, they pack a lot
of volume, tone and shading into rich melodies
of the type and like associated with a good old
Georgia camp meeting. Big applause.

On a Roof Garden — Irving Aaronson and His
Commanders and the entire Roxy ensemble, total-
ing about 200. Supper club de luxe set, with
band and table couples as background, pro-
gramed somewhat as follows: “East Side, West
Side,” National Male Quartette, the Commanders
and Ensemble; “Down by the Winegar Works,”
masterfully sung by Frank Moulan. A novelty
dance, Elsa Greenwell ; Irving Aaronson and His
Commanders; “Miss Annabelle Lee,” sung by
Lew Pollack; “She Was Just a Sailor’s Sweet-
heart,” sung by Joe Burke, E. Carlos and Inez
Whirlwind Dancing; “Wabbly Walk,” Red Stan-
ley, the Ballet Corps and the Commanders intro-
duce a new song and dance piece ; a bowery dance,
Muriel and Fisher. Good team work, something
a little new in their work, nice applause.

Finale, “East Side, West Side,” Chic Ciccone
and his musical funnel and the entire ensemble,
end up this tremendous program, that was chuck
full of entertainment and applause down to the
last step and note.

MARK FISHER

That Golden Voiced Leader of the
MERRY MUSIC MASTERS

Alternating Weekly Between SENATE and
HARDING Theatres, Chicago
Featured in LUBLINER and TRINZ
Stage Presentations

Chicago Granada

Week Ending October 16

“Sparkles and Spangles” was Charles Kaley’s
presentation this week. The show opens with the
Granada girls, dressed in beautiful costumes with
wide skirts, doing a dance routine.

Kaley enters and announces two band num-
bers. "Are You Happy?” and “Sometime I’m
Happy.” The band sings the firet song and
Kaley sings the second. Number good.

Mable Hollis comefi on to sing “Swanee Shore”
and “Sing Me a Baby Song.” Although she has
only a fair voice she receives one call and one
encore.

Then comes the act that keeps the house in an
uproar. It is Arnold Bailey and Company. Bailey
announces that he has invented a new radio. He
rolls it on the stage, and it’s some radio. It has
a maze of dials and accessories including hot
water bottles, tubes of tooth paste, coffee pots and
what not. Bailey gives a demonstration and his
monologue is clever. It is an extremely funny
and clever act. A man inside the radio produces
all the funny sounds. Act gets three calls.

Stanley and Birnes, of vaudeville and revue
renown, are next. They give their well known
song of two drunks, “I’ll Go Home to Your Wife,
and You Go Home to My Wife,” which goes over
big with the house. They do a staggering drunk
dance that is as good as the song. As an encore
they do a burlesque on classic dancing. The act
is good.

Kaley and his band next offer “I’m Making Be-
lieve I Don’t Care,” with Kaley singing the song.
It is a pretty number and Kaley sings it excep-
tionally well. House demands encore.

Then come the Loomis Twins, dressed in baby-
doll clothes. They sing together “Dew-Dew-Dewey
Day,” to a good applause. One then sings “Bro-
ken Hearted.” This gets a good hand but this
reported did not care for it. It was too much sob
stuff. Then the other twin enters to give an
imitation of Ted Lewis singing “Me and My
Shadow.” The young lady knows all the trick of
Lewis and the imitation won a big hand. The
two then sing “Side by Side,” and then their first
offering again as an encore. Their voices sound
much better when they sing together. The act,
while not being a knockout, is good entertainment.

Finale : Stanley and Birnes do another dance,
and the Granada Girls and rest of cast come on as
curtain falls.

Atlanta Howard

Week Ending October 15

The Howard’s presentation, “Iceland Frolics”
played in well this week with a cool snap cover-
ing the city.

Helen MacFarland, a 6mall auburned miss who
was a bit too effusive, proved herself versatile,
being a songster, dancer and whipper of the xylo-
phone rods. She was well liked. Then came
A1 Short with his surprise in offering his first
real jazz number, “Tiger Rag,” by five of his
Melody Boys. George Lee Hambrick at the organ
helped out conductor A1 and the boys.

An Eskimo Ballet gave its version of the black-
bottom and received a fair hand. Atlanta audi-
ences are not any too limber on ballets, however
good they may be. Coster and Hewlett, a singing
team, were good in an operatic duet with prison
scene.

more personality than the general run and re-
ceived a recognized applause.

But the drawing card was Dorothy Johnson, a
10-year-old Atlanta child who was held over from
the “Kiddies Dreamland” revue which A1 Short
and Virginia Semon staged last week. Dorothy
sings and plays the saxophone with a true pro-
fessional air and the house told her so.

An added attraction was given at each evening
performance representing “College Night,” at
which time a short performance was staged by
individual representatives of five colleges and the
Atlanta high school. This stunt drew a good
additional crowd in the boosters and rooters for
the various schools.

Chicago Sheridan

Week Ending October 16

The presentation was called “Buck’s Premier
Mintrels.” The show opens with the orchestra
and performers arranged and costumed in true
minstrel style. The curtain rises with band play-
ing “Alexander’s Ragtime Band.” Verne Buck
enters in white minstrel costume to lead band
through “Hallelujah,” with the Joe Keith Girls on
the raised platform doing dance routine with
tambourines.

Phil Fleming sings “You Sing That Song to
Somebody Else.” He has an exceedingly strong
voice and knows how to use it, and is given a
good hand.

Jack and Harold Kennedy are the two end men
in black face. One sings a comic song, does a
good comic dance, and in wise cracks with Buck
gets a round of laughter.

The Day Sisters sing a medley of songs, all
directed at Buck. They sing snatches from “Take
Your Finger Out of Your Mouth,” “Kiss Me
Again,” "Give Me a Little Kiss, Will You, Huh,”
and “You Who, That’s Who.” They know how to
put over their songs and the audience registers
its approval.

The Joe Keith Girls do a good soft shoe dance
routine. A very pretty number.

The band plays a good arrangement, "Blue
Heaven,” and Driscoll a band member, sings it
effectively.

The Five Freshmen can sing songs, and how !
They sing “Since I Found You,” “This Is My
Lucky Day,” and “Where Do You Work, John.”
They have an original style which goes over
great. One accompanies on a small piano.
As an encore they pull the piano off stage by
a rope while singing “The Volga Boatman.” A
corking good act.

Harold Kennedy gives some good buck dancing
and encores with an imitation of a short legged
man dancing. A clever dancer.

The band plays “No Land’s Like Dixieland,”
followed by “Did You Mean It,” with Frank Wil-
son singing it, and when Frank sings, the audi-
ence never fails to express its approval.

Quail and Kelley do a good comic dance and
follow with good tap dance. They sing a travesty
on “Under the Shade of the Old Apple Tree”
while dancing. The boys go over fine.

Finale: The Joe Keith Girls, dressed in clever
costumes run onto the stage to give a good
“March of the Wooden Soldiers” drill. The en-
tire cast enters and the curtain falls with the band
playing Hallelujah.

Entire show good as a whole and as separate
acts. Improvement has been made in the quality
of the Sheridan presentations.

( Continued on page 43)

Brown and Baily, eccentric dancers, possessed

COSTUMES FOR RENT

PAUL ASH uses a set of PARAMOUNT Costumes each week at the ORIENTAL
Theatre, Chicago. We will Rent same outfits to OUT-OF-TOWN THEATRES

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

HENRY MURTAGH

Chicago Theatre
CHICAGO

October 22, 1927

EXHIBITORS HERALD

43

LOSAYS

Someibing
about5
Everyone

Hello Folks! . . . Sorry to have kept you wait-
ing for the weekly scandal but rest assured it
will not happen again. . . Many thanks for your
kind letters. . . . Here goes. Do you know that
Paul Ash, the Daddy of Band Leaders leaves for
Europe on November the 6th ? . . . Yes, he will
take a six weeks trip in search of new talent
and ideas. . . . While away our friend, Mark
Fisher will take his place at the Oriental. . . .
This week the Chicago Theatre is celebrating
its birthday with a huge anniversary stage show
which include Lang & Voelk, the popular har-
mony singers. . . . George Givot, popular stage
and Vitaphone artist, i6 doing a master of cere-
monies at the Hollywood Barns, Chicago. . . .

Markell & Faun start a second tour of Publix

this week in Jack Partington’s “Florida” unit

now at Paramount’s. . . . Art Kahn, formerly
with Lubliner & Trinz will soon open in New
York with a new band. . . . Wallace & Cappo
just started a tour of Publix in a band unit. . . .
This same unit features Jean & Fritz Hubert,
comedy dancers. . . . Novelle Bros., are now do-
ing some night club work around Chicago until
their new Presentation contracts are ready. . . .
Speaking of Night Clubs do you know that Mike
Fritzel, formerly of “Friars Inn” is now in
charge of “Club Ansonia”. . . . And that Dan

Blanco, formerly producer of the Moulin Rouge
shows is now owner of the “Club Alabam” in
Chicago? . . . The Haines Twins, sisters of the
popular Norshore theatre organist, Chauncey
Haines, are now doing a presentation act and
will soon be seen in Chicago. . . . Eddie Hill is
master of ceremonies this week at the Diversey
theatre, Chicago, with Joe Kayser and Band. . . .
Boys ! Don’t forget to keep in touch with all the
new songs out by reading, “Sid Says About Songs”
in this section, a column written each week by
Sid Berman. . . . Publix will open two new de-
luxe picture houses next month. . . . One will be
in Fort Worth, Texas, and the other in Denver,
Colo. ... Be sure and read the lead story this
week on page 35 about Loew Circuit organizing
band units under the supervision of Paul Specht.
... If you know of anyone that would make
a good leader get in touch with Specht at once.

. . . We hear that Milton Charles, formerly fea-
tured organist for Balaban & Katz, is now solo
organist at the Capitol theatre. New York. . . .
Stanley & Birnes are back in town and are be-
ing featured in Marks Bros.’ presentations. . . .
Louis McDermott, stage producer at the Oriental,
Chicago, just returned from New York where he
took in several new shows for ideas on future
Paul Ash presentations. . . . Marvin Lee, of the
Milton Weil office, is making a tour of the South
for the firm on business. . . . Buster Brown, one
of the features of George White’s Scandals is
doubling at the Deauville, a Chicago Night Club.
. . . Albert F. Brown, featured organist for Marks
Bros, has renewed his contract with the firm.
. . . The Embassy theatre, Chicago, a neighbor-
hood house under the management of J. J. Mc-
Keown is offering “Tea Matinees” every Monday
to stimulate women patronage. . . . Fred Mann is
now featured at the Criterion theatre, in Okla-
homa City, Okla. . . . Reports state that Mann
and his band are making a huge hit. . . . Next
week our New York presentation representative,
Gannon Kearins, will start a “Back-Stage” col-
umn for first hand news of New York band-
showa. . . . The Lawndale, a new deluxe picture
house in Chicago opened on Oct. 19 at Roosevelt
and Crawford. ... It will present stage band-
shows and pictures.

A. RAYMOND GALLO.

STAGE SHOWS

( Continued, from page 42)

Chicago Avalon

Week Ending October 16

Buddie Fisher presented a good show this week
under the title of “Broadway Night Life,” and the
one set used throughout is a striking representa-
tion of a night club. Show opens with band play-
ing “The Doll’s Dance.” Ballet enters singing,
with each girl carrying a serving tray. They keep
time to the music by kicking the trays. Four of
the girls exits and enter again, pushing a large
cigarette package. It opens and Fisher steps out.
Fisher and his band go into “Who’s That Pretty
Baby,” a well arranged and snappy band number.

Fisher announces Hon Williams, who sings
"Songs of Songs” and “Broken Hearted” in fair
but not extraordinary style.

Miller and Peterson follow with a song, a dance
number by one of the pair which is good but
not original, then another song with ukulele and
mouth organ accompaniment. They then do a tap,
and a good one. Their encore is even better.
The boys can dance.

The ballet enters to do a tambourine routine
while seated on small folding stools. It gets a
good hand.

The Collegiate Four give some hot song num-
bers. This pleasing quartette knows how to put
over songs in a style that registers. They sing
“A Bird’s Eye View of My Old Kentucky Home"
and “Till Dawning,” and then do a good jazz
number with jazz horns and a ukulele. The
audience brings them back till they give an imi-
tation of a circus caliope and a Scotch bagpipe.

The band follows with “Are You Happy.” Then
comes a charming young woman, Auriole Craven,
whose voice is a bit weak, but her personality and
versatility put her over fine. She sings “You
Don’t Say Yes and You Don’t Say No,” and then
gives a violin number. While playing the violin
she dances and does a good split and high kicking.
She gets a number of encores.

Buddy Fisher follows with a good imitation of
Ted Lewis singing “When My Baby Smiles at
Me,” and “Just Around the Corner.” They prove
Buddy is good at imitations and that there is only
one Ted Lewis.

Detroit Capitol

Week Ending October 15

On the stage this week was a double unit show,
the initial entertainment being evolved from or-
gan slides, “Musical Generations,” with Donald
Miller, organist; Charles Jolley and Lillian Poli,
both excellent singers ; and a chorus of 20 mixed
voices. The other half also revealed talent under
the label, “Carnivalesque,” which included some
splendid music by the Capitol syncopators under
Tennachus’ direction, the Lomas troupe doing its
stuff on stilts and a pair of unidentified perform-
ers who raise high glee with a burlesque horse
number.

From the days when “Annie Rooney” and
“Bird in a Gilded Cage” were considered hot stuff
to the present! This constituted the theme for
Miller’s sprightly novelty and striking contrast
was made through the use of an old time music
hall settings as well as elaborate scrim scenes
for “II Travatore” and “The Anvil Chorus.”

The comedy and song organlogue was followed
by clever routines. When the applause had ceased,
the curtains parted again for the second offering
— dancers, singers and orchestra all worked to-
gether during the first few minutes. Eddie Mat-
thews, a nimble stepper, was the first individual
to score heavily with a smart routine. He was
followed by Charlie Jolley whose vocal offering
“Dawn of Tomorrow” drew further acclamation.
The Lomas troupe came on next, all the members
supplying unique stilt stunts.

“Song of the Vagabonds,” orchestral arrange-
ment, running into “Song of the Flame,” as the
entire cast appeared to finish the show spectacu-
lar with song and colorful costume, proved the
hit of the occasion.

DAVID GOULD

LUBLINER & TRINZ
BALABAN & KATZ

Production Dept.
Chicago

A friend is the most valuable gift in the world.

It was certainly a great pleasure to me to find I
had SO many. I thank you all from the bottom
of my heart.”

SEVEN BEST SELLERS

Week Ending Octoger 15

“What Do We Do on a Dewey
Day” (Irving Berlin, Inc.)

“Just Once Again,” (Leo Feist,
Inc.)

“Here Am I Broken Hearted,
(DeSylva, Brown & Henderson.)

"Desert Song,” from the play
Desert Song, (T. D. Harms, Inc.)

“Me and My Shadow,” (Irving
Berlin, Inc.)

“Just Another Day Wasted Away,’
(Sliapiro-Bernstein).

“Sing Me a Baby Son,” (Leo Feist,
Inc.).

Note: This week the hrst two
songs listed above are tied for
number one honors. The other
live are best sellers.

THOUGH I BELONG TO SOMEONE ELSE
(I’m Still in Love With You)-— (Will Rossiter)—
Suitable for actors and orchestras. Written by
W. R. Williams who is responsible for some of^
America’s biggest hits.

* * *

LOOK IN THE MIRROR (And See Just Who
I Love)— (Jack Mills, Inc.)— By Coleman Goetz
and Sam Stept. The title of this song reminds me
of the late hit “I Love Me.”

# * *

MAGIC FLAME — Boston Music Co.) — The
theme song of the picture of the same name now
current in Chicago. The melody was adapted
from the “Toselli Serenade.”

* t *

THE ROSE OF MEMORY LANE— (Chappell-
Harms, Inc.) — Music by Westell Gordon. A song
by the composer of “Far Away Bells,” that is
destined to become a classic.

* * *

WHEN SHADOWS FALL— Chappell-Harms,
Inc.) — A high class song. perfect for this firm who
publishes some of the biggest hits of this type.

* * *

MISSISSIPPI MUD — (Shapiro-Bernstein & Co.)
— A song on the order of “Muddy W aters, ’ writ-
ten by Harry Barris, who is now with Paul
Whiteman. Incidentally the famous band leader
will be here in a few weeks and will no doubt
start the song.

* * *

WINGS— (Sam Fox Pub. Co.)— Lyric by Ballard
MacDonald, music by J. S. Zamecnik. The theme
song of Paramount’s Picture of the 6ame name.
This picture is one of the greatest in years, and
should help the sale of this song. Very attractive
title page.

* * *

PHANTOM OF THE BLUES — (Larry Conley,
Inc.) — Words and music by Fred Rose. A song
on the order of “Birth of the Blues.” Weird and
entrancing.

# * *

DON’T TELL A BLUEBELL — (Irving Berlin,
Inc.) — I’ve never seen a bluebell but after hearing
this song I will never tell any of my secrets to a
bluebell. This song was written by Little Jack
Little, America’6 radio star, and Lewis and
Young who need no introduction.

* * *

THE BEGGAR — (Henry Waterson.) — Ted Sny-
der wrote this one. A dramatic song on the
order of “Song of the Wanderer.”

* * *

ROSE OF THE VOLGA— (Leo Feist, Inc.)— A
Russian melody that is being played a whole lot, a
haunting tune. Music by Ted Shapiro and a
perfect lyric by the old master, Gus Kahn.

P. S. : ..Send me your new songs for this col-
umn.

SID BERMAN.

44

EXHIBITORS HERALD

October 22, 1927

THE THEATRE]

I O^iSDepartmtnt of Practical Showmanship j

GOLDMAN CASHES IN ON FOOTBALL
SEASON TIEUP WITH HIGH SCHOOL

Now that the football season is in full swing, there of the Milwaukee Theatre Circuit’s Downer theatre,
are many exploitation stunts that the theatre man- has already cashed in on this football season with a
ager can work in connection with high school or col- corking good exploitation that has greatly increased
lege teams in his town. David J. Goldman, manager the high school patronage of his house.

Riverside High School with an enroll-
ment of about 1,500 is located in the neigh-
borhood of the Downer theatre. This
house has always been a sort of meeting
place for the high school students and a
considerable amount of the theatre’s pat-
ronage has consisted of students and their
fathers and mothers. Riverside High
School “copped” the city football champion-
ship last year, and naturally everybody in
the neighborhood is rooting for them to re-
'peat this year.

Goldman was awake to his opportunity
and the first game played by the school
was widely exploited by him. He sent
letters to the players on the team and
also to the coach inviting them to attend
Riverside Night at the theatre on the
Friday before the game. He had his
lobby appropriately decorated for the oc-
casion with cuts of footballs and the high
school’s pennants in black and orange,
the school’s colors. He had his ushers
dressed in black and orange sweaters
with the “E” emblem of the school and
black and orange skull caps.

He also placed a large board in his
lobby announcing in black and orange
letters that this was “Riverside Night.”
In his letters to the coach and team he
invited them to come to the show to at-
tend a pep rally before Saturday’s game,
and also invited them to come again on
Saturday night to celebrate their victory,
and to come every Friday and Saturday
night during the football season for the
same purpose.

For this first week he had published
a special program carrying pictures of
the coach, the captain of the team and
the high school principal, each with a
short story. The program was printed
in black on orange paper and also car-
ried the team’s complete schedule for the
season.

On the front page of the program the
manager had printed a short message to
the team and school in editorial fashion
in which he invited them to come to the
theatre every Friday and Saturday night
each week to do their celebrating.

Ad Pays for Exploitation

Goldman states that it cost the theatre
hardly a cent because there was an ad on
the rear of it which paid for the publish-
ing. Also the sweaters were furnished by
a neighborhood sporting goods store which
desired a bit of publicity so that the cost
of the expolitation was practically nil.

At the Friday night’s show Goldman
appeared on the stage and told the audi-
ence that he was with the team heart
and soul, and was expecting them to win

again this year. He then introduced two
of the candidates for cheer leader at the
High school, who got up on the stage
and led the bunch through a number of
yells, which had been thrown on the
screen with slides. Some managers
might think that a bunch like this may
be noisy all through the show, but Gold-
man did not have any trouble. In his
address he explained to them that the
management was giving about five or ten
minutes for them to stage their pep rally
and he hoped that they would co-operate
with him to the extent of remaining
quiet during the performance.

Janitors Distribute Programs

This special program which was issued
only for the first week carried also the
pictures which were to play that week
and also coming attractions. For the
distribution of his programs and litera-
ture, Goldman has a mailing list of about
400 consisting of names handed in at the
box office. Also he has arranged with
the janitors in about 30 apartment houses
in the neighborhood to distribute the
programs to each apartment, for which
he presents them with a pass to the show.
The programs are also distributed by the
ushers in the lobby of the theatre.

The exploitation worked to perfection.
On the Friday night the theatre was
packed. The entire team came to the

theatre together with at least half of the
school students. On Saturday night fol-
lowing the game, the teams and stu-
dents of both schools came to the thea-
tre again.

The Downer theatre is assured of a
large high school patronage every Fri-
day and Saturday night during the foot-
ball season, as a result of an exploita-
tion that did not cost the theatre a cent.

Motion pictures were made at the first
game and were run for three days the next
week. An unusually large turnout was
obtained these three nights. The presence
of the football coach was obtained one
night during the showing. Goldman in-
tends to take pictures of each game and
run them three nights each week.

There are many ways in which a thea-
tre can win the support and patronage
of high school students in connection
with the football season. One theatre
manager in a Southern city gives a ban-
quet for the members of the football
team each year at the end of the season.
This has won him the support of the en-
tire school.

Another theatre manager donates a
number of blankets to the team each
year. The blankets are in the school
colors. On one side is the school initials
and emblem; on the other is the name
of the theatre with a line saying that the
blanket was donated by the theatre.

COACH

JOHN E.
HAFEY

- PROGRAM

MONDAY and TUESDAY

OCTOBER 3-4

bt>y^>Hh<T Sf.cn Million. * SUT—

WELCOME RIVERSIDE STUDENTS'

YEA!! TEAM"

SOCK 'EM AND ROCK 'EM
FOR VICTORIES

CAPTAIN
Herbert Von Eiff

blni

J!hU wYrr&’dKl

THE SCHEDULE

OCTOBER l.t—

Shorcwood at Short wood

Kickoff at

2J0P M

OCTOBER *Uv-

Waihington High *i City Stadium

KickoS at

2-JO P. M

OCTOBER IStb—

North Diviaioa High at Athletic Park

KickoS at

2 JO P. M.

OCTOBER Z2n&-

Boy* Tech. High at City Sodium

KickoS at

2 JO P. M.

OCTOBER 29lb-

Bay View High at Oty Stadium

KickoS at

2 JO P M

NOVEMBER Jlh—

West Divialon High at City Stadium

KickoS at

IDOPH.

NOVEMBER 12th— HOMECOMING—
South Dhrialon at City Stadium

KickoS at

2 :00 P M

PRINCIPAL

GEORGE E. CHAMBERLAIN

PROGRAM

WEDNESDAY-. THURSDAY AND FRIDAY
OCTOBER Sth, 6th and 7th

Mightiest Spectacle The World Has Ever Kbowb

This program was used with the special Friday night show held for the high
school football team and students by the Downer theatre, Milwaukee. Notice
the photographs and stories on the coach, football captain and high school
principal. This exploitation tieup packed the theatre and insures a big
school patronage during the football season for the Downer.

EXHIBITORS HERALD

45

October 22, 1927

Theatre’s Ushers
Hand Each Patron
Miniature Program

K. F. Boothman, resident manager of
the Gladmer theatre, a Butterfield
house, at Lansing, Mich., has hit upon
a novel method of announcing his com-
ing attractions to patrons.

As each patron enters the theatre, he
is handed a small card, about half the
size of a playing card, by the usher who
shows him to a seat. On this card is
printed a letter in which is given the list
of coming attractions. It is signed by
the usher. Below is a reproduction of
one of the cards. It is typical of the
cards used each week.

For Your Personal Information

I thought you might be interested in
what we have coming to the Gladmer dur-
ing the month of October:

Lillian Gish in “ANNIE -LAURIE,’’
Laura La Plante in “THE CAT AND
CANARY,” Sally O’Neil in “THE CALA-
HANS AND MURPHYS,” Clara Bow in
“HULA,” John Gilbert in “THE BIG
PARADE”; also the most wonderful pic-
ture you have ever seen, “CHANG.”
Every one is mighty good and I hope that
I have the pleasure of seating you at
each one of them.

With courtesy

YOUR USHER.

The use of this little card has proved
to be very effective. Its small size
creates curiosity in the minds of the
patrons, and insures their reading it. It
tends to create a more personal relation
between the theatre’s ushers and the
patrons. Also the personal style in
which the note is written does away with
the formality of the average announce-
ment program.

Programs Sent by
Mail Boost Trade
ofTeatro Del Lago

The Teatro del Lago, located about
20 miles north of Chicago, on the shore
of Lake Michigan, and between the vil-
lages of Wilmette and Kenilworth, 111.,
had an unusual problem confronting it
in the advertising of its patrons. Due to
the location of the theatre, few people
ever passed it, except when they came
to the theatre to see a show. Automo-
biles are the only means of transporta-
tion to the theatre. Newspapers pub-
lished in surrounding villages could not
be depended upon for adequately adver-
tising the theatre’s pictures.

The advertising problem has been
solved with the use of direct mail adver-
tising. An average of 3,000 programs
are mailed to patrons each week. The
programs are attractively printed on
sheets, eight by fourteen inches. Illus-
trations are used with the announcement
of each picture.

The mailing list is composed only of
names of people who have requested
for the program. This gives a list of
people who are actual theatre goers, and
who are interested in the theatre.

The requests are obtained wth the use
of request cards. The cards read,
“Please enter my name on mailing list
to receive weekly program and other
special announcements.” A slide is run
during each performance three days a
week which informs the patrons that an
usher will hand them a request card as
they leave the theatre. As many as
4,850 people have signed cards in one
week.

RED HOT ADS for

v'.Trrri.j —

Wth Sea
Love

Jfi&Love^1

ill

PATST RUTH
MILLER

’3“

‘T2vS.7“

(twTT)

One Moment of Love Forbidden—
And then— Like a Typhoon in Its
Fury-The Passions of Tortured
Souls Unleashed!

Wth Sea

Love

SL A

Sea

Love

|

. - tel

Aouth

TSea

Love

These two illustrations are from pages of F B O press books on
“South Sea Love,” (above) and “Jake the Plumber.” These press
books, in two colors, will be especially helpful to exhibitors. They
contain extremely good drawings of novel designs, newspaper
features and special exploitation stunts based on practical lines
which are aimed at box office results. The pictures will be re-
leased generally this month.

Thousand Box-office Records

PIPE THIS MONEY WRENCHING

EXPLOITATION

Collect Those Delinquent Box«Office Accounts!
They’re Long Overdue — But FBO Collection
Service Will Bring Them In!

Here'* one that'll bring 'em to y our Boa office the way a Sheriff
bring* 'em to court with tubpoenaa! The biggeal bos-officc exploitation
•tunt of the age! The greatett howl of the time*! Read 'em and reap!

Have your printer make up a big batch of letterhead* and billhead*
for Jake The Plumber On the letterhead* you will have at the top-
JAKE THE PLUMBER. Put the telephone number and addrea* of

JAKE THE PLUMBER

YOUR ADDRESS

Sold fo ( Name of Theatre ) C

Editors Will Go Wild
Over This One!

All your life you’ve been praying for a faat one tike
thia! Your prayer* are an* wered! Here'* a «tunt that'*
dropped right down into your lap like manna for the chil-
dren of Itrael. Pick your edi tor. Flaah thi* one on him.
And he’ll make a running jump and dive for it!

Co to t)iB with thi* copy and luiiest to him that
he pull a conic* I on JAKE THE PLUMBER HE'S SO
DUMB THAT Suggol to bun that he appoint a
JAKE THE PLUMBER CONTEST EDITOR Have

HOW DUMB IS JAKE?

JAKE THE PLUMBER CONTEST EDITOR
(NAME OF NEWSPAPER)

46

EXHIBITORS HERALD

October 22, 1927

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

THE MATTER OF MURDER
w RITING of “After Midnight” in the

October 8 issue, and finding it personally
incredible, I said, “I confess to having ex-
plored both the inns and outs of our com-
munity, not once but repeatedly, without
encountering anything like the pictures as-
sure us is to be encountered (in a big city
after midnight), by even the stray youth and
maiden from the hinterland.” This morn-
ing, two weeks after writing these lines, I
am forced to confess to a change of opinion
— for last night a 21-year-old boy and his
two 19-year-old girl companions were shot
and killed while passing my modest dwell-
ing and the bodies of the girls were hurled
onto the pave in front of my home.

After viewing this scene of carnage at the
unreasonable hour of 2 o’clock in the morn-
ing, and after following through with the in-
vestigators until facts in the case had been
established to the satisfaction of the police,
I retract my statements regarding the im-
probability of “After Midnight” and pro-
nounce the same a modest and restrained
presentation of nocturnal activity in the
modern metropolis. In fact, were I to write
a picture of the sort at this time — but then,
I have no intention of doing so.

MR. WENGER IS RIGHT

0 N another page of this issue, in a letter
to the editor, Mr. R. S. Wenger, veteran
exhibitor, states a disbelief in my ability to
forecast the drawing power of motion pic-
tures. He specifically mentions “Hula,”
which has been mentioned by others in simi-
lar vein. I agree heartily with Mr. Wenger,
as well as the others, and offer a paragraph
in explanation of my agreement.

I have repeatedly stated that I do not con-
sider myself (nor anyone else) competent to
forecast the drawing power of any motion
picture. Were I competent to do that thing,

1 should get a theatre and speedily corner
the word’s supply of ready money. (So
would Mr. Wenger or anyone else who pos-
sessed foresight of this order.) When mak-
ing this statement, which I try to include in
every fourth issue of this paper, I always
add that for this reason I do not write
prophecies and I explicitly advise all read-

By T. O. SERVICE

ers against buying (or neglecting to buy)
this or that picture merely because I do (or
do not) like it. I am not — and Heaven for-
bid that I should become — the “average
man” whose opinion (if there were such a
thing as an average man) might be worth
more to an exhibitor than the exhibitor’s
own.

As for Mr. Wenger’s suggestion that per-
haps I operate this page for the purpose of
damning or glorifying certain stars and pro-
ducers, I refer him to back issues containing
innumerable honeyed paragraphs anent Miss
Clara Bow and even more innumerable para-
graphs both for and against the works of her
employers and their brethren all and sundry.
And I thank him for a topic interesting
enough to write coherently about on the
morning following the incident mentioned in
the preceding item.

COLMAN-BANKY

_L HE MAGIC FLAME” turns out to be
a rather well made outlet for the person-
alities of Ronald Colman and Vilma Banky.
It is one of those double-identity things, with
Colman as villainous king and heroic clown,
and it is very well executed. There is a con-
siderable amount of bloodshed, as well as
bedroom battling, but the momentum cre-
ated and maintained is such as to soften the
edges of these things.

Viewed at Me Vickers (from the last row
in the balcony, which is just inside the Illi-
nois State line) the picture seemed to please
generally. (Now, Mr. Exhibitor, that is not
a review, and it is not a prediction, and if
you do insist upon using it as such don’t
blame or — in case of great profits from the
exhibition — credit me.)

NO DOUBT MY ERROR

N O doubt it was my error — going into
the theatre at the wrong time, and without
looking at the billing — but I watched Rich-
ard Dix and his associates through at least
a reel of the picture being shown without
realizing that the scene was not the Missis-
sippi and the boat was not a Mississippi
sternwheeler. In fact, I was certain the thing

would pull up at Memphis or somewhere
any minute, when it suddenly turned out to
be a Chinese river boat headed for Shanghai.

After this surprise, the rest of the thing
didn’t seem very real and I’ll say as little
as possible about “Shanghai Bound,” for no
doubt it was my error.

RAH FOR KEATON

.^^.ND then there’s that Buster Keaton
fellow and the picture which he plainly and
fittingly labels “College.” I have watched
Buster with best wishes and faint confidence
these many years. Now I have seen him
make the rest of the collegiate producers
eat his dust and like it. If any of the col-
lege pictures have been good — and they
have — this one is great.

This Keaton fellow, as you cannot help
knowing if your memory goes back to his
two-reel days, is physically and mentally
agile as they come. His total abstinence
from facial indication of mirth has been a
featured asset, but in this case it is featured
only a part of the way. In the finish of the
picture (and what a finish) he lets go of the
steel springs that ripple over and back
across those hunched shoulders and the
auditorium goes into panic. (Attaboy
Buster.)

The recipe for this college picture is dif-
ferent. It starts out like the Lloyd classic,
“The Freshman,” it goes along in this pat-
tern for a while, then darts into serious foot-
age for a stretch preceding the finale.
When it gets into this last, an excellent ex-
ample for technicians, it speeds like the
well known arrow to the equally well known
apple and after that’s all done away with
(enough for any picture) there’s another
of those Keaton close-offs that simply blasts
those present.

I am about to write of “College” the
pretty strong assertion that it is the best
college picture I have ever seen. “ ‘College’
is the best college picture I have ever seen.”
Now I am about to think that over. (Busi-
ness of thinking.) Now I have thought it
over and I let it stand. Sorry I haven’t
seen more than a couple dozen college pic-
tures, or I could make the statement strong-
er. I’ll add the suggestion that other pro-
ducers quit trying these things for a year
or two, until the public can forget how good
a picture “College” is.

October 22, 1927

EXHIBITORS HERALD

47

sadism

THE FILM MART

(Special to the Herald)

LOS ANGELES, Oct. 18. — 'Companies making feature
length pictures completed shooting on 28 productions last
week. Those pictures are in the cutting rooms and in
most cases will be ready for preview within three or four
days.

F B O completed the greatest number with Fox Film
Corporation second.

The F B O films were “Coney Island,” “Her Summer
Hero,” “Freckles,” “The Swift Shadow,” “Red Riders of
Canada,” “The Renegade,” and “The Texas Tornado.”
Ralph Ince and Leo Meehan began work on “Coney
Island,” and “Freckles,” their respective pictures, on
September 19, Bob De Lacy began shooting “Red Riders”
a week earlier.

Five completed by Fox were “Wolf Fangs,” “Wildcat
Law,” “Grandma Bernle,” the big Jack Ford production,
“Love Is Blonde,” and “Silly Sailor.”

First National completed four, “Man Crazy,” featuring
Jack Mulhall ; “A Texas Steer” with Will Rogers; “The
Gorilla” and “Caravan Trail.” The three M-G-M pictures
turned out were “Baby Mine,” “The West Pointer,” and
“The Dog of War.” Paramount completed “The Side
Show” after a four weeks shooting schedule, “The Gay
Defender” and “Serenade.”

A contrast appears in the schedules of LTnited Artists
and Warner Bros. The latter completed “Brass Knuckles,”
directed by Lloyd Bacon, in three weeks and also “If I
Were Single” directed by Roy Del Ruth in the same
period. But Gloria Swanson’s “Sadie Thompson” went
into the cutting room following a period beginning June 29.

Franklyn Pangborn is featured in a big picture com-
pleted last week at the De Mille studios under the title,
“My Friend from India.”

Columbia finished work last week on “The Tigress.”

Columbia “ Stage Kisses ”

First on Kelly Schedule

“Stage Kisses” will be Albert Kelly’s
first directorial assignment under his
newly signed contract with Columbia.
This production will throw the spot light
on the hardships and the glamour of the
theatrical world.

"The College Hero,’’ unlike
some college pictures, will not
deal with the overworked jazz-
and-gin atmosphere, but with the
wholesome, everyday life and
pleasures of the average under-
graduate.

" The Opening Night,” with
Claire Windsor, will be one of the
eight specials for the 1927-28
season. Miss Windsor has just
finished work on her first feature,
as yet unnamed, and will begin
her next appearance before the
camera as soon as the cast and
director are selected.

"The Blood Ship” ended an-
other simultaneous showing in
Chicago last week when it was
given at the Capitol and the New
Sheridan theatres. The sea spe-
cial recently played at the Granada
and the Marbro, also in Chicago.
John Bowers is the latest addition to
Columbia’s list of stars, and has been
signed for a leading role in a production
shortly to be announced. Mr. Bowers
is one of the busiest free lancers on the
screen. He appeared in Columbia’s “For
Ladies Only.” The masculine lead for
one of the eight specials scheduled by
Columbia for the coming season will be
portrayed by Bowers.

Fox Begins Filming
of “ Lady Christilinda”

“Lady Christilinda,” which Frank Bor-
zage is directing, with Janet Gaynor as
the star is in production at Fox Studios.

“Love Is Blonde” in which David Rol-
lens and Dione Ellis are featured has

been completed by director Zion Myers,
at the West Coast studio.

“Free and Easy” the second
Madge Bellamy picture of the
season has been started. James
Hall has been cast as the mascu-
line lead. Frederica Sagor wrote
the story and Frances Agnew did
the scenario. Miss Bellamy re-
cently completed " Very Confiden-
tial,” which was directed by James
Tinling.

Elizabeth Pickett, director oi
the Fox Varieties, has completed
Oregon, Washington, and Cali-
fornia shots for the new "Know
Your Own State Series,” and
they have been edited and titled
in the New York office.

Dorothy Dwan has returned from
Canada where she played the leading
role in “The Spirit of the Wilderness”
for the Thunder Bay Company. Miss
Dwan visited in Chicago and in Sedalia
and Warrensburg, Mo., on her way
home.

Release Dates

WEEK OF OCTOBER 23
“The Boy Rider” — F B 0—4854
“American Beauty”— First National— 6333
“Combat”-— Pathe— 5100
“The Chinese Parrot”— Universal—' 7304

“The Wise Wife Pathe 5610

“Underworld”— Paramount— 7643

“Woman on Trial”— Paramount 5560

WEEK OF OCTOBER 30
“Les Miserables”— Universal—1 7713
“Bowery Rose”— Excellent— 6250
“The Cherokee Kid” — F B O — -4837
“Garden of Allah”— Metro-Goldwyn-Mayer— 8156
WEEK OF NOVEMBER 6
“The Small Bachelor”— Universal^— 6305
“Back to Liberty”— Excellent— 5980
“The Crystal Cup”— First National— 6380
“Becky”— Metro-Goldwyn-Mayer— 6433
“The City Gone Wild”— Paramount— 5408
“Girl in the Pullman”— Pathe— 5867
“No Place to Go”— First National— 6431
WEEK OF NOVEMBER 13
“The Thirteenth Juror”— Universal— 5598
“Body and Soul”— Metro-Goldwyn-Mayer— 5902
WEEK OF NOVEMBER 20
“Galloping Fury,” Universal, 5503

Cooke and Guard Star
in F B O Production

A1 Cooke and Kit Guard will have the
important roles in the feature comedy
“Legionnaires in Paris.” Exteriors for
the film were shot in Paris during the
Convention. All of the important dig-
nitaries were included and will be seen
in the picture.

Under the direction of Wallace Fox,
“The Renegade” Bob Steele’s fourth
starring picture for F B O has been com-
pleted.

The continuity of "The Pinto
Kid ” an original story by John
Twist and Jean Dupont is being
written by Oliver Drake.

Harry Woods is celebrating his
55th picture in five years. This
strikes a mean average of 11 pic-
tures a year. He has recently
been playing the “Buzzard” in the
“ Red Riders of Canada.”

An automobile racing story " The
Racing Romeo” produced and
directed by Sam Wood for F B O
with an all star cast including
"Red” Grange and Jobyna Ral-
ston, has been booked by the New
York Hippodrome for a week’s
run starting Monday, Oct. 17th.

Technical advisor for the picture was
Frank Lockhart, premier race-track
driver and winner of the Indianapolis
speed classic last year.

Others in the cast include Trixie
Fraganza, Walter Hiers, Ben Hen-
dricks, Jr., Warren Rogers, Ashton
Dearholt and Jerry Zier. The story was
written and adapted by Byron Morgan.

Hugh Leland Chosen for
Paramount “Wings” Sequel

The new air picture Paramount is
making as a sequel to “Wings,” and
called “The Legion of the Condemned,”
will have as a member of its cast Hugh
Leland, who has been selected for the
role of the West Pointer. Gary Cooper
will be starred, with Fay Wray in the:

48

EXHIBITORS HERALD

October 22, 1927

feminine lead and Lane Chandler also
featured.

Clarence Badger will direct Clara Bow
in her next Paramount picture, “Red
Hair,” it has been announced.

Jean Hersholt has been per-
sonally picked by Anne Nichols
to play the role of Solomon Levi
in the film version of her play,

“ Abie’s Irish Rose."

Tests are being made at the
Paramount studio to determine
whether incandescent lights offer
sufficient illumination for night
shooting.

Grover Jones, writer, and Frank
Strayer, director, left Hollywood
for five days at Soboba Hot
Springs, Cal., where they will
work on the story for “ The Big
Game Hunt," the next Wallace
Beery-Raymond Hatton comedy.
“The Traveling Salesman,” a screen
adaptation of the New York stage play
by James Forbes, will be Richard Dix’s
next picture.

Paramount has renewed the contract
of Grover Jones, veteran motion picture
author. During the last year Jones has
had a hand in the production of five
stories, including “Rolled Stockings,”
“Wedding Bills,” “Figures Don’t Lie,”
“She’s a Sheik” and “The Big Game
Hunt.” In addition Jones is the author
of “The Gay Defender,” which Richard
Dix now is making.

M-G-M Names Caldwell
Lead with Marion Davies

Orville Caldwell, graduate of the Uni-
versity of California and former sub-
chaser commander, has been cast as
leading man for Marion Davies in her
next picture, “Patsy,” which is being
directed by King Vidor.

Jonny Mack Brown, former Alabama
football star, has been selected for a part
in Greta Garbo’s “The Divine Woman,”
which went into production recently with
Victor Seastrom directing. Brown
played opposite Marion Davies in “The
Fair Co-ed.”

Metro-Goldwyn-Mayer has se-
lected the title “West Point," for
its picture of cadet life with Wil-
liam Haines. This picture repre-
sents the fifth tie-up between
M-G-M and government officials.

The new title for the next John
Gilbert picture of newspaper life
will be “Man, Woman and Sin.

Shirley O’Hara has been signed
to play an important part in
Ramon Novarro’s new picture
titled “The Loves of Louis,” with
Renee Adoree, Roy D’Arcy and
Alberta Vaughn.

Herbert Brenon has been se-
lected to direct "Laugh, Clown,
Laugh,” in which Lon Chaney will
star.

“The Dog of War” with Flash,
M-G-M’s new canine star, is now in pro-
duction. William Fairbanks has been
added to the cast. Ralph Forbes and
Marceline Day have the romantic leads.

Hunt Stromberg, following a week of
convalescing after an operation, has re-
turned to the film studio.

Lars Hanson has signed a new con-
tract with M-G-M. He has also begun
work on “The Divine Woman,” playing
opposite Greta Garbo.

Rogers Helps Title
F. N:s “A Texas Steer ”

Will Rogers, between scenes for “A
Texas Steer,” is making notes for the
titles, and none of his rare humor, par-
ticularly as it applies to things Congres-
sional, will be missed in the production.

Fritzi Ridgway of “big time” vaude-
ville will play an important supporting-
role in Colleen Moore’s current untitled
picture. Miss Ridgway was signed by
John McCormick. She recently sup-
ported Lewis Stone and Anna Q. Nils-
son in “Lonesome Ladies.”

“The Gorilla,” an Alfred Santell
production, will be released gen-
erally Nov. 15.

When a trainload of some of
the largest logs in the Northwest
was assembled at Scotia, Cal., re-
cently, it was driven to the top
of a high hill south of the town
and turned loose to dash down
the grade to a sharp curve where
every car and its valuable con-
tents plunged over a 60 foot cliff
into the Eel River. This spec-
tacular event will be one of the
thrills in “The Valley of the
Giants” which is now being filmed
for First National with Milton
Sills as the star.

Two productions, “Sailors’ Wives”
with Mary Astor and Lloyd Hughes, and
“Down Went McGinty” with Charlie
Murray and George Sidney have been
started at First National’s Burbank
Studios.

Camera work has been in progress for
more than four weeks for the next Harry
Langdon film which is to be called “The
Chaser.”

Back in the days of ancient Greece,
people came late to the theatre, stumbled
over their neighbor’s feet in the dark
and annoyed the actors and patrons just
as they do now. All this and a great
deal more was incorporated into scenes
in the Spartan amphitheatre for “The
Private Life of Helen of Troy.”

Universal Starts Rex
Series of Five Films

“Outlaws,” first of five features in
which Rex, the King of Wild Horses, is
starred, has just been started at Univer-
sal City.

Under the direction of Dr. Hugo
Riesenfeld, “A Man’s Past,” starring
Conrad Veidt, had its premiere last week
at the Colony, New York.

Paul Leni has chosen Stuart Holmes,
veteran screen leading man and heavy,
for an important role in “The Man Who
Laughs,” which Leni now is making
from the famous novel by Victor Hugo.
Others in the cast include Mary Philbin
and Sam de Grasse.

The cast of “No. 13 Washington
Square” has been supplemented by the
addition of Julia Swayne Gordon and
Helen Foster.

Bruce Mitchell, who directed
the “Sky Skidders,” also will
direct “The Cloud Dodger,”
second of a series starring A1
Wilson, the famous aviator and
stunt man. Gloria Gray is in the
cast.

Tom Reed, who has titled such
productions as “Out All Night,"

“A Man’s Past,” “The Small
Bachelor” and “Thanks for the
Buggy Ride,” has been signed
again by Universal.

Classified

Advertising

Five cents per word payable in advance.
Seven cents per word when box number is
used and replies forwarded by us. Minimum
charge, $1.00. Copy and checks should be
addressed Classified Ad. Dept., Exhibitors
Herald, 407 So. Dearborn St., Chicago, 111.

“Stop That Man” has been
completed under the direction of
Nat Ross and is being cut and
edited for an early preview.
Arthur Lake and Barbara Kent
are featured in the picture, which
is a laughable farce based on the
efforts of a youth who wants to
be a policeman.

“Cream of the Earth” will be directed
by Mel Brown and supervised by Arthur
Shadur.

“Meet the Prince,” a farce comedy
with Glenn Tryon, has been started.

The Strand at Pasadena arranged for
a personal appearance of Arthur Trimble
and Doreen Turner, the child stars of
the Buster Brown Comedies. They
packed the house.

Barrymore Signs Fawcett
for United Artists Film

Roland West, director of Norma Tal-
madge’s “The Dove,” for United Artists,
has returned to Los Angeles after two
weeks in New York.

Edna Purviance, who recently
arrived in New York from Europe
where she completed work in
several foreign productions, has
left for California. She was “A
Woman of Paris” in Charlie
Chaplin’s picture of that name.

John Barrymore has signed
George Fawcett to play the role
of the Colonel in “Tempest," Mr.
Barrymore’s next United Artists
picture. V. Tourjansky, director
of “ Michael Strogoff,” will direct.

When Jack Von Tilzer, United
Artists’ branch manager in Phila-
delphia gave a trade showing of
“Two Arabian Knights,” he was
required to obtain special per-
mission from the police.

The entire staff and company of
“Ramona” returned last week from
location at Zion National Park, Utah.
Because of the scarcity of sheep in
California Carewe was forced to seek
the Utah locale. All the remaining
episodes of the Helen Hunt Jackson
story will be filmed in Southern Cali-
fornia and will be made in the exact
spots pictured by the author in her
noted novel.

Tiffany Changes Title
of “The Ghost Ship ”

Jack London’s story “White and Yel-
low” which is being filmed by Tiffany
under the title of “The Ghost Ship”
has been changed to “The Haunted
Ship.” It is being directed by Forrest
Sheldon.

M. H. Hoffman has appointed Thomas
N. Heffron as one of the supervisors of
Tiffany Productions. Heffron, who is a
graduate of Santa Clara University,
California, has had experience in stage
direction for Frohman, Cohan, Harris
and in pictures with D. W. Griffith.

During the big beer garden
scenes of “ Night Life” more than
350 people engaged as extras were
given a feast of drinks (soft) and
eats in order to carry out the at-
mosphere of the story.

Some South Sea Island girls
who were with a circus traveling
in California were engaged for
some of the big scenes of “The
Haunted Ship” and were among
sea-faring extras of almost every
nationality.

The role of the chief of detectives in
the Tiffany production “Night Life” is
played by His Royal Highness, the
Archduke Leopold of Austria.

October 22, 1927

EXHIBITORS HERALD

49

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Quigley Right 100 Per Cent;

A Tip to Theatres

NASHWAUK, MINN.— To the editor:

I just read with much interest Mr. Quig-
ley’s editorial in the Herald under date of
October 1, on page 14 entitled, “Cash Busi-
ness.”

Mr. Quigley is 100 per cent right in what
he says on the matter of creating credit,
and if the experience of an old timer who
has had the coupon book ticket stunt in
actual operation for 15 years will be of
any benefit to your readers, I will be glad
to give you my view in the matter which
you may pass along to the boys for what-
ever it is worth.

I contend that to successfully operate a
theatre in any town regardless of size, you
have got to think, and then think some
more. In other words, use your head for
something else besides a hat rack.

Being in a mining town where the mines
close in the cold winter, I was up against
a tough proposition for the winter months.
Right here I want to say that empty seats
gather dust and pay no dividends, and that
is not the worst of it. When money gets
tight work is scarce, and the payroll is
small. The few people that do come out
to your theatre find the house almost de-
serted and they say to themselves that
others are cutting out the shows to econo-
mize and they do likewise ; and it has a
very bad effect indeed.

I thought out the book ticket idea and
have worked it in many ways during the
15 years, but always the result has been
wonderful ! I might say right here that
the success or failure of the idea depends
on the reduction offered. I have my own
riveting machine, get the covers printed by
the thousand and the cost of the coupon
books made up is about 2 cents or a frac-
tion less: I would suggest by all means
use a ticket exactly like the one you sell
at the box office. They cost no more and
add weight to the idea. I always give
six 25 cent tickets for $1, and on one sale
last winter I gave eight tickets to the book
for $1, and this was the most successful
sale of all my experience. I sold 600 for
cash in two nights. This, I realize, cut
the admission in half, but that’s what
made it successful and you would be sur-
prised how many of these 12^2 tickets get
into the hands of children, borne families
bought as many as 20 books so as to be sure
of attending the show during the winter.

The best part of the idea is the fact that
it never reacts at your box office. By
that I mean that people who do not care
to economize or do not have to still pay
the regular price at the window, and there
is no bad effect such as would occur if you
lowered your price at the box office, we
will say to 10 or 15 cents during a lull or
hard times and then tried to boost it again.
It simply can’t be done, that’s all. This
idea has pulled me through many a tough
spot and I intend to continue using it as
long as I am in the show business. While
I have not had a sale of book tickets since
last April, I will put on one in November
when many of the mines close or cut down
to part time, and money matters tighten up.

I just noticed a report in the Herald

from an exhibitor, Mr. Duba, in South
Dakota, reporting on a picture saying it
was okay but he grossed only $9 in two
days, which means he must have played to
less than 50 adults. That sure is a piti-
ful situation for a town regardless of size,
and as I said before nothing is more de-
trimental to a theatre than a lot of empty
seats. My advice to Mr. Duba is to put on
a bargain sale of tickets and get them com-
ing. Let the sale last only one night if you
wish. Many exhibitors throughout the
Northwest have copied my stunt but in
some cases they failed because they were
afraid to offer a bargain and would give a
book of eight 25 cent tickets for $2, the
only inducement being they could use them
for 35 cent shows and the majority of the
shows offered at 35 cents were not worth an
extra penny. This is a mistake and won’t
work out. Unless you are willing to give
a bargain, don’t try it. You will find I

am correct when I say that a patron with

a few of these books on hand and always
one in his pocket attends your place twice
as often as he would otherwise and not
only that, but he treats his friends.

Don’t under any consideration, as Mr.
Quigley says in his editorial, ever create
a credit business in your theatre. It will
spell your ruin. If I was caught in a

tight place financially, I could sell four or

five hundred books of tickets and get the
cash almost as quickly as I could go to the
bank and borrow it, and I would not have
to pay interest. I have done it, and will
do it again if I need to.

In conclusion, will say that I know con-
ditions are very different in each town or
city, but people are the same the world over
when it comes to grabbing a bargain. If
you are in a factory town or mining town
as myself, or a town depending on a
monthly or semi-monthly payroll and you
try out this stunt, have your sale immedi-
ately following pay day. Will say once
more that I have given this idea every
possible test every year since 1912 and have
found it a life saver, a business builder
and a world beater for keeping a crowd
coming, and as show-going is more or less
of a habit, it is very easily dropped when
the old purse string has to be drawn
tighter — and once out of the habit it’s
hard to get them started again.

In this section I am not troubled with
the long hot summers like other sections as
our summer is very short and cool, but
in sections where the summer slump is
hard on the theatre a sale put on at the
approach of hot weather should be a good
summer stimulant and is a hard competitor
for the paved roads and automobiles.

If this little tip which I have tried to
make clear is of any benefit to any of the
Herald readers I am glad to be of service.
If not worth trying, there is no harm
done.— Crockett Brown, Grand theatre,
Nashwauk, Minn.

Everyone Introduced
Except the Director

(Special to the Herald)

HOLLYWOOD, Oct. 18.—
Earle Foxe explained last week
the reason he failed to introduce
the director, Raoul Walsh, to the
audience at the opening of “Loves
of Carmen.”

It was because he “forgot.”

All the members of the cast
down to the heavies and bits were
introduced. There are those in
Hollywood who claim Foxe de-/
serves a medal.

Hooray for O’Hara

SALMON, IDAHO.— To the Editor;
Last week I wrote about Jenkins and
O’Hara being at Fishville, Idaho, and
for fear some exhibitor might think I
was unduly unappreciative of these boys’
visit I am writing a line to add that I
was tickled pink to see these two rascals
and do appreciate the honor of their call
and felt sorry as hades to see them go.
My great regret was that I was tem-
porarily laid up and could not entertain
them as I should have liked to do.

O’Hara must be some stunt driver, for
he writes that he went straight as a crow
for Grangeville, Central Idaho, avoiding
all known roads and plunged through
mountains, valleys, streams and forests
and arrived safely in that city in phe-
nomenal time.

To be sure Jenkins reports that his
hair turned snowy white from the
frights he experienced, but also agrees
that O’Hara did a cross country run as
was never known to be done before —
and Jenkins is an honorable man! That
put Frank O’Hara in a new light and I
leave it to the Herald staff to find him
the right publicity man to place him be-
fore the American people as “O’Hara,
the Only Cross Country Autoist and
Mountain Jumper Now Running at
Large.”

I note that Jenkins made reference to
our fair Thelma Cassil. Where is that
young lady? Maybe this jingle will set
someone to find her:

Once a fair maid, Thelma Cassil,
Whose pen zvas clever and facile,
Made a stunning debut;

Then was lost to all view
And we can’t find of her
Hair, head, or tassel.

— Philip Rand, Rex theatre, Sal-
mon, Idaho.

We’ll Let Service Reply

UNION CITY, IND.— To the Editor:
Some time ago you stopped printing reviews
then started Service Talks which seemed
all right at first, but begins to look as if
it is for picking on some stars or producers.

In fact, I think I will have to quit read-
ing them as they are misleading. Take
“Behind the Front”: You seemed to think
it was awfully bad. Then September 25
you jump all over Clara Bow in “Hula.”

I have played them both to more than
average business. Just finished “Hula”
with “Big Parade” as opposition, and find
they please immensely. It seems to have
some followers, as I see a lot of criticism
lately on a lot of good pictures by several
reporters. Such as “Loves Greatest Mis-
take” and several other good ones.

Such reports are misleading, as I have
shown a lot of them I was afraid of and
then find they could of been shown at a
camp meeting or the old woman’s home. As
I fail to see a lot of things reported bad,
I just had to get some of this out of my
system. I will hold the rest. — R. S.
Wenger, Miami theatre, Union City, Ind.

P. S. I consider the Herald my best
trade paper.

Let The Box Office Tell
AKRON, IA. — To the Editor: I have
seen “The Big Parade,” “What Price
Glory,” “The Rough Riders,” all within a
space of four days, and can’t help remark-
ing on the way the different productions
impressed me.

“The Parade” to me was the best — mar-
velous picture. “Rough Riders” next — fine,
very fine. And last, “What Price Glory”
was sadly disappointed in this. My pre-
diction is that this last mentioned picture
will do a terrible flop in the smaller situa-
tions. Too much fake in the battle scenes
and too much heat in the love scenes. —
J. C. Kennedy, Empress theatre, Akron, la.

50

EXHIBITORS HERALD

October 22, 1927

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The

Recognized National Classified Advertising Medium

For Sale

Signature cuts for newspaper advertising; two
sizes, only $10.00. Sketches free, Eagle Service,
Plankinton Bldg., Milwaukee, Wis.

1 High speed (750) R. P. M. 10 H. P. gaso-
line or kerosene engine. Direct connector to 4
K. \V. 60-75 Volt D. C. Generator. Complete
slate switchboard and instruments — F. O. B.
$350.00. Guaranteed in good condition. Address
Muse-U-Theatre, Tularosa, N. Mex.

Business Opportunity

OPPORTUNITY- — to own and operate subur-
ban theatre and become affiliated with circuit is
offered right party. Address United Theatre
Circuit, 3413 Lisbon Ave., Milwaukee, Wis.

Position Wanted

ORGANISTS and SINGERS, thoroughly
trained and experienced theatre work. Men and
women now ready for good positions. Union or
nonunion. Write salary, and other data. Address,
Chicago Musical College, 64 E. Van Buren,
Chicago.

MANAGER — Theatre or circuit. Six years cir-
cuit manager. Now employed but have good
reason for change. Know the theatre business.
Age 28, married. College graduate. Unquestion-
able references, character and ability. Prefer the
Middle West or West. Address Box 214, Ex-
hibitors Herald, 407 S. Dearborn St., Chicago, 111.

THEATRE M1ANAGER — 20 years experience,
practical knowledge of all movie work as follows,
manager equipping houses, advertising, projection
engineer, photography, Exchange manager, etc.,
am married and a protestant employed at pres-
ent. Address Box 212 Exhibitors Herald, 407 S.
Dearborn St., Chicago, 111.

Organist, experienced and reliable, available for
first class permanent proposition. Address E. H.
Gordon, 2548 Glenmawr Ave., Columbus, Ohio.

MALE ORGANIST thoroughly qualified de-
sires location in smaller community. Village or
small city preferred. Fifteen years metropolitan
experience. Address Box 15, Exhibitors Herald,
407 S. Dearborn St., Chicago, 111.

OPERATOR AND ELECTRICIAN — Ten
years’ experience. Married. Wants steady job.
Address Box 93, Cedar Falls, la.

Theatre Wanted

WANTED THEATRE— Town of 2,500 up.
Must bear closest investigation, be a paying
proposition under a good management. Will pay

cash for right kind of house priced right. Ad-
dress Wm. A. Clark, Jr., Havana, 111.

Theatre For Sale

Have two theatres at present, and due to sick-
ness in family, will sell the Rex Theatre at North
Fond du Lac, Wis. Address Chas. G. Baumann,
Oshkosh, Wisconsin.

Star Theatre at Davenport, at a bargain if
taken at once, terms if necessary. Write J. W.
Thornton, Greenfield, Iowa.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers

@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company.
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WANTED 1 small pop corn machine. “Peer-
less” or similar preferred. Address Muse-U-
Theatre, Tularosa, N. Mex.

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

BARGAINS: Machines. Simplex. Power. Mo-
nograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

NEARGRAVURE Process Printed Stationery,
exquisite, special 250 letterheads and envelopes
$3.33 cash postpaid. Samples. Sollidays, Knox,
Indiana.

October 22, 1927

EXHIBITORS HERALD

51

‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors’ reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street , Chicago, III.

Columbia

LURE OF THE WILD: Special cast— 40%.
September 20. Another hokum dog story — but
why should I cavil ? It drew and pleased the
crowd. — Roy W. Adams, Pastime theatre. Mason,
Mich. — General patronage.

THE BASHFUL BUCCANEER: Reed Howes—
September 27. This is a very fine picture. It
ought to suit most people. Story about the sea.
Had a fair crowd. Five reels. — Andrew Rapp.
Theatorium theatre, Emlenton, Pa. — General pat-
ronage.

F B 0

CLANCEY’S KOSHER WEDDING: Max David-
son—100%. October 9-10. This is a scream and
I liked it myself. Lots of funny things happen
in the picture that you don’t think are going to
happen. It also keeps you guessing. A fine show
to run any time, but no special. Six reels. —
Roy E. Green, Scenic theatre, Holstein, la. —
General patronage.

THE GREAT MAIL ROBBERY: Special cast^-
84%. October 7-8. A dandy action picture with
plenty of thrills. Drew good Saturday crowd.
Seven reels. — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

THE GREAT MAIL ROBBERY: Special cast—
October 3-4-5. Very good action picture that
drew extra business. Has a surprise ending.
Numerous comments. Can recommend this one.
Seven reels. — Chancellor Brothers, Ritz theatre.
Arcanum, O. — Small town patronage.

THE GREAT MAIL ROBBERY: Theodore Von
Eltz — Excellent! One of the best pictures of its
kind I have ever seen. Masterfully directed, ex-
cellent plot subtly woven, holding the spectator
in tense suspense through scenes of action, thrills
and romance. Certainly a great melodrama.
Seven reels. — O. B. Junkins, Manzanita theatre,
Carmel, Cal. — General patronage.

THE GREAT MAIL ROBBERY: Special cast —
September 14-15. A good picture that moved right
along, and pleased my patrons. Seven reels. — -
C. S. Watson, Electric theatre, Caldwell. Kan. —
General patronage.

THE TERROR OF BAR X: Bob Custer— 36%.
September 17. Another good Western that pleased
a Saturday night house. Seats were about half
filled, but made some money anyway and that’s
what we are working for. Five reels. — W. C.
Snyder, Cozy theatre, Lamont, Okla. — General pat-
ronage.

THE TERROR OF BAR X: Bob Custer— Octo-
ber 1. This is one of Bob’s best ones. The end-
ing is about the best I have seen out of the last
thousand Westerns. Five reels, — Wm. E. Trags-
dorf, Trags theatre, Neillsville, Wis. — Small town
patronage.

DON MIKE : Fred Thomson — 90%. October 7.
Not a shoot- 'era-up Western, but good entertain-
ing picture. — G. S. Young, Petrolia theatre, Pe-
trolia, Tex. — General patronage.

DON MIKE: Fred Thomson— 17%. October 1.
A very good Thomson picture but not quite up
to some of his other pictures, although it seemed
to please the few we had out to see it. Played
to a very small Saturday night house, but was
a very rainy night and had the tentshow for
opposition, so suppose that accounts partly for the
small attendance. Six reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report) .

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

THE COLLEGIATE: Alberta Vaughn — 36%.
September 24. A nice little picture of the college
type and pleased a fair Saturday night house.
Made some money on this one, but when we make
up the loss on the big pictures, we haven’t got
anything ahead. Five reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

SPLITTING THE BREEZE: Bob Custer— 20%.
September 21. A good picture which your West-
ern crowd will like. Custer liked very much here.
Sorry he is leaving F B O. Print good. Six
reels. — J. S. Landry, Columbia theatre, Morganza,
La. — General patronage.

THE GINGHAM GIRL: Lois Wilson— The first
of F B O’s ’27-28 release not a knockout. The
comedy furnished by George K. Arthur pleasing
and wholesome, but the picture will never get
higher than the program class. Seven reels. —
O. B. Junkins, Manzanita theatre, Carmel, Cal.
— General patronage.

BRED IN OLD KENTUCKY: Viola Dana—
October 1. Very good picture, the kind an ex-
hibitor wants for Saturday nights. Viola Dana
never gets any older to me. Had a full house. —
Andrew Rapp, Theatorium theatre, Emlentton, Pa.
— General patronage.

THE COWARD : Warner Baxter — October
6-7-8. This is no bad picture and at the same
time, it is not one that you care to use super-
latives on. Didn’t hear any comments. Sharon
Lynn is good in what little she has to do. Aver-
age business. Six reels. — Chancellor Brothers,
Ritz theatre. Arcanum, O. — Small town patronage.

THE COWARD : Warner Baxter — October 7.
A good picture, but not near as good as the
story. Arthur Stringer’s stories are like Cur-
wood’s and Jack London’s, never as good screened.
Six reels. — C. S. Watson, Electric theatre, Cald-
well, Kan. — General patronage.

First National

SEE YOU IN JAIL: Jack Mulhall— 20%. Sep-
tember 15-16. A very good program picture and
pleased most all who saw it. Played two nights
to small houses but came out a little to the good.
Six reels. — W. C. Snyder, Cozy theatre, Lamont,
Okla. — General patronage.

THE LIFE OF RILEY: Special cast— 60%.
October 5. A dandy comedy feature that kept the
house in an uproar. Seven reels. — W. T. Biggs,
Adair theatre, Adair, la. — General patronage.

THE LIFE OF RILEY: Charlie Murray — Will
rate with the best of the Murray-Sidney comedies.
Excellent. — Russell Armentrout, K. P. theatre,
Pittsfield, III. — General patronage.

HARD BOILED HAGGERTY: Milton Sills —
60%. September 27. One of Sills’ good ones.
Lots of action and some comedy. Has the vulgar
scenes that others have complained of all right,
but had no complaint on them here. Seven reels.
— H. J. Eagan, American theatre, Wautoma, Wis.
— Small town patronage.

THE PRINCE OF HEADWAITERS : Lewis
Stone — 60%. October 1. One of the best features
that Lewis Stone ever made and it pleased. Seven
reels. — W. T. Biggs, Adair theatre, Adair. Ia. —
General patronage.

THREE’S A CROWD: Harry Langdon — Just
three degrees worse than rotten. Harry Langdon
is a favorite with me, personally, too. Six reels.
— Russell Armentrout, K. P. theatre, Pittsfield, 111.
— General patronage.

BROADWAY NIGHTS: Special cast— 20%.
September 26. A very good program offering
which pleased the majority, but these kind of
pictures never do the business in small towns.
Seven reels. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

THE SILENT LOVER: Milton Sills— 10%.
October 5-6. Not up to the standard of Sills pic-
tures but will get by. Played two nights to very
small houses and didn’t take in enough to pay
film rental. The tentshow staying over another
week so as to make sure that we don’t make
any money. Seven reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

FRAMED: Milton Sills— 31%. October 5. Very
good story of the African diamond fields. Pleased
patrons generally. Six reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

PALS FIRST: Special cast— 50%. October 2.
First National gave us a return date gratis on
this. Screened it three days before the McCrea
levee broke to a free house consisting of the na-
tional guardsmen, four regular patrons, and the
writer and his wife. All the other population had
fled to higher land. We made it our business
to get comments on this picture with the result
that we did not get one bad one. It is a little
old, but we were furnished a first class print
from the New Orleans office. If you have not
played this, play it by all means. Don’t be afraid
to promise your patrons a good picture. It will
stand for all you can say about it. We thank
First National for the return date gratis. Helped
us cover some of our losses during the overflow.

52

EXHIBITORS

HERALD

October 22, 1927

O’MALLEY

GLADYS

HULETTE

9

1

2

8

and

ROSEMARY

THEBY

A story wherein virtue
vanquishes temptation

SAMUEL 2ILRLER president

N E W • V O P«~

Eight reels. — J. S. Landry, Columbia theatre.
Morganza, La. — General patronage.

THE OVERLAND STAGE: Ken Maynard—
50%. September 28-29. I didn't see this but my
wife says it is the best Western she ever saw and
I believe it is the first one in years that she ever
watched to the final clinch and fadeout. So I
know it was good. Awfully disappointed that I
could not see it as this Ken Maynard has surely
made a phenomenal stir in the movie game. I
should have played this on my best nights but
booked it for county fair and the committee
switched dates and I played it anyway. But its
too good to waste on off nights unless one makes
a big drive. — Philip Rand, Rex theatre, Salmon,
Idaho. — General patronage.

THE OVERLAND STAGE: Ken Maynard—
October 4. The same old story — a fine picture.
It is wonderful what a good director can do
with a Western story. Maynard and Rogell
make a great team. Seven reels. — Orlo M. Rolo,
High School theatre. Sun City, Kan. — Rural pat-
ronage.

THE OVERLAND STAGE: Ken Maynard—
22%. September 22-23. This is a fine big picture
and pleased the few who came out. We just
can’t get them out for pictures that should bring
us a full house every night. Played this one two
nights and didn’t take in enough to pay film
rental. Seven reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

THE NOTORIOUS LADY: Lewis Stone— 20%.
September 29-30. A very good program picture
and pleased most all who came out. Played two
nights to small houses and only made a little
above expenses as we had a rotten tentshow for
opposition and people will patronize that kind
of trash instead of going to see something that
is decent in the way of entertainment. Seven
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla.
— General patronage.

McFADDENS FLATS: Special oast^3%.

September 25-26. The question before the house
is how much will you have to pay to run this.
If you have to pay above program prices and
have to raise admission don’t buy it. If you can
run it at regular prices it’s o.k. It’s a good
picture but not a knockout. “Cohens and Kellys”
my people liked better. I paid over 50 per cent
too much, had to raise prices and this scared

ORGAN MUSIC
ROLLS— 88 NOTE

100% More Melody

Filmusic cues make accurate cuing
extremely easy and enable the
average exhibitor to reduce his
music cost more than 50%. Write
for free special Filmusic Cues on
following pictures:

The Big Parade Chang

What Price Glory Ben Hur
The Rough Riders

100% More Action

away my crowd. — Philip Rand, Rex theatre,
Salmon, Idaho. — General patronage.

CONVOY: Special cast — 42%. October 2-3.
The percentage tells the story. Fine picture,
priced too high and had to raise prices. People
couldn’t see it. Name against it. Cast meant
nothing. No draw to it. Yet a fine picture.
Suit yourself. — Philip Rand, Rex theatre, Salmon,
Idaho. — General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
- — 25%. October 6. Percentage due to lack of
advertising. Seven reels. — Orlo M. Rolo. High
School theatre. Sun City, Kan. — Rural patronage.

THE DEVIL HORSE: Ken Maynard— 65%.
September 30. A good Western with beautiful
scenery and plenty of action and comedy. Seven
reels. — W. T. Biggs, Adair theatre, Adair, la. — ■
General patronage.

ORCHIDS AND ERMINE: Colleen Moore—
85%. September 25-26. Very good comedy pic-
ture. Drew a pretty good crowd. The print was
old but in good shape. Seven reels. — Wendel
Boughn, Sun theatre, Wlalthill, Neb. — Small town
patronage.

THE LOST WORLD: Special cast — 80%. Sep-
tember 22. Old but good and made lots of money.
Ten reel6. — Kenney Lloyd, Joy theatre. Foreman,
Ark. — General patronage.

QUO VADIS: Emil Jannings — 100%. October
2-3. A very good picture. An old print but in
fair shape. This picture will please any crowd. I
bought the picture right but didn’t push it any,
but it drew the biggest Sunday night crowd I
have had. A wonderful picture to show on Sun-
day. Ten reels. — Wendel Boughn, Sun theatre,
Walthill, Neb. — Small town patronage.

SMILE BROTHER SMILE: Jack Mulhall—
Nothing startling, but it is a picture that will
please. — Russell Armentrout, K. P. theatre, Pitts-
field, 111. — General patronage.

RED RAIDERS: Ken Maynard — Some more
Western trash. A little worse than the average
Maynard. Maynards are the best of the mediocre
Westerns that the producers force down our
throats. They are all bitter pills, as far as we are
concerned, but isn’t it about time that an “orig-
inal” Western came along — not the same one they
saw last week. — R. J. Speck, Kenwood theatre,
Chicago, 111. — High class patronage.

THE STOLEN BRIDE: Billie Dove— September
28. This is a beautiful picture with some big sets
and gorgeous scenes. Will please the women more
than the men. Opinions divided like they always
are on pictures of this type. — H. J. Eagan, Amer-
ican theatre, Wautoma, Wis. — Small town patron-
age.

FIGHTING COURAGE: Ken Maynard— 75%.
October 7-8. This is a fair Western picture. The
beauty sextette in this is a joke, but from a West-
ern standpoint the show was fair. Print in fine
shape. Five reels.- — Roy E. Green, Scenic theatre,
Holstein, la. — General patronage.

LAND BEYOND THE LAW: Ken Maynard—
A real Western. This picture is on a par with
“Overland Stage.” They are the two best pictures
this star has made. — Walter Hohfeld, Elite thea-
tre, Greenleaf, Kan. — General patronage.

LAND BEYOND THE LAW: Ken Maynard—
October 6-7. This is my last one of Ken’s of the
first series of six, and I must say that they were
all fine entertainment. It is difficult to praise
any particular one of his pictures, for they were
all good. Here’s hoping he won’t break his neck
before the next series is done, and that the pro-
ducers will keep ’em down to six reels. Seven
reel. — Wm. E. Tragsdorf, Trags theatre, Nellls-
ville, Wis. — Small town patronage.

BABE COMES HOME: Babe Ruth— I played
this one just ahead of the series, but it did a
complete flop. People do not care to see Ruth.
The picture is nothing extra. It is worth only
program price. I paid three times too much. —
Walter Hohlfeld, Elite theatre, Greenleaf Kan.—
General patronage.

NAUGHTY BUT NICE: Colleen Moore— This
drew well here where Colleen is a popular 6tar.

October 22, 1927

EXHIBITORS HERALD

53

Story is good. — E. W. Swarthout, Palace theatre.
Aurora, Ind. — General patronage.

THE AMATEUR GENTLEMAN: Richard

Barthelme8s — Dick’s popularity is fast waning.
Such a vehicle as “The Amateur Gentleman” will
do very little to help him stage a comeback. His
policy of a different character in each picture
will certainly have to be abolished. Eight reels.
— O. B. Junkins, Manzanita theatre, Carmel. Cal.
—General patronage.

Fox

HILLS OF PERIL: Buck Jones— 50%. Octo-
ber 1. The first Jones since before the overflow,
and we had a good attendance. This picture is
extra good. The best Jones in a long time. We
are not saying that his previous ones are not
good. They are all good which the box office
records will show. Print in good condition. Six
reels. — J. S. Landry, Columbia theatre, Morganza,
La. — Small town patronage.

THE MONKEY TALKS: Olive Borden— 30%.
September 24. This picture pleased every person
who saw it. Personally we think it is extra good.
Play it. Print okay. Six reels. — J. S. Landry,
Columbia theatre, Morganza, La. — General pat-
ronage.

THE BRONCO TWISTER: Tom Mix— 71%.
October 3. An excellent Mix. They are all profit
makers. Six reels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

THE MUSIC MASTER: Special cast— 13%.
September 20. Low percentage because this was
given as part of the educational program at a 5
and 10 cent rate. We didn’t make expenses, didn’t
intend to. A wonderful picture. Eight reels. —
Orlo M. Rolo, High School theatre. Sun City, Kan.
— General patronage.

TONY RUNS WILD; Special cast— 80%. Sep-
tember 30-October 1. As T. O. Service would
say the name “intrigued” them. They came, saw,
howled, laughed and got their money’s worth ;
so everyone wins. Fox, the Rex, the people.
Prices 25-10. — Philip Rand, Rex theatre, Salmon,
Idaho. — General patronage.

THE FAMILY UPSTAIRS: Virginia Valli—
90%. October 8. Good. Our patrons all seemed
to like it. Six reels. — G. S. Young, Petrolia thea-
tre, Petrolia, Tex. — General patronage.

THE LAST TRAIL: Tom Mix— 80%. Septem-
ber 23-24. This is a real live Western. Your
Western fans will sure eat this up. Plenty of
kicks and everything in it that makes a real West-
ern. Book it and you can also boost it as it’s a
hot one. Six reels. — Roy E. Green, Scenic thea-
tre, Holstein, la. — General patronage.

WHAT PRICE GLORY: Special cast— Septem-
ber 26-27-28-29. We had rain three nights and
a circus one night, hence did not make anything.
My patrons who saw it said that it was the best
picture that they ever saw, and you can just tell
the world that it is. The trouble is Fox hasn't
sold the picture to the public and you’ll have to
do it all yourself, and with darn poor accessories.
Eleven reels.— C. S. Watson, Electric theatre,
Caldwell, Kan. — General patronage.

THE CIRCUS ACE: Tom Mix— September 17.
My patrons don’t like Mix in this kind of stuff.
Five reels. — C. S. Watson, Electric theatre, Cald-
well, Kan. — General patronage.

HILLS OF PERIL: Buck Jones— October 1.
Just an ordinary Jones picture, that’s all. Five
reels. — C. S. Watson, Electric theatre, Caldwell,
Kan. — General patronage.

ANKLES PREFERRED: Madge Bellamy— Sep-
tember 23. Not a magnificent production, just a
plain tale of a shop girl who cherishes no illusions
as to what this jazz age has to offer the working
girl whose sophistication is really her best de-
fense. She knows full well what life (the wrong
kind) can do to one, so, being forewarned, she is
also forearmed and unafraid. Having a clear con-
ception as to what constitutes the right or wrong
road to travel, and choosing the right road for
herself, she triumphs. A fairly good picture, 6ee,
and Madge isn’t bad to look at. — Peter Bylsma,
Victory theatre, Napoleonville, La. — Small town
patronage.

Metro-Goldwyn-Mayer

BEN HUR: Special cast — 75%. October 5-6-
7-8. A wonderful production and a good draw-
ing card but the manner in which this and "The
Big Parade” are sold proves too much of a handi-
cap for a small town. Could not make any
money with either one of them. Twelve reels. —
H. J. Eagan, American theatre, Wautoma, Wis. —
Small town patronage.

LOVERS: Special cast — 39%. September 30.

Good. Six reels. — Mrs. Hulda J. Green, Gem

J. C. Jenkins — His

Colyum

DEAR HERALD:

MANCHESTER, IA„ October 5, 1927.

As a matter of information I would like to inquire why Iowa employs a French-
man by the name of Detour to have supervision of her roads. It seems that this
guy has more to say about her roads than the roads commission, and the more
he says the less the public thinks of him. It was my intention to have gone East
from Omaha across Iowa but I learned that the only way to get across the state
was to take Detour’s route up to Sioux City and go East on No. 20, which I did,
and while No. 20 is better than nothing, yet it isn’t much because this Frenchman
has had a hand in that road too.

Iowa is said to be “Where the Tall Corn Grows,” and probably it is, but if you
want to see tall corn go to Nebraska, and if you want to make mud pies, go to Iowa.

I got into Oakland, Neb., Monday night at dark and stayed over there to meet
my old friend Micky Larson who operates Oakland’s popular playhouse. Mickey
was playing “Frisco Sally Levy” with Sally O’Neil and some other folks helping
her (can’t just remember who the other folks were, as my attention was centered
on Sally) hut anyhow, “Frisco Sally Levy” had the house in hysterics the most
of the time and Mickey cracked two ribs when he doubled over a seat.

In two or three scenes in this picture Sally didn’t have on many more clothes
than a jaybird, but then that would be all right with most of the boys and all
of the bald-heads, (I notice that my hair is getting a little thin on top too) and
it would look like good judgment on the part of any theatre manager to play
this picture should his audience incline in any degree to levity.

I want to ask the readers of the HERALD a fair question. If you should run
across an old timer who was an expert at mixing “Manhattan Cocktails” and he
would ask you to go up to his swell apartments and help him move a refrigerator,
what would you do, would you go? Come on now. tell the truth. Yes, you
would too, you know you would, and so did Micky and I. and the next morning
it started to rain and it has been at is ever since.

-Tlie Herald Fills a Want None Others Do

Last night W. A. Dutton of the Plaza theatre at Manchester, la., played Eddie
Cantor in “Special Delivery” and Eddie and “Special Delivery” got my goat, and
were I operating a theatre I’d play “Special Delivery” and then bring it back
for a second and possibly a third showing. The audience didn’t tear the house
down or anything like that, but I heard one woman say, between hysterical sobs,
“My Lord, that hoy Eddie will kill me, I know he will” and that’s pretty good
proof that “Special Delivery” didn’t go over, but it went straight through.

The Herald Fills a Want None Others Do

When I got to Freeport, 111., this afternoon I inquired the road to La Salle and
the gas boy said, “Take No. 26 to Dixon, then No. 2 to La Salle,” and I asked,
“How’s the road?” and he replied, “Pavement all the way.” Oh Boy, to a man
who has just came off that Frenchman’s road through Iowa, if “Pavement all the way”
isn’t sweeter music than Bathoven ever wrote then my whiskers are blue.

Whoever coined the expression “Pavement all the way” should have a pension for
life and his firewood furnished gratis. I’ll vote for it anytime he’s the “Music
Master” of this country.

There was more rain fell about 7 o'clock this evening between here and Dixon
than there was during that wet spell when Noah took his boat ride, and it all
fell right on top of Clara. It looked just like we were parked right under Niagara
Falls, and it was “Pavement all the way” and if that Frenchman ever comes
over here in Illinois and trys to build any roads I hope somebody will shoot him.

The Herald Fills a Want None Others Do

We couldn’t get through to La Salle, it rained too hard, so we stopped here
at Mendota, and by candle light, it’s a likely looking burg. We are going to

leave here in the morning before the robbin gets that worm and try to get to

Moinence in time to catch a train to Chicago before the office closes at 407
South Dearborn. I am going to park Clara at Momence, for I wouldn’t trust
her out of my sight in Chicago when George Clifford and Eagle Eye Joe are
running around loose, not on your life. I know those babies, and Clara is too
much of a flapper.

Uncle ’Leazer Biggs says, “I’m ag'in this early risin’. I got up once at 5 o’clock
in the mornin’ and that day old Fan got her leg cut in the wire fence, my old
spotted sow et up three chickens fur Bill Smith, and I’ve had the rheumatiz ever
since,” but regardless of Uncle ’Leazer, I am going to try it, and since 5 o’clock
comes rather early here in the Sucker state, and since it is now 11 p. m. and

there is a durn good bed with pillows and sheets ’n everything right here at

my right, I’ll finish this some other time and at some other place.

The Herald Fills a Want None Others Do

MOMENCE, ILL., October 9, 1927.

I forgot to mention that while I was in Neligh, Walt Bradley played “Rookies”
with Karl Dane and George K. Arthur, and if I ever meet Karl and George, and
can stop laughing long enough, I am going to tell them what I think of their
picture, and that ought to please ’em.

I don’t know where they found Karl Dane, but my guess is that they picked
him out of a lumber camp up in Northern Minnesota, for he has all the earmarks of
a Lumber Jack and if his maiden name isn’t Ole Olson then I couldn’t pick
one out if I was in Christiania. Anyhow, if Karl can swing an ax as good as
he can perform before the camera, the forests of this country would be in
danger of extermination should he decide to go back to work. I am strong for
“Rookies” and I am strong for Karl and George in anything in which they
appear, but had Clarence Badger directed “Rookies” there would have been a
couple of rather raw scenes he would have eliminated to the betterment of the
picture. That’s why I like Clarence Badger as a director. The moral to this
is, if they want to make the BEST pictures, they should keep 'em CLEAN.

( Continued on following page)

54

EXHIBITORS HERALD

October 22, 1927

J. C. Jenkins— His Colyum

( Continued from preceding page)

“Rookies” is so good that they may overlook the raw spots, and maybe they won’t
hurt any, but that’s the way it impressed me.

The Herald Fills a Want None Others Do

I have just returned from Chicago where I spent two days and nights and I
got away with my grip and four dollars and thirty-six cents, a record any man
could well be proud of. I had a room in one of Chicago’s fairly good hotels
which was just 30 feet from the elevated railroad, and the first night after I had

gone to bed I counted 3746 trains up and until I went to sleep, and I can’t tell

how many they ran after that, but I dreamed that I was operating a riveting
machine in a boiler factory. I saw a sign at the entrance of a cafe which read,
“Breakfast 60 cents and up” and so I went in. The 60 cents is all right but that
“and up” is where they get you. I paid 35 cents for three slices of bacon
that were sliced so thin that they had to put a paper weight on them to hold
them on the plate. If I had the blade they sliced that bacon with I wouldn’t need

to enter a barber shop until the holidays. If the farmers of this country could

get “and up” for their pork, any old sow would be worth a million dollars.
“And up” is what has made Chicago what she is today.

It’s a good thing Crocket Brown didn’t come down there to see the Tunney-
Dempsey rumpus or he would have had to mortgage his theatre and sold his
Bullfoundland pup to have gotten hack home. You showed good judgment, boy.

While in Chicago I found out why Eagle Eye Joe is such a dandy kid and so
popular with Chicago people, and if you'll keep it quiet I’ll tell you. It’s due to
his mother, and I think his father has had some influence with him too. Joe
took me out to his home to lunch, and what they didn’t have to eat wasn’t in
Chicago, and when I got up from their table I found that the man who took
the measures for my trousers didn’t know that I was going out there for lunch.
The HERALD man wishes to acknowledge his indebtedness to Mr. and Mrs. Fisher,
and to Eagle Eye Joe for a most delightful two hours and a very delicious dinner.

The Herald Fills a Want None Others Do

I ant pretty doggone sore at Bill Weaver. When I got to the office I found that
Bill had gone to Boone, la., anti had taken the Mrs. and Patricia Ann with him,
and I had a dime’s worth of lollypops in my grip for Patricia Ann.

There was a fellow in the office (I think his name is Gallo) who seemed to
rather incline to the theory that prologues and presentation acts are requisites to
an evening’s picture entertainment. He and I locked horns on this subject.
Edwin Clifford got the argument started and after it got to going good he went
into his office and shut the door.

It isn’t often I run onto a guy who can talk faster than I can, but this chap can,
I am willing to concede it, and after we had mussed up the furniture for a
while George Clifford and Rovelstad, who acted as referees, awarded the medal to
Gallo. If this chap believes half what he said he is certainly sold on his theory.
Maybe he’s right, the decision was anyway, and I am not saying that it was
influenced.

You have no doubt heard the expression, “Beastly weather.” Well, that expression
was coined in Chicago, for up there they have the real article and know what they are
talking about. It’s cloudy, chilly, foggy, and sooty and everything else you can
think of, and I would advise that when you go to Chicago that you be on your
guard and not draw a long breath, for you never can tell what you are going to
suck in. If some fellow would go up there and start a cafe and put out a sign,
“Breakfast $5 and down,” he'd have to put up chains to keep ’em out. It’s this
“and up” stuff that throws a chill into ’em.

Jay Shreck claims he lives in Chicago, and maybe he does. He took me out
to his house for dinner last night and I am sure we went through Milwaukee
and Oshkosh and I was just on the point of asking him to stop at Stanley, Wis.,
and we would call on Tom Foster, hut just then the taxi drew up in front of
Jay’s home, and after he had paid the taxi, I asked him why he didn’t buy the
car and be done with it.

When I was introduced to Mrs. Shreck I realized why “Gentlemen Prefer
Blondes,” and when I was seated at her dinner table I also realized just the
condition I would be in 30 minutes later, and I was.

I am not going to try to describe that dinner. I’ll tackle about any kind of a job
but not that, that would he a job for an epicurean with a national reputation and
a vocabulary longer than a Populist speech and a string of adjectives that Webster
never heard of, so about all I can say is that it was SOME dinner, boys, SOME
dinner, and should anybody undertake to say that Mrs. Shreck can’t cook he’ll
get a fight out of me pronto (as “Fishy” Phil says).

I spent a delightful evening, one I will remember long after I have forgotten
who the last democratic president was, and when I came back to Chicago I took the
elevated and Jay told me to get off at the La Salle station and I would be right
at my hotel. I did, but b’gosh I’ll bet I went seven times around the loop before
that conductor called La Salle station. I never got as long a ride for 10 cents
in my life, and along a little before sunrise the conductor asked me how much ride
I expected for 10 cents and I told him I was going to stay on that train until we got
to Chicago unless the durn thing went into the ditch.

Today’s Tribune carries a picture of a proposed memorial to Mrs. O’Leary’s cow.
You remember that it was her bovine that kicked the lamp over and started
Chicago’s greatest conflagration back in 1871. I remember about it, but what
Chicago ought to do is to erect a memorial to the American Berkshire and Poland
China and have an old sow and pigs engraved on her state seal, for it has been
these that have made Chicago what she is today, a great city, but of course the
EXHIBITORS HERALD has helped a lot, for
THE HERALD FILLS A WANT NONE OTHERS DO.

J. C. JENKINS,

The HERALD Man.

theatre, Greenriver, Utah. — General patronage.

HEAVEN ON EARTH: Special cast— 66%.
September 27. Had the best Tuesday night in
September and everyone liked it. Seven reels. — -
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

TELL IT TO THE MARINES: Special cast—
25%. What I would call fair. Ten reels. — Guy
Ducote, Peoples theatre, Cottonport, La. — General
patronage.

THE UNDERSTANDING HEART: Special
cast — 46%. September 25. A story of the forest
rangers, which is extra good, and pleased the
customers. Seven reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

THE BOY FRIEND: Johnny Harron — 20%.
October 4. Pretty good picture from my audience
standpoint. Six reels. — G. S. Young, Petrolia
theatre, Petrolia, Tex. — General patronage.

FOREIGN DEVILS: Special oast — The patrons
that do come for this cheap sort of picture get
their money’s worth — by kicking at us. McCoy
must have spent too much time in the "wide open
spaces.” He might make good as a stunt man
for some one for the farther away from the
camera he is, the better. — R. J. Speck, Kenwood
theatre, Chicago. — High class patronage.

THE CALLAHANS AND MURPHYS: Marie
Dressier — Very good entertainment. All the objec-
tional stuff that has caused so much chin music
failed to appear in the print which we received.
Six reels. — O. B. Junkins, Manzanita theatre,
Carmel, Cal. — General patronage.

THE CALLAHANS AND MURPHYS: Special
cast — There was some fun in this picture, but
unfavorable publicity even kept some sensation
seekers away. Needlessly, however, for the dirt
was cut out, thanks to Mr. Service and "Illinois
Exhibitor.” This Dressier woman can certainly
make a face. — R. J. Speck, Kenwood theatre,
Chicago. — High class patronage.

FRISCO SALLY LEVY: Sally O’Neil— A fair
comedy dish dealing with the everyday life of a
Jewish-Irish family. Some will call it excellent,
others only fair. Seven reels. — O. B. Junkins,
Manzanita theatre, Carmel, Cal. — General patron-
age.

MOCKERY : Lon Chaney — October 2. Story

deals with the Russian revolution. Not so good
as former Chaney offerings, and patrons did not
enthuse over it. Seven reels. — A. G. Witwer,
Grand theatre, Rainier, Ore. — General patronage.

THE FLAMING FOREST: Renee Adoree—
September 24. Here is a picture that will please
the Saturday night crowd. We must say Metro
has given us some fine pictures along with the
bad ones. At least most of them are up to date.
Had a good crowd. Seven reels. — Andrew Rapp,
Theatorium theatre, Emlenton, Pa. — General pat-
ronage.

SUN-UP: Conrad Nagel — October 4. I was

agreeably surprised to find in this picture, rarely
mentioned by exhibitors, or extensively advertised
by the producers, a fairly good plot and what is
just as important, capably acted by the principle
characters. Although Nagel is mentioned as the
star or featured player, Lucille La Verne really
stole the honors. I do not remember seeing thi6
lady in pictures before, but do not recall at the
present time, anyone who could have enacted this
mother role better if as well. Nagel and Pauline
Starke were good, but La Verne was super-good.
From her excellent rendition of this character, one
would be led to suspect that Miss La Verne was
a mountain bred woman who had spent her life
where feuds were fashionable. Would like to see
her in other pictures. Six reels. — Peter Bylsma.
Victory theatre, Napoleonville, La. — Small town
patronage.

Paramount

SENORITA: Bebe Daniels — 36%. September

28. The best since “The Campus Flirt.” Pleased
generally. Seven reels. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

AFRAID TO LOVE: Florence Vidor— 65%.
October 4. Pleasing comedy drama to fair busi-
ness. Seven reels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

ROUGH RIDERS: Special cast — 60%. Septem-
ber 29-30-October 1. Very good picture. Had
rainy weather all three days. People kicked about
the price of 15 and 50 cents. Although the pic-
ture might have been worth it, you can’t get 50
cents in a town this size. The picture disap-
pointed me as I expected a bigger picture, the
same way with most of the people who saw it.
I paid too much for the picture anyway. Nine
reels. — Wendel Boughn, Sun theatre, Walthill,
Neb.— Small town patronage.

THE ROUGH RIDERS: Special cast — A good
picture, well produced that has failed to click.

October 22, 1927

EXHIBITORS

HERALD

55

There ie some doubt as to the reason, possibly
the title. The public wants to be entertained
instead of being told something. Twelve reels. —
O. B. Junkins, Manzanita theatre, Carmel, Cal. —
General patronage.

THE ROUGH RIDERS: Special cast— One of
those few pictures that back up what the pro-
ducers claim it is. It'6 all there and just a little
bit more. Ten reels. — Russell Armentrout, K. P.
theatre, Pittsfield, 111. — General patronage.

BEAU GESTE: Special cast— 62%. October
5-6. This may be the great special they claim it
to be, but my box office didn’t say so. It took
an awful flop the second night and didn’t draw
very strong the first. Ten reels. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patronage.

BEAU GESTE: Ronald Colman — September
28-29. A wonderful picture. Immensely enjoyed
by a few, but absolutely not a small town money
getter. If I had it to over again would run only
one show each night and get in all that were
coming before I would start. If they get in late
they don’t understand the picture. Ten reels. —
C. M. Hartman, Liberty theatre, Carnegie, Okla. —
Small town patronage.

BARBED WIRE: Pola Negri— 50%. Septem-
ber 20. Unlike Dempsey this lady shows them
she can come back. One of the most interest-
ing and entertaining pictures of the year. Holds
interest from the start. Seven reels. — H. J.
Eagan, American theatre, Wautoma, Wis. — Small
town patronage.

LET IT RAIN : Douglas MacLean — 90%. Octo-
ber 4. A fine picture. Pleased them all and
that’s what we want. What I want to know is
where was the rain, the dog and automobile that
was shown in the advertising. My patrons kick
about the advertising, say they can’t tell what
the picture is going to be. I am getting lots
of advertising with scenes that are not in the
picture. — Robert T. Yancey, Bonny theatre, Mans-
field, Mo. — General patronage.

LET IT RAIN : Douglas MacLean — 22%. Sep-
tember 17. Best MacLean that we have used.
Patrons did not like the brilliance of technicolor
shots. Perhaps it was the newness of that type
of thing. Eight reels. — Orlo M. Rolo, High School
theatre. Sun City, Kan. — General patronage.

SO’S YOUR OLD MAN: W. C. Fields— 58%.
October 1. This went over with a whoop with our
folks and the house shook with roar after roar
of hearty laughter. We consider it a first class
audience picture. Six reels. — Clarence E. Hopkins,
Hopkins theatre. Cotter, Ark. — Small town patron-
age.

SO’S YOUR OLD MAN: W. C. Fields— 50%.
September 22. This ie a good comedy drama ex-
cept for one spot when Fields is getting ready to
hit the golf ball then it is too long drawn out.
Except for that it is good. Six reels. — Mrs. Hulda
J. Green, Gem theatre, Greenriver, Utah. — General
patronage.

PARADISE FOR TWO: Richard Dix— 71%.
October 1. Pulled a good house on a stormy
night and that speaks well for the drawing power
of Dix. His pictures are all well liked, although
this one was not quite as good as the others have
been. It pleased most of them. Seven reels. — -
Paul B. Hoffman, Legion theatre, Holyrood, Kan.
— Small town patronage.

EAGLE OF THE SEA: Special cast— 10%.
October 3. Good, of course, and drew nicely.
Eight reels. — Orlo M. Rolo, High School theatre,
Sun City, Kan. — Rural patronage.

ROUGH HOUSE ROSIE: Clara Bow— 39%.
October 3. Good show. Seemed to please all.
Six reels. — A. G. Witwer, Grand theatre, Rainier,
Ore. — General patronage.

THE PALM BEACH GIRL: Bebe Daniels—
33%. October 1. Fair program picture. Enjoyed
by most. Seven reels. — Orlo M. Rolo, High School
theatre, Sun City, Kan. — General patronage.

THE CAT’S PAJAMAS: Special cast— 85%.
September 29. One of the best pictures we have
had in some time was the opinion of some pa-
trons. Everyone liked it and the title was catchy,
bringing in a lot of people. Theodore Roberts
is in thi6 and supplies a lot of laughs, especially
at the end. Six reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

THE GREAT GATSBY: Special cast— 56%.
October 2. Entirely different from the usual run
of pictures. Not a bit of comedy but all drama.
A very good one for those who like their shows
dramatic. Seven reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

STRANDED IN PARIS: Bebe Daniels— 29%.
August 23. Good. — Orlo M. Rolo, High School
theatre, Sun City, Kan. — Rural patronage.

CHILDREN OF DIVORCE: Special cast— 80%.
October 2-3. Boy this is a hot one. Play it,
you won't go wrong. The old birds may think it’s
all wrong, but the young folks will be there to
tell you it's the best thing yet and they are
the showgoing people today that you have to cater
to. Boost it with plenty of paper and you won’t
go wrong on what you spent. Seven reels. —
Roy E. Green, Scenic theatre, Holstein, la. — Gen-
eral patronage.

MANTRAP: Special cast— 29%. August 30. A
few unusual ideas for a film story. Fair. Seven
reels. — Orlo M. Rolo, High School theatre. Sun
City, Kan. — Rural patronage.

CASEY AT THE BAT: Wallace Beery— 85%.
October 5-6. We found this to be a good offer-
ing. It didn’t go as previous ones, but it satis-
fied. Received many favorable comments. Six
reels. — Paul B. Hoffman, Legion theatre. Holy-
rood, Kan. — Small town patronage.

• CASEY AT THE BAT: Wallace Beery— Poor.
Beery miscast. Comedy lacking. Seven reels. —
O. B. Junkins, Manzanita theatre, Carmel, Cal. —
General patronage.

THE VANISHING AMERICAN: Richard Dix
— 100%. October 5. — Orlo M. Rolo, High School
theatre, Sun City, Kan. — Rural patronage.

THE MYSTERIOUS RIDER: Jack Holt— This
had good drawing power for me and it gave gen-
eral satisfaction. Too bad we have to buy Para-
mount’s lemons to get a few good ones like this.
— Walter Hohlfeld, Elite theatre, Greenleaf, Kan.
— General patronage.

THE ACE OF CADS: Adolphe Menjou — Octo-
ber 4-5. This is probably not quite as bad as
some have reported it, but I would hate to have
this line of stuff for a steady diet. Seven reels. —
Wm. E. Tragsdorf, Trags theatre. Neilsville, Wis.
— Small town patronage.

THE ACE OF CADS: Adolphe Menjou— Fair
picture but no good for small town. Just made
expenses on this picture. A rotten print and too
old. They had better take Adolphe out of the
small town list. Eight reels. — Wendel Boughn,
Sun theatre, Walthill, Neb. — Small town patron-
age.

RUBBER HEELS: Ed Wynn— The poorest
piece of cheese that any producer ever shoved off
on the exhibitors. Do not play it under any
consideration. — Walter Hohlfeld, Elite theatre,
Greenleaf, Kan. — General patronage.

RUBBER HEELS: Ed Wynn— Poor Ed Wynn—
what a cross he has to bear. A man with the
makings of a good screen comedian foiled in
this mystery picture. Paramount, who in their
haste to capitalize his name, forgot to give him
a good picture to make his debut in. — R. J.
Speck, Kenwood theatre, Chicago, 111. — High class
patronage.

KNOCKOUT RILEY: Richard Dix— A good
prize fight picture that did very poor business.
The women did not turn out to see it. Not
worth the money Paramount asks for it. — -
Walter Hohlfeld, Elite theatre, Greenleaf, Kan. —
Small town patronage.

IT : Clara Bow — Gave entire satisfaction and
did fairly well at the box office. Be sure to play
it. — Walter Hohlfeld, Elite theatre, Greenleaf,
Kan. — General patronage.

SPECIAL DELIVERY: Eddie Cantor— Just a
picture. Not as good as “Kid Boot6.” This
bird may be great on the stage but an absolute
flop on the screen. Never again for me. — Walter
Hohlfeld, Elite theatre, Greenleaf, Kan. — General
patronage.

EVERYBODY’S ACTING: Betty Bronson—
September 25. It is surprising how some little
talked of picture can bob up serenely and please
nearly 100 per cent. Super-specials or roadshows
can do no more. Of course, this picture did not
pretend to be a special, even of the lesser variety,
but the cast was chock full of entertainment.
Not a thriller, not one to make necessary the
carrying of more than one handkerchief, just a
clean wholesome picture. What more do you
want? — Peter Bylsma, Victory theatre, Napoleon-
ville. La. — Small town patronage.

YOU’D BE SURPRISED: Raymond Griffith—
September 28. Here's a good story spoiled by
the director or the star or both. While possessing
a fairly vivid imagination myself it is not elastic
enough to appreciate clowning at a coroner’6
inquest. If an occasion such as this is one
where the chief officer is supposed to wear a broad
and perpetual grin, if murder suggests mirth,
levity, ribaldry, the director and I are inhabitants
of different planets. There was some real good
detective work in this picture, if treated seriously
would have made of it a fairly entertaining one.
As it was the theme and the acting were so much
at variance that it was really an insult to the

intelligence of the patrons. — Peter Bylsma, Vic-
tory theatre, Napoleonville, La. — Small town
patronage.

Pathe-P D C

CLINGING VINE: Leatrice Joy— 50%. Sep-
tember 25. Very good picture. We play all
Miss Joy’s pictures and the folks like her here.
Some of our patrons know her personally. She
is a New Orleans girl. Print good. Seven reels.
— J. S. Landry, Columbia theatre, Morganza, La.
— General patronage.

HIS DOG: Special cast — Every once in a
while a picture comes along unheralded and un-
sung that just hits the right spot and gives one
a revived hope that the program picture may still
be good and not be priced as a special. Schild-
kraut does some remarkable work that is effective
in its simplicity and proves that actors and
directors in the terms of motion picture art are
not altogether a fable used by press agents. —
R. J. Speck, Kenwood theatre, Chicago. — High
class patronage.

THE COUNTRY DOCTOR: Special cast— This
picture is full of sob stuff and hokum that gets
over in some parts. Producers sent us out a
print that shimmied and shook the audience
bleary-eyed. After such a remarkable picture
and print as in “His Dog” we began to hope, but
Pathe-Producers’ bum prints continue it seems.
Eight reels.— R. J. Speck, Kenwood theatre, Chi-
cago.— High class patronage.

THE YANKEE CLIPPER: Special cast— Octo-
ber 6-7. A 90 per cent picture and it took well
among the people of Sainty. A larger house the
second night. All Americans will enjoy this pic-
ture.— Earl N. Convoy, Electric theatre, St.
Francis, Kan. — General patronage.

Tiffany

LIGHTNING: Special cast— October 5. This
is a fine picture, well made and put in natural
colors which adds to its interest. — E. W. Swarth-
out. Palace theatre, Aurora, Ind. — General pat-
ronage.

THAT MODEL FROM PARIS: Marceline Day
— Cannot give this one much. Acting o. k. but
story weak. — R. K. Lattin, Strand theatre. Val-
paraiso, Neb. — General patronage.

United Artists

THE BELOVED ROGUE: John Barrymore—
18%. October 7-8. This is a big picture but this
type will not draw here and it made a complete
flop at the box office. Played two nights and
didn’t take in half enough to pay expenses. Such
flops as this are enough to almost make one
quit the show business, especially when the town
board here do all in their power to run in all
the competition that they can find in order to
keep us from doing any business. Ten reels. —
W. C. Snyder, Cozy theatre. Lamont, Okla.-
General patronage.

THE BELOVED ROGUE: John Barrymore—
October 4-6. A very good picture. Received a
lot of comments and all of them good. But no
business so why buy United Artists. Ten reels. —
John L. Damm, Strand theatre, Wadsworth. O. —
General patronage.

SALLY OF THE SAWDUST: Special cast—
75%. October 3-4. This is a good show and made
me money, and that is what counts. Ten reels. —
Kenney Lloyd, Joy theatre, Foreman, Ark. —
General patronage.

DON Q. : Douglas Fairbanks — 40%. September
27. Good picture but too much rental for the
age. I never broke even by $15 and that’s lots
here. But no fault of picture. Eleven reels. — -
G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

THE HILL BILLY: Jack Pickford— 35%.
September 25. Good, but old. Five reels. — Mrs.
Hulda J. Green, Gem theatre, Greenriver, Utah.
— General patronage.

STELLA DALLAS: Belle Bennett — September
29. This was a pretty long feature but it was a
very good picture. Raised the price to 15 and
30 cents and did not have a very good crowd.
Belle Bennett certainly played her part good, and
so did the others. Eleven reels. — Andrew Rapp,
Theatorium theatre, Emlenton, Pa. — General
patronage.

Universal

THE PRAIRIE KING: Hoot Gibson— 15%.
September 28. Another good one from Hoot, and
we want to tell you that it is an extra good one.

56

EXHIBITORS HERALD

October 22, 1927

Plenty of comedy in this which is what the
folks like. Play all the Gibson’s as they are all
good. We don’t remember ever playing a bad
one. Print good. Six reels. — J. S. Landry,
Columbia theatre, Morganza, La. — Small town
patronage.

OUT ALL NIGHT : Reginald Denny — 100%.
October 2-3. This is a dandy program picture.
They will all like this one. For a nice comedy
drama it is the berries. Denny is good in this and
they like him here. Ran it with vaudeville and
it went over fine. Six reels. — Roy E. Green,
Scenic theatre, Holstein, la. — General patronage.

BEWARE OF WIDOWS: Laura La Plante—
85%. September 25-26. This show will go over
good any place as it is a clean laughable comedy
and for a nice evening’s entertainment you will
find this o. k. with anybody that walks through
your door. Seven reels. — Roy E. Green, Scenic
theatre, Holstein, la. — General patronage.

BEWARE OF WIDOWS: Laura La Plante—
41%. September 23. Very good comedy. Pleased
generally. Seven reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

HERO ON HORSEBACK: Hoot Gibson— 40%.
September 30. Good Western. Plenty of action
and has some good comedy. Six reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

OUTSIDE THE LAW: Ralph Lewis— 90%. A
very good picture. Can make money every night
with a picture like this. Eight reels. — Guy Ducote,
Peoples theatre, Cottonport, La. — General pat-
ronage.

BUTTERFLIES IN THE RAIN: Laura

LaPlante — 25%. Sept. 18. Just as good as any
feature we have played this season. Miss
LaPlante is just fine in this. All her pictures
are good. Small attendance due to big barbecue
in Melville. Print good. Seven reels. — J. S.
Landry, Columbia theatre, Morganza, La. — Gen-
eral patronage.

HIS PEOPLE: Special cast — 70%. Very good
picture of its type. Won’t draw 60 it don’t count
very much as that is what we want. Had a
two reel comedy that gave the little percentage
it has. Nine reels. — Robert T. Yancey, Bonny
theatre, Mansfield, Mo. — General patronage.

THE FLAMING FRONTIER: Hoot Gibson—
100%. September 24. Broke all records with this.
Had a display of all guns and relics. Special
lobby cutouts and colored lights across front.
Twenty dollars more on matinee than average
Western. Everybody well pleased. Eight reels. —
Kenny Lloyd, Joy theatre. Foreman, Ark. — Gen-
eral patronage.

RIDIN’ RASCAL: Art Acord — 31%. Sept. 24.
Just a Blue Streak Western, but well liked. Five
reels. — Orlo M. Rolo, High School theatre, Sun
Oity, Kan. — General patronage.

THE LOVE THRILL: Laura LaPlante — 22%.
October 10. Fair program picture. Seven reels.
— Orlo M. Rolo, High School theatre. Sun City,
Kan. — Rural patronage.

THE COHENS AND KELLYS: Special cast—
75%. Good picture. Book it and pour it on, it
will please 100 per cent. Eight reels. — Kenny
Lloyd. Joy theatre. Foreman, Ark. — General
patronage.

HER BIG NIGHT: Laura La Plante — 40%.
Didn’t draw here at all. Eight reels. — Guy
Ducote, Peoples theatre, Cottonport, La. — General
patronage.

THE YELLOW BACK: Fred Humes— 37%.
August 27. — Orlo M. Rolo, High School theatre.
Sun City, Kan. — Rural patronage.

BACK TO GOD’S COUNTRY: Special cast—
September 19-20. Another Curwood picture not
as good as the story. Just a program picture.
Six reels. — C. S. Watson, Electric theatre, Cald-
well, Kan. — General patronage.

FAST AND FURIOUS: Reginald Denny—
October 3-4-5. A good picture and Denny well
liked here. I stretched it an extra day and it
failed to stand up. Just a two day picture here.
We have a papulation of 2,000. Six reels. — C. S.
Watson, Electric theatre, Caldwell, Kan. — General
patronage.

STRAIGHT SHOOTIN’: Ted Wells— October 8.
This young man is a comer if they give him a
director that has some sense. When they make
him whip all the bad men on the range with his
fists, it’s going a little too strong. Five reels. —
C. S. Watson, Electric theatre, Caldwell, Kan. —
General patronage.

Warner Brothers

THE BUSH LEAGUER: Monte Blu<^100%.
October 4. Played this on my 10-cent night and
it sure pleased to a “T”. Very good picture for

a mixed crowd. Good comedy with some action,
and a brand new print. Of course I always have
a full house on 10-cent night. Six reels.- — Wendel
Boughn, Sun theatre, Walthill, Neb. — Small town
patronage.

THE LOVE TOY : Lowell Sherman — 71%.
October 1. This was one of the silliest pictures
I ever ran. The picture was a good one but
the titles would do for a two reel comedy. The
titles were awful for a feature but good for a
comedy. As “The King made him general he
was the only one who knew how to use a military
brush” and 6uch stuff as that. Seven reels. —
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

THE BLACK DIAMOND EXPRESS: Monte
Blue — A simple little story well told. Not much
railroad stuff but enough to add a little pep.
Six reels. — O. B. Junkins, Manzanita theatre,
Carmel, Cal. — General patronage.

WHAT HAPPENED TO FATHER: Warner
Oland — 48%. September 24. This is a good
comedy. Six reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

WHAT HAPPENED TO FATHER: Warner
Oland — Warner Oland is good. Parts of this
picture are clever, but on the whole it is just
a Warner fill in. Some of the dumb Warner
stock actors have their fling and succeeded in ruin-
ing the picture. William Demarest did not spoil
"Don Juan,” however we didn’t see him. — R. J.
Speck, Kenwood theatre, Chicago — High class
patronage.

WHITE FLANNELS: Louise Dresser — 50%.
October 1. Good picture. I think every one liked
it. Seven reels. — G. S. Young, Petrolia theatre,
Petrolia, Tex. — General patronage.

ACROSS THE PACIFIC: Monte Blue— October
2-3. A good meller of the Philippine campaign.
Eight reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

Short Subjects

EDUCATIONAL

CAMEO : I have found this one reeler a good
one. One reel. — W. T. Biggs, Adair theatre,
Adair, la. — General patronage.

FELIX IN ROAMEO: Good cartoon comedy.
Two reels. — A. G. Witwer, Grand theatre, Rainier,
Ore. — General patronage.

MEET MY DOG: Cliff Bowes — There was a
dog in this picture that did some very clever
tricks. Would class it as a good picture. One
reel. — Andrew Rapp, Theatorium theatre. Emlen-
ton. Pa. — General patronage

MISFIT PAIR: Lloyd Hamilton — A revival
which is much better than the usual one. One
reel. — A. G. Witwer, Grand theatre, Rainier, Ore.
— General patronage.

NOBODY’S BUSINESS: Lloyd Hamilton — This
is a scream. Even the old birds got a kick out of
this one. Ran it with Buck Jones in “The Flying
Horseman.” They said when they went out they
thought it was a good show. — Roy E Green,
Scenic theatre, Holstein, la. — General patronage.

WHATNOTS: An entertaining and instructive
reel. Three reels. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

WILD WAVES: Cliff Bowes— One reel of
laughter for the kiddies and adults. The two
reelers get too tiresome if they are not good.
One reel. — Andrew Rapp, Theatorium theatre,
Emlenton, Pa. — General patronage.

F B O

ADVENTURES OF MAZIE: Alberta Vaughn—
Have run five of these and they’re all fine. Two
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

BLACK AND BLUE EYES: For once we got
a good two reel comedy. The kids made so much
noise over this comedy you could hardly hear
yourself think. It is one you can boost. Two
reels. — Andrew Rapp, Theatorium theatre, Emlen-
ton, Pa. — General patronage.

SO’S YOUR OLD MAN: Alberta Vaughn— A
good comedy. Two reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General pat-
ronage.

FOX

CAR SHY : Earle Fox — Pretty good. Two reels.
— G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

THE DOG’S PAL: Good comedy. Dog carried
the honors. Two reels. — G. S. Young, Petrolia
theatre, Petrolia, Tex. — General patronage.

THE DOG’S PAL: Jerry the Giant Killer — -

While not making a practice of reporting on
short subjects, this comedy deserves to be men-
tioned among those that are really good. It was
all of that, in fact all of these animal comedies
are good. Two reels. — Peter Bylsma, Victory
theatre, Napoleonville, La. — Small town pat-
ronage.

PATHE

DON KEY: Good. — Orlo M. Rolo, High School
theatre, Sun City, Kan. — General patronage.

GOOD CHEER: Our Gang — Poor. Two reels.
— Orlo M. Rolo, High School theatre. Sun City,
Kan. — General patronage.

HIS FIRST FLAME: Harry Langdon— Terrible 1
I would think Mack Sennett would hide his head
in shame after turning out such a piece of junk.
Not worth showing. — Walter Hohlfeld, Elite
theatre, Greenleaf, Kan. — General patronage.

THE MARRIAGE WOW: Harry Langdon—
Very good comedy. Two reels. — Mrs. Hulda J.
Green, Gem theatre, Greenriver, Utah. — General
patronage.

MUSCLE BOUND MUSIC: Mack Sennett—
Good. Two reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

PATHE NEWS: No. 72. I can't see how any-
one can do without news reels. Pathe continues
to send older service than we pay for, but am
changing the first of year to Metro-Goldwyn.
Guess they will be worse. One reel. — G. S. Young,
Petrolia theatre, Petrolia, Tex. — General pat-
ronage.

PATHE NEWS: No. 73. Same as 72 others.
Good, if they are old. One reel. — G. S. Young.
Petrolia theatre, Petrolia. Tex. — General patronage.

PATHE NEWS: No. 74. Same old thing, row
boating and getting ready to start for France.
One reel. — G. S. Young, Petrolia theatre, Petrolia,
Tex. — General patronage.

PATHE NEWS: No. 75. Same as Number 74.
One reel. — G. S. Young, Petrolia theatre, Petrolia,
Tex. — General patronage.

SMITH’S BABY: Poor. Two reels.— Orlo M.
Rolo, High School theatre. Sun City, Kan. —

General patronage.

SMITH’S VACATION: Fair.— Orlo M. Rolo.
High School theatre, Sun City, Kan. — General
patronage.

UNIVERSAL

BARRYMORE TOMMY: Fred Gilman— Good
average short Western. Two reels. — -A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

BUSINESS WORRIES: Arthur Lake— Not
much. One reel. — G. S. Young, Petrolia theatre.
Petrolia, Tex. — General patronage.

BUSTER’S GIRL FRIEND: Good.— Orlo M.
Rolo, High School theatre. Sun City, Kan. — -

General patronage.

BUSTER’S NARROW ESCAPE: Will pass.
Can’t see that Stern Brothers comedies are any-
thing to write home about. Two reels. — Robert T.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

COLLEGIANS: The series was very good. The
pictures helped most of the time. Two reels. — -
Orlo M. Rolo, High School theatre. Sun City,
Kan. — General patronage.

HAUNTED HEIRESS: Edna Marion— Good,
two reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

INTERNATIONAL NEWS REEL: This news
is good, but they repeat things several times in
some of them. One reel. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah.- — General pat-
ronage.

JANE’S SLEUTH : Fairly good comedy. Much
better than the average of these eerier. Two
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore.

NEWLYWEDS NEIGHBORS: Fair. Two reels.
— Orlo M. Rolo, High School theatre. Sun City,
Kan. — General patronage.

ON FURLOUGH: Good comedy. Registered a
good many laughs. Two reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

PIPEROCK BLAZE: Pee Wee Holmes. The
poorest one of the series. It’s punk. Two reels.
■ — A. G. Witwer, Grand theatre. Rainier, Ore. —
General patronage.

RED SUSPENDERS: Slim Summerville — Good
short comedy. One reel. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

WHAT PRICE PLEASURE: Neely Edwards-
One reelers no good here. Universal good as any.
— G. S. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

October 22, 1927

EXHIBITORS HERALD

57

BOX OFFICE TICKER

%e HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Rookies (M-G-M) 79.90%

No Man's Gold (Fox) 79.68%

The Cohens and Kellys (U) 78.70%

Irene (F. N.) 76.75%

Keeper of the Bees (F B O) 76.69%

The Mysterious Rider (Par) 76.14%

Tillie the Toiler (M-G-M) 75.90%

The Iron Horse (Fox) 75.45%

Laddie (F B O) 75.36%

(Par) 75.27%

The Gorilla Hunt (F B O) 75.07%

The Vanishing American (Par) 73.95%

Tell it to the Marines (M-G-M) 73.14%

Arizona Sweepstakes (U) 73.07%

The Great K. and A. Train Robbery (Fox). .73. 07%

The Last Trail (Fox) 72.76%

The Calgary Stampede (U) 72.54%

Chip of the Flying U (U) 72.17%

The Winning of Barbara Worth (U. A.).. ..71. 65%

The Magic Garden (F B O) 71.52%

Don Mike (FBO) 71.17%

Johnny Get Your Hair Cut (M-G-M) 70.96%

The Volga Boatman (PDC) 70.68%

Hills of Kentucky (W. B.). 70.50%

Slide, Kelly, Slide (M-G-M) 70.44%

Flesh and the Devil (M-G-M) 70.11%

Tarzan and the Golden Lion (FBO) 69.72%

The Sea Beast (W. B.) 69.30%

The Tough Guy (FBO) 69.18%

The Bat (U. A.) 69.15%

Let’s Get Married (Par) 69.07%

The Gentle Cyclone (U) 68.81%

Ella Cinders (F. N.) 68.46%

The Quarterback (Par) 68.32%

The Son of the Sheik (U. A.) 68 09%

Senor Daredevil (F. N.) 67.58%

The Scarlet West (F. N.) 67.40%

Mr. Wu (M-G-M) 67.23%

Three Bad Men (Fox) 67.00%

Man of the Forest (Par) 66.96%

The Black Pirate (U. A.) 66.85%

The Last Frontier (PDC) 66.78%

The Campus Flirt (Par) 66.75%

Hands Across the Border (FBO) 66.50%

Tin Hats (M-G-M) 66.36%

The Four Horsemen (M-G-M) 66.30%

The Phantom Bullet (U) 66.23%

The Fire Brigade (M-C-M) 66.13%

Up In Mabel’s Room (PDC) 65.94%

The Unknown Cavalier (F. N.) 65.80%

The Kid Brother (Par) 65.28%

We’re in the Navy Now (Par) 64.79%

Orchids and Ermine (F. N.) 64.76 %

The Devil Horse (P) 64.71%

Sea Horses (Par) 64.63%

His Secretary (M-G-M) 64.50%

The Night Cry (W. B.) 64 33%

While London Sleeps (W. B.) 64.30%

Across the Pacific (W. B.) 64.07%

The Scarlet Letter (M-G-M) 64.06%

Corporal Kate (PDC) 63.83%

The Overland Stage (F. N.) 63.77%

For Heaven’s Sake (Par) 63 45%

The Man in the Saddle (U) 62.85%

Skinner’s Dress Suit (U) 62.84%

Little Annie Rooney (U. A.) 62.83%

Lone Hand Saunders (FBO) 62.71%

A Regular Scout (FBO) 62.57%

That’s My Baby (Par) 62.42 %

Canyon of Light (Fox) 62.33%

War Paint (M-G-M) 62.30%

Brown of Harvard (M-C-M) 61.96%

Tony Runs Wild (Fox) 61.75%

The Denver Dude (U) 61.61%

The Two Gun Man (FBO) 61.17%

The Masquerade Bandit (FBO) 6100%

The Buckaroo Kid (U) 60.94%

Behind the Front (Par) 60.89%

Heaven on Earth (M-G-M) 60.80%

Sweet Daddies (F. N.) 60 55%

Tramp, Tramp, Tramp (F. N.) 60.06%

Twinkletoes (F. N.) 59.57%

The Teaser (U) 59.50%

His People (U) 59.46%

The Waning Sex (M-G-M) 59.32%

The Silent Rider (U) 59.00%

The Flaming Forest (M-G-M) 58.83%

Under Western Skies (U) 58.83%

Clash of the Wolves (W. B.) 58.69%

The Understanding Heart (M-G-M) 58.59%

The Flaming Frontier (U) -.58.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (M-G-M) 58.09%

The Texas Streak (U)... 57.84%

The Goose Woman (U) 57.80%

The Cowboy Cop (FBO) 57.72%

Paradise (F. N.) . 57.50%

The Dark Angel (F. N.) 57.14%

Rolling Home (U) 57.05%

Winners of the Wilderness (M-G-M) 57.05%

Kid Boots (Par) 57.04%

Private Izzy Murphy (W. B.) 57.00%

The Eagle (U. A.) 56.90%

Stella Dallas (U. A.) 56.90%

The Flying Horseman (Fox) 56.85%

The Wilderness Woman (F. N.) 56.84%

The Temptress (M-G-M) 56.73%

Old Clothing (M-G-M) 56.69%

Upstage ( M-G-M ) 56.62%

Men of Steel (F. N.) 56.45%

Mike ( M-G-M ) 56.45%

Sally of the Sawdust (U. A.) 56.45%

It Must Be Love (F. N.) 56.36%

The Red Mill (M-G-M) 56.15%

Mantrap (Par) 56.13%

Breed of the Sea (FBO) 56.06%

Wild Justice (U. A.) 55.86%

The Rainmaker (Par) 55.72%

Forever After (F. N.) 55.68%

Forlorn River (Par) 55.55%

Desert Valley (Fox) 55.50%

Born to the West (Par) 55.45%

The Johnstown Flood (Fox) 55.08%

The Unknown Soldier (PDC) 55.00%

Stepping Along (F. N.) 54.86%

Let it Rain (Par) 54.77%

Knockout Riley (Par) 54.76%

The Family Upstairs (Fox) 54.70%

Poker Faces (U) 54.50%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

Variety (Par) 53.63%

What Happened to Jones (U) 53.62%

The Palm Beach Girl (Par) 53.38%

The Midnight Sun (U) 53.05%

The Still Alarm (U) 52.91%

Stranded in Paris (Par) 52.85%

The Ice Flood (U) 52 82%

Sweet Rosie O’Grady (Col) 52.72%

The Barrier (M-G-M) 52.68%

Miss Nobody (F. N.) 52.66%

Subway Sadie (F. N.) 52.63%

The Return of Peter Grimm (Fox) 52.00%

Eagle of the Sea (Par) 51.95%

Kosher Kitty Kelly (FBO) 51.95%

Pals in Paradise (PDC) 51.80%

Tin Gods (Par) 51.78%

BOX OFFICE RECORD
and

EQUIPMENT INDEX

Out

This

Week

The Prince of Pilsen (P D C) 51.60%

Prisoners of the Storm (U) 51.45%

The Greater Glory (F. N.) 51.36%

Hie Blue Eagle (Fox) 51.35%

Say it Again (Par) 51.15%

Aloma of the South Seas (Par) 51.10%

Altars of Desire (M-G-M) 51.09%

Her Father Said No (F B O) 51.09%

Tumbleweeds (U. A.) 51.07%

Her Big Night (U) 51.00%

Spangles (U) 51.00%

Sparrows (U. A.) 50.95%

Bred in Old Kentucky (F B O) 50.90%

The Strong Man (F. N.) 50.81%

The Arizona Streak (FBO) 50.53%

The Wanderer (Par) 50.36%

Whispering W'ires (Fox) 50.33%

Hogan's Alley (W. B.) 50.25%

Mare Nostrom (M-G-M) 50.22%

Paradise for Two (Par) 50.00%

You Never Know Women (Par) 50.00%

The Brown Derby (F. N.) 49.90%

Padlocked ( Par) 49.88%

The Million Dollar Handicap (PDC) 49.82 %

The Show Off (Par) 49.73%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

One Minute to Play (FBO) 49.26%

The Runaway Express (U) 49.11%

The Adorable Deceiver (FBO) 48.63%

Faust ( M-G-M ) 48.60%

Battling Butler (M-G-M) 48.52%

Whispering Smith (PDC) 48.45%

So’s Your Old Man (Par) 48.21%

Her Honor the Governor (FBO) 48.11%

Syncopating Sue (F. N.) 48.09%

The New Commandment (F. N.) 48.08%

Desert's Toll (M-G-M) 47.33%

Love ’Em and Leave 'Em (Par) 47.21%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (M-G-M) 47.15%

Wet Paint (Par) 46.81%

There You Are (M-G-M) 46.77%

Out of the West (FBO) 46.09%

Take it From Me (U) 45.86%

The Potters (Par) 45.80%

Hold That Lion (Par) 45.43%

The Border Sheriff (U) 45.00%

Just Another Blonde (F. N.) 44.36%

The Marriage Clause (U) 44.35%

The Cat’s Pajamas (Par) 44.23%

Wedding Bills (Par) 43.90%

The Blind Goddess (Par) 43.88%

The Duchess of Buffalo (F. N.) 43.75%

A Little Journey (M-G-M) 43.46%

The New Klondike (Par) 43 27%

Blarney ( M-G-M ) 43.23%

Fine Manners (Par) 43.14%

Blonde or Brunette (Par) 42.90%

Partners Again (U. A.) 42.87%

Ladies at Play (F. N.) 42.75%

Bardelys the Magnificent (M-G-M) 42.73%

The Old Soak (U) 42.42%

La Boheme (M-G-M) 41.95%

Fig Leaves (Fox) 41.90%

Midnight Lovers (F. N.) 41.85%

The Love Thief (U) 41.72%

The Canadian (Par) 41.63%

The Wise Guy (F. N.) 41.53%

Special Delivery (Par) 41.40%

Everybody’s Acting (Par) 41 06%

Fascinating Youth (Par) 40.F9%

Miss Brewster's Millions (Par) 40.79%

Bigger Than Barnums (FBO) 39.53%

The Ace of Cads (Par) 38.66%

Perch of the Devil (U) 37.69%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (F. N.) 36.33%

The Amateur Gentleman (F. N.) 35.50%

The Great Gatsby (Par) -.35.33%

Steel Preferred (PDC) 34 70%

You’d be Surprised (Par) 34.50%

The Magician (M-G-M) 34.42%

Exit Smiling (M-G-M) 33.50%

Don Juan’s Three Nights (F. N.) 30.80%

Pals First (F. N.) 30.36%

58

EXHIBITORS HERALD

October 22, 1927

CHICAGO PERSONALITIES

^ — By W . W. — ==

THE trade Conference in New York came to an end Saturday and
as a result a new uniform contract will be made and block book-
ing will be modified. The conference proved to be an interesting
affair. Ludwig Siegel, in a post card to Tess Heraty had this to say
about the conference : “The fireworks have started and the conference
is getting more powerful every day, but highly interesting. Glad I am
here to benefit by it with lots of intelligent men expressing their views.”

Final details were settled last week in
the contract between Metro-Goldwyn-
Mayer and the Coston circuit whereby
the Coston theatres will use the entire
Metro-Goldwyn-Mayer product for this
season. The contract includes all fea-
tures, comedies, newsreels and other
short features on the M-G-M program
for 1927-28, and the contract calls for
showings in 65 theatres.

* * *

It is rumored, and with more or less
authority, that the Cecil DeMille special,
“The King of Kings,” will go into the
Erlanger theatre around the first of the
year for an extended run. Prior to this
the picture will be roadshowed in many
of the Middle Western key cities for
limited engagements. This it is thought,
will create an added desire among the
picture goers of Chicago to see the
picture.

When “Wings,” the Paramount epic
of America’s war birds, goes into the
Erlanger on Oct. 30, it will be the first pic-
ture ever to play in the Erlanger.

* * *

Clyde Eckhardt announces that C. M.
VanDyke, of Charlotte, N. C., has been
appointed the new office manager for the

Fox exchange. VanDyke has been with
Fox for a number of years. He fills the
office made vacant by the promotion of
Paul C. Johnson to the position as sec-
retary of W. R. Sheehan, vice president
and general manager of Fox Films.

* * *

Clyde Eckhardt received a letter from
A. W. Parker, in Duarte, Cal., last week.
Parker was with the Chicago Fox ex-
change for eight years before he moved
to California last year. Parker said in
the letter that Chicago was much more
preferable to California as a place to
live. (All California newspapers, please
copy.)

* * *

John C. Flinn, vice president of the
Pathe Exchange, and his brother, James
M. Flinn, attended the 50th wedding
anniversary of their parents in Glencoe
last Tuesday.

5$c sj:

Earl Silverman’s father died Saturday,
Oct. 8, at his home in Chicago. Inter-
ment was held the following Monday.
Mr. Silverman was in his 70th year.

* * *

Clifford Geissman, formerly an automo-
bile salesman at Milwaukee, has joined

the Chicago Warner exchange. This is
his first position in the film business
and he will serve in a general capacity
until he is given a sales territory in the
near future.

The film row was grieved last
week by the death of J. O. (Obie)
Campbell, who died early Friday
morning at his home at 1121
George Street. His death was a
result of complications that fol-
lowed an attack of ptomaine
poisoning. He is survived by his
mother and a son, nine years old,
his wife having died five years
ago. The body was sent to Louis-
ville, Campbell’s birthplace, for
interment. Mr. Campbell was only
44 years old.

Obie Campbell was an old timer
on Chicago’s film row, having been
a salesman for more than 15 years,
and was one of the best known
and well liked men in the business.
He was connected with Fox and
with Jerry Abrams for many years.
At the time of his death he was
employed with Fox.

His career in theatrical enter-
prises was a long and interesting
one. At one time he and his wife
had a successful vaudeville act.
For several years he had musical
comedies and dramatic shows on
the road. At one time he had a
roadshow company of “Faust” and
Clyde Eckhardt served as advance
agent for the company. It was
Mr. Eckhardt who first put Mr.
Campbell in the motion picture
business.

All the film exchanges sent
flowers and many of the friends of
the deceased paid a last honor by
visiting the home.

By an almost unanimous vote of the
Chicago Federation of Musicians, jazz
music will continue to be played by
orchestras in moving picture theatres.
The vote was taken last week after
James C. Petrillo, president of the union,
informed 6,000 members at Musicians’
Hall that the public wanted jazz and the
public usually got what it wanted.
Two resolutions had been introduced
which decried the popularity of jazz and
its ascendency over the classics.

* * *

The entire Hyde Park football squad,
led by Coach Lloyd Rohrke, were pres-
ent at Friday night’s showing of John
“Chick” Meehan’s new football film at
the Avalon theatre. The coach said that
the film was especially good in showing
football players certain aspects of the
game. The picture is run in both slow
and normal speed.

* * *

An injunction obtained by Balaban and
Katz and Goodart Films last week
stopped the showing of the Dempsey-
Tunney fight films at the Marbro, Gra-
nada and Avalon theatres. It was
charged that the films had been brought
into the city from another state. Bala-
ban and Katz had contracted with
Goodart for the films. The Norshore
and Uptown theatres, B and K houses,
are showing the films this week.

* * *

Chicago theatres this week will co-
operate with the Chicago Lying-In
hospital in its drive for funds by running
slides and trailers on the work of the
hospital.

* * *

A1 Bethman, formerly at the Randolph
theatre, is now with Ascher Bros., at the
Crown theatre.

'£ D1HEERD8S

SOVEHTORE'

A spectacular Warner Bros. Serial with start-
ling and breath-taking scenes, filmed in the
heart of the African jungles.

For Illinois

GREIVER PRODUCTIONS

831 SOUTH WABASH AVE.,
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.
OF INDIANA

218 Wimmer Bldg., Indianapolis

The one way

to be sure

Screen quality is important to the
public and therefore to the box office.
It is too important an item to be over-
looked by the exhibitor.

There is one way to be sure of getting
the highest photographic quality in your
productions. Specify prints on Eastman
film — the film that made motion pictures
possible — and look for the important
words "Eastman Kodak” in the margin
of each reel.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

EXHIBITORS HERALD

a

VAN/C

<lA half-witted fool rises and stam-
pedes to panic a theatre audience. He
saw the screen reflection of a momen-
tary blaze in the projection room.

What theatre, you say, can guard
against a moron ?

Your theatre can. Every theatre
can. There can be not even the sug-
gestion of fire in a theatre equipped
with the SENTRY SAFETY CON-
TROL. It acts in a split second, acts
automatically.

Attach it to any standard projec-
tor .. , Costs only a few cents a day.

-'Mm

IAIF HITT f G0 Kira® L

C □ RPDR AT I □ N

13th and Cherry Sts., PHILADELPHIA 1560 Broadway, NEW YORK
And All Branches of

NATIONAL THEATRE SUPPLY COMPANY

THE LIFE

OF THE
PARTY!

Metro - Qoldwyn - Mayer
puts the pep in this
business.

a.

The Theatre showing M-Q-M product is indeed fortified with great stars and
specials (“Big Parade” and “Ben-Hur” head the list) and Quality Shorts and
M-Q-M News, rounding out a program of true M-Q-M Qreatness.

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

A

H

-1

)

L J.

1

k. 1

r ^

1

JL

J

>L. XXXI, No. 6

October 22, 1927

Another Fitting Testimonial

of

c^C arrcmd (bit on

AMEFIICA'S finest o FLGAN

Supremacy !

This new $3,000,000 Theatre “The Rochester”
seating 4,000 people is ranked among the great
motion picture houses of America.

Matched with its beauty of construction is an
organ of equal beauty in tone and workman^
ship. The Marr and Colton Organ lends that
added charm necessary to the realization of
maximum appeal to eye and ear— appeal that
has box office value.

This five manual organ is one of the largest

theatre organs ever built. It is capable of
expressing the tone of any musical instrument
or a whole orchestra in a manner so expressive
that the casual listener wonders at times
whether he really is listening to an organ, so
matchless is its tone quality — so marvelous its
volume — so perfect the rendition.

L earn More About This Marvelous Organ

Sign and return attached coupon for catalogs and further
information about Marr & Colton Organs. We shall be
glad to give you estimate of cost for installation in your
theatre. Get the facts — this does not obligate you in any
way.

The Marr & Colton Co*

General Offices and Factories, Warsaw, N. Y.

Eastern Sales Office,
Suite 2013,
Paramount Building,
Times Square,

New York, N. Y.

Western Sales Office,

708 Congress Bank Building,
506 S. Wabash Avenue,
Chicago, 111.

I

I The Marr and Colton Co.,

• Warsaw, N. Y.

We are interested in a Marr and Colton Organ. Will you please
send us further particulars and catalogs. We understand this does
not obligate us in any way.

f Address

I

| City

Theatre

I

' Seating Capacity.

October 22, 1927 EXHIBITORS HERALD

: • - •• - ?

1 1-

Mary Pick'ford Norma Talmadge Gloria Swanson ^ jCharles Chaplin Douglas Fairbanks D . W . Griffith

PICTURE SOLD INDIVIDUALLY
ON MERIT-

IwYwdivt'

i i5 in f

tlw WnK$t
fvr 1727-2*
Mdirship/

CRGATEIT fTARS - GREATEfT
ITORI El- GREATEST PRODUC
TION AIIETX IN HI/TORY.''

NORMA TALMADGE

in “Camille”

COLLEEN MOORE

in “Lilac Time”

CONSTANCE TALMADGE

in “Breakfast at Sunrise"

RICHARD BARTHELMESS

in “The Patent Leather Kid”

An Alfred Santell Production

“The Shepherd of the Hills” by

HAROLD BELL WRIGHT

WILL R OGE R S

in “A Texas Steer”

THE GORILLA

An Alfred Santell Production

(I I S I A

A George Fitzmaurice Production

With Billie Dove

N A

The Private Life of HELEN OF TROT

with Maria Corda and Lewis Stone

TH E MIRACLE

Max Reinhardt’s Epoch Making Stage Spectacle

ROSE OF THE GOLDEN WEST

A George Fitzmaurice Production
with Mary Astor, Lewis Stone, and Gilbert Roland of “Camille”

T HE BARKER

A George Fitzmaurice Production
Kenyon Nicholson’s play produced on the stage by George Wagner

MILTON SILLS

A Special Announcement to be made later

\

\

\

W

they knew their theatres
would KEEP theiilcadei-
ship with these

OVERWHELMING-

PRODUCTION/*

CAMILLE

13 Weeks on Broadway! — Extended runs at advance
admission in key cities! —The most famous love classic
of the century.

LILAC TINE

Your previous Colleen Moore profits will be carfare
compared to the gross from this sensational Broadway
success, directed by George Fitzmaurice.

THE PATENT LEATHER KID

New York ran wild at opening of Broadway special
engagement, at $2-20 top.

HAROLD BELL WRIGHT'S
"THE SHEPHERD OF THE HILLS"

You KNOW what this one is bound to do.

THE MIRACLE

Max Reinhardt* s stupendous spectacle. The greatest
buy in years and world’ s-record holder of all theatrical
attractions.

THE PRIVATE LIFE OF HELEN OF TROT

The best-sellmg novel of the decade brought to the screen.

WILL ROGERS IN “A TEXAS STEER"

One of the most famous farces of the American stage.
The perfect role for America's most famous humorist.

THE GORILLA

Greatest Broadway comedy melodrama hit since ‘'The

THE BARKER

Broadway’s Wow of 1927

LOUISIANA

Bigness unknown in any previous historical special.

AND 48 NODE LIKE 'EM

, Nqvqi' before ha/ qouK r0 Never before has an if-

^ choice of Season's wjiw^pi'oducf so far oufdassec

product been So impoitant-ir^ all others as does

F B RST NATIONAL!

SHOWMANS fiROU

October 22, 1927

9

EXHIBITORS HERALD

BOX OFFICE
RECORD

An authoritative compilation of exhibitors' reports from Exhibitors Herald’s department, “ What the

Picture Did for Me,” published semi-annually.

EDITED BY JAY M. SHRECK

Published by the Quigley Publishing Co., 407 So. Dearborn St., Chicago, 111.; Martin J. Quigley, Editor and Publisher, Edwin S. Clifford,

Secretary; George Clifford, Asst. Treasurer.

A

ACROSS THE PACIFIC, W, Monte Blue,
Myrna Loy, Edgar Kennedy, 8. — Poorest Monte
Blue picture I ever ran. Nothing- big but once.
(Lyric theatre, Earlville, 111.) 52%. March 26.

A good picture but they ask too high a price for
it. It’s a program picture. Eight reels. (Gem
theatre, Greenriver, Utah.)

AFRAID TO LOVE, Par, Florence Vidor, Clive
Brook, Norman Trevor, Jocelyn Lee, Arthur Lu-
bin, 7. — 35%. July 18. They liked this one here.
Put up in good style and a good cast, but it
failed to get the regulars in. (Arvada theatre,
Arvada, Col.) This is good entertainment. Not a
big picture but rather a pleasing one. (Grand
theatre, Pierre, S. D.) The best picture this
star has made. It is a plot that is new or
vamped up so that you will never recognize it.
Will please 100 per cent. (K. P. theatre, Pitts-
field, 111.) 70%. May 1. Good society comedy

drama. (S. T. theatre, Parker, S. D.) Very
good big town picture. Meant very little here and
did not draw, but pleased those that came out.
(Reel Joy theatre. King City, Cal.)

AFTER MIDNIGHT, MGM, Norma Shearer, 6.
—40%. September 4-5. A nice picture, but not
Norma’s best. (Opera House, Fennimore, Wis.)
38%. September 1. Fair entertainment of the
night club life. Did not please Norma’s sup-
porters. (Palace theatre, McGehee, Ark.)

AIN’T LOVE FUNNY, FBO., Alberta Vaughan,
Thomas Wells, Syd Crossley, Johnny Gough,
Charles Hill Mailes, 5. — 65% August 8-9. Here
is a tip top picture, one that will make any old
timer like it. There are plenty of real laughs
in it. Will please as many people as any picture
could. (Rex theatre, Madisonville, Tex.) 80%.
May 13. This picture went over with a bang.
The patrons all left the theatre laughing and
talking about it. (Electric theatre, Caldwell,
Kan.)

ALASKAN ADVENTURES, Pathe-PDC, Capt.
Jack Robertson, Art Young, “Wrongstart,” a
mongrel pup, 6. — 66%. April 13-14. A fine edu-
cational and geographical film. Not a play, but
an interesting trip of Art Young and others who
travel this Alaska subsisting on the game they
kill with only bows and arrows. This shows
mountain scenes ; mountain goaits and sheep :
caribou ; elk ; the giant kodi-ak bear ; rafting down
rivers ; great breakup of the Yukon ; land of
the midnight sun ; Siberia ; valley of 10,000
smokes ; volcanic eruptions ; every foot intense
interest. Many said it was worth a dollar to
see it. Best educational I have run. Got local
sportsmen interested and got a full column write-
up on first page of local paper. Did good mid-
week business at 25-10. (Rex theatre, Salmon,
Idaho.) 50%. June 21. This is truly a fine
picture. There is a clever element of comedy
provided by the little dog who accompanies the
adventurers. Well advertised, this ought to make
good money and the audience will surely be
pleased. (Glendale theatre, Glenwood, Ark.) 40%.
July 17. This picture is a masterpiece of photog-
raphy. Interesting throughout and gives one a
glimpse of a little known part of our country.
Had no drawing power here. Pleased only a
small percentage. (American Legion, Lena, Wis.)
As a money getter, this is complete failure. At-
tempted to boost its drawing power with ex-
pensive short feature, but failed. (American,
Ada, Okla.) August 6-7. This one is different
from the ordinary pictures. Has wonderful
scenery but has rather poor box office power.
(Legion, Elmwood, Wis.) One of the most in-
structive as well as entertaining pictures ever
produced. Created more comment than any pic-
ture I ever played, and pleased 100 per cent.
Get it and bill it like a circus. If you can’t

Key to

Abbreviations

Arrow

(A)

Associated Exhibitors

,..(AE>

Chadwick

. . . ( Ch )

Columbia

...(Col)

FBO

.(FBO)

First National

. . . ( FN )

Fox

Gotham

....(G)

Independent

Metro-Goldwyn-Mayer

. ( MGM )

Paramount

...(Par)

Pathe

(P)

Preferred

....(Pf)

Principal

....(Pr)

Producers Distributing Corp.

. (PDC)

Rayart

State Rights

...(SR)

Sterling

....(St)

Sunset

(Sunset)

Tiffany

....(T)

Truart

United Artists

...(UA)

Universal

....(U)

Vitagraph

...(Vit)

Warner Bros

....(W)

The dates are those on which

pictures

were played, while the percentages

represent the gross business

as com -

! pared with the record gross

of the

house. Numerals shoiv length in
reels.

make money with it, better close up shop. (Mis-
sion, Santa Paul, Cal.) 25%. June 12. A won-
derful travel picture and worth anyone’s time
to see it. But our crowd won’t come for educa-
tional pictures so we lost money. (Rose. Sumas,
Wash.) Here’s an exceptional picture and it’s
different. Bill it as one of the greatest educa-
tional and nature pictures ever produced, it will
hold your audience every minute and it will
please. Don’t pass it up if you advertise. (Lyn-
wood, Lynwood, Cal.)

ALL ABOARD, FN, Johnny Hines, Edna Mur-
phy, Henry Barrows, Dot Farley, Frank Hagney,
Babe London, 7. — May 27-28. Johnny as a guide
on a world tour is funny indeed. This proved a
good week-end drawing card and we heartily
recommend it to anyone looking for a good
comedy-drama. (Eminence, Eminence, Ky.) 25%.
June 22-23. A good comedy play ruined by a rainy
print. Johnny Hines not liked in this town. First
National sure has some lemons for stars. (Prin-
cess, Chilton, Wis.) July 25-26. I call this Hines’
best comedy with First National or anyone else.
Drew exceptional business. Outdrew “Lost at the
Front,” which cost twice as much. (Mission, Men-
ard, Tex.) July 23. An average Hines comedy.
Probably not as good as many of his former ones.
For those that like comedy it will go over fairly
well. (American, Wautoma, Wis.) July 29-30.
Pretty good, but not as good as former Hines
picture. (Bijou, Huron, S. D.)

ALMOST A LADY, Pathe-PDC, Marie Prevost,
7. — 15%. May 3. A good program picture. (Silver
Family, Greenville, Mich.) 65%. July 20-21. Oh
boy, you’ll fool ’em on this. Not much to the
paper, but the picture is a dandy. Sure will please
’em. (Rex, Madisonville, Tex.) 40%. July 13.

Just a fair program picture. Nothing to rave
over. No comments either way. (Paramount,
Wyoming, 111.) A dandy lot of comedy and was
well put over. Suited 75 per cent of my people.
Play it. (Amuse, Hart, Mich.) 60%. A story that
was all Marie and seemed made for her specially.
Had a lot of excellent comedy and went well with
the crowd that came. (Temple, Bellaire, O.)

AN AFFAIR OF THE FOLLIES, FN, Billie
Dove, Lewis Stone, Lloyd Hughes, Arthur Stone,
Arthur Hoyt, 7. — May 2-3. A splendid picture.
(Liberty, Chapman, Kan.) 60%. June 14-15. Very
good attraction that drew well in the fall of bad
weather. Well staged and made. Not a box office
k. o. in small towns, however. (Postville, Post-
ville, la.) This picture may be all right for the
city but no good for small towns. Too many kiss-
ing scenes too long drawn out. Business poor.
(Strand, Griswold, la.) 90%. Here’s another First
National clicker. They certainly are giving us
pictures, while others are slinging promises.
(Lyric, Abilene, Kan.) This is very good. (Oxford,
Oxford, O.) August 7-8. A very good program
picture. Good story and cast. (Trags, Neillsville,
Wis.) 40%. September 1. A very fair picture.
(9ilver Family, Greenville, Mich.) 30%. August
31-September 1. A good program picture, drew
fair business. (Princess, Chilton, Wis.) July 29.
A fine entertainment, but title punk 1 Played one
day but would be good for two easily. (Palace,
San Marcos, Tex.)

ANKLES PREFERRED, F. Madge Bellamy,
Lawrence Gray, Alan Forest, J. Farrell McDonald,
Marjorie Beebe, 5.1 — 90%. April 24. Another good
picture with Madge Bellamy which clicked 100
per cent. Her pictures are liked by both sexes.
Big business. (Princess, Clinton, Wis.) Here is a
wow. Fox has a real 6tar in Miss Bellamy and
I hope he continues to keep her in this type of
stuff. We received more good comments on this
picture than on the highly touted Paramount spe-
cial. "It.” (Capitol. Delphos, O.) The third Fri-
day and Saturday in sixteen Fridays and Satur-
days it didn’t rain, snow or bluster. Not a Satur-
day night picture for this burg, but "Ankles Pre-
ferred” has the ankles to please the men, the swell
dresses to please the ladies and a strain of comedy
that pleased them all. Consequently, we did a
satisfactory business. Fox didn’t hold us up and
we saved the blue mark from our bank account.
It’s not big, some will pan it. but it will please
80 per cent and get the kale. (Cozy, Villisca, la.)
A good picture. Better than title indicates. (Bijou,
Greenville, S. C.) Snappy entertaining little pic-
ture. Madge Bellamy carried her role splendidly.
Plenty of comedy. Good picture. (Princess, Sayre,
Okla.) A very entertaining little picture. Paper
good and title has drawing power. (Grand and
Gem, Cooper, Tex.) 95%. March 7-8. Wow!
Here’s a knockout. Grab it. Step on the gas and
forget the slump, it’s a money getter and they’re
still raving about it. (Lyric, Abilene. Kan.)
March 31 and April 1. A pretty good picture,
full of pep and life. A few stayed to see it twice.
One old lady remarked it was the most awful
thing she had ever seen, but I noticed she stayed
to see it all. (H. & S., Candler, Okla.) 75%.
September 3. A good program picture, well liked.
A hot spot now and then, although my patrons
like them spicy. (Bonny, Mansfield, Mo.) 75%.
August 11. A very good comedy. Book it. The
title helps and it will please them after they are
inside. (Colonial, Astoria, 111.) 100%. March 20-
21. I ran this picture with Ford and Glenn, the
radio entertainers, and showed to two full houses,
the two full houses being due to the popularity of
Ford and Glenn. The picture was extra good, the
best from Fox this year. Madge Bellamy is sure
coming fast. She'll soon be one of the most popu-

10

BOX OFFICE RECORD SECTION OF October 22, 1927

lar actresses on the screen. Six reels. (Walnut,
Lawrenceburg, Ind.)

ARIZONA BOUND, Par., Gary Cooper, Betty
Jewel, El Brendel, Jack Daugherty, Charles Crock-
ett, Guy Oliver, 5. — 70%. May 2. Just an ordi-
nary Western of the Hoxie type. Not in the same
class with Metro-Goldwyn Westerns or First Na-
tional Ken Maynards. A shame to put Gary Coop-
er in mediocre pictures of this kind, because he
certainly can act. (Majestic and Airdome, Las
Vegas, Nev.) 62%. May 6-7. This new star of
Paramount’s looked good and his horse, Flash, is
as handsome as Silver King. However, the story
was the usual thing in out-of-door stuff. They
even had the horse-drawn stage coach. (S. T.
Parker, S. D.) Now you have a real Western star.
Paramount. This boy is there and over and my
house awaits his next one. (Reel Joy, King City,
Cal.) May 26-27-28. Good for the junk wagon.
One of the worst Western pictures we have had
for a long time. Business was rotten. (Benn,
Philadelphia, Pa.) June 20. One of the best West-
erns we have run yet and we’ve tried them all.
Gary can show some of the oldtimers how to ride
a horse, and the print was as clear as day. El
Brendel’s comedy touches are some of the best ever.
(Victory, Milledgeville, 111.) 75%. A very good

Western well directed by John Waters. El Brendel
supplies the comedy, and Flash, the horse, is an
equal of Tony. This Western is well made and the
photography is fine. Paper is also good. (Rialto,
Knoxville, Tenn.) 35%. July 22-23. A fairly good
Western. Cooper unknown to my patrons. He
seems too slow and dead on his feet to be a good
Western star. Must be a Southerner from his
actions. (Empress, Akron. Ia.) 35%. July 24-25.
Very, very ordinary. Better take lessons from
Albert Rogell if you want to turn out real West-
erns. Patrons panned it quite severely. (Postville,
Postville, Ia.) This is the usual Western and
worth what you are paying for Art Acord or Buck
Jones. (Grand, Pierre, S. D.) August 13. This
youngster has certainly made a good start and if
he keeps it up he will be a dandy. This is full
of action and comedy and pleased our Saturday
crowd almost 100 per cent. (Royal, Newark, Ark.)

ARIZONA NIGHTS, FBO, Fred Thomson, Sil-
ver King, 7.-100%. August 12-13. Another good
one from Fred and Silver. My last I guess for
some time, until he gets back in Westerns. He
has made a mistake and I hope he realizes it
before it is too late. This pair always did draw
for me and whatever he gained by his change is
a loss to the exhibitor who ran his Westerns.
I consider this one of his best. (Princess, Lincoln,
Kan.) Very weak offering ; about the worst that
we have had Thomson in. Will not please the
Thomson fans. (Dixie, Russellville. Ky.) August
18. As usual another good one from Fred that
pleased. A little different from the usual run
from this star with a little better story. (Sterling.
Fairmont, Neb.)

AUCTIONEER, THE, F, George Sidney, Marion
Nixon, Gareth Hughes, Doris Lloyd, Ward Crane,
Sammy Cohen, 6.-22%. Rotten. Worst business
this year and the best night of the week (Sunday).
Why, oh, why, didn’t I pay for this and shelve it?
No more of this so-called Jewish comedy for me.
(Walnut, Lawrenceburg, Ind.) This picture is a
medium program picture and is very well liked.
(Palace, Meridian, Tex.) Very good picture for
the whole family. Seems to please the majority.
(Majestic, Homer, Mich.) 64%. March 27-28.
Sidney always pleases where Jew pictures are
desired, and this is no exception. (Scenic, Rolfe,
Ia.) George Sidney gives another of his artistic
portrayals in the old Belasco play. Audience did
not respond as well as to some of his other pic-
tures. However, the picture should register with
most picturegoers. (Scope, Wenona, III.) 40%.
April 3-4. A good picture, but they didn’t come
in on it. “Millionaires” with Sidney was a flop
and so was this, and still patrons say George
Sidney is great, and he was excellent in this one.
(Arvada, Arvada, Col.)

B

BABE COMES HOME, FN, Babe Ruth, Anna Q.
Nilsson, 6» — 75%. We played the world’s premiere
on this pictuie. If you have baseball fans don’t
pass this up. A good comedy. (Liberty, Tremon-
ton, Utah.) 40%. June 26-27. One of the best
comedy features we ever played. Star good and
the cast extra good. Some very funny comedy.
Gave satisfaction here. (Silver Family, Greenville,
Mich.) 44%. If your fans like baseball it will
please. It is good. (American, Perryton, Tex.)

BANDIT’S BABY, The, FBO. Fred Thomson,
Silver King, 7. — July 23. My first Thomson and
didn’t see anything to him. Average star with a
million dollar horse. The horse is better than he
is. (Crescent, Woodville, Tex.) 78%. May 20-21.
Fred, you and Silver King are my chief drawing

card. I can hear those kids yelling "Watch old
Silver,” during the show. And after the show
the grown ups tell me "That was a good one.”
(Crim’s, Kilgore, Tex.) 35%. April 30. One of
the best Thomsons ever made. As most every
house has already used this, any comment is
unnecessary. Hope Paramount gives Fred the
kind the public wants. (Community, Ridgeway,
Ia.) As good as any Fred Thomson. They are
all good. No Western star equals Fred with Silver
King at my box office. I’ll say get the whole
works from FBO. (Rex, Madisonville, Tex.)

BARBED WIRE, Par, Pola Negri, Clive Brook,
Claude Gillingwatcr, Clyde Cook, 7. — August 28.
Good picture of its kind. French and German
war story. (Arvada, Arvada, Col.) August 21-22.
This picture went over in fine shape and was
well liked. Received quite a few compliments on
it. (H. & S., Chandler, Okla.)

BERTHA, THE SEWING MACHINE GIRL, F,
Madge Bellamy, 7. — 10%. August 10. Good pic-
ture. Madge does not mean much to us. As to
show fast reel, pepped up some. (Texan, Roaring
Springs, Tex.) Here is the old time thriller, jazzed
up a bit for the movies. Good entertainment
and Madge Bellamy is there like a duck. (Crystal,
Tombstone, Ariz.) A good legshow that will
please the toughs. Miss Bellamy sure has what
it takes to make a good show. Just the kind for
the churchgoers. Try it and see. (Palace, Mer-
idian, Tex.) July 13-14. Here is a wild hokum
melodramatic bit of a picture from Fox that went
over in great shape in this town. Pretty girls,
plenty of comedy, lots of action. Seemed to hit
strong. Bellamy is gaining as a draw here.
(Mission, Menard, Tex.) Now isn’t that a L of
a title to tack on a darn good picture? Let’s
hope that within the next 20 years producers
will learn old time stage plays don’t mean any-
thing at the box office. Give ’em better titles.
(Lyric, Abilene, Kan.) March 19. Several report
this as good, but I can’t give the same report.
It did not please. (Princess, Danforth, Me.)
While it is not as good as “Ankles Preferred,” it
still is an excellent little program picture.
(Capitol, Delphos, O.) 100%. August 28. Didn’t

expect to do much with this one but was sur-
prised as I had one of the best Sundays this
year. An entertaining melodrama, not a big
picture but pleasing. (Princess, Chilton, Wis.)
74%. Personally I liked this better than “Sum-
mer Bachelors.” It didn’t draw so well, due to
bad weather. Under good weather conditions, I
believe it would have hit the 100 per cent mark.
(Walnut, Lawrenburg, Ind.) 38%. A good melo
in which the said sewing machine has but a
small part. Madge is some style model. Played
January 19. (Palace, McGehee, Ark.) 32%.
January 24-25. Fair to good. Bad time of the
year prevented us making any money. (Rich,
Montpelier, Idaho.)

BETTER ’OLE, THE, W, Syd Chaplin, 9.— Say.
if you want a real knockout, a picture they will
roar at, a picture that leaves malice to none, one
of the cleanest comedies without that cheap vul-
garity and without any kissing, — get this one.
I honestly think it is the greatest comedy that
has ever been made. (Legion, Marshalltown, Ia.)
May 8-9-10. I played this one three days shortly
after “Behind the Front” and of course had to
charge a higher admission and people said it
was no better, but as good. It is a dandy comedy
and worth stepping on, but don’t pay the price
they ask or you’ll be sorry. (Gem, Socorro, N. M.)
This is an extra good comedy, better than
“Charley’s Aunt.” (A. M. Leitch, Laurel. Neb. —
A very good picture. Everyone enjoyed it,
but I paid too much for it for the size of
my town. (Rex, Park Falls, Wis.) 80%. June

6- 7-8-9. A good comedy, but some of my patrons
did not like it. Not worth the price I paid. The
20 and 40 cent: admission kept many at home.
(Princess, Chilton, Wis.) Good picture but did
not draw as it should have. Paid just about
three times what it was worth to us. (Ideal.
Bloomer, Wis.) If your patrons like slapstick
comedy get this as it is very funny. (Colonial.
Astoria, 111.)

BIG PARADE, THE, MGM, John Gilbert, Renee
Adoree, Karl Dane, Tom O’Brien, 12. — September

7- 8-9-10. One wonderful show, the kind that only
comes once in a decade. The admission price
stopped many here from seeing it and it did
not draw as big a crowd as “The Covered
Wagon” did. Had good music which is really
necessary with this show. Also worked up the
big battle scenes back of the curtain during
screening of reel nine. Get the exploitation sheet
which shows how to put over the battle scenes
during screening. (American, Wautoma, Wis.)
August 29-30-31. Here is a hard one to report on.
Unquestionably one of the screen’s immortals, did
an excellent business, yet the basis on which it
was sold was too great a handicap for this small
town to overcome. Had all we could reasonably
hope for to see it. Unanimous praise for the

picture. Paid too much, is the only answer. Also
feel that the picture was held off too long.
(Mission, Menard. Tex.) A very wonderful pic-
ture. Big in every respect. Consider it the
greatest story of the war that has ever been
filmed. Hope we get more like this one. They
are a pleasure to show and certainly help busi-
ness. (Pollard, Guthrie, Okla.)

BITTER APPLES, W, Monte Blue, Myrna Loy,
6. — 75%. May 24-25. Flopped. Fathers sin and
sons suffer. That’s “Bitter Apples.” Good acting
by Monte Blue, but patrons did not like Miss
Loy at all. (Arvada, Arvada, Col.) 50%. June
19. A dandy little picture with lots of action,
and that’s what our crowd likes. (Rose, Sumas,
Wash.) July 26. Just a program picture with
no drawing power. It pleased about 50 per cent.
(Sterling, Fairmont, Neb.) 30%. July 16. This
is fair. Directing is poor in spots. (Gem, Green-
river, Utah.)

BLACK DIAMOND EXPRESS, THE, W, Monte
Blue, Edna Murphy, Myrtle Stedman, Claire
McDowell, Carroll Nye, William Demarest, J. W.
Johnson, 6. — 55%. July 11-12. A high-clase rail-
road picture with Monte Blue and Edna Murphy
excellent. Hot weather hurt business. (Arvada,
Arvada. Col.) A good picture. Drew our biggest
mid-summer crowd. (Bijou, Greenville, S. C. )

BLACK PARADISE, F, Madge Bellamy, Leslie
Fenton, Edmund Lowe, 5. — 15%. May 10. A

good program picture. (Silver Family, Greenville,
Mich.) Acting good, scenery fine, story fair, and
people seemed well pleased. The little comedy in
it was fine. (Gem, Higbee, Mo.)

BLIND ALLEYS, Par, Thomas Meighan,
Evelyn Brent, Greta Nissen, Hugh Miller, Tom
Chalmers, 6. — 25%. Very poor. Tom, you are
slipping fast. You used to be very popular, but
no more. Maybe if you had the proper story
you could stage a comeback, but with the present
type of stuff there is no chance. (Manzanita,
Carmel, Cal.) 50%. March 20. Not much of a
picture. One-man picture. He is slipping. No
action. Just a dead story. Meighan works like
a marionette ; his last three pictures flopped here.
(Washington, Quincy, 111.) 55%. April 10. A

slow draggy affair. No pep and not entertaining.
Wish something could be done to get this fellow
back where he used to be. (American, Wautoma,
Wis.) 70%. March 27-28. Drew and pleased, but
not as good as “Tin Gods.” Suitable for Sunday.
(Arvada, Arvada, Col.)

BONANZA BUCKAROO, THE, Pathe-PDC,
Buffalo Bill, Jr., 5.-90%. Our first of a group
of 24 Westerns we bought from A. E. This was
one of the best Westerns we have played in a
long time. Star has corking screen personality
and the director gave him good direction. To our
humble opinion he’s a comer. Business good.
Played November 28-29. (Rae. Ann Arbor, Mich.)
A good comedy Western. Few better ones made.
(Lyric, Easley. S. C.) May 6. Not so good, and
did very small business on this. Slow and no
spirit in this. No good for a Western. (Palace,
Naples, Tex.) Played this feature on Saturday.
It is a scream and will please where good Western
comedies are liked. Business good. (Rialto, Pekin.
111.)

BORDER WHIRLWIND, THE, FBO, Bob Cus-
ter, Sally Long, Josef Swickard, 5. — If this man
Custer is given good big stories, look out ! He is
now making small program pictures and, believe
me, they are good. Patrons liked this one fine.
Played January 29. (Arvada. Arvada, Col.) 89%.
February 5. A real good Western, the best from
Bob Custer in a long time. It is good for kids
and grownups. (Richards, Fayette, Ala.) Custer
has been a good drawing card. This is pretty
darn good. (Palace, Naples, Tex.) 85%. June 18.
Ran this good Western as part of a double fea-
ture Saturday bill to big business. (Strand, Paoli,
Ind.) 20%. Just an ordinary Western program
picture. (Paramount, Wyoming, 111.) September
3. A good little Western for Saturday night.
(Trags. Neillsville, Wis.) 30%. August 6. A good
Western picture and went over fine to a 6mall
Saturday night crowd. Made just a little above
expenses. (Cozy, Lamont, Okla.)

BRONCO BUSTER, THE, U, Fred Humes, 5 —
32%. June 10. A good Western program picture
all seemed to enjoy, but the fans don’t take to
this star here. (Grand, Rainier, Ore.) April 15.
Played this with “Fashions for Women” in a big
snowstorm. This is a good little Western. (Ar-
vada, Arvada, Col.) July 22. A very good West-
ern. Hume is becoming to be a fan among my
Western fans. (Fairyland, White Castle, La.)
50%. July 9. A good Western. Entertaining pic-
ture. (Silver Family, Greenville, Mich.)

BRONCO TWISTER, THE, F, Tom Mix, Helene
Costello, Paul Nicholson, Doris Lloyd, Malcolm
Waite, 5. — 90%. July 2. Tom Mix, you can’t be
beat. Drew lots better than “Slide, Kelly. Slide.”

October 22, 1927

EXHIBITORS HERALD

11

Your pictures are my life savers. (Alamo, Plain-
field, 111.) 60%. July 2. This is a good Tom Mix
picture. They are all good. (Silver Family, Green-
ville, Mich.) About the usual Mix standard.
(Majestic, Homer, Mich.) It is hard to beat Tom
for action and fun. This one as good as usual.
(Royal, Frankfort, Kan.) Ordinary Western pic-
ture with the usual roping and tricks that are in
all the Mix pictures. Very well liked by the
Saturday night crowd. (Palace, Meridan, Tex.)
July 25-26. This picture is a typical Mix picture
but didn’t please or draw as good as “Outlaws of
Red River.” (Arvada, Arvada, Col.) All the
above were good Mix type features. We are not
getting the attendance on Mix that some of the
Western stars get. (Rex, Bessemer, Mich.) 52%.
April 1-2. This is the best Tom Mix we’ve played
this year. Many favorable comments. Picture
drew big first night and only fair second. Plenty
of action and comedy. (Walnut, Lawrenceburg,
Ind.) 75%. September 9-10. They advertise this
as an Orville Dull production, but my people
didn’t find it so dull as all that. In fact, they
were very enthusiastic about it. It has lots of
stunts, action and comedy. (Pastime, Mason,
Mich.)

BRUTE, THE, W, Monte Blue, Leila Hyams,
Clyde Cook, Carroll Nye, Paul Nicholson, 7.— One
of the few Warners of late that comes up to
standard. Good melodrama for the masses. Drew
fair and pleased in a general way. (Strand, Rob-
inson, 111.) A good Western. Biggest Sunday re-
ceipts ever taken in at 25 cent policy. (Avalon,
Bellingham, Wash.) 50%. One of the best things
we have had from Warners. No business but not
picture’s fault. Stirring drama of the oil fields
and done in a manner that holds interest to the
end. Those we had liked it immensely. (Temple,
Bellaire, O.) 65%. May 7. Good program picture.
Pleased 90 per cent. (Gem, Edmond, Okla.)

BUGLE CALL, THE, MGM, Jackie Coogan, 7.
— 80%. August 14-15. A very good picture and
pleased 100 per cent. (Opera House, Fennimore,
Wis.) August 19-20. A pretty good little story
for the family. The kids all like it, and the
women also, that do not mind a few dead
Indians. (Cresco, Cresco, la.)

c

CABARET, Par, Gilda Gray, Tom Moore,
Chester Conklin, Mona Palma, Jack Eagan,
Charles Byer, 7. — April 12-13. Very good picture
and well liked. Gilda Gray lacks a lot of being
an actress. After seeing Gilda, I can not see
why she would ever be cast as a lead. Must be
hard up for talent. (H. & S., Chandler, Okla.)
April 11. Played this picture up strong, had most
attractive trailer, heralds and paper, and thought
it should bring them in, but I was never more
wrong in my life. I figured that this title and the
character of the story should exert a more
powerful appeal than “Aloma of South Seas,” but
Brother, I was wrong. Frankly, this is a fine
piece of melodrama entertainment with eye ap-
pealing cabaret sets and unique and novel lighting
effects, good cast and two fine dances by Gilda.
The chief complaint that I heard was that Gilda
Gray is too ugly to be featured on the screen.
I can recommend this as good, tense, exciting
entertainment, but of doubtful box office value, if
most towns are like mine. (Regent, Indianola,
Miss.) Patrons compared this with “Aloma of
the South Seas” and liked the latter the best.
(Cresco, Cresco, la.) April 7. Did not mean a
thing here. Not a good small town picture, but
ought to do well in a large city. (Reel Joy, King
City, Cal.) 60%. April 23. She can dance all
right. Pleased the young folks, but many did
not care at all for it. Heard many say she was
too old. Will not please over 50 per cent in a
small town. (American, Wautoma, Wis.) 55%.
May 4. We would call this average. Did not
draw despite extra exploitation and comment of
patrons was only lukewarm. (Majestic & Airdome,
Lae Vegas, Nev.)

CACTUS TRAILS, FBO, Bob Custer, 5.— May
14. A nice little Western for Saturday night.
(Trags, Neillfiville, Wis.) Bob makes the bad man
feel badder, and Ma Crater lends a helping hand.
This Western is small but it’s good. We put it on
with a society feature and drew a mixed trade.
(Arvada, Arvada, Col.) Good Western with plenty
of action and just enough comedy to make a good
show. (Pleasure, Sanborn, Minn.) 84%. Septem-
ber 3. Ran this as part of double feature program.
They drew big Saturday crowd. (Strand, Paoli,
Ind.) 13%. July 16. A very good Western, but
failed at the box office. Took in about enough
to pay film rental. (Cozy, Lamont, Okla.)

CALIFORNIA, MGM, Tim McCoy, Dorothy
Sebastian, Marc MacDermott, Frank Currier, Fred
Warren, Lillianne Leighton, Edwin Terry, 6. —
June 10. Not a Western but a darn good picture.
(Palace, Mt. Pleasant, Tex.) 30%. September 2-3.

A good historical Western. (Opera House, Fenni-
more, Wis.) 78%. September 3. A good drama of
the early days of the West that is true to history.
Plenty of action and made a very good Saturday
night program. (Princess, Lexington, Tenn.) 41%.
August 7. Would class this as an historic West-
ern. The picture is done on a big scale and as it
has plenty of action, comedy and suspense should
please the average patron. A good small town
offering. (Grand, Rainier, Ore.)

CALIFORNIA OR BUST, FBO, George O’Hara
Helen Foster, John Steppling, Johnny Fox, Irving
Bacon, 5. — 64%. July 16. This star popular here
because of having played in the “Telephone Girl”
comedy series, so drew quite well. Picture is a
fair copy of, but not up to the standard of, the
Wally Reid type of auto racing dramas. (Crystal,
Silver Creek, Neb.) July 23. This is George’s
best picture and pleased all who saw the picture.
(Hines, Loyalton, S. D.) They stopped on way out
to say, “Get more like this.” It sure was good.
(Emmert, Alcester, S. D.)

CALLAHANS AND MURPHYS, THE, MGM,
Marie Dressier, Polly Moran, Sally O’Neil, Law-
rence Gray, Gertrude Olmstead, Eddie Gribbon,
Frank Currier, 6. — 90%. June 26-27. Hurrah for
the Irish 1 If this is true to life, they give them-
selves away in this one. Lots of fightin’, drinkin’,
’n everything in this one. But it’s merry and gay
at that. Good business. (Arvada, Arvada, Col.)
July 20-21. An excellent Irish comedy. Two sub-
titles on creed or religion that should be re-
moved in some communities. Many favorable
comments. A good show anywhere to an open
minded audience. (Cresco, Cresco, la.) Estab-
lished a new record for Monday on this picture,
and it deserved a crowd, too, for it was a great
comedy. Just the thing for a small town. (Amuzu,
Gate City, Va. ) A most decidedly rough-neck
comedy. The Irish love and fight and get drunk
and make up. If your patrons like this kind,
all right. Mine don’t. They laughed, then roasted
me after the show. There are one or two de-
cidedly off-color gags in this that might have
been eliminated. (Community House, Benton City,
Mo.) A knock down, drag ’em out comedy that
pleased all who are not too churehified. The
beer drinking contest was surely funny, but not
too good for children to see. (Diamond, Lake
Odessa. Mich.) 80%. August 26-27. Perhaps a
little too much near-beer, but the crowd will laugh
and tell you they enjoyed the show. Nothing in
picture to be afraid of. (Movies, Brocket, N. D.)
20%. As my name implies, we are 100 per cent
Irish, though if we thought any class of that race
ever acted in the manner described by Sally Moran
and Marie Dresser we would certainly defy our
nationality. If you are Irish and have one spark
of Irish pride, do not run this picture. Better
still, do not advise your acquaintances to even
pay to see it. It’s the lowest order of filth. I
imagine it would go big in certain parts of
Alabama and with the president of Mexico, and
the producer should be restricted in its direction
to the above territories. (Palace. McGehee, Ark.)
50%. A good comedy spoiled by being vulgar in
spots to which many patrons objected. Had more
adverse criticism on this than any picture I have
shown for years. (Uno, Mancos, Col.) August
18-19. Some picture that will send them out talk-
ing and they tell their friends to go see it.
(H. & S., Chandler, Okla.) A little too raw for
those who want clean pictures and our patrons are
the kind that are looking for clean entertain-
ment. (Strand, Valparaiso, Neb.) Too much for
an American to tolerate when such subtitles as,
"It must be a black Protestant,” appear in large
type and a couple of Irish women are making
a toast to our public schools with a stein of
beer. It is absolutely padded with rot and vulgar
remarks and children shouldn’t see it at all.
Remember, brother exhibitor, that we cater to all
denominations and can’t afford to insult cur
patrons. Several walked out on this one. (Com-
munity House, Arlington, N. Y.)

CAPTAIN SALVATION, MGM, Pauline Starke,
Lars Hanson, Marcelinc Day, Ernest Torrence,
George Fawcett, Sam DeGrasse, Flora Finch, 7. —
60%. June 5. This is a good show of its type,
but too rough for my patrons. (Unique, Anita,
la.) Glad we don’t have many like this one.
Tragedy and no action or comedy to help save
it. Poor picture. (Princess, Crandon, Wis.) 60%.
August 14-15. A thrilling drama of 1840, with
a New England seaport and a convict ship for
the settings. Lars Hanson, Pauline Starke and
Ernest Torrence ns the villainous captain make
this a picture you will remember. Not for chil-
dren. (Community, Minneota, Minn.) 38%. June
11. Neither drew nor pleased. Too gruesome. A
melodrama of the sea. Bad tone. Not for Sun-
day or special. (Arvada, Arvada, Col.) 30%. July
4. Too rough and gruesome for the women and
- many did not care for it. It did not draw or
please. Where they like sea pictures it no doubt
will go over. (American, Wantoma, Wis.) This is

very good of its type. Plenty rough, i Palace,
Mt. Pleasant, Tex.)

CASY AT THE BAT, Par, Wallace Beery,
Zasu Pitts, Ford Sterling, Spec O’Donnell, 6,i —
84%. July 7-8. This is good but can’t compare to
“We’re in the Navy Now.” First night good but
poor second night. (Gem, Greenriver, Utah.) 65%.
July 1-2. Sure, this one was good, so was the
price, but I raised the price and had a house
above the average. (Cozy, Duchesne, Utah.) 80%.
June 10-11. Business not very good. Picture very
ordinary and more disgusting beer guzzling and
filth than I have 6een in a long time. Give us
clean pictures. (Postville, Postville, la.) Good
picture for any town. Better than average Sun-
day-Monday business. (Liberty, Condon, Ore.)
Good picture but nothing to compare with “Be-
hind the Front” or “We’re in the Navy Now.”
(Royal, Newark, Ark.) Possibly I was expecting
too much and promised our patrons too much.
Anyway it did a nose dive. My honest belief
is that it is just half the picture compared with
the previous two. As one patron said, it looked
as though the director had plenty of chances for
comedy but failed to take advantage. Don’t mis-
understand, it is not a bad picture, but could
have been a lot better. (K. P., Pittsfield, 111.)
70%. April 9. A great drawing card and if
properly exploited is a money maker, but it is
not one-half as good as his two former war
comedies. Hatton was greatly missed. (American,
Wautoma, Wis.) March 27-28. Good picture but
not near so good as some of his former pictures.
Will get over all right if not over advertised.
(H. & S., Chandler, Okla.) Was about half as
good as "Behind the Front” and “Navy Now.” My
folks were disappointed in it. (Moon. Neligh,
Neb.) Very good comedy drama. (Oxford, Oxford,
O.) Not as good as either of his former pic-
tures. In fact, I did not hear one good hearty
laugh throughout the entire feature. (Capitol,
Delphos, O.) 80%. August 27. A baseball comedy
that will please the men folks and some of the
women. While a part of it showing the beer
scenes of the nineties could easily be true, yet
the screen would be better off without it. To
those who did not dislike the drinking, it was
as good as “Behind the Front.” (Crystal, Silver
Creek, Neb.) August 3. Not so good as former
comedies from this star, and did not do so well
at the box office. Neither is it the big special
they tout it up to be. (Grand, Rainier, Ore.)
We played this picture under date of August
19-20. Did big advertising. Contract calls for
rental of $100 for two days and 50 per cent
all over $250. Our patrons liked it so well, we
honestly took in $121.65 for two days. If you
have bought this picture, I’d suggest that you pay
for it and leave it in the exchange. (Alcazar,
Dothan, Ala.) Drunken beer saloon scene spoiled
a good picture. Beery slipped back several notches.
(Wade H. Kerr, Spiceland. Ind.)

CHILDREN OF DIVORCE, Par, Clara Bow,
Esther Ralston, Gary Cooper, Norman Trevor,
Einar Hanson, Hedda Hopper, Julia Swayne
Gordon, 7. — 55%. This is a disappointment to the
Clara Bow fane who raved over her work in
"It.” Most of it is sad and depressing. Clara
Bow has a part that does not let her bubble
over. Esther Ralston had the good part and sort
of walked through it. Gary Cooper was very
good. (Temple, Bellaire, O.) 38%. June 10. Not
a good picture to advertise as a special. Will
please some. (City, Vermillion, S. D.) 85%.

August 12-13. A wonderful production but not
as good as “It.” (Bonny, Mansfield, Mo.) A won-
derful picture. Will please everyone. Goes straight
to the heart. Everyone should see it. Will stand
advance in admission. (Alcazar, Dothan, Ala.)
67%. May 5. A very good picture for a large
town. Teaches a good moral. Clara Bow and
Esther Ralston are very good. Did not think
much of Gary Cooper and Einar Hanson, although
this is their first appearance here. (Gem. Green-
river, Utah) August 7-8. The general comment
was, "A good enough picture, but I didn't like
it.” They do not want Clara in death scenes.
(Cresco, Cresco, la.)

CIRCUS AGE, THE, F, Tom Mix, Natalie
Joyce, Jack Baston, Duke Lee, 5. — 92%. The real
Tom Mix in a right good show. Pleased well on
a hot night. (City, Vermillion, S. D.) Tom has
made better pictures than this, but it drew a good
crowd and pleased. (Royal. Newark, Ark.) A
welcome change from his other pictures, but not
as thrilling as some cf his others. (Avalon, Bell-
ingham, Wash.) Gets the people and pleases most
of them, but not as good as the last two he
made. (Bonham, Fairbury, Neb.) August 27.
Good, and Mix has a real leading lady for once.
She fitted the part 100 per cent. (Arvada, Ar-
vada, Col.)

CLIMBERS, THE, W, Irene Rich, Clyde Cook,
Forrest Stanley, Anders Randolph, Dot Farley,
Nigel Barrie, Max Barwin, 6. — 46%. June 4. A
good picture. A lot of action in the last part.
The title is misleading. If you get the people in

12

BOX OFFICE RECORD SECTION OF October 22, 1927

they will like it. Seven reels. (Gem. Greenriver,
Utah.) 10%. Warners should refund every ex-
hibitor his money on this. It is not only a poor
story, but a fraud. Passed off on you as a Clyde
Fitch society drama of American life and it is a
Spanish costume drama. (Temple. Bellaire, O.)
70%. July 16. One day to good business. Irene
Rich does some wonderful acting. Forrest Stanley
very good. A Spanish picture of love and hate.
(Arvada. Arvada, Col.) August 16-17. While it
disappointed at the B. O. it was not the fault of
the picture. It is a very entertaining picture and
I believe it is the best picture from this star this
year. (Sterling, Fairmont, Neb.)

COLLEEN, F, Madge Bellamy, J. Farrfcll Mac-
Donald, 7. — 80%. August 26. A good, breezy Irish
race horse picture with just enough comedy to
keep them laughing. (Princess, Lexington, Tenn.)

A good program picture, but failed to draw. Fox
pictures never draw for me on Monday or Tues-
day. (Cohl, Boston, Mass.) 45%. August 1-2.
Splendid picture. Lots of comedy that keeps them
laughing. Sammy Cohen a scream. Be sure and
get this one. (Strand, Dryden, Ont., Canada.)

COLLEGE DAYS, T, Marceline Day, Charles
Delaney, James Harrison, Duane Thompson,
Brooks Benedict, Kathleen Key, Edna Murphy, 8.
—A thrilling story of college life. One of the
most exciting football games ever filmed. Chuck
full of action, beauty and romance, starring Mar-
celine Day and a good strong cast including 25
university football players. Pleased our fans to
a farewell. Small town exhibitors, if you want
to have enough left to pay for the next program,
try Fontenelle. They will let you live. Played to
good business January 22-23. (Lytton, Lytton, la.)
This is a splendid picture and did a very nice
business. Especially good publicity for Iowa ex-
hibitors because of Jones and Devine of the old
Big Ten Iowa champions. (Princess, Brighton,
la.) 86%. Truly a great college picture with a
real football cast and plays. Played Sunday and
Monday. Received many favorable comments and
everyone looked pleased. Business good. (Sanders
and Southside, Indianapolis, Ind.) 26%. August
5. One of the best of the college type of pictures.
Interesting all the way through. (Happy Hour,
Ewen, Mich.) May 27-28. Very good picture of
college football. Well cast and well acted. (Palace,
Ashland, O.)

CONVOY, FN, Lowell Sherman, Dorothy Mac-
kaill, Lawrence Gray, William Ollier, Jr., Ian
Keith, 8. — 66%. A high class picture and one that
will go over good. (American, Perryton, Tex.)
August 5-6. This is a big picture played in a big
way. It pleased most everybody. (Palace, Aurora,
Ind.) 50%. July 31-August 1. A good picture for
entertainment, but if it had not been for Old
News Reels it would hardly have been a special.
(Silver Family, Greenville, Mich.)

CRADLE SNATCHERS, THE, F, Louise Fazen-
da, Dione Ellis, Joseph Striker, Nick Stewart,
Arthur Lake, Sammy Cohen, J. Farrell Mac-
Donald, Dorothy Phillips, 6. — 60%. June 5-6. Ome
on, Louise Fazenda. One or two more like this
and you will be as popular as Charles Lindbergh.
This pleased our patrons 100 per cent. Arthur
Lake was surely there, and furnished plenty of
good entertainment. One of the beet Fox has put
out this year. Did not have much of a crowd,
but those who saw it enjoyed it. (Rex, Monte-
zuma, Ind.) 100%. June 8. A hot farce comedy.
Some were shocked and some were saying. “More
like it.” Plenty of laughs and spice. (Arvada,
Arvada, Col.) One of the funniest pictures we
ever had the pleasure of seeing. You won’t make
any mistake in boosting this picture to the sky.

I wouldn’t advance the admission. (Alcazar, Dot-
han, Ala.)

CRUISE OF THE JASPER B. THE, Pathe-PDC,
Rod LaRocque, Mildred Harris, Jack Ackroyd,
Snitz Edwards, 6. — 65%. Just a flop so far as we
were concerned. Would have been a good two-
reel slapstick. For some reason our patrons don’t
care for the drawnout bedroom scenes. Played
December 27. (Gem, Edmond. Okla.) This is one
cruise that went on the rocks as far as we were
concerned. Rod LaRocque tries hard, but it’s no
use, for the picture lacks body or plenty of clean
humor. (Kenwood, Chicago, 111.) This picture was
meant to be a comedy, but only succeeded in dis-
gusting everybody. Was surprised at P. D. C.
putting out such a picture, as most of theirs have
been good. (Unique, Gunnison, Col.) 20%. August
24. In the class of a two-reel comedy. This is our
opinion, but the crowd, which was small, seemed
to enjoy it, judging from the laughs registered.
Personally, we think that this is the most foolish
picture we ever played. (Columbia, Morganza,
La.) 10%. June 22. My patrons 6aid "Rotten”
when they went out, and we agreed with them.
(Silver Family, Greenville, Mich.) A terrible mess
of junk. If Rod plays in about two more of this
kind he’s through. (Brooklyn, Detroit, Mich.) One
of the vulgarest comedies we have ever seen. This

sure brought censorship on our heads from our
patrons. Don’t book it. Shelve it or trade it in
if you have it bought. (Lyric, Ellendale, N. D.)
85%. March 27. Pleased everyone. Too bad Mil-
dred Harris can’t find a place to park her hands.
(Illinois, Sullivan, 111.) July 20-21. Poor. Not fit
to be shown. A shame to spend so much money
on such a silly story. (Bijou, Huron, S. D.)
April 10-11. Nothing to this but a few reels more
film made. Situations are overdrawn and impossi-
ble. (H. & S.. Chandler, Okla.) 30%. May 2-3.
Not much to this one. Had several kicks. (Odeon,
Cottonwood Falls, Kan.)

CYCLONE OF THE RANGE, FBO, Tom Tyler,
Frankie Darro, Harry Woods, Elsie Tarron, Harry
O’Connor, Dick Howard, 5.— June 4. A fine pic-
ture and did very good business in spite of rain.
Pleased the old people as well as the young.
Frankie Darro was great in this one. A real
Western picture that is real entertainment.
(Palace, Naples, Tex.) 85%. June 4. A very fine
Western. It really has class. Little Frankie Darro
steals the picture. Ran this as part of a double
feature bill on a Saturday and they simply ate it
up. (Strand, Paoli, Ind.) August 30. This is the
best of the last three from this star and drew a
few more patrons. (Cresco, Cresco, la.) Just an-
other Western. (Strand, Valparaiso, Neb.) 75%.
August 12-13. Dandy picture. Tom and his pals
do some fine work in this one. You will be
pleased with this one. (Rex, Madisonville, Tex.)
50%. September 10. A splendid Western picture.
Gave Saturday satisfaction. (Silver Family, Green-
ville, Mich)

D

DEMI-BRIDE, THE, MGM, Norma Shearer, Lew
Cody, Lionel Belmore, Carmel Myers, Dorothy
Sebastian, 7. — 67%. March 13. Eight reels for a
four-reel subject. We had to go around and wake
’em up. I had to drive fifty miles in the middle
of the night to get this film. Well, what sleep I
lost the audience made up for. The acting was
good, and photography, too, but oh ! how the pic-
ture drags. (Accola’s Bonham, Prairie du Sac,
Wis.) Very good. Didn’t see it, but had many
favorable comments. (Princess, Crandon, Wis.)
March 22-23. Miss Shearer as a school girl and
then finally as a lady. She is really good in what-
ever part she plays, but give us some more “His
Secretary’s.” Bad weather and roads hurt at-
tendance. (Arvada, Arvada, Col.) April 7. It
was not exactly reasonable to expect from Miss
Shearer a picture up to the entertainment standard
of “Upstage” and “The Waning Sex,” but she
certainly did the trick in her latest. The picture
exerts a powerful appeal to most any kind of
picture patron — and my crowd voted it one of the
best we have shown in a long time. I’d say play
it strong and give Miss Shearer an extra amount
of boosting. (Regent, Indianola, Miss.) 36%. May
15. A nice little comedy drama, but did not meas-
ure up to former productions starring Norma.
(Grand, Rainier, Ore.) April 3-4. In our opinion
Norma slipped a little in this one. Not on ac-
count of her acting, but the story did not please
as well as previous ones. (Pythian, Belt, Mont.)
90%. What’s all this I hear about this being only
fair? It’s a darn good picture, and it brought
the business, and patrons are asking for her again
soon. (Lyric, Abilene, Kan.) Not nearly so smart
and funny as “Miss Bluebeard,” Bebe Daniels’
somewhat similar picture of about two years ago.
Nevertheless, a good picture. (Community House,
Benton City, Mo.) April 16. Small house, poor
roads. Just fair program picture. Our percentage
would be about 35 per cent, but that is not fair
to the picture. Should have been 60 per cent at
least. (M. W. A. Movies, Brocket, N. D.) 70%.
April 16. Not as good as “The Waning Sex,” but
a very amusing picture. Folks here don't care for
these French stories, but they do like Norma
Shearer. (Community, Minneota, Minn.) 65%.
April 3-4-5-6. Star well liked here, but picture
not so well liked as last one. Good box office bet.
(Washington, Quincy, 111.) About the best Miss
Shearer has made. Very good. (Oxford, Oxford,
O.) September 8. Just a fair picture. Not nearly
as good as Norma’s other ones. (Theatorium,
Emlenton, Pa.)

DENVER DUDE, THE, U, Hoot Gibson, Blanche
Mehaffey, Robert McKim, George Summerville,
Glenn Tryon, Mathilde Brundage, Peewee Holmes,
5- — 80%. February 19. One of the best Westerns
we have played in a long time. (Silver Family,
Greenville, Mich.) 74%. March 11. Didn’t think
this so good. Hoot did his darndest, but it didn’t
make the picture get across big. Hoot is a very
capable Western actor, but he don’t seem to get
the proper support, or picture, or something.
(Accola’s Bonham, Prairie du Sac, Wis.) 80%.
February 18-19. Not quite as good as “Buckaroo
Kid.” In this the director even has Hoot for a
time running around without regular trousers.
Where are their brains? We, and our patrons.

are so cussed sick of pajamas, and near accidents
in bedrooms and baths, that we nearly put the
douser on this. Leave us the Westerns, Mr. Pro-
ducer. Where is Will Hays these days, anyway?
Let him take a look at some of the new crop
of "bigger and better” of nearly all the com-
panies. (S. T., Parker, S. D.) 12%. June 3-4.

Good picture where they like Hoot, but somehow
they never turn out to see him here. His pictures
are all good now, but my folks don’t see it that
way. ( Royal, Kimball, S. D.) June 3. In this one
Gibson did more society acting than the usual
Western stuff and for this reason the usual West-
ern fans did not like it as much as one in which
Hoot uses the gun and horse more. (Fairyland,
White Castle, La.) 48%. July 15. One of Hoot’s
best. Pleased all of the fans. (Grand, Rainier,
Ore.) March 25-26. A very good clean picture,
but Gibson is not holding up for me. (Cozy,
Fayette, la.) 90%. April 2. I call this a mighty
good Gibson picture and it went over big.
(Electric, Caldwell, Kan.) August 26-27. Good.
Hoot always draws some extra business. (Strand,
Griswold, la.) 90%. August 13. This picture is
mighty good drawing card of Hoot Gibson, but not
as good as some of his others. (Texas, Shamrock,
Tex.) 50%. “The Denver Dude” and “Hey, Hey
Cowboy.” Both are average Gibson’s. I cannot
see where he is any better than Maynard, Jones
or McCoy yet they ask more, but I am laying
off until his pictures are in line. (Colonial,
Astoria, 111.) August 30-Septeinber 1. Here is a
Gibson you can ill afford to pass up. Ideal en-
tertainment for any audience except possibly the
title. Clean and wholesome. Many favorable com-
ments. (Selk, Scotia, Neb.)

DEVIL’S SADDLE, THE, FN, Ken Maynard,
Katherine Collins, 6. — August 16. Maynard as a
Western star is the equal of any. However, like
the vast majority of Western pictures, this one
contains at least one scene that is not according
to Hoyle. I refer to the accidental Indian shoot-
ing on the cliff wherein the outlaw could just as
well as not have emptied his gun at Maynard
whatever the result. Instead, he gallops off and
leaves the hero for another day to his ultimate
sorrow. (Cresco, Cresco, la.) 80%. July 16. Not
as good as previous Maynard pictures. However,
Maynard’s ability to ride coupled with proper
stories will carry him above any Western star on
market. My people like him much better than
Tom Mix. (Rex, Eagle Lake, Tex.)

DON JUAN, W, John Barrymore, Estelle Tay-
lor, Dolores Costello, Willard Louis, 10. — 30%. We
played this the week following its showing with
Vitaphone in Wheeling, across the river from
us, and it was an absolute flop. This is a mag-
nificent product in every respect, Barrymore is
wonderful, but without the Vitaphone it lacks
drawing power. In no way a small town picture.
(Temple, Bellaire, O.) Good picture; very deep.
When this picture was sold to me I thought the
way the price was and the way the salesman
talked it was the greatest picture made. Now,
brother exhibitor, look out for these smooth talkers
that will make you believe it’s the greatest pic-
ture the world has ever seen. But I will tell you
that this is not what it’s cracked up to be.
Not much for small towns. (Look out.) (Opera
House, Hilbert, Wis.) 75%. May 17-18-19-20. After
a big advertising campaign did only a fair busi-
ness four nights. Could easily have handled them
in two nights. A mighty good picture but will
not be a big drawing card in small towns.
(Princess, Chilton, Wis.) A good picture in the
larger towns, but no good in small towns. (Bon-
ham, Fairbury, Neb.) 30%. May 24-25. Raised
admission to care for increased film rental, but
Barrymore won’t draw in this town. Got fewer
admission than "Padlocked.” No fault of Barry-
more or picture, as both are fine. (Shuler Audi-
torium, Raton, N. M.) 50%. September 6. A very
fine picture of the better class, but too much class
for country towns. Did not care for it here.
(Colonial, Astoria, 111.)

DON MIKE, FBO, Fred Thomson, Silver King,
Ruth Clifford, 6j — 80%. June 3. This clicked at
the box office. Not as good as previous Thomson’s,
but gets the folks out. (Palace theatre, Mt. Pleas-
ant, Tex.) Very weak, poorest Thomson we have
ever shown, and we have used them all. No ac-
tion, nothing; even the kids were disappointed.
Fred i3 slipping. (Princess theatre, Crandon,
Wis.) 62%. May 20-21. Extra good play of
Doug Fairbanks “Mark of Zorro” order. Fine
scenes. Not a cheap affair by any means. This
is Fred’s most pretentious play today. Fred is
simply great and Silver King a pleasure to be-
hold. Had the leading lady been a little more
versatile and pretty I would say run it as a
special and believe with a Chaplin or Keaton two
reeler one could boost it as a big double bill
show. Book it by all means. (Rex theatre.
Salmon. Idaho.) 50%. May 6-7. A fairly good
production with not enough of Silver King. (Em-
press theatre, Akron, la.) April 28. Not a
cowboy Western, but Fred and Silver do some
pretty lively acting and the crowds are satisfied.

October 22, 1927

EXHIBITORS HERALD

13

(Strand theatre, Humboldt, la.) 80%. June 25.
This is a great entertainment. Better than most
of the so-called specials. We have played all of
this star’s pictures and not one poor one. Some
record I say. (Silver Family theatre, Greenville,
Mich.) 80%. When Fred and Silver come to our
theatre we know we’ll have good business. And
what’s more, FBO doesn’t ask for your theatre
and piano player for them. (Liberty theatre, Tre-
monton, Utah.) 85%. April 9. Good, as all
Thomsons are. He is one of my best drawing
cards. This one somewhat different from the
usual Thomson, but full of action and will please.
(Princess theatre, Lexington, Tenn.) The adults
like this and the kids cheered it. Good business.
(Majestic theatre, Homer, Mich.) 65%. April 16.
This is not as good as some of the other Thomsons
we have played. (I. O. O. F. Hall, Grand Gorge,
N. Y.) Not as good as his usual ones. (Grand
theatre, Breese, 111.) Good program picture, al-
though Thomson does not have drawing power he
once had here. (Strand theatre, Valparaiso, Neb.)
90%. March 18. This program certainly pleased.
Was run by the Parent Teachers’ Association
and some of its members were a little afraid of
it, owing to it being of a Western type but,
after shown, every member is sure a Thomson
booster and they want us to promise them some
of his future releases. The program not only
was fine but made good money for the associa-
tion. (O. H. theatre, Plattsburg, Mo.) 90%.
March 3-4. Just released and we book the min-
ute they are. Silver King and Thomson are box
office stars, according to our patrons. “Don
Mike” is an epic drama of the birth of Cali-
fornia. (Arvada theatre, Arvada, Col.)

DOWN THE STRETCH, U, Robert Agnew, Mar-
ion Nixon, Virginia Boardman, Jack Daugherty,
Ward Crane, Ben Hall, Otis Harlan, 7. — 22%.
This one did not do any good at the ticker ; was
disappointed as I expected this being a horse race
picture that it would make up for the sins of
some of the Jewels that failed to 6hine. This is
the first racing picture I ever ran that never
pulled a rise out of the kids until the very last.
Too draggy. The poorest race horse picture I
ever ran. (Arcadia theatre, Vandergrift, Pa.)
Race track story, quite well done. Good program
picture. (Princess theatre, Crandon, Win. ) 27%.

June 1. Good racetrack drama. Pleased patrons
generally. (Grand theatre. Rainier, Ore.) This
was a good horse race picture and pleased those
that I got in to see it. The exchange switched
pictures on me without notice so it didn’t go for
me. (Grand theatre, Pierre, S. D.) This pic-
ture is good and will please the average crowd.

(Rich theatre, Montpelier, Idaho.) August 19-20.
Story of the race track and it’s fine, so my
patrons commented, the few who saw it. (Selk
theatre, Scotia, Neb.)

DRUMS OF THE DESERT, Par, Warner Bax-
ter, Marietta Millncr, 6. — 75%. Say, Warner, why
did you try to get out of Westerns? You were
sure good in this one and it is to be regretted
that you do not want to play more of them. I
liked it all the way and I seldom sit through a
Western. This story is good and the Indian drum
stuff lends itself to some effective organ music.
(Temple theatre, Bellaire, O.) 60%. June 20-21.

First Zane Grey that fell down at B. O. Pleased
those who came. An Indian story, but not near-
ly so good as "The Vanishing American.” (Ar-
vada theatre, Arvada, Col.)

E

EASY PICKINGS, FN, Anna Q. Nilsson, Ken-
neth Harlan, Philo McCullough, Billy Bevan,
Jerry Miley, 6. — 40%. A farce comedy with a lot
of spooky hokum. Will hold interest throughout,
and should please the not too fastidious patrons.
(Manzanita theatre, Carmel, Cal.) 15%. May 4-5.

A good mystery play but no star to draw them
in. Nilsson not liked in this town. (Princess
theatre, Chilton, Wis.) 24%. June 13. A good
mystery drama but poor title and cast don’t
mean much at the box office here. (Grand the-
atre, Rainier, Ore.) 60%. June 29. Good mys-
tery picture. Satisfied 90 per cent. (Maplewood
theatre, Maplewood, Mass.) 40%. May 7. Good
program picture that went over good to a fair
Saturday night crowd. A very interesting crook
story. Made some money on this one. (Cozy
theatre, Lamont, Okla.) A fairly good mystery
drama. Nothing great. (Colonial theatre, As-
toria, 111.)

EVENING CLOTHES, Par, Adolphe Menjou,
Virginia Valli, Noah Beery, Louise Brooks, Lido
Manotti, 6. — 50%. April 10. Here is one that
should be censored. There are parts clear beyond
the word risque and some of the sub-titles are
absolutely bad. Thought we had the rottenest
Paramount when we had “The Great Gatsby,”
but this is a step worse. Menjou’s acting O. K.,
but this French atmosphere that Paramount thinks
must surround some of their pictures. Once more
we ask for Will Hays and his cleaner program.

(S. T. theatre, Parker, S. D.) April 3-4. About
an average picture to average business with no
one regretting they did not see it. (H. & S.
theatre. Chandler, Okla.) August 14-15. A very
excellent feature that slumped a bit at the B. O.,
due mostly, I believe, to their distaste for “Sor-
rows,” run the previous Wednesday and Thurs-
day with the same star. No, we are not blam-
ing Menjou, but we do believe that “Evening
Clothes” would have played to a greater profit
if the bookings had been differently arranged.
(Cresco theatre, Cresco, la.) 44%. August 31.
A feature that pleased my regular Wednesday
night patrons, and it has a cast that should please
in most anything. (Crystal theatre. Silver Creek,
Neb.) May 23-24-25. It seems the censors just
ruined this picture for us. Otherwise a good
one. (Benn theatre, Philadelphia, Pa.) June 8.
A nice title, a nice entertainer, but it seemed to
fall flat in drawing power as I did not take in
film rental. (Fairyland theatre. White Castle,
La.) 40%. My patrons had such a bad taste
left from the “Satan” picture that they didn’t risk
seeing this one. It is a fairly good picture, but
quite suggestive in places. Not suitable for Sun-
day. (Manzanita theatre, Carmel, Cal.) This is
pickin’s for the censors. Should be titled “Night
Clothes.” All right for them who likes ’em
that way. My crowd isn’t indecent and immoral,
so it didn’t go here. (Grand theatre, Pierre,
S. D.) 13%. A good picture with a terrible

title. Every bit as good as “Blonde or Brunette”
but not the draw that “Blonde or Brunette” has.
(Arvada theatre, Arvada, Col.)

F

FASHIONS FOR WOMEN, Par, Esther Ralston,
Raymond Hatton, Einer Hanson, William Martin-
del, William Orlamond, 6. — 70%. April 17. A

real fashion show with a corking good story.
Great cast, well produced, and the audience liked
it. Real picture for real people. (Washington
theatre, Quincy, 111.) This was a nice show
spoiled by leaving in some scenes that could
have been cut out if the man who was using
the shears had a sense of decency. With Para-
mount’s money, why can’t they hire some decent
person to clean up their pictures ? If you have
nice people coming to your theatre, don’t ran
this one until you trim it. (Grand theatre, Pierre.
S. D.) April 17. A nice Easter picture, but I
think they overlooked a bet by not putting the
fashions in colors. It did not draw for me at
all. (Reel Joy theatre, King City, Cal.) 50%.
July 25. A fair picture with a beautiful star.
A rather weak story, but the fashion show is
good and will appeal to the ladies. Mailed the
special rotogravure herald to all the ladies, and
they certainly came out and were pleased. (In-
gram’s theatre, Ashland, Ala.) 40%. May 20.
A very good picture, lots of pretty clothes. Ray-
mond Hatton is very good. Miss Ralston always
pleases them. (Majestic theatre, Paragould, Ark.)
40%. April 14-15. Pretty Esther Ralston and
funny Raymond Hatton make this a nice little
picture. Good picture for this time of the year.
Snowstorm hurt business. (Arvada theatre. Ar-
vada, Col.) A lot of money was spent on this
picture, the sets show it, but it takes more than
money to put this over so it will please. There
is hardly a story connected with it and the styles
are carried to extremes. (K. P. theatre, Pitts-
field, 111.) April 17-18. A very weak sister.
Thought I was foxy in booking this for Easter
and took an awful flop on it. The picture would
have been much improved if the fashion show
had been technicolor. If you have not played
this I advise screening before showing. We cut
about 300 feet showing Esther having her bath
and having her nude figure powdered by her
maid. (Strand theatre, Alma, Mich.)

FIGHTING LOVE, Pathe-PDC, Jetta Goudal,
Victor Varconi, Henry B. Walthall, Louis Na-
theaux, Josephine Crowell, 7. — 70%. March 1.
An excellent picture that loosens its hold on one
by being too long drawn out ; not enough snap
to it. A couple of unnecessary rotten scenes help
to kill it. Through the picture runs a thread
of the most skillful and artistically applied alle-
gory I have ever seen. If one can endure the
rest this makes the picture worth while. It may
hit in the larger communities. (Accola’s Bonham
theatre, Pairie du Sac, Wis.) 75%. June 21-22.
Jetta’s best since “Three Faces East.” Splendid
for her fans. Don’t try any kid matinees on
this, for it is surely not for children. (Ulman’s
Opera House, Salisbury, Md.) 30%. Not so good.
The work of the players was satisfactory but
the foreign stuff fails to please. Many disap-
pointed patrons. (Manzanita theatre, Carmel,
Cal.) A well acted picture but contains four
very suggestive scenes. Better off without such
for entertainment. (Lyric theatre, Ellendale,
N. D.)

FIRE BRIGADE, THE, MGM. Charles Ray, May
McAvoy- Warner Richmond, Tom O’Brien, 10. —

February 27-28-March 1-2. This is a good picture
but small town exhibitors who haven’t a fire de-
partment to sell this picture are going to learn
the meaning of the word flop with a capital “F.”
You can’t get a flapper within a mile of it.
(Hippodrome & Grand theatres, Crestline, O.)
March 13-14. A good big picture. Story good.
Both stare extra good. Cast fine. Be6t fire pic-
ture we ever played. Did not make me a cent
of profit. The same record all Metro-Goldwyn
pictures has done for us this season. A financial
flop. (Silver Family theatre, Greenville, Mich.)
50%. May 22-23-24. Ran this one three days in
spite of local fire department and lacked $8.02
of grossing film rental. A mighty good picture,
but no drawing card. We paid more than twice
of what the picture is really worth. (Paramount
theatre, Wyoming, 111.) 70%. July 14-15. The

above percentage is an injustice to a really great
picture. It has such homely comedy, and thrills
that can’t be beat, and to see the workings of
a big fire company is a treat in itself to the
small towners. Good, play it. (American Legion
theatre, Lena, Wis.) June 29-30. Here is a really
great 6mall town picture. It may not ring the
bell at $2 prices in the cities, but it’s great in
the sticks. Ray never put over a better piece of
work. Worked it with the local fire department
to very poor business, yet everyone who saw it
acclaimed it as one of the best in many a long
day. Go after this one. (Mission theatre, Men-
ard, Tex.) April 17-18. Good picture, but was
a box office flop. Don’t pay much for this one,
boys. (Mission theatre. Mission, Tex.) 48%.
June 10-11. An exceptionally good picture, but I
couldn’t get my people out to see it. (Pastime
theatre. Mason, Mich.) 90%. July 7-8. The
greatest picture of its type ever made. The col-
ored film was excellent. Many outstanding
points. More like them, Metro, and we small
town hicks will pay off. (Lyric theatre, Loudon,
Tenn.) Bought as a special but it’s not there.
Just an ordinary program picture and should be
bought that way. (Ozona theatre, Ozona, Tex.)
70%. April 11. Sure-fire hit, with everything in
it to put it over. One of the best audience pic-
tures of the year. (Orpheum theatre, Quincy, 111.)
100%. April 27. Hooked up with the fire com-
pany to capacity house and they liked this pic-
ture. We’ll tell the world they did. and so will
your patrons, Mr. Every Exhibitor. This one will
smooth the rough and rugged path for you. Won-
derful photography, thrill upon thrill, and a
consistent story. Our biggest hit so far this year.
(Accola's Bonham theatre, Prairie du Sac, Wis.)
35%. April 4-5. Wonderful picture, but bad
weather kept the attendance down. (Capitol and
Majestic theatres, Paragould, Ark.) 85%. March
27. Here is one of the most human pictures of
the season. There i6 not a dull second in the
picture. This picture will make your patrons
grip their seats. (Apollo theatre, Indianapolis,
Ind.) 80%. May 2-3. Best picture we have re-
ceived from Metro in a long time. Pleased 100
per cent. Fine story and wonderful acting. How-
ever, paid too much for it to make any profit.
(Heights theatre, Houston. Tex.) April 10-11-12.

I advertised that this picture is to the ordinary
fire picture what "The Covered Wagon” was to
the ordinary Western, and that is the best descrip-
tion I can give. If you give it the right sort
of exploitation it will do a lot of business for
you and give satisfaction. (Strand theatre, Alma,
Mich.) 56%. August 31-September 1. This is
one of the best pictures of the type we ever played.
It has thrill, suspense, action and excitement.
This is one of the few nine reel pictures that
didn't tire the people. Advertise it big for they
will like it. Business was dull and we lost money,
but it was no fault of the picture. (Princess
theatre, Lexington, Tenn.) 30%. August 24-25-26.

A very good picture and will please all classes
if you can get them in. I was lucky to break
even after spending lots of money on advertising.
People don’t seem to care for fire pictures in
my town. (Princess theatre, Chilton. Wis.) 26%.
August 29-30. A good picture but we had a coun-
ty fair in competition. (Roseland theatre, Chil-
howie, Va.) 90%. August 19-20. Our audience
just ate this up. You cannot boost this too strong.
(M. W. A. Movies, Brocket, N. D.) A very good
special of its type. On account of advanced ad-
mission the crowd stayed away. I had to pay too
much for it. (Rex theatre. Park Falls. Wis.)
August 13. The greatest fire picture we ever
played. Colored film was beautiful. Many out-
standing points. (Bijou theatre, Conway, N. H.)
62%. September 10. Here is a splendid picture.
Has everything that counts — comedy, pathos, sus-
pense, thrills, and splendidly acted. This pic-
ture worth a bigger percentage than reported,
but hot weather hurt attendance. (Cozy theatre,
Duchesne, Utah.) Easily the best picture we
have shown this summer. It has everything.
(Blende theatre, Benton, Wis.)

FLAMING FURY, FBO, Ranger, 5.-40%. All

dog pictures are about alike and this one is no
different from the rest. Okay for Saturday to

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please the kids. (Manzanita theatre, Carmel,
Cal.) 25%. July 24-25. Not so bad. The dog
is good enough, but Oh ! the cast, unknowns — all
of them. Must have been their first effort before
the camera. (Empress theatre, Akron, la.) A
good dog picture. (Majestic theatre, Homer,
Mich.) August 3. A fair dog picture. (Bijou
theatre, Conway, N. H.) Dog and story very
good, but that is all that can be said as the
cast does not amount to much. (Pleasure theatre,
Sanborn, Minn.) 80%. April 16. A very good
dog picture and a good dog. I believe Ranger’s
popularity is increasing with every picture, which
is assurance that the public likes him. However,
it is just a program feature. (Princess theatre,
Buchanan, Mich.) 50%. May 4. A good dog
picture with a Northwoods background. Played
during Music Week and box office receipts were
slim. (Arvada theatre, Arvada, Col.) 85%.
March 21. Good dog picture. (Illinois theatre,
Sullivan, 111.)

FOURTH COMMANDMENT, THE, U, Belle
Bennett, Henry Victor, Mary Carr, Frank Eliott,
Kathleen Myers, Robert Agnew, June Marlowe, 7.
r- 43%. May 12-13. A big flop at the box office,
but it’s a wonderful picture of mothers, teaching
a lesson to all. Rental was too high for this
town. Very good for a Sunday showing. (Ar-
vada theatre, Arvada, Col.) 40%. May 8-9. A
very well acted and produced picture. Ideal for
Mothers’ Day. Will please any audience. (Em-
press theatre, Akron. Ia.) Here was good story
material and it could have been made into a real
heart interest picture. But it fails to ring true.
What I can’t understand is why a crucifix and a
cross has to be rung into a picture when a char-
acter wants to pray, also why a halo of light
should shine around the crucifix, when there isn’t
a person living who has seen such a thing in
reality. Some people wonder why. (Lynwood
theatre, Lynwood, Cal.) 75%. A very ordinary
picture sold as a special. Title misleading. Act-
ing overdone. Pleased a small part of the crowd.
(O. H. theatre, Smithland, Ia.) 20%. June 30.
Took a big flop on this. A good picture of its
kind. Ono of the sob pictures that only a few
like. Sold as a special, but it should be bought
at program prices only. Not a small town show
by any means. (American theatre, Wautoma,
Wis.)

FRAMED, FN, Milton Sills, Natalie Barr,
Natalie Kingston, 5. — July 22-23. Sills was the
capable actor as usual. Not the story for flappers
and 6heiks. Comment divided. (Cresco theatre,
Cresco, Ia.) If this is a sample of First Na-
tional’s six reel pictures for 1928. God help those
that have signed on the dotted line. Nothing in
it but misery and filth. Poorest Sills yet. (Liber-
ty theatre, Condon, Ore.) August 28-29. Milton
Sills very good in this one. This picture was well
liked by my patrons. I played thie on Sunday.
(Strand theatre, Griswold, Ia.) 65%. September
19. A good picture. Plenty of action, and pa-
trons will eat it up. Then when they leave, as
with Cheney pictures, say they don’t like it. (Can-
dor theatre, Candor, N. Y.)

FRISCO SALLY LEVY, MGM, Sally O’Neil,
Roy D’Arcy, Charles Delaney, Kate Price, 7. —
June 1. Here ie a real good picture. The first
real entertaining picture from Metro. Lots of
comment on it and I say it ought to please in
most any theatre. But no crowd, very poor, on
account of Metro advertising matter. (Strand
theatre, Oakland, Me.) May 15-16. Another
good one. Poor advertising on this one, gives
the public the idea Sally is a rough, tough kid
and she ie not. St. Patrick’s Parade in Techni-
color is fine. Advertise it as an Irish-Jew home
life comedy-drama. It will please. (Pythian the-
atre, Belt, Mont.) April 29-30. A dandy com-
edy. Wonderful Technicolor. Went over 100 per
cent with our crowd, but too much other compe-
tition, so we made very little money. No fault
of the picture. (M. W. A. Movies, Brocket, N.
D.) 75%. June 12. Here’s one of those pictures

that’s for the whole family. Good, clean and
so entertaining. Photography excellent. Paper
poor. Sunday, yes. Good appeal. (Arvada the-
atre, Arvada, Col.) I’ll have to hand it to Miss
O’Neil. This is as good an her picture, "Mike.”
Although the title is not good the picture is a
very good comedy. (Palace theatre, Meridian,
Tex.) After you run a show like this you can
go downtown the next morning and look every
one in the eye and they will stop and tell you
what a good show you had last night. Sally
O’Neil and the whole cast as good as they can be.
(Pleasure theatre, Sanborn, Minn.) 88%. April
19. If your clients are not all "fed up” on Jew
and Irish pictures, then prepare to give them a
treat. This one is good. It compares favorably,
if not equally, with "The Cohens and Kellys.”
You can’t over-advertise this picture. Our pa-
trons were so pleased that without exception they
expressed their pleasure to the manager. Good
prints, paper and slide good. Another M-G-M hit.
(Aecola’e Bonham theatre. Prairie du Sac, Wis.)

Key to

Abbreviations

Arrow

(A)

Associated Exhibitors

(AE)

Chadwick

(Ch)

Columbia

(Col)

FBO

(FBO)

First National

(FN)

Fox

Gotham

(G)

Independent

Metro-Goldwyn-Mayer

(MGM)

Paramount

(Par)

Pathe

(P)

Preferred

(Pf)

Principal

(Pr)

Producers Distributing

Corp.. . (PDC)

Rayart

State Rights

(SR)

Sterling

(St)

Sunset

Tiffany

(T)

Truart

(Tru)

United Artists

(UA)

Universal

(U)

Vitagraph

(Vit)

Warner Bros

(W)

Numerals indicate length of picture in

footage or reels. The dates are those

on which pictures were

played, while

the percentages represent the gross

business as compared with the record

gross of the house.

40%. July 31. Exceptionally good Irish-Jewish
comedy. A family picture. Advertising punk
afi is per usual with Metro pictures. (Grand the-
atre, Rainier, Ore.) 48%. June 5-6. About an
average program picture. (Cozy theatre, Du-
chesne, Utah.) A delightful Jewish comedy that
received only favorable comments. About 1,000
feet of Technicolor adds tone to this production.
(American theatre, Minier, 111.) A very good
comedy. (Oxford theatre, Oxford, O.) 40%. May

6. This is a splendid picture of the Jew and
Irish mixture. Gets as many laughs as most of
them. (Silver Family theatre, Greenville, Mich.)

FRONTIERSMAN, THE, MGM, Tim McCoy,
Jacqueline Gadsen, 6. — A big historical Western.
As usual Tim McCoy and entire cast do fine work
which makes it a pleasure to run these kind of
Westerns. (Pleasure theatre, Sanborn, Minn.)
August 4-5. Good picture. Metro-Goldwyn-Mayer
have the right idea in making some of our good
red blooded American stories into a picture. Only
the subjects have a little too much hokum to them
at times. (Liberty theatre, Condon, Ore.) Au-
gust 31-September 1. A fair action picture. An
improbable episode drew some caustic comment
from the observing patrons. The blood and
thunder fans made no kicks. (Cresco theatre,
Cresco, Ia.) 41%. September 4. Historical West-
ern done on a big scale. Seemed to please gen-
erally. (Grand theatre. Rainier, Ore.)

G

GAY OLD BIRD, THE, W, Louise Fazenda,
John T. Murray, Jane Winton, William Demar-
est, John Stepling, Ed Kennedy, 6. — 50%. May 21.
In spite of several adverse reports we ran this
one Saturday and Sunday and it went over very
nicely. An old plot but a good comedy. (Rose
theatre, Sumas, Wash.) 45%. Of all the rotten
pictures I believe this is the worst. Nothing to
it but cheap, slap stick comedy that could have
been put in two reels. Too silly to be funny.
Walkouts on this were very numerous. Warner’s
pictures have been terrible this year. (Walnut
theatre, Lawrenceburg, Ind.) 35%. July 3. One
day to a small crowd. Light comedy-drama with
funny Fazenda homelier than ever. (Arvada the-
atre, Arvada, Col.) Just good average comedy.
Louise Fazenda does her best work as a waitress
or house maid and she does it well here. (Avalon
theatre, Bellingham, Wash.) Fazenda and good
cast put over age-old plot in comedy very well.
Rather broad in some spots, but my print was
cut; probably just as well. (Scope theatre,
Wenona, 111.) Without a doubt this picture
would stand about the best chance among the
latest pictures to take the booby prize of all time.
It was terrible in every sense of the word. It
wasn’t even funny, granted that there was an

attempt to make it so. It was a pitiful sight and
our customers are still crying. (Kenwood the-
atre, Chicago, 111.) A very poor program pic-
ture. (Oxford theatre, Oxford, O.) If you hit
your patron on the nose, kick him where kicks
are usually administered and take a dollar away
from him, he will be more pleased than if you
show him this picture. We played a dark house
on it after a private showing. (Opera House,
Alton, la.) 80%. March 20. The boss says this
one is punk, or words to that effect. Had ’em
walk out on us and those that stayed were loud
in their criticism of it (unfavorable). We could
not make our salt with many pictures of this kind.
Shelve it. (Accola’s Bonham theatre, Prairie du
Sac, Wis.)

GENERAL, THE, UA, Buster Keaton, Glenn
Cavender, Jim Farley, Frederick Vroom, Marion
Mack, Charles Smith, Frank Barnes, 7. — 30%. Re-
minds me of the producer in recommending his
pictures who said, “Our comedies are not to be
laughed at.” The audiences got a few giggles.
United Artists got the money, and I got the ex-
perience. Played January 25. (Allied theatre,
Dermott, Ark.) February 20-21. Opened this
picture on a Sunday matinee, drew a good crowd
and all comments were good. Think it the best
Keaton einee "Go West!” (Unique theatre, Gun-
nison, Col.) Amusing, but not funny. Not one
good laugh in the two days’ showing. (Liberty
theatre, Carnegie, Okla.) 62%. June 18. “The
General” does not have the comedy that Keaton’s
pictures usually do, but leans toward the drama
in a more serious tone. However, it was well
received, excellently staged and shows lots of
effort to make it a success. (Community theatre.
Greenwood, Ind.) 50%. June 26-27. A good
comedy for its kind but no business getter. Poor-
est Sunday business for some time. Hereafter, I
don’t buy Keaton unless I can get some for $10
which is all he is worth in my town. This pic-
ture will draw the women. (Princess theatre,
Chilton, Wis.) 31%. March 27-28-29. Just fair.
Patrons said it wasn’t near as good as previous
productions. Flopped at box office. (Walnut
theatre, Lawrenceburg, Ind.) 60%. April 3-4. If
this had been about six reels it would have pleased
better. It drags in too many places. Not a big
special but will do a fair business. (Capitol the-
atre, North Kansas City, Mo.) 28%. July 1.
Without any exception the worst picture we have
played this year. As a comedy this is a tragedy.
Buster Keaton wins the “nickel plated union suit”
for the prize boloney of the season. We were
lucky that only a few came to see it. Lay off
this one. (Ingram’s theatre, Ashland, Ala.) Took
an awful flop. Business rotten. Keaton should
go back to two reelers. No good as a 6tar. Each
picture gets worse. (Washington & Orpheum
theatres, Quincy, 111.)

GETTING GERTIE’S GARTER, Pathe-PDC,
Marie Prevost, Charles Ray, Harry Myers, Sally
Rand, William Orlamond, Fritzi Ridgeway, Frank-
lin Pangbom, Del Henderson, Lila Leslie, 7., —
February 26. A good picture, but too much like
“Up in Mabel’s Room” to prove particularly in-
teresting to fans who saw the latter named pro-
duction. (Handy theatre, Pauls Valley, Okla.)
A very good comedy, but not worth the price we
paid for it. (Scenic theatre, Tyler, Minn.) 60%.
May 31-June 1. Absolutely unable to understand
this one. A box office title and a popular caet,
but oh how it flopped. Picture wasn't there and
I guess the people knew it better than I. (Prin-
cess theatre, Buchanan, Mich.) 50%. An excel-
lent farce comedy, much of the comedy being
furnished by the antics of Charles Ray and Frank-
lin Panghorn. Makes an excellent Sunday bill.
(Manzanita theatre, Carmel, Cal.) 70%. July 4-5.
Good box office title that even the farmer gets in-
terested in. Very good business on the 4th, but
fell down on the 5th. (Arvada theatre, Arvada,
Col.) July 14-15-16. Good picture. Not quite
as good ae we expected, but the customers laughed
a lot and went out smiling. Proof enough. (Pal-
ace theatre, Ashland, O.) Just a fair program
comedy drama, not a special by any means.
Failed to hear one single laugh out loud. (Mission
theatre. Mission, Tex.) 90%. Very good. (Our
Town theatre, Burt, Ia.) 60%. March 30. A
good picture for the kind it is, but what a junky
kind. If Charles Ray prefers to play in such stuff
as this and "Nobody’s Widow,” he’s long gone
with the small town exhibitors. (Accola’s Bon-
ham theatre, Prairie du Sac, Wis.)

GIGOLO, Pathe-PDC, Rod LaRocque, Jobyna
Ralston, Louise Dresser, Cyril Chadwick, George
Nichols, 7. — 20%. May 12. This is a good pro-
gram picture. Will satisfy if you can coax them
in on the title. I couldn’t, but the few that did
come in were satisfied. (Silver Family theatre,
Greenville, Mich.) This picture was a surprise
package. I booked it and didn’t expect business,
but it was very good and got the jack. (Brooklyn
theatre, Detroit, Mich.) May 16-17. An extra
good picture, although did not do much business
on it. What few saw it say it was 100 per cent

October 22, 1927

EXHIBITORS HERALD

17

entertainment. (Palace theatre. Naples, Tex.)
March 31 and April 1-2. Almost great. Started
fair and picked up every day, and Saturday busi-
ness was good in face of strong competition.
Created much comment, and every one who taw
it liked it. It suits all classes. (Palace theatre,
Ashland, 0.) 25%. August 10-11. A very good

picture. Nothing to the paper to draw them in
so it flopped as all P D C pictures do for us. We
paid $15 rental and lost $6.85 on the picture. (Rex
theatre, Madisonville, Tex.) Very good. Not as
big as I thought, but a good one at that. Play
it up big. Will get the dough. (Amuse theatre.
Hart, Mich.)

GREAT MAIL ROBBERY, THE, FBO, Theodore
Von Eltz, Frank Nelson, Jeanne Morgan, Dewitt
Jennings, 7.— -July 31-August 1. The first of the
new FBO, and if the rest of them are half as
good we’ll be satisfied. This has everything, mys-
tery, love, action, and thrills galore. The pic-
ture has been dedicated to Colonel Lindbergh,
which helps the B. O. Played it against the
strongest competition, a tentshow, and almost
broke house record. (Plainview theatre. Plain-
view, Neb.) September 6. A regular melodrama
with all the modern trimmings. Seemed to please
our action fans and business was fair. (Cresco
theatre, Cresco, la.)

GRINNING GUNS, U, Jack Hoxie, Ena Gre-
gory, Bob Milasch, 5. — 50%. July 30. A good ac-
tion picture. (Silver Family theatre, Greenville,
Mich.) 80%. August 5. This Western seemed to
get away from the rest just a little. It seems to
have the pep and action that the patrons like.
(Princess theatre, Waynesboro, Miss.) 75%. Au-
gust 12-13. Pleased a little better than the aver-
age machine made Western by Universal. (Opera
House, Fennimore, Wis.)

H

HANDS OFF, U, Fred Humes, 5.-12%. Sep-
tember 2. A fair Western, but this boy is our
worst drawing card. (Grand theatre. Rainier,
Ore.) 50%. August 20. A good Western action
picture. (Silver Family theatre, Greenville, Mich.)

HARD BOILED, F, Tom Mix, Helene Chad-
wick, William Lawrence, Charles Conklin, Emily
Fitzroy, Phyllis Haver, 6. — 75%. July 25-26.
Again Mix rings the bell. Good, fast Western
and plenty of story to good business. (Strand
theatre, Paoli, Ind.) August 18-19. A good Mix
picture. He has made many that were better,
but this seemed to please everyone. Quite a little
comedy in it. (Trags theatre, Neillsville, Wis.)

HARD BOILED HAGGERTY, FN, Milton Sills,
Mollie O’Day, 7. — August 21-22. You fellows in
small towns where you meet your patrons on the
street every day will do very well not to book
this until you have seen it. “Rookies” and "Cal-
lahans and Murphys” were tame — very tame —
compared with this. (Cresco theatre, Cresco, la.)
August 31-September 1. A good Sills vehicle that
will please. It drew fairly well but be careful
that you don’t advertise too much airplane war-
fare, as there is very little of airplanes in the
picture. (Strand theatre, Wadsworth, O.) A
few more like this and we would all have to close.
Boys, don’t play this one. Nothing but rot clean
through. Sills is a good star, but a few more
like this would kill him. Booked this for two
nights, but set out the second. (Elite theatre,
Laurens, la.)

HEADS UP, FBO, Lefty Flynn, 5.-50%. June
10-11. Flynn good as usual. Pleased and drew
good. Plenty of action and fights. (Khattar’s
theatre, Sydney, N. S., Canada.) 80%. August 17.
Lefty ie getting better all the time. But keep
him out of Western pictures. He goee better in
actions. (Moonlight theatre, Kingston, W. Va.)

HEART THIEF, THE, Pathe-PDC, Joseph
Schildkraut, Lya de Putti, Robert Edeson, Charles
Gerrard, Eulalie Jensen, 6. — 10%. August 30.
Just another Moore. (Silver Family theatre,
Greenville, Mich.) 74%. April 26. This one sur-
prised us by being very good. Lya de Putti was
good and Joseph Schildkraut knows his stuff
beyond a doubt. Cleaner than the average and
consistent throughout. A good program picture.
Good advertising. (Aceola’s Bonham theatre,
Prairie du Sac, Wis.)

HEAVEN ON EARTH, MGM, Renee Adores,
Conrad Nagel, 7e — 60%. March 21-22. A mighty
fine show that went over big. Patrons were well
pleased. (Electric theatre, Caldwell, Kan.) Think
I am about first in S. D. to show this and I’ve
this to say : The title is a big drawing card and
if you step on advertising you’ll get ’em in.
Some will be well pleased and others not satis-
fied. Personally thought it a good show. Not a
big special but good variety and work of Renee
very good. Ending rather abrupt, but happy,
and that’s the big attraction. (Hamline theatre,
Estelline, S. D.) 79%. March 15. This was a

pretty little picture, kind of slow until the last
reel. Renee Adoree and Conrad Nagel both do
some very nice acting. This wasn’t so bad. It
won’t hurt you any on, 6ay, a family night. It
is just a quiet picture, that’s all. (Accola’s Bon-
ham theatre, Prairie du Sac, Wis.) 60%. Sep-
tember 4. Only a fair picture. Did fairly good
considering night. Fair for competition, as they
had a big crowd. Opposition house played a big
United Artists picture, “Resurrection,” and didn’t
do half as much. (Princess theatre, Chilton, Wis.)
August 23-24. Just a fair program picture that
did not draw but seemed to please fairly well.
(Sterling theatre, Fairmont, Neb.) May 15. Very
good program picture. Pleased all. (Fairyland
theatre. White Castle, La.) June 6. Better than
average, and will please. (Palace theatre, Mt.
Pleasant, Tex.) 68%. June 28. A fairly good
picture but nothing to rave about. Just a good
average program picture. Drew only moderately
well. (Amuzu theatre. Gate City, Va.) A very
good show. Metro is coming through with some
very nice pictures. (Blende theatre, Benton, Wis.)
80%. May 14. This was a very good picture
and we had a fine house. However, it was sub-
stituted to us for “Tin Hats,” which was held up
by floods. We feel that "Tin Hats” really drew
the crowd, as our people like comedy. (Glendale
theatre, Glenwood, Ark.) 65%. May 1. Very
good program feature. Interesting from start
to finish. (Princess theatre, Buchanan, Mich.)
June 8-9. Very poor business but all that saw it
said it was a very good picture. Renee Adoree
and Conrad Nagel were real stars in this one.
Plenty of comedy. (Palace theatre, Naples, Tex.)
30%- July 24. This is a nice little etory and
pleased generally, but failed to attract usual busi-
ness. (Grand theatre. Rainier, Ore.) 70%. March
24-25. This picture reminded me of Metro’s “Ex-
quisite Sinner” enacted by the same stars, only
this one is 60 much better. Pleased immensely.
Nice and clean for Sunday and don’t forget to
boost it, as it’s real good. (Arvada theatre, Ar-
vada, Col.) March 12. Not what Metro claims
for it in their campaign book. Will get by on an
off night. Not for Saturday night in a small
town. (Princess theatre, Danforth, Me.) 30%.
A good program picture, but a little long. (Strand
theatre, Paris, Ark.) A very creditable picture.
(Wade H. Kerr, Spiceland, Ind.)

HELD BY THE LAW, U, Johnnie Walker,
Ralph Lewis, Marguerite De la Motte, Robert
Ober, 7. — 30%. We did fairly well on this consid-
ering heavy competition both nights. It is a
good murder mystery drama and although you
know who committed the dark and bloody deed
your interest is held firmly throughout. Play it.
Seven reels. (Eminence theatre. Eminence, Ky.)
70%. June 16. The picture was handled well and
held interest, but we did not like the “death
chair” scenes. My patrons like thrills, but not
that kind. It has a fine cast. (Ulman’s Opera
House, Salisbury, Md.) 50%. July 9. A good
murder mystery picture that pleased but did not
draw well. (Arvada theatre, Arvada, Col.) 70%.
July 6. Just a doggone good little story. Far
better than the title implies. Not a draggy scene
and a lot of good ones. (Lyric theatre, Loudon,
Tenn.) April 18-19. Here is a picture that
slipped through on my contract at the very low-
est figure. As a murder and detective story it
is very good. There is no mystery to it, as the
crime is seen at the beginning but that holds the
audience. (Cozy theatre, Fayette, la.)

HEROES OF THE NIGHT, G, Cullen Landis,
Marion Nixon, Rex Lease, Wheeler Oakman, 7. —
35%. March 30-31-ApriI 1. This did not draw
them, although paper was good. Picture very
pleasing to those who saw it. Would class extra
good program picture. Not a special. (Star
theatre, Kimberly-Hazelton, Idaho.) 70%. June
29. The picture pleased. Story of two brothers,
one a policeman and the other a fireman, both in
love with the heroine, combined with the thrills
make a first-class program picture. Such is a
relief from the so-called “specials” offered by
some of the leading companies. (Ulman’s Opera
House, Salisburg, Md.)

HEY HEY COWBOY, U, Hoot Gibson, Nick

Cogley, Kathleen Key, 5 This one of Hoot is a

very good one, but not as good as the average.
Why put him in a picture when he does not fit?
Give him the right one and he will put them
over. (Amuse theatre. Hart, Mich.) May 26-27.
A good clean comedy Western with our old
standby. Hoot, better than ever. A good picture
for any day. Six reels. (Arvada theatre, Ar-
vada, Col.) 70%. May 20-21. Good Western
comedy drama, the kind our people rather fancy
these days. (S. T. theatre, Parker, S. D.) 100%.
April 30. Hoot Gibson is unquestionably my
biggest drawing card. Use the S. R. O. sign on
every one of his pictures and it doesn’t happen
with many others. "Hey Hey Cowboy” is not,
in my estimation. Hoot’s best picture. Never-
theless it will please every one of Hoot’s fans
and they will come again for more. (Princess

theatre, Buchanan, Mich.) 65%. June 11. Hoot
always draws the crowds for us. The kids nearly
raise the roof when Gibson comes to town. We
had a good house. (Liberty theatre, Walworth,
Wis.) A good average Western. Lots of com-
edy. (Majestic theatre, Homer, Mich.) 50%.
July 23. A good Western action picture. (Silver
Family theatre, Greenville, Mich.) 50%. A poor
name for a picture that was about up to the
Gibson standard but did not draw. A fair
amount of comedy by Slim Summerville keeps the
story from dragging. Plot does not amount to
much. Has some good riding in it. (Temple
theatre, Bellaire, O.) April 29-30. Another good
Gibson picture. Also better box office receipts on
this one, and it’s clean. (Cozy theatre, Fayette,
la.) 51%. August 26. Good Western comedy.
Seemed to please them all. (Grand theatre. Rain-
ier, Ore.)

HIGH HAT, FN, Ben Lyon, Mary Brian, 6.—
30%. April 13-14. Poor. Poorest Ben Lyon ever
run. Booked two days ; pulled off on second day.
(Home theatre. Oblong, 111.) 30%. Piece of

cheese. Just a poor program picture. Just a lot
of junk around a picture studio. Wasted efforts.
Can it. (Washington theatre, Quincy, III.) How
a concern as big as they are supposed to be can
release such a piece of junk is more than I can
figure out. — (Strand theatre, Humboldt, la.)
19%. August 1. Terrible. The worse we have
ever received from First National. (Grand the-
atre, Rainier, Ore.)

HILLS OF KENTUCKY, W, Rin Tin Tin,
Jason Robards, Dorothy Dwan, Tom Santschi,
Rin Tin Tin, Jr., Nanette, 6. — April 26-27. The
best Rin Tin Tin picture for a long, long time.
The story is perhaps not the best but the work of
the dog is better than his previous best. The
picture will please. (Strand theatre. Alma, Mich.)
85%. May 14-15. Oh boy, we 6ure packed them in
on this one. Rinty always goes over good for
us and this is one of his best- (Rose theatre.
Sumas, Wash.) 40%. Rin Tin Tin is not draw-
ing like he used to. Therefore, rental is too
much. But this is a good picture that pleased
the few who came. (Arvada theatre, Arvada.
Col.) Very good. Pleased my patrons. (A. M.
Leitch, Laurel, Neb.) 52%. April 20. Bad
weather killed the drawing power of this picture,
for the picture was certainly good. Where they
like Rinty this picture will be a knockout. (Ac-
cola’6 Bonham theatre. Prairie du Sac, Wis.)
100%. Booked this on short notice and had a
packed house. Better than average for Rin Tin
Tin. (Lyric theatre, Abilene, Kan.) 48%. June
25. A good dog picture and sure drew the busi-
ness. These Rin Tin Tin pictures are my only
moneymakers on the Warner contract. (Princess
theatre, Chilton, Wis.) 65%. June 19-20. Never
fail to have good house with this dog, and by the
comments I believe this one to be one of the best
of this dog’s pictures. (Cozy theatre, Duchesne,
Utah.) 70%. July 17. Very good Sunday pro-
gram with Rin Tin Tin. As good as the average
dog picture and seemed to please majority. Good
picture for hot weather. (Paramount theatre,
Wyoming. 111.) July 19-20. Here is a dandy
picture for the whole family. Drew extra good
and when they came out they stopped to tell me
what a wonderful smart dog Rin Tin Tin was.
It sure pleased and held up second night. (Ster-
ling theatre, Fairmont, Neb.) 90%. March 12-13.
Not as good as some of the other Rinty pictures,
but pleased about 80 per cent. (Scenic theatre,
Rolfe, la.) Better than most Rin Tin Tin’s, ex-
cept “The Night Cry.” Good action, scenery,
story. Cast good. (Capitol theatre. Hartley, la.)

HOTEL IMPERIAL, Par, Pola Negri, James
Hall, George Seigmann, Max Davidson, 7. — It’s
about time Pola Negri got a picture that she
could make into a good one. This picture was
well photographed and several patrons thought
it her best. The directors, too, should reap some
of the glory, for it seems as if Stiller goes best
with our foreign stars. (Kenwood theatre, Chi-
cago, 111.) March 15. Made another mistake.
This one is a special if there ever was one, and I
only played it one night. A wonderfully inter-
esting feature. (Reel Joy theatre. King City,
Cal.) 25%. May 9-10. That the box office re-
ceipts were small was no fault of the picture.
Monday night beginning with rain about theatre
time, it later turned into a tornado, while a few
miles away a cyclone was sweeping everything
before it into wreckage. "Hotel Imperial” is a
great picture drama with a cast so complete that
anyone of them might aspire to a star. That
"Hotel Imperial” is a great play, well produced
and superbly acted, cannot be denied. But if the
intention was to give Pola Negri a chance, there
is another coming to her. (Illinois theatre.
Metropolis, III.) 20%. April 24-25. The best
thing I have seen her in since the laundry burnt.
Comments very good. (Empress theatre, Akron,
la.) 30%. Some of my patrons eaid wonderful.
Some became so disgusted they walked out. Will
appeal to the highbrows, but the average movie-

18

BOX OFFICE RECORD SECTION OF October 22, 1927

goer will pass it up. (Manzanita theatre, Car-
mel, Cal.) This is less objectionable than most of
this star’s pictures, but her picture outside is
about the same as a measle sign for my box
office. (Grand theatre. Pierre, S. D.) 75%. May
11-12. This is a big picture, but will not go over
very strong in the small towns. It’s highly
dramatic but too foreign. Drew good business for
two nights. (Strand theatre, Paoli, Ind.) Just
an average program picture, sold as a special.
Business below normal. (Capitol theatre, Del-
phos, O.) April 14-15. Much the best thing this
star has done and the picture as a whole is above
the average. But I have got to write "ditto”
under the report of an exhibitor in the “Herald”
who said Pola Negri’s name in the front of the
theatre has about the same effect on business that
a measles card would have. (Strand theatre, Alma,
Mich.) 90%. Boys here is a picture. I have
played no better pictures this year than this one.
Fellows get behind it and boost it hard. If you
have an intelligent audience they’ll go wild over
it. (Postville theatre, Postville, la.) 84%. July
11. A very fine picture which did not please our
patrons. They do not want this kind of stuff, and
I can’t understand why the producers keep making
it. Give us American stories, and cut out the
foreign baloney. (Ingram’s theatre, Ashland,
Ala.) The best picture we have run with this
star. Patrons liked it and told us 60. A few
objected to the foreign atmosphere. (Cresco the-
atre, Cresco, la.) Not so good at the box office.
This star never did draw here. (Oxford theatre,
Oxford, O.)

I

IRISH HEARTS, W, May McAvoy, Jason Ro-
bards, Warner Richmond, Kathleen Key, Walter
Perry, Walter Rodgers, 5. — Not much of a picture.
Very weak plot. (Rex theatre. Park Falls, Wis.)
60%. August 27. A nice little picture that
pleased everybody. (Rose theatre. Sumac, Wash.)
A very ordinary picture. Some said very poor.
(Blende theatre, Benton, Wis.)

IS ZAT SO? F, George O’Brien, Edmund
Lowe, Kathryn Perry, Cyril Chadwick, Doris
Lloyd, Dione Ellis, Douglas Fairbanks, Jr., 7. —
August 1. This seemed to hit the popular fancy
of the folks here. It was well liked and proved
a very fair drawing card. Here is a picture that’s
easy to put over with little novel advertising, and
the title lends itself nicely for it. Plenty of
laughs, some romance and two pretty fair prize
fights. (Regent theatre, Indianola, Miss.) 20%.
September 1. We don’t think that there was a
person who saw this that was not pleased with
this picture. One of the best comedy features we
ever played. Play this. (Columbia theatre, Mor-
ganza, La.)

J

JIM THE CONQUEROR. Pathe-PDC, William
Boyd, Elinor Fair, Walter Long, Tully Marshall,
Tom Santschi, Marcelle Corday, 5. — 87%. A fairly
good picture. Not up to Boyd’s other productions,
but Boyd and Elinor Fair both do a very good
bit of acting. It’s a fair and simple Western.
Played January 9. (Accola's Bonham theatre.
Prairie du Sac, Wis.) June 3-4. Okay for any
theatre and especially good for last half of week
in small cities and towns. (Palace theatre, Ash-
land, O.) May 28. Good feature picture. (Palace
theatre, Mt. Pleasant. Tex.) 25%. An extra good
story that brought the lowest night’s business on
the second day we have ever had. Wish someone
would tell me why a etory like this with names
like Peter B. Kyne, William Boyd and a few
others failed to attract any attention. (Temple
theatre, Bellaire, O.) 75%. July 6. A good pic-

ture. Pleased all around. (Ro6e theatre, Sumas,
Wash.) 50%. July 8-9. Pretty good Western
that was different. (Cozy theatre, Duchesne.
Utah.) 58%. July 21-22. Big rain storm on
July 21, but at that it got people out. William
Boyd excellent. Everybody commented on this as
very good. (Arvada theatre, Arvada, Col.) 85%.
April 19-20. A very good picture for us. Boyd
has been popular since “Volga Boatman." Drew
all classes in town of 10,000 and pleased. (Ul-
man’s Opera House, Salisbury, Md.)

K

KING OF THE PACK, G, Peter the Great,
Charlotte Stevens, Robert Gordon, Vera Lewis,
Frank Brownlee, 7. — 53%. September 8. A story
of the Cumberland mountains country. Very rough
and actually horifying in a few places. The dog
is very clever. Would rate this one as fair only.
(Strand theatre, Paoli, Ind.) Not much to this
one. (Grand theatre, Breese, 111.) Fair dog pic-
ture. (Crystal theatre. Tombstone, Ariz.)

KISS IN A TAXI, A, Par, Bebe Daniels,
Chester Conklin, Douglas Gilmore, Henry Kolker,
Richard Tucker, 6. — 40%. June 5. Another good

picture spoiled by a poor title. People in small
town communities do not come to a show when a
title of this kind is shown on the billboard. (Lib-
erty theatre, Walworth, Wis.) 55%. July 20-21.
A French farce. Rather peppy for my patrons.
It’s good, however. (Strand theatre, Paoli, Ind.)
60%. May 25-26. This and "Miss Brewster’s
Millions’’ were not so good but if every star
did as well as Bebe does this would be a pleasant
business, indeed. You can’t make them all good,
but believe me you “hit the ball” as hard, if not
harder, than any other star. (Postville theatre,
Postville, la.) 31%. July 25. Dandy good com-
edy that pleased generally. (Grand theatre, Rain-
ier, Ore.) Splendid. If Bebe keeps up the pace
she has 6et in “A Kiss in a Taxi” and “Stranded
in Paris” she will soon lead the field. (Royal
theatre, Newark, Ark.) This is a fair picture.
Five minutes cutting would make it good. It en-
tertains all right and for those who can under-
stand the French code of ethics and morality it is
O. K. However, we have to deal with a lot of
people who do not care for French morals and
pictures should be made accordingly. (Grand
theatre, Pierre, S. D.) 50%. April 8-9. They
asked us an increase for Daniels in this group
and then they hand us a cheap slap-stick with
some risque situations suggested too darn plainly
for our crowd. (S. T. theatre, Parker, S. D.)
March 29-30. Will get by if Bebe is a drawing
card. Average picture. I think if this sister
does not get a good story pretty soon it’6 going
to be too bad for us boys using her stuff. (H. &
S. theatre, Chandler, Okla.) 25%. About the
poorest thing Miss Daniels has done. (Manzanita
theatre, Carmel, Cal.)

KNOCKOUT RILEY, Par, Richard Dix, Mary
Brian, Jack Renault, Harry Gribbon, Larry Mc-
Grath, 7. — 60%. June 4. A good Dix subject but
not near as entertaining as “The Quarterback.”
The prize fight was real good and pleased the men
patrons, but the women don’t care for this type
of entertainment, so it was far from a 100 per
cent pleaser. (American theatre, Wautoma, Wis.)
June 1. About one of the best of Paramount’s
since I began using their service, which was on
May 1, 1927. (Fairyland theatre. White Castle,
La.) 48%. May 11-12. Good picture with interest-
ing prize ring scene, so made as not to be at all
over-brutal, but the title kept them away. Those
that came, both ladies and gentlemen, were
pleased. (S. T. theatre. Parker, S. D.) 48%. May
5-6. A real sport special with Richard Dix, Mary
Brian and the rest of the cast excellent. While
it’s not a big box office picture for the small town,
it will please them immensely if you can get them
in. More men attended this than women, but
Music Week was the fault. Good clean picture
for any day and it should get lots of advertising,
as it’s a real one of its kind. (Arvada t heal re,
Arvada, Col.) 75%. August 7-8. This is a good
picture of the type. Satisfied about 50 per cent.
Star and cast fair. (Silver Family theatre, Green-
ville, Mich.) 60%. July 21. This is sure good.
The fight scenes are good and real with the kids
yelling for Dix. (Gem theatre. Greenriver, Utah.)
April 18-19. A very good picture of its kind, but
my patronage is not thick enough to follow in
droves for any particular line of sport, so my box
office suffered for two nighte. (Reel Joy theatre.
King City, Cal.) May 8-9. Here is another good
Dix. Business about 75 per cent on account of
rain and bad roads. (A. M. Leitch, Laurel, Neb.)
65%. Very good picture, for men. Does not draw
the women. Did only fair business. (Washington
& Orpheum theatres, Quincy, 111.) 45%. Any Dix
fan who has developed a dislike for him can surely
forgive him for any shortcomings after seeing
"Knockout Riley.” The best thing he has given
us in many moons. Not a box office wow because
feminine patrons do not care for this type of
picture. (Manzanita theatre, Carmel, Cal.) 60%.
This is one of Dix’s best pictures. This one has
a good story behind it. (Rialto theatre, Knoxville,
Tenn.) 40%. A great picture in the midst of an
industrial slump that kills all business. They
liked it immensely and Dix had his part down
fine. The fight was as well staged as any ever
done in the movies. (Temple theatre, Bellaire, O.)
15%. July 17-18. Sorry to say I failed to gross
film rental on this picture. Picture fairly good
but did not have the draw. Dix has no value in
my town. (Empress theatre, Akron, la.) 80%.
June 12-13. Very good attraction to very good
business. Action, comedy, pathos and withal a
good program but not a special attraction. Dix is
always good, but he needs better material. (Post-
ville theatre, Postville, la.) This is good entertain-
ment. Prize fight stuff is well done and Mary
Brian is the weak dog in the show. It seemed
that she was badly miscast in the part The show
is a good show and will please 90 per cent of
your fans. (Grand theatre, Pierre, S. D.) 76%.

July 4. One of Richard Dix’s best pictures this
year. An ideal picture for small towns and Ehould
go over big. Well liked here, and they’re certainly
hard to please. (Ingram’s theatre, Ashland, Ala.)

August 26-27. This one gave general satisfaction.
(Cresco theatre, Cresco, la.) 80%. August 7-8.
Very good Dix picture. (Community theatre, Min-
neota, Minn.) 31%. September 5. A good prize
fight story. Drew mostly male patrons. The ladies
stayed away. (Grand theatre. Rainier, Ore.)

LAND BEYOND THE LAW, THE, FN, Ken
Maynard, Billy Butts, Dorothy Dwan, Tom Sant-
schi, Noah Young, Gibson Gowland and Tarzan, 7.
— 75%. August 6. A good Western. Everybody
satisfied including the box office. (Rose theatre,
Sumas, Wash.) July 28-29. As usual, good. I con-
sider Maynard one of my best Western stars, if
First National gives him good stories and will
keep the hokum out of them. (Liberty theatre,
Condon, Ore.) 50%. July 16. Another good one
from First National with Ken Maynard and Tar-
zan, the horse with a human intelligence. This
fellow is equally as good a rider and stunt man
as any Western star on the screen. We haven’t
used enough of his pictures for him to be popular
here. If they continue to be as good in quality
no doubt attendance will improve. (Paramount
theatre, Wyoming, 111.) 95%. July 2. This boy

never lets up. Still going like a house afire and
gaining friends with every picture. Never played
a better series of pictures since I have been in the
business. (Ingram’s theatre, Ashland, Ala.) 50%.
August 27. Good Western but not as good as
other pictures released before this one. Just an
average Western. (Cozy theatre, Wagoner, Okla.)
22%. August 29. Another good one from May-
nard. Everyone pleased. Bad weather hurt busi-
ness. (Grand theatre, R'ainier, Ore.) July 22-23.
Good Western, as are all Maynard’s. (Bijou thea-
tre, Huron, S. D.) 100%. September 3. Extra

good. The boy that draws them and holds them.
More pictures of the Maynard variety would be a
big help to the little fellow. Buy it, advertise,
get the crowd and be happy. (Candor theatre.
Candor, N. Y.)

LAST TRAIL, THE, F, Tom Mix, Carmelita
Geraghty, William Davidson, Frank Hagney, 5. —
80%. April 10. Tom did it again. He has never
yet failed to drag them in for me. Lots of action
and comedy. Good for Sunday night. (Alamo
theatre. Plainfield. 111.) April 12-13. If there is
anything that will beat the Tom Mix-Zane Grey
combination for drawing purposes, I want to
know what it is. A dandy action picture with a
stage coach race that will keep ’em on the edge
of the seats. Tom’s fans were out in bunches to
see it. The young upstarts are pretty good, but it
still takes Tom to drag them in on the weak
nights. Long may he live and prosper. (Trags
theatre, Neillsville, Wis.) 80%. May 21. A good
story and Tom certainly makes it entertaining.
(Silver Family theatre, Greenville, Mich.) 42%.
June 17-18. Another good action picture from Mix
which pleased big Friday and Saturday crowds.
(Princess theatre, Chilton. Wis.) Very good out-
door drama. (Majestic theatre, Homer. Mich.)
A very good Zane Grey with Tom Mix. This is the
type that the Western fans like for Mix. Some-
thing with lots of action, and this one has it.
(Paramount theatre. Wyoming, 111.) 82%. August
5-6. My highest percentage for the season, thanks
to Tom Mix and Zane Grey, the winning combi-
nation. Plenty of action here, the kind of story
the Mix fans like. (Pastime theatre. Mason, Mich.)
75%. April 21-22. A Zane Grey story with all the
trimmings, plus a good print and paper. Lots of
action and beautiful scenery with good photog-
raphy. (Arvada theatre, Arvada, Col.) Good.
(Rex theatre, Bessemer, Mich.) 85%. February
27. Tom Mix comes back strong in this one and
it is a very entertaining he-man’s Western. Car-
melita Geraghty lent a helping hand, and a real
capable hand, too. If Tom was ever okay with
you, you are safe in showing this one. It’s better
than Tom’s last few have been. (Accola’s Bon-
ham theatre, Prairie du Sac, Wis.) 80%. March
26. One of the best Tom Mix pictures I have ever
played. The actions in fact are thrilling. My
patrons just ate it up. (Electric theatre, Cald-
well, Kan.) About an average Mix, which pleased
as usual, though in rather reduced numbers. (Pal-
ace theatre, McGhee. Ark.)

LAZY LIGHTNING, U, Art Acord, 5 80%.

April 18. A very good Western for those who
enjoy that type of picture. Art has a very sub-
stantial following here and this picture compares
very well with his others. (Princess theatre, Buc-
hanan, Mich.) 31%. April 1. A good Western
with an appealing story enjoyed by all who saw
it. (Grand theatre, Rainier, Ore.)

LET IT RAIN, Par, Douglas MacLean, Shirley
Mason, Frank Campeau, Lincoln Stedman, Lee
Shumway, 6. — August 12-13. All comments were
good on this and several asked for more on the
same general line. The first hit this star has
registered here for a long time. (Cresco theatre,
Cresco, la.) Here is a dandy. Almost as good as
“We’re in the Navy Now.” (Royal theatre, New-
ark, Ark.) 23%. May 25. A peach. Pleased

yf ll the Romance and Adventure
of the Eternal West in

Interpreted by these
Great Western Stars

BUFFALO BILL, Jr.
a real son of the saddle,
formerly with Sells-Floto
Wild West Show, in 8

WALLY WALES
Prince of the
Plains, in 8

LEO MALONEY
a great star in a
class by himself,
in 4

DON COLEMAN
world’s champion
bronco buster, in 8

JACK DONOVAN
a real hero of the
west, in 2

BUDDY ROOSEVELT
the college-bred
cowboy, in 2

JACK PADJAN
a big, two-fisted
he man, in 3

- an absolute sure-fire
bet that no exhibitor
can afford to pass up

de mille Studio pictures - pathe news

Pathe Exchange, Inc.

PATHE WESTERNS - PATH^SERIAIS - PATHECOMEDIES

Pathe westerns

20

BOX OFFICE RECORD SECTION OF October 22, 1927

patrons better than “We’re in the Navy Now” for
the reason that they were not expecting as much.
Best MacLean for a long time. (Crystal theatre,
Silver Creek, Neb.) An excellent comedy drama.
The color scenes near end give it high class touch.
I think this picture should appeal to everybody
100 per cent. (Capitol theatre, Delphos, O.) 33%.
June 20. A dandy comedy. Pleased all. Some
said better than “We’re in the Navy Now.”
(Grand theatre, Ranier, Ore.) 60%. Pretty good
good comedy drama with lots of clever things and
as entertaining a picture as you would want.
Shirley Mason is wonderful in this and helped the
picture. Good for any house most any time. (Tem-
ple theatre, Bellaire, O.) 72%. May 27-28. Just a
good little picture with nothing to lift it out of
the ordinary. That is the trouble with Para-
mount’s current program. The comedies are en-
tirely too light. I’ve seen worse and I’ve seen
better. Douglas has a very nice personality and
that is a big help to him in putting “Let It Rain”
over. (Postville theatre, Postville, la.) 59%. July
9. This is a dandy comedy drama. Packs lots of
laughs. The best MacLean shown for a long time.
The kind you like to show. Fun, but clean fun.
(Community House, Greenwood, Ind.) This is one
that you can’t go wrong on. It was picked as the
Blue Ribbon special for a month in Texas for the
best entertainment for the month. Mr. MacLean
sure does his stuff on this one. It is a good com-
edy that pleases all. (Palace theatre. Meridian,
Tex.) 25%. Played this on Friday and Saturday
to very poor business. On Sunday following Dallas
News came out announcing that this picture had
been awarded the Blue Ribbon by Texas M. P.
T. O., but publicity came too late to do me any
good, as I had already played the picture. I think
it by far the best thing that MacLean has ever
done, and Shirley Mason seems to be her old self
in this picture. (Grand and Gem theatres. Cooper,
Tex.) 40%. March 23-24. A knockout comedy
but failed to draw them in. (Capitol and Majestic
theatres, Paragould, Ark.) 75%. April 10-11. We
let it rain all right, and still did a good business,
but if the rainstorm had not come on this picture
it would have been S. R. O. This is sure a good
picture, with the entire cast great. You can boost
this one highly. (Arvada theatre, Arvada, Col.)
April 7-8. Here is a pippin. You can promise
them a lot of wonderful entertainment and deliver.
It has a lot of thrilling melodrama, as well as
excellent comedy. (Strand theatre, Alma, Mich.)
40%. Gave good satisfaction. (Silver Family thea-
tre, Greenville, Mich.) 80%. March 6. Wonder-
fully good tale of the Marines during period in
which they were set to guard our mail trains.
MacLean’s best since he has been with Paramount.
(S. T. theatre, Parker, S. D.) March 3. Another
knockout comedy. Made a mistake in playing this
only one day. Pleased all who were in to see it
and created quite a lot of favorable comment.
(Reel Joy theatre. King City, Cal.) The best pic-
ture this star has made to date. MacLean is not
much of a drawing card, so nearly every picture
he made was a flop. This picture pleased 75 per
cent. (Royal theatre, Gabon, O.) 75%. September
9. Seemed to go good here. Got plenty of laughs.
(Colonial theatre, Astoria, 111.) 50%. September

7. A good comedy program picture. (Silver Family
theatre, Greenville, Mich.) Very good light com-
edy. (Wade H. Kerr, Spiceland, Ind.)

LIGHTNING LARIATS, FBO, Tom Tyler,
Frankie Darro, Dorothy Dwan, Ruby Blaine, Fred
Holmes, 5. — 92%. This drew extra well and
pleased. This fellow Tyler, with the boy Frankie
and the dog “Beans,” is a good drawing card.
(Rialto theatre, Knoxville, Tenn.) A good West-
ern. Tom and his pals are always a good drawing
card here, especially for children, but worth what
you pay for it. (Scenic theatre, Tyler, Minn.)
April 16. Supported by his cute gang, also a good
leading lady, Dorothy Dwan. (Arvada theatre,
Arvada, Col.) August 16. A very good Western
that will please most any audience. (Strand thea-
tre, Griswold, la.) 50%. August 19-20. Another
good Tyler picture that pleased nearly everyone.
Played two nights to good houses and made some
money. (Cozy theatre, Lamont, Okla.)

LITTLE ADVENTURESS, THE, Pathe-PDC,
Vera Reynolds, 5.-15%. August 25. A good pro-
gram picture. (Silver Family theatre, Greenville,
Mich.) September 8-9-10. Very good light enter-
tainment. Miss Reynolds and entire cast satisfac-
tory. (Palace theatre, Ashland, O.)

LOCO LUCK, Art Acord, 5.-34%. May 13.
Good program Western. Fans all 6eemed to enjoy
it. (Grand theatre. Rainier, Ore.) 74%. The pic-
ture satisfied most everyone. This picture will
please most any class audience. (Manchester Hall,
Manchester, Wis.)

LONDON, Par, Dorothy Gish, 6. — 20%. A fair
picture but an exhibitor must have a clientele
suited to such or he will be the loser. (Manzanita
theatre, Carmel, Cal.) May 10-11. Contrary to
the majority of other reports, this picture pleased

Key to

Abbreviations

Arrow

(A)

Associated Exhibitors ....

....(AE)

Chadwick

(Ch)

Columbia

....(Col)

FBO

..(FBO)

First National

....(FN)

Fox

....(Fox)

Gotham

(G)

Independent

....(Ind)

Metro-Goldwyn-Mayer

..(MGM)

Paramount

....(Par)

Pathe

(P)

Preferred

(Pf)

Principal

(Pr)

Producers Distributing Corp...(PDC)

Rayart

State Rights

(SR)

Sterling

(St)

Sunset

. (Sunset)

Tiffany

(T)

Truart

United Artists

....(UA)

Universal

Vitagraph

.... (Vit)

Warner Bros

(W)

Numerals indicate length of picture in

footage or reels. The dates

are those

on which pictures were played, while

the percentages represent

the gross

business as compared with the record

gross of the house.

here and personally thought it a good program
offering. (Empress theatre, Akron, la.) 40%.
July 13. A Limehouse story that pleased more
than we thought it would. Not a box office title.
(Arvada theatre, Arvada, Col.) March 22-23.
Awful. Paramount spends millions to standardize
their trademark and then put it on a picture like
this. Is that good business ? If they had to buy
this picture for some reason we do not know, they
would be money and prestige and goodwill ahead
to put it on the shelf and forget it. (Strand thea-
tre, Alma, Mich.) 81%. September 10. A Lime-
house story of London. Fair only. British charac-
ters mean nothing here a.-' they don’t savvy them.
(Strand theatre, Paoli, Ind.)

LONG LOOP ON THE PECOS, Pathe-PDC,
Leo Maloney, 6. — 94%. May 7. A corking good
Western with a good star. I have found this series
of Westerns to be as good as any on the market,
and they can be bought right. (Ingram’s theatre,
Ashland, Ala.) June 18. One of the best Maloneys
I ever played. (Trags theatre, Neills ville, Wis.)
Good Western, good for week days ; not so good
for Sunday. (Scenic theatre, Tyler, Minn.)

LONG PANTS, FN, Harry Langdon, Gladys
Brockwell, A1 Roscoe, Alma Bennett, Frankie
Darro, Priscilla Bonner, 7. — 24%. One big piece
of cheese that patrons walked out on. (City
theatre, Vermillion, S. D.) Fair comedy drama
that failed to do much business. They don’t seem
to care much for Langdon. (Majestic theatre,
Homer, Mich.) This star puts crepe on the box
office. He just won’t draw the crowds and will
not please what few stragglers do venture in.
This is just about as poor an attraction as you
can get outside of “The Strong Man.” (Para-
mount theatre, Wyoming, 111.) 7ft%. April 21.

Best Langdon comedy so far. Chuck full of good
comedy spice and good homey story, just what the
masses want. (Washington theatre, Quincy, 111.)
Outside of Harry Langdon’s expressions and good
acting, absolutely nothing to the picture. Many
adverse criticisms. Some liked it. Don’t pay
much for it. It’s only medium program. (Capi-
tol theatre. Hartley, la.) 25%. If Harry makes
another one like this we won’t wish him any
bad luck, but hope he breaks a leg in the first
reel. No sense, no story, no nothing. (Liberty
theatre, Tremonton, Utah.) Not a laugh in it.
Absolutely rotten. Langdon is a failure with me
in his long comedies. Used to be fair in two
reelers. (Dixie theatre, Russellville, Ky.) 70%.
July 2. A good comedy, but it lacks a lot of
having the laughs that were in “The Strong Man.”
(Princess theatre, Buchanan, Mich.) Many pa-
trons said "Long Pants” was the worst picture
we have ever shown. Personally consider it a very
poor feature. Would be good as a short comedy.
Business very poor. (Pollard theatre, Guthrie,

Okla.) You can go back to two reelers any time
you want to, Harry. You mean less than nothing
here in features. (Reel Joy theatre. King City,
Cal.)

LOST AT THE FRONT, FN, Charlie Murray,
George Sidney, Natalie Kingston, John Kolb, Max
Asher, Brooks Benedict, Ed Brady, Harry Lip-
man, Nina Romano, 6. — July 18-19. A riot of
laughs. I highly approve of this practice of First
National in confining their pictures to six reel
lengths. This didn’t have any waste footage and
piled up an unusually high total of laughs. Not a
Sunday picture if you are troubled with a very
strict bunch, but it’s there as a laugh getter and
how! (Mission theatre, Menard, Tex.) 75%.
August 21-22. This is a very funny picture.
Could not expect anything else with “Murray and
Sidney” in cast. (Silver Family theatre, Green-
ville, Mich.)

LOV E OF SUNYA, THE, UA, Gloria Swanson,
John Boles, Anders Randolph, Hugh Miller, Ian
Keith, Pauline Garon, 7. — July 21. Very good
picture. Miss Swanson does some very good act-
ing in this one. Had a good crowd. (Theatorium,
Emlenton, Pa.) This picture well pleased the bet-
ter class, but it did not draw big for me. Will
please in larger towns. (Rich theatre, Montpelier,
Idaho.) 30%. July 25-26. A fine picture and
pleased most every one, but only got a few out
to see it. They don’t appreciate pictures of this
class hex-e so we just can’t get them out. Played
two nights to small houses and did only about
half enough to pay expenses. (Cozy theatre,
Lamont, Okla.)

LOVERS, MGM, Ramon Novarro, Alice Terry,
George K. Arthur, Roy D’Arcy, Holmes Herbert,
John Miljan, 5. — 60%. August 17-18. Played this
with a tentshow in town and had good patronage.
It is better than average. My lady patrons fall
hard for Novarro. (Grand theatre. Story City,
la.) August 28-29. After i-eading a pair of ad-
verse reports on this one, we were surprised at the
many favorable comments received from our pa-
trons. The box office statement shows it as a fair
Sunday-Monday offering. (Creseo theatre, Cresco,
la.) 40%. June 4. A very good picture but my
patronage did not seem to like this one so well.
(Dante theatre, Dante, Va.) 51%. June 3. Good
story which appealed to the better class patrons.
(Grand theatre. Rainier, Ore.) 40%. July 8.
Did not draw, and was not well taken by our pa-
ti-ons. — M. W. A. Movies, Opera House, Bxocket,
N. D.) 'This pleased most of the fan crowd, with
beautiful Alice Terry playing with Ramon. I’d
say play it to those who like romance sugar
coated. (Regent theatre, Indianola, Miss.) 10%.
April 24. Absolutely not in line with his previous
pictures. Goodbye, Ramon. I think they are go-
ing to kill you with nothing. That’s what I think
of this picture. Metro sure got me on this one.
Well, once too often, that’s all. (Royal theatre,
Kimball, S. D.) A good program picture but no
special. The title kept people away. Weak plot.
(Rex theatre. Park Falls, Wis.)

LOVE’S GREATEST MISTAKE, Par, Evelyn
Brent, William Powell, James Hall, Josephine
Dunn, Frank Morgan, Iris Gray, Betty Byrne, 6.
- — 52%. May 2-3. Should have been labeled “Para-
mount’s Greatest Mistake” as that would be a
more fitting title for it. I tried to cancel this
one after what Grandpa Jenkins said about it in
"His Colyum” but was unable to do so. Abso-
lutely rotten. Don’t play it if you can pay for
it and leave it. (Ingram’s theatre, Ashland, Ala.)
May 5-6. A fair average picture, or possibly a
little better than that. A bath room scene dragged
in by the ears with no bearing whatever on the
story. What has come over Paramount lately ?
They have always averaged high on the cleanness
of their pi-oduct, but lately have had a number of
pictures containing questionable scenes and sub-
titles. (Strand theatre, Alma, Mich.) Another
of Paramount’s oversold flops. Just an average
program pictui-e. (Capitol theatre, Delphos, O.)
This is a fair picture. (Grand theatre, Pierre,
S. D.) 20%. Just fair and of the pi’ogram class.

(Manzanita theatre, Carmel, Cal.) 45%. July
20-21. A great deal better picture than one would
think with that title. (Cozy theatre, Duchesne,
Utah.)

LOVE THRILL, THE, U, Laura LaPlante, Tom
Moore, Bryant Washburn, Jocelyn Lee, Arthur
Hoyt, Nat Carr, Charles F. Smiles, 6. — June 20-21.

Not a bad picture but nothing at all to it for us.
Drawing power nil. Don’t mistake me, nothing
wrong with it, just a weak program picture that
was not worth what we paid for it or the two
days we gave to it. One day at a cheap price
it would be okay. (Mission theatre, Menard,
Tex.) 25%. July 7. A good pleasing entertain-
ment. (Silver Family theatre, Gi'eenville, Mich.)

LURE OF THE NIGHT CLUB, FBO, Viola
Dana, Robert Ellis, 6. — 40%. July 20. Not as
good as her first releases. Weak and very little
comedy in it. (Arvada theatre, Arvada, Col.)

October 22, 1927

EXHIBITORS HERALD

21

Ran this on our “2 for 1” night. Fair picture
with an unusual ending. (Creseo theatre, Cresco,
la.)

MAGIC GARDEN, THE, FBO, Margaret Morris,
Philip De Lacey, Raymond Keane, Charles Clary,
William V. Mong, Paulette Duval, Hedda Hopper,
7.' — 100%. April 17-18. Played this Easter Sun-
day and Monday and it 6eemed as though every-
body turned out to see it. A beautiful love story
enacted by a good cast. Clean picture that the
whole family can go to see. (Arvada theatre,
Arvada, Col.) 100%. March 21-22. A wonderful
box office attraction. Entertainment value fair.
(Scenic theatre, Rolfe, la.) 80%. April 14. This
Gene Stratton Porter story made a wonderfully
appealing picture. The little girl and boy in the
first part of this one by far the best juvenile
actors I have ever seen on stage or screen. Mar-
garet Morris gave a fine interpretation of her
role. The photography was exceptional, some of
the out-door shots being magnificent. (Strand
theatre, Paoli, Ind.) April 20-21. This is one of
the prettiest pictures we have run. The garden
scenes are wonderful. We had a very 6tormy
night for the first night and not much crowd,
but the second night a full house. Took in al-
most as much as we did on Thanksgiving and
Christmas nights, and a third more than on
“Laddie.” Everyone pleased and a number said it
was the best we had ever run, so you exhibitors
who haven’t it booked had better hurry and get
it while it is new. (Boynton theatre, Boyton,
Okla.) 75%. April 6-7. Nice picture in every
way. Not a great deal of action or comedy, but
one that will please nearly all. (S. T. theatre,
Parker, S. D.) An exceedingly gripping drama
that pleased almost 100 per cent. More good
comments on this than any picture run lately.
Drawing power very good, but business hurt for
me by heavy storm. (Pollard theatre, Guthrie,
Okla.) 71%. August 6. A Gene Stratton-Porter
story presented to the screen in a beautiful man-
ner. Interesting, wholesome, no need of any
villians, a charming story magnificently photo-
graphed. (Community House, Greenwood, Ind.)
August 5-6. This will bring you new people. Had
more favorable comments on this picture than on
any I ever played, although it’s a very simple
little picture that pleases ladies only. (Bijou the-
atre, Conway, N. H.) 99%. March 22-23. Equal

to the Gene Stratton Porter standard, and a fine
picture, especially photographically. Acting is
fine, and we are hoping the best of Raymond
Keane in the future. Satisfied with this. (UI-

man’s Opera House. Salisbury, Me.) 90%. A

great cast and an excellent picture. Mrs. Strat-
ton-Porter’s pictures are well liked by our pa-
trons, and especially this one seemed to take

better than any other of her older stories. (S.

of N. theatre, Ambrose, N. D.) A very good
production. Has had many favorable comments.
(Majestic theatre, Homer, Mich.) Very good.
Drew for us the second night. Had people who
do not make a practice of attending picture shows.
(Strand theatre, Valparaiso, Neb.) 75%. May
24-25. A picture any exhibitor can be proud to
run and advertise. Fine scenery with a clean
film. (Sun theatre, Sargent, Neb.) May 16-17.
A nice clean picture that will draw and please
people who never attend movies much, but the
poorest Gene Stratton Porter picture to date.
Would call it a mighty fine story for girls. (Cozy
theatre, Fayette, la.) 75%. June 11-12. A very
nice picture with wonderful scenes, and a very
nice love story commencing at childhood. (Alert
theatre, Steuben, Wis.) 40%. June 20-21.
Pleased every woman present. No business on
account of miners’ strike. (Strand theatre, Paris,
Ark.) 80%. Everyone in the cast deserves to be
called a star. A perfectly cast picture. Just too
beautiful for words. This picture should make
money even though Gene Stratton-Porter’s name
didn’t give it the extra drawing power it usually
does. Everyone raves over Raymond Keane. (Pal-
ace theatre, Rockmart, Ga.) 100%. June 20-21.
Very good. (Liberty theatre. Weeping Water,
Neb.) 20%. July 15. Wonderful picture. Did
not draw on account of the weather, exceptionally
hot. I’ll advise exhibitors to play this one if
you haven’t. (Maplewood theatre, Maplewood,
Mass.) July 24-25. Beautifully done. Its draw-
ing power will surprise you. Even against a dizzy
roadshow I packed ’em in. (Trags theatre,
Neillsville, Wis.) A beautiful picture liked by
all. Will make new friends and draw new peo-
ple. (Lyric theatre, Ellendale, N. D.) July 19-20.
Another Gene Stratton Porter that drew good and
pleased. Certainly a wonderful picture. (Sterling
theatre, Fairmont, Neb.) 98%. March 2. Here
is a picture. Leo Meehan has created a master-
piece, in casting, acting, and scenically. We had
a packed house and the picture pleased all. Here
is one to show. Advertise the story. Gene Strat-
ton Porter’s name is a big drawing power and
the director doesn’t murder her stuff, as so many
directors do. Margaret Morris does her part in a
highly creditable manner. You can’t go wrong,
for this is the dearest, most entertaining picture

we have had the pleasure of showing in a long
time. (Aceola’s Bonham theatre. Prairie du Sac,
Wis.) 60%. March 6-7. Another fine production
from a Gene Stratton Porter story. Satisfied and
did a very nice business. (Empress theatre,
Akron, la. 60%. February 23-24. This is a
woman’s picture and oh how they liked it, but the
men could not see anything good in it. It’s a
sweet story, beautifully told, and some of the
camera shots are wonderful. Don’t fail to run it
and advertise it. It draws like a mustard plaster,
and you’ll have kicks only from a few rough-
necks, and thanks from all the girls, both old and
young. (Oi^heum theatre, Harrisburg, 111.)

MAN BAIT, Pathe-PDC, Marie Prevost, Ken-
neth Thomson, Douglas Fairbanks, Jr., Louis
Natheaux, Eddie Gribbon, Betty Francisco, 6. —
20%. A very good, clean comedy-drama that
failed to draw the regular comers. Pleased all
who saw it. (Manzanita theatre, Carmel, Cal.)
40%. April 14-15-16. Not a special. Ordinary
light comedy. Farcical picture with no drawing
power. Will please majority. (Star theatre,
Kimberly-Hazelton, Idaho.) 30%. Should be
called “exhibitors’ bait.” Just another can of
fillum. Better give Marie a chance or she’s a has
been. (Lyric theatre, Abilene, Kan.) April 28-29.
Good little picture. Not a feature. (Mission
theatre. Mission, Tex.) Excellent comedy. Sure
got the audience in good humor. (Brooklyn the-
atre, Detroit, Mich.) 25%. July 6-7. A fairly
amusing comedy drama with a plot that has been
done many times. (Princess theatre, Chilton,
Wis.) July 16. Clever star in good picture.
(Palace theatre, Mt. Pleasant, Tex.) 53%. April
2. Snappy, fast and comical. Subtitles were
slangy but it made them laugh on every one of
them. This picture will please all classes. Played
one day to good house. Too much rental for a
one day run in this small town. (Arvada theatre,
Arvada, Col.) March 28-29. Above the average
program picture. Our customers liked it and
came out and told us. (Palace theatre, Ashland.
O.) A dandy little picture that pleased a Satur-
day night crowd. All of Producers’ have been
good so far and this company sure treats you
right. (Dixie theatre, Russellville, Ky.) April
15. Just an ordinary program offering. (Lyric
theatre, Abilene, Kan.)

MAN FROM HARDPAN, THE, Pathe.-PDC,
Leo Maloney, 6. — 98%. July 16. Like all the
other Maloneys this was a good Western subject.
This series is just as good as any of the West-
ern pictures on the market today, and a whole
lot better than most of them. Can be bought
right and they will make you some money. Don’t
be afraid of this one. (Ingram’s theatre, Ash-
land, Ala.) This is a good one and will please
most of your patrons. Have played four Maloney’s
and have yet to find a bad one. (Liberty theatre,
Franklin, Ky.)

MAN POWER, Par, Richard Dix, Mary Brian,
Philip Strange, Oscar Smith, 6 70%. July 14-15.

Can’t say this is Mr. Dix’s best but it was a nice
picture for the average patron and a good 6ummer
attraction. Mary Brian very good as the girl and
of course to my notion Dix can’t be beat. (Ar-
vada theater, Arvada, Col.) This is built on the
order of the picture Wallace Reid made several
years ago in which he saves the dam by using a
Mack truck, except Richard uses a big cater-
pillar tractor. There is a good deal of comedy,
lots of delightful romantic scenes and two reels
of Richard driving the tractor through mud, mire,
over trees and hills to reach the dam in time to
save the people in the valley. It'6 entertainment,
and that’s what they want. They liked it here.
(Regent theatre, Indianola, Miss.) August 10-11.
Good show, but I for one hope that Paramount
does not continue putting Dix in Wallace Reid
re-issues. Entirely too many comments and ques-
tions relative to Reid’s “What’s Your Hurry” of
four or five years ago. But it’s good entertain-
ment, don’t mistake me. (Mission theatre, Menard,
Tex.) 60%. We were surprised with this one
after reading a few reports not favorable. Our
patrons liked it. (Cresco theatre, Cresco, la.)
A good picture every one will enjoy. Won’t stand
advance in admission. (Alcazar theatre, Dothan,
Ala.) 70%. July 23. A fine program picture.
Done fine business on this. Good for any night.
(Scenic theatre, Tyler, Minn.) 84%. July 31.
Our patrons thought this was good. A typical
Dix, patterned somewhat on the old Wallace Reid
style. (S. T. theatre, Parker, S. D.) 65%. Sep-

tember 9-10. The best picture in which Richard
Dix has played as yet. This play is cleverly con-
structed and every detail is worked up to, its
highest climax without being overdrawn. (Illinois
theatre, Metropolis, 111.)

MARRIAGE, F, Virginia Valli, Allan Durant,
Gladys McConnell, Lawford Davidson, Donald
Stewart, 5. — 55%. Just a fair picture. Not near
as good as Virginia Valli is capable of making.
Business only fair. (Walnut theatre, Lawrence-
burg, Ind.) This picture is no recommendation
for marriage either way. The married and un-

married patrons were agreed on that. Fox, like
Warner’s, can put out terrible pictures consist-
ently. If they do have a good picture it’s a bang
up and a special. (Kenwood theatre, Chicago,
111.) Very good picture, acting good and good
story. Title a little misleading. (Rex theatre.
Park Falls, Wis.) 71%. March 8. A good story
and V. V. does what she does very well, but who
was the director to let her wear such goofy
clothes ? Not up to the standard Fox has been
setting, from the production standpoint. The
story was good, titles were consistent throughout,
photography very good, paper and slide poor.
There is not a suggestive scene in it. (Accola’s
Bonham theatre, Prairie du Sac, Was.) Good pic-
ture but not for Saturday nights in small towns.
You won’t miss a thing by not playing this.
(Princess theatre, Danforth, Me.)

MATINEE LADIES, W, May McAvoy, Malcolm
MacGregor, Hedda Hopper, Margaret Seddon,
Richard Tucker, Cissy Fitzgerald, 6. — Nothing very
big. When I bought the Warner 1927 product they
told me that the twenty-six were all specials and
I paid a big price. I found that after that they
came out with “Don Juan” and “The Better ’Ole,”
which bought at a still higher price. If I knew
this, would not pay any more than the common
program prices for the twenty-six and not near so
much for “Don Juan” and “The Better ’Ole.” But
they got me once more. I cannot brag about
Warner Brothers’ product 60 far. (Opera House,
Hilbert, Wis.) Here is another dandy little pic-
ture that will click at the box office. Well made,
well directed and a great star. (Legion theatre,
Marshalltown, la.) 50%. May 21. All about
grownup ladies running wild. Pleased. (Arvada
theatre, Arvada, Col.) Fairly entertaining, but
nothing to get excited about. Really just a pro-
gram picture. (Lyric theatre, Abilene, Kan.)
65%. Well balanced entertainment. Not a special
but will please. (Gem theatre, Edmond, Okla.)
An ordinary picture. Not good for young people.
(Bijou theatre, Greenville, S. C.)

McFADDEN’S FLATS, FN, Charlie Murray,
Chester Conklin, Edna Murphy, Larry Kent, De-
Witt Jennings, Dorothy Dwan, Cissy Fitzgerald,
Dot Farley, 8. — 30%. May 6-7. Rating no fault
of picture, as that is among the best I have ever
played. Friday night fair crowd and all set for a
record-breaking crowd, as roads and weather con-
ditions were good until about 6 :30, when the worst
storm we have had for a long time broke and
lasted until 8 :30. Run show after that to a very
small bunch. (Opera House, Bunker Hill, 111.) A
good comedy but it didn’t seem to draw for me.
I think I ran it too soon. They didn’t seem to
know what to look for, as it hadn’t been run any-
where near here. (Family theatre. Friend, Neb.)
May 25. Here is a l’eal good picture with a fine
cast, but not made to order for my patrons, as I
grossed $7.90, I really have no kick coming, or, if
I had just consider me well kicked. The flood
menace, which threatens to become a reality, is
responsible, while a deep-seated aversion to any
comedy among my grownups is another factor in
this munificent gross. Good picture, though, if
not good to me. (Victory theatre, Napoleonville,
La.) An excellent comedy that keeps one in good
humor throughout. Way oversold to me, with re-
sult that I lost money. Buy it, but buy it right.
(Capitol theatre, Delphos, O.) 60%. July 3-4.

This picture is great. Two of the best comedians
that ever lived. Gave 100 per cent satisfaction.
(Silver Family theatre, Greenville, Mich.) Gave
entire satisfaction. Played three days to excellent
business. (Brooklyn theatre, Detroit, Mich.) July
12-13. Don’t pass this one. It's very good and
should please anywhere. (Liberty theatre, Chap-
man, Kan.) June 15. Corking good comedy that
we used to open new theatre. Picked it because
I thought it would please all types of picture
lovers regardless of what their pet kind of film
might be. It did not cause a riot but did do what
I hoped it would. To be honest about it, can’t see
where it is worth special price in this part of the
world. (Mission theatre, Menard, Tex.) 80%. July
10-11. Paid entirely too much for this one, con-
sidering the amount taken in at the box office.
Although it was a real good comedy, it is not
worth the extra amount of film rental that you
have to pay for it. This one should please 100 per
cent if you can get them inside. (Paramount
theatre, Wyoming, 111.) When these two babies
get together there is always something doing, both
at the box office and on the screen. A knockout
that pleased everybody. Good business. (Diamond
theatre. Lake Odessa, Mich.) June 3-4. A good
clean picture. Pleased all. Had a very good crowd
second night. (Theatorium, Emlenton, Pa.) 70%.
The best comedy Murray has made, but did not
draw as well as it should. (Oxford theatre, Ox-
ford, O.) August 27. A real good comedy that
makes them laugh good and loud. (Bijou theatre,
Conway, N. H.) 85%. July 29-30. Murray and

Conklin make a great comedy team. Don’t pass
this up. (Community theatre, Minneota, Minn.)

22

BOX OFFICE RECORD SECTION OF October 22, 1927

The Win

THE EXHIBITORS]
DAILY REVIEW SAYS:

The playing and “plugging” of
short subjects looks like the way
out for the immediate future. Few
exhibitors have ever tried to get
patrons into their houses by real-
ly selling them comedies, news-
reels and novelties. And it is an
everlasting cinch that a policy
which would make the shorts
pull all they were worth would
add many a dollar . ♦ . .

onaj.'

Hunting the “way out” is the chief occupation
of all theatre minds today. All other problems pale
beside the task of finding the “way out” of the
showman’s dilemma — where he finds the cost of
his shows growing so great it leaves little chance
for profit. Largely due to the “presentation” craze,
of course, with other mounting costs added.

There are two avenues of approach to the solu-
tion. Cut the cost of the show. Or make more
money out of it; get “added profit” somewhere i
down the line of your program. A saner attitude i
on “presentations” would help many theatres to
accomplish the first object. Quality Short Features
can be used by almost any theatre in the country
to accomplish the second. Because there are mighty
few that have played them up to the limit of their
drawing power.

Exploiting Short Features is not a “once over
and gone” proposition. It builds for steadily in-
creasing profits, because of their “cumulative value.”

Pick Recognized Brands

Of course, you first have to select Short Features
that justify the exploitation in their quality. Pick
the brands that really are recognized . For more
than seven years Educational Pictures have been
known and recognized by the public. They are
entertainment that has never let down; they are
backed by national advertising that has never let
up. Over all this period there has been a steady
increase in the number of theatres showing them
and the number of people enjoying them. There

“THE SPICE OFTHE PROGRAM"

October 22, 1927

EXHIBITORS HERALD

23

OUT!

i— — *

is no way you can be surer of recognition for your
Short Features than to get them from the one
company that for years has specialized in them —
that still has no other object than to give you the
best in Short Features, backed by support that will
help them to make the best added profit for you*

Tune in on these profit-builders

Try a “Big Boy” — Juvenile Comedies-Har-
monica Playing Contest in connection with your
next “Big Boy” picture* Your Educational Ex-
change will help you. The prizes and accessories
are FREE. And the “cumulative value” will come
back to you every time this boy comedy wonder
comes to your screen.

Use lobby displays and newspaper space to tell
your public about Lupino Lane and Dorothy
Devore — the fastest rising man comedy star of the
day and the only girl starring with her own com-
pany in two-reel comedies. Mere mention of Lloyd
Hamilton’s name will bring in many extra dollars.
Kinograms will bring them in at every show if you
get behind this news reel right. And so will all
the other groups in Educational’s great line-up.

Educational Pictures point the “way out” — the
way to added profits — with no extra cost but a
comparative trifle in cash and a little effort spent
in “plugging” them.

PRESIDENT

EDUCATIONAL FILM EXCHANGES, Inc.

Member, Motion Picture Producers
and Distributors of America, Inc.

Will H. Hays, President.

AND THE FILM
DAILY REMARKS:

Short subject producers are turn-
ing out several recognized brands
of comedies. A release reaches a
theatre every four or five weeks.
To us this constitutes a backbone
service which the alert showman
can use to his advantage. There
is a cumulative value in brand
names.

24

BOX OFFICE RECORD SECTION OF October 22, 1927

This was a humdinger. I have not footed up the
damage yet. (Community theatre, David City,
Neb.) Here is a real comedy drama. It will do
you good to play it. They will all like it. (Oxford
theatre, Oxford, O.) March 10. This is the prize
comedy production of the year. It has gobs of
entertainment, and it’s clean as a whistle, with
the exception of one scene during the parade of
the hod carriers' convention. This did business
without any key city publicity to help it. By all
means play this and let them know you have the
greatest comedy of the year, not excepting “The
Kid Brother.” (Regent theatre, Indianola, Miss.)

METROPOLIS, Par, Alfred Abel, Gustav Fore-
lich, Rudolf Klein-Rogge, Theodore Loos, Heinrich
George, Brigitte Helm, 10. — 62%. September 14-15.
This is entirely different from any feature I have
ever seen. In many ways it is marvelous, and the
photography is wonderful, but it is such a deep
theme I doubt if it will have much entertainment
value in the average small town. They walked
out on it here. (Strand theatre, Paoli, Ind.) Sep-
tember 11. Showed this one night to a good
crowd. Marvelous settings and great camera work.
(Arvada theatre, Arvada, Col.)

MICHAEL STROGOFF, U, Ivan Moujouskine,
10. — 90%. Good ! It’ll please them all, highbrows,
regular fans and those that like action and thrills.
Several of the boys told me it was one of the best
they had ever seen. This is the best European
picture I have ever seen and one that’ll stand up
with some of the finer American-made pictures.
Plenty of action, suspense and some beautiful and
artistic scenes. It brought out a number of pa-
trons that will only respond to the unusual, in
addition to all the regulars, and they all seemed
highly pleased. Buy it right and then step on it.
(Nelson theatre. Nelson, Ga.) 55%. A stupendous
melodrama. The colored scenes beautiful. Com-
ments favorable. Too cruel for women patrons.
Those who had read the story did not like it
because the story wasn’t followed. Every exhibi-
tor should buy it and he won’t have to leave his
right eye in the exchange when he does. (Man-
zanita theatre, Carmel, Cal.) Very good picture
Play it and advertise it strong. (Rich theatre,
Montpelier, Idaho.) 10%. May 22-23. Well, boys,
here is a Russian special, too good to be shown
in this country and kill our business. They might
as well sell you limburger and let you plant it all
over your lobby and, when you’re broke, send it
back to them. That is as much as it draws.
Goodbye Universal. (Royal theatre, Kimball, S.
D.) In spite of heavy advertising we could not
put this picture over to much extra business at
Humble or Liberty and the patron comments were
not favorable. (Star theatre. Humble, Tex.) April
20. This is a wonderful picture for a foreign one.
The colored shots were perfect and it pleased them
100 per cent. A picture that any exhibitor should
sign up for and get behind it strong. He will not
be sorry. I did not do a wonderful business on it,
for reason I had another entertainment in town
given at the high school. (Fairyland theatre.
White Castle, La.) 20%. A big spectacular picture
but did no business. It is a good production and
should go over big most places. (Cozy theatre.
Wagoner, Okla.) 60%. September 2-3. My brother
bought this while I was on a vacation trip, put
out plenty of paper and put it over in good shape.
It’s a French treatment of a glorified Western in
a Russian setting, with some beautiful colored
sequences. Everyone seemed to like it, and the
highbrows complimented it highly. (Pastime thea-
tre, Mason, Mich.)

MILLION BID, A, W, Dolores Costello, Warner
Oland, Malcolm MacGregor, Betty Blythe, Wil-
liam Demarest, Douglas Gerrard, Grace Gordon,
6. — 46%. July 2. This is a good one and enter-
taining. (Gem theatre, Greenriver, Utah.) August
9-10. A very good picture and the work of Mies
Costello is fine. Not a big picture but will please.
(Sterling theatre, Fairmont, Neb.)

MONKEY TALKS, THE, F, Olive Borden,
Jacques Lerner, Don Alcorado, Malcolm Waite,
Raymond Hitchcock, Jane Winton, 6. — 20%. May
11-12. Just another picture that failed to have any
drawing power whatever. I put a lot of adver-
tising energy on it, but what a flop. (Electric
theatre, Caldwell, Kan.) Here is a crackin’ novelty
that pleased. Double business second night. Not
much comedy, but the monkey sure got the plumb.
Fox didn’t hold us up. Get a press sheet and stunt
this one, at regular admission. (Cozy theatre,
Villisca, la.) 50%. July 16. Good picture. Busi-
ness poor, not fault of picture. Good for Sunday.
(Maplewood theatre, Maplewood, Mass.) Just an
ordinary program picture that was liked about
half and half. I wish that the producers would
base all these pictures in the old U. S. and cut
out all these foreign ones. (Palace theatre, Meri-
dan, Tex.) July 29. Different from the usual run.
Well played foreign type of story that did not
please all here, but did play to biggest Friday

night business since we opened the house. Play
up Lerner as the monkey on his stage record in
the part for novelty. (Mission theatre, Menard,
Tex.) 50%. May 19-20. A circus picture that’s
different. Animal impersonator excellent. Good
picture of its kind. (Arvada theatre, Arvada, Col.)
48%. April 1. Something unusual and different
about this picture that makes it a good program
picture. It carries a lesson of the staunchest kind
of loyalty between men. It seemed to please
fairly well. (Aecola’6 Bonham theatre. Prairie du
Sac, Wis.) 50%. August 31. A splendid novelty
program. Gave good satisfaction. (Silver Family
theatre, Greenville, Mich.) 18%. May 28. A good
entertaining novelty picture, but poor weather kept
them away. (Princess theatre, Chilton, Wis.)

MOTHER, FBO, Belle Bennett, William Bake-
well, Craufurd Kent, Joyce Koad, Mabel Julienne
Scott, Charlotte Stevens, 7. — Here is a very neat,
well played, extra good box office attraction. Buy
it, tie up with women’s club and you’ll make
money. (Strand theatre, Humboldt, la.) April 16.
A wonderful Mothers’ Day picture, but there is
only one Mothers’ Day and we can’t all get a
print. I couldn’t, so played it for Easter, and it’s
a good worth-while show with a heap of mother
love and heart interest brought out by Belle Ben-
nett. A little draggy in places and very little
comedy relief, but moral effect good and won’t
hurt your theatre any to run. Suitable for Sun-
day. (Homlene theatre, Estelline, S. D.) 45%.

May 17. This is a very good picture. Pleased.
(Community House, Greenwood, Ind.) 80%. June
7-8. Not the usual sob stuff that the title may
suggest. In fact, it has enough heart interest and
jazz to please most anyone. Credit the success to
Director J. Leo Meehan. This man has made
some of the best FBO has ever offered. Run this.
(Ulman’s Opera House, Salisbury, Md.) A very
fine little picture. More of this class would raise
the reputation of the movies. (Ozona theatre,
Ozona, Tex.) 70%. May 8-9. Played this Mothers’
Day and Monday and drew good despite a heavy
rainstorm all day on Mothers’ Day Good tone and
appeal. For Sunday or any day. (Arvada theatre,
Arvada, Col.) 90%. A very good picture. Played
it three days with excellent results. Pleased all
who saw it, and had many good comments. (Cohl
theatre, Boston, Maps.) 50%. July 30. A fine, big
picture and went over good to a fair Saturday
night crowd. Pleased most everyone. Made some
money on this one. (Cozy theatre, Lamont, Okla.)

MOULDERS OF MEN, FBO, Conway Tearle,
Margaret Morris, Frankie Darro, Rex Lease, Eu-
gene Palette, Yola Mendez, William Knight, 7. —
62%. May 8. Good picture with a serious touch.
This is the picture sponsored by the Elks. Our
patrons liked it. Heavy rain kept usual crowd
away. (S. T. theatre, Parker, S. D.) 30%. May 9-
10. This was a very good picture, but it just didn’t
click with my patrons. (Electric theatre, Caldwell,
Kan.) Lots of good comments on this picture.
Pleased very much, but I can’t get a crowd to any
show in this town. (Reel Joy theatre, King City,
Cal.) 35%. Very, very good. A powerful, grip-
ping melodrama, resplendent with love, thrills and
heart throbs. I believe Frankie Darro is one of
the best juvenile actors on the screen today. (Man-
zanita theatre, Carmel, Cal.) May 19-20. A fair
program picture. If you can tie up with the Elks
it ought to go over in good shape. However, as I
have nothing but kangaroos, owls, lions, moose,
wildcats and curly-tailed wolves around here, it
wasn’t such a heluva wow. (Trags theatre, Neills-
ville, Wis.) May 9-10. A wonderful picture with
a fine moral, but did not do very good business,
although this was on account of rain and a meet-
ing. This is one picture that is worth the money
to see. More like this later will suit me fine.
(Palace theatre, Naples, Tex.) June 2-3. A good
picture that was sold under the title of "Hello
Bill,” which was a much better one than it now
has as “Moulders of Men.” It’s a good picture
but you can not get them in to see it. Would
be a wow if properly titled. (H. & S. theatre.
Chandler, Okla.) 70%. July 15. Little Frankie
Darro is the real star of this picture. This kid
surely is a wonder. This comedy drama makes an
ideal evening of entertainment. (Strand theatre,
Paoli, Ind.) 38%. July 26. This picture deserves
a better percentage than shown. No fault of the
story or cast. Well presented, well acted, well — -
what more can we ask? (Community House,
Greenwood, Ind.) Another FBO picture that
went over fine. A good story with a good cast.
(Cohl theatre, Boston, Mass.) 75%. June 30.
Good picture that held the interest throughout.
Arvada theatre, Arvada, Col.) 80%. April 5-6.
We were surprised to find this above the average
story, with Ralph Ince doing some very fine direct-
ing. Tearle was good, as usual. This pleased
everyone, but we had some tough opposition and
did not draw them all. (Ulman’s Opera House,
Salisbury, Mo.) The best from FBO this sea-
son and that covers a lot of territory. Step on it.

The picture is there. (K. P. theatre, Pittsfield,
111.) May 13-14. A very good clean program pic-
ture, but photography very dark. (Cozy .theatre,
Fayette, la.) 100%. June 17-18. An FBO
Gold Bond special and a dandy, fine picture.
Played two nights and had the cowboy band the
second night and had to hold them out for the
second show. Made some good money on this one.
(Cozy theatre, Lamont, Okla.)

MR. WU, MGM, Lon Chaney, Renee Adoree,
Louise Dresser, Ralph Forbes, Holmes Herbert,
Gertrude Olmstead, Anna May Wong, 8. — 70%.
May 7. Drew good despite Music Week. A love
story of East and West. Pleased most everybody.
(Arvada theatre, Arvada, Col.) 60%. April 25-26.
It’s all Chaney’s acting that gets it by the public.
His faithful work detracts from the story and
saves a protest : for the story is a Chinese tragedy.
Rather suggestive scenes where white girl is being
held ready for the lust of a Chinese servant. Did
not please the ladies, of course. These themes are
not necessary and hurt the business. People want
entertainment they can think about after the show.
“Mr. Wu” is not that kind of a story. (Strand
theatre, Paris, Ark.) 42%. April 11-12. First run
on the print and first run in this section as far as
I know. This picture is good but too long for the
average program. It will please the Chaney fans
who like character work. Just program calibre.
(Opera House, Montour Falls, N. Y.) June 1-2.
A pretty good picture but it did not please the
people very good. Our first Chaney picture, but I
think that it will not be the last. We did lots of
advertising on this and it did bring the people in
very good. (Palace theatre, Naples, Tex.) 50%.
June 5-6. A big production. Chaney and Adoree
splendid. A great picture of the kind. Gave 50
per cent satisfaction here. (Silver Family theatre,
Greenville, Mich.) May 30. Lavishly staged, and
I presume pleased those followers who admire
Chaney. Fair patronage. No comment either way.
(Palace theatre, Mt. Pleasant, Tex.) 58%. May
1-2. Did not draw for us but not the fault of the
picture or weather. These kind have not the fol-
lowing here that comedies and Westerns have.
(Rex theatre. Montezuma, Ind.) Scenery wonder-
ful, photography wonderful, acting wonderful.
Lon Chaney did not draw as well as usual, which
is due to a high water report. (Opera House.
Morgan City, La.) May 10. Good acting but story
not so well liked. (Temple theatre, Federalsburg,
Md.) Will pass, but not a great picture by any
means. (Wade H. Kerr, Spiceland, Ind.) 55%.
April 4-5. Very elaborate. Beautiful settings. Fine
character acting, but not a small town picture.
Failed for me in every respect. (Scenic theatre,
Rolfe, la.) April 4-5. One of the best ever played
in the town. Played it too new for a draw, but it
pleased all who came to see it. (Reel Joy theatre,
King City, Cal.) A very good picture. However,
action is a little slow. Characters move too slow.
Beautiful scenery. Well done and was liked by
better class patrons. Capitol theatre, Hartley, la.)
80%. July 31-August 1. A wonderful picture, and
I consider it one of Chaney’s best. The tragic
story may spoil it for some, but it is beautifully
done, and Renee Adoree makes a very appealing
little Chinese girl. (Community theatre, Minne-
ota, Minn.) 50%. April 26. Too weird. Lon
Chaney’s pictures don’t suit our customers. (Rose-
land theatre, Chilhowie, Va.) Good business. Pic-
ture not so good for my people. Disappointed 75
per cent. Me included. (Liberty theatre, Saltsburg,
Pa.) 84%. April 10. This did not hit for us.
Heard no little unfavorable comment. Artistically
it was beautiful, but it sure didn’t register. Just
another big picture, in the producer’s eye, that the
public fail to see that way. (Accola’s Bonham
theatre, Prairie du Sac, Wis.) August 24-25. Lon
Chaney’s work in this was as clever as usual, but
many of our patrons have stated they will not
come to any more of his pictures in an Oriental
or gruesome setting. It is getting more and more
difficult to sell a picture that has not a liberal
comedy background. (Cresco theatre, Cresco, la.)
75%. May 29. A very good Chinese picture and
drew big business, but did not please all the men,
as they don’t expect Lon Chaney to take a part
like this. (Princess theatre, Chilton, Wis.) 100%.
June 26. I shall not try to pass any opinion as
to the quality of this production. Contrary to my
expectations, this grossed me biggest Sunday night
business in over a year. More money in one night
than I did in two with “Tell It to the Marines,”
and I am still wondering why. (Princess theatre,
Buchanan, Mich.) 80%. July 20. Lon Chaney
well liked here. Picture fair. (Maplewood theatre
Maplewood, Mass.) August 10. This production
liked by some. Had some walkouts. Nothing
wrong with picture except too heavy for average
audience. (Liberty theatre, Condon, Ore.)

MUSIC MASTER, THE, F, Alec B. Francis,
Lois Moran, Neil Hamilton, Norman Trevor,
Charles Lane, 8. — 50%. September 11-12. They
don’t make them better. The star great, cast fine.

October 22, 1927

EXHIBITORS HERALD

25

Gave satisfaction. (Silver Family theatre, Green-
ville, Mich.) A picture of class and distinction.
Francis very good, yei picture does not have the
power and appeal the spoken drama must have
had. Something lacking. (Wade H. Kerr, Spice-
land, Ind.)

MYSTERIOUS RIDER, THE, Par, Jack Holt,
Betty Jewel, Charles Sellon, David Torrence, Tom
Kennedy, Guy Oliver, Albert Hart, Arthur Hoyt,

6 A good combination, good picture, and gets

the money, but Paramount gets it all. (Florence
theatre, Elk Point, S. D.) March 11-12. Just an
ordinary Western. Not up to usual Zane Grey
Paramounts. Don’t let them tell you different.
(Reel Joy theatre, King City, Cal.) 86%. This
is an ideal drawing card. However, the story is
not like the book. Every one was satisfied. Zane
Grey Westerns are unexcelled. You can’t buy
better. (Rialto theatre, Knoxville, Tenn.) The
usual Western stuff. However, it pleased all who
saw it. Many favorable reports from patrons.
(Manzanita theatre, Carmel, Cal.) May 15-16.
Good picture. 100 per cent business. Every one
well pleased. (A. M. Leitch, Laurel, Neb.) Zane
Grey and Jack Holt a good combination for my
patrons, and this picture proved no exception.
Drew a crowd on an off night. (Blende theatre,
Benton, Wis.) 70. May 15-16. A Zane Grey
special. It’s that good. Sorry to hear Holt is
leaving Paramount, as they sure had him in the
right stuff. (Arvada theatre, Arvada, Col.) April
22-23. Excellent satisfaction. Holt and Para-
mount good combination. (Colonial theatre, Cam-
bridge, O.) 60%. June 24-25. Very fine Western

production. Sorry to see that Holt has left Para-
mount. Consider him much better than anyone
they have or are getting to take his place. (Em-
press theatre, Akron, la.) 52%. July 11. Zane
Grey story, seemed to please majority but fell flat
second day. (Grand theatre, Rainier, Ore.) 80%.
May 20-21. After all when it comes to making
good Western picture you’ve got to hand it to
Paramount. Well made, well directed and a good
pull at the box office. (Postville theatre, Postville,
la.) 100%. Zane Grey stories are popular here.
We had raw weather but broke the house record
for Saturday night. We use extra advertising and
the paper was appealing, which probably ac-
counts for the extra money in the box office.
(New Star theatre, Richwood, W. Va.) If all
Paramount pictures were as good as their West-
erns, everybody would be sitting Jake. Dandy
good picture and Jack Holt is splendid. We hate
to see him quit Paramount. He gets us more
money than any male star in Paramount pictures.
(Royal theatre, Newark, Ark.) 80%. August 4.
A good Western and went over good. The cus-
tomers all thought they got their money’s worth.
(Rose theatre, Sumas, Wash.) A very good Zane
Grey story. Drew well. (Oxford theatre, Ox-
ford, O.) Very good. That is. all except Holt.
We are all glad he has left Paramount. As a
leading man he makes a good blacksmith. (Moon
theatre, Neligh, Neb.) 80%. March 25-26. Zane
Grey’s novel pictured in pleasing manner. Fea-
ture entertaining both young and old. (6. T.
theatre, Parker, S. D.) 85%. August 14. A fine

clear-cut Western of a type that makes a hit
with my patrons, many of whom came back the
second night. (Crystal theatre, Silver Creek,
Neb.) Usual Zane Grey Western, and that’s say-
ing a lot. Zane Grey and Paramount make good
Westerns. Play this one up big. (Rich theatre,
Montpelier, Idaho.) 65%. July 22-23. The combi-
nation of Zane Grey and Jack Holt is always
pretty good and this one is no exception. As
usual, they altered the story almost beyond recog-
nition. (Community theatre, Minneota, Minn.)
70%. August 28-29. I heard no comments on this
one, but I knew the box office clicked for two
nights. I believe the patrons were satisfied and
I know we were. (Cozy theatre, Duchesne, Utah.)
As usual very good. Patrons really enjoyed it. — •
(Wade H. Kerr, Spiceland, Ind.)

MYSTERY CLUB, THE, U, Matt Moore, 7.—

This is still a mystery here. Patrons apparently
puzzled their brains until exhausted, and retired
too exhausted to express an opinion. A mystery
but not an entertainment. (Arcadia theatre, Van-
dergrift. Pa.) 60%. An excellent mystery play
that should please all. Will keep one guessing all
the time. Excellent Saturday picture for small
towns. Played December 11. (Manzanita theatre,
Carmel, Cal.) 50%. May 11-12. This is a little
above the average, will keep them guessing.
(Odeon theatre, Cottonwood Falls, Kan.) June
3-4. A good clean program picture. (Cozy the-
atre, Fayette, la.) 25%. A fair picture. Pas-
time theatre. Mason, Mich.) 100%. April 10. In
drawing power this picture has only been sur-
passed by one other production so far this year.
However, I wouldn’t class it as the best, for I
believe the audience were a little disappointed in
it. (Princess theatre, Buchanan, Mich.) 50%.
May 2-3. A mighty good mystery story but it
failed at the box office. Hence the tears. (Elec-
tric theatre, Caldwell, Kan.) 44%. Can’t say

very much for this one, but it will get by without
many complaints. (American theatre, Perryton,
Tex.) 25%. August 16. A fine program enter-
tainment. (Silver Family theatre, Greenville,
Mich.)

N

NAUGHTY BUT NICE, FN, Colleen Moore,
Donald Reed, Claude Gillingwater, Kathryn Mc-
Guire, Hallam Cooley, Edythe Chapman, Clarissa
Selwynne, Burr McIntosh, 7. — First of all, a box
office picture, and that is what we are looking for.
Next, it is hitting on all four from entertainment
standpoint, ' and Colleen is her old self. I say you
have one of the big hits of the season. (Cozy
theatre, Winchester, Ind.) 60%. July 17-18. Good.
Type of picture that seems to please the greatest
percentage of patrons. Colleen, of course, has
the following that seem to like her in most any-
thing, but she had better hold her stride, or she’ll
lose them just as fast. (Rex theatre, Eagle Lake,
Tex.) 60%. August 29-30. About the best
Colleen Moore picture I have ever played. Pleased
100 per cent. Had fair business on this one
against tent revival. (Cozy theatre. Wagoner,
Okla.) September 4-5. This is a good Colleen
Moore picture. The story is rather weak, but if
your patrons like little Colleen this will go over
o.k. (Strand theatre, Griswold, la.) Very good,
and a good drawing card. (Bonham theatre, Fair-
bury. Neb.)

NAUGHTY NANETTE, FBO, Viola Dana,
Helen Foster, Patricia Palmer, Ed Brownell, Joe
Young, 5. — 60%. June 30. Miss Dana's pictures
are running good and poor, about half and half.
This ranked with the good. FBO are handing her
some poor 6tories and supporting casts, and it’s
strange they draw as good as they do. (Ulman’s
Opera House, Salisbury, Md.) May 15. Viola’s
latest and it’s a good one. Good substitles which
caused many laughs. (Arvada theatre, Arvada,
Col.)

NIGHT BRIDE, THE, Pathe-PDC, Marie Pre-
vost, Harrison Ford, Franklin Pangborn, Robert
Edeson. Constance Howard, George Kuwa, Rich-
ard Crawford, 6. — 30%. Excellent. Many favor-
able comments from patrons. The comedy is fast
and furious. Franklin Pangborn is a comer and
handled his part very well. (Manzanita theatre,
Carmel, Cal.) 45%. June 26-27. I want to tell
you this is a good picture ruined with a bum
title. Titles mean more than anything else here
for drawing power. (Rex theatre, Montezuma,
Ind.) July 29-30. Very, very good. It’s good
comedy for any night or day of the week. (Palace
theatre, Ashland, O.) July 23. This is a first
class program picture. Pleased 100 per cent.
(Victory theatre, Salina, Utah.) A dandy. Pleased
them all. All Producers product has been real
good. (Dixie theatre, Russellville, Ky.) 48%. July
22-23. Very good, and can recommend this one
for any house. (Cozy theatre, Duchesne, Utah.)

NIGHT OF LOVE, A, UA, Ronald Colman,
Vilma Banky, Montagu Love, Natalie Kingston,
Laska Winter, Sally Rand, John George, 7. — 40%.

May 29. Fitzmaurice has always been a con-
stantly good picture deliverer, but this is not a
good picture. Not for Sunday, holiday or special.
Worth only average program rental and will
please less than average, (Shuler Auditorium,
Raton, N. M.) 50%. June 10-11. A fine picture

and deserved a much better patronage than we
got. It seems that we can’t get them out to see
a picture of this class they don’t seem to appreci-
ate the kind of entertainment that we are giving
them. Played two nights to small houses and lost
money. (Cozy theatre, Lamont, Okla.) A mag-
nificent production — one that anyone would be
proud of and should please any class of patrons.
However, does it? (Cozy theatre, Winchester,
Ind.) Very fine picture. I did not do a big busi-
ness, but the picture is there just the same. (Rich
theatre, Montpelier, Idaho.)

NON-STOP FLIGHT, THE, FBO, Knute Erick-
son, Marcella Daly, Virginia Fry, David Dunbar,
Peggy O’Neil, Bob Anderson, 7. — 75%. April 29-
30. This proved to be one of the very best box
office attractions we have had on Saturday night
this year. (Eminence theatre. Eminence, Ky.)
20%. May 8. Just a fair picture, not a special,
and that is poor for Emory Johnson’s story.
(Royal theatre, Kimball, S. D.) May 17-18. A
good meller of the attempted flight across the
Pacific. When I bought this last fall I had a
hunch that some one would try to fly the Atlantic
this spring. The Frenchmen were doing a nose
dive just a day or so before I ran this, and Lind-
bergh has just accomplished the nearly impossible.
(Trags theatre, Neillsville, Wis.) 43%. August
1-2. An adventure picture that pleased all. Avia-
tion should go well everywhere now. If so this
picture will go well for you. Yes, it has some
comedy that is good, too. Not a big picture, but
one that will please thoroughly. (Crescent theatre,
Woodville, Tex.)

NOTORIOUS LADY, THE, FN, Lewis Stone,
Barbara Bedford, Ann Rork, Earle Metcalfe,
Francis McDonald, 6. — 90%. August 28. This is
a picture they all seem to enjoy. It is the ad-
venture kind that everybody seems to like. (Prin-
cess theatre, Waynesboro, Miss.) July 31. Good
picture and seemed to draw fairly well. (Bijou
theatre, Huron, S. D.) Fair picture. Barbara
Bedford does her part well, as well as Stone.
(Family theatre. Friend, Neb.) Good picture.
(A. M. Leitch, Laurel, Neb.)

0

ONE INCREASING PURPOSE, F, Edmund
Lowe, Lila Lee, Holmes Herbert, May Allison,
Huntley Gordon, Lawford Davidson, Emily Fitz-
roy, Jane Novak, 8. — Good. Will not appeal to
your Saturday crowd but your better people will
appreciate it. (Lyric theatre, Hartington, Neb.)
This is one of the best Fox pictures we have
played lately. It is more than an ordinary pro-
gram picture of the Fox group. So far I have
played only one bad picture, “The Monkey Talks.”
(Liberty theatre, Franklin, Ky.) July 10-11. A
good picture and drew fine business. Many good
comments. (Princess theatre, Chilton, Wis.) 20%.
April 15-16. Of all the dumb ones this is the
dumbest. Poorest Friday and Saturday in the his-
tory of house. Sold to me as a special but can’t
see it. (Alamo theatre, Plainfield, 111.) Paid too
much and had no drawing power. Pleased about
25 per cent. (Rex theatre, Park Falls, Wis.)
55%. My opinion is that this is an excellent pic-
ture. One that appeals particularly to the more
intelligent patrons, but sufficient entertainment for
all. Some said “Best picture I have ever seen.”
Others stated “I liked that picture because it had
something to it.” The English scenes and back-
ground were actually taken in England. I would
advise all exhibitors to run this feature. It may
not break any house records, but it will make
money and give your house prestige. Played Jan-
uary 11. (Lonet theatre, Wellington, O.) 45%.

January 26-27. This is a good picture of its type,
far above the average, but I don’t think it will
be the big box office attraction it was extended
as. At that, it’s good. (Rich theatre, Montpelier,
Idaho.)

ONE MAN GAME, A, U, Fred Humes, 5

28%. April 29. Good program Western but star
doesn’t pull here. (Grand theatre. Rainier, Ore)
Can’t give this one much. Just a picture. (Pal-
ace theatre, McGehee, Ark.)

ON ZE BOULEVARD, MGM, Lew Cody, Renee
Adorec, Roy D’Arcy, Dorothy Sebastian, 5. — July
27-28. Rather slow and draggy for hot weather.
One of those French atmosphere things that fail
to draw. Work of the cast O. K. (Cresco theatre,
Cresco, la.) If this is a boulevard give us a side
street. The redeeming feature of this production
is Lew Cody’s acting. This is just a sample of
the sour dishes us exhibitors will get in order
to show Metro-Goldwyn specials. By all means,
boys, shelve this one. If you must play it take a
night off when you do so that you don’t be em-
barrassed by facing your patrons. (Kenwood the-
atre, Chicago, 111.) Got by better than I thought
it would. Not a very satisfying production,
though. (Blende theatre, Benton, Wis.)

OUTLAW DOG, THE, FBO, Ranger, 5.,— 20%.
July 9. For a dog picture this is a dandy, and if
your patrons like this kind of picture boost this
one. Good story and plenty of action. (Cozy the-
atre, Wagoner, Okla.) 65%. July 7. This pic-
ture pleased all who came, but Ranger has failed
to develop into any kind of a box office draw for
me. (Princess theatre, Buchanan, Mich.) 50%.
July 7-8. All the youngsters seemed pleased with
this picture, but a few of the hard boiled critics
found fault. Rex Lease, leading man, and he’s all
right. (Arvada theatre, Arvada, Col.) July 2.
Fourth and only Ranger picture this sea-
son worth a tinker’s d — . Now, FBO, keep plenty
of human interest in these dog dramas and you
will build a dog that will excel Rin Tin Tin. Give
them plenty of story and watch ’em come to the
front. (Palace theatre, Mt. Pleasant, Tex.)

OUTLAWS OF RED RIVER, F, Tom Mix,
Marjorie Daw, William Conklin, Francis McDon-
ald, Duke Lee, 5. — 70%. July 19. Good Western.
Lots of action, and Tom on the go all the time.
(Arvada theatre, Arvada, Col.) 75%. September
3. A splendid action picture like all of Mix.
(Silver Family theatre, Greenville, Mich.)

P

PAINTING THE TOWN, U, Glenn Tryon, Patsy
Ruth Miller, Charles Gerrard, George Fawcett,
Sidney Bracey, Max Asher, 6. — 66%. July 27-28.
Business light due to aftermath of tent show.
Picture was one of the best comedy dramas of
tlhe past year. No exceptions. (S. T. theatre.

26

BOX OFFICE RECORD SECTION OF October 22, 1927

Parker, S. D.) A comedy knockout. Good for any
house any time. (Happy Hour theatre, Jasper,
Minn.) September 9-10. Patrons still commenting.
Since they are the people we try to please, this
must be good. Personal opinion: very clever
comedy drama. Tryon easily wins the laurels.
(Selk theatre, Scotia, Neb.)

PALS IN PARADISE, Pathe-PDC, Joseph
Schildkraut, Marguerite De la Motte, May Rob-
son, John Bowers, William Boyd, 7. — December
30-31-January 1. Excellent entertainment. Plenty
of action and comedy. Outdoor drama with prin-
cipals doing good work and, especially is Rudolph
Schildkraut good in furnishing the comedy relief.
Some excellent scenic shots. (Temple theatre, San
Bernardino, Cal.) 85%. The kind of a picture it
is a pleasure to run. A Peter B. Kyne story, and
after the awful flivvers Fox made of these stories
it is a relief to see a good one. Has heart interest,
wonderful comedy by Rudolph Schildkraut and
May Robson, a gold rush amid modern, up-to-date
conditions and everyone has a good word for it.
Best P. D. C. picture to date. (Temple theatre,
Bellaire, O.) 25%. A very good picture and one

that will please. Played December 27-28. (Fuhrer’s
Temple theatre, Yates Center, Kan.) 75%. July
13. This one sure hit the spot. Don’t be afraid to
step on this picture. (Rose theatre, Sumas, Wash.)
15%. June 28. A very good Peter B. Kyne story
with plenty of action and comedy. Due to hot
weather we did very poor business, so expect to
bring it back. (Princess theatre, Chilton, Wis.)
June 11. A real good picture with plenty of com-
edy that brought in extra business. We had to
hang out an S. R1. O. sign on this one. Pleased
everyone that saw it. They said it was the best
Saturday night picture that we have shown in a
long time. (Palace theatre, Naples, Tex.) 50%.
June 17. This is a splendid entertainment. Cast
extra good. Lots of action and comedy. All satis-
fied. (Silver Family theatre, Greenville, Mich.)
Semi-Western. Mining. Pleased all. (Community
theatre, Northboro, la.) 25%. August 2-3. A very
good picture but a flop at the box office. Nothing
wrong except the paper. Would please most any
patron who saw it, for it’s a mile better than the
paper indicated it to be. We did not make film
rental on it. (Rex theatre, Madisonville, Tex.)
75%. August 25. Very, very good picture as our
audience saw it. Give us more like it. The high
society pictures do not please as well as this class.
(Colonial theatre, Astoria, 111.)

PRAIRIE KING, THE, U, Hoot Gibson, 6. —
60%. August 13. A good picture. Story better
than average. Star second to none in Western
pictures. (Silver Family theatre, Greenville, Mich.)
Not as good as his last ones, but will please his
followers. (Bonham theatre, Fairbury, Neb.)

PRINCE OF HEADWAITERS, THE, FN, Lewis
Stone, Lilyan Tashman, 7. — It has been a long
wait, but finally a good picture has been made,
but since we have cried the wolf so often to get
’em in, what happened when the wolf arrived ?
You exhibitors know well enough what happened.
We simply are starved to death, and nothing will
put pictures back on the map as quickly as a good
picture like “The Prince of Headwaiters” and
with good pictures to offer then our box office and
rentals will come in. (Cozy theatre, Winchester,
Ind.) August 9-10. The old gold digger story in
a new setting, interestingly told and will get by
with no more than the average number of kicks.
This is supposed to be Stone’s best, but this means
nothing, as he has no drawing power. (H. & S.
theatre, Chandler, Okla.) Friend Lewis finally has
been furnished a good story and part. I have
shown his pictures for about eight years and when
he was in N. W. M. police parts went over fine,
but the frothy jazz stories sicken patrons and it
has been this star’s fate to be kept in that type
of story for many moons. I would like to see
Lewis in a part such as Monte Blue had in
“Across the Pacific” and he knows the customs of
that country well. (State theatre, Alexandria,
Minn.)

PRINCE OF TEMPTERS, FN, Ben Lyon, Lois
Moran, Lya de Putti, Ian Keith, Mary Brian,
Olive Tell, Sam Hardy, 8. — Absolutely rotten. You
will have plenty of walkouts on this one. I have
my first one yet to play from this fellow that has
made a hit. (Dixie theatre, Russellville, Ky.)
20%. May 4. Another one of those dumb ones that
take four reels to start and three to finish. Stories
of English settings don’t draw here. (Alamo thea-
tre, Plainfield, 111.) June 14-15. Good. (Liberty
theatre. Chapman, Kan.) 30%. May 20-21. Not
much of a picture for a special and lost money
on it with two nights’ showing. May please if
you can get them in. (Cozy theatre, Lamont,
Okla.)

PRISONERS OF THE STORM, U, House

Peters, 7. — 55%. May 20. A Curwood story and
very good. Did well at the box office considering
times, and pleased generally. (Grand theatre.

Key to

Abbreviations

Arrow

(A)

Associated Exhibitors

(AE)

Chadwick

(Ch)

Columbia

(Col)

FBO

(FBO)

First National

(FN)

Fox

(Fox)

Gotham

(G)

Independent

(Ind)

Metro-Goldwyn-Mayer .

(MGM)

Paramount

(Par)

Pathe

(P)

Preferred

(Pf)

Principal

(Pr)

Producers Distributing

Corp.. . ( PDC )

Rayart

State Rights

(SR)

Sterling

(St)

Sunset

Tiffany

(T)

Truart

(Tru)

United Artists

(UA)

Universal

(U)

Vitagraph

(Vit)

Warner Bros

(W)

Numerals indicate length of picture in

footage or reels. The dates are those

on which pictures were

played, while

the percentages represent the gross

business as compared with the record

gross of the house.

Rainier, Ore.) 27%. May 1-2. Fair picture of its
kind, but Peters doesn’t seem to click here now.
(Pastime theatre. Mason, Neb.) 75%. May 28-29.
Here is a star. Draws good, for he puts on a
real show and they tell me so. (Koehler theatre,
Uehling, Neb.) 20%. August 6. Did not see this
one and I have heard nothing of it, so I guess it
is the usual House Peters story. Sorry as they
make ’em. It at least had no drawing power.
(Crescent theatre, Woodville, Tex.) 75%. March
22. This is a crackerjaek hot weather picture, as
it has snow scenes from the start to the finish.
It is a good action picture for houses that want
action. (Capitol theatre, North Kansas City, Mo.)
Fair picture to fair business. (Majestic theatre,
Homer, Mich.) 20%. August 10. A mighty fine
drama, from a well known story, but a hot night
wrecked our box office along with a carvinal for
opposition. (Crystal theatre. Silver Creek, Neb.)

PROWLERS OF THE NIGHT, U, Fred Humes,

5. — 70%. It went over akay. Everyone seemed to
like it. Played November 21. (Star theatre, Pt.
Townsend, Wash.) 70%. This will satisfy if you
don’t expect too much. No kicks. Played Decem-
ber 10-11. (Opera House, Fennimore, Wis.) 35%.
June 1-2. This Western star has a very likable
screen personality. It is very sterotyped but
seemed to please those who saw it. It really is
amazing to me how these ordinary five-reel West*
erns will draw just as many people as some real
good drama that has had brains and money put
into its making. (Eminence theatre, Eminence,
Ky.) 75%. May 28. First of this boy’s pictures,
but I think he will make good. A fair Western.
(Majestic theatre, Kerens, Tex.) March 21. Bet-
ter for the salesman selling C. S. contracts if Mr.
Laemmle would instruct his booker to burn such
junk. (Our Town theatre, Burt, la.)

R

RED HOT HOOFS, FBO, Tom Tyler, Frankie
Darro, Dorothy Dunbar, Stanley Taylor, Harry
O’Connor, A1 Kaufman, Barney Furey, 5 — 80%.

Good show. Clean and plenty of action. Tom
turns out to be a real prizefighter. (Jewel theatre,
Verndale, Minn.) 60%. April 16. Good. Pleased
the kids. (Home theatre. Oblong, 111.) 90%. Al-

ways depend on Tyler and his pals to please the
natives and very popular here. (Bijou theatre,
Greenville, S. C.) June 4. A good Tyler picture.
(Trags theatre, Neillsville, Wis.) 50%. May 21.
A pleasing picture with the gang doing good
work. (Arvada theatre, Arvada, Col.) 80%. June
22. A very good Western with lots of action and
Tom and his pals are well liked here. (Scenic
theatre, Tyler, Minn.) 45%. August 19. A pleas-
ing Western to fair business. (Strand theatre,

Paoli, Ind.) 100%. January 22. Everything in my
favor for once. A title that would draw regard-
less of who the star might be, good paper, Satur-
day and a beautiful night, and Tom and his pals
are a favorite here with the kids, and they, of
course, bring the grownups. The picture is fine.
Plenty of action and good clean comedy. (Richards
theatre, Fayette, Ala.) 60%. February 23. What
a sap I was for only running this picture one day.
Boys, this fellow Tyler and his pals are making
real pictures. Don’t pass this boy up. Even the
ladies like him and the kid. (Rich theatre, Mont-
pelier, Idaho.) 50. September 17. An action
picture. Better than the average. This star and
pals will please here in any program. (Silver
Family theatre, Greenville, Mich.) 30%. June 25.

A good Western and played to a small Saturday
night crowd and just made a little more than ex-
penses. (Cozy theatre, Lamont, Okla.)

RED HOT TIRES, W, Monte Blue, 7.-35%.
March 23-24. Very good comedy. Not much story,
but well acted and entertains and that brings
them in. (Princess theatre, Stanberry, Mo.)
March 30-31. This picture was considered as fair
entertainment by my patrons, and while not as
good as some of this star’s, it will please the
majority. (Princess theatre, Lincoln, Kan.) 34%.
March 26-27. A very clever little comedy drama
which pleased about 90 per cent of our patrons.
Monte is a good actor and is well liked here.
(Alex theatre, Alexandria, S. D.) A very, very
good entertaining picture, and where Monte Blue
rides the ties on motorcycle holds enough suspense
to keep one for awhile. Played to a very, very
small crowd. (Powers theatre. Red Creek, N. Y.)
A good comedy drama. (Grand theatre, Breese,
111.) September 4-5. A dandy picture with plenty
of action and comedy. Pleased very well. (Trags
theatre, Neillsville, Wis.)

REJUVENATION OF AUNT MARY, THE,
Pathe-PDC, Harrison Ford, Phyllis Haver, May
Robson, 6. — Poor. Nothing to it. Ran to less than
average Saturday night business. (Liberty theatre,
Condon, Ore.) August 12-13. Near great! Our
audience received this picture with cheer after
cheer, and bench after bench. We cheered at the
box office. (Palace theatre, Ashland, O.)

REMEMBER, Col, Dorothy Phillips, Earle Met-
calfe, 5. — 50%. May 29. From the standpoint of
entertainment, Columbia pictures have been hard
to beat, and this one is no exception. A very
good program picture. (Princess theatre, Buc-
hanan, Mich.) We put this on for Mothers’ Day
and found it to be suited for the time. Try it.
(Amuse theatre. Hart, Mich.) 30%. Good war
picture. Pleased those who saw it. Not much
carnage. Mostly romance, the lighter side of war.
Will make good. (Arcadia theatre, Vandergrift,
Pa.)

RESURRECTION, UA, Rod LaRocque, Dolores
Del Rio, Marc MacDermott, Lucy Beaumont,
Vera Lewis, Charles Selwynne, 9. — 50%. Septem-
ber 18-19. This is a big picture. Good story,
cast good, but first part of picture killed by too
suggestive scenes. Can’t put this over in this
town. Satisfaction 50-50. (Silver Family theatre,
Greenville, Mich.) 25%. June 28-29-30. Another
fine picture that flopped at the box office on ac-
count of no patronage. Played three nights and
took in about enough to pay film rental. Had a
tent-show for opposition and people will go there
instead of going to the theatre where they will
see something that will be of benefit. (Cozy the-
atre, Lamont, Okla.) 40%. September 5-6. This
is a good picture, but for the larger cities. Didn’t
do very much for me. Failed to draw, but pleased
most who came to see it. Too long. (Cozy the-
atre, Wagoner, Okla.)

RIDING THE WIND, FBO, Fred Thomson, Sil-
ver King, 6. — 85%. For the first time and the
last time this spring, I guess, the roads and
weather were great. So was business. Best I’ve
ever had on a Thomson. A very poor story and
wildly impossible story, but who cares when the
old cash box is busting out? Fred and Silver
good. They need better material. (Postville the-
atre, Postville, la.) April 25-26. Thomson and
Silver fill the bill for Western entertainment. This
one is fine. Will compare with FYed’s average.
(Rex theatre, Madisonville, Tex.) 60%. March
4-5. A dandy with the king of cowboys. Fred is
a sure box office bet, and always brings a good
crowd. (Khattar’s theatre, Sydney, N. S., Can.)

RISKY BUSINESS, Pathe-PDC, Vera Rey-
nolds, Ethel Clayton, Kenneth Thomson, Ward
Crane, Zasu Pitts, 7. — 70%. April 17. One of
the poorest from P. D. C. 6o far, from the box
office angle as well ae entertainment. (Princess
theatre, Buchanan, Mich.) Here is one that suited
them all 100 per cent. I think if you play this
one you will be satisfied. (Amuse theatre, Hart,
Mich.) 40%. May 9-10. Very good program pic-
ture. Six reels. (Odeon theatre, Cottonwood
Falls, Kan.) April 8-9. Splendid picture, one

October 22, 1927

EXHIBITORS HERALD

27

that will please any audience. P. D. C. have a
good group of pictures. Practically 100 per cent
of them have pleased us. (Rex theatre, Madison-
ville, Tex.) Yep! You’ll find it’s “Risky Busi-
ness” to sell this as entertainment. (Lyric the-
atre, Abilene, Kan.) 75%. June 1-2. Good for
houses used to running this star’s pictures. Dif-
ferent story that gets away from the "you know
what’s coming next” stuff. (Ulman’s Opera
House, Salisbury, Md.) June 22. Fair enter-
tainment. No comment either way. (Palace the-
atre, Mt. Pleasant, Tex.)

RITZY, Par, Betty Bronson, James Hall, Joan
Standing, William Austin, George Nichols, Roscoe
Karns, 6. — 30%. Not so much. Too light in story
and even if Elinor Glyn wrote it, she has nothing
to be proud of. Betty is always nice to watch
and that saved the picture. (Temple theatre,
Bellaire, O.) 50%. July 7-8. A nice cast with

Miss Bronson in a pleasing picture (nothing big)
but the majority liked it. A program picture
with good comedy supplied by William Austin.
James Hall has not much to do, but he’s fine as
the man. (Arvada theatre, Arvada, Col.) August
8. Nice little comedy drama. Pleased about 50
per cent. (Grand theatre, Rainier, Ore.) 40%.
A mighty poor picture and failed to draw. Betty
is a fine star, but she is being ruined by poor
stories. (Cohl theatre, Boston, Mass.)

ROLLED STOCKINGS, Par, James Hall, Louise
Brooks, Richard Arlen, Nancy Phillips, David
Torrence, 7.1 — 75%. June 23-24. A real good clean
picture that the whole family will enjoy. No
rolled stockings, cigarette smoking or anything
offensive. Arlen and Hall great. Miss Brooks is
fine as the girl. (Arvada theatre, Arvada, Col.)
58%. July 22. Should have been titled “Rolled
Trousers” instead of “Rolled Stockings,” as
nothing else in the picture was rolled. A good
picture, however, with James Hall and Richard
Arlen turning in fine performances. Louise
Brooks as lovely as ever, but with very little to
do. Should please. (Ingram’s theatre, Ashland,
Ala.) August 16-17. Very good and was en-
joyed. Rather mystifying as to how they got this
title. However, everyone was well pleased with
the picture. (H. & S. theatre. Chandler, Okla.)
July 24. A good peppy college comedy drama
that pleased the young folks immensely. (Ameri-
can theatre, Wautoma, Wis.) August 1-2. Ex-
cellent satisfaction to very fair business for sum-
mer time. (Colonial theatre, Cambridge, O.) Sep-
tember 5-6. Mighty nice little picture. Not what
the title may lead them to expect. Clean as a
whistle. Just thoroughly good entertainment
without much fuss about it. (Mission theatre,
Menard, Tex.) July 29-30. Rolled ? Were they ?
We suppose they were, but the picture fails to
prove it. “Service Talks,” in the HERALD, issue
of July 9, is a better report than we can write.
Our crowd liked it. Business, average. (Cresco
theatre, Cresco, la.) This is very pleasing and
good for any night. (Grand theatre, Pierre, S.
D.)

ROOKIES, MGM, Kail Dane, George K. Arthur,
Marccline Day, Tom O’Brien, 6. — 78%. June 3-4.
The best comedy we ever had in the house. When
we say that it is far better than "Behind the
Front” and “We’re in the Navy Now” you can
judge how good it is. We used it two nights at
advanced admission. The firet night was just
average for this time of year, but every person
that saw it went out laughing and it was the
talk of the town the next day, with the result
that the second night we had twice our first
night crowd. Not one, but person after person,
stopped to say that it was the best comedy they
had ever seen. We advise any exhibitor who is
using this picture to exploit it to the limit. (Ma-
jestic theatre & Airdome, Las Vegas, Nev.) The
best picture of its type I ever ran. My patrons
thought i.t away ahead of “Behind the Front” or
“We’re in the Navy Now.” (Diamond theatre,
Lake Odessa, Mich.) 100%. June 2-3. The best
comedy of the year. One long laugh from start
to finish. A roadshow sold at program price.
Some patrons said this picture was better than
“The Big Parade.” (Arvada theatre, Arvada,
Col.) 85%. This puts Metro back on the map
for awhile and will cause you to overlook a lot
of the bad ones. This one slipped through on the
big bosses or it would have been pulled out for a
special, as that is just what it is in the comedy
line. It gets as many natural laughs as any
Chaplin or Lloyd comedy that has been made.
(Temple theatre, Bellaire, O.) 90%. May 17-18.

The best comedy that I have ever shown. Laughs
from start to finish. Lots of my patrons came
back the second night. Advertise it big and you
will clean up. (Majestic theatre, Paragould, Ark.)
June 5-6. This beyond a doubt the best feature
length comedy that has been released during the
past year or more. If you run features two days
the second day will be better than the first. One
of those exceptional pictures that pleases every-
one and leaves them in a happy frame of mind
and will boost it to their friends. (H. & S. the-

atre, Chandler, Okla.) A snappy comedy that
should please any audience. One of the best
comedies of the type we have ever exhibited.
Pleased much more than “Tin Hats.” (American
theatre, Minier, 111.) July 31-August 1. This
picture as good as reported. Tell your audience
you have a real one coming. You will not have
to hide from them when they come out. (Cresco
theatre, Cresco, la.) 100%. August 10-11. A
knockout and a real drawing card, if you have
a few in the town that have seen it. Otherwise,
you might have a slim first night, but on the
second night you better go out and borrow some
seats ; you’ll need them. (Princess theatre, Lin-
coln, Kan.) 90%. August 26-27. Like all the
rest of the exhibitors, will have to report it went
over big. (Grand theatre, Story City, la.) Aug-
ust 29-30. Got some awful vulgar scenes that
bring forth shouts of glee from the persons who
thrive on smutty stuff. But my patrons are
mostly clean minded, and I didn’t have the nerve
to ask them how they liked it. The picture would
go over big without the dirt. Admission 10-20-30c.
(Palace theatre, San Marcos, Tex.) One of the
best comedies of the year and sold to us at a fair
price. Lot of laughs and also a good thrill, which
is what our patrons want. (Ideal theatre, Bloom-
er, Wis.) 70%. August 20. The funniest comedy
ever screened. You can exhaust your vocabulary
telling them about it and the picture will go you
one better. For the first time of my picture ex-
perience I offered guaranteed entertainment or
money refunded. Stood in the lobby with my
hand full of quarters when they came out but
couldn’t see me through their tears. (Palace the-
atre, North Rose, N. Y.) 50%. August 10-11.

This is a very funny comedy picture. If you
want comedy, buy it. (Silver Family theatre,

Greenville, Mich.) 90%. April 29-30. Believe

this pleased better than "Behind the Front.” A
lot better picture than “Tin Hats.” Karl Dane
and G. K. Arthur deserve something for the
laughs they gave us in this one. Drew extra
business, and needless to say, pleased. (S. T.
theatre, Parker, S. D.) August 20. The best
comedy out this year-. Better than “Behind the
Front” and the raw spots that some complain
about are not bad at all. (American theatre,

Wautoma, Wis.) One of those comedies which
make the audience howl with delight. (Blend

theatre, Benton, Wis.) September 15-16. This
picture is worth its weight in gold when it comes
to a picture show. Don’t fail to book this picture
and be sure to advertise at least two weeks ahead :
100 per cent good. (Electric theatre, St. Francis,
Kan.)

ROUGH AND READY, U, Jack Hoxie, Ena
Gregory, Jack Pratt, William Steel, 5. — 25%. May
31. A good Western program picture. (Silver
Family theatre, Greenville, Mich.) 40%. July 26.
A fair Western. Has quite a little comedy to take
their minds off those familiar ranch scenes. (Pas-
time theatre. Mason, Mich.) 44%. April 15. Good
Western. Pleased the fans generally. (Grand
theatre. Ranier, Ore.) May 6. One of Hoxie’s
usual Westerns. Not as good as some I have
already seen and used. (Fairyland theatre, White
Castle, La.)

ROUGH HOUSE ROSIE, Par, Clara Bow, Reed
Howes, Doris Hill, Douglas Gilmore, John Miljan,
Henry Kolker, Arthur Housman, 6. — 75%. June
5-6. Not as good as “It” but it’s a money maker
and is real entertaining. Leading man (Reed
Howes) not so good. Good paper, new print and
A-l service out of Denver exchange. (Arvada
theatre, Arvada, Col.) It’s good. Some said they
liked it better than “It,” and drew well the first
night against rain. (Strand theatre, Robinson.
111.) Good star, good title, good picture, good
house. What more do you want ? Come on Para-
mount with some more of them. (Florence theatre,
Elk Point, S. D.) August 15-16. With this one
Clara Bow took top rank as a feminine draw here.
How she did pull them in on two hot midsummer
nights. Not the story that “It” was, but they
come to see Clara and that’s all. (Mission theatre,
Menard, Tex.) Plenty of action, thrills and laughs.
It’s a good picture. It thrilled the box office, too.
Boys, go after this one, it’s there. (Liberty thea-
tre, Saltsburg, Pa.) June 30. Here is a little star
that is getting more popular with our patrons
every time we play her. Drew well and every-
body liked this one. If you have this booked get
out and boost it, as it will stand it. Good picture.
(Novelty theatre, Sealy, Tex.) Ran this ten days
behind “It” and did better than average business.
Clara was good as usual but story not comparable
to “It.” (Cresco theatre, Cresco, la.) 44%. August
23. Proper title, rather well produced, well acted
and directed picture. Will please the Bow fans
who are rather numerous. (Palace theatre, Mc-
Ghee, Ark.) 98%. July 18. Considered this nearly
as good as “It.” Drew well on a hot night. (S. T.
theatre, Parker, S. D.)

ROUGH RIDERS, Par, Frank Hopper, Noah
Beery, George Pancroft, Mary Astor, Charles

Farrell, Charles Emmett Mack, Fred Kohler, Fred
Lindsay, 12. — July 27-28. Splendid. Played first
run for the state and it went over with everybody
to very good business. I wish there were some
way I could tell you how good this is, as enter-
tainment and an historical value as well. Charles
Farrell is the shining light, and what a piece of
work that boy turns in. Get after this one, it’s
your own fault if you flop it. Don’t let ’em think
it’s just another big Western. Pay attention to
your music on it. (Mission theatre, Menard, Tex.)
Against my better judgment I charged 50 cents
for this, and while the older element liked the
picture, the younger set did not care for it and
they sure howled about the 50-eent charge. I did
not have to charge 50 cents as I bought the pic-
ture last season without any price restriction, but
the St. Louis office insisted on the price, inasmuch
as they have sold it this year with the 50-cent
price tacked on and claimed it would raise hades
if I did not charge the four bits in question.
They gave me a pre-release date because of Para-
mount week and I stood for the 50-cent admission,
but I’ll bet dollars to doughnuts I would have
grossed more at a lower price and as a result
would have satisfied the customers more easily.
Understand, the picture is okay, but not a 50-cent
draw with me. (Strand theatre, Robinson, 111.)
August 22-23-24. Beery and Bancroft are a riot.
Picture pleased almost 100 per cent. I bought
this a year ago, paid top pi'ice, same as “Com-
mandments,” expecting this to be roadshowed.
But keytown played for regular prices and ruined
my chances to come out even. This picture will
make real money if exploited properly, but don’t
pay more than a Zane Grey picture. (Palace thea-
tre, San Marcos, Tex.)

RUBBER HEELS, Par, Ed Wynn, Chester
Conklin, Thelma Todd, Robert Andrews, John
Harrington, Bradley Barker, Armand Cortez, 6. —
Our patrons did not care for this one. Not much
to it, and we have bought real specials for less
than this cost us. (Cresco theati'e, Cresco, la.)
I didn’t think so much of this one and it did the
poorest second night’s business I have done for
several months so guess my crowd didn’t like it
either. It was called “The Perfect Fool,” and one
of my regulars said as he came out, “Paramount
isn’t making as good pictures as they used to, are
they ?” But the King could do no wrong so we
mustn’t admit it so I told the said regular cus-
tomer that this was just the kind of picture they
liked back in New York City. And it must be or
they wouldn’t have nerve enough to class it as a
special. It makes it hard to run a theatre though
when we have to buy pictures because they suit a
crowd several thousands miles from our theatre.
(Grand theatre, Pierre, S. D. 25%. June 19-20.
Just about the poorest picture I have ever had the
pleasure of showing. Run this picture on an off
night if you cannot afford to shelve it. (H. & S.
theati’e, Chandler, Okla.) Cannot say anything
for this picture. Absolutely rotten. Had people
walk out on this one. (Novelty theati’e, Sealy,
Tex.)

RUBBER TIRES, Pathe-PDC, Bessie Love, Har-
rison Ford, 7. — 76%. February 13. A pleasing
tourist picture well done. However, it is not a
special, not worth a cent more than the average
feature. It’s a good, clean family type of pic-
ture. Should do good business on this at no ad-
vance in admission. (Accola’s Bonham theatre.
Prairie du Sac, Wis.) 40%. May 18-19. This is
a good funny program picture, but no special.
(Silver Family theatre, Greenville, Mich.) 35%.
Not much to it. Story weak and comedy forced.
Not worthy of the directorship of Alan Hale.
(Manzanita theatre, Carmel, Cal.) May 2-3-4.
Good 1 Every step of the way, it’s good. (Palace
theatre, Ashland, O.) 60%. June 10-11. This

is a good one. Pleased far more than the aver-
age picture will and turns out at the end as it
should. (Cozy theatre, Duchesne, Utah.) Aug.
1-2. Just a picture. Business bad. (Strand thea-
tre, Cambridge, O.) A very mediocre picture.
Paid three times too much for it. Just a so-so
nothing to it. (Lyric theatre, Ellendale, N. D.)
50%. March 28-29. A very clever light comedy
drama and should please about 50 per cent of
average patronage. (O. H. theatre, Plattsburg,
Mo.) September 10. Nothing extra although it
was liked and did extra good Saturday night
business. (Palace theatre, Naples, Tex.)

s

SALVATION JANE, FBO, Viola Dana, Parks
Jones, Fay Holderness, Erville Alderson, 6. —
50%. May 6. A mighty ordinary picture. Not
one thing about it to get the people in. (Electric
theatre, Caldwell, Kan.) June 4. A good little
crook picture with Miss Dana exceptionally good.
Pleased and drew. (Arvada theatre. Arvada,
Col.) June 3. A nice little program picture.

28

BOX OFFICE RECORD SECTION OF October 22, 1927

(Trags theatre, Neillsville, Wis.) Pleasing per-
formance. Not much action. (Palace theatre.
Naples, Tex.) Surely pleased. Number stopped
on way out to say good show. (Emmert thea-
tre, Alcester, S. D.)

SATAN TOWN, Pathe-PDC, Harry Carey, 6.—
40%. The poorest Harry Carey picture I ever saw.
When the people were coming out I was not to be
found near the theatx-e. Played November 17-18.
(Wa-Pa-Co theatre, Watervliet, Mich.) A good
average Carey picture. Carey has a certain fol-
lowing who think he is good in most anything.
Played December 18. (Trags theatre, Neillsville,
Wis.) Drew good. Some had not been out for a
year, but Harry has his followers and he is al-
ways good. (Columbia theatre, Poynette, Wis.)

A real good show, will please in all small towns.
Had no crowd, but no fault of picture. Rating
90 per cent. (Opera House, Raymond, Mich.) A
good Western will please all Western fans. Rat-
ing 85 per cent. (Opera House, Raymond, Minn.)

SCARLET LETTER, THE, MGM, Lillian Gish,
Lars Hanson, 9. — 65%. March 22-23. Smooth di-
rection and dramatic acting by both Miss Gish
and Lars Hansen stood all through this production.
While some do not care for this type of picture,
it cannot be denied that this production has a
smoothness and class seldom equalled. (Y. M. C.
A. theatre, Morenci, Ariz. ) Average attendance
at advanced admissions, and seemed to please 100
per cent. Comments all favorable. A real spe-
cial. (Shastona theatre. Mount Shasta, Cal.)
50%. May 15-16-17. A very good picture but no
drawing card. The average picture fans in the
small town do not care for this type of entertain-
ment. Paid entirely too much for it. (Paramount
theatre, Wyoming, 111.) 90%. This picture got

business when we thought there was none to be
gotten. Better on third day than on first. It is
a faithful production of the famous old classic
and done in a manner that holds all the original-
ity of the story without being in the least offen-
sive. (Temple theatre, Bellaire, O.) It is a good
program picture, but not the special Metro is
trying to kid us into believing. (Strand theatre,
Humboldt, la.) 45%. June 13-14. A wonderful
picture in every respect but failed to click at the
box office. I put on an extra big advertising cam-
paign but failed to draw. (Capitol theatre, Para-
gould. Ark.) 80%. June 16-17. A wonderful
picture that pleased a goodly percentage of our
audience, but not one that takes in a 6mall town.
(American Legion theatre, Lena, Wis.) 50%.

July 18. Good picture for city. (Maplewood thea-
tre, Maplewood, Mass.) 100%. July 22-23. A
wonderful production. One of those productions
one is proud to have played. This drew well for
us. (M. W. A. Movies, Brocket, N. D.) 70%.

April 3-4. While I consider this a wonderful pic-
ture. it did not please here. Had a good house
the first day, but scarcely a handful the second,
and am still getting unfavorable comments on it.
(Community theatre, Minneota, Minn.) 80%.

April 6. A very good version of the famous old
story. Everyone seemed to be thoroughly pleased.
Didn’t do the business that we expected to with
it. It’s good, though, and an advertising splurge
should put it over big. (Accola’s Bonham theatre,
Prairie du Sac, Wis.) April 1. This picture drew
people into my theatre that seldom come. It was
placed high in the special class by those who
commented on it. Some, of course, did not ap-
preciate it or like it, but I am glad that I played
it and business was all that could be expected
with this type of 6how. Be sure to have good
music. (Regent theatre, Indianola, Miss.) April
2. Ladies and gentlemen, this is 100 per cent. If
you are complaining of Metro, go ahead, I am not,
so far. (Our Town theatre, Burt, la.) 75%.
March 27. A good picture for the better class of
patrons and will go over if you have a house
that plays to high class patrons. Brings out those
that seldom attend and keeps my regulars away,
as I cater to the working people. (Capitol thea-
tre, North Kansas City, Mo.) 60%. Pleased 75
per cent of those who saw it. (Heights theatre,
Houston, Tex.) March 31-April 1. This picture
is way above the average, especially for a high
class audience. I never have cared much for
Lillian Gish, but her work in this is above criti-
cism. (Strand theatre, Alma, Mich.) 50%. Aug-
28-29. A good big picture, star fair, pleased
about 50/50. (Silver Family theatre, Greenville,
Mich.) 90%. September 12. One of the very
best pictures shown here this year. May not
please the Western fans, but we did not have a
walkout. Should get an advance in price. (Col-
onial theatre, Astoria, 111.) September 13. This
is a wonderful picture. Miss Gish does some good
acting in this one. Had a good crowd. (Thea-
torium theatre, Emlenton, Pa.)

SEA TIGER, THE, FN, Milton Sills, Mary As-
ter, Larry Kent, Alice White, Kate Price, Arthur
Stone, 6. — June 26-27. Should please the Sills
fans. Pretty rough. Seems like everybody has it

in for everybody else and they took it out scrap-
ping. (Trags theatre, Neillsville, Wis.) 50%.
June 18. Good picture. One of Sills’ best. Pic-
ture pleased 100 per cent. Has a fight that will
stand ’em up. (Cozy theatre. Wagoner, Okla.)
50%. April 20-21. Divided. Pleased about 60
per cent. (Home theatre. Oblong, 111.) A good
program. Pleased here and drew fairly well.
Lots of action. A little variety and glad I
played it. (Capitol theatre. Hartley, la.) It is
the best Sills picture made this season, which
doesn’t mean much, but it is a good picture ; you
can promise your patrons that much. (K. P.
theatre, Pittsfield, 111.) August 24. A good sea
story that was spoiled by some very objectionable
scenes. Why do they do it? (Bijou theatre,
Conway, N. H.) 35%. September 3. A good

program picture which seemed to please but did
not do big at box office. Westerns are the only
pictures that will draw on Saturdays. (Princess
theatre, Chilton, Wis.) 40%. August 10. Very
good sea drama but pretty rough and the ladies
did not enthuse over it. (Grand theatre. Rainier,
Ore.)

SEE YOU IN JAIL, FN, Jack Mulhall, Alice
Day, Mack Swain, George Fawcett, Craufurd Kent,
John Kolb, 6. — 20%. August 22-23. Good picture,
but failed to draw. Will please mo6t any audi-
ence. (Cozy theatre. Wagoner, Okla.) Just a
fair picture. (Bonham theatre, Fairbury, Neb.)
50%. Couldn’t say much for this one, except that
we had more walkouts than on any picture that
we have shown for some time. Just a lot of
hokum and no plot. (Paramount theatre. Wyom-
ing, 111.) 75%. June 4. A very pleasing comedy

that drew well. Had lots of favorable comments.
(Capitol theatre, Paragould, Ark.) July 6-7.
Pleasing little program comedy drama. A bit
different from the usual run. Jack Mulhall is
certainly going somewhere and is well on his
way. (Mission theatre, Menard, Tex.) August
18. Not much. Leave it alone. (Colonial thea-
tre, Astoria, 111.)

SENORITA, Par, Bebe Daniels, James Hall,
William Powell, Josef Swickard, 6. — 95%. May
30-31. I filled my house two nights with this and
that is saying a lot for Bebe. There is plenty of
action and just enough love to balance properly.
It’s good entertainment. (Liberty theatre. Weep-
ing Water, Neb.) July 24-25. Here is another
good one from Bebe. She does quite a bit of
Fairbanks stuff and does it well. Action well
sustained and not a draggy moment in the show.
Comments very good. (Cresco theatre, Cresco,
la.) 70%. May 14. We played this one day, on
account of the title, but it’s a real two or three
day picture for any town. Good as they make
them. (Arvada theatre, Arvada, Col.) 50%. June
29-30. Bebe, this is positively a riot. Just as
good as “The Campus Flirt,” (Postville theatre,
Postville, la.) Bebe a regular Fairbanks. They
do not make them much better. (Florence the-
atre, Elk Point, S. D.)

SENSATION SEEKERS, THE, U, Billie Dove,
Huntley Gordon, Raymond Bloomer, Phillips
Smalley, 7. — 23%. June 17. Fairly good program
offering, but poor appeal. (Grand theatre. Rain-
ier, Ore.) 17%. April 20-21. This was a very
fine picture. Business just cannot be had all the
time, and that is the reason Universal will not get
as much money from me next year, week in and
week out, as they have this year. If I cannot get
it week in and week out, they are not going to
either. (Arcadia theatre, Vandergrift, Pa.) Just
a good program picture which should please most
all classes of fans. (Palace theatre, Fayetteville,
Ark.) July 13. Played with Red Apple Club
Radio entertainers, and can’t give it a percentage
rating. It’s good enough, just about what you
would expect from the name. (Pastime theatre.
Mason, Mich.) Another good clean program pic-
ture with an excellent ship wreck for an ending.
(Cozy theatre, Fayette. Ia.)

SERVICE FOR LADIES, Par, Adolphe Menjou,
Kathryn Carver, Charles Lane, Lawrence Grant,
6. — 87%. August 26-27. This is my first picture
on Paramount’s 1927-1928 contract. If they all
measure up to this clean, clever comedy drama,
I’ll be more than satisfied. Drew big Saturday
business. (Strand theatre, Paoli, Ind.) 12%.
August 31. Good picture, but no box office appeal
here. Menjou at his best. (Arvada theatre, Ar-
vada, Col.)

SHIPWRECKED, Pathe-PDC, Joseph Schild-
kraut, Seena Owen, 6. — 25%. April 30. Five
days before showing of this, the writer read the
report of O. R. Oates, Bridge theatre, Petersburg,
W. Va., in Exhibitors Herald of April 23rd. and
after reading this report (he put it 60 strong)
we came near taking his advice and shelving it.
However, we looked up other reports on this pic-
ture, and found some very good ones, so we de-

cided to take a chance at it. Well, hear our
report. We have a few patrons who know a good
picture when they see it, who are great readers
and have read most of the books. We made it
our business to ask these parties their opinion on
this picture, and they all said it was not much
and did not like it. Personally, we are of the
opinion of O. R. O., only we do not make it quite
as strong as he does. Attendance very small due
to flood situation. (Columbia theatre, Morganza,
La.) Just fair. You will forget it 10 minutes
after. (Grand theatre, Breese, 111.) 75%. This

is good picture for any small town. Let’s have
more like them. Played January 29-30. (Wa-Pa-
Co. theatre, Watervliet, Mich.) A fair meller of
the sea. The press sheet on this contains a lot
of bunk to the effect that the actors almost lost
their lives in the making of this wonderful pic-
ture. In fact, the press sheet shows the front
page of the New York paper which the press
agents bunked into believing the story. If any of
this picture was taken off the lot, I do not recall
what part it was. As I said before, a fair pic-
ture. Played January 20-21. (Trags theatre,
Neillsville, Wis.)

SHOW, THE, MGM, John Gilbert, Renee
Adoree, Lionel Barrymore, Edward Connelly,
Gertrude Short, 6. — Rotten, like most of Metro-
Goldwyn output this year. Metro don’t know
what the exhibitors want, or else they think they
are slipping something over on us. (Johnson
theatre, Marmarth & Bowman, N. D.) 70%.

March 19. Not a special but pleasing. John Gil-
bert as the hero is a very immoral, conceited
young man, and of course he is the hero. (Gem
theatre, Edmond, Okla.) Character acting extra-
ordinary. Good picture. Attendance good. Story
a little weak. (Shastona theatre. Mount Shasta,
Cal.) April 10-11. Another of the reasons why
the lion roars and the exhibitors, too. About all
the real props they needed to make this was the
traveling freak show wagons and tents. Gilbert
sure saved on wardrobe, too, as he wears the
same old zebra striped jersey throughout the pic-
ture. There is a little entertainment to some of
the side show stunts, but that is all. Foreign
story, no good, and just another "bloomer” at a
high price. (Pythian theatre. Belt, Mont.) 34%.
May 29. Pleased only a few. A very poor role
for Gilbert and his admirers disappointed. (Grand
theatre. Rainier, Ore.) July 16. Very poor,
nothing to it. Didn’t have much of a crowd.
(Theatorium, Emlenton, Pa.) July 31-August 1.
The wrong type of picture for Gilbert. Did good
business but did not satisfy all. (Princess the-
atre, Chilton, Wis.) 75%. March 27. First show-
ing in Louisiana to show “The Show,” which
shows that we are some chauffeur. Showed it
two weeks ahead of Saenger at New Orleans.
Personally I liked the picture, or, at least the
last two reels, but my people do not care to see
Gilbert look tacky. Put him in debonair, devil-
may-care society roles where he is dressed up and
he gets a glad hand here. (Victory theatre,
Napoleonville, La.) 80%. March 27-28. A little
different type of picture than we have been used
to seeing John Gilbert in, but a good picture.
Had many favorable comments on it. (Liberty
theatre, Quinton, Okla.) 32%. April 12-13. Good
picture of its kind and acting excellent, but
crowd was disappointed to see Gilbert take such
a part. (Arvada theatre, Arvada, Col.) 50%.
March 23-24. Very disappointing picture com-
pared to his last one we played and the people
didn’t hesitate to tell me so. (Capitol theatre.
North Kansas City, Mo.)

SILVER COMES THRU, FBO, Fred Thomson,
Silver King, Silver Prince, 6. — 75%. June 13-14.
Introducing Silver’s little colt — Silver Prince. A
drama of sage and turf spiced with roaring guns
and flashing feet, and a race that will make them
cheer for Silver and Fred. (Arvada theatre, Ar-
vada. Col.) 32%. July 9. This star and horse
draw the children and many adults, too. It is
above the average Western picture. (Happy Hour
theatre, Ewen, Mich.) Very good Western with
lots of comedy. Ranks well with the other
Thomson’s. (Rich theatre, Montpelier, Idaho.)
August 17-18. A race horse story with a Western
setting. The only improbable stuff is the terriffic
speed attained by the horses in the runaway and
later in the race. No shooting, no bloodshed and
the hero licks only two men at once instead of a
houseful. One of the best from this 6tar and
horse. Will satisfy all except blood-thirsty.
(Cresco theatre, Cresco, Ia.) 80%. June 18. This
is a very good Thomson picture and pleased our
patrons much better than “Don Mike.” Had
many good comments. (I. O. O. F. Hall. Grand
Gorge, N. Y.) Sept. 8-9. A good Thomson pic-
ture which will please his fans. (Trags theatre,
Neillsville, Wis.)

SIMPLE SIS, W, Louise Fazenda, Clyde Cook,
Myrna Loy, William Demarcst, Kathleen Cal-
houn, 6. — Wow ! Boys, what a nice big ripe juicy

October 22, 1927

EXHIBITORS HERALD

29

There are Exhibitors in
this broad land of ours

sound, solid men, prosperous, progressive — whose
entire prosperity has arisen through showing

FOX PICTURES

as the backbone of entertainment at their theatres
for years and years. These men know the true

meaning of the phrase

PROFIT WITH FOX

This season they will play

Dolores Del Rio

Victor McLaglen

LOVES OF CARMEN

PAID TO LOVE

George O'Brien Virginia V alii

Janet Gaynor
in

2 GIRLS WANTED
THE GAY RETREAT

Sammy Cohen Ted McNamara

HIGH SCHOOL HERO

Sally Phipps Charles Paddock

PAJAMAS

Olive Borden

Lawrence Gray Jerry Miley

THE COMEDIAN

Greta Nissen

HANGMAN’S HOUSE

Victor McLaglen

Charles Farrell Virginia Valli

NONE BUT THE BRAVE

Madge Bellamy Edmund Lowe

LUNA PARK

Victor McLaglen Greta Nissen

BALAOO

Edmund Lowe

THE UNKNOWN BEAUTY

Olive Borden

FREE AND EASY

Madge Bellamy James Hall

EAST SIDE, WEST SIDE

George O'Brien Virginia Valli

Blanch Sweet

SINGED
THE JOY GIRL

Olive Borden Neil Hamilton

PUBLICITY MADNESS

Lois Moran Edmund Lowe

VERY CONFIDENTIAL

Madge Bellamy

P. M. Cunning Mary Duncan

SILK HATS

Madge Bellamy Victor McLaglen

Edmund Lowe

THE ESCAPE

Janet Gaynor Charles Farrell

COME TO MY HOUSE

Olive Borden

Antonio Moreno Ben Bard

SILK LEGS

Madge Bellamy

FRENCH ANKLES

Madge Bellamy

LADIES MUST DRESS

Virginia Valli Lawrence Gray

Earle Foxe

WOLF FANGS

Charles Morton Caryl Lincoln

Thunder ( the dog)

WHAT PRICE GLORY

Victor McLaglen Edmund Lowe

Dolores Del Rio

TOM MIX

Westerns

JOHN GILBERT

Reissues

And these steady showmen round out their programs with FOX
NEWS, all the FOX COMEDIES and many FOX VARIETIES

BUCK JONES

Westerns

hey are the mainstay of the industry — these year-in year-out exhibitors.

1 uch are the men who9 years ago nailed the FOX banner to their
dagmasts and took Prosperity for their steady bed-fellow. YES, SIR!

30

BOX OFFICE RECORD SECTION OF October 22, 1927

lemon. Warners sure should come out with a big
reduction on next year’s product to even up their
poor product of last season. (Kenwood theatre,
Chicago, 111.) August 31. Punk. Have yet to
play a Warner classic at a profit. They walked
out on this. Second day was terrible. (Palace
theatre, San Marcos, Tex.)

SIN CARGO, THE, T, Shirley Mason, Robert
Frazer, 6. — 80%. This independent bought at a
right price and run at the proper time is just as
good a feature for a high class house as you
would want. Ran it three days to excellent busi-
ness. Lots of talk about it. Story is well
mounted, maybe not so elaborate in detail as
some poorer stories, but one has to watch awful
close to see the sham, and it does not hurt the
story. Good people in it and they know their
stuff. Better box office profit than most big spe-
cials. (Temple theatre, Bellaire, O.) A very
pleasing picture with good box office title. (Eclair
theatre, Cleveland, O.) 37%. March 30-31. A

good little picture. A lot of the big company’s
pictures aren’t half as good. (Walnut theatre,
Lawrenceburg, Ind.) July 25-26. Fair program
picture. (Palace theatre, Ashland, O.)

SLIDE, KELLY, SLIDE, MGM, William Haines,
Sally O’Neil, Harry Carey, Junior Coghlan, War-
ner Richmond, Karl Dane, Paul Kelly, Quinn Wil-
liams, 8. — Boys, M-G-M have dished out another
box office natural, advertise it big and raise your
admission. It’s the greatest baseball picture I
ever played ; a wonderful story with a lot of
good comedy. Get behind it and boost it. 100
per cent entertainment. (Grand theatre. Spring-
field, Minn.) 80%. March 23. A regular picture.
Boost it, raise admission prices, for it is worth it.
Good for any size town. It seems as if every
M-G-M picture I play gets better, and “Slide,
Kelly, Slide’’ is the best picture I have played for
a long time. It is real entertainment all the way.
(Sunshine theatre, Hillsboro, Ind.) 70%. March
24-25. A real baseball picture. Well directed and
well acted. Step on it big and be sure to see it
yourself. We pronounce it about perfect. (Gem
theatre, Edmond, Okla.) 57%. June 5. Excep-
tional baseball picture. Work of entire cast
superb. Pleased everyone that saw it. (Grand
theatre. Rainier, Ore.) 50%. June 12. Don’t get
many as good as this one. Entertaining all the
way and the baseball angle at this time of the
year is real good. (American theatre, Wautoma,
Wis.) It drew extra business in the middle of the
week and patrons spoke very highly of it. (Blende
theatre, Benton, Wis. ) 85%. July 6-7. This is a

knockout. Patrons liked it better than the “Ma-
rines.” Had a good crowd and those who stayed
out want to see it, now it is gone. (Grand the-
atre, Story City, la.) 71%. July 20-21. One
sweet picture, but it failed to do the business we
expected. The picture itself is very fine indeed
and will please everyone who likes a good picture.
(Ingram’s theatre. Ashland, Ala.) May 1-2. Boys,
here is a real show. A knockout for sure. One
that the lion roars about and has a right to.
It is not a big $2 show, nor a 50 cent one for
small towns, but bought right and advertised
right will make money and please at regular
prices. I did not clean up on it due to poor
business this time of the year. Your crowd will
laugh ’til they cry and then be crying real tears.
(Pythian theatre, Belt. Mont.) May 22. Boys, if
your pati'ons like the national sport, don’t fail to
book this one. It’s a knockout. It seemed to
please all my patrons in spite of rain, high water
and most people frightened of a break in the
leeves 50 miles away, with this place high and
dry. (Fairyland theatre, White Castle, La.)
70%. May 19-20. Yes, Sir ! Here is a picture
that is a dandy. Have had more compliments on
this and it has given nearer 100 per cent satis-
faction than any special I have played. Did not
do the business I expected, but business is bad
anyway. (Princess theatre. Buchanan, Mich.)
June 20. 100 per cent entertainment. This is a

positive knockout, especially at this season. Play
it quick. Boost to the sky. (Palace theatre, Mt.
Pleasant, Tex.) One of the best liked pictures we
have shown. (Temple theatre, Federalsburg, Md.)
June 28-29. Here is as good a picture as I have
shown for some time, but was a total flop as far
as the box office was concerned. Did a lot of
advertising on this but just could not get them
in. But it will please if you can get them.
(Sterling theatre, Fairmont, Neb.) 66%. July
22-23. The best audience picture I’ve had this
summer. (Pastime theatre. Mason, Mich.) July
24-26. Very good, but did not do so well at the
box office. Public does not seem to care for base-
ball pictures here. (Bijou theatre, Huron, S. D.)
60%. July 1-2. Very good picture. Didn’t draw
as good a6 I expected. Haines is certainly build-
ing a name for himself. (Alamo theatre. Plain-
field, 111.) 100%. This picture made a hit with

the audience, but should have brought us more

Key to

Abbreviations

Arrow

(A)

Associated Exhibitors

(AE)

Chadwick

(Ch )

Columbia

( Col 1

FBO

(FBO)

First National

(FN)

Fox

(Fox)

Gotham

(G)

Independent

(Ind)

Metro-Gold wyn-Mayer

(MGM)

Paramount

(Par)

Pathe

(P)

Preferred

(Pf)

Principal

(Pr)

Producers Distributing

Corp.. . (PDC )

Rayart

(Ray)

State Rights

(SR)

Sterling

(St)

Sunset

Tiffanv

(T) I

Truart

(Tru)

United Artists

(UA)

Universal

(U)

Vitagraph

(Vit) j

Warner Bros

(W)

Numerals indicate length of picture in

footage or reels. The

dutes are those

on which pictures were played, while

the percentages represent the gross

business as compared

with the record

gross of the house.

money. (Opera House, Brocket, N. D.) 90%.

One of the best pictures we have played in months.
Bill Haines is there and over, boys. Don’t pass
this up or you will miss a good bit. (Liberty
theatre, Tremonton, Utah.) 65%. July 1-2. A
knockout production from every angle. Far su-
perior to “Casey at the Bat.” (Empress theatre,
Akron, la.) 30%. July 13. Great picture, but
did not draw here. It will stand all you can say
for it. Should go over big whever there is a base-
ball following. (Maplewood theatre, Maplewood,
Mass.) 60%. April 19. This one is very good.
Boost it and you can tell them you have a real
show. (Unique theatre, Anita, la.) 60%. Here’s
the best baseball picture every made. It’s also a
real picture from every angle. Personally I en-
joyed this more than any picture that I’ve sat
through in a long time. Book it and boost it.
It will please any audience anywhere. (Grand and
Gem theatres, Cooper, Tex.) 80%. April 25.
Fairly good comedy, but nothing like “Behind the
Front.” The picture pleased most everyone, how-
ever, but hardly what we were looking for.
(Amuzu theatre. Gate City, Va.) The best base-
ball picture we have seen. We believe the best
yet produced. No business, with tent show oppo-
sition. (Palace theatre, McGehee, Ark.) 89%.
July 29-30. This picture has the drawing power,
and will please. Comments favorable. (American
theatre, Perryton, Tex.) August 7-8. A real hon-
est to goodness show that people are still talking
about. Big business for Sunday and Monday. A
pleasure to show such a picture. (Princess the-
atre, Chilton, Wis.) 65%. March 23. Your suc-
cess on this one should only be limited by the
capacity of your house. It sure is good. Roars
of laughter one moment, and not a dry eye the
next. I believe it pleased everyone, and will do
the same for you. Step on her, boys. She’ll give
you satisfaction, but don’t forget to advertise.
(Accola’s Bonham theatre. Prairie du Sac, Wis.)
March 23. A first class baseball picture. Plenty
of action and the baseball scenes are great.
Pleased all who saw it. (Royal theatre, Frank-
fort. Kan., and Regent theatre. Blue Rapids,
Kan.) 100%. April 21. One of the most enter-
taining picture we ever played. It is a great
baseball story, and Haines is in a class by himself
as a wise guy. (Silver Family theatre, Greenville,
Mich.) April 14-15. Did not 6ee this, but heard
wonderful reports on it. Where you have enough
baseball fans this should knock ’em dead. It did
not draw for me at all, but the picture is a dandy.
(Reel Joy theatre, King City, Cal.) Excellent.
Everything you want to make a picture. Pathos,
lots of comedy, good action, good story, excellent
cast assisting. Step on it. A sure winner. (Capi-
tol theatre, Hartley, la.) 80%. May 2-3. A real

drawing card with just a little extra advertising,
and not only that, but a very pleasing picture.
It’s hot and should be run now, as it has a lot
of baseball in it. Plenty of comedy and action
to suit all classes. (Princess theatre. Lincoln.
Kan.) 75%. May 4-5. The best baseball picture
I have ever screened. Good from any angle if
you step on it. Can't help but make you money.
(Electric theatre, Caldwell, Kan.) April 3-4. The
papers are so full of favorable comment on this
that I can’t add much. I have not had a picture
in a year that got me as many compliments as
this one did. Unfortunately, I played it before
anybody knew anything about how good it was,
so did not step on it very hard and did not do
the business could do if I played it now. Go after
it hard. (Strand theatre. Alma. Mich.) 70%.
This picture has everything. Pleased the biggest
part of our patrons 100 per cent. (Arvada the-
atre, Arvada, Col.) 65%. March 30-31. One of
the best for many months. As well as being
real baseball story, it had loads of clean fun,
some heart stuff, when the little boy (Junior-
Coghlan) prays, etc. And right now we wish to
say that, in our opinion, not even Coogan can
touch this kid when under good direction, as he
was in this picture. (S. T. theatre, Parker,
S. D.) August 20. A very, very good picture
and one which will please, and which certainly
held my audience. (Powers theatre, Red Creek,
N. Y.) 75%. August 7. This picture is a wow.

Has everything, pleased everybody. It’s clean, has
comedy, story, etc., and made a real hit here.
(American Legion theatre, Lena, Wis.) 24%.
September 7-8. A very good picture. All the
cast did fine, but a very bad, rainy night hit us,
so we cannot tell what the picture might have
done. We did not have half the house we ex-
pected. (Cozy theatre, Duchesne, Utah.) This
one extra good. (Wade H. Kerr. Spiceland, Ind.)
A good baseball picture as has ever been pro-
duced. (Grand theatre, Breese, 111.)

SMILE, BROTHER, SMILE, FN, Jack Mulhall,
Dorothy Mackaill, 7. — September 11-12. A fail-
picture to average business on the season's hottest
Sunday night. (Cresco theatre, Cresco, la.) Not
much to this one. Just another picture. (Blende
theatre, Benton. Wis.) August 31. A pretty good
comedy drama. Nothing wonderful about it, but
a little better than usual First National product
this year. (American theatre, Wautoma, Wis.)

SOCIAL CELEBRITY, A, Par, Adolphe Men-
jou, Louise Brooks, Greta Nissen, Roger Davis,
Hugh Huntley, Chester Conklin, 6. — 22%. June
6-27. Just fair. Menjou is much more convincing
as the titled foreigner than in the role of the
hick barber. (Pastime theatre. Mason, Mich.)
75%. April 29. Here is one Menjou picture that
will go over in the small town. It’s a good com-
edy drama. Chester Conklin deserves special men-
tion. Pleased a good sized Saturday crowd.
(Strand theatre, Paoli, Ind.)

SOMEWHERE IN SONORA, FN, Ken May-
nard, Katherine Collins, Tarzan, 6. — July 21-22.

Boys, if any of you have been hesitating about
this fellow don’t wait any longer but step right
out and grab him at the earliest opportunity.
He’s a ridin’ fool with a dandy personality. His
horse, Tarzan, while probably not as good as
Silver King, is good. A very good picture filled
with action and beautiful scenery. Out of 11
billion Westerns I have run this is the first one
I recall that did not depict the Mexicans in the
picture as a lot of dirty, back-stabbing greasers.
It is quite a relief. (Trags theatre. Neillsville,
Wis.) 50%. May 28. Had a medicine show as
competition and picture drew me a fair crowd
in spite of the fact, so I guess a fellow should
feel satisfied. This fellow is sure there with the
goods. Every bit as good in performance as
Thomson and Mix. (Paramount theatre, Wyom-
ing, 111.) If you haven’t seen this picture you
have never seen any riding. Ken rides all over
the old horse. Story not so much, but all in all
it is a mighty good offering, and will please.
(Twilight theatre, Greensburg, Kans.) 80%.
Here’s a rattling good picture of a two gun man,
a regular son of a gun. and he’s bad, bad, bad.
Oh, Boy ! how that boy Ken rides. It’s a wow.
(Lyric theatre, Abilene, Kan.) Another hum-
dinger from Ken Maynard. Run a Maynard and
you can’t go wrong. (Liberty theatre, Lynden,
Wash.) June 4. Very good. Plenty of action.
Horseback riding, fighting, beautiful scenery. Pre-
dict this star will pass them all. (Bijou theatre.
Conway. N. H.) 60%. July 25. As a Western

star I like Ken Maynard as well as any Western
6tar on my list. While he doesn’t draw quite so
well, yet he will if he keeps up this good work.
(Colonial theatre, Astoria, 111.)

SONORA KID, THE, FBO, Tom Tyler, Frankie
Darro, 5. — Five reels of nothing. The advertise

October 22, 1927

EXHIBITORS HERALD

31

Tom and His Pals which must be the horse and
dog, but they are just in the show, as they don’t
do anything special. (Pleasure theatre, Sanborn,
Minn.) 50%. July 16. Played this with “Monkey
Talks.” This one not as good as the other Tyler’s.
Tom much better with Frankie Darro. (Maple-
wood theatre, Maplewood, Mass.) 60%. Look out
Tom, you had better not leave little Frankie and
the pony out of your pictures. After this one
you’ll be on the shelf. Not as good as most Tyler
pictures. (Rialto theatre, Knoxville, Tenn.) 70%.
May 27. Good Western to nice business. (Strand
theatre, Paoli, Ind.)

SORROWS OF SATAN, Par, Adolphe Menjou,
Carol Dempster, Ricardo Cortez, Lya dc Putti, 9.
— August 10-11. The stock comment was “it was
good enough picture, but I did not like it.”
Bought on a split basis and was the biggest B. O.
flop of any production ever run in this house on
those terms. One patron astounded me a few
days later by remarking, “I think ‘Sorrows of
Satan’ was wonderful.” I hastily agreed as he
was serious. (Cresco theatre, Cresco, la.) Did
not please. Two people made a favorable report,
the other 38 said very poor. No pulling power.
(Blende theatre, Benton, Wis.) 98%. June 2.
With extra advertising this brought a large
crowd. The picture isn’t up to much, in my opin-
ion, although the people said they liked it. What
I can’t understand is, this kind of picture brings
a lot, and a good one like “The Quarterback” or
"The Campus Flirt” doesn't get half as much.
(Gem theatre, Greenriver, Utah.) 15%. Very
sorrowful. I think Satan must have chuckled just
a little when the exhibitors were handed this one.
If you haven’t already contracted for this, don’t
do it. (Manzanita theatre, Carmel, Cal.) Another
of those fine old Shakespearian affairs. Much
ado about nothing. High art and vile people and
unpleasant story and don’t buy it if you can
help it. Did one of the biggest flops I ever have
had on my second night. It is a big picture but
big only in price and footage and scenes and peo-
ple. It sure is small in entertainment. (Grand
theatre, Pierre, S. D.) May 1-2. No good for
our town and no special. Our people did not
like it. Some walked out on it. I stayed with
the operator. Do not play it in small towns.
We paid a big price and did not take in enough
to pay film rental. Weather fine, but they saw
the title and did not come in. Only a regular
picture. (Royal theatre, Ft. Recovery, O.) 80%.

March 30-31. Cannot agree with those who call
this a lemon. Consider it a big attraction. Drew
good business the first night and big business the
second night. (Strand theatre, Paoli, Ind.) 40%.
A very poor special, not a good program picture.
Paramount sure made a flopper in thus one. (Ox-
ford theatre, Oxford, O.) April 4-5-6. Something
like “Faust.” The acting was good by all, but
the people in our section were disappointed with
this one. Let’s have a good one from you next
time, Mr. Griffith. (Benn theatre, Philadelphia,
Pa.) May 1-2-3. A very evident intention was to
was to make a big picture out of this, but a very
dismal failure was the result. I should say that
10 per cent of the people who saw it thought it
was fine. The other 90 per cent went out holding
their noses, figuratively speaking. Drawing power
very poor. (Strand theatre, Alma, Mich.) This
picture is only fair. May be slightly above the
average but that’s all, and it’s not the big special
that was advertised, neither does it draw or please
like it should. It’s just another good picture,
that’s all. (Rich theatre, Montpelier, Idaho.)

SPECIAL DELIVERY, Par, Eddie Cantor,
Jobyna Ralston, William Powell, Donald Keith,
Jack Daugherty, Mary Carr, 6. — 20%. This no
doubt would have made a very nice two reel
comedy, as all the worth while gags and action
could have easily been handled in that much
celluloid. Not a special by any means and is
worth probably one-third the rental asked. The
box office suffered and we wrote the finals in red
ink. (Manzanita theatre, Carmel, Cal.) A really
good comedy with some clever stuff incorporated.
Was a grand flop here notwithstanding extra ad-
vertising. Majority of people here do not care
for Cantor. Way oversold to me, as it is not a
special as Paramount claims it to be. (Capitol
theatre, Delphos, O.) 20%. This is about as

silly a picture as has been sprung. The press
reviewers out of respect for Cantor’s stage ability
gave it a break but the audience in the movie
theatres pan it unmercifully. A weak slapstick
with not as many laughs as an ordinary two-reel
comedy which is about the class it is in. Worst
big star flivver we have seen. (Temple theatre,
Bellaire, O.) 15%. July 10-11. Failed to gross

film rental on this one. A dismal flop at the
box office. Fairly amusing. (Empress theatre,
Akron, la.) A high priced program picture. Two
things were special about this, the price and the

first half of the title. Business below the average
and comments indifferent. (Cresco theatre, Cresco,
la.) 40%. May 29-30. We could not get them
out, even with Chaplin’s "Shoulder Arms” added
to the program. Not as good a picture, nor as
funny as “Kid Boots.” Clara Bow got out the
crowd on “Kid Boots” and without her Cantor
has no drawing power here. (Majestic and Air-
dome theatres. Las Vegas, Nev.) Not near the
picture "Kid Boots” was and would not consider
this worth more than half the money I paid for
it. (Reel Joy theatre. King City, Cal.) 30%.
June 8-9. Ouch ! What a flop I took. But I
expected it after playing “Barbara Worth.” How-
ever, it is a dandy picture for Sunday showing.
Would say that it is not quite so good as “Kid
Boots.” (Postville theatre, Postville, la.) A very
fine comedy, one that hits. (Oxford theatre,
Oxford, O.) 50%. June 9-10. Drew only fair.

Good for those that like Cantor, but others will
say, “Not much.” (Arvada theatre, Arvada, Col.)

SPLITTING THE BREEZE, FBO, Tom Tyler,
Peggy Montgomery, Harry Woods, Barney Furey,
Tom Lingham, Red Lenox, Barbara Starr, 5. —
59%. August 20. A good Saturday night picture,
but not quite up to the Tyler standard. Had op-
position in form of tentshow, but got a fair
share of the business. (Princess theatre, Lexing-
ton, Tenn.) 38%. August 12. Not nearly as
good as the ones with Frankie Darro. Just an
average program Western. (Strand theatre, Paoli,
Ind.) 75%. July 9. Tyler is fairly good in this
one. Looks like he might be a coming Western
star. Plenty of room for improvement, however.
(Empress theatre, Akron, la.) Factory made.
You can get this kind of stuff from any mail
order house. First one I got without Frankie
Darro and must say Tom is not much without the
kid unless he gets better stories. (Pleasure thea-
tre, Sanborn, Minn.) A very good Western.
Tyler is making good, also his pals. (Lyric thea-
tre, Earlville, 111.)

STARK LOVE, Par, Forrest James, Helen
Munday, 6. — A dandy picture and we can use
more like it. It is A-l for satisfying patrons.
One wonder why more people from backwoods dis-
trict are not used. They do their stuff. (State
theatre, Alexandria, Minn.) 75%. September 9-10.
(Vine theatre, Mt. Vernon, O.)

STEEL PREFERRED, Pathe-PDC, William
Boyd, Vera Reynolds, Hobart Bosworth, Walter
Long, William V. Mong, Charles Murray,
Nigel Barrie, Helen Sullivan, Ben Turpin, 7.
— 40%. April 13-14. Played thi6 as feature
No. 1 on double bill, but the print we got
wasn’t half there. If you can get a new print
you are in playing this one. (Khattar’s theatre,
Sydney, N. S., Can.) 50%. March 26. You
brother exhibitors who have not played this pic-
ture, get busy and book it. Promise your patrons
a good laugh and a fine picture in every way and
they will thank you. William Boyd is some actor.
We are sorry that we haven’t more pictures un-
der contract of this actor. We thought the thea-
tre building would topple when William was chas-
ing the olive. (Columbia theatre, Morganza, La.)
Jan. 24. Good attraction for any man’s house.
(Palace theatre, Naples, Tex.) 42%. April 20.
A real picture that ought to go good any place
and on any night. It certainly pleased our
house and heard no unfavorable comments on it.
(Legion theatre, Holyrood, Kan.) 15%. This is
a dandy program picture and pleased what few
saw it. If you can get them in, it sure will
please, but the title is hard to sell to the public.
(Heights theatre, Houston, Tex.)

STEPPING ALONG, FN, Johnny Hines, Mary
Brian, William Garden, Ruth Dwyer, Dan Mason,
8. — 65%. April 13-14. Hines always seems to get
the crowd with him at the very start. Not a
great comedy. In fact, not too good, but Johnny
works hard and puts over the picture in nice
shape. (Postville theatre, Postville, la.) 40%.
A very satisfactory farce comedy. Some may
think it silly, but should please that average fan.
(Manzanita theatre, Carmel, Cal.) 20%. May 13.
Johnny’s dancing is all that saved this picture
from being a thin entertainment, but he worked
hard and saved it as a program picture. I call it
fair. The star is clever. (Silver Family theatre,
Greenville, Mich.) A dandy comedy drama full
of laughs. Book it if your patrons like comedy.
(Strand theatre, Griswold, la.) August 6. A
good comedy play but no business getter. Did
only half as much as Jones or Mix will do.
(Princess theatre, Chilton, Wis.) April 1. There
was a division of opinion on this one, some
liked it, some commented it was not as good as
some of Johnnie’s previous ones. I personally
did not think it was as good as some. (Fairyland
theatre, White Castle, La.) 85%. August 5-6.
Good comedy. If your crowd likes Johnny Hines
as well as ours does, this will surely please them.
(Community theatre, Minneota, Minn.) 65%. Ideal

PRODUCT IOMT

for 1927 - 1928

Mrs. W allace Reid

in

“THE SATIN WOMAN”

Helen Chadwick, Pat O’Malley
and Henry Walthall

in

“THE ROSE OF KILDARE”

Carmel Myers

in

“THE GIRL FROM RIO”

Claire Windsor

in

“BLONDES BY CHOICE”

Ralph Graves and Gertrude
Olmsted

in

“THE CHEER LEADER”

Percy Marmont

in

“THE FRUIT OF DIVORCE”

Mae Busch

in

“BARE KNEES”

Percy Marmont

in

“THE MAN HIGHER UP”

All star cast

in

“UNITED STATES SMITH”

Chester s Famous Comedy

“THE HEAD OF THE
FAMILY”

The great Owen Davis play

“THROUGH THE BREAKERS”

A novel “ back stage ” story

“THE CHORUS KID”

Something different in dramas

“TURN BACK THE HOURS”

and

Mrs. Wallace Reid and a marvel-
ous cast in

“HELL SHIP BRONSON”

These consistently good
“Built for the Box Office”
productions released regionally by

LUMAS FILM
CORPORATION

Sam Sax, Pres. Budd Rogers, Vice-Pres.

1650 Broadway, New York City

Foreign Rights

British & Continental Trading Co., Inc.

J. Barnstyn, Pres.

1540 Broadway - New York

32

BOX OFFICE RECORD

SECTION OF October 22, 1927

Saturday picture for us. The gags were good and
Coney Island episode is especially funny. (Emi-
nence theatre. Eminence, Ky.) 43%. Can't say
very much for this one. Not so good as some
of Johnny’s pictures. (American theatre, Perry-
ton, Tex.) A very entertaining picture for Satur-
day night show. (Blende theatre, Benton, Wis.)
70%. September 17. Our people like good com-
edy and this one pleased all. There is plenty of
action, no draggy footage, and it sure should go
well in any small town. (Candor theatre, Candor,
N. Y.) 74%. July 9. Pretty fair comedy. Opin-

ion of patronage divided. High percentage due to
running “Race to Paris” with this. More came
to see Lindy than Hines. (I. O. O. F. Hall, Grand
Gorge, N. Y.) 28%. April 21-22. A very good

program picture and about up to the standard of
the Hines pictures. Hines draws very well here,
but, as business is poor, we just about made ex-
penses. (Cozy theatre, Lamont, Okla.)

STOLEN BRIDE, THE, FN, Billie Dove, Lloyd
Hughes, Lilyan Tashman, Armand Kaliz, Frank
Beal, Clive Moore, 7. — August 28-29. This sure
is an excellent picture. Business was not what
it should have been. I think "The Stolen Bride”
will go far to establish Billie Dove. Luck to her.
(H. & S. theatre, Chandler, Okla.) Again First
National scores with a real entertainment, inter-
esting, romantic, delightful and lavishly produced,
so big in sets that most any one will sit up and
take notice. If I may get personal would say
Billy Dove is everything one should expect in a
movie star, and I am sure she is soon to be an
outstanding celebrity. As for Lloyd Hughes he
does his usual fine performance. What more can
I say. (Cozy theatre, Winchester, Ind.)

SUMMER BACHELORS, F, Madge Bellamy,
Allan Forrest, Matt Moore, Hale Hamilton, Lelia
Hyams, Charles Winninger, 7. — 40%. May 7-8.

This is not the special picture that Fox tries to
make one believe it is. Only a fair program
picture without much box office power. (Legion
theatre, Elmwood, Wis.) A very ordinary pro-
gram picture sold as a special. Very much over-
rated. Cannot tell drawing power as a storm
hit the town at show time. No business. (Rex
theatre, Gilman City, Mo.) June 15-16. Sold to
me for a special, but was a picture that did not
please 10 per cent. Wish I had left it in the
can — just junk. I did not clear expenses and
with no opposition. (Star theatre, Middleport,
N. Y.) 50%. April 30. Not the special that

Fox sold it for. A fair program picture and
about as clean as the title suggests. (Gem thea-
tre, Edmond, Okla.) 81%. June 15. Played
this to the beet midweek house we have had for
months and it certainly did please them all. Not
a big special but a little better than the average
program picture. We bought it right and so
made a nice piece of money on it. (Legion thea-
tre, Holyrood, Kan.) Can’t see where they get
that special stuff. I ran hundreds of program
pictures that are as good as this. The picture
should stand some censoring, too. Will expect
the Fox salesman to apologize next time he calls.
(Diamond theatre. Lake Odessa, Mich.) June 29.
Look out Mr. Billum Fox, we paid a special
price for this baby. It’s all right at regular
rental and regular admission. (Palace theatre,
Mt. Pleasant, Tex.) Our first Fox, and it’s
nothing big and not for Family Night either.

Drew well and pleased our crowd. (Hammond
theatre, Hammond, Wis.) 62%. February 21-22.
Not a big special but a fine picture. We raised
prices and no one kicked. However, I am 6orry
we raised them, as the picture really is not

worth it. (Opera House, Montour Falls, N. Y.)

This picture has box office power, but it’s not a
special. Lots of kicks. Nothing to it at all.

(Lyric theatre, Atkinson, Neb.) 80%. August 20.
A fine picture well made and directed. Boy, you
can’t go wrong on this girl, another Colleen and
Clara in this county. I say county, as I am the
only one in the county who 6hows her and they
nme from all over the county to see her play.
(Bonny theatre, Mansfield, Mo.)

SUNNY SIDE UP, Pathe-PDC, Vera Reynolds,
Edmund Burns, George K. Arthur, ZaSu Pitts,
Ethel Clayton, Louis Natheaux, 6. — May 14. It

started off disappointing, but ended pleasing all
and entertained okay. (Fairyland theatre. White
Castle, La.) 35%. April 25-26. Just a fair pro-
gram picture. Nothing special. (Odeon theatre.
Cottonwood Falls, Kan.)

SUNSET DERBY, THE, FN, Mary Astor, William
Collier, Jr., Ralph Lewis, David Kirby, Lionel
Belmore, Burt Ross, Henry Barrows, Bobby Doyle,
5. — August 12. Dandy good little racing story
that drew well for one night and pleased just
about 100 per cent. It is advertised as being
different from the usual race track picture and
it is. (Mission theatre, Menard, Tex.) 50%.
August 23. A pleasing horse race drama which
I played with Dempsey-Sharkey fight pictures.

(Princess theatre, Chilton, Wis.) August 5-6.
Very pleasing little picture. (Bijou theatre,
Huron, S. D.)

T

TARZAN AND THE GOLDEN LION, FBO,
Harold Goodwin, Edna Murphy, Dorothy Gulliver,
James Pierce, 6. — 50%. March 18-19. Very good
picture. Struck bad weather so didn’t do much
at box office. (Rialto theatre, Stromberg, Neb.)
90%. April 3. Director MacGowan made a
mighty good jungle story of this Edgar Rice
Burroughs book. Harold Goodwin, Edna Murphy,
Dorothy Gulliver, were players supporting James
Pierce, the Tarzan of this picture. All efficient.
(S. T. theatre, Parker, S. D.) June 6-7. A very
nice picture but was not what the people expected
it to be. There was some hair raising scenes
in it and all enjoyed it although it was impossible
for it to be real. All the young folks said it
was great. (Palace theatre, Naples, Tex.) 100%.
This is one grand little picture. We went to the
woods and confiscated grape vines, trees, etc.,
and constructed a jungle lobby which proved
enough attraction to pack our house for three
days, to S. R. O. business. Buy it and go after
it. (Rialto theatre, Knoxville, Tenn.) 64%.
April 26. A regular Tarzan picture. Some im-
possible stuff. Good trained lion. Excellent com-
edy by apes. (Community House, Greenwood,
Ind.) 60%. April 29-30. A very good produc-
tion. Pleased patrons. (Empress theatre, Akron,
la.) May 5-6. This is an extra good drawing
card. Filled with the kind of hokum they like.
Direction, story and cast very good. Have run
15 episode serials that didn’t have more hokum
in it than this has in six reels. (Trags theatre,
Neillsville, Wis.) 50%. June 15. A good jungle
picture that drew a lot of children and less
adults. But all were well pleased who attended.
(Arvada theatre, Arvada, Col.) June 8. This
drew kids and pleased them. But for adults,
especially ladies, bah. (Palace theatre, Mt. Pleas-
ant, Tex.) Entertaining Tarzan picture. (Happy
Hour theatre, Jasper, Minn.) 70%. April 6-7.
A good small town picture where action is de-
sired. Good box office attraction that pleased.
(Scenic theatre, Rolfe, la.) March 14-15. Boys,
here is a picture that is different, and went over
fine with my audience. Of course it’s a big lie,
but one of my patrons said, “I always enjoy a
good lie.” Absolutely clean. (Cozy theatre, Fay-
ette, la.) 50%. May 3-4. This was well liked
and almost ruined our house record for Tuesday
and Wednesday. Animal pictures take well here
and this will go any place in the week. (Sun
theatre, Sargent, Neb.) This picture drew them
in and pleased the majority. It was a money
maker for me on midweek dates. My advice to
the small towns is to run it. (Rich theatre,
Montpelier, Idaho.) 65%. September 9. Friday
is my weakest night of the week. This drew
the best Friday business in five years. Picture
is there strong. Action galore. (Strand theatre,
Paoli, Ind.)

TAXI DANCER, THE, MGM, Joan Crawford,
Owen Moore, William Orlando, Marc MacDer-
mott, Gertrude Astor, Rockliffe Fellowes, Doug-
las Gilmore, Bert Roach, Claire McDowell, 6. —
18%. May 24-25. A bright light picture that is
a bit too spicy for the average small towner.
(Arvada theatre, Arvada, Colo.) February 27-28.
Snappy, fast moving story of the cities’ dance
halls with a star that is a comer. Nothing big
about the pictures and nothing obscene. A few
touches of comedy and the star shows she can
act. (Pythian theatre, Belt, Mont.) 41%. May
8. Story not much and only pleased a small part
of patrons. (Grand theatre. Rainier, Ore.) 80%.
April 17. A good snappy and entertaining pic-
ture, to good Sunday business. (Princess theatre,
Chilton, Wis.) June 27. A nice juicy lemon and
poor attendance is effect of that good one from
Metro last week, “Slide, Kelly, Slide.” (Palace
theatre, Mt. Pleasant, Tex.) July 12-13. Just
an ordinary program picture. Joan Crawford is
good but do not think she should play such
parts. Played two nights to the poorest crowds
for a long time. (Sterling theatre, Fairmont,
Neb.) 30%. July 26. This is a good picture.
(Gem theatre, Greenriver, Utah.) 70%. March
25-26. Having seen several unfavorable reports
on this, I was pleasantly surprised to find that
it went over O. K. Everyone liked it and I
have heard no unfavorable comments. (Com-
munity theatre, Minneota, Minn.) This crawford
girl steps out in this one. It is a picture for
sophisticates. Did just fair. (Bedford theatre,
Bedford, Pa.) 40%. Here is a little picture that
certainly surprised me as regards comments from
my patrons. Fully 75 per cent of them stopped
as they came out to tell me how well they liked
it. (Grand and Gem theatres, Cooper, Tex.)

April 26. This picture is good, but not for small
towns. The work of Joan Crawford is wonderful.
Here is a comer with grace, beauty, charm and
everything to make her great. Watch this pro-
duction. (Palace theatre, Aurora, Ind.) Abso-
lutely not fit to be shown in a small town. My
patrons don’t like this type of picture. When
producers get away from pictures of this type
they will be better off. So will the exhibitors.
(Princess theatre, Danforth, Me.) 80%. Septem-
ber 1-2. The best program of its kind for some
time. (Electric theatre, St. Francis, Kan.) 65%.
March 5. We can't find any fault with Joan in
this one, and the picture was pretty good. A
little too suggestive, possibly, for small town fans,
a little indefinite at times, but, boy, the subtitles
were snappy and right up to the minute. Good
photography. (Accola’s Bonham theatre, Prairie
du Sac, Wis.) 10%. March 9. A program pic-
ture with just enough suggestive spots in it to
spoil it. Not a small town picture. 50 per cent
satisfaction. (Silver Family theatre, Greenville,
Mich.) Fair program. Will just get by. Neither
good nor bad. (Princess theatre, Crandon, Wis.)

TAXI, TAXI, U, Edward Everett Horton, Mar-
ion Nixon, Burr McIntosh, William V. Mong,
Lucien Littlefield, 7. — 70%. February 16-17. The
best Edward Horton has ever made. A riot of
fun without pajamas, baths or bedrooms. Marion
Nixon quite as good as Horton. Wish we had
known how good it was. (S. T. theatre, Parker,

5. D.) 40%. A very good farce comedy. While

not in a class with "Poker Faces,” it is sure to
please. (Manzanita theatre, Carmel, Cal.) 85%.
A darn good picture and full of laughs. (Lyric
theatre, Abilene, Kan.) 30%. Universal has yet
to get us a real big box office bet on our serv-
ice contract this season. Looks like they pulled
them all out to sell as specials. Fortunately, con-
tracts expire and a time for renewals is coming
shortly. This is just a so-so comedy-drama with
Edward Horton walking through it trying to look
funny with not a lot to do. (Temple theatre.
Bellaire, O.) A good clean comedy. Not a big
picture, but just an ordinary program picture.
(Cozy theatre, Fayette, la.) April 16. I was a
little afraid of this one until I saw it run off,
and it proved to be quite an entertainer, so don’t
be afraid of it. (Fairyland theatre. White Castle,
La.) Really much better than any of Horton’s
former pictures. Real entertainment and lot of
comedy. (Lyric theatre, Abilene, Kan.) 33%.
August 12. Entertaining story but no pull at the
box office. (Grand theatre. Rainier, Ore.)

TELEPHONE GIRL, THE, Par, Madge Bellamy,
Holbrook Blinn, Warner Baxter, May Allison,
Lawrence Gray, Hale Hamilton, 5.-47%. July

6. A real picture. From the title my folks

expected a comedy, but instead got a thrilling
drama with a splendid story. (Crystal theatre.
Silver Creek, Neb.) 30%. July 5-6. A fairly
good picture to no business. Pleased few it drew.
(Empress theatre, Akron, la.) Without a ques-
tion a 100 per cent high-class entertainer. Noth-
ing but favorable comments made as they passed
out on this one. (Fairyland theatre. White
Castle, La.) 65%. July 18. One of the best
pictures we have played this year. Our patrons
didn’t fail to tell us how much they liked this
one which was very gratifying. A wonderful
cast in a good story, with one of the best direc-
tors in the business, Herbert Brenon. (Ingram’s
theatre. Ashland, Ala.) 21%. August 31. Po-
litical type story. Seemed to please all who saw
it. (Grand theatre. Rainier, Ore.) Just an aver-
age program picture sold at a higher price than
it is worth. While I did not like it, several ladies
told me it was very good. Judge for youreelf.
(Capitol theatre, Delphos, O.) 40%. April 30.

A drama of politics and reputations. It’s good,
but no draw. Flopped. (Arvada theatre, Arvada,
Col.) Good picture for tieup, and will please 75
per cent. (Bonham theatre, Fairbury, Neb.)

TENDER HOUR, THE, FN, Billie Dove, Ben
Lyon, Buddy Post, T. Roy Barnes, Alec. B.
Francis, 8. — May 1. Billie Dove’s first star pic-
ture and it is plain to see that she is deserving
of the honor which was conferred upon her.
Billie is not only beautiful to look at, but carries
the dramatic situations just as easily as she is
graceful. The photography and lighting are very
good. Billie Dove and Ben Lyon make a wonder-
ful team. The settings are very elaborate. Re-
ceived many good compliments on the showing
of this feature. Played this feature right on
national release date. (Firemen’s theatre. New
Hampton, la.) 40%. July 15-16. Real high class
picture that will please the most exacting. Had
a carnival for opposition. The percentage should
have been better. (American theatre, Perryton,
Tex.)

TEN MODERN COMMANDMENTS, THE, Par,
Esther Ralston, Neil Hamilton, Maude Truax,
Jocelyn Lee, Arthur Hoyt, 6. — July 5. This is
beyond question one of the best entertainments

October 22, 1927

EXHIBITORS HERALD

33

NATIONAL SCREEN SERVICED

Distributed, throughout the United States from

CHICAGO NEW YORK LOS ANGELES

845 S.Wabash Ave. .* 126-130 W.46*St. * 1922 S.Vermont Ave.

Esther Ralston has ever made. She has the cour-
age to look and act her parts, even though it
requires her to dre6S in shabby, slavey clothes.
Plenty of back stage scenes. Just what the crowd
wants these hot days. This is good. (Regent
theatre, Indianola, Miss.) 75%. August 2-3.
Good entertainment. Beautiful star, beautiful
settings, and a clever and amusing story. (Com-
munity theatre, Minneota, Minn.) 70%. A hot
one of the “Get Your Man type.” It pleased and
drew here O.K. (Arvada theatre, Arvada, Col.)
July 19. A very good picture with a title that
had no drawing power for me. (Cresco theatre,
Cresco, la.)

TERROR OF THE BAR X, FBO, Bob Custer,
Ruby Blaine, 5. — 95%. I found this the best
Custer I ever played, and I have played them all.
Buy it and boost it. Bob, give us more like this
one. Pleased my Saturday night crowd and
that’s what I am looking for. (Strand theatre.
Jewel, la.) June 24. Folks said plenty good.
Played to S. R. O. for 10 cents. On account
of opposition cutting price to 10 cents, also came
down. Some fair competition we have in Texas,
eh ? We can all fill our seats at a dime, but
where will we profit. FBO have the Westerns.
(Palace theatre, Mt. Pleasant, Tex.) 50%. July
23. Good Western and did average business for
Saturday. Custer is good drawing star for me.
(Cozy theatre. Wagoner, Okla.) 49%. May 31.
Romance and rough stuff. Good. (Arvada thea-
tre, Arvada, Col.) May 1. Extra good business
on this, although it did rain. Good drawing
card. (Palace theatre, Naples, Tex.)

THIRD DEGREE, THE, W, Dolores Costello,
Rockliffe Fellowes, Louise Dresser, Jason Robards,
Kate Price, Tom Santschi, David Torrence, Harry
Todd, 7. — 36%. April 21. Good melodrama. Fine
photography, copied after "Variety.” (Gem thea-
tre, Greenriver, Utah.) May 23. An excellent
attraction which gave satisfaction at 15 and 35
to those who came, but just made expenses. They
won’t come out to raised admission this year.
(Lyric theatre, Ellendale, N. D.) April 24-25.
An excellent picture, although it did not draw as
I thought it would. All of the "Third Degree”
sequence had been cut out of the print we had,
doubtless by the police censor in Detroit, which
made quite a jump in the story, but it got by.
(Strand theatre, Alma, Mich.) 55%. June 5.
A very good picture, but a complete flop at box
office. Did only 75 per cent of regular Sunday
business. (Princess theatre, Chilton, Wis.) 60%.
A fairly interesting story of the old stage melo-
drama of the police third degree. Was very much
toned down and a better story than on the stage.
Had more detail. Wonderful acting made it above
the average. (Temple theatre, Bellaire, O.) 52%.

February 4-5. Fine picture, but business is still
hard to get for some unknown reason. (Lyric
theatre, Abilene, Kan.) May 22-23. The story
was very entertaining and the whole cast was
good. (Brooklyn theatre, Detroit, Mich.)

THREE HOURS, FN, Corinne Griffith, John
Bowers, Hobart Bosworth, Paul Ellis, Ann
Schaefer, Baby Mary Louise Miller, 7. — 55%.
April 10. Parts of it quite sad, but good acting
and interesting and had many favorable com-
ments. Believe it will please the women much
more than the man patrons. (American theatre,
Wautoma, Wis.) April 14-15. Beyond a doubt
this is her best picture. All of us boys have
been stuck on her previous stuff, but will say
this one sure pleases the patrons. My advice to
all exhibitors is to step on this one and try to
win back what you have lost on her other pic-
tures. You can not over-advertise this picture.
(H. & S. theatre. Chandler, Okla.) A very fine
production. Pleased a big crowd much better
than "Lady in Ermine.” (Brooklyn theatre, De-
troit, Mich.) The cast, Hobart Bosworth, John
Bowers and Corinne Griffith, do splendid acting in
this, and the story sustains interest so well that
the picture holds you as a good book. This photo-
play, while it has some outstanding things that
will hit you will be well and favorably received.
The making of this offering has been made with
brains and hard work. (Cozy theatre, Winchester,
Ind.) 80%. July 3. A very fine drama which
pleased most everybody. Drew nearly average
Sunday business. (Princess theatre, Chilton,
Wis.) 65%. June 30. Just a fine production,
brought tears from some and laughs from all.
(Lyric theatre, Loudon, Tenn.) 20%. A good
star in a very poor Story. This picture failed to
draw and did not please those that came. (Cozy
theatre. Wagoner, Okla.) This one is terrible.
Why make sad pictures when the public don’t
want to see them 7 Miss Griffith used to pack
them In, but no more. Don’t play this one but
one day. It will not hold up. (Dixie theatre,
Russellville, Ky.) 32%. September 7. A very
good production. The ladies especially liked it.
(Grand theatre. Rainier, Ore.) 75%. August 12.

This is a very good offering. A little sad, but
they like them sad once in a while if produced
right. (Colonial theatre, Astoria, 111.) 8%. July

1. A dandy, fine program picture that failed to
draw. Played one night and didn’t take in near
enough to pay film rental. Pleased the few who
came out. (Cozy theatre, Lamont, Okla.)

TILLIE THE TOILER, MGM, Marion Davies,
George K. Arthur, Matt Moore, George Fawcett,
Gertrude Short, Harry Crocker, Bert Roach, 6. —
100%. September 1. We ran this one night and
it filled the house. Not only that, but it pleased
them all. It was a mighty good comedy drama
and it did business. (Princess theatre, Lincoln,
Kan.) August 17. Very good. Good comments.
(Bijou theatre, Conway, N. H.) Marion Davies
is a good actress, but is not fitted for this type of
role. In my opinion this is the poorest Davies
picture I have ever seen. (Cohl theatre, Boston,
Mass.) 65%. May 22. Marion’s latest and it’s a
peach. Packed with laughs. (Arvada theatre,
Arvada, Col.) 75%. June 6. Not a big picture,
but has all the appearance of a box office at-
traction. Pleased and held attention. (Star the-
atre, Stanley, Wis.) 190%. June 19-20-21. A
good comedy drama with excellent cast and clever
subtitles. Did big business for three nights and
broke the house records for 1927. (Princess the-
atre, Chilton, Wis.) 85%. May 29. The best
drawing show I have had for some time and it
satisfied both the box office and the patrons.
(Unique theatre, Anita, La.) 50%. July 17-18.
This is a very entertaining picture. Good comedy
the star fine, cast good. 100 per cent satisfaction.
(Silver Family theatre, Greenville, Mich.) An
excellent comedy taken from the well known
comic strip. Not Marion Davies’ best but a splen-
did program offering. (American theatre, Minier,
111.) 61%. August 28. Very good. They all
liked this one and business was brisk. (Grand
theatre. Rainier, Ore.) A good drawing card,
but only a fair picture. (Bonham theatre, Fair-
bury, Neb.) 75%. July 24-25. Very amusing
light comedy with Marion Davies as a beautiful
and dumb stenographer. (Community theatre,
Minneota, Minn.) A very good picture. Marion
Davies always draws good here. Not much action
to them, but it’s good clean stuff. (Diamond
theatre. Lake Odessa, Mich.) One of these smart
working girl — poor man — rich man comedies.
Nothing to write home about, but will please.

(Community House, Benton City, Mo.) Best we
have seen from this star. Comments mostly
good. Business above average. (Cresco theatre,
Cresco, la.) Just good entertainment. Rather
weak plot. (Wade H. Kerr, Spiceland, Ind.)

TIME TO LOVE, Par, Raymond Griffith, Wil-
liam Powell, Vera Veronina, Josef Swickard,
Mario Carillo, Pietro de Ramey, 5. — July 15.
Another good one from Raymond Griffith. Drew
good and was well liked by patrons. Good clean
comedy. Griffith always gets the laughs. (Novelty
theatre, Sealy, Tex.) July 27-28. Fair satisfac-
tion, but Griffith does not mean anything here.
He has 60 many poor pictures that our people
won’t buy him any more. (Strand theatre, Cam-
bridge, O.) July 27. This pleased about as well
as any Paramount-Griffith pictures, which is not
boosting it very highly. It got by very well on
my low price night. It is clever, silly sometimes,
yet withal a very good entertainment. (Regent
theatre, Indianola, Mass.) 71%. July 29-30. Ex-
pected something fairly good as “Wedding Bells."
Had nothing except pointless nonsense. Those
who like Griffith satisfied, but Paramount seem
determined to kill this star. (S. T. theatre, Park-
er, S. D.) 66%. September 2. Much better than

some of his previous ones. They liked it. (Strand
theatre, Paoli, Ind.) 30%. Will please the Grif-
fith fans. Six reels. (Arvada theatre, Arvada,
Col.)

TIMID TERROR, THE, FBO, George O’Hara,
Edith Yorke, Doris Hill, Rex Lease, George
Nichols, Dot Farley, 5. — 42%. Not much to this.
If your people like O’Hara it might go over.
(Rialton theatre, Knoxville, Tenn.) 55%. March
29. A speedy comedy drama that pleased
average crowd. (Strand theatre, Paoli. Ind.) A
very pleasing program picture. (Brooklyn the-
atre, Detroit, Mich.) 35%. The first four reels
are just picture, and the last has a little enter-
tainment, and N. G. for drawing power. Played
January 22. (Palace theatre, Grand Ledge, Mich.)
The type of picture that all enjoy — not big in any
way, but good and clean and with a good punch
at the end. George O’Hara supplied the punch
after wandering around listlessly for about 3%
reels. (Accola’s Bonham theatre, Prairie du Sac,
Wis.) 35%. June 4. A nice little program pic-
ture that pleased very well. Played to a small
Saturday night crowd, but made a little money at
that. (Cozy theatre, Lamont, Okla.)

34

BOX OFFICE RECORD SECTION OF October 22, 1927

TOO MANY CROOKS, Par, Mildred Harris,
Lloyd Hughes, George Bancroft, El Brnedel, Wil-
liam V. Mong, Betty Francisco, Gayne Whitman,
Tom Ricketts, 7. — May 19-20-21. A poor picture.
Nothing to it. (Benn theatre, Philadelphia, Pa.)
30%. A farce comedy of the stereotyped variety.
Nothing new in the plot. However, the players
handle their respective parts with ability. (Man-
zanita theatre, Carmel, Cal.) 75%. July 23.
Drew good, but it didn’t please all. A comedy
crook picture enacted by a good cast. (Arvada
theatre, Arvada, Col.) 60%. April 8. Dandy pic-
ture. (Capitol and Majestic theatres, Paragould,
Ark.) A good comedy. You need not be afraid
of this one. (K. P. theatre, Pittsfield, 111.) 54%.
May 1. Fair picture. Not the big comedy that
Paramount rates it. It seemed to get over, how-
ever, with a Sunday crowd. (Majestic and Air-
dome theatres, Las Vegas, Nev.)

TRACKED BY THE POLICE, W, Rin Tin Tin,
Jason Robards, Virginia Brown Fairc, Tom Sant-
schi, Nanette, Ben Walker, Wilfred North, 6. —
80%. July 4-5. Our first picture in four or five
years of Rinty (we played his first one) and
everybody is enthusiastic in their praise of this
marvelous dog. Our box office picked up and was
able to take nourishment after nearly passing out
the week before. (Eminence theatre. Eminence,
Ky.) 68%. July 24. The dog always brings in
the coin, and the patrons seem always to be
pleased. (Cozy theatre, Duchesne, Utah.)

TWELVE MILES OUT, MGM, John Gilbert,
Joan Crawford, Ernest Torrence, Edward Earle,
Bert Roach, Tom O’Brien, Gwen Lee, Dorothy
Sebastian, Eileen Percy, Paulette Duval, 8. — Aug-
ust 7-8. Gilbert has had so many flops here that
this was a pleasant surprise. Was very well
liked here. A lot of action and some comedy.
(Plainview theatre. Plainview, Neb.) 45%. Aug-
ust 28-29. A little rough for some, but will
please 90 per cent. (Opera House, Fennimore,
Wis.) 60%. September 7-8. A very good picture
with the best acting seen for some time, but the
people were disappointed in the ending and didn’t
hesitate to say so. Think it hurt the second night
a little. (Strand theatre, Wadsworth, O.) July
28-29. Personally consider this one of the best
pictures Gilbert has made. He had the support of
Ernest Torrence and Joan Crawford, which was
plenty of insurance for him. This is stark high-
powered melodrama, with a tragic, yet only logi-
cal ending. Don’t get the impression that it’s not
entertainment, because it is, and if they will
accept the sad ending, it will click. My folks
didn’t make complaints about the close, except
some ladies said it was pretty grim. (Regent
theatre, Indianola, Miss.)

u

UNKNOWN, THE, MGM, Lon Chaney, Joan
Crawford, Norman Kerry, Nick De Ruiz, John
George, 6. — 65%. June 16-17. Chaney always has
something different to offer and here he is as
“Alonzo the Armless.” A good picture but he
has to die in the end again. (Arvada theatre,
Arvada, Col.) 95%. August 10-11. This one is
a mystery to the movie fans as the two parts
that Chaney plays will amaze you. He keeps you
wondering what he is going to do next. (Texas
theatre. Shamrock, Tex.) 50%. September 4-5.
One of Chaney’s best. (Silver Family theatre,
Greenville, Mich.) 70%. Chaney is clever as
usual, but story is rather too gruesome for en-
tertainment. (Cresco theatre, Cresco, la.) Truly
a wonderful picture. Wish that I could have
shown it for a week instead of for only one
engagement. The picture went over great guns,
and I myself never sensed the greatness of the
thing until the house was reeling with thrills and
excitement. With proper advertising could have
mopped up, for they like Chaney here. (Amuzu
theatre, Gate City, Ya.) They won’t walk out on
this, but they probably won’t like it. Personally,
I enjoyed it, but patrons said it was too grue-
some. Tod Browning can always be depended
upon to give you an unusual story. (Community
House, Benton City, Mo.) Chaney’s acting won-
derful, but picture can hardly be classed as en-
tertainment. (Happy Hour theatre, Jasper, Minn.)
Good picture where they like Chaney. (Bonham
theatre, Fairbury, Neb.)

V

VALLEY OF HELL, THE, MGM, Francis Mc-
Donald, Edna Murphy, William Steele, Anita Gar-
vin, Joe Bennett, 5. — 55%. February 25. A real
wild Western. Yes, sir! Real wild! This boy
can do his stuff and put plenty of snap into it,
too. He’s a rider, and he can shoot and fight —
yes, sir ! He makes it wild, this Western guy.

If you’re looking for a fast moving Western, here
she is. (Accola’s Bonham theatre. Prairie du Sac,
Wis.) Plenty of action. Good Western. A little
above the average. Star unknown. No drawing
power. Business poor. (Princess theatre, Cran-
don, Wis.) 44%. March 18-19. Good picture,
only copied too much after "Desert’s Toll.” If
Francis McDonald would shave off his cootie
catcher he would look more like a hero and less
like a villian. (Sun theatre, Sargent, Neb.)
March 2. This is the poorest of the Metro-Gold-
wyn Westerns. Nothing but a cheap Western, not
the kind I was promised when I bought the West-
ern. Others have been very good. I was told
that McCoy starred in all the Westerns when I
bought this, but he doesn’t. (Princess theatre,
Danforth, Me.) May 20-21. All of Metro’s West-
erns have been seven reels and this one arrived
just about 4,000 feet long. Some feature, at the
last minute where you cannot get another two or
three reels to fill up the time. Have asked Salt
Lake many times to advise number of reels at the
time of booking but they 6till refuse to do so.
Picture not bad. but not the same settings as
“Desert’s Toll’’ and both supposed to be taken on
same location. (Pythian theatre. Belt, Mont.)
May 20. It was okay. Classed among Western
fans as being very good. Fairyland theatre, White
Castle, La.) 75%. May 15. Just another West-
ern, but it drew a good crowd. (Alamo theatre.
Plainfield, 111.) 75%. June 4. A wild and
woolly one done in the high class manner. M-G-M
Westerns are clicking at the box office. (Arvada
theatre, Arvada, Col.) May 29. A very good
Western. Different from the average. (Liberty
theatre, Wirt, Okla.) 51%. July 17. Good West-
ern. Seemed to please generally. (Grand theatre,
Rainier, Ore.) July 23. Just another ordinary
Western. Fair crowd on Saturday, no comments.
(Sterling theatre, Fairmont, Neb.) 100%. Au-
gust 16. Broke our Tuesday night record with
this picture. Took in more money than “La
Boheme” and “Mare Nostrom’’ at advanced prices.
Francis McDonald sure can ride and this picture
was full of riding and thrills. (Gem theatre,
Greenriver, Utah.) April 16. A very poor West-
ern. Nothing at all like the first one with him
in it. (Reel Joy theatre, King City, Cal.) Good
Western to poor business. Star unknown. (Pal-
ace theatre, McGehee, Ark.) February 26. Better
than the average Western picture. (Brownville
theatre, Brownville, Ala.) 40%. August 15. This
is a good program picture and will please the
fans who like Western action. (American the-
atre, Perryton, Tex.)

VOLGA BOATMAN, THE, Pathe-PDC, William
Boyd, Elinor Fair, Julia Faye, Robert Edeson,
Victor Varconi, Theodore Kosloff, Arthur Rankin,

11. — May 12. Boyd and Fair are wonderful and
do their parts to perfection. We did not break
any box office records but got fair returns by buy-
ing the picture for what it was worth. Would
call the picture clean but must criticise about 100
feet of film where the soldiers amuse themselves
with the princess in the wine room. This 100 feet
of film taken out will make the picture absolutely
clean. (Cozy theatre, Fayette, la.) 70%. Au-
gust 1-2. A wonderful picture in every way, but
it didn’t draw like I expected and I advertised it
in a big way. It may have been because I let it
get old before I ran it. However, there is no
kick, as I bought it right and it made a little
money. It is a prestige builder, and I would say,
run it. (Princess theatre, Lincoln, Kan.) 61°/».
June 11. This picture is without a doubt a good
picture considering the acting of Boyd. Some of
my patrons said the story was no good. Per-
sonally I liked it, but would like to ask Mr.
De Mille why it was necessary to show the sol-
diers tearing the clothes off a woman. (I. O. O.
F. Hall, Grand Gorge, N. Y.)

w

WAR HORSE, THE, F, Buck Jones, Lola Todd,
Lloyd Whitlock, Stanley Taylor, Lola D’Avril,
James Gordon, 5. — 80%. May 8. Fair was pic-
ture. Buck wrote this story. He acted as though
he was afraid he would overstep himself. Better
stick to Westerns, Buck, they like you better.
(Alamo theatre, Plainfield, 111.) July 1. This
is a knockout, although not a Western. Why
should we crab when it has the kick of a Western.
Our Western crowd went wild about it, so’s your
’ole man and woman, and our other fans. (Pal-
ace theatre, Mt. Pleasant, Tex.) 50%. July 16.
An extra good action picture. (Silver Family
theatre, Greenville, Mich.) 50%. July 6. Did not
draw so good, but the weather was so hot. This
is not a straight Western, but yet it’s got the
Western tang to it. It’s good. (Arvada theatre,
Arvada, Col.) 8%. July 26. Good, worth-while
and entertaining picture, but we should have real
Westerns and that’s all the people expect when

they go to see Buck Jones. (Royal theatre, Kim-
ball, S. D.) This is a good picture that will
please the Saturday night crowd. Buck does some
very unreal stuff but wasn’t noticed by the
crowd. (Palace theatre. Meridian, Tex.) Septem-
ber 9-10. Your patrons will have to be Buck
Jones fiends to get anything out of this good-for-
nothing war story. The idea that the Germane
were going to blow up several thousand soldiers
on a 10-foot bridge was ridiculous. To make mat-
ters worse the print was no good. (Strand the-
atre, Wadsworth, O.) 54%. September 12-13.

My patrons look for Buck in Westerns only, but
they liked this very clever 6tory of a horse and
a doughboy. (Strand theatre, Paoli, Ind.) Sep-
tember 9-10. A real picture that suited the ma-
jority of the people. Did good business. (Palace
theatre, Naples, Tex.)

WEDDING BILLS, Par, Raymond Griffith,
Ann Sheridan, Hallam Cooley, Iris Stuart, Vivian
Oakland, Tom S. Guise, Louis Stern, 8. — 50%.
June 22. Good picture but no draw. Griffith
better than ever in this one. (Arvada theatre,
Arvada, Col.) 40%. Pretty good. However, the
action and comedy do not appear until very late,
possibly the last reel. Will please most Grif-
fith fan6. I never see a Griffith vehicle but that
I think of “Red Lights,” the greatest picture he
ever made. Why not another of that type?
(Manzanita theatre. Carmel, Cal.) 50%. Very
good. The different weddings were pleasing to
the women folks and the race at the end pro-
vided a good thrill. (Eminence theatre, Eminence,
Ky.) 25%. Another picture of the eilly type.
Griffith has done some clever work in his day,
but it looks like his pictures of late have turned
from clever to silly and this is one of the worst.
There is just absolutely nothing to it. (Temple
theatre, Bellaire, O.) 47%. August 13. Ray-

mond Griffiith is always good and this is very
good. (Gem theatre, Greenriver, Utah.) This is
a fair picture. This star is a total loss and my
box office is assisted by emphasizing the two reel
comedy when I am showing one of his pictures.
(Grand theatre, Pierre, S. D.) 64%. July 15.

Much to our surprise this was a fair comedy if
Raymond Griffith was the star. Didn’t expect
much after the last two or three, but was agree-
ably surprised. Some clever stuff in this one
which should go over good. (Ingram's theatre,
Ashland, Ala.) 21%. July 20. This is good com-
edy but didn’t pull average business. Our peo-
ple don’t 6eem to take to this class of entertain-
ment. (Grand theatre, Rainier. Ore.) 35%. Aug-
ust 31. First three reels rather slow and un-
interesting, but last three very good and saves
the picture. Very good light entertainment.
(Palace theatre, McGehee, Ark.) 60%. Septem-
ber 13. The best Raymond Griffith I ever ran.
No drawing power because he has made so many
rotten ones. (Bonny theatre, Mansfield, Mo.)

WHAT EVERY GIRL SHOULD KNOW, W,
Patsy Ruth Miller, Ian Kieth, Carrol Nye, Mickey
McBan, Lillian Langdon, Hazel Howell, Carmelita
Geraghty, 6. — 75%. August 10-11. This play
proved quite satisfactory. Patsy Ruth Miller was
at her best. In playing tennis on the screen
Mile. Lenglen has nothing on her. The title of
this play somewhat suggestive of sex, while it
may have contributed to the box office, proved a
disappointment to those who expected to see a
play of that kind. But the play more than
made up for the disappointment by the moral at
the finis which summed up what every normal
girl should know. (Illinois theatre, Metropolis,
111.) 32%. May 29. A good family picture.

Title does not sound it, but don’t be afraid of it.
It’s clean, with entire cast doing good work.
It did not draw well. (Arvada theatre, Arvada,
Col.) 46%. July 17. Patsy takes her part very
well and so does all the rest. Very entertaining
little picture. (Cozy theatre, Duchesne, Utah.)
30%. April 22. A very good clean little pro-
gram offering that pleased nearly all but kept a
few away because of the name, as they thought
it would be a sex picture. Very good for family
trade. Opera House, Baldwin, Wis.) 60%.
March 26. After seing the picture we are still
unable to say what a girl should know. It’s a
good enough picture, fact is the patrons seemed to
like it, after they forgot the name. When that
bunch of titlers out west quit trying to appeal
to the sex complex, and call their pictures some-
thing decent and in 6ome way connected with the
plot perhaps we’ll be able to exploit the names
without fear of losing our reputations for verac-
ity. A good week day picture. (Accola’s Bon-
ham theatre, Prairie du Sac, Wis.)

WHAT PRICE GLORY?, F, Dolores Del Rio,
Victor McLaglen, Edmund Lowe, Sammy Cohen,
Ted McNamara, 12. — Very, very good. The best
picture shown in years. A 100 per cent picture
that is pulling them in. Don’t pass this one up,
it will make money for every theatre. The big-
( Continued on page 69)

EQ U IP ME NT

INDEX

i3

*1

A Complete Service

EQUIPMENT INDEX, published semi-annually as an extension of
“Better Theatres,” offers to theatre owners, executives, architects
and engineers a complete service covering all phases of modern
theatre construction, equipment, operation and maintenance. In “Equip-
ment Index” are assembled descriptive articles on equipment and service
of interest to the owner and builder. To assist the prospective purchaser,
the range of prices of equipment described and the names of leading
manufacturers are published.

Through “Equipment Index,” EXHIBITORS HERALD gives further
evidence of its policy of service on matters pertaining to theatre opera-
tion and construction, which is so concretely illustrated every four weeks
in “Better Theatres,” the only publication devoted to this valuable
phase of the motion picture.

This, the fourth issue of “Equipment Index,” is a practical encyclopedia
of theatre building and equipment information.

$

Published by

Better Theatres Dept., Exhibitors Herald

K 'm Mw

-'i ;s <\

ii%

^ — v /

r: #m

Ib'iiM.

WuRLlIZER

ORGANS

Your feature picture may require
as accompaniment one of Wagner’s
immortal compositions to vividly
portray the workings of human
emotions and shades of feeling. On
such an occasion the Wurlitzer
Organ with its exclusive features
and exceptional resources is far su-
perior to all others in conveying to
the audience the true spirit of the
performance.

Write for catalog — ■ today

New York Chicago Cincinnati

Cleveland Pittsburgh Detroit

a

tM *

October 22, 1927

EXHIBITORS HERALD

35

Fronts and Foyers for
Your New Theatre

Russian

Persian

Many interesting possibilities
for originality in architecture
and design present themselves
to the theatre builder today.
Virtually every architectural
period may be used to ad-
vantage in different localities
as the treatment for the theatre
exterior. Not infrequently the
historical background of a
community suggests a type of
front ideal for a theatre. A
theatre in a community with a
historical background that is es-
sentially Indian might readily
carry out the Indian style of
architecture.

The question of appropriate
treatment of the exterior and
the foyer is a matter often
raised by theatre owners con-
templating new houses. On this
and the following pages “Equip-
ment Index” offers a number
of views of various types of
theatres showing exterior and
foyer treatment. They are pre-
sented with the thought that
no doubt many exhibitors will
find in these pictures ideas and
suggestion applicable to their
own problem.

Indian

Chinese

36

BOX OFFICE RECORD SECTION OF October 22, 1927

Many exhibitors overlook the
value of the foyer to their thea-
tres. Primarily it eliminates
the possibility of disgruntled
patrons, for there is nothing so
annoying when one is seated in
a theatre as the buzz of con-
versation among the standees
standing in the rear of the
auditorium.

A properly designed foyer and
well regulated handling of the
crowds eliminates this annoy-
ance and makes for satisfied
patrons. Foyers do not have to
be elaborate or expensive.
Neither do they have to be
large.

A striking theatre exterior is
the one pictured at the left.
This style of architecture is es-
pecially appropriate in a neigh-
hood which is not congested.

While the theatre exterior is the
exhibitor’s show window, it will
not alone attract the crowds.
The exterior is an adjunct to
showmanship, but it will not
supplant it. The exhibitor
with an attractive theatre ex-
terior is like the golfer who is
given a handicap. He is given
a chance to win but he must
play good golf, and the exhibi-
tor must display good showman-
ship.

October 22, 1927

EXHIBITORS HERALD

37

At the right is illustrated what
might be termed the open
foyer, which should be listed in
the column of “dont’s” for the
exhibitor who is contemplating
the erection of a new theatre.

In a foyer of this type the
standees in the rear are in a
position, through their whisp-
ered conversation and laughter,
to annoy those who are en-
deavoring to enjoy the program.
This is especially true when the
theatre program presents stage-
show divertissements, which
many houses today are doing.
A small added expenditure
would eliminate this.

Below are two theatre exteriors
of widely different architecture,
yet both are attractive. The
theatre illustrated at the right is
decidedly appropriate for the
smaller city or the neighbor-
hood. It provides space for
shops, and on the second floor
club rooms, or other types of
establishments.

Especially valuable is the space
for rental for it aids the ex-
hibitor in keeping the overhead
of operation at a minimum
cost. This is a valuable asset
and one that should not be
overlooked by the small town
exhibitor.

38

BOX OFFICE RECORD SECTION

O F October 22, 1927

The three theatres illustrated on
this page are widely different
in architecture and appearance,
yet each has a place in the gen-
eral scheme of theatre construc-
tion and local architectural con-
ditions.

Below, left, is illustrated an in-
timate little theatre for the
small town. It is simple in de-
sign, yet very effective. It is
not a costly structure, and, as
stated previously, it has the ad-
vantage of rental space. It lacks
the coldness of the plain box-
like exterior, and is an appro-
priate setting for a residential
district.

The dome effect, illustrated at
the left, represents a popular
form of architecture. More and
more it is being adopted, es-
pecially in the cities. A dome,
not so elaborately constructed,
would add to the exterior ap-
peal of the smaller theatre.

Below at the right is an attrac-
tive theatre exterior modeled
more or less after the Spanish
style of architecture. Subse-
quent issues of “Better Thea-
tres” will illustrate for exhibi-
tors theatres conforming to
many different styles of archi-
tecture.

October 22, 1927

EXHIBITORS HERALD

39

c&itain tyloor, Paramount
theatre.

theatre Chairs ‘Designed,
and Installed by cAmerican
Seating Company.

American Seating Company

tyoyer and Qrand .Stair-
case Taramount theatre
SVew york
e. rw. cr Qeo. L. %app

Architects

<r Representative
Installations

of our

theatre Seating
8ngineering
Service

Piccadilly, Chicago
Uptown, Chicago
Rialto Square, Joliet, 111.
Ziegfeld’s

New York City, N. Y.
Paramount

New York City, N. Y.
Fox Academy of Music
New York City, N. Y.

State Theatre, Easton, Pa.

Prospect Theatre
Flushing, L. I., N. Y.

Broadway Theatre
Tacoma, Wash.

West Side Theatre
Scranton, Pa.
Ambassador Theatre
St. Louis, Mo.

Loew’s State Theatre
St. Louis, Mo.

Belasco Theatre
Los Angeles, Calif.
Madrid Theatre
Kansas City, Mo.

El Capitan Theatre
Hollywood, Calif.

Canal Street Theatre
New Orleans, La.

Albee Theatre
Brooklyn, N. Y.

Metropolitan Theatre
Boston, Mass.
Carolina Theatre
Charlotte, N. C.

Palace Theatre
Worcester, Mass.

Colorado Theatre
Pueblo, Colo.

Strand Theatre
New Britain, Conn.

Coral Gables Theatre
Miami, Fla.

Florida Theatre
St. Petersburg, Fla.

Keith Theatre
Detroit, Mich.

Texas Theatre
San Antonio, Texas
Metropolitan Theatre
Houston, Texas

AMERICAN SEATING COMPANY * 12 E. JACKSON BOULEVARD * CHICAGO
121 W. 4 0 T H STREET, NEW YORK CITY - 121DH CHESTNUT STREET, PHILADELPHIA

65-D CANAL STREET, BOSTON

40

BOX OFFICE RECORD SECTION

O F October 22, 1927

o

Has your theater become a habit •

Superiorities of C-H Dimmers

Solid soapstone bases have high heat dispersion and insulat-
ing qualities — great continuous load capacity— and they
won’t burn out.

Contacts on both sides of plates allow twice as many cir-
cuits in the same space. Plates can be taken out by removing
one screw. Plates of any capacity can be substituted allow-
ing easy adaptation to all theaters or any remodeling plan.

Low ratio rock and pinion drive eliminates play and back-
lash. 110 distinct steps with no overlapping of contacts assure
flickerless dimming from full brilliancy to bhck out. Brushes
cf Cophite — a non-oxidizing , self-lubricating material.

DOES your house have something in addition to films
that makes it the preferred house? Do you surround
your pictures with an atmosphere of light that makes any
picture go over better?

In building up this habit of going to your theater,
nothing is more valuable than beautiful lighting effects
— fitting the spirit of the picture — adding an atmosphere
which the most skillful producer cannot give.

Over 800 of the most successful theater managers agree
that the best way to achieve this crowd-pulling atmos-
phere is by installing C-H Simplicity Lighting Dimmers.
Regardless of size, age or scheme of decoration, C-H Dim-
mers can be installed in your theater. Ask your architect
or electrical contractor how easily it can be done.

Then write us for the new booklet /'Illu-
mination Control for the Modern Theater”
and an estimate of cost.

The CUTLER-HAMMER Mfg. Co.

Pioneer Manufacturers of Electric Control Apparatus

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(Perfect lllzirnination Control for the 'Modern (Theater

October 22, 1927 EXHIBITORS HERALD 41

EQ UIPMENT

INDEX

A manual of practical reference information for theatre owners, executives and architects covering subjects of
theatre construction, equipment, maintenance, operation and decoration.

[Copyright, 1927 ; All rights reserved]

Editor, Harry E. Holquist Eastern Representative, Advertising Manager, Charles B. O’Neill

Albert W. Randle

Published by the Quigley Publishing Co., 407 S. Dearborn St., Chicago, 111., Martin J. Quigley, Editor and Publisher; Edwin S. Clifford, Secretary;

George Clifford, Asst. Treasurer. Eastern Office: 565 Fifth Ave., New York City

ACCOUNTING SYSTEMS

Bookkeeping systems taking into con-
sideration specific requirements of the
theatre have been developed to care for
the operation of motion picture houses.
These may be had either in loose leaf
form or in solid book form covering an
entire year’s operation. These systems
are designed to cover fully receipts and
disbursements, film used, tickets sold,
etc., and enable the exhibitor to check
with promptness and accuracy his daily,
weekly business or the business for the
year. Prices range from $1.00 to $3.50.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & &

ACOUSTICS

Proper acoustics is today a subject of
outstanding importance in motion pic-
ture theatres. Briefly, acoustics is a
matter of sound control. The auditorium
that is faulty in acoustical properties is
losing much of the value of its organ
and orchestral music. Where speaking
is done from the stage, improper acous-
tics is even more apparent, the deflec-
tion of sound waves from hard surfaces,
angles and other factors, and their un-
timely clashing with resultant echoes,
creating a disturbance and “jumbled”
condition capable of ruining the show.

Proper acoustics today is achieved
through a careful study of the theatre
design and the application of materials
which eliminate the natural tendencies of
sound waves to swirl uncontrolled as
they radiate from a given point. The
problem of acoustics in theatres has re-
sulted in special consideration of them
by certain manufacturers who have es-
tablished special departments, headed
by experts, to cooperate with theatre
owners and architects in the acoustical
treatment of theatre buildings.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & &

ADAPTERS, CARBON

Carbon adapters are used in the carbon
jaws of the regular arc lamp to accommo-
date small negative carbons, as most of the

“Better Theatres” Informa-
tion and Catalog Bureau, a
feature of the regular monthly
issues of “Better Theatres” is
reproduced elsewhere in Equip-
ment Index. If you do not find
listed the equipment in which
you are interested use the
coupon provided in the Exhib-
itors Information and Catalog
Bureau pages. You will be
placed in quick touch with reli-
able manufacturers and receive
their literature and catalogs.

early lamps and some of the later types
will not grip these small diameter carbons.
They also act as a carbon saver, since the
carbon can be burned up to within an inch
of its length. The prices range from 60c
to $1.25.

A leading manufacturer of this equip-
ment is :

E. E. FULTON COMPANY, 3208 CAR-

ROLL AVE., CHICAGO, ILL.

ADAPTERS, MAZDA

The Mazda lamp adapter is a device
for converting a projector using the car-
bon arc to the use of Mazda projec-
tion lamps. It can be installed in any
carbon arc housing by fastening it to the
lower carbon jaw. It will operate for
both pictures and stereopticon slides.
The device consists of a bracket, an ad-
justable arm and reflector located behind
the lamp. Prices range from $15.00 up.

Leading manufacturers of this equip-
ment are:

MONARCH THEATRE SUPPLY CO., 1223

S. WABASH AVE., CHICAGO.

Best Devices Co., Film Building, Cleve-
land, Ohio.

& &

ADDRESSING MACHINES

Machines of this type usually employ
metal plates on which are embossed
names of theatre patrons. Plates are
used for addressing programs, special
letters, etc., to regular lists of theatre-

goers in the community of the playhouse.
Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

&

ADVERTISING NOVELTIES

The thing to be accomplished through
the use of advertising novelties of one
type or another is the chief consideration
in their selection. Among the popular
novelties, however, which have been
used by theatres for stimulating matinee
business, building up juvenile perform-
ances or bolstering business on week
nights are balloons, thermometers on
which are imprinted pictures of stars,
buttons, badges, pennants, confections, toys,
etc. A popular children’s matinee stunt can
be obtained by giving away a variety of
novelty toys. These can be had in boxes
containing 100 toys ranging in value from
5 to 15c at a cost of $3.00.

A leading manufacturer of theatre nov-
elties is:

Brazel Novelty Mfg. Co., 30 Ella St.,
Cincinnati, O.

& & &

ADVERTISING PRO-
JECTORS

Exploitation in the theatre lobby by
means of an advertising projector using
trailers from current or forthcoming at-
tractions is a means of theatre publicity
that is growing in popularity. Projec-
tors for this purpose are available to-
gether with a trailer service. By means
of recessing the screen daylight projec-
tion has been made possible. Continu-
ous and automatic action is a feature of
many of the advertising projectors now
available.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& &

AIR CONDITIONING
EQUIPMENT

Air entering the theatre where air con-
ditioning equipment is used is cleansed
and humidified by a process of passing
the air through fine sprays of water
which removes from it dust and other
dirt as well as obnoxious odors and
gases. Systems of this type are gener-
ally referred to as “air washers.”

The air is drawn in from the outside

42

EQUIPMENT INDEX SECTION OF October 22, 1927

Art Flowers and

Plants

true to nature

We make Art Flower Decorations ac-
cording to Architects specifications,
and count among our clients the fol-
lowing prominent Theatre Architects :

John Eberson
R. A. Hall & Co.

Emile Weil & Co.

Peacock & Frank
Huszach & Hill
and many others.

G. Reising & Co.

227 W. Austin Avenue
Chicago, 111.

Leading Manufacturer of
Art Flowers and Plants

“Kaus-a-Lite” Seats Patrons Quietly!

The well lighted theatre aisle is essential to the
safety of patrons. “Kaus-a-Lite” seats patrons
quietly — efficiently — without annoyance to
those already seated. Write today for particu-
lars.

KAUSALITE MANUFACTURING CO.

8129 Rhodes Ave. Chicago

Adaptable te any kind of theatre
teat. Fits directly under arm of
aisle chair.

Kaus-a-Lite

Light Without a Glare!

PAINE EXPANSION SHELLS

For Anchoring Opera Chairs to Concrete Floors

Will not come loose when properly set

Up

life

if

. -v4'Sfs"'

SVUcTo'x

bLtVlik.-

If

I i t®

r“ ip!

vk

Wm

Type No. 1

Furnished with bolts and washers ready
to install. YV size shell most gen-
erally used for repair work as well as
original installations. The most satis-
factory way to permanently anchor a
chair to concrete.

Send for samples and prices

THE PAINE COMPANY

2951 Carroll Ave.
Chicago, 111.

79 Barclay St.
New York, N. Y.

Type No. 2

and then passed over heating coils so
that it will not cause freezing of the
water in the air washer. These coils
are called tempering coils. The air
then passes through a mist of water
caused by a number of spray nozzles
that create a dense fog, removing dust,
odors, gases, etc. The air absorbs
moisture from the spray and is cooled
thereby. It then passes through a series
of sheet iron baffles that remove all sus-
pended and entrained moisture. The air
next passes through the bank of heating
coils that raise its temperature to the
desired degree. From here it is dis-
tributed through a proper system of
ducts to various parts of the theatre.

Leading manufacturers of air condi-
tioning equipment are:

B. F. Reynolds & Co., 118 W. Ohio St.,
Chicago.

AIR DOME TENTS

These are tents suitable for housing of
audiences for amusements and gather-
ings of various types, used in the motion
picture industry mostly during the sum-
mer as open air shows, the top of the
tent being removed.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

AISLE LIGHTS

Aisle lights should be installed on
every sixth chair standard in zig-zag
fashion along aisle. Lights are placed at
sufficient height from floor to properly
illuminate same without disturbing re-
flection to screen or audience. 10-watt
lamps are generally used. Practically all
theatres today are installing aisle lights
as a protection and convenience to
patrons. In recent months a number of
instances have been noted where aisle
lights have been cast as part of the chair
standard itself, the practice being carried
out in the more elaborate theatres when
the chairs are built to certain decorative
specifications. Aisle lights sell for about
$4.00 each, the price decreasing for quan-
tities.

Leading manufacturers of this equip-
ment are :

KAUSALITE MFG. CO., 8129 RHODES
AVE., CHICAGO, ILL.

KLIEGL BROS., 321 W. 50TH ST., NEW
YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

jt

AISLE ROPE

A heavy rope covered with velour usu-
ally, in green or red is used in theatre
lobbies, the rope being connected to
stationary or portable brass posts for
guiding and handling crowds.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

JC

ANCHORS FOR CHAIRS

These are expansion shell bolts used for
anchoring theatre seats to the floor. They
are made in several types. Type No. 1 is
used with a carriage bolt and is inserted in
the hole and set with a small setting tool

0

//

National Service

is more satisfactory from every
angle of economy and efficiency

1. Centralized management

2. Unified operation of stores

3. Unequalled buying power

4. Reduced operating overhead

5. Equipment engineering service

6. One-contract equipment plan

7. Liberal time-payment system

8. Day and Night emergency service

9. Authorized repair parts and service

The Result:

Better Merchandise — Better
Service at LOWER COSTS

Rational QTheatre Supply Company

Only products of recognized merit
distributed through National
Service.

Offices in all
Principal Cities

i

Read the announcements of firms
we represent in this insert. Watch
for others.

Better

ojection Pays

The public want motion pictures — good pictures,
well shown in a well equipped theatre. Along these
lines we must take our hats off to the man who con-
ceived the idea of putting in two generators where
only one was formerly used and three projectors in-
stead of two. Such things improve the showing of
the pictures and avoid confusion when any of the
equipment is rendered unusable.

Improvement is necessary to business and the
motion picture industry would not be where it is to-
day were it not for the improvements that are contin-
ually going on. Theatre owners are keeping up with
the times by putting in better equipment and larger
and better motion picture houses are being built every
day. New ideas and new equipment must be used to
stimulate interest as the people will insist upon get-
ting what they want.

a a PETTIJOHN, General Counsel

Motion Picture Producers and Distributors of America

INTERNATIONAL
PROJECTOR CORPORATION

90 GOLD STREET NEW YORK, N. Y.

October 22, 1927

EXHIBITORS HERALD

43

before placing the chair in its final posi-
tion. This tool is furnished without extra
charge. The No. 2 type is used with a
square head machine bolt which has been
specially heat treated to prevent any pos-
sibilities of stripping the threads when
drawn up tightly with a socket wrench.
This type No. 2 is attached to the leg of
the chair before placing the chair in posi-
tion. The method of application is to insert
the bolt through the hole in the leg of the
chair and turn the expansion shell far
enough up on the bolt so that it comes in
contact with the under surface of the chair
leg. This small amount of friction prevents
the shell from turning around.

The shells will withstand the constant
vibration of raising and lowering the chair
seats, as well as the motion and hard usage
they must necessarily stand when the seat
is occupied. The shells are furnished to
the user complete, consisting of the ex-
pansion shells together with a washer and
whatever style or length of bolt the cus-
tomer may specify. Different makes of
chairs take different lengths of bolts, and
stock is carried to cover this variation with
bolts from 1% inches to 3 inches in
length.

A leading manufacturer of this equip-
ment is :

THE PAINE COMPANY, 2949 CARROLL
AVE., CHICAGO, ILL.

& & &

ARC REGULATORS

As the name implies the arc regulator
regulates the voltage in the arc through
automatic action as the carbon is con-
sumed and the gap between the carbons
increases. The result of this automatic
action is a steady light on the screen
pronounced superior to that which it is
possible to produce by hand. The arc
control, as it is frequently called, feeds
the carbons in an even manner. This
equipment sells for about $125.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

ARCHITECTURAL

SERVICE

In planning a motion picture theatre,
the services of a competent theatre archi-
tect is recommended. Such service may
be comprehensive or limited according
to the nature and size of the project. For
example, an architect may be called upon
to furnish complete plans and specifica-
tions for a theatre and the work of
building a house let to a local contrac-
tor. In such cases, where the architect’s
supervision is not arranged for, the cost
of complete plans and specifications is
3 per cent of the cost of the project. On
this basis the cost of plans and specifi-
cations for a $50,000 theatre, for example,
would be $1,500.

The regular architects commission as
established by the American Institute of
Architects, in which the architect ren-
ders full supervision throughout the
construction period is 6 per cent. The
architect’s fee for plans and specifica-
tions, usually results in a saving in vari-
ous materials and labor which more than
compensates for the cost of the plans,
it has been found. His plans provide a
safeguard against a building which might

prove unsatisfactory from many angles
if designed by someone who is not fa-
miliar with the special requirements of
theatres. It should be remembered that
a theatre is a highly specialized type of
building. Even the architect who may
be successful in designing factories,
warehouses and industrial buildings of
other types is not equipped to give an
understanding to theatre problems which
may be expected of the architect who
has given this particular type of building
an almost exclusive attention.

The hazard of trusting the design of
a theatre to a local contractor, there-
fore is readily apparent. He can usually
be relied upon to perform satisfactorily
the constructional work but the plans for
the theatre require expert understanding
if the completed job is to be successful
and profitable.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & £

ART PLANTS, FLOWERS

Many places in the theatre may profitably
be made beautiful through the use of art
plants and flowers. The lobby, *foyer, audi-
torium walls and organ grill offer excellent
places for such use. Many theatres are
capitalizating the seasonal rejuvenation it is
possible to achieve in the house through the
use of plants and flowers. Much progress
has been made recently in the manufacture
of beautiful art flowers, plants and trees of
all kinds. Not only do art plants and
flowers provide a natural beauty in the
theatre but they may advantageously be
used in brightening dark corners and bar-
ren spaces.

A leading manufacturer of the above is :

G. REISING & CO., 227 WEST AUSTIN
AVE., CHICAGO, ILL.

AUTOMATIC SPRINKLERS

Sprinkling system located in ceiling which
goes into operation in case of fire through
melting of fusible sprinkler link by heat.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & &

BANNERS, HAND PAINTED

Due to improved workmanship and qual-
ity of product theatre advertising by means
of hand painted banners has gained re-
newed vogue in the past few years. Ban-
ners in three or more colors are now avail-
able on heavy poster paper, on muslin and
in the form that is known as regular paper
banners. The usual sizes of these banners
are 32 or 36 inches wide by 10 feet. Mus-
lin banners are made in the same width
running any length the cost being around
25 cents per foot. The paper and heavy
poster banners usually cost about 10 cents
per foot. The muslin banners are painted
in oil color and are waterproof. Four or
more harmonious colors may be included.

In addition to the straight lettered ban-
ners, illustrated banners are sometimes de-
sired for big attractions. Banners range
in cost from 25 cents per foot up.

Among the leading firms specializing in
banners for theatres are:

H. Dryfhout Co., 736 S. Wabash Ave.,
Chicago, III.

BLOCKS, PULLEYS, STAGE
RIGGING

“Refer to Hardware, Stage.”

& &

BLOWERS, HAND

A portable blower operated from the
light socket used by theatres for removing
dirt and dust from inaccessible places in
grill work, crevices, machinery and the like.
It can also be used as a suction cleaner.
Attachments are available for cleaning
everything, including suction convertor
hose, dust bag, cleaning tools, etc. A
blower of this type sells for about $60.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^5 ^5

BOLTS, PANIC

A horizontal lock placed on the inside of
exits doors which automatically releases on
slightest pressure.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & &

BOOTHS, TICKET

Keeping pace with advancement in thea-
tre design the box office has been developed
from a rather unsightly necessity to a
thing of beauty, modernly equipped for
speedy and accurate sale of tickets. It is
usually designed in harmony with the
architectural scheme of the theatre.

Attractive booths are made of plastic
composition or wood. Others are made of
cast brass or bronze with marble bases.

While larger theatres require several box
offices one of these is always placed as
near the sidewalk lines as possible. This
procedure is usually followed where only
one box office is used also, thus placing the
ticket window within easy access. Ticket
booths vary in price according to their con-
struction, size and elaborateness from $350
to $1,500.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& ^ &

BRASS RAILS

Used in theatres in front of ticket office,
for dividing lobby, boxes and for orchestra
pit, and for many other uses. Plush cov-
ering is frequently used over these rails.
Brass rails can be furnished in electro-
plated finishes such as statuary bronze,
verde antique, oxidized brass, oxidized cop-
per, nickel plated, brushed brass, etc.
Prices of brass rails range from 55c to
$2.50 per foot.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& &

BUILDING SERVICE-
COMPLETE

Unification of the four outstanding fac-
tors in the consideration of a theatre build-
ing — financing — designing — erecting and
equipping is a comparatively new under-
taking in the theatre construction field but
one which has proven itself entirely suc-
cessful. Under this plan centralized re-
sponsibility for the completed theatre is

44

EQUIPMENT INDEX SECTION OF

placed with one organization which turns
over to the builder the finished job.

While the method under which this is
achieved may vary in some details the gen-
eral scheme involves an arrangement with
one firm for a theatre proposition of a
size and cost determined after due delibera-
tion. The theatre building concern, at the
conclusion of proper investigation of con-
ditions surrounding and in any way having
a bearing upon the proposition will, if the
project has necessary merit and indicates a
successful career, undertake to carry the
biggest portion of the financing burden and
guarantee to the exhibitor or builder the
completion and opening of his theatre with-
in the time limit agreed upon. Plans are
then prepared for a modern structure of
appropriate architectural style and with
proper consideration given its construction
and equipment in all departments.

Sharing with the exhibitor to a certain
extent possible hazards involved in the un-
dertaking proposed organizations of this
type maintain experts effecting the various
lines of endeavor involved for purposes of
their own as well as the exhibitor’s protec-
tion. Obviously, careful attention, result-
ing in mutual advantages and safeguards
is given every proposition.

It has been declared that theatres con-
structed under this method are outstanding
in that they are architecturally uniform and
pleasing in their appearance and material
savings in construction are effected through
a smooth working arrangement during the
building period.

A prominent concern specializing in the
foregoing is:

United Studios, 28 West Lake St., Chi-
cago.

& &

BULLETIN BOARDS,
CHANGEABLE

Changeable bulletin boards which come
under this heading involve the use of a
grooved board on which are placed white
enameled brass letters, white enameled die
cast aluminum letters or white or red cellu-
loid letters of various sizes as may be
desired to work out an attractive announce-
ment. The background of the board is
usually covered with a dark broadcloth sur-
rounded by a frame in mahogany or ex-
truded cast bronze. The letters are hung
in the horizontal grooves of the board and
the announcement accomplished through
placing of the letters in their most advan-

tageous manner. These changeable bulle-
tin boards are made in various sizes rang-
ing from 10 inches by 6 inches to large
boards encased in brass frames and held
by standards.

Many theatres have adopted signs of this
type for use in lobby in announcing com-
ing and present attractions. In fact the
ease with which announcements may be
set up or changed gives these bulletin
boards a wide range of use in the motion
picture house.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

BUSINESS BUILDING
SERVICE

In addition to the regular revenue de-
rived by theatres in ticket sales it has been
established that exhibitors are in a posi-
tion to increase their income through spe-
cialties of one kind or another. One of
these ways which has been consistently pre-
sented to the trade and which is being used
by more than 1,500 first class theatres
throughout the country, is a series of short-
length publicity playlets. These playlets are
designed not only to interest the audience,
but ta provide theatres with additional
sources of revenue. In undertaking to pro-
vide patrons with material of this sort the
exhibitor is relieved of practically all worry
in connection with its presentation, the
work of assembling interesting playlets be-
ing taken care of for him.

One of the leading companies engaged
in work of this type is:

Alexander Film Company, Denver, Colo.
jx &

CABLE, MOTION PICTURE

Motion picture cable and other wires oc-
cupy an important place in theatres, being
extensively used in the projection room for
the projectors, for spot and flood lights,
switchboards, motor and grid resistance
leads and the like. The two important
features of the right kind of wire are
flexibility and immunity to flame and heat.
Owing to the intense heat and possible
danger from fire in projection booths the
conductor must have the finest kind of
insulation. Because of the necessity for
constant changes of position for floods and
arcs the cable must be very flexible and
tough enough to endure wear. Prices
range from 10c to 45c per foot.

October 22, 1927

A leading manufacturer of this equip-
ment is:

Rockbestos Products Corp., New Haven,
Conn.

£ S

CAMERAS

A number of cameras such as may be
used by theatre owners in making pictures
of events of local interest are available. A
majority of these use the 16 m. m. film
while others may be obtained using stand-
ard motion picture film which can be used
in the regular theatre projectors.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^

CANOPIES, THEATRE

Use of artistic canopies by motion pic-
ture theatres is growing in popularity
among houses of all sizes. A canopy serves
a number of practical purposes. They offer
theatres an excellent advertising medium
while giving to the house an attractive and
inviting entrance. During inclement weath-
er they offer protection to waiting patrons.

Canopies are usually constructed of sheet
metal and may be obtained in a variety of
designs. They are furnished with glass
roof or with steel ceiling and metal roof.
Numerous interesting standard designs
have been developed by marquise manufac-
turers, especially for theatre use. These
are easily installed and are shipped to thea-
tres in convenient sections. Suggestions for
attractive designs are available. These
should be accompanied by accurate mea-
surements of the front of the building
where the canopy is to be used.

Not only are practically all of the new
theatres being erected installing marquise
but they are being exclusively used in the
remodeling of the old houses, because of
the effective manner in which they give to
the theatres a new and pleasing appearance
at small cost. Prices of canopies range
from $300 up.

Leading manufacturers of this equipment
are :

ARCHITECTURAL METAL PRODUCTS
CO., 19 W. EIGHTH ST., COVINGTON,
KY.

EDWARDS MFG. CO., CINCINNATI,
OHIO.

CARBONS

Motion picture projection carbons
might possibly be considered one of the
most staple products in the operation of
the moving picture theatre.

There is no factor, indeed, which can
claim any more attention in the success-
ful operation of the theatre than the
light which is used for projection, and
quite a little depends on both the quan-
tity and quality of projector carbons
kept on hand in the projection booth.

Modern projection demands the best
in quality in projection carbons today,
and this demand is being met by the
carbon manufacturers through their
scientific and research departments with
products that have kept pace with mod-
ern progress.

A leading manufacturer of carbons is :

HUGO REISINGER, 11 BROADWAY,
NEW YORK CITY.

SUPERIOR CARBONS MEAN
PERFECT PROJECTION

CARBONS

Ensure Best Screen Results for All Types of Projection
HUGO REISINGER

11 Broadway New York

October 22, 1927

EXHIBITORS HERALD

45

CARBON SAVERS

A carbon saver is sort of a carbon clamp
with extended machine shanks which ac-
commodates the short carbon butts, so that
they can be consumed or burned within an
inch or an inch-and-a-half of their lengths.
It is made to accommodate carbons from
a half inch on up and generally sells from
$1.00 to $1.50.

A leading manufacturer of this equip-
ment is :

E. E. FULTON CO., 3208 CARROLL AVE.,
CHICAGO, ILL.

CARBON SHARPENERS

A device resembling a pencil sharpener
for utilizing the short broken pieces of
carbon by cutting new points on them.
Sharpeners sell for about $3.50.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & &

CARPETS

Because of the hard wear to which
theatre carpets are subjected it has been
found that there is no saving in the selec-
tion of cheap carpets. The heavier and
deeper the nap the more life may be ex-
pected of a carpet. Generally, floor cov-
erings and carpets should be of a nature
that rest on the floor and give the impres-
sion of stability and foundation upon which
one may walk with security. A carpet that
is fussy, light in color and over-decorated
has a tendency to give the impression that
it is not resting — but rather floating. Ob-
viously this is an unfavorable impression.
Carpet padding used under the carpet not
only provides a softer and more comfort-
able feeling to the foot but reduces fric-
tion and adds many years to the life of
the carpet by keeping it away from direct
contact with the hard floor.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

S & &

CARPET CUSHIONING

In theatres, where continuous coming and
going of patrons subjects the carpets in
aisles, stairs and foyers to unusual wear a
cushioning under the carpets has been
found to add many years to their life. In
addition to this practical advantage carpet
cushioning gives a delightful sensation of
richness and luxury which is important in
creating a desirable atmosphere in the
theatre. Carpet cushioning is a product
made of animal hair, felted under pressure.
It is made in thicknesses varying from Y
to Y of an inch.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

JX ^

CHAIRS, THEATRE

To equip a theatre properly, the first re-
quirement is a thorough understanding of
the uses to which the building is to be put.
Having determined that, a seating diagram
or layout should be made to insure the
maximum seating capacity consistent with
comfort, safety, facility or entrance and
exit, compliance with local or state building
requirements, proper sight lines, elevations
and other mechanical adaptations and ad-
justments.

The arrangement and width of aisles and

EDWARDS SHEET METAL
MARQUEES or CANOPIES

For use over entrances to theatres, hotels, cafes, store buildings, etc. A work of art
and they have the massive and ornamental appearance of cast iron, at but a fraction of
the cost. Furnished complete, easy to erect — Made of galvanized iron or copper in any
style or size desired. Shipped in largest convenient sections, with glass packed sep-
arately. Our large catalog showing complete line Marquises or Canopies, Balconies,
Cornices, Theatre Fronts, Signs, Skylights, Metal Roofing, Metal Ceilings and Walls,
etc., sent free on request.

The Edwards Manufacturing Co.

409-459 East Fifth St. Cincinnati, Ohio

The World’s Largest Manufacturers of Metal Roofing, Metal Shingles,

Metal Spanish Tile, Metal Ceilings, Metal Garages, Portable
Buildings, Rolling Steel Doors, Partitions, etc.

Here’s a Booking
that Pays, and
Pays BIG !

Good bills alone won’t draw the crowds — a showhouse must have
an attractive exterior — an entrance that says, “come in.” And that’s
exactly what an A. M. P. Marquise gives your theatre.

The Box Offices of hundreds of theatre owners have proven the
value of this modern feature. For it is a financial as well as a
psychological fact that people are more favorably impressed with the
theatre that has a Marquise.

Best of all, you book an A. M. P. Marquise only once, and then it
works for you all the time for a long, long time.

You will want to know more about
A. M. P. Marquise — Let us send the
information to you.

Architectural Metal Products, Inc.

COVINGTON, KENTUCKY

46

EQUIPMENT INDEX SECTION OF October 22, 1927

passageways should be such that transient
patrons may move about with a minimum
of disturbance to those who are seated.
For this reason, the number of seats in
each row between aisles should be kept as
low as is possible and consistent with the
desired seating capacity. It is well to have
not more than ten or twelve seats in a
row between each aisle, although this num-
ber may, if necessary, be increased slightly.
Many theatres, however, have established
a maximum of fourteen seats.

The distance between rows varies be-
tween 30 and 32 inches. Experience has
demonstrated that this distance is neces-
sary to accommodate all sizes of patrons,
and to facilitate entering and leaving the
center seats of a row while others are
seated.

In planning the seats for a theatre, it is
a safe policy to plan for the accommoda-
tion of persons who are above the average
in size, since seating that is too large does
not produce discomfort. In the larger
theatres, therefore, the majority of the
seats are 20 inches wide, with an occa-
sional 19-inch chair to fill in. An exception
to this ruling is the seating for loges, which
frequently is as much as 24 inches wide.

Every patron is entitled to a direct and
open vision of the stage. Sloping and ter-
racing of floor and the curvatures of the
balcony are, of course, intended to facili-
tate this, but unless the seats are specially
made to meet the requirements of each and
every part of the house, these avail but
little. For so greatly do theatres vary in
plan and design that the seating construc-
tion problem must be solved individually
in each instance.

The relative length of chairs, front and
back, must be so adjusted as to conform
evenly to the slope of the floor and still
keep the chair in its normal position. Then
the occupant is assured of a natural, easy
and comfortable position in sitting. He is
neither tilted too far forward nor too far
back. His feet and those of the chair
should rest very naturally in exactly the
same line or plane.

Where there are sloping sides toward
the center, a two-fold problem presents
itself. Not only must the inclination to-
ward the front be right, but there must be
a mechanical adjustment in the fastening
of the seats to standards, so that the seats
will be perfectly level and parallel with the
natural floor level and the sitter will not be
tilted at an angle.

The necessary converging of seats from
the outer circumference toward the stage,
both on the main floor and in the balconies,
is another problem. There must be no loss
of chair space and resultant decreased ca-
pacity, but the symmetry and a general
pleasing and orderly appearance must be
preserved.

The placing of chairs in rows and the ar-
rangement of the aisles, to make ingress
and egress as easy, speedy and safe as
possible and to conform in every way with
the building and fire ordinance of each
community, is another important point re-
quiring careful thought and planning.

Frequently a very simple rearrangement
makes possible an appreciable increase in
house capacity, and if not in actual in-
creased numerical capacity, actual in-
creased box office receipts by transforming
otherwise less desirable and less valuable

seats to a higher grade of valuation and
desirability.

Almost equally as important as proper
arrangement of the chairs themselves, is
the quality, comfort and service they will
give. The element of comfort is an espe-
cially outstanding consideration as the abil-
ity to provide rest and ease for the audience
during the performance augurs for more
solid enjoyment of the show. Roominess,
correct springs, smooth, well upholstered
backs, correctly placed arm rests, a per-
fectly level placing with the floor, service-
able hat holders, smoothly operating and
noiseless seat-hinges — these are but a few
of the things that go to make up a com-
fortable theatre chair.

Strength, stability, durability must be
embodied in every chair. A broken seat,
while apparently not of great importance
in itself, is nevertheless an annoyance that
reflects unfavorably on the theatre as a
whole.

Veneer chairs range in price from $2.75
to $6.00. Upholstered chairs are from $6.00
up.

Leading manufacturers of this equipment
are :

AMERICAN SEATING CO., 14 E. JACK-
SON BLVD., CHICAGO, ILL.

Heywood- Wakefield Co., 209 Washing-
ton St., Boston, Mass.

<£5 ^5 «3*

CHAIR COVERS

In addition to giving a pleasing and in-
viting appearance to the auditorium, chair
covers serve the practical purpose of cool-
ness and sanitation. An interior otherwise
drab may be transformed into a cool, clean,
cheerful looking place through their use.

Theatre chair covers have been used ex-
tensively in dramatic and larger motion pic-
ture houses but it is only recently that they
have been adopted on a greater scale by
the smaller houses. No doubt one of the
causes has been the belief that they were
an expensive proposition. This, however,
is not the case. Recently chair covers have
been developed which are reversible, ef-
fecting an important saving in laundrying
costs.

There are several things that should be
borne in mind in connection with the use
of chair covers. It should be remembered
that auditorium and balcony chairs as a
rule require two distinct and different style
of covers. The auditorium chair should
be equipped with a cover which covers the
entire chair back while the balcony chair
needs only have a quarter back. This is
because of the slope on which balcony
chairs are placed.

Working from blue prints provides the
most satisfactory way of assuring a per-
fect fit of the cover for each chair.

A leading manufacturer of this equip-
ment is :

Dura-Tex Fabrics Co., 216 Webster St.,

Cincinnati, O.

The “Better Theatres Infor-
mation and Catalogue Bureau”
which is a regular feature of
each issue of “Better Theatres”
is reproduced in this Box Office
Record and Equipment Index
on page 66.

CHANGE MAKERS

Speed and accuracy are obtained at the
box office through the use of coin chang-
ing machines which in addition to their
time saving facilities offer a valuable pro-
tection against annoying mistakes in mak-
ing change to patrons. With the coin
changing machines a light touch at the key-
board is all that is necessary to deliver the
correct number of coins to the patron who
easily scoops them up from a cup at the
side of the change maker. Coins may be
delivered either from the right or left side
and these automatic cashiers as developed
for theatres have been improved in recent
months until now they are available in sizes
which occupy only about nine square
inches of space in the box office.

In the handling of crowds the coin
changer plays a particularly important part
in reducing to a minimum delay at the
ticket window. Fumbling of coins and the
dropping of them which is characteristic
of the old fashioned method is eliminated
and the coin changer enables the ticket pur-
chasers to be served at from three to five
times as fast as under the old way. Change
makers sell for about $125.

A leading manufacturer of this equip-
ment is :

Brandt Automatic Cashier Co., Water-
town, Wis.

^

CHANGE-OVERS

A device for changing from one projec-
tion machine to another or from projector
to stereopticon which is accomplished by
pressing a button. The cost is about $30
per unit.

Request further information through ‘'Bet-
ter Theatres” Information and Catalog
Bureau.

«£t £ J8

COLOR HOODS

Artistic color effects on electric signs are
possible by the use of color hoods which
are available in six colors : ruby, blue,
green, amber, opal and canary. The color
hoods are made of fadeless glass and are
made to fit any standard size lamp where
they are held in place by spring fasteners,
and are readily taken off and replaced for
cleaning.

In connection with sign flashers color
hoods are an important feature in achiev-
ing life and color to make an attention
compelling display. Prices of color hoods
range from 22c-40c to 50 cents.

Color hoods are manufactured by:
KLIEGL BROS., 321 W. 50TH ST., NEW
YORK, N. Y.

Reynolds Electric Company, 2651 W.
Congress St., Chicago, III.

& & ^

COLOR WHEELS

Wheels to accommodate colored gelatine
sheets for producing various lighting ef-
fects with spot lights or projectors. Prices
range from $2.50 to $7.50.

A leading manufacturer of this equip-
ment is :

KLIEGL BROS., 321 W. 50TH ST., NEW
YORK, N. Y.

CONDENSERS

Condensers are single glass lenses, un-
mounted. They are made in various diam-
eters from 2}4 inches to 8 inches diameter;
the 4^4 inches diameter and the 8 inches

October 22, 1927

EXHIBITORS HERALD

47

diameter being used mostly in motion pic-
ture work. The condenser is located in
the front end of the lamphouse to gather
the rays of light from the light source, and
bend them, or condense them into a spot of
light on the aperture. They are made in
different shapes, some being Plano Convex,
some Meniscus or Moon shape, and others
Bi-Convex.

Condenser breakage and trouble has been
greatly reduced through the perfection and
development of heat resisting glass which
is tempered and processed to withstand ex-
treme changes of temperature. This, it is
declared, has been accomplished without
any sacrifice of light on the screen and
without impairment of photographic values.

Focal lengths for motion picture work
are usually 6I4-7J4-85-4 and 9J4 inches 5
inches-6 inches and 8 inches diameter con-
densers are usually used for spotlight pro-
jection.

Within the last two years there has been
a development of what is known as the
Parabolic condenser, which has made pos-
sible the gathering of more light, and a
sharp, concentrated spot on the aperture of
the picture machine. These Parabolic con-
densers have been developed for regular
arc proejetion, high intensity arc projec-
tion, and mazda projection. They are a
little more expensive than the regular type
of condenser, but the results obtained are
well worth the price. Prices range from
$1.50 to $12.00.

A leading manufacturer of this equip-
ment is:

Bausch & Lomb Optical Co., Rochestlr,

N. Y.

<£5 a* ^

COOLING, VENTILATING
SYSTEMS

Capable of delivering 35,000 cubic feet
of fresh air per minute into every part of
the theatre, cooling and ventilating systems
are being adopted by theatres of all sizes.
Systems of this type are reasonably priced,
ranging in cost from $400 upward.

They may be installed in various parts
of the theatre, a common place being below
the stage. Under this arrangement dis-
tribution of the air is upward, the air pass-
ing to the rear of the auditorium and drop-
ping naturally to every seat. In theatres
having an organ installed at one side of the
proscenium the opposite of the proscenium
affords a good place for a cooling unit. A
pent house on the roof at the rear of the
auditorium is another manner in which the
system may be installed to assure excellent
results. In fact, regardless of the nature
of the theatre, cooling and ventilating sys-
tems of this type may be readily adapted
to it.

Manufacturers of this equipment main-
tain cooling and ventilating experts and
offer a service of recommending the most
efficient arrangement for the complete cool-
ing and ventilating of a theatre. The sys-
tems may be installed without interruption
to the regular performances.

Leading manufacturers of cooling and
ventilating systems are :

SUPREME HEATER & VENTILATING

CORP., 1915 PINE ST., ST. LOUIS, MO.
TYPHOON FAN COMPANY, 345 W. 39TH

ST., NEW YORK, N. Y.

Arctic Nu-Air Corp., 500 S. Fourth St.,

Minneapolis, Minn.

Blizzard Fan Sales Co., 1514 Davenport

St., Omaha, Nebr.

& &

CURTAIN CONTROL
MACHINES

Few things leave a finer impression on
the theatre audience than the smooth and

silent opening and closing of the curtain.
This is accomplished by curtain control
machines which operate automatically. The
curtain can be controlled from the booth
or from back stage by the simple process of
pressing a button.

Curtain control equipment consists of
track equipped with cable and snaps to
which the curtain is fastened. In opening
and closing the curtain may be stopped at
any desired point across the stage and may
also be reversed at will.

The motor for operating the curtain is
usually placed on the stage or it may be
placed in the grids or mounted on a plat-
form. This permits the machine, track and
curtain to be flied in addition to open from
the center.

Theatres of all sizes are now employ-
ing automatic curtain control equipment and
mechanism of this type has been developed
to a high grade of efficiency, contributing
immeasurably to audience enjoyment of the
program. The price of curtain control ma-
chines is around $325 with the track sell-
ing at about $2.25 per foot.

Leading manufacturers of these ma-
chines are :

J. H. CHANNON CORP., 223 W. ERIE ST.,

CHICAGO, ILL.

Automatic Devices Co., 17 N. 7th St.,

Allentown, Pa.

E. J. Vallen Electrical Co., Akron, Ohio.

& & &

DATE STRIPS

Date strips, being an inexpensive but
nevertheless important theatre advertising
commodity frequently frustrate the efforts
of good advertising through over-use until
they become dirty and unattractive. A few
dollars buys enough date strips for a whole
year for the average house. Except for
special uses date strips are available from
stock in standard sizes. Prices range from
lc to 5c each.

Leading manufacturers of this equipment
are :

EXHIBITORS PRTG. SERVICE, 711 S.

DEARBORN ST., CHICAGO, ILL.

National Poster & Prtg. Co., 729 S.

Wabash Ave., Chicago, III.

Hennegan Company, 311 Genesee St.,

Cincinnati, Ohio.

J* &

DIMMERS

The beatiful lighting effects achieved in
motion picture theatres is accomplished
through dimmers which are capable of com-
plete illumination control making possible
soft changes and color blending of lights
to create a restful and pleasing atmosphere.
Dimmers are used by small theatres as well

CIRCUS HCRDLDS

pgogr mi

DRT6SPOST6RS

EXHIBITORS

Printing Service

711 South Dearborn Street
CHICAGO, ILL.

as the large motion picture palaces. They
are usually placed at the side of the stage.
In instances of smaller installations the
dimmer may be operated by the projection-
ist from the booth.

The magical effect of lighting control
and blending as achieved with dimmers is
one of the outstanding features of the mod-
ern theatre today. On the stage and
throughout the theatre dimmers give pro-
ducers and managers one of their most ef-
fective means of creating marvelous effects
which unquestionably are important factors
at the box office.

Leading manufacturers of theatre dim-
mers are:

CUTLER-HAMMER MFG. CO., 12TH &
ST. PAUL, MILWAUKEE, WIS.

KLIEGL BROTHERS, 321 W. 50TH ST.,
NEW YORK CITY.

Frank Adam Electric Co., St. Louis, Mo.
Wm. Wurdack Electric Meg. Co., 21 S.
11th St., St. Louis, Mo.

& ^8 ,58

DISINFECTANTS,

PERFUMED

The necessity of eliminating disagreeable
odors in a theatre has led to the develop-
ment of disinfectants which not only serve
to eradicate the odors but leave in the
room a delightful perfume fragrance. Dis-
infectants of this kind are usually sprin-
kled about the house or they may be used
in ornamental cones, placed on the audi-
torium walls. Particularly during the hot
weather months are perfumed disinfectants
used extensively to sweeten the air in the
theatre and make it agreeable and com-
fortable. Disinfectants sell for $3.00 a
quart and up.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

J* <£

DISPLAY CUTOUT
MACHINES

This is a device for making various kinds
of exploitation cutouts and lobby and mar-
quise displays. The design for the desired
cutout display is traced on ordinary wall
board and with this device, the cutout is
easily made by guiding a small chisel over
the outlines and cutting away those por-
tions of the surface not wanted. A small
motor is used and the current from the
electric light socket furnishes the power.
The operation is similar, in many ways,
to that of operating a sewing machine.

A leading manufacturer of this equip-
ment is :

International Register Co., 21 S. Throop
St., Chicago, III.

J* S &

DRAPERIES

Draperies are an important feature of
theatres today. They accent color and give
softness and richness to an interior. Ar-
chitectural lines of doorways and arch-
ways are usually distinctively hard and
draperies are the mediums by which these
lines are softened to give a pleasing ap-
pearance. A drapery scheme usually cre-
ates an inviting, soft and colorful atmos-
phere. If the drapery is in harmony with
the main color in the surroundings and in
proportion to the richness of the architec-
ture there need be little worry about it
being too rich or elaborate.

TIFFIN SCENIC STUDIOS, TIFFIN, OHIO.
John C. Becker & Bro., 2824 Taylor St.,
Chicago.

48

EQUIPMENT INDEX SECTION OF October 22, 1927

DRINKING CUPS, PAPER

Refer to “Paper Drinking Cups.”

& &

DRINKING FOUNTAINS

Eighteen drinking fountains about evenly-
divided between the wall and pedestal type
are installed in Balaban & Katz’s new Up-
town theatre, Chicago. While the Uptown
is one of the country’s largest houses the
drinking water facilities provided easily
emphasizes the importance of this feature
in any theatre.

Drinking fountains should be placed as
conveniently as possible for the patron en-
tering and leaving the theatre. In small
houses at either ends of foyer is a place
frequently used. Whether the wall or ped-
estal type fountain is used depends upon
space available, the wall type being used
where space conditions are more limited.

In the finer theatres drinking fountains
form an integral part of the decorative
scheme of the theatre, being designed in
harmony with the balance of the surround-
ings and in conformity with the architec-
tural treatment of the house.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

ELECTRIC FANS

This term is used to designate fans rang-
ing in size from 5 to 16 inches, which are
usually portable and are made in both oscil-
lating and non-oscillating types. They are
operated by connection to the light socket.
Prices range from $7.50 to $35.00.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

&

ELECTRIC FLOWERS

Baskets or vases of electric flowers offer
many possibilities in a decorative way for
theatres. Artificial roses, tulips or similar
flowers are fitted with small properly col-
ored bulbs and the complete bouquet is
wired ready to attach to the light socket.
Many a nook or corner now barren and
unattractive or unsightly can be trans-
formed into a beauty spot by means of an
electric bouquet.

Leading manufacturers of this equipment
are :

G. REISING & CO., 227 W. AUSTIN AVE.,
CHICAGO, ILL.

ELECTRIC SIGNS

Refer to “Signs, Electric.”

& &

EMERGENCY LIGHTING
PLANTS

Emergency lighting plants are equip-
ment designed to furnish power for supply-
ing illumination and operating the show in
the event of a failure of the local power
supply. It is said that the financial loss
suffered by admissions returned by a
theatre through only one power failure a
year would more than compensate for the
cost of equipment of this type. In addition
to financial loss, a power failure during a
performance frequently results in loss of
life and property through the resultant
panic.

Emergency lighting plants are made in
several types such as the gasoline engine
type and the battery charged type with
motor generator. In the instance of the

latter several sources of power are pro-
vided to meet every contingency, which,
together, form an interlocking type of pro-
tection.

The first source of power for the emer-
gency lights of the theatre is the regular
power supply, either from central station
lines or from private generating plant. In
some states it is required that the emer-
gency exit lights be upon a 32-volt circuit
in which case the circuit is fed from the
A. C. lines, through a small transformer
which is a part of the system.

The second source for the emergency
exit lighting is the special heavy-duty glass
jar storage battery of the system. De-
pending upon the individual requirements
of the installation, tiffs battery and the
auxiliary apparatus is of sufficient capacity
to carry the total necessary load for periods
as long as 8 hours.

The third source of supply for the emer-
gency exit lights is the motor generator set
itself. In case the A. C. transformer cir-
cuit, which normally feeds the 32-volt exit
lights, should fail the motor generator set
is operated from the main power supply
line and connected to the emergency exit
light circuits through the battery circuit.
The battery will carry the exit lights only
as long as necessary to start the motor gen-
erator set. After the motor generator is
started the battery floats on the line.

The heavy-duty storage battery is kept
continuously charged by means of a motor
generator set, which is operated from the
regular power lines, on an individual cir-
cuit separate from the emergency exit light
circuits.

A leading manufacturer of this equip-
ment is :

Roth Brothers, 1400 W. Adams St., Chi-
cago, III.

<£

EXIT LIGHT SIGNS

Exit light signs are required by law in all
theatres, the Chicago theatre building ordi-
nance specifying them as follows : “The
word ‘EXIT’ shall appear in letters at least
six inches high over the opening of every
means of egress from a theatre and a red
light shall be kept burning over such a
sign.”

Many improvements have been made in
the manufacture of exit lights in an en-
deavor to make them less offensive in ap-
pearance without detracting from their
practical mission. In addition to various
styles, exit lights may be obtained built
into ornamental fixtures, the whole being
placed over the exit door.

Leading manufacturers of this equipment
are :

KLIEGL BROS., 321 W. 50TH ST., NEW

YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE, CHICAGO, ILL.

& &

FANS, VENTILATING

Fans may be divided into two classes,
the portable and the stationary. The lat-
ter is the type commonly used in theatres.
It is made in a variety of styles and sizes
and is used for drawing into the auditorium
fresh air or drawing out the foul air. These
fans are mounted in a wall opening and
in theatres can advantageously be placed
in the front or rear of the auditorium and
in the lobby. The motors operating these
fans are usually supported by a bracket
extension of the fan. The motor is gen-
erally enclosed to prevent trouble from dust
or dirt.

The sizes of these fans range from 10
to 72 inches in diameter.

Ceiling fans are of a larger type and
operate at slower speed. Fans of this type
usually have four wooden blades and they
are hung from the ceiling by an insulated
hanger.

While the importance of adequate venti-
lation in the auditorium is generally recog-
nized it has been found that many theatres
have failed in providing ventilation in lob-
bies. Air in the lobby, particularly when
crowds are waiting admission soon becomes
stagnant and foul, with the result that
patrons are unduly wearied and placed in
an unfavorable state for enjoying the en-
tertainment. Prices range from $160 up.

Leading manufacturers of theatre ventil-
ating fans are:

SUPREME HEATER & VENTILATING
CORP, 1915 PINE ST, ST. LOUIS, MO.
TYPHOON FAN COMPANY, 345 W. 39TH
ST, NEW YORK, N. Y.

Arctic Nu-Air Corp, 500 S. Fourth St,
Minneapolis, Minn.

Blizzard Fan Sales Co, 1514 Davenport
St, Omaha, Nebr.

& JX JS

FILM CABINETS

There are various types of film cabinets
having storage capacity from three to
twelve reels per unit of various forms of
construction so that the reel is elevated or
brought within grasp by the opening of the
cover. They are generally of double metal
wall construction, so that should one reel
become ignited in the cabinet, the others
are insulated from this heat, and thus saved
from any damage. Some of them are con-
structed so that they can be ventilated to
the outside by means of piping. The prices
range per unit from $14.00 to $60.00 per
unit or cabinet.

A leading manufacturer of this equip-
ment is :

E. E FULTON CO, 3208 CARROLL AVE,
CHICAGO, ILL.

jt £

FILM CABINET STANDS

There are various size stands which ac-
commodate one up to three cabinets, and
hold the film cabinets so that they are more
convenient as well as allowing them to be
moved about more easily for cleaning or re-
locating purposes. Some of them also
make the film cabinets more safe by hold-
ing the film cabinet at an angle so that a
reel of film cannot be laid on top of it.
The prices range from $12.00 to $17.00.

A leading manufacturer of this equip-
ment is:

E. E. FULTON CO, 3208 CARROLL AVE,
CHICAGO, ILL.

& &

FILM CEMENT

A special preparation for splicing motion
picture film used in theatres, laboratories
and film exchanges. Film Cement sells
at about 25c a bottle.

Leading manufacturers of this equip-
ment are :

E. E. FULTON CO, 3208 CARROLL AVE,
CHICAGO, ILL.

MONARCH THEATRE SUPPLY CO, 1223
S. WABASH AVE, CHICAGO, ILL.

& ^5

FILM CLEANERS

A block containing pads which are sat-
urated with a film cleaning liquid through
which the film is run, dirt and grit being
removed from it in the process. Prices
range from $7.50 up.

October 22, 1927

EXHIBITORS HERALD

49

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & &

FILM SPLICING MACHINE

Equipment of this type is used mostly in
film exchanges, studios and laboratories for
the purpose which the name states. Smaller
models are made for theatres. Prices
range from $6.00 up.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& ^ &

FILM WAXING MACHINE

A device for protecting the projector
from emulsion of green film. It is placed
between rewinds, the film passing through
the waxing machine and waxing the
sprocket holes while being rewound.
Prices range from $15.00 up.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& &

FIREPROOF CURTAINS

Laws in most States now require an as-
bestos curtain on the stage. In some cases
a combination of steel and asbestos curtains
are required by the law.

Leading manufacturers of this equipment
are :

J. H. CHANNON CORP., 223 W. ERIE ST.,
CHICAGO, ILL.

J. R. Clancy, Syracuse, N. Y.

Peter Clark, Inc., 534 W. 30th St., New
York, N. Y.

& & &

FIRE EXTINGUISHERS

There are two types of fire extinguish-
ers : the one quart size hand extinguisher,
containing carbon tetra-chloride and the
2y2 gallon soda and acid extinguisher.
Good ones of both types are manufactured
by many companies. Instructions from fire
inspectors should be carefully followed in
distributing these through the theatre
building. Prices range around $12.00.
Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

FIRE PREVENTION
PROJECTOR

Important equipment has recently been
developed which it is said definitely pre-
vents a fire in the projection machine. This
equipment is a control device, easily in-
stalled and which is operated on low
voltage through a small step-down trans-
former. A dowser is mounted on the cone
of the lamp house and acts as the main
light cut-off, taking the place of the regular
dowser. The dowser is operated from
five distinct points of contact, covering
every avenue through which a fire could
start in the projector while it is in opera-

tion with film in it. All contact points are
very sensitive, and the dowser is instan-
taneous in its action.

A pivoted apron is mounted so that it
comes in contact with the upper film loop.
An auxiliary idler is mounted so that it
rides the film between the take-up sprocket
and lower magazine fire valve rollers.
These two points of contact with the film
offer protection against fire from the fol-
lowing causes :

A. — Film break at any point in projec-
tor; B.— Loss of lower loop; C. — Mutilated
perforations, i.e., perforations in such con-
dition that film will not ride properly
through projector; D.— Failure of film to
pass properly through projector from any
cause; E. — Bad reel in lower magazine;
F. — Failure of film to take up properly
from any cause.

Now there are other avenues by which
a film fire can start, and the inventors of

SUPREME EQUIPMENT

FOR THEATRE HEATING AND COOLING

‘All that the Name Implies ’

SUPREME UNIT HEATERS

This is a direct-fired type of unit heater,
giving all the advantages of forced circula-
tion, ventilation, fuel economy and quick
heating. The disc type fan built into this
heater forces warm air under slight pres-
sure to all parts of the building, assuring
uniform heating without drafts. Low in
first cost and economical to operate.

SUPREME COOLING
SYSTEM

The Supreme System sends positive
cooling breezes to all parts of the audi-
torium, making it cool and comfortable
even in the hottest weather. The per-
fectly balanced blower is quiet and vi-
brationless. Uses surprisingly little
power. Extra large capacity. Equipped
with variable speed pulley if desired.

THE SUPREME TEMPERATOR

A combined heating and cooling system for less than the cost of
steam heat. The Supreme Temperator manufactures ideal wea-
ther inside your theatre regardless of outside conditions. Useful
the year around. Occupies no auditorium space. Requires no
skilled attention to operate. Economical. Heats or cools very
quickly. Nothing to get out of order. The Ideal heating, cooling
and ventilating system for the average sized theatre.

Write for Folders E and ET describing the Supreme Line

SUPREME HEATER & VENTILATING CORP.

SAINT LOUIS, U. S. A.

50

EQUIPMENT INDEX SECTION OF October 22, 1927

the device have apparently overlooked
nothing.

Idlers mounted on arms ride the motor
drive belt and take-up belt. Failure of
either belt (such as jumping or breaking)
causes contact through mercury switches
instantly operating the dowser.

Failure of current supply to motor re-
sults in instant actuation of the dowser.

A leading manufacturer of this equip-
ment is:

Sentry Safety Control Corf., 1229 Vine

St., Philadelphia, Pa.

£ «£? &

FIREPROOF UNITS

There are various forms of these avail-
able and generally each type is made in
several capacities and sizes to accommodate
their installation in small or large booths.
The component parts of each unit are gen-
erally detachable, so that the unit can be
made complete for film storage, waste dis-
posal, film rewinding and inspection, as
well as the storage of both supplies and
tools. They are generally furnished with
casters, so that they can be moved about
for cleaning or relocating purposes. They
are made entirely of metal and are there-
fore, fireproof. These units are far
cheaper in the long run than the general
make-shift of the past, in covering wooden
benches or shelves with tin or sheet metal,
since they always represent a recognized
value by being complete within themselves,
and not built in as part of the partitions
or the booth construction. The prices
range from $50.00 to $350.00.

A leading manufacturer of this equip-
ment is :

E. E. FULTON CO., 3208 CARROLL AVE.,

CHICAGO, ILL.

& &

FLASHERS, SIGN

The sparkling life and motion charac-
teristic of so many theatre signs is pro-
duced by the use of sign flashers. Sign
flashers are made in several types, among
them being the motor driven, the mercury
contact, thermal and socket flasher type.

The possibilities for attention getting ef-
fects through the use of sign flashers is
demonstrated daily in thousands of signs
equipped with them. Signs employing
flashers are generally used in connection
with colored lamps or color hoods, the
combined flasher and color lending itself
to an almost endless interpretation of in-
teresting figures and shapes.

In addition to the interest compelling
action which the sign flasher injects in a
sign it is stated that its use effects a sav-
ing in current cost over the continuous
burning sign. Prices range from $40.00 up.

Among the manufacturers of sign flash-
ers who are prepared to furnish suggest
tions for novel sign effects are the follow-
ing:

CRAMBLET ENG. CORP., 286 MILWAU-
KEE ST., MILWAUKEE, WIS.

Reynolds Elec. Co., 2650 W. Congress St.,

Chicago, III.

&

FLOOD LIGHTING

Flood lighting is accomplished with a
lamp equipped with reflector of parabolic

form capable of projecting a light to
cover a wide area at a distance. For
night lighting of theatre buildings lamps
usually range from 200 to 1,500 watts.
These may be located on the marquise or
at some other vantage point opposite or
nearly opposite the building. The inten-
sity of the light is governed to a great
extent by the type of reflector employed.
In general there are three types : the ex-
tensive, the distributing and the concen-
trating. The former gives a wide, smooth
distribution of light for close-up work; the
distributing reflectors provide a more con-
centrated beam for work at average dis-
tance and the concentrating reflector
throws a long, narrow beam of light for
illumination at long distances.

Claims advanced for the advantages of
flood-lighting, aside from the obvious ad-
vertising value of this form of illumina-
tion, include a clean revelation of the archi-
tectural beauty of a building unmarred by
signs or lamp outlines.

An idea of floodlighting costs may be
obtained from the following example:

Time of operation, 5 hours per evening
Area to be floodlighted, 50 ft. long, 50 ft.
wide.

Extent of floodlighted area, 2,500 square
feet.

Projectors used, 500 watt.

Area lighted by each projector, 250 sq. ft.

Number of projectors used, 10.

Kilowatt hour consumption per period.
10X100X25

=25

1000

Cost per kw. hour: 25X10=$2.50.

Fireproof Booth Units
Arc Controls
Enclosed Rewinds
Reels

Film Cabinets
Rewind Tables
Carrying Cases
Terminals
Bench Rewinds
Film Cement

Carbon Savers & Adapters
Ticket Holders
Waste Cans
Ball Bearing Rewinds
Operators Tool Kit

SEND

for Free Illustrated
Catalogue

E. E. FULTON CO.

3208 Carroll Ave., Chicago, 111.

Cost of lighting front for 5 hours: $2.50.
Floodlighting is also used in theatre au-
ditoriums for such purposes as illuminat-
ing the orchestra pit while the balance of
the house is dark.

Among the important companies special-
izing in floodlighting installations are:

BELSON MFG. CO., 800 SIBLEY ST.,
CHICAGO, ILL.

KLIEGL BROTHER, 321 W. 50TH ST.,
NEW YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

Frank Adam Electric Co., 3650 Windsor
Ave., St. Louis, Mo.

Wm. Wurdack Electric Meg. Co., 21 S.
11th St., St. Louis, Mo.

& &

FLOOR COVERING

Refer to “Carpets” and “Mats and Run-
ners.”

£

FLOWERS, ARTIFICIAL

Refer to “Art Plants, Flowers.”

& & &

FOOTLIGHTS

Many types of footlights are made for
the average theatre. They are designed in
the portable type, disappearing type, and
the regular kind for permanent installa-
tion. Footlights can be bought already
wired for various combinations of color
circuits, in single or double rows.

Leading manufacturers of this equip-
ment are :

BELSON MFG. CO., 800 SIBLEY ST.,
CHICAGO, ILL.

KLIEGL BROTHERS, 321 W. 50TH ST.,
NEW YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

Frank Adam Electric Co., 3650 Windsor
Ave., St. Louis, Mo.

Wm. Wurdack Electric Mfg. Co., 21 S.
11th St., St. Louis, Mo.

FOUNTAINS,

ORNAMENTAL

Refer to “Ornamental Fountains.”

£ jX

FRAMES— POSTER, LOBBY

Poster and lobby display frames are
manufactured in standard sizes. There are
one sheets to hang one sheets, with easel
back — three sheets to hang and three sheets
with easel back — combination frames to
hang and with easel to accommodate a
one-sheet and eight 11x14 photographs.
Another combination often used is one to
take a 22x28 photograph, eight 11x14 pho-
tographs and date strip.

Photograph frames are also offered in
standard sizes for five or six photographs,
11x14 in size.

Most of the modern theatres are hav-
ing their lobby display frames and cases
built to order to fit the recesses and
spaces provided for by the architect.
Manufacturers of frames and cases gladly
furnish complete drawings and specifica-
tions for the theatre owner’s approval.

October 22, 1927

EXHIBITORS HERALD

51

Standard sizes range in price from $7.00
up.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& S'

FRONTS, METAL THEATRE

Entire fronts for theatres made of sheet
metal and wrought in a pleasing design
are available for the small house desiring
to change its exterior appearance. These
metal fronts are made in various sizeS|
and designs and shipped in sections ready
to be erected. It is advisable, in ordering
material of this type to have the building
properly measured and a sketch of front
submitted.

Leading manufacturers of metal thea-
tre fronts are:

ARCHITECTURAL METAL PROD. CO..

18 W. 9TH ST., COVINGTON, KY.
EDWARDS MANUFACTURING CO., CIN-
CINNATI, OHIO.

S S S

FURNITURE, THEATRE

A number of factors should guide the
exhibitor in the selection of his furniture.
Comfort and restfulness are among the
first considerations. Upholstering materi-
als offer a splendid opportunity for accents
in the color scheme of the room. Over-
elaborateness and that which breathes of
the gaudy should generally be avoided.

All furniture depends upon the finish.
A glassy varnish finish on any piece cheap-
ens the quality of the framework. It
scratches easily and shows dust more
readily. A soft finish is always desirable,
and this holds particularly true of gold

furniture, which looks cheap unless nicely
toned down.

Furniture for the men’s room should al-
ways be of a heavy type, giving a manly
and clubby appearance. Leather uphol-
stering is quite proper. Women’s rest room
should be dainty and more genteel. Cane
furniture is appropriate here.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

St S S

GENERATORS, MOTOR

This electrical outfit is designed to pro-
duce direct current at the arc lamp on the
picture machine — spotlights or double dis-
solving stereopticon. It consists of an alter-
nating current motor, directly connected
on a shaft to a direct current generator.
Motor generators are made for every cur-
rent requirement to deliver amperages from
20 amperes to 200 amperes.

There are 20-30 ampere outfits for re-
flecting arc lamps; 40-50 and 75 ampere
outfits for the ordinary arcs and 75-100-
125 and 150 ampere generators for use
with high intensity lamps.

Motor generators are made in two types,
the double arc generators and the multiple
arc generators.

The double arc is for use with two pic-
ture machine arcs. It is so designed that
for the period of time needed to warm up
the second picture machine arc, prepara-
tory changing from one picture machine
to the other, it will carry both arc lamps
at the same amperage without danger of

losing the light on the arc lamp on the
running picture machine.

Multiple arc generators are designed and
built to generate direct current for many
arcs. They are used in the motion picture
booths where there are two arc on the pic-
ture machines, one or more spotlights and a
double dissolving stereopticon and effect
machine. The multiple arc generator cor-
rectly built, will carry the entire battery of
arc lamps and various amperages. The
variance in amperages is controlled by the
necessary rheostats. Prices range from
$350 up.

Leading manufacturers of this equip-
ment are :

ROTH BROS., 1400 W. ADAMS ST., CHI-
CAGO.

Automatic Devices Co., Allentown, Pa.
Hertner Electric Co., Cleveland, O.
Liberty Elec. Corp., Stamford, Conn.

St S St

GRILLES, BRASS

Grilles in both Drass and bronze are
used in oox office windows, organ grille
openings and in radiator openings in lob-
bies. Manufacturers of this item show
many designs to select from. Can be
bought in standard sectional assembly or
built to order.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

St St St

HARDWARE, STAGE

With the growing popularity in theatres
of presentation acts a need is apparent for

MADE RIGHT FOR BETTER LIGHT

Equipment in this most up-to-
date house had to be the finest
obtainable.

An atmospheric theatre calling
for lighting that was just right
and no makeshift.

Write for our catalogue on Theatre Light-
ing Equipment. It will pay you
to investigate

BELSON MANUFACTURING CO.

804 S. Sibley St., Chicago
Representatives at

New York, Philadelphia, New Orleans, St. Louis,
Denver, Kansas City, Omaha, Minneapolis, Mil-
waukee, San Francisco, Los Angeles, Seattle

KENOSHA THEATRE (Universal) Kenosha, Wise.

United Scenic Studio , Chicago , Architects

Our Equipment in this beautiful house includes Bor-
derlights, Footlights, Spotlights, Floodlights, motor
driven Cloud Machines, Moon Machine, Star Effects,
Act Announcers, Cove Troughing.

52

EQUIPMENT INDEX SECTION OF October 22, 1927

equipment to meet the varied physical re-
quirements in the way of stage hardware
to accomplish this purpose. The subject of
stage hardware takes in many items, large
and small which are equipment essentials
in the stage that is to be prepared to house
a variety of acts or talent.

Under the heading of stage hardware are
included such items as blocks and pulleys
of all types, counterweights and arbors, be-
lay pins, cleats, curtain tracks, keystones
and corners, pin rails, pin wire, rope, ma-
nila and wire, rope locks, sand bags, smoke
pocket stage screws, trim clamps, winches.
Steel curtains and counterweight rigging
are also important items of the equipment
in the modern stage.

Leading manufacturers of this equip-
ment are :

J. H. CHANNON CORP., 223 W. ERIE ST.,
CHICAGO, ILL.

J. R. Clancy, Syracuse, N. Y.

Peter Clark, Inc., 534 W. 30th St., New

York City.

& & &

HEATING SYSTEMS

There are a number of heating systems
for theatres, among them the direct fired
blower type heater. This is a heat to air
method of heating, coal fired, which is
used without radiators, steam or water
piping. It provides for ventilation in
summer and winter as well as heating. A
system of this type gives heat uniformly
and quickly, it is declared, and installation
cost is said to be low. Another method of
heating is a system of warmth with venti-
lation obtained by means of heat genera-
tors which conduct the heat directly to
the volumes of cold fresh air necessary to
properly ventilate the theatre without any
intermediate means or usual heat losses.
The air is drawn in through a fresh air
shaft into the fan room passing through
air washers being thoroughly washed and
properly humidified. From there, by
means of large blowers it is forced
through the generator chambers and prop-
erly and scientifically distributed to the
portions of the building to be heated and
ventilated.

The generators are so constructed that
any kind of fuel including oil or gas can
be used. The fires are controlled auto-
matically by means of temperature control
equipment, responding to thermostats
placed in the theatre in various locations.
Utmost flexibility is obtainable on account
of the installation of these units or sepa-
rate heat generators.

Equipment of this type is being used in
every class of theatre from the 300-seat
village playhouse to the 5,000-seat palatial
home of the cinema art. On account of
the exceptional flexibility, convenience,
economy of operation, and perfect results
obtained from the use of any kind of fuel,
an owner obtains an up-to-date heating
system as well as a properly designed ven-
tilating plant for both winter and summer
use.

Leading manufacturers of theatre heat-
ing systems are :

SUPREME HEATER & VENTILATING

CO., 1522 OLIVE ST., ST. LOUIS, MO.

B. F. Reynolds Co., 118 W. Ohio St.,

Chicago, III.

INCANDESCENT PROJEC-
TION LAMPS

Refer to “Lamps, Incandescent Projec-
tion.”

J*

HEATING SYSTEMS, OIL

Heating by means of oil is growing rap-
idly in popularity among theatres. Some
of the country’s largest playhouses are in-
stalling oil heating systems of various
makes and types. They are also to be
found in smaller theatres. Among the ad-
vantages claimed for oil heating is the
matter of cleanliness and subsequent sav-
ings in draperies and redecorating costs.
The operation being automatic the oil
burner requires virtually no attention, ef-
fecting a saving in janitor service. Another
advantage pointed out is the fact that oil
burners give heat only when needed.

Most oil burners are operated in connec-
tion with a thermostat so that when the
temperature falls even one degree below
the desired point the thermostat establishes
connection which starts the burner again.
When the temperature goes above the de-
sired degree the heat is automatically shut
off.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^

INSURANCE, RAIN

Rain insurance offers to exhibitors a
protection against an empty box office
when a storm arises on the day or evening
on which the house has booked a big pic-
ture for which it has paid probably more
than its usual price. Rain insurance poli-
cies are now an established feature for
motion picture houses and other forms of
amusement.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

J* ^

INTERIOR ILLUMINATED
SIGNS

Interior illuminated signs under this
heading refer to such signs as aisle signs,
ladies’ rest room signs, lavatory signs and
signs denoting check room, smoking room,
requests for silence and similar signs which
must necessarily be neat and attractive.
Details concerning the construction and
operation of signs of this type are given
under “Admission Signs” on a preceding
page. Prices range from $35 up.

Leading manufacturers of this equip-
ment are :

KLIEGL BROS., 321 W. 50TH ST., NEW
YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

The “Better Theatres Infor-
mation and Catalogue Bureau”
which is a regular feature of
each issue of “Better Theatres”
is reproduced in this Box Office
Record and Equipment Index
on page 66.

LAMP dip coloring

Lamp dips or lamp colorings are manu-
factured by numerous companies, and can
be obtained in either the clear color or in
an opaque.

There are three types of coloring. One
type for a temporary dip where the color
is to be changed often. For such changes,
incidentally a color remover can be pur-
chased.

The next type is the color used for dip-
ping lamps which it is desired to color for
permanent inside use. This color should
not be used for outside lighting as it will
not withstand the elements.

The third type is the outside coloring.
This is for use on lamps used for lighting
electric signs, marquees and other outside
lighting. It is a very slow drying color,
taking from three to four days to dry.
Lamp dip coloring sells for $1.35 per pint
and up.

A leading manufacturer of this equip-
ment is :

KLIEGL BROTHERS, 321 W. 50TH ST.,
NEW YORK, N. Y.

£

LAMPS, DECORATIVE

The various lamp manufacturers offer a
number of decorative lamps. There are
two types of flame shaped lamps used on
fixtures with imitation candles and on
standing candelabra. They are made in
standard base and in candelabra or minia-
ture base, and may be had in frost or
sprayed colors — blue and red — flame tint —
amber or canary.

Also considered as decorative lamps are
the standard globular and pear shaped
lamps, which are sprayed in colors as men-
tioned above.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

^

LAMPS, INCANDESCENT,
PROJECTION

This term is confusing as there are
lamps for motion picture projection and
lamps for spotlight and stereopticon pro-
jection and they are very different.

There are two lamps for motion picture
projection. The 900 watt, 30 ampere, 30
volt lamp and the 600 watt, 20 ampere, 30
volt lamps. They cannot be used on the
ordinary lighting circuit without a regu-
lator or transformer to change the current
to the correct amperage and voltage. Such
transformers and the other necessary
equipment can be furnished by the various
picture machine manufacturers.

Both of these lamps are made in mono-
plane filament in order to produce the most
possible light for projection. They are the
only practical lamps for the projection of
pictures. The 900 watt lamp produces
enough light to work efficiently on throws
of 75 to 100 feet. The 600 watt is used
for throws shorter than 75 feet.

The other projection lamps for spotlight
and stereopticons are manufactured in
tubular, globular and pear shapes. They
can be had in wattages of from 200 watts
to 1000 watts for use on 110 volt lines.

October 22, 1927

EXHIBITORS HERALD

53

These sizes are all standard and are car-
ried in stock. Special lamps of 1500 and
2000 watts can be had, but are only made
up on special order. There is one lamp
made of 100 watt for use on 110 volt line
for motion picture projection. It is not,
however, as practical and as efficient as the
30 volt type.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

& <£

LAMPS, HIGH INTENSITY

It is very encouraging, indeed, to note
the many recent improvements in the
high intensity lamp for moving picture
projection.

With playhouses of ever increasing
seating capacity and consequent increase
of projection range or “throw,” the high
intensity lamp has rapidly become a
necessity with very few alternatives for
light source in the larger houses.

The high intensity lamp, just a few
years ago, while considered a necessity
in the larger houses, was also looked
upon as a rather troublesome piece of
apparatus to be gotten along with be-
cause there was nothing else that could
serve its purpose. But today the high
intensity lamp has been perfected in such
measure that it is no longer troublesome
or intricate from an operating stand-
point, and its result on the screen under
extreme projection conditions is all that
can be desired.

Leading manufacturers of this equipment
are :

ASHCRAFT AUTOMATIC ARC CO., 4214
SANTA MONICA BLVD., LOS AN-
GELES.

Hall & Connolly, 129 Grand St., New
York City.

LAMPS, REFLECTOR ARC

A carbon arc lamp for motion picture
projection using a reflector for projecting
the light onto the aperture of the picture
machine.

The complete lamp contains as a part of
the unit an automatic arc control adjusted
to operate at a variance of a fraction of a
volt at the arc. The advantage of the re-
flecting arc lamp is that it will operate at
from 20 to 25 per cent of the electrical
current necessary to operate the old style
arc lamp. The carbons used are much
smaller in size making an additional sav-
ing. The reflecting arc is now accepted as
a necessity, by progressive exhibitors which
in addition to saving the lamp, produces a
flat even field of bright crisp white light
which is very desirable in motion picture
projection. Prices range from $195 to $350.

Leading manufacturers of this equipment
are:

PERFECTION ARC CO., INC., 736 37TH
ST., MILWAUKEE, WIS.

McAuley Mfg. Co., 554 W. Adams St.,
Chicaco, III.

Strong Electric Co., 2501 La Grange St.,
Toledo, O.

«£ &

LEATHER UPHOLSTERING

The matter of rejuvenating theatre chairs
is one which is of interest to many theatre

owners. A number of ways and mate-
rials are available for accomplishing this.
Recently a form of artificial leather has
been placed on the market. With it is
claimed the coating and fabric become prac-
tically one integral piece. This artificial
leather is said to have the advantage of
being extremely soft, and is said to be
very easily installed. The result is that it
provides the theatre chair with a new and
inviting appearance, and gives it additional
comfort facilities.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& & &

LENSES

The prime requirement of a lens is to
give a bright, well defined picture on the
screen without any distortion or color
rings. There are a number of these effi-
cient lenses made in two sizes: the quarter
size and the half size; the quarter size be-
ing of a smaller diameter than the half
size. The quarter size is furnished, as a
rule, in equivalent foci of 5 3/4 to 7 1/2
inches. The half size in equivalent foci of
5 3/4 to 71/4 inches. The sizes mentioned
are standard. All other sizes are special
except in shorter equivalent foci in the half
sizes. It is not practical to make a half size
lens of shorter focus than 5 3/4 inches.
The size is determined by the throw and
size of the picture desired. Prices range
from $25 to $100.

Leading manufacturers of this equipment
are :

Bausch & Lomb, Rochester, N. Y.

The Best You Can

Buy!

The Intensiflector
(High Intensity Reflector Arc)
the most efficient projection
obtainable

The equivalent of 1 20 amperes
high Intensity is produced with
a current of only 60 amperes.

The best theatres use them

Send for illustrated
catalogue.

Installation of lntensiflectors, projection booth, Loew s State 1 heatre, Los Angeles,
California, noted for its superb projection.

Manufactured by

Ashcraft Automatic Arc Company

4214-16-18 Santa Monica Blvd. Los Angeles, California

54

EQUIPMENT INDEX SECTION OF October 22, 1927

Stage Lighting

Anythin g required, from a color cap to a dimmer han\.

I

FOOTLIGHTS

BORDERLIGHTS

SPOTLIGHTS

FLOODLIGHTS

SCENIC EFFECTS
SCIOPTICON S
COLOR WHEELS
COLOR MEDIUMS

CONNECTORS
STAGE CABLE
RESISTANCES
MUSIC STANDS

Write for descriptive literature

Universal Electric Stage Lighting Co.,inc

32t West 50th Street

NEW YORK. N.Y&

i

,f®0

WHAT

MORE

CAN

WE

DO?

Simplicity, economy and
performance make it the
best lamp AT ANY PRICE

1

We’ve designed the best lamp in the world!

We’ve cut manufacturing costs until we can sell it to you for $195.

We’ll give you your money back with 6% interest if, for any reason at
all, you or your operator or your mother-in-law DON’T LIKE IT !

Don’t worry about the length of your throw or your angle of projection.
It doesn’t mean a thing to Perfection Low-Intensity Reflecting Arcs.

PERFECTION ARC COMPANY

Incorporated

Main Office, 711 Wells St. Milwaukee, Wis.

LIGHTS, AISLE

Refer to “Aisle Lights.”

& £ &

LIGHTS, SPOT

Are made in arc and incandescent types
for use on stage — in the booth — in cove
lighting, and for head spotting. Most spot-
lights on the market can be used for spot
lighting and for full flood. The arc types
are made in sizes of 35 ampere up to 150
ampere. They come complete with stand
and attachment cord and connector. Within
the last year, the high intensity spot has
apeared. It is an adaptation of the high
intensity lamp to spot and floodlighting.

The incandescent spotlights are in sizes
of from 250 watt to 2000 watt. The sizes
usually used, being 250, 400, 500 and 1000
watt.

The small head spots of 250 watt, being
used for cove lighting or spotting the head
of a singer or organist. The incandescent
spotlights come either with floor standard
or pipe hangers for border lighting batons.

In stage work spotlights are frequently
banked one above the other on a stand and
used for floodlighting from the wings.
Prices range from $15 to $450.

Among the leading manufacturers of
this equipment are:

BELSON MFG. CO., 800 SIBLEY ST.,
CHICAGO, ILL.

KLIEGL BROTHERS, 321 W. 50TH ST.,
NEW YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

Frank Adam Electric Co., 3650 Windsor
Ave., St. Louis, Mo.

Wm. Wurdack Electric Mfg. Co., 21 S.

11th St., St. Louis, Mo.

Brenkert Light Proj. Co., 7348 St. Au-
bin Ave., Detroit, Mich.

Best Devices Co., Film Building, Cleve-
land, Ohio.

&

LIGHTING FIXTURES

While lighting fixtures constitute one of
the outstanding features of the theatre to-
day their style and application are obviously
best determined by the individual treatment
of the theatre and its requirements. It is
significant, however, that a number of lead-
ing manufacturers have established special
departments to give time and attention to
the subject of theatre lighting and fixtures.
Prices range from $7.50 up.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

£ & &

LIGHTING, FLOOD

Refer to “Flood Lighting.”

& £

LOBBY DISPLAY FRAMES

Lobby advertising is an obviously effec-
tive business stimulant and in this connec-
tion the use of lobby display frames easily
ranks first in importance. With the effec-
tive display frames now available it is pos-
sible not only to obtain a maximum adver-
tising value from their use but also to add
materially to the appearance of the lobby.
The front of the theatre may now be
“dressed up” in excellent fashion with
these frames. In the case of new theatres
it is common practice to design lobby

October 22, 1927

EXHIBITORS HERALD

55

frames in conformity with the architec-
tural style of the house.

Artistic lobby display frames are now
available which contain mirrors in the cen-
ter with space for lithographs on either
side. Or, display frames in the form of
corner cases may be advantageously used.
Literature on corner cases is visible from
both the lobby and street sides. Lobby dis-
play frames of brass with finishes such as
statuary bronze, verde antique, brushed
brass, oxidized brass, gun metal, dull cop-
per, have the advantage of requiring no
polishing.

Overcrowding of the lobby with display
frames produces a detrimental effect and
for this reason it is necessary that good
judgment and care be exercised not only in
the selection of the frames but in their
placing as well. Working from blue prints
or an accurate diagram enables manufac-
turers to suggest effective and harmoni-
ous arrangements for equipping the lobby
with a display frame scheme.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

S S &

MACHINES, POP CORN

Pop corn machines offer an excellent
opportunity for theatres to increase their
revenue according to information from ex-
hibitors who are operating them. One ex-
hibitor states that in one week he cleared
$59 with a corn popper in his lobby. Figures
provided by another exhibitor state that in
six months he took in $967.91, out of which
his expenses were $296.94, leaving a profit
of $670.97. One theatre circuit in the east
is using pop corn machines at five of its
houses.

Pop corn machines may be had in a
number of sizes and styles ranging from
small models to elaborate machines which
also include peanut roasting facilities.

Leading manufacturers of this equipment
are :

C. Cretors & Company, 612 W. 22nd St.,

Chicago, III.

Star Mfg. Co., 4477 Finney Ave, St.

Louis, Mo.

S S S

MACHINES, TICKET

A motor driven device for dispensing
tickets which are automatically registered
as to the number of each denomination
sold. These machines are made in two
unit, three unit, four unit and five unit
sizes. A two unit will dispense two tickets
of different denominations such as children
and adults. Each unit is controlled by a
series of five buttons, making it possible
to sell from one to five tickets. Prices
range from $275 to $450.

A leading manufacturer of this equip-
ment is:

Automatic Ticket Register Co., 723 Sev-
enth Ave., New York City.

S S S

MARQUISE

Refer to “Canopies, Theatre.”

S S S

MATS, RUNNERS

As a protection to carpets and as a means
of keeping the theatre clean during bad

weather mats and runners are used in
theatre lobbies and aisles. Leather mats are
most common in lobbies, having a mesh for
dirt and slush to drop through. The ir-
regular features of the leather mat sur-
face prevent slipping.

Runners for aisles and foyer are usually
made of a hard material and are laid over
carpets as a protection.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

S S S

MAZDA REGULATORS

This is an electrical device for changing
100 volt to 220 volt current to 30 volt, 30
amperes current for use with 900 watt in-
candescent projection lamps. A leading
manufacturer is:

MONARCH THEATRE SUPPLY CO., 1223

SO. WABASH AVE., CHICAGO.

S St St

MOTION PICTURE CABLE

Refer to “Cable, Motion Picture” on a
preceding page.

St <5* St

MOTOR GENERATORS

Refer to “Generators, Motor.”

St St St

MOTORS, PROJECTOR

Motors for projection machines are
usually 110 volts, 25 to 60 cycles and of
1/10, 1/8 or 1/6 horse power. They may be
obtained with variable speed adjustments
giving a range of speed of from 150 r.p.m.
to 4,000 r.p.m.

A leading manufacturer of this equip-
ment is:

The Wigginton Co., 434 N. Church St.,

Kalamazoo, Mich.

S St S

MUSIC PUBLISHERS

Appreciating the important part played
by music in the theatre several companies
have recently compiled special music for
the guidance and assistance of theatre or-
ganists and orchestras. Twelve composi-
tions have already been issued by a com-
pany headed by Henry Waterson and it is
planned by this organization to issue sub-
sequent numbers at regular intervals for
theatre orchestras. In this music and or-
chestral arrangement has been so scored
that the numbers can be played with maxi-
mum effect by any combination of instru-
ments, large and small.

Special books of organ music have also
recently been available. These comprise
classic, modern, characteristic, marches,
opera selection and sacred numbers, mak-
ing a valuable addition to every organist’s
library.

A leading publisher of theatre music is :
D. Appleton & Co., 35 W. 32nd St., New

York City.

St S S

MUSIC ROLLS

It is quite essential in these days of big
pictures to have the best musical accom-
paniment. Many theatres have invested
thousands of dollars in player pianos and
pipe organs to give the proper musical

setting to the picture and yet do not get
the full benefit of their instruments due
sometimes to inefficient organists. A good
picture roll especially selected, arranged
and played for pictures will bring out every
good element of melody and action on an
automatic organ or player piano.

Of course there are good and bad picture
rolls, but it pays to buy the best, those that
are cut to accent the true pipe organ ef-
fects, with all the force and volume writ-
ten into the original number. Most music
rolls are so arranged to bring out the
hand-played features for the various makes
of players and also to synchronize with
and accent every human emotion pictured
on the screen. Prices range from 75c to
$1.25.

A leading manufacturer of Music Rolls
is :

Filmusic Co., 6701-15 Santa Monica

Blvd., Hollywood, Calif.

St S St

MUSIC STANDS

Music stands are made in a number of
styles, from those of simple design for
smaller houses to more pretentious and or-
namental ones for the elaborate theatres.
One popular style is that which contains
upright supports on which are mounted
bell shaped shades containing light and
reflector. The lighting arrangement is de-
signed to eliminate any annoying reflec-
tions. The stand is adjustable to allow
for the most comfortable position for the
musician. The stands, in widths between
lamp supports, are 24, 30 and 36 inches.

Ornamental music stands are designed in
shape like a large open book and make an
impressive appearance. These are finished
in gold, having beautiful designs on the ex-
terior.

Manufacturers of music stands are also
prepared to supply conductor stands to
harmonize with the type of music stand
used. Prices range from $15 to $55.

Leading manufacturers of this equip-
ment are:

GALLAGHER ORCHESTRA EQUIPMENT

COMPANY, 616 W. ELM ST, CHICAGO,

ILL.

KLIEGL BROTHERS, 321 W. 50TH ST,

NEW YORK, N. Y.

J. H. Channon Corp, 223 W. Erie St,

Chicago.

S St St

OIL BURNERS

Refer to “Heating Systems, Oil” on a
preceding page.

s s s

ORGANS

It is hardly necessary here to call atten-
tion to the ever growing importance of
organ music in theatres. Next to the film
and projection machines, the organ today
is a recognized necessity and a proven box
office attraction. Virtually every phase of
the organ’s place and use in theatres has
been discussed in numerous articles in
BETTER THEATRES.

Space here will not permit, nor is it
desirable, that a lengthy discussion of or-
gan and organ music be given. It is in
order to call attention, however, to several

56

EQUIPMENT INDEX SECTION OF October 22, 1927

«

STAGE PRESENTATION
MUSIC STANDS

NOVELTY !

«

«

«

«

«

«

*)

Here’s an idea for your stage orchestra that puts snap into your
presentation. Change the cards every week to fit your current
program. Light your “jazz hounds” from a new angle. Send for
details.

BE THE FIRST!

GALLAGHER ORCHESTRA EQUIPMENT COMPANY

616 West Elm St., Chicago, 111.

GALLAGHER

MUSIC STANDS

<*

$

#

facts in connection with organs that are of
more or less recent development. One of
these is the location of the organ grilles.
While these have been conspicuous in the
past, usually on either side of the stage
opening a number of theatres are now
placing the organ grille in the ceiling, di-
rectly in front of the center of the pros-
cenium. At the new Roxy theatre in New
York the organ chambers are located
beneath the stage.

Mounting the organ console on an eleva-
tor so that the organist may be brought
into full view of the audience during a
solo is another comparatively recent fea-
ture that is winning great vogue. Double
consoles are now used in a number of thea-
tres in this manner.

In the purchase of an organ the theatre
owner should make sure that the instru-
ment is built for theatre work.

In the main, aside from detail consider-
ations, the important thing to bear in mind
in the purchase of a theatre organ is
whether or not the instrument is designed
and built to meet theatre requirements. De-
mands upon an organ to be used in a
theatre and in a church for example, are
obviously at variance. The result is that
organs for theatres are built along exact-
ing lines, expressly for the work they are
intended to perform. Among the firms
specializing in organs for theatres are:

MARR & COLTON CO., WARSAW, N. Y.
WURLITZER ORGAN CO., 121 E.
FOURTH ST., CINCINNATI, OHIO.

Geo. Kilgen & Sons, Inc., 4016 N. Union
Blvd., St. Louis, Mo.

Robert Morton Organ Co., 1560 Broadway,
New York, N. Y.

Page Organ Company, 519 N. Jackson St.,
Lima, Ohio.

ORGANS, AUTOMATIC

A great many automatic organs are used
by smaller theatres throughout the coun-
try. These instruments may be played
either manually or by roll. The instrument
is usually placed in the center of the
orchestra pit. The pipes are mounted
directly behind the upright console and the
whole occupies only a slightly larger space

Better Music At
Less Cost

With

The Selector
Duplex
Organ

Write for further details

Nelson-Wiggen Piano
Company

1731 Belmont Ave., Chicago, 111.

than an ordinary upright piano. Other
mechanism is contained with the console,
such as flutes, etc., and a number of or-
chestral combinations and effects are pos-
sible with an automatic organ. It is
possible, also, when using rolls, to operate
the instrument from any point of vantage
in the house such as the projection booth,
manager’s office, etc., by simply pressing a
button. Music rolls for automatic instru-
ments have been developed that will play
continuously for more than one hour. The
roll may be reversed or jumped to any
point of its length to obtain appropriate
music for the particular action on the
screen. Instruments of the above type
range in price from $2,000 to $2,500.

A leading manufacturer is :
NELSON-WIGGEN PIANO CO., 1731 BEL-
MONT AVE., CHICAGO.

Operators Piano Company, 715 N. Kedzie

Ave., Chicago, III.

& ^ &

ORGAN HEATERS

Reaction upon organ music and the
instrument itself of cold weather and
dampness has led to the development of
organ chamber heaters which keep the
temperature in the chamber at a uniform
degree, preventing loss of pitch, and de-
terioration of the organ. Electric heaters
with thermostat control are used for this
purpose. Organ chambers are usually
tuned at a temperature of from 65 to 70
degrees. If the temperature is allowed to
drop 10 degrees below the tuning tempera-
ture the metal pipes become fiat by a
quarter or half tone. A 10 degree rise
above the tuning temperature will cause
the same pipes to become sharp and a fur-
ther rise puts many of them out of pitch.
The effect of dampness is to cause a swell-
ing and consequent deterioration of
wooden chests, pipes and other parts in the
chambers.

Since organ chambers are not standard
in size the amount of heating equipment
must be determined for each chamber. The
larger the chamber or the greater the area
exposed outside walls, the larger must be
the wattage of the heater installed. Heaters
should be mounted near the bottom of ex-
posed or outside wall so that rising warm
air from heater will counteract the de-
scending columns of chilled air. Thermo-
stats should be located at the point the best
circulation takes place and out of reach
of direct heat from heaters.

In large theaters operating afternoon
and evening heaters are usually left in op-
eration 24 hours. In smaller houses they
may be disconnected when the show is over
and started again by simply throwing a
switch when needed. Prices range from $48
to $110 per set.

A leading manufacturer of this equip-
ment is the :

CRAMBLET ENGINEERING CORP., 286
MILWAUKEE ST., MILWAUKEE, WIS.

£ £

ORGAN MUSIC

The varied and exacting requirements of
appropriate music for the theatre organ
have prompted publishers to give special

October 22, 1927

EXHIBITORS HERALD

57

consideration to this field with the result
that music has been compiled and arranged
that is especially suited for the theatre
organ. Such collections may be obtained
in book form containing classic pieces,
modern, sacred, opera numbers, marches,
etc.

A leading publisher in this line is :

D. Appleton & Co., 35 W. 32nd St., New

York City.

& <2*

ORGAN ROLLS

Refer to “Music Rolls.’’

<£ ^

ORGAN SLIDES

Refer to “Slides.”

£ &

ORNAMENTAL

FOUNTAINS

Ornamental fountains are invariably
places of interest in the theatre. In addi-
tion to their decorative value they create
a desirable atmosphere of coolness in the
summer time through the sound of the
trickling water as it falls into the base of
the fountain.

Ornamental fountains may be obtained
in many sizes and in many forms. The
water pressure is supplied by a small pump
operated from light socket current, the
same water being used over again in most
instances.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

& a*

PAINT, SCREEN

A paint for refinishing a screen surface.
This paint comes in flat white and metallic.
Five pounds of flat white is sufficient to
coat a 9x12 screen with two coats. Prices
range from $1.75 to $3.50.

Leading manufacturers of this equipment
are :

DA-LITE SCREEN CO., 922 W. MONROE
ST., CHICAGO.

MONARCH THEATRE SUPPLY CO., 1223
S. WABASH AVE., CHICAGO.

& £

PAPIER MACHE

Papier mache is extensively used in the-
atres in the building of ornamental relief
decorations. This material has the advan-
tages of being light and durable with the
added feature of being comparatively inex-
pensive. It is particularly adapted for stage
and screen settings, being used for this
purpose by a number of the country’s lead-
ing theatres.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

PERFUMERS

These are perfume disseminators. There
are various types of perfume dissemina-
tors. The most common type is known as
the Perfume Cone. This is a decorative

Follow the

A Word on Evenheeters

np HE world s largest theatre — THE ROXY is com-
pletely equipped with EVENHEETERS — and so is the
PARAMOUNT! Hundreds of other theatres whose
names are of national importance use and endorse EVEN-
HEETERS; and Architects, Theatre Chain Owners and
Organ Manufacturers recommend and use EVEN-
HEETERS too.

Such support indicates but one thing — EVENHEETERS
must meet the required standards — they must be good.

Equip your theatre with them — install them in your
organ chambers now. Don’t wait for organ troubles. Pre-
vent them!

J V.

Two World’s Famous In-
stallations.

Roxy Theatre, New York
Paramount Theatre, New York

Theatre Chains which buy

EVENHEETERS

Comerford, Publix
Saegner, Fishers
Saxes, Balaban & Katz
Lubliner & Trinz
Stanley, Universal, Orpheum
Loews, Finkelstein & Rubin
Great States, etc.

Organ Manufacturers Pur-
chasing and Recommending

EVENHEETERS

Rudolph Wurlitzer Organ Co.

W. W. Kimball Co.

Robert Morton Organ Co.

Page Organ Co.

Bartola Musical Inst. Co.

Estey Organ Co.

Marr and Colton

~\ r

Cramblet Eng. Corp.

286 Milwaukee St., Milwaukee

EVENHEETERS are made in
portable sizes too. Made so
that they will heat your box
office during the cold days of
winter. They are the only type
Box Office heater that do not
radiate and that has a thermo-
static control. They are the
only type heater that will keep
the air at an even temperature
throughout the entire Box
Office.

58

EQUIPMENT INDEX SECTION OF October 22, 1927

WHAT WE ARE DOING FOR
INDEPENDENT THEATRES

Spending Thousands of $ $ $ for Dies and Machinery to Make Parts
to Keep the Price Within Reach of the Small Exhibitor.

Note the Savings on Just a Few

Parts for Motiograph 1A, 100 2 D and Early Deluxe

D10 Intermittent Sprockets..

List Price

$ 6.50

Our Price

$ 3.50

D 6 Cam Shaft and Pin

List Price

16.00

Our Price

10.00

D 9 Star and Shaft

D1 1 Intermittent Sprocket

List Price

15.00

Our Price

9.00

Screws

List Price

.50

Our Price

.25

1 06 Sprocket, Upper or Lower. .List Price

7.00

Our Price

2.50

1 62 A Aperture Plate

List Price

2.50

Our Price

1.75

96R Tension Shoe

.List Price

1.50

Our Price

1.00

Same Parts and Prices for XX Model

Parts for Powers Machines

6, 6A, 6B

667 Intermittent Sprocket

61 7 Feed and Takeup

List Price

$5.30

Our Price

$3.50

Sprockets

List Price

3.00

Our Price

2.00

687 Aperture Plate

List Price

1.60

Our Price

1.00

694 Tension Shoe

List Price

1.25

Our Price

.90

OTHER PARTS AT A DISCOUNT
PARTS FOR SIMPLEX MACHINES
SEND US A TRIAL ORDER AND BE CONVINCED
THE LARGEST AND OLDEST INDEPENDENT THEATRE SUPPLY HOUSE

MONARCH THEATRE SUPPLY CO.

1223 S. Wabash Ave. Chicago, 111.

WE HAVE NO BRANCH OFFICE

device made from a porous clay material
which has a cavity in the top into which
may be poured perfume. The clay absorbs
the perfume and gradually disseminates
the odor into the air. Another type is the
spray gun, which is used to spray the per-
fume in the air when the theatre is being
cleaned. There are other types which are
mechanical and driven by motors, dissemi-
nating perfume at stated intervals. Prices
range from 50c to $1.50.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

PHOTOFRAMES

These are carried as standard stock in
sizes 11x14 and 22x28 to accommodate
photographs furnished with film features.
Prices range from 50c to $1.50.

JX

PICTURE SETS

Picture sets in non-presentation houses
are usually changed seasonably or pre-
pared for holiday programs and special
events. Theatres offering presentation acts
make it a point to change weekly the ef-
fects surrounding the picture screen.

Draperies and other equipment necessary
to the production of an artistic stage set-
ting are readily obtainable.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

Jt JX Jt

PLASTIC PAINT

Plastic paint is extensively used for de-
corating auditorium walls, lobbies and

foyers of theatres. With this paint almost
any sort of rough texture can be developed
from the most refined stipple to the shag-
giest Spanish palm finish. Sand swirl, two-
tone and other effects can also be ob-
tained in a number of colors and color
combinations.

Plastic paint comes in the form of a white
powder. Before application it is mixed
with water and mineral pigment of oil
color. It may be applied on any type of
surface and when thus properly applied
and treated it can be washed from time to
time with soap and water.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^X <£S

PORTABLE PROJECTORS

Portable Projector — a motion picture
projector of such a size that it can be car-
ried from one room to another or from
one place to another. Prices range from
$225 to $425.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

£ &

POSTER FRAMES

Refer to “Frames, Poster” on a preced-
ing page.

& & &

POSTER LIGHTS

These are tubular shape reflectors to be
fastened to the poster frame for illuminat-
ing poster displays. They come completely

wired, with bracket for attaching. Prices
range from $16 up.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

5 ^ S

PROGRAMS

Unusual progress has been made in the
publication of theatre programs in the past
few years. Today the program is one of
the outstanding advertising mediums of
the motion picture house. It goes into the
home where it is perused by the family.

In obtaining programs the exhibitor need
only specify the names of the attractions
and the dates. Within eight hours pro-
grams containing effective copy, suitably
illustrated, are completed. This is possi-
ble through the efficiency of highly organ-
ized and ably manned printing plants de-
voted exclusively to this work. Copy pro-
vided in theatre programs carries a well
balanced selling “punch” creating a desire
to see the attractions. The programs are
amply illustrated and complete facts con-
cerning stars, players, author and other
matters of interest are included.

In the dissemination of theatre programs
many theatres have regular lists of patrons
to whom programs are mailed each week
while others distribute the programs to
patrons as they leave the theatre. Prices
range from $7.75 per thousand in one
color to $8.50 per thousand in two colors.
Prices decrease with additional thousands.

Prominent concerns specializing in this
work are:

EXHIBITORS PRTG. SERVICE, 711 S.

DEARBORN ST., CHICAGO, ILL.

National Poster & Prtg. Co., 729 S.

Wabash Ave., Chicago, III.

6 s &

PROGRAM COVERS

Construction of bigger and better
theatres has developed a demand for a
higher class of advertising. Offset color
program covers are representative of the
efforts of theatre owners toward increas-
ing artistry and dignity in their advertis-
ing. These colored program covers are
highly artistic and colorful. The fact that
they are extensively used has enabled pro-
duction of program covers of this type at
a very reasonable cost considering their
beauty and effectiveness. In fact, the use
of program covers has enabled exhibitors
to attain a highly desirable individuality in
this phase of their advertising. These pro-
gram covers combine all the elements of a
program announcement with the neces-
sary distinctive features of a high class
house organ. Prices range from $3 per
thousand to $7 per thousand depending on
size of cover.

A leading manufacture of this type of
program cover is:

The Hennegan Company, 311 Genesee

St., Cincinnati, O.

& <2X ^

PROJECTION LAMPS

Refer to “Lamps, Projection” on a pre-
ceding page.

&

PROJECTION MACHINES

It is the expressed belief of theatre
owners and projectionists that practically

October 22, 1927

EXHIBITORS HERALD

59

ideal projection is possible with equipment
available at present provided it is in the
hands of a competent operator. The three
most widely used projectors today are the
Motiograph, Powers and Simplex. Each is
the result of many years of improvement
and development to meet the ever-growing
requirements for the best possible screen
results.

While thousands of dollars are fre-
quently spent in many other departments
of the theatre an apparent indifference to
the importance of the best possible pro-
jection has been manifest by theatre own-
ers in the past. Fortunately this attitude
is undergoing a very marked change and
projection is coming into its own.

The motion picture theatre, despite the
many trimmings connected with its con-
struction today, offers to the public as its
chief attraction the film story on the
screen. That it should be of the finest
quality possible to produce by modern ma-
chinery and engineering skill goes without
saying.

One of the handicaps to the securing of
proper projection in the past has been in
the delay given this phase of the theatre
at the time plans for the house are made.
In a measure responsibility for this may
be placed with the architect who, in his
desire to create a palace of beauty and
grandeur has apparently failed to consider
that such facilities are without purpose
unless the thing which the public pays its
money to see — the picture on the screen
— is of a quality to produce the highest
type of entertainment.

It is not the desire nor the intention here
to go into any technical details concerning
projection machines. It is rather aimed in
these columns to impress upon the exhibi-
tor who is not already alive to the fact
that projection in his theatre should have
his keenest attention. The picture on the
screen is his biggest drawing card and any
skimping in detracting from its quality ulti-
mately will be reflected in decreased re-
ceipts.

Prices of the standard projection ma-
chines range from $625 to $1,150.

The Motiograph line of projectors is manu-
factured by the Enterprise Optical Manu-
facturing Company, 564 W. Randolph St.,
Chicago.

The Simplex and Powers Projectors are
Manufactured by the International Projec-
tor Corp., 90 Gold St., New York City.

& JX &

PROJECTION ROOM

The design and layout of the projection
room should have the careful attention of
the architect or builder at the time the
plans for the theatre are being prepared.
The co-operation of projection machine
manufacturers or their distributors can
profitably be called into use in the planning
of a projection room and in considering its
equipment. A number of instances are
known where the design of the projection
room, relegated to last minute considera-
tion by the architect or owner has necessi-
tated expensive remodeling when it has
been found that beams and other construc-
tional features made proper projection im-
possible.

The desirable projection room may vary
in size but to accommodate two projectors,
it should be at least 15 feet by 10 feet, with
12 foot ceiling. This size will also care

for a spotlight and slide dissolver. By all
means should toilet facilities be provided
and a shower bath is highly desirable.

For construction, a floor of 6 inch ce-
ment slab is recommended with 4 inch tile
wall. Doors, windows and casings should
be of steel. There should be two en-
trances to the booth. A room adjacent to
the booth, at least 8 by 8 and well venti-
lated should be provided for the genera-
tor.

It is important that in the event of fire
the flame or smoke be kept out of the audi-
torium and for this reason the aperture
on the front wall of the booth should be
lined with steel and fitted with steel covers
which will automatically drop when a fus-
sible link melts that is over each projec-
tor, releasing the aperture covers.

PROJECTION ROOM
EQUIPMENT

Refer to “Booth Equipment, Fireproof.”

<5* & S

PUBLICITY CLOCKS

This is a device designed to produce
revenue for the theatre by means of secur-
ing advertising from neighborhood mer-
chants and shops. The publicity clock is
placed in the projection room and projects
the advertisement of a local merchant upon
a circular face to either side of the pro-
scenium arch. Upon this face is shown in
silhouette the hours and hands of a clock.
The clock shows the time and a wheel is
used to project a new advertisement upon
its face every three minutes. The manu-
facturers of the clock operate upon a basis
of paying the theatre a certain amount of
money for the privilege of installing the
clock for one year in his theatre. They
then obtain the advertising from the neigh-
borhood stores. As the value of the adver-
tising increases so does the sum which the
theatre obtains from the manufacturer
increase.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

S

RAIN INSURANCE

Refer to “Insurance, Rain” on a preced-
ing page.

5 & &

RECTIFIERS

A rectifier is an electrical device for
adapting alternating current to direct cur-
rent for use with motion picture projec-
tion arc lamps. There are new types on
the market for use with reflecting arc
lamps. Rectifiers are more reasonable in
price than motor generators. Prices range
from $160 up.

Leading manufacturers of this equip-
ment are :

Roth Brothers, 1400 W. Adams St., Chi-
cago, III.

Automatic Devices Co., Allentown, Pa.
Hertner Electric Co., Cleveland, Ohio.
Liberty Electric Corp., Stamford, Conn.

6

REELS

There are various types of these made,
from the 10 inch as used by film exchanges
to the accurately constructed type used on
the projector machines. Some have machine

embossed sides, wire welded sides, and still
another type has die cast sides. Most of
the types offered for use on the projectors
have large diameter film hubs, which greatly
aid in relieving the strain on the projector
as well as giving more even take-up ten-
sion. The prices range from $0.75 to $6.50
each.

A leading manufacturer of this equip-
ment is :

E. E. FULTON CO., 3208 CARROLL AVE.,
CHICAGO, ILL.

& 0* <5*

REEL END SIGNALS

A mechanical or electrical device placed
on the upper magazine of a picture ma-
chine to warn the operator that the end
of the reel of film is near, takes the name
of Reel End Signal. They are so con-
structed that they can be set to ring a
warning at any distance from the end.
Prices range from $4.50 each and up.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^ jit

REEL REWINDERS

This device is used for rewinding films
after they are run through the projectors,
and are made in two general patterns, the
bench and fire-proof enclosed type. The
bench or open rewind is made in one piece
types with the dummy and geared end com-
plete in one unit, and others are made so
that they can be clamped to a bench or
shelf, while some are permanently fastened
by means of bolts. Some are made with
plain bearings and some have their spindles
mounted on ball bearings. They range in
price from $5.00 to $15.00.

The enclosed rewinds are made in various
patterns, both hand drive and motor drive
models. The motor drive type is generally
automatic in its operation, stopping at the
end of the film or should the film break.
Some are made with plain bearings and
some have their spindles mounted on ball
bearings. Some motor drive types also have
multiple speed ranges and accommodate
either one or two-thousand foot reels. One
type recently brought on the market also
has a detachable grinding and polishing
attachment for aiding the operator in keep-
ing his equipment in first class shape as
well as keeping his arc lamp in good work-
ing order. The prices range from $50.00
to $160.00 complete.

A leading manufacturer of this type of
equipment is:

E. E. FULTON CO., 3208 CARROLL AVE.,
CHICAGO, ILL.

jit Jt

RFFLECTOR ARC LAMPS

Refer to “Lamps, Reflector Arc.”

j&

REFLECTORS

Reflectors are made for Mazda Pro-
jectors, Reflecting Arc Lamps, and for
Spotlights. Various sizes are made with
different spherical curves, as well as para-
bolic curves. Prices range from $3.75 to
$20.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

60

October 22, 1927

EQUIPMENT INDEX SECTION OF

RESONANT ORCHESTRA
BASE

The resonant orchestra platform is a
comparatively new development. It consists
of box like layers made of the finest type
of wood of which fine violins are made.
These are placed together to form a pit
base for the musicians, their instruments
resting on the resonant box. It is stated
that a resonator platform of this type not
only greatly increases the volume of the
orchestra but adds materially to the beauty
of the music itself. Orchestra pits of this
type have been installed in many of the
leading metropolitan theatres.

This equipment is manufactured by:
GALLAGHER ORCHESTRA EQUIPMENT
CO., 3235 SOUTHPORT AVE., CHICA-
GO, ILL.

«>c & «*e

RHEOSTATS

An important item of projection equip-
ment is the Rheostat. A rheostat may be
described as a resistor provided with means
for bearing resistance (opposition.) The
resistance may be varied by having a con-
tact lever or slider moved over a number
of stationary buttons or segments between
which sections of the resistor are connected,
by compressing a number of carbon or
graphite discs or parts, by using a number
of levers or knife-switches for cutting in
and out resistance. Rheostats differ from
resistors in having larger current-carrying
capacities. A leading manufacturer of this
equipment is:

KLIEGL BROTHERS, 321 W. 50TH ST.,
NEW YORK, N. Y.

Hoffmann & Soons, 522 First Avenue,
New York, N. Y.

£ £ £

SAFES, BOX OFFICE

This is a safe anchored inside the box
office into which the cashier may drop silver
coins and bills as received from patrons
beyond what is needed for purposes of
making change. This type of safe has been
developed as a result of the many “stick-
ups” of theatre box offices in which the
hold-up has obtained receipts running into
several thousand dollars. It is widely used
in several other trades, the idea, in brief,
being that with this type of safe in the
box office a theatre stands to lose only the
amount which it is keeping exposed for
making change — usually between fifty and
one hundred dollars.

Box office safes are made of steel and
provided with a slot into which surplus
receipts are placed as received. The safe is
securely fastened to a long steel post which
in turn is anchored in the floor in concrete.
Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^5

SCREENS

There are three types of screens for
motion picture projection, metallic sur-
faced, white surfaced and beaded surfaced.

The metallic surfaced screens are built
in various finishes, from a smooth surface
to a heavy pebbled surface. The smooth
surfaced screen is used in long narrow
houses, the heavy pebbled surfaces are
used in wide houses. Metallic surface, as a

rule are built to fit the requirements of
each house.

Flat white screens in most cases are
used with high intensity projections where
there is an abundance of light. Screen sur-
faces are made to meet the requirements
of mazda, reflecting arc, regular arc and
high intensity projection. Prices of screens
range from $1 to $2 per square foot.

Among the leading manufacturers of
screens are:

DA-LITE SCREEN COMPANY, 922 W.

MONROE ST., CHICAGO, ILL.

MINUSA CINE SCREEN COMPANY, 2665

MORGAN ST., ST. LOUIS, MO.

American Silversheet Co., 915 Wash St.,

St. Louis, Mo.

Raven Screen Corp., 1476 Broadway, New

York, N. Y.

& &

SCREEN PAINT

Refer to “Paint, Screen” on a preceding
page.

& £ &

SEATS, THEATRE

Refer to “Chairs, Theatre” on a preced-
ing page.

£ & &

SEAT COVERS

Refer to “Chair Covers” on a preceding
page.

&

SEAT INDICATORS,
VACANT

Refer to “Vacant Seat Indicators.”

£ & ^

SHUTTERS, METAL FIRE

The Port Shutter is made entirely of
metal with a metal sliding shutter sus-
pended on a cord in which is connected a
fusible link. In case of fire, the fusible
link melts and the fire shutter automatic-
ally drops over the port hole in the booth.
They are made to fit standard openings,
such as projection port holes, stereopticon
port holes and spotlight port holes. Prices
range from $9 to $25.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

& J* &

SIGNALS, REEL END

Refer to “Reel End Signals.”

£ & <5*

SIGNS— ELECTRIC

Motion picture theatres are leaders in
the use of Electrical advertising, the usual
electric signs at some of the metropolitan
houses being the most elaborate of their
kind to be found anywhere. Among the
smaller theatres also, electric signs are

The “Better Theatres Infor-
mation and Catalogue Bureau”
which is a regular feature of
each issue of “Better Theatres”
is reproduced in this Box Office
Record and Equipment Index
on page 66.

widely employed. The present tendency
seerns to include the flashing effect of the
letters spelling out the name of the house.
Electric signs may be obtained in many de-
sired sizes and designs. In fact, a good
design is one of the outstanding require-
ments of an effective sign and in this con-
nection, a number of manufacturers of
theatre signs have created special depart-
ments for the design of signs especially
suited to theatre purposes. Since the sign
must necessarily be made with considera-
tion for the size of the theatre facade and
facilities for anchoring it, the matter is
usually given individual consideration, and
sketches prepared for the specific building
to which the sign is to be fastened.

Among the leading manufacturers of
theatre signs are :

MILNE ELECTRIC COMPANY, 189 FIFTH

ST., MILWAUKEE, WIS.

Flexlume Corp., 1100 Military Road,

Buffalo, N. Y.

& jx £

SIGNS, ILLUMINATED

Signs may be considered in two general
groups — those that are illuminated and
those which are etched on metal or wood
without illumination. The illuminated
signs, which are highly artistic in finish
and construction, are made to read either
from one side or both. The lettering in
the signs is chipped into the glass and sil-
vered, making it easy to read in daylight.
The letters glow in a soft greenish color.
Illumination is accomplished with 25 watt
show case clamps. Signs are fitted with
lamps, cord and plug ready for attaching
to light socket.

Features described above are to be found
in similar signs such as signs pointing
ladies’ rest room, aisles, requests for sil-
ence, smoking room and the like.

Leading manufacturers of this equip-
ment are:

KLIEGL BROTHERS, 321 W. 50TH ST.,

NEW YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

&

SIGN FLASHERS

Refer to “Flashers, Sign,” on a preced-
ing page.

Jit

SIGNS, ILLUMINATED
ATTRACTION BOARD

These are metal constructed signs, illu-
minated from the interior. They are so de-
signed, it is possible to change the letter-
ing at will, making it possible to announce
the attractions as they are changed in the
theatre. Letters are constructed from steel,
with an opal glass. They can be purchased
in standard size, or built to order. Usually
used around canopies or in a double-faced
sign extended over the sidewalke. Prices
range from $285 up.

A leading manufacturer of this equip-
ment is :

MILNE ELECTRIC SIGN CO., 189 5TH

ST., MILWAUKEE, WIS.

& £ &

SLIDES

Slides are divided into four different
classes : Song slides, advertising slides, an-
nouncement slides and special advertising

October 22, 1927

EXHIBITORS HERALD

61

slides. Song slides have come into vogue
within the last few years. There are two
types of these : The comedy type and the
sentimental type. They are sold or rented
in complete sets to be run in conjunction
with organ solos. Advertising slides:
These are of the stock advertising type in
which may be inserted the name of the
advertiser. There is a large selection for
every line of business artistically drawn
up and cleverly worded. Announcement
slides : A standard stock selection makes it
possible for the theatreman to buy already
made any announcement that he desires to
make. They can be secured in very artistic
designs. Special Advertising Slides: Are
those made from copy furnished by the
advertiser from photographs, drawing, or
any other material the advertiser may
have. In every case they are made up
specially. Prices range from 10c to $1.50.

Leading manufacturers of slides are :

J. F. RANSLEY, 54 W. RANDOLPH ST.,

CHICAGO.

QUALITY SLIDE CO., 6 EAST LAKE ST.,

CHICAGO, ILL.

& <£*

SOUND-PROOFING

With a growing tendency on the part of
theatre owners to incorporate into the thea-
tre building additional recreational features
such as bowling alleys and ballrooms, the
matter of sound-proofing has become a sub-
ject of wide interest.

In a great many instances it has been
shown that modern methods of sound-
proofing make it possible to place a ball-
room or bowling alley room either directly
above or directly under a theatre audi-
tiorum, with positive assurance that noise
will not reach the auditorium and interfere
with the audience enjoying the program.

Proper sound-proofing in such instances
is an individual problem, due to the differ-
ence in building constructions, methods of
ventilating, etc. The accomplishment is a
matter of using proper design and mate-
rials based on years of successful installa-
tions. The system is based on proper break-
ing of solid contacts combined with proper
absorbing mediums.

With this system it is possible to place
refrigerating apparatus, pumps, ventilating
fans and motors, converter sets, etc., in any
part of a building without fear of disturb-
ance.

In case a theatre auditorium is to be
located in a large office building, the system
can be used to prevent sound of pipe
organs from penetrating to office spaces.

A leading manufacturer of this equip-
ment is :

Stevens Sound Proofing Co., 407 So.
Dearborn St., Chicago.

3 S S

SPEED INDICATORS

Speed Indicator — an electrical device
with meters which can be located in the
booth, on the orchestra director’s table and
in the manager’s office. The meters or
speedometers are attached to the picture
machines and indicate at what rate of
speed the film is being run through the
picture machine. In modern theatres where
the performances are run on a schedule
with everything sychronized, speed indica-

Years of—

PIONEERING

tpOR each type of audi-
A torium and light source
there is a special type of Da-
Lite Screen backed by our
unconditional guarantee of
satisfaction.

SINCE the initial demand for motion pic-
ture screen, Da-Lite has been a full step
in the lead.

Many of the most important advances —
even to the perfection of screen frames —
have been Da-Lite in origin.

The introduction of Tear-Proof Fabric ten
years ago made the screen practically a per-
manent unit of theatre equipment.

The majority of screen manufacturers to-
day, advertise heavy fabric screen but the
original Tear-Proof is an exclusive Da-Lite
feature.

And through these eighteen years of
pioneering, Da-Lite still leads with the only
genuine Tear-Proof Fabric Screen — seamless
in any size.

DA-LITE SCREEN CO.
CHICAGO

Your Best Investment

is a

Minusa Screen/

The Screen that gives you clear, distinct pictures
with greater depth and definition. This in turn
means immediate increased patronage.

Minusa De Luxe Special represents the ultimate
in screens, guaranteed to give you more and
better reproduction than any other screen made
at any price.

Minusa Cine Screen Company

Bomont at Morgan Saint Louis

THE BEST

'MINUSA*

De Luxe Special

SINCE 1914

62

EQUIPMENT INDEX SECTION OF October 22, 1927

tors are a necessity. Prices range from
$55 a unit up. Generators extra.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^

SPLICING BLOCK

A device used in theatres and exchanges
for splicing motion picture films. Splicing
blocks sell for about $14.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

SPOTLIGHTS

Refer to “Lights, Spot” on a preceding
page.

The “Better Theatres Infor-
mation and Catalogue Bureau”
which is a regular feature of
each issue of “Better Theatres”
is reproduced in this Box Office
Record and Equipment Index
on page 66.

STAGE LIGHTING
EQUIPMENT

Under the heading of Stage Lighting
Equipment, comes strip lights, proscenium
strips, footlights, border lights, floodlights,

Bowling Alleys Earn Money

Theatre Owners and Architects send for our
booklet “ Silence Is Golden.” No obligation.

Bowling alleys in a theatre building are an
important revenue producing adjunct. You
can have bowling alleys in your theatre with-
out any disturbing noises from them reaching
the patrons in your auditorium. This is made
possible by the Stevens System of sound iso-
lation.

Bowling alleys shown here are installed above
a theatre auditorium in Chicago. They bring
added profit to the owner.

Write for our informative booklet
containing valuable facts.

STEVENS SOUND-PROOFING
COMPANY

407 So. Dearborn St., Chicago, 111.

Representatives in all large cities

| /TATE 5 6 98

DUALITY

FfUDECD (

| c flides of all k inds §

I6EAJT LAKE IT. I

E CM I d/=\ (3-0. =

1 Orqamsb send for 1
our SLIDE 0 ORAM. |

^lillllllllllllllllllllllllllllllllllllllimilllllllllllllllR:

EVERYTHING FOR
THE STAGE

ESTABLISHED 1902

Send for Catalogue

stage effects. There are so many details in
connection with stage lighting that we sug-
gest getting in touch with the manufac-
turers of such equipment for specific in-
formation.

Leading manufacturers of this equip-
ment are :

BELSON MFG. COMPANY, 800 SIBLEY
ST., CHICAGO, ILL.

KLIEGL BROTHERS, 321 W. 50TH ST.,
NEW YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

Frank Adam Electric Co., 3650 Windsor
Ave., St. Louis, Mo.

Brenkert Light Projection Co., 7348 St.
Aubin Ave., Detroit.

Wm. Wurdacic Electric Mfg. Co., 21 S.
11th St., St. Louis, Mo.

Belson Mfg. Company, 800 Sibley St.,
Chicago, III.

^ ^

STAGE RIGGING

Refer to “Hardware, Stage” on a pre-
ceding page.

& <£* *5*

STEREOPTICONS

Stereopticons are used for the projection
of lantern slides and effects, illumination
being supplied by incandescent or arc lamps.
They are made in single units and also for
double and triple dissolving. Many un-
usual effects are possible with the modern
stereopticon as developed for theatre use.

Leading manufacturers of this equipment
are :

KLIEGL BROTHERS, 321 W. 50TH ST.,

NEW YORK CITY.

Best Devices Co., Film Bldg., Cleveland,

Ohio.

SWEEPING COMPOUND

There are a number of these on the mar-
ket, many of which are very efficient. They
are made from a composition impregnated
with oil so that in sweeping the theatre
very little dust is raised. These compounds
also have in them disinfecting material
which disinfects the floor as it is swept.

They come in 75-lb. drums, 100-lb., 200-
lb. and 300-lb. barrels. Prices range at
about $2.50 per 100 lbs.

Request further information through “Bet-
ter Theatres” Information and Catalog

Bureau.

SWITCHBOARDS

Control of lighting through the use of
switchboards makes possible the wonder-
ful lighting effects achieved in motion pic-
ture theatres today. Switchboards for this
work are built in many capacities. Scenes
for unusual lighting effects may be pre-
selected by such a board and the theatre
flooded with the appropriate lighting
scheme at a proper cue, by the simple
method of throwing a switch. Lighting
control systems are being adopted by the-

October 22, 1927

EXHIBITORS HERALD

63

atres of lesser size that heretofore have
considered such installations as being only
for the larger metropolitan houses.

Manufacturers of this type of equipment
are glad to furnish engineering service and
consult with exhibitors and architects on
various phases of these lighting control
units.

Leading manufacturers of this equipment
are :

CUTLER-HAMMER MFG. CO., 12TH & ST.
PAUL, MILWAUKEE, WIS.

KLIEGL BROTHERS, 321 W. 50TH ST.,
NEW YORK, N. Y.

MAJOR EQUIPMENT CO., 4603 FULLER-
TON AVE., CHICAGO, ILL.

Frank Adam Electric Co., 3650 Windsor
Avev St. Louis, Mo.

Wm. Wurdack Electric Mfg. Co., 21 S.
11th St., St. Louis, Mo.

^8 ^

TERMINALS

This is a metal device for fitting on to
the end of asbestos wire used on arc lamps
and spotlights. There are various types of
terminals made for both copper and brass.
They are also made in various sizes to
withstand the amperages at which they are
used. Prices range from 10c to '50c.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

<£8 «S8 <^8

TICKETS

Theatre tickets are available and used
in many forms such as roll tickets, folded
tickets, reserved seat tickets, admission
tickets, and ticket coupon books. Admission
tickets of the more usual denominations
are carried in stock. Tickets are sold in
lots of thousands, the price decreasing with
additional thousands ordered.

Tickets are made for use with ticket
issuing machines and may be obtained con-
secutively numbered. This enables accurate
check of tickets sold for each day. Stock
tickets may be obtained for 50c a roll.
Special printed tickets range in price from
$7 for 10,000 to $160 for a million.

Leading printers of theatre tickets
are :

ARCUS TICKET CO.. 348 NO. ASHLAND
AVE., CHICAGO.

<£8 &

TICKET BOOTHS

Refer to “Booths, Ticket” on preced-
ing page.

«S8 & &

TICKET CHOPPERS

A machine for mutilating tickets which
are dropped in box as patron enters thea-
tre. The ticket chopper safeguards the re-
sale of tickets. Mutilation of the ticket con-
sists of perforations made on the ticket,
which, however, is done in a manner that
does not prevent accurately checking re-
sults. Ticket choppers are made in ma-
hogany or verde antique and are of steel

The Sign and Marquee That
Draws the Crowds

The new Columbia Theatre, Paducah,
Ky., has installed a Milne Attention-
Compelling Electric. Sign. From its
point of vantage on the front of The
Columbia, this Milne sign is giving its
sales talk for blocks around — silently
but effectively.

Milne Signs are built for showmen by
men who know showmanship.

MILNE

SIGNS

Changeable Letter Marquise or Canopies

Send us the name of your theatre and
let us submit a colored sketch to you—
no obligation on your part .

MILNE ELECTRIC SIGN
COMPANY

189 5th St. MILWAUKEE

The Columbia

Paducah, Ky.

MILNE-EQUIPPED

Great
profits re-
s u 1 t from
watching small
leaks. Vacant
seats are drain-
ing your dollars
— an Acme can
fill them when
the crowd
comes.

ACME ELECTRIC
CONSTRUCTION CO

407 S. Dearborn St.
Chicago

USHER SIGNAL
5 Y S T E M

UlMi ^

64

EQUIPMENT INDEX SECTION OF

construction. Prices range from $75 to
$250.

Request further information through “Bet-
ter Theatres” Information and Catalog
Bureau.

^ J* Jt

TICKET HOLDERS

There are various forms and types of
these made for both the single and coupon
ticket rolls and are generally constructed
so that the roll of tickets is automatically
held under tension, which prevents the roll
of tickets from unwinding. The prices
range from $0.50 to $1.50.

E. E. FULTON CO., 3208 CARROLL AVE.,
CHICAGO, IL.

TICKET MACHINES

Refer to “Machines, Ticket.”

& ^ &

TOOL KITS

Tool kits, or outfits, are made complete
with a set of tools for use on the picture
machine. They usually contain “V” Block,
Split Screw Driver, Driver Pins, Taper
Pin Reamer, Taper Pin Remover and
Sprocket Puller. Price is $5.

A leading manufacturer of this equip-
ment is :

E. E. FULTON CO., 3208 CARROLL AVE.,
CHICAGO, ILL.

& &

TRANSFORMERS

Refer to “Motor Generators.”

The “Better Theatres Infor-
mation and Catalogue Bureau”
which is a regular feature of
each issue of “Better Theatres”
is reproduced in this Box Office
Record and Equipment Index
on page 66.

UNIFORMS

Theatre prestige emphasized through the
training of ushers, doormen and other at-
tendants, is greatly enhanced by costumes
worn by such employees.

Uniforms for Summer wear should be
of a lightweight material to provide com-
fort and in addition, to create an atmos-
phere of coolness. Uniforms for the Win-
ter months should be of a heavier material
of a dark color.

Many theatres at present are making it
a practice of equipping ushers, etc., in a
style that harmonizes with the architecture
of the house. For example, a theatre done
in a Spanish style very frequently adopts a
Spanish type of uniform for house em-
ployees.

Uniforms should be made to individual
measurements to assure perfect fit and
neatness at all times. Special catalogues
are available containing appropriate sug-
gestions for theatre attendants’ uniforms.

A leading maker of theatre uniforms is :
Maier-Lavaty Co., 2141 Lincoln Ave.,

Chicago.

October 22, 1927

USHERS SIGNAL SYSTEM

The usher signal system provides a send-
ing station at each aisle, equipped with
numeral push buttons that give any total
of seats that aisle might have. The usher
registers on this station the number of
vacant seats available, which information
is transmitted to the floor or head usher,
depending on the size of the theatre. In
the larger houses the floor usher relays the
information to the head usher. The head
usher sends total of all aisles and floors to
the doorman who directs the people to the
different sections of the house where the
vacant seats are waiting. This operation
goes on continuously and rapidly takes care
of waiting crowds. The various stations
can be furnished in any finish to harmonize
with surrounding fixtures, at no additional
cost.

A leading manufacturer of vacant seat
indicating systems is:

THE ACME ELECTRIC CONSTRUCTION

COMPANY, 407 S. DEARBORN ST.,

CHICAGO, ILL.

VENDING MACHINES

Refer to “Machines, Pop Corn” on a
preceding page.

& <£8

VENTILATORS

Proper distribution of air in the theatre
is an important feature of correct ventila-
tion. One of the methods of achieving this

Send for Complete Bulletins and Estimates Free, Major Equipment Company, 4603 Fullerton Ave. Chicago

October 22, 1927

EXHIBITORS HERALD

65

A great many of the products
listed in Equipment Index are
distributed and serviced by the
National Theatre Supply Com-
pany at its various branches
throughout the country. Since
Equipment Index lists only
manufacturers, however, it does
not list the name of the National
Theatre Supply Company, who
are not manufacturers, though
this organiaztion represents vir-
tually all of the products de-
scribed.

is through the use of ventilators located in
the auditorium floor. Air brought into the
theatre is distributed in this manner to all
parts of the house. Ventilators of this type
which are generally known as mushroom
ventilators, may be adjusted to permit the
desired amount of air entering the audito-
rium. It is claimed that diffusers of this
type enable an evenly distributed amount
of air to reach all portions of the building.

& & &

VENTILATING SYSTEMS

Refer to “Cooling, Ventilating Systems”
on a preceding page.

£ & &

WASTE CANS

These generally have self closing covers,
some of them being operated by foot levers.
Some are finished in high-grade enamel to
harmonize with the rest of the booth equip-
ment, while others are made of galvanized
iron. Some types are also watertight, so
they will hold water to extinguish carbon
butts or the immersion of film fragments
in water for safety. The prices range from
$5.00 to $7.50.

A leading manufacturer of this equip-
ment is :

E. E. FULTON CO., 3208 CARROLL AVE.,
CHICAGO, ILL.

^

WHEELS, COLOR

Refer to “Color Wheels” on a preceding
page.

ARGUS ) As Premiums
COUP0M and Prizes

'BOOKS ) A Big Idea

We offer a wonderful new plan for selling hundreds or thousands
of $2.50, $5.00, $7.50 or $10.00 Coupon Books to merchants,
laundries, ice cream factories, soda water bottlers, milk companies,
bakeries, to be offered as premiums; and to manufacturers, jobbers,
and other large employees of labor, to be used as prizes.

Send for Our New Booklet
“Boosting Business With
Arcus Coupon Books”

It will show how you can make sure of crowded houses every day
— and get your money in advance, in relatively large amounts.

Christmas Gift Coupon Books

Y ou can sell tremendous quantities of these books to parents, as gifts
to their children; or to employees as gifts to their help. Flash a pic-
ture of the book on your screen
every show for 3 weeks before
Christmas, asking the public to
call at the Box Office, after the
show.

Ask us to send you free samples.

We can take care of ALL your
ticket needs in a way that will
add you to our great big family
of ‘Arcus Boosters.’’

FOLDED MACHINE TICKETS, for any kind of machine.
ROLL TICKETS — Single, double or multiple.

RESERVED SEAT TICKETS — numbered to diagram.
Passes, Press Tickets,

Door Checks — every kind of ticket.

Box Office Supplies

Roll Holders Ticket Racks.

Ticket Boxes — wood or metal.

For 100% Satisfaction “Tie to Arcus.’’

Arcus Ticket Company

356 N. Ashland Ave. Chicago, 111.

Service

On this and the foregoing pages has been presented information of inestimable value to the theatre owner
and to those branches of the motion picture industry which serve him.

If, in reading the foregoing, you have failed to find the facts desired the “Better Theatres” section of Exhib-
itors Herald will gladly supply the necessary data as a part of its service to the exhibitor.

On page 67, you will find published a coupon on which may be entered the key numbers of equipment de-
sired. Mail this coupon, filled in properly, to BETTER THEATRES, 407 South Dearborn street, Chicago.

Immediately this coupon is received detailed information regarding reliable product will be forwarded.
This is a test of HERALD SERVICE.

66

EQUIPMENT INDEX SECTION OF October 22, 1927

Better Theatres Information
and Catalog Bureau

Many of the products listed below are advertised by reliable companies in this issue of “Equipment Index ’

Free Service to Readers
of “Equipment Index”

tfJT “Equipment Index” offers on these pages an indi-
vidual service to its readers through this Exhibitors
Information and Catalog Bureau. Detailed informa-
tion and catalogs concerning any product listed on
these pages will be sent to any theatre owner, man-
ager, architect or projectionist.

JTTFill in the coupon on the next page and mail it to
the “Better Theatres” division, Exhibitors Herald,
407 S. Dearborn street, Chicago.
tfTTMany of the products listed by this Bureau are
^ advertised in this issue of “Better Theatres.” See
Advertisers Index.

[We are glad to serve you. Do not hesitate to ask
us for any information on equipment or problems
pertaining to the efficient operation of your theatre.

A

1 Accounting systems.

2 Accoustical installations.

3 Adapters, carbon.

4 Adding, calculating ma-

chines.

5 Admission signs.

6 Addressing machines.

7 Advertising novelties,

materials.

8 Advertising projectors.

9 Air conditioning equip-

ment.

10 Air dome tents.

11 Aisle lights.

12 Aisle rope.

13 Alarm signals.

14 Arc lamps, reflecting.

15 Architectural service.

16 Arc regulators.

17 Artificial plants, flowers.

18 Art titles.

19 Automatic curtain con-

trol.

20 Automatic projection

cutouts.

21 Automatic sprinklers.

B

22 Balloons, advertising.

23 Banners.

24 Baskets, decorative.

25 Bell-buzzer signal sys-
tems.

26 Blocks, pulleys, stage-

rigging.

27 Blowers, hand.

28 Booking agencies for mu-

sicians.

29 Booking agencies (state

kind) .

30 Boilers.

31 Bolts, Chair anchor.

32 Booths, projection.

33 Booths, ticket.

34 Box, loge chairs.

35 Brass grills.

36 Brass rails.

37 Brokers-Theatre promo-

tion.

38 Bulletin boards, change-

able.

c

39 Cable.

40 Cabinets.

41 Calcium lights.

42 Cameras.

43 Canopies for fronts.

44 Carbons.

45 Carbon sharpeners.

46 Carbon wrenches.

47 Carpets.

48 Carpet cushion.

49 Carpet cleaning com-

pound.

50 Carpet covering.

51 Cases, film shipping.

52 Cement, film.

53 Chair covers.

54 Chairs, wicker.

55 Chairs, theatre.

56 Change makers.

57 Changer overs.

58 Color hoods.

59 Color wheels.

60 Condensers.

D

61 Date strips.

62 Decorations (state kind).

63 Decorators, theatre.

64 Dimmers.

65 Disinfectants — perfumed.

66 Doors, fireproof.

67 Draperies.

68 Drinking fountains.

69 Duplicating machines.

E

70 Electric circuit testing

instruments.

71 Electric fans.

72 Electrical flowers.

73 Electric power generat-

ing plants.

74 Electric signs.

75 Electric signal and con-

trol systems.

76 Emergency lighting

plants.

77 Exit light signs.

F

78 Film cleaners.

79 Film splicing machine.

80 Film tools (state kind).

81 Film waxing machine.

82 Fire alarms.

83 Fire escapes.

84 Fire extinguishers.

85 Fire hose.

86 Fire hose reels, carts.

87 Fire proof curtains.

88 Fire proof doors.

89 Fire proofing materials.

90 Fixtures, lighting.

91 Flashlights.

92 Flashers, Electric sign.

93 Flood lighting.

94 Floorlights.

95 Floor covering.

96 Floor runners.

97 Flowers, artificial.

98 Footlights.

99 Fountains, decorative.

100 Fountains, drinking.

101 Frames-poster, lobby dis-

play.

102 Fronts, metal theatre.

103 Furnaces, coal burning.

104 Furnaces, oil burning.

105 Furniture, theatre.

106 Fuses.

G

107 Generators.

108 Grilles, brass.

109 Gummed labels.

110 Gypsum products.

H

111 Hardware, stage.

112 Heating system, coal.

113 Heating system, oil.

I

114 Ink, pencils for slides.

115 Insurance, Fire.

116 Insurance, Rain.

117 Interior decorating serv-

ice.

118 Interior illuminated

signs.

J

119 Janitors’ supplies.

L

120 Labels, film caution.

121 Lamps, decorative.

122 Lamp dip coloring.

123 Lamps, general lighting.

124 Lamps, incandescent pro-

jection.

125 Lamps, high intensity.

126 Lamps, reflecting arc.

127 Lavatory equipment, fur-

nishings.

128 Lavatory fixtures.

129 Ledgers, theatre.

130 Lenses.

131 Lights, exit.

132 Lights, spot.

133 Lighting fixtures.

134 Lighting installations.

135 Lighting systems, com-

plete.

136 Linoleum.

137 Liquid soap.

138 Liquid soap containers.

139 Lithographers.

140 Lobby display frames.

141 Lobby gazing balls.

142 Lobby furniture.

143 Lobby decorations.

144 Lubricants (state kind).

145 Luminous numbers.

146 Luminous signs, interior,

exterior.

M

147 Machines, ticket.

148 Machines, pop corn.

149 Machines, sanitary vend-

ing.

150 Make up, boxes, theatri-

cal.

151 Marble.

152 Marquise.

153 Mats, leather.

154 Mats and runners.

155 Mazda projection adapt-

ers.

156 Metal lath.

157 Metal polish.

158 Mirror, shades.

159 Motor generators.

160 Motion picture cable.

161 Musical instruments

(state kind).

162 Music publishers.

163 Music rolls.

164 Music stands.

N

165 Napkins.

166 Novelties, advertising.

167 Nursery furnishings and

equipment.

October 22, 1927

EXHIBITORS HERALD

67

Exhibitors Information and Catalog Bureau

o

168 Oil burners.

169 Orchestral pieces.

170 Orchestra pit fittings,

furnishings.

171 Organs.

172 Organ novelty slides.

173 Organ lifts.

174 Organ chamber heaters.

175 Ornamental fountains.

176 Ornamental metal work.

177 Ornamental metal thea-

tre fronts.

P

178 Paint, screen.

179 Paper drinking cups.

180 Paper towels.

181 Perfumers.

182 Photo frames.

183 Pianos.

184 Picture sets.

185 Player pianos.

186 Plastic fixtures and dec-

orations.

187 Plumbing fixtures.

188 Positive film.

189 Posters.

190 Poster frames.

191 Poster lights.

192 Poster paste.

193 Portable projectors.

194 Pottery, decorative.

195 Power generating plants.

196 Printing, theatre.

197 Programs.

198 Program covers.

190 Program signs, illumi-
nated.

200 Projection lamps.

201 Projection machines.

202 Projection machine

parts.

203 Projection room equip-

ment.

R

204 Radiators.

205 Radiator covers.

206 Rails, brass.

207 Rails, rope.

208 Rain insurance.

209 Rectifiers.

2 1 0 Reconstruction service.

211 Redecorating service.

212 Reflectors (state kind).

213 Refurnishing service.

214 Regulators, Mazda.

215 Reels.

216 Reel end signals.

217 Reel packing, carrying

cases.

218 Resonant orchestra plat-

form.

219 Reseating service.

220 Rewinding film.

221 Rheostats.

222 Rigging, stage.

223 Roofing materials.

s

224 Safes, film.

225 Scenery, stage.

226 Scenic artists’ service.

227 Screens.

228 Screen paint.

229 Seat covers.

230 Seat indicators, vacant.

231 Seats, theatres.

232 Signs (state kind).

233 Signs, parking.

234 Signals, reel end.

235 Sign flashers.

236 Sign-cloth.

237 Sign lettering service.

238 Sidewalk machines, com

poppers.

239 Slides.

240 Slide ink, pencils.

241 Slide lanterns.

242 Slide making outfits.

243 Slide mats.

244 Shutters, metal fire.

245 Soap containers, liquid.

246 Speed indicators.

247 Spotlights.

248 Stage doors-valances, etc.

249 Stage lighting equipment.

250 Stage lighting systems.

251 Stage rigging-blocks,

pulleys.

252 Stage scenery.

253 Stair treads.

254 Statuary.

255 Steel lockers.

256 Stereopticons.

257 Sweeping compounds.

258 Switchboards.

259 Switches, automatic.

T

260 Talley counters.

261 Tapestries.

262 Tax free music.

263 Telephones, inter-com-

municating.

264 Temperature regulation

system.

265 Terra Cotta.

266 Terminals.

267 Theatre accounting sys-

tems.

268 Theatre dimmers.

269 Theatre seats.

270 Tickets.

271 Ticket booths.

272 Ticket choppers.

273 Ticket holders.

274 Ticket racks.

275 Ticket selling machines.

276 Tile.

277 Tile stands.

278 Tool cases, operator’s.

279 Towels, paper.

280 Towels, cloth.

281 Trailers.

282 Transformers.

283 Tripods.

284 Turnstiles, registering.

285 Typewriters.

u

286 Uniforms.

V

287 Valances, for boxes.

288 Vases, stone.

289 Vacuum cleaners.

290 Ventilating fans.

291 Ventilating, cooling sys-

tem.

292 Ventilating systems,

complete.

293 Vending machines, soap,

towels, napkins, etc.

294 Vitrolite.

w

295 Wall burlap.

296 Wall leather.

297 Watchman’s clocks.

298 Water coolers.

299 Wheels, color.

USE THIS COUPON

'‘BETTER THEATRES” DIVISION

Exhibitors Herald

407 South Dearborn St., Chicago.

Gentlemen: I should like to receive reliable information on the items listed following:

(Refer to Items by Number)

Remarks :

Name Theatre City.

State. Seating Capacity

68

EQUIPMENT INDEX SECTION OF October 22, 1927

Advertised in the

EQUIPMENT INDEX SECTION

(If you desire something not listed here, Exhibitors Information and Catalog
Bureau on preceding pages will get it for you.)

ANCHOR EXPANSION BOLTS Page

The Paine Company 42

2951 Carroll Ave., Chicago, 111.

AISLE LIGHTS

Kausalite Mfg. Company 42

8129 Rhodes Ave., Chicago, 111.

CARBONS

Hugh Reisinger 44

11 Broadway, New York City.

DIMMERS

Cutler Hammer Mfg. Co. 40

12th and St. Paul, Milwaukee, Wis.

EQUIPMENT, SUPPLIES

E. E. Fulton Co 50

3208 Carroll Ave., Chicago, 111.

Monarch Theatre Supply Co. * 58

1223 S. Wabash Ave., Chicago, 111.

National Theatre Supply Co Insert

624 S. Michigan Ave., Chicago, 111.

FLOWERS AND PLANTS, ARTIFICIAL

G. Reising Co. 42

227 W. Austin Ave., Chicago, 111.

HEATING & VENTILATING

Supreme Heater & Ventilating Co. 49

1522 Olive St., St. Louis, Mo.

LAMPS, HIGH INTENSITY

Ashcraft Automatic Arc Co. 53

4214 Santa Monica Blvd., Los Angeles, Calif.

LAMPS, REFLECTING ARC

Perfection Arc Co., Inc 54

14th & North Ave., Milwaukee, Wis.

MARQUISE, CANOPIES

Architectural Metal Prod., Inc. 45

19 W. 8th St., Covington, Ky.

Edwards Mfg. Co 45

Cincinnati, Ohio.

MUSIC STANDS

Gallagher Orch. Equip. Co 56

3235 Southport Ave., Chicago, 111.

ORGANS

Marr & Colton Co. Inside Front Cover

Warsaw, N. Y.

Nelson-Wiggen Piano Co. 56

1731-1745 Belmont Ave., Chicago, 111.

Rudolph Wurlitzer Co. Title Page

Cincinnati, Ohio.

PROJECTORS

Enterprise Optical Mfg. Co. Back Cover

564 W. Randolph St., Chicago, 111.

International Projector Corp Insert

Simplex Division, 90 Goldj Street, N. Y. C.

SEATS

American Seating Co. 39

14 E. Jackson St., Chicago, 111.

SCREENS

Da-Lite Screen Company 61

922 W. Monroe St., Chicago, 111.

Minusa Cine Screen Co. 61

Morgan at Bomont, St. Louis, Mo.

SIGNS, ELECTRIC

Milne Elec. Co. 63

189 Fifth St., Milwaukee, Wis.

SLIDES

Quality Slide Co 62

6 E. Lake St., Chicago, 111.

J. F. Ransley 62

54 W. Randolph St., Chicago, 111.

SOUND PROOFING SYSTEMS

Stevens Soundproofing Co. _ 62

407 S. Dearborn St., Chicago, 111.

STAGE LIGHTING EQUIPMENT

Belson Mfg. Company 51

800 Sibley St., Chicago, 111.

Kliegl Brothers 54

321 W. 50th St., N. Y. C.

Major Equipment Co. 65

4603 Fullerton Ave., Chicago, 111.

STAGE SCENERY

Tiffin Scenic Studios. 62

Tiffin, Ohio.

THEATRE PRINTING. PROGRAMS

Exhibitors Prtg. Service 47

711 S. Dearborn St., Chicago, III.

TICKETS

Arcus Ticket Co 65

348 N. Ashland Ave., Chicago, 111.

USHER SIGNAL SYSTEMS

Acme Elec. Const. Co. 63

407 S. Dearborn St., Chicago, 111.

ORGAN HEATERS

Cramblet Engineering Corp 57

286 Milwaukee Ave., Milwaukee, Wis.

VENTILATING EQUIPMENT

Typhoon Fan Co 49

345 W. 39th St., New York City.

October 22, 1927

EXHIBITORS HERALD

69

Box Office Record

( Continued, from page 34)

est picture produced to date. (Lyric theatre,
Shenandoah, Pa.) 75%. A knockout feature at
$1.50 top. In a class with "Big Parade.” Com-
edy best ever. Sure feature. Get back of it if
you play it. Carry their own orchestra and
stage crew. (Washington theatre, Quincy, 111.)

WHEN A DOG LOVES, FBO, Ranger, Harold
Goodwin, Helen Foster, Dorothy Dunbar, Jack
Ryan, 5. — 100%. April 1. Two wet nights did
not stop the people from seeing Ranger. The
picture went over great. Everyone was well sat-
isfied that saw the picture. (Wa-Pa-Co theatre,
Watervliet, Mich.) 70%. March 24-25. A genu-
ine kid picture for everybody from 6 to 60. This
five reeler pleased greatly. Good clean entertain-
ment sold at let live prices. Good print and
service from F B.O. (Arvada theatre, Arvada,
Col.) 60%. May 28. Was much disappointed in
this one. I thought Ranger was a drawing card.
Played it on a Saturday with an Our Gang com-
edy to about one-half the business ordinarily re-
ceived on a Saturday. (Princess theatre, Bu-
chanan, Mich.) 40%. September 3. Our second
picture of this series, and don’t believe it is quite
as good as the first one. However, it went over
in fine shape to a good Saturday night house
and made a little money. (Cozy theatre, Lamont,
Okla.)

WHIRLWIND OF YOUTH, THE, Par, Lois
Moran, Vera Veronia, Donald Keith, Alyce Mills,
Larry Kent, Charles Lane, 6. — 29%. May 28.
If Lois Moran’s pictures were gratis we could
not make any money on them. This pleased very
few and drew fewer yet. A clean picture of some
more love on the merry-go-round of life. (Arvada
theatre, Arvada, Col) 70%. May 18-19. Made
from novel, "Soundings,” by Gibbs. The director
did a pretty good job. Cast well chosen. There’s
a lot of kissing on the part of the hero here
and there, but it will get by without criticism.
(S. T. theatre, Parker, S. Dak.) June 21-22.
Do not know if this was supposed to be taken
from the book or not. The book, if adhered to,
would be too complicated for a picture. This
picture is above the average and will give satis-
faction. (H. & S. theatre, Chandler, Okla.)

Good picture of the youthful jazz type, which
gets more serious as the story progresses. Love
scenes rather 6trong. (Royal theatre, Newark,
Ark.) Good comedy. Young people like it fine.
Good for any night. (Scenic theatre, Tyler,
Minn.)

WHISPERING SAGE, F, Buck Jones, Natalie
Joyce, Emile Chauturd, Carl Miller, Hazel Keener,
5. — Another good one from Buck. It pleased the
people that like the knock ’em down and drag
’em pictures. (K. P. theatre. Pittsfield, 111.)
This was good, better than a Western, but will
someone please hail on the board where this
weather gets out every week end ? Only had
about a third of a house Saturday night and
Buck bucked his be6t, too. Good comments.
(Community theatre, David City, Neb.) 60%.
May 23. Buck’s best to date and our patrons
were well pleased. (Arvada theatre, Arvada,
Col.) May 27. We advertised this picture very
much and were well rewarded to get a full house
of very muchly pleased patrons. A great picture
with Jones, his best of the season. (Palace thea-
tre, Naples, Tex.) 90%. June 12. Here is a
real picture. It takes this kind of a picture to
bring in the patrons. (Alamo theatre, Plainfield,
HI.) Good Western picture. (Royal theatre,
Frankfort, Kan.) 50%. August 6. A good West-
ern picture. (Silver theatre, Greenville, Mich.)
45%. Buck, as usual, pleased his followers in
this one. (Grand and Gem theatres, Cooper, Tex.)
A good Jones subject with a plot that is just a
little different from the usual Western. Pho-
tography and scenery are both unusually good.
(Capitol theatre, Delphis, O.) 50%. August 22.

A fair Jones picture, but he doesn’t seem to draw
like he used to. (Colonial theatre, Astoria, 111.)

WHITE FLANNELS, W, Louise Dresser, Jason
Robards, Virginia Brown Faire, Warner Rich-
mond, George Nichols, Brooks Benedict, Rose
Blossom, 7.-40%. March 26. I cannot say much
for this type of picture. The plot was logical, but
the treatment of story was off. College atmosphere
was absurd and totally artificial. This is our
fourth lemon from Warner. Only “Hogan’s Al-
ley’’ from last year’s group was good. I think
the trouble is with the directors. Of all their
pictures, the direction of "The Sea Beast” by
Millard Webb has been good, and that was very
good. When do we get something for our money,
Warner Brothers? (Rex theatre, Aurora, Minn.)
49%. May 21. A good picture. Seven reels. —
(Gem theatre, Greenriver, Utah.) A picture of
the coal mines. Well produced, wonderfully act-
ed, plot and interest exceptionally well main-
tained, and a picture that your patrons will

thoroughly enjoy. It is not a super-special nor
was it ever meant for one, but it will click.
(Legion theatre, Marshalltown, la.) June 11.
So far as I could find there had been but one
report turned in and that was scathingly adverse.
Of course I was afraid to play it. Now here is
my report: It is a beautiful picture. Louise
Dresser is wonderful and the mine scenes are
absolutely authentic. The audience sat absolutly
still. Even the children were moved during the
emotional scenes, and there were more favorable
comments from the people as they left the thea-
tre than I have heard for a long time. We all
know one’s audience likes to laugh but we also
know they like to shed an occasional tear, and
this is one picture where they can do both. (San
Juan theatre, Friday Harbor, Wash.) This quar-
tette of brothers had better pay more attention
to their program pictures and less stress on the
Vitaphone if they expect to sell next year. This
was simply awful. Knew, or heard, it was poor,
but if I knew it was so bad I would have paid
and shelved it. Warners have had few outside
of the dog pictures that click or satisfy. (Strand
theatre, Robinson, 111.) 40%. July 10. Flopped.

A story of a coal miner’s wife that wanted her
son to be a white flanneled college boy. Good act-
ing. (Arvada theatre, Arvada, Col.) 75%. April
22-23. I just read the "Herald” with a report
calling this picture terrible, but I feel different
about it. This picture I consider first class. It
has a good story and holds the interest. A bit
of good comment on this picture. (Strand thea-
tre, Oakland, Me.)

WHITE GOLD, Pathe-PDC, Jetta Goudal, Ken-
neth Thompson, George Bancroft, George Nichols,
Robert Perry, Clyde Cook, 7. — 60%. March 18.
Good. A usual picture with an unusual ending.
Jetta Goudal is becoming quite a favorite, and
with good reason. The ending will disappoint
some, but it is different and we need something
different to relieve the monotony. (Aecola’s Bon-
ham theatre. Prairie du Sac, Wis.) 25%. July 1.
This picture did not give satisfaction. (Silver
Family theatre, Greenville, Mich.) 60%. July
15-16. Here is as good a picture as I have shown
for some time, but it 6ure did end wrong. (Cozy
theatre, Duchesne, Utah.) 60%. May 5. Some-
thing a little different. A jealous father causes
his 6on and wife to separate. Well acted and
directed. Favorable comments. (Gem theatre,
Edmond. Okla.)

WHITE PANTS WILLIE, FN, Johnny Hines,
Leila Hyams, Henry Barrows, Ruth Dwyer, Wal-
ter Long, Margaret Seddon, George Kuwa, 6. —
Aug. 5-6. Plenty of laughs in this and the crowd
liked it. Last reel in technicolor and very well
done. (Cresco theatre, Cresco, la.) Judging
from its laughs this one took the best of any of
Hines’ recent pictures. Patrons said excellent.
(Blende theatre, Benton, Wis.)

WHY GIRLS GO BACK HOME, W, Patsy Ruth
Miller, Clyde Brook, Jane Winton, Myrna Loy,
George O’Hara, Joseph Dowling, Herbert Prior,
Virginia Ainsworth, Brooks Benedict, 7. — 40%.
March 23-24. A nice picture that pleased fairly
well. Played on a double bill as feature No. 2
and it was well received. Needs good support
with short feature. (Khattar’s theatre, Sydney,
N. S., Can.) 15%. June 8. A good entertain-
ing program picture. (Silver Family theatre,
Greenville, Mich.)

WOLF’S CLOTHING, W, Monte Blue, Patsy
Ruth Miller, John Miljan, Douglas Gerrard, Ar-
thur Millett, 7. — 88%. April 3. They laugh and
grow fat with this one. A fast moving, interest-
holding picture, full of laughs and not a few
thrills. The New Year’s eve effects are impres-
sive. Monte Blue is right there with the punch
all the time and Patsy Ruth Miller hits on all
eight. It’s dizzy in spots but it pleases. What
more could be fairer? (Aceola’s Bonham theatre,
Prairie du Sac, Wis.) A different picture. Regu-
lar run business. No comments. Can’t see where
Roxy’s patrons could recommend it for a second
week. All that wanted to see it in our town could
have had seats in one day, one 6how. (Palace thea-
tre, Fayetteville, Ark. June 21-22. A very enter-
taining program as it is something different.
(Sterling theatre, Fairmont, Neb.) 25%. Way be-
low the star’s average. Could of been made a won-
derful picture if Monte had not got hit by the
car. This ruined the plot. (Cozy theatre. Wag-
oner, Okla.) 70%. March 10-11. Pleased 100
per cent. Title does not indicate type of story.
(Scenic theatre, Rolfe, la.) Very good picture
with plenty of action and variety, including some
clever trick photography. As always, the dream
ending hurts the picture. (Scope theatre, We-
nona, 111.) 80%. Gave excellent satisfaction. The

climax sure handed 'em a wallop. (Lyric theatre.
Abilene, Kan.) 60%. A good Saturday night
show. Book it. It has comedy all through the
feature. (Petrolia theatre, Petrolia, Tex.) 65%.

February 17-18. Good mystery picture, above
average. Pleases, offers good entertainment, not
a strong picture. (Avalon theatre, Bellingham,
Wash.) February 8. Enough action in this one
for half a dozen films. It’s a small town pic-
ture and it’s good. My only fault to find was
the dream ending. (Arvada theatre, Arvada,
Col.) 40%. August 15. Not much. Too silly a
dream. (Colonial theatre, Astoria, 111.)

WOMEN LOVE DIAMONDS, M-G-M, Pauline
Starke, Owen Moore, 7. — 30%. March 14-15. Just
a fair picture. The title killed it, as it didn’t
mean anything. (Electric theatre, Caldwell, Kan.)
March 27. Good interesting picture. Splendid
cast of stars. Poor name. I predict a new star
in Constance Phillips, who stole the second reel
outright. Costuming and photography fine.
(Greenhalgh theatre, Ferron, Utah.) Very good.
Many favorable - comments. Fine direction and
very well done. Title doesn’t fit, or mean any-
thing, but the picture is there. (Princess thea-
tre, Crandon, Wis.) May 13-14. Another of
Metro’s cheap, thrown together ones, with
Pauline in a lot of good clothes and 6taring at
the camera for feet and yards same as she did
in “Love’s Blindness,” a supposed to be a bad
woman who turns very good. If you run it at all,
bill it for one day only in a two day town and
don’t run it on Sunday. (Pythian theatre. Belt,
Mont.) Very poor business on this. Miss Starke
is good but needs different stories to please in
small towns. (Royal theatre, Frankfort, Kan.)
70%. April 2. A fairly good picture. It plays
with morals pretty plainly, but doesn’t get rank,
and in the end leaves a clean impression. M-G-M
is hitting good with only a few exceptions with
us, and we have some of their best yet to show.
(Accola’s Bonham theatre. Prairie du Sac, Wis.)
39%. July 10. A very poor offering. Pleased
less than 10 per cent. (Grand theatre. Rainier,
Ore.) March 29. Did not see the picture, but
had many favorable comments on it. (Brown-
ville theatre, Brownville, Ala.) 15%. August 29-30.
A good program picture. Poor title, no drawing
card. (Princess theatre, Cilton, Wis.)

WRONG MR. RIGHT, THE, U, Jean Hcrsholt,
Enid Bennett, Dorothy Devore, Edgar Kennedy,
Walter Hiers, Robert Anderson, 6. — 34%. June
14. Light comedy, and pretty good, too. (Pas-
time theatre. Mason, Mich.) 50%. March 28-29.
Not as good as other Universal comedy dramas.
Call it just a fair entertainment. I don’t think
much of Jean Hersholt. My patrons think he
had better go home. (Electric theatre, Caldwell,
Kan.) This starts out good, but about the third
reel gets so slow the crowd just can’t be both-
ered with it. Played to a loss, of course. (Com-
munity theatre, David City, Neb.) 10%. August
26. A good farce comedy. (Silver Family thea-
tre, Greenville, Mich.)

Y

YANKEE CLIPPER, THE, Pathe-PDC, William
Boyd, Elinor Fair, Junior Coghlan, John Miljan,
Walter Long, George Ovey, Clarence Burton, 8. —
80%. April 24-25. Not another “Volga Boat-
man,” as some of our patrons thought, but a
good picture of the sea. Good story and inter-
esting. We bought the story books for the kids
to read, had two matinees, and it was well ad-
vertised. Kids talk a lot about it and the old
folks came, too, and liked it. Rupert Julian is
a fine director. (Ulman’s Opera House, Salisbury,
Md.) 50%. May 24. This was sold as a spe-
cial and it did click a little better than program,
but not in comparison with the cost. However,
the picture itself is very good. (Princess theatre,
Buchanan, Mich.) 22%. This is the only pic-
ture I have reported on for some little time. If
you have not bought it do not do so. If you have
bought it refuse to run it. The picture has less
drawing power for me than any picture I have
run in five years. Sold as a special at $60 and
grossed only $47.15 in three days including Sun-
day. Seems like a fair program picture but the
public didn’t come for it so what the good does
"seems" do. (Strand theatre. Laurel, Mont.)
June 9-10-11. Possibly the best sea picture in
10 years. Starts slow and plenty of hokum, but
it’s good for any theatre. At times Mr. Coghlan
overshadows the stars, but nobody minds a little
thing like that. (Palace theatre, Ashland, O.)
90%. July 9-10. A good picture. One of the
best sea pictures we have had. (Rose theatre,
Sumas, Wash.) 50%. July 24-25. One of the
most entertaining pictures we ever played. 100
per cent satisfaction. (Silver Family theatre,
Greenville, Mich.) 40%. July 4-5. Good picture
of the kind not many of my patrons care for.
The old historical pictures failed to get much
business. Paid too much for it. (Cozy theatre,
Wagoner, Okla.) 50%. August 29-31. A won-
derful sea story, with an excellent cast, who
work perfectly. The picture is slow in 6pots,
but picks up near the end and finishes strong.

70

BOX OFFICE RECORD SECTION OF October 22, 1927

It is a shame that this picture was not more
highly advertised, as very few in this community
had ever heard of it, consequently the box of-
fice didn't show any record-breaking figures. But
the picture is there and will make them talk
and send their friends. (Princess theatre, Lin-
coln, Kan.)

YOU NEVER KNOW WOMEN, Par, Florence
Vidor, 6. — 28%. May 18. A very popular pro-
gram picture, holds interest all the way and re-
ceived many favorable comments. I believe that
the title kept many away. I know you will be
pleased with it as regular program picture.
(Legion theatre, Holyrood, Kan.) 70%. April 23.
We were agreeably surprised with Miss Vidor in
this picture. In fact, many of our patrons told
us that it was the best show seen here for many
moons, although we had expected only an ordi-
nary program picture. A great deal of credit
should go to the splendid support given Miss
Vidor, for it was above the average, I think.

(Amuzu theatre. Gate City, Va.) 85%. May 7.
Entirely away from the usual ran. A dandy good
clean picture. Will more than please the whole
family. Drew good Saturday business. (Strand
theatre, Paoli, Ind.) Our patrons were well
pleased with Florence Vidor in this picture. Great-
ly so we would say. (Crystal theatre. Tomb-
stone, Ariz.) 50%. February 2-3. A very good
attraction that pleased better than “Variety.”
Did very poor business, however. Paper not so
good. (Postville theatre, Postville, la.)

YOU’D BE SURPRISED, Par, Raymond Grif-
fith, 6. — 80%. June 4. One of the biggest dis-
appointments that we have had this year. There
is not enough to this to make a good two reel
comedy. Griffith has always done good with us
but this picture has hurt him as there were many
unfavorable comments on this one. (Legion
theatre, Holyrood, Kan.) June 7-8. Personally
thought the hokum in this was very good. How-
ever, no one came to see it. Consequently a

total loss with no insurance. (Trags theatre,
Neillsville, Wis.) 20%. June 17. I’ve exhibited
pictures in this town for better than 15 years
and this is the poorest thing I've ever flashed on
my screen. Nothing but bait for a mouse trap.
You get me, don’t you? You guessed it the first
time — cheese! Seventy-five per cent of the audi-
ence walked out. (Strand theatre, Paoli, Ind.)
20%. February 11-12. Worse than I thought any
picture could be. I can’t understand how a film
company has the nerve to sell a picture like this
one and “The Cat’s Pajamas.” (Postville theatre.
Postville, la.) 17%. March 23. We were sur-
prised when no one came the second night. Just
a waste of film. (Grand theatre, Rainier, Ore.)
18%. March 24. Very poor attendance on this
show, but the crowd was pleased. It is a peach
of a comedy and Griffith is sure there as a come-
dian. Keep it up, Ray. (Opera House, Baldwin,
Wis.) 24%. March 31. A good comedy drama.
(Gem theatre, Greenriver, Utah.)

Educational

CAMEO COMEDIES, Cliff Bowes, 1.— These
Cameo comedies are fine where you want a one
reeler. This is one of the best. (Palace thea-
tre, Rockmart, Ga.)

EDUCATIONAL COMEDIES, 1 & 2.— Educa-
tional comedies are about all alike. My patrons
don’t like them and they don’t hesitate to tell
me so. They seem more like two reel dramas than
comedies and some are mighty poor at that.
Lloyd Hamilton is the best star on their pro-
gram. (Paramount theatre, Wyoming, 111.) You
can depend on Educational for good short stuff.
(Alex theatre, Alexandria, S. D.) One thing
about Educational comedies, they are mostly clean.
(Crystal theatre. Silver Creek, Neb.) This com-
pany has the goods. (Reel Joy theatre, King
City, Cal.) As a rule Educational comedies and
Kinograms are hard to beat. We have been well
pleased with their service. (Wade H. Kerr,
Spiceland, Ind.) A good comedy. These Educa-
tional are the best comedies on the market. (In-
gram’s theatre, Ashland, Ala.) We find these
comedies the cleanest ever shown here and our
patrons all enjoy them. (Trio theatre, Whitehall,
Wis.) We are using Educational comedies, both
single and two-reelers, and must say we are well
satisfied with product and fair treatment received.
(Sterling theatre, Fairmont, Neb.) Can’t say I
received a good comedy from Educational since
I began using their service a month ago. Prints
in first class condition, service A-l, but the grade
of comedy not as good as Mack Sennett’s. (Fairy-
land theatre, White Castle, La.)

FELIX THE CAT, Cartoons, 1. — These are a
dandy cartoon that the kids surely like. Fine
for a matinee. (Gem theatre, Socorro, N. M.)
I find these cartoon comedies the best. They
are enjoyed by both the young and old. (Unique
theatre, Anita, la.) Sorry to say that these old
standbys are apparently dropping off badly. A
man must run out of ideas sometime and Felix
is verging to silliness and the old punch is gone.
(Mission theatre, Menard, Tex.) Felix always
pleases the children and most of the grownups.
(Odeon theatre, Cottonwood Falls, Kan.) More
laughs in most of these than lots of two-reel
comedies. (Liberty theatre, Pleasanton, Neb.)
This is getting to be a real good drawing card
for us. (Kenesaw Opera House, Kenesaw, Neb.)

LLOYD HAMILTON COMEDIES, 2 Hamilton

comedies always good. (Community House,
Greenwood, Ind.) Good as are all of Lloyd’s
comedies. Hamilton is a laugh producer here.
(Khattar’6 theatre, Sydney, N. S., Canada.)

HODGE PODGE, 1. — Always good. Never
found a poor one yet. (Arvada theatre, Arvada,
Col.) Some sense and some nonsense is right.
A good filler. (Rex theatre, Aurora, Minn.) A
fair reel which helps to dispel the monotony from
the cartoon reels as filler-ins. (Y theatre, Naz-
areth, Pa.) Clever. Helps any program. (Com-

munity House, Greenwood, Ind.) Always good and
entertaining. (Community theatre, Greenwood,
Ind.) Always interesting and helps any program.
(Community House, Greenwood, Ind.) These one
reel subjects are all interesting and splendid to
fill in with a feature comedy. (Palace theatre,
Rockmart, Ga.) Always good, always enjoyed.
(Community theatre, Greenwood, Ind.) You can’t
go wrong on these short numbers. They help any
bill. (Community House, Greenwood, Ind.) These
are all right to run with a good feature, other-
wise not so good. (Tivoli theatre, Knoxville, 111.)

JUVENILE COMEDIES, Big Boy, 2.— These ju-
venile comedies are well enjoyed. (Community
House, Greenwood, Ind.) These juvenile comedies
always please the kids. (Community theatre,
Minneota, Minn.) Our people enjoy the Juveniles.
(Community House, Greenwood, Ind.) These ju-
veniles get twice as many kids for us as the
Gangs. (Ingram's theatre, Ashland, Ala.) These
Juvenile comedies are well liked and entertain-
ing. (Community House, Greenwood, Ind.)

KINOGRAMS, 1. — We consider this very good.
(Pastime theatre, Johnson, Neb.) Not as good as
some others. Poor photography and dark prints.

Key to

Abbreviations

Arrow

....(A)

Associated Exhibitors

...(AE)

Chadwick

. . . ( Ch )

Columbia

FBO

.(FBO)

First National

...<FN)

Fox

Gotham

....(G)

Independent

...(Ind)

Metro-Goldwyn-Mayer

. ( MGM )

Paramount

...(Par)

Pathe

(P)

Preferred

(Pf )

Principal . .

. ...(Pr)

Producers Distributing Corp.

. (PDC)

Rayart

State Rights

...(SR)

Sterling

....(St)

Sunset

(Sunset)

Tiffany

(T)

Truart

..(Tru)

United Artists

...(UA)

Universal

....(U)

Vitagraph

...(Vit)

Warner Bros

....(W)

(Rex theatre, Aurora, Minn.) Best news reel I
ever saw. (Kenesaw Opera House, Kenesaw,
Neb.) Always good. (Community House, Green-
wood, Ind.) We play one per week, and have
found them all pretty good. (Pastime theatre,
Johnson, Neb.) A splendid newsreel. (Commun-
ity House, Greenwood, Ind.) Best news reel ever
run. (Theatorium, Emlenton, Pa.) These are very
good. Didn’t get news reel for last week. Patrons
were disappointed. (Theatorium, Emlenton, Pa.

LUPINO LANE COMEDIES, 2.— This chap
makes the best comedies put out by Educational
or most anybody else to our notion. Slapstick,
yes, but with a different touch that makes them
distinctive. They like him here. (Mission thea-
tre, Menard, Tex.)

MERMAID COMEDIES, Lige Conley, 2.— I’m
tired reporting on the Mermaids. They’re all
good, and this one was better. Our patrons say,
"It isn’t a comedy if it isn’t an Educational,”
so there you are. (Ingram’s theatre, Ashland,
Ala.)

AL ST. JOHN COMEDIES, 2.— None of them
put more action into a comedy than St. John.
His two-reelers always prove satisfactory. Plenty
of fun. (Community theatre, Greenwood, Ind.)

FBO

CHARLEY BOWERS COMEDIES, 2.— If you

don’t believe it, try one. They are different and
will please. Thanks, FBO. (Palace theatre,
Naples, Tex.)

STANDARD COMEDIES, Three Fat Men, 2.—

You just can’t beat F B O’s Standard comedies
for the laughs. Book ’em and reap. (Palace
theatre, Mt. Pleasant, Tex.) The three fatties
are making real comedies with genuine laughs
in them. (Arvada theatre, Arvada, Col.) These
comedies are always good and bring many laughs.
(Royal theatre, Kimball. S. D.) Nice comedy.
Ju6t like all other standards. Give plenty of
laughs and that is what they want. (Rioyal
theatre, Kimball, S. D.) These boys sure can
make real comedies. This one is great. (Arvada
theatre, Arvada, Col.)

WISECRACKERS, THE, A1 Cooke, Kit Guard,
Danny O’Shea, Lorraine Eason, Thelma Hill,
Series 2. — Left Kit Guard of No. 6, restored in
No. 7. Stay in there. Kit ; we still remember you
in the first series of "Fighting Blood.” Need you
in "Wiseerackers” to help A1 with the fun. (Pal-
ace theatre, Mt. Pleasant, Tex.) Always good and
gets patronage. Stars popular here. (Bijou
theatre, Greenville. S. C.) Good comedy. Any-
thing will go with us that has A1 Cooke and
Kit Guard. Girls are all right, but Danny O’Shea
is not as well liked as George O’Hara. Larry Kent
and Jack Luden, who have been leading men in
other FBO series. (Ulman’s Opera House, Salis-
bury, Md.) These comedies are about the poorest

October 22, 1927

EXHIBITORS HERALD

71

of all the FBO series. (Cozy theatre. Wagoner.
Okla.) No. 1. Good. Promises to be as good
as “Bill Grimm’s Progress.” These boys are get-
ting well known and people are anxious to see
them. (Aecola’s Bonham theatre, Prairie du Sac,
Wis.) The first one of the new series and it’s a
good one. The comedy pair, “Cookie and Kittie,”
are still in the game, and I’m sure glad that
they are. (Arvada theatre, Arvada. Col.)

Fox

FOX COMEDIES, 2. — Fox comedies this sea-
son much better than last. We find they came
up to the best. (Palace theatre, Naples, Tex.)

FOX NEWS, 1. — People come to our theatre
to see “Fox News” without looking to see what
feature we have. (Palace theatre, Mt. Pleasant,
Tex.) These seem to be getting better and better.
All enjoyed this, said it was the best we have
shown. (Palace theatre, Naples, Tex.) A
good news, and is worth the money. People
like this fine. (Palace theatre, Naples, Tex.) The
most consistent news on the market, we figure.
(Palace theatre, Naples, Tex.) The best news
reel yet. (Palm theatre, St. Cloud, Fla.)

FOX VARIETIES, 1 These Varieties are do-

ing Fox a lot of good through advertisement,
and they entertain, too. (Palace theatre, Mt.
Pleasant, Tex.) The exhibitor who is not run-
ning these is missing a novelty that means some-
thing to the box office. Congratulations, Fox, on
these Varieties. (Palace theatre, Naples, Tex.)
“Venders of the World.” Everyone said this was
the worst Variety we have ever shown, but they
are generally good. This was a little below the
normal. (Palace theatre, Naples, Tex.)

Metro-Goldwyn-Mayer

METRO-GOLDWYN-MAYER COMEDIES, 2.—
M-G-M comedies are there all right. (Arvada
theatre, Arvada, Col.)

Paramount

PARAMOUNT NEWS, I.— Don’t let anyone kid
you about news reels. The Paramount News has
class written all over every issue I have run so
far, and that is five of them. (Strand theatre,
Paoli, Ind.)

Pathe

AESOP’S FABLES, Cartoon, Short Reel. — Run

these every Sunday and have used them every
week for over two years. Please better than any
cartoon on the market today. The kids throw a
fit every time they are flashed on the screen.
(Heights theatre, Houston, Tex.) Very good fil-
ler. Brings in the kids, likewise some of the
older ones. (Alert theatre, Steuben, Wis.) All
the kids and grown ups like Fables here. They
also please and seem to be a good drawing card.
(Liberty theatre, Quinton, Okla.) Have Fables
one week and Sportlight the next and the Pathe
News each week. The kids go wild over the
Fables and the older people are enjoying them
as well. (Sun theatre, Sargent, Neb.)

CHARLEY CHASE COMEDIES, 2.— Chase
comedies are all well received by our patrons.
Nearly all register favorable. (Rex theatre,
Madisonville, Tex.)

OUR GANG COMEDIES, 2.— Well, I have
waited a whole year for a good Our Gang com-
edy and at last it arrived. The Gang comedies
this year have been very poor. (Walnut thea-
tre, Lawrenceburg, Ind.) From now on when I
play a Gang comedy I’ll feature the comedy and
play the feature for an extra. My customers
don’t mind telling me they came to see the Gang
before and after the show. (Crim’s theatre, Kil-
gore, Tex.) These gangs are no good for us any
more. The kids won’t even come to see them.
(Ingram’s theatre, Ashland, Ala.) Best comedies
to pull I can get. Cost a little more but worth
it. (Colonial theatre, Astoria, 111.)

PATHE COMEDIES, 2. — Pathe making all good
ones. Comedies may not mean so much in the
long run with us, but we don’t fail to hear about
the bad ones. (Ulman’s Opera House, Salisbury,
Md.) Pathe comedies and short reels are good.
Can almost depend on them to please, but not
better than others you can buy so do not pay
advanced price. (Wade H. Kerr, Spiceland, Ind.)
Past season were good. Our Gang topping the
list, with Charlie Chase next. Mabel Normand’s
were good. Eddie Quillian is a knockout with
Madeline Hurlock. Ben Turpin still causes ’em
to chuckle, too. (Ulman’s Opera House, Salis-
bury, Md.)

PATHE NEWS, 1. — The best on the market. I
have been running some of them all for the past
several years, but this has more interesting sub-
jects and more detail in the scenes than any of
the others, excepting, of course, the new M-G-M
news, and the Paramount News now in the mak-
ing. (Ulman’s Opera House, Salisbury, Md.)
Back with this best of all newsreels again for the
opening of our new theatre. The newcomers can
rave all they want to, but unless Pathe weakens
very noticeably they can hardly claim any news
is better than this standby. (Mission theatre,
Menard, Tex.) Pathe News are great. (Petrolia
theatre, Petrolia, Tex.) Could not get along with-
out Pathe News. Need it just as much as I need
the screen. (Opera House, Raymond, Minn.)
Just have to keep this hired hand, for a 6how is
not a show with no “News.” (Club House theatre,
Jackson, Wyo.) Running this just one week old
in a small town to the perfect satisfaction of all
concerned. They just don’t come any better, so
why worry about the rest? (Mission theatre,
Menard, Tex.)

PATHE REVIEW, 1. — This seems to 6uit the
better class of people but the regular crowd would
rather see a Sportlight or a Fable. Some of the
colored ones are very pretty. (Hipp theatre, Lew-
ellen. Neb.)

Universal

BUSTER BROWN COMEDIES, Arthur Trim-
ble, 2. — These are good comedies. (Grand theatre,
Rainier, Ore.) We have found Buster Brown
comedies consistently good. (Grand theatre. Rain-
ier, Ore.) No good for us. They don’t like
Buster here, and they tell us so. (Ingram’s the-
atre, Ashland, Ala.) These comedies pull the
kids. Old folks go to show mostly “to please the
kids,” as they say. Why shouldn’t they be a
good buy? (Palace theatre, Naples, Tex.)

ANDY GUMP COMEDIES, 2.— Here’s a short
that spells something at your cash register. Book
them and see. (Palace theatre, Naples, Tex.)

INTERNATIONAL NEWS, 1. — These news reels
are very interesting and I think better than any
comedy, if you can get them new. But when
you have to run them six weeks to two months
old they are not much good. (Gem theatre,
Socorro, N. M.) News reels are largely a matter
of age, but as long as Universal will furnish me
with the quality they are now sending I can see
no reason for wanting to change. (Princess the-

atre, Buchanan, Mich.) This news beats the other
news reels we have run. (Gem theatre. Green-
river, Utah.) Have run the Pathe News for
some time and tried these out. We think the
“International News” is the best made. (Gem
theatre, Greenriver, Utah.) This is considered
to be in a class by itself, so far as my patrons
are concerned. No fake stuff, and most of the
subject matter is very interesting. (Princess the-
atre, Lincoln, Kan.)

RETURN OF THE RIDDLE RIDER, THE,
William Desmond, Lola Todd, Grace Cunard,
Serial, 10 Chapters. — A good serial but had no-
where near the drawing power “The Riddle Rider”
had. In fact, serials are not drawing for us any
more and will have to give ’em a rest. (Grand
theatre. Rainier, Ore.) We started this serial
with a full house and didn’t have a walkout.
Seemed to please. Lots of action. (Arvada the-
atre, Arvada, Col.)

SNOOKUMS COMEDIES, 2.— Snookums gener-
ally liked, but people comment on the sameness
of the ending of every one. Snoowums always
has to go to sleep and this is getting monotonous.
(Bedford theatre, Bedford, Pa.) Pleases the chil-
dren fine and the old class like ’em too. (Arvada
theatre, Arvada, Col.) Snookums is all right if
you don’t play him too close behind each other.
All fair about once a month. (Royal theatre,
Kimball, S. D.) Another knockout from Snook-
ums, and Boy, how the fans do fall for him.
Have bought all of his comedies for the good of
the theatre. Personally like Snookums comedies
better than the Our Gang’s or the peck of other
comedies. (Khattar’s theatre, Sydney, N. S.)

UNIVERSAL COMEDIES, 1 & 2.— These Uni-
versal comedies are pitiful. That’s putting it
mildly. (Ingram’s theatre, Ashland. Ala.)
Brother Exhibitors, before you contract for next
year’s comedies with Universal, make sure they're
better than last year’s or you’re licked. They
were naturally terrible. Hope Uncle Carl will
live up to his promise and give us the best short
subjects on the market. (Bridge theatre, Peters-
burg, W. Va.) Universal comedies are running
better this year than last. (Crystal theatre. Sil-
ver Creek, Neb.) Good. Universal is making
them better and better and cleaner, too. Had to
cancel Pathe comedies as they were too tough.
Universal’s Pee Wee Holmes Western comedies,
the Gumps, Edna Warran and most of Stern
Brothers are good. Also Buster Browns. Try a
few and see. (Rex theatre, Salmon, Idaho.)

No More SOS

Remember ’way back when you had to dig and dig some more for
material for the newspapers, Mr. Exhibitor? When you had to wade
through columns of publicity material to get brief, informative, lively
items for your house organ? When you longed for a source of complete
information of what was going on at the studios?

Those days are gone forever!

The STUDIO, issued monthly, gives you all that information in con-
cise, readable and USABLE form.

Remember ’way back when you didn’t know where to turn for prac-
ticable information on building your new theatre or remodeling your
house?

It’s made easy for you now!

BETTER THEATRES, also issued once a month, has on its con-
tributor list the best theatre architects and designers in the world.

AND REMEMBER! A subscription to EXHIBITORS HERALD
brings you The STUDIO and BETTER THEATRES without additional
cost!

72

BOX OFFICE RECORD SECTION OF October 22, 1927

HERALD System for determining
the definite attraction values
of SMotion pictures

Exhibitors reporting to “What the Picture Did for
Me” in EXHIBITORS HERALD supply a percentage
rating obtained by dividing average daily gross of
house record attraction into average daily gross of
picture being reported on. In the weekly publication
of “The Ticker” these percentages are entered only

after 10 reports have been received. Exception to this
policy is being taken in this instance in order that
exhibitors may have at their command this valuable
list of more than 1,000 pictures. The numerals indi-
cate the number of percentage reports received on
each picture.

A

Abraham Lincoln (FN) 5

Ace of Action (AE) 1

Ace of Clubs (Ray) 1

Adam and Evil (MGM) 1

Adorable Dora (FBO) 1

Adventure (Par) 2

Afraid to Love (Par) „ 4

After Midnight (MGM) 4

Ain’t Love Funny (FBO) 2

Air Mail (Par) 3

Alaskan Adventures (P) 6

All Aboard (FN) 2

All Around Frying Pan (FBO) 4

Almost a Lady (PDC) 7

America (UA) _.3

American Manners (Par) 1

American Pluck (Ch) 1

American Venus, The (Par) 7

An Affair of the Follies (FN) 5

Ancient Mariner, The (Fox) 1

Ankles Preferred (Fox) 6

Annie Laurie (MGM) 3

Arizona Bound (Par) 6

Arizona Nights (U) 3

Arizona Romeo (Fox) 1

Arizona Whirlwind (P) 1

As No Man Has Loved (Fox) 2

Atta Boy (P) 4

Auction Block, The (MGM) 6

Auctioneer, The (Fox) 7

Awful Truth, The (PDC) 1

B

Babe Comes Home (FN) 3

Bachelor Brides (PDC) 6

Back to God’s Country (FN) 1

Bad Lands (PDC) 1

Bandit’s Baby (FBO) 5

Barbed Wire (Par) 1

Battling Buddy (MGM).... 2

Battling Orioles (P)._ 1

Beautiful Cheat, The (U) 6

Beautiful City, The (FN) 4

Belle of Broadway (Col) 4

Beloved Rogue, The (UA)..._ 1

Below the Line (W) _ 6

Ben Hur (MGM) 2

Bertha the Sewing Machine Girl (Fox). .5

Best Bad Man, The (Fox) 2

Best People (Par) 1

Better Man, The (FBO) 4

Better ’Ole, The (W) 2

Better Way, The (Col) 3

Beverly of Graustark (MGM) 9

Beware of Widows (U) 1

Beyond the Border (PDC) 1

Beyond the Rockies (FBO) 4

Bitter Apples (W) 3

Blackbird (MGM) 8

Black Cyclone (P) 3

Black Diamond Express, The (W) 1

Black Lightning (G) 2

Black Paradise (Fox) 6

Blind Alleys (Par) _.6

Block Signal, The (G) 1

Blond Saint, The (FN) 6

Bluebeard’s Seven Wives (FN) 2

Blue Streak, The (FBO) 7

Bobbed Hair (W) 3

Bonanzo Buckaroo (P) 1

Boob, The (MGM) 6

Border Legion, The (Par) 2

Border Whirlwind. The (FBO) 4

Born to Battle (FBO) 8

Boy Friend, The (MGM) 8

Braveheart (PDC) ...8

Bride of the Storm (W) 6

Broadway Boob, A (AE) 1

Broadway Gallant, A (FBO) 4

Broadway Lady, A (FBO) 1

Broadway or Bust (U) 1

Broken Hearts of Hollywood (W) 6

Broken Wing, The (Pf) 1

66.00%

35.00%

80.00%

65.00%

65.00%

30.50%

65.00%

47.00%

72.50%

74.66%

44.33%

37.50%

55.00%

45.00%

43.66%

45.00%

21.00%

63.00%

48.40%

30.00%

79.16%

70.00%

49.50%

86.66%

25.00%

40.00%

62.00%

33.75%

45.50%

45.14%

80.00%

53.00%
41.66%
61.00%
70.00%
70.60%
80.00%
62.00%
30.00%
42.50%
37.50%
41.25%
26.00%
74.16%
97.50%
56.80%
80.00%
28.00%
24.50%
72 50%
55.33%
50.66%
50.00%
71.00%
51.25%
51.66%
64.12%
61.66%
55.00%
42.00%
42.66%
50.00%
50.00%
33.66%
57.50%
55.28%
32.00%
90.00%
36.50%
60.00%
56.00%
54.00%
46.50%
44.37%
49.00%
20.00%
32.75%
20.00%
50.00%
51.66%
73.00%

Broncho Buster, The (U) 3

Bronco Twister, The (Fox) 5

Brute, The (W) 4

Bucking the Truth (U) 1

Buffalo Bill on the U. P. Trail (Sunset) 2

Bugle Call, The (MGM) 3

Buried Gold (Rayart) 1

Burning Trail, The (U) 1

Bustin’ Through (U) 1

Butterflies in the Rain (U) 8

C

Cabaret (Par) 3

California (MGM) 5

California or Bust (FBO) 2

California Straight Ahead (U) 8

Callahans and Murphys (MGM) 5

Call of the Klondike (Ray) 2

Call of the Wilderness (AE) 3

Camille of the Barbary Coast (AE)....l

Capital Punishment (Pf) 2

Captain Blood (W) 1

Captain Salvation (MGM) 5

Casey at the Bat (Par) 8

Cat and the Canary, The (U) 1

Cave Man, The (W) 1

Chang (Par) 1

Charley’s Aunt (PDC) 2

Chickie (FN) 3

Children of Divorce (Par) — 5

Children of the Whirlwind (A) 1

Christine of the Big Top (St) 2

Circus Ace, The (Fox) 2

Circus Cyclone (U) 2

City, The (Fox) 4

Classified (FN) 8

Climbers (W) 4

Clinging Vine (PDC) 3

Clothes Make the Pirate (FN) 2

Coast of Folly, The (Par) 2

Cobra (Par) — 1

Code of the Northwest (AE) 2

Code of the West (Par) 1

Colleen (Fox) 2

College Boob, The (FBO) 8

College Days (T) 3

Collegiate (FBO) 4

Combat (U) - 9

Coming of Amos (PDC) 1

Coming Through (Par) 1

Compromise (W) — 5

Connecticut Yankee (Fox) 1

Convoy (FN) 3

Country Doctor, The (PDC) 1

Cowboy and the Countess (Fox) 5

Cowboy Musketeer, The (FBO). 2

Crackerjack, The (FN) 1

Cradle Snatchers (Fox) 2

Crowded Hour, The (Par) 1

Crown of Lies (Par) 3

Cruise of the Jasper B, The (PDC) 7

Cyclone Cavalier (Ray) 1

Cyclone of the Range (FBO) 3

Cytherea (FN) 1

D

Dance Madness (MGM) 2

Dance Magic (FN) 1

Dancer of Paris, The (FN) 9

Dancing Mothers (Par) 9

Danger Ahead (U) 1

Dm-er Girl. The (PDC) _,3

Dangerous Innocence U) 1

Danger Signal, The (Col) 2

Daniel Boone Through the Wilderness

(Sunset) 1

Daring Days (U) 2

Deadline (FBO) 5

Demi-Bride, The (MGM) 7

Demon, The (U) 4

Desert Flower, The (FN) 3-

Desert Gold (Par) 9

Desert Greed (Ind) 2

Desperate Game (U). 1

47.33%

71.40%

60.00%

40.00%

72.50%

78.33%

75.00%

45.00%

70.00%

55.37%

48.33%

53.80%

68.50%

61.62%

67.00%

70.00%

55.00%

65.00%

52.50%

30.00%

44.20%

75.50%

85.00%

65.00%

65.00%

70.50%

63.33%

64.40%

31.00%

72.50%

66.00%

63.50%

19.50%

50.00%

44.00%

51.66%

49.50%

55.50%

85.00%

52.50%

42.00%

62.50%

57.50%

67.33%

56.50%

51.66%

60.00%

30.00%

53.00%

70.00%

56.33%

75.00%

51.00%

73.00%

47.00%

80.00%

10.00%

42.00%

44.28%

30.00%

70.00%

15.00%

13.50%

70.00%

54.11%

43.22%

25.00%

48.66%

31.00%

60.00%

32.00%
20.00%
46.00%
57.28%
50 50%
86.66%
67.55%
29.00%
57.00%

Destroying Angel (AE) 1 40.00%

Devil Dog Dawson (A) 1 55.00%

Devil's Circus, The (MGM) 9 57.00%

Devil’s Gulch (FBO) 6 71.16%

Devil’s Saddle, The (FN) 1 80.00%

Dice Woman, The (PDC) 3 61.00%

Diplomacy (Par) 9 38.11%

Dixie Flyer, The (Ray) _ 1 70.00%

Dixie Handicap, The (MGM) _.l 50.00%

Dixie Merchant, The (Fox)... 4 38.25%

Dog’s Life, A (FN) 1 21.00%

Dollar Down (Tru) 1 40.00%

Don Daredevil (U) 2 39.00%

Don Juan (W) 4 46.25%

Don a (UA) 6 60.33%

Don’t (MGM) 2 68.50%

Don’t Tell the Wife (W) 3 37.66%

Dorothy Vernon of Haddon Hall (UA)..4 54.75%

Down the Stretch (U) 3 33.00%

Drifting Through (P) „ 6 60.00%

Drug Store Cowboy (Ind) 1 60.00%

Drums of the Desert (Par) 2 67.50%

Drusilla With a Million (FBO) 6 56.16%

Dude Cowboy, The (FBO) 6 59.50%

Durand of the Bad Lands (Fox) 2 47.50%

E

Early Bird, The (FN) 3 39.00%

Early to Wed (Fox) 2 31.50%

East Lynne (Fox). 2 60.00%

Easy Pickings (FN) 6 34.83%

Enchanted Hill, the (Par) 6 60.33%

Ermine and Rhinestones (Ind) 1 60.00%

Escape, The (U) 3 45.00%

Evening Clothes (Par) 5 31.40%

Everlasting Whisper, The (Fox) 5 60.00%

Eve’s Leaves (PDC) 5 43.60%

Exchange of Wives (MGM) 3 35.00%

Exquisite Sinner, The (MGM) 4 46.25%

F

Fair Lady (UA) 1 15.00%

False Alarm, The (Col) 3 15.66%

Family Upstairs, The (Fox) 9 50.77%

Far Cry, The (FN) 4 39.75%

Fashions for Women (Par) 4 50.00%

Fast Freight, The (Ray) 1 30.00%

Feet of Clay (Par) 2 35.50%

Fif’h Avenue (PDC) 2 35.00%

Fifth Avenue Models (U) 1 23.00%

Fighting Boob, The (FBO) 4 40.50%

Fighting Buckaroo, The (Fox) 7 65.00%

Fighting Edge, The (W) 3 36.33%

Fighting Hearts (Fox) 2 75.00%

Fighting Love (PDC) 5 45.00%

Fighting Luck (Ray) 1 35.00%

Fighting Marine, The (P) 1 ,38.00%

Fighting Peacemaker, The (U) 4 38 25%

Fighting Sheriff, The (Ind) -.1 80.00%

Fighting the Flames (Col) 3 60.00%

Fight to a Finish, A (Col) 1 50.00%

Fingerprints (W) 8 59 75%

Firemen Save My Child (Par) _.l 77.00%

First Night, The (T) - ...1 30.00%

First Year. The (Fox) 4 26.00%

Flame of the Argentine (FBO) 2 82.50%

Flame of the Yukon (PDC) 6 59.16%

Flames (AE) 3 80.00%

Flaming Fury (FBO) 7 53.14%

Flaming Waters (FBO) 7 63.85%

Flaming Youth (FN) 1 100.00%

Flashing Fangs (FBO) 9 52.77%

Flesh and Blood (SR) 1 30.00%

Floodgates (SR) 1 55.00%

Flower of Night (Par) _ 1 20.00%

Flying Hoofs (U) 1 35.00%

Fool, The (Fox) 5 55-20%

Foolish Virgin, The (SR) 1 56.00%

Fools of Fashion (T) 1 90.00%

Footloose Widows (W) 4 38.75%

For Alimony Only (PDC) — 8 63.00%

Forbidden Cargo (FBO) 1 15.00%

Forbidden Waters (PDC) 3 49.33%

Foreign Devils (FN) 1 70.00%

October 22, 1927 EXHIBIT ORS HERALD 73

For Wives Only (PDC) 8 46.25%

Fourth Commandment, The (U) 6 43.16%

Framed (FN) —.1 65.00%

Frenzied Flames (Ind) 1 35.00%

Freshman, The (P) 5 79.00%

Frisco Sally Levy (MGM) 6 60.16%

Frivolous Sal (FN) 1 90.00%

Frontiersman, The (MGM) 1 41.00%

Frontier Trail, The (P) 2 30.50%

G

Galloping Cbwboy (AE) 2 62.50%

Garrison’s Finish (Ind) 5 44.40%

Gay Deceiver (MGM) 8 35.00%

Gay Old Bird (W) 7 46.14%

General, The (UA) 8 46.75%

General Custer at Little Big Horn

(Sunset) - 1 65.00%

Getting Gertie’s Garter (PDC) ...4 60.00%

Gigolo (PDC) _ 9 51.44%

Gilded Butterfly (Fox) 2 50.00%

Gilded Highway (W) 3 38.66%

Gingham Girl, The (FBO) 1 75.00%

Girl From Montmartre, The (FN) 3 23.33%

Girl I Loved, The (UA) 1 53.00%

Girl in the Limousine, The (FN) 1 21.00%

Glenister of the Mounted (FBO) 4 29.75%

Goat Getter, The (Ray) 1 90.00%

God Gave Me Twenty Cents (Par) 8 51.62%

Going Crooked (Fox) 3 39.00%

Going the Limit FBO) 9 37.22%

Golden Cocoon, The (W) 3 55.00%

Golden Strain, The (Fox) 4 40.25%

Golden Web, The (G) 3 51.66%

Gold Rush, The (UA) 1 73.00%

Good and Naughty (Par) .6 51.16%

Go Straight (U) 1 29.00%

Go West (MGM) 6 59.16%

Grand Duchess and the Waiter, The

(Par) - 9 47.66%

Grass (Par) 2 35.50%

Graustark (FN) 4 70.25%

Gray Devil, The (Ray) 1 90.00%

Great Deception, The (FN) 9 48.66%

Great Divide, The (Par) 1 65.00%

Great Mail Robbery, The (FBO) 1 70.00%

Grinning Guns (U) 3 68.33%

H

Halfway Girl, The (FN) 1 35.00%

Handicap, The (SR) 1 70.00%

Hands Off (Fox) _..~1 12.00%

Handsome Brute, The (Col) 2 56.50%

Hands Up (Par) 2 70.00%

Hard Boiled (Fox) 7 65.42%

Hard Boiled Haggerty (FN) 1 70.00%

Hard Fists (U) 1 30.00%

Havoc (Fox) 1 93.00%

Heads Up (FBO) 3 50.66%

Head Winds (U) 1 50.00%

Heart of Salome, The (Fox) — 1 15.00%

Hearts and Fists (AE) 1 75.00%

Hearts and Spangles (G) 2 59.50%

Hearts and Spurs (Fox) 1 55.00%

Heart Thief, The (PDC) 2 42.00%

Heaven on Earth (MGM) 9 60.22%

Held by the Law (U) 8 39.87%

Hell Bent for Heaven (W> 6 32.50%

Hell’s Four Hundred (Fox) 3 38.66%

Her Man O’ War (PDC) 6 54.16%

Heroes of the Night (G) 2 52.50%

Hero on Horseback (U) 3 51.00%

Her Second Chance (FN) 4 25.50%

Her Sister From Paris (FN) 4 51.00%

He Who Gets Slapped (MGM) 1 40.00%

Hey Hey Cowboy (U) _.7 62.28%

Hidden Loot (U) 7 47.00%

High and Handsome (FBO) 3 43.33%

High Flyer (Ray) 1 10.00%

High Hand, The (P) 5 61.20%

High Hat (FN) 4 35.50%

High Steppers (FN) 3 43.33%

His Dog (PDC) — 1 25.00%

His Hour (MGM) 1 85.00%

Hiss Jazz Bride (W) 5 46.60%

His Majesty Bunker Bean (Par) 1 47.00%

His Majesty the American (UA) 1 75.00%

His Master’s Voice (G) 3 56.66%

Hold Your Breath (PDC) 1 60.00%

Home Maker, The (U) 5 62.20%

Homestruck (FBO) 2 45.00%

Honesty Is the Best Policy (Fox) 4 33.75%

Honeymoon Express, The (W) 4 57.50%

Hoodoo Ranch (Ind.) 2 40.00%

Hotel Imperial (Par) 6 56.50%

Hot Water (P) 1 85.00%

Hula (Par) 1 80.00%

Human Tornado (FBO) 1 60.00%

I

Idle Tongues (FN) 1 50.00%

If Marriage Fails (FBO) 1 25.00%

Impostor, The (FBO) 3 60.33%

Infatuation (FN) 6 49.36%

In the Name of Love (Par) 1 15.00%

Irish Hearts (W) 1 60.00%

Irish Luck (Par)..._ 8 48.25%

Iron Fist, The (Ray) 1 45.00%

Iron Trail, The (UA) , 1 44.00%

Is Divorce a Failure (AE) 1 30.00%

Isle of Hope (FBO) 2 80.00%

Isle of Retribution (FBO) 6 32.16%

Isn’t Life Wonderful (UA) 2 15.00%

Is That Nice (FBO) 1 52.00%

Is Zat So (Fox) 2 15.50%

It’s the Old Army Game (Par) 5 58.00%

J

Jade Cup, The (FBO)..._ 1 10.00%

Janice Meredith (MGM) 2 52.50%

Jewels of Desire PDC) 1 10.00%

Jim the Conqueror (PDC) 6 63.33%

Joanna FN) 8 42.75%

Just Suppose (FN) - 4 42.50%

Just Trailin’ (Ind) 1 50.00%

K

Keep Smiling (AE) 2 43.50%

Kentucky Pride (Fox) , 5 50.00%

Kickoff, The (Ind) ...... 1 25.00%

Kiki (FN) -.9 38.55%

King of the Pack (G) 3 49.33%

King of the Turf (FBO) 5 45.40%

Kiss for Cinderella, A (Par) 2 65.00%

Kivalina of the Icelands (P) 1 50.00%

Knockout, The (Par) 5 64.00%

L

Ladies of Leisure (Col) 1 75.00%

Lady, The (FN) 2 40.50%

Lady in Ermine, The (FN) 5 44.20%

Lady of the Harem (Par) 4 45.50%

Lady Robinhood (FBO) 1 90.00%

Lady Who Lied, The (FN)..._ 2 30.00%

Lady Windermere’s Fan (W) 2 62.00%

Land Beyond the Law, The (FN) 8 66.25%

Last Alarm, The (Ray) 1 65.00%

Last Edition, The (FBO) 7 40.71%

Lazy Bones (Fox) 5 28.80%

Lazy Lightning (U) 3 66.33%

Left Hand Brand (SR) 1 10.00%

Let ’Er Buck (U) 2 37.50%

Let’s Go Gallagher (FBO) 5 48.80%

Lighthouse by the Sea, The (W) 1 63.00%

Lightnin’ (Fox) 4 41.50%

Lightning Lariats (FBO). 4 79.00%

Lightning Rider (PDC) 1 15.00%

Lightning Reporter (Ind) _...l 20.00%

Light of Western Stars (Par) 5 67.00%

Lilies of the Street (FBO) „...l 90.00%

Lily, The (Fox) 1 40.00%

Limited Mail, The (W) 9 67.00%

Little Adventuress, The (PDC) 1 15.00%

Little Giant, The (U) 1 10.00%

Little Irish Girl, The (W) 4 33.25%

Live Wire, The (FN) 9 66.66%

Loco Luck (U) 3 47.66%

London (Par) 5 38.20%

Lonesome Ladies (FN) 1 50.00%

Lone Wolf Returns, The (Col) 7 57.71%

Long Loop on Pecos (P) 1 94.00%

Long Pants (FN) 5 65.40%

Looking for Trouble (U) 4 37.50%

Lord Jim (Par) 1 75.00%

Lorraine of the Lions (U) 7 55.71%

Lost at Sea (T) _ 1 72.00%

Lost at the Front (FN) 4 63.75%

Lost Limited (Ray) 1 20.00%

Lost World, The (FN) 7 83.28%

Lovelight (UA) _ 3 17.00%

Love Makes ’Em Wild (Fox) 2 55.50%

Love of Sunya, The (UA) 1 30.00%

Lovers (MGM) - 6 37.16%

Lovers in Quarantine (Par) 4 41.25%

Lover’s Island (AE) 1 40.00%,

Love’s Blindness (MGM) 7 23.28%

Love’s Greatest Mistake (Par) 6 40.33%

Loves of Carmen (Fox) ....1 53.00%

Love’s Wilderness (FN) 1 65.00%

Love Thrill, The (U) 3 41,66%

Love Toys (W) 2 22.50%

Lovey Mary (MGM) .'. 5 60.00%

Lucky Devil, The (Par) 7 57.28%

Lucky Horseshoe, The (Fox) 6 66.33%

Lucky Lady, The (Par) 4 31.50%

Lunatic at Large, A (FN) 6 29.33%

Lure of the Night Club (FBO) 2 57.50%

Lure of the Wild (Col) 3 66.66%

Me

McFadden’s Flats (FN) 6 64.16%

M

Madame Behave (PDC) 8 48.62%

Mad Dancer, The (SR) 1 80.00%

Made for Love (PDC) 2 32.50%

Madonna of the Streets (FN) 1 85.00%

Making of O’Malley, The (FN) 3 45.66%

Man Bait (PDC) 7 41.14%

Man Four Square, A (Fox) 9 50.88%

Man from Red Gulch, The (PDC) 1 68.00%

Man from Texas, The (PDC1) 1 27.00%

Man from the West, The (U) 4 38 00%

Manhandled (Par) 1 39.00%

Manhattan (Par) _ 2 56 00%

Manhattan Madness (AE) 1 37.00%

Man in Blue, The (U) 1 17.00%

Mannequin, The (Par) 6 59.50%

Man of Daring (U) _ 1 20.00%

Man on the Box, The (W) 9 69.66%

Man Power (Par) 6 61.50%

Man Rustlin’ (FBO) 4 32.49%

Man Upstairs, The (W) 6 33.33%

Man Who Found Himself, The (Par) ....2 47.50%

Mark of Zorro (UA) 6 61.50%

Marriage (U) 3 58 33%

Marriage License (Fox) 1 30.00%

Marriage Whirl, The (FN) 2 38.50%

Married (SR) 1 60.00%

Married Alive (Fox) 1 30.00%

Masked Bride, the (MGM) 1 20 00%

Masked Woman, The (FN) 6 43.16%

Matinee Ladies (W) 3 51.66%

Meddler, The (U) _ 1 40.00%

Meet the Prince (PDC) 5 27.60%

Memory Lane (FN) 5 33.60%

Merry Widow, The (MGM) 2 58.00%

Metropolis (Par) 1 62.00%

Michael Strogoff (U)... 7 53.14%

Midnight Express, The (SR) 2 77.50%

Midnight Flyer, The (FBO) 7 43.28%

Midnight Kiss, The (Fox) _.8 69.61%

Midnight Limited, The (Ray) 4 65.25%

Midshipman (MGM) 8 64.12%

Mile-a-Minute Morgan (SR) 2 66.50%

Millionaire Cowboy (FBO) 1 75.00%

Millionaires (W) 7 47.57%

Million Bid, A (W) _ 1 46.00%

Mine With the Iron Door, The (U) 1 70.00%

Miracle of Life, The (AE) 1 60.00%

Mismates (FN) 9 46.88%

Mile. Modiste (FN) 8 42.00%

Moana (Par) 2 20.00%

Mojave Kid, The (FBO). 1 60.00%

Mollycoddle, The (UA) 2 31.00%

Money Talks (MGM) 1 86.00%

Money to Burn (G) 1 65.00%

Monkey Talks, The (Fox) 7 34.85%

Monsieur Beaucaire (Par) 2 67.50%

Monster, The (MGM) 1 93.00%

Monte Carlo (MGM). 4 43.75%

Moon of Israel (FBO) 1 80.00%

More Pay Less Work (Fox) 8 51.37%

Mother (FBO) - 8 48.12%

Moulders of Men (FBO)....,. 8 61.25%

Music Master, The (Fox) 5 46.60%

My Lady of Whims (A) 1 21.00%

My Official Wife (W) 8 53.75%

My Own Pal (Fox) 7 60.71%

My Old Dutch (U) 7 35.00%

Mystery Club (U) 9 43.77%

N

Naughty But Nice (FN) 6 70.16%

Naughty Nanette (FBO) 1 60.00%

Navigator, The (MGM) 1 72.00%

Necessary Evil, The (FN) 1 100.00%

Nervous Wreck, The (PDC) 7 64.14%

Nevada (Par) 1 65.00%

Never Say Die (AE) 1 24.00%

Never the Twain Shall Meet (MGM)....2 39.00%

New Brooms (Par) 1 69.00%

New York (Par) 9 46.55%

Nice People (Par) 1 90.00%

Night Bride, The (PDC) 3 41.00%

Night Life in Hollywood (A) 1 14.00%

Night of Love, The (UA) 2 45.00%

Night Patrol, The (FBO) 3 73.66%

Nobody’s Widow (PDC) 5 64.00%

No Control (PDC) _.3 39.00%

No Man’s Law (FBO) u 3 69.00%

Non-Stop Flight, The (FBO) 5 39.80%

North of ’36 (Par) 2 97.50%

North Star (AE) 4 46.00%

Notorious Lady, The (FN) 2 55.00%

Nut, The (UA) 1 10.00%

Nut Cracker, The (AE) 1 25.00%

O

Obey the Law (Col) 4 51.00%

Off the Highway (PDC)....., 1 75.00%

Oh Baby (U) 9 38.00%

Oh Doctor (U) 2 66.00%

Oh What a Nurse (W) 4 71.00%

Oh You Tony (Fox) 1 65.00%

Old Home Week (Par) 1 15.00%

Old Loves and New (FN) 8 41.50%

One Exciting Night (UA) 3 63.33%

One Increasing Purpose (Fox) 3 40.00%

One of the Bravest (G) 3 38.33%

One Way Street (FN) 1 80.00%

Only Way, The (UA) 3 61.66%

Only Woman, The (FN) 4 58.50%

On the Stroke of Three (FBO) 1 40.00%

On Ze Boulevard (MGM) 2 29.50%

Orphans of the Storm (UA) 2 62.50%

Other Women’s Husbands (W) —..4 40.25%

Out All Night (U) 1 63.00%

Outlaw Dog, The (FBO) 3 45.00%

Outlaw Express, The (P) 3 67.33%

Outlaw’s Daughter (U) .....2 48.50%

Outlaws of Red River (Fox) 3 81.66%

Overland Limited, The (G) 2 60.00%

Over the Hill (Fox) 1 50.00%

P

Pace That Thrills, The (FN) 1 85.00%

Paddy the Next Best Thing (SR) 1 30.00%

Painted Ponies (U) 1 100.00%

Painting the Town (U) 4 63.50%

Paris (MGM) 7 39.14%

Paris at Midnight (PDC) 5 38.40%

Parisian Nights (FBO) 4 26.00%

Passionate Adventure (Ind) 1 70.00%

Passionate Quest, The (W) 3 40.66%

Paths to Paradise (Par) 2 30.00%

Peacock Feathers (U) 3 66.00%

Percy (P) 2 34.00%

Perfect Flapper, The (FN) 1 60.00%

Perfect Sap, The (FN) 5 32.00%

Peter Pan (Par) 2 42.00%

Phantom of the Forest (G) 1 60.00%

Phantom of the Opera (U) 8 69.37%

Plastic Age, The (Pf> 4 74.75%

Pleasure Buyers, The (W).~ ....... 2 30.00%

Police Patrol, The (G) 3 38.33%

Pollyanna (UA) 3 44.33%

Pony Express, The (Par) 5 72.80%

Poor Girl’s Romance, A (FBO) 2 10.00%

Poor Nut, The (FN) 2 48.00%

Popular Sin, The (Par) 7 38.14%

Potash and Perlmutter (FN) 1 95.00%

Prairie Pirate, The (PDC) 2 60.00%

Price of Pleasure, The (U) 1 60.00%

74

EXHIBITORS

HERALD

October 22, 1927

Pride of Sunshine Alley (SR) 1 18.00%

Pride of the Force (Ray) , 1 65.00%

Primrose Paths (U) 2 53.50%

Prince of Pep (FBO) 1 70.00%

Prince of Tempters, The (FN) 6 41.33%

Private Affairs (PDC) 1 25.00%

Proud Flesh (MGM) 1 80.00%

Prowlers of the Night (U) 6 48.16%

Puppets (FN) 7 31.00%

Pursued (Ind) 1 19.00%

Q

Quo Vadis (FN) 1 60.00%

Queen of Diamonds (FBO) 1 90.00%

R

Racing Blood (G) 3 41.66%

Rainbow Ranger (SR) 1 30.00%

Rainbow Riley (FN) 9 46.77%

Rainbow Trail, The (Fox) 2 60.50%

Range Terror (FBO) 1 40.00%

Ranson’s Folly (FN) 9 43.33%

Rat, The (Ind) 1 80.00%

Rawhide (AE) 1 50.00%

Reckless Lady, The (FN) 3 36.00%

Recreation of Brian Kent, The (Pr). ...1 85.00%

Red Blood (Ray) 2 63.00%

Red Clay (U) 1 5.00%

Red Dice (PDC) 7 52.71%

Redheads Preferred (T) 1 60.00%

Red Hot Hoofs (FBO) 8 60.62%

Red Hot Leather (U) 8 63.75%

Red Hot Tires (W) 6 54.83%

Red Kimona, The (Ind) 2 53.00%

Red Rider, The (U) 1 34.00%

Regular Fellow, A (Par) 3 51.66%

Rejuvenation of Aunt Mary, The

(PDC) 1 83.00%

Remember (Col) 2 40.00%

Resurrection (UA) 5 46.00%

Riding Rascal (U) 7 41.28%

Ridin’ Streak (FBO) 7 44.57%

Ridin’ the Wind (FBO) 5 54.60%

Risky Business (PDC) 4 50.00%

Ritzy (Par) 3 51.66%

Road to Glory, The (Fox) 3 38.33%

Road to Yesterday, The (PDC) 3 56.66%

Roaring Rails (PDC) 1 45.00%

Robin Hood (UA) 5 62.40%

Rocking Moon (PDC) 5 62.00%

Rolled Stockings (U) 2 66.50%

Romola (MGM) 1 20.00%

Rose of the Tenements (FBO) 7 54.42%

Rose of the World (W) 3 36.33%

Rough and Ready (Fox) 5 32.80%

Rough House Rosie (Par) 4 71.25%

Rubber Heels (Par) 1 28.00%

Rubber Tires (PDC) 5 52.20%

Rugged Water (Par) 4 43.75%

Runaway, The (Par) 9 51.55%

Running Wild (Par) 2 62 50%

Rustler’s Ranch (U) ._ 4 48.75%

Rustlin’ for Cupid (Fox) 2 35.00%

S

Saddle Hawk, The (U) 2 67.50%

Sally (FN) 6 59.50%

Salvation Jane (FBO) 1 50.00%

Sandy (Fox) 9 52.22 %

Sap, The (W) 4 37.50%

Satan in Sables (W) _.6 47.33%

Satan Town (P) 2 62.50%

Savage, The (FN) 6 73.33%

Sawdust Trail, The (U) 1 50.00%

Scarlet Saint, The (FN) 2 55.00%

Scrappin’ Kid (U)—-. 4 58.75%

Sea Hawk, The (FN) 2 67.50%

Sea Horses (Par) 2 52.50%

Sea Tiger, The (FN). 7 55 28%

Secret Orders (FBO) 5 54.20%

Secrets (FN) 1 25.00%

Secret Studio, The (Fox) 2 37.50%

See You in Jail (FN) 6 43.66%

Sell ’Em Cowboy (A) _ 1 29.00%

Senorita (Par) 4 71.25%

Sensation Seekers (U). ....'. 3 25.00%

Service for Ladies (Par) 3 45.00%

Set Free (TJ> 1 25.00%

Set Up (U) 3 67.66%

Seven Days (PDC) 2 53.00%

Seven Sinners (W) 3 61.66%

Seven Keys to Baldpate (Par) 2 41.50%

Shamrock Handicap, The (Fox) 7 54.57%

She (Ind) 1 70.00%

Sheik, The (Par) 1 75 00%

Ship of Souls (AE) 1 40.00%

Shipwrecked (PDC) 5 39.00%

Shore Leave (FN) 7 40.42%

Shoulder Arms (FN) 2 27.50%

Show, The (MGM) 8 56.12%

Siberia (Fox) 5 35.80%

Siege (U) 5 44.60%

Silence (PDC) 7 46.14%

Silent Accuser. The (MGM) 1 60.00%

Silent Lover, The (FN) 8 50.50%

Silent Pal, The (G) 1 60.00%

Silent Sanderson (PDC) 1 32.00%

Silken Shackles (W) 7 35.71%

Silver Comes Thru (FBO) 3 62.33%

Silver Treasure (Fox) 7 37.42%

Simon the Jester (PDC) 3 56 66%

Sin Cargo, The (T) 2 58.50%

Singed (Fox) 1 30.00%

Sir Lumberjack (FBO) 4 46.25%

Six Shootin’ Romance (U) 4 45.00%

Sky Raider, The (AE) 1 19.00%

Slave of Fashion, A (MGM) 1 30.00%

Smilin’ at Trouble (FBO) _...5 40.00%

Smoke Eaters, The (Ray) 2 32.00%

Smooth as Satin (FBO) 2 73.50%

Snob Buster, The (Ray) 1 70.00%

So Big (FN) 3 80.00%

Social Celebrity, A (Par) 3 45.66%

Social Highwayman, A (W) 1 25.00%

Somebody’s Mother (G) 3 61.66%

Somewhere in Sonora (FN) 6 58 33%

Song and Dance Man, The (Par) 8 42.25%

Son of His Father, A (Par) 9 58.22%

Sonora Kid, The (FBO) 3 44.00%

Sorrows of Satan (Par) 5 50.60%

SOS Perils of the Sea (Col) 5 42.20%

So This Is Paris (W) 1 25.00%

Soul Mates (MGM) 2 64.50%

Speed (SR) _.l 80.00%

Speeding Through (Ind)..._ 2 56.00%

Speeding Venus, The (PDC) 6 32.50%

Speed Man (Col) 1 90.00%

Splendid Road, The (FN) 4 34.25%

Splitting the Breeze (FBO) 4 55.50%

Spook Ranch, The (U) 6 64.00%

Sporting Life (U) _ ...6 43.66%

Sporting Lover, The (FN) 8 29 37%

Spuds (UA) 1 60.00%

Stage Madness (U) 2 46.00%

Stage Struck (Par) 1 50.00%

Stark Love (Par) 1 75.00%

Starlight’s Revenge (Ray) 1 85.00%

Stella Maris (U) 7 45.85%

Steppin’ Out (Col) 3 52.33%

Stolen Ranch (U) .5 29.80%

Stop, Look and Listen (P) 2 30.00%

Storm Breaker, The (U) 6 50.33%

Summer Bachelors (Fox) 8 56.62%

Sundown (U) 3 61.33%

Sunnyside Up (PDC) 8 48.62%

Sunset Derby, The (FN) 1 50.00%

Sun Up (MGM) 4 39.50%

Sweet Adeline (Ch) 1 35.00%

Swim Girl Swim (Par) 1 75.00%

T

Timid Terror, The (FBO) _...2 66.00%

Tom and His Pals (FBO) 8 50.50%

Too Many Crooks (Par) 4 54.75%

Too Much Money (FN) 4 31.50%

Too Much Youth (SR) 1 65.00%

Top of the World (Par) 1 60.00%

Torrent, The (MGM) _,3 34 33%

Tower of Lies (MGM) 3 52.66%

Tracked by the Police (W) 4 69.50%

Tracked in the Snow Country (W) 2 70.00%

Traffic Cop, The (FBO) 4 77.50%

Trap (U) 2 56.50%

Trip to Chinatown, A (Fox) 4 38.75%

Triple Action (U) 3 46.66%

Trouble With Wives (Par) 1 25.00%

Truthful Sex, The (Col) 2 60.50%

Tumbling River (Fox) 1 93.00%

Twelve Miles Out (MGM) 4 69.75%

Two Can Play (AE) 2 20.50%

Two Fisted Jones (U) _...5 59.60%

Two Fisted Sheriff (A) 1 50.00%

U

Unchastened Woman, The (Ch) 1 75.00%

Underworld (Par) 1 85.00%

Uneasy Payments (FBO) 2 68.00%

Unfair Sex, The (AE) 1 63.00%

Unguarded Hour, The (FN) 5 53.00%

Unholy Three, The (MGM) 5 62.00%

Unknown, The (MGM) _...5 68.20%

Unseen Hands (AE) 1 25.00%

Untamed Lady, The (Par) 8 50.75%

Unwritten Law, The (Col) 1 27.00%

Upstream (Fox) 4 47.25%

V

Valencia (MGM) _ 8 34.72%

Valley of Bravery (FBO) 6 42.50%

Valley of Hell, The (MGM) 8 60.00%

Venus of Venice (FN) 4 62.25%

Volcano, The (Par) 5 55.80%

W

Tale of Two Cities (Fox) 1 78.00%

Taming the West (U) _ 1 54.00%

Taxi Dancer, The (MGM) 9 50.44%

Taxi Taxi (U) 9 45.55%

Tearing Loose (Ind) 1 30.00%

Tearing Through (FBO) 1 40.00%

Teeth (Fox) 1 95.00%

Telephone Girl, The (Par) 5 40.60%

Ten Commandments, The (Par) 2 91.00%

Tender Hour, The (FN) 1 40.00%

Ten Modern Commandments (Par) 3 63.00%

Terror, The (U) 3 66.00%

Terror of the Bar X (FBO) _ ...3 64.66%

Tess of the Storm Country (UA) 6 76.50%

Test Donald Norton (Ch) 1 80.00%

Texas Trail, The (PDC) 1 60.00%

Thank You (Fox) 2 22.50%

That Devil Quemado (FBO) 2 60.00%

That Model from Paris (T) 1 54.00%

That Royle Girl (Par) 3 66.66%

That Wild West (SR) _.l 40.00%

Thief in Paradise, A (FN) 2 55.00%

Thief of Bagdad, The (UA) 5 67.80%

Third Degree, The (W) 7 56.72%

Thirty Below Zero (Fox) „.9 42.00%

Three Faces East (PDC) _.7 42.42%

Three Hours (FN) 7 47.85%

Three in Exile (Tru) 1 60.00%

Three Miles Up (U) 1 61.00%

Three Musketeers, The (UA) 2 60.50%

Three Weeks in Paris (W) 5 46.20%

Three Wise Crooks (FBO) 2 38.50%

Through the Back Door (UA) 4 48.70%

Through the Flames (SR) 1 15.00%

Through Thick and Thin (G) 1 50.00%

Thundering Herd (Par) 2 85.50%

Thundering Hoofs (FBO) 2 70.00%

Timber Wolf, The (Fox) _.2 42.50%

Time the Comedian (MGM) 2 55.00%

Time to Love (Par) 4 50.50%

Start Now

Your reports on pictures
which are published weekly in
Exhibitors Herald aid in mak-
ing the Box Office Record and
Equipment Index a medium of
priceless information for the
buyers of pictures and equip-
ment.

If in the past you have not
reported on pictures, now is the
time to start. Information on
box office performance is of in-
estimable value to all exhibi-
tors.

Wages for Wives (Fox)_ 3 54.33%

Waking Up the Town (UA) 2 21.00%

Wall Street Whiz, The (FBO) —.6 62.00%

Wanderer of the Wasteland (Par) 2 82.00%

War Horse (Fox) 6 52.16%

Warning Signal, The (Ind) 2 26.50%

Watch Your Wife (U) 5 48.20%

Way Down East (UA) - 1 30.00%

Way of All Flesh, The (Par) 2 85.00%

Wedding Song, The (PDC) 1 41.00%

Welcome Stranger (PDC) 1 78.00%

We Moderns (FN) 9 50.77%

We’re All Gamblers (Par) 2 67.50%

West of Broadway (PDC) 8 56.25%

What Every Girl Should Know (W) 7 51.57%

What Fools Men (FN) 5 51.80%

What Price Glory (Fox) I 75.00%

Wheel, The (Fox) 2 29.00%

When a Dog Loves (FBO) 5 58.00%

When Clouds Roll By (UA) 4 39.75%

When Husbands Flirt (Col) 1 35.00%

When Love Grows Cold (FBO) 3 12.66%

Where Was I (U) 9 58.66%

Whirlwind of Youth, The (Par) 2 49.50%

Whirlwind Ranger (A) 1 80.00%

Whispering Sage (Fox) 8 55.00%

White Black Sheep (FN)..._ - 5 38.60%

White Desert, The (MGM) 2 20.00%

White Fang (FBO) 1 60.00%

White Flannels (W) 4 51.00%

White Gold (PDC) 4 51.25%

White Man (Pf) - 1 24.00%

White Monkey, The (FN) 1 78.00%

White Rose, The (UA) 1 50.00%

White Sheep (AE) 1 70.00%

Why Girls Go Back Home (W) 4 38.25%

Why Worry (P) - - 1 80.00%

Wife Who Wasn’t Wanted (W) 4 44.00%

Wild Bull’s Lair (FBO) 6 55.00%

Wild Horse Mesa (Par) 6 68.33%

Wild Horse Stampede (U) 7 51.00%

Wild Oats Lane (PDC) 1 66.00%

Wild, Wild Susan (Par) 2 62.50%

Winding Stair, The (Fox) 1 80.00%

Windjammer (Ray) 1 15.00%

Winds of Chance (FN) 8 59.25%

Wine (U) 2 35.00%

Wings of the Storm (Fox) 8 47.50%

Without Mercy (PDC) 1 10.00%

Wives of the Prophet (Ind) 1 70.00%

Wolf Hunters (Ray) ...1 60.00%

Wolf’s Clothing (W) 7 61.14%

Womanhandled (Par) 2 32.00%

Woman Power (Fox) 4 54.00%

Woman’s Faith (U) 1 14.00%

Woman’s Woman (UA) _.l 10.00%

World’s a Stage, The (PR) 1 50.00%

Wreck (Vit) 1 62.00%

Wrong Mr. Wright, The (U) _ 3 31.33%

Wyoming Wildcat (FBO) 5 53.00%

X Y Z

Yankee Clipper (PDC) 8 53.37%

Yankee Counsel (AE) 1 25.00%

Yankee Senor (Fox) 4 58.75%

Yellow Back (U) 8 50.62%

Yellow Finger (Fox) 5 41.00%

Young April (PDC) 7 45.57%

Youth and Adventure (FBO) 1 80.00%

Zander The Great (MGM) 2 30.00%

◄

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j

^Projectionist’s

Efficiency Equipment

1 — Motiograph De Luxe Mechanism

Fully enclosed, glass windows on both
sides of mechanism, ruggedly built, abso-
lutely no vibration, weight 65 lbs.

2 — Enclosed Door Operated Pilot

Lamp Switch

A sturdy, foolproof switch entirely en-
closed in a cast iron housing. It is positive
in action and long in life. Its operation is
entirely automatic with the opening and
closing of the mechanism door.

3 — The Hair Line Adjustment Lens

Mount

Sturdily constructed on the three point
suspension principle. Designed to hold
with absolute steadiness the heavy type
lenses now coming into popular favor.
Micrometer type focusing screw permits
accurate focusing to fine limits. Mount
may be immovably locked to position after
focusing.

4 — The Double Bearing Ball Bearing

Intermittent Movement

Time tested and true, built with the ex-

actness of a watch. All moving parts
hardened, tempered and ground. Designed
for long wear, small upkeep and perfect
performance. The ONLY ball bearing in-
termittent movement.

5 — Positive Position Framing Device

An entirely new and different arrange-
ment for framing the picture. Operated
by a convenient hand wheel and through
gearing direct to the sliding frame of the
mechanism. It positively assures framing
picture with exactness and eliminates the
tendency to “go by” which is character-
istic of the lever handle type of framers.

6 — Oil Drain and Drip Pan

An exclusive built in feature of the De
Luxe Mechanism. The mechanism base is
arranged so that all oil accumulating on it
is drained out through two hollow tubes
into the oil drip pan where it may be con-
veniently removed by taking out the drain
plug. All oil seepage to the lower maga-
zine and floor is eliminated, insuring a
clean equipment and floor.

The Projector Predominant

ENTERPRISE OPTICAL MANUFACTURING CO.
564-72 West Randolph Street Chicago, 111.

iTufiiifliifiifnM

/V(V

,JL .11

);m

-G-M

PICTURES!

By an M-Q-M Salesman M

ORGANIZATION ; M-G-M Studio has more practical f|
showmen-producers than any company. H

STARS : M-G-M has the star names that count today. ■
The public wants M-G-M stars.

M-G-M RECORD : Exhibitors want security. They know ■
M-G-M has three consecutive years of consistent good
product. An enviable record.

PROMOTION : M-G-M gets back of its product with new I
promotion ideas all the time.

YOUNG BLOOD : Exhibitors prefer to be with the com-
pany that’s young and progressive, rather than those with
routine methods and ideas.

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

»L. XXXI, No. 7

October 29, 1927

Wrn

wmmM

JOStPUINk

CLAIRE WINDSOR

■

Walter Hiers, Allen Simpson and stellar cast
Direction Hampton Del Ruth

Here is one of the snappiest comedy conceits ever concocted
for the screen. Just imagine every woman in town suddenly deciding
that she must be a blonde. Of course there vitas a reason — and it vtas
a good one — the beautiful and brainy ovilner of the only beauty shop
in town created the reason herself.

Here’s a happy combination of box-office title, a perfect wov? of a
story and pretty girls galore.

BUILT FOR THE BOX OFFICE — A GOTHAM, OF COURSE

PBOPUCTIOH

Released Regionally — Now!

LUMAS FILM CORPORATION, Sam Sax, Pres., Budd Rogers, Vice Pres., 1650 B’way, N. Y. C.

Foreign Rights, British & Continental Trading Co., Inc., 1540 Broadway, N. Y. C.

4

EXHIBITORS HERALD

October 29, 1927

'' R e a u Geste,
Way of All Flesh,

Chang,Underworld,
Firemen, Hula —
gee. Paramount
can't keep it up,
can they!” ,

" TELL IT TO
SWEENEY, kid-
TELL IT TO
SWEENEY!”

record

<IJ Yes, sir, we laid off talking about this "Tell It to Sweeney” picture till we knew from actual
box office returns that we had another big winner. Worthy to add to the smashing Paramount
specials that have made this season one continual golden harvest for Paramount exhibitors.
<J "Tell it to Sweeney”. Debut of George Bancroft (star of "Underworld”) and Chester Conklin
(unsung star of a hundred pictures) as a comedy team. Produced by Gregory La Cava, who
made "Let’s Get Married” and many other laugh hits. Paramount introduced the first comedy
team in Beery and Hatton. A mob of near-Beerys and Hattons have followed but — . Paramount
waited till we could give you another real comedy combination as good as the original.

Here it is — Bancroft and Conklin in "Tell it to Sweeney”. And — glory be, boys! — there is no
war, trench or racial, in it! No thumb and nosing. No rehash of stale
laughs. A fresh type of comedy yarn in a brand new setting. Lavishly
made, swift, smart, loaded with roars. A new era comedy — and how!

the big ones are all paramount!

October 29, 1927

EXHIBITORS HERALD

0°

- Q<& af®’

TOASTS

A'"0 '

v6

* , v6 ccoN0 -9V

V" ^ ^ ^ , '

t®° &s ,o^

•<« rot •

, VC& . r A0, < ^

«-c°- -c
wO *

f <*V <.*%* *
vAeA* A\ ^

\

(P*

,r^

V"

IJ Not only big Paramount specials
like "Underworld,” "Way of all
Flesh,” " Chang,” " Beau Geste,”
"Metropolis,” ” Firemen, Save My
Child,” etc. But exceptional star

\ pictures (like those listed below)

\

\ week after week. €| Make Par-
amount’s 100% Program stand
head and shoulders above the
field. Nothing to it this year but
Paramount — pass the good ivord
along!

i§M

mi

jS|iM3S

Clara Bow in
"Hula”

"Get Your Man”

Bebe Daniels in
"Swim Girl Swim”
"She’s A Sheik”

Thomas Meighan in
"We’re All Gamblers”
"The City Gone Wild”

Esther Ralston in
"Figures Don’t Lie”
"The Spotlight”

Richard Dix in

"Shanghai Bound”

"The Gay Defender”

Adolphe Menjou in
"Service For Ladies”

"A Gentleman Of Paris”

Florence Yidor in
"One Woman To Another”
"Honeymoon Hate”

Douglas MacLean
in

"Soft Cushions”

6

EXHIBITORS HERALD

October 29, 1927

TIFFANY PRODUCTIONS, 0 N C

1540 BROADWAY w\.w. uoffman, vice. Pres. NEW YOR.I4 NY

6XCH/ING8S 6 V&MUHSR6

Studios

shatter all
precedent in
a production
achievement

that challenges
comparison

The career of Cecil B. DeMille represents an unparalleled record of glorious
achievement. No producer or director has contributed so much to the
upbuilding and progress of motion picture entertainment. And now he
transcends his accomplishments of the past with a production achievement
unprecedented in the history of the business.

QT HREE months ago Cecil B. DeMille, after
JIL a conference with the executives of Pathe
Exchange, Inc., with which his great studio at
Culver City, California, became associated through
the merger of Pathe and Producers Distributing
Corporation, boldly undertook a production task
unparalleled and unprecedented in the history
of the business.

Plans were laid for the production of twenty-six
program pictures embracing stories of an unusual
and sensational type, with stars and players of
proved reputation and ability; ten big DeMdlc
Studio Specials, based on famous stories and plays
offering the maximum in showmanship and exploi-
tation possibilities; and three or more super special
road show attractions, including one Cecil B. De
Mille personally directed picture.

The entire industry marvelled at the size of
the undertaking. In Los Angeles, center of the
production activities, sceptics wondered at the
mere physical obstacles entailed.

The first move in this gigantic task was to
consolidate under one management all the produc-
tion activities that for the past two years had
been distributed between the DeMille Studios,
Culver City, and the Metropolitan Studios in
Hollywood.

A development of outstanding importance in
the work of remoulding the great organization was
the perfecting by Mr. DeMille of an association

BOD
LA BOCQUE

THE FIGHTING
EAGLE

with

PHYLLIS HAVER
A Donald Crisp Production
Adapted by Douglas Z. Doty

from "The Adventures
of Gerard”

by A. Conan Doyle

HOUR.

with Harrison Ford
and Seena Owen
Adapted by Zelda Sears
from "The Azure Shore”
by Frederick and Fanny Hatton
Directed by E. Mason Hopper

WILLIAM

BOYD

in

THE

NIGHT FLYER.

Supervised by JAMES CRUZE

with Jobyna Ralston

Adapted by Walter Woods

from the story by
Frank Spearman

Directed by Walter Lang

DOCTOR.

with

Rudolph Schildkraut
Junior Coghlan
Virginia Bradford
and Frank Marion

Screen play by
Beulah Marie Dix

Adapted from stories by
Izola Forrester and Mann Page

Supervised by
Bertram Millhauser

Directed by Rupert Julian

with James Cruze whereby this famous director
will contribute to the Pathe-DeMille Program.
Backed by the entire resources of the DeMille
Studios, Mr. Cruze will undertake the production
of six or more high-powered box-office attractions
typical of his best. First of the pictures personally
directed by James Cruze will be Marie Prevost’s
initial starring picture of this season, “On To Reno.”

In the midst of early production, fire swept the
DeMille Studios, completely destroying one big
stage, property building, paint shop and equip-
ment valued at more than $200,000. The follow-
ing day every scene that had been scheduled was
taken as if disaster had not touched the studio.
And within a week a new great stage, the largest
in the world, measuring 300 feet in length and
more than 200 feet in width began to take form
over the still-hot ashes of the ruins.

Scores of the screen's tnosLj
successful pictures testify to
the showmanship genius of
this great director. His first
for Pa the will be "On to
Reno”, starring Marie
Prevost.

CHICAGO

with PHYLLIS HAVER
Victor Varconi, Virginia
Bradford, T. Roy Barnes,
May Robson, Julia Faye,
Robert Edeson and
Clarence Burton
Adapted by Lenore J. Coffee

from the famous stage hit by
Maurine Watkins

Directed by Frank Urson

Under the personal supervision
of Cecil B. de Mille

with

Joseph Schildkraut
and Julia Faye
Adapted by Olga Printzlau

from the story
by Albert Payson Terhune

Supervised by Walter Wood*
Directed by Karl Brown

VERA

yi

EVENT

with Rudolph Schildkraut,
Julia Faye, Charles Delaney
and Robert Armstrong

from the story "That Makes l
Even” by Paul Allison

Con t i n u i t y

One of the finest studio organizations in history,
the nucleus of which was to be found in the pre-
vious DeMille and Metropolitan units, was welded
into a greater DeMille Studio, dedicated to the
production of screen entertainment of superlative
quality.

The first picture of the new organization —
Rod La Rocque in “The Fighting Eagle” — a Donald
Crisp Production, which had its premiere at the
Mark Strand Theatre in New York and was sub-
sequently shown throughout the country, was
received with acclaim.

Following are some of the enthusiastic com-
ments of the press:

‘A picture play of delightful heroics N. Y. MIRROR

“A well-directed and pictorially lovely screen melodrama .”

N. Y. HERALD-TRIBUNE

“Donald Crisp has handled this chronicle with imagination and Rod
La Rocque enters into the spirit of the young hussar officer in a de-
lightful fashion. ” N. Y. TIMES

“One of the most delightful pictures of the year . A notice to the trade
of big and fine things to come.” MOTION PICTURES TODAY

“Thrilling Fare.” DETROIT EVENING TIMES

“ Lavishly Lovely.” N. Y. DAILY NEWS

“You’ll like ‘The Fighting Eagle.’ Dressed to a Queen’s taste.”

DETROIT FREE PRESS

“A very fine picture , replete with stirring action.”

N. Y. Morning telegraph

“Intelligent and amusing. ” N. Y. WORLD

VAN

WINKLE

with

RUDOLPH

SCHILDKRAUT

Adapted by Clara Beranger

from the novel by
Washington Irving

Directed by
William C. de Mille

MARIE

PREVOST

in

A BLONDE
FOR A NIGHT

by Willson Collison

THE WRECK
OF THE
HESPERUS

with

Virginia Bradford,
Prank Marion, Alan Hale
and Sam de Grasse

Suggested by
Henry Wadsworth
Longfellow's famous poem

by Harry Carr and John Farrow
Directed by Elmer Clifton

LET 'ER GO
GALLAGHER

with JUNIOR COGHLAN

Adapted by
Elliott J. Clawson

from the story by
Richard Harding Davis

“Excellently produced; direction and acting being of high order.”

HARRISON’S REPORTS

“La Rocque's performance genuinely delightful .”

EXHIBITORS DAILY REVIEW

“Enjoyed it as much as any picture -we hare seen in a long , long
-while” N. Y. EVENING WORLD

“ Good popular entertainment, excellently mounted and nicely played.”

Cleveland plain dealer

The release of this great attraction early in the
fall season as a help to exhibitors exemplifies the
showmanship foresight that has marked Mr. De
Mille’s career in the business.

Then followed “The Country Doctor,” a Rbipert
Julian production under Bertram Millhauser’s
supervision, featuring Rudolph Schildkraut, Junior
Coghlan and two new personalities, Virginia
Bradford and Frank Marion.

On the heels of the tremendous success achieved
by “The Fighting Eagle”, “The Country Doctor”
was eagerly booked by first run theatres
throughout the country. It registered an instan-
taneous hit and is rated the greatest rural classic
since “Way Down East”. Never has a picture re-
ceived such an avalanche of favorable newspaper
comment !

“A tense human drama.” CHICAGO EVENING POST

“A great feature. Directed with rare skill. Schildkraut gives a char-
acterization that -will stand out in your minds a long, long time.”

CHICAGO TRIBUNE

“A masterful production. Will probably be one of the most popular
and successfid pictures of recent years.” EUGENE V. BREWSTER

THE ANGEL OF
BROADWAY

with Victor Varconi
May Robson and
Clarence Burton

From a story by
Lenore J. Coffee

Directed by Lois Webei

with Hardson Ford
Franklin Pangborn
Kathryn McGuire and
Harry Myers

An Erie C. Kenton Production

Adapted by
F. McGrew Willis

from "The Girl in Upper C”
by Willson Collison

Supervised by
F. McGrew Willis

THE

LEOPARD

LADY

with Jaqueline Logan,
Alan Hale and
Robert Armstrong

by

Beulah Marie Dix

Supervised by
Bertram Millhauser

Directed by
Rupert Julian

“A picture worth making a special effort to see/*

Chicago evening post

“The finest rural classic since ‘IV ay Down East*.**

CHICAGO DAILY NEWS

“A work of art and fine entertainment. Rudolph Schildkraut*s perform-
ance is a masterpiece.” PHOTOPLAY

“Splendidly produced and will hold your interest every minute.**

Chicago evening American

“If all the pictures 'were as good as ‘The Country Doctor * I •wouldn’t
have the heart to take pay for my job. **

Chicago herald and examiner

“A fine picture that spells box-office.” EXHIBITORS DAILY REVIEW

“One of the most meritorious and genuinely interesting pictures the
Palace has shown this season.” CLEVELAND PLAIN DEALER

“Rudolph Schildkraut is a credit to the screen and in ‘The Country
Doctor * he is at his best. Screen entertainment worthy of anyone*s
time.” Cleveland news

These two great attractions are only a slight
indication of the bigger things to come, and Pathe
Exchange, Inc. as Distributors are proud to pay
tribute to Mr. DeMille and his associates for the
successful accomplishment of a tremendous pro-
duction undertaking.

Prints on “The Fighting Eagle”, “The Country
Doctor”, “His Dog”, “The Rush Hour”, “Almost
Human” and the first big Leatrice Joy starring
vehicle for the new season, “The Angel of Broad-
way”, have been shipped to all Pathe Exchanges.

In addition to the foregoing array of hits,
photography has been completed on “The Wreck

LEATRICE

JOY

in

THE BLUE
DANUBE

Adapted by Paul Sloane
from the story by John Farrow

Directed by Paul Sloane
under the

personal supervision of
Cecil B. DeMille

with Kenneth Thomson

Screen play by Clara Beranger

Suggested by "The Bar Sinister”
by Richard Harding Davis

Directed by Frank Urson

of the Hesperus”, “The Wise Wife”, “The Girl in
the Pullman”, James Cruze’s first production, “On
To Reno”, “The Forbidden Woman”, “Dress Parade”,
“The Main Event” and “My Friend from India” —
a high-powered, diversified group of box-office
attractions that represent the superlative in mo-
tion picture entertainment.

In the list of Big Attractions now in produc-
tion are several of actual road show calibre,
including “Chicago”, from the sensational stage
success, “The Blue Danube”, “The Leopard Lady”,
“The Night Flyer”, “Let ’Er Go, Gallagher”, “Rip
Van Winkle” and “A Blonde for a Night”.

Here is a production program
' without parallel in the industry.
Motion Picture history is being
made and Cecil B. DeMille is
' writing its most significant page.

Fafhe Exchange. Inc.

DeMille Studio pictures - rathe' News

PATHE' WESTERNS - PATHE SERIALS - PATHECOMEDIES

Producers International Corp., 130 West 46th St., New York Member of \lotion Picture Producers and Distributors
WILLIAM M. VOGEL, General Manager, Foreign of America, Inc.

DistrihutorsofDeMilleand Metropolitan Studio Productions WILL H. HAYS, President

William Sistrom presents

WILLI) I ;
BOYD

in

DRESS

PARADE

with Bessie Love

A Donald Crisp Production

Screen Play by
Douglas Z. Doty

from the story by
Major Robert Glasburn
Major Alexander Chilton and
Herbert David Walter

William C. do MLlle presents

THE

WISE

WIFE

with

PHYLLIS HAVER

Tom Moore, Jacqueline
Logan and Joseph Striker

Adapted by Zelda Sears
and Tay Garnett

from the story by
Arthur Somers Roche

Directed by E. Mason Hopper

NT FRIEND
FRON
INDIA

with

FRANKLIN

PANGBORN

and Elinor Fair

Adapted by Rex Taylor

from the famous stage farce
of the same name

Supervised by
F. McGrew Willis

Directed by E. Mason Hopper

October 29, 192 7 EXHIBITORS HERALD

$1 (^Tulletin BOARD ^

%

id

^jetr

[ remember

when other
co m pan ies
were foremost
in the news
Now i t s

Mctro-Goldw
Mayer j

ayer

LIVE WIRE EXHIBITOR!

MARGARETVELLE, N. Y.— Clarke Sanford
of the Galli-Curci Theatre has aroused pub-
lic interest by the introduction of the most
unusual short pictures ever shown here.
Among them are a series of U.F.A. Oddities
produced in far corners of the earth, as well
as an all-Technicolor picture called “The
Flag.” Mr. Sanford says his new idea has
met with gratifying public response.

HOLLYWOOD EXCITED!

HOLLYWOOD, CAL. — News has spread
fast here about the surprise preview showing
given by Ted Buell of West Coast Theatres
to Marion Davies’ new production, “The
Fair Co-ed.” Local opinion declares it is
the biggest success since this Star’s “Little
Old New York.”

BROADWAY BUSY!

NEW YORK, N. Y.; — Theatrical history is
being written this Fall along the Great White
Way. Broadway watched the big Capitol
Theatre pack them in last week with Ramon
Novarro in “The Road To Romance” which
shattered every record at this house. Another
attraction that is enjoying trade attention is
“The Garden of Allah,” breaking Embassy
records in its 9th week at twice-daily
legit prices.

*

STUDIOS ACTIVE!

CULVER CITY, CAL.— Probably the most
active studio on the West Coast right now is
Metro-Goldwyn-Mayex*. Officials watching
the completion of “West Point” starring
William Haines regard it as his greatest
work thus far. Lon Chaney has finished a
new role in which he plays a hypnotist and
great secrecy is being maintained about it as
the surprise picture of months. Chaney has
commenced to fim a thrilling underworld
story. John Gilbert is being congratulated
on “Man, Woman and Sin” which, observers
predict, will be more popular than this star’s
“Flesh and the Devil.” Fifteen units are work-
ing day and night at this mammoth studio.

BERLIN CHEERS FILM!

BERLIN, GERMANY — The biggest ovation
ever given a film was accorded “Flesh and
the Devil” at the Gloria Palast. M-Cr.M pic-
tures are favorites here.

DETROIT SEEKS
RECORD!

DETROIT, MICH. — The Madison Theatre
seeks the record for longest run of “The Big
Parade” at popular prices. This film marvel
is now in its 4th week. It played 3 weeks at
the big Capitol, N.Y. and is enjoying other
amazing extended runs at popular prices.

Vou betJAnd those
M.G M fellowsarc
wise. They're not
res on their

laurels like former]
leaders. They're1
1 od i n9- r i t ahead

6and°doing*better y

" all the time

ff/^ARL LAEMMLE— Merchant! ” says William A. Jll
Mr. Johnston! MERCHANT— that’s the word. You s£
MERCHANDISING.” That’s the truth. And that express
CHANT for twenty-two years. And a MERCHANDISE think
His eyes and ears on the public. His hatreds: Fluff and Burl
CONSUMER wants! Make your DEALER a PROFIT every tir
and the Kellys” a great example of MERCHANDISING? Eigi
the Canary ” another? You said it! Isn’t that “Big Qv
SEATS, another example of MERCHANDISING? Yessir! An
THE PUBLIC! That’s MERCHANDISING. That’s Ca
know it. They may switch from “one” to the “other1
That makes PROFITS. Years ago— last year— this yes

Universal Protects %

i tr Brick and Mortar

ton editorially in the Motion Picture News. You said it,

I

again— “The salvation of this industry will be efficient
'irl Laemmle. MERCHANT! He has been a picture MER-
i d do-er for years before that. Has his feet on the ground.
Ils hobby: “Give the EXHIBITOR the MERCHANDISE the
and you are MERCHANDISING! ” Wasn’t “T he Cohens
ousand exhibitors shout, “YOU BET!” Isn’t “T he Cat and
'oup,” built from the ground up by showmen to SELL
lose “Super 'Shorts” — each with a definite SALES ANGLE TO
lemmle. All his life. That’s Universal. Exhibitors
it never from Universal! They get MERCHANDISE.
YEAR IN AND YEAR OUT!

Ipi

y,;V -

£ J- Calvert Harry Se.rn.eis

Walter Miller

plena Rat/

rank Laxktetn -

that spell 10 weeks of
BIG BUSINESS with PATHESERIALS

— smashing big first-run attractions in io episodes
of two reels each. Two reels of glorious entertainment
that will fit into any program, and a thundering
climax at the end of each chapter that leaves your
audience breathless and craving more. A sure-fire
attraction that brings them back week after week.
Thousands of wise showmen are building patronage
and goodwill and coining the dollars with PATHE-
SERIALS.

GET YOUR SHARE

Patheserial

Rickard Neill

Laura Alberta.

ALLENE RAY

WALTER MILLER

Directed by Spencer Gordon Bennet

Story and Scenario by George Arthur Gray

ARR*KEHT W,fTr,

"St*U>R£?S*turday i n;A]y ARTjrj j

I,. ;5 1

B

■

■

IB

October 29, 1927

EXHIBITORS HERALD

ijH

dP^C

W

Fox Film Corporation

HEAD OFFICE WEST 55™ STREET. NEW YORK

•“'.EPMONE COLUMBUS 3320 CABLE ADDRESS FOXHIM-NEW YORK

tfU.:

j2Coijhf

(nq f /

-ts=o. J&a-dattL!

CJ(nTj^-(^etaM_ ad-

just/p<ztuAjL. &jud- &Q~nU-
_ ctuAMyy ~tZvt^(Zufi> -^<^"5,

cbiUscnsi., OlulCL.

Tf « i/ — /

A -3T.Z?

WILLIAM FOX Presents

VERY CONFIDENTIAL”

with

MADGE BELLAMY

Patrick Michael Cunning — Mary Duncan

Story by James K. McGuinness

JAMES TINGLING Production

12

EXHIBITORS HERALD

October 29, 1927

There is one STANDARD
by which all other " Westerns ” are gauged
That is the standard set by

ldmHM

This season sees Mix

with TONY the

WONDER HORSE

at their best in

"TUMBLING RIVER”

with Dorothy Dwan
Lew Seiler Production

"SILVER VALLEY”

with Dorothy Dwan
Benjamin Stoloff Production

"THE ARIZONA WILDCAT"

with Dorothy Sebastian
R. William Neill Production

“Westerns” are “Westerns” always

-with

n Cc ICilln ^ vv/* J

the exception of Tom Mix productions; they
are different ! Mix pictures are played and
replayed, remembered, talked about,
watched for. They are depended on by many
Exhibitors as “rent payers”. Despite the ful-
some advertising of other Western stars the
fact remains that in the class of Western
productions Tom Mix pictures are supreme.
Here is one test — infallible? Tom M!ix

pictures bring the highest price of any
Western productions. The crowds that
storm your theatre when you play Mix pic-
tures give you the answer. Mix pictures
today, as for many years past, are
in a class by themselves.

\

October 29, 1927

EXHIBITORS HERALD

13

Who Has the Most Heart-Warming Grin inAmerica ?

When his flashing smile lights up the screen, Pallid
Care and Wrinkled Worry scramble for the nearest exit.
And that goes for you as well as for your audience.

There never has been a more delightful or more lovable
kid on the screen. No man, woman or child can resist
his heart-gripping appeal.

And he is endowed with amazing talent. "Big Boy” is
such a remarkable performer he does not seem to act his
parts; he seems to live them.

If you ever had a chance to make big profits with Short
Features, you have it in "Big Boy” -Juvenile Comedies.
Clean, sparkling, spontaneous fun. Backed by national
advertising; supported by some of the finest exploitation
tie-ups on record. And eight chances this season to cash
in on "Big Boy’s” fast growing popularity and power.

You can promise your
patrons a dandy "Big Boy”
comedy in "She’s a Boy.”
The little fellow’s name has
become synonymous with
quality entertainment, and
this particular two-reeler is
in better form than ever. It
is interesting to watch the
progress of a kid actor, see
how he is expanding and
growing more varied in his
appealing art. "Big Boy”
has assumed new expres-
sions and the intelligent

youngster responds wonder-
fully under the direction of
Charles Lamont. . . . "Big
Boy’s” slim little frame has
passed the toddling stage.
The kid is growing up, not
only physically, but adding
additional strength and
charm to his natural Thes-
pian powers. We are sure of
one thing, that he is the
most inviting and attractive
kid actor on the screen to-
day. . . .

Motion Picture News.

BIG BOY in "SHE'S A BOY ”

^QcLuxxitlGruxJL (Hctu/izY)

"THE SPICE OFTHE PROGRAM”

r

Member, Motion Picture Producers and Distributors of America, Inc., Will H. Hays, President.

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Kisses — Comedy — on X
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I vibrant, knock-’em-dead MARY
I AS TOR and handsome, high
I stepping LLOYD HUGHES . . .
* Mervyn Leroy directed this
'ml with one foot in the Box-
Office and the other A
in the Bank!

First of tfie4 AJICR-H UGMEf YOJII fPEmif fro

FIRST WATICIIA

EXHIBITORS

HERAL

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A, Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-16 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

In This Issue —

l^TEW ENGLAND chain war seen between Paramount and K-A;
** ^ Publix is believed to be getting Poli circuit’s 19 houses; Keith-
Albee agents obtaining sites.

ANNUAL Trade Practice conferences voted by groups’ chair-
men; Hays says meeting removed suggestion that block book-
ing forces showing of objectionable films.

TpILM offerings for second quarter tabulated; Wide variety pre-
I sented for next three months — W. H. Clune dead; Estate esti-
mated at twenty millions.

1\ /T1CH1GAN reviews conference at M. P. T. O. convention;
^ VX Trade meeting not in vain, Richey tells exhibitors; Hall elected

DEPARTMENTS

president; Kalamazoo gets next session.

Short Features 33

Presentation Acts 35

The Theatre 47

The Film Mart 45

Classified Advertising SO

The Box Office Ticker 57

“What the Picture Did for Me” 51

IT OURTH bombing outrage perpetrated
in Twin City strike; Policeman hurled
to sidewalk by explosion at Hennepin-
Orpheum; Three arrests made.

C TAN LEY COMPANY earns $3,700,000

k'-' in nine months; Best status in history

Sam Warner wills residuary estate to

three brothers Col. Joe Miller dies.

FEATURES

Los Angeles, by Ray Murray.... 28

Pictorial Section 29

Re-Takes 29

Service Talks, by T. O. Service 44

Letters from Readers 49

Chicago, by W. W 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

TAE MILLE’S coming film, “The Atheist,’’
* majr tread upon toes of atheists, so

they protest Promoter of film tour is

arrested on theft charge.

TWI ORGAN succeeds Skirball in First
National foreign general managership
Lasky to attend “Wings” Chicago pre-
miere at sales convention.

[ ANKFORD, blue law agitator, plans to
put one over on Congress, is charge;
Fred Rath resigns as Paramount’s assistant
advertising manager.

W 7ELSH becomes personal representative
* * of Carl Laemmle; Nat Rothstein, ex-
ploitation manager, adds duties as head of
Universal’s advertising.

' I 'IFFANY wants to buy studio for ex-

pansion program Robert J. Horner

arrested Large independent picture pro-

ducing plant at Burbank planned.

ly/TAYOR runs drug store Sunday but

bars Sabbath shows $50,000 fire

damages Whiteside theatre at Corvallis,
Ore. Patrons leave unhurt.

“Better Theatres” Appears as Section II
of This Week’s Issue of the “Herald”

18

EXHIBITORS HERALD October 29, 1927

EXHIBITORS

H E KALB

Qjfie independent ‘tBlm Hade ^ aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week. The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI October 29, 1927 No. 7

Federal Guidance

WHAT will probably prove to be the greatest accom-
plishment of the Trade Practice Conference, held
recently in New York, is the movement which is intended
to arrange for periodic meetings at which representatives
of the various branches of the industry will meet for
discussion and agreement on details of trade relation-
ships.

It is a fact that the business of leasing motion pic-
tures involves many unique difficulties. It is not at all
surprising that abuses and inequalities have grown up
apace with the development of the business. And it is
further a fact that in hardly any of the controversial
matters can an iron-clad, positive solution be immedi-
ately submitted by anyone, either inside or outside the
trade.

Practically any adjustment or agreement that may be
arrived at now may be found even a few weeks or months
later to be decidedly out of tune with existing conditions.
Hence the only plan that promises relief is one under
which there would be some arrangement which would
permit of periodic meetings at which revised adjustments
and agreements could be laid down.

It is now quite plain that the government has decided
to take a hand in the motion picture business. Whether
this will prove to be a good thing or a had thing for the
industry remains to be seen. But, in the meantime, the
condition may be accepted as a fact. It may develop
that because of serious differences of opinion among
representatives of the various branches of the business no
substantial progress could be made along the line of iron-
ing out these differences in ’round-table meetings if it
were not realized by all concerned that unless abuses are
voluntarily corrected the government will take a hand.

-X- -X*

Status of Block Booking

THE Block Booking question stands in a very in-
teresting light. In its decision against Paramount
Famous Lasky Corporation the Federal Trade Commis-
sion made its position unmistakably plain on this question.
Although the attitude of the commission was made very
plain there still remained considerable doubt as to just
what practical effect this would have. But developments
incidental to the Trade Practice Conference have placed
the question in a new light. It now looks as if not only

Paramount but the whole industry with it will have to
do something about Block Booking.

It appears that some sort of a compromise short of an
entire elimination of the Block Booking practice will
have to be arrived at. Producers are unanimous in their
demand for Block Booking, with the exception of a few
of the small independent firms who, although they would
like to sell what pictures they have in blocks, still see an
advantage in the elimination of the practice because this
would tend to leave available for their efforts more the-
atre time. Exhibitors, however, are divided; the the-
atrical circuits want Block Booking and even some of
the small independent operators want that practice con-
tinued.

In view of the facts as the trade knows them it is
surprising that the Federal Trade Commission has taken
a firm stand on the matter. However, the commission
has announced its decision and has offered no indication
of a change of mind. It may, therefore, be concluded
that the commission will exert every possible effort to
see that its decision is enforced.

-X- -X- *

Territorial Operation

^ HE retirement of Publix Theatres, Inc., from Kansas
City in favor of Loew, Inc., is an interesting deal.
None of the principals concerned has issued any explana-
tions of the move but it is being commonly accepted as
an indication of the greater desirability of territorial the-
atre operation over national theatre operation.

This deal is being interpreted by many as meaning that
the directors of these two leading circuits are intent
upon avoiding extravagant competition and that it is their
policy to avoid uneconomic features involved in parallel
organizations in the various territories.

The proposition of territorial operation seems to be
prospering. Meanwhile prospects of any really national
chain of theatres numbering in excess of a thousand are
growing dimmer.

■X* * *

Foreign Markets Danger

EVIDENCE accumulates as to the difficulties that are
and will be imposed upon the foreign film situation
through the acquisition of foreign theatres by American
producers and distributors. While foreign trade has been
constantly becoming more difficult there are reasons for
believing that the actual operation of theatres in the
overseas countries will do more than anything else now
apparent to multiply the difficulties of the situation.

Almost generally abroad legislation has been resorted
to for the purpose of assisting the domestic industry and
handicapping the activities of the American industry.
The method of procedure has been worked out and is
now operating. In many cases it will need only to pro-
gress a little further and the point will be reached where
profitable operation by American companies will no
longer be possible.

*X- -x- *

Community Prosperity

GREAT deal of significant information on the point
\ of the standing of a motion picture theatre as a
community asset is brought out in a survey, the^results
of which are published in the current issue of Better
Theatres,” which appears as section II of this issue of the
HERALD.

This survey is intended to reveal the influence of the
motion picture theatre upon commercial prosperity in
its community. The results disclosed in the survey are
little short of sensational. Persons whose local connec-
tions qualify them to speak declare most emphatically
that the motion picture theatre is the preeminent agent
of community prosperity.

October 29, 1927

EXHIBITORS HERALD

19

New England Chain War Seen
Between Paramount and K-A

Publix Believed Getting
Poli Circuit’s 1 9 Houses

Keith-Albee Agents Already Are Obtaining Sites for
Theatres in Half Dozen Cities

(Special to the Herald)

NEW YORK, Oct. 25. — A theatre war in New England between Paramount
and Keith-Albee is believed to be in the making, as a result of the sale of
the 19 Poli theatres to Max Schulman of Boston.

Believe Paramount Will Get Poli Chain

When the fog is cleared away from the purchase, which is said to have
been at a price of $22,000,000, it will be found, according to belief, that the
Poli houses will be doing business under the Paramount — or Publix — banner.

Promoter of Film
Tour Is Arrested
on Theft Charge

(Special to the Herald)

‘HOLLYWOOD, Oct. 25.— William Mid-
dleton, also known about town as “Com-
modore” Billy Worth, who recently estab-
lished himself in the Palmer building as
president of the “Universal Press Bureau”
was arrested last Wednesday on a charge
of grand theft growing out of an asserted
motion picture promotion deal that failed
to materialize.

Middleton according to the complaint
was to conduct an around the world film
tour, and collected $500 from F. W. Spoil-
man as a “deposit of good faith.” Before
starting the tour, he induced Spellman to
make a tour of California theatres to sell
a film of Middleton’s with the added at-
traction of an aviatrix, “Patsy Smith.”
Spellman said he never saw Miss Smith
and never got his $500 back, and also
that he was unsuccessful in booking Mid-
dleton’s film.

Mayor Runs Drug Store
Sunday, But Bars Shows
On Sabbath, Is Alleged

(Special to the Herald)

AUSTIN, TEXAS, Oct. 25.— Although
Mayor McFadden’s drug store is open on
Sundays in violation of the law, it is al-
leged, he insists that the theatres remain
closed, according to J. J. Hegman, operator
of the Crescent theatre here. “I believe
the business interests that are tired of
making a morgue of Austin on Sunday
would finance an election just to see how
people stood on the question,” stated Mr.
Hegman when he quoted the mayor as say-
ing that “The people do not want Sunday
shows.” Austin is just about the only
town of 15,000 population in Texas that
does not permit shows to operate on Sun-
day.

$50,000 Fire Damages
Corvallis, Ore., Theatre;
Patrons Escape Unhurt

(Special to the Herald)

CORVALLIS, ORE., Oct. 25.— Fire,
sweeping from the proscenium at the top
of the stage, to the balcony, practically
destroyed the Whiteside theatre here with
an estimated loss of $50,000. All equip-
ment was lost although the building re-
mained standing. No one in the theatre
was injured and there was no disorder in
the crowd, composed principally of college
students. The showhouse was opened in
1923 and cost $110,000. It was one of the
largest in the state outside of Portland.

New Congressman Balks
at Federal Censorship

(Special to the Herald)

PORTLAND, ORE., Oct. 25.— Franklin
F. Korell, elected to Congress, in an address
before the National Picture League said
he favored censorship of motion pictures
to a certain degree, but was not prepared
to endorse it as a federal function since he
had not given it sufficient study in the
Swope bill.

The decision of Keith-Albee to invade
New England and build theatres in many
of the towns in opposition to the Poli
houses follows the sale to Schulman.
The reasons for linking the deal with
Paramount are as follows:

Schulman, the purchaser, has for many
years been associated with Nathan
Gordon, who several years ago sold his
fine Boston properties to Paramount, the
deal being negotiated by Harold Frank-
lin, before the latter was succeeded by
Sam Katz as head of the theatre depart-
ment.

As corroborative evidence that Para-
mount will get the Poli houses is
pointed out that Harry Marx , now gen-
eral manager of theatre operation for
Publix , will become general manager
of all the Poli chain January 1.

No official announcement has been
made of Mr. Marx’s elevation but it is
common knowledge around the Para-
mount offices that he has been selected
for the job, and shortly will begin turn-
ing over his present duties to others.

According to what is believed to be
authentic information $500,000 was paid
by Schulman as a binder on the-$22,000,-
000 purchase price, with $4,000,000 more
to be paid in January. According to
the contract, it is said, if the January
payment is not forthcoming, Schulman
stands to lose the $500,000 originally paid
and the houses revert to Poli.

Deal Wipes Out Old Pledge

The Keith-Albee phase of the new
fight for New England patronage
through the building of new theatres has
a historical angle to it.

Many years ago, owing to the personal
friendship existing between B. F. Keith

and Sylvester Z. Poli, an agreement was
entered into which kept Keith theatres
from invading the Poli towns of New
Haven, Springfield, Bridgeport, Worcester,
Waterhury and Meriden. This agreement
prevailed after the dea'h of Mr. Keith and
would have lasted as long as Poli owned
the theatres.

Now, however, things are different and
the Keith-Albee people have declared
New England open territory. Already
agents are at work obtaining sites for
Keith-Albee houses in all the above
named cities, and an intensive building
program will be entered into shortly
after the first of the year.

Circuit on Market Two Years

“The Poli circuit has been on the
market for the past two years and every
theatrical man in the country has been
approached to purchase the same, but
on account of the price being so high
it has been hard for them to realize that
there could be any profit after the carry-
ing charges were deducted from the
earnings,” says a statement issued from
the Keith-Albee offices late last week.

“Mr. Poli has booked his vaudeville
attractions in the Keith-Albee office for
the past twenty years or more. It has
been the custom of this office to respect
and protect their clients’ interest; there-
fore, we have remained out of this ter-
ritory during all this time.

“Now that this announcement of a
sale has been made, the Keith-Albee of-
fice has no further obligations, and
agents are at work securing sites for the
erection of Keith-Albee major theatres,
which are considered to be the finest in
the world. Other interests will be con-
nected with the Keith-Albee in this ven-
ture.”

DeMille’s Film, “The Atheist” May Tread
Upon Toes of Atheists, So They Protest

(Special to the Herald)

NEW YORK, Oct. 25. — The American Association for the Advancement
of Atheism is quite alarmed these days over pictures that are alleged to be
treading on the toes of the Atheist movement. They have just sent a protest
to Will Hays and Cecil DeMille against DeMille’s proposed production of
“The Atheist.” “This announcement following your two recent pictures,
‘The King of Kings’ and ‘Ten Commandments,’ creates for us a crisis,”
stated the protesting telegram to DeMille. ‘Should you proceed to foster
prejudice against us we shall everywhere protest showing of ‘The Atheist.’
Religious propaganda is out of place in the movies.”

The letter of protest to Will Hays gave this note of plea: “As czar of the
movies, will you not exert your power to prevent the production or, if pro-
duced, the showing of ‘The Atheist’ in its proposed form?”

20

EXHIBITORS HERALD

October 29, 1927

NEW YORK. — Charlie Raymond dis-
covered a terrible mistake being made
when two flappers sat down in the Astor
lobby and didn’t cross their legs. . . .

Jimmy Walker is now being slated for a
big movie job by the gossips, but it s a
safe bet he won’t take it. . . . Pete

Harrison some day is going to find a film
gathering where he can tell how many
exhibitors he represents. . . . Al Cohn
leaves for the Coast this week after writ-
ing! a scenario while he was loafing in
New York. . . . Abe Carlos, looking hale
and hearty, blew in from the Coast last
week and will stay here for a month or
two. . . . Jesse Lasky says he isn’t going
to quit Paramount and hopes those rumor
birds will lay off him. . . . Cliff Lewis
has succeeded Fred Ralh as assistant to
Russell Holman in dealing out that good
advertising. . . . Eddie Klein, after a

long sojourn abroad, is again taking his
lunches in the Hunting Room. . . . Al
Selig made a trip down to Baltimore to tell
them something about Tiffany’s good pic-
tures and found they knew all about them.
. . . Arthur and David Loew accompanied
their mother on a six weeks trip to Europe,
departing last week. . . . George Reddy,
after trying out the publicity game on the
Coast, is back and says he likes it better
here where there’s not so much competition.
. . . Major Bowes wore a nonshrinkable
smile last week, and why not, with a
$95,000 gross for the first week of the new
show at the Capitol. . . . Ray Johnston
is another New Yorker back on Broadway
after two months on the Coast. . . .
Vivian Moses exhibited a new brand of
French, imported from South Carolina, in
introducing Dr. Ludwig Berger at the Ritz
luncheon last Friday. . . . Charley Beahan,
story editor of Pathe, has returned to New
York after two months spent at the Coast
studio. . . . Glen Allvine, who has con-
tracted a habit of changing jobs, has quit
the Colony here and joined the Fox pub-
licity forces at the West Coast studio. . . .
Mort Shazv has joined up with Screen
Announcements and still he doesn’t wear a
hat. . . . Ray Hall, editor of Pathe News,
is making a rep for himself as a radio
broadcaster, and strangely he always talks
about Pathe News. . . . Bill Morgan is
going from our midst, and while we hate
to lose him, we’re all rejoicing over his
getting the big European job with First
National. . . . Jack Noble, one of our
best golf playing directors, is here from
the Coast for a short stay. . . . Henry

King ended his long stay here last week
and went back to the Coast and to work.
. . . Larry Darmour, producer of F B O
comedies, is here from the Coast for a
talk on production with the home office
executives. . . . Hal Hodes is off on
another two months trip to the Midwest
and West in the interests of Universal
short features. . . . Artie Stebbins is now
in England and if they don’t watch out
those big English picture people will find
themselves insured for large policies.
. . . Dr. Ludwig Berger, guest of honor
at a newspaper luncheon, surprised every-
one by making a short speech in English.
... I. E. Chadwick has returned to the
Coast after a short stay in New York.
. . . R. Fulton Dawes, of Fox Film Co.,
Limited, of London, is visiting the Fox
offices in New York. — SPARGO.

Eight F B O Films Play Broadway

tfTT Unusual is the record of F B O, owning no theatres, in playing eight pictures in
□J nine Broadway theatres since summer. They are: “Moon of Israel,” Roxy, week
of June 25, and Cameo, week of July 16; “The Gingham Girt,” Capitol, opening
July 16; and the following at the Hippodrome: “The Great Mail Robbery,” July 18;
“Judgment of the Hills,” August 1; “Clancy's Kosher Wedding,” September 5;
“ Shanghaied ,” September 12; “Racing Romeo,” October 17; and “The Harvester,”
end of October.

A tense moment in “Tile Great Mail Robbery”

From “Moon of Israel”

October 29, 1927

EXHIBITORS HERALD

21

Theatres Win Bout Film Round

Warner Wiik c*n play LegaUy in Any
Residuary Estate U« S* Jlld§6 Holds

to Three Brothers Exhibitor Need Fear No Interference if Film Not

Received from Common Carrier

Fight films can be shown legally in any theatre in any state in the country,
according to a decision made by United States District Court Judge Goddard

in New York, and District Judge J. W. Thompson held the screenings
are legal in Pennsylvania.

Exhibitors showing fight films need fear no trouble provided the exhibitor
does not receive the films from “a common carrier, express company or agent

thereof,” the New York ruling shows.

Ruling Made at Grand Jury Request

The interpretation of the statutes was made at the request of the federal
grand jury in New York which is investigating the exhibition of the
Tunney-Dempsey fight pictures.

(Special to the Herald)

NEW YORK, Oct. 25.— Samuel Warner,
vice-president of Warner Brothers Pic-
tures, Inc., who died in Los Angeles Oct.
5, left his residuary estate to his three
brothers, Harry M., Albert M. and Jack L.
Warner, who were associated with him, ac-
cording to his will, filed for probate here
last week. Each receives an equal amount.
The size of estate was not disclosed.

Mrs. Lina Basquette Warner, wife of
the deceased receives the income from a
trust of $100,000 created by the will. Mrs.
Warner, who formerly was danseuse of
the “Follies,” is described in the petition
as an “infant” who will reach her 21st
year April 19, 1928. On her death the
principal of the trust fund will pass to the
brothers. Warner’s daughter, Lita, a year
old, receives the income from a trust of
$100,000 until she is 21, when she will re-
ceive the principal.

No provision is made in the will for Mr.
Warner’s parents, his brother David or his
sisters. He explains he has “confidence
and faith that my brothers will bountifully
provide for them in the future as we have
in the past.”

Fairbanks Re-elected
President of Academy ;
New Board Also Picked

(Special to the Herald)

HOLLYWOOD, Oct. 25.— Douglas Fair-
banks resumed office last Wednesday as
president of the Academy of Motion Pic-
ture Arts and Sciences, being re-elected
at the annual meeting. Other officers in-
clude Fred Niblo, vice-president; Frank
Woods secretary, and M. C. Levee, treas-
urer. A committee will report at the next
meeting of the Academy on the free lance
actors contract.

The new board of directors, which was elected
by mail ballots, is composed of Douglas Fairbanks,
Milton Sills, Conrad Nagel, J. Stuart Blackton,
Fred Niblo, William De Mille, Harry Ralpf, Sol
Wurtzel, Samuel Goldwy, F. E. Pelton, Waldemar
Young, Benjamin Blazer, G. Daudio, William C.
Menzies and Mrs. Jane Murfin.

Held for Federal Jury
On Studio Fraud Charge

(Special to the Herald)

ST. LOUIS, Oct. 25— Emerick Kalnay,
who maintained offices in the International
Life Building, St. Louis, and who claims
to be a motion picture producer was bound
over to the Federal grand jury following
a preliminary hearing before United States
Commissioner Atkins October 18, on a
charge of using the United States mails
in a scheme to defraud.

Kalnay, it is charged, inserted advertise-
ments in local newspapers in which he held
out the promise of successful careers on
the silver sheet provided the aspirants for
such honors took lessons from him.

Columbia First Runs in
Los Angeles and Frisco

( Special to the Herald)

LOS ANGELES, Oct. 25. — West Coast
Theatres and Columbia have closed a deal
for the showing of first runs at the Metro-
politan and Loew’s State theatres, in Los
Angeles, and at the Granada and St. Fran-
cis theatres in San Francisco.

“One not participating in the transporta-
tion into the state of such film and who
merely receives it from a person who is
not a common carrier, or express company
or agent thereof, though the one receiving
it has knowledge that the person from
whom he received it did transport it into
the state, has committed no crime under the
statute, though he may intend to distribute
or exhibit the film,” Judge Goddard held.

Theatre men are winning victory
after victory, either in public favor or
in disputes with authorities, over the
showing of the pictures, the week’s
developments' show.

At Houston Eddie Breamer of the Ma-
jestic was permitted to continue showing
the film though he is under prosecution.
At St. Louis a judge has set aside the
three months’ prison term and $1,000 fine
assessed against William Sievers. The
State in Schenectady, N. Y., began showing
the fight pictures to huge crowds as soon as
Judge Goddard handed down his opinion.
In Atlanta the pictures suddenly began
playing at the Rialto and the Howard, and
it was rumored they soon would begin
showing in Florida. At Omaha the pic-
tures now are at the Orpheum. And fight
films are being shown in Massachusetts for
the first time.

A Chicago Tribune editorial says the law
is an “absurdity and failure,” and adds,
“The moving picture interests have here
an opportunity to assume the offensive
against their detractors.”

Breaking House Records

(Special to the Herald)

HOUSTON, Oct. 25. — A hot battle is
being waged over the prosecution of Eddie
Breamer, manager of the Majestic, for
showing the fight pictures. Press, attorneys
and other public mien are laying stress
upon the antiquity of the law, declaring it

is “the silliest law on the books.” Breamer
was not compelled to take the picture off
his screen.

Prison Sentence Set Aside

( Special to the Herald)

ST. LOUIS, Oct. 25. — A three months’
prison term and $1,000 fine assessed
against William Sievers in U. S. district
court for showing the fight films was set
aside by Judge Faris last week on technical
grounds. Judge Faris said the court lacked
jurisdiction.

Merry Time in New York

(Special to the Herald)

ALBANY, Oct. 25. — There was a merry
time in Central New York last week in
connection with the fight pictures. In
Syracuse, the pictures shown at the Empire
were seized by John Woods, a Department
of Justice agent from Buffalo, and lugged
off to Auburn, where they were turned
over to the United States marshal pending
a decision by a federal judge there.

In Buffalo there was more trouble over
the pictures, while in Albany no attempt
was made to show them.

No sooner, however, did the ruling come
from the federal courts that the pictures
might be exhibited legally in New York
state, than the State theatre in Schenectady
snapped them up and began showing them
Saturday to huge crowds.

Spreading Over the South

(Special to the Herald)

ATLANTA, Oct. 25. — The fight pictures
showed up suddenly and mysteriously yes-
terday, the first intimation of their arrival
being a four-column joint ad in the Con-
stitution, by the Howard and Rialto, Pub-
lix houses.

Birmingham, Ala., is seeing the pictures
at Interstate’s Trianon and rumors declare
'he pictures soon will be in Florida.

Stanley Company Earns $3, 700,000 in

Nine Months; Best Status in History

(Special to the Herald)

PHILADELPHIA, Oct. 25. — Net income of the Stanley Company of
America, after deductions for interest and taxes, totaled approximately
$3,700,000 for the £rst nine months of 1927 , according to a statement recently
presented to the executive committee. The earnings were considerably in
excess of dividend requirements for the full year, which, at the rate of $4
a share, will approximate $3,176,000.

The report showed that at no time in its history had the company been in
better financial condition. Quick assets as of October 1, 1927 , were $7 ,367 ,000,
as compared with current liabilities of $748,000. Earnings of theatres which
were in existence on January 1, 1927, show an increase for this year over the
corresponding period of 1926.

22

EXHIBITORS HERALD

October 29, 1927

Annual Trade Practice Sessions
Voted by Groups’ Chairmen

Hays Says Neiv York Meeting Removed Suggestion Block Booking
Forces Showing of Objectionable Pictures

ANNUAL trade practice conferences will be held as a result of the
success of the recent meeting in New York in bringing together
• the different branches of the industry for cooperation. Chairmen
of the four groups have decided upon another meeting next October, at
the suggestion of Will H. Hays. Representatives of public organizations
will be asked to present their views.

O M M E N T by the chairmen of the
four groups and from other dele-
gates to the New York meeting varies
as to the actual accomplishments on par-
ticular subjects before that session, but
in general agrees that much was done
in the way of showing the necessity of
holding get-together conferences and the
possibilities of joint achievements in the
future.

Following is a digest of observations
from various delegates:

R. F. Woodhull, chairman, non-affili-
ated exhibitors — One of the leading ac-
complishments is the introduction of the
good offices of the Government in pro-
viding a way to avoid a deadlock on
contract negotiations. The new joint
contract committee will meet in New
York soon.

R. H. Cochrane, chairman, distributors

— The Federal Trade Commission forced
us to live together for a week and we
all found that we could work out some
of the difficulties that most of us be-
lieved to be insurmountable.

Louis B. Mayer, chairman, producers
- — All our difficulties in the past have
been caused by lack of understanding
and the Federal Trade Commission has
shown us how to bring about that under-
standing between the various groups.

Sam H. Borisky, Community Theatres,
Inc., Chattanooga — Two points were ac-
complished: There was the assurance
the Government will regulate our busi-
ness unless we regulate it ourselves; the
conference demonstrated the necessity
of all branches getting together.

We gained nothing on our demands
for protection, nothing from the de-
mands against nontheatrical competition,
nothing from demands against producer-
distributor invasion of theatre operation,
and but little toward eliminating block
booking, for block booking was not

Says Hays : —

One of the most constructive
results of the Trade Practice Con-
ference was the removal of the
suggestion at times made by the
public that block booking forces
objectionable pictures to be
shown. The statement of princi-
ples by the distributors eliminates
any suggestion of what is known
in other trades as “full line forc-
ing,” it gives exhibitors the op-
portunity to cancel pictures out of
blocks that they have bought at
wholesale prices, and eliminates
pictures that may be locally of-
fensive to race or creed.

These annual conferences will
give the industry a chance to
agree upon new ideas for the good
of all and to see that practices
that are adopted are being carried
out.

modified to any reasonable extent by the
10 per cent cancellation clause.

B. N. Berinstein, president, M. P. T. O.
of Southern California — The conference
was a huge success. We were very close
together on the final day. The meeting
of all minds on two subjects (fair arbi-
tration and a fair exhibition contract)
alone was worth many, many times the
expense and the time of the men partici-
pating.

Glenn Cross of Michigan: I am some-
what disappointed in the conference,
although I think a great deal of good
will eventually arise from it.

H. M. Richey, general manager, M. P.
T. O. of Michigan: I don’t believe the
conference was in vain and I don’t be-
lieve it has done a bit of harm.

J. C. Ritter of Michigan: I am thor-
oughly disappointed. I don’t believe
anything great was accomplished.

Col. H. A. Cole, president, M. P. T. O.
of Texas: The big thing was that the
other side has seen the light, and I be-
lieve they are going to clean house.

William Connors, manager of the
Marion Theatre Company, characterized
the conference as the most constructive
of any he ever had attended.

Lasky to Attend
“Wings 99 Premiere
at Chicago Meet

(Special to the Herald)

NEW YORK, Oct. 25.— Jesse L. Lasky
will go to Chicago to see the opening of
Paramount’s war special, “Wings,” at the
Erlanger theatre Oct. 30. He will be ac-
companied by Walter Wanger and S. R.
Kent, Paramount officials. The premiere
will climax the annual fall sales conven-
tion of Paramount in Chicago October 29
and 30.

Patrons Leave Quietly
as Theatre Fire Starts

(Special to the Herald)

FORT WAYNE, IND., Oct. 25.— An
audience made an orderly exit from the
Capitol theatre in Fort Wayne, Ind., re-
cently when fire broke out in the base-
ment and filled the auditorium with smoke.
Two detective sergeants were on the street
near and ran into the theatre to supervise
the exit of the audience.

Kerr Will Help Fineman
on Paramount’ s Staff

(Special to the Herald)

HOLLYWOOD, Oct. 25.— Paramount’s
production staff will be increased by the
addition of Harry Kerr, for 14 years with
the industry, as assistant to B. P. Fineman.

F-N Puts Over Big
Ad Tieup in Liberty

Probably one of the most com-
prehensive advertising tieups be-
tween a motion picture producer
and national magazine advertisers
ever promoted can be found in the
October 29 issue of Liberty mag-
azine. The tieup is between eight
different advertisers and the First
National picture, “Breakfast at
Sunrise ,” starring Constance
Talmadge. In each ad a picture
of the star is carried, with a cap-
tion announcing the photoplay.
First National also has two one-
page ads in the paper.

Morgan Succeeds
Skirboll in F-N
Foreign Position

(Special to the Herald)

NEW YORK, Oct. 25. — With news of
the resignation of Joseph S. Skirboll, for
the past year and a half general manager

W. J. Morgan Jos. S. Skirboll

for First National in Europe, comes an
announcement from the First National
foreign department that W. J. (Bill)
Morgan, at present with Pathe, but one
of First National's original employees, has
returned to the First National fold to
succeed Skirboll. He is scheduled to leave
Nov. 12th on the Leviathan for London,
from where he will continue on to Paris,
the scene of his new headquarters. Skirboll
and his family will arrive in New York on
Oct. 28.

Sunday Shows Legal ,
Jury Finds; Charges
Against 17 Affected

(Special to the Herald)

NEW CASTLE, IND., Oct. 25.— New
Castle will be free to have Sunday shows
from present indications. A jury trying
B. D. Cockrill, owner of the Princess, on
a charge of Sabbath breaking, gave a ver-
dict of not guilty after an hour and thirty
minutes deliberation. It is believed simi-
lar charges against seventeen other thea-
tre owners and employes in this county will
be dropped.

Studios Win Praise for
Hospitals and First Aid

(Special to the Herald)

HOLLYWOOD, Oct. 25.— The Pacific
Coast Safety Conference in session this
week, declared the motion picture studios,
by the establishment of studio hospitals
and first air equipment had lowered the
casualty toll among workers to a great
extent.

October 29, 1927

EXHIBITORS HERALD

26

Film Offerings for Quarter

Wide Variety Presented
For Next Three Months

Subjects to Fit Particular Likings of Patrons of Any
Locality Are Available

Mr. Exhibitor, have you done your booking for the second quarter of the
season ? The Herald presents below a concise compilation of the productions
being offered by your producers and distributors for the second three months
of the motion picture year, starting with November.

Wide Variety Presented

A wide variety of themes is disclosed by a study of the productions listed,
subjects to fit the particular likings of the patrons of any locality. The in-
formation is that which the exhibitor wants and needs most, the names of
the stars, supporting players and directors, as well as the footage and type.

W. H. Clune Dead;
Film Pioneer Head
Worth 20 Millions

(Special to the Herald)

HOLLYWOOD, Oct. 25. — Funeral serv-
ices for W. H. Clune, who died last Tues-
day at his rooms in the Los Angeles
Athletic Club, were conducted at the
Hollywood cemetary chapel at 2:30 Friday
afternoon under the auspicies of the Elks.
Mr. Clune was 67 years of age and for
over 23 years was actively identified with
the industry as producer, distributor, and
theatre owner.

Mr. Clune began a colorful career as a
railroad man and saw the possibilities of
the motion picture 25 years ago. He
opened a film exchange with a few comedy
reels, and 20 years ago built the first Clune
theatre at Fifth and Main streets, Los
Angeles. In 1915 he assumed control of
the Famous Players studio as a producer
and in this studio filmed “Ramona,” said
to be the first uicture ever to carry the
“Made in Los Angeles” label. He also
helped finance “The Birth of a Nation.”
Among other pictures produced by Clune
were “Intolerance” “The Shepherd of the
Hills” and “Eyes of the World.”

At the time of his death Clune is said to
have been worth $20,000,000. He owned
several Los Angeles theatres and had inter-
est in a dozen more. He fought the city
ordinance prohibiting bold electric sign
displays and finally won out in his cam-
paign to “light up Broadway.”

Mr. Clune was born in Hannibal, Mo.,
and is survived by a son, J. W. Clune, and
a sister Miss Mary Clune. He was known
in the motion picture world as the “daddy
of motion picture presentation.”

Sennett Beauties Save
Player Swimmer9 s Life

(Special to the Herald)

HOLLY WOOD, Oct. 25. — Who says
Alack Sennett bathing beauties can’t swim ?
Last I hursday two of them rescued
Daphne Pollard, a Sennett comedienne,
from drowning when she got beyond her
depth at Brookside Park, Pasadena, while
filming a scene. Loretta Rush and Mar-
jorie Williamson were the two beauties
who pulled Daphne out.

Quarterly Dividend of
$1 Declared by Pat he

( Special to the Herald)

NEW YORK, Oct. 25. — A quarterly divi-
dend of $1 a share on its class A prefer-
ence stock, payable November 1, to stock-
holders of record October 28, has been de-
clared by the board of Pathe Exchange.

Ben Stainback Dead;
Showman for 35 Years

( Special to the Herald)

MEMPHIS, Oct. 25. — Memphis lost one
of its most picturesque and interesting
theatre personages when Ben Stainback,
theatre executive for 35 years, died here
recently.

Schenck and Hawley
Join M.P.P.D.A. Board

(Special to the Herald)

NEW YORK, Oct. 25. — Nicholas M.
Schenck and Clifford B. Hawlev, have been
elected members of the M.P.P.D.A. at a
meeting of the board of directors.

Here is the compilation of productions,
assembled under company names and
listed chronologically according to re-
lease dates, for exhibitor guidance in
booking:

Paramount

OCTOBER 29

“UNDERWORLD,” with George Bancroft,
Evelyn Brent, Clive Brook, Fred Kohler. Di-
rector, Jos. Von Sternberg. 7,643 feet. Melo-
drama.

“WOMAN ON TRIAL,” with Pola Negri,
Einar Hansen, Arnold Kent. Director, Mauritz
Stiller. 5,960 feet. Drama.

NOVEMBER 5

“OPEN RANGE,” with Lane Chandler, Betty
Bronson, Fred Kohler. Director, C. Smith. A
Zane Grey Western.

NOVEMBER 12

“SHE’S A SHEIK,” with Bebe Daniels, Rich-
ard Arlen, Wm. Powell, Josephine Dunn, James
Bradbury. Director, Badger. Comedy.

“CITY GONE WILD,” with Thomas Meighan,
Marietta Millner, Louise Brooks, Fred Kohler.
Director, James Cruze. 5,408 feet. Melodrama.

NOVEMBER 19

“THE SPOTLIGHT,” with Esther Ralston,
Neil Hamilton. Director, Frank Tuttle. Comedy-
Drama.

NOVEMBER 26

“THE LAST WALTZ,” with special cast. Di-
rector, Robison. 6,940 feet.' Drama.

DECEMBER 3

“HONEYMOON HATE,” with Florence Vidor,
Tullio Carminati, William Austin. Director,
Luther Reed. Comedy-Drama.

DECEMBER 10

“THE STREET OF SIN,” with Emil Jannings,
Fay Wray. Director, Mauritz Stiller. Drama.

“THE GAY DEFENDER,” with Richard Dix,
Thelma Todd. Director, La Cava. Comedy-
Drama.

DECEMBER 17

“THE SECRET HOUR,” with Pola Negri, Jean
Hersholt, Kenneth Thomson. Director, Rowland
V. Lee. Drama.

“TWO FLAMING YOUTHS,” with W. C.
Fields, Chester Conklin, Mary Brian. Director,
John Waters. Comedy.

DECEMBER 24

“HONKY TONK,” with George Bancroft, Fred
Kohler. Director, Jos Von Sternberg. Melo-
drama.

DECEMBER 31

"SERENADE,” with Adolphe Menjou, Fay
Wray. Director, Harry D’Arrast. Drama.

JANUARY 7

“BEAU SABREUR,” with Gary Cooper, Evelyn
Brent, Noah Berry, William Powell, Arnold Kent,
Roscoe Karns. Director, John Waters. Melo-
drama.

JANUARY 14

“NOW WE’RE IN DUTCH,” with Wallace
Beery, Raymond Hatton, Ford Sterling, Zasu
Pitts. Director, James Cruze. Comedy.

“RED HAIR,” with Clara Bow, Charles Rogers.
Director, Dorothy Arzner. Comedy-Drama.

JANUARY 21

“THE GLORY GIRL,” (Tentative) with
Esther Ralston. Comedy-Drama.

“THE SANTA FE SCOUT,” with Fred Thom-
son. Western.

Lumas

NOVEMBER 1

“BLONDES BY CHOICE,” starring Claire
YVindsor with Walter Hiers and Allan Simpson.
Director, Hampton Del Ruth. 6,000 feet. Comedy.

NOVEMBER 15

“THE CHEER LEADER,” all star cast headed
by Ralph Graves and Gertrude Olmstead. Di-
rector, Alvan Neitz. 5,800 feet. Comedy-
Drama.

DECEMBER 1

“THE FRUIT OF DIVORCE,” starring Percy
Marmount supported by Mae Busch. Director,
R. William Neil. 6,200 feet. Drama.

JANUARY 1

“UNITED STATES SMITH,” all star cast.
Director not yet assigned. 7,000 feet. Drama.

FEBRUARY 1

“BARE KNEES,” Mae Busch. 6,000 feet.
Drama.

Sterling

NOVEMBER 15

“PRETTY CLOTHES,” with Jobyna Ralston,
Johnny Walker. Director, Philip Rosen. 5,500
feet. F'rom story by Peggy Gaddis.

DECEMBER 15

“OUTCAST SOULS,” Drama from story by
John Peter Toohey.

JANUARY 30

“MARRY THE GIRL,” Comedy-Drama from
story by Norman Houston.

Metro-Goldwyn-Mayer

NOVEMBER 5

“GARDEN OF ALLAH” with Alice Terry and
Ivan Petrovich, directed by Rex Ingram. 8,156
feet. Drama.

NOVEMBER 12

“BECKY” with Sally O’Neil, Owen Moore and
Gertrude Olmstead. Directed by John McCarthy.
6,439 feet. Comedy-drama.

NOVEMBER 19

“MAN, WOMAN AND SIN,” starring John
Gilbert with Jeanne Eagels. Directed by Monta
Bell. Drama.

NOVEMBER 26

“THIRTEENTH HOUR” with Lionel Barry-
more, Charles Delaney and canine star “Napo-
leon.” Directed by Chester Franklin. Drama.

DECEMBER 3

“LONDON AFTER DARK,” starring Lon
Chaney with Marceline Day, Conrad Nagel and
Polly Moran. Directed by Tod Browning. Drama.

DECEMBER 10

“THE ADVENTURER,” starring Tim McCoy
with Dorothy Sebastian. Directed by Viasto-
cheslav Tourjansky. Footage 4,709 feet. West-
ern.

DECEMBER 10

“TEA FOR THREE” with Aileen Pringle, Lew
Cody and Owen Moore. Directed by Robert Z.
Leonard. Comedy.

DECEMBER 17

“THE LOVELORN” with Sally O’Neil and
Molly O’Day. Directed by John McCarthy. Com-
edy.

DECEMBER 24

“BUTTONS,” starring Jackie Coogan with Lars
Hanson, Gertrude Olmstead. Comedy-drama.

DECEMBER 31

“BRIDAL NIGHT,” starring Norma Shearer.

TANUARY 14

“THE DIVINE WOMAN,” starring Greta
Garbo with Lars Hanson and Polly Moran. Di-
rected by Victor Seastrom. Drama.

JANUARY 21

“WEST POINT,” starring William Haines
with Joan Crawford. Directed by Edward Sedg-
wick. Comedy-drama.

JANUARY 28

“QUALITY STREET,” starring Marion Davies

24

EXHIBITORS HERALD

October 29, 1927

What Film Market Offers in Quarter

with Conrad Nagel. Directed by Sidney Franklin.
Comedy-drama.

Rayart

NOVEMBER

“A WANDERER OF THE WEST,” starring
Tex Maynard and directed by R. E. Williamson.
Western.

“HEROES IN BLUE,” with J. Bowers, Sally
Rand, Gareth Hughes. Directed by Duke Worae.
Melodrama.

“ON THE STROKE OF TWELVE,” starring
David Torrence. Directed by Charles J. Hunt.
Melodrama.

DECEMBER

“WILD BORN,” starring Tex Maynard. Di-
rected by Ed. R. Gordon. Western.

“CASEY JONES” with Ralph Lewis, Kate
Price, Anna Sheridan, A1 St. John and Jason
Robards. Directed by Charles J. Hunt. Comedy-
drama.

“THE LAW AND THE MAN,’ starring Dor-
othy Phillips. Directed by Scott Pembroke.
Drama.

First National

NOVEMBER 6

“GUN GOSPEL,” starring Ken Maynard, with
Romaine Fielding, Bob Fleming, Noah Young,
Virginia B. Faire, J. P. McGowan. Directed by
Harry J. Brown. 6,288 feet. Western.

NOVEMBER 13

“THE GORILLA,” featuring Charles Murray,
Fred Kelsey, with Alice Day, Walter Pidgeon,
Tully Marshall, Gaston Glass. Directed by At
Santell. Mystery.

NOVEMBER 20

“HELEN OF TROY,” featuring Maria Corda,
Ricardo Cortez, Lewis Stone, with Alice White,
Alice Adair, George Fawcett, Tom O’Brien,
Mario Carillo, Bert Sprotte, George Kosonaros.
Directed by Alexander Korda. Greek classic.

NOVEMBER 27

“MAN CRAZY,” featuring Dorothy Mackaill,
Jack Mulhall, with Walter McGrail, Edythe Chap-
man, Phillips Smalley, John Westwood. Directed
by John Francis Dillon. Comedy-drama.

DECEMBER 4

Colleen Moore picture (title not set), starring
Colleen Moore, with Larry Kent, Gwen Lee, Yola
D’Avril, Loretta Young. Directed by Marshall
Neilan. Comedy.

DECEMBER 11

“VALLEY OF THE GIANTS,” starring Mil-
ton Sills, with Doris Kenyon, Yola D’Avril,
Arthur Stone, Paul Hurst, Charles Sellon, George
Fawcett. Directed by Charles Brabin. Drama.

DECEMBER 18

“HOME MADE,” starring Johnny Hines, with
Marjorie Daw, Charles Gerard, Margaret Seddon,
DeWitt Jennings, Maude Turner Gordon, Ed-
mund Breese. Directed by Charles Hines. Com-
edy.

DECEMBER 25

“SHEPHERD OF THE HILLS,” with Alec B.
Francis, Molly O’Day, John Boles, Otis Harlan,
John Westwood, Marion Douglas, Matthew Betz.
Directed by Charles Rogers. Drama.

JANUARY 1

“A TEXAS STEER,” starring Will Rogers,
with Louise Fazenda, Douglas Fairbanks, Jr., Ann
Rork, Lilyan Tashman, Sam Hardy, Lucien Lit-
tlefield, Mack Swain, Arthur Hoyt, Hedda Hop-
per, George Marion. Directed by Richard Wal-
lace. Comedy-drama.

JANUARY 8

“LOUISIANA,” starring Billie Dove, with Gil-
bert Roland, Noah Beery, Armand Kaliz, Rav-
mond Turner, Emil Chautard, Geno Corrado.
Paul Vincenti, Gertrude Howard. Directed by
George Fitzmaurice. Romance-drama.

JANUARY 15

“FRENCH DRESSING” with Lois Wilson,
H. B. Warner, Lilyan Tashman, Clive Brook.
Directed by Allan Dwan. Drama.

JANUARY 22

“SAILORS WIVES,” featuring Lloyd Hughes,
Mary Astor, with Earle Fox, Burr McIntosh,
Ruth Dwyer, Olive Tell, Gayne Whitman. Di-
rected by Joseph Henebery. Comedy-drama.

JANUARY 29

“THE NOOSE,’ starring Richard Barthelmess.
Directed by Al Santell.

Fox

NOVEMBER 6

“VERY CONFIDENTIAL” with Madge Bel-
lamy, Patrick Michael Cunning, Mary Duncan,
Joseph Cawthorn, Marjorie Beebe, Isabelle Keith
and Carl Von Hartman. Directed by James Tin-
ling. S.620 feet. Romantic comedy-drama.

NOVEMBER 13

“BLOOD WILL TELL” with Buck Jones,
Kathryn Perry, Lawford Davidson, Bob Kortman,
Harry Gripp and Austin Jewel. Directed by
Ray Flynn. Western drama.

NOVEMBER 20

“LADIES MUST DRESS,” with Virginia
Valli, Lawrence Gray, Hallam Cooley, Nancy

Carroll, Earle Foxe, Wilson Hummell and William
Tooker. Directed by Victor Heerman. Comedy-
drama.

“THE ARIZONA WILDCAT,” with Tom Mix,
Dorothy Sebastian, Ben Bard, Gordon Elliot,
Monte Collins, Jr., Cissy Fitzgerald, and Doris
Dawson. Directed by R. William Neill. Western
drama.

NOVEMBER 27

“SHAME” (re-issue), with John Gilbert. Di-
rected by Emmett Flynn. Melodrama.

FBO

NOVEMBER 6

“JUDGMENT OF THE HILLS,” . starring
Frankie Darro, with Virginia Valli, Orville Cald-
well, Frank McGlynn, Jr., Johnny Gough. Di-
rector, J. Leo Meehan. 6,481 feet. Gold Bond
Drama.

NOVEMBER 13

“HOOK AND LADDER NO. 9,” starring Ed-
ward Hearne with Cornelius Keefe, Lucy Beau-
mont, Dione Ellis, Johnny Gough. Director, F.
Harmon Wright. 5,240 feet. Master Showman
Fire Drama.

NOVEMBER 20

“THE BANDIT’S SON,” starring Bob Steele
with Tom Bingham, Hal Davis, Stanley Taylor,
Ann Sheridan. Director, Wallace Fox. 4,789 feet.
Bob Steele Series, Western.

NOVEMBER 23

“THE HARVESTER,” starring Orville Cald-
well with Natalie Kingston, Will R. Walling, J.
Hunt, Lola Todd. Director, J. Leo Meehan.
7,045 feet. Gold Bond Drama.

DECEMBER 4

“THE SLINGSHOT KID,” starring Buzz
Barton with Frank Rice, Jeanne Morgan, Buck
Connors, Jay Morley. Director, Louis King.
4,886 feet. Buzz Barton Western.

DECEMBER 10

“SOUTH SEA LOVE,” starring Patsy Ruth
Miller with Lee Shumway, Allan Brooks, Harry
Crocker, Barney Gilmore. Director, Ralph Ince.
6,388 feet. Gold Bond Drama.

DECEMBER 11

“THE SWIFT SHADOW,” starring Ranger
The Dog, with Josephine Borio, Sam Nelson,
William Bertram, Al Smith. Director, Jerome
Storm. Ranger Series, Melodrama.

DECEMBER 18

“AFLAME IN THE SKY,” with Sharon Lynn,
Jack Luden, William Humphreys, Robert McKin.
Director, J. P. McGowan. Master Showman
Melodrama.

DECEMBER 25

“DESERT PIRATE,” starring Tom Tyler, with
Duane Thompson, Frankie Darro. Director,
James Dugan. Tom Tyler Series, Western.

DECEMBER 27

“LEGIONNAIRES IN PARIS,” starring Al
Cooke and Kit Guard with Louise Lorraine,
Virginia Sale, John Aason. Director, A. E. Gil-
strom. Gold Bond Comedy.

JANUARY 1

“DRIFTIN’ SANDS,” starring Bob Steele with
Gladys Quartaro, William H. Turner, Gladden
James, Jay Morley, Carl Axzelle. Director,
Wallace Fox. Bob Steele Series, Western.

JANUARY 13

“CONEY ISLAND,” starring Lois Wilson with
Lucille Mendez, Rudolf Cameron, Eugene Strong,
William Irving. Director, Ralph Ince. Gold Bond
Drama.

JANUARY 15

“DEAD MAN’S CURVE,” starring Douglas
Fairbanks, Jr., with Sally Blaine, Charles Byer,
Arthur Metcalfe, Kit Guard. Director, Richard
Rosson. 5,511 feet. Master Showman Automo-
bile Drama.

JANUARY 22

“WIZARD OF THE SADDLE,” starring Buzz
Barton with Duane Thompson, James Welch, Mil-
burn Moranti, Jimmy Ford. Director, Frank
Howard Clarke. Buzz Barton Series, Western.

Pathe

NOVEMBER 7

“THE FORBIDDEN WOMAN,” starring Jetta
Goudal, supported by Victor Varconi and Joseph
Schildkraut. Director, Paul Stein. Romantic
melodrama.

NOVEMBER 11

“DRESS PARADE,” starring William Boyd,
supported by Bessie Love, Louis Natheaux and
Hugh Allen. Director, Donald Crisp. 6,599
feet. Drama.

NOVEMBER 11

“TURKISH DELIGHT,” with Rudolph Schild-
kraut and Julia Faye. Director, Paul Sloane.
5,398 feet. Comedy.

NOVEMBER 18

“THE MAIN EVENT,” starring Vera Rey-
nolds, supported by Charles Delaney, Rudolph
Schildkraut, Robert Armstrong and Julia Faye.
Director, Wm. K. Howard. 6,472 feet. Drama.

NOVEMBER 27

“MY FRIEND FROM INDIA,” featuring

Franklin Fangborn, supported by Elinor Fair,
Jeanette Loff, Louis Natheaux. Director, E.
Mason Hopper. Farce.

DECEMBER 10

“ON TO RENO,” starring Marie Prevost, sup-
ported by Cullen Landis, Ethel Wales, Ned Sparks
and Jane Keckley. Director, James Cruze. Drama

DECEMBER 18

“ALMOST HUMAN,” starring Vera Reynolds,
supported by Kenneth Thomson, Claire McDowell,
Ethel Wales, Fred Walton. Director, Frank
Urson. 5,596 feet. Comedy-Drama.

DECEMBER 31

“THE RUSH HOUR,” starring Marie Prevost,
supported by Harrison Ford, Seena Owen, David
Butler and Ward Crane. Director, E. Mason
Hopper. 5,880 feet. Comedy.

JANUARY 2

THE LEOPARD LADY,” featuring Jacque-
line Logan, supported by Alan Hale, Robert Arm-
strong, Hedwig Reicher. Director, Rupert Julian.
Melodrama.

JANUARY 16

“FREE AND EASY,” starring Marie Prevost.
Farce.

JANUARY 23

“WALKING BACK,” starring Vera Reynolds.
Director, Wm. K. Howard. Melodrama.

Universal
NOVEMBER 6

THE SMALL BACHELOR,” with Andrew
Beranger, Barbara Kent. Director, William A.
Setter, 6,218 feet. Comedy.

NOVEMBER 13

THE 13th JUROR,” with Francis X Bush-
man, Anna Q. Nilsson. Director, Edward
Laemmle. 5,598 feet. Drama.

NOVEMBER 20

“GALLOPING FURY,” with Hoot Gibson. Di-
rector, Reaves Eason. 5,503 feet, Western

NOVEMBER 27

0-1' BEAUTY,” with June Marlowe, Rex

Ihe Wonder Horse. Director, Henry MacRae.
Comedy-Drama.

“USE YOUR FEET,” with Reginald Denny,
Barbara Worth. Director, Fred Newmeyer
Comedy.

DECEMBER 4

THE IRRESISTIBLE LOVER,” with Nor-
man Kerry, Lois Moran. Director, William
Beaudine. 6,958 feet. Comedy-Drama.

DECEMBER 18

r> OH BUST,” with Glen Tryon, Patsy

Ruth Miller. Director, William Craft. Comedy

DECEMBER 25

A MAN’S PAST,” with Conrad Veidt, Bar-
bara Kent Arthur Edmund Carewe, Ian Keith.
Director, George Melford. 6,135 feet. Drama

JANUARY 1

“COHENS AND KELLYS IN PARIS,” with
yera „G°rdoJ?> George Sidney, Kay Price, J.
Farrell MacDonald. Director, William Beaudine.
Comedy special.

JANUARY 8

“FINDERS KEEPERS,” with Laura La Plante,
John Harron. Director, Wesley Ruggles. Comedy-
Drama.

JANUARY 22

t THE DEACON,” with Jean Hersholt,

June Marlowe, Ralph Graves. Director, Edward
Sloman. 6,869 feet. Comedy-Drama

JANUARY 29

“THE RAWHIDE KID,” with Hoot Gibson.
Director, Del Andrews. Western.

Warner Bros.

NOVEMBER 5

GOOD TIME CHARLEY,” featuring Warner
Oland, Helene Costello, Clyde Cook, Montague
Love, and Julanne Johnston. Directed bv
Michael Curtiz. Drama.

NOVEMBER 7

THE FORTUNE HUNTER” (extended run
production), starring Syd Chaplin, supported by
Helene Costello, Clara Horton and Louise Carver.
Directed by Charles F. Reisner. Footage 6,639
feet. Comedy.

NOVEMBER 12

“THE SILVER SLAVE,” starring Irene Rich,
supported by Audrey Ferris, John Miljan, Holmes
Herbert and Carol Nye. Directed by Howard
Bretherton. Drama.

NOVEMBER 19

“THE GIRL FROM CHICAGO,” featuring
Conrad Nagel, Myrna Loy. William Russell, Paul
Panzer and Carol Nye. Directed by Ray Enright.
Underworld melodrama.

NOVEMBER 26

“GINSBERG THE GREAT,” starring George
Jessel and supported by Audrey Ferris, Gertrude
Astor and Douglas Gerard. Comedv.

DECEMBER 3

“BRASS KNUCKLES,” starring Monte Blue
with Betty Bronson and William Russell. Drama.

October 29, 1927

EXHIBITORS HERALD

25

Michigan

Reviews Conference

Trade Meet Not in Vain,
Richey Tells Exhibitors

Hall Elected President of M.P.T.O. at Jackson Ses-
sion— Kalamazoo Next Convention City

By WILL WHITMORE

Actions taken at the Federal Trade Practice conference in New York
were the outstanding topic of discussion at the convention of the Michigan
M. P. T. O. held last week in Jackson. H. M. Richey, Glenn Cross and
J. C. Ritter, who attended the conference, gave excellent reports of the
conference, and the exhibitor body showed keen interest.

Conference Not In Vain, Says Richey
“I don’t believe the conference was in vain and I don’t believe it has
done one bit of harm,” was the way H. M. Richey, general manager of the
M. P. T. O., summed up his report of the conference, and this seemed to
be the opinion of the other two men, although Glenn Cross was a bit less
optimistic and declared that “I am somewhat disappointed with the con-
ference although I think a great deal of good will eventually arise from it.”

Former President E. E. Kirchner con-
gratulates Harlan T. Hall of Detroit
on his election as president for the
ensuing year. Hall says he wanted to
be president just so he could get his
picture in the paper. Here it is, Presi-
dent Hall. (“Herald" photo.)

Fred Rath, Assistant
Advertising Manager
of Paramount, Resigns

(Special to the Herald)

NEW YORK, Oct. 25.— Fred Rath, as-
sistant advertising manager of Paramount,
has resigned in order to devote all his
time to writing ligitimate plays and moving
picture scenarios. He is succeeded by Clif-
ford Lewis.

Multicolor Films, Inc .
to Do Commercial Work

(Special to the Herald)

HOLLYWOOD, Oct. 25.— The Multi-
color Films, Inc., has leased the old Real-
art studios to manufacture commercial
advertising films in new color process.
Andrew J. Callaghan is vice president and
general manager and W. J. Worthington,
president.

According to Callaghan several large
firms have contracted for film footage in
the new multicolor process. Among the
concerns already interested in the new
form of screen advertising are the Santa
Fe and Southern Pacific railways and the
North German Lloyd steamship lines.

Denver Wins Tiffany
National Sales Contest

(Special to the Herald)

NEW YORK, Oct. 25. — The Denver ex-
change carried off first prize with Boston
and New York second and third, in the
Tiffany National Sales Contest which ran
for thirteen consecutive weeks. The Seat-
tle office won the silver loving cup for
making the best showing during the last
two weeks of the contest.

Col . Joe Miller Dies

(Special to the Herald)

PONCA CITY, OKLA., Oct. 25.—
Colonel Joe Miller, part owner of the 101
Ranch near here, and the eldest brother of
wild west show fame, was found dead in
his garage last week. The ranch has been
the location for a number of motion pic-
tures.

Blanche Sweet Again III

(Special to the Herald)

HOLLYWOOD, Oct. 25.— Blanche
Sweet is in the Hollywood hospital suffer-
ing a relapse after a minor operation per-
formed four weeks ago.

“At the beginning of the conference,”
declared Cross, “most of us felt we
were going to get some place, but as
the week went on you could feel the
lack of exhibitor organization. You
could see the hand of Will Hays guid-
ing the independent exhibitors. Some
of the members of both the exhibi-
tors and producers were afraid of Hays,
and had it not been for Hays, the ex-
hibitors would have got more. Some of
the exhibitors did not dare vote, and
the independent exhibitor was out voted.
Myers was with the exhibitors, and if
they had had a leader to guide them,
things would have been different.”

Disappointed, Declares Ritter

J. C. Ritter in his report declared that
“I am thoroughly disappointed and I do
not believe that anything great was ac-
complished.”

Col. H. A. Cole, president of the Texas
M. P. T. O., made a short report on
the conference and said that “the great-
est accomplishment at the conference to
me was the fact the exhibitors’ protests
were brought before the public and the
government. I think it will result in
immediate good.”

Kalamazoo was chosen for the con-
vention city next year, although Detroit
was the choice of a number of the mem-
bers. It was also voted to hold a mid-
winter banquet and ball in Detroit, al-
though no definite date for it was set.

Harlan T. Hall of Detroit was
unanimously elected president for the
next year, succeeding E. E. Kirchner.

The other new officers are C. JV.
Porter, Detroit, vice-president; John
E. Niebes, treasurer; A. Eiseman,
Flint, secretary; Directors — Samuel

Ackerman, Detroit; Harry Angell,
Adrian; W. S. Butterfield, Detroit
( Key Cities); Glenn Cross, Battle
Creek; Fred DeLodder, Detroit; Allen
Johnson, Grand Rapids; E. E. Kirch-
ner, Detroit; Vernon Locey, Howell;

C. A. Miller, Alma; W. S. McLaren,
Jackson; J. C. Ritter, Detroit; P. C.
Schram, Kalamazoo; George W.
Trendle, Detroit and Fraud Wadlow,
Detroit.

In his report on the last year’s ac-
complishments of the Michigan M. P.
T. O. Manager Richey declared the ex-
hibitors had been given a saving of 20
per cent on the cooperative purchase of
sixty million tickets.

Adopted resolutions included a decision to stage
a Greater Movie Season next year. A vote of thanks
was given Mayor John W. Smith of Detroit for his
efforts in combatting nontheatrical productions
Another resolution suggested continuance of out-
door and Western pictures in motion picture
theatres over the weekends. It was also resolved
to continue the production of “The Snooze
Weekly,” and to make it bigger and better next
year. This year’s “Snooze Weekly” was a fun-
feature of the banquet. Another resolution called
for an intensive membership drive.

The social side of the convention was
just as much a success. The golf tourna-
ment on Monday was the greatest ever.
There were theatre parties for the
women at W. S. McLaren’s Capitol the-
atre, and the big banquet and ball Tues-
day evening was a brilliant affair. The
banqueters were entertained by a num-
ber of good vaudeville acts and
McLaren’s Capitol theatre orchestra
provided real music. Among the excel-
lent talks given at the banquet, outstand-
ing were those of Judge Alfred Murphy
and Reverend Spence of the First Baptist
Church of Jackson.

(Pictures on next page)

Blue Law Advocate Plans to Put

One Over on Congress, Is Charge

A challenge as to the motives of Representative William K. Lankford,
proponent of the bill under his name for forcing Sunday closing upon the
District of Columbia, has just been issued by C. E. Holmes, secretary of the
Progressive Civic League of Oak Park, 111.

In a letter to the congressman, Holmes declares that “there is a suspicion
in the minds of many persons that you are not so much interested in a rest
day for the city of Washington as you are in getting our national Congress
committed to a policy of religious legislation and thereby establishing, a
precedent that will assist in the enforcement of the State Sunday Laws."

Holmes points out that all Sunday laws are unconstitutional, that Congress
itself repeatedly has rebuked Sunday law advocates, that Sunday closing
laws are useless and inconsistent and that Congress itself works on Sunday.

26

EXHIBITORS HERALD

October 29, 1927

Michiganders at M, P T. O Meet

(Photos by Will Whitmore J

This is not a college campus; it’s the film folk at the Michigan State
Prison where a wonderful ham and egg breakfast was enjoyed.

When Glenn Cross
speaks, he gets
everybody’s ear.

Toastmaster and
handshaker, W. S.
McLaren.

H. T. Hall of De-
troit was elected
president.

Col. H. A. Cole,
president of the
Texas M. P. T. O.

Everybody likes
Jim Ritter and he
likes everybody.

Alex Schreiber
won the Blind
Bogy.

Glenn Cross (left) and W. S.
McLaren did more than their
share to make things go.

H. M. Richey, called the human
dynamo, and general manager
of the association.

THEY ATTENDED
MICHIGAN
SESSION

Mr. and Mrs. John B. Schuyler, Grand Rapids;
Mr. and Mrs. Ray Colvin, Detroit; Mr. and Mrs.
J. R. Denniston, Monroe; Mr. and Mrs. Olon
Riegel, Monroe; John E. Niebes, Detroit; Mr.
and Mrs. H. S. Robinson, Detroit; Mr. and Mrs.
E. H. Robinson, Detroit; Jane V. Robinson, De-
troit; Mr. and Mrs. J. E. Stocker, Detroit; Mr.
and Mrs. Ruby S. Fisher, Detroit; Mr. and Mrs.
Joseph Dabek, Saginaw; Mr. and Mrs. Fred De-
Lodder, Detroit; Mr. and Mrs. H. C. Craven,
Detroit; Mr. and Mrs. A. J. Ellis, Manchester;
G. W. Davidson, Detroit; H. White, Detroit; Fred
T. Grennell, Detroit.

Jos. D. Lenehan, Detroit; P. J. Wood, business
manager, M. P. T. O. of Ohio, Columbus, O.;
Mr. and Mrs. Harry Holbolth, Imlay City; Mr.
and Mrs. W. J. Carroll, Jackson; Lawrence Car-
roll, Jackson; Mr. and Mrs. Henry Mandt, Jack-
son; Mr. and Mrs. Edgar E. Kirchner, Detroit;
Will Whitmore, Exhibitors Herald, Chicago;
Mr. and Mrs. H. T. Hall, Detroit; Mr. and Mrs.
P. S. Schram, Kalamazoo, Mr. and Mrs. W. W.
Brown, Grand Rapids; Mr. and Mrs. Frank Joslin,
Belding; Mr. and Mrs. W. S. Witman, Detroit;
Mr. and Mrs. Allen Johnson, Grand Rapids; Mr.
and Mrs. Ray Branch, Hastings; Bert Williams,
Detroit.

* * * Mr. and Mrs. James C. Ritter, Detroit;
Mr. and Mrs. F. J. Downey, Detroit; E. C. Jarvis,
Lansing; A. R. VanDole, Detroit; O. C. Leason,
Detroit; W. A. Smale, Chicago; M. Victor, De-
troit; G. W. Erdman, M. P. T. O. of Cleveland,
Cleveland, O. ; Steve Springett, Jackson; J. Christ-
ensen, St. Clair; M. Christensen, St. Clair; Mr.
and Mrs. C. E. Cady, Lansing; D. W. Richards,
Detroit; Mr. and Mrs. R. L. Burchfield, Detroit;
Mrs. C. B. Roney, Milford; Mrs. A. C. Cameron,
Milford; Ray Anderson, Jackson; Mr. and Mrs.
A. J. Moeller, New York; E. V. McGrath, De-
troit.

* * * O. E. Varneau, Grand Rapids; Mr. and
Mrs. C. W. Porter, Detroit; Mrs. Theo D. Wil-
liams, Detroit; Mrs. Thos. Lancaster, Detroit;
Mr. and Mrs. R. G. Hewitt, Milford; Mr. and
Mrs. H. M. Richey, Detroit; Mr. and Mrs.
Harold Frank, Jackson; Judge Alfred J. Murphy,
Detroit; George Trendle, Detroit; Thos. D. Moule,
Detroit; LeClair Gardner, Detroit; Oscar Doob,
Detroit; Mr. and Mrs. W. E. Schuttenhelm, De-
troit; Albert Goldberg, Detroit; Mr. and Mrs.
Harry Oppenheim, Detroit; Jos. G. Ported, De-
troit; Mr. and Mrs. G. W. Burhans, Lansing;
Fred R. Rumler, Detroit; Mr. and Mrs. Herbert
T. Rumler, Detroit; Mrs. V. Chappel, Jackson;
Mrs. A1 Straus, Jackson; Miss Edna Munger,
Jackson; Wm. J. Schulte, Detroit; Mr. and Mrs.

G. W. Carr, Detroit; Basil Carr, Detroit; J. C.
Peck, Fenton; A1 Isaacson, Detroit; Mrs. Fred
Nugent, Toledo; Carl Buermle, Detroit; A. J.
Petersmark, Detroit; Mr. and Mrs. W. A. Cas-
sidy, Midland; Mr. and Mrs. W. S. Butterfield,
Detroit.

* * * Samuel Ackerman, Detroit; David Pal-
freyman, Detroit; Edwin Reeves, Paw Paw; Mr.
and Mrs. O. H. Buntrock, Detroit; Mrs. H. G.
Brewer, Detroit; H. G. Brewer, Detroit; Mr. and
Mrs. G. D. Brady, Detroit; A. Eiseman, Flint;
Wm. James, M. P. T. O. of Ohio, Columbus, O.;
Clias. P. Cohen, Detroit; J. C. Darnell, Detroit;
Mr. and Mrs. W. D. Thompson, Detroit; H. H.
Chase, Lake Odessa; C. L. Carrell, Chicago; Mr.
and Mrs. R. E. Moon, Detroit; Mr. and Mrs.
F. Wadlow, Detroit; Geo. McArthur, Detroit;
Mr. and Mrs. G. L. Wilier, Grand Rapids; W.
Stebbins, Detroit; L. N. Face, Nashville; O. K.
Face, Maple Rapids; C. J. Richardson, Detroit;

H. A. Manion, Detroit; Leon Krimm, Mt. Clem-
ens; Paul Savoy, Detroit; C. H. Preston, Detroit;
W. C. Green, Bellaire; L. Kimmell, Royal Oak;
W. Kimmell, Royal Oak; Roy W. Adams, Mason;
J. D. Goldbar, Detroit; Fred Wilson, Detroit;
S. L. Gilburt, Detroit; A. M. Goodman, Detroit;
Eugene Vogel, Detroit; J. L. Kelly, Detroit.

* * * W. W. Slocum, E. A. Westcott, Detroit;

O. W. Hanson, Detroit; Henry Zapp, Detroit;

P. L. Smith, Detroit; Jacob Smith, Detroit; Thos.
Lancaster, Detroit; T. D. Williams, Detroit;
Henry C. Carley; Mr. and Mrs. Royal Cranston,
Williamston; W. D. Ward, Detroit; Mr. and Mrs.
F. H. Guy, Detroit; James E. McCann, Detroit;
J. A. Ewell; Herb Weil, Port Huron; Jane Rob-
inson, Detroit; Jos. A. Smith, Detroit; Mrs. Jos.
A. Smith, Detroit; J. V. Allen, Detroit; R. F.
Cloud, Detroit; Nat Barach, Cleveland; William
Orie, Cleveland; William Flemion, Detroit; J. W.
Willbe, Detroit; W. Beebe, Detroit; F. W.
Chrysler, Detroit; Carl H. Sualis, Detroit; Allan

S. Moritz, Detroit; C. W. Weiner, Cleveland;
W. S. McLaren, Jackson; C. Kline, Educational;
Wm. B. Hurlbut, Detroit; A. W. Friemel, De-
troit; R. G. Williams, Jackson; O. W. Bolle, De-
troit Eddie Canty, Detroit; Alex Schreiber, De-
troit; Jacob Schreiber, Detroit; Mr. and Mrs.
Ernest Vetter, Detroit; E. S. Kinney, Detroit;
Pearl M. Sprott, Detroit; H. A. Cole, M. P.

T. O. of Texas, Dallas, Texas.

October 29, 1927

EXHIBITORS HERALD

27

Fourth Bomb Hurled in Strike

Blast Fells Policeman;
Three Suspects Jailed

Twin City Deadlock In Eighth Week — Stench Bomb-
ers Invade Neighborhood Houses

(Special to the Herald)

MINNEAPOLIS, Oct. 25. — The fourth bombing outrage was perpetrated
here Monday night in the strike of operators, stagehands and musicians, and
only the poor aim of the bomber averted loss of life as well as heavy property
damage. This time the Hennepin-Orpheum theatre was the objective of the
dynamiters and the attack was timed to the hour when the night crowd was
at its height.

Policeman Felled by Concussion

A policeman was hurled to the sidewalk by the concussion of the explosive,
which was hurled at one of the side exits of the theatre. The missile rolled
under an auto and lodged against the curb, where it exploded, tearing a big
hole out of the pavement, blowing out a section of the curb and damaging
the car. Four policemen were on duty around the theatre but the bomb was
thrown when the back of one of the guards was turned. A woman passerby
ran to the aid of the policeman.

Theatres Close in
Respect of Death
ofJ. J. Cooney, Sr.

All theatres of the National Theatre
Corporation in Chicago were closed Tues-
day until 3 p. m. in tribute to the memory
of John J. Cooney, Sr., 74, who died Satur-
day after a week’s illness.

Mr. Cooney is survived by the three
brothers, B. J., J. J. and Tom Cooney, and
one sister. Burial was held Tuesday at
Mount Olivet cemetery.

Goldwyn Elected
Owner Member
of United Artists

( Special to the Herald)

NEW YORK, Oct. 25. — Samuel Goldwyn
has been elected an owner-member of
United Artists Corporation. The seven
other owner-members are Mary Pickford,
Douglas Fairbanks, Charles Chaplin, D. W.
Griffith, Norma Talmadge, Gloria Swan-
son, and Joseph M. Schenck.

Lasky Heads Red Cross

Roll Call Campaign
In New York District

(Special to the Herald)

NEW YORK, Oct. 25. — According to
the plans of Jesse L. Lasky, who as vol-
unteer chairman of the specially organ-
ized Motion Picture Group, has already
formulated comprehensive plans, the en-
tire field in New York City will be in-
tensively covered in the annual Red
Cross Roll Call.

21 Killed, 30 Injured
in Fire Disaster in
Theatre in Finland

(Special to the Herald)

HELSINGFORS, FINLAND, Oct.
25. — Twenty-one men and women were
either burned to death or suffocated and
30 persons injured in a fire in a motion
picture theatre in Tammerfors.

Asks for Citizenship

(Special to the Herald)

HOLLYWOOD, Oct. 25. — 'Ena Gregory,
who recently changed her screen name to
Marion Douglas, has applied for natural-
ization under her new name. Miss Gregory
was born in Australia and came here five
years ago to enter films. She is the wife
of A1 Rogell, First National director.

Hy Daab Finishes Play

(Special to the Herald)

HOLLYWOOD, Oct. 25.— Ted Para-
more Jr., author of “Set a Thief” and
other plays, has completed a prize ring
drama with Hyatt Daab called “The Fight
Racket.”

Charles Dunning Returns

(Special to the Herald)

HOLLYWOOD, Oct. 25.— Charles Dun-
ning, press agent for several West Coast
stars, will return from New York this
week.

The audience heard the blast but quiet
was restored when the management as-
sured the patrons they were in no
danger.

A few minutes after the attack the
police department was informed that
three men answering the description
of men loitering about the theatre had
boarded a freight train in the yards
a few blocks from the theatre. Police
in Litchfield, Minn., were notified and
captured the trio.

The stench bombing campaign also
has been renewed. The missiles were
thrown in neighborhood houses as well
as downtown.

National Strike Move Seen

Decision whether to attempt a nation-
wide strike or effect a settlement was in
prospect today with the expected arrival
of W. P. Canavan, president of the In-
ternational Stagehands Union. Local
stagehand officials said Canavan would
call a nationwide strike if he considered
the local walkout justified.

The strike now is in its eighth week,
the. last seven days having been spent in
fruitless offering of settlements and
counter settlements.

. . A stench bomb was hurled last week
into an electrical shop which had pro-
vided workmen for some of the thea-
tres. Although a $ 10,000 reward has
been posted, no arrests have been
made in the bombing of Al Steffes’
theatre in Minneapolis, the Forest in
St. Paul and the Paramount exchange
here, which had provided operators
for a theatre.

Oscar Finson, a striking stagehand,
was found not guilty of disorderly con-
duct in connection with the throwing of
a stench bomb in the Orpheum.

Rodeo Trophy to Be Given
Best Cowgirl by M-G-M

( Special to the Herald)

HOLLYWOOD, Oct. 25.—
Metro-Goldwyn-Mayer will pre-
sent a $10,000 trophy, a tribute to
the charm and courage of western
womanhood, to the world’s cham-
pion cowgirl The trophy must be
won three times in succession by
the same cowgirl before its final
award.

The striking crafts are maintaining
pickets at all downtown theatres, in
some cases having bells attached to the
placards to attract attention.

The strike followed a demand of
stagehands for “six days work with
seven days pay.”

F BO 1927-28 Product
75 Per Cent Completed,
Announces Le Baron

(Special to the Herald)

HOLLYWOOD, Oct. 25.— William Le
Baron vice president in charge of produc-
tion for FB O upon his return here after
a three week con-
ference in New
York with Joseph
P. Kennedy,
president, and J.
I. Schnitzer,
senior vice presi-
dent, announces
that 75 per cent
of the F B O
product for 1927-
28 has been com-
pleted and the
greater portion of
the remaining 25
per cent is in
filming. The en-
tire 1927-28 pro-
gram of features and short subjects will
be completed and ready for exhibitors ac-
cording to schedule. In addition to the
29 films already finished, Mr. Le Baron
found shooting on four specials concluded
and eight in the process of filming.

Hayden in Hollywood

(Special to the Herald)

HOLLYWOOD, Oct. 25. — Charles Hay-
den, senior member of the banking firm of
Hayden, Stone & Co. of New York city,
arrived here for a brief visit. He is here
to make a survey of the motion picture
studios and theatres in which his firm is'
interested, namely, First National and
West Coast Theatre, Inc.

Theatre Musician Dead

( Special to the Herald)

INDIANAPOLIS, Oct. 25. — William
Gamble, 53, of Wabash, Ind., is dead. For
several years conductor of a theatre or-
chestra in this city.

28

EXHIBITORS HERALD

October 29, 1927

Re-Takes

Tiffany Wants to Buy Studio
For Expansion Program

Robert J. Horner Arrested — Large Independent Picture Plant at
Burbank Planned — M-G-M Starts “Rose Marie” Again
By RAY MURRAY

HOLLYWOOD, Oct. 25. — Tiffany Productions, one of the best known
independent producing companies, is negotiating for the purchase
of one of three studios on the coast, M. H. Hoffman, vice-president,
announced last week. The three studios being considered in Tiffany’s
expansion program are the Metropolitan on Las Palmas avenue, the Fine
Arts studio at 4500 Sunset boulevard and the old Selig studios on Mission
Road.

TIFFANY Productions has been rent-
ing space at Fine Arts and other stu-
dios and is now desirous of having a
plant of its own where it can produce on
a larger scale, according to Mr. Hoffman.
Negotiations for the purchase of a studio
have been underway for several weeks
but nothing definite has yet materialized.
^ %

Robert J. Horner Arrested

Robert J. Horner, independent film
producer, was arrested on two charges
last Wednesday, when he appeared at
City Prosecutor Concannon’s office by
appointment. Two complaints charge
Horner with accepting a $500 loan from
Miss Bernice Lewis, for the purpose of
investing it in a film company, and then
failing to return the money. Mrs. Emma
Gordon also swore out a petty larceny
complaint alleging Horner accepted $25
on a promise of giving her work in his
film company and receiving nothing in
return, j. G. O’Hara was named with
Horner as his alleged partner in a
“movie school” at 5823 Santa Monica
boulevard.

* * *

If plans go through there will soon
be another large studio erected at Bur-
bank. A site has been selected about
a mile and a half from First National
studios, and the Victory Studios, Inc.,
have plans for construction of one of
the largest independent picture plants
on the Coast.

Accommodations for 36 separate
producing units will be afforded in
the large stages to be erected and
several independent producing com-
panies already have engaged space, ac-
cording to promoters of the Victory
Studios. The new concern will also
be affiliated with the Producers Re-
leasing Alliance, a company formed
here some time ago to distribute
motion pictures direct from Holly-
wood.

* *

Metro-Goldwyn-Mayer studios has not
given up the idea of filming “Rose
Marie.” Work has started once more on
the screen version of the musical com-
edy, with Edmund Goulding directing.
James Murray, who made such a hit in
“The Crowd,” King Vidor’s picture, has
been assigned the principal male role,
and the picture will be produced on a
lavish scale with the original musical
score.

* * *

Studio Fire Laddies Win

Phil Ryan, who recently assumed ac-
tive management of Metropolitan Stu-
dios, had an opportunity to try out his
newly organized fire department last
Wednesday, when an automobile parked
on the lot caught fire and was promptly
extinguished by the Metropolitan fire-
fighters.

* * *

Luther Reed, formerly with Para-
mount, has started work directing

“Hell’s Angels,” the new Caddo Pictures
production, at United Artists, with Ben
Lyon co-starred with Greta Nissen. This
is the picture Marshall Neilan was to
direct for Howard Hughes, but Neilan’s
contract prevented him starting it on
time.

* * *

Joseph Schlief, former production
manager for J. G. Bachmann, has
been appointed production supervisor
for Brenda Pictures Corp. of which
Walter E. Greene is president. Work
on “White Lights” is under way at
T ec-Art studios. The story was adapt-
ed by Howard Estabrook, who also
wrote the continuity.

ifc }fj

Owing to the extremely hot spell
which struck Hollywood last week when
the thermometer read 96 for several days,
several of the large studios switched work-
ing schedules and shot most pictures inside
the studios at night.

* * *

Mrs. Thomas Eggert, head of the
board of motion picture censors of
Houston, has been the guest of Fox
Films for the past week.

* * *

The Roosevelt hotel, Hollywood’s
latest gathering place for film luminaries,
which was financed by film executives
and actors, will be formally opened Fri-
day night. Tickets for the opening are
$15 per cover.

* * #

Universal has renewed the contract
of Joseph Franklin Poland, feature
comedy supervisor. He will also be
given a neiv measure of authority in
the selection and development of
story material.

* * *

Earle Snell, Universal scenarist, has
established quite a record among that
firm’s writers. Three of his orimnals
have been accepted for production, and
as a reward he has just received a sub-
stantial bonus for “Use Your Feet,” a
Reginald Denny story.

* * *

First National is out to stimulate busi-
ness for the air mail. Hereafter any
picture fan who sends a request for a
photo via air mail will receive same
promptly without the usual payment of
25 cents postage being advanced.

Betty Bronson Wants
Fleming to Direct Her

( Special to the Herald)

HOLLYWOOD, Oct. 25.— Vic-
tor Fleming has helped Betty
Bronson, in almost every step she
has made in the film world, and
although he has not directed her
in recent months it is one of her
ambitions to make a new story
under his direction.

Hollywood, Oct. 25.— Well, 1 see

one U. S. District Court Judge in New
York has ruled that fight films can be
shown and exhibitors cannot be arrested
for receiving them from other than com-
mon carriers, which sounds like a pretty
sensible decision. The old law is as ob-
solete as the ducking stool anyhow.

* * *

The Wampas boys had an interesting
session at the Breakfast Club last Mon-
day evening. A judge told them the mini-
mum sentence he’d give any of ’em that
came up before him. An Associated Press
reporter explained that his news service
didn’t want any phony stories and a New
York photographer said most of the stills
they sent out were awful. Next session
of the Wampas is to be run by the trade
paper representatives and daily paper boys.
It ought to be a wow !

* * *

I see the Federal Trade Practice Con-
ference closed up shop without deciding
what to do about block booking and a few
other things. Looks like a tough subject
and it will take a lot of conferences to
decide what is to be done about it.

* * *

He’s Getting His

And they discussed chain theatres too.
In the meantime Poli sold out his little
chain to a Boston syndicate for $20,000,000.
Which looks like a lot of money for a few
theatres.

=k * *

Provides Answer

A Cambridge, Mass., man has invented
an electrical machine that solves mathe-
matical problems, too complex for the hu-
man brain. This ought to come in handy
in solving the income tax blanks in March.
* * *

Good Jurors

They’ve got three women on the jury to
decide the Teapot Dome scandal. Well,
they ought to know all about teapots any-
how.

>jc Jjs

Tough Job

The police, I see, are determined to dry
up Chicago. They ought to start at about
St. Louis and work toward the loop.. In
a couple of years maybe they’d get within
smelling distance of the real supply.

* * *

All Lost

Lita Chaplin shooks hands with Presi-
dent Coolidge the other day but strange to
say he didn’t recognize her and didn’t ask
what her plans are, so she didn’t get any
advertising out of it.

^ ^

California

Writing a col. with the thermometer
staring you in the face at 96 is lots of fun.
In 1922 it was 98, the weather man says,
but that isn’t much comfort.

* * *

Ziggy Is at Fault

Did you see where an ex-Follies girl got
a divorce because she couldn’t stand a
Montana ranch and one movie in five
months.

Well, some pictures are that bad.

iji jfs #

Famous Last Words

“I’ll be home early, dear.”

R. M.

New Broadcast Studio at Capitol

(Special to the Herald)

NEW YORK, Oct. 25. — The Capitol announces
the completion of a new modern broadcasting
studio, being operated over the station WEAF.

October 29, 1927 EXHIBITORS HERALD 29

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of October 29

by

the Camera

Samuel Goldwyn has just been
elected an owner-member of
United Artists. He’s the first
added in two years. This is a
new picture of the producer.

Mention Kansas and Charles Rogers, Paramount
featured player, is happy because that’s his native
state. Here he’s shown with his mother at his
home in Olathe, Kan. Rogers has done his best
work, they say, in “Wings.”

Fred W. Murnau returns to
Hollywood to direct “The 4
Devils” for Fox. To get at-
mosphere he trouped with
Ringling’s circus.

This rather spectacular shot is of a set in which Green-
land’s icy mountains were brought to Germany’s Defu
studio for scenes of “The Wild Man,” Defina’s second
Defu production which will be released by First National.
There will be several from Defu.

At last, it’s settled, if you have wondered whether Corinne
Griffith and D. W. Griffith are related. ’Tis said the United
Artists producer’s great grandfather was Miss Griffith’s
great, great, great, great, great, great something or other.
Anyway, it’s a pleasing picture.

30

EXHIBITORS

HERALD

October 29, 1927

We don’t know which one is to be lassoed, but Tim McCoy un-
doubtedly does. Here is the M-G-M Western star at his ranch
on location with the “Wyoming” company. W. S. Van Dyke
is the director of this production with Dorothy Sebastian taking
the feminine lead.

Two Steeles ought to make a track to the box office.

Anyway here are Robert North Bradbury, supervisor
of Western units at F B O, and his son, Bob Steele,
starring in a Western picture. At that it seems the
elder Steele could administer a fatherly spanking.

Dorothy Dwan has been
leading woman of Tom Mix
four times for Fox.

A. J. Guter is a hustling
salesman for F B O in Maine.
(Photo by FI.E.N.)

A smile and a bit of ice
cream, perhaps. Maria
Corda features F-N’s latest
film. Miss Corda is a recent
acquisition from overseas.

Charles Ray (right) has just gone blast after making
scenes in United Artists’ “The Garden of Allah,” with
Corinne Griffith. Lewis Milestone, director, is not
pointing out the player’s boutonniere, but a point in
the scenario.

Another study in smiles.
Here is Gertrude Olmsted,
a stellar player of M-G-M.
Dark eyes and hair add to
the enchantment.

October 29, 1927

31

EXHIBITORS HERALD

Alice White curled and
curled for her role in F-N’s
“The Private Life of Helen
of Troy.” The picture has
just been completed.

Stephen Roberts, director, and A1 St. John, star come-
dian, are making their twenty-first production for
First National, and it’s a Mermaid, of course. Here
Roberts is taking a Black Bottom lesson from Ray
Turner, with disastrous results.

Helene Costello, in M-G-M’s
“In Old Kentucky,” is an-
other smile exponent. This
production, as might be ex-
pected, has to do with racing.

What is so rare as a day in October without a foot-
ball, even at the studios? Louise Lorraine took the

pigskin in hand and foot and look what she did

to it! (Southern California and Princeton please
copy !)

Carlton W. Miles (right), dramatic editor of the Minneapolis
Journal, takes one of his frequent jaunts to the center of pro-
duction and wanders in upon the set where John Francis Dillon
is directing Dorothy Mackaill in “Man Crazy.” Mr. Miles is a
veteran dramatic critic. “Man Crazy” is a First National film.

32

EXHIBITORS HERALD

October 29, 1927

Welsh and Rothstein Get New
Positions with Universal

Welsh Appointed Personal Representative of Laemmle — Rothstein
Adds Duties As Head of Advertising Department
By JOHN S. SPARGO

NEW YORK, Oct. 25. — Robert E. Welsh, for the past two years
the advertising manager of Universal, now becomes personal rep-
resentative of Carl Laemmle. The announcement was made last
week by Mr. Laemmle.

Nat Rothstein, who has been exploitation manager of Universal for
some time past, takes charge of the advertising department in addition
to retaining his present work and title.

TT is also understood that Rothstein
•*- and Paul Gulick will divide between
them the work of publicity and advertis-
ing man of the Central theatre, which
job was held down by Glen Allvine until
last week. Allvine has joined the Fox
publicity department at the West Coast
theatres.

sk ^ ^

Goetz Joins Paramount

Another shift in the picture map was
made last week by the announcement
that Harry Goetz has resigned from
Consolidated Film Industries to become
assistant treasurer of Paramount-Famous
Lasky Corp.

Mr. Goetz, since the formation of
Consolidated, has been the righthand
man of H. J. Yates, head of the com-
pany, and was looked upon as one of
the fixtures of the concern.

The notice of the appointment of Mr.
Goetz was made by Ralph Kohn, treas-
urer of the company, and is said to be
in line with the company’s plan of bring-
ing its treasury department into closer
contact with the other departments.

At the request of Jesse Lasky, Harry
Goetz will be temporarily assigned to

the production department.

* * *

Presentations Puzzle Broadway

When does a motion picture theatre
cease being a motion picture house and
becomes a vaudeville theatre? That is

a question that will soon become one

of Broadway’s puzzles. The advent of
the Roxy theatre with its enormous “per-
sentations” started a war for big vaude-
ville names that is waxing hotter every
week.

There is no question but that the huge
box office play that the Roxy has been
getting since it opened has cut into the
receipts of other Broadway houses to
an alarming extent. The chief sufferers
have been the Capitol and the Strand.

To offset this, Major Bowes, who
rules the destinies of the Capitol, has
changed the style of his “ presenta-
tion” until now the big Metro house
can be your vaudeville theatre or your
picture theatre, as you will. Nora
Bayes was the vaudeville headliner
and William Haines in “Spring
Fever” the picture, and with these
the Capitol grossed $ 95,312.20 , which
is said to be about $20,000 above its
own high mark.

This week’s picture is Marion Davies
in “The Fair Co-ed” and the “big name”
offering consists of Van & Schenck, Win-
nie Lightner, Jans & Whalen, Burt Dar-
rell and Joe Overton. Really looks
more like a Keith bill than the menu for
a picture house.

Now, according to Broadway talk, Joe
Plunkett will join in the scramble for
big names, and is said to be preparing
a surprise to be sprung shortly. Just
where all this scrap between the Roxy,
Paramount, Capitol and Strand will end

is the subject of much wondering in
Broadway film circles.

* * *

Berger Arrives From Germany

From Mainz-on-the-Rhine comes Lud-
wig Berger, another German director
with a background of successful and
highly distinctive work abroad, and big
dreams of future accomplishment in
America.

He arrived Friday on the Resolute,
and after a few days in New York will
go to Hollywood to start his first pic-
ture at the Fox West Coast Studios.

At a luncheon given in his honor at
the Ritz-Carlton, he outlined definite
plans in definite English.

Mr. Berger’s first for Fox will be
“Don’t Marry,” adapted from a French
comedy, and Lois Moran is to be fea-
tured.

* * *

Eckman Has ’Em Guessing

Sam Eckman, Jr., who sailed for Eng-
land a few weeks ago, has them all
guessing what he is doing and what is
planned by Sam and Metro-Goldwyn-
Mayer for that section of the world.
The following from Bioscope, one of the
leading trade papers, indicates to those
who know Sam that he is getting no
little enjoyment:

**Speaking to S. Eckman , Jr who reached
London on Friday from the States on **im-
portant business for Metro-Goldwyn- Mayer* ,

/ learn that since his arrival he has scarcely
had time to take breath.

**He is staying at the Savoy , and on
Saturday teas besieged with visitors and
harassed by constant phone calls. He is an
important man because everyone is waiting
to hear what he has to say about the future
of Metro-Goldwyn.

**.4t the moment he says he has exactly
nothing to communicate. He prefers to
leave all the rumors exactly as they stand.

**In W ardour street he is freely spoken
of as successor to Sir William Jury , of Jury-
Metro. Then there is the rumored fusion of
interests between M.-G.-M. and Paramount ,
under which it is said Paramount may con-
centrate on distribution while M.-G.-M. at-
tend to production only.**

* * *

Hassard Short has been appointed gen-
eral director for the Equity Annual Ball
and will stage the Midnight Jollies.

Group Business
Booms Industry

“The keynote of the industrial
revolution that is under way to-
day, is individual prosperity
through group prosperity in busi-
ness,” according to Merle Thorpe,
editor of the “Nation’s Business”
in an address at the opening of the
twenty-second annual meeting of
the Institute of American Meat
Packers. “Small business,” ex-
plained Mr. Thorpe, “prospers as
a result of group action. And by
research and experiment, group
action is advancing industries.”

Broadway Houses
Play Eight Pathe
Films Same Week

(Special to the Herald)

NEW YORK, Oct. 25. — During the week
beginning October 29, eight Pathe-DeMille
features will be shown simultaneously in
Broadway motion picture theatres. The
theatres and the productions they will pre-
sent follow: Roxy, “The Main Event;”
Paramount, “The Forbidden Woman;”
Mark Strand, “Dress Parade;” Colony,
“The Angel of Broadway;” B. S. Moss’
Cameo, “The Wise Wife;” B. F. Keith’s
Hippodrome, “The Girl in the Pullman ;”
Moss’ Broadway, “A Harp in Hock ;” and
at the Gaiety, “The King of Kings.”

Fox-Case Movietone
Attracts Interest of
London Audiences

(Special to the Herald)

LONDON, Oct. 17— (By Mail).— At the
New Gallery, following a press demon-
stration a few days ago, the Case-Fox
Movietone was put on, and created intense
public interest, the house being besieged
by people unable to get in.

* * *

The new company, Pro Patria Films
Ltd., issued their prospectus October 13th,
the lists being closed within an hour, 10
times oversubscribed !

* * *

Charles Christie, director of Christie
comedies is in town, but is not finding the
English climate as kind as that in the
States, and is suffering from a severe
cold.

* * *

At a meeting of the North Western
section of the Cinematograph Exhibitors
Association held in Liverpool last week,
complaints were made against certain
statements alleged to have been made in
Universal publicity organs.

u Uncle Tom9 s Cabin99 to
Be Opened by *U9 Nov. 4
at Central in New York

(Special to the Herald)

NEW YORK, Oct. 25.— “Uncle Tom’s
Cabin” has arrived and will have its pre-
mier November 4, at the Central theatre,
it is announced at Universal. Carl
Laemmle, planning to leave for the Coast,
is staying over an additional week in order
to be present at the opening functions.
Dr. Hugo Riesenfeld has prepared special
music for the premiere.

Laemmle , Jr., Montagne
Pen 3 Stories on Train

(Special to the Herald)

NEW YORK, Oct. 25. — Carl Laemmle,
Jr., and Edward Montagne, Universal
scenario editor, have left here for Los
Angeles, and will spend five days on three
stories simultaneously during the trip, ex-
pecting to have them shaped up for pro-
duction by the time they arrive on the
Coast. One of the stories is “Off Tackle,”
a professional football story, and another
is “We Americans.”

Fox Ball Set for Feb. 25

(Special to the Herald)

NEW YORK, Oct. 25— A glorious fun
frolic for all film folk is promised Feb-
ruary 25, at Fox Films’ second annual ball,
in the grand ballroom of the Hotel Roose-
velt.

October 29, 1927

EXHIBITORS HERALD

33

Ruth Elder, flier who was forced to land
in the Atlantic ocean on her attempted
flight to Paris, posed with Tom
Hogan, Pathe News cameraman, just
before the takeoff which he photo-
graphed. Hogan took air shots of the
Canadian wilds during the fruitless
search for Nungesser and Coli.

NEWSPICTURES

FOX NEWS N.O. 5 — Frances Grayson prepares for
Atlantic hop— Sauerkraut title is contested in
Minnesota — Leland Stanford freshmen take mud
bath from sophomores.

FOX NEWS NO. 6 — Ruth Elder takes off in flight
that ends in ocean— German generals celebrate

with Von Hindenburg on his 80th birthday

Grand Prix autoists brave death.

M-G-M NEWS NO. 20— Stranded fishing ship is
lashed by gale Speedy motor boats thrill so-

ciety folk at Savannah, Ga.— President Hainisch
of Austria sticks to farm life.

PARAMOUNT NEWS NO. 23 — Mexico in war garb
parades on Independence Day— Von Hindenburg

is given ovation on 80th birthday Autos do a

steeplechase at LaCapelle, France.

PARAMOUNT NEWS NO. 24 — Charles A. Levine,

transatlantic flier, comes home Spanish troops

and Riffs, former rebels, march together to
honor king^— Acambaro, Mexico, rebuilds after
floods.

INTERNATIONAL NEWSREEL NO. 84 — Ruth Elder
makes pretty takeoff for flight ending in Atlan-
tic— S3, 000, 000 fire sweeps eight blocks in
Ocean City, N. J. Wright air field is dedicated.

INTERNATIONAL NEWSREEL NO. 85— Charles A.
Levine is welcomed home— Hubby-calling pro-
vides novel contest at Suffolk, Va.— Chinese ride
windmill device to obtain salt.

PATHE NEWS NO. 86 — Charles A. Levine is
greeted by New York— Spanish king visits Mo-
roccan colonies— George Bernard Shaw is im-
mortalized in clay at Suna, Italy.

KINOGRAMS NO. 5335 — Ruth Elder sets out for
Atlantic flight ending in bath— Germany hails

Von Hindenburg at 80th birthday Wright air

field is dedicated.

KINOGRAMS NO. 5336— Charles A. Levine, first
Atlantic air passenger, returns home — Storm
nearly wrecks Mrs. Grayson’s plane — Official Gov-
ernment pictures tell Navy’s story.

Short Products Offerings For

Second Quarter Summarised

Comedies, the sunshine of the program, are provided in abundance for
showing in the second period of the new film year, starting November 1.
First resumes of product for the three months also show a large variety of
cartoon subjects.

This information, compiled by the
Herald for the convenience of exhi-
bitors in booking their programs for the
coming months, contains names of lead-
ing players and directors and length of
productions. The compilation to date
follows:

Educational

NOVEMBER 6

“BRUNETTES PREFER GENTLEMEN,”
with Jerry Drew. Director, Charles Lamont. 2
reels. Mermaid Comedy.

“SOME SCOUT,” with Lupino Lane. Director,
Mark Sandrich. 2 reels. Comedy.

“HE TRIED TO PLEASE,” with Monte Col-
lins. Director, Harry Sweet. 1 reel. Cameo
Comedy.

NOVEMBER 13

“UNCLE TOM’S CRABBIN,” 1 reel. Felix
Cartoon. _ TT

“MODELS IN MUD.” 1 reel. Lyman H.
Howe Hodge-Podge.

“SCARED SILLY,” with Johnny Arthur. Di-
rector, Charles Lamont. 2 reels. Tuxedo Comedy.

NOVEMBER 20

“MANY WINGS— BESIDE THE STILL
WATERS,” 1 reel. Scenic.

“REST DAY,” with Monte Collins. Director,
Jules White. 1 reel. Cameo Comedy.

“THE LITTLE RUBE,” with Dorothy Devore.
Director, Norman Taurog. 2 reels. Comedy.

NOVEMBER 27

“RED HOT BULLETS,” with Eddie Quillan
Director, Stephen Roberts. 2 reels. Mermaid
Comedy. „ .

“WHYS AND OTHER WHYS,” 1 reel. Felix
Cartoon.

“STAMROCK ALLEY,” with “Big Boy.” Di-
rector, Charles Lamont. 2 reels. Big Boy-Juven-
ile Comedy.

Paramount

OCTOBER 29

“SCARED PINK,” Christy-Duffy Comedy. 2
reels.

“KOKO CHOPS SUEY,” Inkwell Imps. Car-
toon. 1 reel.

NOVEMBER 5

“FIND THE KING,” Horton Comedy. 2 reels.
Krazy Kat Cartoon. 1 reel.

NOVEMBER 12

“EASY CURVES,” Dooley Comedy. 2 reels.
“KOKO’S KLOCK,” Inkw-ell Imps. Cartoon.
1 reel.

NOVEMBER 19

“OCEAN BLUES,” Adams Comedy. 2 reels.
“FOR CRIMES’S SAKE,” Krazy Kat Cartoon.

1 reel.

NOVEMBER 26

“MAD SCRAMBLES,” Cliristie-Burns Comedy.

2 reels.

“KOKO KICKS,” Inkwell Imps Cartoon. 1
reel.

DECEMBER 3

Vernon Comedy. 2 reels.

“MILK MADE,” Krazy Kat Cartoon. 1 reel.

DECEMBER 24

Inkwell Imps Cartoon. 1 reel.

Christie Comedy. 2 reels.

DECEMBER 31

Adams Comedy. 2 reels.

“WIRED AND FIRED,” Krazy Kat Cartoon.

1 reel.

JANUARY 7

“DAD’S CHOICE,” Horton Comedy. 2 reels.

Inkwell Imps Cartoon. 1 reel.

JANUARY 14

“FRENZY,” Paramount Novelty. 2 reels.

“PIG STYLES,” Krazy Kat Cartoon. 1 reel.

JANUARY 21

“FIGHTING FANNY,” Christie Comedy. 2
reels.

Inkwell Imps Cartoon. 1 reel.

Is 15 Per Cent of
Ads Proper Ratio
For Short Films ?

Fifteen per cent of the total advertising
of a theatre should be devoted to Short
Features, according to the majority opin-
ion of exhibitors in Indiana, Iowa and Illi-
nois visited by J. C. Jenkins, the “Herald
Man,” the last few days.

Here are the exhibitors last visited, with
the percentages they consider proportionate
for Short Feature advertising in their
budgets :

25 Per Cent

A. V. Seppert, Plaza theatre, Oyersville,
Iowa.

20 Per Cent

Rees Co., Gem, Plymouth, lnd.

Albert Metzger, Fairy, Knox, lnd.

15 Per Cent

Claude Deafdorff, Strand, Kendallville,
lnd.

John Woytimk, Hippodrome, North Jack-
son, lnd.

H. E. Hoag, Momence, Momence, III.

P. L. Nemer, Clarendon, Morocco, lnd.

H. E. Hart, Court, Auburn, lnd.

10 Per Cent

Ei. Jensen, Star, Wheatfield, lnd.

Hoag stated his reaction was that “some
comedies mean a little extra business but
most of them are just fill-in for the regular
program. ‘Gangs’ and ‘Collegians’ mean
extra business.”

Fox News Series Shows

DECEMBER 10

“TODDLES,” Paramount Novelty. 2 reels.
“KOKO’S QUEST,” Inkwell Imps Cartoon. 1
reel.

DECEMBER 17

“DIZZY SIGHTS,” Dooley Comedy. 2 reels.
“THE STORK EXCHANGE,” Krazy Kat Car-
toon. 1 reel.

Leading Football Teams

A series of action pictures of leading
football elevens of the country has been
started by Truman Talley, editor-in-chief
of Fox News. More than a score have
been photographed to date.

34

EXHIBITORS HERALD

October 29, 1927

Exhibitors Herald Production

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

Directory

A Valuable Resume of Production Activities

{J Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

Associated Studios

F ox Studio

STORY DIRECTOR CHIEF BRAND STARTING

FLAYERS NAME DATE

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

NO PRODUCTION THIS MONTH

California Studios

“Casey Jones” Chas. Hunt All Star Trem Carr Prod. Oct. 18

“Free & Easy”
“Lady

Cristilinda”
"Come to My
House”

“Balaoo”

Arthur Roseon
Frank Borzage

A1 E. Green
Richard Rosson

Madge Bellamy
Janet Gaynor
Charles Farrell
Olive Borden
Antonio Moreno
Cornelius Keefe
Edmund Lowe
Leila Hyams

Sept. 20
Sept. 26

Sept. 19

Sept. 12

Chadwick Studios

NO PRODUCTION THIS MONTH

Metropolitan Studio

“The Terrible Spencer
People” Bennett

“Speedy” Ted Wilde

Allene Ray Pathe

Walter Miller

Harold Lloyd Paramount

Sept. 12
July 30

Charles Chaplin Studio

"The Circus" Charles Chaplin Charles Chaplin United Artists Jan. 1926

Merna Kennedy

Columbia Pictures Corporation

“Stage Kisses” Albert Kelly Helene ChadwicVPerfeet 30" Oct. 12

Kenneth Harlan

“The Opening E. H. Griffith Claire Windsor "Perfect 30” Oct. 3

Night” John Bowers

Metro-Goldwyn-Mayer Studio

“Baby Mine"
“The Big City’

Untitled

“The Patsy”

“The Texas
Ranger"
“The Divine
Woman”

Robt. Leonard Dane-Arthur
Tod Browning Lon Chaney
Marceline Day

Harry Ramon Novarro

Beaumont Renee Adoree
King Vidor Marion Davies

Lowell Sherman
Wm. Nigh Tim McCoy

Joan Crawford
Victor Seastrom Greta Garbo
Lars Hanson

Oct. 16
Sept. 14
Oct. 4
Oct. 20
Sept. 26

De Mille Studio

"The Leopard
Lady”
"Chicago”
"Gallagher”
“Stand &
Deliver”

Rupert Julian

Frank Urson
Elmer Clifton
Donald Crisp

Jacqueline Pathe
Logan

Phyllis Haver Pathe
Junior Coghlan Pathe
Rod LaRocque Pathe

Sept. 14

Sept. 20
Sept. 28
Oct. 18

Paramount Famous Lasky Corporation

“The Road of
Glory”

“The Legion
of the

Condemned”

Joseph von
Sternberg

William

Wellman

Emil Jannings Paramount

Evelyn Brent

William Powell

Fay Ray Paramount

Garry Cooper

Oct. 5

Oct. 10

F B 0 Studio

United Artists

"Legionnaires
in Paris”
“Phantom of
the Range”
“Breed of the
Sunsets”

Arvid Gillstrom A1 Cooke
Kit Guard
James Dugan Tom Tyler

Wallace Fox Bob Steele

Gold Bond

Western

Western

Oct. 13
Oct. 13
Oct. 14

“Tempest” S. Tourjansky John United Artists Sept. 26

Barrymore

“Drums of D. W. Griffith Mary Philbin United Artists Sept. 12

Love”

Fine Arts Studio

NO PRODUCTION THIS MONTH

First National Studio

“The Noose”

J. F. Dillon

R. Barthelmess

Oct. 17

Untitled

M. Neilan

Colleen Moore

Sept. 13

’The Valley of
the Giants”

Charles Brabin

Milton Sills

Aug. 25

“Louisiana”

Geo.

Fitzmaurice

Billie Dove

Gilbert Roland

Noah Beery

Aug. 29

“Shepherd of
the Hills”

A1 Rogell

Alec Francis

Mollie O’Day

John Boles

Mathew Betz

Aug. 26

“The Chaser”

Harry Langdon

Sept. 14

“French

Dressing”

Allan Dwan

Lois Wilson

H. B. Warner

Clive Brook

Lilyan Tashman

Oct. 12

"Sailors Wives”

J. Henabery

Mary Astor

Lloyd Hughes

Oct. 1

Universal Pictures Corporation

“13 Washington Mel Brown

Jean Hersholt

Sept.

26

Square”

“Finders*

Wesley Ruggles Laura LaPlante Jewell

Sept.

29

Keepers”

“Foreign

Legion”

Chas. Kenyon

Norman Kerry
Lewis Stone

Jewell

Sept.

26

“Man Who
Laughs”

Paul Leni

Conrad Veidt
Mary Philbin

Jewell

Sept.

26

“Hey Rube”

Del Andrewe

Hoot Gibson

Jewell

Oct.

10

Warner

Brothers

Studio

“In Name

Henry LehrmanOwen Moore

Oct. 3

Only”

Helene Costello
Kathryn Perry

Oct. 7

“Beware of

Archie Mayo

Irene Rich

Married Men"

Oct. 17

“A Race for

Ross Lederman

Rin-Tin-Tin

Life”

“Glorious

Alan Crosland

Dolores Costello

Oct. 10

Betsy”

“The Little

John Adolfi

May McAvoy

Oct. 20

Snob'

October 29, 1927

EXHIBITORS HERALD

35

PRESENWION ACTS

Report N. Y. Units Not Clicking

Organ Solos
Offered in
Plot Forms

New Field for DeLuxe Organists
— Albert Brown Starts Stunt

Some few weeks ago we carried
an article in this section relative to
the Plot element for bandshows
which are a vital necessity for the
future success of presentation. To
further impress the importance of
this logic we wish to show the pos-
sibility that continuity has in stage
bandshows. By injecting a plot
into your bandshows we don’t
necessarily mean that you must
always embody a continuous story
to make your particular show in-
teresting and an artistic success.
Sometimes by writing a special
opening and a special closing num-
ber with a similar trend in the
middle of your show you will have
accomplished the same thing as
that of a story throughout.

Not only are plots essential to band-
shows but it should also be considered for
organ solos especially when you stop to
think of the great number of organists
all over the country who are doing com-
munity singing and special solo stunts
that have little if any novelty to it. The
man that can be convinced that his organ
has been installed for something more
than merely community singing purpose
or for the accompaniment of photoplays
is the man that will eventually lead the
list of desired organists. A few days ago
the writer dropped in at the Marbro the-
atre, Chicago, and witnessed a program
which Albert F. Brown had prepared
and which gave light to a new idea that
should become an instant success all over
the country and that is to present organ
solos in playlet forms. They are very
simple in preparing, in fact, if the par-
ticular organist desiring to do the stunt
is not capable of writing his own playlet
there are a number of men who make
it their business just to write these ideas
for them. The way this organ playlet
took place was almost in the form of a
miniature musical comedy with the organ
as the only musical aid. The idea has
a title and description, its own cast of
characters and in addition to the many
illusion effects, the lyrics of the particu-
lar songs played and which the theme
( Continued on page 36)

Always a Leader

ALBERT F. BROWN, the noted organist
for Marks Bros., and one of the most popu-
lar men in the music world who has al-
ways led the way for other organists by
conceiving new ways and means to utilize
an organ for other purposes besides com-
munity and photoplay accompaniment —
Brown revived the scrim presentation and
originated the scrimaphone solos — now he
is the first one to start the playlet organ
solos that combine all three ideas in one —
proving again that he is always a leader
in any thing pertaining to the progress of
the deluxe theatre organ.

Terry Returns to Rialto

Leo Terry, formerly featured organist at the
Capitol and Piccadilly Theatres, Chicago, has
returned to the Rialto Theatre in Joliet as fea-
tured organist after an absence of nearly eight
months.

EXHIBITORS !

Here are a few Chi
cago theatres that pack them

in with NOVELTY STUNTS.
Windsor Are you getting

Michigan the Service you

Midwest are paying for?

North Center If not

Okland WIRE WRITE

and others. CALL

54 W. Randolph St., Chicago
Tel. State 2147-2148
1*. S. See Oct. 15 issue of EX-
HIBITORS HERALD about “Dis-
covery Nights.”

^ f %

Shows from
East Minus
Local Color

Songs and Jokes Become Stale by
the Time They Reach West
By A. RAYMOND GALLO

After a thorough survey con-
ducted by this department through-
out the country, it has been learned
that in the last few weeks the New
York Publix units are not clicking
in the middle west. This is due,
according to reliable information,
to weak casting and musical ar-
rangements which are passe by
the time they reach the Middle
West.

At one time the beautiful class units
produced in New York by Frank Cambria
and John Murray Anderson were the talk
of the deluxe houses. However, their
popularity was due not to the local or popu-
lar atmosphere of the production but for
their elaborate costumes and settings which
never failed to make a beautiful flash in
any theatre.

Situation Now Changed

This situation has been changed con-
siderably in the last few months, especially
since Chicago started a production depart-
ment for Publix to supply 10 Middle West-
ern theatres with deluxe bandshows. When
these units were produced in Chicago the
producer usually conceived an idea around
popular songs and chatter and surrounded
them with specialty acts that would fit the
particular numbers and throughout the
show the continuity was retained in some
manner.

Now that the production of these units
has been transferred to New York, the
productions lose their value and local color
before they reach the state of Iowa. In
order to keep the interest of an audience
throughout a stage show a producer must
not tire them with continuous repetition
of songs and gags which nowadays spread
faster due to thq radios and constant plug-
ging of music publishers.

An idea must be fresh in each town and
changed as it goes along the route so
that it may meet local requirements and
permit individuality by members of the
band or the orchestra leader who in most
cases assumes the principal role of master
of ceremonies and fun-maker of the bill.
Managers Protesting

Managers of deluxe picture houses oper-
ating Publix theatres have watched the
( Continued on page 36)

36

EXHIBITORS HERALD

October 29, 1927

N. Y. Sends Weak Units

( Continued, from page 35)

situation closely in the last few weeks and
offer no end of complaints, not only as
individuals but as a group. They have
found that the New York production angle
does not fit the needs of the West when
it comes to supplying entertainment to their
neighborhood audiences.

This situation is very important and
should be remedied before the public tires
of this policy or reverts back to some
other sort of amusement. There is plenty
of good talent laying idle and available
to build up first-class bandshows that can
use popular songs and up to date ideas
on the style of miniature musical shows
carrying a plot from beginning to end.

It would pay for the production head
of any circuit to watch the splendid work
being done by Louis McDermott, producer
of the Paul Ash shows at the Oriental
who is to our knowledge one of the best
bandshow producers in the country. In
Chicago there are also several other pro-
ducers who know the local angle and can
easily develop a show that will please
throughout the Middle-Western-Southern
territory.

The writer has seen -all of the band-
shows that have come from the East in the
last few weeks and with the exception of a

few specialty acts they are without any
exaggeration mediocre productions that
hold very little interest in the way of en-
tertainment value and unless this situation
is altered before very long he is also of
the opinion that a great difference will be
noted at the box office wherever these
units may appear in the future.

Chicago has proven a capable city for
presentation by becoming the originator of
the policy and we believe that Chicago
can still supply the right sort of enter-
tainment for deluxe pictures houses if the
management of these circuits would only
organize a capable staff to produce future
bandshows in Chicago instead of New
York.

Hill Gets Married

Eddie Hill the popular presentation bet
and one of the most jolly stage comedians
of today, is no longer a single man. He
gave up his liberty on the eve of October
25, at the Oriental theatre, Chicago, where
he became the husband of pretty Eva
Thornton, the blonde songstress of musi-
cal revue fame. The marriage took place
on the stage of the theatre after the last
show at night, and Paul Ash acted as best
man. A number of friends and members
of the theatrical profession were present
when the couple took the marriage vow.
We suggest that Eddie now discard his
“crying” song for this one — “This Is My
Lucky Day.”

**He*s the Last Word ”

AL BELASCO

“The Dynamic Director”
and His Novelty Syncopators

FEATURED IN

LUBLINER & TRINZ STAGE
PRESENTATIONS, Alternating
at HARDING and SENATE
THEATRES, CHICAGO

Affiliated with PUBLIX CIRCUIT

BOB BILLINGS

Solo Organist

CRYSTAL THEATRE, CHICAGO

BILLY MEYER

(The Golden Tone Baritone)

Now Leading a Stagehand

Rotating at — UPTOWN — ORIENTAL — TOWER Theatres, Mil., all Saxe Houses
Thanks to Paul Ash, and All Balaban & Katz Booking Officials

-ifpBi

JESSE CRAWFORD

1 ~ Jf

With MRS. CRAWFORD at the

- i

STAGE CONSOLE

1

Paramount Theatre, New York

Ji

“At the Cross-Roads of the World”

Organ Playlet Solos:

( Continued from page 35)

is wound around were flashed on the
scrim curtain. In this particular case
the stunt was called “A Drama In Song”
called “Highway and Byways of Life”
featuring “Side By Side,” “Broken
Hearted” and “A Night in June” as the
theme songs which were sung and played
as stated above by real players.

It is surprising to note the interest
that the public shows and displays
throughout this sort of entertainment
which delivers a moral and entertains at
the same time. Of course it would be
foolish to state that every theatre in the
country regardless of its size should do
the stunt, but it is reasonable to assume
that any of the deluxe houses could easily
stage such a solo without very much
expense added to its weekly production
overhead. The idea of injecting con-
tinuity to your organ solos is a thing
that is bound to come and the time is
not very far when some of the wise ex-
hibitors and live-wire organists will
awake to the fact that in order to be a
part of this great amusement world they
must be up to date in all the latest de-
vices and improvements which serve the
public with entertainment. Just like
vaudeville suddenly turned into picture
house presentation so will organ solos
turn into continuity stunts and the first
ones to go after the idea will be the ones
that will derive the credit and glory for
the vision and confidence in promoting
a new idea that is here to stay. Those
who are anxious to know more about
this in detail will gladly be furnished
with more information upon request.

See “Better Theatres” section of this
issue for further details.

STAGE SHOWS

Chicago Chicago

Week Ending October 23

The sixth anniversary of the Chicago theatre
was celebrated in an imposing manner this week
by Spitalny’s orchestra, with the Chicago theatre
singing ensemble on the stage giving selections
from “Martha,” and Buffano’s stagehand, assisted
by some excellent novelty numbers, presenting
“Way Out West.”

“Birthday Greetings” is introduced by the or-
chestra and two girl trumpeters. Curtain parts
to show elaborate scrim representing a huge
birthday card, with the words, “Birthday Gree1>
ing, 1927.” The outline of a 6hip in electric
lights is then seen and scrim rises to show a
large cut-out old fashioned valentine. The Mor-
gan dancers, in white costumes, do a toe dance
and then a little 6-year-old girl, Shirley Jane
Shellcross, dressed as cupid, steps down from the
center and says "Hello, everybody. I’m awfully
glad you came to our birthday party. We’re going
to have a nice big cake.” She then signs I m
in Love, That’s All,” and gets a big hand with
her acrobatic dancing.

Curtain rises to show drop representing Me-
dievel hall ; suit of armor on each side, and spin-
ning wheels at which are six couples in green
and yellow modified period gowns. From “Martha”
they give the “Quintette,” “Spinning Wheel” and
join in with Margery Maxwell when she sings
“The Last Rose of Summer.” Tremendous ap-
plause. In the finale Shirley Shellcross decends
from the flies on a large electric sign reading
“Sixth Anniversary,” with some gorgeously cos-
tumed girls silhouetted against a background of
lights.

“Way Out West” is introduced by the organist,
who plays an Indian war dance, as the curtain
parts showing the stagehand in cowboy outfits.
Shots are fired offstage and as the band gives a
cowboy yell, Buffano, in white riding breeches,
boots and white shirt and 10-gallon hat, runs to
center and presents the boys of the “Double Cross”
ranch. They play "Just a Little Kiss from a
Little Miss. The Morgan Girls, dressed in fancy

October 29, 1927

EXHIBITORS HERALD

37

pink silk shirts, blue and pink chaps, large hats
and cowboy cuffs, do ballet in tap, without accom-
paniment.

Lang and Voelk, in cowboy costume, were en-
thusiastically received with their vocal selections,
“Baby Your Mother Like She Babied You” and
“A Night in June.” Kendall Capps did a pleas-
ing soft shoe dance, but almost spoiled it by a
poor curtain call.

The stage band next did a clever musical satire
on “Uncle Tom's Cabin” as Buffano told the
story, and everyone laughed when Little Eva,
represented by a doll, ascended to heaven by being
pulled up into the flies on a wire.

Myrtle Gordon was introduced as the "sweet-
heart” of the ranch, and sang “I Ain’t Tak’n’
Orders from No One” and “When Baby Feet Go
Pitter Patter 'Cross the Floor.”

The hit of the show was Jack Powell, comic
blackface novelty drummer, who threw his drum-
sticks around like boomerangs.

“Moondear,” in which a famous Indian legend
was interpreted by Mooney and Churchill, who
represented an Indian brave and maiden, was the
last number. Backdrop a beautiful painting of
the Grand Canyon. Morgan Girls in an Indian
dance. In the finale they wear war bonnets and
robes. In the last scene an Indian girl with
headdress is silhouetted against a large illumi-
nated moon on the backdrop and the dancers do
a torch drill.

Milwaukee Venetian

Week Ending October 15

Recently Stanley Gross, manager of the Vene-
tian, a Milwaukee Theatre Circuit neighborhood
house, inaugurated the policy of offering on Fri-
day and; Saturday nights of each week, a 35
minute stage presentation built around Harry Al-
len’s Venetian Screnaders. This policy has been
meeting with considerable success, and Gross is
always assured of a good patronage on those
nights.

This weeks presentation is “The Night Club”
and opens with the orchestra playing, “Hail,
Hail the Gangs All Here.” The setting is that
of a cafe with tables arranged near the orchestra
who are in evening dress.

Norma Lowenbach is presented and obliges with
a snappy bit of dancing in jazz style which draws
a good hand from the audience.

Ruddy Koch in a fine voice offered “Russian
Lullaby” and “Just Once Again” accompanied
by the orchestra. Both of his selections were
well done.

The orchestra then went into the strains of “She
Don’t Wanna” with a bit of comedy introduced
by Harry Allen and one of his players who dons
a red wig while Harry sings to him the words of
the song which provoke much laughter.

Mr. and Mrs. George Walsh to the strains of a
waltz by the orchestra dance a pretty waltz dance.
The young couple was good and received a good
hand for their offering.

The greatest applause was given Rudolph Acker-
man who played the “American Patrol” on the
xylophone introducing the selection on the trap
drum. Ackerman was accompanied during part
of the selection by Omar Smith at the organ.

To the tune of an oriental strain. Miss Lowen-
bach in Egyptian costume put on an oriental
dance which was well done, and received a fairly
good hand.

“A Lane in Spain” was played by the orches-
tra first in its true melody and then in jazz style.
The orchestra then injected a bit of comedy when
a pretended raid was made on the night club
and the lights went out. When they were turned
on again the club sign was replaced by a public
library sign, Harry Allen was playing “My Little
Gypsy Sweetheart,” on the violin and the rest
of the orchestra was busy reading fairy tales.

In their last appearance Mr. and Mrs. Walsh
engaged in a strenuous acrobatic dance which in-
cluded a number of steps which netted them some
neat applause.

Chicago Uptown

Week Ending October 23

Clara Bow in “Hula” is the screen attraction
this week with the “Dempsey-Tunney” fight films
on screen. Bennie Krueger and his band in
“Tokio Blues” is the Publix Unit featuring Willie
Solar and the three Mayakos. In addition to this
presentation the band presents many musical ar-
rangements and individual specialties including
several saxophone solos by Bennie Krueger.
Since the New York Units have taken the place
of a local production, it seems that the individ-
uality of the band as well as the personality of
the leader has been robbed, for after all it’s
Bennie Krueger’s name that draws them into the
theatre and his popularity should be kept up for
good results.

New York Roxy

Week Ending October 28

Erno Rapee leads the Roxy Symphony Orchestra
this week through “Leharianna,” a Potpourri of
Lehar’s most popular melodies, wherein Gladys
Rice sings a bit of “Vilia, Vilaia,” Bolshaff and
the Ballet Corps do the “Danse Russee,” and
Dario and Irene are in on “The Merry Widow
Waltz.” A production overture ending with the
entire ensemble for a finale.

“Nocturne,” an Adagio dance number reported
in these columns last week and repeated on the
current program. By far one of the finest things
in Ballet and team work Roxy has been presented
with his able ballet masters, Staats and Leonidoff.

"On De 01’ Plantation,” Carolina Dancers and
Serenaders, Hall Johnston, director. The same
fine group presented the “Camp Meet” on last
week’s program, in a new arrangement this week,
using dancers. The melodies, their shading and
effects are superb in group singing.

“On The Campus,” the big and final bit lead-
ing up to the feature picture, “The High School
Hero.”

Finale: “The High School Cadets.” The entire
ensemble.

An entire production as it were on a minature
basis, stepping along at a fast, peppy and glorious
pace. Outstanding in the program, however, is
the work of Russell E. Markert’s Sixteen Amer-
ican Rockets. This reporter used to think the
Tiller Girls the last word in team work, how-
ever, that was before we saw these American
girls, and they of course brought down the house.
There are two-hundred people in the cast, and
all of them great in their particular field. It’s
unfortunate space does not permit mentioning the
individual efforts that in spots are real bits of
talent and showmanship.

Kansas City Mainstreet

Week Ending October 21

Bertram & Saxon, billed as “Kentucky’s Song-
sters,” headed the stage program at the Main-
street this week. Which, incidentally, was the
seventeenth week for Walter Davison and His
Louisville Loons as the stage orchestral attrac-
tion, being featured with all the acts.

Bert Lewis had an act consisting of songs and
stories. Dorothy Barber had a number consisting
of dances and vocal numbers. Eva Mandel’s num-
ber, “Trying To Get Along,” consisted of vocal
numbers and dialogue. Billy Glair, comedian, had
a number titled “The Collegiate Comedian,” while
Master Gilbert had a 1-man skit titled “The
Merry Entertainer.”

The Louisville Loons played popular selections
as an overture.

San Antonio Aztec

Week Ending October 14

Jean Sarli and his Aztec Symphonizers fea-
ture the Aztec stage show this week with their
bandshow offerings. “La Perry’s Fantasies,” with
Perry’s dancers and La Shay’s Miramba Band,
one of the most unusual novelty bands in the
country. All sorts of queer instruments figure
in this bunch of musicians. A lot of clever danc-
ing, good singing, comedy, and generously rich
stage settings make the Aztec show one of unsual
entertainment this week. Delores Costello is on
the screen in her lastest picture, “The College
Widow,” by Geo. Ade.

Boston Metropolitan

Week Ending October 21

Jack Partington’s presentation takes us way
down south to “Dixieland.” The back drop is

JEAN— HUBERT —FRITZ

“The Greater Drunkard Dancers ”

Only Act of Its Kind in Presentation

Just Completed a Tour of B. & K. and L. & T. Now Featured
in “A Syncopated Menu.”

A Publix Stagehand Unit

Direction — WILLIAM MORRIS AGENCY
P. S. Watch This Space for Our Cartoon

BILLY ADAMS

“That Funny Long Fellow”

Now Featured in “A Syncopated Menu”

A PUBLIX STAGEBAND UNIT

Direction — Wm. Morris Agency.

RUTH MARIE MARCOTTE

“The Versatile Prima Donna”

Coloratura Soprano Singing Classical and Popular Ballads

Now Playing Deluxe Picture Theatres
All Mail Received in care of — EXHIBITORS HERALD

RAY TURNER”

Guest Organist
CORONADO THEATRE, ROCKFORD, ILL.

(A Great States Theatre)

38

EXHIBITORS HERALD

October 29, 1927

covered with sunflowers, which half conceal a
huge watermelon. A big cardboard hand holding
a knife is swung across stage behind the orches-
tra, cutting the top off the watermelon, and dis-
closing Forbes Randolph’s Kentucky Jubilee
Choir, who give some clever vocal selections.

Gene Rodemich and his Met Merry Makers
warm up with “Swanee Shore.” They are fol-
lowed by Morris and Rapp, tap dancing boys.
Edith Griffith gives us her interpretation of “You
Don’t Like It — Not Much!”, and other popular
songs.

Gene next introduces Ruth Stanley and Luella
Lee, two snappy tap dancers in colorful butterfly
costumes. They come on again later, and give us
another dance number.

Next we hear a new version of the Black Bot-
tom, played by Rodemich and his band, and Henry
Lamont gives a specialty dance number.

Joe Penner, who evidently can’t remember his
place on the program and has come out several
times and interrupted Gene to tell him jokes,
comes in and sings, “You Tell Her I Stutter.”
The audience wants him to stay, however, and
he springs some more jokes.

In closing, the American Saxophone King,
Rudy Wiedoff, does some tricky work on his sax,
tickling his audience by making the instrument
laugh.

“Shanghai Bound” is the film.

New York Capitol

Week Ending October 28

“Dance Of The Hours,” as an overture by the
Capitol Grand Orchestra, David Mendoza, con-
ducting, is about as nice a one as a symphony

orchestra would want to choose. Played of course
superbly.

"Roses,” wherein William Robyn, Sylvia Miller,
Maslova and Rauth, the Capitol Ballet Corps and
the Vocal Ensemble, sing a song and dance a bit
to the background of roses and more roses. The
solo bit of singing by Robyn and Miller, backed
by the ensemble very effective. Maslova and
Rauth, expressing the dance, are good enough to
be permanent features at the Capitol. The Ballet
always has been to this reporter, something al-
ways good.

Wesley Eddy conducts Paul Specht’s Capitolians
this week, and also acts as master of ceremonies,
doing nicely. The orchestra is really a knockout,
enjoying applause that a lot more famous ones
have never heard. “It Was Only A Sunflower”
is their opening number, using a scrim, with boy
and girl 6inger as background at finale, including
rainbow.

Bert Darrell taps it off to the tune of “Poet
and Peasant” in this 6pot and offers something
new for tap dancers to shoot at. In good taste
and grace throughout.

Winnie Lightner, chuck full of her old pep,
sings “South Wind” as an opener, follows with
“Going to Raise a Papa, All My Own,” and
“Every Body Loves My Girl” for an encore, after
which she kissed and begged off.

Jans and Whalen, late of Texas Guinan’s “Pad-
locks of 1927” do-do and da-da all over the place,
with a line of chatter, song and dance all their
own. A couple of showmen from the word go.
The act has been in presentation before, I be-
lieve, and always clicks. For an encore they ask
orchestra to 6tart playing “Hallelujah” and bring
a couple of chairs out on the stage and seat them-

selves to enjoy it with the rest of the house.

The Chester Hale Girls do an especially good
number here called “The French Doll.”

Van and Schenck, in a program humor, packed
in considerable dialogue, and on the wings of
their pennant winning harmony rolled up the
usual big score for themselves.

For a program of musical comedies favorites
the Capitol is out to get them all. This their
third week of the greater stage shows, as usual
has them in line a block away from the box-office.
The 6how is as big and pretentious a one as any
movie house ever dreamed of staging.

Chicago Nor shore

Week Ending October 29

Atmospheric presentation suggesting the theme
of the motion picture on the theatre program has
become almost obsolete since the introduction of
the stageshow. For that reason it seemed like
old times as this reporter sat through A1 Kvale’s
bandshow, “Rookies,” at the Norshore this week.

The picture was “The Big Parade,” and A1
gave his appreciative audience a bit of the lighter
side of the war as entertainment.

The show opened in front of a drop on which
was painted a scene in an army cantonment. A1
hidden almost by a large apron, sat peeling
6puds. After a brief monologue the drop raised
on the interior of the camp theatre. A1 entered
to rehearse the boy6, all of whom were dressed
in khaki.

Hutchins and Halloway, who can do wonders
with the harmonicas, got a big hand for their
work and obligingly gave an encore. Bebe Fen-
ton performed some difficult acrobatics on her
toes and pleased.

The band then played and sang a medley of
favorite army songs, with "Hinky, Dink, Parley
Vous” as the principal strain. It was an excel-
lent arrangement and the audience took to it in
great fashion.

Tyler Mason, blackface comedian, whose act we
have reported on favorably so many times, fol-
lowed. He always gives the crowd plenty of good
laughs, and his singing of “Are You Happy” got
a big hand.

The Lassiter Brothers, who are dancers su-
preme, took the house over for several encores.
They’re a great dance team.

The show closed with “Home Land,” with the
drop in back rising to reveal a boat sailing from
“over there” back home. It was a good show.

Detroit Michigan

Week Ending October 22

The current production, “Flying High” offered
a variety of entertainment on the stage. Avia-
tion supplies the motif and serves a medium to
expose some tricky novelties. Lou Kosloff and
the Michigan syncopators traced Lindbergh’s flight
in music and dedicated the number to Ruth Elder.
Specialties from Bernard and Henry were well
received; a troupe of attractive and skilled girls
gathered together in miltary formations; Ernee
and Fisher teamed nicely in a Bowery skit ; Joe
Herbert vocalized and “Jerrie” completed the
program on his accordion and dances.

San Antonio Palace

Week Ending October 14

The “Jazz Pirates,” all girls, offer “Jazzique”
this week. The girls, each of whom form part
of the eight piece orchestra, each specialize in
some novelty or feature number. The Mahavier
Sisters are the hit of the show, with their slow
motion dancing. Instrumental numbers, and song
specialties, together with a few pirate dance offer-
ings, complete the bill. Set is olio back drop,
with house from wings. Show goes over nicely;
picture is “The Crystal Cup,” with Mulhall and
Mackail.

Minneapolis State

Week Ending October 22

The State offered a bill par excellence this
week both on stage and screen. It offered one of
the best evenings of entertainment the theatre has
booked for some time.

Joe Cook, and his one man vaudeville show,
was the feature of the bill and his act alone was
worth the admission price. His three foils in
exaggerated dress and makeup and a clever girl
dancer, above the ordinary, were entertaining
sidelights.

BILL NAT

MILLER & PETERSON

(Originators of the TAP-WALTZ)

Others IMITATE— But we ORIGINATE
our steps.

Now Featured in MARKS BROS. Stage-
band Shows.

Playing Return Engagement
Direction SIMON AGENCY

MIGUEL GALVAN

(iThe Spanish Banjo-Boy ”

Now Featured in a
PUBLIX STAGEBAND UNIT
Direction — William Morris Agency

DR. G. W. RONFORT

Featured Organist

NORTH CENTER THEATRE, CHICAGO

I Lubliner & Trinz and Publix Circuit)

RUTH LUELLA

STANLEY and LEE

DANCERS PERSONIFIED

Just Closed a Tour of PUBLIX THEATRES

Now Playing Deluxe Houses in the East

Direction Wm. Morris Agency

UNIFORMS COSTUMES BROOKS Tv cir;

October 29, 1927

EXHIBITORS HERALD

39

Chicago Granada

Week Ending October 23

This week’s stage show was called “Vogues and
Varieties,” which featured Miller and Peterson
and the Six American Belfords. Benny Meroff
appeared this week as he does every other week
at this house and from close observation it seems
that this fellow is petering out as a local favorite.
The stage show ran as follows:

Opening: In front of street drop with Miller
and Peterson dressed in evening clothes singing
the introductory song, a special number written
by Sonny Miller. The Granada Girls make their
entrance here assisted by the two boys and go
into a fine dance routine.

After this the curtain rises to a full stage set-
ting as Benny Heroff enters to no reception to
announce a band arrangement of “Are You
Happy?” (At one time in the early popularity of
this leader, his entrances were always greeted by
a hearty reception but that was Way Back
When — ) After this number Meroff rendered a
solo of the number on his saxophone intermingled
with musical bits by different members of his
band. A point of interest is the fine playing
offered by his clarinet player as Meroff does some
of his fine dance steps which no longer seemed
to avoke applause. Meroff won his popularity in
Chicago as a dancing band leader and is losing
his following by trying to be a Jack of All
Trades and Master of None.

Miller and Peterson came on again with a
straight eccentric buck dance that won a fine
reception. This was followed by Jue So Tar, a
sweet little Chinese girl, who sings “Just Once
Again” and “Dewey Days,” in cute style, doing
the last number in both American and Chinese
style.

This was followed by a band arrangement of
“II Guarney,” a classic overture which Meroff
leads. It has been noticed that this house appre-
ciates classic music regardless of the leader’s
knowledge of same. The boys were well paid for
their efforts in this piece.

This was followed by Constance and Norman
Shelby in their fancy waltz dance which has been
seen at this house many times before, probably
for the lack of other acts. One of the hits of
this bill followed next.

The Six American Belfords,” composed of six
men in one of the most smoothly arranged rizzly
routines ever offered. Their acrobatic and ath-
letic stunts are remarkable and stopped this show.
They were followed by Miller and Peterson for
the third time on this bill, this time doing their
famous tap waltz which they do with so much
ease and gracefulness in rythum. They are un-
doubtedly one of the best dance teams that this
reporter has ever seen in a picture house and this
audience certainly let them know it.

A band arrangement of “Lonely Melody,” an-
nounced as Benny Mcroff’s own composition with
an arrangement by Clarence Wheeler, a member
of this band and a vocal solo by A1 Marineau, the
trombone player, who sings same in pleasing
style.

Finale: Was in keeping with the opening with
Fanny Thompson in gorgeous gold costume sing-
ing the introductory song of Vogues and Varieties
as the balance of the Granada girls assembled on
stage while seven more decorate bridge in back of
orchestra as the back curtain parts disclosing
a young lady descending.

Observation: This was without any doubt one
of the most beautiful costumed Finales ever
staged in a presentation house. A great deal of
credit must go to Sonny Miller for the special
lyrics and staging of this scene.

Des Moines Capitol

Week Ending October 22

Jimmie Ellard and his Musical Jesters cooked
up a savory banquet when they presented the
audiences during the week with one of the best
bills of the season in celebration of Ellard’s five-
hundredth performance at the theatre. “A Synco-
pated Menu,” seasoned with all sorts of peppery
bits, whetted the appetities of the patrons until
they asked for more and more.

Five scenes including some jazzy salad and
some rich desserts brought many encores. Jim-
mie was recalled numerous times when he sang
“I Never See Maggie Alone.”

Loraine Tumler, dainty singer, offered two songs
in attractive settings, “Lantern of Love” and
“A Night in June.” With this last number, a
moving canoe under the moon, passed across the
stage above and back of the orchestra with
charming effect. Dot Myers sang “Just Another
Day Wasted Away.”

Two top notch dance specialties were contributed
by Wallace and Cappo and by Fritz and Jean
Hubert. The first pair are boyish Broadway
steppers and the second are known as the danc-
ing inebreites. They negotiated some of the
funniest and most clever falls seen in many a
moon on any stage.

Billy Adams was the chief fun maker in the
show. His nonsense patter and his trombone
song drew spendidly. The Eight Little Pepperpots
in the chorus danced much more skillfully than
they sang. The orchestra, singly and together,
really put over the show with their more than
good work.

The final scene with the entire company sing-
ing, “No Wonder I’m Happy” and “June Night”
left Jimmy deluged with confetti and applause.

Herbert Koch, organist, made the organ talk
with his original number, “The Organ Speaks.”

Chicago Sheridan

Week Ending October 23

This being Verne Buck’s vacation. Hal Hiatt,
his Ace Sax Player, took his place as band leader
and Master of Ceremonies. The stage show this
week was called “Pirate Pranks,” which carried
out the Pirate idea in both costumes and scenes.
It ran as follows:

Opening: In dark stage with two skeletons on
each side and as lights got brighter the interior
of a cave was noticed with the boys all in Pirate
outfits taking their place on band platform to
play an arrangement of “Pianafore” to which the
Joe Keith girls also danced a novel routine. This
was followed by a male voice singing in a fine
bass voice “The Volga Boatmen” in native tongue.

Hal Hiatt steps up next to introduce “Blue
River” to which he offers a solo on his sax ac-
companied by the band with back drop repre-
senting landscape to , comply with song. Eddie
Willis followed next with a number of novelty
and eccentric steps impersonating several musical
comedy stars and was followed by Cora Walsh, a
cute blue singer, who offered “Broken Hearted”
“Knocking At My Door” and several other popu-
lar tunes to which Hiatt assisted with clarinet
solo that stopped the show.

Cloyd Griswold next sang “Sunshine” to which
the Keith dancers offered a pretty routine. This
was followed by a band arrangement of “One
O’Clock Baby” with a saxophone solo by John
McCune. This was followed by Little Babe Morris
known as the “Queen of Jazz,” who offered a
series of tap dancing in the style of drumbeat.

Fulco and Sebastian, two men harmony singers,
came on next with popular tunes offered in their
individual style.

Wilfred and Newton reported before in these
columns were very popular on this bill.

/ / Return Engagements Everywhere ! !

— HELLER AND RILEY —

COMEDY SINGING DANCING

Such Popularity Must Be Deserved

Now — Majestic — Bloomington Next Week — Ambassador, St. Louis

Direction-MAX TURNER WM. MORRIS OFFICE

P. S. Markell and Faun now playing Metropolitan Boston. They’re good too!

BERNARD COWHAM

Oriental Theatre, Milwaukee

Heaven’s Gift to the Music Publishers

jack BORN and LAWRENCE jean

“KOMEDY KAPERS”

Featured in “Montmartre” A
PUBLIX-STAGEBAND-UNIT-SHOW

Direction — William Morris Agency

Pittsburgh Grand

Week Ending October 22

The entertainment on the stage this week con-
sists of but two acts. One using the picture sheet
as his part of the entertainment and the other
using a plain eye poorly lighted making but four
people as the stage attractions for a first run
downtown theatre and not unusual talent at that.

The overture is “My Maryland,” being a plug
for the show of that name which comes next week
at allot her t heat re, operated by same company.

Paramount News follows and then comes Eddie
Cook and the Shaw Sisters, who play sax, violin,
dance and sing but doing nothing unusual that
would put them out of the ordinary class and
probably in vaudeville would be in the number
two spot.

Don Barclay then follows with a D. W. Griffith
one real picture, made about fifteen years ago
with Lillian Gish, H. B. Walthall, Lionel Barry-
more, and many others well known today and
proceeds to wise crack on characters, action, etc.

CHAZ CHASE

“The Unique International Comic”

Now Touring Over
MARCUS LOEW CIRCUIT
Direction — William Morris Agency — Thanks to
A1 Melnick

TOMMY SACCO

AND HIS

Symphonic Entertainers
CRYSTAL THEATRE, CHICAGO

40

EXHIBITORS HERALD

October 29, 1927

Chicago Oriental

Week Ending October 23

The stage setting at the Oriental this week
represents a beautiful Spanish patio that makes
you believe you are really “In Spain,” which is
the name of the presentation, and the show is
Spanish throughout, with Peggy Bernier the only
member of the show not appearing in Spanish
costume.

The show opens with the band playing “Until
Tomorrow,” with Jack North singing the lyric.
The Abbott dancers dressed in beautiful orange
and black costumes enter from both wings to do
a pretty castanet dance.

Paul Ash then enters, dressed as a Spanish don,
and leads his orchestra through “The Dream
Tango.” Although the piece is just another Span-
ish song, it is well played by the band. Ash next
introduces Flavio Plasencia who sings “La
Paloma” for a good hand.

This is followed with the band playing “Just
Another Day Wasted Away,” which is a favorite
at the Oriental. The number wins a wonderful
applause, and then three young men, The Three
Aces, come on to sing the song. This gets a still
bigger hand and as an encore they sing “Blue
Heaven,” which also goes over fine. Before they
are permitted to exit they sing “A Night in June”
and “Are You Happy.” The Three Aces, with
their harmony and jazz singing, know how to put
over a song.

The Dean Brothers next enter to give some very
good soft shoe dancing. They dance together and
individually and succeed in putting over some
good original steps and acrobatics. It is a good
act and wins a good hand.

Then comes the one and only Peggy Bernier,
who is deserting, at least temporarily, motion
picture presentations to take an important role
in the Chicago cast of “Good News,” a musical
comedy. This reported saw the first performance

of Peggy in a Chicago theatre, and has been a
great admirer ever since. She has a capacity for
taking any old song, good or bad, and injecting
something into it that puts it over with a bang.
She sings “I Ain’t That Kind of a Baby,” "He
Don’t Wanta,” and "Miss Annabelle Lee.”

The Abbott dancers next come on to do the
IKinkajou dance, and as they do it, it’s a knock-
out. They do several stunts that are absolutely
novel. The house gives the dance a big hand.

Jack North comes on with his banjo to sing
“If You See Sophie Like I See Sophie,” “I’m
Back in Love with You” and “Turkish Towel”
for a big hand. North is a clever performer.

Then comes the hit of the show in the person
of Geraldine and Joe, two little tots, not more
than four or five years old. They sing “Who’s
Your Sweetheart,” and it is about the cutest
thing seen on a stage in years. Geraldine next
sings "Dew Dew Dewey Day,” with all the byplay
with Ash that the grownup songster sometimes
pull with Ash. It’s absolutely a knockout. Then
the two come on again to do an Apache dance.
Geraldine sings “My Man” and then the dance
begins.

Ash and his band next play “An Old Guitar
and an Old Refrain,” with The Three Aces enter-
ing to sing the song. The Abbott dancers dressed
in beautiful paper dresses and high black head-
dresses enter to do a short waltz. As the finale
begins, they mount small pedestals illuminated
with colored lights. The lights shine up in the
paper dresses, giving a beautiful illuminated ef-
fect, and colored lights appear in the crowns of
their hats. The entire effect is extremely beau-
tiful.

New York Paramount

Week Ending October 28

Another Production Overture, entitled “The
Barber of Seville,” directed by Irvin Talbot,

musical! director, staged by Paul Oscard, with
Leonora Cori and Carlo Ferretti. A very good
little bit, well executed and nicely received.
Jessie Crawford packs his while at the console
with dedicating his playing to DeSylvia, composer
of “Just A Memory,” by reviewing all the other
great favorites this gentleman has been inspired
with, and ending up with “Just A Memory.”

Jack Partington’s production, “Florida,” holds
the boards this week and how I Opening with
the Paramount stage band, directed by the genial
Ben Black, they play “My Blue Heaven,” with
one of the orchestra singing the chorus. A nice
piece of work all around. The Florida Girls,
twelve pretty misses selected from twelve Florida
cities step out from behind parasols here and
parade about for a nice hand. Gattison Jones
and Elsie Elliott show how the waltz is done in
Florida these days and are well rewarded for
their graceful efforts.

Miss Billie Gerber, in a nattish male attire,
takes the house in for a- wallop with seemingly
little effort. Between a bit of song and dance
she sandwiches her personality to the Nth degree.

"Dolly Dimples,” a selection by the orchestra
in this spot went over real well, with piano solos
by two sharks at the keys, and a little touch of
them by Ben Black, himself.

Chester Fredericks, fresh from somewhere, and
good, opens with a touch of Eddie Cantor pep,
but soon passes even that mark with his breezy
and clever stepping. Encore was particularly fast
and good for big applause.

A1 Markell and Gay Faun, a little bit of Cali-
fornia, came on in this spot with their routine of
eccentric steps and comedy. To fill a spot as
nicely as they do, isn’t done every day, and the
house said so quickly in the way of applause. A
great team that never fails to entertain on any
bill.

Three Sisters, whose names we didn’t get, were
an absolute wow, and three encores could have
been lengthened. Much like the Brox Sisters,
their harmony and appearance is of the same
class, and getting as equally a big hand as this
reporter has ever heard their predecessors re-
ceive.

All join hands in doing a little bit to lend
flash to the finale, wherein the twelve Florida
Beauties wore costumes a la Ziegfeld in a back-
ground much like the Coral Gabel ads used to
picture. A dandy little bill without a dull or
gaudy spot in it.

Chicago Crystal

Week Ending October 23

This house still continues a bandshow policy
with three changes a week featuring Tommy
Sacco and his musical Hawks. One of the pro-
gram’s ran as follow's:

Opening: With band boys dressed in novel cos-
tumes playing a brand new arrangement of “Wild
Man Blues” a hot tune that was played in hot
style by these boys. Sacco next stepped up to
introduce Ann Williams, who offered “The Chinese
Lullaby” from “East is West,” in Chinese cos-
tume and then made a quick change to sing
“Sundown both received a good hand.

Clarence Kelly, the trombone player, was next
introduced and offered a syncopated vocal ar-
rangement of “Are You Happy?” Peggy Richie
followed with a few steps which registered only
fair at this house. Sacco and his boys deserved
credit for the admirable way they handle talent
and the effort they make in trying to put them
over.

The next scene took place in the form a playlet

lew White

Chief Organist

VERNE BUCK

“The Prince O’ Pep”

Now Conducting
at ASCHERS
SHERIDAN

Theatre

STAGE
BANDSHOWS

Direction

Margaret Fetch

CHARLES GREGORY

“Hardware Harmony”

A Musical Novelty
That Is a
REAL
NOVELTY

Full of Comedy
Situations

Now Playing
Great States
and

Orpheum Circuits

Vaudeville Direction EZ KEOUGH

Presentation Direction WM. MORRIS

AGENCY

GINGER ROGERS

“A Rarebit of Spice”

A JOHN HELD, JR., Cartoon Girl in the Flesh
Now Featured in “KID DAYS”

A PUBL1X-STACEBAND-UNIT-SHOW. Direction — Phil Tyrrell of
Wm. Morris Agency.

CORNELIUS MAFFIE

(The Admiral of Organists)

Featured at the

ADMIRAL THEATRE, CHICAGO

(Also Broadcasting from Station WBBM)

EDGAR AMSTEIN

Featured Organist

CENTRAL PARK THEATRE, CHICAGO

(BALABAN & KATZ)

Exclusive BrunsiOicfi Artist

October 29, 1927

EXHIBITORS HERALD

41

with a full stage setting on right box of stage
with Sacco playing his own composition called
“Just a Fool That Believed in You,” which was
sung by Ann Williams. A point of interest is
the novel box stages in this theatre, one in each
end, in which a new scene is staged every week
in musical playlet form, quite a novel idea that
seems to entertain.

The next band arrangement is called “Why
Should We Marry?” with vocal parodies by the
boys intermingled with comedy throughout. This
proved to be one of the feature arrangements of
the program.

Eleanor Derrig followed next, singing “Vo-do-
deo Blues” and for an encore “Grand and Glori-
ous feeling.” The Finale was a band arrange-
ment of “Just Once Again” with the entire cast
assembled on the stage joining in on a vocal
chorus.

Omaha Riviera

Week Ending October 21

“A Trip to Mars” was the stageshow at the
Riviera under the direction of A1 Evans last
week. The setting was novel, as the name im-
plies, the principal feature being a blimp in which
the audience supposedly took a trip to the planet,
but the strength of the show was the real talent
of the entertainers.

Little Jack Little, record and radio star, was
the headliner. With a little red piano and a
little red piano stool, Little did broadcasting into
an imaginary microphone. Among his selections
were his own “My Sugar” and “What Are You
Waiting For,” and also “Bumble Bee” and
“Rosary.” His imitation of the mechanical piano
was particularly good.

Miguel Galvan — probably was the second big-
gest hit of the week. He can do almost any-
thing with a banjo, transforming it into a banjo-
mandolin duo and doing other musical feats.
Sherry Louise Marshall, prima donna, with opera-
tic selections, ranked equally high in popularity.

The Griffin Twins were clever dancers and Miss
Clyde Cottam was a toe dancer who not only
knew her art, but had a touch of contagious
humor. The Griffin Twins — boys of 17 — were
hosts to twins of the city one afternoon, with the
cooperation of Manager A. G. Stolte.

The ballet this week were “Girls from Mars,”
and among other dances featured the Kink-a-jou,
with Doris Rue in the solo.

Edgar Guest’s poem in motion, “Memories,”
with a musical setting played by the Riviera
orchestra

Chicago Diversey

Week Ending October 22

The bandshow policy still continues at this
house originally installed by the Orpheum Circuit
as an experiment which has proved successful.
The house is now in its eighth week of presenta-
tion and this week marks the debut of Joe Kayser
popular local band leader who heads the band
here now. This week’s stage show ran as fol-
lows:

Opening: In full stage set as the band played
a popular arrangement while back-drop parted to
disclose the Eight Kurnicker girls posed in a pic-
ture frame to resemble a painting after which
they descent the stairs on both sides of the or-
chestra and go into a fine dance routine.

At this point, Joe Kayser makes his entrance
to a fine reception and announces Paul Ash’s own
arrangement of “At Dawning” which his musical
funsters offered in great style.

Doyle and Schimer, two boys dressed as cow-

boys, are the first ones on the program and offered
popular numbers on a harmonica and ukulele.
They were followed by McGrath and Travers in a
futuristic novelty about “Husbands 70 Years
From Now,” with McGrath interpreting the part
of a husband and Miss Travers, the hard-boiled
wife. Their comedy chatter is a wow for laughs
and was very well received here.

Joe Jennings Comedy Four followed next sing-
ing “Schoolday Sweethearts Now.” These boys
are from the Old School of Vaudeville and are
particularly suited for this type of work which
was very entertaining.

The Kurnicker girls came on again, this time
in novel costumes, doing a waltz routine with
hoop skirts and sun bonnets, after which this
part of the costume is shorn off and discloses
novel Jazz-bow outfits to which they do a fast
dance to the band’s arrangement of “So Blue,”
arranged by Herbert Williams of this band with
a vocal chorus sung by Earl Smith, the banjo
player. This was followed by Elsie Travers of
McGrath and Travers in her original Shawl dance,
a specialty she has been noted for from vaude-
ville for years.

Sid Moore and Pal followed next in a series of
comedy acrobatic stunts which seemed to please.
Some of the comedy was a little far-fetched but
it got a fine reception. The band next offered a
very hot arrangement of “Positively-Absolutely”
to which Joe Kayser sings a chorus later assisted
by the boys. If we must 6ay this band is sure
a hot outfit and know their sharps and flats.

The Finale took place in the form of a neat
ballet with Kurnicker girls twirling around flow-
ing streamers.

Chicago Harding

Week Ending October 23

“The Big Parade” was the feature here this
week with Mark Fisher and his Music Masters on

the stage in “Fall Follies,” which took place as
follows :

Opening: With film trailer flashed on screen
displaying full size Okeh record with close-up of
label bearing the title “Baby Feet Go Pitter Patter
Across My Floor,” which was recorded by Mark
Fisher. At the same time a phonograph was
placed on the left side of stage with the record
being played during the run of this film. The
balance of the trailer carried out the idea of the
song with Mark Fisher coming home and being
greeted by his youngest child and various close-
ups that made a novel and impressive effect for
an opening.

The curtain went up as Mark made his entrance
singing a chorus of the song. He then led his
band into an arrangement of “At Dawning.”
During this scene the curtain on level platform
parted to display the Gould girls in a tableau
scene after which they descended on stage for a
specialty.

They were followed by Charles Heuy, that
clever boy whistler who has been reported in
these columns many times before. He earned an
encore at this performance. He was followed by
the Gould girls in a novelty dance in Tiller style.
This was followed by another band arrangement
called “Stampede,” which was played in real hot
style by the boys, and which won them an encore
of the same tune.

The Four Dancing Covans came on next in a
series of eccentric and novelty steps. This was
undoubtedly one of the best offerings of it6 kind
and has been reported before in these columns.
They proved to be the big hit of the bill here.

Mark Fisher followed next with a vocal selec-
tion of “The Road to Mandalay,” which was
sung in his impressive style that has made him a
favorite in this house. A second chorus was
repeated with a miniature presentation on the
level platform to represent “Sun-up” across the
bay of Mandalay, for the finale.

I

)ON PEDRO-ESPINOSA

Solo Organist

AMBASSADOR THEATRE, CHICAGO

(Photoplay Synchronizing a Specialty)

ADELAIDE HALL

( The Versatile Artist)

After a Successful Tour of Deluxe Picture Houses

Now Featured in Cafe Revues

Address Care — EXHIBITORS HERALD

JAZZ-LIPS” RICHARDSON

The Most Talked of Eccentric Dancer in Bandshows

Featured with HUGHIE MACKS SYNCOPATION SHOW

Now Touring ORPHEUM CIRCUIT

Direction — EZ KEOUGH

AUSTIN MACK

And His
Century
Serenaders

Al. F. Fox
Ass’t. Cond.

ASCHERS

TERMINAL

THEATRE,

CHICAGO

JIMMIE FERGUSON

Late Co-Starring Comic of
SISSLE & BLAKE’S “CHOCOLATE DADDIES"

Also Producer of the Revues for CAFE De PARIS

Now Playing the Better Class Presentation Houses

Personal Direction — LEO SALKINS
Standard Oil Bldg., 910 So. Michigan Ave., Chicago

KENNETH ANDERSON

Featured Organist

METROPOLITAN (Formerly Ascher) CHICAGO

(Photoplay Syncronizing a Specialty)

42

EXHIBITORS HERALD

October 29, 1927

LOSAY5

Something
about
Everyone

Lend me your ears, folks ! I have a lot to tell
you. . . . First I want to start by saying that the
Ambassador theatre, a Chicago West Side picture
house has gone into a bandshow policy. . . . Boyd
Senter is leading the band for the time being.

. . . And then a brand new house just opened
also in Chicago. . . . It’s called the Lawndale
and has a bandshow, too, with “Rags” Rubin
leading. . . . Our friend, Verne Buck, popular
leader of Ascher’s Sheridan theatre, Chicago, is
back on the job after a week’s trip inspecting his
oil and cotton fields. . . . Earl Salisbury, a mem-
ber of his band accompanied him on the trip.

. . . By the way do you know that Cloyd Gris-
wold, Verne’s banjoist and baritone singer has
left the band and will soon lead his own orches-
tra? .... Ruby Atkinson is still the popular fea-
tured organist at the Dearborn theatre, Chicago.

. . . Speaking of organists, Henrietta Jordan and
Clare Huffmeyer are enjoying a long run at the
Covent theatre, Chicago, as featured players. . . .
Now that Paul Ash is going to visit European
countries for the next six weeks, we can expect
some fancy letters in our mail soon. . . . Mark
Fisher opens at the Oriental next week featured
with Paul Ash in his 6tageshow. . . . Hold on
there ! Do you know that “Scotty,” Paul’s secre-
tary is leaving him to go to West Coast Theatres?
.... Well it's true. . . . Henry Santrey and his
band are headlining at the State-Lake theatre,
Chicago this week. . . . Arthur Mayer, formerly
with Lubliner & Trinz is now general manager
of the Great States Theatre Circuit. . . . A1 Short
sends us word that he will be in Chicago next
week. . . . Heller & Riley also write that early
next month they will play return engagements
in Chicago. . . . E. Howard McElroy is now the
band leader at the Chicago Piccadilly theatre.

. . . Muriel Kaye is now featured in a big act
touring the Orpheum Circuit. . . . Here is some
interesting news: Leo Terry, well known or-
ganist in Chicago is now back at the Rialto
theatre in Joliet. . . . And Ray Turner, formerly
of McVieker’s, also of Chicago is guest organist
at the new Coronado theatre, in Rockford. . . .
Sophie Tilden, that cute little entertainer who
has appeared in all Chicago bandshows, appeared
in a Paul Ash show this week. . . . We hear
that Peggy Bernier is to head the Chicago com-
pany of “Good News,” and that Milton Watson
her husband, will have a leading role in the
Chicago cast of “The Desert Song.” . . . Well ;
well ; so it has happened after all. . . . Eddie
Hill married Eva Thornton after the show at the
Oriental on Oct. 25 with Paul Ash as best man.
... I didn’t think you would leave me alone
Eddie, but here’s luck anyway. . . . Bernice Verne,
a blues singer is now under Sam Herman’s per-
sonal direction. . . . Sam is the man who dis-
covers them and puts on novelty contests in pic-
ture houses. . . . Lou Goldberg, Chicago press
representative for Publix, leaves this week for
Denver to take full charge of Publix publicity
for the state of Colorado. . . . George Billings,
the Abraham Lincoln of A1 & Ray Rocketts
photoplay of the same name, called on the writer
this week. . . . Gee, folks, I thought I was really
talking to good “Old Abe.” . . . See you next
week.

A. RAYMOND GALLO.

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

ORGAN SOLOS

Herb Schaffer (Chicago Crystal) as guest
organist this week presented a community stunt
program with comedy slides on “A Night in
June,” ‘‘Hello Cutie,” ‘‘Red Lips.” This chap has
a clean cut personality and has a fine way of
managing the organ and from the popularity
evidenced here he should be a good bet for a
neighborhood house.

Muth (Texas — San Antonio) goes back to his
inimitable comic novelties this week, after laying
off them for three weeks. This time it is “Do
You Remember San Antonio's First Nickeldeon?”
The number is an amusing composition of many
old popular hits, and many laughs are heard
when such slides as ‘‘Operator Having Trouble,”
‘‘Stein’s Beer, Free Lunch,” and ‘‘Don’t Spit on
the Floor — Remember the Johnstown Flood” were
flashed on the screen. Muth got the audience
singing in his last number, with “I Love You.”

Henri Keates (Chicago Oriental) calls his organ
presentation this week ‘‘Ye Oldtime Minstrel
Show,” and makes it amusing by playing as if
the patrons in the balcony and orchestra seats
are the two end men. He plays ‘‘After I’ve
Called You Sweetheart,” ‘‘Under the Moon” and
‘‘Sing Me a Baby Song.”

Clark Fiers (Scranton, West Side) reports that
his solo for week ending October 15th was called
a Musical Argument featuring “Highways,”
“After I Call You Sweetheart” and interpolating
“Linger Longer Letty,” “I’d Love to Call You
My Sweetheart,” “Jealous” and “Rose-Colored
Glasses” to which the audience responded vocally
in fine style. Clark is always popular here with
his community stunts and is known as the boy
organist.

Bill Bennett (Chicago Belpark) offered a solo
this week called “Collegiate” using popular tunes
to the lyrics of College songs to which the
audience suggested by request. “Dewey Days,”
“Grand and Glorious Feeling,” “Sundown,” “She
Don’t Wanna’ ” and “Morning Glories” were the
tunes that they sang to, and all had an enjoyable
time proving Bill as popular as ever here.

J. Gibbs Spring (Hammond, State) reports that
his solo for week ending October 18th consisted
of a blind-fold 6tunt called “How to Play an
Organ.” This was done in the form of descrip-
tive slides with Spring standing next to organ
blind-folded explaining the various parts of the
organ and then demonstrating various classes of
arrangements. This is one of the most novel
6tunts in the organ field and proved a huge
success on thi6 bill.

Edward K. House (Chicago Granada) offered a
stunt called “Old Fashioned Movies” which he
presented with comedy slides conveying the idea
of the old-time nickelodians, “The Old Oaken
Bucket,” “I’ll See You in* My Dreams” and other
6ongs of old were sung by Eddie in a falsetto
voice which kept the crowd in a merry mood.
The stunt is not a new idea but one that was
well handled and pleased this crowd.

F. Leroy Nelson (Muncie, Rivoli) reports that
his solo for week ending October 15th consisted
both of community and solo stunts to which
the audience responded very satisfactory. The
songs were “So Blue,” “Annabelle Lee,” “Mag-
nolia,” “Positively, Absolutely” and other tunes
played to the title of “It’s All in Fun.”

Bob Billings (Chicago Crystal) feature organist
here offered his “School Days” stunt consisting of
community singing which took in the following
songs, “Highways,” “Morning Glories,” “Waiting
for the Rainbow” and “After the Sandman” to
which he had to play an encore. Bob is a great
drawing card at this theatre.

Bob West (Houston Metropolitan) the person-
ality organist, gets away from organ comedy this
week with an original slide number, “Operatic
Impressions.” A 6lide at the opening states that
one of his admirers has requested the more
standard type of music for a change. He agrees,
and gives his interpretation of “Thais,” “Pag-
liacci,” “Tannhauser,” and the “Love Song” from
“Blossom Time.” Applause at the end of the
solo indicates that Bob will retain his popularity
with any and of all kinds of organ renditions.

SEVEN BEST SELLERS

Week Ending October 22

“What Do We Do On a Dewey
Day” (Irving Berlin.)

Broken Hearted (DeSylva, Brozcn
& Henderson.)

“ Just Another Day Wasted Away”

( Shapiro-B ernstein.)

“My Blue Heaven” (Leo Feist.)

“ Just Once Again” (Feist.)

“Me and My Shadow” (Irving
Berlin.)

“Sing Me a Baby Song” (Leo
Feist.)

SOMEONE LIKE YOU (Made Someone Like Me
Like You) — (Irving Berlin, Inc.) — A tongue twister
but when you hear Little Jack Little broadcast it,
it sounds easy. A very cute song.

4 * *

GEE, BUT I’M LONESOME TONIGHT— Mil-
ton Weil Music Co.) A worth Weil song in every
sense. Good lyrics, good music and should be
heard. Song by Bernie Grossman, Harry Harris
and Larry Shay.

a * *

I TOLD THEM ALL ABOUT YOU— (J. H.
Remick & Co.) — A dreaming lover expresses his
love to everybody who cares to hear. A great
song by Cliff Friend who has just given us,
Give Me a Night in June.

a * *

I CALL YOU SUGAR— (J. W. Jenkins Sons
Music Co.) — A cute little song by Phil Baxter and
George Bowles and published by a firm that puts
one over every once in a while.

# * *

RIVER BROOK ISLES— (Ted Browne Music
Co.) — Delos Owens who wrote the words and
music is responsible for this one, including the
book. Adapted from the show of the same name.
A very pretty song, it has a good chance.

$ * ❖

MOTHER, I STILL HAVE YOUf— (Irving Ber-
lin, Inc.) — The theme song of A1 Jolson’s success-
ful picture the Jazz Singer. With Jolson starting
this song it should go a long way. Incidentally,
it was written by Mr. Jolson in collaboration with
Louis Silver and Grant Clarke.

* * *

MOONLIGHT LANE — (Shapiro-Bernstein &
Co.) — Lyric by Bud Green, music by Jay Francis
and Jack Glogau. A very pretty waltz, that no
doubt will be played extensively.

* * *

WHERE IS MY MEYER— (Where Is Himalaya)
— (Leo Feist, Inc.) — A continental hit that has
been imported by Leo Feist. The music was writ-
ten in Germany by Anton Profes. The American
lyrics are by L. Wolfe Gilbert, and very funny.
It is a production song used in Balieff’s-Chauve-
Souris. * * *

WATCHING THE WORLD GO BY— (M. Wit-
mark & Sons) — The last song by that world
famous writer Ernest R. Ball, whose passing was
a loss to the entire music world. This surely will
live with his other songs.

# * ❖

DIANA (I’m In Heaven When I See You Smile)
— (Sherman, Clay & Co.) — The theme song of one
of America’s great pictures Seventh Heaven, by
Erno Rapee and Lew Pollack, who also have to
their credit that other beautiful theme song that
is now so popular, Charmaine.

# * ❖

AFTER WE KISS — (Henry Waterson) — A beau-
tiful waltz number written by Ted Fiorito who
has had many successes in the past and looks
like he is going back to his own.

$ ^ ic

THERE AIN’T NO LAND LIKE DIXIELAND

TO ME — (Leo Feist, Inc.) — Written by America’s
greatest Dixie writer, Walter Donaldson. Enough
said.

• * *

ROSE OF MONTEREY— (Villa Moret, Inc.)—
By Byron Gay and Neil Moret. It is the theme
song for the First National Picture, “Rose of the
Golden West,’’ with Mary Astor and Gilbert Ro-
land.

P. S. : Many h inks for your kinJ a“entian.

SID BER.MANN. -

October 29, 1927

EXHIBITORS HERALD

43

The MAINE Thing Is Showmanship

“Where you find Nichols you find dollars”

SOME OF MAINE’S EXHIBITOR LEADERS. (L. to R.) C. F. Richards operates a chain in and around Farmington Falls.
Wilbur F. Goodwin has the Lyric at Kennebunkport; H. W. Stitham, the Bijou at Pittsfield; H. C. Riddle, the Opera
House and the Pavilion at Rangeley; A. St. Ledger, the Strand at Madison. Dave Smith, senior manager of the Graphic
Circuit, operates the new Star at Dover-Foxcroft, and C. J. Anderson has the Anderson theatre at North Belgrade.

(All photos on this page by H. E. N .)

A happy and successful
couple. Mr. and Mrs. A.
L. Harriman have the
Rex at Norway, Maine.
A prospering theatre.

Mr. and Mrs. Mason and
daughter Adelaide. He
runs a chain and lives at
Sabbatus, home of good
hops.

L. E. Morin and partner,
Laurent Houssin, soon
will open their beautiful
new Rialto at S. Paris.
More power to you!

F. P. Freeman is pretty
proud of these young-
sters. H e owns the
Bungalow Playhouse at
Harrison.

Bill Gray’s summer
home near Lewiston has
been the weekend re-
treat of many a New
York executive.

E. L. Rankin and his
partner, John W. Berett,
operate the I. O. O. F.
Hall at Denmark,
Maine.

H ere are H. N. Bragdon
and his mother. He has
the Odeon Hall at Bethel
and a real Inn at West
Paris.

Edward J. Bolen, build-
ing the $75,000 Mutual
at Saco, tells Bill O’Brien
Pathe, about it. You see
Bill is right on the job.

THEY’RE HUSTLERS ALL. (L. to R.) No, not King Vidor but William M. Salisbury, manager of the Park, a Graphic
Circuit house at Dexter. A. P. Robinson with his brother runs the Kennebec Hall at Bingham. L. B. Durepo manages
Gray’s Strand at S. Paris. And here are Mrs. C. L. Stansbury of the Music Hall at N. New Portland, and Miss Ethel,
owner of the McAllister at Andover as well as a real live postmistress. F. X. Oakes manages Graphic’s Star at Fairfield.
G. E. Sargent is manager of Gray’s Haines at Waterville.

44

EXHIBITORS

HERALD

October 29, 1927

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

MAKE MORE MENJOUS

T

HE industry being one which goes in
strongly for slogans and battle cries, permit
me to lay before the house" the motion:
Make More Menjous. The alliteration is
smooth and the slogan is worth while.
Finally, there is not the slightest chance of
making even one more Menjou, but the
making of more personalities in the same
general mode and manner is possible and
promiseful of great good. It’s rather a long
story:

Persons who observe sources are not un-
mindful of the trend in taste, particularly
reader taste. Such persons are aware that
the old-fashioned, stilted third-person type
of reading matter is on its way out; they
know that even the second-person manner
of narration is weakening. They know that
the first-person manner, with the individual
set up as authority and freed of limitations,
is the popular method of oral or written dis-
course in this era. They know that the era,
like others, is likely to be a quite protracted
one.

What I’m trying to say is that Adolphe
Menjou, whose “Gentleman of Paris”
prompts all these remarks, is a first-person
performer. His plots may be good or bad,
his themes dull or brilliant, but his manner
is always the Menjou manner and the prin-
cipal player in each of his pictures is never
anyone but Menjou. More truly than any
other player, I think Menjou dominates his
pictures without destroying them. It is not
an easy thing to do. When it has been done,
the success of the picture is assured and the
investment is quite safe.

So much for the commercial side of the
matter. Pictures constructed for the occupa-
tion of performers like Menjou are as rea-
sonably sure of getting by the trade hazards
as any celluloid inventions may be made.
Of course there are not enough Menjous to
go around, which is bad luck for some and
good luck for the favored. We need, of
course, more Menjous.

This type of picture, however, has a side
beyond the commercial aspect. By the an-
cient traditions of the box office, particu-
larly the small-town box office, “A Gentle-
man of Paris” hasn’t a reason for existence.
It does not contain the sugar-coated finish,
in which everything comes out according to
Mrs. Grundy’s prescription, and it does con-
tain things at which eager-eyed ladies in
sateen (if that’s the spelling) petticoats are

By T. O. SER VICE

accustomed to yip-yip loudly and sometimes
effectively. But it also contains a great lot
of entertainment, a full content of excellent
acting, a superb demonstration of the direc-
tor’s, editor’s and cutter's art, and of course
it is solid characterization.

I have locked horns with at least one ex-
hibitor in these pages (in times agone) over
the suitability of the Menjou pictures. Lest
there be others unconvinced of their excel-
lence, I reiterate that they are among the
three best groups of pictures being manu-
factured, the other groups being the Flor-
ence Vidor vehicles and the John Barry-
more features. Show me an exhibitor ear-
nestly advocating elimination of these pic-
tures and I’ll show you a natural-born
blue-nose who has no business in motion
pictures. Show me an exhibitor who does
not wish there were enough of these pictures
to fill the year’s playdates and I’ll show
you a green elephant. Therefore —

Let’s busy ourselves with the making of
more Menjous, more Vidors, more Barry-
mores. It isn’t a very hard job. It consists
mainly of inducing intelligent people to per-
form in pictures.

NO CAUSE FOR ALARM

^)OME weeks ago I wrote of the “Little
Cinema” effort being made in this city, at
which time I spoke of the ways and means
by which a group of able caption writ-
ers were hopeful of getting away with
something. At that time, also, I told
you not to worry about the possible
spread of the idea and establishment of “Lit-
tle Cinemas” in other cities. Intervening
events bear me out, indicating that I may
he a prognosticator now and then in spite
of my convictions to the contrary.

The “Little Cinema” has gone the way of
all flash. The first brilliant burst of oratory'
has died to a smudge and the pictures are
being run off to a few faithful followers.
The program, started on a bi-weekly change
policy, has gone to three changes a week.
The end is, if not in sight, to be expected.
And this despite the artfully conducted
propaganda by means of which practically
all expenses of operation were wished upon
the pocketbooks of people and institutions
given credit-lines in the printed programs.

One rather important result of the venture
remains to mock the effort, a bit ironically.
The sponsors of the effort charged more
money for their very bad pictures than the
admittedly commercial theatres charged for
their good ones. The plain exhibitor
brought his admission charges up to this
mark. There it stays, with business con-
tinuing as usual, and who can find fault
with that circumstance? Certainly not your
reporter.

BAND PICTURE WANTED

j AZZ bands having come to occupy a
place in the picture theatre comparable only
to that occupied by the picture itself, why
not manufacture a motion picture about a
jazz band leader, drummer, what have you,
and take advantage of the public’s dearly
purchased familiarity with the institution?
(This is my fortnightly contribution to the
always meagre studio-store of ideas. No
charge.) The story of Paul Ash, for in-
stance, is perfect as it stands. And there is
Mr. Ash himself to perform the lead role.
(There ought to be a charge for this last
detail, but we’ll pass it.)

HOW LONG?

{ J OW much longer am I to wait for the
establishment of that theatre wherein only
short features are to be shown to the pub-
lic? I still want it, as I believe a great
many others want it, and the field is as ripe
for it as ever.

CHICAGO ROAD MAP

,^\.MENDMENT must be made to the
road-map of Chicago used by visiting ex-
hibitors desirous of learning the latest
wrinkles in theatre building. There is now
the Avalon to be included. This new thea-
tre, located just this side of Indiana and a
sleeper-jump from downtown Chicago, is
fourteen syllables beyond the last word in
everything architectural and decorative.
You simply do not know what’s going on
in theatre building until you’ve seen it. (And
perhaps by the time this book gets out to
you and you get in to look at the place, the
theatre will have done away with the world’s
worst band leader and stage-show, accumu-
lated in some mysterious manner in the pro-
tracted pre-opening period.)

October 29, 1927

EXHIBITORS HERALD

45

THE FILM MART

(Special to the Herald)

LOS ANGELES, Oct. 25. — Universal continues to be
one of the most industrious plants in the colony. Much
of the past week four companies worked on big pictures
up on the back lot.

Edward Sloman had returned from Guadalupe, Cal.,
and is doing the remaining scenes for “Foreign Legion”
there ; Paul Leni has kept an even keel on his unit which
is making schedule time on “The Man Who Laughs” ;
Mel Brown went into his third week on “13 Washington
Square,” and Wesley Ruggles got into the beginning
scenes for “Finders Keepers.”

Norman Kerry is the upright French soldier in the
“Foreign Legion” picture. June Marlowe is the girl of
the cast but it is like “Beau Geste” in the fact that it’s
“no place for a girl.” Miss Marlowe has worked very
few days in the picture so far and there are very few days
remaining before it will be completed.

Another story with military surrounding is “Finders
Keepers.” (You understand that I’ve not read any of
these scripts but that I’ve caught a glimpse while passing
through the sets.) Laura La Plante is in the role, appar-
ently, of a Salvation Army worker in France. Maybe she’s
a “Y” worker, but does it matter?

William Beaudine has completed a story that the best
previewers of Hollywood are eagerly awaiting. It is the
second of the “Cohens.” This time they’re in Paris.
George Sidney and Gertrude Astor are in Parisian scenes
together with humorous consequences. A1 Cohn’s script
has guided the company along.

Another Hoot Gibson picture should be completed by
the time this is on the press. It is “Hey Rube!” and as I
know nothing of it except that Del Andrews is directing it,
I’ll say no more about it. — Douglas Hodges.

Pathe Signs Ford
for “Gallagher” Role

Harrison Ford, who lately has been play-
ing leading man in a number of pictures
with Marie Prevost, has been signed for
an outstanding role in “Gallagher,” now
being filmed at the DeMille studio for
Pathe. Elinor Fair plays the role of the
girl in the picture which marks Junior
Coughlan’s debut in an individually fea-
tured characterization. Elliott Clawson
prepared the scenario and Elmer Clifton is
directing. Harrison Ford has probably been
one of the most consistently good leading
men the industry has produced. The names
of the stars he has played opposite would
read like the “who’s who” of film actresses.

Julia Faye, after playing a
simple, little country girl in “His
Dog,” has pumped into the role
of the society murderess in
“Chicago,” which is being made
as a Pathe-DeMille special with
Phyllis Haver in the part of Roxie
Hart, the “ jazz slayer.” If Pathe
suceeds in getting all the hard-
boiled humor of the play into the
picture, it should be a knockout,
if you will pardon the slang.

Pathe has just purchased for
film production the story, “Lucky
Blood,” by Bayard Veiller. Veil-
ler is the author of one of the
most talked of plays on Broadway
this season. It is called “The
Trial of Mary Dugan.”

Carmelita Geraghty is back again on the
Mack Sennett lot, after having been work-
ing on the United Artist lot for some time
with Mary Pickford in “My Best Gal.”
Carmelita is now playing the part of a
naughty French girl in Sennett’s “The
Romance of a Bathing Girl.”

Paramount Re-Signs
Five Members

Paramount has just renewed contracts
with one scenarist and four actors. Doris
Anderson, who wrote the original story of
“The Jazz Orphan,” Esther Ralston’s next

starring picture, signed a new long term
contract last week. Charles Rogers and
Thelma Todd, both Paramount school
graduates, have just signed new contracts,
thus assuring their continued appearance in
Paramount pictures. Rogers is now cast
with Clara Bow in her latest picture, “Get
Your . Man.” Sally Blaine and Blanche
LeClaire, Paramount featured players, have
also renewed contracts. The former was
last seen in “Shootin’ Irons,” and Miss Le-
Claire is now working in “Gentlemen
Prefer Blondes.”

Jack Conway, slang title writer,
has been assigned to the title job
on the W. C. Field — Chester
Conklin Paramount comedy, “Two
Flaming Youths.” Frank Strayer,
director, and Grover Jones, scen-
arist, have just completed the
script on “The Big Game Hunt,”
which will be the next starring
picture for Wallace Beery and
Raymond Hatton.

Release Dates

WEEK OF OCTOBER 30
“Lea Miserables”— Universal— 7713
“Bowery Rose”^Excellent — 6250

“The Cherokee Kid” — F B O 4837

“Garden of Allah”— Metro-Goldwyn-Mayer — 8156
“Open Range”— Paramount— 5599
“Grandma’s Boy”— Pathe— 4750

WEEK OF NOVEMBER 6

“The Small Bachelor”— Universal— 6305

“Back to Liberty” Excellent 5980

“The Crystal Cup” First National 6380

“Becky”— Metro-Goldwyn-Mayer— 6433
“The City Gone Wild”— Paramount— 5408
“Girl in the Pullman”— Pathe— 5867
“No Place to Go”— First National— 6431
WEEK OF NOVEMBER 13

“The Thirteenth Juror” Universal 5598

“Body and Soul” — Metro-Goldwyn-Mayer 5902

“The Dress Parade” — Pathe — 6599
“Turkish Delight”— Pathe— 5397

WEEK OF NOVEMBER 20
“Galloping Fury,” Universal, 5503
“The Last Waltz”— Paramount — 6940
“The Main Event”— Pathe— 6472

WEEK OF NOVEMBER 27
“Roarin’ Broncs”— Pathe— 4375

“His Foreign Wife” — Pathe 4732

“Wild Beauty”— Universal— 5192

Paramount has just changed the
titles of two pictures. Pol a
Negri’s next picture, formerly
called “Beggars of Love,” will be
released Dec. 17 under the title,
“The Secret Hour,” and Emil
Jannings’ picture which will fol-
low “The General,” (tentative
title) has been changed from
“The Patriarch” to “The Patriot.”

George Bancroft will start work this
week on “Honky Tonk,” a tale of a globe-
trotting adventurer.

James Hall has been signed to play op-
posite Esther Ralston in her next starring
picture, “The Jazz Orphan,” and Albert
Conti has been signed to play the part of a
German secret service officer in “The
Legion of the Condemned,” the Paramount
sequel to “Wings.”

Filming of “Tillie’s Punctured Ro-
mance,” got under way last week. While
awaiting the recovery of W. C. Fields, who
was injured recently, sequences of Chester
Conklin and Louise Fazenda are being
made.

Tiffany Signs Director
Alfred Raboch

Alfred Raboch, director, has recently
been added to the directorial staff of Tif-
fany Production by M. H. Hoffman, vice
president of the company in charge of pro-
duction.

With the addition of Raboch, this boosts
the Tiffany directorial staff to six. Phil
Rosen, ^George Archainbaud, Marcel De-
Sano, King Baggott and Louis J. Gasnier
were recently put under contract.

A Tiffany third dimension pic-
ture will be on the market about
Jan., 1, it is announced. The
finishing touches are now being
made on the picture in Switzer-
land.

“Grass Widows,” one of the 24
Tiffany features to be delivered
for the 1927-28 season, has been
changed to “Green Grass Wid-
ows.” Wonder what is the differ-

46

EXHIBITORS HERALD

October 29, 1927

ence in status of a grass widow
and a green grass widow!

Director Bradley Barker, who made
“Comrades,” a Tiffany “Color Classic,” is
now preparing another “Classic” titled
“Romany Love,” a gypsy love story laid in
1880. One of the leads in the picture is
June O’Day, who is now appearing in the
stage play, “Peggy Ann.”

Life is just one “merry whirl” these days
for Alice Day. She is starred in Tiffany’s
“Night Life,” and the script called for a
number of shot of her riding in ferris
wheels and merry-go-rounds, She is spend-
ing hours and hours just going round and
round.

Twelve Fox Pictures
Made or Being Made

Twelve Fox productions are either in
production or in the cutting room with
Winfield R. Sheehan’s return from over-
seas spurring activity at the studio. Among
these twelve are “A Girl in Every Port,”
“Lady Cristilinda,” “Balaoo,” “Come to
My House” and “Wildcat Law.”

Two pictures just completed
are “Grandma Bernle Learns Her
Letters’’ and “Wolf Fangs.’’

Two new and large undertak-
ings are “The Four Devils,” F.

W. Murnau’s second for Fox ; and
“The Cock-eyed World,” sequel
to “What Price Glory,” and with
the same trio in the leads — Victor
McLaglen, Edmund Lowe and
Dolores del Rio.

Important to the industry was
the formation of the Church and
Drama Association of New York
with its announced policy to rec-
ommend outstanding pictures in-
stead of denouncing the ones it
considers inferior. Important to
Fox is the fact that “Sunrise” is
one of the first productions in-
dorsed by the new organization.

A number of athletes are in current Fox
pictures, for example, Charles Paddock is
in “High School Hero,” Kahanomoku in
“Womanwise,” King Solomon, boxer, in
“East Side, West Side,” McLaglen in
“Loves of Carmen,” and George Kotson-
aros, wrestler, in “Balaoo.”

Six long features for November release
are “Very Confidential;” a Sammy Cohen
— Ted McNamara comedy and “Blood Will
Tell,” both November 13; “Arizona Wild-
cat” and “Ladies Must Dress,” November
20, and “Shame,” November 27.

F B 0 Completes
“The Texas Tornado ”

Tom Tyler has just completed his latest
starring picture, “The Texas Tornado,” for
F B O, and it is said that the lull following
the completion is quite welcome, for while
the picture was in production, there was
turmoil on the lot, with all the horse-back
rides, fights, shooting matches and what-
not occuring daily. Frankie Darro and
Nora Lee have important parts in the
picture.

Jeanette Porter Meehan, daugh-
ter of the late Gene Stratton-
Porter, last week gave birth to a
bouncing baby boy, John Edwin
Meehan, while her husband, Leo

Paramount Gives “Chang”
Print to British Museum

( Special to the Herald)

NEW YORK, Oct. 25.— The in-
terest aroused in wild animal life
by Paramount’s jungle epic,
“Chang,” during its recent run at
the Plaza theatre in London, has
resulted in the gift of a print of
the picture, together with the ani-
mal sound records obtained at the
London zoo for the Plaza presen-
tation, to the British Museum,
where it will remain sealed in a
box for fifty years.

Meehan, F B O director, was
filming scenes at the studio for
the famous authoress’ story,
“Freckles.”

Production began last week on
“Buzz” Barton’s latest picture,
“The Pinto Kid,” and the entire
cast is on location at Big Tujana.
Important members of the cast
are Hugh Trevor, who has the
male supporting lead, and Gloria
Lee, nineteen-year-old Los An-
geles beauty contestant who was
picked from the ranks of extras
appearing in “ Her Summer Hero,”
another F B O picture.

F B O is claiming the discovery of a new
“heavy” in the person of Mack Fluker, a
28 year old youngster who is now playing
in “The Red Riders of Canada.” If height
has anything to do with the making of a
“heavy,” Fluker should qualify, for he is
just six feet four inches tall. He is a
former Tulane university man, and his
giant stature stood him in good stead on
the football squad.

A1 Cooke is back at work on “Legion-
naires in Paris,” at the F B O studios after
a record breaking trip to Paris in which
he acted in some of the sequences for the
picture made during the Legion convention.

Laemmle Speeds Plans
For 1928-29 Season

That Carl Laemmle was doing some real
work in preparing for Universal’s 1928-29
season while he was overseas is evident
from the plans announced on his return.
Outstanding for next year will be “Ivan-
hoe” (He made one version of this years
ago), “Broadway,” “The Red Mirage” and
“Meet the Prince.”

In additional there are “Phyllis of the
Follies,” “The Worm Turns,” “Give and
Take,” “Has Anybody Here Seen Kelly?”,
“Honeymoon Flats,” “The Freedom of the
Press,” “Fallen Angels,” “Three Rainy
Nights,” “The Sin Ye Do,” “The Brag-
gart,” “The Last Warning,” “The Charla-
tan” and others.

Eight sets have been con-
structed for “ The Man Who
Laughs,” and the cast has been
completed.

Universal is emphasizing campus
life in selection of film material.

Ashton Dearholt, veteran actor
W. Rath’s “Young Blood.”

Companies now shooting in-

clude those making “The Man
Who Laughs,” “Hey Rube!”,
“The Cohens and Kellys in Paris,”
“Meet the Prince,” “Finders
Keepers,” and “The Foreign
Legion.”

Laura LaPlante has John Harron as her
leading man in “Finders Keepers.”

Mary Philbin had her first Broadway
appearance in months when “Surrender”
opened at the Capitol for its World pre-
miere. Ivan Mosjukine is costarred with
her in the adaptation of “Lea Lyons,” Con-
tinental success of the stage.

W olheim Makes Comedy
Debut at the Paramount

The East is getting its first impressions
of Louis Wolheim as a motion picture
comedian this week in United Artists’
“Two Arabian Knights,” which opened at
the Paramount Saturday. William Boyd
is the other “knight” and Mary Astor the
“knightess.” By the way, this is not a
fantasy but rather the story of two dough-
boys who escaped a prison camp and
tramped — by tramp steamer — to Arabia.

It was on the strength of his
work in “Two Arabian Knights”
that Wolheim was signed to a
long term contract by United
Artists and now he is playing a
Russian Sergeant in John Barry-
more’s “Tempest.”

Production of “Tempest” has
just been started by Barrymore
with the romantic star playing the
part of the Cossack leader, Ivan
Mankov, and Vera V eronina play-
ing opposite. Slav Tourjansky is
directing.

John T. Prince, character actor,
is Father Salvierderra in the in-
teriors of the Inspiration-Carewe
production “Ramona,” Dolores
del Rio playing the title role.

Following a tour of key cities in the
interest of “Douglas Fairbanks as the
Gaucho,” Carroll Trowbridge, Eastern
representative of the star, is back in New
York.

Outstanding Bookings
Cited by First National

Outstanding bookings made by First Na-
tional in the past few days include the
following: “Rose of the Golden West” and
“Three’s a Crowd,” by the U. B. O. circuit
for November showing in New York; a
seasonal product booking with the Small
Strassberg chain in the East and with
W. Z. Spearing, president of the Oklahoma
M. P. T. O., for showing in his Gem the-
atre at Edmond, and “The Red Raiders”
for the Liberty in Seattle.

Two stories just completed are
Fannie Hurst’s “Roulette” and
Elinor Glyn’s “The Man and the
Moment.”

Berlin is now seeing “An Al-
pine Tragedy,” first of fifteen pic-
tures made by First National’s
German production company,
Defu. “Dancing Vienna” also
has opend in Berlin.

Ashton Dearholt, veteran actor
and producer, has just handled the
business end of “Man Crazy.”

Two specials being released in November
are “The Gorilla,” November 13, and “The
Private Life of Helen of Troy,” November
20. Others are “Gun Gospel,” November
6; and “Man Crazy,” November 27.

Eight pictures being prepared include
“French Dressing,” “Down Went McGinty”
(tentative title), “The Noose,” “Ladies’
Night in a Turkish Bath,” also a Milton
Sills production, “Once There Was a
Princess,” “The Royal American,” both
tentative names, and a new Johnny Hines
production.

Capital Financing for Chain Theatre Expansion

theatre (Tinancinq

CORPORATION ^ AMERICA t/

162 North State Street CHICAGO

October 29, 1927

EXHIBITORS HERALD

47

[THE THEATRE]

Q_yjJ)epartmtnt of Practical Showmanship ^

CAMPAIGN ON “WHAT PRICE GLORY”
BREAKS TERMINAL HOUSE RECORDS

1927 OCTOBER 1927

Colonial Theatre

CLARION, IOWA

PHOTOPLAYS FOR PARTICULAR PEOPLE

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Program calendars which announce the entire month’s schedule of pictures
are proving very popular with exhibitors. The one above is used by the
Colonial theatre at Clarion, la. It is sent through the mail, with the address
printed on the opposite side.

Albany and Troy Theatres Find
Benefit Shows Increase Trade

The so-called benefits under which the motion picture theatre permits an
organization selling tickets for a current attraction to retain 30 per cent of
the receipts, will again be launched in Albany and Troy this fall and
winter, by some of the first run houses. The idea is not a local one by
any means and can he found workable in practically every community of
any size. It has been found profitable to the theatres of Albany and Troy,
in the past, although it requires the manager’s first-hand attention.

The most extensive advertising and
exploitation campaign ever conducted
for a show at the Terminal theatre,
Newark, N. J., was executed for the
engagement of “What Price Glory.”
Advertisements were carried in more
than 25 daily and weekly newspapers in
small towns throughout the Newark sec-
tion of New Jersey. An 18 day pictorial
serialization was publicized in more than
10 newspapers in the district. The pic-
ture was billed with one, three and six
24 sheets throughout every town within
a 45 minute ride of Newark.

One hundred thousand heralds were
mailed and distributed at the theatre
previous to the opening of the attrac-
tion. Street cars, busses and private au-
tomobiles were billed two weeks in ad-
vance of the opening. Every available
music store and other tieup possibility
was taken advantage of with elaborate
window displays. Every available store
room and sign location was used.

Local American Legion Posts and
other military organizations co-operated
in the carrying out of this elaborate
campaign. All the ushers in the theatre
were dressed in military uniforms. Tre-
mendous electric signs, the same type
which were used during the New York
engagement, of “What Price Glory,”
were placed in front and on the sides
of the marquee.

The entire display of oil paintings used
during the engagement of this picture
at the Harris theatre in New York was
placed in the lobby more than a month
in advance of the opening and these
were enhanced by elaborate hand-painted
shadow boxes which created a startling
effect in the theatre entrance.

Throughout the six weeks showing of
this picture another elaborate campaign
was conducted for “7th Heaven,” which
follows “What Price Glory” into the
Terminal.

The picture is now in its sixth week
and is still playing to packed house at
every performance. During the six
weeks “What Price Glory” will have
grossed close to $100,000 in the Terminal
and this at a top price of 75 cents in a
theatre with less than 1,500 seats.

During the first week of “What Price
Glory” the gross business was $26,000.
During the second week it played to
$21,000. The third week $15,000. The
fourth week $14,000, the fifth week $12,-
000, and from present indications it is
probable that the sixth week will sur-
pass every week with the exception of
the first.

The picture was played with Movie-
tone accompaniment and was preceded
by a Movietone entertainment that
aroused enthusiasm and favorable com-
ment by the Newark newspapers.

The Mark Strand and the Troy thea-
tres are notable examples where the
benefit idea has been found to work out
most successfully for both the organiza-
tion concerned as well as the theatre.

High school societies, anxious to raise
funds for some specific purpose, the
Y. M. C. A., or the Y. W. C. A.,
churches or church societies, fraternal
organizations, orphanages, and many
other similar organizations, have coop-
erated with these theatres in the past
and will do so during the coming winter.

A society desirous of selling tickets
for some one week at the theatre, first
confers with the manager and selects the
picture that has been booked for such
and such a week. The manager then

turns over as many tickets as this society
wishes to handle, generally running into
the thousands. The society does not
bind itself to sell the entire number, but
does pledge to do its level best. These
tickets are then parceled out to commit-
tees and individuals who conduct a
house to house campaign, and who also
may be found on streets, leading up to
the theatre. The benefit does not in-
clude the Saturday and Sunday shows.

While the theatre is necessarily com-
pelled to share a certain amount of its
receipts with the organization handling
the outside sale, the house is generally
assured of crowds, and also the house
benefits by having the people talk more
or less about the picture.

48

EXHIBITORS HERALD

October 29, 1927

Exhibitor Plays Up
Tradition Angle on
Reopening Theatre

When Harry Pearl reopened his Bio-
graph theatre in London, after it had been
completely remodeled and refurnished, he
struck a different note in his advertising
and publicity that proved unusually effec-
tive

Instead of using all his space in telling
what a wonderful new picture palace had
been constructed out of the old Biograph,
he played up the “tradition” angle of the
theatre. He did not rant about “comfort-
able seats, beautiful tapestries, that startle
the eye with their magnificence,” and all
that sort of stuff that has been used over
and over again, but here is Pearl’s letter
to The Theatre that tells in his own words
what he did.

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, III.

Dear Sir:

I have departed from the usual
method of boosting the reopen-
ing of a theatre. Instead of shout-
ing of the millions it cost, and all
such very usual and stereotyped
talk, I worked on the “ tradition ”
angle. I might say that all my
press and outside publicity was
worked on similar lines to a de-
cided advantage ; getting a great
amount of space at no cost at all,
because what the newspapermen
got was news instead of the usual
details about “ put you to sleep”
armchairs and carpets a foot
thick.

All best wishes.

Yours very truly,

H. PEARL,

BIOGRAPH CINEMA.

The Biograph was almost 20 years old,
being the oldest in the metropolitan area
of London, so there was plenty of tradi-
tion and stories of historic interest that
Pearl could play up. In his house organ
he ran a picture of the Biograph as it
looked in 1908 beside a picture of the re-
modeled interior as it is today after re-
modeling. The house organ carries a story
about the early days of motion pictures,
and it all makes interesting reading, much
more so than if he had written of the
wonders of the new Biograph.

Have You Joined the
House Organ Exchange?

Have you joined the house organ ex-
change yet? More exhibitors each month
are sending in their names so that they
may profit by seeing the house organs of
other theatres. Below you will find the
complete list of theatres that will exchange
house organs with you.

Bair, E. E., Falls theatre, Cuyahoga Falls, O.

Barr, Maurice F., Saenger’s New Orleans Theatres,
1401 Tulane Ave.

Blair, M. J., St. Francis theatre, San Francisco, Cal.
Bender, A. R., Olympia, Cleveland, Okla.

Bentley, Floyd E., Kelso Amusement Co., Kelso,
Wash.

Brownell, Ossie, Carthage theatres, Gloversville,
N. Y.

Browning, Harry, Olympia, New Haven, Conn.
Hubert, E. H., Metropolitan, Morgantown, W. Va.
Burns, Frank H., Orlando Enterprises, Orl ndo,
Fla.

Christensen, C. R., Twin City, Chehalis, Wash.
Cox, Ed. F., Princess, Bristol, Colo.

Daley, Thomas S., Schine Amusement Co., Glovers-
ville, N. Y.

Dureau, G. J., Saenger theatres, 1401 Tulane Ave.,
New Orleans, La.

Eaton, Jack, The Legion theatre, Alamosa, Colo.

Editor THE THEATRE,
EXHIBITORS HERALD
407 So. Dearborn St.,

Chicago, Illinois.

Sir:

I shall be pleased to exchange
house organs with fellow exhibitors-
publishers and you may enter my
name in your House Organ Exchange.

(Signed

(Theatre)

(City) (State)

Eveland, Earle, Twin City Opera House, McCon-
nelsville, O.

Fawks, E. L., Photo Phone, Graford, Tex.

Fisher, Eldrid, Gem theatre, Pineville, Ky.
Gardner, Hugh T., Orpheum, Neosho, Mo.

Gaston, Dick, Strand and Orpheum, Madison, la.
Gault, J. C., American, Oakland, Cal.

Gill, R. A., Stand, Honey Grove, Tex.

Glaser, Will J., Grand, Faribault, Minn.

Glick, L. M., 729 So. Wabash Ave., Chicago, 111.
Curnette, Barney, Lodi theatre, Lodi, Cal.
Hamburger, F. M., Circle, Portland, Ore.

Harley, Alonza, Valentine, Defiance, Ohio.

Hedges, Harry H., Rugby, 820 Utica Ave., Brook-
lyn.

Hollen, Paul D., Princess, Royal theatres, Mount
Hope, W. Va.

Judd, Forrest E., Prospect, Kansas City, Mo.
Koblen, M., Scout, Oakdale, La.

Kramer, Louis P., Lubliner & Trinz Theatres, Inc.,
307 North Michigan Ave., Chicago, 111.

Little, T. L., Majestic, Camden, S. C.

Lukachie, A. J., Hauber, Camden, Ark.

Lutz, Louis, Fisher’s Fond du Lac, Fond du Lac,
Wis.

MacLeod, M., Wolverine, Saginaw, Mich.

Massey, E>arl D., Texas, Killeen, Tex.

Mattecheek, M. W., Lark theatre, McMinnville, Ore.
Mayer, Joe, Palace, Hamilton, O.

Meredith, G. J., Saenger Theatres, 1401 Tulane
Ave., New Orleans, La.

Miller, Carl F., Miller theatre, Fremont, Ohio.
Mock, Carl F., 56th Street, Philadelphia, Pa.

Moss, Edgar A., Marion Theatre News, Glass Block,
Marion, Ind.

Muller, Benjamin, California theatre, Santa Rosa,
Cal.

Murphy, Harold S., Woodlawn, Chicago.

Nichols, Don, Durham Amusement Company, Dur-
ham, N. C.

O’Rourke, Jack, Laurel. Laurel Springs, N. J.
Olson, H. G., Majestic theatre, Reedsburg, Wis.
Ostenberg, J. H., Orpheum, Scottsbluff, Neb.
Payne, Earl Hall, Kentucky, Lexington, Ky.

Pearl, H., Biograph, London, S. W. England.
Pesky, Edward J., Sun Amusement Co., St. Josph,
Mo.

Pierce, Howard O., Kunsky Theatrical Ent., Detroit,
Mich.

Pope, Clem, T. & D., Oakland, Cal.

Randall, E. H., Liberty, Conden, Ore.

Rivers, Edwin B., 1718 South Main S:reet, Royal
theatres, Los Angeles, Cal.

Saxe Theatre Uses
Fake Newspaper to
Sell “Underworld”

Downtown theatregoers were startled last
Saturday night by boys running along the
streets distributing what appeared by its
makeup to be the morning Sentinel bearing
a banner headline in 120 point type, “Un-
derworld Hits City!”

On closer notice, however, it was seen
to be a clever exploitation stunt in connec-
tion with the picture, “Underworld” at
Saxe’s Strand theatre. The paper, just one
page but made up in regulation newspaper
style, carried eight columns. The sheet
was printed in black ink on orange paper
and was titled the “Milwaukee Ripper.”

Ross, C. A., Bijou theatre, Fall River, Mass.

Sachs, S. M., Masonic, Clifton Forge, Va.

Schwie, F. F., Duluth, Minn.

Sharpe, Philip B., Strand Theatre Publishing Co.,
Portland, Me.

Shimon, Louis, Uptown theatre, Sheboygan, Wis.
Snyder, E. A., Rialto-Virginia, Champaign, 111.
Solomon, H., Strand, McComb, Miss.

Sorg, J. H., Jefferson, Fort Wayne, Ind.

Stiefel, S., Roxboro, Philadelphia, Pa.

Stiles, J. H., The Dalles Amusement Co., The Dall«9,
Ore.

Thompson, N. T., Crystal theatre, Fort Atkinson,
Wis.

Wallace, H. Jim, Lincoln Square, Decatur, 111.
Wheeler, Ed A., Cleveland, O.

Weinberg, D. H., New and Strand, Staunton, Va.
Weinberg, I., New and Yric, Lexington, Va.
Whitback, Frank, West Coast Theatres, Inc., 134
Leavenworth St., San Francisco, Cal.

Wiggins, Clarence, Y. M. C. A., Manchester, Ga.
Wilson, T. S., Seeley, Abilene, Kan.

Woodward, Kenneth V., Penn-State Amusement Co.,
Uniontown, Pa.

Ziprik, G., Y. M. C. A., Westbourne, Tex.

“ The best ballyhoo we ever had had on any picture,” says M. E. Berman,
manager of the Rialto theatre, Aurora, 111., of this truck which was used to
exploit the Fox war picture, " What Price Glory.” The truck was used the
entire opening day. Permission was obtained from the mayor to £re the
machine guns on the streets.

October 29, 1927

EXHIBITORS HERALD

49

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Producer Ownership of Theatres

KISSIMMEE, FLA. — To the Editor :
The letter of Messrs. Crosby & Schwierske
of Colby, Wis., in regards to Uncle Carl
prompts me to add my bit.

At the time our present theatre was
opened in Kissimmee the owner of the op-
position house was not showing Paramount,
Metro, FB O and a few others. We gave
Paramount and the others their first break
in Kissimmee. The opposition sold to
Universal, a half interest at first, and later
the entire holding. Paramount sold Uni-
versal the first available block of pictures.
Then after a change of managers, the pre-
vious owner took over the house for one
month and Paramount canceled his service
and sold it to us. The price was right and
the pictures good, so we did not “cut off
our nose to spite our face” as a number of
the _ film salesmen from competing com-
panies would have us do.

We operated a country store on Thurs-
day night and they came along with the
“two-for-one” coupon stunt. We are now
starting the merchant’s night proposition.
A merchant gets three hundred tickets for
$3 to be given with each dollar purchase.
We get a good price for our house in that
way, the public sees a good picture and
Universal can cuss us all they like. The
Jacksonville Universal exchange have been
very nice to us as we use their service in
our other house.

However, the point is this: Kissimmee

Welch Started As
Shipper for Regal;
Educated Overseas

JACK WELCH, manager of Education-
al’s Vancouver branch, in Canada,
started in the motion picture industry as a
shipper for Regal
Films in Winni-
peg. He was ad-
vanced then to the
position of booker
when he went with
United Artists in
the same city. He
was manager for
this company at
Calgary a year
after the United
Artists branch was
opened. For three
years, Mr. Welch -
was office manager
for Regal Films in
Toronto. Sixty ex^
hibitors honored him at a banquet when he
decided to leave Toronto to go with Edu-
cational in Vancouver. He has been with
Educational now for two years.

Mr. Welch was born in England of
American parents. He was educated in
France and Germany. He was a member
of the Canadian overseas forces and went
through four years of campaigning with-
out a wound.

He cites no special hobbies except the
motion picture business.

is too small for two theatres, but we have
nearly a hundred of the local people as
stockholders and they intend to stick it
out.

Uncle Carl may be the friend of the
small town exhibitor but he is for Uncle
Carl first, last and always. If they see
where they can make more than film rental
by operating a house, they are going to do
it and so are the other companies. The
thing to do is to take the public into
your confidence and explain the situation
to them. They can easily see that the
trustification of the business is to their
everlasting disadvantage, and we feel that
after the present Trade Conference is over
that some of the present unfair practices
of the producer-distributors are going to be
eliminated, to the advantage of the in-
dependent exhibitor. Their success in the
key centers and larger towns have lead
them to believe that they could corner
the industry, but in a great many cases
they have found that the small towns are
mostly “one man” affairs, and often to
their financial sorrow. Their balance
sheets plainly show that their greatest
profits are in production. If they would
follow the logical course and concentrate
upon production they could produce a bet-
ter picture at a lower figure, and the pub-
lic would react to better pictures at lower
prices thus enabling the exhibitor to play
more pictures ; and everyone in the industry
would get a fair share of the prosperity
that would follow.

If some of the producers would take
the time they spend patting themselves on
the back and telling us how great they are
and how we should get down on our knees
and thank them for what they are doing
for us and use that energy to make better
pictures the both of us could get along
better.

However, house cleaning is now in order
and while all the ills of the business may
not be cured the exhibitor will know after
the present Trade Conference, if he will
have a chance or if it will be best for him
to fold up his tent and steal away.

Boys, you have the right to make a liv-
ing. The public is your greatest asset.
Take them into your confidence and tell
them what it is all about and we bet that
they will back you up and thank you for the
chance to do it.— LaRoy Z. Zehrback
Lago Vista Enterprises, Inc., Kissimmee,
Fla.

Our Error

MILES, TEX. — To the Editor: I wish
to correct an error of yours or mine, I
don’t know which.

In my letter in the Herald of October
15, the percentage rating given “No Man’s
Gold” compared with this year is given at
15 per cent and should have been 150 per
cent.

We believe in giving everybody his due
and my business for the year up to this
time hasn’t been much but it makes us
happy to know it’s getting better.

Am enclosing some reports and will try
and do better.

Wonder when the Big Guns in New
York will get acquainted with the exhibi-
tors? They treat me just about the same
as I would a tramp that comes to my show.

Long live the Herald and may it improve
in the future as it has in the past, which
will be plenty. — J. W. Lumpkin, Cupid
theatre, Miles, Tex.

Fox Appoints Morrison

NEW YORK, Oct. 25.— R. J. Morri-
son has been appointed manager of the
Fox Denver exchange, according to an
announcement this week by J. R. Grain-
ger, general salesmanager.

Eberle Entered
Trade Through
Texas Pioneer

NP. EBERLE, manager of Educa-
• tional’s New Orleans branch, early
became acquainted with the film busi-
ness through J.
D. Wheelan, a
pioneer of the
business in
Texas. Mr. Eberle
received his edu-
cation at Tyler,
Texas, later mov-
ing to Dallas. Mr.
Wheelan, whom
he met in Dal-
las, sent him to
New Orleans in
1912 as cashier
for the Mutual
Film Corpora-
tion, and he
stayed there for
three years. He was then made travel-
auditor which position he held for two
years, leaving to enter the service. After
a year overseas, he became associated
with Robertson-Cole in the New York
office, later having supervision of four
southern offices.

A short time later he joined Educa-
tional, doing special work in Canada,
auditing. Then he went to Oklahoma,
where he was branch manager for four
years. He is now manager at New
Orleans.

Mr. Eberle admits having a decided
weakness for baseball and swimming, but
confesses he is not related to Miss
Ederle and never swam the channel.

Fred Pickrel Opens
New $250,000 Theatre;
Blackwell Palace Burns

(Special to the Herald)

PONCA CITY, OKLA., Oct. 25.—
Fred Pickrel has opened his new Poncan
theatre here. The theatre seats 1,300 and
was built and equipped at a cost of
$250,000.

A. J. Bedford has purchased the Liberty at
Valliant, Okla., from Dale Wilson. C. E. Albin
has purchased the Cooper at Greenfield, Okla.,
from L. N. Cooper. Hiram Dunkin has reopened
his Columbia at Cushing, Okla. Lawrence Lipper
will erect a new $50,000 house at Houston, Texas,
soon. The Lamb at Ranger, Texas, has closed
for remodeling. Alexander Pantages will erect a
new $1,500,000 house at Tulsa next year, accord-
ing to rumor. The new Rex has opened at Wit-
burton, Okla. Seigel’s $30,000 theatre has opened
at Pine Bluff, Ark. The Palace theatre at Black-
well, Okla., was damaged by fire recently to the
extent of $300. Buck Morgan will erect a new
theatre at Palmer, Texas, soon. C. E. Truitt
opened his new theatre at McLean, Texas, Oct.
1st. Dent Theatres, Inc., has taken over the
Superba at Denison, Texas, making Denison a
closed town, as the circuit owns the remaining
theatres in that place. B. F. Trammell has opened
the Opera House at Mexia, Texas, with motion
pictures, musical comedy and vaudeville.

Mrs. H. A. Cole, wife of Col. H. A.
Cole, Bonham, Texas, state exhibitor
leader, is dead. Mrs. Cole, a pianist and
teacher of music, was organist for the
theatre.

Woman Does Publicity

for Iowa Theatres

(Special to the Herald)

DES MOINES, Oct. 25. — Dorothy Day,
for several years connected with the pub-
licity department of the A. H. Blank the-
atres, severed her affiliation with that office
September 17 and opened a private publici-
ty concern of her own.

50

EXHIBITORS HERALD

October 29, 1927

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The

Recognized National Classified Advertising Medium

For Sale

FOR SALE fifty rolls of music for Reproduco
Organ at SI. 50 per roll. Send for list. Address
Tokyo Theatre, Veedersburg, Ind.

Signature cuts for newspaper advertising; two
sizes, only $10.00. Sketches free, Eagle Service,
Plankinton Bldg., Milwaukee, Wis.

Position Wanted

ORGANISTS and SINGERS, thoroughly
trained and experienced in theatre work. Men and
women now ready for good positions. Union or
nonunion. Write salary, and other data. Address,
Chicago Musical College, 64 E. Van Buren,
Chicago.

INSTRUCTOR-OPERATOR, desires position as
operator. Capable of handling any equipment.
Willing to go any place. Will accept reasonable
salary with reliable house. Address W. R. Lemke,
3843 N. Harding Ave., Chicago, 111.

I* LUTE AND PICCOLO — Union, experienced.
Pupil of Barrere, consider anything anywhere.
F. Sossaman, 96 Johnston Ave., Kingston, N. Y.

Organist, experienced and reliable, available for
first class permanent proposition. Address E. H.
Gordon, 2S48 Glenmawr Ave., Columbus, Ohio.

EXPERIENCED OPERATOR desires change in
location. Can come on two weeks notice. Refer-
ences. Address William Fulmer, Box 268,
Metropolis, 111.

HOUSE MANAGER, expert projectionist. Lobby
artist, all in one. Ten years experience, Married,
young, best references. Go anywhere. Address
H. E. Schlichter, % Liggett Theatre, Madison,
Kansas.

AT LIBERTY, experienced team organist &
operator, moderate salary, will go anywhere.
Address, K. Grippen, 900*4 4th Street, Beloit,
Wisconsin.

Theatre Wanted

WILL EXCHANGE for small movie theatre I
Northwest state, my equity modern residence
Sioux Falls, S. D. Will pay balance in cash.
Address Box 216, Exhibitors Herald, 407 S.
Dearborn St., Chicago, 111.

WANTED TO RENT picture theatre. Address
H. Swatek, Rex Theatre, Beloit, Wisconsin.

Theatre For Sale

Have two theatres at present, and due to sick-
ness in family, will sell the Rex Theatre at North
Fond du Lac, Wis. Address Chas. G. Baumann,
Oshkosh, Wisconsin.

THEATRE FOR SALE. 7 day town, population
1,100, unusual surrounding territory. Address
Auditorium Theatre, Laurel, Nebraska.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new Reproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 t» 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.

452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE; EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

NEARGRAVURE Process Printed Stationery,
exquisite, special 250 letterheads and envelopes
$3.33 cash postpaid. Samples. Sollidays, Knox,
Indiana.

October 29, 1927

EXHIBITORS HERALD

51

‘What the Picture Did For Me’*

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors’ reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: *‘What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

OBEY THE LAW: Bert Lytell— 25%. Oct. 11.
Good picture, very bad print. — Bert Silver, Sil-
ver Family theatre, Greenville, Mich. — General
patronage.

FBO

THE MOJAVE KID: Bob Steele— 79%. Oct.
14-15. If the balance of the FBO Westerns on
this year’s contract are as good as this, there
will be many a satisfied small town exhibitor.
This young chap has an engaging he-man per-
sonality, the story was good, and the photography
and magnificent scenery would be hard to beat.
Ran “The Telephone Girl” with this Western on
a double program bill. Five reels. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patronage.

GLENISTER OF THE MOUNTED: Lefty
Flynn — 70%. October 8. This is a good Satur-
day picture. Seemed to please all. One of the
best Lefty Flynns we have ever run. Print was
full of old dried out patches, which caused con-
siderable stops. This was the only complaint we
had from the patrons on this picture. Six reels.
— Robert Wygant, Heights theatre, Houston, Tex.
— General patronage.

GLENISTER OF THE MOUNTED: Lefty
Flynn — 25%. September 30. A good entertaining
picture. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

THE BORDER WHIRLWIND: Bob Custer—
50%. October 8. A good Western. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

HANDS ACROSS THE BORDER: Fred Thom-
son— 20%. Very good, although old. Had op-
position or would have had better percentage. —
Dinsmore & Son, Majestic theatre, Weiner, Ark.
— Small town patronage.

CLANCY’S KOSHER WEDDING: George Sid-
ney— A very good comedy to extra business on
our regular “Two For One” program. — Ivy D.
Arnold, Cresco theatre, Cresco, la. — General pat-
ronage.

THE GINGHAM GIRL: Special cast— This was
one of the terrible disappointments of my picture
life. It is so overdone it is terrible. Surely some
one slipped here. What a wonderful opportunity
to make a picture, and to put out a joker like it
is. Seven reels. — W. H. Brenner, Cozy theatre,
Winchester, Ind. — General patronage.

NOT FOR PUBLICATION: Ralph Ince— One
of those kind of pictures that you sit through,
but have to arouse yourself from a delightful
slumber in order that you may be able to say that
you saw the thing. Too much posing that does
not add to the story or tell any story. Personally
was disappointed, and I say that it requires bet-
ter pictures than this in any class theatre to se-
cure business, and if FBO is not going to send
out any better stuff than this, I for one am ready
to throw up the sponge now. Seven reels. — W. H.
Brenner, Cozy theatre, Winchester, Ind. — General
patronage.

ARIZONA NIGHTS: Fred Thomson — Good for
those who like Westerns. His last for F B O. —
R. K. Lattin, Strand theatre, Valparaiso, Neb. — -
General patronage.

LIGHTNING LARIATS: Tom Tyler— October
8. — A good Tyler picture. Tom and his pals al-
ways please. Five reels. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pat-
ronage.

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

THE MAGIC GARDEN : Special cast — When
exhibitors, Dewey L. Disor of Fairmont, Neb.,
called this “wonderful,” and Boom & DuRand
of Ellendale, N. D., referred to this as “beauti-
ful,” and Wileox-Miller of Lakeview, la., said
“it pleased all,” do you wonder that I became
excited and began to tell my people that I had
a treat in store for them ? Well, these exhibi-
tors were all correct. The women and girls
raved about it : the men didn’t kick ; there was
a pleasant sound of money jingling at the box
office ; the picture radiated a clean wholesome
fragrance and the tired but happy Rex crew
went to bed thanking FBO and Mrs. Gene
Stratton Porter for giving the exhibitor and
public something decidedly worthwhile. Boys,
buy all of F B O’s Gene Stratton Porter plays
if you want to please your patrons. They rank
with the Harold Bell Wrights and the Zane
Greys in popular estimation. Paper could be
improved. There should be action shown on
llxl4’s and 1 sheets (the two acid tests of
whether men will be induced to see a picture
or not). Women who have read the book need
no special advertising to bring them in, they
will come anyway, but to make 1 cent profit
one must get in the men, too, and to get them
in action scenes or comedy scenes must be shown
and this holds good for all plays. — Philip Rand,
Rex theatre, Salmon, Idaho. — General patronage.

TARZAN AND THE GOLDEN LION: Special
cast — A very good picture which drew well at
box office. Six reels. — Lyric theatre, Shenandoah,
Pa. — General patronage.

THE OUTLAW DOG: Ranger— Good dog pic-
picture. Acting by Ranger very good though
plot is just ordinary story. — R. K. Lattin, Strand
theatre, Valparaiso, Neb. — General patronage.

A REGULAR SCOUT: Fred Thomson— Not
this star’s [best. All the Thomson fans were
out and all the kids. Business fair. Six reels. —
Ivy D. Arnold, Cresco theatre, Cresco, la. — Gen-
eral patronage.

First National

BROADWAY NIGHTS: Sam Hardy— 80%. July
27. Not the style of a picture for a small town.
On account of Louie John Bartels, a former
townsman, in the picture had a good crowd,
but patrons didn’t think much of picture. Hardy
and Bartels good. — W. Fahrenkrog, Lincoln thea-
tre, Bunker Hill, 111. — General patronage.

THE LAND BEYOND LAW: Ken Maynard—
100%. Come on, Ken, you sure make the rest
of the field look like has-beens. All your pic-
tures have been excellent. In fact, they are
positively the best Westerns in the field. Real
stories, real direction, and a real star. Maynard,
I want your photo. — L. E. Palmer, Postville thea-
tre, Postville, la. — General patronage.

CONVOY: Special cast— 65%. Fair picture.

Started out strong but sort of “petered” out to-
ward the end. Some one missed their cue. This
could have been a great picture. — L. E. Palmer,
Postville theatre, Postville, la. — General patron-
age.

CONVOY: Dorothy Mackaill — 55%. September
10. Another one of the First National so called
specials. A good picture but absolutely not
worth the price they ask. — W. Fahrenkrog, Lin-
coln theatre. Bunker Hill, 111. — General patronage.

LOST AT THE FRONT: Special cast— 85%.
I paid too much for this picture. It is good
but worth only a little more than program
price. Not to be compared with “Rookies,” al-
though it is much better than "Tin Hats,” “We’re
in the Navy Now,” or “Oasey At the Bat.” —
L. E. Palmer, Postville theatre, Postville, la. —
General patronage.

LOST AT THE FRONT: Special cast— 50%.
July 20. Good picture but not a big special. First
National asks too much for these so called spe-
cials from us little town exhibitors. — W. Fahren-
krog, Lincoln theatre. Bunker Hill, 111. — General
patronage.

LOST AT THE FRONT: Special cast— Boys,
watch your step on this one! While a good
comedy, it’s far from the big special it’s rep-
resented to be. First National seems to have a
sliding scale on it, for exhibitors in towns two
or three times larger than Ashland relate that
they bought it much cheaper than we did, al-
though we made a little “jack” on it. — Becker
& Birdsall, B. B. theatre, Ashland, Neb. — Gen-
eral patronage.

LOST AT THE FRONT: Special cast— Very
good. A Jewish-Irish low comedy. Some of the
scenes are a little strong but most fans will be
broad enough in their views not to take offense.
It should please the average audience. — O. B.
Junkins, Manzanita theatre, Carmel, Cal. — Gen-
eral patronage.

DANCE MAGIC: Ben Lyon— 85%. Bought
this on account of Louis John Bartels being one
of the principle actors and drew a good house.
Good picture, better than his first picture,
“Broadway Nights.” Watch Bartels, he is a

52

EXHIBITORS HERALD

October 29, 1927

comer. — W. Fahrenkrog, Lincoln theatre, Bunker
Hill, 111. — General patronage.

BABE COMES HOME: Babe Ruth— 60%. Babe
is as good an actor as he is a ball player.
Good picture. Bad roads and rain kept down
crowd. — W. Fahrenkrog, Lincoln theatre. Bunker
Hill, 111. — General patronage.

BABE COMES HOME: Babe Ruth — 60%.

Personally I liked the picture, but my crowd,
what there was of them, didn’t. Lacks B. O.
fire in small towns, I believe. Not as good as
"Slide, Kelly, Slide.” — L. E. Palmer, Postville
theatre, Postville, la. — General patronage.

THE SEA TIGER: Milton Sills— 75%. Sep-
tember 17. A very entertaining picture. Pleased
all. Six reels. — Bruno Hollenbeck, Rose theatre,
Sumas, Wash. — Small town patronage.

THE OVERLAND STAGE: Ken Maynard—
75%. September 17. A real honest to goodness
Western. Keep it up, Ken, you are going some. —
W. Fahrenkrog, Lincoln theatre. Bunker Hill, 111.
— General patronage.

THE STRONG MAN: Harry Langdon— 60%.
September 7. Just fair. Only a program pic-
ture.— W. Fahrenkrog, Lincoln theatre. Bunker
Hill, 111. — General patronage.

THE STRONG MAN: Harry Langdon — From
the ridiculous to the sublime. This is so ridicu-
lously funny that we nearly fell out of our seats
ourselves and the fans laughed until they cried.
Some pronounced it the silliest thing they ever
saw, but they laughed just the same. Where
Harry fell down the stairs after glimpsing the
artists model was a riot. — Dinsmore & Son, Ma-
jestic theatre, Weiner, Ark. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— 100%.
I just never did at "no time no how” ever run
or expect to run a better comedy drama than
this. Every single person who saw it enjoyed
it and told me so. Here’s to you, Colleen. Give
us more like it. — L. E. Palmer, Postville theatre,
Postville, la. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— 80%.
October 16-17. Colleen is a good box office bet
here, but this is not her best picture that we have
shown. Very good comment on the picture from
patrons. Six reels. — W. R. Baughn, Jr., Sun thea-
tre, Walthill, Neb. — General patronage.

NAUGHTY BUT NICE: Colleen Moore — Very
good. Hilarious comedy situations arising all the
time keeping the audience in an uproar. Seven
reels. — O. B. Junkins, Manzanita theatre, Carmel,
Cal. — General patronage.

IT MUST BE LOVE: Colleen Moore— 50%.
Pleased all but the shoot ’em up bunch. Ran
this with a Snookums comedy and the Pathe
News and it made a good program. — Dinsmore &
Son, Majestic theatre, Weiner, Ark. — General pat-
ronage.

PALS FIRST: Special cast — 10%. Ran this as
an extra harvest program and had a revival
commence unannounced and two socials to buck,
so we lost money on as good a picture as we
could have had for a mid-week show. The few
who 6aw it liked it fine. — Dinsmore & Son, Ma-
jestic theatre, Weiner, Ark. — General patronage.

THE WHITE BLACK SHEEP: Richard Bar-
thelmess — 25%. September 28. Just a fair pro-
gram entertainment. — Bert Silver. Silver Family
theatre, Greenville, Mich. — General patronage.

KIKI: Norma Talmadge: 60%. August 3.
I think Norma’s best. More action than most of
her pictures. — W. Fahrenkrog, Lincoln theatre.
Bunker Hill, 111. — General patronage.

FOR THE LOVE OF MIKE: Special cast—
A fair program picture that centers on college
activities. Not especially strong as a B. O. bet.
- — Becker & Birdsall, B. B. theatre, Ashland,
Neb. — General patronage.

HARD-BOILED HAGGERTY: Milton Sills—
Can you feature an old bird of 50 like Sills get-
ting into a tree and crying to a girl, “I’m a bear,
I’m coming to get you?” Scenes in this picture
are too disgusting to relate and the board of re-
view slipped a cog in letting them pass without
deletion. — Becker & Birdsall, B. B. theatre, Ash-
land, Neb. — General patronage.

LIFE OF RILEY : Special cast — Oct. 11-12.
Very good. — Earle theatre, Carroll, Iowa. — Gen-
eral patronage.

THE POOR NUT: Special cast — A fair col-
lege comedy that went over well with our Sunday
crowd. Business very good. Seven reels.— Ivy D.
Arnold, Cresco theatre, Cresco, la. — General pat-
ronage.

SMILE BROTHER, SMILE: Special cast—
October 9-10. A very pleasing picture. Received
many favorable comments. Good any day of the
week. Seven reels. — John L. Damm, Strand thea-
tre, Wadsworth, O. — General patronage.

SMILE BROTHER, SMILE: Special cast—

October 13-14. Good. — Earle theatre, Carroll, la.

- — General patronage.

WHITE PANTS WILLIE: Johnny Hines— A
nice breezy comedy feature, that is just about
as clean as Johnny’s "White Pants.” Seven reels.
— Earle E. Potter, Firemen’s theatre. New Hamp-
ton, la. — General patronage.

LONESOME LADIES: Lewis Stone — October
11. Just a fair offering. Same old plot. Not
much business. Six reels.— John L. Damm, Strand
theatre, Wadsworth, O. — General patronage.

THE BLOND SAINT: Doris Kenyon — A fair
picture except it’s tinctured with too much Lewis
Stone. Why F. N. persists in having him in its
lineup is a mystery, for he’s a poor bet any sea-
son of the year. — Becker & Birdsall, B. B. thea-
tre, Ashland, Neb. — General patronage.

Fox

HILLS OF PERILS: Buck Jones — 12%. Octo-
ber 10. This is a story of booze and bootlegging.
As this town has been dry since Carrie Nation
was a flapper, it flopped hard. Five reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

GOOD AS GOLD: Buck Jones — 50%. October
1. A fine Saturday picture. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

IS ZAT SO: Special cast — 50%. October 7.
This is an extra good program picture. — Bert Sil-
ver, Silver Family theatre, Greenville, Mich. —
General patronage.

IS ZAT SO: Special cast — Title does not mean
anything but if you can get them in, the picture
will please those who like "pug” stuff. Seven
reels. — Earl E. Potter, Firemen’s theatre. New
Hampton, la. — General patronage.

NO MAN’S GOLD: Tom Mix— 100%. Any
Ken Maynard is fully 95 per cent better, but
Tom sure has the pull at the B. O., so why
should I care what the picture is. It’s what the
picture does that brings in the bread and butter
and this brought in plenty of it. A great B. O.
attraction. — L. E. Palmer, Postville theatre, la. —
General patronage.

NO MAN’S GOLD: Tom Mix— 60%. This is
a good Tom Mix picture. But wow 1 what a
rotten print. Fox never does send us good
prints. I wonder if we are the only ones they
6end bad prints to. The picture will please. Six
reels.— Robert Wygant, Heights theatre, Hous-
ton, Tex. — General patronage.

THE DESERT VALLEY: Buck Jones— 80%.
My first Jones for a long time and to my sur-
prise it drew very well in the face of bad roads.
I can’t figure out why these 6mall town people
and farmers will come to see such stuff and pass
up high-class attractions. Just a picture — not bad,
not good. — L. E. Palmer, Postville theatre, Post-
ville, la. — General patronage.

SUMMER BACHELORS: Madge Bellamy— 75%.
With a title like that almost any picture does
business. Say what you want to, but all audi-
ences in small and large cities or towns like a little
bit of snap in their movies. The picture is only
fair, but the star certainly isn’t hard on the eyes.
— L. E. Palmer, Postville theatre, Postville, la.—
General patronage.

SUMMER BACHELORS: Madge Bellamy-
Very light comedy. No drawing power. Was a
complete failure in receipts. Seven reels.— Lyric
theatre, Shenandoah, Pa. — General patronage.

THE BLUE EAGLE: Special cast — 50%. I
couldn’t get much out of this attraction. The
story is very weak, almost incoherent. The de-
tails very poor and too rough to please the ladies.
It would get by on a Saturday. — L. E. Palmer,
Postville theatre, Postville, la. — General patron-
age.

CHAIN LIGHTNING: Buck Jones— It’s good.
One of the better Westerns on next year’s prod-
uct, and full of action. — Becker & Birdsall, B. B.
theatre, Ashland, Neb. — General patronage.

7Z.A SfVFWTH AVPNUt NEW_V0HW_£0Y_

TUMBLING RIVER: Tom Mix— Our first of
the ’28 series and it’s a thriller! A Saturday
rain kept down the crowd, but all were pleased.
Mix is still our best week-end bet. — Becker &
Birdsall, B. B. theatre, Ashland, Neb. — General
patronage.

LOVE MAKES ’EM WILD: Sally Phipps— A
snappy comedy drama that pulled ’em in strong
both Monday and Tuesday, ordinarily our poorest
nights. Fox pictures, as a rule, deliver the goods
for us at the box office, so we didn’t hesitate so
very long in signing up for the coming year. —
Becker & Birdsall, B. B. theatre, Ashland, Neb. —
General patronage.

LOVES OF CARMEN : Special oast — October
10-11. Absolutely failed to go over. I had it set
in for three days, pulled it the second day. It
may be big city stuff, but will not please small
town patrons. It has some raw sex scenes. Eight
reels.— C. S. Watson, Electric theatre, Caldwell,
Kan. — Community patronage.

CANYON OF LIGHT: Tom Mix— October 13-14.
Well, boys, you know we want Tom to stay away
from the frills and ruffles and to stay out in the
open but this is too much. I hope Tom never
makes another as foolish as this. He licks 20 or 30
at a time ; throws ’em through the sides of build-
ings, and pushes over three story buildings with
ease. Just about the sort of stuff you would ex-
pect to see after eating a late supper composed of
frogs legs and bootleg licker. Stewmuch. Six
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

THE MUSIC MASTER: Lois Moran— Sold as a
special, but it’s not the type that interests the
regulars. A tieup with the Woman’s Club put it
over o. k. and brought those who under ordinary
conditions would not have come. — Becker & Birds-
all, B. B. theatre, Ashland, Neb. — General patron-
age.

COLLEEN : Madge Bellamy — A race horse

drama that did fair business but hardly worth the
price paid.— Becker & Birdsall, B. B. theatre,
Ashland, Neb. — General patronage.

YELLOW FINGERS: Olive Borden — This is an
old one about the South Seas, yet it grossed
more than any played since January, when "The
Red Kimona” broke all house records in this
show. — Becker & Birdsall, B. B. theatre, Ash-
land, Neb. — General patronage.

Gotham

A WOMAN’S LAW: Special cast — We’ve been
trying to forget this picture. Everybody tried
so hard — all they needed was a goat gland for
the plot, which one used to see twice a week
about four years ago.— R. J. Speck, Kenwood
theatre, Chicago. — High class patronage.

Metro-Goldwyn-Mayer

CAPTAIN SALVATION: Special cast— 65%.
A very, very good production that drew fair busi-
ness in fairly hot weather. — L. E. Palmer, Post-
ville theatre, Postville, la. — General patronage.

SLIDE, KELLY, SLIDE: William Haines—
80%. Now, I am sorry to report that my opinion
of this picture isn’t just as high as it should be.
This is a great baseball town, and so much poor
baseball playing did not make a hit. One hard-
boiled fellow said, "If Haines looks like a pitcher,
I’m the King of England.” Not nearly as good
as “Brown of Harvard” in regards to atmosphere.
— L. E. Palmer, Postville theatre, Postville, la. —
General patronage.

SLIDE, KELLY, SLIDE: William Haines—
70%. July 30. Fine, clean, amusing picture
from start to finish. Good for any size town. —
W. Fahrenkrog, Lincoln theatre. Bunker Hill, 111.
— General patronage.

ROOKIES: Special cast — 100%. Absolutely a
knockout from all angles, box office and quality.
More laughs out of this than anything I’ve played
since “The Freshman.” Boy, oh, boy 1 what a
show. — L. E. Palmer, Postville theatre, Postville,
la. — General patronage.

TILLIE THE TOILER: Marion Davies— 65%.
Here is a fine picture, and Metro doesn’t hold
you up on it. — W. Fahrenkrog, Lincoln theatre.
Bunker Hill, 111. — General patronage.

TELL IT TO THE MARINES: Special cast—
75%. Good picture for any house. Chaney and
Haines both good. My patrons don’t ordinarily
care for Chaney, but in this one they said he was
fine. — W. Fahrenkrog, Lincoln theatre. Bunker
Hill, 111. — General patronage.

TELL IT TO THE MARINES: Lon Chaney-
Very good. People here are crazy about Lon
Chaney. Ten reels. — Louis Ducote, Peoples thea-
tre, Cottonport, La. — General patronage.

THE WANING SEX: Norma Shearer— 65%.

October 29, 1927

EXHIBITORS HERALD

53

J. C. Jenkins — His Colyum

AUBURN, IND., October 16, 1927.

DEAR HERALD;

When we were in Salmon, Idaho, recently I heard Frank O'Hara say to “Fishy”
Phil that when I didn’t have anything to write about I always drew on my
imagination and it invariably led me away from the beaten paths of truth
and far into the realms of fiction. This sounds to me like an unwarranted
attack on my enviable reputation for veracity, and to allow this statement to be
broadcast unchallenged would be to admit it to be true. Therefore, I am
entering a flat and positive denial and am calling upon the HERALD readers to
protest an attack of this nature upon my fair name. I may lie occasionally,
should necessity demand such action, but I resent being accused of it, especially
by a man who told that widow from Chicago, whom we met in the Yellowstone
park, that he was the man who built the Union Pacific railroad and was the
contractor that dug Hood’s Canal. But as I have said before, one can expect
anything from an Irishman. Just see what Polly Moran and Marie Dressier did
in the “Callahans and Murphys,” which, by the way, is a cracking good show.
This, you will understand, is merely an introduction to what I might have to say
later on.

The Herald Fills a Want None Others Do

Last Monday when I crossed the state line into Indiana I stopped the car
and got out, lit my pipe and broke forth in the following effusion: “Clara,
we are now entering the state where, by permission of the authorities and the
connivance of my parents, I was permitted to blossom forth from the adolescent
stage into young manhood which finally culminated in placing the Hoosier state
in the foremost of the states of the nation, and where I still have a few remaining
friends who have been unable to migrate to Nebraska and who have pronounced
convictions as to how a car should behave herself, and, since you have shown an
utter disregard of my instruction and have become so temperamental in your
conduct that at times you have shaken your shackle bolts loose and disregard
traffic signals, therefore I want to inform you that right here is where you and 1
split the sheet.” Then I took a bottle of old Burgundy and broke it over the
radiator and said, ’7 christen thee 'Marie’ in honor of Marie Prevost, that most
delightful lady star who has endeared herself to millions of fans throughout this
nation, and I nominate my old friend, Elmer E. Pearson, as best man, (if you know
what that means, I don’t) and from this on let’s hope that you and I will travel
in harmony and will carry the glad tidings to a waiting world that, THE HERALD
FILLS A WANT NONE OTHERS DO” (which, by-the-way, is a fact and not
fiction).

After delivering myself of the foregoing, I got in and stepped on the gas and,
suffering cats, you should have seen that car go down the road. I took my foot
off the gas as soon as I left Morocco and had to step on the brake to get her
stopped at Rensselaer.

Hereafter, you boys will please me greatly by refraining from any reference to
“Viola” or “Clara” and you can call me fickle if you want to and it will be all
right with me, but h’gosh, I am saving gas, and gas costs money. And as Bill
used to say, “Marie and I will be in to see you.”

The Herald Fills a Want None Others Do

Contrary to the general understanding, I haven’t found a Hoosier exhibitor yet who
wears whiskers, not one. Suppose those who do have joined the “House of David”
and moved to Benton Harbor. I have, however, found a lot of mighty fine fellows
who have shown a wonderful amount of self control when I called. Among those
who haven’t shown me any violence I note the following: A. Metzger, Fairy the-
atre, Knox; W. E. Glauh, Gem theatre, Plymouth; C. Calebeck, Auditorium,
Nappanee; Harry E. Lerner, Lerner, Elkhart; O. J. Lambequette, Tivoli, Missh-
wauka ; Lewis Cochovety, South Bend Theatre Corporation, South Bend ; Ezra
don, Morocco; Engebret Jensen, Star, Wheatfield; John Waytinek, Hippodrome,
Rhodes, Castle, South Bend; Mrs. B. Deardorff, Strand, Kendleville; R. R. Metsker,
Rialto, Plymouth; Rees Theatre Company, Gem, Plymouth; P. L. Werner, Claren-
North Judson; Guy Loudermilk, Fairy, Nappanee; L. J. Dunning, Strand, Warsaw.

You will recall that L. J. Dunning of Warsaw is the fellow who wanted to go to
Nebraska to hunt ducks, and after I gave him the information he asked for and
warned him to “Look out for the Indians” he gave the trip up. Must be he got cold
feet, but they wouldn’t hurt him.

I spent a delightful evening with Mr. J. Goldberg of the La Porte theatre at
La Porte. He impressed me as being one of the best posted men on matters theatrical
I have found in many a day. He has very pronounced convictions on the matter of
block booking and other things he thinks should be corrected for the good of all
concerned and does not hesitate to express his opinions in a convincing way. The
two hours spent with him in his office were not only pleasant, but very instructive. I
wish to acknowledge my indebtedness to Mr. Goldberg for a delightful evening.

Messrs. Hart & Smith operate the Court and Empire theatres here in Auburn.
The Court is now closed and is undergoing an elaborate re-modeling and when com-
pleted will rank among Indiana’s best theatres.

The Court will be the third house in the state having an “atmospheric effect” and
the present plans call for everything in matters of decoration that are required to

( Continued on following page )

August 27. A good clean picture. Many good
comments from patrons. Norma sure does her
stuff. — W. Fahrenkrog, Lincoln theatre. Bunker
Hill, 111. — General patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— 70%. A good outdoor picture. Good for
small towns. Many good comments. — W. Fahren-
krog, Lincoln theatre, Bunker Hill, 111. — General
patronage.

BATTLING BUTLER: Buster Keaton— 10%.
August 13. Can’t say much for this one. Just a
lot of eilly stuff. Not real comedy. My patrons
don’t care much for Buster. Two reelers are
where he belongs. — W. Fahrenkrog, Lincoln thea-
tre, Bunker Hill, 111. — General patronage.

ON ZE BOULEVARD: Renee Adoree — Ooh
La La! What a lemon. Renee Adoree, the “Big
Parade” star, and Lew Cody prancing through a
- silly and meaningless story. Just a piece of film,
no moral, no heart interest, the time of two per-
fectly good artists wasted. If you must play this,
get out of sight as your 12 or so patrons come
out. — O. B. Junkins, Manzanita theatre, Carmel,
Cal. — General patronage.

TWELVE MILES OUT: John Gilbert— Good.
Resplendent with action and thrills. Even with
Mr. Gilbert far off the beaten path he is still
given an opportunity to display his ability as an
ardent lover. Ernest Torrence still knows how
to act. The ending is tragic. — O. B. Junkins,
Manzanita theatre, Carmel, Cal. — General patron-
age.

TWELVE MILES OUT: John Gilbert— The
proper place for this baby is “Twelve Miles Out”
and then “Twelve Miles Down.” Eight reels. —
Earle E. Potter, Firemen’s theatre. New Hamp-
ton, la. — General patronage.

THE FRONTIERSMAN: Tim McCoy— Not un-
like other pictures Col. McCoy has done. Indians,
the usual love affair, etc. A touch of pathos and
comedy evens out the 6tory in expected fashion. —
O. B. Junkins, Manzanita theatre, Carmel, Cal. —
General patronage.

FRISCO SALLY LEVY: Sally O’Neil— I guess
that the producers didn’t care to advertise this
one, anyway after making several requests I
failed to receive a press sheet on it. I imagine
the press sheet would have compared it favorably
with “The Cohens and Kellys,” but there is just
as much difference as there is between bananas
and cucumbers. Why do they have to put smut
into pictures? If you don’t like smut on your
screen, better use the shears before you show this
one. Eight reels. — Earle E. Potter, Firemen’s
theatre, New Hampton, la. — General patronage.

THE BIG PARADE: Renee Adoree — This giant
superspecial that is known throughout the land,
caused a ferocious rent in our bank account, for
rental requirements, but only temporarily. We
played it four nights early in October and it
brought in more profit than any picture we have
previously run. We advertised it within a radius
of 10 miles and the people’s response was gener-
ous, adding prestige as well as profit to the house.

Becker & Birdsall, B. B. theatre, Ashland, Neb.

- — General patronage.

THE ROAD TO ROMANA: Special cast— Oc-
tober 5-6. Notwithstanding an adverse comment
by an eminent critic from the windy city, our
crowd liked this and came back well the seocnd
night. — Ivy D. Arnold, Cresco theatre, Cresco, la.

- — General patronage.

THE UNKNOWN: Lon Chaney— Can be
classed as a good picture. The gruesome and
morbid characters that Chaney has been playing
is causing disfavor among feminine fans. Seven
reels.— O. B. Junkins, Manzanita theatre, Carmel,
Cal. — General patronage.

THE FIRE BRIGADE: Special cast — A pic-
ture people like to see. Keep it up Metro-Gold-
wyn-Mayer. Ten reels. — Louis Ducote, Peoples
theatre, Cottonport, La. — General patronage.

THE SCARLET LETTER: Lillian Gish— Fine
program. Can draw people on any night with a
picture like this. Ten reels. — Louis Ducote, Peo-
ples theatre, Cottonport, La. — General patronage.

THE FOUR HORSEMEN: Special cast— We
turned this reissue over to the Legion as a bene-
fit picture and they got out and sold tickets to
every one that could rake up the price. They
cleared a neat little profit, but got all the money
the folks had to spend on shows for a week or
two, so we ran to almost empty seats for the next
two or three shows. These benefit shows that help
every other organization at the expense of the
theatre owner are a serious matter sometimes.
Hereafter we are going to demand a percentage
of the receipts and thus even up the slump that

follows these benefits. — Dinsmore & Son, Majestic
theatre, Weiner, Ark. — General patronage.

Paramount

THE LAST OUTLAW: Gary Cooper— 85%.
Much better than the other Cooper, but not yet
is he a star that has drawing power like Mix

and Thomson. Well directed and well made. Use
the heralds and it can be put over quite satisfac-
tory.— L. E. Palmer, Postville theatre, Postville,
la. — General patronage.

WHIRLWIND OF YOUTH: Lois Moran— 50%.
Just a picture. Anything you could pick out
would do just as well. It’s not a bad picture but
there is nothing to it to entertain or to thrill. —

54

EXHIBITORS HERALD

October 29, 1927

J. C. Jenkins— His Colyum

( Continued from preceding page)

bring the house up to the last word in elegance. A Marr & Colton pipe organ will
be installed costing $15,000 and one of Chicago’s famous pipe organists will be brought
here to render the music on the opening occasion, which will be about November 15.
Messrs. Hart & Smith also operate a house at Butler and will soon take over the
Strand at Warsaw. The Empire here at Auburn will be operated as a second run
house.

I found Mr. Hart, the local manager, a gentleman of high calibre and in conversa-
tion with some of the townspeople was told that he is held in the highest regard by
the entire community. Auburn is already boasting about their new theatre and judg-
ing from this it is safe to ,say that the new Court will enjoy the confidence and
patronage it should. Here’s success to the new theatre.

1 have just come from witnessing “The Big Parade” at the Empire. I am not
going to “blow” any on this picture, it doesn’t need it. It is all that M-G-M claims
for it and more too, but I do desire to say that Renee Adoree did some remarkable
work in this picture. Seldom do we find a lady who could put as much into a part
and get as much out of it as did Miss Adoree. It may be “personality,” it may be
exceptional ability, or it may, and probably is, both, anyhow she gets hold of you
and grips until it almost hurts, and that’s about the best way I can put it. John
Gilbert is good, of course, as he always is, and Karl Dane never fails. He couldn’t
fail if he wanted to with those facial expressions of his, but I’d like to know what
brand of “plug” he uses. Maybe it would help me. The ex-bartender seemed to fit
into the picture like a glove and the director used excellent judgment when he
selected this cast, but —

I want to register one complaint against this picture, and that is the profane sub-
title. I never believed that the use of profanity added any emphasis or merit to any
entertainment. Even people who use profanity do not relish seeing it upon a screen,
and as used in one scene in this picture it was positively shocking. It is true that
where it was used by Mr. Gilbert when he found his buddy, Karl Dane, had been
killed by the Germans, was a very tense scene, and it is likely true that men in
similar circumstances would use such language, yet when flashed upon the screen
it strikes one with a feeling akin to horror and detracts very materially from the
effect sought by the scene.

“Damn” and “Hell” are words commonly used and to which the public have
become more or less accustomed and most people think but little about it, but
“Damn your souls” will hardly pass as the best expression to use, and when this
expression is prefixed with the name of the Deity it is going beyond any license

granted by the laws of God or state, and producers of pictures should learn this. I

have been told that the government passed and approved this picture in its entirety.
If it did it gave sanction to an expression of profanity that is barred by the statutes

of every state in the Union. I hardly think the government did. Barring the profane

language used, “The Big Parade” is a masterpiece. Is this enough to say, or should
I have omitted the adverse criticism?

The Herald Fills a Want None Others Do

It is simply awful to be a target for every guy in the country who wants to take a
shot at you. Now comes “Fishy” Phil with another tirade of abuse and claims I
refused huckelberry pie when I was at his house to dinner. A greater piece of
fallacy was never written. The very idea! If he had said that I ate 11 pies it would
have been nearer the truth. The facts are that Mrs. Rand had stuffed me on other
delicacies, even to the bursting of buttons, before we arrived at the pie stage that I
was only able to pass my plate for the third piece.

Gosh, if that boy ever tries to stuff that bushel of huckelberries down me that he
threatens to do he will have the easiest job he ever tackled. I don’t like the way
he sticks up for that Rabbi. Kinda seem to me they are in cahoots, but he may learn
a plenty about that Irishman some day. I have. You can’t depend on him for any-
thing, except that he won’t eat pork on Friday, got to have fish. Guess that’s why
he and “Fishy” Phil are so thick.

Common sense would teach anybody who could think that it was time to bring
this to a close, but Jay told me to go ahead and write all I wanted to. Guess he wants
me to try and earn my $7.50 some way, and Eagle Eye Joe broke in and said “Yes,
go to it, there won’t anybody believe it anyway.” Now wasn’t that lovely of him?
I have one friend at 407 South Dearborn anyway, and that’s the elevator boy. He
let me ride with him up and down the 15 stories 11 times before he told me he was
afraid I’d get seasick. I wanted to show my appreciation so gave him a nickel. He’s
a good boy.

Will someone please page Tom Foster of Stanley, Traggsdorf of Neilsville, Wis.,
Crocket Brown of Nashuwauk, Minn., Grasshopper Sprague of Goodland, Kan., P. G.
Estee of Parker, H. G. Stettmund of Chandler, Okla., and H. J. Longaker of Alex-
andria, Minn. Their silence is becoming painful. We can’t stand ia much longer.

All right then, if that’s the way you feel about it I'll stop.

J. C. JENKINS,

The HERALD Man.

L. E. Palmer, Postville theatre, Postville, Ia. —
General patronage.

ROLLED STOCKINGS: Special cast— 60%. A
dandy picture of college days. Title actually kept
away patrons thinking it wasn’t exactly what it
should be. Where they got that title I don’t know.
Look out for Louise Brooks, she is sure fine in
this one. — W. Fahrenkrog, Lincoln theatre. Bun-
ker Hill, 111. — General patronage.

BLIND ALLEYS: Thomas Meighan — 60%. Not
very good. Tom, if you would come to life, put
some pep into your acting, your pictures would
be very good. Come on, wake up, you’ve got the

6tuff. I hope you see this. My clientele like you
very much, but they were badly disappointed in
“Blind Alleys.” — L. E. Palmer, Postville theatre,
Postville, Ia. — General patronage.

A SOCIAL CELEBRITY: Adolphe Menjou—
15%. Good for those who like Menjou but our
crowd did not take to him, so we played to about
the smallest second night crowd we ever had. —
Dinsmore & Son, Majestic theatre, Weiner, Ark. —
General patronage.

DESERT GOLD: Jack Holt— 65%. July 23.
Good as most all Zane Grey Westerns. Plenty of
action. Good Saturday night picture. — W. Fahren-

krog, Lincoln theatre, Bunker Hill, 111. — General
patronage.

DESERT GOLD: Special cast — 40%. Very
good Western picture. We are running none but
the older pictures so we can get pictures at a
price we can afford, hereafter. Too much untried
stuff very nearly had us on the rocks. These
older pictures please better and cost no more,
so we can afford to wait. It will take us another
year to get on our feet solid enough to pick what
we want. — Dinsmore & Son, Majestic theatre,
Weiner, Ark. — Small town patronage.

RUNNING WILD: W. C. Fields— 67%. Octo-
ber 11. A very amusing comedy of a hen-pecked
husband turning into a wild roaring cave man.
They liked it immensely. Five reels. — E. M. Bid-
dle, Strand theatre, Paoli, Ind. — Small town pat-
ronage.

ROUGH HOUSE ROSIE: Clara Bow:— 70%.
October 2-3. This is a good entertaining picture.
—Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

BLONDE OR BRUNETTE: Adolphe Menjou—
50%. September 24. This picture is a lot of junk.
Took one on the nose when we let them slip this
over on us. Six reels. — Bruno Hollenbeck, Rose
theatre, Sumas, Wash. — Small town patronage.

THE TELEPHONE GIRL: Madge Bellamy—
79%. October 14-15. An engaging story of poli-
tical intrigue. Nothing big, but made a good
evening’s entertainment paired in with the “Mo-
jave Kid” on a double program bill. — E. M. Bid-
dle, Strand theatre, Paoli, Ind. — Small town pat-
ronage.

THE MYSTERIOUS RIDER: Special cast— 80%.
I didn’t see it but a good sized crowd did. Many
kicked because director thought he could improve
on Zane Grey’s story. Funny how these Hollywood
gentlemen love to spoil a good story, but I sup-
pose we should consider ourselves lucky that it
was really kept a Western and not made into a
bedroom comedy. The title will draw them in,
however, and please the majority. You had better
play it. — Phillip Rand, Rex theatre, Salmon, Idaho.
— General patronage.

PARADISE FOR TWO: Richard Dix— 15%.
October 11. Had the worst storm in a long time
about show time, so you know the rest. Boys,
here ’6 a darn poor show. Don’t run it if you can
get it cancelled. — Robt. T. Yancey, Bonny thea-
tre, Mansfield, Mo. — General patronage.

MISS BREWSTER’S MILLIONS: Bebe Dan-
iels— 25%. Not bad at all, but have had Bebe in
better ones. — Dinsmore & Son, Majestic theatre,
Weiner, Ark. — General patronage.

KID BOOTS: Eddie Cantor — 75%. Full house.
Everyone pleased but the manager. Personally
think there is nothing to the story. — Grafton Nut-
ter, Royal theatre. Republic, Kan. — General pat-
ronage.

KID BOOTS: Eddie Cantor— 25%. This fel-
low knows his onions, and this is a good com-
edy feature. But the title will draw you no
business, and the paper is terrible. A good pic-
ture ruined with a bad title and poor paper.
Six reels. — Robert Wygant, Heights theatre,
Houston, Tex. — General patronage.

MAN OF THE FOREST: Jack Holt— 80%. Oc-
tober 12-13. Good picture but we have had bet-
ter from Jack. I really believe Jack could put
over other pictures better than Westerns. Seven
reels. — W. R. Baughn, Jr., Sun theatre, Walthill,
Neb. — General patronage.

FORLORN RIVER: Jack Holt— 56%. October
15. A real good ordinary program picture. Six
reels. — Clarence E. Hopkins, Hopkins theatre. Cot-
ter, Ark. — Small town patronage.

SO’S YOUR OLD MAN: W. C. Fields— 65%.
September 14. A nice clean comedy. Nothing big
but a mighty good program picture. — W. Fahren-
krog, Lincoln theatre. Bunker Hill, 111. — General
patronage.

VARIETY : Emil Jannings — 60%. October 14-
15. Not much of a story in this picture and is
not much of a small town picture. Circus and
vaudeville acts in the picture help it some. Six
reels. — W. R. Baughn, Jr., Sun theatre, Walthill,
Neb. — General patronage.

IT: Clara Bow: 65%. Some picture. If we
could get them as good as this all the time we
exhibitors need not worry. More favorable com-
ments on this than any picture I have shown for
some time. Clara is some actor. Picture for my
new theatre lobby, Clara, please. — W. Fahrenkrog,
Lincoln theatre, Bunker Hill, 111. — General pat-
ronage.

IT: Clara Bow — 40%. Did not draw nearly so
well as we expected, but was a good picture.

EXHIBITORS HERALD

55

"The Drop Kick” is all set for the opening of the college football season. In these
Scenes of Richard Barthelmess’ picture for First National the star is seen with
Alberta Vaughn and (right) Barbara Kent.

October 29, 1927

Pleased the young folks especially. — Dinsmore &
Son, Majestic theatre, Weiner, Ark. — Small town
patronage.

THE CAMPUS FLIRT: Bebe Daniels— 70%.
August 31. Another good one for Bebe. Keep up
the good work. — W. Fahrenkrog, Lincoln theatre,
Bunker Hill, 111. — General patronage.

THE PALM BEACH GIRL: Bebe Daniels—
40%. Good picture, but the show business is not
up to par right now, so did not do much good. —
Dinsmore & Son, Majestic theatre, Weiner, Ark. —
Small town patronage.

BEHIND THE FRONT: Special cast— 50%.
October 8. This picture delighted our audience.
Six reels. — Clarence E. Hopkins, Hopkins theatre,
Cotter, Ark. — Small town patronage.

DANCING MOTHERS: Clara Bow— 80%. Like
old wine — very good. Marred only by a sad end-
ing. But Clara brings in the young folks. —
L. E. Palmer, Postville theatre, Postville, la. — -
General patronage.

EAGLE OF THE SEA: Special cast— 10%. Sep-
tember 20-21. This is an excellent picture of its
kind. Both people that came thought it was good.
Business rotten on account of circus in town. No
fault of the picture. Eight reels. — Robert Wy-
gant, Heights theatre, Houston, Tex. — Neighbor-
hood patronage.

WE’RE IN THE NAVY NOW: Special cast—
60%. October 1. Big high grade picture. Pleased
every one, even the manager’s wife. Seven reels.
— Grafton Nutter, Royal theatre. Republic, Kan. —
General patronage.

PADLOCKED: Special cast — 20% Another
lemon. — Grafton Nutter, Royal theatre, Republic
Kan. — General patronage.

FASCINATING YOUTH: Special cast— 50%.
Fair, nothing big, but o. k. — Grafton Nutter,
Royal theatre. Republic, Kan. — General patronage.

THE RAINMAKER: Special cast— 60%. A
good program picture. — Grafton Nutter, Royal
theatre, Republic, Kan. — General -patronage.

HULA: Clara Bow— Very good. Drew well

for Thursday. They like Clara Bow here. Seven
reels. — Lyric theatre, Shenandoah, Pa. — General
patronage. •

THE WAY OF ALL FLESH: Emil Jannings —
Very good picture but did not draw at box office.
Too much sob stuff to go over big with movie
fans. — Lyric theatre, Shenandoah, Pa. — General
patronage.

METROPOLIS: Special cast — Very good for

this type of picture, but was a failure at box
office. Just an imaginary story. Eight reels. — -
Lyric theatre, Shenandoah, Pa. — General patron-
age.

THE ROUGH RIDERS: Special cast— This is
one mighty fine production, but it was necessary
to pay too much money for it, and with lots of
advertising, still it did not “click.” This picture
was not sold to the public by the producers as
“The Covered Wagon” was, and consequently it
did not pay expenses. If you can buy it right,
by all means play it. Ten reels. — Earle E. Potter,
Firemen’s theatre, New Hampton, la. — General
patronage.

Pathe-PDC

THE REJUVENATION OF AUNT MARY:

May Robson — 40%. September 29. This is an ex-
tra good program picture. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pa-
tronage.

FOR ALIMONY ONLY: Special cast— 20%.
Very poor. — Grafton Nutter, Royal theatre. Re-
public, Kan. — General patronage.

PALS IN PARADISE: Special cast— 45%. Just
fair. Will please a few. — Grafton Nutter, Royal
theatre, Republic, Kan. — General patronage.

PALS IN PARADISE: Special cast— 40%. Sep-
tember 25. Just another picture of Producers
without any reason to be a picture. Seven reels.
— Grafton Nutter, Royal theatre, Republic, Kan.
— General patronage.

GETTING GERTIE’S GARTER: Marie Prevost
— 75%. October 8. Marie is suited to the plot
and the plot to Marie. It’s a good comedy, clean
and will or rather should satisfy. We recommend
this one. — Grafton Nutter, Royal theatre. Repub-
lic, Kan. — General patronage.

THE DEVIL HORSE: Rex— 85%. Good busi-
ness but no better than the other two. Every
farmer who saw it, and that is what my crowd is
made up of, seemed to enjoy it. That is a good
bet in a small town.— L. E. Palmer, Postville
theatre, Postville, la. — General patronage.

THE NIGHT BRIDE: Special cast — 35%. Noth-

ing worthwhile in this one. — Grafton Nutter, Royal
theatre. Republic, Kan. — General patronage.

HIS DOG: Joseph Schildkraut — October 13-14-
15. Fine. Away above the average. Everyone in
the cast stands out and the dog is truly great.
It’s a pleasure to run such high grade pictures as
this. — Clark & Edwards, Palace theatre, Ashland,
O. — General patronage.

Preferred

CAPITAL PUNISHMENT: Special cast—
100%. October 1. This was a good show once.
The print is awful. Do not run it unless they
furnish you a new print. Six reels. — J. F. Jor-
gensen, Community theatre, Mounthope, Kan. —
General patronage.

United Artists

THE BLACK PIRATE: Douglas Fairbanks —
50%. When I buy Fairbanks again I hope some-
one shoots me. Didn’t take enough in to
pay expenses in three nights. Had to charge too
high admission and it isn’t there. Too much blood-
shed and too gruesome. — L. E. Palmer, Postville
theatre, Postville, la. — General patronage.

THE BAT: Special cast — 76%. October 12-13.
A wonderful hair-raising, shivery mystery drama,
with well-balanced comedy relief. Ten reels. —
E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

THE BELOVED ROGUE: John Barrymore—
Here is a picture. It surely is a much bigger
picture than “Robinhood,” but is it greater? I
cannot answer my own question, but “The Beloved
Rogue” is one of the finest offerings to reach the
screen for quite some time. As to selling the
thing to the public, will say I could not get ’em
in. Ten reels. — Wm. H. Brenner, Cozy theatre,
Winchester, Ind. — General patronage.

Universal

BEWARE OF WIDOWS: Laura LaPlante—
50%. October 12. This is an extra good program
picture. — Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

DOWN THE STRETCH: Special cast— 25%.
October 4. Good racetrack story. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

CALIFORNIA STRAIGHT AHEAD: Reginald
Denny — 100%. October 15. A good picture well
received. Denny well liked but not any better than
Douglas MacLean and Johnny Hines. — Robt. T.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

THE COHENS AND KELLYS: Special cast—
42%. As funny a comedy as anyone could want.
Pleased the big majority, but it is dull for the
showman here now. We are in the center of the

rice district and high wages and low prices are
making rather hard times. Our show patronage
shows it. — Dinsmore & Son, Majestic theatre,
Weiner, Ark. — General patronage.

THE STILL ALARM: William Russell— 20%.
September 27-28. This is a good fire picture, but
our patrons are hard to please with fire pictures
after playing “The Fire Brigade.” Paper good,
but no business for some reason. Weather good.
Eight reels. — Robert Wygant, Heights theatre,
Houston, Tex. — Neighborhood patronage.

THE HOME MAKER: Special cast — 25%.
Couldn’t get them in — neither women nor men.
Universal should let Paramount and First Na-
tional handle the domestic dramas, they should
stick to Westerns, comedies and action plays.
This is a good picture of the type, but we lose
heavily on this type. — Philip Rand, Rex theatre,
Salmon, Idaho. — General patronage.

SET UP: Special cast — 30%. These blue streak
Westerns are mighty cheap and only clutter up
the earth. They are hardly worth playing even if
they are given you. “The Set Up” ranks among
best of the series, but I wish Art Acord would
have his face lifted. — Philip Rand, Rex theatre,
Salmon, Idaho. — General patronage.

CHEATING CHESTER: Kenneth Harlan— Octo-
ber 4. Just a dandy picture and will please any
audience. You can’t go wrong on this one. Six
reels. — C. S. Watson, Electric theatre, Caldwell,
Kan. — Community patronage.

PAINTED PONIES: Hoot Gibson— October 15.
One of the best Gibson pictures we have played
in a long time. Five reels. — C. S. Watson, Electric
theatre, Caldwell, Kan. — Community patronage.

BACK TO GOD’S COUNTRY: Renee Adoree —
This Curwood has some wonderful scenery, but
the picture lacks punch and action. Photography
is fine. Will please the Curwood fans. Six reels.
— Earle E. Potter, Firemen’s theatre. New Hamp-
ton la. — General patronage.

THE WHOLE TOWN’S TALKING: Special
cast — I can’t 6ee Universal’s pictures at all. When
I tell the people it’s a Universal they sure don’t
come. Seven reels. — Louis Ducote, Peoples thea-
tre, Cottonport, La. — General patronage.

POKER FACES: Laura LaPlante — A fair
comedy drama, but how they associate the title
with the picture is a mystery. — Becker & Birdsall,
B. B. theatre, Ashland, Neb. — General patronage.

THE BUCKAROO KID: Hoot Gibson— One of
Hoot’s snappy offerings and the box office clicked
merrily as a result. — Becker & Birdsall, B. B.
theatre, Ashland, Neb. — General patronage.

Warner Bros.

THE BLACK DIAMOND EXPRESS: Monte
Blue — 65%. September 24. A good picture and
everyone pleased. Monte Blue is well liked here.
Seven reels. — Bruno Hollenbeck, Rose theatre,
Sumas, Wash. — Small town patronage.

A MILLION BID: Dolores Costello — 70%. Sep-

56

EXHIBITORS HERALD

October 29, 1927

tember 10. While this is a good picture well acted
and Dolores Costello, in our opinion, is one of the
beet actresses on the screen, it is no picture for
a small town. Too much society stuff and not
much action. A splendid flop here. Seven reels. —
Bruno Hollenbeck, Rose theatre, Sumas, Wash. — -
Small town patronage.

DON JUAN: John Barrymore — 75%. October
9-10. This is a special. A big picture and a good
one. Star and cast great. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pa-
tronage.

HILLS OF KENTUCKY: Rin-Tin-Tin— 75%.
October 5-6. A fine entertainment that satisfied
all. — Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

CLASH OF THE WOLVES: Rin-Tin-Tin—
100%. I don’t know where they came from, but
they sure piled in. Very good picture with Rin-
Tin-Tin doing good work. Best business this sum-
mer.— L. E. Palmer, Postville theatre, Postville,
la. — General patronage.

THE BETTER ’OLE: Syd Chaplin— 60%. Oc-
tober 9-10. Very good comedy. Have seen better.
It really could be cut down to fewer reels, as 10
reels of nothing but comedy is a little too much
for comedy. Ten reels. — W. R. Baughn, Jr., Sun
theatre, Walthill, Neb. — General patronage.

ACROSS THE PACIFIC: Monte Blue— Sold as
a special but can only be classed as an ordinary
program offering. An action climax helps to offset
other weak points. Eight reels. — O. B. Junkins,
Manzanita theatre, Carmel, Cal. — Geneial patron-
age.

THE THIRD DEGREE: Dolores Costello — A
heavy and powerful drama. Splendid acting by
every member of the cast. — O. B. Junkins, Man-
zanita theatre, Carmel, Cal. — General patronage.

THE THIRD DEGREE: Dolores Costello —
October 11-12. Pretty good program picture.
Would have been better if it hadn’t been so
darned long. Seven reels. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis. — Small town pa-
tronage.

WHILE LONDON SLEEPS: Rin-Tin-Tin— Some
said good, others did not like it. My opinion only
fair. — R. K. Lattin, Strand theatre, Valparaiso,
Neb. — General patronage.

THE MAN ON THE BOX: Syd Chaplin—
October 9-10. Better than "Oh What a Nurse.”
In fact, a lot of them didn’t come to see this as
they said the other one was too silly. Seven reels.
- — Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

THE MAN ON THE BOX: Syd Chaplin— Is
feminine impersonations all that Syd Chaplin can
do? “Charlie’s Aunt” and “Oh What a Nurse,”
and then this. Public is tired of seeing the same
6tuff. Business only fair, but not many who
really liked it. — L. E. Palmer, Postville theatre,
Postville, la. — General patronage.

State Rights

COMING AND GOING: Buffalo Bill Jr.— 10%.
Hate to give a percentage on this little Western.
Our folks like Bill, as his Westerns always have
enough comedy to make them interesting, but the
local conditions account for the 6mall patronage,
and it was run the first of the week on our weak
nights, too. — Dinsmore & Son, Majestic theatre,
Weiner, Ark. — General patronage.

FLESH AND BLOOD: Lon Chaney — This pic-
ture is good, but the films are bad and very old.
- — Louis Ducote, Peoples theatre, Cottonport, La. —
General patronage.

THE LIFE OF CHRIST: Special cast — Passion
play. Cannot give this a percentage rating as we
ran it for the church as a benefit show. The pic-
ture itself is the bunk. While it shows the Life
of Christ, it has all stage settings. No natural
settings. Scenes faked too much. They use milk
for water. The picture was made about 10 years
ago, so you cannot expect much. Will not in-
terest the people after seeing pictures made with
modern equipment and good directors. Some said
it was too short. Others 6aid okay. Would advise
you to run something else for the church. Five
reels. — Robert Wygant, Heights theatre, Houston,
Tex. — General patronage.

SHADOW ON THE WALL: Special cast—
60%. This is a fair program picture. Story dif-
ferent than the usual run of pictures. Will please
50-50. Six reels.— Robert Wygant, Heights theatre,
Houston, Tex. — Neighborhood patronage.

THE WARNING SIGNAL: Special cast— 60%.
October 9-10. While we did good business with

this picture, the picture itself is not much. Direc-
tion very poor. It has a good story and a good
climax, but for some reason the thrills were not
thrilling. Something wrong some place. Would
advise you to run something else. Five reels. —
Robert Wygant, Heights theatre, Houston, Tex. —
General patronage.

FLESH AND BLOOD: Lon Chaney— 90%. A
very good story, but reels were old and in bad
condition. Six reels. — Guy Ducote, Peoples
theatre, Cottonport, La. — General patronage.

THE GOLDEN STALLION: Lefty Flynn.—
Have just finished this. Business fell off every
week. Consider this a very poor serial indeed.
Beware. Ten chapters. — E. N. Collins, Star thea-
tre, Humble, Tex. — General patronage.

WHERE THE WEST BEGINS: Pawnee Bill—
25%. September 30. Pretty good Western. All
Westerns about the same. Five reels. — G. S.
Young, Petrolia theatre, Petrolia, Tex. — General
patronage.

Serials

ON GUARD: Cullen Landis — We are on the
eighth chapter and this is the best serial we have
received from Pathe in some time. Seems to hold
the interest of our patrons. Book it, it’s good.
Ten chapters, two reels each. — Robert Wygant,
Heights theatre, Houston, Tex. — General patron-
age.

THE RETURN OF THE RIDDLE RIDERS:

William Desmond — Getting better. Two reels.—
G. S. Young, Petrolia theatre, Petrolia, Tex. — -
General patronage.

THE RETURN OF THE RIDDLE RIDER:

(Universal) William Desmond — No. 2. Can’t tell
much about it. No action yet. Hope it will get
better. Two reels. — G. S. Young, Petrolia theatre,
Petrolia, Tex. — General patronage.

Short Features

EDUCATIONAL

A DIPPY TAR: Billy Dooley — Just played this
and and it sure brought down the house! For
months we have used either a good Western or
an action drama for Friday-Saturday programs,
then a comedy from the Universal “basket” to-
gether with an Educational comedy, a plan that,
under favorable road and weather conditions,
packs the house. — Becker & Birdsall, B. B. theatre,
Ashland, Neb. — General patronage.

F B O

THE WISECRACKERS: Special cast— This is
our first of this series, and hope the balance are
as good. The first one seemed to please our pa-
trons as they sure did laugh. Albert Cook and
Kit Guard are hard to beat as a comedy team.
Two reels each. — Robert Wygant, Heights theatre,
Houston, Tex. — General patronage.

FOX

FOX NEWS No. 100: It was as good as any
other news. Now it’s far the best. — Robt. T.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

HONEYMOON HOSPITAL: Special casb-A
few laughs, not so good. Fox comedies do not get
the laughs and do not please our patrons like they
should. Two reels. — Robert Wygant, Heights thea-
tre, Houston, Tex. — General patronage.

METRO-GOLDWYN-MAYER

JEWELS OF VENUS: One of the Oddities.
Very interesting but don’t know how it went over.
One reel. — John L. Damm, Strand theatre, Wads-
worth, O. — General patronage.

YALE vs. HARVARD: Our Gang — A good
short feature. Two reels. — John L. Damm, Strand
theatre, Wadsworth, O. — General patronage.

PARAMOUNT

PARAMOUNT NEWS No. 18: This is our first
Paramount News, and it is good. More news in
this that is of interest to the general public.
Book it. One reel. — Robert Wygant, Heights thea-
tre, Houston, Tex. — General patronage.

PATHE

BETTER MOVIES: Our Gang — One of the best
of the Gangs. Two reels. — Dinsmore & Son,
Majestic theatre, Weiner, Ark. — Small town pa-
tronage.

BE YOUR AGE: Charlie Chase — This is a fair
comedy, but not so good as some of his. Two reels.
— Robert Wygant, Heights theatre, Houston, Tex.
— General patronage.

CHARLEY MY BOY: Charlie Chase— A good
comedy. Two reels. — Bruno Hollenbeck, Rose thea-
tre, Sumas, Wash. — Small town patronage.

KOW’S KIMONA: Glenn Tryon — Old stuff and
old gags. Rotten. Two reels. — Bruno Hollenbeck,
Rose theatre, Sumas, Wash. — Small town patron-
age.

NO FATHER TO GUIDE HIM: Charlie Chase
This comedy i6 a knockout. All Pathe comedies
are good. Chase takes good here, but we pay too
much for them. Pathe comedies are worth no
more than others. Two reels. — Robert Wygant,
Heights theatre, Houston, Tex. — General patron-
age.

PATHE NEWS: Always good, but wish we
could have gotten a closer release on it. We are
several issues behind on it, but the smaller towns
do not suffer from that like the big towns would.
— Dinsmore & Son, Majestic theatre, Weiner, Ark.
— Small town patronage.

SEA DOG’S TALE: Billy Bevan — More or less
the bunk. Two reels. — Bruno Hollenbeck, Rose
theatre, Sumas, Wash. — Small town patronage.

SPANKING BREEZES: Alice Day— Miss Day
is a very appealing miss, but her comedies are
punk, and this one is no exception. Two reels. — -
Bruno Hollenbeck, Rose theatre, Sumas, Wash. —
Small town patronage.

THUNDERING FLEAS: Our Gang— Good, as
nearly all Gangs are. Two reels. — Dinsmore &
Son, Majestic theatre, Weiner, Ark. — Small town
patronage.

TOPICS OF THE DAY : Our patrons do not
get any kick out of these. Some of these jokes
I heard when heck was a pup. I counted the
laughs and just one patron laughed out loud at
one of the jokes. Some get up and leave when
they are flashed on the screen. One-quarter reel.
— Robert Wygant, Heights theatre, Houston, Tex.
— General patronage.

UNIVERSAL

GEORGE DID: The director of this filthy com-
edy ought to be roped and tied to the bottom of
the city garbage truck and be covered with the
day’s refuse. Only some such drastic action will
ever cure these foul-minded directors of what ails
them. I had to cancel Mack Sennett comedies
because they were so raw, and I’ll have to cancel
the Snookum and Georges unless they get a heap
cleaner.— Philip Rand, Rex theatre, Salmon, Idaho.
— General patronage.

NEWLYWEDS’ NEIGHBORS: Snookums— Our
first of the series and it went over good. We
run these on Friday and Saturday when we have
our family nights and the kids are strong for
juvenile stars. A long feature with some kid in
a leading part is always a strong drawing card
with the youngsters and they bring the older pa-
trons. Two reels. — Dinsmore & Son, Majestic thea-
tre, Weiner, Ark. — Small town patronage.

SNOOKUMS DISAPPEARS: This is our first
Snookum picture. Of course, it is inevitable that
if our Hollywood comedy directors be given a
baby to feature that something offensive to good
taste will be pulled off somewhere in the picture.
Thus it was in this one. Isn’t there any possible
way to get rid of these infernal pests who make
our comedies? Why does Carl Laemmle allow it?
Why does Will Hays? Must our comedies be made
for the smutty ?_ Just this kills the better class
trade. It s an infernal shame that movies and
smut have to be analogous. Philip Rand, Rex
theatre, Salmon, Idaho. — General patronage.

SNOOKUMS’ TOOTH: Snookums — Fair two-
reel comedy. Two reels. — Robt. T. Yancey, Bonny
theatre, Mansfield, Mo. — General patronage.

MISCELLANEOUS

F. O. B. AFRICA: Monty Banks — One of the
best comedies we have had in a long while. Monty
tries to sell a Ford to a cannibal king and gets
a lot of jungle excitement. Two reels. — Dinsmore
& Son, Majestic theatre, Weiner, Ark.— Small
town patronage.

WILD BILL: Charles Puffy — Good enough.
Quite a lot of laughs. — Dinsmore & Son, Majestic
theatre, Weiner, Ark. — Small town patronage.

1 OSEMITE : Scenic of the great Yosemite
Valley which should please those who like this
type. A Castle Novelty. One reel. — C. O. Peter-
son, Royal theatre, Saxon, Wis. — Small town pat-
ronage.

PALS: Special cast — A Castle novelty which

pleased. Dogs as Pals is the theme. Close-ups
of well known breeds. One reel. — C. O. Peterson,
Royal theatre, Saxon, Wis. — Small town patronage.

October 29, 1927

EXHIBITORS HERALD

57

BOX OFFICE TICKER

^l[he HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Rookies (M-C-M) 81.58%

No Man’s Gold (Fox) 79.72%

The Cohens and Kellys (U) 77.39%

Irene (F. N.) 76.75%

Keeper of the Bees (F B O) 76.69 '/o

The Mysterious Rider (Par) 76.40 %

The Iron Horse (Fox) 75.45%

Laddie (F B O) 75.36%

The Gorilla Hunt (FBO) 75 07%

Tillie the Toiler (M-G-M) 75.06%

The Vanishing American (Par) 73.95%

Tell it to the Marines (M-G-M) 73.22%

Arizona Sweepstakes (U) 73.07%

The Great K. and A. Train Robbery (Fox) ..73.07%

It (Par) 73.00%

The Last Trail (Fox) 72.76%

The Calgary Stampede (U) 72.54%

Chip of the Flying U (U) 72.17%

The Winning of Barbara Worth (U. A.) — 71.65%

The Magic Garden (FBO) 71.52%

Don Mike (FBO) 71.17%

Johnny Get Your Hair Cut (M-G-M) 70.96%

Hills of Kentucky (W. B.) 70.90%

Slide, Kelly, Slide (M-G-M) 70.75%

The Volga Boatman (P D C) 70.68%

Flesh and the Devil (M-G-M) 70.11%

Tarzan and the Golden Lion (FBO) 69.72%

The Bat (U. A.) 69.47%

The Sea Beast (W. B.) 69.30%

The Tough Guy (FBO) 69.18%

Let’s Get Married (Par) 69.07%

The Gentle Cyclone (U) 68.81%

Ella Cinders (F. N.) 68.46%

The Quarterback (Par) 68.32%

The Son of the Sheik (U. A.) 68.09%

The Man on the Box (W. B.) 67.70%

Senor Daredevil (F. N.) 67.58%

Man of the Forest (Par) 67.42%

The Scarlet West (F. N.) 67.40%

Mr. Wu (M-G-M) 67.23%

Three Bad Men (Fox) 67.00%

The Campus Flirt (Par) 66.8.4%

The Last Frontier (PDC) 66.78%

Tin Hats (M-G-M) 66.36%

The Four Horsemen (M-G-M) 66.30%

The Phantom Bullet (U) 66.23%

The Fire Brigade (M-G-M) 66.13%

The Devil Horse (P) 66.06%

The Black Pirate (U. A.) 66.04%

Up in Mabel’s Room (P D C) 65.94 %

The Unknown Cavalier (F. N.) 65.80%

The Kid Brother (Par) 65.28%

Desert Gold (Par) 64 81%

Orchids and Ermine (F. N.) 64.76 %

We’re in the Navy Now (Par) 64.67%

Sea Horses (Par) 64.63%

His Secretary (M-G-M) 64.50%

The Night Cry (W. B.) 64 33%

While London Sleeps (W. B.) 64.30%

The Overland Stage (F. N.) 64.12%

Across the Pacific (W. B.) 64.07%

The Scarlet Letter (M-G-M) 64.06%

Corporal Kate (PDC) 63.83%

For Heaven’s Sake (Par) 63.45%

Hands Across the Border (FBO) 63.40%

The Man in the Saddle (U) 62.85%

Skinner’s Dress Suit (U) 62.8-1%

Little Annie Rooney (U. A.) 62.83%

Lone Hand Saunders (FBO) 62.71 %

A Regular Scout (FBO) 62.57 %

That’s My Baby (Par) 62.42%

Canyon of Light (Fox) 62.33%

War Paint (M-G-M) - 62.30%

Brown of Harvard (M-G-M) 61.96%

Tony Runs Wild (Fox) 61.75%

Clash of the Wolves (W. B.) 61.64%

The Denver Dude (U) 61.61%

The Two Gun Man (FBO) 61.17%

The Masquerade Bandit (FBO) 6100%

The Buckaroo Kid (U) 60.94%

Heaven on Earth (M-G-M) 60.80%

Sweet Daddies (F. N.) 60.55%

Behind the Front (Par) 60.35%

Tramp, Tramp, Tramp (F. N.) 60 06%

Twinkletoes (F. N.) 59.57%

The Waning Sex (M-G-M) 59.51%

The Teaser (U) . 59.50%

His People (U) 59.46%

The Understanding Heart (M-G-M) 59.08%

The Silent Rider (U) 59.08%

The Flaming Forest (M-G-M) 58.83%

Under Western Skies (U) 58.83%

'The Flaming Frontier (U) 58.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (M-G-M) 58 09%

The Texas Streak (U) 57.84%

The Goose Woman (U) 57.80%

The Cowboy Cop (F B O) 57.72%

Desert Valley (Fox) 57.72%

Paradise (F. N.) 57.50%

The Dark Angel (F. N.) 57.14%

Rolling Home (U) 57.05%

Winners of the Wilderness (M-G-M) 57.05%

Private Izzy Murphy (W. B.)__ 57.00%

The Eagle (U. A.) 56.90%

Stella Dallas (U. A.) 56.90%

The Flying Horsemen (Fox) 56.85%

The Wilderness Woman (F. N.) 56.84%

The Temptress (M-G-M) 56.73%

Old Clothes (M-G-M) 56 69%

Upstage (M-G-M) 56.62 %

Kid Boots (Par) 56.48%

Men of Steel (F. N.) - 56.45%

Mike (M-G-M) 56.45%

Sally of the Sawdust (U. A.) 56.45%

It Myst Be Love (F. N.) 56.16%

The Red Mill (M-G-M) 56.15%

Mantrap (Par) 56.13%

Breed of the Sea (F B O) 56.06%

Wild Justice (U. A*) 55.86%

The Rainmaker (Par) .55.72%

Forever After (F. N.) 55.68%

Forlorn River (Par) 55.57%

Born to the West (Par) 55 45%

The Johnstown Flood (Fox) 55 08%

The Unknown Soldier (P. D. C.) 55.00%

Stepping Along (F. N.) 54.86%

Let It Rain (Par) 54.77%

Knockout Riley (Par) 54.76%

The Family Upstairs (Fox) - 54.70%

Poker Faces (U) 54.50%

The Country Beyond (Fox) 53.91%

Variety (Par) 53.91%

Hero of the Big Snows (W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

What Happened to Jones (U) 53.62%

The Midnight Sun (U) 53.05%

Stranded in Paris (Par) 52.85%

The Ice Flood (U) 52.82%

Sweet Rosie O’Grady (Col) 52.72%

The Barrier (M-G-M) 52.68%

Miss Nobody (F. N.) 52.66%

Subway Sadie (F. N.) 52.63%

The Palm Beach Girl (Par).. 52.42%

The Return of Peter Grimm (Fox) 52.00%

Kosher Kitty Kelly (F B O) 51.95%

Tin Gods (Par) 51.78%

The Prince of Pilsen (P. D. C.) .51.60%

The Strong Man (F. N.) 51.58%

Prisoners of the Storm (U) 51.45%

The Greater Glory (F. N.) 51.36%

The Blue Eagle (Fox) 51.26%

Say It Again (Par) 51.15%

Classified

Advertising

Five cents per word payable in advance.
Seven cents per word when box number is
used and replies forwarded by us. Minimum
charge, $1.00. Copy and checks should be
addressed Classified Ad. Dept., Exhibitors
Herald, 407 So. Dearborn St., Chicago, 111.

Aloma of the South Seas (Par) 51.10%

Altars of Desire (M-G-M) 51.09%

Her Father Said No (F B O) 51.09%

Tumbleweeds (U. A.) 51.07%

Her Big Night (U) 51 09%

Spangles (U) 51.00%

Sparrows (U. A.) 50.95%

Bred in Old Kentucky (F B O) 50.90%

Pals in Paradise (P. D. C.) 50.72%

The Arizona Streak (F B O) 50.53%

The Still Alarm (U) 50.38%

The Wanderer (Par) .50.36%

Whispering Wires (Fox) 50 33%

Hogan's Alley (W. B.) 50 25%

Mare Nostrum (M-G-M) 50.22%

Eagle of the Sea (Par) 50 04%

You Never Know Women (Par) 50.00%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

The Million Dollar Handicap (P. D. C)....49 82%

The Show Off (Par) 49.73%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

One Minute to Play (F B O) 49.26%

The Runaway Express (U) 49.11%

So’s Your Old Man (Par) 49.05%

The Adorable Deceiver (F B O) 48.63%

Faust (M-G-M) .. 48.60%

Whispering Smith (P. D. C.) 48 45%

Battling Butler (M-G-M) 48.16%

Her Honor the Governor (F B O) 48.11%

Syncopating Sue (F. N.) 48.09%

The New Commandment (F. N.) 48.08%

Paradise for Two (Par) 47.94%

Desert’s Toll (M-G-M) 47.33%

Love ’Em and Leave ’Em (Par) 47.21%

Hair Trigger Baxter (F B O) 47.18%

The Waltz Dream (M-G-M) 47.15%

Dancing Mothers (Par) 46.90%

Wet Paint (Par) 46.81%

There You Are (M-G-M) 46.77%

Out of the West (F B O) 46.09%

Take It From Me (U) 45.86%

The Potters (Par) 45. £0%

Hold That Lion (Par) 45.43%

The Border Sheriff (U) 45.09%

Just Another Blonde (F. N.) 44.36%

The Marriage Clause (U) 44.35%

The Cat’s Pajamas (Par) 44 23%

Wedding Bills (Par) 43.90%

The Blind Goddess (Par) 43.88%

The Duchess of Buffalo (F. N.) 43.75%

Blonde or Brunette (Par) 43.50%

A Little Journey (M-G-M) 43.46%

The New Klondike (Par) 43.27%

Blarney (M-G-M) 43.23%

Fine Manners (Par) 43.14%

Partners Again (U. A.) 42.87%

Ladies at Play (F. N.) 42.75%

Bardelys the Magnificent (M-G-M) 42.73%

The Old Soak (U) 42.42%

La Boheme (M-G-M) 41.95%

Fig Leaves (Fox) 41.90%

Midnight Lovers (F. N.) 41.85%

The Love Thief (U) 41.72 %

The Canadian (Par) 41.63%

The Wise Guy (F. N.) 41.53%

Special Delivery (Par) 41.40%

Everybody’s Acting (Par) 41.06%

Fascinating Youth (Par) 40.89%

Kiki (F. N.) 40.70%

Miss Brewster’s Millions (Par) 39.73 %

Bigger Than Barnums (F B O) 39.53%

The Ace of Cads (Par) 38.66%

Perch of the Devil (U) 37.69%

Nell Gwyn (Par) 37 54%

Into Her Kingdom (F. N.) 36.33%

The Amateur Gentlemen (F. N.) 35.50%

The Great Gatsby (Par) 35.33%

Steel Preferred (P. D. C.) 34.70%

You'd Be Surprised (Par) 34.50%

The Magician (M-G-M) 34.42%

Exit Smiling (M-G-M) 33.50%

Don Juan’s Three Nights (F. N.) 30.80%

Pals First (F. N.) 28.66%

58

EXHIBITORS HERALD

October 29, 1927

j CHICAGO PERSONALITIES

' By W. W. ~ --

<<-l" WAS agreebly surprised at the co-operation and success of the
independent exhibitors at the Trade Practice conference in New
J- York,” reports Ludwig Siegel. “The independent exhibitors un-
doubtedly gained much from the conference. It did much to strengthen
a better feeling and spirit between the exhibitors and producers.”

Jack Miller is making arrangements
with the Film Board of Trade to hold a
big banquet and general get-together
social affair for the Chicago exhibitors
and film exchange men. It is expected
that it will be held within the next two
weeks. The main purpose of the affair
is to afford an opportunity for the dele-
gates to the Trade Conference to give
reports on the conference. All out-of-
town exhibitors will be welcome as well
as the Chicago exhibitors and exchange
men.

^ ^ ^

Mr. and Mrs. Frank Schaefer have
just returned after a ten-day vacation
spent with friends in Detroit. How are
the golf courses in the Motor City, Mr.
Schaefer? I know you tried them out.

sfc i-s >{:

Glenn Reynolds, former theatre owner
in De Kalb, and now a florist there, was
a visitor along the row last week. From
films to flowers. Try rolling that on
your tongue.

* * *

Harry Bernstein, general sales man-
ager of Red Seal exchanges, spent sev-
eral days in Chicago last week confer-
ring with Branch Manager Lundgren.
Bernstein is making a general tour of

the entire country in the interest of the
Red Seal product.

* % *

Dan Roche spent several days in Mil-
waukee last week boosting the Pathe
product, and Dan adds, “If it needs
boosting.”

* * *

The boys at F B O have been “polish-
ing up the handle on the big front door,”
so to speak. When I turned in to the
F B O exchange last week I saw a new
front door, and then Joe Lyon escorted
me to the rear to show me all the other
improvemei'.ts that are being made. Ad-
ditional quarters have been obtained
which will give the exchange some much
needed additional space. The projection
room is being redecorated and the entire
place is being remodeled and decorated.

But Joe didn’t waste much time in
showing me about for he and the others
were too busy mailing out contracts on
“One Minute to Play,” the first “Red”
Grange picture that F B O made. It
seems that after the grand rush for seats
several Sundays ago at the Cubs park
to see the Galloping Ghost cavort over
the gridiron, exhibitors throughout the
state began clamoring for a reissue of
the picture. The general release of “The

Racing Romeo,” “Red’s” new picture,
has been set back on account of the de-
mand for the old picture.

* * *

Len Ullrich, the corpulent, is dieting
and his diet sounds like the daily fare
of a starving Armenian. “The weight of
my flesh is too much,” says Len. We
suggested that Len make Walter Brown
his understudy, but Walter is too fond
of his pork chops to take kindly to diet-
ing.

* * *

Claud Penrod, F B O district man-
ager at Indianapolis, visited the F B O
exchange a few days last week.

* * *

I saw the screening of a Fox picture
the other day at the invitation of Clyde
Eckhardt, and if the remarks made by
Eckhardt were used for subtitles on the
picture, it would smash records at the
box office — provided it got by the cen-
sors.

* * *

Elmer Uhlehorn, owner of the Curtis
theatre at Downer’s Grove, has broken
ground for a new theatre.

* * *

Contracts were signed Friday by the
Coston circuit with Pathe for the com-
plete 1927-28 Pathe product of Pathe
News, comedies, serials and short sub-
jects. The contracts call for showing in
70 theatres of the Coston circuit.

* * *

Publicity Director Baker at the Chi-
cago exchange of Universal has just put
over a good tieup on the Collegians
series with the Adlers Clothing Company
of Milwaukee. Every Adlers dealer in
the country is going to make a tieup
with a local exhibitor in his town, and
a suit of clothes will be given away. The
tieup also calls for national advertising
in a number of magazines by Adlers in
which the Collegians series will be
played up. Baker is quite proud of the
stunt, and he has good reason to be.

* * *

I hope none of the boys down the row
had the same bad luck that I had Satur-
day. I quit work at noon in order to see
the football game at Northwestern, but
I got no closer to the stadium than
hearing distance. Th e man that was
supposed to get me a ticket failed me
miserably. Take a tip from me, don’t
try to see a football game unless you
have purchased a ticket at least a fort-
night in advance. The way these foot-
ball games sell out is a fright. Theatres
have a lot to learn about filling seats
from the rah-rah boys.

Programs

prepared by us
get the public
interested in
your shows.

Let us send you
some samples.

THE NATIONAL

PROGRAM & PRINTING CO.
729 So. Wabash Ave. - Chicago

STERLING PRODUCTIONS ma
presents

Jobyna Ralston
Gertrude Aslor
Johnny Walter

supported by a

brilliant cast Si

Sbirected by

Phil Rosen

0 is to bated by
Sterling Pictures
D,s tnbuting Corp.

For Illinois

GREIVER PRODUCTIONS

83 1 SOUTH WABASH AVE.,
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.
OF INDIANA

218 Wimmer Bldg., Indianapolis

The one way

to be sure

Screen quality is important to the
public and therefore to the box office.
It is too important an item to be over-
looked by the exhibitor.

There is one way to be sure of getting
the highest photographic quality in your
productions. Specify prints on Eastman
film — the film that made motion pictures
possible — and look for the important
words "Eastman Kodak” in the margin
of each reel.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

len yon can cash

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See Tmr Mighty Money -Maker

at your Columbia Exchange— Immediately Z

UlDUKVmiC/

The Greatest Football Picture '
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featuring

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Rex Lease— Churchill Ross— Charlie Paddock

Directed by WALTER LANG

|l)i n . iiiiiiuk.i ii/j

Major System
was the first prac-
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ELECTRIC C^MPANM^

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The greatest theatre
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The Major Sys-
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-dJ

OL. XXXI, No. 7

October 29, 1927

Beautiful Console

of the

V/URUIZER Organ
Michigan Theatre

Nv Detroit , Michigan /

The organists of America have nothing but words of praise for the Wurlitzer
Organ. Its tonal majesty, reliability, and absolute flexibility all contribute toward
making it the peer of them all. Then, too, the exclusive features built into the
Wurlitzer enable the organist to obtain effects that are impossible of accomplish-
ment with other organs. Its tremendous hold on musicians and public alike is
made manifest by the large and ever increasing number of installations in the
important theatres. Attractive catalog sent upon request. Write for it — today.

Organs

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KANSAS CITY
LOS ANGELES

October 29, 1927

EXHIBITORS HERALD

3

PRESENTATION’S NEWEST INNOVATION

Is

the only practical semi'dar\ or radium effect process for the stage

Because

brilliant results are available without the use of any special equipment,
consequently Radia'Lite fits into your regular lighting routine.

No expensive breakable lenses to buy.

You have your choice of a complete blackout for fantasy
effects, or

You can get complete brilliancy and still keep your perform'
ers in full view of the audience so that the action routine is
not lost through a blackout.

Will give a complete facial feature change from white to
blark without the use of special make-up.

Lobsterscope and ripple effects work beautifully in conjunction with RADIA'LITE
because your dim stage will still allow all costumes and hangings to be in full view
of the audience.

Radia'Lite can be applied to any fabric, from china silk to unbleached muslin, with'
out in any way interfering with the flexibility of the cloth.

We invite your full co-operation in investigating the merits of RADIA'LITE,
which has become a regular part of stage lighting, and trust you will take time to
return the information and sample request attached hereto.

Radia'Lite is not a side line with
us, BUT is our exclusive bush
ness.

(Attach to Letter Head and Mail)

r

Lou Samms,

177 No. State Street,

Chicago, 111.

Please send me complete detailed samples and information on
RADIA'LITE so that I can make close-up and long-shot tests on
this process before using it in a production.

I understand that this request in no way obligates me and that
the samples sent are my property and need not be returned to you.

I

HE chair shown
helow is one of the
two types selected
hy Publix Thea-
tres, Inc., for six-
teen of its new houses.
Both chairs have steel
panel hacks, steel bottom
hoards, and a new, noise-
less, unbreakable hinge.
The design, construction,
and general superiority
of these two chairs con-
vinced those on the Pub-
lix Purchasing Commit-
tee that they should place
their order for 40,000
chairs with Heywood-
Wakefield.

Write for our new booklet.
‘ After Months of Investi-
gation, wbicb describes in
detail the beautiful Publix
cbairs.

Baltimore, Maryland Boston, Massachusetts

Minneapolis, M mnesota

Buffalo, New York
Philad If

Los Angeles, California

New York, New York

After months of exhaustive investi-
gation, Publix Theatres, Inc., has
awarded an entire contract, calling for

over 40,000 chairs, to HEY W OOD-
WAKEFIELD! The Publix Pur-
chasing Committee, consisting of emi-
nently successful showmen, chemists,
and engineers, was merciless in its
investigation. Factories were visited
and * inspected ; materials were
tested; chairs were compared, ex-
amined and re-examined; every
construction detail was thor-
oughly analyzed. Heywood-
Wakefield theatre chairs were
chosen because they measured
up to every Publix standard.

May we show you how
Hey wood- W akefield
chairs will meet your re-
quirements too? A note to
any of the addresses be-
low will bring a practi-
cal seating man ready to
help you.

W]

^1

PUBLIX J*

^ Theatres jh

r

eatre Sea

l/J

Chicago, 111 mois Detroit, Michigan Kansas City, Missouri

Pennsylvania Portland, Oregon St. Louis, Missouri San Francisco, California

W Division

V A/T:

.

6

BETTER THEATRES SECTION OF

October 29, 1927

This artistic miniature of Tijuatna Race Track was made by Clyde Hill of San Diego, California. The Background, including the relief
work at the top, the frame in the center of the background (which was cut out and glued on), the Track itself, which was made of soft
wood, and most of the buildings, were made of cardboard. The little frame on the floor of the track, and small pieces here and there
which do not show up in detail, were also cut with the CUTAWL.

Men in charge of Scenic, Poster and Lobby
Displays for Progressive Theatres never
regret their Investment in this machine

THE INTERNATIONAL

C UT/WVLI

CLOSE-UP OF CUTTING MECHANISM

It makes no difference what the design may be, if it is to be cut-out

of wallboard, cardboard, canvas, felt, leather or tissue this machine

will do the heavy work, do it better and in less time than by any other
method.

Study the lobby displays of successful theatres. Leading theatres every-
where use it. They save time, labor and material enough in a single sea-
son to pay back its cost. They improve the quality and distinctive char-
acter of their displays by its use. They accomplish more with the
Cutawl’s aid in a day, than could be done with a dozen pairs of hands.

Try it on some of your own

work — prove its value by actual
trial in your shop or studio

It is said that the Cutawl is the most valuable unit of production studio
equipment that an up-to-date theatre could possibly buy. You can prove
this to your own satisfaction by putting it to an actual test on your own
kind of work. We are always glad to ship the Cutawl on 15 Days’ Free
Trial to all submitting satisfactory credit references. Write today for
full particulars.

The International Register Company

21 South Throop Street, Chicago

Theatre Today a Community Asset

CHARLES B. O’NEILL
Advertising Manager

ALBERT W. RANDLE
Eastern Representative

A monthly supplement of Exhibitors Herald, published for the information
and guidance of theatre owners in matters of theatre construction, opera-
tion and equipment and to promote the ideal of greater and finer theatres

HARRY E. HOLQUIST
Editor

JAY M. SHRECK
Managing Editor

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray
Douglas Hodges,

Editors, The Studio

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

The successful theatre today is the
one that pays strictest attention to
its physical features. Cinema pa-
trons demand more than pictures.
They must be given every degree of
comfort, convenience and atmos-
phere.

To the enterprising exhibitor Better
Theatres each Issue presents numer-
ous ideas and suggestions for in-
creasing profit through better pub-
lic service and management.

SUBSCRIPTION RATES

United States and possessions —

$3 per year.

Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This

Issue —

THE Theatre as a Community Asset, an exhaustive survey con-
ducted by “Better Theatres” among Chambers of Commerce
executives throughout the country; In the results of this survey mem-
bers of the motion picture industry will find information of value,
and facts which will aid them in their future activities.

GUARDING the Life and Comfort of Your Patrons, a compre-
hensive review of ways and means of handling daily emer-
gencies in the theatre; This article cites many actual emergencies
with which exhibitors have been confronted, and offers ways for
avoiding fire, panic and tragedy; This valuable article will be con-
tinued next issue.

THEATRE Financing, presents a few pointers to the prospective
theatre builder — Loew’s and United Artists theatre in Pitts-
burgh enhances the architectural beauties of the Pennsylvania city;
New Penn attains atmosphere of restfulness despite the effect of lav-
ishness in construction and appointments; Designed by Rapp and
Rapp.

KLIEGL BROTHERS designs footlight to
meet the new demands of lighting

equipment Gortatowsky Brothers open

new house at Albany, Ga. ; Theatre seats
I 800 Modern Installations, giving com-

plete data on new theatres and the equip-
ment they are buying.

ENTRY Safety Device offe rs exhibitors
freedom from fire worry Better The-

atres Information and Catalog Bureau, a
free service to the readers of “Better The-
atres Driving Down the Overhead, with

suggestions for increasing theatre revenue.

A HE Teatro del Lago, a theatre of Span-
ish design in suburban Chicago; This
new house is the nucleus of an unique
community, which is located in a district
which was virtually unoccupied until the
theatre was erected Better Theatres Let-

ters, an open forum.

'T' HE Fundamentals of Presentation Pro-
-*• duction, an informative article by Louis
McDermott, producer of the Paul Ash
bandshows at the Oriental they.tre in Chi-
cago The New Stanley theatre at Balti-

more, erected by Stanley-Crandall at cost
of two million dollars.

8

BETTER THEATRES SECTION OF

October 29, 1927

Published Every Fourth Week by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.

Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications in addition to Better Theatres,
published as supplements to Exhibitors Herald: The Studio, every fourth
week, and The Box Office Record & Equipment Index, semiannual.

Vol. XXXI October 29, 1927 No. 7

You, Mr* Manager, Do You
Know Your Costs?

THEATRE managers throughout the entire country,
particularly in the chains, need to know their costs
better in order to put the theatre business on a
better paying basis, according to B. Radtke, comptroller
of Universal Theatrical Chain Enterprises, Inc., who was
in Milwaukee recently installing a new system of ac-
counting in Universal theatres. This system, he said,
makes it possible for all theatre managers to know their
operating costs much better.

Formerly in the operation of many chains the main
office in a large city took over the entire accounting task,
said Mr. Radtke. The manager of a theatre just turned
over his total receipts and if there was a profit, the man-
ager of the circuit apprized him of the fact.

“The disadvantages of this system,” said Mr. Radtke,
“were that theatre managers always thought in terms
of their gross receipts and not in terms of net profits.
I hey often forgot their total operating costs because they
did not know them. This new system, which is working
out very well over the entire country, enables a manager
to look over his records for every day, know just how
much it costs to operate the theatre for a certain day,
how much the gross receipts amounted to, and how much
the total profit was.

“My observations throughout the entire country after
visiting many theatres is that theatre managers are pay-
ing a great deal of attention to promotional ventures and
not enough to actual figures. There is need of much
promotional work in connection with the showing of all
pictures, but the basic work should not be forgotten
either. It is only on a true knowledge of cost that any
theatre manager can say that he is making money.”

The new accounting system, filled out by the manager
each day accomplishes several things, according to Mr.
Radtke. Among those:

l. It is a better and more accurate system of ac-
counting.

2. Reports are much more clear and can be
compared with reports of the same day a year ago.

3. Managers know to a cent just what the house
costs him.

4. Makes a manager more competent through
thorough knowledge of the operating costs.

5. District manager can go over all reports very
quickly and see where individual theatres are fall-
ing down.

6. Accurate reports and checks on patronage
will make managers strive to better their records.
When they buy their oivn films and account for
them, they ivill strive to get better rates.

Mr. Radtke claims that although some say that thea-
tres cannot be operated more cheaply, the fact re-
mains that almost every theatre in the country today is
spending too much money in every department.

Here’s a tip that Mr. Radtke gives to all theatre man-
agers who can use it if they care to:

“Don’t spend more than 10 per cent of the gross on aU
advertising, which also includes exploitation work. If
you are spending more than that you are not getting
enough return out of the investment.”

—HARRY E. HOLQUIST.

-* * *

Value of Screen Border

YOU would be surprised at the number of theatres
that do not use a border for their screen. You
see very few theatres in the smaller towns that
have taken this into consideration, and I might say there
are a great number of the smaller theatres in the larger
cities that neglect this important point.

Any exhibitor who is not at present using a dark out-
line or frame for his picture does not realize how much
sharper the picture looks when projected to the white
screen.

As a usual thing you find the larger houses using a
black non-gloss border, but in the more modern deluxe
houses we find that the use of a flat dark gray is growing
in favor. It is my belief that the gray is a little more
pleasing to the eye. Although it does not give quite as
sharp a picture as the black. However, if the theatre that
is not at present using a border for its screen would build
a frame to fill out from the sides of the screen to the sides
of the stage and cover it with some dark non-gloss cloth,
it will see all the difference in the world in the sharpness
and clarity of the picture.

I might also state it is well to let the border cover about
two inches of the picture all around, as this eliminates
a lot of the side play or “jumping” in the picture.

—WAYNE R. PERKINS.

this month welcomes
the following new ad-

vertisers : ARCUS TICKET COMPANY, 348 North
Ashland avenue, Chicago; CONTINENTAL ELEC-
TRIC COMPANY, 323 Ferry street, Newark, N. J. ;
GOLDE MANUFACTURING COMPANY, 2013
LeMoyne street, Chicago; LOU SAMMS, 177 North
State street, Chicago.

October 29, 1927

EXHIBITORS HERALD

9

1 Executives of Chambers of Commerce
♦ throughout the country recognize the motion
■picture theatre as a community asset.

2 In order that a theatre be a community
♦ asset it must show the best pictures and the
theatre must be a modern structure .

3 A number of Chambers of Commerce make
♦ it a point to see that proper and attractive
entertainment is available.

4 Complaints of Poor business by merchants
♦ during the closing of a theatre through fire
or remodeling is evidence of its value.

5 Theatres have proved valuable to merchants
♦ whose show windows are located in advan-
tageous locations near the picture houses.

5 Because of the value of motion Picture thea-
♦ tres to a town many city officials have been
active in promoting these institutions.

The Theatre —
a Community Asset

An exhaustive survey

HE motion picture must be classed
as an essential to Life.

As an essential it naturally must
be rated among the community assets.

The “Better Theatres” section of Ex-
hibitors Herald is now concluding an
exhaustive survey on the subject, “The
Theatre as a Community Asset,” and as
a means of collecting valuable and de-
pendable information this publication has
gone to officials of Chambers of Com-
merce, Commercial Clubs, Trade Boards,
Development Clubs, and other civic or-
ganizations of similar purpose, to obtain
the consensus of opinion of these execu-
tives upon this subject.

The survey has developed nothing
more encouraging than the absolute
proof that the motion picture theatre is
“a community asset.”

In this brief preface to the actual re-
turns it is foolhardy to endeavor to sum-
marize the opinions. In doing so the
reader would lose the significance of the
opinions expressed.

However, we want to urge exhibitors,
and other factors in the business, to keep
a complete file of this and subsequent
issues of “Better Theatres” which con-
tain these returns. These opinions, by
impartial persons, are of inestimable
value to the industry.

In the following symposium the trade
in general will find much information
which should be thoroughly digested:

York, Neb.

By GEORGE W. WALLANDER
Secretary, York County Commercial
Club

My observation of the picture shows
has been very pronounced in the past
few weeks. We can realize the value
of a good picture show now since we
lost our best show by the fire route
about eight weeks ago.

One does not always stop to consider
the trade value of a good picture show
to the community, but since the Sun
theatre burned we have noticed the num-
ber of people driving to Lincoln and
Grand Island to attend the shows. Why?
Because the one show that we have left
is too small to accommodate the show-
going public and also too small to
secure the good pictures that attract the
public.

There is no argument against the value
of a good show as we can see the
slowup in business in the vicinity of the
burned theatre, and in fact the whole
retail trade claim they are affected, and
are very anxious to have a new high

ich definitely places the motion picture

By JAY M. SHRECK

class theatre constructed as soon as
possible.

Our shows have been operating six
days of the week and as we are a
Saturday town we have matinees that
draw many in during the day, but this
has been slowed up very noticeably the
past few weeks, owing to the lack of the
entertainment.

Give the public a real show house and
real shows and watch the crowds come.
They crave entertainment and they will
have it, if they have to drive 50 miles
for it. That’s my observation.

Valparaiso, Ind.

By J. W. BOSSE
Secretary-Manager, Chamber of
Commerce

We believe the location of a high class
motion picture theatre in the city does

One of Canada's oldest thea-
tres. This house, owned by
Edward I'd. Scoffin, is located at
Hamilton, Ont.

in the class of essentials.

much to attract retail business to that
locality, since it is a well known fact that
people will journey many miles in order to
attend a particular showing of a picture
and use this trip as a shopping tour in
the locality.

Theatres operate every evening in our
city.

Bowling Green, Ky.

By GEORGE W. MEUTH
Secretary, Board of Trade

We have two excellent moving picture
theatres in the city of Bowling Green,
and due to the fact that motion picture
entertainment appeals to all classes of peo-
ple they naturally attract large crowds to
their programs which appear daily. The
merchants who have business houses near
the theatres naturally reap the benefit by
having the patrons pass their places of
business in going to and from the theatre.

In the city of Bowling Green a con-
fectionery business and restaurant business
have been sustained in the theatre build-
ings and the patrons of the theatre are
patrons of the two businesses mentioned
above.

Keokuk, la.

By W. E. HOLMES
Executive Secretary, Chamber of
Commerce

Keokuk is what one might call a “living
example” of the value of first class mo-
tion picture houses. There are good pic-
ture houses in Quincy at the South and
Burlington at the North, but I feel sure
that the Grand theatre helps to draw busi-
ness out of the territory logically belong-
ing to both those cities. The theatres
here operate seven days in the week.

Logansport, Ind.

By IVAN L. BYERLY
Acting-Secretary, Chamber of
Commerce

We feel that our motion picture theatres
do attract rural visitors to this city, and are
a valuable asset to our community. This
is without doubt reflected in increased busi-
ness among our merchants.

We have four motion pictures theatres
and one legitimate theatre in this city, and
they operate every day of the week.

Minneapolis, Minn.

By P. W. WILLIAMS
Executive-Secretary, Civic & Commerce
Association

There is no doubt in our minds here
but that the presence of high class amuse-
ment is a distinct asset to local business
conditions.

As a matter of fact, this organization

10

BETTER THEATRES SECTION OF

October 29, 1927

, NJANY ATTEND BIG PARADE

A large Dumber of Three Forks
people motored to Bozeman the
first of the week to wilness til
production of ‘‘The Big Parade
which has been showing at I hi
Rialto theatre. Everybody wen
loud in their praise for this won
derful picture and thoroughly on
loved everv minute of it

Attended Theatre—

V M Kvalnes, accompanied bv
,ho I'Vaukle ahd Anna L.,„0
motored to Bozen, an last Fridav
'""ht •"',I a l tended l|,c theatre

W're At Bozeman-

I and Mrs. R R ,

I'milors in A'0Jy Were

■ „ 1 Bo^eman the first of ,1 I

J " K a»d attended tl f ’H
|tHieeof,he..Bi d f,'c' Perform. I

rial. In livestock spec

Saw "Big s r.aleheldcrl

H':*tT~***»***^

'!,a U" , e who attended “ ' <“

Rialto ’l'healre ui ',u/e

— -o — ^

! Motored to Bozeman —

1 Mr. and Mrs. Clarence Buck.*;
motored to Bozeman Tuesday ‘cv-^
clung and visited v/ltll friends
also saw the perfrinitnce of “TM
[itig Parade ”

— o —

“BIG PARADE” PLEASES
BOZEMAN AUOIENCEsI

I D A, M Russell, manager of the I
'Rialto Theatre. Bozeman, desertes

great credit for his enterprise m

banging to Bozeman the greatest of I
all movies. “The Big Parade" which I
was shown m Bozeman for four

“r day5' capaci(v hou^t

both afternoon and evenings. f

It wh!n hRussel‘ knows a good thing
It when he sees it. and the best is non- I

of thTn^nr|the *ncreasinB patrons/
of tfns popula r theatre. Mr. Rus.

sell is a staunch believer in adver-
tising of the right kind, and we
appreciate his fine compliments for
the service in the Belgrade Journal 1

The Proof of the Pudding

L. E. H athaway, manager of the Bozeman, Mont., Chamber of
Commerce, clipped the above news items from newspapers pub-
lished in neighboring towns as proof of his statement that the
motion picture theatre attracts out-of-town patrons and brings
a proft to merchants. One of the towns mentioned in one o f the
clippings is 30 miles from Bozeman.

makes it part of its business to see that
proper and. attractive amusement is avail-
able to people of this entire section and
Minneapolis. We feel it is a distinct trade
asset to have this city the center of enter-
tainment for the people of the Northwest.

Hopkinsville, Ky.

By HUNTER MOSS
Secretary, Chamber of Commerce

It is hard to say exactly what amount of
business the motion picture show actually
draws to the city.

In reply to your first question, the picture
show attracts quite a number of people
from nearby smaller towns and the country.
The second question ; the increased busi-
ness among the nearby merchants is very
slight. The third question ; our motion
picture theatre operates every day in the
week except Sunday. Hopkinsville has the
only first class picture show within a
radius of 25 miles.

Munsing, Mich.

By O. E. BROWN
Secretary, Development Club

W d have but one moving picture theatre
in this town. It has a seating capacity of
about 500. It is controlled by the Delft
Theatres, Inc., with headquarters at Mar-

quette, Mich. There is a picture every
evening with matinee once a week, as a
rule.

This theatre has always done a good
business and is patronized by the people
of the surrounding territory. We are not
sure that this theatre does the local mer-
chants any particular good because the
people who would come in for a picture
show would naturally come here to do the
bulk of their trading.

Traverse City, Mich.

By W. J. HOBBS
Secretary, Chamber of Commerce

First, there is no question whatever but
what the moving picture theatre is a great
attraction for the people living in the
rural districts and nearby communities to
visit our city. This is particularly true
with the communities favored with a first
class theatre and showing first class pic-
tures, and the reputation that the theatre
has or the type of pictures showing has
a great deal to do with the type of peo-
ple that patronize it. I mean by that, that
if a theatre has a reputation of showing
pictures of real merit it just naturally
attracts a higher grade patronage than
those showing what I call a lot of junk
or “sentimental slop.” We have been very

fortunate here in having a pretty fair
grade of pictures. Not that they could not
be improved upon, but on a whole very
good.

Second, it is the writer’s opin-
ion that any entertainment or at-
traction that draws people to our
city means added business for our
merchants.

Third, our theatre operates seven days
in the week and the local manager is al-
ways active and liberal in his contributions
toward any community enterprise.

Cairo, 111.

By RONALD KINGSLEY

Secretary, Association of Commerce

The moving picture theatres in Cairo
operate seven days per week and we, like
all other communities, feel very much the
effects if at any time one or more of them
are closed dozen for repairs or for any
other purposes.

We believe that motion pictures are a
good thing for any community but especi-
ally so when the community is a trading
center such as is Cairo.

Naturally a good deal depends upon the
type of picture shown, as to whether they
are up-to-date or not, and as to whether
the theatres themselves are well kept or
not. All things being equal in this respect
the theatres draw good crowds and furnish
excellent entertainment for its citizens.

Cherokee, la.

By GEORGE C. MANTOR
Secretary, Chamber of Commerce

I am pleased to advise you that our the-
atres are well managed by competent and
responsible men. Their equipment and gen-
eral physical condition is all that could be
asked for in the small city. I believe that
they are booking the very best films ob-
tainable and as a whole are outstanding
as against any other theatres within a 50
mile radius.

There is not a question but that
they have strong pulling power
throughout our trade territory and
that this is of direct benefit to the
merchants of the city.

Theatres are open seven day in the week.
Abbeville, La.

By CARMEN LeBLANC
Secretary, V ermillion Chamber of
Commerce

We believe that a good motion picture
theatre is a big attraction for a town and
that it helps to promote business. There
is but one picture show in our city and it
operates every night of the week.

Macon, Ga.

By WILTON E. COBB
Secretary, Chamber of Commerce

We most certainly would say that a city
with good amusement facilities would draw
trade in excess to that brought in by one
without.

That the proximity of motion picture
theatres will make for better business is
certainly indicated by the fact that one of
our largest department stores located sev-
eral blocks from the theatrical district, re-
cently purchased a building just across the
street from the store and is now locating
a motion picture theatre there.

Theatres in Macon operate six days per
week.

Stillwater, Minn.

By A. D. MURPHY
Secretary, Stillwater Association

I believe that motion picture theatres
are a good stimulus to trade in this or any
community where they are showing first
run pictures. However, the fact of draw-
ing people in from neighboring communi-
ties may be over stressed because of the
( Continued on page 34)

October 29, 1927

EXHIBITORS HERALD

11

Baltimore Stanley Model of Skilful
Planning of a Better Theatre

New house seating 4000 erected in Nlaryland metropolis at cost of more than $2,500,000

THE new Stanley theatre erected and
operated by the Stanley-Crandall-
Company of Washington, of which
Harry M. Crandall, founder of the theatre
bearing his name in and about Washington,
D. C., is executive vice president and which
is the Southern unit of the Stanley Com-
pany of America, John J. McGuirk, presi-
dent, occupying the former site of the old
Academy of Music on North Howard
street at Franklin, in Baltimore, Md., even
to a casual observer obviously represents
its total cost of $2,500,000.

Fronting 120 feet on Howard street and
extending back from the building line to
a total depth of 250 feet, this most recent
and beautiful addition to Baltimore’s Ri-
alto presents one of the most imposing
facades of any similar structure in that
city.

* * *

The front elevation is of white marble
gracefully relieved of any suggestion of

severity by large arched windows and

graceful decorative columns. On each side
of the main entrance are spacious store

rooms. The main entrance, which is
divided by a marble box office of sufficient
size to accommodate comfortably a quartet
of cashiers, is surmounted by an imperish-
able copper marquee with talking signs on
sides and front making announcements of
current and coming attractions. These are
visible from all directions on Howard
street.

Mounted on top of the marquee are 50
multicolor floodlights illuminating the front
in any color tone desired. Immediately
over the entrance doors is a large electric
program sign announcing the playing at-
traction in opalescent letters.

Passing the box office one enters a mar-
ble entrance foyer about which are ranged
10 three sheet display boards, each illumin-
ated by concealed lighting. The lobby roof
is 100 feet above street level. The main
lobby is executed in imported Italian mar-
ble in harmonizing tones with a Terrezzo
marble floor inlaid with brass.

From each side of the lobby proper
grand staircases lead to the mezzanine
lounge and lower balcony level. These
stairways are in marble and on the first
landing at each side are two decorative
oil panels. In the lobby and scattered
throughout the theatre at convenient in-
tervals are ice water fountains supplied
by a specially installed Kelvinator system.

5fC jfi ifc

Ascending the stairs to the mezzanine
lounge one finds a luxuriously appointed
rendezvous. The lounge extends the en-
tire width of the theatre and is richly
furnished with divans, easy chairs, decora-
tive floor lamps, grand piano, and all of the
accoutrements suggested by indifference to
cost and a highly developed sense of re-
finement and comfort. The lounge is
made doubly attractive by a deep pile
carpet which deadens all sound and adds
materially to the beauty of the room. From
the promenade lounge an unobstructed
view of the entrance lobby is afforded.
Proceeding along the side corridors the
mezzanine loge at the front of the bal-
cony is reached.

On the orchestra floor progressing
through the marble lobby the main aud-
itorium is entered — a huge comfortably
seated expanse not without its suggestion
of intimacy by reason of the perfect taste
that has been manifested in the execution

of the medieval Romanesque style of
architecture and subdued color scheme.
Every seat on the orchestra floor as well
as in the balcony and loge commands a
clear view of the stage and screen. The
color scheme has as its dominant tones
buff, grey, and pale blue set off with gold,
terra cotta and rich maroon tapestries, the
side walls relieved by marble wainscoting
and pillars that rear themselves from the
orchestra floor well towards the ceiling.

It is interesting to note that in the

The

Village Theatre

Strand theatre , Oldtoun , Me u'hich is
owned by O'. ti. Fernandez.

New $50,000 Arcade built by Roy K. Den-
nison at E. Machias , Me. Dining room ,
ice cream parlor , gas station and rest room
are features of theatre.

Dreamland Pavilion , Mattawamkeag , Me.,
owned by John Smith.

Stanley are 19 mural paintings executed in
oil setting forth the chronological history
of Maryland from the time of the landing
of Lord Baltimore to the present. At
each side of the stage on the orchestra
floor level are stage boxes with a seat-
ing capacity of 50 in toto. The wall spaces
above the stage boxes are devoted to orna-
mental golden grills concealing the organ
chambers necessary for housing the Kim-
ball triple-manual grand organ especially
designed for this theatre and installed at
a cost of $50,000.

Here again the deep pile carpet adds
to the richnness of the effect and serves
a genuinely utilitarian purpose. The side
wall decorative tapestry panels are five in
number on each side and extend to the
height of the ceiling.

;{c >js

Another feature of the Stanley’s artistic
beautification will be found in the mul-
tiple color lighting system which has been
installed. The principal lighting fixture is
an immense center Tiffany cut crystal
chandelier suspended from an enormous
sunken medallion, in verde antique, set in
a rectangle and embellished with 12 high
candlepower candelabra which insures a
dominating central source of illumination.
Secondary crystal fixtures in harmony with
the main chandelier are suspended from
the corners of the ceiling rectangle insur-
ing an even distribution of light.

Cosmetic and rest rooms for women and
smoking rooms for men are found at the
basement and mezzanine levels.

Reverting to the balcony we find an-
other capacious seating arrangement, every
chair commanding a clear view of both
stage and screen at an easily graded in-
cline which promotes both safety and com-
fort and adds to the suggestion of intimacy
which is an outstanding accomplishment in
the erection of so Gargantuan an amuse-
ment edifice as this.

Exits from the balcony are provided at
the back as well as on both sides through
separate wells and stairways independent
of those serving the orchestra flodr. ■ j

At the rear of the balcony is an esplanade
of sufficient depth to afford a comfortable
promenade and at the extreme top of the
balcony is situated the projection booth,
housing a battery of Powers projectors,
three spotlights and three complete effect
machines. The projection booth is the last
word in efficient planning and execution,
rest rooms, locker rooms, wash rooms, etc.,
being provided for the physical comfort of
the corps of operators.

:jc % ^

At each side of the projection booth are
ample orchestral rehearsal rooms, store
rooms and a large projection room.

Progressing from the parts of the house
with which an audience becomes most
familiar and working away from the street
entrance we encounter the latest improved
treatment of orchestra pit, organ console,
and center stage. The orchestra pit is
sufficiently large to accommodate with com-
plete comfort an orchestra of true sym-
phonic proportions and is on an elevator
electrically controlled whereby the or-
chestra may be moved to or from basement
level as occasion may demand. The same
is true of the organ console although this
adjunct to the complete provision for the
musical perfection of the programs is under
( Continued on page 18)

12

BETTER THEATRES SECTION OF

October 29, 1927

fi

1

The New Stanley
in Baltimore

A new and gorgeous theatre seating 4,000
and costing $2,500,000 has risen on the
site of the Academy of Music in Balti-
more.

This latest addition to the Stanl ey-Cran-
dall chain of houses stands on Howard
street, a structure of architectural heauty.

October 29, 1927

EXHIBITORS HERALD

13

I 1

I m

1

1 .

*31

: ; '

m Jf mm

M\

1

The front of the new Stanley is con-
structed in white marhle which has heen
relieved of a suggestion of severity hy
great arched windows.

The theatre is beautifully anointed, and
stands as a fitting example of the prog-
ress made hy the industry in theatre
construction.

Comfort of patrons and comfort of em-
ployes are two outstanding features of
the house, and are made Possible through
the most modern installations.

14

October 29, 1927

BETTER THEATRES SECTION OF

Driving Down Overhead

Corn Is
Doing It In
East

Pnryi Te Many exhibitors in the
i. \~/Ul II Lo Albany section of New York

state, who have discovered
during the past summer that
the sale of ice cream cones
and pop corn in their lobbies,
goes far toward meeting the overhead, are arranging
to continue these side issues during the fall and winter,
and in many instances broadening out.

The majority of these theatres are subsequent run
houses. So far as can be ascertained, there are no first
run theatres, at least in this section of the state, which are
using these side accessories to increase their revenue.

While some of the exhibitors were in-

dined to turn up their noses a few
months ago to the idea of pop corn
vending machines and other similar de-
vices in their lobbies, they are now
changing their minds, with the result
that during the last two or three months
an unusually large number of pop corn
machines have been sold to motion pic-
ture theatres in the cities as well as in
many of the smaller places.

The Rose theatre in Troy, owned and
operated by Jake Rosenthal, is unques-
tionably one of the best examples of
what can be done in the sale of ice
cream, candy, soft drinks and such, in
theatre lobby. Mr. Rosenthal- started
some months ago with a pop corn

Novel Means
Used in
South

a
in

machine, and found it so profitable that
he branched out and added candy. Later
on he had one of the walls removed from
the lobby and sacrificed a large portion
of his private office to a stand which
now includes not only ice cream and
soft drinks, but all sorts of candy. He
uses his ushers to dispense these things
up and down the aisles, although the
trade is so heavy in the lobby that on
Sunday nights two men are necessary to
handle the demands.

In one week, Mr. Rosenthal’s ice
cream bill amounted to $114, and this
amount of cream was later doled out in
5 cent cones to patrons of the theatre.
A rather odd circumstance is shown in
that the cooler the weather, the more
ice cream is sold. This is explained in
the fact that with cooler weather, the
crowds attending the theatre are larger,
and naturally the sales mount. Pop
corn vending machines have also been
installed in the Rose theatres in Troy,
which are owned and operated by the
Rosewind Corporation, and which are
not in any way related to the Rosenthal
house.

In Schenectady, an industrial city in
( Continued on page 19)

Various theatres in Texas
have novel ways for estab-
lishing a regular and picked
clientele. Parking stations,
nurseries, playrooms, cry
rooms, tea rooms, club rooms,
and a roof garden to be established, form some of the
methods of “pulling in the green.”

The Texas theatre in San Antonio, a Publix house, has
a cry room that has become popular with mothers whose
babies are addicted to crying in the theatre. It is a glass
enclosed affair at the back of the last row of seats, where
the mothers may retire with their babies and watch the
show without any disturbance to the
rest of the audience. The innovation
was rather coldly accepted at first, but
now it is an approved feature of the
Texas.

The Palace in Dallas has a tieup with
one of the largest parking stations
whereby the patron may park his car
gratis by presenting his check to the
Palace box office for stamping upon the
purchase of a ticket. The hookup costs
the Palace very little, and the built up
patronage at night insures the keeping
of the parking station.

The Majestic in Dallas, one of the In-
terstate houses, has a play room where
mothers may leave their children in the
care of trained matrons while they
watch the show. In the room are hobby
horses, merry-go-rounds, sand piles,
slides, and all of the devices that warm
the heart of a child. Profits began to
increase at the Majestic noticeably when
the plan was instituted.

In Houston, the Isis, a Horwitz thea-
tre, has a Japanese tearoom, where
women are served tea in the afternoon
free of charge. The room can also be
reserved by clubs for card games and
social affairs. Club rooms are becom-
ing more common in the new theatres,
the rooms being made in the form of
rest or lounge rooms, with reservations
made for parties.

Probably the most unique plan of ex-
politation yet to be attempted will be
the roof garden, ball room, and cafeteria
at the new Majestic theatre in San An-
tonio, which Karl Hoblitzelle plans to
build the coming year, to seat 4,000 peo-
ple. Admission to the ball room and
roof garden will be gratis to those who
buy tickets to the theatre, and the lunch
room will be chiefly a good will method
of exploitation. Nurseries, playrooms,
parking station, and all of the recognized
methods of expolitation will be used.

'jkllerfhftitNH

LETTERS

from Readers

An extension "of The “Letters from
Readers” department in Exhib-
itors Herald. All communications
must be signed.

Statistics on Projector Exports

BETTER THEATRES— To the Editor :
Quoting figures taken from the Department
of Commerce on the export of motion pic-
ture projectors from the United States
during the first six months of 1927, it is
found that a total of 1,420 projectors were
exported and that the sales' price was $285,-
251. This makes an average sales price of
$200.89 for each projector.

During the first six months of 1926 there
were exported only 974 projectors and the
total sales price was $272,557 or $280 each.
This indicates the lowering in cost of $80
for each projector exported in 1927.

Going into further analysis for individual
countries it is interesting to note that Japan
bought its projectors at $134.25 each, Can-
ada paid $178.30 and United Kingdom $239
for each complete projector.

It is indicated that there will be an in-
crease making a possible sale of probably
2,500 projectors for 1927 to foreign coun-
tries and if those projectors would be sold
at the same basis there would be a loss
of $80 per projector or more than $200,000
as compared with the prices in 1926.

What I would like to know is how pro-
jectors can be exported at such ridiculously
( Continued on page 43)

October 29, 1927

EXHIBITORS HERALD

15

The atmospheric
theatre is becom-
ing recognized
beyond the boun-
daries of the
United States as
a style of archi-
tecture decidedly
appropriate for
the presentation
of the motion
picture.

The picture at
the left is of a
model of the first
atmospheric thea-
tre to be erected
in South and Cen-
tral America. It
is being erected
by Solis, Entrial-
go y Cia at Ha-
vana, Cuba. It
will have all
modern improve-
ments.

Guarding

of

the Life and Comfort
Your Patrons

What would you do in case of fire, panic, tragedy in your theatre ? Thinh. it over

THEATRE owners are responsible
morally, and in many instances
legally, for the welfare and safety of
their patrons. It is to their interest to know
how to meet theatre emergencies, and al-
though the following suggestions do not
cover everything nor are they absolutely
foolproof, they offer solution to many seri-
ous and annoying circumstances.

What Would You Do in
This Case?

As the manager of a theatre, what would
you do if, during a performance, a crazy
man jumped over the balcony railing, in-
jured patrons on the main floor, and caused
so much excitement that one person would
jump to his feet and yell, “Come on out of
here; the balcony is falling down!”? If a
demented woman jumped up on a seat and
screamed, “You can’t attack me, you can’t
attack me. I’ll call out the police!”?

Yes, they have all actually happened.
They are but two of the unusual and un-
expected occurrences out of the thousands
of emergencies, petty, amusing, unusual,
tragic, serious and fatal, that theatre own-
ers must cope with everywhere.

A theatre owner, manager or employe is
not only dealing with equipment that may
be ruined or burned, but he is in daily
contact with large groups of that changing,
easily moved, sometimes hysterical, public
that may trample itself to injury or death
during a panic before anyone realizes what
has happened.

So perhaps the most troublesome emer-
gencies and the ones which most easily
affect the enjoyment of your patrons, are
those directly involving the deportment of
the audience itself.

Could You Have Handled
This Case?

“I’m poisoned ! I’m dying, h-e-l-p,
h-e-l-p!” screamed a young man as he
clutched wildly at his throat and stomach

By FRANK ARCHER

Be Prepared

Everything happening in the theatre re-
flects upon the manager and is to his
credit or discredit. A survey and study
of some of the serious theatre accidents or
circumstances may help the theatre owner
to appreciate —

"I That his theatre and equip-
■*"* ment should meet the require-
ments suggested by the National
Board of Fire Underwriters and
local building inspectors.

That definite training and in-
• struction in emergencies of all
kinds should be given all employes
regardless of the size of the the-
atre.

O That his theatre should have
** * an emergency restroom, con-
taining lounge, blankets and first
aid equipment.

A That the ’phone numbers of
the police and fire department
and the names, addresses and
’phone numbers of the manager, a
nurse and physician should be
typewritten and a copy posted at
the box office, checkroom, back-
stage and in the manager’s office.

during an afternoon performance at a
large motion picture theatre. Two thou-
sand people immediately forgot the show.
Babies cried, women shrieked “Murder!”
and yelled for the police, while others
fainted.

In five minutes the audience was again
watching the screen and was interested only
in the hero and the heroine.

Here’s what might have been the situa-
tion five minutes later : Seats vacated !
Foyer, lobby and restrooms jammed with

gossiping hysterical children and mothers !
Men and women too upset, nervous and
excited to finish seeing the show after hav-
ing witnessed a gruesome suicide — all
wanting to know why a good looking, well
dressed young man had to spoil their after-
noon by killing himself by drinking poison
in a theatre.

How It Was Handled
But here’s what did happen:
The usher nearest the screaming
man immediately called the man-
ager from his office. All other
ushers in the auditorium walked
slowly up and down their aisles
telling patrons in a clear, undis-
turbed manner, “ Kindly keep your
seats, please, there’s absolutely no
danger. The performance is con-
tinuing as usual.” The women
who fainted were carried or as-
sisted by the ushers to the ladies’
restroom and attention given them
by the maids. The manager, who
had arrived in the aisle, immedi-
ately carried the stricken patron
to his office, where a strong
emetic quickly dispelled the poi-
son. By that time the ambulance,
called by the assistant manager,
had arrived and a phyician gave
further treatment.

After a few days in the hospital he re-
turned to the theatre and profusely apol-
ogized to the management for the trouble
he had caused and thanked them for prob-
ably saving his life. He had taken poison
because his sweetheart had jilted him.

The Results of Training
and Equipment

The two things that saved the foregoing
situation were trained employes and proper
equipment. All members of the service de-
partment had been intensely trained in the

16

BETTER THEATRES SECTION OF

October 29, 1927

ajorEquipmcnt Company

4603 Fullerton Ave.
Chicago

Atlanta, Ga.

DISTRICT OFFICES

Denver, Colo.

Hibbard- Weedon Electric Co.

New Orleans, La.

L. A. Crow

W. J. Keller

64 Cone St..

1940 Blake St.

509 Conti St.

Baltimore, Md.

Detroit, Mich.

H. H. Norton

Omaha, Nebr.

B. J. Fleming

Wolfe-Mann Mfg. Co.

320 S. Hanover St.

2683 Wabash Ave.

213 S. 12th St.

Boston, Mass.

Indianapolis, Ind.

Philadelphia, Pa.

Wm. A. MacAvoy, Jr.

J. J. Cassidy

The Scott-Jaqua Co., Inc.

222 Devonshire St.

230 S. Penn St.

244 N. 10th St.

Brooklyn, N. Y.

Kansas City, Mo.

Pittsburgh, Pa.

Fred G. Kraut

Robert Baker

Coffin-Perry Co.

182 N. 11th St.

106 E. 14th St.

501 Ferguson Bldg .

Buffalo, N. Y.

Los Angeles, Calif.

Salt Lake City, Utah

Ralph E. Jones

C. W. Cole Co., E. Zinsmeyer
1155 S. Los Angeles St.

Raymond Ackerman

184 Main St.

318 Dooly Block

Cincinnati, O.

E. F. Schurig

Memphis, Tenn.

San Francisco, Calif.

Baker- Joslyn Co.

C. B. Rutledge

44 E. Third St.

417 Prescott St.

490 Second St.

Cleveland, O.

Miami, Fla.

F. C. Arnold

Seattle, Wash.

D. C. Griffiths

Metropolitan Elec. Sup. Co.

Rockefeller Bldg.

2184 N. W. Fifth St.

2914 First Ave., S.

Dallas, Tex.

Minneapolis, Minn.

St. Louis, Mo.

R. S. Wakefield

L. H. Cooper

O. H. Rottmann

2425 Commerce St.

443 Builders Exch.

3649 Bell Ave.

Vancouver, B.

c.

Winnipeg, Man.

Langley Mfg.

Co., Ltd. Langley Electric

Mfg. Co.

Granville Island

677 Notre Dame Ave.

“EVERYTHING ELECTRICAL FOR THE THEATRE”

handling of emergencies, and the theatre
first aid cabinet was properly stocked.

Fire

Fire is one of the hazards that must be
closely guarded against, and the motion pic-
ture theatre has an enviable record in this
respect.

The seriousness of this hazard is best
illustrated by the following statistics, which
apply to fires of every description and in
all types of buildings, including theatres :

Last year fire killed 15,000 persons.

During the same period fire destroyed
property valued at $550,000,000.

Although fire regulations are more rig-
idly enforced in theatres than in any other
class of buildings, it is inevitable that a
blaze may start, and the greatest danger in
this connection may be caused by false
alarms and panics which may result from
almost anything. In the basement of a
large, modern, fireproof theatre during the
evening performance, while the lobby con-
tained 500 waiting patrons, some paint
rags, canvas, oils, etc., under the lobby,
which was then still under construction,
had been ignited by a carelessly thrown
cigarette. Two hundred broke through the
panic ropes in the lobby and were making a
hasty exit when they were assured the fire
had been quickly smothered by a hand ex-
tinguisher. This experience indicates that
before a newly constructed theatre is
opened to the public it should be thor-
oughly inspected and cleaned.

You Never Can Tell

But with the latest equipment and the
most painstaking precaution against acci-
dents an excited employe during an emer-
gency can quickly spoil everything. An
example of this happened recently in an
Indiana town when a projectionist while
working in a fireproof booth had a film
catch fire. He tossed the ignited film into
the lobby and the resulting fire caused
$10,000 in damage.

Poor Exits

A fire started some years ago in a South-
ern theatre during a crowded matinee at
which Clara Kimball Young was appear-
ing, and although no one was killed or
seriously injured, the patrons in the bal-
cony had a difficult time locating and get-
ting out the exits, which were hidden and
poorly illuminated.

Due in part to the terrible panic which
resulted, 580 were killed and 250 injured
in the great Iroquois fire at Chicago in
1903.

What Happens When Fire
Breaks Out

Although there were exits upon each side
of the building everyone ran to the rear
and in the stampede which followed seven
were killed and many injured when a the-
atre in New England was destroyed in
two hours by fire which broke out back-
stage.

An actor came out and told everyone to
be seated, when a theatre in the North-
west, which was jammed to capacity, caught
on fire. The lights went out and an or-
derly exit in the dark was made in a few
minutes. When the actors made their exit,
they left their stage door opened, causing
additional draft, which helped to fan the
flames. Two little girls in the balcony and
a student, who returned to look for his
brother, were slightly burned.

A blaze started in an inaccesible part of
the front basement in an Eastern theatre
and because of the dense smoke which made
it impossible to find the fire 15 engine
companies, 4 truck companies, a hose com-
pany and a water tower were used to un-
successfully battle the flames. The theatre,
which was poorly constructed, but well
equipped for fire, was unoccupied at the
time.

( Continued on page 47)

October 29, 1927

EXHIBITORS HERALD

17

ZARING’S BEAUTIFUL EGYPTIAN
THEATRE, INDIANAPOLIS, IND.

FEATURES THE

AMERICA S FINEST ORGAN

Mr . A. C. Zaring, the well-known western exhib-
itor, has added to the eye-appeal in his theatre — the
maximum ear- appeal with the Marr and Colton organ
— truly a great combination for box office value.

CCL

arr an,

cl Cl ollon (Ac

ompanv

GENERAL OFFICES AND FACTORIES

WARSAW, N. Y.

Maximum

Public Appeal

The maximum public appeal from
the standpoint of box office value is
the combination of eye-appeal and
ear-appeal. Beautiful appointments
lend attraction to the eye — euphoni-
ous organ music lends appeal to theear .

We shall be pleased to send you de-
tails about Marr and Colton organs.
Sign and return coupon for catalogs
and estimate.

The Marr and Colton Company
Warsaw, N. Y.

We are interested in a Marr and Colton organ.
Will you please send us further particulars and cat-
alogs. We understand this does not obligate us in
any way.

Name

Address

18

BETTER THEATRES SECTION OF

October 29, 1927

Even Small Theatres Need
the Majesty of Light

THE smaller sizes of the famous Wurdack Remote Con-
trol Switchboard bring the Majesty of Light to the lesser
playhouse as surely as do the larger types to a 5,000-seat
auditorium. A priceless advantage to both, it wonderfully
enhances the beauty of a setting and directly affects box
office receipts.

The

WURDACK

MODIFIED-PRE-SET, REMOTE CONTROL
SWITCHBOARD

being built of standard units and wholly custom-made, can
be as simple or as elaborate as desired, and in every case
exactly suited to the particular need.

Far more than a mere switchboard — just as an organ is
more than a mere collection of pipes — this super lighting
control offers combinations and effects which captivate an
audience and make a theatre supremely attractive and
popular.

4444 Clayton Ave. St. Louis, Mo.

CHICAGO INDIANAPOLIS

DALLAS KANSAS CITY

DENVER LOUISVILLE

MIAMI

MINNEAPOLIS
NEW ORLEANS

OMAHA

SAN FRANCISCO
TULSA

The New Stanley
Theatre

( Continued from page 11)

separate control and can be raised or low-
ered conversely with the orchestra if de-
sired. The stage center also on an elevator
is independently controlled and may be run
up and down regardless of the movement
of the orchestra pit or organ console.

The picture presented by the Stanley’s
proscenium is that of a double arch, the
outer arc of which stands the width of the
theatre and the inner traces the actual out-
line of the stage aperature. This arrange-
ment forms a perfect “orchestra shell’ add-
ing appreciably to the acoustic properties
of the theatre.

The stage of the Stanley is 50 feet wide,
30 feet deep from footlights to back wall
and 38 feet high from footlights to top
of proscenium arch. The gridiron is 100
feet above the floor of the stage and is
controlled by 40 lines insuring full cap-
ability for handling easily and adequately
any type of production it may be the
desire to present in the Stanley. A notable
improvement in the Stanley stage is found
in the movable tormentors at either side
whereby the actual playing area may be
made sufficiently flexible to provide a stage
width anywhere from 35 feet to 48 feet
across.

The Stanley is equipped with dressing
rooms sufficient to house independently 12
complete acts and these rooms again stamp
the Stanley as the utmost in improved
treatment by providing shower baths, ample
makeup facilities, clothes 'lockers, etc., in
addition to which a large greenroom is
provided. The dressing rooms are located
on the stage level and floors above. Under
the stage are equally ample provision for
stagehands, musicians and others directly
connected with the back stage acitivites.

The switchboard controlling the stage
lighting is the largest and most approved
type to be found South of New York City.
It is such a complicated mechanism as
completely to baffle the mind of the layman
and embodies such innovations as mechan-
ical signals to all dressing rooms and the
greenroom whereby individuals and acts
may be summoned to the stage without the
services of the call boy, one of the tradi-
tional figures of the theatre.

In heating and ventilating equipment the
Stanley stands supreme. Heat is diffused
to all parts of the house in cold weather
by an intricate system of giant fans which
may be set either to supply forced air in
all parts of the house through specially
constructed ducts and outlets or to exhaust
stale air as occasion may dictate. The fans
range in sizes according to location in the
house up to huge affairs 12 feet in diameter
operated each by an individual motor vary-
ing in proportion to the size of the fan
from 20 h. p. to 50 h. p.

The ventilating and cooling system to be
utilized during the heated term of each
year employs the same fan system as the
heating plant but is additionally equipped
with an air washing and refrigerating mech-
anism which operating under propulsion of
175 horsepower motor, under a pressure of
1100 pounds per square inch, creates the
equivalent of 250 tons of ice in each 24
hours.

In a theatre the size of the Stanley the
refrigerating coils necessary to the proper
cooling of the air represents a total length
in excess of five miles if converted into a
straight pipe. The air forced into the
theatre during hot weather is double
washed, once before passing through the
refrigeration process and once afterwards.
The cooling system is in its entirety under
thermostatic control with points of com-

October 29, 1927

EXHIBITORS HERALD

19

NECESSARY

Organ Protection!

FALL and winter days, their coldness and dampness can
ruin your organ in a short time. Proper care of the instru-
ment will however make it serviceable, with little maintenance,
for years.

Keeping the pipes ,and chests warm and dry is necessary if
you are to get the best possible service from your organ and
this will eliminate organ maintenance too!

EVENHEETERS serve this purpose. They are Organ Pro-
tectors. They keep the air in the organ chamber warm and
dry and keep it circulating through the chamber to every part
of the organ.

A small investment in organ protection now will save you a
great deal of maintenance in the future.

You will find that EVENHEETERS are the best
possible organ protection you can obtain. They
are reliable and serviceable too ; and one in-
stalled now will relieve you of much worry
and organ maintenance expense.

EVENHEETERS

Two Worlds Fa-
mous Installations ,
Roxy Theatre , New
York; Paramount
Theatre , New York

Organ Manufacturers
Recommend EVEN-
HEETERS», Theatre
Chain Owners Use
them .

CRAMBLET ENGINEERING CORP.

289 Milwaukee Street Milwaukee, Wis.

mand scattered in three locations in the
theatre. By this device the plant can be
set to provide any desired temperature in
degree fahrenheit and will maintain that
uniformity of temperature until altered.

The Stanley theatre was planned, engine-
ered and erected by Hoffman Henon Com-
pany of Philadelphia, architects, engineers
and builders who have a score of Stanley
houses already to their credit. The con-
struction work was under the direction of
Roland Toner, superintendent of construc-
tion, who worked under the personal
supervision of Joseph P. Morgan, general
manager of the Stanley-Crandall Company
of Washington. It is an eloquent com-
mentary upon the scientific proficiency of
Hoffman Henon Company that the exact
ground area which formerly bore the
Academy of Music with a total seating
capacity of about 1,800 should have been
made to accommodate the new Stanley
with total seating capacity amplified more
than twice to 4,000 seats.

Similar skill has been demonstrated in
the provision for exits from the theatre
of which there are a total of 26. On the
orchestra floor there are 14 exits without
steps leading directly to level surfaced
ramps pitched at easy grades. In the bal-
cony there are 12 quadruplicate exits by
which is meant 12 sets of double doors.
These lead to covered fire escapes descend-
ing at comfortable angles and with steps
of ample tread to paved courts 12 feet
wide.

The Stanley is the latest addition to the
circuit of theatres operated by the Stanley-
Crandall Company of Washington and is
under the resident managership of Bernard
Depkin, Jr., well known Baltimore show-
man. The Symphony Orchestra is under
the joint conductorship of Robert Paul
Iula and Felice S. Itila, both Baltimoreans
by birth and both of national reputation
as artists, composers and conductors.

The Stanley is open to the public daily
except Sunday at 10:30 a. m. with organ
recital beginning at 10:43 and the first
regular performance at 11. Performances
are continuous to closing daily at 11 p. m.
and four de luxe performances will mark
each day’s presentations of the bill.

Driving Down
Overhead

( Continued from page 14)

the full sense of the word, at least two-
thirds of the motion picture theatres
and possibly more, are operating pop
corn machines, and in some instances
maintaining rather elaborate candy
stands. At the Bareli, a small stand of
a year ago has been broadened until it
now carries a variety of candy, peanuts,
etc., and can be depended upon to bring
in a considerable sum each day.

The Pine Hills theatre in Albanv. a
residential house, maintains an ice cream
store adjoining, and this store is said to
pay not only for all of the film shown,
but also practically every bit of over-
head. The stand in the Rosenthal house
in Troy is reported to be bringing in
from $60 to $80 a day.

The Majestic, and a number of other
subsequent run houses in Albany, are
using peanut and pop corn machines in
their lobbies, but thus far have not taken
very kindly to the idea of installing
candy stands.

Bays Dies at Lyons, Kan.

( Special to the Herald)

LYONS, KAN., Oct. 25.— G. W. Bays,
who recently purchased the Odeon theatre
here, is dead, after being ill a short time.

20

BETTER THEATRES SECTION OF October 29, 1927

BEDFORD THEATRE

BEDFORD. OHIO.

MAJESTIC THEATRE

SIDNEY. OHIO.

QUILNA THEATRE CAPITOL THEATRE

LIMA, OHIO. DELPHOS.OHIO.

STAR THEATRE
STRAND THEATRE westm inster,md.

MUNC1E, IMD.

MAJESTIC THEATRE

ATHENS, OHIO.

LEES THEATRE
LIBERTY THEATRE RAVENNA.OHIO.
GRAND RAPIDS, MICH.

PARK THEATRE

LYRIC THEATRE LEHIGHTON, PA.

LIMA, OHIO. '

RIVOLI THEATRE

GRAND RAPIDS, MICH.

PAGE Model M-X-
40. Unit Orchestral
Organ and Player combined.
May be played as a two-
manual organ or with stand-
ard 88-note piano rolls.

GEM THEATRE

NEWARK, OHIO.

GRAND THEATRE

ST.KARYS, OHIO,

LYRIC THEATRE

winchester, ino,

ISIS THEATRE .LIBERTY THEATRE

KOKOMO, IND. SPRINGFIELD, OHIO,

' ROYAL GRAND THEATRE

MARION, INO.

OHIO THEATRE

DOVER, OHIO.

<£3^ait*o

PASADENA THEM

. DETROIT. MICH,

NEW YORK.

• PARAMOUNT THEATRE

KOKOMO, IND.

FEDERATION THEATRE RONDO THEATRE

&ARBERTON.OKIO,

RITZ THEATRE

COLUMBUS, OHIO,

STATE THEATRE

LIMA.OHIO,

THEATRE

ALLENTOWN. PA,

* < r I 1 HREE years spent in studying every make of
organ led us to choose the Page Unit Organ,”
says M. W. Sheaffer, Strand Theatre, Hanover, Pa. “Your
organ in George Osborne's Theatre, Westminster, Md.,
after three and a half years' use, is better than the day it
was installed and he hasn’t spent any money on it in that
time. That was ample proof for us of how remarkably the
Page performs.” Page Unit Organ M-X-40 was installed
in Mr. Sheaffer 's theatre. Page experience is also at your
disposal. Write us fully without obligation.

SIGMA THEATRE

DAYTON, OHIO.

browns smcE'm

GRAND RAPjDSiMICH;' '

THE PAGE ORGAN COMPANY

523 N. Jackson St., Lima, Ohio

STATE THEATRE

FAIRMONT, MSLNM,

tND THEATRE

warkngRig

WAPAKGNSTA ,ohio. FULTON THEATRE

GRAND BAPI9S, MICK.

RIVERO ALE THEATRE

.DAYTON,

October 29, 1927

21

EXHIBITORS HERALD

Albert F. Brown, Granada and Nlarbo, Chicago

Brown Offers Playlet Based
on Popular Melodies

Routine of presentation given herewith

By A. RAYMOND GALLO

Albert F. Brown, prominent and popular organist and
originator of the Organ Scrim Presentations, scores again
with a delightful playlet woven around three popular
songs.

The manner in which this talented organist writes spe-
cial lyrics to creat a situation or finale helps to hold the
continuity and build the story angle about his presentations
that result in a decided interest that makes this type of
organ entertainment most desirable. He makes no intent
at anything risque, but instead moulds either a hit of
sagacity or moral into the scheme of his solos that keeps
them keenly refreshing.

In this playlet Brown has struck a keynote of organ
entertainment that places the prestige of both the organ
and organist to a finer plane and a greater box office attrac-
tion that it heretofore ever enjoyed.

Introduction chorus of
“Side By Side” during the
following three announce-
ment slides:

A DRAMA OF SONG
entitled

“HIGHWAYS AND BY-
WAYS OF LIFE”

Featuring in Song
Three Popidar Songs
Side By Side
A Night In June
Broken Hearted
CAST

Cowboy Optimist

Fenton MacAvoy

A Tenderfoot Joe Manny

The Boy Jack Goodwin

The Girl Mary Allen

(At right of stage a camp
scene at night is faded in
and a cowboy is seen
standing, and the tender-
foot seated near the fire:
Cowboy singing.)

Oh zve ain’t got a barrel of
money

Maybe we’re ragged and
funny

But we’ll travel along
Singing a song, Side By
Side

Don’t know what’s coming
tomorrow

Maybe it’s trouble and
sorrow

But we’ll travel the road
Sharing our load, Side By
Side

Thru all kinds of weather
What if the sky should fall
Just as long as we’re to-
gether

It doesn’t matter at all

When they’ve all had their
quarrels

And parted, we’ll be the
same as
W e started.

*

(* Indicates when scene
starts fading in or out)
Just travelin’ along, sing-
ing a song
Side By Side

(Scene fade out as at
left stage a flower arbor
fades in and a boy and girl
is seen: Boy Sings)

Give me a night in June
Beneath the moon
With you just you
A place to dream
To love and scheme
A paradise for two

My only wish is

To taste your sweet kisses

**(Fade out Arbor)

Give me a night in June
Beneath the moon
With you just ***you
( Camp scene fade in;
position of characters re-
versed. T enderfoot stand-
ing and Cowboy seated
sings: last eight measures
of Side By Side)

When they’ve all had their
quarrels and parted
We’ll be the same as we
started

Just travelin’ along
Singing a song, Side By
Side.

(Tenderfoot recites verse
of Broken Hearted to
meter of music as Cowboy
gazes at fire in a medita-
tive mood.)

Standing alone on the high-
way

I met a boy that I knew
He said . . if you’re going
my way

I have a story for you
You know of my old girl
M ary

You’ve heard of my old pal
Jim

***

Look over there I’ll show
you where

You’ll find her spooning
with him

(Flash back of girl and
boy spooning in arbor just
long enough to be seen for
first slide of chorus which
tenderfoot sings.)

There she is my old gal
And there he is my old pal
**

And here am I . . broken
hearted

(Fade out arbor)

Mine in May his in June
She forgot mighty soon
And here am I . . broken
hearted

The last time that we said
goodbye

I knew that she was
through

It’s bad enough that I lost
her

I had to lose him too

There they go in their joy
Happy girl, lucky boy
And here am I . . broken
hearted

(Repeat last sixteen meas-
ures)

The last time that we said
goodbye

I knew that she was
through

It’s bad enough that I lost
her

I had to lose him to.

***(Fade in wedding scene
couple kneeling at altar)
There they stand Side By
Side

Lucky groom Happy bride
**(Fade out scene at altar)
And here am I broken
hearted

(Cowboy takes up these
lyrics to first sixteen meas-
ures of Side By Side)

As we all go a-trav’lin’
Life’s Highways
Sometimes we find that its
Byways

Are rough for awhile
So carry a smile . . Side
By Side

**(Fade in zvedding scene,
couple rises from their
knees while large wedding
bell is lighted up with
miniature lamps as minister
is seen pantomiming end of
ceremony)

Life for TODAY may
have sorrow

Then bring you gladness
TOMORROW
So the best thing to do is
KEEP SMILING THRU

22

BETTER THEATRES SECTION OF

October 29, 192 7

Sentry Device Offers Exhibitors
Freedom from Fire Worry

Joseph E. Cohen details development of important safety apparatus for projectors

IN the development of the Sentry
Safety Control is added another
chapter in the development of
the motion picture business and at the
same time another achievement that is
destined to have a far-reaching effect in
promoting the popularity of motion pic-
ture entertainment. For with the de-
velopment of the Sentry apparatus has
been removed one of the most serious
hazards of theatre operation — fire — with
its attending horrors of panic, loss of
life and financial ruin.

The Sentry Safety Control had its
origin in a projection room where the
need for a device of this type had
brought the inventive urge upon two
projectionists. The first was crude, but
the idea and the potentialities of it were
quickly apparent to Joseph E. Cohen,
owner of the house, and now chairman
of the board of directors of Sentry Safe-
ty Control Corporation. In detailing the
development from that time Mr. Cohen
gives the following interesting facts:

“It was almost three years ago that I
happened to notice in the projection
room of one of the theatres in which I
had a financial interest, a contraption
which was out of the ordinary. It had
been arranged by the projectionists, the
purpose being to remove all possibility
of fire danger while the booth was in
their charge.

“Since then I have been in hundreds

of projection rooms in all sorts of thea-
tres and I have found that more than a
majority of operators have rigged up
one sort and another of devices of their
own making to accomplish that purpose.

“During a period of many years in
theatre operation and exhibition of pic-
tures I have been too busy — I am almost
ashamed to admit it — to give much
thought to fire prevention. As an owner
and operator of theatres I obeyed the
laws and municipal ordinances regarding
fire prevention, I followed all customary
safeguards, I protected myself with fire
insurance and complained, as all the oth-
ers did, about the high rates.

“Well, when I saw what the projec-
tionists in this particular theatre of mine
were attempting to do, it sort of shocked
me into action. As long as I can remem-
ber, I have made a hobby of mechanics.
When I saw that here, right in my own
business, there was a mechanical and
electrical problem far more interesting
than an automobile or radio could offer;
that it was not only interesting in itself,
but that it offered economic and humani-
tarian rewards far more interesting than
any hobby which had ever enlisted my
enthusiasm, I was, as I have said,
shocked into action.

“It took but a short while for me to
be convinced that the projectionists had
a marvelous idea at work. True, their
weird contraption was crude, but the

idea was there. I immediately arranged
for a reputable firm of consulting engi-
neers to come in, take over the idea and
refine it to the point of general applica-
tion. These engineers were given a free
hand, except for one injunction which
was positive: They had to make the de-
vice applicable to any. standard projec-
tion machine on the market.

“They went to work. Months went by
in experimentation. The complete his-
tory of projection was studied; every de-
vice that ever attempted to render fire
innocuous passed in review — and you
may believe there have been dozens of
them — every point of possible mishap in
projection was considered — all these in
relation to the crude contraption my
operators had built with their own hands
and with odds and ends of material avail-
able.

“I might interrupt here to say that one
reason our consulting engineers brought
their work to such a highly successful
conclusion was because they were ham-
pered by no acquired prejudices. Theirs
was a general engineering practice; they
were open-minded; they had conceived
of no ‘impossibilities’ and went to work
simply and determinedly to practicalize
an idea which was originated by others
than themselves.

“When success began to crown their
efforts, we were not long in seeing what
a valuable contribution we were in a po-

This Theatre
Demands
the Best
Projection

and The Management

is more than

Satisfied

with the results

obtained with the

Intensiflector

(High Intensity
Reflector Arc)

60 Amperes is now giving
better results than before
were obtained with 120 am-
peres. Also saving the
theatre 40% on Carbon
Consumption.

There is only one IntensiEector
and that is built by the

Ashcraft Automatic
Arc Company

4214-16-18 Santa Monica Blvd.

Los Angeles, Cal.

Loew’s State theatre, Los Angeles, Cal., fully equipped with
Ashcraft IntensiEectors.

October 29, 1927

EXHIBITORS HERALD

23

i) £??

Vom

5Big

Problems

solved by this

Your one moderate invest-
ment in this machine works
for you the year around. To
change it from heating to
cooling takes only a mo-
ment, and it ventilates au-
tomatically all the time.

One,

Contract

Unif

The Supreme

TEMPERATOR

Here in this one machine — with but one investment instead of three — is the answer to all
your heating, cooling and ventilating problems ! Regardless of outside weather condi-
tions— torrid heat or bitter winter cold — it gives you ideal comfortable theatre tempera-
ture inside. Its initial cost is low; its maintenance less than you have ever known.

The comfortable interior temperature it so easily main-
tains, continually saves you money and brings in more
business. An inexhaustible source of fresh, delight-
ful coolness or of pleasant warmth, it provides condi-
tions which your patrons appreciate, and will go out of
their way to find. — Nothing in it to freeze up; heats a
building quickly ; occupies no aisle or auditorium space ;
works everyday the year around. Get the facts about it.
Just send in the coupon.

i *

i

J SUPREME HEATER & VENTILATING CORP.,
J St. Louis, Mo.

i

J We would like to learn more about the “Supreme
i Temperator.” Please send us your foider ET by return
! mail. Our theatre seats persons.

i

i Theatre

i Manager

l

I City State ..

24

BETTER THEATRES SECTION OF

October 29, 1927

LOEW’S and
UNITED ARTISTS
PENN THEATRE

Pittsburgh

Rapp & Rapp, Architects

is equipped with our

REVOLVING
ORGAN CONSOLE
ORCHESTRA LIFT
PIANO LIFT

and

FULL STAGE EQUIPMENT, including counterweight
system and fire curtain

OTHER IMPORTANT INSTALLATIONS INCLUDE

Roxy Theatre, New York Harding Theatre, Chicago

Paramount Theatre, New York Belmont Theatre, Chicago

Colony Theatre, New York
Rivoli Theatre, New York
Ziegfeld Theatre, New York
Strand Theatre, New York
Keith’s Chester Theatre,
Bronx, N. Y.

Madison Theatre, Brooklyn
Metropolitan Theatre, Boston
Capitol Theatre, Boston
Uptown Theatre, Chicago
Oriental Theatre, Chicago
Tivoli Theatre, Chicago
Howard Theatre, Chicago
Tower Theatre, Chicago
Marbro Theatre, Chicago

Diversey Theatre, Chicago
North Center Theatre, Chicago
Royal Theatre, Joliet
Missouri Theatre, St. Louis
St. Louis Theatre, St. Louis
State Theatre, Detroit
Orchestra Hall, Detroit
Michigan Theatre, Detroit
Shea’s Theatre, Buffalo
Saengers Theatre, New Orleans
Eastman Theatre, Rochester
Kilborn Hall, Rochester
United Artists Theatre, Los
Angeles

PETER CLARK, INC.

534-546 West 30th St. NEW YORK CITY

WE CAN’T MAKE ALL
THE REFLECTOR ARC LAMPS

SO WE ONLY MAKE THE BEST

PERFECTION ARC COMPANY, Inc.

711 Wells St., Milwaukee, Wisconsin

sition to make to the science of the mo-
tion picture. As soon as they placed
their final model in our hands and as-
sured us that we were ready to go ahead
with manufacturing and distributing, we
began to lay our plans in earnest.

“Up till then we were mostly taken up
with the moral factor of the device, as
yet unnamed. Now we came face to face
with the economic factor, for we wanted
to place this device everywhere; first, for
the safety reasons that animated our
enthusiasm in the beginning; secondly,
because only with large production could
we make it moderate in price to the user.

“We were advised to immediately pa-
tent the invention before making any
attempt to introduce the device. How
virgin was the patent field, how crying
was the need for our device, is indicated
when I give names of countries where we
have obtained basic patents or where they
are pending. These countries are as fol-
lows: United States, Canada, England,
France, Germany, Cuba, Hungary, Aus-
tria, Italy, Belgium, India, Russia, Bra-
zil, Bulgaria, Australia, Finland, Japan,
Mexico, Greece, China, Norway, Poland,
Argentine, Roumania, Spain, Holland,
Denmark, Sweden, Turkey, Czecho-Slo-
vakia, Union of South Africa, New Zea-
land, Switzerland, Chile, Colombia, Irish
Free State, Philippine Islands, Porto
Rico and Uruguay.

“All these experiments, all the admin-
istration so far described, had been car-
ried on in Philadelphia. This was for no
other except the obvious reason that my
financial interests were centered there
and most of my contracts were there.

“As soon as our engineering was fin-
ished and our patents procured, we set
about introducing the device. We did
not immediately embark on a sales cam-
paign. We wanted first to put the device
through every practical demonstration
and to satisfy public officials that it was
everything we claimed it to be. So we
made an installation in the Alleghany
theatre. We invited the fire underwriters,
the fire marshals of Philadelphia and
Camden, N. J.; we invited the heads of
the Departments of Public Safety, the
School Superintendents, the chiefs of the
Electrical Bureau — all the ranking offi-
cials of such departments as are created
in all large communities for the protec-
tion of the public against such hazards
as we had determined to wipe off the
map. In every instance we found that
our highest expectations were realized
in the judgment of these officials.

“At about this time we became the
recipients of much advice to start a cam-
paign to have our device made compul-
sory in theatres. We have listened to
such advice, but have not acted upon it
and it is my present conviction that we
will not attempt any such propaganda.
I say this for two reasons; first, because
I do not think it will be necessary, and
secondly, because we do not want our
device to be viewed as something which
will be used only under compulsion. We
want theatre owners to wish to use it,
because in the final analysis it is for
their own protection and that of their
audiences.

“From present indications it looks as
if we will be fortunate to keep the sup-
ply up to the demand. We have two
factories now in operation and we have
not found it easy to keep pace with the
market call. I do not mean to infer that
we are making no sales effort, for we
are; we are making every possible sales
effort and are rapidly expanding our
selling organization to make an even
stronger effort. Our factories are ex-
panding in size and number; we have at
the present time two of them in opera-
(Contitiued on page 30)

October 29, 1927

EXHIBITORS

HERALD

25

The sketches on this page are
the original rough drawings
made by Mr. McDermott as the
initial step in the planning and
production of an anniversary
show at the Oriental theatre, a
Balaban & Katz house in Chi-
cago. On the following page are
photographs of the settings as
they actually appeared.

s/cercH ro/e o Pea/sm# — •

The Fundamentals of
Presentation

An Authoritative Exposition on Stage Bandshow Construction

By louis McDermott

WITHIN the last half year the show
business has witnessed the birth
or coinage of a new expression
which concisely defines one of the most
outstanding developments of a single
idea that has even taken place in the
theatrical profession.

Everywhere one hears “The Paul Ash
Policy,” a certain something that has
spread through the country from Coast
to Coast, from Maine to Florida, from
Seattle to San Diego. In all of the
major type or de luxe picture theatres
where stage entertainment supplement
the film programs, it is used as a box
office draw. The “Paul Ash Policy” has
become the vogue. Box office receipts
are jumping up with surprising results
proving to smart managers that this type
of entertainment is what the customers
like.

The writer would like to relate some
of his personal experiences as a pioneer

Louis McDermott, producer of
the Paul Ash shows at the Chi-
cago Oriental.

in the creating of the “Paul Ash Policy”
with the sincere hope and intention that
some of the readers of the Herald who
are experimenting with this type of en-
tertainment might profit in some meas-
ure by this experience which I consider
a most valuable asset.

It was my good fortune to first work
with Paul Ash in producing the shows
which surrounded him and his orchestra
in 1922 at the Granada theatre in San
Francisco, where the now famous Rajah
of Jazz first appeared in a de luxe pic-
ture theatre with his band on the stage.
At that time J. A. Partington, as general
manager of the San Francisco chain, was
beginning to drift away from the
stereotyped “Atmospheric-Prologue” and
“Symphony Orchestra-and-Organ Solo”
thing, which was beginning to tell on
the customers after having had a con-
tinuous procession of this highbrow stuff
for six years.

Ash, from his previous two years in
Oakland, Cal., had been accustomed to
applause, and an intimacy between him
and his audience which was an unheard
of thing at the Granada theatre up to
the time of his arrival there. Subse-
quently a mixing of ideas took place —
Partington’s and Ash’s — with the result
that the personal element of a band
leader-master of ceremonies was born in
Ash and from that time on shows were
built around this personal element which
immediately proved to be a heavy draw
at the box office.

As assistant to Partington in the me-
chanical end of these affairs, the writer
had a fine vantage point to view the
inception and growth of what is now
known as the “Paul Ash Policy.”

For three years at the Granada in San
Francisco, I watched the development of
the policy, during which time I was actively
engaged in handling the mechanical de-
tails of the show which went in back of
Ash. Week after week, I saw his
genius coming to the front in picking
obscure people and mediocre ideas,
which, when presented to the public with
his personality mixed into them, proved
to be sensational. It was a very inter-
esting study for one to make in my posi-
tion and it became a most absorbing
thing to witness.

Finally Ash’s big opportunity came
and news spread around the theatre that
he was going to Chicago. Most im-
portant in this connection was the fact
that Ash came to Chicago alone. Not
with any organization, without the band
(which he had built up to be the finest
on the Coast), without even an arranger
or anyone from his San Francisco sur-
roundings. Upon his arrival in Chicago
the production head of the Balaban &
Katz organization put their entire staff
at Paul’s disposal, and proceeded to
launch the “Paul Ash Policy” at McVick-
ers theatre with a tremendous advertis-
ing campaign and a general shaking up
around the theatre which created an en-
tirely new atmosphere there.

Hardly had the applause died down
from his first performance when Ash
realized that his type of entertainment
could only succeed as a unit in itself.
In other words he wanted the produc-
tion end of his show, his orchestra,
arrangers, and other people responsible
for the show, all concentrated under one
roof. To do this it was necessary to
break away from the regular B & K

26

BETTER THEATRES SECTION OF

October 29, 1927

Opening of " Anniversary of Jazz

Finale 1, of Paul Ash Show

Finale 2, of "Jazz” Show

production department and in doing so
the writer was called upon by Ash to
take over the production department of
McVickers theatre for B & K.

Since that time we have been working
together and have to our credit 52 record
breaking weeks at McVickers theatre,
and by the time this article is printed we
will have had 75 new shows at the
Oriental theatre.

To analyze the “Paul Ash Policy’’
completely would take far more space
than I am allowed. Fundamentally, it
is what I call “Eye and Ear Entertain-
ment,’’ which must be varied in idea,
atmosphere and handling from week to
week. The success of it lies in creating
a repeat audience and in giving them a
surprise every week when the curtain
goes up. Our presentations may be
easily classed in three groups from an
idea standpoint,

( a) The scenic or atmospheric type
of presentation which adheres to some
definite scheme in costuming, archi-
tecture, the selection of musical num-
bers, etc. As an example of this type,

I recall a Siviss show which we called
“Swiss Cheese Follies” wherein we
carried out the Swiss atmosphere
throughout the entire show.

(b) The revue type of Follies at-
mosphere. This type of show is more
of a dressed-up or “class” presentation
delving into the new art and futuristic
handling that can be given a show of
this type. Such a show recalls our
recent production titled “Paul Ash’s
Flashes” where girls are used after the
fashion of the Follies Bergere or any
Broadway revue, and in which the
orchestra is featured in modern pop-
ular melodies of the day resulting in
a boiled-down tabloid revue.

( c) Comedy or hokum type of show.
This field practically borders on the
burlesque but lumdled in a careful
manner can be made into a strong
vehicle for a band type presentation.
Recently we have put on several
shows of this type, “Bowery Night
Life” “Hey Rube” and “School Days.”

In undertaking to follow through any-
one of these three types of shows three
elements must be considered at the
outset. (1) The idea. (2) The box
office title (of great importance as many
a good idea has been ruined with having
to overcome a title that has no com-
mercial value). (3) Stage setting in
which mechanical ideas must be worked
out to conform with the general scheme
of the show.

To further analyze any particular show
a second outline containing more of the
details of the show should be considered.
Under this heading three factors pre-
dominate, which I consider the most
important part of any show, namely:
The opening, the middle number (pres-
entation) and finale. Too much thought
cannot be given to these three factors.

Second in importance are the orches-
tra numbers which must be carefully
chosen and “spotted” in the routine so
as to get the most out of them whether
they are atmospheric numbers or popu-
lar melodies designed to feature the
band.

The third consideration should be
given to the performers and incidental
acts which work throughout the show.
The greatest mistake and one which is
commonly made occurs in this particular
phase of the show. Acts which do not
“fit in” can ruin an idea quicker than
anything. The rankest violation of this
was witnessed by the writer in a local
theatre where an ice skating act appeared
in a Hawaiian show.

A further analysis of the “Paul Ash
Policy” puts itself naturally under the
( Continued on page 28)

27

October 29, 1927

EXHIBITORS HERALD

Superiorities
of C-H
Dimmers

Solid soapstone bases have high heat disper-
sion and insulating qualities— great continuous
load capacity— and they won’t burn out.
Contacts on both sides of plates allow twice as
many circuits in the same space. Elates can be
taken out by removing one screw. Elates of any
capacity can be substituted allowing easy adap-
tation to all theaters or any remodeling plan .
Low ratio rack and pinion drive eliminates play
and backlash. 110 distinct steps with no overlap-
ping of contacts assure flickerless dimming from
full brilliancy to black out. Brushes of Cophite
— a non-oxidizing, self lubricating material.

“Just average”
no longer pulls

The De Witt Theater , Bayonne,
N.J., is one of the medium sized
houses which maintain their rep-
utation for good entertainment
‘with the help of C-H fe Simplic-
ity” Lighting Dimmers.

NOW-A-DAYS the public demands something better — more beautiful,
more distinctive, bigger. Producers respond with super-produc-
tions— using thousands of characters, costly "props”, color photography
— beauty and distinction at any price.

But no producer can guarantee your profits from a "super”. Too
much depends upon your methods of showing — upon the atmosphere
created by you to supplement the picture.

C-H Lighting Dimmers create this atmosphere which the producer
can’t supply — lighting effects which fit the spirit of the picture — which
make any film better, more profitable.

"Simplicity” Dimmers are so easy to install and operate, so economical
in operation that they are the next logical improvement for
your theater — regardless of the size, age or decorative scheme.

Talk it over with your architect or electrical contractor
and •write for the booklet " Illumination Control for the
Modern Theater ”, •which lists over 800 leading theaters
using C-H Dimmers to help boost box office receipts.

The CUTLER-HAMMER Mfg* Co*

Pioneer Manufacturers of Electric Control Apparatus
1237 St. Paul Avenue

MILWAUKEE, WISCONSIN

CUTLER ji§ HAMMER

cp3rfect Illumination Control jor the 'Modern cTheater

28

BETTER THEATRES SECTION OF

October 29, 1927

Here Is a Way to Save 25% in the
Current Cost of Your Projection

Due to the fact that a direct current arc is the only type of light
that gives the proper luminosity desirable for perfect motion picture
projection, a source of direct current is a necessity in all motion pic-
ture theatres. In practically all localities, outside of the very center
of some of our largest cities, only alternating current is available,
hence it is essential that some method of conversion into direct
current be provided.

The Liberty Syncrovertor is a truly syn-
chronous commutating rectifier, and a rev-
olutionary improvement in this field, and
as a unit for the conversion of A. C. to
D. C. proves its superiority beyond all ques-
tion of doubt. It will save fully 25% in
your current cost of projection.

This highly efficient device consists of a
transformer, a motor, a commutator, a
switchboard control panel, all assembled in
one unit, or with separate control panel.
The actual rectification is done at the com-
mutator— not within the motor.

The transformer of the Syncrovertor is the machine’s own emer-
gency unit. If the motor ceased to function, the transformer would
furnish A. C. current of the proper voltage to the arc. Where
the Syncrovertor is used, the “changeover” is effected without any
flicker whatsoever on the screen.

Write us and let us tell you how you can
save 25 % in the cost of your projection

The Liberty

A Better Method of Rectification

LIBERTY ELECTRIC CORP.

Stamford, Conn.

Distributed by The National Theatre Supply Co.

Bowling Alleys Earn Money

Theatre Owners and Architects send for our
booklet " Silence Is Golden." No obligation.

Bowling alleys in a theatre building are an
important revenue producing adjunct. You
can have bowling alleys In your theatre with-
out any disturbing noises from them reaching
the patrons in your auditorium. This is made
possible by the Stevens System of sound iso-
lation.

Bowling alleys shown here are installed above
a theatre auditorium in Chicago. They bring
added profit to the owner.

Write for our informative booklet
containing valuable facts.

STEVENS SOUND-PROOFING
COMPANY

407 So. Dearborn St., Chicago, III.

Representatives in all large cities

Fundamentals of
Presentation

( Continued from page 26)

heading, “Mechanical.” The procedure
that we use in the Oriental theatre in
this department is worked out in great
detail. Billy Jackson, who is handling
the mechanical end of it for us, works
from rough sketches which illustrate
ideas and he proceeds to carry them
out along four definite lines.

( 1 ) Scenery — drawings are made to
scale and a ground plan and elevation
of every show is blue printed with
copies for carpenters, painters, and
electricians. In addition to this a
color diagram goes ' along with the
blueprints which the artists work
from.

(2) A property plot is prepared in-
cluding all of the necessary things in
this department.

(3) A lighting plot is furnished for
stage electricians along with prints
containing any special electrical work
such as miniature lights, garlands,
lanterns, illuminated houses, etc.,
which have to be planned in advance.

One other important heading in this
analysis includes the ballet and the cos-
tuming of our shows. Girls are a de-
cided asset to any show and can be used
effectively in openings and finales with
the proper instruction and training
along these lines. At the present time,
Merriel Abbott is working with us in
the handling of the girls and planning
new routines for them from week to
week. At the time we are planning new
shows, ideas and suggestions are pre-
sented and discussed from which she
works.

After a show is entirely laid out on
paper, and all of the ideas decided upon
including scenery, musical numbers, girl
numbers, and acts, the costuming scheme
is planned. Let me emphasize the im-
portance of this item because it is the
finishing touch in painting the picture
which greets the eye from “out front.”
Many a color scheme which has been
good or otherwise has been spoiled by
the use of costumes which do not har-
monize in the ensemble effect. People
who assume the responsibility of han-
dling this detail should at least be
schooled in the rudiments of color,
especially in the use of primary colors
and their complementary.

In summing up this analysis I would
like to lay stress on the general effect
to be obtained in shows of this kind
bearing in mind that this is “eye and ear
entertainment.” I cannot lay too much
stress on the importance of carrying
these ideas out on a large scale. By this
I mean using design which contains
large masses of color, groupings of
people which produce large spots of ani-
mated color, and casting out small
ginger-bread details which are lost to
view back of the tenth row in any large
motion picture theatre. If more stage
producers would watch the results of
their work from the last row in the
balcony, more of them would work on
this “large scale idea.” Hundreds of
thousands of dollars are thrown away
every year in small detail which is lost
when viewed from a distance.

(This is a hurried analysis of the “Paul
Ash Policy,” which will be followed by
a series of articles in the Herald in
which the writer will give a more de-
tailed discussion of the various phases
of the “Paul Ash Policy.)

October 29, 1927

EXHIBITORS HERALD

29

National Organizes
Engineering Division
for the West Coast

National Theatre Supply Company has
established an engineering department in
San Francisco, located at "the Western dis-
trict office, of which Mr. G. G. Thompson
has been placed in charge.

This new department will serve all West
Coast exhibitors in conjunction with the
company’s One-Contract Equipment Plan
and as well, on all matter wherein engineer-
ing and research service is needed.

Mr. Thompson is considered one of the
foremost theatre electrical engineers in the
country. With twelve years experience in
theatre electrical work, he is especially fitted
for his position with National. During
the past he has been connected with such
well-known concerns as Cutler-Hammer

G. G. THOMPSON

and the Ward-Leonard Company, and
while with the latter company, he developed
the reactance dimmer. While with the
Ward-Leonard Company, Mr. Thompson
established an enviable reputation as a
switchboard engineer and as such travelled
extensively throughout the country and
worked with all manufacturers of theatre
switchboards.

Immediately before coming into the Na-
tional organization, Mr. Thompson was
prominently identified with the Safety Elec-
tric Products Company at Los Angeles,
formerly well-known manufacturers of
switchboards on the Pacific Coast, but since
merged with another company. He is
therefore, quite well-known in that section.

Mr. Thompson is an active member of
the American Institute of Electrical Engi-
neers. During the past two months he
has been at National headquarters in Chi-
cago, where he has been studying the Na-
tional Service plan and becoming familiar
with its engineering requirements. He will
set about at once to build up the Western
Division Engineering Department along
similar lines to those in operation in the
Central Division. Draughtsmen and thea-
tre equipment experts have been employed
and the Western Division engineering de-
partment will soon be ready to function.

New and Improved Equipment

New

Generator

Offered

by

Continental

The Continental Electric Company of Newark, N. 3 ., have recently made im-
provements on their Con-Tel-Arc motor generator. They believe that it now
fulfills the demands of the most exacting theatre requirements.

The motor generator is built upon the most approved engineering principles.
It has only tiuo bearings, both of zvhich are ball-bearing design. The construction
of the motor on a longitudinal base is declared in accordance with the newest \
methods of motor building.

The encased ball-bearings make for simplicity and compactness and prevent the
lubricant from injuring the insulation or windings. The ball-bearing design gives
the smoothness and quiet desirable in the projection room.

Any number of arcs are connected in series by use of the Con-Tel-Arc. The
desired arriperage is obtained by turning one knob. A uniformity of amperage is
automatically maintained with efficiency and economy. One of the direct ways the
Con-Tel-Arc saves expense, it is stated, is by elimination of a resistance coil. This
cuts current costs.

By the installation of a mirror reflecting lamp in connection with the Con-Tel-Arc,
expenditure for carbons and lenses may be reduced more than half, the company
states.

* *

*

Framing
Light Shield
Widely
Used

Many installations are being made of the Golde framing light shield, recently
developed by Golde Manufacturing Company, 2013 Le Moyne street, Chicago, and
handled by theatre supply dealers throughout the country. ..Among the new theatres
in which the device has been installed is the Avalon, Chiacgo. Other houses using
it are the Balaban & Kata Chicago, Uptozvn and Oriental; the Michigan, Detroit;
A. H. Blank’s Riviera, Omaha; Marks Brothers Marbro, Chicago; the Paramount,
New York; the Publix Missouri, St. Louis and others.

The framing light shield enables the projectionist to frame each reel before it
starts and is an important aid in relieving eye strain. The Golde device may be
attached to either reflector arc on high intensity lamps.

30

LETTER THEATRES SECTION OF

October 29, 1927

The BRENKERT “F-6”

Projectionists Appreciate
These Advantages

The man in the projection room is the first to appreciate the
many advantages of the Brenkert arc burner illustrated
above.

It has a full 16" trim of carbon,
which enables the projectionist to
set the carbons once, with no re-
trim necessary, for carbons are fed
by a reliable, automatic arc control
of proven design.

The carbon holders have a i" bear-
ing surface, insuring perfect align-
ment over their full travel.

There is an automatic tension grip
on the positive carbon, that permits
instant carbon replacements.

A positive locking pin type clutch

on the arc control instead of the
less dependable friction clutch.

A focusing indicator insures accu-
rate positioning of the crater.

The large diameter mirror of excep-
tional optical qualities is especially
constructed for the Brenkert “F-6"
Dissolving Slide Projector.

All parts are substantial and
scientifically engineered.

Write for complete information
and prices NOW

Distributed in the United States by the NATIONAL
THEATRE SUPPLY COMPANY; in Canada by Theatre
Supply Dealers

BRENKERT LIGHT PROJECTION CO.

St. Aubin at West Grand Blvd.

DETROIT

PROJECTORS 6- EFFECTIVE
LIGHTING ~ DEVICES

»E POSITIVE
CONTROL
OVER YOUR

STAGE
■■"iji CURTAINS
WITH THE
INDEX
FINGER

JUST THINK OF IT!

You can control any curtain by merely
pressing one button.

You can operate any curtain on an All-
Steel Track NOISELESSLY!

V alien Does It

VALLEN ELECTRICAL COMPANY

Have you received
your 1927 "Quiet
Book”? It’s Dif-
ferentI

225 Bluff St.,
Akron, Ohio,

U. S. A.

Sentry Safety
Device

(.Continued from page 24)

tion. Both have been recently enlarged
and we will not stop at two.

“Our installations started in our home
neighborhood of Philadelphia; to date
the great majority of our installations
have been in that district. The Stanley
Company of America was our first big
customer; today every one of their thea-
tres is equipped with Sentry Safety Con-
trol and we have a standing order to
equip each theatre they build or buy.
The Comerford Circuit in Pennsylvania,
the Wilmer & Vincent theatres and many
other circuits quickly followed suit. At
first, as I have said, most of our business
was done in the Pennsylvania region;
the last few weeks, however, have
brought contracts for installations from
such widely separated points as Califor-
nia, Chicago, Atlanta, Portland.

“It is only recently that we perfected
distribution arrangements to give na-
tional service; we concluded an agree-
ment with the National Theatre Supply
Company to act as our agents. It may
interest theatre owners in general that
this concern showed their confidence to
an extent of placing an initial order for
10,000 units of Sentry Safety Control.

“It is a good deal less than a year
that the Sentry Safety Control has been
actually available to any theatre owner.
It is less than a month that it has been
available outside of the limited district
served by our Philadelphia office.

“The Sentry Safety Control is not for
sale. We ask no theatre owner to make
any capital investment in taking advan-
tage of its protection, nor will we accept
any. Its uses are available only on a
leasing basis on the flat rate of $2.50 per
week per machine. This means if a thea-
tre has two projection machines, the
weekly charge is $5; for each additional
projector, add $2.50.

“We have met some objection to the
rental plan; we have been told by some
exhibitors that they would pay almost
any price in reason in an outright sale,
but they would not listen to any rental
plan. We are adamant on the rental
plan for the reason that it insures our
right to regularly inspect and service the
device. We stake our reputation on the
fact that it is automatic and unfailing
and we must reserve the right to keep
in touch with it.

“The merit of the Sentry Safety Con-
trol is best indicated by the action of
the insurance people toward it. The de-
vice is so positive in its action that the
insurance companies have agreed to poli-
cies covering ignition of film, protecting
booth equipment against fire.

“I am myself an exhibitor. I opened
Dazzleland in Philadelphia in 1904 and
have been an exhibitor ever since. I be-
lieve I have been as much a part of this
business in the division of threatre own-
ership and management as any individual
in the business today; I understand the
exhibitor’s problem; I know his enthusi-
asms and prejudices. I understand thor-
oughly the occasional objection to leas-
ing the Sentry Safety Control, but I am,
nevertheless convinced that it is the
soundest and safest way of distributing
and operating this invention at its great-
est efficiency. I cannot meet every ex-
hibitor who eventually will employ it,
but I do know that everyone I have
met and who has objected to the leas-
ing plan has been convinced by me that
it was the best wray. And, I ask you to
remember, I am an exhibitor, not a
salesman.”

I

Simplification !

That is the new note in theatre building. No
complex problems of construction, furnishing,
equipment, or service need now arise. National
Theatre Supply Service takes all details off your
shoulders, under a single Complete Contract.

One centralized management takes your
plans and from the four bare walls, handles all
details, and turns over to you the finished the-
atre, ready to open for business. All fixtures,
furnishings, and mechanical equipment speci-
fied, inspected and Q.k.’d by experts.

Only such a vast organization of men, money,
and material, serving the nation from thirty-
one points of vantage, could render so com-
plete, so efficient, and so simplified a service!

At the same time, we are glad to have orders
for any equipment or any service, from a thumb
tack to an organ, from selecting the right lobby
display signs to the complete contract men-
tioned above.

Call on us for any need.

Rational Qftieatre Supply Company

Only products of recognized merit
distributed through National
Service.

Offices in all
Principal Cities

Read the announcements of firms
we represent in this insert. Watch
for others.

¥

THE

DISSOLVING STEREOPTICON
ATTACHMENT

IT is now over SIX MONTHS since the manufacturers of Peerless Reflector Arc Lamps
introduced for the first time a reflector arc lamp dissolving stereopticon. During
that period over seven hundred (700) theatres have availed themselves of the advan-
tages they made possible and the savings they afford over the cost of a separate stereop-
ticon equipment.

In the Peerless Dissolving Stereopticon Attachment you have an automatically fed arc
lamp and an instantaneous change from a motion picture projection to a Dissolver with
out extra wiring or generator equipment.

Dissolving stereopticon views and pleasing lighting effects are now possible without the
installation of separate equipment.

The PEERLESS Dissolving Stereopticon Attachment opens a wide field of projection possi-
bilities for the theatre now using PEERLESS Reflector Arc Lamps as well as those con-
templating the purchase of new equipment.

Remember please there are more PEERLESS Reflector Arc Lamps in use than the com-

bined total of all other makes put together. That to avail yourself of the great advantages
reflector arc lamps afford, PEERLESS must be your choice, and after you have thought
the matter over and have made direct comparisons we then ask

WHY HAVE LESS?

Have you written for our new catalogue ?

Distributed by the National Theatre Supply Co.

Exhibitors

are impressed

by them

That it is built
in the world’s
largest and most
complete plant
devoted exclu-
sively to pipe
organs

That it is favor-
ably known by millions
and millions of theatre-
goers; that its reputation
is nation-wide.

That it is built by a
company which
has been en-
gaged in pipe
organ build-
ing for 287
years.

i

That it is adop-
ted by many of
the outstanding
organists in the
world and praised
by most of
them.

That it is absolutely
guaranteed as to perfec-
tion of mechanical action,
developed along the latest
scientific principles.

That
it is unpar-
alleled for its
scope of sound. Thous-
ands of screen actions
may be interpreted by
the organist at a Kil-
gen Wonder Organ.

That it is dis-
tributed by the
NationalTheatre
Supply Company,
assuring intelligent
factory service from
every branch office
of that institution

That

it is now
enjoying its most
successful year since its
inception almost three
centuries ago; and this
success has been built
on its performance.

GEO. KILGEN & SON, Inc., 4016 N. Union Blvd., ST.EOl IS.l .S. A.

POWER’S NEW FILM GATE

POWER’S PROJECTORS

I congratulate the com-
pany upon the improve-
ment. Not only is it a
most excellent bit of con-
structive work, but also
it is a thing that wets bad-
ly needed. I would advise
all owners of Power’s
Projectors to secure
gates for their projectors
as soon as they are avail-
able.

F. H. RICHARDSON

NEW FILM GATE ASSEMBLY
WITH LOWER FIRE SHIELD

POWER’S DIVISION

INTERNATIONAL PROJECTOR CORPORATION

90 GOLD STREET NEW YORK

October 29, 1927

EXHIBITORS HERALD

31

This picture
shows the large
parking space ad-
joining the
T eatro del Lago.

lies within the

About 20 miles

North of Chi-
l cago, between
the villages of Wil-
mette and Kenil-
worth, 111., is
situated one of the
most unique thea-
tres, from the
standpoint of con-
struction, design, lo-
cation and patron-
age, to be found in
the country, or per-
haps the world.

It is the Teatro
del Lago situated
not much more than
a stone’s throw from
the shores of Lake
Michigan, as its
name will tell you,
for when translated
into English it means
“theatre of the lake.”

The land upon
which it sits is called
No Man’s Land for it
boundary of neither village. Before the
theatre was built, the land was vacant and
grown over with weeds. Now it is fai
from being a. no man s land, and could
much better be called the rich man s recre-
ation center, for the community upon the
edge of which rests the theatre is inhab-
ited by one of the wealthiest groups of
people in the country, and this group forms
the patronage of the theatre.

A large concrete parking space on either
side of the theatre has been provided to
accomodate the cars of the theatre s pat-
ronage, and any night you can see a dis-
play of motor cars here that would put the
New York and Chicago automobile shows
to shame. Practically 100 per cent of the
patrons come to the theatre in cars, and
the parking space, accommodating 720 cars,
is usually filled.

Put this theatre in the heart of Spain and
it would fit ideally into the landscape, for
it is Spanish from one end to the other, the
architecture being of the Spanish mission
type. The theatre forms a part of a
group of buildings constructed as one pro-
ject, and the whole group has the same
charm of simple Spanish Mission architec-
ture. Driving along the lakeshore on
Sheridan road, one comes upon this little
community of Spanish buildings unexpect-
edly and the surprise is more than pleasant.
The charm and delightful beauty of the
spot makes one wonder if he is really in
Illinois.

In the group there are a filling station,
and a series of buildings in which you may
find a beauty parlor, a drug store, a real
estate office and a decorator’s shop, all of
which have been given the same charm of
Spanish architecture. But the most promi-
nent of the buildings is the theatre which
stands to itself across the street from the
others. At night it stands out in bold re-

Teatro del Lago
is one of most
unusual enter-
prises in motion
picture industry.

A Theatre Which Stands
as the Nucleus of
a Community

Teatro del Lago in suburban Chicago is unique project

By WILL WHITMORE

lief in a blaze of floodlighting that illumin-
ates the surrounding area. Above the mar-
quee the name of the theatre is spelled out
in the glowing amber of tube lighting.

The tile roof, the white stucco walls, the
small windows with double wooden-shut-
tered windows are a few of the details of
the Spanish architecture that heighten the
beauty of the theatre exterior. But it is the
simplicity of the entire theatre both inside
and out that gives it its rare beauty and
charm, and throws it into such uncompro-
mising contrast with the motion picture
palaces of downtown Chicago. It is all a
pleasing simplicity that rests and soothes.

Opening one of the six front doors of
the theatre, one passes directly into the
lobby which runs the entire width of the
theatre. In this lobby, with its tiled floor,
are a number of display cases, and the box
office sits in the center of the inside wall
of the lobby. Having the box office in the
interior gives shelter to patrons during
inclement weather. From the lobby you
pass into the foyer, which also runs the
width of the theatre. The walls of the
foyer are of buff colored craftex with a
surface duplicating the walls of old Span-
ish houses. A small cove runs the length
and breadth of the foyer just helow the
arched white plaster ceiling. Hidden in
this, are banks of blue, red and amber
lights which illuminate the ceiling. At the
left end of the foyer is a narrow iron
stairway leading to the balcony. Quaint
Spanish furniture gives ample resting
places for patrons in the foyer.

Passing into the main auditorium which
with the balcony seats 1,324 persons one
gets a new realization of what can be ac-
complished with four walls. The two side
walls were constructed merely as blank
walls without a single opening or recess,
but built onto the surface of these walls
are what appear to be Spanish windows.

Small leaded mir-
rors form the panes
of the windows, and
below the windows
and protruding from
the walls are small
iron balconies. At
either side of the
windows hang: beau-
tiful lanterns of
brass.

At the sides of the
proscenium arch are
the grilled organ
windows with small
balconies. Draped
on these balconies
are beautiful Span-
ish shawls that add
just enough of color
to the interior. Dur-
ing the performance
the sturdy beamed
ceiling is just dis-
cernible in a faint

crimson glow of
light coming from
concealed flood lights in the balconies of
the windows on either wall.

The woodwork of the theatre has been
decorated in blue, Spanish green and

orange, and the color harmony is remark-
able. All decorations were executed by
Ernest von Ammon of Chicago.

Going into the projection room one will
find one of the most efficient and well ar-
ranged projection rooms t© be found in the
country. The three projectors were fur-
nished by Simplex. Other equipment in
the theatre includes a B. F. Reynolds ven-
tilating and heating system, a Manusa

screen, a Kilgren organ, Burke Newton

motor generator, and the seats were fur-
nished by Haywood-Wakefield. Edwin H.
Clarke was the architect.

The theatre is ideally styled for the class
of people who make up its clientele. The
appeal of its simplicity is probably the only
way in which this class of people who have
all the luxuries that wealth can afford in
their homes, could have been reached. The
Teatro del Lago is a remarkable testimony
to the fact that theatres must be built to
suit the taste of the people to whom it must
cater. A deluxe palace with a gorgeous
display of color and finery in this com-
munity would be snubbed as though it were
a pest house.

But when it comes to pictures the patrons
do not care for the pictures that one would
expect of them. Tom Mix is one of the
best drawing cards and “Casey at the Bat”
holds the house record.

Made Apollo Manager

Frank C. Templin of Detroit, Mich.,
has succeeded Mack McCarty as manager
of the Apollo theatre at Huntington, Ind.,
which recently was' purchased by an Ohio
theatre syndicate. Mr. Templin has been
with theatres both in Indiana and Michigan.

32

BETTER THEATRES SECTION OF

October 29, 1927

The Teatro del Lago

Exterior views of the novel theatre of Spanish design which stands in “No NLan s
Land ” in the suburban district of Chicago. Details of house are given on ftage 31.

A Theatre Community

Located on Chicago s North Shore, the T eatro del Lago grouft of buildings is one of
most unique in country. It is truly a theatre community . Edwin H. Clarke, architect.

34

BETTER THEATRES SECTION OF

October 29, 1927

PAINE EXPANSION SHELLS

For Anchoring Opera Chairs to Concrete Floors

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THE PAINE COMPANY

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Chicago, 111.

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New York, N. Y.

Type No. 2

Service they can SCC

Much of the service you render your
patrons passes almost unnoticed, but
the service the Brandt Automatic
Cashier gives them at the box office
is doubly impressive because they

can see it. S' Pres£

ONE KEY

theatreViodel

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* ^ ' '' w INSTANTLY J

(O With the Subtracting Keyboard Brandt

^ Automatic

delivers correct change in less than a second direct to . Cashier Co.

. kt • • , A Dept. A

the patron. No impatient waiting, no annoying mis- <y* * Watertown,

takes. Ticket seller presses-only-one-key, corre- S Wis.

sponding to the price of the ticket. Automati- Please place

cally the Brandt's subtracting keyboard wi4 us on thirty

makes the right change. Mental calcula- ^ayl, ^ trial

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tions are entirely eliminated mistakes Cashier. It is, of course,

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wonder the Brandt has nearly A a\>ve accept the trial without

40 000 users CoS' obligation or expense.

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Uses Z BRANDTS

The Theatre — a
Community Asset

( Continued, from page 10)

fact that these theatres only run in the
evening and that the only time the stores
in a city of this size are open is on Satur-
day evenings. However, I believe that any
town without at least one or two motion
picture shows, is strenuously handicapped.

We have two motion picture theatres in
Stillwater, both owned and operated by the
same concern and from all appearances
they are doing very well and making
money.

Pittsfield, Mass.

By S. CHESTER LYON
Secretary, Chamber of Commerce

It is hardly to be questioned that cer-
tain types of retail stores are benefited by
the proximity of a moving picture theatre.
It is not easy to demonstrate this in Pitts-
field as most of the theatres are in the
retail business district where there is a con-
stant volume of trade. Drug stores, cigar
stores and the like, have a considerable
after-the-show business, and there may be
an acceleration of trade in other lines, al-
though this can hardly be defined.

I am convinced that the motion picture
theatre attracts people to the city. They
come from neighboring cities and towns in
considerable numbers and I think that this
is probably where our merchants benefit,
as these visitors combine business with
pleasure and shop while here.

Our theatres operate six days in the
week, two or more performances daily and
at least one is given special license to
operate on Sunday.

St. Joseph, Mich.

By RAY W. DAVIS
Secretary, Chamber of Commerce

We have one theatre in this city, managed
by the Butterfield organization, which has
a’ capacity of about 800, gives moving pic-
ture shows every night and matinee once
or twice a week.

The operation of this theatre at
night naturally increases the busi-
ness of nearby merchants who are
in the habit of keeping their stores
open evenings. We also believe
that other stores receive consid-
erable amount of good advertising
from show windows.

There is no question but that good the-
atres are a beneficial influence for local
business conditions.

Kirksville, Mo.

By E. L. BARNES
Secretary, Chamber of Commerce

In cities of our size I do not feel that
we get a large amount of business through
this drawing power.

An up-to-date theatre, in my opinion, is
a good asset to any town and indirectly the
town profits very much.

Kirksville is a city of 11,000 people and
located a large distance from a good the-
atre town, therefore, we do get a large
number of patrons from the smaller towns
at the evening shows.

Muscatine, la.

By C. E. FOX

Secretary, Association of Commerce

Replying to your inquiry in regard to
the service Muscatine is receiving from
motion picture houses, be advised that Mus-
catine is well taken care of in this line,
having four motion picture houses, two of
them situated in buildings specially built
for their purpose and all operating seven
days a week.

There is no doubt whatsoever
in my mind about the trade a mov-
ing picture house brings to a city.

October 29, 1927

EXHIBITORS HERALD

35

I believe that all of out merchants
would regret very much to be
without this kind of amusement.

Neodesha, Kan.

By F. E. FOSTER
Secretary, Chamber of Commerce

With regard to our thoughts on the value
of motion picture theatres : It is our opin-
ion that a good motion picture theatre is a
real asset to any community in attracting
the people to town and the business of the
nearby merchants is very greatly increased.

Of course, the amount of good a motion
picture theatre can do and the influence
it wields is very greatly controlled by its
manager, but a real live wire wields a
mighty influence both industrially and edu-
cationally.

We have two theatres in our little city
of 5000, one operates daily and the other
three times a week.

Bessemer, Ala.

By L. L. VANN
Secretary-Manager, Chamber of
Commerce

It has been our observation that a good
motion picture theatre does promote busi-
ness development of our district.

We believe that a motion picture theatre
does attract people to the neighborhood.
Also reflects in business circles.

Our theatres are open six days each
week.

Rockland, Me.

By CHARLES G. HEWETT
Secretary, Chamber of Commerce

Replying to your questionnaire relative to
the effect of the motion picture industry
upon business conditions.

1. The motion picture theatre
certainly does piny a prominent
part in the business development
of the city. We find that first class
theatres will draw people to this
community from a radius of 10 to
15 miles.

2. There is a marked increase in busi-
ness to restaurants and light drink vendors.

3. Theatres operate six days a week in
this city.

Alexandria, La.

By GEORGE C. MERKEL
Secretary-Manager, Chamber of
Commerce

We have one large photo stage, and a
number of other photo stage theatres in
Alexandria. These theatres operate seven
days per week and are fairly well patron-
ized during the afternoon performance.

Whether the theatres bring increased
business to the merchants or whether the
advantages of Alexandria as a retail market
bring people to the city who patronize
these theatres, is a question which I am not
quite ready to answer.

Danville, 111.

By ALLAN T. GORDON
Secretary, Chamber of Commerce

Your communication regarding moving
picture houses drawing trade leads us to
say that we believe our motion picture the-
atres draw people to Danville, and these
people naturally do some shopping.

This attendance has reflected an increased
business. Our theatres operate seven days
in the week.

Medford, Mass.

By P. G. DESMOND
Secretary, Chamber of Commerce

In reply to your letter relative to the
influence of the motion picture theatre on
the business of local merchants and neigh-
borhood, from personal observation I can
report the following:

One local theatre which has
been in operation for a number of
years, exhibiting motion pictures,
and at times vaudeville, closed
down this summer from July 1 to

was chosen by

Paramount Famous Lasky Corporation

for their new

Paramount Theatre

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Picture Quality Prompted the Choice

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Recent Installations:

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Majestic Theatre Ft. Dodge, la.

Cosmos Theatre, Gunthersville, Ala.
Princess Theatre, Albertsville, Ala.

Opera House Windber, Pa.

Strand Treatre Zelienople, Pa.

Citidal Theatre Bloomfield, Ind.

Malone Theatre Sikeston, Mo.

R. Flannery Richlands, Va.

Victory Theatre.. Blossburg, Pa.

Canton Theatre Corp., Canton, Pa.

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Chicago Illinois

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Send me descriptive booklet and names of users of the Repro
duco Theatre Organs.

Name

City.. State

36

BETTER THEATRES SECTION OF

October 29, 1927

H E R T N E R

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The well lighted theatre aisle is essential to the
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Cleve., O.

October 6 while the interior of
the building was undergoing ex-
tensive alterations. During this
period I learned from numerous
merchants in the locality near this
theatre that their business had de-
creased greatly while the play-
house was closed, and all were
looking forward eagerly to the
time when it would again be in
operation so their business would
be revived. Since this theatre has
opened up again, the general busi-
ness of these merchants has im-
proved very much.

There is another theatre under construc-
tion at the present time, and the feeling
locally seems to be that when it opens up
a greater number of people will come down
to the center, which of course will react
decidedly to the benefit of the storekeepers.

There is no doubt in my mind as to the
value of a motion picture theatre attract-
ing the people to the neighborhood. At
the present time, the majority of the
American public seem to enjoy attending
pictures rather than plays, and of course
the picture prices conforming more closely
to the limit of the average person’s finances
make the latter a much sought relaxation.

The theatres in this city operate six days
a week.

Trusting that this short outline may be
of some assistance to you in compiling
statistics with reference to this industry.

Dover, Del.

By G. LESLIE GORDON
Secretary, Chamber of Commerce

My ideas in reference to the motion pic-
ture theatre in promoting the business
development of our city are :

It undoubtedly attracts some good cus-
tomers to our stores.

This is reflected in the increased business
among the merchants.

We have two theatres. The Opera House
operates every day in the week but Sunday.
The Temple theatre on Friday and Satur-
day nights only.

Valdosta, Ga.

By J. M. ASHLEY
Secretary, Chamber of Commerce

It is the opinion of the writer that the
moving picture theatres in Valdosta are the
means of attracting many people from
neighboring communities to this city, and,
in this way, are quite an influence in pro-
moting business.

In a town the size of Valdosta the ad-
vantages of having a business in the neigh-
borhood of a theatre is not appreciable.

The three theatres here operate six days
in the week.

Moorhead, Mo.

By D. A. CALDWELL
Secretary, Chamber of Commerce

On Monday the contract will be let for
a new $75,000 theatre to be located across
the street from this office in the city hall.
At present we are being served by one
small house.

As Sunday shows are legal here, and not
across the river in North Dakota, we ex-
pect the 35,000 people in our urban area
to patronize the new house. The building
this summer of 20 miles of 18 foot con-
crete pavement in this country east of here
on U. S. No. 10 should make it easy for
large numbers of rural people to attend
the shows. This is the Clay county seat,
with no other town over 1500 and a county
population of over 22,000. We have an
estimated population of 7,500 and are grow-
ing rapidly having added 88 new families
in the past 90 days. Two local colleges
have 1,000 students. Across the river is the
North Dakota Agricultural College and

October 29, 1927

EXHIBITORS HERALD

37

Experiment Station with an equal number
of students.

I am enclosing a picture of the
site of the new building and one
of the achitect’s drawings. J. E.
Nason, St. Paul, is the architect
and McCarthy Brothers, the build-
ers. Our organization sold $40,000
of 5-15 year bonds locally. The
seating capacity will be 800.

If you desire additional information we
will be glad to hear from you.

Fort Myers, Fla.

By A. A. COULT
Secretary, Chamber of Commerce
The moving picture theatres in Fort
Myers operate afternoon and evening dur-
ing week days and on Sunday afternoons.

One of our theatres closed for
several weeks during the summer
to make some alterations and im-
provements and the merchants in
that immediate vicinity com-
mented upon the decrease in busi-
ness while the show was closed, as
it is located at back end of a block
long arcade and very few people
passed the show windows in the
arcade while the house was closed.

Peru, Ind.

By F. B. LAMSON
Secretary, Chamber of Commerce

I am of the opinion that a city that has
not got an outstanding motion picture the-
atre is greatly handicapped in securing a
proper portion of trade from the rural
territory where these attractions exist in
competing cities.

I do not think of the motion picture
theatre as an asset except on Saturday
afternoons and evenings which is the usual
trade day for our rural population. /
do regard the motion picture theatre as
one of the recreational facilities which
every city should have to add to the con-
tenment of labor.

Our Theatres are open for matinee and
evening performances each day of the
week, including Sundays. I am of the opin-
ion that if motion picture theatres in the
smaller cities of the country would dis-
pense with their Sunday evening pro-
grams but not their Sunday matinee pro-
grams that they would meet with a lesser
degree of opposition from the church peo-
ple of the city.

Libertyville, 111.

By W. E. HARDIN
Secretary, Chamber of Commerce

In answer to your inquiry of recent date,
will advise that as far as this locality is
concerned, my experience is very limited.

It has, however, come to my attention
that people are attracted to a city by its
shows. Amusements are demanded and
the city that has the show draws the crowd.

This naturally reflects itself on the local
business, as many patrons from a distance
will buy merchandise of different char-
acter, while they are in the ctiy. It may be
a dinner or shoes, clothing, cigars, etc.,
but at the end of a year, if it were pos-
sible to completely check sales it will be
found that the show is responsible for
thousands of dollars worth of extra busi-
ness.

Our local theatre operates seven days a
week.

Wauchula, Fla.

By LUELLA B. GOTT
Secretary, Chamber of Commerce

We have had a good moving picture the-
atre in Wauchula for the past several years,
and I will venture to say that it is a good
drawing card. Our theatre (there is only
one, and I think that is all there is room
and business for yet) shows excellent pic-
tures. For instance, we saw “The Big

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38

BETTER THEATRES SECTION OF

October 29, 1927

You are judged
by h is appearance

YOUR doorman or usher does not
come in for criticism because of
faulty appearance. Your patrons charge
that up to you — cold. These men give
the first impression of you, your organ-
ization, and your theatre — and first im-
pressions are lasting ones.

Maier-Lavaty quality built uniforms
safeguard you in this important part of
your business They immediately in-
still in the patrons’ minds the feeling
that care, discrimination and showman-
ship are paramount characteristics of
the management. Maier-Lavaty uni-
forms are used by the Orpheum Circuit,
and many other prominent theatres.
From our large assortment of fabrics
we can meet your every requirement
for quality and smartness at remarkably
low prices.

Write for our illustrated catalog
showing a full line of smart fall and
winter uniforms. We will also send
samples of materials without obliga-
tion. Ask how we service uniforms
right in your locality.

MAIER-LAVATY CO.

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| 2141-45 Lincoln Ave., Chicago, 111.

Please send me, without obligation, your I
Fall and Winter catalog together with
samples of materials.

L

Name

Theatre..
City

.State

_l

Parade” a couple of weeks ago, and “Ben
Hur” shows next week.

South Florida, unlike most Northern and
Eastern territories, has only a fair-sized
town or city every 25 miles or so, along the
railroad, and away from this, towns are
much more scarce.

I should hate to have this small city
without its picture theatre, though just
now business being pretty dull is reflected
in this as well as other business. However,
soon our fruit and vegetables will begin
to move, and then money will be much
more plentiful. Our theatre is open every
day. Sometimes when there is an especially
good picture there is also a matinee. We
could show you some fine farming territory
and crops to feature in a Florida picture,
educational or otherwise,

New Orleans, La.

By WILSON S. CALLENDER
Publicity Secretary, Chamber of
Commerce

We have noticed wherever a neigh-
borhood picture show opens, a group of
small stores immediately follow it into
the neighborhood, and while we have no
direct information, we consider this trade
good evidence that business must de-
velop from moving picture shows.

Theatres in New Orleans operate
seven days in the week.

Paducah, Ky.

By C. W. CRAIG
Secretary, Board of Trade

For some time past the writer has
observed a value of the motion picture
on local business, especially in a retail
way. However, for a number of years
this city has enjoyed picture shows
about equal to the average city of our
size, which is about 25,000; during last
April the Columbia Amusement Com-
pany opened the Columbia theatre here,
showing the latest films, together with
the Vitaphone and many special added
features. This is the leading theatre of
the territory between Louisville and
Memphis and St. Louis and Nashville.
A great many people have been attracted
from outside Paducah by this theatre and
wc regard it as one of the greatest drawing
cards in Paducah.

Benton Harbor, Mich.

By JAMES H. POUND

Secretary, Chamber of Commerce

I do not think the absolute location of
a theatre has so much to do with the
retail location excepting as it forces
people by certain places of business.
The theatregoer at night, if forced to
walk several blocks through a retail sec-
tion before arriving at a theatre, is pretty
sure to take note of the window displays
and that being true, it is worth some-
thing to the retailer. Of course, the
automobile has changed a good deal of
that. However, we know locally that
a great many people still walk.

In reference to your third paragraph,
there is no doubt but what the city
which offers the best best line of amuse-
ment in attractive houses will draw for
considerable distances, and from towns
who have only mediocre playhouses. In
towns of our size, the theatre is of con-
siderable importance in drawing crowds,
because it is the outstanding daily attrac-
tion. The theatres here are run seven
days a week, excepting Sunday matinee.

Athol, Mass.

By DANIEL H. RICE

Secretary, Chamber of Commerce

The theatre in Athol operates six days
a week, being closed on Sunday.

If the theatre is a good one and the
pictures shown are worthwhile and
clean, there is no question but what it
( Continued on page 46)

It Just CAN'T Bo Torn

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Are You Planning a

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October 29, 1927

EXHIBITORS HERALD

39

Theatre Financing

By GEORGE S. FALKENSTEIN

Manager, Theatre Project Department, Magazmer, Eberhard & Harris, Architects, Philadelphia

The recent tremendous growth of theatre construction has
been confined in large part to the bigger centers of popu-
lation, and while many of the smaller towns have had new
structures erected, nevertheless there is a widespread de-
mand in hundreds of communities for up-to-date moving
picture theatres.

Many exhibitors who are now running more or less antiquated
playhouses realize this need and would welcome the oppor-
tunity of finding ways and means with which to erect new
theatres.

The moving picture business depends for its success upon its
appeal to the public and the response to this appeal is
measured by the quality of performance and the comfort
and appearance of the playhouse. In other words, the pat-
ronage of a theatre is increased in direct proportion to the
quality of the theatre.

A recent occurrence illustrates this point: The town in ques-
tion has a population of 5,000 and is very close to a metro-
politan district. This town had a theatre of 500 seats,
doing a fair business. The owner erected a new theatre of
1,100 seats, and not only has he done more than the ex-

pected amount of business in the new threatre, but has also
suffered no loss of patronage to the old theatre, proving
that he has not only drawn more customers, but that all the
customers are going more frequently.

There are a number of methods by which a theatre can be
financed The mortgage plan, whereby the owner gives a
mortgage is very desirable, but it is difficult to find financial
institutions who are willing to advance a sufficient propor-
tion of the value of the theatre, due to the fact that thea-
tres are one purpose buildings.

Another method is by the selling of a bond issue, whereby a
certain portion of the issue can be absorbed by the local
bank and the rest sold to local citizens. Another plan is to
secure a first mortgage from a financial institution and then
obtain additional funds by the sale of preferred stock at a
slightly increased dividend bearing rate.

A fourth plan which has had little attention and which suf-
fers considerable possibilities is the community plan where-
by the funds are raised by the business men and people in
( Continued, on page 43)

New Penn Enhances Architectural
Beauties of Pittsburgh

Although an effect of lavishness has been attained the theatre is restful in atmosphere

THE prestige of Loew’s and the
wealth of Pittsburgh’s architectural
beauties have been increased with
completion of the new Loew’s and United
Artists Penn theatre, designed by C. W.
and George L. Rapp of Chicago and New
York.

The distinction of this theatre is due not
only to its architectural features, but also
to the blending of qualities appealing to
opposite tastes in such a manner that,
paradoxical as it may seem, there is at-
tained an effect of lavish sumptuousness in
line, color and texture, and at the same
time a restfulness of atmosphere that
makes for perfect relaxation and enjoy-
ment.

As part of this project and adjoining the
theatre on the corner is a modern office
building of five stories with stores on the
street level and large restaurant space in
the basement. The exterior is of hand-
some terra cotta design in Italian renais-
sance period architecture and the steel has
been designed to carry 10 additional stories
of offices. The carved arch over the main
entrance on Sixth street and the dignified
Penn avenue facade of the theatre add to
the distinction of this building, which is a
fast growing downtown district of Pitts-
burgh.

A magnificent illuminated marquee shel-
ters the entrance. On the theatre is a hand-
some sign 70 feet high by 10 feet wide,
with its hundreds of twinkling lights and
this stands out in orderly simplicity.

The poster frames on the exterior of the
theatre may be lighted in three colors,
working on dimmers and are used to em-
phasize the characters of the posters.

The decorative box office is in the center
of the main entrance having two cashiers
with two additional box offices in the front
lobby, giving the use of four cashiers at
all times when needed.

The colored vaulted Venetian ceiling in
the grand lobby is 50 feet in height, sup-
ported by massive ornamental columns. At
the end of the vista is the beautiful marble
staircase, leading up to a spacious mezza-
nine and balcony promenades which in turn

Kern Larkin of the sales pro-
motion staff of Bausch & Lomb
Optical Company, is a member
of band of Damascus temple of
the A. A. O. N. M . S. Recently
he was called to a band parade
40 miles from Rochester, N. Y.
Kept at the office by ftress of
business until late he was
forced to call upon a nearby
commercial flying company for
help. He dressed while dash-
ing to the field and climbed
abroad the plane ready to play.

permit entry to the various parts of the
auditorium.

The bases of the columns rest on, the
mezzanine floor and from the mezzanine
down the entire room is lined with Breche
opal and Levanto marbles. On either side
of this room exit corridors permit the
patrons an easy egress. Above and between
the floors are balconies from which an en-
chanting view may be had of the grand
lobby and staircase.

The ceiling is ornamented with allegori-
cal figures in keeping with the spirit of the
theatre, all beautifully colored and blending
into the side walls and adjacent surfaces.
From this ceiling are suspended two bronze
and crystal chandeliers of exquisite work-
manship. These chandeliers, with the sup-
plementary wall brackets, serve well to il-
luminate the drapes and hangings.

Adjoining the grand lobby is the grand
foyer, another space of magnitude, color
and height. This room is hung with large
crystal mirrors to give reflections to the
charming vistas and add to the feeling of
spaciousness.

The auditorium in its modern shape is a
departure from what has heretofore been
done in the way of theatre construction.
The design of this space is in Italian spirit
and is highly decorated. The ornamenta-
tion has been minutely studied for space
and harmonious proportion to the sides of
the auditorium, although the height is 85
feet above the stage.

The point of unusual interest is the dec-
orative treatment of the lower part of the
auditorium, or the section under the main
balcony, which is generally neglected and
ordinarily does not lend itseif to an effec-
tive decoration. In this space has been
introduced an entresole or mezzanine floor,
with 400 seats, of the overstuffed chair
type. This loge only slightly overhangs the
rear seats of the orchestra and extends
along the side walls of the auditorium
forming a golden horseshoe.

The main ceiling, of an ingenious archi-
tectural composition, is so designed to bring
( Continued on page 42)

40

BETTER THEATRES SECTION OF

October 29, 1927

Wealth of Beauty
in New Penn

Loew s and United Artists' newly opened
house in .Pittsburgh is the creation of
Raftfl and Raftft, architects, of Chicago
and New York.

The theatre is one unit of a modern
office building of five stories, with stores
on the street level and a restaurant in
the basement.

October 29, 1927

EXHIBITORS HERALD

41

Within the new Penn theatre are many
art objects of great value. These adorn-
ments enhance the beautifully decorated
and appointed house.

Throughout the house only the most
modern equipment has been installed.
The theatre as a whole adds perceptibly
to the architectural beauty of Pittsburgh.

A feature of the house is the decorative
treatment of the lower part of the audi-
torium. Spectacular lighting effects have
been provided for throughout.

42

BETTER THEATRES SECTION OF

October 29, 1927

DO NOT
EXPERIMENT

REYNOLDS EQUIPMENT

IS

TRIED, TESTED and PERFECTED

•y . 1 I f SHERIDAN ROAD AT NO MANS LAND

1 eatro CI61 L.agO BETWEEN WILMETTE AND KENILWORTH, ills.

Heating and Ventilating Equipment designed and installed by
“Reynolds” master craftsmen

b.f. REYNOLDS &co.

Est. 1881

118 West Ohio St. Chicago, Illinois

Use Movie Scrap Books

in your Theatres . . . and increase your Business

SEND

FOR

SAMPLE

NOW

BISHOP

PUBLISHING

COMPANY

(Not Inc.)

833 Dobson St.
Evanston, 111.

BISHOP PUBLISHING CO. (Not Inc.)

833 Dobson Street, Evanston, 111.

Gentlemen :

Send a sample of “MY MOVIE SCRAP BOOK,”
Gravure Sheets, Exploitation Plans and Quantity Prices

Name of Company

Office Address

City State

Number of Theatres Controlled

Signed Title....'.

The New Penn
Theatre

( Continued from page 39)

out the most spectacular colored lighting
effects and creates an atmosphere of vast-
ness which is enhanced hy the unusual side
wall treatment.

The proscenium arch is cove lighted as
the remainder of the auditorium is, giving
a superlatively beautiful effect.

Special attention has been paid to the
design and construction of the ventilation
and air conditioning refrigeration system.
In general the air is brought through open-
ings in one part of the house and drawn
off through openings in another part by
blowers and fans.

In certain parts of the building, such as
corridor and passageways, the air is intro-
duced through grills in the side walls. By
a complete system of ducts, fresh air is
delivered to all parts of the auditorium and
to each room and space. All the air is
brought into the house through a washer.
The Carrier system is used.

The stage is equipped with every modern
appliance. The rigging is of the full
counterweight and track system. The fire
curtain is of the rigid type, having a steel
frame covered on both sides with asbestos
board and motor driven. The stage light-
ing effects are of the most modern type.
The switchboard on the stage is of the
remote control, full master type, every
light on the stage and in the auditorium
controlled by this board with dimmers on
each circuit. There is a private elevator
to the dressing rooms, which have showers
on each floor.

The organ chambers are located on either
side of the proscenium arch, and the grills
are of an especially beautiful motif, hand-
somely draped and forming a beautiful
illuminated feature of the stage. The organ
is of the orchestral unit type, a Robert
Morton, with console that can be raised,
turned, and lowered into the pit.

The furnishings of the theatre are in
keeping with the different periods expressed
in the various rooms, and the highest type
of imported materials have been procured.

Art objects of great value and interest
are placed at vantage points and handwoven
rugs adorn the public rooms. The drapes
are red and gold, done in an imported
damask, and hung in archways, and at the
organ screens. A magnificent velvet and
silk valance, heavily embroidered in gold,
is hung from the proscenium arch, with
harmonious curtains, trimmed with an or-
nate galloon, with silken fringe.

The wall coverings are of silk damask,
which is a reproduction of an old piece of
fabric from a famous museum in Italy.

The following concerns helped build or
equip the theatre :

Organ, Robert Morton.

Cooling system, Carrier.

C. W. & Geo. Rapp, architects.

Stage equipment, elevating pits and organ
console, Peter Clark.

Cement covers and windbreakers, A. Ma-
maux & Son, Pittsburgh.

Ushers uniforms, Russell Uniform Com-
pany, 1600 Broadway, New York.

Electrical installations, Hess & Barton,
Pittsburgh.

Plaster effects, John Rowan Company,
St. Louis, Mo.

Construction, Boaz-Kiel Construction
Company, St. Louis.

Marble, etc., Penn Marble & Mosaic Com-
pany, Inc., Pittsburgh.

Projection, National Theatre Supply
Company, Pittsburgh branch.

Ornamental iron, Roger Schmitt Iron
Works Company, St. Louis, Mo.

October 29, 1927

EXHIBITORS HERALD

43

Better Theatres
Letters

( Continued from page 14)

low prices, when in this country the cheap-
est kind of a suit case projector costs the
wholesaler more than Japan pays for all
of her projectors, and professional projec-
tors sell second hand for never less than
$300 and new ones up to over thousand
dollars each resale.

Either we are not good buyers in United
States or somebody is buying through the
back door of our factories or the govern-
ment statistics are not correct, and it be-
hooves somebody to explain to the dealer,
distributor and user of motion picture pro-
jectors in United States how this big dis-
crepancy comes about, as I am sure every-
body will agree with me that the analysis
of the report by the Department of Com-
merce is startling to say the least.

The average price received for projectors
exported during 1927 would be just about
the present price of a suit case or small
portable projector to the largest distributor,
but there must have been sold professional
projectors during this period and for these,
as we know, the mechanism alone retails in
the United States' for about $400 each and
the complete projector as stated for around
thousand dollars, so that there must be
a big discrepancy or a mistake somewhere.
— J. H. Hallberg, Electrical and Research
Engineer, New York City.

Theatre

Financing

( Continued, from page 39)

the community and their interest aroused
through the fact that they are having an
improvement that is not an individual
business venture, but of importance to
the entire community.

In this manner the exhibitor who
leases the theatre is sure of whole-
hearted support inasmuch as his patrons
are in a certain sense his partners.

One obstacle to be surmounted by the
use of this method is the first approach
and enlisting sufficient persons of local
importance to aid in the project. Ex-
hibitors who contemplate having re-
course to the community method of
financing are advised to prepare them-
selves with sufficient preliminary draw-
ings so that prospective investors can
more readily visualize the proposed im-
provements.

A plan should be made showing the
number of seats, exterior appearance
and an estimate of the cost of erection
obtained. There should also be prepared
a financial set-up showing estimated
revenues and expenses. With this in
hand, the exhibitor has a definite propo-
sition that can stand investigation and
should be attractive to any investor.

Automatic Adds Plant
to Handle Big Output

Automatic Devices Company, Allen-
town, Pa., has found it imperative for
the second time in less than four years
to increase its factory facilities. This
month production was started at the
company’s new plant at 1139 Maple
street on A. D. C. Automatic Curtain
Control machines, Roll E-Z curtain
tracks and Stabilarc Generator panels.
Production of the Stabilarc motor-gen-
erator continues at the Newark, N. J.,
factory.

There is space available at the new
plant for future additions.

The “HC” Type H. I. R.
High Intensity Reflector Arc

For Motion Picture Projection

HALL & CONNOLLY, INC

129 Grand Street

New Y ork City

Perfectly
Cued
Pictures
Mechanically !

The

Selector

Duplex

Organ

With a combined volume and tone equal in entertainment value to many higher
priced instruments, the Nelson- Wiggen Selector Duplex Organ instantly solves
the music problem of many theatre owners. And it’s moderately priced !

The Twin Tracker Roll

(2 Rolls in 1)

Equipped with the Twin Tracker Roll (2 rolls in 1), an exclusive Nelson-
VViggen feature, your pictures are cued perfectly. The roll has no rewind —
plays indefinitely. Popular on one side — Classic on the other.

Fill out the coupon and let us give you
full details. No obligation on your part.

I

J NELSON- WIGGEN CO.

NELSON-WIGGEN PIANO
COMPANY

1731 Belmont Ave.

Chicago, U. S. A.

8 1731 Belmont Ave., Chicago, U. S. A.

a Name

J Theatre

j City

i State

44

BETTER THEATRES SECTION OF

October 29, 1927

One of Georgia’s Finest Opens

Gortatowshy Brothers new Albany theatre ?s the first steel frame building to be
erected in that city. This 1,800 seat house is of the arcade tyfie.

October 29, 1927

EXHIBITORS HERALD

45

New Steel Frame
House Opened by
Gortatowsky Bros.

The latest and most important of the
several theatre enterprises controlled by
Gortatowsky Brothers has just been
opened at Albany, Ga.

Situated on Jackson street in the heart
of town the Albany has a frontage of 62
feet and runs the full depth of the block.
It has the distinction of being the first
steel frame building in the city. The con-
struction is of steel, concrete hollow tile
and brick and is of the arcade type pro-
viding attractive shops on each side of the
entrance, each of which gives on the
arcade.

Surmounting the entrance is a handsome
marquee 60 feet long and 12 feet deep.
It is brilliantly illuminated with more than
1000 incandescent lamps. Above the mar-
quee is a brilliant ' vertical electric sign
with the name, “Albany.”

* * *

From the generously proportioned foyer
the entrance to the main auditorium leads
from the left, while from the right the
grand stairway rises to the mezzanine.

The Albany has a seating capacity of
1800 — -1200 on the main floor and 600 in
the balcony. It is the largest theatre in
southwest Georgia and one of the finest
in the state.

Since it was designed to accomodate
roadshows as well as pictures the stage
is of ample proportions — 76 by 48 feet. The
equipment includes counter-weight rigging
providing 40 sets of lines.

A commodious green room, attractively
decorated and appointed, is one of the
proudest features of the Albany. Below
the stage level are 12 dressing rooms,
shower baths, and all the most modern
conveniences of the most up-to-date the-
atres.

Particularly attractive is the mezzanine
with a long promenade reaching the full
depth of the balcony and giving entrance
from three sets of double doors to the
balcony and loge seats.

A special feature of the Albany is the
upper balcony for colored patrons. This
balcony is separted from the main balcony
by a decorated rail. A separate entrance
with its own box office is provided for
Negro patrons.

The woman’s lounge and men’s smok-
ing room are located on the mezanine floor
just off the promenade.

* * *

Roy A. Benjamin of Jacksonville, Fla.,
was the architect ; while D. L. D’Englere,
also of Jacksonville, is responsible for the
interior decoration.

Don Carlos DuBois, scenic artist, of
Atlanta, Ga., is credited with the stage
settings and cyclorama curtains, which are
conceded to rank with the most beautiful
anywhere in this section.

The seats, upholstered in artistic greyish
green imitation leather, and equipped with
nine-spring seats, are from Heywood-
Wakefield.

The $30,000 Robert-Morton organ re-
ceived the fullest measure of praise at the
opening. It has rich tonal quality, is ex-
ceptionally well voiced, and altogether
showed off to the best advantage with
H. L. Tallman at the console.

An unusual tribute paid the Albany the-
atre on its opening was the special 60-page
edition of The Albany Herald devoted
to the occasion and carrying an enormous
amount of advertising from various con-
cerns connected in some way with the
building and equipping of the house.

FOOTLIGHTS or SPOTLIGHTS

or any other lighting equipment
made by us will give all users the
utmost in service and efficiency and
every satisfaction anticipated.

LIGHT YOUR THEATRE WITH MADELITE and realize

Est. 1901

the wonderful quality in lighting equipment that is in use most
satisfactorily in De Luxe houses all over the country. We have
made stage equipment for eight years and know the needs of your
theatre to give you the right equipment at a
reasonable figure and guarantee abso-
lute satisfaction. We can serve
you well if you will let us.

Est. 1901

We a r
represented in
New York, St.
Louis, Minneapolis,
Omaha, New Orleans,
Seattle, Los Ang-eles, San
Francisco

Send for
our new
illustrated catalogue

BELSON MANUFACTURING CO.

804 S. Sibley St.
CHICAGO, ILL.

EDWARDS SHEET METAL
MARQUEES or CANOPIES

For use over entrances to theatres, hotels, cafes, store buildings, etc. A work of art
and they have the massive and ornamental appearance of cast iron, at but a fraction of
the cost. Furnished complete, easy to erect — Made of galvanized iron or copper in any
style or size desired. Shipped in largest convenient sections, with glass packed sep-
arately. Our large catalog showing complete line Marquises or Canopies, Balconies,
Cornices, Theatre Fronts, Signs, Skylights, Metal Roofing, Metal Ceilings and Walls,
etc., sent free on request.

The Edwards Manufacturing Co.

409-459 East Fifth St. Cincinnati, Ohio

The World’s Largest Manufacturers of Metal Roofing, Metal Shingles,

Metal Spanish Tile, Metal Ceilings, Metal Garages, Portable
Buildings, Rolling Steel Doors, Partitions, etc.

46

BETTER THEATRES SECTION OF

October 29, 1927

WHAT WE ARE DOING FOR
INDEPENDENT THEATRES

Spending Thousands of $ $ $ for Dies and Machinery to Make Parts
to Keep the Price Within Reach of the Small Exhibitor.

Note the Savings on Just a Few

Parts for Motiograph 1A, 100 2 D and Early Deluxe

DIO Intermittent Sprockets

..List Price

$ 6.50

Our Price

$ 3.50

D 6 Cam Shaft and Pin

List Price

16.00

Our Price

10.00

D 9 Star and Shaft

D1 1 Intermittent Sprocket

List Price

15.00

Our Price

9.00

Screws

List Price

.50

Our Price

.25

1 06 Sprocket, Upper or Lower..

List Price

7.00

Our Price

2.50

162 A Aperture Plate

List Price

2.50

Our Price

1.75

96R Tension Shoe

List Price

1.50

Our Price

1.00

Same Parts and Prices for XX Mo<

Parts for Powers Machines

6, 6A, 6B

del

667 Intermittent Sprocket

61 7 Feed and Takeup

List Price

$5.30

Our Price

$3.50

Sprockets

.List Price

3.00

Our Price

2.00

687 Aperture Plate

.List Price

1.60

Our Price

1.00

694 Tension Shoe

List Price

1.25

Our Price

.90

OTHER PARTS AT A DISCOUNT
PARTS FOR SIMPLEX MACHINES
SEND US A TRIAL ORDER AND BE CONVINCED
THE LARGEST AND OLDEST INDEPENDENT THEATRE SUPPLY HOUSE

MONARCH THEATRE SUPPLY CO.

1223 S. Wabash Ave. Chicago, 111.

WE HAVE NO BRANCH OFFICE

The Strong Reflector Arc Lamp

Manufactured by

THE STRONG ELECTRIC CO.

2501 Lagrange Street Toledo, Ohio

The Theatre — a
Community Asset

( Continued from page 38)
is of value to the town. However, con-
sidering the fact that the pictures are
shown on business nights, it has a ten-
dency to take the business away from
the stores.

Bozeman, Mont.

By L. E. HATHAWAY
Manager, Chamber of Commerce

We have in Bozeman two splendid
theatres running first class pictures and
I firmly believe they are big assets not
only to community pleasure and profit,
but a big asset to business and education.
Both theatres, the Rialto, A. M. Russell,
manager, and the Ellen, F. A. Boedecker,
manager, run only high class pictures,
with good music and have placed the
movies on a higher standard than is
usually found in many cities and towns.

In talking with the registrar of
Montana State College the other
day, he informed me that he had
no hesitation in letting his young
son attend the theatres here and
that the youngster was better
educated along general lines from
the travel and education pictures
than many college students who
were not attending the pictures.

The theatres run two shows each
evening with Saturday and Sunday
matinees.

From a business standpoint I know
that the theatres attract many people
to Bozeman and merchants profit as a
result. It is practically impossible to
find parking space on the theatre street
—the two theatres being opposite to
each other — and a great many of the
cars are from ranches and nearby towns.
The stores, except cigar, cafes, confec-
tionaries, all close at 6 o’clock, but it is
often that the places listed above are
crowded to overflowing, particularly
when a big special is being shown.

After finishing reading your letter I
picked up several of the county papers
and found the clippings that I enclose.
Many people drive in early and shop
before time to attend show.

Chelsea, Mass.

By HYMAN KAPLAN

Secretary, Chamber of Commerce

We feel that a motion picture theatre
does attract people to that particular
neighborhood which is reflected in in-
creased business among the merchants.

In Chelsea, we have four theatres
operating seven days a week.

[Editor’s note — The next installment of this
survey will be published in the next “Better
Theatres.’’]

Silver, Mark-Strand

Manager, Is Promoted

Moe Silver, general manager for New
England for the Mark-Strand theatres, has
been promoted to the home office in New
York. He is succeeded in New England
by A1 Newhall of Lynn, Mass., formerly
closely associated with Air. Silver in his
New England work and who is well known
as a successful exhibitor and manager.

Organist at Strand

INDIANAPOLIS. — Miss Robert Brag-
don has been named organist at the Strand
theatre here. She will succeed Miss Ade-
line Agnew, formerly of Anderson, Ind.,
who will become organist at the Keith
theatre. For more than a year Miss Brag-
don has been pianist for radio broadcasting-
station WFBM in this city.

October 29, 1927

EXHIBITORS HERALD

47

Emergencies in
the Theatre

(Continued from page 16)

Fireproof (?) Scenery

Although the scenery was pronounced
fireproof and firemen were on the job in
three minutes they found the stage of a
theatre a few years ago a blazing furnace
that required two hours to extinguish. The
fire occurred when the building was occu-
pied by only a few cleaners and was sup-
posed to have begun when a powerful light
exploded on the stage.

The old Academy theatre in Chicago was
set on fire a few years ago by sparks from
a burning building next door which flew
in through an open window.

An Example of Protected
Patrons

Patrons who had attended a large down-
town theatre one night were startled next
morning by accounts in the paper of a big
fire that had happened next door to, and
10 stories above, the theatre, while they
were enjoying the performance behind
soundproof, fireproof walls. A peculiar
twist given to the story made it appear that
the management of the theatre was negli-
gent and should have notified the patrons
of the fire. This is what happened: The
management, which knew of the blaze as
soon as the fire department was notified,
stopped selling tickets, quietly took down
all panic ropes, notified all service depart-
ment employes just what was taking place
and cooperated with the fire department,
which had the exposed portions of the
theatre, including the theatre roof, which
was below the fire, carefully guarded. No
trouble, of course, was experienced in the
theatre, but the newspaper story caused
considerable comment by the patrons, who

CONT-EL-ARC

The Modem Motor Generator
for Modern Pictures

Available in all sizes, for
series or multiple operation

Write for further particulars

CONTINENTAL ELECTRIC CO., INC.

Factory and Main Office

325-327 Ferry St. Newark, N. J., U. S. A.

ARCUS

COUPON

•BOOKS

AS BUSINESS
BOOSTERS

We have now on the press an in-
teresting, and valuable booklet • — •
“COUPON BOOKS AS BUSI-
NESS BOOSTERS’’.

It tells how to insure capacity
houses by selling books of tickets or
coupons to local merchants, newspa-
pers, laundries, manufacturers and
large employers, to be used as prizes
and premiums.

Shows how you can sell hundreds,
or thousands, of dollars worth of
coupon books — get your money in
advance and keep your house
crowded. Send for It!

Christmas Coupon Books

Write us for samples of our
Christmas Gift Coupon Books for
parents to give to their children, em-
ployers to employees, etc.

TICKETS

We are headquarters for all kinds
of theatre tickets — in any quantity.

Ask for our prices

The Arcus Ticket Co.

346 N. Ashland Ave., Chicago, 111.

HENNEGAN

PROGRAM

COVERS

The HENNEGAN Co.

Cincinnati, Ohio

Junk those
tin cans

and all the other hodge-podge you
are using to get a proper frame.
The Golde Framing Light Shield
assures the easy, accurate framing
of each reel before it is thrown on
the screen.

See your nearest
Supply Dealer

The GOLDE Mfg. Co.

2013 Le Moyne St. Chicago

48

BETTER THEATRES SECTION OF

October 29, 1927

Now ready

If you have a balcony type
theatre of the smaller size,
you can now have an Acme
that exactly fits your need.

for Any size theatre

Write for full details of this
new compact outfit.

i lVlTI LL

USHER. SIGNAL
SYSTEM

ACME

Electric Construction Co.

407 South Dearborn Street CHICAGO

7250

Get ’Em Going and Coming!

— a gay, happy audience, greet
them with the enticing fragrance
of

Hot Popcorn and Peanuts

and watch the extra nickels and
dimes pour in !

A KINGERY
POPCORN POPPER or
PEANUT ROASTER

is easily installed right in your
lobby — and the profit is big on
every bag.

Kingery machines are attractive
— built to occupy little space —
and require little attention.

W rite today for further information
— no obligation.

The Kingery Mfg. Co.

410 E. Pearl St. Cincinnati, O.

Dept. EH- 10

were led to believe they had been in danger,
and by the managers who, although par-
ticularly alert and equal to the occasion,
were intimated as not doing what they
should have done.

When a Nearby Building
Bums

A great deal of commotion was caused
in a large downtown theatre by a patron
who, seeing a small fire a few doors from
the theatre, purchased a ticket, rushed
into the auditorium and shouted, “The
building next door is on fire, get out, run
for your lives!” If you have a fire or
are any way involved in such predicaments
that are likely to get into the press be
sure to call the newspapers and have them
get the right slant on the story.

Kinebooth Fires

When a reel of film recently caught fire
and caused $2,500 damage to projection
room equipment the explosion was thought
to have been caused by a short circuit in
the electric wiring. Although flames were
darting out of the projection booth win-
dows a large crowd left in extremely or-
derly fashion.

Causes and Cost of Theatre
Fires in 1919

(Compiled by the National Board of Fire
Underwriters )

Exposure to nearby fires, $240,000, 17
per cent.

Unknown, $450,000, 32 per cent.

Miscellaneous, $125,000, 9 per cent.

Smoking and matches, $62,000, 4^2 per
cent.

Stoves, furnaces, boilers, $110,000, 8 per
cent.

Electricity, $110,000, 8 per cent.

Defective chimneys, flues, gas, hot ashes,
open lights, rubbish, petroleum, sparks from
machinery, etc., $301,000, 21 per per cent.

Safeguards Against Fire

Following are listed a few of the precau-
tionary measures to be taken :

1. Inspection of entire theatre
by fire, electrical, insurance and
building department inspectors.

2. Efficient alarm systems.

3. Automatic sprinklers.

4. Hand extinguishers.

5. Fire curtains.

6. As most fires have begun
backstage a great deal of precau-
tion should be used there. No
open flames, explosives, fireworks,
candles, matches or lamps should
be allowed. Automatic and man-
ually operated ventilating ducts
should be installed backstage.

7. Fire drills for ushers, em-
ployes and night cleaners.

8. Metal clad shutters, doors
and wire-glass windows.

9. Exits well illuminated and
free from stumbling blocks.

10. Modernly constructed fire-
proof projection booth.

Fire Drills

Purpose: To insure proper discipline and
quick and safe egress in case of fire or
panic and to insure correct deportment
during the unnecessary excitement.

Ushers: When disturbances do not war-
rant clearing the house, ushers should walk
to territory and quiet patrons by the an-
nouncement, “Kindly keep your seats,
please, there is absolutely no danger. The
performance is continuing as usual.”
(Note: See that ushers or employes talk
directly and slowly while practicing this
procedure.)

When it is necessary to clear the house,
ushers remark to those nearest the exits,
“Kindly leave your seats, please. It is nec-
essary that the house be vacated.”

In Case of Fire
(Guide for ushers and employes)

1. Notify the fire department.

October 29, 1927

EXHIBITORS HERALD

49

2. Keep your head or you may lose it
forever.

3. Retard the egress, as it will be going
too fast.

4. As people will always remember the
way they came into a theatre and will jam
the main entrance, try to get them to use
other equally as safe exits.

5. It is on the inside of doors where
patrons are crushed, therefore station
yourself there to prevent accidents.

6. Get up above a crowd, in front of
them, and in front of some pillar or place
where you won’t be shoved aside. (Note —
If you can’t direct from the front of -a
crowd, it is useless to say anything.)

7. If lobby is full, have that vacated
first.

8. Open doors and lower fire escapes.

To Be Covered in
Fire Drill

Following are things to be remembered
in drilling employes:

1. Proper way to carry and remove
sick, injured or unconscious patrons.

2. How to lower and inspect fire es-
capes.

3. Opening and inspection of fire exit
doors.

4. Inspection of all exit lights.

5. Inspection of all fire equipment, in-
cluding refilling of fire extinguishers
periodically.

6. Explanation of proper way to manip-
ulate fire extinguishers.

7. Inspect cards of fire guards, if any.

8. Simulate such conditions as

a — smoke plainly visible in audi-
torium.

b — smoke or flames on stage

c — fire on main floor, balcony or
mezzanine.

9. All fire reports should be verified by
management before clearing the house.

To Make Scenery and Drapes
Fire-Resistant

All scenery and drapery should be made
fire-resistant as much as possible. The
National Board of Fire Underwriters sug-
gests the following, although an engineer
in the fire prevention bureau of a large city
says there is no absolute method of com-
pletely fireproofing scenery or draperies :

To make fire-resistant new muslins, lin-
ens, etc., saturate in a solution of the fol-
lowing portions :

Boric acid, 50 grams — (7 oz.)

Borax ( crystallized sodium
borate), 60 grams — (8 oz.)

Water, 1,000 grams — (1 gal.)

For curtains, (go over with a brush and
saturate material) :

1/20 parts borax.

1/20 parts boric acid.

18/20 parts hot water.

For Sets : Spray the side not painted,
leave dry 10 minutes and then spray again.
Lined curtains can be treated the same
way, except spraying is done on the paint-
ed side.

Important: These fabrics cannot be

washed. Solution can be used on paper
if it is not too heavy. It will not injure
materials nor affect stable colors and will
be effective for a year or more. Con-
siderable moisture however, will lessen its
effect :

Cost: For chemicals, about a cent a
square yard.

Further information on fire prevention
or regulations may be obtained from the
National Board of Fire Underwriters, 220
West Adams street, Chicago.

[Editor’s note — This informative article will be
concluded in next issue of “Better Theatres.”]

Form Theatre Company

The Hornsbeck Amusement Company of
Logansport, Ind., has filed articles of in-
corporation here with the secretary of state.

If you were
paying
admission
to your
performance

If you were paying good money to see your
performance you would certainly object to any-
thing that interferred with your enjoyment of
the picture.

Any suggestion of dimming, wavering or flicker-
ing in the picture is the first thing you would
notice and be quickest to resent. Your audi-
ence feels the same way about it.

It’s such an easy matter to insure strong, clean-
cut pictures on the screen and at the same time
make big savings in your power bills with Roth
ACTODECTOR. Smooth, faultless projection
is assured, even during the change-over and
while both arcs are being carried at the same
time. There’s not a flicker in the picture — never
the slightest variation in the amount of power
supplied at the arc. Our data sheets tell the
story in detail.

Roth Brothers & Co*

W. Adams St., Chicago, Illinois

52 Vesey St., New York City 5-127 General Motors Bldg.,

437 Real Estate Trust Bldg., Detroit, Mich.

Philadelphia, Pa. 211 Ideal Bldg., Denver, Colo.

409 Bessemer Bldg., Pittsburgh,

Pa. EH10-29 Gray

Wluit happens when the
lights go out?

Are your exit lights, house lights,
projection machine, etc., insured
against power failure? Send for bulle-
tin 900 and get the story of “the
light that never fails.*'

We also make special motor generator
sets, motors for ventilating and pump
service. Write for bulletins.

70c of Every Dollar

IS PROFIT

“To any Theatre Owner looking for a ‘new profit
getter’ I heartily recommend the Cretors Popcorn
Machine” (name on request).

Theatre owners have described their “Cretors” as
priceless. A sure source of profit. A marvel in
Simplicity — Large Capacity — Quick Popping Feature.
Seasons Each Kernel Alike — while popping.

A style for every location 40 different models.

Write for Catalog — Easy Installment Terms.

C. CRETORS & CO.

Established 1885

612 W. 22ND STREET CHICAGO

EVERYTHING FOR
THE STAGE

rcenicStadios

TIFFIN, OHIO

ESTABLISHED 1902

Send for Catalogue

Do Your Seats

Need Repairing?

Get our prices on seats and
backs, we carry a full line of
parts for all makes of theatre
seats, also Leatherette and cot-
ton for Re-upholstering. We
conduct our business on a small
profit. Give us a trial.

We also manufacture mattress
and pillow spring seat bottoms to
fit your present squab seats.

Reliable Theatre Seat Repair
Company

845 S. Wabash Ave. Chicago, 111.

Tel. Wab. 9069

50

BETTER THEATRES SECTION OF

October 29, 1927

A MORE POSITIVE
- BETTER -

POWER OPERATED

DRAW CURTAIN MACHINE

and

CURTAIN TRACK
AS USUAL

The Profit that Results from
Music Can Be — and Is —
Greatly Increased by the

APPEARANCE EFFECT OF
GALLAGHER MUSIC STANDS

and

VOLUME AND TONE EFFECT
OF GALLAGHER RESONATORS

Each is only a one-time cost item
that pays weekly dividends at the
Box Office.

Write for nezv catalog just off the press!

Gallagher Orchestra Equipment Go.

616 W. Elm St. Chicago

New Transverter Is
Placed on Market by
Hertner Electric Co.

John H. Hertner has just announced the
new type C. P. transverter which is being
manufactured by The Hertner Electric
company in addition to the regular mul-
tiple arc and series arc transverters.

The remarkable feature of the new type
C. P. transverter is that within three per
cent of the rated voltage is delivered
under all conditions of temperatures and
loads, it is claimed. This permits the op-
erator to have his entire attention directed
on his projection work, free from the
necessity of manipulating the field regu-
lator as heretofore required.

The type C. P. transverter is designed
and built so that it is particularly well
ventilated and is in keeping with the high
standard which this company has always
maintained. The Hertner Electric Com-
pany will be glad to supply complete infor-
mation on this type transverter either di-
rect or through the National Theatre
Supply Company. Recent installations of
transverters have been made in many of
the leading theatres of the counntry.

Kliegl Equipment Is

Installed in Capitol

The Capitol theatre, New York, after
remodeling its stage and stage lighting
equipment, has introduced a new and en-
larged program of entertainment. It is'
interesting to note that the stage and or-
chestra pit have been enlarged, and the
stage lighting system has been entirely re-
arranged and modernized, and is said to be
one of the finest in the country today.

Kliegl Bros., the theatrical lighting ex-
Derts and manufacturers of theatrical light-
ing specialities, furnished the new music
stands for the orchestra, and twenty spe-
cially designed music stands for use upon
the stage; also thirty of their No. 56 Spot-
lights for short range projection, and ten
of their No. 70 Spotlights for long range
projection; ten Open-Box Floodlights for
lighting from the wings; four Spotlight
Towers; Special Portable Footlights; two
motor-driven Color Wheels ; several stand-
ard color wheels; more than three hundred
color frames, with complete supply of gela-
tines of various colors, and special filing
cabinet for holding the color mediums.
This array of Kliegl lighting specialties
provides the Capitol theatre with complete
equipment for the most attractive presen-
tation of their remarkable program num-
bers.

Robert Morton Shows

Increase in Sales

According to a statement issued on the
West Coast by R. P. Matthews, vice-presi-
dent and general manager of the Robert
Morton Organ company, the plant of the
firm at Van Nuys, California, shows an
increase of 20 per cent over the business
of last year.

During the last 12 months fourteen spe-
cially constructed organs ranging in cost
from $25,000 to $40,000 have been sold and
installed in the Loew chain of theatres
alone.

Remodel Boston House

The former Unique theatre, Boston,
Mass., has been renamed the Stuart thea-
tre and the remodelling work is nearing
completion. The reopening of the theatre
will be held at an early date. Charles A.
Gilman is manager.

October 29, 1927

EXHIBITORS HERALD

51

New Houses Planned
for Bloomington and
Mishawaka , Indiana

If present plans materialize, the west
end business district of Mishawaka, Ind.,
will have a new motion picture house at
321 West Fourth street. The theatre will
face Fourth street and will contain two
store rooms which will face Smith street.
It is planned to build a house which will
seat more than 500. Gerald Brubaker,
Mishawaka architect, is drawing plans for
the house.

* * *

Contract for the construction of a new
motion picture theatre at Bloomington,
Ind., has been awarded. The theatre will
cost about $75,000 when equipped and will
be modern in construction. It is being
built on East Kirkwood avenue close to
the campus of Indiana University and is
expected to draw a big student trade. The
building company is composed of Bloom-
ington business men.

* * t-

Articles of incorporation have been filed
with the secretary of state in Indianapolis
by the State Amusement Company of
Hammond, Ind. The corporation has an
initial capital stock of $5,000 and is formed
“to establish, maintain, sell or otherwise
dispose of musical and theatrical perform-
ances, vaudeville, moving pictures, dances.”
The incorporators are Henry J. Handel-
man, Jr., Jacob Handleman and William
J. Handelman.

Innovation in Screen
Shown at Albee House

An innovation in theatre screen was re-
cently demonstrated to the trade press at
the F. F. Albee theatre, Brooklyn.

The following is a brief description of
the new method: All immediate masking
has been eliminated. The picture sheet is
placed around in back of a frame the
exact size of the picture. The sheet hangs
out in space free from all fabric. Noth-
ing remains to claim the audience’s atten-
tion by the story.

About ten feet in back of the sheet hangs
a full stage black velour eye curtain. On
the stage floor is a black ground cloth.
Then in back of the picture sheet is thrown
a blue light from the third border light.
This combination creates the receding blue
of a mid night sky.

By this method the audience is freed
from all fabric by a receding, restful,
away-from-the-screen “masking,” leaving
only the story to reach out and grasp the
attention. In this new manner the story
is said to go over with an added force.

€„

POR each type of audi-
A torium and light source
there is a special type of Da-
Lite Screen backed by our
unconditional guarantee of
satisfaction.

D&hIE

ighteen Years of

PIONEERING

SINCE the initial demand for motion pic-
ture screen, Da-Lite has been a full step
in the lead.

Many of the most important advances —
even to the perfection of screen frames —
have been Da-Lite in origin.

The introduction of Tear-Proof Fabric ten
years ago made the screen practically a per-
manent unit of theatre equipment.

The majority of screen manufacturers to-
day, advertise heavy fabric screen but the
original Tear-Proof is an exclusive Da-Lite
feature.

And through these eighteen years of
pioneering, Da-Lite still leads with the only
genuine Tear-Proof Fabric Screen — seamless
in any size.

DA-LITE SCREEN CO.
CHICAGO

SUPERIOR CARBONS MEAN
PERFECT PROJECTION

CARBONS

Ensure Best Screen Results for All Types of Projection

11 Broadway

HUGO REISINGER

New York

CIRCUS HtRBLDJ
PflOGfWOf
DmWOST6RS

EXHIBITORS

1 Printing Service '

> 711 South Dearborn Street .

CHICAGO, ILL.

^ ******

The “Warner” Variable Speed Projector Motor

110 volts, ZB to 60 cycles

Speeds

150 R. P. M. to 4000 R. P. M.

Speed

Control

Handle

Speed control entirely self con-
tained within motor.

No external control necessary.
Speed variations accomplished by
simply moving the handle as
shown in cut.

Hundreds of theatre owners have
replaced constant speed motors
with “Warner" variable motors.
Write for bulletin

The Wigginton Company

434 North Church Street
KALAMAZOO, MICHIGAN

Also Ventilating Fans and Blowers.

52

BETTER THEATRES SECTION OF

October 29, 1927

OE5* ' KSO

Scenic Effects '

Sciopticon No. 75
with Scenic Effect

NOVELTY and originality
pleases the American public.
Money-making showmen of Broad-
way use Kliegl Scenic Effects to
enhance the attractiveness of their
programs — to reproduce natural
phenomena, such as storms, rippling
water, floating clouds, et cetera,
for prologues and special numbers.
More than a hundred different ef-
fects are listed in our catalogue, also:

Spotlights
Floodlights
Sciopticons
Footlights
Borderlights
Exit Signs
Aisle Lights
Dimmers

Color Wheels
Color Frames
Color Rolls
Color Boxes
Music Stands
Connectors
Plugging Boxes
Floor Pockets

Scenic Effects
Shutters
Color Mediums
Color Caps
Lamp Coloring
Termina Lugs
Resistances
Stage Cable

For Descriptive Literature write

Universal Electric Stage Lighting Co.,ing

321 West 50th Street

^ NEW YORK. N.'tf, g

OSS* rSSO

The Palace Or-
pheum, Milwaukee,
the brightest spot
on “The White
Way.”

Signs That Sell!

rPHE brilliantly lighted Milne Made
Electric Signs are the signs that sell.
They shout your show message to the
crowds that fill your theatre. They attract
attention for they are built by men who
know and understand “showmanship.”

The best Theatres in the country are
using MILNE Signs because they are con-
vinced that this “showmanship” is built
right in.

Send us the name of your theatre and let
us submit a colored sketch to you— —no ob-
ligation on your part.

MILNE ELECTRIC SIGN COMPANY

189 Fifth Street Milwaukee, Wis.

Long Distance Phone Grand 7666

MILNE

SIGNS

Changeable Letter Marquise or Canopies

Modern

Installations

The tendency among theatres,
both large and small, throughout
the country is to modernize. Evi-
dence of this encouraging situa-
tion is found in the many instal-
lations of equipment reported by
leading manufacturers.

Roth Brothers 8C Co.

Motor Generator

Princess theatre, Aurora, Mo.

Penn theatre, Erie, Pa.

Rivoli theatre, South Fork, Pa.

Liberty theatre, Hartford, Conn.

Parkland theatre, Philadelphia, Pa.

Van Curler theatre, Schenectady, N. Y.

Columbia theatre, Warren, Pa.

Embassy theatre, Lewiston, Pa.

New Hartford theatre, Hartford, Conn.

Regent theatre, Morton, Kan.

Elwood theatre, Buffalo, N. Y.

Worth theatre, Ft. Worth,, Tex.

Alabama theatre, Birmingham, Ala.

Strand theatre, Pierce, Neb.

Egyptian theatre, Milwaukee, Wis.

Standard theatre, Lyons, Kan.

International Register Co.

International Cutawl

Coronada theatre, Rockford, 111.

Orpheum theatre, Springfield, 111.

Capitol theatre, Worcester, Mass.

Kunsky Theatres, Inc., Detroit, Mich.

Imperial theatre, Columbia, S. C.

American Theatre Supply Co.

Equipment

Gem theatre, Waterville, Minn., Du-
plex Reproduco organ.

Strand theatre, Oldham, S. D. (Frank
Hyde), Duplex Reproduco pipe organ.

Lyric theatre, Hartington, Neb. (R. V.
Fletcher), completely remodeled theatre
putting in scenery, velour curtains,
Arctic Nu-Air cooling system, two ma-
chines, Minusa screen, and other acces-
sories.

World theatre, Sioux City, la., Strong
Reflecting Arcs.

Star theatre, Sioux City, la., Strong
Reflecting Arcs.

Strand theatre, Sioux City, la., Strong
Reflecting Arcs.

Lyon theatre, Rock Rapids, la. (H. H.
Folkens), motor-generator set.

Crystal theatre, Flandreau, S. D. (P. R.
Matson), velour curtain and Minusa
screen.

Star theatre, Flandreau, S. D. (J. E.
Arnold), completely remodeled theatre,
putting in Minusa screen, Mazda equip-
ment, and accessories.

Princess theatre, Lake Preston, S. D.
(H. L. Horten), Motiograph Deluxe
machine, and two G. E. Mazda units.

Louisville Film 8C Supply Company
General Equipment

Lewis-Cornett Coal Company, Louel-
len, Ky., theatre seats, screen and other
equipment for their new theatre erected
at a cost of $30,000. It will be managed
by Dr. P. O. Lewis, who is now oper-
ating the Palace theatre, Evarts, Ky.

National Theatre Supply Company
General Equipment

Jefferson theatre, DeSoto, Mo., (owned
by Mrs. Chas. Goodnight) installed 2
Motiograph deluxe propectors with
Motiograph Mazda lamps.

Varsity theatre, Columbia, Mo. (owned
by T. C. Hall), installed 2 Simplex pro-

October 29, 1927

EXHIBITORS HERALD

53

jectors, with Peerless reflector lamps,
Hertner generator, Brenkert spotlight,
and American Silversheet screen.

Strong Electric Company
Lamfis

Webster theatre, Rochester, N. Y.

Morse Opera House, Franklin, Mass.

Victory theatre, Providence, R. I.

Ben theatre, Chester, Pa.

Royal theatre, Nazareth, Pa.

Opera House, Ambler, Pa.

Bellevue theatre, Philadelphia, Pa.

Nelson theatre, Philadelphia, Pa.

Royal theatre, Philadelphia, Pa.

Elite theatre, Appleton, Wis.

Grand theatre, Port Washington, Wis.

Capitol theatre, Delphos, O.

Highland theatre, Audobon, N. J.

Palace theatre, Tuckerton, N. J.

Admiral theatre, Cleveland, O.

Garfield theatre, Cleveland, O.

Tivoli theatre, Cleveland, O.

Rex theatre, Saginaw, Mich.

Grosswell theatre, Adrian, Mich.

J. H. Channon Corporation
Stage Rigging

New Orpheum theatre, Vancouver,
B. C., Canada, fully equipped by Chan-
non, including rigging, fire curtain, draw
curtain, piano truck and cyclorama arms.

Great States Theatres (new theatre),
Waukegan, 111., rigging equipment, fire
curtain and draw curtain tracks.

Circle Lodge Temple, Chicago, 111.,
upper steel roller with fire curtain.

Ravenswood Masonic Temple, Chi-
cago, 111., upper steel roller with fire cur-
tain.

J. Sterling Morton High School,
Cicero, 111., 80 foot draw curtain track
and rigging equipment.

The Hennegan Company
Program Covers

Hippodrome theatre, Cresline, O.

Rivera and Arce, San Sebastian, P. R.

Douglas Daily Dispatch, Douglas,
Ariz.

E. E. Fulton Company
Equipment

Orpheum theatre, Seattle, Wash.,
Motiographs Deluxe projectors ; Perfex
high intensity lamps; Brenkert color
boxes; Chicago Cinema booth equipment
and Effect projector; Strong Change-
over device; Ross Lenses; Fulco booth
equipment.

Oliver theatre, South Bend, Ind., Per-
fex low intensity lamps, Rheostats and
Fulco booth equipment.

Palace theatre, South Bend, Ind.,
Motiographs DeLuxe projectors, Perfex
high intensity lamps, including tilting
devices, and special rheostats; Fulco
booth equipment.

Jarvis theatre, Lansing, Mich., Sim-
plex projectors and complete projector
equipment, including Roth generator;
Powerlite low intensity lamps.

Roosevelt theatre, Gary, Ind., Powers
projector, Brenkert spots and Effect
machine, Roth motor generators, com-
plete stage equipment and scenery,
chairs, asbestos curtain, Fulco booth
equipment.

Regent theatre, Keokuk, la., Powers
projectors and Powerlite low intensity
lamps, complete Fulco booth equipment.

Stanley theatre, Baltimore, Md., Pow-
ers projectors, Brenkert superspot and
flood lamps, Superlite screen, H & C
high intensity lamps with G. E. quartz
condensers, Powers speed indicator,
Brenkert effect projector, two Roth
generators, Fulco booth equipment.

Manor theatre, Norwood, Pa., Powers
projectors, Peerless low intensity lamps,
Brenkert stereopticon, Brenkert spot,
Superlite screen, two Roth generators,
Fulco booth equipment.

Waverly theatre, Drexel Hill, Pa.,
Powers projectors, Peerless low inten-

rc

2H

What’s

Your Word of
Introduction ?

“The successful showman is as conscious of his ‘public’ as is the
movie fan favorite” . . . and there is more truth than poetry

in that statement made by a smart theatre owner.

Of course you consider your public in the selection and presenta-
tion of programs, as well as in a hundred and one other things.
But what’s your word of introduction to this public? What’s the
first impression they get of your house?

That’s where a Marquise over the front of your theatre is a point
in your favor. For no other feature so conclusively marks your
house as hospitable, progressive, and up-to-date . . . the kind

of a place where people expect first class entertainment.

The box offices of hundreds of theatres have proven the worth of
an A. M. P. Marquise. In design, fitness, and construction, the
A. M. P. marquise will give the right word of introduction to
your public.

Let us tell you of the many advantages of an A. M. P.
Marquise — Let us send this information to you.

Architectural Metal Products, Inc.

COVINGTON, KENTUCKY

TRUTH

in Advertising!

Repeatedly we have advertised that
we are the originators of rrBuilt-to-
Specificdtion 99 screens, the Mazda-lite,
high- intensity, reflecting arc surfaces,
and last but not the least the large
seamless screens of imported fabric.

This is the unbiased truth, regard-
less of statements to the contrary.

Minusa Cine Screen Company

Bomont at Morgan Saint Louis

'MINUSA*

De Luxe Special

54

BETTER THEATRES SECTION OF

THE PERFECTION HAS SOLVED
THE RHEOSTAT PROBLEM

for these theatres

It will do the same for you

SOLD BY ALL BRANCHES NATIONAL T. S. CO., SAM KAPLAN, N. Y. C.

HOFFMANN & SOONS

522 First Avenue Mfs- Division New York City

Contracting Electrical Engineers — Moving Picture Theatre Electrical Specialists

Roxy Theatre — New York City
Paramount Theatre — New York City
Rialto Theatre — New York City
Rivoli Theatre — New York City
Loew’s State Theatre — New York City
Loew’s State Theatre — Newark, N. J.
Loew’s Texas, 86th St., Brooklyn
Astor Theatre — New York City
Proctor’s 86th St. — -New York City
Cohan Theatre — New York City
Publix Theatre — Buffalo, N. Y.

New Capitol— Binghamton, N. Y.

Keith’s Theatre — Philadelphia
Carman Theatre — Philadelphia
Proctor’s Theatre — New Rochelle, N. Y.
Proctor’s Theatre — White Plains, N. Y.
Fox’s Washington, Washington, D. C.
King of Kings — Road Shows Keith’s Circuit M. & S. Circuit Loew’s Circui;

What Price Glory — Road Shows Oriental Theatre — Detroit, Mich. Big Parade — Road Sho^s
Beau Geste — Road Shows Simplex Division, International Projector Corp.

Vitaphone Companies Eastman Kodak Company U. S. Navy, and others

REISINGS

Artificial Plants, Trees,
Flowers and Vines are
true to Nature.

Better Theatres
use them.

John Eber son’s
Atmospheric Theatres
are decorated with them.

Write us for quotations
on your needs

G. REISING & CO.

227 West Austin Ave. Chicago, 111.

Specialists on Theatre Decorations

October 29, 1927

sity lamps, Brenkert dissolving stereop-
ticon, Brenkert spot, Superlite screen,
two Roth generators, Fulco booth equip-
ment.

Kenosha theatre, Kenosha, Wis., Pow-
ers projectors, Perfex high intesity
lamps, Strong change-over device, Chi-
cago Cinema equipment, Martin rotary
converters, Fulco booth equipment.

Denver theatre, Denver, Col., Ross
projection lenses, Cinephor lens, Roth
generators, Fulco booth equipment.

Princess theatre, Tempice, Mexico,
Simplex projectors, miscellaneous equip-
ment, Supreme ventilating blower, Fulco
booth equipment.

United Artists theatre, Los Angeles,
Cal., two Roth generator sets.

Worth theatre, Fort Worth, Tex., two
Roth generator sets. -
Alabama theatre, Birmingham, Ala.,
two Roth generator sets.

In addition to the foregoing, the E. E.
Fulton Company are now engaged with
installations in the following theatres:
Kent theatre, Phialdelphia, Pa.
Wynnefield theatre, Philadelphia, Pa.
Orpheum theatre, Omaha, Neb.
Orpheum theatre, Sioux City, la.
Stanley theatre, Pittsburgh, Pa.
Gallagher Orchestra Equipment
Orchestra Equipment
Home theatre, Danville, 111.

New Orpheum theatre, Omaha, Neb.
New Orpheum theatre, Seattle, Wash.
New Orpheum theatre, Vancouver,
B. C., Can.

Rochester theatre, Rochester, N. Y.
Coronado theatre, Rockford, 111.
Melba theatre, Dallas, Tex.

Garfield theatre, Milwaukee, Wis.
Denver theatre, Denver, Col.

Stage Music Stands
Paramount theatre, New York, N. Y.
Shea’s Buffalo theatre, Buffalo. N. Y.
Coronado theatre, Rockford, 111.
Indiana theatre, Indianapolis, Ind.
Diversev theatre, Chicago, 111.

Loew’s Pittsburgh, Pittsburgh, Pa.
Loew’s Kansas City, Kansas City, Mo.
Hertner Electric Company
Transverters

Capitol theatre, Little Rock, Ark.
Hobson theatre, South Hot Springs,
Ark.

Victory theatre, Rogers, Ark.

J. D. Wineland, Baxter Springs, Ark.
Victory theatre, Punta Gorda, Fla.
Earl Neu, Carroll, la.

Strand theatre, Cedar Rapids, la.
Shore theatre, Chicago, 111.

Poncan theatre, Ponca City, Okla.
Gayety theatre, Picher, Okla.

Dixie theatre, Waxahachie, Tex.

Lamb theatre, Ranger, Tex.

Dent Theatres, Inc., Dallas, Tex.
Loew’s Melba theatre, Dallas, Tex.
Texan theatre, Seymour, Tex.

Spur theatre, Spur, Tex. (M. A. Lee).
Junior Amusement Company, Kenne-
wick, Wash.

Majestic theatre, Yakima, Wash.

Jesse theatre, Washington, D. C.
Pan-Ala Amusement Company, Bir-
mingham, Ala.

Pekin theatre, Montgomery, Ala.

A. L. Pratchett, Habana, Cuba.

Mack theatre, Elwood, Ind.

New Park theatre, Taunton, Mass.

Seco theatre, Silversprings, Md.
Medford theatre, Medford, Mass.
Great Lakes theatre, Detroit, Mich.
Nuggett theatre, Hanover, N. H.
Webster theatre, Rochester, N. Y.
Uptown theatre, Utica, N. Y.
Orpheum theatre, Kingston, N. Y.
Carolina theatre, Fayetteville, N. C.
Carolina theatre, Chapel Hill, N. C.
Carolina theatre, Greensboro, N. C.
Garden theatre, Rockingham, N. C.
Madison theatre, Mansfield, O.

Akron Gem theatre, Akron, O.

I

October 29, 1927

EXHIBITORS HERALD

55

Kliegl Designs Footlight to Meet
New Demands of Lighting

ANEW footlight, created according
to its designers to meet new de-
mands on stage lighting equipment, has
just been placed on the market by Kliegl
Brothers Universal Electric Stage Light-
ing Company.

Features of the new model, according
to the manufacturers, are colored glass
diffusing roundels, individual aluminum

reflectors, enclosed construction, excep-
tional strength, non-fading colors and
great flexibility.

The semi-flush type footlights are fur-
nished in two sections — the lighting unit
and the trough. The lighting unit em-
bodies the lamps, receptacles, reflectors,
diffusing roundels, wiring and hood as a
complete unit. It is entirely encased in

Mr. Projectionist

Would you equip your car with a Liberty
Motor, hard tires and no springs?

Then why equip your projection machine
with lenses that have only good light
transmission to the exclusion of definition,
flatness of field and other desirable quali-
ties ?

B&L Cinephors are balanced — no factor
making for good projection has been over-
looked or left out.

Let us tell you about them.

Bausch & Lomb Optical Co.

652 St. Paul St., Rochester, N. Y.

a housing of No. 20 gauge galvanized
sheet iron with an exceptionally strong,
self-supporting hood and a dirt and dust-
proof front — an excellent protection for
the lamp and reflectors. A cross mem-
ber supports the receptables, gives addi-
tional strength to the housing and forms
an enclosure for the wires. The foot-
light extends but three inches above the
stage floor. Its contour is straight, so
that it blends with stage lines and is
imperceptible to the audience. The sin-
gle row footlights have receptacles
spaced 4*4 inches between centers. In
the double row the receptacles are also
inches between centers, with colors
staggered in the two rows. Both single
and double row footlights accommodate
100-watt A-23 Mazda lamps. They can
also be made on special order for 150-
watt P. S.-25 Mazda lamps.

Every lamp has an individual reflec-
tor, permanently fixed in position. The
reflectors are spun aluminum, so shaped
as to project ali the light of high in-
tensity lamps upon the stage. By a
chemical cleansing process, a pure white,
highly reflecting surface is obtained — a
surface that does not peel or discolor,
that is unaffected by the heat of the
lamp, that retains its high lustre, and
can be easily cleaned with a damp cloth
should it become dusty. The angles at
which the reflectors and lamps are set
have been carefully predetermined as
best for the most effective light projec-
tion.

New Policy Wins for

Theatre in Montreal

George Rotsky, manager of the big Pal-
ace theatre, Montreal, Quebec, adopted a
new policy of presenting special picture
productions with high class orchestration
and without stage presentations. Ever
since then he has been doing nothing but
holding over the film features for a sec-
ond week. He has had runs of two weeks
with “What Price Glory,’’ “Camille” and
“Beau Geste.”

Pep and Beauty for
Your Old Sign

Color Hoods

A Utah Bank whose sign wa s equipped
with RECO Color Hoods, wrote: “Our sign
appears to be entirely new and its appear-
^as keen wonderfully improved."
RECO Color Hoods snap over lamps of
standard size, easily removed for cleaning *
never fade or wash out; outlast the sign.
Write for Bulletin No. 75.

2651 W. Congress St.,

Manufactur-
ers also of
Motors,
Flash ers,
Traffio Con-
trols, Sign-
board Re -
flectors. Food
Mixers,
V e g e table
Peelers, etc.

Chicago

56

BETTER THEATRES SECTION OF

October 29, 1927

Better Theatres Information
and Catalog Bureau

Many of the products listed below are advertised by reliable companies in this issue of “Better Theatres’

Free Service to Readers

of “Better Theatres

95

“Better Theatres” offers on these pages an indi-
vidual service to its readers through this Exhibitors
Information and Catalog Bureau. Detailed informa-
tion and catalogs concerning any product listed on
these pages will be sent to any theatre owner, man-
ager, architect or projectionist.

Fill in the coupon on the next page and mail it to
the “Better Theatres” division, Exhibitors Herald,
407 S. Dearborn street, Chicago.
tfjTMany of the products listed by this Bureau are
^ advertised in this issue of “Better Theatres.” See
Advertisers Index.

IjfWe are glad to serve you. Do not hesitate to ask
us for any information on equipment or problems
pertaining to the efficient operation of your theatre.

A

1 Accounting systems.

2 Accoustical installations.

3 Adapters, carbon.

4 Adding, calculating ma-

chines.

5 Admission signs.

6 Addressing machines.

7 Advertising novelties,

materials.

8 Advertising projectors.

9 Air conditioning equip-

ment.

10 Air dome tents.

11 Aisle lights.

12 Aisle rope.

13 Alarm signals.

14 Arc lamps, reflecting.

15 Architectural service.

16 Arc regulators.

17 Artificial plants, flowers.

18 Art titles.

19 Automatic curtain con-

trol.

20 Automatic projection

cutouts.

21 Automatic sprinklers.

B

22 Balloons, advertising.

23 Banners.

24 Baskets, decorative.

25 Bell-buzzer signal sys-
tems.

26 Blocks, pulleys, stage-

rigging.

27 Blowers, hand.

28 Booking agencies for mu-

sicians.

29 Booking agencies (state

kind) .

30 Boilers.

31 Bolts, Chair anchor.

32 Booths, projection.

33 Booths, ticket.

34 Box, loge chairs.

35 Brass grills.

36 Brass rails.

37 Brokers-Theatre promo-

tion.

38 Bulletin boards, change-

able.

c

39 Cable.

40 Cabinets.

41 Calcium lights.

42 Cameras.

43 Canopies for fronts.

44 Carbons.

45 Carbon sharpeners.

46 Carbon wrenches.

47 Carpets.

48 Carpet cushion.

49 Carpet cleaning com-

pound.

50 Carpet covering.

51 Cases, film shipping.

52 Cement, film.

53 Chair covers.

54 Chairs, wicker.

55 Chairs, theatre.

56 Change makers.

57 Changer overs.

58 Color hoods.

59 Color wheels.

60 Condensers.

D

61 Date strips.

62 Decorations (state kind).

63 Decorators, theatre.

64 Dimmers.

65 Disinfectants — perfumed.

66 Doors, fireproof.

67 Draperies.

68 Drinking fountains.

69 Duplicating machines.

E

70 Electric circuit testing

instruments.

71 Electric fans.

72 Electrical flowers.

73 Electric power generat-

ing plants.

74 Electric signs.

75 Electric signal and con-

trol systems.

76 Emergency lighting

plants.

77 Exit light signs.

F

78 Film cleaners.

79 Film splicing machine.

80 Film tools (state kind).

81 Film waxing machine.

82 Fire alarms.

83 Fire escapes.

84 Fire extinguishers.

85 Fire hose.

86 Fire hose reels, carts.

87 Fire proof curtains.

88 Fire proof doors.

89 Fire proofing materials.

90 Fixtures, lighting.

91 Flashlights.

92 Flashers, Electric sign.

93 Flood lighting.

94 Floorlights.

95 Floor covering.

96 Floor runners.

97 Flowers, artificial.

98 Footlights.

99 Fountains, decorative.

100 Fountains, drinking.

101 Frames-poster, lobby dis-

play.

102 Fronts, metal theatre.

103 Furnaces, coal burning.

104 Furnaces, oil burning.

105 Furniture, theatre.

106 Fuses.

G

107 Generators.

108 Grilles, brass.

109 Gummed labels.

110 Gypsum products.

H

111 Hardware, stage.

112 Heating system, coal.

113 Heating system, oil.

I

114 Ink, pencils for slides.

115 Insurance, Fire.

116 Insurance, Rain.

117 Interior decorating serv-

ice.

118 Interior illuminated

signs.

J

119 Janitors’ supplies.

L

120 Labels, film caution.

121 Lamps, decorative.

122 Lamp dip coloring.

123 Lamps, general lighting.

124 Lamps, incandescent pro-

jection.

125 Lamps, high intensity.

126 Lamps, reflecting arc.

127 Lavatory equipment, fur-

nishings.

128 Lavatory fixtures.

129 Ledgers, theatre.

130 Lenses.

131 Lights, exit.

132 Lights, spot.

133 Lighting fixtures.

134 Lighting installations.

135 Lighting systems, com-

plete.

136 Linoleum.

137 Liquid soap.

138 Liquid soap containers.

139 Lithographers.

140 Lobby display frames.

141 Lobby gazing balls.

142 Lobby furniture.

143 Lobby decorations.

144 Lubricants (state kind).

145 Luminous numbers.

146 Luminous signs, interior,

exterior.

M

147 Machines, ticket.

148 Machines, pop corn.

149 Machines, sanitary vend-

ing.

150 Make up, boxes, theatri-

cal.

151 Marble.

152 Marquise.

153 Mats, leather.

154 Mats and runners.

155 Mazda projection adapt-

ers.

156 Metal lath.

157 Metal polish.

158 Mirror, shades.

159 Motor generators.

160 Motion picture cable.

161 Musical instruments

(state kind).

162 Music publishers.

163 Music rolls.

164 Music stands.

N

165 Napkins.

166 Novelties, advertising.

167 Nursery furnishings and

equipment.

October 29, 1927

EXHIBITORS HERALD

57

Exhibitors Information and Catalog Bureau

o

168 Oil burners.

169 Orchestral pieces.

170 Orchestra pit fittings,

furnishings.

171 Organs.

172 Organ novelty slides.

173 Organ lifts.

174 Organ chamber heaters.

175 Ornamental fountains.

176 Ornamental metal work.

177 Ornamental metal thea-

tre fronts.

P

178 Paint, screen.

179 Paper drinking cups.

180 Paper towels.

181 Perfumers.

182 Photo frames.

183 Pianos.

184 Picture sets.

185 Player pianos.

186 Plastic fixtures and dec-

orations.

187 Plumbing fixtures.

188 Positive film.

189 Posters.

190 Poster frames.

191 Poster lights.

192 Poster paste.

193 Portable projectors.

194 Pottery, decorative.

195 Power generating plants.

196 Printing, theatre.

197 Programs.

198 Program covers.

199 Program signs, illumi-

nated.

200 Projection lamps.

201 Projection machines.

202 Projection machine

parts.

203 Projection room equip-

ment.

R

204 Radiators.

205 Radiator covers.

206 Rails, brass.

207 Rails, rope.

208 Rain insurance.

209 Rectifiers.

210 Reconstruction service.

211 Redecorating service.

212 Reflectors (state kind).

213 Refurnishing service.

214 Regulators, Mazda.

215 Reels.

216 Reel end signals.

217 Reel packing, carrying

cases.

218 Resonant orchestra plat-

form.

219 Reseating service.

220 Rewinding film.

221 Rheostats.

222 Rigging, stage.

223 Roofing materials.

s

224 Safes, film.

225 Scenery, stage.

226 Scenic artists’ service.

227 Screens.

228 Screen paint.

229 Seat covers.

230 Seat indicators, vacant.

231 Seats, theatres.

232 Signs (state kind).

233 Signs, parking.

234 Signals, reel end.

235 Sign flashers.

236 Sign-cloth.

237 Sign lettering service.

238 Sidewalk machines, com

poppers.

239 Slides.

240 Slide ink, pencils.

241 Slide lanterns.

242 Slide making outfits.

243 Slide mats.

244 Shutters, metal fire.

245 Soap containers, liquid.

246 Speed indicators.

247 Spotlights.

248 Stage doors-valances, etc.

249 Stage lighting equipment.

250 Stage lighting systems.

251 Stage rigging-blocks,

pulleys.

252 Stage scenery.

253 Stair treads.

254 Statuary.

255 Steel lockers.

256 Stereopticons.

257 Sweeping compounds.

258 Switchboards.

259 Switches, automatic.

T

260 Talley counters.

261 Tapestries.

262 Tax free music.

263 Telephones, inter-com-

municating.

264 Temperature regulation

system.

265 Terra Cotta.

266 Terminals.

267 Theatre accounting sys-

tems.

268 Theatre dimmers.

269 Theatre seats.

270 Tickets.

271 Ticket booths.

272 Ticket choppers.

273 Ticket holders.

274 Ticket racks.

275 Ticket selling machines.

276 Tile.

277 Tile stands.

278 Tool cases, operator’s.

279 Towels, paper.

280 Towels, cloth.

281 Trailers.

282 Transformers.

283 Tripods.

284 Turnstiles, registering.

285 Typewriters.

u

286 Uniforms.

V

287 Valances, for boxes.

288 Vases, stone.

289 Vacuum cleaners.

290 Ventilating fans.

291 Ventilating, cooling sys-

tem.

292 Ventilating systems,

complete.

293 Vending machines, soap,

towels, napkins, etc.

294 Vitrolite.

w

295 Wall burlap.

296 Wall leather.

297 Watchman’s clocks.

298 Water coolers.

299 Wheels, color.

USE THIS COUPON

“BETTER THEATRES” DIVISION

Exhibitors Herald

407 South Dearborn St., Chicago.

Gentlemen : I should like to receive reliable information on the items listed following :

(Refer to Items by Number)

Remarks:

Name Theatre City.

State Seating Capacity

58

EXHIBITORS HERALD

October 29, 1927

Advertised in This
BETTER THEATRES SECTION

(If you desire something not listed here, Exhibitors Information and Catalog
Bureau published in this issue will get it for you. )

Page Page

AISLE LIGHTS

Kausalite Mfg. Co. 36

8129 Rhodes Ave., Chicago, III.

ANCHOR EXPANSION BOLTS

The Paine Co 39

2951 Carroll Ave., Chicago, III.

AUTOMATIC CURTAIN
CONTROL

Automatic Devices Co. 37

17 N. 7th St., Allentown, Pa.

E. J. Vallen Elec. Co. 30

Akron, Ohio.

BANNERS, HAND PAINTED

H. Dryfhout 37

736 S. Wabash Ave., Chicago, III.

CARBONS

Hugo Reisinger 51

11 Broadway, N. Y. C.

CHANGE MAKERS

Brandt Automatic Cashier Co 34

Watertown, Wis.

DIMMERS

Cutler-Hammer Mfg. Co 27

Milwaukee, Wis.

DISPLAY CUTOUT MACHINES

International Register Co 6

15 Throop St., Chicago, III.

ELECTRIC FLASHERS, COLOR
HOODS

Reynolds Electric Co. 55

2651 W. Congress St., Chicago, III.

EQUIPMENT SUPPLIES

Monarch Theatre Supply Co. 46

1223 S. Wabash Ave., Chicago, III.
National Theatre Supply Co. Insert

624 South Michigan Ave., Chicago, III.

FLOWERS, PLANTS — ARTIFICIAL

G. Reising & Co 54

227 W. Austin Ave., Chicago, III.

FRAMING LIGHT SHIELDS

Golde Mfg. Co 47

2013 LeMoyne St., Chicago, 111.

HEATING & VENTILATING

B. F. Reynolds & Co. 42

118 W. Ohio, Chicago, III.

LAMPS, HIGH INTENSITY

Ashcraft Automatic Arc Co 22

4212 Santa Monica Blvd., Los Angeles, Cal.

Hall & Connolly, Inc 43

129 Grand St., N. Y. C.

LAMPS, REFLECTING ARC

McAuley Mfg. Company Insert

554 W- Adams St., Chicago, III.

Perfection Arc Co., Inc 24

711 Wells Street, Milwaukee, Wis.

Strong Electric Co. 46

2501 Lagrange St., Toledo, Ohio.

LENSES

Bausch & Lomb 55

Rochester, N. Y.

MARQUISE, CANOPIES

Architectural Metal Prod., Inc 53

19 W. 8th St., Covington, Ky.

Edwards Mfg. Co .... 45

Cincinnati, Ohio.

MOTOR GENERATORS

Automatic Devices Co. 37

Allentown, Pa.

Continental Electric Co 47

323-327 Ferry St., Newark, N. J.

MOTORS FOR PROJECTORS

The Wigginton Co. 51

434 N. Church St., Kalamazoo, Mich.

MOVIE SCRAP BOOKS

Bishop Publishing Co. 42

844 Dobson St., Evanston, III.

MUSIC STANDS

Gallagher Orchestra Equip. Co 50

616 W. Elm St., Chicago, 111.

ORGANS

George Kilgen & Son, Inc Insert

4016 N. Union Blvd., St. Louis, Mo.

Marr & Colton Co 17

Warsaw, N. Y.

Nelson-Wiggen Piano Co 43

1731 Belmont Ave., Chicago, III.

Operators Piano Co 35

715 N. Kedsie Ave., Chicago, III.

Page Organ Company 20

519 N. Jackson St., Lima, Ohio.

Rudolph Wurlitzer Co .2nd Cover

Cincinnati, Ohio.

ORGAN HEATERS

Cramblet Eng. Corp 19

286 Milwaukee St., Milwaukee, Wis.

POP CORN MACHINES

C. Cretors Co 49

612 W. 22nd St., Chicago, III.

Kingery Mfg. Co 48

420 E. Pearl St., Cincinnati, 0.

Star Mfg. Company 36

4477 Finney Ave., St. Louis, Mo.

PORT HOLE SHUTTERS

Best Devices Co. 36

Film Building, Cleveland

PROJECTORS

Enterprise Optical Co 4th Cover

564 W. Randolph St., Chicago, III.
International Proj. Corp., Pow-
er’s Division _ Insert

90 Gold St., N. Y. C.

International Proj. Corp., Sim-
plex Division Insert

90 Gold St., New York, N. Y.

RADIUM LIGHT

Louis E. Samms Studios 3

177 N. State St., Chicago, HI.

RHEOSTATS

Hoffman & Sons 54

522 First Ave., New York, N. Y.

SCREENS

American Silversheet Co 38

915 Wash St., St. Louis, Mo.

Da-Lite Screen Co. 51

922 W. Monroe St., Chicago, III.

Minusa Cine Screen Co. 53

Morgan at Bomont, St. Louis, Mo.

Raven Screen Corp 35

1476 Broadway, N. Y. C.

SEATS

Hey wood- Wakefield Co 4-5

209 Washington St., Boston, Mass.

MOTION PICTURE CABLE

Rockbestos Products Corp

New Haven, Conn. 3rd Cover

Page

SEAT REPAIRS

Reliable Theatre Seat Repair Co. 49

845 S. Wabash Ave., Chicago, III.

SIGNS— ELECTRIC

Milne Elec. Co 52

189 Fifth St., Milwaukee, Wis.

SLIDES

J. F. Ransley 37

54 W. Randolph St., Chicago, III.

SOUND PROOFING SYSTEMS

Stevens Soundproofing Co 28

407 S. Dearborn St., Chicago, III.

STAGE LIGHTING EQUIPMENT

Frank Adam Elec. Co Front Cover

3650 Windsor Ave., St. Louis, Mo.

Belson Mfg. Company 45

800 Sibley St., Chicago, III.

Brenkert Light Proj. Co...... 30

7348 St. Aubin Ave., Detroit, Mich.

Kliegel Brothers 52

321 W. 50th St. N. Y. C.

Major Equipment Co 16

4603 Fullerton Ave., Chicago, III.

Wm. Wurdack Elec. Mfg. Co 18

21 S. 11th St., St. Louis, Mo.

STAGE RIGGING HARDWARE

J. H. Channon Corp 50

223 W. Erie St., Chicago, III.

J. R. Clancy 37

Syracuse, N. Y.

Peter Clark, Inc 24

534 W. 30th St., New York, N. Y.

STAGE SCENERY

John C. Becker & Bros 38

2824 Taylor St., Chicago, III.

Tiffin Scenic Studios 49

Tiffin, Ohio.

THEATRE PRINTING, PROGRAMS

Exhibitors Printing Service 51

711 S. Dearborn St., Chicago, III.

THEATRE PROGRAM COVERS

The Hennegan Co 47

Cincinnati, 0.

TICKETS

Arcus Ticket Co 47

348 N. Ashland Ave., Chicago, III.

TRANSFORMERS

Hertner Electric Co 36

Cleveland, Ohio.

Liberty Elec. Corp 28

Stamford, Conn.

Roth Brothers & Co 49

1400 W. Adams St., Chicago, III.

UNIFORMS

Maier-Lavaty Co 38

2141 Lincoln Ave., Chicago, III.

USHERS’ SIGNAL SYSTEMS

Acme Elec. Construction Co 48

407 S. Dearborn St., Chicago, III.

VENTILATING EQUIPMENT

Supreme Heat. & Vent. Co 23

1915 Pine St., St. Louis, Mo.

Typhoon Fan Co. 55

345 W. 39th St., N. Y. C.

C753

ROCKBESTOS

-the asbestos covered wire

Here it is — the extra flexible

Rockbestos Motion ‘Picture [‘able

You will find it on all the leading projectors,
arc lights, sun arcs, high intensity lamps
— wherever heat is.

5942 Grand Central Term. Bldg., New York

NEW HAVEN, CONN.

465 Union Trust Bldg., Pittsburgh, Pa.

On the Pacific Coast — Allied Industries, Inc.

224 Madison Term. Bldg.. Chicago

Motiograph
“ De Luxe ”
Projector

You can tie it in knots! And it will
not crack, nor break and the surface
remains intact — practically forever.
The leading projectionists of the
country recommend and use Rock-
bestos Motion Picture Cable. Would
you like a piece to tie in a knot?
We’ll send it. Just a card will bring it.

Motiograph “ De
Luxe ” Projectors
in Proctors 86th
St. Theatre, New
York, are equipped
with Rockbestos

When you buy M. P. Cable ask j or Rockbestos
— the extra flexible.

ROCKBESTOS PRODUCTS

Only the Motiograph

has the

double bearinq ball bearinq Movement

YOU SHOULD TRY

THE MOTIOGRAPH
DE LUXE

WITH THE

Double-Bearing

Ball-Bearing

Intermittent Movement

TO GET

RESULTS THAT COUNT!

Distributed, by

National Theatre Supply; Co,

Offices in All Principal Cities.

Enterprise Optical Mfg* Co*, 564 W* Randolph St*, Chicago

Mellon Opposes Seat Tax Cut

mm

Grand, Worthington, Minn.;
Odeon, Bartlesville, Oklahoma;
Marion, Marion, Ind.; Family,
Batavia, N.Y.; Brewster, N.Y.;
Stillman, Cleveland, O.; Ernada,
Bartow, Fla.; Diamond, Lake
Odessa, Mich.; Enterprise ,
Quincy, Fla.; Opera House,
Lebanon, N. H.; Community,
N arrow sburgh, N. Y. ; State,
Schenectady, N.Y.; Palace, Ash-
tabula, O.; Blackwell, Okla.;
Queen, Brownsville, Tex.; Rialto,
Colo. Springs; State, St. Louis;
Lincoln, Neb.; Omaha, Neb.;
Kirby, Houston, Texas; Rialto,
Beeville, Tex.; Pantages, Salt
Lake; Paramount, Ogden; Rex,
Hendersonville, N. C. etc. etc.

SPACE PREVENTS PRINTING
MANY MORE WHICH WILL BE
ACKNOWLEDGED LATER

PUT THEM ALL TOGETHER-
THEY SPELL MONEY, MONEY,

IT’S THE YEAR OF

BIG PARADE” and “BEN HUR

Member of Motion Picture Producers and Distributors of America, Inc-— Will H. Hays, President

YVVYYVVvYVVVVvWi/Yl/VVVVVVV.YVVVVVVyVVVVVV'VVl/]/.]

m/l/W.

Entered as second-class matter, August 20, 1917 , at the Post Office at Chicago, III., under the act of March 3 ,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

XXXI, No. 8

November 5, 1927

[Jamaica

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BSS^HSEBSsESSESSSSSHaSSEE

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its selection by the
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Robert Morton Organs
are built in Styles and Sixes
to suih every type of —
theatre, lar^e ox small.

N ew "York. Chic ig;o Los Angeles SanFrancisco

EXHIBITORS HERALD

3

a whole
season’s
selling talk
for some
companies

but

just two
more hits
released

in one week for

Pa ramount — ►

4

EXHIBITORS HERALD

November 5, 1927

Jesse
James”

Cj[ There’s a long, long trail of cash customers winding around Broadway and a block down 43rd
St. these days. Waiting to see ’’Jesse James” in his S.R.O. debut at the long run Rialto. Jesse’s

back at his old game of hold-up— only this time it’s New York pedestrian traffic. IJ Hundreds stop on
Broadway daily to study the covers of the old Jesse James dime novels framed on the front of

the Rialto, then step up to the box office. (A good exploitation gag, these paper-backed thrillers, {
when you play the picture. Offer 50 cents or a dollar apiece for them and get the town talking.

Newspaper advertising bearing down on the tough outlaw angle of the show and branding it ’’the

Released same day as “Jesse
James”— Bobby Vernon in
" W edd i ngWows” — Paramoun t-
Christie Comedy. "Topsy-
Turvy” — Paramount-Krazy
Kat Cartoon. Paramount News
— 2 big issues. The whole show!

true story of Jesse James ” getting marvelous results in N.Y. Play title
’’Jesse James” up big.) CJ Roosevelt, Chicago, set for long run of

’’Jesse James ”. All the big first runs in key points eager for picture.

.

Yep, chalk up another hit for all-hit Paramount in ’’Jesse James”.

'Beau

Geste

Under-

world

Chang

November 5, 1927 EXHIBITORS HERALD 5

Cfl Same big Paramount hit week with "Jesse James” comes Wallace Beery and Raymond Hatton
in "Now We’re in the Air”.The screen’s first comedy team (in time and quality) has re-enlisted!
They’ve quit fighting foney fires and they’re again fighting (?) for Uncle Sam. Daffy doughboys
in "Behind the Front”, goofy gobs in "We’re in the Navy Now” — they’re loony Lindberghs in
"Now We’re in the Air”. And how! |J You expect us to say "best Beery-Hatton yet”. Well, we
don’t have to. See the picture; then you'll say it for us! The human being isn’t born yet who can
watch without splitting his medulla oblongata with laughter these boys taking the air in bronco-
busting balloons, bilious biplanes and parachutes that even aces can’t open. |J Luscious Louise
Brooks twice the eyeful she usually is because she plays twin sisters.

Frank Strayer production. Get all set for another Paramount record-
menacer, gentlemen. And how thick and fast these Big Ones have
been coming from Paramount this fall! ^ ^ ^ ^

"Rough

Riders

6

EXHIBITORS HERALD

November 5, 1927

PARAMOUNT NEWS

scoops the
field by days
with first and
only film

Ruth Elder in Azores wearing famous cap of
her rescuer , Captain Goos of the 66 Barendrecht

RUTH ELDER -,L AZORES

q On the screen Tuesday, October 25th. On the front pages
of leading newspapers everywhere Wednesday, Azores pic-
tures of Miss Elder and story of how this brilliant scoop was
made! Tons of publicity! €J One of 6 brilliant features in
national issue 26 of Paramount News — and 22 marvelous
local news specials!

A GREATER NEWS REEL!

6167

Q ne of the
seasons biggest

WILLIAM SISTROM presents

BESSIE LOVE

Produced by

DeMILLE PICTURES CORPORATION

Pa

F.V-A,

m

*

- NSW*

h ;

e. Inc.

f*TH* WUTf KN» -

' • - ■ ■

Screen play by DOUGLAS Z. DOTY
from the story by MAJOR ROBERT GLASSBURN
MAJOR ALEXANDER CHILTON and
HERBERT DAVID WALTER

WAR DEPARTMENT

TELEGRAM

LUTZ WAHL

The Adjutant General

DONALD CRISP

Production

Cecil B. DeMille
De Mille Studios
Culver City, Cal .

Dress Parade previewed by
War Department yesterday
and approved for release
with exception slight
changes in four captions.
Heartiest congratula-
tions on a splendid pic-
ture typifying spirit of
West Point

Wl LLI AM

BOYD

I

Screen play by

WALTER WOODS

from the story by

JOSEPH JACKSON

Produced by

JAMES CRUZE, Inc.

Personally

directed by

Pathe Exchange. Inc

Wiwut 9TVPI0 PiCTVRCP - PATMB mswm

MTMK WUTEMNS - PATMISMIAA* - PATM«CO»UDIM

The Screens most |

FASCINATING PERSONALITY

with VICTOR VARCONI and JOSEPH SCHILDKRAUT

Pafhe Exchange, Inc.

OcMiiie studio pictures - patnenews w ■ —

WETME WESTERNS - PATHtStRIALS - PATHK'COMEOIE*

Foreign Distributors Producers International Corporation,
130 West 46th Street, New York.

WILLIAM M. VOGEL, General Manager.

Adaptation and continuity by CLARA BERANGER
from an original story by ELMER HARRIS

Directed by PAUL L. STEIN

PRODUCED BY DeMILLE PICTURES CORPORATION

1LLIAM
de MILLE
presents

Produced by

DeMILLE PICTURES
CORPORATION

Pi Mikit stwok

icryncs - Path* News

Pa-toiT Westerns - patm£siri

t/l? St<

^LUSi

m

j

K ~m'~ ' ' j

■Vi

I w flV

i jH

1

the opinion of critics,
the preference and pat-
ronage of the public, the
judgment of the Trade
are barometers of value

THEN

the most important an-
nouncement of many
years past is the fact that

is now ready for booking

( National release date Oct . 30)

8

EXHIBITORS HERALD

November 5, 1927

fcaqiy ;

Aoitatt°n

King °* ^ eXP

Car/ Laemmle presents

Erectors'.

The remarkable epic of the air with
Raymond Keane, Barbara Kent and
Jack Pennick. From story by Lieut.
Howard Blanchard — AN EMORY
JOHNSON PRODUCTION Direct-
ed by Emory Johnson.

Two mighty box-office smashes backed
by amazing exploitation tie-ups that

because title story, author and director are box office naturals and Univer-
sal gives you complete exploitation plans and tie-ups that are absolutely

SURE FIRE!

te in Univers

November 5, 1927

EXHIBITORS HERALD

9

Presented by Carl Laemmle,
Story by Emilie Johnson,
Directed by Emory Johnson,
AN EMORY JOHNSON
PRODUCTION.

with Neil Hamilton, Ralph
Lewis, Dorothy Gulliver,
Nigel Barrie and others.

will absolutely mop up for every theatre
in America! Ask your nearest exchange
for complete details!

the greatest exploitation director in the business
has written a great story around a subject that
touches the hearts and homes of every man, woman

and child in the country America’s finest the

blue-coated policeman.

& icf Gun Group/

g

„^.QP.yc>,

cJkf, better Entertainment

November 5, 1927

JOHN M. STAHL

V ice-President
Supervising Production

JOHN M. STAHL, one of the most capable
and successful producers of motion pic-
tures, becomes Vice-President Supervising
Productions for TIFFANY-STAHL PRO-
DUCTIONS, Inc.

MR. STAHL’S record of performances as
the supervisor of GREAT BOX OFFICE
ATTRACTIONS, has meant much to the
industry and to the public.

With the advent of MR. STAHL into the
production activities of Tiffany, a change
of comprehensive proportions in the cost
and quality of TIFFANY-STAHL pic-
tures is now in the course of preparation.

MR. STAHL has made an enviable reputa-
tion in his chosen line of endeavor and has
been endorsed as one of the outstanding
producers of the kind of pictures WHICH
CREATE BOX OFFICE VALUE.

TIFFANY-STAHL PRODUCTIONS
WILL BE THE FOREMOST BOX OFFICE
MONEY-GETTERS OF THE YEAR.

24

For 1927-1928
GEMS FROM TIFFANY

(This includes 4 \

JACK LONDON STORIES /

24 TIFFANY COLOR CLASSICS
f Short Reel GemsJ
Playing De Luxe Theatres
Everywhere

DJ.ME-NSmN

TIFFANY-STAHL PRODUCTIONS

1540 c> goad way SXCHANGes evewmsne NEW YOfiK cit

Are you cashing in on

GENE TUNNEY ^FIGHTING

with WALTER MILLER and MARJORIE GAY

Colonial Theatre, Depew, says, "I am pleased to advise that
'The Fighting Marine’ with Gene Tunney did a gross business
about 200% higher than the usual Monday night business at
this theatre.”

Grab this timely subject- Its a knockout f

A Patheserial of IO smashing chapters

i

y4 vlation! Wow! Here's a genuine scoop!

find a short subject on football .

that's a winner /

GRANTLAND RlCE/?/r*se/7/5 •

FOOTBALL SENSE

Directed Ay' CHICK" MEEHAN

N. Y. U.’s Qreat Football Coach

Produced by John L. Hawkinson Edited byGrantland Rice
Titles by W. B. Hanna, famous football writer

Ask your PATHE Exchange about this

A Clean-up
for the

Football Season /

MONTY BANKS a FLYING

Be the first
to show if /

Directed by HERMAN RAYMAKER

Here’s your chance to make a real ten-strike.

A riotous thrill comedy on AVIATION — the
first BIG SPECIAL COMEDY on this live
subject.

Hal Roach presents

A RE-ISSUE WITH NEW PRINTS-
NEW PAPER AND ACCESSORIES

Pafhe Exchange. Inc.

Dc mill* studio Pictures - Patwe news

PaThE WESTERNS - PAT HE SIP I A LS - PatmECOM C DIES

November 5, 1927

EXHIBITORS HERALD

11

MADE TO

FOR THE

ORDER

SEASON !

Directed by

fcOB’T. McGowan

THANK you, Mister Hal Roach,

FOR the best “Our Gang” of ’em all
“YALE vs. Harvard” is a wow!

JUST right for the football season !

FOR all ’round quality in
FEATURES, Newsreel, Comedies, Shorts
YOU'VE really got to hand it to

METRO-GOLDWYN- MAYER

The Life of the Party

REALLY the GREATEST
OF ALL PRODUCTS!

No otw? can deny it!

3 CHANEYS 2 GILBERTS

4 HAINES 3 SHEARERS

3 DAVIES 1 SYD CHAPLIN
1 NOVARRO 2 GARBOS
1 GISH 2 COOGANS
6 McCOYS 2 DOG STAR
3 CODY-PRINGLES
3 DANE- ARTHURS
5 COSMOPOLITANS

POWERFUL SPECIALS

CARDEN OF ALLAH ( Rex log ram )
THE CROWD (King. Vidor)

THE COSSACKS (John Gilbert)
ROSE-MARIE— NAPOLEON
MLLE. FROM ARMENTIERES
IN OLD KENTUCKY

QUALITY SHORTS

HAL ROACH COMEDIES

OUR GANG — MAX DAVIDSON
CHARLEY CHASE — ALL STAR

M-G-M NEWS

Twice Weekly — The New Newsreel

M-G-M GREAT EVENTS

Entirely in Technicolor ■

M-G-M ODDITIES

Produce <1 all over" the world by UFA

12

EXHIBITORS HERALD

November 5, 1927

New York dem

of funniest DO(

*

after record wee

TWO ARABI

(~~Presented by Howard

moves to RIV/OLI- UNITED AR

“Paramount audiences thrown
into high state of glee,”

N. Y. Times

“A laugh in every twenty feet
of film,”

4 The perfect comedy with the
funniest pair of soldiers that
ever graced a film,”

N. Y. Tribune

N. Y. American.

“Hilariously funny. Superior
comedy.” ,v. Y. Pest

ii

Destined to enjoy a long life
and a happy one,”

Eve. World

!the Crowds so B
"The LAUGH!
"Ihe wei

" 1*

illy

WAft. 60VI
MARY ASTO

UNITED AR.TIW PICTUI

November 5, 1927

EXHIBITORS HERALD

13

ids longer run
jHSOy Comedy

dt PARAMOUNT ,

S KNIGHTS

?s <WJohn W. Considine Jr.

fTS THEATRE -for extended run

“One of the funniest comedies
since Chaplin’s ‘The Kid/ Line
forms to the right for this one/’

N. Y. Telegraph

“Two Arabian Knights one of

“At Paramount they’re laugh-
ing loud, lustily and linger-
ingly*” DaHy News

“The most amusing of the war
comedies/’ a, F. Journal

the recent GEMS/’

N. Y. Mirror

“A comedy which you could
not afford to miss.” N Y Telegram

5 loud
0 short

®n<Jer thev m
>r a lo r m

id LOUIS WOLHEIffl

From the story by
Donald McGibney

Directed by
LEWIS MILESTONE

Supervised by John W. Cons'dine, Jr.
Produced by The CADDO Company

14

EXHIBITORS HERALD

November 5, 1927

WHEN A FELLER NEEDS M-G-

GEE, FELLERS
MY POPS GONNA

SHOW METRO- GOLDWYN- MAYER
PITCHERS IN H1STHEAYTEROOH-
IT SAYS LON CHANEY
AND TOt+N
GILBERT!

HOT DIG!- MY fbPS
CONNA SHOW "THE BIG-
PeERADE2AN'”BEN-HUR AND
LOOK Y— IT SAYS BILL HAINES
AN' S/D CHAPLIN

IS m-g-m

STARS *

OOH- SWELL -IT SAYS
GRETA GARBO AN' NORMA
SHEARER -MY POPS SOME
PUMPKINS IN THIS BURG-
ALL

RIGHT, ALL RIGHT.'

TH£MS ALL MY FAVORITE
ACTORS 1?®! OH BOY WHEN
RAMON NOVARRO AND TACKlE
COOGAN AND MARION DAVIES
AND LILLIAN GISH' COMES
I'LL BET I'LL
BE GLAD!

JES' LISTEN TOfHIST-

EELLERS! KARL DANE& GEORGE K-
ARTHUR-H03RAY/-AN TIM
M'COY- GOLLY HE'S HOT STUFF1
AN' LEW CODY AW' AILEEN PRINGLE

GEE 'MY FOP RUNS
£=* ”\TH£ DES'SHOW

in row

AN'YHATS not aliTX

w

NEITHER! IT SAYS HERB 11 OUR GANG //r
OHBOY-1- AN'ALL THEM WONDERFUL HAL
ROACH COMEDIES AND A BIG
NEWS REEL AND A LOT MORE
GOOD PITCHERS.
vTHREE CHEERS
TOR FOP!

AY POP CAN LICK ANY
GUY M SWOW'W' PICTCHERS
I GUESS ANY BODY THAT DONT
SHOW METRO - GOLDWYN- MAYER
PITCHERS IS TES
DUMB-BELL )

HEY DAD YOU'RE A
DUMB-BELL FOR WOT
SHOW IN 'THEM WONDERFUL
METRO-COIDWYW -
MAYER.

PITCHERS!

We did it in Seattle--

Roaring riot at the Liberty!

In Kansas City too—

Business topped all other houses
at the Mainstreet!

We did it down inWafhingto

Boosted gross at the Metropolitan!

WE’LL DO THE TAME
FOR YOU/*

Pyrotechnic Panic Packed
* with Pull for Every Patron!
Its Box-office Deputation is
growing by the minute!

Pictures ,nc.

gr- __ Presents c‘

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JgSgb=== _nY mines’

“““"" e of Prev\e«mg JOHNght b {ore a

£33£S%S5Sp&!B

gg^' ' — — iffai

C. c. CKelle^W*^^|^^WISPP

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Z7ZTd lN° P,ace Tor ,^|

c°medy Z h**hit*S* inwhh

a"gfeS. Great L r> has P/entv nf **

*PPeal.” box-office cast t fnew

- ~ *r* Lots nf

'••'sri-

re ^e

PREVIEW PROOF

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-5613.

Janies Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-16 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Presentation Acts 32

The Theatre 45

The -Film Mart , 43

Classified Advertising 48

The Box Office Ticker 57

“What the Picture Did for Me” 49
FEATURES

Los Angeles, by Ray Murray.... 26

Pictorial Section 27

Re-Takes _ 26

Service Talks, by T. O. Service 42

Letters from Readers 47

Chicago, by W. W 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue

MELLON opposes tax repeal on admissions to theatres; Levy is
not excessive, House Committee is told; Treasury head urges
reduction of corporation levy.

TWO firms limit block booking; Short product is divorced from
long in group sales; Paramount and M-G-M are understood to
have applied last of “Six Points.”

SUNDAY closing hampers town; Trade is drawn to cities with
Sabbath openings; Theatres are asset whether operating seven
days or six, survey shows.

PATHE plays eleven theatres in Broadway area at same time;

Eight show DeMille productions — “Tough,” says bandit when
he is foiled by clock.

HUNDRED paid up members give
Motion Picture Club flying start;

Nominating committee is selected Victor

Orchestra is signed at Strand — Harry
Goetz is feted by Consolidated.

T TNITED ARTISTS theatre opens
Thanksgiving Day on Coast — Harold
Lloyd and company return to Hollywood
from New York — Clarence Brown is hon-
ored by cast.

TO ENSON organization of Chicago starts
Bandshow Circuit with fifty name
bands and two hundred presentation acts
now ready for independent picture houses.

QUIT of Sydney Samuelson against
M. P. P. D. A. is set for trial soon —
Ohio convention dates are moved to

November 1 6 and 1 7 Paramount makes

$2, I 00,000 quarterly net profit.

TA OG RACES open in San Antonio only

to be stopped by district attorney

Paramount executives meet in Chicago
and see “Wings ’ open — Laurier case will
be appealed.

MEW YORK sees Universal’s “Uncle
~ Tom’s Cabin” premiere this week at

Central Herbert Washburn succeeds

Sampson as F B O manager at Chicago.

|AES MOINES owners discourage women
J smokers at theatre — Fight over
British quota bill enters final round in
Parliament November 8.

JOHN M. STAHL joins Tiffany — Fine

J Arts studios are purchased Twin

City strike ends after four bombings

Stanley names new house for Sidney Kent.

“The Studio” appears as Section Two
of This Week’s Issue of the “Herald”

18

EXHIBITORS HERALD

November 5, 1927

EXHIBITORS

HERALD

Qjie independent ^Blm Srade ^ aper
Martin J. Quigley, Publisher ^Editor

(?%•

Published Every Wednesday by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week. The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI November 5, 1927 No. 8

Hays Office “ Censorship ”

THE Dramatists Guild has recently been in a series of
highly agitated sessions questioning the right of the
Hays organization to bar the filming of certain plays. The
Guild is wasting its time. The Hays organization not only
has the right, but is under an imperative responsibility,
to resort to every means within its power to keep from
the screen material of an unsuitable type. The Guild
would do well to seek to cooperate in this policy of the
Hays office and not — certainly — try to oppose it.

If several of the most popular plays and novels of the
past few years were not kept from the screen, by some
means, the industry now would be in a critical status.
Persons looking to the welfare of the general public
would consider the industry their enemy and the busi-
ness of motion pictures would be facing every conceivable
type of interference and harassment.

The motion picture must be kept free from certain
conspicuous tendencies of the stage and of current litera-
ture. A big part in this must he played by the Hays or-
ganization and every intelligent person should realize the
reason for this and the necessity for it.

The opposition of the Hays office to any particular
play or story is not an expression of censorship. The
Hays organization simply advises its members against
production of an objectionable play or story. This is all
it does and this is all that is necessary usually, and all
that should ever be necessary. Many channels outside the
Hays organization are open for the production of any
subject which the Hays organization has placed under a
ban. When approval of the Hays office is withheld it
simply means that the members of that association, who
are handed together for common protection, are not fool-
ish enough — or should not be foolish enough — to place
the objectionable work upon the screen.

While there can be no doubt concerning the right of
the Hays organization to oppose the production of cer-
tain kinds of plays and stories, a fine question might be
presented in any particular case. But this presents no
problem because the Hays organization is not a court of
last resort. Its attitude is — or should be — binding on its
own members, but if the New York producer of some
objectionable stage play wants to proceed to make a mo-
tion picture of his subject, he cannot he hindered in his

plan. Actors, technicians and directors are available as
well as studio space. Any producer may, therefore, sat-
isfy himself as to the public’s reaction by conductin'! his
own experiment.

But, certainly, the established industry, in the light of
what it knows about the public’s tastes, should not experi-
ment with this type of material.

And every effort of dramatists to force objectionable
material upon the screen should, and must, fail.

* * *

“Profitless Prosperity”

CONOMISTS are referring to the conditions sur-
j rounding a number of American businesses as
“profitless prosperity.”

“Profitless prosperity” seems very accurately to describe
the status of certain phases of the motion picture busi-
ness.

Prosperity without profit usually means the operation
of a business or an industry under a system of excessively
high costs. Two phases of the motion picture business
have been pretty much working under that system: A
part of the studio branch of the business and the de luxe
theatre.

Although we know that a valiant attempt at economy
is now being made in the studio it is still too early to
judge just how effective will be the measures of economy
which have been introduced. But it is a fact that studio
costs are more nearly in hand now than they have been
for several years and some progress in the right direction
may be depended upon.

Little, however, has taken place in the de luxe theatre
field which even suggests the bringing about of a new
order of procedure. With the opening of the theatrical
season there are renewed evidences of extravagant opera-
tion. New standards of costs are being created by the
introduction of “big name” variety acts at fabulous sal-
aries. The shows are constantly becoming more costly
and more extravagant. Profits doubtlessly are being
made in places where something like capacity business
can be consistently maintained. But if general business
conditions should bring about a tightening of the public's
purse strings many of our most elaborate institutions of
entertainment would find themselves facing a critical day.

With the public educated up to a point where they are
now accustomed to these hugely expensive shows, a seri-
ous reaction doubtlessly would take place.

Profitless prosperity is just another term for business
failure. It means, perhaps, continuing in business for
some time hut immediately that there is a letting up in
the national prosperity, it means trouble.

* * *

Fight Film Law

THE absurd federal law against the inter-state ship-
ment of motion pictures dealing with prize fights has
succeeded in keeping away from thousands of theatres
during the past few weeks what would have been one of
the most successful attractions of the season. The Tun-
ney-Dempsey fight pictures, plunged into many distribu-
tion difficulties because of the federal law, have proven
highly successful where shown and if they were immedi-
ately distributed broadcast throughout the country, the
item of net profit to the theatres would have been very
large.

This latest heavyweight contest elicited the attention
of the whole civilized world and the resultant dissatisfac-
tion over the limited distribution of the films has
prompted a popular agitation against the law. As the
industry is vitally interested it should take up this agita-
tion and force a repeal of the law.

November 5, 1927

EXHIBITORS HERALD

19

Mellon

On

Opposes Tax Repeal
Admissions to Theatres

Ohio Convention
Dates Moved to

Levy Is Not Excessive,
House Committee Told

November 16, 17

(Special to the Herald)

COLUMBUS, Nov. 1. — A complete re-
port of the government findings in the late
federal inquiry into the motion picture in-
dustry made in New York City, will be
given to P. J. Wood, business manager
of the Ohio M. P. T. O. in time for the
seventh annual convention which is to be
Nov. 16-17, instead of Nov. 15-16, as was
previously announced.

From the convention the report will be
given the 500 Ohio exhibitors who are
expected to be in attendance. Head-
quarters will be at the Deshler-Wallick
Hotel, and among the out-of-town speakers
will be C. C. Pettijohn, of the Will Hays
organization; Congressman James T. Begg,
of Sandusky; R. F. Woodhull, president
of the M. P. T. O. as well as Attorney
General E. C. Turner, John L. Clifton,
state superintendent of Instruction, and
Gov. Donahey.

The climax of the convention will be
the banquet and dance which will take
place at the Deshler-Wallick, in the Hall
of Mirrors. All Ohio exhibitors, whether
members of the association, or not, are
being invited to this convention.

$2,100,000 Quarterly
Net Gain for Paramount

(Special to the Herald)

NEW YORK, Nov. 1. — Paramount esti-
mates its profit after all charges and taxes,
for the third quarter of 1927 to be ap-
proximately $2,100,000, which, after pro-
viding for preferred stock dividends,
amounts to $3.31 per share on 588,431
shares of common stock outstanding, mak-
ing a total profit per share for the first
nine months of 1927 equal to $8.83 per
share.

A comparison of the same quarters of
1925 and 1926 follows.

Third Quarter 1926

Net Profit $1,052,000.00

Shares Outstanding at

End of Quarter.... 574,523.00
Profit per Share After
Providing for Pre-
ferred Dividends.... $1.55

1925

$1,408,000.00
243,431.00 ,

$5.10

“Producer” Disappears ;
Merchants Lose $200

( Special to the Herald)

CAMERON, MO., Nov. 1. — A . man,
about five feet four inches tall and having
one defected eye, swindled merchants of
Cameron, Mo., out of about $200 under
the pretense of arranging of “home tal-
ent’’ motion picture production recently.
The merchants contributed to the enter-
prise and were supposed to receive ad-
vertising in return. When it came time
to make the picture the man disappeared.

Shauer Goes to Europe

(Special to the Herald)

NEW YORK, Nov. 1.— E. E. Shauer,
general manager of the foreign department
of Paramount, and Mrs. Shauer are sailing
for a several weeks’ visit to Europe.

Treasury Head Urges Corporation Levy Reduction
Aiding Individuals in Film Industry

By FRANCIS L. BURT

WASHINGTON, Nov. 1. — The Treasury Department is firmly
against the repeal of the admission tax.

Advocating tax reductions which will affect individuals in the film
industry, Secretary of tfie Treasury Andrew Mellon, appearing before the
House committee on ways and means October 31 at the opening of its
hearings on the new tax bill, declared he was in favor of retaining the
admission and other excise taxes as well as the automobile tax.

Calls Repeal Move Inadvisable

Admitting that pressure will be brought to bear on Congress to repeal
these taxes, the head of the Treasury declared his inability to agree to
the advisability of such a repeal, pointing out that once they are repealed
they cannot be reimposed in time of peace, and asserted that they should
be retained “in the interest of a well-balanced tax system.”

“It is difficult to imagine a more ideal
tax than one of, the $40 ringside seats
at the recent Tunney-Dempsey fight,”

Mr. Mellon said. “Surely no one will
contend that the men and women who
were willing to pay $40 for a seat for
30 minutes of boxing could not well af-
ford to contribute $3.64 to the United
States Government. The revenue yield
from the particular fight was $242,065.71.

Denies Tax Is Excessive

“The taxi'of 60 cents for a box seat
costing $6 for a world series baseball
game, and the tax of 30 cents for a $3
box seat at a representative theatre is
not considered excessive.

“The exemption of all admissions
of 7.5 cents or less eliminates the tax
on the recreation and amusement of
an overwhelming majority of our citi-
zens. Those who pay more than 75
cents can well afford to make a con-
tribution to the Government, and such
an excise tax cannot be held to be
burdensome or to impose a restriction
on legitimate recreation.”

The admission taxes, the Secretary
showed in tables he submitted to the
committee, range from 9 to 10 per cent
of the price paid by the purchaser, a
theatre seat selling for $3.30, including
tax, carrying 30 cents as tax or 9.09 per
cent of the price paid.

While the box office is given no con-

sideration in the Secretary’s tax recom-
mendations, individual members of the
industry would benefit by his sugges-
tions that the corporation tax be re-
duced from 13^4 to 12 per cent and that
corporations with net incomes of $25,-
000 or less, and with not more than 10
stockholders, be permitted to file returns
and pay tax as partnerships at their op-
tion. This latter change would result in
materially reduced taxes, he pointed out.
He also recommended reductions in the
intermediate surtax brackets and the re-
peal of the Federal estate tax.

The total reductions proposed by the
Secretary would be approximately $225,-
000,000, and this figure, he warned,
should in no event be exceeded.

Amusement Admission
T ax Reduced in Ontario

(Special to the Herald)

ONTARIO, Nov 1. — The Provincial
Amusement Tax on admission tickets sell-
ing at 25 cents and under at all theatres
in Ontario was abolished today by the
Ontario Government, the tax on higher
priced tickets remaining the same as before.
Premier G. H. Ferguson of Ontario in-
timated that the cutting down of the
Amusement Tax would reduce revenue to
the public treasury to the extent of $500,-
000 a year.

Suit of Sydney Samuelson Against

M. P. P. D. A. Set for Trial Soon

(Special to the Herald)

NEW YORK. Nov. 1. — The long pending suit of Sydney Samuelson, New-
ton, N. J., exhibitor, against Will H. Hays and members of the Motion Pic-
ture Producers and Distributors of America, has been marked up on the
calendar for immediate trial in the Federal Court of New York. Motions
for separate trials made by several of the defendants last week were denied
by Judge Julian W. Mack. The other defendants named are Paramount,
First National, Metro-Goldwyn-M ayer and Fox.

The original suit was filed three years ago, and Samuelson charged that
the defendants represented a monopoly in restraint of trade, and grew out of
his refusal to appear before a board of arbitration. He charges conspiracy
and seeks damages in the amount of $450,000.

20

EXHIBITORS HERALD

November 5, 1927

NEW YORK

WALTER FUTTER says the reason he
looks happy is because he has just got
married. . . . Abe Waxman of Warner
Brothers is taking a vacation siesta in
Cuba. . . . Henry Ginsberg says he isn’t
high-hatting by eating in the ladies room
of the Astor, it’s just because he likes the
environment better than the hunting room.

. . . Herbert J. Yates is going to be lone-
some until he gets accustomed to the ab-
sence of his right hand, Harry Goetz. . . .
Dr. Giannini and Jack Cosman were seen
lunching together last week at the Astor
but so far there have been no rumors of a
consolidation of banking interests. . . .
Abe Carlos and George Davis show that
they mean business with that new produc-
ing company by buying six important
stories right off the reel. . . . Arthur Eddy,
good publicist and regular fellow, is in
Richmond, Va., doing press work for C. C.
Thomas Productions. . . . Sam Harris,
editor and owner of Cinema, important
British film paper, left Saturday for the
West Coast to see how they make pictures
in this country. . . . Pete Woodhull starts
today for a long swing around the wild and
woolly circuit, taking in Oklahoma, Texas,
Arkansas and other foreign seaports. . . .
Eddie J. Smith, livewire salesmanager of
the livewire Tiffany company, who has
been seriously ill in Buffalo, is well and
back on the job. . . . Charlie Einfeld, of
First National, had a birthday last week
and says, although he’s only a mere youth,
he’s not going to have any more. . . .
Louis U'olheim is reported having his face
lifted, or something, but denies he’s doing
it to make Bull Montana jealous. . . .
George Fischer, who has five or six thea-
tres in Milwaukee, was in New York last
week telling Jack Cohn how much money
he made off “The Blood Ship” and Jack
listened. . . . Wayne Pearson, one of the
king pins of road show handlers, has tied
up with Universal and will have charge of
“Uncle Tom’s Cabin”. . . . E. A. Schiller
says that the report that Loew, Inc., was
the real purchaser of the Poli circuit is a
lot of bunk. . . . Pete Smith, who has been
spending a vacation in a hospital since com-
ing east with Louis B. Mayer, is so far re-
covered as to be on the job again. .
Bob W elsh, now personal representative of
Carl Laemmle, will go to the Coast with
his chief shortly after the opening here of
Uncle Tom’s Cabin”. . . . Mayor Jimmy
Calker answers the rumor that he will
join some film company by saying that it’s
a lot of bologna,” and a lot of us knew
that all the time. . . . Phil Reisman
would have placed Pathe product in more
than eleven Broadway houses for this
week only he couldn’t find any more pic-
ture theatres. . . . Hy Daab has written a
play and it’s not his first offense, so what’ll
we do with him, men?. . . . Lou Metzger,
general salesmanager of Universal, was op-
erated on in St. Luke’s hospital last week
and will be laid up for several weeks. . . .
George E. Kann, assistant to Louis B.
Mayer, was in New York last week on the
sad errand of burying his mother.

— SPARGO.

The Newlyweds’
Christmas Party

Even if the days still may he
warm, a glance at the calen-
dar brings the reminder that
there are only seven more shop-
ping weeks before Christmas.
Snookums has a real time of it
in “The Newlyweds’ Christmas
Party” a Stern Brothers com-
edy of the Newlyweds series,
which Universal will release
December 11.

November 5, 1927

EXHIBITORS HERALD

21

Two Firms Limit Block Booking

Paramount Head, Sh°rt P™>duct Divorced

Meet in Chicago; From Long 111 Group Sale

See “}Win£[S ” Open Paramount and M-G-M Understood to Have Applied

Last ot "Six Points " Already

(Special to the Herald)

NEW YORK, Nov. 1. -Ever since the closing day of the Trade Prac-
tice Conference, held here by order of the Federal Trade Commission,
there has been much speculation as to when the famous “Six Points,”
conceded by the distributors on the block booking issue, were to become
operative.

Distributors Still at Sea

The distributors themselves seemed to be pretty much at sea on the
beginning time, some asserting that the Six Points became operative at
once, and others that they would become operative with the advent of the
new Standard Exhibition Contract, which is promised for the selling season
of 1928-1929. And most of them are still at sea.

The national meeting of Paramount
branch and district managers was held in
Chicago last Saturday and Sunday with a
large number of the officials attending the
Chicago opening of “Wings” Sunday night
at the Erlanger theatre. This is the first
picture ever to play in the Erlanger, form-
erly known as the Palace. The house was
sold out.

Among those present from the home of-
fice and the branches were : Adolph Sukor,
Jesse L. Lasky, Sidney R. Kent, Waltei
Wanger, Charles E. McCarthy, Russell
Holman, James Clark, Mike Lewis, Joseph
Seidelman, John D. Clark, Leon J. Bam-
berber, John Hammell. George J. Schaefer,
Emanuel Cohen, Stanley Waite, G. B. J.
Frawley, A. O. Dillenbeck, Harold Hurley,
Ed Corcoran and Doc. Stern.

“Wings” is said to be playing to standees
at each showing in New York at the end
of its twelfth week and in the face of
stiff competition.

New Studio to Be Built
In San Fernando Valley
By George Clark Firm

(Special to the Herald)

HOLLYWOOD, Nov. 1. — -Another mo-
tion picture studio is to rise in San Fer-
nando Valley at Garrick and Eldridge
streets, San Fernando. The George Clark
Motion Picture Producing Company has
purchased 19 acres of land and construc-
tion of first units of the studio will start
this week.

Prices in Kansas City
Cut in “Patronage War ”

( Special to the Herald)

KANSAS CITY, MO., Nov. 1.— With
the announcements that Loew’s have taken
over the Newman and Royal theatres,
Paramount leased first run down-town
houses, and that Loew’s 4,000 seat Midland
has opened, a theatre patronage war has
begun. The Liberty and Globe, first run
houses have reduced their matinee prices.

Steal Truck Load of
Films for San Joaquin

(Special to the Herald)

HOLLYWOOD, Nov. 1. — Police are
seeking a band of motion picture “hi-jack-
ers” who stole a truck load of film in-
tended for Saturday and Sunday changes
of program to San Joaquin theatres. As
soon as the loss was reported films were
rushed to Kern county from Los Angeles
and arrived in time for the evening per-
formances.

John Albecker , Pioneer
Theatre Man, Is Dead

(Special to the Herald)

EVANSVILLE, IND., Nov. 1.— John
Albecker, 84 years old, pioneer theatre man,
dropped dead in the downtown district,
following a stroke of apoplexy. He oper-
ated the Opera house, the People’s thea-
tre and the Apollo theatre, and at one
time was manager of Cook’s Park.

One point of these six, however, and
one that is of great importance to ex-
hibitors generally and to two of the dis-
tributing companies in particular, has
been made effective immediately. This
is Point Six, which reads:

“News reels arid short subjects will
not be included in any block with
features and the lease of news reels
or short subject blocks shall not be
required as a condition of being per-
mitted to lease feature blocks or vice
versa.”

This was aimed at a practice which
was said to have come into operation
with Paramount and Metro entering the
short feature field. Many exhibitors com-
plained that they were forced to buy the
Paramount news reel and Paramount
short subjects in order to get Paramount
long features that they wanted, and
Metro news reel and Metro short sub-
jects in order to obtain Metro long fea-
tures.

Orders believed Issued

Just how extensively this practice ob-
tained is a matter of argument, and while
no official statement can be obtained, it
is generally known that orders have
been issued by both of these companies
for the discontinuance of the practice in
accordance with “Point Six.”

It is understood that immediately after
the presentation of the Six Points, as
the policy of the distributing companies,
Sidney R. Kent of Paramount issued
orders that the practice be discontinued.
Metro, it is also understood, took the
same action the following week, al-
though Felix Feist, when asked about
the matter, would make no statement
beyond, “I’d rather not answer that
question.” From the office of Sidney
Kent, who could not himself be reached,

came the information that the practice
had been discontinued.

The operation of Point Six is im-
portant to exhibitors as under its
operation they can purchase whatever
news reels and whatever short features
they desire without being compelled
to consider with such purchase wheth-
er it is going to affect their purchase
of long features.

Point Six is also of the utmost impor-
tance to the two big companies which
make a specialty of short features, Edu-
cational and Pathe, and of no small im-
portance to the other companies which
handle shorts. These are said to have
found their receipts dwindling alarming-
ly since the advent of Paramount and
Metro into the short subject field, and
much of this dwindling was charged to
the practice of forcing exhibitors to take
the entire short program of these two
companies in order to obtain the long
feature pictures.

Appeal Laurier Case

( Special to the Herald)

MONTREAL, Nov. 1.— The _ man-
slaughter verdict rendered by the jury in
the Court of King’s Bench, Montreal,
against Ameen Lawand, proprietor, Camil
Bazzy and Michel Arie, employes, of the
Laurier Palace theatre, Montreal, for the
disaster at the theatre last January will
be appealed.

Lawland was given two years in prison,
the others one year each.

R. S. Dawes Visits U. S.

( Special to the Herald)

NEW YORK, Nov. 1. — R. S. Dawes,
salesmanager for Fox Films Ltd. of Eng-
land, is here to confer with home officials.

Dog Races Open in San Antonio

Only to Be Clamped Down by Law

(Special to the Herald)

SAN ANTONIO , Nov. 1. — So far, dog races in San Antonio have enjoyed
a dog’s life. A dog track opened last Saturday and already has been closed
by District Attorney Chambers on grounds of misrepresentation of use of
the track. The case will have to be fought out in court before the track can
be opened again. Meanwhile a large sum of money is tied up in the tracks
and dogs.

The track, built by the San Jose Kennel and Fair association, is under the
operation of George Flynn, veteran racing promoter. A great deal of inter-
est had been aroused in the track.

22

EXHIBITORS HERALD

November 5, 1927

Des Moines Owners Discourage
Women Smokers at Theatre

Capitol Permits No One to Smoke on Mezzanine — No Difficulty at
Strand — Opheum Opposes Practice

(Women smokers and the problem they present to theatre managers
will be discussed in a series of special articles to appear in the Herald.
The first concerns the situation at Des Moines .)

DES MOINES, Nov. 1. — Theatre managements in Des Moines are
discouraging smoking by women, the efforts being directed
principally against any attempts by young girls to use the rest
rooms as a retreat for learning how to make a cigaret function. Inland
cities such as Des Moines present a special problem to theatre owners in
the matter of women smokers.

AT the Des Moines theatre, when adult
women smoke in the rest rooms noth-
ing is said, as a rule, but the theatre is
discouraging any such practice among the
young things, says Herbert Grove, man-
ager.

Nobody Smokes at Capitol

Neither men nor women smoke on the
mezzanine floor at the Capitol theatre, Harry
Watts, manager, states. He would how-
ever, permit women to smoke on the mez-
zanine if he permitted men to do so, he
said.

The Strand, under management of Jesse
Day, has little difficulty.

The Garrick, showing burlesque, has, off
the basement lounging room for women,
a vacant storage room where cigaret stubs
would appear on the floor after almost
every performance, until the janitor real-
ized the fire hazard and had the door
locked. There is no ban on smoking at
this house.

Little Smoking at Princess

The Princess, playing stock, has no re-
strictions, but there is little smoking done
in the rather small rest room right off the
lobby.

The Orpheum, under E. F. Lampman,
has little difficulty with smoking problems,
but discourages the practice among women
at his house, he states. A smoking room
is provided for the men.

Local department stores discourage se-
cret smoking among women in their rest
rooms although women smoke publicly in
the tea rooms in the same stores, Several
banks have posted signs asking women to
refrain from smoking in their rest rooms.

Des Moines theatre managers have pretty
much the same idea.

British Film Quota Bill
Goes Into Final Rounds
in Parliament, Nov. 8

British Actress Wins Pauline
Frederick's Role in
'‘Dawn” Picture

(Special to the Herald)

LONDON, Oct. 25. By Mail.— It is be-
lieved here that the Film Bill will be given
priority over other measures in the next
Parliamentary session which opens Nov.
8. Representatives of the producing, rent-
ing and exhibiting sections of -the industry
met recently to discuss their policy in re-
gard to the bill. One of the concessions
to be asked for is the removal of the pro-
vision that every film to comply with the
quota must be made by a director of
British birth.

Thorndyke Succeeds Frederick

While appreciating the great histrionic
ability of Pauline Frederick, Britain is
pleased to learn that she is not to play the
part of Nurse Cavell, the British heroine

of the war, in the new Herbert Wilcox
production, “Dawn,” on which filming has
just started in Brussells. Pauline Frederick
has been hastily recalled to America and
Sybil Thorndyke, leading British trage-
dienne, has accepted the leading role.
Arthur Maude Succeeds

Arthur Maude, who in 1926 won the
Reisenfeld medal for his American picture,
“The Vision,” has achieved outstanding
success with the first picture under his
new contract with British International.
Maude is an Englishman who, prior to
signing up with British International,
worked for eight years in Hollywood.

Business in Europe

Good, Says Mount an

(Special to the Herald)

NEW YORK, Nov. 1.- — D. J. Mountan,
president of Richmount Pictures, Inc., has
returned from a sales trip to England and
-the continent, and reports that “conditions
are exceptionally good for a high type of
production and finds that the European
renters will not take mediocre pictures as
a gift.

Among the sales made to such companies
as Serafin, Brussells ; Pathe Freres Cinema
Ltd., London ; and Argosy Films Ltd., Lon-
don, the pictures of Rayart were well
represented.

Musicians Given Raise
At Pantages, Portland

(Special to the Herald)

PORTLAND, ORE. Nov. 1.— In new
one-year contracts that have been signed
with the Portland Musicians Union, Pan-
tages has granted an increase of $2.50 a
week for men musicians.

Misses His Boat, Sues
Paris Hotel for $40,000

(Special to the Herald )

HARRISBURG, Pa., Nov. 1. —
Peter Magaro, former manager of
the Regent theatre at Harrisburg
and present proprietor of the Coli-
seum, has filed suit for damages
alleged to be $40,000 against the
California hotel in Paris, France.
Mr. Magaro alleges that he left
valuable papers, jewelry, cash,
passports and steamer tickets in
the custody of the hotel manager.
At the time scheduled for his de-
parture he applied to the hotel
officers for the return of his valu-
ables, but they refused to return
them without the authority of the
manager, who was absent from the
city.

Hoot Gibson Signs with
U niversal for 5 Y ears

(Special to the Herald)

UNIVERSAL CITY, Nov. 1.— Hoot
Gibson has signed a new five-year contract
with Universal, despite the many purported
rumors that dif-
ferences existed
between Carl
Laemmle, presi-
dent, and Gibson.

Plans for the fu-
ture call for the
purchase of the
best Western
story material,
and casts with
real box-office ap-
p e a 1. Gibson’s
p r oductions,
henceforth will
be released in the
same manner as
all star Univer-
sal-Jewels. He has just finished a circus
story, “Hey Rube !”, from an original story
by Isadore Bernstein, directed by Del An-
drews.

Dent Theatres Buys Fox,
Orpheum, at Waco, Tex.

(Special to the Herald)

WACO, Nov. 1. — The Fox and Orpheum
theatres have been taken over by Dent
theatres.

The Lyric at Spur, Texas has secured a lease
for a second house in which to show Westerns,
serials, and other attractions. The Macco has
reopened at Macco, Ark., after remodeling. M.
A. Lea has opend his Spur at Spur, Texas. Diaz
Callahan will open a new theatre at Carizzo
Springs, Texas, soon. The Palace at Newkirk,
Okla., is being remodeled and newly equipped.
The Ark at Jonesboro, Ark., has been renamed
the “Palace” and will be remodeled. The Ma-
jestic at Wellington, Texas has reopened after
remodeling. The Gem at Frederick, Okla., is
being remodeled. The Home at Blytheville, Ark.,
has received $10,000 damage by fire. The Grand
at Vinita, Okla., has reopened.

Foreign Films in Japan
Hold Lead, Says Seeling

(Special to the Herald)

SEATTLE, Nov. 1.— While Japanese
motion pictures producers are working en-
ergetically on film productions, so far their
products have not succeeded in gainings
popularity over those produced in the for-
eign countries, declares Charles R. Seeling
of the Seeling productions, Hollywood,
who recently returned from the Orient.

Sign Falls ; Hurts Girl

(Special to the Herald)

KANSAS CITY, Nov. 1.— A “bad
break” was suffered by the Queen theatre
here last week when a sign placed over
the street fell and seriously injured a
young girl. The sign advertised a re-
vival meeting which was being held in
the theatre. Now a campaign to abol-
ish street signs is in full force.

Cuba House Buys Every
Sterling Picture Made

(Special to the Herald)

NEW YORK, Nov. 1. — The entire list
of 38 pictures which Sterling has in the
open market, have just been sold to the
Cia Cinematografica Cubana, Cuba.

Girl Born to Jaffees

(Special to the Herald)

HOLLYWOOD, Nov. 1.— A daughter
was born on Thursday to Mr. and Mrs.
Sam Jaffee. Mr. and Mrs. Jaffee recently
came here from the East.

Hoot Gibson

November 5, 1927

EXHIBITORS HERALD

23

Sunday Closing Hampers Town

Trade Drawn to
With Sabbath Openings

Theatres Are Asset Whether Operating Seven Days
or Six , Survey Proves

Motion picture theatres, whether operating seven days a week or only six,
are a community asset. This is disclosed in a nationwide survey being con-
ducted by the Better Theatres section of the Herald. More than 70 per
cent of the cities covered in the first returns on the survey, as published in
the October 29 issue, reported they had Sunday shows and at the same time
the consensus was that the theatres were a big factor in community develop-
ment.

Big Fight Looms at Washington

This fact assumes a greater importance in the light of the coming attempt
by blue noses to force Sunday closing upon the District of Columbia as an
entering wedge for a Federal closing law. Many believe the fight over the
Lankford bill in the coming session of Congress will be the greatest since the
days of the famous — or infamous — Blair Sunday bill of 1888.

Secretaries of chambers of commerce
and similar bodies were practically unani-
mous in declaring that the motion picture
theatre helped to draw shoppers from sur-
rounding territory. A logical conclusion,
as expressed time after time at conven-
tions by exhibitors, is that cities where
Sunday closing is in force are handicapped
by the fact that patrons go to other towns
for their Sunday shows and that the
merchants' suffer as well as the theatre
owner because the patron develops the
habit of shopping in the town where he
does his Sunday theatre attending.

Closing Hurts Business

Illustrative of this fact is the statement
of Ronald Kingley, secretary of the Cairo,
111., Association of Commerce, where thea-
tres operate seven days a week, that “we,
like all other communities, feel very much
the effects if at any time one or more of
them are closed down for repairs or for
any other purpose.”

Even more graphic is the report from
D. A. Caldwell, secretary of the Chamber
of Commerce at Moorhead, Minn., where
a new theatre is to be erected.

“As Sunday shows are legal here,”
Mr. Caldwell writes, “and not across
the river in North Dakota, we expect
the 35,000 people in our urban area
to patronize the new house. . . . Two
local houses have 1,000 students.
Across the river is the North Dakota
Agricultural College and Experiment
Station with an equal number of stu-
dents.”

New. developments in Sunday closing
fights include a city wide move at Austin,
Texas, to force repeal of the state blue

laws. Citizens point to the fact that resi-
dents go to' other towns for Sunday shows.

The question of Sunday closing at St.
Petersburg, Fla., will soon come before the
voters for the second time in less than a
year, when repeal of the Sunday ban will
be asked.

Sunday opening won majority in the
postcard vote at Glencoe, 111., where there
has been no theatre. The vote for week
day shows was 1,297 to 283, and Sunday
shows won out 973 to 607.

Herbert Washburn
Succeeds Sampson
as F B O Manager

Herbert Washburn on Monday succeeded
Jack Sampson as branch manager of the
Chicago branch of F B O. Sampson has
held the position for a number of years,
and is at present the president of the
Chicago Film Board of Trade.

Washburn resigned his position as office
manager at the Paramount exchange to
accept the new position. He had been
with Paramount for only eight months. He
was formerly connected with Warner
Brothers at Detroit for a number of years
and is well known in that territory.

Texas M.P.T.O. Shifts
Dates of Convention at
Dallas to Nov . 9 and 10

New York Sees “U’s”
uUncleTom ys Cabin ”
Premiere on Friday

(Special to the Herald)

NEW YORK, Nov. L— Called the
supreme film effort of Universal, “Uncle
Tom’s Cabin,” will have its world pre-
miere at the Central theatre here on Fri-
day.

The picture is said to have cost more
than $2,000,000 and production lasted more
than two years on it. Almost one million
feet of film was exposed during the filming,
a great part of which was made along the
Mississippi river. The picture was directed
by Harry Pollard.

“Les Miserables,” now in its third month
in the Central is being taken out this week
to make way for the new picture.

Law Changes Cuban

Film Import Duties

(Washington Bureau of the Herald)

WASHINGTON, Nov. 1. — Extensive
changes have been made in the import
duties on motion picture films under the
new Cuban tariff law which went into
effect Oct. 26, according to reports just
received here.

The rate on raw stock has been ma-
terially reduced, being 80 cents per kilo
in the new tariff as against the former rate
of $4.16 per kilo. The duty on positives,
on the other hand, has been increased from
$4.16 per kilo to $4.80 per kilo.

Musicians 9 Pay Boost
Forces Admission Raise

(Special to the Herald)

PHILADELPHIA, Nov. 1.— The Stan-
ley and Fox theatres in Philadelphia, em-
ploying a large number of musicians, have
been obliged to raise their prices because
of a general increase of $4 a week in
salaries of musicians. These two houses
employ orchestras of about forty pieces.
The afternoon prices at the Stanley and
Fox theatres will be SO cents, the evening
prices 75 cents. The loges at the Fox
theatres have been increased to 99 cents.

Capitol Celebrates

Eighth Anniversary

( Special to the Herald)

NEW YORK, Nov. 1. — The Capitol
theatre is celebrating its eighth anniver-
sary this week, and a special anniversary
radio program has been designed. A
wide diversity of talent is on the pro-
gram.

Tent Shows Are Barred
From El Campo, Texas

(Special to the Herald)

EL CAMPO, TEXAS, Nov. 1.— Carni-
vals and tent shows have been forbidden
to operate within the city limits.

Pittsburgh Prices Cut

(Special to the Herald)

PITTSBURGH, Nov. 1. — Two Stanley
houses have just cut their matinee prices.
The Grand, to 35cx and the Davis from
50c to 35c in the balcony and loges, and
from 60c to 50c for the main floor, these
prices holding to 5 :30. Saturday prices
remain the same.

Breaks Legs Doing
A Publicity Stunt

(Special to the Herald)

NEW YORK, Nov. 1. — Just as
the police were in position to
“rescue” him as he hung from a
rope ladder suspended four stories
above the sidewalk from a film
advertising sign in front of the
Criterion theatre, Charles Cayton,
electrician who had been tinkering
around to attract attention, fell
two stories, landing on top of the
marquee, and broke both legs.

(Special to the Herald)

DALLAS, Nov. 1.— The dates for the
convention of the M. P. T. O. of Texas
have been changed from Nov. 8-9 to No-
vember 9 and 10. Pete Woodhull, presi-
dent of the M. P. T. O. A, is expected to
give an address.

Exchange Moves

The Chicago exchange of Columbia
Pictures moved this week from its old
offices at 738 S. Wabash to the Film
Exchange building, 831 S. Wabash. Ac-
cording to Henri Ellman, manager, Co-
lumbia has just closed a five year con-
tract with Cooney Bros., and a number
of other important contracts have re-
cently been closed.

24

EXHIBITORS HERALD

November 5, 1927

NEWSPICTURES

Star of Georgia GoldenTornado
Puts Ball Across B. O. Line

Frank Harris of Tech’s Pony Backfield Operates DeKalb Theatre,
Newest Suburban House Near Atlanta

/ATLANTA, Nov. 1. — It’s a far cry from the gridiron to the theatre,
L\ but Frank Harris has bridged the distance with a few long, well-
1. A. measured strides. Two years ago he was wearing the old gold jer-
sey and other trappings of Georgia Tech’s famous Golden Tornado, and
holding up a fine record in the backfield; today he controls the managerial
reins of the DeKalb theatre, the newest and one of the most attractive
suburban theatres in the Atlanta district.

FRANK was absolutely at home on the
football field ; he is equally at ease in
the theatre. As a matter of fact, he was
learning theatre
operation from the
inside long before
he left grammar
school. In Fitz-
gerald, Georgia,
his home town,

Frank’s father, the
late J. H. Harris,
was a banker and
insurance factor.

But the senior
Harris did not
confine his activ-
ities to banking
and insurance.

Two years be-
fore his death he
bought and began
operation of the
Amusu theatre.

That was in
Frank’s grammar Frank Harris

school age. Nat-
urally enough during his off hours
from school, the boy gravitated to the
theatre. The more he got into the atmos-
phere of it the better he liked it. All
during his preparatory school years, and
even after he entered college, the idea
of operating a theatre lay in the back-
ground of his consciousness.

Wins “Pony Backfield” Post
When he was graduated from Tech High
he promptly matriculated at Georgia Tech
where his athletic career assumed larger
proportions. At Georgia Tech he played
four straight years, first on the Freshman
team and later on the varsity.

It was in the season of 1925-26 that
Frank made his most brilliant show-
ing on the Golden Tornado, playing
halfback, despite the fact that he
lacked the physical bulk usually de-
manded for that position. He be-
longed to the “ pony backfield ,” a
group of sterling players whose size
separated them from the heavyweight
class.

There was no uncertainty in Frank’s
mind about his business career when he
was graduated from Georgia Tech in June
of 1926. As soon as his diploma was safely

tucked away he started for Fort Myers,
Florida, where his brother, the late J. P.
Harris, had bought two theatres while
Frank was bucking lines for the Golden
Tornado. In Fort Myers he became assist-
ant manager for his brother’s theatres —
the Arcade and the Court — and there he
remained until, following his brother’s
death, both houses were sold to Universal.

“Trains” at Greensboro

Frank Harris had launched out in the
field of his choice and he had no idea of
turning back. He returned to Atlanta
where, through Robert B. Wilby, prime
factor in a thriving group of North Caro-
lina theatres, he was sent to Greensboro,
N. C., and assigned to the Imperial theatre.
During several months under the direction
of E. W. Street, he gained valuable prac-
tical experience.

The next move brought him back to
Atlanta where he was placed in charge of
advertising for Community Theatres, Inc.
That company, organized by Wilby in asso-
ciation with Arthur Lucas and W. K.
Jenkins, controlled four suburban houses in
the Atlanta district — the Tenth Street,
Palace, West End and Capitol View. The
next four months were busy ones for
Frank. , He studied each community, each
theatre’s problems, and devoted his energies
to devising advertising and publicity that
would bring concrete reaction in the box-
office.

Made Manager of DeKalb

That he succeeded to the entire satisfac-
tion of his sponsors is borne out by his
appointment to the managerial post at the
DeKalb, the newest enterprise of Commu-
nity Theatres, Inc. Incidentally, the DeKalb
is the only theatre in Decatur. From time
to time in years past unsuccessful efforts
had been made to establish a motion pic-
ture theatre there. The population of the
town, which happens to be older than
Atlanta, justified a theatre, but the shotgun
yariety had been a dismal failure. Where-
fore, when the Wilby-Lucas-Jenkins com-
bination planned a theatre for Decatur, they
planned a house vastly superior to any-
thing the community ever had had before.

Since the DeKalb made its debut on
August 8 — barely two months ago — Frank
Harris has more than justified his appoint-
ment. He has made a host of friends in
the community.

INTERNATIONAL NEWSREEL NO. 86 — Hor.es sot
speedy pace at Jamaica, L. I., on course deep in
mud— Left hooks and uppercuts now stylish at

William and Mary college A pie weighing a ton

is given away at Yakima, Wash.
INTERNATIONAL NEWSREEL NO. 87 — Col. Lind-
bergh completes 22,350 mile air tour at Phi'a-
delphia — Orphan “shoeless wonders” w'n on
gridiron at Lynchburg, Va. — -Carroll freed after
4 months in Federal Cell at Atlanta, Ga.

PATHE NEWS NO. 87 Rah! rah! boys stage a

new kind of mud rush in New York— Three
roaring lions come to Memphis zoo — -Pennsyl-
vania hails Col. Lindbergh.

FOX NEWS NO. 7— Frenchmen fly South All n'.ic

in a single hop Typewriting champs compete

for crown Levine, ocean flyer comes back by

boat.

FOX NEWS NO. 8^— Mississippi relief work is in-
spected by Secretary of War— Seadomes to
make ocean flights safe— West and East meet
high above New York when plainsmen get their
broncs into the open on a hotel roof.

FOX NEWS NO. 9' — Mexican border patrol shown
during a raid— World’s biggest pie baked by
school at Yakima, Wash.— College boys at Wil-
liam and Mary get fistic education.

PARAMOUNT NEWS NO. 25— It’s a dippy ride for
racetrack motor bikes in England— Cavalry
school at Fort Riley, Kan., holds maneuvers —
Flashes from everywhere; Kansas City, Fabe
Ruth and Lou Gehrig thrill orphan boys; At
Brussels, Belgium, Albert attends celebraion;
Berlin, family wears nothing but Ron skins all
year round !

PARAMOUNT NEWS NO. 26 Exclusive pictures of

Ruth Elder’s rescue off the Azores^— St. M chel,
France. Big tide, which comes every 100 years
cuts off city from mainland— Gene Tunney takes
rest in the Maine woods.

M-G-M NEWS NO. 21— Lindbergh completes 22,000
mile air tour— Will Rogers flies as airmail pas-
senger across continent and back in four days—
Earl Carroll leaves Atlanta prison— Hoods save
cows from flies.

KINOGRAMS— NO. 5337— Interpretive dancers
show “poetry of motion” on shore of P. cific- —
St. Petersburg, Fla., gives free instruction in
aquaplaning— New York City has floods caused
by unprecedented rains.

KINOGRAMS NO. 5338— Lindbergh completes 22,-
350 mile air tour— Walter Johnson ends long
baseball career — -Army mule chawed by Yale
bulldog at New Haven before 77,000 sp ctators.

St, Louis Police Will
Enforce Theatre Laws

(Special to the Herald)

ST. LOUIS, Nov. 1. — Effective at once,
the city ordinances of St. Louis, Mo., pro-
hibiting the overcrowding of theatres and
other places of public assembly will be
rigidly enforced, Chief of Police Gerk has
announced.

In orders issued to the various district
captains and lieutenants Chief Gerk has in-
structed them to arrest managers and own-
ers of any theatres or other places that
violate the ordinances.

Woodcuts Exploitation

(Special to the Herald)

HOLLYWOOD, Nov. 1.— A number of
etchings and wood cuts of scenes from the
Harold Bell Wright story, “The Shepherd
of the Hills,” by Franz Geritz, will be ex-
hibited in the New York Public Library
and will be used also for exploitation of
First National’s picture. A woodcut of the
director, A1 Rogue, is to be exhibited in
Paris.

Dickinson with Langdon

(Special to the Herald)

LOS ANGELES, Oct. 25.— Weed
Dickinson last week assumed his duties
as publicity director for the Harry
Langdon Corporation. The place was
made vacant when Don Eddy became
general manager.

Tiffany Manager Moves

(Special to the Herald)

KANSAS CITY, Nov. 1. — Eph Rosen
has been made manager of the Milwaukee
exchange of Tiffany. C. A. Jones suc-
ceeds Rosen here.

Twin Cities Strike Ends After Sixth

Week; Both Sides Make Concessions

(Special to the Herald)

MINNEAPOLIS, Nov. 1. — After four bombings, the six weeks’ theatre
strike in the Twin Cities was called off last week. Both sides made conces-
sions at a conference that lasted more than 24 hours.

The settlement called for an increase for the stagehands but refused the
one day off that had been demanded. Theatre managers were granted full
employing and discharging rights. Stagehands get a three-year contract with
$2 increase for the first year, a $3 increase for the second and a $2 increase
for the third.

November 5, 1927

EXHIBITORS HERALD

25

PATHE SETS RECORD with eleven theatres playing its product the same week.
Contributing to this achievement were Elmer Pearson (left), vice-president ;
John C. Flinn (middle), vice-president ; and Phil Reisman, general salesmanager .

Pathe Plays Eleven Theatres
In Broadway Area at OneTime

Eight Show De Mille Long Features, One Has Sennett Comedy
Full Length and Two Others Run Pathe
Short Product

(Special to the Herald)

NEW YORK, Nov. 1. — Pathe’s name appears this week on the fronts of
eleven first-run theatres in the Times Square district. Eight of these eleven
houses are playing Pathe-DeMille long features, one has a Pathe-Sennett long
comedy, and the two others are showing Pathe short features on their programs.

Man Power Exemplified

Pathe’s man power is exemplified in this record, attributable largely to
Phil Reisman, general salesmanager of Pathe Exchange, Inc., and behind him
such leaders as J. J. Murdock, president; Elmer Pearson, first vice-president,
and John C. Flinn, vice-president.

MORE RELEASES
FOR SECOND
QUARTER

United Artists
NOVEMBER

“THE GARDEN OF EDEN,” starring Cor-
inne Griffith; supported by Charles Ray, LojLe
Dresser and Lowell Sherman. Directed by
Lewis Milestone.

“MY BEST GIRL,” starring Mary Pick.'crd
Directed by Sam Taylor.

“SORRELL AND SON,” with FI. B. Warner
Anna Q. Nilsson, Alice Joyce, N ils Asther an I
Carmel Myers. Directed bv Ilerbert Brenon.

DECEMBER

“SADIE THOMPSON,” staning G or a
Swanson. Directed by Raoul Walsh.

“TEMPEST,” starring John Barrymore. Di-
rected by Slav Tourjanskv.

JANUARY

“THE DOVE,” starring Norma Talmadge. D -
rected by Roland West.

“RAMONA,” starring Dolores Del Rio. Di-
rected bv Edwin Carewe.

“DRUMS OF LOVE,” with Mary Phi bin.
Directed by D. W. Griffith.

Rental Records Broken
By “ Moon of Israel” ;

“ Racing Romeo” Set

(Special to the Herald)

NEW YORK, Nov. 1.— Rental records
for film bookings were broken in Florida
when the Capitol at Jacksonville, paid
$1,096 for a week on a percentage basis
for the FBO production, “Moon of
Israel.” Evidence that FBO pictures arc
being booked by the largest theatres in the
country is contained in an announcement
from J. I. Schnitzer.

Bookings for “Moon of Israel,” which started
with the Roxy, include the Lafayette at Buffalo;
Castle, Chicago; Cameo, Cleveland; Aztec, San
Antonio; Broadway Palace, Los Angeles; Pan-
tages, Memphis; Oriental, Portland; American,
Salt Lake City; Pantages, San Francisco; New
Theatre, Baltimore; The Strand, Canton, Ohio;
Cotton Palace, Waco Texas; and the Virginia at
Atlantic City.

Bookings for “The Racing Romeo” which
began at the Hippodrome, include Lafayette,
Buffalo; Lincoln, Danville, 111.; Cameo, Cleve-
land; Pantages and Broadway Palace, Los
Angeles; Pantages, Memphis; Pantages, San
Francisco; and the Alhambra at Sacramento.

Break with Musicians
May Close K. C. House

( Special to the Herald)

KANSAS CITY, Nov. 1. — Public sen-
timent in Kansas City has been aroused
over the action of the musician’s union,
which may cause the theatre to close its
doors. The house, which has been play-
ing stock companies, lost money last
year and, in order to economize, decided
to operate without an orchestra this sea-
son. The musicians’ union demanded
that an orchestra be put in. The theatre
management agreed to employ a three-
piece orchestra, but the union stood firm
and demanded that a full orchestra be
used. The result probably will be the
closing of the house, which is Shubert
owned.

Rayart Selects Final
Cast for “Casey Jones ”

(Special to the Herald)

NEW YORK, Nov. 1. — Rayart has an-
nounced the final selection of the cast for
“Casey Jones,” which will be headed by
Ralph Lewis. Kate Price, A1 St. John and
Jason Robards.

“The Cruise of the Hellion,” Rayart’s
new sea thriller, has played recently at
Loew’s state, Newark; Union Square, San
Francisco, and bookings are mounting.

The achievement also means rapid
progress by Cecil B. DeMille in building
up the organization on the West Coast
since the merger of Pathe and Pro-Dis-
Co.

In Nearly Every Block

Starting at Broadway and 41st street, the
name of Pathe appears on some theatre
in nearly every block as far north as 53rd
street, where the last sign to carry it is at
the Colony.

B. S. Moss’ Broadway, at Broadway and
41st, is playing “A Harp in Hock,” di-
rected by Renaud Hoffman with Rudolph
Schildkraut and Junior Coghlan featured.
Pathe News also is on the program.

“Tough !” Say Bandits
When Foiled by Clock

( Special to the Herald)

KANSAS CITY, Nov. l.—A
time clock saved the Mainstreet
theatre several thousand dollars.
Taylor Myers, assistant manager
and treasurer of the theatre, was
kidnaped as he was coming out of
a restaurant by two bandits, who
forced him to take them into the
theatre and to the safe. Mr. My-
ers explained to the bandits that
if the safe were to be opened prior
to the time indicated on the dial
a general alarm would be sounded
and the police notified.

“That’s tough!’’ said one of the
bandits. “We had been planning
this a long time.”

“I’m sorry, gentlemen,” replied
Myers. “Good-night.”

The Cameo on 42d, just East of Broad-
way, has “The Wise Wife,” directed by
E. Mason Hopper and featuring Phyllis
Haver, with Tom Moore and Jacqueline
Logan. The Cameo also has Pathe News
and a Fables release.

At 43rd street is the new Paramount,
which is presenting “The Forbidden
Woman.” Jetta Goudal is the star. The
director is Paul Stein.

Lowe’s State at Broadway and 45th is
showing Mack Sennett’s feature comedy,
“The Girl from Everywhere.” This fea-
tures Daphne Pollard, Dot Farley and
Mack Swain.

Across Broadway at 46th is the Gaiety
where Cecil B. DeMille’s “The King of
Kings,” is in its seventh month.

At 47th, the Strand is offering “Dress
Parade,” with William Boyd and Bessie
Love. This was produced by Donald
Crisp. In the Wes-t Point sequences, there
is not a built set. The Strand is also show-
ing the Pathe News and Pathe Review.

At Palace and Hippodrome

The Palace, across from the Strand, is
showing the Pathe Fables and Topics of
the Day.

The Hippodrome is featuring Marie
Prevost’s “The Girl in the Pullman,” di-
rected by Erie C. Kenton. The Hippo-
drome also has booked the Pathe News
and Fables.

The Capitol is playing the Pathe News.

At the Colony Dr. Hugo Reisenfeld is
offering “The Angel of Broadway,” di-
rected by Lois Weber, with Leatrice Joy
as the star. Pathe News also appears.

The Roxy has “The Main Event,” pro-
duced by William K. Howard, with Vera
Reynolds as star. Novelties in sets, light-
ing and camera work were worked out by
Mr. Howard and Rochus Gliese, art di-
rector. Roxy also booked the Pathe News.

26

EXHIBITORS HERALD

November 5, 1927

Re-Takes

United Artists Theatre Opens
Thanksgiving Day on Coast

Harold Lloyd and Company Returns from New York — Clarence
Brown Honored by Cast — Bebe Daniels III
By RAY MURRAY

HOLLYWOOD, Nov. I. — The new United Artists theatre, now under
construction at Broadway and Tenth street, will be opened Thanks-
giving Day. The main structure is finished and all that remains
to be done is the interior finishing and decoration. Artisans are working
day and night to have the edifice completed by November 25. The new
theatre will open with Mary Pickford’s new picture, “My Best Girl,” its
world premiere.

C ID GRAUMAN has been engaged by
^ United Artists officials to stage the
first prologue, arrangements for which
will be made as soon as he completes
the elaborate prologue for “The Gau-
cho,” which opens next Friday night at
the Chinese theatre.

* * *

Harold Lloyd Returns fFest

Harold Lloyd and company returned
from New York last week where they
have been filming scenes for “Speedy,”
his next Paramount production, for the
past ten weeks. Mrs. Lloyd and daugh-
ter Gloria accompanied the comedian.
Much of the new picture was made in
and around Times Square and the com-
pany took three specially built horsecars
East to shoot these scenes. Joe Reddy,
publicist for Lloyd, returned with the
troupe.

* * *

Clarence Brown, director of “The
Trail of ’98” for M-G-M, received a
handsome gift from the members of his
cast of 35 principals and more than fifty
small parts players, the technical crew
and production staff, last week. The gift
consisted of a hand-tooled leather al-
bum, in antique Spanish design, to hold
phonograph records. The album was
full of records, there being eight sets
making up the complete scores of operas
and symphonies. The fly leaf of the al-
bum contains the signature of each
donor.

* * *

Bebe Daniels III

Bebe Daniels, popuar Paramount-Fa-
mous-Lasky star, was stricken ill at her
Beverly Hills home last week, of influ-
enza. She had just completed a picture
and was scheduled for several weeks’
vacation before starting on a new film.

* * *

Major Hal Roach, comedy producer,
has returned from two weeks’ duty in
the War Department at Washington.
Roach holds a major’s commission in
the U. S. Signal Corp Reserve.

* * *

A benefit show to aid the family of
Hughie Mack, who died October 13,
ivill be held in Santa Monica Novem-
ber 15. The benefit was arranged by
his motion picture friends and will be
held in the Santa Monica municipal
auditorium. Stars of the stage and
screen have volunteered their services.

* * *

Frank Arrousez, owner of a motion
picture studio at 1412 North Beachwood
drive, is named in a complaint charging
him with violation of the pay check law.
He is alleged to have given a worthless
check for $62.50 to Harry Moody, his
film director. The complaint was issued
by Chief Deputy City Prosecutor Con-
cannon in connection with a campaign
to rid the city of shoestring producing
companies that fail to meet salaries.

Gloria Swanson, United Artists star,
has been asked to dedicate the Lake
Pleasant Dam, near Pheonix, November
19. The Arizona Industrial Congress en-
deavored to get Sid Grauman to stage a
pageant at the ceremonies, but the im-
presario was unable to do so because
of preparing the prologue spectacle for
Dauglas Fairbanks’ new picture, “The
Gaucho.”

* * *

William Farnum is returning to Fox
Films after five years absence. He
has been signed by Winfield R. Shee-
han to play the lead in John Ford's
next picture, “Hangman’s House,”
Don Byrne’s story. Others in the cast
are Earle Foxe, Charles Morton and
June Collyer.

* * *

The personnel of the Los Angeles Eve-
ning Herald has been changed so far as
the motion picture page is concerned. Har-
rison Carrol has been placed in charge of
the news on motion pictures, Don Krull,
former editor of the page, having been
transferred to the San Francisco Call.
Dorothy Herzog, who formerly wrote a
Hollywood column for the New York Daily
Mirror, is writing a column now for the
Herald.

* * *

Sol W’urtzel Celebrates

Sol M. Wurtzel, last week, celebrated
his tenth year as general superintendent
of Fox Films West Coast Studios. Mr.
Wurtzel became associated with Fox
Films thirteen years ago in New York
City. His first job paid him $15 a week.

* * *

Sam Wood’s next picture for Metro-
Goldwyn-Mayer will be “Cloaks and

Suits.” A1 Boasberg has been engaged

as comedy constructor; the story is by
A. P. Younger. A cast is now being
assembled.

* * *

The Roosevelt hotel, Hollywood’s
$2,500,000 hostelry, opened last Friday
night, and the affair proved one of the
outstanding social events of the season.

Bankers Visit Town,
Theatres Make Money

( Special to the Herald)

HOUSTON, Nov. l.—When
5,0G0 members of the American
Bankers’ Association assembled
here recently for a national con-
vention, all theatres noticed the
increased box-office returns. Paul
Spor and the Merry Mad Gang
from the Metropolitan theatre, a
Publix house, furnished the music
for the grand ball, a feature of the
occasion held in the city audito-
rium.

HOLLYWOOD, Nov. 1.

WELL, I’ve just eaten my apple. This
is Apple Week, you know and I can
hear the Doctors all over town gnashing
their teeth.

* * *

When is Applesauce Week? Every week
is celebrated for that.

* * *

We scribes of the press owe a vote of
thanks to the new Roosevelt hotel, which
opened auspiciously last week, for a won-
derful dinner. The affair was a complete
success so far as the newspaper boys are
concerned and we only hope someone opens
a hotel every week.

4* H*

The pay guests were taxed $15 a plate
but the Roosevelt has a good chef and it
was worth it. Anyway everyone ate all he
could and if he didn’t get $15 worth it was
his own fault. Some ate so much they had
to be put to bed in the bed rooms, with
hot and cold showers and ice water.

* * *

Sid Grauman came over from his picture
house across the street to see what all the
lights were about, and got some new ideas
for his next prologue. The Parsons, a
couple of nifty dancers, held Sid entranced.
* * *

Sounds Good

George Sidney, that young fellow who
plays opposite Charlie Murray in First Na-
tional opus'es, is the first actor to adopt a
slogan. George’s is : “Longer and Louder
Laughter.” Don’t see how you can im-
prove on that. It’s a boost for all come-
dies.

* * *

Small Hauls

Bandits in and around Hollywood are
going to petition the big banks to put a
branch bank on each corner, to make their
labors easier. With only one bank at a
crossroads they seldom get over $4,000 at
a haul.

* * *

War!

It looks as though the next war would
be between England and Chicago. Mayor
Thompson will likely get Pershing’s job
in that case.

sfc % if:

All Want to Fly

Some of our best movie actors have a
yen for flying and the picture producers are
trying to invent some scheme to keep them
on the ground, at least until their contracts
are up.

* * *

A New Name

Well, the producers and distributors
agreed to one thing in New York at the
Conference. They are going to call block
booking “wholesaling” hereafter.

* * *

Famous Last Words

“Drop in any time.”

* * *

Get my “Gaucho” clothes ready, Mead-
ows. Sid’s having another opening Friday
night. R. M.

“Pretty Clothes 99 Booked
Into Loewis N. Y. Houses

(Special to the Herald)

NEW YORK, Nov. 1. — Sterling’s “Pretty
Clothes” has been booked for all Loew
houses in New York, and begins its pres-
entations this week.

Eighteen Sterling releases have also been
introduced to a new distributing field, in-
cluding Colorado, Wyoming, Utah, New
Mexico, and Southern Idaho.

November 5, 1927

EXHIBITORS

HERALD

27

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of November 5

by

the Camera

Newton House, young star appearing in Universal pro-
ductions, digs in and gets a toehold on the saddle, which
is well, considering the various angles of all concerned.
A rise in the world, for both of them. The horse does not
seem as happy about it as the rider, however.

Vonceil Viking is on a Coast to Coast ride in an exploitation
effort that will win her a place as leading woman for Ted
Wells, Universal Western star. Miss Viking is the daughter
of a New Mexican ranchman. Ride ’im, Cowgirl! Riding
ponies from Coast to Coast is the height of something-or-
other.

Welcome, Miss Ontario. A1 Christie (right) and Neal
Burns of the Paramount Christie comedies greet Miss Leon
McAulay winner of a beauty contest of the Famous Play-
ers Canadian Theatre Circuit. Burns couldn’t find any
orange blossoms so he brought the whole fruit.

Nicholas M. Schenck, (right), recently elevated to the
presidency of M-G-M, confers in New York with Louis
B. Mayer, vice-president in charge of production. With
them are J. Roberts Rubin, vice-president and counsel, and
Mrs. Schneck, who was Miss Daisy Wilcox.

28

EXHIBITORS HERALD

November 5, 1927

When Ray Rockett sailed for Germany for First National, officials bade him a
rousing farewell. Here are (left to right) C. S. Pinkerton, Eddie Berry, H. H.
Maehle, J. F. Dillon, Charles R. Rogers, E. M. Asher, A1 Santell, A1 Rockett, Ray
Rockett, Alexander Korda, Mervyn LeRoy, Dave Thompson, Dario Feralla, F.
E. Pelton, George Thomas, Dan Kelly, Sam Rork and R. W. Allison.

William Mortensen, who aided De-
Mille on “The King of Kings,” has
a new portrait process. His first
subject is Frank Urson, directing
“Chicago” for Pathe.

We wonder if J. Leo Meehan’s second son, born last month,
will be a “Freckles.” The F B O director has just com-
pleted the picture of that name. He is shown here going
over a script with his daughter. Gene Stratton. “Freckles”
is a Gene Stratton-Porter story.

Here is the original JJJ trio (Not KKK and the next
thing to it only alphabetically speaking). James Hall
(left) and June Collyer headed the cast while Jack Ford
directed “Grandma Bemle Learns Her Letters,” com-
pleted Fox production.

Mario Chamlee, opera tenor, takes
pick in hand to charm Lorelei (Ruth
Taylor, right) and Dorothy (Alice
White), in Paramount’s “Gentlemen
Prefer Blondes.”

Paleface — and how! That’s what these Indians might have said when Dorothy
Sebastian took her place in their midst for this picture. This was taken during
the filming of Tim McCoy’s “Wyoming,” a frontier drama made by Metro-
Goldwyn-Mayer under the direction of W. S. Van Dyke. Even the young redman
seems captivated.

November 5, 1927

EXHIBITORS HERALD

29

Yards of smiles, concoted by A1
Martin (right), attract the attention
of Art Huffsmith, and the latter is
a film editor, which makes it im-
portant.

A decidedly all-studio wedding this. Director Robert Z. Leonard (right), di-
rector of M-G-M’s “Baby Mine,” congratulates F. Hugh Herbert and his bride
Aileen LaVerne Appleby, after the ceremony in the studio garden. Rev. Neal
Dodd, pastor of the Hollywood Motion Picture Church, also has a role in “Baby
Mine,” which Herbert prepared for the screen with Sylvia Thalberg.

Tea for two only. Lois Wilson (right) and Lucilla Mendez
take a bit of surcease and refreshments to celebrate com-
pletion of “Coney Island.” They had leading roles in the
F B O picture directed by Ralph Ince. The fun of New
York’s amusement park is transferred to the screen.

Members of Harold Lloyd’s New York office staff get in as
extras in the comedian’s new Paramount picture, “Speedy.”
From left to right are C. A. Neeper, Miss E. Williams, Miss
M. Marks, Harold Lloyd and Miss B. Carroll. You note
everybody’s happy.

What chance would a lawbreaker have among these folk, They all are members
of the Los Angeles police force, which assisted Director Emory Johnson in
making Universal’s “The Shield of Honor,” a Jewel production. The airplane
is a replica of Lindbergh’s “The Spirit of St. Louis” and is owned by the Los
Angeles police department.

Second lesson: Stephen Roberts

learns the Highland Fling from Ray
Turner. Last week a typographical
error placed Roberts with First Na-
tional. He’s an Educational director.

30

EXHIBITORS HERALD November 5, 1927

100 Paid Up Members Give New
Motion Picture Club Start

Nominating Committee Selected — Victor Orchestra at Strand — Con-
solidated Owes Goetz Real Sendoff at Dinner

By JOHN S. SPARGO

NEW YORK, Nov. 1. — The Motion Picture Club of New York is
now a going concern. At a meeting held last week, the first since
the charter was issued a week before, the announcement was made
that more than 100 applications for charter membership had been received,
each accompanied by a check for $100, and that all these had been acted
upon favorably by the membership committee.

T PWARDS of 100 paid-up member-
ships in a new club, and without any
effort to get in these memberships, is in
itself a remark-
able condition
and reflects such
enthusiasm as to
make the success
of the formation
of the club a

speedy and as-

sured fact.

The meeting,

which was at-

tended by up-

: ' \

wards of fifty

men, almost all

prominent in the

IHl. \ k

film industry,
was held in the

Harry Goetz

College Room at

the Astor, and was presided over by A1
Lichtman, temporary president.

It was decided that the charter mem-
bership, which carries with it an initia-
tion fee of $100, should be limited to 200
members. After this limit is reached the
initiation fee will be $150. It also was
decided to limit the membership and the
limit will be determined at the next
membership meeting, November 10.

Nominating Committee Picked

Four attractive propositions for tem-
porary quarters were thoroughly dis-
cussed. A fifth, embodying amalgama-
tion with an already going club of
somewhat similar character, was pre-
sented by Harry Reichenbach, and a
committee was appointed to investigate
this.

A nominating committee on perma-
nent officers was appointed, consisting of
Jack Alicoate, Elmer Pearson, Walter
Moore, Lou Blumenthal and Paul Gulick.
These nominations are to be reported
November 10, but the election will be
probably two weeks later.

It is the general impression of the
members that A1 Lichtman, to whose
untiring efforts the formation of the
club is largely due, should and will be
honored by being made its first presi-
dent. Bruce Gallup, who has worked
with Mr. Lichtman as secretary ever
since the idea was first broached, is gen-
erally conceded to be the logical man
for secretary if his multitudinous duties
elsewhere will enable him to accept.

Following is the list of charter mem-
bers to date:

Carl Laemmle, R. A. Rowland, Clifford Haw-
ley, Nathan Burkan, Elmer Pearson, Walter
Camp, Jr., S. L. Rothafel, Hugo Riesenfeld, Dr.
A. IT. Giannini, George Eastman, H. D. Buckley,

E. A. Eschmann, Moxley Hill, William Massee,
H. M. Goetz, A1 Lichtman, William Brandt,
Harry Brandt, Lee Ochs, Victor M. Shapiro, Ned
Depinet, Sam Spring.

Jerome Beatty, F. L. Herron, Carl Milliken,
Colvin Brown, Martin T. Quigley, Lou Anger,

F. C. Walker. Arthur W. Kelly; M. H. Hoff-
man, H. S. Tierney, M. E. Comerford, L. H.
Blumenthal, J. V. Ritchey, David Chatkin, Arthur
Stebbins, Arthur Loew, George Blair, Richard
Brady, W. A. Orr, William A. Johnston, George
C. Williams, E. W. Hammons, W. H. Cadoret,
Leopold Friedman, E. A. Schiller, J. S. Spargo.

Howard Dietz, E. M. Fay, H. F. Krecke, Jack

Alicoate*, M. J. Mintz, C. E. Smith, C. Zenker,
Lou Metzger, Leo Brecher, A. A. Lownes, Emil
Jensen, W. M. Seligsberg, A. E. Rousseau, James
B. Clarke, D. A. Dobie, Jr., J. D. Tippett, G. K.
Shuler, Arnold Kornicker, J. Simonds, Joe Horn-
stein, Julius Lewis, E. W. Mattson, A. j. Moeller.

Harry Reichenbach, Thomas Conners, Moe
Streimer, IT. E. Ebenstein, Leo Klebanow, W. B.
Kelly, Jacob Glucksman, Paul Burger, A. P.
Blumenthal, Paul Lazarus, Paul Gulick, J. C.
Barnstyn, Frank Hughes, J. P. Muller, Thomas
Wiley William F. Libman, Sime Silverman, Lou
Rvdell, Plarry Engel, J. Poliak, Herbert Cruik-
shank, J. FI. Cooper, J. Louis Geller.

Jules Levy, Samuel Stern, Edward Halperin,
Henry King, J. E. Storey, H. Collins, S. H.
Fabian, Jacob Loeb, Chester Sawyer, Thomas
O’Brien, John Manheim and Will H. Flays.

5fC 5fC ;{«

Victor Orchestra at Strand

Jumping on the bandwagon is the in-
teresting little game being played by
managers of big Broadway picture
houses. After the Roxy rolled up some
grosses never before heard of and sel-
dom dreamed about, Major Edward
Bowes of the Capitol commenced to sit
up and take notice.

In the meantime the Strand was get-
ting a lusty wallop in the box office

plexus, and Joe Plunkett made a grab
for the rear rails of the bandwagon.

This was in the form of an arrangement
with the Victor Talking Machine Com-
pany whereby the Victor salon orchestra
becomes a permanent feature of the
Strand, beginning next Saturday.

* * *

Harry Goetz, who last week trans-
ferred his energies from Consolidated
Film Industries to Paramount Pictures,
was the guest of honor at a dinner just
before his departure Thursday for the
West Coast to take up his new duties as

“Herald” Folk

Harry Rosenthal, genial manager of
Gray’s Strand at Lewistown, Me.,
makes a Sunday visit with his family
to the HERALD man’s camp near the
city. B rownie , the HERALD mascot,
poses, too. (Photo by H.E.N.)

assistant treasurer of Famous Players-
Lasky.

The dinner was given Mr. Goetz by
his former associates at Consolidated
and a few of the legions of friends he
has made by his pleasant personality and
square dealing.

Tom Wiley, toastmaster, introduced
Herbert J. Yates, who on behalf of Mr.
Goetz’s associates, presented him with
a dressing case as a farewell present.
Mr. Yates made one of his usual happy
speeches. Other addresses were made by
Walter Vincent, Edgar Hatrick , Paul
Berger and Henry Ginsberg.

And, as the genial Tom Wiley said, a
good time was had by all.

* * *

Speaking About Ads

In view of what they’re doing to our
motion picture theatres along Broadway,
the following from Columbia Chats, the
house organ of Columbia Pictures, ably
edited by Alex Moss, is interesting:

Then They Wonder Why

Here’s the type* of advertising they give the
picture fans and wonder why — Oh, well, it’s the
same story. Ho ! Hum ! Let’s stay home and
hear it over the radio —

SPLASH THEATRE
❖

BINGO BAND

and his 100 piece orchestra

RENOVATED LOBBY

Million Dollar Silver Diamond Studd?d
Mirror Screen

FAVORITE STARS
IN

BIGGEST HIT OF YEAR

* * *

“Dress Parade,’’ the Pathe-DeMille
Picture which was made at West Point,
had its first showing at the Strand thea-
tre last Saturday night. Three hundred
cadets from West Point were guests of
Pathe at a dinner at the Astor and then
marched in a body to the theatre.

* * *

One of the most remarkable flights
over New York City ever made by the
dirigible Los Angeles was caught exclu-
sively by the International Newsreel

cameras and is now being shown at lead-
ing motion picture theatres.

On Monday afternoon the Los Ange-
les left Lakehurst and flew to New York.
It was accompanied by two airplanes in
which were cameramen of International
Newsreel, while aboard the Los Angeles
was a third International Newsreel
cameraman.

* * *

Caddo in United Artists

At a meeting of the Board of Direc-
tors of Motion Picture Producers and
Distributors of America, Inc., held
Thursday, Caddo Company, Inc., which
releases through LTnited Artists Corpo-
ration, was elected to membership in the
association.

* * *

The attendance at the Roxy has passed
the 4,000,000 mark since its opening last
March. If the attendance averages as
well for the rest of the year, the mark
should approach 7,000,000 for the first
twelve months.

* * *

C. C. Thomas of C. C. Thomas Pro-
ductions, New York City, is in Rich-
mond, Va., to make a two-reel situation
comedy in association with a local thea-
tre.

* * *

“Jesse James” has made so good at
the Rialto that the picture is being held
over a second week, and from present
indications will be there for a third week.
Ninety per cent of the audiences are
members of the sterner sex.

November 5, 1927

EXHIBITORS HERALD

31

A CHANGE IN TIFFANY'S OFFICIAL FAMILY makes John M. Stahl (right)
vice-president supervising Tiffany-Stahl Productions. L. A. Young (left) is
president of Tiffany and M H. Hoffman is vice-president in charge of pro-
duction.

John M. Stahl Joins Tiffany;
Fine Arts Studios Purchased

Company Takes Name of Tiffany-Stahl Productions, Inc. —
Budget for Next Year Increased — New Vice-President
Will Supervise making of Product

(Special to the Herald)

NEW YORK, Nov. 1- — John M. Stahl has aligned himself with L. A.
Young and M. H. Hoffman of Tiffany as vice-president supervising pro-
duction, and the firm name has been changed to Tiffany-Stahl Produc-
tions, Inc.

Buys Fine Arts Studios

At the same time it was announced from Hollywood that the newly
organized Tiffany-Stahl Productions has purchased the Fine Arts studios
at 4500 Sunset boulevard. This is one of the most complete studios in
Hollywood and several companies now occupy the stages.

News of Stahl’s alliance with Tiffany, Gary, Ind., Federal judges granted tempo-

following completion of his M-G-M con-
tract, is accompanied by announcement
that an increase in production budget,
running into millions, has been decided
upon for next year and that the new
organization takes its place among the
leading producers and distributors
through its own exchanges throughout
the world.

The deal was made after Metro-Gold-
wyn-Mayer and Fox Films had made
repeated overtures for Stahl’s services,
the announcement says.

Supervising for Many Years

Stahl has been supervising productions
for many years, being responsible for
many successes during his affiliation
with Louis B. Mayer, First National and
Metro-Goldwyn-Mayer productions. He
has just completed for Metro “In Old
Kentucky,” a special, and has supervised
such pictures as “The Child Thou Gavest
Me,” “The Song of Life,” “The Danger-
ous Age,” “Why Men Leave Home,”
“Memory Lane,” “Husband and Lovers,”
“Fine Clothes” and “The Gav Deceiver.”

rary injunctions prohibiting interference
with the showing of fight films. At Mem-
phis, Chancellor Ketchem refused to grant
an injunction restraining the local board
of censors from prohibiting exhibition of
the pictures.

But at Atlanta, Judge Samuel Sibley re-
fused to interfere with seizure of the fight
films by Federal authorities on the grounds
that the warrants sworn out were legal.
The pictures are being shown unmolested
at Jacksonville, Fla., Albany, Troy and
Schenectady, N. Y. ; Pittsburgh ; Birming-
ham ; and at New Orleans, although
charges have been brought against one
theatre.

At Philadelphia, William and Louis Ber-
ger and Abraham Weinblatt, proprietors
of an independent exchange, and Samuel
Abstein, manager of the Bell theatre, were
arrested by Federal agents charged with
conspiracy to transport the fight films, and
after a hearing they were released on bail
of $1,000 each. The films were seized at
the Bell theatre. Investigations are being
made in Boston to determine who brought
the films to that city.

Stanley Company
Names New House
for Sidney Kent

The Stanley Company of America an-
nounces it plans to open its new theatre
in Philadelphia about Jan. 1. The tfnptre
is to be called the Kent as a testimonial to
Sidney R. Kent, general sales manager of
Paramount. It will seat 2,500 and the
entire cost including stores, totals
$1,000,000.

The Stanley Company also announces the be-
ginning of construction on the Sedgwick theatre
in Philadelphia which will cost $450,000 and will
seat 2,000. . . . Two new theatres opened in

the vicinity of Milwaukee and are the Majestic,
seating 850 and costing $100,000, and the Orpheum
at Burlington. Another theatre is scheduled for
opening in Burlington the latter part of the
month. . . . The 45th Saxe theatre, the Garfield,
is scheduled to open in Milwaukee this week.
It will seat 2,000 and cost $750,000.

Alec and Jacob Feltman have taken over the
Rialto theatre at Schenectady, N. Y. . . . Nate

Robbins will open a $225,000 theatre in Utica,
N. Y. this month. ... A 1,400 seat theatre is
to be built in Bennington, Vt., this winter. . . .
Harry Heilman's new $150,000 theatre in Albany,
N. Y., is slated to open this week. . . . Land

has been purchased in Anderson, Ind., by Ed. H.
Seelberg and I). M. Vesey of Fort Wayne for the
site of a $500,000 theatre, which, reports says,
will be leased by Schine Enterprises. . . . The

Whiteside, a Universal theatre at Corvallis, Ore.,
recently damaged by fire, will be rebuilt. . . .

West Coast Theatres has taken over the Rivoli
and Alta theatres at Pendleton, Ore. . . . Jay

Means of Kansas City purchased the Bagdad thea-
tre last week. . . . The Canadian government

has expropriated the Russell theatre at Ottawa,
Ont., for park purposes and will tear down the
theatre. . . . The Stanley-Crandall Company of

Washington has added two theatres to its chain,
making 14 theatres in Washington. . . . The

new Masonic building, housing a 500 seat theatre,
was opened at Pe Ell, Wash., last week.

The New Pantages theatre at Birming-
ham, Ala., was opened Oct. 31. It has a
seating capacity of 2,500.

Runs Theatre to Be Near
Sister, III in Sanitarium

(Special to the Herald)

ALBANY, N. Y., Nov. 1. — Coming to
Saranac Lake from Texas, in order to be
with his sister, who has entered the sani-
tarium there, Mr. McClure, whose parents
own and operate two theatres in the Lone
Star state, took over the New theatre in
the Adirondack town last week, renamed
it the Queen and will run it at least during
his sister’s stay at the sanitarium.

Farley and Shirley Stage
Hot Battle for Patronage

(Special to the Herald )

ALBANY, N. Y., Nov. 1.— The biggest
fight in New York state for patronage at
the present time, is being staged between
the Farley interests in Schenectady, own-
ing and operating a half dozen theatres,
and William Shirley, who formerly man-
aged the Farley houses, but who more re-
cently acquired the VanCurler theatre.

Rieffel at Milwaukee

( Special to the Herald)

MILWAUKEE, Nov. 1.— Orville R.
Rieffel has been made manager of the
Paramount exchange here. Rieffel comes
from Albany.

Tiffany in Sales Drive

(Special to the Herald)

NEW YORK, Nov. 1. — Tiffany has an-
nounced another sales competition to be
called the Christmas Sales Contest.

Spalding Plays at Capitol

NEW YORK. — Albert Spalding, American vio-
linist, was the soloist appearing with the Capitol
Grand Orchestra, conducted by David Mendoza,
at its fourth popular symphonic concert, last Sun-
day morning.

Four More Judges
Rule Favorably on
Fight Film Dispute

Four additional Federal judges have
passed rulings favorable to showing of fight
films. Federal Judge E. Y. Webb, States-
ville, N. C., last week handed down the
decision that showing of fight films is legal,
that the films are not subject to confisca-
tion and that any law to the contrary is
unconstitutional. At Tampa, Fla., and

Marguerite Luckel Is

on Vacation Trip

(Special to the Herald)

MOBILE, Nov. 1. — Miss Marguerite
Luckel, for the past 17 years manager
of the Bijou an Empire theatres at Mo-
bile, and regarded as one of the most
successful picture theatre managers in
the South, is leaving for a trip East and
an extended vacation which she will
spend with relatives in Washington,
D. C., and in renewing professional
friendships in New York City and else-
where.

32

EXHIBITORS HERALD

November 5, 1927

present™ acts]

Benson Starts Bandshow Circuit

Norshore to
Rotate with
L&T Shows

B & K House, Harding and Senate
Bandshows Start Shifting
Next Week

This is Paul Ash’s last week at
the Oriental, Chicago, prior to his
vacation in Europe. On November
7 the daddy of stage bandshows
will sail on the Mauretania for a
six weeks’ tour of Europe and
while away Mark Fisher, that popu-
lar band leader of Lubliner &
Trinz, will take his place and en-
tertain with his golden voice. This
week Mark Fisher is also appearing
with Paul Ash in the farewell show
which serves as an introduction for
Fisher before assuming his new
responsibilities next week.

Whiteman Returning

Next week also marks the return en-
gagement of Paul Whiteman at the Chi-
cago theatre where he and his famous band
will appear as an added stage attraction.
Whiteman will play the usual three weeks
in Chicago following the Uptown and
Tivoli after the downtown house.

In the last few weeks three other picture
houses of the deluxe nature have also gone
into the bandshow policy which has proved
a huge success in Chicago. The new
houses are the Ambassador, the Drake, and
the recently opened Lawndale theatre.
Boyd Senter, the well known saxophone
artist and star of many Publix shows, is
the band leader alternating between the
Ambassador and the Drake. “Rags”
Rubin is leading the band at the new
Lawndale.

Other changes in bandshow theatres are
as follows : Sammy Kahn, in Mark Fish-
er’s place for the next six weeks, Joe
Kayser at the Diversey in place of Austin
Mack, who recently went back to the
Terminal as the permanent band leader.

Bands to Rotate

Another point of interest is the fact that
starting next week the Norshore presenta-
tions with A1 Kvale will rotate from that
theatre to the Harding and Senate of
Chicago. Charles Niggemeyer will produce
these shows in place of Harry Gourfain,
who will take an extensive vacation trip
for new ideas until Mark Fisher returns
to his own band. It is learned from au-
thenic reports that the stagehand policy at
the Chicago is not very successful.

Side by Side

“Ain’t It a Grand and Glorious Feeling,”
when the preacher says “you are now man
and wife” — I’ll say it is, especially when
such a famous fellow as Paul Ash is your
best man. Above is a scene photographed
in the Club Rooms of the Chicago N. V. A.
when EDDIE HILL and EVA THORNTON
became “one” last week — Eddie’s sister
was the maid ot honor and the bride’s
father gave her to Eddie. Well here’s good
luck, Eddie, and may all your troubles be
“little ones.”

Barnum Turns Publisher

K. R. Barnum, known as Dr. Barnum has
established headquarters in the Woods Theatre
Bldg., as the Barnum Publishing Company.
Under this trade-mark Dr. Barnum will release
several of his compositions to the music world.
Two of the recent songs written and published
by Barnum are “You’re the Sweetest Sweetheart
in the world,” now being featured by the Welling-
ton Sisters and “Moonbeams and You,” which
Nick Lucas is using on his Orpheum tour. Doc-
tor Barnum is the only living relative of the late
P. T. Barnum, of Barnum and Bailey.

“Scotty” Going to W. C.

James A. Scott, personal secretary to Paul
Ash, the Jazz King of Chicago, resigns from his
post on November 5th to join the West Coast
Theatres, in a similar capacity. “Scotty,” as he
is called by his friends has been with the Balaban
and Katz firm for about two years and is well
liked by all who have come in contact with him
through his various business relations. His new
duties will place him under the direct super-
vision of Harold Franklin, President of the West
Coast which is a branch of the Publix circuit.

Stage Units
Being Routed
from Chicago

Fifty Name Bands and Two Hun-
dred Acts Now Ready
for Independents
By A. RAYMOND GALLO

This department takes pleasure in
announcing that the long-needed
bandshow rotating idea which we
have predicted in these columns has
been established as a new depart-
ment of the well-known Benson or-
ganization of Chicago.

In an interview with Edgar A.
Benson, the editor of this depart-
ment learned that this newly-created
service is under the personal super-
vision of David P. O’Malley, a suc-
cessful organizer of entertainment,
and Hunter Bennett, well-known
press representative.

Some time ago this department con-
ducted a thorough survey among small-
town exhibitors to gather first-hand in-
formation rela-
tive to the stage
entertain-
ment and special-
ty acts in the
neighbor-
hood houses in
addition to the
feature pictures.

Finds

Willingness

This survey
brought to light
the fact tha t in
75 per cent of the
cases exhibitors
were willing to
present stage attractions but were handi-
capped by the limited stage facilities and
inabilities to secure good talent for only
a limited appearance. Most of these
theatres change their programs three
and four times a week, and for this
reason the exhibitor never could receive
first class acts to play his theatres for
one or two days, due to the tremendous
expense of salaries and transportation to
their particular destination.

This situation has been overcome by
the Benson organization in this manner:
They have at their disposal and under
personal contract 50 organized bands
and 200 presentation acts which will be
organized into a stagehand unit carry-

November 5, 1927

EXHIBITORS HERALD

33

New Bandshow Circuit

( Continued from page 32)

ing entertainment intact and will rotate
a circuit of theatres which this organi-
zation is now endeavoring to establish
with the exhibitors throughout the coun-
try. Since stage bandshows and presen-
tations have become large factors in. the
entertainment of the deluxe and neigh-
borhood picture houses the smaller in-
dependent exhibitors have been unable
to find suitable talent to compete with
these other standard programs and up
to date no individual or organization
has been able to assume this huge re-
sponsibility of organizing a stageshow
intact and furnish to exhibitor at a nomi-
nal cost each week, also allowing him
to present to his audience an entirely
new attraction every week without re-
sorting to mediocre and local talent, or
possible antagonism to the local musi-
cians union for importing outside per-
manent bands.

This new plan offered by Benson elim-
inates all grief and red tape and offers
a service to the small town exhibitors
as well as the independent picture houses
that is equal to any other form of book-
ing arrangements now available in the
amusement business.

Policy Is Permanent

This department, as well as Mr. Ben-
son, believes that the presentation form
of stage bandshow is here to stay for
some time and feels that, realizing this,
the theatre owners and exhibitors will
take advantage of this excellent oppor-
tunity in supplying their audience with
select entertainment at a flat sum which,
added to their regular weekly overhead,
will bring many additional dollars to

their box office as well as many addi-
tional satisfied patrons to their theatres
each week these attractions are adver-
tised.

This move was bound to have been
made by someone in the show business
and we are more than glad that such an
admirable organization of recognized
standing for years as the Benson organi-
zation has tackled the job of supplying
the independent exhibitors with stage
entertainment as an extra added attrac-
tion.

Another interesting feature of this
proposition is the tieing up of several
independent film exchanges throughout
the Middle West territory as represen-
tatives and agents for Benson presenta-
tion. Hunter Bennett, who will assume
the position of field representative, will
appoint an independent film exchange in
each territory as a special agent for the
Benson attractions which shall be sold
together with the film programs to the
local exhibitors.

David P. O’Malley, who has been con-
nected with the Benson organization for
some time, is well known for success-
fully organizing orchestras which are
now playing in some of the largest
hotels in the world, such as the Stevens,
the Drake, and many other large hotels
of Chicago and other key cities. In the
establishing of this new department Mr.
O’Malley will have personal contact with
each theatre and exhibitor securing this
service and will book each theatre ac-
cording to the personal wants and desire
of the community.

Within the next two weeks a conven-
tion will be held in Chicago by the Ben-
son organization in which a number of
film exchange managers will be present
to outline an extensive campaign
throughout their territories to properly
introduce this new service.

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: Will

you kindly print another article for this theatre.

“Call it what you like’' was Johnny Winters
own original novelty which he offered as an
organ 6olo.

Thanking you kindly for this favor, with re-
gards and best wishes, I am Sincerely your6,
C. Clare Woods, Colorado Theatre, Pueblo, Colo.

PRESENTATION ACTS— To the Editor: Dur-
ing this past week (Oct. 8-15) I used two solos,
both community sets. My audience practically
demand community songs, and do they sing — and
how !

First one comprised “So-Blue,” “Annabelle Lee,”
“Magnolia” and wound up with “Positively, Abso-
lutely.”

The name of the solo was “It’s all in Fun”
and it pitted married folks against single and
judging from the applause a snappy time was had
by all.

My second solo, “Ask Me Another” was a com-
bination of questions and answers, the organist
giving out the questions and audience answering
them with songs. Had a knockout set of slides,
comical ones.

Songs used “Dewey Days,” “There’s Everything
Nice About You,” “Red Lips,” “Under the
Moon.” For ending I had the audience sing
“Dewey Day” while I played “It Ain’t Gonna
Rain No More.” Our people showed themselves
very good on Counterpoint receiving no assistance
from the organ during this last song in the way
of a lead. Yours very truly, F. LeRoy Nelson,
Organist, Rivoli Theatre, Muncie, Ind.

ANNOUNCING

BENSON PRESENTATIONS

SUPERLATIVE STAGE BAND UNITS

ORGANIZED «)£ PRESENTATION OAA SELECTED ACTS
□U ORCHESTRAS ENSEMBLES 4UU POPULAR ARTISTS

INTENSE EXPLOITATION BOX OFFICE BUILDERS

To Theatre Owners Everywhere

The facilities of “The largest organization of its kind in the World” are now at your serv-
ice. For particulars

ADDRESS ALL COMMUNICATIONS TO PRESENTATION DEPT.

DAVID P. O’MALLEY HUNTER BENNETT

MANAGING DIRECTOR GENERAL REPRESENTATIVE

|jr«lkTQ^XTyT OF CHICAGO, INCORPORATED
DHiINoUIN 64 W- RANDOLPH ST. CHICAGO

34

EXHIBITORS HERALD

November 5, 1927

Club Gives Farewell
Ball to Paul Ash

The Comedy Club of Chicago, an actors
organization which was recently founded
by Milton Weil a music publisher, will
give a farewell ball and entertainment in
honor of Paul Ash on Friday evening,
November 4th. This ball will take place
at the Sherman Hotel. Nearly every band
leader in town as well as the leading pre-
sentation acts will be present t-o wish
Paul Ash a successful trip for his six
weeks visit to Europe. From authentic
reports it is learned that the crowd at-
tending will easily number to 5,000. The
affair is informal and the music will be
furnished by Paul Ash and his band.

Lou Receives Promotion

Lou Goldberg, in charge of publicity for the
Chicago branch of Publix Circuit has been
appointed director of publicity and advertising for
the State of Colorado for Publix. Goldberg will
leave this week for Denver where he will make his
future headquarters and will take active charge
of the opening of the new Publix theatre there
next month. In addition to this he will also have
supervision of all the Publix publicity in Denver.

Loew House Opened in
Houston

Loew’s new State theatre, resplendent in gorge-
ous coloring, magnificent furnishings, and elabor-
ate decorations, opened recently in Houston
at noon. Lionel Keene, Southern Representative
for the vodvil corporation, announced that the noon
opening was in accordance with the plan of pre-
senting on the opening day a show entirely paral-
lel with all forthcoming shows, and not to put on
a splash for the dedicatory program. Crowds
which lined the street all morning for the open-
ing were soon seated, and the inaugural perform-
ance went on with full house.

The only variation in the program was the
dedicatory service at the night show.

STAGE SHOWS

Kansas City Midland

Week Ending November 5

The inaugural program of the new Loew’s Mid-
land theatre was witnessed by one of the most
distinguished audiences of 4,000 persons Kansas
City could have hoped for. The regular policy
of the theatre will be de luxe stage presentations
and first run feature pictures.

The program was made up of ten units, headed
by the grand overture, “Marche Slav,” by the
Midland Concert Orchestra under the direction
of Dave Rubinoff, guest conductor, and celebrated
violinist. Although the completion of the theatre
had been rushed, as far as minor details were
concerned, for the opening on Friday, October 28,
the sounding effects of the overture, despite the
massive crowd which resembled an army of curi-
osity seekers, were perfect, the tones blending in
perfect harmony at the most remote corner of
the theatre. Mr. Rubinoff was given a rousing
ovation as he and his orchestra were elevated
above the stage level on the movable orchestra
pit, then lowered at the completion of the over-
ture.

The second unit on the program consisted of
greetings from Col. Edward A. Schiller, vice-
president of Loew’s, Inc. ; Herbert M. Woolf,
vice-president of the Midland Theatre Investment
Co., of Kansas City ; M. B. Shanberg, manager
of the theatre ; Mayor Albert I. Beach and City
Manager H. F. McElroy.

Following Unit 3, which consisted of Loew’s
Midland news weekly, Mr. Rubinoff was featured
in a violin solo of his own composition, “Dance
of the Russian Peasants.” Again Mr. Rubinoff
received tremendous applause. The fifth unit
consisted of a special reel showing the construc-
tion of the Midland theatre, from the time
ground first was broken until the completion of
the house.

Next came an “organlogue” by Hans Flath,
Midland organist, titled “Heart of America,” in
which the history of Kansas City was portrayed
by accompanying slides. Following the seventh
unit, which consisted of an oddity, “Jewels of
Venus,” came Anatole Friedland and his Club

Anatole Revue with Le Blanc and DuCharm,
Rena Parker, Lucille Hays and a chorus of
twenty girls. A1 Jockers was musical director
of the revue, which consisted of a typical night
club program. Mr. Friedland was the hub around
which most of the "formal opening” activities
hinged, he introducing most of the principals.

Preceding Unit 10, which was the feature pic-
ture, "The Road to Romanoe,” Ramon Novarro,
screen star, who is starred in the picture : Marce-
line Day, who also is starred in the picture, and
Charles “Buddy” Rogers, screen star, were intro-
duced and made short talks.

The exit march, “It Was Only A Sunshower,’’
was played by the Midland Concert Orchestra as
a conclusion.

Des Moines Capitol

Week Ending October 29

“Orange Blossoms, ” the new Publix stage revue,
did what it promised to do— it combined in good
measure the good old Publix productions with
their high class music and their charming set-
tings with the jazzy effects much liked by local
audiences.

Frank Cambria has done another good bit of
work in furnishing the beautiful settings and the
appropriate costumes together with artists of high
caliber.

Dorothy Neville was the prima donna. She
sang a serenade following the tenor, Toscelli,
“Serenade de la Rosa” and followed this with,
“Santa Lucia” in Italian costume. Miss Neville
ended this song with the highest note the human
voice is likely to reach. There were six chorus
girls who added materially to the scenic effects.

Jimmy Ellard and His Jazz Band played “Blue
River” and “Annabelle Lee.” Of course Jimmy
sang. One offering was “Yesterday” and another
was one of his own concoction called, “Blondie,”
not so good for the brunettes in the pit.

Earl and Bell, in Spanish costumes, with one
chair, two guitars, a couple of good voices and a
whole crop of winning ways, delighted audiences
all week with “Sfcaniola” and “Just the Same.”
The encore was a comedy number of their own
in Italian dialect, “Where You Worka, John?”

Dczzo Retta, got the laughs in spite of antique
jokes. His athletic stunts, especially his one-man
wrestling match, were worth the price alone.

ALBERT F. BROWN

(Celebrated Organist)

ORIGINATOR of the ORGAN
SCRIM PRESENTATIONS

— ANNOUNCES —
THE RENEWAL OF
HIS CONTRACT
WITH MARKS BROS.

as Solo Organist at the magnificent MARBRO
and GRANADA theatres, Chicago, where his
engagement alternating between these motion
picture palaces created and enjoyed the suc-
cess that merited national recognition;

It is with great pleasure, and appreciation to MR. M. S. MARKS sponsor of the OR-
GAN SCRIM PRESENTATIONS that I wish to announce the consummation of a NEW
AGREEMENT whereby the MARKS BROS. THEATRES will continue to lead the country in
the FINEST OF ORGAN ENTERTAINMENT.

Organ Scrim and SCRIMAPHONE presentations with its exclusive PATENTED METHODS
(Patents Pend.) represents the FINEST organ entertainment, for the FINEST theatres that de-
mand and can afford the BEST.

Organ Scrim Presentations Represents a New Era in Deluxe Entertainment
WATCH FOR THE NEW SCRIM PLAYLET SOLOS
Conceived by ALBERT F. BROWN Staged by RAYMOND Q. DALTON

November 5, 1927

EXHIBITORS HERALD

35

Chicago Oriental

Week Ending October 30

To vary somewhat Presentation Acts' informa-
tion on the Paul Ash shows, this reporter this
week attended the Sunday noon amateur perform-
ance, It might be said first that these Sunday
affairs have built up a great clientele for this
downtown B & K house.

This week’s show, “Surprises of 1927,” opened
with the Three Harmony Men singing “Don’t
Mind the Rain” before a drop, behind which the
orchestra played. Followed 16 girl dancers in a
clever arrangement of steps to the same tune.

Ash came on after this introductory number
and took the orchestra through “The Stockholm,”
a decidedly hot number. The individual effort of
members of the orchestra received a nice hand in
each instance.

Next by the orchestra was “Rhapsody in Blue,”
a selection that always is good for a burst of
applause. Pauline Gaskins, a song and dance
artist, followed, and she is a personable young
woman who gives the crowd their money’s worth
both vocally and in the manner of high stepping.

Holly Hall (we believe that was the name),
introduced by Paul as the girl from Texas, did
a couple of songs that were well received.

First in the amateur section of the bill was a
woman harmonica player. She was really the
lightweight of the program, the balance of the
acts receiving big hands and provoking roarous
laughter.

The Mathews Trio is a good stepping combina-
tion ; Babe Smallwood, singer, was well received ;
Little Russell came back for an encore on his
buck and wing ; Little Babe Allen did a song and
dance that was amusing ; the Martin Twins, tiny
youngsters, kept the crowd in good humor ; Bobby
Firch did a tramp dance that called for an encore.
The highlight of the amateur phase of the pro-
gram was Joe Johnson, a colored boy who can
step along with the rest of them. He had no
trouble in drawing the applause.

The finale of the week’s show was exceptionally
beautiful and well done, with the orchestra play-
ing “Waiting for the Rainbow.’’ Eight of the
dancers performed on the raised stage behind the
orchestra while the others were draped in a
rainbow in back. It was a good show.

St. Louis Loeufs State

Week Ending October 28

Coon Saunders Kansas City Nighthawks was
the big stage attraction of the week.

The London Tivoli Girls also made a big hit
with their dancing.

Kirk Frederick arranged a tribute to Navy Day
with “Guns of the Fleet” accompanying the show-
ing of a news reel about ships and the like.

Tom Terry organlogue was “It Was Only a Sun-
day Shower.”

San Antonio Palace

The Palace, which is playing the Eight Blue
Devils, a girl stagehand, for eight weeks, pre-
sents them again this week in a series of new
and snappy numbers. The company of girls, who
came down from Chicago by bus two weeks ago,
are well liked by Palace patrons, and their type
of entertainment is diversified so as to please all.
Specialties include instrumental, vocal, and dance
numbers by the girls.

Bill Bennett

Featured Organist

L. & T. Belpark
Theatre

CHICAGO

UNIFORMS

FOR HOUSE
ATTACHES

Atlanta Howard

Week Ending October 29

Clicking with originality and outstanding in
artistic qualities, the Howard presentations
climbed to a high height of approval last week.

Besides the usual Publix number, Director A1
Short produced and staged a novel attraction, a
Fall Fashion Pageant, with the co-operation of
Rich Brothers, a leading merchandise concern of
the city. Five models were imported from New
York and 20 Atlanta girls engaged, making a
total of 25 mannequines. A special musical
score adaptable to a fashion parade was written
by Short and suitable words set in by Earnest
Rogers, theatre critic of the Atlanta Journal
newspaper.

Breaking into the monotony of a fashion
march, a picturesque summer moonlight scene
showing a boy and his girl in a swing was
enacted by two Atlanta singers, Vivian Bryant
and Edward King. Also, two petit 3 year old
minuet dancers, who won fame recently in Short’s
“Kiddies’ Dreamland,” proved to be a special
drawing card.

Born and Lawrence, two eecentric and inter-
pretative singers and dancers, gathered a loud
hand. Irene Taylor, with a true-blue singer’s
voice, received more applause than any blue-
singer who has appeared on the Howard stage in
some time. Ann and Jean, two pretty and clever
dancers, won favor.

Billy Randell, violinist and athletic dancer, per-
formed his two stunts simultaneously, giving a
difficult feat which was appreciated. A solo

brought recognition foi Don Carroll, singer, who,
also, sang with Irene Taylor in a duet taken from
the musical comedy, “Sally.”

Philadelphia Stanley

Week Ending October 29

The Stanley staged a “Syncopation Frolic" with
A1 Wohlman acting as master of ceremonies and
Howard Lanin’s orchestra of 12 offering the
musical accompaniment for the dancing of the
Eight Tiller Cocktails and the other entertainers.

The Stanley Symphony Orchestra played
“Faust" in the form of opera vs. syncopation, as
arranged by Gabriel Hines. The contrast be-
tween the impressive and dignified operatic music
and the same music in syncopated rhythm was
striking.

Roy Sedley, clever eccentric dancer, took a
good hand. Edna Dreon and Dagmar with a Tom
Thumb piano supplied their own brand of songs
and music, both being below the average.

Reeves and Leu gave an unusual Apache dance,
both appearing In the same iarge pair of trousers.
Then one of the members of the orchestra
stepped forward and imitated a Scotch bagpipe
played on a violin, after which another member
sang “Where Do You Work-a John,” with vari-
ations.

The Tiller Girls, in red suits and red and white
feather headdresses, gave two more synchronized
dances that showed remarkable training and
brought down the house.

SUNSHINE SAMMY

Star of “OUR GANG” Comedies
in SONG and DANCE

Like "OUR GANG” comedy films brought them into your
theatre SUNSHINE SAMMY will bring the DOLLARS rolling
into your box-office.

One of the BIGGEST "Little Star” attractions ever offered

COMBINATION THEATRES.

He has broken Box-Office Records all over the ORPHEUM
CIRCUIT and will do the same for YOU.

BOOKINGS under direction of EZ KEOUGH, Woods Theatre
Bldg., CHICAGO.

NORMAN STEPPE

Conductor and Master of Ceremonies

PROVED A BOX-OFFICE SUCCESS AT

The PICCADILLY and EMBASSY THEATRES
CHICAGO

EDWARD K. HOUSE

" The Singing Organist ”

MARBRO and GRANADA Theatres, Chicago

HARRY ZIMMERMAN

FEATURED ORGANIST

BELMONT (2£*T2r> CHICAGO

Now Under ORPHEUM CIRCUIT Management

COSTUMES SLSSSUs BROOKS ™

'6

36

EXHIBITORS HERALD

November 5, 1927

New York Capitol

Week Ending November 4

“Overture of 1812” by the Capitol Grand
Orchestra, David Mendoza, conducting.

“Gypsy Revelers,” with Waldo Mayo, violin
soloist, the Chester Hale Girls and The Capitol
Singing Ensemble. A Gypsy camp background
offering opportunity for above song, dance and
solo, though nothing especially striking, though
individual work good all around.

James Barton, Grace LaRue, Adler, Weil and
Herman, The Chester Hale Girls, and Vincent
Lopez and His Casa Lopez Orchestra staged in a
Birthday Revue.

Lopez opens with “The Spirit of St. Louis”
dedicated to Lindy and written by one of his own
men, depicting all there is and was in a success-
ful trans-atlantic flight. Mighty fine arrange-
ment and greatly appreciated.

Grace LaRue opens with "When Day Is Done”
going from slow to fast tempo, but hit a way
better stride in “Souvenir,” in which piece, her
accompanist, also sings a fine bass, during the
second chorus, which toned the number up a bit
and helped considerably.

Lopez’s Orchestra gave them the old favorite
“Broken Hearted” well done, and then Vincent
introduced the three humming birds, Adler, Weil
and Herman, and their peripatetic piano. The
boys of course all these years have come to know
real harmony, and aside from a few original bits
of their own, their best piece was “Are You
Happy,” with a thousand and one variations, as

is the rage with harmony artists. The house liked
them much.

There was little question as to who was the
whole show as far as taking it home with him
was concerned. None other than James Barton,
Ziegfeld star, offering three distinct bits. The
first a souse sketch, in which he works alone, and
tries to get into a speakeasy. He just manages it
after filling the house with laughs, when the
clang of the patrol wagon changes his mind for
him.

Next he does a step and two afront the band
in his lackadaisical manner, and wound up singing
“Miss Annabelle Lee.” Barton has the kind of
voice all us humans would like to have just to
sing for our own amusement. The swing of it is
what he catches, and how, as they say. We got
tired counting the bows and finally he did another
impromptu souse bit of stuttering with Lopez for
a finale exit ringing with applause.

The girly-girly on the mounting steps was the
usual finale for a flash and that’s really about all
it amounted to. The order of things in this
respect could have been greatly improved upon
but that’s what finale seemed to have come to
mean anyhow.

Chicago Diversey

Week Ending October 29

Joe Kayser and his Musical Funsters now en-
tering their second week at this house presented
a fine stage show as follows:

Opening: In full stage to represent Spanish

WHAT PRESS AND
PUBLIC THINK OF
THE “ADMIRAL-
PRESIDENT”—
"ACE”, Dramatic Critic
of the “Kansas City
Post”, says: — “When
George Dewey Washing-
ton sings a song, you
have heard it sung”.

GEORGE DEWEY WASHINGTON

“Just Songs”

Now Touring ORPHEUM
CIRCUIT for Limited En-
gagement Only. To Repeat
All B & K and L & T The-
atres Soon.

COSTUMES FOR RENT

PAUL ASH uses a set of PARAMOUNT Costumes each week at the ORIENTAL
Theatre, Chicago. We will Rent same outfits to OUT-OF-TOWN THEATRES

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

Community Songs —

JOHNNIE DEVINE

Featured Organist
PATIO THEATRE, CHICAGO

Where they sing “DEV1NELY” — Solo Presentations

CHARLES KALEY

“The Singing Band Leader”
An Exclusive COLUMBIA Artist
Now conducting MARKS BROS. Presen-
tations, alternating at MARBRO and
GRANADA Theatres, Chicago.

Garden as orchestra plays a popular tune just as
Joe Kayser makes his entrance. He announces a
band arrangement of "Blue Heaven,” which was
neatly played by the boys and sung by Earl
Smith, the banjoist baritone.

The next number was a black bottom routine
offered by the Kurnicker Girls which was well
done and received a fine hand. This was fol-
lowed by Wilfred Du Bois who had some very
clever juggling feats that entertained this audi-
ence in great style and received an encore for his
efforts. He was followed by Eileen Hillyard who
sang “There’s No Sense to It” and then offered a
high-kicking routine for her finish. This was also
very well received.

Kirby and De Gage were next on the program
and offered the Spanish atmosphere from which
the show was staged around. They offered a
Spanish-Ameriean Waltz which was very cleverly
done and well liked. The orchestra next followed
with a fine arrangement of "Miss Annabelle Lee,”
which was sung by the boys as well as played
in hot style.

The Kurnicker Girls came out again this time
appearing one by one costumed as dolls and
offered a fine routine of “The Doll Dance.” They
were followed by Wilton Crawley, a clever colored
artist who has been reported before in these
columns. His acrobatic dancing and clarinet play-
ing was one of the hit features of this bill.
Kirby and De Gage came on again for an Apache
routine which was soon followed by the Four
Eton Boys who where very well received for their
offering and again proved their popularity as
artists.

A band arrangement of a very catchy popular
tune followed in which the girls and entire cast
assemble on stage.

Observation: This was one of the finest band-
shows given in this house and showed Joe Kayser
to splendid advantage as a personality leader.

Indianapolis Circle

Week Ending October 28

As a stage attraction in keeping with the pic-
ture, the Circle is presenting “The Camp,” fea-
turing the Buddies Quartet, which sings a variety
of songs and pleases with an imitation of a banjo
quartet.

Combined with the attraction is “On the Air,”
a cleverly staged presentation which lets the audi-
ence look in on a radio broadcasting station
where a program is being presented by a quartet
of Circle Orchestras members, including Dessa
Byrd, pianist: Edward Reseller, violinist; Walter
Reuleaux, celist, and Arthur Deming, flutist.
This number is followed by a particularly beauti-
ful cello solo by Walter Reuleaux, with Dessa
Byrd at the piano.

Kansas City Newman

Week Ending October 28

“A Trip to Mars, ’ a Publix presentation, was
the closing stage attraction at the Newman this
week, for the house, since its merger with Loew’s
Midland, will discontinue stage presentations.

The entire presentation was hinged about Vic
Ince and His Newman Merry Makers, perma-
nently attached to the theatre. Other members
of the cast included Sherry Louise Marshall,
Miquel Galvan, Doris Rue, Clyde Cottom, the
Griffith Twins and a chorus of eight.

Popular selections were played by the Newman
Merry Makers as an overture.

( Continued on page 38)

November 5, 1927

EXHIBITORS HERALD

37

GOOD LUCK!

MARK FISHER

I am glad that on November the 6th I can turn over my baton
for six weeks to MARK FISHER, one of the finest in the
show business. While traveling through Europe for new
ideas and talent \ wonderful co-op-

MARK and my \ ^ ^ eration during my

Gang will carry three years’ stay in

on the good work m % Chicago, and trust

at the ORIENTAL that when I re-

THEATRE, CHI- turn CHRIST-

CAGO. MAS WEEK our

I also wish to take ^ business relation-

this opportunity ship shall become

to thank all my even stronger and

friends for their better than ever.

ORIENTALLY YOURS

PAUL ASH

P. S.— RAY GALLO says to be sure and watch the EXHIBITORS HERALD for
the next SIX WEEKS as he has some scandal to tell about my trip. — P. A.

38

EXHIBITORS HERALD

November 5, 1927

STAGESHOWS

( Continued from page 36)

Chicago Chicago

Week Ending October 30

The performance this week impressed one with
the fact that quality and quantity can go to-
gether. It would be impossible to see a bigger
and better show. The orchestral and choral ren-
dition of “Tannhauser” with Elsa Stralia as the
leading singer and under the direction of the
guest conductor, Ullderico Marcelli, was superior
to all other overtures. The setting for “Joy Bells”
was well planned and a treat in itself. What
looked like a latticework at the background was
drawn in at each side, forming an immense bell
in the center of the stage for the introduction of
each number.

The opening number of the stagehand was
titled “Telephone Bell,” in which the song “Hello
Cutie" was joyously delivered. The ballet num-
bers having Eva Mascagno as the premiere
danseuse, were short and skilfully executed.
Charlotte Arren billed, I believe, as Crazy Bell,
afforded delight in her out of the ordinary dance
boy act. “Asleep in the Deep,” the Lighthouse
Bell number, was sung by the basso, Joseph
Power, who has an exceptionally fine voice.
Brown and Baily, designated the Bell Hops, did
some unaffected dancing that the people seemed
to like very much.

Jules Buffano then directed the orchestra in his
versions of one of Kriesler’s classical selection and

demonstrated again that his orchestra can play
music and not just jazz. Bayes and Speck,
termed those Dumb Bells, came onto the stage
singing “She’s Got IT” and then put over some
non-such nonsense with which the audience
seemed much pleased.

Roma Bros., as Golden Bells, extraordinary ac-
robatic performers, innovated the old type acro-
batic act by having a goldlike substance over their
bodies, and being accompanied by a capable girl
violinist, who assisted in making a most novel
entrance for this act. The applause which this
act received certainly showed the audience’s appre-
ciation for this most difficult work, which demon-
strates, however, that it is the way an act is
presented that really counts. The Roma Bros,
were an outstanding picture in the captivating
finale.

St. Louis Missouri

Week Ending October 28

“C’Mon St. Louis” was the title of the stage
show arranged by Brooke Johns for the enter-
tainment of patrons the past week. It was re-
plete with good song and dance acts, and a pro-
duction number “On the Showboat’* an effective
tableau in which lighted banjos were prominent.

For his overture Leonid Leonardi chose
“Marches Immortal’* that was very much en-
livened by the Missouri Ensemble, gracefully
mechanical in a wooden soldier dance.

Milton Slosser at the organ pressed out “Listen
to This.’*

“C’Mon St. Louis’’ featured Miss Goodie Mont-
gomery an excellent eccentric dancer who ap-
peared with Johns in London at the Alhambra
Theatre a few years ago, and Arthur Nealy, the
St. Louis tenor.

New York Roxy

Week Ending November 4

“In a Gypsy Camp,” a production overture in
five parts. A new method of illustrating music,
especially classical overtures, seems to be taking
on greater proportions, and of course here at the
Roxy, everything is done on a big and grand
scale. This piece was no exception.

“Gamby,” Maria Gambarelli, follows in a solo
dance bit, portraying “L’Espirit Du Lis D’-
Etang." What that means in French this re-
tulip coming to life.

Lewis Richards, the world’s most famous Harp-
sichordist, A. “The Harmonious Blacksmith.” B.
Beethoven’s Minuet. Assisted by Harold Van
Duzee and the Ballet Corps.

Russell E. Markert’s Sixteen American Rockets
in a novel precision dance. Though seated all
the while on a bench, these girls brought down
the house, and were given an encore, on this bit.
Hands, feet, head and body, all move as one,
throughout a drill number, executed from a sit-
ting position. Remarkable precision is the key-
note of all their work. Naturally they can thrill
anybody with it anytime. In these parts they are
the talk of the town.

A Hallowe’en Party. Another Roxy stage spec,
using company of over two hundred, divided into
nine numbers, all run off as though at a big
hallowe’en barn party.

Throughout all the numbers, “Red” Stanley and
Frank Moulan divide honors as master of cere-
monies. It’s impossible to minutely describe so
fast and furious a hodge podge of song and
dance. Roxy packs so much into his programme
that there seems to be nowhere it could be profit-
ably duplicated, and we must consider it an in-
stitution alone and apart.

A Preliminary . . . Prologue to the feature pic-
ture, “The Main Event.” . . . An actual ring,

boxers, crowd and fight is staged for but a
moment, then is gradually faded out as the pic-
ture is thrown on the screen.

Chicago Sheridan

Week Ending October 30

The Sheridan celebrated Buck’s return from his
vacation with a fine stage show this week called
“Buck’s Gala Week.”

The curtain rises to reveal the band before a
large drawing room scene with a charming fire
place. Girls in pajamas standing at either side
of the fireplace. They descend the stairs on
either side of the band, each holding a small
candle. They sing a short song and do a dance
routine. As they exit Verne comes on and an-
nounces Mischa and Oscha. This dancing team
does a very beautiful minuet to the strains of
“Minuet in G,” well played by the band. The
number wins a good hand.

The band follows with a fine arrangement of
“The Show Boat.’’ The number is fast and hot
and the applause is good.

Miss Silver Dallas, pinch hitting for Mabel
Hollis, comes on to sing “A Night in June” and
“Till Dawning.” The young lady has quite a bit
of personality and won a fair hand.

The next number features the two pianists of
the band, playing “Stepping on the Ivories.*'
The Joe Keith Girls, dressed in gym suits, run
on to do a number of unique setting-up exer-
cizes. This number is exceptionally good and is
rewarded with a fine applause.

The band next plays “A Shady Tree,” with
Verne Bucke and Frank Wilson singing the
chorus, which invariably means at the Sheridan

AL KVALE

AT

Balaban and Katz
NORSHORE THEATRE
CHICAGO

With HARRY GOURFAIN and
CHARLEY NIGGEMEYER and
A Great Happy Family

What More Could an Ex-Saxophonist Ask For?

FLORENCE BRADY—

“NOTHING BUT SONGS ”

Now Featured in Bandshow Unit Touring
PUBL1X CIRCUIT

Direction— —William Morris Agency Personal Manager Marvin Welt

MURRAY and ALAN

“Jesters of 3,000 Years Ago”

Just Closed a Tour of PUBLIX
Now Playing Deluxe Picture Houses

P. S. NOVELLE BROS “Are still at it” in a Chicago Cafe.

Direction WILLIAM MORRIS AGENCY

HARM and NEE

|j „ fB ~

“Those Two Cadets ”

For DeLuxe Picture Houses

St * . .Hfey/ '

ASCHER’S and COONEY BROS.

lm-i " :Jr -i

Are Satisfied They Played Us

EDDIE HILL

«IT”

After Creating a Huge
Success in All
B. & K. and L. & T.
Chicago Theatres
Now Featured in
“Banjomania a PUBLIX
Stage Band Unit

Direction — Wm. Morris Agency

P. S. Good Luck! Paul Ash and Bon
Voyage

EXHIBITORS HERALD

39

November 5, 1927

that the number has to be repeated several times.
It is a pretty number.

Ossman and Schepp, the banjo players, follow
with a number of selections among which are
“Everybody Loves My Gal,” a splendid arrange-
ment of “Dixie” and “Turkey in the Straw” and
as an encore they give “Rose Marie.” This act
has been reported before. It always wins a big
hand and always deserves it.

Mischa and Oscha follow with a fine classical
dance number. The tempo of this dance is un-
usual and adds much to the beauty of it. It was
rewarded with a fine hand.

“Blue Heaven” is next rendered by the band
with Verne playing the chorus on a saxophone,
and Frank Wilson singing it. It is extremely
pretty and Frank has to sing it again, and then
the house wasn’t satisfied, but the show goes on
with the McCune Sisters coming on to do their
songs and dances. Their song of most im-
portance is “You Don’t Say Yes,” followed with
a clever tap dance. They next do an eccentric
Charleston and Black Bottom combination that’s
a knockout. They get a wonderful hand and at
least four calls.

Then comes George Givot. He keeps the house
laughing with his “Peoria,” “George Givot” and
other songs. Givot is called back for more and
more and when he finally leaves for good, the
house is still wanting more.

For the finale, the band goes into “At Dawn-
ing” with the Joe Keith Girls doing a short rou-
tine on the raised level. They descend to the
stage as the entire cast comes on for the cur-
tain. Buck’s Gala Week is a fine show at the
Sheridan.

Boston Metropolitan

Week Ending October 28

John Murray Anderson’s “Dancing Brides” was
the presentation this week. Stairways on either
side of the orchestra led to a balcony behind and
above, on which were three huge floral designs
out of which the dancers came.

“The Waltz Bride,” with Josie and Jules
Walton as the bride and groom opened the pro-
gram. They did some clever fancy waltzing,
assisted by the Lenora bridesmaids in colorful
costumes.

They were followed by Gene Rodemich and his
Stage Band playing an interpretive selection,
“The Storm.”

Charlotte Woodruff, soprano, came on next and
sang “Isle D’Amour,” and then later she sang
Irving Berlin's latest, “Together We Two.”

She was followed by Edith and Dick Barstow
as the “Ballet” bride and groom. They were
lowered to the stage on a huge wedding ring,
and did some snappy toe dancing — both of them.

After them came the “Instrumental Bride”
with the Met Band, featuring a marriage of the
trombone and the sax.

After this the Lenora Dancers came on in
novelty costumes, combining a man’s suit and a
dress, and did some clever steps.

Next we heard back stage a high soprano voice,
but when “it” came on stage we found the voice
belonged to an old tramp, “Milo?” His tricky
whistling, and imitation of steamboats, birds,
trains, frogs, and anything else you can think of
went over big.

Finale was “The Wedding Cake” in which the
entire company with the girls dressed up to
represent wedding cakes came in singing and
dancing until the final curtain.

Film was “A Gentleman of Paris.”

Chicago Granada

Week Ending October 30

Charles Kaley’s presentation this week is
“Pumpkin Pranks,” and for stage settings it is
as beautiful and novel a show as this reporter has
seen in a long time.

The show opens to reveal a full stage drop of
a pumpkin representing the head of a goblin.
Elizabeth O’Donnell comes on to sing “When the
Teenie Weenies Do the Meenie Moe.” As the
Granada Girls, with huge goblin masks over their
heads, come on to do a dance routine during the
song, the singer and girls exit and the drop goes
up to reveal another hue pumpkin goblin head.
The effect is extremely good.

Kaley enters and announces a symphonic ar-
rangement of “Waiting for the Rainbow.” A
drop goes up to reveal another beautiful scene
which represents the inside of a house made out
of a pumpkin.

Jay King, also know as Buster Brown, comes
on to do a whirlwind dance which wins a good
hand.

Helen and Mae Murray next offer some har-
mony singing, chief of which is “Magnolia ” One
of the pair then does an eccentric Charleston.
The act gets only a fair hand.

The orchestra next opens with an arrangement
of “Swanee Shores,” and the Granada Girls,
dressed in scant orange costumes and high hats,
enter to do a pretty dance routine.

Miller and Mack, dressed in comedy clothes,
follow with a comedy boob dance. Then Miller
appears dressed as a woman, and just to look
at him in this costume is good for a laugh. Their
chatter and songs get good laughs and applause.
They end the act with a corking good burlesque
Spanish dance for a big hand and three calls.

Auriole Craven comes on to sing “What’ll You
Do,” to a good hand. Then she and Kaley sing
“I Won’t Believe You Till You’re Mine.” This
is a very pretty number and gets a good hand.
Miss Craven’s personality and versatility have
been mentioned here before. They make her a
pleasing entertainer.

This is followed with a special arrangement of
“Blue Heaven,” with Kaley singing it. It gets a
fair hand.

For the finale a drop goes up revealing a num-
ber of cats with flashing eyes and a row of sus-
pended illuminated pumpkin heads.

New York Paramount

Week Ending November 4

“Roumanian Rhapsody” as an overture pro-
duction, staged by Paul Oscard and directed by
Irving Talbot, with George Staefaesco as Piper,
and the Paramount Vocal and Dance Ensemble.
A nice wholesome and spirited arrangement that
went over nicely. Mrs. Jesse Crawford alone at
the mighty pipes this week does herself justice
with the “Doll Dance” and “Blue Heaven,” work-
ing in her own arrangement and variation. Did
they give the little girl a hand? A great one.

Shadowland, John Murray Anderson’s device,
in front of the Paramount stage band, led by
Ben Black.

Stella Powers, appears in the dark spaces above
the orchestra, much like a spirit and sings a bit
that won a fine hand, though we didn’t get the
name of it.

Roy Rogers, the boy who has some phenomenal
dance steps to his credit, out and spilled them
in this spot, and was called for an encore,
greatly deserved.

The Foster Girls appear in a special Symphonic
arrangement of “Blue Skies,” by Herman
Hand, played by the Stage orchestra, di-
rected and led by Irving Talbot, the genial musi-
cal director. Julius and Cassus do their phenome-
nal and magic burlesque on two strong men here
in a blackened stage hiding the friendly cables
that permit of all the magic stunts in the air.
They know how to get laughs and the audience
busted right out for them.

Idrena in. the doll dance struck a new note in;
this spot. Moved to the center of the stage as if
by magic seated in a mammoth high chair she
outs and does some double jointed and high
powered stunts whose delivery was a treat, with-
out the least exertion and full of grace. Not
over four minutes, she should have done more.
They wanted it.

Pauline Apert at the Phantom Piano. This
queen of the ivories is dangled here, there and
everywhere, up and down, over and across the
orchestra, without in the least being disturbed,
nor affecting her winning notes. The piano stunt
is a good one and the feature of a great little
bill. Earlier in the week, the trick guy ropes
snapped during rehearsal in this stunt and Pau-
line was a lucky girl in her escape from serious
injury- This was a stunt full of the old hokum
so you know how big it went across, that’s what
they like.

LASSITER BROS.

The ORIGINAL Boys From

“OLD IRONSIDES”

Cleancut Comedy and
Calisthenic Dancing

Now Playing Chicago Publix Theatres
Direction Wm. Morris Agency

Franc 6c Warren

Max Turner
Chicago

Harry Lenetska
New York

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

DANCING DEWEES

DO THEY DANCE— AND HOW!

Formerly Featured in a PUBLIX BANDSHOW
Now Touring B. & K. and L. & T. Theatres
Direction William Morris Agency

Paul

al MARKELL and FAUN gay

“A LAUGH WITH EVERY STEP ”

OCT. 29 to NOV. 4, METROPOLITAN, Boston, Mass.

Featured with JACK PARTINGTON’S “FLORIDA” UNIT— PUBLIX ROUTE

to follow.

HELLER and RILEY are at the Direction of MAX TURNER-

AMBASSADOR, St. Louis, Mo., this week William Morris Agency

40

EXHIBITORS HERALD

November 5, 1927

Chicago Harding

Week Ending October 30

A1 Belasco presented a Latin attraction this
week called, “Chili Blues,” featuring Harry Rose
and the Dancing Dewees. This offering enabled
Belasco to display more of his versatility as a
dancing entertainer. The show ran as follows:

Opening : In full 6tage representing a Spanish
Patio with two girls singing from balcony, one
opposite each other, to an arrangement of “La
Paloma.” At this point the Gould Girls make
their entrance as Mexican Senoritas and go into
a routine. A1 Belasco makes his entrance here
and goes into a tango specialty with the girls
which lends atmosphere to the show. Marie Pe-
terson one of the Gould Girls dances opposite him
in the Mexican hat number.

This was followed by a very hot arrangement
of “Rio Grande Blues” to which the boys in the
band put all their efforts. Belasco as usual
conducted the number in his peppy style but this
time displayed more life than ever and bounced
up and down the stage in an enticing manner.
We must say these boys certainly know how to
play a hot tune but Al’s way of handling them
is also one of the important features of their
arrangements.

This was followed by the Dancing Dewees, a
brother and sister act with the girl opening first
in an eccentric tap dance and was later followed
by her brother in a specialty acrobatic routine
that consisted of novelty and eccentric steps. This
boy’s somersaults and double twists were certainly
clever and won a fine appreciation from the audi-
ence. They both ended with eccentric black bot-
tom.

Mears and Greshe, the two young ladies that
sang "La Paloma” in the opening scene followed
next with a harmony selection of “Indian Love
Call” from “Rose Marie” and a medley of popu-
lar tunes. This specialty seemed out of place
especially for the pitiful blending of their voices
and type of songs for their costuming and sur-
roundings. This reporter feels that the act could
have just as well been left out as there was no
reason for it.

They were followed by a band arrangement of
“Baby Face” to which the boys 6ang special
lyrics for a “Hallowe’en” number intermingled
with many novelties throughout. The Gould
Girls came out again, this time in Mexican out-
fits and did a typical Chile dance routine in stop-
step time with arm novelties and eccentric steps.

They were followed by Harry Rose, that clever
jester of songs and chatter who in 6pite of a
bad cold managed to stop the show here with
his foolish pranks and clever showmanship. Rose
has been reported in these columns many times
before. A point of interest was the announce-
ment that he would be held over as Master of
Ceremonies at this house during the absence of
one of their leaders.

Gertie Stewart, the little colored youngster who
has created a sensation in picture houses around
town was on next and stopped the show cold

with her Southern dances. This tot has a very
fine conception of entertainment and certainly
does it in typical trouper style.

The Finale consisted of a specialty by the
Gould Girls again dressed as Mexican Senoritas
dancing to a band arrangement of “Kinkajou”
in which Alta Warshawsky, one of the Gould
girls did a clever tamborine specialty. This was
a very colorful show.

Omaha Rivera

Week Ending October 28

“A Syncopated Menu” was the title of A1
Evans’ stageshow at the Riviera last week, mark-
ing his 500th program. His headliners on the
star bill were Florence Brady, Billy Adams, Lor-
raine Tumler, Fritz and Jean Hubert, Allen Ray-
mond, Wallace and Cappo, and the Eight Little
Pepper Pots.

“Songs You Like to Hear” was Miss Brady’s
offering. Miss Tumler and Raymond, also offered
vocal music, among the numbers being a duet.
Adams has his own selections and talking line
and had a prominent place in the “menu.”

Dancing had its proponents in Wallace and
Cappo, and the Huberts, dancers and entertainers
in general, added much to the evening.

Evans, himself, outdid himself, showing that he
was not only stagehand master, but a pianist of
note. His interpretations of "Student Prince,”
“Rose Marie” and “Sunny” were well received.

The feature film was “Drop Kick.”

Chicago Uptown

Week Ending October 30

Frankie Masters and his band were featured
this week in “Way Out West,” a rodeo of syn-
copation with Lang and Voelk, Jack Powell, Bert
Hanlon and many others. This same unit was
reported in another house last week and the
numbers ran as follows :

Opening: With band playing an arrangement
of “Pony Boys,” a fast tune played with lots
of pep and after the usual yelling and shooting
off stage for a show of this kind. Masters makes
his entrance and introduces the band as the boys
of the “Doublecross Ranch,” which after some
clever chatter leads them into a band arrange-
ment of “Dawning” played with many novelties
and soloed by Frankie Masters in his pleasing
voice. This chap has made himself popular by
his splendid personality and soothing singing
when he was only a member of another band
and through these qualities he is making himself
popular as a band leader.

Kendall Capps and his specialty steps started
off this program in great style, after a specialty
offered by the Paramount Girls. He was fol-
lowed by Lang and Voelk, popular harmonists
who are now repeating the houses that have won
them their popularity. As usual they won a huge
reception for their splendid offering.

Bert Hanlon came on next with his clever chat-
ter and comedy songs which stopped this show

cold. Without any doubt Bert is the gatling
gun of nonsense and is certainly a great bet
for picture houses. After several encores a band
arrangement of “Pale Moon” followed in typical
Indian style which was also sung in a soft har-
mony manner by the boys.

Jack Powell was the next big hit of the bill
with his comedy antics by his drum sticks. This
fellow can certainly keep time on almost any-
thing that brings forth sounds. The crowd here
wouldn’t let him off for several minutes.

A clever band arrangement followed of "Moon,
Dear” with a scrim setting in the background
to represent a valley which introduced the
Paramount Girls in an Indian war-dance which
led into a specialty of an Indian Apache offered
by Moony and Churchill, a very clever pair of
dancers.

Milwaukee Wisconsin

Week Ending October 29

“Flashes” is this week’s presentation. The cur-
tain is raised high enough to show the legs of
the Six Abbott Dancers as they step their stuff to
the tune of the orchestra. Then as the curtain is
fully raised, it shows the orchestra dressed in
black with knee breeches and all the frills and
laces of colonial days. The dancing girls are
dressed in white wigs and orange costumes, while
the stage is arranged to appear as a large colon-
ial drawing room.

Ilomay Bailey draws a big hand with the
“Waltz Song” from “Romeo and Juliet” and
answers the encore with “Mr. Airplane Man.”
Miss Bailey is a decided hit.

Ned Norworth added humor to this week’s bill
and had the audience howling. He did every-
thing from smash a perfectly good straw hat to
playing the piano, during the course of which he
nearly demolished it.

Glen Welty’s arrangement of "Blue Heaven” is
next by the orchestra and Billy Meyer has re-
turned to sing the chorus. He gets a big hand
and his voice is as fine as ever.

The Abbott Girls, direct from the Chicago Ori-
ental, in black costumes and white wigs, give a
pretty exhibition of stepping to “Dancing Tam-
bourine” by the orchestra. They draw a good
hand. A farce radio number in which Meyer as
a decrepit old gentleman gives a health talk over
the microphone, Norworth as a hard boiled egg
tells a bed time story and Miss Bailey as a
noted soprano gives a comic imitation of a rot-
ten prima donna, went over big.

Mills and Shea, as two gobs, dance their way
across the stage to “You Don’t Like It — Not
Much” and throw in a number of snappy steps
and somersaults for good measure.

Chicago Tower

Week Ending October 22

The curtain rises with the band playing “Sail-
ing” with a battleship stage setting. Hughie
Clark steps out and announces a hot tune called
“Under the Moon” with six ballet girls dressed
in blue coats and white skirts. They make an
excellent appearance and receive a good hand.

Hughie Clark with his wise cracking and stories
about each act puts them over in good style.

Hughie Clark then after an announcement
turns the band over to Art Frasik the pit leader
and the band plays “When Day Is Done.” He
does this in good style and as an encore plays a
fiddle solo called “Kamenoi-Ostrow” by Ruben-
stein. A thunder of applause follows and the
writer is certain with Frasik’s good appearance
he would make an excellent stagehand leader.

Throughout the show as Clark makes his an-
nouncements “Jazz-Lips” Richards interrupts
him and at last Clark calls him to do his dance
and he is so good he receives three encores.

“Milenburg Blues” is the closing band number
including the entire company.

Observation — This is one of the Orpheum synco-
pation shows that rotates the circuit every year
and proved that presentation would go well here,
especially with the local leader Art Frasik. A
good show all around.

Chicago Capitol

Week Ending October 29

“Fun in an Engine House” was the title of the
bandshow at the Capitol this week, with “Del”
Delbridge and his Capitol Merrymakers. The pro-
gram opened with a good jazz number and Sylves-
ter and Worth then went through some difficult
gymnastics. It is this reporter’s opinion that al-
though these two boys are good, they could ma-
terially increase the effectiveness of their act if
they would use more showmanship.

FRED KINSLEY

p -> VJI

Featured Organist in His Own

- M |

Original Stunts

KEITH’S HIPPODROME, NEW YORK

Francis

KROMAR

Solo

Organist

At the
Orpheum
Circuit’s

Diversey Theatre
Chicago

November 5, 1927

EXHIBITORS HERALD

41

LOSAY5

Something
about0
E very one

ORGAN SOLOS

Walt Steely (Chicago Peoples) after leading a
stagehand here for 6ix weeks Walt is back at
his organ and offered a comedy stunt on the
song “Gorgeous” with slides on a newly wed
couple. This was in the form of a solo with no
singing from the audience. It was cleverly done
and well liked.

Benson of Chicago, Inc., for many years the
leading booking organization for name bands in
hotels has established a presentation department
with David P. O’Malley in charge and Hunter
Bennett as director of Publicity. . . . They now
have fifty bandshows in rehearsal for Independent
bookings. . . . Goodbye, Paul Ash! and Hello,
Mark Fisher! are the favorite remarks made this
week around Randolph Street, the gay White
Way of Chicago. . . . Paul sails on November 7
and Mark takes his place for six weeks .... the
Weisner Sisters, recently discovered by Sam
Herman are playing with A1 Kvale this week
.... by the way all future bandshows out of
the Norshore Chicago will rotate over the Harding
and Senate theatres. . . . Sammy Kahn is leading
Mark Fisher’s band for six weeks while the latter
is at the Oriental theatre, Chicago. . . . Ted Meyn
well known organist is now playing the organ at
the new Liberty theatre in Zanesville, Ohio. . . .
Grace Aldrich is now touring for the Orpheum
Circuit under the direction of Harry Danforth.
. . . We hear that due to the long feature at the
Piccadilly, Chicago, this week there is no stage-
band show. . . . Harry Rose is being held over at
the Harding and Senate theatres, Chicago, as
master of ceremonies for six weeks. . . . Britt
Wood, another vaudeville artist, is making his
debut in presentation this week in Chicago thea-
tres. . . . Paul Whiteman and his band open at
the Chicago theatre next week, they will appear
at the Uptown and Tivoli also. . . . Preston
Sellers, featured organist at the Senate, is now
at the Uptown theatre in a similar capacity. . . .
Since Austin Mack has gone back to the Terminal
theatre, Chicago, his successor Joe Kayser is be-
coming a big favorite . . . .by the way Joe and
Paul Ash are boyhood chums. . . . George Givot
has been held over at the Sheridan theatre, Chi-
cago, for another week .... this week he shares
featured honors with Francis Renault, the female
impersonator. . . . Ted Leary just returned from
a week’s rest and is back at the Stratford theatre,
Chicago. . . . Leonard Salvo, featured organist
now alternating performances with Anita de Mars
at the Capitol theatre, Chicago, will soon open

at the Highland as solo organist. . . . Speaking
of organists Ester Hilbert is playing the organ at
the new Hollywood theatre, Chicago. . . . Don’t

forget to read “The Forum,” a new theatrical
sheet published by James Forsyth in Chicago. . . .
Harry Gourfain, producer of the Norshore shows
is taking a much needed rest and while away
Charles Niggemeyer is putting on the AI Kvale
shows. . . . Leonard Smith and Phyllis Enright,
featured organists at the New Avalon theatre,
Chicago, do an occasional solo now and then
besides feature playing. . . . Cecil Davis is now
leading the band at the North Center, a Chicago
L & T house. . . . Eddie Hill just opened with
“Banjomania” a Publix stage band unit which
is featuring him. . . . Maurice Staub is now
representing the Jack Mills Music office in Chi-
cago. . . . W. Remington Welch is doing a spe-
cial organ solo this week at the Tiffin theatre,
Chicago, in honor of the house’s birthday. . . .
Jack Perry of the Irving Berlin office is appear-
ing nightly with Joey Lichter’s orchestra at the
Central Park theatre, Chicago. . . . Panaroma
theatre, located at Sheridan Road north reopened
last week after complete redecoration. . . . Ager,
Yellen & Bornstein, music publishers have moved
their Chicago office from the 9th floor of the
Woods Theatre Bldg, to the 7th floor. . . . James
Thatcher is the new band leader at the Patio
theatre, Chicago. . . . The Roseland-State theatre
in South Chicago, are now doing a bandshow
policy with Orpheum Acts. . . . Lett Sisters &
Louise, formerly known as the Premier Trio are
now touring the Gus Sun Circuit under the direc-
tion of Sam Roberts. . . . Grace Clark, featured
organist of the Crown theatre, Chicago, will soon
leave that house for another deluxe theatre. . . .
Our friend Billy Stevens is still writing “Chicago
By Night” for the Chicago Saturday Telegraph.
. . . Paul Howard is being featured in “Jazz a la
Carte,” a Publix stagehand unit now playing in
Chicago. . . . There will be a lot doing next week
boys! Watch this column for all the scandal.

—A. RAYMOND GALLO.

Ray Turner (Rockford, Coronado) wires that
he used as his introduction solo for the opening
of this new theatre, a stunt that took in “The
Pilgrims Chorus,” "Tannhauser,” Hallelujah,”
“When Day is Done” and “Gorgeous.” As an
encore “Grand and Glorious Feeling” on every
performance. He also states that it is a class
house and that community singing is not liked,
so it ought to be easy going for Ray in his
classical solos which he is noted for.

John La Mothe (Lincoln, Lincoln Illinois)
reports that his solo for week ending October 16,
was called "What Are Your Favorite Flowers?”
used with a set of slides and a number of popular
tunes. In addition to this a local singer offered
a number in vocal style.

Eddie Fitch (Chicago Sheridan) offers this
week, without slides, selections from grand opera,
light opera, popular ballads and jazz among
which are bits from “Carmen,” “Song of Love”
and “Rose Marie.” From the small hand that he
received it would appear that the Sheridan pa-
trons do not care for this style of organ pre-
sentation.

Earl Estees (Orpheum, Omaha) as guest organ-
ist last week presented “The Cavalry Overture”
assisted by a singing usherette. Estees is the
popular organist from the Tower theatre, Chi-
cago, who has occupied a prominent place on the
Orpheum Circuit, organ list for many years. His
playing here was enjoyed immensely.

Don Ishain (Chicago Embassy) called his solo
this week, “Beneath Venetian Skies” which in-
terpolated his own version of the comedy element
of this number, which added the spice to the
offering. A large Spanish shawl was draped over
the top of his organ while playing this solo. As
usual Isham won a fine reception for his pro-
gram, a common occurrence for his splendid
playing.

Arthur Richter (Wisconsin Milwaukee) at the
organ presented for his number, “Fresh from
Broadway,” during the course of which he played
with the words flashed upon the screen, “Desert
Song,” and "Are You Happy.”

Johnny Devine (Chicago Patio) called his solo
“Chestnuts” which included many old time tunes
such as "Rosie O'Grady,” “Sidewalks of New
York,” "After the Ball,” “The Old Apple Tree,”
“Memories.” “Sweet Adeline,” “Old Midstream,”
and “Auld Lang Syne.” Throughout this pro-
gram he used a clever set of illustrated slides
which kept humor throughout the solo. This was
done in the form of a community stunt and the
audience joined in freely to celebrate. As usual
Devine took an encore.

Francis Kromar (Chicago Diversey) offered a
"Southern Symphony” this week, using many
Southern tunes with illustrated slides which in-
duced the audience to sing for him. The usual
quartette and negro assemblies were included in
this program. Some of the songs were “Swanee
River,” “Carolina In the Morning,” “Just Like
a Butterfly,” and “Swanee Shore.” Kromar made
himself popular at this house as the feature ac-
companist before going into the solo stunt.

Henry B. Murtaugh (Chicago, Chicago) plays
so splendidly that the audience seems to be afraid
to sing for fear they might not hear the music
well enough. At least this was what this re-
porter heard one patron say. His “Hallowe’en
Capers” this week comprised such familiar re-
frains as “Hail, Hail, the Gang’s All Here,”
“What Do We Do On Dew, Dew, Dewy Day,”
“Coek-a-doodle-do” and “At Sundown.” His Toy-
land Circus idea was facetious indeed and the
monkey’s suggestion to “Baby Your Father”
helped put over in unusual style the presently
much used song “Baby Your Mother.” "Are
You Happy, Dear,” that rather new and beauti-
ful song, was one of the best songs on this organ
program.

SIX BEST SELLERS

Week Ending October 29

“What Do We Do On a Dewy
Day” (Irving Berlin.)

“My Blue Heaven” (Leo Feist.)

“Just Once Again” (Leo Feist.)

“ The Desert Song” (Harms.)

“Just Another Day Wasted Awayf’

( S hapiro-B ernstein.)

“Miss Annabelle Lee ” (Irving Ber-
lin )

HERE COMES THE SHOW BOAT— (Shapiro-
Bernstein & Co.) — From “Africana.” A number
that can be used iir every picture house as a pre-
sentation. A hot tune and lyric.

* * *

EVERYBODY LOVES MY GIRL — (Shapiro-
Bernstein & Co.) — Introduced by Cliff Edwards
in the “Ziegfeld Follies.” A very good song by
Young and Lewis and Maurice Abrahams.

# # #

STEPPING ON THE IVORIES— (M. Witmark
& Sons) — A piano solo by John McLaughlin,

which has now been made into a song. A tricky
tune that will make great practice for good pi-
anists.

* $ #

IS SHE MY GIRL FRIEND? (How-De-Ow-
Dow)” — (Ager, Yellen & Bornstein) — By Jack
Yellen and Milton Ager, two of America’s lead-
ing song writers. A follow up song to “Ain’t
She Sweet,” and as good a song.

999

IF YOU WANT TO MISS A HEAVEN ON
EARTH STAY OUT OF THE SOUTH— (Harold
Dixon) — It seems that everything possible about
Dixie has been said, but this is another boost for
our sunny southland. Harold Dixon is also re-
sponsible for the words and music.

* * #

FAIR CO-ED — (Henry Waterson) — This is the
theme song of Marion Davies* picture which has
just opened at the Chicago theatre. The Hearst
newspapers are giving” the picture and the song
tremendous publicity. Ted Snyder wrote it.

# *

HEARTACHES AND DREAMS — (L. B. Curtis)

—The melody writer just recently gave us “Drift-
ing and Dreaming.” Aided by a Gus Kahn lyric
the song has a good chance. It’s a fox trot.

* e #

SMILE— (Robins Music Corp.)— Words and
music by Donald Heywood. Was the hit of Ethel
Water’s show, “Africana.” Now being plugged
as a popular song.

* 9 *

TOGETHER, WE TWO— (Irving Berlin, Inc.)—

Irving Berlin only gives us a song once in a
while, but when he does it’s a masterpiece. Mr.
Berlin has gotten away from his waltz idea and
has written this as a fox trot. Should be a big
hit.

* * *

TIN PAN PARADE — (De Sylva, Brown &
Henderson) — Words and music by Haven Gillespie
and Richard Whiting. A song that is on the
order of “Kinky Kids Parade,” and should meet
with the same success.

# * ❖

OUR BUNGALOW OF DREAMS— (Ted
Browne Music Co.) — A cute little love song.
Woi-ds by Tommie Malie who gave us “Rose
Colored Glasses.” Good lyrics and an excellent
melody.

999

FASCINATION— (Jack Mills, Inc.)— A very
good fox trot. Music by Dave Bernie, and with
a fitting lyric by Irving Mills.

99#

AFTER I SEE THE SANDMAN— (Milton Weil)

— A fox-trot by Jerry Newman, Art Sizemore,
Tommy Malie. This one is a love song that con-
tinues on even in dreams.

999

OUR AMERICAN GIRL— (Jack Mills, Inc.)—
The first song written about our female “Lind-
bergh.” She deserves to have at least one good
song written about her. Irving Mills and Jimmy
McHugh wrote this one.

P. S. — See you next week.

SID. HERMANN.

42

EXHIBITORS

HERALD

November 5, 1927

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

PICTURIZE CHICAGO

(3nE good sequence of subtitles in “The
Life of Riley” makes it a memorable com-
edy. Three captions in this sequence, which
are run off while George Sidney and Charles
Murray crouch in the darkness of a grocery
store as electric light bulbs fall slowly but
resoundingly from an overturned basket on
an adjacent shelf, read: “He’s got a gun.”
(More bulbs fall.) “He’s got two guns.”
(A whole gob of globes clatter down.) “He’s
from Chicago — he’s got a machine gun.”
This riots the Chicago audience to which it
is shown, and I have no doubt it clicks else-
where.

The point is, however, that this eminently
24-sheeted town in which I have my being
is about the brightest motion picture sub-
ject in this universe. More things, un-
expected things, happen here in a given
space of time than anywhere else. The
papers are my proof, and the papers are
misleading only in their emphasis — not in
their color.

I should like to see George Sidney and
Charles Murray sent here, with a suitable
cast in support, to do for this town what
they have done for the residence of the
Riley mentioned in the title of the picture
more or less in discussion. There is more
funny stuff clicked off every 10 minutes in
the Loop than there is in the six or seven
reels of this pretty good picture. I should
advise against advance preparation of a
scenario, preferring to get the unit on the
ground and pick a plot out of the latest
edition of the afternoon papers.

For this excellent suggestion, value of
which requires no proof, I make no charge
of any kind and ask no credit. There is
no secret about this city’s wealth of dramatic
material. The daily headlines of the wide
world are the best exploitation such a pic-
ture could have. Why not get busy on it?

And, by the way, Sidney and Murray are
better in “The Life of Riley” than for quite
a spell. It is not dirty and, so far as I
am able to determine, it didn’t make any
of the variously nationalized onlookers mad.

PAGING MR. SILLS

I SHOULD like the boy to page Milton
Sills, so that I may whisper privately in his
ear various things I think he should know.
Lacking this facility, I shall utilize the pri-
vacy of this column to the same end. (Mere
readers will detour here, please.)

By T. O. SERVICE

I think, Milton, you’re the champion hard
luck player of the Pacific Coast. They cer-
tainly think up a lot of ways to crab your
act. You almost got away, in “Hardboiled
Haggerty,” but it seems it just couldn’t be
done. I think you have grounds for action
of some sort against the person or persons
who stuck that last half-dozen or more of
painfully informative captions into your
otherwise quite good picture.

I was hopeful, Milton, all the way through
this one. I thought they had given you a
break at last. I particularly thought so
when Molly O'Day (is that the name?) got
her lamps into action, and when the last
reel got going I’d have sworn nothing could
occur to stop you this time.

Then they dragged in the primer and went
to work. The boy who ordered that forest
of explanatory captions at the end should
be sent back to school. Or no, it probably
wouldn’t do any good. Better to just dis-
pense with the services of these folks and
do your own cutting, or editing, or whatever
process it is which gives the picture its
final continuity. Does anybody ever look
at these things when they are finished and
before they’re sent East?

Frankly, Milton, they make a mess of
your pictures. This time for one reason,
that time for another. But always there’s
the monkey-wrench in the machinery, one
place or another. Last time, if I remember,
they slow-motioned your kissing of the gal
with the oblique chin. The young folks in
the audience screamed at this, and it was
funny. In this case the young folks were
with you (and Miss O’Day — if that’s her
name) all the way to the finish. They knew
everything that had happened and why. But
they yelled bloody murder when the ex-
planations began. The adults, of course,
sympathized with you.

Seriously now, Milton, you know as well
as I that the people who look at these pic-
tures (and particularly your pictures) are
not dumb. They’ve been around and they
know things. They like you, they like the
stories that the papers have carried about
you, and they’re for ycrti. Now why not give
them a break — by taking pen (or scissors or
megaphone) in hand and whipping your
completed pictures into shape according to
your own ideas of what’s good adult enter-
tainment. (The myth that pictures need be
built down for children went into the ash

can when the children grew up.) I’ll not
be satisfied until you turn out a picture as
intelligent as you are — and I don’t think
(although I’m not in any way authorized to
speak for the world)— that anybody else will
be either.

T j ET me recommend to the powers that
they create no more William Haines’. As a
first reason for not doing so, it is probably
impossible to build another model of this
original. As a second reason, young Mr.
Haines is quite likely to live long enough
to wear out the demand for his stuff and
the demand is too remunerative to be
crushed in the bud. Understand, I believe
Mr. Haines’ pictures to be a veritable oasis
in the desert of contemporary screenings.

This young man’s charm is a somewhat
wondrous thing. I cannot believe that cold
analysis was responsible for it. I feel sure
that, like Miss Stowe’s Topsy, it “jest
growed.” It does permit of analysis, how-
ever, and the analysis is very intriguing to
me. If you’ll permit —

The youth embodied by Mr. Haines on
the screen is the boy (and girl) you and
each of you (and I) were at 16, at 17, per-
haps at 21. He is the young fellow who
knows more than all the other residents of
the globe ever knew or could hope to know,
the bubbling genius who, in due time and
at his own pleasure, will show the wide
world what’s what, why and how come.
This is the charming fellow (deceased in
all of us, but how fondly remembered)
whom Mr. Haines re-creates for us, with the
difference that the Haines creation does the
things that the other young fellow only
dreamed of doing. It’s a quite marvelous
fact that the adult hasn’t in his makeup the
venom it would take to rebel against the
pleasant absurdities Mr. Haines projects as
plausibilities.

The Haines character is zooming again
among us in “Spring Fever.” It is the
principal content of that picture and is ade-
quate principal content for any picture. Golf
is the unpliable subject upon which Mr.
Haines’ heroics are strung in this case and a
20-foot putt is given the dramatic value of a
60-yard run for a touchdown. It doesn’t
sound possible, and it wouldn’t be, were it
not for the magic that lies in the Haines fic-
tion. Joan Crawford, an excellent running
mate for Haines, is the girl in the case and
there are several other capable players. You
should see the picture.

Patrick Michael Cunning
Mary Duncan

FOX PROFIT
Picture

JAMES TINLING
Production

Eye -Filling ! Nerve - Th rilling !

VERY CONFIDENTIAL

“"■MADGE BELLAMY

Here S the first Bellamy Picture of the season —
a dashing, beauty-parading, laugh -bringing, ex-
citing successor to "Sandy” and "Ankles Pre-
ferred ! ” Your patrons will thrill to this
story of a lovely little liar and what she
did when her bluff was called. Besides
Madge Bellamy, there are Patrick
Michael Cunning, Mary Duncan
(who made a hit in "The
Shanghai Gesture,”) and
Marjorie Beebe.

It is another of those Madge
Bellamy sure-fire box office
babies !

William Fox presents

"VERY
CONFIDENTIAL

with

ADGE BELLAMY

JAMES TINLING Production

Of Immense Importance to You

Your feature may be a hit but if your Shorts are
weak the drawing -power of your program is
crippled. Protect every program by a

FOX NEWS

MIGHTIEST OF ALL!

contract. Then you can feel your house has a
pulling-power that is patronage-building, even if
you sometimes slip up on the "main event.” FOX
COMEDIES help some, too!

WHO PLAYS WITH FOX PROFITS WITH FOX!

November 5, 1927

EXHIBITORS HERALD

43

THE FILM MART

(Special to the Herald)

HOLLYWOOD, Nov. 1. — Stories have been accepted
and are now in the hands of continuity writers of the four
big studios here which, when completed several weeks
hence, will be regarded as big productions. The com-
panies plan a general expenditure of more than four mil-
lion dollars.

Metro-Goldwyn-Mayer will spend a fourth of that
amount on “The Mighty River,” a flood story of the Mis-

sissippi valley.

First National plans heavy expenditures on two big pic-
tures to be started soon, one of which is Colleen Moore’s
“Lilac Time.”

Paramount is under way with the preparation of “The
Legion of the Condemned,” an air story. Fox plans a trio
of big pictures to follow “What Price Glory,” “Sunrise,”
and “Seventh Heaven.” — Douglas Hodges.

Pathe Announces 10
Films for November Release

An interesting picture will soon be re-
leased by Pathe, showing' a number of the
children of prominent screen stars. It is
produced by Madeline Brandeis and di-
rected by Robert Thornley. Billy Reid,
son of Wallace Reid, is the leading man,
with Eric Von Stroheim, Jr., as the di-
rector. The picture was made at the
Metropolitan studios.

“The Main Event,” Vera Rey-
nold’s new picture, is a story of
the prizefight ring. It will be
shown at the Roxy soon.

“Discord,” a production made in
Sweden for Pathe, features Lil
Dagover and Gosta Ekman.

Pathe is showing Bill Cody in
“Gold from Weepah,” a story of
the Weepah gold rush filmed in
the actual locality.

Julian Josephson, screen writer,
has been signed by James Cruze
to write the continuity for “The
Red Mark,” the next special Mr.
Cruze will produce.

Ralph Block has been appointed
supervisor of production for “Gal-
lagher,” the Richard Harding Da-
vis short story which is being
made at the De Mille studios for
Pathe release.

Pathe announces 10 features for release
in November — four De Mille Studio pro-
ductions, three Westerns, two heart dra-
mas and a Monty Banks feature comedy.
The De Mille features are “The Forbidden
Woman,” “Turkish Delight,” “The Main
Event” and “My Friend from India.” The
Westerns are “Hoof Marks,” with Jack
Donovan, “Gold from Weepah,” and
“Roarin’ Broncos,” with Buffalo Bill, Jr.
The heart dramas are “His Foreign Wife,”
with Edna Murphy and Wallace A. Mac-
Donald, and “Discord.” Monty Bank’s
latest comedy is “Flying Luck.”

Paramount Releases
Five Features in November

Emil Jannings in “The Way of All
Flesh” had its Stockholm premiere re-
cently.

Lane Chandler, as a result of his work
in “Open Range” and “The Legion of
the Condemned,” has been placed under
a long term contract with Paramount.

Paramount will release five fea-
ture productions during Novem-
ber, four two-reel comedies and

four one-reel cartoons. The fea-
ture pictures are “ Open Range,”
“She’s A Sheik,” “ The City Gone
Wild,” “The Spotlight” and “The
Last Waltz.” “Open Range” is a
Zane Grey special with Lane
Chandler ; “She’s A Sheik” stars
Bebe Daniels; “The City Gone
Wild” is Thomas Meighan’s lat-
est; “The Spotlight,” a story of
stage life with Esther Ralston,
and “The Last Waltz” is a UFA
production from the stage play of
the same name.

Fred Thomson’s next picture
for Paramount will be “A Pioneer
Scout,” a story of covered wagon
days, and is an original by Frank
M. Clifton.

Ruth Taylor, because of her good work
as Lorelei Lee, the gold-digger in “Gen-
tlemen Prefer Blonde s,” has been
awarded a new long term contract with
Paramount.

A hundred actors and actresses are
now on location at Bishop, Cal., making
scenes for “Under the Tonto Rim,” in
which Richard Arlen and Mary Brian
have the featured roles. Herman C. Ray-
maker is the director, and Zane Grey,
who wrote the story, is with them.

Release Dates

WEEK OF NOVEMBER 6
“The Small Bachelor”— Universal— 6305
“Back to Liberty”— Excellent— 5980
“The Crystal Cup”— First National— 6380
“Becky”— Metro-Goldwyn-Mayer— 6433
“The City Gone Wild” — Paramount — 5408
“Girl in the Pullman”— Pathe— 5867
“No Place to Go” — First National— 6431
“Gun Gospel” — First National^— 6288
“Judgment of the Hills” — -F B 0—6472

“She’s a Sheik” Paramount — 6015

WEEK OF NOVEMBER 13
“The Thirteenth Juror”— Universal— 5598
“Body and Soul”— Metro-Goldwyn-Mayer— 5902

“The Dress Parade”— Pathe 6599

“Turkish Delight”— Pathe— 5397

“Hook and Ladder No. 9” — F B 0^—5240

“The Thirteenth Hour” Metro-Goldwyn-Mayer—

5252

WEEK OF NOVEMBER 20
“Galloping Fury,” Universal, 5503
“The Last Waltz” — Paramount — 6940
“The Main Event”— Pathe^— 6472
“The Bandit’s Son”— F B 0—4765

“The Harvester” F B O — 7014

“Gold From Weepah” Pathe 4968

“Discord”— Pathe— 8586

WEEK OF NOVEMBER 27
“Roarin’ Broncs”— Pathe^— 4375
“His Foreign Wife” — Pathe— 4732
“Wild Beauty”— Universal— 5192

Fox Begins “Pigskin,”
and Tom Mix Story

Thirty-two employes have been entered
in the Fox Athletic Club handball tourna-
ment, in the New York offices.

“East Side-West Side” was given its
premiere at the Roxy recently and received
very favorable comment. Felix Riesenberg,
author of the novel by the same name,
unlike many writers, was delighted with
the treatment and acting given his story.

Fred W. Murnau has left New
York, where he has been making
tests for acrobats in the Fox stu-
dios for the filming of Herman
Bang’s story of circus life, “The
Four Devils.” The scenario has
been prepared by Berthold Vier-
tel and Carl Mayers after confer-
ences with Murnau held in his
home in Berlin last summer. Mod-
els and plans for the picture were
prepared under Murnau’s direction
by Walter Roehig and Robert
Herlith, who designed the sets for
“Faust” and “The Last Laugh.”

No casting has been done.

The “Horseman of the Plains”
and “Pigskin,” from the story
“Father and Son” written by
Harry Sinclair Drago, have gone
into production at the Fox West
Coast Studios. Sue Carroll and
David Rollens are leads in “Pig-
skin,” and Sally Blane is the lead-
ing lady for Tom Mix, who will
play in the range story.

“What Price Glory” has had extended
runs in all parts of the country. In Los
Angeles it ran for 24 weeks, in Chicago 12
weeks, in Detroit 18 weeks, Boston 12
weeks, Philadelphia 13 weeks, Cincinnati
four weeks, and at least three weeks in
a number of cities.

M-G-M to Have

Renee Adoree in “ Cossacks ”

Renee Adoree will play a Russian role
in “The Cossacks,” John Gilbert’s new
starring picture. The story and screen
play, from the original, are being written
by Frances Marion, who has signed a new
long-term, contract with M-G-M.

Joan Crawford, who played the heroine
in “Spring Fever,” which was at the Cap-
itol in New York recently, will have the
title role in “Rose Marie,” to go into pro-
duction soon.

Karl Dane and George K. Ar-
thur will soon be featured in a
comedy of circus life.

Joan Crawford will have the

44

November 5, 1927

EXHIBITORS HERALD

lead in Col. Tim McCoy’s new
picture, “The Texas Ranger,”
playing the part of a cowgirl of
the 70’s, as soon as she finishes
work opposite William Haines in
“West Point.”

Dorothy Farnum, scenarist, is
adapting Gladys Unger’s “Star-
light,” which will be known on the
screen as “ The Divine Woman,”
with Greta Garbo.

When Lon Chaney and Betty
Compson appear together in “ The
Big City” it will be the first time
they have played in the same pic-
ture since “ The Miracle Man,”
when they were both launched to
fame.

Norma Shearer’s next picture will be an
original comedy dealing with the adven-
tures of a traveling saleswoman. Ralph
Forbes will play opposite Miss Shearer.

First National Chooses
Lina Basquette for “Noose"

An amusing contrast in costumes is no-
ticed in “The Private Life of Helen of
Troy,” a First National picture. Costumes
worn by Lewis Stone, Ricardo Cortez and
other male members of the cast weigh
from 30 to 70 pounds, while those worn
by the feminine portion of the cast, headed
by Maria Corda, in the roles of Helen, are
said to average four ounces !

Lina Basquette, former dancing
star in Ziegfeld “Follies,” has
been engaged by First National as
leading woman for Richard Bar-
thelmess in his next picture, “ The
Noose,” now in production, from
the stage melodramatic success by
Willard Mack and H. H. Van
Loan. John Francis Dillon is di-
recting the story.

“A Texas Steer” is now being
assembled and edited. The pic-
ture, in which Will Rogers is
shown “natural,” was directed by
Richard Wallace.

“The Gorilla” is completed and is in
the process of cutting and editing.

“The Wagon Show,” written especially
for Ken Maynard by Forde Beebee, is in
production at First National’s West Coast
Studios. It is a story of a small traveling
circus playing the Middle West in 1905 and
is directed by Harry J. Brown. The tem-
porary title was formerly “The Caravan
Trail.”

Colleen Moore will soon begin work on
“Lilac Time.” The war play story, in
which Jane Cowl achieved a big stage suc-
cess, will be adapted by Adela Rogers St.
Johns and Willis Goldbeck.

Universal Buys Gade’ s
“ Grease Paint " for Veidt

“Uncle Tom’s Cabin” will have its world
premiere at the Central theatre in New
York November 4.

“Grease Paint,” an original story by
Svend Gade to be used by Conrad Veidt,
the continental star now making “The Man
Who Laughs,” has been purchased by Uni-
versal. The role, which it is understood
was written especially for Veidt, is that of
a troupe’s leading player. It will probably
go into production late this winter and be
released some time in the 1928-29 season.

Hoot Gibson entertained nearly
500 orphans from various orphan-
ages in Los Angeles county a
short time ago by staging for
them a complete circus program,
including clowns, wild animals,
and aerial performances. The fea-
ture of the program was the trick
riding and roping by Hoot him-

self. The studio donated peanuts,
pop corn, cracker jack and pop to
the kids, who were "shot” during
the fun, for scenes to be used in
Hoot Gibson’s picture' “Hey
Rube,” the circus picture which
Del Andrews is directing. Busses
were sent by the studios to trans-
port the children to and from the
homes.

Mr. Abe Stern, who with his brother
makes the Stern Bros, comedies, has been
receiving congratulations upon the arrival
of a daughter, who will be named Barbara.

The casts for “Honeymoon Flats” and
“binders Keepers” have been announced.
Millard Webb will direct Ben Lyon, Marian
Nixon, Gwen Lee and Bryant Washburn
in the first cast. Edmund Breese, Arthur
Rankin and Eddie Phillips will play in the
Laura La Plante story, “Finders Keepers.”

United Artists Showing
“My Best Girl" to Trade

Gnited Artists is now showing to ex-
hibitors in key cities “My Best Girl” and
Herbert Brennon’s first United Artists
picture, “Sorrell and Son.”

Louis Wolheim is supporting John
Barrymore in “Tempest.” Mr. Wolheim
made his stage debut in support of John
and Lionel Barrymore when they were
playing “The Jest.”

A1 Litchman, United Artists
vice-president and general man-
ager of distribution for United
States and Canada, has returned to
New York from Minneapolis,
where he closed a deal with the
Pantages circuit in that locality
for seven United Artists pictures.
The films were “My Best Girl” ■
“The Dove,” with Norma Tal-
madge; Gloria Swanson’s “Sadie
Thompson” ; “The Magic Flame,”
with Vilma Banky and Ronald
Coleman: Buster Keaton in “Col-
lege”; the Duncan Sisters in
“Topsy and Eva”; and “ Two
Arabian Knights,” with William
Boyd and Mary Astor.

Roland Drew will play the role of
“Felipe” in the Helen Hunt Jackson
story “Ramona” opposite Dolores Del
Rio. Utah sheep herders and cowboys
were filmed for the story on location at
Cedar Breaks and in Zion National Park.
Warner Baxter will play “Alessandro,”
the Indian lover, in the film. Finis Fox,
who wrote the screen story from Tol-
stoy’s novel “Resurrection,” and the film
story for “Ramona,” is engaged in seek-
ing a story for Miss Del Rio to follow
her Ramona vehicle. It is understood
Fox has written over 500 stories for the
screen in his writing career.

“Freckles" Is Finished
at F B O Studios

Ralph Ince has gone for a trip to Lake
Arrowhead for a combined business and
pleasure trip. While there he will work
on the script of “Chicago After Midnight.”
He was accompanied by his wife, Lucila
Mendez, George Arthur, Thomas Atkins
and Enid Hibbard. “Chicago After Mid-
night” is from a story by Charles K. Har-
ris, who is the composer of “After the
Ball” and other ballads.

Eulalie Jensen, who played the
role which characterized Mrs.
Porter’s mother in “Laddie,”
plays the part of the “Bird Wom-
an” in “Freckles,” the Leo Mee-
han production for F B O. During
the filming of “ Freckles ” a mov-
ing school house was maintained
so that Gene Stratton, who plays
the role of the “Swamp Angel,”

and John Fox, who has the title
role, could carry on their school
work. Miss Stratton, who is fif-
teen, and Johnny Fox, who is only
two- years her senior, are both
high school students. The two
spend four hours each day under
the tutelage of Carmen Holliday.
Final scenes of the picture have
been filmed.

Larry Darmour, who is producing a
series of Mickey McGuire comedies for
F B O, is in New York for a week.

Virginia Sale, sister of the famous vaude-
ville and musical comedy star, will appear
m the A1 Cooke and Kit Guard comedy
“Legionnaires in Paris.” John Aason, eight-
foot giant who appeared with Harold Lloyd
in ^ Granma s Boy,” will be in the cast also.

“The Racing Romeo,” with Red Grange,
played at the New York Hippodrome re-
cently.

Tiffany Finishes “Night Life"
and “The Haunted Ship"

The title “A Woman of the World” has
been changed to “A Woman against the
World,” according to announcements from
Tiffany. The picture is now being filmed
with Harrison Ford playing the male lead.
Georgia Hale and Harvey Clarke also have
parts. Phil Rosen is handling the mega-
phone.

“The Streets of Shanghai,” to
be directed by Louis J. Gashnier,
will soon be filmed. No cast has
as yet been selected.

Belle Bennett was enthusiastic
over the story she was given in
“Wild Geese” and over the oppor-
tunity to play a role in a picture
whose locale was Minnesota, a
state she has lived in.

Two more of the 24 feature pictures
scheduled by Tiffany for their 1927-28 sea-
son have been completed. They are “Night
Life” and “The Haunted Ship.” This
makes 19 more to come, as five have now
been completed.

Columbia’s Next Jack Holt
Film to Be “The Warning"

“The Blood Ship” played at the Metro-
politan and “Alias the Lone Wolf” at
Loew’s State in Los Angeles recently.
These two pictures also played a little
earlier at the Granada and St. Francis in
San Francisco.

Kenneth Harlan and Helene Chadwick
have the leading roles in “Stage Kisses,”
now in its third week of production. Three
important character players, Ethel Wales,
Frances Raymond and Phillips Smalley,
have been signed to the cast.

Claire Windsor will have two
leading men in “The Opening
Night,” her second starring vehi-
cle for Columbia. John Bowers
and E. Alyn Warren were signed
for these roles, and production
will start as soon as the director
and the rest of the cast are se-
lected.

Byron Haskin, who received his
directorial training with Warner
Brothers, has been announced as
a director for Columbia.

“The Tigress,” a romantic love story, set
against the colorful and fiery background
of the Spanish Sierra Nevadas, will be the
company’s second release for October, ac-
cording to announcements from Jack Cohn,
treasurer of Columbia Pictures. Jack Holt
has just finished his work in this picture
and has been given a contract for two more
productions, one of which will be “The
Warning,” from the story “The Silent Serv-
ice.”

November 5, 1927

EXHIBITORS HERALD

45

fTHETHEATRE

[Q^LSDepartment of Practical Showmanship

A PUBLICITY DIRECTOR TELLS HOW
HE WINS NEWSPAPER COOPERATION

/% MONG publicity men one often
hears, “he has all the luck,”
JL JL “he has a drag,” or “with that
show he’s working it’s easy to put it
over,” but according to Edwin Gal-
linagh, publicity and advertising
manager for Minneapolis with the
Finkelstein and Ruben organization,
there is little luck or drag in the pub-
licity game that gets stories into the
papers.

Gallinagh has put over some big things
with the press, and he has some rules
which he adheres to strictly and to
which he credits no small measure of his
success. Among these rules are:

1. Be absolutely square with the papers.

2. Have a proposition that will do the
newspaper some good as well as the
show.

3. Be sure the story you are promoting
has a real reader interest.

“No publicity man can expect that
every show he is promoting can be
crashed into the newspaper columns, es-
pecially those of the best and largest
papers, and those are the papers one
likes to ‘make’ because they are read by
a larger number of worthwhile people,”
declares Gallinagh.

“Nor can a publicity man expect to
fool the newspapers. Their employes
are just as smart as the show people.
They are in business to make money as
we are. Since their chief source of reve-
nue is advertising, it is only reasonable
for them to expect that when a man has
something to sell that he will pay his
money to advertise the fact. Nor with
the good papers can one expect to get
free publicity just because an ad is run
in the papers. Such newspapers will be
quick to tell you that they do not have
to get their advertising that way.

Real News Always Wanted

“However, if the publicity man does
have a feature or a piece of real news
that a paper’s readers will enjoy, it isn’t
hard to make the columns with it. But
don’t try to fake anything. Once you
get caught at it you’re through as far as
the papers are concerned.

“When a publicity man is attempting
to put over a tieup with the newspaper,
he .should be certain that he has a propo-
sition that will do the paper as much
good as it does the show or the theatre.
The showman doesn’t give away any-
thing without expecting some returns,
and one can’t expect the paper to give up
the space in its columns without getting
something back in increased reader in-
terest, circulation or advertising.

“Once the newspaper learns that the
publicity man is square and above board

and at least some of his propositions are
sound, he is going to be able to get an
audience. He can’t expect to put over
everything he tries, but when ideas
strike him if he will try them out on
himself, putting himself in the position
of the paper, he will find himself dis-
carding most of the chaff and going only
to the papers with something that has
merit and his ‘losses’ will be negligible.”

One of the most extensive tie-ups Mr.
Gallinagh’s office has conducted recently
was the filming of a “quickie” with
The Minneapolis Journal. It was put
over as a feature for the State theatre
and for more than three weeks com-
manded first page space in the newspa-
per daily and in practically every story
the theatre obtained prominent mention.

Do you Follow These
Publicity Rules

1. Be Absolutely square with the pa-
pers.

2. Have a proposition that will do
the newspapers some good as well
as the show.

3. Be sure that the story you are pro-
moting has a real reader interest.

The picture was called The Journal
Movie and this fact was carried on the
State theatre screen at every perform-
ance, and it was possible for tbe paper
to arouse the interest of a large number
of readers in the progress of the film-
ing. It also was given the privilege of
conducting a contest to select the
scenario and work out a newspaper
story for the plot, which allowed the
taking of a number of scenes in The
Journal office.

The theatre got its daily publicity in
the stories of the filming. Several of the
scenes were taken on the State stage as
a feature of the evening performances,
and these were thoroughly advertised
and described in the newspaper stories.
The stage also was used for the presen-
tation of awards to the scenario writers,
and finally the film was presented on the
State screen. There never was a show
in Minneapolis that got as much advance
matter.

Plays Jazz on Chimes

The Minneapolis Star was one day on
the lookout for some good, jazzy fea-
tures, so Gallinagh arranged for the
playing of jazz music on the chimes in
the Minneapolis city hall tower. It was
the first time this had been done. An
interview was obtained from Henri Ver-
brugghen, director of the Minneapolis
symphony orchestra, in which he sup-
ported the idea of popular music from
the chimes. Others disagreed and soon

Doctors Are Guests

of Theatre to See
“The Country Doctor ’

With the showing of the Pathe-De Mille
picture, “The Country Doctor,” Clark &
Edwards put over a good promotion at
their Palace theatre, Ashland, O. They
advertised that the theatre would be the
host to all the doctors in the city. Here
is their letter:

Editor, THE THEATRE,
Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

Put invitation in newspaper for
“the unsung heroes of life and
death, the doctors,’’ and their
wives. They came, they saw and
when they came out, their eyes
were misty with tears. This pic-
ture is as tender as the touch of
a loving mother’s hand.

Sincerely,

CLARK & EDWARDS.

Such promotions as this are excellent
means of building up valuable goodwill.
Doctors are the most respected citizens of
any town, and their support is of vital im-
portance to a theatre. This stunt may be
used effectively with other pictures to . get
other influential citizens of your town into
your theatre.

a spirited discussion was aroused, in
which the leaders of the various theatre
orchestras took part. Although not
pointed at any theatre, it gave promi-
nent theatre orchestra leaders an op-
portunity to get before the public in
print and gave the paper some interest-
ing stories.

A good news story was put over when
“The Covered Wagon” film was taken
out to the home of an old lady who had
crossed the Western plains in a covered
wagon. It was found that it was the
first motion picture the woman had ever
seen and that made it a good news story.
Gallinagh had expected only to break in
with a fair, inside position story on
“The Covered Wagon” angle, but when
he found it was the woman’s first movie,
he made the first pages.

The occasional quoting of the news-
paper critics on the screen with regard
to a film or vaudeville offering has been
found an excellent way to keep on
friendly terms with the press.

Very often the press agent runs across
a story that has no connection with the
theatre, but by tipping off the papers
the publicity man is put in position
where his request for favors will be
more readily granted.

46

EXHIBITORS HERALD

November 5, 1927

What Is the Value
of Your Goodwill
in the Community?

Several years ago in a small Southern
town a new theatre was opened, thus
giving the town two motion picture
theatres. The town was large enough to
support two theatres. The new theatre
was in every respect as good as the old
one. Its run of pictures was of equal
quality; the house was as comfortable and
on certain nights the admission was lower,
yet at the end of just seven months, the
sheriff did a neat job of sign tacking on
the theatre’s front door. Why did the
theatre go into bankruptcy?

The answer was simple. During the
years that the other exhibitor had oper-
ated his theatre in the town, he had cul-
tivated so much goodwill, his patrons
would not desert him. And although the
new exhibitor in the town was a good
showman, he could not buck this goodwill
and prestige. And to this day no other
exhibitor has opened a theatre in the
town. It is recognized throughout the
state as being a closed town as tar as
another theatre is concerned.

The Theatre and the Community

The success of any theatre, and espe-
cially a small town theatre, parallels
rather closely the popularity of the ex-
hibitor If the exhibitor devotes a share
of his time and energy to community
affairs, and shows that he has an interest
in the welfare of the town, he is pretty
apt to have a successful theatre, provided
of course that he is any kind of a good
theatre man.

W S McLaren, owner and manager
of the Capitol theatre, Jackson, Mich., is
a splendid example of this sort of show-
man. He is one of the best known men
in the city, and practically every citizen m
Jackson knows him. If all the things that
McLaren does were written down, they
would sound like the work of a profes-
sional welfare worker. More than 4UU
people are admitted to his theatre each
week free of charge. At one perform-
ance each week there come the boys from
a correction school. At another perform-
ance, the doors of the theatre are open
to an orphanage, and at still another there
comes a kindergarten class. This is done
every week in the year.

Thanksgiving Show for Poor

At Thanksgiving a special performance
is held for poor people. Twelve hundred
tickets are turned over to charitable
organizations who distribute the tickets to
worthy families. A similar performance
is given at Christmas. Besides this, col-
lections of clothes and food are made at
the theatre before Christmas, and these
supplies are given to the poor. Once each
week McLaren takes a picture to the state
prison located on the outskirts of Jackson,
and shows it to the prisoners.

Jackson has an unusually good Girl
Scouts organization and McLaren is one
of the strongest backers of the organiza-
tion. He belongs to both of the town’s
country clubs, and has held a number of
official positions in the city’s business club.
These are just a few of the things that
McLaren does in the city of Jackson.

“None of the things I do, have a direct
influence on the box office,” declares
McLaren, “but indirectly, the influence on
the box office is tremendous. The good-
will that this work has built up for me
is one of the greatest assets my theatre
has.”

This may sound as if McLaren has one
eye on the box office in doing all this.
Such is far from the case. The personal
pleasure and gratification he gets is more
important to him than the box office

rewards.

McLaren is no Babbitt, and if he were,
his work would probably have the wrong
effect on his business. When an exhibitor,
or any other business man, does such
community work for the one purpose of
helping his business, the people of the
town are the first to find it out. McLaren

says that the more work he does, the
more he wants to do. That’s the whole
answer to the problem. If you want to
do it, the citizens of your town will admire
you for your work. If you do it merely
for the box office value alone, you will
probably find that all your work is in
vain.

Penn Theatre Gets Publicity
When Dancing Girls Model Shoes

A stunt which won the new Loew Penn theatre in Pittsburgh extra
publicity and window displays was the use of the 8 Tiller Girls, who
were playing the theatre for two weeks, to model shoes every morning at
a local department store, Kaufman & Baer.

In return the store featured the fact
in a three-column 10-inch ad on Sunday
in all papers, the ad being a separate one
from their regular ads, and each day gave
four inches in their full page ad to the
display. In addition a window was given
with three 22x28 inch pictures of girls
in it and six 22x28 inch pictures were
put in the shoe department where the girls

were models. A newspaper that operated
a radio station in conjunction with the store
gave more publicity by broadcasting the
sounds of the girls doing a tap dance.
All in all both store and theatre profited
greatly by this tie-up. Manager Livingston
Lanning and Publicity Director Wallace
Allen were well pleased and the girls all
got a pair of shoes.

Chicago haii v tribivt titsdat octobfh vm

JOHN GILBERT
in "The Cossacks"

MARY PICKFORD
as "The Shop GitT'
HAROLD LLOYD
in Speedy"

EMIL JANNINGS
in "The Way ol ell Flesh"
GLORIA SWANSON
os "Sadie Thompson"

MILTON SILLS
-The Barker"

Leatnce Joy and Rod La Rocqu
"NOW WE’RE IN THE AIR
with WALLACE BEERY

NORMA TALMADGE

NORMA SHEARER and

JOHN BARRYMORE

WILL ROGERS

. BLUE DANUBE'
MAGIC FLAME-

TROY"

Von Stroheim production
•SORREL 6- SON
• BEAU SABREUR"
sequel to "Beau Goa re"
-ABIE’S IRISH ROSE”

•THE ROUGH RIDERS"
"BEN HUR”

"LAUGH CLOWN. LAUGH"

"THE WEDDING MARCH," E
"CHICAGO"

“THE CAT AND CANARY’’
"UNDERWORLD"

-THE GORILLA"

-OLD IRONSIDES"

"ROSE MARIE"

"LES MISERABLES"

? SYD CHAPLIN

An Eventful Message
from Balaban & Katz

The season of 1 927-28 is brim-
ful of dazzling promise. From the great

Ever since we owned our first
theatre, twenty years ago— a 100- seat

pro pm hu made— every crest picture that
has played a definite role in this epoch-making
industry . has been shown first at a Balaban &

productions headed towards the Balahan &
Katz theatres — from United Artists, from Par-
amount Famous La sky, from First National,
from Mctro-O-oldwyn Mjyer. from Universal.

Every one of these outstand-
ing and world-famous producers has

And nowhere in the Universe
has the marvelous growth, and artistic

development of the motion -picture industry
been so beautifully exemplified as at these

The Balaban & Katz screens
have (airly glowed and scintillated with

Allow us to assure you that

the Balaban & Katz theatres will main-
tain their ntp-emocy in the world ol theatres

linger brightly i

It has always been our idea,
and ideal, to operate a gTOup of theatres

so surpassing in beauty, so perfect in (aoliOes

Buf pictures past are pictures

gone. Good as they were, they wfculd
scarcely come up to our standard today The
spirit of this industry is to keep moving and
unprove on everything that has gone before
The moving-picture world is the most restless.

BALABAN & KATZ

ACY

1927-28 Promises to be the Greatest
Year in the History of Motion- pictures
at the Balaban & Katz Theatres

Here are a few of the epoch-making
productions to be shown
at these theatres

This full page ad was recently carried in a Chicago paper by Balaban &
Katz. It is an excellent example of theatre institutional advertising. It
achieves the double purpose of giving the background, the aims and quality
of Balaban & Katz theatres and also of announcing the season’s pictures.
Advertising such as this is of value, not only to the theatres themselves but
to the industry as a whole. Exhibitor advertising is the only practical and
truly economic channel by which the industry may reach the public. Adver-
tising of this type and scale does much to strengthen the relations between
the industry and the press, a thing of vital importance to the industry.

November 5, 1927

EXHIBITORS HERALD

47

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

A Word for B. O. Ticker

MASON, MICH. — To the Editor :
Some of your readers in the past few
weeks have been questioning the value of
the “Box Office Ticker.” It seems to me
to be the only particular method of rating
the drawing power of a picture, if per-
centages are figured according to direc-
tions. Of course, no one but a greenhorn
or an optimist would expect these pictures
to turn out, in every instance, exactly
according to the percentage listed, because
every locality is a different proposition
from any other in matter of the star, the
writer, or the style of story which draws
well. Also the day of the week on which
the picture is run makes a big difference.
If I rate my Friday- Saturday change at
100 per cent, then Sunday-Monday rates
about 60 per cent, Tuesday 60 per cent,
Wednesday-Thursday 40 per cent. (Note:
these are percentage figures, not dollars.)

However the compilation of figures on
actual performance from 10 or more towns
gives a good practical working average of
a picture drawing power, the best in fact
that has ever been evolved.

Personally, I report percentages on all
pictures except those played with added
attractions of definite drawing power.
Also, I make an exception of pictures

FILM
BOARD
SECRETARIES

These officer- of the Film Boards of
Trade probably do more than any other
agency to promote harmony between exhibi-
tor and distributor. Here is given one of a
series of sketches to appear in the HERALD.

lWriLTON A. NATHAN, attorney and
executive secretary of the San Fran-
cisco Film Board of Trade, helped organize
and incorporate
the San Francisco
Board about nine
years ago and ever
since has held the
joint office of
counsel and execu-
tive secretary.

Mr. Nathan,
who at present is
a captain in the
Judge Advocate’s
Department of the
U. S. Reserves,
saw service in the
War with Spain
and the Philippine
Insurrection and
is the proud possessor of a Special Con-
gressional Medal of Honor.

He specializes in corporation law and
has written a number of treatises on “Arbi-
tration,” “Contracts” and so on. He is a
member of the California and American
Bar associations, Native Sons of the
Golden West (past president), Masonic
Fraternity (past master). Knights of
Pythias (past chancellor), United Spanish
War Veterans (past department com-
mander), Veterans of Foreign Wars, Sons
of Union Veterans of the Civil War.

where the exchange gets a split and a box
office report, for obvious reasons. — Roy
W. Adams, Pastime theatre, Mason Mich.

A Ray of Sunshine

WELLINGTON, O— ' To the Editor:
Through the courtesy of your publication
this theatre has just been honored with a
visit from that grand old man, J. C.
Jenkins, “The Herald Man.”

He came as a ray of sunshine, radiating
gladness and good will. He told us what
a nice little theatre we had, what a fine
lot of men we exhibitors are, spun a
yarn about fishing in the Salmon river,
chided us on our neglect of the “What
the Picture Did For Me” reports, con-
tributed some very helpful business getting
stunts and was gone. But, somehow, the
day is brighter, our hearts are lighter, and
we resume labors with renewed interest
and added pride.

We have eagerly looked forward to J.
C.’s visit. And now that the cup of realiza-
tion has once again passed our lips, it is
our desire to express our thanks to the
Exhibitors Herald for this pleasure.—
W. J. Powell, Lonet theatre, Welling-
ton, O.

On Paramount Pictures

DOTHAN, ALA. — To the Editor : A
report on “Special Delivery,” a Paramount
picture.

Sold to Alcazar theatre, Dothan, Ala.,
for $75 for two days use, 50 per cent
over $225.00.

We took in on first days showing $15.80,
second day $18.

I’ll say if Paramount specials have such
stars as Eddie Cantor, Wallace Beery and
Raymond Hatton in them, what will the
regular pictures look like.

So far all pictures we have played on
Paramount’s 1927-28 contract have been
very poor, about the worst we’ve ever
played. They charge such high rentals
for these pictures called “specials,” and
we try to advertise them as specials, and
when the public gets a peep at even the
posters they lay back and say, “Not me
I don’t want to see that thing.”

“Children of Divorce” was a splendid
picture, and about the only one we can
recommend that we have played recently
from Paramount.

What’s the matter with the Paramount
pictures? They used to have such good
stars, and stars that the public liked to
see. Not one in Dothan, Ala., wants to
see Wallace Beery, Raymond Hatton and
Eddie Cantor, and Raymond Griffith any
time, and when it comes to being featured
as a star, well they just say, “I’ll stay
home, or go riding.” And to think that
we have to pay $75 to $100 for pictures
with such stars. They are trying to sell
a 5 cent picture for $75 and $100.

I can’t blame the public for not falling
for pictures like “Special Delivery,” “Casey
at the Bat,” “God Gave Me Twenty Cents,”
“Cabaret,” “Running Wild,” “Firemen
Save My Child,” and I could call more, but
this will give you an idea.

Dont blame folks for fussing because
they have to pay 30 cents to see these
kind. They should be paid to have to sit
and look at them, instead of having to
pay to see them.

If Eve said too much about these stars
and pictures, just cut out the part that
you think shouldn’t be in there. Thanks. —
LIattie Mizellf., Alcazar theatre, Dothan,
Ala.

Call for Mr. Bylsma

WINCHESTER, IND— To the Ed-
itor: Every once in awhile an exhibitor
says something that should be repeated,
and now I come forward and sponsor
the repetition of the letter written by
Peter Bylsma, Victory theatre, Napoleon,

La. This letter goes farther and makes
plainer the present state of selling than
anything said in quite a long while, and
I suggest this be re-written and you get
Peter's photo and give the same front
page notice. The letter appeared on page
56 of Exhibitors Herald of September 24.
— W. H. Brenner, Cozy theatre, Win-
chester, Ind.

We Hope It Is

CATHLAMET, WASH. — To the
Editor : Enclosed is check for a two
years subscription to the Herald.

The writer is just getting back in the
business after an absence of about eight
years and would like to get your last issue
of the Box Office Record and Equipment
Index, if possible.

If the Herald is as good as it was nine
and 10 years ago it is a necessary adjunct
to any theatre. — H. B. Paul, Elco theatre,
Cathlamet, Wash.

Cleveland Group Will
Build Theatre in Galion

(Special to the Herald)

CLEVELAND, Nov. 1.— A group of
Cleveland persons, headed by Sam F.
Deutsch, interested in the motion picture
business has incorporated the Galion
Amusement Co., and has entered into con-
tract for the purchase of the Galion Mac-
cabee Temple building property, at Galion,
O.

FILM
BOARD
SECRETARIES

These officers of the Film Boards of
Trade probably do more than any other
agency to promote harmony between exhibi-
tor and distributor. Here is given one of a
series of sketches to appear in the HERALD.

JAMES B. FITZGERALD, executive of
the Washington, D. C., Film Board of
Trade, heard the call to enter the motion
picture industry in
1916 when he was
teller of a bank
which was the de-
pository of a film
company. He was
offered a position
in the distributing
end but was not
with the company
very long before
he enlisted in the
U. S. Reserves
and was sent over-
seas in August,

1917, for two
years of service
with the First Di-
vision.

On his return he entered the legal de-
partment of the U. S. Veterans Bureau but
the fascination of motion picture distribu-
tion was too much for him and he re-
turned to the fold, as he says. Following
seven years of bookkeeping, booking, sell-
ing and managing, he became secretary of
the Film Board about a year ago.

“I was in the business before we had
Film Boards and I can appreciate the dif-
ference between contracts made in 1916
and contracts being made today,” Fitzger-
ald writes.

“The Washington Film Board of Trade
and the Washington Joint Board of Arbi-
tration are working harmoniously together
and cooperation is the keynote. We are
very proud of our Joint Board of Arbitra-
tion and its representatives are men of
keen intellect, and can weigh evidence sub-
mitted to them and do weight it with a
semi- judicial and impartial mind.”

48

EXHIBITORS HERALD

November 5, 1927

a CLASSIFIED

| Advertising

%

in g Medium

HI Five cents per word, payable in advance. Minimum charge,

Si. 00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized National Classified Advertis

For Sale

Theatre For Sale

Theatre Chairs

FOR SALE fifty rolls of music for Reproduco
Organ at $1.50 per roll. Send for list. Address
Tokyo Theatre, Veedersburg, Ind.

Signature cuts for newspaper advertising; two
sizes, only $10.00. Sketches free, Eagle Service,
Plankinton Bldg., Milwaukee, Wis.

Position Wanted

VIOLIN LEADER — Wife Pianist tod Organist.
Vaudeville or pictures. Years of experience. Li-
brary. A. F. of M. Work jointly or separately.
Address Geo. C. Davidson, 4464 17th Ave., Rock
Island, 111.

VIOLIN LEADER — Wife Pianist. Union, Re-
liable, Experienced. Large Library. Pictures Cor-
rectly Cued. Go anywhere. Want permanent loca-
tion. Address Box 217, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

ORGANISTS and SINGERS, thoroughly
trained and experienced in theatre work. Men and
women now ready for good positions. Union or
nonunion. Write salary, and other data. Address,
Chicago Musical College, 64 E. Van Buren,
Chicago.

ORGANIST DESIRES POSITION— Conserva-
tory training. Additional coaching from noted
Chicago theatre and radio artist. Desire to locate
in small city or suburb. Moderate sized house.
Prefer pictures only but can handle solos, novel-
ties. Have individual improvisation methods to
cue any picture without constantly referring to
music. Born musician. Perfect rythm. Experi-
enced Wurlitzer, Barton units. Age twenty-six
Married. Steady,. Reasonable salary. George F.
Strandt, 158 West Harrison St., Chicago, Illinois.

FLUTE AND PICCOLO — Union, experienced.
Pupil of Barrere, consider anything anywhere.
F. Sossaman, 96 Johnston Ave., Kingston, N. Y.

Organist, experienced and reliable, available for
first class permanent proposition. Address E. H.
Gordon, 2548 Glenmawr Ave., Columbus, Ohio.

HOUSE MANAGER, expert projectionist. Lobby
artfst, all in one. Ten years experience, Married,
young, best references. Go anywhere. Address
H- E. Schlichter, % Liggett Theatre, Madison,
Kansas.

Theatre Wanted

THEATRE WANTED — House to run on per-
centage, 3% years’ exp. as owner, or, might buy
on terms. Address J. C. Rood, 27 Church St.,
Ashtabula, Ohio.

Have two theatres at present, and due to sick-
ness in family, will sell the Rex Theatre at North
Fond du Lac, Wis. Address Chas. G. Baumann,
Oshkosh, Wisconsin.

THEATRE FOR SALE. 7 day town, population
1,100, unusual surrounding territory. Address
Auditorium Theatre, Laurel, Nebraska.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE -ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new Reproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list.
2,100 chain theatres operating from 2 te 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WANTED — One good second hand screen,
Minusa or Da-Lite, size 12x16. Must be in good
condition, and price right. Address T. H. Hen-
dershot, care Lyric Theatre, Cumberland, Iowa.

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

NEARGRAVURE Process Printed Stationery,
exquisite, special 250 letterheads and envelopes
$3.33 cash postpaid. Samples. Sollidays, Knox,
Indiana.

Banners

TONIGHT — 3x8 Bills, 50 words, fast delivery,
1000 prepaid $1.25, 500 85c. Address King Print-
ers Press, Warren, 111.

November 5, 1927

EXHIBITORS HERALD

49

“What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors ’ reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

RICH MEN’S SONS: Special cast— 42%.
October 12. Good little program picture that
pleased. Six reels. — E. F. Ingram, Ingram’s
theatre, Ashland, Ala. — Small town patronage.

RICH MEN’S SONS: Special cast— 40%.
October 12. A light diet but withal it was
satisfying and not half bad. Just a good pro-
gram picture, and boy ! Bought at such a fine
price one can make money. Seven reels. — L. L.
Netzer, American Legion theatre, Lena, Wis. —
Small town patronage.

LURE OF THE WILD: Special cast — October
15. This was an extra good show and pleased
my Saturday night crowd. Six reels. — Harvey
Webb, Harmonie theatre, New Harmony, Ind. —
General patronage.

F B 0

CLANCY’S KOSHER WEDDING: George

Sidney — 79%, October 21-22. A laugh riot.
The equal of any of the Jewish-Irish comedies.
Six reels.' — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

ARIZONA NIGHTS: Fred Thomson— 100%.
October 22. Well, I have run out of good things
to say about this star’s pictures. This was like
the rest, fine ! Satisfied everyone. I have one
more to play on F B O. Hate to lose this star from
our program, but am afraid we will. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

TARZAN AND THE GOLDEN LION: 60%.

Good. Boost. Picture is sure to please everyone.
— J. W. Cechowicz, Regent theatre, Centerville,
Mich. — General patronage.

HER FATHER SAID NO: Special cast—
80%. October 9. Exhibitors, here is a pippin.
Why haven’t we heard more of this snappy
picture. The title is intriguing, even the
“seldom comes’’ came to see what her “Father
Said No” about. It has a dandy plot, good
subtitles, a funny dog and even a clever parrot.
Mary Brian is delightful, and Danny O’Shea is
just suited to the part. We like him and would
like to see more of him. Frankie Darro is
appealing and does some fine acting. Nuf sed.
It’s a dandy and no one will be disappointed
in this. Seven reels. — L. L. Netzer, American
Legion theatre, Lena, Wis. — Small town pat-
ronage.

THE GREAT MAIL ROBBERY: 68%. Ex-
cellent. Holds interest from start to finish. Do
not be afraid to advertise. It will please. —
J. W. Cechowicz, Regent theatre, Centerville,
Mich. — General patronage.

THE GREAT MAIL ROBBERY: Special cast
— 20%. September 28-29. Some interesting action
in this, also some awful hokum. The chief
crook turns out to be the hero, while the sweet-
faced old mother is one of the crooks. — Roy W.
Adams, Pastime theatre. Mason, Mich. — Small
town patronage.

THE GREAT MAIL ROBBERY: Special cast
— A real Friday-Saturday action picture with
some different angles that will surprise and en-
tertain. It is well done. One of the best for
the action lovers. Most movie audiences seem
to want either that or comedy. — A. E. Hancock,
Columbia theatre, Columbia City, Ind. — General
patronage.

THE GREAT MAIL ROBBERY: Special cast
— October 11-12. A very good picture full of

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

action and thrills. Print good. Seven reels. —
P. G. Held, Strand theatre, Griswold, la. —
General patronage.

MOTHER: Belle Bennett — 65%. FBO have
made very few poor pictures last few seasons.
This is no exception. It is splendid entertain-
ment. Seven reels. — S. G. Fry, Palace theatre,
Mt. Pleasant, Tex. — General patronage.

LADDIE: Special cast — 100%. October 2.
Look at the percentage and ask us if we think
it’s a good audience picture? Enuf has been
said of this picture, but we must add a few
hurrahs ! All praise to its director. All the cast
is fine and live their parts. But John Fox, Jr.,
and Gene Stratton made a hit here. People
stopped us in the street to tell us how they
enjoyed it. Eight reels. — L. L. Netzer, American
Legion theatre, Lena, Wis. — Small town pat-
ronage.

LADDIE — John Bowers — 61%. October 16.
Some said this followed the book closely. A very
good production and pleased almost 100 per cent.
Seven reels. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

THE NIGHT PATROL: Richard Talmadge—
40%. Good Saturday picture. Clean. Six reels.
— G. Carey, Strand theatre, Paris, Ark. — General
patronage.

KEEPER OF THE BEES: 85%. Excellent.
If they made more like this the exhibitor would
not have to blush when his patrons come out.
All said good. Give us more of this kind. Boost
it. Picture is there. — J. W. Cechowicz, Regent
theatre, Centerville, Mich. — General patronage.

KEEPER OF THE BEES: Robert Frazer—
October 15. Here is another money maker for
the small town exhibitor. Had the best crowd
in my theatre since I played “The Covered
Wagon” the first time it was released. Eight
reels. — Andrew Rapp, Theatorium, Emlenton, Pa.
— General patronage.

ONE MINUTE TO PLAY: Red Grange—
60%. September 25. We are very glad we
waited until we got a fair price on this because
it did not draw here and we never could have
stood the fancy price. Grange is natural and
the story was fair, but this did not go over as
“Brown of Harvard” did. Seven reels. — L. L.
Netzer, American Legion theatre, Lena, Wis. —
Small town patronage.

ISLE OF RETRIBUTION: Special cast — 65%.
September 11. After seeing this we can’t see
why this picture wasn’t boosted to the skies or
how it ever got a knock. Held the interest of
our audience to the last. The acting of Victor
McLaglen stood out especially. If this is brutal
so is the Dempsey-Tunney fight. Seven reels. —
L. L. Netzer, American Legion theatre, Lena, Wis.
— Small town patronage.

WHEN LOVE GROWS COLD: Mrs. Valentino
— 10%. October 14. This is a good entertaining
picture. We have played lots worse. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

LONE HAND SAUNDERS: Fred Thomson—
October 16-17. Rather old but good as all the
Thomson pictures are. You won’t go wrong in
buying all of Thomson’s pictures. Print good.
Six reels. — P. G. Held, Strand theatre, Griswold,
la. — General patronage.

First National

THE DROP KICK: Richard Barthelmess —
75%. Played at start of football season and it
clicked. — Chas. E. Lewis, Capitol theatre, Middle-
town, Conn. — Mixed patronage.

THE LIFE OF RILEY: Special cast— 45%.
October 10. As good a comedy as I have seen
for a long time. Buy it and you won’t be sorry.
Seven reels. — W. G. Wright, Colonial theatre,
Troy, Mo. — General patronage.

SMILE, BROTHER, SMILE: Mulhall-Mackaill
— 50%. October 13. A good one from a comedy
team that is climbing right on up. I have all
their releases for next year and I am not sorry.
Seven reels. — W. G. Wright, Colonial theatre,
Troy, Mo.— General patronage.

SMILE, BROTHER, SMILE: Special cast—
50%. October 12. A good comedy, nothing heavy,
but it will go over good. Seven reels. — W. T.
Biggs, Adair theatre, Adair, la.

LAND BEYOND THE LAW: Ken Maynard—
80%. October 14-15. As good as the other May-
nard pictures. He is a clever rider and they
give him some good stories. Had this booked
for some time ago but didn’t get it on account
of a damaged print. It was worth waiting for
and made a good Friday-Saturday show. Seven
reels. — Ray W, Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

CONVOY: Special cast — 30%. October 11-12.
A good picture but not a special. Too much
like a news reel. A sea story never will do
business here. Eight reels. — Carlos F. Hoolscher,
Indiana theatre, Washington, Ind. — General pat-
ronage.

DANCE MAGIC: Pauline Starke— 15%. Octo-
ber 21. Can’t say much for this. Did not give
general satisfaction. Story thin ; wardrobe

50

EXHIBITORS HERALD

November 5, 1927

(what there was of it) thinner. Clean pictures
are all that "rough” people like here nowadays. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

WHITE PANTS WILLIE: Johnny Hines—
20%. We dunno why this didn’t get "M” in.
It's darn good entertainment, one of the best
this star has made. Six reels. — S. G. Fry, Palace
theatre, Mt. Pleasant, Tex. — General patronage.

WHITE PANTS WILLIE: Johnny Hines-
Weak. Audience did not care for it. — Chas. E.
Lewis, Capitol theatre, Middletown, Conn. — -
Mixed patronage.

SOMEWHERE IN SONORA: Ken Maynard—
50%. October 15. A good Western. As good
as any of them. None of the boys got a thing
on this man Maynard. He does all they do
and then some. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

SOMEWHERE IN SONORA: Ken Maynard—
39%. October 19. Ken does some good riding
in this. Pleased generally. Six reels. — A. G.
Wlitwer, Grand theatre. Rainier, Ore. — General
patronage.

THE SILENT LOVER: Milton Sills— October
14-15. Only a fair program picture. The ending
was rotten. Milton Sills is slipping. Why don’t
First National keep Sills in action pictures where
he belongs. Seven reels. — P. G. Held, Strand
theatre, Griswold, la. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— 75%.
October 9-10. One of the best Colleen has ever
made. Got plenty of laughs and a lot of good
comments on this one. Played it two days on
Sunday and Monday and business held up good
for both days. Went over big and everyone
pleased. Sunday, yes ; special, yes. Seven reels.
— G. E. Shilkett, Rex theatre, Joplin, Mo. —
General patronage.

ALL ABOARD: Johnny Hines — 70%. October
5. This is one of Hines’ best with a wonderful
story and a laugh a minute comedy. Hines is a
wonderful star but doesn’t draw here as well as
he should. Sunday, yes ; special, yes. Seven
reels. — G. E. Shilkett, Rex theatre, Joplin, Mo. —
General patronage.

ALL ABOARD: Johnny Hines — 40%. October

15. This is not so good, or at least they told
me that it was just too bad. Seven reels. — W. T.
Biggs, Adair theatre, Adair, la.

ALL ABOARD: Johnny Hines — 22%. October
10. A fairly good comedy but not Johnny’s best.
Seven reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

ALL ABOARD: Johnny Hines — Wouldn’t
recommend buying a block of pictures in order
to get this one. We have seen worse, however.
Seven reels. — B. V. McDougald, Amuse-U theatre,
Monticello, Ark. — Small town patronage.

THE STOLEN BRIDE: Billie Dove^50%.
October 19. A beautiful show and story. It
pleased for me. Eight reels. — W. T. Biggs,
Adair theatre, Adair, la.

THE STOLEN BRIDE: Special cast.— 47%.
October 6. Very good picture and caused quite
a few favorable comments. Print good and paper
fair. Seven reels. — W. G. Wright, Colonial thea-
tre, Troy, Mo. — General patronage.

STEPPING ALONG: Johnny Hines— 25%.
Just a fair comedy. A little draggy in spots.
Johnny Hines does not click so very well at the
box office here. — J. H. MacDonald, Wiley theatre,
Wiley, Col. — Rural patronage.

STEPPING ALONG— Johnny Hines-
Little long for this one, but pleased all
who saw it. Drew well. Brother ex-
hibitors, let’s have more reports on pic-
tures. Seven reels. — J. G. Fair, Elite
theatre, Laurens, lav — General patronage.

MEN OF STEEL: Milton Sills— 50%. The
best picture Sills has made. Almost as enter-
taining as “The Isle of Lost Ships” and of
course higher class. Nine reels. — S. G. Fry,
Palace theatre, Mt. Pleasant, Tex. — General
patronage.

MISMATES: Doris Kenyon — 40%. October 11.
Heavy drama, good acting, appealing story.
— Roy W. Adams, Pastime theatre. Mason, Mich.
— Small town patronage.

THE OVERLAND STAGE: Ken Maynard—
75%. Here is a real show with a real star.
Maynard draws better for us than Thomson,
and his pictures are far better than any other
Western. He always makes us money and we
are always satisfied. — J. H. MacDonald, Wiley
theatre, Wiley, Col. — Rural patronage.

THE OVERLAND STAGE: Ken Maynard—
44%. October 7-8. A good Western. This boy
is the best rider on the screen. — Ray W. Adams,

Pastime theatre. Mason, Mich. — Small town pat-
ronage.

THE OVERLAND STAGE: Ken Maynard-
August 16. Just a dandy picture. Drew very
well for us. — F. W. Carroll, Liberty theatre.
Chapman, Kan. — Small town patronage.

THE STRONG MAN: Harry Langdon— 50%.
A very poor thing to call a special or anything
else. Seven reels. — Orlo M. Rolo, High School
theatre, Sun City, Kan. — Rural patronage.

ORCHIDS AND ERMINE: Colleen Moor^-
30%. We did not think this was up to Miss
Moore’s standard, but it is a good little picture
at that and will keep them entertained and
smiling. — J. H. MacDonald, Wiley theatre, Wiley,
Col. — Rural patronage.

ORCHIDS AND ERMINE: Colleen Moore-
August 9. It would be hard to find a more
pleasing picture. — F. W. Carroll, Liberty theatre.
Chapman, Kan. — Small town patronage.

THE LADY IN ERMINE: Corinne Griffith —
25%. October 19. The poorest picture we ever
played of this star. — Bert Silver, Silver Family
theatre, Greenville. Mich. — General patronage.

SENOR DAREDEVIL: Ken Maynard— 45%.
Seven reels. — Orlo M. Rolo, High School theatre.
Sun City, Kan. — Rural patronage.

THE SUNSET DERBY : Mary Astor — Septem-
ber 5. Just a dandy picture. Had the best
crowd for this that we have had for one day
this year. — F. W. Carroll, Liberty theatre.
Chapman, Kan. — Small town patronage.

THE SUNSET DERBY: William Collier, Jr.—
October 9-10. A good little program picture that
should please most any audience. A good Sunday
picture. Six reels. — P. G. Held, Strand theatre,
Griswold, la. — General patronage.

SEE YOU IN JAIL: Jack Mulhall — August 23.
This is a fine comedy and pleased a good crowd.
— F. W. Carroll, Liberty theatre, Chapman, Kan.
— Small town patronage.

McFADDEN’S FLATS: Murray-Conklin— As
good as the best and better than most. These
two make a real comedy team. Book it and
guarantee your patrons a real treat. Eight reels.
- — R. H. Ries, Calhan theatre, Galhan, Col. —
General patronage.

BROADWAY NIGHTS: Lois Wilson— August
2. Good. — F. W. Carroll, Liberty theatre. Chap-
man, Kan. — Small town patronage.

AN AFFAIR OF THE FOLLIES: Lloyd
Hughes — Not a bad comedy-drama. Okey for one
night showing. Lewis Stone has a suitable role.
Billie Dove is the Follies girl who marries the
poor, job losing, haberdashery salesman. Things
lok dark for a time but all find happiness in the
end. Seven reels. — O. B. Junkins, Manzanita
theatre, Carmel, Cal. — General patronage.

JUST ANOTHER BLONDE: Dorothy Mackaill
— July 26-27. A dandy little comedy. — F. W.
Carroll, Liberty theatre. Chapman, Kan. — Small
town patronage.

THE PRINCE OF HEAD WAITERS: Lewis
Stone — A dandy drama that is different. Lerwis
Stone is a real actor and is gaining favor fast
with my patrons. No use talking F. N. has the
pictures for the small town exhibitor. Seven
reels. — R. H. Ries, Calhan theatre, Calhan, Col.
— General patronage.

THE LADY : Norma Talmadge — October 18.
Pretty fair picture. Well acted. My patrons
don’t like old fashioned pictures very well. Nine
reels. — Andrew Rapp, Theatorium, Emlenton, Pa.
— General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— July 18-19. As a rider Maynard is in a class
by himself. — F. W. Carroll, Liberty theatre,
Chapman, Kan. — Small town patronage.

MAN POWER: Richard Dix- — Played it with
vaudeville. Just a fair picture. — Chas. E. Lewis,
Capitol theatre, Middletown, Conn. — Mixed pat-
ronage.

THE ONLY WOMAN: Norma Talmadge—
August 30. Had a tentshow for competition on
this picture so did not have much of a crowd.
The picture is just as fine as you could ask for

~Z3 sevgwiH Avewut New Yoww city

November 5, 1927

EXHIBITORS HERALD

51

and should please anywhere. — F. W. Carroll,
Liberty theatre, Chapman, Kan. — 'Small town
patronage.

Fox

THE CRADLE SNATCHERS: Louise Fazenda
— 40%. October 13. This is good entertainment.
Good comedy. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

TWO GIRLS WANTED: Janet Gaynor— 20%.
October 13-14. So this is a Fox special. Well,
if you didn’t buy it, don’t — it’s terrible. — Carlos

F. Hoolscher, Indiana theatre, Washington, Ind. — -
General patronage.

THE MUSIC MASTER: Special cast^30%.
A good heavy drama, clean, but not the kind
that draws a crowd. — G. Carey, Strand theatre,
Paris, Ark. — General patronage.

OUTLAWS OF RED RIVER: Tom Mix— 66%.
October 17. A good Western. Six reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

OUTLAWS OF RED RIVER: Tom Mix—
60%. Another good one from Mix. Six reels. — •

G. Carey, Strand theatre, Paris, Ark. — General
patronage.

OUTLAWS OF RED RIVER: Tom Mix— A
Mix thriller. Past year has pi-oven to Fox and
Mix what the fans want to see Tom in. Let’s
keep at it, Mr. Fox. Westerns are what Mix
fans want. Nothing else will do. Six reels. —
S. G. Fry, Palace theatre, Mt. Pleasant, Tex. —
General patronage.

THE RETURN OF PETER GRIMM: Alec
Francis. — 60%. October 3. Had a number of
good comments on this feature. It was so
different that they liked it and didn’t hesitate
to tell me. Seven reels. — Ray W. Musselman,
Princess theatre, Lincoln, Kan. — Small town
patronage.

THE FAMILY UPSTAIRS: Special cast—
40%. October 4. A dandy picture and will
please, if you can get them in to see it. Ran
it one night only and believe that it would have
done better with a second night. Six reels. —
Ray W. Musselman, Princess theatre, Lincoln,
Kan. — Small town patronage.

THE MIDNIGHT KISS: Janet Gaynor— 60%.
October 6. The action in thi6 one is slow at
first but the picture gets better and winds up
with a nice little program picture. Janet Gaynor
is a good little star but she is not known well
enough here to have any drawing power. Sun-
day, no ; special, no. Six reels. — G. E. Shilkett,
Rex theatre, Joplin, Mo. — General patronage.

CANYON OF LIGHT: Special cast — 80%.
October 7-8. Another dandy from Tom and Tony.
They might be slipping but my crowd will always
turn out to see these two perform. Six reels. —
Ray W. Musselman, Princess theatre, Lincoln,
Kan. — Small town patronage.

SUMMER BACHELORS: Madge Bellamy —
October 16. This was not up to the usual Fox
standard although several pronounced it a real
cute picture. Six reels. — Harvey Webb, Har-
monie theatre, New Harmony, Ind. — General
patronage.

WOMAN’S POWER: 50%, Good picture but
advertising is poor so not very many male
patrons. The ladies were pleased. But it is not
a special. — J. W. Cechowicz, Regent theatre,
Centerville, Mich. — General patronage.

MARRIAGE: 10%. October 18. This is a
program picture that satisfied about 40 per cent
that see it here. — Bert Silver, Silvert Family thea-
tre, Greenville, Mich. — General patronage.

THE IRON HORSE: Special cast — 92%.
Great. Eleven reels. — Orlo M. Rolo, High School
theatre. Sun City, Kan. — Rural patronage.

WHAT PRICE GLORY : Special cast — A won-
derful portrayal of the world war with plenty
of action, plenty of “smut,” plenty of footage, in
fact a darn good picture, but don’t ask your
ministers how they liked it when they come out.
Twelve reels. — B. V. McDougald, Amuse-U theatre,
Monticella, Ark. — Small town patronage.

Metro-Goldwyn-Mayer

HEAVEN ON EARTH: Conrad Nagel — 70%.
October 7. Wonderful little love story with
Renee Adoree in the cast which helps put the
picture over. This picture goes over better with
the women patrons. There is no action to speak
of. Sunday, no ; special, no. Seven reels. — G. E.
Shilkett, Rex theatre, Joplin, Mo. — General pat-
ronage.

BEN HUR: Special cast — 100%. October 2-5
and 25-26. Broke every house and town record.
Exploited successfully in schools, churches, etc.
Twelve reels. — Chas. E. Lewis, Capitol theatre,
Middletown, Conn. — Mixed patronage.

BEN HUR: Special cast — The last word in
pictures, magnificence and drawing power. They
came for miles to see this one. It beat all
records in the history of our theatre. — H. M.
Face & Sons, Elmac theatre, Maple Rapids, Mich.
— General patronage.

BEN HUR: Ramon Novarro — October 19-20-21-
22. Wonderful production. Came out a little
ahead on this, but still maintain Metro’s selling
arrangement to the small situation on the two
big ones is all wet. Look out for it all who
have not bought. Twelve reels. — J. C. Kennedy,
Empress theatre, Akron, la. — General patronage.

BEN HUR: Ramon Navarro — October 14-15-16.
Extra good. Had big crowds all three nights.
Lots of compliments on it, also on the music.
Ran “The Big Parade” and “Ben Hur” right
after Omaha’s run using their advertising to help
us. Our contract with M-G-M was very very
satisfactory on these two. Made money on both
which makes us very happy. We played it as
many days as we wanted. Twelve reels. —
Virginia Pollard, Auditorium theatre, Nehawka,
Neb. — Small town patronage.

THE BIG PARADE: Special cast — 90%.
October 11-12-13-14. Needless to say this is
v/onderful. Fact is, I feel it better from a great
many angles than the other big one, “Ben Hur.”
The people were unanimous in their vote, yes.
— Dudley C. Scott, Royal theatre, Le Mars, la.
— General patronage.

THE BIG PARADE : Special cast — 65%. Oct.
10-11-12-13. Personally, I enjoyed this and could
overlook the mistakes, but my patrons were di-
vided on the picture. Some people will tell you
it was wonderful, others that it was not so good
and I think that too much is expected after
the advertising. Ex-service men will pan the
battle scenes because of the glaring mistakes. I
advertised this whole county and did not take
in the guaranteed split figure. I could not say
that it was a record breaker, nor an entirely
satisfactory engagement. Buy it, but be careful.
Thirteen reels. — Ray W. Musselman, Princess
theatre, Lincoln, Kan. — Small town patronage.

THE BIG PARADE: Special cast^65%. O. K.
Good business considering picture’s second time
in town. — Chas. E. Lewis, Capitol theatre, Middle-
town, Conn. — Mixed patronage.

THE BIG PARADE: Special cast — A splendid
picture. Special music highly essential. Would
not recommend paying for it on basis of Metro’s
“formula.” It would be an impossible under-
taking insofar as making money. Karl Dane
all but steals the picture from John Gilbert.
Thirteen reels. — B. V. McDougald, Amuse-U thea-
tre, Monticello, Ark. — Small town patronage.

THE BIG PARADE: John Gilbert— September
30-Oct. 1-2. Very good picture. Had good

crowd if we did have one rainy night. Had
music for the first time, using the orthophonic.
Added a great deal to the picture. I don’t see
why John Gilbert can’t keep on playing in good
pictures like this. Thirteen reels. — Virginia
Pollard, Auditorium theatre, Nehawka, Neb. —
Small town patronage.

CALIFORNIA: Tim McCoy — 90%. October 15.
Good. All the McCoy’s we have played have
been good. Six reels. — E. F. Ingram, Ingram’s
theatre, Ashland, Ala. — Small town patronage.

CALIFORNIA: Tim McCoy — October 14-15.

A very good historical Western. Six reels. — J. C.
Kennedy, Empress theatre, Akron, la. — General
patronage.

AFTER MIDNIGHT: Norma Shearer— 49%.
October 9. Good program offering but not as well
liked as some of Miss Shearer’s previous offerings.
Seven reels. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

AFTER MIDNIGHT: Norma Shearer — 45%.
October 10-11. Nothing much to this one. Cer-
tainly poor for Norma Shearer. Six reels. —
E. F. Ingram, Ingram’s theatre, Ashland, Ala.
— Small town patronage.

AFTER MIDNIGHT : Norma Shearer — Not up
to Shearer standard, but fairly pleasing. — E. T.
Dunlap, Dunlap theatre, Hawarden, la.

THE BUGLE CALL: Jackie Coogan — 75%.
Jackie plays his part like a Trojan and we had
a very good response from the Jackie Coogan
fans. A good little picture. — Dudley C. Scott,
Royal theatre, Le Mars, la. — General patronage.

THE BUGLE CALL: Jackie Coogan — Septem-
ber 17. Very good picture. A little sad. Had
a rainy night on this one so didn’t go over good
for us. — Virginia Pollard, Auditorium theatre,
Nehawka, Neb. — Small town patronage.

ADAM AND EVIL: Special cast — 70%. Sept.
28-29. A story that seemed to please the ma-
jority. We thought it clever and well handled.

— Dudley C. Scott, Royal theatre, Le Mars, la. —
General patronage.

ADAM AND EVIL: Lew Cody — Good comedy

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ROSEMARY

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A Bowery
Cinderella

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A Drama of Faith
and Fashion

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SAMUEL Z I E R LE Rw President

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52

EXHIBITORS HERALD

November 5, 1927

picture. So far the 1928 offering from M-G-M
has been very satisfactory. — Virginia Pollard,
Auditorium theatre, Nehawka, Neb. — Small town
patronage.

ADAM AND EVIL: Special cast — Good comedy.
Teamed with vaudeville made a well balanced
program. — Chas. E. Lewis, Capitol theatre,
Middletown, Conn. — Mixed patronage.

FRISCO SALLY LEVY: Sally O’Neil— 75%.
October 14. This is a cracker-jack for action,
laughs and a real up to the minute picture.
Pleased all of our patrons. Had a tine house
and the picture went over well. Special, yes;
Sunday, yes. Seven reels. — G. E. Shilkett, Rex
theatre, Joplin, Mo. — General patronage.

TILLIE THE TOILER: Marion Davies— 46%.
October 23-24. Some laughs in this, but it’s
pretty thin insipid stuff for the girl who made
“Janice Meredith,’’ “Little Old New York” and
“When Knighthood Was in Flower.” — Roy W.
Adams, Pastime theatre, Mason, Mich. — Small
town patronage.

TILLIE THE TOILER: Marion Davies— Pic-
ture entirely satisfactory. Box office results
somewhat disappointing in our case. Seven reels.
— B. V. McDougald, Amuse-U theatre, Monticello,
Ark. — Small town patronage.

TWELVE MILES OUT: John Gilbert— 55%.
Metro released some entertainment in this.
Everyone was pleased. Eight reels. — S. G. Fry,
Palace theatre, Mt. Pleasant, Tex. — General pat-
ronage.

TIN HATS: Conrad Nagel— 75%. October
17-18. A picture that pleased a good crowd.
Some fairly amusing subtitles that provided a
few laughs. Nothing big, but satisfactory. Seven
reels. — Ray W. Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

TIN HATS: Special cast— 46%.* Oct. 14-15.
Amusing comedy, not a knockout. — Roy W.
Adams, Pastime theatre, Mason, Mich. — Small
town patronage.

THE CALLAHANS AND MURPHYS: Marie
Dressier — 35%. If this is a comedy then I’m a
milk cow. A total flop. No wonder the Irish
are raising H, having to spend their money
to see such rot. Seven reels. — S. G. Fry, Palace
theatre, Mt. Pleasant, Tex. — General patronage.

MR. WU : Lon Chaney — 85%. October 16.
This picture deserves much praise. The direction
is most satisfying. The cast a great one, such
names as Louise Dresser, Ralph Forbes, Renee
Adoree, Claude King and on and on with of course
the one and only Lon Chaney topping the list.
The settings are gorgeous with wonderful atten-
tion to detail, and the acting is well night
perfect. What more can one ask ? We had a
great many pleasing comments. Our patrons
like variety and do not need a steady died of
comedy and Westerns especially when the picture
is as great as this one. Eight reels. — L. L.
Netzer, American Legion theatre, Lena, Wis. —
Small town patronage.

MR. WU : Lon Chaney— 75%. October 15.
Lon Chaney characterizes a young and old
Chinese and is good. The picture has good
scenery and is okay in every respect. Eight reels.
— H. B. Osborn, Community theatre, Mt. Hope,
Kan. — Small town patronage.

THE DEMI-BRIDE : Norma Shearer— 50%.
Oct. 5-6. My Shearer fans didn’t think so much
of fhis and I personally think that it was far
below “His Secretary” and “Waning Sex.” Eight
reels. — Ray W. Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

FLESH AND THE DEVIL: John Gilbert—
5%. October 6. One of the best pictures ever
shown in this town. The people are still talking
about it. Ten reels. — E. F. Ingram, Ingram’s
theatre, Ashland, Ala. — Small town patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— 80%. September 4-5. Having read the book
was amazed with the liberties taken with the
story, but at that it went over big. Forest fire
scenes are good, especially the rescue with para-
chutes, Joan Crawford appearing as the heroine
and Francis X. Bushman, Jr., impressed us as
a coming player. Seven reels. — L. L. Netzer,
American Legion theatre, Lena, Wis. — Small town
patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— 75%. September 30. Advertise this one as
a special and tell the people it is first class
entertainment. None of the patrons will go
away displeased. Peter B. Kyne story. Did good
business for one day. Should have played this
one two days. Sunday, yes ; special, yes. Seven
reels. — G. E. Shilkett, Rex theatre, Joplin, Mo. —
General patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — 65%. September 29. A very pleasing
picture and pleased the Coogan fans. A mighty
good horse race that will get by on a Saturday

night. Jackie is an actor and his work in this
picture was fine. Seven reels. — Ray W. Mussel-
man, Princess theatre, Lincoln, Kan. — Small
town patronage.

WAR PAINT: Special cast — 75%. September
23-24. A mighty good picture of Indian days,
soldiers, settlers and their fighting. Historical,
yes, but full of action and many will tell you
it ranks with the best of the Indian pictures.
Six reels. — Ray W. Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

THE FLAMING FOREST: Special cast— 70%.
October 1. A good picture and full of entertain-
ment. Some pretty technicolor in the closing
scenes. Seven reels. — Ray W. Musselman,
Princess theatre, Iincoln, Kan. — Small town pat-
ronage.

THE FLAMING FOREST: Special cast— 63%.
September 30-October 1. A good action picture,
but they used nothing much of Curwood’s story
except the name. — Roy W. Adams, Pastime thea-
tre, Mason, Mich. — Small town patronage.

THE BARRIER: Special cast — 70%. Septem-
ber 18. This picture was well liked here. It is
different. Acting by all the cast excellent. This
is a little old but Metro kindly substituted this
for a late one we knew our patrons would not
like. Seven reels. — L. L. Netzer, American
Legion theatre, Lena, Wis. — Small town pat-
ronage.

SPRING FEVER: Special cast— Very good
golf comedy, but the title will never get them
in. — E. T. Dunlap, Dunlap theatre, Hawarden, la.

ROOKIES: Dane-Arthur — The best comedy I
have played so far. It has a few raw spots in
it that could have been left out, but it seems
as if some of these producers can’t make a good
picture unless they can inject something on that
order. Print good. Seven reels. — P. G. Held,
Strand theatre, Griswold, la. — General patronage.

SLIDE, KELLY, SLIDE: William Haines—
October 8. Don’t fail to run this one as it
takes good with all classes. Pleased 100 per
cent here. Eight reels. — J. M. Blanchard, Com-
munity theatre. Lone Rock, la. — Small town
patronage.

ANNIE LAURIE: Lillian Gish— Good for its
kind, but my people do not like these old cos-
tume pictures. A good many walked out on
this one. — E. T. Dunlap, Dunlap theatre, Ha-
warden, la.

ANNIE LAURIE: Lillian Gish— Weak. Many
walked out. — Chas. E. Lewis, Capitol theatre,
Middletown, Conn. — Mixed patronage.

ANNIE LAURIE: Lillian Gish— October 8.
Good picture, but not a big special. Ran this
before Omaha and wish now we had waited till
after they ran it. Nine reels. — Virginia Pollard,
Auditorium theatre, Nehawka, Neb. — Small town
patronage.

MOCKERY : Lon Chaney — A disappointment.
Lon Chaney gained no new fans with this one.
— Chas. E. Lewis, Capitol theatre, Middletown,
Conn. — Mixed patronage.

MOCKERY : Lon Chaney — Chaney has and is
rapidly setting a reputation for pictures that are
unpleasant to take. “Mockery” is no exception.
It is brutal, a little gruesome and anything but
what you like to take for entertainment. I agree
with Service, it is time that he put behind him
his intensely horrible characterizations and give
the public straight parts, without the distorted
face and what goes with it. Certainly my peo-
ple, a lot of them, did not like “Mockery” for
we had a lot of walkouts. They admire the
artistry of Chaney, but are out of sympathy with
his roles. More like “Tell It to the Marines”
and he will go a good deal better in this town.
Business very poor and Chaney is getting away
on the wrong foot to hold his followers. I hope
he reads this. It reflects the opinion of some
of his fans, not my own. — A. E. Hancock,
Columbia theatre, Columbia City, Ind. — General
patronage.

THE FIRE BRIGADE: Special cast — October
19-20. Very, very good picture. I believe this
picture would satisfy most any one. Didn’t
have as many people as I ought to have had.
Miss McAvoy, I would like an autographed photo
of you. You were wonderful in this picture.
Nine reels. — Andrew Rapp, Theatorium, Emlenton,
Pa. — General patronage.

THE FOUR HORSEMEN: Special cast— 69%.
Eleven reels. — Orlo M. Rolo, High School theatre,
Sun City, Kan. — Rural patronage.

Paramount

FIGURES DON’T LIE: Esther Ralston— 56%.
October 14-15. Very good and has lots of comedy
of new type. Six reels. — W. G. Wright, Colonial
theatre, Troy, Mo. — General patronage.

FIGURES DON’T LIE: Esther Ralston— Good

picture. Plenty of laughs. Audience liked it. —
Chas. E. Lewis, Capitol theatre, Middletown,
Conn. — Mixed patronage.

SWIM, GIRL. SWIM: Bebe Daniels— 98%.
October 9-10. Good comedy. Miss Ederle is a
good athlete. Seven reels. — Carlos F. Hoolscher.
Indiana theatre, Washington, Ind. — General pat-
ronage.

SWIM, GIRL. SWIM: Bebe Daniels— 65%.
October 17-18. Very good. The public is always
glad to see one like this, and you feel good
when you play one like it. Give us more like it,
Bebe. Seven reels. — E. F. Ingram, Ingram’s
theatre, Ashland, Ala. — Small town patronage.

HULA: Clara Bow — 95%. October 13-14.

Personally considered this as good as “It.” How-
ever, majority of patrons did not think so.
At that it pleased everybody and we are happy.
Clara is there and over. Good luck, Clara, and
long may you “wave.” Six reels. — E. F. Ingram,
Ingram’s theatre, Ashland, Ala. — Small town
patronage.

HULA: Clara Bow — 62%. October 19-20.

Pretty hot for my patronage. Not much of a
story. Only the wonderful personality of Miss
Bow put it over. Watch for the Hula dance
at the end of the fourth reel. Lots of small
town fans will not stand for it. Six reels. — -
E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

HULA: Clara Bow — September 25-26. Same
old South Sea Island bunk done over and a
little above average, but not so good for the
star of “It” and “Rough House Rosie.” Six
reels. — J. C. Kennedy, Empress theatre, Akron,
la. — General patronage.

NOW WE’RE IN THE AIR: Special cast—
65%. October 21-22. Same old thing only in
slightly different situations. Would be all right
if you could buy them reasonable. Six reels. —
W. G. Wright, Colonial theatre, Troy, Mo. —
General patronage.

TELL IT TO SWEENEY: Special cast— 75%.
Excellent little story and good comedy through-
out. Nearly everyone was well pleased with this.
More power to them. — Dudley C. Scott, Royal
theatre, Le Mars, la. — General patronage.

TELL IT TO SWEENEY: Special cast— 65%.
October 7-8. Very good comedy and went over
much better than I expected. Six reels. — W. G.
Wright, Colonial theatre, Troy, Mo. — General
patronage.

TELL IT TO SWEENEY: Bancroft-Conklin—
62%. October 2-3. A great comedy. Wish this
team could stay together. Paramount has it for
27-28 product. Seven reels. — Clarence Lacey,
Rialto theatre, Anita, la. — General patronage.

WE’RE ALL GAMBLERS: Thomas Meighan—
57%. September 30-October 1. Fair picture with
good ending. Much better than his last two at-
tempts. This star deserves a strong story and
hasn’t been getting it. Six reels.- — W. G. Wright,
Colonial theatre, Troy, Mo. — General patronage.

BEAU GESTE: Ronald Colman — 60%. Good
picture but business did not hold up for four
days. — Chas. E. Lewis, Capitol theatre. Middle-
town, Conn. — Mixed patronage.

BLIND ALLEYS: Tom Meighan— 73%. Octo-
ber 18. This was a big improvement over “The
Canadian.” Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

FIREMEN SAVE MY CHILD: Special cast—
45%. I can hardly add anything except that this
one seemed a trifle too overdone on the subject
they had to work with. At least we didn’t
need many hands to count the laughs we had. —
Dudley C. Scott, Royal theatre, Le Mars, la. —
General patronage.

FIREMEN SAVE MY CHILD: Beery-Hatton—
40%. The worst of this team’s work. — Chas. E.
Lewis, Capitol theatre, Middletown, Conn. —
Mixed patronage.

CHANG: Special cast — They called it just an
animal picture. — Chas. E. Lewis, Capitol theatre,
Middletown, Conn. — Mixed patronage.

THE ROUGH RIDERS: Bancroft-Beery— 35%.
Treated us very rough. Not so good. — Chas. E.
Lewis, Capitol theatre, Middletown, Conn. — Mixed
patronage.

THE WAY OF ALL FLESH: Emil Jannings — -
40%. Good picture but did not do the business.
Sad ending not liked generally. — Chas. E. Lewis,
Capitol theatre, Middletown, Conn. — Mixed pat-
ronage.

WHIRLWIND OF YOUTH: Lois Moran— 30%.
October 12. Good story, appealing especially to
the ladies. Six reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

METROPOLIS: UFA stars— 40%. October 16-
17-18. Futuristic to the last degree. An attempt
at showing the future of capitol and labor.

November 5, 1927

EXHIBITORS HERALD

53

J. C. Jenkins — His Colyum

FREMONT, O., October 23, 1927.

DEAR HERALD:

Ohio is putting up a quality of weather that is seldom found at this season of
the year outside the confines of Nebraska. The variegated coloring of the trees
makes the country beautiful, and the old Buckeye state comes about as near being
100 per cent along all lines as any state under Uncle Sam’s supervision. I have
found these Buckeye hoys to be about right, also, and the peculiar thing about it
is that they are about as strong for the HERALD as I am, and you know how
strong that is.

The Herald Fills a Want None Others Can Do

It is surprising how well Marie is behaving. She doesn’t allow anything to pass
her except Fords and she stops at all red traffic signals whether I see them or not,
but why shouldn’t she? Just see who her namesake is, and sometime we are going
out to Hollywood and give Miss Prevost a joy ride, the likes of which she has never
had before.

The Herald Fills a Want None Others Can Do

In “Letters from Readers,” I notice, that that boy Wenger of the Miami theatre
at Union City, Ind., gives my old friend, Thomas O. Service, an uppercut that
almost caused the HERALD staff to throw in the sponge. It makes me laugh every
time someone hops onto Tommy, for 1 know that his comeback will be worth the
price of admission, as it was in this case. Far be it from me to engage that boy
Thomas in an argument. His typewriter has ball hearings.

The Herald Fills a Want None Others Can Do

Geneve writes from Tucson, Ariz., that the mercury hovers around 95 in the shade
all the while and that the sun baths she is taking are putting a tan on her like a
Sioux Indian. She has invited Adeline Further and “Fishy” Phil and Mrs. Phil to
come down there and spend the winter, and if they do the HERALD can expect
some “hot stuff” from a hot climate. Betcha Phil goes, for Tucson can’t be so
very far from Goose Creek, Tex., and you know who lives at Goose Creek. If
you don’t, read Phil’s poetic effusion in the current issue of the HERALD in
“Letters from Readers.”

Tlie Herald Fills a Want None Others Can Do ■

McVicker’s theatre must be some theatre. N note that Thomas 0. says he viewed
“The Magic Flame” from the “second row in the balcony which is just inside of
the Illinois state line. Doggone it. Tommy always hands me a laugh every time
he writes “Service Talks” (wish I could do that), and the only criticism I have
to offer is that he doesn’t occupy two pages instead of one. Can’t see, though, why
he should go clear out to Rock Island to view that picture.

Tile Herald Fills a Want. None Others Can Do

I went into a cafe here last night and asked the waitress if she had any fresh
oysters, and she said, “You bet,” and she inquired, “Would you like some?” and
I replied, “You bet.” I asked her if she could frame me up a nice stew and she
replied, “You bet.” Then she asked, “Half and half?” and I answered, “You bet.”
One has to know their language back here in this Buckeye state.

The Herald Fills a Want _None Others Can Do

Douglas Hodges, writing from Hollywood, says that one of the actors out there
“showed newly revealed temperament” and that the head of one of the producing
companies gave out a statement to the effect that “any actor guilty of temperament
will be dismissed at once.” What’s matter out there? That isn’t “temperament,”
that’s merely an Exuberant Outward Expression of an Inward Art, and don’t you
dare call that “temperament” again, Douglas. I’m surprised at you.

The Herald Fills a Want None Others Can Do

Oberlin is only a little distance from here, and Oberlin is where two of my
daughters went to college, and I am going down there tomorrow and nose around
a hit and try and get a line on how they behaved themselves. Geneve says she
was rated as the model girl of the school and Marjorie claims that her deportment
was always marked 100 per cent except at football games, then she went loony just
like her Dad and caused the faculty to wonder if she had the sagebrush all combed
out of her hair.

The Herald Fills a Want None Others Can Do

The HERALD carries an announcement by one of the producing companies of
the pictures they are going to offer the exhibitors, among which we note the fol-
lowing: “PAJAMAS,” “SINGED,” “FRENCH ANKLES” and “SILK LEGS.” We
don’t know what these pictures will be like, but the titles are a WOW, and if they
will group ’em with “MADAM WANTS NO CHILDREN” and “HER UNBORN
CHILD,” and somebody will make one and call it “NO CORSETS,” us small town
guys will be for ’em. It has always been a mystery to me how some of these title
writers escape the United States Senate. The public has evidently overlooked some
undiscovered talent.

The Herald Fills a Want None Others Can Do

Got a letter from Bill, just a short note, in which he says that Patricia Ann
(otherwise known as “Pat”) was very much disappointed not to get those loliypops.

( Continued on following page )

smirked with Joan D’Arc to lead the oppressed
out of the abyss, filled with enough religion and
men are brothers stuff to end the story. It was
an odd story oddly presented, but generally speak-
ing I had more walkouts on this than any picture
I ever ran. Eight reels. — Dudley C. Scott, Royal
theatre, Le Mars, la. — General patronage.

RUBBER HEELS: Wynn-Conklin— 12%. Octo-
ber 18. Wynn may be a wow on the stage but
he is a dud on the screen. The only redeeming
feature about this picture is the winter scenes
of Niagara Falls. Six reels. — A. G. Witwer,
Grand theatre, Rainier, Ore. — General patronage.

SENORITA: Bebe Daniels — 65%. September
25-26-27. Something a little different than we
have seen her in. Sort of an imitation of
Douglas Fairbanks’ action. She is clever and
everyone seemed to be pleased. — Dudley C. Scott,
Royal theatre, Le Mars, la. — General patronage.

SERVICE FOR LADIES: Adolphe Menjou—
42%. August 15-16. A real picture and pleased
entire audience. Step on it brothers and you
won’t go wrong. Seven reels. — Clarence Lacey,
Rialto theatre, Anita, la. — General patronage.

CASEY AT THE BAT: Wallace Beery— 6%.
October 4-5. An insult to the public. Rotten does
not half describe it. No excuse for this kind
of junk. After this we never expect to gross
more than $10 on any Beery picture. Six reels.
— E. F. Ingram, Ingram’s theatre, Ashland, Ala. —
Small town patronage.

THE MYSTERIOUS RIDER: Jack Holt— 75%.
October 23-24. This is a splendid picture. Fine
story. Star and cast fine, gave good satisfaction
to our patrons. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

RITZY: Betty Bronson — 79%. October 21-22.
A pleasing comedy. The Austin chap as an
English dude is a sure laugh getter. Six reels.
— E. M. Biddle, Strand theatre, Paoli, Ind. —
Small town patronage.

RUNNING WILD: Special cast — 46%. October
19-20. A fine picture with plenty of box office
power, and seemed to please all. Seven reels. —
Clarence Lacey, Rialto theatre, Anita, la. — -
General patronage.

FOR HEAVEN’S SAKE: Harold Lloyd— 70%.
September 26-27-28. Not as good as the other
Lloyd pictures. I played this behind “Kid
Brother” cause I knew that it was not as good.
Drew fair business but not the kind he did in
the good old days. Six reels. — Roy W. Mussel-
man, Princess theatre, Lincoln, Kan. — Small town
patronage.

THE COVERED WAGON: Special cast— 40%.
September 30-October 1. Re-issue. I have
noticed several have already reported that this
failed to draw any business. This was our ex-
perience and we will not spend any more playing
time on reissues regardless of their previous merit.
— Dudley C. Scott, Royal theatre, Le Mars, la.
— General patronage.

YOU’D BE SURPRISED: Raymond Griffith—
30%. October 18-19. Percentage is cut down on
account of paralysis quarantine on all admis-
sions below 16 years. Fair picture, little dif-
ferent, too many death scenes in it to take. Six
reels. — Horace Emmick, O. K. theatre, Lewisport,
Ky. — Small town patronage.

BORN TO THE WEST: Jack Holt— 40%.
October 8-9. Six reels. — Orlo M. Rolo, High
School theatre, Sun City, Kan. — Rural patronage.

CHILDREN OF DIVORCE: Special cast— 80%.
A box office bet anywhere. — Ghas. E. Lewis,
Capitol theatre, Middletown, Conn. — Mixed pat-
ronage.

STRANDED IN PARIS: Bebe Daniels — 55%.
October 13. Not up to par for Bebe Daniels.
Her pictures are usually far better than this one
with more laughs and a better story. The laughs
in this one were few and far between. Would do
to run with a double program. Sunday, no ;
special, no. Seven reels. — G. E. Shilkett, Rex
theatre, Joplin, Mo. — General patronage.

THE QUARTERBACK: Special cast— 30%.
Eight reels. — Orlo M. Rolo, High School theatre.
Sun City, Kan. — Rural patronage.

THE QUARTERBACK: Richard Dix — Septem-
ber 21-22. A mighty fine picture of school life
and football. — F. W. Carroll, Liberty theatre.
Chapman, Kan. — Small town patronage.

VARIETY: Emil Jannings — 30%. October 15.
Very good. It is truly a variety. Six reels. —
Orlo M. Rolo, High School theatre, Sun City,
Kan. — Rural patronage.

TIN GODS : Thomas Meighan — 35%. A picture
that will bring tears and a great many folks
did not like the sad ending but it was a good
picture. Meighan not overly popular here. — J. H.
MacDonald, Wiley theatre, Wiley, Col. — Rural
patronage.

MANTRAP: Clara Bow — 30%. Failed to draw
very well on a Friday and Saturday. Clara Bow
kept the picture from being very mediocre, al-
though our folks enjoy Ernest Torrence in any-
thing.— J. H. MacDonald, Wiley theatre, Wiley,
Col. — Rural patronage.

LET’S GET MARRIED : Special cast— 8%.
Heavy rain again kept folks away. Six reels. —
Orlo M. Rolo, High School theatre. Sun City,
Kan. — Rural patronage.

MAN OF THE FOREST: Jack Holt— 60%.
This is a good Zane Grey picture. Sorry Jack
Holt has quit Paramount. He was one of their
best bets here, and I hear their Westerns are not
so good since he left them. — J. H. MacDonald,
Wiley theatre, Wiley, Col. — Rural patronage.

IT : Clara Bow — September 17. Extra good.
Our crowd sure likes Clara Bow. Pleased about
95 per cent. We are going to run all of
Clara’s productions this next year. Seven reels.
— J. M. Blanchard, Community theatre, Lone
Rock, la. — Small town patronage.

IT: Clara Bow — October 4-5. This is o. k.
and a good drawing card. Clara Bow does some
real acting. However, there is one reading that
should be cut out. It reads like this, “He
couldn’t give birth to a suspicion.” I can’t un-
derstand why the director had this reading put
in. It wasn’t needed. Print good. Seven reels.
— P. G. Held, Strand theatre, Griswold, la. —
General patronage.

IT’S THE OLD ARMY GAME: W. C. Fields—

54

EXHIBITORS HERALD

November 5, 1927

( Continued from preceding page )

Bill was out in Boone, la., when the HERALD man invaded Chicago. He didn’t
say what he was out there for, hut we know. He went out there to show “Pat” to
grandma. Don’t blame him. The father of a girl like Pat has a right to go to
Boone on a mission of that kind. Betcha Bill swelled up a little, too.

If I could have a girl like Pat
To sit upon my knee,

Vd give my clothes, my new Knox hat.

And all my lingerie,

To have her cuddle up and coo
Just like the homing pigeons do.

The Herald Fills a Want None Others Can Do

Ohio has a mighty fine bunch of exhibitors, some of whom have a peculiar sense
of humor. I met one the other day7 and when I handed him my card he looked up
and said, “Say, are you the guy who has been writing that bull for the HERALD?” I
looked him right square in the eye and said, “My deluded friend, it will not be
necessary for you to elucidate as to how you acquired your early education, for I can
see that you burned more midnight oil reading Nick Carter than you did the classics.”
Then I added, “Your subscription has just expired to the best publication in the field
so get busy with that check book,” and he did.

The Herald Fills a Want None Others Can Do

The Valentine theatre at Defiance, O., under the management of Mr. H. C. Henry,
is to undergo extensive improvements. The front is to be remodeled and the lobby en-
larged and the exterior redecorated.

Mr. Henry has started the erection of a new hotel in connection with the theatre
with 40 rooms and the hotel is to be modern throughout and will be equipped to
meet the demands of the public.

The Herald Fills a Want None Others Can Do

I had a delightful hour with Mr. M. P. Stoup of the Capitol at Delphos. The
Capitol is a beautiful theatre equipped with every convenience for the patrons and
Mr. Stoup stands high with the community, and therein lies the secret of his success.
We hope to have the pleasure of visiting him again.

-The Herald Fills a Want None Others Can Do

Mr. H. L. Tracy, of the Temple theatre, at Willard, has recently installed a new
Wurlitzer pipe organ, style D, at an expense of $15,000 and since his wife is an ac-
complished musician, the people of Willard are enjoying exceptional entertainment.
I found Mr. Tracy a most delightful gentleman to meet. He’s a booster for the
HERALD.

The Herald Fills a Want None Others Can Do

Mr. Joe Brokaw operates two theatres at Angola, Ind., and when I say “operates”
it means all the term implies. His knowledge of the business ranks him among the
progressive exhibitors of the state. Mr. Brokaw says he takes the HERALD and that
it covers the field to his complete satisfaction. That’s what I have been trying to
preach all these years.

The Herald Fills a Want None Others Can Do

Mr. L. R. Moore of the Roma at Columbus Grove, and Mr. A. T. Worthington of
the Star at Bluffton, O., claim business is not up to normal but they are going ahead
just like they had to put the chains up every night. You can’t whip chaps like these
no way you can fix it.

— —The Herald Fills a Want None Others Can Do

The Cla-Zel theatre at Bowling Green, operated by Mr. Clark M. Young, is some-
what of a surprise, in that one would not expect to find so fine a theatre in a town
of that size. If the Cla-Zel doesn't succeed then there must be something wrong with
Bowling Green and not with Mr. Young and the Cla-Zel, for this theatre is showing the
best product made.

The Herald Fills a Want None Others Can Do

F. J. Saylor of the Star at Fremont, Ind., John C. Rundell of the Colonial at
Montpelier, Guerin Brothers of the Grand at Paulding, H. W. Starret of the Opera
House at Ottawa, and other theatres, C. A. Young of the Palace at Perrysburg, Otto
J. Morry of the Lyric, at Tiffin, Leo J. Burkhart of the Hippodrome and Grand at
Crestline, Peter Rittig of the Mystic of Gabon, and W. B. Hitchcock of the Star at
Upper Sandusky, 0., are “among those present” when it comes to being real fellows
who know their onions in the show business. Probably a lot of this is due to the
fact that they are constant readers of the HERALD. Who knows? Maybe that’s the
solution to a lot of questions.

The Herald Fills a Want None Others Can Do

Got a letter from Crocket Brown of Brown’s Grand at Nashwauk, Minn. Crocket,
you know, is the fellow who has that Bullfoundland pup. Crocket is somewhat put
out about something. He says M-G-M wanted $400 per day for “The Big Parade” at
his house and then started to build a special plane to carry their lion across
the continent for front page publicity. He challenges any person to a debate on
Soldiers Field at Chicago on the subject, “Resolved that producers are long on
money and short on judgment,” and he nominates Frank O’Hara, Phil Rand and the
HERALD man as judges. No use to hold that discussion, Crocket, Frank and Phil
will award you the decision right now.

The Herald Fills a Want None Others Can Do

See by the current issue of the HERALD that the “Trade Practice Convention”
was long on resolutions but short on results. Hope it doesn’t snow before Christmas.

J. C. JENKINS,

The HERALD Man.

October 13. A good comedy that pleased me, but
did not seem to please my patrons. — Harvey Webb,
Harmonie theatre. New Harmony, Ind. — General
patronage.

NEVADA: Gary Cooper — September 30-October
1. Very good. Gary Cooper much better in this
than in “Arizona Bound.” Six reels. — J. C.
Kennedy, Empress theatre, Akron, la. — General
patronage.

BEHIND THE FRONT: Beery-Hatton— A very
old picture, but it pleased 100 per cent, so
have no kick coming. — S. R. Cook, Althea, thea-
tre, Dunseith, N. D. — General patronage.

HOLD THAT LION: Douglas MacLean — A
good farce comedy that pleased. Good crowd.
Book it. — S. R. Cook, Althea theatre, Dunseith,
N. D. — General patronage.

LOVE ’EM AND LEAVE ’EM: Evelyn Brent

— October 18-19. Bought this baby about a year
ago on the strength of their blah that Esther
Ralston was to be in it. So far as I could see
she wasn’t even on the lot when it was made.
However, it is a pretty good program picture and
it has an extra good ending, which helps any pic-
ture. Anything but those tongue-biting endings.
Seven reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

THE BLIND GODDESS: Louise Dresser —
September 15. One of the finest pictures we have
ever shown. Drew a good crowd and pleased.

- — F. W. Carroll, Liberty theatre, Chapman, Kan.
— Small town patronage.

DESERT GOLD: Shirley Mason — September 1.
A fine picture. — F. W. Carroll, Liberty theatre,
Chapman, Kan. — Small town patronage.

Pathe-PDC

THE COUNTRY DOCTOR: Rudolph Schild-
kraut — 75%. October 16-17. This is a splendid
picture (yes, it is a special) and satisfied 100 per
cent in our town. The star, great ; the cast, good.
When the preacher’s comment is favorable on a
picture from the pulpit after seeing the picture
I say it’s good. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

THE COUNTRY DOCTOR: Rudolph Schild-
kraut — 50%. October 5-6. This picture is de-
serving of a lot of praise. The weather had
something to do with our houses, but am sure
that everyone was really pleased with this. I
invited every doctor in a radius of 40 miles by
written invitation. They seemed to think it was
excellent. — Dudley C. Scott, Royal theatre, Le-
Mars, la. — General patronage.

BAD MAN’S BLUFF: Buffalo Bill. Jr.— 60%.
October 8. This is a dandy Western picture and
will please the grown ups as well as the children.
This picture was sent in on just a few days
notice so we did fairly well on it for such a
short time to advertise it. Sunday, no : special,
no. Five reels. — G. E. Shilkett, Rex theatre,
Joplin, Mo. — General patronage.

JIM THE CONQUEROR: William Boyd— 45%.
This picture did a nice business for us and
pleased our patrons. A little different from the
usual Western. — J. H. MacDonald, Wiley theatre,
Wiley, Col. — Rural patronage.

THE NIGHT BRIDE: Special cast— 85%.

PDC turned out a bunch of lemons this season,
but here is a good picture. It pleased 100 per
cent. Step on this neighbors. Six reels. — S. G.
Fry, Palace theatre, Mt. Pleasant, Tex. — General
patronage.

MAN BAIT: Marie Prevost— 25%. October 20.
This is a good clean program picture. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

UP IN MABEL’S ROOM: Marie Prevost—
20%. Here is a real comedy and will keep
everybody laughing. I think that probably this
title kept some folks away but it shouldn’t for
the picture is clean as a whistle. — J. H. Mac-
Donald, Wiley theatre, Wiley, Colo. — Rural pat-
ronage.

THE OUTLAW EXPRESS: Leo Maloney—
October 15. Not Maloney’s best. Depicts the
early stage coach days in California. It is my
understanding that they have sunshine 400 day6
a year out there. If so, whyinell was it neces-
sary to show four reels of this picture in night
scenes with a continual downpour of rain ? Let’s
have more day scenes and clear photography and
scenery and not so many night scenes. Six reels.
— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

Tiffany

RED HEADS PREFERRED: Special cast—
Excellent picture with good cast players. Will
please. Six reels.— S. G. Fry, Palace theatre,
Mt. Pleasant, Tex. — General patronage.

United Artists

THE GENERAL: Buster Keaton— 30%. Octo-
ber 16-17. A good comedy with lots of funny
gags. I was afraid the Southern atmosphere
wouldn’t suit my people, but there was no com-
plaint.— Roy W. Adams, Pastime theatre, Mason,
Mich. — Small town patronage.

THE GENERAL: Buster Keaton— Fairly amus-
ing. You can always count on Keaton giving
you something different. Not the wow that
United Artists would have you think. Played
this one day at a two day price. Eight reels. — -
O. B. Junkins, Manzanita theatre, Carmel, Cal.
— General patronage.

November 5, 1927

EXHIBITORS HERALD

55

RESSURECTION: Rod La Rocque — 7%. Octo-
ber 7-8. Good picture that will not please the
average small town patron. Personally consider
it a wonderful production. Eleven reels. — E. F.
Ingram, Ingram’s theatre, Ashland, Ala. — Small
town patronage.

A NIGHT OF LOVE : Special cast — October
18-19-20. A pretty good program picture. Not
a special. Will go over if you don’t raise the
price. United Artists pictures are too high for
small towns. By the time the exhibitor pays
for the picture and his overhead there is noth-
ing left. Print good. Eight reels. — P. G. Held,
Strand theatre, Griswold, la. — General patronage.

THE FAIR LADY : Special cast — October 13.
Not much of a picture. Too old and draggy.
The kids didn’t know what it was all about and
they made too much noise for the older poeple
to get any benefit out of it, because they couldn’t
wait until the end was flashed on the screen. Nine
reels. — Andrew Rapp, Theatorium, Emlenton, Pa.
— General patronage.

THE LOVE OF SUNYA: Gloria Swanson —
Our box office had to let out its belt a couple
of notches when we played this. No, not from
receipts, I think it was ptomaine poisoning from
the lemon. This may be art and all that sort
of thing but it is too much for the average fan.
We had plenty of walkouts and adverse criticisms.
Don’t buy it. Seven reels. — O. B. Junkins, Man-
zanita theatre, Carmel, Cal. — General patronage.

THE WINNING OF BARBARA WORTH:

Special cast — Some complain because this didn’t
follow the story more closely. Their famous
flood 6cene was photographed in the dark of the
moon. The firemen sold tickets on this; neither
they nor I got fat from it. — Roy W. Adams,
Pastime theatre. Mason, Mich. — Small town
patronage.

THE LOVE LIGHT: Mary Pickford — July
20-21. Was given this at a fair rental and it
drew very well here and pleased. — F. W. Carroll,
Liberty theatre, Chapman, Kan. — Small town
patronage.

Universal

DOWN THE STRETCH: Marion Nixon— 60%.
October 18. Interesting race track picture and
has some good shots of the races. Seven reels.
— W. G. Wright, Colonial theatre, Troy, Mo.—
General patronage.

DOWN THE STRETCH: Special cast — 43%.
October 9-10. A different kind of racing story
that seemed to please. — Roy W. Adams, Pastime
theatre, Mason, Mich. — Small town patronage.

BEWARE OF WIDOWS: Laura La Plante—
50%. October 12. A good clean program picture.
Gave satisfaction. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

BEWARE OF WIDOWS: Laura La Plante—
A light farce that pleased fairly well. Not as
big as Universal claims it to be. Print good.
Six reels. — S. R. Cook, Althea theatre, Dunseith,
N. D. — General patronage.

THE MYSTERY CLUB: Edith Roberts — 30%.
October 4. This picture was terrible. The only
mystery we saw is why they ever made a picture
like this. It will be a mystery if you do any
business. Special, no ; Sunday, no. Seven reels.
— G. E. Shilkett, Rex theatre, Joplin, Mo. — Gen-
eral patronage.

THE BRONCO BUSTER: Special cast— 50%.
October 15. A very cheap Western. Set it out
if you have it. Five reels. — Carlos F. Hoolscher,
Indiana theatre, Washington, lnd. — General pat-
ronage.

HIDDEN LOOT: Jack Hoxie— 50%. October 1.

Good Western story with a bum actor. This
one will pass for a Saturday. Most of the
children like Hoxie. Sunday, no ; special, no.
Fire reels. — G. E. Shilkett, Rex theatre, Joplin,
Mo. — General patronage.

OUTSIDE THE LAW: Chaney-Dean— 30%.
October 15. Another re-issue that only ruins the
prestige of former friends or stars. This is en-
tirely too old to be showing in any house playing
new product. One of the old crook meller-
drammers. — Dudley C. Scott, Royal theatre, Le
Mars, la. — General patronage.

THE RUNAWAY EXPRESS: Special cast—
38%. October 18. Received many favorable com-
ments on this one. Some thriller. Six reels. —
Orlo M. Rolo, High School theatre. Sun City,
Kan. — Rural patronage.

THE ICE FLOOD: Special cast — 11%. A
glorious picture for those that like them wild
and rough. Six reels. — Orlo M. Rolo. High School
theatre, Sun City, Kan. — Rural patronage.

THE ICE FLOOD: Viola Dana — August 26-27.
A splendid Northern story. — F. W. Carroll,
Liberty theatre, Chapman, Kan. — Small town
patronage.

THE TEXAS STREAK: Hoot Gibson— 61%.
October 22. Gibson is the favorite Western star
in this community. We can usually count on a
full house. Seven reels. — Orlo M. Rolo, High
School theatre, Sun City, Kan. — Rural patronage.

THE TEXAS STREAK: Hoot Gibson— October
20-21. A good Hoot picture; good story and
beautiful scenery. Hoot can ride as good as ever,
even if he is getting fat and sassy. Seven reels.
— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

PERCH OF THE DEVIL: 40%. Good, but
would class as a good feature. — J. W. Cecho-
wicz, Regent theatre, Centerville, Mich. — General
patronage.

PERCH OF THE DEVIL: Mae Busch — Fair
picture that starts rather slow but ends up good.
The flood scenes are great. Print fair. Seven
reels. — S. R. Cook, Althea theatre, Dunseith, N. D.
— General patronage.

PERCH OF THE DEVIL: Special east—
October 7-8. Good clean entertainment. Print
good. Seven reels. — P. G. Held, Strand theatre,
Griswold, la. — General patronage.

HELD BY THE LAW: Special cast^l%.
October 2-3. Good melodrama that sustains the
interest to the last. — Roy W. Adams, Pastime
theatre, Mason, Mich. — Small town patronage.

HELD BY THE LAW : Special cast — October
16-17. A tense meller and a good picture but
with that cast, and they are good for their
parts. I couldn’t coax many in to see it even
on my two best nights. If you can get them in it
will please, if they like mellers. Seven reels. —
Wm. E. Tragsdorf, Trags theatre, Neillsville, Wis.
— Small town patronage.

THE CLAW : Special cast — 42%. October 4.
I didn’t see it, but I guess they liked it, no kicks
anyway. — Roy W. Adams, Pastime theatre. Mason,
Mich. — Small town patronage.

THE CLAW : Special cast — 32%. October 17.
Englieh-African story that pleased majority.
Seven reels. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

THE COHENS AND KELLYS: Special cast—
50%. Very good, of course. Eight reels. — Orlo
M. Rolo, High School theatre. Sun City, Kan. — -
Rural patronage.

THE COHENS AND KELLYS: Special cast—
38%. October 8. This was a dandy. I believe
it pleased all who saw it. Attendance below
normal but no fault of picture. This will satisfy
if you can just get them out. Eight reels. — Paul
B. Hoffman, Legion theatre, Holyrood, Kan. —
Small town patronage.

PROWLERS OF THE NIGHT: Fred Humes—
40%. Good where they like Westerns. Clean.
Five reels. — G. Carey, Strand theatre, Paris,
Ark. — General patronage.

HER BIG NIGHT: Laura La Plant(^40%.
Eight reels. — Orlo M. Rolo, High School theatre.
Sun City Kan. — Rural patronage.

HER BIG NIGHT: Laura La Plante — In this
picture Laura plays two parts and some of the
scenes are good. Give us more like this, Laura.
Print fair. Seven reels. — S. R. Cook, Althea
theatre, Dunseith, N. D. — General patronage.

BACK TO GOD’S COUNTRY: Renee Adoree—
44%. September 29-30. Bad weather and roads
prevented good attendance, but everyone who
saw it was well pleased. Seven reels. — ■
Clarence Lacey, Rialto theatre, Anita, la. — Gen-
eral patronage.

BACK TO GOD’S COUNTRY: Renee Adoree—
October 23-24. Good North picture, well acted,
plenty of action. Patrons pleased. That is what
we want. Sunday, yes. Ten and 35. Town,
1,000. Six reels. — J. F. Fair, Elite theatre,
Laurens, la. — General patronage.

Are You Looking for a New
Position?

A small ad in the HERALD will
help you in locating a position to
suit yourself. The cost is small;
the results repay triple the amount
invested. See classified page for
rates.

SENSATION SEEKERS: Billie Dov^-50%.
October 11. Here is a real good picture but failed
to draw very well on account of the star not
being well known. Miss Dove does some fine
acting and also has wonderful support in Huntly
Gorden. Sunday, no ; special, no. Seven reels. —
G. E. Shilkett, Rex theatre, Joplin, Mo. — General
patronage.

SENSATION SEEKERS: Special cast— Not a
bad picture after we cut out shadow scenes. If
your people are critical better look it over before
showing. — E. T. Dunlap, Dunlap theatre,
Hawarden, la.

PRISONERS OF THE STORM: House Peters
— 75%. Good, but this star’s work seems to be
all alike. — J. W. Ceckoqicz, Regent theatre, Cen-
terville, Mich. — General patronage.

PRISONERS OF THE STORM: House Peters
— 34%. October 8. Good. Six reels. — Orlo M.
Rolo, High School theatre. Sun City, Kan. — Rural
patronage.

RED HOT LEATHER: Jack Hoxie— 17%.
October 13-14. More views of the Universal
barnyard.— Roy W. Adams, Pastime theatre.
Mason, Mich. — Small town patronage.

FAST AND FURIOUS: Reginald Denny — 60%.
October 21-22. A very good percentage when you
consider that I was bucking a home talent musi-
cal comedy at the high school. It’s a lively
racing comedy with a plot that entails no strain
whatsoever on the mental faculties. — Roy W.
Adams, Pastime theatre. Mason, Mich. — Small
town patronage.

THE BUCKAROO KID: Hoot Gibson— 35%.
October 21-22. This is one of Hoot’s pleasing lit-
tle pictures. Everyone comes out smiling and
you are not afraid to look them in the face.
Not so much Wbstern, more on comedy type.
Six reels. — Horace Emmick, O. K. theatre. Lewis-
port, Ky. — Small town patronage.

THE FIGHTING THREE: Jack Hoxie — 21%.
October 15. Program Western of familiar type.
Seemed to please the Western fans. Five reels.—
A. G. Witwer, Grand theatre, Rainier, Ore. —
General patronage.

THE OLD SOAK: Jean Hersholt — 22%. Octo-
ber 11. Mr. Hersholt is truly an artist. This
was a most enjoyable production, even though
it did not make money for us. Eight reels. — ■
Orlo M. Rolo, High School theatre. Sun City,
Kan. — Rural patronage.

THE MIDNIGHT SUN: Special cast — 20%.
Heavy rain caused low percentage. Nine reels.
— Orlo M. Rolo, High School theatre, Sun City,
Kan. — Rural patronage.

SKINNER’S DRESS SUIT: Denny-La Plante
— 71%. October 15. A very good program pic-
ture that pleased the majority. Denny has made
some better than this but you won’t be dis-
appointed with this one. Seven reels. — Paul B.
Hoffman, Legion theatre, Holyrood, Kan. — Small
town patronage.

PAINTING THE TOWN: Special cast — Dandy
comedy. Good for any house. — E. T. Dunlap,
Dunlap theatre, Hawarden, la.

SPANGLES: Marian Nixon — August 12-13.

A very good circus story. — F. W. Carroll, Lib-
erty theatre, Chapman, Kan. — Small town pat-
ronage.

THE SILENT RIDER: Hoot Gibson — July
15-16. Hoot always pleases and we had a very
good crowd for this one. — F. W. Carroll, Liberty
theatre. Chapman, Kan. — Small town patronage.

BUTTERFLIES IN THE RAIN: Laura La
Plante — Good little picture but somehow Uni-
versal-Jewels do not click. They lack "it.”
Laura La Plante is a good little actress and
pleasing to look at. — J. W. Cechowicz, Regent
theatre, Centerville, Mich. — General patronage.

CALIFORNIA STRAIGHT AHEAD: Reginald
Denny — Here is a rip roaring picture that you
will remember. Denny always good. Print fair.
Eight reels. — S. R. Cook, Althea theatre, Dunseith,
N. D. — General patronage.

SET FREE: Art Acord — An absolutely original
plot here, gentlemen. The crooks find a gold
mine on the girl’s farm, so they plan to marry
her and get the mine, but Art Acord pretends to
be a crook and foils the villians, and then we
find out that he was a detective all the time and
wasn’t a crook at all — wouldn’t that slay you?
And you can’t guess who married the girl. —
Roy W. Adams, Pastime theatre, Mason, Mich. —
Small town patronage.

THE FLAMING FRONTIER: Hoot Gibson—
October 17. This picture pleased them all. This
is not the usual wild west show but contains

56

EXHIBITORS HERALD

November 5, 1927

6ome actual history. You won’t go wrong on
this one. Nine reels. — Harvey Webb. Harmonie
theatre. New Harmony, Ind. — General patronage.

Warner Bros.

THE MAN UPSTAIRS: Monte Blue— 60%.
October 2-3. Fair program picture with Monte
Blue holding the picture up, otherwise it would
have flopped. Monte Blue draws good here if
Warner Brothers would put him in some good
stories. Sunday, no ; special, no. Seven reels. —
G. E. Shilkett, Rex theatre, Joplin, Mo. — General
patronage.

WHILE LONDON SLEEPS: Rin-Tin-Tin— A
good small town, Saturday picture. Plenty of
action and hokum, fairly interesting story, writ-
ten around London’s Limehouse and Scotland
Yard. Rinty does his usual stuff. The kids will
scream with excitement. The ape man too grue-
some for some. Six reels. — O. B. Junkins, Manz-
anita theatre, Carmel, Cal. — General patronage.

State Rights

DEMPSEY-TUNNEY FIGHT— This fight, which
was at Chicago, caused a great deal of discussion
and consequently drew them in. It is a good
clear picture and the seventh round in slow mo-
tion. Three reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

Serials

RETURN OF THE RIDDLE RIDER: (Uni-
versal) William Desmond — This held up pretty
well. — Roy W. Adams, Pastime theatre. Mason,
Mich. — Small town patronage.

WHISPERING SMITH RIDES: (Universal)
Wallace MacDonald — This isn’t so bad on the
start. — Roy W. Adams, Pastime theatre. Mason,
Mich. — Small town patronage.

Short Features

EDUCATIONAL

KEYHOLE CRUISE: Entertaining scenic.

Pleased majority. One reel. — A. G. Witwer,
Grand theatre. Rainier, Ore.

LIVE COWARDS: A1 St. John— One of the
best fast-action Mermaids that we have ever
shown. One big howl during the entire second
reel. Lions, tigers, leopards, elephants, alligators
and the big black boy sure do have a time. Buy
it and give your blues a chase. Two reels. —
Ray W. Musselman, Princess theatre, Lincoln,
Kan. — General patronage.

NO CHEATING: Good comedy. Two reels. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

A PERFECT DAY : Estelle Bradley — This is
the best one reeler I have had in a long time.
Certainly good. One reel. — Andrew Rapp,
Theatorium, Emlenton, Pa. — General patronage.

SOLID GOLD: A mighty good Mermaid
comedy. Two reels.— Ray W. Musselman, Princess
theatre, Lincoln, Kan. — General patronage.

SQUIRREL FOOD: Cliff Bowes — Fair comedy.
As a rule Educational comedies are pretty good.
At least they are up to date — not made about
10 years ago. One reel. — Andrew Rapp, Thea-
torium, Emlenton, Pa. — General patronage.

F B O

CRY AND GET IT : No laughing matter.
Two reels. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

A KICK IN THE DARK: Just a comedy.
Two reels. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

MICKEY’S CIRCUS: Special cast— Mickey

“Himself” is there. This is a real good comedy.
The first of the series we have had. Two reels.
— A. G. Witwer, Grand theatre. Rainier, Ore.

MICKEY McGUIRE : Mickey McGuire— F B O’s
new comedies are hitting the mark. These Mc-
Guire comedies are knockouts. — S. G. Fry, Palace
theatre, Mt. Pleasant, Tex. — General patronage.

OILY BOYD: Another one played. Two reels.
— Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

FOX

FOX NEWS, VARIETIES AND COMEDIES:

Having used Fox shorts 100 per cent the past
four years, we have found very few comedies that
weren’t good. News reel with a drawing power
within itself. With the Varieties 100 per cent
entertaining and educational. — S. G. Fry, Palace
theatre, Mt. Pleasant, Tex. — General patronage.

NOT TO BE TRUSTED: Helen and Warren-
Pretty good comedy. Two reels. — Ray W. Mussel-

Eugene Wilson, of Texas,
“Youngest Exhibitor,”
Started at 17

EUGENE WILSON, manager of the
Lyric theatre at Jefferson, Tex., makes
his claim for being one of the youngest
exhibitors in the
country. He was
horn in Nashville,

Ark., May 7, 1909,
but for the last
nine years has
lived in Jefferson.

Although forced
to give up his
school work when
sixteen, on account
of ill health, he
worked hard as
operator for the
Lyric, and after 10
months in that ca-
pacity was made
manager April 18,

1927, when he was in his seventeenth year.
He is now in complete charge.

man. Princess theatre, Lincoln, Kan. — General
patronage.

WHY BLONDES LEAVE HOME: A good
funny comedy. — Bert Silver, Silver Family thea-
tre, Greenville, Mich. — General patronage.

WOLF IN CHEAP CLOTHING: This is an
extra good comedy. Two reels. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

PARAMOUNT

THE ELEGY : The greatest two reel production
that I have ever seen. Accompanied by proper
music is better than many 10 reel specials. Two
reels. — Clarence Lacey, Rialto theatre, Anita, la.
— General patronage.

PARAMOUNT COMEDIES: As good as any
on the market. Rental fair and they please.
Two reels. — Clarence Lacey. Rialto theatre, Anita,
la. — General patronage.

PARAMOUNT NEWS: Cannot be beat.

Strengthens my program wonderfully. One reel.
— W. G. Wright, Colonial theatre, Troy, Mo. — -
General patronage.

PARAMOUNT NEWS: Good. Am getting
service, and the interesting news is there. One
reel. — Clarence Lacey, Rialto theatre, Anita, la.
— General patronage.

ROW, SAILOR, ROW: Billy Dooley— This is
another good one. Third one for me from Para-
mount. Going better. Two reels. — Horace Em-
mick, O. K. theatre, Lewisport, Ky. — Small town
patronage.

A SHORT TAIL: The nearest to nothing I

Pioneer Theatreman
Uses Own Power Plant

(Special to the Herald)

LAWRENCE , KAN Nov. 1.—
Back in 1903 when C. M. Pattee,
now manager and owner of the
Pattee theatre, Lawrence, Kas.,
opened what is believed to be the
first motion picture theatre in
America in Jersey City, N. J., he
had his own power plant. In each
theatre he has owned since that
time there has been a power plant.
The other night the city power
was cut off and the city of Law-
rence was temporarily without
lights. But the Pattee theatre was
illuminated, as usual, and no delay
was necessary in the nightly pro-
gram. In 1903 the only place in
Jersey City which had electric
lights was the old El dr id ge House,
according to Pattee, and he was
obliged to import his own power.

ever saw on the screen. Two reels. — G. E.
Wendel, Opera House, Smithland, la. — General
patronage.

NO PUBLICITY : Edward Horton — Simple

Horton looks natural in his part and made a fine
lady. It got the laughs. Two reels. — Mrs. Rich-
ard A. Preuss, Arvada theatre, Arvada, Col. — -
Small town patronage.

PATHE

BABY BROTHER: Our Gang — A great com-
edy. These kids are actors. Two reels. — Bert
Silver, Silver Family theatre, Greenville, Mich. — -
General patronage.

BE YOUR AGE: Good funny comedy. Two
reels. — Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

STAY IN YOUR OWN BACK YARD: Our
Gang — Something unusual for us. A good Our
Gang comedy. Two reels. — Orlo M. Rolo, High
School theatre. Sun City, Kan. — Rural patronage.

UNIVERSAL

BUSTER BROWN SERIES: Buster and Tige
— Very good. Pleased entire audience. Two reels.
— Clarence Lacey, Rialto theatre, Anita, la. —
General patronage.

BUSTER’S FRAMEUP: Arthur Trimble-

Very good comedy. Kept them laughing. Two
reels. — A. G. Witwer, Grand theatre, Rainier,
Ore.

THE COLLEGIANS: “Crimson Color.” On
our second series. They are great two reel en-
tertainment. Nothing better. Two reels. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

DOCTOR’S PREFER BLONDES: Neely Ed-
wards— Fair short comedy. One reel. — A. G. Wit-
wer, Grand theatre. Rainier, Ore.

DO OR DIET: Charles Puffy — Fair short
comedy. Two reels. — A. G. Witwer, Grand thea-
tre, Rainier, Ore.

GUN JUSTICE: Fred Gilman — Short Ranger
story okey for filler. Two reels. — A. G. Witwer,
Grand theatre, Rainier, Ore.

JANE’S INHERITANCE: Sterns production —
It kept the crowd in an hilarious condition and
I suppose that that is all that is necessary. Two
reels. — Orlo M. Rolo, High School theatre. Sun
City, Kan. — Rural patronage.

MIKE AND IKE: Many favorable comments
and they have new gags with no repitition. Two
reels. — Clarence Lacey, Rialto theatre, Anita, la.
— General patronage.

OH BABY: Madge Kennedy — July 29-30. A
very good comedy. — f. W. Carroll, Liberty thea-
tre, Chapman, Kan. — Small town patronage.

OH TAXI: Good comedy. Two reels. — A. G.
Witwer, Grand theatre. Rainier, Ore.

PLUMED RIDER: Fred Gilman — Short Texas
Ranger story okey for filler. Two reels. — A. G.
Witwer, Grand thaetre, Rainier, Ore.

THE PRIZE WINNER: Buster Brown — Fair.
Buster Brown draws nicely. Two reels. — Orlo M.
Rolo, High School theatre. Sun City, Kan. — Rural
patronage.

REST CURE: Tuttle comedy Western. Did
not please. Some walked out on it. The first of
this series was good but the last two have been
poor. Two reels. — A. G. Witwer, Grand theatre,
Rainier, Ore.

SNOOKUMS ASLEEP: Sunny McKeen — Good
kid comedy. Two reels. — A. G. Witwer, Grand
theatre, Rainier, Ore.

TWIN SISTERS: Wanda Wiley — Wanda takes
two parts in this and it makes it fair. Print
fair. Two reels. — S. R. Cook, Althea theatre,
Dunseith, N. D. — General patronage.

TOO MUCH SLEEP: Arthur Lake — Fair com-
edy, that’s all. One reel. — S. R. Cook, Althea
theatre, Dunseith, N. D. — General patronage.

THE PARTY MAN : Charles Puffy — Puffy Is
always good, but in this comedy Lydia Yeaman
Titus i6 nearly the whole works. It is a
hilarious comedy with Lydia at her hilariest. She
is not pretty, not young but she is funny. Have
never seen her in a comedy that didn’t 6parkle,
with her doing the sparkling. One reel. — Peter
Bylsma, Victory theatre, Napoleonville, La. — -
Small town patronage.

MISCELLANEOUS

COMEDIES: We have used a number of two
reel comedies from the Home State Film Com-
pany at Dallas, for the past several months and
find these as good as any and better than many.
— S. G. Fry, Palace theatre, Mt. Plesant, Tex. —
Genaral patronage.

A. E. Wilson

November 5, 1927

EXHIBITORS HERALD

57

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Rookies (M-G-M) 81.58%

No Man's Cold (Fox) 79.72%

Keeper of the Bees (F B O) 77.28%

The Iron Horse (Fox) 76. 83%

Irene (F. N.) 76.75%

The Mysterious Rider (Par.) 76.31%

Laddie (FBO) 75.63%

The Cohens and Kellys (LI) 75.16%

The Gorilla Hunt (FBO). 75.07%

The Vanishing American (Par) 73.95%

Tell it to the Marines (M-G-M) 73.22%

Arizona Sweepstakes (U) 73.07%

The Great K. and A. Train Robbery ( Fox) ..73.07%

It (Par) 73.00%

The Last Trail (Fox) 72.76%

Tillie the Toiler (M-G-M) 72.76%

The Calgary Stampede (LI) 72.54%

Chip of the Flying U (U) 72.17%

The Winning of Barbara Worth (LI. A.) — 71.65%

The Magic Garden (FBO) 71.52%

Don Mike (FBO) 71.17%

Land Beyond the Law (F. N.) 71.00%

Hills of Kentucky (W. B.) 70.90%

Johnny Get Your Hair Cut (M-G-M) 70.75%

Slide, Kelly, Slide (M-G-M) 70.75%

The Volga Boatman (PDC) 70.68%

Casey at the Bat (Par) 69.50%

The Bat (U. A.) 69.47%

The Sea Beast (W. B.) 69.30%

The Tough Guy (FBO) 69.18%

Mr. Wu (M-G-M) 68.93%

Tarzan and the Golden Lion (FBO) 68.91%

The Gentle Cyclone (U) 68.81%

Ella Cinders (F. N.) 68.46%

The Son of the Sheik (U. A.) 68.09%

The Man on the Box (W. B.) 67.70%

The Scarlet West (F. N.) 67.40%

The Quarterback (Par) 67.22%

Man of the Forest (Par) 67.17%

Three Bad Men (Fox) 67.00%

The Campus Flirt (Par) 66.84%

The Last Frontier (PDC) 66.78%

Senor Daredevil (F. N.) 66.68%

Flesh and the Devil (M-G-M) 66.50%

The Four Horsemen (M-G-M) 66.50%

The Phantom Bullet (U) 66.23%

The Fire Brigade (M-G-M) 66.13%

The Devil Horse (P) 66.06%

The Black Pirate (U. A.) 66.04%

Tin Hats (M-G-M) 65.92%

The Unknown Cavalier (F. N.) 65.80%

The Kid Brother (Par) 65.28%

Let’s Get Married (Par) 65.00%

Desert Gold (Par) 64.81%

We’re in the Navy Now (Par) 64.67%

Sea Horses (Par) 64.63%

His Secretary (M-G-M) 64.50%

The Night Cry (W. B.) 64.33%

While London Sleeps (W. B.) 64.30%

Across the Pacific (W. B.) 64.07%

The Scarlet Letter (M-G-M) 64.06%

For Heaven’s Sake (Par) 64.00%

The Overland Stage (F. N.) 63.85%

Corporal Kate (PDC) 63.83%

Up in Mabel’s Room (PDC) 63.81%

Canyon of Light (Fox) 63.43%

Skinner’s Dress Suit (LI) 63.42%

Hands Across the Border (FBO) 63.40%

The Man in the Saddle (U) 62.85%

Little Annie Rooney (U. A.) 62.83%

War Paint (M-G-M) 62.77%

Lone Hand Saunders (FBO) 62.71%

A Regular Scout (FBO) 62.57%

That’s My Baby (Par) 62.42%

Orchids and Ermine (F. N.) 62.28%

Brown of Harvard (M-G-M) 61.96%

Tony Runs Wild (Fox) 61.75%

Clash of the Wolves (W. B.) 61.64%

Heaven on Earth (M-G-M) 61.63%

The Denver Dude (U) 61.61%

The Two Gun Man (FBO) 61.17%

The Masquerade Bandit (FBO) 61.00%

The Understanding Heart (M-G-M) 60.56%

Sweet Daddies (F. N.) 60.55%

Behind the Front (Par) 60.35%

Tramp, Tramp, Tramp (F. N.) 60.06%

Twinkletoes (F. N.) 59.57%

The Waning Sex (M-G-M) 59.51%

The Buckaroo Kid (U) 59.50%

The Teaser (U) 59.50%

His People (U) 59.46%

The Flaming Forest (M-G-M) 59.32%

The Silent Rider (U) 59.00%

Linder Western Skies (U) 58.83%

The Flaming Frontier (U) 58.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (M-G-M) 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

The Cowboy Cop (FBO) 57.72%

Desert Valley (Fox) 57.72%

Paradise (F. N.)-.- 57.50%

The Dark Angel (F. N.) 57.14%

Rolling Home (U) 57.05%

Winners of the Wilderness (M-G-M) .57.05%

Private Izzy Murphy (W. B.) 57.00%

The Eagle (U. A.) 56.90%

Stella Dallas (U. A.) 56.90%

The Flying Horseman (Fox) 56.85%

The Wilderness Woman (F. N.) 56.84%

The Temptress (M-G-M) 56.73%

Old Clothes (M-G-M) 56.69%

Upstage (M-G-M) 56.62%

Kid Boots (Par) 56.48%

Mike (M-G-M) 56.45%

Sally of the Sawdust (U. A.) 56.45%

Men of Steel (F. N.) 56.25%

It Must Be Love (F. N.) 56.16%

The Red Mill (M-G-M) 56.15%

Breed of the Sea (FBO) - 56.06%

Wild Justice (U. A.) 55.86%

The Rainmaker (Par) 55.72%

Forever After (F. N.) 55.68%

Forlorn River (Par) 55.57%

The Johnstown Flood (Fox) 55.08%

Mantrap (Par) 55.00%

The Unknown Soldier (PDC) 55.00%

Let It Rain (Par) 54.77%

Knockout Riley (Par) 54.76%

Born to the West (Par) 54.71%

Poker Faces (U) 54.50%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows ( W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

The Barrier (M-G-M) 53.70%

What Happened to Jones (U) 53.62%

Her Father Said No (FBO) 53.50%

The Family Upstairs (Fox) 53.36%

Stepping Along (F. N.) 53.00%

Stranded in Paris (Par) 52.95%

Variety (Par) 52.91%

Sweet Rosie O'Grady (Col) 52.72 %

Miss Nobody (F. N.) 52.66%

The Return of Peter Grimm (Fox) 52.66%

Subway Sadie (F. N.) 52.63%

The Palm Beach Girl (Par) 52.42%

Kosher Kitty Kelly (FBO) 51.95%

Prisoners of the Storm (U) 51.72%

The Prince of Pilsen (PDC) 51.60%

The Midnight Sun (U) 51.47%

The Strong Man (F. N.) 51.46%

The Greater Glory (F. N.) 51.36%

The Blue Eagle (Fox) 51.26%

Say It Again (Par) 51.15%

Aloma of the South Seas (Par) 51.10%

Altars of Desire (M-G-M) 51.09%

Tin Gods (Par) 51.08%

Tumbleweeds (U. A.) 51.07%

Spangles (U) 51.00%

Sparrows (U. A.) 50.95%

Bred in Old Kentucky (FBO) 50.90%

Pals in Paradise (PDC) 50.72%

Outside the Law (U) 50.60%

The Arizona Streak (FBO) 50.53%

The Ice Flood (U) 50.50%

Her Big Night (U) 50.47%

The Still Alarm (U) 50.38%

The Wanderer (Par) 50.36%

Whispering Wires (Fox) 50.33%

Hogan's Alley (W. B.) 50.25%

Mare Nostrum (M-G-M) 50.22%

Eagle of the Sea (Par) 50.04%

You Never Know Women (Par) 50.03%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

The Million Dollar Handicap (PDC) 49.82%

The Show Off (Par) 49.73%

One Minute to Play (FBO) 49.66%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

So’s Your Old Man (Par) 49.05%

The Adorable Deceiver (FBO) --.48.63%

Faust (M-G-M) 48.60%

The Runaway Express (U) 48.52%

Whispering Smith (PDC) 48.45%

Battling Butler (M-G-M) 48.16%

Her Honor the Governor (FBO) - 48.11%

Syncopating Sue (F. N.) 48.09%

The New Commandment (F. N.) 48.08%

Paradise for Two (Par) 47.94%

Desert's Toll (M-G-M) 47.33%

Love ’Em and Leave ’Em (Par) 47.21%l

Hair Trigger Baxter (FBO) 47.18%]

The Waltz Dream (M-G-M) 47.15%!

Dancing Mothers (Par) 46.90%'

Wet Paint (Par) 46.81%

There You Are (M-G-M) 46.77%

Mismates (F. N.) 46.20%,

Out of the West (FBO) 46.09%'

Take It From Me (U) 45.86%!

The Potters (Par) 45.80%'

Hold That Lion (Par) 45.43%

The Border Sheriff (U) 45.00%,

Just Another Blonde (F. N.) 44.36%.'

The Marriage Clause (U) 44.35%'

Wedding Bills (Par) 43.90%

Wedding Bells (Par) 43.90%

The Blind Goddess (Par)... .43.88%]

The Duchess of Buffalo (F. N.) 43.75%]

Blonde or Brunette (Par) 43.50%'

A Little Journey (M-G-M) 43.46%]

The New Klondike (Par) 43.27%.

Blarney (M-G-M) 43.23%]

Fine Manners (Par) 43.14%!

Partners Again (U. A.) 42.87%'

Ladies at Play (F. N.) 42.75%

Bardelys the Magnificent (M-G-M) 42.73%’

The Mystery Club (U) 42.40%

La Boheme (M-G-M) 41.95%!

Fig Leaves (Fox) 41.90%'

Midnight Lovers (F. N.) 41.85%!

The Love Thief (U) 41.72%l

The Canadian (Par) 41.63%:

The Wise Guy (F. N.) 41.53%

Special Delivery (Par) 41.40%!

Everybody’s Acting (Par) 41.06%]

The Old Soak (U) 41.06%'

Fascinating Youth (Par) 40.89%;

Kiki (F. N.) 40.70%!

Held by the Law (U) 40.00%

Miss Brewster’s Millions (Par) 39.73%

Bigger Than Barnums (FBO) 39.53%!

The Ace of Cads (Par) 38.66%]

Perch of the Devil (U) 37.85%'

Nell Gwyn (Par) 37.54%*

Into Her Kingdom (F. N.) 36.33%!

The Amateur Gentleman (F. N.) 35.50%l

The Great Gatsby (Par) 35.33%'

Steel Preferred (P D C) 34.70%!

The Magician (M-G-M) 34.42%]

You’d Be Surprised (Par) 34.23%’

Exit Smiling (M-G-M) 33.50%!

Don Juan’s Three Nights (F. N.) 30.80%]

Pals First (F. N.) 28.66%

58

EXHIBITORS HERALD

November 5, 1927

CHICAGO PERSONALITIES

^ By W. W. ■=

WORK is progressing at a fast rate on the construction of the $750,-
000 motion picture theatre at Gary being built by the Grand
Amusement Co. Mayor Floyd E. Williams recently broke ground
for the theatre on the site at 5th and Tyler streets. The theatre, plans
for which were drawn by R. Levine and Whitney of Chicago, will have
a seating capacity of 1500 seats.

A meeting was held Tuesday evening
by a number of exhibitors and film men
to set a date for the social get-together
banquet which is being sponsored by the
Chicago Exhibitors Association, the chief
purpose of which is have reports made
of the recent and much talked of Trade
Practice conference. The meeting is to
be held the first part of the month.

* * *

The national convention of Paramount
district and branch managers was held
at the Drake hotel last Saturday and
Sunday. Among the many Paramount
men who attended were Adolph Zukor,
Jesse L. Lasky, Sidney R. Kent, Walter
Wanger, Charles E. McCarthy, Russell
Holman, James Clark, Mike Lewis,
Joseph Seidelman, John Clark, Leon J.
Bamberger, John Hammell, Emanuel
Cohen, Stanley Waite, G. B. J. Frawley,
A. O. Dillenbeck, Harold Hurley, Ed
Corcoran, Doc Stern and George J.
Schaefer. * * *

Last week was moving time at the
Pathe News offices, and moving was all
completed by the first of the month.
The Pathe organization is now all under
one roof at 1021 S. Wabash, with the
exception of the offices of Fred Aiken,
Dan Roche and C. E. Maberry, which

have been moved to the fourth floor of
the building at 845 S. Wabash.

* * *

Pat Campbell, Pathe sales manager of
Western features, was in town last week.
* * *

Franc Ishmael is sporting a brand new
eight-in-line Auburn and Briketto has
been enjoying the scenery from the back
seat. Ishmael says Briketto is one of the
best back seat drivers he has ever seen.
* * *

The Roy Alexander Month at Uni-
versal is getting under way with a strong
stride. All the boys are working their
heads off to make this the greatest Alex-
ander Month in history.

* * *

Bess Sosan, one of the girls at the Fox
exchange, broke in the movies last week
with the aid of a Chicago policeman.
The cop, who was the tallest member of
the police force, resigned his post on
Wacker Drive, and the Fox News cam-
eraman shot a picture of the cop and
Bess together. Bess, being a small and
sweet young lady, served admirably to
emphasize the towering strength of the
policeman.

PETER KAN EL LOT
presents

FRANK MERRILL
"UNKNOWN DANGER/'

PRANK MERRILL
PRODUCTION

'Written and directed by
CtROVER JONE\f

For Illinois

G REIVER PRODUCTIONS

83 I SOUTH WABASH AVE.,
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.

OF INDIANA

218 Wimmer Bldg., Indianapolis

Clyde Eckhardt reports that two new
projection machines have just been in-
stalled in the Fox projection room.
“Good pictures should be shown with
good projectors,” says Clyde.

Ludwig Berger, German director for
Fox, passed through Chicago Saturday
on his way to the West Coast, and R. S.
Dawes, general sales manager for Fox
in England, was in the Fox exchange
last week.

* * *

Carl Lesserman returned last Satur-
day from a week’s visit to New York.

* * *

At least a certain amount of courtesy
is a vital necessity in any sales organ-
ization, yet there are several exchanges
down the row that have at their switch-
boards girls who seem to have forgot-
ten the meaning of courtesy. I shud-
der to think of the impression a strange
exhibitor would get upon entering these
exchanges.

* * *

The name of Verne Buck, popular or-
chestra leader at the Sheridan theatre, is
shortly to be effectively publicized. A
tieup has been made with 108 Allied
drug stores in Chicago whereby the
stores will serve a Verne Buck Soda,
and thousands of heralds carrying Buck’s
picture will be distributed.

* * *

The romance of motion pictures has
been getting in some good work at the
Universal exchange lately, and Kid Cupid
hit the bull’s eye twice in two successive
weeks there. Just recently Max Bier, a
Universal shipping clerk, took unto him-
self a wife and his brother Morris fol-
lowed suit this week. Who says there’s
no romance in the fillum business!

* * *

Fortunate fellows on film row last
week saw little A1 Peritz, M-G-M coun-
try salesman, doing a “big parade” down
Wabash all dressed up in a new suit.
Al’s new raiment ought to knock his
exhibs for a row of empty film cans.

* * *

When I walked in the Educational of-
fice last week, I thought for a moment
that a pulmotor would be needed to
revive Dave Dubin. Dave says it has
been so long since a Herald man has
been in to see him, he thought the paper
had gone out of business. We’ve been
in each week, but Dave is always out
on some urgent business. When he fully
recovered from the shock of seeing us,
he tipped us off to a good piece of news.
Balaban & Katz, Midwest and Great
States have just signed a contract for
the entire product of Educational for
1927-28. The deal calls for showing in
more than 100 theatres.

“Dutch” Dressendorfer, Educational
branch manager, was in town last week
on business of some official nature.

* * *

Col. Lindbergh is supposed to be a
speedy boy, but he is a slow mover com-
pared to the speed with which a rumor
and rumors of rumors flit about the row.
* * *

Announcement was made last week of
the formation of a publicity department
for the theatres of the National The-
atres Corp. The department will be un-
der the direction of Harold E. Murphy.
* * *

After a week of strenuous exercise and
stomach-teasing dieting, Len Ullrich has
succeeded in reducing one whole pound.
Len has it figured out that at this rate
he will be as slim as a toe dancer by
the time he reaches the century mark.
Can’t some other film man join Len in
his dieting and lend him a little encour-
agement and support?

The First Requisite

The first requisite of a good
performance is consistently high
screen quality in the pictures
you show.

Specify Eastman film for all of
your prints and look for the
words “Eastman Kodak” in the
margin of each reel. Then you
can be sure that you are getting
the finest photographic quality
obtainable in motion pictures.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

s

1

c^l/r others take their children
L/ y to the movies not so much
as an Escort to Happiness as a Safe-
guard in case Something Should
Happen.

Mothers have learned that in
event of a panic from fire their chil-
dren are as blindly helpless as are
cattle in a stampede.

Remove that fear and watch
your matinees grow.

The way to remove that fear
is to equip your projection machines
with SENTRY SAFETY CON-
TROL. Cancels absolutely all haz-
ard of fire, makes impossible all
dread consequences . . . Costs only
a few cents a day.

H'l1 FLY

CORPORATION

1 3th and Cherry Sts., PHILADELPHIA 1 560 Broadway, NEW Y ORK
And All Branches of

NATIONAL THEATRE SUPPLY COMPANY

||iiiiiiiiiiiiiiiiiiiiminiiiiiiiiiiiiiimiiii/j(j

JACK MULHALL, one of First National’s
most reliable box office names, is working in
"Ladies Night in a Turkish Bath” which Eddie
Cline directs.

GEORGE SIDNEY is the kind of comedian
that First National and this glorious republic
could not be without. He is an air pilot in “Aces
High.”

1

r "S

\

1

I

7

_JJ

2

|)L. XXXI, No 8

November 5, 1927

EDDIE CLINE

Directed

DOUGLAS MacLEAN

in

“LET IT RAIN”

“SOFT CUSHIONS”

FOR PARAMOUNT

Now Making

“LADIES NIGHT”

(IN A TURKISH BATH)

with

DOROTHY MACKAILL

and

JACK MULHALL

AN EDWARD SMALL PRODUCTION
FOR FIRST NATIONAL

Big Specials Now in Preparation

A monthly supplement of Exhibitors Herald devoted to production.

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

CHICAGO

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Harrison 9248. Cable Address:
Quigpubco.

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George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

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bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray
Douglas Hodges,

Editors, The Studio

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

There is no more important phase
of motion pictures than the studio.
Upon its problems, activities and
personnel depends in a big measure
the success of other branches of the
business.

In The Studio, the Herald offers a
medium devoted exclusively to this
vital element of the motion picture.
Its contents deal exhaustively on all
studio matters.

SUBSCRIPTION RATES

United States and possessions —

$3 per year.

Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising, rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

'T' HE Studio Preview: Able cast in “Polly of the Movies;”

Capable direction in “The Red Riders of Canada;” Another good
one from United Artists; A sidelight on “Good Time Charley.”

/CHARLES J. CARLOTT1 sees elimination of waste in new stu-
^ ' dio design; Claims multi-stage patents will decrease the num-
bers of rehearsals and takes as well as effect other savings.

rT^WO Martin J. Quigley editorials: “Selling The Exhibitor” and
“Own Your Own Company” — Warner Brothers plant on West
Coast will be closed eight weeks; Effective Dec. 15.

XT' OUR million dollar expenditure is planned by the “Big Four;”
-*• Metro-Gold wy 11-May er will make epic of the Mississippi flood;
Colleen Moore’s next will be, “Lilac Time.”

PIVE companies, including Harold Lloyd,
Leo Maloney, Fred McConnell, Caddo
and Action, will occupy Metropolitan stu-
dio several months “On a Lot of the

Lots,” by Hodges.

TAO pictures cost too much? An anal-
ysis by Leo Meehan 20,000 square

feet of stage space is added to the Edu-
cational studio; Extensive alterations made
in the arrangement of the grounds.

P^XHIBITOR reports reveal the directors
of film successes; Wood, Seiler, Pol-
lard, Green and Meehan are first five on
box office list New processing device in-

vented by Frank Garbutt.

J NTERESTING developments in cinema-
tography are seen by John W. Boyle,

vice president of the A. S. C. The box

office speaks for Green, who would like to
have made "Way of All Flesh.”

Studio News Is Presented Briefly
for Use in Theatre House Organs

4

STUDIO SECTION OF

Published Every Four Weeks by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St, CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications, in addition to The Studio, pub-
lished as supplements to Exhibitors Herald: Better Theatres, every
fourth week, and The Box Office Record & Eguipment Index, semi-annual.

Vol. XXXI November 5, 1927 No. 8

“Selling” the Exhibitor

THE idea is prevalent in Hollywood that to be repre-
sented on the program of a producer who operates a
great circuit of theatres insures a player’s success.

It is true that the desirable and immediate circulation
which such a producer is able to obtain for his pictures
is an advantage to the players appearing in them, but this
advantage falls far short of insuring success or anything
like it.

Bookings alone do not make for popularity. Of course,
wide airculation of pictures means publicity but if the
interest of the public is not pleasingly awakened wide
circulation can as quickly make for a failure as it can for
a success.

Producers who operate large chains of theatres natural-
ly point out this theoretical advantage in dealing with
players. The practical situation, however, is that as far
as the player is concerned there is no difference whatso-
ever whether a picture is booked into a theatre by the
New York office or whether the exhibitor deliberately
goes out and arranges for the purchase of the picture,
except in the latter case a lively interest of the exhibitor
in the subject may be assumed; whereas in the case of the
manager of a circuit house he may or may not think well
of the attraction which he must exhibit.

The obvious truth of the situation is that the player
faces practically an identical problem, whether his pic-
tures go out first to a chain of theatres or whether they
must be hooked by individual theatre owners. And the
problem is to awaken the interest of the theatre manager
so that he will present the attraction, its highlights and
the people in it in such a manner as to incline favorably
to the public.

It is well-known in the trade that executives of the
large circuits face a difficult problem in the matter of
awakening proper interest among their managers in the
product that is offered to them for exhibition. One of the
leading circuit executives once stated to representatives of
the production department of his company that their pic-
tures were regarded with greater suspicion than were the
pictures of competing companies. There should he no
good reason for this because pictures of this company

November 5, 1927

measure well up to the best standards. But it illustrates
pointedly the problem to be solved.

Circuit bookings do not mean acceptance of the prod-
uct by the individual managers — not even to the degree
that is indicated in the situation where an independent
theatre owner deliberately purchases a block of pictures.

Booking a theatre does not necessarily mean “ selling ”
a theatre manager in the popular meaning of the term
and this, for all practical purposes, applies identically in
both the case of the circuit manager and the case of the
independent theatre owner.

And — it should be well understood by this time — it is
absolutely essential that the theatreman be “sold.” He
must be sold on the picture itself and on its chief ele-
ments. A producer may give a player a part but in the
general run of cases it is only the theatre manager who
can give the player popularity. There are occasional
meteoric personalities who will flash quickly into popu-
larity but the vast majority of screen personalities are
vitally assisted into fame and fortune by the attitude of
the theatre manager. And this attitude must be reckoned
with equally, whether the manager is a circuit employe
or an individual operator.

Emphasis, therefore, is very definitely placed upon the
necessity in all cases for players to so order their affairs
that they will be taking advantage of every possible op-
portunity to make themselves and their work well and

favorably known to the exhibitor.

* * *

Own Your Own Company

ALTHOUGH there has long been plenty of evidence
■ on hand to convince any person who is willing to be
convinced that the making of a motion picture is a task
for an organization and not an individual, certain stars
persist in a policy which seems to mean that they feel
competent to be the sole master of their production des-
tinies. It is obviously the right of these stars to do as
they see fit in this matter, but still, the unfortunate fact
must be recorded that the policy is too quickly leading
into the discard several artists who otherwise might have
several years of popularity before them.

There is a type of producer in the business who makes
deals with these stars by an appeal to their vanity. The
stars are told that their real talents are being hidden by
the conditions under which they must work in the large
production organizations and, further, that the large pro-
duction organizations are making an unfair division of
the earnings. This usually leads the stars into an own-
your-own company plan of working.

As far as the resultant pictures are concerned, the own-
your-own company can have nothing said in its favor
because a long list of players who were highly successful
when aided by production organizations have never made
a successful picture since undertaking their individual
enterprises. Also there is no evidence whatsoever that
the new arrangement has contributed in any way to the
happiness or peace of mind of the principals.

The making of a motion picture is a highly intricate
and highly specialized undertaking. Organization, mean-
ing a highly qualified personnel for the various kinds of
work involved, is indispensable.

To own one’s own company may be a pleasing thought
but it has proven to be a perilous policy.

MARTIN J. QUIGLEY.

November 5, 1927

EXHIBITORS HERALD

5

Exhibitor Reports Reveal
Directors of Film Successes

Wood, Seiler, Pollard, Green and
Meehan Are 1st Five on B. O. List

By DOUGLAS HODGES

Herewith is a list of 85 directors whose pictures have
shown strong hox office value according to exhibitors’ re-
ports in “What the Picture Did for Me.”

Sam Wood heads the list subsequent to the fact that
“Rookies” has, by its hox office strength, reached that
place on “The Box Office Ticker,” a supplementary de-
partment of “What the Picture Did for Me.” Other
names follow in the order that their best current picture
appears in “The Ticker.” No name is repeated in this
list, although many have been found having more than
one picture rating higher than fifty-one per cent. In such
cases a numeral in parenthesis indicates the number of
pictures thus registered.

A picture which registers fifty-one per cent at the box
office is one which drew receipts equalling fifty-one per
cent of the house’s record receipts. Thus such a picture
is classed as “Money Making” and the director is classed
likewise.

This list has not taken into account the various items
that have possibly entered into the picture’s success. If
the picture has been strengthened by its star’s following
or strengthened by exploitation such analyses have not
been made.

The director, the writer and the star are important
components of a motion picture and The Studio section
endeavors to emphasize their importance with the estab-
lishment of this monthly list which will be supplementary
to “The Ticker.” A “Writers’ List” will appear in the
December issue.

Names listed here represent directors who have made
pictures during the past two years.

“The Ticker” does not list short features and therefore
it has been necessary to omit names of short feature di-
rectors.

Directors and Box Office Percentages
of Their Best Current Pictures

1. Sam Wood 79.9

2. Lou Seiler (3) 79.7

3. Harry Pollard (2)... 78. 7

4. Alfred E. Green (3) . .76.8

5. Leo Meehan (3) 77

6. John Waters (2) . . . .76.1

7. Hobart Henley 75.9

8. Jack Ford (3) 75.5

9. Clarence Badger (3) . .75.3

10. George B. Seitz (4).. 74.0

11. George Hill (2) 73.1

12. Lynn Reynolds (5).. 72. 5

13. Henry King 71.7

14. David Kirkland (5).. 71. 2

15. Edw. Sedgwick (5) . . .71.0

16. Cecil B. DeMille. . . .70.7

17. Clarence Brown 70.1

18. J. P. MacGowan 69.7

19. Millard Webb 69.3

20. Roland West 69.2

21. Gregory LaCava (2) . .69.1

22. W. S. VanDyke (2). .68.8

23. Fred Newmeyer 68.3

24. Geo. Fitzmaurice . . . .68.1

25. A1 Rogell (3) 67.6

26. William Nigh (2) . . . .67.2

27. A1 Parker 67.0

28. Clifford Smith 66 2

29. E. Mason Hopper. . . .66.0

30. Ted Wild 65.3

31. Edw. Sutherland (2). 64. 8

32. A1 Santell (3) 64.8

33. Fred Jackman 64.7

34. Alan Dawn (2) 64.6

35. Herman Raymaker

(2) 64.3

36. Walter Morosco 64.3

37. Roy Del Ruth 64.1

38. Victor Seastrom 64.1

39. Paul Sloan 63.8

40. Sam Taylor 63.5

41. Wm. A. Seiter (3) . . . .62.8

42. Reeves Eason (2) . . . .62.7

43. William Beaudine ...62.4

44. Ben Stoloff 62.3

45. Tourjanski 62.3

46. Jack Conway ...... .62.0

47. Thomas Buckingham .61.8

48. Robert DeLacy (2) . . .61.0

49. Harry Edwards 60.1

50. Chas. Brabin 59.6

51. Robt. Z. Leonard .... 59.3

52. Geo. Archainbaud ...59.0

53. Reginald Barker . . . .58.8

54. Irvin Willat 57.5

55. Frank Tuttle 57.0

56. Lloyd Bacon 57.0

57. Orville Dull 56.9

58. Howard Higgins ....56.8

59. Fred Niblo 56.7

60. Monta Bell 56.6

61. Marshall Neilan 56.5

62. D. W. Griffith 56.5

63. Victor Fleming 56.1

64. Ralp Ince 56.1

65. F. H. Weight 55.7

66. Irving Cummings (2). 55.1

67. Renaud Hoffman .... 55.0

68. Chas. Hines 54.9

69. Mai St. Clair 54.8

70. J. G. Blystone 54.7

71. Tod Browning 53.9

72. E. A. DuPont 53.6

73. Erie Kenton 53.4

74. D. Buchowetzki 53.1

75. Edward Laemmle . . . .52.9

76. Arthur Rosson 52.9

77. Frank Strayer 52.7

78. Larnher Hillyer 52.7

79. Victor Schertzinger . .52.0

80. Frank Lloyd 52.0

81. James Horne 52.0

82. Hall Powell 51.6

83. Curt Rehfeld 51.3

84. Maurice Tourneur . . .51.1

85. Frank O’Connor ....51.1

6

STUDIO SECTION OF

November 5, 192/

THE STUDIO PREVIEW

“Polly of the Movies” (First
Able Cast in Division Picture), directed by

First Division Scott Pembroke, is another ex-

Production ample of what a good director

can do with a simple story and
a few players who know their business. The idea back of
“Polly of the Movies” is to show the futility of trying to
get into pictures via “the Beauty Contest” route or the
so-called movie school.

The picture features Gertrude Short, who a few short
years ago stepped into the front ranks as a comedienne
of unusual ability in a series of two-reel films. Since then
she has played many important roles in feature produc-
tions and her work in “Polly of the Movies” will no doubt
attract the attention of other producers. She was given
excellent support by Jason Robards, who plays her country
sweetheart ; Corliss Palmer, as the beauty contest winner ;
Stuart Holmes as a picture producer, and others.

The story concerns an ugly duckling who is maid of
all work in a boarding house, with ambitions to become
a great actress. She submits the photo of a friend in a
beauty contest and it wins first place, but the substitution
of names is then discovered and the real beauty wins.
However, the whole scheme is a come-on of a movie
school and the beauty winner after paying her money loses
out. The little slavey eventually is made the star of a
travesty and is broken-hearted when she discovers the
director has cast her in a comedy role when she aspired
to play heavy drama. The picture contains a series of
excellent gags, the titles are crisp and to the point, and
the play is well mounted. — R. M.

“The Red Riders of Canada”
Capable Direction (F B O) is a perfect example of
in “Red Riders,” what a capable director can do
Mounted Police Tale with a good story and a small
but capable cast of experienced
players. It is one of F B O’s Gold Bond Specials and
lives up to the title “special” in every sense of the word.
It is entertaining, devoid of hokum and holds the atten-
tion every foot of the way.

Robert DeLacy directed and this is his first picture
of this type, he having devoted his efforts heretofore
to Westerns, starring Tom Tyler. The cast consists of
Patsy Ruth Miller, who gives an excellent performance
as the girl ; Charles Byers, who portrays a clean-cut
and likeable hero; Harry Woods, a capital villain, and
Rex Lease, splendidly cast as the brother of the heroine.

The action is centered around these four. It is a
straightforward narrative of life in Northern Canada
woven around the death of a member of the Northwest
Mounted Police, his daughter, his son, a Northwest
Mounted policeman, and the murderer of the trooper,
an escaped Russian convict.

The story opens with the son telling of the death of
his father and his swearing vengeance on the perpe-
trator of the deed. The boy is captured by the mur-
derer, known as Le Buzard, and held prisoner. Le
Buzard also plans to kidnap the boy’s sister, and while
en route to her cabin is apprehended by a Northwest
police especially assigned to the capture of Le Buzard.
That night while encamped at the girl’s cabin she re-

leases the prisoner on his promise to take her to her
brother and release him. The trooper finally catches up
with Le Buzard and the girl and in a terrific fight, in
which the boy is killed, and Le Buzard meets death,
the “mountie” saves the girl. Of course there is the
usual happy ending when the policeman is made in-
spector and decides to marry the girl.

Some of the most beautiful out-of-door scenes ever
photographed grace this picture. Beautiful pine woods,
sparkling streams and lakes and picturesque sunsets are
part of its unusually sharp and pleasing photography.
.Nick Musuraca was cameraman.

A mighty pleasing picture ! — R. M.

Several months ago I saw a

previewed picture called “Two Another Good

Arabian Knights” which brings One Made for

Louis Wolheim to the screen in United Artists

the company of William Boyd.

I do not think there have been released showings of this
picture to date, so I shall exercise my prerogative and say
something about the picture.

In the first place, it is a United Artists release which
boasts of people under SO as the stars.

Wolheim and Boyd have 95 per cent of the footage,
I am sure (the device with which I clocked it is secretly
patented by myself). They operate in that footage ad-
mirably compared with the behavior of most players under
similar circumstances.

They begin their knighthood when Uncle Sam gives
them khaki pants and a gun and their trip becomes more
complicated when they find themselves in a German pri-
son. From Germany they escape to what looks like Poland,
then Russia and finally land in Constantinople.

The story is simple and the picture is not dependent
on it. But the picture is excellent, chiefly because of the
comedy construction and remarkably good direction. It
moves rapidly, showing you new war comedy twists and
situations hitherto unfilmed in the many films of the bel-
ligerent type. It slows up somewhat when Mary Astor
enters, but Lewis Milestone, the director, wisely held her
out until he drew into the last lap of his story. — D. H.

Curtiz “Saves”
With Use of
Boudoir Mirror

When “Good Time Charley”
rushes were shown in the projection
room of the Warner studios a pecu-
liar shot was noted in which Mr.

Warner Oland and Helene Costello
appear in the reflection of a mirror.

The director, Michael Curtiz, explained that the shot
was devised by catching the entire action of the players
on the mirror and focusing one camera on the surface
of the glass. In this manner he obtained a complete
scene without a change in camera setup, whereas four
setups would have been necessary otherwise. Closeup,
medium and long shots were not needed. No lights
need be moved. Time, labor and money is saved.

Curtiz learned to make pictures in Germany.

November 5, 1927

EXHIBITORS HERALD

7

Million Dollar Expenditure
Planned by “Big Four” Firms

Boasberg Gets
Photo Request

(Special to the Herald)

HOLLYWOOD, Nov. 1. —
The first request for a writer’s
autographed photo came this
month from Dewey Michaels,
owner of the Palace theatre, Buf-
falo, N. Y. He asked that we send
him a neatly signed likeness of A1
Boasberg, title writer and comedy
constructionist,

Now, A1 wants a signed photo
of Mr. Michaels.

M-G-M to Make Epic of
Mississippi Flood Tale

First National to Follow “Helen of Troy” with Col-
leen Moore’s “Lilac Time”

By RAY MURRAY

HOLLYWOOD, Nov. 1. — Several productions of the super-special class
will go into production this and next month and these added to the reg-
ular scheduled pictures will keep studio artisans, directors and players
busy throughout the fall and winter.

Paramount Plans “Wings” Successor

Paramount plans to follow “Wings” with a companion picture called
“The Legion of the Condemned,” which will be on a more elaborate scale
than the former. They will also make “The Life of P. T. Barnum” as a
big special.

Fox is to follow “Sunrise” and “The Loves of Carmen” with others
of equal importance. “The Cockeyed World” is to be filmed as a sequence
to “What Price Glory” and work of editing “Grandma Bernle Learns Her
Letters,” the John Ford production, is well under way.

Warner Plant
to Be Closed
Eight Weeks

Everybody Given Group
Vacation , Pay less

( Special to the Herald)

HOLLYWOOD, Nov. 1. — Warner
Brothers directors, stars and other em-
ployes are to get an eight weeks vacation
without pay starting December IS. The
Sunset boulevard studio will be closed
with the exception of the Vitaphone pro-
ductions, according to Jack Warner, until
early in February, 1928.

Early completion of its 1927-28 schedule
of pictures is given as the reason for the
shutdown, the last portion of its program
now being in work. During the eight
weeks vacation period the first group vaca-
tion for Warner Brothers workers since
1923, there will be a general preparation
of the 1928-29 program which will exceed
in number of productions all former
schedules.

In order to insure early preparation of
scripts for the following year, Warner
Brothers have renewed options on con-
tracts of Anthony Coldeway, Charles Con-
don, Harvey Gates, and E. T. Lowe, Jr.,
although these are not up until December.
Five pictures will be started in February,
1928.

Five Companies Plan
to Occupy Metropolitan
Studios Several Months

(Special to the Herald)

HOLLYWOOD, Nov. 1.— There is
little likelihood of Metropolitan studios
being sold to an independent producer
for some time, according to Phil Ryan,
Pathe production chief.

Pathe recently acquired the Metropol-
itan studio in the recent merger with
DeMille, P. D. C. and Metropolitan Pic-
tures Corporation, and Ryan announces
that the following companies have leas-
ing contracts to run for some time: Har-
old Lloyd, Leo Maloney Productions,
Action Pictures, Inc., Fred McConnell
Productions, Caddo Productions, as well
as _ the regular Pathe units making
serials.

Metro-Goldwyn-Mayer plans to pro-
duce “The Mighty River,” a story of the
Mississippi Valley, on as large a scale as
Clarence Brown’s epic of the North,
“The Trail of ’98.” They are also fol-
lowing “The Crowd,” King Vidor’s stir-
ring drama, with “The Divine Woman”
and “The Patsy.”

Colleen to Start “Lilac Time”

First National’s lavish production of
“Helen of Troy” will soon be followed
by Colleen Moore’s elaborate production
of “Lilac Time.” Warner Brothers is
preparing to film “Noah’s Ark,” although
this will not likely go into production
this year.

Universal is now shooting early scenes
of Victor Hugo’s “The Man Who
Laughs,” and will soon produce “The
Show Boat” as a super special.

Edwin Carewe has completed
“Ramona” for United Artists, another
pretentious production filmed around the
early days of California. Two big spec-
tacles are being prepared by the De
Mille studios, one to be directed by
Tames Cruze and the other by Mr. De
Mille.

28 Awaiting Shipment

A check-up of pictures just completed
shows that 28 productions are now await-
ing shipment. Nine pictures are being
edited and titled at Metro-Goldwyn-
Mayer studios, eight features are in pro-
duction and an equal number are in
course of preparation for filming.

Marion Davies is making “The Patsy,”
adapted from the successful stage play,
under the direction of King Vidor, while
John Gilbert in being starred in “The
Cossacks,” with George Hill directing.
Greta Garbo is appearing in an adapta-
tion of the stage play “Starlight,” with
Victor Seastrom directing. It is called
“The Divine Woman.” Lon Chaney’s
next will be “The Big City,” a Tod
Browning production, and Jack Conway
is directing William Haines in a new
unnamed starring vehicle which will
have polo as a background.

“Rose Marie” is again in production
under Edmund Goulding’s direction,
with Joan Crawford and James Murray

featured; Tim McCoy is starred in “The
Texas Ranger,” which William Nigh is
directing.

First National has several specials
in the offing, one of the most important
of which is the production starring Col-
leen Moore. Richard Barthelmess is
completing “The Noose” this week,
which Henry Hobart produced with
John Francis Dillon director. It is
from Willard Mack’s successful stage
play. Milton Sills is being starred in
“Burning Daylight,” the Jack London
novel with Wid Gunning producing.
Charles Brabin is directing — the same
combination that made “The Valley of
the Giants” and “Hard Boiled Hag-
gerty.”

Langdon Finishing “Chaser”

Harry Langdon is putting the finish-
ing touches to “The Chaser” and Billie
Dove starts her new stellar vehicle
“Once There Was a Princess” this week.
Carey Wilson is producing, with Alex-
ander Korda directing. Johnny Hines
has just returned from New York with
new story material and Ken Maynard is
home from a vacation in Yellowstone
Park.

Robert Kane has finished his initial
picture on the West Coast for First
National. It is “French Dressing,” an
Allan Dwan production with Lois Wil-
son, H. B. Warner, Clive Brooke and
Lilyan Tashman. “Ladies Night in a
Turkish Bath” is in work with Dorothy
Mackaill and Jack Mulhall featured.
Eddie Cline is directing this Edward
Small production. Mervyn LeRoy, tal-
ented young director of First National,
is directing that inimitable comedy team,
Charlie Murray and George Sidney, in
another rib-tickler as yet untitled.

November will see several new pro-
ductions launched at Paramount stu-
dios. Besides “Legion of the Con-
demned” there is a new Esther Ralston
vehicle; Victor Schertzinger’s produc-
tion, “Honky Tonk,” with George Btn-
croft; “The Big Game Hunt” with Beery
and Hatton; Richard Dix’s “The Travel-
ing Salesman,” a Clara Bow picture,
Under the Tonto Rim,” a Zane Grey
( Continued oh page 22)

8

STUDIO SECTION OF

November 5, 1927

')

®

Illustration No. 1, of Carlotti multi-stage patents. Following is explanatory of the layout: 1, 2, 3, 4, 5, 6 and 7 are stages of equal size; 8 is

larger stage for spectacular sets; 10 shows closed doors shutting off that part of the stage to be used for purposes of construction or demolition;

11 are the doors opened, permitting the shooting of set or sets; 9 are all u ility shops, art, technical, model departments; 12 are sliding doors for
cross shots; 13 are general offices, cutting and projecting rooms, scenario department, etc.; 14 are the wardrobe and dressing rooms, restaurant; 15

are the underground passageways connecting directly all stages independently; 16 are runways at either end of stage, this supplies all ends of stages

independently through doorways 17.

Carlotti Sees Elimination of Waste
In New Studio Design

Claims Decrease in Number of Rehearsals and Takes

rP0 motion picture producers, and all

others interested in the industry, who
have been keenly engaged in seeking ways
and means whereby a substantial reduction
may be made in the production costs of
pictures, in addition to that reduction which
may be affected through a cut in salaries,
the following will be of interest.

To cut production costs' by merely re-
ducing salaries is a matter of mathematics
in its most elementary form, aiming in no
way towards solving those problems where-
by one may obtain the benefit of a full
day’s work from all concerned with the
making of pictures, from the director and
star to the property boys. We do not
mean to insinuate that any individual con-
nected with the industry wilfully neglects
to give 100 per cent service. On the con-
trary, one marvels at the accomplishments
attained under present methods.

Let any honest, open-minded, wide-awake
producer survey studio conditions through-
out the past 20 years, and if sincere, he
will be forced to admit that our present
modern up-to-date studios, still retain the
same disadvantages' as those encountered
in the early days of the industry : namely :

1. The grouping of different work-
ing companies on the same
stage.

2. The annoyance and distraction
to the director and cast of each
respective company, resulting
from such grouping.

3. The encroachment of sets.

4. The constant annoyance and
distraction to these companies,
caused by the constant clamor
due to the erection and dem-
olition of sets, the moving of
lights, electric cables, vehicles,
etc.

5. The trespassing across sets in
process of shooting, by work-

By Charles J. Carlotti

ing crews in order to deliver
or remove lights, props,
vehicles, flats or portions of
sets, to or from any part of the
stage.

6. The roaming and sight-seeing
of the personnel of any com-
pany temporary idle.

7. The distraction to the working
crews, due to the attractiveness
of the cast or action taking
place on any set in process of
shooting.

8. Loss of time to working crews
as a result of stop signals.

These are but a few of the evils evident
in all studios East or West, which serve
to augment the production costs, which
when removed, as will be shown, will bring
about the saving of many millions of
dollars to the industry.

No rational thinking man could conceive
of an author, artist or scientist engaging
in their respective work, in any but a quiet
and suitable surrounding ; yet, we expect
a company to portray a death-bed scene
on a stage shared with another company
shooting perhaps a cabaret scene, amid the
clamor of a set in process of construction
or demolition, hammering, shouting, music,
etc. Let anyone step into the boots of a
director or star under similar conditions,
and he will soon find it impossible to re-
main concentrated for any length of time
on the story or scene at hand, resulting in :

Mr. Carlotti’s description of his
multi-stage patents is published with
a vieiv of presenting to the trade all
developments of neivs value. Publica-
tion does not imply the HERALD’S
endorsement of this project.

1. A greater number of rehearsals.

2. A greater number of takes.

3. Cost of unnecessary footage of
film.

And in addition to the loss of time, cost
of film and overhead to the company, the
scene lacks sincerity and punch.

If a company under these conditions can
shoot any 15 script scenes per day, is it not
logical and plausible that under ideal con-
ditions that number could be increased to
at least 18 script scenes per day, resulting
in a 20 per cent saving in all company
salaries, overhead and actual working time?
Equally so the working crews confined to
an atmosphere of workshop, totally segre-
gated from the production department,
would contribute to a substantial reduction
through increased efficiency.

The plans submitted by the Carlotti Studio
Engineering Company of New York, and
reproduced herein as diagram 1 and 2,
completely eliminate all the disadvantages
obvious in all studios East or West, by
means of a patented studio structure, con-
structed along scientific and practical lines
wherein every trade, craft and art utilized
in the making of pictures are brought into
full play for the entire working period
without conflict, interference or distraction,
totallv eliminating all lost motion, resulting
thereby in maximum efficiency at a min-
imum of cost, time and personnel.

Enumerated are some of the novel, and
unique features protected by international
patents, not to be found in any other
motion picture studio structure in America
or Europe.

1. By a series of multiple stages, and
the method of shutting off that part
of the stage when used for the con-
struction or demolition of one or more
sets, it makes possible the shooting
of other sets or scenes in other parts
of the same stage without the usual
disturbance, distraction or annoyance

November 5, 1927

EXHIBITORS HERALD

9

to the production director or cast
thereby minimizing the number of
rehearsals and takes necessary in the
shooting of a scene, accelerating there-
by the completion of the picture.

2. By completely segregating that part
of the stage on which sets: are to be
constructed or demolished, from that
part used for the shooting, workmen
are automatically confined to an
atmosphere of workshop eliminating
all possible distraction and delays
caused by the attractiveness of scene,
cast, action or stop signals, thereby
insuring a full eight hour day from
each and every man, resulting in the
reduction of cost and time of pro-
duction.

3. By providing individual and direct
entrances between every stage and
utility shops, we have made it possible
to carry on or remove the whole or
part of any set, vehicle or livestock
to their respective places without tres-
passing across or through any other
set, eliminating the usual distraction
and annoyance to the director and
cast, resulting in loss of time
ultimately augmenting the cost of
production.

4. By a series of passageways, actors,
actresses, and extras enter or leave
their respective sets or stages, to and
from their dressing rooms directly
without trespassing across or through
any other set or stage, resulting in —

a. Rapid and direct entrance and
exit.

b. Absolute privacy to each and
every company.

c. Prevents personnel roaming
and sight-seeing throughout studio.

5. The total complete segregation of the
production department from the con-
struction department, compels each to
function in their respective atmos-

phere, greatly increasing the efficiency
of both.

6. Another outstanding feature of this
new method of construction, is that
additional stage-units may be annexed
at any time, without impairing in any
way its efficiency.

7. A very valuable feature worthy of
careful study, is the adaptability of
this construction for stage rental pur-
poses, offering privacy and seclusion
to each and every company, together
with various other features necessary
to expedite the making of a picture.

Careful judgment and consideration will
readily show that a plant constructed of
a number of smaller stages, for the usual
preliminary and intermediate scenes, one or
more larger stages for the spectacular or
climaxical scene, will prove far more
efficient than the very large stage in which
six or more companies are at work at the
same time, constantly the source of inter-
ferences, distraction and annoyance to each
other, as the result of intermingling of
personnel, music, action, sightseeing, con-
struction and demolition, which all con-
tributes to greatly increase the costs of
production.

DIAGRAM 1 shows a number of
smaller stages with one larger stage for
spectacular settings. A building containing
all utility shops centrally located and in
direct connection with each and every stage
by means of runway 16, and individual
stage entrances 17. This eliminates all
trespassing through other settings in pro-
cess of shooting, which causes at present
distraction, annoyance, loss of time and
thereby money.

DIAGRAM 2 shows a plant containing
the same features as Diagram 1 so designed
that it can be erected within a city block.

The Town Where
Your Factories Are

By Ralph Parker

ALL of the world in a single com-
munity . . .

That is Hollywood.

Drawn by the magnet of motion pic-
tures, there have come to this potpourri
of people and genius the ambitious, the
adventurous, the brilliant of this earth.

The studios: Extras, starving today
but ever confident of tomorrow. . . .

An ex-Russian general borrowing lip-
stick from a man who once fought for
the middleweight championship. . . .

A director showing the hero, heroine and
villain how to act their parts by first
playing each characterization himself.
. . . The studio with a gigantic, sta-

tionary steamship on its lot, for sea pic-
tures. . . . Five hundred extras hid-

ing the perspiration which reveals the
warmth of the California sunshine, lest
it interfere with the realism of the mid-
winter Russian day suggested by the
artificial snow. . . . “Sure, I believe

you could eat eight eggs, shells and all.
I once saw a guy eat the neck off a
bottle.” ... A player demanding a
bonus of $20 because the casting direc-
tor wants him to cut off his moustache.

The boulevards: Raymond Griffith
driving his Rolls-Royce while his chauf-
feur smokes in the back seat.

Tom Mix giving a friend a ride (on
said Mix’s back) down Hollywood
Boulevard, to settle a lost wager. . . .
Tiny, world-famous style shops next to
bargain stores with screaming price
cards. . . . The shop specializing in

“used gowns, furs, etc., of famous stars.”
( Continued on page 26)

Illustration No. 2, of Carlotti multi-stage patents. Following is explanatory of the layout: 1 is the basement with all utility shops, wardrobs, dress-
ing rooms, restaurant; 2 are general offices— casting director, etc. Area 13.200 sq. ft.; 3 are directors’ offices, projection and cutting rooms, technical
and art department, etc.; 4 is 20,400 sq. ft. of floor space to be sub-divided; 5, 6, 7, 8, 9, 10 are stages of equal size; 11 is a larger stage for
spectacular settings; 12 are entrances to runways 13, at either end of stages. Said stages are supplied independently through doorways 14. This makes
possible the transportation of live-stock, vehicles, properties, the removal or construction of settings, without trespassing across other settings; 15 is
ramp connecting all utility shops with runways, which supply stages; 16 is freight elevator, to lower large section of settings for storage below; 17 are
doors closed, shutting off that part of the stage to be used for the construction or demolition of settings, preventing all distraction, annoyance, dis-
turbance to the production as well as to the construction departments, increasing the efficiency of both; 18 are doors opened, setting ready to be shot;
19 are sliding doors, can be opened for cross shot; 20 are stairs, for entrance or exit from each stage direct to dressing-rooms by corridor below,
insuring privacy; 21 are intercommunicating doors between all stages, for department heads.

S1UDI0 SECTION OF November 5, 1927 !

Do They Cost Too Much?

By Leo Meehan

FOR more than six months past the
press of the United States has car-
ried columns of reports from Holly-
wood and New York about “the high
cost of motion pictures, and what could
— or would — be done about it.” It has
been variously reported that the net prof-
its of the industry last year were from
2 to 6 per cent. Considering the specu-
lative character of the business, neither
is an adequate return, of course.

It is, or has been, an acknowledged
fact that motion pictures, on the whole,
cost too much. These production costs,
necessarily, have to be passed along to
the exhibitor, and by him to the public.
Meanwhile, the exhibitor has built elab-
orate theatres, added expensive prologues
or vaudeville programs to his exhibitions
— and these things all have increased the
cost of seats to the general public from
the lowly nickelodeon days to prices rang-
ing anywhere from 25 cents to $2.

The wisdom of these policies is not a
matter for me, as a motion picture pro-
ducer and director, to pass upon. While
I may have my own opinions, yet my
personal, practical experience has been
largely confined to the actual produc-
tion and direction of pictures, in the stu-
dios of Hollywood.

:jc :*c

At the outset, I said that pictures cost
too much. And by that I mean the
majority of pictures. I don’t mean the
great spectacles, only. These large pro-
ductions, “epics,” as the press agents of
the cinema proclaim them, do by their
very nature in most cases, cost large
sums. Huge sets, thousands of actors,
months of time, lighting, location ex-
pense and hundreds of other items easily
run the costs in hundreds of thousands
of dollars — sometimes into millions.
These films constitute tremendous risks,
because many millions of dollars must
be paid through the box offices of the
world even to return the investments
involved. If they do not meet with pop-
ular approval, and widespread popular
approval, they inevitably lose money in
a scale proportionate to the investment.

Personally, I should dislike to make
any motion picture — lavish or modest in
its proportions and cost — which did not
show a profit. I do not believe we are
making pictures “for art’s sake.” I do
not believe that a picture which meets
with no measure of popular approval is
any more of an artistic success than it
is a financial success. In this viewpoint,
perhaps, I differ with mady connected
directly with the production of motion
pictures. From their austere “heights”
in the hills of Hollywood they are a bit
inclined to look down upon the ordinary
people — the very people who furnish
them the money to maintain the spacious
lawns that stretch before their castles.

I believe most firmly in the good judg-
ment of the plain people. I believe that
I am a better artist and a better business
man (and a director must be both) if
the great mass of the American people,
living between Broadway, New York, and
Broadway, Los Angeles, like my pictures,
than if they are not approved by these
people but are praised by the self-ap-
pointed and self-anointed “highbrows” of
Manhattan and Hollywood. And so long
as I make motion pictures which satisfy
the great mass of the American people.

LEO MEEHAN
F B O Director

those whose money is invested in my
pictures will realize a fair profit.

Too many pictures bearing excessive
costs are made, not with a thought of
intriguing the interest of the masses.
They are made in some instances, un-
fortunately, to pander to the baser in-
stincts of people, whether they be of
high or low station. More often, they
are made for “show” — to attract the at-
tention of those who believe they are
blase, who think they are “hardboiled” in
their judgments, who think they must see
“clever touches” and “originality” rather
than good straight story-telling and
human characterization. In other words,
in order to win the plaudits of Holly-
wood, which is interested mostly in tech-
nique, or New York, which is interested
mostly in sophistication, they center
their attention upon “French pastry” in-
stead of bread and butter. The working
man, the average fellow — and his wife
and his children — consume vastly greater
quantities of bread than they do French
pastry — which is no reflection upon the
qualities of either!

% 5fc

A good picture must have two things,
body and soul. In that it is like a good
piece of tapestry, a good painting, or a
good musical composition. The creation
of its body is a matter of technique.
The creation of its soul is a matter of
the ability of its creators, from the direc-
tor and star down to the property man,
to put into it a part of their own souls,
their own humanness. If, in their eager-
ness to perfect technique, they forget
to inject these human qualities, they fail.
The spectator may leave the theatre say-
ing calmly, “Beautifully done,” but he
will not leave with eyes shining through

a film of tears, or sides aching from
deep-seated laughter.

To illustrate my point: One of the '
finest pictures of the year is “The Way
of All Flesh.” Technically, it is pro-
duced according to the best standards I
of cinemaland. No expense was spared,
and the best technical brains were em- 1
ployed. But that is not wffiat made it a I
great, outstanding picture. It was the
human quality of the story, plus the |
magnificent ability of Mr. Emil Tannings,
the greatest of all living actors, to catch
that elusive thing we call “soul” and fix j
it with glorious genius into almost I
every foot of its seven or eight thousand
feet of celluloid. There were camera
tricks in this picture, but the spectator ;
is so enthralled by the performance of i
Mr. Tannings that he doesn’t see them.
That is art, and good business. And
furthermore, it would still have been a
great picture if the camera work and
the technical mountings had been ama-
teurish. For Jannings got to your heart,
and the story got to your heart. The
spectator laughs and weeps and loves and
hates and pities. He comes out enter-
tained and happy. He has not seen a
picture; he has seen a bit of life.

* * *

LTntil pictures, generally, achieve this
genuine human quality, whether or not
they are as great or greater than the
one I mention, they will only be pic-
tures, and will bring forth little more
response from audiences than looking at
the family album, which is also filled with
pictures. An Emil Jannings, in a good
story, properly told by a skillful scenarist 1
and a competent director, can do as much
before a piece of black velvet, by the
light of two arc lamps, as he can in
the middle of the largest and most lav-
ish motion picture set ever built.

When lavish settings, gorgeous pho-
tography, clever camera tricks — vast
hordes of extra people, were more or
less novel to the public, they were in- ■
herently attractive. Tust like, on Christ-
mas morning, a lot of shiny new toys
are all attractive under the lights of a
glittering Christmas tree, to my young ;
son. But before the day is over, that
same little boy of mine will probably
be playing with some worn old toy into
which he has poured the affectionate
warmth of his own imaginative little
soul. He loves that old toy because
it is a part of his own being. The pub-
lic, as a whole, responds psychologically
in the same way. It likes the glitter, the
novelty, the newness — but most of all it
likes itself, humanity, whether it be be-
fore the family fireside, before the shav-
ing mirror or on the silver screen.

When movies have these qual-
ities as a general rule, instead of
exceptionally, then movies will
make more profits because they
will attract more people, oftener,
into the cinema houses of the land,
whether they be gilded and tapes-
tried like the vast Paramount the-
atre in New York, or like the old-
fashioned opera house in Kendall-
ville, Ind.

This, then, is my answer to the ques-
tion of costs. Movies are essentially and
by their very nature entertainment for
the masses. The masses include the eru-
dite and the day laborer, they include
God’s children from 8 to 80. No one
( Continued on page 30)

November 5, 1927 EXHIBITORS HERALD 11

Latest

Direct

Production

THE HERALD’S J/

to

News

vy i/ififjrir

Exhibitors

C^idltorial r~^>ecfiion

GENE TOWNE (with bald pate) is the youngest
writer in Hollywood ; he is in his second year of a
First National contract to write comedy gags, comedy
titles and comedy scripts and has just finished work-
ing on “The Gorilla.”

MAX REE is First Na-
tional’s chief costume
designer. One of his produc-
tions appears at right.

JDIGHT: One of the fea-
tures of “The Private
Life of Helen of Troy,” First
National, is the costuming.

COLLEEN MOORE (when asked to make a statement
for the press she said “send my regards to Phil Rand
and Jaysee and the rest”) has finished work on “Her Wild
Oat,” First National production. (Herald photo.)

AMMY COHEN, the young red head who soldiered in
France in “What Price Glory ” and thus became famous,
has signed a Contract with Fox Film Corporation which places
him in the class with featured comedians.

12

STUDIO SECTION OF

November 5, 1927

JULES WFIITE, homo sapiens at right, is the director
of a gorilla comedy at Educational. The young woman
is Lucille Hutton, feminine star who is under contract to
Educational. The big boy at left is unidentified, unsigned,
and unkempt and unwept.

JUST as there are golden moments in “The Trail of ’98”
there are also golden nuggets in it. Clarence Brown,
director, found that the “ panning ” sequence could not be
faked effectively and obtained the real material, above.
Harry Carey is at right.

JACK FORD had able assistance in making “Grandma
Bernle” in his photographic staff which included Charles
Clark. Clark may well be watched in camera circles because
of his technical and creative niind which he is applying to his
work at Fox.

ESPITE mythology Troy fell according to this man’s
direction. And he is not Paris but Alexander Korda
“husband of Helen” who in real life is Maria Corda, star of
First National’s “Helen of Troy.” Korda directed the pro-
duction.

/N PHOTO at i-ight: Al Siegler, cameraman, Charles Kerr, assistant director, and Leo Meehan, one of the steadiest directors
of money-making pictures in Hollywood. “Herald” caniera shot the scenes while Meehan was on location making “Freckles”
for F B O. In view at left is a forest built by Meehan to duplicate a natural scene in upper part of Indiana. Actual hardwood
trees such as these cannot be found within many hundred miles of Hollywood where Eucalyptus and Peppers are abundant.

November 5, 1927

EXHIBITORS HERALD

13

T}ON EDDY, nevuly appointed
l—x business manager of the Harry
Langdon company, left, and doe Fer-
rara, auditor of the company. Lang-
don is making a new F. N. filniu

ITT L. ANDERSON and E. D.

. Leshin. The latter, right, is
business manager of Universal’s unit
•which made “Foreign Legion” on
Andy’s grounds at Guadalupe.

PATSY RUTLI MILLER in a scene
from i “Red Riders of Canada,”
which Robert De Lacy completed last
week for FBO. De Lacy’s camera
corps was headed by Nick Musuraca.

MESS! W. L. Anderson’s dining-room is the Ritz of
Guadalupe, Cal. — and the soup is always hot. Andy has
gone into the motion picture industry as a deluxe restau-
rateur and has catered to Paramount, Universal, First
National and many other of the big companies.

IFTEEN hundred acres of sand — pure white Sahara
sand that has blown in from the Pacific — is the location
site of Universal’s picture “Foreign Legion,” which Edward
Sloman completed last week. Norman Kerry and June Mar-
lowe star. Above are extras.

A PANORAMIC view of the Anderson camp in Guadalupe, Cal., where W. L. Anderson has leased 1,500 acres of sand as a
location site for motion picture companies of Hollywood, 200 miles away. The camp is in use practically all the year
around with the exception of the rainy months. The tents are equipped to care for 1,000 people at a time.

14

company’s big productions. His first
of the series is “Red Riders of
Canada.”

TUDIO SECTION OF

fiEORGE DAVIS, left, and Eddie
Quillen, right, appear in an Edu-
cational comedy zvhich Stephen Rob-
erts, below, directed. The latter is one
of Hollywood’s best comedy directors.

November 5, 1927

TASON ROB ARDS and Gertrude
Short have the honor parts in
“Polly of the Movies,” a production
made by Jesse J. Goldburg of First
Division.

ICHAEL CURTIZ, director, held the megaphone on
“The Woman Desired,” Warner Brothers picture which
stars Irene Rich. Curtiz, right, is well on his way in his
American career, zvhich follows a successful period of
directing in Europe.

GERTRUDE ASTOR and George Sidney are stars in “The
Cohens and Kellys in Paris,” which Universal has com-
pleted. William Beaudine is the director. Above is one of
the scenes in which Mr. Sidney portrays the real sentiments
of a true Apache.

November 5, 1927

EXHIBITORS HERALD

15

LINA BASQUETTE makes her First National debut in
the leading feminine role of “The Noose f’ former stage
play which John Francis Dillon is directing. Bess Meredyth
made adaptation. Miss Basquette leaves a Broadway career.

FIE product of their minds is sold to you under the Edu-
cational banner. They are Charles Lamont, left, Stephen
Roberts, and Norman Taurog, right, a trio of comedy direc-
tors difficult to match.

OlVARD ESTABROOK is one of the industry’s highly
regarded writers. His work is best adapted to comedy
stars and he has turned out hits for Charlie Murray, notably
‘McFadden’s Flats’’ and “Sweet Daddies,” F. N. pictures.

ERVYN LE ROY is Hollywood’s youngest feature di-
rector— and its smallest. He is on his second picture,
“Aces High,” featuring George Sidney and Charles Murray.
He "was formerly a comedy constructionist.

16

STUDIO SECTION OF

November 5, 1927

The picture that I would liked to have directed
and one that appealed most to me was “ The Way
of All Flesh” with Emil Jannings. Jannings gave
a masterful performance. His emotions and im-
pulses were natural and the picture had those

human qualities that we all strive to get over on
the screen. A simple though forceful story clev-
erly told and beautifully acted.

(£. SXz^..

The Box Office
Speaks for Green

He Directed Many Successes
for Colleen , Meighan
and Mary

(Special to the Herald)

HOLLYWOOD, Nov. I. — A director who can
make a box office success is an asset to the mo-
tion picture industry and consequently a direc-
tor who can turn out box office pictures steadily is al-
most indispensable to the industry.

One of the most consistent directors of record break-
ing pictures is Alfred E. Green, who last week com-
pleted the last shot of “Come to My House.”

Mr. Green is one of the directors who handled the
megaphone on the Mary Pickford pictures a few years
back. Miss Pickford still boasts of his directorial
achievements in “Through the Back Door” and “Little
Lord Fauntleroy.” Those were his earliest successes
and have been followed by a long list of others which
date up to the present time.

During those intervening years he has travelled very
little from lot to lot. He has remained steadily on each
lot for the duration of his contract, quietly going about
his business of making players into featured players
and of making featured players into
stars.

Adolph Zukor signed him for four
Thomas Meighan pictures a few
years ago, a contract which ended
when he was taken to the First Na-
tional lot.

On the First National lot he made
a number of pictures, many of which
were remarkable achievements. For
Sam Rork he made “The Talker”
and “Ladies at Play.” He later
made “Inez of Hollywood.” These
he followed with one none has ever
forgotten (because of its strength),

“Potash and Perlmutter — in Holly-
wood.” It was one of the first pic-
tures that emphasized George Sid-
ney’s ability as a comedian.

Mr. Green completed a series of
pictures the latter part of 1926 in
which Colleen Moore struck suc-

cessive hits which assured her of her
place in the Hall of Fame. They
were “It Must Be Love,” “Ella Cin-
ders,” “Irene” and “Sally.”

Fox obtained his signature on a
contract the early part of this year
and he has gone into that studio and

Fred Thomson Uses 2
Directors on Picture

(Special to the Herald)

HOLLYWOOD , Nov 1. — When
Fred Thomson begins his next
picture, "The Pioneer Scout," for
Paramount, he will use two direc-
tors. One director will handle the
big outdoor scenes which call for
a great deal of action, and the
other will direct the more inti-
mate scenes which call for emo-
tional development.

ALFRED E. GREEN

immediately struck his stride as a
maker of moneymaking pictures.
By his talent for coupling speed,
artistry and efficiency he has already
completed three pictures under his
new contract which have proved
good.

“Come to My House” is being
titled and will be sent to New York
early next week. It stars Olive
Borden who plays opposite Antonio
Moreno. As is true with all of Mr.
Green’s work there is an abundance
of comedy and a strong basis of
drama.

The company spent the final week
of shooting at Catalina Island mak-
ing out-of-door shots and cleared up
their equipment and returned home
just a day before the weather
clouded up and prevented others
from shooting for several days.

November 5, 1927

EXHIBITORS HERALD

17

Below is the copy exhibitors are
placing in home town papers

O Special Assignments Will
Be Covered for Exhibitors

(J A Double News Service In-

forming the Showman Upon

Upon Request to Editor

Publication Rights Granted Exhibitors

Studio Events and Enabling

“The Studio.” Exhibitors

Him to Inform His Reader

Herald, Los Angeles.

Patrons in Turn.

Hollywood, Nov. i— universal

Pictures has purchased “Broad-
way,” the sensational stage hit, for
$250,000, and has engaged A1 Cohn to
write the film adaptation. Inasmuch as
Universal cannot produce the picture
until 1929, A1 has plenty of time to com-
plete the job.

ijj

James Murray, who a few short
months ago stepped from the ranks of
extras to a leading role in “The Crowd,”
King Vidor’s epic of modern city life,
has an important role in Lon Chaney’s
next picture “The Big City.” Others in
the cast are Betty Compson, Mathew
Betz, Walter Percival and Lew Short.

* * *

Ur son Making “ Chicago ”

Frank Urson promises to eclipse the
fight in “The Spoilers” in his Pathe pic-
ture “Chicago,” The fight is between
Phyllis Haver, as “Roxie Hart,” and
Julia Faye, which takes place in a jail
and for realism and humor, as well as
suspense, is said to be a cinematic high-
light. Others in the cast of “Chicago”
are Robert Edeson, May Robson,
Virginia Bradford, T. Roy Barnes and
Warner Richmond.

* * *

Patsy Ruth Miller, having completely
recovered from a recent operation for
appendicitis, has returned home from
the Hollywood Hospital. Her last pic-
ture was “Red Riders of Canada” for
FB O.

* * *

Sid Grauman gets Douglas Fairbanks’
new picture “The Gaucho” for his
Chinese theatre and is now working on
an elaborate prologue for the world
premiere. He will call the spectacle
“Argentine Nights” and Carl Oscar
Borg has been engaged to design the
settings for the stage presentation.

^ ^

James Cruze, who is to make “The
Red Mark” for Pathe-DeMille, has
chosen an unknown girl to play the
leading role. She is Nena Quartaro, and
according to Cruze she will prove a
sensation. She has signed a five years
contract so evidently Cruze has infinite
faith in his own judgment.

* * *

DeMille Role for Logan

Jacqueline Logan will not play the
lead opposite Rod LaRocque in “Stand
and Deliver” which Donald Crisp is di-
recting. Work on “The Leopard

Woman” in which she plays the stellar
role, prevented. Now Miss Logan is

mentioned for the lead in Cecil B.
DeMille’s new picture, as yet untitled.
* * *

Leo Meehan, who is directing “Wall
Flowers” for F B O has another story

waiting for him. It is “The Little Yel-
low House.” So between a new son at
the Meehan domicile and a new car,
these are busy days for this director.

* * *

Boasberg Writes
Vaude Sketches

A1 Boasberg, having returned from an
extended honeymoon, is back at Metro-
Goldwyn-Mayer studios, doing comedy
construction. He recently dashed off a
new sketch for Sophie Tucker at Pan-
tages theatre, and has three other
vaudeville sketches working for him
every day.

* * *

Wallace Smith, who wrote a collec-
tion of short stories of vaudeville play-
ers, called “Are Your Decent?”, has
just heard from his publishers that
Paramount Famous Lasky has taken an
option on the book. Smith wrote the
adaptation for “Two Arabian Knights,”
the Caddo production which made an
instant hit, and designed sets, costumes
and did the adaptation for Douglas
Fairbanks’ picture “The Gaucho.”

* * *

Colleen Moore runs a lunch wagon in
her next First National production and
has been learning the art of preparing
short orders and serving “hot dogs” to
hungry patrons under Marshall Neilan’s
deft direction for several days.

Hi jjl

Here’s Job for
Disabled Man!

Fred Thomson is looking for a one
armed motion picture actor to play an
important role in his next picture “A
Pioneer Scout.” The part calls for a
burly villain who uses a hook for his

missing hand and appears in a number
of big sequences. Thomson has can-
vassed the Veterans of Foreign Wars
and the American Legion, both of whom
maintain employment bureaus in Holly-
wood but so far has failed to find his
man.

* * *

Nigh Assigned
“ Texas Ranger”

William Nigh, M-G-M director, has
been assigned “The Texas Ranger” as
his next picture. Col. Tim McCoy is
starred.

%

Ford Prepares New One

John Ford, Fox director, who has just
finished cutting “Grandmother Bernle
Learns Her Letters,” is preparing to
film “Hangman’s House” as his next
vehicle. William Farnum has been
signed to play the lead.

* * *

The Hal Roach studio has an orches-
tra of 10 pices, with Hal Roach as first
violin and conductor. The musical body
is composed of employes of the Roach
studios from the different departments.
They played for the Western Associa-
tion of M. P. Advertisers recently and
received a rising vote of thanks.

* * *

George Sidney’s in the Air

Geoge Sidney will know all about
aviation before he gets through with
pictures. In the last two pictures in
which he has appeared — “The Cohens
and Kellys in Paris” and “Ace High” —
George learns how to fly, and the scenes
furnish much of the humor of the two
productions.

GENE TOWNE

COMEDIES, STORIES, GAGS AND TITLES

UNDER CONTRACT WITH
FIRST NATIONAL

NOW STARTING SECOND YEAR

18

STUDIO SECTION OF

November 5, 1927

A1 Cohn, having spent several weeks
in the East, attending the Dempsey-
Tunney fight and viewing New York
shows, has returned home to fill several
assignments for stories awaiting his type-
writer.

* * *

Prevost III

Marie Prevost has been missing from
the DeMille studios for several weeks.
After finishing “A Blonde for a Night”
she was rushed off to a hospital for an
operation and is now slowly recovering.
* * *

Tyler With DeLacy

Tom Tyler, F B O Western star, has
his old director back with him again.
Robert DeLacy, who turned his atten-
tion to a special for F B O, ‘‘The Red
Riders of Canada,” has taken up the
megaphone on Tom’s latest opus.

Livingston Returns Home

Margaret Livingston has just re-
turned from New York where she spent
several weeks shopping and taking in
the new shows. While in the East Miss
Livingston received two offers to play
in stage productions and has not fully
decided whether to desert pictures for
one season or not.

* * *

Willat Gets “ Michigan Kid ”

Irvin Willat will not direct “The Big
Gun” for Universal, as announced in
these columns several days ago. In-
stead he has been handed the story “The
Michigan Kid,” Rex Beach's novel to
transfer to the screen.

* * *

Josephine Lovett will do the screen
adaptation of “Heat” for M-G-M. The
story is by John Colton, author of the

James Dugan

Director of

“THE DESERT PIRATE”

with Tom Tyler

“HER SUMMER HERO”

a special with an all-star cast

“THE PHANTOM OF THE RANGE

with Tom Tyler

FBO

JASON ROBARDS

JUST FINISHED

“CASEY JONES”

TREM-CARR PRODUCTION
HAVE SIGNED WITH TIFFANY FOR

“STREETS OF

SHANGHAI”

SCOTT R. DUNLAP

Now Directing
a Series of
Features
for

Phillips Company, Ltd.
Australia

successful stage plays, “Devil’s Plumb
Tree,” “Rain” and “The Shanghai Ges-
ture.”

* * *

Charlie Byer, having finished a hero
role opposite Patsy Ruth Miller for
F B O is now playing the heavy in Tom
Mix’s new play “Horseman of the
Plains,” which Ben Stoloff is directing
with Daniel Clark at the camera.

* * *

Hale Concentrates
Comedy in Pictures

Alan Hale isn’t going to give any
more free performances. For years the
actor-director was the geatest off-screen
wisecracker in the picture colony. Now
Hale is playing an important role op-
posite Jacqueline Logan in “The Leop-
ard Woman” and has announced that
free performances are at an end. He’s
using all his comedy in pictures.

* * *

Alice White, having completed her
role in “Gentlemen Prefer Blondes” for
Paramount, has returned to the First
National lot.

* * *

With the sideburns shorn and his
Latin makeup vanished, Richard Dix is
now his natural self again. This is
because he has completed his first Latin
role in “The Gay Defender” which
Gregory LaCava directed at the Para-
mount studios.

* * *

George Siegmann cannot be good even
if he wants to. Universal has cast him
in another perfect villain role in “The
Man Who Laughs” under the direction
of Paul Leni. He was Simon Legree,
you know, in “Uncle Tom’s Cabin” and
( Continued on page 27)

AL HALL

CHIEF FILM EDITOR
FIRST NATIONAL PICTURES
WEST COAST STUDIOS

ELIZABETH

PICKETT

Fox Varieties

Current Releases

“Oregon — Trail’s End!”

“Bah, Bah! Range Sheep!”

“Seven Wonders of Wash-
ington”

November 5, 1927

EXHIBITORS HERALD

19

ON A LOT
OF THE LOTS

HOLLYWOOD. — Aileen Pringle^ and
Ramon Novarro are making Kansas
City people happy this week by attending
the opening of the Loew’s Midland thea-
tre there and giving each patron a saccha-
rine smile. . . . Dolores Del Rio’s husband
is considering a plunge into pictures, and
Wally Fox, director, is credited with the
proffered contract and Wally is a brother
of Edwin Carewe. . . . Tom Mix aban-
doned Hollywood last week and arrived at
Phoenix, Ariz., with a company of 27 Fox
people and it is said that the trip is for the
purpose of making a picture. . . . George
Marshall supervised Wallace MacDonald’s
start last week on a new Fox comedy fea-
turing Marjorie Beebe, a young woman
who came up from the extra ranks. . . .
Fred Thomson has chosen Nora Lane for
his leading woman in “The Pioneer
Scout” and wasn’t that the same girl who
appeared in “Jesse James?” .... Virginia
Valli is due back in town this week from
New York, Portland, Me., and points
East. . . . Saw Walter Fliers last week
who said he has been ill several days and
that’s the first time Pve seen him since I
lately crossed the Mississippi. . . . Mal-
colm Stuart Boylan, title writer for Fox,
celebrated after he finished titling “Ladies
Must Dress,” and went to Death Valley
and I presume the celebration preceded the
Death Valley migration. . . . Tom Tyler
was the host to a couple of dozen friends
at his home last week and during the eve-
ning a very inexperienced feminine report-
er approached us and asked if it were true
that Mr. Tyler bathes in ice water 30 min-
utes each day throughout the year to keep
fit and — funeral services were held from
the home. . . . William Le Baron has re-

turned to the Coast with 20 manuscripts
and lots of enthusiasm. . . . Bill Beaudine
will be retained by Universal to direct two
more pictures the first of which is “Home
James” with Laura La Plante. . . . Hal
Roach has returned from two weeks with
the United States army in the East where
he had a job as major in the signal corps.

. . . Rex Lease has been selected by M-G-
M to play a big role in “The Texas
Ranger.”

—HODGES.

Warner Theatre to Be
Completed About Jan. 1

(Special to the Herald)

HOLLYWOOD, Nov. L— With the
completion of Warner Brothers’ theatre,
at Hollywood boulevard and Wilcox
avenues, about January 1, Hollywood
will have 20 theatres with a total seating
capacity of about 25,000. Of these the-
atres four are devoted to legitimate
drama and 16 to motion pictures, three
of the latter being first run houses.

It is estimated that more than 70,000
persons from all parts of the city at-
tend the shows of Hollywood each week.
Five hundred thousand persons have en-
tered Grauman’s new Chinese theatre in
the 22 weeks it has been running.

Grainger , of Fox , Begins
Big T our to Boost Sales

(Special to the Herald)

NEW YORK, Nov. 1.— James R.
Grainger, general salesmanager of Fox
has left for Washington, D. C., on the
first leg of a six weeks’ tour of exchange
centers to intensify a nine weeks’ sales
drive. His itinerary then calls for visits
to Cincinnati, Indianapolis, St. Louis, Kan-
sas City, Des Moines, Omaha, Salt Lake
City and Los Angeles.

MOLE

HE 8191

RICHARDSON, INC

The Mark

of Progress

STUDIO ELECTRICAL EQUIPMENT

6310 SANTA MONICA BLVD., HOLLYWOOD, CALIF.

20,000 Square Feet of
Stage Space Added to
Educational Studios

(Special to the Herald)

HOLLYWOOD, Nov. 1.— Education-
al’s large new stage has been completed,
adding 20,000 square feet of stage space
to this comedy lot. The new structure
was formally christened last week by
Lupino Lane and his new director,
Henry W. George.

Extensive alterations have been ef-
fected in the arrangements of the
grounds and executive office buildings.
The Educational executive offices have
been moved forward to the sidewalk and
a nine foot stucco fence erected along
the entire Santa Monica boulevard front-
age of the studio grounds.

A block of dressing rooms has been
moved to a new location and the space
formerly occupied by this building has
been landscaped and seeded. An at-
tractive garden will occupy this space,
which will be used as a location for the
various producing companies.

Theatre Loses $200 in

Series of Robberies

(Special to the Herald)

SHELTON, WASH., Nov. 1.— A series
of robberies in this vicinity last week
included the Graham theatre, where
thieves escaped with $200.

WILLIAM

NIGH

DIRECTOR

“THE FIRE
BRIGADE”

“MR. WU”

“THE

TEXAS

RANGER”

Alfred E. Green

DIRECTOR OF WILLIAM FOX PICTURES

Just Finished

Olive Borden

in

“COME TO MY HOUSE ”

With Antonio Moreno

20

STUDIO SECTION OF

November 5, 1927

“ The

Rejuvenation

of

Aunt Mary”

“ The

Rush Hour ”

“The Girl
in the
Pullman”

HARRISON

FORD

IN

DeMILLE

PICTURES

Michael Curtiz

director

JUST COMPLETED—

“Good Time Charley,” with
Helene Costello, Warner Oland,
Clyde Cook

PREPARING—

“Tenderloin,” Starring
Dolores Costello

LOU SEILER

Director of

TOM MIX

in

“Outlaws of Red River”
“Great K&A Train Robbery”
“No Man’s Gold”

“Tumbling River”

“Wolf Fangs”

Starring “Thunder”

Fox Release

Smiling Through

“ •* ~mmmBy Rufus McCosh — ~

TV/fY wife, Patsy Brunner that was, has
been gettin’ on my nerves lately.
She is a good wife, none better, and I
love her. I know that, but there’s times
when I just can’t like her.

A publicity and exploitation agent in
Hollywood has certain obligations and
owes something to his clients.

I gotta be thinkin’ up things for my
clients to have done, not excuses for
things I’m supposed to have done,
whether I’ve done them or not. And
not to have any excuse at all, don’t help.
I tried that once! Also I tells her that
these actresses is our bread and butter,
and she says she’s had all the bread and
butter she wants. What she wants is a
plank steak at the Montmarte, or Henry’s
or some place she suspects but don’t
know.

* * *

So one day when she gets an offer
from a San Francisco stock company I
tells her it’ll be impossible for me to go
with her, as my work compels me to be
on the job every minute.

“How about the week you spent in
jail, you and that hussy, for speedin’?”
she asks, “and that time you flew to
Catalina, and don’t get back for two
days?”

Anyhow she goes to Frisco, and I
don’t go home for a week!

Then one morning I wakes up in a
hotel in San Diego. Tom Handy, the
director, is with me, and as soon as I
wakes up I know I ain’t happy. Then I
remember why. I looks at myself in
the glass. It ain’t so good. That Tia
Juana stuff is worse than any Holly-
wood bootlegger would dare sell.

I goes over and wakes up Tom and
he looks at me.

“Cheer up,” he says, “Has Jack Sul-
livan called up yet?”

“What’s that got to do with it?” I
asks.

“Don’t you remember him?” asks Tom.

“Sure,” I says, “who is he?”

“He’s gonna be our meal ticket,” says
Tom. “I thought you was mixin’ ’em
too much, last night.”

“All right, all right,” I says, “who is
he?”

“He’s the guy that brought us from
Tia Juana in his car last night, and who
is gonna pay our bill here and drive us
to Hollywood, in returns for you intro-
ducing him to Jesse Lasky, Joe Schenck
and Louie Mayer, and a few others,
like you promised. He don’t know about
the hotel bill, yet, but he will. You
was sure going good last night, Benny,”
Tom says.

^

“What’s the big idea?” I asks.

“I told you to lay off them fancy mix-
tures,” says Tom. “The idea is that this
bird is gonna start a race track and he
wants to interest some of our prominent
Hollywood people, which you tell him is
your little playmates. I’m waiting to
see you make good, Benny,” he says,
“that’s where the big laugh is gonna be
for me.”

“Aw, shut up,” I says, “maybe he don’t
remember, either. Anyhow, auto races
is passe. Airplanes is the thing now.”

“Dogs, Benny, dogs,” says Tom, “whip-
pets— greyhounds — ”

“Oh,” I says, “what for?”

“Don’t you ever read the papers,
Benny? Dog racin’ is the latest thing.
Jack says that they’s a dozen tracks in
Chicago, all payin’ good money, and

November 5, 1927

EXHIBITORS HERALD

21

from the way you talked last night, you
had a kennel full of dogs.”

He knows I’m married and that my
wife is well fixed. It seems that I had
to tell that, too. And he looks mean
enough to spill the whole work to Patsy,
if I don’t come across or make good on
my promise to get my friends to take
stock in his proposition. I can’t tell
him that my recommendations would be
the last thing my friends would invest
money on, if they had any money, and
I can’t think up no way to get Patsy
to give me any such amount without
spilling the whole thing myself. I need
quiet to think up something and this
guy talks all the way, and what his 1923
flivver does to my stomach is nobody’s
business.

* * *

Anyhow we gets to Hollywood at last,
about nine o’clock in the evening, and
stops at my office for a wash-up and a
few snifters. Then I feels better phys-
ically, but my mind ain’t so easy.

We goes over to Henry’s for dinner,
Sullivan, being still willing to pay the
bills, and just gets seated at a table in
the back when I sees Patsy walk in!

She sets down at a table up front.
Also she spots me, and I goes up to her
to keep her from coming back to us. I
gotta lot of important explainin’ to do
and I don’t want to have any audience
who has been with me any time this
last week.

“Well,” she says, “so you’re here! I
just got back from Frisco this evening,
on the daylight express, and I couldn’t
reach you at the office or at home,” she
says. “Where has you been?” she asks.
“The play was a flop,” she says. “We
closed last night. Didn’t you get my
wire? Where was you?”

“Lissen, sweetheart,” I says, “I’ve been
busy. I’m promotin’ a new company. A
track for dog races. It’s the latest craze,”
I says, “We oughta clean up big on
this. I put you down for one grand.
It’ll probably make you independent
rich,” I says.

“Yeh,” she says, “I’m independent
enough now,” she says. “And I tell you
one thing, Benny Price. I didn’t get that
way investing in no wild cats.”

“Dogs,” I says, “not cats.”

“And furthermore,” she says, “you or
nobody else ain’t puttin’ me down for
anything I ain’t even been told of.”

“All right,” I says, “you’re missin’ the
chance of a lifetime, but we’ll put $200
in it, anyhow. I practically promised
that.”

“We’ll put $200 in?” she says. “Has
you got that much cash, all at once?”

“To tell the truth,” I says, “this last
week has been very expensive, with the
entertaining I have been obliged to do
and all, and I was just goin’ to ask
you — ”

“I thought you was, Benny,” she says.
“Who is back of all this?”

“A very big Chicago financier,” I says,
“Mr. Jack Sullivan.”

“Jack Sullivan?” she says. “Let me
see.”

She gets up and starts back for the
table where Tom Handy and this Sul-
livan is at. Just then he turns around
and see Patsy and if ever I sees a man
look scared it was him. Patsy marched
right up to the table.

“Jack Sullivan?” she says, right out
loud, “Jack Sullivan! I heard last week
in Frisco that you had took that name,
Mike Dugan, but I didn’t expect to run
into you so soon. What’s the game now?
What are you trying to get my husband
into?”

* * *

He kinda braces up.

“No game at all,” he says, “a perfectly
legitimate proposition,” be says. “And
I ain’t trying to get him into nothing.
These men has borrowed $200 from me
and I’ve got their I. O. U.’s for it.”

“Give them I. O. U.’s to me,” says
Patsy, “give ’em to me, you hear. Or
do you want to explain to the police
what you done with the money you
skipped outa Toledo with one night when
you was managin’ the old ‘Ginger Girls’
company, leavin’ us all flat,” she says.

He handed our I. O. U.’s over and
done an exit that would have made his
fortune on any lot in Hollywood.

And it was all I could do to keep from
following him. It was my turn next!

JULES

WHITE

Director

EDUCATIONAL

PICTURES

ARTHUR STONE

FIRST NATIONAL STUDIOS

“THE VALLEY OF

THE GIANTS”

Albert Rogell Smilin’ Through

“The Shepherd Of The Hills”

J§-

THE Special Of the Year

Charles R. Rogers-First National

' 1

At Inspiration Point, Utah, 1 1,250 Feet Toward Heaven Working with

Alec Francis, Molly O’Day, John Boles, Matthew Betz, Otis Harlan,

JpM

Marian Douglas, Romaine Fielding and Others to Film the Most Beautiful

J- :m

Most Stirringly Inspiring Picture of the Season.

ALBERT ROGELL

m

22

STUDIO SECTION OF

November 5, 1927

WHEN YOU LAUGH WITH

Marion Davies

in

“The Fair Co-ed”

THINK OF

AL BOASBERG, who did the comedy construction.

NOW AT M'G-M FOR ANOTHER

MARIE PREVOST

DeMille Star Now Appearing in

“A BLONDE FOR A NIGHT”

DIRECTED BY E. MASON HOPPER — PATHE-DEMILLE

AL MARTIN

JUST FINISHED TITLING
“ Jake the Plumber ” — F B O

“ Devil Dogs” — State Rights

ALSO NUMEROUS SHORT REEL COMEDIES

LOCATION CAMPS DE LUXE

EVERY CONVENIENCE OF A MODERN APARTMENT

W. L. ANDERSON

ANDERSON BOARDING AND SUPPLY CO.

1041 McCADDEN PLACE LOS ANGELES

NEW PHONE — GLADSTONE 0782

Expenditure of Four
Million Dollars Planned
By uBig Four” Firms

( Continued from page 7)

Western, and “Abie’s Irish Rose” are
scheduled to start.

Jannings Completes “Road to Glory”

Emil Jannings is about through with
“The Road to Glory” and Paramount is
seeking a better title for the picture.
Work was held up on the Fields-Conklin
comedy, due to an accident to W. C.
Fields.

F B O has a heavy production sched-
ule to meet in November, with six pic-
tures in work. Leo Meehan has started
filming Temple Bailey’s new novel,
“Wall Flowers,” with Hugh Trevor and
Mabel Julienne Scott featured; Ralph
Ince is producing “Chicago After Mid-
night”; Buzz Barton is starred in “The
Fighting Red Head”; Robert DeLacy is
directing Tom Tyler in a Western;
“Fangs of the Wild,” with Ranger the
Dog starred, and “Alexander the Great,”
a screen play from H. C. Witwer’s short
story, are others being filmed.

The six productions now in work at
Warner Brothers represent the last half
of that company’s 1927-28 program.
Archie Mayo is directing Irene Rich in
“Beware of Married Men”; May McAvoy
is appearing in “The Little Snob,” a
John Adolphi production; Ross Leder-
man is handling the megaphone on “A
Race for Life” with Rin-Tin-Tin.

Henry Lehrman is directing “In Name
Only” with an all star cast; Monte Blue
is starred in “Across the Atlantic,” an
aviation story directed by Howard
Bretherton, while Lloyd Bacon started
directing this week “The Lion and the
Mouse,” a Vitaphone production.

At the DeMille plant four pictures are
being filmed and others in preparation
for winter release. “Chicago,” adapted
from the stage play, is nearing comple-
tion under Frank Urson’s direction.
“Stand and Deliver” is the name of Don-
ald Crisp’s newest opus starring Rod
LaRocque. Rupert Julian is directing
“The Leopard Lady,” which will pre-
sent Jacqueline Logan on the screen in
the stellar role, and “The Blue Dan-
ube,” starring Leatrice Joy, is Paul
Sloane’s latest.

Alfred Green Back from Catalina

The Fox stages are once more busy
with seven companies hitting on all six
cylinders. Alfred Green and his com-
pany have returned from Catalina Island
and are now working on interiors for
“Come to My House.” Olive Borden,
Antonio Moreno and Cornelius Keefe
are the principals in the cast. Frank
Borzage is shooting “Lady Cristilinda”
with Janet Gaynor and Charles Farrell
teamed again. “Silk Legs” is the unique
title of Arthur Rosson’s latest, starring
Madge Bellamy, a story by Frances
Agnew.

Benny Stoloff is directing Tom Mix
in “Horseman of the Plains”; Dave But-
ler’s next Fox feature will be “Pig Skin”
another college story; and Jack Blystone
is directing a “Maizie” story as yet un-
titled, with George O’Brien and Lois
Moran. Charles Clark is cameraman.

Griffith Completing Film

Two unusual productions are being
filmed at United Artists studios. — D. W.
Griffith’s first with that organization,
“The Drums of Love,” and “Tempest”
with John Barrymore. Griffith expects
to finish his picture within a few days.
“Tempest” is a story of the Russian
revolution and Barrymore has 150 Cos-

November 5, 1927

EXHIBITORS HERALD

23

sacks on a continual payroll for the( pic-
ture. “Sadie Thompson” and “The
Garden of Eden” are now being cut.

Another United Artists production
that has just been completed is “Ro-
mona” Starring Del Rio, produced by
Inspiration-Carewe pictures.

The comedy companies have been un-
usually busy this season and several lots
have added additional directors. Educa-
tional studio has more directors work-
ing than at any time since its comedy
units started working two years ago at
the big plant on Santa Monica boule-
vard. The roster includes the following
directors: Norman Taurog, Stephen

Roberts, Charles Lamont, H. L. Muller,
Jules White, Harry Sweet, Zion Myers
and Henry G. George.

Roberts Directing Davis

Taurog is directing Lloyd Hamilton
in the fourth of eight two reelers he
will make this year; Roberts is direct-
ing George Davis in a Mermaid Com-
edy; Charles Lamont has Dorothy
Devore in a circus picture, and the
Charles Bowers comedy unit is under
way with H. L. Muller directing. Holly-
wood is interested in the results of “The
Wizard of Long Island,” as Bowers is
known in the East. Harry Sweet has
left the Cameo comedies to direct a
Mermaid featuring Jerry Drew. Jules
White, and Zion Myers are both mak-
ing Cameo comedies.

Stern Brothers have three companies
at work at their studio on Sunset boule-

Mark

Sandrich

DIRECTOR

Coming Releases !

“Some Scout”
with

Lupino Lane

“Hello Sailor”
with

Lupino Lane

“Sword Points”
with

Lupino Lane

Now Directing

Jerry Drew
in a

Mermaid Comedy
for

Educational

vard. Gus Meins is making “Keeping
Up With the Joneses” series; Francis
Corby is directing “The Newlyweds”
and Samuel Newfield is making “Let
George Do It.”

At Christie studios four of the six
stars making Paramount-Christie com-
dies are hard at work. Bobby Vernon,
Billy Dooley, Jack Duffy and Jimmie
Adams are the four. Vernon is making
“Splash Yourself,” Dooley is racing
through the streets filming “Dizzy
Sights;” Jack Duffy is appearing in
“Nifty Nags” while Timmy Adams is
using Mt. Whitney, the highest moun-

tain in the United States, as a prop for
his comedy.

Paramount* s 6Krazy Kat9
Cartoons Heavily Booked

(Special to the Herald)

NEW YORK, Nov. 1.— Though the sea-
son is but three months old, the Para-
mount-Mintz series of 26 “Krazy Kat” one-
reel cartoons and 10 two-reel novelties has
been booked by the Stanley circuit, West
Coast Theatres, Wilrner and Vincent, Uni-
versal Theatre Chain, Saenger Theatres
and Publix.

Plaza Hotel

To Travelers This Emblem
Means Hotel Headquarters
In the Film Capital
of the World

The Hollywood Plaza is hotel headquarters in
Hollywood, California.

When on your next trip to Southern California,
make this famous hostelry your objective.

Situated in the heart of Hollywood, the hotel is
most centrally located for either pleasure, business or
shopping in Los Angeles.

Every room is a parlor during the day time — a

luxurious sleeping quarter at night. In-a-Door Beds
make this possible.

Strange people, exotic sights, theatres, and enter*
tainment are but a step away from the door of this
famous hostelry.

Write or wire us for reservations in advance.
Appoint this hotel now as your headquarters while
in Southern California.

HOLLYWOOD PLAZA HOTEL

Hollywood, Calif.

24

STUDIO SECTION OF

November 5, 1927

Jack

Mulhall

Just Finished the

Male Lead in

“Man

Crazy”

“LADIES
NIGHT
IN A

TURKISH

BATH”

NEXT

FIRST NATIONAL
PRODUCTION

GEORGE SIDNEY

Just Finished

“The Cohens and Kellys
in Paris”

Now back at FIRST NATIONAL doing
another one with my playmate, Charlie
Murray, with Mervyn LeRoy directing.

“■Longer and Louder Laughter”

THE LOBB Y ALBUM

Exhibitors requesting autographed photo-
graphs of stars are listed with names of
players below.

RENEE ADOREE — Ed Vig, Ideal theatre, Bel-
grade, Minn.

RENEE ADOREE — E. D. Muchow, Hub thea-
tre, Gaylord, Minn.

RENEE ADOREE — W. E. Sweatt, Brownville
theatre, Brownville, Ala.

RENEE ADOREE — A. Louis Ginsburg, Grand
theatre, Main & Smith, Paterson, N. J.

MARY ASTOR — Virginia Pollard, Auditorium
theatre, Nehawka, Nebr.

WALLACE BEERY— S. R. Cook, Althea thea-
tre, Dunseith, N. D.

WILLIAM BOYD — Virginia Pollard, Audi-
torium theatre, Nehawka, Nebr.

BETTY BRONSON— S. R. Cook, Althea theatre,
Dunseith, N. D.

LOUISE BROOKS — LJoyd Townsend, New
Piedmont theatre, Oakland, Calif.

LON CHANEY— M. J. Goldberg, Peralta thea-
tre, 112 Arbor Dr., Piedmont, Cal.

LON CHANEY — Ed Vig, Ideal theatre, Bel-
grade, Minn.

LON CHANEY — Lloyd Townser.'d, New Pied-
mont theatre, Oakland, Cal.

JUNIOR COGHLAN— S. R. Cook, Althea thea-
tre Dunseith, N. D.

JACKIE COOGAN— S. R. Cook, Althea theatre,
Dunseith, N. D.

JOAN CRAWFORD — Eg Vig, Ideal theatre,
Belgrade, Minn.

BEBE DANIELS — A. Louis Ginsberg, Grand
theatre, Main & Smith, Paterson, N. J.

BEBE DANIELS— Ronald E. Warren, Eagle
theatre, Lubec, Me.

BEBE DANIELS — George J. Kress, Hudson
theatre, Rochester, N. Y.

BEBE DANIELS— George E. Bullock, Freed-
man theatre. Forest City, Penn.

BEBE DANIELS — E. D. Muchow, Hub theatre,
Gaylord, Minn.

BEBE DANIELS— Dr. Syoyer, M. W. A.,
Soldier, Kansas.

BEBE DANIELS — R. Kuhn, Kuhn theatre,
Lebanon, Oregon.

BEBE DANIELS— W. E. Sweatt, Brownville
theatre, Brownville, Ala.

BEBE DANIELS — James Sears, Liberty theatre,
Humansville, Mo.

BEBE DANIELS — S. R. Cook, Althea theatre,
Dunseith, N. D.

ALICE DAY — Lloyd Townsend, New Piedmont
theatre, Oakland, Calif.

DOLORES DEL RIO — I. Wiernick, Strand the-
atre, Philadelphia, Penn.

REGINALD DENNY — S. R. Cook, Althea thea-
tre, Dunseith, N. D.

RICHARD DIX— C. A. Miller, Strand theatre,
Alma, Mich.

RICHARD DIX — Ronald E. Warren, Eagle thea-
tre, Lubec, Me.

RICHARD DIX — R. Kuhn, Kuhn theatre,
Lebanon, Ore.

BILLIE DOVE — Frank Stempski, Main theatre,
Hamilton, Ont., Canada.

BILLIE DOVE— Virginia Pollard, Auditorium
theatre, Nehawka, Neb.

BILLIE DOVE — Lloyd Townsend, New Pied-
mont theatre, Oakland, Calif.

BILLIE DOVE — E. D. Muchow, Hub theatre,
Gaylord, Minn.

BILLIE DOVE — John D. Orange, Walnut
Ridge, Arkansas.

BILLIE DOVE — James Sears, Liberty theatre,
Humansville, Mo.

BILLIE DOVE — F. C. Williams, Garden thea-
tre, Marion, Iowa.

CHARLES FARRELL — H. Ulman, Ulman’s
Opera House, Salisbury, Md.

“Studio Section,”

EXHIBITORS HERALD,

5617 Hollywood Blvd., Los Angeles, Cal.

GENTLEMEN :

I should like to receive an autographed

photo of - —

for placement in my “Lobby Album” of
stars whose pictures are especially popular
with my patrons.

(Exhibitor)

(Theatre)

(City)

(State)

November 5, 1927

EXHIBITORS HERALD

25

HARRISON FORD— L. R. Barhydt, G-B thea-
tres Corp., Springfield, Mass.

JOHN GILBERT — Virginia Pollard, Auditorium
theatre, Nehawka, Nebr.

JOHN GILBERT — Alburn Drace, Keytesville,
Miss.

LAWRENCE GRAY— S. R. Cook, Althea thea-
tre, Dunseith, N. D.

RAYMOND GRIFFITH— S. R. Cook, Althea
theatre, Dunseith, N. D.

WILLIAM HAINES — Lloyd Townsend, New
Piedmont theatre, Oakland, Calif.

WILLIAM HAINES — S. R. Cook, Althea thea-
tre, Dunseith, N. D.

RAYMOND HATTON— S. R. Cook, Althea the-
atre, Dunseith, N. D.

LLOYD HUGHES— Virginia Pollard, Audi-
torium theatre, Nehawka, Nebr.

LLOYD HUGHES — Lloyd Townsend, New
Piedmont theatre, Oakland, Calif.

BARBARA KENT — Lloyd Townsend, New Pied-
mont theatre, Oakland, Calif.

MARGARET LIVINGSTON— L. R. Barhydt,
G-B theatres Corp., Springfield, Mass.
HAROLD LLOYD — S. R. Cook, Althea theatre,
Dunseith, N. D.

REX LEASE — Helen Ulman, Opera House,
Salisbury, Md.

JACQUELINE LOGAN— James Sears, Liberty
theatre, Humansville, Mo.

JACQUELINE LOGAN— L. R. Barhydt, G-B
theatres Corp., Springfield, Mass.

THOMAS MEIGHAN — S. R. Cook, Althea the-
atre, Dunseith, N. D.

PATSY RUTH MILLER— G. A. McCune,
Union Hall, Cherryfield, Me.

TOM MIX — R. Kuhn, Kuhn theatre, Lebanon,
Ore.

TOM MIX — George E. Bullock, Freedman thea-
tre, Forest City, Penn.

COLLEEN MOORE — Frank Nicosia, Chili thea-
tre, Rochester, N. Y.

COLLEEN MOORE — A. Louis Ginsberg, Grand
theatre, Paterson, N. J.

JACK MULHALL — Virginia Pollard, Auditorium
theatre, Nehawka, Neb.

JACK MULHALL — L. R. Barhydt, G-B Thea-
tres Corp., Springfield, Mass.

RAMON NOVARRO — A. Louis Ginsberg, Grand
theatre, Main & Smith, Paterson, N. J.
SALLY O’NEIL — Ed Vig, Ideal theatre, Bel-
grade, Minn.

SALLY O’NEIL — W. E. Sweatt, Brownville,
theatre, Brownville, Ala.

FRANKLIN PANGBORN— L. R. Barhydt, G-B
Theatres Corp., Springfield, Mass.

MARIE PREVOST— L. R. Barhydt, G-B Thea-
tres Corp., Springfield, Mass.

MARY PICKFORD — Alburn Drace, Keytesville,
Miss.

ESTHER RALSTON— S. R. Cook, Althea thea-
tre, Dunseith, N. D.

VERA REYNOLDS— Virginia Pollard, Audi-
torium theatre, Nehawka, Nebr.

VERA REYNOLDS — E. D. Muchow, Hub thea-
tre, Gaylord, Minn.

IRENE RICH— G. A. McClure, Union Hall,
Cherryfield, Me.

JASON ROBARDS— L. R. Barhydt, G-B Thea-
tres Corp., Springfield, Mass.

NORMA SHEARER — Ronald E. Warren, Eagle
theatre, Lubec, Me.

NORMA SHEARER— R. Kuhn, Kuhn theatre,
Lebanon, Ore.

NORMA SHEARER— W. E. Sweatt, Brownville
theatre, Brownville, Ala.

NORMA SHEARER — James Sears, Liberty
theatre, Humansville, Mo.

GERTRUDE SHORT— L. R. Barhydt, G-B
Theatres Corp., Springfield, Mass.

GEORGE SIDNEY— L. R. Barhydt, G-B Thea-
tres Corp., Springfield, Mass.

ARTHUR STONE— L. R. Barhydt, G-B Thea-
tres Corp., Springfield, Mass.

GLORIA SWANSON— James Sears, Liberty
theatre, Humansville, Mo.

FRED THOMSON — Virginia Pollard, Audi-
torium theatre, Nehawka, Nebr.

FRED THOMSON— R. Kuhn, Kuhn theatre,
Lebanon, Ore.

TOM TYLER— L. R. Barhydt, G-B Theatres
Corp., Springfield, Mass.

ALBERTA VAUGHN— D. W. Hay, Piedmont
theatre. Piedmont, S. D.

LOIS WILSON— S. R. Cook, Althea theatre,
Dunseith, N. D.

ESTELLE TAYLOR—

Billy Marsh, Olympia, Portsmouth.

Mr. and Mrs. G. W. Yeaton, Yoka theatre,
Exter.

J. L. Thayer, Leddys theatre, Epping.

H. A. Hayward, Colonial, Nashua.

A, Leach, State theatre, Nashua.

E. R. Harper, Strand, Milford.

Mrs. G. M. Merchant, Lyric, Manchester.

A1 Couture, Star, Manchester.

Chas. J. Hohman, Globe, Manchester.

Mrs. F. K. Edmond, Empire, Mar.'chester.

Y. W. Smith, Crown theatre, Manchester.

Wm. Canning, Palace, Manchester.

Geo. Riel, Granite Square, Manchester.

J. A. Cloutier, Notre Dame, Manchester.

J. E. Charbonneau, Eagle theatre, Manchester.

E. G. Pollard, Star, New Market.

A. P. Stewart, Franklin theatre, Durham.

N. H. MacAlaster, Strand, Dover.

Mayer Peter M. Gagne, Strand, Somersworth.

F. A. Couture, Scenic theatre, Rochester.

A. M. Twombly, Opera House, Alton.

Dorothy Yost

F. B. O.

Now adapting

“The Devil's Trademark”

JOHN

FORD

Finishing

“GRANDMA

BERNLE

LEARNS

HER

LETTERS”

Fox Release

OLD MAN

MERVYN LeROY

NOW DIRECTING THOSE TWO YOUNGSTERS

Charlie Murray

and

George Sidney

IN A FIRST NATIONAL PRODUCTION

26

STUDIO SECTION OF

November 5, 1927

JACQUELINE LOGAN

DeMille Player

“King of Kings” “The Wise Wife”

Now making

“The Leopard Lady”

ALFRED A. COHN

FREE-LANCE WRITER
“The Cohens and Kellys
in Paris”

“The Jazz Singer”
“The Cat and the Canary”
“We Americans”

“The Last Warning”

5617 Hollywood Blvd., Hollywood

Stephen Roberts

DIRECTOR OF

“BATTER UP”

“KISS PAPA”
“WHO’S MY WIFE”

for Educational

M. A. Lynch, Bay View Pavilion, Alton Bay.
A. N. Sanborn, Opera House, Sanbornville.
Ernest L. Mason, Mason Hall, S. Tamworth.
L. C. Bolduc, Bijou, Conway.

A. S. Eastman, Masonic Hall, N. Conway.

J. F. Griffin, Opera House, Gorham.

E. O. Gilbert, Albert theatre, Berlin.

Guy C. LeveUle, Princess theatre, Berlin.

E. L. Dale, I. O. O. F. Hall, Milan.

C. R. West, Town Hall, Errol.

Frank W. Baldwin, Blue Bird, Pittsburgh.

A. W. Hughes, Halcyon theatre, Colebrook.

L. J. Barnett, Star, Groveton.

H. A. Graves, Opera House, Lancaster.

Mrs. C. E. Paro, Star theatre, Whitefield.

Mrs. E. D. Burtt, Corliss theatre, N. Wood-
stock.

E. B. Conant, Charkarchen Hall, Lincoln.

Mrs. Mary Eames, Empress theatre, Lisbon.

R. E. Henderson, Henderson theatre, Woods-
ville.

M. H. Randall, Alumni Hall, Haverhill.

Walter Young, Strand, Farmington.

Edw. Teuninck, Music Hall, Farmington'.

H. S. Bryant, Town Hall, Pike.

C W. Kemp, Town Hall, Warren.

Harry N. Colburn, Grange Hall, W. Rumney.
R. S. Wentworth, Music Hall, Plymouth.

Fred C. Blodgett, Lyric, Ashland.

E. M. Merryfield, Town Hall, Sandwich.

H. L. Davis, K. of P. Hall, Moultonboro.

C. H. Cram, Grange Hall, Center Harbor.

E. H. Kennedy, Opera House, Lakeport.

W. V. Buckley, Colonial, Laconia.

Mrs. N. M. Riva, Pastime, Tilton.

Mrs. Mary Bean, Pastime, Franklin.

Mr. and Mrs. L. W. Heath, Lyric, Bristol.

Mr. and Mrs. Chas. L. Beede, Beede theatre,
Enfield.

E. F. Shaughnessy, Park theatre, Lebanon.
Smith & Stern, Claremont theatre, Fremont.

H. V. Daley, Magnet, Claremont.

Willis Huntley, Town Hall, Charlestown.

A. C. Chadwick, Coniston theatre, Newport.
Reuben S. Moore, Bradford theatre, Bradford.
Mrs. Irene McAlpine, McAlpine theatre, Hen-
niker.

Dan Griffin, Columbia, Contoocook.

J. C. Lund, Capitol, Concord.

C. K. Conner, Star, Concord.

Mrs. J. M. Bean, Wonderland, Penacook.

Joe Slater, Opera House, Suncook.

W. A. Nichols, Majestic, Antrim.

W. J. Nichols, Gem theatre, Peterboro.

Mr. and Mrs. Chas. Beauregard, Town Hall,
Marlboro.

Fred Sharby, Sharby theatres, Keene.

O. D. Stone, Scenic theatre, Keene.

M. E. Partridge, Monadnock theatre, Winches-
ter.

W. W. Walker, Grange Hall, Hinsdale.

R W. Smith, Town Hall, Wilton.

J. W. Miller, Casino theatre, Narragansett,
Rhode Island.

The Town Where
Your Factories Are

( Continued from page 9)

. . The restaurant charging 10 cents

each for coffee, tea and milk, with “any-
thing else” listed at 50 cents. ...

The Hollywood- Plaza Hotel: Five

languages being spoken in the radio
room, to the tune of “She’s My Baby.

. . Manager Charles Danziger dis-

cussing human nature with Gene Adams,
vaudeville dwarf now in movies, and
Capt. Carrosella, tiger hunter. . . .

Over in a corner of the lobby there
meets the Hollywood Mystic 27, the-
atrical magicians engaged in mystifying
each other. ... A bejewelled woman
says that before she checks in she must
inspect the roof kennels, which are the
hotel’s pride, “for little Launcelot is
very sensitive and must have pleasant
surroundings.” . . . Jim Tully and

James Cruze, two ex-hoboes who have
found fame and power in Hollywood,
debating the merits of the oil paintings
in the lobby. ... In a corner, a
Spaniard, a Chinese, a Frenchman, an
Argentine and an Englishman — all drawn
here by the lure of pictures — find that
they agree about only one thing — that
Charlie Chaplin is indeed a reputed fel-
low. ... A farmer from the Middle
West complains to the hotel clerk that
the view from his room, combining ocean
and mountains, parks and cities, radio
stations and studios, is so “derned inter-

November 5, 1927

EXHIBITORS HERALD

27

esting” that he watches it too late and
isn’t getting enough sleep. . . .

Enterntainment : Hollywood Bowl,

where vast crowds of people seek re-
lief from an industrial age by sitting be-
neath the starlit sky and listening to
music. . . . The alligator farm, where

hardboiled attendants slyly kick indiffer-
ent alligators into snapping, to give tour-
ing school teachers the thrill they ex-
pect. . . . The ostrich farm, where

one is made thoughtful by learning that
a bird unfaithful to its mate is kicked to
death by the others. . . . The beaches,
where waves and peanuts and curved
legs and laughter and the calls of bally-
hoo men merge into one holiday feel-
ing. . . . Theatres, breath-taking in

their palatial magnificence, where you
sit and overhear cutters, film editors,
title writers, scenarists, actors and prop
boys telling what’s wrong with the pic-
ture. . . .

Studio News for Your
Programs and Dailies

( Continued from page 18)

in which he is said to reach the heights
of despicableness.

* * *

Harry Langdon’s new picture for
First National was originally called
“The 19th Hole” but now it has been
retitled “The Chaser.” How appropri-
ate to follow “The Nineteenth Hole” with
a “chaser.”

* * *

Peter Mole, Jr., president of Mole-
Richardson Inc., and designer of the
new incandescent studio light, has com-
pleted a contract with Christie studios
whereby many of the scenes for “Tillie’s
Punctured Romance” will be filmed with
the new Mole lights. The comedy com-
pany is working in a large tent near
Sunset boulevard.

* * *

Ewart Adamson, author and scenarist,
has been engaged by Mack Sennett to
write a feature length comedy for
Johnny Burke. The story is based on a
monologue that Burke delivered on a
recent vaudeville tour.

* * *

Edward J. Montague, scenario editor
in chief for Universal, has returned to
the Coast from New York where he
negotiated for the purchase of five out-
standing stage plays.

* * *

Frances Agnew wrote the continuity
for “Free and Easy” the Fox production
of two hosiery drummers, now being
filmed under the direction of Arthur
Rosson. James Hall has the leading
male role. Andrew Rice, well known
playwright and vaudeville author, is do-
ing the comedy scenes.

* * *

Slone and Bride “At Home ”

Arthur Stone and bride have returned
from their combined honeymoon — loca-
tion trip among the big trees of Hum-
boldt County, Cal. The couple left in
August with the Milton Sills company
making “The Valley of the Giants,” in
which Stone plays a comedy supporting
role. Mrs. Stone, the former Dorothy
Westmore, does not appear in the pic-
ture.

* * *

Alan Crosland has started work on
“Glorious Betsy” at Warner Brothers a
historical drama of the Napoleonic era.
Conrad Nagel and John Miljan appear
opposite Dolores Costello.

“a LEO MEEHAN

Production”

— the guarantee of satisfied
audiences , and a profit to
the Exhibitor — -

Laddie

The Magic Garden

The Devil’s Trademark

Wallflowers

Little Yellow House

Freckles

Keeper of the Bees
Judgment of the Hills
The Harvester
Little Mickey Grogan
Mother

Directed and produced by

LEO MEEHAN

Distributed by F B O

“Ask the man who runs ’em”

GEORGE

MELFORD

DIRECTOR

“A MAN’S PAST”

Starring CONRAD VEIDT

“FREEDOM OF
THE PRESS”

BOTH FOR UNIVERSAL

CHARLES

LAMONT

DIRECTOR OF

“Big Boy” Comedies

Lupine Lane Comedies

Dorothy Devore Comedies

Tuxedo Comedies

Mermaid Comedies

FOR EDUCATIONAL

28

STUDIO SECTION OF

November 5, 1927

CHARLES (Chuck) RIESNER

Director

“BETTER ’OLE”

“THE MISSING LINK”

“WHAT EVERY GIRL SHOULD
KNOW”

Warner Brothers Releases
Now Directing Buster Keaton In

“STEAMBOAT BILL”

Day and Night

HE 5606

ALPHA

FLORAL

SHOP

“HER WILD OAT”

Colleen Moore
First National

5566 Hollywood Blvd.
Los Angeles, Cal.

Robinson Rejoins Chaplin

(Special to the Herald)

HOLLYWOOD, Oct. 25. — Carlyle
Robinson, who was for five years, up
to 1922, director of publicity of the
Charles Chaplin Studios, has resumed
that post, following the resignation of
Edward Manson, who had in turn held
the position for five years.

Mort Shaw with Soman

(Special to the Herald)

NEW YORK, Nov. 1. — Mort Shaw,
who has been with independent pro-
ducers for the last three years as pub-
licist and title writer, is now asso-
ciated with Lester Soman, of Screen
Announcements, producers of specialty
reels.

They Understand
Showmanship

Maine abounds with good showmen.
Here are (left) R. G. Dam, owner of
the Priscilla theatre at Lewistown,
and George W. Moulton of the
Dreamland at Livermore Falls.
(Photos by H.E.N)

Paramount Gets
Ruth Elder Films
From the Azores

Paramount News showed enterprise in
the handling of news pictures of Ruth El-
der, transatlantic flier, at Horta in the
Azores. The President Wilson traveled
far off its course to pick up the pictures at
the Azores. Emanuel Cohen, Paramount
News editor, made arrangements with the
Cosulich steamship line for the taking up
of the reels by the liner.

November 5, 1927

EXHIBITORS HERALD

29

Camera!

A Department Devoted to News and Affairs of
the American Society of Cinematographers and Its
Members, Published as a “Studio Section” Feature.

“Two Arabian Knights ”
Moves into the Rivoli

(Special to the Herald)

NEW YORK, Nov. 1.— “Two Arabian
Knights” has been moved from the Para-
mount theatre into the United Artists
Rivoli. The facade of the Rivoli has been
cleaned and an electric sign with the words
“United Artists” has been added.

Interesting Developments in
Cinematography Seen

By S. E. SNYDER

Helene Costello III

(Special to the Herald)

HOLLYWOOD, Nov. 1.— Helene Cos-
tello was stricken with influenza yesterday
as she was about to begin work on a new
picture.

FIRST Vice President John W. Boyle, of the A. S. C., makes this con-
tribution to the optimistic side of motion picture comment. Mr. Boyle
is a charter member of the A. S. C. and is attached to the cinemato-
graphic department of the Mack Sennett Studios :

“THOSE who have followed the for-
* tunes of things cinematographic and
especially the fortunes of the A. S. C. are
in for some interesting developments in
the near future.

“The photographic department of motion
pictures is rapidly coming into the lime-
light of importance in the great scheme of
production and, while this department has
already been credited with the greatest ad-
vance in cinematic evolution, the greater
and more revolutionary improvements are
yet to be gazetted.

“The amount of individual research now
going on is amazing to one who is in a
position to know the extent of it. The
cameraman is the pioneer researcher of
the industry. It was his recognition of the
need of better methods and his demand
for improved tools and materials to work
with that has brought about perfected
cameras of today, improved films, lenses
and lighting, and all these have in turn
had their good influence on every branch
of the industry.

“If the cameraman has needed anything
that could not be obtained in the market
he retired to his private workshop and
built it himself and this is going on now
just as it did in the old days of Selig,
Essanay, Kalem, Balboa, etc.

“This does not take away any of the
credit and glory that rightfully belong to
Mitchell, Bell & Howell, Debrie, Akeley,
Pathe, Zeiss, Goerz, Cooper Hewitt, Creco,
De Vry, Hoefner, Eastman, Dupont, Mole
& Richardson and the many others who,
in all lines, are spending millions that the
cinema may approximate perfection. On
the contrary it enhances the value of all
these contributors to the advancement of
the cinematographic art for it shouts from

the housetops the alertness and ingenuity
with which they recognized the needs of
the cinematographer and set to work to
meet them.

“But the cameraman, while quick to
adopt an improvement has not been con-
tent to sit down and ‘let George do it.’ He
has, on the other hand, been spurred to
new and greater efforts and this reaction
is the cause of the feverish enthusiasm for
research remarked by those in the inner
councils of the A. S. C. It is upon the
apparent results of this research, individual
and collective, that the writer predicts the
forecast that the cinematic world will, in
the not distant future, be startled by a
series of discoveries and inventions that
will be as remarkable in their way as any-
thing that has yet been achieved in the
building of instruments and electrical ap-
pliances, in the manufacture of films and
emulsions, lenses, projectors, etc., etc.

“Not only is it true, as Roy McCardell
says, that : ‘The world do movie,’ but also
that the movies move and with them moves
the world. It would be a bit premature
to mention specifically the work now in
hand by the different members of the A.
S. C., but the purpose of this article is to
pass on to the various elements of the in-
dustry the encouraging news that the pho-
tographic department is up and coming
with great achievements, soon to be a fact,
which should react with constructive ef-
fect upon the entire motion picture world.”

“ Outcast Souls” Dec. 15

(Special to the Herald)

NEW YORK, Nov. 1. — “Outcast Souls,”
a Sterling production, will be released
December 15.

PHOTOGRAPHY

BY

KARL STRUSS
“BEN-HUR”
“FOREVER AFTER”
“SUNRISE”

Now with D. W. Griffith Making
a Spanish Romance for
United Artists

George Folsey

Cinematographer

“LADIES AT PLAY”

“ORCHIDS AND
ERMINE”

“SEE YOU IN JAIL”
‘‘NAUGHTY BUT NICE”
“AMERICAN BEAUTY”
“NO PLACE TO GO”

DANIEL B.
CLARK
a. s. c.

Cincnatographtr

Tom Mix
Productions

R. J.

BERGQUIST

Cinematographer

' “SANDY”

“WOMAN

POWER”

“ONE

INCREASING

PURPOSE”

Fox Release

DAVID ABEL

A. S. C.

“DEARIE”

with Irene Rich

“THE FORBIDDEN
WOMAN”

“STAND AND
DELIVER”

A De Mille Production

30

STUDIO SECTION OF

November 5, 1927

Do They Cost Too Much?

( Continued from page 10)

movie will interest them all, and no one
part of any movie will interest them all
- — but some part of each commercially
and artistically successful movie must
give each and every one of them an
emotional reaction which is genuine and
sincere.

To accomplish this, the makers of pic-
tures must know human nature. They
must strive for human qualities as they
now strive for technique. They must
let technique be the handmaiden of
humanity, and not the reverse. We, as
human beings, are not yet robots, or
mechanical toys. We have only a sci-

Nick

Musuraca
A. S. C.

Cinematographer

“Desert Pilot’

“Red Riders
of Canada”

“Phantom of
Range”

F B O Studios

Charles Van Enger

A.S.C.

CINEMATOGRAPHER

“SEA TIGER”

Milton Sills

“THE SILENT LOVER”
“EASY PICKINGS”
“FRAMED”

“SMILE, BROTHER SMILE”
“LIFE OF RILEY”

FIRST NATIONAL

CHAS. G. CLARKE— A. S. C.

PHOTOGRAPHER

“RED” GRANGE’S “ONE MINUTE TO PLAY”
“THE RACING ROMEO” — F B O
“GOING CROOKED” — FOX — “UPSTREAM”
“GRANDMA BERNLE” — Fox

entific interest in robots, but we have an
insatiable interest in human beings of
all kinds. I read the other day of a
professor of mathematics at Boston
“Tech” who had invented a marvelous
mechanical brain. But if you were to
choose, for your own possession, that
great mechanical masterpiece, or my
newest baby — just home from the hos-
pital a few days — I venture the baby
would win in 10 seconds, or less!

A truly great studio, like a truly great
art gallery, must be filled with the souls
of men who know the souls of men.
No matter how ornate its gates may be, no
matter how complete its equipment, no
matter how many millions of wealth it
may possess, it has about the same value
as a barn, unless it turns out films that
not only portray life, but portray the
sort of life which the great majority of
people try to live and wish to live.

A hundred thousand people recently
gathered in Chicago to see a prize fight.
They did not go to see who would win a
million of the money they poured into
the coffers at the gates. Neither did
they go to see two men bruise and draw
blood, one from the other. They went
to see two young giants, who had worked
strenuously to perfect themselves for a
battle which took courage, and endur-
ance, and knowledge of human reactions,
test their bodies and souls and brains
to the utmost for the title of perfection
in the science of self-defense. This sort
of thing always appeals to the Amer-
ican people and, in one form or another,
to all nations and races of the earth.
It is a healthy, solid mass reaction. In
this business of providing entertainment
for the masses, we must know these mass
reactions and appeal to them.

Otherwise, we may as well throw the
millions we are investing in motion pic-
tures into the ash cans of Hollywood.
No camera trick, no makeup trick, no
magnificent set covering even a city
square, no art of the director or of the
actor, no dollar of the producer’s money,
is worth one S-cent piece unless it is
deliberately and sincerely and honestly
calculated to appeal to the humanness
of people.

A few days ago I saw a preview of
what I believe is one of the finest pic-
tures ever made. It cost more than two
million dollars. In my opinion this is a
million more than it could have been
made for. But despite this, it has these

BARNEY

McGILL

Cinematographer

“ WHAT
PRICE
GLORY?”

FOX

“ Desired

Woman”
MICHAEL CURTIZ

“ College
Widow”

ARCHIE MAYO
“ Good Time
Charley”

MICHAEL CURTIZ
WARNER BROS.

qualities which I believe are necessary,
and there is little doubt but that the
public will pay back the investment and
a profit. When all pictures are made
with this idea in view, the costs will
find their proper level automatically.
Then the bankers, the producers, the ex-
hibitors and the public all will be satis-
fied with the world’s most popular form
of entertainment. And there will be less
need of censorship, less need of such
ponderous societies as the Motion Pic-
ture Academy of Arts and Sciences in
Hollywood, less need of luxury and lav-
ishness in production and exhibition. We
will have good movies, priced right to
the public, at a reasonable profit to all
who invest their hard-earned dollars into
this vast business of entertaining the
wide world.

J. M. Stahl Joins
Tiffany, Purchase
Fine Arts Studio

(Special to the Herald)

HOLLYWOOD, Nov. 1.— John M. Stahl,
one of Hollywood’s best known and most
successful producers and directors, has
aligned himself with L. A. Young and
M. H. Hoffman, and becomes one of the
owners of Tiffany-Stahl Productions, Inc.
Mr. Stahl was formerly a director with
Metro-Goldwyn-Mayer, and will be in com-
plete charge of production and also vice
president of the newly organized company.
Mr. Young is president and M. H. Hoff-
man, vice president and general manager.

The Tiffany-Stahl company has just com-
pleted negotiations for the purchase of the
Fine Arts studios and plans to produce
on a large scale next year. A $15,000,000
budget has been appropriated for the
coming season’s program.

The Tiffany-Stahl Productions, following
the amalgamation with Mr. Stahl, signed
seven well known directors, Marcel De
Sano, George Archainbaud, Christy Ca-
banne, A1 Rabock, Phil Rosen, Louis B.
Gasnier, and King Baggot. The following
writers have also been engaged : Peter
Milne, John F. Natteford, Olga Printzlau,
Gertrude Orr and Frances Hyland, with
Albert Shelby LeVine in charge.

Tiffany-Stahl has its own exchanges
throughout the country and Mr. Hoffman
states the firm is now negotiating for the
services of many big stars.

LEONARD SMITH

CINEMATOGRAPHER

“AT EASE” — Lloyd Hamilton. “UP IN ARMS” —
Dorothy Devore. “KILTIES” — Dorothy Devore.
“COUNTRY GIRL” — Dorothy Devore
Directed by Norman Taurog
EDUCATIONAL RELEASE

November 5, 1927

EXHIBITORS HERALD

31

Exhibitors Herald Production

Directory

Chicago Office: 407 So. Dearborn St.

A Monthly Service Devoted
to Stars, Directors, Scena-
rists and Cameramen at
Work Upon Pictures in
Current Production.

fjj Hollywood Representatives:
Ray Murray,

Douglas Hodges.

New York Representative:
John Spargo.

Story

Director

Star

Scenarist

Cameraman

Brand Name

Starting

ASSOCIATED STUDIOS.

3800 Mission road.

CA-2120

NO PRODUCTION THIS MONTH

CALIFORNIA STUDIO. 1420 Beachwood avenue. HE-2111

“Casey Jones1

Charles Hunt All Star

Arthur Hoerl Hap de Pew Trem Carr Prod. Oct. 18

CHADWICK STUDIOS. 1440 Gower street. HE-4111

NO PRODUCTION THIS MONTH

CHARLES CHAPLIN STUDIO. 1416 North LeBrea avenue. HE-2141

“The Circus”

Chas. Chaplin Chas. Chaplin

Merna Kennedy

J. Wilson United Artists Jan. 1926

M. Marlatt

CHRISTIE STUDIO. 6101 Sunset boulevard. HE-3111

“Tillie’s Punctured
Romance”
Untitled

Untitled

Eddie Sutherland
Harold Beaudine
Wm. Watson

Fields-Conklin-
Fazenda
Jimmie Adams

Jack Duffy

Monte Brice Chas. Boyle Oct. 17

Keene Thompson

Frank Conklin Peterson & Sullivan Jimmie Adams Oct. 17

Comedy

Alex Phillips Christie Comedy Preparing

Alfred Jacquemin

COLUMBIA STUDIOS. 1438 Gower street. HO-7940

“Stage Kisses”
“Opening Night'

Albert Kelly
E. H. Griffith

H. Chadwick Dorothy Howell Joe Waulker

Kenneth Harlan

John Bowers E. H. Griffith Ray June

Claire Windsor

“Perfect 30” Oct. 12

“Perfect 30” Oct. 3

DeMILLE STUDIO.

Culver City, Cal.

EM-9141

“Chicago”

“Stand and Deliver”

Frank Urson

Phyllis Haver

Lenore Coffee

Pev. Marley

Pathe

Sept. 20

Donald Crisp

Rod LaRocque

Sada Cowan

Dave Able

DeMille

Oct. 17

“Leopard Lady”

Rupert Julian

Jacqueline Logan

Clara Beranger

John Mescall

DeMille

Sept. 14

“Blue Danube”

Paul Sloane

Leatrice Joy

Paul Sloane

John Farrow

Art Miller

DeMille

Oct. 24

“Walking Back”

Wm. K. Howard

Vera Reynolds

Douglas Doty

DeMille

Preparing

MR UNITED STUDIOS,

Inc. ±

M. C. Levee, President

100,000 square feet of props, garnered Let us supply the props for wfllr

from the four corners of the globe. your next production.

i UNITED STUDIOS, Inc.

• :tJ|Rs& 5341 Melrose Ave., Hollywood, Calif.

32 STUDIOS ECTIONOF November 5, 1927

Story

Director Star

Scenarist

Cameraman

Brand Name

Starting

EDUCATIONAL STUDIOS.

7250 Santa Monica boulevard.

HO-2806

Untitled

Henry W. George

Lupino Lane

Staff

Jay Turner

L. Lane Comedy

Untitled

Norman Taurog

Lloyd Hamilton

Staff

Len Smith

Hamilton Comedy

Untitled

Chas. Lamont

Dorothy Devore

Staff

Win. Hyers

Dorothy Devore
Comedy

Untitled

Stephen Roberts

George Davis

Staff

Dwight Warren

Mermaid Comedy

Untitled

H. L. Muller

Chas. Bowers

Staff

H. L. Muller

Bowers Comedy

F B 0 STUDIO. 780 Gower street.

HO-7780

“Legionnaires in Paris”
“Breed of the Sun Sets”
“Phantom of the Range”
“Wallflowers”

“Fangs of the Wild”

“The Fightin* Redhead”
“Chicago After Midnight”

A. E. Gillstrom
Wallace Fox

Jas. Dugan

Leo Meehan

Ralph Ince

A1 Cooke-Kit Guard
Bob Steele

Tom Tyler

Ranger

Buzz Barton

Jeff Moffit

Oliver Drake

F. H. Clark
Dorothy Yost
Dwight Cummins

Phil Tannura

Bob DeGrasse

Nick Musuraca

A1 Selgler

Gold Bond
Western

Western

Gold Bond

Ranger No. 4
Western

Gold Bond

Oct. 13

Oct. 14

Oct. 13

Oct. 24
Preparing
Preparing
Preparing

FINE ARTS STUDIO.

4500 Sunset boulevard. OL-2131

NO PRODUCTION THIS MONTH

FOX STUDIO. Western at Sunset.

HO-3000

“Silk Legs”

Arthur Rosson

Madge Bellamy

Frances Agnew

R. J. Bergquist Fox

Sept. 20

“Lady Cristilinda”

Frank Borzage

Janet Gaynor

Chas. Farrell

Marion Orth

Ernest Tammer

Sept. 26

“Come to My House”

Alfred A. Green

Olive Borden
Antonio Moreno
Cornelius Keefe

Marion Orth

Joe August

Sept. 19

“Woman Wise”

A1 Ray

Wm. Russell

June Collyer

Randall H. Faye

Sidney Wagner

Oct. IS

“Horseman of the Plain

” Ben Stoloff

Tom Mix

Fred Myton

Dan Clark

Oct. 21

“Pig Skin”

Dave Butler

David Rollens

Sue Carroll

John Stone

Chas. Clarke

Oct. 21

“Maisie Story”
(Untitled)

J. G. Blystone

Geo. O’Brien

Lois Moran

Marion Orth

Chas. Clarke

Oct. 19

BUSTER KEATON

STUDIO. 1025 Lillian Way.

NO PRODUCTION THIS MONTH

METROPOLITAN STUDIO. 1040 Las Palmas. GR-3111

“The Terrible People”

Spencer Bennett

Allene Ray
Walter Miller

George Gray

George Snyder

Pathe Serial

Sept. 12

METRO-GOLDWYN-MAYER. Culver City, Cal.

EM-9111.

“The Divine Woman”

Victor Seastrom

Greta Garbo

Dorothy Farnum

Oliver Marsh

Sept. 28

“The Patsy”

King Vidor

Marion Davies

Agnes Christine

John Seitz

Oct. 4

Johnston

“The Texas Ranger”

Nigh

Tim McCoy
Joan Crawford

Richard Schayer

Clyde DeVinna

Oct. 20

Untitled

Harry Beaumont

Novarro-Adoree A. P. Younger

Gerstad

Sept. 14

“The Cossacks”

George Hill

Jack Gilbert

Frances Marion

Percy Hilburn

Nov. 1

“The Big City”

Tod Browning

Lon Chaney
Marceline Day

Waldemar Young

Henry Sharp

Oct. 21

“Rose Marie”

Edmund Goulding

Joan Crawford
James Murray

Lucien Hubbard

Preparing

“Baby Mine”

Robt. Leonard

Dane-Arthur

Sylvia Thalberg
F. Hugh Herbert

Fox & Dean

Cutting

PARAMOUNT FAMOUS LASKY STUDIO. 5451

Marathon street.

HO-2400

“The Road to Glory”

Josef von Sternberg

Emil Jannings

Lazos Biro

Bert Glennon

Paramount

Oct. 5

“The Legion of the

William Wellman

Fay Wray

John Monk

Henry Gerrard

Paramount

Oct. 10

Condemned”

Gary Cooper

Saunders

Jean de Limur

HAL ROACH STUDIO. Culver City, Cal. EM-1151

Untitled

Robt. McGowan

“Our Gang”

Staff

Art Lloyd

Our Gang Comedy

Oct. 10

Untitled

Fred Guiol

All Star

Staff

Oct. 10

Untitled

James Parrot

Charley Chase

Staff

Len Powers

Preparing

Untitled

Clyde Bruckman

All Star

Staff

Preparing

November 5, 1927

EXHIBITORS HERALD

33

Story

Director Star

Scenarist

Cameraman

Brand Name

Starting

MACK SENNETT STUDIO.

1712 Glendale boulevard.

Olympia 2181

Smith Family

Phil Whitman

Mary Ann Jackson
Ruth Hiatt

Raymond McKee

Frank Capra
Vernon Smith

Johnny Boyle

Pathe

Oct. 19

Comedy

Harry Edwards

Billy Bevans

Vernon Dent
Carmelita Geraghty
Dot Farley

Earl Rodney

Jeff Moffitt

St. Elmo Boyce

Cutting

Bathing Girl Picture

Alf Goulding

Daphne Pollard

Carole Lombard

Ewart Adamson

Jeff Moffitt

Earl Rodney

Ray Rannahan

Cutting

War Picture

Mack Sennett

Sally Eilers

Matty Kemp

Johnny Boyle

Lee Davis

Special

Cutting

Bathing Girl Picture

Alf Goulding

Daphne Pollard

Carole Lombard

Ewart Adamson

Jeff Moffitt

Earl Rodney

Ray Rannahan

Oct. 21

STERN FILM CORPORATION STUDIO. 6048 Sunset boulevard. HO-0391

“Newlyweds and Their
Baby”

“Keeping Up with the
Joneses”

“Let George Do It”

Francis Corby

Gus Meins

Samuel Newfield

Sunny McKeen

Jack Bartlett

Addie McPhail

Harry Long

Stella Adams

Gene Laymon

Sid Saylor

Staff

Staff

Staff

Victor Scheurich

Harry Forbes

Edgar Lyons

Stern Brothers
Comedy

Stern Brothers
Comedy

Stern Brothers
Comedy

Shooting

Shooting

Shooting

TEC ART STUDIOS.

5360 Melrose

avenue. GR-4141

“Ramona”

“White Lights”

United Artists Special

Edwin Carewe
Irving Cummings

Dolores Del Rio
Barbara Bedford
Malcolm McGregor

Finis Fox

Howard Estabrook

Robert Kurrle

Chas. VanEnger

Inspiration

Brenda

Inspiration

Sept. 3

Cutting

Preparing

UNITED ARTISTS STUDIO. Hollywood. GR-5111

“Tempest”

“The Drums of Love”

Slav Tourjansky

D. W. Griffith

John Barrymore

Lionel Barrymore
Mary Philbin

Don Alvarado

Tully Marshall

Wallace Smith

Gerrit Lloyd

Charles Rosher

Karl Struss

Barrymore

Production

D. W. Griffith
Production

Oct. 11

Sept. 18

UNIVERSAL STUDIO

. Universal City

. HE-3131

“Cohens & Kellys in

Paris”

“13 Washington Square”
“Hey Rube”

“Finders Keepers”

“Foreign Legion”

“Man Who Laughs”

Wm. Beaudine

Mel Brown

Del Andrews

Wesley Ruggles

Edw. Sloman

Paul Leni

Geo. Sidney

J. F. MacDonald
Jean Hersholt

Hoot Gibson

Laura LaPIante
Norman Kerry

Lewis Stone

Conrad Veidt

A1 Cohn

Harry O. Hoyt

John Clymer

B. Van

Charles Kenyon

J. Grubb Alexander

Adams

J. Stumar
Neumann

Miller

Jackson Rose

Warrenton

Jewel

Jewel

Jewel

Jewel

Jewel

Super-Jewel

Sept. 2

Oct. 3

Oct. 5

Oct. 17

Sept. 27

Sept. 26

Mary Philbin

WARNER BROTHERS STUDIO. Sunset & Bronson street. HO-4181

‘The Little Snob”

John Adolfi

May McAvoy

Robert Lord

Norbert Brodin

Oct. 20

‘A Race for Life”

Ross Lederman

Rin-Tin-Tin

Charles Condon

Ed Du Par

Oct. 17

‘In Name Only”

Henry Lehrman

All Star

Graham Baker

Barney McGill

Oct. 3

‘Beware of Married
Men”

Archie Mayo

Irene Rich

E. T. Lowe, Jr.

Frank Kcsson

Oct. 7

‘Glorious Betsy”

Alan Crosland

Dolores Costello

Anthony Coldeway

Hal Mohr

Oct. 10

*

GARRETT FORT

WRITER

Paramount-F amous-Lasky

34

EXHIBITORS HERALD

November 5, 1927

THREE BUSY MAINE SHOWMEN

L. E. Henderson (left) manages the Chic theatre, a Graphic Circuit house,
at Milo, Me. L. A. Bump (middle) has the Bijou at Wilton, Me., and
S. Soroker is manager of the York Beach theatre at York Beach, Me.
(Photos by H.E.N.)

New Processing
Device for Film
Will Save Waste

Frank Garbutt Finds Machine
Replaces Human Guesswork
with Uniformity

By LEIGH GRIFFITH

COMPLETE revolution in methods for
developing motion picture negative is
promised through the introduction of a
machine which has been designed and
built by Frank E. Garbutt, head of the
laboratory department of the Paramount
Famous Lasky Corporation. This negative
developer or, more accurately, processing
machine, is declared to solve a problem
that has been facing the film industry
ever since the first foot of film was im-
mersed in the “soup”. Garbutt’s device
it is claimed will bring about that abso-
lutely uniform processing which has been
the objective of motion picture laboratories
since their inception.

Until the present time the processing of
motion picture negative has depended on a
series of hand manipulation of 200 foot
or shorter lengths of film wound on racks
and placed in succession in the developing,
fixing, washing and other baths. The dry-
ing has been accomplished by transferring
the film from many racks to large drums
which are rotated in a clean atmosphere.
Notwithstanding the many detail improve-
ments which have been made in this gen-
eral method as the industry has grown, it
has been subject to many troublesome ana
inherent difficulties. The cost has been high
and the resulting quality of negative has
often not been such as to yield the full
pictorial value existing in the undeveloped
negative. The more common defects of
the method are well known to those in the
laboratory end of the industry, as well as
the ordinary means of minimizing these
defects.

The real fundamental fault of this
method is that it is dependable upon highly
skilled manual manipulation and the per-
sonal judgment of operators of long ex-
perience, which means that an acceptable
degree of perfection has been obtained only
by virtue of continuous vigilance and care-
ful inspection.

Moreover, as the industry has progressed

in its pursuit of artistic perfection, the
requirments have become increasingly
stringent and the attainment of satisfactory
quality more and more difficult and expen-
sive. Faults which were accepted without
criticism even a year ago are not now
tolerated in the higher class of pictures,
and this new standard of perfection has
proven very expensive to maintain by the
time-honored methods of hand negative
processing.

* * *

Three or four years ago Garbutt fore-
saw the approach of this situation and,
after studying the problem from all angles,
concluded that the only real solution lay
in the reduction of negative processing
to a machine operation which would be
so perfectly worked out as to practically
eliminate the variables of human action and
judgment. That this was a difficult problem
may perhaps be best realized by a consid-
eration of the fact that a single short
length of exposed negative may constitute
the only record of a scene which has cost
thousands of dollars to take, so that the
possibility of damage to such negative by
reason of mechanical failure could not be
tolerated. To devise a machine which would
possess the absolute maximum of reliability
combined with the delicate gradations of
control necessary to secure all of the qual-
ity inherent in the negative, has been no
easy task, as may be well appreciated.

Garbutt supplemented his intimate
knowledge of the problem by enlisting the
services of the writer, a mechanical en-
gineer formerly with the government but
now development engineer at the Para-
mount laboratory. Working with Thomas
Ingman, operations engineer, a machine
has been devised which promises to mark
the beginning of a new era in the proces-
sing of negative. In line with the general
effort of the industry, this new machine
and method will reduce the cost of pro-
duction. But of far greater importance
is the fact that it will make possible the
realization of that uniform high pictorial
quality and freedom from minor deflects
which has long been the dream and ob-
jective of the progressive thinkers in the
industry.

Owing to the high value of the undevel-
oped negative it was necessary to provide a
mechanism of great delicacy and definite-
ness of control in order to ensure against
the possibility of mechanical damage to
the film while in the machine. This has
been accomplished by an entirely new and
extremely elastic form of drive, so de-
signed that the film is under very gentle

but definite control at all points in its pas-
sage through the machine.

The undeveloped negative is first passed
through a speed control mechanism which
is adjustable to the exact speed required to
give the proper time of development, from
which it passes in succession through the
developing bath, developer rinse, fixing
bath, hyp rinse, cascade washing, bath and
drying cabinet, the completely processed
negative being delivered on reels at the
discharge end. The entire operation of
the machine is automatic, the film not be-
ing touched by hands at any point in its
passage. Each operation is conducted
under ideal conditions, the film moving
smoothly and uniformly through the sev-
eral baths and the dryer. As it passes
from each bath, the film is freed of adhere-
ing liquid by a squeeze, so that progressive
contamination of solutions is avoided. The
developing and fixing solutions are con-
tinuously circulated through tanks in a
separate chemical room, where their anal-
ysis and temperature are kept to rigid
standards. The wash water is carefully
treated and filtered. The drying air is
washed and heated to the temperature and
humidity best suited to give the proper
condition to the finished, negative, and is
circulated through the drying cabinet sec-
tions in series.

* * *

As it is essential that the negative be
not stopped during its passage through the
developer, intermediate storage mechanism
is provided at several points in the ma-
chine so that in the rare event of a break-
age or other interruption to the film its
movement through the developer may con-
tinue uninterrupted, while the film in the
vicinity of the defect may be stoped and
a repair or adjustment made. There is
thus no loss of negative through over-
development.

Owing to the exacting nature of the re-
quirments, this machine has consumed
much time and a large amount of money
in its development, but the revolutionary
results obtained have justified the effort
many times over, according to B. P. Schul-
berg, associate producer in executive con-
trol of the studio. The uniformity and
quality of negative processed on this ma-
chine are such as to constitute a material
advance in the art and make it safe to
say that machine processing of negative
will very shortly be considered a necessity
for at least the better grade of pictures,
the Paramount executive believes.

Columbia’ s “Perfect 30”
Set in 34 Publix Houses

(Special to the Herald)

NEW YORK, Nov. 1. — Columbia has
just booked “The Perfect Thirty,” this
season’s output, for first run showings in
34 big Publix houses in the South. A
contract with the Louis R. Greenfield
circuit also calls for the showing of all
this year’s product in Honolulu, in addition
to projection in coast houses. Also, the
National circuit of California has booked
all Columbia product for this season.

American Films Safe

(Special to the Herald)

HOLLYWOOD, Nov. 1.— “The Ameri-
can motion picture industry will never be
endangered by the foreign production
field,” writes John S. Robertson from
Berlin. Robertson is spending a two
months’ vacation on the continent making
a comprehensive survey of the European
film industry.

EXHIBITORS HERALD

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AGAIN M-G-M
SHOWMANSHIP
THRILLS AMERICA!

Another big M-G-M stunt crashes every
front page in New York — and becomes a
nation-wide publicity sensation — following
closely M-G-M’s record press stunt on
Leo, the Flying Lion.

STICK TO THE LIVE-WIRES!

METRO-C^nWYN-MAYER

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loods Close Scores of Eastern Theatres

XI, No. 9

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
IS79. Published weekly at 407 South Dearborn St., Chicago. Subscription f3.00 a year. Single copies, 25 cents.

November 12, 1927

Step by step the Wurlitzer Organ has advanced through scienti-
fic development to a position of unquestioned supremacy. All
possible effort has been made to perfect each and every detail
so that in point of performance and service the Wurlitzer would
have no equal. So remarkably successful are Wurlitzer Organs
as entertainment features in connection with motion picture
presentation, that a great advantage is held by owners of them.

WuruIzer Organ

Factories: North T onawanda, N. Y.

New York Philadelphia Chicago Buffalo Cincinnati Kansas City

Cleveland St. Louis Pittsburgh San Francisco Detroit Los Angeles

November 12, 1927

EXHIBITORS HERALD

3

— say
exhibitors

of Paramount-

Christie Comedies

^ No wonder Paramount-Christies are the leading two-reel comedy product

on the screen today ! No wonder de luxe first run theatres are clamoring for
them ! ^ What other short features could get exhibitor comment like this !

?! J. P. Murrin, Liberty Amus. Co., Ft.
Worth, Tex.: "We have in the past used
Christie Comedies, knowing them to be
consistent comedies, and your offerings
from this producer to date are better
than ever. The fact that we booked them
solid for 5 theatres here, speaks loudly
our belief that they are to he laughed at.”

4

EXHIBITORS HERALD

Sheld C°®1"

<1 ^ C. Ke\ecnSoldonCbr^ en

bavea^^ve played all that ha have

die9and re P^t 5 ye-- Para-

made U' £oW that tbey ar

bceD fcbtsiie,, *ey see® ^

®oUOt .before.”
than ever b

9 ^7/-

**#7S ./.

be better

'

V f’ «7y . ’ 7005g

- * w,A.* ^

m

&rc

^ Emil Bernstein, Mgr. Lyric Theatre,
Jackson, Tenn. — "No other single pro-
gram feature has met with a kindlier re-
ception since the Paramount News than
have the Paramount-Christie Comedies.
Our patrons, thoroughly tired with
cheap, mechanically imperfect and low-
class comedies, have readily seized upon
the new Paramount product. Where for.
merly the comedy was a passable filler,
it is now a vital and interesting part of
our show. We feel thoroughly confident
that with Paramount supplying us with
comedies and novelties, our short fea-
ture needs will be amply satisfied.”

«ti,

ot]'

Us

*0,

th(

it.

Hi,

/ l

■pBP*

*1 Lewis Sablosky, Stanley Co. of America.
— "We have played seven Paramount
two-reel comedies. I feel I ought to
make comment on their excellent qual-
ity. Christie comedies are far superior
this year and nothing has been spared
in the way of money to get excellent
casts, well dressed sets and sub-titling.”

q Saxe
Just sc
oun1
any

Circuit,

Milwaukee

in

to

three

Christies

reenet

of the

ne-w

Fine-

Christies

ever

seen

sup

before-

Much

'Have

para-

erior

1

'

&iy

^ Capitol Theatri
"Par

e, Winnipeg, Canada.-

amount - Christie comedies are get-
g receptIOns that prove their popular-
ity beyond a doubt.”

November 12, 1927

llt,e

e,en

'h

'4

°U

Jt*t

fo

eA,

e«/j

Uq/ ?****&

>)

^ R* Marshall, Vancouver, B. C.

"Billy Dooley in ‘Row, Sailor, Row’, tore
the roof off the Capitol, Vancouver.
Bobby Vernon in 'Short Socks’ equally
well received. First runs all playing
Paramount-Christies.”

C M„i.tS«'ner!, J'"l!varaiu""“''S

—

li» TieLfr ^r?’ Mer- P“fc-

«n ’ r»,rnnngham Ala

rec"™OU°,'Cb™i<’ C°’»4;

first

play

*1 Billy Dooley in "Row,
Sailor, Row”, "A Moony
Mariner” and "Easy
Curves”.

*J Jimmie Adams in "Dr.
Quack”, "Oh Mummy!”
and "Ocean Blues”.

? Bobby Vernon in
"Short Socks”, "Crazy to
Fly” and "Wedding
Wows”.

run theatres all over
paramount- Christies

*1 Paramount, Rivoli and Rialto Theatres,
New York; Stanley Circuit; West Coast
Theatres; Stillman, Cleveland; Ohio,
Indianapolis and countless others! ^ Join
the happy family!

The Whole Show!

<J Anne Cornwall in
"Scared Pink” and
"Fighting Fanny”.

WILLIAM SISTROM

presents

Wl

ith

BESSIE LOVE

Screen play by DOUGLAS Z. DOTY
from the story by MAJOR ROBERT GLASSBURN,
MAJOR ALEXANDER CHILTON and
HERBERT DAVID WALTER

Produced by DeMILLE PICTURES CORPORATION

A DONALD CRISP Production

c ?

BIGGEST

"Dress Parade" previewed by War Department
yesterday and approved for release with
exception of slight changes in four captions.
Heartiest congratulations on a splendid
pioture typifying spirit of West Point.

Lutz Wahl,

The Adjutant General

At the MARK STRAND, New York, beginning
Oct. 29, one of the 8 BIG PATHE-DeMILLE
HITS appearing on Broadway, New York
Simultaneously week of Oct. 29.

Pathe Exchange, Inc.

De Mille Studio pictures - Pathe' news

PATHE' WESTERNS - PATHE SERIALS - PATHE'COMEOIES

Producers International Corp., 130*West46th St., New York. WILLIAM M. VOGEL.
Genera l Manager, Foreign Distributors of De Mille and Metropolitan Studio Productions

WAR DEPARTMENT TELEGRAM

Oot. 8, 1927

Cecil B. DeMille,

Culver City, Cal.

November 12, 1927

EXHIBITORS HERALD

5

No Star in Pictures \
today has made more
remarkable progress than

LUPIIMO
LANE

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EDUCATIONAL
FILM EXCHANGES, Inc.

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Member, Motion Picture Producers and Distributors of America, Inc., Will H. Hays, President.

II

Wotta Cast!

Barbara Worth
Hayden Stevenson

bresents

ON

YOUR
TOES

Frank Hagney
Mary Carr
Gertrude Howard

Oh, Boy! How he dances — How he fights —
How he makes love. Denny in the whirlwind
picture of his career — thrills, comedy, romance,
love, heart-throbs. The biggest clean-up picture
Denny ever made. Remember “The Leather
Pushers.,, Do You Remember ’em — , Well —

A FRED NEWMEYER Production

A MMIVCPgAI

DlfTIIPB

Comedy — Thrills !

I

lomance

November 12, 1927

Ramon R[ovarro and JJorma
Shearer in an Ernst Lubitsch
production with Jean Her-
sholt Continuity by Hans
Kraly.

COMMENCING its
THIRD month
ON Broadway at
TWO Dollars
“THE Student Prince”
IS unquestionably
THE outstanding
ROAD show picture
OF the day!

M ETRO-GOLDW YN-MAYER

On the way- two of the best

WESTERNS RELEASED IN YEARS/

Pafhe Exchange. lac.

_ —

ok Mills Studio pictvaes - path it Mtwm 7«*V §*TM* WUTKRNS - PATMfrtAIALS - PATM^COMEDIK*

BUFFALO BILL.J&

i WALLY WALES

DON COLEMAN

BUDDY ROOSEVELT

Jack padjan

The Smartest Showmer

are

^Never in the history of the business has there
been such an opportunity for a clean-up as is
offered this year in PATHE WESTERNS. The
public is eager for high-class, colorful action
dramas, and PATHE answers that demand
with the greatest array of Westerns
the industry has ever seen.

Here are a few of the Big FIRST RUNJ
who have boohed PATHE WESTERNS soli<

Saenger Circuit New Orleans

Scenic ! Keene. N. H

Capitol Providence, R.I.

Globe Manchester, N. H.

State Utica, N. Y.

Victoria Watertown, N. Y.

Star Hudson, N. Y.

Rialto Harrisburgh, Pa.

Scenic Lancaster, Pa.

Empress... Washington, D. C.

Criterion Washington, D. C.

Comedy Baltimore, Md.

Broadway Danville, Va.

Rex Battle Creek, Mich.

Orpheum . . . - Fond du Lac, Wise.

Whitehouse Milwaukee, Wise.

Park LaSalle, III.

Jefferson Jefferson City, Mo.

Columbia Amusement Co. New Kensington, Pa.

Royal Chillicothe, O.

Eagle ...t Hamilton, 0.

Lyric Ironton, O.

La Grand Conneaut, O.

Dean . . Cantoni, O.

Lyceum Findlay, O.

Royal Lima, O.

Superior Toledo, O.

Wood - Kokomo, Ind.

Fawn Anderson, Ind.

Rialto Frankfort, O.

Marion. Marion, O.

Lyric Lafayette, Ind.

Ark Logansport, Ind.

Majestic Portland, Ind.

Colonial . Wabash, Ind.

Fountain Terre Haute, Ind.

PublixTheatres New York

Orpheum Muncie, Ind.

Majestic Corsicana, Tex.

Iris Bartlesville, Okla.

Iris Sapulpa, Okla.

American Ada, Okla.

Orpheum Joplin, Mo.

Empress St. Joseph, Mo.

Egyptian Anderson, S. C.

Mystic Fort Smith, Ark.

Royal Van Buren, Ark.

Dyersburgh Theatre. ■ Dyersburgh, Tenn.

Dillingham Eldorado, Ark.

Rialto . Long Beach, Calif.

Rialto • • San Bernardino, Calif.

Lyric Pomona, Calif.

Elite Santa Rosa, Calif.

Capitol Cumberland, Nev.

Cockade Peters burgh, Va.

Rialto Roanoke, Va.

Notre Dame Manchester, N. H.

Royal Chicope Falls, Mass.

Mystic-. Malden, Mass.

Banner . . . . Los Angeles, Calif.

Empire San Pedro, Calif.

Champion Birmingham, Ala.

Wells Anniston, Ala.

Walton Selma. Ala.

Tudor Atlanta, Ga.

Alamo Gainesville, Va.

Grand. Bessemer, Ala.

Colonial Cincinnati, O.

Hippodrome Covington, Ky.

Majestic London, O.

Favorite Piqua, O.

Circle Goshen, Ind.

Colonial ■ . .
Uptown . . .

Young

Victory. . . .
Amuzu. . . .
Dreamland.

Cozy

Imperial. . .

Grand

Princess. . .

Strand

Majestic. . .

Strand

Liberty. . . .

Crystal

Lyric

Rex

Empress. . .

Alamo

Regent

Apollo . . . .

Electric

Regent

Liberty

Crystal

Rose

National . .
Auditorium

Ford

Colonial. . .

Strand

Scenic

Standard
Liberty. .

Danville, IIL
Michigan City, 111.
Lexington, N. C.
Salisbury. N. C.

W inston-Salem.N.l
Chester, S. C.
Gaffney. S. C.
Newberry, S. C.
Union, S. C.
Belmont. N. C.
Oskaloosa, la.
Appleton, Wise.
WUlimantic, Conn
Fort Worth, Tex.
Waco, Tex.
Gainesville, Texf
Plainview, Tex.'
Wilson, Okla.
Indianapolis, Ind.
Indianapolis, Ind. ,
Huntington, Ind.
Marysville, Mo.
Kansas City, Mo.
Klamath Falls, Ore,
Porterville, Calif.
Roseville, Calif.-
Stockton, Calif.
Rapid City. S. D.
Lead, S. D.
LaGrande, Ore.
Lincoln, Neb.
York, Pa.
Steubenville, O.
Cleveland, O.

Sioux Falls, S. D.

Pafhe Exchange. Inc.

OtNaL^STUOI^MCTVKB^^Tm^tSW^I tffl| 1 feTMrf WBSTUN^MTlSMMAU-Myi’COMIOIlB

it eoEyfROM

™^ILLS7

k

IIMT NATION A I

THE GORILLA

With

CHARLIE MURRAY

And

FRED KELSEY

Alice Day, Tully Marshall, Claude Gillingwater

MYJTIRY-COMEDYfl
OF ALL -TIME

From the play by Ralph Spence

An Alfred Santell
Production

Directed by Alfred Santell

To LAUGH'S

4 in -A

L_>» r> I l-f
O KJ»I I

SECOND

IT Y- WILL
-FAMOUS

WHERE- EVf

DTHEY<
AS TH
TWO

DUMl
DICK<

,1

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 27

Presentation Acts 28

The Theatre 41

New Pictures 43

The Film Mart 39

Available Attractions 44

Press Sheets 46

Classified Advertising 48

The Box Office Ticker 57

“What the Picture Did for Me” 49

FEATURES

Los Angeles, by Ray Murray.... 22

Pictorial Section 23

Re-Takes 22

Service Talks, by T. O. Service 38

Letters from Readers 47

Chicago, by W. W. 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

EASTERN floods close scores of theatres and blockade films;

Railways are demoralized, roads made impassable; Theatres
shelter homeless.

WILLIAM JAMES, Ohio chain circuit owner, retires, selling out
to J. R. Neth, his former electrician ; Ohioan amassed $4,000,-
000 property in 18 years.

CLEVELAND exhibitors re-elect Harwood at largest meeting;

Mechanical music in public is ruled illegal unless publisher
gives right.

PROPOSAL to form exhibitor booking circuit in England starts
controversy — Paramount, M-G-M and F-N are expected to dis-
solve Fanamet.

A RE young men best theatre managers?
^1 Ayes have it in Milwaukee but many
believe in seasoning organization with
more experienced men — "Abie’s Irish
Rose” in production.

COAST sees world premieres of “The
Gaucho” and “The Devil Dancer” —
George Fitzmaurice and Diana Kane marry
— Fox prepares script for special.

<<T\/TAKE HASTE” if you want to join
•L’-t Motion Picture Club of New York
— Mary Pickford’s latest opens at Rialto;
Fairbanks film is scheduled for “legit.”

WAYNE PIERSON heads Universal’s
newly created roadshow department —
Carrol Sax is made production manager

of Gotham First Division names Carlin

publicity head.

BOMB at Tivoli in Detroit kills man and
wrecks theatre and does $285,000
damage — Eastern exhibitors protest against
producers’ non-theatrical sales drive.

PUPILS start own film company as prob-
lem in arithmetic — Ohio convention
will study Trade Practice conference’s re-
sults Seven “U” specials next year.

“PROCEED I NGS against companies using

block booking in Texas is expected

London authorities to permit showing of
“King of Kings” despite protest against
portraying Christ on screen.

< < T TNCLE TOM’S CABIN” is called one
of decade’s best; Marion Davies
scores in "Quality Street”; Fairbanks pic-
ture wins fitting reception; Niblo's direct-
ing is noticeable in Gilda Gray’s latest.

Two New Departments Start in This Issue
“Available Attractions” and “Press Sheets”

12

EXHIBITORS HERALD

November 12, 1927

EXHIBITORS

HERALD

Qjfie independent Qrade ^aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI November 12,1927 No. 9

No Profit , No Rental

THE financial brokerage firm which is offering for sale
stock in the United Artists Theatre Circuit, Inc., is
making certain assurances to prospective purchasers
which will he very interesting to exhibitors generally.

In a circular letter the company declares:

“The rental is made directly dependent upon the draw-
ing power of the picture at the box office. No rental is
paid for the picture unless our theatres make a net profit
for the common stockholders.”

The United Artists Theatre Circuit. Inc., a subsidiary
of the United Artists corporation, through its brokerage
firm herewith presents a rental scheme which, we are
sure, would be hailed with great delight by all kinds of
exhibitors, everywhere.

No film rental unless the theatre makes a net profit is
ideal enough for the exhibitor, but we wonder how United
Artists, as a producing and distributing company, would
like to adjust their selling system to conform with this
idea.

* * *

Foreign Market Demands

THE experience of Metro-Goldwyn-Mayer in being
temporarily ruled out of Spain is an object lesson for
producers generally. When the M-G-M picture, “Valen-
cia,” was sent out from the Culver City studios we have
no doubt that there was no realization that the subject
would appear pertinently offensive to officialdom of
Spain. In all of our studios the practice has been quite
general of assuming a typical American attitude of dis-
respect toward many of the institutions of Europe, espe-
cially if royalty or nobility is concerned. This disrespect
is not intentional or deliberate, but it is simply a feeling
that sport may be made of these institutions without do-
ing any particular harm.

But, aside from all other considerations, the necessities
of the industry’s overseas trade now impresses the stern
obligation to see to it that pictures sent out for world
distribution contain nothing of a character that may be
deemed offensive abroad. The laxities in these matters
which appear in our vaudeville stage and in our musical
revues cannot be duplicated in our motion pictures with-
out serious consequences.

In many cases no right or equity will be involved.
Throughout Europe many things offensive to America are

not accidentally but deliberately injected into popular
entertainment. The French stage, for instance, during the
past two or three years, has contained material viciously
offensive to the United States government and its people,
but all of that involves another question. The situation
facing the motion picture industry simply is that in order
to be able to operate successfully in the foreign field every
subject sent abroad must be carefully considered from
the standpoint of its possible effect upon the foreign pub-
lics and the foreign governments.

Central Europe

A BIG item in the current news of the foreign market is
the projected dissolution of the Fanamet enterprise
which is a selling and distributing combination of Para-
mount, M-G-M and First National in Central Europe.

The dissolution of this enterprise, which is announced
for January first, closes another chapter of the story of
the trying effort which has been made by the above-
named companies and others to establish and operate suc-
cessfully activities in Central Europe.

It will be remembered that operations for American
film companies in Central Europe were slow to start after
the war because of post-war conditions. But even with the
return of something like normal conditions, difficulties
have increased instead of diminished for most of the
American companies, allowing for certain conspicuous
exceptions.

There are many reasons for this, some obvious and
some obscure. Among the obvious reasons is that persons
out of the American trade have been dispatched to vari-
ous of these Central European points who had no experi-
ence in the export business and who knew little or noth-
ing of the conditions to be faced. They conducted them-
selves very much as if they had simply been transferred
from one territory in the United States to another. They
seemed quite oblivious of the requirements of their new
situations. One representative, for instance, in an inter-
view with a high official of one of the smaller Central
European countries about a trade regulation matter,
threatened the official with bringing down the wrath of
his company upon the official if concessions were not
allowed. After the American representative was quietly
but firmly shown to the street he learned that the official
to whom he was speaking had never previously heard of
the company he was representing.

Another American representative gave a special show-
ing to a distinguished gathering of a subject which bur-
lesqued one of the most cherished traditions of the
country.

Experiment in distribution in Central Europe has been
expensive, but much valuable experience has been gained.
It is to be hoped that the experience which has been
bought and paid for will now commence to bring back
profitable returns.

-X- -X* -X-

Triple Features

THE policy of double features, although widely per-
sisted in, is still without the sanction of good judg-
ment except in certain isolated circumstances. However,
the triple feature bill has recently made its appearance.
This is shocking but not surprising because the same line
of thought that leads to double feature programs tends
eventually to lead to triple feature programs.

Quantity alone has never made a wonderful program.
The use of two features on a single program to some ex-
tent must be considered as an admission on the part of
the theatreman that he is either desperate or indifferent.
A well-selected and well-balanced program built around a
single feature must of necessity have a far greater appeal
than two features. Double — and of course triple — feature
bills discourage and do not build patronage.

November 12, 1927

EXHIBITORS HERALD

13

Eastern Floods Close Scores
of Theatres, Blockade Films

Federal Agents Railways Demoralized;
Seeking Trust Roads Made Impassable

LatV Violators Theatres Made Shelters for Homeless — Some Play-

houses Inundated — Light Plants Out of Commission

(Special to the Herald)

BOSTON, Nov. 8. — Floods sweeping down on New England with unex-
pected suddenness have swept through Vermont, Central Massachusetts,
Rhode Island and Connecticut, and temporarily closed scores of theatres,
demoralized the handling of films from exchanges to exhibitors, rendered
many roads impassable and tied up railroad transportation.

Many Others Can’t Get Film

Besides the scores of theatres forced to close, many houses in other sections
are affected because of inability to obtain films.

(Washington Bureau of the Herald)

WASHINGTON, Nov. 2. — It was
learned today that agents of the Depart-
ment of Justice are making a field study
of the film situation to determine if there
have been violations of the anti-trust laws
by various factors in the motion picture
business.

The investigation is the result of com-
plaints, received from throughout the coun-
try alleging violations.

Although nothing definite has been de-
cided, it is understood that information of
sufficient importance has been unearthed
to make continuance of the investigation
worthwhile.

Rules Mechanical Music
In Public Illegal Unless
Publisher Gives Right

(Special to the Herald)

KNOXVILLE, TENN., Nov. 8.— Public
performance without the publishers per-
mission of copyrighted music on an auto-
matic instrument is illegal, according to a
decision given by Judge Xenophen Hicks
in United District Court here. The opin-
ion came as a result of a suit entered by
M. Witmark & Sons, New York publishers,
against R. M. Calloway, proprietor of the
Grand theatre at Lenoir City, Tenn., in
which the plaintiffs charged that “Smilin
Through” had been illegally played on the
theatre’s player-piano.

Judgement was entered against Calloway
for $250, exclusive of attorney fees of the
same amount.

Proposed Booking
Circuit in England
Starts Controversy

(Special to the Herald)

LONDON, Nov. 8. — The proposed for-
mation of an independent exhibitors’ book-
ing circuit in England likely to involve
1,000 theatres has thrown the trade into a
big controversy and a tremendous fight is
likely to ensue.

The plan was discussed Friday by CEA,
and the reasons given for the proposed cir-
cuit are to obtain films at economic prices,
to preserve existing capital and to take
advantage of future developments. Will
Evans, managing director of PTC, the big-
est cinema circuit in Great Britain, has
eclared that if the scheme is adopted, his
company will sell an interest to Americans.

Exit Quietly from House

Three hundred patrons quietly left the
Casino theatre, Chicago, when smoke
brought in through the ventilators, filled
the auditorium. Firemen quickly ex-
tinguished a blaze in a basement next
door from which the smoke had come.

Caddo Elects Quarberg

(Special to the Herald)

HOLLYWOOD, Nov. 8. — Lincoln Quar-
berg has been appointed director of pub-
licity for Caddo Company producing “Hell’s
Angels” at Metropolitan studios.

In some sections to which it has been
impossible to ship film, an exchange of
prints has been effected with theatres
located nearby, so that the houses could
temporarily operate. Cities in Vermont
and a section of New Hampshire be-
tween the White Mountains and Ver-
mont have been virtually cut off from
the rest of the world, both as regards
transportation and any sort of tele-
graphic and telephone communication.

Theatres Shelter Homeless

Most of the theatres in affected dis-
tricts have been located on high ground
so that several have remained in opera-
tion, but in most of the cities so much
attention was required to care for flood
conditions that the theatres immediately
were closed. Through Vermont a num-
ber of theatres were thrown open to
those whose homes had been washed
away.

Most of the rivers of New England
rise in Vermont and New Hampshire.
Two days of continual rain, heavier in
volume than any before in the history
of New England, so swelled the rivers
that they swept down, carrying mill
dams and reservoir dams before them
and flooding the area to the south.

New England Exchanges Hit

Every Boston and New Haven ex-
change was seriously affected by the
sudden stoppage in the movement of
films — the first occasion of its kind since

the film exchanges were established.

Many shipments of film to Western
Massachusetts were transferred to the
Albany exchanges for temporary hand-
ling.

Among theatres in cities where the
flood cost loss of life and heavy damage
were the following:

Milo, Me., Chic theatre, (L. F. Hender-
son); Pemaquid Point, Me., Pavillion thea-
tre, (Mrs. C. F. Lewis); Lawrence, Mass.,
Strand; Millbury, Mass., Town Hall; Spring-
field, Mass., Capitol, Union Square theatre,
(Frederick L. Graves); Worcester, Mass.,
Strand, (C. E. Robins); Berlin, N. H., Albert
and Princess theatres; Concord, N. H., Capi-
tol and Star theatres ; Manchester, N. H.,
Crown, Eagle, Empire, Granite Square, Ly-
ric, Palace, Star, (A. L. Couture); Nashua,
N. H., Star, (H. Farrell); Lebanon, N. H.,
Park; Bellows Falls, Vt., Dreamland, (R. A.
Kiniry); Newport, Vt., Bums; W. Rutland.
Vt., Town Hall, (Patrick Cain); Waterbury,
Vt., Opera House.

Theatres Inundated;

Entire Cities in Dark

( Special to the Herald)

ALBANY, Nov. 8. — The worst flood
since 1913 swept the Eastern border of
New York state as well as sections of
Massachusetts and Vermont, on Friday
and Saturday of last week, and motion
picture theatres lost thousands of dollars
in patronage. Many theatres were inun-
dated.

Million Dollar Theatre at
Hammond Wrecked by Bomb

A nitroglycerine bomb early Tuesday morning wrecked beyond repair the
million and a half dollar State theatre at Hammond, Ind. The blast, occur-
ring at 3 a. m., shortly after 1,000 persons had left a dance hall in the same
building, hurled two walls of the theatre outward and pulled down the roof
and balcony. Traffic on the adjoining streets was blocked for hours, and
every window in the nearby buildings was broken.

The State, a split week house presenting pictures and stagehand shows,
was operated by William Kleihege under the terms of a lease with Lubliner
& Trinz of Chicago. The latter concern had leased the house, which was
only two years old, from the Gregory interests.

Police are of the opinion that a maniac may have placed the bomb. They
lean to this opinion in view of Kleihege’s statements that he had no trouble
with labor or other organizations.

The damage is estimated at $700,000, although the owners stated that it
probably would be necessary to rebuild the entire structure

14

EXHIBITORS HERALD

November 12, 1927

NEW YORK. — Mike O’Toole, secretary
of the M. P. T. O. A., will journey to
Washington this week to tell the ways and
means committee of Congress why all com-
mission taxes should be removed. . . .
John Hamrick, of the Blue Mouse thea-
tres, is here from Seattle on a business
trip. . . . M. H. Hoffman is back from the
Coast after closing some big deals which
puts Tiffany-Stahl productions in the big
league class. . . . Watterson Rothacker ar-
rived in New York Wednesday and left
again Saturday for a few days in Chicago
before returning to the Coast. . . . Arthur
Whyte, resigned from Keith-Albee, is to
manage Universal Theatres, to head the
Schine Circuit, and there are a lot of other
things he is also not going to do. . . .
Bruce Gallup says he now knows how a
bank feels, he’s getting so many hundred
dollar checks from would-be charter mem-
bers of the Motion Picture Club. . . .
W ayne Pierson is sitting pretty in charge
of Universal’s new roadshow department,
and Universal is sitting the same way to
get him. . . . Dan Doherty, long dispenser
of trade paper publicity for Fox, is now
assistant editor of Fox News. . . . Louis
Baum has moved his offices from the Loew
Building to 1650 Broadway. . . . Eddie
Saunders, of Metro, spent the weekend
chasing the elusive white ball over the golf
hills of Absecon, but refuses to tell the
score. . . . Dan Michalove has resigned as
head of Universal’s theatre department and
will soon announce an important connec-
tion elsewhere. . . . Joe Schenck is due
back from Europe early this week and
rumor has already revived a Metro-United
Artists amalgamation, which Mr. Schenck
likely does not know anything about. . . .
Joseph S. Skirboll, recently relieved by Bill
Morgan of the job of general manager for
First National in Europe, has returned to
New York. . . . Fred Desberg, of the
Ohio Theatres, spent the early part
of the week in New York. . . . Louie
Geller is the busy bird getting ready for the
annual T. O. C. C. dinner dance at the
Plaza December 16. . . . Ben B. Hampton
and his wife, Claire Adams, are due from
the Coast this week. . . . Lou Lustig, one
of the livest of livewires, has returned
from Baltimore and is again^ associated
with Dr. Hugo Riesenfeld, this time at the
Colony theatre. . . . Warren Lewis, who
was booked to handle publicity at the
Colony theatre, has been switched over to
handling “Uncle Tom’s Cabin” roadshow
exploitation. . . . J. Frank Brockliss, thea-
tre man of parts, is here from London on
a business trip. . . . Jack Keegan, who has
done a lot for Vitaphone in several jobs,
has been placed in charge of the New
York Exchange for that company. . . .
Harry Brown, director of Ken Maynard
pictures, is in New York for a business
conference with First National officials.
. . .Stanley Hatch, western salesmanager
for First National, left last week for a three
weeks Western trip. . . . Fred Hamlin,
just here from the Coast, never uses trains,
last time coming overland by auto and this
time by airplane. . . . Nat Mints, of Krazy
Kat fame, left last week for an extended
trip over the Paramount exchange route.

. . . Ruth Elder, who returns this week, is
in demand for pictures, several producers
bidding for her services.

Roxy — “The Main Event’’

Cameo — “The Wise Wife”

Eight Broadway Theatres Play Pathe
First-Runs in Same Week

Paramount

“Forbidden Woman”

Strand

“Dress Parade”

Colony

“Angel of Broadway”

Hippodrome

“The Girl in the
Pullman*’

Gaiety

Cecil B. BeMilUV
“The King of Kings”

B. S. Moss Broadway

“Harp in Hock”
Rudolph Schildkraut

— SPARGO.

November 12, 1927

EXHIBITORS HERALD

15

Movietone Proves Hit on Coast

Fox Talking Film Device
Makes Bow at Tower

Captures Los Angeles While Being Used at Third
Showing of uWhat Price Glory ”

(Special to the Herald)

HOLLYWOOD, Nov. 8. — William Fox’s Movietone has taken the West
by storm. This new talking picture device was given its first Los Angeles
presentation November 2, at the new Tower theatre and proved an instant
hit. This, in spite of the fact that it is used in connection with “What Price
Glory,” which is being shown for the third time in downtown theatres.

Gives Complete Orchestral Accompaniment

The Movietone is used for Fox newsreels and as a complete orchestral
accompaniment to the big spectacle. The synchronization of sound and
sight gives new life to the newsreel and helps immeasurably in putting over
the spirit of the great war play.

Airplane Delivery
For Films in South

(Special to the Herald)

DALLAS, Nov. 8. — Entering
the motion picture industry from
the air, Capt. Ralph Stone has in-
augurated an air delivery for films
in the states of Texas, Arkansas,
Oklahoma and Louisiana, with
headquarters in Dallas. Stone as-
serts that air delivery of films will
insure the exhibitor against blow-
ups in transportation, and believes
that a great future lies behind this
comparatively new enterprise.

Thirty cents per mile will be
the standard charge. This price
includes both delivery and return
of the film, which makes a charge
of 15 cents per mile each way.

Report Paramount
Makes Proposal to
Trade Commission

(Washington Bureau of the Herald)

WASHINGTON, Nov. 8.— Proposals
for an agreement for the carrying out of
the order issued last July by the Federal
Trade Commission were filed with that
body this week by Paramount, it is under-
stood, and have been taken under con-
sideration. At the insistence of Commis-
sioner Humphrey, acting chairman, noth-
ing has been made public regarding the
suggestions believed to have been made by
the film company. But it is understood
that they coincide to a considerable extent
with the results of The Trade Practice
conference. If the concessions urged by
Paramount are not agreed to, and the com-
mission insists upon implicit obedience of
its orders, it is probable that the case will
have to go to the courts.

The commission now is engaged in pre-
paring its report on the New York con-
ference and, despite some delays which
have occurred, is hopeful of making it pub-
lic November 16 at the Ohio M. P. T. O.
convention. These delays are due to tech-
nical points, and the recent decision of the
comptroller general holding Commissioner
Nugent’s place to be vacated has no con-
nection. The ruling in no way affects the
activities of the commission, since Mr.
Nugent has not voted on any close prob-
lems since the question as to the date his
term of office terminated was raised.

Film Exports of August
Greatest in 17 Months

(Special to the Herald)

WASHINGTON, D. C., Nov. 8.— Ex-
ports of motion picture film in August
were the highest since April, 1926, with a
total of 30,309,622 feet valued at $936,705,
according to figures just issued by the De-
partment of Commerce. As compared with
July, the month’s shipments showed an in-
crease of more than 2,000,000 feet in quan-
tity and nearly $200,000 in value.

Exports by classes included 20,091,944 feet of
positive film valued at $552,433, against 20,427,892
feet valued at $493,983 in July; 923,921 feet of
negatives valued at $123,267, against 748,270 feet
valued at $94,473; 7,951,505 feet of raw stock
valued at $233,715, against 5,382,746 feet valued
at $136,124, and 1,342,252 feet of film to non-
contiguous territories, valued at $27,290, against
1,344,497 feet valued at $17,251.

In the newsreel the speeches of Pershing
and Marshal Foch are heard at the A. E.
F. convention in Paris, as well as the
cheers of the audience, music and applause.
The Navy-Notre Dame football game is
another striking example of its value, with
the dull roar of the crowds coming to the
hearer.

Glen Alvine is here from New York do-
ing. the special work on Movietone during
its Los Angeles engagement and is working
on a campaign for other Movietone
equipped theatres.

Winfield Sheehan states that within the
next two years 30,000 theatres throughout
the world will be equipped with Movie-
tone. Fox News is assembling a library
of Movietone subjects. So successful has
it proved at the Tower theatre, of which
H. L. Gumbiner is owner, that the theatre
has raised admission prices from 25 and 35
cents to 35 and 50 cents for all perform-
ances.

Hoot Gibson to be
Own Producer for
35 “U” Releases

(Special to the Herald)

HOLLYWOOD, Nov. 8.— A deal report-
ed to involve $4,250,000 has been made be-
tween Hoot Gibson, Western star, and
Universal, whereby Gibson will now be his
own producer, but will continue to make
Western features for Universal release at
Universal City.

The contract, covering five years, was
signed October 19 and takes effect immedi-
ately upon the completion of Gibson’s cur-
rent picture, “Hey Rube!” After finishing
two more productions, “A Society Cow-
boy” and “Riding for Fame,” he will be-

gin a seven feature a year schedule, for
the next five years. The new pictures will
be super-westerns. Reaves Eason, direc-
tor for many of the Hoot Gibson pictures
has been signed to direct these productions.

Congress Travels by
Stage Coach, Says
Fight Film Editorial

(Special to the Herald)

KANSAS CITY, Nov. 8.— The “Star,”
in an editorial concerning the interstate
transportation of fight films, under the
heading, “Congress still travels by stage
coach,” said:

“This law, like a good many others,
seems to have no purpose except to
illustrate how far Congress lags behind
the march of the age. . . . Millions of
people outside Illinois got a picture of
the fight while it was going on. It was
called a word picture and was trans-
ported across state lines by radio. . . .
We suggest that Congress either oueht
to catch up with the age or not attempt
to challenging commercialism with laws
that can be laughed at.”

F B O Ends Schedule in
December; 20 Stories
Purchased for 1928-29

(Special to the Herald)

NEW YORK, Nov. 8.— F B O’s schedule
for 1927-28 will be completed in December,
and 20 stories have already been purchased
for the 1928-29 program, which is due to
start before the first of the year, it has
been announced by William Le Baron.
Forty-three features and 74 reels of short
subjects on the 1927-28 program are ready
for exhibitors.

Bomb Kills Man , Wrecks Theatre , Does
$285,000 Damage; Police are Baffled

(Special to the Herald)

DETROIT , Nov. 8. — The police have been unable to find the motive for
the bombing of Joe Coscos’ Tivoli theatre last Wednesday in which one man
was killed, the theatre completely wrecked and in which damages are esti-
mated at $285,000. Nearly half this sum was invested in the building and
theatre while the remainder represents property destroyed in the vicinity.
Police suspect an unidentified man who was found unconscious in the wreck-
age. He died shortly after being taken to a hospital. The entire house was
destroyed with the exception of the lobby which was damaged beyond repair.
According to the owner, less than one-third of the value of the building was
covered by insurance.

16

EXHIBITORS

HERALD

November 12, 1927

William James Retires; Sells
Theatres to J. R. Neth

Started on Shoestring 18 Years Ago and Amassed $4,000,000 Property
— John A. Connor Also Leaves Business

(Special to the Herald)

COLUMBUS, Nov. 8. — William M. James, president of the M. P.
T. O. of Ohio, who started on a shoestring 18 years ago and amassed
properties valued at $4,000,000, virtually retired himself from the
theatrical business when he transferred his interests in a theatre chain
here to a company to be incorporated by J. Real Neth under the name of
the J. Real Neth’s Theatres Inc. The deal was closed Wednesday.

The only connection that Mr. James re-
tains is a small interest in the Pythian the-
ater, which will be disposed of as soon as
Henry Eger, gen-
eral manager is
able to finance the
purchase.

The purchaser,
who started as
electrician with
the James enter-
prises 14 years
ago and rose to
become general
manager, will
have associated
with him John
James, as man-
ager of the Grand
and Maurice William M. James

Sharr, the orches-
tra leader. Another large stockholder is
Dr. Robert B. Drury, a Columbus surgeon.

The deal, which gives the new com-
pany control of the Grand, State,
Eastern, Vernon and Clinton theatres
called for an outlay of $ 1,500,000 .

All except the Grand were otvned by
the Ohio State Theatres Co.

John A. Connor, who started with James
at the beginning of his theatrical career,
also retired from the business.

Plans New Theatre

The new organization plans contruction
of another theatre to cost $350,000 and
seating 1800.

A desire to benefit some of his employes,
who had helped him through the years of
stress and trials, prompted the move on
the part of Mr. James. “Mr. Connor and
myself practically took a $2 bill and ran it
to a gross above $3,000,000,’’ Mr. James
said “We now want to share our success
with the fellows who helped us do it.”

Mr. James early in the year disposed of
his James and Broadway theatres to the
Loew interests.

The rise of “Billy” James reads like a
fairy tale. From a newsboy he turned to
“jerking sodas,” became a pharmacist, and
then started a chain of cigar stands.

Then enter the Jungle Imps, a social

organization of good fellows, organized
about 22 years ago. James was called
upon to organize and give a minstrel show.
His success was instantaneous. His next
step was to take a lease on the Southern
theatre. Later he added theatres at Indian-
apolis and Springfield, Ohio.

Ill, Stages Comeback

His health become undermined. He
sold out everything and went to upper
Michigan and lived in a cabin. Here he
regained his health and also formulated
plans for building the Broadway, the first
motion picture theatre which he promoted.
Later he purchased the Ada Meade at
Lexington, Ky. The James theatre and
business block on West Broad street was
the next enterprise.

“In all my experience I have never per-
mitted a show or film to be put orr the
stage that had any vulgarity or lewedness,”
he said. A good valedictory.

New 5,000-Seat Theatre
Planned for Kansas City

Announcement of plans for a new 5, 000-
seat theatre at Kansas City by a large syn-
dicate, just following the recent opening
of Loew’s Midland, was outstanding in
theatre construction news of the week.
The Stanley Company has started erect-
ing the $500,000 Wedgewick at Mt. Airy,
Philadelphia suburb, and will open a new
2,000-seat house in Wynnfield, another
suburb, November 18.

United Artists will open its new Los Angeles
theatre the first week in December and one rn
Chicago December 15. Harry Heilman has opened
his Paramount theatre in Albany as one of the
finest residential houses in Central New York.
A total of 1,600,000 pounds of concrete mixture
was poured in one day in the balcony of the
Publix theatre in Portland, Ore.

C. R. Young has leased the Grand at Peru,
Ind. Phil Markel has bought the Gem at Wey-
mouth, Mass., and is building one in East Milton.
The Hope has just opened at Providence, R. I.,
as has the State at Milford, Mass. The 5,000-
seat Mosque opened at Richmond, Va., with Uni-
versal’s “Out All Night,” and Columbia’s “Blood
Ship” inaugurated the Forrest at Hastings, Neb.
A large suburban theatre is to be put up at
Portland, Ore., for J. A. Charlesworth and asso-
ciates.

Bob Gary of Kansas City has become
managing director of the Schine theatres in
Ohio.

Farmers, Not Fight Films,
Worry Senator Brookhart

Farmers, not light films, have
been worrying Senator Brookhart
of Iowa. “ I have not given this
subject any consideration what-
ever,” declares the Senator in re-
gard to fight films, ‘‘as I have been
extremely busy trying to work out
legislation that will be of benefit
to the farmers. There has been
no propaganda in Washington
concerning legislation during the
coming session of Congress as to
the fight film matter. I do not
know at this time whether a meas-
ure will be introduced into the
next Congress prohibiting the
showing of fight films or not.”

The fight films are still in the
lime light over the country. Bar-
ney Gelfand, manager of the
Tivoli theatre at Sioux City, la.,
was released last week on a $100
bond following his arrest on the
complaint of the Woodbury Coun-
ty W. C. T. U. At Atlanta a sec-
ond effort to show the films came
to grief last Thursday when the
film was seized at the Metropoli-
tan theatre where they had been
showing since Monday.

London Authorities
To Permit Showing
of “King of Kings ”

(Special to the Herald)

LONDON, Nov. 8, By Mail.— Although
there has been a strong expression of press
opinion against the exhibition of Cecil De-
Mille’s “King of Kings,” the London
County Council has approved the film, al-
though the figure of Christ is not allowed
to be portrayed upon the screen in this
country. This creates a precedent and is
regarded as of great importance to the en-
tire film industry here.

Austin Theatres Open
On Sunday as Test;
Fined $20 and Cost

(Special to the Herald)

AUSTIN, TEXAS, Nov. 8.— Managers
of seven theatres here were fined $20 and
costs each in corporation court last week
for operating shows on Sunday, a violation
of the rigid Austin blue laws.

Ezell of Warners Heads
Atlanta Board 4th Time

(Special to the Herald)

ATLANTA, Nov. 8. — For the fourth
time since its organization the Atlanta Film
Board of Trade has chosen John T. Ezell
of Warner Brothers president. The new
directors are C. R. Beacham, First Na-
tional; Dave Prince, Paramount; W. W.
Anderson, Pathe ; Major John W. Quillian,
Enterprise, and Ezell. Prince was named
vice-president, and Anderson, secretary and
treasurer.

Louis Kramer , Sr., Dead

Funeral services were conducted last
Friday in Chicago for Louis A. Kramer,
father of Lou Kramer, well known pub-
licist and advertising manager, now on the
West Coast. Burial was at Rosehill ceme-
tery. He died Wednesday.

Proceedings Against Companies Using

Block Booking in Texas Is Expected

(Special to the Herald)

AUSTIN, TEXAS, Nov. 8. — Proceedings against certain distributing com-
panies in the state of Texas are expected to begin in the near future, in con-
nection with the practice of block booking. Assistant Attorney General
Brown, who has just returned from the Federal Trade Commission session
in New York, announces that as soon as the Commission completes its inves-
tigation of methods of block-booking, and its effects, proceedings will be
started against those companies which are evidencing alleged violation of
the law.

Attorney Brown said that he had found several communications from
moving picture theatre operators in small Texas towns complaining at their
inability to obtain even good “second run” pictures because of the combine
that held the strings on the booking sheets of these pictures.

November 12, 1927

EXHIBITORS HERALD

17

Four Pictures Given Premieres

Fairbanks’ “Gaucho” Wins
Fitting Reception

By RAY MURRAY

HOLLYWOOD, Nov. 8. — “The Gaucho,” Douglas Fairbanks’
latest contribution to the cinema world, was given a fitting recep-
tion last Friday evening when its world premiere was held at Sid
Grauman’s new Chinese theatre. The opening exceeded in bril-
liance and splendor that of “The King of Kings,” the theatre’s
initial film.

Colorful Prologue Given

An unusually interesting and colorful prologue called “Argen-
tine Nights,” conceived by Mr. Grauman, shared honors with the
picture. There were twelve numbers, enacted before a street scene
in an Argentine village in the shadow of the Andes. Borrah
Minnevitch and his harmonica orchestra of boys of all ages and
sizes topped the bill, and Samuel Pedraza, tenor with an unusual
voice, had to respond to several encores. Harry White and Alice
Manning also stopped the show with a comedy dancing number.
Arthur Kay’s orchestra rendered a perfect accompaniment of
Argeatine music.

The first reel of “ The Gaucho” is in technicolor and introduces a
spiritual theme which is carried through the story. W hile there is
plenty of action throughout the telling of the tale in many respects,
it is a distinct departure from his usual light comedy style.

His encounter with the man afflicted with the black plague and
the healing of his hand lends a somber note to the whole. There
are many beautiful sets, deft tricks of the camera that deceive
the eye, beautiful mountain backgrounds and other bits of cinema-
tography craftmanship that show extreme care and experienced
handling by Tony Gaudio. The mobs of cowboys and soldiers
were admirably handled by Director F. Richard Jones and the
work of the entire cast was entirely adequate.

Lupe Valez Plays Well

Of course Lupe Valez, cast as the mountain girl, held second
interest to Doug. It is the first appearance of Hal Roach’s “find”
upon the screen and she plays with telling effect the fiery, care-
free maiden in love with the bandit leader. Eve Southern, who
plays “the girl of the shrine,” gave a convincing performance in
a difficult role. There is a flash of Mary Pickford as the Virgin
Mary in the early sequence before the miracle fountain.

Following the screening of the picture Conrad Nagel introduced
Douglas Fairbanks, who in turn asked several members of the
cast to stand up. The story of “The Gaucho” is credited to
“Elton Thomas,” who is none other than Douglas Fairbanks.

Among those seen in the audience at the Grauman opening
were Mr. and Mrs. Harry Rapf, Bess Meredyth, Billie Dove,
Belle Bennett, Carol Dempster, Mr. and Mrs. Irving Heilman,
Martha Sleeper, Carmelita Geraghty, Eve Southern, Mrs. D. J.
Grauman, Mr. and Mrs. Adolph Ramish, Priscilla Dean, Charlie
Murray, George Sidney, Hedda Hopper, Daniel Sully, Louella
Parsons, Dorothy Herzog, Margaret Ettinger, Dolores Del Rio,
Sally Rand, Sue Carol, Fritzi Rideway, Barbara Worth, Mary
Philbin, Laura La Plante, William Seiter, William Beaudine,
Edmund Breese, Don Alvarado, Betty Compson, Barbara Kent,
Mr. and Mrs. Rufus McCosh, Mr. and Mrs. Joe Rock, Corinne
Griffith, Mr. and Mrs. Robert Edeson, Sophie Tucker, May Mc-
Avoy, Dolores Costello, Louise Fazenda, Mr. and Mrs. Jack L.
Warner, Kathryn McGuire, Marie Corda, Alexander Korda, Alice
White, Virginia Lee Corbin, Alice Day and Marceline Day.

Niblo Direction Noticeable in
“Devil Dancer”

By DOUGLAS HODGES

LOS ANGELES, Nov. 8. — Gilda Gray made her second motion
picture appearance last Wednesday when “The Devil Dancer,” a
Fred Niblo Production, opened at the Million Dollar theatre to
a filled house. It is the Samuel Goldwyn picture which was begun
by Director A1 Raboch and turned over to Niblo after a four
weeks’ period when Raboch was needed for another picture.

Niblo s direction is very noticeable in the picture, his smooth
story telling ability is evident in both the continuity and cutting.

Despite his able work on it, there are many who saw the picture
who declared the screen is not for Gilda. Her work appears to
be slightly artificial and unseasoned.

She appeared in a prologue to better advantage than in the
picture. Jack Laughlin staged the show and built it entirely on
her dancing act. It is probably Laughlin’s best presentation work
and is evidence of his competence when he has a definite line to
follow and qualified talent with which to construct a show.

“Uncle Tom’s Cabin” Called
One of Decade’s Best

By JOHN S. SPARGO

NEW YORK, Nov. 8. — If “Uncle Tom’s Cabin,” Universal’s
big Harry Pollard production, is not one of the outstanding suc-
cesses of the decade, there is little use in relying on the judgment
of a dozen or more of the recognized best film men in New York.

The picture was given its premiere last Friday night at the
Central theatre before a critical audience in which were many
exhibitors and many executives of companies other than Universal.

All Call It Great Picture

During the intermission and at the close of the performance this
writer made as far as was possible a canvass of film men whose
opinions have weight, and without exception the verdict of each
was that Mr. Carl Laemmle had given to the screen a really great
picture. Several prominent theatre owners expressed their regretful
opinion that the production would hold up in roadshows for a
year or two years and that it would be that long at least before
they would have a chance to play it in their theatres.

Several executives of other companies regretted the production
did not belong to their companies, as they stated their belief that
it would prove one of the greatest of all money making pictures.

In all the laudations of the production the writer’s humble
opinion concurs. That the big Pollard production will get the
benefit of the best of road showing is evidenced by the fact that
Universal has established a roadshow department and placed at its
head Wayne Pierson, recognized as one of the best men in this
line of picture showing.

Hundreds Congratulate Laemmle

Mr. Laemmle, whose $1,250,000 enabled Director Harry Pollard
to spend two years in the making of “Uncle Tom’s Cabin,” stood
in the foyer of the theatre during the intermission and after the
ending of the showing, and was made happy by the hundreds of
film people who felicitated him on having sponsored a production
that will live and give pleasure to millions of persons for years
to come.

And now something about the picture. The production follows
fairly closely Harriet Beecher Stowe’s great book, written in 1851
and credited by many historians with being one of the minor
causes of the War of the Rebellion.

One rather radical departure — but one which adds to the hold-
ing interest of the picture — is the bringing of the time of the
story down into the Civil War. This Director Pollard has done
by having Sherman’s march to the sea figure in the rescue of
Eliza and her mother from imminent death at the hands of the
( Continued on page 21)

Marion Davies Scores in
“Quality Street”

By JOHN S. SPARGO

NEW YORK, Nov. 8.' — -“Quality Street,” M-G-M’s newest
Marion Davies production, was given its world premiere last week
at the Embassy before an audience composed largely of the
intelligentsia.

The picture, which is one of the most beautiful in the matter of
settings, photography and costuming that has yet been given to Miss
Davies, aroused spontaneous bursts of applause several times.

There is little question but that, for such an audience as attended
the opening night, “Quality Street” is about the best thing the
beautiful Hearst star has yet done. It will be interesting to
watch how the picture pleases the rank and file of audiences, who
are prone to want more rapid action than is possible with this
slow moving Barrie story.

If any criticism can be made of the well made picture, which
is almost faultlessly directed by Sidney Franklin, it is that it is
too long drawn out. As shown, the production is something
over 7,000 feet, and it is possible that it might be greatly improved
by being shortened up in footage.

The whole production exudes cost at every turn, and the repro-
duction of an English village of the year 1805 gave evidence that
there was no stinting of the bankroll. Every effort was made by
Dirctor Franklin to create in “Quality Street” a faithful picturi-
zation of Sir James M. Barrie’s sweet romance of the Napoleonic
period. The cast was chosen with care, Conrad Nagel being given
the part of the young doctor who returns from the war to find
his boyhood sweetheart still awaiting him. Miss Davies gives a
pleasing interpretation of the demure young Phoebe Throssel, and
again as the hoydenish, fictitious niece, Miss Livvy. As Suzan
Throssel, the elder sister of the charming Phoebe, Helen Jerome
Eddy gives a performance which at times threatens to challenge
Miss Davies for histrionic honors.

18

EXHIBITORS HERALD

November 12, 1927

Pupils Start Own Film Company
As Problem in Arithmetic

Study of Corporation Procedure and Banking Made Painless Opera-
tion— “ Articles of Incorporation” Filed

(Special to the Herald)

DES MOINES, Nov. 8. — Business procedure of a motion picture
corporation will be used by a public school teacher, Miss Stella
King, as the basis upon which all the arithmetic work done by the
eighth B class at Greenwood school during the present semester will be
carried out. This unique idea, new to both teaching force and young-
sters, will bring pictures into the limelight of family publicity in a
manner forceful and graphic, and at the same time will enable the teacher
to put over instruction in corporation procedure, banking, brokerage,
taxation, interest on bonds, insurance and other allied subjects as a
practically painless operation.

'T''HERE is little romance to the aver-
age thirteen-year-old in “finding the
interest on $5,000 at 6 per cent for seven
months and fifteen days,” but figuring
interest on the actual investment of
even a small cash outlay of his very own,
anticipating dividends on the results of
the picture show business conducted by
himself, and computing income tax,
brokerage and insurance for a firm of
which he is a part, will be a thrilling
experience.

“Articles of Incorporation” Filed

Already a sign hangs on the door of
a small room off the regular classroom,
“Office of the A. C. C. Film Co., Inc.”
The initials stand for Art, Chuck and
Carl, officers. Articles of incorporation
have been filed with the principal acting
as the state.

It seems that, for the first time in the
history of the industry, a charter is be-
ing held up because of orthography!
Slightly chagrined but quite undaunted,
the youngsters were forced to face the
fact that articles of incorporation
couched in words spelled with too much
originality, cannot be accepted by the
state.

Fifty shares at 20c each are to be
sold. The $10 thus obtained will be
spent to rent and transport films and
to pay the operator. Films from Iowa
State College on various industrial
and agricultural subjects will be used
not oftener than once in two weeks.

An admission of five cents will be
charged in the school auditorium arid
the dividends will be figured from
the profits.

After the first show, a board of di-
rectors will be chosen and will function
for the rest of the semester. It may be
necessary to float bonds later in order
to finance the business. All the original
investment will be repaid from the pro-
fits and the balance will go to the gen-
eral school treasury.

And the result? It is inconceivable
that, with the subject of motion pictures
constantly in mind, the youngsters will
fail to keep the topic stirred up both at
home and at school. As the most
grown-up group in their school they will
materially influence the thinking of the
younger pupils upon whose pocketbooks
they will have to depend for the ticket
sales necessary to put the project over.

U. A. Sells Stock to
Public; Stresses Value
Of Percentage Booking

(Special to the Herald)

NEW YORK, Nov. 8. — In offering
100,000 shares of common stock at $15
a share to the public, United Artists is
stressing the value of percentage book-
ing.

A circular letter from the company
reads: “The rental is made directly de-
pendent upon the drawing power of the
picture at the box office. No rental is
paid for the picture unless our theatres
make a net profit for the common stock-
holders. In other words, the owners of
the pictures are content to receive a
share of the net profits of the theatres
as a rental for their pictures.

The stock is being offered by E. W.
Clucas & Co., 11 West Wall Street.

Censors Bar Children
from “What Price Glory ”

( Special to the Herald)

MANITOBA, SASK., Nov. 8. — The
Manitoba Board of Moving Picture Cen-
sors has passed “What Price Glory,”
but with the provision that children
under 16 years of age should not be ad-
mitted to performances.

Ohio Convention
Will Study Trade
Commission Data

( Special to the Herald)

COLUMBUS, Nov. 8. — The principal
feature of the coming annual convention
of the Motion Picture Theatre Owners
of Ohio, to be held at the Deshler-Wal-
lick hotel, November 15, 16 and 17, will
be the report of the findings of the Fed-
eral Trade Commission. While it is not
absolutely certain that the findings of
the commission will be ready for an-
nouncement at that time, still assurances
have been given by Abram F. Myers that
they will be.

Arrangements have been made for a
pre-convention dinner at the Deshler-
Wallick hotel, Tuesday evening, Novem-
ber 15. The first business session will
be held November 16. President Wil-
liam M. James, will deliver his annual
address. The address of welcome will
be by Mayor James J. Thomas of Colum-
bus and the response by J. J. Efarwood.
Other addresses will be by R. F. Wood-
hull, president of the M. P. T. O. A.,
and Joseph N. Ackerman, state senator.

The banquet will be held on the eve-
ning of November 16 in the ballroom at
the Deshler-Wallick Hotel.

Secretary P. J. Wood of the M. P.
T. O. O., has announced that the first
film of the Ohio News Weekly will be
shown at the banquet.

Universal Schedules 7
“Specials" for 1928-29 ;
22 “ Features ” Listed

(Special to the Herald)

NEW YORK, Nov. 8.— Universal an-
nounces that it has practically completed
its lineup for 1928-29 with the recent pur-
chase of a number of outstanding dramatic
and literary works for production into
“Supers” and “Leaders.”

As outlined at present the new program
will include seven “Supers,” four Reginald
Denny productions, five “Leaders,” about
22 program features, seven Hoot Gibson
pictures, and a number of new Westerns
and “Thrillers.”

Shirley Mason Scheduled
For 2 More Columbias

(Special to the Herald)

NEW YORK, Nov. 8. — Columbia Pic-
tures has renewed its option on Shirley
Mason’s long-term contract and will star
her in two more “Perfect Thirty” produc-
tions. Miss Mason made her debut in
Columbia pictures with “Sweet Rosie
O’Grady.”

The New York premiere of Columbia’s
“The College Hero” will be at the Hippo-
drome the week of November 21. The
cast includes Charley Paddock, famous
sprinter ; Pauline Garon, Bobby Agnew and
Rex Lease. Walter Lang directed.

Maynard Rodeo Trophy
Given to Lonnie Rooney

(Special to the Herald)

NEW YORK, Nov. 8.— -Lonnie Rooney
won the “World’s Champion Cowboy”
trophy, given by Ken Maynard at the
rodeo held recently at Madison Square
Garden. Johnnie Hines presented the
handsome silver and bronze base relief
of a cowboy riding a bucking bronco.
Each year Maynard gives a trophy of
some kind to the winner of the annual
rodeo.

Paramount, M-G-M and F-N to Dissolve
Fanamet Combine in Europe, Is Belief

(Special to the Herald)

NEW YORK, Nov 8. — While no official announcement has been made it
is generally believed here that the combination of Metro, Paramount and
First National in Central Europe, which has been operating under the name
of Fanamet, will be dissolved by mutual consent on January 1.

The heads of the foreign departments of the three companies, E. E. Shauer,
of Paramount; Arthur Loew, of Metro, and Bruce Johnston, of First Na-
tional, are now in Europe and are expected to settle there all details of the
dissolution before they return.

The abandonment of Fanamet means that each of the three companies will
return to its former system of individual selling. Paul Kauffman, for First
National, A1 Aronson for Metro and Ike Blumenthal for Paramount, have
been supervising the operation of Fanamet out of Berlin, the product of the
three companies being sold as Fanamet films.

November 12, 1927

EXHIBITORS HERALD

19

Young Men Best Managers?
Ayes Have It in Milwaukee

But Many Believe in Seasoning Organization with Older and
More Experienced Showmen — Leading Chains
Have Number of “Young Bloods”

( This is the first of a series of articles to appear in the “ Herald ” on
old and young exhibitors ).

(Special to the Herald)

MILWAUKEE, Nov. 8. — Which are the better showmen, the young or
old exhibitors? The young bloods seem to have the edge in Milwaukee,
at least as far as numbers are concerned. And what is more important,
several of the older men, who were managers themselves at one time but
now are employing managers instead, seem to be for the young fellow.

Young Blood in Milwaukee Theatre Circuit
The Milwaukee Theatre Circuit has on its roster eleven neighborhood
houses in Milwaukee. Of these eleven houses, nine are managed by men
who are still in their twenties and the average age is 23. Most of, these have
been in the show business for a number of years and started as ushers or
doormen.

THIS LOVING CUP was presented by
Tiffany Productions to D. C. Mill-
ward of the Seattle exchange for mak-
ing the best showing in the final two
weeks of the Summer Sales contest.

We Are Sorry, Flappers,
M-G-M’s $10,000 Rodeo
Trophy Goes to Mother

(Special to the Herald)

NEW YORK, Nov. 8. — Motherhood
scored another triumph in the world of
sports when Florence Hughes, who in pri-
vate life is Mrs. Floyd Randolph and the
mother of a six-year-old daughter, won
the $10,000 Metro-Goldwyn-Mayer trophy
in the Madison Square Garden rodeo here.
She hails from Ardmore, Okla.

The trophy was awarded for the donors
by Jack Dempsey and Eddie Cantor. The
trophy must be captured three times in
succession before being awarded perma-
nently.

“Abie’s Irish Rose” Film
with Nancy Carrol Starts
When Al Smith Signals

(Special to the Herald)

NEW YORK, Nov. 8.— Governor Al
Smith will telegraphically start produc-
tion on “Abie’s Irish Rose” from Albany
this Thursday. Nancy Carrol, New York
show girl has been selected to play
Rosemary Murphy by Ann Nichols who
has been in Hollywood for some weeks
supervising production for the picture.

V. Moses Reorganizes
Fox Publicity Offices

(Special to the Herald)

NEW YORK, Nov. 8. — Reorganization
of the Fox publicity department in order
to give better and more efficient service
to exhibitors in publicizing the lineup of
pictures is announced by Vivian M. Moses,
director of publicity and advertising.

Donn McElwaine is now publicity man-
ager in place of Daniel M. Daherty, who
is with Fox News as associate editor, and
Beth O’Shea, who has recently returned
from Europe has resumed charge of the
fan magazine publicity.

Cahill Goes to Burbank
as Rothacker Assistant

(Special to the Herald)

NEW YORK, Nov. 8.~-Frank Cahill,
First National assistant treasurer, left
here Sunday for the West Coast studios
to work with Watterson R. Rothacker,
vice-president.

A number of these managers have been
with the circuit since its beginning shortly
over a year ago, and others were connected
with the Silliman circuit before it was
taken over by Universal. Among those
who have been with the circuit since its
origin are Stanley Gross, manager of the
Venetian theatre, who is only 24 but has
been in the business for eight years;
Eugene Arnstein, manager of the Kos-
ciuszko, only 20 but with the circuit since
its organization, Emil Franke, 23, man-
ager of the State; Robert Gross, 22, man-
ager of the Riviera, and M. S. Harris, 26,
manager of the Lake.

Two “Granddaddies” in Chain
Now there are two “granddaddies” on the
circuit in Elmer Hall, 40, manager of the
Fern, and Otto Lange, 42, manager of the
Jackson. These men sort of lend a steadi-
ness to an organization which is not always
found in the younger people. There are
several other experienced “youngsters” who
are also still in the twenties and have been
achieving success for the circuit. Among
these are Dave J. Goldman, manager of
the Downer, and Herman Koenigsreiter,
manager of the Astor.

These theatres constantly are put-
ting on exploitation ideas which go
over big, and in the most cases it’s
the young managers who are filled
with the ideas, they say.

They Know Their
Box Offices

A real showman and an oldtimer is J. A.
O’Brien (left) of the Strand at Rum-
ford, Me. There’s Pero Morrin, too,
of Shaw Hall, Greenville, Me., from
the Moosehead Lake country.

L. Sewnig, supervisor of theatres of the
Milwaukee Theatre Circuit and assistant
general manager of the circuit, believes in
young blood. “To begin with,” Sewnig
said, “it is hard to get older theatre man-
agers, and the results of this circuit show
we haW met with great success with young
managers and assistant managers. They
are not so fixed in their ideas and are more
willing to fall in with your trend of ideas.”

That’s one view. On the other hand,
there are other theatre operators who,
although strongly in favor of giving
the youngest every chance and con-
sideration, believe in seasoning their
organizations with older and experi-
enced men.

The Saxe circuit seems to have chosen
the policy of leavening their young blood
with the experience of older men, and they
have met with success beyond a doubt.
However, as a recent editorial article in
the Wisconsin News pointed out, John
Saxe, president of the organization, is
always ready to assist young men in their
work.

A number of Saxe theatre managers are
still in their twenties and are meeting with
success. They, too, however, had gained
their theatre experience at an early age
through the usher and doormen’s jobs.
Perhaps Paul Hayden, manager of Saxe’s
Strand is one of the youngest of that
organization. He is only 22 years old.
Other Milwaukee managers still in the
twenties are Jack Plant at the Oriental,
Frank Dau at the Merrill, C. W. Bedell at
the Uptown, James Long at the Wisconsin,
D. J. Smith at the Tivoli, and Milton Har-
mon of the Mirth. Throughout the state
as well, the Saxe organization is dotted
with young men as managers and assistant
managers, as Otis Lord of the Apollo and
Jeffris at Janesville and Harry Ellis of the
Majestic at Beloit.

Stunt Flyer Badly Hurt
as Plane Falls in Scene

(Special to the Herald)

HOLLYWOOD, Nov. 8.— Russell
Rausch, stunt flier of Long Beach, re-
ceived serious injury Friday when his
plane plunged 500 feet while he was mak-
ing a scene for “The Legion of the Con-
demned,” a Paramount picture at Cala-
basas. He was rushed to Hollywood
hospital where it was found he was suffer-
ing from a broken leg and internal in-
iuries.

20

EXHIBITORS HERALD

November 12, 1927

AL ST. JOHN. RALPH LEWIS AND KATE PRICE, making “Casey Jones" for
Rayart, seem to be enjoying the new phonograph record of the famous song.

New Exhibitor and Producer
Unit Forms; Cohen at Helm

“Independent” Factors Organize to Further “The Best Inter-
ests of the Motion Picture Industry” —
Headquarters in East

(Special to the Herald)

NEW YORK, Nov. 8. — The Board of Trade and Commerce of the Motion
Picture Industry of the United States of America, with a membership of “in-
dependent” theatre owners and producers, has just been organized in New
York. Sydney S. Cohen, former head of the M. P. T. O. A., is president.

The purpose of the organization, according to its formal announcement, is
to advance “the best interests of the entire industry.”

“The formation of the Board of Trade
and Commerce of the Motion Picture In-
dustry of the United States of America,
with offices at 28 West 44th Street, New
York City, has come about as a result of
the recent Trade Conference called by the
Federal Trade Commission to discuss trade
practices within the motion picture indus-
try, and held in New York City, October
10-15, 1927.

Producers Are Members

“A number of prominent independent
theatre owners from different parts of the
United States, together with some repre-
sentative producers, feeling the urgent and
immediate need of an organization such
as this, met and formed The Board of
Trade and Commerce of the Motion Pic-
ture Industry of the United States of
America, electing as their president, Syd-
ney S. Cohen, the outstanding independent
theatre owner of the country — a man who
served four terms as President of the Mo-
tion Picture Theatre Owners of America,
later serving as Chairman of its Board of
Directors, and at present being Chairman
of the Advisory Board.

“This Board of Trade and Commerce
was formed solely for the purpose of ad-
vancing the best interests of the entire
motion picture industry. It is not engaged
in any way in making, buying, selling or
exhibition of motion pictures, and ks dedi-

cated to the proposition that a free and
unrestricted competition in making, sell-
ing, distributing and exhibiting motion pic-
tures is fundamentally essential to the suc-
cessful future existence and development
of this great industry.

Believes Protection Necessary

“The founders of this association believe
that independent producers, distributors
and exhibitors must be guaranteed freedom
of action in their respective undertakings
and must be protected against unlawful
aggressions by potential monopolists so
that they may work out their own destinies,
— all to the end that the public may by
their continued enjoyment of superior mo-
tion pictures, the product of an active com-
petition, be encouraged to continue to sup-
port the industry as it has loyally done in
the past. This Board of Trade and Com-
merce is further convinced that without a
free and unrestricted screen the industry is
in danger.

“Membership in The Board of Trade and
Commerce of the Motion Picture Industry
of the United States of America is open
to every interested person, save only those
producers, distributors, theatre owners, or
officials affiliated with those forces who
seek to monopolise the motion picture in-
dustry ; and who, in seeking to monopolize,
destroy all independence and all initiative.

MAJOR EDWARD BOWES, manag-
ing director of the Capitol, which
celebrated its eighth anniversary last
week, received the congratulations of
Aileen Pringle, who came from the
West Coast for the event. Miss
Pringle stars in M-G-M’s “Tea for
Three," which played at the Capitol.

Harold Lloyd Finishing
“ Speedy ” on West Coast;
Lauds N . Y. for Its Aid

(Special to the Herald)

HOLLYWOOD, Nov. 8. — Harold
Lloyd and the cast of “Speedy,” who
have been in New York for the last ten
weeks shooting exteriors in which for
some of the shots an old-fashioned horse
car is used, are now on the Coast com-
pleting the production. Anne Christy is
the leading woman. Ted Wilde is direct-
ing the picture.

“We owe much to New Yorkers,” said
Lloyd, “for the assistance they rendered
us, for without the cooperation of ever-
one it would have been impossible for
us to have secured the excellent results
wTe feel we obtained.”

Horsley Critically III

(Special to the Herald)

HOLLYWOOD, Nov. 8.— David Hors-
ley, pioneer motion picture producer is
critically ill at the Hollywood hospital. He
recently underwent an operation for gall-
stones and pneumonia developed. His
physicians state he has passed the crisis
and will recover.

Buxbaum Wins Fox Title

(Special to the Herald)

NEW YORK, Nov. 8.— Harry H. Bux-
baum, manager of the Fox exchange,
captured the Fox Films Handball champ-
ionship at the West Side Y. M. C. A.
courts by defeating Sam Shapiro 21 to 6.
Dahill and Popowich won the doubles
championship.

Columbia Adds Exchange

(Special to the Herald)

NEW YORK, Nov. 8.— Columbia Pic-
tures' has completed arrangements for
opening an Omaha exchange, which will
take over the distribution of Columbia pro-
ductions in that territory from the Mid-
west Film Distributing Corporation.

V ancouver F B O Moves

(Special to the Herald)

VANCOUVER, Nov. 8.— The F B O ex-
change here under the management of A.
E. Rolston has been moved from Granville
street to the new Film Exchange Building,
at Burrard and Davie Sts.

Eastern Exhibitors Protest Against

Producers9 Non- Theatrical Sales Drive

(Special to the Herald)

PHILADELPHIA, Nov. 8. — Letters of protest against the reported drive
of producers to secure more non-theatrical business have been sent to all
distributing companies, exhibitor associations and the Hays organization by
the M. P. T. O of Pennsylvania, Southern New Jersey and Delaware. The
letter in part reads:

“This is not only unfair competition in supplying these non-theatrical or-
ganizations, but further, in view of the fact that their business amounts to so
little, there is no reason why steps should not be taken to eliminate it."

November 12, 1927

EXHIBITORS HERALD

21

“ UNCLE TOM’S CABIN” is now being shown in New York at the Central. In the above scenes from Universal’s pic-
turization of the classic of the South are (left to right) Margarita Fischer as Eliza, Virginia Gray as Eva, James B.
Lowe as Uncle Tom, John Roche as Mr. St. Clare, Mona Ray as Topsy and Gertrude Astor as Mrs. St. Clare.

Cleveland Exhibitors Re-elect
Harwood at Largest Meeting

President, William Janies, Wood and Lustig Speak on Results
of Trade Practice Conference — 87 Per Cent of
Membership Represented at Session
By J. C. JENKINS

The annual convention of the Cleveland Motion Picture Exhibitors’
Association was held in the association’s rooms on the seventh floor of
the Film Building in Cleveland last Tuesday. The main business of the
convention was the election of officers and the hearing of a renort of the
committee appointed to the Trade Practice conference recently held in
New York.

Harwood Re-elected President

J. J. Harwood was elected unanimously to succeed himself as presi-
dent over his very vigorous protest. H. H. Lustig was re-elected vice
president; B. Z. Levine, treasurer; G. W. Erdman, secretary and business
manager, and H. E. Horowitz was chosen a member of the board for
the three-year term.

Superb Photography
Noted in UniversaUs
“Uncle Tom’s Cabin”

( Continued from page 17)
villainous Simon Legree, and the reuniting
of the little family of George Harris, the
runaway slave.

Photography Remarkable
Remarkable photography marks the en-
tire production and many of the built-up
settings are little short of superb. The
photography is credited to Charles Stumar
and Jacob Kull, and after viewing the
wonder-work of these two artists one won-
ders why they have been kept in the dark
so long in this day of photographic de-
velopment of picture making.

Much in the way of setting is nature's
own, and in obtaining these Director Pol-
lard has used the Far North and the Far
South. Outstanding examples of these are
the scene where Eliza, carrying the child
in her arms, crosses the ice-covered river,
and again the steamboat scenes down on
the Mississippi. Both are too real to ever
be mistaken for anything but what they
are — the bonafide thing.

For the ice scene Pollard took his com-
pany to the northern Adirondacks in the
dead of winter. There a stream was found
which lent itself admirably to the purpose,
and as the result one of the most marvel-
ous scenes ever depicted on film is shown
when Eliza, with the bloodhounds in close
pursuit, leaps from ice cake to ice cake in
her desperate and successful effort to cross
the rushing torrent to the freedom which
she Hlieved awaited her on the Northern
shore.

The steamboat scenes are things of
beauty, and no one who has ever had a
glimpse of the broad Mississippi and the
majestic packets of that great waterway,
would fail to recognize that the scenes
shown were really taken there.

Production Well Cast
The picture is well cast, and Pollard has
given us an excellent Eliza, a sufficiently
villainous Simon Legree, a good scheming
Marks the Lawyer, a lovable Little Eva
and an excruciatingly funny Topsy.

The acting honors go to George Seig-
mann as Simon Legree, and a more repug-
nant _ and brutal villain scarcely could be
imagined. Arthur Edmund Carew is an
excellent George Harris, and Margarita
Fischer is equally good as Eliza. The Lit-
tle Eva is Virginia Gray, beautiful and
sweet enough to make the portrayal very
real. Mona Ray is funny all the time as
Topsy, and pathetic when that angle of
her work is necessary.

A luncheon was served in the associa-
tion’s rooms, after which were presented
a number of speakers who gave short ad-
dresses on various matters of interest to
the exhibitors. William James, president
of the state association, spoke at some
length on the results accomplished by the
Trade Practice conference and then made
an urgent plea for a large attendance at
the coming state convention at Columbus
November 16-17.

Wood and Lustig Speak

J. P. Wood, secretary of the state asso-
ciation, also urged a full attendance at the
convention and dwelt at some length on
his version of the results of the Trade
Practice conference and what it may even-
tually do for the industry as a whole. H. H.
Lustig was the one appointed to make the
major report on the Trade Practice ses-
sion and he took time to cover the matter
most fully as did President Harwood, who
was also a delegate.

Other addresses were made by State
Senator Joseph Ackerman, James Nimmo,
chief of the Cleveland fire department, and
Captain Emmett Potts of the police de-
partment. Secretary G. W. Erdman spoke
of the many things the association had
done in the past year and outlined a policy
for the coming year. He also stressed the
importance of a full delegation from
Cleveland to the state convention and
stated two special cars had been arranged.

Erdman stated the total membership of the
Cleveland association was 52, representing
104 theatres, and that 87 per cent of the
membership was present at the meeting,
the largest representation they ever had
had.

The Cleveland association is composed
of a live bunch of exhibitors and it has a
live and active set of officers. This asso-
ciation is likely to take the state conven-
tion by storm, for every preparation is
being made to send down a full delegation.

Wampas Entertained
by Dooley and Demarest

( Special to the Herald)

HOLLYWOOD, Nov. 8.— Members of
the Wampas were entertained last week at
their regular meeting by a program ar-
ranged by the newspaper and trade paper
representatives of Hollywood. The meet-
ing was held at the Breakfast club and was
in charge of Danny Thomas, of N. E. A.
service, chairman; Jerry Hoffman, N. Y.
Telegraph; George Schafer, Chicago
Tribune; Lew Vanader, Times; and Ray
Murray, Exhibitors Herald, The program
featured Billy Dooley, and Wm. Demarest,
comedians. Sam Harris, representing a
British film paper, also addressed the meet-
ing as did Donald Crisp, DeMille studios
director.

22

EXHIBITORS HERALD

November 12, 1927

Re-Takes

Coast Sees World Premieres of
“Gaucho,” “Devil Dancer”

George Fitzmaurice and Diana Kane Married — Fox Preparing Script
for Special — W esco Begins Neiv Drive

By RAY MURRAY

HOLLYWOOD, Nov. 8. — Two world premieres in one week kept
the motion picture celebrities stepping. The first was the initial
showing of Gilda Gray’s new starring vehicle, “The Devil Dancer”
at the Million Dollar theatre, on Thursday night. This is a Sam Goldwyn
production released by United Artists. The tickets for the opening night
were priced at $1.50 to $3, the proceeds being donated by Goldwyn to estab-
lish a Chinese children’s playground. Gilda’s picture is a story of the
Orient and elaborately presented with some especially fine photography
by George Barnes. Fred Niblo directed. Jack Laughlin’s prologue with
Miss Gray in person drew plenty of applause.

OID GRAUMAN’S second offering at
his new Chinese theatre presented Fri-
day evening, was “The Gaucho,” Douglas
Fairbanks’ latest for United Artists. Grau-
man’s prologue called, “Argentine Nights”
was one of the most colorful and intri-
guing stage acts devised by this most versa-
tile impresario.

* * *

Fitzmaurice, Diana Kane Wed

The wedding of George Fitzmaurice and
Diana Kane was performed last Wednes-
day evening at Santa Barbara before a
few of their most intimate friends. Fitz-
maurice is a director for First National
and Miss Kane, who is a sister of Lois
Wilson, is a former New York stage ac-
tress. Robert Schable acted as best man.
Among the guests were John McCormick,
Colleen Moore, Lois Wilson, Mrs. George
Archainbaud, Robert Kane, Constance
Lewis, and Carey Wilson.

* * *

Howard Estabrook, who has written
the continuity and original stories for
several successful pictures, has been
engaged by Winfield Sheehan, general
manager Fox Films, to write the script
for an unnamed Fox special scheduled
for early production. The picture will
be directed by Irving Cummings.

jjs >fc

Walter E. Green, president of Brenda
Pictures Corporation, has decided to call
his initial picture, “The Port of Missing
Girls,” instead of “White Lights.”

* * *

W esco Starts New Drive

Harold B. Franklin, president West
Coast Theatres, Inc., has started a drive
called “Way Better Than Last Year,” in
all West Coast houses.

* * *

Too much realism in a scene for
“Ramona” stopped production on Edwin
Carewe’s opus last Thursday. Vera Lewis,
playing a character role, was asked by Mr.
Carewe to slap Dolores Del Rio the star,
across the cheek at a given signal. Miss
Lewis hit much harder than intended and
the result was that Miss Del Rio was
forced to leave the set at once and seek
dental aid. A heavy bracelet worn by Miss
Lewis cut the inner lining of Miss Del
Rio’s cheek and loosened a back tooth.

* * *

With the completion of “Ladies
Night in a Turkish Bath,” which Eddie
Cline is now directing for Asher,
Small and Rogers, this well known
firm of producers will dissolve and
each one will produce on his own.

Jj< * H*

With the arrival of Edward Halperin,
president of Victory Pictures and of Hal-

perin Brothers, Inc., on the coast last week,
Hollywood has a new name on its produc-
ers list. Halperin will unite with his
brother, Victor Halperin, and J. Boyce
Smith, West Coast representative of In-
spiration Pictures. The new firm expects
to start production within a month.

^

Estelle Taylor will again appear upon the
screen after several months’ absence, in a
picture version of Forrest Halsey’s, “The
Whip Woman.” Miss Taylor signed last
week with the Robert Kane unit of First
National.

Richard A. Rowland, general manager of
First National Pictures, is expected in
Hollywood this week. Several stories are
awaiting his approval at the Burbank plant.

* * *

Claire Windsor signed last week with

Excellent Pictures Corporation to appear
in “Satan and the Woman,” which Burton
King will direct at Tec Art studios. Cor-
nelius Keefe is cast as the leading male
opposite Miss Windsor. Work started

Nov. 4.

* =K *

Harold Shumate, well known scen-
arist, has been signed by Sam Sax,
president of Gotham Productions, to
act as editorial production supervisor
for Gotham. Shumate has just com-
pleted the continuity for “Fruits of
Divorce,” starring Percy Marmont and
Mae Busch.

* H= *

Charles C. Burr, producer of the Johnny
Hines pictures for First National, and the
“B” in B. & H. Productions, has decided
to make California his permanent home.
Mrs. Burr and four children arrived last
week from New York City and were met
by a large group of friends.

Margaret Livingston is about the busiest
actress in Hollywood at present. She ar-
rived from New York a week ago, bought
a duplex residence in North Orange Drive,
moved into one half of it, signed a con-
tract to appear in a Tiffany Production and
went to work, all in six days.

H« % sfc

Carey Wilson on Crutches

Carey Wilson, producer for First Na-
tional, is going to and from work on
crutches these days. Wilson broke his ankle
in two places while playing tennis last Sun-
day and will be laid up for several weeks.
He has just finished, “The Private Life of
Helen of Troy” for First National.

Hi H< H«

Wedding bells will soon chime for Edna
Murphy and Mervyn LeRoy, the young

First National director. Miss Murphy an-
nounced that the date of their wedding had
been tentatively set for Dec. 15. LeRoy
has just been assigned his second picture
at the Burbank studios. Miss Murphy is
working at Warner Brothers opposite

Monte Blue.

"LJ OLLYWOOD.- — Well, we put in a very
busy week, what with two openings
and a Wampas meeting. Gilda Gray
showed us her new picture, “The Devil
Dancer,” and stepped a few steps in the
prologue downtown at the Million Dollar
(small sum these days) theatre; Sid Grau-
man staged another one of his brilliant
premieres at his crimson, yellow and gold
playhouse, and the newspaper boys tried
to entertain, instead of being entertained,
at the last Wampas meeting.

* * *

The latter would have been a complete
success if a toe dancer, a trained dog and
a couple of promised vaudeville acts had
shown up. As it was, Bill Demarest and
Billy Dooley, with the help of a very good
Fireman’s band, had to furnish the enter-
tainment.

* * *

These newspaper boys are much better
eaters than masters of ceremonies any time
and I guess President Ray Coffin has found
that out.

Hs Hs H«

Neat and Nifty

Doug. Fairbanks has a new game in
“The Gaucho.” It’s bolo and it is sure fire
for suppressing riots or capturing enemies.
All you have to do is throw a rope with
two heavy knobs on the end around a fel-
low’s neck and the war is over.

* * *

Tiresome Wise One

I was wishing I had a bolo the night the
picture opened. The lady next to me kept
saying every three minutes, “That’s a glass
shot.”

* * *

Society Note

News wasn’t so plentiful around Holly-
wood last week. Only five or six divorces
and a couple of weddings. One wife wants
a divorce because her husband is always up
in the air. It’s a good thing for society
most wives are very patient because most
husbands are inclined to be high fliers.

* =k *

Cruel!

Is there no justice in Hollywood? Louis
Wolheim wants to have an operation on
his nose, and a mean producer gets out an
injunction and stops it.

* * *

Louis is now working in a picture called,
“Hell’s Angels,” but the story has no refer-
ence to film magnates.

He H4 H4

Famous Last Words

“It never rains in California except in
the rainy season.”

* * *

Get out my fishing tackle, Meadows, go-
ing to Noah Beery’s fish farm Sunday.

— R. M.

Jacqueline Logan III

( Special to the Herald)

HOLLYWOOD, Nov. 8.— Jacqueline
Logan, DeMille star, is suffering from a
severe attack of influenza and has been
confined to her home under the care of a
physician for several days.

Thomson in Mojave Land

(Special to the Herald)

HOLLYWOOD, Nov. 8.— Fred Thom-
son and his entire company are on location
in the Mojave desert, where they will be
for three weeks making scenes for “The
Pioneer Scout” for Paramount.

November 12, 1927

EXHIBITORS

HERALD

23

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of November 12

by

the Camera

F. W. M u r n a u
(right). Fox di-
rector, was greet-
ed on the West
Coast by Winfield
Sheehan, ( left )
general manager,
and Sol Wurtzel,
general superin-
tendent of the stu-
dios. Murnau is
under a new con-
tract.

Estelle Taylor has
just signed with
Robert Kane to
play the feminine
lead in “The Whip
Woman” for First
National after al-
most a year’s ab-
sence from the
screen. Jack
Dempsey, her hus-
band, says
“Great!”

A real military tinge was given to the recent premiere of the Pathe-DeMille production, “Dress Parade,” when three hundred
cadets in the first class at the school of the Army were guests at dinner at the Hotel Astor preliminary to marching in a body
to the Strand theatre for the opening. General Winans, new superintendent at West Point, was also at the first showing of the
production, which, needless to say, was filmed at the institution overlooking the Hudson river.

24

EXHIBITORS HERALD

November 12, 1927

That nose of Louis Wolheim (middle) was the “bone of contention” in dispatches
last week. The star of “Two Arabian Knights,” United Artists, had his nose
operated upon to facilitate breathing, but the contour was not changed, which
leaves it the unique proboscis of pictures. Mrs. Wolheim and Lionel Barrymore
also attended the Los Angeles premiere.

Helen Foster has just been signed to
a five years’ contract by Universal.
She supports Jack Daugherty in “The
Haunted Island,” a new serial thriller.
She excels in mystery plays.

A leopard can’t change his spots nor can a boy change his
freckles. Which is well. Suppose John Fox, Jr., (right)
had lost his facial pointages in the midst of the shooting
of F B O’s “Freckles !” Frankie Darro has plenty, too. In
fact, there seems to be an argument on totals.

Just two young folk trying to get a long or longer — in

the world. Della Peterson and Dorothy McNames appear
in support in Educational pictures. And one might add
that it takes a very good brand of support to do this, par-
ticularly as a pre-breakfast exercise.

November 12, 1927

EXHIBITORS HERALD

25

Marion Davies is making “The Patsy”
for M-G-M. Here she is in her garb
for “The Fair Co-ed,” just shown at
the Chicago theatre. She’ll make her
rivals look like those things above her.

Harry Langdon, comedian extraordinaire, again has chosen Gladys McConnell for
his leading woman, this time in “The Chaser,” his next for First National. Pre-
liminaries to actual shooting of the picture are now well under way. Miss Mc-
Connell, a Wampas Baby Star of 1927, has struck the proper cadence in putting
her best foot forward, judging by her rapid advancement.

No, this is not the 1927 model wedding trousseau. Never-
theless, they say wedding bells are chiming in the distance
for Neal Burns, Paramount-Christie star, and Joan Marquis,
who has appeared in a number of the comedian’s latest
pictures.

Hog and husband calling no offense intended in mention-
ing the two together is a popular pastime at outings, they

say. But A1 Rogell, First National director, is just calling
Alec B. Francis and Molly O’Day back to the camera in
“The Shepherd of the Hills.”

26

EXHIBITORS HERALD

“Make Haste” If You Want to
Join New N. Y. Film Club

Charter Membership Limited to 200 — PickforcTs Latest Opens at
Rialto, While Fairbanks Film Is Scheduled for “Legit”

By JOHN S. SPARGO

NEW YORK, Nov. 8. — From present indications it appears that if
any of you people who read this desire to become charter mem-
bers of the Motion Picture Club of New York, it will be necessary
for you to send in your application without delay. And with the applica-
tion don’t overlook sending your check, the $100 initiation fee, for that’s
the way it’s being done.

AT a meeting of the club to be held
Nov. 10 — that is Thursday of this
week — the temporary secretary and treas-
urer, Bruce Gallup, will report close to ISO
already elected to charter membership, all
paid up and everything. As the limit of
the charter membership is 200, there is
little doubt that this number will be
reached before the next meeting, which will
be in about two weeks. When 200 are en-
rolled the initiation fee moves up to $150.

Film men who reside outside of New
York, but who make frequent trips to the
Metropolis will find the Motion Picture
Club, with its quarters right in the Times
Square district, of great value to them
both in a business and social way. A num-
ber of applications for charter member-
ships have been received from prominent
film men in the key cities.

* * *

Mary Gives Doug the “Break”

Mary Pickford’s newest picture, “My
Best Girl,” and said to be one of the best
she has made in recent years, was given
a world premiere last Saturday night at
the Rialto theatre, where it is expected to
settle down for a long run.

“The Gaucho,” the new Douglas Fair-
banks production, will have it New York
premiere Nov. 21. For this the Liberty
theatre has been selected, and it is expected
that the opening night will witness a typi-
cal United Artists premiere with all the
usual frills, and probably some new ones
that Victor Shapiro has thought up.

This showing of a Pickford picture in
a regular picture theatre, and a new pro-
duction from the other end of the family
in a so-called “legit” house, is something
new again. Both are United Artists re-
leases and as a usual thing our Mary in-
sists that her pictures be given as big a
ballyhoo as those of her talented husband.

Still, all things in this picture business
are subject to change, so if Mary doesn’t
worry about it, let’s not acquire any
wrinkles for ourselves.

* * *

The annual Supper and Ball of the
Theatre Owners Chamber of Com-
merce is to be held at the Hotel Plaza
on the evening of Friday, December
16. The committee in charge, consist-
ing of J. Louis Geller, chairman. Max
Felder, Lee A. Ochs, Marty Schwartz,
Sam Sonin, and Henry Suchman, an-
ticipates that the affair will be one of
unusual excellence.

* * *

Leila Hyams Wed to Phil Berg
Two hundred guests saw Leila Hyams,
Warner Brothers player, married to Phil
Berg, Hollywood casting agent, at Sherry’s
on Saturday evening, November 5. Miss
Hyams’ parents are Hyams & McIntyre,
famous stage team. Her maid-of-honor
was Betty Bernard, daughter of Sam Ber-
nard.

* * *

“Pajamas,” with Olive Borden, a Wil-
liam Fox picture, replaced “The Main
Event” at the Roxy theatre last Saturday.

The picture is based on a story by William
Conselman telling of the romance of a
very modern girl. Supporting Miss Bor-
den are Lawrence Gray, Terry Miley and
John J. Clark.

* * *

UFA Super at Small House

The UFA super-production, “At the
Grey House,” received its first showing in
New York last Saturday, at the 5'5th Street
Cinema, a tiny playhouse on 55th Street,
just east of Seventh Avenue. This film was
originally shown under the title “The Se-
cret of the Manor,” over a year ago in
Berlin at the Ufa-Palast, and is a most
striking screen drama. It was directed by
Arthur Von Gorlach and was his first and
last production, as he died soon after it
was finished.

“The Grey House” tells a story of a
medieval feudal magnate and his family
who fought and destroyed one another. It
has been conceded to excel “Caligari,”
“Siegfried,” or “Faust.” For sheer beauty,
the picture offers one of the most striking
examples of an atmosphere that is rarely
seen on the screen. The “sets” are all
“originals,” as most of the action was made
at an old castle found near Berlin.

* * *

Joseph M. Levenson, for many years as-
sociated with Moe Mark in the Mark
Strand Theatre enterprises, at a meeting
held in Philadelphia, was elected a vice
president of the Stanley-Mark Strand
Theatre Corporation.

* * *

Many of the members of the A. M. P.
A. thought they knew about all that is to
be known about the art of photo engraving,
but last Thursday they discovered they
were all wrong. The discovery was due
to an address on the subject by Harry A.
Groesbeck, Jr., general manager of the
Walker Engraving Company. Mr. Groes-
beck, he knows how!

The session was presided over by that
live wire, President Bruce Gallup, and at
the close of Mr. Groesbeck’s talk many of
the members asked questions and learned
a lot about the making of cuts.

“Wings” Business Tops
Criterion’s Capacity

(Special to the Herald)

NEW YORK, Nov. 8.— For the
first 10 weeks of its run at the Cri-
terion, “Wings” has exceeded the
weekly capacity receipts of the
theatre by over $600, according to
A. Griffith Grey of Paramount.
The average receipts for the 10
weeks have been $16,300, or more
than $600 over $15,700 which is
the capacity. This discrepancy is
explained by the fact that 3,100
persons have paid $1.10 each to
stand for two and a half hours
while viewing the picture.

November 12, 1927

Wayne Pierson Heads
“U’s” Newly Created
Roadshow Department

(Special to the Herald)

NEW YORK, Nov. 8. — Wayne Pierson
has recently been made general manager
of Universal’s newly created roadshow de-
partment. The new
department was
established to mar-
ket “Uncle Tom’s
Cabin,” which
opened in New
York November 8,
and three road-
shows, “The Man
Who Laughs,”
“Show Boat” and
“ B r o d w a y ,”
which are to fol-
low in the next
two years.

Pierson was for-
merly general
manager of the
Fox roadshow department and also for
“The King of Kings,” and has served with
roadshow departments for a number of
other important pictures.

Carrol Sax Is Made
Production Manager
of Gotham Pictures

(Special to the Herald)

NEW YORK, Nov. 8. — Carrol Sax has
recently been made production manager
for Gotham Productions on the West
Coast, and has already assumed the duties
of the position. The appointment came
as a result of the resignation of Sam
Bischoff who has resumed active charge
of his own production affairs. Carrol Sax
is a brother of Sam Sax, president of
Gotham Productions.

Withey III, Claudet
Finishes “Outcast Souls”

(Special to the Herald)

NEW YORK, Nov. 8. — Louis Claudet,
independent director, has completed the
filming of “Outcast Souls,” the third Sterl-
ing picture for 1927-28 which was begun
by Chet Withey, who was forced to cancel
his contract because of illness. This film
is the first completed by the Sterling pro-
duction company in Hollywood, recently
reorganized by Henry Ginsberg, president
of Sterling Pictures. The picture will be
released December 15.

First Division Names
Carlin Publicity Head

(Special to the Herald)

NEW YORK, Nov. 8. — George A.
Carlin has been elected director of pub-
licity and advertising for First Division
Distributors. Carlin was formerly with
Warner Bros., and also with Metro-
Goldwyn. “Comrades,” a war picture
written by James Ormont, is now in
production on the West Coast.

Rosen III, Archainbaud
Directs Tiffany Picture

( Special to the Herald )

NEW YORK, Nov. 8— Phil Rosen, who
has been directing the Tiffany production
“A Woman Against the World,” has sud-
denly been taken ill and his friend George
Archainbaud will handle the megaphone
until Rosen’s recovery.

November 12, 1927

EXHIBITORS HERALD

27

RELEASES

WEEK OF NOVEMBER 13
“The Trail of the Tiger,” No. 2, Adventure, Uni-
versal, two ; “Buster, What’s Next,” Stern, Uni-
versal, two; “Uncle Tom’s Crabbin’,” Felix the
Cat, Educational, one; “Scared Silly,” Tuxedo,
Educational, two ; “Models in Mud,” Hodge-
Podge, Educational, one; “Fleshy Devils,” No. 3,
Standard, F B O, two ; “Ocean Blues,” Adams,
Paramount, two; “For Crime’s Sake,” Krazy
Kat, Paramount, one; “The Masked Menace,”
No. 2, Pathe, two ; “Saved by a Keyhole,”
Fables, Pathe, two-thirds; “Alien Antics,” Rice,
Pathe, one; “King Harold,” Gaiety, Pathe, two;
“Smith’s Cousin,” Sennett, Pathe, two ; “Pathe
Review,” No. 46, Pathe, one; “Topics of the
Day,” No. 46, Timely Films, Pathe, one-third;
“Newslalf No. 6,” F B O, one; “Fleshy Devils,”
Standard, F B O, one; “The Moose Country,”
Varieties, Fox, one; “Heebee Jebees,” Metro-
Goldwyn-Mayer, two.

WEEK OF NOVEMBER 20
“Mad Scrambles,” Christie-Burns, Paramount, two ;
“Koko Kicks,” Inkwell Imps, Paramount, one;
“Many Wings Beside the Still Waters,” Out-

door Sketches, Educational, one; “Rest Day,”
Cameo, Educational, one; “The Little Rube,”
Dorothy Devore, Educational, two; “The Win-
ning Punch,” Collegians, Universal, two ; 4 The
Trial of the Tiger,” No. 3, Adventure, Univer-
sal, two; “Oh Mabel!” Stern, Universal, two;
“The Masked Menace,” No. 3, Pathe, two; “The
Fox Hunt,” Fables, Pathe, two-thirds; “Do
Detectives Think?” Roach, Pathe, two; “Have a
Drink,” Record, Pathe, two-thirds; “Pathe Re-
view,” No. 47, Pathe, one; “Topics of the Day,”
No. 47, Timely Films, Pathe, one-third; “A Silly
Sailor,” Imperial, Fox, two; “Us,” Metro-Gold-
wyn-Mayer, two; “Buffalo Bill’s Last Fight,”
Metro-Goldwyn-Mayer, two.

WEEK OF NOVEMBER 27
“The Masked Menace,” No. 4, Pathe, two ; “Flying
Fishers,” Fables, Pathe, two-thirds; “Cups and
Contenders,” Rice, Pathe. one; “The Bull
Fighter,” Sennett, Pathe, two; “From Hand to
Mouth,” Roach, Pathe, two ; 4 Fiddlesticks,”

Sennett, Pathe, two; “Pathe Review,” No. 48,
Pathe, one; “Topics of the Day,” No. 48, T.mely
Pathe, one; “The Trail of the Tiger,” No. 4,
Adventure, Universal, two “Red Hot Bullets,”
Mermaid, Educational, two ; “Whys and Other
Whys,” Felix the Cat, Educational, one; “Sham-
rock Alley,” Big Boy, Juvenile, Educational, two;
“Newslaff No. 7,” FBO, one; “Lights and
Shadows of Sicily,” Varieties, Fox, one.

New Pathe Serial, Made
from Story by Kelland,
Stars Kent, Jean Arthur

Pathe is now releasing “The Masked
Menace,” a 10 episode serial, which was
made from “Still Face,” a story by Clar-
ence Budington Kelland which ran in
instalments in the Saturday Evening Post.

The cast, headed by Larry Kent and
Jean Arthur, includes a number of well
known names, and the serial as a whole
shows the value of making a serial from
a good story. The setting is laid in the
logging country of New England. The
subtitles are written in the dialect of the
people of this territory, which gives the
picture an added interest. They appear
to have been taken directly from the
story and adapted into subtitles. — W. W.

Public Call for Short Product
Growing, Declares Exhibitor

Public appreciation of the short feature is growing stronger and stronger
and the call from patrons for good product of the abbreviated variety is be-
coming more insistent, an exhibitor told J. C. Jenkins, the “Herald Man,”
who is carrying to the theatre owner in the field this department’s question-
naire to determine what proportion of an exhibitor’s advertising should be
devoted to short features.

“There is 'a greater call each year for
short subjects,” says F. J. Sailor of the
Star theatre at Fremont, Ind.

Furthermore, “without a short sub-
ject your show is incomplete,,’ writes
‘H. W. Starrett of the Ottawa, Star and
Luna at Wayne, Ohio. “I consider
comedies an asset to any theatre.”

Joe Brokaw of the Opera House
and the Brokaiv at Angola, Ind., says
he has “lots of calls ” for short fea-
tures.

One-fourth to one-fifth of the total
advertising of the exhibitor should be
given to the short product he is running,
according to the majority opinion of the
latest group reporting to “Daddy” Ten-
kins. Most of these are Ohio theatre
owners, some are from Indiana. Here
they are:

35 Per Cent

H. W. Starrett, Ottawa, Star and Luna,
Wayne, Ohio.

30 Per Cent

Otto J. Motry, Lyric, Tiffin, Ohio.

25 Per Cent

H. L. Tracy, Temple, Willard, Ohio.
Joe Brokaw, Opera House and Bro-
kaw, Angola, Ind.

20 Per Cent

Leo Burkhart, Jr., Hippodrome and
Grand, Crestline, Ohio.

F. J. Sailor, Star, Fremont, Ohio.

Clark M. Young, Cla-Zel, Bowling
Green, Ohio.

WMD StSBtS MR

smimwi wisiMK

Mrs. Frances Levapresto, reputed to be
106 years old, celebrated her birthday
by being photographed by M-G-M
News and taken to the theatre in Stat-
en Island for her first view of motion
pictures.

F. H. Staup, Capitol, Delphos, Ohio.

15 Per Cent

W. B. Stewart, Star, Deshler, Ohio.

L. R. Moore, Roma, Columbus Grove,
Ohio.

A. T. Worthington, Star, Bluffton,
Ohio.

John C. Rundell, Colonial, Montpelier,
Ohio.

10 Per Cent

W. R. Gueim, Grand, Paulding, Ohio.

H. M. Napus of the Photo Play at
Grand Rapids, Ohio, believes none of the
advertising should be allotted to short
features but Starrett, who declares
comedies “an asset to any theatre,” fa-
vors placing as high as 35 per cent of
the advertising into short features, which
is reel for reel higher than for the aver-
age long feature on the bill.

NEWSPICTURES

KINOGRAMS NO. 5339— Society riders, horses,
dogs join in real chase in Charlottesville, Va.—
England’s most beautiful girl, six years old,
shows talent as artist, in New York — Dancers of
Philadelphia Opera rehearse in front of new
Art Museum.

KINOGRAMS NO. 5340 — Egyptian monarch, Fouad

the First, is welcomed in France Students at

Birmingham, England, have fun with Baldwin
after he is given degree— Dartmouth's first foot-
ball defeat of season by Yale, at New Haven.

FOX NEWS NO. 10 Schooner on rocks at Coos

Bay, off San Francisco, imperils 35 lives— Rul-
ers of Balkans in the day's news— Girls wash
dishes, but it’s for prizes.

PATHE NEWS NO. 88 — Portuguese capital lauds

Ruth Elder Blackfeet Indians visit New York

and meet the mayor Woodberry School, At-

lanta, co-eds show surprising style of football.

INTERNATIONAL NEWSREEL NO. 88 — Martial
law at Bucharest, Rumania, follows report of
plot by Carol to oust son— Monkey actors a
“riot” in comical new stunts in New York—
Coast guard at San Francisco stage thrilling res-
cue of 34 men.

M-G-M NEWS NO. 22 Englishman making almost

100 miles an hour wins annual European mo:or
classic at Brooklands.

M-G-M NEWS NO. 23— Champion cowboys do their
stuff at the Garden, New York— Show girls at
San Antonio put life into ranch — U. S. Marine
flyers patrol China coast.

PARAMOUNT NEWS NO. 27 — Rear Admiral Ma-
gruder is recalled to Washington because of
magazine article^— Exclusive pictures show actual
printing of new size paper notes in Bureau of
Engraving at Washington— At Mexico City Presi-
dent Calles addresses 8th convention of Mexican
Federation of Labor.

PARAMOUNT NEWS NO. 28 — At Brussels King Al-
bert is honored by veterans— New plane on trial
trip crashes, bringing death to three men and
girl— Build Zeppelin for first trans-oceanic air
service at Friedrichshafen, Germany.

28

EXHIBITORS HERALD

November 12, 1927

PRESENTATION ACTS

Rotation Brings Better Results

Small Houses
Claim Acts
Help B. O.

Exhibitors State Acts Bring in
People Who Never
Attend Movies

It seems that most of the small
town theatres agree that Presenta-
tion Acts or stageshows of any sort
always bring in a certain class of
people that very seldom attend a
straight picture show. The biggest
handicap in securing good acts is
found in getting the artists to play
one and two night stands. Below
we give some of the exhibitors’ own
views on the matter:

PRESENTATION ACTS— To the Editor: Will

endeavor to answer your recent letter about the
use of vaudeville or some form of presentation
in connection with the picture show. My experi-
ence makes me agree with the exhibitor whom
you quote, that a vaudeville act will usually bring:
to the theatre people who seldom attend a straight
picture show.

We have a theatre seating 320 in a town of
about 900 population. We play vaudeville acts
occasionally, probably averaging one every two
months, booking them by correspondence or with
advance agents. We play them in conjunction
with the picture, and usually feature them in
our advertising over the picture. Some we use
only one night, others two. We have a piano
only, no organ.

As to vaudeville paying dividends in a email
town theatre, it all depends on how carefully
you pick your acts. We have had some very good
ones, also some bad ones that hurt our business,
though these latter have been very few. Recently
our regional magazine. Greater Amusements, es-
tablished a reporting service on traveling showB,
vaudeville, etc., and if exhibitors report truth-
fully, this should be of great help to the small
town theatre man. But, we have seen in this
department already many favorable reports on
acts that we know from our own experience to
be poor, or at best, decidedly mediocre, so these
reports are likely to be misleading in some
instances.

I think this covers all the points you asked
about, and hope the results will be satisfactory.
— GEORGE BENSON, Community theatre, Min-
neota, Minn.

* * *

PRESENTATION ACTS— To the Editor: We
don’t play vaudeville in our theatre. We have
straight pictures only. We have a large Kimball
Organ. I’m leaving for a new theatre L^-bor
Day that will be located at Norwood, Pa. The
house will seat 1,500 people. We are going to
put on a few acts in there. The new theatre will
be called the Manor. — ROBERT KESSLER, Benn
theatre. Philadelphia, Pa.

Werrenrath at Capitol

NEW YORK. — Reinald Werrenrath, baritone,
was the soloist at the Capitol November 6.

The Flying Leader

Besides being known as the singing
band leader of Marks Bros, stageshows,
CHARLES KALEY is also a leader in
other things such as the first band con-
ductor to fly from Chicago to New York
by the National Air Transit Company to
make a number of records for Columbia —
this chap broke all records by making the
trip in less than six hours, that is he left
Chicago in the morning and was back
at his theatre by that same day for the
evening show — again proving that once a
feller is a leader he’s always a leader in
anything — Kaley is also a fine violinist and
ballad composer, one of his latest songs is
now being published by a well known firm
in New York.

Mayor Attends Ball
Given by Comedy Club

The Chicago Comedy Club, which was recently
organized with Milton Weil as president, gave
its first ball last Friday evening, November 4,
as the 6tarter of the season’s entertainment that
the organization plans to offer. This ball was
given in honor of Paul Ash, the Rajah of Jazz,
who sailed for Europe on November 7 for a six
weeks’ vacation. Among the notables attending
this affair were other leaders of bands in town
as well as members of various legitimate attrac-
tions and presentation acts. Mayor William Hale
Thompson was the guest of honor and the dance
together with the entertainment programs lasted
way into the wee-hours of the morning. There
were over 2,000 people present and nearly every
music publisher was represented. Paul Ash and
his band offered 6ome fine arrangements for some
of the dances.

Sameness in
Acts Often
Tires Public

Limited Engagements Are Now
Proving Popular in the
Larger Houses
By A. RAYMOND GALLO

In the last six months presenta-
tion in the form of stage band-
shows has been going through
many changes. One of the most
noted changes is the shifting of
personality band leaders from one
house to another.

This step is necessary in order to
keep up the interest of the public in
attending stage bandshows in their
community, for after all it is only a
rare case that one man can continue
to be the leading light and drawing-
card of a theatre indefinitely. Only
one man in a thousand can accomp-
lish the feat that Paul Ash has ac^
complished in his field.

Coming to Chicago about three years
ago as comparatively an unknown he
lias originated a policy that has insti-
gated over 300 deluxe theatres all over
the country to follow suit and in doing
this he has proven that regardless of the
many imitators his name and his various
tricks still pull them in to this theatre
after being in one town more than 130
weeks and approximately a year and a
half in one theatre.

Must Be a Showman

To do this a man must not only be an
artist and a thorough showman but also
a phenomenon and Paul Ash is that, for
after all they still line up at the box
office to see him.

There have been a number of other
cases where one particular personality
has proven the box office draw but
sometime or other even these other
cases have gradually passed into obliv-
ion, not for reasons of incapability of the
leader but because the audience and that
particular neighborhood has become
tired of seeing that same personality
each week. And so with this thing in
mind it is wise for the wise showman
not to tire his audience with too much
of one person or the sameness in enter-
tainment.

Feel Public Pulse

If you now have a personality band
leader who has been in your theatre
quite a long while by all means exploit

November 12, 1927

EXHIBITORS HERALD

29

him and keep him before the public eye
as long as they demand him, but by all
means keep your eyes and ears on your
audience and the minute you feel that
he is slipping from their popularity re-
place him with a new face and new
talent so that they may not get tired of
your program and seek amusement else-
where.

By doing this, managers not only keep
up the steady patronage of their neigh-
borhood but also instill the confidence in
their audience that they may expect up-
to-date entertainment without being
forced with something that has lost its
thrill and drawing power.

The band leaders also benefit in this
respect in that they find new fields to
conquer, and in addition to becoming
local favorites will create for themselves
a national reputation which not only
makes them favorites in their particular
neighborhoods but anywhere in the
country that their names have been ex-
ploited. This fact has been proved by
the number of name bands and band
leaders now touring the country mak-
ing limited appearances at deluxe thea-
tres and who in most cases will not stay
in one locality more than four weeks,
thereby retaining their drawing power
and popularity which increases each year
when they make their reappearance at
the same stand.

Now that we have stage bandshows
with personality leaders that carry a
story in miniature musical comedy style
let us also keep up with the times and
rotate the leaders so that your people
will not be fed up on the sameness and
can look forward to something new.

To substantiate this fact it is learned
that Del Delbridge, popular band leader
of the Capitol theatre stageshows in
Chicago, will replace Lou Kosloff at the
Michigan theatre, Detroit, with the latter
going to the Paramount, New York, and
Husk O’Hare taking the place of Del-
bridge. This week Paul Whiteman also
opens in Chicago and Mark Fisher starts
off his duties as the new leader of the
Oriental, Chicago. In addition to this,
the stageshows start rotating in Chicago
from the Norshore theatre to the Hard-
ing and Senate with each leader and or-
chestra remaining in his own theatre as
heretofore.

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: I juet
read and reread your article pertaining to the
necessity of producers of Stage Band Shows to
incorporate a “Continuity of Plot or Theme” into
the production of the Stage Shows so that from
the start of the entertainment a consistent scheme
of thought can logically lead up to a finale.

I am heartily in accord with your viewpoint and
realize that you have struck a keynote that is
vitally concerned in the angle of production.

Since the Stage Band type of entertainment
revolutionized the trend of Public favor, and since
it has become an established factor in the Motion
Picture theatre, it is reasonable to expect that
in lieu of the amount of money, talent and time
involved in the conception and preparation of
each show that a detailed analysis be defined to
evolve a basis for presentation.

Usually it seems the case, that the production
department, concoct a name for the particular
presentation, possibly costume the musicians in
the band, routine a few Acts between a couple of
Band Numbers, and then, — for no logical reason,
display a flash in either stage or electrical effect
and down comes the curtain.

This method may have sufficed the early days
and stages of Band Show Presentation but today
the theatre going public are becoming too biased
since Stage Bands now are not uncommon.

Its the New Order of Things, and in facing
this new cycle I for one find that even in the
preparation and production of my Organ Scrim
Solos, continuity of thought and scheme ie of
vital concern in order to develop a reasonable
finale. It is the solid basis upon which any
presentation should be devised, because to my
mind, a Fantastic Title tacked on a presentation,
with a conglomeration of theme and thought lacks
the zest of Interesting divertisement that the
Band Show is striving to achieve.

You started something worth while in your
expression and I hope you will throw a few more
irons into that fire, for not only do your views
apply to the Stage Band Shows, under which
heading your article appeared, but it goes for
Organ Solo Entertainment as well. Sincerely
yours, Albert F. Brown, Granada Theatre, Chicago.

PRESENTATION ACTS— To the Editor: Just
a little note to tell you I am still on Broadway,
and still playing two theatres. Strand and Globe.
Not so bad do you think? Six shows a day.

I am also making records now. I made three
vocal choruses with Mike Special orchestra and
today I made by first Victor record. Now I hope
and pray it goes through.

I may be back in your fair city soon, for a
little run. We will see.

Though New York has been very kind to me,
there is only one Chicago. I have been in New
York twelve weeks and I worked eleven weeks.
Not so bad ?

Drop me a line soon. Saw Milton Charles the
other day. ORVILLE C. RENNIE, New York
City, N. Y.

* * *

PRESENTATION ACTS)— To the Editor: Just
a note to say “Hello.”

This is a lovely engagement here. Everything
nice about it. They even have brand new dress-
ing rooms ! Only opened since September. So,
guess I’m lucky. The old ones were terrible.

They introduce me nice, charming singing
comedienne direct from New York musical com-
edy !

Not so bad.

Well, very best regards, GRACE ALDRICH,
Touring Orpheum Circuit.

• * *

PRESENTATION ACTS— To the Editor: Fol-
lowing is the report on my blindfold solo :

J. Gibbs Spring, organist. State Theatre, Ham-
mond, Indiana, is doing the very unusual this
week. "How to Play an Organ” then into de-
scriptive slides explaining the size of organ, that
is, how many manuals, stop keys, etc., etc. Set-
ting the combination by standing to one side
explaining which is for the feet, left and right
hand, etc., etc. Then stepping on the stage and
blindfolded twice, then a large white bag put over
head and tied tightly around the neck to dispel
any doubt on the audience’s part about being
able to see from under blind. Then led to the
organ and proceeds with slides explaining what
you do with the foot, hands, (in succession), etc.,
etc. The second touch is explained and demon-
strated, also the playing of two distinct tunes
simultaneously with the air and an usher ties a
bag over each hand while demonstrating that
jazz is played with much the same principal, that
is, second touch, etc., etc. After removing the
three blinds, one at a time, you can imagine the
applause that received.” This is the biggest thing
I have ever done, taking the ovation in consider-
ation.

Hope it is satisfactory. Please send me a copy
and I will remit to you in cash or stamps, which
ever you wish. Yours truly, J. Gibbs Spring,
Organist, State Theatre, Hammond, Ind.

Ml

;

V

i

f

%

J
6

t'S

EXHIBITORS !

Here are a few Chi-
cago theatres that pack them

in with NOVELTY STUNTS.

Windsor Are you getting

Michigan the Service you

Midwest are paying for?

North Center If not
Okland WIRE —WRITE

and others. CALL

54 W. Randolph St., Chicago
Tel. State 2147-2148
P. S. See Oct. 15 issue of EX-
HIBITORS HERALD about “Dis-
covery Nights.”

SL

Originator of the New Organ SCRIMAPHONE PRESENTATIONS

Albert F. Brown

FEATURE ORGANIST

Alternating at the MARBRO and GRANADA Theatres, Chicago

All Solos Conceived by Albert F. Brown and Staged by RAYMOND Q. DALTON

REPRESENTS A NEW ERA OF DE LUXE THEATRE ENTERTAINMENT

RAMON BERRY

Featured Organist

ALAMO THEATRE, CHICAGO

Photoplay and Solos a Specialty

DAVID GOULD

ARTHUR RICHTER

LUBLINER & TRINZ

BALABAN & KATZ

SOLO ORGANIST

Production Dept.

WISCONSIN theatre, MILWAUKEE

Chicago

UNIFORMS

FOR HOUSE
ATTACHES

COSTUMES

FOR STAGE
PRESENTATIONS

BROOKS

1437 B’way

N. Y. City

30

EXHIBITORS HERALD

November 12, 1927

STAGE SHOWS

Chicago Oriental

Week Ending November 6

This is Paul Ash’s Farewell week and the stage
show was one of the best yet produced by Louis
McDermott at this theatre. With Paul Ash, also
appeared Mark Fisher, that golden-voiced leader
in a presentation called “Good-by Paul.” Besides
a feature picture and a clever organ solo by
Henri A. Keates the Herald-Examiner Juvenile
Comic contest finals were held here also, during
the Sunday noon show. Besides Moss and Frye
there were other popular acts on the bill in a
stageshow that ran as follows :

Opening: In front of drop representing dock
in New York where steamers embark for Europe.
On this setting also appeared the baggage trucks
and other atmospheric props that gave the setting
the real effect of a New York sailing dock.
Paul Small in the regalia of a naval petty officer,
started proceedings off with special lyrics to the
tune of "Grand and Glorious Feeling” as a tribute
to Paul Ash’s trip to Europe.

This was followed by the Abbotts in a sailorette
dance routine and as the strains of this tune
were heard through the back drop which hid the
band. During this number Paul Ash made his
entrance in street clothes and after a few words
with Paul Small beckoned that the baggage trucks
be removed and from behind them emerged the
band which went into an arrangement of “One
Little Girl Loves Me” which was also sung by
Paul Small. This was a very clever arrangement
and also offered many instrumental specialties by
the boys.

The first artist to start the specialties going
was little Anna Chang, a cute Chinese girl, who
appeared on this bill before and this time offered
a brand new song called “What’ll You Do.” A
second chorus was repeated with special lyrics
dedicated to Paul Ash’s trip which was very cute
and won her an encore in the way of a Black
Bottom Dance. This was followed by the twelve
Abbott girls in red bell-hop outfits and small
suitcases which later turned out to be novel letter
carriers when the stage lights dimmed and ex-
posed the wording “Good-By Paul” with each
girl holding a letter that gave a radium effect in
the dark. Quite a novel idea that received a good
hand.

The regular show was interrupted for awhile
at this point to bring on the contestants in the
Juvenile Comic Contest which consisted of the 23
various comics appearing in the Chicago Herald-
Examiner. During this selection Paul Ash intro-
duced Louis McDermott as the man behind the
gun at the Oriental and gave him a wonderful
send-off. He also acted as one of the judges with
Paul Ash in selecting of winners for the 12

prizes offered in this contest. Some fifty or sixty
children appeared in various roles and the first
three prizes were awarded to the Impersonators
of “Ella Cinders,” “Skipper” of “Toonerville
Trolley” and “Tillie, The Toiler.” An enjoyable
time was had by all out front in the lining up
and selecting of winners and the long line wait-
ing outside proved that this stunt was also a box-
office bet.

Moss and Frye followed this as a continuation
of the regular show. These men in black-face do
one of the cleverest comedy talking routines ever
seen in presentation and their harmony singing
deserves credit also. They are without a doubt
one of the best offerings of its kind ever to
appear at this house and stopped the show cold
with their antics. For an encore they offered a
special tribute to Paul Ash in harmony 6tyle.

The feature attraction of the show followed
next when Paul Ash announced Mark Fisher as
his successor for the next six weeks and after a
wonderful tribute introduced him to a tremend-
ous reception. During this scene the band was
hid by a plush curtain and the two did a special
act together with Mark singng and Paul accom-
panying at the piano. The first song Fisher sang,
was “My Blue Heaven,” a brand new number
which Fisher sang better than he ever sang be-
fore. He followed this with “Broken Hearted”
with all the pathos and dramatic punch that he
instills with his golden-voice which has made him
the success that he is today. After this he was
compelled to sing another number called “Are
You Happy ?” before the crowd would let him off
and even then they were not satisfied so Ash
turned the baton over to him as Paul Small
again singing special lyrics bids Ash Good-by and
he together with Fisher sing a duet of “Old
Acquaintance Never Be Forgotten” as the Abbott
girls decorate steps of boat in background while
Ash starts up steamer steps and as he gets to-
wards the center of pilot’s cabin waves good-by.

This made a very real and thrilling Finale and
that together with the strains of music from the
band proved to be one of the most effective scenes
ever staged in this type of show. Besides being
a tribute to Paul Ash and carrying the atmos-
phere of his trip throughout, the show carried a
plot and was one of the best stagings ever
assembled at this theatre.

Terra Haute Grand

Week Ending October 29

A colorful bit of entertainment enhanced by
big sombreros and red bandanas is that presented
by Jack O’Grady and His Varsity Entertainers,
who are showing the audience a good time in their
comic Spanish song entitled “By the Side of the
Omelet Sea.”

The chorus parts are sung by Burch Arkett,
“Big Bill” Fuchs and Jack O’Grady, while the
orchestra offers tambourine and castanet effects in
the accompaniment. They also are playing a
colorful score to the screen feature of the week.

New York Capitol

Week Ending November 11

Sousa’s stirring and appropriate “Stars and
Stripes Forever” as an overture by the Capitol
Grand Orchestra, under David Mendoza, as could
be expected, brought down the house.

"Bubbles” is the title of the stageshow, weaved
in and about Vincent Lopez and His Casa Lopez
Orchestra in their second week at the Capitol.

"Are You Thinking of Me” is their opening
number, followed by "The Spirit of 76,” writ-
ten by one of the boys in the orchestra, depicting
the ride of Paul Revere. This is portrayed in a
great flash at the finale, when horse and rider
are disclosed galloping on the old tread-mill for
dear life, accompanied by all the thrill that music
can give. A stunt that had everybody interested.

Dave White in bit of eccentric souse dancing,
incorporating some new and novel steps, stepped
into the piece for a little recognition in this spot.

Frances Shelley, with plenty of Irish in her
smile, gives that intimate floor show touch to her
two songs of “My Baby” and “All Mine.”

The Chester Hale Girls troop through another
good routine quite smart and peppy, though it
seemed a little shorter than usual. Margie Bar-
rett, in gypsy costume, starts off with a real
offering ' of a difficult classical violin selection.
During the applause she is out from the wings
again, minus the bulk of her costume whereupon
she breaks into a teasing little tune all of which
not only indicates she can sing, but the costume
leads you to suspect that her forte is dancing
and in this she saves the best to the last, and
in doing so brought down the house. The girl
has personality, class and ability, and with just a
wee bit of trimming, will have no trouble at all
sailing into the first waters.

Dolores Farris, chock full of smiles, gets on
her toes in this spot and stays there, through as
swift and cleancut bit of toe dancing as has been
seen hereabouts in some time.

DePace, wizard of the mandolin and a favorite
of Broadway, as usual stopped the show, with his
genius, cloaked in a world of subtle foolery. In
clown costume, he never for a minute lets any-
body think he takes his music seriously, yet
seemingly without effort, he is tuning in and out
the melody of a thousand and one favorites.

Ritz Brothers, the three peppy collegiate head-
liners, run amuck with their ditties and fooling
here and top off the bill in great style. Fresh
and breezy they entertain royally. Harmony is
always good and the clowning is nicely balanced.

Indianapolis Egyptian

Week Ending November 5

The Nine Blue Bells comprise an exceptionally
pleasing jazz orchestra, having the added attrac-
tion that each member of the orchestra is an ac-
complished soloist in addition. Each girl 6ings,
dances and plays with apparently equal facility,
combining their talents to make a stage presen-
tation of unusual merit. And the orchestra pre-
sents a new program with each new picture.
The theatre is celebrating its second anniversary
this week.

Milwaukee Alhambra

Week Ending November 5

The Royal Venetian Five is on the Alhambra
stage this week with some interesting snatches
of operatic selections. The presentation consists
of combinations of violin, guitar and singing by
the three male and two feminine members of the
company, which is very well done. The picture for
the week is “Les Miserables.”

Billy

Randall

the

ri© “Singing-Dancing
Violinist”

featured IN

“Montmartre”

A Publix — Stagehand — Unit
Now Playing Publix Theatres
Direction — Wm. Morris Agency

He*s the Last Word**

AL BELASCO

(<’

.tt

The Dynamic Director9
and His Novelty Syncopators

FEATURED IN

LUBLINER & TRINZ STAGE
PRESENTATIONS, Alternating
at HARDING and SENATE
THEATRES, CHICAGO

Affiliated with PUBLIX CIRCUIT

JESSE CRAWFORD

With MRS. CRAWFORD at the
STAGE CONSOLE

Paramount Theatre, New York

“At the Cross-Roads of the World”

November 12, 1927

EXHIBITORS HERALD

31

Chicago Ambassador

Week Ending November 5

This house recently went into a bandshow
policy with the program changed twice a week.
At one time it played straight movies, but later
offered vaudeville and pictures and recently has
been offering musical tab shows with pictures.
Until the new policy went into effect the house
was never on a very profitable basis. Boyd Sen-
ter, the famous saxophone player and star of
many Publix shows, is the personality leader
here.

Opening: With a band arrangement of “The
Russian Doll,” with the violinist leading and at
the end of this number, Boyd Senter makes his
entrance to announce the Marilyn Kruse dancers
in a novelty routine.

This was followed by Georgie Hunter, announced
by Senter as the “Prince of Jesters,” with com-
edy gags and songs. This artist has been re-
ported many times before and it seems that his
type of entertainment was liked by this audi-
ence.

The next number was a xylophone solo by the
drummer, which was very cleverly offered and
after an encore it was followed by George Dewey
Washington, that marvelous baritone who sings
a song as it should be sung. George has also
been reported in these columns many times before,
and what was said then, also goes for this time.
He was followed by Boyd Senter and his clarinet
playing “Yes Sir She’s My Baby,” who secured
many laughs by taking the instrument apart while
playing and gradually leaving only the mouth-
piece and a drinking glass as the only means
to derive music from. This chap can sure play
a clarinet, and we don’t mean maybe.

The Kruse girls followed in another routine
which was immediately followed by Tommy Won-
der and Sisters. This young lad was reported
many times before and again proved the big
feature of the bill.

The next number was a band arrangement of
“Yellow Dog Blues” witn Senter leading in a
way that is all his own. This fellow has a new
style of directing a band that manages to secure
every ounce of musical ability out of his men and
should prove a big success as a band leader for
this type of show.

The next scene was a little comedy business
with Senter and Georgie Hunter and a member
of the band who carry on some wise cracking.
Hunter also offers two more comedy songs and
then the band goes into the finale with an ar-
rangement of “Some Day You’ll Say Okay.”

Observation : It seems that after experiment-
ing with many policies this house has finally hit
the nail on the head with stagehand shows. The
line-up at the box-office proved that the neigh-
borhood likes the new policy.

St. Louis Missouri

Week Ending November 4

Brooke Johns’ third stage idea since his return
to the Missouri was “Whirlwind of Jazz.” In-
cluded in the cast were Goode Montgomery and
Arthur Nealy, tenor.

Nealy sang “Way Back When” and also har-
monized with Johns in “Broken Hearted.”

Miss Montgomery danced much better than she
sang.

The overture by Leonid Leonardi and His Or-
chestra was in keeping with the feature picture,
“The Rough Riders.”

lewWhite

Chief Organist

<S3V[/

Exclusive Brunswick Artist

New York Roxy

Week Ending November 11

Another de luxe program by Roxy hits the mark
this week, outlined somewhat as follows: An
arrangement by Lew White of a medley of popu-
lar songs for the organ overture, played on three
consoles. Rather short due to the length of the
stageshow.

“The Queen of Sheba” was the symbal crashing
piece by the Symphony Orchestra, numbering close
to a hundred, led by Maxmilian Pilzer. Roxy’s
orchestrations always fill the house with applause.

“The Angel’s Dream.” A dim stage with monk
and choir groups about two stately candles, in
a vocal arrangement of church music. Finale
with soft lights bringing out ensemble of women
on 6lowly ascending elevator in background. A
round little gem of harmony, heartly applauded.

“The Last Rose of Summer,” wherein Gladys
Rice sings this old favorite, off to one side of
the stage, while Maria Gambarelli expresses its
sentiment in the dance. Costumed as a pale pink
rose, the leaves gradually drop from her one by
one till at the last she represents a drooping
stem with a clinging petal or two. Very effective
and beautiful work.

“Clown Land !” Ensemble of about two hun-
dred, dressed in clown costumes with Irving
Aaronson and His Commanders in the back-
ground. Led by Charles Previn, choir master,
they offer a straight medley of favorite medolies
in a superb arrangement, vocally, including
“Sundown,” “Only a Sunshower,” “Russian
Lullaby,” “Charmaine” and ending with “Me and
My Shadow,” the last with trick lighting shadow
effects for closeout. Greatly applauded. Curtain
draw for but a second and reopen for further
song and sax stunts from the Commanders that
usher in Russell E. Markert’s Sixteen American
Rockets, in their third week of bringing down
the house with their unbeatable team work. The
opening number of theirs is full of clog steps,
and not a miscue in a long and intricate routine,
packed with snap, grace and showmanship.

“The Pajama Girls,” a wee prologue to the
main picture, “Pajamas.” Thirty girls carrying
candlesticks, electrically lighted, and costumed
in pajamas parade down from the top balcony in
front near the stage, which represents a long
winding staircase, down to stage set with two
massive French beds, fifteen in each bed. This
all in dimly lighted house. After they are tucked
in the Markert girls come in for another knock-
out pajama routine at the end of which the girls
abed awake and start in a wampus pillow fight,
during which the scrim is lowered and the picture
begun before you know it.

St. Louis State

Week Ending November 4

Jan Gerber and His Victor Recording Orchestra

was the big stage attraction of the week.

Kirk Frederick’s orchestral production was
“The Desert’s Spell.” and was augmented by sing-
ers and a ballet.

Indianapolis Indiana

Week Ending November 4

The Indiana is offering another program in
which there is an abundance of excellent eye and
ear entertainment. Charlie Davis and His Orches-
tra are the pivotal feature of the Publix presenta-
tion, “Flyin' High,” staged by Jack Parkington.

“Flyin’ High” is a diverting novelty with much
tuneful and rhythmic music and more than the
average quota of splendid dancing, song and
comedy — all preliminary to a striking finale intro-
ducing the airplane girls, Kathleen French and
Mabel Barrett, in ‘‘Up in the Clouds,” a sensa-
tional and thrilling act in which miniature air-
planes hover over the stage.

Davis and orchestra are presenting ‘‘Aviation
Overture,” portraying Col. Lindbergh’s flight to
Paris. A dozen well trained dancing girls appear
in ‘‘Aviation Capers.” The dancing accordionist,
Jerrie, proves one of the most popular entertain-
ers to appear at the Indiana. Bernard and Henry
are making a hit with their modern song6. Ernee
and Fisheer rank high as eccentric dancers.

Chicago Uptown

Week Ending November 6

This week’s stageshow featured Bennie Krueger
and his band in a Publix unit called ‘‘Joy Bells.”
The cast was headed by Brown and Bailey, Bayes
and Speck and many others.

Opening: In full stage setting with beautiful
background and two huge bells hanging, one on
each end as man offstage sings in deep baritone
voice.

During this number Bennie Krueger makes his
entrance and announces a special medley arrange-
ment of popular college songs appropriate for the
football season. This was done in the usual man-
ner with a boy announcing each number with a
placard. In this number Bennie Krueger also
offered one of his neat saxophone solos.

The next one on the program was Eva Mascogno,
the premier ballerina, with her ballet of toe
dancers who offered a very pretty scrim presen-
tation in the form of neat ballet dancing. After
a hearty reception they were followed by Char-
lette Arren, the little girl bell-hop, whose comedy
antics and distorted pantomine keeps this house
in a continuous uproar of laughter. She managed
to stop this show.

Joe Power, the baritone, appeared next in a
miniature presentation above band with setting
to represent lighthouse in which he offered a
very splendid selection of ‘‘Asleep in the Deep.”
This artist possesses a very fine voice of unusual
quality and went over very big here. He was
followed by Brown and Bailey, those two boys in
blue whose tap dancing and eccentric waltz clog
is one of the best yet seen in this type of theatre.
They have been reported many times before and
again proved very successful here. (A band ar-
rangement of ‘‘Waiting for the Rainbow” followed,
with lighting effects and soft harmony playing.
In this number Bennie also offered another saxo-

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EXHIBITORS HERALD

November 12, 1927

32

phone solo in his entertaining- way which makes
him the popular draw that he is today. This is one
of the many numbers that Victor Young arranged
that are becoming the talk of the town.

Bayes and Speck follow next, they are two men
in blackface who recently were in the Chicago
company of the “Spider’' and who offered prac-
tically the same routine of comedy, wise chatter
and eccentric dancing. They are without a doubt
a very good act for this type of work and should
prove very successful in presentation. They were
the laugh hit of the bill and stopped the show
cold.

The Roma Brothers were next with their clever
acrobatic stunts and gold painted bodies that
have made them a standard novel act in show
business. They also received their due round of
applause for their splendid efforts.

The Moscogni girls appeared again, this time in
jingle bell outfits as the entire cast assembled on
stage for the finale with a huge swinging bell in
background as the Roma Brothers decorated the
front as ornaments. An all-around good show from
the standpoint of talent and musical arrange-
ments.

Des Moines Capitol

Week Ending November 5

“Limber Legs” Edwards and Eddie Hill jointly
grabbed the honors in the Publix stageshow,
“Banjomania,” this week. Edwards gave every
indication of running away with the show until
Hill appeared and made him look to his laurels.

Against a banjo background, the five banjoists
strummed the strings in true A1 Reeves fashion
while a comely and well costumed chorus helped
build for the flash finish at the close.

Edwards displayed the most flexible legs observed
at the Capitol in many moons. He combined acro-
batic, soft shoe and jazz dancing in the slick
routine he put over in the time he was on the
stage.

Hill, with his radio reading and his impersona-
tion of an hysterical woman, got over in fine
style. He is a hard worker and never stopped
for a second.

A sister team and a blonde dancer supplemented
the performance with some good dancing.

Jimmy EUard sang with his usual gusto and
was required to do “Annabelle Lee“ and “Broken
Hearted.” With his jazz jesters and their peppy
music, Jimmy cemented the show together into a
logical whole.

The feature picture was “The Fair Co-Ed.”

Milwaukee Wisconsin

Week Ending November 5

This week's show is “Knick Knacks,” and it
might be appropriately added, “a la Joe Cook,”
for Joe Cook, former star of Earl Carroll's “Vani-
ties” and three of his unnamed assistants really
take up the greater part of this week's bill.

The presentation opens with a large laughing

face of a clown in front of a red drop. Through
the mouth of the clown the Six Abbott Dancers
make their appearance while Billy Meyers in clown
costume sings an introductory song. The Abbott
Dancers in blue costumes do their stuff to the
tune of the orchestra behind the drop.

When the drop is raised it presents the orchestra
in a regular Coney Island setting with all the
members of the band in brightly colored clown
suits and caps. The leader sings an impromptu
song with three of the Abbott girls on either side
of him, during the course of which he introduces
Joe Cook.

Cook is a versatile person and runs the gamut
in his performance from dancing to playing a
banjo. His first bit of nonsense is a vaudeville
performance and ends up with the reading of a
bed time story.

The orchestra plays “Just a Memory” with
Meyers singing the chorus. It is a popular num-
ber and gets a big hand.

Scotty Weston, in sailor’s garb, obliges with a
bit of tap dancing to “Just Once Again,” and
“She Don’t Wanna.” He answers an encore with
a dancing imitation of a fife and drum corps.

Cook next does some dancing and 6hows some
Indian relics. He then manipulates the drums
while Jane Geddes does some clever dancing to
“Falling in Love.” Cook does some juggling
which tickles the audience.

“Swanee Shore” is next by the orchestra with
Meyers singing the chorus.

The Six Abbott Dancers next come shotting
onto the stage from a slide and do their stuff in a
hot dance which draws a good hand. Cook is on
again to do a balancing stunt on a see-saw which
draws good applause. Miss Geddes again appears
to do some more dancing, which includes some
neat bits of cart-wheeling. She draws a big hand.

Houston Metropolitan

Week Ending November 3

Paul Spor and His Merry Mad Gang present
“Young America,” the Publix opportunity show,
to good crowds, and hearty applause for the girls
who go to make up this company.

Dance, song and instrumental specialties are
featured by girls from the various cities, and Miss
Houston — Cordelia Mayberry — is given the spot
number for her comedy stuff on the French harp
— she is also clever with her tap dance.

Bob La Salle and Doris May go over great —
they are the professional members of the com-
pany. Miss Houston again makes a hit with her
direction of the gang in a medley of late blues
numbers. This girl has the makings of a rare
ad lib comedienne if she gets under the proper
management.

The show goes over much better than expected,
as by this time it is presenting a finesse that
sometimes is lacking in the 60-called professional
turns. The picture for the week is “My Best
Girl,” with Mary Pickford.

Maurice, guest conductor, directs the pit orches-
tra in “Faust,” with a technicolor on the screen.

Chicago Chicago

Week Ending November 6

Spitalny’s musical production “Memories,” with
J. Nastri using the baton and the fine voices of
Arch Cannon and Mabel Markell, was the best
part of the program this week. A very well ar-
ranged motion picture accompanied the music and
singing depicting an elderly couple recalling me-
mories to such tunes as “When You and I Were
Young Maggie,” “School Days,” “Tell Me, Do You
Love Me,” and “The Sweetest Story Ever Told.”
The motion picture showed the old couple recall-
ing many ludicrous events in their lives, such as
the day she stole the clothes of the boys who were
in the old swimming pool and also their first
automobile, which situations the audience seemed
to enjoy to great extent.

“Jazz a la Carte,” as they called the stagehand
part of the show, had for its scenery what seemed
to this reporter a sea of music. A sextette, sing-
ing songs from “The Student Prince,” did some
fine work and were rewarded by ample applause.
It didn’t take A1 and Ray Samuels, military tap
dancers, long to impress the folk present that
they were just about in a class by themselves
when it came to doing this particularly named
dance to perfection. Rose Mary, singing the
“Shadow Song,” was quite appealing in this num-
ber. The orchestra then played Jules Buffano’s
new song hit “I Can’t Forget You” and were
joined in the chorus by the “Happy-Go-Lucky-
Boys,” a trio of pleasing voices, who later sang
"Nuthin” in likely manner.

Chas. Rosella, that veteran vaudeville comedian,
as usual just about held up the show. He dem-
onstrated to the audience that he could play music
on a smoking pipe, a lamp post or whatnot.
There was a noticeable lack of applause when
Peggy English, the blues singer, did her num-
bers, “Just Another Day Wasted Away” and
“Sing Me a Baby Song.” Paul Howard, billed
"Just the Last Word” is certainly correctly billed.
This reporter saw him for the first time some
months ago at the Oriental and never before this
was such contortionistic dancing ever viewed. At
both the performances the audience showed their
appreciation for the work of this young artist.

A classical jazzy revue ended this week’s show
with an evenly divider! number of voices singing
the classical and the jazz side of music and all
aided in trying to preserve both classical and jazz
music in this most difficultly arranged musical
number.

Omaha Riviera

Week Ending November 3

The first New York production of Publix stage-
shows was shown during the week, with the origi-
nal cast from the Paramount theatre, Broadway.
The show was Frank Cambria’s “Orange Blos-
soms,” with a wealth of stars, including Dorothy
Neville, Dezso Retter, Earl and Bell, Eugene
Cibelli and “Toots.”

A1 Evans and his stagehand had as much to
do in this show as in any of the earier ones.

As the name implies, the setting was of the
orange blossom type and bridal decorations were
much in evidence.

High class music was a feature of the stage-
show, in addition to attractive settings. Cibelli,
operatic tenor, and Miss Neville, late of "Artists
and Models,” were the headliners. Earl and Bell
pulled some entertaining selections from their
record and radio programs, while “Toots” clowned
his way into applause.

Arrival of the New York stageshows brought
big audiences during the week, according to Man-
ager A. G. Stolte. The film was “Rose of the
Golden West.”

SAM KAUFMAN

“ The Painless Pianist”

Now Conducting Stage Bandshows
at the new

MILLION DOLLAR LAWNDALE
Chicago’s West Side Deluxe Theatre

JOE FRED

McKENZIE and BISHOP

f Formerly with Babe Ruth)

Now Touring the
ORPHEUM CIRCUIT
In a Band Syncopation Show

Picked by BABE RUTH
as the best singing-
team in Presentations.

Discovered by JIMMY
KEEFE, publicity director of
the First National Picture*
West Coast Studios.

INIMITABLE

DON ISHAM

FEATURED ORGANIST

MARKS BROS., EMBASSY THEATRE, CHICAGO

Formerly with JENSEN Von HERBERG, JOHN HAMRICK and Other West Coast

ED MEIKEL’S

ORGAN CLUB

Conducted Each Week
at the

HARDING THEATRE, CHICAGO

November 12, 1927

EXHIBITORS HERALD

33

New York Paramount

Week Ending November 11

“Ave Maria,” worked into a production over-
ture by Adolph Dumont, with Eugene Dubois, solo
violinist, Carl Schuetze, solo harpist, and the Para-
mount vocal ensemble, all led by Irvin Talbot and
the Paramount Orchestra, was a striking and
effective piece of work, even better than some of
the previous overture productions, and quite natu-
rally, brought more applause than the usual plain
overture ever dreamed of receiving.

A sure shot from Jesse Crawford, with Mrs.
Crawford at the stage console, is the combination
of “Just Another Day,” “Charmaine” and “Broken
Hearted.” Imagine these three favorites, master-
fully played, and you then have an idea of how
they went across here.

“Moonlight Waters,” Jack Partington’s show,
with Ben Black and the Paramount Stagehand,
is a nicely rounded out bit of work, well bal-
anced for talent and swing. The band opens
with “Beneath Venetian Skie6.”

Rosa Marino and the Boris Petroff Dancers, do
a tamborine number, “Tarantella,” showing a lot
of practice and teamwork. Mario and Lazarin,
billed as “Two Strolling Troubadours,” offer “Just
a memory” and “An Operatic Comedy Medley,”
somewhat along the style of the old Rome and
Dunn bit, and the boys know their garlic, for
tjiey can sing like few other teams. They went
over with a bang.

Another orchestration, “Moonlight Waters,”
followed by Helen Yorke in a new arrangement
of the “Carnival of Venice.” Miss Yorke has
been a favorite on Broadway. Yesterday made
her a great favorite.

Fauntleroy and Van, two tourists from the
states, costumed as well broken-in hicks, open
with fiddle selections, using small brooms for
fiddles, then swing to a pair of bellows for the
next laugh producers. A dance, and then some-
thing different, working with a saw. The finale
is a bit of half yodel, half song and half foolish
ditty, but you’ll just have to hear these boys to
appreciate them and get a crack chance to hurt
yourself and laugh out loud.

The finale is a spec bit, using the entire en-
semble, and close out a crack show with a gusjo
and swing that the house liked greatly.

Philadelphia Fox

Week Ending November 4

An unusually pleasing feature of the program
this week was the first motion picture theatre
appearance of Vivienne Segal, star of “The Desert
Song.”

The Fox Theatre Orchestra, with William A.
Krauth conducting, won prolonged applause for
its playing of Kelar-Bela’s “Hungarian Lutspiel,”
with violin cadenza by Maurice Braun.

The Runaway Four, "Comiques Originale,” fol-
lowed with their amusing tumbling, dancing and
singing. The four men in rags and tatters did
some clever tumbling and the intricacies of their
soft shoe dancing showed them to be past masters
of the art. The audience rocked with laughter as
they rollicked through their act.

Benny Rubin in “Conversation That’s Different”
was not quite so successful in drawing laughs. He
gave the usual monologue interspersed with singing
and dancing and talked about everything in an
amusing manner but his songs did not register
so well.

Vivienne Segal possesses a charming personal-
ity, which combined with her attractive appear-
ance in a blue and pale pink bouffant evening
gown puts her audience in a receptive mood.

Chicago Nor shore

Week Ending November 5

A1 Kvale’s presentation was dedicated to the
nearby Northwestern university and was called
“Hello Northwestern.” With lots of pep and
sparkle and good talent, the show is a winner.

It opens with the band playing “Go You North-
western,” the University song. The stage setting
is a campus scene of the university. Kvale comes
on dressed in collegiate style and leads his band
through a medley of college songs. The band
boys give yells and the Norshore Girls, dressed
in gym suits, do a short routine on the 6tage
level above the band. The number is a wow and
gets a big hand.

The Wizner Sisters, Northwestern coeds (no
fooling), follow and sing “A Night in June”
and “At Dawning.” When they finally quit the
audience is begging for more. If these girls could
keep “their school girl complexion,” so to speak,
they would go over fine as regular performers.

The Dean Brothers follow with some good acro-
batic and eccentric dancing. The act gets a fine
hand.

The band next pays “Just Another Day Wasted
Away.” A1 plays his sax and Cloyd Griswold,
a new addition to the band, sings the song. The
audience took to Griswold right away. The num-
ber as a whole isl splendid. This is followed
by Meehan and Newman, whose act is a com-
bination of dancing, harmonica playing and what
not, and it is all good. The girl yodels “Go to
Sleep” in good style. The act gets a big hand.

The Norshore Girls run out dressed in gym suits
to do a short routine and follow this by singing
“Oh, How We Love Our Alma Mater” on the
runway out front. Kvale leads in the singing.
It's a snappy, pleasing number. Jack North,
who has been reviewed and praised in these col-
umns, next plays his banjo and sings a num-
ber of clever songs.

Then comes Peggy Bernier, who sings “I Ain’t
That Kind of a Baby,” “He Don't Wanta” and
“Miss Annabelle Lee.” Peggy is as good as ever.

For the finale a big illuminated football with
players 6een in silhoutte is seen backstage. The
moving figures get a good laugh from the house.
All the acts come on as the show closes with the
band playing “Go You Northwestern.”

Kansas City Mainstreet

Week Ending November 4

Wilson Sisters and Washburn, in a novelty
skit, headed the stage program this week. Walter
Davison and His Louisville Loons celebrated their
ninetceth week at the theatre, being featured as
the stage orchestral attraction.

Little Sousa proved worthy of the name in an
offering with met with pronounced favor of audi-
ences all week. Rector and Cooper had a diversi-
fied act, as did Ferris and Ellis.

Gifford and Gresham were versatile enough in
music and dialogue. The overture consisted of
popular selections played by Walter Davison and
H is Louisville Loons.

Atlanta Howard

Week Ending November 5

A1 Short again donned the master of ceremonies’
cap with his own stage production, “Melodies En-
trancing,” a musical revue combining the most
popular tunes from “Blossom Time,” “The Student
Prince” and “Naughty Marietta,” Doris Elling-
ton of the Chicago Grand Opera, and Orville
Rennie, who sang in “The Student Prince,” were
imported as leading singers and surrounded by a
chorus of 20 local songsters termed “The Atlanta
Light Opera Chorus.” Costumes representative
of the three musical comedy successes were used.

The whole program went over fairly well, with
the main criticism being an evident lack of
training.

“Toyland,” the regular Publix unit, proved
rather interesting. The curtain rose on A1 Short
and His Melody Boys in the region of toyland,
the 6ets crammed with painted toy images. Marie
Kelley’s Six Dancers started the bill off with the
dance of the red soldiers. An eccentric athletic
skater, Johnny Dove, followed, receiving a good
hand for hi6 unusual act.

Frank Hamilton, a comedian songster, pleased
with a stuttering number. C'affery and Miller,
dressed as two school boys, the rough sport and
the bashful rich kid, came next.

The “hit” of the attraction was Mitzi Mayfair,
a child dancer called the “Doll Dancer.” Her in-
tricate acrobatic feats brought loud applause.

Ginger Rogers, who recently appeared on the
Howard stage, returned with an unfortunate
song as her feature number, “He Don’t Want
To” ; unfortunate in that it has been overworked
with the assistance of Director Al. Too vigorously
a swinging of arms prevents this young lady
from going over strong, although she is capable
and well like by an audience.

Al Short and His Boys with George Lee Ham-
rick at the organ were on their jobs, as usual.

Pittsburgh Penn

Week Ending November 5

There are eight units in the show this week,
and but two are on the stage, one being a pre-
tentious overture presentation in three scenes and
the other the personal appearance of Buster Kea-
ton playing on the same bill with his latest pic-
ture, “College.”

Keaton is doing an act running eight minutes,
it being a burlesque on “Salome.” Full 6tage is
used and as the curtains are parted four negroes
and a king walk out. The king seats himself on
his throne at which the negroes exit. They come
back carrying a pallequin which is entirely closed.
They dump it and Keaton rolls out in a wig and
mask on his face. They fall off as he falls and
as the audience recognize him a big reception fol-
lows.

Then Buster goes into a dance, using a snake
made of wieners, he dressed in hot water bottles
and like articles. His dance is full of broad

BERNARD COWHAM

Oriental Theatre, Milwaukee

Heaven’s Gift to the Music Publishers

BENNY and WESTERN

AND THEIR

WHISK-BROOM DANCE

Have

Made

Good

In All

PUBLIX

Theatres

Direction

Wm. Morris
Agency

ADELAIDE HALL

(The Versatile Artist)

Just Completed a Tour of Marks Bros. Theatres
Now Playing Deluxe Picture Houses

Direction — Murray Bloom and Charles Hogan

“JAZZ-LIPS” RICHARDSON

The Most Talked of Eccentric Dancer in Bandshows

Featured with HUGHIE MACK’S SYNCOPATION-UNIT-SHOW
Now Touring ORPHEUM CIRCUIT
Direction — EZ KEOUGH

34

EXHIBITORS HERALD

November 12, 1927

hokum and falls of all sorts. When he discovers
the king does not want him he forces the “snake”
to bite him. This gives him a chance to do 6ome
difficult aerobatic tumbling, the kind one would
expect an Arab troupe to do, and surprises the
audience very much to see a movie star do this
kind of work.

The curtains close and for an encore Keaton
brings out a tiny projector, sets it in the center
of the stage, opens the curtains and the screen
is seen, blows out the footlights, and as he starts
the machine the title of the feature, “College,’’ is
seen and Keaton walks off.

The overture is “Fantastique.” The orchestra
plays some of Victor Herbert’s popular numbers
then going into “Glow Worm.” The curtains
open to a scene of a large willow tree with light-
ning bugs flashing all over the set. Four girls
do a toe dance with feminine voice singing hid-
den. The curtains close and Howell and Harger,
from “Merry-Go-Round,” do an adagio dance.
Next scene goes to full stage with Virginia
Futrelle singing “Roses Remind Me of You” in
a garden set of roses. She is on a small elevator
rising as curtain opens. After the first chorus
six girls in swings come from above and the
entire scene lights up with red lights in the
roses. Finale with all of stage brought a big
hand.

Chicago Harding

Week Ending November 6

This week’s Vitaphone made its appearance for
the first time at this house, in addition to Sammy
Kahn who is to lead Mark Fisher’s Music Masters
for the next six weeks while Mark Fisher is
leading Paul Ash’s band during that time. Harry
Rose, in the role of Master of Ceremonies and a
cast of players presented a stage show called
“Happy Ways.”

Opening: In full stage with the Gould girls

doing a novelty dance as Harry Rose lead the
band through a snappy arrangement, after this
number Rose made a short announcement and
introduced Sammy Kahn, who later made his
entrance to a somewhat forced reception and
announced how glad he was to have the oppor-
tunity of entertaining this audience and in as
much as Mark Fisher was their favorite and he
being Mark Fisher’s friend for many years, he
would try his best to please. It was a rather long
winded affair but the people let it go at that
and the show went on, with a band arrangement
of "Just Around the Corner.” In which Sammy
Kahn sang the number in a talking manner,
somewhat like Ted Lewis but not as entertain-
ing nor with the dramatic value that a song of
this type sung in manner requires.

John Worthy, a colored dancer, followed next
with some very clever taps and eccentric steps.
He was followed by Ruth Granville, the wizard
of the saxophone who has been reported before
in these columns and is now making another

tour of these houses. She offered “Under the
Moon” and a medley of other songs which won
her a hearty reception and an encore.

A band arrangement of “Highways are Happy
Ways” followed the number which gave the show
its name and another number which Billy Mills
arranged. Sammy Kahn also offered a solo of this
number on his violin, proving that he is a good
violinist and possesses the knack of being a good
musician and a good leader. This number was
done also in scrim presentation style with the
background scene representing a home on the
bill-top as Sammy Kahn also sing-talks the song.
There is no doubt that this leader has a very
good conception of music but in this day and age
of stagehands and band personalities the most
necessary element is lacking and that is per-
sonality and stage showmanship that creates
atmosphere for the show and talent.

The Gould girls followed with Spring outfits,
each carrying a basket of flowers which later
turned out to be musical bells and the song of
“Highways” was played by each girl playing a
certain note out of the basket. A very clever
and novel routine that won an encore in which
Sammy Kahn again sings with the ensemble.

Owens and Anderson, two boys from college,
and dressed like it, came on next with harmony
singing on “Grand and Glorious” and “My Blue
Heaven.” These fellows seemed rather lost in
front of this band, although their voices are
pleasing. With better song selections they should
do well.

They were followed by the Gould dancers again
this time dressed as dolls in novelty steps with
Parasols which after the stage lights were
dimmed g'ave a radium effect in the twisting and
turning of the parasols. It was a very unique
number.

Harry Rose playing his second engagement at
this house offered his own specialty intermingled
with comedy gags and wise chatter and two
songs called “Frankfurter Sandwiches” and “Just
Another Day” as usual Rose was a big favorite
and stopped the show after many encores. A
band arrangement of “There’s a Trick in Picking
a Chick” followed with Sammy Kahn again sing-
ing while the Gould girls in novelty feather cos-
tumes offered some eccentric steps.

Kahn, Owen and Anderson formed a trio in
which they sang the song in harmony fashion
with a scrim setting following of house in back-
ground as the cast assembled while the band
played “Highways Are Happy Ways” for the
Finale, which made a good flash.

Johnstown State

Week Ending November 5

After the M-G-M News the Educational comedy,
“Don’t Shoot,”’ and then the stage presentation,
featuring the “Memphis Collegian,” one of the
hottest jazz organizations that has ever appeared
here.

Now at the CAPITOL Theatre, NEW YORK

Who? Why MILTON CHARLES

P. S. — Hello Chicago 1 I miss you a lot.

4*

TED LEARY

w

“The Versatile Master of Ceremonies ”

k , **

Still Packing Them in at the

STRATFORD THEATRE, CHICAGO

A National Playhouse

Paul Ash’s only REAL Imitator

LOU KOSLOFF

“SULTAN OF SYNCOPATION”

Formerly of CHICAGO and DETROIT, Now Conducting Stage Bandshows
at the PARAMOUNT, NEW YORK.

Opening the act with a symphonic arrangement
of Liszt’s “Dream of Love,” in which every in-
strument played its own solo part, they followed
with the “Memphis Stomp.”

Then came the cornetist in for a vocal solo,
“Me and My Shadow,” which registered well.

In the next number, “The Doll Dance,” a cute
lady dancer was featured in a toe dance spe-
cialty, after which the cornetist and banjoist
rendered a vocal duet “Just Once Again.”

Then came the “Alabama Stomp” in which a
colored dancer brought forth some hot stepping,
that almost stopped the show.

The presentation came to a close to the tune of
“Hallelujah” from “Hit the Deck,” which was
interwoven with several dance steps by various
members of the band. The act was very well
liked by the audiences. The Fox feature, "Pub-
licity Madness,” brought the show to a close.

Pittsburgh Grand

Week Ending November 5

Pillar and Tapson’s recording Buffalodians,
with H. Arluck as leader, composes the sole stage
attraction this week, doing about 30 minutes of
good entertaining music with two vocal solos from
boys in the band.

The boys open with “Annabelle Lee,” a vocal
chorus by the band heard as curtains open, then
some hot specialties and a trio again sings the
chorus of the song, winding up with a fast
chorus for a finish.

“Broken Hearted” followed with Arluck sing-
ing. He looks like Lew Brice and sings like
George Jessel and gets over nicely, although if
he smiled he would go over even better than now.

Playing of an old number, “Some of These
Days,” in old style “blue” manner closed the
act.

An overture, “Mignon,” was done by the house
orchestra in the pit and news and comedy also
entertained.

Feature was “Hard Boiled Hagegrty,” with Mil-
ton Sills.

Chicago Granada

Week Ending November 6

Benny Meroff’s “Revue a la Carte” took the
house down for some good applause this week,
with the orchestra itself carrying away its share
of the honors with the rendition of “There’s a
Cradle in Caroline” and “Ballet Egyptian.”

Benny rested this week and only tantalized his
audience with a few steps, which prompted the
rejoinder from those in the house, “Give us more,
Benny.”

Monte and Carrae, two Lilliputians, amused
with their clowning and acrobatics. Madeline
McKenzie, a vivacious miss, afforded a good eye
and ear introduction to the eight Meroff dancers,
a well trained octette that can step to the satis-
faction of everyone. The house was appreciative,
but would have been more satisfied had they ap-
peared more often on the program.

Francis and Howard, two male warblers, seemed
to lack that elusive “it” which is so necessary to
get across. They were the one weak spot on an
otherwise enjoyable bill.

John and Mary Jennings, two clever ballroom
dancers, only barely touched upon their program
of versatile steps.

Britt Wood, comic, dancer and harmonica player,
brought the house down. It is sufficient to say
that the boy is there.

The show was entirely satisfactory and the
crowd was a holdout.

Bennie Krueger

Feature Attraction

Balaban
and Katz
UPTOWN

and

TIVOLI

Theatres,
Chicago

November 12, 1927

EXHIBITORS HERALD

35

New York Strand

Week Ending November 11

Nathaniel Shilkret and his augmented Victor
Salon Orchestra playing for the first time in this
form, were ushered into the Strand this week with
somewhat of a reception. The opening number
was a Paraphrase on “Shubert’s Unfinished Sym-
phony,” as arranged by Shilkret.

Starting in with this theme as an overture and
following a symbal crash, foiir players, surround-
ing a piano to one side of the stage, are dis-
cussing the unfinished symphony, when one of
their number goes into a dramatic poem on the
piece, at the end of which, in another little tab
across stage, Schubert is depicted wrestling with
the elusive theme and its notes, all inspired by
his unmet love, faintly discerned in the back-
ground, by an old fashioned girl framed as a
portrait, over and above his work desk.

The Liebling Singers, and Mark Strand Chorus,
grouped in center stage, are revealed during the
run of this theme, singing “The Unfinished Sym-
phony.”

In this way the entire piece, including all the
characters it portrays, are illustrated with great
effect. It would be hard to imgaine any one
ushering themselves in musically anywhere with
more applause than Shilkret received following
the curtain.

Marguerite Namara, of the Chicago Grand
Opera Company, in two selections, “Ah, Fors’ e
Lui,” and “Kiss Me Again,” kept up the pace
that the orchestra and vocal groups had started,
of filling the house with rich and rare music.

Helen Denizon in a dance divertissment,
“Caprice” and the Mark Strand Ballet, carried
on in a soft and subtle bit of work that for
routine was different, and the applause indicated
the house enjoyed it muchly.

The Eight Cocktails, through the courtesy of
Charles Dillingham, grace the board this week
with their applause winning team work, for
which the girls have long been noted.

Simmes and Babette, Parisian dancers of the
ballroom type, filled in the next spot with credit,
though they seemed to offer nothing new, and it
is this reporter’s observation that something dif-
ferent somewhere in the routine of ballroom style
stage dancing is almost a necessity.

The Yacht Club Boys, favorite cafe troubadore
about Manhattan, and working two fiddles, a
guitar and piano, for all their worth put them-
selves, as usual, across nicely.

The augmented orchestra came into the picture
again for a great little finale, with the entire
ensemble in “Are You Happy,” including
"Veronica.” Here we have something new again
in presentation, in the great scramble to lead
and it looks as though time will reward the
Strand for their efforts nicely, for they have
great possibilities in this new working order.

San Antonio Aztec

Jean Sarli and His Aztec Symphonizers pre-
sent a novelty stage act this week, offering the
Four Dumonts, tap dancers diked out as bell-
boys, and Bernard and Meritt as the headline
attraction.

The dancers are good, showing remarkable con-
formity to musical cues, and good team work —
but the whole show was the fast and enjoyable
accordion playing by the team of Bernard and
Merritt. The show is considerably pepped up by
this snappy pair.

Lighting and scenic arrangement is carried out
nicely in the show.

Picture is “The Harvester.”

Boston Metropolitan

Week Ending November 5

A special overture production, “Indian Etch-
ings,” started things off. While the Metropolitan
Grand Orchestra played Indian music, a woodland
scene was shown on stage. Walter Smith, dressed
as an Indian chief, sings a bass solo; Virginia
Johnson, an Indian maiden, sings “Indian Love
Call”; and Harry Lossee in war paint and
feathers does an Indian warrior’s dance.

Arthur Martel at the organ gets a big laugh
playing “Just a Memory,” with slides reviewing
all the old favorites by this composer.

Jack Partington’s “Florida” was the production.
The curtain rose to the tune of “Smiles” played
by Gene Rodemich and the Met Merrymakers.

Back drop represents a Florida estate. In front
of the orchestra were 12 open sunshades, and
from behind these stepped the Florida Girls dressed
in snappy bathing costumes representing 12 Florida
cities. Their tuneful chorus got a big hand.

After them came Billie Gerber, a clever little
singer and dancer and quite the hit of the pro-
gram. She had to come out and sing “A Night
in June” all over again for the audience.

Next were Gattison Jones and Elsie Elliott, who
showed how they do the waltz in Florida. They
put across some clever original steps.

The Met Band played “Dolly Dimples” here, fea-
turing a piano duet with Gene Rodemich himself
a the piano. Then Chester Fredericks sang “I
Can’t Keep Away from the Girls,” and did some
acrobatic dancing that made a hit.

The Giersdorf Sisters, trio, were a popular num-
ber. Their tuneful melodies got three encores.
A1 Markell and Gay Faum put on a clever comedy
stunt.

Pola Negri in “The Woman on Trial” was the
picture.

Chicago Sheridan

Week Ending November 6

“A Hallowe’en Garden,” with Verne Buck and
his band was the appropriate title of this week’s
peppy stage show at the Sheridan. The back drop
was illustrated with pumpkins, witches, goblins,
etc., and the boys in the band were in clown suits.

After a dance by the Joe Keith Girls, the boys
played a good rendition of “Annabelle Lee.”

Mack and Long then marched out doing a mili-
tary tap dance and won a fine reception with
their footwork.

Miss Betty Leonard sang "Just Another Day”
and was called for an encore.

Buck brought down the house with his dancing
and fooling around while the orchestra played
“Some Day You’ll Say O Kay.”

The Keith Girls next did a very cute Hallowe’en
dance.

Francis Renault kept the audience chuckling
with his remarks while appearing in some beau-
tiful gowns. He did an excellent imitation of
Queen Marie.

The most graceful and beautiful act on the pro-
gram was given by Rene and Fohl, fancy ball-
room dancers.

George Givot climaxed the presentation. He
was dressed in trick collegiate rompers, and boy,
how he did knock ’em dead ! His singing “ ’Cause
You Can’t Walk Home from an Airplane!” his
patter with Verne Buck and his clowning around
were just what the audience wanted.

For the finale all acts came on the stage, with
the Keith Girls stepping high and fancy as the
curtain closed.

Chicago Terminal

Week Ending November 6

The Terminal theatre is presenting bandshows
on Saturday and Sunday only, with Austin Mack
and his Century Serenaders.

The Serenaders open the show playing a good
“Wabash Blues” number.

For the second number the Monroe Sisters 6ing
“Lay Me Down to Sleep” and “Dewy Day.”

Two fast banjo players, Osman and Schepp, are
next and they sing and play “Everybody Loves
My Gal.”

Then all the house lights were extinguished
and the cleverest stunt of the program was pulled.
The curtain was closed and as the orchestra played,
out hopped two large, marionette-like rabbits that
danced to the music. These were excellent imita-
tions and were very striking because they were
brilliantly illuminated. It was impossible to dis-
cern just how they were manipulated. There
followed in rapid succession chickens, bullfrogs,
ducks, etc. This act was put on by Les Clicks.

After this the Serenaders gave a combination
vocal and instrumental comedy number “We Went
to War,” and “We Went to College” that seemed
to be liked.

Eddie Davis, in hobo clothes, did some acrobatic
and eccentric dancing that got a big hand.

Harm and Nee, “those cadets,” followed, and
were the hit of the program. They sang “Anna-
belle Lee” and “You Got Bugs.”

Higgie and Cooper, two laughing, snappy girl
tap dancers, were next and got a big hand.

For the finale the orchestra played “A Night in
June,” with all the performers on the stage.

San Antonio Texas

Overture by pit orchestra, Erno Hussar conduct-
ing; organ solo by Muth; Paramount News and
Paramount cartoon precede Publix bandshow,
“Persian Pranks.” For opening, curtains open,
revealing series of modulated black and gold drops,
representing various levels of roof tops in Oriental
city.

The Persian Dancers enter from both wings,
dancing to the weird strains from A1 Morey’s
Merry Mad Gang, which is behind one of the
drops. Madge Rush comes on at climax of dance,
which ends with spot applause as girls go off and
drop rises, showing band, which i6 costumed in
6heik outfits.

Morey introduces the Brock Sisters, who have
good voices, but weak stage appearance. They
sing a medley of popular and past-popular num-
bers, in straight evening gowns. Lloyd and Brice,
trick comedians, do a good tumbling bit that
takes all the applause of the show. They make
a couple of encores at every performance.

Morey, with the band in a beautiful set repre-
senting a patio outside a Persian harem, announces
a band specialty of Oriental numbers, which winds
up with a crash of jazz to a good hand.

Gypsy Byrens next comes on in men’s clothes,
doing a good male impersonation, working into
a tap dance. Cogert and Motto, billed as the
“Human Jazz Band,” live up to their rep in a
series of instrument imitations using only the
hands and mouth. They give an impersonation
of the Duncan Sisters that is a knockout.

Finale introduces the Persian Dancers, with
Miss Rush in spot, in another "Far East” spe-
cialty. Show is beautifully sceniced and lighted,
but failed to register properly. Picture was "Now
We’re in the Air” with Beery and Hatton.

Chauncey
Haines

FEATURED
ORGANIST

FOR

Balaban
and Katz

NORSHORE THEATRE

CHICAGO

RUBE SCHOLZ

FEATURED ORGANIST

SAXE’S MOJESKA Theatre

MILWAUKEE,

WISCONSIN

JIMMIE FERGUSON

Late Co-Starring Comic of

SISSLE & BLAKE’S "CHOCOLATE DADDIES”

Also Producer of the Revues for CAFE De PARIS

Now Playing the Better Class Presentation Houses

Personal Direction — LEO SALKINS

Standard Oil Bldg., 910 So. Michigan Ave., Chicago

36

EXHIBITORS HERALD

November 12, 1927

LOSAYS

Something
about
Every 077 ©

Good-bye, Paul! and Hello, Mark. . . . Best of
luck to you, old scout. . . . Another great Paul
is in town this week. . . . It’s Whiteman and his
famous band. . . . While on the subject of band
leaders let us say that Del Delbridge, for some
time the popular band leader at the Capitol, Chi-
cago, leaves this week to take up his new duties
as conductor of the Michigan theatre stageshows
in Detroit. . . . Lou Kosloff, who is now leading
the shows there, goes into the Paramount, New
York. . . . Some rise since leaving Paul Ash’s
band. . . . Atta boy, Lou, go get ’em. . . . We
hear that Husk O’Haro will take Delbridge’s place
at the Capitol. . . . Another fine fellow. . . . Joe
Alexander, formerly solo organist of the Ohio
theatre in Indianapolis, writes us he will soon
open in Chicago at a new house. . . . Don Cordon,
formerly a featured organist with B. & K., is now
soloist at the new Lawndale theatre in Chicago.
. . . By the way, Sam Kaufman, popular band
leader, is also there conducting the stageshows. . . .
We learn that the North Center theatre of Chicago
has closed and that Dr. Ronfort, its organist, will
soon open at another deluxe house. . . . This week
the bandshows start rotating from the Norshore,
Chicago, with the entire east and scenery, but
retaining the leader and band in each theatre.

. . . The Harry Danforth Agency is representing
Paul Tremaine & Company, who is now doing an
act for the Orpheum Circuit. . . . Dave Miller is
still conducting the orchestra at Saxe’s Tower the-
atre in Milwaukee. . . . Harry Rappi is featured
on the vaudeville program at the Rialto Chicago,
this week. . . . Ted Campbell sends us word that
he is now the featured organist at the Tivoli the-
atre in Michigan City, Indiana. . . . Eddie Perry,
formerly band leader for L. & T., and lately of
Houston for Publix, is in Chicago on a visit.

. . . Roy MacMullen, producer of the Verne Buck
shows at the Sheridan in Chicago, is also staging
the sets for the Lawndale, Ambassador and Rose-
land State theatres, all Chicago houses. . . . Max-
well and Lee are featured with the Charles Kaley
show at the Granada Chicago this week. . . .
Lou Klatt is the featured accordionist with Elmer
Kaiser’s Band at the Commercial theatre, Chi-
cago. . . . Leonard Wagner is now doing solo
work at the La Grange theatre organ in La
Grange, 111. . . . Speaking of organists, Fred
Beck is now the featured organ player at the
B. & K. Roosevelt theatre in Chicago. . . . And
Eleanor Meek is doing the same at thp Avon
theatre, also of Chicago. . . . Arthur Smallwood
has written the “Russian Doll,” a new song with
Charles Kaley and Jules Stein, writer of “Sun-
day.” . . . Smallwood is conducting the orchestra
at the Pantheon theatre, Chicago. . . . Dan
Russo and his band are now the featured attrac-
tion at the Arcadia Ballroom of Detroit. . . .
Dan formerly played picture houses in Chicago.

. . . Phil Spitalny, brother of H. Leopold Spitalny
of Chicago is now leading bandshows at the
Hippodrome theatre in Cleveland, Ohio. . . .
Russ Morgan is still packing them in at the
Capitol theatre in Detroit with his fine stagehand
shows. . . . Leonard Salvo leaves the Capitol,
Chicago, to become featured organist of the High-
land theatre, also a Chicago house. . . William
G. Schneider, a newcomer in presentation and
novelty instrument player of saws and other
things, starts playing under Sam Herman’s direc-
tion this week. . . . Phillip Catania has been
made assistant to Mort Goldberg, manager of the
Admiral theatre, Chicago, where Cornelius Maffie
is the featured organist.

A. RAYMOND GALLO.

ORGAN SOLOS

Fred Kinsley (New York Hippodrome) so good
is this master of originality in his offering this
week that it is billed and featured for a hold-
over. The piece is his own “Stop Thief” ar-
rangement that he introduced away back when.
It tells the tale of how many of the popular
hits of the day are stolen from the old classics.
After several illustrated examples, a song com-
poser steps out on the stage and calls a halt to
the proceeding, and challenges Kinsley to prove
his point further. This is done with two of the
composer’s own songs, and Kinsley catches him
at work stealing from an old ballad, on his third
song, which, to make everybody feel good, in-
cluding its composer, slides of its chorus are in-
troduced and all join larynxs in singing it loud
enough to make the rafters feel the effects.

Henri A. Keates (Chicago Oriental) presented
"Assorted Love Songs” as a solo this week, open-
ing with “The Sweetest Sweetheart in the World’’
and “Moonbeams and You” with special slides
which then led him into "Just Once Again,”
“Song at Twilight,” “Baby Your Mother,” “Rock-
-a-Baby” and “Sing Me a Baby Song.” This
stunt was offered in community form and the
audience sang willingly to Keates’ arrangement.

Dick Liebert (Pittsburgh Penn) this week is
doing a straight solo again, calling it "Russia-
anna.” Dressed in a Cossack uniform he plays
"The Volga Boatman” and Russian Lullaby”
with house lighting effects also used.

Preston Sellers (Chicago Uptown) called his
presentation this week “The Trouble Maker” and
played “Under the Moon,” “Under the Shade of
the Old Apple Tree,” with old-fashioned slides
that got a good laugh, “Sing Me a Baby Song”
and “Just Once Again.” Sellers knows how to
get music out of an organ, and the audience
showed their appreciation by singing and giving
him good applause.

Bob West (Houston Metropolitan) does a great
sing-song number this week in "Dew-Dew-Dewey
Day.” He has the Houston audiences at his beck,
and they raise the roof at the slightest provoca-
tion. It is with sadness that the Metropolitan
announces that this is the last week of West’s
sojourn in Houston — that theatre is losing one
of its major box office attractions.

Don Pedro Espinosa (Chicago Ambassador) used
for his solo this week a stunt called "Spain,
Yesterday and Today,” which was played in soft
harmony style, using the “Toreador Song” and
“Habenara” from “Carmen.” "La Paloma” and
“Valencia” were also interpolated with the “Cas-
tinette” song which led into “A Lain in Spain.”
This was all done in the form of a medley of
Spanish tunes with no community singing, but
cleverly illustrated slides.

Clark Fiers (Scranton, West Side) played as a
prologue to “The Big Parade” with a scrim pre-
sentation the song of “The Big Parade” with
vocal offering by Horce Gregory. Fiers is well
liked here for his novel ideas in organ presenta-
tion.

Kenneth Anderson (Chicago Metropolitan) used
for his organ solo last week "The Pilgrims’
Chorus” from “Tannhauser,” which met with
great success here. Anderson also originates his
own cue sheet for the features.

Henry B. Murtagh (Chicago, Chicago) played
Sir Arthur Sullivan’s “The Lost Chord” exquisitely
and after receiving considerable applause played
"When Baby Feet Go Pitter Patter Across the
Floor.” Only two pieces this week but both car-
ried out in true Murtagh style.

L. Carlos Meier (Chicago Terminal) this week
played “At Sundown.” “You Don’t Like It, Not
Much” and “Just Once Again.” The audience
got a wallop from the “You Don’t Like It” song,
and also enjoyed singing Paul Ash’s hit, “Just
Once Again.”

Anita de Mars (Chicago Capitol) this week
played selections from “A Night in June,” “Anna-
belle Lee” and “I’ll Think of You.”

Doris Gutow (Chicago Stratford) plays as her
number this week “An Old Refrain and an Old
Guitar” with some very striking scrim slides.
Lloyd White, in costume and Spanish setting back
of the scrim, 6ings the chorus to a senorita.

THE OUTSTANDING HIT

"My Blue Heaven” (Leo Feist.)

BEST SELLERS

Week Ending November 5

"What Do We Do On a Dewy
Day,” (Irving Berlin.)

‘‘the Doll Dance,” (Sherman
Clay.)

“ Broken Hearted,” (DeSylva,
Brown & Henderson.)

"Just Another Day Wasted Away,”

( Shapiro -Bernstein.)

“Together, We Tzvo,” (Irving
Berlin.)

“ The Desert Song,” (T. D. Harms.)

SURRENDER — (A Universal Love Song) — (J.
H. Remick & Co.) — This song was especially
written for the picture of the same name and is
dedicated to it’s star Mary Philbin. A melodious
waltz with a very good lyric. By Jeff Edmonds,
Haven Gillespie and Eggie Van Alstyne.

* * *

WHEN SHADOWS FALI^-(0’er The Canyon
Wall) — (Chappell-Harms, Inc.) A popular love
song of the west. A typical Chappell-Harms
tune which means another classic. It is in
march tempo. Words by George Applegarth,
music by Leslie Loth.

* * *

SOMEBODY LIED ABOUT ME— (Sherman
Clay & Co.) — Another good song by the western
firm that has just recently given us Doll Dance
and Charmaine. The lyric is by Gus Kahn, music
by Carl and Frank Emler.

* $ *

THERE MUST BE SOMEBODY ELSE — (Irving
Berlin, Inc.) — A fox trot song about a young
man who thinks about his loved one constantly
but does not believe it is reciprocated. Words
by Archie Gottler and Sidney Clare, music by
Maceo Pinkard.

❖ # ♦

GET ’EM IN A RUMBLE SEAT— (Villa Moret,
Inc.) — On the order of Thanks for the Buggy
Ride, but brought up-to-date, this being an auto-
mobile song. Words and music by Jack Marshall,
Carl Lampl and Morey Davidson.

* # #

THAT’S HOW I KNOW I LOVE YOU—
(Henry Waterson) — A cute fox trot song written
by Ted Snyder, who in the last year has come
back with a bang.

# # #

AMONG MY SOUVENIRS— (De Sylva, Brown
& Henderson, Inc.) — This song is already a big
hit in Europe and should meet with the same
success in this country. It has a marvelous lyric
by Edgar Leslie, who wrote it on a visit to
Europe. * * *

RAIN — (Robbins Music Corporation) — This song
by Eugene Ford is excellent both as to words
and music. Has a very good chance of being
counted in the hit class.

# # #

STUDY IN BLUE — (Paul Whiteman) — A piano
solo on the order of Rhapsody in Blue. One of
Paul Whiteman’s first publications. It is being
featured in his routine while in Chicago. Should
be heard from.

* * *

YOU CAN’T WALK BACK FROM AN AERO-
PLANE— (So What Are You Girls Gonna Do?) —
(Bibo-BIoedon & Lang.) — Irving Bibo and Wm.
Friedlander have written a comedy song that has
some very funny lines and also a good melody.

* « *

BLUE EYES — (Spike Hamilton) — This song is
published by Spike Hamilton, who not so long
ago started Bye Bye Pretty Baby on the road to
a hit and then turned it over to a big firm. Has
a good chance of doing the same with this one.
The lyrics are by none other than the old master,
Gus Kahn. * * *

MOONBEAMS AND YOU— (Bamum Publish-
ing Co.) — Mr. K. R. Barnum also wrote this song
and for the short time it has been out he has
been quite successful in creating a demand for
the number. It’s a pretty waltz.

* # *

P. S. : ..Yours for better songs.

SID BERMAN.

November 12, 1927

EXHIBITORS HERALD

37

Exhibitors Herald Production

Directory

A Valuable Resume of Production Activities

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

Associated Studios

Fox Studio

STORY

DIRECTOR

CHIEF

PLAYERS

BRAND

NAME

STARTING

DATE

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

NO PRODUCTION THIS WEEK

California Studios

“Law and the Percy Pembroke All Star Trem Carr Prod.

Man"

“The Girl
Downstairs”

J. G. Blystone

George O’Brien

Lois Moran

Oct.

19

“Horseman of
the Plain”

Ben Stoloff

Tom Mix

Oct.

21

“Pigskin”

David Butler

David Rollens

Sue Carrol

Oct.

21

“Lady

Cristilinda”

Frank Borzage

Janet Gaynor

Charles Farrell

Sept.

26

“Womanwise”

Albert Ray

Wm. Russell

June Collyer

Walter Pidgen

Oct.

10

Chadwick Studios

NO PRODUCTION THIS WEEK

Charles Chaplin Studio

“The Circus” Charles Chaplin Charles Chaplin United Artists

Merna Kennedy

Jan. 1926

Columbia Studio

“The Warning” Geo. B. Seitz Jack Holt Perfect Thirty
Dorothy Revier

Oct. 24

Cecil B. De Mille Studio

“Chicago” Frank Urson Phyllis Haver Pathe

“Stand & Donald Crisp Rod LaRocque Pathe

Deliver”

“The Blue Paul Sloane Beatrice Joy

Danube”

Sept. 30
Oct. 18

Oct. 24

F B O Studio

Midnight”
‘Fighting Red
Head”

“Fangs of the
Wild”

“When the
“Law Rides’
“Man in the
Rough”

“Fruits of
Divorce”
“Woman

Against the
World”
“Streets of
Shanghai”

Ralph Ince

Ralph Ince

Gold Bond

Nov. 3

Louis King

Buzz Barton

Buzz Barton

Nov. 2

Jerome Storm

“Ranger”

Western

Nov. 2

Robt. DeLacy

Tom Tyler

Tom Tyler

Nov. 4

Western

Wallace Fox

Bob Steele

Bob Steele

Nov. 4

Western

Fine

Arts Studio

Roy Wm. Neill

Percy Marmont Gotham Prod.

Nov. 1

May Busch
Harrison Ford

Tiffany-Stahl

Oct. 25

Phil Rosen

Georgia Hale

Louis Gasnier

Pauline Stark
Jason Robards
Margaret

Tiffany-Stahl

Oct. 31

Livingston
Kenneth Harlan

First National Studio

“Her Wild Oat”

M. Neilan

Colleen Moore

Sept.

13

“The Noose”

J. F. Dillon

R. Barthelmess

Oct.

17

“Shepherd of
the Hills”

A. Rogell

Alec Francis

Mollie O’Day

Aug.

25

“The Chaser”

Harry Langdon

Sept.

14

“Sailors’ Wives’

’J. Henabery

Mary Astor

Lloyd Hughes

Oct.

1

“French

Dressing”

Allan Dwan

Lois Wilson

H. B. Warner

Oct.

12

Untitled

Mervyn LeRoy Cbas. Murray

George Sidney

Oct.

20

“Ladies Night
in a Turkish
Bath”

Edw. Cline

Jack Mulhall

Dorothy

Mackaill

Oct.

24

Metropolitan Studio

“Speedy”

Ted Wilde

Harold Lloyd Paramount

July

30

“The Red

James Cruze

Nena Quartaro James Cruze

Oct.

28

Mark”

Prod.

Metro-Goldwyn-Mayer Studio

“The Cossacks” George Hill

Gilbert-Adoree

Oct.

25

“The Big City” Tod Browning

Chaney-Day-

Oct.

17

Murray

“The Patsy”

King Vidor

Marion Davies

Oct.

4

“Rose-Marie'’

’ Edmund

Crawford-

Oct.

26

Goulding

Murray

“The Texas

Wm. Nigh

Tim McCoy

Oct.

19

Ranger”

Joan Crawford

“Cloaks and

Sam Wood

Shearer-Forbes

Oct.

31

Suits”

Paramount Famous Lasky Corporation

“The Road of
Glory”

“The Legion
of the

Condemned”
“Under the
Tonto Rim”

Josef von

Sternberg

William

Wellman

Herman

Raymaker

Emil Jannings Paramount
Evelyn Brent
Fay Wray Paramount

Gary Cooper

Mary Brian Paramount

Richard Alien

Oct. 5
Oct. 10

Oct. 27

“Drums of
Love”

“Tempest”

United Artists

D. W. Griffith Mary Philbin D. W. Griffith Sept. 12

Lionel Production

Barrymore
Don Alvarado
Tully Marshall

S. Tourjansky John John Barrymore Oct. 16

Barrymore Production

Universal Pictures Corporation

“Wild West

Del Andrews

Hoot Gibson

Jewel

Oct.

6

Show”

“Hot Heels’’

Wm. Jas. Craft Glenn Tryon &

Jewel

Oct.

31

Patsy R. Miller

“Finder*

Wesley Ruggles Laura LaPlante Jewell

Oct.

12

Keepers”

“Foreign

Edw. Sloman

Norman Kerry

Jewell

Sept.

28

Legion”

Lewis Stone

“Anyone Seen
Kelly”

Willy Wyler

Bessie Love

Jewel

Oct.

31

“Man Who

Paul Leni

Mary Philbin

Super- Jewel

Sept.

26

Laughs”

Conrad Veidt

Oct.

“Wild Blood”

Henry MacRae

Rex

Western

24

Warner

Brothers Studio

‘A Race for

Ross Lederman

Rin-Tin-Tin

Oct. 17

Life”

‘Glorious

Alan Crosland

Dolores Costello

Oct. 10

Betsy”

‘The Little

John Adolfi

May McAvoy

Oct. 20

Snob”

“Across the
Atlantic”

Howard

Bretherton

Monte Blue

Nov. 1

38

EXHIBITORS HERALD

November 12, 1927

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

THE PHOTOGRAPHY IS GOOD

T

HE present being, perhaps, the fourth
week since mention of motion picture
reviewers as false prophets and rank pretend-
ers, a start into the subject may be accom-
plishing by divulging a relatively well known
subterfuge of the misinformative gentry
belabored by boss and circumstance to pre-
tense of expertness. I refer to the line, “the
photography is good.” You've seen it, of
course.

This line is the hallmark of the fake re-
viewer (of course there are no other kinds)
and its genesis should be apparent. It came
into use in the dead past, when motion pic-
ture producer, actor, etc., was disposed to
raizell about (and with) uncomplimentary
comment on a picture. The person writing
about a bad picture, in those days, inserted
the quoted line as a buffer, a defense, and
as the least important deceit that could be
employed for the purpose. As a matter of
fact, practically all photography is good (al-
though some is excellent, wonderful, etc.)
and further, nobody goes to see a picture
merely because someone has said it exhibits
good photography.

With the passing of the day when a pro-
ducer, actor, etc., was disposed to raizell
about these things, it was reasonable to drop
out the buffer; but reviewers, engaged in a
wholly unreasonable business at best, cannot
be expected to do reasonable things. And so
the line endures, a fact brought to attention
last week by Mae Tinee’s use of a two-col-
umn heading in The Chicago Tribune to
extol the photography involved in “The
Garden of Allah.” The picture, of course, is
not merely a photographic exhibit, although
Miss Tinee plainly indicates that belief. (I
did not read the rest of her comment, of
course.)

As a matter of fact, this “Garden of Allah”
is leagues ahead of Rex Ingram’s recent pro-
ductions. That doesn’t mean that it is a
whiz, a whale, a wow or any of those things,
for it isn’t; but it does mean that the time
spent in viewing the picture (by the over-
signed) was counted a pleasant evening.
What more should one expect of a picture?

Alice Terry continues a regrettably frigid
heroine in the thing, a yarn about a monk
who broke his vows and then did what could
be done about mending them, but the rest
of the folks are pretty logical. The Ingram
bow to Continental influence obtrudes in
several rather horrible closeups of beggars,
cripples, etc., but the Ingram continuity and

By T. O. SERVICE

coherence is much as of old. There are sev-
eral insets (mere exhibits of customs,
manners, etc.) which give the picture an
additional value. And, as Miss Tinee stated,
incompletely, the photography is excellent.
Indeed, the sandstorm is the best I have
seen.

“THE FAIR CO ED ”

Delightful little Marion Davies, her
flaxen tresses cruelly short and her lovely
girlishness radiantly highlighted by college
customs and costumes, dances merrily and
charmingly through “The Fair Co-Ed,” a
fresh, sweet story of campus life, love and
basketball. The picture was shown at the
Chicago theatre last week.

The throngs of ardent basketball fans who
swarmed the spacious auditorium of the
theatre found it difficult to contain their
enthusiasm when Marion Bright (portrayed
by Miss Davies) snatched victory for her
beloved Bingham from the very clutches of
hated Claxton by throwing a basket from the
latter’s very goal line in the last split-second
of play. Applause broke out again and
again during the spirited contest, only to be
eclipsed when it became evident that the
winner of the contest would be won, in turn,
by the coach whose confidence in her abil-
ity had been so richly deserved.

In none of her pictures has Miss Davies
shown so brilliantly, as actress and as wit,
as in “The Fair Co-Ed.” Indeed, so keenly
pointed are her jests — cunningly conveyed
by captions that would make a very interest-
ing little pamphlet if assembled for publica-
tion— that the happy spectator little realizes
that a story of tremendous struggle between
colleges and codes is being unfolded. This
intense absorption in the star carries the
story to the very verge of the game, and then
beyond, administering with consummate
effect the lesson that teamwork, sincerity,
steadfastness and stick-to-it-iveness are prime
requisites for success on the basketball floor
as well as in the class room.

It is to be hoped that “The Fair Co-Ed”
will be followed by many other pictures
dealing with college life and sports. Indeed,
the idea of surrounding an important ath-
letic contest with interest-building circum-
stances and showing the sure results of
proper training, purpose and perseverance

is an excellent one. Much credit is due the
genius who contrived this splendid combina-
tion of superb entertainment and superla-
tive doctrine.

SOMETHING-OTTA-BE-DUN

T

X HAVE remarked at various times, on
the practical impossibility of getting any-
thing less important than an epic across
the screen of the Oriental theatre, Chicago,
without a laugh. Perhaps I have given the
impression that there was something regret-
table about this condition. If so blame my
choice of words, for the essentially young
and intellectually honest Oriental audience
is the last word in accuracy. Any actor,
director or producer who has not watched a
picture with an Oriental audience has an ex-
perience in store for him; it will make him
a better actor, director or producer.

These young people, the youngest audi-
ence in the world, really felt quite badly
about the extreme difficulties into which
exigencies of “The Woman on Trial” precip-
itated Pola Negri. They were intensely sorry
that her sweetheart’s illness forced her to
marry a millionaire who turned out to be
a bad boy, and they thought it reprehensible
of her lifelong friend to frame her for a
divorce action. They were practically pros-
trated when it became clear that her child
would be taken from her, merely because
she had killed the deceitful lifelong friend,
and they weren’t at all sure that things
would come out all right in the end. But
they couldn’t — just simply could not — re-
frain from hearty guffaws when closeups of
the kindly old judge on the bench (who had
urged the accused to tell her story) were
flashed like so many Red Cross Christmas
seals in their order of their appearance.
“Santa Claus,” murmured a steno in the
thirty-fifth row, and Sennett would retire
completely and happily if anything of his
could get the laugh that followed.

After this, of course, the folks couldn’t
get down to the serious side of “The Woman
on Trial.”

But that isn’t all. These folks are not
rowdies. The picture came to an end, as
all good or bad pictures do, and the folks
gave it a big hand, a hand that said “Sorry,
old thing, but you’re just too funny* No
offense, and we know you’re all right.” It
isn’t within my somewhat farflung ego to
attempt improvement upon their dictum.

November 12, 1927

EXHIBITORS HERALD

39

THE FILM MART

(Special to the Herald)

HOLLYWOOD, Nov. 8. — Three independent film
companies, Columbia, Tiffany and Gotham have been
the center of attention in the production colony during
the past week. Interest has been provoked by announce-
ment of heads of these companies through trade jour-
nals and also by the closing of the Tiffany deal with
John M. Stahl. Rumors regarding the three companies
are rife but, rumors aside, the fact remains that these
companies are being very active.

Tiffany began work on two productions last week
which command attention. George Archainbaud is di-
recting Harrison Ford and Gertrude Olmsted, two
regulars on contract with other companies, in “A Wom-
an Against the World.” Louis Gasnier is directing

Jason Robard, Margaret Livingston and Kenneth Har-
lan, three stars with drawing power, in “Streets of
Shanghai.” Work is also under way on “Fruits of
Divorce.”

D. W. Griffith completed “Opening Night” starring
Claire Windsor last week at Columbia and another pro-
duction will be completed at once. Harry Cohn’s “Blood
Ship” and his “Alias the Lone Wolf” closed downtown
dates last week and are the subject of much studio con-
versation.

Warner Brothers is rapidly rushing its schedule to
completion in order to be finished with the year’s pro-
gram before the middle of December. — Douglas Hodges.

Universal Presents
“The Chinese Parrot ”

“The Chinese Parrot” had its world pre-
miere two weeks ago in the Kenosha The-
atre, Kenosha, Wis.

“On Your Toes,” instead of “Use Your
Feet” will be the permanent title for the
new Reginald Denny production.

“Home James” will be Laura La Plante’s
forthcoming picture, with William Beau-
dine directing. The script will be pre-
pared by Morton Blumenstock.

Pathe to Film “My Country ”
At De Mille Studios

Camera work will begin about the mid-
dle of this month on Cecil B. DeMille’s
new personally directed picture which is
as yet untitled. The theme will be a melo-
dramatic one, of a boy and girl in the
reform schools of America.

“Hold ’Em Yale” and “Midnight Mad-
ness” will be directed by Hector Turnbull,
who recently joined the Pathe-DeMille or-
ganization.

Mack Sennett, who has three
units in the midst of production,
has completed “Smith’s Bargain,’’
a two-reeler.

Niles Asther has been engaged
to play opposite Leatrice Joy in
the Pathe-DeMille special “The
Blue Danube," the story for which
was written by John Farrow. The
director will be Paul Sloane.

“King Harold” and “Motorboat
Mamas,” two new Pathe comedies,
have been selected for listing in
the Photoplay Guide of the Na-
tional Board of Review Magazine.

“My Country,” Julien Josephson’s story,
is to be filmed by the De Mille studio for
Pathe release. Sonya Levien collaborated
with the author to produce the scenario.
It is not known as yet who will play in this
story of an immigrant’s adoption of an
alien land, or who will direct the picture.

“Walking Back” with Vera Reynolds
will be produced by William K. Howard.
The story was adapted from George Kibbe
Turner’s “A Ride in the Country” by
Douglas Doty.

John Krafft, who has done excellent
work as a title writer for De Mille pro-

ductions, has just signed with the organiza-
tion for several more years.

“Alien Antics,” is a Grantland Rice re-
lease of the Sportlight series, and shows
some of the games played in foreign lands.

Educational Releases
Two Big Boy Comedies

“She’s A Boy” and “Shamrock Alley”
are the Big Boy comedies that have been
finished by Educational. There will be
six more in the series.

Monte Collins, new Educational com-
edian has completed his second Cameo
Comedy which has been titled “Rest Day.”
His first production was “He Tried To
Please.”

Columbia Releases
“Stage Kisses ”

The Columbia company shooting “The
Opening Night” transferred their activi-
ties last week to Laguna, for the filming
of the fishing village sequences. The story
is directed by Edward H. Griffith. Claire
Windsor, John Bowers, Grace Goodall,
Bobby Mack and the rest of the principals
who do not appear in the sequences had
the week off.

“The Warning,” a tale of the
adventures and romances of the
men and women who devote their
lives to the British Intelligence
Department, will star Jack Holt
and Dorothy Revier. The story
is rapid and shifts its locale from
London to the Far East, which
serves as the background for most
of the drama. George B. Seitz,
who adopted the story from the
original “The Silent Service,” by
Lillian Lucey and H. Milner
Kitchen, will also direct the him.

Bert Lytell is appearing at some of the
theatres where “Alias the Lone Wolf” is
being shown. Some of his latest appear-
ances have been at the Rialto in Omaha,
and at the Tower in Chicago.

“Stage Kisses” featuring Kenneth Harlan
and Helene Chadwick is now in the cutting
room and will be rushed to New York
where it is scheduled for immediate re-
lease. It was directed by Albert Kelly.

Paramount Releases
Eight Comedies in Nov.

During November Paramount will re-
lease four two-reel comedies and four one-
reel cartoon comedies. The two-reel com-
edies are “Find the King,” “Easy Curves,”
“Ocean Blues,” and “Mad Scrambles.” The
one-reel comedies are, “The Pie Curs,”
“Koko’s Klock,” “For Crime’s Sake” and
“Koko Kicks.”

Richard Dix’s next picture “The Travel-
ing Salesman,” to be directed by Malcolm
St. Clair, will have Phillip Strange, Eng-
lish actor, in the cast.

Nora Lane, who played opposite
Fred Thomson in “Jesse James,”
has been chosen to play the femi-
nine lead again in Thomson’s “Pio-
neer Scout.”

“ Quick Lunch” will be the title
of the new W. C. Fields and Ches-
ter Conklin comedy. The story
was composed by the entire writ-
ing staff of the Paramount coast
studios, and will be filmed as soon
as the principals have finished
their current production "Two
Flaming Youths.”

Paramount, by arrangement with Ed-
ward L. Klein Co. of New York, has ac-
quired the series of Edgar A. Guest Poetic
Jewels for sole distribution in Great
Britain and Ireland. The Edgar A. Guest
series is considered one of the finest series
of short subjects produced. They have
played Publix and other large circuits in
this country.

Thomas Meighan returns from a several
months vacation, to resume work at the
Paramount studio. While in Ireland
Meighan spent considerable time at the
home of John McCormack.

“Wooden Dollars” is the tentative title
of Bebe Daniels’ next picture, to be di-
rected by Gregory La Cava. Richard Aden
will play opposite Miss Daniels.

First National Finishing
“Shepherd of the Hills”

First National's “The Crystal Cup”
played recently at the New York Strand.

“Three’s A Crowd” and “Rose of the
Golden West” will play the U. B. O. circuit

40

EXHIBITORS HERALD

November 12, 1927

of theatres in Greater New York during
November.

“The Gorilla,” F. N.’s special,
was previewed by the home office
force at the Bronxville theatre re-
cently.

Edward Small, producer of “The
Gorilla” and “Ladies Night in a
Turkish Bath,” will have as his
next production a feature starring
Fannie Brice.

Camera work on “Louisiana”
has been completed.

“Down Went McGinty” was
started two weeks ago under the
direction of Mervyn LeRoy.

“The Shepherd of the Hills” is
now being cut and edited.

Harry J. Brown, who has di-
rected two of the most recent Ken
Maynard pictures, is on a brief
business trip to New York.

Contracts were closed two weeks ago
for all F. N. new season product with two
prominent chain theatre operators ; F. R.
Durkee who has a chain of Baltimore
theatres, and W. Cadoret, general manager
of the Comerford Amusement Co., oper-
ating 75 or more theatres in Eastern
Pennsylvania.

Script for the new Ken Maynard picture
which is tentatively called “The Royal
American” was written by Marion Jackson.

M-G-M" s Quality Street” Has
World Premiere at Embassy

M-G-M is launching on one of its big-
gest winter production schedules, with
eleven companies either shooting or pre-
paring, and ten pictures in the process of
printing and editing.

“His Night” with Ramon Novarro is
nearing completion.

Five M-G-M short subjects have been
selected for mention in the October issue
of the National Board of Review Maga-
zine. Four of these are “The Lion Hunt,”
The Parasol Ant,” “Soaring Wings” and
“Winged Death.”

“Under the Black Eagle” has
been selected as the final title for
the picture in which Flash, the
dog star, appears, formerly known
as “The Dog of War.”

James Murray has been cast op-
posite Joan Crawford in “ Rose
Marie.” The original musical
score will be presented with the
film.

“Quality Street” had its world
premiere at the Embassy recently.
This play in its original form was
given by Charles Frohman at the
Knickerbocker theatre in 1901
with Maude Adams.

“The Big Top,” co-starring
Dane and Arthur, is scheduled to
get under way soon.

“Baby Mine,” directed by Robert Z.
Leonard is nearing completion.

“The Big City” with Lon Chaney, went
into production two weeks ago.

Paul Hurst has been added to the cast of
“The Cossacks,” to play the comedy part
of “Na^rka,” crony of the Cossack chief-
tan played by Ernest Torrence.

Jean Be Briac, French character actor

has been assigned the role of stage director
in Greta Garbo’s next picture, “The Divine
Woman.”

Tiffany Finishes
“ Wild Geese ”

“Wild Geese” with Belle Bennett has
been completed by Tiffany Productions.
The screen version is from the novel of
the same name.

Pauline Starke has been signed for the
feature role in “Streets of Shanghai”
which is being supervised by John M.
Stahl. The supporting cast will include
Kenneth Harlan, Margaret Livingston,
Eddie Gribbon, Jason Robard and Matliilde
Comment. The cast is being directed by
Louis J. Gasnier.

United Artists Show
“My Best Girl ” at Rialto

“My Best Girl” with America’s Sweet-
heart, Mary Pickford is now showing at
the Rialto in New York. The story was
written serially for “Colliers” by Kathleen
Norris, was adopted by Allen McNeil and
Tim Whelan, and was scenarized by Hope
Loring. The picture was directed by Sam
Taylor.

Senor Jaime Martinez Del Rio, husband
of Dolores Del Rio is a writer of screen
and stage plays, and it is reported, has
been offered a leading role in a motion
picture. Last year he wrote three stories
for the screen, the last one having been
purchased by Edwin Carewe.

“A Woman Disputed” will be
the title for Norma Talmadge’s
second United Artists picture.

M. C. Levee and Agnes Christine
Johnson adopted the play for the
films from Dennison Clift’s story
of the same name. Levee will also
supervise production, which will
be started Christmas week.

Lionel Barrymore is featured
with Mary Philbin and Don Al-
varado in D. W Griffith’s “Drums
of Love.”

George Fawcett, veteran of
hundreds of pictures and stage
plays, has one of the important
parts in John Barrymore’s “Tem-
pest.”

Camera work on “Drums of Love” has
been Completed at the United Artists
Studio. The title of this picture was or-
iginally “A Romance of Old Spain.” It
is a drama of the tropics and tells the
story of the mutual love of two brothers.

Dorothy Sabastian has replaced Vera
Veronina as John Barrymore’s leading lady
in “The Tempest.” Miss Sabastian has
been loaned by M-G-M. She has recently
been featured in the M-G-M pictures “On
Ze Boulevard” and “Tea for Three.”

Buddy Rogers, of “Wings” plays oppo-
site Mary Pickford in “My Best Girl.”

Fox Announces Moran for
“The Girl Down Stairs ”

“The Girl Down Stairs” will soon be
started at the Fox West Coast Studios,
featuring George O’Brien and Lois Moran,
with J. G. Blystone directing. Lois Moran
will be remembered for her work in

“Stella Dallas” and “The Music Master.”

The cast of “Woman Wise,” which in-
cludes William Russell, June Collyer and
Walter Pidgeon, will be increased by the
addition of Theodore Kosloff. Albert Ray
will direct the production.

The company making “Lady
Cristilinda,” with Frank Borzage
directing and Charles Farrell and
Janet Gaynor in the leading dra-
matic roles, has gone to Catalina
for a week’s shooting of exteriors.

The Fox News cameramen cov-
ered ten football games of sec-
tional interest last Saturday, as is
shown by the Volume IX, No. 9,
issue of Fox News.

Maude Fulton will make her second
screen appearance in the Fox picture “Free
and Easy” in support of Madge Bellamy.
Miss Fulton also acts in stage plays of her
own composition which have included “The
Brat,” “The Humming Bird” and “Sonny.”

Fox News cameraman photographed the
actual execution of General Quijano, by a
Mexican firing squad. So far as is known
it was the first time a motion picture
camera has recorded the tragic fade-out of
a military court martial in time of war or
rebellion.

F B O’s “ The Harvester”

At Hippodrome This Week

During December F B O will issue six
features and four short subjects. The fea-
tures are : “The Slingshot Kid” with Buzz
Barton, “South Sea Love” with Patsy Ruth
Miller, “The Swift Shadow” showing the
dog, Ranger, “Aflame in the Sky” with
Sharon Lynn and Jack Luden, “The
Desert Pirate” with Tom Tyler and
“Legionnaries in Paris” with Cooke and
Guard. The short subjects are: “Mickey’s
Battle” number four of the Mickey Mc-
Guire series. “Three Missing Links” a fat
man comedy and two one-reel “Newlaffs,”
a travesty of the news events of the day.

"The Harvester” will be shown
in New York at the Hippodrome
this week.

“ Mickey’s Parade” will be an-
other of the Mickey McGuire
series.

Robert De Lacy has been se-
lected to direct Tom Tyler in his
next Western picture for F B O ,
entitled “When the Law Rides.”

The “Breed of the Sunset” cast is on
a ten-day location at Newhall, Cal., film-
ing exteriors. The director is Wallace
Fox.

“Wallflowers,” Temple Bailey’s new
novel, which leaped into a best seller class
shortly after the first edition was off press,
will be pieturized and will give two new-
comers in the screen world, Hugh Trevor
and Mabel Julienne Scott opportunities for
stardom.

Sterling Announces Date
For “Burning Up Broadway ”

“Outcast. Souls” will star Priscilla Bon-
ner, youthful lead in the third Sterling
production for the new season. Others in
the cast are Charles Delaney, Ralph
Lewis, Lucy Beaumont and Tom O’Brien.
The story is from the original John Peter
Toohey novel which ran in “Colliers”
under the title of “On the Back Seat.”
Chet Withey is handling the megaphone.
The adaptation is by Norman Houston and
the continuity by Jean Plannette.

“Burning Up Broadway” is the title of
the fourth production of Sterling’s
schedule. It is due to be released Janu-
ary 13.

“Marry the Girl” will be next on the
Sterling program. This is a comedy from
the pen of Norman Houston.

Capital Financing for Chain Theatre Expansion

tJhieatre 'financing

CORPORATION of AMERICA 1/

162 North State Street CHICAGO

November 12, 1927

EXHIBITORS HERALD

41

[THE THEATRE1

)e/>artmew£ of Practical Showmanship ^

THEATRES FORM MATINEE CLUBS
AND BUSINESS BEGINS TO SOAR

THE patronage of the Julian and Buckingham, neighborhood theatres of Chicago, managed by Charles Ryan,
on Sunday afternoons has grown with leaps and bounds during the last few months. Now the theatres are doing
practically a sell out business for these performances.

This popularity has been won by the formation of a Sunday matinee club for children at which in addition to
the regular program an “Our Gang” comedy is run. The club is also tied in with the showing of serials. Briefly
the plan is this:

At the beginning of each serial, every
child is given a colored card, printed upon
which are 10 small squares. Each succeed-
ing Sunday, one square on the card is
punched when the child buys his ticket.
When a child has every square punched at
the end of the 10 weeks, he is given three
admission tickets to following Sunday
matinees. To further stimulate attendance
a colored card is posted in the theatre box
office each Sunday. Every child possessing
a card of the same color is admitted free.

Thus if a child comes every Sunday dur-
ing the 10 weeks, he is sure of being ad-
mitted free one time during the period, be-
sides the three admissions that he receives
at the end of the period. For the first
several weeks, the number of cards en-
titling the holder to admission is small,
thus regulating the number of free admis-
sions. Toward the end of the period, the
number of cards corresponding to the color
that calls for admissions is larger, but
since by that time many of the cards have
been lost, the number of free admissions
is automatically cut down to the desired
number.

The following letter to The Theatre
from Ryan further explains the Sunday
Matinee club :

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.,

Dear Sir:

Knowing that it would be of interest
to you, I want to relate to you an idea
and stunt I achieved in exploiting the
“ Our Gang” re-issues.

My slogan and aim in conducting Chi-
cago residential theatres in the past 17
years has been:

“ Make the kiddies happy and
comfortable and at the same time
keep them quiet. The child of to-
day is the man of tomorrow. Make
your theatre a gathering place for
the little folks at the matinee per-
formances, and you will create
for your theatre priceless good-
will from them and your commun-
ity.”

I decided to fulfill and carry out my
ideas, and I saw that to eliminate com-
petition, I must add something to my
program that the surrounding theatres
could not duplicate. I announced
through the medium of programs and
film trailer that starting on a certain
Sunday we would organize an “Our
Gang” club. I explained to the juvenile
patrons that the 50 following weeks at

The membership card used by the
Buckingham theatre in Chicago in
connection with its “Our Gang”
Sunday Matinee club.

the Sunday matinee we would show in
addition to our serial, feature, comedy
and news an “Our Gang” comedy.

“Gang” comedies as you well know
were first released seven years ago. To
the children ranging from seven to 10
years of age these re-issues of “Gang”
comedies were something they had
never viewed before.

At the present date after showing 28
of the “Our Gang” re-issues, the Mati-
nee club has been figuratively and liter-
ally a huge success. The “Gang”
comedy at times steals the show from
the feature picture. Children now pre-
fer the Julian theatre on Sunday after-
noons in prefernce to four other thea-
tres within a radius of two city blocks,
simply because the “Gang” comedy is
the magnet that attracts and holds their
patronage.

Very truly yours,

CHARLES RYAN,
Managing Director of the
Buckingham and Julian theatres.

This letter is proof of the contention put
forth in these columns many times that one
of the first duties of an exhibitor is to

Exhibitor Puts Over

“Movie Week' in Town;

Is Genuine Success

L. Charles Straw, manager of the Col-
onial and Lyceum theatres at Port Arthur,
Ontario, staged a “Movie Week” that
proved to be a genuine success. He made
the suggestion, with the cooperation of the
local newspaper, that every resident of
Port Arthur attend a film performance at
least once during the special week. He
added a community service twist by sug-
gesting that public-spirited residents make
it possible for every poor person to see a
show as a means of happiness and inspira-
tion. The result was spontaneous, many
deserving families being brought to the
theatres.

Theatre Gives Free

Show for Mothers

While it has long been the practice of
exhibitors to give free performances to
children, the idea of entertaining mothers
in the same fashion is not so widespread.
Charles York, of the Dome theatre, Ocean-
park, Cal., recently did a good turn for his
theatre by entertaining mothers. Guests at
the affair were all mothers, and all more
than 35 years of age. The program was
followed by a reception at which the guests
met a star and a director in an informal
manner. Several hundred bay district
mothers took advantage of the invitation.

cater to children. “I have been an exhibi-
tor long enough,” says Ryan, “to see chil-
dren who patronized my theatre grow up
and bring their own children to my thea-
tre. If a theatre succeeds in getting the
children of the neighborhood, the children
will bring their parents to the theatre.”

Although Ryan’s Matinee club has been
used with “Gang” comedies, the same idea
can be used in connection with serials
alone, or even without any special kind of
attraction. It is an exceptionally good
means of boosting matinee attendance.

Ryan says that having the children carry-
ing the cards for 10 weeks at a time is
extremely good advertising. The children
take the cards to school with them, and
take a great deal of pride in them. The
more squares they have punched in the
cards, the prouder they are of them.

42

EXHIBITORS HERALD

November 12, 1927

Theatres Cooperate
to Make Ha llowe ’en
Sane in Charlotte

This department carried a story before
Hallowe’en showing how theatres could
win goodwill and prestige by cooperat-
ing with city officials and organizations
in making Hallowe’en safe and sane. The
following story shows how the same
idea was used by the theatres of Char-
lotte, N. C., in making the last Hal-
lowe’en safe and sane for the city. It is
a tribute to motion picture theatres and
an excellent example of the asset and
value of theatres in a community.

The motion picture theatres of Char-
lotte are credited with having played an
important part in bringing about what
Commissioner Robertson, head of the
department of public safety, declared
was the most orderly celebration of Hal-
lowe’en in this city in years.

More than a week prior to Hallowe’en
practically all the motion picture thea-
tres, in fact all the regular exclusive mo-
tion picture houses, readily consented
to a request that they give free matinees
Saturday morning for the boys and girls
of Charlotte. The request was made by
Mrs. J. A. Parham, Charlotte, mem-
ber of the Better Film? National Coun-
cil and acting matinee chairman of
the local Better Films committee, who
initiated the “Sane Hallowe’en” move-
ment. The movement was endorsed by
city officials, school authorities, the
officers of the Parent-Teacher associa-
tion, the Woman’s clubs, the Better
Films committee and other organiza-
tions.

Five thousand tickets were printed and
distributed in the schools and it is esti-
mated that most of them went into the
homes and attracted attention of the
adults. The tickets read as follows:

Sane Hallowe’en Pledge Ticket.

Good for one admission to any
motion picture theatre in Char-
lotte cooperating in the Sane Hal-
lowe’en Matinee, if signed by and
presented by any school boy or
girl at 10 A. M., Saturday, Octo-
ber 29.

I hereby pledge that, in cele-
brating Hallowe’en this year, I will
not take part in any disorder that
will injure any person or damage
any property and that I will dis-
courage such disorder on the part
of others.

About 3,500 boys and girls from the
high schools and grammar schools,
where the tickets were distributed,
signed them and used them as tickets at
the box offices of the five cooperating
theatres. Half an hour before the open-
ing hour for the shows, lines of children,
two and three abreast, formed in cues in
some instances a block and more in
length, attracting the attention of thou-
sands of people in the business district,
many of whom asked what it meant. A
troop of Boy Scouts had been assigned
by their executive by request to aid in
handling the children at each theatre
and a group of women representing the
various women’s organizations was at
each theatre to serve as chaperons.

The theatres cooperating were the
Imperial and the Alhambra, Publix
houses; the Broadway, a Warner Broth-
ers house; and two independent thea-
tres, the Ottoway and the Charlotte.

It was the first time the motion pic-
ture theatres in Charlotte have been
used as an agency for a “Sane Hal-
lowe’en,” and those conversant with the
facts declare their service was very val-
uable and effective.

$flU are hereby ($r&?rp& to appear before the

(Commanding ©ffirrr

AT THE

EMBASSY THEATRE

SWEDESBORO. N J

IN THE MILITARY ZONE OF GLOUCESTER COUNTY. N J

^Format? $oo5 and $uffirtrnt Kraeon why you shouldn't come
to the above theatre and bring your entire family to see the world's greatest
motion picture

Mjal $rirr dtonj

TIME TO REPORT — Wednesday and Thursday. November 2nd and 3rd
Between the hours of 7 P M and I I P M
PENALTY • — For failure to see What Price Clory' on the above date* you
will forego your opportunity to see the greatest motion picture

CHARMAINE

(DOLORES DEL RIO)

Military Order Brings
Crowds to Theatre to
See “ What Price Glory ”

When the Embassy theatre, Swedes-
boro, N. J., ran “What Price Glory,” the
Fox war film, a novel and effective an-
nouncement was mailed to patrons. It
was in the form of a military order and
written in military style. Below is the
letter from John T. O’Rourke who put
it over:

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

Publix Theatres in
San Antonio Begin
28 -Page Magazine

“Publix Review,” a weekly magazine de-
voted to Publix theatres programs in San
Antonio, plus the latest news and features
from the two film coasts, made its debut
in the Texas theatre recently. It is com-
posed of 28 pages, 12 pages of which are
devoted to features, special stories, fashion
hints, and other interesting matter, with
cuts and mats illustrating all stories.

It is printed on eggshell paper, with a
heavy, sepia cover, in several colors. The
form of the book is different from any-
thing ever seen in the line of theatre pro-
grams in the South, being modeled some-
what on the order of. several exclusive
New York publications.

Ads were selected with an eye for the
unusual in makeup. Creditable national
advertising has been solicited. Twenty
thousand copies were issued at the start.

we used on “What Price Glory’’
that I find was very effective. It
can, of course, be used on any war
picture, such as “Lost at the
Front," “Rookies,” “The Gay Re-
treat” and others, just by chang-
ing the wording on the inside.

In closing, I want to assure you
that I have been devouring the
contents of THE THEATRE in
every issue of EXHIBITORS
HERALD , and I am certain it is
the best department in the best
trade magazine.

Very Truly Yours,

JOHN T. O’ROURKE,

Dir. Pub. & Adv.,

East Coast Theatres Co.

As O’Rourke points out, this can be
used with any war film, and the idea can
be varied to suit almost any kind of pic-
ture.

I am enclosing herewith a stunt

CLARINDA(/ '(ow a I

ARMORY -PALACE PROGRAM, NOV., 1927

I

Palace Features and Comedies

"Boys Will be Girls”

Kit Guard, A1 Cooke

"Now You Tell One'

Chat. Bov

Sat.- Sun. 5, 6 —“Tom’s Gang.”

(Dog BeanaJ Frankie, Darro, Toni Tylei

Sat.-Sun. 12, 13— “The Bandit’s Son”

Bob Steele

Sat.-Sun. 19, 20— “Hook and Ladder No. 9" “Helen of Troy, N.Y.”

Epic of Flatnet and Firement Kit Guard, Al Cooki

Sat.-Sun. 26, 27 — “The Cherokee Kid”

Tom Tyler

Adolphe Menjou, in

'‘Service for Ladies’

Mcnjoa appears at a

Winter Sportt in the
Switt AlpV
Toboggan Slide and
Ice Carnival.
Comedy "Roped In"

3 “Not for Publication” 5

Politics and the Press at Death-grips. A great dam-
building project in process of construction. The west
nature’s wonderland. Modem history; manly conflict.

Big Dick Wellman Robert lnce Rex Lea^e

“Small Town Princess” Jola Mendez

Fable. "Ant Lile at it ItnT Patbe Newt, Friday, Saturday, Snndty

Gene

Stratton

Id Famous Novel

Ritters

HARVESTER

Star— Jay Hunt and “Belshazzar”
Educ. Felix — "Dnckt Hit Doty"

Bobqy Vernon ip "Wedding Vowa'

Ten Modern
Commandments”

Comedy "Brain Storn

I fl Pola Negri in Powerful I I From Hall Caine’s

1 u Film of War 1 1 ’Tu~ m

BARBED
WIRE*

CLIVE WIOOK EIUAAHAMSON Ncw e
ERICH POMM«"tt(rwUMP w US p

13 CLARA BOwf 4

tlirSL

16

“The Wise Wife’

1VM. C. DeMJLLE, Dirccto
Caat- -Phyllis Haver

Jacquilint Logan
Tom Moore
Joseph Striker
Comedy "The Draw tack"

olores Costello

JA* College
Widow

18

19

William Collier A

Anders Rai.dolf

Brilliant Screen Revival
of George Ade’s Stage
Sensanon — Best of all
Football Comedies!

“Smith’s New Home" Smith family Pathe News No. 93

WALLACE 201-2

BEERY-®:

RAYMOND

HATTON

T nf |hJ

r-L vio^ w'

Dorothy Gish
Antonio Moreno. In

“Madatn

Pompadour”

''o^Louii XV °Un
Madame La Marquise
Juvenile comedy Kids, u
"Open Spaces"

24 Cecil B. D^SlIe Presents 26

William Boyd, In

"DRESS PARADE"

With Bessie Love

Screen Play by Douglas Z. Doty, from the story by Major Robert
Glasbum. Major Alexander Chilton and Herbert D. Walter.

Our Gang Com. "Baby Brother" Pathe Ncui 3 days Fable "Hook. Line 'n Sinker'

^The Wreck of the Hespems”

One of the really great pictures inspired by Longfellow’s
Famous Ballad.

The Marine Photography is of Unusual Beauty.

CAST — Virginia Bradford. Frank Marion. A tan Hale, Sam DcGraUc, Ethel Wales
Ednc Felix — "Locomotive" Bobby Vernon in "Short Socka"

British Delight’

lnm S. Cobb. Author
Start— Rud. Schildkrant
Julia Faye, Ken Thornton.
Toby Claude. May Robson.

Mrs. Anna Maxwell
at the

Master Organ
Special Song Slides.

This Program
Subject to
Changes

Here’s another monthly calendar. This one comes from Exhibitor J. F.
Van Tasell of the Armory and Palace theatres, Clarinda, la., who says that
“the calendar is original with us and has been in use for three years with very
satisfactory results.” A hole in the top of the calendar permits it to be
hung in the home.

CAPTAIN FLACC,

(VICTOR McLAGLEN)
Commanding Officer
SERGEANT QUIRT.

(EDMUND LOWE)

Adjutant

November 12, 1927

EXHIBITORS HERALD

43

NEW PICTURES

In “New Pictures” the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions” and “Press Sheets” will be published each
week as an exhibitor service.

BACK TO GOD’S COUNTRY : Universal-Curwood drama, with Renee
Adoree, Robert Frazer, Walter Long, Mitchell Lewis, James Mason and
Walter Ackerman. Directed by Irvin Willat. Released September 4.
Length 5,751 feet. Re-issue.

TYPE AND THEME: A romance of the Northwest snow_ wastes in
which an American wins the heart of a French-Canadian girl through
his gallantry. Among the highlights are the fight between Jean and
Jacques, the performance of Renee Adoree, the gripping climax, the dog
sled cha6e and the comedy relief.

BEN HUR: Metro-Goldwyn-Mayer’s colorful production of the Lew Wallace
opus, with Ramon Novarro, Francis X. Bushman, May McAvoy, Betty Bron-
son, Claire McDowell, Kathleen Key, Carmel Myers, Nigel de Brulier.
Mitchel Lewis, Leo White, Frank Currier, Charles Belcher, Dale Fuller and
Winter Hall. Directed by Fred Niblo. Released October 8. Length

TYPE AND THEME : A romantic novel of the Christ, among the high-
lights of which are the sea fight, the galleys burning, the chariot race, the
gathering of the legions, and the crucification of Our Lord.

BLOOD WILL TELL: Fox Western drama, with Buck Jones, Kathryn
Perry, Lawford Davidson, Bob Kortman, Harry Gripp and Austin Jewel.
Directed by Ray Flynn. Released November 13. Length 4,566 feet.

TYPE AND THEME: Buck, charmed by an Eastern girl who thinks
she has purchased his ranch, takes a job on his own establishment in
order not to disclose his identity. He is accused of having stolen the pay-
roll, but he turns the tables on the ranch foreman and proves the latter
a leader of an outlaw gang.

BREAKFAST AT SUNRISE: First National comedy-drama, with Constance
Talmadge, Alice White, Bryant Washburn, Paulette Duval, Marie Dressier,
Don Alvarado, Burr McIntosh. Albert Gran and David Mir. Produced by
Joseph M. Schenck and directed by Malcolm St. Clair. Released October
9. Length 6,042 feet.

TYPE AND THEME : A Parisian comedy which gives Constance Tal-
madge a sparkling role. The story of a couple who agree to marry tem-
porarily in order to arouse their sweethearts, and the deep love which
grows up between them, resulting in the dismissal of old sweethearts.

CRYSTAL CUP, THE: First National drama, with Dorothy Maekaill, Rock-
liffe Fellowes, Jack Mulhall, Clarissa Selwynne, Jane Winton and Edythe
Chapman. Directed by John Francis “Dillon and produced by Henry
Hobart. Released November 6. Length 6,386 feet.

TYPE AND THEME: Gertrude Atherton’s love story of a girl who was
afraid of men and thought she hated them, but at last finds the man who
can arouse the woman in her. Among the highlights are the coming of
real love and the shooting of her husband when he invades her bedroom.

FORBIDDEN WOMAN, THE: Pathe drama, with Jetta Goudal, Ivan
Lebedeff, L. Snegoff, Josephine Norman. Victor Varconi and Joseph Schild-
kraut. Produced by William C. DeMille and directed by Paul L. Stein.
Released November 7. Length 6,568 feet.

TYPE AND THEME : This Elmer Harris story is a drama of the war
between the French and the Riffs, with the poignant thematic vein of two
brothers’ love for one woman. The highlights are the acting of Jetta
Goudal and the portrayal of Varconi as one of the brothers.

GAY DEFENDER, THE: Paramount comedy-drama, with Richard Dix, Jerry
Mandy, Robert Brower, Harry Holden, Thelma Todd, Fred Bimelton,
Frances Raymond, Fred Kohler and Ernie S. Adams. Directed by Gregory
La Cava. Released December 10. Length

TYPE AND THEME : The heroic and romantic exploits of Bandit
Murietta, early California’s most dominant figure, supply the basis for
this romance of the rancho. The time is 1850, when native Californians
were fighting the rush of unscrupulous gold seekers.

HARP IN HOCK, A: Pathe drama, with Rudolph Schildkraut, Junior
Coghlan, Bessie Love, May Robson, Joseph Striker, Louis Natheaux, Clar-
ence Burton, Lillian Harmer and Mrs. Charles Mack. Directed by Renaud
Hoffman. Released ..._ Length 5,990 feet.

TYPE AND THEME: A story of New York’s ghetto, and the trials and
tribulations of Abrams, the pawnbroker, who adopts an Irish lad, whose
mother dies just following the arrival of the youngster from Ireland.
This is a DeMille production.

JUDGMENT OF THE HILLS: FBO drama, with Virginia Valli, Frankie
Darro, Orville Caldwell, Frank McGlynn, Jr., and Johnny Gough. Directed
by J. Leo Meehan. Released November 6. Length 6,481 feet.

TYPE AND THEME: A sentimental drama by Larry Evans, depicting
the reformation of an uncouth mountaineer who has returned from France
a hero. Among the highlights are the deep patriotic tone and the por-
trayal of mountaineer life.

LONE EAGLE, THE: Universal-Emory Johnson drama of the air, with
Raymond Keane, Barbara Kent, Nigel Barrie, Jack Pennick, Donald Stuart,
Cuyler Supplee, Trixie, Frank Gamphill, Marcella Daly, Brent Overstreet
and Egbert Cook. Directed by Emory Johnson. Released September 18.
Length 5,862.

TYPE AND THEME : A story of the war depicting the thrills of the
great battles in the air. It is the story of a pilot who, having a deadly
fear of the horrors of war, vindicates himself in the eyes of his comrades
and a girl when he meets the enemy ace in combat and brings him to earth.

NO PLACE TO GO: First National comedy-drama, with Lloyd Hughes, Mary
Astor, Hallam Cooley, Myrtle Stedman, Virginia Lee Corbin, Jed Prouty
and Russ Powell. Produced by Henry Hobart and directed by Mervyn
Leroy. Released November 13. Length 6,431 feet.

TYPE AND THEME: This is a light society and desert island comedy.
Among the highlights are Sally and Hayden’s escape from the savages, their
marital quarrels, their reconciliation and the South Sea atmosphere.

ONCE AND FOREVER: Tiffany drama, with Patsy Ruth Miller, John
Harron, Burr McIntosh, Emily Fitzroy, Adele Watson and Vadim Uraneff.
Directed by Phil Stone. Released November 1. Length 5,639 feet.

TYPE AND THEME: A human love story of a boy and girl. Among
the highlights are Georges’ return from school to find that Antoinette has
grown up, the shooting scene with Antoinette, Georges’ leaving for the
war, the battle scenes, and his return.

OUTCAST SOULS: Sterling Pictures Distributing Corporation drama, with
Ralph Lewis, Priscilla Bonner, Charles Delaney, Lucy Beaumont and Tom
O’Brien. Directed by Chet Withey. Released December 15. Length
5,400 feet.

TYPE AND THEME: A drama of youthful indifference to parents, and
the latter’s sacrifices for their children. Among the highlights are the
Coney Island bus sequences, the mother’s departure from her daughter’s
home, and the father’s sacrifice to keep his son from prison.

SHE’S A SHEIK: Paramount comedy, with Bebe Daniels, Richard Arlen,
William Powell, Josephine Dunn, James Bnadbury, Jr., Billy Franey, Paul
McAllister and A1 Fremont. Directed by Clarence Badger. Released
November 12. Length 5,931 feet.

TYPE AND THEME: Tables reversed on desert villains, with most of
the reversing done by Bebe and a pair of Yankee comics. The locale is
the Sahara, stamping ground of the Foreign Legion.

SOUTH SEA LOVE : FBO drama, with Patsy Ruth Miller, Lee Shumway,
Allan Brooks, Harry Crocker and Barney Gilmore. Directed by Ralph
Ince. Released December 10. Length 6,388 feet.

TYPE AND THEME : A love drama with dramatic situations on a trop-
ical island where two men battle for the love of a woman whom both
believed they hated. The locale of the story extends from Broadway to the
South Seas.

SPRING FEVER: Metro-Goldwyn-Mayer comedy drama, with William
Haines, Joan Crawford, George K. Arthur, George Fawcett, Eileen Percy,
Edward Earle, Bert Woodruff and Lee Moran. Directed by Edward Sedg-
wick. Released October 22. Length 6,705 feet.

TYPE AND THEME: Vincent Lawrence’s comedy-drama of golf life
with Haines in his first starring role. It is the story of a young man who
teaches his employer to play golf, and in the latter’s introduction as his
nephew of his young mentor there develops a chain of comedy situations.

VERY CONFIDENTIAL: Fox comedy-drama, with Madge Bellamy, Patrick
Michael Cunning, Mary Duncan, Joseph Cawthorn, Marjorie Beebe, Isa-
belle Keith and Carl Von Hartman. Directed by James Tinling. Released
November 6. Length 5,620 feet.

TYPE AND THEME: A sports comedy-drama, among the highlights of
which _ are a thrilling woman’s automobile race up the Rim-of-the-World
drive in Southern California, and a hair-raising motorboat dash.

WOMEN’S WARES: Tiffany society drama, with Evelyn Brent, Bert Lytell,
Larry Kent, Gertrude Short, Richard Tucker, Myrtle Stedman, Cissy Fitz-
gerald, Sylvia Ashton and Gino Corrado. A Tiffany-Stahl picture directed
by Arthur Gregor. Released October 15. Length 5,614 feet.

TYPE AND THEME: Dolly, a salesgirl, beautiful and young, has indif-
ferent ideas about men. She has faith in Jimmy until, in a new job, she
meets bigger men and she 6tarts to play them at their own game. Later
she finds her first love, Jimmy, nurses him back to health and marries him.

44

EXHIBITORS HERALD

November 12, 1927

AVAILABLE fflMJIONS

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

Where the picture is a comedy-drama, comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

Title

Players

Length

New

Released Pictures

Columbia

Alias the Lone

Wolf (D)

Lytell-Wilson

6843

Blood Ship, The (M)

Bosworth-Logan

6843

Aug.

Sally in Our Alley (M)
Warning, The

Mason-Alien

5892

Aflame in the Sky (M)
Bandit’s Son, The (W)

FB 0

Luden-Lynn

Bob Steele

4789

Dec. 18
Nov. 20

Breed of Courage (D)

Ranger

4970

Aug. 7

Boy Rider, The (W)

Buzz Barton

4815

Oct. 23

Clancy’s Kosher

George Sidney

5701

Sept. 17

Wedding (CD)

Coney Island (D)
Coward, The (D)

Lois Wilson

Warner Baxter

5093

Jan. 3
Aug. 21

Dead Man’s Curve (D)

Fairbanks, Jr.

5511

Jan. 15

Desert Pirate (W)
Driftin’ Sands (W)
Flying U Ranch,

Tom Tyler

Bob Steele

Tom Tyler

Dec. 25
Jan. 1
Sept. 4

The (W)

Gambler’s Game,

Tom Tyler

Oct. 30

The (W)

Gingham Girl, The (C)

Lois Wilson

6257

Oct. 2

Great Mail Robbery,

Von Eltz-Nelson

6507

Aug. 15

The (M)

Harvester, The (D)

Orville Caldwell

7045

Nov. 23

Hook and Ladder

Ed Hearne

5240

Nov. 13

No. 9 (D)

In a Moment of

Kit Guard

Sept. 18

Temptation (M)

Jake the Plumber (C)

Jesse De Vorska

5186

Oct. 16

Judgment of the

Darro-Valli

6481

Nov. 6

Nov. 12

Hills (D)

Legionnaires in

Cooke-Guard

Dec. 27

Paris (C)

Mojave Kid, The (W)

Bob Steele

4924

Sept. 25

Not for Publication (M)

Ralph Ince

6140

Aug. 31

Ranger of the North (D)

Ranger

4977

Oct. 9

Shanghaied <M)

R’alph Ince

6004

Oct. 19

Slingshot Kid, The (M)

Buzz Barton

4886

Dec. 4

South Sea Love (D)

Patsy Ruth Miller

6388

Dec. 10

Nov. 12

Swift Shadow, The (D)
Wizard of the

Ranger

Buzz Barton

Dec. 11
Jan. 22

Saddle (W)

First Division

Death Valley (W)

Carroll Nye

5900

Oct. 1

Finnegan’s Ball (C)

Mack Swain

6750

Sept. 15

Ragtime (D)

De LaMotte

6700

Sept. 1

Return of Boston
Blackie (D)

Glenn-Palmer

5700

Aug. 1

Say It With

Diamonds (D)

Betty Compson

5900

Aug. 15

First National

American Beauty (D)

Billie Dove

6333

Oct. 23

Breakfast at

Constance Talmadge

6042

Oct. 9

Nov. 12

Sunrise (CD)

Camille (D)

Norma Talmadge

9692

Sept. 4

Chaser, The (C)

Harry Langdon

Crystal Cup, The (D)

Mackaill-Mulhall

6388

Nov. 6

Nov.12

Drop Kick, The (D)

Barthelmess

6802

Sept. 11

French Dressing (D)

Lois Wilson

Jan. 15

Gorilla, The (My)

Murray-Kelsey

7133

Nov. 20

Gun Gospel (W)

Ken Maynard

6288

Nov. 6

Helen of Troy (CD)

Corda-Stone

Nov. 20

Home Made (C)

Johnny Hines

Dec. 18

Life of Riley (C)

Murray-Sidney

6720

Oct. 2

Title

Players

Length

Released

New

Pictures

Louisiana (D)

Billie Dove

Jan. 8

Man Crazy (CD)

Mackaill-Mulhall

Nov. 27

Noose, The (D)

Barthelmess

Jan. 29

No Place to Go (CD)

Hughes-Astor

6431

Nov. 13

Nov. 12

Red Raiders, The (W)

Ken Maynard

6280

Sept. 4

Rose of the Golden

Mary Astor

6477

Sept. 25

West (D)

Sailors’ Wives (CD)

Hughes-Astor

Jan. 22

Shepherd of the

Franeis-O'Day

Dee. 25

Hills (D)

Smile, Brother,

Mulhall-Maekaill

6669

Sept. 18

Smile (CD)

Texas Steel, A (CD)

Will Rogers

Jan. 1

Valley of the Giants (D)

Milton Sills

Dec. 11

Fox

Arizona Wildcat,

Tom Mix

4665

Nov. 20

The (W)

Blackjack (W)

Buck Jones

Sept. 25

Blood Will Tell (W)

Buck .Tones

4556

Nov. 13

Nov. 12

•Cameo Kirby (D)

John Gilbert

Aug. 28

Chain Lightning (W)

Buck Jones

5333

Aug. 14

East Side. West Side (D)

O’Brien-Valli

8154

Sept. 18

*Honor First (D)

John Gilbert

Sept. 18

Joy Girl, The (CD)

Olive Borden

6162

Sept. 25

Ladies Must Dress (CD)

Virginia Valli

Nov. 20

Loves of Carmen (D)

McLaglen-Del Rio

8538

Sept. 4

Paid to Love (D)

O’Brien-Valli

6898

Aug. 4

Pajamas

Borden-Gray

5876

Oct. 23

Pig Skin

Sue Carroll

Seventh Heaven (M)

Farrell-Gay nor

10726

Oct. 30

•Shame (M)

John Gilbert

Nov. 27

Singed (D)

Baxter-Sweet

5892

Aug. 21

*St. Elmo (M)

John Gilbert

Oct. 9

Tumbling River (W)

Tom Mix-Dwan

4675

Aug. 21

Truxton King

4299

Oct. 30

Two Girls Wanted (CD)

Janet Gaynor

6293

Sept. 11

Very Confidential (CD)

Madge Bellamy

5620

Nov. 6

Nov. 12

What Price Glory (CD)

McLaglen-Lowe

11109

Aug. 28

Woman Wise

Collyer-Pidgeon

Lumas

Bare Knees (D)

Mae Busch

6000

Feb. 1

Blondes by Choice (C)

Claire Windsor

6987

Oct. 1

Cheer Leader, The (CD)

Graves-Olmsted

5800

Nov. 15

Fruit of Divorce,

Percy Marmont

6200

Dec. 1

The (D)

Girl From Rio, The (D)

Carmel Myers

5950

Sept. 1

Rose of Kildare,

Helene Chadwick

6700

Aug. 15

The (D)

Satin Woman, The (D)

Mrs. Wallace Reid

6750

Aug. 1

United States Smith (D)

All Star Cast

7000

Jan. 1

Metro-Goldwyn-Mayer

Adam and Evil (CD)

Cody-Pringle

6667

Aug. 27

Adventurer, The (W)

Tim McCoy

4709

Dec. 10

After Midnight (D)

Shearer-Gray

6312

Aug. 20

Annie Laurie (D)

Lillian Gish

8730

Sept. 17

, Becky (CD)

Sally O’Neil

6439

Nov. 12

Ben Hur (M)

Ramon Novarro

12000

Oct. 8

Nov. 12

Big City (D)

Lon Chaney

Big Parade, The (M)

Gilbert-Adoree

12550

Sept. 10

Body and Soul (D)

Kerry-L. Barrymore

5902

Oct. 15

Bridal Night, The (D)

Norma Shearer

Dec. 31

Bugle Call. The (D)

Jackie Coogan

5821

Aug. 6

Buttons (CD)

Jackie Coogan

Dec. 24

Certain Young Man,

N ovar r o- Adoree

Sept. 24

A (D)

Cossack, The (D)

John Gilbert

Divine Woman, The (D)

Garbo-Hanson

Jan. 14

Fair Co-ed, The (CD)

Marion Davies

6408

Foreign Devils (W)

Tim McCoy

Sept. 3

Garden of Allah,

Terry-Petrovitch

8156

Nov. 5

The (D)

In Old Kentucky (D)

J. Murray-H. Costello

6646

Oct. 23

London After Dark (D)

Lon Chaney

Dec. 3

Lovelorn, The

Sally O’Neil

Dec. 17

Man, Woman and

John Gilbert

Nov. 19

Sin (D)

Patsy, The (CD)

Marion Davies

Quality Street (D)

Marion Davies

Jan. 28

Rose Marie

J. Murray-Crawford

Spring Fever (C)

William Haines

6705

Oct. 22

Nov. 12

Tea for Three (C)

Cody-Pringle

Dec. 10

Terror (M)

Lon Chaney

Aug. 13

Texas Ranger, The (W)

McCoy-Crawford

Thirteenth Hour,

Lionel Barrymore

5252

Nov. 26

West Point (CD)

Haines-Crawford

Jan. 21

November 12, 1927

EXHIBITORS HERALD

45

Title

Players

New

Length Released Pictures Title

Players

New

Length Released Pictures

Paramount

Sterling

Barbed Wire (D)

Beau Geste (M)

Beau Sabreur (M)

Big Sneeze, The (C)
Chang (D)

City Gone Wild,

The <M)

*Govered Wagon,

The (M)

Fireman, Save My
Child (C)

Gay Defender, The (CD)
Gentleman of Paris,

A (CD)

Glory Girl, The £CD)
Honeymoon Hate (CD)
Honky Tonk (M)

Hula (CD)

Jesse James (D)

Last Waltz, The (D)
Legion of

Condemned, The
Mme. Pompadour (D)
Metropolis (D)

Nevada (W)

Now We’re in
Dutch (C)

Negri-Brook
Colman-N. Beery
Cooper-Brent
Beery-Sterling
(Jungle Life)
Meighan-Millner

Kerrigan-Wilson

Beery-Hatton

Richard Dix
Menjou-O’Hara

Esther Ralston
Florence Vidor
George Bancroft
Bow-Brook
Fred Thomson
Special Cast
Wray-Cooper

Moreno-D. Gish
Special Cast
Cooper-Todd
Beery-Hatton

One Woman to
Another (D)

Open Range (W)

Red Hair (CD)

Road to Glory, The (D)
Rough Riders, The (D)
Running Wild (C)
Santa Fe Scout,

V idor-Shotwell

Lane Chandler

Bow-Rbgers

Jannings-Brent

Aetor-Farrell

Fields-Brian

Fred Thomson

The (W)

Secret Hour, The (D)
Serenade (D)

Service for Ladies (C)
Shanghai Bound (D)
She’s a Sheik (C)
Shootin’ Irons (W)

Soft Cushions (C)
Spotlight, The (CD)
Street of Sin (D)

Stark Love (D)

Swim, Girl, Swim (CM)
Tell It to Sweeney (C)
Two Flaming
Youths (C)
Underworld (M)

Way of All Flesh,
The (D)

We’re All
Gamblers (D)

Woman on Trial (D)

Negri-Hersholt

Menjou-Wray

Menjou-Carver

Dix-Brian

Bebe Daniels

Luden-Bronson

MacLean-Carol

Ralston-Hamilton

Jannings-Wray

Special Cast

Daniels-Hall

Conklin-Baneroft

Fields-Conklin

Baneroft-Brent

Jannings-Bennett

Meighan-Millner

Pola Negri

6951

Sept. 10

9879

Aug. 1
Jan. 7
Oct. 8

6536

Sept. 3

5408

Jfov. 12

7447

Aug. 6

5399

Aug. 1

Dec. 10

5927

Oct. 15

Jan. 21
Dec. 3
Dec. 24

5862

Aug. 27

8656

Oct. 22

6940

Nov. 26

7180

Aug. 13

8039

Aug. 13

6258

Sept. 10
Jan. 14

4022

Sept. 24

Nov. 5
Jan. 14

8443

Oct. 1

8368

Aug. 20
Jan. 21

Dec. 17
Dec. 31

6170

Aug. 6

5515

Oct. 15
Nov. 12

5179

Oct. 8

6838

Aug. 27
Nov. 19

Dec. 10

6203

Sept. 17

6124

Sept. 17

6006

Sept. 24
Dec. 17

7453

Oct. 29

8486

Oct. 1

5935

Sept. 3

5960

Oct. 29

Pathe

Almost Human (CD)
Angel of Broadway,

The (D)

Blue Danube

Border Blackbirds (WD)

Chicago (M)

Country Doctor, The (D)
Dress Parade (D)
Fighting Eagle,

The (M)

Forbidden Woman,

The (M)

Free and Easy (F)

Girl From Every-
where, The (C)

Girl in the Pullman,
The (C)

Harp in Hock, A (D)
Hidden Aces (M)
Interferin’ Gent,

The (W)

Leopard Lady, The (M)
Main Event, The (D)

My Friend from
India (F)

On to Reno (D)

Phantom Buster,

The (W)

Pieces of China
Rush Hour, The (C)
Stand and Deliver
Turkish Delight (C)
Walking Back (M)
White Pebbles (WD)
Wise Wife, The (C)
Wreck of the

Hesperus, The (M)

Reynolds

Oct. 18

Leatrice Joy

6555

Sept. 26

Leatrice Joy

Maloney-E. Gilbert
Phyllis Haver

5326

Aug. 28

Schildkraut

7400

Aug. 22

Boyd-Love

6599

Nov. 11

LaRoc q ue-H aver

7972

Aug. 29

Jetta Goudal

6568

Nov. 7

Prevost

Jan. 16

Mack Swain

3303

Prevost-Ford

5867

Rudolph Schildkraut

5990

Hutchison- Calhoun

4620

Aug. 7

Buffalo Bill, Jr.

4864

Aug. 21

Logan-Hale

Jan. 2

Reynolds-Delaney

6472

Nov. 18

Pangborn-Fair

Nov. 27

Prevost-Landis

Dec. 10

Roosevelt- Rayford

5000

Aug. 14

(Travel in China)

6000

Aug. 7

Prevost-Ford

Rod La Rocque

Dec. 31

Schildkraut-Faye

Nov. 11

Reynolds

Jan. 23

Wally Wales

4485

Aug. 7

Haver-T. Moore

5610

Hale-DeGrasse

Oct. 10

Marry the Girl (CD)

Outcast Souls <D) Ralph Lewis

Pretty Clothes (D) J. Ralston-Walker

Jan. 30
5400 Dec. 15
5500 Nov. 15

Tiffany

Nov. 12

Nov. 12

Bridal of Pennacook, The (Indian picture in colors) Nov. 1

Comrades (D) Fishing Village Romance Nov. 15

Girl from Gay Paree, Lowell Sherman 5233 Oct. 1

The (F)

Haunted Ship,

Dec. 1

The (M)

King of Sports (D)

Sept. 15

Lightning (W)

J. Ralston-R. Fraser

6049

Sept. 1

Me and My Pal

Dee. 15

Memories (D)

Oct. 1

Night Life (CD)

Nov. 15

North of Suez

Jan. 1

Once and Forever (D)

Patsy Ruth Miller

5639

Nov. 1

Roamin’ ’Round the

Oct. 15

Caribbean

Romany Love (R)

Dec. 1

Scarface (D)

Jan. 15

Wild Geese (D)

Belle Bennett

Women’s Wares (D)

Brent-Lytell

Oct. 15

Alias the Deacon (CD)

Universal

Hersholt-Marlowe

6869

Jan. 22

Back to God’s

Adoree-Frazier

5751

Sept. 4

Country (D)

Border Cavalier,

Humes-Pierce

4427

Sept. 18

The (W)

Buck Privates

Lya De Putti

Nov. 6

Cat and the Canary,

La Plante

7790

Sept. 11

The (My)

Cheating Cheaters (C)

Compson-Harland

5623

Oct. 9

Cohens and Kellys

Sidney

Jan. 1

in Paris (C)

Finders Keepers (CD)

Laura La Plante

Jan. 8

Foreign Legion (D)
Galloping Fury (W)

Kerry-Stone

Hoot Gibson

5503

Nov.20

Hey, Rube

Irresistible Lover,

Hoot Gibson
Kerry-Moran

6958

Dec. 4

The (CD)

Les Miserables (M)

Gabrio-Toulont

7713

Oct. 23

Lone Eagle, The

Kent-Keane

5862

Sept. 18

Man Who Laughs, The
Man’s Past, A (D)

Veidt-Philbin

Veidt-Kent

6135

Dec. 25

Mile-a-Minute-Love (C)

Denny-Kent

Nov. 20

One Glorious Scrap

Humes-Holmes

Nov. 20

Out All Night (C)

Denny-Nixon

6170

Sept. 4

Painted Ponies (W)

Hoot Gibson

5416

Sept. 25

Paris or Bust (C)

Tryon-Miller

Dec. 18

Rawhide Kid, (W)

Hoot Gibson

Jan. 29

Silk Stockings

Laura LaPlante

6166

Oct. 2

Sky High Saunders

A1 Wilson

4393

Nov. 6

Small Bachelor, The (C)

Beranger-Kent

6218

Nov. 6

Straight Shootin’ (W)

Wells

Oct. 16

Thirteenth Juror,

Bushman-Nilsson

5598

Nov. 13

The (D)

13 Washington Square
Three Miles Up

Jean Hersholt

A1 Wilson

4041

Sept. 4

On Your Toes( C)

Denny-Worth

Nov. 27

Wild Beauty (CD)

Rex

5192

Nov. 27

Wild Blood

Wolf’s Trail

Rex

Dynamite, the dog

4167

Oct. 2

United Artists

Nov. 12 College (C)

Dove, The (M)

Drums of Love
Garden of Eden, The
Magic Flame, The (M)
My Best Girl (M)
Ramona (D)

Sadie Thompson
Sorrell and Son
Tempest (M)

Keaton-Cornwall
Norma Talmadge
Mary Philbin
C. Griffith-Ray
Colman-Banky
Mai-y Pickford
Del R'io

Gloria Swanson
Warner-Nilsson
John Barrymore

5900 Sept. 10
Jan.
Jan.
Nov.

8550 Sept. 24
Nov.
Jan.
Dee.
Nov.
Dec.

Warner Brothers

Beware of Married
Men

Brass Knuckles (D)
Broadway Kid, The
First Auto, The
Fortune Hunter,

Irene Rich

Blue-Bronson
Jessel-Ferris
Oldfield-Miller
Syd Chaplin

Dec. 3
Sept. 10
6767 Sept. 18

6639 Nov. 7

The (C)

Rayart

Girl from Chicago,

The (M)

Nagel-Loy

Nov. 19

Ginsberg the Great (C)

Jessel

Nov. 26

Glorious Betsy

Dolores Costello

Casey Jones (CD)

Price- Lewis

Dec.

Good Time Charley (D)

Oland-H. Costello

Nov. 5

Heroes in Blue (M)

Bowers-Rand

Nov.

Jaws of Steel (D)

Rin-Tin-Tin

5569

Sept. 17

Law and the Man,

Dorothy Phillips

Dec.

Little Snob, The

May McAvoy

The (D)

Old San Francisco (M)

D. Costello-Oland

7961

Sept. 4

On the Stroke of

D. Torrence

Nov.

Race for Life

Rin-Tin-Tin

Twelve (M)

Sailor’s Sweetheart,

Fazenda-C. Cook

5685

Sept. 24

Wanderer of the

Tex Maynard

Nov.

A (C)

West, A (W)

Silver Slave, The (D)

Rich-Ferris

Nov. 12

Wild Born (W)

Tex Maynard

Dec.

Slightly Used

McAvoy-Nagel

6412

Sept. 3

Nov. 12

Nov. 12

Nov. 12

Nov.12

Nov. 12

46

EXHIBITORS HERALD

November 12, 1927

PRESS SHEETS

AFLAME IN THE SKY (F. B. O):

If there are any airplanes in town get a
pilot to go up and bombard the town
with heralds, such as, “Help, see the
thrilling climax to this anguished cry in
‘Aflame in the Sky’ at “Wanted,

5,000 thrill seekers to see ‘Aflame in the
Sky’ sensational melodrama of the air at
. . . .” These ideas may also be used in
tack cards. Another good suggestion for
heralds, tack sheets, etc., is, “A trip
through the clouds for 25 cents. The
giant plane flown by aviator Jack Luden
leaves .... times daily in the F B O

epic of the air ‘Aflame in the Sky’ at
>>

CITY GONE WILD, THE (Par):
Suggestions for cutting up press sheet
ads so that numerous combinations of
newspaper ads may be obtained. Con-
tains sample of a motion picture special
tabloid newspaper, with the suggestion
that the projection machine be stopped
just after the gun battle so that news-
boys may run down the aisles doing
their stuff. Catchy news ads shown.

EAST SIDE, WEST SIDE (Fox):
Tie up with local boxing show by using
throwaways. Have youngsters sing
“East Side, West Side” in front of thea-
tre. Have book shops feature the works
of Felix Riesenberg, author of the story
from which the picture was adapted.
Give sea atmosphere to lobby. Tie up
with sporting goods stores, as the pic-
ture is the story of a pugilist.

FIGURES DON’T LIE (Paramount):
Suggestions for cutting ad mats to fit
any and all requirements. Tie up with
drug stores on reducing appliances and
with clothing and sporting goods stores
for a display of bathing suits, sporting
goods. If a local athletic team is win-
ning most of its games, obtain percentage
figures and post them in the lobby with
the sign, “Nine games out of ten for our
high school football team. Figures don’t
lie, and neither do we when we call
Esther Ralston’s picture, ‘Figures Don’t
Lie,’ her best comedy.”

JAKE THE PLUMBER (F B O): A

burlesque on plumbers. Send plumber’s
bills on such items as “50 wrenches of
the heart, 5 cents,” and have total equal
your admission price. Newspaper con-
test based on such sayings as, “Jake, the
Plumber, is so dumb he thinks that law-
yers carry tools with them when they
go to file new cases,” etc. Tie tags,
reading “Inspected by Jake, the Plumber,”
on fire hydrants, automobiles, etc.

MOJAVE KID, THE (F B O) : Peppy
Western posters. Offers tieup with the
Santa Fe railroad, having been filmed in
that part of the West reached by this
road. Suggests tieup with Hardware

PRESS SHEETS, a new and
exclusive HERALD service,
offers to exhibitors the high-
lights of advertising and ex-
ploitation as presented in the
press sheets issued by the
companies on each of their
releases.

IN THIS department also will
be offered reproductions of
the newspaper ads and other
ad sales which are created for
the purpose of aiding exhib-
itors in their daily task of
building patronage.

store, whereby water comes from a fau-
cet in the window drop by drop. A win-
dow card would read, “Bob Steele
learned the priceless value' of water
where there was none. Good plumbing,
protecting your priceless water supply,
can always be obtained here at a saving.”

NOW WE’RE IN THE AIR (Para-
mount) : Humorous photographic en-
largements. Good assortment of cards
and pictures for lobby, windows, etc.,
shown. Get window tieup with stores
handling miniature airplanes. Stage
contest among children, with awards for
those building model planes which fly
the farthest. Airplane on automobile as
street ballyhoo. Circularize your pa-
trons with a letter telling of the former
pictures in which Beery and Hatton have
appeared.

RANGER OF THE NORTH (FBO):
Clever catchlines and good snapshots
from Studio and Kennel. Police pension
fund night, having newspaper announce-
ments and tack-up cards. Contest for
school children on “Why we should be
kind to dumb animals,” with teasers and
throwaways reading, “Where can you
find a pal who will love you, be loyal to
you and worship you like your dog, and
when has the whole world been so
thrilled by a great dog picture, as,” etc.

SHANGHAIED (FBO): Story, sent
gratis to newspapers, is running in serial
form in 400 papers, giving the picture 26
consecutive days of publicity. Describes
“rigging climbing” contest, and one

Do You Need Any Help?

The classified advertising depart-
ment of the HERALD has helped
hundreds in securing quick results.
Why not give it a trial? The cost
is small. See classified page for
rates.

whereby the children are asked to draw
the likeness of Ralph Ince and Patsy
Ruth Miller, the children drawing the
best pictures to be given tickets. Good
catchlines and snappy, thrilling posters.

SILVER VALLEY (Fox): Rig up an
old automobile with an airplane body
and dress the driver in cowboy regalia.
(This is Tom Mix’s first airplane pic-
ture.) Use this as a street ballyhoo.
Banner on ballyhoo could read, “Tom
Mix flies to new heights in ‘Silver
Valley,’ the aviation romance of a dare-
devil cowpuncher .to be shown at . . . .”
Dress front of theatre with plane, pro-
peller to be run by electricity. Have as
guests some of the home town fliers.
Offer awards for the best models of air-
planes.

SOUTH SEA LOVE (FBO): Get
two colored men to dress like South Sea
islanders, and have them in a canoe
mounted on a truck. Have a florist sur-
round the canoe with palms and vegeta-
tion to present a tropical effect. Have
one of the men with a paddle, go through
the motions of paddling, and the other
beating a tom tom. Have a ukulele
playing contest. Hawaiian pineapple tie-
up with grocery stores. Department
stores can attract attention by having
a wax model dressed Hula girl fashion,
with the window trimmed to give a
tropical atmosphere.

TELL IT TO SWEENEY (Para-
mount): Mount a dummy railroad

engine on a truck and parade it around
town and have the driver distribute
heralds. Park it in front of the theatre
while the performance is going on. Win-
dow displays reading, “Tell it to
Sweeney and everybody else that you
can’t beat Smith’s department store”;
“If you ‘Tell it to Sweeney,’ he’ll tell us
because he knows that we know how to
clean clothes,” etc. It’s a railroad story
and exhibitors living in railroad towns
should be able to make some effective
tieups.

WOMAN ON TRIAL, THE (Para-
mount): Tie up' with book stores for
window displays on stories of mothers
and mother love. Tie up with women’s
shops for displays of goods and gowns
of sunlight yellow, desert brown, rain
grey and aurora blue, the colors which
supply the motif for the gowns worn by
Miss Negri in the picture. Tie up with
automobile sales agencies with the
slogan, “The (name of car) has been
placed on trial by women and proved a
winner.” Tie up with women’s shops
with the slogan, “We are introducing
our new style of shoes in this city. A
pair will be sent to any WOMAN ON
TRIAL. See Pola Negri in the Para-
mount picture, ‘The Woman on Trial,’
now playing at the . . . .”

November 12, 1927

EXHIBITORS HERALD

47

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

“Business Needs Renovating”

ALEXANDRIA, MINN.— To the Edi-
tor: I am accused of negligence, by J. C.
Jenkins, because I have not kept him in-
formed of the happenings here, but the
trouble is I have been trying to make a
living, and while I follow J. C. all over the
West and back to the East, each week of
his travels, I also thought that if I told
him the bass are striking fiercely, that the
ducks are in here thick, and the roads
everywhere are dry and smooth, that he
would neglect his work of visiting exhibi-
tors as per the route sheet as made up by
the Herald, and hit for this section to get
the old rod and reel working as well as the
old musket.

My son, Harry, made a trip to the lakes
for ducks and came in with the limit, then
to change the fare slightly tried for bass,
and on three consecutive days got the limit
of bass, and they were all three pounds or
better, so on Friday he made me leave the
old desk long enough to go with him in a
try for bass, and we hooked 16 of the
nicest in two hours that I have seen this
summer.

But about J. C. changing the monicker
of the old bus, how come? Not that I ob-
ject to what he wants to name her but it
keeps us readers thinking all the time, to
be sure he is talking about the old girl that
he did call Viola, and Clara.

Come to think of it I don’t think any of
the godmothers ever published anything
whereby they approved the use of their
name on that animal he is driving, and I’ll
bet Marie will take a fall out of him as
soon as she reads what use her name is
being put to.

Well, J. C., as you are headed East, keep
going until you hit the crowd down there
that is trying to decide how many features
can be sold in a bag, without a comeback
from the exhibitors, and if they won’t let
us buy 10 or 20 at a time, use your influ-
ence to persuade the big boss that there
should be a clause whereby an exhibitor
can weed out 50 per cent of the purchase,
(if they are undesirable), incorporated in
the contract.

In my opinion, this business should be
renovated, should be put more on a basis
of all other legitimate lines, as for in-
stance if a grocer buys a bill of goods he
does not have to buy more than he can use,
and he gets desirable goods or his money is
refunded; if any portion of the purchase is
rotten, he is not forced to sell that portion
to his customers, but whatever we buy we
are compelled to pay for, regardless of the
fact that if we are to get our money out of
the culls, we must take a panning from the
public for showing them, or, of course, we
can pay for them and set them aside, which
many of us do, and it seems there should
be some ruling adopted when the new con-
tract is compiled, allowing an exhibitor the
right to cancel a certain portion of each
contract’s feature, so that he would not be
compelled to either lose the rental if not
shown, or have to show undesirable prod-
uct.

Let us hope Abram F. Myers and the

commission can work out the several
clauses necessary to eliminate the objec-
tionable practices the producers are at the
present using to the sorrow of thousands
of exhibitors.

Well, J. C., while you are making the
rounds, try to give us the dope on what
the exhibitors think of the present sys-
tem of forced showings, of undesirable
features, and hoping you and your old
Hoosier friends have a kicking up time, I’ll
say adios for the present. — H. J. Longaker,
State theatre, Alexandria, Minn.

P. S. Just used Thomas Meighan’s “The
City Gone Wild.” It is the real article, in
fact, the best Tom has starred in during
his career, and it should put him on the
map again. Also, it should prove that with
good stories he will come back, and stay
there. — H. J. L.

Found!

WATSONVILLE, CAL.— To the
Editor: Short subjects never did much
for me. This is a general statement. Of
course, there are exceptions.

However, the general run of comedies
with which I have been compelled to insult
the intelligence of my audiences has been
so absolutely maudlin, uninspired, unorig-
inal and senseless that I believe they have
actually turned people away from the the-
atre. It seems to me it is the thing people
don’t like they remember longest.

I had given up hope of seeing a consist-
ently amusing comedy until such time as a
new comedy producer appears in the field,
who will have a rare combination of brains,
a real sense of humor, originality, and
above all, courage, when I met with a
very pleasant surprise.

I saw a Mack Sennett comedy last night
that was really funny. It was a college
comedy starring Eddie Quillan. It was
logical and actually amusing to both kids
and grownups, and Quillan was funny.
Tell your exhibitors to watch for him. If
I am not making a bad guess they will
have in this boy a comedian who will help
at the box office. He will not stay in two
reelers long, but while he does let’s make
the most of him. — J. L. O’Connor, Cali-
fornia theatre, Watsonville, Cal.

Block Booking

By PHILIP RAND

Block booking is now the great question ,
It puzzles our “ Federal Trade.*9
Is it a boon to the smallest of showmen ,
Or but on his bankroll a raid?

Who picked out these conference fellows?

(I never was called on to vote )

Shall the big boys expend their opinions ,
And we in the country play “goat”?

The big cities don*t play ALL the pictures
That any one company produces —

It’s only the neighborhood theatre

And small towns , block booking abuses.

Ask me what I know of block booking ,
And I'll tell, that it ruins your “biz”;
You can’t buy a big job lot of pictures
And run on your patrons a “whiz.”

Our patrons alt “shop” for their pleasures;
They come when the “good ones” are
shown ;

When the punk ones appear on the bill-
boards.

They leave us serenely alone.

It takes all of the pictures now making
To find suitable ones for to show.

And you can’t find even fifty-two big ones
To keep up your crowds on “the go.”

To think, then, one outfit can give you
Fifty-two dandies to boost l
Good Lord— if you sign up a year’s run
You fall into a fine “ robbers ’ roost.”

No! We small boys want to hand-pick ’em.
Want to choose but the best from the
field.

We’ll pay what is right to secure 'em—
Our theatres then profits will yield.

On Jaysee and Service

NEILLSVILLE, WIS.— To the Editor:
Well, I see where Old Man Jenkins has
hopped down on the banks of the Wabash
amongst the Hoosiers. Also, that he has
had another change of heart and baptized
his old flivver “Marie.” I don’t blame
him much for that, for his first two chris-
tenings were not so good. If his old rattle-
trap bus will perform as well as “Marie”
has in her pictures for the past half a
dozen years, it may be possible that his
old three-wheeled velocipede may at least
keep running until the first snow storm
hits it.

I sure got mad when I saw how that
old bird had manhandled my name and
the name of my town. You know he
writes on the typewriter by the hunt and
peck system, and after he has bounded
around in that contraption of his all day
he can’t, at the end of the day, tell whether
he is hitting a “G” or an “L.” In fact,
when he hits a big town he stays there
several days under the pretext that he
is calling on exhibitors, whereas it is only
due to the necessity of giving his liver
and floating ribs a chance to settle.

Horning into the argument between Mr.
Wenger and our Old College Chum Serv-
ice, I must say that I find it necessary to
side with Service relative to his remarks
on Clara Bow in “Hula.” I saw this a
month or so ago in Milwaukee and there
was nothing to it that would raise it above
the ordinary program picture — neither
Clara Bow’s acting, nor the story, which
is nothing new and which we have had
many times under various names. If a
fellow’s town is big enough so that there
are plenty of flappers and shyks I would
imagine that Clara would draw like a house
afire. However, I have run her in such
pictures as “Kid Boots,” “Mantrap” and
“It,” as well as one picture, “The Best
Bad Man,’ where she was in support of
Tom Mix, and I did not find that she
caused any extensive flutter among the
common or garden variety of patrons.

We, out in the sticks, can tell within a
few cents just what a given star or pic-
ture will do under normal conditions, and
if any film hound ever comes around and
gives me a song and dance to the effect
that “Hula” is in any way a special, I will
be looking out the window and give him
a nasty look to boot. — Wm. E. Tragsdorf,
Trags theatre, Neillsville, Wis.

“You Win”

SALMON, IDAHO. — To the Editor:
In the October 8 issue I note that Crockett
Brown in his radio talk announces that he
has challenged the film industry to a de-
bate on this question, “Resolved that pro-
ducers are long on money and short on
judgment,” and note further that he wants
Jenkins, O’Hara and myself to act as the
judges.

“Davy Crockett,” old top, I’ll give you
my decision right now. “You win.”

Tweaking the Lion’s Tail is all very well
for Big Bill Thompson of Chicago but
when I got my hand on the tail of Metro’s
lion (the same one you spoke of) to get
it to face me, it roared out “The Great
Parade” is “not for rent alone to any sit-
uation.” Yet my neighbor has played it
and didn’t buy out Metro’s warehouse to
get it, either. Funny old lion. Left paw all
claws, right paw velvet. Too bad I caught
hold of the left one.

I enjoyed your article, “Davy” — write
some more — but how in Sam Hill do you
pronounce (your town) Nashwauk?

Perhaps that is named for the Indian guy
whose images in wood we see in front of
cigar stores ! Often wondered what that
chief’s name was anyhow, but it must be
Nashwauk. Of course, it’s Nashwauk, but
please tell us what Nashwauk means in
good old United States. — Philip Rand,
Rex theatre, Salmon, Idaho.

48

EXHIBITORS HERALD

November 12, 1927

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized National Classified Advertising Medium

For Sale

ONE HUNDRED reels of motion picture fea-
ture film, travelogs, comedies, westerns, dramas,
weeklies, one to seven reel subjects, make a bid
for the lot. Names furnished on request. Write
E. K. Vollette, Nu Gulf Theatre, Goose Creek,
T exas.

Signature cuts for newspaper advertising; two
sizes, only $10.00. Sketches free, Eagle Service,
Plankinton Bldg., Milwaukee, Wis.

Position Wanted

OPEN FOR ENGAGEMENT — Young graduate
organist. Two years unit organ training. Like
position as organist. Relief or alternate work
acceptable. Have complete library. Organ novel-
ties. Steady, reliable, union. Address Ares
Detjen, 1008 E. Walnut St., Green Bay, Wiscon-
sin.

VIOLIN LEADER — Wife Pianist and Organist.
Vaudeville or pictures. Years of experience. Li-
brary. A. F. of M. Work jointly or separately.
Address Geo. C. Davidson, 4464 17th Ave., Rock
Island, 111.

VIOLIN LEADER — Wife Pianist. Union, Re-
liable, Experienced. Large Library. Pictures Cor-
rectly Cued. Go anywhere. Want permanent loca-
tion. Address Box 217, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

ORGANISTS and SINGERS, thoroughly
trained and experienced in theatre work. Men and
women now ready for good positions. Union or
nonunion. Write salary, and other data. Address,
Chicago Musical College, 64 E. Van Buren,
Chicago.

ORGANIST DESIRES POSITION— Conserva-
tory training. Additional coaching from noted
Chicago theatre and radio artist. Desire to locate
in small city or suburb. Moderate sized house.
Prefer pictures only but can handle solos, novel-
ties. Have individual improvisation methods to
cue any picture without constantly referring to
music. Born musician. Perfect rhythm. Experi-
enced Wurlitzer, Barton units. Age twenty-six.
Married. Steady. Reasonable salary. George F.
Strandt, 158 West Harrison St., Chicago, Illinois.

FLUTE AND PICCOLO— Union, experienced.
Pupil of Barrere, consider anything anywhere.
F. Sossaman, 96 Johnston Ave., Kingston, N. Y.

Organist, experienced and reliable, available for
first class permanent proposition. Address E. H.
Gordon, 2548 Glenmawr Ave., Columbus, Ohio.

Theatre Wanted

THEATRE WANTED — House to run on per-
centage, 3J4 years’ exp. as owner, or, might buy
on terms. Address J. C. Rood, 27 Church St.,
Ashtabula, Ohio.

Theatre For Sale

Brick building and equipment, seats 750, popu-
lation 1700, 7 day house, only show in town. Will
take y2 cash, balance to suit buyer. Write L. E.
Hughes, Scaminon, Kansas.

FOR SALE — New Spanish Theatre. Every-
thing ready to show. I do not understand show
business, so wish to dispose of same at sacrifice.
Terms. Address Daisy Fishbaugh, Dawson, Okla-
homa.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE : Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complet list
2,100 chain theatres operating from 2 t» 150 thea-
tres ® $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios $ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WANT to buy a two manual brass pedal pipe
organ, electric or pneumatic action. Price must
be very low. Address Gem Theatre, Jackson,
Tennessee.

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

MIRROR Screen for sale, good as new, 8x1014,
bargain, cost $500.00, will sell for $100.00. Ad-
dress Ralph L. Fisher, Mgr., Capitol Theatre,
Ft. Wayne, Indiana.

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

NEARGRAVURE Process Printed Stationery,
exquisite, special 250 letterheads and envelopes
$3.33 cash postpaid. Samples. Sollidays, Knox,
Indiana.

Banners

TONIGHT — 3x8 Bills, 50 words, fast delivery,
1000 prepaid $1.25, 500 85c. Address King Print-
ers Press, Warren, 111.

November 12, 1927

EXHIBITORS HERALD

49

*‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors * reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

PAYING THE PRICE: Special cast— Enthusi-
astically received by our audience. The 6tory is
up to the standard of a lot of the pictures that
sell for real money. — Harry M. Palmer, Riviera
theatre, Anderson, Ind. — General patronage.

THE BLOOD SHIP: Hobart Bosworth — None
but Bosworth could portray such a role as the
lead in this subject. A remarkable picture in
many respects and sold at a price far below
that charged for a certain other sea story which
has proven such a sad story at many a box
office. — Harry M. Palmer, Riviera theatre, Ander-
son, Ind. — General patronage.

RICH MEN’S SONS: Special cast— Much

better than the average picture. In fact would
class it as deserving of special billing as it is
just the kind of a picture that creates a lot
of mouth to mouth advertising. — Harry M.
Palmer, Riviera theatre, Anderson, Ind. — Gen-
eral patronage.

FBO

SHANGHIED: Special cast — 90%. Some pic-

ture with Miss Miller better than we have seen
her for months. Suitable for week days, but

preferably for Saturday. — Mrs. Richard A.
Preuss, Arvado theatre, Arvado. Col. — Small

town patronage.

SHANGHIED: Special cast October 26-27.

Another very good offering from FBO. Seven
reels. — Ivy D. Arnold, Creseo theatre, Cresco,
la. — General patronage.

THE BOY RIDER: Buzz Barton— 73%. Octo-
ber 28-29. Nice Western. Ran as part of
double feature program. They liked it. Five
reels. — E. M. Biddle, Strand theatre, Paoli, Ind. —
Small town patronage.

TARZAN AND THE GOLDEN LION: Special
cast — 60%. October 11-12. A fair picture just
a common program, nothing to brag about. Al-
though had a fair house. Six reels. — A. J. W.
Koehler, Koehler theatre, Uehling, Neb. — General
patronage.

MOTHER: Belle Bennett — 80%. This is the
best picture I ever did play. All the mothers
were there and gave us a good send off that
beat them all. Book it, who ever did not play it
and boost the price, it will stand it. Seven
reels. — A. J. W. Koehler, Koehler theatre, Uehl-
ing, Neb. — General patronage.

MOTHER: Belle Bennett — 50%. October 15.
Pleased about 75 per cent of the people. Drunken
scenes not liked by my people. Seven reels. — -
A. K. Haynes, Community theatre. Razor, Tex.

MOTHER: Belle Bennett — A very good pic-
ture. Had a number of favorable comments.
Seven reels. — G. E. Widger, lone theatre, lone.
Wash. — General patronage.

MOTHER: Belle Bennett — October 27-28. A
very fine picture which has nothing in it to
offend anyone. When I bought this sister I
did so with the expectation of giving to one
of the churches as a benefit, which I did. I gave
them half of what they sold before show time,
and they sold plenty. A good clean, wholesome
picture which should please most any sort of
an audience if you can get them in to see it.

I was afraid that I couldn’t 60 I gave it away
to a church, which turned out to be a good
idea. Seven reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

CALIFORNIA OR BUST: George O'Hara—
10%. October 4. Good little entertainment. A
lot better than "Going the Limit.” Hope George
makes ’em like this one or little better. Five
reels. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

THE GORILLA HUNT: 40%. October 1. A

good educational. Women don’t like it. Five
reels. — A. K. Haynes, Community theatre, Razor,
Tex.

THE GORILLA HUNT: Special cast— 20%.
October 18. Different from all other pictures. All
based on hunting of wild animals and no love
about it, but too slow to make good entertainment.
Five reels. — Rudolph Duba, Royal theatre, Kim-
ball, S. D. — General patronage.

THE GORILLA HUNT : Special cast — A very
interesting film. Didn’t draw more than average
though. Five reels. — G. E. Widger, lone theatre,
lone, Wash. — General patronage.

THE COWBOY COP: Tom Tyler— 45%. Octo-
ber 1-2. This is a very good picture and Frankie
Darro is getting to be a real little star all the
kids in town were out see it. Let’s have a pic-
ture, Frankie. Five reels. — A. J. W, Koehler,
Koehler theatre, Uehling, Neb. — General patron-
age.

THE MAGIC GARDEN: Special cast — 50%.
October 27. This is very pretty picture, clean
and entertaining. Gave 100 per cent satisfac-
tion. Played as a program picture. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

ARIZONA NIGHTS: Fred Thomson— 75%.

October 28-29. Held up in merit with the other
Thomson productions. Gave fine satisfaction.
Seven reels. — Tom Foster, Star theatre, Stanley,
Wis. — Small town patronage.

HOMESTRUCK: Viola Dana — 7%. October 11.
Just a fair program entertainment. Six reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. — ■
General patronage.

THE TWO GUN MAN: Fred Thomson— 50%.
October 22. I reported on all Thomson pictures,
and they are all alike. All good. See you again,
Fred. Six reels. — A. J. W. Koehler, Koehler
theatre, Uehling, Neb. — General patronage.

BORN TO BATTLE: Tom Tyler— 65%. Octo-
ber 8. A real Western. “Born To Battle” is
right. Tom is just as good as any of them.
Five reels. — A. K. Haynes, Community theatre.
Razor, Tex.

THE MOJAVE KID: Bob Steele — October 25.

Our first from this star. Seemed to please the
“Two for One” crowd. Five reels. — Ivy D.
Arnold, Cresco theatre, Cresco, la. — General pat-
ronage.

THE GINGHAM GIRL: Special cast — October
18. A fair picture, a bit overdone, that drew out
all the “Two for One” bargain patrons. Seven
reels. — Ivy D. Arnold, Cresco theatre, Cresco,
la. — General patronage.

SILVER COMES THRU: Fred Thomson— A
good entertainment. My crowd likes both Fred
and Silver. Six reels. — G. E. Widger, lone the-
atre, lone. Wash. — General patronage.

NAUGHTY NANETTE: Viola Dana — October
26-26. One of Viola’s good ones. Many good
comments on it. I wish this baby would get
set with some producing company and stay there
long enough to make about a dozen pictures in-
stead of hopping around like a flea in a hot
skillet. Seven reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

HOOK AND LADDER NUMBER NINE:

Special cast — A story of two firemen who loved
the same girl. Our patrons didn’t know a soul
in the cast. Hard to put over. Seven reels. —
Mrs. Richard A. Preuss, Arvada theatre, Arvada,
Col. — Small town patronage.

RANGER OF THE NORTH: Ranger— Good
dog picture. Pleased and drew. Five reels. —
Mrs. Richard A. Preuss, Arvada theatre, Arvada,
Col. — Small town patronage.

JUDGMENT OF THE HILLS: Frankie Darro
— Didn’t please hardly anyone. The dumb life
of the Kentucky mountaineers. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small town
patronage.

LONE HAND SAUNDERS: Fred Thomson—
October 14-15. Here is another one of Thomson’s
that is good and when you want Westerns at a
price of live and let live F B O is the place to
buy. I guess it is goodby Freddie as Paramount
has got him now. Watch the price 6oar. Six
reels. — B. F. Wingeler, Liberty theatre, Tremon-
ton, Utah. — General patronage.

BREED OF THE SEA: Special cast — Good.
A very good sea picture. Held the interest well
and gave satisfaction. Seven reels. — G. E.
Widger, lone theatre, lone, Wash. — General pat-
ronage.

VALLEY OF BRAVERY: Bob Custer—

September 24-25. A very good picture, Bob,
and they told me 60. This ought to please any
house. Five reels. — A. J. W. Koehler, Koehler
theatre, Uehling, Neb. — General patronage.

50

EXHIBITORS HERALD

November 12, 1927

First National

SMILE, BROTHER, SMILE: Special cast—
50%. Another traveling man story which goes
over good, but we thought all sales men traveled
by auto. Film men and most others who make
this neck of the woods do. Possibly there is
more fun on a train. — W. A. Tarrey, Bonzo the-
ater, Eddyville, la. — Small town patronage.

SMILE, BROTHER, SMILE: Jack Mulhall—
A perfect “wow” of a picture. Worthy of a
hot spot on any man’s booking schedule. A
picture that makes them talk. — Harry M. Palmer,
Riviera theatre, Anderson, Ind. — General patron-
age.

THE STOLEN BRIDE: Billie Dove— 70%.
October 19. A very pleasing picture well pro-
duced. Seven reels. — W. P. Hamilton, Mission
theatre, Dalhart, Tex. — Small town patronage.

FRAMED : Milton Sills — 18%. This picture

was spoiled by the way the heroine looked when
she was supposed to be in love. Lots of folks
laughed out loud and I felt like throwing a
brick. How Sills ever got a leading lady like
this is beyond me. She looks like a sick cow
when she registers love. But Sills is o. k. in the
picture and his fine acting in the last scenes
saves it from being too terrible. This is the
poorest Sills we have played. Six reels. — J. H.
Mac Donald, Wiley theatre, Wiley, Col. — Small
town patronage.

BABE COMES HOME: Babe Ruth— 100%.
October 21-22. Here’s a dandy. Pleased them all.
Babe, you were a knockout. Played your part as
good as anyone could have. Six reels. — Robert
K. Yancey, Bonny theatre, Mansfield, Mo. — Gen-
eral patronage.

BABE COMES HOME : Babe Ruth. — We played
this immediately following the World Series and
did a complete flop. Many regular patrons would
not come out. We asked them why and they
replied : “Babe Ruth is all right playing ball,

but I don’t think he can act.*’ The story is fair
and contains much comedy and Ruth does re-
markable well for his initial debut in pictures.
It may have some drawing power where base-
ball is the main sport. Judge your rental ac-
cordingly. Six reels. — L. L. Baseom, Liberty the-
ater, Dayton, Wash.

STEPPING ALONG: Johnny Hines — 25%.
October 16. Fair entertainment, that’s all. Noth-
ing great but will do for one night. Eight reels.

—Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

THE RED RAIDERS: Ken Maynard— 25%. A
very good Western. Fast action and superb
riding. This star draws better with each pic-
ture. Six reels. — W. J. Powell, Lonet theatre,
Wellington. O. — Small town patronage.

THE RED RAIDERS: Ken Maynard — A dandy
fast action picture. It is historical but it is in-
teresting and went over fine for me. — W. H.
Hardman, Royal theatre, Frankfort, Kan. — Small
town patronage.

FOREVER AFTER: Special oast — 80%. Octo-
ber 28-29. Very, very good picture with a little
bit of everything in it from football to war and
love. Pleased my patrons 100 per cent. Didn’t
have a large crowd on account of too many
Halloween parties. First National has the pic-
tures. Seven reels. — W. R. Boughn, Jr., Sun
theatre, Walthill, Neb. — General patronage.

THE WILDERNESS WOMAN: Special cast—
82%. October 15. Another comedy that pleased.
— H. S. Boyd, Community theatre, Woodbury,
Conn. — Small town patronage.

THE SUNSET DERBY: Special cast— 60%.
October 25-26. Good picture of its type although
they do not draw here like they should. Seven
reels. — E. A. Rhoades, Grand theatre. Story City,
la. — Small town patronage.

THE DUCHESS OF BUFFALO: Constance
Talmadge — 40%. October 25-26. Not a special
by any means. Fair program picture. Too long.
Seven reels. — G. Carey, Strand theatre, Paris,
Ark. — General patronage.

THE WHITE BLACK SHEEP: Richard Bar-
thelmess — 33%. September 25. We thought this
a very good picture and interesting from start
to finish. The sheik costumes did not hit very
good, but the story made them believe it had
to be done that way and therefore it passed
in nice shape. Seven reels. — Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

THE WHITE BLACK SHEEP: Richard Bar-
thelmess — 30%. Eight reels.— O. M. Rolo, High
School theatre, Sun City, Kan. — Small town pat-
ronage.

THE LOST WORLD: Bessie Love — 80%. Octo-
ber 25-26. They dug this one up for me and it
was worthwhile, I guess. Pleased most everyone.
— A. J. W. Koehler, Koehler theatre, Uehling,
Neb. — General patronage.

THE POOR NUT: Jack Mulhall— October 22.
Very good. Seven reels. — W. P. Hamilton,
Mission theatre, Dalhart, Tex. — Small town pat-
ronage.

DANCE MAGIC: Special cast — Good picture
of the fast variety. Rained out. — R. C. Metzger,
Cozy theatre, Wagner, S. D. — General patronage.

THREE’S A CROWD: Harry Langdon — Lang-
don does some good acting, but the picture is not
a "knockout” comedy. Should give satisfaction at
regular admission. Six reels. — L. L. Baseom,
Liberty theatre, Dayton, Wash.

THREE’S A CROWD: Harry Langdon — Octo-
ber 24. The fellow that said it was three degrees
worse than rotten was too modest. Hope First
National will condense the rest of his pictures
into two reels and at that have somebody to direct
it. My folks waited through six reels for some-
thing to happen and then went home. Too draggy
and silly. Six reels. — W. H. Hardman, Royal
theatre, Frankfort, Kan. — Small town patronage.

THREE’S A CROWD: Harry Langdon — Hear
ye! Exhibitors, hear ye! So lousy and contam-
inated with nothingness that it has no rival.
There is no room in this industry for such tal-
ent. Because he is dumb looking, some think
he should command a premium. Whether Lang-
don lives 100 years or dies tomorrow this picture
bids him farewell. It’s to bad the lot falls on First
National, but the truth shouldn’t hurt. Lay
off from it. Seven reels. — R. C. Metzger, Cozy
theatre, Wagner, S. D. — General patronage.

FOR THE LOVE OF MIKE: Special cast—
October 25. Good picture, but this Frank Capra,
the guy who directed this picture, will have to do

85 AUTOMATIC TICKET REGISTER CORE

7Z3 Seventh Avenue nf.w yobk City

a little mental house cleaning, and keep the
dirty shots out of his pictures. Perhaps the
exchange will eliminate the scene, but if not,
you better use the shears. After the picture
gets started it develops into a mighty good college
story, with lots of good action during the Yale-
Harvard boat race. Seven reels. — E. C. Potter,
Firemen’s theatre. New Hampton, la. — Neighbor-
hood patronage.

CONVOY: Special cast — October 21-22. This
is not the special they claim it is. We were
disappointed and many of the audience expressed
similar views. Eight reels. — Ivy D. Arnold,
Cresco theatre, Cresco, la. — General patronage.

NAUGHTY BUT NICE: Colleen Moore—
October 23-24. Good picture, with lots of good
comedy all through the picture. The bedroom
situations are handled so as to not give offense
to any one. Colleen delivers the goods as usual.
Seven reels. — E. C. Potter, Firemen’s theatre,
New Hampton, la. — Neighborhood patronage.

NAUGHTY BUT NICE: Colleen Moore — Octo-
ber 30-31. Very excellent entertainment. Pleased
the season’s largest Sunday .crowd. Seven reels.
— Ivy D. Arnold. Cresco theatre, Cresco, la. —
General patronage.

NAUGHTY BUT NICE: Colleen Moore —
Claimed to be her best by all comment. Colleen
Moore not extra popular here. This type of a
picture fits the star and should be maintained.
Eight reels. — R. C. Metzger, Cozy theatre,
Wagner, S. D. — General patronage.

THE MIDNIGHT LOVERS: Lewis Stone—
From all evidence, this is the poorest of the
Lewis Stone series. In this picture the pro-
ducer tries to make Lewis Stone carry a role
of an 18 year old boy sheik and of course flopped.
— R. C. Metzger, Cozy theatre, Wagner, S. D. —
General patronage.

MIDNIGHT LOVERS : Special cast — October
9. Disappointed in this one. Started with a wed-
ding and 6ome comedy interspersed which seemed
to give promise of a fair entertainer, but after-
wards developed (or shall I say dwindled) into
a broad farce which was very much overdone.
The director seemed to have lost control of the
picture entirely. I doubt very much that Miss
Nilsson liked the role he cast her in. — Peter
Bylsma, Victory theatre, Napoleon ville. La. —
Small town patronage.

PRINCE OF HEAD WAITERS: Lewis Stone-
Good, but did not pull. The poorest drawing card
for a long time. Picture will please in spite of
adverse opinion of Stone. — R. C. Metzger, Cozy
theatre, Wagner, S. D. — General patronage.

THE PRINCE OF HEAD WAITERS: Lewis
Stone — October 28-29. Stone in a role that suits
his type. Story very good. Business fair. Seven
reels. — Ivy D. Arnold, Cresco theatre, Cresco, la.
— General patronage.

THE LAND BEYOND THE LAW: Ken May-
nard Very good Western with Ken Mayanrd run-
ning neck to neck at the B. O. with Mix. It
won’t be long now and he will pass them all.
Seven reels.— R. C. Metzger, Cozy theatre, Wiag-
ner, S. D. — General patronage.

THE LAND BEYOND THE LAW: Ken May-
nard— Very good outdoor picture. Business fair.
— Ernest Vetter, Majestic theatre, Homer, Mich.
— Small town patronage.

SWEET DADDIES: Special cast — A dog-gone-
good picture. Lots of good comedy and plenty of
suspense and thrills. Seven reels. — G. E. Widger,
lone theatre, lone. Wash. — General patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— As good a Western as they make. Seven reels.
— Julius W. Schmidt. Grand theatre, Breese, 111.
General patronage.

IT MUST BE LOVE: Colleen Moore — Another
knockout for our Colleen. We’d have opened
our new house with this picture if we could have
made it as Colleen registers 100 per cent with our
patrons. Eight reels. — Giacoma Brothers, Crys-
tal theatre. Tombstone, Ariz. — General patronage.

MEN OF STEEL: Milton Sills — This is a very
good picture and will stand a raise in admission.
Nine reels. — Julius W. Schmidt, Grand theatre,
Bresse, 111. — General patronage.

SHORE LEAVE: Richard Barthelmess — Here
is a complete flop. Richard must have been asleep
when he allowed any producer to hand him this
lemon. Seven reels. — Giacoma Brothers, Crystal
theatre. Tombstone, Ariz. — General patronage.

WINDS OF CHANCE: Special cast — This Rex
Beach story was capably handled by all con-
cerned. Well directed, well acted with Victor
McLaglen carrying off the honors. But then,
Victor comes very near doing that little thing
whenever he is in the oast. Comments of patrons
favorable, which, in my estimation, constitutes
the real percentage value. I may be dense.

November 12, 1927

EXHIBITORS HERALD

51

J. C. Jenkins — His Colyum

DEAR HERALD:

OBERLIN. O., October 24, 1927.

The Buckeye state never looked better than she does at this season of the year.
It’s one grand, glorious panoramic view wherever one goes. Last evening just as
the sun was sinking in the West I parked Marie on the East side of the college
campus and sat there and reveled in the glorious coloring of the maple, the elm and
oak trees of that famous old campus, and with the sun glinting through the various
colored foilage it made a picture long to be remembered. There was the orange,
the green, the purple, the crimson, the golden, the silver and the drab all mingling
together and all forming a picture the beauty of which is beyond description.

As I sat there and drank in the beauties of this scene, I was glad that I am living
now and glad that I am an American citizen living in a country especially blest with
the Almighty’s richest blessings, and as I looked across the broad expanse of this
famous old campus, there came to me the thought of the thousands of young men
and women, who in the last 60 years have wandered over this campus and that
under the stately elm and oak and maple trees had been formed new hopes and
new ambitions, and I wondered not that they loved this old spot and loved to return
again and again to their alma mater at each recurring Home Coming.

And as I think of these things my mind recalls many personal friends who have
gone forth from this old college to take their place in the great scheme of mankind
and who have made the world better for their having been a part of it, and,
thinking of these, I am not forgetful of the thousands of exhibitor friends I hope I
have made throughout my wanderings, and to each one of these friends I would
like to express that feeling of friendship that was expressed to me some years ago
by a friend in a little poem on a Christmas card, but I am unable to recall the
exact wording and can only give to you in substance which is as follows—

All to myself

I think of you. Think of the things ive used to do.

Think of the things we used to say,

Think of each happy yesterday.

Sometimes I sigh, sometimes l smile,

When 1 think of each olden, golden while,

All to myself.

Perhaps this is not just what would be expected in motion picture trade journal,
but if you are going to read this column you can expect almost anything, for I run
in moods as well as ruts and tangents are common with me.

The Herald1 Fills a Want None Others Can Do

When one comes to think of it this is a pretty small world after all. Seldom do
we find a community where we do not run into someone who knows us, that’s what
keeps the most of us on our good behavior all the while, illustrative of this, I
was coming out of the dining room at the Oberlin Inn this evening when a young
fellow tapped me on the shoulder and said, “I’m betting that you are J. C. Jenkins
of Neligh, Nebraska,” and I looked at him a moment and said, “Young man, you can
wager the last nickle you have on that proposition and cash in, but who are you?”
and he replied, “My father at one time was principal of the Neligh High schools
and Mrs. Jenkins took one of my brothers and raised him from a pup, now don’t
you know?” That’s how it comes that I am going to spend Sunday with Howard
and Gerald Stevenson at Kent.

The Herald Fills a Want None Others Can Do

Oscar Smith who operates the Apollo theatre at Oberlin invited me to witness
“Ben Hur” at his theatre. I did, and if Oscar is as good a man as “Ben Hur” is
a picture (and I think he is) Oscar is all right. I am not going to say much about
“Ben Hur,” it isn’t necessary, but you may be assured that it is big in theme, big
in settings and big in every way, and it will set a standard by which all future
pictures will be measured for the next decade. In my judgment “Ben Hur” will be
remembered long after all previous pictures have been forgotten.

I had a very delightful visit with Mr. Smith for which I wish to express my thanks.

The Herald Fills a Want None Others Can Do

J. G. Furrier of the Harkness theatre at Clyde has adopted a new system. His
usual matinees, starting at 2:30, usually ran from $3.50 to $4.00 now he starts his
show at 5 o’clock and charges 10-25 for the first show and his receipts have increased
to $15.00, an increase of $11.00 over his usual matinees.

He also puts on what he calls his “Silver Night.” He advertises to give each lady
buying an adult ticket a 26 piece set of Rogers Bros, silver ware absolutely free. This
he does by giving one piece of the set with each ticket purchased and by doing this
for 26 weeks they get the entire set free. He puts this on his weakest night and
he advises that his theatre is taxed to capacity to hold them on these nights. Here
is something for you boys to think over. Rogers Bros, at Niagara Falls will give
all the information how to handle the proposition.

The Herald Fills a Want None Others Can Do

When we got to Wellington we noticed that W. J. Powell of the Lonet theatre
was getting ready to open that night with “Ben Hur.”

It looks like “Ben Hur” had taken this country, for we find it billed in about every
town we visit. Mr. Powell has a beautiful theatre and we are not giving out any new

( Continued on following page )

probably am, but I never could see how a per-
centage of gross receipts had much bearing on
the intrinsic value of a picture. For instance,
you may have a picture of undoubted merit being
shown under adverse conditions such as bad
weather, counter-attractions or a combination of
both. In fact, there are so many things that can
arise to influence the attendance regardless of the
fact the picture may be a real gem, while on
the other hand, a mediocre picture may get all
the breaks and show a far greater percentage than
the more worthy one. In other words, a 20 per
cent picture may show a 75 per cent gross, while
a 75 per cent one might show a 20 per cent
gross. Now then, can this percentage be ac-
cepted as a criterion to judge by? Eight reelsJ —
Peter Blysma, Victory theatre, Napoleon ville. La.
— Small town patronage.

Fox

GOOD AS GOLD: Buck Jones — 60%. October
24. One of the best Buck ever made. Fair busi-
ness only. Five reels. — E. M. Biddle, Strand thea-
tre, Paoli, Ind.- — Small town patronage.

GOOD AS GOLD: Buck Jones — Pretty good
outdoor picture to average crowd. Five reels.—
G. E. Widger, lone theatre, lone, Wash. — General
patronage.

IS ZAT SO?: Special cast — 25%. A very
clever picture, high in entertainment value and
with fair drawing power. Seven reels. — W. J.
Powell, Lonet theatre, Wellington, O. — Small
town patronage.

IS ZAT SO: Special cast — Had a good crowd
and they all liked the picture. Six reels. — G. E.
Widger, lone theatre, lone. Wash. — General pat-
ronage.

HILLS OF PERIL: Buck Jones— 35%. Ordi-
nary Western. — G. Carey, Strand theatre, Paris,
Ark. — General patronage.

HILLS OF PERIL: Buck Jones— 11%. Oc-
tober 5. Buck again gave us a thrill and sure
got the crooks right and you know the girl is
always thrown in and so at this time Buck got
kicked off hie horse and the girl comes and picks
him up. It sure should please where they like
action and thrills. Five reels. — Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

HILLS OF PERIL: Buck Jones — Good action
Western, but it flopped. Five reels. — Mrs. Rich-
ard A. Preuss, Arvada theatre, Arvada, Col. —
Small town patronage.

OUTLAWS OF RED RIVER: Tom Mix— 20%.
October 14-15. Good show for the Western fans,
but Tom does not make such a big business for
what they want extra for him. Well, one more
and we will be on to the finish of the contract.
Six reels. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

OUTLAWS OF RED RIVER: Tom Mix— About
as good as the usual Mix picture. Business fair.
— Ernest Vetter, Majestic theatre, Homer, Mich. —
Small town patronage.

THE CIRCUS ACE: Tom Mix— 50%. October
26. We could forgive Tom for some of the
others, but can’t hardly let this go. But it’s Tom
Mix and they winked their other eye when they
went out. I think one night enough for it. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

COLLEEN : Madge Bellamy — 34%. October
26. After several months of just one show a
week and that on Saturday night, we ran this
one on Wednesday and could not make it pay.
But those who came were pleased with it and we
vote it a real good ordinary program picture.
Six reels. — Clarence E. Hopkins, Hopkins theatre.
Cotter, Ark. — Small town, patronage.

COLLEEN : Special cast — A very good picture
with plenty of interest, thrills and laughs. Seven
reels. — G. E. Widger, lone theatre, lone. Wash. —
General patronage.

SLAVES OF BEAUTY: Earle Fox— 10%. Oc-
tober 21-22. Very good picture but the title
killed it as the picture is most human entertain-
ment we have seen for a long time. If they like
good clean pictures show them this one. Six
reels. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

DESERT VALLEY: Buck Jones— 15%. Oc-
tober 28-29. Good show for the Western fans and
the small towns. Plenty of action and excite-
ment with Buck right on time and his horse
Eagle at Buck’s rescue at all times. It’s good.
Five reels. — Rudolph Duba, Royal theatre, Kim-
ball, S. D. — General patronage.

THE BRONCO TWISTER: Tom Mix— 10%.
Best show of Mix’s and Tony’s for some time.
Tomy sure pepped everything up after he jumped
off the train and joined his horse. Tony just like
a hurricane. He went after the lawbreakers and
got his victim. Play this one by all means. Six

reels. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

THE BRONCO TWISTER: Tom Mix— Good
Western. Lots of action and some comedy. Six
reels. — G. E. Widger, lone theatre, lone. Wash. —
General patronage.

UPSTREAM: Earle Fox — 5%. October 25.
The biggest piece of cheese John Ford has pro-
duced yet, and it’s a shame for John to put his
name to a picture like this. After playing a few
productions with his name on them we thought

it must be a good picture but, oh, how we got
fooled after we had to play it. It’s the bunk.
Pay for it and don’t play it. Take my word
for this report and suit yourself. Six reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

FIG LEAVES: Special cast — Very good with
a fashion show in color. Seven reels. — Julius W.
Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

THE RETURN OF PETER GRIMM: Special

52

EXHIBITORS HERALD

November 12, 1927

J. C. Jenkins — His Colyum

( Continued, from preceding page )

information when we say that he is an exceptionally fine fellow (everybody knows
that I guess who is acquainted with him) and he took extra pains to show us all
the courtesy possible, for which we shall always remain indebted.

The Herald Fills a Want None Others Can Do

Messrs. Willis and Yudlevity who operate the Princess at Medina are contemplating
the building of another theatre in Medina this next season. They have the lot
already contracted for and it is their intention to build a theatre to meet all the
requirements of the community. Mr. Willis drove me down to Lodi to meet the
exhibitor there and otherwise showed me a royal time, which we will not soon for-
get.

E. J. Mott of the Lyric at Wooster, Harold Makinson of the Park at Baberton,
H. Rosenthal of the Ohio at Ravena, and John Polfl of the Opera House and Princess
at Kent were all in the harness and right on the job when the HERALD man called.
These boys don't wait for George to do it, they do it themselves, and the results
are reflected in their receipts at the box offices. There are too many exhibitors now
days who are inclined to let George do it, and George isn't worthadam, that’s why
there is so much talk about “poor business.” If this type of exhibitors would get out
and sell their pictures to the public with the same degree of energy and enthusiasm
that the Film Boys sell the pictures to them there would be less complaint about
business. George couldn't run a peanut stand, let alone a theatre, and when I find
an exhibitor who says he doesn’t need a trade paper I always look around to see if
I can see George hanging around, and in most cases I do.

The Herald Fills a Want None Others Can Do

KENT, OHIO, October 30, 1927.

At Wadsworth I found John L. Damm (this isn’t a cuss word) with his coat off
and a good sweat worked up installing a new organ and otherwise remodeling his
Strand theatre. The theatre looked pretty good to me as it was, but Mr. Damm
has some pretty high ideals along these lines and he intends to show Wadsworth

just what a first class theatre looks like. If “George” was in town he didn’t show

up around the Strand while I was there.

V. Haiden of the Boulevard at Kenmore, F. C. Bubon of the National at Akron,
Mr. Botzum of the Botzum Theatres Co., of Akron, Harry Carl of the Opera House
at Ashland and T. J. Fowls of the Idol at Lodi, are all 100 per cent for the HERALD
and for 100 per cent entertainment for their patrons, that’s why I didn’t hear any
“hard times” talk around their theatres.

At Cuyahoga Falls (bet that the guy who named that town named Nashwauk, Minn.)
I met E. E. Bair of the Falls theatre and G. H. Hinman of the Alhainbria. Two
nicer fellows never went to the mat with a film pedler and both voiced the opinion

that THE HERALD FILLS A WANT NONE OTHERS DO. Mr. Bair is among the

first theatremen to publish a house organ and heads the house organ exchange list.
He has been a longtime contributor to the columns of the HERALD for which the
HERALD and its readers are delighted, his only fault is that he doesn’t do more
of it. He has promised to do better in the future and his word goes with me.
Bet he does.

This evening I am going over to the Kent theatre to witness a showing of “Breakfast
at Sunrise” with Constance Talmadge, and I am not going to say much about that
picture, no matter how good it is, for I am a little sore at “Conny” and it came
about in this way. Some years ago I played one of Miss Talmadge’s pictures and
was so well pleased with it that I became over enthusiastic about it and got some-
what “mushy” (as “Fishy” Phil Rand accused me) and wrote this bit of verse to
give vent to my feelings.

Miss Constance is the girl for me
She surely is a dream.

It really is to joy to see
Her face upon the screen.

She plays with such a queenly grace
Such innocence shines in her face
No other girl can take her place
That I have ever seen.

Now, if I had written this about Miss Prevost she would have sent me an auto-
graphed photo and a letter thanking me for it, that’s what Marie would have done,
and that’s why I named my car Marie, hut Miss Talmadge never even wrote and told
me to go jump in the lake, I wouldn’t have done it if she had, and that’s why I
am not going to get “gusliy” over her picture tonight, I don’t care how good it is.
It will he good, I am expecting that, and will be disappointed if it isn’t.

In about two or three weeks I am going hack to visit those Hoosier boys, and if
some of them don’t invite me to a Thanksgiving dinner, with Turkey and cran-
berry sauce and pumpkin pie n’everything I will always think they have overlooked
a very important matter. Invitations can reach me through the HERALD office at
407 South Dearborn St., Chicago and Eagle Eye Joe hasn’t a thing to do but forward
my mail, (and that boy needs more work). What more is necessary?

J. C. JENKINS.

The HERALD Man.

cast — Good. — Julius W. Schmidt, Grand theatre,
Breeze, 111. — General patronage.

THE RETURN OF PETER GRIMM: Alec
Francis — A highbrow audience picture, splendidly
done. Not for the average picture fan. Eight
reels. — Giacoma Bros., Crystal theatre. Tomb-
stone, Ariz. — General patronage.

THE LAST TRAIL: Tom Mix — This picture
pleased as usual. — W. H. Hardman, Royal theatre,
Frankfort, Kan. — Small town patronage.

THIRTY BELOW ZERO: Special cast— Let
this alone if you are looking for Westerns. Very

poor for Buck and impossible stuff. Six reels. —
Julius W. Schmidt, Grand theatre, Breese, 111. —
General patronage.

THE MIDNIGHT KISS: Special casV-If you
want a family picture for just plain folks, get
this. It’s sure good. Six reels. — Julius W.
Schmidt, Grand theatre, Breese, 111. — General
patronage.

THE ROAD TO GLORY : Special cast — October
12. A very nice little picture with a nice little
heroine and a likeable hero, while Ford Sterling
as papa was okay. Fair blending of pathos and

humor. A picture the whole family can see and
enjoy. — Peter Bylsma, Victory theatre, Napoleon-
ville, La. — Small town patronage.

I HE BLUE EAGLE: Special cast — Very good.
Six reels. — Julius W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

THE MONKEY TALKS: Special cast — A nov-
elty, but a good picture. Six reels. — Julius W.
Schmidt, Grand theatre, Breese, 111. — General pat-
ronage.

THREE BAD MEN : Special cast — October
17-18. A good show only Fox hold the price up
until the picture is worn out and it is etill too
high. If William Fox and a few more of the
producers would run a show in a small town for
a while, I think their heart of stone would soften
a bit. Eight reels. — B. F. Wingeler, Liberty thea-
tre, Tremonton, Utah. — General patronage.

THE FAMILY UPSTAIRS: Special cast— It
pleased here. Just good. Six reels. — Julius W.
Schmidt, Grand theatre, Breese, III. — General pat-
ronage.

CANYON OF LIGHT: Tom Mix — Mix draws
them in Good or bad go with his followers, and
no kicking. Six reels. — Giacoma Brothers, Crys-
tal theatre. Tombstone, Ariz. — General patronage.

THE COWBOY AND THE COUNTESS: Buck
Jones — A good Buck picture. He takes his cow-
boy circus oversees and wins the countess. When
Buck stays in Westerns he is always good, al-
though I did see where one of the boys did state
that one of Buck’s pictures was the bunk al-
though the previous and subsequent 800 exhibitors
did report that it was a knockout. Such is life.
Some of us like ’em blonde and some of us
brunette. Six reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

Gotham

THE BLOCK SIGNAL: Special cast — Good
and out of the ordinary, hence interesting. Six
reels. — Giacoma Brothers, Crystal theatre. Tomb-
stone, Ariz. — General patronage.

SILENT PAL Special cast — Just fair. — Julius
W. Schmidt, Grand theatre, Breese, 111. — Gen-
eral patronage.

Metro-Goldwyn-Mayer

BODY AND SOUL: Special cast— 60%. A
strong play with extra good acting in an un-
common story which satisfied. — W. A. Tarrey,
Bonzo theatre, Eddyville, la — Small town pat-
ronage.

BODY AND SOUL: Special cast — Too slow
moving. Audiences grew restless and many left
before the picture ended. — Harry M. Palmer,
Riviera theatre, Anderson, Ind. — General patron-
age.

BODY AND SOUL: Special cast — October

19-20. This one failed to get over with the few
that saw it. — Ivy D. Arnold, Cresco theatre,
Cresco la. — General patronage.

SPRING FEVER: Special cast— 40%. Golf
story. Our small town people don’t play this
game, but a lot of us poor people can be in-
terested in things we don’t understand. — W. A.
Tarrey, Bonzo theatre, Eddyville, la.— Small town
patronage.

BEN HUR: Special cast— 100%. October 24-
25-26-27. The fairest jewel in motion picture
achievement. Gave splendid satisfaction. All
records broken both on attendance and receipts.
Twelve reels. — Tom Foster, Star theatre, Stanley,
Wis. — Small town patronage.

BEN HUR, THE BIG PARADE: Special cast
100%. In four nights (two each) these produc-
tions did almost twice the gross business this
theatre did during the entire month of October
last year. The both more than doubled the re-
ceipts on any picture heretofore shown here. In
a town of 2,245 inhabitants, 1,225 people paid
admission to “The Big Parade” and 1,371 to
“Ben Hur.” About one-third of the audiences
were strangers to my theatre. Three said it
was the first time they had ever attended a
“movie” theatre. Many were seeing the pictures
the second, third and even the fourth times. I
am healthy and middle aged, but I don’t expect
to live long enough to see these records broken
here. Despite the fact that the pictures were
so nationally known, I covered a radius of 20
miles each way from my town almost as thor-
oughly with advertising as nature distributes the
dew. — W. J. Powell, Lonet theatre, Wellington,
O. — Small town patronage.

BEN HUR: Ramon Navarro — 100%. A big
one, and a good one. Beet produced to date.
Drew and pleased. Twelve reels. — Mrs. Richard

November 12, 1927

EXHIBITORS HERALD

53

A. Preuss, Arvada theatre, Arvada, Col. — Small
town patronage.

BEN HUR Ramon Novarro — 95%. This sub-
ject is all that is claimed for it. In our esti-
mation the greatest of all the roadshow calibre
productions in the past few years. Dollar and
prestige return. Twelve reels. — H. H. Folkens,
Lyon theatre. Rock Rapids, la. — General patron-
age.

THE FIRE BRIGADE: Charles Ray — 28%.
October 23-24. This picture is the best fire pic-
ture we have yet seen but somehow did not do
the business even if we did hook up with the
local fire department. Well if the times are bad
there is nothing made that will bring in the
crowd and if a picture like this fails that shows
its cause. Ten reels. — Rudolph Duba, Royal the-
atre, Kimball, S. D. — General patronage.

THE FIRE BRIGADE: Special east— The best
fire picture we have ever shown. It did not draw
but pleased all who came. — W. H. Hardman. Royal
theatre, Frankfort, Kan. — Small town patronage.

AFTER MIDNIGHT: Norma Shearer — 65%.
October 16-17. Not Norma’s best bet still a
very good drama. Held interest from start to
finish and gave good satisfaction. Seven reels. —
Tom Foster, Star theatre, Stanley, Wis. — Small
town patronage.

FRISCO SALLY LEVY: Sally O’Neil— 100%.
How opinions do differ. This brought us the best
business of the summer and as many favorable
comments as anything shown. Compares favor-
ably with best of the Irish-Jew pictures. Had
some old hokum in it but the crowd likes things
they understand. Kid comedy overdrawn but gets
big laughs. I would say it is the type of pic-
ture best liked by the average audience in city
of 15,000. The critics roast it and the crowd
praised it. — Ben L. Morris, Temple theatre, Bell-
aire, O. — General patronage.

FRISCO SALLY LEVY: Sally O’Neil— 50%.
October 17-18. This is a dandy little picture and
pleased my Monday and Tuesday crowds. Seven
reels. — E. A. Rhoades, Grand theatre. Story City,
la. — Small town patronage.

ROOKIES: Dane— Arthur— 75%. October 17-18.
Pleased better than anything since “Cohens and
Kellys” last fall. Why Metro didn’t roadshow
it is a puzzle to me. Step on it, and watch
them laugh. A little touchy but not vulgar or
profane. First Metro to make me any money in
a year. Seven reels. — G. Carey, Strand theatre,
Paris, Ark. — General patronage.

SLIDE KELLY SLIDE: William Haines— 70%.
October 4. Very good comedy. Eight reels. —
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

MR. WU : Lon Chaney — 72%. October 12.
Lon Chaney gives his usual good characterization.
Although a very sad story we received many
favorable comments on the picture. — W. P.
Hamilton, Mission theatre, Dalhart, Tex. — Small
town, patronage.

MR. WU : Lon Chaney — 43%. October 11. Very
good for those who like Chaney. Eight reels. —
Mrs. Hulda .1. Green, Gem theatre, Greenriver,
Utah. — General patronage.

CALIFORNIA: Tim McCoy — 75%. October 18.
Good but not as good as some of his others.
Six reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

CALIFORNIA: Tim McCoy — 60%. October

7-8. Good historical Western feature. Held aver-
age up with the McCoy features. Five reels. — -
Tom Foster, Star theatre, Stanley, Wis. — Small
town patronage.

VALENCIA: Mae Murray — 50%. Fair pro-
gram only. — W. P. Hamilton, Mission theatre,
Dalhart, Tex. — Small town patronage.

WAR PAINT: Tim McCoy — 18%. September
23-24. Good Indian fighting show and this was
our first with McCoy. The show in itself is good
but producers use so many rotten words that it
only makes the ladies blush. With these bad words
left out it would have been a No. 1 show and we
could face the gang coming out. Six reels. — -
Rudolph Duba, Royal theatre, Kimball, S. D.—
General patronage.

UPSTAGE : Norma Shearer — 5%. October 27.
Had this booked for October 26 but Minneapolis
is too far to call over there and they just slipped
their mind on this and did not ship it out on
time and of course it arrived too late and we had
to play it on our off night and the business was
very poor, but no fault of the picture. Six reels.
—Rudolph Duba, Royal theatre, Kimball, S. D.—
General patronage.

THE FAIR CO-ED Marion Davies — October
23-24. This one gave general satisfaction. — Ivy
D. Arnold, Cresco theatre, Creeco, la. — General
patronage.

THE BIG PARADE: John Gilbert — Good war

picture with wonderful stars. Good box office
attraction but “Ben Hur” beats it. Thirteen
reels. — Mrs. Richard A. Preus6, Arvada theatre,
Arvada, Col. — Small town patronage.

THE BIG PARADE: Special cast — Big and
good but overestimated by Metro. Worth about
half that much Metro is asking. Fair business.
Twelve reels. — R. C. Metzger, Cozy theatre, Wag-
ner, S. D. — General patronage.

THE BIG PARADE: Special cast — Played four
days and made expenses. Picture does not merit
the price asked. Expected a lot of comments and
praise, but did not receive a single one. It’s
good and undoubtedly the best war story to date,
but people have 6een so many war stories it’s
difficult to distinguish one battle from another.
Twelve reels. — L. L. Bascom, Liberty theatre,
Dayton, Wash.

TELL IT TO THE MARINES: Lon Chaney—
October 16-17. An exceedingly good picture.
Pleasing in every way. No gruesome character
stuff by Chaney, but straight character role, and
it sure clicks. If you haven’t bought it, better
take it on and redeem some of the patronage lost
on Chaney’s gruesome pictures. Ten reels. — E. C.
Potter, Firemen’s theatre. New Hampton, la. — -
Neighborhood patronage.

THE FRONTIERSMAN: Tim McCoy— A big
flop at the box office. Beautiful weather. No
buckings and we got no business. Six reels. —
Mrs. Richard A. Preuss, Arvada, Col. — Small
town patronage.

MOCKERY : Lon Chaney — Just too bad that

Chaney is getting these misfits. The Chaney fans
will stand for a few of them but we noticed the
absence of a lot of the regulars. — Harry M.
Palmer, Riviera theatre, Anderson, Ind. — General
patronage.

HEAVEN ON EARTH: Nagle — Adoree — Octo-
ber 28. A good program picture. — Bert Silver,
Silver Family theatre, Greenville, Mich. — Gen-
eral patronage.

TILLIE THE TOILER: Special ca6t — Good
picture of the snappy variety comedy-drama.
Only a program. — R. C. Metzger, Cozy theatre,
Wagner, S. D. — General patronage.

ADAM AND EVIL: Special cast — What the
ladies term “an awfully cute picture,” for a pro-
gram picture. We highly recommend it. Seven
reels. — B. V. McDougald, Amuse-U theatre,
Montieello, Ark. — General patronage.

THE UNKNOWN: Lon Chaney — More good
acting by Chaney but this type of picture does
not please my folks. Business very poor. — W. H.
Hardman, Royal theatre, Frankfort, Kan.— Small
town patronage.

Paramount

CHANG: Special cast — 66%. October 26-27.
Give Paramount credit for bringing something
very unusual to the screen. It’s wonderful.
Every school child in our country should see this.
A complete course in zoology in one night. Did
not click very strong at the box office, after a
stiff advertising campaign. Can’t understand
why it failed. Eight reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

CHANG: Special cast — October 17- 1'8. Marvel-
ous production that reflects much credit to its
producers. Something different from the ordinary
run of pictures. Seven reels. — B. V. McDougald,
Amuse-U theatre, Montieello, Ark — General pat-
ronage.

CHANG: Special cast — A wonderful animal

picture. Did not do the business it should have.
— Ernest Vetter, Majestic theatre, Homer, Mich. — -
Small town patronage.

THE WHIRLWIND OF YOUTH: Lois Moran
— 75%. This is the last picture on which I will
report as theatre manager after 25 years in the
game. It is not a big picture but went well with
our crowd. Donald Keith was good. Story is
dragged over too much time to make it hold in-
terest.— Ben L. Morris, Temple theatre, Bellaire,
O. — General patronage.

THE POPULAR SIN : Special cast — 70%. Oc-
tober 29. Didn’t please half of our patrons. It is
a fair picture and might go on an off night.
Doesn’t have enough comedy relief or action.
Seven reels. — Paul B. Hoffman, Legion theatre,
Holyrood, Kan. — Small town patronage.

LET IT RAIN : Special cast — 87%. October
19-20. A very pleasing picture that certainly
made a hit. It is a fast action comedy that kept
them on the edge of their seats. I believe the
technicolor at the end is a little too vivid for
use. Seven reels. — Paul B. Hoffman, Legion thea-
tre, Holyrood, Kan. — Small town patronage.

LET IT RAIN : Douglas MacLean — Here is a
clear case of “laugh convulsion.” Our patrons
nearly laughed themselves sick over this comedy.

Seven reels. — Giacoma Brothers, Crystal theatre.
Tombstone, Ariz. — General patronage.

AFRAID TO LOVE: Special cast— 52%. Oc-
tober 20. A good comedy drama that pleased
everybody. Seven reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General pat-
ronage.

AFRAID TO LOVE : Florence Vidor — A good
program picture that seemed to please. Six
reels. — B. V. McDougald, Amuse-U theatre,
Montieello, Ark. — General patronage.

THE POTTERS: W. C. Fields— 60%. October
25. A good program picture. Very true to life.
Not much drawing power. Seven reels. — Robert
K. Yancey, Bonny theatre, Mansfield, Mo. — Gen-
eral patronage.

WE’RE ALL GAMBLERS: Thomas Meighan—
73%. October 28-29. If they don’t get Meighan
a good story soon he will have to start singing
his “Swan Song.” Have had three of his in a
row that were decidedly mediocre. I can re-
member the time when his name out in front
spelled money in my till ; but not now. Seven
reels. — E. M. Biddle, Strand theatre, Paoli, Ind. —
Small town patronage.

LONDON : Dorothy Gish — 27%. October 13.
Poor for Dorothy Gish. She can do better. Six
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

CABARET: Gilda Grey — 70%. October 25.
This is about average entertainment. Type of
story not liked by local fans. Seven reels. —
E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

THE CAT’S PAJAMAS: Betty Bronson— 54%.
October 29. A dandy program picture that
pleased just about all who came to see it. Six
reels. — Clarence E. Hopkins, The Hopkins theatre.
Cotter, Ark. — Small town patronage.

THE CAT’S PAJAMAS: Betty Bronson — 45%.
October 18. Good picture, but has no drawing
power. It’s the kind the ladies like. Beautiful
clothes and settings. Seven reels. — Robert K.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

GOD GAVE ME TWENTY CENTS: Special
cast — 63%. October 16. A very good picture.
One everyone will like. Seven reels. — Mrs. Hulda
J. Green, Gem theatre, Greenriver, Utah. — General
patronage.

MANTRAP: Clara Bow — 60%. October 21-22.

Don’t see why they have to match Clara up with
older stars. She should be in peppy pictures
with young stars and if they want to kill her in
my town just give me another one of these. On
top of it I had a rotten film and had several
stops. Six reels. — W. R. Boughn, Jr., Sun thea-
tre, Walthill, Neb. — General patronage.

MANTRAP: Clara Bow — A very good picture
but poor business. — Ernest Vetter, Majestic thea-
tre, Homer, Mich. — Small town patronage.

IT’S OLD ARMY GAME: W. C. Fields— 30%.
It’s the bunk. How can a man permit himself
to be cast in such a trifling piece of junk ? “If
it’s a Paramount picture, it’s the best show in
town.” That stuff is costing Paramount plenty
of money, but it won’t cost me any more after
this contract. Aspirin is right. Seven reels. —
G. Carey, Strand theatre, Paris, Ark. — General
patronage.

ROLLED STOCKINGS: Junior Stars of 1927
— 70%. My patrons pronounced this the best
picture of college life they have seen. Louise
Brooks is fine. Seven reels. — E. A. Rhoades,
Grand theatre. Story City, la. — Small town pat-
ronage.

ROLLED STOCKINGS: Junior Stars of 1927
— October 14. A fine picture. Sure is well di-
rected, well acted and good photography. We
want more like this one. Seven reels. — Wade H.
Kerr, Community theatre, Spiceland, Ind. — Gen-
eral patronage.

ROLLED STOCKINGS: Special cast— A good
clean comedy drama. — Ernest Vetter, Majestic
theatre, Homer, Mich. — Small town patronage.

HOLD THAT LION: Douglas MacLean— 25%.
October 29. This comedy drew more laughs than
any since “We’re in the Navy Now.” Heavy rain
kept percentage down. Six reels. — O. M. Rolo,
High School theatre, Sun City, Kan. — Small town
patronage.

HOLD THAT LION: Douglas MacLean— 20%.
October 12. Not much to this one but I tied up
with the junior school class and the kiddies 6ure
made them buy the tickets and come. Seven
reels. — Rudolph Duba, Royal theatre, Kimball, S.
D. — General patronage.

LOVE ’EM AND LEAVE ’EM: Louise Brooks
— 60%. October 19-20. Good picture, although I
have seen better from Louise. Just another pro-
gram picture. Seven reels. — W. R. Boughn. Jr.,
Sun theatre, Walthill, Neb. — General patronage.

54

EXHIBITORS HERALD

November 12, 1927

EVERYBODY’S ACTING: Betty Bronson— 6%.
September 27. Very good offering for a program
but no one came so what is the use to stick out
Paramount photos when they don’t care to come
to see the show? Well we just have to get out
and hustle some other magnet to bring them to
the theatres. Seven reels. — Rudolph Duba, Royal
theatre, Kimball, S. D. — General patronage.

THE WORLD AT HER FEET: Florence Vidor
- — 58%. October 22. This failed to draw as it
should have due to poor service on advertising.
The picture is not good for Saturday nights but
is a very good program picture. Six reels. —
Paul B. Hoffman, Legion theatre, Holyrood, Kan.

- — Small town patronage.

THE KID BROTHER: Harold Lloyd— 100%.
October 21-22. With regular programs at 10 and
25 cents, we ran this two nights at 25 and 40
cents and had the first real crowds we have had
in many, many months. As the Lloyd pictures
always do here, this pleased our crowd immensely.
Eight reels. — Clarence E. Hopkins, The Hopkins
theatre. Cotter, Ark. — Small town patronage.

NEW YORK: Special cast— 42%. October 6.
Good. Seven reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

THAT’S MY BABY: Douglas MacLean— 18%.
Not nearly as good -as “Let It Rain.” Seven
reels. — O. M. Rolo, High School theatre. Sun
City, Kan. — Small town patronage.

VARIETY : Emil Jannings — 55%. Advertised
“No Children under 15 allowed unless accom-
panied by parents” and it packed the house and
had them standing up. The picture is there, too.
Fine acting. Wonderful acrobatic stuff. Six
reels. — J. H. MacDonald, Wiley theatre, Wiley
Col. — Small town patronage.

THE CANADIAN: Thomas Meighan — 40%.
October 9. A very good title and a very good
star wasted around one shack on the Canadian
desert. No cast. Tom and a girl and her
grandpa do it all, and the big howl is eight
reels. Goodby somebody. Eight reels. — Rudolph
Duba, Royal theatre, Kimball, S. D. — General
patronage.

THE ENCHANTED HILL: Jack Holt— 45%.
September 21. Eight reels. — 0. M. Rolo, High
School theatre. Sun City, Kan. — Small town pat-
ronage.

SWIM GIRL SWIM: Bebe Daniels— Bebe looks
like Harold Lloyd in this and she sure caused as
many laughs as he does. Seven reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col.
— Small town patronage.

BEAU GESTE : Special cast — Very good pro-
duction, but they didn’t come to see it. Flopped.
Nine reels. — Mrs. Richard A. Preuss, Arvada thea-
tre, Arvada, Col. — Small town patronage.

THE ROUGH RIDERS: Special cast— Very
good, indeed, but in view of it being another war
picture our patrons steered clear. The market is
so flooded with war pictures that the public is
apparently bored. Ten reels. — B. V. McDougald,
Amuse-U theatre, Montieello, Ark. — General pat-
ronage.

THE ROUGH RIDERS: Special cast — Drew a
mixed patronage, but it was slim lot too. Ralph
Forbes very good. Nine reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small town
patronage.

THE ROUGH RIDERS: Special cast— Good,
but not so big as to command the price of a
super special. An admission of 35 cents should
be top and not 50 cents. Ten reels. — R. C.
Metzger, Cozy theatre, Wagner, S. D. — General
patronage.

THE ROUGH RIDERS: Special cast — Seems
to me that some eminent critic — perhaps 'twas
P. S. Harrison — remarked that this picture should
prove a great box office attraction. For us it
was anthing but. We couldn’t even stir up any
enthusiasm. Lots of them never even heard of
the Spanish-Ameriean War. — Harry M. Palmer,
Riviera theatre, Anderson, Ind. — -General patron-
age.

UNDERWORLD: George Bancrofts— Here is a
title that didn’t appeal to our patrons. Lost us
money, but this is a wonderful heart throb crook
picture with excellent acting. Eight reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Col.
— Small town patronage.

THE TELEPHONE GIRL: Special cast— Oc-
tober 28. Not a strong picture but will pass.
About one good thrill in it. Six reels. — Wade H.
Kerr, Community theatre, Spiceland, Ind. — -Gen-
eral patronage.

MANPOWER: Richard Dix — October 21. Can’t
beat this kind. Dix a sure fire hit. All smiles
after this one. Six reels. — Wade H. Kerr, Com-
munity theatre, Spiceland, Ind. — -General patron-
age.

DRUMS OF THE DESERT: Warner Baxter —

September 30. Very good. Patrons liked this
one fine. Six reels. — Wade H. Kerr, Community
theatre, Spiceland, Ind. — General patronage.

SENORITA: Bebe Daniels — October 7. Excel-
lent. Bebe does the impossible but this pleases.
Seven reels. — Wade H. Kerr, Community theatre,
Spiceland, Ind. — General patronage.

PARADISE FOR TWO: Richard Dix— They
all liked this. Dix is nearly always seen in a
good picture. Six reels. — Giacoma Brothers, Crys-
tal theatre. Tombstone, Ariz. — General patronage.

RUBBER HEELS: Ed. Wynn— October 21.
Had I marked a percentage figure on this “opus”
it would undoubtedly have been 100. But this
would only mean that 100 per cent or more, the
“more” meaning that nearly doubly disapproved
of it. But I can’t agree with a certain brother
exhibitor who classed this as “a piece of cheese.”
I like cheese too well to make any such compari-
son. While the star’s name is Wynn, he didn’t
Wynn any additional fame as a comedian in this
misfit and from the expression on the faces of the
supporting cast, it was easy to see that they
realized they were being foolish and silly without
in the least being funny. If there is a com-
munity anywhere in America that can furnish
an audience giving this picture 10 percent
approval, I would like to visit that particular
community for a few days, just to broaden my
horizon and enlarge my vision. However, I can’t
believe there is such a community. Neither can
I believe that Paramount did not know that this
was a half ripe lemon. Still, the rental on same
would seem to indicate that they regarded it
above the ordinary. Six reels. — Peter Bylsma,
Victory theatre, Napoleonville, La. — Small town
patronage.

IT: Clara Bow — September 23. Expected too
much of this picture. Was good but we did not
get the crowd. Seven reels. — Wade H. Kerr,
Community theatre, Spiceland, Ind. — General pat-
ronage.

IT: Clara Bow — October 23-24. A clever lit-
tle program picture, but I would like to know
what there is in it to justify anyone to rate it as
a special, except the price. I found that it drew
all the flappers who were apparently drawn in
the hope that they would learn some new tricks,
whereas most of the Old Hens kept their Roosters
at home in fear that the Old Meal Tickets might
discover that they lacked "It.” Seven reels. —
Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

IT: Clara Bow — A dandy entertainment.

Pleased all the folks. — W. H. Hardman, Royal
theatre, Frankfort, Kan. — Small town patronage.

THE CAMPUS FLIRT: Bebe Daniels— Very
good, lots of good clean comedy. Seven reels. —
G. E. Widger, lone theatre, lone. Wash. — Gen-
eral patronage.

THE CAMPUS FLIRT: Bebe Daniels— very
good. The women call it cute, which settles all
argumens as to its merit. Seven reels. — R. C.
Metzger, Cozy theatre, Wagner, S. D. — General
patronage.

THE CAMPUS FLIRT: Bebe Daniels— A very
good college picture. Business not up to expecta-
tions.— Ernest Vetter, Majestic theatre, Homer,
Mich. — Small town patronage.

FORLORN RIVER: Jack Holt — A very good
Western feature picture. It dissappointed the
readers of the book as it did not follow the
story very closely. — Ernest Vetter, Majestic thea-
tre, Homer, Mich. — Small town patronage.

Pathe-PDC

HARP IN HOCK: Special cast — 15%. October
25. This is a splendid picture. The stars great.
A good story comes nearer being a special than
a lot we have paid special rental for. Satisfied
about 50 percent. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

NO CONTROL: Phyllis Haver— 77%. October
22. Very good comedy. They all left with a
smile. Six reels. — H. S. Boyd, Community thea-
tre, Woodbury, Conn. — Small town patronage.

PALS IN PARADISE: Special cast— 40%.
Very pleasing here. Clean drama of West with
plenty of comedy. Seven reels. — G. Carey, Strand
theatre, Paris, Ark.— General patronage.

PALS IN PARADISE: Special cast — October
19-20. Here is a nice program picture that
should go over o.k. in the smaller towns. Six
reels. — B. F. Wingeler, Liberty theatre, Tremon-
ton, Utah. — General patronage.

THE BONZANA BUCKAROO: Buffalo Bill,
Jr. — 55%. This picture was certainly a surprise.
Didn’t look for either much of a picture or a
crowd and got both. Lots of comedy in this
that will appeal to small town patronage and will
please majority of Western fans. Five reels. —

J. H. MacDonald, Wiley theatre, Wiley, Col. —
Small town patronage.

THE COUNTRY DOCTOR: Rudolph Schild-
kraut — An excellent small town picture. Try to
get the older people out, they will enjoy it most.
A tribute to the pioneer doctor. Seven reels. —
L. L. Bascom, Liberty theatre, Dayton, Wash.

THE COUNTRY DOCTOR: Rudolph Schild-
kraut — A real classic and a very good one. Did
not draw good. Poor photography in print we
had. Eight reels. — Mrs. Richard A. Preuss, Ar-
vada theatre, Arvada, Col. — Small town patron-
age.

CORPORAL KATE: Vera Reynolds — This pic-
ture pleased. It is a war story gotten up in good
shape. — W. H. Hardman, Royal theatre, Frank-
fort, Kan. — Small town patronage.

CORPORAL KATE: Vera Reynolds — October
23-24. A real good little entertainer, having the
novel twist of featuring the women in the World
War. Comedy, pathos and romance were there
in just about the right quantities to make it a
well balanced picture. Seemed to meet with the
approval of all of my patrons', which should give
it 100 percent rating. Eight reels. — -Peter Bylsma,
Victory theatre, Napoleonville, La. — Small town
patronage.

THE REJUVENATION OF AUNT MARY:

Special cast — Pleased mildly. Will get by — that’s
all. — L. L. Bascom, Liberty theatre, Dayton,
Wash.

WHITE GOLD: Jetta Goudal — Did not please
10 per cent of the crowd. — W. H. Hardman,
Royal theatre, Frankfort, Kan. — Small town pat-
ronage.

FIGHTING LOVE: Jetta Goudal — -Did not get
over well — certainly not a kid picture. Seven
reels. — Giacoma Brothers, Crystal theatre, Tomb-
stone, Ariz. — General patronage.

NO MAN’S LAW : Rbx — Not up to Rex’s usual
standard. It failed to get the business. — Ernest
Vetter, Majestic theatre, Homer, Mich. — Small
town patronage.

ALASKAN ADVENTURES: Art Young — A
good educational picture. Pleased those who
came out for it, but not many were interested
enough to come. Six reels. — G. E. Widger, lone
theatre, lone. Wash. — General patronage.

United Artists

TOPSY AND EVA: Duncan Sisters— 60%.
October 7-8. Clever titles, good work by Topsy
but just comedy. All those people who saw the
play didn’t like the picture. Sure to please the
kids. Eight reels. — E. A. Rhoades, Grand theatre.
Story City, la. — Small town patronage.

A NIGHT OF LOVE: Banky-Colman— 50%.
October 30. This is a big special. Both stars
great. Fine cast. An entertaining picture. Gave
satisfaction here to about a 50 per cent business.
- — Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

THE WINNING OF BARBARA WORTH:
Special cast — 100%. Consider this the best pic-
ture run in our theatre this year. The picture
was good and as everyone had read the book it
helped the box office score. I have just finished
reading a report on this picture from N. M.
Emmons, Eagle theatre. Eagle River, Wis., and it
makes me sore. He said it was absolutely the
poorest thing shown in many a day. If it was
he must show some mighty fine pictures, but I’ll
bet he slips in a bum one once in a while that
he can’t help. Either he paid too much for this
and is panning the picture to get even with the
company, or he wrote his reports after he had
had a long night out and woke up sore at the
world. A report like this is unfair to the com-
pany and the other exhibitors. We use the
HERALD reports in our buying and look for
several on a picture before we pass judgment, so
if you have not run this picture look up some
other reports before you turn it down. I ruined
our house records and had a world of favorable
comment and was not ashamed to stand in the
door when the crowd left. I have not been re-
porting on pictures lately as I am on the old
block yet and when it comes to buying 100 per
cent from any one company will not until I am
clear out of pictures. I think the block booking
is unfair all the way through. In the middle
size towns one producer’s would not be enough
and what could you do with two different pro-
ducers’ entire product. They all make pictures we
want to use and they all make some which will
not fit your particular town. But above all let’s
be fair in our reports and not cuss a good pic-
ture unless it deserves it. We all want to see
reports on the new pictures so when you run one
tell us how it treated you and the rest of us will
be benefited accordingly. — John Cosner, Sun thea-
tre, Sargent, Neb. — Small town patronage.

November 12, 1927

EXHIBITORS HERALD

55

RICHARD THE LION HEARTED: Wallace
Beery — 44%. October 23. A very good picture to
run on a Sunday as we did. It’s old but is
interesting. Eight reels.— -Mrs. Hulda J. Green.
Gem theatre, Greenriver, Utah. — General patron-
age.

AMERICA: Special cast — 77%. October 9.
This is an old picture but very good. Eleven
reels. — Mrs. Hulda J. Green, Gem theatre. Green-
river, Utah. — General patronage.

RESURRECTION : Special cast — This picture
has a title that draws, but has some very bad
passion scenes. If your audience rebels against
such scenes as ours did, it’s better not to play it.
Eight reels. — L. L. Bascom, Liberty theatre. Day-
ton, Wash.

THE ONLY WAY: Martin Harvey— We lost
money on this picture due to the weather and
poor drawing cast. Yet we had many critics tell
us it was the best picture they had seen in a year.
We say so ourselves. An ideal Sunday picture.
Buy it reasonable and put extra effort behind
your advertising. A story that has more thought
and literature than two dozen average “Made in
America” pictures and I’m not English either.
Many directors could take a post graduate course
in reviewing this adaption of Charles Dickens “A
Tale of Two Cities.” Eight reels. — L. L. Bas-
com, Liberty theatre, Dayton, Wash.

Universal

THE CAT AND CANARY: Laura LaPlante—
85%. October 20-21. This picture is all Universal
claims for it. Boost it strong, fix up your theatre
spooky, have weird music and stand at the door
and watch them come out. The reaction will
surprise you. Every actor in this picture does
wonderful work. Fine business for Thursday and
Friday. Eight reels. — E. A. Rhoades, Grand thea-
tre, Story City, la. — Small town patronage.

THE CHINESE PARROT: Special cast— 69%.
October 8. Fair mystery story. No complaints
but nothing to rave over. Eight reels. — H. S.
Boyd, Community theatre, Woodbury, Conn. —
Small town patronage.

THE CHINESE PARROT: Hobart Bosworth—
Good mystery picture. Glad we bought Universal
service, it’s great. Seven reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — -Small town
patronage.

THE CLAW : Norman Kerry — 9%. September
28. Dandy good and interesting entertainment.
Small crowd so no records were broken, but it was
different and good show. Sorry we can’t get
them out with anything anymore. Six reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

WILD BEAUTY: Rex— 85%. October 29. Ex-
cellent picture, many comments. Six reels. — H. S.
Boyd, Community theatre, Woodbury, Conn. —
Small town patronage.

WILD BEAUTY : Rex — Good horse picture
that brought them in. Universal’s got the pic-
tures.—Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — Small town patronage.

MEN OF DARING: Jack Hoxie— 45%. October
18-19. Here is a real big Western and is worth
showing. Although no special it is all right for
regular program. — A. J. W. Koehler, Koehler
theatre, Uehling, Neb. — General patronage.

MEN OF DARING: Special cast — Good West-
ern, but not a special. A good picture anywhere
and especially for South Dakota. Many scene
shots taken in the Black Hills. — R. C. Metzger,
Cozy theatre, Wagner, S. D. — General patronage.

COMBAT: House Peters — 43%. Seven reels. —
O. M. Rolo, High School theatre. Sun City, Kan.
—Small town patronage.

ARIZONA SWEEPSTAKES: Hoot Gibson—
50%. Six reels. — O. M. Rolo, High School theatre.
Sun City, Kan. — Small town patronage.

ARIZONA SWEEPSTAKES: Special cast— Not
much to this. Hoot. I call it poor. Seven reels.
— Julius W. Schmidt, Grand theatre, Breese, 111.
— General patronage.

CHIP OF THE FLYING U: Hoot Gibson—
100%. October 29. Not much Western to it.
Mostly comedy all through. Very good. — Robert
K. Yancey, Bonny theatre, Mansfield, Mo. — -Gen-
eral patronage.

CHIP OF THE FLYING U: Hoot Gibson—
A real Western with Hoot and Weary going
strong. Hoot is a good card for us and we can
always buy a steak for our next meal when we
play him. Seven reels. — B. F. Wingeler, Liberty
theatre, Tremonton, Utah. — General patronage.

BACK TO GOD’S COUNTRY: Renee Adoree
30%. November 25-26. A fine picture that
pleased all who saw it. Don’t be afraid to boost
it. Good title and acting. Increased our mid-

Born to Theatre Business,
Putnam Claims Title of
“Youngest Exhibitor”

FRED W. PUTNAM

BORN to the theatre. That is
literally true of Fred W. Put-
nam, new manager of the Strand
at Port Arthur, Texas. His birth-
place was in the Putnam home
above his father’s Variety theatre
at Richmond, Va.

It is not to be wondered at, then,
that Fred got into the theatre busi-
ness when only 14 years old. He
played the traps and doubled in
small parts at the famous theatre.
When his father sold out, however,
he became an usher at the late Jake
Wells’ Bijou. He became manager
of the Strand there, next the Colo-
nial, opened the Victor, assumed
the managership of the Rex at Hen-
dersonville, N. C., returned to the
Colonial, and then transferred to
the Jefferson Amusement Com-
pany’s Liberty at Beaumont, Texas.
His latest move was to the Port
Arthur Strand.

“Fritz” Putnam, with 14 years of
theatre experience, credits Harry
Bernstein of the Mosque theatre at
Richmond for his training as a
manager.

week business with it. Six reels. — R. D. Young,
Rex theatre, Montezuma, Ind. — General patronage.

ROLLING HOME: Reginald Denny— 48%.

Seven reels. — O. M. Rolo, High School theatre.
Sun City, Kan. — Small town patronage.

ROLLING HOME: Special cast — Very good.
Eight reels. — Julius W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

ROUGH AND READY: Jack Hoxie— 40%. Not
Hoxie’e best by any means. — G. Carey, Strand
theatre, Paris, Ark. — General patronage.

THE BUCKAROO KID: Hoot Gibson— 70%.
October 29. Would recommend this picture as a
good entertainment picture. Most of the patrons
seemed well pleased. — F. A. Reiss, Strand theatre,
Orrin, N. D. — General patronage.

RED HOT LEATHER: Jack Hoxie— 10%.
October 19. One of Hoxie’s better pictures, but
that does not mean much. Good for small town.
Five reels. — Rudolph Duba, Royal theatre, Kim-
ball, S. D. — -General patronage.

RED HOT LEATHER: Jack Hoxie— A -good
Western. Six reels. — Julius W. Schmidt, Grand
theatre, Breese, III. — General patronage.

PRISONERS OF THE STORM: House Peters
■ — 15%. October 7. Dandy picture with House
Peters. House is always good and these kind of
stories should please everywhere. Six reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

RANGE COURAGE: Fred Humes — 50%.

October 29. A good action picture. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

HERO ON HORSEBACK: Hoot Gibson— 55%.
October 8-9. Hoot, oh where did you get that
girl. This is getting to be Hoot himself again.
A real one. Six reels. — -A. J. W. Koehler, Koehler
theatre, Uehling, Neb. — -General patronage.

THE PHANTOM OF THE OPERA: Lon
Chaney — 64%. — O. M. Rolo, High School theatre.
Sun City, Kan. — Small town patronage.

PAINTING THE TOWN: Glenn Tryon — A
dandy picture. Heard more favorable comments
than on several big socalled specials. This is
my first report on any picture. Have been in
business 13 years. Six reels. — J. T. Anderson,
Plankinton Opera House, Plankinton, S. D. — Small
town patronage.

PAINTING THE TOWN: Glenn Tryon—
October 30-31. An exceedingly good feature com-
edy. Some of the titles are a little too suggestive,
but the people seem to get a laugh out of them.
Six reels. — E. C. Potter, Firemen’s theatre. New
Hampton, la. — Neighborhood patronage.

SILK STOCKINGS: Laura LaPlante— Box

office and management happy. Sure did draw.
Good appeal. Seven reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small town
patronage.

THE GOOSE WOMAN: Special cast — -Very
good, brothers ! These are few and far between.
Eight reels. — Julius W. Schmidt, Grand theatre,
Breese, 111. — General patronage.

DARING DAYS: Special cast — It’s good. Five
reels. — Julius W. Schmidt, Grand theatre, Breese,
111. — General patronage.

HIS PEOPLE: Special cast — A very good pic-
ture of its kind. But these Jew pictures don’t
go here. Ten reels. — Julius W. Schmidt, Grand
theatre, Breese, 111. — General patronage.

Warner Bros.

THE BLACK DIAMOND EXPRESS: Monte
Blue— 91%. October 8. This is a good picture.
Near house record. Boost it, they will like it.
Seven reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

THE BLACK DIAMOND EXPRESS: Monte

Blue 75%. Just about as good as they make

the railroad stories and in a time when business
is the worst in our history this picture got a
fair crowd and they all liked it. Had good and
natural characters in it. — Ben L. Morris, Temple
theatre, Bellaire, O. — General patronage.

A SAILOR’S SWEETHEART: Special cast—
35%. October 28-29. No good. Thought Warn-
ers were going to give some real ones. “Jaws of
Steel” was fine, also “The Bush Leaguer, but
this is a flat one. No business. Fine weather
which should have grossed twice as much. Six
reels.— R. D. Young, Rex theatre, Montezuma,
Ind. — General patronage.

SEVEN SINNERS: Marie Prevost — 25%. Too
slow. Did not please our Prevost fans. Six
reels. — g. Carey, Strand theatre, Paris, Ark. —
General patronage.

SIMPLE SIS: Special cast— 68%. October 22.
A good comedy. Not as much as you would ex-
pect from the cast but makes it up in thrills
and suspense. Seven reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

SIMPLE SIS: Fazenda— Cook— Louise Fazenda
is good but Clyde Cook does not have the ap-
pearance for a comedy type of hero. He does
not get the sympathy with his foolishness and
hard luck. The picture is just an ordinary
comedy drama that i6 dragged out in places. —
Ben L. Morris, Temple theatre, Bellaire, O. —
General patronage.

DON JUAN: John Barrymore— 50%. October
23-24. It’s a good picture but not for a small
town. As far as I am concerned Barrymore is
the most polished actor on the screen today but
you can't get small town people to believe it.
Very good story -and good print, but never any
more Barrymores after my next one as he doesn’t
make the box office click. Ten reels. — W. R.
Boughn, Jr., Sun theatre, Walthill, Neb. — Gen-
eral patronage.

THE HONEYMOON EXPRESS: Special cast
— 25%. Too long. Ordinary program. — G. Carey,
Strand theatre, Paris, Ark. — General patronage.

56

EXHIBITORS HERALD

November 12, 1927

THE GOLDEN COCOON: Special cast — 46%.
October 15. Good picture, but nothing to brag
about. Seven reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

THE COLLEGE WIDOW: Dolores Costello-
Just another football picture. Possibly a shade
better than most of them. One of them is tonic
for the program but after that they possess no
drawing power. — Harry M. Palmer, Riviera the-
ater, Anderson, Ind. — General patronage.

THE NIGHT CRY: Rin-Tin-Tin— One right
good dog picture. Seven reels. — G. E. Widger,
lone theatre, lone. Wash. — General patronage.

State Rights

GOD’S GREAT WILDERNESS: Lillian Rich—
40%. October 2. Dandy picture. Different from
all others and that is saying a lot. Made a
little talk all over the town the next day, and
it sure struck back home to every one's mind
that saw it. Six reels.- — Rudolph Duba, Royal
theatre, Kimball, S. D. — General patronage.

TUNNEY-DEMPSEY FIGHT: The pictures
are the clearest and finest I have ever seen of a
fight, and they will pull in a lot of tightwads
that you didn’t even know lived in your town.
Three reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

Serials

THE HOUSE WITHOUT A KEY: (Pathe)—
A good serial that was slow in getting started
but is going fine on Chapter 5. Two reels. — -
Mrs. Hulda J. Green, Greenriver, Utah. — Gen-
eral patronage.

Short Subjects

EDUCATIONAL

ALL FOR UNCLE: Special cast — Excellent
comedy, many laughs. Two reels. — H. S. Boyd,
Community theatre, Woodbury, Conn. — Small
town patronage.

WIRELESS LIZZIE: Walters Hiers — Just

about average. Hiers not a favorite here. Two
reels. — H. S. Boyd, Community theatre, Wood-
bury, Conn. — Small town patronage.

F B O

THE BELOVED ROUGE: Beauty Parlor

Series — The beet to date. Step on this one, book
it with a special feature and raise admission.
Two reels. — Mrs. Richard A. Preuss, Arvada,
theatre, Arvada, Colo. — Small town patronage.

THE CITY BOY : This series of “Wisecrack-
ers” is again little better than “Fighting Hearts”
and this one was a No. 1. Two reels. — Rudolph
Duba, Royal theatre, Kimball, S. D. — General
patronage.

HOLD TIGHT : Two Fat Boys — The second
best we have shown this year. Two reels. —
A. K. Haynes, Community theatre. Razor, Tex.

MICKEY’S PALS: Our Gang — A new gang
of kids that’s a number one. Two reels. — Mrs.
Richard A. Preuss, Arvada theatre, Arvada, Colo.
— Small town patronage.

PIKES PIQUE: Alberta Vaughn — Another

good one of “The Adventures of Maizie.” Two
reels. Mrs. Hulda J. Green, Greenriver, Utah. —
General patronage.

TEA FOR TOOMEY : Alberta Vaughn — This
is a good one but Kit Guard is left out. Two
reels. Mrs. Hulda J. Green, Greenriver, Utah.
• — 'General patronage.

THE VULGAR YACHTSMAN: A real good
one that brings many laughs. Two reels. — A. K.
Haynes, Community theatre, Razor, Tex.

WANDERERS OF THE WAISTLINE: Three
Fat Men Not their best, but at that they always
get the laughs. Two reels. — Mrs. Richard A.
Preuss, Arvada theatre, Arvada, Col. — Small txiwn
patronage.

WHAT PRICE DOUGH: Two Fat Boys— The
best one I have shown in many moons. These
fat boys sure do make some real comedies. Laughs
continued several days after this one. Two reels.
— A. K. Haynes, Community theatre. Razor, Tex.

WILD ROOMER: Charlie Bowers — Poorest

Bowers comedy yet. Not worth postage here.
Two reels. — G. Carey, Strand theatre, Paris, Ark.
— General patronage.

FOX

OLD FLAME: Leslie Fenton — Not so much to
this one. The feature I played with it had more

60,000 Seats Available
For 90,000 Citizens

( Special to the Herald)

SCHENECTADY, Nov. 8.—
This city can well claim that its
citizens are “Champeen” motion
picture goers. The city has a
population of 90.000, and it is fig-
ured that there are 60,000 seats
available in the city each day for
patrons of motion picture thea-
tres.

The figures were compiled by
one of the city’s theatre manag-
ers, and were arrived at by taking
into consideration the number of
shows screened each day; that is,
if a theatre has 1,000 seats and
has three shows daily, it is com-
puted that this theatre offers 3,000
seats daily. The houses all seem
to be doing well these days, in
spite of the large number of seats
available.

hearty laughs than this comedy. Two reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

ROSES AND RUSES: Frank Sipperly — Good
comedy, but this stuff doesn’t make them laugh
any more. They have to see a real funny face,
which Sipperly has, but as soon as he got off
the screen the laughs vanished. Two reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

PARAMOUNT

HOOT MON : A very good comedy. — Ernest
Vetter, Majestic theatre, Homer, Mich. — Small
town patronage.

NO PUBLICITY: Just fair. Two reels.—
Wade H. Kerr, Community theatre, Spiceland,
Ind. — General patronage.

PARAMOUNT NEWS: Have used one for
each program. All very good. One reel. — Wade
H. Kerr, Community theatre, Spiceland, Ind.-
General patronage.

A SHORT TAIL: A novelty film. Don’t ad-
vertise as a comedy. Did not take well with
majority. Two reels. — Wade H. Kerr, Commu-
nity theatre, Spiceland, Ind. — General patronage.

SHORT SOCKS, ROW, SAILOR, ROW, DOC-
TOR QUACK, FRENCH FRIED: All very good.
Lots of laughs. Two reels. — Wade H. Kerr,
Community theatre, Spiceland, Ind. — General pat-
ronage.

PATHE

AESOP FABLE: Have run four of these and
everyone likes them. One reel. — Mrs. Hulda J.
Green, Greenriver, Utah. — General patronage.

AESOP’S FABLES: Very good filler in with
a little touch of comedy to take away the bad
taste after a bad feature. — W. R. Boughn, Jr.,
Sun theatre, Walthill, Neb. — General patronage.

FOOTBALL SENSE: Very good to show dur-
ing football season. Tie up with your high school
coach. Interesting for anyone to see. — W. R.
Boughn, Jr., Sun theatre, Walthill, Neb. — Gen-
eral patronage.

ICE COLD COCOS: Billy Bevan — Very good.
Two reels. — Mrs. Hulda J. Green, Greenriver,
Utah.- — General patronage.

MUM’S THE WORD: Charley Chase— Good.
Two reels. — Mrs. Hulda J. Green, Greenriver,
Utah. — -General patronage.

NEVER TOO OLD: Hal Roach — It surely
drew the laughs. A good one. Two reels. —

Have You Any Equipment to
Sell?

A classified advertisement in the
HERALD will help you dispose
of your equipment, or will help
you in locating just the things you
need. See classified page for rates.

0. M. Rolo, High School theatre, Sun City, Kan. —
Small town patronage.

TELL ’EM NOTHING: Charley Chase— This
is better than a feature for original stuff and
comedy action. Clean, classy and most clever.
If all comedies were like this you would pass up
most of the features and better please your crowd.
• — Ben L. Morris, Temple theatre, Bellaire, O. —
General patronage.

UKULELE SHEIKS: Glenn Tryon — Good.

Two reels. — Mrs. Hulda J. Green, Greenriver,
Utah. — General patronage.

WILL ROGERS SERIES: Will Rogers — Fairly
well liked, nothing extra. One reel. — H. S.
Boyd, Community theatre, Woodbury, Conn.-
Small town patronage.

UNIVERSAL

ANDY TAKES A FLYER: The Gumps— The
kids like these. Two reels. — Mrs. Hulda J. Green,
Greenriver, Utah. — General patronage.

BUSTER, WATCH TIGE: Special cast— This
series gets rather monotonous. Buster is too
much of a girl to suit most folks. Two reels.
— H. S. Boyd, Community theatre, Woodbury,
Conn. — Small town patronage.

CRIMSON COLORS: New Collegians (2nd)
—Universal’s shorts can’t be beat. The same
peppy bunch on the campus grounds again. Two
reels. — Mrs. Richard A. Preuss, Arvada theatre,
Arvada, Col. — Small town patronage.

DON’T BE A DUMMY: I wish to say that
this is one of the rottenest comedies I ever had.
A very vulgar picture. I should think the censor
would stop such pictures from coming into the
state. — F. A. Reiss, Strand theatre, Orrin, N. D.
— General patronage.

GEORGE LEAVES HOME: Plenty of laughs
and we sent them home happy. Two reels. —
Rudolph Duba, Royal theatre, Kimball, S. D.—
General patronage.

HONEYMOONING WITH MA: Fair. Two
reels. — Mrs. Hulda J. Green, Greenriver, Utah. —
General patronage.

JANE MISSED OUT: Wanda Wiley — Dandy
comedy all the way through. — Rudolph Duba.
Royal theatre, Kimball, S. D. — General patronage.

JANE MISSED OUT : A good Jane comedy.
Two reels. — Mrs. Richard A. Preuss, Arvada the-
atre, Arvada, Col. — Small town patronage.

JANE’S HUBBY: Wanda Wiley — This one
sure smacked them in the eye, and made them
yell. Two reels. — Rudolph Duba, Royal theatre,
Kimball, S. D. — General patronage.

JANE’S INHERITANCE: About the best com-
edy we have got from Universal. Universal
comedies and pictures are not very strong. Two
reels. — Robert K. Yancey, Bonny theatre, Mans-
field, Mo. — General patronage.

NEWLYWEDS SERIES: Special cast— Not so
well liked here as other comedies. Two reels. —
H. S. Boyd, Community theatre, Woodbury, Conn.
— Small town patronage.

NEWLYWEDS SURPRISE: Snookums—
Snookums is the terror and the life of this com-
edy. Two reels. — Mrs. Richard A. Preuss, Ar-
vada theatre, Arvada, Col. — Small town patron-
age.

PLAYING THE SWELL: Wanda Wiley— Good.
Two reels. — Mrs. Hulda J. Green, Greenriver,
Utah. — General patronage.

SECOND COLLEGIANS: George Lewis— No.

1. If the whole series is as good as this we are
in for a real treat. Two reels. — It. S. Boyd, Com-
munity theatre, Woodbury, Conn. — Small town
patronage.

THEY CALL IT LOVE: Neely Edwards-
Good enough comedy, but why do they ship the
same comedy out to the small town twice and
make you pay for it. Just as soon as it flashed
on the screen we knew we had played it and
the patrons most of them told us 60, too. One
reel. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

TOO MUCH SLEEP: Andy Gump — Good, funny
comedy. Two reels. — Mrs. Richard A. Preuss,
Arvada theatre, Arvada, Col. — Small town pat-
ronage.

WHY, GEORGE: Good comedy and it raised
lots of laughs, so must have been liked by the
ones that came. Two reels. — Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

MISCELLANEOUS

MOONEY MARINER: Fairly good comedy. —
Ernest Vetter, Majestic theatre, Homer, Mich. —
Small town patronage.

November 12, 1927

EXHIBITORS HERALD

57

BOX OFFICE HCKER

°lhe HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Rookies (M-G-M) 81.07%

No Man’s Gold (Fox) 79.72%

Keeper of the Bees (F B O) 77.28%

The Iron Horse (Fox) 76.83%

Irene (F. N.) 76.75%

The Mysterious Rider (Par) 76.31%

Laddie (F B O) 75.63%

The Cohens and Kellys (U) 75.16%

The Vanishing American (Par) 73.95%

Chip of the Flying U (U) 73-72%

Tell It to the Marines (M-G-M) 73.22%

The Great K. and A. Train Robbery (Fox) ..73.07%

It (Par) 73.00%

The Last Trail (Fox) 72.76%

Tillie the Toiler (M-G-M) 72.76%

The Calgary Stampede (U) 72.54%

The Winning of Barbara Worth (U. A. ) ....7 1 .65%

Arizona Sweepstakes (U) 71.42%

Don Mike (FBO) 71.17%

Land Beyond the Law (F. N.) 71.00%

Hills of Kentucky (W. B.) 70.90%

Johnny Get Your Hair Cut (M-G-M) 70.75%

Slide, Kelly, Slide (M-G-M) 70.73%

The Volga Boatman (PDC) 70.68%

The Magic Garden (F B O) 70.45%

Casey at the Bat (Par) 69.50%

The Bat (U. A.) 69.47%

The Gorilla Hunt (F B O) 69.43%

The Sea Beast (W. B.) 69.30%

The Tough Guy (FBO) 69.18%

The Gentle Cyclone (U) 68.81%

Ella Cinders (F. N.) 68.46%

Tarzan and the Golden Lion (FBO) 68.23%

The Son of the Sheik (U. A.) 68.09%

The Man on the Box (W. B.) 67.70%

Mr. Wu M-G-M) 67.58%

The Scarlet West (F. N.) 67.40%

The Quarterback (Par) 67.22%

Man of the Forest (Par) 67.17%

Three Bad Men (Fox) 67.00%

The Campus Flirt (Par) 66.84%

The Last Frontier (P D C) 66.78%

Senor Daredevil (F. N.) 66.68%

Flesh and the Devil (M-G-M) 66.50%

The Four Horsemen (M-G-M) 66.50%

The Kid Brother (Par) 66.48%

The Phantom Bullet (U) 66.23%

The Devil Horse (P) 66.06%

The Black Pirate (U. A.) 66.04%

Tin Hats (M-G-M) 65.92%

The Unknown Cavalier (F. N.) 65.80%

Let’s Get Married (Par) 65.00%

Desert Gold (Par) 64.81%

We’re in the Navy Now (Par)..... 64.67%

Sea Horses (Par) 64.63%

His Secretary (M-G-M) 64.50%

The Night Cry (W. B.) 64.33%

While London Sleeps (W. B.) 64.30%

Across the Pacific (W. B.) 64.07%

The Scarlet Letter (M-G-M) 64.06%

For Heaven’s Sake (Par) 64.00%

The Overland Stage (F. N.) 63.85%

Corporal Kate (PDC) 63.83%

Up In Mabel’s Room (PDC) 63.81%

The Fire Brigade (M-G-M) 63.75%

Canyon of Light (Fox) 63.43%

Skinner’s Dress Suit (U) 63.42%

Hands Across the Border (F B O) 63.40%

The Man in the Saddle (U) 62.85%

Little Annie Rooney (U. A.) 62.83%

Lone Hand Saunders (FBO) 62.71%

A Regular Scout (FBO) 62.57%

Orchids and Ermine (F. N.) 62.28%

Brown of Harvard (M-G-M) 61.96%

Tony Runs Wild (Fox) 61.75%

Clash of the Wolves (W. B.) 61.64%

Heaven on Earth (M-G-M) 61.63%

The Denver Dude (U) 61.61%

War Paint (M-G-M) 61.17%

The Masquerade Bandit (F B O) 61.00%

The Two Gun Man (FBO) 60.85%

The Understanding Heart (M-G-M) 60.56%

Sweet Daddies (F. N,)... 60.55%

Behind the Front (Par) 60.35%

Tramp, Tramp, Tramp (F. N.) 60.06%

The Buckaroo Kid (U) 60.05%

Twinkletoes (F. N.) 59.57%

The Waning Sex (M-G-M) 59.51%

The Teaser (U) 59.50%

1 1 is People (U) 59.46%

The Flaming Forest (M-G-M) 59.32%

The Silent Rider (U) 59.00%

That’s My Baby (Par) 59.00%

Under Western Skies (U) 58.83%

The Wilderness Woman (F. N.) 58.64%

The Flaming Frontier (U) 58.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (M-G-M) 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

Paradise (F. N.) 57.50%

The Dark Angel (F. N.) 57.14%

Winners of the Wilderness (M-G-M) 57.05%

Private Izzy Murphy (W. B.) 57.00%

The Eagle (U. A.) 56.90%

Forever After (F. N.) 56.90%

Stella Dallas (U. A.) 56.90%

The Flying Horseman (Fox) 56.85%

The Temptress (M-G-M) 56.73%

Old Clothes (M-G-M) 56.69%

The Cowboy Cop (FBO) 56.66%

Rolling Home (U) 56.57%

Kid Boots (Par) 56.48%

Let It Rain (Par) 56.47%

Mike (M-G-M) 56.45%

Sally of the Sawdust (U. A.) 56.45%

Men of Steel (F. N.) 56 25%

It Must Be Love (F. N.) 56.16%

The Red Mill (M-G-M) 56.15%

Breed of the Sea (FBO) 56.06%

Wild Justice (U. A.) 55.86%

The Rainmaker (Par) 55.72%

Forlorn River (Par) 55.57%

Mantrap (Par) 55.20%

The Johnstown Flood (Fox) 55.08%

The Unknown Soldier (P D C) 55 00%

Knockout Riley (Par) 54.76%

Born to the West (Par) 54.71%

Upstage (M-G-M) 54.56%

Poker Faces (U) 54.50%

Desert Valley (Fox) 54.16%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (W. B.) 53.90%

The Road to Mandalay (M-G-M) 53.90%

The Barrier (M-G-M) 53.70%

Red Hot Leather (U) 53.70%

What Happened to Jones (U) 53.62%

Her Father Said No (FBO) 53.50%

The Family Upstairs (Fox) 53.36%

Variety (Par) 53.00%

Stranded in Paris (Par) 52.95%

Mother (F B O) 52.72%

Sweet Rosie O’Grady (Col) . 52.72%

Miss Nobody (F. N.) 52.66%

The Return of Peter Grimm (Fox) 52.66%

Subway Sadie (F. N.) 52.63%

Tlie Palm Beach Girl (Par) 52.42%

Kosher Kitty Kelly (FBO) 51.95%

The Prince of Pilsen (PDC) 51.60%

The Midnight Sun (U) 51.47%

The Strong Man (F. N.) 51.46%

The Greater Glory (F. N.) 51.36%

Stepping Along (F. N.) 51.35%

The Blue Eagle (Fox) 51.26%

Say It Again (Par) 51.15%

Aloma of the South Seas (Par) 51.10%

Altars of Desire (M-G-M) 51.09%

Tin Gods (Par) 51.08%

Tumbleweeds (U. A.) 51.07%

Spangles (U) 51.00%

Sparrows (U. A.) 50.95%

Bred in Old Kentucky (FBO) 50.90%

Combat (U) 50.80%

Outside the Law (U) 50.60%

The Arizona Streak (F B O) 50.53%

The Ice Flood (U) 50.50%

Her Big Night (U) 50.47%

The Still Alarm (U) 50.38%

The Wanderer (Par) 50.36%

Whispering Wires (Fox) 50.33%

Hogan’s Alley (W. B.) 50.25%

Mare Nostrum (M-G-M) 50.22%

Prisoners of the Storm (U) 50.13%

Eagle of the Sea (Par) 50.04%

You Never Know Women (Par) 50.00%

The Brown Derby (F. N.) 49.90%

Padlocked (Par) 49.88%

Pals in Paradise (PDC) — 49.83%

The Million Dollar Handicap (P D C) . ..49.82%

The Show Off (Par) 49.73%

One Minute to Play (FBO) 49.66%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) ..49.40%

So's Your Old Man (Par) 49.05%

The Adorable Deceiver (FBO) .. 48.63%

Faust (M-G-M) 48.60%

The Runaway Express (U) 48.52%

Whispering Smith (PDC) 48.45%

Battling Butler (M-G-M) 48.16%

Her Honor the Governor (FBO) 48.11%

Syncopating Sue (F. N.) 48.09%

The New Commandment (F. N.) 48.08%

Love ’Em and Leave ’Em (Par) 48.06%

Paradise for Two (Par) 47.94 %

Desert's Toll (M-G-M) 47.33%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (M-G-M) 47.15%

The Potters (Par) 47.09%

Dancing Mothers (Par) 46.90%

Wet Paint (Par) 46.81%

There You Are (M-G-M) 46.77%

Mismates (F. N.) ^ 46.20%

New York (Par) 46.10%

Out of the West (FBO) 46.09%

Take It From Me (U) 45.86%

The Border Sheriff (U) 45.00%

The Cat’s Pajamas (Par) 44.93%

Just Another Blonde (F. N.) 44.36%

The Marriage Clause (U) 44.35%

Wedding Bills (Par) 43.90%

The Blind Goddess (Par) 43.88%

Blonde or Brunette (Par) 43.50%

The Duchess of Buffalo (F. N.) 43.46%

A Little Journey (M-G-M) 43.46%

The New Klondike (Par) 43.27%

Blarney (M-G-M) 43.23%

Fine Manners (Par) 43.14%

Hold That Lion (Par) 42.88%

Partners Again (U. A.) 42.87%

Ladies at Play (F. N.) 42.75%

Bardelys the Magnificent (M-G-M) 42.73%

The Mystery Club (U) 42.40%

La Boheme (M-G-M) 41.95%

Fig Leaves (Fox) 41.90%

Midnight Lovers (F. N.) 41.85%

The Love Thief (U) 41.72%

The Canadian (Par) 41.56%

The Wise Guy (F. N.) 41.53%

Special Delivery (Par) 41.40%

The Old Soak (U) 41.06%

Fascinating Youth (Par) 40.89%

Kiki (F. N.) 40.70%

Held by the Law (U) 40.00%

Miss Brewster's Millions (Par) 39.73%

Bigger Than Barnums (FBO) 39.53%

Everybody’s Acting (Par) 38.87%

The Ace of Cads (Par) 38.66%

Perch of the Devil (U) 37.85%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (F. N.) 36.33%

The Amateur Gentleman (F. N.) 35.50%

The Great Gatsby (Par) 35.33%

Steel Preferred (PDC) 34.70%

The Magician (M-G-M) 34.42%

You’d Be Surprised (Par) 34.23%

Exit Smiling (M-G-M) 33.50%

Don Juan’s Three Nights (F. N.) 30.80%

Pals First (F. N.) 28.66%

58

EXHIBITORS HERALD

November 12, 1927

| CHICAGO PERSONALITIES

'L - By W. W. J

THE big Film ball, banquet and general get-together to be given
under the auspices of the Chicago Exhibitors association and the
Chicago Film Board of Trade has been set for the night of Novem-
ber 18 at the Stevens hotel. Festivities start at 7 p. m.

FROM all indications, it looks as if the
occasion will be a gala one. The vari-
ous committees working under general
chairman Ludwig Siegel are already hard
at work planning all sorts of entertainment
and special stunts.

However, there will be a more serious
side to the affair also. R. F. Woodhull,
president of the M. P. T. O. A. will be
present to give a report of the recent
Trade Practice conference in New York,
and it is expected that the Chicago dele-
gates to the convention will also give re-
ports.

The committees and their members are
as follows: Publicity, Fred Gilford, Joe
Tastor, Si. Greiver, Dan Roche, A1 Sobler,
and Harry Willard. Finance : C. W. Eck-
hardt, James Coston, Sid Selig, A. Schoen-
stadt and J. D. Abramson. Entertainment :
Nat Wolf, Dave Dubin, Charles Kamp,
Ben Cooney and Max Balaban.

Through instructions from the Secretary
of War orders have been issued to General
Lassiter of the 6th Corps Area to cooper-
ate at the showing of “Dress Parade,” the
Pathe-DeMille picture made at West
Point, at the Chicago theatre during the
week of November 21. It is reported that
the officials at West Point are highly satis-
fied with the picture. A private showing
of the picture was given at the Pathe ex-
change Monday for the officers of the 6th
Corps Area and those at Ft. Sheridan.

People visiting the F B O exchange last
week noticed a floral display in the office
of Herbert Washburn. The bouquets were
received by Washburn from friends con-
gratulating him on his recent appointment
to the position of branch manager at
FB O.

Among the F B O visitors last week were
Oscar Hanson, Jefferson theatre, Goshen,
Ind. ; Bill Heaseman, Colonial theatre,
Danville, 111.; Jack Smith, Empire theatre,
McHenry, 111., and Ed Szamecki, White
Eagle theatre, South Bend, Ind.

Bill Spounth has recently opened his new
Jefferson theatre, and has signed a con-
tract for the entire F B O product for this
season.

* * *

O. C. Hammond, one of the oldest ex-
hibitors in Chicago passed away last week.
He was buried last Thursday. Mr. Ham-
mond operated the Vendome and Pickford
theatres.

* * *

With the Summer and Indian Summer
days at last behind us, and with Old Man
Winter now asserting himself, business
should pick up in Chicago theatres. For
the last three months there has been just
one darn thing after another to ruin the
appetite of the boys down the row. Here’s
hoping that cold wind that swept over Chi-
cago last Saturday blew all trouble away.

H. C. Brolaski, who has been connected
with Warner Brothers for the last year, is
now country sales manager for the Chi-
cago exchange.

jfc sK

Paul Bush, manager at the Tiffany ex-
change, has resigned.

* * *

Jack Cooney and his wife left last
Wednesday for a two months’ vacation in
Honolulu. When they boarded the Golden
State Limited, they were greeted by a
brass band and inside the train was a huge
cake. But sad to relate, neither the band
nor the cake was in honor of the Cooneys.
It just happened that the road was cele-
brating its 50th anniversary. Well, any-
way, the Cooneys enjoyed the music, and
perhaps they got a taste of the cake, too.

* * *

There were two casualties down the row
last week caused from new cars. Roy
Alexander caught a bad cold from exces-
sive riding in his new LaSalle Sport Phae-
ton, and Franc Ishmael has been suffering
from rheumatic pains in his shoulder, and
he, too, blames his new Auburn for his ail-
ment.

* * *

Carl Laemmle was in town the first of
the week on his way to the West Coast.

* * *

Jack Baker of Universal, was in Mil-
waukee last Friday on business.

* * *

Henri Ellman and his co-workers at
Columbia are in their new offices on the
second floor of the building at 831 S. Wa-
bash. Henri says that moving is just about
the hardest job he ever had. The offices
have been given a new coat of paint and
other improvements have been made.

* * *

Some of the boys down the row who
feel the need for more exercise are anxious
to start a bowling tournament. What do
you think of the idea? The boys at F B O
are willing to do the promoting if the rest
will second the motion. It’s not a bad idea.
The golf season is just about a thing of
the past, so bowling ought to be just the
thing. What do you think of it?

* * *

M. H. Hoffman, vice president of Tif-
fany Stahl Productions, passed through
town Sunday.

* * *

The North Center is now listed among
the dark theatres. It closed its doors last
Tuesday with little prospects of having
them opened again any time soon. This
might be taken as a hint that there is such
a thing as over-building even in Chicago,
the world’s motion picture theatre capital.
* * *

Mrs. M. Gracy, owner of the Gem
theatre at Crystal Lake, accompanied by
her daughter Elizabeth, has gone to
Louisville, Ky., to visit her son.

* * *

John Bobang of the Armitage theatre
has returned home from the hospital,
where he underwent an operation for
appendicitis.

* * *

Nick Bikos, owner of a number of
theatres in Gary, left last week for Ari-
zona, where he will spend the winter.

* * *

The Fox special, “7th Heaven” opened
at the Monroe theatre last Saturday for
an extended run. It is accompanied by
Fox-Case Movietone.

* * *

C. C. Wallace had a fine turnout at his
special trade showing of the United Artists
picture, “My Best Girl,” the latest Mary
Pickford picture. The picture was accom-
panied by the Orchestraphone, and many
people in the audience expressed their ap-
proval of this new musical invention.

Sterling ProcU,ctfon^n^

frfStnU

For Illinois

GREIVER PRODUCTIONS

831 SOUTH WABASH AVE.,
CHICAGO, ILL.

Robert Agneiv
Kathleen Myers
Mildred Harris

'^Directed by

Fred Windemere

For Indiana

MIDWEST FILM CO.

OF INDIANA

218 Wimmer Bldg., Indianapolis

The First Requisite

The first requisite of a good
performance is consistently high
screen quality in the pictures
you show.

Specify Eastman film for all of
your prints and look for the
words “Eastman Kodak” in the
margin of each reel. Then you
can be sure that you are getting
the finest photographic quality
obtainable in motion pictures.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

EXHIBITORS HERALD

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directed by ^Percy Pembroke Supervision of franCcuv*

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Metro'Goldwyri'Mayer is pleased to announce that at
the start of the 3d month of Novarro and Shearer in
Lubitsch’s “The Student Prince in Old Heidelberg’
the Astor Theatre is enjoying great business at $ 2 .

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

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:xi, No. 10

Entered Of second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

November 19, 1927

5»X»»«oa

Ilea r? ° 680 Co. .,

r°r)f Cit/; e'dSt * 19:

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Read
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~ Editor of Reeland
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Exhibitor thinks

of this- L

Roberx^^
Morton
Or^an Co.^k

Send me without
obligation full details N
of ifourJfow Selling Plan.

Genome Deagan Percussions Used.

DT®WI

CITY --to offer its
patrons a distinc-
tive outstanding
music feature.

Ratal* Mnt«n Organ Gat

New York. Chicigo Los Angeles SanFrancisc
1560 Broadway 624 So.Mickifcatv. igi4 SoVemont 168 Golden Gat

| Miss 1927! Bobbed hair, knee-
the second. Pacemaker of today
Miss 1927. Eag er for entertainment,

{% of your audiences and the other 30%

high skirts. Smart, sophisticated, up
Every business must sell her or perish.

but mighty shrewd in choosing it. She’s

follow where she leads. She dictates motion

ijture styles today just as she does clothes %/ and cars. She makes or breaks pictures, tfiea
rs. She writes "failed to draw” or "tremendous business” on your reports. <J What are you doim

November 19, 1927

a v e

EXHIBITORS HERALD

you dated

1927?

have you
dated up
miss 1927?

EXHIBITORS HERALD November 19, 1927

to win Miss 1927? Have you got her dated up every week at your theat

Are you making the mistake of offering her the old fashioned pictu

that most companies are still handing you? She scorns them like last ye;

hat. She’d rather dance, go to football games, read, listen to the radio, r

in a Chrysler — do any of the 101 things competing with motion pictures for her time. CJJ Are 3

trying to sell her antiquated and never-was stars? She calls them "dumb doras” and "c

bulbs”. OR — are you giving her what she craves; new era pictures made in her own sprigl

mould. Tuned to her own bounding hopes and desires. Bright shining stars of her shin

age. In short, PARAMOUNT’S 100% PROGRAM! (]J For, fortunately, one company— Paramour

pioneered, saw times had changed, geared up its studio to Miss 1927’s swift pace. Paramo

is making Miss 192 7’s type of picture. Paramount has won her heart with

specials in the modern manne

Beau Geste

Gentlemen Prefer Blondes

Way Of All Flesh

Jesse James

Metropolis

Now We’re In The Air

Street Of Sin Barbed Wire

Legion Of The Condemned

Old Ironsides

Rough Riders

Firemen, Save My Child

The Last Command

Tell It To Sweeney

Beau Sabreur

Two Flaming Youths

November 19, 1927

EXHIBITORS HERALD

5

miss 1927’s girl pals

Clara Bow
Bebe Daniels
Pola Negri
Ruth Taylor
Louise Brooks
Mary Brian
Sally Blane

Esther Ralston
Florence Vidor
Fay Wray
Evelyn Brent
Thelma Todd
Ivy Harris
Doris Hill

favorite boy fri

ends

Harold Lloyd
Richard Dix
Emil Jannings
George Bancroft
W. C. Fields
Chester Conklin
Gary Cooper
Charles Rogers

Adolphe Menjou
Wallace Beery
Raymond Hatton
Thomas Meighan
Fred Thomson
Richard Arlen
Lane Chandler
James Hall

isten in on Miss 1927 and her set. It’s Paramount pictures and Paramount stars they’re talking

it. Clara Bow gets 17,000 fan letters a month, 85% of them from Miss 1927. Richard Dix gets

it the same. Records for Hollywood! €J Check the audiences at Paramount pictures. Packed solid
l eager youth. As youth goes, so goes the box office. CJ Scan Paramount’s great West Coast studio,
est and most up-to-date in the world. Youth rules the lot. Young stars, showmen directors with
fire of youth, authors with sensitive fingers on the rapid pulse of today. No wonder Paramount
iitdrawing all other companies two to one this season!

ie choice of miss 1927

EXHIBITORS HERALD

November 19, 1927

WARNING!

r* # 9

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Sues to Protect “Tillie”

proceedings were instituted
|y in the Federal District
, Boston by the Christie Film
ough its general counsel in
ork, Arthur Butler Graham,
the Paramount Manufactur-
. a Boston concern, Irving R.
and Maurice M. Green who
id to be in charge of the Para-
ht concern, and Don DeMatteo,
oston laboratory expert. It is
pfd that Christie purchased all
ting rights in “Tillie’s Punctured
mance” from Marie Dressier and

/o».,Cee« & °r JnJunn<: "L4 at the defendants in the Bostoi

C°'

111 the a^a’nst rtbprrms

suit

de-

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it acquired_ negatives or prints of
e production without authority
-hich were then produced and sold
, r‘ the form of “duped” prints. All
legal means will be taken by the
Christie and by Paramount which
will distribute a new version' to pre-
vent any showings of the old produc-
tion in the United States or abroad.

»t<K*

.<« .X

November 19, 1927

EXHIBITORS HERALD

7

WARNING!

Notice is hereby given that Christie Film
Company will employ all legal means to pre-
vent infringement of its copyright of

'Tillies

Punctured

ROMANCE”

— a new version of which is being produced
for release and distribution through
Paramount Famous Lasky Corporation.

Where the facts warrant, evidence will be
presented to the federal authorities for
criminal action.

Conspiracy to violate a United States statute
and wilful violation of the copyright laws are
punishable by fine and imprisonment.

CHRISTIE FILM COMPANY
Alfred E. Christie
Charles H. Christie

8

EXHIBITORS HERALD

November 19, 1927

"EAST SIDE, WEST SIDE”

brings to your theatre a present-day
romance of New York City that stands
unequalled as a picture of the world’s
greatest metropolis. It brings to it

GEORGE O’BRIEN
VIRGINIA VALLI

and a splendid, balanced cast including
the lovely young June Colly er. It capi-
talizes the great American interest in the
life of New York. It dramatizes a pop-
ular best-seller. It gives 100% entertain-
ment— never a dull moment. It appeals
to the best class of patronage.

From the Novel by Felix Riesenberg

ALLAN DWAN

PRODUCTION

{mu I many say it is his best)

WHO PLAYS with FOX PROFITS with FOX

November 19, 1927

EXHIBITORS HERALD

9

The best critics in the best papers
have praised it!

The best theatres in the largest cities
have played it!

The best people — and the worst —
have applauded it!

The best luck that can befall you
is to get it —

So contract for it, if you can !

thHEA VEN

with

JANET GAYNOR

AND

CHARLES FARRELL

FRANK BORZAGE production

From John Golden’s play -hit by Austin Strong

The Best Picture of 1927

WHO PLAYS with FOX PROFITS with FOX

10

EXHIBITORS HERALD

November 19, 1927

One of the

best moving

itv

T\'er^stet ^l°t’hat tV»e °^ot

abo^P Cotte^e’u: see !* funny
eo^l’cao oai'ioMS oU ^ f
isVeato^ $

°n i -c ne^ Pl ,.<> is “da^s.’

pictures that
Aas been mack

this real /

#/

JWdgi magazine

%n

tM no. - vt ss

taade-aVe »8

JOSEPH ?n.j
SCHENCK

presents

lv, s ~~to bo^ Vs cvevs

'5«gsTrs£*n«®\

■ofVed ;c taade « «ot

k”s *° <,sS;

test - a*^ ar best

gP1

It is

c0^s'

<vLy)

^ \c a at*u r the

'tbete.'® c\\vr>a* ne of tn n
L;«at«* Collcg« *s has bee’

ead'°&:

».s*< ■jars ’Mr-

th^t

>>

$

v©

A

kKAf_HADla),

in

/

^ 1 0 i e 7/ T ™3 7| 7 w ^

o!' Uctoi^ey

eek of Oct. 2!
a new all-time
e company,
ookirtg w as (

Jccf Sv*1

New

Twii;e feature pie
y;;n on Broaclwa;

Oct. 23, this befxt;
.iC company. A no
iS CCc wo Seel’, aooy
esop's Fables ant
also win be ghowr

svaroie «
patbe-P<
itention.

I hand

ipuaes.

UOttlV

.y \yalK~^ <•<•;

’has bad toy

1. .. it'OtlO'l'

fv.i'v &

pictures,
ecu sly iu

•DeMille featu;
be shown strata

;md

tvs, a number of two-reel comedies,
the product, will he shown oat program .with the features.
||-he theatres and. features to be shown during too v/ecL are:

•e, ‘‘The Main Event:” 'Paramount Theatre, “The Forbidden
irk Strand Theatre, ‘'Dress Parade: Colony T healre, .1 iu;
oadway;” B, S.. Moss Cameo 'Theatre, ‘'.the Wise Wife: .£>.
poodrorne Theatre, "The Girl in the Pullman: t>. S. Moss

Roxy The,-
Woman.:’'
? Angel of
F- Keith’s

B. S. Moss’ BROADWAY

"A HARP IN HOCK"

PATHE NEWS

PARAMOUNT THEATRE

JETTA GOUDAL
THE FORBIDDEN WOMAN

GAIETY THEATRE

Cecil B. DeMille’s "KING OF KINGS"
Mark STRAND THEATRE

WILLIAM BOYD in "DRESS PARADE"

PATHE NEWS and PATHE REVIEW

CAPITOL THEATRE— PATHE NEWS
B. S. Moss’ COLONY

LIATRICE JOY in
"THE ANGEL OF

BROADWAY" — " . ,/MlUT

l/j. ;

B. S. Moss’ CAMEO

"THE WISE WIFE"

With Phyllis Haver
PATHE NEWS and FABLES

B. F. Keith’s HIPPODROME

MARIE PREVOST in
"THE GIRL IN THE PULLMAN"

PATHE NEWS and FABLES

LOEW’S STATE THEATRE

MACK SENNETTfS
"THE GIRL FROM EVERYWHERE"

B. F. Keith’s PALACE

PATHE-FABLES
and TOPICS OF THE DAY

ROXY THEATRE

VERA REYNOLDS in "THE MAIN EVENT"

PATHE NEWS

Pathe

T

A HE patrons who attend the big first-run
theatres on Broadway, New York, demand the
best, and Pathe answers that demand, AND
HOW — with 8 smashing first-run attractions in
one week — plus an amazing array of super-
shorts, including Pathe News, Review, Comedies,
Fables and Topics.

Here is a record that shatters all prece-
dent— 11 of the leading first-run houses showing
Pathe Product simultaneously in one week, —
an unparalleled tribute to the season’s most
sensational program.

Motion picture history is being made and
the Pathe-DeMille Program for 1927-28 is writ-
ing its most significant page.

Pathe

Member of Motion Picture Producers and Distributors of America, Inc-
Will H. Hays, President

November 19, 1927

11

EXHIBITORS HERALD

“KINOGRAMS First By a Mile

for novelty, interest and handling, says Arthur Janies in
Motion Pictures Today for November 12, which announces
the sixth and seventh consecutive victories for Kinograms

THE

SCORE

brought up to date

in the great news reel race.

issue of

WED SEPT 28

ISSUE OF

SAT OCT l

ISSUE OF
WED OCT •>

ISSUE OF

SAT OCT fc

ISSUE OF
WED OCT 12

ISSUE OF

SAT OCT lb

ISSUE OF

WED OCT 19

ISSUE OF

SAT OCT 22

ISSUE OF

WED OCT 2t>

ISSUE OF

SAT OCT 29

ISSUE OF

WED NOV 2

ISSUE OF

SAT NOV 5

ISSUE OF

WED NOV 9

:e

KINOGRAMS

Pathe

Pathe

Fox

KINOGRAMS

Pathe

KINOGRAMS

KINOGRAMS"

Pathe

KINOGRAMS

KINOGRAMS

KINOGRAMS

Pathe

KINOGRAMS

KINOGRAMS

:e

Pathe

0* **

KINOGRAMS

KINOGRAMS

Fox

Paramount

Pathe

Paramount

Pathe

Pathe

Fox

Pathe

Fox

ce

Fox

0

0

Pathe

Pathe

International

0

Fo.\

Paramount

M-G-M

M-G-M

International

Pathe

*Where a cypher appears the appraiser bunched the non-winning reels as being on a par

**From Motion Pictures Today October 29 “With an edge to Kinograms on the intelligent handling of the titles and cutting."

Thirteen issues of all six news reels
have been reviewed and compared by
Mr James since he started this splen-
did service for exhibitors.

KINOGRAMS

has been “in the money” twelve times,
has won first place nine times, and
now has taken seven firsts in a row'.

If it’s intelligence, enterprise and quality you’re after, get
the only truly independent news reel on the market

%

' (sJc/ 1 toaXicrruil (f^LctuA^^

"THE SPICE OFTHE PROGRAM"

KINOGRAMS

EDUCATIONAL
FILM EXCHANGES, Inc.

Member Motion Picture Producers
and Distributors of America, Inc.

Will H. Hays. President

to the screen with the nrst great
ainst the myriad lights of the world’s

. RALPH INCE PRODUCTION starring

Lois Wilson

by Joseph Jefferson O' Neill

From the story

by

CAUL
LAEMMLE

BOYS, IT’S A PICTURE!

% (No. 559— Straight from the Shoulder Talk by Carl Laemmle,

President of the Universal Pictures Corporation )

I TOLD YOU SO!

I TOLD YOU TO WATCH YOUNG GLENN TRYON. I TOLD YOU
he would rapidly develop into one of your very best bets on the screen. I told
you the people would take him to their hearts— and laugh at his absolutely new
and original form of screen fun.

YOU REMEMBER “PAINTING THE TOWN” AND WHAT A BOMB-
shell of laughter it proved itself in every theatre where it was shown.

WELL, FRIENDS, YOUNG GLENN TRYON HAS JUST FINISHED

another and when I tell you it is even funnier than Painting the Town and

that it contains not merely laughs but screeches of laughter, I am not over-stating

the actual facts.

GLENN TRYON AND PATSY RUTH MILLER AND BURR McINTOSH
— there’s the leading combination in the newest bit from Universal City and
directed by none other than William Craft, the very same director who made
| “Painting the Town.”

“A HERO FOR A NIGHT!” THAT’S THE TITLE OF THE NEWEST ONE,
and in truth, it’s a gift to the welfare of the whole movie business. People who have
become more or less fed up with ordinary movies will have all their keenest interest
revived after they have hurt their sides laughing at “A HERO FOR A NIGHT.

WHO WOULD HAVE THOUGHT THAT A DELICIOUS AND BRAND
new type of “fooling” would be brought to the screen, as Tryon has brought it
under the direction of Craft? Who would have dreamed that almost over-night,
something brand new could be developed without imitating in the slightest degree
any of the screen’s great comedians of past or present?

YOU ARE ALWAYS CRYING OUT FOR “SOMETHING DIFFERENT”
and heaven knows you are entitled to it. Well, here it is and it is going to be a
life saver!

TELL YOUR PEOPLE JUST WHAT I HAVE TOLD YOU. LET THEM
know that you have a treat in store for them. If you don’t want to promise any-
thing in your own name, tell them that Carl Laemmle has said these things and
then quote anything I have said about Tryon in this straight from the shoulder
talk or in previous ones.

SEE “A HERO FOR A NIGHT” AND YOU WON’T HAVE TO HAVE
any tips from me as to what to tell your people about it. But if you haven’t time to
see it, take my word for all I have said. And mark my word — here is one big, real,
ger uine opportunity for you to pep up your business.

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a

IN ONE
ISSUE OF
THIS

MAGAZINE!

Exhibitors are writing
“Ben-Hur” ads that
tell the most amazing
story in motion picture

history.

M-G-M

Below are a few “Ben-Hur” reports
from just one single issue of “What the
Picture Did for Me” section

BEN HUR: Special cast— 100%. October 21-
25-26-27. The fairest jewel in motion picture
achievement. Gave splendid satisfaction. All
records broken both on attendance and receipts.
Twelve reels. — Tom Foster, Star theatre, Stanley,
Wis. — Small town patronage.

BEN HUR, THE BIG PARADE: Special cast
100%. In four nights (two each) these produc-
tions did almost twice the gross business this
theatre did during the entire month of October,
last year. The both more than doubled the re-
ceipts on any picture heretofore shown here. In
a town of 2,245 inhabitants, 1,225 people paid
admission to “The Big Parade” and 1,371 to
“Ben Hur.” About one-third of the audiences
were strangers to my theatre. Three said it
was the first time they had ever attended a
“movie” theatre. Many were seeing the pictures
the second, third and even the fourth times. I
am healthy and middle aged, but I don’t expect
to live long enough to see these records broken
here. Despite the fact that the pictures were
so nationally Jtnown, I covered a radius of 20
miles each way from my town almost as thor-
oughly with advertising as nature distributes the
dew. — W. J. Powell,* Lonet theatre, Wellington,
O.— Small town patronage.

BEN HUR: Ramon Navarro — -100%. A big
one, and a good one. Best produced to date.
Drew and pleased. Twelve reels. — Mrs. Richard

A. Preuss, Arvada theatre, Arvada, Col. — Small
town patronage.

BEN HUR Ramon Novarro — 95%. This sub-
ject is all that is claimed for it. In our esti-
mation the greatest of all the roadshow calibre
productions in the past few years. Dollar and
prestige return. Twelve reels. — H. H. Folkens,
Lyon theatre. Rock Rapids, la. — General patron-
age.

V 1/VVI/V V V VVV VV V V VV VVV V-VV VVV V V V L

) )

Wmt wK wW W n s n

Everywhere under the sun there’s a
wide-awake, resourceful, go-getting
PATHE NEWS CAMERMAN —
“shooting” every important hap-
pening in every and any part of
the world. No soldier could be
more loyal and daring than these
knights of the camera, who follow
the strict code of Pathe News —
“FIRST ON THE SCENE— FIRST
ON THE SCREEN”. Whether it
be a flood, famine, fire, earthquake
or war, there you will find a PATHE
NEWS MAN encountering every
hazard and overcoming every obsta-
cle to insure his news reel being
FIRST with a graphic, pictorial
record of the happening.

Roosevelt African Hunt— 191 1

By Dog Team in Arctic Wasres

With Russian Army in 1915

On the Frontiers of the World

Burning of Smyrna — 1922

Johannesburg Riots — 1912

Florida Disaster

For 16 years Pathe News has
chronicled the events
of the 'world

NEWS

„4e rful sevv'ce
/on ■ Neb.
n Hasttng ’ rt

»uuience demand

P£IUF HEWS

J^ock, Arl^

HastingsV

Sept tbjj ^

Ray Hall. Bdi^- V<H

Pathe News.

Vork. N ^ expreSs

Per^ {oTwonder(ul ser-

news Omaha

v^e on new
, pATHE is
a0dP M *

Rock, Ark.
rP1- 17, 1927
iitor.

'N Y

. ")ate you on your
and the improye-
rshown. Your scoops

fed -C Cann0t be COm-

Y"' My discriminating-
demands the best

Rathe.

VI v

pockEEnd-i •

. \s\and.
pock *■* i921

CaPOt*

fV

A// f in Ea
^"enrown a

Bethlehe

■m, 1

Sat'-
Hall.®d"°r-

EaV News> v

JAtHE

paV

ace °W* rt as. /Jgreat
•*

est neV7 ^ork. ^ Mgr..
lhe S°°Bet\Sace Theatre

Xs

Ip years
Albany, Ga.

Albany, Ga.,
Oct. 1, 1927.

erson, Mgr.,

lange, Inc.,

siv

Nr

tivd^;.v:
that^H
same
season ns

oughly ap^

of this news

|Kve used PATHE
H some fifteen years
ssfully. This is the
• k t recommendation I
.now of.

;etVHC

IIS iti

WHS. NEWS

x*yvtall E, s^- ?x°&

^ Newf'ry

c°ngra t u )a ' V

lowing , S °n yoUr Jft

As./*'- of*

aii Trst on STE PAT«

In lveeryNeivs Wonh'vvh?

shoivn the big^^ We hal ,

;n our ^.7 frms fiRsv‘

.,0lVr‘ and Bethlel A,Jen-

hat we will conr and feel

l°„g as p«“* »o do SQ
WayS Wt the ‘W1?11

X FrCd °«ers4k

PATHE NEWS

Bigger and Better
in Chicago

Chicago, 111.
Sept. 24, 1927
Ray Hall, Editor,

Pathe News, N. Y.
Congratulations to you and
staff on the steady im-
provement in PATHE

NEWS. It is getting Big-
ger and Better each issue.
KeepjJ£j>^\good work.

John Nash,
[ace Theatre

Sees all

_ . . knows

in York , Pa-

■onuses
it Part °l

/e cannot

service.

Ray x”

Pathe 1

New Y

Have

Congra

REAI,

place

St. Louis, mo
Sept. 21, 1927
Editor,
s,

N. Y.

- all new
f

York, 1 1
Sept. 10, |

Kay Hall, Editor
Patbe News,

New York, N. Y.I

fees All Knows A

our sentiments J|

tag rATHE NE

Nathan 1

\ xr3 ky-wor<jE
Muskoi

pe.

ways applauded.

Strong £or

pathe HEWS

\ —and its editor
1,1 Memphis, Term.

pathe news

indispensable in

South Bend, lnd.

Memphis, Term.
Sept. 10. 1927

R*y Hall. Editor
J^athe News
New York N y

=Hi: r

newsanrtee’iewhHeVertS- The
are compared and found'116"
netSarede,y^a'0day a 'err"
for you PATHE NEWS* a T

exhibitor has is a aSSet an

PATHE. nIws"

South Bend, lnd.

Sept. 22, 1927
Ray Hall. Editor,

Pathe News,

New York, N. Y.

At the Palace in South
Bend we consider PATHE
NEWS just, as necessary
on our vaudeville program
as the biggest headliner.

A. George Gordon, Mgr.

Yr '“6tatu\a«onS V‘ice

^prompt 6

-

SCOOP

7 s elbc'e

\ _ ceasc"=" ^°\t P0^*^

,peoro

(News,
',e use,
— 'S in bur

atre Slnce Septe;
Nineteen Hundr
name 's a by.H

customer. you
given some fast
We wish ,o con
on

same.

PATHE NlWsFTPATHrNEW*

has no superior
in Hartford, Conn.

scoops

them all

Champaign,

111

Hartford, Conn.
Sept. 7. 1927

Ray Hall, Editor.
Pathe News,

New York, N. Y.

We consider PATHE
NEWS important part of
our program. It has no
superior in this city.

Champaign U
Sept. 20, 1927
Ray Hall, Editor.

Pathe News,

New York, N. Y.

, a to sav that w
I am glad to say

your assistance we ‘
repeatedly scooped all o
theatres in Champaign
News Service.

_ , vic-ya/c; the s,

Clarence W. Seymour,
Pres. Allyn Theatre Corp.

•GORILLA

breaks

loose

10BS STAMPEDE

f. LOUIS THEATRE BOX-OFFICE-
F3LICE RESERVES CALLED TO STOP
SEAR RIOT AS WILD GORILLA STALKS
jUREEN— STRIKES AT DOT OF
GPENING--MULLIGAN AND GARRITY TO
FHE RESCUE!

J

“D *d*d'donyt

s ay

THE DAILY SCREAM

b*b'b'be

Happiness

s~s* S' scared
Boys

■ SKOURAS BROS,

\ SURE GORILLA
CANT MISS

Nicknamed Happiness
Boys After Big Coupe
On Wild Gorilla

The Skouras Brothers will be
known as the Happiness Boys of the
Film Industry after their tremendous
cleanup with the First National spe-
cial “The Gorilla.”

St. Louis was in panic all last week
as surging mobs tore down on the
Ambassador Theatre box-office and
demanded admission to view the sen-
sational Alfred Santell production of
the world famous Ralph Spence play

Only police interference prevented
a riot, so our daily wire tells us, and
the day was saved when the Skouras
Boys announced that doors would
open sooner and close later than
usual.

)

S

\

I

“I’ll kill you!” — and then things be-
gin to happen.

GORILLA DELAYS
WEDDING

Threatens Life of

Beautiful Girl

Alice Townsend and Marsden of
the Gorilla who planned a secret
wedding here are now in hiding until
the wild Gorilla who threatens their
lives is found. All plans for the
wedding have been called off. Both
parties fear a public appearance.

THE HAPPINESS BOYS: — Skouras Brothers who haven’t been hap-
pier in years than during the recent showing of the Gorilla.

Ambassador Smashes
Every Known Record

Never in the history of St. Louis has such tremendous
business flowed into a theatre.

One of the greatest exploitation campaigns ever put be-
hind any picture was carried on the Gorilla by the conserva-
tive St. Louis house and Skouras Brothers stuck to their
original policy of doing nothing but advance work on the at-
traction and letting word of mouth advertising do the rest
for the length of the showing.

The response has been phenomenal as the Happiness
boys will attest. They rolled up grosses never dreamed of.

MULLIGAN AND GARRITY the two dumb dicks who couldn’t un-
derstand why their shadows kept following them.

GORILLA KIDNA!
SLEEPINGBEAU

Wild Terror Breaks
to Bedroom and Ste
Gorgeous Brunetl

Boldest Raid in Foi
Years

DUMB DICKS ON JC

What Is conceded to be the
daring kidnap ever perpetrate
crime history took place in th<
fred Santell production, The Go
Mulligan and Garrity, who ar
ways behind the job in front of t
hurried to the scene of the kidna
only to arrive about five minutes
late.

The lady stealing, man ki
mystery demon.

GORILLA ISSUI
STATEMENI

Speaks for Itself

Nobody can talk better for
Gorilla than the Gorilla itself. 1
the titles, the production, the
the fame of the stage play and
marvellous chances for real expl
tion and showmanship that it o
and you have one of the biggest
ever offered on the screen.

It is a picture like the Gorilla
will bring a weak theatre into
winning class and make a strong
even stronger.

THE DAILY SCREAM

t PLNKETT
AFTERJSORILLA

» 5 Record Price on
Jlankiller’s Head

V YORK DEMANDS
OWING AT STRANp

Plunkett has issued demand to
National Pictures to deliver th<?

Ba to him for public showing
aing November 19 So great

iPH PLUNKET, astute show-
who has made up his mind to
he Gorilla at any cost.

js he demand of the public to see
te demon that Plunkett made it
Kwork with First National offi-
11: in securing this sensation for
I showing.

lit the man-killer will repeat his
I ouis triumphs is expected be-
| Plunkett will break loose with
I if the biggest campaigns ever
in the history of his theatre.

BET THE GORILLA

(hat's the word everywhere —
it the Gorilla” — the greatest at-
btion of any age Bound to do
Siational business.

VARIETY GETS

DOPE ON GORILLA

“There is a picture I am going to
see again." Believe us, brother, that’s
praise indeed from Caesar "

What a showman's wow it is! It has
everything that a weak box-office needs
to put it back on its pins. There have
been mystery stories before, true enough
But “The Gorilla” is more than that.
Maybe the best name for it is comedy-
mystery The picture is absolutely
sure-fire There isn't a chance m the
world for it to miss. That's promising
a lot for any picture, but we endorse
it as cheerfully and as whole-heartedly
as we can.

“The Gorilla" adds another laurel
to the success wreath worn by A1 San-
tell

As for First Nationcl

The boys over on Madison avenue
know they have a winner Therefore,
copious smiles Every time you bunp
into Messrs. Spring or Depinet or
Smith or Calloway and Hatch you get
a merry grin We grant them they have
plenty of reason “The Gorilla” is
only one Lots more in the First Na-
tional lineup that will bring in the do-
re-mi. But, say they all, this is only a
beginning of what is to come.

Get primed, mates Looks mighti-
clear sailing ahead

KANN.

i

EDITORIAL

Sweet

Santell

Current Issue Covers
St. Louis Escapade

MAURICE KANN, who will be
known hereafter as Red — some
dirty work of the Gorilla.

EDITOR'S HAIR
TURNS RED AT
SIGHTGORIILA

Issues Demand to Get
the Gorilla

(Reprint from Film Doily)

The Gorilla in film form took the
record at the Ambassador. The
theatre was capacity for the thriller
comedy before noon that day, the
first time since the house opened.
Seven thousand exhibitors armed
to the teeth with dough-re-mi are
storming the First National of-
fices demanding the Gorilla. First
National offices have never been
so swarmed as in these last
seven day? since the Gorilla
made his sensational St. Louis
appearance. If things keep go-
ing as at present police re-
serves will have to be called
to handle the exhibitor
groups who are fighting their
ways into branch managers
offices and insisting on early
appearance dates. "Every-
one will get a chance to
show the Gorilla,” an-
nounced Ned Depinet —
but the early bird will
catch the Gorilla and
the late will catch
nothing but the over
flow from thehouses
that show it.

ALFRED SANTELL, the director
who makes this his seventh hit in a

THE DAILY SCREAM

All in Fun ^ But Don’
Let the Laugh be on You

Grab the Gorilla or the
OppositionWill Make
A Monkey Out of Y ou

BIGGEST
EXPLOITATION
BET INJISTORY

Showman’s Chance for
Bonanza

The greatest bet ever offered
exhibitors. At the heighth of the
season along comes First National
with the finest sure fire showman’s
epic in history. What it did in St.
Louis it will do for you — and more.

You can't go wrong on The Gorilla
—take a tip get it quick.

She just saw the Gorilla and fell
into her sweetie’s arms.

THE SKY’S THE
LIMIT WITH
THEJQRILLA

Think of the exploitation chances
this sensation offers you — if you
ever wanted a chance to step out
and put something over — if your the-
atre needs new blood to bring them
in more often — if you want to clean-
up as you never have before the
Gorilla is the chance of a lifetime.

Get in touch with your local ex.-
change right away — and believe
what you read when Variety — Film
Daily and Skouras Ambassador show
you — all in one week that here is
the biggest hit in years.

ALICE DAY AND GAS
GLASS provide the beautifu

scenes.

rULLY MARSHALL — maybe he’s
the Gorilla — maybe not.

COMEDY BY THE
SCREEN LOAD

There are more laffs per foot in

“MULLIGAN — MULLIGAN
where the hell is Mulligan!”

LOVE ANGLE
WILL WARM
THEIR HEAR

Through the Gorilla runs oi
the most beautiful love stories y
ever seen. Alice Day is gorgeo
evening gown and negligee al
and Walter Pigeon and Gaston i
make a fine pair of rivals for
beauty’s hand. There is a con
element of fear as love soars o
wings of comedy and thrills.

SMALL fie ROGERS Prpienlr

FIRST

NATIONAL

PICTURES

FIRST

NATIONAL

PICTURES

FRED KELSEY

Alice Day - fully Marshall - Claude Gillingwater

. »,! £ciPJS«.E . An ALFnED SANTELL Production

LFRED SANTELL Production Management EDWARD SMAI |

A JirAt Tlationdl Picture

From the play by
Directed by -

EXHIBITORS

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-16 Charing Cross
Rd„ W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features

41

Presentation Acts

42

The Theatre

52

New Pictures

54

Available Attractions

55

Press Sheets

Classified Advertising . .

— - 60

The Box Office Ticker .

59

“What the Picture Did

for Me” 61

FEATURES

Los Angeles, by Ray Murray .... 34

Pictorial Section

35

Re-Takes

34

Service Talks, by T. O.

Service 51

Letters from Readers....

58

Chicago, by W. W.

SUBSCRIPTION

RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Is

sue —

HOUSE group favors repeal of admission taxes — Michalove is
expected to operate own enterprise in South after resignation
from Universal Theatres.

FLOOD washes away theatres; Large benefit shows staged in
New England; Boats hitched to marquis; Mob of collegians
storm four St. Louis Theatres.

PETTIJOHN pledges reduced rentals and end of chain “rule”;

Sewing up of films to cease, Texas M. P. T. O. is told — Sol Les-
ser forms theatre chain.

PARAMOUNT will call preferred stock and fund all bank loans —
Murdock spikes rumors of merging of Pathe and First National;
Omaha convention urges reaffiliation with M. P. T. O. A.

/^ALIVE BORDEN will leave Fox Decem-
ber I after disagreement on new con-
tract Mayer returns to Coast with large

production schedule.

f' RAND jury investigates bombing of

State theatre at Hammond, Ind.

Garland S. Ferguson succeeds John F.
Nugent on Federal Trade Commission.

r'AKLAHOMANS at best session hear
' Woodhull and Pettijohn; Free shows

are protested; Spearman is re-elected

North Carolina M. P. T. O. meets Decem-
ber 12-13.

FB O will honor Kennedy with Grand
February Jubilee Kansas censors re-

ject fight films and sex picture; Statewide
controversy follows.

TUT OLDINGS of Tec Art Studios, Inspira-
•*- -*• tion Pictures and Carewe are com-
bined in merger Columbia and N. W.

exhibitors enter profit-sharing deal.

UNITED ARTISTS separates physical
distribution from sales and divides
U. S. into two territories; Cresson Smith,
Eastern salesmanager ; David Bershon,
Western.

ARKANSAS exhibitors promise full sup-
port to M. P. T. O. A. ; M. A.

Lightman is elected president Maryland

exhibitors agree not to book on percent-
age basis.

\ L L.ICHTMAN will be first president of

D new Motion Picture Club Auto,

plane and physicians lose fight to save
pianist from death.

For latest information on latest productions
turn to “New Pictures” Department on page 54

22

EXHIBITORS HERALD

November 19, 1927

EXHIBITORS

HERAL

Qhe independent ^Blm Qjrade ^ 'aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
ever7 fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Yol. XXXI November 19, 1927 No. 10

Cooperation

I ''HE fortunes of the motion picture industry are very
closely linked up with the welfare of the country at
large. Because of this it is highly appropriate that the
industry should not wait to be sent for in the matter
of affording any possible relief in the time of public
stress. It may be said, however, that thus far the indus-
try has not been neglectful of this responsibility.

At the time of the Mississippi flood disaster hundreds
of theatres were affected and the whole industry felt the
blow. Now again a large number of theatres in the New
England district are in a flooded zone. In this case also
the industry at large will suffer.

The ramifications of the industry are so great that what
might appear as merely a local disturbance will have in
reality an effect that will be felt throughout the business.

It is therefore highly proper that whenever the indus-
try in any part is adversely affected that the whole busi-
ness take due note of the situation. The industry’s
responsibility is plain and the circumstances are such that
this responsibility cannot be successfully evaded.

*

On Trial

CONSIDERABLE interest is centered upon the attitude
of the Federal Trade Commission toward the com-
promise agreement which, it is understood, has been
submitted by the Paramount Lasky corporation. Nothing
definite has been revealed concerning the details of the
suggested compromise and nothing is known definitely
concerning the reaction of the commission.

It is reported that Paramount would like to see an
agreement arrived at which would he based on the dis-
tribution policies accepted during the recent Trade Prac-
tice Conference. Alongside of this, however, it may be
mentioned that the commission has let it be known that
it was not completely satisfied with the amendments to
distribution practices agreed to at the Conference.

This does not necessarily mean that the commission
will reject in whole the compromise proposition of Para-
mount, but it does seem to suggest, especially when con-
sidered alongside of other known factors in the case, that
the commission will not now be satisfied with half-way
methods in connection with block booking.

It would seem in view of the cease and desist order
issued against Paramount on the subject of block booking
that the commission, to be consistent, will have to pro-
ceed to litigation with a view to having its order enforced.

It is to be expected that if Paramount is made to
abandon the practice of block booking that all other con-
cerns in the business will have to do likewise. It is,
therefore, to be understood that the case now pending
against Paramount in reality, involves the entire business.
The question of block booking for the whole business is
on trial.

* -X- *

Short-Sighted Selling

PRODUCERS cannot be expected to ignore any and
all right and legal opportunities to get additional
revenue out of their films. This phase of the non-
theatrical film situation must be considered.

But it is far from a closed question that the promiscu-
ous selling to non-theatrical agencies will enable pro-
ducers to augment revenues.

There is a certain class of non-theatrical accounts which
should be and must be served. These accounts can pay
but very little money for film and they represent prac-
tically nothing in the way of opposition for theatres. But
there are other non-theatrical accounts which do repre-
sent competition and these are the ones which exhibitors
generally assert should not be served by producers.

The theatre, of course, is now and will remain the chief
source of revenue for the producer. It is a decidedly
short-sighted policy for producers to follow a policy
which tends to weaken their chief source of revenue.

We do not believe that any non-theatrical account
should be served where the exhibitor can show that such
an account amounts to material competition.

If this is not done the producer is actually lessening his
revenues instead of increasing them because the non-
theatrical account which is in competition can only at
the best pay a nominal rental and in operating at all he
is making it difficult or impossible for the exhibitor to
pay a rental which the town or community should be able
to yield.

if w ‘X’

Distant Management

EVIDENCE accumulates relative to the growing hos-
tility which exists, especially in the smaller cities
and towns, with respect to the circuit operation of
theatres.

We are in receipt of a communication from an influ-
ential trade body in a small city in which it is pointed
out that theatre conditions are unfavorable and the reason
cited is that the three chief local theatres are circuit
operated.

Our informant ascribes the unfavorable conditions to
what he says is the failure of these theatres to become
properly attuned to local conditions. He says that the
theatres as operated do not properly reflect local require-
ments and that the programs offered are not suited to
local tastes. He refers to an impression which he says
exists on the point of the selection of films, asserting that
the feeling is that the films exhibited are dictated by an
executive in another city who does not know the town or
its people.

The trade body, headed by our correspondent, ex-
presses concern over the situation principally because it
feels that the theatres, because they are not successful,
are not building business for the community as is being
done by theatres in other districts.

November 19, 1927

EXHIBITORS EIERALD

23

House Group Favors Repeal
of Theatre Admission Taxes

War Levies Should End,
Committee Members Say

Burt New and O’Toole Tell Congressmen That Seat
Tax Is Unjust and Discriminatory

By FRANCIS L. BURT

WASHINGTON, Nov. 15. — Appeals for the repeal of the admission tax
submitted November 10 to members of the House committee on ways and
means by Burt New, Washington representative of the M. P. P. D. A.,
and M. J. O’Toole, secretary and business manager of the M. P. T. O. A.,
on the general ground that one or two industries should not be penalized
by the retention in peacetimes of wartime taxes, are expected to be reflected
in the elimination of the impost when the new tax bill is presented to the
House of Representatives by the committee next month.

Several Committeemen Favor Repeal
Both representatives of the industry discussed the tax at length and
members of the committee, by their questions and statements, indicated
that they were very favorably inclined toward the repeal of the tax. Several
of the committeemen were outspoken in their opinion that the war taxes
should be wiped off the books without further ado.

Grand Jury Begins
Quiz on Bombing
of State Theatre

(Special to the Herald)

HAMMOND, IND., Nov. 15.— With all
investigating agencies combined into one
force, the Lake County grand jury began
this week its review of the State theatre
bombing last week which caused a loss of
$500,000 and completely destroyed the thea-
tre. William Kleihege, lessee of the
theatre, and officials of the Merchants’ Im-
provement Association have been ques-
tioned and were asked to testify before
the grand jury. Business men of Ham-
mond through their Chamber of Commerce
have offered a reward of $2,000 for in-
formation leading to the arrest and con-
viction of the bombers.

Ferguson Appointed to
Succeed Nugent on Trade
Commission by Coolidge

(Special to the Herald)

WASHINGTON, Nov. IS.— Garland
S. Ferguson, Greensboro, N. C., was ap-
pointed a member of the Federal Trade
Commission, November 12, by President
Coolidge, to succeed Commissioner John
F. Nugent of Idaho, whose place was
declared vacant by Controller General
McCarl in a recent decision holding that
Nugent’s term of office expired Septem-
ber 26 and not, as contended by the com-
missioner, on January 14 next.

Ferguson is a brother of Homer S.
Ferguson,, head of the Newport News
Shipbuilding Corporation and former
president of the United States Chamber
of Commerce. It will be necessary for
the Senate to confirm the appointment
when Congress convenes next month.

Court Evades Issue in
Atlanta Fight Film Case

(Special to the Herald)

ATLANTA, Nov. 15.— Federal Judge
Samuel Sibley refused to interfere with
the seizure here of Dempsey-Tunney
fight films last week from the Metro-
politan theatre and declaring that while
he had jurisdiction over the case, it was
discretionary, and he referred it to U. S.
Commissioner L. S. Ledbetter.

Both the owners of the pictures and
the theatre owners state through their
attorneys that in the event of an ad-
verse decision they will take the case
before Judge Sibley for review.

Exchanges Consolidated

( Special to the Herald)

PHILADELPHIA, Nov. 15. — Ar-
rangements are being made to consoli-
date Paramount’s Wilkes Barre office,
which has been serving Northeastern
Pennsylvania, and part of New York
with the Philadelphia office.

Arrest Stench Bombers

( Special to the Herald)

DALLAS, Nov. 15. — Four men, charged
with throwing stench bombs in a suburban
theatre here have been arrested.

In his statement to the committee, Mr.
New stressed the fact that he was ap-
pearing for a principle and not for relief
for the exhibitors, since, he said, prob-
ably less than 100 motion picture thea-
tres are now affected by the tax, which,
however, falls heavily upon the legiti-
mate drama, vaudeville, circuses and
other branches of the amusement indus-
try. The M. P. P. D. A., he said, does
not request any tax remission except in-
sofar as such relief would be justified on
grounds of public welfare or sound con-
sideration of suitable tax policies and
methods on the part of the Government.
However, he pointed out, the admission
tax was never intended to be permanent;
it was a wartime source of revenue and
not a peace measure.

Opposes Burdening One Industry

“The question, as we see it,” he told
the committee, “is not whether the com-
prehensive tax imposed during the war
for war purposes only on admissions to
motion picture and other theatres shall
now be made a permanent part of our
peacetime revenue system, but the ques-
tion is whether the small fragment or
segment of this confessed war tax which
has been left shall thus become perma-
nent. I submit that there is no occasion
whatever for the singling out of any one
or two industries, which in common
with all others pay their income and
other taxes, and impose upon them a

special and additional tax for permanent
peacetime purposes.

“ Congress has itself conceded away
the policy or principle of permanently
maintaining the admission tax by rea-
son of its course in heretofore gradu-
ally remitting this tax on all admis-
sions of 75 cents or less. However,
the admission tax of over 75 cents
still remains. It is one of the last
wartime taxes continuing in force, and
we submit that it should now be re-
pealed in whole or in part if the
Government revenues will permit.
From no conceivable standpoint of
taxing policy is the further retention
of the remaining tax on admission to
theatres justifiable.

“During the postwar period, many
hitherto luxuries, socalled, have become
necessities among the masses. The vast
benefits of motion pictures have never
been deemed luxuries, but have been
treated as offering the widest opportuni-
ties for those necessary enjoyments and
educational and cultural advantages
which the people earnestly desire and
which are not otherwise procurable.”

O’Toole’s argument was based on the
service performed for the nation and the
people by the motion picture houses. He
reviewed the work performed during the
war, for which the late President Wilson
and his Secretary of War showed their
appreciation by the issuance to each of
the theatres of the country of certificates
of merit.

Dan Michalove Expected to Operate Own
Enterprise in South After Leaving “U”

( Special to the Flerald)

ATLANTA, Nov. 15. — Following his resignation from Universal Theatrical
Enterprises, announced last week, Dan Michalove is expected to return here
immediately to launch a new enterprise for the building, acquiring and oper-
ating of theatres in the Southeastern states. This is said to be an entirely
personal move on Michalove’s part, and that his enterprises will have no
connection with any other chain. Michalove went to New York early in the
year to head the Universal chain, and at that, time signed a five-year contract
with the company. For the present the Universal theatres are operating
under a cabinet, with E. H. Goldstein, treasurer of Universal, serving as
chairman.

24

EXHIBITORS HERALD

November 19, 1927

NEW YORK. — Ben Abrams has re-
opened his office in the Hotel Astor
lobby for the cold period. . . . Irving Cum-
mings and Howard Estabrook spent last
week in New York getting underworld
atmosphere for a Fox picture, and it is
whispered that they got it plenty, and how.

. . . A l Grey, back from the Chicago open-
ing of “Wings,” reports that a good time
was had by all. . . . Bill Cardoret, big chief
of the Mike Comerford chain of theatres,
is one of the few out-of-towners to be
voted on for director of the Motion Pic-
ture Club. . . . Sam Rork, here with his big
Will Rogers picture, says the title is “A
Texas Steer” and not “The Texas Steer”
and Sam should know. . . . Elmer Pearson,
getting to be quite a traveler, will leave
this week for another trip to the West
Coast studios. . . . Ben Amsterdam came up
from Philadelphia to attend last Thursday’s
meeting of the charter members of the
Motion Picture Club, Ben being a c. m. . . .
Joe Schenck returned from abroad last
Thursday on the Aquitania — fellow pas-
senger with Ruth Elder. . . . Jack Dempsey
turned in his check and application for
membership in the Motion Picture Club,
but the membership committee has not yet
acted on it. . . . Arthur Friend has re-
financed his chain of New England thea-
tres, and will continue his extensive build-
ing plans. . . . Sol Lesser is about to start
a nationwide chain of theatres, but Irving
beat him to it with a chain already estab-
lished on Long Island. . . . Charlie Seaman,
once prominent in pictures, is swelling his
bank account by selling building stone
made of wood. . . . M. H. Hoffman, look-
ing like a youthful athlete, returned last
week from the West Coast all pepped up
over the prospects of his new pictures.

. . . Dick Rowland and Clifford B. Hazvley
leave this week for the Coast, Mr. Hawley’s
first trip since he became president of First
National. . . . George Weeks, head of Para-
mount’s short feature department, is back
after a month’s trip oArer the company’s
exchanges. . . . Dr. Hugo Riesenfeld has
changed the policy of the Colony theatre
back to straight pictures. . . . Eddie Grain-
ger has returned from a two weeks’ trip to
New England looking after the interests of
Fox films, and the flood didn’t get him.

. . . Lon Young has gone to Indianapolis
in connection with the opening there of
“The Satin Woman,” one of Sammy Sax’s
many good pictures. ... Abe Carlos, hav-
ing bought all the stories he needs now,
has gone to the coast to turn some of them
into pictures. . . . Eddie McNamee has
joined Herman Robbins, Pat Garyn and
the rest of those livewires over at National
Screen Service. . . . Paul Bern, general
assistant to Irving Thalberg at the M-G-M
studios, is expected in New York next
week. . . . Joe Schnitzer left last week for
a swing around the F B O Midwest
branches. . . . Major Bowes has a choice
bet this week at the Capitol in the person
of Billy Jones and Ernie Hare, the popular
Happiness Boys of the Radio. . . . J. C.
Barstyn returned last week from abroad.
. . . Marion Davies, just in from the West,
took a peep at “Quality Street” playing the
Embassy, and thought it was a real good
picture. . . . Dan Michalove, resigned from
Universal Theatres, is expected to an-
nounce a new and important connection
this Aveek.

EDUCATIONAL

Production is at its height for
the current season. Above is a
scene from “Red Hot Bullets,”
Educational-Mermaid comedy,
featuring George Davis and
Eddie Quillan. Stephen Rob-
erts directed, with Dwight War-
ren at the camera.

Estelle Bradley (left), lead-
ing woman in Mermaid com-
edies, is shoivn in her latest
portrait.

Below is a scene from “ The
Little Rube,” an Educational-
Dorothy Devore picture, which
was directed by Norman Tau-
rog. Leonard Smith did the
photography.

— SPARGO. •

November 19, 1927

EXHIBITORS HERALD

25

Flood Washes Away Theatres;
Large Benefit Shows Staged

Boats Hitch to Marquis;
Embargo Cuts Shipping

Star at Milton , Vt., and Theatre at Lemoile Destroyed
— Two Hundred Others Reported Damaged

(Special to the Herald)

BOSTON, Nov. 15. — Two theatres are known to have been washed away
by the flood which swept over Northern New England with a toll of 170
deaths and many millions of property damage, but the total loss in theatres
will not be known until film delivery trucks finish their fight to bring film
into and out of the territory. Two hundred theatres are reported to have
been disabled.

Marquis Used as Dock

Only a few wires have been run into the stricken territory, but it is
known that the Star at Milton, Vt., and a theatre at Lemoile were washed
away. The only theatre in Montpelier was partly under water, the Marquis
being used as a mooring for boats. Barre, at the foot of steep hills, was
a veritable whirlpool in the section where the theatre and stores are.

Theatres Plan Benefit
Shows in N. Y. State

(Special to the Herald)

ALBANY, Nov. 15. — Every mo-
tion picture theatre in Albany,
Rensselaer, Troy, Cohoes, Me-
chanicville and W atervliet will
stage a Hood benefit show Sunday,
November 20. A special meeting
of the Albany Film Board was
held Monday to appoint the com-
mittee.

Louis Buettner of Cohoes will
give one-half of his receipts for
the day. In Troy the theatres will
give the receipts of Sunday after-
noon.

Ohio Convention to
Seek Solution For
Fight Film Dispute

(Special to the Herald)

COLUMBUS, O., Nov. 15.— During the
convention of the Ohio M. P. T. O., Nov.
15 to 17, some solution for Ohio in
the conflict between federal and state
legislation on the showing of fight
films is to be sought, according to
Business Manager P. J. Wood. Ohio ex-
hibitors near the state line are complaining
that since they cannot show the films, their
patrons are leaving their home towns and
going into other states to see the pictures.

Another important phase of the conven-
tion will be the report of the Federal Trade
Commission. Registrations for the con-
vention are said to be larger than for any
previous year.

Musicians 9 Strike Ends
at Atlanta Rialto After
Two Months 9 Deadlock

(Special to the Herald)

ATLANTA, Nov. 15. — Thursday marked
the end of the deadlock that has kept all
music out of the Rialto since September 5.
The strike arose when the management
decided to eliminate the orchestra, using
three organists only.

The agreement was reached with the
representatives of the local musicians’
union and Publix through the efforts of
Harry Sherman, Publix union contact
official who came here especially to help
settle the question.

15 Million for U Films
In 1927 , Says Laemmle

( Special to the Herald)

HOLLYWOOD, Nov. 15. — Carl
Laemmle, president of Universal, ar-
rived here Saturday after four months
abroad. He announced Universal will
expend fifteen million dollars in produc-
tions this season, including seven super-
productions.

Howard L. Swain Dead

(Special to the Herald)

SHREVEPORT, LA., Nov. IS.— How-
ard L. Swain, 51, local supervising man-
ager of the Saenger-Ehrlich theatres died
here recently after a month’s illness.

All the Boston salesmen came safely
through the flood, a number being ma-
rooned at Burlington, Vt. More than
half had to abandon their autos when
the swirling waters made them run for
their lives.

Almost all theatres were flooded in the
Blackstone Valley, extending from Cen-
tral Massachusetts into Rhode Island,
but none was washed away.

Exhibitor Takes Flood Scenes

Peter Latchis, who operates theatres
in Brattleboro, Vt., and Keene, N. H.,
was the first to make his way into Bos-
ton. He had a motion picture camera
and had taken flood scenes which he car-
ried to Paramount.

R. Mosher, owner of the New Hamp-
shire Film Delivery, drove a new truck
into the flood area as far as he could go.
He had some exciting experiences in get-
ting hold of some of the C. O. D. pack-
ages, but he got them. Then he made
his slow but thrilling journey out of the
flood area. He crossed the river at
White River Junction, the bridge trem-
bling ominously. The trip took three
days and nights without a wink of sleep.
Two fenders were missing, but Mosher
brought 72 cases of film out of the area.

Distributors were met with a heavy
embargo to add to their shipping dif-
ficulties. It still covers all of Ver-
mont and the northern part of New
Hampshire.

Rerouting of film from New York
City, Albany and New Haven was com-
menced at once. Sections of Vermont

were reached via Northern New York to
Fort Henry and thence by steamer
across Lake Champlain to Burlington
and other points.

“Bill” Erb of Paramount, John J.
Scully of Educational and C. McGerigle
of FBO were appointed a special com-
mittee by the Film Board.

In Boston the Metropolitan and
Loew’s State will hold midnight shows
as benefits. Almost all suburban thea-
tres are following suit.

Exhibitors Carry Food

ALBANY, Nov. 15. — Disregarding
their own losses, exhibitors of Vermont,
Massachusetts and Connecticut last week
gave benefit shows and co-operated in
every way to aid the flood-stricken area.
In some places exhibitors helped collect
clothing and food. The first to stage a
benefit was the Strong theatre at Burl-
ington.

The first Vermont exhibitor to reach
Albany was John B. Harte of Benning-
ton, where damage amounted to a mil-
lion but his theatre was not injured.
George Valley, who operates theatres in
Winooski and Essex Junction, Vt., ar-
rived to try to get a month’s supply of
film. T. J. McCarthy of Fair Haven,
formerly of Port Henry, also came to
Albany for film. Returning home, he
distributed spring water among Rut-
land’s flood victims.

At least two film salesmen were
caught by the flood. Russell Sully of
Warner Brothers was marooned at Ben-
nington.

Mob of 500 Rah Rah College Boys Storm
4 St. Louis Theatres , Leaders Arrested

(Special to the Herald)

ST. LOUIS, Nov. 15. — Patrons of four of the leading theatres of St. Louis
were almost thrown into panics Armistice night when a mob of 500 college
students from Washington university surged down Delmar boulevard to
Grand and burst into the theatres in an advance football celebration. When
the mob entered the Pageant theatre, shouting and otherwise raising a dis-
turbance, some of the women and children seated in the house became panicky
and it was only the prompt action of ushers that prevented serious trouble.

From there the mob raided the West End Lyric and Embassy theatres
and then marched to the Missouri, but there they were met by police who
arrested eight of the leaders. They were held two hours. This effectively
stopped the rioting.

26

EXHIBITORS HERALD

November 19, 1927

Bombs and Fire Wreck Theatres

Walls and dome of the State, damaged beyond repair by bombers (P. & A. Photo)

Exterior of the explosive-torn State theatre at Hammond, Ind. (P. & A. Photo )

November 19, 1927

EXHIBITORS HERALD

27

Twenty lost their lives when this theatre burned at Temmerfors, Finland (P. & A. Photo )

Looking into the State at Hammond through blasted wall (P. & A. Photo )

Three Buildings Made Total Loss

Ruins of the Tivoli at Detroit, bombed at loss of $285,000 ( International Newsreel Photo )

28

EXHIBITORS HERALD

November 19, 1927

SIGNING the contract giving Columbia complete exhibitor cooperation in the
Northwest are (left) Claude H. Macgowan, general salesmanager and assistant
treasurer of the company, and A1 Steffes, president of the M. P. T. O.

Columbia and N.W. Exhibitors
Enter Profit-Sharing Deal

New Columbia Exchange Opens in Minneapolis, Closely F ollowing
Two at Des Moines and Omaha

(Special to the Herald)

MINNEAPOLIS, Nov. 15. — Columbia is assured of practically 100
per cent co-operation in the Northwest as the result of a profit-
sharing arrangement just completed by Claude H. Macgowan,
general salesmanager and assistant treasurer, with W. A. Steffes, president
of the M. P. T. O. of the Northwest, and Theodore L. Hayes, representing
the F & R circuit.

ANEW Columbia branch, with Ben
Marcus as manager, has been opened
with the new development and the dis-
tribution of the company’s productions
in the Northwest has been taken out of
the hands of the M. P. T. O.

Exhibitors to Share in Gross
The new plan will permit exhibitors
to increase their net for the year in direct
proportion to the number of Columbia
pictures they play, according to Macgowan.
This is called the first time that a
producer with no theatre interests has
arranged a plan with an M. P. T. O.
whereby the members of the latter
become partners in the gross business
done in the territory.

“The highest type of salesmanship is

Stars Boost Own Films
By Phonograph Records

(Special to the Herald)

NEW YORK, Nov. 15. — The
latest novelty in motion picture
advertising is a phonograph record
from which the voice of a star is
heard telling about his or her
latest release. This is designed
to be used by exhibitors for ad-
vertising coming attractions. The
idea belongs to Fitzer Brothers
and is being put out under the
title of “ Fitzer’ s Stars Talks.”

A demonstration last week was
given at the studios of the Bruns-
wick Phonograph Company. The
record by Johnny Hines, told of
his new First National release
“Home made.”

that which keeps all those involved in
the transaction happy and satisfied; this
is the basis on which Columbia is oper-
ating,” Macgowan said, in commenting
on the deal. “It is my belief that the
affiliation entered into with the M. P.
T. O. will rebound to the advantage of
the Northwest exhibitors who co-operate
to put the plan over. Much of the credit
should go to Mr. Steffes and Mr. Hayes.”

Three New Exchanges Opened
Nationalization of Columbia’s product
rapidly is nearing completion. Only last
week the corporation opened a branch
at Omaha, with Joe White as manager,
and a new office has been started at Des
Moines under the management of Meyer
Stern. All three exchanges were opened
within three weeks.

Kennedy Editing New
“Story of Films,” Based
on Addresses at Harvard

(Special to the Herald)

NEW YORK, Nov. 15.— “The Story
of the Films,” edited by Joseph P. Ken-
nedy, and authorized by the fourteen
leaders of the motion picture industry is
now on the press and will be out within
the next few weeks. The book is a col-
lection of 14 addresses given before the
students of the motion picture course at
the graduate school of Business Admin-
istration at Harvard.

Shalit, Tiffany Manager

(Special to the Herald)

DETROIT, Nov. 15.— Carl H. Shalit,
Tiffany salesman, has been appointed
branch manager, replacing Allan Moritz.

Steffes Says Cohen
Idea Sounds Fine

Greater Amusements of Minneapo-
lis prints the follozving story:

When shown the statement an-
nouncing the formation of the Board
of Trade and Commerce of the Mo-
tion Picture Industry of the United
States of America, W. A. Steffes,
president of the Theatre Owners
Association of the Northwest, and
one of the bitterest foes of Sydney

S. Cohen during the last three years
of his reign as president of the M. P.

T. O. A., said:

“While I haven’t seen a prospectus
of the new Board of Trade and
Commerce, I believe the idea is a fine
one, if I can read between the lines
of the meagre official statement al-
ready issued.

“I believe Mr. Cohen is by far the
greatest exhibitor organization leader
the motion picture industry has ever
had, and barring his ‘petty politics,’
I have never taken issue with him.
In short, I never have opposed Syd-
ney Cohen, the man ; it was his poli-
tics, and I believe that he will make
a great leader for the new organ-
ization.

“Further than that I have nothing
to say regarding the formation of
the new organization, at least until
I learn more of the purposes and
principles back of it.”

Inasmuch as the organization
which Steffes heads is not affiliated
with any national association, it is
likely that he would swing his sup-
port to a proposition such as outlined
in the meagre announcement made
by the Board of Trade and Com-
merce.

North Carolina M.P.T.O .
Convention Called for
Dec. 12-13 at Charlotte

(Special to the Herald)

CHARLOTTE, Nov. 15. — What prom-
ises to be the finest convention ever
held by the M. P. T. O. of North Caro-
lina will be called to order here by the
president, Charlie Picquet, at the Char-
lotte hotel on December 12 and 13.

The convention will mark the six-
teenth year of the organization and now
boasts a paid membership of 180. Pete
Harrison, Julian Brylawsky and Pete
Woodhull are expected to be present.
Some of the questions discussed will be
“The Legality of Arbitration” and
“Clauses of the New Contract.” The
Sandhill Sixteen, Victor recording art-
ists, will entertain.

Foreign Officials on Visit

(Special to the Herald)

NEW YORK, Nov. 15. — Foreign rep-
resentatives of Paramount here for their
annual visit to the home office are Fred-
erick W. Lange of Buenos Aires, gen-
eral manager for Argentina, Uruguay
and Paraguay; and John E. Kennerbeck
of Sydney, Australia, sales promotion
manager for the Paramount Australian
organization.

Censor “Glory” Film

(Special to the Herald)

HOUSTON, Nov. 15. — The city censor
has whittled “What Price Glory?” until the
original is hardly recognizable.

November 19, 1927

EXHIBITORS HERALD

29

Petti john Pledges Reduced
Rentals, End of Chain “Rule”

F~N Profits Gain
24 Per Cent in
First 9 Months

(Special to the Herald)

NEW YORK, Nov. 15. — Earnings of
First National for the nine months period
ending September 30, show net profits,
after all deductions and reserves for taxes
have been made, of $884,233, as against
$707,847 for the corresponding period last
year, or an increase of 24 per cent. These
profits are equal to $37.20 a share, or over
six times dividend requirements. Earnings
of First National foreign productions have
also increased over those of last year.

Sunday Shows in Austin
Boost B.O. Despite Fines

(Special to the Herald)

AUSTIN, Nov. 15. — This town seems
to be firmly launched into a policy of
open shows on Sunday despite the small
fines which are meted out to managers.
It is certain that city officials, for the
most part, are in favor of the move.
The law of course has to be upheld, but
the fines are the minimum and are there-
fore proving to be a good advertising
medium for both the theatres and for
the city, as front page space is being
given the situation all over the state.

A remarkable pickup in box office re-
ceipts for the week is being noticed by
all theatres and it looks as if the town
will finally come into its own.

Tweedy Elected Mayor
of Mechanicville, N. Y.

(Special to the Herald)

ALBANY, Nov. 15. — Exhibitors did not
fare very well in the elections held last
week, two out of three going down to de-
feat. Frank Meyers, who runs the Grand
in Scotia, and the Star in Schenectady,
was defeated for controller in Schenectady.
Irving I. Goldsmith of Saratoga Springs,
part owner of the Palace in that city, was
defeated for a place on the Supreme
Court. William B. Tweedy, exhibitor of
Mechanicville, was elected mayor.

Sewing Up Films to End,
Texas M. P. T. O. Is Told

But Exhibitors Pass Resolution Opposing Protection
Clause Governing First-Runs — Woodhull Speaks

(Special to the Herald)

DALLAS, Nov. 15. — Lower rentals are assured exhibitors if they will
help producers to develop new names. Distributors have decided they no
longer will take any dictation from chains on how much they will pay
for pictures, and exhibitors will be relieved at once of the “sewing up” of
product by circuits.

Pettijohn Gives Pledges to Texas

These promises, made by C. C. Pettijohn, general counsel of the Film
Boards of Trade, gave the surprise climax to the fall convention of the
M. P. T. O. of Texas, which closed Thursday night with a cabaret dinner-
dance on the roof of the Baker hotel. But they did not prevent the con-
vention from going on records as opposed to the protection clause govern-
ing first runs over subsequent showings.

R. F. Woodhull, president of the M. P.
T. O. A., was another leading speaker
and urged the Texas exhibitors to come
into the national organization. Wood-
hull also advocated legislative action on
the music tax, and spoke on the Trade
Practice conference achievements.

PI. M. Richey, general manager of the
M. P. T. O. of Michigan, and Col. H. A.
Cole, president of the Texas organiza-
tion, and Sam Hefley were other
speakers.

Fox “7th Heaven” Previewed

The convention program called for a
previewing of Fox’s “7th Heaven” Wed-
nesday night after reports had been
given at the afternoon session by Col.
Cole, Secretary-Treasurer A. W. Lilly,
Manager W. S. Waide and an address
by Woodhull.

Speakers the second day included
Leon H. Grandjean, publicity director of
the Dent theatres. His subject was ad-
vertising and the Blue Ribbon Award.
Committees reported and Hefley and
Woodhull also spoke, but the big mo-
ment was when Pettijohn made his
pledges of bettered conditions for ex-
hibitors.

A feature of the cabaret dinner closing
the convention was the “Smiles of 1927,”

arranged by Waid with the co-operation
of theatres, booking agencies and a school
of dancing, also the Palace, Majestic and
Loew’s Agency, Hart School of Dancing,
M. J. Vavulis and others.

Military Avenue Theatre,
Omaha, Opens Dec. 1

(Special to the Herald)

OMAHA, Nov. 15. — The new 1,000 seat
Military Avenue theatre, of Italian Renais-
sance construction which is equipped to
handle vaudeville, will be open about
December 1.

The BT. S. Scenic Studios, Inc., who are
finishing the new $75,000 radio station for
the May Seed Company of Shenandoah,
Iowa, had the contract for the interior work
at the Military Avenue.

Gutek Succeeds Weinberg

(Special to the Herald)

ALBANY, Nov. 15. — An important change
on Film Row in this city took place last
week, when Harry Weinberg, formerly of
Omaha, resigned as manager of the F B O
exchange. Mr. Weinberg came to Albany
two years ago. He has been succeeded by
A1 Cutek, a former salesman for FBO
in Boston.

Camera Falls Injuring
Shirpser of Paramount

( Special to the Herald)

_ HOLLYWOOD, Nov. 15.— While get-
ting ready to film an explosion of an
airplane at Griffith Park, for a scene for
“The Legion of the Condemned,” Clif-
ford Shirpser, assistant cameraman, was
badly hurt when he fell and his camera
hit him on the head.

Pete Smith Operated on;
Expect Hasty Recovery

(Special to the Herald)

HOLLYWOOD, Nov. 15. — Pete
Smith, director of publicity for Metro-
Goldwyn-Mayer studios, was operated on
for stomach trouble at the Good Samari-
tan hospital. A speedy recovery is an-
ticipated by his physicians.

Sol Lesser Forms Theatre Chain; 35
Houses Now Linked, 50 More Affiliate

(Special to the Herald)

LOS ANGELES, Nov. 15. — Thirty-live theatres are included in a new
theatre chain. The Principal Theatres Corporation of America, formed by
Sol Lesser, and affiliations have been established with 50 other houses. It is
planned not to compete with circuits in larger cities, but to cater to towns
of 15.000 persons. The officers of the new chain are: Sol Lesser, Los
Angeles, president; Fred Levy, Louisville, vice-president. Directors : Sam-
uel Scattergood, Philadelphia; Charles Segall, Philadelphia, and Mike Rosen-
berg, Los Angeles.

Sub-chains formed in the new corporation include the Principal Theatres Corporation of Cali-
fornia, Mike Rosenberg , president , embracing Southern California theatres ; Principal Theatres
Corporation , Louisville , Fred Levy , president , embracing houses in Kentucky , Tennessee , Indiana ,
Ohio and Missouri ; Principal Theatres Corporation of Pennsylvania, embracing eastern Pennsyl-
vania houses and capitalized at $1 ,000,000 ; Principal Theatres Corporation of northern Cali-
fornia, including houses in northern California and Nevada; companies are being formed in
northern New Jersey , southern New Jersey, west Pennsylvania, Delaware, Maryland, Washington 9
D. C., and the region around Denver .

Headquarters of the circuit will be maintained at Los Angeles. Contracts
have been made with United Artists, Metro-Goldwyn-Mayer, Paramount,
First National and others, it is claimed.

30

EXHIBITORS HERALD

November 19, 1927

MOVIETONE had its Western premiere at the new Tower in Los Angeles. Win-
held Sheehan (middle), vice-president and general manager of Fox Films, is
shown signing the contract with H. L. Gumbiner (right), owner of the Tower.
C. H. Michelsteeter, manager of the theatre, is on the left.

Arkansas Exhibitors Promise
M.P.T.O. A. Full Support

Action Follows Address by Woodhull — M. A. Lightman of El Dorado
Elected President — Organization in Good Condition

( Special to the Herald)

LITTLE ROCK, Nov. 15. — Support of the national organization of
exhibitors was pledged by the M. P. T. O. of Arkansas at the state
convention last week. The motion of endorsement of the M. P. T.
O. A. followed an address by President Pete Woodhull, who told of the
problems of organization work and outlined the accomplishments of the
Federal Trade Practice conference.

IV/r A. LIGHTMAN of El Dorado,
Ark., was elected president. In
taking the chair he pledged to give to
the organization his very best efforts
during the ensuing term and made a
number of very valuable suggestions, all
of which were well received.

The theatre owners of Arkansas are
in good condition considering the dam-
age wrought to property and business
by the Mississippi flood.

Woodhull also made a speech at the
Little Rock Rotary Club on Friday, in
which he brought to them the greetings
of the motion picture industry and also
of the Rotarians of the north. Woodhull
has been a Rotarian ever since the induc-
tion of the organization in the United
States.

Ohio Exhibitors and
Merchants Warned
About Film Ad Service

( Special to the Herald)

COLUMBUS, Nov. 15. — In a letter sent
to Ohio exhibitors and to secretaries of
Chambers of Commerce, R. J. Wood, busi-
ness manager for the M. P. T. O., has
warned theatre owners and merchants
against making advance payments on ad-

vertising schemes to those whom they do
not know.

Recently a Mr. Halsey, representing the
“Community Film Company of Buffalo,”
sold various merchants in Middletown a
screen advertising service called “Booster
Films,” received payments in advance, left
town, and up to November 11, which was
about ten days after he appeared in Middle-
town, nothing had been heard from him or
from the Buffalo Company, Wood declared.

Brylawski Represents
Theatre Owners During
Flood Control Hearing

(Special to the Herald)

WASHINGTON, Nov. 15.— A. Julian
Brylawski, chairman of the board of
directors of the M. P. T. O. A., and
national directors, Arch Hurley of New
Mexico and Louis M. Rome of Mary-
land, represented the theatre owners of
the country at the hearings before the
flood control committee of Congress
just held.

Brylawski presented the resolutions
adopted at the M. P. T. O. A. conven-
tion in Columbus, O., in which the
screens were pledged in support of this
enterprise.

Newspaper Takes Jibe
At Film Press Agents

“ Louis Wolheim, whose broken
nose has helped make him a favor-
ite actor of broken-nose roles, has
been enjoined from having his
nose straightened," reads an ed-
itorial in a recent issue of the
Chicago Tribune. It continues :

‘‘The injunction was obtained by
the moving picture company which
at the moment is employing him.
They said if he had his nose re-
paired he would spoil a film upon
which a million or so dollars have
already been spent. Press agents
of other actors are going up and
down Main street, Hollywood,
gnashing their teeth because they
did not think of it first. Success
breeds imitation. We may look
forward with a certain confidence
to at least a score of injunctions
restraining actors from disposing
of their most valued possessions.
The bathing girls will be enjoined
from having their legs amputated,
Charlie from destroying his pants
and the Gish from having her tear
ducts removed.

‘‘The injunctive process was once
one of the most important safe-
guards for his property which a
man could have. The venerable
institution has fallen upon evil
days. It is now used most fre-
quently in labor disputes and to
close saloons, houses of prostitu-
tion, and gambling halls as nui-
sances without the formality of a
jury trial. We take what comfort
we can from the thought that now
that the injunction is the press
agent’s pet it can fall no lower."

British Film Imports

Decrease in Quarter

( Washington Bureau of the Herald)

WASHINGTON, Nov. 15. — British
film imports for the third quarter of this
year, in contrast to last year, slowed
down considerably, according to the De-
partment of Commerce.

Imports for the entire nine months of 1927,
however, totaled 35,000,000 linear feet more than
in 1926, but they were still 96,000,000 linear feet
under the figure for 1925; blank films totaled
55,276,198 linear feet, or 31,000,000 linear feet
higher than last year, and 67,000,000 linear feet
less than two years ago. positive films showed an
increase of 2,200,000 linear feet contrasted with
1926 and totaled 13,234,935 linear feet, but were
27,000,000 linear feet below 1925 and negative
films rose by 1,600,000 linear feet to 6,224,711
linear feet; the latter figure being 1,700,000 linear
feet less than two years ago.

In the September quarter of this year exports
of blank films fell to 3,150,435 linear feet con-
trasted with an average of 5,872,105 linear feet
for the first two quarters, but positive films ad-
vanced to 8,845,484 linear feet against 8,091,002
linear feet, and negative films to 134,942 linear
feet compared with only 45,490 linear feet.

Kramer Elected Head of
West Coast Fan Weekly

(Special to the Herald)

LOS ANGELES, Nov. 15. — After four
months of negotiations between West
Coast Theatres and Louis P. Kramer and
Harry S. Heustis a contract has been
signed forming a new company which will
publish The West Coast Amusement News,
a fan weekly in rotogravure, printed in
standard tabloid form.

The new company is capitalized at
$200,000 with Kramer as president and
Heustis as vice-president, secretary and
treasurer.

Maryland Exhibitors Agree Not to Book

on Percentage Basis; Protest Practice

(Special to the Herald)

BALTIMORE, Nov. 15. — Maryland exhibitors exclusive of first runs have
agreed not to book pictures on a percentage basis and in a letter to George
P. Aarons, secretary of the Eastern Pennsylvania, Southern New Jersey and
Delaware M. P. T. O., they have protested the practice and called on that
organization to aid in eliminating it.

November 19, 1927

EXHIBITORS HERALD

31

Oklahomans at Best Session

Hear Woodhull and Petti john

THEY TOOK PART
IN OKLAHOMA
MEETING

The following M. P. T. 0. of Oklahoma
members registered at the Booth. About 50
others in attendance failed to register.

Free Shows Protested;
Spearman Is Re-elected

Percentage Playing, Attacked from Floor, Is De-
fended by Pettijohn with Block Booking

( Special to the Herald)

Jas. Zartaludes, Victorian, Sapulpa, Okla. ; C. H.
Hanson, Key, Wewoka; E. N. Nickens, Home,
Strong City; J. R. Lamonrl, Lyric, Spearman,
Texas; Chas. Fleming, Empress, West Tulsa;

Robert D. Hutchinson

W. Z. Spearman

OKLAHOMA CITY, Nov. 15. — One hundred Oklahoma exhibitors are
back at their box offices applying the information and advice given them
at what oldtimers agree was the best convention ever conducted by the
M. P. T. O.

Woodhull and Pettijohn Speak

R. F. Woodhull, president of the M. P. T. O., and Charles C. Pettijohn,
general counsel of the Film Boards of Trade, were convention headliners.
Woodhull gave a comprehensive report of the Federal Trade Practice con-
ference and expressed himself as proud of its accomplishments. Pettijohn
defended percentage playing and block booking, and declared the way to
meet the problem of producer-ownership of theatres was for independents
to keep their theatres at such a high standard that such competition could
not enter their cities.

The fifteenth annual convention ended shows (instigated as advertisement by
last Tuesday night with a dinner-dance merchants) and percentage pictures were
at the Huckins hotel. all attacked.

Okla.; R. B. Campbell, Majestic, Waynoka, Okla.;
John Brown, Lyric, Tulsa; J. C. Scully, Lyric,
Tulsa; Mr. and Mrs. J. F. Allred, Lyric, Pryor,
Okla.; Mr. and Mrs. H. A. Gulliland, Crescent,
Pampa, Texas; H. G. Stettmund, H & S, Chandler,
Okla.; Mr. and Mrs. “Speedy” Moulder, Empress,
Sapulpa; L. A. Chatham, Momand Enterprise,

Harry Britten, University, Norman; Kenneth
Campbell, Eton, Wanoka; J. G. Bennett, Strand,
Drumright; R. W. Elrod, Strand, Urumwright;
A. R. Powell, Pollard, Guthrie; J. E. Huston,
Isis. Perry; J. W. Pickard, American, Covington;
Chas. Hutchinson, Folly, Oklahoma City; Edward
Casey, Casey, Sterling; Mrs. L. T. Rhodes, Mecca,
Rocky; E. W. Harkins, Art, Cordell; Donald Hall,
Casey, Sterling; Phil Isley, Chickasha, Chickasha.
* * #

Robt. Hutchinson, Liberty, Oklahoma City;
L. C. Griffith, Isis, Oklahoma City; C. M. Hart-
man, Liberty, Carnegie; J. L. Greenwood,
Orpheum, Weleetka; Roy Sohn, Electric, Ml.
View; Wm. Meyers, Granite, Granite; Glen
Thompson, Thompson, Healdton; Fred S. Oliver,
Liberty, Shamrock, Texas; M. C. Upchurch,
Miller, Fletcher, Okla.; Mr. and Mrs. Earl Bar-
rett, Liberty, Quinton, Okla. ; Chas. Fletcher,
Liberty, Quinton; Mr. and Mrs. J. C. Hinds,
Orpheum, Haskell; M. Loewenstein, Majestic,
Oklahoma City; Mr. and Mrs. Fred Garrison,
Rialto, Okeene; Anton Slepka, Jewel, Okemah.
* * *

Ferris Thompson, Empress, Wilson; Mr. and
Mrs. C. A. Veteto, Rex, Commerce; J. R. Mills,
Mills, Pawhuska; C. A. Runyon, Runyon, Barns-
dall; Morris Miller, Favorite, Lindsay; Fred
Smith, Main Street, Tulsa; Mary Jane Harvey,
Princess, Cement; J. R. Ketchum, Lyric, Chelsea;
J. Wagoner, Lyric, Chelsea; Ray Moore, Ray's
Snyder; H. R. Bisby, Rialto, Clinton; Mr. and
Mrs. O. L. Hawk, Majestic, Cherokee; J. D.
Wineland, Mystic, Picher; W. N. W'alker, Palace,
Newkirk; W. T. Henderson, Alvo, Medford; L. A.
White, Bungalow, Weatherford; J. W. Fox,
Princess, Grandfield

« * *

Edward Kadane, Gem, Frederick; W. Z. Spear-
man, Gem, Spearman; R. P. Waid, Liberty, Bixby;

A. R. Bender, Melba, Cleveland; M. E. Wool-
ridge, Wigwam, Altus; V. E. Long, Royal, Dow;
Dick Halub, Royal, Dow; F. J. Jemison, Majestic,
Temple; W. D. Metcalf, Rex, Pond Creek; John
McGinley, American, Wilburton; R. M. Avera,
Pastime, Sentinel; C. II. Mahone, Palace, Hobart;
George Marlow, Washington, Atoka; G. A. Peter-
son, Cozy, Hollis; Eph Johnson, Rialto, Tulsa;

B. L. Cutler, Liberty, Bartlesville; Pauline Eras-
hears, Liberty, Bartlesville; C. Brent, Yukon,
Yukon; Roy McAmis, Liberty, Sayre; C. Sum-
mers, Ely, Ceiling; R. V. Mays, Liberty, Erick.

C half ant at Capitol

(Special to the Herald)

NEW YORK, Nov. 15. — Lucille Chal-
fant, soprano, was the soloist at the
Sunday morning concert at the Capitol.

The bylaws of the M. P. T. O. con-
stitution, which states the president can-
not succeed himself, was set aside at the
closed business meeting Monday after-
noon and W. Z. Spearman, who has been
president for the past year, unanimously
was elected to head the association for
the coming year.

The other three officers, Fred Pick-
rel of Ponca City, vice-president ; John
Broivn, Tulsa, secretary, and R. D.
Hutchinson, Oklahoma City, treasurer,
were all re-elected too.

The five directors elected were E.

W. Johnson. Tulsa; M. E. Woolridge,
Altus; Edward Kadane, Frederick;

A. R. Bender, Cleevland, and John
McGinley, Wilburton.

Frank Conklin, of the auxiliary depart-
ment of the M. P. T. O., gave a short
talk Monday on what he called the
“Three S’s,” Safety, Sanitation and Sav-
ings. Linder these headings he told of
the result of the research his department
had made in regard to safety from fire
in the theatre booth, of the expert ad-
vice they had obtained as to a certain
means of insuring sanitation in the thea-
tre, and under Savings he spoke of in-
surance and lightning, what savings they
had obtained and what had been prom-
ised them.

President Spearman turned the meeting
into a round table and the exhibitors
took a lively hand in the topics brought
up. Nontheatrical* competition, free

Tuesday afternoon the session was an
open one and most of the film exchanges
were represented. Woodhull was the
first speaker. He said that he believed
that 85 per cent of the difficulties of the
motion picture business were common to
both distributor and exhibitor, and that
these two must join together in order
to fight adverse legislature instead of
pulling apart. Someone had asked him
about the music tax, and he said he
would not advise any organization to
spend money trying to fight the tax lo-
cally— that any relief would come from
action at Washington.

Calls Block Booking Cheaper

Pettijohn said he would like to see one
state organization set out to kill sus-
picion in the motion picture business. He
predicted all pictures will be sold on the
percentage basis in the future. He point-
ed out that block booking was an eco-
nomical manner of selling — that if it
were not for that, the theatre owner
would have to pay considerably more for
pictures, as the film company could not
afford to sell at the present price with
the cost of selling increased, the sales-
man having to make many more trips to
sell the same amount of pictures, and
so forth.

He urged that the exhibitors go back
into the picture business and run pic-
tures and eliminate the expensive jazz
bands and vaudeville.

Holdings of Tec Art Studios, Inspiration
Pictures and Caretve Combined in Merger

(Special to the Herald)

LOS ANGELES, Nov. 15. — A new combination in producing circles has
been effected with the merger of Tec Art Studios, Inspiration Pictures and
Edwin Carewe. Production of a large series of pictures is planned by the
new combination. J. Boyce Smith will serve as vice-president and treasurer
and Alfred T. Mannon has been appointed president. According to Smith,
the new merger is a prelude in reorganization and refinancing and in addi-
tion to the Tec Art^Carewe combination, there will be several other pro-
duction companies merged into the new organization.

32

EXHIBITORS HERALD

November 19, 1927

FBO Will Honor Kennedy with
Grand February Jubilee

Five Long Features and Four Short Will Be Added to Release for
Month — Fetes President’s Second Aniversary in Industry

(Special to the Herald)

NEW YORK, Nov. 15. — F B O will celebrate the second anniver-
sary of the advent of its president. Joseph P. Kennedy, in the
motion picture industry with an F B O Grand February Jubilee,
when it is hoped to have an F B O production playing in every theatre in
the United States and England.

AN extensive sales campaign already is
‘ underway. A national advertising,
publicity and exploitation drive will be
undertaken and
special press
books and acces-
sories distributed.

Five long fea-
tures and four
short features
will be ready
for exhibitors
during February,
in addition to the
product already
announced.

“Her Summer
Hero,” filmed at
Catalina Island,
in California,
boasts a cast
of famous swimmers, including Duke
Kahanamoku, Clyde Swensen, Lee Jar-
vis and others. Hugh Trevor is leading
man.

“Wallflowers,” adaptation of the Tem-
ple Bailey story, was directed by Leo
Meehan and has Jean Arthur, Hugh
Trevor and others.

“Coney Island,” which Ralph Ince re-
cently completed, features Lois Wilson,
Lucila Mendez and Rudolph Cameron.
“Legionaires in Paris” has A1 Cooke and
Kit Guard. “The Harvester” is a screen
version of Gene Stratton-Porter’s novel.

Other February releases include a
Tom Tyler Western, “When the Law
Rides”; “The Riding Renegade,” with
Bob Steele; “Fangs of the Wild,” with
Ranger, the wonder dog, and four short
features, including a Mickey McGuire,
“Mickey in School,” based on the car-
toons by Fontaine Fox; “Oui, Oui,
Heidelberg,” a Larry Darmour Standard
Fat Men comedy, and two “Newslaffs,”
travesties on the news events of the day,
by Bill Nolan.

Box Offices in Texas
Are Hit by Roadshows

(Special to the Herald)

SAN ANTONIO, Nov. 15. — Because
of the effect the roadshows, inaugurated
a few years ago, are having on the box
office, Texas exhibitors are beginning to
give serious thought to this situation.

Although these shows as a rule play only
one night stands, with matinees in rare
instances, the pull on the box office is
always noticed.

Second and third companies of all the
well-known stage shows, revues and the
like are including Ft. Worth, Dallas, San
Antonio, Houston, and sometimes Aus-
tin, Galveston and El Paso in their itin-
eraries for the season.

Report Caddo Bought
$250,000 in Planes
for “HelVs Angels”

( Special to the Herald)

HOLLYWOOD, Nov. 15.— Airplanes
representing the types used during the
war by France, Germany and England
have been purchased by Howard Hughes,
president of the Caddo Productions, for
a reported sum of $250,000, and are to be
used in the film, “Hell’s Angels.” Hughes
plans to build his own flying field in
Southern California.

Anderson Firm Gives
Banquet at New Office

(Special to the Herald)

HOLLYWOOD, Nov. 15.— The An-
derson Boarding and Supply Company
opened its new office building and com-
missary department on McCadden place
with a banquet tendered the Location
Managers’ Association. About 100 studio
location men, traffic managers of the
various railroads and employes of the
Anderson company attended. Vaudeville
acts from Orpheum circuit augmented
by an orchestra entertained.

Jimmie Starr Wins $100;
Title “The Goodby Kiss”

(Special to the Herald)

HOLLYWOOD, Nov. 15. — Jimmie
Starr, editor of Cinematters and a mem-
ber of the Evening Record staff, won
the $100 offered by Mack Sennett for
the best title to his feature length war
picture just completed. Starr’s title was
“The Goodby Kiss.” The working title
of the picture was “Romance of a Bath-
ing Girl.”

Joseph P. Kennedy

Kansas Censors Reject Fight Films, Sex
Picture; State Wide Controversy Follows

(Special to the Herald)

KANSAS CITY , KAN., Nov. 15. — The state of Kansas has been thrown
into a controversy involving everything from politics to moral codes follow-
ing the rejection by the state censors of “The Naked Truth and the D empsey-
Tunney fight films. Suits have been filed in the district court here to compel
the board to review and approve the fight films and to give reasons why the
sex picture was rejected.

In the heat of the argument a Topeka church gave a public showing of the
uncensored sex picture in the church and used a projection machine owned
by the state to show it. The test case concerning the fight films will be of
utmost importance as a precedent for Kansas exhibitors.

British Await Film
As Custom Wars
On “King of Kings”

(Special to the Herald)

LONDON, Nov. 15. — Opposition to the
showing in England of “King of Kings”
has taken the attitude that action should
await the trade screening, after which ex-
hibitors may better decide whether to set
aside the custom of presenting no films
protraving the Christ. Although the cen-
sors banned the picture, in accordance with
the custom, the L. C. C. gave it a special
permit for exhibition in London. Opposi-
tion is strongest in Sussex, where the ex-
hibitors association has passed a resolution
calling for a boycott of- all the product of
firms distributing the DeMille film.

if

Formation of a combine of independent
exhibitors for the purpose of booking pic-
tures as a group, is being discussed at
meetings throughout England. While the
Cinema Exhibitors Association is not of-
ficially identified with the movement, it
is known that a large number of its mem-
bers are interested in the project, which
is intended to give the independent ex-
hibitor equality in booking with the large
chain theatres. A struggle between the op-
posing groups seems certain.

-jjc if ^

No agreement was reached at the meet-
ing of the Kinematograph Renters Society
concerning the provision placed in the Films
bill declaring it immaterial to the quota
whether films be made by British firms of
native or foreign control.

t- * *

Organization of another British produc-
in'1- company was recorded with the filing
of papers by the Whitehall Films, Ltd.,
with a capital of 200,000. A large studio
is to be erected near London.

Millar de Webb Delays

Film to Write Story

(Special to the Herald)

HOLLYWOOD, Nov. 15.- — Millarde
Webb has put the shooting schedule of his
“Honeymoon
Flats” forward
five weeks in
order to first
write and scen-
arize an original
story he has sold
to Universal for
Laura La Plante
called “The
Blonde Brunette.”

The delay on
“Honeymoon
Flats” will prob-
ably make it pos-
sible for Webb
to get Ben Lyon
for the leading
man in the picture
wanted. Lyon is
another picture.

Millarde Webb

whom he originally
at present busy on

Betty Bronson Plans

Trip to England Soon

( Special to the Herald)

HOLLYWOOD, Nov. 15.— Betty Bron-
son will go to England as soon as the holi-
days are over. During her several months’
visit she will have an opportunity to meet
Sir James Barrie, whose Peter Pan she
played on the screen, and also to meet
Rudyard Kipling, who has expressed a de-
sire to have her bring his “Kim” to the
films. Miss Bronson is at present com-
pleting her Paramount contract.

November 19, 1927

EXHIBITORS HERALD

33

Quarantee to
Our Advertisers

Every copy of each issue of EXHIBITORS HERALD is
uniform as to contents and quality of paper stock. Every
copy shows you exactly how your advertisement appears in
the hands of the people you are advertising to. In the 12
years of its existence, every edition of EXHIBITORS HER-
ALD has been printed entirely on the same quality of paper
stock.

( Signed ) EXHIBITORS HERALD

Paramount to Call Preferred
Stock, Fund All Bank Loans

Sells Issue of $16,000,000 Debenture Bonds — Steady Gain in
Earnings Is Credited by Zukor to Careful
Expansion Program

(S fecial to the Herald)

NEW YORK, Nov. 15.— Paramount announced yesterday that it was
about to take steps to change, and, in the opinion of its management and
directors, greatly improve its financial structure.

Preferred Stock to Be Called

Announcement was made that at a meeting of the board it was decided
to call the issued and outstanding preferred stock of the company, amount-
ing to 77,450 shares, as of Feb. 1, 1928, and that notice to that effect shortly
would be published and sent to the preferred stockholders.

F'N Board Adds
Director, Elects
4 Vice-presidents

(Special to the Herald)

NEW YORK, Nov. IS.— At the regu-
lar meeting of the board of directors
held in the offices of the company yes-
terday, Albert E. Smith of the banking
firm of Edward B. Smith and Co., and a
director of the Stanley Company of
America, was elected to the board of
directors of First National Pictures, Inc.
The bylaws were amended to provide
for an additional member of the Board
and all other members were reelected.

Four vice-presidents were named, Presi-
dent Clifford B. Hawley announced. Samuel
Spring, formerly secretary and treasurer,
was made treasurer and vice-president in
charge of finance; Ned E. Depinet, distribu-
tion ; E. Bruce Johnson, foreign distribu-
tion ; and R. W. Perkins, secretary and
vice-president in charge of legal matters.

W. C. Boothby was made assistant treas-
urer and Robert W. Brown assistant sec-
retary.

Richard A. Rowland continues as vice-
president and general manager in charge
of production.

Omaha M. P. T. O.
Convention Urges
K-M Reaffiliation

(Special to the Herald)

OMAHA, Nov. 15. — The annual con-
vention of the Motion Picture Theatre
Owners association of Nebraska and
Western Iowa opened here Monday
night with the annual banquet at the
Rome hotel. C. E. Williams, Omaha,
president of the association, acted as
toastmaster. A plea for unity and co-
operation in all branches of the industry
was expressed by the two speakers of
the evening, R. F. Woodhull, national
president, and C. C. Pettijohn, New
York, chief counsel of the Hays organi-
zation. Both talks were received with
much applause by the 250 theatrical folk
at the banquet. The exhibitors were wel-
comed to the convention by Walter Pier-
pont, representing the Chamber of Com-
merce.

Partly as a result of Woodhull’s
speech, a resolution was made endorsing
the work of the national association and
urging the reaffiliation of the Kansas-
Missouri association with the national
association.

Chicago Exhibitor
Nabbed by Bandits;
Escape with $1600

Three bandits Monday forced Nathan
Gumbiner, manager of the Commodore
theatre, Chicago, to drive his automobile
to the curb near the Chicago river,
where they robbed him of $1,600, Satur-
day and Sunday receipts.- Gumbiner told
the police he believed the trio followed
him from the theatre. He said the
bandits displayed no revolvers but
threatened him with death if he refused
to hand over the satchel containing the
money.

In addition thereto, the corporation
announced it had made provision for the
funding of all its present bank loans
which had been created the last few
years while the company was passing
through a period of expansion.

Sells $16,000,000 Debenture Bonds

To provide moneys to retire the pre-
ferred stock, to pay the bank loans and
to reimburse the company’s treasury for
moneys paid out for the purchase of
properties during this period of expan-
sion, the company has arranged to per-
mit its present stockholders to purchase
one share of stock for each six shares
now held, at the price of $98.50 a share,
and has sold an issue of $16,000,000 par
value of twenty year six per cent de-
benture bonds.

In commenting upon this new fin-
ancial structure of the company.
Adolph Zukor, the president, stated
tluit the earnings of Paramount have
shown a generally conservative in-
crease during the past few years, and
this increase has, in part, been due to
the fact that the company has judi-
ciously and carefully gone through an
expansion program to provide ade-
quately a satisfactory outlet for its
product.

This expansion has proved its merit
by the results so far obtained, and has
arrived at the point where it might well
be said that it had been substantially
completed and that Paramount is now
in a position economically to produce,
distribute and exhibit motion pictures,
and that any further expansion of the

company, it is believed, will be of such
a gradual nature that it can be taken
care of out of current receipts.

In this process of expansion, Para-
mount has added $81,287,000 to its
property account since January, 1925.
These moneys were furnished only to
the extent of $52,437,000 by stock sub-
scription and subsidiary company financ-
ing, but in the course of this expansion
the company has incurred certain in-
debtedness to the banks which it seems
now good policy to fund.

Business in Sound Condition

In connection therewith, it also
seemed to be prudent to retire the pre-
ferred stock so that the entire equities
of the corporation outside of an issue
of $16,000,000 of debentures would be
owned by the common stockholders of
the company. Both of those matters
have been accomplished and the com-
pany has sold to Kuhn, Loeb and Com-
pany an issue of $16,000,000 par value
twenty year six per cent gold debenture
bonds of the company, and has arranged
to permit its present common stock-
holders to subscribe to one share for
every six shares now held at $98.50 a
share, which offering has also been un-
derwritten by Kuhn, Loeb and Com-
pany.

The future earning possibilities of the
company look brighter than ever, and
the fact that the first quarter’s earnings
of this year were approximately 25 per
cent greater than last year’s correspond-
ing quarters, the second quarter’s earn-
( Continued on Page 58)

34

EXHIBITORS HERALD

November 19, 1927

Olive Borden to Quit Fox Dec. 1;
Disagree on New Contract

Mayer Returns to Coast With Large Production Schedule — De Mille
Adds Three Directors — Florence Vidor Leaving Paramount
By RAY MURRAY

HOLLYWOOD, Nov. 15. — Olive Borden and the Fox Films Corpora-
tion have mutually agreed to part company at the conclusion of the
film star’s contract, December 1. In a statement issued by the
Studio officials, they declared they had been unable to arrive at an agree-
ment with regard to Miss Borden’s future contract. Negotiations have
been under way for several weeks without success and she will leave that
organization at the end of November.

ABOUT two years ago Miss Borden
joined the Fox forces and became an
overnight sensation in a small part in a
Fox picture. She had previously tried a
film career with disappointing results.

* * * *

Mayer Back W itli Big Schedule

Louis B. Mayer, in charge of produc-
tion at Metro-Goldwyn-Mayer studios,
returned from New York last Monday
with plans for an extensive production
schedule at the Culver City plant. He
has been attending a series of confer-
ences in the East with Nicholas M.
Schenck, president of Metro-Goldwyn-
Mayer, and other Eastern executives.

Accompanying Mr. Mayer on his re-
turn trip were Fred W. Beetson, West-
ern representative of the Producers
Association; Mrs. Beetson, John Beet-
son, Jacob Wilk, play broker; Dr. Curtis
Bernard, and Pete Smith, director of
publicity for M-G-M studio.

* * *

Cecil B. De Mille has added three
more directors to his staff of seven, to
take care of a heavy production sched-
ule this winter. They are Howard Hig-
gin, F. Harmon Weight, and E. H. Grif-
fith. Higgin is to direct “Skyscraper”
as his initial Pathe production, and
Griffith will direct Rod LaRocque in
“Hold ’em Yale.”

* * *

Molly O’Day, First National’s viva-
cious featured player, having had her
tonsils removed last week at the Holly-
wood hospital, is to take a long rest at
Arrowhead Hot Springs, Cal.

❖ * *

Accompanied by Will Rogers and
Richard Wallace, Sam Rork, First Na-
tional producer, and his daughter, Ann,
left last week for New York to attend
the premiere of “The Texas Steer.”

* * *

Vidor Goes Free Lance

Florence Vidor’s contract with Para-
mount will not be renewed when it ex-
pires in January, studio officials an-

nounce. Termination of the contract
was by mutual agreement. Miss Vidor
will enter the free lance field where she
will do fewer pictures each year and
choose her own roles. Miss Vidor has
been with Paramount a number of years
but stated several months ago she
evinced a desire to become a free lance
actress.

* * *

Funeral services for Mrs. Nellie Wen-
zel, wife of Art Wenzel, publicist, were
held Thursday afternoon, Rev. Neal
Dodd officiating.

* * *

Arrest Screen School Manager

John E. Ince, managing director of the
Cinema Schools, Inc., facing prosecution
on a charge of petty theft, appeared be-
fore Judge Leonard Wilson last week
and pleaded not guilty. The trial is set
for November 16. Ince was released on
bail. The police are now searching for
G. A. Keller, director of make-up of the
school.

* * *

The Selig Polyscope Co. of Illinois
has filed suit in the U. S. District Court
against the Anchor Film Distributors,
Inc., of Los Angeles, charging copyright
infringement on three stories by the
late James Oliver Curwood.

* * *

Several thousands of dollars worth of
household furnishings were stolen from
homes of film stars located at Malibu
beach last week. The residences entered
were those of Louise Fazenda, Warner
Baxter, Neil Hamilton, and others, from
which radios, clothes and valuable furn-
ishings were removed.

ifc Jjc >Ji

Wesco Charged With Conspiracy

Eight motion picture corporations rep-
resenting West Coast Theatres, Inc.,
are named as defendants in a cross-com-
plaint suit filed by Arthur Bard and

Louis L. Bard in Superior court. The

Bards claim they have been damaged to

the extent of a million dollars by a con-

spiracy of West Coast to obtain control
of motion picture houses occupied by the
Bards.

Harold B. Franklin, president of West
Coast, in a statement issued said, “A
complete denial of the cross complaint
will be filed by West Coast Theatres as
soon as it can be prepared.”

* * *

The Western premier of “Sunrise” will
take place November 29 at the Carthay
Circle theatre.

* * *

Ludwig Berger, noted German motion
picture director, who made “The Waltz
Dream,” has arrived in Hollywood..

Re-Takes

HOLLYWOOD. — Things sort o’ picked
up around town last week. One ten mil-
lion dollar film merger was announced and
a theatre chain to extend from Hackensack
to Azuza was announced. Also we went
fishin’ last Sunday, with fair luck, and at-
tended the banquet of the Location Man-
agers Association.

It seems that young fellow Sol Lesser
just can’t keep away from theatres. He’s
just bought 36 scattered all over the coun-
try and says he’s going to buy more. I
guess when you once get the theatre habit
you can’t sell out and quit. It’s a hobby
with Sol.

ifs * *

Sport Note

And speaking of fishin’ — trout fishin’—
there’s more sport in catching them at
Noah Beery’s trout club than all these
other trout clubs combined. You don’t
catch them in the tanks. Noah won’t let
you. He makes you hike away up in the
woods and do it according to Hoyle. And
Noah’s trout are not the docile, quiet fish
you’d expect. They are full of pep and
put up a sporty, game fight. And Noah’s
boys know how to cook ’em too !

* * *

“I’ll Be Home Early, Dear”

Golf widows are in for a tough winter.
They’ve invented an all-night golf club
where they play with phosphorescent golf
balls.

* * *

What Was It For?

I thought that outburst of publicity anent
The Average Man was the forerunner of
an advertising campaign for a movie.

* * *

Some Job

Ruth Elder passed up her husband when
she landed in New York. She was prob-
ably thinking of that pile of dishes in the
kitchen sink.

* * *

Publicity?

A Hollywood ingenue has discovered the
best way to get on the front pages is to
have your mother locked up for insanity
and the next day let her out. That way
you get two stories and a photo.

% Jjc s*c

Get’s Them All in Rumors

Four actresses’ contracts expired last
week and the movie col. writers in the local
dailies all made the guess they would join
United Artists.

lj« 5*C

Famous Last Words

“Meet my Banker, Miss Glitter-Star.”

* * *

Every time you wash the car, Meadows,
it rains. Don’t wash it today, I’m lunch-
ing at the Roosevelt. — R. M.

Murdock Denies Truth of All Rumors

of Pathe and First National Merger

(Special to the Herald)

NEW YORK, Nov. 15. — Persistent rumors concerning a proposed merging
of motion picture interests were revived over the week-end with the result
that the merging of Pathe and First National was predicted as about to
materialize.

It may be stated that there is absolutely no truth in this latest report
according to J. J. Murdock, president of Pathe.

“On the contrary,” Murdock says, “there are no negotiations under way
that would suggest such a merging of interests. It is pretty near time that
such sidewalk rumors were disregarded. They remind me of the tips given
out by the dope sheets issued by race track touts. There is no discussion at
this time under way between Pathe and First National that would justify
the conclusions given.”

November 19, 1927

EXHIBITORS

HERALD

35

Film, News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of November 19

by

the Camera

Hand, salute! Marceline Day, in
M-G-M’s “Under the Black Eagle,”
must have had a good teacher in
learning to address second looies and
others of the species.

Present, ARMS! Armistice Week has just
passed. Marietta Millner, in Paramount’s
“The City Gone Wild,” collects a few hel-
mets on guard duty. Not a very military
stance, but what of it?

And here is Joan Crawford’s
“West Point” salute for M-G-M.
Rather snappy and Armististique,
don’t you think? And so is her
garb.

The best portrait we’ve
seen of Gene Stratton,
daughter of J. Leo Mee-
han, director of F B O’s
“Freckles.”

W. C. Fields is “off” bicycles for life following his joust with a
truck which threw him into a plaster cast for weeks. Just to
cheer up the Paramount comedian, Chester Conklin brings a
leonine playmate of “Tillie’s Punctured Romance.” A bit stuffy,
says Fields.

Dorothy Devore, Educa-
tional star, is a bit more
sedate here than in her
rapidfire comedy series.
It’s a new portrait.

36

EXHIBITORS HERALD

November 19, 1927

(Above) The best cowgirl at the world’s championship rodeo in Madi-
son Square Garden won this M-G-M cup. She was Florence Hughes.

(Right) Johnny Hines of First National awards the Ken Maynard cow-
boy trophy to Lonnie Rooney (middle). Fred Beebe looks on.

film

jgPORAT^N,

11

1

' V

Ruby McCoy, latest ad-
dition to Stem Brothers
comedies for Universal,
starts right by polishing.
“Polish” helps players.

There is a decided flavor of Armistice days, and the grim
months preceding, in this portrait taken at the Gaumont Palace
in Paris, when Marshal Foch (right) and General J. J. Pershing
(third from right) were among the distinguished guests at a
gala performance there.

Little Gloria Killian has
her first screen role in
a Jimmy Adams-Christie
comedy for Paramount
release.

The one on the left is Janet Gaynor herself. We hasten to
mention this because of the close likeness in the portrait of
the star of Fox’s “Lady Cristilinda.” The canvas was done
by Leon Gordon. Frank Borzage is director. Miss Gaynor’s
rise to stardom has been meteoric.

Perhaps Colleen Moore has installed the radio in the Light
House lunch wagon of First National’s “Her Wild Oat” so
as to offset the “orchestral din” of the soup symphonists.
“Static,” is the terse comment of Marshall Neilan, director.
Note his look of anguish.

November 19, 1927

EXHIBITORS HERALD

37

Jean Hersholt of Univer-
sal has been lent to
Paramount for a role in
“Abie’s Irish Rose,” in
production.

Fix, bayonets! Whereupon Kit Guard and A1 Cooke, in F B O’s
“Legionnaires in Pails,” prepare for the worst. Arvid Gilstrom,
director, is demonstrating, Dr. S. R. Broadbent of Hollywood
Post No. 43 of the Legion is at the business end. Next to Gil-
strom is John H. Allen, vice-commander.

Tom Mix plays polo in
Fox’s “The Arizona
Wildcat,” out Nov. 20.
Next: “The Horseman of
the Plains.”

D. W. Griffith has just completed camera work on “Drums of Love,” marking his return to United Artists. He made his new
advent rather spectacular by rushing production through in seven weeks as far as shooting is concerned. Here are the piinci-
pals. Left to right, Mary Philbin as Princess Emanuella de la Mora; Don Alvarado as Don Leonardo; Tully Marshall as the Jester;
William Austin as Ramon; Lionel Barrymore, who plays the part of Don Cathos, and Miss Philbin.

38

EXHIBITORS HERALD

November 19, 1927

A1 Lichtman to Be President of
New N.Y. Film Society

Secretaryship to Go to Bruce Gallup ; Directors’ Slate Named — Micha-
love’s Resignation From U Proves Puzzle
By JOHN S. SPARGO

NEW YORK, Nov. 15. — As predicted in Exhibitors Herald two weeks
ago, A1 Lichtman will be the first president of the Motion Picture
Club, and Bruce Gallup will be its first secretary.

AT a meeting of the charter members
held at the Hotel Astor last Thurs-
day evening, the nominating committee
appointed at the previous meeting re-
ported its agreement on a ticket to be
voted on at the first regular meeting of
the club, which will be held Thursday,
December 1.

The nominating committee was com-
posed of Jack Alicote, chairman; Elmer
Pearson, Paul Gulick, Lou Blumenthal
and Walter Moore. It had been decided
that the number of directors should be
18, six to be elected for one year; six for
two years; and six for three years, with
an annual election of six to take the
places of those retiring.

The gathering voted that on the ac-
ceptance of the slate, the nominations be
closed, and this action is tantamount to
the election of the officers of the club,
with the exception of the directors. Fol-
lowing is the slate:

For president, A1 Lichtman; first vice-
president, Elmer Pearson; second vice-
president, S. L. Rothafel; secretary,
Bruce Gallup; treasurer, Arthur Stebbins.
For Board of Directors:

One year. — Jerry Beatty, S. H. Fabian, George
Blair, Paul Gulick, H. D. Buckley, Harry M.
Goetz, Ned Depenet, Dr. A. H. Giannini, Felix
Feist, Arthur Loew.

Two years. — Leo Brecker, Walter Moore, Dave
Chatkin, Lee Ochs, W. H. Cardoret, Harry Reich-
enback, Earle Hammons, Hugo Reisenfeld, Wil-
liam Johnston, Victor Shapiro.

Three years. — William Brandt, Will H. Hays,
Colvin Brown, Joe Hornstein, Lou Blumenthal,
Jack Story, Nathan Burkan, Wm. Seligsberg,
Howard Dietz, Jack Alicoate.

Following are names of new applicants
for membership reported at the last
meeting:

Ben Amsterdam, Jack Cohn, Mike Glynne,
George Dembow, Sam Dcmbow, Jackson Enslen,
Fally Markus, Frank C. Wilson, Abe Sablotsky,
Sidney Kent, Joseph Schnitzer, Felix Feist, Wil-
liam Vogel, Jack Dempsey, B. K. Blake, Herbert
Muller, John Manheim, Joseph P. Kennedy, and
Charles Weinstein.

* *

Michalove Quits V

There is a whole lot of guessing going
on in the gossip circles over the resigna-
tion of Dan Michalove, head of the
Theatres department of Universal, and

also as to who will fall heir to Dan’s
job, generally considered a real one.

Michalove, conceded to be one of the
best theatre men in the industry, was
considered somewhat of a fixture with
Universal. It was known he had a five
year contract and was supposed to be
going “great guns.” A couple of weeks
ago there were; rumors of friction be-
tween Dan and his bosses, and then
along came his resignation.

Dan is not given to talking much at
any time and he talks still less about his
quitting Universal, or vice versa. Uni-
versal last week issued the following,
which does not shed a lot of light on the
subject:

“Dan Michalove, general manager of the Uni-
versal Chain Theatrical Enterprises, has resigned
from the Universal organization, and his resigna-
tion has been accepted.

“A re-arrangement of the units in the Univer-
sal chain is now being effected and until this re-
arrangement is accomplished, details concerning
it will not be made public, nor will there be an
announcement as to Mr. Michalove’s successor.

“It is thought likely that, following Mr. Laem-
mle’s long established plan of giving preference
in advancement to faithful and efficient members
of the Universal force, the new general manager
of the Universal chain will come from the present
Universal organization.”

* * *

J. I. Schnitzer, senior vice-president
of FBO Pictures, in charge of distribu-
tion, left last week for a swing around
the Middle West exchanges of the com-
pany.

* * *

Joseph M. Schenck, president and
chairman of the board of directors of
United Artists Corporation, returned to
New York from England on the Acqui-
tania last Friday. Mr. Schenck has been
abroad for one month, visiting United
Artists exchanges in European capitals
He spent most of his time in England.
* * *

Johnny Flines and his producer, C. C.
Burr, have decided to prolong their stay
in New York in order to shoot some
scenes in New York’s Chinatown before
returning to their studio in Hollywood.
This is due to their sudden purchase of
the All Wood’s stage play, “Chinatown
Charlie,” by Owen Davis, which has a

Chinatown background. The comedian
is working with a battery of cameras
and various types of Orientals.

* * *

Films Test Monkey-Minds

A motion picture premiere in a monkey
house !

Walter R. Herrick, Manhattan commis-
sioner of parks, has issued a special per-
mit to First National Pictures, Inc., to
screen “The Gorilla” in the Central Park
monkey house tomorrow night for scien-
tists and others interested in the reactions
of monkeys to a motion picture. One of
the most interested of the observers will
be Mr. Raymond Lee Ditmars, curator of
the Bronx zoo. In addition a number of
scientists connected with the American
Museum of Natural History and the
Brooklyn Museum will be present. The
Central Park zoo keepers will also be there
with their families.

* * *

B. A. Rolfe in Vaudeville

B. A. Rolfe, in the early days one of
the biggest motion picture producers and
one of the first men to amass a fortune
in the then infant industry, is this week a
headliner at Keith’s Palace theatre. He
is presented as the head of an orchestra,
called the Palais d’Or Musicians and one
of the best in the city.

:{« H4 %

Colvin W. Brown, vice-president of
FBO, who has been abroad for the last
three months in the interests of foreign
sales and distribution, is due in New
York the 18th.

Financing of Companies
Easier in New Y ork State

(Special to the Herald)

ALBANY, Nov. 15. — Financing of mo-
tion picture companies and theatres is
apparently becoming a bit more easy in
New York state these days than in the
past. This is shown by the records in the
secretary of state’s office at Albany,
through which such companies are incor-
porated. Taking last week as a fair
example, there were five companies, and
with the exception of one, the entire num-
ber represented substantial capitalization.

Hancock in Radio Talks

( Special to the Herald)

NEW YORK, Nov. 15.— Don Han-
cock, editor of Pathe’s “Topics of the
Day,” has begun a series of talks over
the radio on “The Romance of the
Motion Picture.” The talks are given
every Friday at 4 p. m., over stations
WEAF and WRC.

Tries ’ Em On the Dog

(Special to the Herald)

HOLLYWOOD, Nov. 15. — Harry
Langdon, First National comedian, is
trying something new. He previews
each episode of his last picture, “The
Chaser,” before an out-o-town audience
to get its reaction.

Miss Los Angeles in Film

(Special to the Herald)

HOLLYWOOD, Nov. 15. — Marcella
Arnold, Miss Los Angeles of a year ago,
has been, engaged by Harry Langdon to
play a supporting role in “The Chaser,”
now in production at First National.

Weber Leaves Tiffany

(Special to the Herald)

NEW YORK, Nov. 15.— John N.
Weber, who for some time has man-
aged foreign business for Tiffany, has
resigned.

Auto, Plane, Doctors Lose Fight

to Save Theatre Pianist’s Life

(Special to the Herald )

HOUSTON, Nov. 15. — Science, represented by airplane, automobile , and
medicine, has lost in the dramatic battle against death which it fought in
an effort to save the life of Bernard Cherry, pianist of the Texas theatre in
San Antonio. Cherry died at a Houston hospital Friday morning of injuries
received when his automobile turned over in a ditch the day before.

He was on his way back to San Antonio after a visit to his parents in
Houston, and several persons saw his machine zig-zagging down the road.

It is thought he was having difficulty keeping awake. Finally the car lurched
into a ditch, turning over upon him. Witnesses extricated Cherry, and
though believing him dead, called a physician, who found life faintly present.
Cherry was rushed by automobile to Weimer, where an ambulance was called
from Houston, 99 miles away, but as life grew fainter a plane was sent for,
and Frank Hawks fought a strong cross-wind to bear Cherry to the Houston
hospital. _ .

Cherry first came into theatrical prominence in Texas as pianist at the
Majestic theatre in Houston.

November 19, 1927

EXHIBITORS HERALD

39

Photoplay Medal to “Beau Geste”

Paramount’s “Beau Geste” has ivon the Photoplay Gold Medal for 1926. “Beau
Geste” was adapted from the novel by Percival Wren and directed by Herbert
Brenon. Heading the cast were Ronald Colman, Mary Brian, Noah Beery, Alice
Joyce, Neil Hamilton. William Poivell and Ralph Forbes.

U-A Separates All Selling
From Physical Distribution

U. S. Territory Organized Into Two Divisions, with Cresson
E. Smith as Eastern General Salesmanager and
David Bershon in Charge of West

(Special to the Herald)

NEW YORK, Nov. 15. — Physical distribution is separated from sales in a
new domestic sales plan of United Artists which also provides for a division of
the United States into Eastern and Western sales divisions with retention of
all exchanges and personnel.

Realignment Already Underway

Much of the change already has been accomplished, said A1 Lichtman, vice-
president and general manager of distribution, in making the announcement
last Saturday following the return of President Joseph M. Schenck from over-
seas on Friday.

Fire at Jonesboro Burns
Operator; Dent Theatres *
Southwest Chain Grows

(Special to the Herald)

OKLAHOMA CITY, Nov. IS.— When
a fire started in the projection room of
the New Palace theatre at Jonesboro, Ark.,
operator Blagg was painfully burned, but
very little damage was done to the
equipment.

L J. Caupert and Son have remodeled the
Franklin at Piggott, Ark. The Ozark at Gravett
has been taken over by Clay Jenkins. James
Warrent has purchased the Dixie at Huntsville
from Clarence Kelly. M. J. Kilbourn has closed
the Royal at Bentonville.

H. J. Woltus and R. C. Garbade, owners of the
Palace at Shiner, Texas, have purchased the
Grand and Queen in Yoakum. Dent Theatres has
purchased the Pictorium at Vernon. Gainesville
is to have a new $20,000 theatre in the near
future to be operated by A. V. Wade. Fred
Williams succeeds Fred Minton as manager of
the Strand at Port Arthur. Miss Vela Melton
is the new organist at the Palace at Colorado.
Tom McGowan has opened the new Camp Wood.
The Signal at Baird is being remodeled and en-
larged at a cost of $7,000. R. L. Moore is the
new manager of the Palace at Anson. The
Columbus, at Columbus, is being remodeled and
new equipment added. The Abilene and Dallas
interests will erect two theatres at Odessa.

The Palace at Newkirk, Oklahoma, is now
opened after being remodeled. Del Bennett has
opened a new house at Bradley. The Yale school
at Lone Wolf has purchased a projector and will
show educational films to the students and other
films for community entertainment. W. A.
Weaver has been appointed manager of the
Criterion and Liberty at Wilburton.

F-N Officials Go West

(Special to the Herald)

HOLLYWOOD, Nov. 15. — C. B.
Hawley, president of First National, is
due here the latter part of this week.
Watterson R. Rothacker, general man-
ager of the Burbank studio, returned
from New York Friday and stated
Richard A. Rowland is coming West
also Airs. Florence Strauss.

Asther Escapes Death

(Special to the Herald)

HOLLYWOOD, Nov. 15. — Nils
Asther, Swedish actor, United Artists
studios, narrowly escaped death when
his auto crashed into West Anaheim
bridge, near here, and caught fire.

Logue Leaves U

(Special to the Herald)

HOLLYWOOD, Nov. 15. — Charles
Logue, having completed the adaptation
of “The Fallen Angel” for Universal, has
definitely left that organization.

McKean Father of Twins

ST. LOUIS. — Twin boys were born last week
to Mr. and Mrs. Thomas McKean. McKean is
manager of the local F B O exchange.

• Makes Combination
House a Two-a-Day

Orpheum has changed the ad-
mission policy of its Riviera thea-
tre, Chicago North Side house, es-
tablishing what is probably the
first reserved seat, two-a-day com-
bination theatre in the country.
The policy went into effect with
this week’s bill, with a sixth act
permanently added. The innova-
tion is operative, however, only
from Monday to Friday, inclusive,
the Saturday and Sunday shows
remaining continuous, with no
seats reserved The reason for the
change is believed to be the grow-
ing matinee counter-draw of
B & K’s U ptown, which is scarcely
a block away.

Cresson E. Smith will be Eastern general
salesmanager, with headquarters in New
York. David Bershon will be Western
salesmanager with his offices in Los An-
geles. The Mississippi divides the terri-
tories, St. Louis, Chicago and Minneapolis
being in the Western division. There will
be no change in Canada, Haskell Masters
remaining in charge.

No one actually selling ivill handle
physical distribution. Office managers
ivill supervise non-selling activities.

It is expected also that additional ex-
changes will be established.

Groups of exchanges (for instance, those
in Chicago, Minneapolis and Omaha) will
be formed into districts, with one exchange
designated as district headquarters. Dis-
trict crew managers will be in charge of
salesmen, who will operate out of the dis-
trict headquarters. Present branch man-
agers will be promoted to be crew
managers or special representatives, each
responsible directly to the home office. The
special representatives will handle all key
city first runs and circuits.

Each district will not only have its crew
manager (for smaller town bookings), but
its special representatives (for circuits and
first run key city selling). The special
representatives, like the crew manager and
the salesmen, will operate from district
headquarters.

The plan is already in operation in three
districts. One comprises Chicago (district
headquarters), Minneapolis and Omaha. A
second includes Cleveland (district head-
quarters), Detroit, Cincinnati and Indian-

apolis. The third embraces Kansas City
(district headquarters), St. Louis and
Dallas.

Following is shown the new alignment
in detail :

Already Effective Under New Plan

EASTERN DIVISION— Cresson E. Smith,
Eastern salesmanager. District No. 4 — Crew
manager, Harry L. Gold, Cleveland: Key Cities
and Circuit, J. Levy and Wm. Rosenthal: office
managers, Cleveland (Dist. Headquarters), Esther
Goldberg; Cincinnati, Mrs. H. N. Youngheart;
Indianapolis, Oscar Kuschner; Detroit, J. D.
Goldhar.

WESTERN DIVISION— David Bershon, West-
ern salesmanager; Kenneth Hodkinson, assistant
salesmanager. District No. C — Crew manager, C.
C. Wallace: Key Cities and Circuits, J. S. Abrose:
office managers, Chicago (Dist. Headquarters),
Fred R. Martin; Minneapolis, Herb. Hayman;
O.maha, D. V. McLucas. District No. 7 — Crew
manager, G. F. Navarre: Key Cities and Circuits,
J. E. Luckett and E. P. Pickier: office managers,
Kansas City (Dist. Headquarters), Leo. J. Doty;
Dallas, Doak Roberts; St. Louis, David McBeath.

In Process of Change to New Plan

EASTERN DIVISION— District No. 1— Boston,
Harry E. Lotz; New Haven, Conn., Saul Resnick;
Portland, Me., M. J. Garrity. District No. 2 — -
Buffalo, George H. Moeser; New York City, Moe
Streimer; Philadelphia, J. Von Tilzer. District
No. 3 — Atlanta, W. G. Carmichael; Charlotte,

C. E. Peppiat; Pittsburgh, C. E. Moore; Wash-
ington, D. C., A. M. Weinberger.

Not to be Changed (For Present at
Least)

District No. 5, Canada — Toronto, H. M.
Masters, General Manager; Calgary, E. S._ Sharaf;
Montreal, A. Jeffrey; St. John, J. Liberman;
Vancouver, K. E. Hayter; Winnipeg, Joseph
Shaen. Western Division — Denver, J. A. Krum;
Los Angeles, F. E. Benson; Salt Lake City, Harry
Stern; San Francisco, Frederic Gage; Seattle,

D. J. McNerney.

40

EXHIBITORS HERALD

November 19, 1927

Exhibitors Herald Production

(J This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly

Directory

Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital

in The Studio.

A Valuable Resume of Proeluclion Activities

subject of production.

Associated Studios

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

NO PRODUCTION THIS MONTH

California Studios

Law and the Percy Pembroke All Star Trem Carr Prod. Nov. 4

Man’*

Chadwick Studios

NO PRODUCTION THIS MONTH

Columbia Studio

“The Siren” Byron Haskin Tom Moore Perfect 30 Nov. 4

Dorothy Revier

Fox Studio

STORY

DIRECTOR

CHIEF

BRAND STARTING

PLAYERS

NAME

DATE

“Sharp

J. G. Blystone

George O'Brien

Oct. 19

Shooters”

Lois Moran

“Horseman of

Ben Stoloff

Tom Mix

Oct. 21

the Plain”
“Pigskin”

David Butler

David Rollens
Sue Carroll

Oct. 21

“Lady

Frank Borzage

Janet Gaynor

Sept. 26

Cristilinda”

Chas. Farrell

“Womanwise”

Albert Ray

Wm. Russell
June Collyer
Walter Pidgeon

Oct. 10

"Girl in Every

Howard Hawks Victor McLaglen

Nov. 8

Port"

Metropolitan Studio

“Speedy”

Ted Wilde

Harold Lloyd

Paramount Picture

July 30

“The Red Mark

“James Cruze

Nena Quartaro

James Cruze Prod.

Oct. 28

“Hell’s Angels’1

' Luther Reed

Ben Lyon

Greta Nissen
Louis Wolheim

Caddo Prod.

Nov. 7

‘The Black Ace”Leo Maloney

Leo Maloney

Leo Maloney Prod.

Nov. 7

Untitled Richard Thorpe Wally Wales Action Pictures, Inc. Nov. 8

Cecil B.

De Mille Studio

“Chicago”

Frank Urson

Phyllis Haver

“Stand and
Deliver”

Donald Crisp

Rod LaRocque

“The Blue
Danube”

Paul Sloane

Leatrice Joy

Sept. 20
Oct. 18

Oct.- 24

Metro-Goldwyn-Mayer Studio

“The Cossacks”

George Hill

Gilbert-Adoree

Oct.

25

“The Big City”

Tod Browning

Chaney-Day-

Murray

Oct.

17

“Rose-Marie”

Edmund

Goulding

Crawford-

Murray

Oct.

26

“Cloaks and
Suits”

Sam Wood

Shearer-Forbes

Oct.

31

F B 0 Studio

“Chicago After

Ralph Ince

Ralph Ince

Gold

Bond

Nov.

Midnight”
“Fighting Red-

Louis King

Buzz Barton

Buzz

Barton Western

Nov.

Head”

“Fangs of the Jerome Storm

Wild”

“When the LawRobt. DeLacy

“Ranger”

Tom Tyler

Tom

Tyler Western

Nov.

Nov.

Rides”

“Wallflowers”

J. Leo Meehan

Hugh Trevor

Gold

Bond

Oct. !

Mabel Julienne
Scott

Jean Arthur

Paramount Famous Lasky Corporation

The Last
Command”

Josep von
Sternberg

Emil Jannings
Evelyn Brent

Paramount

Oct. 5

“Legion of the
Condemned”

William

Wellman

Fay Wray

Gary Cooper

Paramount

Oct. 10

“Linder the
Tonto Rim”

Herman

Raymaker

Mary Brian
Richard Arlen

Paramount

Oct. 27

“Abie’s Irish
Rose”

Victor Fleming

Chas. Rogers
Jean Hersholt
Nancy Carroll

Paramount

Nov. 5

“Looking for
Trouble”

Frank Tuttle

Esther Ralston

Paramount

Nov. 7

“Traveling

Salesman”

Mai St. Clair

Richard Dix

Paramount

Nov. 7

Tiffany-Stahl Prod. Inc., Studio

“Fruits of

R. Wm. Neill

Percy Marmont

7 —

Gotham Prod.

Nov. 1

Divorce”

“Woman

Phil Rosen

Mae Busch
Harrison Ford

Tiffany-Stahl

Oct. 31

Against the
World”
“Streets of

Louis Gasnier

Georgia Hale

Pauline Stark

Tiffany-Stahl

Oct. 31

Shanghai”

Jason Robards
Margaret
Livingston
Kenneth Harlan

First

National Studio

“The Noose”

J. F. Dillon

R. Barthelmess

Oct. 17

“The Chaser”

Harry Langdon

Sept. 14

Untitled

Mervyn LeRoy Chas. Murray

George Sidney

Oct. 20

“Ladies’ Night

Edw. Cline

Jack Mulhall

Oct. 24

in a Turkish

Bath”

Dorothy

Mackaill

“The Whip
Woman”

Jos. P. Boyle

Estelle Taylor

Antonio Moreno

Lowell Sherman

Nov. 3

“Tempest”

United Artists

S. Tourjanski John Barrymore John Barrymore

Prod. Oct. 15

Universal Pictures Corporation

‘Hot Heels”

Wm. Jas. Craft Glenn Tryon Jewel

Patsy R. Miller

Oct. 31

Finders

Wesley Ruggles Laura La PlanteJewel

Oct. 12

Keepers”

‘Anyone Seen

Willy Wyler Bessie Love Jewel

Oct. 31

Kelly?”

‘Thorough-

breds”

Robert Hill Marion Nixon Jewel

Richard Walling

Nov. 7

‘Harvest of

Henry MacRae “Rex” Western

Nov. 7

Hate”

Honeymoon

Flats”

Millard Webb George Lewis Jewel

Dorothy Gulliver

Nov. 10

Warner

Brothers Studio

Glorious Betsy’

’Alan Crosland

Dolores Costello

Oct. 10

‘Across the

Howard

Monte Blue

Oct. 31

Atlantic”

Bretherton

‘The Lion and

Lloyd Bacon

May McAvoy

Nov. 7

the Mouse”

Lionel

Barrymore

4

November 19, 1927

EXHIBITORS HERALD

41

RELEASES

WEEK OF NOVEMBER 20
“Mad Scrambles,” Chrislie-Burns, Paramount, two ;
“Koko Kicks,’* Inkwell Imps, Paramount, one;
“Many Wings Beside the Still Waters,” Out-

door Sketches, Educational, one; “Rest Day,”
Cameo, Educational, one; “The Little Rube,”
Dorothy Devore, Educational, two; “The Win-
ning Punch,” Collegians, Universal, two; * The
Trail of the Tiger,” No. 3. Adventure, Univer-
sal, two; “Oh Mabel I” Stern, Universal, two;
“The Masked Menace,” No. 3, Pathe, two; “The
Fox Hunt,” Fables, Pathe, two-thirds; “Do
Detectives Think?” Roach, Pathe, two; “Have a
Drink,” Record, Pathe, two-thirds; ‘ Pathe Re-
view,” No. 47, Pathe, one; “Topics of the Day,”
No. 47, Timely Films, Pathe, one third; “A Silly
Sailor,” Imperial, Fox, two; “Us,” Metro Gold-
wyn-Mayer, two; “Buffalo Bill’s Last Fi^ht,
Metro-Goldwyn-Mayer, two.

WEEK OF NOVEMBER 27
“The Masked Menace,” No. 4, Pathe, two; “Flying
Fishers,” Fables, Pathe, two-thirds; “Cups and
Contenders,” Rice, Pathe. one; “The Ball
Fighter,” Sennett, Pathe, two ; “From Hand to
Mouth,” Roach, Pathe, two; ‘Fiddlesticks,”
Sennett, Pathe, two; “Pathe Review,” No. 48,
Pathe, one; “Topics of the Day,” No. 48, T mely
Pathe, one; “The Trail of the Tiger, No. 4,
Adventure, Universal, two “Red Hot Bullets,
Mermaid, Educational, two; “Whys and ^ Other
Whys,” Felix the Cat, Educational, one; “Sham-
rock Alley,” Big Boy, Juvenile, Educational, two;
“Newslaff No. 7,” F B O, one; “Lights end
Shadows of Sicily,” Varieties, Fox, one; “Put-
ting Pants on Philip,” Metro-Goldwyn-Mayer,
two.

WEEK OF DECEMBER 4

“Lovingly Yours,” Curiosities, Educational, one;
“Ain’t Nature Grand,” Cameo, Educational, one;
“Oh What a Man,” Semon Comedy, Educational,
two ; “Fighting Fathers,” Metro-Goldwyn-Mayer,
two; “Toddles,” Novelty, Paramount, two; “Ko-
ko’s Quest,” Inkwell Imps, Paramount, one;
“Mickey’s Battle,” No. 4 Mickey McGuire, F B O,
two.

WEEK OF DECEMBER 11
“Nothing Flat,” Mermaid. Educational, two; “Felix
the Cat Hits the Deck,” Felix the Cat, Educa-
tional, one; “A Whirl of Activity,” Howe’s
Hodge Podge, Educational, one ; “The Stork
Exchange,” Krasy Kat, Paramount, one; “Three
Missing Links,” No. 4 Standard, F B O, two.

WEEK OF DECEMBER 18
“Papa’s Boy,” Hamilton, Educational, two; “It’s
Me,” Cameo, Educational, one.

WEEK OF DECEMBER 25
“Injun Food-Moods of the Sea,” Outdoor Sketches,
Educational, one; “Felix the Cat Behind the
Front,” Felix the Cat, Educational, one; “Hello
Sailor,” Lupino Lane, Educational, two ; “Angel
Eyes,” Big Boy-Juvenile, Educational, two.

Educational Will Release 14

As Holiday Season Offerings

Fourteen pictures will be released in December by Educational as an out-
standing offering for the holiday season, in addition to Kinograms. The
product will include scenic subjects, comedies, novelty reels, animated car-
toons and fashion reviews in color.

The first two-reel comedy for Decem-
ber will be “Oh, What a Man,” Larry
Semon’s second film for Educational on
his new starring contract. Semon direct-
ed the comedy, with a cast including
Gertrude Astor, well known in long fea-
tures.

A Full List of Comedies

George Davis is featured in the Mer-
maid Comedy of the month which has
been titled “Nothing Flat.” Lucille Hut-
ton and Stanley Blystone head the sup-
porting cast. Stephen Roberts directed.
Lloyd Hamilton is starred in “Papa’s
Boy.” Norman Taurog again had charge
of directing the comedy star. Lupino
Lane appears in a new comic characteri-
zation in “Hello Sailor,” his latest vehi-
cle. The former Follies comedian is pic-
tured as a typical gob on shore leave.
Mark Sandrich directed. “Big Boy’s”
third comedy for Educational on his new
program has been titled “Angel Eyes.”
Charles Lamont again directed the
youngster. There is a little love story
woven into the laughable moments, with
the youngster making love to Lorraine
Rivers.

Two Cameos in One Reel Each

The program of one-reel comedies is
headed by “It’s Me,” a Cameo featuring
Monte Collins. The direction is by Harry
Sweet, while the photographic work by
Jay Turner is said to take its place
alongside that done on many long fea-
tures.

“Ain’t Nature Grand,” the other Cameo
comedy of the month, introduces Eddie
Quillan in his first one-reel production
for Educational. George Davis heads the
supporting cast, while Stephen Roberts
directed.

The two new Felix the Cat animated

cartoons, “Felix the Cat Hits the Deck”
and “Felix the Cat Behind in Front,”
show this famed cartoon character in
two distinct series of new adventures.

Two new McCall Fashion News sub-
jects, featuring Hope Hampton, stage
and screen actress, will be released in
the month. They are one reel.

NEWSPICTURES

FOX NEWS NO. 11 Autogyro plana flown in

England Air students risk lives to learn to

write in sky 90,000 Australians open race sea-

son at Sidney.

M-G-M NEWS NO. 24 §25,000 race opens at

Pimlico, Md. World's largest turkey farm

makes sure there won't be any shortage for tha
holidays Armistice week recalls war’s end.

M-G-M NEWS NO. 25 Wood-choppars compel©

for world’s title at Sidney, Australia Capt.

Gray soars to his death from Belleville, III., at-
tempting balloon record flight-^Helen Wills
welcomed in San Francisco.

INTERNATIONAL NEWSREEL NO. 90 — Four hun-
dred future 6choolmarms prove they are speedy

in race at Fredericksburg, Va. Armistice week

special Ruth Elder cheered in France.

INTERNATIONAL NEWSREEL NO. 91 — Impressive

scenes at massing of colors in New York Los

Angeles oil-tank fire conquered by chemical

shower Circus winters at Sarasota, Fla.

KINOGRAMS NO. 5341 They show you what to

do with old razor blades at Brookline, Mass.—
Sixty-five year old Brooklyn Bridge inspector

shows how it is done How they fight forest

fires by air patrol at San Diego.

KINOGRAMS NO. 5342— Great floods sweep all

New England Dies 8 miles in air in try for new

record over Scott Field, III. Make first flight

over Austrian Alps.

PARAMOUNT NEWS NO. 29 — Ruth captures Paris
—The “Roaring Road,” river in Imatra, Finland,
to be closed to log traffic^— President Coolidge
meets with full cabinet.

PARAMOUNT NEWS NO. 30 — Sande loses big race
at Pimlico, Md. — Flood reaches crest at Boston,
M ass. — -LInveil bronze statue of Helen Wills at
San Francisco.

ENTERPRISING MAINE EXHIBITORS include (left to right) J. W. Haynes, manager of the Opera House at Richmond ;
P. J. Levesque, Acadia, Rumford ; E. L. Strickland, Eldridge Hall, Kingheld ; jack Kenney, of the old vaudeville team of
Kenney and Hollis but now manager of Gray’s Music Hall, Lewistown ; H. G. Witham, Granville Hall, Sebago Lake; B. W.
Perkins, Grange Hall, Brownville, who demonstrates how he looked after working 25 years for the Boston and Maine Rail-
road ; and H. T. Ricker of the Landers Hall, Siratton.

42

EXHIBITORS HERALD

November 19, 1927

PRESENTATION ACTS

Units Rob

Leader of Personality

Good Act Is
Hard to Buy,
Say Houses

Small Theatres Can Make Good
Acts Pay Well at Box
Office

Neighborhood houses state that
they do not book stage acts through
agencies because they cannot afford
to pay their prices. Many theatres
want extra attractions and will pay
well if they can secure good acts.
More exhibitors express their
views on this subject below.

PRESENTATION ACTS— To the Editor: In

reply to your letter I wish to say that I have a
theatre in a small town in a fairly prosperous
farming community and that I have played a
little vaudeville such as we have a chance
occasionally to book in for two or three days and
I have found that these acts are usually a total
loss to me. For one thing the quality of the
acts is only fair and at that I book only the ones
that have the best of recommendation. I cannot
afford to buy my acts through an agency but have
to book the suitcase acts that are always floating
through.

For another thing I would say that my town
is a poor vaudeville town, as an act that goes
over good in some nearby town will get criticism
here. There are several reasons for this : The
people in this town actually like pictures. I try
to show consistently good pictures from the few
big producers. I have established some degree of
confidence in my advertising. My patrons know
that this theatre almost never shows a poor pic-
ture and if I tell them I have something big they
know that I have the goods to back it up, but
with the case of vaudeville, the people have seen
too many poor acts in the past. Not so many
in this theatre but they have seen a lot of poor
6tuff at the tentshows and medicine shows that
Infest this country in the summer time. That is
one reason why they are skeptical of any acts that
I might play. Generally a tentshow is tough com-
petition for the exhibitor but in my case I can
generally lick them with an ordinary picture.
When I played “We're in the Navy Now” I had
a tentshow for competition and they hardly got
enough in two nights to pay their license, and
the license in this town is very low. In the past
week we had our annual picnic and celebration
here and I had a tent stock company against me,
one of the most widely known companies in this
territory, yet they did very small business and I
had one of the biggest weeks that I have had in
the past 18 months. So it seems that the public
still likes good pictures.

Then there is another thing that we must look
at: When I play an act I must give them from
40 to 60 per cent of the gross receipts. I can
only advance my price a few cents on each admis-
sion and the act almost never has enough drawing
power to pay for its cost. I usually find that I
would have made more money if I had played
the picture straight, and as far as prestige is
concerned there is nothing that will give me as
much prestige as playing consistently good pic-
tures day after day.

( Continued on Following Page)

Mark (Time) Fisher

MARK FISHER’S theatrical career reads
just like a novel full of thrills and adven-
ture— Only a few years back he demon-
strated songs in an Eastern music shop,
then a year or so ago he joined the famous
Oriole Orchestra at the Edgewater Reach
Hotel, Chicago, and became an overnight
favorite — soon after that he became a
band leader and now he is replacing for
several weeks the world’s greatest jazz
leader, Paul Ash, daddy of Bandshows at
the Oriental theatre, Chicago — As the
story would go, Mark is only marking time
until the future brings forth better things
for him.

Dick Marjorie

MAXWELL & LEE

“Just Jesters”

Now Playing

DE LUXE
PICTURE
HOUSES

in the

WEST

Local Color
Needed for
Good Draw

Band Director Is Submerged in
Stage Show Under the
New Policy

By A. RAYMOND GALLO

Since the stageshow units play-
ing the Balaban & Katz theatres in
Chicago have been coming direct
from the Publix production office
in New York, there have been com-
plaints arising from the fact that
the local band leader is submerged
with little or no contact between
him and the acts.

It seems that the band leader has
been robbed of his personality, which
gave a certain intimacy to the pro-
gram, something the acts in themselves
could not accomplish.

Put Local Color in Show

Since bandshows have become a rage in
Chicago, as well as throughout the Middle
West, the audiences attending deluxe pic-
ture houses have accustomed themselves to
seeing the local band leader mingle with
the acts in comedy pranks and other ex-
temporanious stunts that sort of keep the
audience in a happy frame of mind and
make them feel like the entire crowd is
in the family.

It is true that many band leaders are
not always capable to act as masters of
ceremony or as foils to any act but it
seems that local color must be injected in
order to keep the threads of the show
together and keep the patrons coming in
to the theatre each week to see what the
new program offers.

In the last few weeks it has been no-
ticed that such popular band leaders as
Bennie Krueger, Frankie Masters, Jules
Buffano, and many others directing Publix
stageshows have been practically drowned
in these units by being made to just lead
the band through the musical numbers and
announcing the acts in a cold business-like
manner, sometimes even being supplied
with the announcements direct from head-
quarters.

Must Be Given the Spot

It is our contention that if deluxe houses
are to offer stage bandshows with a per-
sonality leader to draw into their particu-
lar theatre, that this particular leader
should not be allowed to stay in the back-
ground or else the show in general will
not click.

Two things must be done if these shows

November 19, 1927

EXHIBITORS HERALD

43

are to be successful now as well as in the
future. First, the units must be assembled
and staged with local color that will enable
them to please the audience in the neigh-
borhood theatres in which they play, and
second, the personality leader who is sta-
tioned in these houses permanently must
be given an opportunity to display his
wares in order to prove a box office draw
and add that personal feeling to the show.

It must be learned that this type of
show is in one sense of the word, miniature
musical comedies and in order to prove
successful from the standpoint of box office
value as well as public entertainment they
must have an intimate relation with the
audience in that particular neighborhood.

Acts for Small Towns

( Continued from preceding page )

I believe that vaudeville will play in a town
of 5,000 or larger for about 2 days a week. Then
you can book through a reputable agency, and
can get an admission price of about 75 cents to
pay for it. But my town is too small to
stand high priced acts and neither can I get the
high admission price, so I have just about sworn
off of the average acts.

For other exhibitors’ information I wish to say
that my town has a population of about 650, my
seating capacity 275. I have a good lobby, clean,
well decorated theatre, two projectors, good cool-
ing system, pipe organ, and the front of the
house looks good, with plenty of paper on display
and plenty of lights. For service I use mostly
Paramount, Fox, First National and F B O. I
showi six nights a week, and make three and
sometimes four changes per week. — WALTER
HOHLFELD, Elite theatre, Greenleaf, Kan.

Buddy Starts Club

Buddy Fisher, band leader of the new Avalon
Theatre, Chicago, has just, organized a club which
he calls ‘‘Right Club” a sort of a Get-together
affair that takes place on the stage of this the-
atre every Saturday afternoon. Buddy takes mem-
bers of the audience right on the stage and
makes them feel at home by participating in
the stage fi’olics and the only fee is ‘‘a pledge
to do right and fear no man."

Ellard Transferred

Jimmy Ellard, popular band leader, is playing
his last week at the Capitol in Des Moines. He
will be transferred to the Riviera in Omaha,
under management of A. G. Stolte. His suc-
cessor has not been announced. Ellard came to
the Capitol last June from San Antonio. His
effect on the gross business at the box office is
said to have been highly satisfactory to the man-
agement.

Leonard Smith

Solo Organist

Phyllis Enright

Associate Organist

AT THE

“Playhouse of the World”

AVALON THEATRE

CHICAGO

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: I have
noticed in your service department quite a bit
about Discovery Nights. Will you be so kind as
to inform us just what these are and how they are
handled? — LOU BARD, General Manager, Bard
Theatres Company, Los Angeles, Cal.

PRESENTATION ACTS-To the Editor: I will
be in Chicago next Wednesday. Am coming home
to live. Will be in to see you next week as soon
as I get settled down at home. — JOE ALEXAN-
DER, Organist, Ohio theatre, Indianapolis, Ind.

PRESENTATION ACTS— To the Editor: I am

an interested reader of your paper and like it
very much. Could you oblige me with the address
of Sherman, Clay Co. ? I would like to request
their “Diana” and “Charmaine.” Thank you. —
MELVIN PEACOCK, Organist, New Grand thea-
tre, South Milwaukee, Wis.

PRESENTATION ACTS— To the Editor: Here-
with in U. S. A. cheque for $6.00 in payment of
one year subscription — foreign rate. — FRANCIS
A. MANGAN, Plaza theatre, London, England.

PRESENTATION ACTS— To the Editor: Will
you please send me all the information you have
regarding DISCOVERY NIGHT

If you have any business stimulators in your
department to suggest, we would be glad to hear
from you.

Thanking you for your trouble, I remain — H. B.
McFARLING, Manager, Gem Theatre Company,
Cairo, 111.

PRESENTATION ACTS— To the Editor: In

your issue of Oct. 15 you have an article under

Presentation Act relative to Discovery Nights. We
are interested in knowing just how this works.
The article does not state how to put on a night
of this kind. Thanking you for any information
that you can give us we are. Yours truly, W. L.
Crouse, Ideal Theatre, Bloomer, Wis.

PRESENTATION ACTS— To the Editor: After
some consideration, and not a little doubt on my
part, I decided that I would start to stage scrim
presentations as organ solos in the West Side. I
had been using practically nothing but commun-
ity sings, but having seen Brown oombine both
the community and the scrim solo, I thought the
idea a worth-while one and we are now in the
second week of this type of organ solo.

Everything is going over great and people are
commenting on the solos all over the city.

This week I am using for the community sing-
ing, a novelty called “Requests,” which brings
in “You Don’t Like It Not Much,” “Cheerie,
Beerie Bee,” “Sing Me a Baby Song,” “Are You
Thinking Of Me Tonight?” and “Baby Your
Mother.” Our audience can always be depended
on to sing with just as much enthusiasm as the
Oriental in Chicago, on a smaller scale perhaps.
The scrim solo uses “Just Another Day Wasted
Away” as its theme, and the combine has proved
most popular to date.

It keeps one hopping to please them all the time
and give them new novelties, but that's what we’re
here for, and besides, it’s mighty interesting.

CLARK FIERS, West Side Theatre, Scranton, Pa.

Keaton Cancels

In his second week of a tour of picture houses
that was to have included St. Louis, Chicago,
Buffalo, and other large cities, Buster Keaton,
who has been appearing in person with his pic-
ture, “College,” has cancelled his tour. He opened
at the Capitol, Detroit, and last week played at
the Penn, Pittsburgh. The reason for this can-
cellation was the strenuous act he was doing and
caused his body to become bruised and cut doing
four shows a day and five on Saturday and Sun-
day. His reported salary was $4,500, which in-
cluded another man, the theatre supplying a set
and four Negroes who also appeared in the act.

NOW TOURING AS FEATURE ACT

ORPHEUM AND KEITH-ALBEE CIRCUITS

A GREAT SUCCESS IN COMBINATION THEATRES
Direction — EZ. KEOUGH Woods Theatre Bldg., Chicago

COSTUMES FOR RENT

PAUL ASH uses a set of PARAMOUNT Costumes each week at the ORIENTAL
Theatre, Chicago. We will Rent same outfits to OUT-OF-TOWN THEATRES

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

UNIFORMS I?™ COSTUMES™^™ BROOKS™

44

EXHIBITORS HERALD

November 19, 1927

STAGE SHOWS

Chicago Uptown

Week Ending November 13

The feature attraction here this week was “The
Way of All Flesh” in which Marchelli directed
his pit orchestra through a series of Christmas
carols while voices sang through some of the
scenes off-stage. Frankie Masters and his band
composed the bandshow unit which were featured
in “Jazz Ala Carte.” As this show was reported
in the Chicago Theatre last week a brief report
follows :

Opening: In front of full stage setting with
artistic background to represent a desert scene
as Masters led his band through an arrangement
of “What’ll You Do,” one of the clever Sol
Stocco arrangements. After this A1 and Ray
Samuels follow with some very neat tap dancing
done in very clever team style which proved them
to be one the main features of this unit. They were
followed by Rose Mary a young lady with an ex-
ceptionally fine soprano voice who sang the
“Shadow Song” from Delorie. The tremendous
reception accorded this artist proved that this
audience still appreciates classical entertainment.
Charles Rozella a funny musician followed next
in a series of comedy instrumental numbers which
kept this audience in a humorous mood. He was
very well liked at this house.

Frankie Masters stepped up next to sing “The
Desert Song” from the show bearing the same
title assisted by the orchestra in a very fine ar-
rangement of same. Peggy English known as

“The Phonograph Girl” offered Blue singing of
“Just Another Day” and “Sing Me A Baby
Song.” This young lady is a very clever enter-
tainer but somehow the audience was rather cold
towards her. She was followed by Paul Howard
the clever contortionistic and acrobatic dancer
that has created a sensation in picture houses.

A band number of classical and popular music
followed next with a classical- and jazzical revue
consisting of 9 voices in a beautiful rainbow like
setting illuminated with colored polka dots. This
also served as the Finale and although lavish in
beauty is was somewhat choppy for entertain-
ment value. It was supposed to represent opera
versus jazz.

Salt Lake City Capitol

Week Ending November 2

“Masks,” a Franchon and Marco presentation,
was the beautiful stage offering shown at the
Capitol this week in connection with the feature
picture, “A Gentleman of Paris.”

More than forty people were in the oast of this
extravaganza of beauty and color. Featured in this
presentation were the world famed Sunkist Beau-
ties, 24 of them, every one of whom is a finished
dancer, not only doing ensemble work but each
having her own specialties to perform.

Albert MacGillivray and Zilla Simpson were
the featured singers in this act. The beautiful
adagio dancing of Don Rose and Peggy Maloy
was an especially enjoyable part of the program.

Oliber Alberti, well known musician, presents
his band on the stage of the Capitol, and this week
presented a novel arrangement of a group of
brand new popular melodies. Alberti offered a
violin solo of unsurpassed brilliance.

New York Capitol

Week Ending November 18

The stage show at the Capitol this week con-
tinues to preserve the high standard which has
characterized all their presentations since the
inauguration of its new policy. This week’s show
is called “Dream Kisses,” featuring Vincent Lopez
and his “Casa Lopez” orchestra. The overture
played by the Capitol Grand Orchestra with the
capable David Mendoza conducting is Tchaikow-
sky’s “Marche Slav,” and they give a splendid
rendition of this popular classical selection.

The opening number is an Egyptian dance by
Maltha Vaughn, and one of the beet of its kind
that we have even seen. Miss Vaughn is a grace-
ful and accomplished dancer and the audience ac-
corded her the big hand she deserved.

At the conclusion of Miss Vaughn’s number the
curtain went up revealing Lopez and his band in
a set that represents the inside of a barn with
a hay filled loft in the rear and the orchestra
clad in overalls and straw hats. Lopez then in-
troduced McGee and Maloney, a pair of comedy
dancers who provided ten minutes of genuine
merriment with their comical hoofing.

The Chester Hale Girls were next, and this
week they are dressed in contrasting pussy-cat
costumes of black and white. The effect is a novel
one and the girls and their dancing proved as
popular as ever for the crowd gave them an en-
thusiastic reception and hated to let them go.

Joe Griffen then came forward to sing “Among
My Souvenirs.” He has a pleasing baritone voice
and his number was well received.

Those popular radio entertainers, The Happiness
Boys, were next and proved to be the most favored
performers on the bill. They sang a number of
comical and eccentric numbers and put them over
in a fashion that proved their right to their great
reputation. They received several encores and
deserved them.

The finale is built around the song “Dream
Kisses,” which is sung by Arthur Ball. This
number brings in the whole company, with the
girls in gay costumes sitting in that hay filled
loft and some more of them in great illuminated
hoops which are let down from the top of the
house as the entire company joins in the chorus
of “Dream Kisses.” This is a mighty effective
finale and an appreciative audience applauded it
roundly as the curtain went down on one of the
best shows the Capitol has put on.

Chicago Sheridan

Week Ending November 13

The show is called “Hodge Podge Jazz” and
contains special numbers as sort of porlogue to
the picture, “What Price Glory.”

The show opens with the band playing “Char-
maine,” the 6Core for the picture. Betty Leonard,
dressed as French girl, sings the lyric before
setting back stage representing “Cognac Pete’s”
wine shop. The number gets a good hand and
is well sung by Miss Leonard.

This is followed by a band number, “I Told
Them All About You,” which is a good piece well
played. Russell and Marinoni, playing a violin
and accordeon, offer “little bits from big hits,”
their playing and dancing “The March ot the
Wooden Soldiers” being especially good. The act
is clever and entertaining and gets a fine hand.

Healy and Garcella follow with some clever
tap and eccentric dance steps. The act is clever
for some original and fast steps that win a big
hand and encore.

The band follows with “Let’s Kiss and Make
Up,” with Frank Wilson singing. The usual big
hand and encore is a result of Wilson’s singing.
Harm and Nee, those two smart young singers
called the Two Cadets, come on to sing “A Night
in June” at “At Dawning,” and “Miss Anna-
belle Lee” for an encore. They get a good hand.

This is followed by Auriole Craven, who6e good
work gets a good applause. Her fine act has been
reported many times before in these columns. She
is followed by a band number, “Just Once Again,”
with the trio of Buck, Hoff and Wilson singing
it. Hoff, the new member of the trio, keeps up
the good work of this feature of Buck’s orchestra.
The number gets a good hand.

Then comes George Givot, who, in his third
week at the Sheridan, still continues to be the
favorite. Givot has a new song very much like
“Peoria,” which the audience seemed to like.

As the band plays a medley of war songs a
drop goes up backstage to reveal faintly a huge
American flag. Then a red cross nurse, a 6ailor
and soldier are seen behind the flag. Wilson sings
"Piccardy” and then the picture, “What Price
Glory,” immediately starts. The finale is a pretty
effective opening for the picture.

PAUL —

May your vacation be a pleas-
ant one, and your return as
safe.

While you are enjoying yourself, your
boys, Louis McDermott, and myself,
will carry on at the Oriental.

MARK FISHER

f

0%

GRACE R. CLARK

Featured Organist

ASCHER BROS. CROWN THEATRE, CHICAGO

Solos and Community Singing

FLORENCE BRADY—

“ NOTHING BUT SONGS”

Now Featured in Bandshow Unit Touring
PUBLIX CIRCUIT

Direction William Morris Agency Personal Manager Marvin Welt

Walter Flandorf

SOLO ORGANIST

for theatres
and
recitals

CHICAGO

November 19, 1927

EXHIBITORS HERALD

45

Chicago Chicago

Week Ending November 13

Paul Whiteman has a program during this
visit to the Windy City that’s a whale. It is
entertainment personified, with every person who
dropped a coin at the box office of the Chicago
box office getting his money’s worth — and then
some.

The finale of the Whiteman show shook the
rafters — if the Chicago theatre has such plebian
things as rafters. It’s not usual to start a
report hind part before, but the finale was so far
superior to anything Whiteman has done pre-
viously that it will be a long time before this
reporter forgets it.

When Whiteman took to the pit and directed
the theatre’s pit orchestra and his own proficient
aggregation — a total of 65 artists — in Tschaikow-
sky’s “1812 Overture,” the audience went wild.

Whiteman is a real show man. The audiences’
appreciation and the waiting line at each per-
formance is evidence of that. In the arrangement
of his program he has something to appeal to
every type, and the most meticulous of each.

“When Day Is Done,” “Under the Moon,”
“Rhapsody in Blue” and “Shanghai Dream man”
were the selections played in addition to the
Tschaikowsky opus.

In the rendition of each he reverted just
enough from jazz, and in each he included just
enough symphony to make an outstanding pro-
gram.

Two bits of comedy gave the bill relief, the
first being Wilbur Hall, a trickster with the
violin and other instruments. This reporter saw
him twice in one evening and is still laughing.

The Three Rythem Kings, with their baby
pianos and their antics were good for several
minutes of fun. They were given a good recep-
tion. In thin act one of the Whiteman boys did
a neat bit of comics in his humorous feminine
interpretation.

In playing "Shanghai Dream Man,” two male
vocalists sang in Chinese settings behind two
scrims in the rear of the orchestra.

The pit orchestra, Jerry Nastri conducting,
played selections by Johanne Brahms during a
screen pieturization of episodes in the life of this
great composer. Snatches of the “Cradle Song,”
“The Blacksmith” and “The Hungarian Gypsy
Dance” were played.

Omaha Riviera

Week Ending November 10

If the New York bandshow did not click with
a loud report the first week at the Rivera, it did
so the second week. Theatregoers came away
from the house praising the second Publix enter-
tainment program planned and built on Broadway,
liking both the settings and the acts.

“Ranjomania” was the show. There were
plenty of banjoes, the principal performers on
these instruments being Lottie and Nancy Thomp-
son and also Morgan and Stone. The ballet girls
appeared as banjo girls and settings and uniforms
of A1 Evans’ orchestra were in keeping with the
title.

The hit of the entertainment undoubtedly was
Richard Edwards. He has been called both “Rub-
berlegs” and “Limberlegs” Edwards. Either
name applies. Sharing honors with Edwards
possibly was Eddie Hall, 6inger and comedian.

Among the dancers, Margaret Ball was the
premiere. Other entertainers were Jerry and
Dorcy Morgan and the Byron Sisters.

Kansas City Mainstreet

Week Ending November 12

This week saw the twentieth week’s engage-
ment of Walter Davison and his Louisville Loons
as the stage orchestral attraction. Popular selec-
tions were played by the Loons as an overture.

Heading the stage program was Coscia and
Verdi in a skit, titled, “Stringing Comedy.” Then
there was Leon Varvara, feature of Fanchon and
Marco Review. Joe Bennett had a comic act
billed as “dark moments,” while Georgia Hall
rendered song characterizations.

Tina Tweedie had a dancing and vocal num-
ber, titled “Taps and Songs.” Martin and Mayo
were comedy eccen tries.

San Antonio Aztec

The Aztec stageshow is headed by Talbert and
Fisher, the “Two Harmony Boys,” in a return en-
gagement this week. They are well liked in San
Antonio, and get a good hand at the big shows.
Grace Davidson, prima donna, and Shadkowa,
sensational European dancer, please with their
respective numbers. Jean and Ann, dance team,
have a good routine of steps. Jean Sarli and His
Aztec Symphonizers furinsh the melody.

New Y ork Roxy

Week Ending November 18

“Scherazade” as an overture by the Symphony
Orchestra, led by Erno Rapee, running about ten
minutes, received the big applause usual with
all their performances.

A Festival of Bagdad began out in front by
having singers and the ballet appear in the great
staircase in the boxes and wind their way down
to the stage. Costumed as shieks, slaves, danc-
ers and water carriers, in richly colored costumes
they offered a picturesque proceeding. Curtains
open as they near the stage with set representing
salon of merchants in Bagdad surrounded with
the full luxury of the harem days. Ballet is con-
tinually at work, in different groups, coming and
going off stage continually.

Douglas Stanbury enters with retinue and sings
“A Son of The Desert Am I” with complete
choral effect through the entire ensemble.
Russell Markerts Sixteen American Rockets, re-
ported often in these columns are in and out
of the picture in two striking routines. Affie
Martyn, Barbara La May, and Clare Stone are
produced from within vases by a fakir and pro-
ceed to win the house with their contortion
dances. All in all the number is a typical Roxy
spectical using a company of over two-hundred.
Running time about twenty two minutes. Big
applause.

The Russian Cathedral Choir do three particu-
larly good numbers in choral effects this week,
introducing a novelty through M. Vodney, a
Russian comic, who rubes through the final piece
with great success. This bit illustrated the pos-
sibilities of like effects and in a way rounds off
their work with a little more kick than hereto-
fore, when they were sticking to more or less
sorrowful tunes.

Maria Gambarelli in the Blue Waltz did a
particularly graceful bit of solo dancing in set
bathed in blue with background of the heavens,
winning herself a nice bit of applause.

“The Dance Of The Skeletons” by Markerts
Sixteen American Rockets, ended the bill this
week with a fine touch of showmanship and
novelty. With radium costumes depicting skele-
tons they had a clever routine in which they
seemingly appeared and disappeared at ease,
meanwhile going through a lot of spooky maneu-
vering.

Des Moines Capitol

Week Ending November 11

“Tokio Blues” furnished a picturesque en-
semble for fans during the week with the Oriental
costumes, music and scenery. Part of the charm
of the show was the posed picture in a frame
above the stage where color and artistic arrange-
ment brought applause.

A dainty Japanese prima donna appeared and
there was a Japanese violinist who danced also.
Two girls offered novelty dances.

Willie Solar and his peculiar style of singing,
together with a mobile nose, made comedy.

Jimmie Ellard and His Jazz Jesters played some
spirited music. "Yankee Rose,” played as num-
erous nationalities would play it, made good en-
tertainment. Jimmie sang “Following the Sun”
and several encores. When he sang “Are You
Only Pretending?” he pointed out good looking
damsels in the front part of the house and had
most of them in ecstatic hysteria while he sang
directly to them. Being next to the last week
of Jimmie’s engagement in Des Moines he brought
out all his charms for the patrons.

WHISTLING LOVE BIRDS

SOUTHSEA HAWAIIAN DANCE

NOVELLE BROS.

Pantomimist Artists

After completing a long . tour of
PUBLIX THEATRES we are now
playing Night Clubs until our new
Publix Route is ready.

P. S. MURRAY and ALAN are now back
East filling in “last halfs” again.

ROMEO ,
7A\ AND

2=1 Juliet

CHARLES IRWIN

“Deluxe Master of Ceremonies”

For Deluxe Picture Theatres
Now Touring PUBLIX THEATRES
As Featured Entertainer

WELLINGTON SISTERS

“The Song and Dance Debutantes”

Just the type of De Luxe Act to fit in any
High Class Presentation

Direction — William Morris Agency

STANLEY & BIRNES

“Two Bright Lights from Broadway”

Just Finished Four Weeks
in CHICAGO PICTURE HOUSES

46

EXHIBITORS

HERALD

November 19, 1927

Chicago Oriental

Week Ending November 13

This is Mark Fisher’s first week at the Ori-
ental leading the bandshows in Paul Ash’s place.
The show was reported on Sunday with the
regular club performance at noon. Louis Mc-
Dermott staged a beautiful production around
Mark Fisher and Paul Ash’s Gang called ‘‘Hello
Mark.” The program ran as follows:

Opening: With film trailer on screen showing
news shots of Paul Ash leaving the Oriental in
Mark Fisher’s care and introducing Louis Mc-
Dermott his producer who is responsible for the
clever shows at the Oriental. The titles that
followed in this trailer were all fine tributes to
Mark Fisher and Paul Ash asked his audience to
make him feel at home now that he is away.

After this the curtain rose to expose a street
drop in one on which paintings of huge song
covers were reproduced representing a number of
popular song hits. During this number Paul
Small sang the introductory song called ‘‘A
Pretty Girl is Like A Melody” and followed same
with medley of other numbers in which a girl
would leap from within each song cover. Later
it was learned that the girls who represented
these songs were the Six Abbott Dancers a per-
manent fixture at this house who are one of the
feature attractions.

After this specialty Mark Fisher makes his
entrance from the center of this setting singing
‘‘Sally Won’t You Come Back.” The original
Zeigfield Follies number as the song drops parts
to disclose a beautiful young lady in back of the
song cover supposedly the Sally. During this
number Mark stepped up in front of plush
curtain to sing his number while stage was

being set for another scene. We wish to say
that the reception accorded Fisher upon his en-
trance was worthy of one due to a famous
character or even Royalty which proved that he
is very well liked.

This was followed by full stage settings as
the band played an arrangement of “Blue
Heaven” in which Fisher also stepped up front
to sing a verse and chorus. He also sang this
number last week and the audience seemed to
just glory in it.

The first specialty act on the bill was Born
and Lawrence an act that was reported many
times before in these columns. Regardless of the
fact that they opened the bill, their hokum
comedy steps and songs in gestures were very
well received and won them an encore.

Another band arrangement followed next of
“The Wobbly Walk” in which Paul Small sang
a chorus as the Abbott dancers in unique cos-
tumes offered a novelty acrobatic dance. This
was followed by another band arrangement, this
time a snappy tune of “Singing that Song to
Somebody Else” with Paul Small again singing
assisted by the boys in some clever clowning.

After this number, Mark Fisher assumed the
role of Master of Ceremonies for the regular
Paul Ash Sunday noon club in which a number
of artists entertain each Sunday at this theatre.
The first one to start the proceeding off was
a young soprano who offered “God Sends A
Little Gift of Roses” in very fine style which dis-
played both quality and volume in her voice. We
are sorry that we were unable to get her name. A
young chap by the name of Rubber Legs fol-
lowed next with a series of eccentric and con-
tortion steps in which he did everything but tie
himself together by his loose limbs. This chap has

a knack for this sort of work and may some day
be a somebody.

One of the feature artists of this bill followed
next in the personage of Grace Aldrich a clever
songstress whose offering of popular numbers is
a little bit different than the majority of co-
mediennes. She opened with a special song and
closed with “A Night In June” intermingled with
comedy antics. This young woman makes a fine
appearance and with her taking personality
should do well in picture houses doing this sort
of show. Her peppy style won her two encores
at this house. A youngster of not more than four
years of age followed next with a vocal selec-
tion of “Under the Moon” to which she also
offered a tap dance. This little girl has many
clever and cute ways that should get her far
in this sort of work. She was followed by
Dorothy Jane another little girl of about the
same age, who sang “I Told Them All About
You,” intermingled with some tap dancing. She
was then followed by Donald Henry a boy of
about 12 years of age whose extreme high tenor
voice stopped the show, singing “Broken Hearted.”

Little Eddie May a little colored girl closed
the club show program with some eccentric steps
which enbodied the Charleston and Black Bottom
routines. The girl has an individual way of doing
her steps that should make her popular some day.

Mills and Shea opened the second part of the
regular show with their acrobatic stunts in
comedy form intermingled with a lot of eccentric
steps. These boys were reported many times be-
fore. At this show they proved to be the fea-
ture hit of the bill.

Mark Fisher next sang “Are You Happy?”
taking his place out front again as the stage
was being set for the Finale: This song was
also sung by Mark last week and they seemed
to enjoy it as much as then. The tremendous
applause given him for this number again proved
that Mark Fisher has a large following.

The finale consisted of a band arrangement
of “Highways are Happy Ways” with a scrim
setting on platform over band with house on hill-
top and as the band played the number a minia-
ture automobile traveled down the road finally
stopped in front of this house. The driver hap-
pened to be Mark Fisher who was featured in the
number and offered same in vocal style. During
the second chorus a light appeared in the window
at this house and towards the finish of the last
line a gray-haired lady appeared on porch to
meet Mark, supposedly to represent his mother.
This was a novel and impressive scene and re-
ceived many curtain calls. An item of interest
was that during this arrangement, the first violin
player, Nate Leavitt directed the orchestra from
his seat.

Observation: Taking into consideration that

Paul Whiteman is in town, and this being Mark
Fisher’s first week, the show was very well
staged and proved a good draw at the box office.

Detroit Michigan

Week Ending November 5

"Dixieland,” an elaborate presentation of south-
ern melodies, songs and dances, featured Lou Kos-
loff and His Symphonic Syncopators on the stage.

Overture: "Operatic” with Eduard Werner, the
Michigan Symphony, and F. Eugene Wilson, bari-
tone. Violin solo by Arno Segall.

For the opening Randolph’s Kentucky Jubilee
Choir offered "Deep River,” which was followed
by Kosloff’s marvelous arrangement, “Southern
Rhapsody.” Both numbers held the audience spell-
bound.

Ruth Stanley and Luella Lee, charming dancers,
were next. Appearing with some fleet and nifty
tap steps, this pair pleased highly. A songstress,
Edith Griffith, followed and also did nicely, es-
pecially with "Morning Glories.”

"Song of the Vagabonds” was the accompani-
ment to a swift dancing turn by Morris and
Rapp. Together these young men are smart
enough to please anyone but when they work
individually it is just another case of more heavy
hand echoes.

A new version of the black bottom, offered by
Harry La Mont, and titled, "Lucky Lindy.”
Harry, a brief statement from Kosloff, went on
and how ! To quiet the audience after three en-
cores, Lou made another speech in his behalf.

Joe Penner comes out with some amusing riga-
marole and his foil is Kosloff who certainly does
right by little Joe. Working 10 minutes the two
provide comedy sufficient for a double show.

Finale: Slicing of huge watermelon, more
spirituals by choir and entire cast brought out
from front to strains of “Sunny Shore.”

Observation : Some show !

PEGGY ROSS

CHAMBERLIN and HIMES

(Positively the World* s Worst Apache Dancers)

Featured Comedy Dancers
“ZIEGFELD FOLLIES OF 1927”

Now Playing New Amsterdam Theatre, New York City

Production Representative — Leo Fitzgerald

W. REMINGTON WELCH

SOLO ORGANIST

THIRD YEAR AT THE

TIFFIN THEATRE CHICAGO

Solo Presentations —

JACK MARTIN

Featured Organist

TOWER THEATRE, MILWAUKEE

— Photoplay Synchronizing

AL and LOUISE WALKER

THE TEAM WITH THE EDUCATED FEET
FOR DELUXE PRESENTATION THEATRES
Just Closed a Successful Tour
of PUBLIX THEATRES

Direction — William Morris Agency

HARM and NEE

O ~ Wm *

“ Those Two Cadets 99

WL> 4 i

For DeLuxe Picture Houses

wmL » jlyK

Just Played a Return Engagement for ASCHER

^£5^ Or**

BROS. Still Playing the Best

November 19, 1927

EXHIBITORS HERALD

47

Chicago Harding

Week Ending November 13

This is the second week of Vitaphone here and
is still pulling a crowd. The first of the rotat-
ing bandshows took place this week with A1
Belasco and his boys in a unit called “Al’s
Rookies.” This is the same show that was re-
ported in another Chicago house a few weeks
ago and with the exception of a few changes,
it ran as follows:

Opening: In front of street drop represent-

ing camp with mess hall and other administra-
tion buildings in an army camp. A1 Belasco on
extreme end of mess hall is found peeling spuds
in spotlight as curtain rises. During this scene
A1 also e peels off some clever chatter which
gives the show a plot and injects the comedy
element. Slim, a tall, lean member of his band
also enters at this time and carries on some
clever comedy bits with A1 which keeps the audi-
ence in a laughing mood.

The next scene to a full stage setting of the
interior of the camp theatre with the boys all
in uniform as A1 leads them through an arrange-
ment of “Hinky Dinky Parley Voo.” This num-
ber is followed with several popular tunes made
known during the war in which A1 Belasco sings
several comedy verses in an entertaining style.

After several minutes of this merriment the
entertainment was started off by Babe Fenton a
cute young lady who offered some toe acrobatics.
She was well liked and was given quite a recep-
tion for her work.

The next scene was some more comedy antics
carried on by A1 and Slim in the form of a drill
squad. This was enjoyed by the audience es-
pecially by ATs clever impersonation of the drill-
ing sergeant who did some original army life
chatter that kept the humor throughout the situa-
tion.

A band arrangement of "Marseillaise” followed
with the Gould girls dressed in Beau Geste uni-
forms as they offered a drill routined with prop
guns. The drum-major-like directing of A1
Belasco during this band arrangement instilled
the proper life in the number that put the scene
over in great shape.

Charlton and Shields two young ladies in a
harmony singing routine followed next. These
young ladies have very fine voices but somehow
did not register at this house. If a new selec-
tion of songs were used in place of their present
routine, their offering probably would be re-
ceived in a better manner.

The Dean Brothers followed next in a very
clever offering of novelty acrobatic steps inter-
mingled with some eccentric and sensational danc-
ing. These boys have been reported before and
again proved very entertaining.

A! Belasco stepped up in front next to sing
a comedy version of "My Operation” with sev-
eral catchy verses assisted by the boys in a
novelty arrangement in which they sing and
clown with him. This is the type of song that
A1 does so well and one that the audience seems
to enjoy him in.

Another band arrangement followed just to in-
troduce Moss and Frye that clever pair of comics
in a blackface offering that stopped this show.
This act has been reported before and our last
report also expresses our opinion now.

Finale: Consisted of a band arrangement of

"America First” as a scrim drop took the place
of a background representing a clear blue sky
and as the entire cast assembled on the stage, the
band went into an arrangement of “Stars and
Stripes Forever” as on the background appeared
"Old Glory” colorfully illuminated.

New York Strand

Week Ending November 18

Nathaniel Shilkret and his Augmented Victor
Salon Orchestra in their second weeks’ offering
presented “Inspirations” depicting via a tabloid
for various composers the legend of the compo-
sition of their favorite melodies. There were
five altogether, Liszt’s “Polonaise” using the
entire ensemble, Beethoven’s “Moonlight Sonata,”
with George Halprin, pianist, Helen Lavin and
chorus. Chopin’s “Minute Waltz” with George
Ali, Paganini’s “Moses” with J. Zayde and finally
Tschaikowsky’s “1812 Overture” with the entire
ensemble. Applause indicated that productions
of this sort are greatly appreciated and liked.
The running time is about twenty minutes, the
production running from one number into the
other without any stop. By far the most ambitious
and pretentious overture production to date.

Sofia del Campo, famous South American opera-
tic star, sang “Mirelle” and “Nightingale” with
fire and enthusiasm, winning herself nice
applause.

The Eight Cocktails in the second week of their
return engagment at the Strand put on another
snappy bit of team work in a four minute routine
packed with novel steps.

“Ukulele Ike” Cliff Edwards, fresh from the
Follies steps out and gives them “Clementine,”
“Did You Mean It” and "It All Belongs To Me”
going over with a bang. A great little presenta-
tion bet.

Tom Moore, Misses O’Neill, Berne and Lanvin

swamp the house with some genuine harmony in
this spot, singing “Blue Heaven” the girls work
much like the Brox Sisters, and yet the addition
of a baritone added much to the rich effect of the
harmony. Tom Moore has a particularly pleas-
ing voice, and the combined efforts of the
quartet brought home some mighty big applause.
Another knockout presentation bet are these four.

“Shufflin The Deck” for a novel finale, with
stage set as deck of cards, and as each one
would be dealt (drop raised) girls costumed as
various cards did a little routine and welcomed
the next group. When the entire ballet had
finally entered in this manner, the last drop rises
disclosing an ensemble of about seventy-five sur-
rounded with what seemed all the mammoth cards
and chips the stage could hold. All are singing
a. merry-happy-go-lucky tune closing out a bit of
stage work that is different in it’s own little way
from any thing else on Broadway.

Atlanta Howard

Week Ending November 12

With A1 Short swinging the baton, the How-
ard presentations, “Klassy Kapers,” went over
with only moderate gusto last week, headlining
the Warner Sisters, billed as “a vest po-cket edi-
tion of the Duncan Sisters.” These clever per-
formers, the older 8 years, in fairness won the

honors of the bill. First, appearing as two news
urchins and then as pickaninnies, they gave an
act worthy of praise.

Next in line came “Red” Clements, a young
usher of the theatre, whose good tenor voice
drew an appreciative hand. This being his first
stage appearance, he possessed a bashfulness
which went to enhance his audience appeal.

Sylvia Peterson rendered two difficult vocal
solos, drawing only a fair approval, her weak
point being her stage bearing. Clifton and
Brent, termed “Rubber Necks and Rubber Legs,”
brought a loud hand with some original antics.
Hazel Kennedy, a petite and unusual versatile
comedienne, proved herself capable of carrying a
heaped load of applause, though diminutive she
may be.

Jack Bain, singer, gave several numbers, al-
ways receiving a fair hand.

A1 Short and His Melody Boys, with George
Lee Hamrick at the organ, presented a special
short musical performance entitled, “Operatic
Gems,” and were assisted by four Atlanta singers
who appeared on the Howard stage last week.

St. Louis Ambassador

Week Ending November 11

Ed Lowry’s “Flyin* Back” marked his return
from a visit to New York.

Among the entertainers he selected to put the
show over big were: Jerry, the dancing ac-
cordionist ; Bernard and Henry, who offered a
Van and Schenck portrayal of two maids ; Erner
and Fisher, two collegiate youngsters ; Lowry’s
Stage Orchestra and the Ambassador Rockets.

Dave Silverman and His Orchestra and Stuart
Barrie at the organ had devised an orchestra-
organ presentation called, “Lest We Forget.” It
was in keeping with Armistice Day.

joe BROWN and BAILEY Sum

“Two Boys in Blue”

A Deluxe Act for Deluxe Houses

Just Closed a Tour of PUBLIX
Now Playing Return Engagements
Direction — Arthur Spizzi and Phil Tyrrell

EDDIE HANSON

Solo Organist

BALABAN AND KATZ

UPTOWN and TIVOLI Theatres, Chicago

RUTH MARIE MARCOTTE

“The Versatile Prima Donna”

Coloratura Soprano Singing Classical and Popular Ballads
Now Appearing in Deluxe Picture Theatres
Direction CHARLES BOHLER

MAXINE HAMILTON

THE LITTLE BLUES SYNCOPATRESS WHO
ALSO DANCES HER WAY INTO YOUR HEARTS

Now Enjoying Third Successful Tour of PUBLIX THEATRES
in the Middle West.

Direction — Phil Tyrrell and Max Turner

HENRY MURTAGH

Chicago Theatre
CHICAGO

48

EXHIBITORS HERALD

November 19, 1927

Chicago Norshore

Week Ending November 12

This is the second week of the rotating band
shows which open at this house and play two
more weeks in neighborhood houes. A1 Kvale
was presented this week in a Jazz Festival, a
peppy stage bandshow produced by Charles
Niggemeyer. In addition to the Gould Dancers,
Peggy Bernier headed a cast of talent that in-
cluded Forsythe and Kelly, Gray and White, and
others.

Opening: In full stage set in front of large
bass drum which made its appearance before each
band number. This was followed by the Gould
dancers in white costumes doing a fine routine
on a bridge setting later finishing in front of
band. This offering was well done and highly
received.

A1 Kvale made his entrance after this number
to a fine reception and led his band into the first
arrangement called “What’ll You Do?” Cloyde
Griswold, formerly at another theatre in town
and now a permanent member of this band of-
fered a vocal chorus of the number to a fine re-
ception. A1 steps up with his clarinet and gives
one of his hot interpretations of the number a a
the lights on the drum and the setting of seven
drums on the bridge made a fine and unique im-
pression with their effects.

Gray and White two young men followed next
in a tap dance routine that was supported by a
boob eccentric for an encore. These boys have
been reported many times before.

Forsythe and Kelly another two young men
were next and from the reception accorded them,
they apparently were the laugh hit of the bill.
They offered “Bye, Bye Blackbird” and many
other popular tunes in comedy style intermingling
with some very clever chatter that kept this
audience in continuous laughter. These boys
really have fine voices and the audience soon
learned of this as they stopped the show com-
pletely.

After two encores they were followed by A1
Kvale leading the band in a novelty arrangemnt
called “Titles” a serenade in which Bernie Sands
the pianist and Louis Adrian the violinist and A1
playing the flute offer a trio solo which really
pleased immensely, and won them a very good
hand. The next number was offered by the
Gould dancers in military style in which Gray
and White also offered a snappy and fast tap
dance.

This was followed by Charles Gregory, the
young man who produces music from such in-
struments as saws, inner tubes, tire pumps and
so forth. This chap has been reported many
times before and as usual proved to be one
of the biggest hits of the bill. In this day and
age of singing and dancing acts a novelty such
as Gregory offers is well appreciated especially
when the artist has such a fine conception of
music as this fellow has.

After considerable merriment carried on with
A1 Kvale, Peggy Bernier stepped out to do her
inimitable entertaining and again took this house
by storm. Although this young lady has been
appearing in these houses for several months, she
is always a big favorite.

The next band number was an arrangement
dedicated to Armistice Day with a presentation on
the bridge of seven large drums in which dim
light disclosed a silhouette of a young lady play-
ing the drum with a smaller drum also in front
of each member of the orchestra with lighting
effects as the boys play a military number. Dur-
ing this scene a short motion picture of Our Boys
on Parade was flashed on scrim curtain during
the band number after which the curtain parts
while orchestra still plays military arrangements
as the girls play drums for the finale.

Observation : If future stage shows produced
here are as good as this one, there is no doubt
that the rotation idea will prove very successful
as this was one of the best shows ever produced
at this house.

Milwaukee Wisconsin

Week Ending November 12

“Spice Box Revue,” this week’s presentation,
opens with an introductory song by Billy Meyers,
followed by the Six Abbott Dancers in a clever
dance in which each carries a spice box. The
orchestra is dressed in silk silver and black clown
suits.

Tim Marks, a rather versatile person, whistles,
“Let Us Waltz as We Say Goodby," after which
he obliges with some clever tap dancing. He is
good and draws a neat applause.

The orchestra then goes into Glen Welty’s mus-
ical arrangement of “Waiting for the Rainbow,”
with Billy Meyers singing the chorus.

Quale and Kelly introduce themselves with a bit
of song and then proceed to show what they can
do in the line of soft shoe dancing. They draw
big applause.

Helen McFarland is a versatile miss who sings,
“Is She My Girl Friend,” and then proceeds to
accompany the orchestra on the xylophone. She
has plenty of pep and put6 her act over in good
style.

The orchestra next plays the "Doll Dance.”
Billy Meyers sings the chorus, and the Six Abbott
Dancers in a pretty ballet dance on the upper
stage behind the orchestra.

Jack North, the banjo maniac, sang several
songs, accompanying himself on the banjo, among
them being, “If You Could See in Sophie What
I Can See in Sophie” and "I’m Back in Love
Again.” He is clever and was well applauded.

The Four Covans showed the audience some-
thing clever in dancing, and the two colored boys
and girls did their stuff to “Moonlight on the
Ganges,” and did a clever Russian dance in cos-
tume. The four went over big.

In memory of those who gave their lives in
the last war, a presentation, “Armistice Memoirs,”
was given in the form of a musical selection and
pantomime. The orchestra wore army uniforms
with the tin hats and all. Then with appropri-
ate musical selections by the orchestra panto-
mimes were presented on the upper stage behind
the band of Washington crossing the Delaware,
the Spirit of ’76, and the World War. Before
the final scene Billy Meyers sang, “Sweet Marie.”
This was very well done and went over big, and
considerable credit should be given Eddie Weis-
feldt for the splendid way in which the panto-
mimes and presentation on the whole were staged.

The photoplay this week is “Adam and Evil.”

St. Louis Missouri

Week Ending November 11

“Atta Boy” built along Brooke Johns previous
stage productions was presented during this week.

Arthur Nealy, tenor, sang, “Blue River” as a
production number, while he and Johns sang a
number of songs that were popular during the
period of the World War. The audience was also
requested to join in “Over There” and “Keep the
Home Fires Burning.”

Other acts included in the stage program were:
Heller and Riley from musical comedy : the Las-
siter Brothers, dancers ; Ilomay Bailey, blues
singer, and Goode Montgomery, dancer. The
Missouri Ensemble also danced.

Leonid Leonardi had an especially arranged
“Armistice Week Overture” for his Missouri Con-
cert Orchestra. An effective stage tableau
toned up the music.

Milton Slosser was at the organ.

Kansas City Midland

Week Ending November 12

Jan Garber and his Victor recording artists
in “Pullman Blues” was the feature stage attrac-
tion this week at Loew’s Midland theatre, the sec-
ond week since the theatre opened its doors. With
Garber’s company was the Six English Tivoli
Girls, billed as “dancing darlings from London.”
They were seen frequently on the stage.

Then there was Lyndom and Farman, dancers,
whom the program announced as "eccentric foot
flingers.” Bert Carrol did virtually everything
which lived up to his descriptive adjective—
“pep.” Rose and Carol were seen in vocal num-
bers. A special Armistice Week selection, “Mem-
ories," was played by Rubinoff, guest conductor
of the Mildred Concert Orchestra, who composed
the number. The regular overture was “Living
Masters.”

Hans Flath, organist, rendered solos.

ORGANISTS!

Follow the Leaders

Paul Ash We Now Have Ready Complete Sets of Slides on

“SWEETEST SWEETHEART” and “MOONBEAMS AND
YOU” for Your Solos

PAUL ASH featured these numbers
at his farewell ball last week

HENRI A. KEATES of the Chicago
Oriental also featured it as an organ
solo

NOTE: Send for Copies and Orchestration NOW

BARNUM PUB. CO. Wch?cagLSg'

]

DAVEY WHITE

(The Young Old Soak Dancer)

IN HIS ORIGINAL ECCENTRIC TWISTS

Just Finished a Successful Engagement at the CAPITOL Theatre,

NEW YORK, with VINCENT LOPEZ

LEW KEENE

(Tap and Acrobatic Dancer)

A Feature On Any Bill

Still Playing Deluxe Picture Houses

For Bookings Address EXHIBITORS

HERALD

LETT SISTERS and LOUISE

(The Three Humming Birds)

j£ v* . WwZmm- ' " 1

( j

'■y&e

Formerly
“Premier Trio”

Now Touring t

GUS SUN CIRCUIT

Direction — SAM ROBERTS

November 19, 1927

EXHIBITORS HERALD

49

Chicago Granada

Week Ending November 13

The show this week is called “Around the
World.” Kaley comes on to sing a short song
about the presentation and then the Granada
Girls, in pretty costumes, come on to do a short
routine.

The curtain rises to reveal a full stage set rep-
senting the deck of a large ocean liner. Done
in modernistic style, the setting is unusually effec-
tive. The band plays “Russian Doll” with Kaley
singing it. The arrangement is unusually good
and the number gets a good hand.

Hawks and Mack follow and sing “We Amer-
icans.” They put the clever song over in clever
style, and deserve a better applause than they
got, even if it was a good hand. Ethel Marine,
"the fashion plate of the air,” follows with a
wonderful trapeze and iron jaw act. Her radium
butterfly costume is a knockout, and so is her
entire act. She gets a fine hand.

Maxwell and Lee follow with a clever comic
act that goes over fine. Both of them take
some great falls in their burlesque dancing. This
is followed with a good band number, “Among
My Souvenirs,” with Kaley singing it.

Andy Rice, Jr., next exhibits some good tap
dancing that reminds one of the work of Buster
West. He gets a good hand and encore.

Then follows a corking good band number in
which "Under the Moon” is presented as it would
be played in China, Mandalay, Spain, and by
Sousa’s band. In each case an appropriate scrim
picture is presented. The arrangements are good.
The number ends with a large view of the U. S.
Capitol and with the Granada Girls doing a good
routine and dressed as sailors. It makes a thrill-
ing finale.

Boston Metropolitan

Week Ending November 11

Another overture production, “Studies from
Faust,” started things off this week. The cast
included Frank MacDonald, violin soloist, Ivan
Steschenke, basso, Georges Dufranne, tenor, and
the Metropolitan ballet. Arthur Martel at the
organ played “The Organ Speaks,” a history and
demonstration of the instruments within the or-
gan.

“Shadowland” was John Murray Anderson’s
stageshow. Everything was done in lights and
shadows — black and white. The orchestra, under
the direction of Gene Rodemich, was dressed in
black suits and black berets and formed the
“shady” background, while lights all around the
edge of the front curtain and in front of the
orchestra gave the brightening touch.

The curtain rose to the tune of “Me and My
Shadow” played by the Met Merrymakers. First
came the Foster Girls alias the “White Rabbits”
in black bunny costume with big white ears. They
did some clever tap dancing.

Then came Sam La Veen and A1 Cross as
“Brutus and Cassius.” They put across some
gymnast’s acts, and we wondered at the super-
human strength of Brutus when he held Cassius
above his head with one arm, until we found
that Cassius was suspended from above by a wire.
Good comedy.

Stella Powers sang a soprano solo. She stood
in back of the orchestra with only her head and
shoulders showing, and made a pretty picture
against the black curtain. After her came Idrena,
the Doll, who twisted herself up in some uncanny
contortions. She was followed by the Foster
Girls in an aerial ballet. Next came the stage-
band playing Armistice Day selections.

They were followed by Roy Rogers in some
real comedy. He sang “Show me the Way to Go
Home” in the most pathetic ( ?) way. and also
did some backward somersaults, cartwheels, and
the like. The audience called him back twice for
more.

The Phantom Piano with Pauline Alpert, Victor
recording artist, was next on the program. She
knew how to tickle the ivories all right. Her
concluding number was played up in the air,
literally speaking this time, for she and the piano
were lifted off the floor and suspended in mid-
air above the orchestra.

The concluding number with Stella Powers
dressed in a beautiful white costume and singing
“Birds of Paradise,” and girls in white standing
above and in back of the orchestra carried out
the final effect in black and white.

“The City Gone Wild” is the film.

San Antonio Texas

“A Trip to Mars” is the Publix bandshow of-
fering at the Texas this week. The opening is
not as strong as it could be, showing A1 Morey,
personality leader, in front of work curtain ; after
announcement, he steps back into curtain

opening, showing drop representing huge balloon,
with passenger car.

Ballet come out for dance number — band is hid-
den behind balloon drop. Morey enters door of
car, and girls go off stage, lights appearing in
windows of car, which ascends, giving the ap-
pearance of balloon rising — a drop back of it
reveals a birdseye view of a bit of country. After
the balloon goes into flies, blackout. Birdseye drop
is raised during dark house, and band is re-
vealed inside car when lights go up. For such
a well worked opening, it is peculiar that it did
not get the hand — probably because of the length
of time required for the various changes.

Second number is band specialty, “When Day
Is Done,” featuring Don Jose Gutierrez, trombon-
ist. Goes nicely, and is well liked. Gardner
and Douglas, two boys just starting out, do an
essentric hoof number that is a combination of
all that has been done before. Sherry Louise
Marshall, singing “Spring Voice,” has a beauti-
ful voice, and a good following in San Antonio.
“Estrellita” is the second number.

Don Miguel Galvan is easily the hit of the
show. He is a likeable Mexican boy, who is a
master at the banjo, getting all the trick effects
to a perfection. Miguel, because of his national-
ity, proved an instant sensation in San Antonio,
and it is rumored that he may become affiliated
there in connection with the band. The next
number is a band specialty, “She Don’t Wanna,”
featuring a comedy bit by Eddie Le Bleu, Texas
percussionist. This man is a natural comedian,
and all of his stunts go over great.

The Swan Dance burlesque number by Clyde
Cottom hits okay, as does Ted Claire, comedian,
who gags, dances, sings, and performs gymnas-
tics with lollypops, roses and beer kegs. Doris
Rue, another local favorite, introduces into town
for the first time, the "Kinjajou,” supposed to
be the latest dance craze of the North and East.

Finale is done with radio-light costumes, house
lights down, and is very beautiful. Back drop
raises, and shows scene supposed to be on Mars,
with fantastic lighting effects. Finale, although
not as 6nappy as could be, makes up for lack of
pep by the unique lighting and scenic effects.

Picture is Mary Pickford in “My Best Girl,”
which is packing ’em in at all shows.

Chicago Stratford

Week Ending November 12

Ted Leary’s continual puns were not only the
spice of this week’s stageshow at the Stratford,
but he received tremendous applause for the best
and last number on the program when, in direct
contrast to his foolishness, he gave a dramatic
reading, “The Unknown Soldier.” This poem,
for an Armistice Day act, rivals anything this
reporter has seen or heard of.

Opening: in full stage setting with backdrop
representing San Francisco’s waterfront and the
Stratford Syncopators, with Maurie Hillbloom di-
recting, behind short dock pilings (to give atmos-

phere for the motion picture, “Old San Fran-
cisco”), playing an exceedingly good interpreta-
tion of “My Blue Heaven.”

Ted Leary then ambled out, and after telling a
joke or two, introduced Bobby Allen, who sang
"Baby Your Mother.” This number was well
done, but failed to warm the crowd, not through
any fault of the artist.

Tolley and Francis came on then, singing “Are
You From Dixie,” and followed with a fast ec-
centric tap. One of the team sang “Song of the
Wanderer” in a very creditable manner, and after
some more footwork they ran off, getting a good
hand and being required to take two curtain
calls.

The Lucille Sisters, dressed as Topsy and Eva,
two roles made famous by the Duncan Sisters,
were next and got over big, singing “I Never Had
a Mammy” and “Remembering.”

Leary then slipped out and was greeted with
laughter when he announced that “he’d be glad to
be a pappa to the poor little homeless girls.”

The Syncopators played “Baltimore,” with a
vocal chorus by A1 Benson, the popular drum-
mer. The number won a good hand.

Next came West, Lake and Kane, two eccen-
tric dancers and a female impersonator, who
caused uproarious laughter with his imitation of
a prima donna. West and Kane danced to “Sam,
the Old Accordeon Man,” “I Love You” and an-
other good jazz selection. The three came out on
their last number doing a Russian song and
dance. These boys worked hard and they were
heartily applaude.

For the last number Leary sang “Sweet Marie,”
interluding it with "The Unknown Soldier.” On
the finale all acts came on the stage and every-
one danced to a hot tune played by the Synco-
pators as the curtain closed

Pittsburgh Grand

Week Ending November 12

Good show this week with seven units presented.
This is more of a show than usually given and
also holds up in quality as well as quantity. Fea-
ture was “Loves of Carman.” Spanish prologue
presented by Roscmont Troubadours.

The overture as played by the Grand Symphony
Orchestra under the direction of David Broudy,
"Medley of Kriesler Tunes,” had as a feature
a violin solo by the concert master, Elias Bree-
skin, which was well appreciated by the audience.

After the news, Billy De Wolfe and Evelyn
Kindlcr did four dances, two solos and two to-
gether. The first being a waltz. Miss Kindler
doing a high kicking specialty and De Wolfe do-
ing a great acrobatic routine. A sort of jazz
dance was used for the closing. These two have
about everything needed to put over an act —
looks, personality, talent, pep and showmanship.

Rosemont Troubadours are five people, all Span-
ish, two singers, a solo dancer and a mixed couple
who do a typical Spanish dance and also an
apache number.

BOB JIM

HAWKS and MACK

COMEDY SONGSTERS

Meeting with Success in All Motion Picture Houses

Direction, Mortin Field, 904 Woods Theatre Bldg., Chicago

ILOMAY BAILEY

“The Golden Voiced Prima Donna”

Back at the NORSHORE Theatre, CHICAGO, with AL KVALE
After a Successful Tour of Deluxe Houses

Direction — PAUL ASH

al MARKELL and FAUN gay

“A LAUGH WITH EVERY STEP”

Featured with JACK PARTINGTON’S “FLORIDA” PUBLIX Unit

This Week — MICHIGAN theatre, Detroit
Next Week — INDIANA theatre, Indianapolis

HELLER and RILEY are now playing the Direction of MAX TURNER —

NORSHORE theatre, Chicago William Morris Agency

50

EXHIBITORS HERALD

November 19, 1927

LOSAY5

Something
about5
^ — Everyone

PRESENTATION
EOlTOte

r

Well, boys, it looks like the Big Parade of stars
this year. . . . First it was A1 Jolson, then the
Duncan Sisters, now it’s Sophie Tucker and Rae
Samuels also playing deluxe picture houses. . . .
Sophie opens at the Norshore, Chicago, next week
where Ilomay Bailey is now featured. . . . Sam-
uels is being featured with Tom Brown and his
Six Brown Brothers at the Granada and Marbro
theatres, Chicago. . . . While on the subject of
stars let us also state here that John Steel and
Dolores Cassinelli are making their first appear-
ance in New York picture houses under the direc-
tion of Alf. T. Wilton. . . . While Paul White-
man appears at the Uptown theatre, Chicago,
Bennie Krueger, its local draw there is visiting
his folks back home. . . . Jules Buffano did the
same last week when Whiteman played at the
Chicago theatre. . . . Our friend Harry Gourfain
is back in town and will alternate stage produc-
tions at the Norshore theatre with Charles
Niggemeyer who took his place for a few weeks.

. . . Frank Woollen, in charge of publicity and
advertising for Lubliner & Trinz is to undergo a
major operation this week for spinal trouble.

. . . David O’Malley, in charge of presentation
for the Benson Organization of Chicago, just re-
turned to his desk after a week's illness. . . .
Erwin Barg, in charge of organ solos for the
Milton Weil Music Company,, sends us word that
the following organists are doing his stunts :
Ernie Hunt, of the Loew’s State, Cleveland,
Ohio. . . . Howard Peterson, of the Missouri
theatre St. Joseph, Mo. . . . John Thomas Cox
at the new Orpheum in Springfield, 111. . . . And
Milton Herth, of the Lincoln Square theatre in
Decatur, 111. . . . We'll say that Erwin has been
working. . . . Madeleine Woods is the charming
young lady who has charge of publicity for the
Great States Theatres, with offices in the Butler
Building, Chicago. . . . Hooray ! our good friends,
Heller & Riley will be in town next week at one
of the local B. & K. theatres. . . . Cecil Davis,
former band leader of the North Center theatre,
which closed down recently, will soon open at
another house in Chicago. . . . Art Kahn is now
touring the William Fox Circuit with a new
band. ... It is with great sorrow that we print
the news of R. J. Lydiatt’s death. . . . R. J.
was the fine fellow in charge of the Junior Or-
pheum Circuit. . . . We are also sorry to men-
tion that Joe Lewis who was recently attacked in
his hotel in Chicago is in bad condition and
may never be able to speak again if he recovers
his wounds. . . . Jimmy Ellard, band leader at
the Capitol, Des Moines for a long time, leaves
this week to take A1 Evan’s place at the Riviera
in Omaha. . . . Eddie Perry, formerly at the
Publix house in Houston, Texas, has been re-
placed by Jacques Beaucaire. . . . Ted Stanford
is the featured organist at the new Kenosha thea-
tre in Kenosha, Wis. ... “A Congress of Comics”
is this week’s stage show at the Oriental, Chi-
cago, featuring Mark Fisher and the Winners of
the comic contest. . . . “Good News,” coming’ to
Chicago soon will have Abe Lyman and Peggy
Bernier as two of their feature artists. . - . Bob
West, organist at Houston, Texas, leaves this
week. . . . Husk O’Hare, the Jumping Clown,
opened this week as leader of the bandshows at
the Capitol, Chicago. . . . While speaking of
leaders let us tell you that Art Smallfield, former-
ly of the Pantheon, Chicago, is now leading a
band at the State, also a Chicago L. & T. house.

. . . Grace R. Clark has renewed her contract at
the Crown theatre, Chicago, as featured organist.

. . . Bob Mayerson is the new band leader at
Marks Bros. Broadway-Strand theatre, Chicago.

. . . Well, now let’s give the organists a break,
Don Isham, featured at the Embassy theatre,
also of Chicago, is taking up aviation. . . . Har-
old Daniels does some clever playing at the Buck-
ingham theatre, Chicago. . . . George Givot
played three solid weeks at the Sheridan theatre,
Chicago, some record, eh ? . . . . Well, George is
soon to return to the Oriental with Paul Ash,
that’s good news all right. . . . While Mrs. Fisher
is away visiting her folks in the East Mark
Fisher is taking a few treatments at Postle’s Gym
Club of Chicago. . . . Did you know that Julia
Garity, the cafe entertainer, married Dan
Rotunno, also a singer? Yep, they’re happy to-
gether.

ORGAN SOLOS

Ray Turner (Rockford, 111., Coronado) reports
that hie solo for last week was “Grounds for
Divorce” in which he named “Under the Moon,”
“A Night iri June” and “Are You Happy?” as
the cause. It was a straight solo with no singing
and was well liked.

SIP SAXS

at>ou-fc

songs

Francis Kromar (Chicago Diversey) gave a pro-
gram which included “Waiting for the Rainbow,”
“After I Call You Sweetheart,” “Highways are
Happy Ways” and “At Dawning.”

Albert F. Brown (Chicago Granada) presents
an unusually good organ presentation this week
in the form of a prologue to the picture, “What
Price Glory.” He opens playing “Charmaine,”
aided by a violin, cello and flute. Then a man
dressed as a soldier appears behind the scrim cur-
tain singing “Charmaine.” A red cross nurse is
then seen singing “Old Pal,” and finally behind
the scrim is seen the nurse, the soldier and a
marine and sailor holding a U. S. flag. It is a
fine prologue for the picture which starts immedi-
ately.

Alexander Schreiner (Salt Lake City Capitol),
at the huge Wurtlitzer, offered a very select mus-
ical program at this new house, which is owned
by the Louis Marcus Enterprises, and under the
management of Geo. E. Carpenter. It is expected
that besides photoplay accompaniment solo work
may be done here soon.

Chauncy Haines (Chicago Norshore) offered a
novel stunt called “The Organ Speaks” in which
he showed to the audience what an organ can
really do. His first number was a church se-
lection of “Adeste Felles” intermingled with a
few scenes from the photoplay “Night of Love.”
'The next number was a violin solo on the organ
called “Caprice Veinnese,” by Fritz Kreisler.
For the popular part of his program, he offered
“Are You Happy?” which sounded almost like
a human voice. For his finish he played same
as a jazz band would and then in the form of a
symphony orchestra. The reception accorded him
for this solo proved not only the bigness of the
organ, but also the versatility of the player.

Eddie Hansen (Chicago Uptown) offered a
short solo this week of “Baby Feet Go Pitter
Patter” with a film trailer on screen showing
baby walking across the floor as a man sang off-
stage while Hanson repeated another chorus of
the song. It was a novel 6tunt that received
quite a hand.

Ted Campbell (Michigan City Tivoli) used for
his solo “Favorite Flowers,” which scored a big
hit as a community singing stunt. During the
showing of “The Drop Kick,” a feature, Camp-
bell also used a group of college songs with
slides.

Henri Keates (Chicago Oriental) presented
“Keates and His Treasure Chest” of songs, using
the Captain Kidd legend on the slides in pre-
senting past favorites such as “In the Shade of
the Old Apple Tree,” “Dreamland,” “Lonesome
Tonight,” “Cock-a-Doodle Do,” “After I’ve Called
You Sweetheart,” “High Ways Are Happy Ways,”
etc. The old songs apparently are not as good
for community singing as the new, for the audi-
ence did not respond as they generally do for
Keates.

Clark Fiers (Scranton West Side) used a 6olo
called “Fresh from Broadway,” which was used
in the form of a scrim solo, based around the
song “My Blue Heaven.” This was also done in
the form of community singing which introduced
the lyrics on the scrim curtain. Horace Gregory
sang the number. It was noticed that the scrim
organ solo relieved the monotony of the illustrated
slides, and proved quite popular at this house.

OJIuk pyi a eo/tu/ of1

Monthly SLIDE news

for and. about the ORGANIST

54 W- RANDOLPH 6T, CHICAGO

A SWEEPING HIT!

“My Blue Heaven (Leo Feist.)

BEST SELLERS

Week Ending November 12

“What Do We Do On A Dewy
Day,” (Irving Berlin.)

“Just Another Day Wasted Away”,
(Shapiro-Bernstein.)

“The Desert Song,” (T. D. Harms.)
’’Here Am I Broken Hearted,”
(De Sylva, Brown & Henderson.)

“Side By Side,” (Shapiro-Bern-
stein.)

“Just Once Again,” (Leo Feist.)

“ The Doll Dance,” (Sherman Clay.)

WHO KNOWS — (J, H. Reraick & Co.)— Predict
big things for this song and who knows but what
it might be one of the outstanding hits of the
season. Lyric by Mort Dixon, melody by Harry
Woods.

* * *

IN OLD MANILA— (Milton Weil Music Co.)—

By Bernie Grossman, Mickey Kippel and Arthur
Sizemore. Within a setting of tropical palms a
lover dreams of his sweetheart. This melody
wafts you temporarily to that spot on the
Pacific.

* * *

MY BABY IS DRIVING ME WILD— (Spier &
Coslow Inc.) — There seems to be an epidemic of
Baby songs at the present time, but this song
is as good as any of that type and therefore has
a good chance. Lyric and Melody by Sam
Coslow and Larry Spier

* * *

SONG IS ENDED— (But The Melody Lingers
On) — (Irving Berlin, Inc.) — A perfect waltz song.
Compares with his best and that’s saying a lot.

# * *

DREAM KISSES — (Ager, Yellen & Bornstein,
Inc.) — The lyric by Jack Yellen, tells the story
of a sweetheart who dreams of his loved one and
is happier dreaming than awake. The melody
is by M. K. Jerome, who years ago gave us Just
A Baby’s Prayer At Twilight.

« St It

WHAT’LL YOU DO?— (Leo Feist, Inc.)— A

cute little fox trot by the writers of You Don’t
Like It, Not Much, Chester Cohn and Ned Miller.
Already getting quite a play from the orchestras.

* * *

SUGAR — (Ager, Yellen & Bornstein, Inc.) — A

sweet song by those sweet writers who gave us,
Ain't She Sweet, Jack Yellen and Milton Ager.

it * *

DEAR, ON A NIGHT LIKE THIS— (Harms,
Inc.) — The title tells the story. With a bright
moon shinning it means love with a capitol L.
A beautiful song that should fit in with the rest
of the Harms catalogue. By Irving Caesar and
Con Conrad.

* * *

I’LL THINK OF YOU— (J. H. Remick & Co.)

— A pretty fox trot by Gus Kahn the writer of a
thousand hits, — Abe Lyman who is responsible for
Mary Lou and John Schonberger who wrote
Whispering.

* >Je if

I’M SO SORRY— (Tell Taylor)— Words and
music by Tell Taylor, who gave us one of the
world’s biggest hits, Down By The Old Mill
Stream.

* * *

MY BLUE RIDGE MOUNTAIN HOME— (Tri-
angle Music Pub. Co.) — A hilly-billy song by
Carson J. Robison, featured by Vernon Dalhart
who started Prisoner’s Song.

# * n

SOUTHERN SKIES— (Chappell-Harms, Inc.)—

Not a Dixie number, but a beautiful song of the
Mediterranean where people love and do not
worry. Music by Keith Me Leod, words by
Walter Preston.

# * *

ACROSS THE BRIDGE OF DREAMS— (Villa
Moret, Inc.) — A high class song by the house that
gave us Moonlight And Roses. Gus Kahn and
Joe Burke are the two standard writers.

* it *

P. S. — Yours Very Truly.

—A. RAYMOND GALLO.

SID BERMAN.

November 19, 1927

EXHIBITORS HERALD

51

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

MORE LIKE THIS

J THINK we can stand a few more pic-
tures like “Breakfast at Sunrise,” in fact
quite a few more. This isn’t quite the best
thing Constance Talmadge has done, nor
the best thing of its kind that has been done
by others, but it is the sort of picture that
people are beginning to prefer to practically
all other types — the light, unimportant,
merely entertaining skit that skirts the
edges of seriousness, comedy, farce, drama,
keeping always in the open and going, like
a halfback with the good sense of distances.

The basic idea of this thing isn’t new in
its entirety, but it is a bit more thorough in
its handling of the idea than anything the
screen has proffered. The girl whose sweet-
heart isn’t so true as he might be and the
fellow whose girl is similarly erratic really
marry each other this time, instead of mere-
ly pretending to be married as in various
other pictures, and for a long time there is
reasonable ground for doubt that their in-
name-only relationship will produce the per-
manent arrangement demanded by the con-
ventions. Of course it does progress to this
point, but it gets there entertainingly and
no attempt is made to bolster things up with
moralistic observations by comic captionists.

Miss Talmadge is pretty snappy in the
thing, as is the young man she marries and
the young woman he was in love with at
the start of the picture. Bryant Washburn
is the other gentleman, but lie doesn't get
much footage to work with.

The picture may be most readily de-
scribed, perhaps, by saying it’s in the Men-
jou manner with Miss Talmadge doing the
feminine equivalent of Mr. Menjou's part.
I am in favor of Miss Talmadge’s (or any-
one else’s) continuing in this line of en-
deavor. The smart motion picture is com-
ing in and now is the time to get on that
bandwagon.

FIGURES DO LIE

n

V/ NE who remembers her recent pictures
is likely to expect, on seeing Esther Ralston
billed in “Fi gures Don’t Lie,” something in
similar vein, a vein peculiarly to the liking
of ’most everyone when Miss Ralston is the

By T. O. SERVICE

lady billed. But figures do lie — or titles do
— for the picture isn’t like that at all. Miss
Ralston’s superb dimensions are visible for
only a brief stretch of the picture and, since
their exposure never in any case detracted
from the owner’s personality or ability to
charm, it looks like bad headwork on the
part of somebody.

This error of judgment notwithstanding —
if, indeed, it is an error — the picture is
pretty good. For one reason, and this one
is sufficient for any picture these eyes have
beheld in their dimming years, Mr. Ford
Sterling is present with all his pantomimic
equipment in full function. At this point
I will detour to plead again with Para-
mount to put this actor in a picture built to
his measure; he knows more about panto-
mime than all the other actors in Holly-
wood since Andre Beranger fell out of the
frame. (And he had an edge on Beranger.)

Mr. Sterling and Miss Ralston are office
people in the picture, Mr. Sterling, the em-
ployer, and Miss Ralston, the sparkling
steno. You need not be told much more
than that — if you know your players — to be
all prepared for smiles, chuckles and the
kindred appurtenances of a good picture.
Unfortunately, the story in itself is no bowl,
a relatively unimportant defect in this case.

If I may continue the above detour for a
moment, I should like to see Mr. Sterling,
Mr. Beranger, Edna Oliver, Louise Fazenda
and, say, George Fawcett for balance, cast
in a picture without subtitles. It should be
a comedy, naturally, and it should be a
swift, rushing, but never slapstick, scenario.
The trouble with most attempts at caption-
less pictures has been that people attempt-
ing them attach such great moment to the
experiment that they overload the dra-
matic pan of the scale and the result is
plain rot, not because it lacks captions but
because it lacks merit.

Now if this is all clear, and if the cast
above named can be assembled under one
banner, let’s get this all untangled and
give the country a picture to scream about.

DOUBLE COMEDIANS

T

JL HE idea that two comedians are funnier
than one is about ready for the storehouse.
Or, more clearly, the plan to continue in
tandem two male players whose happen-
stance juxtaposition in a certain successful
picture has suggested more of the same is
about worked out. Never sound, the theory
has cracked in many places since its adop-
tion some two years ago.

While it is not in any sense true that
two comedians are funnier than one, it seems
peculiarly inevitable that two comedians
who fail to be funny present a much sorrier
spectacle than one. There seems no good
logical basis for this fact, but one need only
look at the tandem comedies now in circula-
tion to appreciate the sad truth of it. And
who asks for logic when plain facts tell their
story?

Beyond the. exhibition aspect of the mat-
ter, wherein an exhibitor loses his shirt try-
ing to make people believe two half-funny
comedians are twice as funny as one good
one, there is the fact that this tandem busi-
ness keeps the available comedians working
at half-capacity volume and that, by reason
of the arrangement, it kills off two come-
dians where the killing of one would suf-
fice.

The theme could be developed indefinite-
ly, but tbe thing needed is merely abatement
of tbe practice.

SPOOKS

H AVING stated my conviction that “The
Bat” wasn’t much, and having lived to see it
clean up not merely financially but in every
other wise as well, I can be most informa-
tive regarding “The Cat and the Canary” by
saying that I didn’t think it as good a job as
“The Bat.” Perhaps the spookiest thing
about these spook pictures is the public re-
action to them. Since it is also the only
important thing about them, we will proceed
to the next topic.

“THE COLLEGE W IDOW”

T

_L HIS time it’s a forward pass that wins
the game in the last second of play. Buster
Collier makes it. There’s one gag in the
picture that’s funnier than that.

52

EXHIBITORS HERALD

November 19, 1927

THE THEATRE

(^ASDepartmen t of Practical Showmanship

STORE TIEUPS PROVE PROFITABLE
TO STATE THEATRE, MINNEAPOLIS

MANY “Main Street” merchants formerly held the opinion that the motion picture theatre was an outlaw or-
ganization that took the dimes and quarters that otherwise might have been spent in their stores.

Stabilization of the exhibitors’ industry, the building of beautiful showhouses and the higher quality of
entertainments has done much to dissipate the idea that the picture house should be shunned by the rest of “Main
Street,” but clever tieups between the theatres and the business houses have done more to cement friendly relations
than almost anything else.

The State theatre of Minneapolis, owned
and operated by Finkelstein and Ruben,
today has the downtown business institu-
tions “coming its way” through some elab-
orate hookups it has effected in the last
few years, which not only have brought ad-
ditional business to the merchants but have
set new box office records for the theatre.

Two of the most successful presenta-
tions to which business houses have been
given an entree and which have become
semi-annual features of the theatre are the
“Kiddie Revue” and “Dayton’s Style Re-
vue.”

In the latter production The Dayton
Company, which owns one of the largest
department stores in the Northwest, has
joined with the theatre in showing each
spring and fall the latest offerings in
women’s and children’s wear. Naturally
the latest styles are of keen interest to
women and the men have shown that they
were not adverse to seeing a group of at-
tractive models display the most charming
style offerings of the season.

For several of the revues professional
models, selected for their beauty, attrac-
tiveness of figure and grace, displayed the
gowns, frocks and coats, but in the last
three revues a group of University of
Minnesota coeds, most of them social lead-
ers on the campus and members of the
leading sororities, acted as manikins. This
not only attracted the interest of the sev-
eral thousands in the student body of the
university to the theatre, but to the store
as well, which naturally was after the uni-
versity trade.

Elaborate Stage Sets Used

The presentation always has been attrac-
tively staged, elaborate sets being built for
the occasion. As a rule, the models have
made their appearance on a raised back-
ground, coming down a flight of stairs to
the stage itself. This gave every patron,
no matter what seat he might occupy in the
theatre, an opportunity to see the model
and the garment clearly, but on the part
of the directors necessitated some long
hours of practice in training the models
to descend the stairs gracefully.

Four models usually were kept on the
stage at a time, one appearing at the top
of the staircase while others were in posi-
tions at the right, center and left of the
stage. This passing show kept the per-
formance moving rapidly and maintained
the idea of numbers. Usually 30 to 40
models have been employed.

Professional entertainers, dancers, sing-

ers and specialty acts have been used to
break the monotony that could have re-
sulted from just a parade of costumes and
gave the entire presentation the revue
flavor.

The sequence of the show usually has
been a display of sport attire, a profes-
sional act, showing of afternoon dress, a
dance or singing act, display of coats, an-
other professional turn, a showing of eve-
ning gowns and then a grand ensemble
with all of the manikins and professionals
on the stage. The manikins have not been
limited alone to young women. Generally
two or three of the 30 have been attractive,
middle aged women, who could display the
slender and “stylishly stout” garments of
more mature years.

Both the theatre and the store advertise
the revue extensively in the daily papers.
The “Dayton Style Revue” has been a big
box office attraction with both the theatre
and store profiting.

In its “Kiddie” Revues the State has
been able to effect some of its most suc-
cessful advertising hookups. The person-
nel of the revue is made up entirely of lo-
cal children — dancers, singers and specialty
performers. The first group, several years
ago, was recruited from the dancing schools
and music studios, but now there are very
few mothers of clever children in Minneap-
olis or St. Paul who have not tried to book
their offsprings in the revues.

Children Are Specially Drilled

The youngsters are drilled to put on a
professional entertainment and several of
them have graduated into the professional
ranks. The semblance of a plot usually is
employed to present the youngsters, the
last one being “The Pied Piper of Hame-
lin” story, in which the youngsters stopped
in the march with the piper to give their
individual acts and then follow him into
the hole in the mountainside.

For the last two years the Finkelstein
and Ruben publicity and advertising de-
partment has worked with the Minneapolis
Journal as well as the merchants in ad-
vertising the show, and as a result full page
and two-page advertisements have been
carried.

Merchants Eager to Cooperate

Merchants have been quick to sense the
popularity of the show and have been eager
to link themselves up with it. One of the
large bakeries took the largest part of the
advertising double-spread on the last show
and distributed its product to the children

who came to see the entertainment. An-
other invited the cast of the revue to his
store and had their pictures taken with
their arms laden with bundles, which was
used in his part of the ad. The revue has
given stores or other business institutions
which carry children’s articles an oppor-
tunity for a direct tieup.

The fact that the merchants were getting
profits from the hookups was evidenced
when little solicitation was needed to ob-
tain the ads. The newspaper, too, has been
eager to join in the hookup because it has
given the paper a plausible excuse to work
up a big display with no high pressure
salesmanship required to put it over, and
with no possibility of a bad after taste.

Another time the State theatre put over
a successful fur revue, showing the latest
thing in fur coats and other fur apparel
both for men and women. The set was
bulit to resemble the interior of a log
chalet. The morning scene displayed the
ordinary street and sport coats, while in
the evening scene, capes and opera coats
were displayed.

The theatre has been very careful in its
revues to give its patrons a good enter-
tainment as well as to show the garments
in such a way that the store would get its
full share of advertising. Other stores and
organizations have sought to link up with
the theatre for revues, but it has felt that
too many of them would destroy the fea-
ture value and so the theatre continues to
play only the winners.

Many small town theatres are just as suc-
cessful in staging store tieups such as this
as are the theatres in large cities. The
small town exhibitor can use high school
girls for models, and high school students
can get up special acts and stunts to be
used with the style revues. Where this has
been done, it has proved a big box office
success.

Piggly Wiggly Tieup

The Liberty theatre, first run downtown
house of Kansas City, had a successful
tieup with the opening of a Piggly Wiggly
store recently. With each $1 purchase at
the store a coupon book, entitling the cus-
tomer to a reduction of about 20 per cent
at a performance at the Liberty, was given
away.

November 19, 1927

EXHIBITORS HERALD

53

These three clever heralds were published by O. J. Lustig of the Palestine
theatre, 11 Clinton street, New York City, during the showing of Paramount’s
picture, “Underworld," starring George Bancroft. Each herald plays up in
typical newspaper style the successive exciting incidents in the picture. Who
could keep from seeing the picture after reading all three of the heralds!

Have You Planned
Something Unusual
for Thanksgiving?

When people eat huge Thanksgiving
dinners, it takes more than the average
run of pictures to bring some of them out
to your theatre. Your matinee will probably
suffer more than the evening performances.
What are you going to do to entice the
holiday crowds into your theatre?

One good way is to give a special organ
concert of appropriate music before the
regular opening time of your house. The
concert can last from fifteen minutes to one
hour. If advertised properly in advance,
this should bring many of the people who
usually spend Thanksgiving in their homes.

A good way to build goodwill for your
theatre is to hold a special performance
for poor people. Theatres that do this each
year have found that it pays them over and
over again in increased goodwill. The
best way to stage the free show, is to co-
operate with some charitable organization.
Have special tickets printed, and let the
organization distribute the tickets. If there
is more than one organization in your town,
get them all to cooperate with you.

If possible tie up with the merchants and
get them to offer food and clothing. Give
these away at the theatre during the per-
formance. A good stunt is to get some
candy merchant or similar merchant to give
small presents to everyone present. If you
do not care to hold a free show, a matinee
for children can be given and the same
tieup with a merchant to give small pres-
ents at the performance can be worked
just as effectively.

And don’t forget to decorate your lobby
for the holiday. The decorations will cost
you practically nothing, and will mean ex-
tra dollars to the box office. An attractive
display can be made with a few pumpkins,
a good supply of fall leaves and a shock of
corn stalks or hay.

If you are a small town exhibitor, you
can turn your theatre over to churches
Thanksgiving morning for the interdenomi-
national Thanksgiving service that is usu-
ally held in small towns. This will not
have any great influence on the day’s re-
ceipts, but it is another good way to build
more goodwill for your theatre.

These are just a few suggestions that
may help you to cook up something good
for Thanksgiving.

Theatre Makes Tieup

with Phonograph Shop

A special half hour program of phono-
graph music is given before the evening
performance each Thursday at the Grand
theatre, Northfield, Minn., of new records
that have not been released to the public.
The tieup was made with a local music
shop by Guy Diller, who operates the the-
atre. The music shop pays for all adver-
tising connected with the tieup. The
programs are proving popular with the
theatre’s patrons and the music shop is
enjoying an increased sale of records.

Exhibitors Herald Is

Perfect Paper Says

Hungarian Exhibitor

There’s no use “tooting your own horn”
when some one else will toot it for you.
Here is such a good toot for us, we are
passing it along to you. It comes from .
an exhibitor in far off Hungary in the city
of Budapest.

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

We are subscribers and loyal
readers of your perfect paper — as
all of the other film theatres of
the world. Indeed your paper is
the connecting link between us
and the big film-world which is
America.

We think that we are doing you
some service when sending you
three photos from which you can
see that in the little country of
the far Europe, in Hungary, we
are managing an American film
with inner love and care.

Yours very faithfully,

PAKTOR BELA,

Director of the Ufa Film Thea-
tre, Hungary, Budapest.

Thanks for your letter Mr. Bela, and also
the photographs, one of which is repro-
duced on this page. The photograph is of
Mr. Bela’s theatre, and shows how promi-
nently the name of an American star is
played up in electric lights. Few signs on
American theatres can beat this one. The
picture was “Flesh and the Devil,”

Greta Garbo would get a thrill out of seeing this sign all lit up. It was used
by the UFA Film theatre in Budapest, Hungary, when it ran the M-G-M pic-
ture, “Flesh and the Devil.”

54

EXHIBITORS HERALD

November 19, 1927

NEW PICTURES

In “New Pictures’’ the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions’’ and “Press Sheets” will be published each
week as an exhibitor service.

A Correction

BACK TO GOD’S COUNTRY, a Universal special, its NOT a reissue
as printed in this department last week. It is a new Jewel, with
Renee Adoree, Robert Frazer, Walter Long, Mitchel Lewis and
others in the cast.

THE ANGEL OF BROADWAY: Pathe drama, with Leatrice Joy, Victor
Varconi, May Robson, Alice Lake, Elsie Bartlett, Ivan Lebedeff, Jane
Keckley, and Clarence Burton. Directed by Lois Weber. Released Septem-
ber 26. Length 6,555.

TYPE AND THEME: The celebrated gamut of New York's follies and
regrets are run herein by Miss Joy, who portrays a night club entertainer .
In her skit she burlesques the Salvation Army and while at the S. A.
gathering “ atmosphere " she meets Jerry, a worker, who falls in love with
her. Though they seem unfit for each other , the death of her friend
reveals her true nature to both Jerry and herself.

THE ARIZONA WILDCAT: Fox Western, with Tom Mix, Dorothy Sebas-
tian, Ben Bard, Gordon Elliot, Monte Collins, Jr., Cissy Fitzgerald, and
Doris Dawson. Directed by R. William Neill. Released November 20.
Length 4,669.

TYPE AND THEME: It's a Tom Mix picture. But the usual pro-
ceedings are varied by making Tom a polo player, with Tony as his prize
horse. Thrills are furnished in part by a rescue over a river gorge, a
stirring polo match, and the breaking in of an outlaw horse.

AMERICAN BEAUTY: First National comedy-drama, with Billie Dove.
Lloyd Hughes. Walter McGrail, Margaret Livingston, Lucien Prival, A1
St. John, Edythe Chapman, Alice White, and Yola d’Avril. Directed by
Richard Wallace. Released October 23. Length 6,333.

TYPE AND THEME: Light love comedy, telling story of a beautiful
girl working in a hotel, who yearns for pretty clothes, wealthy husband,
etc. She goes to a party in a misappropriated gown, gets her chance
to marry a rich man, but turns him down for her poor lover.

BROADWAY MADNESS: Excellent Pictures drama, with Marguerite
de la Motte, Donald Keith, Betty Hilburn, Margaret Cloud, George Cowl,
Louis Payne, Robert Dudley, and Orral Humphreys. Directed by Burton
King. Released Length 6,945.

TYPE AND THEME: Another “ Broadway " film. Maida is a night
club performer, called “Queen of the Gold-Diggers." She goes to a small
town impersonating another girl to get the latter's inheritance. There she
learns what “ goodness " is, gives up Broadway and affirms her love for a
small-town suitor.

DRESS PARADE: Pathe drama of West Point, with William Boyd, Bessie
Love, Hugh Allan, Walter Tennyson, Maurice Ryan, Louis Natheaux, and
Clarence Geldert. Directed by Donald Crisp. Released November 11.
Length 6,599.

TYPE AND THEME: Young, arrogant athlete enters U. S. Military
Academy and with the help of the cadets and love he wins a finer nature
and a girl. Most of the shots ivere made at West Point. Picture has
government's endorsement.

THE FAIR CO-ED: Metro-Goldwyn-Mayer comedy-drama, with Marion
Davies, John Mack Brown, Jane Winton, Thelma Hill, Lillianne Leighton,
and Gene Stone. Directed by Sam Wood. Released Length 6,408.

TYPE AND THEME: This one's collegiate , xvith all the best shots
being of Miss Davies. As the fair co-ed, she loves the basketball coach,
who seems to like another girl, too. So she throw's a game, is ostracized,
but later wins the big game — so everything turns out all right.

THE GIRL IN THE PULLMAN : Pathe comedy-drama, with Marie Prevost,
Harrison Ford, Franklin Pangborn, Kathryn McGuire, Ethel Wales, and

Harry Myers. Directed by Earl C. Kenton. Released ...

Length 5,867.

TYPE AND THEME: Farcial action in the narrow confines of a
Pullman feature this one, which is concerned with a young wife who,
realizing she doesn't want a divorce after all, takes despei’ate steps to
recapture the husband who has hastily (a/nd illegally) married another.

THE GARDEN OF ALLAH: Metro-Goldwyn-Mayer drama of Rex Ingram
manufacture, with Alice Terry, Ivan Petrovich, Marcel Vibert, H. Hum-

berston Wright, Mme. Paquerette, Armand Duterre, and others. Directed
by Rex Ingram. Released November 5. Length

TYPE AND THEME: Mr. Ingram's pretentious drama of the desert,
portraying essentially the love between a woman and a monk. He
abjures his voivs and marries her, but she induces him to return. Arabs,
caravans, etc., and climatically, a great sand storm.

THE GIRL FROM GAY PAREE: Tiffany farce-comedy, with Lowell Sher-
man, Barbara Bedford, Malcolm McGregor, Betty Blythe, Walter Hiers,
Margaret Livingston, Templar Saxe, and Leo White. Directed by Phil
Stone. Released October 1. Length 5,233.

TYPE AND THEME: Mary appears as the great Mile. Fanchon at a
cabaret, but isj exposed by Robert Ryan. She is subsequently accused of
Ryan's murder, but a reporter clears her and they vow their love.

THE HARVESTER: FBO drama, with Orville Caldwell, Natalie Kingston,
Will R. Walling, Jay Hunt, Lola Todd, Edward Hearn, and Fanny
Midgley. Directed by Leo Meehan. Released November 23. Length 7,045.

TYPE AND THEME: Dramatization of the celebrated Stratton-Portei *
novel, directed by her son-in-law and partly made at the original locale,
Limberlost Cottage, in Indiana. A tender love story, charged with a
variety of gentle sentiments , in which the separated lover and sweetheart
are reunited by a “miracle of love."

LADIES MUST DRESS: Fox comedy-drama, with Virginia Valli, Lawrence
Gray, Hallam Cooley, Nancy Carroll, Earle Foxe, Wilson Hummell, and
William Tooker. Directed by Victor Heerman. Released November 20.
Length

TYPE AND THEME: Fundamentally, of course. Eve is eternal. But
the girl named Eve in this revamp of an old theme is so fashioned in
her dress she nearly loses her lover. She learns to dress, however, and
the lover nearly loses her to her employer's son. But everything turns out
all right.

THE MAIN EVENT: Pathe drama, with Vera Reynolds, Charles Delaney,
Julia Faye, Robert Armstrong, Will R. Walling, and Ernie Adams.
Directed by William K. Howard. Released November 18. Length 6,472.

TYPE AND THEME: Night life and pugilism — and 'tis said this film
contains the greatest of ring battles. Many real life pugilists appear, while
many novelties in sets lighting, and camera ivork have been worked out.
In the fight the best man wins the girl.

PAINTED PONIES: Universal Western, with Hoot Gibson, William Dunn,
Charles Sellon, Otto Hoffman, Ethlyne Claire, Slim Summerville. Directed
by Reaves Eason. Released September 25. Length 5,416.

TYPE AND THEME: Another “snorter" zvith the tireless Hoot!
Listen: Bucky Simms (Mr. Gibson) enters Toptoum's annual rodeo, meets
a girl named Pony, and gains an enemy in Pinto. Pinto kills the girl's
father and gets Bucky accused. But Bucky is released, captures the rodeo
prize, then rescues Pony from Pinto, and turning the latter over to the
sheriff, keeps the former for himself.

THE ROSE OF KILDARE: Gotham romantic drama, with Helen Chadwick,
Pat O’Malley, Henry B. Walthall, Lee Moran, Edward Brady, Ena Gregory,
and Carroll Nye. Directed by Dallas Fitzgerald. Released August 15.
Length 6,700.

TYPE AND THEME : This one is romantic and picturesque and travels
from Ireland to Africa and America. To Africa goes Barry to seek his
fortune leaving his sweetheart. She ivaits, then finding him married, weds
a gambler who dies, leaving her wealthy. She meets Jerry when he
comes to forbid the marriage of his son and her daughter.

ROSE OF THE GOLDEN WEST: First National romantic drama, with
Mary Astor, Gilbert Roland, Gustav von Seyffertitz, Montagu Love, Flora
Finch, Harvey Clark, Roel Murial, Andre Cheron, Romaine Fielding.
Directed by George Fitzmaurice. Released September 25. Length 6,447.

TYPE AND THEME: A romance of Spanish California, replete with
local color, intrigue, melodrama, and love interest. American forces arrive
in time to save the heroine's lover from death at the hands of the
Californians.

THE SATIN WOMAN: Gotham drama, with Mrs. Wallace Reid, Rockliffe
Fellowes, Alice White, John Miljan, Laska Winters, Charles Buddy Post,
Ruth Stonehouse, Gladys Rockwell, and Ethel Wales. Directed by Walter
Lang. Released August 1. Length 7,000.

TYPE AND THEME: Modern society drama based on a woman's
passion for clothes, and her neglect of home and husband. Contains an
elaborate fashion shoto, lavish settings, mother love, a little shooting, and
ultimate happiness for everybody.

SILK STOCKINGS: Universal comedy-drama, with Laura La Plante,
Johnny Harron, Otis Harlan, William Austin, Marcella Daly, Heinie
Conklin, Burr McIntosh, Tempe Pigot, and Ruth Cherrington. Directed
by Wesley Ruggles. Released October 2. Length 6,166.

TYPE AND THEME: A pair of silk stockings, found by Molly in her
husband's pocket, leads her to divorce him, though they love each other.
But the decree will not be effective for a year, and meanwhile Molly must
stay aivay from Sam, which, of course, she doesyi't do.

THE WISE WIFE: Pathe comedy-drama, with Phyllis Haver, Tom Moore,
Fred Walton, Jacqueline Logan, Joseph Striker, and Robert Bolder.
Directed by E. Mason Hopper. Released Length 5,610.

TYPE AND THEME: Sidelights on what may happen in the modern
home. For instance, Helen and John have been complacently married fm’
ten years. Then John kisses Jenny Lou, whereupon Helen, in retaliation,
turns flapper, vamps Jenny's fiance away from her, and ultimately teaches
John that he’s been overlooking a good thing right at home.

November 19, 1927

EXHIBITORS HERALD

55

AVAILABLE ATTRACTION S

Fc — m 1

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

My — Mystery

Where the picture is a comedy-drama, comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

New

Title Players Length Released Pictures

New

Title Players Length Released Pictures

Louisiana (D) Billie Dove - * Dec 18

Man Crazy (CD) Mackaill-Mulhalt -.5542 Nov. 7

Noose, The (D) Barthelmess Jan. 29

No Place to Go (CD) Hughes-Astor 6431 Nov. 13 Nov. 12

Red Raiders, The (W)....Ken Maynard 6280 Sept. 4

Rose of the Golden

West (D) Mary Astor 6477 Sept. 25 Nov. 19

Sailors’ Wives (CD) Hughes-Astor Jan. 22

Shepherd of the

Hills (D) Francis-O’Day Dec. 25

Smile, Brother,

Smile (CD) Mulhall-Maekaill 6669 Sept. 18

Texas Steer, A (CD) Will Rogere Jan. 1

Valley of the Milton Sills Dec. 11

Giants (D)

Columbia

Alias the Lone

Wolf (D) Lytell-Wilson 6843

Blood Ship, The (M) Bosworth-Logan —6843 Aug.

Sally in Our Ally (M) Mason-Alien .5892

Warning, The

Broadway Madness (D)..De la Motte-Keith 6,945 Nov. 19

FB O

Aflame in the Sky (M)— Luden-Lynn

Bandit's Son, The (W)...Bob Steele

Breed of Courage (D)— Ranger

Boy Rider, The (W) Buzz Barton

Clancy’s Kosher

Wedding (CD) George Sidney

Coney Island (D) .Lois Wilson

Coward, The (D) Warner Baxter

Dead Man’s Curve (D) ...Fairbanks, Jr

Desert Pirate (W) Tom Tyler

Driftin’ Sands (W) Bob Steele

Flying U Ranch,

The (W) Tom Tyler

Gambler’s Game,

The (W) Tom Tyler

Gingham Girl, The (C)....Lois Wilson. —

Great Mail Robbery,

The (M) Von Eltz-Neleon

Harvester, The (D) Orville Caldwell

Hook and Ladder

No. 9 (D) Ed Hearne

In a Moment of

Temptation (M) Kit Guard

Jake the Plumber (C) . Jesse De Vorska

Judgment of the

Hills (D) Darro-Valli

Legionnaires in

Paris (C) Cooke-Guard

Mojave Kid, The (W) Bob Steele

Not for Publication (M). Ralph Ince

Ranger of the

North (D) Ranger

Shanghaied (M) Ralph Ince

Slingshot Kid, The (M)....Buzz Barton

South Sea Love (D) Patsy Ruth Miller.

Swith Shadow, The (D).. Ranger

Wizard of the

Saddle (W) Buzz Barton

Dec. 18

4789 Nov. 20

4970 Aug. 7

4815 Oct. 23

5701 Sept. 17

Jan. 3

5093 Aug. 21

5511 Jan. 15

Dec. 25

Jan. 1

Sept. 4

Oct. 30

6257 Oct. 2

6507 Aug. 15

7045 Nov. 23 Nov. 19

5240 Nov. 13

Sept. 18

5186 Oct. 16

6481 Nov. 6 Nov. 12

Dec. 27

4924 Sept. 25

6140 Aug. 31

4977 Oct. 9

.6004 Oct. 19

.4886 Dec. 4

6388 Dec. 10 Nov. 12

Dec. 11

Jan. 22

First Division

Death Valley (W)

59 on

. Oct. 1

Finnegan’s Ball (C)

..Mack Swain.

6750....

....Sept. 15

6700....

Return of Boston

Blackie (D)

..Glenn-Palmer

5700....

....Aug. 1

Say It With Diamonds

Betty Compeon

5900....

....Aug. 15

First National

American Beauty (D) Billie Dove 6333 Oct. 23 Nov. 19

Breakfast at

Sunrise (CD) Constance Talmadge -.6042 Oct. 9 Nov. 12

Camille (D) Norma Talmadge 9692 Sept. 4

Chaser, The (C) Harry Langdon.

Crystal Cup, The (D) Mackaill-Mulhall 6388 Nov. 6 Nov. 12

Drop Kick, The (D) .Barthelmess 6802 Sept. 11

French Dressing (D) Lois Wilson..— Jan. 15

Gorilla, The (My) Murray-Kelsey 7133 Nov. 20

Gun Gospel (W) Ken Maynard -.6288 Nov. 6

Helen of Troy (CD) Corda-Stone Nov. 20

Home Made (C) Johnny Hines 6524 Dec. 18

Life of Riley (C) Murray-Sidney 6720 Oct. 2

Fox

Arizona Wildcat,

The (W) Tom Mix

Blackjack (W) Buck Jones

Blood Will Tell (W) Buck Jones

*Cameo Kirby (D) John Gilbert

Chain Lightning (W) Buck Jones

East Side, West

Side (D) O’Brien-Valli

'Honor First (D) John Gilbert

Joy Girl, The (CD) Olive Borden

Ladies Must Dress (CD). Virginia Valli

Loves of Carmen (D) MeLaglen-Del Rio.

Paid to Love (D) O’Brien-Valli

Pajamas Borden-Gray

Pig Skin Sue Carroll.

Seventh Heaven (M) Farrell-Gaynor

"Shame (M) John Gilbert

Singed (D) Baxter-Sweet

" St. Elmo (M) John Gilbert

Tumbling River (W) Tom Mix-Dwan ...

Turxton King

Two Girls Wanted (CD). .Janet Gaynor....

Very Confidential (CD)..Madge Bellamy

What Price Glory (CD)..McLaglen-Lowe
Woman Wise Collyer-Pidgeon.

.4665 Nov. 20 Nov. 19

Sept. 25

.4556 Nov. 13 Nov. 12

Aug. 28

.5333 Aug. 14

.8154 Sept. 18

Sept. 18

.6162 Sept. 25

Nov. 20 Nov. 19

.8538 Sept. 4

.6898 Aug. 4

.5876 Oct. 23

.10726 Oct. 30

JSfov. 27

.5892 Aug. 21

Oct. 9

.4675 Aug. 21

4299 Oct. 30

.6293 Sept. 11

.5620 Nov. 6 Nov. 12

..11109 Aug. 28

Lumas

Bare Knees (D) Mae Busch

Blondes by Choice (C)....Claire Windsor

Cheer Leader, The (CD)..Graves-01msted

Fruit of Divorce,

The (D) Percy Marmont

Girl from Rio, The <D>.. Carmel Myers

Rose of Kildare,

The (D) Helene Chadwick ...

Satin Woman, The (D) ... Mrs. Wallace Reid.
United States Smith (D)..A11 Star Caet

.6000 Feb. 1

.6987 Oct. 1

.5800 Nov. 15

.6200 Dec. 1

.5950 Sept. 1

.6700 Aug. 15 Nov. 19

.6750 Aug. 1 Nov. 19

.7000 Jan. 1

Metro-Goldwyn-Mayer

Adam and Evil (CD) Cody-Pringle 6667 Aug. 27

Adventurer, The (W) Tim McCoy 4709 Dec. 10

After Midnight (D) Shearer-Gray 6312 Aug. 20

Annie Laurie (D) Lillian Gish 8730 Sept. 17

Becky (CD) Sally O’Neil 6439 Nov. 12

Ben Hur (M) Ramon Novarro 12000 Oct. 8 Nov. 12

Big City (D) Lon Chaney.

Big Parade, The (M) .Gilbert-Adoree 12550 Sept. 10

Body and Soul (D) Kerry-L. Barrymore 5902 Oct. 15

Bridal Night, The (D)..„Norma Shearer Dec. 31

Bugle Call, The (D) Jackie Coogan 5821 Aug. 6

Buttons (CD) Jackie Coogan Dec. 24

Certain Young Man

A (D) Novarro-Adoree Sept. 24

Cossack, The (D) John Gilbert.

Divine Woman, The (D). Garbo-Hanson Jan 14

Fair Co-ed, The (CD) Marion Davies 6408 Nov. 19

Foreign Devils (W) Tim McCoy Sept. 3

Garden of Allah,

The (D) Terry-Petrovitch —S156 Nov. 5 Nov. 19

In Old Kentucky (D) J. Murray-H. Co6tello 6646 Oct. 23

London After Dark (D)..Lon Chaney Dec. 3

Lovelorn, The Sally O’Neil Dec. 17

Man, Woman and

Sin (D) John Gilbert Nov. 19

Patsy, The (CD) Marion Davies.

Quality Street (D) Marion Davies 7193 Jan. 28

Rose Marie J. Murray-Crawford.

Spring Fever (C) William Haines 6705 Oct. 22 Nov. 12

Tea for Three (C) Cody-Pringle 6273 Dec. 10

Terror (M) Lon Chaney Aug. 13

Texas Ranger, The (W)-.McCoy-Crawford.

Thirteenth Hour,

The (D) Lionel Barrymore 5252 Nov. 26

West Point (CD) Haines-Crawford Jan. 21

56

EXHIBITORS HERALD

November 19, 1927

Title

Players

Length

Released

New

Pictures

Title

Players

New

Length Released Pictures

Paramount

Sterling

Barbed Wire (D) Negri-Brook 6951 Sept. 10

Beau Geste (M) Colraan-N. Beery 9879 Aug. 1

Beau Sabreur (M) Cooper-Brent Jan. 7

Big Sneeze, The (C) Beery-Sterling Oct. 8

Chang (D) (Jungle Life) 6536 Sept. 3

City Gone Wild

„ The (M) Meighan-Millner .5408 Nov. 12

* Covered Wagon,

The (M) Kerrigan-Wilson 7447 Aug. 6

fireman Save My

Child (C) Beery-Hatton 5399 Aug. 1

Gay Defender, The <CD)..Richard Dix Dec. 10

Gentleman of Paris,

,,,A (CD) . — Menjou-O'Hara 5927 Oct. 15

Glory Girl, The (CD) Esther Ralston Jan. 21

Honeymoon Hate (CD)....Florence Vidor .Dec. 3

Honky Tonky (M) George Bancroft .Dec. 24

Hula (CD) — Bow-Brook 5862 Aug. 27

Jesse James (D) Fred Thomson 8656 Oct. 22

Last Waltz, The (D) Special Cast 6940 Nov. 26

Legion of

Condemned, The Wray-Cooper.

Mme. Pompadour (D) Moreno-D. Gish 7180 Aug. 13

Metropolis (D) Special Cast 8039 Aug. 13

Nevada (W) Cooper-Todd 6258 Sept. 10

Now We re in

Dutch (C)

One Woman to

(D!wV Vidor-Shotwell 4022 Sept. 24

Open Range (W) Lane Chandler Nov. 5

SedJEaiIX.CD) Bow-Rogers Jan. 14

Road to Glory, The <D)..Jannings-Brent.

Rough Riders, The (D) — Astor-Farrell 8443 Oct 1

Sa"ntanFe Scout,^ -Fie,<k-Bdan " 886SZ=A^. M

c 9T Fred Thomson Jan. 21

Secret Hour, The (D) Negri-Hersholt Dec. 17

Serenade (D) . Menjou-Wray Dec. 31

service for Ladies (C).... Menjou-Carver 6170 Aug 6

Dix-Brian ,5515..._.'..OcL 15

Shootm Irons (W) Luden-Bronson 5179 Oct. 8

- MacLean-Carol 6838 Aug. 27

§*re?t r°f Sln/rv<‘D^ Jannings-Wray '.Dec. 10

Swim, Girl, Swim (CM)..Daniels-Hall 6124 Sept. 17

Two ^FlambigeCney <C) ■— Conklin-Bancroft 6006 Sept. 24

r Youths (C) Fields-Conklin Dec 17

Underworjdi Flesh, ~~ Bancroft-Brent 7453 Oct.' 29

WeVe AH* Jannings-Bennett 8486 Oct. 1

Gamblers (D) . — Meighan-Millner 5935 Sept. 3

Woman on Trial (D) Pola Negri 596O Oct. 29

..Beery-Hatton Jan. 14

..Nov. 12

Patlie

7400... Aug. 22

6599 Nov. 11..

7972 Aug. 29

..6568..

.3303

..5867 Nov. 19

..Nov. 12

Almost Human (CD) Reynolds _ Oct 18

Angel of Broadway,

biS'dSk— Z "lSSS/S - 65S5-

1326 A”s' 28

Country Doctor, The (D).. Sehildkraut
Dress Parade (D) Boyd-Love

S'"/ Eas e, The ( M) .. LaRocque-Haver

rorbidden Woman,

Tetta Goudal 6568 Nov. 7

Girl From Every-

where. The (C) Mack Swain

Girl in the Pullman,

The (C). Prevost-Ford

2fHrP ln Hock A (D).... Rudolph Sehildkraut 5990..

Hidden Aces (M) Hutchison-Calhoun 4620..

tnterferin Gent,

Leopard Lady The (M).. Logan-Hale Jan. 2

MyTrEnTfro^16 <D> Rtynolds-Delaney 6472 Nov. 18

India (F) ------- PangbornFair Nov. 27

p!J Reno (D) Prevost-Landis Dec 10

p£L Roosevelt-Rayford 5000 Aug. 14

Pieces of China (Travel in China) 6000 Aug. 7

Rush Hour, The (C) Prevost-Ford Dec 31

Stand and Deliver Rod La Rocque.

W„it'-Sh <c) Sehildkraut- Faye 5397 Nov. 11

Walking Back (M) Reynolds ........... ja]! 93

White Pebb1es (WD).-...Wa||y Wales ~U86 Aug 7

Wreck^f^’th?6 <C) HaVer‘T- M°°re 561« —

Hesperus, The (M) Hale-DeGrasse Oct. 10

Sept. 26 Nov. 19

..Nov. 19

..Nov. 12

..Aug. 7
-Aug. 21

..Nov. 19

-Nov. 19

Rayart

Casey Jones (CD) Price-Lewis

Heroes in Blue (M) Bowers-Rand

Law and the Man,

The (D) Dorothy Phillips

On the Stroke of

Twelve (M) D. Torrence

Wanderer of the

West, A (W) Tex Maynard

Wild Born (W) Tex Maynard

Dec.

.Nov.

Dec.

.Nov.

.Nov.

Dec.

Marry the Girl (CD) Jan. 30

Outcast Souls (D) Ralph Lewis 5400 Dec. 15 Nov. 12

Pretty Clothes (D) J. Ralston-Walker 5500 Nov. 15

Tiffany

Bridal of Pennacook,

The — (Indian picture in colors)

Comrades (D) Fishing Village Romance

Girl from Gay Paree,

The (F) Lowell Sherman

Haunted Ship,

The (M)

King of Sports (D)

Lightning (W) J. Ralston-R. Fraser

Me and My Pal

Memories (D)

Night Life (CD)

North of Suez

Once and Forever (D).... Patsy Ruth Miller.
Roamin’ ’Round the

Caribbean

Romany Love (R)

Scarface (D)

Wild Geese (D) Belle Bennett.

Women’s Wares (D) Brent-Lytell

5233.

6049.

5639.

...Nov. 1
-No. 15

...Oct. 1

..Dec. 1
...Sept. 15
...Sept. 1
...Dec. 15
...Oct. 1
...Nov. 15
...Jan. 1
...Nov. 1

...Oct. 15
...Dec. 1
...Jan. 15

...Oct. 15....

.Nov. 19

.Nov. 12

...Nov. 12

Universal

Alias the Deacon (CD)....HershoIt-Marlowe .
Back to God’s

Country (D) Adoree-Frazier ....

Border Cavalier,

The (W) _ Humes-Pierce

Buck Privates Lya De Putti

Cat and the Canary,

The (My) La Plante

Cheating Cheaters (C) Compson-Harland .

Cohens and Kellys

in Paris (C) Sidney

Finders Keepers (CD) Laura La Plante .

Foreign Legion (D) Kerry-Stone.

Galloping Fury (W) Hoot Gibson

Hey, Rube Hoot Gibson.

Irresistible Lover,

The (CD) — Kerry-Moran

Les Miserables (M) Gabrio-Toulont

Lone Eagle, The Kent-Keane

Man Who Laughs, The ... Veidt-Philbin.

Man’s Past, A (D) Veidt-Kent

Mile-a-Minute-Love (C)..Denny-Kent

One Glorious Scrap Humes-Holmes

Out All Night (C) Denny-Nixon

Painted Ponies (W) — Hoot Gibson —

Paris or Bust (C) Tyron-Miller

Rawhide Kid, (W) Hoot Gibson

Silk Stockings Laura LaPlante ...

Sky High Saunders A1 Wilson

Small Bachelor, The (C)-Beranger-Kent

Straight Shootin’ (W) Wells :

Thirteenth Juror,

The (D) Bushman-Nilsson .

13 Washington Square.... Jean Hersholt.

Three Miles Up A1 Wilson

On Your Toes (C) Denny-Worth

Wild Beauty (CD) Rex

Wild Blcod Rex.

Wolf’s Trail Dynamite, the dog.

.6869 Jan. 22

.5751 Sept. 4 Nov. 12

.4427 Sept. 18

Nov. 6

.7790 Sept. 11

.5623 Oct. 9

Jan. 1

Jan. 8

.5503 Nov. 20

.6958 -Dee. 4

.7713 Oct. 23

.5862 Sept. 18 Nov. 12

.6135 Dec. 25

Nov. 20

.6170 Sept. 4

.5416 Sept. 25 Nov. 19

Dec. 18

Jan. 29

.6166 Oct. 2 Nov. 19

.4393 Nov. 6

.6218 Nov. 6

Oct. 16

.5598 Nov. 13

.4041 Sept. 4

Nov. 27

.5192 Nov. 27

.4167 Oct. 2

United Artists

College (C) Keaton-Cornwall 5900 Sept. 10

Dove, The (M) Norma Talmadge Jan.

Drums of Love Mary Philbin Jan.

Garden of Eden, The C. Griffith-Ray Nov.

Magic Flame, The (M)....CoIman-Banky 8550 Sept. 24

My Best Girl (M)

Ramona (D)

..Mary Piekford

..Del Rio

Nov.

Jan.

Tempest (M)

..John Barrymore

Dec.

Warner Brothers

Beware of Married

Men — Irene Rich.

Brass Knuckles (D) Blue-Bronson

Broadway Kid. The Jessel-Ferris

First Auto, The Oldfield-Miller

Fortune Hunter,

The (C) Syd Chaplin

Girl from Chicago,

The (M) Nagel-Loy

Ginsberg the Great (C).... Teesel

Glorious Betsy Dolores Costello.

Good Time Charley (D)....01and-H. Costello

Jaws of Steel (D) Rin-Tin-Tin

Little Snob, The May McAvoy.

Old San Francisco (M)....D. Costello-Oland

Race for Life Rin-Tin-Tin.

Sailor’s Sweetheart,

A (C) Fazenda-C. Cook

Silver Slave, The (D) Rich-Ferris

Slightly Used McAvoy-Nagel ...

Dec. 3

Sept. 10

.6767 Sept. 18

.6639 Nov. 7

Nov. 19

.Nov. 26

Nov. 5

5569 Sept. 17

.7961 Sept. 4

.5685 Sept. 24

_...Nov. 12

6412 Sept. 3

November 19, 1927

EXHIBITORS HERALD

57

PRESS SHEETS

I:l: V;!- ■(*— .’"TViA”'!:!* V'.VV.., V.' .. .'-I '•' " " « "" " ' I;' ; M .. II VI'gT

BLONDES BY CHOICE (Gotham) : A me-
chanical display always attracts attention and
this picture gives you a chance to fix up a dandy
flash in some beauty parlor window in this fash-
ion : place on a revolving- table a wax head, on
one side of which the coiffure is blonde and on
the other side brunette, with signs on the proper
sides reading, “She WAS a brunette,” and, “But
she chose to be a blonde, see Claire Windsor in
•BLONDES BY CHOICE.’ ” The best stunt to
pull with this picture would perhaps be to have
a beauty specialist set up her parlor in your
lobby and give a free treatment to women desir-
ing to become “BLONDES BY CHOICE.”

CAT AND THE CANARY, THE (Universal) :
Just the posters and other display material for
this film of the well-known stage play should sell
your patrons, but along with this can be used
trailers, and for the lobby, Hallowe’en decorative
effects featuring cats, witches, skeletons, etc.
And if, along with your other lobby novelties,
you can borrow a police, fire, or regular auto
“siren,” muffle it, plant it in some out-of-the-
way place in your lobby, and have the cashier
(by electrical control) sound it during the day’s
business, you will certainly have patrons in the
right mood to enjoy the performance. A mystery
prologue is described, and should prove very ef-
fective for theatres that can arrange it.

CHEROKEE KID, THE (F B O) : Very effec-
tive window displays can be used with this film
showing all forms of Western clothes and ranch
equipment, especially leather goods, such as sad-
dles, boots, chaps, gunholsters, lariats, etc. If
you could get some men dressed in cowboy fash-
ion and have them in the window or in a vacant
business front (wherever the display is) playing
cards, you would have the whole town talking.

FINNEGAN’S BALL (First Division) : Have
an Irish society give a “Finnegan’s Ball” for
some charity or benefit. Have a grocery store
display a jar full of beans with a placard on
it that reads, “This jar contains one bean for
every laugh in ‘Finnegan’s Ball,’ to be shown

at the theatre, Guess the

right number.” Ushers may be dressed as col-
leens or as Irish lads, and if you have vaudeville,
try to bill Irish acts. A good stunt to pull on
the stage would be an Irish jig contest. A very
good musical cue sheet attached.

GALLOPING FURY (Paramount): This sheet
announces Paramount “Movie Stamps” of all the
favorite Paramount actors, actresses and directors,
and a special Movie Stamp Album of Paramount
players. Tie up with beauty clays, beauty con-
tests, or beauty week. Have a drawing contest to
see who can make the best likeness of Hoot
Gibson’s portrait, or a “Western Lingo” contest
to see who knows the most Western slang or
ranch language. An effective tie-up could be
used with a cavalry recruiting station, with such
displays as “Join the cavalry and be one of
Uncle Sam’s ‘GALLOPING FURIES.’ ” The
Wornova Manufacturing Company is selling Hoot
Gibson Cowboy Outfits for youngsters.

GIRL FROM CHICAGO, THE (Warner):
Tie up with confectioners who will be glad to put
out a “Molly Coddle” sundae, from the name of
the song “Molly the Girl from Chi,” which should
be featured in music stores and in displays in
the confectionery stores, with the name of the
theatre, dates and this catch line, “Take your
tootsie for a toddle, treat her to a ‘Molly Cod-
dle.’” M. Hohner, 114 East 16th street, New
York City, will cooperate on tieups with stores
selling their harmonicas and with you in sponsor-
ing mouth organ contests in which a prize is
given for those who play best “Molly the Gal
from Chi.”

GIRL FROM GAY PAREE, THE (Tiffany) :
Many cuts, mats, stills, and other advertising-
posters are shown that will give your patrons an
idea of just what they will see in the picture.
Run a French song contest that can be held on
the stage for local talent, who are to be dressed
in extreme French “show” attire.

GIRL IN THE PULLMAN, THE (Pathe) :
There are some clever catchlines in this press
sheet, and an authenic article on music in the
theatre as a direct relation to the box office. Rig
up a truck to have the rear end resemble the end
of a pullman, and from this have girls, dressed
in pajamas distribute dodgers announcing the pic-
ture, theatre, etc. Tieups can be effected with
clothing stores, etc., as Marie Prevost, who stars
in the picture, is well known.

GORILLA, THE (First National) : Very good
teasers, stickers, showcards, window displays, and
lobby banners are shown in assorted sizes and

PRESS SHEETS, a new and
exclusive HERALD service,
offers to exhibitors the high-
lights of advertising and ex-
ploitation as presented in the
press sheets issued by the
com panies on each of their
releases.

IN THIS department also will
be offered reproductions of
the newspaper ads and other
ad sales which are created for
the purpose of aiding exhib-
itors in their daily task of
building patronage.

types. Play up the fact that the story is a
mystery-comedy from the stage play that has
had wide showing and publicity, and tieups may
be made with book stores which should have dis-
plays of the book, which was published by Grosset
& Dunlap. The comedy team Murray and Kelsey
should be featured. The most effective exploita-
tion can probably be obtained by having a live
ape or gorilla in the lobby, or a realistic imper-
sonation of one, and if used this fact should be
made known in as many ways as possible.

LITTLE MICKEY GROGAN (F B O) : The pic-
ture follows the story of the same name, which
may be obtained free of charge for running in
serial form in newspapers. Some good little bits
of philosophy expressed by Mickey in the film may
be run as ads in the local paper, also a letter
sent to the school children of the town from
“Mickey” should pack them in, because as chil-
dren don’t get much mail it would make a big
hit with them. Their names may be obtained
from the school authorities. In the picture Darro
does a “Studio Strut” dance, and it would arouse
considerable interest if you could hold a dance
contest on the stage.

ONCE AND FOREVER (Tiffany) : This is a
war story and tieups can be made with news-
papers that can run a contest for A. E. F. men
or women who were in France on “My Most
Romantic Adventure While Overseas,” or some-
thing of that nature. Tie up with drug stores
who will show first aid equipment, and with

animal stores, as white mice are shown in the
film. Dress up your lobby with French flags and
war equipment, and as the star in the story,
Patsy Ruth Miller, portrays a French milkmaid,
theatres having usherettes can dress them in
peasant clothes.

ONE WOMAN TO ANOTHER (Paramount) :
This press sheet suggests a different type of what
they term “individualizing advertising” by ad-
kerchiefs, a varied-colored pocketchief mounted
on cardboard, with the ad of the theatre on one
side and that of another merchant, if you desire,
on the other side. Arrange a double page ad-
vertisement with local merchants, with the motif
for copy, “Our merchandise is so good the news
about it travels from ‘ONE WOMAN TO AN-
OTHER’ ” and follow through by getting as many
window displays and teasers as possible, on which
are printed, “What are they saying? See ‘ONE
WOMAN TO ANOTHER’ at the thea-
tre ”

PRETTY CLOTHES (Sterling) : The ultimate
in showmanship with this picture would be a
beauty contest and a fashion show, and although
this might not be entirely practical some places,
all theatre owners can get extensive tieups with
women’s shops, regardless of what they sell. Fake
bills, throwaways, and other street stunts may
also be used, but if you plan to show the picture,
free of charge to social, church, and school lead-
ers make your exploitation dignified and if your
special audience publically endorses the film, tell
the world.

SURRENDER (Universal) : Contains special
lobby cards, window displays, throwaways, printed
in Yiddish for Jewish communities, and with these-
you can announce an essay contest on such a
subject as “What the War Has Done for the
Jew.” Tie up with cosmetic merchandisers sell-
ing the Phantom Red Cosmetics, created espe-
cially for Mary Philbin, and with florists who can
obtain special artificial novelty flowers called Mary
Philbin roses. Remick Company has published
a song called “Surrender” which may be played
and may be exploited in different ways. Tie up
with Russian, Austrian or Czecho-Slovakian goods
of any kind, including war relics.

WOMEN’S WARES (Tiffany) : All merchants
who sell anything in connection with women,
(and what merchants don’t?) are potential pub-
licizes for this film, particularly if the copy is
cleverly written. The hottest suggestion made in
the press sheet is to string a clothesline across
the marquee or in front of the theatre somewhere
and pin on it a complete outfit of feminine ap-
parel ! There are some very good stills for lobby
or window displays.

This is a reproduction of suggestions for lobby cards contained in the press sheet
for the First National picture, “ The Gorilla,” showing how stills, the name of
the theatre, and the dates for playing may be inserted in the blank spaces left
for that purpose.

58

EXHIBITORS HERALD

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

A Suggestion

PASADENA, CAL. — To the Editor :
Don’t you think it would be a good idea
for your “What the Picture Did for Me”
department to print in a box on one of
the pages of the reports of the pictures,
advising theatre owners and managers to
send in unbiased and unprejudiced reports.

In reading the different reports in the
above department of the Herald, I find
so many that misrepresent the actual merits
or demerits of the production. In so many
cases I read reports from exhibitors giv-
ing a picture a severe roasting with such
expressions as “rotten,” “boloney,” “no
good,” “the worst yet,” “awful,” and other
expressions that are not true and accurate
reports of the the particular picture shown.
I know this to be a fact because I have
shown the picture before this report or
have previewed it and know that there is
no fault with the picture.

There is but one way that I can figure it
out in such cases : Either the exhibitor
never saw the picture and depended on
his janitor or someone else incapable of
judging the quality of the production or he
dosen’t know a good picture from a bad
one. Then again, perhaps, he judges a pic-
ture solely by what it draws at the box
office and allows his prejudice to get the
better of him. In either case his report
is unfair to his fellow exhibitors who are
depending on other opinions in buying their
pictures. Also, it is an injustice to the dis-
tributors and producers of the pictures.

Of course, if a picture deserves to be
criticised severly it should receive its dues,
but your very valuable department “What
the Picture Did for Me” should not be
a place for exhibitors to give vent to their
spleen and roast worthj' pictures or shower
praises on bad ones. Even if an exhibitor
did make a poor buy of a picture or a
block of pictures why tell his troubles
broadcast. What do other exhibitors care
about the troubles of Bill Jones over in
Grundy Center, la., or the trials and tribu-
lations of Pete Jerkins of Stony Forks,
Me. ? Most independent exhibitors have
troubles of their own and don’t care to
read such tommyrot. They want accurate
reports of a picture, whether it is good or
bad, and they don’t want a lot of slangy
sarcasm that has no bearing on the poor or
good quality of the picture.

There are several exhibitors reporting
regularly that never send in a favorable
report on pictures. They even pan the
comedies and in nine out of 10 cases, they
are wrong; while on the other hand you
have exhibitors reporting and it is a pleas-
ure to read their opinions as they can al-
ways be counted on to be fair and accur-
ate. It is true that what will please one
class of audience will not please another.
Every theatre has its distinctive clientele
and the tastes differ, but a good picture
is a good picture and a poor picture is
a poor picture regardless of where or what
part of the country it is shown, be it in
the United States or the Fiji Islands.

What we want in this department of the
Herald is unprejudiced opinions and not
based on what was taken in at the box
office. For example: If an exhibitor
shows a picture that is good but didn’t
appeal to his patrons, let him state it that
way. If a picture is poor but yet he did

good business at the box office, likewise
let his report state it accurately and com-
prehensively. It is very seldom we read
of an exhibitor showing a bad picture and
doing a big business with it. Of course,
such things are happening all over the
country, but they just won’t send in their
reports this way.

I am writing you this letter merely as
a suggestion for the betterment and per-
petuation of the “What the Picture Did
for Me” department. This department has
been dedicated by you for the mutual bene-
fit of the exhibitors everywhere and
shouldn’t be abused as it is in many in-
stances.— Geo. T. Browne, Warner’s Egyp-
tian theatre, Pasadena, Cal.

6 Out of 40 Films
Now in Production
Are on Big Scale

( Special to the Herald)

LOS ANGELES, Nov. 15. — Although
there are only about 40 motion pictures
in production here this week a half
dozen of them are planned on first class
scales and are expected to be bigger
than the ordinary run of pictures.

Lloyd and Langdon Busy

Harry Langdon and Harold Lloyd are
each in the midst of production on new
comedies which are being made more
elaborately than their recent works.
Lloyd’s budget for “Speedy” is planned
at a figure approximating a half million
dollars.

Frank Borzage’s “Lady Christilinda”
for Fox is in its second month of pro-
duction. The Farrell-Gaynor team heads
the cast.

Goulding Making “Rose Marie”

Edmund Goulding now has the mega-
phone making “Rose Marie” for M-G-M
with Joan Crawford in the cast instead
of Renee Adoree who had the part origi-
nally. Much of the film previously shot
has been discarded.

John Barrymore today entered his
second month of work on “Tempest” at
the United Artist lot.

Luther Reed is shooting fast but steadily
on Howard Hughes’ next big production,
“Hell’s Angels.” Greta Nissen and
James Hall have the big roles in this
Caddo production for U. A.

Storin Youngest Manager
of Largest Theatre
in Rhode Island

TJARRY F. STORIN, manager of the
1 J Leroy theatre at Pawtucket. R. I :<-

a decidedly bonafide
est Exhibitor”
title.

Storin has been
manager of the
Leroy since it first
was opened. Offi-
cially he was at 22
the youngest man-
ager of the largest
theatre in the state
of Rhode Island,
and that means
considerable, par-
ticularly as it hap-
pened to be his
home town, al-
though he re-
turned from New
York to go to work
particular theatre.

entry for the “Young-

Harry F. Storin

elsewhere than at that

November 19, 1927

Paramount Declares $2
Quarterly Dividend

( Special to the Herald)

NEW YORK, Nov. IS.— Para-
mount today declared regular
quarterly dividend oi two dollars
per share on the common stock
payable January 3rd, 1928, to
stockholders of record at close of
business December 15th, 1927.

Books will not close.

Paramount Will Call
Preferred, Pay all Bank
Loans Under New Plan

( Continued fram page 33)
ings were approximately 55 per cent
greater than last year’s corresponding
quarter, and the third quarter’s earnings
were approximately 100 pea- cent greater
than the corresponding quarter of last
year, is evidence to the management
that the company’s business is in a sound
condition and that the properties ac-
quired in the expansion of the business
are showing satisfactory earning power.

Mr. Zukor said further: “At the be-
ginning of the year 1927, we calculated
that our profits for this year would be
over $8,000,000. Unless something un-
foreseen should happen before the end
of the year, our calculations will have
proven themselves more than correct.
Using the same bases for an estimate
of our profits for next year, indications
are that they should increase to a point
where they will be approximately 20 per
cent higher in 1928 than in 1927.”

De Milled ‘Dress Parade 9
Awarded Blue Ribbon by
Texas Theatre Owners

( Special to the Herald)

DALLAS, Nov. 15.— The M. P. T. O.
of Texas has awarded this month’s
“Blue Ribbon” to the Pathe De Mille
picture Dress Parade. This picture re-
cently played at the Strand in New
York. It was produced by Donald
Crisp, with William Boyd as star. Most
of the exteriors were filmed on the his-
toric grounds of West Point, overlook-
ing the Hudson river.

“Jesse James" Barred

(Special to the Herald)

WINNEPEG, Nov. 15.— The Mani-
toba Board of Moving Picture Censors
surprised exchanges and exhibitors by
refusing to approve “Jesse James.” H.
Jernberg, manager of the Province thea-
tre, was compelled to book two different
features for the week.

R. J. Lydiatt Dead

(Special to the Herald)

TORONTO, Nov. 15.— R. J. Lydiatt,
general manager of the Western Vaude-
ville Managers’ Association of Chicago,
Orpheum circuit subsidiary, was buried
here Thursday. Lydiatt once had in-
terests in theatres in Toronto which
were taken over by the Orpheum chain.

Kelly Is Saxe Ad Head

(Special to the Herald)

MILWAUKEE, Nov. 15. — Martin
Kelly, formerly publicity manager for
Finkelstein & Ruben, has been named as
advertising manager for the Saxe
Amusement Enterprises.

November 19, 1927

EXHIBITORS HERALD

59

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

No Man’s Gold (Fox) 79.72%

Rookies (MGM ) 78.92%

Keeper of the Bees (FBO) 77.23%

The Iron Ilorse (Fox) 76.83%

Irene (FN) 76.75%

The Mysterious Rider (Par) 76.31%

Laddie (FBO) 75.63%

The Cohens and Kellys (U) 75.16%

Chip of the Flying U (U) 74.84%

The Great K. and A. Train Robbery (Fox) ..74.80%

The Vanishing American (Par) 73.95%

Tell It to the Marines (MGM) 73 22%

It (Par) 73.03%

The Last Trail (Fox) 72.76%

Tillie the Toiler (MGM) 72.76%

The Calgary Stampede (U) 72.54%

The Winning of Barbara Worth (UA) 71.87%

Arizona Sweepstakes (U) 71.42%

Don Mike (FBO) 71.17%

Land Beyond the Law (FN) 71.00%

Hills of Kentucky (WB) 70.90%

Johnny Get Your Hair Cut (MGM) 70.75%

Slide, Kelly, Slide (MGM) 70.73%

The Volga Boatman (PDC) 70.68%

The Magic Garden (FBO) 70.52%

Casey at the Bat (Par) 69.50%

The Bat (UA) 69.47%

The Gorilla Hunt (FBO) 69.43%

The Sea Beast (WB) 69.30%

The Gentle Cyclone (U) 68.81%

The Tough Guy (FBO) 68.64%

Ella Cinders (FN) 63.46%

Tarzan and the Golden Lion (FBO) 68.23%

The Son of the Sheik (UA) 68.09%

The Man on the Box (WB) 67.70%

Mr. Wu (MGM) 67.58%

The Kid Brother (Par) 67.51%

The Scarlet West (FN) 67.40%

The Quarterback (Par) 67.22%

Man of the Forest (Par) 67.17%

The Campus Flirt (Par) 66 84%

The Last Frontier (PDC) 66.78%

Flesh and the Devil (MGM) 66.73%

The Four Horsemen (MGM) 66.50%

The Phantom Bullet (U) 66.23%

The Devil Horse (P) 66 06%

The Black Pirate (UA) 66.04%

Tin Hats (MGM) 63.92%

Senor Daredevil (FN) 65.88%

The Unknown Cavalier (FN) 65.80%

Three Bad Men (Fox) 65.60%

Let's Get Married (Par) 63.00%

Desert Gold (Par) 64 81%

We’re in the Navy Now (Par) 64 67%

Sea Horses (Par) 64.63%

His Secretary (MGM) 64.50%

The Night Cry (WB) 64.33%

While London Sleeps (WB) 64.30%

Across the Pacific (.WB) 64.07%

The Scarlet Letter (MGM) 64.06%

For Heaven’s Sake (Par) 64.00%

The Overland Stage (FN) 63.85%

Corporal Kate (PDC) 63.83%

Up in Mabel’s Room (PDC) 63.81%

The Fire Brigade (MGM) 63.75%

Canyon of Light (Fox) 63.43%

Skinner’s Dress Suit (U) 63.42%

Hands Across the Border (FBO) 63.40%

The Man in the Saddle (U) 62.85%

Little Annie Rooney (UA) 62.83%

Lone Hand Saunders (FBO) 62.71%

Orchids and Ermine (FN) 62.28%

Brown of Harvard (MGM) 61.96%

Tony Runs Wild (Fox) 61.75%

Clash of the Wolves (WB) 61.64%

Heaven on Earth (MGM) 61.63%

A Regular Scout (FBO) 61.36%

War Paint (MGM) 61.17%

The Two Gun Man (FBO) 60.85%

The Understanding Heart (MGM) 60.56%

Sweet Daddies (FN) 60.55%

Behind the Front (Par) 60.33%

Tramp, Tramp, Tramp (FN) 60.06%

The Buckaroo Kid (U) 60.05%

The Masquerade Bandit (FBO) - 59.72%

The Waning Sex (MGM) 59.51%

The Teaser (U) 59.50%

His People (U) 59.46%

The Denver Dude (U) 59.3 6%

The Flaming Forest (MGM) 59.32%

Twinkletoes (FN) o9.30 %

That’s My Baby (Par) 59.00%

Under Western Skies (U) 58.83%

The Wilderness Woman (FN) 58.64%

The Flaming Frontier (U) 5o.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (MGMj 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

Paradise (FN) 57.50%

The Dark Angel (FN) 57.14%

Winners of the Wilderness (MGM) 57.05%

Private Izzy Murphy (WB) 57.03%

The Eagle (UA) 56.90%

Forever After (FN) 56.90%

Stella Dallas (UA) 56.90%

The Flying Horseman (Fox) 56.85%

The Temptress (MGM) 56.73%

Old Clothes (MGM) 56.69%

Rolling Home (U) 56.57%

Let It Rain (Par) 56.47%

Mike (MGM) 56.45%

Sally of the Sawdust (UA) 56.45%

Men of Steel (FN) 56.25%

It Must Be Love (FN) 56.16%

The Red Mill (MGM) 56.15%

Breed of the Sea (FBO) ..56.06%

Kid Boots (Par) 55.96%

Wild Justice (UA) 55.86%

The Rainmaker (Par) 55.7 2 %

Forlorn River (Par) 55.57%

Mantrap (Par) 55.20%

The Johnstown Flood (Fox) 55.08%

The Unknown Soldier (PDC) 55.03%

The Cowboy Cop (FBO) 54.76%

Knockout Riley (Par) 54.76%

Born to the West (Par) 54.71%

Upstage (MGM) 54.56%

Poker FaceB (U) 54.50%

The Silent Rider (U) 54.20%

Desert Valley (Fox) 54.16%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (WB) 53.90%

The Road to Mandalay (MGM) 53.90%

The Barrier (MGM) 53.70%

Red Hot Leather (U) 53.70%

What Happened to Jones (U) 53.62%

Her Father Said No (FBO) 53.50%

The Family Upstairs (Fox) - 53.36%

Stranded in Paris (Par) 52.95%

Mother (FBO) 52.72%

Sweet Rosie O’Grady (Col) 52.72%

Miss Nobody (FN) 52.65%

The Return of Peter Grimm (Fox) 52.66%

Subway Sadie (FN) 52.63%

The Palm Beach Girl (Par) 52.42%

Her Big Night (U) 51.95%

Kosher Kitty Kelly (FBO) 51.95%

rJThe Prince of Pilsen (PDC) 51.60%

Variety (Par) 51.53%

The Midnight Sun (U) 51.47%

The Strong Man (FN) 51.46%

The Greater Glory (FN) 51.36%

Stepping Along (FN) 51.35%

The Blue Eagle (Fox) •- 51.26%

Say It Again (Par) 51.15%

Aloma of the South Seas (Par) 51.10%

Altars of Desire (MGM) 51.00%

Tin Gods (Par) 51.08%

Tumbleweeds (UA) 51.07%

Spangles (U) 51.00%

Sparrows (UA) 50.95%

Bred in Old Kentucky (FBO) 50.90%

Combat (U) 50.80%

Outside the Law (U) 50.60%

The Arizona Streak (FBO) 50.53%

The Ice Flood (U) 50.50%

The Still Alarm (U) - 50.38%

The Wanderer (Par) 50.36%

Whispering Wires (Fox) 50.33%

Hogan’s Alley (WB) 50.25%

Mare Nostrum (MGM) 50.22%

Prisoners of the Storm (U) 50.13%

Eagle of the Sea (Par) 50.04%

You Never Know Women (Par) 50.00%

The Brown Derby (FN) 49.90%

Padlocked (Par) 49.88%

Pals in Paradise (PDC) 49.83%

The Million Dollar Handicap (PDC) 49.82%

The Show Off (Par) 49.73%

One Minute to Play (FBO) 49.66%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

So’s Your Old Man (Par) 49.05%

The Adorable Deceiver (FBO) 48.63%

Faust (MGM) 48.60%

The Runaway Express (U) 48.52%

Whispering Smith (PDC) 48.45%

Battling Butler (MGM) 48.16%

Her Honor the Governor (FBO) 48.11%

Syncopating Sue (FN) 48.09%

The New Commandment (FN) 48.08%

Love ’Em and Leave ’Em (Par) 48.06%

Paradise for Two (Par) 47.94%

Desert's Toll (MGM) 47.33%

The Potters (Par) 47.33%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (MGM) 47.15%

Dancing Mothers (Par) .46.90%

Wet Paint (Par) 46.81%

There You Are (MGM) 46.77%

Mismates (FN) 46.20%

New York (Par) 46.10%

Out of the West (FBO) 46.09%

Take It from Me (U) 45.86%

The Border Sheriff (U) 45.00%

The Cat’s Pajamas (Par) 44.93%

Just Another Blonde (FN) 44.36%

The Marriage Clause (U) 44.35%

Wedding Bills (Par) 43.90%

The Blind Goddess (Par) 43.88%

Blonde or Brunette (Par) 43.50%

The Duchess of Buffalo (FN) 43.46%

A Little Journey (MGM) 43.46%

The New Klondike (Par) 43.27%

Blarney (MGM) 43.23%

Fine Manners (Par) 43.14%

Partners Again (UA) 42.87%

Ladies at Play (FN) 42.75%

Bardelys the Magnificent (MGM) 42.73%

The Mystery Club (U) 42.40%

La Boheme (MGM) 41.95%

Hold That Lion (Par) 41.94%

Fig Leaves (Fox) 41.90%

Midnight Lovers (FN) 41.85%

The Love Thief (U) 41.72%

The Canadian (Par) 41.56%

Special Delivery (Par) 41.40%

The Old Soak (U) 41.06%

The Wise Guy (FN) 40.92%

Fascinating Youth (Par) 40.89%

Kiki (FN) 40.70%

Held by the Law (U) — 40.00%

Miss Brewster’s Millions (Par) 39.73%

Bigger Than Barnums (FBO) 39.53%

Everybody’s Acting (Par) 38.87%

The Ace of Cads (Par) 38.66%

Perch of the Devil (U) 37.85%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (FN) — 36.33%

The Amateur Gentleman (FN) 35.50%

The Great Gatsby (Par) 35.33%

Steel Preferred (PDC) 34.70%

The Magician (MGM) 34.42%

You’d Be Surprised (Par) 34.23%

Exit Smiling (MGM) 33 50%

Don Juan's Three Nights (FN) 30.80%

Pals First (FN) 28.66%

60

EXHIBITORS HERALD

November 19, 1927

For Sale

ONE HUNDRED reels of motion picture fea-
ture film, travelogs, comedies, westerns, dramas,
weeklies, one to seven reel subjects, make a bid
for the lot. Names furnished on request. Write
E. K. Vollette, Nu Gulf Theatre, Goose Creek,
T exas.

Signature cuts for newspaper advertising; two
sizes, only $10.00. Sketches free. Eagle Service,
Plankinton Bldg., Milwaukee, Wis.

Position W anted

OPEN FOR ENGAGEMENT — Young graduate
organist. Two years unit organ training. Like
position as organist. Relief or alternate work
acceptable. Have complete library. Organ novel-
ties. Steady, reliable, union. Address Ares
Detjen, 1008 E. Walnut St., Green Bay, Wiscon-
sin.

VIOLIN LEADER — Wife Pianist. Union, Re-
liable, Experienced. Large Library. Pictures Cor-
rectly Cued. Go anywhere. Want permanent loca-
tion. Address Box 217, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

ORGANISTS and SINGERS, thoroughly
trained and experienced in theatre work. Men and
women now ready for good positions. Union or
nonunion. Write salary, and other data. Address,
Chicago Musical College, 64 E. Van Buren,
Chicago.

ORGANIST DESIRES POSITION— Conserva-
tory training. Additional coaching from noted
Chicago theatre and radio artist. Desire to locate
in small city or suburb. Moderate sized house.
Prefer pictures only but can handle solos, novel-
ties. Have individual improvisation methods to
cue any picture without constantly referring to
music. Born musician. Perfect rhythm. Experi-
enced Wurlitzer, Barton units. Age twenty-six.
Married. Steady. Reasonable salary. George F.
Strandt, 158 West Harrison St., Chicago, Illinois.

Theatres Wanted

Wanted to buy or lease a theatre in Kentucky
or Tennessee. Address Hall, Box 219, Care
Exhibitors Herald, 407 S. Dearborn St., Chicago,
111.

A Movie theatre in city from 4,000 to 20,000
population. Must be money maker, explain fully.
Write Box 220, Care Exhibitors Herald, 407 S.
Dearborn St., Chicago, 111.

Theatre For Sale

THEATRE for sale or lease in southern Ken-
tucky. Good proposition to the right party.
Address Smith, Box 218, Care Exhibitors Herald,
407 S. Dearborn St., Chicago, 111.

Circuit of three houses, own two, rent one;
cheap for quick sale. Population 1,400, 800, 500,
Michigan, Indiana. Address C. A. Kelso, Angola,
Indiana.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complete list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

I HAVE for sale one Powers inductor, price
$22.50. This equipment is in first class condition.
Address N. P. Riggins, Jesup, Ga.

FOR SALE to close estate. Movie theatre
equipment at Lake Benton, Minn. Lease on opera
house, seating 350, available for dances, parties,
road shows. No competition. $2,400 cash. Ad-
dress Mrs. Nora E. Liddle, Lake Benton, Minn.

MIRROR Screen for sale, good as new, 8x10^5,
bargain, cost $500.00, will sell for $100.00. Ad-
dress Ralph L. F’isher, Mgr., Capitol Theatre,
Ft. Wayne, Indiana.

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of *11
makes. Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

NEARGRAVUREMBOSO (Type embossed)
Stationery unique, 100 each letterheads, envelopes,
special $5.50 cash, pospaid. Samples. Sollidays,
Knox, Indiana.

Banners

TONIGHT — 3x8 Bills, 50 words, fast delivery,
1000 prepaid $1.25, 500 85c. Address King Print-
ers Press, Warren, 111.

November 19, 1927

EXHIBITORS HERALD

61

‘What the Picture Did For Me’

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors * reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Chadwick

THE BELLS: Lionel Barrymore — Good picture
well acted. Seven reels. — Giacoma Brothers,
Crystal theatre. Tombstone, Ariz. — General pat-
ronage.

Columbia

SWEET ROSIE O’GRADY: Special cast— A
dandy picture. Pleased the audience very much.
Six reels. — Earl Somerville, Opera House, Ray-
mond, Minn.- — General patronage.

THE LONE WOLF RETURNS: Special cast—
An exceptionally good picture. Will please all
classes. Seven reels. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

THE DANGER SIGNAL: Special cast — A real
good picture. You will mal<e no mistake if you
book this picture, as it is sure to please. Six
reels. — Earl Sumerville, Opera House, Raymond,
Minn. — General patronage.

WHEN THE WIFE’S AWAY: Special cast— A
good picture. Pleased real well. Six reels. —
Earl Somerville. Opera House, Raymond, Minn. —
General patronage.

THE FALSE ALARM: Special cast — A very
good picture. Six reels.— Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

STEPPING OUT: Special cast — A good society
picture. Will please. Seven reels. — Earl Somer-
ville, Opera House, Raymond, Minn. — General
patronage.

OBEY THE LAW: Special cast— Very good
picture. Pleased the audience very much. Seven
reels. — Earl Somerville, Oepra House, Raymond,
Minn. — General patronage.

FBO

THE COWBOY COP: Tom Tyler— 32%. Octo-
ber 15. A good picture that went over big. All
this star’s pictures are good when assisted by his
pals. — J. S. Landry, Columbia theatre, Morganza,
La. — Small town patronage.

TOM’S GANG: Tom Tyler — 50%. November
2. A good Western program. Five reels. — Bert
Silver, Silver Family theatre, Greenville, Mich.

THE GINGHAM GIRL: Lois Wilson— 79%.
November 4-5. Entertaining program feature,
but not a special by any means. Drew fair
Saturday business. Seven reels. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patron-
age.

CACTUS TRAIL: Bob Custer — 50%. Novem-
ber 5. Another good action picture. — Bert Silver,
Silver Family theatre, Greenville, Mich.

THE TIMID TERROR: George O’Hara— 15%.
October 19. Star not liked here. This is the last
we will play. — J. S. Landry, Columbia theatre,
Morganza, La. — Small town patronage.

THE MAGIC GARDEN: Special cast— 72%.
October 25. Pleased almost 100 per cent but fell
down on attendance for some unknown cause.
It’s certainly a pleasure to screen such pictures
as this. Seven reels. — Newman & Gordy, Ne-Go
theatre, Toronto, Kan. — General patronage.

FLAMING WATERS: Special cant— 26%.
September 12-13. Good little picture for small
towns on Saturday night. I will say that it was
liked better than “Flowing Gold,’’ starring Milton
Sills, that came out several years ago. You
had better lay off of it though unless you can

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report) .

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

get a good print. Seven reels. — Aubrey Swear-
ingen, Crescent theatre, Woodville, Tex. — Small
town patronage.

THE MASQUERADE BANDIT: Tom Tyler—
47%. Tom is very well liked here. — Aubrey
Swearingen, Crescent theatre, Woodville, Tex. —
Small town patronage.

ARIZONA NIGHTS: Fred Thomson— 66%.

November 1. Hokum ! But it’s the kind they
want. Six reels.— E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

THE GREAT MAIL ROBBERY: Special cast
— 90%. October 29. Excellent. If this is a
sample of F B O’s 1927-28 product thanks FBO
for the buggy ride. A thriller that pleased nearly
100 per cent. Six reels. — S. G. Fry, Palace the-
atre, Mt. Pleasant, Tex. — General patronage.

A REGULAR SCOUT: Fred Thomson— 36%.
October 23. This is a very good Western using
Boy Scouts. Plenty of action and a whirlwind
finish. Silver King does fine work. Did not draw
as well as expected but we have not run enough
of Thomson’s pictures to popularize them. Six
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

THE DEADLINE: Bob Custer — 30%. October
12. Bob is right there and never fails to give us
a good time. Also fair receipts. Our patrons
like him. — J. S. Landry, Columbia theatre, Mor-
ganza, La. — General patronage.

THE TOUGH GUY: Fred Thomson— 60%.
October 22. The first picture we made any money
on since the overflow. Like all this star’s pictures
they please 100 per cent. When you play Thom-

son’s pictures you don’t have to hide after the
show. — J. S. Landry, Columbia theatre, Morganza,
La. — Small town patronage.

THE TOUGH GUY: Fred Thomson— Real good
picture. Fred Thomson is my best drawing
card. All his pictures are good, rating 100 per
cent. Seven reels. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

THE WILD BULL’S LAIR: Fred Thomson—
42%. October 15. I don’t see anything to rave
about over this star, only the horse. Six reels. —
Aubrey Swearingen, Crescent theatre, Woodville,
Tex. — Small town patronage.

SECRET ORDERS: Evelyn Brent— Another
good picture from FBO. All FBO pictures
have been real good, and the prints have been
o. k. Six reels. — Earl Somerville, Opera House,
Raymond, Minn. — General patronage.

MOON OF ISRAEL: Special cast— This is
foreign made religious picture. Very heavy
drama. Taken from ancient history. Church
people and older folks may like it but it will
not appeal to the flappers. In smaller towns it
is a credit to run such a picture. This picture
should have an extra good two reel comedy and
a news reel to make it go over well. It will
not stand a boost in admission. — A. W. Sage,
Rialto theatre, Adel, la. — General patronage.

BRED IN OLD KENTUCKY: Viola Dana—
This went well up to the finish. Of course, it
was the old story and all that but Viola is a
favorite here and they hated to see the little
lady in a picture that was fairly interesting up
to the finish but with such a “flop” for a climax.
The railroad men present laughed themselves sick
at the silly finish. The entire railroad climax
was so silly that it spoiled the picture. We
wonder why such an ending was ever conceived
in the mind of man. It was so silly that the
man taking the part of the conductor almost
laughed outright and we could almost read the
words on his lips, “Ain’t this h — 7” Six reels. —
Giacoma Brothers, Crystal theatre. Tombstone,
Ariz.

JUDGEMENT OF THE HILLS: Special cast—
If FBO thinks they are hitting a stride when
they distribute a picture the character of this one
then I don’t now strides. Can you imagine a
man starting out right in the beginning of the
story a drunkard, going away to war and made
a hero, and returning the same old drunk. Do
you get it — W. H. Brenner, Cozy theatre, Win-
chester, Ind. — General patronage.

DRUSCILLA WITH A MILLION: Mary Carr
— A real good picture. Will please all classes.
Drew a good house and pleased, rating 100 per
cent. Seven reels. — Earl Somerville, Opera House,
Raymond, Minn. — General patronage.

HANDS ACROSS THE BORDER: Fred Thom-
son— Very good show. Will please all classes.
Six reels. — Earl Somerville, Opera House, Ray-
mond, Minn. — General patronage.

WILD TO GO: Tom Tyler- — A real good show.
Five reels. — Earl Somerville, Opera House, Ray-
mond, Minn. — General patronage.

FLAME OF THE ARGENTINE: Evelyn

Brent — A very good show. Five reels. — Earl
Somerville, Opera House, Raymond, Minn. — Gen-
eral patronage.

THE COWARD: Warner Baxter — Another

reason why they seek amusement other than the
movies. Six reels. — W. H. Brenner, Cozy theatre,
Winchester, Ind. — General patronage.

62

EXHIBITORS HERALD

November 19, 1927

First National

BABE COMES HOME: Babe Ruth— 100%.
October 21-22. Babe, you should go in the movies.
You acted your part as good as it could be acted.
A good picture. Six reels. — Robert K. Yancey,
Bonny theatre, Mansfield, Mo. — General patron-
age.

EASY PICKIN’S: Anna Q. Nilsson— 17%.
October 6-7. Some mystery, and at the last shows
an actor’s and director’s preview of the picture,
on purpose of course. Larger towns only fair,
real small towns fine mystery if you cut out
about 150 feet of the last reel (preview) and
put it on as a mystery. Mystery too heavy but
will go over in small towns all right. Six reels.
— Aubrey Swearingen, Crescent theatre, Wood-
ville, Tex. — Small town patronage.

THE SUNSET DERBY: Special cast— 14%.
October 24. A nice little race track story but a
very poor drama for us. Seven reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

SENOR DAREDEVIL: Ken Maynard — 46%.
October 1. My first of this star. I can’t praise
this star too highly. A picture without cattle
rustling which is unusual for a Western, and the
tricks were new in this one. Ken’s horse is
fine. Seven reels. — Aubrey Swearingen, Crescent
theatre, Woodville, Tex. — Small town patronage.

TWINKLETOES: Special cast — 54%. October

30-31. Three rousing cheers for Colleen! What
other feminine star of so long a time on the
screen is there that so consistently and persist-
antly gives us good plays ? There is no other.
All have slipped on the ill-chosen story banana
peel, all but our Twinkletoes Colleen ; and they
say “Orchids and Ermine” is a dandy, too!
Whoopee! Colleen is surely doing her part in
upholding the popularity of the cinema. “Twinkle-
toes” is a story of the London slums, a very
melodrama with a villain and a fighting hero.
The story would be zero without Colleen to give
it warmth and life but she in her white wig,
rolling big eyes, dancing feet and superb emo-
tional acting makes this otherwise tawdry drama
a real fine entertainment. Book all of Colleen’s
plays boys, and play ’em up big. — Philip Rand,

Rex theatre, Salmon, Idaho, — Small town patron-
age.

THE WISE GUY: Special cast— 33%. Bad
weather on this one but. boys, it’s a good moral
lesson and mighty good for Southern small towns.
— Aubrey Swearingen, Crescent theatre, Wood-
ville, Tex. — Small town patronage.

SMILE, BROTHER, SMILE: Special oast— A
craekerjack. If you want something to amuse
them and give ’em downright enjoyable enter-
tainment, then give them “Smile, Brother, Smile.”
Seven reels. — W. H. Brenner, Cozy theatre, Win-
chester, Ind. — General patronage.

LONG PANTS: Harry Langdon — Only mildly
amusing, and I might say poor. There is very
little real comedy or action. I only heard one
or two giggles during the screening. We expect
more than this from you, Harry. Six reels.—
O. B. Junkins, Manzanita theatre, Carmel, Cal. —
General patronage.

VENUS OF VENICE: Constance Talmadg^-
This was sold as a special, but don’t let any-
body kid you into believing that it is a special.
It may have trouble in getting by in some
localities as a program offering. Connie must
do comedy to please her audience. She can
hardly expect to get by with highbrow stealing
or what have you. Seven reels. — O. B. Junkins,
Manzanita theatre, Carmel, Cal. — General pat-
ronage.

NAUGHTY BUT NICE: Colleen Moore—

November 1-2. A good Colleen picture filled with
comedy situations. Pleased everyone although it
did not draw as well as “Ella Cinders.” Seven
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

THE SEA TIGER: Milton Sills — The title
suggests a sea picture but no, it is a story of two
Spanish brothers and their love for one another.
The story is quite convincing and should please.
A good Saturday picture. Six reels. — O. B.
Junkins, Manzanita theatre, Carmel, Cal. — Gen-
eral patronage.

ORCHIDS AND ERMINE: Colleen Moore— A
very pleasing little story. Jack Mulhall is very
good as the millionaire oil magnet, and having
his valet pose as himself, causes many clever
comedy situations. Hardly as good as “Naughty
But Nice,” but Miss Moore is still her winsome

NATIONAL SCREEN SERVICED

^Distributed throughout the United States from

CHICAGO NEW YORK LOS ANGELES

845 S.Wabash Ave. 126-130 W.46^St. - 1922 S.Vermont Ave.

little self. We would appreciate a photo Miss
Moore. Seven reels. — O. B. Junkins, Manzanita
theatre, Carmel, Cal. — General patronage.

THE WHITE BLACK SHEEP: Richard Bar-
thelmess — A fair production, possibly a little bet-
ter than some of the previous vehicles. Eight
reels. — O. B. Junkins, Manzanita theatre, Carmel,
Cal. — General patronage.

Fox

THE CIRCUS ACE: Tom Mix— 64%. October
31. And still another dandy good one from
Tom Mix. Six reels. — E. M. Biddle, Strand the-
atre, Paoli, Ind. — Small town patronage.

THE GREAT K. AND A. TRAIN ROBBERY:
Tom Mix — 99%. October 29. Best attendance
we had in seven months. Mix never fails to draw
for us. Personally, we think Mix has made many
better pictures than this one. Too many impos-
sibilities. Tom gets to the bandits gang by way
of "under water,” captures them all and brings
them out the same way. Well, if our patrons
like that kind of stuff, and it makes us money,
why, give it to them. We should not worry. — -
J. S. Landry, Columbia theatre, Morganza, La. —
Small town patronage.

THREE BAD MEN: Special cast— 35%. Nov-
ember 1-2. We tried to put this over as a special
at advanced admission for two nights but could
not make a go of it. It's a good picture but
a lot like several others we have had. The
work of the three bad men in the last two
reels is simply fine. Since there have been so
many of these rush to the West pictures made,
we would advise running this as an ordinary
program rather than a special. Nine reels. — -
Clarence E. Hopkins, Hopkins theatre. Cotter,
Ark. — Small town patronage.

THE JOY GIRL: Olive Borden — September 28.
We thought this would be a knockout, but were
sadly disappointed. It is nice to look at, but the
heroine fails to create sympathy for herself be-
cause of her selfishness. They didn’t like this
very much. There are two color sequences in
it that are pretty, but the story fails to click
with the regulars. Seven reels. — P. E. Morris,
Regent theatre, Indianola, Miss. — General pat-
ronage.

SINGED: Blanche Sweet — October 19. Blanche
is only 37, but she looks 67 in this picture.
Why don’t producers let these worn out stars
alone and use new talent. This picture is pass-
able, but nothing to write home about. We are
glad it is over with. We are not as strongly
sold on Fox now as we were about 60 or 90
days ago. Maybe they will come through, but
they’ve looked the same way several seasons
before to my certain knowledge and sad experi-
ence. Six reels. — P. E. Mooris, Regent theatre,
Indianola, Miss. — General patronage.

THE FIGHTING BUCKAROO: Buck Jones— A
real show. Will please. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

IS ZAT SO : George O’Brien — Real entertain-
ment. You cannot go wrong on this one. Boost
it. Fox service and treatment wonderful. Six
reels. — S. G. Fry, Palace theatre, Mt. Pleasant,
Tex. — General patronage.

MY OWN PAL: Tom Mix — Very good picture.
Six reels. — Earl Somerville, Opera House, Ray-
mond, Minn. — General patronage.

THE JOHNSTOWN FLOOD: Special cast— A
great picture. Should make money for any ex-
hibitor. Book it and step on it. Seven reels. — -
Earl Somerville, Opera House, Raymond, Minn. —
General patronage.

MARRIED ALIVE: Matt Moore — Pretty fair
entertainment, consider good program picture.
Five reels. — S. G. Fry, Palace theatre, Mt. Pleas-
ant, Tex. — General patronage.

HARD BOILED: Tom Mix — Very good show.
All Mix pictures are very good. Five reels. — -
Earl Somerville, Opera House, Raymond, Minn. — -
General patronage.

A MAN FOUR SQUARE : Buck Jones— A very
good show, sure to please. Six reels. — Earl

November 19, 1927

EXHIBITORS HERALD

63

CAMBRIDGE, 0., November 6, 1927.

DEAR HERALD:

I haven’t been able to call on many of the boys this past week because I have been
sickern Crocket Brown’s Bullfoundland pup full of green watermelons, and you will
agree that that is pretty sick, but the sun has broken through the clouds and rain and
soot this morning and things begin to look different.

We were driving from Kent to Canton the other day when all at once, and without
any warning, the sun broke through the clouds for a moment and I was so surprised
that I stopped the car and said, “Look up there, Marie, do you see that sun? Is it
possible we are back in Nebraska and don’t know it?” Then it started to drizzle
and in a few moments it was snowing, then it started drizzling again and kept it up
until this morning and my angelic disposition has turned a complete flip-flop and
we are ready to fight a flock of Bengal tigers bare-handed. That’s our present
condition.

There's a longing in my breast
To turn around and go back W est
Where the glorious sunshine floods the golden grain,

Where the suti shines every day
And you always want to stay
W here the days and nights seem just about the same.

There’s a comradeship out there
That you seldom find elsewhere
And you never feel that you are quite alone,

Where the bobolink and jay
Sing their carols every day
And makes one feel that he is ulways right at home.

If someone will set these verses to music and will publish the song it ought to
make a big hit and I will be willing to split 50-50 with him, which ought to be fair
enough, but they will have to speak to the HERALD about it first.

Yesterday we crossed the Pennsylvania railroad three times in six miles. At one
crossing there were three crosses, at another five and at the third one there were eight,
denoting that that many people had lost their lives at these crossings, and the thought
came to me that if this ratio was maintained throughout the length of this system it
was about time Ohio woke up and passed a law compelling the placing of watchmen
at these grade crossings. They pass laws safeguarding property rights, why not human
lives as well? Sixteen human lives in a distance of six miles is too great a forfeit to
pay in the interest of commerce.

The Herald Fills a Want None Others Can Do

A new theatre is under construction at Dover and will be opened soon. Dover
already has three and that is one too many for the town. Somebody is going out
of the theatre, business in Dover, we don’t know who it will he but Dover can’t
support four theatres.

Some theatremen don’t seem to have learned that the war is over and have for-
gotten the collapse in all lines of business at the end of that period, and it will
probably take another jolting up to remind them of it, and they are going to take it,
too, and that before long.

The Herald Fills a Want None Others Can Do

In the Kent theatre at Kent the other night I saw Marion Davies in “The Fair
Co-Ed.” I never was very crazy about Marion, in fact I never saw her in anything
before that should incline men to go loony, but in this picture Miss Davies does
some remarkable work and makes a college comedy that ranks well up to the top.

The college put a ban on automobiles and the conveyances used by the students
when they were gathering for the fall term made about the funniest scene I have
witnessed in many a day. Perhaps one reason why I liked this picture was on
account of Edward Connelly, who played the character of the dean of the college
who banned the flivvers and other like conveyances. I have always liked Edward
ever since I saw him in “Shore Acres.” In fact, I have never seen him in anything
where he didn’t play his part well, and I might add, to perfection. “The Fair
Co-Ed” is good entertainment, and if you ask me I would say you should play it, but
then you didn’t ask me.

The Herald Fills a Want None Others Can Do

Last night I saw another college picture in the Colonial here in Cambridge. Mr.

( Continued, on following page )

Somerville. Opera House, Raymond, Minn. — Gen-
eral patronage.

THE BEST BAD MAN: Tom Mix— A real
good picture. Will please all. Six reels. — Earl
Somerville, Opera House, Raymond, Minn. — Gen-
eral patronage.

Gotham

THE SILENT POWER: Ralph Lewis— No
particular hit, but Ralph Lewis’s presentation
of his part was appreciated. — Giaeoma Brothers,
Crystal theatre, Tombstone, Ariz. — General pat-
ronage.

Metro-Goldwyn-Mayer

ROOKIES: Dane-Arthur — 51%. October 30.

Very good comedy. Pleased 100 per cent but
print we received was terrible. Service rend-
ered us out of Portland exchange has been very
poor. Six reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

ROOKIES: Special cast — A real knockout of
a show. Get this one and step on it. You will
knock ’em cold. One of the best comedy-dramas
I ever saw. Seven reels. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

TWELVE MILES OUT: Special cast — 75%.
November 6-7. This is a great picture. The
stars, Gilbert, Torrence and Joan Crawford, are
fine. An interesting story. Gave general satis-
faction.— Bert Silver, Silver Family theatre,
Greenville, Mich.

FLESH AND THE DEVIL: John Gilbert—
71%. September 15-16. The contents of the pic-
ture, or rather the way it is shown, is nothing
extra ; however, the picture is well acted and has
some beautiful scenes but I would not advise any
small town to show it on account of a few sug-
gestive scenes. Nine reels. — Aubrey Swearingen,
Crescent theatre, Woodville, Tex. — Small town
patronage.

SPRING FEVER: William Haines — October
20. This is a story of the smart-aleck and the
golf course, and a beautiful girl, played by Joan
Crawford. This is the sort of entertainment
they are looking for. Deliver us from such stuff
as "Firemen Save My Child,” “Tell it to
Sweeney” and “Now We’re in the Air,” they
are terrible and right at the top of Paramount’s
list in rentals. “Spring Fever” is light, bright,
snappy, full of romance, pep and comedy. They’ll
like this one. Seven reels. — P. E. Morris, Regent
theatre, Indianola, Miss. — General patronage.

THE BUGLE CALL: Jackie Coogan — Octo-
ber 12. Hokum from the start. Will appeal to
the children, but the younger set will surely pass
it up. Our business was terrible with it, and I
will be glad when the last Coogan is played. No
more for us. Seven reels. — P. E. Morris, Regent
theatre, Indianola, Miss. — General patronage.

THE CALLAHANS AND MURPHYS: Special
cast — A knockout of a comedy drama. Cannot
see why some exhibitors knock this picture. Seven
reels. — Earl Somerville, Opera House, Raymond,
Minn. — General patronage.

THE CALLAHANS AND MURPHYS: Special
cast — October 22. A very ordinary picture, noth-
ing to rave about. — Edmunds & Case, Opera
House, Paw Paw, 111. — Small town patronage.

ON ZE BOULEVARD: Special cast — A good
picture, Will please, so we should worry. Seven
reels. — Earl Somerville, Opera House, Raymond,
Minn. — General patronage.

THE ROAD TO ROMANCE: Ramon Novarro
— October 17. Business on this was nothing to
brag about, but it is a picture that will appeal
to the higher class of patronage. It is a beautiful
production, with some inconsistencies, but will
be overlooked because of the delightful romance
between Novarro and Marceline Day, who is
splendid in her part, as is also Novarro. There
is a good deal of action, very little comedy and
as stated, lots of romance, and beautiful sea
scenes. Play it. Eight reels.— P. E. Morris,
Regent theatre, Indianola, Miss. — General pat-
ronage.

TELL IT TO THE MARINES: Lon Chaney—
A dandy picture. You will make no mistake on
this one. Seven reels. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

DESERT’S TOLL: Special cast — A very good
picture. Seven reels. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

WINNERS OF THE WILDERNESS: Special
cast — Very good picture. Seven reels. — Earl
Somerville, Opera House, Raymond, Minn. — Gen-
eral patronage.

THE TEMPTRESS: Greta Garbo — A real good
picture. Drew a good house and pleased real

well. Eight reels. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — All Coogan pictures are very good and
this one is no exception. — Earl Somerville, Opera
House, Raymond, Minn. — General patronage.

Paramount

TEN MODERN COMMANDMENTS: Esther
Ralston — 33%. October 26. Excellent entertain-
ment. Pleased all who saw it. Seven reels. — -
A. G. Witwer, Grand theatre, Rainier, Ore. — -
General patronage.

THE POTTERS: W. C. Fields— 50%. October
25. Here’s a good picture vex-y true to life. Not
much drawing power. Seven reels. — Robert K.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

SENORITA: Bebe Daniels — 20%. November 1.
A fine picture well acted. Came a big storm
20 minutes before show time, that is what made

the percentage what it is. Took in $1,500 and
lost some money. Eight reels. — Robert K. Yancey,
Bonny theatre, Mansfield, Mo. — General patron-
age.

HOLD THAT LION: Douglas MaeLean— 25%.
November 3. This is a good farce comedy. Funny
and entertaining. — Bert Silver, Silver Family the-
atre, Greenville, Mich.

TOO MANY CROOKS: Mildred Davis— 79%.
November 4-5. Ran this on double feature pro-
gram with “The Gingham Girl.” Just an average
picture. Six i-eels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Slmall town patronage.

MAN POWER: Richard Dix— 11%. November
11. A good program offering and pleased all who
came. Business light on account of stormy
weather. Seven reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — Gemei-al patronage.

KID BOOTS: Eddie Cantor — 43%. November
5. One of the cutest pictures it has been our
pleasure to show. Pleased our small audience
about 100 per cent. The work of Eddie when

64

EXHIBITORS HERALD

November 19, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page )

Johnson was playing “The College Widow” with Dolores Costello. I paid 40 cents
and it was worth it, and the house was jammed for two performances and the audi-
ence seemed well entertained and satisfied. Looks like these college pictures are
going to push the Irish-Jew comedies off the screen. All right, I’m willing if they
will keep George Sidney and “Mamma” and Charley Murray at work at something
else, but I don’t want them to slow up.

I found Mr. Johnson a delightful gentleman to meet and he impressed me as a
showman of more than ordinary ability. Wish we had more like him.

The Herald Fills a Want None Others Can Do

It is a pleasure to run onto an old time showman who used to play the legitimate
and who can recount the names of many of the old timers familiar to us. I found
one such in F. L. Bowers of the Union Opera House at New Philadelphia. The
Union was built 35 years ago by Mr. Bowers’ grandfather and it has remained in the
family ever since and F. L. has grown up in the business and is still in it with his
heart and soul, although he longs to go back to the days of Primrose & West, Lou
Dockstader, Henrietta Crossman, Maude Adams and many other old timers who still
hold a warm place in his heart. I don’t blame him, I do too. There’s a lot of this
canned pork and beans that sour on the stomach of those who know the real thing,
and Mr. Bowers does.

The Herald Fills a Want None Others Can Do

Just got a letter from Miss Esther M. Anderson, secretary of the M. P. T. 0. A. of
Nebraska and Western Iowa, inviting me to attend the annual convention to be held
in Omaha November 14-15. Now wasn’t that just too sweet of Esther to think of me?
She always does that, that’s why I hope she will always be the secretary of the asso-
ciation, but how the dickens am I to get there? It is something like 2,000 miles
from here to Omaha and 6,000 if you have to drive Iowa’s mud. Micky Larson will
be there, and so will Elmer Gailey, that bullhead fisher at Wayne, and so will Creel
and Kennedy and Doc Childs and VanTassel and J. E. Kirk and that Jewish Rabbi
and gosh only knows how many more of the old guard that I would love to meet,
but can’t, and that just makes it terrible, and I doubt if Miss Anderson thought of
that when she sent me the invitation.

Tlie Herald Fills a Want None Others Can Do

There, the wind is off Lake Erie and it has clouded up again and looks like it
would snow. It is one of those kind of days that makes a fellow want to get an
ax and pound his grandmother over the head. My disposition has run amuck, but
I’m headed west, and in that there is some consolation.

The Herald Fills a Want None Others Can Do

I see by the press that another prominent star has sued her hubby for divorce on
the grounds of cruelty. What’s this country coming to anyway? A man has a right
to pound his wife over the head with a club if he wants to, why not? This “cruelty”
stuff makes me laugh, but then it looks better in print than some other charges they
could bring. I know a wife I’d like to see some fellow try that cruelty stunt on
once; he’d go home on a stretcher.

Every hubby in Hollywood is in danger, every one of ’em except Will Rogers, and
Bill says he is different from most actors, in that he has the original wife he started
with, which only goes to prove what a woman can put up with if she has a mind to.
Oh “cruelty” thou doest cover a multitude of sins.

The Herald Fills a Want None Others Can Do

Can’t understand why I don’t get a letter from that boy Hodges. But then Hodges,
you know, is out in Hollywood mingling with that silk stocking brigade and of course
hasn’t time to write us hicks. He wrote me once and made certain suggestions, which
I followed, but he neglects to inform me of results. A letter addressed to me in
care of the HERALD would be forwarded to me provided Eagle Eye Joe got up in
the morning in time to forward it, which he doesn’t. If Hodges is a married man
I hope he lays off that “cruelty” stuff, which I think he will.

Should your hubby get to flirting with the stars
And keep you ever fretting in a stew,

Just sue him for divorce.

For “Cruelty," of course.

Then let THE HERALD FILL A WANT NONE OTHERS DO.

J. C. JENKINS,
The HERALD Man.

he uses his left hand to make his girl believe
he is with another woman is clever to the point
of perfection and worth the price of admission
if there were nothing else to the show. Billie
Dove is wonderfully pretty. If I were as fickle
as J. C., I’d name my car Billie. Six reels. —
Clarence E. Hopkins, Hopkins theatre. Cotter,
Ark. — Small town patronage.

THE KID BROTHER: Harold Lloyd— 95%.
October 23-24. If you can buy this picture right,
play it, but let us tell you not to promise your
patrons too much, as you may hear of it again.
We had some very good comments. A few who
did not like it. If you can play it without
raising your admission, and with some extra
advertising, it will make you money. Personally,
we don’t see anything to rave about in this
picture. Just an ordinary comedy feature. —
J. S. Landry, Columbia theatre, Morganza, La. —
Small town patronage.

THE KID BROTHER: Special cast— 70%.
October 23-24. People enjoyed it. This is better
than the last two. This is a comedy-melodrama
with a real plot. Backwood small town story.
Harold is there with the laughs and Jobyna

Ralston furnishes the proper incentive for
Harold, the kid, to tie into the villain and
“bring him in.” Several reels show fight and
chase on a deserted ship, much to the delight
of a million or so kids who tore off the roof.
Harold seems to hold popular interest. — Philip
Rand, Rex theatre, Salmon, Idaho. — Small town
patronage.

THE SONG AND DANCE MAN: T. Moore-
Love — 30%. October 9. Old but good and the
print we received out of New Orleans exchange
was okay. — J. S. Landry, Columbia theatre,
Morganza, La. — Small town patronage.

VARIETY : Emil Jannings — 15%. October 5.
A good feature which we should have played on
Sunday instead of Wednesday. Pleased all.—
J. S. Landry, Columbia theatre, Morganza, La. — -
Small town patronage.

FIGURES DON’T LIE: Esther Ralston — Octo-
ber 7. This Esther Ralston girl has certainly hit
the popular fancy with her last three or four
pictures, especially “Ten Modern Commandments”
and this one. “Figures Don’t Lie” is a nice
piece of entertainment for anybody’s screen. The

big circuits are making a mistake, I believe, by
placing this in their cheap or second runs. This
belongs in the best theatre, for the reason it
possesses what the people pay to see — entertain-
ment. I played it before it was reviewed, but
had I known in advance that it was the picture
it is, would have played it on my feature nights.
It’s good, take my word. Six reels. — P. E.
Morris, Regent theatre, Indianola, Miss. — Gen-
eral patronage.

SWIM GIRL SWIM: Bebe Daniels— Very good
indeed. Plenty of action and comedy. Miss
Daniels handles her part very well. I would
class her work in this picture as Harold Lloyd
stuff, as this is a typical Lloyd picture, and I
doubt if he could have done better. I doubt
if the appearance of Gertrude Ederle in the last
reel or two gives this picture any greater box
office value. Seven reels. — O. B. Junkins, Man-
zanita theatre, Carmel Cal. — General patronage.

THE WAY OF ALL FLESH : Emil Jannings—
We did not do the business with this that our film
rental should justify. However, we got splendid
cooperation with the church element and it drew
folks who seldom come to the theatre. It is a
powerful drama with a moral, if one is looking
for that (I couldn’t see a powerful moral in it)
but the preachers, who saw it at a private
screening, stressed this phase of it in their recom-
mendation to their congregation, and also the
wonder work of Jannings. Phyllis Haver is fine
in her part, which is obnoxious for the reason
that she plays the part of common street
walker. If this can be bought right, play it,
but let your pastors see it at a private screening.
Eight reels. — P. E. Morris, Regent theatre,
Indianola, Miss. — General patronage.

TELL IT TO SWEENEY: Special cast— This
is sorry, that is the only way to explain it.
If you have it bought I pity you ! This is about
three times worse than “Now We’re in the Air”
which is plenty terrible. If you don’t believe
just wait till you play it then you’ll know. Six
reels. — P. E. Morris, Regent theatre, Indianola,
Miss. — General patronage.

THE MYSTERIOUS RIDER: Jack Holt— A
good Western picture, the kind that makes
business for a small town. — Edmunds & Case,
Opera House, Paw Paw, 111. — Small town pat-
ronage.

BORN TO THE WEST: Jack Holt— October
8. While this is a little old we had a good busi-
ness as all good Westerns are good for small
towns. — Edmunds & Case, Opera House, Paw
Paw, 111. — Small town patronage.

PARADISE FOR TWO: Richard Dix— Octo-
ber 30-31. Many good comments on this one,
and I know it drew twice what that next rough-
neck offering “Knockout Riley” will draw. Why
not keep Dix in these dandy comedy dramas
instead of the barroom hum sort of pictures.
Do the sapheads think we can coax any ladies
inside with such cities as “Knockout Riley 7”
Seven reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

MANTRAP: Clara Bow— October 15. Our
patrons considered this just an ordinary picture,
nothing to rave about in the least. — Edmunds
& Case, Opera House, Paw Paw, 111. — Small
town patronage.

Pathe-P D C

THE FIGHTING EAGLE: Rod LaRocque—
75%. October 21-22. A very fine picture. Many
comments on it. Hope the rest of the pictures
of the new organization are as good. Nine
reels. — Earl Harman, Odeon theatre. Cottonwood
Falls, Kan. — General patronage.

THE FIGHTING EAGLE: Rod LaRocque —
October 25. We thought this a mighty fine pic-
ture, but a reel or two too long. It seemed to
please, but my folks are not strong for this
costume stuff. Phyllis Haver had a nice part
in this and made a creditable impression. We
are looking forward to her future pictures. Nine
reels. — P. E. Morris, Regent theatre, Indianola,
Miss. — General patronage.

THE BIG SHOW: Special cast— 57%. October
27-28. Fair picture. Plot o. k. Circus scenes
missing. Not what one expects. One elephant
does some villainous work, the rest more or less
fakes. People did not comment one way or
another. Some producer, some day, will make a
great hit by reproducing a great big circus scene
by scene not forgetting the sideshows. A plot
wouldn’t be needed. People love animals 1 Just
reproduce Barnum and Bailey and let it go at
that. — Philip Rand, Rex theatre, Salmon, Idaho. —
Small town patronage.

NOBODY’S WIDOW: Leatrice Joy— 15%.

November 1. A good program picture. — Bert

November 19, 1927

EXHIBITORS HERALD

65

Silver, Silver Family theatre, Greenville, Mich.

FOR ALIMONY ONLY: Leatrice Joy — 30%.
October 30. Here is one nice little picture which
keeps you interested all through the seven reels.
A picture you will not regret playing. A pic-
ture your patrons will appreciate. Play it by
all means. We play all Miss Joy’s pictures. She
is a New Orleans girl and some of our patrons
know her personally. — J. S. Landry, Columbia
theatre, Morganza, La. — Small town patronage.

WILD OATS LANE: Viola Dana— 40%. Octo-
ber 16. — Good feature. Pleased all. — J. S. Landry,
Columbia theatre, Morganza, La. — Small town
patronage.

LONG LOOP ON PECOS: Leo Maloney— 47%.
September 17. Fair Western for shoot-’em-up
houses. I don’t like to have my screen shot full
of holes and left bloody but if your patrons enjoy
it what are you going to do? Five reels. — Aubrey
Swearingen, Crescent theatre, Woodville, Tex. —
Small town patronage.

KEEP SMILING: Monty Banks— 19%. Owing
to bad weather my crowds were small but all
who saw it were well pleased. A six reel comedy
that will keep them laughing. — Aubrey Swear-
ingen, Crescent theatre, Woodville, Tex. — Small
town patronage.

AN ALASKAN ADVENTURE: Art Young—
50%. November 2. This is a wonderful picture.
You have got to see it to appreciate its great-
ness. Should run a short feature with it. Four
reels. — Bert Silver, Silver Family theatre, Green-
ville, Mich.

INTRODUCE ME: Douglas MacLean— 69%.
October 13-14. Old and the picture shows it
but it went over fine here. I had a good print
out of Dallas. Six reels. — Aubrey Swearingen,
Crescent theatre, Woodville, Tex. — Small town
patronage.

STOP, LOOK AND LISTEN: Larry Semon —
31%. October 3-4. All who saw it liked it very
well as they were very fond of Semon but the com-
edy could have been put in three reels as easily.
Six reels. — Aubrey Swearingen, Crescent theatre,
Woodville, Tex. — Small town patronage.

THE YANKEE CONSUL: Douglas MacLean —
27%. September 22-23. Not as good as his later
pictures but will please yet in small towns. Six
reels. — Aubrey Swearingen, Crescent theatre,
Woodville, Tex. — Small town patronage.

AMONG THOSE PRESENT, and NOW OR
Never: Harold Lloyd — 25%. October 20-21. Ran
a comedy program with these and sure gave my
patrons a good laugh. “Among Those Present”
is the better of the two. Three reels each. —
Aubrey Swearingen, Crescent theatre, Woodville,
Tex. — Small town patronage.

THE ANGEL OF BROADWAY: Leatrice Joy—
November 2. Boys, if you wish to give your
patrons a real treat, something true to life, with
a real moral, that was directed as “we” would
have directed it — Thanks to Lois Weber — and with
photography and acting of the very best, give
your friends “The Angel of Broadway.” Yes,
it will leave that desired effect and when your
show is over, for once, unless I am a fish, you
will be somewhere near your doorway. Just for
once forget to crab about that bunk, “The Box
Office,” and give your folks a real show. Seven
reels. — Frank Kruse, Auditorium theatre, Glen-
dale, Ore. — General patronage.

THE ANGEL OF BROADWAY: Leatrice Joy
— October 27. The producers and reviewers think
this sort of hokum is bread to the small town
element, because they force a moral at the close
of the picture. They are dead wrong, this mix-
ture of religion and night clubs has no place
on the screen and folks resent it even though
they might not be members of the church or
regular attendants. Keep religion off the screen,
that is what I say about it. This picture did
not please because of the mixture of night club
life and faking religion. Seven reels. — P. E.
Morris, Regent theatre, Indianola, Miss. — Gen-
eral patronage.

WHITE GOLD: Special cast — Did not draw
well but it pleased those who came. Fine photog-
raphy and well acted, but no drawing power.
Seven reels.— Giacoma Brothers, Crystal theatre.
Tombstone, Ariz.

Rayart

THE LAST ALARM: Wanda Hawley— Thrills
galore and gave satisfaction. Six reels. —
Giacoma Brothers, Crystal theatre, Tombstone,
Ariz. — General patronage.

United Artists

THE WINNING OF BARBARA WORTH:

Special cast — 77%. November 2-3. A big special

Regrets

It is with regret that we learn that
Ben L. Morris, Temple theatre, Bel-
laire, O., has made his last report to
this department as a theatre manager.
Every reporter to this department
wishes you happiness.

A Welcome

We welcome to this department J.
T. Anderson, Opera House, Plankin-
ton, S. D. We hope, Mr. Anderson,
you will become one of our regulars.

that drew well, and gave the best of satisfaction.
Nine reels. — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

THE WINNING OF BARBARA WORTH:
Special cast — November 1-2. A good picture that
drew the beet crowd of the season and seemed
to please all. Nine reels. — G. E. Wendel, Opera
House, Smithland, la. — Small town patronage.

THE NIGHT OF LOVE: Special cast — Another
one of those things, Colrnan and Banky are
quite popular and are clever artists but this
type of picture is about taboo. The young peo-
ple don’t care for it unless it is “hot” enough
to keep them amused. There are some very
suspensive situations, and massive settings. Con-
siderable sympathy is aroused for hero and
heroine. Eight reels. — O. B. Junkins, Manzanita
theatre, Carmel, Cal. — General patronage.

Universal

THE LOVE THRILL: Laura LaPlante— 39%.
October 21. Nice little comedy drama. Pleased
patrons generally. Six reels. — A. G. Witwer,
Grand theatre, Rainier, Ore. — General patronage.

PAINTED PONIES: Hoot Gibson— 85%.

November 3. Our first Hoot. Good entertain-
ment. Our fans seem to want this gentleman in
straight Westerns. Good percentage on account
of cash night. Six reels. — -9. G. Fry, Palace
theatre, Mt. Pleasant, Tex. — General patronage.

BUCKING THE TRUTH: Pete Morrison.—
70%. October 29. Not so worse. Believe this
is better than the average cheap Western. At-
tendance good on one night, Saturday. This is
a straight Western, no comedy in it. — Philip
Rand, Rex theatre, Salmon, Idaho. — Small town
patronage.

FAST AND FURIOUS: Reginald Denny—
65%. August 22-23. It sure is fast and furious.
If Denny wrote the story, don’t stop him, Univer-
sal, let him write some more as good. — 'Earl
Harman, Odeon theatre, Cottonwood Falls, Kan. —
General patronage.

FAST AND FURIOUS: Reginald Denny — Good
program picture. — Giacoma Brothers, Crystal the-
atre, Tombstone, Ariz.. — General patronage.

PAINTING THE TOWN: Special cast— 76%.
September 28-29. It’s a real one. Step on it.
Charlie and Harold will have to look out for this
boy. Glen Tryon has landed and is on his way.
Patsy Ruth Miller is already there.— Earl
Harman, Odeon theatre. Cottonwood Falls, Kan.
— General patronage.

RANGE COURAGE: Fred Humes— 26%. No-
vember 2. Good program Western. Seemed to
please fans generally. Five reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

THE SILENT RIDER: Hoot Gibson— 36%.
October 8. Not as good as the usual Hoot Gibson
but he always gets a good crowd. Uncle Carl,
a lot of the exhibitors were afraid you would
make something out of Hoot ; that is why they
want him in straight Westerns but the public
is calling for more hit and run pictures. — Aubrey
Swearingen, Crescent theatre, Woodville, Tex. —
Small town patronage.

THE SILENT RIDER: Hoot Gibson— 10%.
October 26. Very good picture. Can’t see how
they get the title. — J. S. Landry, Columbia the-
atre, Morganza, La. — Small town patronage.

HER BIG NIGHT: Laura LaPlante— 83%.
September 19-20. Yes, it was Laura La Plante
that stars in a real comedy knockout. If you
haven’t played it, book it now. Small towns,
this is the kind you can bill your slate with.
To Carl Laemmle: Give us more like this and
I am yours truly. Not big but good. Seven
reels. — Aubrey Swearingen, Crescent theatre,
Woodville, Tex. — Small town patronage.

HER BIG NIGHT: Laura La Plante — Novem-
ber 3-4. An extra good picture with plenty of
comedy situations. Some clever double exposure
camera work in the last reel. Pleased all of
’em. Eight reels. — Wm. E. Tragsdorf, Trags the-
atre, Neillsville, Wis. — Small town patronage.

THE DENVER DUDE: Hoot Gibson— 30%.
October 8. Another good one from Hoot. Plenty
of comedy and that is what they like. — J. 9.
Landry, Columbia theatre, Morganza, La. — Small
town patronage.

THE WHOLE TOWN’S TALKING: Laura La
Plante — 73%. October 13-14. More of this kind
if you want to please your audience. Fine.
Thanks to Universal. Seven reels. — Aubrey
Swearingen, Crescent theatre, Woodville, Tex. —
Small town patronage.

CHIP OF THE FLYING U: Hoot Gibson—
95%. October 29. Not much Western to this,
mostly comedy. A good picture with a good
drawing power. Seven reels. — Robert K. Yancey,
Bonny theatre, Mansfield, Mo. — General patron-
age.

THE CHINESE PARROT: Hobart Bosworth—
We aren’t going to pan this picture, because
personally thought it pretty good. Our box office
didn’t say so, nor most of our patrons. Fair
picture, no special or Jewel. Seven reels. — S.
G. Fry, Palace theatre, Mt. Pleasant, Tex. —
General patronage.

THE CAT AND THE CANARY: Laura La
Plante — October 26-27. More comments on this
than any picture we ever ran. Step on it, it’s
a knockout. — Earl Harman, Odeon theatre, Cot-
tonwood falls, Kan. — General patronage.

HIDDEN LOOT: Jack Hoxie— October 29. A
good Hoxie picture for Saturday night. Seemed
to be a little better than the usual run of
Hoxies. Five reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

THE MIDNIGHT LIMITED: Wanda Hawley—
Wanda does not draw for us. Only comment on
the picture was that it had an odd ending. Six
reels. — Giacoma Brothers, Crystal theatre. Tomb-
stone, Ariz.

A CHEERFUL FRAUD: Special cast^-When
Universal has to resort to Reginald Denny feel-
ing a girl’s knees to arouse entertainment on the
exhibitor’6 part, it is time to rise up and ascer-
tain what is the cause of so much smut in pic-
tures. If the director is to blame why does not
the producer fire him? Uncle Carl, do you ap-
prove of smut or do you not ? This picture apart
from a few situations is an excellent one, cast
unusually good. This is one on the farce type.
Seven reels. — Philip Rand, Rex theatre, Salmon,
Idaho. — Small town patronage.

Warner Bros.

HIS JAZZ BRIDE: Marie Prevost— 100%.

October 22. What’s the matter ? What’s the mat-
ter ? Biggest Saturday night crowd ever ! Was
it just happenstance, the warm night or the girl ?
Or are people tired of the usual Saturday night
Western and wanted a change? Will try another
Warner comedy drama again some Saturday night
and find out for sure. All enjoyed the play.—
Philip Rand, Rex theatre, Salmon, Idaho. — Small
town patronage.

THE HEART OF MARYLAND: Dolores Cos-
tello— A civil war story of lovers, spies and of
the girl that clung to the bell to save her lover.
Not a special as Warner would have you believe,
but should give satisfaction. Six reels. — O. B.
Junkins, Manzanita theatre, Carmel, Cal. — Gen-
eral patronage.

State Rights

DEMPSEY-TUNNEY FIGHT: One of the best
fight films I have ever shown. Will make you
some real money. — Earl Somerville, Opera House,
Raymond, Minn. — General patronage.

THE FIGHTING FAILURE: Special cast— A
real show, much better than the average picture.
Is sure to please 100 per cent. Six reels. — Earl
Somerville, Opera House, Raymond, Minn. — Gen-
eral patronage.

SAVAGE PASSIONS: Alice Calhoun— A goocl
picture. Will please, so we should worry. Fiye
reels. — Earl Somerville, Opera House, Raymond,
Minn. — General patronage.

66

EXHIBITORS HERALD

November 19, 1927

CHICAGO PERSONALITIES

= By W. W. =

BY the time you read this, you no doubt have made reservations for
the big motion picture banquet and ball to be held Friday night
at the Stevens hotel. But, if by some chance you haven’t, you had
better get busy. The entertainment committee is promising big things,
and the announcements say it will be formal in dress, but not in conduct,
so you can draw your own conclusions.

From seven until nine Jimmie Hen-
schil’s Orpheum Syncopators will enter-
tain with orchestra music. The big ban-
quet begins at nine and lasts until mid-
night, during which time acts from all
the big Chicago theatres will add their
bits of merriment to the affair, and com-
munity singing will tax the tonsils of all
the song birds, and by midnight there
should be plenty of song birds present.
A motion picture specially prepared by
Nat Wolf and aids will be another di-
vertissement at this time.

From midnight until three a. m. there
will be dancing to the music of the

Palace theatre orchestra, and a gala
carnival will be the climax to the frolic.
Get out the old soup and fish, and any
accessories that you think will be needed.
* * *

Joe Sherookas, who operates the Oak
Park and Southern theatres, opened his
new Ogden theatre at California and

Ogden avenues last Wednesday. The

theatre, seating 600, is said to be one of
the most modern and best equipped
theatres in the country.

* * t-

The Maplewood theatre, operated by
Brotman & Sons, has been entirely re-
built.

Ed McEvoy, home office representa-
tive of F B O, arrived in town last Mon-
day and will spend a month with the
Chicago boys. McEvoy is not a bit
“Scotch” when it comes to giving praise
for the F B O product. He knows his
pictures.

* * *

A. B. C. McCollum, who operates the
Lorraine theatre at Hoopeston, 111., was
seen along the row last Friday.

* * *

Mr. and Mrs. James Bikos of Gary
have a new son. And they are soon to
have a new theatre also. The theatre,
to be called the Roxy, is now under
construction. With a new son and a new
theatre to manage, life should at least
be interesting for the Bikos.

:{c sfc s-c

John Miller opened his new one thou-
sand seat theatre, the Miller, in Wood-
stock on Nov. 8, and two capacity houses
made the opening an auspicious one.

* * *

Jack Freeman, an old timer as a Chi-
cago exhibitor, was down the row last
week. He says he is soon to open
another house.

Mr. and Mrs. Joe Lyon last Friday
evening gave a farewell dinner for Mr.
and Mrs. Max Hyman, who are leaving
Dec. 1 for a trip around the world. Mr.
Hyman was the former owner of the
Avon.

* * *

Fred Martin, formerly manager of the
United Artists exchange at Indianapolis,
has been made office manager for the
Chicago branch of the same company.

The Chicago territory has been greatly
enlarged and C. C. Wallace is now sales
manager of the new division. We went
in to see Wallace Friday to learn all the
details, but he was too busy drawing
red and blue and green lines around his
territory on a big wall map to give us
much enlightenment. However, we do
know that friends are congratulating Mr.
Wallace on his promotion.

* * *

Sol Goldman has just joined Gotham,
and is serving as booker.

^

Pathe News missed a good chance for
a scoop last Thursday, when it failed to
record in films the record run of Fred
Aiken and Tom North from Indian-
apolis. The speedometer on their car
never registered less than 55 except
when they stopped for crossings. We
report this just to show how fast some
film men can be. We failed to learn why
the boys were in such a hurry to get
back to Chi.

* * *

And speaking of scoops, right here is
where I make a scoop that will beat
every Chicago paper. Hold everything,
for here it is. “Only 36 days until
Christmas. Do your Christmas shopping
early.”

* * *

The week of November 20 has been
set aside as Rally week for Pathe short
subjects. Jimmie Gillick has promised
a showing in 95 per cent of all Chicago
theatres. More than 300 theatres have
already signed up to show Pathe short
subjects during the week.

* * *

It looks like the boys at M-G-M will
do anything to start a “big parade.” Last
week Ishmael, Schwartz and Briketto
started one that was not altogether to
their liking. It seems that George Geh-
ring who operated the Rosewood theatre
offered to take the boys home from
work in his pre-war Cadillac. The old
bus slid along as smooth as greased
lightning until it got to Dearborn and
State. Then it chugged twice, and the
report of three backfires smote the air
and four policemen ran for cover. In-
vestigation showed that the car had
everything but gasoline. Ishmael said
he could start it and immediately put
his mouth over the gas tank and whis-
pered a few words about the product of
M-G-M. The car backfired three more
times and then died. When real gas was
finally obtained, there was a big parade
of street cars and trucks stretching far
into the background.

* * *

Carl Silverman is the latest member
of film row to purchase a new car. He
chose a Buick sport model.

* * *

The employes at Universal sang the
praise of Roy Alexander last week. He
gave them all a holiday on Armistice
day.

* * *

Miss Edna Frank, chief booker at
M-G-M, left last week on her vacation,
and she picked the delightful spot of
Bermuda to do her vacationing. Well,
it’s worth waiting until November to
take your vacation, if you can go to
Bermuda.

BANNER PRODUCTIONS
■presents

Rex Lease

Charlotte Stevens
James Gordon
Florence Turner
Ethel Grey Terry

Directed by

Phil Rosen i

Distributed by

Sterling Pidures
Distributing Corp.

For Illinois

GREIVER PRODUCTIONS

83 1 SOUTH WABASH AVE.,
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.

OF INDIANA

218 Wimmer Bldg., Indianapolis

MB

W

ByawwiWH— ■— l — I

The First Requisite

The first requisite of a good
performance is consistently high
screen quality in the pictures
you show.

Specify Eastman film for all of
your prints and look for the
words “Eastman Kodak” in the
margin of each reel. Then you
can be sure that you are getting
the finest photographic quality
obtainable in motion pictures.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

EXHIBITORS HERALD

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Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
IS79. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

November 26, 1927

at Two Dollat

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Advertisement

4

EXHIBITORS HERALD

November 26, 1927

eauGeste’WinsSeventh

Readers award highest honor
to stirring story of brotherly
love, produced by Paramount-
Famous-Lasky

HERBERT BRENON’S “Beau Geste” wins Photo-
play’s seventh medal of honor!

The readers of Photoplay Magazine have brought in
their verdict, and the highest award of all screendom
goes to Mr. Brenon’s filming of Percival C. Wren’s mystery
novel of the Foreign Legion.

Thus “Beau Geste” takes
its place beside the distin-
guished gold medal winners of
previous years: “Humor-
esque,” “ Tol’able David,”

“Robin Hood,” “The Covered
Wagon,” “Abraham Lincoln”
and “The Big Parade.” A
notable company, these seven,
all of them milestones of
screen progress.

Once again Photoplay
points with pride to the fine
discrimination shown by its
readers. Each year the vote
has grown heavier but each
year Photoplay’s readers
have revealed the same dis-
cernment and discretion in
making their selections.

Photoplay believes that its
seven reader awards really
represent the seven best
motion picture productions of
seven years.

When Photoplay first an-
nounced its annual award

seven years ago, it asked its TT , . D . „ . „

readers to consider each year s pictures and “Beau Geste” is his

maker of
best work

The fort bursts into flames. “Beau Geste” had not only
a fine theme of family loyalty but great spectacular appeal
and a thrilling mystery story

products from every angle.
Photoplay asked its readers to
go further than story, direc-
tion, photography and tech-
nical dexterity, to consider the
ideals and the aspirations be-
hind each production. Thus
Photoplay’s gold medal has
come to be the highest and
most valued prize in the whole
world of motion pictures. It
is, of course, the only award
coming directly from the public.

“■DEALT GESTE”isanunusual-
ly worthy production. The
screen has had few good mystery
stories. Mr. Brenon made an
unusually fine visualization of
the Wren romance, with its ex-
citing tale of a stolen sapphire,
“the Blue Water.” “Beau
Geste” presented a touching
story of brotherly love. In it,
three brothers — the Gestes —
shoulder the blame for the
theft of the famous sapphire, each
thinking to save his kin. Thus the
Gestes come to enlist in the Foreign
Legion. Through all the chain of
exciting adventures runs this theme
of unselfish brother love.

The background of the Foreign
Legion in the Sahara was superbly
handled by Mr. Brenon. The acting,
too, was unusually fine; Noah Beery,
William Powell, Ronald Colman,
Ralph Forbes, Neil Hamilton and
Alice Joyce giving admirable perform-
ances.

Photoplay is proud of the fact that
this year its gold medal goes to a
picture directed by a brilliant pioneer
of motion pictures. Herbert Brenon
was born in Dublin, Ireland, but came
to America at an early age. He has
been a maker of photoplays since the
early days of the screen.

Mr. Brenon made two of the first

Advertisement

November 26, 1927

EXHIBITORS

HERALD

5

Photoplay Medal of Honor

The

lm specials, “Neptune’s
laughter” and “The
laughter of the Gods,”
oth starring Annette
[ellerman and both re-
larkable productions of
leirtime. Asaproduc-
■ in his own name Mr.
renon made such note-
orthy pictures as “War
rides,” starring Alla
azimova, and “The
assing of the Third
loor Back,” in which
orbes Robertson was
le star.

For some years, Mr.
renon’s career was
udded with ill luck,
e was nearly killed
taking a picture, he was
irced into bankruptcy
V the war and he en-
xuntered enough vicissi-
■ides to swamp the
/erage man.

Mr. Brenon surmounted all these —
id came back to score an artistic and
3X office hit with his imaginative
Iming of Sir James Barrie’s “Peter
an.” Mr. Brenon fought his way
ack to the forefront of motion picture
takers and proved his abilities anew
ith “Beau Geste.”

Full credit must be given the Para-
tount-Famous-Lasky Corporation for
taking “ Beau Geste.” It is interest-
ig to point out that Paramount has
deased three of Photoplay’s gold
ledal pictures, “The Covered
^agon,” “ Beau Geste” and “ Humor-
sque.” In fact, this company filmed
lie first two.

The organization went to tremen-
ous expense in producing the Wren
ovel. A company of some two thou-
and players, technical workers, car-
enters, etc., lived in the Arizona
esert for three months filming the

Previous Winners
of Photoplay Medal

1920

(^Humoresque”}

~ 1921 ^

“Tol’able David”

1922

“Robin Hood”

1923

(^The Covered Wagon”)-

1924

“Abraham Lincoln’1

1925

Big Parade”

Sahara scenes. Mr. Brenon was given carte
blanche.

A* huge camp was built thirty miles
from the nearest habitation among the dunes.

In order to transport supplies and equip-
ment a great plank road was constructed.
Some fifteen hundred horses and fifty camels
were employed in the desert episodes.

In presenting its annual gold medal to

“Beau Geste,” Photoplay does not wish to
overlook the fine adaptation of John Russell,
the expert scenario of Paul Schofield and the
superb photography of J. Roy Hunt. Mr.
Hunt, in fact, is a veteran in the service of
Mr. Brenon and “shot” some of his best
pictures of past years.

William Powell, Ralph Forbes, Ronald Colman, Neil Hamilton
and Noah Beery in a memorable scene. “Beau Geste” had
truly an all-star cast

Adolph Zukor,
president of
Paramount-
Famous-
Lasky. Mr. Zu-
kor’s company
produced two
and d i s t r i b-
uted three of
the pictures
that have been
honored by
Photo play
Gold Medals

Advertisement

6

EXHIBITORS HERALD

November 26, 1927

the leading contenders foi
the 1927 Photoplay Medal

are Paramount Pictures too

Wings

4th Capacity Month at Criterion, N. Y., at $2

Harold Lloyd in

Speedy Produced by Harold Lloyd

Corp. A Paramount Release

The Wedding March

Masterpiece of Eric von Stroheim

Underworld

Record breaker in New York and throughout
country.

Way Of All Flesh

12 big weeks on Broadway. S. R. O. everywhere

Chang

Long runs everywhere for this daringly differ-
ent melodrama.

Beau Sabreur

Sequel to "Beau Geste” by same author, and
even bigger.

Gentlemen Prefer

Blondes Guaranteed success. From

world’s most famous book.

and seven other great Paramount Specials !

They Win The Box Office Medal Too

triumphant showing
at biggest first run

theatres

DeMille Studio Productions for
Pathe Release ««

with

exclusively featured at B. S. Moss’ Broadway
B. S. Moss’ Cameo, Paramount, Gaiety,
B. F. Keith's Hippodrome, Roxy and
B. S. Moss’ Colony — week of Oct. 29.

if pftfVOST

fSt&r

JITTA GOUDA!

"The Forbidden
Woman"

Cecil 6. DeMille's

Story by

Jeanie Macpherson

PATHE -FABLES

AND

Topics or the Day

PATHE

NEWS

Vera Reynolds

jk MAIN EVENT

1 LEATRICE JOY

!' IB J

THE ANGEL OF
BROADWAY"

Something to
Crow About!

Front

Page

Publicit

THE MORNING TELEGRAPH, SUNDAY, OCTOBER' . 30,- 1927,

PATHE CORNERS ENTERTAINMENT MARKET ON BROADWAY

ALLNEWYoIk MSGOAS

PAYS HOMAGE ' MIGHTYJiA-I

TO FINF FIIMS STUNS SHHWUCN

People Who

YORK AMERICAN-

Editorial TaUphooa. Buinort 1<M_

ii New Films on

This Week. .I@

, Forbidden W oman’ Jp

Cut outs ballyhoo Dress Parade

»mn v niPCnTCR

SUNDAY NEWS. OCTOBER 30. 1921

PATHE WEEK ON BROADWAY

300 West Point Cadets visit Strand

OCTOBER 31,

DAILY NEWS. MONDAY.

glorifies cadets

DRESS PARADE’

HOT ION PICTURE?-

====^£^^yj

ifeftJ"!,7ur>>

[[Vroa(iWUfJ,

's ‘Angel
utColony

JwisPMs )

Reasons

cRowing

Pathe Week in lights on Hipp

E>WQADWAV

»AT.«E

pathe

NEWS

PILM FABLES

’icture

In the center of Times Square

SHH

EvenbW> u

pathe Prize

Drama

the Roxy

eoile8c\
- • bat- '

IN THE NINE PICTURES FROM PATHE-DE MILLE STUDIOS ON BROADWAY THIS WE]

PLAYERS

Tie-up with War
Department

s '<■

'TisForta- WaUam-Soyd ra "Diets Vjn. R«m

p.ramoitnt Parade/' Strarid . Main J

he Wise Leatrice loyin “The Angel JeltaGcmdal
leatre of Broadway,” Colony den Woman

rie Ptevoit in ‘The GitI in Rudolph Schildkraut m“A PhyUu
Pullman/’ Hippodrome Harp in Hock. BroadVrafl^ Wife. Cam

‘^*nEMY

Showmanship
That Startled
The Industry

B. S; MOSS’ BROADWAY

It is estimated that more than one
million people in Greater New York
were entertained by Pathe Pictures
at Broadway’s biggest first-run
theatres during week of October 29.

B. S. MOSS’ CAMEO

PARAMOUNT

Newspaper Ads That
Pulled Them In

with Bessie Love

A Donald Crisp Production

Screen Play by
Douglas Z. Doty

from the story by
Major Robert Glasburn
lajor Alexander Chilton and
Herbert David Walter

movie

goers will
get many
a laugh ”

N. Y. Evening
World

praiseworthy
picture — one that
most movie-goers
Hill want
to see.”

N.Y. Daily
Mirror -Jr

with Victor Varconi
May Robson and
Clarence Burton

From a story by
Lenore J. Coffee

Directed by Lois Weber

PHYLLIS HAVER

Tom Moore, Jacqueline
Logan and Joseph Striker

Adapted by Zelda Sears
and Tay Garnett

from the story by
Arthur Somers Roche

Directed by E. Mason Hopper

Cecil B. DeMille’s

"'Ityxy
pictorial
a fight
knockout ’

N. Y. Daily

Story by

Jeanie Macpherson

f production
good, direct io
intelligent,
acting excelleih

Variety

" beSt

West Point
picture to
date”

N: Y. Daily
News

nm Gim

p«unjmj

wifh Harri
franklin P
Kathryn Mc(
Harry jy
ErIe C. Kento
Adapted
McGrew

>m "The Girl in
br Willson C,
Supervised

McGrew \*

uction

with Victor Varconi
and Joseph Schildkraut

Adapted by Clara Beranger
from an original story by
Elmer Harris

Directed by Paul L. Stein

with

Rudolph Schildkraut

and Junior Coghlan

A Renaud Hoffman Production

Adaptation and continuity by
Sonya Levien

From a story by
Evelyn Campbell

*o- /Da ’ re^

un\s’ Re*«*:

IfCwll'Ws-,

u’A'R CO

x office ret
?s'.°n eon

“SPRING FEVER
Minneapolis, boos
R News .

[Haines] at Toi
ed receipts, ret

£ov«'W t°„eRi°y*

£"od'**%!!Z'

WN°ns»

pair CO -ED" in ■ ,

•entury, Ba/tim ‘Dav,esJ
5^,1 'tlm°re. re/**.

GUARD

box-office WEEK AFTER

at your

EEK!

WHEN you read the
ACTUAL box-office figures
IN the trade press
YOU realize again and again
THAT Metro-Goldwyn-Mayer
IS the most dependable of all
ITS the week-to-week releases
THAT keep the seats filled!
M-G-M makes the great
WORLD-famous Road-shows.

o‘°^HDen7^ — _

Lo*s, S4P^Pu/arL^a^Vam] at"'
on *i

BUT equally important —
l-G-M is the dependable

y /* ♦

M-G-... „ ^ ^

SOURCE of picture su]

2v I?.

ROMANCE” fR-im u XO

M. P. hZ, n Nov‘TOi’ «*■«.

“fair co-ed” rn- • ,

State, Buffalo, wfim °Ut at

Oriental, Chicago, Up $4 000 Will-
Haines in ”SPRING FEVER
Variety . cvtK» reports

4 . . I -

8

EXHIBITORS HERALD

November 26, 1927

1

:

Produced for the Box Office-
the true Barometer of Succes

HERE’S

THE PICTURE

FOR YOUR

AUDIENCE!

HERE’S

THE

MONEY PICTURE
FOR YOUR

BOX OFFICE!

“THE

r ^

November 26, 1927

EXHIBITORS HERALD

9

Every Patron Becomes a Booster- Critic
for the World’s Funniest Screen Team:

TED McNAMARA

(“KIPER”)

SAMMY COHEN

(“LIPINSKY”)

The Comedy Team of
“WHAT PRICE GLORY”

Presented by

WILLIAM FOX

in

AY RETREAT”

i Rollicking Comedy Classic of War Daze and Parisian Nights

'fry by William Conselman and Edward Marshall, Adapted by Murray Roth and Edward P. Moran

BEN STOLOFF Production

ASK THESE SHOWMEN— THEY GOT RESULTS:—

Mike Commerford of Penna. Circuit — Alex Pantages of Los Angeles
A1 Boyd of Stanley Company — N. L. Nathanson of Toronto, Can.

ASK THEM WHAT THEY THINK OF “THE GAY RETREAT”

Get Wise to This, the Greatest Surprise Money-Hit of the Year!

“The Gay Retreat” Is a “Forward-March” for Prosperity!

OX PROFITS WITH FOX

picture will 1 1

What New York
Critics say:

“One of the stellar picture
plays of the year” — Mirror

“A picture that will strike
deep in the hearts and minds
of all. Don’t miss it.”

— A merican

“Scenes are great, grand
and powerful. Faithful to
the novel. Commands use
of kerchiefs.” — News

“Will be a box-office suc-
cess.” — Graphic

and from Film Daily

“An outstanding picture of
the season. Gets under the
skin. Is a superior film.”

NILS

as Kit in Later years

CARMEL

as the owner of the

ANNA Q. NILSSON

as the wife

ALICE JOYCE
as Fanmj Cjarland

UNITED ARTISTS PI

“Brings tears to the throat
— if not to the eyes.”

— T ele graph

“Creates deep impression.”

— T imes

Each picture sold individually — On merit

ike money-

it of it

99

VARIETY

The screen’s most
vivid love drama of

The most talked of novel in recent
years becomes the outstanding mo-
tion picture success of the decade.

Now Playing to tremendous busi-
ness at the Rivoli — United Artists
Theatre, New York City.

Joseph M. Schenck presents

A boy’s love for a girl

HERBERT

BRENON'S

PRODUCTION

andXON

WITH

hr/ u.d.u/a nurn

Warwick

Dee

WOLHEIM
qeant Buck.

H B WARNER
ANNA Q. NILSSON
ALICE JOYCE
NILS ASTHER
CARMEL MYERS

A mother s
love for
her boy

MICKEY
Me BAN
qs KIT in
uounqer
years

MARY NOLAN

as Molly Roland

NORMAN TREVOR

as Thomas Roland

12

E X H I B I 1 ORS HERALD November 26, 1927

Hr HE comedy pair that made
* millions laugh — COHEN
and KELLY — in a bigger,
even funnier laugh hit. Box-
office records everywhere show
“The Cohens and Kellys” way
at the top in the big-money
listings. And shrewd show-
men, who know, predict better
business for this new one.

Presented by CA
LAEMMLE

Starring George Sid
and J. Farrel MacDon,
With Vera Gordon, E
Price and Gertrude As
Adaptation and conti
ity by A1 Cohn. Story
pervision by Jose
Poland.

A WILLIAM
BEAUDINE
Production

BEAUTY, BRILLIANCE and
STRENGTH for YOU in

Fox Profit Pictures

for December

“SILK LEGS” — Another
MADGE BELLAMY HIT

ARTHUR ROSSON Production

Story by Frederica Sa^or

“THE WIZARD” — An

“COME TO MY HOUSE”
OLIVE BORDEN— TONY MORENO

ALFRED E. GREEN Production
Slory by Arthur Somers Roche

EDMUND LOWE THRILLER!

i

cast includes
Leila Hyams
Norman
Trevor

Bar ry Norton
Gustav von
Seyffertitz
George
Kotsonaros

from the
mystery
drama by

Gaston Leroux

RICHARD

ROSSON

Production

It’s
just
another
triumph
for her —
MADGE
BELLAMY’S
latest hit,
is “VERY
CONFIDENTIAL”

WILLIAM FOX presents lo youjor the last two months in the year six “audience pictures”
of unusual strength and appeal. Released in November are “VERY CONFIDENTIAL"
with Madge Bellamy and “LADIES MUST DRESS” with Virginia Valli — both withjsplendid
supporting easts — and “WOLF FANGS,” a dog-hero picture tliat^is at once drama and enter-
tainment. December will bring your theatre “THE WIZARD,” a 'mystery melodrama of high
grade, with Edmund Lowe and a strong cast; Madge Bellamy,1 *fagain,jjin J“SILK^LEGS,” a^made-
to-order eye-opener for Bellamy fans; and “COME TO MY HOUSE,” with an all-star cast including
Olive Borden, Tony Moreno. Ben Bard, Cornelius Keefe and Doris Lloyd. JFoXjNovember and
December releases will again show7 in your box office that “Who Plays with FoxjProfits^WitK Fox !”

Besides

Nancy Carroll,
in the support oj

VIRGINIA VALLI
“LADIES

MUST DRESS”
has Lawrence Gray
Earle Foxe and
Dallam Cooley.

“WOLF FANGS”

has a dog hero

THUNDER
and

Caryl Lincoln

jl SAME.RORK ^ p

A TEXAS STEER

will'rogers

LOUISE FAZENDA

Lilyan Tashman— Ann Rork— Douglas Fairbanks. Jr.

Titles by Will Rogers

From the play by Chas. H. Hoyt / ^

A RICHARD WALLACE
smgmr PRODUCTION

(jOOOof these
«24-Sheets will
bhnket-America
for I Month/

you

atttt t|l0

v,,n ,t

pa'd _

d®* *" ... 0c *pe

**

****'*

cot*

**° .*c«®

*«®
f H®

iac' ;; of

_ y{\U

s m sd'p *°

. y a

is *****

V t*®u

tU*c '^eu°

fc? rftf

H%nd "Vlci\t °jireC*,v

-V2^sVe"

„ ,tt *»•

let* ®rer «*

*t®.

pP" A gw ^

A Tirdt national Pictun

^ rTTTT^

\

. t*«*?Sw**i
tta ot '»t*'c«*"''V*

[$*«*** -—**’■

.. 0t “.w 1"® ;:* e®* AC to* ’■”at,tt‘‘'
»%»o«*aWtV''t,«ttoittt‘ * •« a**a**t ot*»cIc Stt**

fUW'

^r‘na^vw:;'ed «•* i

1 .It* »1S° *U 4» t>°* tot

9

you* *V»toUti"

«« sftSftSs*-. r."*»

®oO* beC®u\eew d„o C"d °

fa®*!, in »1« **e

to^11
to^

YoUt

t ea^^tS^1** nOV<

®^an

c»tn . ’ at

«W®A' > tt®e«

t«ot .-.wititi®*

«*er;- do; lo *«•* *

Thousands
of these
window
posters
in every

grocery
store.

WILL ROGERS says

Congress needs

£**« A TEXAS STEE

Trom

FIRfT

NATIONAL

in A

TEXAf Steer

Member of Motion Picture Producers and Distributors of America Inc.— Will H.Hays JPrtsuUni

%

o* *<§>•

YOU

GET

THEM

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

S6S Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

6617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-16 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 37

Presentation Acts 38

The Theatre 48

New Pictures 50

Available Attractions 51

Press Sheets 53

Classified Advertising 56

The Box Office Ticker 65

“What the Picture Did for Me’’ 57
FEATURES

Los Angeles, by Ray Murray.... 30

Pictorial Section 31

Re-Takes 30

Service Talks, by T. O. Service 47

Letters from Readers.- 55

Chicago, by W. W 66

SUBSCRIPTION RATES

United States and possessions —

53 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Is

sue —

BANKERS attack film costs ; Executives speed to Coast ; Financiers
set $150,000 limit for program pictures; Hollywood is believed
to be bracing for shock.

BOOST new stars, Ohio exhibitors’ convention is told by Petti-
john, who points way to lower studio expenditure; William M.
James is re-elected president.

AMERICAN field is to be invaded by UFA; German producers
„ plan own exchanges and theatre circuit — Paramount tries new
newspaper advertising plan.

TRADE conference is endorsed by M. P. T. O. of Nebraska and
Western Iowa; Charles E. Williams is re-elected for fifth term —
McGuirk denies Poli deal.

IS matinee business dropping? AJbany

exhibitors say "Yes” Two theatres are

bombed in Detroit in three weeks — Exhib-
itor wins bluenose fight.

E1TH-ALBEE purchase of Moss chain
is seen; Price slows up closing of deal

British quota bill passes House in spite

of vigorous protests.

ARBITRATORS must be impartial, Amer-
ican Association warns; Codified list of
suggestions is printed in full, detailing
duties of board members.

rT' HIRTY-FIVE theatres raise $1 1,800 for
New England flood aid; Five playhouses
in Vermont are badly damaged and an-
other is washed away.

GALLUP proposes idea contest for
Naked Truth Dinner — Martha
Wilchinski becomes publicity head of Roxy
theatre — Newspaper fight pictures are held
illegal.

EXHIBITOR problem is presented at San
Antonio with 110,000 Mexican resi-
dents; Total of 28,500 theatre seats seems
adequate but new houses are coming.

HOLLYWOOD actors demand rigid en-
forcement of immigration laws to
check "foreign invasion” — First National
denies Schine deal.

TY EFORMERS hound two exhibitors to
blue law trials — Move is started to
make Chicago mayor boss of censorship
— “U” chain retains Southern office.

“Moslem Architecture as Applied to Theatres”;
A New Series in “Better Theatres”; See Section II

18

EXHIBITORS HERALD November 26, 1927

EXHIBITORS

HERALD

QJie independent tirade ^aper
Martin J. Quigley, Publisher ^Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI November 26, 1927 No. 11

Equity Astray

PRODUCERS are now being threatened by the Actors’
Equity Association. They are being told that their
plans for eliminating salary abuses in the studios will be
opposed, even to the extent of invoking the federal anti-
trust laws.

The Actors’ Equity Association, with a fine record of
accomplishment in the show world outside of the picture
business, seems to be trying very hard to make itself
ridiculous in its activity in connection with the motion
picture industry.

The rank and file of the actors cannot help but be
materially benefited by the course which film producers
are now being compelled to take. No one is going to be
hurt except a few so-called stars who are already victims
of too much money and a resultant inflated opinion of
themselves.

The idea of a union — even an actors’ union — rushing
to the defense of these is ridiculous indeed.

* * *

The UFA Plan

UFA, the predominating German film interest, is plan-
ning a vigorous and comprehensive invasion of the
American market, according to reports which have
reached this country. The word has come out that UFA
intends to enter actively into the American market as a
distribution competitor of the American concerns.

The plan, it is reported, will provide for the establish-
ment of more than 20 sales offices in the chief key cities
throughout the country.

The only other effort similar to this which has been
made was the establishment in the United States several
years ago of an exchange system by the Stoll organization
of England. This effort was markedly unsuccessful for
the reason that while some of Stoll’s product of the time
was being fairly well-received in England, the country of
its origin, hardly any of it was found under actual test to
be suitable for the American market.

The Stoll proposition had every opportunity as far as
conditions were concerned. At that time every indepen-
dent distributor had a good chance for business. The
Stoll effort failed not because of any conditions that ex-

isted here but simply because the product offered did not
prove saleable.

The UFA organization, if it actually does come into the
American market, will encounter in addition to the diffi-
cult test of product conditions which are not nearly as
favorable for a new distributing system as were encoun-
tered by Stoll. The American market has narrowed down
and tightened up. There is no lack of product here and
every theatre has wide opportunities for picking and
choosing.

We feel sure that if UFA comes into the American mar-
ket it will have every necessary opportunity to make good,
but the success of such an effort under existing conditions
is by no means assured.

We know that UFA can make exceptional pictures of
high merit for the world market, including the United
States. But it is very questionable that a regular program
of subjects suitable for American theatres can be turned
out of the German studios.

Also they will encounter competition of such keenness
that unless the product offered has a genuine appeal for
American audiences they will find it very difficult to gain
a foothold in this market.

The conditions which UFA may encounter are sug-
gested in the fact that it is quite a few years now since
anyone or any group has had the temerity to start a new
distributing company in the United States.

* # *

Presentation Abuses

IT is quite difficult to understand the present status of
presentation shows. If one consults with many of the
leaders in the industry in matters of production and dis-
tribution they will be informed that this supplementary
type of amusement in picture theatres is the great curse
of the business. Yet, it may be noted, the leading theatre-
men show no indications of wavering in their presentation
policies. Instead of turning away from presentation poli-
cies these men seem intent to indulge in them more
extravagantly.

There is no question that a considerable number of the
public not only are not favorably influenced by the pre-
sentation policy but are actually annoyed and kept away
from theatres by the policy. But the fact remains that
the presentation houses continue to attract great pat-
ronage.

There is, of course, the matter of cost to be considered
but the men charged with the responsibility of running
these great houses ought to be pretty good judges as to
whether this cost is a sound, economic expenditure.

The attitude of the producer and distributor toward
presentation is quite understandable. The more money
there is spent for presentations the less there will be left
for film rental.

It appears to us, however, that unless some of the
obvious abuses of presentations are corrected a serious
situation will be encountered, not only by the film con-
cerns but by the presentation theatres. Obviously the
presentation features and not the pictures: are the supple-
mentary item of entertainment. But right now, in many
cases the films are coming in for minor consideration,
both as to price and as to prominence in the program.
This certainly tends to lessen the quality of the pictures *
and with a lowering of film quality, every theatre, great
and small, will find that while other features of the pro-
gram may be enjoyed it is the picture that brings in the
people.

Name acts are another serious feature of the situation.
An added complication introduced by these is that they
propose to the exhibitor the question, “What are we go-
ing to have next week?”

November 26, 1927

EXHIBITORS

HERALD

19

Bankers Attack Film

Costs;
to Coast

$1 Admissions
to Be Exempt
from 10% Tax

( Washington Bureau of the Herald )

WASHINGTON, Nov. 22.— The
house ways and means committee
today voted 15 to 3 to include in
the new tax bill which will be pre-
sented to congress next month, a
provision exempting theatre admis-
sions up to $1 from taxation.

Efforts to have the exemption in-
clude admission up to $3 was voted
down, 15 to 5. A vote of 12 to 8,
also voted down the suggestion to
make admissions of $1.50 exempt.

Should the $1 exemption provi-
sion remain in the bill when passed
it will decrease the revenue from
admissions by $8,000,000. A part
of this sum will be made up in ad-
ditional revenue from prize fight
ticket admissions. By a vote of 13
to 8, a provision was included in
the bill for a 25 per cent tax on
prize fight tickets costing over $5.
The 10 per cent tax will remain on
the cheaper tickets. This will add
a half a million dollars to the rev-
enue.

Fight Pictures in Press
Ruled Illegal , as Bout
“ Out West" Fires Judge

(Special to the Herald)

CHARLESTON, W. Va„ Nov. 22.—
Newspapers which publish pictures of
prize fighters are violating federal law,
declared Judge George W. Clintic in
charging the United States District court
grand jury here last week.

Judge Clintic said he had similarly
charged a jury five years ago, and that
newspapers had taken this interpretation
as law until “this alleged prize fight re-
cently somewhere out west.”

F-N Denies Deal with
Schine in New York

(Special to the Herald)

NEW YORK, Nov. 22. — Contrary to a
report previously published, A. W. Smith,
Jr., First National sales manager for the
Eastern district, states that no deal has
been completed for the showing of First
National pictures in the theatres owned or
operated by the Schine Theatrical Enter-
prises in upper New York state.

Financiers Set $150,000
Program Pictures Limit

Hollywood Believed Bracing Itself for Shock to Pay
Envelopes and Contracts

(Special to the Herald)

NEW YORK, Nov. 22. — 'Hollywood production circles are due for a
jolt; in fact, due for several jolts. Wall street has handed out a series
of these jolts to the chief executives of a number of the major producing
companies, and in turn these are about to be passed on to the production
departments of the companies for immediate remedial action.

Banking Interests Crack Whip

Long ago the industry generally figured that either motion pictures were
costing too much, or there was great waste in the making of what finally
came to the distributing organizations as finished product. Much talk
was indulged in as to what was going to be done to remedy this, but
with the exception of a few isolated cases, the much talk was all that
happened.

Now the banking interests behind the
big companies have taken a hand in the
matter, and there is a general belief that
radical and rapid action will result in the
lowering of production costs.

According to Wall street information,
the banking interests have been unable
to look with equanimity on program
pictures being made with their money
at a cost of several hundred thousand
dollars.

A few years ago the banks had a great
fund of ignorance about the picture busi-
ness, and frankly admitted it. Now it’s
different. The banks have learned a lot
about the business.

And believing that they know, they
have issued an edict that excessive costs
must go. According to information
from the money district, they have
issued orders that money for program
pictures costing more than an approxi-
mate $150,000 must be sought elsewhere.

As the result of the cracking of the
bankers’ whip Hollywood for the
next few tveeks will see the greatest
gathering of high executives since
picture making began there. The
exodus from New York offices has al-
ready started, with Dick Rowland and
Clifford B. Hawley leading the proces-
sion last week.

This was followed last Thursday by
Adolph Zukor, Sidney Kent, Sam Katz
and Nick Schenck departing in a private
car, to confer with Paramount and
Metro - Goldwyn - Mayer production
heads. While no information has been
given out as to the visit of these execu-
tives to the coast, it is understood that
Hollywood has been tipped off as to
the reason for their coming and is brac-
ing itself for a shock that will be felt

in many pay envelopes and in many con-
tracts now existing.

Executives Join Procession

Last Saturday Elmer Pearson, John C.
Flinn and Phil Reisman left for the
Coast to look over production from two
viewpoints. One of these is the gen-
eral looking over as to quality, etc. The
other viewpoint is to observe how the
program for production cost reductions,
already put in effect, is working out.

Carl Laemmle of Universal, Winfield
Sheehan of Fox Films and Louis B.
Mayer of M-G-M are now on the Coast.

Last August Elmer Pearson and
Treasurer John Humm spent several
weeks on the Coast and, it is said, antici-
pated the order of the banking houses
by working out with Cecil de Mille a
new schedule of costs. In spite of the
fact that Pathe features show no diminu-
tion in box office values — but on the
other hand an excellence hitherto un-
reached— it is said that de Mille has
three pictures completed at a cost of
approximately $100,000 each.

Considerable consternation was caused
last week by rumors of an order said
to have been issued by Hayden Stone
& Co., bankers for First National, to the
effect that that company should drop all
independent producers and make its own
pictures with costs cut down to the limit.

The only First National unit that
would not be immediately affected by
this is the Robert Kane company, which
has yet eight pictures to make for First
National under the existing contract.

It is generally believed that the trip
of Mr. Hawley and Mr. Rowland to the
Coast is for the purpose of realigning
the production forces of First National.

Paramount Tries New Newspaper Ad

Plan in Percentage Playing Houses

Operators Ask Goodwill

(Special to the Herald)

KANSAS CITY, Nov. 22. — A plea for
the good will of the public by the operators’
union and the Projectionists Society started
winth a paid newspaper advertisement.

(Special to the Herald)

NEW YORK, Nov. 22. — Paramount, through its advertising department
and the Hanff -Metzger Advertising Agency, is experimenting in several
cities with a plan whereby 75 per cent of the money used to put over spe-
cials in a certain kind of city and theatre is spent in newspaper advertising.

The experiment is proving out and is likely to be adopted generally for
percentage playing houses next spring.

20

EXHIBITORS HERALD

November 26, 1927

Cs

NEW YORK— Artie Stebbins is back
from Europe and so far as known
didn’t insure even one member of the
royal family, but you never can tell. . . .
Joe Brandt is due back today from a
couple of months abroad and Jack Cohn
has appointed himself a special greet com-
mittee of one. . . . Pat Powers and John
McGuirk lunched together one day last
week at the Astor, and no new rumors
started. . . . Sam Katz — another Sam — is
taxi driver No. 16356 of the Checker Cab
line. . . . Jack Noble, who has made a series
of short color pictures for Metro-Gold-
wyn-Mayer, is in New York making dis-
tributing arrangements for some more of
the same kind. . . . Charlie Christie, who
has been in New York on distribution mat-
ters, returned to the Coast last week and
says he expects to stay there for Christ-
mas. . . . John Carroll, Publix manager in
Tampa, spent last week in New York. . . .
David Loew is another of the vacationists
who returned from the other side last
week. Murdock, since joining out

with Pathe, has become so much of a pic-
ture man that he occasionally issues a
statement. . . . Lee Marcus, just back from
a three weeks’ honeymoon trip to Bermuda,
started right out on a tour of the FBO
exchanges to boost a Joe Kennedy jubilee
month. . . . M. H. Hoffman says if they
hold out play dates on Tiffany he may buy
himself about 20 theatres. . . . Colvin
Brown, who looks after FBO foreign
matters, returned Friday from a long stay
on the other side. . . . Eddie Golden, Bos-
ton independent distributor, says the recent
flood will put Vermont and New Hamp-
shire back two years in a business way.

. . . Sydney S. Cohen wore a pleased smile
when he read of A l Steffes’ comment on
him as “the greatest exhibitor organization
leader the industry ever had.” . . . Charlie
McCarthy, just back from Los Angeles,
says when it comes to living on the Coast
he will choose New York. . . . Ben Abrams
showed up in his Astor lobby office last
week wearing an iron derby which he
won on a bet, or is wearing because he
lost a bet. . . . Dale Henshaw, president of
Sierra Pictures, returned to the Coast last
week. . . . Ned Depinet measures right up
to standard in appearance as a dignified
vicepresident of First National. ... Abe
Carlos, after crossing us up for a week,
has finally gone to the Coast, leaving his
partner, George Davis, to look after mat-
ters here. . . . A l Lichtman is receiving
congratulations on having put over a three
years deal with Stanley-Fabian for all
United Artists product. . . . Jack Keegan
gets his picture in the paper and he’s a nice
looking boy. . . . Joe Weil, one of Uni-
versal’s heavyweights, has blossomed out
as an author, but he’s young and may get
over it. . . . Wayne Pierson, head of the
Universal roadshow department, is open-
ing the first “Uncle Tom’s Cabin” road-
show this week at Shubert’s Lafayette
theatre in Detroit. ... Ben Fitzer, of the
Fitzer Service, has returned from the
Coast after making arrangements for a
lot of stars to talk for his new record
service. . . . Jules J. Rubens, vicepresident
of the Great States theatres, arrived from
the West last week and sailed immediately
for a vacation trip to Europe. . . . Roxy
Rothafel is receiving congratulations on
having enticed Martha Wilchinski from the
Capitol to the Roxy to head his publicity
department.

Roy Kluver, M-G-M cameraman, shoots lion in den.

M-G-M Travelers

n

Left: General Willhelm Heye, com-
mander-in-chief of the German Re-
publican Army, visits Irving G. Thed-
berg, M-G-M executive, at the studio.
Below are six M-G-M personalities
who were in New York last week
from the Coast. Upper row, left to
right: Ramon Novarro and Marion
Davies, stars, and A. P. Younger,
ivriter. Lower row: Paul Bern, as-
sistant to Thalberg; Aileen Pringle,
star, and Montai Bell, director.

SPARGO.

November 26, 1927

EXHIBITORS HERALD

21

Boost New Stars, Ohio Is Told

AMONG EXHIBITORS
AT COLUMBUS
CONVENTION

Z. E. Guilfoile, Virginia theatre, Wellston ; lone
E. Wright, Northern, Columbus; Fred Edwards,
Palace, Ashland; Frank Gross, Grand Central,
Grand, Superior, Cleveland; C. M. Koontz, Exhibit,
Columbus; C. S. Tarkowski, Strand, Newton Falls;
W. J. Powell, Lonet, Wellington; E. E. Coleman,
Rialto, Dayton; Homer B. Guy, Apollo, Ideal,
Dayton; John Kalafat, (Ohio Amusement Co.)
Capitol, Dennison Sq., Savoy Five Points, GsrcLn,
Jewel, Knickerbocker, Lakewood, Lorain Fulton,
Lincoln, Southern, U No, Yale, Cleveland.

* * *

G. P. Hunsicker, New Electric, Williamsport;
Geo. Fenberg, Opera House, Granville; C. A.
Smith, Sherman, Star, Chillicothe; F. A. Guinsler,
Gem, Junction City; F. C. Nugert, Park, Columbus;
H. E. Cheuvrone, Gem, Barberton; L. Coldsoll,
Hippodrome, Columbus; Walter Baughman, Grand,
Circleville ; Chas. Weigel, Hyde-Park, Madison,
Family, Cincinnati; Sam Deutsch, Sun, Cleveland;
Max Shenker, Family, Cleveland; W. H. Shull,
Gem, Newark; Fred Johnson, Colonial, Cambridge;
W. N. Tallman, Ceramic, E. Liverpool; E. E.
Lawrence, Lyric, Fairport Harbor.

* * *

H. M. Kaplan, Washington T Circuit (Globe),
Cleveland; Henry Bieberson, Strand, Deleware ;
Win. James, Pythian, Columbus; Harry Green-
berger. Strand, Euclid, Cleveland; I. Libson,
Lyric, Bijou, Star, Strand, Capitol, Family, South-
ern, 6th St. (Coshoctom), Colonial (Dayton),
State (Dayton), Strand (Dayton), Walnut, Cincin-
nati; C. F. Pfister, Jewel, Troy; Steve Toth, Alham-
bra, Columbus; W. J. Russell, Columbia, Colum-
bus; Everett Bennett, Peoples, Dayton; G. S.
Smith, Sterling, Pataskla.

* * *

C. M. Taylor, Garden, Columbus; M. Leftowich,
Tivoli, Cleveland; Henry Lustig, Waldorf, Cleve-
land; H. Greenberger, Keystone, Cleveland; Robt.
Harmon, Knickerbocker, Columbus; J. H. Solomon,
Temple, Lorain; Joe Leavitt, King, Cleveland; E.
M. Horwitz, The Central A Co. (Olympia), Cleve-
land; J. A. Ackerman, Glenway, Cincinnati; I.
Deutsch, Cedar, Cleveland; Ed A. Keene, Oxford,
Oxford; J. H. Kohler, Prospect Opera, Prospect;
Arthur Himmelein, Plaza, Sandusky; J. J. Har-
wood, Lexington, Cleveland; Jno. A. Schwalm,
Rialto, Hamilton; Harry Silver, Palace, Hamilton;
H. A. Abram, Hippodrome, Lancaster; Thos. Broad,
Regent, Grand, Saint Mary’s; A. C. Hettesheimer,
Orpheum, Cincinnati; Otto J. Motry, Lyric, Tiffin;
Sam E. Lind, Imperial, Quimby, Zanesville; M.
Kaplan, Jr., Camera, Cleveland,; Henry Lustig
(Pres.), Ritz, Cleveland; Max Lefhowich, Lyric,
West Park, Gaiety, Bronx, Keystone, Grand,
Tivoli, Euclid, Cleveland.

P. J. Zehnder, Muse-Us, Dayton; A. F. Kinzeler,
Elite, Dayton; Ed Hiehle, Auditorium, Newark;
W. C. Chesborough, Hollywood (Cols), Classic
(Dayton), Columbus; Paul Russell, Russell, Som-
erset; Marion Dorsey, The Dorsey, Johnstown;
Wrn. L. Ward, Rialto, Wilmer, Columbus; H. V.
Snoots, 'Vine, Mt. Vernon; T. J. Pekras, Dream-
land, Rivoli, Columbus; G. E. Rappold, Innis,
Columbus; Lawrence Burns, Champion, Columbus;
Ben Almond, Garden, Columbus; Henry Thomas,
Liberty, Oak Hill; E. D. Jenkins, Broadway, Jack-
son; H. M. Zwiefel, Peoples & Wonderland,
Racine, Rutland; N. J. Zwiefel, Electric, Majestic,
Pomeroy; D. A. Capell, Strand, Carey.

Mississippi Women9 s
Clubs Draft Censor Bill

(Special to the Herald)

JACKSONVILLE, La., Nov. 22.— The
Mississippi Federation of Women’s Clubs
will urge the passage of a bill in the Janu-
ary session of the Mississippi legislature
for a law creating the office of censor.
Three of the ablest lawyers in the state
have been engaged to help in the premises.
An attempt will be made to prove that
lewd and immoral pictures are being shown
in the theatres in Mississippi.

Hawley , Rowland , F-N
Heads, Reach Coast

(Special to the Herald)

HOLLYWOOD, Nov. 22.— Clifford B.
Hawley, president of First National, ar-
rived here Saturday, accompanied by Rich-
ard A. Rowland, vicepresident and general
manager. Hawley denied rumors of a
merger involving First National.

Pettijohn Points Way
To Lower Studio Cost

William M. James Is Re-elected by State Exhibitors
— Woodhull Pleads Organization Cause

(Special to the Herald)

COLUMBUS, Nov. 22. — Exhibitors should welcome the developing of new
stars as it tends to reduce the mounting cost of production, Charles C. Petti-
john, chief counsel of the Film Boards of Trade, told the M. P. T. O. of Ohio
at its seventh annual convention, closing last Thursday. At the same time,
Pettijohn joined with other speakers in denouncing substitution of stories and
directors.

Wants Actors to Work 48 Weeks

Pettijohn recommended the changing of contractual relations so that actors
would be compelled to work at least 48 weeks out of the 52 instead of work-
ing about 11 weeks and drawing salaries for a full year. He declared he had
been misquoted to a certain extent on his Dallas address but would stand for

what he is supposed to have said.

R. F. Woodhull, president of the M. P.
T. O. A. and another headliner on the
speaking program, urged all exhibitors
to support organization work, declaring:
“I believe we have been teaching the
wrong idea. We have been teaching
that we need the exhibitors in the asso-
ciation, whereas it is the exhibitors that
need us most.”

William James Re-elected

William M. James, president of the
Ohio organization the last three years,
was persuaded to accept office for an-
other term. All other officers were re-
elected except H. T. Palmer, who asked
to be relieved of his office as vicepresi-
dent because of the death of a son. The
officers, besides President James, are:

J. J. Harwood , Cleveland, vicepresi-
dent at large; C. W. Miller, Youngs-
town, first vice president; J. A.
Ackerman, Cincinnati, second vice-
president; Henry Beiberson, Dela-
ware, third vicepresident; Sam E.
Lind, Zanesville, treasurer, arid George
E. Fenberg, Newark, secretary. P. J.
Wood was re-elected business man-
ager.

The officers and the following consti-
tute the board of directors: John L.
Damm, Wadsworth; John L. Schwalm,
Hamilton; A. C. Himmelein, Sandusky;
Ernest Schwartz, Cleveland; Martin G.
Smith, Toledo, and Harry Abrahams,
Lancaster. The first three were re-
elected.

The exhibitors were disappointed in
not receiving the findings of the Federal

Trade Commission in time for the con-
vention, but the Federal Trade Practice
conference provided the background for
much of the convention activity.

Henry Lustig of Cleveland, who had
been one of the delegates, declared much
constructive work had been done, par-
ticularly with reference to the now fa-
mous “Six Points.” A. C. Hettesheimer
of Cincinnati, another delegate, also was
enthusiastic over the conference’s ac-
complishments.

Pettijohn in his address detailed cer-
tain economy moves started by the pro-
ducers at the studios. He told of the
cooperative action in merging costumes
and properties which should bring im-
mense saving.

“Get back to motion pictures and cut
out some of the cheap vaudeville which
you are presenting,” advised Pettijohn.
“There is money in the industry if you
stick to showing pictures. Keep from
falling for the present fad of employing
some brokendown actor or actress to
make a personal appearance.”

H. M. Richey, general manager of the
Michigan M. P. T. O., detailed work
done by his association for prevention of
inimical legislation. William Connor of
Indiana told of the work of that state
organization. Fred Desberg, manager of
the Loew Ohio theatre in Cleveland, said
he was not affiliated with the association
because there is too much fault finding
among exhibitors.

The session opened at 1 p. m., Novem-
( Continued on page 36)

Pettijohn Says He Was Misquoted on

Talk Made at Texas M. P. T. 0. Meet

(Special to the Herald)

NEW YORK, Nov. 22. — C. C. Pettijohn, general counsel of the Hays or-
ganization says that he was misquoted on the speech he made before the
Texas M. P. T. O. convention held in Dallas. His corrected statements
are contained in a telegram wired to the home office of the organization in
New York. It is as follows:

“I said that conditions would be better only when proper economies were
practiced in production and exhibitors get back into the picture business
and stop paying all their money out for something besides pictures. I said
further that you exhibitors will have to pay more and production will have to
cost less or there will soon be no producers in the business. With reference
to chain theatres I said it should not be possible for any chain of theatres
to abuse their buying power to the extent of buying all of the pictures ex-
clusively for any town so that all other theatres could not even get second
runs of any good pictures.”

22

EXHIBITORS HERALD

November 26, 1927

Is Matinee Business Dropping?
Albany Exhibitors Say “Yes”

Three Eastern States Showing Slump — Higher Carfare, Increase of
Employed Women and Money Tightening Cited as Reasons

(Special to the Herald)

ALBANY, Nov. 22. — Is the matinee business slumping in the motion
picture theatres these days? Is the slump a general one throughout
L the country or confined to individual localities and the result of
local conditions rather than a lack of interest in the part of women and
others who are able to attend matinees? This question is being asked by
the exhibitors of Albany, where the matinee business is admittedly below
that of other years and where a survey made by at least one exhibitor has
brought out the statement that matinee business in Massachusetts and
Connecticut is showing a slump. At least one theatre in Albany has
decided recently to eliminate matinees except on Saturday afternoons.

ONE reason may be the increase in
street car fare, keeping many women
at home during the afternoon. Night
business at these theatres is running
ahead of a year ago, which would indi-
cate there is no lack of interest on the
part of the public generally in the
theatre and its offerings.

Certain exhibitors, who admit a
slump in their afternoon crotvds,
ascribe this to the fact that each year
there are more women employes than
in the past, and that even young mar-
ried couples, finding rentals and liv-
ing expenses generally at an almost
prohibitive figure, have solved the
problem by the young wife continuing
to hold the job she had before she was
married.

Other exhibitors declare there is a
tightening in money and the present day
slump may be attributed to a desire on
the part of women to save their money
for the holiday shopping. It is a fact
that matinees are not drawing at either
the first run downtown houses or the
residential theatres in the three cities of
Albany, Troy and Schenectady, which
have a combined population of more
than a quarter million residents. It is
a fact, too, that the matinee business is
not holding up in the mill towns along
the Mohawk Valley, but an explanation
of this is easy owing to slackness in the
mills themselves and a general disposi-
tion on the part of the people to save
their loose change. But what the theatre
owners of these three cities want to
know is whether matinee business is off
generally throughout the country.

‘Naked Truth9 Writ Fails
To Win Censor9 s Permit

(Special to the Herald)

KANSAS CITY, Nov. 22.— Judge
Charles A. Miller, in the Wyandotte
County district court, has refused to
grant a writ of mandamus to compel the
State Board of Motion Picture Review
to re-examine the film, “The Naked

Truth,” rejected two years ago by the
board. The application for the writ was
presented last week when the board filed
a complaint that the picture had been
shown privately in a church in Topeka,
in defiance of the Board’s previous re-
fusal of a permit. The contention of
attorneys for Samuel Cummins, New
York owner of the picture who asked
the writ, was that the picture differed
from its form when the Board rejected
it in 1925.

Merchants9 Show Wins
Indiana Exhibitors9 Help

(Special to the Herald)

INDIANAPOLIS, Nov. 22.— Co-oper-
ation of the Associated Theatre Owners
of Indiana with the Junior Chamber of
Commerce moving picture exposition in
Tomlinson hall next week has been
given on behalf of the board of directors
by Charles R. Metzger, president.

Metzger said the exposition would be
a high spot in interest in Indianapolis
and throughout the state, and that “such
expositions always create the greatest of
interest, for the thousands of motion pic-
ture fans have an opportunity to see the
industry’s various phases.”

Harry Rees to Manage
C. & M. Marietta Houses

(Special to the Herald)

CAMBRIDGE, O., Nov. 22.— Harry G.
Rees of McKeesport, Pa., formerly asso-
ciated with Harris Enterprises of Pitts-
burgh, has been engaged by the C. & M.
Amusement Company as director of the
Hippodrome and Putnam theatres at Mari-
etta. He succeeds Edward H. Hiehle.

Clair Alexander Dies

( Special to the Herald)

HOLLYWOOD, Nov. 22.— Clair Alex-
ander, one of the pioneer comediennes of
the screen, died at Culver City, Thursday,
of double pneumonia.

Exhibitor Wins Fight
With Local Blue Noses

A letter has been received by
the HERALD from W. A. Schmid,
manager of the Royal theatre, Al-
bany, Ind., in which he reports the
drastic and unfair demands made
by the local W. C. T. U. and blue-
nose citizens of the town in an
effort to force him to close his
theatre Sundays. As a result of
the incidents, intense interest de-
veloped in the city elections, and
a citizens’ ticket was nominated
which championed the theatre’s
stand, and won two to one over
the Republican and Democratic
tickets.

The letter from Schmid is car-
ried in its entirety on page 55 of
this issue in the " Letters from
Readers” department.

The HERALD would like to
hear from other exhibitors on the
subject of blue-nose interference
and Sunday closing agitations and
of how exhibitors meet these
problems.

Universal Chain Will
Retain Booking Office
in Atlanta for South

( Special to the Herald)

ATLANTA, Nov. 22. — Universal thea-
tres will continue to maintain a Southern
division with headquarters in Atlanta,
where the buying and booking of pictures
for the Universal houses in this section
will be concentrated, according to Willard
C. Patterson, Southern division manager
of Universal Chain Theatrical Enterprises,
who returned from New York early this
week.

Patterson points out that the transfer of
the accounting work of the Southern divi-
sion to New York is a logical move
brought about by the concentration of ad-
ministrative powers in the home office.
When the Southern division offices were
orginally established Universal owned only
the Florida circuit, purchased from E. J.
Sparks. Its holdings now number 369
theatres. It is expected that the transfer
of all records and accounting will be ac-
complished by December 1.

McKean Named Special
Fox Representative

(Special to the Herald)

^ST. LOUIS, Nov. 22.— George E. Mc-
Kean, former district manager for Fox,
has been named special representative with
jurisdiction over 16 exchanges west of the
Mississippi. He left yesterday for a swing
around his territory.

It is rumored that Claude McKean, for-
mer Fox exchange manager here who re-
cently resigned, intends to buy into an in-
dependent exchange. His successor has
not been named, Max Roth, home repre-
sentative, being temporarily in charge. *

Tiffany-Stahl Signs
09Neil , Windsor, Barker

( Special to the Herald)

NEW YORK, Nov. 22. — Two actresses
and a director have been signed by the
newly formed Tiffany-Stahl company.
They are Sally O’Neil, Claire Windsor,
and Reginald Barker. Miss O’Neil and
Miss Windsor will star in a series, while
Barker will direct special productions.

Two Theatre Bombings Occur in Detroit
in Three Weeks; Damage Totals $287,500

(Special to the Herald)

DETROIT, Nov. 22. — For the second time within the past three weeks a
local picture theatre has been bombed. Nearly $2,500 damage resulted from
the explosion which occurred early last Friday at the Lansing theatre, located
in a two-story brick building at 3323 Gratiot avenue. Upon questioning the
lessor, Earl H. Thurman and B. G. Wheeler, manager, police believed that
the bombers might have mistaken the Lansing for another theatre owned by
Joe Cosco, three blocks away. The Tivoli in Highland Park, operated by
Cosco, was bombed Nov. 3, with total property loss involving approximately
$285,000. A connection between the two bombings is suspected by police.

November 26, 1927

EXHIBITORS HERALD

23

UFA to Invade American Field

British Quota Bill German Producers Plan

Passes House in Own Exchanges, Circuit

Spite of Protests Would Handle U. S. Independent Productions and

Many Foreign-Made Short Features

(Special to the Herald)

NEW YORK, Nov. 22. — The early months of the coming year will see an
entirely new and important distributing company in the American market, ac-
cording to unofficial but undoubtedly authentic information. The newcomer
in the American distribution field is Universum Film Aktiengesellschaft, com-
monly known as UFA.

Theatre Chain Called Part of Plan

It is also said to be part of the UFA distribution plan to buy or build a chain
of first-run theatres in the key cities, for the showing of UFA and other inde-
pendent pictures.

(Special to the Herald)

LONDON, Nov. 22. — In spite of a flood
of protests and much agitation, the British
Film Quota Bill passed the House of Com-
mons last Thursday with a vote of 223 to
125.

The quota for 1928 was set at per
cent, with annual increases of additional
2/2 per cent until it reaches 25 per cent in
1935. No decision was reached on the
subject of the nationality of producers of
this quota. Restrictions on block and blind
bookings were put under the direction of
the British Board of Trade. A well or-
ganized action to protest the bill has al-
ready been started, and a petition that has
been submitted states that the British pub-
lic wants American films and will not tol-
erate the type of product being produced
in England at present.

K-M M.P.T.O. Heads
Recommend Affiliation
with National Group

(Special to the Herald)

KANSAS CITY, Nov. 22.— At a meet-
ing of the board of directors of the M. P.
T. O. Kansas-Missouri this week it was
voted that the board recommend at the
next convention of the organization that
the organization reaffiliate itself with M. P.
T. O. A. The date of the convention was
set for December 12 and 13 in Kansas
City. The M. P. T. O. K.-M. broke away
from the M. P. T. O. A several years ago
and became affiliated with the allied group,
but recently the Kansas-Missouri associa-
tion has remained apart from any other
organization, preferring to stand on its
own feet.

Japan Bars Children
Under Six from Theatres

( Special to the Herald)

TOKIO, Nov. 22. — Resolutions barring
children under six from motion picture
theatres, and advocating rigid supervision
of films shown to minors were adopted
unanimously at the final session of the
conference of the Social Education Section
of the Educational Department, on film
education.

_ Among the resolutions were the provi-
sions that pictures unfit for education
should not be shown to middle-grade
school children, that adequate arrange-
ments should be made for children to see
suitable pictures, that theatre owners run
educational films periodically, that a chil-
dren’s film association be established, and
that the number of educational films be in-
creased.

McFall Suffers Stroke

(Special to the Herald)

INDIANAPOLIS, Nov. 22. — John
McFall, Terre Haute, owner of the Lib-
erty theatre in that city and also one of
the largest stockholders in the Indiana
Theatres Corporation of that city, re-
cently suffered a stroke of apoplexy
while, at the Elks Club. His condition
is serious.

UFA is the most important motion
picture company in Europe, in both the
production and exhibition lines, produc-
ing about 80 feature pictures a year, and
owning more than 200 of the best the-
atres in Germany.

Has Strong Financial Backing
Some time ago the company was said
to be in financial difficulties, but this has
all been straightened out and the organi-
zation is now backed by some of the
strongest banking interests in Germany.
The advent of UFA into the American
market, it is said, has been planned for
the past two years, but it is only within
the past six months that these plans
have been worked out near to a starting
point.

While many of the pictures made by
UFA are so typically German in theme
and handling that they are not consid-
ered adaptable to the American market,
yet many of them are offerings that are
expected to meet with the favor of thea-
tre owners here.

Paramount Release Four
Through a distribution deal made with
Paramount, that company has released
four UFA pictures within the past year,
and all of these are said to have met
with considerable success. The first of
these was “Metropolis,” and this was
followed by “Mme. Pompadour.” Two
other UFA productions are now being
played in New York and handled by
Paramount. These are “The Last

Waltz,” now at the Paramount theatre,
and “Peaks of Destiny” at the Cameo.

Frederic Wynne-Jones, UFA’s repre-
sentative in America, when asked about
his company’s future activities in this
country, said:

“It is true UFA has some very big
plans for the American market, but it is
too early to make the details public.
However, in the very near future we will
issue a statement regarding what we are
planning.”

It is said that the UFA distributing
plans embrace the establishment of ex-
changes in 25 key cities. Through these,
all of the UFA long features that might
prove acceptable to the theatre owners
of the country will be handled, together
with a large number of foreign made
short features. It is also believed that
these exchanges will provide an outlet
for a lot of good independent productions
which now have difficulty getting dis-
tribution.

Wesco Buys Half -Share
in an Oregon Circuit

(Special to the Herald)

MEDFORD, Ore., Nov. 22. — West Coast
Theatres, Inc., has completed a deal with
the George A. Hunt Amusement Company,
which gives it a half interest in the latter’s
houses in this city, Grants Pass and Rose-
burg. The amount of money involved was
not disclosed.

Keith-Alb.ee Purchase of Moss Chain Is
Seen; Price Slows Up Closing of Deal

(Special to the Herald)

NEW YORK, Nov. 22. — It is expected that a deal whereby Keith-Albee
will buy out the interests held by B. S. Moss in what is known as the Moss
Circuit, and which lor years has been owned jointly by Keith-Albee and
Moss, will shortly be closed.

The Moss interest in the chain of houses is said to be valued by him
at $3,500,000, and by the Keith-Albee people at $500,000 less than this amount.
Several conferences have been held within the past two weeks, and so far
each side has stood pat on its money figures, according to information ob-
tained from sources close to Moss.

It is also said that the failure of Keith-Albee to acquire the full owner-
ship of the Moss houses has been standing in the way of closing the long
talked of merger of the Orpheum Circuit and Keith-Albee.

It is reported that both sides to the proposed Moss-Keith deal have
been approached in efforts to effect a compromise by each side yielding
somewhat on the question of money figures, but according to the best in-
formation available, these efforts have been without success so far.

It is believed in theatre circles here that with the Orpheum deal closing
hanging fire, the Keith-Albee people will either yield to the Moss demands,
or make some sort of a compromise offer.

24

EXHIBITORS HERALD

November 26, 1927

Present Exhibitor Problem

Total of 28,500 Seats Seems Adequate, But Interstate Plans New
Theatre — Loew Reported Entering
(Special to the Herald)

SAN ANTONIO, Nov. 22. — This city presents to theatre owners and
operators a seating situation that is unique in the United States.
With 110,000 Mexicans in the city, the first problem presented to
a prospective owner is to decide whether his house is to be a cosmopoli-
tan one or a class theatre. If he caters to the classes he will be up
against one of the hardest problems in his career, reckoned in box-office
receipts.

THERE are three large de luxe houses
in San Antonio, one operating under
the cosmopolitan policy — catering to all
classes alike, with the higher class of
whites given the most attention, of course.
A San Antonio exhibitor must be careful
of his least action in regard to discrimina-
tion among the classes. Besides the large
Mexican population, there is a compara-
tively large German element.

Texas Leads in Capacity
Of the three larger houses the Texas,
(Publix), has the greatest seating capacity,
the Aztec next and then the Majestic. The
Aztec is an independent house, owned by
stockholders living in San Antonio, and is
reckoned over the country to be the most
unusually designed house in the South. The
Majestic, an Interstate house, with its 2,200
seats, has had a problem for five years
in its small capacity. It is the only vaude-
ville house in San Antonio. The Texas
has probably the most logical number of
seats for a de luxe house. This house in
the past six months has increased rapidly
in box-office value to Publix and is now
firmly established on a paying basis.

The Princess, Palace and Empire, all
picture theatres, though not doing phenom-
enal business, are keeping up a healthy
average.

Mexican House Draws

The Mexican house, La Nacional, is of
course the most typical “class” house in
San Antonio, catering entirely to the Mexi-
can element and therefore drawing greater
portions from this part of the population.

During the winter season the City Audi-
torium, a magnificent new structure con-
taining 6,500 seats, is classed by local
theatres as direct competition, playing road-
shows every week and with some attrac-

tions booked so that the house plays two
a week. The Auditorium is under the
management of the city, each road com-
pany leasing it for its stand at a price set
by a board of commissioners. Beethoven
Hall, occasionally plays roadshows and is
the location for all major wrestling and
boxing events in San Antonio.

Interstate Plans New Theatre

With an approximate total of 28,500
seats it would seem that San Antonio is
fully equipped to care for all theatre pa-
trons, but Interstate has just announced
it is going to construct a palatial build-
ing on the location now occupied by the
Royal theatre, to cost $4,000,000 and seat
4,000 people.

With an addition of 4,000 seats in San
Antonio it is hard to estimate the exact
results upon competitors. It is certain
that with this greater theatre opening
someone is going to lose out, and it will be
a case of the survival of the fittest. With
the opening of the new Majestic, the old
theatre will go into stock, therefore these
2,200 seats will not be taken off the market.
And another development is the well-
founded rumor that Loew is to open or
build in San Antonio.

Paramount Opens Huge
Ranch for Filming of
All Exterior Scenes

(Special to the Herald)

HOLLYWOOD, Nov. 22.— The new
Paramount ranch, said to be one of the
greatest motion picture properties ever de-
veloped, was opened yesterday for produc-
tion activities.

Key to Chart of
San Antonio Seats

1. Majestic theatre, Interstate,
pictures and vaudeville, 2,200

2. Texas, Publix, pictures and
bandshow, 2,700

3. Aztec, independent, pictures
and stageshow, 2,400.

4. Palace, independent, pictures
and roadshow, 1,800.

5. Plaza, Publix, second-run pic-
tures, 1,000.

6. Rialto, independent, pictures,

1,000.

7 . Rivoli, Publix, pictures, 800.

8. Princess, Publix, pictures,
1,400.

9. Royal, Publix, pictures, 1,200.

10. Empire, Publix, second-run,
1,800.

11. Strand, Publix, pictures, 700.

12. Arcadis, independent, pic-
tures, 500.

13. Beethoven Hall, independ-
ent, stock and sports, 2,000.

14. La Nacional, Mexican, pic-
tures and stage, 1,500.

15. Auditorium, City roadshows,
6,500.

A total of 28,500 seats.

Reformers Hound
2 Exhibitors to
Blue Law Trials

Two exhibitors face trial on charges
of blue-law violations as a result of ex-
traordinary fervor on the part of re-
formers. After being hounded by zealots,
W. W. Hamlin, prosecuting attorney in
Ash Grove, Mo., has cited L. D. Met-
calfe for operating his theatre on Sun-
day, while at Scottsburg, Ind., C. W.
Rohn again is preparing for trial on a
similar charge, after a long search on
the part of blue-law fanatics for a court
of proper jurisdiction.

Rohn was tried two months ago be-
fore a justice of the peace, the jury dis-
agreeing. At the retrial, he obtained a
change of venue, but up to now no court
could be found that met with the law.

An effort to establish Sunday shows
in Lowville, N. Y., is being made through
a petition asking the village board to call
a special election to decide the question.
The signature of a majority of the tax-
payers wall ensure such an election.

Move Is Started
to Make Chicago
Mayor Censor Boss

Mayor William Hale Thompson may
soon become the boss of Chicago’s motion
picture censors. An ordinance is soon to
be presented to the city council which if
passed will place under complete political
control the city’s moving picture censor
board, now selected by civil service exam-
ination.

Under the proposed new ordinance the
board would be appointed by the mayor
with the consent of the city council. The
mayor’s appointees would have full and
direct authority over what could or could
not be shown in Chicago theatres. The new
ordinance is expected to be presented be-
fore the council within the next three or
four weeks.

November 26, 1927

EXHIBITORS HERALD

25

Trade Conference Endorsed

REGISTERED AT
CONVENTION
IN OMAHA

Mrs. O. R. Boetlner, Madison, Neb.; R. H.
Robinson, Blair, Neb.; A. L. La Frantz, Ute, Iowa;
Mr. and Mrs. B. B. Holdridge, Shenandoah, Iowa;
Wesley Mansfield, Tama, Iowa; Dale Goldie,
Cherokee, Iowa; W. J. Nieuland, Ord, Neb.; M.
Biemond, Loup City; Mr. and Mrs. H. G. Day,
Mapleton, Iowa; M. E. Schrieber, Wisner, Neb.;
E. A. Harms, Omaha; L. P. Grobeck, Omaha;
Mr. and Mrs. C. H. Sartorious, Harley, Iowa; Jas.
Schoonover, Aurora, Neb.; E. H. Robertson,
Scribner, Neb.

* * *

Mr. and Mrs. J. M. Reynolds, Elwood, Neb.;
Mr. and Mrs. J. Grabenstein, Eustis, Neb.; Mrs.
J. F. Van Tasell, Clarinda, Iowa; M. A. Budd,
Clarinda, Iowa; Emil Gross, Bloomfield, Neb.;
Victor Gross, Osmond; J. E,. Kirk, Omaha; A.
Burrus, Crete, Neb.; Morris Cohen, Co., Bluffs,
Iowa; Nick Paper, Lincoln; C. J. Kremar, Stan-
ton, Neb,; W. H. Creal, Omaha; F. M. Honey,
Red Oak, Iowa; Frank Good, Red Oak, Iowa;
L. Schwidelson, Sioux City; H. A* Larson, Oak-
land, Neb.; Herb Bleuchel, Omaha
* * *

Mr. and Mrs. Frank Johnson, Louisville, Neb.;
Mr. and Mrs. John Cosner, Sargent, Neb.; Mr.
and Mrs. H. F. Kennedy, Broken Bow, Neb.; Mr.
and Mrs. E. E. Gailey, Wayne, Neb.; R. E. Falkin-
burg, Lexington, Neb.; Wesley Booth, Nebraska
City, Neb.; W. E. Dyer, Gretna. Neb.; Ben Hard-
ing, Colonial Bluffs, Iowa; J. W. Andresen,
Tekamah, Neb.; E. C. Preston, Hastings, Neb.;
A. Beams, Red Cloud, Neb.; E. R. Winslow, Gib-
bon, 'Neb.; F. W. Houston, Omaha.

* * *

J. H. Ebersole, Avoca, Iowa; Frank Trullinger,
Clarks, Neb.; M. L. Radler, West Point, Neb.; Mr.
and Mrs. L. H. Ireland, Logan, Iowa; Carl Bailey,
Pawnee City, Neb.; Fred Detlefs, Manning, Iowa;
L. M. Greene, Tecumseh, Neb.; G. W. Hartman,
Omaha; R. W. Small, Wymore, Neb.; Walt Bradley,
Neligh, Neb.; Mrs. H. O. Peterson, Genoa, Neb.;
J. W. Crouch, St. Paul, Neb.; W. T. Biggs, Adair,
Iowa; Charles L. Nott, Sutherland, Iowa; W. C.
Whiting, Whiting, Iowa.

* * *

Mrs. Georgia Rasley, O’Neill, Neb.; Raymond
Brown, Harlan, Iowa; F. W. Anderson, Coleridge,
Neb.; Charles Prokop, Wahoo, Neb.; Walter Creal,
Omaha; Charles Nepodal, Omaha; A. F. Jenkins,
David City, Neb.; M. E. Southwell, Craig, Neb.;
A. W. J. Taylor, Uehling, Neb.; Mrs. W. H. Mason,
Malvern, Iowa; C. E. Johnson, Danbury, Iowa;
H. H. Folkens, Rock Rapids, Iowa; Floyd Wolfe,
Lynch, Neb.; J. A. Martens, Gretna, Neb.; Joe
Bredin, Omaha.

Studio Closing Due to
Vacations , Not Slump,
Says Warner in Denial

(Special to the Herald)

HOLLYWOOD, Nov. 22.— Denial of
the report that the proposed closing of
the Warner Brothers studios for eight
weeks is due to a slump and a need for
retrenchment, has been given out by
H. M. Warner, president, who gives vaca-
tions as the reason for the shut-down.

“It is only because of the extraor-
dinarily thriving condition of Warner
Brothers that such a respite for the
studio force could be effected. The last
portion of our current program is now
in work and it is because of conscien-
tious work on part of our staff that we
are sufficiently ahead of schedule to per-
mit them a vacation.”

“Wings” Passes 200th
Showing in New York

(Special to the Herald)

NEW YORK, Nov. 22. — “Wings,” the
Paramount war aviation picture, showing
at the Criterion, had its 200th showing
last Monday evening, and is now in its
sixteenth week, and is still playing to
standing room at every showing, it is
said. It is in its fourth week in Chicago.

Williams Is Re-elected
For Fifth Time at Omaha

Nebraska and Western Iowa Body Protests Exchange
Demands for Higher Admission Prices

(Special to the Herald)

OMAHA, Nov. 22. — Approval of the actions of the Federal Trade
Practice conference was voted by the M. P. T. O. of Nebraska and Western
Iowa at its annual convention last Tuesday. While there are as yet no
rulings by the Federal Trade Commission to be acted upon, the convention
endorsed the general plan of holding such conferences and the taking up of
the theatrical issues as a step in the right direction.

Convention Subjects Reduced

Incidentally, the New York meeting cut down to a minimum the subjects
which ordinarily come up at an M. P. T. O. convention, said Charles E.
Williams, who was elected president of the organization for the fifth time.
Subjects such as contracts, which usually are discussed, were taken up at
the federal conference and are being worked out on a national basis, so that
state associations do not bother about them at the present time.

Another resolution adopted by the con-
vention was aimed at the practice of
demanding that exhibitors charge a cer-
tain admission price for a picture, where
possibly larger competitive cities have
lower minimum admission charges for
matinees, bargain admissions at noon or
at other times. The resolution reads:

“Be it resolved. That we deem it
unfair trade practice for the exchange
to ask any exhibitor to charge a higher
admission price on any picture than
the minimum price charged for the
picture in any key city.”

R. F. Woodhull, president of the M. P.
T. O. A., and C. C. Pettijohn, general
counsel of the Film Boards of Trade,
were convention speakers.

The whole slate of officers were re-
elected. H. F. Kennedy of the Lyric
theatre, Broken Bow, Neb., remains vice-
president, and Esther M. Anderson, who
has been with the association for six
years, was re-elected secretary.

The re-elected executive committee
consists of the following:

Blaine Cook, Cook Theatres, Inc., Grand Island:

J. E. Hughes, Imperial, Alliance; H. A. Larson,
Majestic, Oakland; W. H. Creal, Beacon, Omaha;
A. Burrus, Isis, Crete; E. E. Gailey, Crystal,
Wayne; J. E. Schoonover, Mazda, Aurora; W. H.
Ostenburgh, Mid-West Amusement Co., Scotts-
bluff; R. W. Small, Markle Amusement Co.,
Wymore; Lou Heal, Sterling, Superior; Chas.
Prokop, Rex, Wahoo; J. E. Kirk, Grand, Omaha;
P. A. Schlumberger, Opera House, Denison, la.;
Max Drefke, Empress, Cherokee, la.; B. B. Hold-
ridge, Zenith, Shenandoah, la. ; Frank Good,
Iovvana, Red Oak, la.; J. F. Van Tasell, Armory,
Clarinda, la.; R. E. Falkinburg, Majestic, Lexing-
ton; M. Biemond, Liberty, Loup City, and W. W.
Booth, Paramount, Nebraska City.

The business session Tuesday was pre-
ceded by the annual banquet at the Rome
hotel Monday night, with an attendance
of 250 from the two states. President
Williams acted as toastmaster. Enter-
tainment was provided by the Lefholtz
Trio, the Harnessmakers Trio and Dan
Des Dunes’ band.

Woodhull in his address said the indus-
try never has tolerated unamericanism,
communism or atheism in its produc-
tions, and keeps itself clean. Pettijohn
pointed out that the industry was en-
deavoring to cut down on excessive
costs.

McGuirk Denies Move to Take Over

Schoolman-Poli Deal on Percentage

(Special to the Herald)

NEW YORK, Nov. 22. — The following letter from John J. Mc-
Guirk, president of the Stanley Company, was given out today by
E. F. Albee at the Keith-Albee offices:

“My attention has been called to a recently published statement
reporting that the Stanley Company of America has negotiated with
Max Schoolman of Boston to take over the Schoolman-Poli deal on
a percentage basis. I would suggest that you have Mr. Maurice
Goodman; and your legal department make a denial of any such
incident or intention under any circumstances. Have him plainly
and emphatically state that the Stanley Company has no connection
nor does it intend to have any with the Schoolman crowd. You can
have this statement signed ‘John J. McGuirk,’ if you so desire.

“The only interest we have in the New England territory is an
association with you in the plans you are now making in the Poli
towns. That is absolute and final and I cannot understand where
any such report could have come from, as it is absolutely false and
without foundation of fact. It may be that they have been using
our name to further their own interest. There is no other con-
clusion. That is why I suggest you hit it right on the head. I
will personally get in touch with some of the trade papers and ask
them to make our position clear.’’

26

EXHIBITORS

HERALD

November 26, 1927

Stand Pat in Paramount Case,
Exhibitor Body Urges

President Wehrenberg at St. Louis Convention Calls Trade Practice
Conference Boon to Independents in All Branches

(Special to the Herald)

ST. LOUIS, Nov. 22. — The Federal Trade Commission should not
weaken in its position in the Paramount case. This was urged by
the M. P. T. O. of Eastern Missouri and Southern Illinois at its
quarterly meeting at the Elks Club, St. Louis, last Tuesday. A telegram
announcing this stand was forwarded to W. Markham Flannery of the
Commission. Individual exhibitors of the territory also were urged to
communicate with the trade commission endorsing its position.

FRED WEHRENBERG, president of
the exhibitors, said the action did not
mean that the organization desired to
see the Paramount corporation or any
other large film producing and distributing
organiaztion put out of business. “How-
ever,” he said, “we do believe the best
interests of independent exhibitors
throughout the country make it neces-
sary that certain evil practices should
be stopped immediately. Such reforms
can be accomplished without destroying
Paramount.”

Conference Results Praised

President Wehrenberg, Treasurer Os-
car Lehr of St. Louis, and Clarence
Kaiman, a member of the organization’s
board of arbitration, gave firsthand in-
formation on the Federal Trade Prac-
tice conference. Werhenberg stated the
conference was the most important gath-
ering ever held in the industry and had
accomplished much for independent ex-
hibitors and also for independent pro-
ducers and distributors.

The exhibitors at their executive ses-
sion also discussed the operations of
some concerns that place advertising
curtains in motion picture houses by in-
ducing local merchants to buy space on
the curtain for a period of one year.

Complaint was made by some ex-
hibitors from Southern Illinois that one
concern in the advertising field did not
promptly carry out in full the provisions
of the agreement. Other exhibitors were

urged to take proper precautions in
dealing with out of town concerns to
see that all agreements are fully com-
plied with before full payment is made
to the advertising organization.

It was learned that one Southern Illi-
nois exhibitor of wide experience had
very successfully put over such an ad-
vertising campaign with an out-of-town
concern by simply taking full charge of
the advertising contracts signed by the
local merchants and arranging to make
payments to the advertising concern
from time to time instead of permitting
the company to collect in full at the be-
ginning of the contract. Under this sys-
tem any delay proves costly to the ad-
vertising agency.

Wehrenberg Is Toastmaster

At noon a dinner was served in the
rathskeller of the Elks Club, President
Wahrenberg acting as toastmaster. Wil-
liam R. Schneider, who was speaker pro
tern of the Missouri House and is a can-
didate for the Republican nomination for
governor, urged adoption of a state
budget system which would eliminate
such obnoxious measures as the 10 per
cent tax of amusements that Governor
Baker tried to jam through at the last
legislature.

Other speakers were Former Mayor
Henry W. Kiel of St. Louis; Director of
Public Safety Brod; State Senator
Joseph Mogler, and Billy Sievers, pioneer
exhibitor.

British Combine Plan Aired

Trade Agog Over Rumors of Huge Booking Combine Which
Exhibitors Threaten to Organize

(Special to

LONDON, Nov. 22.— (By Mail) The
whole trade has been agog lately on ac-
count of the startling scheme which a
special committee of the Cinematograph
Exhibitors Association has formulated. As
cabled specially to the Herald, this special
report which recommends the formation of
a gigantic booking combine, embracing in
the neighborhood of 1,000 cinemas — equi-
valent to a huge company with £10,000,000
capital — was favorably received by the
trade leaders.

The objects of the scheme are to secure
for participating exhibitors: (1) The

preservation of the capital they have al-
ready invested in their cinemas. (2) To
enable them to secure films at economic
prices. (3) To enable them to participate
in the normal development of the industry.
It is with their eye on the possibility — al-

the Herald)

ready ominously pretended in Great
Britain — that the C. E. A. is now moving
to secure the preservation of independent
theatre interests in this country. In this
special report it is stated that at the mo-
ment large groups of theatres are able to
book their films at about 30 per cent lower
than individual exhibitors.

This points the moral that the only sal-
vation for the individual exhibitors is to
band themselves together and to establish
a booking committee with central head-
quarters in London.

Will Evans, head of the P. C. T., de-
clared that if the scheme were adopted he
would reopen negotiations with one of
three American theatre combines. Despite
denials, the rumors of a merger of First
National with Pathet and P. C. T. will not
down.

Report Tells How
Government Aided
Producers Abroad

(Washington Bureau of the Herald )

WASHINGTON, Nov. 22— Important
assistance given the American motion
picture industry by the Department of
Commerce, through the bureau of for-
eign and domestic commerce, is outlined
in a report submitted to Secretary
Hoover by Director Julius Klein. Be-
sides the consequential work of Special
Trade Commissioner George Canty in
Paris, the activities of three individual
branches are cited.

Most important among these is prob-
ably the work of the. Czecho-Slovakian
attache, who secured the postponement
of a proposed import contingent that
was to have been effective immediately.
In this nation American producers do a
$600,000 business annually.

The attache in Rome was successful
in having the foreign-exchange restric-
tions lifted to permit remittances by
American subsidiaries in Italy, while in
Madrid the attache achieved the rein-
statement of an American film previously
banned. The report also points out the
high value of the foreign research work
carried on by the motion picture section,
which was established only a little over
a year ago.

New Multi-Color Film
Is Said to Reproduce
Every Visible Color

(Special to the Herald)

PITTSBURGH, Nov. 22.— Before a
group of scientists, educators and repre-
sentatives of motion picture producers, a
private showing of what is said to be the
first optical multi-color process for mo-
tion pictures was given at a local studio
here last week.

The new invention is said to repro-
duce on the screen every color that is
visible to the human eye. True blues and
purples, which are difficult to reproduce
in natural colors, were said to have been
perfectly reproduced. The use of a simple
lens attachment which can be used on
any camera and projector is said to be
all that is required.

Auto Accident Fatal to
Cameron , Fox Comedian ;
Women Companions Hurt

(Special to the Herald)

HOLLYWOOD, Nov. 22.— Gene Cam-
eron, screen comedian, was killed in-
stantly in Arizona last Wednesday, when
his automobile, in which were also Sue
Lankford and Peggy Baldwin, his cous-
ins, left the road because of a broken
steering knuckle. They were on their
way to Dallas for the Thanksgiving holi-
days. The women escaped with injuries.

Cameron had been under contract with
Fox for several years, his engagement
ending in August.

Chaplin No Plagiarist

(Special to the Herald)

NEW YORK, Nov. 22.— Release of
Charles Chaplin from the charge of
plagiarism brought by Leo Loeb, by a
jury in Federal court here last week, is
significant to the entire industry, accord-
ing to Nathan Burkan, Chaplin’s attor-
ney, who holds that as a result creative
artists are now fully protected by law.

November 26, 1927

EXHIBITORS HERALD

27

Inspiration Sees
Addition of Units
the Coming Year

( Special to the Herald)

HOLLYWOOD, Nov. 22. — Inspiration
expects to have at least six producing units
in the near future, according to recent de-
velopments in that
company, which
has already
merged with the
Tec-Art studios,

Edwin Carewe’s
company, and the
cently formed pro-
ducing firm of

Edwin Carewe

Halperin Brothers.
It is reported at
Inspiration offices
that other inde-
pendent produc-
ing units are ex-
pected to join
]. Boyce Smith within the coming

year.

Plans for expansion have been going on
for some time in the office of Walter
Camp, president of Inspiration, while on
the West Coast, J. Boyce Smith, treasurer
and production chief, has been concerned
with the creation of a more pretentious
type of product.

Columbia Books Entire
Product into 48 Houses

(Special to the Herald)

NEW YORK, Nov. 22.— Forty-eight
theatres in Texas and four in Oklahoma
will show Columbia’s Perfect Thirty, as
a result of the closing of contracts by
the Liberty Specialty Film Distributing
Corporation, Columbia franchise holders
in the Texas territory, with three large
Southwestern chains. The circuits are
the R & R Theatre Enterprises, Dent
Theatres, Inc., and Federated Theatres,
Inc.

Changes in the Columbia sales forces
have brought the replacement of Man-
ager A. M. Rosecan at Butte by Charles
Knickerbocker, formerly with Fox and
others; and the addition of E. W. Nor-
mand at Portland, and of Dave Bierder-
man at Los Angeles, both salesmen.
Allan S. Moritz has also been added to
Columbia’s sales staff. At the studios,
Frank Capra has been engaged to direct
“So This Is Love,” starring Viola Dana.

Mrs. Wallace Reid Has
Close Calls from Death

(Special to the Herald)

NEW YORK, Nov. 22. — Mrs. Wallace
Reid, while on a tour in Indiana and Penn-
sylvania recently had two narrow escapes
from death. In Indianapolis, the hotel in
which she registered was completely de-
stroyed by fire just after she had left.

In Pittsburgh, while playing an engage-
ment at the Davis theatre, her car passed
directly by the large gas tank that less than
30 minutes later exploded and killed at
least a score and caused thousands of dol-
lars worth of property damage.

Arbiters Must Be Impartial,
American Association Warns

Arbitrators Should Withdraw from Case If Open to Challenge,
Says Codified List of Suggestions — Must Not
Act As Agents or Umpires

(Special to the Herald)

NEW YORK, Nov. 22. — Arbitrators must be impartial, with no interest
in the outcome of any case, no private agreements and no prejudice, and
should withdraw if open to challenge, says a codified list of suggestions of
the American Arbitration Association, just issued to arbitration boards
in the industry by the M. P. P. D. A.

Must Not Act As Conciliators

Arbitrators should avoid acting as conciliators, agents of either party
or as umpires, and should neither delegate their duties to others nor
appear to have a bias, the recommendations add.

The complete text of the suggestions, which include duties before,
during and after a hearing, follows.

The Office of Arbitrator

1. Arbitrators are persons designated by the
parties (or in accordance with a procedure upon
which they have agreed) to decide a contro-
versy or difference which has arisen between
them.

2. The authority of the arbitrators is derived
from and limited by the Rules and Regulations
Relating to Arbitration which are referred to
in, and by such reference made a part of the
Standard Exhibition Contract. They are not
bound by the technical rules of evidence, but
they are without power or authority to adopt
or apply any rule which shall be at variance
with any of the provisions of the Standard Ex-
hibition Contract, or any other contract be-
tween the parties or the rights and obligations
of the parties thereunder. In arriving at his
conclusions, an Arbitrator should bear in mind
that his responsibility is as great as that of a
judge sitting in a court of law on a similar
case; he should be actuated by similar princi-
ples of justice and rules of conduct.

3. Arbitrators must be impartial. They can-
not be impartial before or during the arbitra-
tion whenever

(a) They have any interest in the outcome
of the controversy.

(b) They have any private agreements with
either party respecting the subject mat-
ter in controversy.

(c) They have any bias or prejudice in
favor of or against either of the parties.

If the impartiality of the arbitrators is open
to challenge on any of the above grounds, they
should

(a) Withdraw when the interest is dis-
closed. If the parties waive the above
grounds of objection, the arbitrators
may continue to act.

Failure of the arbitrators to disprove any inter-
est or bias, as above defined, may cause a court
to set aside the award.

4. Arbitrators should avoid :

(a) Acting as conciliators. Their duties are
not to seek a compromise but to reach a
fair decision and to make a just award.

(b) Acting as an advocate or agent of either
party. Their duties are not to argue or
defend the case but to hear and decide
solely on the basis of the evidence sub-
mitted.

(c) Acting as umpires. Their duties are to
participate fully in the arbitration from
the beginning without waiting until a
difference arises between the other ar-
bitrators.

(d) Delegating their duties or authority to
others. Each arbitrator is personally
responsible and is obligated to perform
the duties of his office'.

(e) Appearing to have a bias. Arbitrators

“Laurie” Draws Big
As “Ladies from Hell”

(Special to the Herald)

LOS ANGELES, Nov. 22 —
Metro - Goldwyn - Mayer’s “Annie
Laurie,” playing here at Loew’s
State, was billed as "Ladies
From Hell,” permission to change
the title having been granted by
the producer to Harold Franklin,
president of Wesco, who believed
that the new title would draw
better. The picture did unusual
business.

should not express opinions or views concerning
the parties or the controversy until the award is
made.

c me 7 7” c nearing

5 I he Arbitrators must read and be thor-
oughly familiar with the Standard Exhibition
Contract, the rules and regulations relating to
arbitration, and the complaint and answer if any
of the parties.

(а) The Standard Exhibition Contract.

• "je r arkRra^ors> power and authority are de-
rived from and limited by the Standard Exhibi-

S^*-ConVactA the Rules and Regulations
Relating to Arbitration. They must therefore
observe all the terms and conditions se*t forth
therein.

(б) The Complaint and Answer.

The Arbitrators must decide all matters in is-
sue, and should not take into consideration anv
matter not therein specified.

(c) Rules and Regulations Relating to Arbi-
tration.

The conduct of the arbitrators is governed bv
the Rules and Regulations Relating to Arbitra-
j1?"- these Rules and Regulations are not
faithfully observed throughout the whole pro-
ceeding the arbitrators are not acting in accord-
ance therewith, and their award may be vacated.

Duties Pertaining to the Hearing

6. Arbitrators should create and maintain an
atmosphere free from animosity. Parties and
witnesses should be allowed to make their state-
ments in their own way without too frequent
interruptions.

The arbitrators should so conduct a hearing as
"Ot to prejudice the interests of either party.
They should not receive private communications
from either party without acquainting the other
party with their contents. Each party should be
accorded an equal opportunity to present his
case.

7. The arbitrators should remembev to :

(a) Decide whether witnesses shall be sworn.

If witnesses are to be sworn the follow-
ing form should be used: “Do you
solemnly swear that in the dispute be-
tween and

... you will tell

the truth, the whole truth and nothing
but the truth so help you God?”

(b) Hear, in the presence of all arbitrators,
first the complaining party and then the
defending party. The arbitrator should
permit the parties to question each other
and should then examine the parties and
witnesses himself if he so desire's.

(c) Permit, in his discretion, the parties to
sum up their case by argument.

(d) Adjourn the hearings to a future date if
the case' is incomplete or if further evi-
dence is necessary. Take all possible
steps to avoid unnecessary delays.

(e) Take notes during the proceedings to
facilitate questioning the parties after
they have completed the case, or to
marshal the facts for use in arriving at
an award.

(f) Close the case by asking whether there
is any further evidence; if no evidence
is offered, take a final adjournment.

(g) Confer immediately with the other arbi-
trators to arrive at a decision.

8. The arbitrators are cautioned to :

(a) Refuse to listen to any evidence unless
both parties and all arbitrators are
present.

(b) Refuse to consider any communication
from either party unless the other party
has seen it.

(c) Refuse to admit evidence which is
clearly immaterial and irrelevant and the
introduction of which would delay the
proceeding.

(d) Postpone only for proper causes a hear-
ing already set.

(e) Avoid giving any appearance of having

( Continued on page 34)

28

EXHIBITORS HERALD

November 26, 1927

Gardner’s “Smoker” in Balcony
Packs House For First Show

Owner of Pine Hills Theatre at Albany Equips Upper Floor with
W icker Chairs for After-Dinner Cigar or Cigaret

(This is the second of a series of Herald articles on the problem of women
smokers in theatres.)

(Special to the Herald )

ALBANY, Nov. 22. — Clarence Gardner, who owns and operates the
Pine Hills theatre in this city of 130,000, has built up a business
Lby working out a rather novel little idea, which costs nothing and
at the same time has resisted the inroads of automobiles, radios and
evenings at home. Gardner’s house is two miles from the center of the
city, in a rather wealthy neighborhood. Some theatre owners would
have thrown up their hands and declared it foolish to attempt to seek
anything like a large patronage from such homes, on the grounds that
these people would naturally flock to the large downtown first-runs.

THE Pine Hills section of Albany, is
the sort of neighborhood where there
is a six o’clock dinner and the man of
the house enjoys a good cigar after his
meal. Gardner conceived the idea of
making the balcony of his theatre at-
tractive to just such sort of men, and
has succeeded in a remarkable way. He
has equipped his balcony with comfort-
able wicker chairs, and about seven
o’clock each evening there is a veritable
parade of men and their wives in the
direction of the theatre.

While a majority of the couples
separate upon entering the theatre,
the husband going into the balcony
with his cigar and perhaps a quiet
visit with his neighbor as they view
the picture, the wife goes to a seat
on the main floor. There are some
couples, however, who do not divide
but go directly to the balcony, where
the wife sometimes enjoys her cigaret.

The idea has brought the theatre into
a distinct class as a neighborhood house,
a place where men and women meet
their neighbors and where the men may
enjoy their cigars and relaxation and at
the same time have good wholesome
entertainment. The idea has brought
about full houses at seven o’clock, the
nine o’clock show invariably taking care
of itself with the younger element who

Boys Exhibit Films to
Pay College Expenses

(Special to the Herald)

GEORGETOWN, TEX., Nov.
22. — By operating motion picture
machines near Georgetown, Texas
nine boys earn money to pay part
of their expenses at Southwestern
university ; two others make
enough to cover tuition expenses
by operating a machine for the
college pictures in the University
auditorium every Friday. Dean
Oscar Ullrich is sponsoring the
idea and furthered it by establish-
ing two machines in the college.

Some of the boys own their
own machines and cover each
week an established route of small
towns, playing in the city halls or
school auditoriums. They get, at
small cost from the various ex-
changes, such pictures as “The
Moon of Israel,” “A Racing
Romeo,” “The Judgement of the
Hills,” “The Harvester,” “The
Scarlet Letter,’ and “Ben Hur.”

never seem able to get around for the
first show.

This is the only house in Albany that
permits smoking either in the balcony,
or in fact any place outside the dressing
rooms. The managers of Albany’s thea-
tres do not object to women smoking
providing they do not indulge in their
favorite brand while seated in the thea-
tre.

Sugarman a Sure ’Nough
“Youngest Exhibitor”
Though He’s 27

Harry M. Sugarman of Los Angeles is
this week’s “youngest exhibitor” and his
story reveals him as one of the most for-
midable entrants
in the interesting
Herald series.

And this despite
the fact that Mr.

Sugarman is “get-
ting on in years.”

Indeed, Sugar-
man admits to the
ripe and contem-
plative age of 27,
while the Herald
has discovered ex-
hibitors in their
middle ’teens ! And
yet —

Sugarman began Harry Sugarman
his career at the

age of 20, when he became manager of the
Casino theatre in Los Angeles. At the age
of 21, he purchased the La Tosca in that
city and a year later built the Riviera, a
900 seat house. Later on he was partner
in the purchase of the 1,300 seat Unique.
It was while owning and operating these
that he formed the West Coast Junior
Circuit, which is a subsidiary of the great
Wesco, and as president he now operates
houses in Los Angeles, Redlands, Ontario,
Whittier and Belvedere Gardens.

Sugarman’s company is also erecting two
other theatres, both of them seating 1,700
and to be equipped for stage shows as well
as pictures. And besides being president
and general manager, Sugarman is also the
largest single stockholder in the concern.
Then just for good measure, he has added
to his theatrical enterprises a prominent
hotel in Los Angeles.

And so, pretty old though he may be for
a “youngest exhibitor,” his story behooves
one to scratch his head and ask, “How
could he be younger?”

NEW HAMPSHIRE
SHOWMEN

Among New Hampshire’s enterprising
exhibitors are (left) A. P. Stewart of
the Franklin at Durham and J. L.
Thayer of the Leddys at Epping.
(Photos by H. E. N.)

Second Accident Puts
Coast-to-Coast Rider
For “U” in Hospital

(Special to the Herald)

CONCORD, N. C., Nov. 22.— Miss
Vonceil Viking, who is making a ride
on horseback from New York to Los
Angeles in the interest of Universal
Western pictures, is in the hospital here
as a result of severe sprains and bruises
received when her horse, “Broadway,
fell on her.

Her first accident occurred near
Greensboro when a speeding automobile
brushed her and the horse, knocking
both into a ditch. And on top of these
misfortunes, the plucky rider was thrown
two days behind her schedule by an at-
tack of influenza.

Rialto , Newark , Books
U-A Films for 3 Years

( Special to the Herald)

NEW YORK, Nov. 22.— The Stanley-
Fabian company of New Jersey and the
United Artists Corporation have signed
a contract whereby the Rialto at New-
ark will play all LTnited Artists releases
for the next three years.

The New Rochester at Rochester. N
Y., opened with “Two Arabian Knights”
and the Riviera at Omaha has just fea-
tured the same picture; the new United
Artists Theatre at Los Angeles, which
is to be opened about December 1, will
play for its initial film, “My Best Girl,”
as will the new State theatre at Spring-
field, Ohio. —

Marcus Tours Southeast
Promoting F B O Drive

(Special to the Herald)

NEW YORK, Nov. 22.— Lee Marcus,
general sales manager of F B O, is touring
the Southeastern exchanges to prepare the
territory for the February sales and ex-
ploitation drive. February is to be Jubilee
Month, in honor of the election of Joseph
P. Kennedy as president of F B O.

Colvin W. Brown, vicepresident of
F B O, returned last Friday from Europe,
where he had spent three months in the
interests of foreign sales and distribution.

4 Films in 23 Days Each

(Special to the Herald)

HOLLYWOOD, Nov. 22. — Warner
Brothers are starting four films on a
twenty-three days’ schedule.

November 26, 1927

EXHIBITORS HERALD

29

Exhibitors of Albany and Troy joined hands with the exchange managers of the
former city Sunday in a huge benefit in which thirty-five houses participated.
It brought several thousand dollars toward further aiding of Vermont’s flood
sufferers. Left to right, front row: Harry Seed, J. F. Wallace, Oliver H.
Stacey, D. B. Shephard, C. D. LaPointe, Joseph Saperstein and Harry Heilman.
Rear row: A. deW. Veiller, C. H. Buckiey, H. C. Bissell, A. J. Gutek, Walter
Roberts, Clarence Gardner, Howard Morgan and Jacob Rosenthal.

35 Theatres Raise $11,800
For New England Flood Aid

Benefit Shows Given in Upper New York State — Five Theatres
in Vermont Badly Damaged and Another Washed
Away, Recheck Discloses

(Special to the Herald)

ALBANY, Nov. 22. — Thirty-five of the motion picture theatres in Albany,
Troy, Rensselaer, Chatham and Ravena, N. Y., joined hands last Sunday in
presenting superb bills of entertainment and turning over the receipts, totaling
$11,800, to the Vermont flood sufferers. Practically all theatres played tec
S. R. O. business in receipts, led by the Leland in. Albany, where Sunday shows
are not allowed by the city authorities. The Troy theatres, which gave only
the afternoon receipts, contributed $1,618.

Committees Do Good Work

The benefit was ably handled, A. deWolfe Veiller, manager of the Mark
Ritz in Albany, and a son of the playwright, Bayard Veiller, serving as chair-
man. Associated with him were Alec Sayler, manager of the Leland, a- treas-
urer, Joseph Saperstein of Harmanus Bleecker Hall, and Clarence Gardner of
the Pine Hills theatre. The Troy committee included Jacob Golden. Walter
Roberts and Jacob Rosenthal. As a subcommittee Veiller had named Alec
Herman, E. J. Hayes and Nat Levy, all exchange managers of Albany.

Ruth Elder Featured
on Capitol Stage , N. Y.
Honored in New Song

(Special to the Herald)

NEW YORK, Nov. 22.— Ruth Elder,
aviatrix, who nearly flew across the At-
lantic, is appearing this week on the stage
of the Capitol theatre, on a bill constructed
around her. A special song was intro-
duced, entitled “Flaming Ruth.” A num-
ber of theatres are understood to have also
bid for her services.

Last Saturday night she also spoke
through the Capitol radio microphone,
helping to celebrate the fifth anniversary
of the station.

Abuses to Go, Woodhull
Declares at Kansas City

( Special to the Herald)

KANSAS CITY, Nov. 22.— “The re-
cent trade conference was a revelation
to several producer-executives who were
of the opinion that there were many
situations on which no mutual agree-
ment could be made,” R. F. Woodhull,
president of the M. P. T. O. A., told
Kansas City exhibitors at a meeting here
Saturday. “As a result, all divisions of
the business will be brought into closer
relationship and many of the trade
abuses will be eliminated.” The same
day, C. C. Pettijohn, general counsel of
the Film Boards of Trade, was a guest
of honor of Film Board of Trade at
a luncheon at the Hotel President.

Klein Adds 6 Dog Films,
8 Others to Product

( Special to the Herald)

NEW YORK, Nov. 22. — Six dog fea-
tures are announced for production begin-
ning at once, by the Edward L. Klein
Corporation, which has imported a German
police dog named Champion for the series.
The pictures' will be known as Champion
Productions and the first is due before
Christmas.

Klein has also added to its product eight
additional feature productions to be re-
leased under the series title of Majestic
Eight. They will be the creations of an
independent American producing company,
and the first will go into production in
about two mon hs.

Schmertz Appointed
To Albany Film Board

(Special to the Herald)

ALBANY, Nov. 22. — Isidore Schmertz,
of New York City, and now local man-
ager for Fox, was elected' vice-president
of the Albany Film Board of Trade
today, succeeding Harry Weinberg, who
recently resigned as local manager of
F B O and is now in Omaha. A reso-
lution was adopted by the board fining
each member $2 for every failure to at-
tend a meeting, sickness or attendance
at home office conferences being the
only valid excuses.

Sterling Completes 75
Per Cent of Program

(Special to the Herald)

NEW YORK, Nov. 22. — Sterling has
finished about three-quarters of its 1927-28
program, the completion of “Outcast Souls”
bringing the total number of pictures re-
leased or ready to that amount. This film
will be released December 15, and will be
followed in production by “Burning Up
Broadway,” scheduled for release January
30. Four others remain.

^ C. D. LaPointe came all the way from
Chatham to Albany to volunteer the
services of his theatre on Sunday. Pro-
prietors of hotels and cabarets in Albany
came forward with their orchestras,
while other houses added amateur acts.
The mayors also cooperated. In Cohoes,
Louis Buttner contributed 25 per cent of
the day’s receipts. In Albany the thea-
tres ran continuously from 1 p. m. until
11 p. m.

Donald Shephard, president of the Al-
bany local of stage employes and oper-
ators, arranged that not only would
members work throughout the day, but
also would donate their pay. The film
exchanges of Albany donated the pic-
tures.

Vermont Theatre Lost in
Flood, Others Damaged

(Special to the Herald)

BOSTON, Nov. 22. — Five theatres in
Vermont were heavily damaged by the
recent flood and another — the Star of

Milton — was wiped out, latest records
show. The Star, of which Mrs. Earl
Bevan was the owner, was demolished
and washed down the river. The five
theatres damaged are the Castleton at
Castleton, the theatre at Benson, the
Savoy at Northfield, the theatre at East
Fairfield and the Town Hall at Stowe,
with 2,500 total seating capacity.

The Gray Circuit’s Playhouse at Mont-
pelier, where the water rose to the top
of the marquis, was reopened after the
mud and debris had been removed fol-
lowing recession of the flood waters.
The Strand there was not as badly dam-
aged as the Playhouse. The circuit’s
theatre at Barre also suffered some dam-
age.

Quantities of film are still missing in
the flooded area.

Attendance has fallen off tremendous-
ly, but at Lebandon, N. H., the theatre
is playing to 3,000 a night because of
the large gangs of railroad laborers at
work there.

30

EXHIBITORS HERALD

November 26; 1927

Actors Urge Rigid Restrictions
To Check “Foreign Invasion”

Writers Club Honors Prince William— W am pas Meeting Breaks At-
tendance Records — Richard Dix Recovering
By RAY MURRAY

HOLLYWOOD, Nov. 22. — Hollywood film actors are up in arms over
the “foreign invasion” of screen players from abroad. Vigorous en-
forcement of the immigration laws will be demanded at a meeting
to be held this week at the headquarters of the motion picture branch of
the Actors’ Equity Association.

IT is asserted many splendid American
actors are finding themselves shoved
into the background in favor of foreign
players, even in cases where typical Ameri-
can characters are required. Resentment
against this practice has been openly ex-
pressed by Hollywood screen celebrities
ever since the exodus of foreign players to
the Coast began. The outcome of the
meeting is awaited with keen interest by
many of the old timers.

* * *

The work of removing the scaffolding
from the interior of the new $3, 000, 000
United Artists theatre, at Broadway and
Tenth streets, was completed this week and
it is stated the house will be ready for its
premiere early in December. Officials of
West Coast Theatres, Inc., together with
Mary Pickford and Douglas Fairbanks, in-
spected the film palace.

Zanuck Goes to Paris
Darryl Zanuck, associate executive of
Warner Brothers, and Mrs. Zanuck, known
on the screen as Virginia Fox, will sail
from New York for Paris about December
5, for a two months’ trip.

* * *

W riters Honor Prince

Prince William of Sweden was given a
little touch of Western life by the screen
folk at the Writers Club, last Tuesday
evening, when 200 members assembled to
do honor to the royal visitor. Maude Ful-
ton staged her famous travesty, “Faro
Nell,” and Rob Wagner presented the
prince with a life membership in the club.
Tom Mix acted as master of ceremonies.

* * *

Hat Roach, comedy producer, is go-
ing about with his chin swathed in
bandages, as the result of being hit
with a polo mallet in a practice game
at Santa Monica last W ednesday.

* * *

By decision of the actors’ branch of the
Motion Picture Academy of Arts and
Sciences, Edna May Adams, Johnny Hines’
leading woman, may use the name of
Edna May for professional purposes. Edna
May Cooper protested against the use of
the name, claiming Miss Adams had in-
fringed on a name she is using but the
Academy decided Miss Cooper’s complaint
should be withdrawn inasmuch as Miss
Adams had been christened Edna May.

* * *

Richard Dix, Paramount star, has
recovered from an accident at Vic-
loryville last Monday, while making
a scene for a picture. Dix was stand-
ing on a rock when he lost his foot-
ing, striking his spine on the edge of

a led $e- * * *

The last meeting of the Wampus broke
all records for attendance. It was a sur-
prise program arranged by Joe Steel and
Garret Graham, and the identity of the
guests of honor was shrouded in mystery
until the meeting. Richard Barthelmess,
Howard Green, Adam Hull Shirt, John Le-
Roy Johnson, Harry Hammond Beall and
others impersonated actors, advertising
men, poets and Rotarians. It was one of

the liveliest and most enjoyable meetings
held this year.

* * *

F. McGrew Willis, scenarist and supervi-
sor at the DeMille studios, is the proud
father of an eight-pound son, born at the
Methodist hospital Tuesday morning.

* * *

Jeff Lazarus, director of publicity and
advertising, West Coast Theatres, has
shifted several of his lieutenants : Bob
Doman, formerly at Loew’s State, will be
in charge of publicity at the new United
Artists theatre ; Mel Riddle is transferred
to Doman’s position, and Charles Kurtz-
man has succeeded Riddle at the Million
Dollar.

* * *

Lou Seiler’s next Fox production will be
“White Silence,” to be made under the
supervision of Phil Klein. Becky Gardner
is preparing the screen adaptation.

* * *

Taylor Returning to United Artists

Sam Taylor is to return to the United
Artists Studios to direct “The Last of
Mrs. Cheyney” starring Gloria Swanson.
This picture will go into production as
soon as Miss Swanson returns from New
York. Henry King is to direct “The
Woman Disputed” also for United Artists,
starting the first week in December.

* * *

“Dress Parade,” Pathe’s story of West
Point, was given its Western premiere at
the Boulevard theatre last week, with 300
commissioned officers, all West Point
graduates, in attendance. The picture broke
all records for receipts and attendance on
the opening day. The campaign was ar-
ranged by manager Lou Golden, with the
assistance of Duke Orbach, publicity di-
rector for the Boulevard, and Billy Leyser
of DeMille studios.

* * *

Leo Meehan F B O director, has com-
pleted “Wallflowers,” the Temple Bailey
story, with Hugh Trevor and Mabel
Julienne Scott in the leading roles.

We present herewith Iona M. Redden,
manager of Gray’s Lyric theatre at
Dover, N. H. She can “shofer” a box
office as well as her car. (H. E. N.
Photo.)

-4=

Re-Takes

HOLLYWOOD — Well, we’ve seen a
real Prince. And he seems like a
regular fellow — 100 per cent human, shoots
craps, and likes to see how the movies are
made. We mean Prince William, who was
here last week.

* * *

At the Writers Club the Prince listened
to an interesting and “thrilling” lecture on
wild animals, illustrated by actual photo-
graphs from “The Lost World,” Watty
Rothacker’s epic of the stone age photo-
graphed at great danger and expense.

* * - *

Hurrah! A Murder!

And next Tuesday we’ve been invited
to a massacre of a whole tribe of Indians
over on the Lasky Ranch. Edwin Carewe
is staging the little bout between a hundred
armed bandits and a tribe of real Indians,
for a scene for “Ramona.” It ought to
be good. There’s nothing we like better
than a massacre or a murder on Tuesday.
* * *

All Off

I see Henry isn't going to sell his new
bus for $12.50 a month. Well, what does
he want for it? This suspense is awful.

sj: sjc

Today’s Fable: Once upon a time there
was a good looking young leading man who
asked his director to get him a “double”
for the love-making scenes.

* * *

How True, Alas How True

In Hollywood, where many theatres run
double bills, the combination of titles is
somewhat startling. For instance, the
Huntley theatre advertised in electric
lights :

“Easy Pickings”

“The Tired Business Man.”

* * *

Those Wampas Cutups

Attended one of the most amusing meet-
ings of the Wampas last week and listened
all evening to the boys poking fun at this
and that and having a general good time.
Howard Green was introduced as “the
only gag man in Hollywood who can read
and write” and a representative of 37
newspapers and magazines who spoke was
asked what his circulation was, when some-
one piped up “37.” A well-known foreign
actor who insisted upon reciting “The
Raven” got as far as the third stanza
before they murdered him. “Richard
Barthelmew,” an actor, was introduced and
gave a correct imitation of John Gilbert,
or Harry Gilbert, or somebody, in “The
Big Parade.” There was no reference
made to Harry Hammond Beall’s opera-
tion, Pete Smith’s illness, or Harry Wil-
son’s trip to Singapore.

Jfi

Famous Lawst Words

“When I release the lion, you run.”

* * *

“Cold Wave Sweeps Midwest” — headline.
Meadows, hand me another lemonade and
turn on that electric fan* — R. M.

Bathing Girl Breaks Leg

(Special to the Herald)

HOLLYWOOD, Nov. 22. — Football
proved too strenuous a sport of Christie
bathing girls last Wednesday when Helen
Thomas Baker, 19 years of age, received a
broken leg during the filming of a scrim-
mage scene on the gridiron of Loyola
College.

November 26, 1927

EXHIBITORS

HERALD

31

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

November 2, 1927

by

the Camera

W. C. Fields poses as a statue so the
turkey will come close enough for
a shot. Chester Conklin, co-starring
Paramount
by the beauty of

Rather obvious, of course, but Flash,
M-G-M’s new acting dog, puts on a
little extra “dog” to bring his tidings.
He’s in “Under the Black Eagle,” a
drama.

Two feasts here, one visual, the
other gastronomic. And our favor-
ite portion first unless we’ve for-

gotten our carvology. The surgeon
is Barbara Kent of Universal.

Andy Rice, playwright and vaudeville author, must have
sprung a new one, judging from Madge BellamV’s concen-
trated smile. Rice is now under Fox contract. Others
here are Arthur Rosson (left), director, and James Hall.
The picture being made is titled “Silk Legs.”

All present except Will Rogers, and he’s accounted for.
They arrived in New York to take in the premiere of “A
Texas Steer,” the comedian’s starring vehicle for First Na-
tional. (L to R) Richard Wallace, director; Ann Rork,
Mrs. Wallace and Sam E. Rork, producer.

32

EXHIBITORS HERALD

November 26, 1927

There were exactly nine reasons for Ranger, the F B O dog
star, to be thankful Thursday. Small reasons, of course,
but important. Don’t worry because only three bottles show.
We just didn’t have room for the others. The five on, the
right seem to be pointing for acting already.

Harry Langdon makes a good judge in a case like this, but
probably emphasizing the witness rather than the testi-
mony. At that, Gladys McConnell, who is playing opposite
the comedian in First National’s “The Chaser,” apparently
is scoring with some gripping story.

Stand up and fight, says
Arvid E. Gillstrom
(left), FBO director,
to John Aasen of “Le-
gionnaires in Paris.”

Many thanks for your assistance, kind sirs, said she. Ruth
Taylor appreciates the help given her by Malcolm St. Clair
(left), director, and Hal Rosson, cameraman, in interpreting
her role as Lorelei in Paramount’s “Gentlemen Prefer Blondes,”
from the Anita Loos story.

If Captain Kidd had
seen this rival he’d have
cried something about
“Kiddo.” She’s Della
Peterson, Educational.

Scandinavia has captured M-G-M’s

“The Divine Woman” stars, director

and all. They are Lars Hanson (left),
Greta Garbo and Victor Seastrom, di-
rector. A real trio they are.

Scenic splendor is expected to have
a large part to play in Inspiration’s
“Ramona,” in which Dolores Del Rio
and Warner Baxter have the leading
roles.

Never too old to act. Harry Buck,
past 70 and gardener at United Art-
ists, was “adopted” by Fred Niblo,
director, and played several bits in
“Camille.”

November 26, 1927

EXHIBITORS HERALD

33

And the tiny bear said, “What, no porridge?” That might
be the story Lucille Hutton is telling the Educational

beauty squad and it might not. Anyhow, there is rapt

attention despite the maneuverings of the cameraman.
And that’s something.

The Halperin brothers are all set for their first picture for
Inspiration marking the debut of the new production unit
in that company. Here are J. Boyce Smith (left), Edward
Halperin and Victor Halperin going over the script of the
initial production.

Jean Darling’s work as
“leading lady” in Hal
Roach’s comedies for M-
G-M has placed her on
a pedestal.

What could be better makin’s for a setto than two Kellys?
Charlie Murray (right) was the original Kelly in “The Cohens
and Kellys”, Universal; J. Farrell Macdonald is in “The Cohens
and Kellys in Paris.” William Beaudine (the tall one) directs.
George Sidney is the perpetual Cohen.

Original and creation,
with Janet Gaynor, Fox
star, wearing the crea-
tion from the sketch
she’s showing.

Even the hardboiled city ed is over-
whelmed by the sob story in “The
Trail of ’98,” which Clarence Brown
directed for M-G-M. Mary Names is
the sob sister.

Babe Ruth, Charlie Root and Far-
rell. Pardon me, my mistake.
They’re Thelma Todd, Sally Blane
and Doris Hill, all of Paramount, on
the original Pacific sandlot.

No, thanks, I have one, says Oliver
Marsh, cameraman, to Raoul Walsh,
director of Gloria Swanson’s “Sadie
Thompson” for United Artists. Walsh
also plays a sergeant role.

34

EXHIBITORS HERALD

November 26, 1927

Gallup Proposes Idea Contest
For Naked Truth Dinner

Martha Wilchinski Becomes Publicity Head of Roxy Theatre — Joe
Weil Writes Another — Colvin W. Broun Returns
By JOHN S. SPARGO

NEW YORK, Nov. 22. — If there is any way to bring the annual
Naked Truth dinner of the A. M. P. A. back to its pristine glory,
President Bruce Gallup is going to find that way and put it in op-
eration.

At last week’s meeting of the A. M. P. A., Gallup presented the idea of
allowing the members to compete in suggestions on the plan on which the
annual classic should be built, with an annual trophy to be presented to
the member presenting the winning suggestion. The winner is to be
selected by a committee of five.

AFTER the fiasco of last year, when the
annual function was taken entirely out
of the hands of the advertisers and brought
to a most dismal
conclusion, the ad-
vertisers felt there
was but one of
two things to do ;
either call the
Naked Truth din-
ners off for all
time, or find some
radical way of
bringing them back
to the former
glory.

Originally the Naked Truth dinner was a
stag affair, with the trend of the entire
evening being a satire on various big men
of the industry, chiefly the bosses of the
members of the A. M. P. A. These were
highly successful, the boys and their guests
getting a great kick out of being able to
tell the naked truth about their bosses on
one evening of the entire year. Many of
the members are in favor of these func-
tions reverting to their original style.

“These dinners should be the work of
the association as a whole,” Gallup told
the members. “They should be built on a
plan that has been selected from many,
and the member who submits the best
should receive public recognition.

“Beginning this year let us start a
contest, closing December 20, and in-
vite the membership, many of whom
have always felt they could devise bet-
ter ideas than have been devised be-
fore, to submit a synopsis for a Naked
Truth dinner; these plans to be built
around a central thought which would
be the domiiuint tone of the whole
affair; these plans to be written with
the thought in mind as to why Naked
Truth dintiers were originally con-
ceived; these plans to be so con-
structed that the dinner would end
at not later than 11:30 p. m.

“The selection of the best idea would
be in the hands of a committee of five
and the member submitting the winning
idea would receive recognition at the din-
ner and an appropriate trophy that he
holds possession of for one year, at which
time he would turn it over to the winner
the following year.”

Hi %

Martha Wilchinski to Roxy

Martha Wilchinski, the versatile, who
has been writing good publicity for the
Capitol theatre for eight years (ever since
she was a mere child) has resigned and
moved over to the Roxy, where she takes
charge of the publicity department of The
Cathedral of the Motion Picture.

* * *

Joe Weil, one of the best known ex-
ploitation directors in the business, and at
present director of advertising and pub-

licity for Universal Chain theatres, again
has hit the mark as a writer of interesting
fiction.

His latest effort is a novelet entitled
“Kerry of the Air Mail,” and it made its
appearance in the current issue of the
Argosy. Weil, who is a former aviator,
has several more flying stories due for
publication at an early date.

* * *

Novel Exploitation

The De Witt theatre, Bayonne, N. J.,
recently executed a novel exploitation stunt
in connection with its forthcoming engage-
ment of “The Big Parade.” For several
days preceding the opening, a Victrola in
the orchestra pit played the record, “My
Dream of the Big Parade,” at the same
time that a National Screen Service Super
De Luxe trailer was being shown on the
screen.

* * *

Roxy’s latest discovery is a boy tenor,
Manny King, who is singing “My Old
Kentucky Home” this week in a presenta-
tion given in connection with Helene Cos-
tello in “Good Time Charley.” Young
Manny, who is just sixteen years old,

comes from Washington.

* * *

Roxy Usher Turns Cobbler

“Service” is the watchword of the Roxy
staff, but so many women became careless
with their heels on the stairs and in the
rotunda that it was decided something

must be done. After a conference of war
one of the ushers was taken to a shoe-
maker’s and taught how to peg on heels.
* * *

When the Movietone portions of the
news reel at the Roxy appear before the
audience the image on the screen is nor-
mal in size, but this is due to the ingenuity
of Arthur Smith, chief projectionist.

Special Matinees for
Children Are Success

(Special to the Herald)

JACKSONVILE, FLA., Nov.
22. — Manager Charles Miller, of
the Riverside theatre, is having
splendid success with his special
children’s matinee on Saturday
mornings. The attendance last
Saturday was reported as 800, a
packed house. Special programs,
favors of ice cream, chewing gum,
scout drills of a championship
troop, acts of local children per-
formers, and other stunts are of-
fered as special inducements.

The contest reported last week,
in which the children are drawing
“safety" pictures in drawing
books, the prizes to be awarded by
a local music store is proving a
good draw.

In order to run the Movietone portions
along with the regular soundless portions
Mr. Smith has devised an aperture, or
mask, cutting down the top and bottom of
the film so that the film itself is exactly
the same shape as the standard film. An
extra lens then enlarges the image to fill
the screen on the stage.

* * *

Hornblow Seeks Stories

Arthur Hornblow, Jr., general produc-
tion executive for Samuel Goldwyn, has
brought with him to New York a carte
blanche order from Mr. Goldwyn for the
purchase of new and original screen mate-
rial.

* * *

United Artists has entered a team in the
Motion Picture Basketball league. The
members are Morton LeVoy, captain; A1
Rothstein, Adolpe Marx, Nick Napolitano,
Frank O’Meara and Ed. Keely.

* * *

Such is fame or whatever you want to
call it. The Daily Review, a motion pic-
ture trade paper, unkindly refers to an
esteemed contemporary as the “Moving
Picture World, a motion picture trade
paper.”

❖ * ^

LTp to last Saturday, according to Secre-
tary Bruce Gallup, 140 motion picture men
had been accepted as charter members of
the Motion Picture Club, with many pre-
cincts as yet unheard from.

* * *

Colvin W. Brown, vicepresident of
F B O, who has been abroad for the last
three months in the interests of foreign
sales and distribution, arrived in New
York last Friday, on the Berengaria.

Arbitrators Must Be
Impartial, Says Code

( Continued from page 27)

readied a conclusion before the ward is ren-
dered.

The Award

9. An award is a properly executed decision of
a majority of the Arbitrators. There can be' only
one award, for by making the award the Arbitra-
tors terminate their authority. Accordingly, the
arbitrators should never draw an award which:

(a) Contemplates further hearing or future
action of any kind.

(b) Reserves to the arbitrators further
powers.

10. An award must be in accordance with the
submission, as required by law:

(a) It should not decide any matter not sub-
mitted.

(b) It must provide a complete adjudication
of every matter submitted by the parties.

11. An award should be certain in its terms
and simple in its language. It should state in
clear and simple English the findings of the arbi-
trators. Technical expressions of law should be
avoided. The language should leave no doubt
concerning the' intention of the Arbitrators, and
the decision should not refer to any extrinsic in-
struments without which the award would be in-
complete. The award should be so phrased as to
be possible of performance' at the time the award
is made, and should be certain concerning the
terms of such performance and the amounts
awarded.

12. The arbitrators are not required to state
the reasons for the conclusions reached but may
do so if they see fit. The arbitrators may incor-
porate their reasons in an opinion supplementary
to the award.

13. The duties of the arbitrators end when the
award is put in writing.

When Award May Be Set Aside

14. For certain causes against which the arbi-
trators should guard, the award may be set aside.
Throughout the case the arbitrators should keep
in mind that the award may bet set aside, for any
of the following reasons:

(a) Corruption on the' part of the arbitratdrs.

(b) Fraud.

(c) Evident partiality on the part of the
arbitrators.

(d) Exceeding of authority by the arbitra-
tors.

(e) Refusal by the arbitrators to postpone or
adjourn any hearing for sufficient cause
shown.

(f) Refusal by the arbitrators to hear evi-
dence which is pertinent and material
to the controversy.

(g) Misconduct or misbehavior by the arbi-
trators which prejudices the rights of
the parties.

(h) Imperfect execution by the arbitrators
of their powers in making "a final and
definite' award.”

November 26, 1927 EXHIBITORS HERALD 35

Pathe’s Bookings Blanket U. S.

Drive Carried
To Hundreds
of Theatres

Following is a partial list of the bookings
of DeMille features for this week, as an-
nounced by Palhe:

Washington, D. C., Metropolitan theatre,

Earle, Ambassador; Baltimore, Rivoli, New;
Richmond, Va., Mosque; Danville, Va., Capitol;
Charlotte, N. C., Imperial; Winston Salem, N. C.,
Auditorium; Greensboro, N. C., National; Raleigh,
N. C., State; Durham, N. C., Paris; Goldsboro,
N. C., North State; Newbern, N. C., Showshop;
Fayetteville, N, C., Reliance; Wilson, N. C.,
Lyric; Raleigh, N. C., Superba; Greensboro, N.
C., Imperial; Atlanta, Ga., Howard.

t * ■*

Jacksonville, Fla., Florida, Imperial; Miami,
Fla., Olympia; Tampa, Fla., Tampa; Birmingham,
Ala., Strand; Tallahassee, Fla., Baffin; St. Peters-
burg, Fla., Florida; West Palm Beach, Fla., Ar-
cada; Montgomery, Ala., Grand; Bessemer,
Grand; Columbus, Ga., Rialto; Savannah, Ga.,

Odeon; Corsicana, Texas, Palace; Waco, Or-
pheum; Dallas, Capitol; Houston, Kirby; Austin,
Queen; Galveston, Martini; El Paso, Palace;

Vicksburg, Miss., Saenger; Monroe, La., Mon-
roe; New Orleans, La., Orpheum, Strand; Tex-
arkana, Texas, Saenger; Lake Charles, La., Ar-
cade.

* * *

Buffalo, N. Y., Shea’s, Lafayette; Rochester,
N. Y., Keith’s, Eastman; Athens, Ohio, Columbia;
Louisville, Ky., Rialto; Huntington, W. Va.,
Lyric; Lancaster, Ohio, Hippodrome; Columbus,
Keith’s; Dayton, Strand; Cincinnati, Capitol,
Strand, Palace; Indianapolis, Ind., Keith’s; Fort
Wayne, Strand, Jefferson; South Bend, Oliver,
Granada, Orpheum, Palace; Evansville, New
Grand; Terre Haute, American, Liberty; Rich-
mond, Ritz; Anderson, Crystal; New Castle, Star-
ette; Peru, New Liberty; Vincennes, Strand;
Kokomo, Ind., Paramount, Grand; Bloomington,
Ind., Indiana.

* * *

Chicago, 111., Chicago; Peoria, Madison; Joliet,
Rialto; Berwyn, Partheon; Danville, Terrace;
Kankakee, Majestic; Ridge Park, Ridge Park;
Elgin, Star; Bloomington, 111., Castle; Streator,
Majestic; 79 other theatres in Chicago; Detroit,
Mich., Keith’s Temple, Uptown; Ann Arbor,
Mich., Majestic, Wuerth; Port Huron, Mich.;
Pontiac, Mich.; Saginaw, Mich., Mecca Palace,
Temple; Ypsilanti, Mich.

* * *

Milwaukee, Palace, Orpheum, Majestic, Zenith;
Madison, Orpheum, Fischer’s; Green Bay, Wis.,
Orpheum; Fond du Lac, Fischer’s; Racine, Rex;
Wausau, Grand; Stevens Point, Majestic; Min-
neapolis, Minn., Hennepin, Orpheum, Seventh
Street, Strand; St. Paul, Palace Orpheum; Du-
luth, Lyric; Kenmore, N. D. ; Edwardsville, 111.,
Wildey; East St. Louis, 111., Lyric; Springfield,
111., Orpheum, Lyric; Alton, 111., Hippodrome;
Cairo, 111., Gem; Belleville, 111., Washington;
Mount Vernon, 111., Star; Bridgeport, 111., Ana-
tole; Quincy, 111., Washington.

* * *

Jefferson City, Mo., Miller; St. Louis, Mo.,
Grand Opera House, Orpheum, St. Louis; Mat-
toon, 111.; Omaha, Orpheum, Riviera; Sioux City,
Iowa, Orpheum; Council Bluffs; Des Moines, Or-
pheum, Capitol; Oskaloosa, Princess; Iowa City,
Englert; Dubuque, Majestic, Capitol; Mason City,
Cecil; Cedar Rapids, Olympic; Salt Lake City,
Gem; Idaho Falls, American; Provo, Utah,
Strand, Paramount; Rock Springs, Wyo., Rial-
to; Pocatello, Idaho, Capitol; Boise, Penney;
Logan, Utah, Grand.

* * *

Twin Falls, Idaho, Rialto; Ely, Nev., Ely:
Great Falls, Mont., Grand; Butte, American;
Lewiston, Myrtle; Helena, Marlow; Missoula,
Wilma; Bozeman, Ellen; Miles City, Liberty;
Billings, Babcock; San Bernardino, Cal., Temple;
San Diego, Broadway, Plaza; Riverside, Rubi-
doux; Santa Barbara, Rose; San Pedro, Globe;
Long Beach, State; Los Angeles, Hill Street,
Broadway Palace.

* * *

Albany, Ore.; Vancouver, Wash.; Salem, Ore.;
Portland, Ore., Orpheum; Sterling, Col., Rialto;
Colorado Springs, Burns, Rialto; Pueblo. Rialto;
Denver, Orpheum, State; Scottsbluff, Neb., Or-
pheum; Alliance, Neb., Imperial; Rawlins, Wyo.,
Strand; Cheyenne, Atlas; Casper, Rialto, Rex;
Santa Fe, N. M., Paris; Raton, Shuler; Albu-
querque, Kimo; Rapid City, S. D., Elks; Seattle,
Wash., Orpheum; Tacoma, Pantages; Yakima,
Capitol; Olympia, Capitol; Aberdeen, Weir; Lewis-
ton, Rex; Mt. Vernon, Mission; Moscow, Ken-
worthy.

* * *

San Francisco, Cal., Columbia, Granada, War-
field, Golden Gate; Sacramento, Cal., Alhambra;
San Tose, Cal., California, Mission; Oakland,
Cal., Orpheum, T. & D.; Fresno, Liberty, Wilson;
Vallejo, Virginia; Danbury, Conn., Capitol; New

London, Garde; Memphis, Tenn., Majestic; Hum-
boldt, Term., Sharps; Milan, Tenn., Criterion;
Oxford, Miss., Lyric; Louisville, Miss., Dixie;
Belzoni, Crescent; Tunica, Rex; Aberdeen, Tem-
ple; West Point, Star; Houston, Houston; Jones-
boro, Ark., Strand; Eldorado, Rialto; Ft. Smith,
Palace; Conway, White, Grand, Conway; Bates-
ville, Gem; Newport, Capitol; Stuttgart, New;
Clarksville, Dunlap; Paris, Strand; Malvern, New.
* * *

Champaign, 111., Orpheum; Davenport, Iowa,
Capitol; Des Moines, Orpheum; Kansas City, Mo.,
Main Street, Orpheum; Rockford, 111., Palace;
Springfield, Orpheum; Vancouver, B. C., Or-
pheum; Winnipeg, Orpheum; New Haven, Conn.,
Olympia; Oklahoma City, Capitol, Orpheum;
Tulsa, Ritz; Enid, Rialto; Okmulgee, Orpheum;
Cleveland, Ohio, Palace, Keith’s 105th St., Hip-
podrome; Youngstown, Keith’s; Toledo, Keith’s,
Palace; Akron, Keith’s; Canton, Strand; Lima,

Tonawanda, N. Y., Riv’era; Batavia, N. Y.,
Lafayette, Family; Jamestown, N. Y., Winter
Garden, Palace; Elmira, N. Y., Strand, Capitol;
Wheeling, W. Va., Virginia; Butler, Pa., New
Comique; Greenville, Strand; Morgantown, Met-
ropolitan; Pittsburgh, Pa., Aldine, Sheridan
Square; McKeesport, Capitol; Greensburg, Manos;
New Castle, Nixon; New York City, Moss’ Coli-
seum, Keith’s Fordham, Moss’ Franklin, Keith’s
Hamilton, Proctor’s 86th St., Proctor’s 125th St.,
Moss Regent, Proctor’s Fifth Ave., Proctor’s 58th
St., Keith’s 81st St.; Newark, Newark, Proctor’s;
Paterson, N. J., Garden, Regent; Jersey City,
Keith’s; New Brunswick, N. J., Rivoli, State;
Plainfield, N. J., Oxford, Strand; New Bedford,
Mass., Olympia; Fall River, Premier; Providence,
R. I., Albee; Haverhill, Mass., Academy; Boston,
Keith; Lowell, Keith; Newport, R. I., Opera
House; Portland, Me., Keith.

F B O Makes Changes
In Eastern Personnel

(Special to the Herald)

BOSTON, Nov. 22. — Changes in the Bos-
ton, Albany and New Haven exchanges
are announced here in the F B O organiza-
tion. A1 Gutek, who formerly covered
Maine, has been made manager of the
Albany exchange, succeeding Harry Wein-
berg. John Lane has been appointed man-
ager at the New Haven exchange, succeed-
ing Theodore Jacobs. Lane has been in
Vermont and New Hampshire. Fred Bran-
nan, assistant booker at Boston, has been
advanced to cover the Maine territory.

Mrs. Shaw Wins in Suit
After Director’s Death

(Special to the Herald)

HOLLYWOOD, Nov. 22.— Mrs. Edna F.
Shaw, widow of Henry Shaw, a motion
picture director, was awarded $5,000 dam-
ages by a jury last week. Mrs. Shaw
blamed J. G. Sargent and Robert Craig
for the auto accident in which Shaw was
killed. The jury exonerated Craig and re-
turned the $5,000 judgment against Sar-
gent.

Dunning’ s Suit Settled

(Special to the Herald)

HOLLYWOOD, Nov. 22.— The suit of
Charles Dunning vs. Creighton Hale, actor,
for publicity work rendered by Dunning,
was settled just before being called for
trial last Tuesday. Dunning was suing for
$550.

Moreno Becomes Citizen

( Special to the Herald)

HOLLYWOOD, Nov. 22. — Antonio
Monteagudo Moreno, motion picture star,
became a full fledged American citizen last
Friday when he received his final papers
from Federal Judge McCormick.

Constance Howard Weds

(Special to the Herald)

HOLLYWOOD, Nov. 22. — Constance
Howard, 18, sister of Mrs. Samuel Gold-
wyn, was married to Wilson Jones Wednes-
day at St. Basil’s church here.

National Week
Product Plays
All Key Cities

(Special to the Herald)

NEW YORK, Nov. 22. — National
Rathe Week marked the showing of
DeMille long features and Pathe short
product in every key city in the United
States and Canada this week. Pathe
reported practically 80 per cent of the
country’s theatres playing its releases.
This follows the recent record of play-
ing nine Broadway first-run theatres
in one week.

Results of the present campaign, instituted
by Phil Reisman, general salesmanager,
and Harry Scott, short subject salesmana-
ger, have succeeded expectations, as shown
in the list of bookings in the other col-
umns of this page. Seven DeMille features
played Broadway theatres in that recent
record week, and hundreds of houses over
the nation were showing DeMille produc-
tions this week.

Pathe short features appeared in
thousands of cities and towns during
the week. Every branch was heavily
represented.

Branch Manager Cropper in Boston sent
in bookings from 313 theatres in Massa-
chusetts, 65 in New Hampshire, 41 in Ver-
mont, 118 in Maine and 40^ in Rhode
Island. George Ames at New Haven
claimed 99 per cent representation in the
larger cities, as well as a host of smaller
towns.

Every Circuit Covered

Bill Raynor of New York covered every
circuit in the territory, as did Bill
Humphreys at Philadelphia. Branch Man-
ager Robin in Washington had 183 theatres
in his district, including 42 in the capital.

Manager McShane at Charlotte reports
88 theatres booked. Branch Manager An-
derson at Atlanta had Pathe short features
in 68 important towns. Branch Manager
McKinney at Dallas claimed nearly a solid
booking and the same report was sent in
by Branch Manager Brown of New
Orleans. Basil Brady at Buffalo listed
every important account he has. Branch
Manager Moran at Pittsburgh had put
Pathe short product into 36 key towns and
for good measure sent along bookings in
45 other places.

Gillick Reports 325 Bookings

Manager Jimmie Gillick at Chicago sold
more than 325 of the 356 possibilities in
Chicago territory. Harry Graham and Tom
North sent in bookings for 250 theatres in
the Double “I” territory.

Oscar Hanson at Detroit sold out almost
solid. C. F. Boyd at Memphis had re-
ported only two towns in the territory not
sold and said he would get those.

W. G. Seib at San Francisco sent in 66
bookings in towns of more than 6,000 pop-
ulation.

So read the reports from all territories.

Katz and Father Give
Orphan Home $100,000

Sam Katz and his father, Morris, have
donated $100,000 to the Marks Nathan
Jewish Orphan Home, to lie set aside as a
trust fund.

36

EXHIBITORS HERALD

November 26, 1927

Longest Film Ran Half Minute
When P. L. Jones Started

Smoke Clinging to Ceiling If recked Faked Picture of Vesuvius in
Eruption , Says Veteran Operator

(Percy L. Jones, whom Milwaukee calls the oldest amusement motion
picture machine operator, tells here about early machines and films
and Carl Laemmle s start in the business.)

(Special to the Herald)

MILWAUKEE, Nov. 22. — The greatest difficulties of the pioneer
theatre man were the lack of film and the primitive type of pro-
jection machine, says Percy L. Jones, who started as an operator
in 1892 and now is at the Lake theatre in Bay View.

“ l y HEN I first started showing mo-
’ ’ tion pictures with the Lester and
Kent Entertainers,” Jones said, “the
longest piece of film we had was but 20
feet and this lasted but about thirty sec-
onds so that it really wasn’t worth much.
This film had to be perforated by hand
and this was quite a job, for wherever
you put your finger to try and puncture
a hole in the celluloid you affected the
emulsion and it wouldn’t develop.

“Volcano” Clings to Ceiling

“The machine we used wasn’t really
a projector at all, but rather a Kodak
‘detective’ camera. One of the earliest
persons to attempt to make pictures was
a party in Philadelphia by the name of
Ammet who wasted a considerable bit
of Lester and Kent’s money without ac-
complishing much of anything. One of
his attempts was the making of a fake
picture of Vesuvius in eruption. He used
a miniature model and compressed air,
but the smoke belched out and hung to
the ceiling of the room in which the pic-
ture was being taken, thereby making
it quite impracticable.”

One of the first motion picture ma-
chines made, according to Jones, was
that manufactured and designed by Mr.
Roebuck ot the present firm of Sears &
Roebuck. This firm advertised the ma-
chine, which was called an optograph in
the company’s catalogs, as early as 1897.
A large number of farmers bought these
machines which had no take-up or were
not equipped with the Hubert loop as
the modern machines. They sold films
with the machine, but Jones is not sure
just where they got them, saying they
perhaps made their own films.

With this machine the buyer had a
choice of getting either a kerosene lamp
with three wicks, an acetylene lamp with
three burners, a gasoline mantle, or an
oxyhydrogen light.

“In the old black top days,” the
veteran said, “ the tent measured about
35x85 and had no seats at all, the
people simply being pushed into the
place and being made to stand during
the performance, which lasted about
six minutes. This six minutes includ-
ed the time required to get the people
into and out of the tent, the actual
showing of the picture taking about
three minutes. We got fifteen cents
a throiv for this show. There were no
titles. Somebody would have to tell
the audience what it was all about,
or else we would insert a smoked
glass slide explaining the picture.”

As to the first perfect motion picture
he ever had seen, Jones said, “There
were two Germans who showed animat-
ed views at the Alhambra theatre in
Milwaukee, then operated by the
Uihleins. These men had a vioscope
which they had purchased in Germany
which gave the finest, clearest pictures
which I ever have seen. These Ger-

mans didn’t know anything about run-
ning the machine and they had got the
contract from the Uihleins to show the
picture at the Alhambra for a week for
$600. This, I believe, was the first show-
ing of motion pictures in Milwaukee. It
was sometime in the early nineteen hun-
dreds.

Film Ran Sidewise

“Well, these two fellows called me in
to run this machine. They had been
trying to hitch it up on the 500-volt con-
nection which the street cars used and
were having considerable difficulty. We
got permission from the company to cut
this down, although they were of the
firm opinion that the full 500 volts were
needed. The films for the machine,
which they also purchased in Germany,
were considerably larger than the pres-
ent day film. One scene was about 3;4
inches long and 2 inches highland the
film ran through the machine sidewise
rather than up and down as it now does.

“At the World’s Fair in San Francisco
Thomas Edison had on exhibition in the
Manufacturers Building an instrument
for showing pictures which he called a
kinetoscope. This machine, the first of
its kind, permitted only one person at
a time to see the pictures through a
double convex glass, and it was lighted
by an incandescent lamp.”

Then, according to Jones, someone
started the Edison studio and paid Edi-
son a royalty for the use of his name
in connection with this machine. This
company got an injunction from a De-

Attorney General Calls
Turn on Fight Film Law

Inconsistency of the federal
statute barring interstate ship-
ment of fight films was empha-
sized by Edward C. Turner, at-
torney general of Ohio, at the
convention banquet He also de-
nounced the socalled reform ele-
ment and the censor system.
Congressman James T. Begg of
Sandusky also declared against
censors.

Other speakers were C. C. Pet-
ti john, Lyrus Locher, state di-
rector of commerce ; John L. Clif-
ton, state director of education
and Ohio film censor; R. F.
Woodhull, and John A. Connor.

William M. James was toast-
master. Entertainment was pro-
vided by acts from the Keith,
Loew and Pythion theatres. A
climax was a news reel, depicting
funny events in the lives of as-
sociation members and producers.
Dancing followed.

troit judge stopping anyone else from
making any kind of motion picture ma-
chine which embodied the Geneva cross,
for which this company claimed the in-
vention.

Laemmle and Otis Get Busy

At this point, according to Jones, this
company would have prevented for the
time being the manufacture of any other
type of motion picture machine if it
hadn’t been for Ed Otis and Carl
Laemmle, who fought against these
claims. Laemmle proceeded to get blue-
prints of the Groepper camera, which
was outside of the claims of the com-
pany which bore Edison’s name.

The two then went to Cuba where for
several months they went about taking
pictures in a sort of pie-wagon, which
was completely closed except for the
lens of the projection nrachine. They
kept the type of camera which they were
using a secret, and after several months,
when it was proven that the Edison
company’s claims were unfounded, they
returned to the United States and
Laemmle proceeded to found the com-
pany which he heads today.

“Ed Otis and Carl Lemmle deserve
much credit,” Jones said, “for the splen-
did pioneering work they did in the mo-
tion picture industry — they fought and
won.”

Columbus Convention
Protests Legal Halter
On Showing Fight Film

( Continued from page 21)

her 16, with an address of welcome by
Hon. James J. Thomas of Columbus.
Harwood gave the response. Following-
reports of other officers Business Man-
ager Wood made an extensive survey of
work accomplished the past year, such
as the killing of a House bill for a 5 per
cent gross tax. He declared something
should be done to eliminate censorship
of fight films. He said that John L.
Clifton, Ohio censor, had refused even
to look at the Dempsey-Tunney fight
pictures.

President James named the following
standing committees:

Resolutions: Henry H. Lustig, chairman; Fred
Tynes, Portsmouth, and John A. Schwalm, Ham-
ilton. Auditing: A. G. Hettesheimer, Cincinnati,
chairman; and Edward Hiehle, Newark. Creden-
tials: Martin G. Smith, Toledo, chairman; J. A.
Ackerman, Cincinnati, and Henry Greenberger,
Cleveland. Nominating: J. A. Ackerman, Glen-
way theatre, Cincinnati A. G. Hettesheimer, Or-
pheum, Cincinnati; John A. Schwalm, Jewel, Ham-
ilton; A. Ritzier, Sigma, Lima; T. G. Evans, Van
Wert Amusement Co., Van Wert; Fred Tynes,
Columbia, Portsmouth; Gus Sun, Regent, Spring-
field; G. H. Foster, Marion Photoplay Co.,
Marion; M. G. Smith. Toledo; Joseph Stern,
Lyric, Ironton; H. Abrams. Hippodrome, Lan-
caster; Charles Weidner. Southern, Columbus;
A. C. Himmelein, Plaza, Sandusky; A. P. Botzum,
Orpheum, Akron; Sam Lind, Imperial, Zanesville;
LeMotte Smith, Columbia, Alliance; Ed. Hiehle,
Auditorium, Newark; L. F. Eick, Fenray, Mar-
tin’s Ferry; C. W. Miller, Hippodrome, Youngs-
town; Hfnrv Lustig, Cleveland; J. T. Harwood,
Lexington, Cleveland; H. T. Palmer, Park, Paines-
ville.

An invitation from the Chamber of
Commerce of Toledo for the 1928 con-
vention was referred to the new board of
directors.

The convention adopted resolutions
protesting against legal decisions inimi-
cal to the showing of the Tunney-Demp-
sey fight films, against the refusal of
concessions on the copyright music tax
to exhibitors not operating on Sunday,
and against the playing of pictures on
a percentage basis except in first-run
houses. It voted thanks to Trade Com-
missioner Abram Myers, support of the
joint legislative committee and urged
that large theatre interests bear their
share of supporting the state M. P. T. O.

November 26, 1927

EXHIBITORS HERALD

37

Rosenwald , Moon Educational Adds Five Films

Won Their Spurs
In “U” Service

EVERY business organization, whether
in the motion picture trade or in any
other line of endeavor, takes pride in those

C. E. Rosenwald

members of the
company staff who
have been in con-
tinuous employ-
ment with the one
concern through-
out their business
careers.

Universal Film

Ray E. Moon

Exchanges, Inc.,
has instances of
that in the services
of Raymond E.

Moon, who man-
ages the company’s
branch office at
Detroit, Mich., and
G. E. Rosenwald,

Manager at Los Angeles.

The history of Mr. Moon, as far as the
industry is concerned, starts five years ago
when he began selling film for Universal
in the small towns. From that he advanced
to handling sales in the key cities of Michi-
gan. When there came room for another
branch manager Mr. Moon won the posi-
tion.

Rosenwald began as a salesman in the
Kansas City office Feb. 8, 1925. Fie worked
in Western Kansas until some time in May
that year, when he was made special repre-
sentative on Complete Service. He contin-
ued in that capacity until he was made
manager at Denver Dec. 15, 1925. He is
now manager at Los Angeles.

Famous of Canada Books
Dominion Single-Reelers

Theatres of the Famous Players Cana-
dian Corporation, numbering 120, will
show the series of 12 featurettes pro-
duced by the Canadian government film
bureau, as a result of a contract just
closed. Each picture is in one reel.

Pathe Wins 9 Exhibitors

Over to Chapter Films

Nine Ontario exhibitors who had never
before shown chapter pictures, have
booked Pathe serials from the Regal
Films, Ltd., in Toronto, according to
Manager O’Connor, who sees in this a
comeback of the serial in the Dominion.

To Releases , Four in Color

Educational has added five pictures to its releasing program, touching
upon three different kinds of short feature material, says an announcement
by E. W. Hammons, president. One will be a character study, two will be
fashion pictures in color and the two others will he dramatic subjects in
Technicolor.

First of the new releasing product will
be a single-reel picture showing Carter
DeHaven in Character Studies. Next in
order of release will be two subjects in
the McCall Colour Fashion News series,
showing Hope Hampton displaying the
latest creations from Paris. Educational
also has in preparation, to follow these,
two two-reel dramatic subjects, done in
Technicolor, which also feature Miss
Hampton.

Besides these five subjects Educational
recently announced a series of six Bowers

NEWSPICTURES

PARAMOUNT NEWS NO. 31 Los Angeles avia-

tor uses more than one ’chute in jumping from

airplane Cotton harvester picks as much as 3D

used to by hand, at Griffin, Ga. Linbergh

arrives at Selfridge Field, Detroit, after tour of
country.

PARAMOUNT NEWS NO. 32 — Lindbergh practices
army formation maneuvers at Selfridge Fi Id,

Mich. Indians hold big pow-wow at Lawrence,

Kan. Great vehicular tunnel is opened under

Hudson in New York.

FOX NEWS NO. 12 Pictorial retrospect of the

end of the World War Big storm battles Bra-
zilian sea-wall Ruth Elder gets welcome on

arrival in Paris.

FOX NEWS NO. 13 Earl Sande is ruled off track

at Pimlico West Point cadets parade for Sir

Philip Sassoon, Air Minister of England Entire

New England swept by worst flood in history.

FOX NEWS NO. 14 LTncle Sam’s newest sub-

marine drills in deep water— Highest wood

bridge is opened in far West Broadway girls

rehearse for shows.

FOX NEWS NO. 15 Tropical gale sweeps South

Sea Islands— Storm devastates English coast—
Ruth Elder home from Atlantic hop, at New
York City.

INTERNATIONAL NEWSREEL NO. 92 — Great tun-
nel under the Hudson passes final inspection
tests— Soviet's 10th birthday sees ousting of
Trotsky by Reds he once ruled, Moscow, Russia
—Juggler thrills Paris by dizzy Eiffel Tower
stunt.

INTERNATIONAL NEWSREEL NO. 93— Under-
ground raid at Detroit reveals hugh $300,003

brewery Turkeys trot to market at Brady,

Texas, for annual sacrifice Gala ceremonies hail

New York motor tunnel opening.

KINOGRAMS NO. 5343 — Britains Men o’ War

hold Autumn practice in North Sea Artificial

sunlight helps ailing kiddies at Washing on.

D. C. Ruth and pilot come back home. New

York City.

KINOGRAMS NO. 5344 Say flying sh’p in Ger-
many can make U. S. in two days Coast Guard

hornet battles giant sea— Thousands of birds
in big turkey trot at Brady, Texas.

M-G-M NEWS NO. 27 Great “Turkey Trot’’ hails

Thanksgiving at Brady, Texas— Hundreds in-
jured in $5,000,000 gas explosion in Pittsburgh

50.000 cars pass through New Hudson River

tunnel on opening day.

PATHE NEWS NO. 92— Ruth Elder hailed as guest
of France— Army aeronaut dies high above
clouds— Ruin spreads over flooded New England.

Comedies, the first of which has been com-
pleted.

Hollywood Celebrities Interpreted

The one-reel Carter DeHaven picture
is a novelty subject. DeHaven presents
in an unusual way his interpretation of the
way several Hollywood celebrities appear.

Hope Hampton, stage and screen actress,
presents the new advanced styles from
Paris in the two McCall Fashion News
pictures, which have been titled “Creations
Parisienne in Colour” and “Paris Fashions
in Colour.” Both pictures will be released
in December.

Miss Hampton only recently returned
from Paris. Both of the new releases are
made in color, showing accurately the real
colors of the beautiful dresses, coats, and
so on.

Two Colorart Productions

The two dramatic subjects featuring
Miss Hampton which are now in prepara-
tion are “The Call of the Sea” and “Love’s
Springtime.” Both are Colorart Produc-
tions, made by the Technicolor Process.
“The Call of the Sea” tells a fisherman’s
myth of the South Seas about Mermaids,
who at times become beautiful women.
Many of the sequences of “Love’s Spring-
time” were photographed in the world
famous gardens at Versailles. This was
directed by Leonce Perrett, while Harold
R. Hall directed “The Call of the Sea.”

Adequate supplies of accessories will be
made available by Educational for each
of these new subjects. Color posters are
being prepared, as well as slides, and the
.gowns shown in the McCall Colour Fa-
shion News will also be illustrated in sets
of black and white photographs for lobby
display.

Two More Circuits Sign

Two more big important circuits have
just contracted to play Educational’s out-
put this season. The Saxe Circuit, Wis-
consin chain with 26 theatres centering
about the big first run houses in Milwau-
kee, has signed up to play the entire pro-
gram. Educational’s product will again be
played by the Stanley Circuit as a result
of contracts just signed. These contracts
include the big first run Stanley houses in
Philadelphia as well as other first runs in
Pennsylvania; the important first runs in
southern New Jersey, including Camden
and Atlantic City and Wilmington, Del.

Neal Burns Marries

( Special to the Herald)

HOLLYWOOD, Nov. 22.— Neal Burns,
comedian, and Johan Marquis are to be
married tomorrow.

38

EXHIBITORS HERALD

November 26, 1927

Discovery

Change State
Stage Policy in
Minneapolis

Shows Will Be Amplified Accord-
ing to Plans of Eastern
Houses

(Special to the Herald)

MINNEAPOLIS, Nov. 22. — Enlarged
stage acts will be booked at the State
theatre in the future as the result of a
new policy adopted by Finkelstein &
Ruben looking toward the most exten-
sive motion picture theatre programs
ever displayed in Minneapolis.

Starting last Saturday with a stage
revue called “Chop Sticks” employing a-
cast of 45 people, each week’s program
will be marked by acts running from 30
to 45 minutes in length and using 20 to
50 people some of whom will be among
the best vaudeville talent available.

Popularity Deciding Factor

Popularity of the stage acts in con-
junction with motion pictures led F & R
to adopt the new policy, which is in line
with programs being shown by the
larger picture houses of the East. Each
week in the past on which a big show
has been shown box office receipts
jumped by leaps and bounds and this
led the managers to believe that it was
good business to make these shows a
regular feature of its largest Minneapolis
theatre.

A State band has been developed out
of its regular orchestra and this will be
shown on the stage as a part of its acts.
The theatre has developed a ballet of
young women who are exceptionally
good dancers and these will be used to
supplement imported acts. The ballet
has been doubled in number in recent
weeks so that it will be possible to di-
vide it and use part of the membership
in the Capitol theatre of St. Paul while
the rest are playing at the State.

Williams Directs Ballet

John Williams has returned to the
F & R organization after a time spent
at the Capitol theatre, Chicago, and will
have charge of the ballet productions.

Nat Nazarro, Jr., will act as master of
ceremonies at the opening of the en-
larged show next week. A permanent
master of ceremonies may be selected.
Lewis and Doty, specialty dancers, will
headline the act next week. Harry Rose,
singing comedian, will feature a show in
the near future, and it is planned to
bring other stage celebrities to the city.

More elaborate sets than have been
seen at the State in the past will be
another feature of the new shows.

Nights Hike Grosses

Novelty Gives
Bigger Intake
at Box Office

Herald in This Issue Offers Plan
for Exploitation
Campaign

By A. RAYMOND GALLO

On October 15 we carried an ar-
ticle on Discovery Nights in the
small neighborhood theatres. Since
publication of this article many let-
ters have poured into this depart-
ment from managers in all parts of
the country asking for a more com-
plete outline for this particular nov-
elty as a business getter in small
towns.

After a careful investigation and
some expert advice, we have ob-
tained some valuable information
that should be of great interest to
exhibitors. ft

Discovery Nights Bolster Business
Before going into details, let us first
tell you what discovery nights and other
novelty nights have done for the small
theatre in the community.

This information has been gathered
from many reliable sources including
managers who have tried these stunts
and make no hesitation in saying that
since stage bandshows have become a
public fad in the deluxe theatres, their
only means of surviving was these nov-
elty nights.

It stands to reason that a small theatre
in a town of from 10,000 to 25,000 cannot
afford to hire a 10 or 12 piece orchestra
and three or four acts of vaudeville, or
presentation as it is now called in
the picture houses. So in order to
still give their public good entertain-
ment at nominal prices in order to
compete with the deluxe house in the
nearest town, the exhibitors are com-
pelled to do something of the sort , such
as novelty contests and discovery nights.

Many exhibitors have stated that even
though there were sufficient good pic-
tures produced, the public would still
demand an added attraction as they have
been more or less accustomed to get a
variety entertainment at moderate prices.

Plan Is Outlined

In order to give exhibitors an idea
how this particular stunt is worked we
will give a brief outline of the procedure
and the effect that the discovery nights
will have at your theatre.

First of all, if you are not capable of

The Beau Brummel of
Syncopation

Dave Miller is still directing his orches-
tra at Saxe's Tower theatre, Milwaukee,
Wis. This makes his eighth week as
master of ceremonies and stagehand leader.
There are better things in sight for Dave,
for he is a talented young man, so keep
an eye open for him.

Back to Pictures

The Palace theatre in San Antonio, which a few
weeks ago inaugurated a stageshow with a girl
bandshow known as the Jazz Pirates, abandoned
this innovation this week and reverts back to
straight pictures, with open bookings for road-
shows. The first show booked into the house is
“The Constant Wife.”

VERNE BUCK

“The Prince O’ Pep”

Now Conducting
at ASCHERS
SHERIDAN
Theatre

STAGE

BANDSHOWS

November 26, 1927

EXHIBITORS HERALD

39

managing this contest personally, select
someone in your town who is talented
along those lines or is in some way cap-
able of discovering talent. Talent as a
rule consists mostly of children. They
may belong to the local schools, dra-
matic clubs and other sorts of educa-
tional branches, and a great number of
them are talented enough to appear be-
fore an audience as entertainers.

When this is done, advertise it as
much as possible to your patrons, tell-
ing them that on a certain night each
week this special feature will be pre-
sented at your theatre and that their
friends will appear on the stage to
amuse them.

Most of these contests award prizes
to the winners which are usually judged
by the amount of applause they get.

Another good tieup is with your news-
papers in which they can cooperate with
stories and other news items of interest
to your community that will enable your
patrons to know that anyone in town
with talent or ambition to go on the
stage, can be given the proper attention
right in their own neighborhood theatre.

Offers a Suggestion

We would suggest that if you intend to
do a novelty night or a discovery night
in your theatre that you get in touch by
letter with Sam Herman, the originator
of this stunt, Woods theatre building,
Chicago, whom we are certain will as-
sist you in this matter and in all proba-
bility may be of great service to you in
getting tbe thing started right.

It has been proved that deluxe thea-
tres in small towns as well as those on
the outskirts of the city with a seating
capacity of from 800 to 1,200 seats, have
increased their business at the boxoffice
on these particular nights from $100 to
$250 every time this feature was offered.
That is, before starting these novelty
nights the theatre would gross around
$85 a night and whenever the special
night features were on, the box office
would show a gross of from $200 to $350.

As a rule some of these theatres never
crossed more than $800 a week as a
straight picture theatre running a fea-
ture and short subject and occasionally
one or two acts of vaudeville on a Satur-
day and Sunday. These last two days
are usually the best for any theatre and
at that the gross was under a $1,000 per
week for a 1,200 seat house.

Now it is possible with these novelty
nights to gross from $1,200 to $1,500 per
week providing you sell the stunt to
your audience properly and keep them
looking for it each week. Your over-
head is almost the same for you never
give away more than $50 worth of
awards at the most. From time to time
we will publish other items of interest
that will serve the small exhibitors as a
business stimulator.

STAGE SHOWS

Los Angeles Met

Week Ending November 12

This show was designed for the return of Rube
Wolf who is a big favorite in these parts. The
setting was a treat and though it was simple it
carried out the “Falhesette” idea.

Rube came on and introduced the Tommy Atkin
Sextette, six young fellows in classy wardrobe
who sang not too well, some lyrics which brought
on Doris Walker. Miss Walker is a gorgeous
blonde who sings nicely, dances very well and
sells herself completely. She sang some special
material and went into a neat buck dance after
which the boys followed with the same routine.

Rube and His Gang played “Under the Moon”
for the next number. They played it as it might
be done in foreign countries with Rube clowning
all over the place.

Next came “Skeeter” Hortinell in a very funny
burlesque classic dance.

Doris Walker and Herbert Havey came next
singing “Once Again" and “Only a Sun Shower.”
Their harmony was good and their drawing ex-
cellent. These two along with the Sextette have
very evidently been a vaudeville act for their
neatness, snap and smoothness are not new.

The orchestra played “Clementine” for the next
selection with Rube singing one chorus and play-
ing his cornet on the finish. He is no slouch
on the instrument.

Rube announced Nell Kelly, who came on to a
big reception. They like her best when she works
with Rube.

Miss Kelly sang “Everybody Loves My Boy”
and what a personality. But until she dances
“you ain’t seen nothin’.” She is a carload of
pep, energy and fire. She dances with Rube, car-
ries him off stage under her arm and is all over
the stage at the same time. A sensation for
picture houses !

After this Doris Walker and Her Six Boys

came back for a dance. Miss Walker’s kicks are
a treat.

Next came a musical wedding with a lot of
clowning between violin, trombone, and bass.

They went into jazz wedding march as back drop
flew revealing Miss Walker and Mr. Havey as
bride and groom and the rest of company as
wedding party.

Miss Kelly came on for comedy finish with
Rube.

A great show all around and Rube Wolf is a
real performer aside from his band master duties.

Los Angeles Chinese

Week Ending November 12

This show has been running a week, but is
still selling out for every performance.

After seeing all the theatres in the East, it
is a treat to see the Chinese, which is by far
the most gorgeous of them all. Yet in spite of
its luxury it still is not an interior decorator’s
nightmare.

Sid Grauman’s prologues, run in conjunction
with the new Fairbanks’ picture, “The Gaucho,”
is entitled “Argentine Nights’’ and is worth the
price of admission alone.

It is entirely atmospheric and yet the acts
6tand out individually on their own merits.

White and Manning, whom I last saw in a
Publix unit, stopped the show with a comedy
Spanish dance.

A Central American Marimba Band did wond-
ers with their instruments and the male soloist
who worked with them was forced to take two
encores.

Borah Minnevitch and His Harmonica Band

was next to closing and did almost half an
hour. The audience didn’t tire of them but a
little shorter program would bring them bigger
returns. Since I last saw Minnevitch he has
improved 100 per cent and now has a finish to
his work which makes him a clever comedian
aside from his remarkable work on the harmonica

St. Paul Capitol

Week Ending November 18

The greater stage act season was inaugurated
in St. Paul this week with the appearance of the
new Capitol stagehand, Lewis and Dody and a
ballet of 24 girls as a feature.

The act was staged before an elaborate Chinese
set, the most pretentious undertaking the Capitol
has shown in the way of stage effects. The
band, which was seated on the stage, was in

Formerly Features
“La Maires Affairs”

BILL NAT

MILLER & PETERSON

(Originators of the TAP-WALTZ)

Others IMITATE— But we ORIGINATE
our steps.

Now Featured in DeLuxe Stagehand
Shows.

Direction— SIMON AGENCY

Dick Marjorie

MAXWELL & LEE

“Just Jesters”

Now Playing

PALACE,
Peoria

Next week

RIALTO,
Joliet

and

FOX,
Aurora

BILLY MEYER

( The Golden Tone Baritone)

Now Leading a Stagehand

Rotating at — UPTOWN — ORIENTAL — TOWER Theatres, Mil., all Saxe Houses

May your vacation be a pleasant one, Mr. and Mrs. Paul Ash

ULDERICO MARCELLI

M

MUSICAL CONDUCTOR

BALABAN & KATZ

MM

Uptown and Tivoli Theatres, Chicago

40

EXHIBITORS HERALD

November 26, 1927

Oriental attire and a Chinese music motif was
maintained throughout.

Lewis and Dody were clever entertainers and
worthy of their headline position. The ballet,
which supported them, showed careful training
and was a comely collection of young women.

Ruth Glanville was the Vitaphone entertainer
and Richard Dix and Mary Brian had the leads
in the feature picture, “Shanghai Bound.”

Minneapolis State

Week Ending November 18

Les Klicks “Enchanted Forest” was the stage
specialty on the State bill this week. It is a
novel number, showing a number of grotesque,
dancing manikins on the stage, lighted only by the
figures themselves. It is the old Punch and Judy
show brought up to date, but is different and
was well received.

Ruth Glanville, saxophonist, was the Vitaphone
entertainer and the feature picture was Richard
Dix and Mary Brian in “Shanghai Bound.”

Kansas City Mainstreet

Week Ending November 19

A return engagement of George Dewey Wash-
ington, baritone, who has played at the Main-
street three times already this season, was the
headline number of the stage program this week.
He sang a varied selection of songs and, as
usual, was heartily received.

Walter Davison and His Louisville Loons cele-
brated their twenty-first week as the stage or-
chestra attraction. The LeGrohs had a pleasing
skit, “On Tour,” to offer, while Mildred LaSalle
had a number consisting of musical and dance
selections.

Haynes, Lehman and Kaiser had a versatile act,
consisting of a little bit of everything.

Salt Lake City Capitol

Week Ending November —

This week on the stage at the Capitol theatre
Fanchon and Marco present a spectacular ex-
travaganza billed as “Blues Idea,” featuring the
24 Serpentine Girls, late stars of the Hollywood
Music Box Revue and considered the finest en-
semble of dancers in the country.

These girls present a routine of dance numbers
such as have never been seen in this city. The
Serpentine Girls gain their name from the famous
serpentine dance which was created by Larry
Ceballos for the Hollywood Box Revue.

The featured singer in this presentation is
Nora Schiller, known as the “Half Pint of
Blues.” She presents a most exceptional selec-
tion of blues numbers, which she sings in an
inimitable fashion.

The costumes and settings for the act are
the most unusual and exotic that have yet been
brought here. The act gains its name from
the beautiful shades of blue which are used for
draping costumes and lighting effects. This act
has been classed as Fanchon and Marco’s most
beautiful effort, and was greeted here very en-
thusiastically.

Alberti and his band arranged a special selec-
tion of numbers in keeping with the theme of

the “Idea,” which pleased lovers of all types of
music from blues to symphonies. Kreisler’s “Old
Refrain” was played by Alberti as a solo number
very beautifully.

The picture shown in connection with this
presentation was “Figures Don't Lie,” starring
Esther Ralston.

Atlanta Howard

Week Ending November 12

The Howard presentation this week was widely
heralded to proclaim the coming of “Young Amer-
ica” revue, composed of winners of the recent
Publix contest for stage ability, and numbering
among them Buleah Leavens, of Atlanta.

Blue taffeta “chicken” costumes stacked up
cleverly. Some of the girls possessed a profes-
sional sureness. Some of them met with suc-
cess when their “turn” came to display their
individual stunt. But the audience failed to rally
enthusiastically to the amateur young American
girls. Perhaps when they return as old-timers,
they will receive a more cordial hand. But for
a’ that, the most professionals of the clan claim
Atlanta often times sits on her hands. Which
is perfectly true.

Bob LaSalle aided the act considerably with his
original humor and clever songs.

As an added attraction, A1 Short, His Melody
Boys and George Lee Hamrick, organist, gave an
appreciative program in accompaniment to a
Fitzpatrick two reel music color classic illustrat-
ing favorite arias from Charles Gounod’s popular
opera, “Faust.”

Pittsburgh Loew’ s Penn

Week Ending November 19

With a feature picture that ran an hour and a
half the stage portion of the show did not have
much time and made the talent do their best
numbers only.

The show opened with an overture which had
three stage settings entitled “The Story of the
Lamp Shade” with the 6tage having a set of a
large lamp# The black drop goes up giving the
effect of seeing a lamp lighted. Egyptian, Vene-
tian, and Woodland were the three sets used,
each having posed artists who dance or sing and
it was well liked by the audience.

The stage review had Ted Weems and his
Victor Recording Orchestra opening with “Just
A Memory.” Irwin Sisters were then introduced
by Ted, who is acting as master of ceremonies,
and the girls sang, following with an acrobatic
dance. Next came Adler, Weil and Herman with
their piano, who did four numbers. “Blue
Heaven” by the band and the Irwin Sisters
closed with a black bottom, first singing a new
number.

Dick Liebert at the organ in a novel solo was
one of the outstanding hits with the feature
being Mary Pickford in “My Best Girl.”

Pittsburgh Grand

Week Ending November 19

The good old standby overture, “Zampa,” was
rendered and was well played by the orchestra
of 20 odd men.

Following the news reel, Fay Gordon, blues

singer, assisted by Phil Phillips at the piano, en-
tertained. She sang “My Baby,” “He Don’t
Wanna,” “Me and My Shadow,” and “Grand and
Glorious Feeling,” acceptably.

The organ solo by Bernard Armstrong was
“Ave Maria” with “The Rosary” sung by Lois
Miller, who is second organist also, and was the
best liked unit on the program.

San Antonio Aztec

Week Ending November 19

The Aztec Symphonizers, with Jean Sarli con-
ducting and introducing the numbers, offer a
combination of song and dance numbers this
week, with a garden setting furnishing the
atmosphere. The first number is a popular song
by one of the Day Sisters, who responds to the
applause and brings out her sister — the two of
them sing “It’s You.” It goes over very nicely.

Talbert and Fisher, playing their second week,
pull a couple of comedy song numbers, the last
of which is good. They are scheduled for a re-
turn date soon. Duray and Noway, billed as
playing the Aztec as their second engagement in
the United States, do a good variety of ballroom
and semi-classical dance steps, with a display of
Continental showmanship.

The real individual hit of the show is given to
a member of the band, Lindsay Coons, saxo-
phone, who has a wonderful voice — and who is
not planted in the orchestra as a faker. He is
good on the trombone and ha.s a remarkably clear
tenor voice — it. is a wonder that Coons has not
been snapped up by some big Eastern producer.
He sings popular songs to great applause. The
picture for the week is “The Gorilla,” from Ralph
Spence’s stage play, and proves to be the meat
of the bill.

Johnstown State

Week Ending November 19

The stage presentation features “The Pari-
siens,” with Cully and Claire, as featured Blue
Singers, supported by Carrick’s Orchestra. They
opened the presentation before a scrim, with a
drop of Paris for a background, giving the stage
an atmosphere of a French roof garden. The
boys play very well, and Cully and Claire supply
the Hokum numbers which the audience is al-
ways fond of.

Then came Lodena Edgcumbe and Her Four
Boys, with the stage representing an artist’s
studio, the boys dressed as artist painters, who
introduce Lodena Edgcumbe. After their opening
dance number, Jimmy Smith goes into a hot tap
dance, which got very good applause. Then fol-
lowed Lodena Edgcumbe and Dick Leonard in a
classy ballroom dance, with Buster Keim in an
arcrobatic tap-dance.

The presentation closed with a lively group
dance number, and was well liked by the cus-
tomers.

Boston Metropolitan

Week Ending November 18

“Roumanian Rhapsody” played by The Metro-
politan Grand Orchestra, and assisted by George
Stefenesco, piper, and The Metropolitan Vocal
and Dance Ensembles in Italian costume opened
the program. Arthur Martel at the organ played
old and new selections in a group entitled “Then
and Now.”

The presentation was Jack Partington’s “Moon-
lit Waters,” an attractively staged production
with unusually gorgeous settings. The curtain
rose on a Venetian scene, showing the interior
of a courtyard in Venice, with balcony effect in
back of the orchestra. The orchestra was dressed
in brightly colored Italian costume.

“Beneath Venetian Skies” was the opening se-
lection by Gene Rodemich and the famous stage
band. This was followed by Rose Marino, toe
dancer, and The Boris Petroff Dancers, all in
Italian peasant costume.

Next came Mario and Lazar in Two “Strolling
Troubadours.” They sang “Just a Memory,” and
an operatic comedy melody, an original number
that got a good hand.

Gene Rodemich and The Met Merrymakers then
played a selection of waltz hits featuring solos
by the sax trio, trombone, violin, and cornet,
and also vocal selections by the members of the
orchestra.

Helen Yorke, one of the Met favorites, was
here on a return engagement. She sang a new
arrangement of “Carnival of Venice.” Needless

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November 26, 1927

EXHIBITORS HERALD

41

to say, her soprano voice and attractive person-
ality won good applause.

The hits of the performance were next — Fantle-
roy and Van, supposedly two tourists from the
States. They could do anything, from playing
tunes on broom handles and musical saws to
clog dancing, joke springing, and singing. A
most versatile and entertaining pair of come-
dians, receiving two encores.

After them came Myrio, Desha and Barte in
classic and acrobatic dancing.

Finale by the entire company consisted of sing-
ing and dancing to the tune of “Neapolitan
Nights.” Altogether the performance was one of
the best this season.

Bebe Daniels in “She’s a Sheik” was the film.

Omaha Riviera

Week Ending November 17

The show at the Omaha Riviera probably was
the most colorful of the theatre to date, marking
the close of A1 Evans’ conductcrship of the stage
orchestra and the entertainment. He is being
transferred to another Publix house.

The show was “Tokio Blues,” and with the
exception of Willie Solar, international comedian,
the entire cast including the chorus was made up
of Japanese. Solar, late of Ziegfield Follies, sang
two particularly good comedy songs, “Huckleberry
Pie” and “Snora.”

The Japanese stars were The Three Meyakos,
for five years with Ed Wynn ; Naoe Kondo, from
“Artists and Models” and other shows ; Helen
Kim, from “Shanghai Gesture;” Hastu Kuma,
vaudeville star ; Aida Kawakami, recently arrived
from Oriental circuits ; George Kirose, and eight
gorgeously garbed Japanese geisha girls.

Among the pleasing musical numbers was the
duet “Lantern of Love” by Hastu Kuma and
Hirose, and one of the Meyakis, who is a violinist
of ability.

In the dancing line, rhythmic posings on a high
platform by the ballet girls and Aida Kawakami
as solo dancer was delightful.

For the close of his 19 weeks’ engagement A1
Evans sang a new composition by himself, “Some-
where There Is Someone Waiting for Me.” The
Riviera week now closes Thursday night instead
of Friday night and Jimmy Ellard, Evans’ suc-
cessor, took the stage Friday night.

The feature film was “A Gentleman From
Paris.”

One of the biggest hits of the season was
the combination of Jimmy and the orchestra in
a burlesque musical skit, “Uncle Tom’s Cabin.”
As each character was mentioned in the dramatic
recital, the orchestra played a two or three meas-
ure theme descriptive of the popular conception of
Simon Legree, Little Eva, Uncle Tom, the blood-
hounds, snowflakes, etc.

Lang and Voelk, good entertainers, put over
“Baby Days” and “When I First Met Mary.”
Molly Hall sang with more personality than voice.

Jack Powell, cleverest drummer we’ve ever seen,
did a black-face act that hit the bull’s eye
every second he was on the stage. He was a
revelation with the drum sticks.

Mooney and Churchill, adagio dancers, presented
“An Indian Legend” against a background sug-
gestive of mountains and pine trees. The light-
ing effects were charming. The finale, “Moon
Deer,” by the company proved a pretty piece of
work.

All through the show the eight chorus girls in
glorified Indian costumes added atmosphere and
color to the show.

Herbie Koch, at the organ, played a novelty,
“Definitions.” He made the story and music
work out of Calvin Coolidge’s famous word,
“choose.” This was a cleverly executed number.

“American Beauty” was the feature with Para-
mount News and “Songs of France.”

Indianapolis Indiana

Week Ending November 18

The stage attraction is entitled “Dixieland” and
the settings arc Southern in their effect. One
of the features of the program is the singing of
Porbes Randolph’s Kentucky Jubilee Choir, spe-
cialists in Negro spirituals.

Joe Penner, formerly of the Greenwich Village
Follies, keeps the audience laughing as long as
he is on the stage. Edith Griffith is a blues
singer of charm. Some pretty dances are done
by Ruth Stanley and Luella Lee, and Morris and
Rapp, two boys formerly with “Coconuts,” feature
in specialty dances. One of the hits of the
show is the dancing of Henry LaMatte, a local
boy in the service of the Indiana theatre. Charlie
Davis and his musicians have some new arrange-
mente of popular numbers.

Milwaukee Wisconsin

Week Ending November 19

“Schcoler’s Minstrels” is this week’s offering
at Saxe’s Wisconsin theatre and its mighty
tasty. The entire band in orange and black hats
and coats walk down the aisle to stirring music,
and disappear behind a drop of many colored
ribbons.

A1 Herman, all in black, makes an inpromptu
appearance and the orchestra leader has to shoo
him offstage until he can introduce him properly.
The Six Abbott Dancers then go into a hot dance
number as the drop of ribbons is lifted disclosing
the orchestra before a drop with a number of
large dice. The entire setting is very colorful,
and the girls’ dancing draws a good hand.

Harry Garland and A1 Herman then make their
appearance, are properly introduced by the band
leader and then they do a bit of wise cracking
back and forth.

“Wherever You Are” is played by the orchestra
and Billy Meyer sings the chorus. Billy Rolfs,
fast acrobatic dancer makes his appearance and
what he doesn’t know about twisting and turn-
ing in dancing isn’t worth knowing. He gets a
big hand.

Harry Garland next entertains with “Ida, I
Love You” as it would be sung by Eddie Cantor,
Carrol Norman, and A1 Jolson, respectively. His
imitation is perfect and he draws heavy applause.

“The Tamborine Dance” is played by the or-
chestra and the drop back of the musicians is
lifted showing the Six Abbott Dancers seated in
six niches on the upper stage. They all have
tamborines and accompany the orchestra.

A1 Herman, who by the way, continues to keep
the audience laughing through practically the
entire performance, sings, “Cause I Ain’t That
Kind of a Baby.” He then starts to sing “Just
Once Again” but the song is carried on by Ned
Miller, song writer, who also sings “Baby Your
Mother.” The orchestra then plays “What’ll You
Do” with Miller singing the chorus.

“Blue Baby” is the catchy selection next
played by the orchestra and Billy Meyers sings
the chorus. The Lassiter Brothers then do their
bit with some snappy dancing including a number
of comedy steps which tickle the audience. They
draw a big hand and are called back several
times.

The next number is announced as a trip to

Des Moines Capitol

Week Ending November 18

“Way Out West,” the Publix production through
which Jimmy Ellard said goodbye to Des Moines,
was without doubt one of the two or three really
outstanding shows ever presented at the theatre
since it has worked under Publix banner. The
entire show was a treat from start to finish, easy
on the eyes and delighttful to the ears.

The work of the stage music crew was excep-
tionally pleasing in the group of Indian melodies
presented in a sort of medley. They played,
“Land of the Sky-Blue Water,” “Pale Moon,”
“Love Song” and ’’Waters of Minnetonka,” which
group includes some of the most beautiful com-
positions of Charles Wakefield Cadman and Thur-
low Lieurance.

Jimmy sang for the dozenth time in the past
few weeks, “My Blue Heaven,’ and responded to
numerous encores as the audience went wild
shouting for their favorites.

AL BELASCO

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P. S.— MARKELL and FAUN are now at Shea’s Theatre, Buffalo, N. Y. They’re good too l

42

EXHIBITORS HERALD

November 26, 1927

piano land on a seat of ivories by the band
leader. The drop behind The Six Abbott Dancers
is raised and discloses six pianos each within
a hoop. The orchestra and piano sextette go into
the strains of “Joy Bells are Ringing Because
I’m in Love,” and Billy Meyers comes out to
sing the chorus. The entire ensemble then plays
“Pomp and Circumstance” while each hoop about
the pianists is a circle of brilliant lights. The
entire presentation was very well staged and one
of the best to date. Glenn Welty and Eddie
VVeisfeldt should again be congratulated for the
musical arrangements and staging of the presen-
tation respectively.

Milwaukee Venetian

Week Ending November 12

This week Harry Allen and His Venetian
Serenaders offer “Beneath Venetian Skies.”
Kathlyn McKay, the first number of the presen-
tation, offers in a pleasing voice, “My Blue Hea-
ven,” accompanied by Omar Smith at the organ.
The number was very well done and went over
big.

Harry Allen next presents a violin solo, “Gypsy
Sweetheart,” which draws good applause. Allen
is quite as adept at the violin as he is a band
leader.

The Badger State Quartette next makes their
appearance with a number of these old-fashioned
tunes and melodies including “Way Down Upon
the Swanee River,” “Down On the Farm” and a
number of others. They draw a big hand, and
are called back several times for encores.

“Just a Memory” is the next number by the
orchestra, after which Kathlyn McKay obliges
with “Just Another Day Wasted Away.”

The presentation ended with a burlesque on an
operatic selection by members of the orchestra.
Attired as they are in costumes of the age of
Shakespeare’s “Romeo and Juliet,” the number
makes a hit and draws a big laugh from every-
body.

Brooklyn Mark Strand

Week Ending November 18

This week Managing Director Edward L. Hy-
man presented Irving Aaronson and his Com-
manders, direct from their run at the Roxy. They
were the big presentation of the show.

Selections from Leoncavallo’s opera, “Pagli-
acci,” with a specilly made film title introduc-
ing it, was the overture by the Mark Strand
Orchestra, with Willy Stahl and Graham Harris
conducting.

A new idea was introduced by “discovering” a
tenor in the orchestra. A specially made film
title was thrown on the screen introducing
Caeser Nesi, who was then spotted seated in the
pit and who sang Toselli's “Serenade” and an
Italian folk song, “A1 Frangesa.”

Don Williams, new xylophonist of the orchestra,
was brought out next as a soloist playing first

“Roses of Picardy” and closing with a “hot”
number.

The football picture. “The Lateral Pass,” came
next, after which followed The Topical Review
and then came Helene Gaubis, coloratura soprano,
in a return engagement. She appeared on the
apron of the orchestra stage, singing “Just A
Memory” and “Una Voce Poca Fa,” an aria from
the opera, “The Barber of Seville.”

Irving Aaronson and His Commanders got a
welcome hand when the draw curtains opened on
their presentation. The boys were seated in front
of a fan-like cut-out of tinsel gold, which was
backed up by a fabric drop curtain. With Aaron-
son deserting his piano stool in favor of the
baton, the act opened with “When Day Is Done,”
which in turn was followed with “Cradle in
Caroline,” a comedy song, “You Don’t Like It,
Not Much,” in which the whole orchestra took
part. Salvatore Cibelli, violinist and tenor, was
next. She sang a Neopolitan folk song, “Beauti-
ful Heaven,” “My Baby Is Driving Me Wild” and
closed with Dinah,” featuring “Red Stanley,”
Black Bottom dancer extraordinary of the band.
An encore “Smoky Joe,” another comedy song,
was offered.

Kansas City Midland

Week Ending November 19

John Philip Sousa and His Band of 60 pieces
was the stage attraction at Loew’s Midland which
this week drew capacity houses at virtually every
performance. The program, or concert, which
consisted of six numbers, varied throughout the
week, the selections differing from one day to
another. During Mr. Sousa’s stay in Kansas City
he constantly was in newspaper headlines through
his activity in directing various school bands in
his off hours.

A specially arranged overture was offered by
Dave Rubinoff, guest conductor of the Midland
Concert Orchestra, titled, “Black Bottom the
World Over.” The national airs of various coun-
tries were blended into the overture.

Hans Flath, organist, offered “A Musical Study
of Astronomy,” based on “My Blue Heaven.”

Chicago Sheridan

Week Ending November 20

Verne Buck calls his presentation this week
“Gridiron Blues,” and a fine setting showing a
football stadium and field carried out the atmo-
sphere of the name. The shew opens with Buck
and his orchestra playing a medley of college
songs. The Joe Keith Girls come out to do a good
routine. The number is exceptionally well played
and gets a good hand.

Miller and Marx come out next and do an
imitation ice skating number that had nothing
special to recommend it. but they made up for
it when they began a tap dance, which wan as
good os anything seen lately. They get a good
hand.

Lorita Amiea follows and sings “Do You Mean

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A JOHN HELD, JR., Cartoon Girl in the Flesh
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EDGAR AMSTEIN

Featured Organist
CENTRAL PARK THEATRE, CHICAGO

(BALABAN & KATZ)

BOB BILLINGS

Solo Organist

CRYSTAL THEATRE, CHICAGO

It When You Say I Love You,” and “My Blue
Heaven.” Her pleasing voice made a big hit
with the audience 60 she sang “My Blue Heaven”
again as an encore. Then came a Spanish dance
that was better than good. It is a pleasure to
see such dances as this. The team is called
Enrico and Theodore and few more graceful
dancers exist than Enrico.

Then comes a band number, “What’ll You Do,”
in which Buck shakes a mean pair of feet. The
number brings down the house and takes an en-
core.

The Joe Keith Girls next do an unusually good
number to the tune of “Collegiate.” The dance
is clever, well executed, and the costumes are
strikingly pretty.

Arthur Tyrelli follows and whistles a number
of operatic selections that 100 per cent en-
tertainment, and follows with some plain and
fancy harmonica playing. He is a past master at
whistling and harmonica playing. The audience
gives him a wonderful hand and demands an
encore.

Freddie Bernard comes out next to sing, “At
Dawning,” “Broken Hearted,” and to give an
imitation of A1 Jolson singing “Rockabye Baby.”
As an encore he sings “Muddy Waters.” Bernard
has a rich, colorful voice and the audience showed
their appreciation of it with a fine applause. A
band number “Shady Trees” follows with Buck
singing the song. He gets big hand and encore.
Enrico and Theodore next give a wonderful
adagio dance, in which the grace of movement of
Enrico is a pleasure to the eye. The dance should
thrill any audience as it did the one at the
Sheridan.

For the finale the band plays a number from
“Hit the Deck,” and The Joe Keith Girls, dressed
as college co-eds do a short routine. It is re-
markable how the quality of the Sheridan pres-
entations has developed in the last few months.

Chicago Chicago

Week Ending November 20

“Flyin’ High” was the title of this week’s
bandshow at the Chicago, and with the exception
of a “Spirit of St. Vitus Dance,” by those clever
and always successful dancers Bernard and Henry,
the program, in the opinion of this reporter, was
not up to the usual Balaban & Katz standard.

Jules Buffano led the stagehand in their first
selection. “Flyin’ High,” in which the historic
non-stop flight of Colonel Lindbergh was depicted
by music, and the Aviatrix Review in gilded
costumes, then did some footwork.

This was followed by an accordion number by
Jerrie Donatella, who played "Ain’t She Sweet?”
and who also gave some unusual black bottom
steps in both rapid and slow motion tempo.

Next came “My Blue Heaven” by the stage-
band, with a pleasing vocal solo by Joe Herbert.

Kathleen French and Mabel Barrett followed
with a vocal duet, “Side by Side,” “A Night in
June,” and a clever parody on "Crazy Words”
that the audience seemed to like.

“The Spirit of St. Vitus Dance.” by Bernard
and Henry, brought down the house, and they
were called for three encores. These dancers al-
ways have "something different” and when they
make up in hick clothes, just looking them over
will give anyone a laugh.

For the finale the band played “Up in the
Clouds.” as two aerialists were lowered over the
stage, and as the dancers went into a review.

Chicago Harding

Week Ending November 20

“A Jazz Festival” was the title of this week’s
program at the Harding, with Sammy Kahn di-
recting the stagehand. Peggy Bernier, who sang
until “she didn’t know anymore,” was the hit
of the show.

After a fan drill and review by the Gould
Dancers, the orchestra played “My Blue Heaven”
and then Ray and White stepped lively in some
tap and soft shoe dancing to “Sidewalks of New
York” and “At Sundown.” These boys worked
fast and seemed to please everyone.

Peggy Bernier then skipped out and gaye
“’Cause I Ain’t That Kind of a Baby,” “Anna-
belle Lee,” “She Don’t Wanna,” “Georgeous” and

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

November 26, 1927

EXHIBITORS HERALD

43

"Dewey Day,” as only Peggy can. The audience
was still applauding when 6he stepped to the
footlights and said she was happy to receive the
applause and would be glad to continue but ‘‘she
didn’t know any more!”

This was followed by a selection by the band,
“Just Another Day” that received a fair hand ;
and the Gould Girls came on then to do some
strenuous acrobatic dancing which was interluded
by peppy solo tap work by Gray, of the Gray and
White team. The girls danced off to “Yankee
Doodle.”

For the last number Mehan and Newman did
a combination singing, harmonica playing, and
acrobatic dancing act, that was fast and unusual.
The girl yodeled "Oh Look at That Baby” and
"Go to Sleep.” They received a good hand.

The finale consisted of the usual review and
appearance of all acts on the stage.

Chicago Norshore

Week Ending November 19

This week’s stageshow was called “Bars and
Stripes” and was one of the classiest and snap-
piest performances this reporter has witnessed in
a long time.

Opening: In front of a beautiful backdrop

representing a view of Lincoln Park at night,
with a silhouette of St. Gauden’s statue of
Lincoln towering above A1 Kvale and Ilomay
Bailey who were cuddled up on a park bench.
Just as A1 said he had something in his pocket
for Ilomay, a man wheeling a baby carriage and
accompanied by his wife, who was yelling at
him to “Be careful, and” etc., walked across the
stage. They were only out of sight when an-
other couple came strutting along. This time
the husband was carrying a big armful of bundles
and the wife exclaimed sarcastically as he dropped
a package, “To think that I married you, with
all the other chances I had!” While all this was
going on, A1 became noticeably worried ; he
reached down into his hip pocket, drew a gun,
and without a word “shot” Ilomay. Curtain.

With the curtain closed out marched 16 con-
victs, attired in black and white stripped prison
suits, doing a snake dance ! The curtain parted,
the “convicts” took their places in the orchestra,
and the Gould Ballet Girls, who were locked be-
hind bars in a tier of prison cells located above
and in the rear of the orchestra, stepped down
from their position and went into a clever review.
The band then played “The Prisoner’s Song” and
the girls, who had bells on their ankles, wrists,
and shoulder straps, jingled them to harmonize
with the tune. For the last part, all of them
took positions on their backs and each in turn
rendered her part of the music by kicking into
the air.

Sylvia and Clemence, who were next did a tap
to “Poet and Peasant” and were loudly ap-
plauded.

Ilomay Bailey then came on to sing “A Shady
Tree”; she and A1 cut up a bit and she finally
made him “sore.” So while he pouted she sang
“Let’s Kiss and Make Up,” and received such
a big hand for this that she gave as an encore
“A Russian Lullaby,” accompanied by A1 who
played the piano.

Kvale then directed the orchestra, playing “My
Blue Heaven,” with a vocal chorus by Cloyde
Griswold that was very well liked. A1 picked
up his trombone and they jazzed the last few bars.

Grace Dorro then entered while the orchestra
played “Hallelujah,” and did some novelty work

on the piano that was fast and clever. Her first
number was a variation of “When the Red Red
Robbin Comes Bob Bob Bobbin’ Along,” played
to represent an Indian war dance, a funeral dirge,
and Irish reel, and snatches of well-known mili-
tary marches. She followed by imitating a harp
being played ; and brought down the house when
she gave a “player-piano” selection.

Kvale next gave a short solo on the flute and
then he and the banjoist put feathers in their
caps ; and while Griswold sang “Birds of a Feather
Are We,” A1 flirted with him by chirping on a
bird whistle. ’This made everyone laugh, and the
girls in bird costumes, then came on doing a
novel dance to “Turkey in the Straw.”

Bert Hanlon, a sputtering, serious, wise-crack-
ing “philosopher,” followed with dissertations on
his eating, football games, and gave a poetic
reading “Olives.” The audience soon warmed
ud to him and before he left they were howling
with laughter.

After this the band played “The Prisoner’s
Song,” the girls went into a review and all acts
appeared on the stage for the Finale.

Chicago Granada

Week Ending November 20

Benny Meroff and His Orchestra were “Putting
on the Ritz” at the Granada this week, and how
they did knock ’em dead! The music, the direct-
ing, the dancing and the acting were superb.

Opening: Margaret White, in front of a

cubistic-like front drop, opened the program with
a hot, peppy number called “Bo Bo,” and the
Sixteen Mermaids followed with a fine drill and
review, as the band, obscured by the drop, played
a jazz selection.

Then the curtains were parted and Meroff ap-
peared and announced “I’ll Think of You” as
the next selection. This went over big.

Eddie Davis staggered in next doing a drunken
and acrobatic dance that had fine support from
the orchestra, and he received loud applause.

“When Day Is Done” was given next by the
band with a finesse that made it beautiful.

Perhaps the most graceful and pleasing danc-
ing of the evening was offered by Rene and
Fohl, fancy ballroom artists, who performed to
“When the Girl Is You and the Boy Is Me,” and
also to the music of “Mighty Like a Rose.”

A symphonic arrangement of that operatic
selection, Aida, was the manner in which
Meroff announced the third orchestral selection.
This was exceptionally good and was very much
appreciated.

Margaret White appeared again to win loud
applause from her singing of “Angel Eyes,” “At
Dawning” and “Marvelous.”

The show was stopped at this point by the
tap, clog, soft shoe, eccentric and novelty danc-
ing of three colored boys who are known as the

Three Dominoes. Their first numbers were to
the music of “Ain’t She Sweet” and “At Sun-
down” and the house just shook with applause.
“You ain’t seen nothin’ yet,” said one of the
boys, “wait until I cool off these hot dogs and
regiain my breath!” This fellow then gave “Stmt-
tin ’ Along” and after the clapping had subsided
a little announced that they didn’t have anything
to do but dance, and if the audience wanted them
to continue they could “Act that way,” and they
did.

Al. B. White came on for the next number
and sang “Dawning,” “Me and My Shadow” and
“Broadway.” He received a fine hand.

“What’ll You Do” was the name of the selec-
tion played for the finale, as the Mermaids went
into a review and the backdrop was raised to
present a colorful underwater tableau.

Chicago Diversey

Week Ending November 19

“High Lights” was the stage show offered under
the direction of Joe Kayser, the last half of this
week, and besides the fine numbers offered by the
orchestra, the show included a versitile cast.

The show opened to a neat stage setting, with
the orchestra playing a snappy jazz tune as
The Six Abbott Dancers offered a neat routine,
first on the bridge, later finishing on the stage.
Joe Kayser then makes his appearance, which
called for a good hand, and announces a request
number of “Just Another Day,” which Cecil
Read, the cornetist, sings pleasingly, and the
orchestra offer in good style. After a fine
reception, Mel Klee, a blackface comedian, enters
from the audience, and pulls a few gags with
Joe Kayser for no reason at all.

Tina Tweeter, a cute young lady, is next and
while casting reflections from a mirror, sings
“You Were Made for Me,” in a pleasing man-
ner and follows this with a well routined tap
dance and for an encore a good Black Bottom.
Sang and Chong, two Chinamen, next offer in
good harmony a duet of “Blue Skies,” which won
a good hand. One of the boys next sings “Are
You Lonesome Tonight,” the other then enters
in Scotch costume and offers “My Bonnie Lassie,”
a la Harry Lauder, this gets a very good re-
ception. Joe’s boys then offer a very good ar-
rangement of “Blue Heaven,” which Tom Paxton
sings very well. This number gets a fine recep-
tion. The Abbott Dancers next offer a novel
routine to a good hand. Mel Klee again enters
and gets many laughs for his gags, though some
were pretty old. Mel follows his comedy with
a wonderful rendition of “Broken Hearted” which
he sings with his whole heart in it. He receives
a very good hand.

Morton and Mayo next offer a good comedy
boob dance. They were dressed in colonial costume
which lent a novel effect to their act. The Hud-
son Kiddies, two little girls, next offer many

RAY TURNER

Featured Organist
CORONADO THEATRE, ROCKFORD, ILL.

(A Great States Theatre)

USING JIMMY SAVAGE SPECIALTIES

AUSTIN MACK

And His
Century
Serenaders

Al. F. Fox
Ass’t. Cond.

ASCHERS
TERMINAL
THEATRE,
CHICAGO

DON PEDRO-ESPINOSA

Solo Organist

AMBASSADOR THEATRE, CHICAGO

(Photoplay Synchronizing a Specialty)

KENNETH ANDERSON

Featured Organist

METROPOLITAN CHICAGO

(Photoplay Syncronizing a Specialty)

44

EXHIBITORS HERALD November 26, 1927

clever acrobatic feats which were very well re-
ceived.

The Abbott Dancers in very cute costumes next
offer a good routine as the entire company as-
sembles on the bridge as the orchestra play a
snappy tune.

Observation: Joe Kayer is gaining popularity
at the house every week and the hope of his
following is for him to be there permanently.

Chicago Capitol

Week Ending November 20

“Hello Husk” is this week’s presentation offered
by Husk O’Hara and His Jumping Jacks. The
opening number is an introduction of “Hail, Hail
the Gangs All Here.” The ballet, 12 in all,
push a box containing Husk upon the stage and
Husk steps out. He makes a short announcement
and goes into “Dew Dewy Day,” with the girls
presenting a cute routine.

He introduces the Shore Sisters in a fast Rus-
sian dance which goes over big. In the mean-
time he changes costumes. He repeats this
throughout the show.

Eddie Galbreth, a Victor recording artist, sings
“When Irish Eyes Are Smiling” and “Blue
Heaven.” Eddie has a good voice and goes over
well.

The ballet is next in a fast routine and receives
a good hand.

Husk announces a band number called “Mar-
quita.” This is put over in good style with one
of the boys singing a chorus.

Husk introduces, after some clowning, Owen
and Drew in a comedy presentation. They imi-
tate roosters and each instrument in the band.
It brings the laughs and they receive a good
hand.

Husk introduces his own number called “Doris,”
a comedy number. Each of the men in the
band sings a line or so and all are well repaid for
their efforts.

Nat Nazzarro, Jr., is introduced and plays a
solo on a cello. He is also a singer and dancer.
He receives a thunder of applause.

The closing band number is “Tiger Rag,” played
in good hot style.

Chicago Lawndale

Week Ending November 20

“Thrills and Frills” is the name of the Lawn-
dale’s presentation this week with Sam Kaufman
and His Music Masters on the stage.

The curtain rises with full stage and the band
playing “Hello Cutie,” assisted by the ballet.

Sam makes his appearance and while trying
to make an announcement is continually inter-
rupted by the girls. At last they finish their
routine and go off the stage.

Sam next announces a band number called

Through with Acts

From now on the - Metropolitan theatre,
Atlanta, is through with special acts and
presentations. The house will revert to
the policy under which it achieved its
original success — a straight picture policy
with the “whole show on the screen.”

The new policy went into effect Mon-
day, November 21, and simultaneously with
the new scale of admission prices — the
popular 10-20-30 scale. Under this sched-
ule 10 cents will prevail at the morning
matinee, from 11:00 to 1:00; 20 cents

from 1:00 to 6:00; and 30 cents after 6:00
o’clock. Admission for children will be
10 cents at all times.

Dolores Costello in “Old San Francisco”
will inaugurate the new policy. Following
immediately will bo Clara Bow in “My
Lady of Whims,” and thereafter in order
will appear “Moon of Israel,” “Slightly
Used,” “The Desired Woman,” and “The
Missing Link.”

The feature pictures will be surrounded
by timely short subjects.

“Wherever You Go.” This was played in good
style and received due applause.

Joy Lloyd, a girl from Dallas, Tex., sings
“He’s the Last Word” and “Is He My Boy
Friend.” She receives an encore and finishes with
a good round of applause.

The ballet is next, giving an acrobatic dance
to the tune of “Russian Lullaby.”

Sam Kaufman announces he will play a piano
duet with his pianist, Harold Wright, and they
render “Flapperette.” This is received in good
style.

The next is a toe dance by one of the girls in
the ballet.

Bernie Grossman, a song writer, is introduced
next and sings a few of hi6 own songs and after
a little clowning with Sam Kaufman does an
encore.

Cole and Pertl, two colored dancers, were next.
They offered a tap dance and took an encore.

The Finale included Grossman, the ballet, and
Cole and Pertl to the tune of “My Sugar.”

Chicago Oriental

Week Ending November 20

Mark Fisher’s second week at the Oriental
proved an appetizing bill of fare for the crowds.
Mark is a popular boy and he sure is doing
right by the host of Paul Ash fans.

This week’s bill was “College of Comics,” with

everything of a collegiate nature. Paul Small
opened singing a collegiate song, with the Ab-
bott Dancers coming on for some of the snappi-
est stepping this reporter has seen in some time.
In this dance they emulated the college cheer
leaders — and how.

Next the orchestra, members of which were
dressed in graduation outfits first and then the
collegiate cap and sweater, played “Blue River,”
with Mark coming forward to sing the chorus.
As usual Mark scored and with the utterance of
his “Whoopee” the audience let loose with unre-
strained applause.

On next were Bernice and Emily, two former
Abbott Dancers. Their stepping to “At Sun-
down” earned for them a great hand. Frankly,
the audience would never have let them stop
working had Mark not intervened and begged a
rest for them.

Paul Small next sang a novelty, “Here Comes
the Show Boat,” to a good hand, with Rubber
Legs Hullette coming on next. Rubber Legs is
a clever chap, and as he dances you can easily
believe that his body rests on boneless pins.

The trombone player of the orchestra (sorry
his name could not be heard) next played a solo,
“Me and My Shadow.” It certainly was not hard
to take and he was compelled to repeat.

Howard and Lynd were next with songs and
jokes. The house roared its approval.

Mark’s rendition of “Baby Your Mother”
knocked the audience cold.

The setting for this show was beautiful, and
was a credit to the art of Louis McDermott.

Chicago Crown

A1 Copeland and his orchestra cf seven men
form the stagehand at this theatre and from the
reception accorded them, they are well liked at
this house.

The show opened when A1 entered to a fine
hand and announced a brand new number called
“The Persian Rug,” which these boys played very
well. Copeland next announces a little blues
singer, Mildred Andrews, who sings with a cute
baby voice. She puts her stuff over in g'reat
style. She stopped the 6how with her tap danc-
ing and took two encores.

The orchestra next offer a good arrangement
of “A Night in June,” in which A1 plays a mean
piano, one of the saxophonists plays a solo on a
violin and the drummer sings, all very pleasingly.
This number was well received.

Two young fellows, Ost and Reeves, next sing
“Highways Are Happyways,” and take two en-
cores for their good tap dancing.

A hot number “A Trip to Buffalo,” was next
and won the orchestra a good hand. Miss An-
drews and Ost and Reeves close with a song and
dance.

Before the curtain closes A1 announces that the
cornetist is now the proud father of a seven
pound baby boy, which called for tremendous
applause.

St. Louis State

Week Ending November 11

Anatole Friedland and his “Club Anatole Re-
view” was the headlined stageshow of the week.

Friedland is this season featuring June Mayo,
prima donna; Le Blanc and Du Charme adagio
team, and the Duley Sisters.

Also on the stage were Freddie Martin, eccen-

CHARLES GREGORY

“Hardware Harmony”

A Musical Novelty
That Is a
REAL
NOVELTY

Full of Comedy
Situations

Now Playing
Coronado Theatre,
Rockford, 111.

Vaudeville Direction EZ KEOUGH

Presentation — Direction WM. MORRIS
AGENCY

JIMMIE FERGUSON

Late Co-Starring Comic of

S1SSLE & BLAKE'S “CHOCOLATE DADDIES”

Also Producer of the Revues for CAFE De PARIS

Now Playing the Better Class Presentation Houses

Personal Direction — LEO SALKINS
Standard Oil Bldg., 910 So. Michigan Ave., Chicago

PP-

JESSE CRAWFORD

With MRS. CRAWFORD at the

STAGE CONSOLE

Paramount Theatre, New York

■KFlBiBf

“At the Cross-Roads of the World”

ADELAIDE HALL

( The Versatile Artist)

After a Successful Tour of Deluxe Picture Houses
Now Featured in Cafe Revues
Address Care — EXHIBITORS HERALD

November 26, 1927

EXHIBITORS HERALD

45

trie dancer, and Belle E. Coates’ Company, “Cali-
fornia Song Birds.”

Kirk Frederick’s orchestral prologue was an
Armistice Day tribute, “The Unknown Soldier.”

Tom Terry at the organ had a novelty entitled,
"Bright College Years.”

Mrs. Karl Kimmel sang the final song selection
for the orchestral overture, while a sextet of the
Municipal Opera male singers and Gretchen Kim-
mel, dancer, aided Terry.

Pittsburgh Penn

Week Ending November 12

A triple draw this week gives the customers a
great value for their money and succeeded in
drawing record business all week. Perhaps the
strongest of the trio of attractions was the per-
sonal appearance of Paul and Lloyd Waner,
Pittsburgh baseball stars, and idolized here even
though the world series was a flop. Then Ted
Weems and his Victor Recording Orchestra are
very popular, comparing with Waring’s Pennsyl-
vanians. “Becky,” feature picture, had the
Heart papers in back of it giving unusual pub-
licity also.

The show opened with an overture by
Don Albert with the Symphony Orchestra playing
"Robespierre,” followed by a tableau, scene being
memorial to the unknown soldier with 12 men
dressed as marines, army and navy recruits sing-
ing "My Buddy,” effectively staged.

After the news, Paul and Lloyd Waner came
on. They played saxophone and violin, told a
few jokes, and by kidding the audience about how
rotten they were they went over exceptionally
well.

Ted Weems and His Victor Recording Orchestra

followed the organ solo with "Highways Are
Happy Ways.” Then a song by the banjo player
with piano accompaniment. “Road to Mandalay,”
their next number, in a special arrangement ran
seven minutes. One of the boys then sings
“Clementine from New Orlean” with orchestra
playing hot behind him. A comedy number next
and they closed with “She’s Got It” as recorded
by them.

Philadelphia Stanley

Week Ending November 12

The program this week was a delightful one,
with honors for first place about equally divided
between the two presentation acts, Gtliran and
Marguerite, with the Ballet Caprice, and the Gil-
bert and Sullivan Male Ensemble.

The orchestra opened with “Armistice Over-
ture,” melodies by John Philip Sousa, with an
elaborate stage setting. The Ballet Caprice Girls
in pale pink chiffon tripped daintily to the strains
of “Pizzicato” by Delibes.

Guiran and Marguerite presented some clever
and graceful acrobatic dancing to the melody of
“Thine Own” by Lange.

In the third number six ballet girls presented a
series of dances which were marvels of grace
and artistry. The “Scarf Dance” to the accom-
paniment of “Tales of Hoffman” was a delightful
offering. The number closed with the dancers
forming a circle in the center of the stage re-
sembling the chalice of a lily.

Then followed a caricature of the various
dances of the girls by a male ballet in grotesque
suits, who capered around the stage or assumed
awkward poses, the clowning being so well done
that gales of laughter greeted the six clowns. The
act closed with the “Swan Song” in which the
men imitated the motions and cries of swans.

The Gilbert and Sullivan Male Ensemble of 14
sang with a swing and dash from start to finish
that carried the audience with it. Their perform-
ance was reminiscent of the “Student Prince”
chorus. They sang “Good October Ale,” and
“Old Heidelberg” and breaking up into groups
gave the “Stein Song,” with much clinking of
glasses.” Then in true Gilbert and Sullivan
style they sang, “Robin Hood With Catlike Tread”
from “Pirates of Penzance,” which made a great
hit with the audience.

Robert Norton is an excellent baritone and his
personality and natural manner contributed
greatly to the success of the act.

Evans Is Leaving

Manager A. G. Stolte of the Riviera theatre,
Omaha, announces that A1 Evans, popular master
of ceremonies on the Riviera stage, will close his
engagement November 17. He is being trans-
ferred to another Publix house. His place will
be taken by Jimmy Ellard. Jacques Beaucaire,
pit orchestra leader, is being transferred to Hous-
ton, Tex. His place is being taken by Frederick
Schmidt.

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
wiil be published.

PRESENTATION ACTS— To the Editor: In

answer to your inquiry on reverse side will say
that I am hardly in a position to give you any-
thing very accurate as I do not use vaudeville
for several reasons. First, I am too close to
Pueblo where they are supposed to have first class
vaudeville and which I cannot secure in as small
a place as Ordway, and the class of vaudeville
that I could secure is cheap John stuff traveling
cross country and even they demand a percentage
that is prohibitive as far as I am concerned.

I find this, however, that if a picture is good
enough to stand on its feet no vaudeville is
necessary to secure patronage but all of the pro-
ducers are making some weak pictures and some-
thing is necessary to bolster up the program.
Exhibitors tried at one time to give the people
reels and reels of stuff so as to make the program
attractive, but they soon found that the people
cared not to sit through so many reels of pictures
to get a small percentage of entertainment. I
also observe that many people go to the theatre
and when the vaudeville is over leave the theatre
without seeing all of the pictures.

The novelty of moving pictures is a thing of
the past and people want good entertainment.

Who would want vaudeville with “The Covered
Wagon,” “The Ten Commandments,” “The Big
Parade” and such big pictures or even with such
pictures as “The Winning of Barbara Worth,”
“Stella Dallas,” and Lon Chaney pictures or even
any Zane Grey picture? I occasionally play stock
but I make the stock play on its own legs and the
pictures stand for themselves — never play the two
together.— DENNIS J. MOONEY, Princess thea-
tre, Ordway, Col.

PRESENTATION ACTS— To the Editor: In
reply to your circular letter under date of August
3, relative to towns of 5,000 running attractions
other than pictures will say that my experience
is as follows : That we have tried vaudeville,
dramatic stock, and musical tab shows, and the
latter seems to be the best bet for the small town
theatre.

First because of the fact that most towns of
this size are handicapped the same as we are,
with a limited capacity and to run added attrac-
tions it is quite necessary that at least two per-
formances at night be given, and this you really
cannot do with dramatic stock, because people
will arrive all during the 6how when there are
two show’s given and this not only disturbs the
audience that comes promptly but it disturbs the
actor.

With vaudeville, I find that the average town
of this size is limited to about three acts, and if
he gives anything worth while he cannot afford
to use more, and at best it is hard to draw the
crowd necessary to cover the additional expense,
but with musical tab each one of the 6hows I
have used manage to have at least five vaudeville
numbers, and the chorus makes the show look like
quantity for the money, and most of them carry
their own musical director which makes everything
run according to big city style.

I have had good success getting these musical
comedy shows from Gus Sun Booking Agency, and
they have a lot of them, enough to carry one for
52 weeks. I find that two days a week at the
most is about all we can stand, and that every
other week is best, because we must advance the
admission prices and if they spend it all in two
days the balance of the week will be here to take
on two days a week so as to give these companies
at least a six day week, and we play them on
percentage. We use our picture program with
them. I find that the time a crowd will get in

the theatre will vary and I usually run pictures
first until we have a good crowd to show to
before the acts go on and this gives the per-
former something to work too, and it goes over in
much better style than it would to an empty
house.

Of course one could arrange to have his cheaper
features on these dates, as I find that they come
to see the musical comedy company more so than
the picture, and when I use them on two nights
they change both nights and I change the rest
of the show as well, as the same crowd will
come back.

We feature the attraction above the picture.
We have a Photoplayer in our theatre style
No. 45.

I trust that I have covered all that you have
asked and if vou want further information I will
be glad to furnish same to you. I might add
that I have found that 40 cents for adults and
25 for children is the most satisfactory price to
charge for these mixed entertainments. My regu-
lar picture prices are for most part 25 and 10.

We simply cannot get 50 cents and hold our
own with the other nights. — RAY BRANCH,
Strand and Family theatres, Hastings, Mich.

Fire Inspector Ousted

( Special to the Herald)

MONTREAL, Nov. 22. — An echo of the
Laurier Palace theatre disaster in Montreal
last January was heard when the civic ex-
ecutive committee dismissed Inspector
James Mclsaac of the fire department.
Police Captain T. O. Bellefleur also was
dismissed.

THE GREATER DRUNKARD
DANCERS

jean HUBERT FRITZ

Now Featured in a “Syncopated
Menu”

Metropolitan , Houston , Texas

A PUBLIX UNIT

DIRECTION WM. MORRIS AGENCY

RUTH LUELLA

STANLEY and LEE

DANCERS PERSONIFIED

Just Closed a Tour of PUBLIX THEATRES in the West

Now Playing With Publix Unit in the East

Direction — Wm. Morris Agency

46

EXHIBITORS HERALD

November 26, 1927

G

LOSAYS

Someibind
about0
Everyone

Hello Chicago!— Writing this in the Club Car
of the Lake Shore Limited on the way to New
York. . . . Just a little visit, will be back before the
first. . . . Sorry I could not attend Del Delbridge’s
opening at the Michigan theatre in Detroit, but I
know Del will make good. . . . While in the big
town will drop in and wish Lou Kosloff lots of
luck on his opening as band leader of the Para-
mount. . . . Ben Black, who was there before
Lou, is now at Saenger’s New Orleans. . . . Oh,
say, before I forget it, let me tell you that our
friend Milton Charles is coming back to Chicago
and will feature organ solos at the Oriental. . . .
Report has it that Henri A. Keates leaves there
in a few weeks. . . . Basel Cristol took Preston
Sellers' place at the Senate theatre, Chicago, as
featured organist while Sellers filled in at the
Uptown, also a Chicago house. . . . While we
are on the subject of organists let me also say
that while visiting J. F. Ransley, the Chicago
songslide man, we met Jack Martin, featured
organist of the Tower theatre in Milwaukee, who
is to open the new Garfield there this week. . . .
While at Ransley’s we also met Rob Miller, man-
ager of Leo Feist’s Detroit office, who was being
shown around by George Pincus also of the same
firm. . . . Well, well, now our good friend George
Givot is also a newspaper publisher, having be-
come a partner with James Forsyth in “The
Forum,” Chicago’s newest local sheet carrying
theatrical news. . . . Winona Flaven, has been
appointed editor. . . . After a long and successful
run as band leader at the Palace in Dallas, Tex.,
Lou Forbes leaves this week to open the new
Publix house in Denver. . . . Bob West is to
be the featured organist. . . . Art Landry will
take Forbes’ place in Dallas. . . . Well, what
do you know about Bill Miller. . . . He’s going to
get himself married next week in Chicago to
Mae Bernie. . . .Bill is of Miller & Peterson, a
presentation act. . . . Wait here’s some more
scandal. . . . Max Novelle of the act of Novelle
Brothers, became a daddy two weeks ago of a
cute little girl . . . Instead of closing a tour in
Atlanta all Publix units will hereafter terminate
at New Orleans. . . . Did you know that “Scotty”
Is no longer at the Oriental, Chicago, as secre-
tary? . . . Yep, he left to become a West Coast
representative for this paper. . . . Jack Sturm
has taken his place. . ... Word reaches us that
West Coast Theatres may' take over the opera-
tion of Finketetein & Ruben houses. . . . Also
the Saxe Enterprises of Milwaukee. . . . $100,000
is the sum to be paid to Ruth Elder .for 100 days
tour of the Loew Circuit. . . . Me thinks I’ll
learn how to fly an airship myself. . . . Maybe I
can then become independent for life. ... A new
picture house has opened in Chicago. It is
called the Avaloe and presents first run films
and organ solos. . . . Speaking of theatres, we
understand that the Apollo now being completely
remodeled will open before Christmas. . . . Joseph
Stanley, formerly with Jerome H. Remick & Com-
pany, is now with the Irving Berlin forces in
New York. . . . Paul H. Forster has been appointed
feature organist of the Worth theatre, Publix’s
new house in Fort Worth, Texas. . . . A1 Morey
Is there as band leader. . . . Word comes to us
that Salvatore Santalla is to be the band leader
of Publix’s new house in Portland, Ore. . . .
Glen Goff is the feature organist at the Granada
theatre in San Francisco. . . . The Palace in
Rockford, 111., and the Orpheum in Madison, Wis.,
both on the Orpheum chain, have gone in for
the bandshow policy. . . . Well, folks, the train
is nearing the great White Way so I’ll ring off
now and say more next week. . . . Then I’ll tell
you all about “Tin Pan Alley” and the show
business in New York. . . . Happy Thanksgiving
to all.— A. RAYMOND GALLO.

ORGAN SOLOS

Edgar Amstcin (Chicago Central Park) offered
an Armistice solo the week of November 11. He
used songs that were popular during the war
such as “Long Long Trail a Winding,” “Tipper-
ary,” “Madelon,” and “Keep the Home Fires
Burning,” closing with lyrics to the “Stars and
Stripes Forever.” This served as a community
stunt and was well received by the audience.

Don Cordon (Chicago Lawndale) called his solo
“The Life of a Song,” using a community stunt.
He followed the songs from their birth to their
death. With comedy slides he pictured the songs
being played by the old town band, merry-go-
round, etc. The songs used were “Are You
Happy” and “I’d Love to Call You My Sweet-
heart.” The audience proved to be great singers
and received his offering well.

Bill Bennett (Chicago Belpark) offered a bur-
lesque on “The Shooting of Dan McGrew.” He
called the solo “The Shooting of Dan McStew.”
He also used the 10 songs in one idea, the popu-
lar numbers he used being “Annabelle Lee”
“Barbara,” “Blue Heaven,” “A Night in June”
and “Just Once Again.” He has a marvelous
audience to work to and for.

Herb Kearn (Los Angeles Metropolitan), who
is a big favorite, is using “Romance of Old
Spain” for his organ solo this week. It con-
tains many Spanish melodies but features “An
Old Guitar and an Old Refrain.” They don’t
sing out here but the organist has a chance to
play real organ, and Herb Kearn didn’t miss.

Dick Liebert (Pittsburgh Penn) has a very
novel solo this week called “On The Radio.” A
large cone speaker is on the left of the stage,
as Dick enters from the right, takes his coat off
and meets a man who asks him if he is ready
to broadcast. Dick then jumps to the organ
from the stage as voice from loud speaker an-
nounces that “I Don’t Believe You” and “Doll
Dance” are to be played. A voice is heard over
the speaker singing the chorus. Comic tele-
grams are flashed on the screen. This solo
stopped the show.

Grace R. Clark (Chicago Crown) is back from
a month’s vacation and from her reception her
audience must have missed her very much. She
used a special set of “Hello” slides which told of
missing her audience and being glad to be back.
When she played “Sundown,” “Just Another
Day” and “Sing Me a Baby Song,” which she
asked the audience to sing, the way they sang
wias proof enough that she was missed and that
she is very well liked at this house.

Harold Daniels (Chicago Buckingham) offered
his premier solo at the new $25,000 Master Kim-
ball organ. He used an original Daniels novelty
which he called “The Voice of the Mighty Organ.”
He offered everything that could be offered on
an organ. This included solos on the Tibia,
Diapason, Flute, Vox Humana, Violin, Kinura,
Harp Xylophone, Orchestra Bells Tympany, Cym-
bals, Mil. Drums, Harps and what not. For a
finish, he asked the audience to sing “Just Once
Again,” and “A Night in June,” and they surely
reciprocated. Daniels is an extremely versatile
artist and this reporter is sure there is lots in
store for him. He received a very fine ovation
for his solo and the personal congratulations
from many of the audience.

Edmund Fitch (Chicago Sheridan) offers only
one number for his organ solo this week. He
plays and sings “Blue River” with slides of the
lyric. Fitch changes the type of his presentation
from week to week, and the audience seemed to
like this week’s presentation, for it gave him a
good hand.

A NATURAL HIT

“My Blue Heaven" (Feist).

NEXT BEST SELLERS

“What Do We Do on a Dewy
Day’’ (Berlin).

“Desert Song’’ (Harms).

“ Higlnvays Are Happy Ways"
(Weil).

“Here Am I Broken Hearted”

( DeS ylva-Brown-H ehderson) .

“The Song Is Ended" (Irving Ber-
lin).

“Doll Dance” (Sherman-Clay).

“MY HEART STOOD STILL”— (Harms, Inc.)

— Rogers and Hart, two out-standing musical
comedy writers, have, given us another terrific
hit in the above song, which is the out-standing
hit from “The Connecticut Yankee,” now playing
in New York.

# * #

“FOR MY BABY” — (Waterson, Berlin &
Snyder) — Another Ted Snyder song, lyrics by
Irving Kahal and Francis Wheeler. I have writ-
ten up a lot of Baby Songs recently but this is
one of the best. Should be heard from.

“SINGAPORE SORROWS”— (Broadway Music
Corporation) — This is an idea long overlooked by
song writers. A blue tune of the far east. A
song that has a very good chance. By Le Soir
and Ray Doll.

* * *

“THERE’S ALWAYS A WAY TO REMEM-
BER”— (M. Witmark & Sons) — A light ballad
that is a little different from the type of song
this firm has given us in the past. Sam Fain
and Lew Pollack turned out an excellent song.

“DANCING SHADOWS”— (A1 Piantadosi)— A
novelette by Ernie Golden a band leader who is
an outstanding Eastern favorite on the radio.
This number should give the publisher — A1
Piantadosi — a good start.

# * *

‘“TWING-A-LING”— (J. H. Remick & Co.)— A
dreamy Spanish song with guitar and all the other
Spanish, instruments necessary for making love.
A very pretty tune by Haven Gillespie and Egbert
Van Alstyne.

“MY CAROLINA HOME” — (Triangle Music
Pub. Co.) — A Dixie song that is different inas-
much as it is written in waltz tempo. Words and
Music by Clayton McMichen, Bert Layne and Lowe
Stokes.

* # *

“00! GOLLY, AIN’T SHE CUTE ?”— (Irving
Berlin, Inc.) — A very cute number on the type of
“Ain’t She Sweet.” The writers Roy Turk and
Russel Robinson have been responsible for many
past successes.

* # *

“THERE’S A RICKETY RACKETY SHACK”—
(Shapiro Bernstein & Co.) — I had always thought
that an apartment was the best place to live in
but after hearing this song maybe one of those
rickety shacks is not so bad after all. By Charles
Tobias and Roy Turk.

* * *

“HOURS I SPENT WITH YOU” — (Irving
Berlin, Inc.) — A dramatic ballad reminding one
of "Old Pal Why Don’t You Answer Me.” The
melody is by the radio favorite "Little Jack
Little” and lyrics by Young and Lewis. A beauti-
ful song.

Publix Makes Transfers

Jimmie Ellard, popular bandshow leader at the
Capitol theatre in Des Moines, left Nov. 18 after
the show for Omaha where he will assume the
same position at the Riviera under management
of A. G. Stolte. Don Charnos from the Rialto
in Denver will take the place made vacant by
Jimmie, for a period of two weeks. He will be
followed by Paul Spor from Dallas, who will be
here December 9.

“MAYBE YOU’LL BE THE ONE WHO’LL BE
THE ONE TO CARE”— (Villa Moret, Inc.)— A
trick title which reminds one of A1 Bryan but
was written by Joe McKiernan who is also re-
sponsible for the music and will say that he
turned out a very cute tune.

* * *

“RUSSIAN DOLL”— (J. H. Remick & Co.)— A
similarity of title should not be confused with the
“Doll Dance.” This is a very good Russian num-
ber and is being played extensively.

SID BERMAN.

November 26, 1927

EXHIBITORS

HERALD

4 7

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

THAT DOVE \ GIRL

T

X HAT Dove girl, Billie, gets better and
better. In “American Beauty” she is quite
good enough. If she gets any better there
will be no room for other players in her
casts, and a story will have to be a whale to
get a glance from her worshippers. There
are both dark and bright sides to that poten-
tiality.

In “American Beauty” there is, of course,
a story. It has to do with a girl employed
in a smart hotel who poses as a social per-
sonage and gets away with it to the extent
that she desires to do so. This isn't strik-
ingly new, but Miss Dove makes it seem so.
She even dims the certainty that she will fall
into the arms of Lloyd Hughes, the hand-
some young engineer, at the final fadeout.
That, considering their pairing in her last
several pictures, is an accomplishment.

I get a double kick out of Miss Dove’s re-
cent rapid advancement. I was among those
who didn’t think much of her in the
early days when she strode in and out of
pictures with little or no net result. I was
among those whose eyes opened abruptly
when she broke into electric lights with the
shedding of several layers of petticoat and
primness. I am among those who now look
forward to her pictures as adequate reasons
for sitting through jazz banditry and similar
annoyances with which the big town exhib-
itors associate their screenings in this era.

But what I started out to say is that this
Dove girl is getting along beautifully in pic-
tures and is doing it without any of the ges-
tures and pretentions which sometimes are
employed in making this ascent. I, for one,
like to see progress of this character and
send up rockets (!!!) for the party making
such progress. More power to Miss Dove.

EXHIBITING PRACTICES

I DO not like Jo find fault with the man-
ner in which exhibitors operate their play-
houses. Fundamentally, it is their business;
mine being but to go to their theatres, view
their pictures and write paragraphs about
them. At times, however, I cannot resist an
intentionally informative word in this space.
This is one of the times.

I believe, for instance, that exhibitors pre-

By T. O. SERVICE

fer to seat patrons in the places where the
patrons desire to he seated, that they prefer
this above filling their auditoriums unfail-
ingly in conformity with some geometrical
plan which an expert has worked out for
purposes of clearing the seating space expe-
ditiously at the conclusion of a performance.
For this reason I believe exhibitors are
interested in the fact that ushers do per-
sistendv and consistently lie to patrons
about availability of seats in chosen sectors.
Perhaps this is not known to the exhibitors.

I believe, further, that exhibitors who
send organ recitals over the radio during
exhibition hours prefer to have the organist
accompany the picture at the expense of the
ether concert rather than the reverse. Per-
haps exhibitors do not know that the organ-
ists are doing the other thing, killing the
picture for the thirty minutes of the broad-
cast. There is no charge for this information.

I believe, in addition, that there is not in
this advanced age any intention to send any
patron away from the theatre without his
having seen the complete program, that it
is considered a good investment to run a
complete show after the last ticket has been
sold. Then it may be news, since it can
hardly be asked of an exhibitor that he stay
in the theatre every night until closing time,
that the employees do not always fulfill this
trust.

These are three rather important points
that I believe exhibitors will take care of,
now that they know they are being neg-
lected. I, for one, will be grateful.

NEWSREEL LOCALS

I REMEMBER, and it seems not so long
ago, an announcement by the newsreels
(perhaps not more than one of them) to the
elfect that no more local editions would be
produced. There were reasons that sounded
good. I note, however, that the use of locals
has been resumed and I am heartily in favor
of their continuance. There are a good
many benefits to be had from them.

The outstanding local of the moment, of
course, is that which depicts the local foot-
ball battle in some detail. This is surefire
stuff and it gets a big band. It goes a long

way toward saving the film bill, when the
bill happens to be weak, and it makes a
strong bill stronger. But there are other
locals of interest.

No city gets so big or remains so small
that it does not conduct affairs of one kind
and another of tremendous local import.-
These, projected with unfailing regularity
within the local cinema, bring the playhouse
into the same estate as the newspaper, and*
it is a curious and sometimes wondrous fact
that the newspaper, be it bad or good, is
never without respect in its own home town.

For the mere prestige value of the local
newsreel edition, which seems to be handled
without great expense, the institution is well
worth preserving. Properly developed, it
can attain great power in the community, for
itself and for the theatre.

GLOSSARY OF IDEAS

It is regrettably true that the things which
pass for ideas in the camps of the picture
makers are seldom ideas at all but merely
incidents to which yarns may be appended.
Let a Chicago gunman devise a new method
of speeding a rival’s departure, his tech-
nique is bound to go upon the screen within
three months, with or without alteration.
Let a demented citizen of Pawtucket conjure
up a new and interesting form of murder,
suicide or mayhem, and it is no time at all
until the new and interesting system of still-
ing life has appeared in one or more pic-
tures. There may or may not be a clipping
bureau in charge of gathering this data, and
it may be that the writers are the ones whc
employ the bureau, but the result is the
same. The idea seems to be that a new man-
ner of getting (or being put) out of this
world is reason enough for the making of a-
motion picture. And maybe it is.

The result, all things considered, is not'
bad. People now know more ways to die
than any preceding generation ever dreamed'
of knowing. Death has been made so com-
mon that nobody is charmed by it. Accord-
ingly, people are living longer than previ-
ously. Not a bad arrangement. It remains
true, however, that the chief aim of the
cinema is not to prolong life but to enter-
tain people while they are alive. Something
ought to be done toward that end. also.

48

EXHIBITORS HERALD

November 26, 1927

THE THEATRE]

Q^4jT)epartment of Practical Showmanship J

This is one of the newspaper ad
mats to be furnished to all Adler
clothing dealers to be used in the
national tieup of Universal’s “Col-
legian” series and Adler’s “Col-
legian" clothes. George Lewis,
the star of the “Collegian” pic-
tures, wears Adler suits in all the
pictures.

ad ; direct mail campaign to thousands of
dealers with high pressure sales material.

For “The Shield of Honor” 477 chiefs
of police will help to put over the picture,
which is soon to be released. The tieup
with Adler, the manufacturer of “Col-
legian” clothes for young men, calls for
a tieup with the company’s 2,000 dealers

Military to the last word is this front for the showing of the Paramount pic-
ture, “Barbed Wire,” starring Pola Negri, at Proctor’s Palace theatre, New-
ark, N. J. The soldiers represented a soldier of each of the Allies. A shot
and shell effect was worked under cover in the upper part of the box office.
This was just a part of the exploitation staged by Manager H. R. Emde.
(See story.)

“U” Puts Over Many National
Tieups as Aid to Exhibitors

Universal Pictures Corporation at the present has 66 national tieups for
the exploitation of the Universal product and motion picture theatres.

Among these tieups are the tieup with the Kellogg Company on Laura
LaPlante, the national hookup with chiefs of police throughout the country
on “The Shield of Honor,” the national tieup with the David R. Adler &
Sons Company of Milwaukee and the national publicity campaign in connec-
tion with the ride of Vonceil Viking from New York to Los Angeles.

In the Kellogg campaign national adver- in the leading cities of the country and
tising is being used through the mediums the local motion picture theatres on Uni-
of billboards, subway and elevated posters versal’s “Collegian” series of pictures. The
and newspapers. The campaign, which is dealers will use special “Collegian” dis-
now running, calls for 3,500 billboards in plays and will give away suits of clothes
193 of the largest cities in the country; to the most popular athletes in their towns,
window posters in thousands of Kellogg It is said that the Adler company has spent
dealers’ windows ; 5,785 inches of adver- a great deal of money in selling the idea
tising in 179 of the largest city newspapers, to their retail clothing dealers. Special
ads running from two columns by eight hookups have been evolved for dealer and
inches to three columns by 10 inches per exhibitor tieups. In all the advertising-

stress is laid on the fact that George Lewis,
the star in the “Collegian” series, wears
Adler’s “Collegian” clothes in the pictures.

The horseback ride of Miss Vonceil
Viking from New York to Los Angeles is
bringing a landslide of publicity. If the 22
year old girl completes her ride within 120
days she will win a wager of $25,000 and
the opportunity to be the leading lady for
Ted Wells, Llniversal Western star. Mayor
Walker of New York saw her begin her
journey, and she is being met by huge
crowds in every town in which she stops.
She was greeted by President Coolidge in
Washington. It is said that the publicity
surrounding her ride is doing much to
stimulate interest in Western pictures along
her route. Many exhibitors are playing
Ted Wells pictures coincident with the
young lady’s arrival in the town.

(Announcement

Extraordinary!

Don't Foil to Sft
George Lewis

in tiic Next Picture oi

“The Collegian

George Lewis

Chooses to Wear

Adler Collegian

por-

tions at people through hi* brilliant po
trayal of college life in "The Collegiant
Mr. Lewi* knew that the romance,
the excitement, the thrills in these
-pictures would be dimmed without
the true college style and cut in hi*
clothe*. So he chose Adler Collegian*

— in the real college mode, at
you find them at thi* store.

Take a suggestion from George
Lewis’ success, and wear Adler
Collegian clothes. We have
some real surprise* in store
for Collegian "fans.” Watch
our store windows this week!

IDEALER’S NAME}

1

2

3

4

5

6.

Proctor s Palace Uses
1000 One-Sheets, 1000
Cards on “Barbed Wire”

When Proctor’s Palace theatre, Newark,
N. J., bills a town, it plasters it. But it
does not stop with billing. When it ran
“Barbed Wire,” a Paramount picture star-
ring Pola Negri, it used 11 different forms
of exploitation. Here they are:

One thousand one-sheets.

Three hundred three-sheets.

Fifty 24-sheets.

One thousand window cards.

Special shadow box in lobby 15 feet
long and six feet wide.

Soldier ballyhoo. Four men, each
one dressed to represent one of the
soldiers of the French, Italian,
English and American armies, did
patrol duty in front of the theatre
and attracted the attention of thou-
sands.

Shot and shell effect was worked at
various times during the day to at-
tract the attention of all people
within a radius of a block.

Special lobby panels, cut-outs and
art posters.

Trailers.

Advance notices.

Special heralds.

The exploitation was prepared by H. R.
Emde, manager of the Palace. Any one
of these various means of exploiting the
picture is good, and not one of them is
original or especially unusual, but when
they are all used at once, it makes a power-
ful campaign.

Any exploitation that is half planned will
produce half-results. And one that has
been carefully planned from every angle
with nothing overlooked will bring in re-
turns more than equal to the amount of
effort put into it.

8.

9.

10.

11.

EXHIBITORS HERALD

49

November 26, 1927

Texas Theatre , Reo,

Put Across Tieup
With “Dress Parade”

When Bob Blair, manager of the Texas
theatre in San Antonio, received word that
he was to play Bathe’s “Dress Parade,” he
immediately, set out to sew up the Reo
people in San Antonio on the national
publicity stunts prepared by the motor
company and Pathe.

The San Antonio Reo Company showed
remarkable enthusiasm in the hookup, and
a campaign was formulated which stands
as the best ever put through by the Texas
with an auto firm. The Reo company ran
a series of ads in local papers on “Dress
Parade” and the part of the Flying Cloud
in the picture. They furnished cars to all
Texas patrons who wished to see the show
during the week it played, sending Flying
Clouds after the patron, and calling for
them after the show. They put in an
enormous window display on the picture.
A series of newspaper articles ran in the
Automobile sections of all the papers on
the various angles of the tieup.

On Tuesday of the showing at the Texas,
the Reo Company sent 15 Flying Cloud
models to Ft. Sam Plouston, the Militaiy
Post bannered with appropriate copy, and
brought down to the theatre the 24 West
Point aspirants who are now oeing
schooled for examination at the camp.

That much good was derived from the <
hookup was shown by the increased re-
ceipts of the Texas, and by the great num-
ber of prospects landed by the Reo com-
pany.

Exhibitor Wins Good
Publicity by Offering
Cup to Racing Event

George Rotsky, manager of the Palace
theatre, Montreal, Quebec, cashed in on
local sporting interest when he offered a
handsome silver cup for a Palace Theatre
Handicap Race at the fall meet at Blue
Bonnets track. The newspapers carried
much publicity in connection with the race,
which was made a feature by the jockey
club, and, in addition, Rotsky had moving
pictures taken of the race and of the cup
presentation, which were shown on the
screen of the Palace for one week.

This ad used by Sidney Larschan
of the Meserole theatre, Brooklyn,
N. Y ., shows a good way to dis-
play both the name of the picture
and theatre. Attention is first
drawn to the name of the picture,
“ The Big Parade,” the M-G-M
war picture, by the use of black
type surrounded by enough white
space to set it off. Attention is
attracted to the theatre name by
the use of vertical letters, al-
though as a rule vertical letters
are hard to read. In this case the
border makes the ad more effec-
tive, although sometimes such bor-
ders attract the attention away
from the type.

“Dress Parade” Contest

As a booster in publicity for the showing
of “Dress Parade” at Keith’s theatre, In-
dianapolis, the house and a newspaper are
offering cash prizes and tickets for the best
100-word essay on “Why I Would Like to
Attend West Point.” The essay contest is
arousing much interest.

Here’s a Good One!
Theatre Admits
Sign Destroyer

Manager James Owen Cherry of the
Metropolitan theatre, Houston, pulled a
unique stunt to attract attention on Rich-
ard Dix’s latest production “Shanghi
Bound,” when it played at that theatre. On
Friday before the picture opened Saturday,
stories were run in all papers stating that
Friday at midnight an unknown man
would go over the business section of the
town tacking up cards in the most un-
looked for places. The stories further
announced that the next morning, those
who found the cards and tore them down,
presenting them at the box office, would be
admitted free to see “Shanghi Bound.”

Fifty of the cards were put out, with copy
concerning the current attraction at the
“Met.” An immense amount of interest
was arroused in the stunt, and the fact
that 45 out of the 50 cards were turned
in for admissions proves that the stunt
clicked as far as interest was concerned.

Community Contact Is
Necessary to Theatre
Success, Says Ray Niles

“There is no town too small, or city too
large but that the theatre manager will find
it very worthwhile to make the close per-
sonal acquaintance of the school board,
principals and superintendents of schools.”

This is the opinion of Ray L. Niles, resi-
dent manager of the Chateau Dodge thea-
tre, Rochester, Minn. “If the manager is
careful in his selection of pictures for
benefits it will be only a short time until
the various women’s clubs will endorse any
picture that the manager suggests. Wom-
en’s clubs have in the past offered consid-
erable agitation against the motion picture
theatres. This can be entirely overcome
by close personal contact.

“Community contact is a thing that must
not be overlooked in theatre operation.
Your entire success depends upon it, espe-
cially in the smaller communities.”

These charming usherettes wore these stunning Arabian
costumes at the United Artists theatre, Seattle, Wash.,
a week in advance of the showing of “Two Arabian
Knights,” a United Artists picture starring William
Boyd and Louis Wolheim. A ribbon imprinted “Wait-
ing for my Arabian knight" was worn by each girl and
conspicuously displayed. What a shame to put veils on
such lovely girls!

When the Ambassador theatre, St. Louis, held the world
premiere of “The Gorilla,” a First National picture,
this automobile, disguised as a locomotive, was sent
through the streets with the driver in a gorilla costume
and a girl in the cab. The picture is said to have
broken all house records for the theatre. A newspaper
contest was also held in which the public sent in sce-
narios for the seventh reel of the picture.

50

EXHIBITORS HERALD

November 26, 1927

In “New Pictures’’ the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions’’ and “Press Sheets” will be published each
week as an exhibitor service.

BOWERY CINDERELLA, A: Excellent Pictures drama, with Gladys

Hulette, Pat O’Malley, Pat Hartigan, Kate Bruce, Ernest Hilliard, Rose-
mary Theby, Leo White, and Howard Mitchell. Directed by Burton King.
Released Length 6,900.

TYPE AND THEME: A modern Cinderella from New York’s Bowery
travels a “perilous” road to happiness, but overcoming the obstacles cast
in her way by rich clubmen, she arrives in the final reel at her goal.

BODY AND SOUL: Metro-Goldwyn-Mayer drama, with Aileen Pringle,
Norman Kerry, Lionel Barrymore, and T. Roy Barnes. Directed by

Reginald Barker. Released October 15. Length 5,902.

TYPE AND THEME: From the novel, “The Branding Iron," said to
have had international success. It is a story of life in the Alps, telling
in this new setting the old story of a man who, jealous of his young
wife, brands her physically, but later saves her lover from death.

BECKY : Metro-Goldywn-Mayer comedy-drama, with Sally O’Neil, Owen
Moore, Harry Crocker, Gertrude Olmsted, Mack Swain, and Claude King.
Directed by John P. McCarthy. Released November 12. Length 6,433.

TYPE AND THEME: Whiihsical, sometimes tearful drama of the

stage and society, in which Becky, a show girl, ultimately rejects a million-
aire for the felon she has reformed. Story ran in Hearst papers.

CHINESE PARROT, THE: Universal mystery-melodrama, with Marian

Nixon, Florence Turner, Hobart Bosworth, Edmund Burns, Albert Conti,
So Jin, Fred Esmelton, Anna May Wong, and others. Directed by Paul
Leni. Released Length 7,304.

TYPE AND THEME: At a critical moment, a Chinese parrot squawks,
“Murder !” Therefore, the title. The story involves a string of pearls,
a beautiful girl, her mother, and the latter’s jilted girlhood sweetheart,
who seeks the daughter partly in revenge. Mystery and suspense are
carefully built up, and the film contains a number of impressive camera
angles and lighting effects.

CHEATING CHEATERS: Universal comedy-drama, with Betty Compson,
Kenneth Harlan, E. J. Radcliffe, Maude Turner Gordon, Sylvia Ashton,
Erwin Connelly, Eddie Gribbon, Lucien Littlefield, and Ceasare Gnavina.
Directed by Edward Laemmle. Released October 9. Length 5,623.

TYPE AND THEME: This one must be further classified as a farce-
mystery, one of the few on record. Originally the theme belonged to the
highly successful stage play of the same title. One gang of crooks steals
the diamonds and is caught red-handed by another gang, which starts
the farcial action by trying to get the gems. Ably directed by Laemmle.

CHEROKEE KID, THE : F B O Western, with Tom Tyler, Sharon Lynn,
Jerry Pembroke, Robert Burns, Robert Reeves, Ray Childs, James Van
Horn, and Carol Holloway. Directed by Robert DeLacy. Released
Length 4,837.

TYPE AND THEME: Usual Tyler action picture with the capable
Tom doing some spectacular riding in a race to rescue “the girl.” Just
before, considerable intrigue has gone on, and the ride also brings a
“bad guy” to justice.

GORILLA, THE: First National comedy-melodrama, with Charlie Murray,
Fred Kelsey, Alice Day, Tully Marshall, Claude Gillingwater, Walter
Pidgeon, Gaston Glass, Brooks Benedict, and Aggie Herring. Directed by
Alfred Santell. Released November 20. Length 7,133.

TYPE AND THEME: A generous mixture of mystery, farce, and melo-
drama, with the comical Murray as a detective. There’s a murder, a
real gorilla, a murderer disguised as a gorilla, and a little love interest.

GINGHAM GIRL, THE: FBO comedy-drama, with Lois Wilson, George
K. Arthur, Charles B. Crockett, Jazel Keener, Myrtle Bonillas, Jerry
Miley, Betty Francisco, Derelys Perdue, and Jed Prouty. Directed by
David Kirkland. Released October 2. Length 6,257.

TYPE AND THEME: Revealing in Arthur some sterling qualities
as a comedian. He leaves the small town and his girl to conquer Nexv
York, where later the girl turns up trying to sell her own brand of
cookies. A farcial Greenwich Village party estranges the girl. But he
later saves her cookie factory and reclaims her heart. Photography
notably effective.

SIRL FROM RIO, THE: Gotham-Lumas drama, with Carmel Myers, Walter
Pidgeon, Richard Tucker, Henry Hebert, Mildred Harris, and Eduard
Raquello. Directed by Tom Terries. Released September 1. Length 6,000.

TYPE AND THEME : This' one’s a romance of the South Sea, con-
taining a number of technicolor sequences. Paul loves Lola, a fiery tango
dancer, and his advances arouse the hatred of other suitors. Though

Paul is engaged to an English girl, the climatic action results in his being
able to marry Lola. Background greatly increases romantic character of
the story.

HOME-MADE: First National farce-comedy, with Johnny Hines, Margaret
Seddon, Dewitt Jennings, Maude Turner Gordon, Edmund Breese, Marjorie
Daw, and Charles Gerrard. Directed by Charles Hines. Released
December 18. Length 6,524.

TYPE AND THEME: A “story” for Hines’ comic capers. He goes
to New York to promote his mother’s jam. Meets girl on train. Gets
job as hotel waiter. Meets girl again. She invites him to party. Hotel
assigns him to same party. He’s exposed. But millionaire guest hears
about jam. And Johnnie’s a success uith both jam and girl.

IN OLD KENTUCKY: Metro-Goldwyn-Mayer melodrama, with James
Murray, Helene Costello, Wesley Harry , Edward Martindale, Dorothy
Cummings, Stephin Fetchit, Harvey Clark, Caroline Snowden, and Nick
Cogley. Directed by John M. Stahl. Released October 23. Length 6,646.

TYPE AND THEME: An adaptation of the famous stage play, ex-
ploiting the “sport of kings.” Young Southerner, temporarily “gone wild,”
redeems himself by betting his all on his father’s old horse. The nag
^vins, giving the Y. S. his father’s respect and the girl. Film contains
remarkable racing shots.

LEGION OF THE CONDEMNED, THE: Paramount melodrama, with Gary
Cooper, Fay Wray. Barry Norton, Francis McDonald, Lane Chandler,

Voya George Richa, Freeman Wood, Chariot Bird, and others. Directed

by William Wellman. Released Length

TYPE AND THEME: Another “thriller" to exploit, like “Wings,”
aviation, and by the author and director of the latter. The legion is
composed of men with various reasons for desiring death, among them
being Price. As a reporter in Washington, he meets a girl, whom he

later believes to be untrue. In the war, before starting by plane on a

mission that means almost certain death, he meets her again. His effort
to rejoin her motivates a spectacular air battle.

MAN CRAZY: First. National comedy-drama, with Dorothy Mackaill. Jack
Mulhall, Edythe Chapman, Phillips Smalley, Walter McGrail, and Ray
Hallor. Directed by John Francis Dillon. Released November 7. Length
5,542.

TYPE AND THEME: Light romantic and comical drama in which
bootleggers get mixed up in the love of Clarissa, a wealthy and beau-
tiful girl, for a truck driver. Quite a mess. But not so bad. The truck-
man turns out to be son of an “old” Neto England family.

NEST, THE: Excellent Pictures drama, with Pauline Frederick, Holmes
Herbert, Thomas Holding, Ruth Dwyer, Reginald Sheffield, Rolland
Flander, Jean Acker, and Wilfred Lucas. Directed by Will Nigh. Re-
leased- Length 7,393.

TYPE AND THEME: This is a mother story, illustrating the sacrifices
a mother will go to to save her children. A self-willed daughter marries
against her mother’s unshes. A stubborn son gets “in bad” with gamblers.
To save them, the mother goes on a wild career of gaiety, succeeding
finally in showing them their own errors.

RAGTIME: Firet Division drama, with John Bowers, Marguerite de la
Motte, Robert Ellis, Rose Dione, William H. Strauss, Kate Bruce, and
Bernard Siegel. Directed by Scott Pembroke. Released September 1.
Length 6,700.

TYPE AND THEME: Laid in a bizarre cafe, the story concerns Slick,
a gigolo; his wife, Goldie; Ted, a jazz piano player and aspiring lyric
writer; and Beth, a society girl. Ted loves Beth and so does Slick, so
when Ted writes a song of Beth’s inspiration, Slick steals and publishes
it. But Ted exposes him, writes a new song, and wins “yes” from Beth.

SHAME: Fox drama, with John Gilbert, Doris Pawn. William V. Mong,
George Seigmann, George Nicholls, Mickey Moore, Frankie Lee, Anna May
Wong, Rosemary Theby, and Herbert Portier. Directed by Emmett Flynn.
Released November 27. Length A reissue.

TYPE AND THEME: Designed to present poiverfully the theme of
fear and devotion. A successful merchant is driven to Africa by the fear
that he is a half-caste. His wife follows with a faithful secretary. In
Africa the faisband saves them from wolves, then learns that his fears
were groundless.

TURKISH DELIGHT: Pathe comedy-drama, with Rudolph Schildkraut.
Julia Faye, Kenneth Thomson, May Rohson, Louis Natheaux, Harry Allan,
and Toby Claude. Directed by Paul Sloane. Released November 11.
Length 5,397.

TYPE AND THEME: Based on a rather novel idea, the story also
permits of colorful sets. A New York rug dealer inherits a harem and
goes to Turkestan with his daughter. On the trip over, a young American
falls in love with the daughter and folloivs the pair. She starts a revolt in
the harem and the rug dealer flees with one wife, one daughter, and one
prospective son-in-law.

WRECK OF THE HESPERUS, THE: Pathe drama, with Sam De Grasse,
Virginia Bradford, FYancis Ford, Frank Marion, Alan Hale, Ethel Wales,
Josephine Norman, Milton Holmes and others. Directed by Elmer Clifton.
Released October 10. Length

TYPE AND THEME: Dramatization of Longfellou’’s poem of the same
title, directed by the man who made “Doivn to the Sea in Ships.” Con-
tains beautiful marine shots, including a storm and sea rescue. The story
is romantic and highly dramatic, ending happily. Endeavors to interpret
the beauty, fury, and pathos of the deep.

November 26, 1927

EXHIBITORS HERALD

51

AVAILABLE ATTBAOIONS

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

My — Mystery

Where the picture is a comedy-drama , comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

Title Players

Columbia

Alias the Lone

Wolf (D) Lytell-Wilson

Blood Ship, The (M) Bosworth-Logan

By Whose Hand? (MyD)„ Cortez- Gilbert

College Hero, The (CD)-Agnew-Garon

Isle of Forgotten

Women (D) _...Tearle-D. Sebastian

Opening Night, The (D)-Windsor-J. Bowers

Sally in Onr Ally (M)....Mason-Allen

Stage Kisses (D) Harlan-Chadwick

Tigress, The (M) Holt-Revier

Warning, The (M) Holt-Revier

Excellent

Length Released

.5831 Aug. 22

.6843 Aug. 10

.5432 Sept. 15

.5628 Oct. 9

5645 Sept. 27

Nov. 14

.5892 .Sept. 3

.5435 .Nov. 2

.5357 Oct. 21

.Nov. 26

New

Pictures

Bowery Cinderella (D)— . O’Malley-Hulette 6900 Nov. 26

Nest, The (D) Frederick-Herbert 7393 Nov. 26

FB 0

Aflame in the Sky (M)-.Luden-Lynn . — Dec. 18

Bandit’s Son, The (W)—Bob Steele 4789 Nov. 20

Breed of Courage (D)... Ranger 4910 -Aug. 7

Boy Rider, The (W) .Buzz Barton 4858 Oct. 23

Cherokee Kid, The (W).. Tyler- Lynn 4837 Oct. 30 Nov. 26

Clancy’s Kosher

Wedding (CD) .George Sidney 5701 Sept. 17

Coney Island (D) —Lois Wilson Jan. 13

Coward, The (D) Warner Baxter 5093 Aug. 21

Dead Man’s Curve (D)... .Fairbanks, Jr 551 1 Jan. 15

Desert Pirate (W) Tom Tyler 4754 Dec. 25

Driftin’ Sands <W) Bob Steele 4770 Jan. 1

Flying U Ranch,

The (W) .Tom Tyler 4913 Sept. 4

Gambler’s Game,

The (W) Tom Tyler — Oct. 30

Gingham Girl, The (C).... Lois Wilson _.6300 Oct. 2

Great Mail Robbery,

The (M) Von Eltz-Neleon 6507 Aug. 15

Harvester, The (D) Orville Caldwell 7045 -Nov. 23 Nov. 19

Hook and Ladder

No. 9 (D) .Ed Hearne — 5240 Nov. 13

In a Moment of

Temptation (M) Kit Guard —.5665 Sept. 18

Jake the Plumber (C)....Jesse De Vorska.— 5186 Oct. 16

Judgment of the

Hills (D) Darro-Valli 6481 Nov. 6 Nov. 12

Legionnaires in

Paris <C) Cooke-Guard Dec. 27

Little Mickey Grogan

(D) Frankie Darro 5815 Jan. 30

Mojave Kid, The (W) Bob Steele — 4924 Sept. 25

Not for Publication (M).. Ralph Ince 6140 Aug. 31

Ranger of the

North (D) Ranger 4941 Oct. 9

Shanghaied (M) Ralph Ince 6004 Oct. 19

Slingshot Kid, The (M)....Buzz Barton 4886 Dec. 4

South Sea Love (D) Patny Ruth Miller 6388 Dec. 10 Nov. 12

Swith Shadow, The (D).. Ranger _4892 Dec. 11

Wizard of the

Saddle (W) Buzz Barton Jan. 22

First Division

Death Valley (W) Carroll Nye. 5900 Oct. 1

Finneg-m’s Rail (C) Mack Swain. 6750 Sept. 15

Love in a Cottage. Betty Compson Dec. 1

Merry Wives of Windsor..Pauline Garon Dec. 15

Polly of the Movies Gertrude Short 6900 Nov. 1

Ragtime (D) De la Motte 6700 Sept. 1 Nov. 26

Return of Boston

Blackie (D) Glenn-Palmer 5700 Aug. 1

Say It With Diamonds Betty Compson 5900 Aug. 15

Temptations of a Shop

Girl Betty Compson Oct. 15

First National

American Beauty (D) Billie Dove 6333 Oct. 23 Nov. 19

Breakfast a*

Sunrise (CD) Constance Talmadge..._ 6042 Oct. 9 Nov. 12

Camille (D). Norma Talmadge 9692 Sept. 4

Chaser, The (C) Harry Lang^on.

Crystal Cup. The (D) Mackaill-Mulhall 6388 Nov. 6 Nov. 12

Drop Kick, The (D) .Barthelmess 6802 Sept. 11

French Dressing (D) Lois Wilson Jan. 15

Gorilla, The (My) Murray-Kelsey 7133 Nov. 20 Nov. 26

Title

Players

Length

Released

New

Pictures

-6288

..Nov. 20

Her Wild Oat (CD) .

6524

..Dec. 18

6720

— 5542

..Nov. 7

Noose. The (D)

Barthelmess

..Jan. 29

No Place to Go (CD) Hughes-Astor 6431 Nov. 13 Nov. 12

Red Raiders, The (W).... Ken Maynard 6280 Sept. 4

Rose of the Golden

West (D) Mary Astor 6477 Sept. 25 Nov. 19

Sailors’ Wives (CD) Hughes-Astor Jan. 22

Shepherd of the

Hills (D) Francis-O’Day Dec. 25

Smile, Brother,

Smile (CD) Mulhall-Mackaill 6669 Sept. 18

Texas Steer, A (CD) Will Rogers Jan. 1

Valley of the

Giants (D). — .Milton Sills , Dec. 11

Fox

Arizona Wildcat,

The (W) Tom Mix 4665 Nov. 20 Nov. 19

Blackjack (W) Buck Jones Sept. 26

Blood Will Tell (W) Buck Jones 4556 Nov. 13 Nov 12

*Cameo Kirby (D) John Gilbert Aug. 28

Chain Lightning (W) Buck Jones 5333 Aug. 14

East Side, West

Side (D) -.O’Brien-Valli 8154 Sept. 18

*Honor First (D) John Gilbert Sept. 18

Joy Girl, The (CD) Olive B«»den 6162 Sept. 25

Ladies Must Dress (CD). Virginia Valli Nov. 20 Nov. 19

Loves of Carmen (D) McLaglen-Del Rio 8538 Sept. 4

Paid to Love (D) O’Brien-Valli 6898 Aug. 4

Pajamas Borden-Gray 5876 Oct. 23

Pig Skin Sue Carroll.

Seventh Heaven (M) Farrell-Gay nor 10726 Oct. 30

*Shame (M)

Singed (D)

5892

Anjr 91

*St. Elmo (M)

Tumbling River (W) Tom Mix-Dwan

4675

Aii£. 9.1

Turxton King

Two Girls Wanted

(CD). Janet Gaynor

6293

Very Confidential

(CD)..Madge Bellamy..—

5620

What Price Glory
Woman Wise

(CD)..McLaglen-Lowe

11109—

...Aug. 28

Gotham

Bare Knees (D) Mae Busch 6000

Blondes by Choice (C)....Claire Windsor 6987

Cheer Leader, The (CD)-Graves-Olmsted
Fruit of Divorce,

Feb. 1
Oct. 1

- 5800 -Nov. 15

Rose of Kildare,

Becky

Big Parade, The
Body and Soul (E
Bridal Night, The

-Percy Marmont

6200

..Carmel Myers

5950

Nny

• Helene Chadwick ....

6700

-Mrs. Wallace Reid..

6750

All Star Cast

7000

...Jan. 1

letro-Goldwyn-

■Mayer

..Cody-Pringle

6667

..Aug. 27

-Tim McCoy

... 4709

-Shearer-Gray

..._ 6312

...Aug. 20

Lillian Gish

8730

•Sally O’Neil

6439

■Ramon Novarro

12000

-Oct. 8—

Nov 12

-Lon Chaney.

-Gilbert-Adoree

12550—

-Sept. 10

■ Kerry-L. Barrymore

5902

—Oct. 1

...Nov. 26

• Norma Shearer

...Dec. 31

••Jackie Coogan

5821

,_Aug. 6

..Sept. 24

Certain Young Man

A (D) -Novarro-Adoree

Cossack, The (D) john Gilbert.

Divine Woman, The (D)..Garbo_Hanson _...Jan 14

r air Co-ed, The (CD) Marion Davies ..._ 6408 Oct. 15 Nov. 19

Foreign Devils (W) Tim McCoy 4658 Sept. 3

Garden of Allah,

The (D) Terry-Petrovitch 8156 Nov. 5 Nov. 19

His Night (D) Novarro-Adoree Jan. 7

In Old Kentucky (D) J. Murray-H. Costello 6646 Oct. 29 Nov. 26

London After Midnight

<D) Lon Chaney Dec. 3

( Previous title : London
After Dark)

Lovelorn, The Sally O’Neil Dec. 17

Man, Woman and

Sin (D) ...John Gilbert

Mockery (M) Lon Chaney

Patsy, The (CD) Marion Davies.

Quality Street (D) —..Marion Davies 7193 Jan. 28

Road to Romance, The

(D) Novarro-Day 6581 Sept. 24

Rose Marie J. Murray-Crawford.

Snring Fever (C) William Haines 6705 Oct. 22 Nov. 12

Spoilers of the West

(W) :..Mc-Coy-Daw Dec. 10

Tea for Three (C) Cody-Pringle —6273 Dec. 10

Texas Ranger, The (W)-McCoy-Crawford.

.6280..

.5957..

....Nov.

....Aug.

52

EXHIBITORS HERALD

November 26, 1927

Title

Players

New

Length Released Pictures

Thirteenth Hour,

The (D)

West Point (CD)..

..Lionel Barrymore 5252 -Nov. 26

..Haines-Crawford Jan. 21

Paramount

Barbed Wire (D) Negri-Brook ...6951 Sept. 10

Beau Geste (M) Colman-N. Beery 9879 Aug. 1

Beau Sabreur (M) Cooper-Brent Jan. 7

Big Sneeze, The (C) Beery-Sterling Oct. 8

Chang (D) (Jungle Life) 6536 Sept. 3

City Gone Wild

The (M) Meighan-Millner .5408 Nov. 12

^Covered Wagon,

The (M) ... Kerrigan-Wilson 7447 Aug. 6

Fireman Save My

Child (C) - Beery-Hatton 5399 Aug. 1

Gay Defender, The (CD). .Richard Dix Dec. 10—

Gentleman of Paris,

A (CD) Menjou-O’Hara 5927 Oct. 15

Get Your Man (CD) Clara Bow 5889 Dec. 10

Glory Girl, The (CD) Esther Ralston Jan. 21

Honeymoon Hate (CD) — Florence Vidor 5415 Dec. 3

Honky Tonky (M) — George Bancroft .Dec. 24

Hula (CD) — -Bow-Brook 5862 Aug. 27

Jazz Orphan, The (CD)..Esther Ralston Jan. 14

Jesse James (D) Fred Thomson 8656 Oct. 22

Last Command. The (D)..Emil Jannings Jan. 21

Last Waltz, The (D) Special Cast - 6940 Nov. 26

Legion of

Condemned, The Wray-Cooper.

Mme. Pompadour (D) Moreno-D. Gish 7180 Aug. 13...

Metropolis (D). Special Cast 8039 Aug. 13

Nevada (W) Cooper-Todd 6258 Sept. 10

Now We’re in

Dutch (C) —..Beery-Hatton Jan. 14

One Woman to

Another (CD) Vidor-Shotweli 4022 Sept. 24

Open Range (W) Lane Chandler Nov. 5

Pioneer Scout, The (W)..Fred Thomson Jan. 21

Red Hair (CD) Bow-Rogers Jan. 14

Road to Glory, The (D).. Jannings-Brent.

Rough Riders, The (D) — Astor-Farrell 8443 Oct. 1

Running Wild (C) —Fields-Brian 8368 -Aug. 20

Santa Fe Scout,

The (W) - Fred Thomson Jan. 21

Secret Hour, The (D) Negri-Hersholt Dec. 24

Serenade (D) — Menjou-Wray - Dee. 31

Service for Ladies (C).-.Menjou-Carver 6170 Aug. 6

Shanghai Bound (D) Dix-Brian — 5515 Oct. 15

She’s a Sheik (C) Bebe Daniels - Nov. 12

Shootin’ Irons (W) Luden-Bronson 5179 Oct. 8

Soft Cushions (C) MacLean-Carol 6838 Aug. 27

Spotlight, The (CD) Ralston -Hamilton Nov. 19

Street of Sin (D) Jannings-Wray -Dec. 10

Stark Love (D). —Special Cast 6203 Sept. 17

Swim, Girl, Swim (CM)..Daniels-Hall 6124 Sept. 17

Tell It to Sweeney (C)— -Conklin-Bancroft —6006 Sept. 24

Two Flaming

Youths (C) Fields-Conklin Dec. 17

Underworld (M) — Bancroft-Brent 7453 Oct. 29

Way of All Flesh,

The (D) - - -Jannings-Bennett 8486 Oct. 1

We’re All

Gamblers (D) — Meighan-Millner 5935 Sept. 3

Woman on Trial (D) Pola Negri —5960 Oct. 29

Pathe

Almost Human (CD) Reynolds Oct. 18

Angel of Broadway,

The (D) - Leatnce Joy 6555 bept. 26..

Blue Danube — — Beatrice Joy.

Border Blackbirds (WD)-Maloney-E. Gilbert 5326 Aug. 28

Chicago (M) Phyllis Haver.

Country Doctor, The (D) ..Schildkraut 7400 Aug. 22

Dress Parade (D) Boyd-Love 6599 Nov. 11-

Fighting Eagle, The (M)-.LaRocque-Haver — 7972 Aug. 29

Forbidden Woman,

The (M). - Jetta Goudal 6568 Nov. 7

Free and Easy (F) — Prevost Jan. 16

Girl From Every-
where, The (C) Mack Swain . — 3303

Girl in the Pullman,

The (C) Prevost-Ford 5867-

..Nov. 12

-Nov. 26

-Nov. 19

..Nov. 19
.Nov. 12

-5990..

...Nov. 19
.Nov. 12

Interferin’ Gent,

My Friend from

India (F)

On to Reno (D).
Phantom Buster,

Rush Hour, The (C).

Walking Back (M).

Wreck of the

Hesperus, The (M).

Casey Jones (CD)

Heroes in Blue (M).
Law and the Man,

The (D)

On the Stroke of

Twelve (M)

Wanderer of the

Hutchison-Calhoun ...

4620-

Aug. 7

.Buffalo Bill, Jr

4864..

Aug. 21

.Logan-Hale

Jan. 2

6472..

Nov. 18...

19

Nov. 27

.Prevost-Landis

Dec. 10

5000..

.(Travel in China)

6000..

Aug. 7

.Prevost-Ford

Dec. 31

. Rod La Rocque.

5397-

26

.Reynolds

Jan. 23

.Wally Wales

4485-

Aug. 7

. Haver-T. Moore

5610..

...Nov.

19

,Hale-DeGrasse

Oct. 10

...Nov.

26

Rayart

.Price-Lewis

Dec.

.Dorothy Phillips

.D. Torrence

.Tex Maynard

Nov.

.Tex Maynard

Dec.

Wild Bom (W)

Sterling

Burning Up Broadway - Jan. 30

Marry the Girl (CD) - Jan. 30

Outcast Souls (D). Ralph Lewis 6400 Dec. 15-

Pretty Clothes (D) J. Ralston- Walker 5500 Nov. 15

..Nov. 12

Title

Players

Length Released

New

Pictures

Tiffany

Bridal of Pennacook,

The (Indian picture in colors) Nov. 1

Comrades (D) Fishing Village Romance No. 15

Girl from Gay Paree,

The (F) Lowell Sherman 5233 Sept. 15— Nov. 19

Haunted Ship,

The (M) Dec j

King of Sports (D) — Sept. 15

Lightning (W) J. Ralston-R. Fraser 6049 Sept. 1

Me and My Pal Dec 15

Memories (D) nrt i

Night Life (CD) !-lZZ-.6235-..-..Nov. 1

North of Suez .. jan |

Once and Forever (D)„„ Patsy Ruth Miller 5639 Oct. 15 . Nov 1’

Roamin’ ’Round the

Caribbean _. Oct 1 5

Romany Love (R) "" Dec 1

Scarface (D) Z.Z.Z-ZZjan 15

Streets of Shanghai

(RD) Starke-Harlan Dec. 15

Wild Geese (D) Belle Bennett. Nov 15

Woman Against the

World (D) Olmstead-Ford Jan. 1

Women’s Wares (D) Brent-Lytell 5614... Oct. 1..

Universal

.6869-

..Jan. 22

.5503-

.6958..

..Nov. 20

-Dec. 4

Alias the Deacon (CD)... .Hersholt-Marlowe ...

Back to God’s

Country (D) Adoree-Frazier 5751 Sept. 4... .

Border Cavalier,

The (W) Humes-Pierce 4427 Sept. 18

Buck Privates Lya De Putti Nov. 6

Cat and the Canary,

The (My) La Plante 7790 Sept. 11

Cheating Cheaters (C) Compson-Harland 5623 Oct. 9...

Chinese Parrot, The

(MyD) Nixon-Turner — 7304 Oct. 23

Cohens and Kellys

in Paris (C) Sidney jan. j

Finders Keepers (CD) Laura La Plante Feb. 5

Foreign Legion (D) Kerry-Stone.

Galloping Fury (W) Hoot Gibson

Hey, Rube Hoot Gibson.

Irresistible Lover,

The (CD) Kerry-Moran

Les Miserables (M) — Gabrio-Toulont 7713 Oct. 23

Lone Eagle, The Kent-Keane 5862 Sept. 18-

Man Who Laughs, The.... Veidt-Philbin.

Man’s Past, A (D) — Veidt-Kent 6135 Dee. 25

Mile-a-Minute-Love (C)-Denny-Kent

One Glorious Scrap Humes-Holmes Nov. 20

Out All Night (C) Denny-Nixon 6170 Sept. 4

Painted Ponies (W) Hoot Gibson 5416 Sept. 25-

Paris or Bust (C) Tyron-Miller — Dec. 18

Rawhide Kid, (W) Hoot Gibson Jan. 29

Silk Stockings Laura LaPlante 6166— —Oct. 2

Sky High Saunders A1 Wilson 4393 Nov. 6

Small Bachelor, The (C).Beranger-Kent 6218 Nov! 6

Straight Shootin’ (W) Wells Oct 16

Thirteenth Juror,

The (D) Bushman-Nilsson 5598 Nov. 13

13 Washington Square. .. Jean Hersholt.

Three Miles Up A1 Wilson 4041 Sept. 4

On Your Toes (C) Denny-Worth Nov. 27

Wild Beauty (CD) —Rex 5192 Nov 27

Wild Blood Rex.

Wolf’s Trail Dynamite, the dog 4167 Oct. 2

-Nov. 12

.Nov. 12

-Nov. 26

-Nov. 12

..Nov. 19
-Nov. 19

United Artists

Circus, The Charlie Chaplin

College (C) Keaton-Cornwall 5900 Sept. 10

Devil Dancer, The Gilda Gray

Douglas Fairbanks as

the Gaucho Fairbanks

Dove, The (M) Norma Talmadge Jan.

Drums of Love Mary Philbin Jan.

Garden of Eden, The C. Griffith-Ray Nov.

Magic Flame, The (M).„ .Colman-Banky 8550 Sept. 24

My Best Girl (M) Mary Piekford Nov.

Ramona (D) — Del Rio Jan.

Sadie Thompson Gloria Swanson Dec.

Sorrell and Son Warner-Nilsson Nov.

Tempest (M) John Barrymore Dec.

Warner Brothers

Beware of Married

Men — Irene Rich.

Brass Knuckles (D) Blue-Broneon

Broadway Kid, The Jessel-Ferris Sept. 10

Bush Leaguer, The

(CD) Monte Blue

Desired Woman, The

(M) Irene Rich

Dog of the Regiment,

A (M) Kin Tin Tin

First Auto, The Oldfield-Miller

Fortune Hunter,

The (C) Syd Chaplin

Girl from Chicago,

The (M> Nagel-Loy 5978..

Ginsberg the Great (C)— .Jessel

Glorious Betsy Dolores Costello.

Good Time Charley (D).... Oland-H. Costello ...

Jaws of Steel (D) Rin-Tin-Tin

Little Snob, The May McAvoy.

Missing Link, The (C —Syd Chaplin — 6485 Aug. 7

Old San Francisco (M)— .D. Costello-Oland 7961 Sept. 4_

One Round Hogan (M).~. Monte Blue —

Race for Life. — Rin-Tin-Tin.

Reno Divorce, A (D) May McAvoy — 5492 Oct. 22

Sailor Izzy Murphy (F) — George Jessel - 6295 Oct. 8

Sailor’s Sweetheart,

A (C) Fazenda-C. Cook ...

Silver Slave, The (D) Rich-Ferris

Slightly Used McAvoy-Nagel 6412 Sept. 3

When a Man Loves (R)-Barrymore-D. Costello —10081 Aug. 21

-6330..

Dec. 3

.6281..

Aug. 20

.6408..

Aug. 27

.5003..

-6767..

— Oct. 29
Sept. 18

-6639.

Nov. 7

.5978..

-5390..

Nov. 26

.6302..

Nov. 12

-5569..

Sept. 17

.6485-

Aug. 7

..7961..

.6357-

Sept. 4

Sept. 17

.5492..

Oct. 22

.6295..

Oct. 8

..5685-

.6124..

Sept. 24

.6412-

10081.

Sept. 3

Aug. 21

November 26, 1927

EXHIBITORS HERALD

53

PRESS SHEETS

BREAKFAST AT SUNRISE (First National):
The story is a farce of French life and because
of this a smart prologue suggests itself in the
form of a pot-pouri of music and dancing in
an Apache cafe in the Latin quarter. This would
give your local dramatic society a chance to do its
stuff, and should also prove an effective box office
draw. Arrange with the newspapers to run a
synopsis of the story, leaving out the concluding
episodes, and then offer prizes, or a number of
free admissions, to those who write the con-
clusion most like the original.

DEAD MAN’S CURVE (F B O) : This is a
racing story and tieups can, and should, be ef-
fected with automobiles, garages, traffic police-
men, auto racers and safety campaigns. Red-hot
throwaways on which are printed the town’s
traffic regulations can be obtained and used to
good advantage. Feature Doug Fairbanks, Jr.,
who stars in the film.

DESERT PIRATES (F B O) : A high school or
college glee club singing “The Pirates of Pen-
zance” by Gilbert and Sullivan or the "Sixteen
men on a dead man’s chest” ditty would make a
fine prologue for this picture. A good lobby
display, and a guessing contest should arouse
curiosity. Obtain from a local furniture dealer a
cedar chest fitted with brass, and place this in
the lobby among cowboy atmospheric display,
with this printed on a card. “What’s in this
treasure chest of the DESERT PIRATE? Cor-
rect answers win a three weeks’ pass to this
theatre.” In the chest can be placed guns, or
pictures of Tyler and Darro who play in the
picture, or some fools’ gold nuggets.

FLYING LUCK (Pathe) : Novelty airplanes
propelled by rubber bands can be used as street
flashes for this aviation comedy. Airplane build-
ing contests can be conducted, and talks given by
local airmen, as exploitation. If possible have a
marquee or lobby display of a miniature airplane :
and an exhibit of real airplane parts, such as
engine, control boards and apparatus ; together
with a parachute and an explanation of just how
it works, in your lobby.

FORBIDDEN WOMAN, THE (Pathe) : There
are offered in this press sheet some ideas on house
programs, highlights of the picture, catchlines ;
and a “Say it With Music” article that should
be read by anyone who fails to realize the im-
portance of well-rendered, appropriate music in
conjunction with motion pictures. The story is
about an Oriental spy and tieups may be made
with merchants selling products from the Far
East. A synopsis and the name of the writer
and director of the film is given for those who
wish to reprint the information and send it to
their patrons through the mail or by handbills or
throwaways.

. GOOD TIME CHARLEY (Warner) : The team
in this show is composed of a tall and a short
man who play different instruments, therefore a
musical contest of some kind could be pulled off
on the stage, such as a banjo playing contest, or
a novel dancing contest among father and daugh-
ter teams could be staged to arouse interest. Also
?.<L~~indow displays, teasers, etc., could read,
’ GOOD TIME CHARLEY’ says that Smith’s Ice
Cream is the best in town, etc.”

GU.N GOSPEL (First National): In newspapers
devoting space to juvenile features, poems, car-
toons, etc., have an essay contest on "Why I
Like Western Stories,” “Why 1 Like Ken
Maynard,” or “Why Tarzan (Ken Maynard’s
horse) is the most intelligent animal on the
screen.” Press sheets contain detailed informa-
tion about forming Ken Maynard Fan Clubs. As
the normal American boy is a hero-worshipper

PRESS SHEETS, a new and
exclusive HERALD service,
offers to exhibitors the high-
lights of advertising and ex-
ploitation as presented in the
press sheets issued by the
companies on eaeh of their
releases.

IN THIS department also will
be offered reproductions of
the newspaper ads and other
ad sales which are created for
the purpose of aiding exhib-
itors in their daily task of
building patronage.

from the ground up a feature writer could pre-
pare an interesting' local story on "They’re
Heroes to the Boys,” including in it a picture of
Maynard along with ether favorites like Ruth,
Lindbergh, etc.

HOME MADE (First National) : Perhaps the
newest and most sure-fire method of selling this
film would be to obtain a phonograph record
made by Johnny Hines (who plays five roles in
the comedy) in which he tells about the release.
These records, called “Fitzer’s Stars Talks” are
the idea of Fitzer Brothers of New York and are
produced for exhibitors to play in their lobbies
or anywhere else suitable for this new kind of
advertising.

MASKED MENACE, THE (Patheserial) : If a
serial is properly exploited the exhibitor should
have 10 nights of good business instead of one
or two. There are very unusual novelties to be
used in publicizing this film in the form of black
masks, on which may be printed “THE MASKED
MENACE.” If these are distributed to the school
kids or to youngsters attending the first episode,
they will most likely wear them wherever they
go, and this is sure to attract attention. A side-
walk light ballyhoo is shown and described.

NIGHT LIFE (Tiffany) : Two very good street
ballyhoos are described, one of a “blind” man
with a sign around his neck reading, “I'd give
a lot to be able to see ’Night Life’ at the

theatre, to be shown (dates) ,”

and the other, a six foot beer bottle made of
compo board, constructed without a bottom and
having a little window cut in its side for the
person who is on the inside carrying it to look
out from. On the sides may be printed “You
don’t need this to see ’Night Life’ which is

playing at the theatre, on

(dates) ”

OPEN RANGE (Paramount): There are some
excellent posters and lobby cards for exploiting
this picture, and the fact that it is a Zane Grey
story permits one to get tieups with book stores,
and with the Country Gentleman, in which it was
serialized. Copy for electric companies on kitchen
stoves could read, “These are OPEN RANGES,
no more dog days in the kitchen. Plenty of time

to do all your cooking and then go to the

and see Lane Chandler and Betty

Bronson in Zane Grey's story “OPEN RANGES.”

POLLY OF THE MOVIES (First Division):
A stunt that can be used with this or any other
film is : Begin at both ends of the block in which
your theatre i6 located and stencil on the pave-
ment a woman’s footprints leading into your
lobby. Before you do this, however, be sure there
is no city ordinance against marking the side-
walk. At both starting points have lettered,
“Follow me, ‘Polly of the Movies'.” Beauty
contest® always promote attention, therefore if
advisable, sponsor one. Stickers, calling cards,
and teaser ads can be used to good advantage.

TIGRESS, THE (Columbia) : This is a gypsy
story and tieups can be made by having jewelry
stores show gypsy trinkets, beads, etc., and by
haying taxidermists and furriers display tiger
skins or stuffed tigresses. Much can be done in
the way of giving atmosphere to your lobby by
decorating it to resemble a gypsy camp ; and a
group of dancers could give as a prologue to
the picture a number of gypsy songs and dances.
“The Dance of the Daggers” and the “Dance of
Death" which are shown in the film sound in-
teresting, and could be presented as a prologue.

ROSE OF KILDARE, THE (Lumas) : Run a
contest for the best original verse or limerick
about “The Rose of Kildare,” and tieup with
music stores who will arrange a display of Irish
songs in their show windows, with stills and
a.nnouncements about the picture. Make large
cut-outs of shamrocks for the lobby on which
are painted portraits, or on which are placed
tackcards of the principal players. A tieup with
florists can read, “We sell tea roses, American
beauties and every other kind of rose except
The Rose of Kildare, which you can see by going
to the... theatre (dates) ; a pic-

ture with a story as fragrant as a flower.”

SATIN WOMAN, THE (Lumas) : Mrs. Wallace
Reid is a prominent club woman and will be
glad to communicate with Women’s Clubs who
may wish to arrange a special performance for
some charity fund in connection with this film.
Mrs. Reid’s address is 861 Seward street, Holly-
wood. Cal. A great stunt would be to have an
expert window trimmer or fashion designer on
the stage preceding each performance, “create”
a gown from silks and satins on a human model.
Have the newspapers take a popular vote on the
question “Who is the best dressed woman in
town ?”

SHANGHAI BOUND (Paramount): If there
is a travel bureau in your town have them use
window cards and display material reading, “Are
you SHANGHAI BOUND ? Come in and talk it
over with us, then go and see Richard Dix at

the theatre to be shown ”

Sprinkle cardboard arrows on the streets having
them read in Chinese lettering “You’re SHANG-
HAI BOUND !” Arrange displays of Chinese in-
cense, gowns, fans, silks, teas, novelties, etc.,
in antique or novelty shops. Dress ushers in
kimonas, and string Chinese lanterns around the
marquee.

SPOTLIGHT, THE (Paramount) : Stage a
prologue by having four girls sing and dance
while the house lights are out and the stage is
illuminated only by flashlights that the girls hold
“on themselves.” A powerful searchlight can be
obtained and thrown on a high, well-located flag-
pole, on which is a banner reading, “Watch for
'THE SPOTLIGHT.’ ” Attractive miniatures of
Paramount star's are shown, to be given away as
souvenirs. A money-saving window card and
herald dating stamp, to be used instead of print-
ing, is advertised. *

Discovered by Carl Laemmle! —

GLENN TRYON

— A new and unique Motion Picture personality !

54

EXHIBITORS HERALD

November 26, 1927

Exhibitors Herald Production

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

Directory

A Valuable Resume of Production Activities

CJJ Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

Associated Studios

Metropolitan Studio

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

“Streets of Louis Gasnier Pauline Starke Tiffany-Stahl Oct. 31

Shanghai’’ Jason Robards

Margaret
Livingston
Kenneth Harlan

“Speedy” Ted Wilde

“The Red Mark” James Cruze
“Hell’s Angels” Luther Reed

‘The Black Ace”Leo Maloney
“The Law’s Noel Smith

Lash” Earl Johnson

Harold Lloyd
Nena Quartern
Ben Lyon
Greta Nissen
Louis Wolheim
Leo Maloney
“Sandow”

Paramount Picture
James Cruze Prod.
Caddo Prod.

Leo Maloney Prod.
F. J. McConnell
Prod.

July 30
Oct. 28
Nov. 7

Nov. 7
Nov. 14

California Studios

NO PRODUCTION THIS WEEK

Columbia Studio

“The Siren” Byron Haskin Tom Moore Perfect 30
Dorothy Revier

Metro-Goldwyn-Mayer Studio

Nov. 4

“The Cossacks” George Hill
“The Big City” Tod Browning

"Rose-Marie” Edmund

Goulding

“Cloaks and Sam Wood

Suits” .

Untitled Jack Conway

Gilbert- Adoree
Chaney-Day-
Murray
Crawford-
Murray

Shearer-Forbes
William Haines

Oct. 25
Oct. 17

Oct. 26

Oct. 31

Nov. 12

Cecil B. De Mille Studio

“The Blue Paul Sloane Leatrice Joy Pathe Oct. 24

Danube”

“Blonde for a E. Mason Marie Prevoet Pathe Nov. 14

Night” Hopper

F B 0 Studio

Paramount Famous Lasky Corporation

“The Last

Joseph von

Emil Jannings

Paramount

Oct. 5

Command”

Sternberg

Evelyn Brent

“Under the

Herman

Mary Brian

Paramount

Oct. 27

Tonto Rim”

Raymaker

Richard Arlen

“Abie’s Irish
Rose”

Victor Fleming Chas. Rogers
Jean Hersholt
Nancy Carroll

Paramount

Nov. 5

Untitled

Frank Tuttle

Esther Ralston

Paramount

Nov. 7

“Traveling

Salesman”

Mai St. Clair

Richard Dix

Paramount

Nov. 7

“Doom’s Day”

Rowland V.

Lee

Florence Vidor

Paramount

Nov. 15

“Chicago After Ralph Ince
Midnight”

Ralph Ince

Gold

Bond

Nov. 3

Tiffany-Stahl Prod. Inc., Studio

"Fangs of the

Jerome Storm

“Ranger”

Nov. 2

Wild

“When the LawRobt. DeLacy

Tom Tyler

Tom

Tyler

Western Nov. 4

NO PRODUCTION THIS WEEK

Rides”

“Man in the

Wallace Fox

Bob Steele

Western

Nov. 14

Rough”

United Artists

“Tempest”

S. Tourjanski John Barrymore John Barrymore

Oct. 15

First National Studio

Prod.

“The Noose”

•T. F. Dillon

R. Barthelmese

Oct. 17

Universal Pictures Corporation

"The Chaser”

Harry Langdon

Sept. 14

Untitled

Mervyn LeRoy

George Sidney
Chas. Murray

Oct. 30

“Hot Heels”

Wm. J as. Craft Glenn Tryon Jewel

Oct. 31

“Ladies’ Night

Edw. Cline

Jack Mulhall

Oct. 24

Patsy R. Miller

in a Turkish

Dorothy

“Anyone Seen

Willy Wyler Bessie Love Jewel

Oct. 31

Bath”

Mackaill

Kelly?”

“The Whip

Jos. P. Boyle

Estelle Taylor

Nov. 3

“Thorough-

breds”

Robert Hill Marion Nixon Jewel

Nov. 7

Woman”

Richard Walling

“Harvest of

Henry MacRae “Rex” Western

Nov. 7

Hate”

“Honeymoon

Millarde Webb George Lewis Jewel

Nov. 19

Flats”

Dorothy Gulliver

Fox Studio

Warner Brothers Studio

“Sharp

J. G. Blyetone

George O’Brien

Oct. 19

Shooters”

Lois Moran

“Across the

Howard Monte Blue

Oct. 31

‘Pigskin”

David Butler

David Rollens

Oct. 21

Atlantic”

Bretherton

‘Lady

Frank Borzage

Sue Carrol

“The Lion and

Lloyd Bacon May McAvoy

Nov. T

Janet Gaynor

Sept. 26

the Mouse”

Lionel

Cristilinda”

Chas. Farrell

Barrymore

“Womanwise”

Albert Ray

Wm. Russell

Oct. 10

“Powder My

Roy Del Ruth Irene Rich

Nov. 19

“Girl in Every

Howard Hawks Walter Pidgeon

Nov. 8

Back

Port”

Victor McUaglen

“Domestic

Kay Enright Louise Fazenda /'

Nov. 14

“Soft Living”

James Tinling

Madge Bellamy

Nov. 11

Troubles”

Clyde Cook

November 26, 1927

EXHIBITORS HERALD

55

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Blue Laws Lose

ALBANY, IND. — To the Editor: I
have been requested by the film salesmen to
write you regarding a request by the W. C.
T. U., of me to close my theatre on
Sundays, and an election which won for
us here. You may use all or any part of
this in the Herald.

Early last spring a committee of two
women, one a minister’s wife, called on me
at my home and asked me to close my
theatre on Sundays. I asked them if they
had anything against me. One said, “No.”
I asked if they had anything against my
wife and the answer was, “No.” I asked
what they had against the theatre, and
one said that she had heard we were run-
ning very good pictures but we had some
bad paper in the lobby, a dancing girl. I
asked if they knew the name of the pic-
ture or w'hat night the picture was run.
They didn’t know the name of the picture
but said it was advertising in the lobby
the night we ran “Keeper of the Bees.”

Fortunately I had the paper at the theatre
and I found it to be “Wild, Wild Susan.”
This title was misleading, but the ad paper
and pictures were as clean as anyone could
ask for. In fact, it was much cleaner
than many of the women dress going to
church. There was not a single low neck
dress shown by either ad, paper or picture.
Then they wanted to know if it was true
that I had to buy all of the pictures in a
block. I happened to have a block which
had been gone over by a salesman and all
questionable or off color pictures had been
scratched and I showed them the contract
showing each of the ones scratched on the
list.

Then they asked if I would run some
sacred pictures, and I told them I could get
eight from a company w'ho had sent me
the list just a few days before. But I
put the question to them, if they would
come and see them if I put them on. The
answer was, “We have nothing to promise.”
We (my wife and I) told them that we
belonged to the church and that our
minister said that he went to the movies
and there were lots of good morals in the
pictures. We also stated that our minister
was broadminded. This made them very
mad and they left without even saying
goodbye or asking us to come to their
church.

We thought then that everything was
all right for there was nothing said which
came to us until this fall when two of
the town councilmen’s terms which would
be ended the first of the year caused a
meeting to be held to nominate a ticket for

election, which was held November 8. This
town is very much Republican, so much
so that very seldom is there any other
ticket put in the field. A few weeks be-
fore election 32 W. C. T. U.’s and some
others favorable to them met in a private
home and had everything fixed. A retired
minister and a barber, also a man for town
clerk, were selected to turn the trick, so
they all marched over to the town hall,
one and one-half block and nominated their
candidate. Their candidate had promised
to close the town with blue laws if elected.
I had put it to them that it was uncon-
stitutional to legislate against me and not
all.

The next morning after the above nomi-
nation, the people of the town got up on
their dignity and called a meeting for that
night and nominated a Democratic ticket
to run against the W. C. T. U. Just
before the election the people nominated
a Citizen’s ticket. I was afraid that this
would kill our chances, but you should have
been here. I am 65 years old and never
have seen so much interest taken in an
election before. We got out nearly every
voter and with the Citizen’s ticket elected
by nearly two to one and nearly a tie be-
tween the W. C. T. U., and Democratic
tickets. I have also asked for a license
for the theatre to run one year which will
be given to me Monday night. I am doing
this in order to keep the W. C. T. U. from
bringing up some other stunt. So we are
running our theatre for two more years on
Sunday nights. — W. A. Schmidt, Royal
theatre, Albany, Ind.

Our Vacation’s Planned

NASHWAUK. MINN.— To the Editor:
I just ran across Phil Rand’s article with
comments on my recent article. Many
thanks for the kind words, Phil, and am
glad that you agree with me on the lion
stunt (showing conclusively that great
minds run in the same channel). I must
have gotten hold of that same foot you did,
as I got an awful scratch. Your comment
on that point was rich and sure gave me a
good laugh.

Sorry, Phil, that you are unable to pro-
nounce the name of my town — Nashwauk
— you don’t pronounce it, you sneeze it, and
the “u” is silent as in “fish”. You are
correct about the Indian name and we still
have them, plenty of them, leans ones, fat
ones, long ones, short ones ; all sizes and
colors, but she is a great town in a great
state.

Take for instance the big fight that Tex
put on in Chicago ; the pictures were the
absolute box office magnet of the year. We
boys in Minnesota showed them while they
were new, no one was bothered or ques-
tioned and I hung up a box office record
for one night that will stand for all time.
P. T. Barnum in his best days was an ama-
teur compared with Tex Rickard. Just
imagine selling tickets for 10, 15 and 20
smackers two and three blocks from the
ring at a night fight. Tex is the world’s
greatest salesman he could sell framed
copies of the Declaration of Independence
in London, he could sell safety razors at
a barber’s convention.

And say, Phil, you recall that J. C.,
suggested that a few of us old timers meet
for a convention next summer at Alex-
andria, Minn., with Longacre. Splendid
idea this, and while a little early to start
talking vacation for next year, I want to
second J. C.’s motion and will sure be
there. We can form an “Ananias” club,
make J. C. president and have a lot of
fun.

Here’s a bit of history — ’way back in
1855 when the government took over the
part of Minnesota in which Nashwauk is
located there was an agreement with the
big chief (for whom Nashwauk is named)
that there would never be allowed any
liquor in this Indian territory. Myself
and Pussyfoot Johnson knew that Andrew
was going to pull this bone dry stunt, so
we beat him to it and closed four years
ahead of the Eighteenth “commandment.”
According to government survey, this In-
dian treaty line followed a little brook just
east of Nashwauk leaving us dry and the
town east of the brook wet. You can
imagine the traffic between the two towns.
We had 14 saloons up to one cold bleak
morning when eight federal men came in
and let it all trickle into the sewer. Fed-
eral agents were placed to see that the
stuff was not ’carted into the dry territory,
they would halt and search cars, breaking
all liquor found and had you stuck a bomb
under a glass factory you could not pile
up more broken glass than lay on that spot
near the line.

P’unny thing happened a while back. You
have heard of Minne-ha-ha Falls at Min-
neapolis. Very interesting — this is where
Hiawatha carried Minne-ha-ha over the
brook to keep her from getting her little
footsies wet. A lot of history connected
with the spot. St. Paul as you know is
the state capitol, and Minneapolis has
grown so fast that you cannot tell when
you get out of Minneapolis and into St.
Paul, so someone suggested that the two
cities combine under one name. A mass
meeting was called and some wise guy got
up and suggested the name for the com-
bined city to be “Minnehaha,” “Minne”
for Minneapolis and “ha-ha” for St. Paul.
The meeting adjourned!

And say, Phil, you referred to me as
“Davy Crockett.” I am not an ancester
of that old boy. I was named after a
Southern Baptist minister up in East Ten-
nesse where I was born and raised. I
have his full name and all of his good
traits, but none of his bad ones (I don’t
preach ! )

In the Blue Ridge Mountains I was born
Where they make pure whiskey out of corn
Where the mountain girls are so shy and
meek

They dress in the dark because the moun-
tains peak!

I am going to look with pleasure to our
meeting next summer in Alexandria,
Minn. J. C., will be there, Trag of
Neillsville, Rand, O’Hara and I think my
good friend Tom Foster would like to
join us as well as a couple of the Herald
staff and many others. What say ye fel-
lows, speak up. — Crockett Brown, Nash-
wauka, Minn.

Dear Mr. Quigley:— We want you to see

GLENN TRYON

— 'He’s our find — a brand-new and unique personality !

Universal Pictures Corp.

56

EXHIBITORS HERALD

November 26, 1927

CLASSIFIED
Advertising

Five cents per word, payable in advance. Minimum charge,

$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized National Classified Advertising Medium

For Sale

CUTS. We design and make distinctive trade
cuts. Two sizes, $10.00. Address Eagle Service,
3197 Plankinton Bldg., Milwaukee, Wis.

Organist Wanted

MALE organist thoroughly experienced in play-
ing pictures. Must be able to present feature
solos. Union. First class house in town of
25,000. Will pay good salary to right man. Write
giving references and all particulars. Rialto
Theatre, Fort Dodge, Iowa.

Position Wanted

THEATRE MANAGER at liberty January 1st.
Thoroughly experienced in Pictures, Vaudeville
and road shows. Publicity expert, Vocalist, Com-
munity builder. If your theatre is a “dead one”
let me bring it to life. Best references. Address
Box 363, Marion, Ohio.

EXPERIENCED operator, nonunion, desires
location, anywhere, immediately. Married, steady.
Address C. Randle, 115 W. Collins St., Oxford,
Ohio.

ENGAGEMENT DESIRED. The Individuality
Organist at liberty. Pictures, Novelties. Small
city, or suburban house. Experienced Wurlitzer,
Barton. Reasonable salary. Steady. Married.
Cue correctly. Address Box 221, care Exhibitors
Herald, 407 S. Dearborn St., Chicago, 111.

VIOLIN LEADER — Wife Pianist and Organist.
Vaudeville or pictures. Years of experience. Li-
brary. A. F. of M. Work jointly or separately.
Address Geo. C. Davidson, 4464 17th Ave., Rock
Island, 111.

THEATRE ORGANIST — Experienced on all
makes. Go any place. Mabel Young, Plaza Hotel,
North Ave. and North Clark St., Room 212-B,
Chicago, 111.

OPEN FOR ENGAGEMENT — Young graduate
organist. Two years unit organ training. Like
position as organist. Relief or alternate work
acceptable. Have complete library. Organ novel-
ties. Steady, reliable, union. Address Ares
Detjen, 1008 E. Walnut St., Green Bay, Wiscon-
sin.

VIOLIN LEADER — Wife Pianist. Union, Re-
liable, Experienced. Large Library. Pictures Cor-
rectly Cued. Go anywhere. Want permanent loca-
tion. Address Box 217, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

ORGANISTS thoroughly trained and experi-
enced in theatre work. Men and women now
ready for good positions. Union or nonunion.
Write salary and other data. Address, Chicago
Musical College, 64 E. Van Buren, Chicago.

Theatre For Sale

THEATRE for sale, Brick building and equip-
ment, seats 200, population 500. Will take one
half cash, balance to suit buyer. Write Mrs.
Hulda Green, Green River, Utah.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST ‘AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complete list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chair3
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company.
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

Equipment For Sale

HIGH GRADE, GUARANTEED USED
EQUIPMENT at very reasonable prices. All
makes of motion picture machinery such as Sim-
plex, Powers, Motiograph projectors. Powers high
intensity arc lamps, compensators of all kinds,
motors, and Mazda regulators. Also first class
overhauling done on all kinds of motion picture
equipment. An inquiry will bring a prompt quota-
tion. It pays to investigote. Address Joseph
Spratler, 12-14 E. 9th St., Chicago, 111.

BARGAINS — Pre-Inventory Sale — Bargains. We
have a very excessive stock accumulated in our
warehouse of theatrical equipment which must be
reduced, consisting of rebuilt projectors and gen-
erators, upholstered and veneered theatre chairs
in new and used, and other equipment. This
equipment must be disposed of before the first of
the year at very reasonable prices in order to
reduce our inventory. Write us your needs. Ad-
dress Illinois Theatre Equipment Co., 12-14 E.
9th St., Chicago, 111.

THEATRE Equipment bargains. Anything you
need, we have it. Big savings. Send for litera-
ture. Address Western Motion Picture Co., Dan-
ville, Illinois.

FOR SALE one Powers 6A, Compensarc, Lenses,
Good condition, $125.00. Motiograph De Luxe
outside shutter absolutely in best condition, with
stereopticon, Compansarc, Lenses, $175.00. Entire
outfit $265.00. Address W. B. Jury, care Superba
Theatre, Freeport, Illinois.

MIRROR Screen for sale, good as new, 8xl0j4,
bargain, cost $500.00, will sell for $100.00. Ad-
dress Ralph L. F’isher, Mgr., Capitol Theatre,
Ft. Wayne, Indiana.

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, ertc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

NEARGRAVUREMBOSO (Type embossed)
Stationery unique, 100 each letterheads, envelopes,
special $5.50 cash, pospaid. Samples. Sollidays,
Knox, Indiana.

November 26, 1927

EXHIBITORS

HERALD

57

‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors’ reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “ What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

THE LONE WOLF RETURNS: Bert Lytel—
27%. October 5. A good show but failed to
draw right after “The Big Parade.” — R. Pfeif-
fer, Princess theatre, Chilton, Wis. — General
patronage.

FBO

GALLOPING THUNDER: Bob Custer— 50%.
November 12. A good Western action picture.
So many good ones now days hard to comment
on them. The Western actors all pull their
stuff good. — Bert Silver. Silver Family theatre,
Greenville, Mich. — General patronage.

THE FIGHTING HOMBRE: Bob Custer— 40%.
November 11-12. A very good Western but not
quite up to the standard of Custer’s pictures.
Pleased a majority of the Western fans. Played
two nights to small houses and came out a little
to the good. Five reels. — W. C. Snyder, Cozy
theatre, Lamont, Okla. — General patronage.

THE FIGHTING HOMBRE: Bob Custer—
November 5. Not one of Bob's best. Has plenty
of action in it as Bob knocks over several setups
in every reel, but he doesn’t seem to have the old
zip he had a few years ago. Five reels. — Wm.
E. Tragsdorf, Trags theatre, Neillsville, Wis. —
Small town patronage.

THE SONORA KID: Tom Tyler— 35%. Octo-
ber 15. Just a fair Western picture and not up
to the standard of Tyler’s pictures. Played to a
fair house on Saturday night and came out a
little to the good. Think it pleased most of my
patrons. Five reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

WHEN A DOG LOVES: Ranger— 10%. No-
vember 1. Well, boys, here is a nice little pic-
ture and should please small town audiences but
I think here it just takes an outsider to make
money or do any business. Well, don’t be afraid
of this one, as the dog is a real actor and the
supporting cast also does well. Five reels. —
Rudolf Duba, Royal theatre, Kimball, S'. D. — Gen-
eral patronage.

THE OUTLAW DOG: Ranger— 47%. Octo-
ber 28-29. An extra good program picture and
went over fine. Played two nights to fair
houses and made some money. Think it pleased
nearly every one that saw it. These series of
pictures have been very good so far and hope
that they will continue that way. Five reels. —
W. C. Snyder, Cozy theatre, Lamont. Okla. — -
General patronage.

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
i9 divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

THE BORDER WHIRLWIND: Bob Custer—
70%. November 11. Rotten. First Custer, and
am sorry to say not the last. Five reels. — G. S.
Young, Petrolia theatre, Petrolia, Tex. — General
patronage.

LADDIE: Special cast — 80%. This is a go-
getter. Slow at first but holds interest until time
comes. Seven reels. — William O. Oglesby, Lyric
theatre, Galatia, 111. — General patronage.

LADDIE: John Bowers — 75%. November 1-2.
A very nice and clean picture taken from Gene
Stratton Porter’s novel. All her stories are worth-
while and get a good crowd here. Six reel6. —

M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

UNEASY PAYMENTS: Alberta Vaughn—

40%. October 18. Not much to it. Very weak
as I saw it, but some thought it good. Five reels
— M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

THE MERRY CAVALIER: Richard Talmadge
— 80%. November 8. Plenty of good action which
pleased. Six reels. — Newman & Gordy, Ne-Go
theatre, Toronto, Kan. — General patronage.

ARIZONA NIGHTS: Fred Thomson — Novem-
ber 10-11. Think this pleased all of Fred’s fans.
The last one he made for FBO. I have run
everything of Fred’s since he appeared in serials
and I don’t recall one single picture of his that
was not clean and wholesome. I wish him well
in his new berth, but if Paramount has any
dizzy idea that they can wrap 40 or 50 hunks of
tripe around my neck just to get two or three
Thomson pictures, it is quite possible that
“Arizona Nights” will be Fred’s last appearance
here. Seven reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

First National

DANCE MAGIC: Pauline Starke— 17%. Octo-
ber 4. Nicely staged and good acting. Pauline
Starke very good. Story nothing new. In fact,
I have played many pictures with a similar
theme. Would rate this as a good program pic-
ture. Not a good Sunday picture. Good title
should draw some business. Seven reels. — R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

DANCE MAGIC: Special cast— November 2.
I ran this with vaudeville to a fair business. I
was a little afraid of "Dance Magic” because of
so many adverse comments, but really, folks,
I’ve seen worse, and I didn’t hear any complaints.
Seven reels. — Leona Conner, Columbia theatre,
Milton, la. — Small town patronage.

CONVOY: Dorothy Mackaill— 75%. October

20. Excellent, and I don’t mean maybe. Laughs,
giggles and tears and they sure did stop and
say, "Bring us more like that.” Get behind this
one, it is sold as a special, and believe me it is.
Eight reels. — A. H. Yeomans, Rose theatre, Dub-
lin, Ga. — General patronage.

THE CRYSTAL CUP: Dorothy Mackaill—
10%. October 11. Another ordinary First
National program picture which failed to get any

Dear Mr. Quigley: — You are one of the first to appreciate new
faces and brilliant new screen talent — Give us your opinion on

GLENN TRYON

— Our brand-new screen “find” for Exhibitors !

Universal Pictures Corp.

58

EXHIBITORS HERALD

November 26, 1927

business. — R. Pfeiffer, Princess theatre, Chilton,
Wis. — Small town patronage.

THE CRYSTAL CUP: Special cast — Novem-
ber 7-8. Did not draw enough to mention. My
patrons do not like this type. Good for large
town. Seven reels. — Leslie Hables, Reel Joy the-
atre, King City, Cal. — General patronage.

THE DROP KICK : Richard Barthelmess —
60%. October 16-17. A good college picture and,
in fact, the first Barthelmess this year that made
me good money. Drew good Sunday and did
big Monday business. — R. Pfeiffer, Princess the-
atre, Chilton, Wis. — Small town patronage.

THE DROP KICK: Richard Barthelmess —
October 27-28. Just another Barthelmess who does
not draw them in for me. Seven reels. — Lesile
Hables, Reel Joy theatre. King City, Cal. — Small
town patronage.

THE DROP KICK : Richard Barthelmess — A
very pleasing picture that drew a fair business. — -
W. J. Powell, Lonet theatre, Wellington, O.

NO PLACE TO GO: Special cast — 20%. A
pretty good show with a story crazy enough to
make good entertainment. — W. A. Toney, Bonzo
theatre, Eddyville, la. — Small town patronage.

HARD BOILED HAGGERTY: Milton Sills—
42%. October 22. O. K. for a hard boiled audi-
ence, but not a good Sunday picture. — R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

HARD BOILED HAGGERTY: Milton Sills-
Just fair. — Russell Armentrout, K. P. theatre,
Pittsfield, 111. — General patronage.

WHITE PANTS WILLIE: Johnny Hines—
100%. October 21. Just right for our bargain
night. We filled the house for once and they sure
did enjoy it. Kept the house in an uproar all
the time. Six reels. — M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

THE DEVIL'S SADDLE: Ken Maynard — 50%.
October 31. For a Western it’s hard to beat.
Maynard can sure ride. He has them all beat.
Try one of his Westerns and you will want the
rest. Six reels. — M. W. Hughes, Colonial the-
atre, Astoria, 111. — General patronage.

HIGH HAT : Ben Lyon — 15%. October 13-14.
Just a fair program picture that didn’t go ever
very good. Played two nights to very 6mall
houses and took in about half enough to pay
expenses. Seven reels. — W. C. Snyder, Cozy the-
atre, Lamont, Okla. — General patronage.

THE NOTORIOUS LADY: Special cast— 23%.
September 27. Much better than the usual run
on Lewis Stone pictures. Good advertising will
help to pull ’em in. Seven reels. — R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

LONESOME LADIES: Special cast — 30%.
October 18. A very poor picture. — -R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

LAND BEYOND THE LAW : Ken Maynard
— 90%. November 5. A very good picture, in
fact, all Ken Maynard pictures are good and so
are the people that see them. Seven reels. — A.
H. Yeomans, Rose theatre, Dublin, Ga. — General
patronage.

LAND BEYOND THE LAW: Ken Maynard—
25%. October 28-29. Another good Maynard pic-
ture, but can’t get them in like I do with Mix
and Jones. Maynard draws about half as much
as Jones or Mix but his pictures have all been
satisfactory. Seven reels. — R. Pfeiffer, Princess
theatre, Chilton, Wis. — Small town patronage.

THE SUNSET DERBY" : Mary Astor— 69%.
November 5. A very good picture, good comedy,
now and then plenty of action and horse racing.
Six reels. — H. S. Boyd, Community theatre, Wood-
bury, Conn. — General patronage.

THE SUNSET DERBY: Special cast— 60%.
October 1. Not big but a very good race track
story. Six reels. — M. W. Hughes,- Colonial the-
atre, Astoria, 111. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— 60%.
October 11-12. A dandy little picture. Colleen
is good in every picture but the price has been a
little too high for this town. Seven reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

AN AFFAIR OF THE FOLLIES: Billie Dove
— 28%. November 4-5. A very good program pic-
ture but failed to register very good at the box
office. Think it pleased the majority. Played
two nights to small houses and came out a
little above expenses. Seven reels. — W. C. Snyder,
Cozy theatre, Lamont, Okla. — General patronage.

THE SILENT LOVER: Milton Sills— 40%.
October 30. Good picture with Sills in it but
why do the producers make the drunken scenes
in pictures, it doesn’t look clean and should be
omitted from all pictures and especially, keep
the good stars in clean and good places. That
is what makes stars anyhow, something that
makes you think and that you can’t forget. Hope
his next is better. Seven reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

ALL ABOARD: Johnny Hines — 13%. October
19-20. A very light picture for a comedy and not
nearly so good as the others that we have played.
Personally, I thought it a very poor picture and
didn’t have any compliments from those who saw
it. You may judge the way it went over as we
only took in $2.95 the second night. Another
one like that and Hines will be a back number
here. Seven reels. — W. C. Snyder, Cozy theatre,
Lamont, Okla. — General patronage.

THE OVERLAND STAGE: Ken Maynard—
20%. November 4-5. Very, very good for a
special as it really is better than any Western
star has made. Ken is right there all the time
and when it comes to trick riding they don’t
grow any men like Ken is. Step on it, boys,
and get the business. Ken will satisfy them all.
Hurray for Maynard and Tarazan. Seven reels.
— Rudolf Duba. Royal theatre, Kimball, S. D. —
General patronage.

TWINKLETOES: Colleen Moore— 80%. Sep-

tember 27. Very good picture, one of the best
we have played of Miss Moore. Dublin’s favorite
star. Miss Moore, send us a photo. Seven reels.
— A. H. Yeomans, Rose theatre, Dublin, Ga. — ■
General patronage.

SMILE, BROTHER, SMILE: Jack Mulhall—
First class entertainment. Small crowd. Should
have played the picture two nights as the first
night audience went out praising the production.
— W. J. Powell, Lonet theatre, Wellington, O.

THREE’S A CROWD: Harry Langdon — I

herewith and hereby award "Three’s A Crowd”
first, second and third prizes for the poorest
picture of the past five years. Some walked
out on it, others demanded their money back
and still others derived some satisfaction from
insulting me. I had no comeback, knowing how
justified they were. If you have it bought,
shelve it and thank your stars that you are able
to do so. — W. J. Powell, Lonet theatre, Welling-
ton, O.

THE UNKNOWN CAVALIER: Ken Maynard
— November 4-5. Fair Western. Maynard is
some ridei-. Will please Saturday business. —
J. P. Doyle, Academy theatre, Nunda, N. Y. —
General patronage.

Fox

RICH BUT HONEST: Special cast— 50%.

September 22. This is a very much better pic-
ture than title indicates. Good comedy and lots
of pep. Six reels. — M. W. Hughes, Colonial the-
atre, Astoria, 111. — General patronage.

HILLS OF PERIL: Buck Jone^50%. Octo-
ber 3. A very interesting Western production.
Six reels. — M. W. Hughes, Colonial theatre, As-
toria, 111. — General patronage.

OUTLAWS OF RED RIVER: Tom Mix— 60%.
October 10. A good Western. Mix pictures are
all giving good satisfaction this year. Book them,
you can’t go wrong. Six reels. — M. W. Hughes,
Colonial theatre, Astoria, 111. — General patronage.

THE MIDNIGHT KISS: Janet Gaynor— 50%.
If you want a good clean picture for plain folks
get this one as it surely ought to satisfy. Six
reels. — John G. Keller, Metro theatre, Tripp, S. D.
— General patronage.

FIG LEAVES: Special cast — 27%. November 9.
Just an ordinary program that pleased just so-so.
Quite a bit of human anatomy displayed but did

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Theatre ^Tinancinq

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162 North State Street CHICAGO

not seem to offend. Fashion show in colors
seemed to appeal to the ladies. Seven reels.—
Clarence E. Hopkins, Hopkins theatre, Cotter,
Ark. — Small town patronage.

THE IRON HORSE: Special cast — 100%. A
great Western is all you can say for it. Book it
and step on it. You can’t go wrong on this
one. Eleven reels. — John G. Keller, Met theatre,
Tripp. S. D. — General patronage.

THE GAY RETREAT: Special cast — November
12. Here’s one that caused more comment than
any feature that I played in months. It’s a
knockout and is worth twice the money “Firemen
Save My Child” is. I did no business on it as a
tentshow moved in on me. Six reels. — Lesile
Hables, Reel Joy theatre. King City, Cal. — Small
town patronage.

THE GAY RETREAT: Sammy Cohen— An
unusually large number said they liked this com-
bination of the Jew and the Irishman better
than Berry and Hatton. It’s a knockout comedy.
— Russell Armentrout, K. P. theatre, Pittsfield,
111. — General patronage.

MONTE CRISTO : John .Gilbert — November 6.

Was agreeably surprised as this drew me a small
profit on its second playing in King City.
Tentshow moved in on me. Six reels. — Leslie
Hables, Reel Joy theatre, King City, Cal. — Gen-
eral patronage.

TWO GIRLS WANTED: Janet Gaynor— This
drew fine for me although there is not much to
it. Six reels. — Leslie Hables, Reel Joy theatre.
King City, Cal. — Small town patronage.

MARRIED ALIVE: Special cast — Fox never
made a weaker one, and few others could. Put
something good with it and hide when they come
out. Too bad we have to take such pictures
just to get Mix. Don’t think I will any more. — -
G. Carey, Strand theatre, Paris, Ark. — General
patronage.

Metro-Goldwyn-Mayer

THE FAIR CO-ED: Marion Davies — 70%.

October 23-24. An excellent college picture with
a good basketball game at the finish. Very much
ehjoyed by good crowds. Seven reels. — R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

THE FAIR CO-ED: Marion Davies — October
31. A very good feature. This star means some-
thing at the box office now. Seldom makes one
that does not please. — Leslie Hables, Reel Joy
theatre, King City, Cal. — Small town patronage.

ROOKIES: Dane-Arthur — 90%. October 2-3.

Best comedy play of the year. Oh how they did
laugh. Packed them in every performance in
spite of continuous rain. Pleased everybody. Peo-
ple still talking about “Rookies” and this great
comedy team. Patrons told me that they liked
it much better than “We’re in the Navy Now.”
Seven reels. — R. Pfeiffer, Princess theatre, Chilton,
Wis. — Small town patronage.

ROOKIES: Dane-Arthur— 70%. October 4-5.

One of the best comedies run all year. This is a
good comedy team, and you will make no mistake
with this one. Six reels. — M. W. Hughes, Col-
onial theatre, Astoria, 111. — General patronage.

ROOKIES: Special cast — October 7-8. Great

comedy. It will please 100 per cent and make
them talk. Put up your umbrella on the finish.
Business good. — J. P. Doyle, Academy theatre,
Nunda, N. Y. — General patronage.

ROOKIES: Dane-Arthur — Our people are still
laughing over some of the scenes in this special
feature comedy. I’ve signed for all the Dane and
Arthur productions for '27-28, and if they are
as good as this one I will be well pleased. Seven
reels. — W. C. Geer, Princess theatre, Vermont,
111. — Small town patronage.

THE BIG PARADE: John Gilbert^l(>0%.
September 28-29-30. One of the finest pictures
I have ever played, and made some real money
on it. Karl Dane is a knockout. Twelve reels.
— A. H. Yeomans, Rose theatre, Dublin, Ga. — Gen-
eral patronage.

November 26, 1927

EXHIBITORS HERALD

59

J

2. J

fen]

kins —His Colyum

WASHINGTON COURT HOUSE, O., November 13, 1927.

DEAR HERALD:

This is a town and not a building. Nobody seems to know just why they gave
it this name and nobody seems to care. You will recall that this is the place that
George Rea brought into national prominence when he suggested the formation of
“THE HERALD ONLY” club, which has grown until the reports from its member-
ship in “WHAT THE PICTURE DID FOR ME” department of the HERALD has
tripled the reports of all other publications combined, therefore, BE IT RESOLVED,
that George did a commendable service to exhibitors throughout these glorious
United States of America.

I picked this place for my Sunday town largely on George’s account, but George
isn’t here. He sold the Colonial some two years ago to Mr. Guy C. Burr who is
still operating the house and who is about as ardent a HERALD fan as George was.
Last night was the third night at the Colonial for “The Better Ole” and both even-
ing performances were to capacity, and if you could have heard a fellow who sat
next to me laugh at the horse-shoeing scene you would have agreed that that alone
was worth the price of admission.

Washington Court House has three theatres, and that’s aplenty, but another is
soon to be built, which to my mind, is further proof that the fool killer has laid
down on his job here in Ohio, for I haven’t found a town of any consequence in the
state that isn’t already overseated and that isn’t building, or contemplating building,
another theatre, and some of them two. The public seems to have gone loony buying
theatre stock while first farm mortgages in Nebraska are drawing 6 per cent net and
the world can’t beat Nebraska first mortgage securities.

You all remember Fred S. Meyer who used to operate the Palace at Hamilton, O.,
and who now operates the Alhambra at Milwaukee, and who was listed by Bill as
one of the original “FOUR HORSEMEN.” Well, Fred once wrote a letter to the
HERALD and gave as his reason for living in the state that “Ohio Is The Mother Of
Presidents,” and since travelling the state I have come to the conclusion that Fred
was right, for within the week I have visited three towns that boast of being the
home of a former president. Canton is the home of former President McKinley,
Delaware of Rutherford B. Hayes and Marion of the late President Harding, and
a lot of other towns have up lightning rods and are watching the clouds.

I am unable to see why the soil and climate of Ohio are especially adapted to
the growth of presidential timber. Out in Nebraska we tried it twice for president
and once for vicepresident, (that is, I say “we,” I mean “they”) with mighty poor
success (thank the Lord and Ohio for small favors) and it must be that Nebraska’s
bright sunshine must not be conductive to the growth of presidental plants. Well,
anyhow, Ohio can have the presidents and Nebraska will continue to furnish the
world with cattle, hogs, corn and alfalfa and grow the prettiest red-cheek girls in
the world, and otherwise make herself useful to humanity, which should be sufficient
for any state. But this doesn’t include Grasshopper Sprague’s territory around Good-
land, Kan., don’t forget that.

The Herald Fills a Want None Others Can Do

Morrow county, O., has the smallest population of any county in the state. During
the war <a granite concern in Vermont proposed to the government to donate a
granite shaft to the county buying the greatest amount of war securities per capita
and the government awarded this prize to Morrow county for winning over any
other county in the United States, and a large shaft now stands at the intersection
of the main streets of Mt. Gilead as a memorial to Morrow county’s loyalty to the
flag. HURRAH for Morrow county. This county has another unique distinction,
in that she is 100 per cent for the EXHIBITORS HERALD, as every theatre man
in the county is a member of the HERALD family, and for this Morrow county
should be awarded another monument. Come on. Jay, let’s start another fund.

The Herald Fills a Want None Others Can Do

Mr. Walker Baughman of the Grand at Circleville, has just installed a Tangly
Calliophone built especially for theatres by the Tangly Company of Muscatine,

( Continued, on following page)

THE BIG PARADE: John Gilbert— 96%. No-
vember 1-2-3-4. A big picture but not near as
big as I or my patrons expected. Majority
liked it, a few didn’t, some praised it. Not near
worth the price I paid. Did good business each
night but M G M got the cream. Killed busi-
ness the entire next week. Twenty-five or 50
cents too much money. — R. Pfeiffer, Princess the-
atre, Chilton, Wis. — General patronage.

TWELVE MILES OUT: John Gilbert — 60%.
October 30-31. A good action picture — R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

ADAM AND EVIL: Cody-Pringle — 50%. Octo-
ber 31. A dandy picture that pleased all and
drew fair. Seems to me I remember seeing a
bum report on this one, but can’t see anything
to pan this picture over. It may have been a pan
from Pete Harrison, but then he has a habit
of knocking all the real good ones. Seven reels.

J. C. Kennedy, Empress theatre, Akron, la. —

General patronage.

ADAM AND EVIL: Lew Cody— Here is one
that you cannot go wrong on. One of the best
comedy-dramas of the season. — Russell Armen-
trout, K. P. theatre, Pittsfield, 111. — General pat-
ronage.

IN OLD KENTUCKY: Special cast>— 60%.

Went good in our small town. We like to see
all the folks admire a good hoss laugh, and
have our cash customers satisfied. It fills the
bill. — W. A. Toney, Bonzo theatre, Eddyville, la.
— Small town patronage.

AFTER MIDNIGHT: Norma Shearer— 60%.
November 4. Ran this on a Saturday night and
everybody seemed to be well pleased. Held their
interest all the way through. I thought it a little
weak, but when audience o. k’s. it it is all one
needs to want. Six reels. — M. W. Hughes, Colo-
nial theatre, Astoria, 111. — General patronage.

SLIDE, KELLY, SLIDE: William Haines —

95%. Good but old. Rollicking fun and extra
good acting. Seven reels. — William O. Oglesby,
Lyric theatre, Galatia, 111. — General patronage.

SLIDE, KELLY, SLIDE: William Haines —

75%. A very good picture. You can’t go wrong

on this one as it has some good comedy in it.
Book it and don’t be afraid to advertise it.
Step on this one, brother. Eight reels. — John
G. Keller, Met theatre, Tripp, S. D. — General
patronage.

SLIDE, KELLY, SLIDE: William Haines—

6%. As good a baseball story as one could wish
to see. The low percentage is due to the fact
that we had tentshow opposition. Eight reels. —
W. C. Geer, Princess theatre, Vermont, III.- —
Small town patronage.

THE UNKNOWN: Lon Chaney— 75%. Octo-
ber 9-10. Drew good business and seemed to
please although picture was kind of gruesome.
Seven reels. — R. Pfeiffer, Princess theatre, Chilton,
Wis. — Small town patronage.

THE UNKNOWN: Lon Chaney— 50%. Octo-
ber 24. Seemed to please those who came, but
Chaney doesn’t draw so very well here. Six reels.
— M. W. Hughes, Colonial theatre, Astoria, 111.
— General patronage.

THE UNKNOWN: Lon Chaney— October 24-
25. This star has a following and all his pictures
have some meat in them. This one was different
and pleased. Six reels. — Leslie Hablee, Reel Joy
theatre. King City, Cal. — Small town patronage.

TIN HATS: Special cast — 30%. October 29.
Another very good feature comedy from Metro.
Pleased our audiences, and the box office. Seven
reels.— W. C. Geer, Princess theatre, Vermont, 111.
— Smal 1 town patronage.

FRISCO SALLY LEVY: Sally O’Neil— 4.2%
October 25. A good comedy drama with a very
small crowd out due to the advertising put out by

Metro. Eight reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah, — General patronage.

ON ZE BOULEVARD: Special cast— 41%.
November 8. This is a good comedy, but the
11 x 14’s and one sheets and other advertising
are very misleading. Six reels. — Mrs. Hulda J.
Green, Gem theatre, Greenriver, Utah. — General
patronage.

MR. WU : Lon Chaney — 75%. A very good

picture for those who like Chaney. He sure
is a wonder actor. Eight reels. — John G. Keller,
Met theatre, Tripp, S. D. — General patronage.

WINNERS OF THE WILDERNESS: Tim Mc-
Coy— 20%. October 7. A very good frontier pic-
ture. Seven reels. — R. Pfeiffer, Princess theatre,
Chilton, Wis. — Small town patronage.

FLESH AND THE DEVIL: Special cast— 57%.
October 26. This picture holds the house record

Listen, Mr. Quigley : — We ’ve placed these ads in Exhibitors Herald
to be sure every exhibitor in the world hears and knows about

— You really ought to publish our future ads on Try on free , after you’ve seen him!

Universal Pictures Corp.

60

EXHIBITORS HERALD

November 26, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page)

Iowa. This company’s slogan is that it is “The First New Tone Heard In Forty Years”
and judging from its musical tones I am inclined to believe it is, and it will be an
innovation in theatrical music.

The Herald Fills a Want None Others Can Do

The Midland Theatres company of Newark is soon to commence the erection of
a new theatre at that place at a cost of approximately $500,000. The ground has
been purchased and C. H. Holbrook of Columbus has drawn the plans, which have
been accepted. The name for the new theatre is to be selected by vote of the people
of the county. Mr. Edward J. Hiekle is to be the manager.

The Herald Fills a Want None Others Can Do

I found Judge G. H. Foster, manager for the Grand, Marion, Oakland and Orpheum
at Marion so busy he couldn’t take time off to eat his lunch. The Judge impressed
me as being a man who paid more attention to his theatres than who is to be presi-
dent. Marion now has five theatres, plenty for the town, but a company is now
breaking ground for the sixth and I was told that the seventh is soon to be built.
There they go again. Marion has 20,000 people and five theatres can already seat
more than attend.

Mr. U. H. Brown of the Liberty at Zanesville has recently remodeled and re-
decorated the Liberty and made it into one of Ohio’s beautiful playhouses. He
has engaged Mr. Ted Meyn as his organist. Mr. Meyn was formerly with the
Pantages circuit and I was told that he is a positive sensation in musical circles
in Zanesville. He recently came from Kansas City, Mo.

The Herald Fills a Want None Others Can Do

The HERALD man is indebted to the following exceptionally fine managers who
showed him every courtesy: H. V. Smoot, Vine, Mt. Vernon; J. F. Jones, Niel
Frederickton; Henry Bieberson, Jr., Strand, Delaware; Byerly Brothers, Rainbow,
Mechanicsburg; V. W. Price, Majestic, London; Mr. White, Quimby, Zanesville;
Sam Lind, Imperial, Zanesville; C. E. Price, Grand, Norwalk; Central Ohio Amuse-
ment Company, Gem, Norwalk; J. C. Platt, Lyric, Mt. Vernon; G. Granger, Kabee,
Mt. Gilead; E. C. Carter, Exhibit, Ashley; Mrs. Fred Heiman, Dreamland, Carding-
ton; Mrs. McCoy, Princess, Marion; Mary Butora, Strand-Rex, Marysville; John
Stall, Lion, Bellevue; R. S. Passwater, Mt. Sterling; F. A. Koppe, Opera House,
Logan; C. A. Smith, Sherman-Star, Chillicothe; John Kaiser, Royal, Chillicothe; and
V. E. Guilfoile, Virginia, Wellston.

I found these exhibitors decidedly opposed to the block hooking system and
hoping the Federal Trade Commission will offer some relief. The universal opinion
of the exhibitors with whom I have come in contact decry this system as being
unfair and unjust. This I find to be the universal complaint wherever I go. I was
told that a small town exhibitor asked a film salesman if his company still
adhered to the block booking system and was told that they did not, that he could
buy any part of the product he wanted and after he had selected two pictures he
could use he asked the price and was told that he could buy the two for $6,000,
but that he would sell him the entire group for $2,000. I didn't learn whether the
salesman got the gate or not, but I know what he should have gotten.

If this is a sample of the tactics to be used by the distributors in lieu of the
block booking system it would seem that there should be another session by the
Federal Trade Commission.

The Herald Fills a Want None Others Can Do

According to a special dispatch from New York published in the current issue
of the HERALD, United Artists is offering a block of its stock to the public on
the proposition that no rental will be charged for its product in its theatres until
the common stock receives a net profit. Ho, Ho, well, well. There are several
heart remedies on the market but I wouldn’t know which one to recommend. The
next time one of their salesmen calls on you just ask him to submit that proposi-
tion to you and see what he says, it will be interesting.

The Herald Fills a Want None Others Can Do

I see that “Fishy” Phil is at it again. He grinds out poetry just like a Dutch
butcher grinds out pork sausage. His discription of M-G-M’s lion told a whole
story of six chapters in less than six lines. That boy is pointed in his remarks,
very pointed. He doesn’t beat around the bush but dives right straight at the
heart of the subject. Atta boy, old kid.

The Herald Fills a Want None Others Can Do

I always supposed that H. J. Longaker of the State theatre at Alexandria, Minn.,
was a friend of mine. He treated me mighty fine when I was there last summer,
but just as soon as I get out of gunshot he hops on my limousine (my Marie) like
a chicken on a Kansas grasshopper. There is a law in Minnesota that should be
invoked. Marie and I won't stand for it much longer.

“Tragsdorf.” Let me see, seems to me I have heard that name before. Oh yes,
he hails from Neillsville, Wis. He also takes a wallop at Marie but forgets that there
is a hospital right across the street from Trags theatre and that I am liable to be
up there again some day. He eased matters up a bit by agreeing with my friend
Tommy Service as to the merits of “Hula” and says it didn’t cause any particular
flutter in the region of his floating kidney. Well, it didn’t raise my temperature,
either, that’s why my car is named Marie.

The Herald Fills a Want None Others Can Do

There, it has happened, just what I have been praying for for some time. The
HERALD has adopted an intelligent, concise and comprehensive listing of new
pictures under the “New Pictures” department without expressing an individual
opinion as to their drawing power. Had they gone on and said, “This is a mopup,
book it,” or “This is a lemon, leave it alone,” I would have felt like kicking the
cover off the magazine. It seems that anything helpful to the exhibitors is always
first adopted by the HERALD, then others follow. That’s why I say that THE
HERALD FILLS A WANT NONE OTHERS DO.

Invitations to that Thanksgiving dinner are pouring in from all parts of the
globe, every state is represented, which goes to prove that it pays to advertise.

J. C. JENKINS,

The HERALD Man.

for Wednesday night. A fine picture with a touch-
ing theme. Friendship. — Leona Conner, Columbia
theatre, Milton, la. — Small town patronage.

THE UNDERSTANDING HEART: Special
cast — 75%. October 14-15. A real Western that
will appeal to all classes and will please. We
used this with Tunney-Dempsey Prize Fight and
everyone bragged on "Understanding Heart” and
declared their money would have been lost if
not for above. Seven reels. — -M. W. Hughes,
Colonial theatre, Astoria, 111. — General patronage.

THE UNDERSTANDING HEART: Special
cast — 28%. November 5. Very good picture of
the big timber country. Seven reels. — W. C.
Geer, Princess theatre, Vermont, 111. — Small town
patronage.

BLARNEY: Ralph Graves — 10%. November 2.
The best and biggest and most exciting bare hand
fight I ever saw. Ralph Graves sure is a good
fighter and he took a lot of abuse but he won
for the girl he loved. Six reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

JOHNNY GET YOUR HAIR CUT: Jackie

Coogan — 70%. An excellent picture, and one that
will make you money. Pleased them from 6 to
60. Metro stars always please. Seven reels. —
A. H. Yeomans, Rose theatre, Dublin, Ga. — Gen-
eral patronage.

JOHNNY GET YOUR HAIR CUT: Jackie

Coogan — 37%. September 24. A thrilling race
track comedy drama. My patrons said Jackie’s
best. Seven reels. — W. C. Geer, Princess theatre,
Vermont, 111. — Small town patronage.

BEN HUR: Ramon Novarro — October 17-18-19.
One of the finest photoplays ever produced. Get
behind it to the limit it will do big business.
Work on your churches. Producers get big price
for picture. Twelve reels. — J. P. Doyle, Academy
theatre, Nunda, N. Y. — General patronage.

CAPTAIN SALVATION: Lars Hansen— Octo-
ber 22. Acting of the star is fine. A rather
brutal picture, but very interesting, and a good
deal of action. Not suitable for children. — George
Lodge, Green Lantern theatre, Claymont, Del. — -
Small town patronage.

ANNIE LAURIE: Lillian Gish — Business
above average on this. Seemed to please. — Russell
Armentrout, K. P. theatre, Pittsfield, 111. — Gen-
eral patronage.

ANNIE LAURIE: Lillian Gish— A very fine
picture, but without any drawing power here.
Advertised it extensively without results. I had
seen the picture in Cleveland this summer, but
enjoyed it equally well the second time in my
theatre. It will please generally if you can get
them in to see it. — W. J. Powell, Lonet theatre,
Wellington, O.

ANNIE LAURIE: Lillian Gish— This did not
mean a thing here, but it is a big production
and where Scotch people live should do well, as
it is a real big production. Nine reels. — Leslie
Hables, Reel Joy theatre, King City, Cal. — Small
town patronage.

CALIFORNIA: Tim McCoy — November 5. Good
appeal. Plenty of action. Pleased our people,
good for any house. — George Lodge, Green Lan-
tern theatre, Claymont, Del. — Small town patron-
age.

Paramount

THE ROUGH RIDERS: Special cast— 95%.
October 5. A splendid picture that has everything.
Drama, pathos, comedy, something to please all
classes. Ten reels. — D. F. Davis, Crystal theatre.
Silver Creek, Neb. — Small town patronage.

THE ROUGH RIDERS: Farrell-Astor— 60%.
November 3-4-5. A very fine production that took
an awful nose dive for me. Satisfied but did
not draw. Ran at 15-35 cents. Don’t think it
worth 25-50 cents. Ten reels. — J. C. Kennedy,
Empress theatre, Akron, la. — General patronage.

THE ROUGH RIDERS: Special east — October
31-November 1-2. Good picture to fair business.
I gave it the bolt of advertising, but it missed
at box office. Be careful of price you pay. It
will stand a small increase in admission. Good
any day. Ten reels. — J. P. Doyle, Academy the-
atre, Nunda, N. Y. — General patronage.

BEAU GESTE: Ronald Colman— 100%. No-
vember 1-2. One of the best pictures we ever
ran. The only picture that I could look at twice
and enjoy every foot of it. One man said that
if he had come in the first night he would have
come in the second time. Book this and boost
it and you will have the crowds. Ten reels.- — -
Mrs. Hulda J. Green. Gem theatre, Greenriver,
Utah. — General patronage.

BEAU GESTE: Special cast— 91%. October 1.
A wonderful story for the patrons that appreci-
ate this class, but a little over the heads of your
Western patrons. — D. F. Davis, Crystal theatre.
Silver Creek, Neb. — Small town patronage.

BEAU GESTE: Special cast— 60%. October

November 26, 1927

EXHIBITORS HERALD

61

30-31 — November 1. Very good picture one of
the best I have shown. Very good comments on
the picture from my patrons. Had cloudy and
rainy weather so box office receipts didn't do
much. But my community won’t stand for these
raises in admissions, I didn’t make any money to
speak of, but it was worth showing at that. Ten
reels. — Wendell R. Boughn, Sun theatre, Walthill,
Neb. — General patronage.

TIP TOES: Gish-Rogers — 27%. September 7-8.
The poorest Paramount we have played for a long
time. Not good, not bad, it just isn’t there.
Grossed $1.60 the second night. Seven reels. —
D. F. Davis, Crystal theatre. Silver Creek, Neb.
— Small town patronage.

THE WORLD AT HER FEET: Florence Vidor
- — 30%. November 6-7. Fairly good entertain-
ment but title poor. Six reels. — J. C. Kennedy,
Empress theatre, Akron, la. — General patronage.

THE LAST OUTLAW: Gary Cooper— 46%.
September 10. Good Western subject. Our first
with this star. — D. F. Davis, Crystal theatre.
Silver Creek, Neb. — Small town patronage.

HULA: Clara Bow — 50%. November 8-9. In
my way of thinking this is a good bet for any
house. Clara is a good little actress and keeps
things moving at a lively pace. But somehow it
did not get the turnout I expected and I had
it advertised big. When a picture like this
doesn’t draw there must be something wrong.
Six reels. — M. W. Hughes, Colonial theatre, As-
toria, 111. — General patronage.

NEVADA: Special cast — 71%. November 9-10.
An excellent Zane Grey story with good cast and
scenery. Drew well. Consider this one of the
best small town specials on this year’s contract.
Seven reels.— E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

NEVADA : Gary Cooper — October 29. Very

good feature. Pleased a nice Saturday night
crowd. Gary Cooper is well liked in this vicinity
and we hope to see more of him. Six reels. —
Leslie Hables, Reel Joy theatre, King City, Cal.
— Small town patronage.

DRUMS OF THE DESERT: Special cast— 75%.
November 13-14. This is a good picture. Star
and cast fine. Splendid story. Fine photography.
Gave satisfaction. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

ROLLED STOCKINGS: Special cast— 80%.
November 2-3. Very good picture, as my people
like Louise Brooks and a college picture is al-
ways good this time of the year. Seven reels.
— Wendell R. Boughn, Sun theatre, Walthill, Neb.
— General patronage.

EVENING CLOTHES: Adolphe Menjou— 56%.
November 8. This type of acting means noth-
ing to the fans of this town. This picture has
a couple of decidedly risque scenes which didn’t
help it any. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

IT: Clara Bow — 58%. November 10-11. A
splendid picture, a clean picture. This is Elinor
Glyn’s cleanest story. Comments good. Every-
one pleased. It’s bewitchingly beautiful. A first
class picture. Cleared a little on this one. Quite
surprising to myself, usually do not on Para-
mount pictures. Seven reels. — Perry G. Walker,
Amusu theatre, Statesboro, Ga. — General patron-
age.

IT: Clara Bow — 11%. Went over great with
our patrons, but tentshow wrecked the box office.
Seven reels. — W. C. Geer, Princess theatre, Ver-
mont, 111. — Small town patronage.

KNOCKOUT RILEY: Richard Dix— 88%. Octo-
ber 12. This subject pleased real well. Some of
the women folks stayed away but without reason.
- — D. F. Davis, Crystal theatre, Silver Creek, Neb.
- — -Small town patronage.

HOLD THAT LION: Douglas MacLean— 28%.
As funny and out of the ordinary feature comedy
as this star has made in a long time. Six reels.

— W. C. Geer, Princess theatre, Vermont, 111. —
Small town patronage.

THE POTTERS: W. C. Fields— 60%. Novem-
ber 5. This was well liked. Just a light comedy-
drama that was fine. Business was below normal,
however. Seven reels. — Paul B. Hoffman, Legion
theatre, Holyrood, Kan. — Small town patronage.

HOTEL IMPERIAL: Pola Negri— 66%. No-
vember 2-3. The first of this star we have
played for several years. The picture is well
acted and directed but it drew less than any
two day picture we have played this year. Miss
Negri’s pictures just won’t draw for us, no fault
of hers as bum stories a few years ago are to
blame. Eight reels. — Paul B. Hoffman, Legion
theatre, Holyrood, Kan. — Small town patronage.

HOTEL IMPERIAL: Pola Negri— 54%. Septem-
ber 28. If your patrons like heavy drama, this
is fine. It’s a war story but more love and less
war than some. — D. F. Davis, Crystal theatre,
Silver Creek, Neb. — Small town patronage.

CHANG: Special cast — 68%. November 9-10.

A very good picture that holds their interest
throughout. First night poor and on the second
night it rained so that just a few more came
out. Eight reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — -General patronage.

AFRAID TO LOVE: Florence Vidor— 26%.
An interesting subject. Some bedroom scenes,
but cleverly handled. — D. F. Davis, Crystal the-
atre, Silver Creek, Neb. — Small town patronage.

RITZY : Betty Bronson — 19%. November 2. A
passable picture. Nothing big, and not a dis-
appointment, either. — D. F. Davis, Crystal theatre,
Silver Creek, Neb. — -Small town patronage.

FASHIONS FOR WOMEN: Esther Ralston—
17%. October 9. Rather a weak offering. The
star has done much better. Will please if you
are catering to the ladies, but the men don’t
care for it. — I). F. Davis, Crystal theatre. Silver
Creek, Neb. — Small town patronage.

BLIND ALLEYS: Thomas Meighan— 40%. A
much better subject than they have been giving
Meighan of late, but he doesn’t have the draw
that he had a few years back. — D. F. Davis,
Crystal theatre. Silver Creek, Neb. — Small town
patronage.

A KISS IN A TAXI: Bebe Daniels— 50%.
October 30. A dandy comedy drama. Chester
Conklin is very good in this. Seven reels.—
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

A KISS IN A TAXI: Bebe Daniels— 26%.
October 26. A pretty fair picture but Bebe has
done better. — D. F. Davis, Crystal theatre. Silver
Creek, Neb. — Small town patronage.

WEDDING BELLS: Raymond Griffith — 82%.
November 11-12. A good comedy. If they hadn’t
killed Griffith off with previous bad stories, this
would be a riot. Ran on Saturday as part of
double feature program. Ranger in “Breed of
Courage” was the other half, and a darn good
picture, too. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

WE’RE ALL GAMBLERS: Thomas Meighan
— 50%. October 23-24. A fairly good Meighan
picture, some improvement over his last few, but
oh what a room there was for this improvement.
Seven reels. — J. C. Kennedy, Empress theatre,
Akron. Ia. — General patronage.

STRANDED IN PARIS: Bebe Daniels— 50%.
November 12. Customers failed to comment, so
we have only our own judgment to guide us in
our report. It seemed rather silly to us. We
got the impression that Bebe was giving an
imitation of Mabel Normand and Bebe is too
good to waste her talent in an imitation of any-
one else. Would class it as a fair ordinary
program picture. Seven reels. — Clarence E.
Hopkins, Hopkins theatre. Cotter, Ark. — Small
town patronage.

STRANDED IN PARIS: Bebe Daniels— 35%.

Bebe going down hill here, just like Swanson did.
Just a program. — G. Carey, Strand theatre, Paris,
Ark. — General patronage.

CHILDREN OF DIVORCE: Bow-Ralston—
65%. September 21. A wonderful picture with
a splendid moral to offset some of the drinking
scenes. — D. F. Davis, Crystal theatre. Silver
Creek, Neb. — Small town patronage.

TIN GODS: Thomas Meighan — 38%. Septem-
ber 29-30. Adapted from the play by William
McGuire. The dramatic story of a man forced
to the depths by one woman and helped to the
heights by another. There’s plenty of warm love
scenes and action. Print cut badly and causes
lack of interest. Nine reels. — Perry G. Walker,
Amusu theati-e, Statesboro, Ga. — General patron-
age.

LOVE’S GREATEST MISTAKE: Special cast
— 32%. November 3. A very good picture. Played
right after “Beau Geste” with the result that
we didn’t get enough to pay for the film. But
it is a good picture and a splendid cast, Evelyn
Brent and William Powell included. Six reels.

- — Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

THE MYSTERIOUS RIDER: Jack Holt— 100%.
October 27. Had standing room only on this
picture. Zane Grey draws better than any other
kind of picture. This has everything in it and is
a very good Western. Six reels. — Mrs. Hulda J.
Green, Gem theatre, Gi-eenriver, Utah. — General
patronage.

THE QUARTERBACK: Richard Dix— 100%.
Best ever of Dix. Packed houses four nights in
a row. Eight reels. — -William O. Oglesby, Lyric
theatre, Galatia, 111. — General patronage.

THE QUARTERBACK: Richard Dix— 7%.

In our estimation this is one of the best pictures
Dix has ever made, but it surely was a flop at
the box office. Seven reels. — W. C. Geer, Princess
theatre, Vermont, 111. — Small town patronage.

ONE WOMAN TO ANOTHER: Florence Vidor
— November 26. Just another picture. Did not
mean a thing here. No draw and did not please.
Another Paramount lemon. Four reels. — Leslie
Hables, Reel Joy theatre. King City, Cal. — Small
town patronage.

SWIM GIRL SWIM: Bebe Daniels — November
5. Not a good Saturday night picture. Poorest
Saturday business for a long time. Not the
fault of the picture, but they want knock ’em
dead stuff on Saturday in my town. Six reels. —
Leslie Hables, Reel Joy theatre, King City, Cal.
— Small town patronage.

FIREMEN SAVE MY CHILD: Special cast —
November 10-11. They soaked me plenty for this
one and it drew less than the regular crowd.
If they ever catch me on another contract of this
kind it will be while I am asleep. No more than
a program picture. Six reels. — Leslie Hables,
Reel Joy theatre. King City Cal. — General pat-
ronage.

SHOOTIN’ IRONS: Jack Luden — October 22.
A regular shoot ’em up Saturday night Western
worth $7.50 but Paramount gets more money out
of them. Six reels. — Leslie Hables, Reel Joy the-
atre, King City Cal. — Small town patronage.

WE’RE IN THE NAVY NOW: Slpecial cast—
November 6-7. There are quite a few laughs in
this and the gags- are fast and furious. Nothing
special about it that I could see. In fact, there
has to be somebody in the cast of a picture be-
sides Beery and Hatton before I can coax ’em
in. You can’t get the women in on such stuff.
Seven reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis.— Small town patronage.

Pathe-P D C

JIM THE CONQUEROR: Special cast^50%.
A good entertaining program picture. — Bert

Dear Mr. Quigley:— If our brand new screen find

GLENN TRYON

— isn’t a marvelous box-office gift to Exhibitors, then our
21 years in the picture business hasn’t taught us anything!

Universal Pictures Corp.

62

EXHIBITORS HERALD

November 26, 1927

Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

RISKY BUSINESS: Vera Reynolds— 15%.
October 5-6. Only a fair program picture. Seven
reels. — R. Pfeiffer, Princess theatre, Chilton, Wis.
— Small town patronage.

ALMOST A LADY : Special cast — 26%. Sep-
tember 28. A good comedy drama without much
of a plot. Personally I didn’t care much for it
but patrons seemed to enjoy it. Very, very
light. Six reels. — R. Pfeiffer, Princess theatre,
Chilton, Wis. — Small town patronage.

FOOTLOOSE WIDOWS: Louise Fazenda— 60%.
October 13. Boy, this is the picture for our
town. Anyone failing to get a real laugh out
of this, there’s something wrong. Buy this and
‘‘Steel Preferred” even if they are a little old.
Seven reels. — M. W. Hughes, Colonial theatre,
Astoria, 111. — General patronage.

THE CRUISE OF THE JASPER B: Rod
LaRocque — November 11-12, First two reels
draggy but finally gets under way and had them
roaring on the last two reels. Not his best up
to date, but will please them, especially on a
Saturday night. Seven reels. — Clark & Edwards,
Palace theatre, Ashland, O. — General patronage.

WEST OF BROADWAY: Priscilla Dean— 15%.
October 19-20. Poor. — R. Pfeiffer, Princess the-
atre, Chilton, Wis. — Small town patronage.

MAN BAIT: Marie Prevost — 65%. Septem-
tember 30. Just an average program picture.
Six reels. — E. E. Byrne, Columbia theatre, Athens,
O. — General patronage.

GETTING GERTIE’S GARTER: Special cast—
50%. November 9-10. This is a good comedy pro-
gram picture, but not a special. Gave satisfaction
at program admission. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

YOUNG APRIL: Special cast — 15%. October
12-13. A good picture but no business getter. —
R. Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

FOR ALIMONY ONLY: Leatrice Joy— 20%.
October 26-27. Another ordinary P D C program
picture to ordinary business. — R. Pfeiffer, Princess
theatre, Chilton, Wis. — Small town patronage.

THE NIGHT BRIDE: Marie Prevost— 60%.
October 25. A nice little picture. Nothing big
but will please fairly well. Six reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

THE DEVIL HORSE: Rex— 75%. October 21.

A better picture than title indicates. Really a big
production. Gave good satisfaction. Seven reels.
— M. W. Hughes, Colonial theatre, Astoria, 111. —
General patronage.

THE DEVIL HORSE: Rex— 36%. These wild
horse pictures go over well with our patrons, if
not played too close together. Six reels. — W. C.
Geer, Princess theatre, Vermont, 111. — Small town
patronage.

STEEL PREFERRED: William Boyd— 75%.
October 27. Boys, get this one and give them a
good one. Used it on bargain night and pleased
a good house. Just what the average audience
likes. Eight reels. — M. W. Hughes, Colonial thea-
tre, Astoria, 111. — General patronage.

PLAY SAFE : Monty Banks — 80%. September
26. Very, very good action comedy-drama. They
sure did get a good laugh. Six reels. — M. W.
Hughes, Colonial theatre, Astoria, 111. — General
patronage.

THE FRESHMAN: Harold Lloyd— 75%. No-
vember 6-7. Played this as it has never been
shown here. Drew good crowd and lots of peo-
ple went to see it the second time. If you use
this film be sure and get a better one than I did,
it was real rotten and had to run very slow.
Of course football pictures are good this time of
year anyway. Seven reels. — Wendell R. Boughn,
Sun theatre, Walthill, Neb. — General patronage.

Tiffany

LIGHTNING: Rex — 80%. This is a good Zane
Grey story with plenty of action and it seemed
to please all. Six reels. — E. E. Byrne, Columbia
theatre, Athens, O. — 'General patronage.

LIGHTNING: Rex — October 3-4-5. This is un-
doubtedly one of the beet horse pictures ever
made and we didn’t have to give up our hope of
Heaven and our right eye to get it. (P. S. — Other
producer newspapers please copy.) Six reels. —
Clark & Edwards, Palace theatre, Ashland, O. — -
General patronage.

United Artists

THE LOVES OF SUNYA: Gloria Swanson—
40%. November 8-9. I have been reading in
the Herald that this picture was nothing and was
surprised to find out that I am compelled to

MAYOR OPERATES
THEATRE

Peter M. Gagne (left), owner of the
Strand at Somerworth, N. H., is such
a good exhibitor that he’s mayor as
well. N. H. MacAlaster manages
Gray’s Strand at Dover, N. H. (Photos
by H. E. N.)

state that the writer was correct. It is a poor
program picture, and the same applies to United
Artists other picture, "Resurrection.” Eight
reels. — Perry G. Walker, Amusu theatre, States-
boro, Ga. — General patronage.

DON Q: Douglas Fairbanks — 60%. October
21-22. This is a dandy good picture and shows
the best percentage that we have been able to
report for some time. We didn’t do as much
business as we expected, but made a little money
anyway. Believe most every one was well pleased.
Eleven reels. — W. C. Snyder, Cozy theatre, La-
mont, Okla. — General patronage.

THE NUT: Douglas Fairbanks — 10%. October
31. I must have been nuts when I bought it. It
might have been all right in its day, but that
would have been years ago. Put it away boys,
too old. Six reels. — A. H. Yeomans, Rose thea-
tre, Dublin, Ga. — General patronage.

THE ONLY WAY : Martin Harvey — 44%. No-
vember 6. This is an English made picture of
Charles Dickens "Tale of Two Cities” which was
very good. Seven reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

Universal

THE CAT AND THE CANARY: Special cast
— 90%. October 3-4-5. Oh Boy ! Here is a real
box office attraction. Pleased everyone. Step on
this one and make yourself some money. — E. E.
Byrne, Columbia theatre, Athens, O. — General
patronage.

PAINTING THE TOWN: Glen Tryon— 85%.
Here is a regular scream. Good as a Lloyd
comedy. Wished I had raised my admission on
it, it is worth it. Steven reels. — E. E. Byrne,
Columbia theatre, Athens, O. — General patronage.

PAINTING THE TOWN: Special cast— The
picture went over big. It is a real comedy full of
clean fun and plenty of laughter. Five reels. — ■
Harley Gibson, Auditorium theatre. Canton, Kan.
— General patronage.

THE MYSTERY CLUB: Special cast— 10%.
October 22. Personally, this was a fine picture,
but did not suit the majority of my patrons. —
D. F. Davis, Crystal theatre, Silver Creek, Neb. —
Small town patronage.

THE RUNAWAY EXPRESS: Special cast^-
63%. October 8. A good railroad drama that
will please your Western crowd on Saturday
nights. — D. F. Davis, Crystal theatre. Silver Creek,
Neb. — Small town patronage.

HER BIG NIGHT: Laura La Plante— 60%.
October 29. Laura is a favorite of mine and I
liked this one very much but I guess she doesn’t
mean so much to our patrons ; at least they don’t
make much of an effort to be present when we
are showing her pictures. Eight reels. — Leona
Conner, Columbia theatre, Milton, la. — Small town
patronage.

HER BIG NIGHT: Laura La Plante— 50%.
November 10. Sent me “Her Big Night” in place
of “The Love Thrill” and I think it is the better
of the two. Gave good satisfaction on our bar-
gain night. Eight reels. — M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

HEY HEY COWBOY: Hoot Gibson— 39%.
November 7. Good Western to light business be-
cause of bad weather. Six reels. — E. M. Biddle,

Strand theatre, Paoli, Ind. — Small town patron-
age.

THE DENVER DUDE: Hoot Gibson— 49%.
October 29. A Western with enough comedy in
it to please the part of your crowd that do not
like Western shoot-’em-ups. — D. F. Davis, Crys-
tal theatre. Silver Creek, Neb. — Small town pat-
ronage.

PROWLERS OF THE NIGHT: Special casf>-
15%. Rotten. Artificial Western will not get
over with average audiences. Five reels. — William
O. Oglesby, Lyric theatre, Galatia, 111. — General
patronage.

THE MIDNIGHT SUN: Laura LaPlante—
■80%. One of Laura’s best. She is well liked
here and there is a reason for it for she sure is
a good actress and her pictures good. Nine reels.
— John G. Keller, Met theatre, Tripp, S. D. — Gen-
eral patronage.

THE ICE FLOOD: Special east — 41%. Sep-
tember 24. A dandy outdoor subject.- — D. F.
Davis, Crystal theatre. Silver Creek, Neb. — Small
town patronage.

CHIP OF THE FLYING U: Hoot Gibson—
90%. Hoot always goes over. You sure have to
hand it to him. Hoot always draws well. Come
on. Hoot, give us some more, you sure are a
bread winner. Six reels. — John G. Keller, Met
theatre, Tripp, S. D. — General patronage.

THE PRAIRIE KING: Hoot Gibson— 50%.
November 7. Gibson just a fair drawing card
here. This is not a shoot ’em Western, but lots
of comedy. But the way I saw it the old folks
steal the picture away from Gibson. They are
nearly the whole show. Six reels. — M. H. Hughes,
Colonial theatre, Astoria, 111. — General patronage.

HELD BY THE LAW: Special cast— 60%.
November 5. A good production that seemed to
please. Seven reels. — Leona Conner, Columbia
theatre, Milton, la. — Small town patronage.

HIS PEOPLE: Special cast — 70%. October 22.
A picture that would have been extra good had
it been lees draggy in places. Nine reels. —
Leona Conner, Columbia theatre, Milton, la. —
Small town patronage.

THE COHENS AND KELLYS: Sidney-Murray
— 100%. Broke my house records. It sure is a
dandy picture. I wish a man could book one of
these kind of pictures once a week. Sidney and
Charles surely know their stuff. Eight reels. —
John G. Keller, Met theatre, Tripp, S. D. —
General patronage.

RAMBLING RANGER: Jack Hoxie — Same old
stuff. Bad man, mortgage and a girl. Very
ordinary. — G. Carey, Strand theatre, Paris, Ark.
- — General patronage.

THE TRAP: Lon Chaney — A fair program.
People here all like Chaney. — -Guy Ducote, Peo-
ples theatre, Cottonport, La.

THE MARRIAGE CLAUSE: Billie Dove—
November 8-9. This is a heavy, slow moving af-
fair which will please a few, but not many. It
is one of those play within a play things where
the actresses wear clothes of the vintage of 1800.
When they put such rubbish in the posters and
photos you can be sure of a small crowd no mat-
ter how good the picture may be. I believe this
is the first time I have had Francis X. Bushman
for five or six years and he can still give the
present generation of upstarts cards and spades.
Eight reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

THE FOURTH COMMANDMENT: Belle Ben-
nett— November 1. List her as a special and we
paid a special price for this one, but it is not
a special so far as drawing power goes. A very
good picture and good acting, but it is not worth
the price we paid. — George Lodge, Green Lan-
tern theatre, Claymont, Del. — Small town patron-
age.

BUTTERFLIES IN THE RAIN: Laura La
Plante — Universal Complete Contract is a bad
bet. They tie you up and then afterwards they
don’t care what they send you or how they treat
you. Seven reels. — Guy Ducote, Peoples theatre,
Cottonport, La.

SPANGLES: Marion Nixon — October 25. One
of the best circus pictures ever shown here.
Everybody likes to see a circus, and everyone
was pleased with the circus picture. Also a good
story runs through it. Acting good. — George
Lodge, Green Lantern theatre, Claymont, Del. —
Small town patronage.

Warner Bros.

THE BRUTE: Monte Blue— 80%. November
12. Good action picture. Too bad Monte is
working for Warners. Seven reels. — G. S. Young,
Petrolia theatre, Petrolia, Tex. — General patron-
age.

FINGER PRINTS: Louise Fazenda— 15%. No-
vember 8. This is a good crook story. Cast good.

EXHIBITORS HERALD

63

November 26, 1927

Good satisfaction. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

ONE ROUND HOGAN: Monte Blue— 75%.
September 22-23. This is a good story of the prize
ring with quite a bit of comedy, but it did not
suit the ladies very well. Seven reels. — E. E.
Byrne, Columbia theatre, Athens, O. — General
patronage.

JAWS OF STEEL: Rin Tin Tin— 75%. The
dog does not seem to draw like he used to. Think
people are getting tired of dog pictures as they
are all alike. Six reels. — E. E. Byrne, Columbia
theatre, Athens, O. — General patronage.

THE HEART OF MARYLAND: Dolores Cos-
tello— 45%. November 6-7. Very few liked it.
Don’t see any reason for making picture like this.
Very little entertainment in it. Business way be-
low normal. — R. Pfeiffer, Princess theatre, Chil-
ton, Wis. — General patronage.

THE FIRST AUTO: Warner Oland— 50%.
November 4-5. If Warner Brothers call this a
special I won’t buy any more. It’s a shame

I they dump this kind of stuff on the public, and
then whoop the prices on them. I got more razz-
ing on this picture than any other I have shown
yet. If I had shown any other date but Saturday
I would have lost money on it. The action is
slow from start to finish. Ten reels. — Wendell

1R. Boughn, Sun theatre. Walthill, Neb. — General
patronage.

WHITE FLANNELS: Special cast— 100%.

November 11. Good program picture. Had draw-
ing power which pleased us. Also seemed to please
larger percentage of attendants. Seven reels. —
Newman & Gordy, Ne-Go theatre, Toronto, Kan. —
General patronage.

ACROSS THE PACIFIC: Monte Blue— 60%.
October 28. A little old but worth running. In
fact, a lot better than some of the new ones.
You will not go wrong on this one and can be
bought right now. Eight reels. — M. W. Hughes,
Colonial theatre, Astoria, 111. — General patron-
ae.

WHILE LONDON SLEEPS: Rin Tin Tin— 50%.
September 26. As usual, very good on the part
of Rin Tin Tin. But be careful what day you set
it in as it is a little too gruesome for the deli-
cate class. Six reels.- — M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

TRACKED BY THE POLICE: Rin Tin Tin—
40%. October 1-September 31. A very good Rin
Tin Tin. One of my best Friday and Saturday
bets. Seven reels. — R. Pfeiffer, Princess theatre,
Chilton, Wis.— Small town patronage.

THE CAVE MAN: Matt Moore— 35%. Fairly
good program. No kicks. — -G. Carey, Strand thea-
tre, Paris, Ark. — General patronage. «

! BITTER APPLES: Monte Blue— 42%. Octo-

ber 8. Only a fair program picture. — R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

HILLS OF KENTUCKY: Rin Tin Tin— 100%.
November 5. Standing room only on this picture.
Had the fullest house we ever had on any pic-
ture. If we had a picture like this once a week
our troubles would be over. Get Rin Tin Tin
and watch them flock in. Seven reels. — Mrs.
Hulda J. Green, Gem theatre, Greenriver, Utah. —
General patronage.

SIMPLE SIS: Louise Fazenda — 15%. Novem-
ber 8. Can’t see any excuse for releasing such
piece of cheese as this. Warner’s promised 26
specials last year and I have as yet not received
even one. According to Variety’s reports on 1928
Warner’s released, this year will be the same
story. — R. Pfeiffer, Princess theatre, Chilton, Wis.
— General patronage.

THE BETTER ’OLE: Syd Chaplin— 70%. Sep-
tember 26-27-28. I personally thought this one
extra good comedy, but it did not register at the
box office like it should. Nine reels. — E. E. Byrne,

Columbia theatre, Athens, O. — General patron-
age.

THE BETTER 'OLE: Syd Chaplin — November
3-4. Played this too late to get any dough. Paid
too much for its age. Good show, but did not
please as well as “The Gay Retreat” at one-third
the money. Play it but don’t pay over program
price. Ten reels. — Leslie Hables, Reel Joy thea-
tre, King City, Cal.— Small town, patronage.

DON JUAN: John Barrymore — 80%. Septem-
ber 19-20-21. This is a very high class produc-
tion and will be enjoyed, especially where high
class productions predominate. Ten reels. — E. E.
Byrne, Columbia theatre, Athens, O. — General
patronage.

THE SEA BEAST: John Barrymore — 60%.
November 7. Very good, but I wish the print
had been the same. Ten reels. — A. H. Yeomans,
Rose theatre, Dublin, Ga. — General patronage.

HIS JAZZ BRIDE: Marie Prevost— 43%. Oc-
tober 31. This is a fair comedy. Marie Prevost
is good but Matt Moore looks like a sap with
glasses and his moustache. Seven reels. — Mrs.
Hulda J. Green, Gem theatre, Greenriver, Utah. —
Geenral patronage.

DON’T TELL THE WIFE: Special east—
November 9. Terrible. Not worth showing and
some scenes pretty raw. My people told me to
take such junk and burn it before I play it.
Seven reels. — Leslie Hables, Reel Joy theatre.
King City, Cal. — -General patronage.

A SAILOR’S SWEETHEART: Cooke-Fazenda
— October 23. A very pleasing comedy that should
go over anywhere. This is a good team. Seven
reels. — Leslie Hables, Reel Joy theatre. King City,
Cal. — Small town patronage.

State Rights

DEMPSEY-TUNNEY FIGHT: A very good
clean picture of the fight. Tunney showed very
plainly that he was knocked out in the seventh
round. I, for one, claim that Dempsey is the
champion and Tunney claims it. Be sure and
have the promoters make a gate in the ring so
Tunney can run out if they meet again, as
Tunney was surely running away from Dempsey
all the time. It’s all right, Jack, the next time
you meet him sock him in the first round and put
him to sleep for about 40 counts as you know
what happened in your Chicago fight with Tun-
ney. I am for you, Jack, I still believe you were
robbed of your title. Three reels. — John G. Kel-
ler, Met theatre, Tripp, S. D. — General patron-
age.

TUNNEY-DEMPSEY FIGHT: Pictures were
clear and good, but paid too much for them.
Three reels. — W. C. Geer, Princess theatre, Ver-
mont, 111. — Small town patronage.

Serials

THE HOUSE WITHOUT A KEY: (Pathe)
Special cast — Chapter 7 and is going good, al-
though it is more for the older folks than the
children. Two reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

MELTING MILLIONS: (Pathe) Special cast—
This serial is giving good satisfaction. An easy
story to follow and holding up well. Try it on
bargain night. Get them in first night and see
if it will not hold your crowd. I am sure it
will please if you can get them to stay two or
three nights. Two reels. — -M. W. Hughes, Colonial
theatre, Astoria, 111. — General patronage.

THE RETURN OF RIDDLE RIDER: (Uni-
versal)— A better serial at Chapter 4 than “Riddle
Rider” was. Satisfactory. — G. Carey. Strand thea-
tre, Paris, Ark. — General patronage.

Short Subjects

EDUCATIONAL

BATTER UP : This is a knockout built around
baseball. Two reels. — Leslie Hables, Reel Joy
theatre, King City, Cal. — Small town patronage.

BROKEN CHINA: Bobby Vernon — Fair com-
edy. All right to fill in with, but nothing extra.
Two reels. — H. S. Boyd, Community theatre,
Woodsbury, Conn. — General patronage.

DAFFY DILL: Can’t say much for this one.
Two reels. — Newman & Grody, Ne-Go theatre,
Toronto, Kan. — General patronage.

DON’T FIRE : Good comedy. Two reels. —
Bert Silver, Silver Family theatre, Greenville,
Mioh. — General patronage.

DRAW BACK: A good comedy. Two reels.
— Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

MAID IN MOROCCO : As good as the aver-
age run of comedies. Two reels. — D. F. Davis,
Crystal theatre. Silver Creek, Neb. — Small town
patronage.

THE STUNT MAN: Larry Semon — A fair
comedy with the regular Semon stunts. Nothing
to brag about. Two reels. — Leslie Hables, Reel
Joy theatre. King City, Cal. — Small town patron-
age.

THE TOURIST: Johnny Arthur — A pretty fair
comedy, especially interesting to those who have
taken ah auto tour and that includes a lot of us.
Two reels. — D. F. Davis, Crystal theatre, Silver
Creek, Neb. — Small town patronage.

FELIX IN REVERSE ENGLISH: These car-
toons always seem to please. One reel. — A. G.
Witwer, Grand theatre, Rainier, Ore. — General
patronage.

JANE’S INHERITANCE: Good. Two reels.—
Robert K. Yancey, Bonny theatre, Mansfield, Mo.

- — General patronage.

JANE’S RELATIONS: Just another comedy.
Two reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

PENNY ANTE : Good short comedy. One reel.
— A. G. Witwer, Grand theatre. Rainier, Ore. —
General patronage.

WIFE SHY : Plenty of action and fun, as
most Mermaids are. Received much comment on
this short feature. Two reels. — Newman &
Gordy, Ne-Go theatre, Toronto, Kan. — General
patronage.

F B O

THE BROWN DERBY: Alice Cartoon — Just
a cartoon and I don’t see why they make this
kind of bunk. One reel. — Rudolf Duba, Royal
theatre, Kimball, S. D. — General patronage.

LITTLE ANDY ROONIE: “Adventures of
Mazie” — Kit Guard is in this one after missing
out in the last two. This was not very good.
Two reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

NOT SO BIG: Wisecrackers — Just fair two
reeler, and I think my folks are getting tired
of these Witwer stories. I will be glad when I
play the last one. Two reels. — Rudolf Duba, Royal
theatre, Kimball, S. D. — General patronage.

FOX

BATTLING KANGAROO: These animal com-
edies are a welcome change and pleased my
patrons. Two reels. — D. F. Davis, Crystal thea-
tre, Silver Creek, Neb. — Small town patronage.

MIDSUMMER NIGHT’S STREAM: Best comedy
this year, bar none. — G. Carey, Strand theatre,
Paris, Ark. — General patronage.

METRO-GOLDWN-MAYER

THE FLAG: This is a wonderful two reel
subject. A credit to any house. Two reels.- —

Dear Mr. Quigley If you don’t yell your head off about this
brand-new screen “find” of ours, then we’ll be badly mistaken—

GLEHH TRYOH

— Unquestionably our greatest gift to exhibitors in ten years!

Universal Pictures Corp.

64

EXHIBITORS HERALD

November 26, 1927

EXHIBITORS OF NEW HAMPSHIRE

BUSY SHOWMEN of the New England state are Ernest L. Mason (left), Mason Hall,
South Tamworth ; L. C. Bolduc (middle), owner of the Bijou at Conway, and E. O.
Gilbert, manager of Gray’s Albert theatre at Berlin, N. H. (Photos by H. E. N.)

Leslie Hables, Reel Joy theatre. King City, Cal. —
Small town patronage.

THE FLAG : Special cast — An interesting

short subject that will go fine with a comedy
feature attraction. Two reels. — J. C. Kennedy,
Empress theatre, Akron, la. — General patronage.

STING OF STINGS: Charley Chas^Tust fair.
Charley made some better ones for Pathe. Two
reels. — Rudolf Duba, Royal theatre, Kimball, S.
D. — General patronage.

YALE VS. HARVARD: Our Gang— Can’t
hand this gang comedy so much, the new camera
angles used were not so good. Really didn’t
draw the laughs it should have. Two reels. —
J. C. Kennedy, Empress theatre, Akron, la. —
General patronage.

YALE VS. HARVARD: Our Gang— A bunch
of kids with not a trace of comedy in the two
reels. Just one of those things. Two reels. —
Leslie Hables, Reel Joy theatre, King City, Cal. —
Small town patronage.

WINE, WOMEN AND SAUERKRAUT: Have
you tried Fox shorts ? Look their comedies over,
they are up to and above the standard. They
have stories and action. Two reels. — S. G. Fry,
Palace theatre, Mt. Pleasant, Tex. — General pat-
ronage.

PARAMOUNT

THE ELEGY : Novelty — Properly cued with a
violin playing “Hearts and Flowers” or
“Humoresque” this is a wonderful subject, but
without the music, a complete flop. Will not
take the place of a comedy. Two reels. — D. F.
Davis, Crystal theatre. Silver Creek, Neb. — Small
town patronage.

FRENCH FRIED: Neal Burns — A good com-
edy with quite a flock of laughs. Two reels. — D.
F. Davis, Crystal theatre. Silver Creek, Neb. —
Small town patronage.

A MOONY MARINER: Billy Dooley— A com-
edy in which Dooley takes a trip to the moon
in a rocket. It has* more than the usual num-
ber of laughs in it. Two reels. — D. F. Davis,
Crystal theatre, Silver Creek, Neb. — Small town
patronage.

NO PUBLICITY : A very good comedy that
was well received here. Two reels. — Leslie
Hables, Reel Joy theatre. King City, Cal. — Small
town patronage.

A SHORT TAIL: This was a dandy two reeler.
Something different. Held their interest without
subtitles. Two reels. — Leslie Hables, Reel Joy
theatre. King City, Cal. — Small town patronage.

TODDLES: Novelty — After playing “The
Elegy” without music we were afraid of this, but
received an agreeable surprise. The dog is fine,
and while the comedy is not of the slapstick
variety, the crowd will eat it up. Two reels. — -
D. F. Davis, Crystal theatre. Silver Creek, Neb. — •
Small town patronage.

WEBB FEET: Krazy Kat — A very good sub-
ject. Pleases my bunch as well as any cartoon.
- — Leslie Hables, Reel Joy theatre. King City, Cal.
- — Small town patronage.

PATHE

GLORIOUS FOURTH: Our Gang— This is a
very funny comedy. Two reels. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

TEN YEARS OLD: Our Gang — Best Gang in
a long time. For once Roach didn’t let the little

colored boy hog the picture. — G. Carey, Strand
theatre, Paris, Paris, Ark. — General patronage.

AESOP’S FABLES: Good. Half reel. — Mrs.
Hulda J. Green. Gem theatre, Greenriver, Utah.
— General patronage.

LONG FLIV THE KING: Charley Chase— A
very good comedy. Two reels. — Mrs. Hulda J.
Green, Gem theatre, Greenriver, Utah. — General
patronage.

LOVE MY DOG: Our Gang — Good, and will
please the lovers of Our Gang. — W m. E. Trags-
dorf, Trags theatre, Neillsville, Wis. — Small town
patronage.

TEN YEARS OLD: Our Gang — This is about
the best Gang comedy I ever had the pleasure of
showing. Two reels. — Wm. E. Tragsdorf, Trags
theatre. Neillsville, Wis. — Small town patronage.

PLAY SAFE: Monty Banks — October 1. A
little too old for much drawing power but good
comedy that will satisfy the big percentage of a
crowd. — Edmunds & Case, Opera House, Paw
Paw, 111. — Small town patronage.

LOVE’S LANGUID LURE: Ben Turpin— Com-
edy ? Ha, Ha, Ha. Bah. Two reels. — S. G.
Fry, Palace theatre, Mt. Pleasant, Tex. — General
patronage.

LOVE WITH HISSES: Durn near as funny as
“Rookies.” It’s a laff gitter. Two reels. — S. G.
Fry, Palace theatre, Mt. Pleasant, Tex. — General
patronage.

YOUR OWN BACK YARD: Our Gang— This
one brought the laughs which always keeps put-
ting over any feature. Two reels. — Newman &
Gordy, Ne-Go theatre, Toronto, Kan. — General
patronage.

UNIVERSAL

ANDY GUMP COMEDIES: Very, very good.
Two reels. — Leona Conner, Columbia theatre. Mil-
ton, <Ta. — Small town patronage.

BY GEORGE: Just fair. Raised a few laughs
and sent them home happy. Two reels. — Rbdolf
Duba, Royal theatre, Kimball, S. D. — General
patronage.

JANE’S FLIRTATION : This “Jane” series
pleased here suite generally, although there is a
lot of sameness about them. — D. F. Davis, Crystal

Motion Picture Theatres
Municipalized in Norway

(Special to the Herald)

OSLO, Norway, Nov. 22. — Mo-
tion picture theatres in Nor-
way have been municipalized in
Norway. City and town admin-
istrations, generally being gov-
erned by a majority of Socialists
supported by Communists, during
the last seven years have summar-
ily confiscated the picture houses
by the simple expedient of refus-
ing to extend their licenses and
then, without compensation, tak-
ing over the management them-
selves.

theatre. Silver Creek, Neb. — Small town patron-
age.

JANE’S HONEYMOON: Our first of this series
and it seems to be pretty good. Two reels. —
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

ROOMS FOR RENT: Andy got a lot of laughs
out of the crowd on this one. Two reels. — D. F.
Davis, Crystal theatre, Silver Creek, Neb. — Small
town patronage.

THE SMASHUP: Andy Gump — Great for the
kids. Two reels. — Mrs. Hulda J. Green, Gem the-
atre, Greenriver, Utah. — General patronage.

SNOOKUMS’ TOOTH: Snookums— I thought
it was pretty good and there was plenty of
laughter, but some said there was nothing to it.
Will see how the next one hits ’em. Two reels.
— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

STOP SNOOKUMS: This is a good comedy
with quite a few laughs. — D. F. Davis, Crystal
theatre. Silver Creek, Neb. — Small town patron-
age.

THAT’S NO EXCUSE: These “Excuse Mak-
ers” run pretty good as a whole. — D. F. Davis,
Crystal theatre, Silver Creek, Neb. — Small town
patronage.

UNIVERSAL

BUSTER’S HANDICAP: Special cast— This is
a dandy. Has a children’s auto race that is fine.
In the first reel the director makes the children
imitate grownups and introduces the vamp. Too
bad ! Pretty soon our director will have Buster
visit his pet bootlegger ! Let the children remain
“Just Kids,” innocent, fresh and clean ! — Philip
Rand. Rex theatre, Salmon, Idaho. — Small town
patronage.

BUSTER’S INITIATION: Arthur Trimblo-
About up to usual standard of these comedies.
They seem to please all. Two reels. — A. G. Wit-
wer, Grand theatre. Rainier, Ore. — General pat-
ronage.

THE COLLEGIANS: Special cast — Have just
finished the series of two reel athletic-college en-
tertainment. Gee, but these are fine. Every ex-
hibitor in the land should run them. Everybody
enjoyed them. Make another series, Carl. You
are on the right road here. These make business.
— Philip Rand, Rex theatre, Salmon, Idaho. —
Small town patronage.

THE COLLEGIANS: The first series of the
Collegians were the best short subjects made and
these new series of which we have run five, have
them beat. Two reels. — Earl Hardman, Odeon
theatre. Cottonwood Falls, Kan. — General pat-
ronage.

COWS IS COWS: Had some walkouts on this,
although it was a fair Western comedy. Two
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

GEORGE’S MANY LOVES: Just another com-
edy. Not much to it. Two reels. — A. G. ‘Wit-
wer, Grand theatre. Rainier, Ore. — General pat-
ronage.

PLEASE DON’T: Fair comedy. Two reels. —
A. G. Witwer, Grand theatre, Rainier, Ore. — Gen-
eral patronage.

SPURS AND SADDLES: Art Acord— 26%.
August 28. Fair program Western. Seemed to
please the fans. Five reels. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

STOP SNOOKUMS: Sunny McKean— Good

comedy. Two reels. — A. G. Witwer, Grand the-
atre, Rainier, Ore. — General patronage.

THANKS FOR THE BOAT RIDE: Special
cast — One of the Jane comedies. Excellent.
Scenes taken on board a passenger liner and
hence something different and interesting. I have
often wondered why some comedy producing com-
pany does not go to various places and stage
their comedies, such as sea shore, mountains, for-
ests, foreign countries even with different locale
than the tiresome sameness of Hollywood’s
streets. Cost more to produce? Sure. But the
extra demand in sales would warrant it. Take
Jane and her company to Europe and make a
picture in each country with the native back-
ground. Bet they would go big. — Philip Rand,
Rex theatre, Salmon, Idaho. — Small town patron-
age.

M-G-M to Film London9 s
Story of Primitive Man

(Special to the Herald)

HOLLYWOOD, Nov. 22.— Metro-Gold-
wyn-Mayer is to make a picture based on
Jack London’s “Before Adam,” story of
primitive Man which was among his more
popular works. No announcement has
been made as to director or cast.

November 26, 1927

EXHIBITORS HERALD

65

BOX OFFICE TICKER

C'lhe HERALD System for determining
the definite attraction values
of SMotion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

No Man’s Gold (Fox) 79.72%

Rookies (MGM) 79.06‘;i

The Iron Horse (Fox) 78.61%

The Msylerious Rider (Par) 77.70%

Keeper of the Bees (F B O) 77.28%

Irene (FN) 76.75%

The Cohens and Kellys (U) 75.96%

Laddie (FBO) 75.72%

Chip of the Flying U (U) 75.60%

The Great K. and A. Train Robbery (Fox). .74. 80%

The Vanishing American (Par).... 73.95%

Hills of Kentucky (W B) 73.33%

Tell It to the Marines (MGM) 73.22%

The Last Trail (Fox) 72.76%

Tillie the Toiler (M G M) 72.76%

The Calgary Stampede (U) 72.54%

The Winning of Barbara Worth (UA) 71.87%

Arizona Sweepstakes (U) 71.42%

Don Mike (FBO) 71.17%

The Volga Boatman (PDC) 70.68%

The Magic Garden (FBO) 70.52%

Johnny Get Your Hair Cut (MGM) 69.64%

Slide, Kelly, Slide (MGM) ; 69.63%

Casey at the Bat (Par) 69.50%

It (Par) 69.50%

The Bat (UA) 69.47%

The Gorilla Hunt (FBO) 69.43%

Naughty But Nice (FN ) 69.18%

The Gentle Cyclone (U) 68.81%

Land Beyond the Law (FN) 68.75%

The Tough Guy (FBO) 68.64%

Ella Cinders (FN) 68.46%

The Sea Beast (WB) 68.45%

Tarzan and the Golden Lion (FBO) 68.23%

The Son of the Sheik (UA) 68.09%

Mr. Wu (MGM) 68.00%

The Man on the Box (WB) 67.70 %

The Kid Brother (Par) 67.51%

The Scarlet West (FN) 67.40%

Man of the Forest (Par) 67.17%

The Campus Flirt (Par) 66.84%

The Last Frontier (PDC) 66.78%

The Midnight Kiss (Fox) 66.70%

The Four Horsemen (MGM) 66.50%

The Quarterback (Par) 66.48%

Flesh and the Devil (MGM) 66.25%

The Phantom Bullet (U) ...66.23%

The Black Pirate (UA) 66.04%

Senor Daredevil (FN) 65.88%

The Unknown Cavalier (FN) 65.80%

Three Bad Men (Fox) 65.60%

Let’s Get Married (Par) 65.00%

The Devil Horse (P) 64.82%

Desert Gold (Par) 64.81%

We’re in the Navy Now (Par) 64.67%

Tin Hats (MGM) 64.64%

Sea Horses ( Par) 64.63%

His Secretary (MGM) 64.50%

The Night Cry (WB) 64.33%

The Scarlet Letter (MGM) 64.06%

For Heaven’s Sake (Par) 64.00%

Corporal Kate (PDC) 63.83%

Up in Mabel’s Room (PDC) 63.81%

Across the Pacific (WB) 63.78%

The Fire Brigade (MGM) 63.75%

Canyon of Light (Fox) 63.43%

Skinner’s Dress Suit (U) 63.42%

Hands Across the Border (FBO) 63.40%

While London Sleeps (WB) 63.00%

The Man in the Saddle (U) 62.85%

Lille Annie Rooney (UA) 62.83%

Frisco Sally Levy (MGM) 62.80%

Lone Hand Saunders (FBO) 62.71%

The Overland Stage (FN) 62.60%

Orchids and Ermine (FN) 62.28%

Brown of Harvard (MGM) 61.96%

Tony Runs Wild (Fox) 61.75%

Clash of the Wolves (WB) 61.64%

Heaven on Earth (MGM) 61.63%

A Regular Scout (FBO) 61.36%

War Paint (MGM) 61.17%

The Two Gun Man (FBO) 60.85%

Sweet Daddies (FN) 60.55%

Behind the Front (Par) 60.35%

Twinkletoes (FN) 60.28%

His People (U).~ 60.12%

Tramp Tramp Tramp (FN) 60.06%

The Buckaroo Kid (U) 60.05%

The Understanding Heart (MGM) 59.88%

The Masquerade Bandit (FBO) 59.72%

The Waning Sex (MGM) 59.51%

The Teaser (U) 59.50%

The Flaming Forest (MGM) 59.32%

That’s My Baby (Par) 59.00%

Under Western Skies (U) 58.83%

The Denver Dude (U) 58.66%

The Wilderness Woman (FN) 58.64%

The Flaming Frontier (U) 58.43%

Wild to Go (FBO) 58.33%

Sally Irene and Mary (MGM) 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

Paradise (FN) 57.50%

The Dark Angel (FN) 57.14%

Knockout Riley (Par) 57.14%

Private Izzy Murphy (WB) 37.00%

The Eagle (UA) 56.00%

Forever After (FN) 56.90%

Stella Dallas (UA) 56.90%

The Flying Horseman (Fox) 56.85%

The Temptress (MGM) 56.73%

Old Clothes (MGM) 56.69%

Rolling Home (U) 56.57%

Let it Rain (Par) 56.47%

Mike (MGM) 56.45%

Sally of the Sawdust (UA) 56.45%

Blind Alleys (Par) 56.30%

Men of Steel (FN) 56.25%

It Must be Love (FN) 56.16%

The Red Mill (MGM) 56.15%

Breed of the Sea (FBO) 56.06%

Kid Boots (Par) 55.96%

Wild Justice (UA) 55.86%

The Rainmaker (Par) 55.72%

Forlorn River (Par) 55.57%

For Alimony Only (PDC) 55.40%

Mantrap (Par) 55.20%

Winners of the Wilderness (MGM) 55.10%

The Johnstown Flood (Fox) 55.08%

The Unknown Soldier (PDC) 55.00%

The Cowboy Cop (FBO) 54.76%

Born to the West (Par) 54.71%

Upstage (MGM) 54.56 %

Poker Faces (U) 54.50%

The Silent Rider (U) 54.20%

Desert Valley (Fox) 54.16%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (WB) 53.90%

The Road to Mandalay (MGM) 53.90%

The Barrier (MGM) 53.70%

Red Hot Leather (U) 53.70%

What Happened to Jones (U) 53.62%

Her Father Said No (FBO) 53.50%

The Family Upstairs (Fox) 53.36%

The Midnight Sun (U) 52.77%

Mother (FBO) 52.72%

Sweet Rosie O'Grady (Col) 52.72%

Miss Nobody (FN) 52.66%

The Return of Peter Grimm (Fox) .52.66%

Subway Sadie ,FN) 52.63%

The Palm Beach Girl (Par) 52.42%

Her Big Night (U) 52.20%

Stranded in Paris (Par) 52.04%

Kosher Kitty Kelly (FBO) 51.95 %

The Prince of Pilsen (PDC) 51.60%

Variety (Par) 51.53%)

The Strong Man (FN) 51.46%

The Greater Glory (FN) 51.36%

Stepping Along (FN) 51.35%

The Blue Eagle (Fox) 51.26%

Say it Again (Par) 51.15%

Aloma of the South Seas (Par) 51.10%

Altars of Desire (MGM) 51.09%

Tumbleweeds (UA) 51.07%

Spangles (U) 51.00%)

Sparrows (UA) 50.95%

Bred in Old Kentucky (FBO) 50.90%

Combat (U) 50.80%

Outside the Law (U) 50.60%)

Tin Gods (Par) 50.56%

The Arizona Streak (FBO) 50.53%

The Still Alarm (U) 50.38%

The Wanderer (Par) 50.36%

Whispering Wires (Fox) 50.33%

Hogan's Alley (WB).... 50.25%

Mare Nostrum (MGM) 50.22%

Prisoners of the Storm (U) 50.13%

Eagle of the Sea (Par) 50.04%

The Ice Flood (U) 50.00%

You Never Know Women (Par) 50.00%

The Brown Derby (FN) 49.90%

Padlocked (Par) 49.88%

Pals in Paradise (PDC) 49.83%

The Million Dollar* Handicap (PDC) 49.82%

The Show Off (Par) 49.73%

One Minute to Play (FBO) 49.66 %

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

The Runaway Expres (U) 49.25%

So’8 Your Old Man (Par) 49.05%

The Adorable Deceiver (FBO) 48.63%

Faust ( MGM ) .. 48.60%

Whispering Smith (PDC) 48.45%

'The Potters (Par) 48.30%

Battling Butler (MGM) 48.16%

Her Honor the Governor (FBO) 48.11%

Syncopating Sue (FN) 48.09%

The New Commandment (FN) 48.08%

Love ’Em and Leave ’Em (Par) 48.06%

Paradise for Two (Par) 47.94%

Wedding Bills (Par) 47.36%

Desert’s Toll (MGM) 47.33%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (MGM) 47.15%

Dancing: Mothers (Par) 46.90 %

Wet Paint (Par) 46.81%

There You Are (MGM) -46.77%

Mismates (FN) 46.20%

New York (Par) 46.10%

Out of the West (FBO) 46.09%

Take it From Me (U) 45.86%

The Silent Lover (FN) 45.40%

The Border Sheriff (U) 45.00%

The Cat’s Pajamas (Par) 44.93%

Just Another Blonde (FN) 44.36%

The Marriage Clause (U) 44.35%

The Blind Goddess (Par) 43.88%

Blonde or Brunette (Par) 13.50%

The Duchess of Buffalo (FN) 43.46%

A Little Journey (MGM) 43.46%

The New Klondike (Par) 43.27%

Fine Manners (Par) 43.14%

Partners Again (UA) 42.87%

Ladies at Play (FN) ; 42.75%

Bardelys the Magnificent (MGM) 42.73%

The Mystery Club (U) 42.18%

La Boheme (MGM) 41.95%

Midnight Lovers (FN) 41.85%

Held by the Law (U) 41.81%

The Love Thief (U) 41.72%

The Canadian (Par) 41.56%

Special Delivery (Par) 41.40%

Blarney (MGM) 41.38%

Hold that Lion (Par) 41.25%

The Old Soak (U) 41.06%

The Wise Guy (FN) „ 40.92%

Fascinating Youth (Par) 40.89%

Kiki (FN) 40.70%

A Kiss in a Taxi (Par) 40.70%

Midnight Lovers (FN) 40.66%

Miss Brewster’s Millions (Par) 39.73%

Bigger than Barnums (FBO) 39.53%

Everybody’s Acting (Par) 38.87%

The Ace of Cads (Par) 38.66%

Steel Preferred (PDC) 38.36%

Perch of the Devil (U) 37.85%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (FN) 36.33%

The Amateur Gentleman (FN) 35.50%

The Great Gatsby (Par) 35.33%

The Magician (MGM) 34.42%

You’d be Surprised (Par) 34.23%

Exit Smiling (MGM) 33.50%

Don Juan’s Three Nights (FN) 30.80%

Pals First (FN) 28.66%

66

EXHIBITORS HERALD

November 26, 1927

CHICAGO PERSONALITIES

■■= By W. W. ===

THE Film banquet and frolic, held last Friday evening at the Stevens
hotel under the auspices of the Chicago Exhibitors Association
and the Film Board of Trade, was a success from every angle. It
will be talked about for many, many days and nothing but good can be
said about it.

In the first place it gave a lot more than
you had been led to expect, which is always
delightful. The entertainment was excel-
lent, the music was great, and above all
the jolly good fellowship sent everyone
home in a happy frame of mind.

There wasn’t a dull spot in the whole
evening. There was something happening
every minute, and it all gave one the im-
pression of being at a three ring circus.
The turnout was good, too, there being
between five and six 'hundred people pres-
ent. If my figures are correct, the Fox
and F. B. O. exchanges shared honors in
having the most guests present, each being
represented by 32 people.

The outstanding events of the frolic
were the showing of the “Sloppy Topics
of the Day,” and the Fox Comic News.
The Topics of the Day, written entirely
by Nat Wolf, was the latest and the last
word in wise-cracking jokes on many of
the film boys and Chicago exhibitors. And
the Fox Comic News was just as big a
wow. Probably never before has such a
newsreel been seen. Clyde Eckhardt
furnished the pictures and did the cutting
and Joe Abramson wrote the titles.

Jimmy Henschel’s Orpheum Syncopators
played from seven until 12 and Dan Ruso
and his Palace theatre orchestra furnished

the music for the rest of the evening. The
acts, all of which were headliners, were
as follows : Mell Klee, courtesy Orpheum
Circuit ; Mark Fischer, courtesy, Balaban
& Katz ; Share Sisters, courtesy H. Schoen-
stadt; Bob Miz, formerly from “Lucky,”
courtesy Rex Larwbad; Alexander Carr,
courtesy Orpheum Circuit; Happiness
Boys, courtesy Balaban & Katz ; Ted Leary,
courtesy Cooney Brothers ; Auriole Craven,
courtesy Cooney Brothers; Jerry, courtesy
Balaban & Katz ; and Joe Herbert, courtesy
Balaban & Katz.

Nat Wolf was master of ceremonies and
no small share of credit goes to him for
the wonderful way in which the affair
was handled.

Yes, sir, it was a fine affair, and, without
doubt, will prove a fine thing for every-
body in the business.

* * *

Jimmy Gillick says that the Pathe boys
have signed up 92 per cent of all Chicago
theatres to show Pathe short features dur-
ing this week, which has been set aside as
Rally week for Pathe shorts. Gillick says
this is a darn good record to shoot at, and
I believe anybody will agree with him.

* * *

Last week was “Joy Week” at the Uni-
versal exchange. Large cut-out signs scat-

tered over the office proclaimed the fact.
Just what “Joy Week” is, no one seemed
to know exactly, and I couldn’t find the
bird who hung up the signs.

* * *

C. E. Maberry and Fred Aiken of Pathe
journeyed to New York last week on busi-
ness. These two boys succeed in seeing
quite a bit of the country. If they are not
in Indianapolis, it’s Milwaukee or Minne-
apolis, and this time it’s New York.

* * *

H. O. Duke, of the physical department
of Pathe, and E. O. Brooks, head of the
Pathe serial department, were in town last
week.

* * *

W. C. Spanuth, who owns the Jefferson
theatre, opened his new Lyda theatre on
Thanksgiving. It is located at Cicero and
Lake streets. He has booked the F B O
products 100 per cent for his new theatre.
* * *

Joseph Schnitzer, vicepresident of F B O,
was in Chicago Thursday, and while here
held a sales meeting at the exchange.

* * *

Twenty-four hours after the Pittsburgh
explosion rocked the city and scattered
desolation for miles, pictures of the dis-
aster were shown on the screens of Chi-
cago theatres. It was the Daily News
Screen Service that made this fine scoop.
* * *

Clare Foley, the popular Film Board
secretary at Pittsburgh, recently spent a
pleasant day with Tess Heraty.

* * *

Clyde Quimby from Fort Wayne, Ind.,
was a recent Chicago visitor, and while
here he purchased an Orchestraphone for
his theatre.

* * *

Although Thanksgiving has passed, and
thousands of turkeys have gobbled for the
last time, we hope that everybody had a
fine holiday, and that you all had a lot to
be thankful for.

* * *

Max Astrahan will begin in February
the erection of a theatre at Armitage and
Kimball avenues, it has been announced.
The theatre will seat 990 patrons and will
be of moderate price. It is expected that
the house will be leased to an exhibitor of
prominence in Chicago.

* * *

It is reported that Archie Spencer, for-
merly with Great States, is forming an
independent theatre circuit of his own. He
has already acquired an interest in a num-
ber of small, downstate theatres.

* * *

Ascher Brothers recently sold their in-
terest in the Forest Park theatre to A. J.
Cooper. Cooper was formerly a theatre
owner of La Crosse, Wis.

„ SUPER ACTION PICTURES opretent M

ONE MINUTE TO GO

oimcrti »r

FRED J. BAISHOFCR

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WILLIAM BARIT

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VERA

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For Illinois

GRE1VER PRODUCTIONS

83 1 SOUTH WABASH AVE.,
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.

OF INDIANA

218 Wimmer Bldg., Indianapolis

Programs

prepared by us
get the public
interested in
your shows.

Let tie send you
some samples.

THE NATIONAL

PROGRAM 0 PRINTING Oa
729 So. Wabash Ave. • Chicago

The First Requisite

The first requisite of a good
performance is consistently high
screen quality in the pictures
you show.

Specify Eastman film for all of
your prints and look for the
words “Eastman Kodak” in the
margin of each reel. Then you
can be sure that you are getting
the finest photographic quality
obtainable in motion pictures.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

A view of the- imJ>osi
entrance to the vast Met
Goldivyn'Mayer Studj

THE BUSIEST
STUDIO OF ALL!

Forthcoming Box 'Office Hits from the
Big 'Time Stars of Metro'Qoldwyn'Mayer

JOHN GILBERT

has completed his great pic-
ture of life and love in the
high political circles of
Washington. Soon: “Man,
Woman and Sin.”

NORMA SHEARER

is completing “Her Bridal
Night,” a box-office story in
which she plays the role of a
young travelling sales-

woman. Another “His Secretary!”

tery film.

LON CHANEY

is completing“London Aft
Midnight.” He plays t
part of a Scotland Yard c
tective in an absorbing ny

MARION DAVIES

under the direction of King
Vidor, genius of “The Big
Parade,” has completed
“The Patsy,” a marvelous
comedy based on the stage play.

GRETA GARBO

in her forthcoming picture,
“The Divine Woman,” plays
a country girl who becomes
a great actress. A perfect
Garbo vehicle.

studios.

RAMON NOVARRI

will soon appear in his me
romantic picture called ‘T
Night,” which is neari
completion at the M-G-

WILLIAM HAINES

in “West Point” is a picture
of which exhibitors may ex-
pect great things. Another
“Tell It to the Marines” and
“Slide, Kelly, Slide” for Bill Haines!

ROSE-MARIE

is at a stage of production
where it may safely be pre-
dicted this great special will
be an outstanding picture of
the year. Joan Crawford as “Rose-Marie. ”

TIM McCOY

is working on “Spoilers of
the West,” which advance
reports declare is his best
outdoor subject since “War

Paint.”

Rookies.”

DANE- ARTHUR

will shortly greet'their laugh-
loving public with “Baby
Mine,” which observers
declare is even bigger than

JACKIE COOGAN

is engaged on a new big p
ture, “Buttons,” in which
plays a heroic page-boy <
a trans-Atlantic liner.

CODY-PRINGLE

have established themselv
with “Adam and Evil” ai
“Tea for Three.” Their ne
one is “Mixed Marriages

THE COSSACKS

starring John Gilbert, is now
the talk of Hollywood for it
promises to be one of the
most dashing romances of
our day. With Renee Adoree.

COSMOPOLITAN

will soon be represented by
“The Lovelorn,” based on
Beatrice Fairfax’ famous
syndicated column. With

Sally O’Neil.

A DOG STAR

picture that is absolutely d
ferent is “Under the Bla
Eagle ” in which “Flash
the miracle dog, plays
German army dog. Thrilling!

METRO -GOLDWYN- MAYER

The Life of the Party

SECTION 2

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XXXI, No. 11

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November 26, 1927

The New Marbro Theatre, one of Chicago’s
most magnificent cinema palaces, represents
another impressive milestone in the career
of the Marks Brothers. Sound judgment and
superior theatre management have character-
ized their advance in the amusement world.
In their progress Wurlitzer Organs have figured
prominently by imparting a new significance
to the interpretation of motion picture

themes. It is noteworthy that for their won-
derful new theatre they considered only
Wurlitzer Organs because of the extraordi-
nary success they had enjoyed with them in
their other theatres. The very creditable
achievement of Wurlitzer in producing an
organ of finer tone, greater volume and wider
variety of effects than any other organ has led
directly to world leadership in the organ field.

WuruTzer ORGANS

REG U S PAT OFF W*

Factories: North Tonawanda, N. Y.

NEW YORK CHICAGO

PITTSBURGH DETROIT

CINCINNATI CLEVELAND LOS ANGELES

BUFFALO SAN FRANCISCO KANSAS CITY

November 26, 1927

EXHIBITORS HERALD

3

The Simplest, most Accurate

and Reliable change-making device

EVER PERFECTED /

Standard Equipment

By Nationally Known Theatre Chains
Such as

PUBLIX THEATRES CORP.
BALABAN & KATZ

Recent Installations of Coinometers

New Denver Theatre, Denver, Colorado
New Fort Theatre, Fort Worth, Texas
New Lawndale Theatre, Chicago, 111.
New Orpheum Theatre, VancVer, B. C.

By pressing one key only — the price of the ticket — auto-
matically delivers the correct change direct to customer —
without mental calculation.

No delay at ticket .window — No shortchanged patrons.
The Model “D” subtracting keyboard Coinometer elim-
inates mental calculation and physical selection of coins.

Machine force has taken the place of human effort.
Brains relieved from routine work for constructive work.

A double swiveled chute delivers the coins. Chute can be
placed on either right or left side at any angle.

The steadily mounting number of individual installations,
indicates the Coinometer’s supremacy.

Price $100.00

WE GIVE MORE AND
CHARGE LESS. DON’T
TAKE OUR WORD-
ASK THE MAN WHO
OWNS THEM.

IV rite today for demonstration

Henry C. Forster Co.

1615 South Michigan Avenue
CHICAGO ILLINOIS

GUARANTEE

TEN YEARS
UNCONDITIONAL

GUARANTEE

4

BETTER THEATRES SECTION OF November 26, 1927

The Latest Creation
In Stage Construction

By the Staff of Peter Clark , Inc.
The Capitol Theatre

NEW YORK CITY

has been equipped with

A STAGE composed of sections which move in all directions
— forward, backward, upward, downward — each operating indi-
vidually, or as a unit.

m

A stage which is composed of nine movable parts — four elevat-
ing sections operating individually; three movable truck plat-
forms for pre-setting acts underneath the stage, which are
raised to the stage level by a double decked elevator; a high
movable bridge spanning the entire stage; and a system of
tracks for moving the platforms into any positions on the stage
— all electrically operated and automatically controlled by push
buttons.

The Capitol installation has also a separate lift each for the
entire orchestra, the organ, and the piano. The piano lift, which
arises in the centre, is so arranged that acts may be presented
on its platform in front of the curtain.

Included among the new equipment is a new and complete
counterweight system.

The same genius which worked out the stage construction prob-
lems for this theatre, and which has to its credit the installation
of stage equipment of practically every leading theatre in the
country, is available to work out the problems for your theatre.

Peter Clark, Inc*

534-546 West 30th St. New York City

Moslem Design in the Theatre — P* 9

CHARLES B. O’NEILL
Advertising Manager

ALBERT W. RANDLE
Eastern Representative

A monthly supplement of Exhibitors Herald, published for the information
and guidance of theatre owners in matters of theatre construction, opera-
tion and equipment and to promote the ideal of greater and finer theatres

HARRY E. HOLQUIST
Editor

JAY M. SHRECK
Managing Editor

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

S6S Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray
Douglas Hodges,

Editors, The Studio

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

The successful theatre today is the
one that pays strictest attenion to
its physical features. Cinema pa-
trons demand more than pictures.
They must be given every degree of
comfort, convenience and atmos-
phere.

To the enterprising exhibitor Better
Theatres each issue presents numer-
ous ideas and suggestions for in-
creasing profit through better pub-
lic service and management.

SUBSCRIPTION RATES

United States and possessions —

$3 per year.

Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

BETTER THEATRES begins in this issue a series of articles re-
lating to Old World architecture and its application to the mo-
tion picture theatre; In the next issue of “Better Theatres” Will
Whitmore will present the outstanding characteristics of Egyptian
design.

YOUR Everyday Problems has its inception in this issue of “Bet-
ter Theatres”; This new department is the outgrowth of a sur-
vey to determine the most likely emergencies confronting exhibitors;
This department will be an open forum for a discussion of operating
problems.

FRANK ARCHER in this issue concludes his series of articles on
theatre emergencies; In this series the writer has set forth spe-
cific instances and related how these problems were solved by the
theatre owner and his staff; A file of this series might be advisable.

ATIONAL Theatre Supply Company
obtains Orchestraphone for distribu-
tion; Instrument is successful in its pres-
entation in Chicago; Records can be cued
to accompany any picture; Library of rec-
ords covers nine classes of music.

QVER-HEAD air-conditioning system is
installed by the Reynolds company
in the new Universal theatre in Brooklyn;
This house was designed by John Eberson
and is of the atmospheric style, the first of
its kind in the East.

| NDIANA theatre' clamps lid on gossip
mongers by carrying full page adver-
tisements in the local newspapers; Rumors
had been maliciously spread regarding the
safety of the house; Building experts, how-
ever, declared house was safe.

J^IMO theatre, Albuquerque, N. M., is
opened; This new and unique theatre
is of Indian design Poor Reels are Un-

economical and should be guarded against,
says projectionist- — Reynolds Electric Com-
pany creates moderate priced flasher.

6

BETTER THEATRES SECTION OF November 26, 192 7

memca s <WW inesi
lid! it C^Jcth'ons at fli
ocl tester f

rgan

cl tester

Iteatre

W HEN you enter this magnificent Rochester
Theatre, Rochester, N. Y., you will be greeted by
the incomparable tones of a Marr and Colton
Organ, universally recognized for its supreme
tonal qualities.

In this theatre is placed one of the largest organs ever built — a five-manual
instrument, which is the supreme effort of those two master organ builders,
David Marr and John J. Colton.

J@ok

arr ana v oitoii

AMERICA’S FINEST ORGAN

IX

on

t/is to cJ)m Id

This massive organ required six months to
build. It is so arranged that the tone may be
regulated from a mere melodious whisper to
the full martial volume of a band. In it are
hundreds of pipes, miles of wires and thou-
sands of electrical switches, controls and stops,
to bring various tones into play.

(Console C rectecl on wPlatjorm

The organ console is erected on an elevated
platform which is raised and lowered by push-
button control operated by organist. This
brings organ into view during solo numbers
and out of view during pictures.

HEAR THIS FAMOUS ORGAN — -
THE INSTRUMENT WHICH PROVIDES UNMATCHED
TONES FOR THE SILVER SCREEN

Let us make a careful analysis of your musical problems. Thus you ivill
secure intelligent application of all that is practical and beautiful in
or^an building and installation. Write for catalogs and free estimate

ie V/ / iarr and w ollon v o7 QOarsaw, Qt Qj.

NEW YORK OFFICE

CHICAGO OFFICE

November 26, 1927

EXHIBITORS HERALD

7

tPerfect Illumination Control Jot the 'Modern cTheater

Select
Dimmers
this way ^

Dimmer plates

should never
burn out. C-H plates
are of solid insulat-
ing material, with
high heat dispersion
qualities and great
continuous load ca-
pacity. They don’t
burn out.

Fading should be
flickerless from full
brilliancy to black
out. C-H Dimmers
have 1 10 distinct
steps with no over-
lapping of contacts. Low ratio rack
and pinion drive eliminates play
and back lash — a further guarantee
of smooth fading and crescendo.

Dimmers should be compact, eco-
nomical of space, and adaptable
to all theaters and remodeling
schemes. C-H Dimmers have
contacts on both sides of plates
— twice as many circuits in
the same space. Plates are
taken out by removing one
screw. Plates of any ca-
pacity are interchange-
able.

Nvp

CUTLER HAMMER

JUST a picture isn’t enough to crowd your theater consistently. Your
patrons want a chance to live the story — its romance and adventure.

Lighting effects, harmonizing with the spirit of the presentation, im-
proving it, give your patrons a better chance to escape from their every-
day selves. They leave your theater resolved to come again.

With C-H Simplicity Dimmers, crescendo and fading of light is
smooth as nightfall. Likewise, any color effect is easily arranged.

And the cost of operating C-H Dimmers, the ease of installing
them in any theater regardless of size or scheme of decoration
make them a logical improvement to your theater.

Consult your architect or electrical engineer about it. And write
for the booklet “Illumination Control for the Modern Theater”.

The CUTLER-HAMMER Mfg. Co.

Pioneer Manufacturers of Electric Control Apparatus
1237 St. Paul Avenue
MILWAUKEE, WISCONSIN

8

BETTER THEATRES SECTION OF November 26, 1927

"COR this handsome Hartford house, chair OC 421, a popular Heywood-
Wakefield design, was selected. This luxurious theatre seat has a full
upholstered back and a deep, comfortable spring seat. The aisle light stand-
ard was finished in black and high-lighted with gold. The orchestra and
balcony chairs were upholstered in blue and the loge chairs in red mohair.

Throughout the country Heywood-Wakefield chairs are more and more in
demand by independent and chain exhibitors. Publix Theatres Corpora-
tion recently purchased over 40,000 Heywood-Wakefield
chairs. The Orpheum circuit has ordered or already in-
stalled our seats in ten new houses. These are but two
examples of theatre exhibitors’ confidence in Heywood-
Wakefield theatre seats.

If you have not yet received a copy of our Theatre
Seating Catalogue, write for it.

THEATllE SEATING DIVISION SALES OFFICES

Baltimore, Maryland
Boston, Massachusetts
Buffalo, New York
Chicago, Illinois
Detroit, Michigan
Kansas City, Missouri

113 West Conway St.

174 Portland St.
Wells and Carroll Sts.
439 Railway Exchange Bldg.
404 Film Exchange Bldg.
1310 West 8th St.

Los Angeles, California
Minneapolis, Minnesota
New York, New York
Philadelphia, Pennsylvania
Portland, Oregon
St. Louis, Missouri

San Francisco, California 737 Howard St.

801 East 7th St.
357 Loeb Arcade
516 West 34th St.
244 South 5 th St.
148 North 10th St.
6th and O’Fallon Sts.

November 26, 1927

EXHIBITORS HERALD

9

A Persian mosque possessing both the bulbous dome
and the slim cylindrical minarets so characteristic
of most Moslem architecture. The Arabic lettering
around the entrance is used extensively for both
interior and exterior. Notice the geometrically de-
signed decorations o f the walls and the flowery
design on the dome. These designs made of brightly
hued tiles give Moslem architecture a beauty of
decoration rarely excell ed.

With very few changes this Persian mosque would
make a beautiful theatre front. From such designs
as are seen on either side of the entrance door has
originated our work “ arabesque Here again is
an example of the use of Arabic letters for design.
From these tall minarets a Moh ammedan priest each
day calls out his prayers, from which has come the
phrase, “ the voice from the minaret .' The pointed
arches are typical of Moslem architecture.

Moslem Architecture as Applied

WITH the advent of deluxe motion
picture palaces, a new interest
has been kindled in architecture
not alone for the architects but for mo-
tion picture exhibitors and the public as
a whole. The demand for the unusual,
the bizarre and the beautiful has even
produced a new type of theatre con-
struction, the atmospheric theatre.

In the construction of theatres today
it is the aim to produce an atmosphere
absolutely foreign to the everyday life
of motion picture patrons. Theatres are
designed to transplant the patron from
his drab surroundings into an atmosphere
of restfulness, beauty and charm, where
he can for a time forget the cares of
the day and enjoy to the fullest the the-
atre’s program.

Many styles and types of architecture
have already been used in theatre con-
struction and still the search goes on.
And it is to the architecture of far away
countries and of past ages that the archi-
tects are turning for inspiration. Coun-
tries and races of people that today have
little influence in our everyday lives, de-
veloped types of architecture and con-
structed buildings, many of which still
stand, that serve ideally as models for
present day theatre construction.

Whether the exhibitor intends building
a new house or not, he is interested in
theatre construction. He wants to know
something about different forms of ar-
chitecture, and be able to understand and
appreciate the new theatres that are be-
ing erected all over the country.

A city or town is judged just as much
by its architecture as it is by its inhab-
itants, and the theatres of a city form an

to Theatres

This is the first of a series of
exhaustive articles on various
periods of architecture suggest-
ing their possibilities for use in
present day theatre design.

By

WILL WHITMORE

important part of its architectural whole.
It has been said with truth that “archi-
tecture is the printing press of all ages,
and gives a history of the state of soci-
ety in which it was erected.”

Thus the man who erects a theatre in
his town is helping to record the social
status of his community. There is more
to be considered in the building of a
theatre than the box office requirements
alone. To no small extent, a town is
either praised or condemned by its thea-
tres. It should be the aim of every thea-
tre builder to erect a structure that is
in keeping with the spirit of his town,
a building that will be in harmony with
the city as a whole, and one that will add
distinction and be a credit to the com-
munity.

It is the purpose of this article and the
ones that are to follow to touch upon
the different types and styles of archi-
tecture, giving briefly their characteris-

tics and dominant features with the hope
that here and there a little information
will be given that will be of use and help
to theatremen.

Just suppose you were contemplating
building a new theatre. How would you
determine what style of architecture to
use? You would consider your patrons,
the kinds of material available for use,
the climatic conditions of your region,
and even the historical background of
your communitly.

Thus if your patrons were composed
of the working class, you would choose
a style of architecture and decoration
different from that which you would
choose to appeal to the wealthy class.
If there happened to be a brick kiln in
your city, you would be more likely to
use brick than some other material.
And if a certain style of architecture
was in harmony with the historical back-
ground of your community, you would
want to use that type of architecture,
very likely.

The architecture of any country or race
is the result of just such factors, and to
understand any type of architecture
these factors must be considered. The
elements that influence the style of archi-
ture of a country or race are usually
listed as the geological, geographical,
climatic, religious, social and political,
and historical.

For this article Moslem architecture
has been chosen. This is the architecture
of the Mohammedans, and is known un-
der many different names, and is seen
in widely varied forms. We have chosen
this architecture because it probably

10

BETTER THEATRES SECTION OF November 26, 1927

contains more inspiration for the modern
theatre builder than any other type.

In the first place there is about things
Far Eastern a spirit of mysticism, of ro-
manticism, the unique, bizarre and un-
usual. We have all been brought up on
the tales of the Aribian Knights. That
atmosphere of illusion, grandeur and un-
reality that is strived for in theatre con-
struction is the very essence of every-
thing Far Eastern.

Also Moslem architecture probably
offers the architect greater scope for
his decorative art and it offers the de-
signers better opportunity for colorful
design than any other form of archi-
tecture. Design and decoration came
before construction in most of Moslem
architecture. Moslem architecture has
already been used extensively by theatre
architects and marvelous theatres have
been constructed with this type at least
as a basis. Probably the greatest use and
the best interpretation of Moslem archi-
tecture in theatre construction can be
found in the Avalon theatre, one of the
latest showplaces of Chicago. It is an
atmospheric theatre, designed by John
Eberson, and is Persian (Moslem archi-
ture) to the last detail.

Moslem architecture is particularly the
architecture of the early Arab con-
querors in Syria and Egypt, of the Moors
in Spain, of the Persians, of the Mo-
hammedans of India, and of the Turks.
These five divisions comprise all that is
important in Mohammedan architecture,
and the ninth and tenth centuries were
the most brilliant of Moslem civiliza-
tion.

The Moslems were a roving, warlike
people, who spread their influence from
Spain to India, and their influence on
architecture can be seen upon all the
countries in between. At first they de-
veloped no specific type of architecture
of their own. Their religion was partly
to blame for this, for the Mohammedans
need no special place to pray. The one
thing that is required of them is to face
East when they do pray.

But the Mohammedan religion is the
cause for some very definite characteris-
tics in their architecture. The mosque
is usually the most pretentious building
in a Mohammedan city, lying in the cen-
ter of the town. And the minaret is one
of the chief characteristics of all mosques.

Walter Young (left), owner of the
Strand at Farmington, N. H., talks
it over with Representative Snider of
Pathe. (H. E. N. Photo.)

It is the Mohammedan custom for the
time for prayers to be called out from
the mosque. A high place was needed
so that the voice could be heard through-
out the city, hence the minaret was de-
veloped, being a tall slender tower that
reaches high above all other parts of the
mosque.

Underlying all the specific difference
between the five styles mentioned above,
due partly to the racial distinctions be-
tween the Semetic Arabs, the Moors, the
Tartars or Turanians, Turks and the
Aryans of Persia and India, and partly
to local environment, there are certain
characteristics common to all. Moslem
art is preeminently Asiatic in its decor-
ratice spirit, delighting above all in su-
perficial ornament of minute elements,
and in brilliant colors broken up into
small units mingling harmoniously over
broad areas. In this connection the use
of Arabic letters in a decorative way
should be noted. This type of decora-
tion is used extensively in the Avalon
theatre in Chicago. In general the deco-
rative prevails over the constructive
spirit; but this predominance is not uni-
versal, and in Persia, Trukey and India
there are many monuments worthy of
comparison on the structural side, with
the finest contemporary works of Chris-
tendom.

Pictorial art and sculpture have no
place whatsoever in Mohammedan archi-

tecture, not because of any hieratic pro-
hibition, but because of a general aver-
sion to forms of art associated with
idolatry.

In the native country of the Arabs
there is little architecture of importance.
When as conquerors under the first
Caliphs they had occupied a large part
of Syria, Egypt, Persia, and other coun-
tries, an architecture took shape which
is called by the French “Architecture
Arabe,” but this contains very little in-
digeneous character, and is almost wholly
the work of Byzantine or Persian artists
working for their new masters. The
most important buildings of the style are
in Cairo and Damascus.

The Arabic decorators developed a
marvelous system of geometric decora-
tion, in which an intricate interlacing
network of lines proceeding from vari-
ous star centers, formed the dominant
motive.

Whether the stalactite ornamentation
so characteristic of Arabic, Persian, and
Moorish design, and to some extent
found in Turkish and Indian architecture,
was primarily of Arabic or Persian origin
is a disputed question. There is no ques-
tion, however, as to the origin of the
Moslem system of decorative inscrip-
tions; it originated with the Arabs in
Egypt and served as a substitute for a
pictorial symbolism. From Egypt it
spread to North Africa and Spain, and
also to Persia where it was executed in
colors on tiles instead of being stamped
in stucco or carved in stone. These
decorative inscriptions are rare in Turk-
ish architecture.

The Egypto-Arabic style employs al-
most exclusively the pointed arch, nearly
equilateral, the pointed dome externally
decorated in relief, and the square or
polygonal minaret in diminishing stages.
Its buildings are usually of moderate
scale though often covering large areas;
stalactite decorations, geometric panel-
ing, inlays and vestments of colored
marble abound.

The Moorish style is characterized by
the horse shoe arch, often cusped; by
the general absence of domical or vaulted
construction and of lofty features; and
by a showy system of internal decora-
tion in stamped plaster and mosaics of
( Continued on page 49)

A Persian college in which the minarets and dome are again used. The almost exact similarity of architecture
may he seen in all three buildings pictured on these fiages. Many of the hull dings were constructed of brick
and sand stone, with colored tiles used for decoration. Marble was used, but mostly in small pieces which
often was stolen from countries conquered by the Moslem tribes.

11

November 26, 1927 EXHIBITORS HERALD

Keeps Flashlight Handy
for Emergency Purposes

Replying to your letter in regard to emergencies will say,
the first and what I consider the most important is. What to
do when your house goes dark, for I think of the people’s
safety first, last and all times and I always keep a strong
flashlight within one step of the ticket taker, who is most
always myself. Since 1914 I have had to use it two times
only with a crowded house each time so you might know I
have let quite a few dry batteries die a lingering death.

The first time a wind storm hit the town and wires were
down in a second and my flash was on the next and I started
talking at the same time. People walked out slowly and all
had quite a laugh. The next time the foreman of the light
plant rushed in and said, “I have to cut you off in five minutes
and you will be out of juice for half an hour.” This gave me
time to make a little talk and they all stayed.

But I believe in being prepared and careful in everything
around the showhouse and since 1914 we have not burned
up one foot of film or had any money to pay out for damages.
You might say luck, but I say it is being careful. — JULIUS
W. SCHMIDT, Grand theatre, Breese, 111.

Extemporaneous Speech Is
Solution of This Problem

“What’ll I do?” was one of the most popular songs ever
published ; it is also one of the most frequent questions that,
rears itself before a motion picture theatre. Something hap-
pens during the performance, and quick thinking is required
of the exhibitor. “What’ll I do?” the exhibitor asks himself.
His reputation as a showman depends upon what he does.

“What’ll I do?” a small town exhibitor recently asked him-
self when an electrical storm threw his theatre in darkness
and cooled his arc in the midst of a performance. What
would you do?

This exhibitor had a small table put on the dark stage, and
on the table he put a candle. The candle threw weird shadows
and lights over the theatre, and cast an eerie light upon tjie
face of the exhibitor standing behind the table. And then the
exhibitor began to talk in a voice that matched the ghostly
atmosphere of the theatre.

He had been one of the soldiers in the Spanish American
war that helped to route Aguinaldo out of his jungle retreat in

( Continued on page 00)

It May Happen to You!

THE preceding article on “Safeguard-
ing the Life and Comfort of Your
Patrons,” appearing in the October 29
issue of Better Theatres, gave some ex-
amples of theatre emergencies in connec-
tion with fire and pointed out how fire
drills and other precautions have protected
the lives and insured the comfort of thea-
tre patrons regardless of the circumstances.

In this issue emergencies other than
those associated with fire will be discussed.
In all of the larger theatres and in many
of the smaller ones some of these prob-
lems must be solved daily. It is much
easier, and ultimately more profitable, for
you to meet these more or less frequent
occurrences properly than it is to realize
that unnecessary excitement and perhaps
injury was caused because the right
method was not used at the critical mo-
ment.

“YOUR EVERYDAY PROBLEMS” is
a new forum beginning in this issue for
the statement, discussion, and solution of
problems that are directly connected with
your service department. Your questions
and discussions are cordially solicited.

Subjoined is a continuation of last
month’s article, citing emergencies both
serious and minor:

and such causes may require a great deal

Disturbances

A general disturbance which is caused
by some exciting local occurrence can be
quieted quickly by removing the cause of
the trouble. This should be done in order — -
L To eliminate unnecessary additional
excitement and interruption of the per-
formance, and

2. For the welfare of the patron.

Of course there are numerous times
when it isn’t easy to remove the cause,
and such cases may require a great deal
of tact and diplomacy. As an example :
A woman in an audience suddenly groaned

This is the concluding arti-
cle m this series describing
actual emergencies in thea-
tres.

By

FRANK ARCHER

With the conclusion of this se-
ries is inaugurated “ Your Every-
day Problems.” This publication
invites your sincere co-operation.

and fell over in her seat unconscious. Her
husband who was with her immediately
cried, “Water! Water! Bring some wa-
ter!” The two ushers nearest immediately
went to the man’s assistance with the idea
of carrying the woman to the women’s
rest room, but the man violently refused to
allow them to touch her. By this time
everybody had been aroused and patrons
were getting up in their seats in order to
see what it was all about. It was only
after the man finally consented to carry
her out himself that the ushers were able
to get everyone interested in the film again.
The woman had only fainted and was soon
revived.

There might have been even more seri-
ous trouble in this case if the ushers had
insisted on her immediate removal, or if
the man had become more hysterical than
he was.

Fainting

In most instances, persons who have
fainted are carried out so quietly and
easily few ever know about it. Parenthe-
tically, it might be said here that wher-
ever people gather in large crowds
fainting is more or less a common occur-

rence and very few people understand or
are capable of administering simple first
aid treatment.

Know Your Stuff — Which
Includes First Aid

When persons fall unconscious

1. They should not be handled roughly
as they may be seriously stricken.

2. They should be removed to a quiet
lounge and place in a prone position, with
their head slightly lower than the rest of
their body. Don’t stand them up or hold
them in a sitting position.

3. See that they get plenty of fresh
air. Smelling salts or aromatic spirits of
ammonia may be held to their nose.

4. If their face is white, bathe or splash
it gently with cold water, taking care not
to let the liquid enter the nostrils or
mouth.

5. Straighten them out and loosen all
tight clothing, as shoes, garters, belts, ties,
and collars.

6. If they have not responded by this
time to the treatment given, or if their
face is considerably flushed call a doctor
immediately.

A first aid cabinet for emergencies
should contain the following:

1. A strong emetic.

2. A weak emetic.

3. Cathartics.

4- 1 2" and 3" gauze bandages.

5. Yi” and 2" adhesive tape.

6. Vaseline or Unguentine.

7. Iodine.

8. Safety pins.

9. Cotton.

10 Scissors.

11. Alcohol.

12. Forceps.

Fits . The only thing to do should a
patron have an epileptic fit are to —

1. Remove them from the auditorium.

2. Keep them from injuring themself
and others by hitting or kicking.

3. Stuff something into their mouth, to
keep them from biting their tongue.

In case of death —

1. Remove the body.

(.Continued on page 16)

12

BETTER THEATRES SECTION OF November 26, 1927

Truly American Architecture

Pueblo treatment of theatre design as afifihed to the K.1NL0, designed by Boiler Brothers
and just opened in Albuquerque, New Nlexico, by the Bachechi Amusement Company

November 26, 1927

EXHIBITORS HERALD

13

Indian Design Finds a Place in
Theatre Architecture

KiMo, opened in New Mexico, is one of the country s most unique playhouses

WE speak of American music, Amer-
ican art and literature, of American
architecture — yes, even of the Amer-
ican language, yet after all they are seldom
distinguis'hably American. Are they not
rather European adaptations to the Amer-
ican scene, the creative expressions of men
and women whose spirits, fundamentally
at least, are immigrant? For America is a
New Land, culturally perhaps still to be
developed.

But there was an Old America, the one
the Pilgrims and Spaniards' found, and it is
interesting to see the efforts being made
now and then to adapt the original America
to the European civilization that superseded
it. There was, of course, not much in the
culture of the indigenous Americans that is
adaptable to modern institutions and ideas.
Nevertheless, the Indian has an historical
significance to us of today, particularly the
Aztec and Pueblo to the people of the
Southwest, where in poetry, painting and
especially in architecture, successful at-
tempts have been made to realize that
significance in concrete form.

* * *

One of the newest theatres in the South-
west is such an attempt. The KiMo theatre
in Albuquerque is' perhaps a finer temple
than the Pueblos themselves ever built, yet
it is designed to express the essential Pueb-
lan ideal of beauty. The instructions to
the architects stated that while the structure
was to conform to the demands for every
convenience of the modern theatre, it was
also to remain faithful to Indian principles.

The KiMo — the name in Indian means
figuratively “king of its kind” — is the prop-
erty of the Bachechi Amusement Company
of Albuquerque, for eight years operators
of the Pastime in that city. It was designed
by the architectural firm of Boiler Brothers
of Kansas City and Los Angeles, Carl
Boiler spending many weeks among their
Pueblos of New Mexico, studying their
principles of design and harmony. More
research was necessary to execute in decora-
tions the legends of that ancient people.

White, rectangular, flat-topped, and of a
height equal to three stories, the building
immediately suggests the terraced mountain
homes of the Pueblos. On each side of
the lobby is a shop, while a marquee is
another unpueblan but appropriate part of
the structure. The front exterior columns
are surmounted by massive Indian war
shields and Pueblo symbols are engrossed
on the walls. In the ample lobby, hand-
made tiles with Indian designs line the
walls and floors, and the box office, which
is centered in the entrance, is a replica of
an elaborately decorated Indian tribal khiva.

* * *

Passing through swinging doors', one
finds the foyer further expressive of Pueb-
lan life and spirit. Here, on each side,
broad staircases lead to the mezzanine and
balcony. The former runs the width of
the theatre and contains besides seats, par-
lors and rest rooms. The chandeliers on
this floor are of Indian design, while cere-
monial drums and fire altars decorate the
walls. Above are the balcony and loges,
where the Pueblan motif continues to cast
its unique, ancient American spell.

From the loges the auditorium is visible
almost in its entirety, and in the vista is
blended all the decorative elements into one

By GEORGE SCHUTZ

Pueblan epic. Above the observer, stretch-
ing across the ceiling, four rows of massive
beams' tell in their picture-carvings many a
Pueblo legend. To those who can read
their meaning, war shields, thunder birds,
clouds, mesa, mountains, symbols of the
hunt, dance, ceremonial and of gods por-
tray the myths that many of these ancient
Americans today recite and believe. On
the walls of the auditorium are replicas
of Pueblo sand paintings and other
examples of art, while both ceiling and wall
decorations glow softly under hidden lights,
which revolve through seven shades of
delicate coloring.

On the large asbestos stage curtain is
reproduced the Pueblo village of Acoma.
To create this representation, the designers'
visited the village, studied it in detail, re-
turning with photographs to ensure truthful
retention of their observations.

From the ceiling are suspended two huge
chandeliers, which in themselves reveal an
outstanding phase of the ancient Pueblo
civilization. They are cast in the form of
the Indian farewell canoe in tow of an
eagle. The Pueblo believed that the great

Modern

Installations

The tendency among theatres,
both large and small, throughout
the country is to modernize. Evi-
dence of this encouraging situa-
tion is found in the many instal-
lations of equipment reported by
leading manufacturers.

National Theatre Supply Company
General Equipment

New Avon theatre, Birmingham, Ala.,
complete equipment, including Kilgen
Pipe Organ.

Dixie theatre, Pelham, Ga., new kine-
booth apparatus and screen.

Palace theatre, Manchester, N. H., re-
flector arc lamps and generator.

Garden theatre, Springfield, Mass.,
new kinebooth equipment.

New Carolina theatre, Fayetteville, N.
C., complete projection equipment and
screen.

New Carolina theatre, Greensboro, N.
C., booth equipment, screen and lighting
fixtures.

New Shore theatre, South Chicago,
111., complete kinebooth equipment.

New Ritz theatre, Gary, Ind., complete
contract equipment.

Market Street theatre, Bloomington,
Ind., entire equipment including chairs,
kinebooth apparatus, etc.

Shaw-Hayden theatre, Cleveland, O.,
remodeled; complete new booth equip-
ment.

Reade’s Hippodrome, Cleveland, O.,
new kinebooth equipment.

( Continued on page 24)

bird led the departed spirit to the Happy
Hunting Ground — a cardinal point of his
faith in an after-life. And where two hot
air grills are in the forward walls, one
seems to see only the soft striped texture
of Indian blankets.

But merely as a theatre, the KiMo also
makes a bid for distinction. Witness,
please, these innovations ! High in the bal-
cony, to the right of the projection booth,
is a glass-enclosed chamber called the “cry
room.” Perhaps it could be used for those
emotional patrons who can not withstand
the pathos of the play. However, Messrs.
Bachechi ordered it built for mothers
whose babies are rather bored than affected
by the drama, and whose protestations
would prove disturbing to other patrons.
In the “cry room” the babes may cry to
their heart’s content, while the glass walls
permit the mothers' to have full view of the
stage and screen. To the left of the booth
is a smoking parlor, also glazed in and thus
allowing those who choose, to enjoy the
show over their favorite smoke.

* * *

The KiMo has a total seating capacity
of 1,300, with 850 of the seats on the main
floor. The seats' are designed in the motif,
and each chair is served as a unit by the
ventilating system.

The stage is large, being 56 feet wide
and 30 feet deep, and is completely equipped
for any type of stage show. In the pro-
jection booth is other equipment for stage
effects, such as clouds, storms, lightning,
snow, and-so-on. At the opening a unique
and extremely appropriate presentation was
offered which deserves a brief description.

The first number was an organ feature
entitled “Indian Fantasie,” in which the
organist, F. S. Farney, presented his own
arrangements of Indian melodies. Then
followed a dedicatory stage performance
portraying how the Pueblo tribe of Isletas
named the theatre. The village is awak-
ened by the Sunrise Call and the Indians
take up the first actions of the day, the
building of fires and offer of prayers to the
Sun, the grinding of corn, and the fetching
of water by the maidens. Some of the
citizens chant a tribute to the most sacred
of food-carrying vessels, the basket.

* * 4=

Soon one of the tribesmen returns from
a trip, telling with great wonder of a thea-
tre which is being erected and that it is
to be decorated after the manner of the
Pueblos. He suggests that the tribe show
its appreciation by giving the theatre a
name, offering as his choice the word
KiMo, which means Mountain Lion. The
tribe holds council, and after considering
how KiMo, meaning Mountain Lion, the
king of beasts, also is used to express that
which is extraordinary, it is agreed that
the name KiMo shall be bestowed upon the
beautiful new structure. Songs and feast-
ing follow in celebration, the Navajos bless-
ing the building, the Apaches dancing away
the evil spirits, the Isletas bestowing the
name. This done, the Jemez tribe present
a Thanksgiving Dance in tribute to the
occasion. Indians of the tribes at Albuquer-
que were engaged to dramatize this dedica-
tion, all of them being adept in their native
dances, while several were musicians of
no mean talent.

14

BETTER THEATRES SECTION OF November 26, 1927

Published Every Fourth Week by
Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.

Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications in addition to Better Theatres,
published as supplements to Exhibitors Herald: The Studio, every fourth
week, and The Box Office Record & Equipment Index, semiannual.

Vol. XXXI November 26, 1927 No. 11

Importance of Correct Heating
in Winter

BACK in my baby days, I was taken to church two
times each Sunday, and how I dreaded it, especially
on cold wintry nights! During the first part of the
service, the church was always so warm, it was like walk-
ing in a boiler room. But by the time the preacher was
well into his sermon, the fires were burned low and the
church became as cold as an ice vault. The janitor
thought it was wasting too much coal to keep the fires

BA1ABAN & KATZ CORPORATION

DAILY TEMPERATURE AND HUMIDITY REPORT

THEATRE WEATHER DATE _ l®2

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TEMPERATURE

HUMIDITY

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going until the end of the service. To him it was sinful
to leave a warm church with no one to enjoy the warmth.
You see he was a Scotch Presbyterian.

But since then, I have seen and been in theatres just
like that little church. Last winter a small town exhibi-
tor complained to me that business was terrible during
the winter. I went to his theatre that night, and the
reason for his empty seats was as easy to see as a flapper’s
knee. No two corners in the theatre enjoyed the same
temperature. The theatre was heated by a coal stove on
either side of the house. Around these stoves, the tem-
perature was equatorial, and a few seats from them it
became arctic. Twice during the performance the fires
were allowed to die down. Then a bucket of coal was
thrown into each of them, and the stoves blazed forth
again, making the patrons sitting close to them hunt new
seats. Those who sat more than 10 rows from the stoves

had icy feet, and the ones near the stoves had blistered
faces.

This is an extreme example, of course, but just such
conditions can be found in hundreds of small town thea-
tres. And they are inexcusable. Even with the anti-
quated heating system of this theatre, the heat could
have been more evenly controlled. Had the fires been
built in the theatre an hour or two before the first per-
formance, the heat would have been well circulated over
the house, before the first patron came in, and then a
slow burning stove would have kept the temperature the
same throughout the performance. But the exhibitor
would not waste coal by starting his fires one whole hour
before show time.

A poorly ventilated and heated theatre will drive more
cash customers away than a feature picture will bring
in. The other night as I was leaving a deluxe house I
heard a woman say, “That was the stuffiest theatre I was
ever in. Believe me, I won’t go in there again. I’m not
that fond of headaches.” I watched others as they came
out. Although the picture had been one of those light,
funny ones which usually sends an audience out laughing
and happy, this audience looked as if it was half asleep.
That stuffy, overheated theatre had simply drugged the
audience.

A theatre manager told me recently that he would
rather run poor pictures in a correctly ventilated and
heated theatre than good pictures in a theatre with poor
ventilation and heating. “Let something go wrong with
the ventilation of your theatre, and believe me, brother,
things will go wrong in the box office,” was the way he
expressed the value of good ventilation and heating.

The box office is not the only thing to consider. Every
exhibitor is responsible for the comfort and safety of his
patrons while they are in his theatre. It is his duty to
operate his theatre so that the health and comfort of his
patrons are not jeopardized. Yet when the temperature
in a theatre is too high or too low, or when drafts sweep
through the theatre patrons will contract colds. No one
but the exhibitor is to blame.

In modem theatres the temperature and humidity are
regulated with all the care that a mother uses in regu-
lating the bath of her newborn baby. In the Chicago
theatre, Chicago, there are 17 thermometers and one wet
bulb thermometer located throughout the theatre. These
thermometers are read seven times each day and detailed
records are kept on special charts. Similar checks are
made on the humidity.

The temperature is kept as closely to 72 degrees as
possible, and the humidity is kept between 42 and 49.
When the outside temperature is above 58 degrees, no
heat is required in the theatre.

The small theatre exhibitor may say that deluxe
houses can afford to do such things, where he cannot.
But the deluxe house docs not keep this accurate control
because it can afford to. It does it because it can’t afford
not to.

— WILL WHITMORE.

Better Theatres

this month welcomes
the following new ad-
vertisers : HENRY C. FORSTER COMPANY, 1615
South Michigan Ave., Chicago; WILLEY SIGN

COMPANY, 1559 Church St., Detroit; COXSACKIE
HOLDING CORP., Coxsackie, N. Y.; PROME-
THEUS ELECTRIC COMPANY, 356 West 13th
St., N. Y. C.; PETERSON’S “FREEZEM” SALES
COMPANY, 5 North Dewey St., Oklahoma City,

Okla.

November 26, 1927

EXHIBITORS HERALD

15

Nos. 2, 3, and 4

1 The back and seat bottom are made of
genuine Armco rust-resisting plate steel,
instead of veneer. These clean and sanitary

No. 1

The New Publix
Chair

steel panels cannot chip, crack, or peel. Con-
sequently, there can be no rough or broken
edges on the seat or back to cause injury,
tear clothing, or interfere In cleaning. The
steel panels also assure finer tailoring of the
upholstery.

o The new steel center standard is so de-
signed that it affords greater leg spread.
The shape of the rear leg, as indicated by the
marginal illustration, is scientifically shaped to
reduce strain to a minimum and to greatly
reduce “pull” on the floor fastenings,
o The concealed wing construction which
*-** fastens the back to the standard is a
Heywood-Wakefield development. With this
new construction it is possible to fasten the
back much farther toward the rear of the
chair, with a consequent increase in sitting
depth and comfort. The back is fastened by
means of extra long unbreakable steel brack-
ets. These brackets have an exceptionally
broad bearing surface (totaling 32 square
inches) on the. back and the fastenings are
made with spring lock nuts which cannot
work or vibrate loose. This new method of
fastening is said to guarantee strength,
rigidity, and durability never before attained.

A The unbreakable steel ball and roller
bearing hinge is designed to adjust itself
to wear. Possessing but two major parts, this
compact hinge is noiseless, smooth, and posi-
tive in its actions.

C The form fitting back, deep curved and
well padded, is another outstanding
feature of these two chairs developed by
Heywood-Wakefield for Publix theatres. It

No. 5

has the proper pitch and thickness for genuine
comfort and permits perfect tailoring of up-
holstery.

Heywood-Wakefield Sells 40,000 Chairs
of New Design to Publix

De luxe and semi-de luxe seats are the result of months of experimentation

ANEW type theatre seat, which it is
declared incorporates many im-
k. provements in construction and de-
sign is announced by the Heywood-
Wakefield Company in connection with
the news that Publix Theatres has placed

an order for 40,000 of the new seats for
various of its theatres throughout the
country.

The new type seats are the results of
a careful and exhaustive study of theatre
seating requirements by engineers of the
Heywood-Wakefield organization.

The huge seat order from Publix The-
atres followed a careful investigation and
analysis of the seats by Publix chemists,
engineers and maintenance men.

Materials used in the new type chairs
were submitted to rigid examinations and
tests and every feature of construction
detail was gone into in personal visits
of the Publix executives to the Heywood-
Wakefield plants.

Concerning this deal an official of Hey-
wood-Wakefield said:

“Publix executives were after real im-
provements in the chairs they bought
— not inconsequential embellishments
which added nothing but expense. They
wanted a strong de luxe type of chair
that would eliminate every complaint
known in their long and wide experience
with theatre seating.

“Heywood-Wakefield, experimenting
and developing for months and months,
produced two chairs that surpassed every
Publix requirement. These' chairs are
not ‘just a little different’ from the aver-
age. They are new theatre seats, pos-

sessing a special wing back construction,
hinge, center standard, seat and back
never before produced.

“The new steel back and seat panels
on these chairs possess every advantage
of, yet eliminate every objection to,
( Continued on page 26)

Semi-De Luxe Seat

16

BETTER THEATRES SECTION OF November 26, 1927

CHANNON!

STAGE EQUIPMENT

NEW ORPHEUM THEATRE

SIOUX CITY IOWA

NEW KUNSKY THEATRE

BIRMINGHAM MICHIGAN

A - A

NEW GREAT STATES THEATRE

WAUKEGAN ILLINOIS

As Usual

“Hush Money”

Don’t let the fear of noise prevent you from
adding a profitable bowling alley or ballroom
to your theatre building. We can stop the
noise from reaching your audiences or other
parts of the building.

The Stevens System is approved by theatre
owners, architects, bankers and business men
everywhere.

SEND TODAY for free illus-
trated book describing the
Stevens System in detail. Esti-
mates upon request.

STEVENS SOUND-PROOFING CO.

407 So. Dearborn St., Chicago, 111

Representatives in all large cities

STEVENS

Brings Profits

SYSTEM

It May Happen
to You

( Continued from page 11)

2. Notify the coroner.

3. Notify the nearest relative.

Inebriates

Anyone under the influence of liquor
should not be admitted to a theatre. If
they insist, humor them, bar them by phy-
sical force, or if necessary call the police.
If they do gain admittance and cause a dis-
turbance, which they are almost sure to
do, approach them in a friendly confiden-
tial manner and tell them someone wants
to speak to them on the ’phone or a friend
wishes to see them, and then quietly lead
them to the nearest exit. If the situation
cannot be met with diplomacy, then force,
and plenty of it, may be necessary. The
neatest way to forcefully take out a
drunken patron providing you know and
can execute two simple wrestling holds is
by using a hammerlock and a half-Nelson.

One Winters Night

One cold winter night a young girl ap-
pearing ill, hurriedly left a theatre by a
side door and was noticed by a porter who
immediately reported to the management.
When the manager stepped out into the
darkness he found the girl in the snow,
moaning. Hurriedly throwing his coat
around her, he called a policeman sta-
tioned in front of the theatre, and before
the ambulance arrived a baby was born.
And so far as known mother and child
were successfully rescued.

Rough Stuff

If fist fights between two patrons occur
get at them immediately, separate them by
force if necessary and have them air their
differences in the manager’s office or in
court.

Stench Bombs

When stench bombs are discovered,
everyone may be forced to leave the thea-
tre if the contraption cannot be removed
or the chemicals covered with a two inch
layer of “fuller’s earth,” a chemical nue-
tralizing powder. An application of wood
alcohol also kills some odors.

Lights Out

It is the duty of the musicians during
emergencies when the theatre may be
thrown in complete darkness due to elec-
trical storms or service breakdowns, to con-
tinue playing as long as necessary in order
to prevent panics which can be started in-
stantaneously.

A Bottle Pop

A whiskey bottle thrown from a balcony
luckily landed in an aisle on the main
floor, but made such an unusual pop when
it shattered on the carpet that an entire
main floor audience thought they had
heard an explosion. Everybody was im-
mediately alert, and somewhat mystified,
until ushers assured them with a tactful
explanation that, “only a bottle was broken.”

What Happens When
Somebody Yells

The manager found it necessary to use
force on the patron who yelled, “The bal-
cony is falling down,” after a crazy man
had jumped from the balcony railing to
the main floor. And the crazy person put
up a terrible fight before he was over-
come and taken to the manager’s office.

Accident Reports

Accident reports should always be made
out when a patron stumbles or is injured
in a theatre. Failure to do so may result

Of Sound and Vibration Control

November 26, 1927

EXHIBITORS HERALD

17

in an expensive lawsuit. Regular forms
are supplied by insurance companies.

Celebrations

The theatre owner during public holi-
days, large street gatherings, parades, or
during celebrations in college towns may
not be disposed to enter into the spirit of
the affair sufficiently to allow the hood-
lums to deface, damage or run all over his
property. But unless he has adequate po-
lice protection he is a wise man who pre-
tends to take these depredations good
naturedly.

A Mouse and a Shirtail

Of course there are humorous occur-
rences also and these are what help to
make working in a theatre interesting.

A small dirty urchin with his shirtail
hanging out, who somehow managed to
purchase a ticket recently caused so much
merriment among 200 patrons who were
waiting for seats outside a New England
theatre on a Sunday night, that the em-
barrassed manager scurried him off to a
place in the gallery!

A peculiar coincidence was cleverly re-
ported recently as follows :

“A woman’s scream cut into the con-
sciousness of the audience at a motion pic-
ture theatre lately and heightened the tense
dramatic situation developed during ‘Ben
Hur’ when the scarlet woman is being
stoned by the angry mob.

“Blood curdled and scalps grew tight.
The shriek, however, was not the result
of a soul in torment, or of a smitten con-
science. It emanated from the lips of a
comely young lady over whose shapely
chiffon clad instep, a squealing mouse was
routing his afternoon marathon!”

When a baby cries, and the mother is
not able to comfort it, say to her in a
friendly manner “I beg your pardon
madam, but the little one is annoying many
in this vicinity, would you mind trying to
keep him (or her) quiet?” And then
walk immediately away. If the crying con-
tinues,^ approach her again and say pleas-
antly “I’m sorry, mam, but the little one
is still causing annoyance.” Should this
prove unsuccessful, go up to the mother
for the third time and ask her if she will
kindly step out into the foyer with the little
one until it remains quiet.

Kansas City Theatre
Operates for a Week
Under Temporary Name

A Kansas City theatre has had the un-
usual experience of operating for a week
under a temporary name. It was the house
at Thirteenth and McGee streets, formerly
known as the Garden, which the West
States Amusement Company completely
remodeled last summer, but which they
have decided to rename.

West States was restrained from re-
naming the house the “Uptown” by Uni-
versal which has planned to call the new
theatre it is opening New Year’s Eve at
Valentine Road by that name.

While the case is pending the house will
operate as “Kansas City’s Wonder Thea-
tre.” Last year the house, under the name
of the Garden, attracted wide attention by
showing first run pictures of major com-
panies and seven acts of vaudeville for
25 cents. The same policy and price will
be in effect this year.

New Olympic Opens

The Olympic theatre in Seattle has just
opened. The first attraction was “A Cap-
tain’s Courage.”

Every Theatre Organ
Needs Protection!

NO organ is made to withstand the cold and dampness of
winter days. Their mechanisms are too delicate to with-
stand sudden temperature and climatic changes. They must be
protected against these atmospheric conditions. Then and only
then will they give the very best of service.

EVENHEETERS

ARE made for this very purpose. They are Organ Protectors.

- They keep the air around the organ mechanisms warm and
dry and keep this warm dry air circulating through the organ
chamber around every part of the organ.

You will find that EVENHEETERS are the best organ pro-
tection you can obtain. They are reliable and serviceable, too.
And once they are in operation organ trouble caused by cold
and dampness will decrease to a minimum.

A small investment in organ protection now will save you
from a great deal of organ maintenance in the future.

CRAMBLET ENGINEERING CORP.

289 Milwaukee Street Milwaukee, Wis.

Also Manufacturer of “Silent” Flashers for Electric Signs!

18

BETTER THEATRES SECTION OF November 26, 1927

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«

Is This “Giant Ad”
Working For You?

Publicity! — that’s what the successful showman is
always seeking for his house. That’s one of the big
reasons he is successful.

He isn’t overlooking a single opportunity to get his
theatre and its attractions in the public eye. That’s
why you invariably see a fine Marquise over the front
of his theatre . . . and in a great many cases it’s an
A.M.P. Marquise.

An A.M.P. Marquise is like a Giant Ad for attracting
people’s attention to your theatre — they can’t miss
it. But it does so in a refined and welcome manner.
It tells people that yours is a modern, high type
theatre — the kind they like to attend. And that reg-
isters in the Box Office.

Why not put an A.M.P. Marquise to work for you?

Let us give you full information and the many
advantages of A.M.P. Marquise. Just write —

Architectural Metal Products, Inc.

COVINGTON, KENTUCKY

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Send for this Book!

It’s Worth Its Weight In Gold To Any
Theatre That Will Make Use Of Its
Suggestions

It shows how you can
insure capacity houses by
the sale of coupon books
In quantities to mer-
chants, banks, newspa-
pers, laundries, ice cream
factories, soda water bot-
tlers, bakers, and other
business houses — for use
as premiums and prizes
for their employees, and
their customers.

CHRISTMAS
COUPON BOOKS

For parents to give
to their children, em-
ployers to employes, etc.
You’ll have to act quick-
ly to get this thing
started this year.

cotton BOOKS

cMncus Ticket Co.

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SALES-CONTEST

It suggests ways of mobilizing a force of boys and girls — men and women, too — in a house-to-house selling
campaign.

The book was written by a man of wide experience in sales promotion work, prize contests, premiums, etc.
The book is —

FREE

Better telegraph ,

The Arcus Ticket Co., 346 N. Ashland Ave., Chicago, 111.

Your Everyday
Problems

( Continued from page 11)

the Philippines, and with stories of his ad-
ventures during the war, this exhibitor held
his audience spellbound for 20 minutes.
Then the lights came on, and the exhibitor
stopped his story. But the audience gave
him such an applause he was forced to
finish his story before the show was con-
tinued. A bit of quick thinking saved a
show. The exhibitor has many times been
requested to give some more stories, but
he is saving them for another emergency.

A Fortunate
Exhibitor

Replying to your letter requesting a de-
scription of our experience in the operation
of our theatre, we beg to advise that we
are very glad to be able to report that the
only thing which has happened to cause
any disturbance in our theatre is occasional
sickness, principally among the children,
causing a hurried exit, sometimes too late.

We have been most fortunate in this
respect and surely hope to continue for
some time to come. — Paul C. Morgan, Star
theatre, Hay Springs, Neb.

No Accident
in Five Years

I am pleased to say that for the five
years of my experience in theatre business,
I have not had any accident whatever in
my theatre of any kind. Therefore, I can’t
give you any particular write up on any
of the cases you have mentioned. — -Rudolph
Duba, Royal theatre, Kimball, S. D.

Keep Folks Out of
Projection Booth

In answer to yours of unusual occurrences
want to say, Mr. Exhibitor, put your foot
down and do not allow any one to visit in
projection room and avoid accidents. The
following experience happened in my house
on Saturday night, November 5th, 1927.

Our local baker went to the projection
room to see operator who was a new man
taking the regular operator’s place while
the regular operator was on a hunting trip.
The new man had trouble getting focus
on his light so I went to the booth. I was
adjusting the light and the baker was in
the way so he started down to the theatre.
He had to go through another part of the
building and pass into a second hallway.
He took the first hallway instead and
grabbed the first door he came to which
was the elevator door on the second floor.
Being in a hurry he jumped through the
door quick. We heard a racket and went
to investigate. The baker was coming out
at the bottom of the elevator shaft with
only one hand and one leg badly skinned,
lost his hat, bunged up one cheek and
bruised thigh. Thank goodness he did not
get damaged badly. I am telling you, no
more visitors in my projection room.

I hope no further repeaters of this kind
occur. — Dad Emmert, Emmert theatre,
Alcester, S. D.

Keep Fire Guards On,

Advises Exhibitor

I will describe a fire in my theatre
October 10, 1925. My operator was off
that night and I had to operate. Being
Saturday night I had a house full to start.
When I started the picture was out of focus
so I was making adjustment of lens, look-
ing at picture on screen, when all at once
the screen went white. I turned around
to shut off dowser hut as I did the film
caught fire.

I had just taken over this theatre. The
man who ran it before me had taken off
( Continued on page 22)

November 26, 1927

EXHIBITORS HERALD

19

Poor Reels Uneconomical

Good solid reels -will save grief and money for the exhibitors

By WAYNE R. PERKINS

Ten Commandments
of Qood Showmanship

1. Meet your public face to face and gain their confidence.

2. Extend every courtesy, and see that your employes do also as courtesy costs
nothing and yields everything.

3. Promote a brotherly feeling among your employes. Remember you might
better not have help than have them grumbling.

4. Keep all machinery in a good state of repair, and prevent delays.

5. Create a brotherly feeling between other business men of your community, as
there is nothing like the leaders of your locality or town saying a good word
for you.

6. Keep your theatre as attractive as possible, and still keep within your means.

7. Give your short subjects an equal place on your program. You’ll be surprised
at the results you get.

8. Keep your house warm in winter and cool in summer. Many a person goes
out to spend the evening because it is uncomfortable in their room.

9. Be willing to receive suggestions from fellow townsmen. Show an interest
in the community’s welfare.

10. Last but not least remember, “It Pays to Advertise.” Many a business has
gone on the rocks because it would not spend for advertising. Use a neat
lobby display, use your local newspaper, tie up with merchants — IT PAYS.

By W. R. P.

ONE of the things that’s ruining more
film every year is poor projection
room reels. I do say that the ex-
changes as an average use a very poor and
flimsy reel in which to ship their film.

But the projectionist should change the
reels the first time through to good solid
reels, as this makes it much better for him
as well as everyone else concerned. Film
being run on flimsy out-of-line reels will in
time ruin the entire print and it does not
take long, either. Every time the film rubs
against the side of a reel it tends to bend
it and crack it and even shave it until it
begins to break through to the sprocket
holes, thereby causing trouble for the op-
erator, the exchange and the following
operators who use it.

It also indirectly affects the cost of film
rental as it materially shortens the life of
the print and too, it makes more work and
takes more time for the exchange inspec-
tion staff, which indirectly must come out
of the exhibitor’s pocket.

You take the operator that is careless
with his film and he will not receive the
best prints from the exchange and you can-
not blame them. It does not take long to
check over a film when it is returned and
tell whether the operator that used it is a
good worker or not.

If a film comes back all oily, dirty, bent
or torn on the sides, poor splices, holes
punched in the end of reels, etc., I am sure
you will agree that nothing could be more
disgusting than to have a good print come
back in this manner. Do you suppose the
exchange is going to send their best print
to a theatre that returns their prints in this
manner. No; they are going to send the
poorest one they have on hand.

On the other hand if the operator re-
turns the print clean, and with good neat
splices and halfway decent all the way
through ; when it comes to send out an-
other print to this house that employs a
thoughtful operator the exchange is going
to see that that operator gets a good print
if there is one to be had.

Nevertheless, the theatre getting the poor
print and having the careless operator is
going to pay just as much if not more for
the use of the poor print, because the film
salesman that sells the exhibitor the picture
does not know whether there will be a
poor print in the exchange at the time the
exhibitor wants it or not. Therefore, he
must charge enough to come out clear if
the exchange is forced to send a good
print, and possibly have it spoiled through
carelessness or perhaps neglect. Mr. Ex-
hibitor and Manager, take this up with your
operator or projectionist. Use the film
carefully while in your possession and use
good solid reels to show it on, as it pays
with better results on the screen, indirectly
affecting the box office. Also making less
work for the operator as he will receive
good prints and cheaper rental as the ex-
change appreciates your consideration.

Returns of German Film Censors

BERLIN. — There were 41 feature films cen-
sored in Germany during the month of September,
of which 21 were German made and 20 foreign
(11 from America), as compared with 26 domestic
and 21 foreign in August, and 25 domestic and
10 foreign in July.

Means Adds to Chain

Jay Means, Kansas City exhibitor, added
a fourth theatre to his string with the pur-
chase of the Bagdad, a comparatively new
house seating 1,055 persons. Means ac-
quired an unexpired lease on the theatre
for nine years from the Hurley Theatre
Corporation. The other theatres operated
by Means are the Oak Park, the Murray
and the Prospect.

Scientific Tests
Provide for All
Booth Equipment

A laboratory for testing and demon-
strating all types of projection room
equipment and supplies, providing an un-
biased source of authentic scientific in-
formation now exists in the very heart
of New York City, at 151 West 33rd
street, under the ownership and direction
of Charles W. Phellis & Company, Inc.

This laboratory has both alternating
and direct line currents, using a three
wire system on each line being used;
and contains a stationary optical system.
The rheostats in use have a capacity of
from 15 to 200 amperes.

Included also is a Westinghouse Re-
cording Ammeter, made up of three
separate units; a screen, and a photo-
meter.

Reynolds Creates
Flasher Selling at
a Moderate Price

Development of a new dimmer flasher is
announced by the Reynolds Electric Com-
pany of Chicago, which has attempted to
create a device of manifold utility at a

moderate price. The flasher can be used
for dimming and controlling stage effects,
electric signs, electric fountains, etc., and
due to its compact construction, it can be
installed in a small space. It is also easily
portable.

The new instrument is made of Ward-
Leonard dimmer-plates, which have 50
graduated steps that bring the light from
full to cherry red and back to full with
even variation. The plates are in three
sizes, having capacities of 1,225, 1,400 or
1,700 watts.

20

BETTER THEATRES SECTION OF November 26, 1927

Oriental Dome Tops Theatre

New Mt. Baker theatre in W ashmgton offers an exterior ‘ flash ’ through its
peculiar architectural design. Robert C. Reamer of Seattle was the designer

November 26, 1927

EXHIBITORS HERALD

21

Sign Flashes from
Mammoth Tower on
Bellingham Theatre

Stanley to Have One of East’s
Largest Stages

4,000 seat house will of>en about January 1

Bellingham, Wash., known as

the Tulip City, has recently opened
the Mt. Baker theatre. It was
built for the Bellingham Development
Company, and is an example of new
theatre design now firmly established in
the West.

Spectacular effects — splendors of deco-
ration and lighting — rather than varia-
tion of actual architectural design are
occupying the attention of the theatre
architect today. But two features strictly
of architectural design in the Mt. Baker
theatre are particularly worthy of men-
tion.

One of the problems of the theatre
owner is the proper “play” of his electric
sign. He must also obtain in the ex-
terior design of his building a “flash”
that will connote both dignity and the
spectacular.

* * *

This problem is solved in the Belling-
ham building by a 49-foot tower carrying
a reinforced concrete dome at the top
and supporting a vertical illuminated
sign. The tower carries the huge sign
in such a position that it flashes an in-
vitation to prospective patrons on three
arterial downtown streets. The Oriental
dome has a diameter of 13 feet and a
rise of 80 feet from base to crown. It
carries out the Spanish style of architec-
ture of the building.

Another problem of long standing,
now being solved, is that of the balcony.
From time immemorial balconies and
galleries have offered the least desirable
seats in any theatre. Their lack of de-
sirability was due largely to poor visibil-
ity, caused by their steep pitch and con-
sequent acute angle of vision. The Mt.
Baker theatre uses the low-pitch bal-
cony, now coming into favor. The front
of the balcony is 85 feet from the stage,
with a gradual elevation to a height in
the rear which gives it an entirely com-
fortable angle of vision.

This type of balcony, of course, has
smaller seating capacity than one with
a steep pitch and one which reaches
nearer the stage. The old style balcony,
in this theatre, would seat about 500
more patrons than that of the Mt. Baker
theatre.

* * *

The building is 130x250, with an aver-
age height of 55 feet. It is constructed
of reinforced concrete, with Wilkeson
sandstone facing on the first story. Terra
cotta is used on the cornice and part of
the roof.

A spacious foyer is flanged on one
side by a mezzanine lounge approached
through graceful grilled arches from a
two-way staircase with bronze balus-
trade, and the other by the main audi-
torium.

Interior decoration is in ornamental
plaster, giving an effect of rich and vivid
color pleasantly mellowed by time.

Interior lighting is both direct and in-
direct and can be switched through four
colors. The stage, 80x30, is fitted with
40 sets of drop curtains. The capacity
is about 2,000 persons.

Robert C. Reamer, architect for the
Metropolitan Building Company, Seat-
tle, was the architect, and A. W. Quist
Company, also of Seattle, was the con-
tractor. Total cost of the structure was
about $225,000.

SEATING over 4,000 people, the new
Stanley theatre, now under construc-
tion in Pittsburgh, will open about
January 1, 1928. It will be operated by
the Stanley-Davis-Clark Corporation under
the direction of the Stanley Company of
America.

Rising to a height equivalent to eight
stories, the theatre building will be con-
structed of granite, light brick, and terra-
cotta, fireproof throughout. The lobby en-
trance will be in the center of the building
on Seventh avenue, over which will be a
copper and bronze marquee of unique de-
sign acting also as a base for a 40 foot
electric sign flat against the building. Two
spacious stores will be on each side of the
entrance, so designed that they can be
converted into one larger store.

The lobby will have a terazza floor,
marble base, and walls of ornate plaster,
marble, and mirrors. An ornamental box
office constructed of bronze, marble, and
glass will be so arranged in the center of
the lobby as to adequately provide for
capacity crowds. From the foyer, two
grand staircases will rise to the promenade
floor, and both floors will have check
rooms, lounging, and smoking rooms.

The auditorium, the largest in the city,
will be finished in ornamental plaster,
marble and damask of rich coloring. The
extraordinary design, it is said, will pro-
vide phenomenal acoustics. The ceiling
will be brilliantly lighted, indirectly, with
many circuits of vari-colored lights. An
immense chandelier of special design will
hang from the dome, while smaller chan-
deliers of similar design will ornament
the promenade dome and various rooms.

The stage will be one of the largest in
the East, the opening being 75 feet wide
and 50 feet high. Back stage equipment
will be modern in every way, including
mechanical stage lift apparatus, and the
latest lighting equipment. A Wurlitzer or-
gan will be installed. The console will
be on an elevator raised during solo work.
Organ chambers wall be both on right and

left of the proscenium arch, the grill and
shutter design of which is the first to be
used in Western Pennsylvania.

The orchestra pit also will be on an ele-
vator with spots from the ceiling lighting
the pit without reflection to audience. A
lounge room will be back stage for the
comfort of the orchestra, in addition to a
musical director’s study room, a music
library and locker rooms. There will be
lounge rooms and individual dressing
rooms for performers, large chorus room,
and a call room. Elevators will also oper-
ate to higher floors for performers’ con-
venience.

The promenade floor will open to the
balcony with seven entrances, which with
three crossover aisles in the balcony and
ample exit doors the theatre can be cleared
in less than three minutes. The manager’s
office and a spacious lounge for the gen-
eral public will be on this floor.

A modern projection room with all new
and latest equipment is at the top of the
balcony. A sprinkler system with an emer-
gency water system of 15,000 gallons will
be installed.

The theatre will have a cooling system
of the latest type, which also will supply
heat in the winter. Hoffman-Henon Com-
pany of Philadelphia is the designer and
general contractor and the W. T. Grange
Company of Pittsburgh is the supervising
contractor.

The Clark building, a 23 story office
building, will be on the adjoining property.
It will cover an area of over 15,000 square
feet.

Seattle Builds House

Erection of a new motion picture theatre
in what is known as the Lhiiversity district
is announced for early in the coming year,
according to Casper Fischer, general man-
ager of the Washington Theatre Enter-
prises. The new theatre will cost approxi-
mately $1,200,000 and will seat 2,000.

22

BETTER THEATRES SECTION OF November 26, 1927

Your Everyday
Problems

( Continued from page 18)
the top and lower fire guards and thought
that I would replace them, but I kept put-
ting it off.

The cause was that I had a rotten com-
edy and the film broke and fell down in
the light. It kept rolling on until it was
just a lot of film and when it caught it was
hot and I did not have the top magazine
closed tight. It burned two reels in it. I
pulled some of burning film out on floor
just as it started and then I began to take
other film out of booth and one fell on
floor and two more reels burned. I had a
hot time for the next minute.

Not one person got excited. They walked
out just as if show was over. This year
when I began managing another theatre
the fire guards were off both machines so
I made me two out of some tin and put
them on. It is surprising that there are
not more fires caused by operators taking
off fire guards to save time and bother
with them.

My fire did not do any damage only
burn four reels but some of the boys lose
their theatres.

Boys, be afraid of fire ! Keep your fire
trap and guards on. — R. G. Chamberlin,
Popular theatre, St. Cloud, Fla.

Keep Eyes Open and
Avoid Accidents

I am pleased to advise that we have never
had any unusual happenings in our theatres.
We have been exhibiting motion pictures
for almost 10 years and we have never
had an accident of any kind whatsoever.
We have never had a film catch fire, never
had a fire break out in the building, never
had a fight in the house, never had anyone
fall over a seat or any other furniture,
never had anyone get side enough that they
had to be carried or even helped out of the
house, never had a seat break down.

In fact, I cannot recall a single instance
of anything that ever happened that you
could call an accident. We are proud of
this record although as you have stated, no
theatre is immune against accidents or
panics and we may have more or less of
both in the future ; but we will do in the
future as in the past. Always watch for
anything that might cause an accident and .
remove same. In doing this we hope to
maintain our past record as long as we
show motion pictures. — Jas. S. Caress,
Palace theatre, Elnora, Ind.

Castle at Vancouver

Buys Roth Actodector

The new Castle theatre, Vancouver,
Wash., which is owned by John P. Kiggins,
mayor of Vancouver, has been equipped
with a Roth actodector, manufactured by
Roth Brothers, Chicago.

The new equipment provides a steady
light on the screen without flickering, even
when two arcs are carried during the
change-over period. The new actodector
also operates quietly and requires no ad-
justments of rheostats or other apparatus.
Danger of overheating is eliminated in the
new set as it is of the multiple type and
operates at a low voltage.

National Supply Moves

National Theatre Supply Company has
moved into new quarters at 1315-17 Vine
street, Philadelphia, the building formerly
occupied by Fox Film Corporation. The
new quarters give the company the largest
floor display in any accessory distributing
organization in the city.

A Saving for You Too!

The Syncrovertor being different in design and opera-
tion from any other conversion machine, has several
important advantages and features.

The Syncrovertor is a synchronous commutating recti-
fier utilizing a transformer for reducing the supplied line
voltage to the proper operating voltage, a patented syn-
chronous slow speed motor, rotating a specially designed
commutator by which alternating current is rectified to
direct current, an adjustable ballast unit, a switch board
with necessary meters and controls.

The Syncrovertor enables the projector to give a steady
light on the screen and is designed
to automatically furnish the addi-
tional current required by second arc
so that there is no flicker whatsoever
on change over.

The transformer of the Syncro-
vertor with the motor element idle
acts as a compensarc and will fur-
nish alternating current to the lamps.
This feature dispenses with the
necessity of the customary emer-
gency unit.

Write us and let us tell you how you can
save 25% in the cost of your projection

The Liberty

A Better Method of Rectification

LIBERTY ELECTRIC CORP.

Stamford, Conn.

Distributed by The National Theatre Supply Co.

SUPERIOR CARBONS MEAN
PERFECT PROJECTION

CARBONS

Ensure Best Screen Results for All Types of Projection
HUGO REISINGER

11 Broadway New York

November 26, 1927 EXHIBITORS HERALD 23

The Verdict

With hardly one exception, civic leaders of the country have declared, many of them emphatically,
that the motion Picture theatre is a community asset and a business builder. Seldom has such
a tribute been paid to an entire field of commercial activity. This ' Better Theatres ” survey has
offered to exhibitors and others in the motion picture business valuable data with which to com-
bat many disturbing influences.

Where There Is a Theatre
There Is Business

Say CHAMBERS OF COMMERCE OFFICIALS

rT''HE preceding issue of “Better Thea-
:[ tres” carried a story called “The
Theatre — a Community Asset.” The
response to this article in which business
men and heads of Chambers of Commerce
attested to the value of the theatre as a
community asset, has been surprising. Let-
ters have come from exhibitors, producers
and many others connected with or inter-
ested in the motion picture industry in
which the writers congratulate “Better
Theatres” on the timeliness and value of
the article.

The article has already done much to
strengthen the cooperation between theatre
men and merchants and to crystalize in
the minds of many the real value to a com-
munity of the motion picture theatre in
stimulating and increasing the business of
a community. People who were wont to
deprecate the value of theatres in a town
or city, have had their eyes opened.

These testimonies from business men as
compiled by “Better Theatres” may be used
in many ways by exhibitors. Reprinted in
the local newspapers, they will go far
toward destroying all prejudice against
motion picture theatres, and will make
boosters out of knockers. They should be
kept on file for future reference and use.

Below is an additional number of testi-
monials taken at random from the many
letters received by “Better Theatres” from
the most influential citizens of hundreds of
town and communities.

* * *

Waterloo, la.

By C. A. HANSON
Secretary, Greater Waterloo
Association

I wish to say that Waterloo is fortunate
in having four first class motion picture
houses operating daily and one large the-
atre soon to be completed for vaudeville
and motion pictures. These local theatres
exhibit first class pictures, and without a
question of doubt are an important factor
in attracting trade from the surrounding
territories, not only for the theatre but for
the merchants as well. All of our the-
atres operate daily, Sunday included.

* * *

Joplin, Mo.

By JAMES A GIBSON
Secretary, Chamber of Commerce
I will say that we have no exact data
on this question. However, we are very
close to three state lines and judging from
the number of Kansas, Oklahoma and
Arkansas licenses we see in our city,
parked near the picture shows, it would
be our opinion that the moving picture
theatre brings a large number of people
into Joplin, and it is the opinion of our
business men that the attraction of the
picture theatre is distinctly reflected in
increased business. Out theatres operate

seven days, and the number of foreign
licenses is distinctly noticeable on Sunday.
We know that some visitors “window
shop” and come back Monday to purchase.
* * *

Fort Lee, N. C.

By W. S. MOOREHEAD
Secretary, Board of Trade

The nicest theatre pulls the largest
crowds. They leave the old and flock to
the new.

Where a theatre is located there the
business generally flourishes, especially
drug, floral, delicatessen, confectionery.
With other stores it does not make much
difference.

Our theatre opens four nights a week.

* * *

Loveland, Col.

By R. R. Finley

Secretary, Chamber of Commerce

There is no doubt that the motion pic-
ture theatre draws people into the town
from the outside places and smaller towns
in an area of at least 14 miles and these
same people are sure to spend money with
some of our local merchants.

Again, I believe that people seeking new
locations are to a great extent influenced
by having a first class picture theatre, as
well as good churches and schools. Love-
land has the Rialto theatre seating about
900 that runs six days in the week showing
first class pictures, also having daily
matinees. The Loveland theatre operated
by the same people runs on Saturday night
only. Mr. Robert Etter of Loveland is
the manager.

* * *

Monrovie, Cal.

By C. M. COMMINS
Secretary, Chamber of Commerce

It is my opinion that a thoroughly
modern, up-to-date picture house, exhibit-
ing good pictures, is one of the best attrac-
tions that any community can have.

It brings a good many people
from the outlying centers into our
community, which naturally re-
sults in an increase of business for
the merchants, and we frankly say
that from the communities we
have visited without a good show
house that business is not so pro-
gressive as in those that have
them.

We have a population of 13,500 in
Monrovia, and a very excellent motion pic-
ture house, known as the Lyric theatre,
which shows the very latest pictures from
the distributors. We also have a second
show house, that shows the cheaper pic-
tures for a more cosmopolitan audience.
Our picture houses operate seven days per
week, having matinee on Saturday and
Sunday.

Santa Ana, Cal.

By G. A. RAYMER

Secretary, Chamber of Commerce

Replying to your favor with reference
to influence of the motion picture theatres
on local business conditions, will state that
the very fact that the local merchants are
carrying advertising on the screen in the
local picture theatres is evidence that it is
a paying proposition or else they would
not carry it.

Such screen advertising reflects an in-
crease in business among our local business
men.

Our theatres operate seven days a week.

* * *

Roseville, Cal.

By P. B. GOSS

Secretary-Manager, Placer County
Chamber of Commerce

In the cities of this district maintaining
motion picture houses we believe these con-
cerns are a direct community profit in at-
tracting people to town. Without a survey
it would be difficult to state just what
increased volume is produced through the
theatre, but the very fact that people come
from outside districts to enjoy the pictures
would indicate that some business would
be increased by reason of that fact, if it
only were the restaurants, confectionery
stores, etc.

* * *

Carrollton, Mo.

By JOS. H. MILLER

Secretary, Chamber of Commerce

The value of a motion picture theatre in
attracting people to our neighborhood is
one of the chief inducements; especially is
this true on Saturday nights when the
people of the rural comjmunities are here.

Since our theatres operate every night
I would say that there is shown increased
business among our merchants.

* * *

Yuma, Ariz.

By W. H. BUCHMAN

Secretary, Chamber of Commerce

There is no question in my mind that
the first class picture show is an adjunct
to modern merchandising. It would seem
that particularly with women in the cities,
and entire families from the country, the
matinee show breaks the monotony of
shopping. In the evenings if the theatre is
located in the center of a block, or some
distance from interurban trains or cross
town street railways, or even from auto
parking stations, the show windows draw
observations from passersby who might
perhaps never be drawn to that particular
locality.

I am seriously interested in the educa-
tional phase of the moving picture in-
dustry. We are more and more allowing
the newspapers to do a considerable part

( Continued on page 27)

24

BETTER THEATRES SECTION OF November 26, 1927

Here It Is —

The Vallen All-Steel Track !

AND IT’S NOISELESS, COSTS LESS

Nothing to Wear Out. No Roller or Ball Bearings.

No Intricate Parts. Nothing to Oil.

Without An Equal

The Vallen High Speed
Curtain Control

The flip of a button and your curtains
are open, as tho on wings, without a
sound.

Just think of it! You can start, stop,
or reverse any curtain by merely
pressing button.

The Vallen High Speed Curtain Control is designed to success-
fully operate with our Noiseless, All-Steel Track.

VALLEN ELECTRICAL COMPANY

Have you received
your 1927
^ Quiet Book”?

It’s Different.

225 Bluff Street, Akron, Ohio, U. S. A.

WE CAN’T MAKE ALL
THE REFLECTOR ARC LAMPS

SO WE ONLY MAKE THE BEST

PERFECTION ARC COMPANY, Inc.

711 Wells St., Milwaukee, Wisconsin

Modem

Installations

The tendency among theatres,
both large and small, throughout
the country is to modernize. Evi-
dence of this encouraging situa-
tion is found in the many instal-
lations of equipment reported by
leading manufacturers.

( Continued from page 13)
entire kinebooth equipment and acces-
sories.

Dent’s New Arcadia theatre, Dallas,
Tex., projectors, generators, screen, ef-
fect projectors and a Longsign.

Orpheum theatre, Denver, Col., all
new projection equipment and acces-
sories.

Alladin theatre, Denver, Col., new pro-
jectors.

New Hollywood theatre, Detroit,
Mich., all booth equipment.

Great Lakes theatre, Detroit, Mich.,
complete kinebooth equipment and
screen.

New Soboda theatre, San Jacinto, Cal.,
complete projection equipment and Kil-
gen wonder organ.

Willowbrook theatre, Willowbrook,
Cal., all kinebooth apparatus and screen.

Regent theatre, Indianola, Miss., re-
modeled; completely re-equipped.

Douglas theatre, Warren, Ark., com-
pletely equipped.

Moveum theatre, Aitkin, Minn., reflec-
tor arc lamps and generator.

Empress theatre, Osakis, Minn,, new
chairs and ventilating system.

New Columbia theatre, Cushing, Okla.,
complete booth equipment, chairs and
other apparatus.

Glory B. theatre, Miami, Okla., com-
plete new lobby display fixtures.

New Croydon theatre, Croydon, Pa.,
complete kinebooth equipment, screen
and house lighting fixtures.

New Roxy theatre, Philadelphia, Pa.,
all booth equipment, curtain controls and
other material.

Lyric theatre, Monteca, Cal., reflector
arc lamps and other improvements.

New theatre in Sonora, Cal., every-
thing needed.

New theatre, Lexington, Va., all kine-
booth equipment and sundries.

New Fox theatre, Washington, D. C.,
all projection equipment and supplies.

Willow theatre, Havre DeGrace, Md.,
entire projection equipment.

Mar-Va theatre, Pocomac City, Md.,
complete kinebooth equipment.

Hey wood- Wakefield Company
Chairs

Palace theatre, Havershill, Mass.
Capitol theatre, Winchendon, Mass.
Washington theatre, Toronto, O.
Palace theatre, Johnsonburg, Pa.
Cordova theatre, Pullman, Wash.
Pantages theatre, Los Angeles, Cal.
Delft theatre, Iron River, Mich.

Publix theatre, Seattle, Wash.

Lido theatre, Long Beach, L. I.

Kisco theatre, Mt. Kisco, N. Y.

Publix theatre, Portland, Ore.
Fischer’s Paramount theatre, Oshkosh,
Wis.

Temple theatre, Louisville, Ky.
Oriental theatre, Denver, Colo.

Small & Strausberg Circuit, Astoria,
N. Y.

Lubliner & Trinz Theatres, Inc., Chi-

( Continued on page 26)

November 26, 192 7

EXHIBITORS HERALD

25

Community Sings Passing?
Not Yet, Says Organist

By ED. MEIKEL

Solo organist, Harding theatre, Chicago

New Michigan House
Opens with Governor ,
At Birmingham Fete

The opening of the new Kunsky-Birming-
ham theatre at Birmingham promises to
add another novel chapter in motion pic-
ture theatre annals. Until now, it has been
one of the few communities of its size in
the country without a movie house.

In order to make possible the erection
of this house the village voted overwhelm-
ingly against Sunday blue laws last sea-
son. Officials and organizations there have
planned the opening as an inaugural feature
of a gala Prosperity Week celebrtion.

Governor Fred W. Green will be on hand
congratulating Birmingham because of its
decision to build a thriving commercial
center as well as a select, exclusive resi-
dential village. Various civic demonstra-
tions, including street parades, dances, and
school exhibits, are also programmed. A
pre-opening performance is to be under
the auspices of the Birmingham Community
House, which will receive the proceeds.

New Major Catalogue
Contains Useful Data
On Theatre Lighting

The Major Equipment Company of Chi-
cago, with 26 branch offices in the United
States and Canada, have just issued a
handsomely colored, 16 page Bulletin, No.
10, of their catalogue series, describing im-
proved borderlights, footlights, coverlights,
and striplights, with complete price lists.

Borderlights types B-200, B-300 and B-60
are shown and completely described. Foot-
lights types F-150, F-60-2, F-60, F2R-100,
F2R-100 Two Row, F-2R-60, and disappear-
ing footlights type D-1S0 are given in de-
tail, as are proscenium strips types P-150,
P-60 and unit type portable striplights No.
CS-150, and hanging portable striplights
No. P-150. Cove lighting reflector strip-
lights, individual reflector types and straight
strips and reflector backs are illustrated
also.

“Uptown,” Kansas City,
Opens New Yearrs Eve

With the heavy construction work on the
Uptown theatre, new Universal house of
Kansas City which will open New Year’s
Eve, practically completed, a large crew of
artists soon will be at work on creating
within the great steel and brick shell of
the theatre an Italian garden. It will be
a garden in effect only, of course, for that
will be the theme of the interior decoration
of the theatre.

The Uptown, seating 2,200, will be the
largest suburban house in Kansas City and
will have a first run policy. John Eberson
of Chicago, theatre architect, will supervise
the finishing and decoration.

West Virginia House
Buys New Switchboard

The Biggs Long Realty Company recently
purchased from Westinghouse one two-
scene preset type theatre switchboard for
installation in the Keith theatre, Hunting-
ton, West Virginia. This was part of the
complete electrical equipment for this thea-
tre furnished by Westinghouse.

Rosenblatt and Hunt of Charleston,
W. Va., are the contractors.

Ed. 7rf.eih.e1

IT is my frank opinion that you can’t
shout down a thing editorially against
popular preference.

The question today seems to be, “to sing
or not to sing.” Many are trying to shout
down community singing, saying that it is
cheapening, that it doesn’t give the organ-
ist a chance to exhibit his talents, that it
doesn’t permit an organ to be properly
demonstrated, and that the huge invest-
ment necessary for an up-to-date organ
calls for an exploitation of the instrument.
But in spite of all arguments, the public
seems to want community singing, and
there isn’t a showman in the world who
isn’t trying to give the public what it wants.

I don’t really believe there is an organist
today playing community sings, who would
not prefer to do something along more
legitimate lines. Personally, I have an
idea for solos that I am ready to spring as
soon as I am convinced my audience is
tired of the sings. To spring it now would
invite disaster, as my audience wants to
sing. The letters I get, when I miss a solo,
is ample proof of this. In the two years
I have been using community sings, I have
not had one single complaint about them,
at least not to my knowledge. On the
other hand, have: had thousands (and this
is positively no exaggeration) of letters of
a complimentary nature.

* * *

In April, 1926, I started my “Organ
Club” idea at the Harding theatre, and it
took hold immediately. I created a lot of
favorable comment, and made a host of
friends for me. The “Organ Club” is
merely a development of the community
sing idea. It gets its name from the fact
that we hold a “meeting” at each perform-

ance, the audience acting as “members”
and being addressed as such. I solicit
“requests” from the members, and I play
those numbers most requested. For a
number of months I had the names of
members flashed on the screen, along with
their requested selection, and then I played
the numbers. The names became so num-
erous, however, that I had to discard this
angle, owing to limitations on time.

Aside from the singing of songs, we try
to bring up such business as would ordi-
narily come before a club meeting, pro-
vided of course it can be entertainingly
presented. We celebrate birthdays of mem-
bers, weddings, anniversaries, births, etc.,
all with appropriate songs. In such cases,
the names are shown on the screen. I
have a mailing list of about 5,000 names,
most of which represent a letter written to
me asking to become a regular member.
“Club Letters” are mailed out to the mem-
bers on the mailing list every so often, to
further stimulate interest in the Club.

Comic questions of the day are taken up
at the meetings, under the head of New
Business. Such questions as “Should
dresses be longer or shorter?” or “Should
I get married?” lend themselves to a hum-
orous vote. The voting is done by the sing-
ing of specially written parodies on popu-
lar songs. I like to use local happenings in
the meetings whenever possible.

I keep reminding the members that the
Harding theatre is their clubhouse, and
that the “Organ Club” is their club. I
solicited letters of criticism and suggestion,
until my correspondence got to a point
where I had to discourage the idea of writ-
ing me, as the sorting and taking care of
the mail was robbing me of a lot of much-
needed sleep.

* * *

I seldom use “publisher’s special ver-
sions,” for the reason that my audience
expects original novelties. And yet pub-
lisher’s versions can be easily used in con-
nection with the “Organ Club” idea, the
only additional material needed being four
or five slides to create the club atmosphere.

I have seen an organ solo on which the
organist and his helpers must have spent
many a good hard-working hour, and yet
the response at the finish was exceedingly
light. Then again, I have seen a com-
munity singing novelty that looked like it
was slapped together, and the applause at
the finish was quite satisfactory. Which
leads one to suspect that the “sings” are
not yet ready for the bone-yard. How-
ever, I am constantly on the alert looking
for the handwriting on the wall.

Re-open the Orpheum

At St, Joseph , Mo,

The following are openings and changes
in theatres in the Kansas City territory,
Orpheum, St. Joseph, Mo., re-opened;
Liberty theatre, Mexico, being remodeled
by Manager W. F. DeFerenne ; new lenses
have been installed in machines at Palace
theatre, Kinsley, Kas.

26

BETTER THEATRES SECTION OF November 26, 1927

The

Electric Radiator

Modern

Installations

The tendency among theatres,
both large and small, throughout
the country is to modernize . Evi-
dence of this encouraging situa-
tion is found in the many instal-
lations of equipment reported by
leading manufacturers.

♦ ♦ protects Organs

against the fall and winter cold,
and deterioration from dampness.
One after another, the best instah
lations in the country are being

equipped with it. The Rialto and
Rivoli Theatres in New York City
are two famous installations so pro-
tected.

requires no attention —

Being especially designed to main-
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chambers, it has an automatic ther-
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Of special interest to organ own-

ers is the fact that no part of the
PROMETHEUS Radiator ever
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Your organ needs the protection it
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Corp.

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THE PERFECTION HAS SOLVED
THE RHEOSTAT PROBLEM

for these theatres

Contracting Electrical Engineers— Moving Picture Theatre Electrical Specialists

HOFFMANN & SOONS

522 First Avenue Mfe' DM*ion New York City

It will do the same for you

Roxy Theatre — New York City
Paramount Theatre — New York City
Rialto Theatre — New York City
Rivoli Theatre — New York City
Loew’s State Theatre — New York City
Loew’s State Theatre — Newark, N. J.
Loew’s Texas, 86th St., Brooklyn
Astor Theatre — New York City
Proctor’s 86th St. — New York City
Cohan Theatre — New York City
Publix Theatre — Buffalo, N. Y.

New Capitol — Binghamton, N. Y.

Keith’s Theatre — Philadelphia
Carman Theatre — Philadelphia
Proctor’s Theatre — New Rochelle, N. Y.
Proctor’s Theatre — White Plains, N. Y.
Fox’s Washington, Washington, D. C.
King of Kings — Road Shows Keith’s Circuit M. & S. Circuit Loew’s Circuit
What Price Glory — Road Shows Oriental Theatre — Detroit, Mich. Big Parade — Road Shows
Beau Geste — Road Shows Simplex Division, International Projector Corp.

Vitaphone Companies Eastman Kodak Company U. S. Navy, and others

SOLD BY ALL BRANCHES NATIONAL T. S. CO., SAM KAPLAN, N. Y. C.

( Continued from page 24)

cago, 111.

Central theatre, West Hartford, Conn.
Rivoli theatre, Hammonton, N. J.

Yale theatre, Oklahoma City, Okla.

International Register Company
International Cutawl

Alcazar theatre, St. Petersburg, Fla.
Arcade theatre, West Palm Beach, Fla.
Majestic theatre, Kankakee, 111.

Fort Armstrong theatre, Rock Island, 111.
Princess theatre, Sioux City, la.

Jay Hawk theatre, Topeka, Kan.

Bijou theatre, Fall River, Mass.

Majestic theatre, Grand Rapids, Mich.
State theatre, Pontiac, Mich.

Momand Enterprises, Shawnee, Okla.
West Texas Amusement Company, Abi-
lene, Tex.

Capitol Amusement Company, Charleston,
W. Va.

The Hennegan Company
Program Covers

Monarch Theatre Company, Medicine
Hat, Alta., Can.

Star theatre, Clenderum, W. Va.

Palace theatre, Umatilla, Fla.

Foote’s Amusement Company (En route,
N. C.)

Lyon theatre, Rock Rapids, la.

Smith & Setron Printing, Cleveland, O.
Graphic Circuit Company, Bangor, Me.

A. H. Eilers & Company, St. Louis, Mo.
Hamilton Country Council, C. K. of O.,
Cincinnati, O.

Wm. Carthay (Billy and the Uke), Chi-
cago, Til.

Supreme Heater 8C Ventilating
Corporation
T emfierators

Farmington Entertainment Company’s
new theatre, Farmington, Mo.

New theatre, Wood River, 111.

Midland Valley Corporation’s new thea-
tre, Overland, Mo.

Cem theatre, Chester, 111.

Mission theatre, Menard, Tex.

Eldorado Amusement Company’s new
theatre, Eldorado, 111.

Sells 40,000 Chairs to
Publix

( Continued from page 15)
veneer. The new center standard with
its specially designed rear leg reduces
the ‘pull’ on floor fastenings to a mini-
mum. The new concealed wing construc-
tion positively locks the back to the
standard. The new, compact, all-steel
hinge, pivoting on a ball bearing and
riding on a roller bearing, is not only
quiet in action, but also strong and dur-
able.

“These are some of the features which
convinced the members of the Publix
purchasing committee that they should
place their order for 40,000 chairs with
Heywood-Wakefield.”

November 26, 1927

EXHIBITORS HERALD

27

Where There Is a
Theatre There’s
Business

(Continued from page 23)

of our thinking, and to mold our sentiment
and civic conscience. In this the moving
picture industry is also becoming a very
responsible agent.

The picture shows in this sec-
tion operate seven days a week,
and are inclined to offer that
which is most avidly absorbed by
their clientele. I feel that it is only
a question of time until the cinema
value as an educational factor of
worth in the community will be
greatly dissipated unless exhib-
itors insist on placing in their pro-
gram strong educational features,
together with constructive fea-
tures on good citizenship and
loyalty, regardless as to whether
the public appreciates the full sig-
nificance of such a course or not.

In other words become a mentor for the
public and cram it down their throats in
the same manner that the editor para-
graphs his constructive measures and
guides the public toward opinions and
ideals. 1 am. however, free to admit that
I enjoy a program that does not require
much thinking and that has the merit of
spontaneons comedy as relaxation of the
highest order.

* * *

Hartford, Conn.

By F. G. FARRELL
Assistant Secretary, Chamber of
Commerce

Relative to your request for a word
from us relative to the connection of a
moving picture theatre to the business of
local merchants and neighborhood. Up to
a few years ago practically all of our the-
atres were located in our shopping district.
Hartford draws a trading population from)
a radius of 15 to 20 miles, and, of course,
theatres cannot help benefiting from this
source.

However, for the past two or _ three
years, there have been established in the
outlying sections of the city picture
houses which are not usually located on an
immediate residential street, but where
there are drug stores, confectioners and
tobacconists, tea rooms, etc. After the
establishment of these theatres, an in-
crease in stores along the lines of those
mentioned herein is noticeable.

The neighborhood theatre idea
has been a success in this city.

* * *

Dodge City, Kan.

By GEORGE SHULER, JR.
Secretary, Chamber of Commerce.

Referring to yours of recent date there
is no doubt but what a first class motion
picture theatre is a factor stimulating busi-
ness for any town or community according
to my observations. People would be more
likely to show a preference for shopping in
a town when it is possible for them to
find first class amusement places, thus com-
bining their shopping tour with a chance
for good amusement.

Of course you have put up a hypotheti-
cal question which calls for a similar
answer and can be dealt with only in a
general way. However, if we assume, as
you suggest, that other “things are equal”
as they seldom are in any two given towns
then it may be concluded that a good mo-

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Automatic and instantaneous — the Brandt enables
any ticket seller to make change one thousand
times in an hour. That’s better than sixteen trans-
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less than four seconds.

The ticket seller need only remember the price of
the ticket — and press-only-one-key, which corre-
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to the patron. Mental calculations are entirely
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BETTER THEATRES SECTION OF November 26, 1927

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Write for our illustrated
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winter uniforms. We will
also send you samples of
materials without obliga-
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uniforms right in your
locality.

IF you allow a justifiable pride
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theatre attendants, your profits
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showmanship.

Snap and style as expressed by
faultlessly designed MAIER-
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Name..

Theatre..

City - State..

tion picture house is usually a community
asset.

Dodge City has two picture houses which
are first class in every respect, operating
six nights a week.

* * *

Greeley, Col.

By W. M. WILLIAMS
Secretary, Chamber of Commerce

Motion picture theatres are a distinct
asset to a community if the best pictures
are shown and the managers are live ad-
vertising men, (we feel we have the bene-
fit of this combination in our community.)

When particularly large pictures are
shown here the managers cover the nearby
smaller towns with their advertising and
consequently attract many to the city who
also patronize the local merchants.

Our theatres operate only six
days a week. There is consider-
able agitation for Sunday movies,
due to the fact that business men
recognize the value of theatres in
getting people in the habit of
coming to the city for their enter-
tainment.

Trusting this will give you information
along the lines you desire.

* * *

Trinidad, Col.

By C. W. CHANDLER
Secretary, Chamber of Commerce

Trinidad does not have the competition
of a nearby city of like size, and it is too
small to show any increased business in the
neighborhood of the theatre, however, Mr.
Max Kohn, manager of Trinidad’s best
motion picture house, tells us —

That on evenings when he has a special
feature, he estimates that at least a third
of his audience comes from outside of the
city, from nearby coal mining communities
and from the city of Raton, N. M., 25 miles
away.

We trust this will give you the informa-
tion you desire.

H4 ^ *

East Rutherford, N. J.

By HENRY J. McCUNE
Secretary, Chamber of Commerce

We have your letter in which you request
our ideas as to the value of motion picture
theatres in attracting people to the neigh-
borhood.

To this we will answer that up to the
present time we have had only a very small
motion picture theatre in our borough,
which has a seating capacity of 300. It is,
therefore, impossible for us to honestly
state whether or not an up-to-date motion
picture house would have any bearing on
our local business conditions.

We will be in a better position to answer
you more thoroughly on this subject after
October 29, at which time a new theatre,
having a seating capacity of 1,100, will open
and will operate seven days in the week.
If we find that it does tend to increase
business with our merchants we will be
very pleased to advise you.

* * *

Lincoln, Neb.

By W. S. WHITTEN
Secretary, Chamber of Commerce

LTpon receipt of your letter asking for
an expression on the subject of the in-
fluence of the motion picture theatre on the
business of local merchants and neighbor-
hoods, I called upon representative firms in
the theatre district for their comment.

I send you letters from Mr. R. E. Camp-
bell of the Miller and Paine department
store, Mr. S. A. Sanderson of the Rudge
and Guenzel Company, another department
store, and of Mr. E. L. Smith of Magee’s,
which I think give some very interesting
views on the question.

George Brothers referred to in Mr. San-

Specialization

Meeting modern theatre needs is no
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methods. Only men trained and experi-
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the demand for specialized service.

Even a group of such men needs spe-
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(4016)

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We ask you then —

WHY HA VE LESS ?

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EXHIBITORS, ATTENTION !

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-fittingly celebrated by

“T he Voice of the Silent Drama”

IN the better picture houses throughout the land, theatregoers will
listen to Kilgen Pipe Organs this Christmas Day. Two-hundred and
eighty-seven Christmases ago, music lovers likewise were delighted by
voices of this matchless instrument.

Great indeed has been the progress in instrumental music since Sebastian
Kilgen built his first organ in 1640 A.D., but Kilgen craftsmanship has
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Nothing can be more convincing proof of this fact than the preference
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which is but another name for The Kilgen Wonder Organ.

If you are not acquainted with the age-old Kilgen Company and the
incomparable instrument it builds, let us send you a copy of our interesting
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1927

November 26, 1927

EXHIBITORS HERALD

29

derson’s' letter, operate a gift shop next
door to the Lincoln theatre, which is the
leading motion picture theatre in Lincoln.

Our shows operate only six days in the
week — that is, they are not open on Sun-
days.

I am enclosing a map of the downtown
district on which I have noted the stores
making replies.

Says Mr. Campbell:

Replying to yours of October 14, I would
answer the questions which you quote, as
follows :

1. Q. “What is your idea of the value of a

motion picture theatre in attracting
people to your neighborhood?

A. “In high class retail districts, a mo-
tion picture theatre would be of
doubtful value if not operated on a
relatively high plane, insofar as its
management and programs are con-
cerned. In other words, a low
priced or low grade movie house
would not benefit a high class retail
district.

2. Q. “Is this reflected in increased busi-

ness among nearby merchants?

A. “It is our belief that whatever draws
more traffic will inevitably lead to
more business. A vacant lot in a
retail district on which a motion pic-
ture theatre is erected could not help
but benefit the neighborhood so far
as retail business is concerned.”

Says Mr. Sanderson:

Replying to your letter of October 14,
regarding the value of motion picture thea-
tres in attracting people to your neighbor-
hood.

Surely everyone in Lincoln must admit
that the building of the new Lincoln thea-
tre was the beginning of a very decided
movement of traffic in the direction of N

street. It is only natural that where people
go to get their amusement, they will at
least do some window shopping.

As you know, this has not been a very
successful year for retailers', in fact, not
nearly as good as last year, and there can
be no question in the writer’s mind that the
values of the real estate in this neighbor-
hood have been increased by the location
of the new Lincoln, although, of course, the
big thing in that direction has been the
new Hotel Cornhusker, followed by the
two new buildings on the corner of 13th
and N.

In talking with Mr. Bert George, I
found that he did not like the idea of hav-
ing a motion picture theatre next to him
when promoting same, and does not like it
any better now. However, he admits that
it does direct people to the neighborhood,
but would prefer to have it on the other
side of the street to his own place of
business.

From personal observation, as well as
from direct reports, the drug store on the
corner has built up a very satisfactory busi-
ness, and are paying almost double the rent
that was paid before by the cigar store
that used to be there. The business on any
street depends on the traffic — the more
traffic a street carries the more opportunity
a merchant has to sell goods.

One of the factors that entered quite
largely into the leasing by Mr. Davidson
of the Jane Gray shop on the corner was
the fact that as I stood on the corner with
him 30 or 40 minutes on a Saturday after-
noon, he noted the number of people that
passed the corner.

Says Mr. Smith:

I believe there is a value to having the
motion picture theatre in the neighborhood
of a retail store. I think this value comes

largely because of increased effectiveness
of windows. The motion picture theatre is
always a “light spot” which, naturally,
brings people to that location, even though
they are not patrons of the theatre. As a
result window shoppers see your displays.
I think it is only in this fashion that the
value of a theatre is reflected in more busi-
ness— windows are made more effective,
hence, business is increased.

I trust this will answer your question.

% ;jc

Palo Alto, Cal.

By M. J. WELL1VER
Assistant Secretary, Chamber of
Commerce

We have just two very fine motion pic-
ture theatres in Palo Alto, one just com-
pleted and one two years old, in the main
part of town. There is one other theatre,
about a year old, in a small town we an-
nexed a few years ago. All of these run
seven nights a week, and the two in the
main part of town alternate their matinees,
but have a continuous show on Sunday.

The showhouse just completed
was started at one end of the
business section, in fact a little
bit farther out than the last store,
but since it was started stores
have been built up to it and on
either side of it, and there is no
doubt but what the theatre will
draw the business section even
more that way. Incidently, the
business section is growing that
way anyway.

Palo Alto is unusually fortunate to be
the center of a large trading area, and
has realized that good stores', attractively
displayed merchanidse, etc., will attract
people. The theatres, too, have aided in
{Continued on page 34)

“70 Temperature around Every seat in your
theatre in zero weather!”

That’s the Guarantee on Each Supreme Theatre Heater

Without obligation, our engineers will check the specifications of
your theatre and submit a proposal on a SUPREME Theatre Heater
of suitable size which will be guaranteed to produce 10 degrees uni-
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Supreme heaters circulate fresh warmed air to every seat, eliminat-
ing hot and cold spots and removing the stale air and germs quickly
and without noticeable drafts.

In addition to a definite guarantee of results, Supreme Heaters are
also guaranteed for ten years’ service by their makers, an old estab-
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A Size to Fit Any Theatre — Priced at a Saving

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Write for Descriptive Folder EH, and Address of our Nearest Factory Representative or Dealer

Photograph shows exhaust fan room in air-conditioning system installed in new Brooklyn theatre.
The large hlower exhausts the air to the outside; the large sheet metal duct in th e rear carries the
main supply of air into the attic duct work where it is distributed through the auditorium.

The firing room with the bricked in heat generators
in the B. F. Reynolds system installed in Universal
house, recently opened in Brooklyn.

Above is a view of the refrigerating equipment which
is a part of the air-conditioning system of the
theatre. This is an over-head system.

November 26, 1927

EXHIBITORS HERALD

31

Two interior views
of Universal’ s new
theatre in Brook-
lyn. This is the
ft r s t atmosphere
house in the East.

ifr*

1*1

■ 1 ' 1/

<>

i s *

At the left is the
upper lounge. In
the center of the
page is pictured a
Venetian fountain.

Overhead Air Conditioning Installed
in New Universal Theatre

Million and a half dollar house is designed by John Eberson

ONE of the features of the new Uni-
versal theatre in Brooklyn, an
atmospheric house designed by
John Eberson, is the air conditioning
system.

This system is said to be considerably
different than the installations usually
made in modern theatres in that it is
an entirely overhead system. To ex-
plain, the air supply for the theatre
enters the auditorium at nearly the ceil-
ing line of blue sky level. This fresh
tempered washed air in turn is ex-
hausted through mushrooms or air
diffusers in the auditorium floor and
through registers in the risers of the
balcony steppings. This idea is carried
out for both the winter heating season
and the summer cooling season. This
system, it is said, so evenly distributes
air throughout the entire auditorium
that one’s extreme comfort is assured in
any of the 3,000 seats.

Ninety-five thousand cubic feet of air
per minute enters the fresh air shaft
leading to the main supply fan. Before
the air reaches the fan it must pass
through a huge air washer which takes
out all of the dust particles and thor-
oughly cleanses it. The supply fan or
blower then forces the air through the
heater chamber in which are located six
Reynolds Unit Heat-Generators. A by-
pass arrangement allows a portion of
the air to go over the Generators and
mix with the tempered air assuring cor-
rect temperatured air for distribution
through the theatre. From the standpoint
of economy of operation it is said that
only one or more of the Generators need
to be fired, depending upon the outside
weather conditions. This eliminates
keeping of a steam boiler going at all
times. Where the air comes in direct
contact with the heating surface, as it
does in this blast system, the efficiency
is said to be increased as there is none
of the usual loss through steam pipes,
coils, etc.

A large air supply shaft carries the
air from the heater chamber to the attic
space over the ceiling where in a cork
insulated duct it is distributed to the
large ventilating beam across the rear
of the balcony ceiling, as well as to the
front of the auditorium, being discharged

through hidden openings behind the
decorative organ lofts on either side ot
the proscenium arch. The low veloci-
ties at which this air enters prohibits
objectionable drafts. A large exhaust
fan capable of handling practically 60,000
cubic feet of air per minute draws the
air out through the floor openings in the
balcony and auditorium floors discharg-
ing it to the atmosphere.

For the sake of economy proper
dampers are installed throughout the
( Continued on page 33)

UNIVERSAL added a magnificent
theatre to its growing chain re-
cently, when it opened a 3,000 seat
deluxe house in Brooklyn. The theatre,
which cost $1,500,000, is called the Uni-
versal. Of the atmospheric type, adapted
in design from the Italian garden, it is
architecturally, another notable achieve-
ment of John Eberson.

Carl Laemmle, head of Universal, per-
sonally represented his company at the
gala premiere, which was also attended by
many other notables, including James J.
Byrne, president of the borough, and
Ralph Jonas, president of the Brooklyn
Chamber of Commerce. Dimples Lido,
whom Carl Laemmle, Jr., recently brought
to this country from Europe to appear in
Universal pictures, also was present.

Up-to-the-minute in every theatrical de-
tail, the Universal is also an edifice of im-
pressive beauty. The exterior is arrest-
ing, not only in size, but also in design,
without, however, being garish. It is lo-
cated in the growing residential section of
Boro Park and aesthetically is thoroughly
compatible with its environs.

The lobby is spacious and is done in
polychrome, with odd colorings that have
a curiously fascinating effect upon the ob-
server, particularly as they change and
blend under the soft, yellow glow of the
golden lamps in the massive, wrought-iron
chandeliers.

The great auditorium gives the impres-
sion of being a huge Italian garden be-
neath a warm Mediterranean night. Stars
shimmer in the vast domed blue, while
misty clouds hide them for a moment as
they glide on their way. The walls repre-
sent garden walls, with trees and shrubbery
just beyond. While sitting between. them,
the effect is one of freedom and quietude.

The Universal has opened with a policy
of pictures and stageshows, with a perma-
nent orchestra offering musical novelties.
Vaudeville and presentation artists will be
presented, many of them in acts designed
especially to appeal to the theatre’s clien-
tele. Bills are to change twice weekly.

Besides a style of architecture entirely
unlike that of most theatres in the East,
the Universal is further distinguished by
two electric signs, one on the marquee, the
other upright, which are among the largest
in the country.

32 BETTER THEATRES SECTION OF November 26, 1927

East’s First Atmospheric Theatre

New Universal house in Brooklyn was designed hy John Eherson, noted Chicago
architect whose atmospheric theatres have become popular throughout world

November 26, 1927

EXHIBITORS HERALD

33

Weather Proofed
Hubbell Sockets
Take Ren Locks

The Ren Manufacturing Company of
Winchester, Mass., announces that Ren
Locks have heen installed in moulded,
composition weather proof sockets. These

locks may now be obtained, the company
states, in the new Hubbell No. 43310 and
No. 60666 composition sockets.

The Ren Lock is made in one style only.
It consists of a coiled spring and a grooved
ring. Likewise, there is only one style of
punch for applying the lock.

These locks may be used interchangeably
on brass and porcelain sockets and recep-
tacles and on Hubbell weather proof
sockets.

Overhead Air Conditioning
System Installed

( Continual from page 31)

system enabling the air to be either com-
pletely or partially recirculated when
desired. Auxiliary duct work carries
the air to the lounge on the tunnel floor,
the main foyer and lobby, as well as the
women’s and men’s lounges, smoking
and toilet rooms. Separate smaller ex-
haust fan systems are installed to carry
off the impure air in the smoking and
toilet rooms, as well as the sub-stage
rooms, such as the musicians’ library,
rest room, toilets, dressing rooms, etc.

Another important part of the system
is the installation of refrigerating ma-
chine equipment of the carbon dioxide
safety type capable of developing 225
tons of refrigeration every 24 hours. A
huge synchronous 300 horsepower motor
is directly connected to vertical three-
cylinder compressure of the modern
type. This again assures the patrons
that even in the hottest summer weather
they will still enjoy the comfort of a
truly atmospheric type theatre.

Large ornamental plaster grilles placed
in the front and rear of the balcony soffit
evenly distribute air in that portion of
the rear of the auditorium floor which
many times is uncomfortable due to the
low ceiling height. Furthermore, this
distribution has been so carefully de-
signed by engineers specializing in thea-
tres that no drafts are noticeable any-
where.

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chair to concrete.

Send for samples and prices

THE PAINE COMPANY

2951 Carroll Ave.
Chicago, 111.

79 Barclay St.
New York, N. Y.

Three Styles — Moderate Prices — Convenient

Terms

THE

REPR0DUC0

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ORGAN

Recent Installations:

Hardacre Theatre, Tipton, la.

Citadel Theatre, Bloomfield, Ind.
Strand Amuse. Co., Drumright, Okla.
Malone Theatre, Sikeston, Mo.

R. Flannery, Richlands, Va.

Orpheum Theatre, Lexington, Ky.

Aljo Theatre, Lexington, Ky.

Rex Theatre, Park Falls, Wis.

Eagle Theatre, Eagle River, Wis.
Strand Theatre, McComb, Miss.
Liberty Theatre, Clearfield, Pa.

S. Canton Theatre Corp., Canton, Pa.
Victoria Theatre, Blossburg, Pa.
Thomkins Theatre, Brooklyn, N. Y.
Cannon Theatre, New York, N. Y.

Has been installed, and is now being used in
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WHY?

Ask the men who are using them daily.

Imitation is the most sincere flattery. There’s only
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Over 1600 in daily use

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Send me descriptive booklet and names of users of the Repro-
duco Theatre Organs.

Name

City.. —State

34

BETTER THEATRES SECTION OF November 26, 1927

The BRENKERT “F-6”

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watchword in everything.

With the Brenkert F-6 Reflector
Arc Dissolving Slide Projector, a
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more brilliant, more sharply defined
and more evenly illuminated slide ef-
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Write NOW , for complete information.

BRENKERT LIGHT PROJECTION CO.

7348 St. Aubin Ave.

PRO JECTORS &- EFFECTIVE

LIGHTING ~ DEVICES

REYNOLDS

EQUIPMENT-

AIR CONDITIONING
FOR YOUR
THEATRE—

A Recent Installation
UNIVERSAL THEATRE

Brooklyn, New York
John Eberson, Arch.

Heating

Ventilation

Refrigeration

DESIGNED— INSTALLED
BY MASTER CRAFTSMEN—

b. F. REYNOLDS

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Where There Is a
Theatre There’s
Business

( Continued from page 29)

this by having attractive houses and show-
ing good pictures.

* * *

Garfield, N. J.

By E. C. KORNHOFF
Secretary , Board of Trade

We are in the same position as a year
ago when we wrote you. We believe that
a motion picture theatre will build up Gar-
field but so far have been unable to get one.

We have to have aid from outside
sources from people experienced in this
line, but up to date have been unable to ar-
range satisfactory. W.e still hope some one
will come to our aid and help us put the
proposition across.

^ ^ ^

Boulder, Col.

By ELMORE PETERSEN
State Association of Commercial
Organizations of Colorado

I can reply to the points set forth in
your recent circular letter as follows :

1. There is no question but what a high
class' motion picture theatre has great value
in attracting people to a community.

2. This influx of people to a town will
be reflected in the increased business of the
merchants in that town provided they are
live enough to get these people into their
stores when once they come to town.

3. The theatres in this city operate six
days a week.

4. Speaking for the state as a
whole, my opinion is that better
and better pictures are needed
especially in the theatres of the
smaller towns. The public cannot
be fooled and with at least one
auto per family and good roads
the consideration of a few miles
is of no consequence when select-
ing a place to go to see recrea-
tional attractions. If theatres in
small communities are to be main-
tained and operated at a profit it
seems to me that melodramatic
and sex pictures need to be elimi-
nated from their pictures.

* * *

Lodi, Cal.

By CAROL L. FLOYD
Assistant Secretary, Chamber of
Commerce

In answer to your questionnaire, we have
interviewed several of our leading merch-
ants, and their opinion is that the motion
picture theatre does not have much effect
upon the trade in a city the size of ours.
Lodi has a population of about 7,200.

* * *

Nashua, N. H.

By JERRY J. HAGGERTY
Secretary, Chamber of Commerce

Will say that theatres here have a ten-
dency to attract people and stores adjoining
them do more business. We have three
theatres here which operate daily and a
new theatre in the making.

^ ^

Ventura, Cal.

By LEWIS CARRIGAN
Secretary, Chamber of Commerce

1. Value of motion picture theatres in
attracting people. Observations made
in Redding, Cal. ; Monrovia, Cal., and
Ventura, Cal.

In the former two places I have wit-
nessed modern, up-to-date picture houses
open and feature good pictures. There was
a decided attraction to the people to come

November 26, 1927

EXHIBITORS HERALD

35

to both places. In Ventura we are getting
ready for a million dollar theatre and I
know it will draw people.

2. Reflected action to increased business.

The nights the stores stay open business

is always good. The same is true when the
theatres run special good matinees. Even
at present in Ventura, Saturday night is a
wonderful scene in Ventura, as the city is
actually filled to capacity. The wealthy
hinterlands come to the shows and the
stores are busy before the 7 o’clock show
and between 8 and 9 by the people waiting
for the 9 o’clock show. The pictures are
the only public attraction on the ordinary
Saturday night.

3. The theatres operate the seven days
of the week.

4. Between two communities of equal
business advantages, the one boasting the
finest theatres and shows is the one where
the crowds will be found.

From observation in other places through-
out the state of California, I believe the
same story is true. Just as the best theatre
draws in a city, just so with communities.
In fact, it is so obvious, I cannot conceive
of the necessity of your questionnaire.

* * *

East St. Louis, III.

By L. H. FORMAN
Manager, Chamber of Commerce

There is no doubt in my mind that a
good motion picture theatre has a stimu-
lated influence on business conditions in
the neighborhood in which it is located. I
think this is equally true of theatres located
in what might be called the retail district
as well as the neighborhood motion picture
houses. In short, where you would find a
motion picture you find activity.

There is being built in East St. Louis
at present a million dollar motion picture
theatre in the heart of the downtown re-
tail district. We are willing to concede
now that this theatre is a splendid addition
to the downtown district. We also are
willing to concede that it is going to result
in an uplifting influence in the entire local-
ity in which it is being built.

Theatres in East St. Louis operates seven
days a week.

* * *

Lexington, Ky.

By ED WILDER
Secretary, Board of Commerce

There is no way of estimating the great
value of our three high class motion pic-
ture houses to this community, either as a
means of bringing our own people down-
town or of attracting out-of-town visitors.
Each year we have two events, our Spring
Style Show and Fall Fashion Festival, in
which more than a hundred retail con-
cerns participate, and in these two events
our three motion picture houses take a
most prominent part, and their co-operation
and their efforts we feel attract many thou-
sands of persons to Lexington during the
two weeks’ retail activities.

Two of these houses co-operate with us
in putting on style shows in addition to
their regular programs, and these have got-
ten to be very high class productions and
have received many favorable comments,
both locally and from representatives of
picture houses in the larger cities.

This all reflects in increased business for
our community.

Our theatres operate seven days each
week.

* * *

Hyannis, Mass.

By H. S. DOWDEN,

Secretary, Cape Cod Chamber of
Commerce

This organization covers the whole of
Barnstable county, comprising 15 towns, in
most of which there are moving picture
theatres. I would say that the towns hav-
ing the better theatres and offering the
better pictures do draw from the other sur-

THEATRE DIRECTIONAL SIGNS

add immensely to the atmosphere of cordiality and welcome in
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Pictures
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The

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With a combined volume and tone equal in entertainment value to many higher
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36

BETTER THEATRES SECTION OF November 26, 1927

Send to Factory
for Illustrated
pamphlet.

Photo showing details of Intensiflector

THE ASHCRAFT INTENSIFLECTOR

(High Intensity Reflector Lamp)

'T'HIS lamp has proven its value in actual service in many large theatres. Its mechanical per-
fection has been tested through months of the hardest service.

With 65 amperes a picture of great brilliancy and detail is projected equal to and superior
in many ways to that projected by 120 amperes ordinarily used with the high intensity arc.

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MAGNETIC TAIL FLAME CONTROL INSIDE DOWSER OVER REFLECTOR

ASHCRAFT AUTOMATIC ARC CO.

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FOOTLIGHTS or SPOTLIGHTS

Fst

1901

or any other lighting equipment
made by us will give all users the
utmost in service and efficiency and
every satisfaction anticipated.

LIGHT YOUR THEATRE WITH MADELITE and realize
the wonderful quality in lighting equipment that is in use most
satisfactorily in De Luxe houses all over the country. We have
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Send for
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BELSON MANUFACTURING CO.

804 S. Sibley St.
CHICAGO, ILL.

Est. 1901

We a r
represented in
New York, St.
Louis, Minneapolis,
Omaha, New Orleans,
Seattle, Eos Angeles, San
Francisco

rounding towns. I, personally, almost
never attend motion picture theatres as I
do not care for them and so speak from a
disinterested standpoint. I do believe that
good motion picture theatres would attract
people to the neighborhood and to a certain
extent must be reflected in increased busi-
ness among the nearby merchants.

In a few of our towns pictures are shown
daily, afternoon and evening. I think a fair
average for the county would be four nights
a week.

* * *

Litchfield, 111.

By J. C. STREHLE,

Secretary, Chamber of Commerce

We consider a good picture show a big
asset to any city, and there is no question
but what it increases business, to nearby
merchants.

Had one case where a drug store
on the corner changed hands every
little while, no one being able to
make any money out of it. After
a picture show was located one
half block from it, this same drug
store has been a money making
proposition.

Our show operates seven nights a week
and one matinee on Saturday and Sunday
afternoons.

* * *

Globe, Ariz.

By W. O. SULLIVAN,
Secretary, Globe Luncheon Club

We are in receipt of your circular letter
of recent date, with reference to the value
of motion picture houses in attracting
people to a neighborhood.

We regret our inability to comply with
your request, but this community has but
two small theatres, thus rendering little
opportunity for actual observation as to
their effect in attracting people.

Doubtless in larger localities theatres
play an important part in attracting people
and enhancing the business of nearby mer-
chants.

* * *

Bridgeton, N. J.

By M. W. RIGGINS
Secretary, Chamber of Commerce

We feel that our motion picture thea-
tres do attract people to our city, par-
ticularly in view of the fact that we are
in the heart of a rural territory. In the
very near future, the Stanley-Fox Cor-
poration expect to begin the erection of
a fine new theatre. When this is com-
pleted, we are confident that Bridgeton
will be the theatre center of this part of
South Jersey and that our merchants
will experience a decided increase in
business.

Our present theatres are operating
every night with matinees on Saturdays.
We cannot say at this time on what
schedule the new theatre will operate.

* * *

Fresno, Cal.

By TREFFLE R. LA SEN AY
Executive Secretary, Chamber of
Commerce

The modern motion picture theatre
undoubtedly has tremendous possibili-
ties for attracting not only the urban,
but the interurban, populations of a city,
and beyond that has a strong drawing
power in adjacent communities. The
extent to which a theatre can attract
patronage from nearby communities to
a larger community depends largely, of
course, upon the class of pictures offered
to the public.

There is no question in the writer’s
mind that a modern motion picture thea-
tre tends to increase the business of mer-
chants located in its vicinity.

In our community we have three mo-
tion picture theatres which can be termed
( Continued on page 38)

November 26, 1927

EXHIBITORS HERALD

37

S. Carrasco of New York Wins
Ventilating Competition

Vernon H. W alther of Raff) & Raff company carries off second frize

IN a competition for the best ventilating
designs for a small moving picture
theatre held and just concluded by The
Heating and Ventilating magazine, the $100
first prize was awarded to S. Carrasco, an
employe of the Raisler Heating Company,
New York, and the second prize of $50
was won by Vernon H. Walther of the
architectural firm of C. W. and George L.
Rapp.

Remarkable as it may seem no two com-
petitors offered designs incorporating the
same ideas, showing that there is a decided
divergence of opinion as to the best, and
even the most practical, means for venti-
lating theatres of this type.

In describing the winning design, Heat-
ing and Ventilating magazine wrote :

* * *

“The solution offered by Mr. Carrasco,
winner of first prize, is shown in Fig. 1,
which is his basement plan, and in Fig. 2,
which is his first-floor plan. As will be
seen by reference to Fig. 1, the return air
is collected in three longitudinal air tun-
nels and passes back into the space marked
“Air Chamber” when it enters the plenum
chamber in front of the air washer simply
by opening the damper through the wall
indicated by D-l at this point. The air
then is passed through the air washer where
it is washed and cooled, after which it is
purified by means of ozone, picked up by
the fan and discharged through the 36-in.
x 36-in. by-pass into the flue going to the
ceiling outlets, as indicated in Fig. 2. In
this case dampers D-l and D-4 will be
open and D-2 and D3 closed.

“Thus, for summer use, the design pro-
vides for downward ventilation, the air

entering at the ceiling and passing out of
the theatre at the floor through a total of
160 mushrooms. No cooling is contem-

plated in the layout submitted beyond that
obtained with the use of a 9-ft. air washer
but Mr. Carrasco states that provision
should be made for a cooling plant so that
it may be installed later if desired.

* * *

“In the winter the ventilation may be

reversed and upward air flow used, the
air entering the theatre through the mush-
rooms in the floor and passing out of the
ceiling outlets and back to the air washer
through the vertical flue and damper. In
this case the by-pass would be shut off,
and the air discharged by the fan would

pass through the Vento heater shown be-
fore entering the space under the floor of
the theatre. This theatre is thermostat-
ically controlled and, when operating in
this manner, the dampers, D-l and D-4
would be closed and the dampers D-2 and
D-3 would be open.

“This design contemplates supplying 25
c.f.m. per occupant and exhausting the
same amount. The velocity of the air at
the floor inlets is 250 f.p.m. and, at the
ceiling registers, 350 f.p.m. The only point
on which this design might be criticized
is on the recirculation of 100 per cent of
the air at all times which, it might be
claimed, is not in accordance with the
general practice of recirculating only 75
per cent of the air when the theatre is
occupied and of adding 25 per cent of
fresh air during such periods. Of course,
when the theatre is not occupied there is
no objection to rotating all the air without
the addition of outside air. This design,
however, lends itself to such an altera-
tion very easily as all that would have to
be done would be to cut an opening in
the chamber just in front of the air
washer so as to connect this chamber with
the outside air and to insert therein a
damper so that outside air up to 25 per

cent of the total volume could be used
when desired.

“In regard to the heating, this is taken
care of entirely separate from the ventilat-
ing system and the building has been fig-
ured for a 70° F. inside temperature when
the outside temperature is zero. Steam is
supplied from an oil-fired, steel, steam-
heating boiler and radiators are placed at
various points and are of the sizes shown
in Fig. 2. The steam and return mains are
run in the air tunnels and are covered; a
gravity one-pipe system is used to supply
the radiators.

“In describing his system Mr. Carrasco
states :

“ ‘During the winter I propose to heat
the air to 75° F. by means of a Vento unit.
The air will be sent into the theatre
through mushrooms under the seats and
two registers in front. I assume that this
air will be around 68° F. when entering
the theatre.

“ ‘The air will be exhausted at the ceil-
ing through the duct work in furred-down
ceiling and taken down through the air
washer, ozonizer and fan.

“ ‘In this way I have a system able to
recirculate 100 per cent of the air, which
has all the advantages of clean, purified,
( Continued on page 50)

38

BETTER THEATRES SECTION OF November 26, 1927

Better Theatres

use

REISING’S
Better Decorations
for

all occasions

W'rite for our special
Christmas
Catalogue

G. REISING & CO.

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Where There Is a
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( Continued from page 36)

first class and first run houses. Situated
as we are in the center of a territory
which has many smaller communities
within a radius of 40 miles, we believe
that these motion picture theatres tend
to attract outside people to the city and
thereby increase the volume of business
done in Fresno.

We do believe, however, that circuit
ownership of all theatres in any one
community tends to restrict the quality
of attractions and that this policy in
turn will detract from the volume of
business to be expected from within and
from without any given community.

* * *

Vallejo, Cal.

By C. S. STANWORTH
Secretary-Manager, Chamber of
Commerce

The principal shopping street in Val-
lejo is Georgia street.

The two moving picture theatres are
located on Virginia street, one block
north of Georgia street, and business is
flowing to Virginia street.

There are four important business
buildings now being erected, and three
of them are on Virginia street, very close
to the moving picture theatres.

* * *

El Dorado, Ark.

By H. J. BRYANT
Cashier, Chamber of Commerce

In answer to your recent inquiry re-
garding the influence of the moving pic-
ture theatre on business of local busi-
ness houses and the building up of trade
territory I believe that there is no ques-
tion but that the town or city with mod-
ern moving picture houses will draw
from the surrounding terirtory.

We have a concrete instance in
this state where picture shows are
prohibited on Sunday of local peo-
ple visiting nearby cities in
Louisiana over the week end to
see a show on Sunday.

Merchants located adjacent to a good
theatre no doubt benefit from the loca-
tion in increased business. This is true
especially of such stores as drug stores
and candy shops.

The picture theatres in this city oper-
ate six days a week.

New $150,000 Theatre
Under Way on Coast

Excavation work has started on the
new $150,000 combination theatre and
store at North Sacramento, Cal., which
will face Del Paso boulevard on a tri-
angular site at Sixth and Dixie streets.

The theatre, which will seat 1,000, is to
be operated by the Blumenfeld Theatre
Circuit of San Francisco, owners and
operators of 25 motion picture houses in
Superior county, Cal. W. G. Preddy and
M. Blumenfeld are the heads of the
company. Stark and Flanders, architects,
have completed plans for the building
which will be of Spanish design and
of reinforced steel and concrete con-
struction.

Repair Tornado Havoc

(Special to the Herald)

ST. LOUUIS, Nov. 22.— Workmen are
repairing the studio building of the Volland
Scenic Studio, badly damaged by the tor-
nado that struck the city September 29.
The improvements will cost $45,000.

November 26, 1927

EXHIBITORS HERALD

39

William Bausch
Honored

William Bausch

MORE than 300 of the social and finan-
cial leaders of Rochester, N. Y., met
this month to pay a tribute of affection and
respect to William Bausch, secretary of the
Bausch & Lomb Optical Company, manu-
facturer of Cinephor projection lenses and
other optical instruments.

The occasion was the celebration of Mr.
Bausch’s twenty-fifth anniversary as presi-
dent of the Rochester club.

Willis K. Gillette, judge of the state
supreme court, outlined the history of the
club since its founding in 1860. He
stressed the fact that only 18 presidents
have held office since that time, William
Bausch having held it since 1902. “Senti-
ment,” said Judge Gillette, “is the finest
possession of mankind and ‘Billy’ Bausch
is one of the world’s most favored men in
having and holding the esteem of so many
of his fellows.”

Douglass Malloch, lyric poet, referred to
Mr. Bausch as a “two-gaited” man. He
illustrated his meaning with some original
verses in which he lauded the man who
could work hard, play hard and win the
love of friends.

A silver vase was presented to Mr.
Bausch by the club members. The vase
was filled with 25 American Beauty roses,
a memento from employes of the club.

In his reply to the various speakers Mr.
Bausch said that only through service
could a man prove himself worthy of the
high estate of manhood.

New Warehouse Gives
East Better Service in
V alien Curtain Controls

Theatre curtain equipment manufactured
by the Vallen Electrical Company of Ak-
ron, O., is now available, f. o. b. New
York City, to all customers in New York
territory, through the establishment there
of a warehouse with a complete stock and
an expert installer and repairer in charge.

Opening of a New York warehouse was
decided upon in an effort to give that dis-
trict better service in Vallen Noiseless
Curtain Controls and Noiseless Tracks, at
a smaller cost than heretofore.

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The Automatic Machine contains
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burn out or jam.

The Curtain Track is fitted with
hangers rolling or rubber wheels
from which the curtain is suspended
and the cable operates over ball
bearing steel pulley wheels.

hTABILAPC

Motor Generator

Rubber pads in feet eliminate the
need for a cork mounting. The
over-sized ball bearings very seldom
need lubrication.

The panel contains no relays or
solenoids to cause trouble and is
completely wired to a terminal
board ready for the outside con-
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was chosen by

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for their new

Paramount Theatre

in

Paris

Picture Quality Prompted the Choice

Raven Screen Corporation New York, N. Y.

40

BETTER THEATRES SECTION OF November 26, 1927

The Strong Reflector Arc Lamp

Manufactured by

THE STRONG ELECTRIC CO.

2501 Lagrange Street Toledo, Ohio

The Palace Or-
pheum, Milwaukee,
the brightest spot
on “The White
Way.”

Signs That Sell!

'PHE brilliantly lighted Milne Made
Electric Signs are the signs that sell.
They shout your show message to the
crowds that fill your theatre. They attract
attention for they are built by men who
know and understand “showmanship.”

The best Theatres in the country are
using MILNE Signs because they are con-
vinced that this "showmanship” is built
right in.

Send us the name of your theatre and let
us submit a colored sketch to you no ob-

ligation on your part.

MILNE ELECTRIC SIGN COMPANY

189 Fifth Street Milwaukee, Wis.

Long Distance Phone Grand 7666

MILNE

SIGNS

Changeable Letter Marquise or Canopies

Intricate System
of Stage Supplies
Installed by Clark

WHEN the stage manager of the
Capitol theatre, New York, gives
the cue to “fly” the “sheet,” there
is revealed an enormous stage equipped
with an intricate system of elevators, mov-
ing platforms, electric light trucks, stair-
cases and bridges that are said to rival the
equipment of theatres prepared to present
the most elaborate of stage revues. The
equipment was built by Peter Clark, and
while embodying some of the features of
standard automatic stages, introduces sev-
eral new mechanical devices. The whole
combination is designed to give the great-
est possible amount- of flexibility and
adaptability.

The stage is equipped with two elevators,
and a movable bridge. The elevators will
be designated as “A” and “B.” “A” eleva-
tor is 36 feet by 8 feet. “B” elevator is
36 feet by 6 feet. The latter is built in
three sections. These are made to rise
together, individually, or alternately, per-
mitting for a variety of stage arrange-
ments and effects. This elevator is down-
stage and rises to a height of 8 feet 6
inches above stage level.

5*C 5}C

Elevator “A” upstage, consists of two
decks, so that when it rises to its full
height of 8 feet 6 inches, it brings up an
auxiliary flooring which becomes the floor
level.

The bridge is 43 feet long and 6 feet
wide. It is set on steel tracks and the span
is so high as to permit of its being moved
back and forth on the stage without inter-
fering with the stage pictures or tableaus
on the elevators.

Of special interest is the moving plat-
form or automat. This is divided into two
sections. It operates on tracks and can
move up and down stage as a single unit,
or divide into two sections and move to
right and left of the stage.

In addition there is an elevator for the
orchestra, divided into three sections, one
for the orchestra proper, one for the piano
lift, and one for the organ lift. The or-
chestra elevator has an overall measure-
ment of 54 feet by 20 feet. It may be
operated by the conductor, whose stand is
equipped with buttons, controlling the lifts.

The lifts and elevators are operated
from a switch in the wings. Separate but-
tons control the various platforms and the
matter is as simple as merely pressing a
button to raise or lower any of the plat-
forms a given distance.

* * *

It is almost amazing to note that the
stage elevators, rising on only four giant
screws, are built to lift a weight of 15 tons.
They move at the rate of 14 feet a minute.

Coordinating with the stage equipment
is the newly installed electric switchboard,
said to be one of three greatest in exis-
tence. It has what is known as the pre-set
system, in which all lights are set in ad-
vance and the whole lighting for a scene
operated by a single lever. It controls the
borders, the new overhead bridge for
spotlights, and the house lights. There are
additional electric light trucks which may
be moved about to the desired position on
the stage. Other light controls are in the
organ loft, the projection booth, and the
light bridge along the balcony.

All this equipment was installed in three
weeks while the regular performances of
the theatre were in progress, and at no
interval during the construction period was
the theatre closed.

November 26, 1927

EXHIBITORS HERALD

41

Amplifiers Add Realism to Picture

By GARET GARTH

THE use of the radio and amplifying
equipment is fast becoming popular
in motion pictures, and due to the
variety of uses that the equipment can
be put to, the populartiy is bound to in-
crease in the future.

Probably the most unusual use of ampli-
fying equipment is that made in connection
with the roadshowing of the First National
picture, “The Patent Leather Kid,” star-
ring Richard Barthelmess.

I saw the picture at the Woods theatre
in Chicago and when the prize fight se-
quences of the picture were thrown on the
screen, it seemed as if the theatre was
filled with a howling, cheering mob of
frantic fight fans. Cheering came from
several parts of the house, but is gave the
effect of coming from the entire audience.
It was almost like sitting in the $40 seats
at the Dempsey-Tunney fight. The illu-
sion of being at the arena of a fight ring
was well-nigh perfect.

* * *

During the war scenes the house was
filled with every conceivable sound that
might issue from the thick of a major
battle. Rifle and pistol shots, the rumble
of tanks, and the clatter of machine guns
filled the entire house with noise.

To find how all these noises and effects
were produced, I went back stage during
another performance. The theatre was
using a Western Electric amplifying equip-
ment, No. 32- A. Six loud speakers were
placed in different parts of the house, two
being used in the balcony and four on the
first floor.

The cheering was produced by 12 men
who clustered around the microphone back
stage. They obtained their cues by a
buzzer operated from the projection booth.
During the fight sequences these men did
the cheering and shouting directly into the
microphone. The sounds were amplified
and carried to the loud speakers in the
theatre. Before the beginning of the pic-
ture the men sang a rousing song befitting
the picture. It was clearly reproduced by
the amplifier. The bombardment was made
by placing the microphone directly above
the mouth of a large barrel and firing a
pistol into the barrel. The barrel gave the
shots the sound of heavy artillery. The
sounds coming through the loud speakers
produced an illusion to the audience of
being in the very midst of the firing.
This eliminated the effect of detachment
when all sounds come from back stage or
in the orchestra pit.

* * *

This amplifying equipment operates on
the same principal as the amplifiers on a
radio. It makes use of a standard broad-
casting microphone. The amplifier operates
from the ordinary 110 volt alternating
lighting circuit and a 12 volt battery cur-
rent.

The entire equipment used in the Woods
theatre cost approximately $1,800, but this
included a motor generator set to produce
alternating current from the direct current
supplied to the theatre. This motor genera-
tor cost $200 and would not be necessary
where alternating current was available.
The cost of the equipment may be con-

siderably reduced by using fewer loud
speakers for smaller theatres. Two horns
would be adequate for theatres with a
seating capacity of 600 or less. The
speakers cost $70 apiece.

The Western Electric Company also
makes a small amplifier which would be
adequate for small theatres with a seating
capacity of not more than five or six hun-
( Continued on page 48)

,ven an

inexperienced

operator can get
better results with ACTODECTOR

STRONG, cleaivcut pictures —
a steady automatic supply of
current at the arc — these are the
results of ACTODECTOR.
Even an inexperienced
operator can get better
pictures, and at lower
costs, with this pro-
tection at the arc.

There is nothing to
adjust, nothing to
watch — merely close
the switch and strike

One power failure during a
performance costs more than a
Roth Emergency Lighting Sys'
tern installation. Send for Bui'
letin 900.

the arc. ACTODECTOR assures
absolutely steady projection at all
times even during the change-over
and when two arcs are being car-
ried at the same time.
No dimming or waver-
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the picture — all of it
gets on the screen
when ACTODEC-
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Bulletin 650 tells the
details.

ROTH BROTHERS & CO.

1409 W. Adams St., Chicago, III.

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Export Department, 44 Whitehall Street, New York City
We also ma\e special motor generator sets, motors for ventilating and pump service. Write for bulletins.

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42

BETTER THEATRES SECTION OF November 26, 1927

One of Country’s Finest

Loew s new Midland theatre in Kansas City seats 4,000 and was built at a
total cost of $4,000,000. It is a combination stageshow and picture house.

November 26, 1927

EXHIBITORS HERALD

43

4,000 Seat Loew Theatre Opens
in Kansas City

.oicpr's' most MAGNIFICENT THFiA’-.

VicV?. MUSIC . STAGE ATffj£r|J,

loEWS MIDLAND

A KANSAS CITY INSTITUTION
GRAND OPENING FRIDAY EVENING

LOEW’S new Midland theatre in
Kansas City, recently opened, is a
magnificent work of theatre archi-
tecture in which the patron of the mo-
tion picture may find the atmosphere of
romance and luxury.

The Midland offers to Kansas City a
theatre which ranks with the finest in
the country, and in appreciation the
premiere brought to the house the elite
of the city, who crowded and jammed
into the $4,000,000 structure, which seats
only 4,000. Kansas City has seen many
an auspicious opening, but never any-
thing like the opening of the Midland.

The men who built the theatre thought
they had erected a big auditorium un-
til they stuck their heads out of their
office windows early the day of the open-
ing to find themselves surrounded by
people.

Most of Kansas City seemed anxious
to attend the opening night. The first
man at the ticket window announced he
had arrived there at 4 o’clock that morn-
ing and was rewarded by being sold four
good seats on the first floor. Long be-
fore noon the 4,000 seats in the audi-
torium had been sold. Only four seats
were allowed to a person.

* * *

The line with its head at the ticket
window on Main street stretched around
the corner of Thirteenth street up the
block to Baltimore and on up Baltimore
to Twelfth street. It was evidently a
thrill-hungry crowd. Persons held bills
in their hands that there might be no
rummaging for exact change when the
house opened. Several platoons of mes-
senger boys were in line to get tickets
for those who could not devote the
morning to securing them. Several
policemen were required to maintain the
line and see that there was no cheating
for places.

Broadway and Hollywood met in Kan-
sas City the opening night and found it
open hearted. There were three visiting
film stars, there were speeches, there
was an orchestra that rose right out of
the floor, mind you, and there was no
end of pretty girls.

From the way they all talked it was

quite an event for them, and there is no
question about what it was for Kansas
City. It has been a long time since Kan-
sas City had had a genuine “first night,”
in the sense one considers the term in
New York or Hollywood. So it was
small wonder that everyone was there

— including the mayor, who stood at the
edge of the balcony to say how proud
he was of the theatre and the men who
made it possible, and of the unidentified
hero who got up at 4 o’clock to buy the
first ticket.

So it was a social as well as an enter-
taining evening. Long before the lights
were turned down the lobby and prom-
enade were filled with guests and patrons
inspecting the house.

Kansas City investigated every walnut
panel and every marble recess and de-
cided the owners got their money’s
worth. It is the only theatre in Amer-
ica where one steps upon carpet immedi-
ately after entering the house. There
are chairs where one may sit and imagine
himself a czar and there are ceilings
upon which one can read Latin and
imagine himself a Caesar.

Crystal chandeliers hang from ceilings
decorated with cherubs and roses. Wal-
nut walls are broken by towering mir-
rors. The grand staircase has posts of
marble and balustrades of bronze. Oil
paintings create spots of color on the
walls and lions and heroes are wrestling
on the console tables just where the
hands of sculptors arrested them.

* * *

All of that kept the show from open-
ing promptly at 8 o’clock, but no one
had expected it to anyway. There was
a round of applause when the big front
curtain went up and there was a breath
of astonishment as the orchestra, on its
elevating platform, rose grandly up from
the pit. That was a novelty to Kansas
City and it approved the novelty. It
saved this enthusiasm throughout the
entire overture, which was Tschaikow-
sky’s “Marche Slav,” with Rubinofif as
guest conductor. Behind the musicians
delicate lighting effects were thrown on
a silver curtain.

Then came a film of greetings, and
another telling graphically the story of
the building’s construction. After that
the news reel showed pictures of Lind-
bergh, of the Yale-Army game, and
other interesting persons and events. An
enlarged screen was brought into play
while scenes from motor races were

44

BETTER THEATRES SECTION OF November 26, 1927

A New Process

MlNUSA SCREENS are now built by an entirely
new process, making them far superior to any
other screens on the market today.

Through this new process it is possible to produce
a projection surface never before equalled; any
possibilities of clouds, highlights or surface de-
fects having been absolutely eliminated.

Furthermore, as in the past, each screen is built
after you order — after you send in to us the
specifications of your house.

Minusa Cine Screen Company

Bomont at Morgan Saint Louis

THE BEST

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SINCE 1914

The “ Warner” Variable Speed Projector Motor

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Speed control entirely self con-
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No external control necessary.
Speed variations accomplished by
simply moving the handle as
shown in cut.

Hundreds of theatre owners have
replaced constant speed motors
with "Warner" variable motors.
Write for bulletin

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It is cheaper to keep your seats in re-
pair than to have to buy new ones be-
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We have a full line of repair parts for
all makes of chairs and can furnish
Leatherette and cotton for re-upholster-
ing.

We do a large volume business
on a small profit margin — a trial
will convince you.

Reliable Theatre Seat Repair
Company

845 S. Wabash Ave. Chicago, 111.

Tel. W'ab. 9069

RUMORS

K/fonthly

SLIDE ne^s

fop and about the

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OCli/VNIral

9END IN YOUR NAME

I

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4||0|O^ Faadolpli 61

CHICAGO

shown. The huge screen gives such
scenes a splendid effect of reality.

After having been delighted at the
sight of Rubinoff riding on his elevated
platform, the audience gave him a cordial
greeting as he stepped out on the stage
to play his composition, “Dance of the
Russian Peasants,” and a diverting ar-
rangement of “Hallelujah.”

And so went the entertainment; al-
ways a bit novel, variegated and fast
moving. P. Hans Flath, at the organ,
played an arrangement of popular airs
calculated to set forth the history of
Kansas City, and there were two tableaux
of “The Scout,” once as a tribesman and
once as the bronze statue in Penn Val-
ley Park. A short reel of sea wonders
from the Ufa studios in Germany intro-
duced an educational topic in an amusing
fashion.

* * *

Then came Anatole Friedland, once
the operator of a highly decorated night
club on Manhattan Island. He concocted
a bubbly offering of singing, dancing
and patter which he served up in a man-
ner that made even the most abstemious
members of the audience applaud with
just a tinge of hilarity.

When the last dancing girl had cut
her capers and the last song had been
sung the real business of dedicating
Loew’s new Midland theatre was under-
taken. Mayor Beach was called upon
for a speech.

In a brief address he complimented
Herbert M. Woolf, vicepresident of the
Midland Investment Company, and his
associates on the work they had done
and wished them success. That was fol-
lowed by a similar wish by H. F. Mc-
Elroy, city manager, and then by the
introduction of Mr. Woolf, who made
a modest response that befitted so lav-
ish a host. Colonel Edward A. Schiller,
vicepresident of Loew’s, Inc., then told
a lot of interesting things about Mr.
Woolf’s part in the building of the thea-
tre which Mr. Woolf himself had
omitted.

“In magnificence,” Mr. Schiller said,
“this theatre is equal to any theatre in
the world. I don’t mean that to be an
expansive statement. I have seen most
of the imposing houses and I believe
this performs the important function of
combining good taste with luxury better
than any of them.

* ^ %

“The thing this house represents to
me,” he said, “is the efforts of our com-
pany to keep pace with the tendencies
of the amusement business. The de-
velopment of the motion picture has
brought many changes, and among them
have been the necessity for theatres such
as this.

“Do you know what the most revo-
lutionary influence in film exhibition is
today? I will tell you. It is the fact
that the theatre-goer can leave his home
at any hour of the day or evening and
go directly to the theatre to find a show
in progress. Formerly there were two
shows in a day with the audience shift-
ing at the close of each show. The con-
tinuous show, if it is a good one, will
find people moving in and out through-
out the run of the day. Some of them
may have to wait for seats. Some of
them may want to wait until the begin-
ning of the picture or to meet a friend.
There are one hundred reasons why the
various parts of the house must at all
times be comfortable and presentable.

“The center of interest in the theatre
has spread out from the auditorium to
other parts of the house. As the theatre
is a place where the majority seeks an
atmosphere of romance, luxury and well
being, it would not pay to keep your
audience waiting in any atmosphere but

November 26, 1927

EXHIBITORS HERALD

45

that. They must not only be comfort-
able, but they must be placed in a good
humor. Roast beef properly served and
garnished seems just a trifle more palat-
able than the same roast beef thrown
before you in a ‘hashery.’ Of course,
it must be good roast beef. No matter
how fine we make our theatres our en-
tertainment is what we must sell to the
public. Novelty and curiosity will not
pay out on a $4,000,000 investment. If
we give inferior shows in this house the
advantage its grandeur provides soon
would be lost. You may be sure we con-
template no such mistake.

* * *

“The motion picture seems to be the
keystone of all amusement at this time.
It has discounted many of the legiti-
mate theatre’s values. It has taught the
public the difference between a crowded
street and a painted back-drop. It has
substituted real engines for pasteboard
outlines and it has replaced synthetic
effects with realism.”

Then came the introduction of Ra-
mond Novarro, Aileen Pringle and
Charles “Buddy” Rogers, screen stars,
who made brief talks.

The Midland represents the most ex-
tensive endeavor in ornamental plaster
work ever attempted in a theatre. Silk
tapestry fibre, walnut paneling and
marble, as well as elaborately wrought
and highly colored plaster were used to
give what is intended to be, and un-
doubtedly is, a gorgeous effect.

The decorations are in the baroque
style of Louis XIV. They were designed
by Emil Milnar, and the work was in
the hands of Rambusch Decorating
Company of New York. O. E. Jansson
was the representative of that company
on the job. Gold leaf and silver leaf
were used extensively in decorating the
plaster work. In all, 6,500,000 square
inches of these precious metals in the
thin leaf form were used in the theatre.
Gold, French blue and ivory are the pre-
dominating colors.

* * *

The plaster work is the most extensive,
the most exacting phase of the decora-
tion. Fifteen skilled sculptors worked
out the wall detail in clay and from these
were made molds of glue in which the
ornamental plaster wall pieces were
made by 100 workmen. They have iron
frames which are tied to the metal lath
behind them. These wall surfaces are
particularly elaborate in detail. Some
are conventional patterns, but the ma-
jority are very elaborate. There are
some 30 panels in the theatre walls in
which mural paintings were placed. An
artist was busy at this task. Some paint-
ings of considerable intrinsic value are
hung in prominent places in the big
theatre.

The grand foyer of the theatre is a
room of imposing area and decoration.
The feature is a mirror 36 feet high. A
dome at the ceiling of this room is 53
feet above the carpeted floor. Walls are
paneled in walnut above a maple base.
There are some noteworthy statuary
groups in this room. The height of the
ceiling is particularly striking. The
great dome of the ceiling is nearly 100
feet above the level of the orchestra
seats. A five-story apartment building
might be set in the middle of the room
and the dome ceiling would clear its
roof. From the center of the dome hangs
a great chandelier of bronze and crystal,
14 feet in diameter and 24 feet long.
This is merely a detail of the extensive
lighting facilities, however. Lights of
4-shade tones enable striking effects off,
as well as on, the stage.

Probably the most bizarre note of the
theatre is to be found in the women’s
smoking room, just off the women’s re-
tiring room, or parlor, which, in turn,

(Eighteen Years of —

PIONEERING

pOR each type of audi-
x torium and light source
there is a special type of Da-
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unconditional guarantee of
satisfaction.

SINCE the initial demand for motion pic-
ture screen, Da-Lite has been a full step
in the lead.

Many of the most important advances —
even to the perfection of screen frames —
have been Da-Lite in origin.

The introduction of Tear-Proof Fabric ten
years ago made the screen practically a per-
manent unit of theatre equipment.

The majority of screen manufacturers to-
day, advertise heavy fabric screen but the
original Tear-Proof is an exclusive Da-Lite
feature.

And through these eighteen years of
pioneering, Da-Lite still leads with the only
genuine Tear-Proof Fabric Screen — seamless
in any size.

DA-LITE SCREEN CO.
CHICAGO

oes* ' *sao

Stage Lighting Supplies

Color Frames
Color Wheels
Color Rolls
Gelatine Mediums
Color Caps
Lamp Coloring
Colorine Remover
Lenses
Spotlights
Floodlights

EVERYTHING needed by the stage
electrician for lighting can be fur-
nished by Kliegl — from gelatine color
mediums to carbons, cables, pipe clamps,
et cetera. A complete line of parts and
supplies is carried in stock at all times
ready for immediate shipment. No delays.
Reliable high-quality products. Reasonable
prices. Wire, mail, or phone your orders.

Connectors
Plugs for Pockets
Lugs, Solderless
Stage Cable
Resistances
Reflectors

Shutters & Blinders
Slide Carriers
Music Stands
Aisle Lights

Write for Catalogue

Universal Electric Stage Lighting Co.,ino
32t West 50th Street

NEW YORK. N.^

oes-v.

I

eSSO

46

BETTER THEATRES SECTION OF November 26, 1927

It would be a real source of sur-
prise to an experienced showman
to walk into a modern theatre and
not find an @ Major System. Cer-
tainly there is evidence everywhere
of the overwhelming majority of @
Major Systems in the newest mo-
tion picture palaces, a point worth
considering if you are building.

&rank i&Ldam

ELECTRIC COMPANY

Atlanta, Ga.
Baltimore. Md.
Boston, Mass.
Brooklyn, N. Y.
Buffalo, N. Y.

ST. LOUIS

Charlotte. N. C.
Chicago, 111.
Cincinnati, O.
Dallas, Tex.

District Offices

Denver, Colo. Memphis. Tenn.

Detroit, Mich. Miami. Fla.

Kansas City, Mo. Minneapolis. Minn.

Los Angeles, Calif. New Orleans, La.

Omaha, Nebr.
Philadelphia, Pa.
Pittsburgh, Pa.

San Francisco, Calif.

Seattle, Wash.
Toronto, Ont.
Vancouver, B. C.
Walkerville, Ont.
Winnipeg, Man.

EDWARDS SHEET METAL
MARQUEES or CANOPIES

For use over entrances to theatres, hotels, cafes, store buildings, etc. A work of art
and they have the massive and ornamental appearance of cast iron, at but a fraction of
the cost. Furnished complete, easy to erect — Made of galvanized iron or copper in any
style or size desired. Shipped in largest convenient sections, with glass packed sep-
arately. Our large catalog showing complete line Marquises or Canopies, Balconies,
Cornices, Theatre Fronts, Signs, Skylights, Metal Roofing, Metal Ceilings and Walls,
etc., sent free on request.

The Edwards Manufacturing Co.

409-459 East Fifth St. Cincinnati, Ohio

The World’s Largest Manufacturers of Metal Roofing, Metal Shingles,

Metal Spanish Tile, Metal Ceilings, Metal Garages, Portable
Buildings, Rolling Steel Doors, Partitions, etc.

is just off the main lounge. In this room
wall surfaces of mosaic color were in-
stalled. The mosaic glass work and
marble pillars were taken from one of
the Vanderbilt mansions in New York.

* * *

Not the least imposing part of the
theatre is the service feature. It has
its own transformer station and the elec-
tric current it uses would be sufficient for
a city of 25,000 population. The ma-
chinery of the cooling system is equiva-
lent to that of an ice plant with a daily
capacity of 500 tons. A spray pond used
in connection with this system forms a
little lake atop the building. The same
air ducts are used for carrying cooled
and warm air as the season demands.

The Miner D. Woodling Heating &
Ventilating Company, of Kansas City,
installed the ventilating system, while
the Carbondale Carbonic Refrigerating
System provided the -cooling for air con-
ditioning. The seats of heavy leather
upholstery were furnished by the Amer-
ican Seating Company, while in the
booth are to be found Simplex projec-
tion machines. The plumbing and heat-
ing was installed by the U. S. Supply
Company, of Kansas City, and the roof
to the theatre was furnished by the
Welch-Sandler Cement Company, Inc.,
of Kansas City. Warsaw elevators play
their part in the house, while the grand
stairs in the lobby came from Rogers-
Schmitt Wire & Iron Company, of St.
Louis. Carpets came from Hardwick &
Magee Company, Philadelphia, while
cement work was done with Victor ce-
ment. The Cook Paint Company, of
Kansas City, furnished gallon after gal-
lon of paint. The general contract of
the theatre was handled by Boaz-Kiel
Construction Company, of St. Louis. A
huge Robert Morton organ is one of the
outstanding features of the house.

* * *

Leather doors between the main en-
trance and the auditorium insure quiet
and the theatre is absolutely fireproof,
of- structural steel, reinforced concrete
and brick, with 12-inch fire cut-offs be-
tween it and adjoining buildings, and be-
tween stage and auditorium, except the
arch, which is protected by a fireproof
screen.

The exterior of the theatre is of Italian
design in cream glazed terra cotta. There
is a large window treatment on the sec-
ond floor, hung with gold silk, covering
a colored illumination system. The mar-
quee is in antique copper and gold and
3,600 electric light bulbs supply one of
the brightest spots in Kansas City’s
downtown section. The ceiling of the
canopy has an indirect lighting system
and the facings of the entrance, in black
and white grand antique marble, are
trimmed in antique gold.

Are You Planning a

PAUL ASH
POLICY?

We are the producers of
Stage Scenery and Draperies of all
Oriental Theatre Productions for

PAUL ASH

rWe cordially invite theatres who
planning a Paul Ash Policy to cc
municate with us. We will be glad
" | give exhibitors the benefit of our
perience as to stage requirements
the Paul Ash type show.

John C. Becker & Bro.

2824 Taylor St. Chicago, 111.

November 26, 1927

EXHIBITORS HERALD

47

The Orchestraphone

View at right shows closeup of instru-
ment which can he cued to any motion
picture. Library contains nine classes
of music. View at right, below, illus-
trates the machine in use, with the
operator controlling the records.

National Theatre Supply
Gets Orchestraphone

New device has presentation in Chi cago

SOME time ago “Better Theatres” un-
covered for its readers certain semi-
secret labors in Chicago that had
finally made possible orchestral accompani-
ment to motion pictures in the smaller
theatres. Now “Better Theatres” com-
pletes that story. The device, called Or-
chestraphone, has been placed among the
products of the National Theatre Supply
Company and is ready to be presented to
the public.

In the article referred to (in issue of
September 3), Orchestraphone was de-
scribed fully, in purpose, method, and ef-
fect. Briefly, the instrument is a super-
phonograph, the sounds being amplified
and transmitted through giant loudspeak-
ers placed near the screen. An operator
sits in view of the screen at a cabinet on
which are two continuously revolving turn-
tables and various controls, and with a
cue-sheet before him, plays the records
called for by the cues. As much or as
little of a record as necessary can be
played, the music is yet continuous. The
operator need be no musician, indeed, need
have no special training nor be of more
than ordinary intelligence. And the rec-
ords, coming from the stocks of two lead-
ing phonograph companies (each instru-
ment has a library covering nine classes of
instrumental music), they are easily re-
placeable upon being broken or becoming
worn.

^ ^ ^

Recently, Orchestraphone had its formal
public presentation in Chicago, furnishing
the interpretative music to Mary Pickford’s
“My Best Girl” at a preview given by
United Artists at the Eighth Street theatre.
Here it duplicated the success achieved
several months before, at an informal pub-
lic hearing in another Chicago house.
Those at the preview, most of them mem-
bers of the film industry, greeted the de-
vice with enthusiasm. It seemed to mean
to them, as “Better Theatres” had pre-

dicted, something better in motion picture
entertainment in the smaller theatres. To
one observing the operation of the instru-
ment, the temptation is strong to compare
it, not contrast it, to a real symphony or-
chestra. The effect is as close to reality
as either the phonograph or radio achieve,
while the operator enjoys every privilege
of an orchestra conductor.

5jC 5*S 5fC

That the device may be a great boon to
the industry as a whole is entirely credible.
The larger theatres serve only the minor
part of the picture going public even in the
large cities, where convenience must al-
ways attract thousands to the small neigh-
borhood houses. And in the other cities
and in small towns, the smaller theatre is
usually the only kind available. It is plain
that if this type of house can present topi-
cal shorts, comedies, and news reels to
the accompaniment of an organ, with per-
haps an interlude of community singing to
the accompaniment of the organ, and
finally a feature picture interpreted by a
well-cued symphony orchestra, screen thea-
tre entertainment in general will grow
consistently more alluring and satisfying
than it is at present.

The cost of installing Orchestraphone, it
is said, will not be exorbitant, which is an
important fact in considering the device
as one particularly adapted to the smaller
houses. The operator could be hired locally,
while in the theatre having an organ, it
would not be uncommon, doubtless for the
organist to serve in this capacity for the
feature picture. Originally, it had been
thought to lease the instrument and cue
pictures at a central studio, the exhibitor
notifying the studio of pictures booked bnd
receiving the proper cue-sheets. This plan
has been abandoned. The machine is to be
sold outright, the 31 branch offices of Na-
tional Theatre Supply Company doing the
installing and servicing.

Ashcraft Equips New
United Artists House
on Coast with Lights

The new $3,500,000 United Artists thea-
tre, between Ninth and Tenth streets, on
Broadway, Los Angeles, has been equipped
100 per cent with Ashcraft lights.

The theatre company purchased three
high intensity lamps and three reflector
lamps, the latter to be used in the preview
room.

Ashcraft also installed rectifiers for op-
erating the three reflector arcs. The thea-
tre will be opened early in December.

Butterfield Opens

East Lansing House

As a result of the cooperation of East
Lansing merchants and the W. S. Butter-
field enterprises, a model theatre has been
erected in the new East Lansing business
block.

48

BETTER THEATRES SECTION OF November 26, 1927

THE HERTNER TRANSVERTER
TYPE C. P.

delivers within 3% of its rated voltage
under all conditions and loads.

IT ELIMINATES

needless overloading of the ballast
rheostats and continuous adjustment by
the operator.

IT PRODUCES

ideal, uniform projection thru its con-
stant voltage with consequent ease of
control of current.

Give us your projection room require-
ments and we will prescribe the type
and size Transverter that will give you
exactly the results you desire.

“Kaus-a-Lite” Seats Patrons Quietly!

The well lighted theatre aisle is essential to the
safety of patrons. “Kaus-a-Lite” seats patrons
quietly — efficiently — without annoyance to
those already seated. Write today for particu-
lars.

KAUSALITE MANUFACTURING CO.

8129 Rhodes Ave. Chicago

Kaus-a-Lite

Light Without a Glare !

Adaptable to any kind of theatre
teat. Fitt directly under arm of
aisle chair.

LOU SAMMS

m

Radium Effects and Novelties

Samples on Request

177 North State Street
CHICAGO, ILL.

THEATRICAL

jm)

°wESTppiceS
Catalogue
J.R£LANCY>^ 5YRACUSE|\iy

Amplifiers Add
Realism to
Film

(Continued from page 41)

dred seats. This set with two loud speak-
ers could be installed for a little more than i
$500 and would produce ample volume for
such theatres.

These sets could be used for a variety i
of means of entertainment in a theatre.
With the use of a phonograph pickup,
phonograph music could be amplified and I
used for the theatre music. The clarity of i
tone and perfection of reproduction is every
bit as good as the new electric phonographs
and the volume would effectively cover the
entire theatre. For the small theatre that
cannot afford to hire an orchestra this
should help in the solution of the the-
atre’s music problem.

A Chicago theatre uses an amplifier and
phonograph music in connection with organ
solos. The organ being used to accompany
phonograph records such as songs sung by
famous artists. This has already been
treated more fully in an article in Better
Theatres written on the Scrimaphone as
developed by Albert Brown of Marks
Brothers of Chicago.

* * *

Another use to which the amplifier can
be put is the amplification of radio broad-
casts. This is being done in many theatres
over the country, especially for such broad-
casts as prize fights, and with remarkable
sucess from a box office standpoint. For
doing this any good radio is used to
pickup the broadcasts. The radio is con-
nected through a small transformer directly
to the amplifier. The amplifier then in-
creases the volume sufficiently for the
broadcasts to be heard in all parts of the
house.

Many novel stunts can be worked with
the use of the amplifier. One stunt that
will go over big is to have a soloist sing
into the microphone behind the curtain.
The audience hears the voice but cannot
see the performer. When the audience’s
curiosity has been sufficiently aroused, the
performer steps from behind the curtain
and finishes the song. The novelty of the
stunt will produce a big hand.

Since the amplifier is" easy to move no
special room has to be prepared for it,
and the horns can be moved from different
parts of the theatre with practically no
trouble. Where it is desired the horns
may be used outside for announcements on
the street. As an inducement to draw
passersby into the theatre one horn may
be placed on the outside of the theatre to
throw the same music on the street that
is being given inside the theatre.

By the use of dry cells to furnish the
plate voltage for the tubes instead of the
alternating current that is generally used,
the set may be mounted on a ballyhoo
truck for announcements on the city streets.
And to attract more attention a phonograph
may be used with the amplifier on the
ballyhoo truck to throw music along the
streets between announcements.

* * *

Where it is desired additional micro-
phones may be bought and used from any
quarter of the theatre. The manager can
have one in his office to make announce-
ments in the theatre, the announcements
being made in the manager’s office and
carried by the amplifier to the theatre
auditorium. These are. just a few of many
uses to which the amplifier can be put.

Installation is comparatively simple. Any
electrician can install one in a single day.
The larger sets operate from alternating
current and 12 volts of battery current,
either storage battery or dry cell.

November 26, 1927

EXHIBITORS HERALD

49

COLORTOMES

— exclusively in

the Specification Built

Expertly developed colortones, meet-
ing the needs of any type of projection
lamp, regular arc, reflector arc, high
intensity arc or incandescent Mazda
equipment are built into every Silver-
sheet surface.

The secret of these bronzes is in the
scientific mixing and application. The
resulting colortones, adapted perfect-
ly to your individual projection lamps
produce sharp, clear pictures of unus-
ually good depth. They are of unsur-
passed value in interpreting the col-
ored pictures now coming into such
wide use.

Just as the Silversheet is the ONLY
screen with the genuine Knobel-Built
Specification Surface, it is also the
ONLY screen offering Colortones,
the latest advance in the screen mak-
er’s art. To be sure of getting a color-
tone Surface, be sure to specify a
Silversheet.

C

When an especially durable screen is de-
sired, we recommend the installation of
a Tear-Proof Silversheet. This is a screen
with the Silversheet Specification Col-
ortone surface built on a non-tearable,
abuse-resisting puncture-proof canvas
base that successfully resists damage that
would ruin a lighter base screen.

AMERICAN SILVERSHEET CO.

Saint Louis

Write direct or to the nearest “ National "
Branch for details and prices.

The Leading Architects

now spe-
cify BEST
port hole
SHUT-
TERS.

Mfg. by

Best

Devices

Co.

200 Film
Bldg.

Cleve., O.

Moslem Architecture
As Applied to
Theatres

( Continued from page 10)

tiles. The Alhambra at Granada, Spain,
represents the zenith of Moorish archi-
tecture.

The Persians alone among Moham-
medan peoples have had from the
first an art of their own. Their archi-
tecture is divided into three periods,
being first the period from the Arab
conquest in 641 to the Mongal inva-
sion under Jenghis Khan in 1221 ; the
second from the long period of commo-
tion and incessant changes of dynasty
from 1221 to the accession of the Sefi
dynasty in 1499. The third period ex-
tends to the present time.

In the matter of ornament the Per-
sions surpassed the Western Moslems
in ceramic decoration and also in the
flowing grace and freedom of their pat-
tern. Hardly a moulding is to be met
in Persian exterior decoration, which is
effected almost entirely by the means of
ceramic tiles in beautiful hues of yellow,
blue, red and green, with the inscriptions
and details often in black.

Persian architecture is distinguished
by its bulb domes, huge niche portals,
round minarets, external decorations in
figured tiles, and by the use of a four-
centered arch something like those of the
Tudor style.

Indo-Moslem buildings are mostly of
stone, which gives them a dignity of ex-
ternal aspect often wanting in Arabic
and Persian edifices. In constructive
science they rank high, and are further
dignified by their beautiful approaches.
The bulb dome and round minaret are
found in India as in Persia; but the ogee
arch is more common and ornate carving
in stone is especially characteristic of
the Indian buildings.

Turkish architecture alone employs
the Byzantine dome, half dome and pen-
dentive, and the round minaret with coni-
cal spires. It is the most sparingly
decorated of all Mohammedan styles, es-
pecially in its total lack of external color;
on the other hand its great monuments
have a picturesqueness of mass and a
scientific excellence of construction
which partly atones for their coldness
and bareness.

[NOTE— A great deal of this material
has been taken from “A Dictionary of
Architecture” and parts of this article are
quotations from it.]

Westing house Gets

California Order

The H. S. Tittle Company of San
Francisco recently purchased for the
West Coast Theatres Corporation, two
Westinghouse theatre switchboards, to
be used in the house being erected at
Oakland. Weeks and Day are the archi-
tects, and C. W. Byrchett is the building
engineer.

One board is a 116 circuit, five-scene
multi-preset type for stage control, and
the other is a 58 circuit, dead front single-
scene board for auditorium lighting.

Another in Kansas City

The Aladdin theatre, new suburban house
of Kansas City, opened its doors this week.
It has a seating capacity of 1,000 and cost
$100,000. The house, which is owned by
G. M. Baltis, will be managed by William
Parsons, formerly of Joplin, Mo.

10 PICTUROLLS

for the Price of 8

r 1 ''RY our standing order service
for 3 months at special price
of $10 postpaid for 10 88-note
Organ Music Rolls.

PICTUROLLS are guaranteed
to get 100 per cent MORE MEL-
ODY AND ACTION out of your
organ than can be played by 95
per cent of organists playing manu-
ally— an absolute fact.

Change Your Organ

A. B. Watson, of Michigan Pipe
Organ Service Co., Jackson, Mich.,
will change your hand played organ
to an 88-note organ. Write for
details.

PDQJf=H(y)<SO<S

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50

BETTER THEATRES SECTION OF November 26, 1927

Carrasco of New York
Wins First Honors in
Ventilating Competition

( Continued from page 37)

theatre. In this case dampers D-2 and D-3
will be closed. Damper D-l and damper
D-4 open.

“‘Resuming: In winter, warm air will be
admitted at the floor and exhausted from
properly heated and humidified air, be-
sides all the economy in fuel saving.

“ ‘The system is reversible for the sum-
mer season. In that case the air will be
taken from the theatre through the mush-
rooms and registers and passed through
door D-l into the air washer for cooling.
It will be purified or ozonized and sent
by means of the fan and the by-pass duct
to the duct work at the ceiling into the

CIRCUSHCRRLD5

MOG9SW

D&Ttt-POJTfR5

EXHIBITORS

' Printing Service '

I 711 South Dearborn Street .
CHICAGO, ILL.

recirculation at the ceiling. In summer,
cold air will be supplied at the ceiling and
exhausted at the floor for recirculation.

“ ‘All mushrooms and registers must be
provided with some way of regulating the
amount of air.

“‘The Vento stack will be thermostat-
ically controlled as well as four radiators
in tbe theatre.

“ ‘The projection booth will be separately
ventilated, taking from this system two
branches for the toilets. The supply for
the toilets will be through a register at the
bottom of the door.

“ ‘I recommend the installation of an air
washer with two banks of sprays and 9 ft.
long in order to have the maximum cool-
ing possible without a refrigerating plant.

“ ‘Nevertheless, arrangements should be
made so as to use the same air washer
should it later be found necessary to install
a refrigerating plant.

EVERYTHING FOR
THE STAGE

fceiucStudios

TIFFIN. OHIO

ESTABLISHED 1903

Send for Catalogue

Announcement

►p ^

FOR the next few months this space will he devoted to a
series of chats on Projection Lenses and Optical systems.
The functions of the projection lens will be explained; the
characteristics necessary in a projection lens will be discussed
together with the limitations imposed on the lens designer by
the need of recognizing several conflicting requirements.

These data are being prepared under the direction of the
Scientific Bureau of this company and may he accepted as true
to fact in every detail.

We invite correspondence on any point in respect to this or
other optical data.

■ — **

BAUSCH & LOMB OPTICAL CO.

652 St. Paul Street Rochester, New York

Stanley Erects New
Store and Theatre
At Bridgetown, N. J.

Announcement has been made that the
Stanley Company of America will con-
struct a new office, store and theatre j
building at the corner of Commerce and |
Peach streets, Bridgeton, New Jersey, at I
an approximate cost of $1,000,000.

The Hoffman-Henon Company has
been awarded the contract for the de- I
signing and construction of the building, J
which is to be started immediately, in
order to be finished by July 1, 1928.

The Mercantile Theatre Properties,
Inc., acquired the site from the owners
through Mastbaum Brothers and Fleisher.
This is the fifth theatre to be constructed
by the Mercantile Theatre Properties,
Inc., and to be operated under the direc-
tion of the Stanley Company of America.

Fox Insures 860 Executives

NEW YORK. — William Fox has insured
the lives of 860 executives and departmental
employes.

INCREASEYour revenue

xp with a

"“"STAR

Pop Corn
Machine

We can fill your
requirements per-
fectly at the right
I

price !

Write for free
catalogs

STAR MFG. CO.

Inc.

4477 Finney A venae,
St. Louis, Missouri

are the reliable method wherever light
control is needed — in electric signs,
flood lighting, spectacular lighting ef-
fects. Leaders for 20 years.

2651 W. Congress St.
Chicago

Write for

valuable

bulletin.

PETERSON “FREEZEM” COOLING SYSTEM

Does more and costs less, can be used same in winter as in summer. Different from all other cooling systems,
perfectly cooled in every corner of Bldg. For Theatres, Cafes, Churches, Drygoods stores and Dance Halls.

Salesman wanted — State Agency open. Write for description folder.

PETERSON “FREEZEM” SALES CO.

5 N. Dewy

C. A. PETERSO.y. MGR.

OKLAHOMA CITY

November 26, 1927

EXHIBITORS HERALD

51

Clamping the Lid on the Qossip Mongers

Right: Reproduction of ad-
vertisement published in
Indianapolis dailies offer-
ing authentic and scientific
data concerning the proof
of the safety of the Indiana
theatre, Indianapolis.

they- deserve their freedom; but be-

bi

cause of the technicalities of the law.

THE INDIANA THEATER

tc

0

The Indiana theater building Is one

of the newest atructurea In the city.

It wsb erected according to plana

0-

drawn oy efflolent architects, and

t)

f

the work wae competently auper-

w

e

vised during Its process. Further-

P'

e

more there was compliance with the

c

city bullying* code to the satisfaction

j*

e

of,ttie city building Inspector. Tak-

lng all these things Into con6ldera-

■

®

tlon, It' Is amazing that rumors af-

U

fectlng Its security should, have

n

gained circulation, but they did.

tl

J The ownership and management

t;

r

of the place, confident in their

**

a

knowledge of the building's stabll-

u

B

Ity, naturally took effective steps

d

to reaasure tho public. They era-

*

ployed foilr well-known building

experts and construction engineers

h

>to rnqke a detailed egamlhatton of

a

e

the building — James B. Steep, of

8-'

■'

Detroit, formerly of Indianapolis,

<J

*

who ha« been consulting eriglneer

In construction of the Whltehlll,

Singer and Equitable buildings In

New York, the Westmoreland the-

B

ater In Pittsburgh, the Blackstone

*

hotel In Chicago and almost a score

p;

of other large buildings and the-

le

B

atere In the country; A. H. Tash-

ai

Jlan, of Cleveland, consulting engl-

J

neer on the construction of the In-

f

dlana world war memorial shrine;

m

e

Hugh J. Bpker, Indianapolis atruc--

e\

*

tural engineer, and Harry O. Gor-

te

f

man. consulting engineer of Indl-

w

y

ahapolls, who formerly was engl-

OI

c

neer for the Indiana public service

*

commission.

dl

_

These men agree that the build-

6

lng is safe, • Mr. Steep certifying

$1

*

that "the entire building is excep-

di

tlonally well constructed and abso-

m

lutely safe." W. A. Osbon, city

OI

building inspector, and T. D. Leo,

c«

chief engineer of the department,

0)

£

agree In reporting that "after sev-

0

eral examinations of thlB building.

b

we have been, unable to locate or

*

find any eigne of fatigue or failure

el

e

of any nature in any trusses, col-

d'

d

umns or duty members In any part

8 •

d

of the building." As far as expert

a.

opinion can make them, tho reports

U

would appear to be conclusive.

If

Cuba, Germany, Poland and

Czechoslovakia have agreed to par-

n<

cel out sugar to the world, and

fr

'

probably to see that the price never

m

d

falls below the minimum once e6-

p-

1.

tabllshed by the sugar trust in the

B

United States.

*

How can the Democratic mayor of

*

Indianapolis reconcile the political

philosophy of Thopias Jefferson and

concerning

Indiana Theatre and Ball Room

DESIONING PERSONS wltn malicious intent, to whom truth and decency arc unknown, have
originated and eperad the oily rumor that the Indiana Theatre Building is unaalc ... In
defiance of dean American business principles, and knowing the talc they Cold was false, they have
circulated this rumor by word of mouth cautiously spoken on the street, by anonymous Utters and
by inference Others have thoughtlessly repeated this rumor and thus helped to spread it.

CIRCLE THEATRE COMPANY

Operating The Indiana Theatre and Ball Room, The Circle Theatre. The Ohio Theatre and The Uptown Theatre
Board or Directors:

AS an answer to gossip and whispered reports concerning the
safety of the new Indiana theatre and ballroom building,
Indianapolis, opened recently and costing nearly $2,000,000.
the directors of the Circle Theatre Company, owners of
the building, have given to the public the reports of expert
engineers of national reputation and standing to show that such
gossip is entirely untrue.

The reports of unsafe conditions arc declared by the directors
to have been originated by designing persons with malicious
intent, “to whom truth and decency arc unknown.”

Once started the rumors spread and as they spread they grew.
It was whispered that the building had been condemned. It
was said that a part of the balcony had been roped off for
safety. It was said there was imminent danger of catastrophe.

Full page advertisements were carried in all three of the local
papers by the theatre corporation to refute the rumors.

As evidence of their own faith and as a complete answer to
any suspicion, the directors pointed to the fact that they almost
nightly had been visitors to the ballroom and that they had
taken with them their wives and daughters and sons and invited
their closest friends.

That their evidence might be most convincing, they employed
the most careful engineers in the country, using the most
modern methods known to science, to examine the building
thoroughly, to test it in every possible manner, anil in the
advertising display, the theatre owners ran verbatim reports of
these experts.

These engineers are unanimous in their verdict that the build-
ing not only is safe, but would be safe even if subjected to
dancing by three or four times the number of persons who
could be crowded into the building.

Below, left and right: Ed-
itorial published in an In-
dianapo hs daily on the ru -
mors spread by malicious
persons, and front page
story, also published by the
local newspapers.

[DECLARE INDIANA
: BUILDING ISSAFE

Expert Engineers Inspect
Structure Following Circu-
« lation of False Reports.

d (The statement of the board or

* directors of the Circle Theater
k Company will be found on Page 7.)

r Reports that the Indiana theater and
>- ballroom are unsafe, that the floor Is
sinking and that the building has been
e condemned, were halted yesterday by
statements of five building and en-
gineering experts, who pronounced
,r the entire building thoroughly safe

0 and the ballroom as "^apable of hold-
n lng four times as many people as
|t possibly could be packed Into It."

Directors of the Circle Theater

* Company. < owners of the Indiana
d theater and ballroom, announced
(. they had employed the engineering

experts to examine the building thor-
- ougbly when reports of its lac|c of

* safety began to be circulated.

c VV. A. Osbon, city building com-
y mlssloner, and T. D. Lee. chief en-
gineer, declared that "apparently
there has been a malicious intent to

1 spread a rumor that the Indiana the-
ater and ballroom Is unsafe. We
want to say that such a rumor Is

‘ wholly unfounded."

L

i

:>f

rt

CAN NOT BE OVERLOADED.

Harry O. Carman, consulting archi-
tect. asserted that "the Indiana
theater and ballroom Is safely de-
j signed and constructed and it cannot
be overloaded by any crowd that
could be assembled in It."

From Hugh J. Baker, structural
engineer, came the statement, "The
greatest number of people that can
be packed into the Indiana theater
and ballroom can not posslbiy load
it up to the stresses for which It is
designed."

A. H. TashJIan, consulting engineer
of Cleveland, O..’ said, "I have per-
sonally examined the Indiana theater
and ballroom thoroughly and am
pleased to say that I find the struc-
ture itself well built, with no sign of
weakness anywhere, and therefore the
building is amply sate for the uses
for which it is built."

/ames B. Steep, consulting engineer
of Detroit, Mich., said. "I am firmly
of the opinion that the ballroom of the
Indiana theater will handle any crowd
that can be packed into It."

Insurance companies also are oer-
taln the theater and ballroom are
safesafe, as evidenced by the fact
that they write g. very liberal amount
of. liability Insurance on the building,
to be exact, more than $1,000,000.

DIRECTORS' STATEMENT.

The directors of the Circle Theater

t

52

BETTER THEATRES SECTION OF November 26, 1927

Better Theatres Information
and Catalog Bureau

Many of the products listed below are advertised by reliable companies in this issue of “ Better Theatres'

Free Service to Readers
of “Better Theatres”

#][ “Better Theatres” offers on these pages an indi-
vidual service to its readers through this Exhibitors
Information and Catalog Bureau. Detailed informa-
tion and catalogs concerning any product listed on
these pages will be sent to any theatre owner, man-
ager, architect or projectionist.

{TIFill in the coupon on the next page and maul it to
the “Better Theatres” division, Exhibitors Herald,
407 S. Dearborn street, Chicago.

MTTMany of the products listed by this Bureau are
advertised in this issue of “Better Theatres.” See
Advertisers Index.

l|We are glad to serve you. Do not hesitate to ask
^ us for any information on equipment or problems
pertaining to the efficient operation of your theatre.

A

1 Accounting systems.

2 Accoustical installations.

3 Adapters, carbon.

4 Adding, calculating ma-

chines.

5 Admission signs.

6 Addressing machines.

7 Advertising novelties,

materials.

8 Advertising projectors.

9 Air conditioning equip-

ment.

10 Air dome tents.

11 Aisle lights.

12 Aisle rope.

13 Alarm signals.

14 Arc lamps, reflecting.

15 Architectural service.

16 Arc regulators.

17 Artificial plants, flowers.

18 Art titles.

19 Automatic curtain con-

trol.

20 Automatic projection

cutouts.

21 Automatic sprinklers.

B

22 Balloons, advertising.

23 Banners.

24 Baskets, decorative.

25 Bell-buzzer signal sys-
tems.

26 Blocks, pulleys, stage-

rigging.

27 Blowers, hand.

28 Booking agencies for mu-

sicians.

29 Booking agencies (state

kind) .

30 Boilers.

31 Bolts, Chair anchor.

32 Booths, projection.

33 Booths, ticket.

34 Box, loge chairs.

35 Brass grills.

36 Brass rails.

37 Brokers-Theatre promo-

tion.

38 Bulletin boards, change-

able.

c

39 Cable.

40 Cabinets.

41 Calcium lights.

42 Cameras.

43 Canopies for fronts.

44 Carbons.

45 Carbon sharpeners.

46 Carbon wrenches.

47 Carpets.

48 Carpet cushion.

49 Carpet cleaning com-

pound.

50 Carpet covering.

51 Cases, film shipping.

52 Cement, film.

53 Chair covers.

54 Chairs, wicker.

55 Chairs, theatre.

56 Change makers.

57 Changer overs.

58 Color hoods.

59 Color wheels.

60 Condensers.

D

61 Date strips.

62 Decorations (state kind).

63 Decorators, theatre.

64 Dimmers.

65 Disinfectants — perfumed.

66 Doors, fireproof.

67 Draperies.

68 Drinking fountains.

69 Duplicating machines.

E

70 Electric circuit testing

instruments.

71 Electric fans.

72 Electrical flowers.

73 Electric power generat-

ing plants.

74 Electric signs.

75 Electric signal and con-

trol systems.

76 Emergency lighting

plants.

77 Exit light signs.

F

78 Film cleaners.

79 Film splicing machine.

80 Film tools (state kind).

81 Film waxing machine.

82 Fire alarms.

83 Fire escapes.

84 Fire extinguishers.

85 Fire hose.

86 Fire hose reels, carts.

87 Fire proof curtains.

88 Fire proof doors.

89 Fire proofing materials.

90 Fixtures, lighting.

91 Flashlights.

92 Flashers, Electric sign.

93 Flood lighting.

94 Floorlights.

95 Floor covering.

96 Floor runners.

97 Flowers, artificial.

98 Footlights.

99 Fountains, decorative.

100 Fountains, drinking.

101 Frames-poster, lobby dis-

play.

102 Fronts, metal theatre.

103 Furnaces, coal burning.

104 Furnaces, oil burning.

105 Furniture, theatre.

106 Fuses.

G

107 Generators.

108 Grilles, brass.

109 Gummed labels.

110 Gypsum products.

H

111 Hardware, stage.

112 Heating system, coal.

113 Heating system, oil.

I

114 Ink, pencils for slides.

115 Insurance, Fire.

116 Insurance, Rain.

117 Interior decorating serv-

ice.

118 Interior illuminated

signs.

J

119 Janitors’ supplies.

L

120 Labels, film caution.

121 Lamps, decorative.

122 Lamp dip coloring.

123 Lamps, general lighting.

124 Lamps, incandescent pro-

jection.

125 Lamps, high intensity.

126 Lamps, reflecting arc.

127 Lavatory equipment, fur-

nishings.

128 Lavatory fixtures.

129 Ledgers, theatre.

130 Lenses.

131 Lights, exit.

132 Lights, spot.

133 Lighting fixtures.

134 Lighting installations.

135 Lighting systems, com-

plete.

136 Linoleum.

137 Liquid soap.

138 Liquid soap containers.

139 Lithographers.

140 Lobby display frames.

141 Lobby gazing balls.

142 Lobby furniture.

143 Lobby decorations.

144 Lubricants (state kind).

145 Luminous numbers.

146 Luminous signs, interior,

exterior.

M

147 Machines, ticket.

148 Machines, pop corn.

149 Machines, sanitary vend-

ing.

150 Make up, boxes, theatri-

cal.

151 Marble.

152 Marquise.

153 Mats, leather.

154 Mats and runners.

155 Mazda projection adapt-

ers.

156 Metal lath.

157 Metal polish.

158 Mirror, shades.

159 Motor generators.

160 Motion picture cable.

161 Musical instruments

(state kind).

162 Music publishers.

163 Music rolls.

164 Music stands.

N

165 Napkins.

166 Novelties, advertising.

167 Nursery furnishings and

equipment.

November 26, 1927

EXHIBITORS HERALD

53

Exhibitors Information and Catalog Bureau

o

168 Oil burners.

169 Orchestral pieces.

170 Orchestra pit fittings,

furnishings.

171 Organs.

172 Organ novelty slides.

173 Organ lifts.

174 Organ chamber heaters.

175 Ornamental fountains.

176 Ornamental metal work.

177 Ornamental metal thea-

tre fronts.

P

178 Paint, screen.

179 Paper drinking cups.

180 Paper towels.

181 Perfumers.

182 Photo frames.

183 Pianos.

184 Picture sets.

185 Player pianos.

186 Plastic fixtures and dec-

orations.

187 Plumbing fixtures.

188 Positive film.

189 Posters.

190 Poster frames.

191 Poster lights.

192 Poster paste.

193 Portable projectors.

194 Pottery, decorative.

195 Power generating plants.

196 Printing, theatre.

197 Programs.

198 Program covers.

199 Program signs, illumi-

nated.

200 Projection lamps.

201 Projection machines.

202 Projection machine

parts.

203 Projection room equip-

ment.

R

204 Radiators.

205 Radiator covers.

206 Rails, brass.

207 Rails, rope.

208 Rain insurance.

209 Rectifiers.

210 Reconstruction service.

211 Redecorating service.

212 Reflectors (state kind).

213 Refurnishing service.

214 Regulators, Mazda.

215 Reels.

216 Reel end signals.

217 Reel packing, carrying

cases.

218 Resonant orchestra plat-

form.

219 Reseating service.

220 Rewinding film.

221 Rheostats.

222 Rigging, stage.

223 Roofing materials.

s

224 Safes, film.

225 Scenery, stage.

226 Scenic artists’ service.

227 Screens.

228 Screen paint.

229 Seat covers.

230 Seat indicators, vacant.

231 Seats, theatres.

232 Signs (state kind).

233 Signs, parking.

234 Signals, reel end.

235 Sign flashers.

236 Sign-cloth.

237 Sign lettering service.

238 Sidewalk machines, com

poppers.

239 Slides.

240 Slide ink, pencils.

241 Slide lanterns.

242 Slide making outfits.

243 Slide mats.

244 Shutters, metal fire.

245 Soap containers, liquid.

246 Speed indicators.

247 Spotlights.

248 Stage doors-valances, etc.

249 Stage lighting equipment.

250 Stage lighting systems.

251 Stage rigging-blocks,

pulleys.

252 Stage scenery.

253 Stair treads.

254 Statuary.

255 Steel lockers.

256 Stereopticons.

257 Sweeping compounds.

258 Switchboards.

259 Switches, automatic.

T

260 Talley counters.

261 Tapestries.

262 Tax free music.

263 Telephones, inter-com-

municating.

264 Temperature regulation

system.

265 Terra Cotta.

266 Terminals.

267 Theatre accounting sys-

tems.

268 Theatre dimmers.

269 Theatre seats.

270 Tickets.

271 Ticket booths.

272 Ticket choppers.

273 Ticket holders.

274 Ticket racks.

275 Ticket selling machines.

276 Tile.

277 Tile stands.

278 Tool cases, operator’s.

279 Towels, paper.

280 Towels, cloth.

281 Trailers.

282 Transformers.

283 Tripods.

284 Turnstiles, registering.

285 Typewriters.

u

286 Uniforms.

V

287 Valances, for boxes.

288 Vases, stone.

289 Vacuum cleaners.

290 Ventilating fans.

291 Ventilating, cooling sys-

tem.

292 Ventilating systems,

complete.

293 Vending machines, soap,

towels, napkins, etc.

294 Vitrolite.

w

295 Wall burlap.

296 Wall leather.

297 Watchman’s clocks.

298 Water coolers.

299 Wheels, color.

USE THIS COUPON

“BETTER THEATRES” DIVISION

Exhibitors Herald

407 South Dearborn St., Chicago.

Gentlemen: I should like to receive reliable information on the items listed following:

(Refer to Items by Number)

Remarks :

Name Theatre City

State. Seating Capacity —

54

EXHIBITORS HERALD

November 26, 1927

Advertised in This

BETTER THEATRES SECTION

(If you desire something not listed here, Exhibitors Information and Catalog
Bureau published in this issue will get it for you.)

Page

AISLE LIGHTS

Kausalite Mfg. Co 48

8129 Rhodes Ave., Chicago, III.

ANCHOR EXPANSION BOLTS

The Paine Co 33

2951 Carroll Ave., Chicago, III.

AUTOMATIC CURTAIN
CONTROL

Automatic Devices Co 39

17 N. 7th St., Allentown, Pa.

E. J. Vallen Elec. Co 24

Akron, Ohio.

BANNERS, HAND PAINTED

H. Dryfhout 39

736 S. Wabash Ave., Chicago, III.

CARBONS

Hugo Reisinger 22

11 Broadway, N. Y. C.

CHANGE MAKERS

Brandt Automatic Cashier Co 27

Watertown, Wis.

Henry C. Forster Co 3

1615 So. Michigan Ave., Chicago, III.

DIMMERS

Cutler-Hammer Mfg. Co 7

Milwaukee, Wis.

ELECTRIC FLASHERS, COLOR
HOODS

Reynolds Electric Co 50

2651 W. Congress St., Chicago, III.

EQUIPMENT SUPPLIES

National Theatre Supply Co Insert

624 South Michigan Ave., Chicago, III.

FLOWERS, PLANTS — ARTIFICIAL

G. Reising & Co 38

227 W. Austin Ave., Chicago, III.

HEATING & VENTILATING

B. F. Reynolds & Co 34

118 W. Ohio, Chicago, III.

LAMPS, HIGH INTENSITY

Ashcraft Automatic Arc Co 36

4212 Santa Monica Blvd., Los Angeles, Cal.

Hall & Connolly, Inc 27

129 Grand St., N. Y. C.

LAMPS, REFLECTING ARC

McAuley Mfg. Company Insert

554 W. Adams St., Chicago, III.

Perfection Arc Co., Inc 24

711 Wells Street, Milwaukee, Wis.

Strong Electric Co 40

2501 Lagrange St., Toledo, Ohio.

LENSES

Bausch & Lomb 50

Rochester, N.

MARQUISE, CANOPIES

Architectural Metal Prod., Inc 18

19 W. 8th St., Covington, Ky.

Edwards Mfg. Co,...„ 46

Cincinnati, Ohio.

MOTION PICTURE CABLE

Rockbestos Products Corp

New Haven, Conn. 3rd Cover

Page

MOTOR GENERATORS

Automatic Devices Co 39

Allentown, Pa.

MOTORS FOR PROJECTORS

The Wigginton Co 44

434 N. Church St., Kalamazoo, Mich.

MUSIC ROLLS

Filmusic Company 49

6707 Santa Monica Blvd., Hollywood, Cal.

MUSIC STANDS

Gallagher Orchestra Equip. Co. .. 38

616 W. Elm St., Chicago, III.

ORGANS

George Kilgen & Son, Inc Insert

4016 N. Union Blvd., St. Louis, Mo.

Marr & Colton Co 6

Warsaw, N. Y.

Nelson-Wiggen Piano Co 35

1731 Belmont Ave., Chicago, III.

Operators Piano Co. 33

715 N. Kedzie Ave., Chicago, III.

Rudolph Wurlitzer Co .2nd Cover

Cincinnati, Ohio.

ORGAN HEATERS

Cramblet Eng. Corp 17

286 Milwaukee St., Milwaukee, Wis.

The Prometheus Elec. Corp. 26

356 W. 13th St., N. Y. C.

POP CORN MACHINES

C. Cretors Co 41

612 W. 22nd St., Chicago, III.

Star Mfg. Company 50

4477 Finney Ave., St. Louis, Mo.

PORT HOLE SHUTTERS

Best Devices Co 49

Film Building, Cleveland

PROJECTORS

Coxsackie Holding Corp 28

Coxsackie, N. Y.

Enterprise Optical Co 4th Cover

564 W. Randolph St., Chicago, III.

International Proj. Corp Insert

90 Gold St., N. Y. C.

RADIUM LIGHT

Louis E. Samms Studios 48

177 N. State St., Chicago, 111.

RHEOSTATS

Hoffman & Soons 26

522 First Ave., New York, N. Y.

4

SCREENS

American Silversheet Co 49

915 Wash St., St. Louis, Mo.

Da-Lite Screen Co. 45

922 W. Monroe St., Chicago, III.

Minusa Cine Screen Co 44

Morgan at Bomont, St. Louis, Mo.

Raven Screen Corp 39

1476 Broadway, N. Y. C.

SEATS

Heywood-Wakefield Co 8

209 Washington St., Boston, Mass.

Page

SEAT REPAIRS

Reliable Theatre Seat Repair Co. 44

845 S. Wabash Ave., Chicago, III.

SIGNS— ELECTRIC

Milne Elec. Co 40

189 Fifth St., Milwaukee, Wis.

Willey Sign Company 35

1559 Church St., Detroit, Mich.

SLIDES

J. F. Ransley 44

54 W. Randolph St., Chicago, III.

SOUND PROOFING SYSTEMS

Stevens Soundproofing Co 16

407 S. Dearborn St., Chicago, III.

STAGE LIGHTING EQUIPMENT

Frank Adam Elec. Co 46

3650 Windsor Ave., St. Louis, Mo.

Belson Mfg. Company 36

800 Sibley St., Chicago, III.

Brenkert Light Proj. Co 34

7348 St. Aubin Ave., Detroit, Mich.

Kliegl Brothers 45

321 W. 50th St. N. Y. C.

Major Equipment Co Cover

4603 Fullerton Ave., Chicago, III.

STAGE RIGGING HARDWARE

J. H. Channon Corp _.. 16

223 W. Erie St., Chicago, III.

J. R. Clancy 48

Syracuse, N. Y.

Peter Clark, Inc 4

534 W. 30th St., New York, N. Y.

STAGE SCENERY

John C. Becker & Bros 46

2824 Taylor St., Chicago, III.

Tiffin Scenic Studios 50

Tiffin, Ohio.

THEATRE PRINTING, PROGRAMS

Exhibitors Printing Service 50

711 S. Dearborn St., Chicago, III.

THEATRE PROGRAM COVERS
The Hennegan Co 49

Cincinnati, O.

TICKETS

Arcus Ticket Co 18

348 N. Ashland Ave., Chicago, III.

TRANSFORMERS

Hertner Electric Co 48

Cleveland, Ohio.

Liberty Elec. Corp 22

Stamford, Conn.

Roth Brothers & Co 41

1400 W. Adams St., Chicago, 111.

UNIFORMS

Maier-Lavaty Co 28

, 2141 Lincoln Ave., Chicago, III.

VENTILATING EQUIPMENT

Peterson’s “Freezem” Sales Co. .. 50

5 No. Dewey St., Oklahoma City, Okla.

Supreme Heat. & Vent. Co 29

1915 Pine St., St. Louis, Mo.

Typhoon Fan Co 41

345 W. 39th St., N. Y. C.

ROCKBESTOS

-the asbestos covered wire

The above picture shows better than words the extreme flex-
ibility of ROCKBESTOS MOTION PICTURE CABLE.

And too there is nothing finer than Rockbestos insulation.
Flame will not affect it.

The outside covering is beautifully finished and it will not
flake off.

A high tribute to this super Motion Picture Cable is the
fact that the leading makes of projectors, arc and spot lights
and high intensity lamps are all equipped with ROCK-
BESTOS MOTION PICTURE CABLE. It may cost more
but replacements are fewer, therefore it is economical in
the long run.

When projectionists ask for ROCKBESTOS they get the
best.

On the Pacific Coast — Allied Industries, Inc.

Send for a copy of our new Motion
Picture Cable Bulletin. It has in-
formation of value to you.

ROCKBESTOS PRODUCTS

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Grand

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The Motiograph Deluxe

with the

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Delivers It!

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FACTS

about “T he
Old

Student Prince
Heidelberg”

in

ERNST LUBITSCH — The genius who gave the world “Passion,” “ Lady
Windermere’s Fan” and other fine pictures has directed a masterpiece for all time.

RAMON NOVARRO — The star who is thrilling all America today in
“ Ben Hur” gives a performance that will win him more followers than ever.

NORMA SHEARER— The most romantic role in the career of this
wholesome beauty who is truly today’s idol.

THE STUDENT PRINCE— If there is a legitimate theatre in your town
“ The Student Prince” has played there.

OLD HEIDELBERG — A name that breathes romance. The locale of the
world-famed love story. Actually shown in a feature for the first time.

BROADWAY TRIUMPH— In its third month at the Astor Theatre, N.Y.,
at $2.00 admission, it is the outstanding road-show picture of the day.

METRO- GO LDW

YER

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

' N

>N

XXXI, No. 12

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1S79. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

December 3, 1927

wtmsmsiB

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Genuine De&gan. Percussions Used

Name

Theatre

Seating Capacity
City„..,„,.„ SI

SEATING CAPA

CITY -- to offer its
patrons a distinc-
tive outstanding
music feature.

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•Vtv/J i m.> without ^
, 1...1 full details '

.>* i/.'i;// V,"«' Soiling Plan

K.VR1-

R»toi Mortal Organ Ct

New York. Chic.ifO
1560 Broadway 624 So.Micki£ai\.

SanFrancisi
168 Golden Ga

Los Angeles
1914 SoVsrmont

EXHIBITORS HERALD

3

December 3, 1927

lara, get your man

}

q With sparks of "It”, some "Rough House Rosie” and a
wiggly "Hula” or two, Clara gets him. And how! No
wonder they’re all saying this latest Clara Bow-nanza,
"GET YOUR MAN”, will do more cash business than any
other picture Paramount’s wonder-girl has yet handed
you. q Clara in "GET YOUR MAN” gets every man with-
in getting distance of your theatre. The women come
flocking to protect their men and to learn Clara’s
system. And they take quite a shine to Clara’s handsome

and not unwilling victim, Charles Rogers (hero of

*

"Wings” and "My Best Girl”), too. q The country’s
Bow-mad, men. You know it. 17,000 people write her
each month. Magazines can’t print enough stories and
pictures of her. Theatres can’t hold the mobs she draws,
q Clara Bow in "GET YOUR MAN”. What a combina-
tion! And what a clean-up! Play it quick and buy the
wife a Rolls-Royce for Christmas! + + * + + *

★ Live Numbers! ★

1. Lloyd*

2. Bow

3. Dix

4. Daniels

5. Beery-Hatton

6. Menjou

7. Ralston

* Lloyd Productions.
Paramount releases.

8. JANNINGS

9. Negri

10. Bancroft

11. Meighan

12. Fields -Conki in

13. Thomson

14. Vidor

15. ZaneGrey

ither Ralston — Octo-

girl has certainly hit

rg last three or four

lern Commandments

on’t Lie” is a nice
nybody’s screen. This
•e for the reason it
’ tn see — entertain-
'tf was reviewed, but
h‘t it was the picture
on my feature nights.
1 Six reels. — ' ■
ndianola. Miss .- Gen-
Uvrnld. Nov. 19th-

big star— 1928 styl?

'I’ve been doing Esther Ralston and my pocketbook a great injustice,” said an exhibitor. "I’ve watch J
Paramount building this girl ever since 'The American Venus.’ I played her starring pictures, 'Fashions

Women’ and 'Ten Modern Commandments.’ They did good business. But what amazed me were the numbis

of people who spoke to me about Esther Ralston after the show. <J 'We like her,’ they said. 'She’s beauti 1
and she can act. She’s as good as the best of them. When is her next picture coming?’ It started me thinki'
Was I overlooking a big bet? I decided to find out. <1 I booked Esther Ralston in 'Figures Don’t Lie,’ sawt

was great and got behind it with twice my usual advertising. Result: $3,200 receipts with 'Ten Modern Co-

mandments’; $5,100 and S.R.O. with 'Figures Don’t Lie.’ As good as the biggest stars and specials do for n .

I’m convinced. *1 Esther Ralston has won a place among the top-notchers.
Fine pictures have put her there. She’s the type that clicks with audiences
today. I’ve got her latest, 'THE SPOTLIGHT,’ coming. It’s her best to date.
I’ll shoot the works on it. And I’ll clean up. <1 I wonder how many exhib-
itors are still neglecting the gold mine they have in Esther Ralston.”

6383

December 3, 1927

EXHIBITORS HERALD

3

FOUR WILLIAM FOX PICTURES THAT
BRING YOUTH TO YOUR SCREEN

Tony More-
no’s invitation
lures Olive
Borden into
high drama,
in “Come to
My House.”

Your patrons will adore

Here’s a new team for the
fans — Lois Moran and
George O’Brien, seen in
“Sharp Shooters.”

June Collyer
land Walter
Pidgeon con-
t e n d in
“Woman
Wise,” with
William
Russell.

says Fox Films, yes — Madge Bellamy in "Sill( Leg.s ’ with James Hall
(Arthur Rosson Production), youth, again — George O’Brien and Lois Moran in "Sharp Shooters'
(J. G. Blystone Production) — ; young romance — "Come to My House," with Olive Borden, An-
tonio Moreno, Ben Bard, Doris Lloyd and Cornelius Keefe (Alfred E. Green Production); young
adventure — '"Woman Wise," with “Big Bill’’ Russell, June Collyer and Walter Pidgeon (Albert
Ray Production); yes, Youth is the spirit of these forthcoming Fox Pictures.

WHO PLAYS WITH FOX PROFITS WITH FOX

II

6

EXHIBITORS HERALD

December 3, 1927

The best picture ...
MARY has made in

several years Photoplay PMaycaine

Gfoter 3

weeks at
RIALTO

New York

. . . city

proves —

-it is a sweet box-office babr"

as Moving Rctuie World advises.

-gettmq united artists pi

colony

R. S, Mow BROADWAY

"A HARP IN HOCK"

PATHS NEWS

PARAMOUNT THEATRl

JETTA GOUDAL

m "THE FOR BIDDER WOMAN"

GAIETY THEATRE

( .xil B. DeMille'* "KING OF KINGS"
Mark STRAND THEATRE

WILLIAM BOYD in "DRESS PARADE'

paths news „n.i paths review
CAPITOL THEATRE PATNE NBWS
B. S. Mom' COLONY

LEATRICE JOY ... _ — ^

"THE ANGEL OF -

DROADWAT" ‘DaRA^01^

ROXY

Theatre

fo. j». Mom C AMEO

"THE WISE WIFE"

Wi.h Phyliit Haver

' ! EAULtS

■ F. Keith** HIPPODROME

■ MARIE PREVOST .n

RL IN THE PULLMAN"

PATHS NEWS a»fl SABLES
LOEWS ST ATE THEATRE

MACK SINNETT'S
THE GIRL FROM EVERYWHERE"

B. F. Keith's PALACE

.PATHE-F ABIES
OPICS OF THE DAT
■ Mroxy theatre
/Sm^HOLDS ... "THE MAIN EVENT’

• TJ-. ^E'THS I'

of eight big feature attractions plus Pathe super
shorts in one week on Broadway gave conclusive
and convincing evidence of the box-office calibre
of Pathe product. AND NOW Pathe transcends
this mighty achievement with a similar showing
in every key point in the entire United States.

On the crest of the tremendous wave of publicity accorded this
phenomenal group of releases, first-run exhibitors throughout
the country have taken advantage of the impetus given these
great pictures and have eagerly booked them for early showing.

Thousands of theatres throughout the United States will blaze
with exclusive programs of Pathe Features, Pathe News, Review,
Comedies, Fables, Topics, Sportlights, Rarebits and novelties.

If your theatre is not already listed in this great money-making
celebration, get busy now, and prepare to share in the millions
of dollars that will flow into the thousands of box-offices where
Pathe Pictures are shown.

December 3, 1927

EXHIBITORS HERALD

7

THE INSIDE STORY
ON CHARLEY CHASE

his long-term contract is important!

NATURALLY IT WAS TO BE

expected that Charley Chase’s established box-
office name would suggest him as the new star to
be taken into the feature comedy market.

AGAINST KEENEST COMPETITION

Charley Chase is retained for the Short Subject
field. A victory for Hal Roach and Metro-Goldwyn-
Mayer.

ndorsed f
y the Best ■

Bfe,

-'it*

.<T >> S? XS5 «2T ^

*r&<&

We regret that space does
not permit including the
names of the thousands of
other leading exhibitors
from Coast to Coast who
play Columbia Pictures.

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WILMER VINCENT
A. H. SCHWARTZ, N.Y. j
NATIONAL THEATRES ]

CHICAGO -

LUBUNW^S

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SSP^CAPITOL, READING %

RIVER 4|

10

EXHIBITORS HERALD

December 3, 1927

Again — The “104”

NO feature in any motion picture
trade paper has created the uni-
versal interest built up by Exhibitors
Herald’s annual compilation of the 104
Money Makers of the year.

Questionnaires to assemble this in-
formation have been in the mail 10
days, and already several hundred
have been returned to the Herald
office and are in the course of being
compiled.

The “104” is a compilation based on
the 10 biggest money makers in thou-
sands of theatres throughout the coun-
try. Every theatre owner-subscriber to
the Herald is invited to participate and
a majority do.

The “104” was first brought out two
years ago. This year will be the third
compilation. The first two lists were
reprinted by newspapers and maga-
zines in all parts of the world.

the “104”

will appear this year in
the

DECEMBER 24
Issue of

Exhibitors Herald

Note —

ORDERS for extra copies of this
edition must be received at Chi-
cago, not later than December 17.

BIG

EATURE

COMEDY

!p

PECIAL

( 4 'Reels )

■BsssSssfe

Pathe

Many sequence
in technicolor

CAROLLE

LOMBARD

MACK

SENNETT

DAPHNE POLLARD

Something NEW and BIG
in Comedies

Think of all the deluxe comedy productions
you have ever cashed in on BIG — put them
all together — and you can get some idea of
this magnificent box-office attraction. Here
is a gorgeous, brilliant four reel fun feature,
lavishly produced with a sensational cast of
Mack Sennett funmakers, enhanced by an
incomparable galaxy of Mack Sennett’s most
beautiful girls.

«lA Big Feature Attraction^

EXHIBITORS HERALD

11

December 3, 1927

I

Remember

how exhibitors cleaned up
with Emory Johnson's first
big police picture! Here's the
same Emory Johnson with
another and even greater po-
lice thriller backed by the same
thousand -horsepower brand of
exploitation created by the same
expert who created the red-fire for
Johnson's first. Tied up tight as
a drum and it's all behind

k “THE SHIELD OF HONOR” A

the smashing eight-page insert in the Ex-
hibitors Daily Review of November 18th?
Packed to the bursting with new sure-fire
exploitation stuff. Every idea a clean-up !
Usable ! If you haven’t read it already, get
in touch with your Universal Exchange im-
mediately and ask for it !

Emory Johnson

at his tip top best!

No Wonder
It’s a Knockout!

Presented by Carl Laemmle

With NEIL HAMILTON

Ralph Lewis, Dorothy Gulliver
Nigel Barrie

Story by Emilie Johnson
Directed by Emory Johnson
An

Emory Johnson

Production

It's on Universal’s Big Gun Group

l

12

EXHIBITORS HERALD

December 3, 1927

-even

i,etter than

Carl Laemmle

Patsy Ruth Miller

With Burr McIntosh, Lloyd Whitlock,
Bob Bilasch, Ruth Dwyer and “Bob-
bie ”. Story by Harry O'. Hoyt.

GLENN TRYON’S done it again.

Another screaming howl. Tied
up like a knot with the current craze
for aviation. Carl Laemmle’s great
“find” in the picture of his career. A
hard-boiled audience roared and raved
at the special showing in the Central Thea-
tre, N. Y., where it was shown “cold.” Yes-
sir! Even better than “Painting the
Town” — and you happy exhibs that
booked it know what that means ! One of
those pictures that’s going to be on every
showman’s tongue. See it, by ail means.
But take an advance tip, and GRAB IT
FOR JOY WEEK!

A WILLIAM JAMES
CRAFT Production.

A UNIVERSAL
Picture

i

December 3, 1927

EXHIBITORS HERALD

>aintin& d* Toy*

14 ' EXHIBITORS HERALD December 3, 1927 I

Worlds Biggest

Theatres pick

Stern Brothers

Comedies !

NEWLYWEDS’

CHRISTMAS

PARTY

booked for

Broadway’s huge

Oo f />1 I h /s rt 4-«* a

. . Capitol Theatre
for the week of

December 10th,

NEWLYWEDS’
IMAGINATION

booked for the
Roxy — Broad-
v. way, New York —
fry largest theatre in
the world— for the
week of Decem-
ber 26th.

NEWLYWEDS’
CHRISTMAS
PARTY

booked for the
m. entire great Loew
9$ Circuit for 150
I !* days.

Rube Goldberg’s
famous MIKE
AND IKE car-
toons booked for
the Colony —
Broadway, New
York — for the
week of Decem-
ber 26th.

Indisputable evidence that Stem Brothers
Comedies are leading the entire field !

—and they’re ALL Universals

LIKE /OM6
FRIGHTENED XOVL
HE /TEAC/ AROUNO
CORNERS —

ANO HIOEX
GEHINO A POLE
WHILE THE TOWN
PAJITEX GV

MIX VUIfsIOOlV
XHAOGX AO.C
DRAWN OOIUN
TIGHT —

he’s the

coolant see

box-office

.

THE PATENT LEATHER KID

ichard BARTHELMESS

DODUCTION

5ANTELL

14 weeks over Capacity at N.Y. Globe legitimate engagement — Chicago
will never forget it — turning ’em away every day in Detroit — Do you
need it — don’t ask! ^ ^ ^

ff

|| L L A

by every right the greatest special of the age — Sensation in St. Louis —
Record breaker in Detroit — Shattered all records N. Y. Strand — do
you need it? — and HOW! Presented by Asher, Small, Rogers. Directed
by ALFRED SANTELL— an ALFRED SANTELL production with
Charlie Murray. - ^ ^ ^

mum nci ■ nini/iiiTfc

■■#AKA#1hR# DEftih ff KIUH I 9

SHEPHERD OF THE HILLS

already signed for by more exhibitors than any picture of other years —
America’s best selling author’s greatest novel — now you get it with Molly
O’Day of the“Patent Leather Kid” at the head of the cast— Grab it quick !

I # #

GEORGE FITZMAURICE production of

ROSE of the GOLDEN WEST

with Mary Astor and Gilbert Rowland

One of the most beautiful productions ever made — hit the bell every*
where — turn away business goes with it at every showing — You need
it— you need FIRST NATIONAL

A TEXAS STEER.

vrim WILL ROGERS— LOUISE FAZENDA

— and seven all star names in the cast — with a $800,000 advertising
campaign behind it — the greatest showman’s buy of the decade — all you
have to worry about is when you can get it !

THE PRIVATE LIFE OF
HELEN OF TROY

Read by millions — now Maria Corda brings this lady to light in the
most sensationally talked of vehicle of this reckless age — Lewis Stone,
Ricardo Cortez — a million dollars in cast value alone — plus production
— comedy — spice — Man alive — you can’t afford to wait!

I # I

CONSTANCE TALK ADGE

in BREAKFAST AT SUNRISE

Scooped a whole issue of Liberty magazine — ten pages of national
advertising in America’s livest weekly — what she did at Key Showings
she will do for you — Grab it — let the picture do the rest!

f # #

THE LOVE MART

A George Fitzmaurice Production

BILLIE DOVE

Gilbert Roland — Noah Beery

a million dollar knockout— Creoles— Whites— Blood Barriers— adventure
and sweet romance — all the ingredients that spell S. R. O. business —
why is it selling so fast? — get wise — this is the winner you need!

while hi /

competitoi

DIMES' WITH

hi x OAiOKea

OFFICIATCJ* AT
GKx PAATiej' —

is* PoiioTeo

OUT AS* THC
MAM WHO
MADE <5000 —

bearnbe he (fmhhetL

WHILE THE OTHER FELLOW THOClQ-ltf
THE FUTURE COULD TAKE CARE OF IT/CI

Member of Motion Picture Producers »nd Distributors of America fnc-WUl H.Hays Pmuienl

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

S65 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5*17 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 39

Presentation Acts 40

The Theatre 50

New Pictures 52

Available Attractions 54

Press Sheets 53

Classified Advertising 58

The Box Office Ticker 57

“What the Picture Did for Me” 59

FEATURES

Los Angeles, by Ray Murray.... 30

Pictorial Section 31

Re-Takes 30

Service Talks, by T. O. Service 49

Letters from Readers 56

Chicago, by W. W 66

SUBSCRIPTION RATES

United State* and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Is

sue —

NEW epidemic of hostile bills strikes Congress December 5 — Blue
Sunday and censor bills head slate — Keaton signs with M-G-M
— Origin of fires at new theatre is hunted.

SALE of six Saxe theatres to West Coast chain is authorized; Deal
for more houses in Wisconsin combine is indicated; Two Mil-
waukee playhouses and four at Kenosha figure in transaction.

FILM’S the thing, not old stars or new faces, exhibitors hold; New
York state theatre owners demand better pictures at lower rental
costs.

EXHIBITORS win Sunday shows by putting over big campaign;

1 Youngclaus and Latta rout bluenoses with full page ad in news-
paper.

FACT and romance blend in film book
edited by Kennedy; Addresses by lead-
ers of industry at Harvard are compiled
by F B O president who sponsored course.

FEW class theatres in South, so exploi-
tation is pushed unusually hard; many
houses organize entire house staff into
junior exploiting clubs.

TAKING public into confidence routs
critics, exhibitor finds; Lee F. Cowger
at Coin, Iowa, also learns that large cities
have no corner on sophistication.

YOUNG managers win South; Receipts
rise, too $ 1 00,000 theatre at Med-

ford, Ore., is planned — Political control of
censorship is vicious, says Chicago Trib-
une.

OUG FAIRBANKS’ "The Gaucho" is a
-l— ’ box office picture, is verdict at New
York premiere — Sam Eckman scores big
with British — Le Maire joins Bowes.

"L_T ARVARD will make science series for
Pathe distribution — Schlanger is
named short feature salesmanager for
Universal — Publix opens million-dollar
theatre at Fort Worth.

NEW exemption on admission tax will
go into effect 30 days after Coolidge
signs bill — Theatre owners of six states
pledge cooperation with Hays.

ERMONT flood embargo is lifted; Most
theatres reopen; Heroism of severed
men in boat saves equipment from woman
exhibitor’s playhouse as waters break
floating building to pieces.

THE STUDIO Appears as Section Two
of This Week’s Issue of the HERALD

20

EXHIBITORS HERALD

December 3, 1927

EXHIBITORS

HERALD

Qhe independent Qyade ^aper
Martin J. Quigley, Publisher &^> Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
®very fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI December 3, 1927 No. 12

Buying Habits

H'XHIBITORS are frequently forgetful of the fact that
■!—> in their buying habits they create and sustain many
of the chief practices and policies of the industry. This
has always been true, but right now it is becoming more
pertinent from day to day. With the industry becoming
more closely knit and with many of the loose operations
of earlier days being eliminated, the exhibitor is in a
supremely effective position in which to lend the weight
of his influence.

The influence of the exhibitor on the practices and
policies of the industry continues whether it is intelli-
gently or unintelligently directed. And, it may be noted,
this influence does not come through speeches or state-
ments that may be made, and it does not come through
any offhand complaints or assurances that may he offefed.

The exhibitor s influence for all practical purposes is
based primarily and almost exclusively upon what buying
habits he pursues. And this is no unique principle that
happens to exist only in the motion picture trade. The
buyer in every industry is the factor of overwhelming
influence. In any trade or industry that may be exam-
ined it will be found that the retailer is the individual
upon whom great attention is lavished. He is the per-
son who must he satisfied and in order to satisfy him
every possible effort is made. His prejudices and his
favoritisins are carefully noted and the product is pre-
pared accordingly. Efforts are made to comply with the
wishes he expresses and the tendencies which he encour-
ages are the tendencies which the manufacturers seek
to follow.

In the motion picture trade the exhibitor has never,
in our opinion, made his potential influence properly
felt. Sometimes he has sought to influence matters in
ways other than in bringing the weight of his buying
power to bear. At other times he has been so immersed
in nearby, petty matters that he has neglected entirely
the effort of seeking to influence the trend of the indus-
try and its product.

It is an unfortunate fact that a number of the mat-
ters which have led to an unfavorable position for the
exhibitor have been things which producers have
endeavored to control but have been unable to do so
because of the lack of co-operation from theatremen.
Exhibitors point to the constantly upward trend of rental
prices and seem to feel that they are helpless in this
matter.

The scale of film rentals is of course arbitrarily fixed
to a certain extent. The producer seeks to collect to the
extent that the exhibitor’s capacity to pay will permit.
But to a very important extent the theatreman can influ-
ence the scale of rentals by the policies he pursues in
his buying. While the exhibitor continues to insist on
the pictures of a few of the old stars he must realize
that in doing this he is placing the producer in a posi-
tion in which he is practically forced to yield to the
demands of these stars, regardless of how unreasonable
these demands may be.

Undue emphasis on the question, “Who’s in it?” has
been and continues to be an important factor in excessive
film rental bills. This because immediately that the
answer does not contain the names of a few of the big
— and old — stars the exhibitor commences to lament that
in such a case the picture will attract little or no patron-
age for him.

New faces and new talent, which mean the very life
of the business, must actually be forced upon the aver-
age exhibitor. The producer should not be compelled
to take all the chance when he gives an important part
to a new player. This is asking no undue advantage for
the producer; it is, in fact, seeking an advantage for the
theatreman because new faces and new talent are neces-
sary to him in just the same way as they are necessary
to the producer.

Exhibitors in buying films must commence to look
beyond next week and next month.

* * *

Foreign Actors

THE membership of the film branch of the Actors
Equity Association are to be congratulated because
of its refusal to approve a resolution introduced at a re-
cent meeting in Los Angeles which was intended to call
upon the government to take steps to limit the activities
of foreign actors in the United States.

It is a rather surprising thing that anyone identified
with the artistic branch of the motion picture business
should seek to make nationality a requirement for place
in pictures. We are, of course, aware that in many in-
stances foreign actors have taken places which might
otherwise have been occupied by native-born players.
But this is exactly as it should be. The screen cannot be
curbed to provide a livelihood for American actors who
are unable to withstand the competition offered. How-
ever noble and righteous may be the idea of providing
work first for the citizens of the country, it cannot be
successfully applied to motion picture production and it
should not be attempted.

The American producer goes out into the world market
asking that only the test of merit be applied to the pro-
ductions he offers. If this test is to be negotiated suc-
cessfully the American producer can draw no arbitrary
lines of nationality in selecting his players.

To do this would be subjecting American production to
the limitations which are imposed upon production at
various places abroad.

* * *

Sanity in Presentation

THE movement which is described as “back to the
films” is under way. After much talk persons re-
sponsible for the presentation policies of leading New
York houses have decided to “confer.” Broad state-
ments as to what is going to take place in the presenta-
tion field may now be expected.

There are abuses, and serious ones, of the presentation
policy. In many cases the abuse may be attributed to
amateur handling. However, films alone will not supply
the type of entertainment which the public has grown
accustomed to find in the large houses. But a policy
can be maintained in which film will not be offered as
so much filler.

December 3, 1927

EXHIBITORS HERALD

21

New Epidemic of Hostile Bills
Strikes Congress December 5

Keaton Signs with Blue Sunday and Censor
m-g-M; Langdon to Proposals Heading Slate

Moves Beneficial to Industry Would Repeal Fight
Film Shipment Ban and Raise Seat Exemptions

By FRANCIS L. BURT

WASHINGTON, Nov. 29. — A program of legislation replete with
unpleasantness faces the motion picture industry when Congress convenes
December 5. The outstanding features of discussion during the next few
months, it is indicated by recent occurrences, will be as follows :

Reintroduction of legislation closing Washington amusements on
Sunday

Reintroduction of the bill for “Federal control” of the film industry,
better known as censorship.

Efforts to obtain an investigation of the Department of Justice’s alleged
failure to proceed against the also alleged film trust.

Efforts to obtain an investigation, of the Federal Trade Commission’s
failure to clean up the conditions alleged to exist in the industry.

Join U-A, Is Rumor

(Special to the Herald)

HOLLYWOOD, Nov. 29.— While in
New York recently Buster Keaton signed
a contract to produce again for Metro-
Goldwyn-Mayer. His contract with United
Artists ended with the filming of “Steam-
boat Bill, Jr.” His new contract begins1
immediately. Keaton made some of his
cleverest comedies for M-G-M.

With Keaton out of United Artists the
rumor that Harry Langdon would soon
join the U. A. forces was renewed this
week. It is said Langdon has been ap-
proached on the subject but he refuses to
deny or confirm the statement that he is to
make a change. He is now in the midst
of his fourth picture for First National.

Probe Origin of Fire
in New Albany Theatre;
2 Blazes Arouse Police

(Special to the Herald)

ALBANY, Nov. 29.— The Van Curler
theatre in Schenectady, which was open-
ed but a few weeks a^o by William Shir-
ley, was the scene of a fire last week
that is now being investigated by the
police of that city. Two distinct blazes
were discovered by the firemen, one in
the vicinity of the Vitaphone, and the
other near the organ. The Vitaphone
mechanism was put out of business and
although the fire was checked by a
sprinkler system as well as chemicals
from the department, considerable dam-
age was done.

Clune, Stage Producer ,
Wills Estate to Son

(Special to the Herald)

HOLLYWOOD, Nov. 29.— Almost the
entire estate of the late W. H. Clune, who
died October 10, goes to his son, James W.
Clune, by the terms of the will of the
theatrical producer. Agnes Clune, the
widow, according to the will received her
share of the estate by a property settlement.
The only estimate of the value of the estate
is contained in the technical declaration
that it “exceeds $10,000.”

Not Guilty, Rules Jury
for Sunday Showings

(Special to the Herald)

AUSTIN, TEX., Nov. 29.— J. J. Heg-
man, manager of the Star and Crescent
theatres' here, was found not guilty by the
jury on a charge of operating his theatres
on Sunday, but the law will be tested
further.

Stanley Votes Quarterly
Dividend of One Dollar

(Special to the Herald)

NEW YORK, Nov. 29. — Directors of the
Stanley Company of America last week
declared the regular quarterly dividend of
one dollar a share, payable January 2, to
stockholders of record December 15.

On the other side of the ledger will be:

Reintrodutcion of bills to repeal the
law prohibiting the interstate trans-
portation of fight films.

Revenue legislation, increasing the
exemption from admission tax to $1
or more.

Reintroduction of copyright legis-
lation, passed by the House last ses-
sion.

Reintroduction of bills amending
postal rates, of interest to exhibitors
who ivrite all their letters on private
mailing cards, etc.

Taking it by and large, there is plenty of
film legislation in sight, and two years in
which to enact it.

Figuratively speaking, the wellknown
Canon William Sheafe Chase is now roll-
ing up his sleeves, preparatory to descend-
ing upon Congress with some pertinent
questions as to what that august body
intends to do with the motion pictures.

Paves Way by Attacks

He has paved the way for his onslaught
by recent attacks upon the Department of
Justice, criticism of President Coolidge as
lacking in interest in this vital question,
and a complaint against the entire industry
and all who ever made or lost a cent in it,
filed with the Federal Trade Commission.

The Commission’s order of July 9 against
Paramount and the conference last October
in New York will also be fuel for the
Canon’s fire.

The District of Columbia blue law bill
will be reintroduced by Representative
Lankford of Georgia and if it gets before
the committee for hearing, a repetition of
the vindictive arguments and the fist fight
which occurred at hearings last session may
be expected. The legislation is bitter with

racial antipathies but even some of the pro-
ponents of the measure could not swallow
the bold plea of certain churchmen last
year that they be given a monopoly of
Sunday.

Censorship Sponsors Missing

New sponsors will have to be found for
the censorship bill, both Representatives
Upshaw and Swoope, original “authors” of
the measure, being among those whose
faces will be missing this year. But that
will not be hard to do, for, it is under-
stood, a number of Southern members will
take up the issue where the fighting Georg-
ian laid it down.

The recent jokes about prize fight films
and their interstate transportation have
given a good lever to those who are seek-
ing repeal of a useless law.

The House committee on ways and
means has already approved an increase in
the admission tax exemption to $1, and it
is possible that the amount may be in-
creased still further before the revenue bill
gets through Congress. The bill also will
contain some relief for corporations in the
industry, by a reduction in the rate of tax,
and some changes which may benefit indi-
viduals if they have fairly good incomes.

Freak Bills Expected

The copyright legislation got through the
House last session but failed in the Senate.
It will be reintroduced.

Some benefit will accrue to the industry
through the amendment of postal rates and
charges, which passed both Houses last
year and got lost in the whirlwind filibuster
with which the session wound up.

Furthermore, most anything else can hap-
pen, and it will be a poor year if the usual
crop of freak bills is not introduced.

Theatre Owners of Six States Pledge

Cooperation with Hays Organization

( Special to the Herald)

NEW YORK, Nov. 29. — Cooperation of the organized theatre owners of
six states has been officially pledged to Will H. Hays, president of the
M. P. P. D. A., at recent sessions. The pledges were in the form of
telegrams sent from the exhibitor bodies to Hays. The states pledging their
support are Kansas, Missouri, Nebraska, Western Iowa, Oklahoma and
Arkansas.

22

EXHIBITORS HERALD

December 3, 1927

NEW YORK— Harvey Day, imperson-
ating a “sap,” attended the Thanks-
giving barn dance at Bonnie Brier, and
Dave Chat kin says he acted just natural.

. . . Paul Gulick gave thanks on Thanks-
giving because it rained but half the day
on the Pelham golf course. . . . John
Humm, treasurer of Pathe, accompanied
by his bag of golf clubs, spent Thanks-
giving in New Jersey and it rained all
day. . . . Lou Metzger, big chief of Uni-
versal’s sales department, gave thanks be-
cause he will be able to leave the hospital
this week after an operation. . . . Buck
Jones is in New York and said to be flirt-
ing with F B O over a contract to make
pictures. . . . Hal Hodes resigned last week
as head of Universal’s short feature sales
department, and will announce a new con-
nection this week, several companies bid-
ding for his services. . . . Arthur Whyte
has settled all guessing as to his next con-
nection by returning to Keith-Albee, where
he has charge of the picture booking. . . . .
Tommy Meighan has returned to the
Coast, and is said to have carried with him
a new Paramount contract. . . . Harry
Warner says it is not on account of finan-
cial stringency that the Warner Brothers
studio is closing down for eight weeks.

. . . Eddie Smith is receiving congratula-
tions over having placed the Tiffany-Stahl
good picture, “Wild Geese,” in the Roxy
for the week beginning December 10. . . .
Pete Woodhull is back from a South-
western trip during which he attended
eight state conventions, and says M. P.
T. O. A. prospects are unusually bright.

. . . Nick Schenck, now on the Coast, is
expected to remain there for at least a
month scanning Metro-Goldwyn-Mayer
productions and production plans. . . . Nat
Rothstein, the versatile, broadcast last
week from WGBS and told a lot of people
about Universal’s “The Shield of Honor.”

. . . A l Gray has his chest out because
“Wings” played its 200th show last week
and is still turning them away at every
performance. . . . Allan S. Moritz has
joined Columbia’s selling organization.

. . . Jack Alicoate is being felicitated by
many film people for his action in starling
the Relief Fund, which is meeting with a
pleasing response. ... Ted Schlanger has
been brought on from Washington to take
charge of Universal’s short feature depart-
ment, vice Hal Hodes, who resigned. . . .
F. Richard Jones, director of “The Gaucho,”
arrived from Europe in time for the
premiere and then went on to the Coast.

. . . John McGuirk got all peeved up over
reports that Stanley was buying the Poli
circuit and says there is nothing to it and
never was. . . Louie Geller is the busiest
theatre owner in town getting everything
smoothed out for the big T. O. C. C.
dinner dance at the Plaza next month. . . .
E. F. Albee, after getting in pictures, has
become a banker, being now connected
with the Chemical National Bank. . . .
Martin J. Quigley, publisher of this and
several other magazines, is in New York
for a stay of a week or ten days.

SPARGO

McCarthy Is Manager

(Special to the Herald)

KANSAS CITY, Nov. 29.— Jack Mc-
Curdy has been succeeded as manager of
the Newman theatre by J. P. McCarthy.

FBO Drive Honors Kennedy

Scene from “Legionnaires in Paris,” starring Kit Guard and A1 Cooke

U'EBRUARY will be a gala month for FBO,
for it is then that Joseph P. Kennedy will
have completed two years in the industry and as
head of that company. The occasion is to be
celebrated by a pretentious sales drive through-
out the United States and England, with the pur-
pose of placing some amount of F B O product
in every theatre some time during the month.
Three pictures in particular will be featured,
“Coney Island,” “Legionnaires in Paris,” and
“Chicago After Midnight,” these being regarded
as symbolic of F B O’s great progress since the
advent of Mr. Kennedy.

Scenes from “Coney Island,” starring Lois Wilson

Joseph P. Kennedy

December 3, 1927

EXHIBITORS

HERALD

23

Sale of Six Saxe Theatres to
West Coast Chain Authorized

Exhibitor Missing
After Failure to
Sell His Theatre

(Special to the Herald)

DES MOINES, Nov. 29.— D. B. Gurney,
25-year-old theatre owner of Estherville,
la., has disappeared without leaving any
clue to his whereabouts, according to word
from his father, C. H. Gurney, of Yankton,
S. D., president of the Gurney Seed and
Nursery Company. Gurney went to Des
Moines to negotiate for the sale of his
theatre, which he purchased a year ago.
The motion picture house was doing a
good business, there were no financial
troubles and his domestic life was happy,
the father has informed authorities.

A wire to his wife, who was in a Yank-
ton hospital for a minor operation, was
sent from Des Moines, stating that he had
failed to sell his house but that he was
returning by automobile to Yankton at
once.

Gurney took his car to a Des Moines
garage and had it washed and greased ap-
parently getting ready for the trip to Yank-
ton. He did not return for the car and it
is still in the garage. The father fears the
son may have become unbalanced from dis-
appointment when he failed to dispose of
the theatre.

Mrs. Gurney has gone to Estherville and
is running the theatre pending news of her
husband.

Quota Bill Passes

Second Reading in
House of Lords

( Special to the Herald)

LONDON, Nov. 29.— The house of lords
passed the film quota bill at second read-
ing yesterday by a vote of 68 to 20 over
the vigorous protests of the Laborites.

The measure is expected to became a law
January 1 and to be operative April 1.

St. Louis Grand Central
Reopens Christmas Eve

(Special to the Herald)

ST. LOUIS, Nov. 29.— The Grand
Central will reopen Christmas Eve with
Warner Brothers’ “The Tazz Singer” as
the opening attraction. It will be shown
in conjunction with the Vitaphone and five
acts of Vitaphone vaudeville will also be
on the bill.

The Vitaphone was given a trial in St.
Louis last year at the Capitol but failed
to go over very big, the size of the house,
its location and the advanced price being
blamed. At the Grand Central the top
price will be 50 cents, which is 15 cents
less than is charged by the Missouri,
Ambassador and Loew’s State.

Deal for More Houses in
Wisconsin Combine Seen

Two Milwaukee Theatres and Four at Kenosha in
Transaction — Others Reported Involved

(Special to the Herald)

MILWAUKEE, Nov. 29. — Involving approximately $2,000,000, stock-
holders of six theatres in the Saxe chain of 45 houses authorized the sale of
these theatres to West Coast Theatres, Inc., at meetings held last Friday. These
theatres include the Miller, a downtown Milwaukee combination house ; the
Tivoli, a Milwaukee neighborhood theatre; and the Gateway, Orpheum, Majes-
tis and Cameo, all at Kenosha.

The Miller theatre is operated by the Miller Theatre Company. It is said
that the stockholders will receive about $11 a share, or $1 more a share than
originally paid. There are said to be about 7,500 shares divided among 80
stockholders, for which they will receive about $82,500. The Miller Theatre
Company is only an operating concern and its principal assets are certain equip-
ment and the theatre lease, which has only four more years to run. Transfer
of the Miller company’s assets will take place about Januarv 1.

The four theatres in Kenosha are oper-
ated by the Kenosha Orpheum Theatre
Company. The Tivoli is valued at about
$125,000, and the Majestic and the Cameo
at about the same amount. The Gateway
is still under construction, and when com-
pleted will value $850,000. The Orpheum
at Kenosha has been set at $500,000.

Officials of the Saxe company have re-
fused to divulge how many other houses
eventually will be involved, but it is be-
lieved that stockholders of other houses
on the chain will hold meetings soon.

The Park and the Auditorium theatres at
Waukesha were also said to be involved in
the deal, but Saxe officials said the stock-
holders of these theatres had not yet met,
and they refused to say when they would
meet.

With the sale of the Miller and the
Tivoli, the Saxe brothers will be operating
twelve houses in Milwaukee. Charles H.
Braun is manager of the Miller.

West Coast Is Operating
174 Theatres in the West

(Special to the Herald)

LOS ANGELES, Nov. 29.— West Coast
Theatres, Inc., which is invading Wiscon-
sin, according to reports of authorization of
sale of six Saxe theatres in that state to
the coast circuit, is operating 174 theatres
in the West, chiefly in the Far West.

Thirty of the theatres are in Los Angeles,
nine in Hollywood, one at Beverly Hills,
six in Pasadena and one at Carthav Center.

There are 48 West Coast houses scattered
throughout Southern California, 31 in the

San Francisco district, 42 in the Seattle
division and five in Iowa.

Church Resumes Sunday
Films; Theatres Not Hit

(Special to the Herald)

ALBANY, Nov. 29. — The First Re-
formed church of Schenectady has found
that the showing of motion pictures on
Sunday evenings has resulted so satis-
factorily in greater attendance that they
will be resumed throughout the coming
winter, beginning at once. These shows
start at 7 o’clock and are preceded by
a 30 minute organ recital. The picture
to be shown this Sunday, will be “As
No Man Has Loved,” based on the story
of “A Man Without a Country.”

Schenectady exhibitors are kindly in-
clined to the idea and say that while per-
haps these Sunday night showings may
decrease the attendance to some extent,
there will be many persons who will
become better acquainted with the en-
tertainment afforded and that in the long
run the theatres will be benefited.

Columbia Lends Director
E. H. Griffith to DeMille

(Special to the Herald)

HOLLYWOOD, Nov. 29.— E. H. Grif-
fith, Columbia director, has been borrowed
by Cecil B. DeMille to make “Hold ’Em
Yale,” in which Rod La Rocque will be
starred. He is the fourth Columbia di-
rector to be borrowed by old-line com-
panies.

Changes in Seat Tax Go into Effect

Thirty Days after Coolidge Signs Bill

(Special from Department of Commerce)

WASHINGTON, Nov. 29. — Changes in the admission tax in the new reve-
nue bill will go into effect 30 days after approval of the measure by Presi-
dent Coolidge, under present plans of the ways and means committee.

This is the method which has been followed in the past, the 30 days being
given in order that the infernal revenue bureau may adjust its machinery to
the change in tax. In the case of changes of income taxes, they are usually
effective at the beginning of a calendar year. The reduction in corporation
tax to liy2 per cent will be effective on this year’s income, taxes on which
will be paid next year.

24

EXHIBITORS HERALD

December 3, 1927

Fact and Romance Blend in Film
Book Edited by Kennedy

Addresses by Leaders of Industry at Harvard Compiled in Volume by
F B O President Who Sponsored Course

IMPORTANT to the industry as an agency for improving public rela-
tions and to the public as a basis for a textbook on the origin, develop-
ment, practices and problems of the industry is “The Story of the
Films, As Told by Leaders of the Industry,” edited by Joseph P. Ken-
nedy, president of F B O. The volume is also as valuable from an in-
formative standpoint to the man in the industry as it is to the man in
the street.

d'T'HE Story of the Films,” published
by the A. W. Shaw Company, is
a compilation of lectures given last
spring before students in the Graduate
School of Business Administration of
Harvard University by a group from the
industry invited by Mr. Kennedy, who
sponsored the course.

While there of course are other
“ leaders of the industry” besides those
who appeared on the course, the list
of lecturers could not have been bet-
ter arranged and is a notable credit
to Mr. Kennedy, as is the treatment
of the material in the volume itself.
The speakers besides Mr. Kennedy in-
cluded Will H. Hays, Adolph Zukor,

Dr. A. H. Giannini, Jesse L. Lasky,
Cecil B. DeMille, Earle W. Hammons,
Milton Sills, Sidney R. Kent, Robert
H. Cochrane, Sam Katz, Marcus Loew,
William Fox and Harry M. Warner.

In the first place, the list of speakers
was admirably and hapoily selected be-
cause it covers every major branch of
the industry. In the second place, the
lectures have been so arranged as to give
a connected story of the industry rather
than only a chronological record of the
lectures.

Kennedy Explains Timeliness

In a general introduction to the vol-
ume Mr. Kennedy points out the reasons
for the timeliness of the course. First
he cites the fact that the industry “has
attained a standing and a volume that
makes it impossible for serious students
of industrial conditions to overlook it.”
He also explains that “there are desir-
able places in the industry which college
men could fill” (Mr. Kennedy is a Har-
vard man) and that the industry has
reached sufficient importance to cause
some nations to propose legislation
“against the American moving picture
because it is proving such a serious me-
nace to their trade.”

Much of the material in the various
lectures was printed in the Herald at
the time they were given last spring.
The book adds, however, much inter-
esting and informative matter brought
out in the answers to questions pre-
sented to the various speakers by the
students. There is also, in Appendix A,
a short history of the career of each
of the speakers, as well as a detailed
explanation of the plan to establish a
film library at Harvard. Note is also
made of the death of Marcus Loew, one
of the lecturers, while the editing of the
volume was in progress.

Every Angle Covered

Every angle of the industry, from the
buying of the story for a motion picture
to the screening of the finished produc-
tion, is explained by the lecturers. Charts
and tables are an important contribu-
tion to the usefulness of the material,
particularly in the addresses of Mr. Hays
and Mr. Kent.

Several problems which still remain
unsolved in the production and distri-

bution of motion pictures were given
to the students by the speakers. Mr.
Hays, for example, placed before them
the problem of establishing an assuredly
successful percentage booking system.
Mr. Cochrane offered several questions
on how to publicize and advertise certain
pictures.

The volume is replete with interest as
well as information. A number of the
lecturers dug out incidents from their
own experiences which not only illus-
trate their themes but also give valuable
insight into the vigorous personalities
of the pioneers in the industry.

Eastern Exhibitors OK
Cohen’s Organization

(Special to the Herald)

PHILADELPHIA, Nov, 29.— At regu-
lar meeting of the Motion Picture The-
atre Owners of Eastern Pennsylvania,
Southern New Jersey and Delaware, held
recently, a resolution approving the aims
of and offering support to the Board of
Trade and Commerce of the Motion Pic-
ture Industry was passed.

A statement from the Board of which
Sydney S. Cohen is president says that
“our chief concern is that there shall be
such allocation of product as shall insure
to every theatre the right to negotiate for
such product that it can afford to buy in
open market competition ; and that every
producer of quality films shall be afforded
the opportunity of showing his product in
every zone or radius.”

Marsh Wins Award

(Special to the Herald)

ASTORIA, ORE., Nov. 29. — Among the
winners of special prizes offered in the
Greater Movie Season inaugurated re-
cently by West Coast Theatres, Inc., was
E. E. Marsh, manager of the Liberty thea-
tre here.

Texas Governor Lauds
Story for DeMille Film

(Special to the Herald)

AUSTIN, TEX., Nov 29.— In a
letter to Cecil DeMille asking him
to produce “The Godless Girl,”
in Texas, the Texas governor,
Dan Moody, praises the idea of
the story of the picture. Part of
the letter reads, “ I am deeply im-
pressed with the great theme and
teachings for the youth of our
land in your coming picture, ‘The
Godless Girl.’ Our boys and girls
constitute the greatest asset of
the nation. To impress upon their
minds and hearts the necessity of
obedience to God, the nation and
their parents will be an accom-
plishment of incalculable benefit.”

Buddy is the hobby of Mrs. J. M. Bean,
owner of the Wonderland at Pena-
cook, N. H. George Riel of the Gran-
ite Square at Manchester, takes to
flowers. His hands have grown so
large from handling big box office re-
ceipts. He’s a peerless host. (Photos
by H. E. N.)

New Theatre Planned
for Phoenixville , Pa.,
to Be Open in Spring

(Special to the Herald)

PHOENIXVILLE, PA., Nov. 29— This
city will shortly have a new motion picture
theatre with a seating capacity of 1,500 by
terms of a real estate deal just negotiated
by Joseph A. Waxman, Philadelphia broker
and brother of A. P. Waxman of Warner
Brothers.

Waxman has sold the Phoenix Hotel,
owned by Michael F. Hackett, to a syndi-
cate of Philadelphia business men who plan
to spend about $300,000 on a new building
in which the theatre will occupy a lot front-
age of 223 feet. The new motion picture
house will be completed in time for an
opening in the spring.

Louise Fazenda Married
to Wallis of Warner’s

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Louise
Fazenda, Warner Brothers star, and Hal
Wallis, director of publicity for the same
studio, were married at noon on Thanks-
giving day, at their new home in the Wilt-
shire district. A wedding breakfast was
served following the ceremony. Only im-
mediate members of the families witnessed
the wedding.

Gotham Removes from
Tiffany to Tec- Art Lot

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Wednesday
was moving day for Sam Sax and Gotham,
as all of the equipment of the company was
taken from the Tiffany-Stahl plant on Sun-
set Boulevard to the Tec-Art lot on Mel-
rose Avenue. The current Gotham feature
is a tale of Old San Francisco, starring
Percy Marmont and Mae Busch.

Hughes, Hill Signed

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Gareth
Hughes and Josephine Hill have been
signed for the leads of the first two pic-
tures in Klein’s new Champion Produc-
tions series, of which there will be six.
The working titles are “The Devil-Dogs”
and “Fangs of Fate.” Shooting is to start
at once with Alvin Neitz directing.

December 3, 1927

EXHIBITORS HERALD

25

Theatre Charm

(Photos by H. E. N.)

Theatre charm sometimes starts with
the theatre owner. Here we have
(left) Mrs. Irene McAlpine, owner
of the McAlpine theatre at Henniker,
N. H., and Mrs. N. M. Riva of the
Pastime at Tilton, N H.

Political Control
of Censorship Is
Vicious, Says Paper

An Editorial in a recent issue of the
Chicago Tribune, in commenting upon the
Chicago administration’s move to put mo-
tion picture censorship under political con-
trol, takes a wallop at the idea and in part
says, “A police censorship is almost certain
to suffer from the incompetence of the
censors. Men and women of first rate
ability in the arts will not devote them-
selves if they can avoid it to the purely
negative talk of snipping other men’s crea-
tions. A political censorship is worse than
incompetent ; it is vicious.”

Carmichael Named U-A
Divisional Sales Head
With Washington Office

(Special to the Herald)

ATLANTA, Nov. 29. — Following the
recent announcement by United Artists
of that company’s new domestic sales
plan, several changes in the Atlanta ex-
change became effective this week, the
most important being the promotion of
W. G. (“Mike”) Carmichael to the post
of divisional sales manager, with head-
quarters in Washington, D. C. In his
new position, Mr. Carmichael will have
supervision over Division No. 3, which
embraces Atlanta, Charlotte, Pittsburgh,
and Washington.

Following Mr. Carmichael’s promotion,
Frank J. Paskert has been appointed
manager of the Atlanta branch. Mrs. T.
E. Dillard, who has been connected with
the Atlanta exchange for a long time,
has resigned and has been succeeded as
booker by C. W. Kirby, who has been
in the local office for the past six months.
C. E. Peppiatt, who has been in charge
of the company’s Charlotte office, has
been appointed home office special repre-
sentative in the Southeast.

Mussolini Gets Speech Comments

NEW YORK. — Two volumes, containing the
comments of American newspaper critics on Pre-
mier Benito Mussolini’s speech for the Fox-Case
Movietone at the Times Square theatre, New York,
will be presented II Duce in the near future.

Film’s the Thing, Not Old Star
Or NewFaces, Exhibitors Hold

New York State Theatre Owners Want Better Pictures at Lower
Rental Cost — Some Say Oldtime Stars Have
Built Up Steady Patronage

( The following comment from exhibitors of Upper New York state
is particularly timely in view of the recent appeal by C. C. Petti John
that theatre owners support a movement to bring new faces to the
screen as an agency for lower production costs).

(Special to the Herald)

ALBANY, Nov. 29. — The majority of the exhibitors in the Albany,
Troy and Schenectady, territory apparently do not care a rap whether new
faces supplant the old stars on the screen, or whether there is any reduction
in salaries, two matters now of general moment in the industry. All these
exhibitors want, according to their own words, are better pictures and at
a cheaper rate. In other words, many of the exhibitors in this territory
do not feel that the pictures now being presented measure up to what they
had been led to expect, and furthermore, hold there is absolutely no excuse
for the boosting of prices on the part of producers and film exchanges.

Picture is the Thing

Of course there are some exhibitors who declare that “the star’s the
thing” and that the old timers have built up a patronage that will draw
despite weather or any similar drawback. Alex Sayles, manager of the two
Buckley houses in Albany, admittedly rather disappointed at some of this
year’s product, is emphatic in his declaration that the picture is the thing
and, regardless of who is the star, the picture will draw if the story told
upon the screen is an entertaining one.

Uly S. Hill managing director of the
Stanley houses in Albany and Troy, is a
firm believer in the star as the great
drawing power, although adding that
there have been many pictures made
during the last few months in which the
producers place too much stress upon
the star when they quote prices, and
that when the picture is shown it is too
often a commonplace story that does
not have any particular appeal to an
audience.

Time for New Faces to Appear

Harry Heilman, with two theatres in
Albany, believes that it is time for new
faces to supplant, at least partly, the
old line stars. Jack Golden, former
newspaperman and manager of Proc-
tor’s theatre in Troy, also thinks as
does Heilman, while Louis Buettner, of
Cohoes, one of the old timers in the
business, is an advocate of the oldtime
star when it comes to drawing power,
but admits at the same time that many
pictures featuring stars these days are
not up to the standard of years past.

There is no quesion but that the in-
dependent production will find favor in
this territory if the distribution can be
arranged so that such pictures can be
obtained more easily than at present and
that there is an absolute assurance that
these pictures will arrive on time for
the scheduled showing. More than one

Film Holds Audience As
House Next Door Bums

(Special to the Herald)

SPOKANE, Nov. 29.— So ab-
sorbing was the him, “ Hawk of
the Hills” shown recently at the
Rex theatre here that patrons had
no idea that the building next door
was on hre. The management de-
cided it safer not to ask the pat-
rons to leave, and the piano player
drowned the sirens of the hre
engine.

exhibitor in this territory is more favor-
ably inclined to the independent pro-
duction than ever before.

Fight Price Boost

There is one thing absolutely certain,
and that is that any further attempt at
boosting prices by the exchanges will
be fought tooth and nail by the ex-
hibitors.

This was apparent to a considerable
degree during the past summer, when
business was absolutely at a standstill
for weeks at many of the Albany ex-
changes, simply because the exhibitors
refused to book pictures at prices
quoted, and held off to the very last
moment before signing any contracts
for the season’s new product.

Tearle, Idle Months ,

to Return to Stage

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Conway
Tearle, free-lance actor, after eighteen
months of idleness, is to return to the
“legit” to make a living, he says. Tearle
was asking $3,000 a week for his services.
He has withdrawn his suit against the pro-
ducers’ association alleging discrimination.

Two Men Overcome hy
Burning Film; $150 Loss

(Special to the Herald)

ELDORADO, KAN., Nov. 29.— Two
operators were overcome by fumes and a
loss of $150 resulted when a film at the
Eris theatre, Eldorado, Kan., caught fire
last week. Joe Allard is manager of the
theatre.

Keller Is Promoted

(Special to the Herald)

NEW ORLEANS— Phillip W. Keller
has been promoted to Ad Sales manager
at the New Orleans exchange. He was
formerly stock clerk and assistant to W.
W. Caldwell.

26

EXHIBITORS HERALD

December 3, 1927

How Latta Routed the Bluenoses

(That We May Not be

Misunderstood

JIT These cuts tell the
story of how Sun-
day shows were won
back for the citizens
of Perry, Iowa, by a
masterly campaign
waged by Youngclaus
& Latta, owners of
the two theatres in the
city.

JJT The largest vote in
the history of the
city was recorded
when the citizens went
to the polls to show
once for all that they
were determined not
to be gagged by the
socalled reformers and
be dictated to as to
how they should spend
their Sundays.

. comfunod wit

n kit food propic. Good

nstcrtainmmi possible Btltti buuiwss u
one o* the m> i>d> drn*«J b, the ovocn ol » it’ej'it o^

it church lunctiOA uc

•nlh tht churebu oc

e b» the buying end

duty. «iU be b.
it municipal, ci

b* until bul a good place in -dudi lo bve. Wc have established
our bamei here and intend lo be here a I mg. long /me Naturally
we wc uld do nothin* that at thought was oeCnmental lo the moral
or financial interests of the city.

they muil pul lorth every effort pouible it they are to aunty r the
encroachment! made upon them by the larger aim. The greal
effort! being made by the city derm to bnng business from the
amafler town* and the country over Wide temtonea. and the eaiy
method! of trampo nation haa had a real effect on the rmaller .
towns. Amuiemenla play a large part in the bringing of people I
to a town They come to ice a show. and come bach to buy Not
long ago the coameicial mlrreili in Dei Moines decided on a cam-
paign in the new .paper i to uileiesl people id Dei Momei u a trad-

other thing! ol amurement offered m Dei Moon Vary httle of
the space wai devoted to merchandne Yet the purpoie war to ief)
merchandise The storei m Dei Momei recognized the drawing
power of clean amviemenli. and in mod of the advertising you
will remember they named the different show*

H a bunneu man does not get people into fas store he cad-
eot aefl bu merchandne and he cannot carry ns large docks, mot
can he and the o*'

pie go People go lo the bed show. No modem theatre a open
suability and props rty values ol that community

Perfect Relaxation

Who has no! said 'I'd like lo go lomewbere by mytell and

shortened maUiraily in (he lad decade and (he ihortetdng ^ro-
amma) these days Perfect relaution n not beyond his tench

A Question

for You to Decide
Tomorrow

ShaJ ve or ahaO nsMbr penvtted la npeemlt ear theatres

though surrounded by frtlowmen the courtesy of silence protects
bar as a wail Even the interruptions of hn own nuraf naming
over and over the cares and problems of the day. do not break

Close the theatres eD 01

n ahead ol Des Momei

Theatre Policy

1 We befcevf a re hi
el over the worldVe*
lot the betterment of i

imqufai salable pobey » conducting

II real ex

re cnyoymi good bnsmeu iLthe town does do! offer
mrfcjr words lo get tbe people to farm the hnhd of rrmiing there

A Good Theatre a Com-
munity Asset

Is It Wrong?

mne wrong B> visuahzn a story than to
rok on Sunday »

elaborate plans for rebuilding the (
of yr whole hearted support

Huh us tho is not a FICHT bi
boa Furthermore see mini that th
sue do oocbrng bul whal is Ian We
pceaaioo of the people and are perfectly willing

and who)c hearted tupport

i a voter ro cast youi balloi and regardlni cf
rcortkng to yosn hoar 1 1 imcerr convict wen
DU wub to vole we wtB'gUdy iurnnh Iran*

X-*

Remember the Date

Friday, November 18th

At the Fire Station
Polls Open 8:00 A. M. to 7:00 P. M.

Phone 52J, Roxy Theatre, for Transportation to the Polls

Jj[ The advertisement
reproduced on the
left was run in the
Perry Daily Chief on
Thursday, November
17, and took an entire
page.

JTT “That We May
Not Be Misunder-
stood” was the head-
ing of the full page
advertisement in
which emphasis was
placed by the theatre-
men upon the fact that
“ a good theatre is a
community asset.” It
will be recalled that
this truth is being
brought out in a series
of articles in the
“Better Theatres ” sec-
tion of the HERALD,
quoting secretaries of
associations of com-
merce throughout the
country.

Facts!

1 Every week ew nosey goes to:

De» Mouse* Aid OjtJew Boob*

Redfield „*i Fort Dodge Carrofl Senate*

2. HUNDREDS of people go (here every Semday.

3. WHY compel on people fo kart Perry 7

4. Sunday Show* keep oar young folkg «t borne, nod — 1» 4 poaible for
tkem (o enjoy both (tome tad dean enferUiusenf.

5. How abort tbe family that b*» co cu end work* oi Jayi? b it fair fo
0^ etriertaiament, if (key wish ifT Many famiCea are tag ether ONLY

«. PARENTS— do yon kaow wkere yow duldren arc every Stmday Night 7

8. Tom ihowi ahaO alwayg be CLEAN and HIGH CLASS a

9. Perry a a growing Gty — Help to bmld it

10 THINK— if coat, an average of JS 00 per penoo to driv- elsewhere for
enlertamment. THINK what u left for Perry merchant* and Perry welfarn
with Stmday chow* in e« own Gty.

If yoa do ool attend Sunday entertainment yomvelf, a it fav to deny yow feb

lownun who wigheg to attend? Too cannot compel him to remain at home

be wiB go ebewhere — THAT bag been proven.

b it a square deal to dumminate against one kind of bssznen in our town?
AH we uk a a square deaL

Vote Yes

tWJ., Tins West, gwrokr 18lk .1 tl, Fee Ststim. Hs.c |„„J, ul
f unifies vote.

SHOOTS’ to riop^fi" PJU«td,Pfa™,W- CaflS2J. PoUs open from
ON YOUR VOTE

Depends whether Perry has Stmday Movie* or not.

Be Sure to Vote
Yes

A series of facts showing
the negative effect upon
the city's business and
home life because of blue
Sundays was given in this
handbill.

y ounfcUux a Uu a

Timms. Rory Gran/, hny. lews

Roxu crli eatre

I crheTemple o| Silent Art

Where the Pick of the Pictures Are Shown

November 14, 1927

Dear Friend:

We take this opportunity and this method of thanking you for
signing our petition aaking the council to call an election on Sunday
Movies, in Perry.

With your help and co-operation wo have been given permission
by the City Council of Perry to put thle question before the people
in an election. This election will be financed entirely by Young-
claus & Latta, a certified check having been placed in the hands
of the City Clerk to pay all expenses of tne election.

In order to make this election a success and that we may win the
right to run moving pictures eeve'n days a waek we feel that anything
you cai do to hslp us ootiia our objective will not only benefit us
but benefit the entire City of Perry in a buslne-s way, and from a
moral standpoint too.

We pledge you our word that should we win this election we will
run nothing In either one of the theatres that would or could offend
any one. We assure you further we will use all care and precaution
in the selection of programs for not only Sundays but every day
in the week.

We ask you to use your Judgment in what ever manner you may see
fit toward helping us. We might suggest that you take it upon your-
self to assume a certain amount of responsibility by making it a
point not only to vote yourself on this day but to interest anyone
you might think of and see that they do vote on Friday, November 18.

It will be of interest to those owniDg real estate here, and
to those hopeful for the prosperity of your city that if we are suc-
cessful in obtaining this new ordinance and the increased business
therefrom. It is our intention to remodel the Grand Theatre, thus
giving Perry two model and up-to-date moving picture houses.

Thanking you for your co-operation and support, we remain.

Very truly yours.

Youngclaus & Latta y

PROTECTTHE

SABBATH

Others Are Watching Perry to See
What She Will Do

“v“ XTST"’

o-o. -j

r v'.-

The Church

Programs Are

Always Free

to the Public

The follow-up, a very important asset in
solidifying public confidence in the theatre,
was not forgotten by Youngclaus & Latta,
as the above letter shows. This letter was
in the form of thanks to those who had
signed the petition asking the election.

Character or the Dollar, Which? Take Your
Conscience With You to the POLLS

Vote ‘NO’

HEADQUARTERS AT THE METHODIST CHURCH

Call Phone 95 For Car

In this two-thirds page ad
in the Perry Chief a
number of church and
civic club officials were
quoted in favor of Sun-
day closing.

December 3, 1927

EXHIBITORS HERALD

27

S chlart gsr Named
Sales Manager of
Universal Shorts

(Special to the Herald)

NEW YORK, Nov. 29.— Lou B. Metzger,
from his sick bed at St. Luke’s hospital,
announces the appointment of Ted Schlan-
ger, Washington exchange manager for
Universal, as the new short subject sales
manager for the Laemmle organization.
Schlanger took his new post in the Uni-
versal Home Office Monday. Hal Hodes,
former Short Subjects Sales Manager, has
resigned.

Schlanger is an expert on short product.
This time last year he was in charge of
shorts in Universal’s Chicago exchange.
When M. Van Praag was moved from
Washington to New York City last Febru-
ary, Schlanger was promoted to head the
Washington office where he recently put
over the biggest week in the history of the
Washington exchange. He has been with
Universal ten years, having started in as
assistant booker at the Chicago exchange.

Nate Sauber takes Schlanger’s place at
the helm of the Washington office.

Publix Opens Ft. Worth
House Costing a Million;
Record Crowd Attends

( Special to the Herald)

FT. WORTH, Nov. 29.— The Worth
theatre, Publix’s latest addition to its
deluxe family in Texas, was opened last
Saturday evening to a record first-night
crowd. Thousands who thronged the
streets to attend the first performance
of this million dollar amusement struc-
ture had to be turned away because of
lack of seats. Many of these waited to
attend the 9 o’clock show, two perform-
ances being given that night.

The Worth is designed with a sub-
dued Egyptian motif, and is said to be
the most beautiful theatre in this part
of the country, for its size. It seats
2,400 people.

Raymond B. Jones, until recently pub-
licity director of the Texas Theatre in
San Antonio, is the resident manager
of the Worth, with Harry Sullivan as
house manager. A1 Morey conducts the
stage band, and Maurice is the director
of the pit orchestra. The Publix units
will play Ft. Worth with the opening
of this new house. Guy Hampton is
chief of service.

Fox Frolic to Be Unique
in Splendor of Program

(Special to the Herald)

NEW YORK, Nov. 29. — The Fox Fun
Frolic and Motion Picture Ball to be held
at the Roosevelt hotel February 25, prom-
ises to be unique in the variety and nature
of its program. A minstrel first-part, a
complete night club floor show, dancing to
continuous music by two orchestras, a bur-
lesque edition of Fox News, a professional
entertainment by stars of the screen, mu-
sical comedy and vaudeville worlds, a mid-
night supper, are only part of the program
planned.

The ticket sale will be limited to 2,500.

A Girl Born to Vidors

( Special to the Herald)

HOLLYWOOD, Nov. 29. — A baby girl
was born to Eleanor Boardman, Metro
star and wife of King Vidor, director, on
Friday night.

Exhibitors W in Sunday Shows
By Putting Over Big Campaign

Youngclaus and Latta Rout Opposition with Full Page Ad in
Perry, Iowa, Newspaper — Issue Personal Letters
And Handbills — Arouse Public

(Special to the Herald)

PERRY, IOWA, Nov. 29. — How enterprise and hard work on the part of
exhibitors can triumph over blue noses is exemplified in the victory of the
theatre men over the socalled reformers of this town after three and one-half
years of showless Sundays.

Record Vote Wins Issue

The largest total vote in the history of the city was recorded by the citizens
in registering their demand for passage of an ordinance to reopen the theatres.
And as so often is the case on the Sunday closing issue, when the exhibitors
succeeded in arousing the citizenry to the importance of the principle at stake,
success of the campaign practically was assured before the vote was counted.
The majority for Sunday shows was 261 votes out of a total of 2,567 ballots.

Managers Youngclaus and Latta, owners
of the Roxy and Grand, the two theatres
at Perry, staged the campaign which
brought the downfall of the bluenoses.
Readers of the Herald will recall that C. J.
Latta won the title of “the honest exhibitor”
when, as an exhibitor at Shenandoah, Iowa,
he counseled his patrons, through news-
papers, that a particular picture which he
had booked was not a good one.

Public Interest Aroused

The campaign of Youngclaus and Latta,
which is detailed on the opposite page in
reproduction of newspaper ads, heralds and
letters, brought out a tremendous amount
of public interest. Outstanding in its de-
velopment was the use of a full page adver-
tisement in the Perry Daily Chief, Novem-
ber 17.

Public interest in the petition for a
referendum vote, which bore the sig-
natures of 800 qualified voters when
it was presented to the council, was
evidenced also on the front page of
the newspaper. The issue in which
the full page ad appeared, also car-
ried a streamer on the first page call-
ing attention to the election the fol-
lowing day.

There were three phases of the campaign
as put on by Youngclaus and Latta. One
was the distribution to each voter of a
handbill headed, in large type, “Facts.” In
this the meaning of the campaign was
brought out, with an appeal to the citizens
to help the city to progress by keeping
business at home instead of permitting it
to flow to other towns where Sunday shows
were permitted. A number of leaders of

Klieg Lights Each Day
Drive the Rickets Away

(Special to the Herald)

SACRAMENTO, Nov. 29. —
Your children got rickets? Want
to get rid of them? Get ’em a job
in pictures, where according to
Dr. Walter M. Dickie, California
health director, the Klieg lights
would soon have them on the run.
“Children in the motion picture
industry,” he declared, “do not
have rickets, for the powerful
Klieg lights are almost like sun-
shine. If every child were a mo-
tion picture actor, there would be
few or no cases of rickets in Cali-
fornia”

church and civic organizations were quoted
as favoring Sunday opening.

The full page advertisement, under the
heading, “That We May Not Be Misunder-
stood,” brought out the important part
played by the theatre in the city’s advance-
ment and emphasized the fact that the
theatre is a community asset. The other
advertisement, headed “Protect the Sab-
bath,” as shown on the opposite page, was
put out by the opponents of Sunday shows.

Finally, a personal letter was sent to all
who had signed the petition, thanking them
for their cooperation and urging that they
follow up their declaration of principle by
going to the polls.

Such a campaign not only wins the point
at issue but even strengthens the good will
of the public toward the theatre.

Order Army Planes to
Seek Bray-Pathe Group
Lost in Grand Canyon

(Special to the Herald)

HOLLYWOOD, Nov. 29.— Two army
planes under orders from Washington left
here Sunday to search for the J. R. Bray-
Pathe expedition reported lost a week ago
in Grand Canyon, between Green River,
Utah, and Lees Ferry, Ariz.

Eva , Topsy Arrive in
East for Appearances

(Special to the Herald)

NEW YORK, Nov. 29.— Little Eva and
Topsy of Universal’s' “Uncle Tom’s Cabin,”
in the persons of Virginia Grey and Mona
Ray, have arrived in New York on a
special trip to appear in person at the
Central theatre, where “Uncle Tom’s
Cabin” is now showing, and in the La-
fayette theatre, Detroit, where it will open
next Sunday.

The youngsters stepped off the train in
their “Little Eva” and “Topsy” costumes
and created a sensation at the Pennsylvania
station. Topsy did a series of cartwheels
to demonstrate her agility.

Club to Hear Howson

(Special to the Herald)

NEW YORK, Nov. 29.— The Men’s Club
of Forest Hills has invited Albert S. How-
son, scenario editor of Warner Brothers
to address its members at its January meet-
ing. Mr. Howson’s subject will be the
Vitaphonc.

28

EXHIBITORS HERALD

December 3, 1927

Few Class Theatres in South,
Exploitation Is Pushed

Many Houses in Texas Organize Entire House Staff Into Junior
Exploiting Clubs — Luncheon Clubs Medium

(Special to the Herald.)

HOUSTON, Nov. 29. — Since the days of the town criers exploita-
tion has developed into a necessity. The old town crier, when
paid a little on the side by the traveling minstrels to ballyhoo
their performances at the town halls, or on the village green, ushered in
what was probably the first recognized form of publicity. Now, espe-
cially in this country, advertising, publicity and exploitation form one
of the most important factors in the growth of the United States — and
at the top of the list of unusual exploitation stands that of the motion

picture theatre.

C'XPLOITATION in the South is prob-
' ably more extensive because of the
appeal that Southern theatres must make
to all classes. There are cases of “class”
theatres in the South, but they are the
exception.

Exploitation is essentially far reaching in
the South. Because of the fact that a city’s
population is spread out over a territory
larger than the average Northern or East-
ern city, the publicity man must look to
good coverage at all times, and must be
sure that his advertising circulation covers
the city at its most out of the way points.
The distribution problem, as with handbills
or heralds, is one of the hardest to contend
with, because of scattered population.

Thorough as Congressional Bill

Publicity campaigns for the larger houses
in the South, on each attraction, usually
look on paper like a bill to be submitted
to congress, such is the thoroughness the
press agent has exerted in outlining his
tentative campaign to cover every possible
angle. And behind each sheet of paper lies
days of work — work that requires the
highest degree of salesmanship and thor-
oughness— work that is hard — work that an
expert must do.

To get around the possibility of
overloading the advertising man. many
theatres in Texas have organized the
entire house staff into junior exploita-
tion clubs, and the individual that
does the best work for the week is
awarded an appropriate prize. In the
Metropolitan in Houston and the
Texas in San Antonio, this plan is
working out especially well, with
some real publicity stunts being exe-
cuted at times by the usher staffs. In
addition to the fact that this ivork
gives a boost to the theatre and re-
lieves the advertising manager, it pro-
vides the usher with an opportunity to
add variety to his work — and the work
of an usher is not all a path of roses.

One theatre in Houston has a man whose
job consists entirely of putting in window
displays and changing window cards. He
works for one of the Publix theatres, and
is said to have given it the best billing any
Houston theatre ever has experienced. He
tied up the windows in Houston this fall
one week, so that the circus advance man,
who came through two weeks ahead of his
show to paper the town, found difficulty
obtaining downtown locations for his
lithographs.

Luncheon Clubs Help

Luncheon clubs provide an excellent
medium of exploitation in the South, and
in the larger cities, theatres are taking
advantage of the fact. For a couple of
passes, the chef or steward will place at
each plate of the current luncheon the
cards or novelties sent out by the various
theatres, and will promise that no doubling

up will occur between competing theatres.

Street ballyhoo is taboo in the majority
of Southern cities, but enterprising man-
agers can surmount this obstacle. One case
occurred in Dallas, where the manager
wanted to get huge signs on the street
every day for a week in advance of the
showing of a certain attraction. He estab-
lished an art department in an empty store
window, with the artist painting the ban-
ners in the window each day. Then two
boys would carry the sign, which was some
fifteen feet long, between them, to the
theatre ten blocks away, in the business
center. This attracted more attention than
if two men had been hired merely to carry
the banner through the streets.

Posting Sparsely Used

Posting is not used as much as it should
be in the South, but Houston is probably
the best billed town in the entire section.
No highway into town, no prominent street,
intersection, or community in Houston is
without its 24 stands on one or more of
the shows. There are numerous one- and
three-sheet locations in the city, with regu-
lar stands, and one theatre owns ISO one-
sheet boards. The South is beginning to
wake up to the possibilities of billboards,
and the exchanges report a great increase
in their sales of all types of paper.

Newspaper advertising, because of low
rates, is very liberal in regards to space.
Competition seems to center around ads,
and Southern theatres use the papers as
their most far-reaching medium. And from
the South come some of the cleanest and
best newspaper ads of the country. South-
ern papers are also liberal, to a degree, on
their free space.

Trailers a Great Medium

Trailers form a great medium for direct
advertising. A patron presented with pic-
torial and moving examples of what he is
to see the next week will almost always
go away with the name of the coming show
on his lips. Dallas, Houston, and San
Antonio maintain excellent title manufac-
turers and screen advertising agents.

“They’re Great!” Veteran
Says, Sees His First Show

(Special to the Herald)

WASHINGTON, IND., Nov.
29. — “I think they’re great,” said
Henry Stumpp, after witnessing
the first moving picture in all his
life. Although Mr. Stumpp lives
only two doors away from a thea-
tre, and has been in business here
for over 25 years, he has waited
all this time before going to a mo-
tion picture. “The Big Parade”
was the film he saw.

Educational* s Harmonica
Tie-ups Boom as Added
Cities Arrange Contests

(Special to the Herald)

NEW YORK, Nov. 29.— Putting on
city-wide contests in Oakland, Cal., and in
Cleveland, where the Rivoli is arranging
a series of six campaigns on six successive
weeks, the Juvenile Comedies-Harmonica
playing contest tie-up is taking on added
importance. These contests, which are in
the nature of a national exploitation tie-up
arranged by Educational and M. Hohner,
Inc., can be conducted by any theatre play-
ing the Big Boy-Juvenile Comedies.

Betty Bronson Enters
Free Lance Field Soon

(Special to the Herald)

HOLLYWOOD, Nov. 29— When her
contract with Paramount expires on Nov.
13, Betty Bronson will enter the free lance
field. She has had a number of long
term contracts offered her to take effect
upon the termination of the Paramount
contract, but she prefers to work for a
time as an independent player. She will
make two picture appearances before sail-
ing early in the spring for Europe where
she plans on spending some time traveling
through England and the continent.

Theatre Circuit in

Germany Is Enlarged

( Special from Dept, of Com.)

WASHINGTON, Nov. 29. — During the
course of this year, EHELKA-Film, of
Germany, has not only extended its the-
atre circuit but has renovated a good num-
ber of its old motion picture theatres.
New theatres with all modern comfort
have been built in Cologne, Munster,
Munich and Augsburg, while new acquire-
ments were made in Munich, so that
F.helka’s theatre circuit has six more new
houses'.

Roxy Theatre Will

Show (<Wild Geese ”

(Special to the Herald)

NEW YORK, Nov. 29.— The Roxy thea-
tre will show during the week of Dec.
10, the Tiffany-Stah! production, “Wild
Geese,” the picture produced from the
prize-winning novel by Martha Ostenso.

Tiffany-Stahl productions announce that
they have signed Malcolm McGregor on a
long term contract.

Catholics Will Hold

World Film Congress

( Special from Dept, of Com.)

WASHINGTON. Nov. 29.— The Film-
Kurier of October 26, 1927, reports that
pursuant to the Congress of the Interna-
tional Union of Roman Catholic Women’s
associations, to be held at the Hague in
April, 1928, an International Film and Mo-
tion picture congress will be arranged.
Film questions from the catholic-religious
standpoint, it it understood, principally
will be discussed at this congress.

F B O Signs Four New
Writers for 1928-29

(Special to the Herald)

HOLLYWOOD, Nov. 29.— In prepara-
tion for the new season, F B O has just
signed four more writers. Heading the
list is Beatrice Burton, author of 10 novels.
The others are William Frances Dugan,
Dorothy Herzog, and James A. Creelman.

December 3, 1927

EXHIBITORS HERALD

29

With Us Again

Joe Brandt, president of Columbia, re-
turned Monday from Europe, where
Columbia affairs kept him for three
months. He made prolonged stops in
all the key cities.

M. P. T. O. of Canada
Gather at the Annual
Dinner, at Toronto

(Special to the Herald)

TORONTO, Nov. 29. — The Canadian
Division of the M. P. T. O. held its annual
dinner in Toronto recently. No speeches
were heard but there was plenty of merri-
ment and entertainment under the direc-
tion of Alderman W. A. Summerville as
chairman. J. C. Brady, proprietor of the
Madison theatre, Toronto, and president
of the M. P. T. O. in Ontario since its
start, welcomed the guests, while Col. John
A. Cooper, Toronto, president of the Mo-
tion Picture Distributors and Exhibitors of
Canada, extended greetings. Ray Lewis,
Toronto, who had much to do with the
success of the M. P. T. O. in the Domin-
ion as secretary until 1927, was given an
enthusiastic reception.

Injuries Fail to Daunt
U’s Cross-Country Girl

(Special to the Herald)

NEW YORK, Nov. 29. — Miss Vonceil
Viking, pretty New Mexico girl who is
riding on horseback from New York to
Los Angeles boosting LTniversal Westerns
in general and Ted Wells’ pictures in par-
ticular, is now in South Carolina, with
more than one-quarter of her journey be-
hind her. She is pushing on despite in-
juries received several days ago when hit
by an automobile. One arm is in a sling
and it is only with pain that she can re-
main upright in her saddle. She is pushing
toward Atlanta.

Theatre Goes to Stock

( Special to the Herald)

KANSAS CITY, Nov. 29. — The Capitol
theatre, first run motion picture and vaude-
ville theatre of Kansas' City, changed its
stage policy on Thanksgiving Day to
musical stock.

Taking Public into Confidence
Routs Critics, Exhibitor Finds

Lee F. Cowger Also Learns That Large Cities Have No Corner
On Sophistication and Picture Draws Big Business

The theatre owner who takes the public into his confidence and gives
it the facts about his programs has hurdled the first and highest obstacle
to community service and interest. This is well illustrated in the case
of Lee F. Cowger, manager of the Sun theatre at Coin, Iowa.

Public not so Critical as Thought

Telling the truth about pictures to be displayed on the screen of
Cowger’s theatre showed him that the public is not so apt to criticize
as the theatre man is apt to expect. It also showed him that the
citizens, when told frankly about the theme of a coming attraction,
would support his stand in showing it. It also showed Cowger that the
large city has no corner on sophistication.

Cowger, in a letter published by the
newspaper of his town, explained that he
had read a review of “Adam and Evil,”
which he had booked, and had become
skeptical when he read the reviewer’s opin-
ion that the production was not for small
towns but would go ever big with the
sophisticated audiences of a large city.

Decides to Play It
Cowger wrote that he went to see the
picture and decided to play it, telling his
public, “No, it isn’t a dirty picture, but it
is' full of spice.” The exhibitor then added
these tactful paragraphs in his newspaper
letter :

“If you think you are sophisticated
enough or wish to see it out of curiosity

The large city has no corner on sophisti-
cation, Lee F. Cowger of the Sun theatre at
Coin , Iowa , found when he played to good
business on a picture which a reviewer had
declared was only for the socalled sophisti-
cated audiences of large cities .

it’s all right, come ahead. But if you are
afraid to take a chance on it, better wait
until next week and see ‘Annie Laurie.’

“It has been the custom of the Young
Women’s Home Missionary Society to give
a play each year, the profits of which went
to home missions. This year they are spon-
soring ‘Annie Laurie’ and will get 35 per
cent of the advance sale. ‘Annie Laurie,’
starring Lillian Gish, is one of the best pic-
tures which we have booked. You need
not be afraid of this one. We saw this
picture and recommend it very highly. It
is well worth a raise in admission but we
will give it at regular prices, 25 and 10
cents. The Y. W. H. M. S. have the ticket
coupons now for sale. We urge you to buy
from them. They will get 35 per cent and
the money will be used in a worthy cause.”

Not One Adverse Comment

And the result? Cowger says, in a let-
ter to the Herald which is printed in full
on Page 56:

“We had a good business on it
(‘Adam and Evil') and not one ad-
verse comment. Many came to see
it a second time. Some stayed away ,
but several came out ivho have not
been in the habit of coming. Sev-
eral who I thought might be offended
said that they could not see anything
wrong with the picture and enjoyed
it very much.”

Incidentally, Cowger opened his letter to
the newspaper this way:

“A theatre owner in a nearby city once
acted as if he had a patent on telling the
truth about his pictures; he called himself
‘The Honest Movie Man.’ We learned that
he did not have a patent and that anyone

may tell the truth about his pictures. So
here goes.”

We rather think that Cowger is referring
to C. J. Latta of Youngclaus & Latta,
managers of the Roxy theatre at Perry,
Iowa. Latta at one time advised his pub-
lic not to see a picture he had booked. A
detailed account of how Sunday shows
were won for Perry by Youngclaus and
Latta appears on Pages 26 and 27.

“Eastman Split Sought
Too Fast” — All Trade
Body Says About Films

( Washington Bureau of the Herald)

WASHINGTON, Nov. 29. — Except to
admit that it was proceeding a little too
fast when it tried to separate the East-
man Kodak company from its three lab-
oratories, the Federal Trade commission
has little to say about the motion pic-
ture industry in its annual report, just
available. The report covers the fiscal
year ended June 30, so that there is no
comment upon the July order against
Paramount, and nothing but brief men-
tion of the fact that the motion picture
trade conference is to be held.

The commission was told, not once
but three times during the year, that it
was without authority to order the dis-
position of property, and appears to have
accepted the decisions of the United
States Supreme court as probablv true,
since, it comments in its report, these
decisions “seem to very definitely decide
that the commission is without authority
under any circumstances to direct a di-
vestiture of physical properties.” In view
of that fact, it is probable that the com-
mission at no time will be inclined to
go into the question of theatre owner-
ship by producers.

Pastors Shy at “Allah,”
Then Find It Good Film

(Special to the Herald)

OTTAWA, Nov. 29. — Metro-Goldwyn-
Mayer’s “Garden of Allah” aroused the at-
tention of local clergy when it played the
Regent theatre here during the week of
November 21. When it was first an-
nounced by Ray Tubman, manager, there
was a “murmur” from several Roman
Catholic priests. One of them decided to
see the picture and was more or less pleas-
antly surprised by the treatment of the
story.

On the other hand, Rev. Dr. E. B. Wyl-
lie, pastor of Erskine Presbyterian church,
took the picture as the subject for his
sermon on the Sunday night following,
calling it a fine picture but questioning
its application to life.

30

EXHIBITORS HERALD

December 3, 1927

Executives Invade Hollywood
and Set Tongues Wagging

Sam Katz Joins Franklin for Inspection of Coast — February Likely
Month for W ampas Frolic — Monty Banks Nearly Jailed
By RAY MURRAY

HOLLYWOOD, Nov. 29. — With the arrival of Clifford Hawley,
president of First National; Richard A. Rowland, vice-president
and general manager of First National; Adolph Zukor and
Sidney R. Kent, president and general manager, respectively, of Para-
mount; and Nicholas Schenck, president of Metro-Goldwyn-Mayer, in
Hollywood last week, rumors flew thick and fast of mergers and con-
solidations. Each of the film officials in turn denied any knowledge of
such a move and stated the purpose of the trip West was merely to
inspect the studios.

THIS is Mr. Hawley’s first trip to the
immense Burbank plant of First Na-
tional and he has been in daily conference
with Mr. Rowland and other executives
while here.

Zukor on Monday saw for the first time
the new Paramount studios off Melrose
Avenue. It is his first visit to Hollywood
in almost two years. Immediately upon
his arrival at the plant, he and Kent spent
several hours inspecting the eleven big
stages. Paramount’s president said he was
here to close a number of real estate trans-
actions for the corporation but declined to
discuss the nature of the deals. Thomas
Meighan and Mrs. Meighan accompanied
Zukor and Kent, Meighan returning to
Hollywood after a three months’ vacation,
during which time he visited New York,
Ireland and Florida.

Schenck, who succeeded to the presi-
dency of M-G-M following the death of
Marcus Loew, plans to be here for about
a month. He was accompanied by his
bride of three months, and his trip is
something of a delayed honeymoon journey.
* * *

Sam Katz on Coast

Sam Katz, president of the Publix, ar-
rived here last week for a conference with
Harold B. Franklin, president of West
Coast Theatres. Policies of the Metro-
politan, Million Dollar and other theatres
which Publix owns, and which are operated
by West Coast, will be discussed, after
which the two will make a tour of inspec-
tion of the entire West Coast circuit,
including houses in Seattle, Portland and
Spokane.

* * *

Charles Christie, business manager of the
Christie studios, returned home Tuesday
after an eight weeks’ tour of the European
exchanges of Paramount. These exchanges
have just started on their fourth year of
distribution in foreign countries of the
Christie comedies. A1 Christie preceded his
brother home from Europe several weeks
ago.

* * *

W ampas Preparing Annual Frolic

The Wampas boys will not hold their
next annual Frolic in San Francisco. Plans
are being prepared for the selection of the
thirteen Wampas Stars and the annual
frolic and dance, which is likely to be held
in February. The usual guessing as to who
the 1928 Stars will be is now under way.
Jimmie Starr of The Record, who picked
ten out of the 13 last year, comes forth
with this list this year:

Sally Eilers, Sennett; Sue Carol, McLean ;
Ruth Taylor, Paramount ; Virginia Brad-
ford, DeMille; Fay Webb, M-G-M; Ann
Christie, Lloyd ; Audrey Ferris, Warners ;
Lupe Velez, Roach; Alice White, First
National; Barbara Worth, Universal; Mar-
jorie Beebe, Fox; Viola Richards, Roach;
and Josephine Loff, DeMille.

Monty Banks was sentenced to 30 days
in jail by Judge Dudley S. Valentine in
Municipal court last Monday, for driving
an auto without a driver’s license. Judge
Valentine suspended the sentence until June
1, however, and the film comedian will not
have to languish in jail unless he again
breaks the law.

* * *

Randolph Bartlett, film and title editor
at F. B. O. studios, was married Novem-
ber 19 to Miss Frances Bermudez, member
of one of the oldest California families.

* * *

Richard Dix, Paramount star, was
taken ill while working on his latest
picture, “The Traveling Salesman,” and
has been confined to his hotel with an
attack of influenza. Work on the picture
will be delayed a week or ten days.

^ ^ ^

Maxwell Shean, assistant to Hal Wallis,
publicist for Warner Brothers, has resigned.
E. A. Patterson, former director of pub-
licity for Edward Small, has left that First
National unit and has joined the Charles R.
Rogers unit.

* * *

Pontages Gives Up Forum

The Forum theatre has again changed
hands. John P. Goring and Jack Truitt
have taken over the lease recently held by
Pantages, which has been operating the
house for the past few months at a loss,
it is reported.

* * *

A damage suit over the death of
“Peter the Great,” who was shot June
6, 1926, came up for trial last week.
Charles Dreyer and Edward Faust,
owners of the trained dog, are asking
$250,000 damages from Fred Cyriacks.
The dog was shot during an altercation
between Cyriacks and Faust. The plain-
tiffs claim Peter was worth $150,000.
* * *

Sidney Franklin, M-G-M director who
has been ill for several weeks, has returned
to the studio and resumed preparations for
filming “Trelawney of the Wells.”

Theatres Send $12,234

to Flood Sufferers

(Special to the Herald)

ALBANY, Nov. 29. — The latest fig-
ures, in which all but one theatre have
reported, show that the receipts from
the Vermont flood sufferers’ benefit held
recently in Albany, Troy, Rensselaer,
Chatham and Clinton Heights theatres,
total $12,234.50, according to Alex
Sayles, manager of the Leland and
treasurer of the motion picture ex-
hibitors’ committee in charge of the
benefit.

Re-Takes

Hollywood.— well, we’ve got ail

the big officials of all the film com-
panies out here now, and everyone is won-
dering what the next move will be.
Wouldn’t it be funny if they’d all decide
to merge and stop worrying about compe-
tition.

jjs jJs :jc

Then the exhib. would have to go to a
Consolidated Film Station, on the corner,
to get his films1, like he does “gas” for the
family carryall.

* * *

And all the stars would be paid alike —
$‘10 a week — and furnish- their own ward-
robes. And if they asked for a contract
they’d be kept after “school” and made to
work nights.

* * *

Anyway we’re to see big changes in the
industry, now that the bankers are asking
questions' as to where the money goes. It’s
a great industry!

* * *

Started Something

Along about next spring there ought to
be a big crop of new directors in Holly-
wood. Director M. Webb threw a party
last week at Cocoanut Grove and gave all
the guests canvas backed chairs as favors.
Now all the scribes in town want to sit in
them and direct.

* * *

Such Is Fame

Just about the time Ruthie thought she
was going good, by signing a vaude. con-
tract, she found herself out of the head-
lines and paying for her press notices.

* * *

Fadeout for Godiva

Chicago got a lot of space with its two
stellar attractions — Mayor Thompson and
Lady Godiva. They decided Lady Godiva
must ride in the darkness, which gave “Big
Bill” all the spot light.

* * *

Ain’t Inventions Wonderful

Los Angeles’ new city hall has a tele-
phone system that’s almost human. Every-
time you get a wrong number there’s a
funny little noise like “scusemuh please”
comes over the wire.

* * *

Well, now that the football season’s
over, let’s start worrying about Christmas.
— Only 24 days off, you know.

* * *

Advertising Always

Standing headline in L. A. Papers:
“Railroads

“Merchants I See Great Influx of

“Real Estatersf Travelers.”

“Hotels J

* * *

Here, Meadows, take this turkey away
and bring me my pills.

— R. M.

Canadian Producing

Firm Gets Underway

(Special to the Herald)

TRENTON, ONT., Nov. 29.— This city
is now established as the center of the
motion picture industry in Canada. This
follows upon the formation of The Cana-
dian International Films, Ltd., and the
subsidiary British Empire Films, promoted
and organized by W. F. Clarke, of Cran-
field & Clarke, New York, and now of
Toronto, who first secured the support of
the Provincial government of Ontario, to-
gether with the co-operation of leading
financiers of Canada.

December 3, 1927

EXHIBITORS

HERALD

31

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of December 3

by

the Camera

After three months in Europe looking after
F B O foreign sales and distribution —
Vice-President Colvin W. Brown, with Mrs.
Brown, arriving in New York on board the
Berengaria.

Just a Shanghai gesture —
for Margaret Livingston be-
longs to us, and the cos-
tume to Tiffany’s Stahl’s
“The Streets of Shanghai.’’

Another recent Berengaria passenger ar-
riving back home after a sojourn in
Europe on film business, was Carl Laemm-
le, head of Universal. Carl, Jr., Uni-
versal director, accompanied his father.

First National executives are at the Burbank studios plan-
ning for 1928-29. The party, photographed as it left New
York, contained (reading from left to right) Clifford B.
Hawley, president; Mrs. Hawley, Florence Strauss, editor;
Richard A. Rowland, vice-president; Mrs. Rowland.

While making “The Garden of Eden,’’ Lewis Milestone,
United Artists director, had a birthday, and then came a

cake both inevitable. From left to right, the cake-eaters

are Charles Ray, Milestone, Louise Dresser (who donated it),
and Corinne Griffith.

32

EXHIBITORS

HERALD

December 3, 1927

Mr. and Mrs. Milton Sills have now become star and leading lady
on the lot as well as at home. For starting with “Burning Day-
light,” Doris Kenyon will resume roles opposite the First National
luminary.

“Sorrell and Son” may be the greater for Warner and son, since
talent is a gift of life as well as the gods. But also for more
visible reasons, we present H. B. Warner, star of that United
Artists-Herbert Brenon Production, and the youngster who calls
him dad.

Thus prominently hung in Esther Ralston’s new Holly-
wood home, is the painting of Mr. and Mrs. George
Webb which the Paramount star is shown so proudly

admiring admiring, of course, as more than Mrs.

Webb would admire.

And now Jeanne Eagels (that su-
perb “Sadie Thompson!”) has
gone into “pictures,” making her
debut opposite John Gilbert in
M-G-M’s “Man, Woman and Sin.”

That in Westerns? Yet there’s Tom Tyler,
the F B O star (left), looking confident! Prob-
ably because (as he’s telling Director James
Dugan) it’s a son of Tom’s Flash. Still, it
just doesn’t seem possible!

“Woman’s crowning glory,” so
belittled of late, is ably cham-
pioned by Marceline Day, whom
M-G-M will feature in Lon
Chaney's newest, as yet untitled.

December 3, 1927

EXHIBITORS HERALD

33

The soon-returning cut-up at Coronado Beach — Col-
leen Moore (center), whose next First National pic-
ture, “Her Wild Oat,” was partly made there. Shown
with her are her mother, Mrs. Agnes Morrison (right)
and a chum, Marie McKean.

is it safe? Here is photographic proof of how Marion Dixon

and George Lewis recently fared on their way from the Universal
studios where they are filming “The Four Flusher.” No, of
course it’s not safe! That’s why Scooter-Skating is the new craze
in Hollywood.

Ludwig Berger, noted for “The
Waltz Dream,” has arrived at the
Fox studios and will direct “Don’t
Marry” as his first American pic-
ture.

“Now we’ve got a good combination,” is what
J. Boyce Smith, treasurer of Inspiration
(left) said he said to Alfred Mannon, new
head of Tec-Art, at this rite following the
recent merger.

Enlarging the directorial staff of
Pathe is E. H. Griffith, who has
been signed to direct Rod La
Rocque’s next starring vehicle,
“Hold ’Em Yale.”

34

EXHIBITORS HERALD

December 3, 1927

“Gaucho” a Box Office Picture,
Verdict at N.Y. Premiere

Sam Eckman Scores Big W 1th British — Forgers Find Roxy Has “Sure-
Fire ” Name — Le Maire Joins Bowes’ Forces
By JOHN S. SPARGO

NEW YORK, Nov. 29. — The leading social event of the week in the
film industry was the premiere of “The Gaucho,” the newest Doug
Fairbanks picture, which was presented to an invited audience at
the Liberty theatre. A Doug Fairbanks opening is always a social event.
All the eclat of picturedom who could procure the coveted pasteboards
were there, making it a typical Fairbanks opening.

THERE is much to be said of “The
Gaucho,” pro and con, but the majority
opinion is that the new production is “box
office,” and after all that is the criterion
for a good picture so far as the theatre
owner is concerned.

“The Gaucho” is a sort of a South
American Robin Hood, who robs the rich
that he may help the poor. The picture is
fast action and provides many opportuni-
ties for the usual Fairbanks athletic stunts.

Lupe Velez, a Fairbanks discovery, is
the girl and around her and “The Gaucho”
is wound a nice love story. The impres-
sion Miss Velez made in her first picture
gives promise that she will do well in more
picture offerings.

The production abounds in beautiful
scenes and fine photography. The direc-
tion is all that the most critical could ask
for, and F. Richard Jones, formerly Hal
Roach’s supervising director, proves that
he knows as much about feature produc-
tions. * * *

British Like Eckman

Sam Eckman, our own Sam from right
here in New York, is making a real big
hit in England with the film people and
with the British trade papers. But that is
only what is to be expected of Sam by
those who know him. While Mr. Eckman’s
status since going to England has never
been fully defined here, the British trade
papers refer to him as the able managing
director of Jury-Metro-Goldwyn.

Recently Mr. Eckman presided over a
meeting of the entire sales force of the
British end of Metro-Goldwyn, during
which he did and said a lot of things
which convinced everyone there that a
regular big league picture man had come
to town. Among other things Sam said
of more than passing interest, is the fol-
lowing excerpt from “The Bioscope,” the
leading British trade paper :

“Mr. Eckman announced that, after lengthy
deliberation and careful consultation with his co-
directors and those of his company who are in
direct touch with the exhibitors, he has arrived
at a fixed policy that in his opinion would best
serve the interests of the industry. In order to
inform exhibitors what the intentions are of
Jury-Metro-Goldwyn, he will use the advertising
columns of the trade press, a feature of the
British film industry which he has long admired
and which he deems the finest medium of reach-
ing the exhibitors.

“Mr. Eckman was not in a position to outline
his policy in full until he had thoroughly studied
and mastered the situation.”

* * *

As one of the features of the Ameri-
can invasion by UFA, comes the an-
nouncement that Erich Pommer is to
rejoin the German organization to make
tour pictures aimed directly at the
American market. Mr. Pommer di-
rected “Variety,” “Faust” and “Metrop-
olis” among the many pictures he made
for UFA. The excellence of these pro-
ductions caused Paramount to bring him
to this country, where he supervised
several units, later joining Metro-Gold-
wyn-Mayer.

* * *

Sam Jacobson, head of the studio pub-

licity department of Universal, is spending
a couple of weeks in New York, and is
seeing the signs on personally conducted
tours, the personal conductor being Paul
Gulick. No further comment is needed as
to whether Jacobson is seeing all there is
to be seen and having the time of his
young life.

Incidentally Gulick was compelled to
leave Jacobson to his own devices over
last Sunday, owing to the opening of
“Uncle Tom’s Cabin” at Detroit Sunday
night. After taking Jacobson to the Army
and Navy game, Gulick turned him loose
and hopped a train for Detroit, to see that
Uncle Tom got his cabin properly opened.
* * *

Someone has been doing Roxy wrong.
One day last week a large package of
candy arrived at the theatre from Schrafts.
No one knew why it came or who sent it
and Schrafts’ organization was called on
the telephone. This developed that a
young man, purporting to be one of Roxy’s
assistants, called up one of the stores last
Wednesday saying that Roxy wanted some
candy for a party he was giving on Mon-
day and a few minutes later he put in an
appearance with a check signed “Samuel
L. Rothafel.” The clerk, believing the
signature to be correct, gave him four dol-
lars in change and the man walked out
with it.

A similar incident occurred at Dunhills.
An engraved cigar lighter was ordered to
be delivered to a man named Tomlinson
at the Commodore hotel. A check with
Roxy’s name was given in payment and
$20 change was handed over without ques-
tion. There happened to be a man named
Tomlinson at the Commodore hotel, but
he did not know Roxy and was surprised
and somewhat embarrassed at the gift.

This makes four forgeries of Roxy’s
name — probably all by the same person —
that have been discovered to date. Last
week small change was secured in a simi-

New Treatment of Film
Said to Prolong Its Life

(Special to the Herald)

STOCKHOLM, Nov. 29. — A
Swedish engineer, Gustav E.
Gooes of Stockholm is said to
have improved his method of
treating moving picture films for
the purpose of strengthening
them. In his first method the
liquid was applied to both sides
of the film but the improved
method gives better results by
treating only the dull side. It
is stated that the life of a new
film treated by this method is in-
creased by about one-half. Gooes
maintains a laboratory near Stock-
holm where he has treated many
of the feature films that have been
shown in Sweden this year.

lar manner from the Cunard Steamship
line and the Pennsylvania railroad. None
of the signatures resembled Roxy’s hand-
writing in any way. In some cases the
name was misspelled and no attempt was
made in any to imitate his signature.

* * *

The services of Rufus Le Maire, pro-
ducer of the recent “Le Maine’s Af-
fairs,” have been obtained by Major
Edward Bowes of the Capitol theatre.
Le Maire’s first Capitol production, now
under way, will be a revue called “Le
Maire’s Minstrels.” When that has
materialized, he will institute rehearsals
for an abbreviated edition of his “Le
Maire’s Affairs,” which is to follow
soon afterward.

* * *

Each Sunday evening Major Edward
Bowes, who broadcasts with his Capitol
“Family” through WEAF, reads a little
poem to the radio audience. Thousands of
requests come each week for the bits of
poetry read. The verse rendered by Ma-
jor Bowes last Sunday follows was :

A wise old owl lived in an oak ;

The more he heard, the less he spoke ;

The less he spoke, the more he heard —

Why aren’t we all more like that bird?

British Film Quota Bill
Changed by Number of
Generous Concessions

Labor Party Opposed to Film
Adopts Strong Course of
Objection

(Special to the Herald)

LONDON, Nov. 29.— (by mail) — The
motion picture industry in England has
been deeply stirred over the actions taken
in parliament upon the film quota bill. It
was evident that the Labor party, which
forms the chief opposition, had determined
upon a strong course of obstruction. After
many petitions, mostly of a destructive na-
ture, the government finally purchased a
little peace by agreeing to concessions of
very generous proportions.

The chief alterations to date are as fol-
lows : The bill will become law on Jan. 1,
1928, but will not become operative until
April 1 ; The maximum penalty for non-
compliance with the blind and block book-
ing provisions has been reduced from 100
to 50 pounds; Pre-release shows are not to
be confined to London theatres only; Films
made between the introduction of the Act
and the commencement of the operation
will rank for British quota; Films may be
trade shown within six weeks of the ap-
plication for registration instead of within
14 days as previously arranged ; The owner
of a film at the particular time affected
may give notice of variation in the length
of the film, and not necessarily the person
responsible for the original registration of
the film; British reissues may rank for
British quota against reissues of foreign
films ; Booking forward for nine months
ahead is to be allowed up to 1930 instead
of to 1929.

Colleen Moore Seeking
New Hero for Next One

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Colleen
Moore, through the supervisor of her First
National productions, John McCormick, is
seeking a new leading man. Her next pic-
ture, “Lilac Time,” is almost ready to be
put into production and is being planned
to be her largest undertaking. Hence, the
new leading man. But he hasn’t turned
up yet.

No. 1 OF A SERIES

MADGE BELLAMY

TOUR public demands on the screen ever new faces, youth, beauty in
its women, intelligence and personality in all its players. Fox pic-
tures meet this demand with an array of youthful talent to L>e found in
no other- product. At the head of each cast stands some young artist to
whom your patrons have already given their approval. Madge Bellamy,
who scored hits in “Sandy” and “Ankles Preferred,” is next to be seen
in “Very Confidential,” followed by “Silk Legs” and “None But the
Brave.” Bellamy fans are legion.

WHO PLAYS with FOX PROFITS with FOX

GEORGE O’BRIEN

/N the short period that has elapsed since John Ford
made “The Iron Horse” this young Fox leading man
has traveled far. Already this season your patrons have
acclaimed him in two splendid performances of widely vary-
ing types — as the Prince in “Paid to Love” and as John
Breen in “East Side, West Side.” George O’Brien's acting
in “Sunrise” has placed him in the very front rank of the
young men of the screen. Another example of the Fox-
policy of youth! He will be seen next in “Sharpshooters,”
with Lois Moran playing the girl.

m

No. 2 OF A SERIES

WHO PLAYS with FOX PROFITS with FOX

December 3, 1927

EXHIBITORS HERALD

35

The Latest
Bookings

Lumas has signed with the Orpheum Circuit for
first run bookings in several cities for “The Satin
Woman,” “The Girl From Rio,” “The Cheer
Leader” and “The Rose of Kildare.” “Shamrock
Alley,” the Big-Boy Juvenile comedy released by
Educational, has been booked for 110 days to play
Loew’s Circuit in Greater New York. “A Texas
Steer” opened at the Madison theatre, Detroit, on
Saturday, Nov. 26, and was also played the same
day at the Empress in Oklahoma City, the Pan-
theon in Toledo, and the Post in Battle Creek.
It also opened at the Stanley Mark Strand in
Albany, Nov. 28, and at the Aztec in San Antonio,
Dec. 3. The F B O pictures, “The Harvester,”
“Freckles,” “Wallflowers” and “The Gingham
Girl,” have been bought for a six-day apiece run
by the Nemo at Johnstown, Pa.

Plans $100,000
Oregon Theatre;
Two More Open

(Special to the Herald)

PORTLAND, Ore., Nov. 29.— William
Cutts, Inc., theatre builders, has submitted
plans for a $100,000 theatre at Medford, a
community with a drawing population of
about 20,000. The plans call for 1,570 seats,
a stage, and a separate building for the
fire plant.

Two Theatres Opened
Management Changed

A $90,000 theatre at Elma, Wash., and a
$75,000 house at Sandpoint, Idaho, were
opened last week. The former, called the
Graham, seats 700. The latter, the Panida,
is of Spanish design and has two unique
features, a display window over the mar-
quee and a “cry-room.”

The Columbia theatre. New Westminster,
B. C., first atmospheric theatre in Can-
ada, is now under the management of
J. Millman, well-known in Western film
circles. The Columbia is a Famous Play-
ers house. In Leamington, Ont., the Patri-
cia has been leased by the Allen interests.
H. C. Bowes, Alton, Ont., has bought the
Star at Meaford, in that province, from
J. C. Silverthorn.

Columbia Signs Graves
for “So This Is Love 99

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Columbia
Pictures has just signed Ralph Graves for
the masculine lead in “So This Is Love,”
starring Viola Dana.

Hobart Bosworth has been signed to
appear in another production. "Fash-
ion Madness” has been selected for Claire
Windsor’s second starring vehicle for
Columbia, and Norman Trevor has been
cast as the “heavy” in “The Siren.” “The
Tigress,” featuring Jack Holt, opens this
week in New York at the Moss theatre,
and “The Blood Ship” opened the new
Cadet theatre in Philadelphia.

Artclass Claims Title
Announced by M-G-M

(Special to the Herald)

NEW YORK, Nov. 29. — According to
Artclass Pictures, Metro-Goldwyn-Mayer
has dropped the title, “Cloaks and Suits,”
as the name of a forthcoming Norma
Shearer production. Artclass claims that
this title is to be used as the name of an
Artclass production to be released in the
1928-29 season, and that when M-G-M
was apprised of the fact, use of the title
was discontinued by M-G-M.

Young Managers Win South;
Box Office Figures Rise Too

Success of Youth in Industry Is Reflected in Cases of John J.
Friedl, James Owen Cherry, A1 Mason, E. S. C. Coppock,
Raymond B. Jones and Richard Loden

[ Here is another of a series of articles appearing in the “Herald” on
“ Young blood ’ in theatre operation .]

(Special to the Herald)

SAN ANTONIO, Nov. 29. — “Young blood” and its importance in the
business world is being evidenced on every hand in the South today, and
especially true is this in the theatre and motion picture industry in general.
The situation in the South is probably paralleled elsewhere but “young
blood” is literally taking control of that part of the country.

Young Blood Winning in the South
Young managers, young operators, young owners, young artists, young
advertising men, young executives — so runs the stream. And the younger
element is winning out in the South — with apparently good results. Yet
the older managers are there too, lending the steadying influence of ex-
perience.

John J. Friedl, Southern district man-
ager for Publix, is one of the best ex-
amples of youth. Friedl, a master show-
man in every line, is holding down his
position with high honors — he is ener-
getic, thoughtful, and above all,
thorough. Although he is barely into his
thirties, he knows every angle and has
phenomenal judgment in emergencies.
Friedl has been district manager for
Publix, with offices in Dallas, for over
two years, having previously been ex-
ploiter for Paramount and managing di-
rector of the Palace, Dallas.

Cherry at Metropolitan

Another example of the managerial
strength of youth is James Owen Cherry,
commonly known as “Skipper,” manager
of the Metropolitan in Houston. Cherry
came to Texas some four years ago,
knowing not a soul. He landed in Dallas,
and obtained a job at the old Crystal
theatre there, then one of the shownlaces
of the city. He was soon transferred to
the Palace, under the Southern Enter-
prises regime, and remained there as
house manager when Publix came into
being. Cherry was moved to Houston
as managing director of the Metropoli-
tan upon its opening last Christmas, and
is now one of the most valuable man-
agers on the circuit.

A1 Mason, now the manager of the

Business Bureau Warns
Against Illegal Solicitors

( Special to the Herald)

NEW YORK, Nov. 29.— The
National Better Business Bureau,
affiliated with 41 local Bureaus
and 56 directory publishers have
issued a warning to all merchants
and individuals who may be ap-
proached by solicitors.

They estimate that sums of
money totaling seven Bgures are
fleeced from the public each year
by illegal solicitors who obtain
money in most cases by the fol-
lowing methods:

1. Soliciting advertising over
the telephone for “new” city direc-
tories.

2. Obtaining signatures on
contracts, that the victim does not
realize the nature of.

3. Collecting repeatedly for the
same advertisement.

Palace in Dallas, is still another young
man, in years, who is an old hand at
the business. He comes of a music and
stage family, but such a career did not
strike A1 as promising, so he attended
the Publix managers school and grad-
uated from the first with highest honors.
He is a rare judge of human nature, a
real manager, and has a personality that
makes people come into the show to say
“good evening” to him.

Coppock Also Graduate Manager

E. S. C. Coppock, house manager of
the Texas in San Antonio, is another
graduate of the managers school. He is
proving to be master in his line, and is
an expert in accounting, reports, and the
technical detail of theatre operation.

Raymond B. Jones, who is to be man-
ager of the new Worth theatre in Ft.
Worth, is 28 years old, with ten years
of experience in theatre operation and
advertising. Jones is recognized as one
of the best exploitation men in _ the
South, and will handle his own publicity
at the $2,000,000 Worth theatre. He was
formerly connected with the Howard,
Atlanta, was in Topeka and at the Pal-
ace, Dallas, and the Texas, San Antonio.
He just relinquished his advertising posi-
tion at the Texas, to assume his duties
at the Worth. Jones is an expert press
representative, and has a knack of es-
tablishing contact that probably an older
man could not handle. He has innum-
erable friends, and is a perfect type for
theatre management and exploitation.

Art Director Another Example

Richard Loden, a 20-year-old protege
of D. K. Wellington, director of art for
the Publix Theatres in San Antonio, has
been made the art director of the new
Worth theatre. He is just another ex-
ample of the march of youth to the fore.

In every angle of theatre operation
in the South there stands out youth—
not flaming youth, but steady, business-
like youth— youth that is determined to
make a name for itself and its superiors.
There are, of course, still left many sol-
diers of the old school in various South-
ern theatres but for the most part, youth
reigns, with a steady hand. The enthu-
siasm and exuberance that naturally be-
longs to the young is proving to be a
profitable barometer of the box office.

Three Birthdays in Week at F B O Lot

HOLLYWOOD. — There were three birthdays
in the same week in the company recently on
the F B O lot making “Wallflowers.” The three
having the birthdays were Julienne Scott, Hugh
Trevor and Alice Patrick.

36

EXHIBITORS HERALD

December 3, 1927

Harvard to Make Science Series
For Pathe Distribution

Company’s Exchanges Will Handle Product — First Picture to Be
Ready by January 30 — Five-Year Contract Signed
(Special to the Herald)

CAMBRIDGE, Nov. 29. — Harvard university will prepare a series of
motion pictures dealing with scientific subjects and to be known
as the Pathe Science series, as a result of a contract negotiated
between Harvard and Pathe Exchange.

The series will be distributed by Pathe’s
33 branches, the first being ready by Janu-
ary 30, 1928. Pathe states that though
the productions are destined primarily for
school use, they will be appropriate for the
theatre, church, club and other civic organ-
izations.

The five-year contract was signed by
President A. Lawrence Lowell of Harvard
and Elmer Pearson, first vice-president of
Pathe. As Pathe has been cooperating
with Yale university through the distribu-
tion of the “Chronicles of America” series
for four years, this contract means that
Pathe now has the cooperation of the two
oldest universities in the United States.

Only one branch of science, anthro-
pology, the study of mankind, is spe-
cifically mentioned in the contract.
However, the division of geology also
has a series of pictures in the course
of preparation. Dr. Kittery F. Mather,
of this division, and Dr. Ernest A.
Hooten, of the division of anthropol-
ogy, are heading a supervisory com-
mittee.

The official statement of Harvard uni-
versity regarding the contract follows, in
part :

“Inasmuch as Pathe Exchange, Inc., de-
sires the assistance of the division of an-
thropology of Harvard university for the
editing and titling of the anthropological
material in the files which Pathe Exchange,
Inc., has collected in its vaults and expects
to collect in the future, and the advice of
the members of the division of anthropol-
ogy in collecting new anthropological
material and in producing new films on
anthropological subjects, the president and
fellows of Harvard college and Pathe Ex-
change, Inc., will provide the division of
anthropology with certain apparatus to be
installed at the Peabody Museum. For
this purpose the Pathe Exchange, Inc., will
provide the division of anthropology, from
the material now collected in its vaults,
and to be collected hereafter, with films
of anthropological interest, and the divi-
sion of anthropology will select, edit, and
title reels suitable for instruction and edu-
cational purposes.

“Pathe will also provide one or more
cameramen to accompany expeditions un-
der the direction or auspices of the divi-

No Sunday Beans
For Boston Town?

(Special to the Herald)

BOSTON, Nov. 29. — No more
beans, bread or other groceries
are to be sold on Sunday here if
an old city blue law, prohibiting
the sale on Sunday of bread and
other bakery products, is to be en-
forced. Master bakers recently
pointed out that under the ancient
law they alone were allowed to
sell bread and other foodstuffs on
Sunday, and then only during cer-
tain hours Police have attempted
to arraign 28 “ malefactors .”

sion of anthropology into the field.

“The agreement may be extended to in-
clude other departments of the university.”

Pathe Science Series will be made from
film selected by the Harvard committee
from Pathe’s vast film library. This, Pathe
says, includes more than 2,000,000 feet of
pictures taken the last fifteen years. There
are fifteen years of the Pathe News, nine
years of Pathe Review, and eleven travel
feature pictures such as William J. Mor-
den’s Asiatic Expedition, Byrd’s and
Amundsen’s Polar Flight, Prince William
of Sweden’s African Expedition, and
“Nanook of the North,” the Eskimo pic-
ture.

Graduate Students on Job

After representatives of the two divisions
have selected film, graduate students will
classify, cut, assemble and title the various
pictures in the series. A workshop has
already been set up in the Peabody Museum
at Cambridge and two graduate students
in anthropology and one in geology are
already at work.

The Pathe Science Series will be of a
dual nature. One set of pictures will be
made for use in universities and colleges.
There will be of a highly technical nature.
They will follow closely the courses at
Harvard.

The second series will be for use in
grade and high schools. They will be
scientifically accurate and prepared with
the same care as the series for university
use, but will be edited so that they can be
use in connection with school courses in
geography.

The division of geology is working on
seven pictures dealing with this subject in
a manner which will be of interest to
school children.

From the profits accruing to Pathe from
the distribution of these films a special
fund will be created for the more extensive
production of pictures for educational uses
and for assistance in financing with Har-
vard scientific expeditions in different parts
of the world.

Contracts for F B O

Jubilee Month Pour In

(Special to the Herald)

NEW YORK, Nov. 29.— Contracts for
F B O's “Grand February Jubilee Month”
are already pouring into the home office of
the company. Lee Marcus, now on a visit
to exchanges, reports that the Butterfield
circuit has purchased the F B O product
100 per cent for 18 towns in the Detroit
territory, the greater part of the program
to be shown in their theatres during the
month of February.

Bess Meredyth Busy

(Special to the Herald)

HOLLYWOOD, Nov. 29.— Bess Mere-
dyth has completed the adaptation and is
working night and day on the continuity
of “The Little Shepherd of Kingdom
Come,” Richard Barthelmess’ next starring
picture. A1 Santell is to direct and the
picture will be produced by First National.

Exhibitor Homs in on
“Big Bill's” Notoriety

(Special to the Herald)

HAMILTON, ONT., Nov. 29.—
An exhibitor here gained a por-
tion of the limelight surrounding
the book-burning episode in Chi-
cago, Illinois, in which Mayor
Thompson threatens to dispose of
alleged pro-British volumes in the
Chicago library.

He is Alderman H. E. Wilton,
exhibitor of the Strand theatre,
who submitted a resolution before
the Hamilton City Council call-
ing upon local citizens to boycott
all goods manufacured in the City
of Chicago. The resolution was
not adopted but Mayor Treleaven
suggested that Canadian cities
should keep the idea in mind.

First National Starts
Winter Schedule; New
Moore Film Prepared

(Special to the Herald)

NEW YORK, Nov. 29.— First National
has begun its winter schedule, which will
not be concluded until late in the Spring.
One of the new productions about to be
started is also one of the larger creations
on the schedule. It is Colleen Moore’s
next production, “Lilac Time,” adapted
from the successful musical comedy. Pic-
tures that have just been completed or
are nearly so, are as follows:

“The Noose,” “The Whip Woman,”
“Sailor’s Wives,” a George Sidney-Charlie
Murray comedy as yet untitled, “Ladies’
Night,” and “The Chaser.”

Johnnie Hines’ company is now in New
York taking shots for “Chinatown Charlie.”

Edison Sees, Hears
Himself With Aid of
New Talking Pictures

(Special to the Herald)

WEST ORANGE, N. J„ Nov. 29.—
Thomas Edison recently saw and heard
himself as others see and hear him when
he attended the first showing of a talking
motion picture of his recent radio inter-
view. He saw the pictures of himself and
heard his own voice reproduced in a loud
speaker from the tiny impression made on
the same film that carried the pictures.

This new device, developed bv the Gen-
eral Electric company, was described in de-
tail in the October 1 issue of “Better
Theatres.”

See Welcome to “Wings”
Abroad in Alien Praise

(Special to the Herald)

NEW YORK, Nov. 29. — Paramount has
no fear that its war-aviation production,
“Wings,” will meet with the hostility
abroad encountered by other war pictures.
Among the most encouraging expressions
by a foreign critic was one in an issue of
the Chicago Abenpost, German daily,
the article written by a German who has
been in this country only eight months.

Webb Entertains

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Millarde
Webb, directing “Honeymoon Flats” for
Universal, entertained members of the cast,
officials of the studio and members of the
press at a dinner in the Cocoanut Grove,
Ambassador hotel, last Saturday night.

December 3, 1927

EXHIBITORS HERALD

37

Vermont Flood Embargo Off;
Most Theatres Are Reopened

Heroism of Several Men in Boat Saves Equipment from
Woman Exhibitor’s Playhouse as Waters Break
Floating Building to Pieces

(Special to the Herald)

BOSTON, Nov. 29. — The first real improvement of conditions affecting the
theatres in Vermont was shown this week, when many of the embargo restric-
tions were removed so that not more than half a dozen important theatres in
the state are yet unable to get direct shipments.

Two Towns Under Martial Law

The Paramount-Gray circuit houses are all in operation again. The Play-
house at Montpelier reopened last week and today the two theatres in Barre
and those in Rutland reopened.

Theatres in Waterbury and Morris-
ville have not reopened and the towns
are under martial law. It is expected
that the Army will grant permission to
reopen these houses as soon as power
is restored in those towns.

One of the most interesting bits of
news from the Vermont area is that
Mrs. Earl Bevan, whose Milton theatre
at Milton teas entirely swept away ,
has leased a hall in the town and will
start in her theatre again there.
Through the heroism of several men
in a boat, the projectors, spotlights,
motors and some other equipment
ivere salvaged from the theatre as it
floated doivnstream and temporarily
lodged against an obstruction. Soon
after the stuff teas salvaged, the build-
ing broke up and disappeared. The
equipment was but slightly damaged.

subject and displayed the largest electric
sign ever seen in Hungary, it is said.

Sunday Show or Nothing,
League Warns Bluenoses

(Special to the Herald)

ASH GROVE, MO., Nov. 29.— The 100
Per Cent Enforcement League has decided
that if the town’s motion picture house
must close on Sunday under an ancient
blue law everything else must be closed
tight in not only Ash Grove but elsewhere
in Greene County as well. The league’s
slogan is "Sunday Shows or Nothing.”

The agitation in Ash Grove was started
by Rev. T. C. Pennell, pastor of the Ash
Grove Baptist Church, who recalled the
ancient blue law and singled out the town’s
motion picture show for attack.

Police Eject Patron;

Four Sue Bluecoats,
Theatre, Paramount

( Special to the Herald)

OKLAHOMA CITY, Nov. 29.— Suits
for $40 were filed in district court by Mr.
and Mrs. A. J. Palmer and Mr. and Mrs.
Lee Katz, against the Criterion theatre,
Paramount Corp., and policemen John
Hopkins and John Hubatka here recently,
alleging that when A. J. Palmer was
stricken with acute indigestion at the Cri-
terion on Nov. 5, police were called and
they took him away because it was claimed
he was drunk. Pat McGee, the theatre
manager, stated that no one officially con-
nected with the theatre had charged drunk-
enness, and that the police were called only
because the employes had been unable to
remove Palmer.

The Savoy, Prague, is being renovated and re-
furnished. John P. Reed, manager of the New and
Joie at Fort Smith, has been transferred to Colo-
rado Springs, Col., being succeeded by Mr. Sauer.
Curtis Logan is the new booker for Paramount,
succeeding C. E. Lindsey, who has been appointed
salesman, and Bill Para is assistant booker and
Malcom Cook assistant shipper. The Palace, Dun-
can, is being remodeled and new equipment is
being added. The Liberty, Seminole, has added
400 new chairs. New lenses and a screen have
been added to the Main Street house at Tulsa.
M. M. Hite has purchased the Rialto and Royal
at Clinton.

The Queen, Winters, Texas, has installed a new
Reproduco organ. Manager Walker, Grand Prarie,
will start work on his new theatre soon. A new
$75,000 theatre will be erected at Coleman in the
near future by E. C. Howell & Son. The Palace,
Memphis, will be remodeled and refurnished. The
Alamo, Granger, has been leased by J. C. Roberts.
A new theatre, to show both vaudeville and pic-
tures, will be erected soon by J. A. Cuff at Deni-
son. The New Eden, Eden, has been opened,
replacing the one destroyed by fire early last sum-
mer. The New Liberty, Carrollton, has been
opened by P. D. Turner. W. B. Mayesa and
M. T. Pachne have leased the Whitney Opera
House at Whitnet.

Joseph Schenck Lauds
Chaplin9 s “The Circus99
at Sales Conferences

(Special to the Herald)

NEW YORK, Nov. 29. — At a luncheon
conference held here by United Artists
sales executives, Joseph M. Schenck, presi-
dent ; A1 Lichtman, vice president and sales
head; Carroll Trowbridge, and Arthur
Hornblow, Jr., were speakers.

In his address Schenck discussed the
forthcoming product and declared that
“Charlie Chaplin’s ‘The Circus’ is the
greatest I ever saw.”

Film Cutter Accused of
T aking 1100 Ft. of Film

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Don Hetrick,
former film cutter for Fox studios, was
arrested Friday when Ben Jacksen, studio
manager, swore to a complaint accusing
Hetrick of stealing 1,100 feet of motion
picture negative of the production “Sun-
rise.” Hetrick was discharged February
15 by the studio but the loss was not dis-
covered until recently when the missing
film was found in Hetrick’s garage.

Questionnaire Sent to
Public to T est Pictures

(Special to the Herald)

HOLLYWOOD, Nov. 29. — The Halperin
Brothers, who have recently allied them-
selves with Inspiration Pictures, Inc., to
make a series of pictures, have devised
the questionnaire system in testing the
public’s reaction to their pictures. The
questionnaires are sent to 500 representa-
tive people and ask for opinions upon the
book to be used for the film story.

The Massachusetts State Constabulary
has opened a picture theatre in Becket,
Mass., and on Saturdays and stormy
days, is showing films there. This little
town, with a population of only 973, was
the most heavily damaged of all Massa-
chusetts towns when it became the bed
of a roaring river filled with all kinds
of debris. More than 500 laborers and
more than 100 of the State Constabulary
force, besides all ablebodied residents,
are at work placing Becket back on the
map.

Free Shows Given Homeless

This sudden almost doubling of the
town’s population resulted in a demand
for some form of community entertain-
ment and the Constabulary force has
adopted motion pictures in a roughly
constructed but comfortable hall.

At Springfield and Chicopee, where
more than a thousand families are home-
less, Goldstein Brothers have obtained
the use of the two state armories, and
mornings and afternoons when schools
are not in session, they are giving free
picture shows to the homeless children.
Until Goldstein Brothers stepped into
the breach, the problem of caring for
these children until reconstruction work
is completed was a serious one to the
authorities.

“King of Kings" Opens
in Budapest, Prague

(Special to the Herald)

NEW, YORK, Nov. 29. — Cecil B.
DeMille’s “King of Kings,” now in its
eighth month on Broadway, recently had
gala openings at the Royal Apollo theatre
in Budapest and at the I.ucerna theatre in
Prague, Czecho-Slovakia.

At the Budapest premiere, the Hun-
garian diplomatic corps and government
officials were represented and a very
elaborate presentation accompanied. The
theatre was decorated in keeping with the

Columbia to Buy Films
Made in San Antonio

(Special to the Herald)

SAN ANTONIO, Nov. 29.— Foto-Art
Pictures Corporation, a San Antonio
motion picture concern, has recently con-
tracted with Columbia Pictures to make
for them five feature length Westerns in
and around the Alamo City. This con-
tract represents the formal recognition
of San Antonio as the Southern motion
picture production metropolis.

It is said that $50,000 is to be paid the
company for each picture. The first one,
called “Tracey the Outlaw,” is now being
cast, using all local talent.

McKean Buys Interest
in Exchange at St. Louis

(Special to the Herald)

ST. LOUIS, Nov. 29. — One of the most
important deals involving an independent
motion picture exchange ever consum-
mated in this territory was the recent pur-
chase of a one-third interest in the Premier
Pictures Corporation by Claude W.
McKean, former manager of the St.
Louis Fox exchange. Nat E. Steinberg
and Thomas C. Tobin each hold one-third
interest in the exchange, making it an
exclusive St. Louis organization. The
stock purchased by Mr. McKean was held
by New York interests.

Stern Likes Mid-West

(Special to the Herald)

NEW YORK, Nov. 29.— Julius Stern,
president of the Stern Film Corporation,
who has just returned to New York from
a trip to Chicago and other midwest film
centers, reports a decided improvement in
film business in that section and is
especially encouraged over the growing de-
mand for Stern Brothers comedies.

38

EXHIBITORS HERALD

December 3, 1927

r

It was a gala night when Douglas Fairbanks’ “The Gaucho” opened at Sid Grau-
man’s new Chinese theatre in Hollywood. The throng is awaiting the arrival of
the United Artists star. The picture also has just had another auspicuous open-
ing at the Liberty in New York

Theatres in Southern
Illinois and Missouri
Undergo Many Changes

(Special to the Herald)

ST. LOUIS, Nov. 29. — Transactions
and theatre changes have been brisk in
southern Illinois and Missouri recently.
The Sexton Amusement Company has
disposed of the following theatres: the
Pershing and Rex at Fairfield, and the
Orpheum and Casino at Flora. The new
owners are Pautler & Wells. Pautler
formerly owned the 4th St. theatre at
Moberly, Mo., and is now from St.
Petersburg, Fla. Wells has managed
the Grand at Sparta, 111., for several
years for Bob Cluster. The buying at
Fairfield will be done by Wells and
Pautler will handle the buying at Flora.

The Metro theatre at Chesterfield, 111.,
has been transferred from Maurice
Moore to William S. Dews. The Pied-
mont, Mo., Princess has been transferred
from C. L. Bennett to A. G. Pierce, and
other transfers include the Lyric theatre,
Salem, Mo., from J. L. Bangert to W. A.
Donaldson; Liberty theatre, St. Louis,
reported sold by S. J. Endler and W. W.
Brueggeman to Kaehn & Friedlander;
Royal theatre, Thayer, Mo., from H. C.
Simmons to Dean W. Davis. Dewey
Gray, who managed the Wilson theatre,
Granite City, 111., has severed his con-
nection, and the theatre is closed and is
for sale or lease.

J, J. Franklin Named
Wesco Head in L. A.

(Special to the Herald)

LOS ANGELES, Nov. 29. — J. J. Frank-
lin, who has been in charge of the Portland
division of West Coast Theatres, Inc.,
has been transferred to the newly created
Los Angeles division in the same capacity.
The Portland office will be supervised by
Hershel Stuart of the Seattle division.

Second Burglary in 3
Weeks Makes Loss $900

(Special to the Herald)

EVERETT, MASS., Nov. 29.— For the
second time in three weeks, the Capitol
theatre, of the Mark Strand circuit, was
burglarized ,the safe being forced and
about $200 taken this time. On the pre-
vious occasion about $700 was secured.

September Films Exports
Decrease 5 Million Feet

(Special to the Herald)

WASHINGTON, Nov. 29.— Film ex-
ports in September failed to hold the
level recorded in the previous month,
dropping from 30,309,622 feet, with a
value of $936,705 in August, to 25,22 1 , 1 20
feet valued at $670,934, according to the
monthly report of the Commerce de-
partment.

Exports of positives during the month totaled
18,152,033 feet with value of $446,440, and ship-
ments to non-con tiguous territories were 1,798,864
feet, valued at $20,386, as compared with foreign
shipments of 20,091,944 feet, valued at $552,433,
and territorial exports of 1,342,252 feet, worth
$27,290, in August. Negative exports were 718,-
019 feet, valued at $81,427, as compared with
923,921 feet, worth $123,267, in the previous
month, and raw stock shipped abroad aggregated
4,552,204 feet, worth $122,681, as compared with
7,951,505 feet, worth $233,715.

“Patent Leather Kid” in
Fourth Month in N . Y.

( Special to the Herald)

NEW YORK, Nov. 29.— First National’s
special, “The Patent Leather Kid,” starring
Richard Barthelmess, is in its fourth
month at the Globe theatre, New York,
where it is playing at the $2 admission
scale, twice a day. It entered its sixteenth
week on Monday and it is still drawing
crowded houses.

Good Exploitation Puts
Over Mrs. Reid9 s Tour

(Special to the Herald)

NEW YORK, Nov. 29.— A feature of
the personal tour of Mrs. Wallace Reid
with the Gotham picture, “The Satin
Woman,” is the dignified type of exploi-
tation being used and with success. Mrs.
Reid is making appearances before many
different local organizations in each town,
and at Washington she was the guest of
Mrs. Coolidge.

Shores Made Director

(Special to the Herald)

HOLLYWOOD, Nov. 29.— After serv-
ing as assistant director to many of the
most prominent directors for the past eight
years, Lynn Shores will make his directorial
debut at F B O when he directs “Skinner’s
Big Idea.” Shores is the sixth young man
to be given a chance since LeBaron joined
F B O.

Short Feature
Releases

WEEK OF NOVEMBER 27
“The Masked Menace,” No. 4, Pathe, two; “Flying
Fishers,** Fables, Pathe, two-thirds; “Cups and
Contenders,** Rice, Pathe. one ; 44The Bull
Fighter,” Sennett, Pathe, two; “From Hand to
Mouth,” Roach, Pathe, two ; 4 Fiddlesticks,”

Sennett, Pathe, two; “Pathe Review,” No. 48,
Pathe, one; “Topics of the Day,” No. 48, Timely
Pathe, one; “The Trail of the Tiger,” No. 4,
Adventure, Universal, two “Red Hoi Bullets,**
Mermaid, Educational, two ; “Whys and Other
Whys,” Felix the Cat, Educational, one; “Sham-
rock Alley,” Big Boy, Juvenile, Educational, two ;
“Newslaff No. 7,” F B O, one; “Lights and
Shadows of Sicily,” Varieties, Fox, one; “Put-
ting Pants on Philip,” Metro-Goldwyn-Mayer,
two.

WEEK OF DECEMBER 4

“Lovingly Yours,” Curiosities, Educational, one;
“Ain’t Nature Grand,” Cameo, Educational, one;
“Oh What a Man,” Semon Comedy, Educational,
two; “Fighting Fathers,” Metro Goldwyn-Mayer,
two ; “Toddles,” Novelty, Paramount, two ; “Ko-
ko*s Quest,” Inkwell Imps, Paramount, one;
“Mickey’s Battle,” No. 4 Mickey McGuire, F B O,
two ; “Mickey’s Battle,” Mickey McGuire, Stand-
ard, F B O, two.

WEEK OF DECEMBER 11

“Nothing Flat,” Mermaid, Educational, two; 4 Felix
the Cat Hits the Deck,” Felix the Cat, Educa-
tional, one; “A Whirl of Activity,” Howe’s
Hodge Podge, Educational, one; “The Stork
Exchange,” Krazy Kat, Paramount, one; “Three
Missing Links,” No. 4 Standard, F B O, two.
“Newslaff No. 8, F B O, one; “Three M’ssing
Links,” Standard, F B O, two.

WEEK OF DECEMBER 18
“Papa’s Boy,” Hamilton, Educational, two ; “It’s
Me,” Cameo, Educational, one.

WEEK OF DECEMBER 25
“Injun Food-Moods of the Sea,” Outdoor Sketches,
Educational, one; “Felix the Cat Behind the
Front,” Felix the Cat, Educational, one; “Hallo
Sailor,” Lupino Lane, Educational, two; “Angel
Eyes,” Big Boy-Juvenile, Educational, two ;
“Rickety Gin,” Snappy Comedy, Universal, ona;
“The Trail of the Tiger, No. 8,” Adventure,
Universal, two; “The Mild West,” Gumps No.
8, Special, Universal, two; “Model George,’’
Stern Bros., Universal, two ; “The Lone Ranger,”
Western Featurette, Universal, two ; “Newslaff
No. 9,” F B O, one.

Alexander Made Sterns’

Eastern Representative

Stern Brothers has made several new
appointments, the most important of which
is probably that of Max Alexander, studio
manager, to assistant to President Julius
Stern and Eastern representative. The
other appointments bring two new com-
ediennes, Derlys Perdue, Wampas Baby,
and Frances Hamilton, wealthy Pasadena
girl, to Sterns comedies.

Alexander, who is a nephew of the
Stern brothers and of the late Mrs. Carl
Laemmle, has had years of service with
the Sterns and Universal organizations,
and worked his way up in the comedy
company from the property room.

Hall Named Head of Fox

News Detail in South

Webber Hall, who recently turned in
some remarkable shots of the New Eng-
land flood, has been promoted by Fox to
head the newsreel organization in the
South, with Memphis as his headquarters.
Hall has won a number of Fox awards
for his exploits, among which were feats of
daring in obtaining unusual pictures of
the Mississippi flood.

Open Short Exchange

Leon Behai and A. Gerton have opened
a new short subject exchange at 1333 Vine
Street, Philadelphia, to be known as the
Philadelphia Film Exchange. Behai has
been a prominent figure as an exchange
salesman along Vine Street for several
years and was for some time connected
with the De Luxe sales force.

December 3, 1927

EXHIBITORS HERALD

39

Public Does Not Agree with

Policy to Bury Short Films

For six months or more the Herald has been conducting a “ ’round the
country” survey to determine the value of short features to the motion picture
program.

The response has been enlightening. Those exhibitors today who are
reporting good grosses concur in the belief that the short feature, in adver-
tising, rates a good percentage in advertising the feature bill. In many
instances the advertising percentage has gone to 100 per cent.

Following are the percentages given to
short feature advertising by the exhibitors
in the current returns:

25 Per Cent

HARRY SILVER, Palace theatre,
Hamilton, O. “We find through the
publication of questionnaires in our
house organ that our patrons are in-
terested in short subjects.”

J. G. FURRER, Harkness theatre,
Clyde, O.

V. HAIDIN, Boulevard theatre, Ken-

more, O.

20 Per Cent

A. E. HANCOCK, Columbia theatre,
Columbia City, Ind.

MRS. M. B. WIESE, Grand theatre,
Peru, Ind.

KRIEGHBAUMN BROTHERS,

Char-Bell theatre, Rochester, Ind. “With
exceptions they are only about 10 per
cent of your program.”

KARL B. GAST, Argonne theatre,
Akron, Ind. “They like them. Equally
important for satisfactory program.”

NEWSPICTURES

Variety Shown in
New Releases of
Three Companies

A wide variety of subject matter for en-
tertainment is contained in the latest an-
nouncements of release dates of short
product from Educational, M-G-M and
Paramount. The releases with stars, di-
rectors, footage and brand names, follow :

EDUCATIONAL

Dec. 4 — -“Lovingly Yours,’’ one reel, Curiosi-
ties. ‘Ain’t Nature Grand,” starring Eddie
Quillan; Stephen Roberts, director, one reel,
Cameo comedy. “Oh! What a Man!”, starring
Larry Semon, also director; two reels, Larry
Semon comedy.

Dec. 11 — “Nothing Flat,” starring George
Davis ; Stephen Roberts director, two reels, Mer-
maid comedy. “Hits the Deck,” one reel, Fe'ix
the Cat Cartoon. “A Whirl of Activity,” one
reel, Lyman H. Howe’s Hodge-Podge.

Dec. 18 — “Papa’s Boy,” starring Lloyd Hamil-
ton; Norman Taurog director, two reels, Hamil-
ton comedy. “It’s Me,” starring Monte Colline;
Harry Sweet director, one reel, Cameo comedy.

Dec. 25 — “Injun Food-Moods of the Sea,” one
reel, outdoor sketches. “Behind in Front,” one
reel, Felix the Cat Cartoon. “Hello Sailor,”
starring Lupino Lane ; Mark Sandrich director,
two reels, Lupino Lane comedy. "Angel Eyes,”
starring “Big Boy”; Chas. Lamont director, two
reels, “Big Boy”-Juvenile Comedy.

METRO-GOLD WYN-MAYER

Aug. 27 — “An African Adventure,” 1,077 foot-
age, Oddities. Sept. 3 — “The Sting of Stings,”
1,802 footage, Chase. Sept. 10 — “Jewels of Ve-
nus,” 753 footage, Oddities. “Sugar Daddies,”
1,642 footage, All Stars. Sept. 17 — “What Every
Iceman Knows,” 1,811 footage, Davidsons. Sept.
24 — “Soaring Wings,” 669 footage, Oddities.
“Yale vs. Harvard,” 1,668 footage. Our Gang.

Oct. 1 — -“The Flag,” 1,649 footage, G eat
Events. “The Lighter That Failed,” 1,768 foot-
age, Chase. Oct. 8 — “Dog Days,” 584 footage,
Oddities. “The Second Hundred Years,” 1 996
footage, All Stars. Oct. 15 — "Call of the
Cuckoo,” 1,655 footage, Davidsons. Oct. 22 —
“Hidden Death Traps,” 610 footage, Oddities.
“The Old Wallop,” 1,913 footage, Our Gang.
Oct. 29 — "The Way of All Pants,” 1,833 footage,
Chase. Nov. 5 — “Assorted Babies,” 646 foot-
age, Oddities. “Hats Off,” 1,943 footage, All
Stars.

Nov. 12 — “Love ’Em and Feed ’Em,” 1,991
footage, Davidson’s. Nov. 19 — “Fight for Life.”
772 footage, Oddities. “Heebee Jeebees,” 1,618
footage, Our Gang. Nov. 26 — “Buffalo Bill’s
Last Fight,” 1,589 footage, Great Events. “Us,”
1,816 footage, Chase. Dec. 3 — “Winged Death,”
707 footage. Oddities. “Putting the Pants on
Phillip,” 1,855 footage. All Stars. Dec. 10 —
“Fighting Father,” 1,992 footage, Davidsons.
Dec. 17 — “The Lion Hunt,” 695 footage, Oddi-
ties. “Dog Heaven,” Our Gang. Dec. 24 —
“Never the Dames Shall Meet,” 1,866 footage,
Chase. Dec. 31 — “The Parasol Ant,” 684 foot-
age, Oddities. “Battle of the Century.” All
Stars.

PARAMOUNT

Nov. 15 — “Find the King,” Horton comedy.
Nov. 18 — “Ocean Blues,” Jimmie Adams com-
edy. Nov. 26 — “Mad Scrambles,” Featured cast.
Dec. 3 — "Splash Yourself,” Bobby Vernon com-
edy. Dec. 10 — “Toddles,” Paramount-Mintz
comedy. Dec. 17 — “Dizzy Sights," Billy Dooley
comedy. Dec. 24 — “Nifty Nags,” Featured cast.
Dec. 31 — “Swiss Movements,” Jimmie Adams.

Jan. 7 — “Dad’s Choice,” Horton comedy. Jan.
14 — "Frenzy,” Paramount-Mintz comedy. Jan.
21 — “Fighting Fanny,” Featured cast. Feb. 25
— “Adoration,” Paramount-Mintz comedy. March
3 — “Behind the Counter,” Horton comedy. May
19 — "Horse Shy,” Horton comedy. June 30 — -
“Scrambled Weddings,” Horton comedy. Aug. 1
— “No Publicity,” Horton comedy.

ELMER FRITZ, Lyric theatre, Ur-
bana, O.

R. S. WENGER, Miami theatre,
Union City, Ind.

15 Per Cent

GEORGE RWELIS, Palace theatre,
Washington, C. H., O.

WILLIS & YADELEVITY, Princess
theatre, Medina, O.

JOHN S. DAMM, Strand theatre,
Wadsworth, O. “If the short features
are worthy they should receive a bigger
percentage of advertising. A good short
subject will redeem a bad feature.”

T. I. FOWLER, Idol theatre, Sodi, O.

OSCAR SMITH, Apollo theatre,
Oberlin, O.

GEORGE CHREST, Ohio & Weber
theatres, Dover, O.

HORNBECK AMUSEMENT CO.,

colonial, Lima, Grand theatres, Logans-
port, Ind.

R. A. SHULER, Strand theatre,
Monticello, Ind.

10 Per Cent

HARRY CARL, Opera House & Ohio
theatre, Ashland, O.

H. ROSENTHAL, Ohio theatre,
Ravenna, O.

J. Z. JANE, Frederickton, O.

MARY BENTON, Strand & Rex the-
atres, Marrysville, O.

F. H. KOPPE, Opera House, Logan,
Ohio.

C. A. SMITH, Sherman and Star the-
atres, Chillicothe, O. “I think only that
percent of my patrons are attracted on
account of the short subjects.”

D. M. SPEADE, Majestic theatre,
Portland, Ind.

PARAMOUNT NEWS NO. 33 — Naples, Italy, sees

French princess marry into Italian family

Tough Tom cats do battle in New York Nearly

1,000 passengers rescued from the S. S. Mafalda,
which sinks off coast at Rio de Janeiro, Brazil.

PARAMOUNT NEWS NO. 34 — The gals of the gay,
giddy Nineties are prize exhibits at a Los An-
geles fashion show Mexico downs rebels at

Mexico City Speed boat, carrying over 4 000

lbs. breaks world'6 record at Cold Springs Har-
bor, N. Y.

PATHE NEWS NO. 95 J. Green, Texas, wins hair

pulling contest in New York traction tangle—
British "Coxey's Army" sets out for London —
Two Kings see wedding at Naples, Italy.

FOX NEWS NO. 1^— Gale wrecks homes in Wash-
ington, D. C., causing million dollar damages—
Missouri mules go on journey to India — The
West replants trees after fire ravages to forests.

KINOGRAMS NO. 5345— Fire burns 1,500 autos

causing S2, 500,000 damages in New York

England's "perfect children" on visit to U. S.—
Ruth Elder accepts §100,000 to appear 100 days
in vaudeville.

KINOGRAMS NO. 5346— Newest speed boat breaks
all records at Cold Springs Harbor, New York—
English and French mark the Armistice at Lon-

dofi and Paris National Capitol is stricken by

tornado causing million dollar damages.

FOX NEWS NO. 16 — Royal wedding in Naples aft-
tracts rulers of Europe— Hair pins are coming

into fashion again, styles in New York show

Macmillan digs in for winter at Anitalak Bay,
Labrador, as base for dash into North.

INTERNATIONAL NEWSREEL NO. 9 — Crowned
heads attend picturesque wedding of royal duke
and princess at Naples— Biggest U. S. warship

is presented to Navy at Camden, N. J. Arctic

dogs pull auto for exercise, as snow i9 scarce.

M-G-M NEWS NO. 28-^Kings see princess wed and
royal pomp at Naples— $100,000 contract for

Ruth Elder's vaudeville appearance 1,000 autos

destroyed by $3,000,000 blaze in New York
City.

M-G-M NEWS NO. 29— Air station at Washing on

hard hit by tornado College track men in

cross country race at Van Cortland Park, N. Y.
Old time fiddlin' comes back in Dixie, at At-
lanta.

M-G-M NEWS NO. 30— Armored motorcycles to re-
place cavalry in the French army— Sea-gulls
learn to catch food on the fly at Catalina Chan-
nel, Cal.— College girls at Wellesley display
skillful horsemanship.

40 EXHIBITORS HERALD December 3, 1927

Film-o-Klock, New Cue Pad, Out

Music Men
Claim Film
Best Plug

Stage Bands and Organists Now
Create Song Hits in Picture
Theatres

By A. RAYMOND GALLO

NEW YORK, Nov. 29. — Music publish-
ers of popular numbers and theme songs
from motion pictures are beginning to
realize that the greatest plug today for
their songs lies in the motion picture the-
atres. By this we mean that not only are
the de luxe houses all over the country
directly responsible in creating a demand
for their songs but the small neighborhood
theatre can also accomplish this feat.

One of the most important features in
popularizing a song is to familiarize the
public with the tune. No better place can
a song become more familiar both as to
lyrics and melody as in a theatre when an
audience is comfortably seated to be
amused with the program offered.

Value is Increased

Before presentation or, which is better
known as the stage bandshow policy, be-
came strongly engrossed in the picture the-
atre, the biggest exploitation angle for
the music publishers was the vaudeville
artists playing the two-a-day or split-week
photoplay theatres. Today most of these
artists are playing picture houses in front
of bands and besides singing solos and a
particular number that a publisher may be
working on is also featured by the band,
thereby making the exploitation twice as
valuable as heretofore.

The organist who up to a few years ago
was looked upon as merely a permanent
fixture in the theatre and was expected
only to accompany the photoplay, is now a
very important item in the de luxe houses.
This man or woman commands a very fine
income and is responsible for 25 per cent
or more of the patronage this house draws
due to the special and novel organ solos
rendered. A great number of these organ-
ists find it necessary to devote their solos
to community singing, a great many more
feel that they are more capable to play
original solos and presentations of a more
classy nature. Therefore, putting these
two features together the music publisher
in the end is really the one who benefits
the most.

Common Belief Wrong

Since radio has become more or less a
public institution the tenor of the music
publishers comment has been to the effect
that it has more or less harmed their sheet
( Continued on next page )

“Jolly Del,” that’s the nickname given to
Del Delbridge by his friends — Del was for-
merly band leader at the Capitol, Chicago,
a National Playhouse belonging to Cooney
Brothers. Now he graces the stage at the
Michigan theatre, Detroit, doing a “Paul
Ash” — Del started at the Capitol as pian-
ist for A1 Short, now famous musical di-
rector for Publix, and when A1 left Del
took his place. Now he is taking Lou
Kosloff’s place who is leading a band at
the Paramount, New York — Some rise in
less than two years, isn’t it? Just keep
an eye on Del, he’s coming up fast.

Times and
Cues Your
Own Films

Created by Rudolph Berliner of
De Mille-Pathe, Who Uses
Same Method

By A. RAYMOND GALLO

NEW YORK, Nov. 29.— Among
the many new creations of today,
which include the musical films, is
the new Film-o-Klock, a timing
and cueing pad for clocking motion
pictures. This new device was
originated by Rudolph Berliner,
the chief musical score arranger of
the De Mille-Pathe productions.

The purpose of Film-o-Klock is to
insure accurate timing and cueing of
motion pictures by a simple method
which saves time and eliminates all
unnecessary effort but yet attains per-
fect results.

Explains New Arrangement

In order to convey the idea to the
musical directors in the de luxe pic-
ture houses and organists who, in
most cases, do their own cueing we
will give you a brief idea how this
timing is done. The pad which is
published in book form contains 12
pages carrying columns of minutes
and seconds representing the hands
of a clock. The numerals on the pad
sheets correspond to the numerals on
the face of a clock.

The large numerals denote minutes
and the small ones denote seconds.
This enables one to cue by minutes
and seconds or both.

Record Is Established

When you are cueing a picture dis-
regard the small or hour hand alto-
gether. Whenever previewing a mo-
tion picture to prepare your musical
score by using this method you will
eliminate a great deal of red tape in
looking over the picture or parts of
it several times. You need only to
glance occasionally at the large or
minute hand while you are writing
titles, action, etc., of the picture as it
unfolds on the screen.

December 3, 1927

EXHIBITORS HERALD

41

By writing on the line correspond-
ing to the time elapsed since the
opening of the picture you have pre-
pared a permanent record of the ac-
tion which after your cue pad has
been completely recorded enables
you to have a legible and correct
score for your librarian to select
musical numbers from his library.

This new method gives you a
musical score that may be used by any
other musical director in the same
theatre later on should this same pic-
ture be repeated.

There are many thematic cue sheets
out, some prepared from a central
office without any doubt have proven
quite successful in many cases but it is
a known fact that many a musical di-
rector and organist would rather time
and cue his own pictures if only for
the sake of the individuality which
the leader and organist inject in the
musical score.

A stereotyped cue sheet very sel-
dom gives one the opportunity to
display originality and capability as a
musician.

The pads are published by the well-
known San Francisco music pub-
lishers operating under the trade name
of Villa Moret and are being dis-
tributed to film exchanges all over the
country. Besides purchasing these
pads in quantities through the film ex-
changes from which the theatre man-
ager books his films, it also will be
possible for you to buy direct from
the publishers. Next month we will
give more information regarding this
Film-o-Klock with an illustrated story
that will appear in the music page of
“Better Theatres.”

Films Aid Music

( Continued from preceding page)

music business. However, this is not so
for it is almost impossible for a song to
become anywhere near a hit if the public
has not become familiar with the tune over
the radio. There is one drawback with
radio and that is that the branch offices
of various music publishers cannot exploit
their new hits as fast in the territories as
the radio popularity travels. Still this
may be smoothed out in the future without
much trouble.

To give you an example of how a song,
when not a hit, is practically made over-
night by a tieup with the picture theatres,
we will give you briefly the procedure
taken in making a song :

Supposing Tom Brown wrote a tune
called “Merry Days” and Melody Company
publishes same, the first steps taken by
this firm after the professional copies and
orchestrations are out, would be to secure
the bands in the presentation theatres to
feature the number after it has been in-
troduced on the radio and then when the
tune is on the air it is immediately selected
by the organist for his solo which in turn
makes the song in that theatre and com-
munity which in turn creates a demand at
the local music store and so on along the
line throughout the country.

Although there are more organists and
presentation houses throughout the Middle
West and Southern territories for the

$27,000 for Three
Headliners

What is probably the strongest three at-
tractions ever booked into any theatre for
three consecutive weeks in Pittsburgh, Pa.,
will be seen at Loew’s Penn theatre, for
the three weeks beginning November 28.
On this date Sousa and His Band will play
for one week getting $9,500 and railroad
fares. December 5 will find Ruth Elder
as the stellar attraction and on December
12 Paul Whiteman and His Orchestra
plays the theatre. With Whiteman getting
$11,5000 and Ruth Elder drawing $1,000
a day for six days the gross salaries for
the three weeks will amount to $27,000.
The picture playing with these attractions
are not weak sisters either, they being
“Body and Soul,” “Topsy and Eva” and
“In Old Kentucky.” With a top scale of
60 cents the theatre can play to $150,000
in these three weeks if it averages $50,000
a week with the record being $46,000 at
present. Fifty Thousand can be grossed
with five shows done during the week days
as the present record was made with only
four shows a day. Livingston Lanning,
manager, and Wallace Allen, publicity di-
rector, are the lucky ones to play these
“naturals.”

music trade to center their efforts on it is
only a matter of time when the Eastern
territories will awaken to the fact that
this sort of entertainment has to be
launched in their theatres to keep up with
the times.

STAGE SHOWS

Philadelphia Stanley

Week Ending November 26

The holiday program at the Stanley featured
the college Thanksgiving Ball game, the film
feature being “The Drop Kick.”

The Stanley Symphony Orchestra chose the
ever-popular "Student Prince” from which to
play selections this week and the applause was
unusually long.

The college idea was further carried out by
the popular orchestra, “Waring’e Pennsylvanians.”
With that name on the program in Philadeplhia,
a crowd is assured. They play with a rhythm
and snap that is supreme and are back again

with several new stunts added to their perform-
ance. They appeared in immaculate white uni-
forms, much to the delight of a row of flappers,
who seemed to get more than the usual number
of thrills from the Pennsylvanians.

Their first number was a concert fantasy ar-
rangement of “St. Louis Blues,” followed by
“My Blue Heaven,” “Way Down South in
Heaven,” “Bye, Bye Pretty Baby,” “Cradle in
Caroline” and “Positively, Absolutely.” In “Cra-
dle in Caroline,” they set aside their instruments
and became a college glee club and their voices
brought forth as much applause as their playing.
The boys are such a good natured, boyish crowd
that they never fail to please.

Philadelphia Fox

Week Ending November 26

The entertainment at the Fox this week was
nothing to enthuse about. The Fox Theatre Grand
Orchestra played the overture “William Tell,”
with an elaborate stage setting that was very
pleasing.

The Don Vocal Ensemble in effective white
Russian costumes sang a number of colorful folk
songs, the most attractive being “Evening Bell,”
in which one of the chorus intoned as a bell
while the others sang in unison as overtones.

The Four Diamonds gave a diversified song and
dance number, the most enjoyable feature being
an eccentric dance by two boys in Oxford bags.

Irene Franklin, well known to Fox patrons,
gave an amusing imitation of a 6-year old child
and sang her usual “Be Your Age.” She also
gave several monologues.

The Movietone continues to be a popular draw-
ing card at the Fox.

Boston Metropolitan

Week Ending November 25

The orchestral prelude played by the Metro-
politan Grand Orchestra and assisted by Char-
lotte Allen, soprano, consisted of selections from
Ethelbert Nevin. Miss Allen sang “Mighty Lak
a Rose” and “The Rosary.” Pictures of the com-
poser’s home were shown on the screen. Arthur
Martel at the organ played selections from the
“College Glee Club,” consisting of popular num-
bers.

On the stage was another John Murray Ander-
son production, "Listen In.” The curtain rose
to the tune of "On the Radio,” played by
Gene Rodemich and the Stagehand. The smaller
reproduction of the big stage was shown in
back and above the orchestra, and on this was
symbolized a huge radio out of which the actors
stepped.

The first number was an orchestral specialty,
"Just Another Day Waited Away,” played in first
slow, and then fast time. This was followed
by Jerome Mann, one of the youngest radio

AL KVALE

AT

Balaban and Katz
NORSHORE THEATRE
CHICAGO

With HARRY GOURFAIN and
CHARLEY NIGGEMEYER and
A Great Happy Family

What More Could an Ex-Saxophonist Ask For?

FLORENCE BRADY—

“ NOTHING BUT SONGS”

Now Featured in Bandshow Unit Touring
PUBLIX CIRCUIT

Direction — William Morris Agency Personal Manager — Marvin Welt

42

EXHIBITORS HERALD

December 3, 1927

artists on the stage. He sang ‘‘Just Around the
Corner” and a couple of other numbers and did
some specialty dancing. His youthful cleverness
got three encores.

The Ada Kaufman Dancing Girls stepped the
‘‘Doll Dance” for us, and Carlos and Inez gave
an exhibition of fancy waltzing. Then the Met
Merrymakers played ‘‘Morning Glories Wake Up
in the Morning” — a red hot arrangement.

The hits of the performance. Delores and Eddy,
came next. They gave a demonstration of how
they dance on the Bowery. Eddy is big and
Delores a tiny little thing, and they certainly
made a funny and clever couple.

Irmanette, terpsichorean violinist, came next.
She could not only play the violin, but also
danced the blaekbottom and played at the same
time which is some feat, as the audience knew,
for they gave her two encores. Herman and
Seaman, comedy actors, did some crazy acrobatic
stunts that made the audience shriek.

Finale was by the entire company. The Kauf-
man Dancers gave a setting up exercise dance
that was clever, and Eddy did some more novelty
dancing on his hands this time. Dancers on
the small stage above, and on the big stage
in front made an effective closing scene.

The film was Dolores Costello in ‘‘The College
Widow.”

Omaha Riviera

Week Ending November 23

Jimmy Ellard came to the Riviera last week as
the master of stage ceremonies and won instant
popularity with Omaha theatregoers. He dis-
played good stage presence, was an able con-
ductor and a good singer. His first songs of the
engagement were his own version of ‘‘A Little
Grey Home in the West,” and ‘‘My Blue Heaven.”

Assisting the new stagehand conductor were
Jack Powell, blackface comedian in “Watch the
Drums” ; Kendall Capps, from the Capps family
of dancers who are well known in Omaha ; Lang
and Voelk, harmonizers, Hilda Ramon, prima
donna. Holly Hall, personality girl, who provided
excellent music. Mooney and Churchill, vaude-
ville team, offered a vaudeville act, “An Indian
Legend.”

The whole was assembled into “Way Out West,”
with appropriate scenery and eight dancing cow-
girls.

The picture of the week was “Dress Parade.”

Salt Lake Capitol

Week Ending November 16

The most colorful and beautiful presentation
which has yet been offered by the Fanchon and
Marco Company, was seen at the Capitol during
the past week, billed as “Season’s Idea.”

Two of the world’s most famous scenic artists
designed the settings which carry out in a most
unusual fashion the theme of the four seasons

of the year. The beauty and color of the set-
tings was exquisite.

The Berkoffs, among the world’s most able
exponents of the Russian dance, were featured
in “Season’s.” The Berkoffs were recently fea-
tured in the stage presentation which opened
with the world premiere of “The Volga Boatman.”
This brother and sister act comprises what is
undoubtedly the greatest dance team of its type
ever seen in this territory.

A bevy of Sunkist Beauties are also featured
in “Season’s” while the singing honors are in
the capable hands of Freda Webber and Jean
Winslow.

Alberti and His Band present the most diffi-
cult number which they have yet attempted, the
"Rhapsody in Blue.”

The entire performance was received very en-
thusiastically, the feature picture having been
“East Side, West Side.”

Milwaukee Wisconsin

Week Ending November 26

In keeping with the picture at the Wisconsin
this week, “7th Heaven,” the orchestra in “An-
tics Artistic,” gave the audience a touch of an
artist’s life in a skyscraper’s attic. The presen-
tation opened with the leader seated at the piano
in the makeshift attic playing “When Day is
Done,” and “Just a Memory,” the latter being
sung by Billy Meyers. The audience applauded
loudly.

The orchestra then switched off the sad stuff
and gave a snappy rendition of “Just Another
Day Wasted Away” and received a lot of ap-
plause.

Don Humbert, the singing troubadour, then
appeared on the scene and sang “Side by Side,”
while strumming it on his mandolin. Although
possessed of a rather weak voice Don tried hard
and got lots of applause. He certainly eclipsed
his singing and playing later by doing some fancy
dancing and the applause was double.

Next were Rose and Carroll, two rather charm-
ing girls who sang “Blue Heaven” rather pa-
thetically. They knelt on pillows on the stage,
something different in song rendition. “Just
Once Again” followed and met with fair ap-
plause.

Bayes and Speck, comedians, tickled the crowd
with their funny jokes, parodies and interpre-
tive dancing. The Wisconsin crowd likes its
comedians and they fell for Bayes and Speck
immediately.

The orchestra then played a new hit, “Tell
Me Little Daisy” and Billy Meyers came out and
sang the chorus. The crowd liked it very much.
Billy knows how to sing.

As a finale the European hit, “Among My
Souvenirs” was played. Behind a large tapestry
in the makeshift attic, the Melody Trio played
and sang the chorus. It was a fine rendition.
The program as a whole was very well balanced,
although shorter than it has been for some
weeks.

HARRY ZIMMERMAN

FEATURED ORGANIST

BELMONT (Formerly L & T) CHICAGO

Now Under ORPHEUM CIRCUIT Management

Community Songs — -

JOHNNIE DEVINE

Featured Organist
PATIO THEATRE, CHICAGO

Where they sing “DEVINELY” — Solo Presentations

EDWARD K. HOUSE

“The Singing Organist”

MARBRO and GRANADA Theatres, Chicago

Des Moines Capitol

Week Ending November 25

Bells and belles, grouped together charmingly
by John Murray Anderson under the general title,
“Joy Bells,” together with Don Charno, emer-
gency conductor and master of ceremonies with
his Valentino profile, provided good entertainment
for Capitol fans who rather resented the de-
parture of Jimmie Ellard for the Riviera in
Omaha the week before.

Charno hails from Denver. He is an excel-
lent director and he plays the violin as a proof
of his musicianship. He fills in the two-week
period before the appearance of Paul Spor of
Dallas, Tex., who will fill the vacancy caused by
the Ellard migration.

Charno played “Russian Lullaby” with skill
and delighted his listeners. Joseph Parsons sang
“Asleep in the Deep” and Scotty Weston did
some clever dance steps dressed in sailor togs.

Charlotte Arren did an eccentric bit as a bell
boy. Spark-Plug and his lady owner put on a
comedy skit with more than ordinary success.

The Roma Brothers, two golden figures, did a
spectacular array of strong-man acts. They de-
scended from a bronze clock in an original and
pleasing innovation to perform their stunts.

Eva Mascagno, premiere danseuse, displayed
grace and charm, accompanied by a half dozen
dancing belles. *

Herbert Lee Koch, organist, gave a novelty
number, “Sentiment, Old and New.”

“She’s A Sheik” was the feature.

Los Angeles Met

Week Ending November 19

Fanchon and Marco are presenting “Take a
Chance Week,” with no one getting any billing,
but at that it’s a great show.

For an opener they have a three-minute flash
called “The Rhinestone Ballet,” utilizing 24 chor-
ines doing slow routine, backed by a couple who
do some fine posing on a 12-ineh platform.

The real stage unit followed the news reel and
cartoon.

Very clever set this week showing exterior of
apartment house. A cab drives up to entrance
allowing 24 girls to enter through it and go into
unit routines. They enter in full organdy outfits
and exit in flesh colored tights, doing the disrob-
ing during the course of the dance. After short
but clever dance routine by the driver of the
car, Rube enters, also through cab, and announces
first band number. The lower floor of the apart-
ment building opens, revealing band seated as if
in hotel lobby.

“Slavik Rhapsody,” played in brilliant style,
gives Rube a chance at his trumpet.

An unannounced girl harmony team are seen
at the ball of the second floor singing “Under
the Moon.”

“Just a Memory” is the next band number, in-
troducing a vocal refrain and a Mellophone solo
by Rube.

Nell Kelley, the inexhaustable, came next in a
breezy routine which was helped considerably by
Rube’s clowning.

The occupants of the apartment building were
next introduced and they included a Hawaiian
band, Scotch band, Colored band, and The Cheer
Leaders, a male quartette.

After this came to a close the natives were
given a treat when Jack North came on and

ONiv

JANET

GAYNOR

TO YOU, as an Exhibitor, Fox,
as a Producer, has rendered a
service. Through his policy of youth
on the screen he has developed new
favorites for your fan patrons — he
has created a demand that will regis-
ter profitably at your box-office for
many a day. Of all the young artists
new-come to stardom — none has
achieved more brilliant success than
Janet Gay nor, the Diane of “7th
Heaven,” and the Wife in “Sunrise.”
Janet Gaynor can be seen only in
Fox Pictures.

CHARLES

FARRELL

T TE has been called the most
sought-after young leading man
in pictures — this youth whose Chico
was no less a triumph than Gaynor’s
Diane in “7th Heaven.” But Charles
Farrell appears only in Fox Pictures
and he is a brilliant example of the
Fox policy of presenting young
genius in its photoplays. Already he
has been cast in a number of forth-
coming Fox productions of the first
importance, and his presence on
your screen can be counted as a cash
asset at your box-office.

No. 4 OF A SERIES

December 3, 1927

EXHIBITORS HERALD

43

stopped the show. Easterners know him and
Californians took to him like ducks to a puddle.

The finale followed to the tune of ‘‘It’s Up to
the Band” and the curtain fell leaving everyone
well satisfied.

Los Angeles Manchester

Week Ending November 19

This is a neighborhood house, but Sol Lowe,
the band leader and master of ceremonies, is very
much of a favorite and a real musician.

Opening the show were Syrona and Blake, the
Philippino boys with ukes. One of them has a
real voice and got hold of the audienec at once.

Lewis and Kellogg, two little girls, announced
as proteges of the Dunoan Sisters, came next in
small boy and girl attire and harmonize ‘‘Way
Back When,” then go into a neat little dance
routine. The customers liked them well enough
to make four bows a necessity.

The leader and two of the boys in the band
then did the Service black-out from ‘‘Le Maire’s
Affairs.” New out here, evidently.

A female Spanish 6oprano, whose name I
couldn’t get, was too highbrow for the house.

But the colored ventriloquist, Rogers, tied the
show in a knot. The type of work he does has
never been done before in this vicinity and they
ate it up. He worked without a dummy.

For a finale Sol chose ‘‘Sal-Uta” and the band
made the mo6t of a good arrangement.

Herb Kearn (Los Angeles Metropolitan) is
using a community singing stunt this week, but
they won’t sing out here. They do like him,
though, and never fail to respond with their ap-
plause if not with their voices. In the novelty
were “Baby Feet,” “Oh So Blue,” "One Little
Girl Who Loves Me.”

Los Angeles Egyptian

Lynn Cowan, formerly of vaudeville circuits, is
the leader here and gives the patrons what they
want.

The first act announced was Helen Werner,
who sings off stage in a baritone voice to open
and after the customers are sufficiently querulous
she appears. Three hundred pounds of fun, and
she knows just how to use every pound to make
’em laugh. Her next number was “Let’s Kiss
and Make Up,” and by making Lynn her partner
6he took five bows.

“Under the Moon,” played as a few foreign
bands might do it, was just a vehicle for a com-
edy turn for Lynn Cowan.

Roach and Capps next used their skaters’
dance as an opener, after which Earl Capp did
some sweet tap work, then into another double
and a beg off. This couple must have been sub-
stituted as their names did not appear in the
trailer.

Next Lynn won them by singing “She’s Got
It.” Lynn is a real showman and a clever per-
former, but not much for band leader.

Buddy Doyle, working without cork for the first
time in the writer’s experience, stopped the show
with a couple of songs and a few 6tories.

“Blue Heaven,” very well played, finished off a
good show without much of a punch.

Pittsburgh Penn

Week Ending November 26

Don Albert, conductor of the symphony orches-
tra, makes his stage debut with a band of 18
men picked out of the pit orchestra in a stage-
show entitled, “Oriental Nights” having a quan-
tity of talent to assist him in putting over the
show.

Bert Rome, of Rome and Dunn, acts as master
of ceremonies, also conducting the band for some
of the numbers and also does his act to big
results.

The revue opens with Dunn singing “Pale
Hands” off stage and scrim drop Oriental style,
which lights from behind and shows orchestra.
The lighting is particularly effective.

Rome who has been conducting the number then
introduces Don Albert and they play a special
arrangement of “Cradle in Caroline” with eight
local girls doing a Tiller routine. Bert Darrell
follows his tap dance to “Poet and Peasant”
and then De Pace does his mandoline specialty.

Next is Lyndon and Farman who stop the show
with their Apache burlesque and Rome and Dunn
also stop proceedings after singing three num-

Up and Down
“The Alley”

LARRY SPIER

“UP AND DOWN THE ALLEY”— That’s
as good a title as any, for this column,
which, as the weeks go by, will devote its
news and notes to your friends and my
friends along Broadway (the alley) and
Tin Pan Alley (the same alley).

* * *

As we all know, the music business (in
all its branches) is just like a big family ;
growing to maturity, its relatives are
scattered over the entire country.

* * *

For this reason, EXHIBITORS HERALD
has called on me to inform our out-of-town
kin-folks of some of the many interesting
and amusing happenings that occur
weekly, along “the alley.” . . . And be-
lieve me, some of them are very amusing!
* * *

So, brothers and sisters, with the next
issue of EXHIBITORS HERALD you will
find in this column, a list of occurrences
in New York, which I trust will afford
you interesting reading.

* * *

As Ben Bemie (the maestro) would say,
“I hope you’ll like it.”

* * *

With this opening salutation of mine, I
trust we’ll be together every week, with
a lot of laughs and quips, that will help
cement friendships in the show business.

EDITOR’S NOTE: Beginning with the
next issue we will offer a column on
notes of the music men on Broadway
which will be written by Larry Spier, well
known song composer known for his
“Memory Lane,” “One Summer Night”
and many other tunes. Mr. Spier, now
at the head of his own firm, will give
weekly topics on the music business.

bers, one a comedy, “I Forget," that is a classic.

Closing is a jazz arrangement of “Ballet Egyp-
tian” with the girls on for a kicking number
and the entire company follows singing “I Want
to Be Happy.”

Dick Liebert’s organ solo opened the show and
the feature was "Garden of Allah.”

Kansas City Midland

Week Ending November 25

Paul Tremaine and His Aristocrats were the
stage attraction at Loew*s Midland this week,
being featured as the orchestral attraction, while
several acts were built around the musical pro-
gram.

New ideas in musical novelties were introduced.

which included the blending of national airs with
well known popular selections in such a manner
as to change the character of the popular num-
bers almost completely.

Bell and Coates, billed as “golden voiced song
birds/’ were seen in vocal numbers, while Bernice
Foley, dancing star of “Bye Bye Bonnie,” ren-
dered several dance numbers.

The Midland Concert Orchestra, under Dave Ru-
binoff, rendered a special Thanksgiving selection
as the overture. Rubinoff also appeared on the
6tage in several violin numbers. Hans Flath
rendered organ solos and a Thanksgiving novelty,
illustrated by slides, which he composed.

Kansas City Capitol

Week Ending November 26

Bert Smith’s Broadway Revue marked the open-
ing week of a new change in stage policy at
the Capitol theatre this week and, judging from
the increase in attendance, the changed policy
is destined to remain permanent.

Vi Shaffer proved herself to be a capable lead-
ing lady in the musical stock company, which
comprises 40 persons. She has many vocal num-
bers scattered throughout the performance, and
does Billie Van Allen, leading man, who por-
trays the role of a sage. The Golden Gate Quar-
tette also is featured at various intervals in the
performance.

Jack Balf’s Capitolites, permanently attached
to the theatre as the orchestra, rendered a medley
of songs used in the opening performance, “Oh
Daddy,” as the overture.

Kansas City Mainstreet

Week Ending November 25

Walter Davidson and His Louisville Loons cele-
brated their twenty-second week as the stage or-
chestral attraction at the Mainstreet this week.

On the stage, and built around the musical
atmosphere program for the week, were the Four
Eton Boys, who presented a versatile number
consisting of a little bit of everything. Then
there were McGrath and Travers, whose dialogue
featured their act, which was followed by some
nimble tumbling on the part of the Tumbling
Clowns. Lassiter Brothers had a novelty act. Max-
ine Hamilton offered vocal and dancing numbers.

Walter Davidson and His Louisville Loons
played popular selections as the overture.

Philadelphia Stanley

Week Ending November 20

The entire program at the Stanley this week
was a most entertaining one and many favorable
comments were heard from the audience.

There was a brilliant dance arrangement, “Le
Dance Modern,” presenting various types of
dancing by the Janet Sisters, Massey and Diet-
rich, Rose and Arthur Boylan and Ruloff and
Elton.

The Janet Sisters, in dainty apple green tulle,
danced in unison against simple draperies of the
same color. Two blonde dancers in green sang
and danced, followed by a pantomime dance
representing two gray cats.

Rose and Arthur Boylan impersonated two me-
chanical toys, a toy soldier* and a doll. The stiff.

MURRAY and ALAN

“Jesters of 3,000 Years Ago”

Just Closed a Tour of PUBLIX
Now Playing Deluxe Picture Houses
P. S. NOVELLE BROS “Are still at it” in a Chicago Cafe.

Direction WILLIAM MORRIS AGENCY

COSTUMES FOR RENT

PAUL ASH uses a set of PARAMOUNT Costumes each week at the ORIENTAL
Theatre, Chicago. We will Rent same outfits to OUT-OF-TOWN THEATRES

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

UNIFORMS COSTUMES SLSiSUs BROOKS™

44

EXHIBITORS HERALD

December 3, 1927

jerky movements were well done, although the
novelty of this act has worn off. They appeared
in another artistic dance, a symphony in green
and white, in which Rose Boylan wore a white
wig and moved from one graceful pose to another.

Lester Allen and Nellie Breen appeared in a
delightful offering of song and dance. Nellie
surely can dance and Lester is a born comedian
and the act is characterized by marked individ-
uality.

An outstanding feature of the program was
Sascha Jacobinoff’s playing of “D’Ambrosio’s
Concerto in B minor,” accompanied by the Stan-
ley Orchestra.

Philadelphia Fox

Week Ending November 19

Chief Eagle Feather, one of America’s great-
est tap dancers, was the sensation of the Fox
program this week.

The Fox Theatre Orchestra, with William A.
Krauth conducting, gave a beautiful rendition of
excerpts from Puccini’s opera “La Tosca.”

Beatrice Belkin, coloratura soprano of Roxy’s
gang, who is well known to Fox patrons, sang
two compositions, “The Lark,” and “Kiss Me
Again,” with her usual charm.

Oscar Lorraine, the Mischievous Music Master,
gave a performance that combined eccentric
violin playing with amusing chatter addressed
to the audience and the orchestra, ending with
a verbal battle with the leader of the orchestra.

Sid Hall and His Syncopating Screnaders, di-
rect from the Garden theatre, London, appeared
in regulation white naval uniforms. The first
number was "Mandalay,” which they played with
such vim and rythm that it placed the audience
in a receptive frame of mind. This was followed
by an amusing burlesque, “Absolutely, Positively,”
given first as a monologue by one of the play-
ers, later as a musical dialogue between two
groups of the orchestra.

The real treat of the evening was the wonder-
ful dancing of Chief Eagle Feather. Clad in a
beautiful white buckskin Indian costume with
gorgeous feather headdress, his grace and agil-
ity in executing almost impossible steps held the
audience spellbound and beyond doubt he is one
of the greatest exponents of this branch of the
terpeichorean art.

In the finale all of the members of the or-
chestra appeared with phosphorescent trench hats
and swayed in unison as they played on a dark-
ened stage.

Atlanta Howard

Week Ending November 26

The Howard’s presentation this week aroused
only a fair amount of enthusiasm.

A1 Short staged another original number with
local and imported talent, “Kiddies’ Follies,”
which, although commendable, did not receive the
favor of his former children’s revue.

The setting was in Halloween motif with the
opening scene showing the barnyard, including
four “black cats,” pumpkins, a “turkey” and two
“rabbits.” The impersonations of the “cats,”
“turkey” and “rabbits” were good and each per-
former gave a clever diance. The children ranged
from 3 years to about 15, and the program varied
extensively to embrace all kinds of representative
costume dances. Miss Sernon assisted A1 Short in
directing the children.

"Persian Pranks,” the routine stageshow, was
rather good and clicked lightly. Cogert and
Motto, billed as The Human Jazz Band, was
given the best hand of the performance and their
work claimed it. Lloyd and Brice, a pair of nut
acrobats, were liked. Madge Rush and the “Per-
sian Cuties” formed the chorus. Gypsy Byrnes’
impersonation of a male, and the Brock Sisters
went over fairly well.

Chicago Norshore

Week Ending November 26

The big attraction at the Norshore this week
was Sophie Tucker, consequently the show is
called “Welcome Sophie.” The show is opened
with a band number, “The Tiger Rag,” and the
band, with A1 Kvale playing his clarinet, puts out
some hot and snappy notes for a good hand.

Mills and Shay, two nut sailors, are next with
a corking good burlesque gymnastic and hand
balancing act. The boys are clever and deserve
the big hand and encore which they get. After
them comes Harry Rapper, billed as the English
violinist. He opens with “Hungarian Rhapsody”
going into “Sundown.” He sings “Blue Heaven,”

and then dishes up a few jokes, and follows with
a banjo-uke number. He gets a fair hand and
takes an encore.

He is followed with a band number, "High-
ways Are Happy Ways,” with Cloyd Griswold
singing it. A drop goes up revealing a night
scene with an automobile approaching a house
on the hill. The arrangement and rendering of
the number are excellent.

Then comes Bert Tucker, son of Sophie
Tucker. He opens by singing his own words
to "Grand and Glorious Feeling,” and then goes
into a tap dance which gets a good hand. Then
he gives his tap Charleston for which he has
gained somewhat of a name, and it is a clever
dance. Then Bert introduces his mother, Sophie
Tucker, the one and only.

Sophie enters looking like a million dollars,
and she gets a million dollar reception. Her
name in Chicago, or elsewhere, represents just
about the last word in blues. She sings “I’m
Not Taking Orders,” “He Don’t Wanna,”
“There’s Going to Be Some Changes Made,” “Are
You Happy” and the song that she has made
famous, “Some of These Days.” Every time
Sophie made a move toward the wings, the audi-
ence broke out into a thundering applause. The
show closes with Sophie and Bert singing “Sing
Me a Baby Song,” and it’s a knockout.

Chicago Oriental

Week Ending November 27

“Mark Time” Mark has a resplendant musical
setting with the Abbott Dancers dressed in black
and white and posing as musical notes. As the
curtain went up Swegle’s Saxotette was playing
that original ragtime melody “Alexander’s Rag-
time Band” and Paul Small participated as usual
in this week’s introductory number.

The Abbott Dancers then performed a novelty
number on golden steps which led up to a plat-
form where the whole orchestra dwelled and they
also joined in with the saxophone music.

Mark then appeared and lead the orchestra in a
peppy musical number which this reporter was
unable to learn the name of. Paul Small then
sang “Beautiful,” and received the usual thun-
derous applause. The next act was just one big
laugh and the name of the trio was West, Lake
and Hane. Two of the boys were very clever
dancers, but the one impersonating a woman
showed that rare comic streak that makes every-
one laugh, no matter what they do. When he ap-
peared in a Russian woman’s costume singing
“Vodka My Own,” and doing a Russian dance,
merriment was at its height.

The orchestra then played “Cradle From Caro-
line,” with Mark giving the audience a sample
of his precious voice.

Billie Snyder, the boy they say hails from
California, whose rare and intelligent though
somewhat difficult to get across soliloquy, wherein
he imitated Eddie Lambert from the show, Cin-
derella,” finally made the audience sit up and
take particular notice. If this is the kind of art-
ists they have out in California, send them on.
(you will recall that our own Paul Ash and Mil-
ton Watson also hailed from out there.) This
young entertainer is about as keen as they make
them and this reporter believes he has consider-
able entertainment as yet not displayed.

Following the plan to have each man of the
orchestra do a special number while Paul is
away, Hank Winston, a pianist, played “My Blue
Heaven” and received a well warranted applause.
Joe Anderson, that peppy black bottom dancer,
put over in fine style two dance numbers. Mark

SUNSHINE SAMMY

Star of “OUR GANG” Comedies
in SONG and DANCE

Like “OUR GANG” comedy films brought them into your
theatre SUNSHINE SAMMY will bring the DOLLARS rolling
into your box-office.

One of the BIGGEST “Little Star” attractions ever offered

COMBINATION THEATRES.

He has broken Box-Office Records all over the ORPHEUM
CIRCUIT and will do the same for YOU.

BOOKINGS under direction of EZ KEOUGH, Woods Theatre
Bldg., CHICAGO.

RUTH MARIE MARCOTTE

“The Versatile Prima Donnct 9

Coloratura Soprano Singing Classical and Popular Ballads
Now Appearing in Deluxe Picture Theatres
Direction — CHARLES BOHLER

WELLINGTON SISTERS

“The Song and Dance Debutantes”

Just the type of De Luxe Act to fit in any
High Class Presentation

Direction — William Morris Agency

Dick Marjorie

MAXWELL & LEE

“Just Jesters”

Now Playing

First Half
Washington
Theatre
Quincy, 111.

Last Half
Orpheum
Theatre
Galesburg, 111.

December 3, 1927

EXHIBITORS HERALD

45

then put on one of his own specialties, “Every
Way You Go.” and this leader’s appealing voice
is making many follower's for him. The finale,
“Give Me a Night in June,” sung by that well
liked and picturesque Ilomay Bailey, which artist
has a finely well trained voice, had a golden
atmosphere with electrically lighted golden saxo-
phones seemingly being played by each member
of this week’s show except Joe Anderson, who,
of course, had to do some fancy dance steps.

Chicago Uptown

Week Ending November 27

“Flyin’ High” (the same show which was at
the Chicago theatre last week) was Frankie Mas-
ters’ new show this week. Heller and Riley were
the featured acts. The show opened to the tune
of “Lucky Lindy,” as Masters enters in a neat
appearing white and silver aviator’s uniform. He
announces a band number, “Walkin’ on Air,” in
which he offers a very nice banjo and singing solo
to a good hand.

As the back curtain rises, depicting a fine
scene of Lindy’s plane, winging its way over the
ocean, Ruth Elder’s 12 little sisters enter in
cute, abbreviated aviatrix costumes, and offer a
clever tap routine. The orchestra next plays
“Stars and Stripes Forever,” as two small planes
are lowered. This receives a fine hand.

Jerrie, that marvelous accordionist and dancer,
who has been reported many times, receives a
very good hand and an encore for his playing
and his slow motion dance of the Black Bottom.

Helene Heller next enters and sings “You Who,
That’s Who,” in which she interpolates other
popular tunes. She was very well received. As
Frankie is making an announcement, George
Riley interrupts and tells stories. After he pulls
a number of these and has the audience in a
happy mood, he and Helene eing “Under the
Moon” very pleasingly. The audience wanted
more, but as George was in the next bit. Mas-
ters started to sing “Way Back When,” as the
Florodora Sextette, composed of six of the musi-
cians, sing. This gets many laughs and when
illustrated slides are shown and a man in an
oversize dress suit sings in a husky voice, the
audience is rolling out of seats. George Riley
was running up and down the aisles as a candy
vender. Next the Hungry Five played “Augus-
tine” until Riley, as a cop, chased them. This
was all a lot of hokum, but the audience ate it
up. Erner and Fisher, the hick dance team that
stopped the show at the Chicago theatre, last
week, again stopped the show and took two
encores.

Geraldine and Joe, two little children, sing
“Miss Annabelle Lee” pleasingly. Little Ger-
aldine next sings “My Man” and when Joie en-
ters and they do an Apache dance they stop the
show. Joe Herbert enters and sings pleasingly,
“Up in an Airplane With You,” as a large plane
with propeller whirling is lowered and the 12
aviatrices do a good routine. At this time two
girl aerialists, hanging by their teeth from minia-
ture planes, whirl around as entire company
enters stage. A very nice show and it was well
received.

Chicago Sheridan

Week Ending November 27

The show produced by Verne Buck and Roy C.
McMullen this week was called “Verne's Thanks-
giving Festival” and was about the best show
they have yet offered. The opening was a full
stage set with the back curtain decorated with a
large Turkey, Pumpkins, etc., very artistically ar-
ranged.

Buck, leading the boys in a popular number,
opens the 6how. Eddie Mathews was the first on
the bill, and for a versatile dancer, Eddie is hard
to beat. He first offered a rifle drill while
dancing that was well done and received good
applause. He finished with a fast acrobatic dance
that also got a fine hand.

Myrtle Lansing next offered “Just Once Again”
and “Blue Heaven” in a pleasing manner which
earned her a good hand. The band followed
with a fine arrangement of “At Dawning,” by
Luch Hiatt, the trombonist. This was very well
received. Baker and Gray, two young ladies, are
next. One enters as a vampire and sings a
vampire song. She receives a fairly good hand.
The other young lady enters in a pretty Spanish
costume and they both joke and then sing “Listen
to the Mocking Bird” for a finish. This earned
them an encore in which they sang “Caroline.”

Papino and Carthe, late stars with Ted Lewis,
offer a very well performed ballroom waltz which
was well received, and they follow this with a
new dance called “The Varsity Drag” ; this
stopped the show and they were forced to encore.
Buck next announces a Gus Kahn arrangement
of “I’ll Think of You,” which Frank Wilson
6ings, as only he can. He stops the show, as he
always does, and is forced to encore. A1 Mould-
ing plays a very good solo of this number on his
baritone saxophone and receives a very good
hand.

Brendt Hayes, of the Royal Mounted Police, en-
ters in full dress uniform and plays a piccolo
obbligato on a banjo as the orchestra play a Dixie
chorus. This was very well received, and when
Hayes played “The Barcarolle,” seemingly on two
instruments, he stopped the show and earned two
encores and many bows. Brendt Hayes is the
best banjoist this reporter has ever had the pleas-
ure of hearing.

Maurice and Vincent, two fashion plates, next
enter in comedy clothes and offer some very good
comedy acrobatics that had them all roaring. For
an encore Maurice and Verne Buck did some
comedy work that had the audience rolling from
their seats. It surely was laughable to see the
immaculate Verne Buck with his hair all mussed
and sprawling all over with Maurice. The audi-
ence wanted more, but it was enough for Buck,
so he announced a request of the Milenberg Joys.
At this time back curtain on bridge raises dis-
closing Hal Hiatt in a scarecrow costume in a
wheatfield setting. When the orchestra plays
“These Joys,” Hal comes to life and plays his
clarinet. This boy surely is a master of the
clarinet. Buck assists on the second chorus and
they stop the show and take two encores. This
was very unusual, inasmuch as it was the finale.

Chicago Stratford

Week Ending November 29

This week’s stage show at the Stratford was
an extremely good combination of singing, danc-
ing, music; and clowning by Ted Leary, who al-
ways makes ’em laugh.

Maurie Hilibloom and his band opened the
show playing “Hello Cutie” as the Keith Girls
came out doing a review, and joined hands to
play “Ring Around the Rosie” with Maurie. The
set was composed of a striking checkered yellow
and white platform for the orchestra, with a
backdrop of blue portals.

Bernie Grossman, song writer, came next sing-
ing a number of his own compositions, “Here
Comes My Sugar,” “How Can I Call You Sweet-
heart After I’ve Called You Friend,” and the
“Blue Song,” which were all very well received.

Hays and Collins followed with fast soft shoe,
tap and eccentric dancing, to some excellent mu-
sic by the orchestra.

The Keith Girls next did a slow motion dance
to the music of “A Russian Lullaby,” after which
the Stratford Syncopators played “An Arabian
Romance.”

Then came Christy and Dunn who kept them
all laughing with their cross-fire of snappy chat-
ter ; and when Ted Leary sang “A Night in
June” the response was, as usual, great.

Although this week’s program seemed just a
little short it was fast, clever, and pleasing.
Others who are going to kill their shows by
making them too long and not quite so good
should follow examples like the Stratford.

Chicago Capitol

Week Ending November 27

Husk O’Hare and His Jumping Jacks presented
for this week’s program some snappy, unified
entertainment entitled, “On the High Seas.”

The show opens with three sailors and two
girls in sailor garb on front-stage singing “Dream
Girl” as the orchestra, which is obscured by a
drop, plays for them. A Japanese toe dancer
comes gracefully out to do a few steps, and then
one of the sailors and one of the girls sing “An
Old Guitar and an Old Refrain.” The group next
sings “Under the Moon,” and while a torrid
Hawaiian number is played a dancer snakes out
doing a “Hula.”

The drop is raised and Husk O'Hare steps out
“on deck” as the captain and announces “Heaven
Help the Sailor on a Night Like This,” which is
gingerly played and which receives a good hand.

Mack and Long do a swell gun drill to the
music of “The March of the Wooden Soldiers,”
which is well applauded.

“A Pair of Jacks and a Queen” next broadcast
from the stage, singing “My Idea of Heaven,”
“Then We’ll Be Over,” “Meet Me in Dreamland,”
and “At Dawning.” There wasn’t any static and
this radio number went over big. The boy who
tickled the ivories was clever, and the other two
could really sing.

Dick Kennedy followed with some novelty acro-
batic dancing that brought gasps and applause
from everyone. He was called out again and
again.

The girls some on to do a hornpipe, and a
very pretty skaters’ waltz and “Stars and Stripes
Forever” follows as the Finale.

HARM and NEE

“Those Two Cadets ”

Now Playing B. F. Keith and Orpheum Circuits

lir tEi

Direction — Earl & Perkins, Chicago

CJjeatre ©fotrsep

Francis

KROMAR

pleating forth

<2£rgane

JWusrtfe

at pe

(^rpfjeum

Circuits

NORMAN STEPPE

Conductor and Master of Ceremonies

PROVED A BOX-OFFICE SUCCESS AT

The PICCADILLY and EMBASSY THEATRES
CHICAGO

Ferrel

DANCING DEWEES

DO THEY DANCE— AND HOW!

Formerly Featured in a PUBLIX BANDSFIOW
Now Touring B. & K. and L. & T. Theatres
Direction — William Morris Agency

Paul

46

EXHIBITORS HERALD

December 3, 192?

Chicago Granada

Week Ending November 27

Charles Kaley offers his presentation, “The
Clown,” this week. And the clowning begins with
the entrance of Leeta Hope in clown costume,
who sings “In Clownland.” Behind her are two
large clown figures that raise their arms to reveal
the Granada Girls, who do a clever dance routine.

As they exit the curtain parts to exhibit a fine
full stage set representing the interior of a circus
tent, with the band, dressed in clown costumes,
upon a platform backstage. Kaley enters and leads
the band through “Blue Eyes,” specially arranged
by Clarence E. Wheeler. Kaley sings the song in
pleasing style.

The Charles Trio follows with some unusually
good gymnastics. They are past masters in the
art of hand balancing and the whole act is per-
formed with the smoothness of perfection. The
act gets a fine hand.

Lockett and Page, a boy and girl dancing and
singing act, is next. They open by singing "You
Who, That’s Who,” and follow with some fast
team and individual dancing. The girl does a
good eccentric Charleston and the boy a clever
dance in which he puts over some extremely diffi-
cult steps in good style. The act gets a good
hand and several calls.

This is followed with a band number, "Just a
Memory,” in which Caprelli, the trumpet soloist,
is featured. Jules Stein arranged the music.

Then followed a dance feature of unusual beauty
in which Betsy Rees, toe dancer extraordinary, is
featured. The Eight Granada Girls enter to do a
Pierrot and Pierrette dance, during which Betsy
Rees does ia tap and Charleston dance on her toes
on the head of a large bass drum. This young
lady, with her beauty, grace and excellent toe
work, makes a big hit, and the number as a
whole gets a fine hand.

Then come the original Tom Brown Brothers.
They enter playing “Highways Are Happy Ways,”
and follow with "Side by Side,” “Dew Dewey
Day,” and “Four Leaf Clover.” The rest of the
act is the same as it has been for some time.
From all “windications” the boys are just as pop-
ular as ever. They got a fine reception.

The show closes with Leeta Hope singing “In

Clownland,” and all the acts come on. The set-
ting for the finale is a knockout in which Lymette
Corrigan, descending from the flies in a huge
illuminated star, makes a charming spot.

Chicago Harding

Week Ending November 27

A1 Belasco’s stageshow was the same as the
one at the Norshore last week, with the exception
of the Texas Redheads.

“Bars and Stripes” was the name of this show.
It opened to a beautiful drop of Lincoln’s monu-
ment in Lincoln Park. A1 Belasco and Grace
Doro were sitting on a park bench, huddled to-
gether and talking of their future as a man
pushing a baby buggy and a woman nagging him,
pass. Instead of A1 giving Grace a ring, he
shoots her. This gets a good hand.

The Texas Redheads, a young girl and boy,
offer a smart soft shoe dance to the tune of
“Sidewalks of New York.” They were well re-
ceived.

Miss Doro, at the piano, repeated her former
successes, stopping the show here and taking two
encores.

Bert Hanlon received a good hand for his mon-
ologue and song.

The Texas Redheads again, this time receiving
a fine ovation for their fast eccentric soft shoe
dancing.

Belasco does some very good dancing in the
finale.

This show went over nicely.

Chicago Diversey

Week Ending November 26

Joe Kayser’s stageshow was called “Thanks-
giving Greetings,” and featured Myrtle Gordon.

The show opened to a street drop as bells called
all the Pilgrims to church. The Pilgrims were
the boys from the orchestra, the last being Joe
Kayser who offers a blessing and an offering in
the form of "Meditations from Aida,” which the
boys play well-. Kayser next introduces LaSalle
and Mack, two extremely clumsy appearing boys,

who offer some very good acrobatic tumbling, to
a good hand.

Bernie Green, a peppy young fellow, next does
an eccentric comedy dance and tills jokes to a
fair hand. Myrtle Gordon, next sings “I Ain’t
Taking Orders from No One,” a la Sophie Tucker.
She next sings “Baby Feet Go Pitter-patter.”
These earn her an encore in which she sings
“Real Estate Papa.” Myrtle always makes a hit
by the pleasing manner in which she offers her
numbers.

Orchestra next plays a red hot tune, “Swanee
Shore,” the pianist, Kyle Pierce, and the banjoist,
Earl Smith, sing a very pleasing duet, to a fine
hand. During this number the back curtain raises
disclosing an enormous turkey behind which two
little girls are sitting at a small table. Joe calls
one of them down and she sings "I Told Them
All About You,” to Joe. She then does an ec-
centric contortion dance to a good hand. The
other little girl then sings “I Ain’t That Kind
of a Baby” and does a jazz dance to a fine re-
ception.

Green, again, with more jokes. He sings "She
Don’t Wanna” to a fine hand and then offers a
fine imitation of a church organ playing on his
violin. His next numbers, “Sundown” and “Ain’t
She Sweet,” receive good applause.

George Dewey Washington, who has been re-
ported many times, still continues to stop the
show with his fine singing.

The orchestra plays a fine arrangement of
"Walkin’ on Air” as the entire company enter
stage. This was the finale. Nearly all the
theatres had a Thanksgiving show this week and
this house like the others maintained the holiday
atmosphere.

Chicago Chicago

Week Ending November 27

H. Leopold Spitalny’s orchestra Thanksgiving
creation “Plymouth Rock” this week was of the
highest possible excellence and superior to all
others. The old charm of other days was repre-
sented vividly in the scenes accompanying this
overture.

A wig-wam scene with Indians in a glow and
a male voice singing superlatively was one of
the scenes and then in a large gold frame was
portrayed “The Landing of the Pilgrims” and the
people who posed for this picture sang elegantly.
It was a week of music, good music, produced
for the real music lover, or so-called “high-
brow.”

“Danse Caprice,” the stagehand show this
week, started off with the musical number, “Give
Me a Night in June,” and Jules Buffano and His
Orchestra played it in very singular style. This
reporter is of the opinion that this leader would
go much farther if he would follow the slang
expression and be himself. He is covering up
considerable personality trying to be somebody
else, it appears, possibly to please the powers
that be.

The Albertina Rasch Dancers then arrived and
these skilled artists did some fine work. Arlynne
Crandall and Little Marley, making up the
Muffin Twins, made the audience roar with laugh-
ter when they followed the Rasch dancers with
a comic ballet dance. These girls have a good
act.

Two vocal numbers were then rendered by
Llora Hoffman, late of the Winter Garden, and
this singer has a voice of both quality and
volume.

The Rasch dancers then came onto the stage

WHAT PRESS AND
PUBLIC THINK OF
THE “ADMIRAL-
PRESIDENT”—
“ACE”, Dramatic Critic
of the “Kansas City
Post”, says: — “When
George Dewey Washing-
ton sings a song, you
have heard it sung".

GEORGE DEWEY WASHINGTON
“Just Songs”

Just Closed Successful
Tour of ORPHEUM
CIRCUIT — Now Repeat-
ing B & K and L & T
Houses.

al MARKELL and FAUN gay

“A LAUGH WITH EVERY STEP"

Featured with JACK PARTINGTON’S “FLORIDA” PUBLIX Unit

This Week — INDIANA theatre, Indianapolis, Ind.

Next Week — AMBASSADOR theatre, St. Louis, Mo.

HELLER and RILEY are now playing the
HARDING theatre, Chicago

Direction of MAX TURNER-
William Morris Agency

CHARLES KALEY

“The Singing Band Leader,,
An Exclusive COLUMBIA Artist
Now conducting MARKS BROS. Presen-
tations, alternating at MARBRO and
GRANADA Theatres, Chicago.

December 3, 1927

EXHIBITORS HERALD

47

dressed as zebras and did a new dance called
the Zebra Strut. Cy Landy, the tip-top comic
dancer, as usual entertained the audience every
moment while he was on the stage.

“Moonlight and Roses Bring Memories of
You,” sung by Llora Hoffman, was the closing
number and a very beautifully arranged one.

New York Roxy

Week Ending December 2

After hearing so many people rave about the
world’s greatest and largest theatre this reporter
decided to do some scouting on his own.

Although somewhat a little doubtful about the
statements we must admit and confess that the
Roxy is not only largest, but one of the world’s
seven wonders. As A1 Jolson would say, “If
you haven’t seen the Roxy, you ain’t seen nothin’
yet.” Then on top of it all you get a wonderful
musical selection by the Roxy Symphony
Orchestra, which in itself is worth the admission
price. And then you see — oh well, let’s go on
with the report. Here it is :

Opening: Lew White at the organ in a

classical selection. It is a shame that such a
fine player should waste his talent and efforts
in playing during intermission when people walk
up and down and don’t pay any attention to
what’s going on. Lew ought to get a better
spot.

Overture: “Marche Slav,” by Tschaikowsky

followed, with Emo Rapee conducting, and what
a marvelous conductor he is. Every note and
every move he turns into a pleasing selection.

The next scene was a silhouette portrayal of
an “Adagio Pathetique” by Godard in which
Maria Gambarelli, the Ballet Corps and Ensemble
took part, assisted by the Russian Cathedral
Quartette.

Then came the feature attraction of the
presentation, Russell E. Markert’s “Evolution
de la Danse” with the Ballet Corps and his
Sixteen American Rockets. This offered a series
of dances in silhouette, from the early to the
modern period. After a few short novelties the
Market Girls appeared again, this time in "A
Tinkle Tot” routine that was held over from last
week by popular request. It was a very cute
and unique routine that proved them to be the
best and most perfect ballet on Broadway. The
audience here just can’t get enough of their
work.

As a prologue to the feature, ’’The Wizard,”
which followed next, a man in the role of Satan
appeared in front of dark red drop with lighting
effect to display his huge shadow on the back-
ground.

Observation : After seeing the huge crowd buy
tickets and stand in line, and after witnessing
Roxy’s attraction, as to both stage and screen
offerings, not saying anything about his glorious
cathedral of the motion picture, we now know
why Roxy is called "the world’s greatest show-
man.” He is that without a single doubt.

New York Paramount

Week Ending December 2

After seeing- several bandshows each week in
the same town in the West, it is a pleasure and
an honor for this reporter to have been present
at the First Anniversary celebration of Para-
mount and its First Publix Annual Revue.

The stage attraction was offered in several
parts with special music and lyrics by Rubey
Cowan, which was in turn staged by John
Murray Anderson. “Birthday Greetings” was in
the form of an overture with Irvin Talbot con-
ducting the orchestra. Lou Kosloff directed the
stagehand with a cast of presentation stars
headed by Roy Cropper. The show runs as
follows :

Opening in one in front of scrim with a cute
girl singing “A Publix Holiday,” the special song
written for the occasion. During this number
the band played the same tune between scrim,
after which scrim parts and Lou Kosloff, the
new leader, enters and offers a short talk on
the show and then introduces Roy Cropper, star
of “The Student Prince,” who sings Irving
Berlin's new hit “The Song Is Ended” which
brings down the house with applause.

Then the series of tunes are intermingled in
the next scene with Cropper singing to the
band’s arrangement of same as the Paramount

^W/uk fj&c a ecj/tu/ of gn|'

Monthly SLIDE news Ljh I1
for and. about theOPGANIST

54 WQANDOlPU 6T, CHICAGO

Ensemble Girls, each representing a melody,
come on in pretty costumes to dress stage. Ada
Synajka offers some violin selections duiing this
specialty and Evely Kindler dances to eame, all
of this is done in musical comedy style.

Sylvia and Cleminence, two girls, follow next
in neat hard shoe taps danced to an arrangement
of “Poet and Peasant.” This team has been
reported many times before in these columns.
The house went wild about them here.

The Lime Trio were next in a series of acro-
batic stunts intermingled with good comedy
pranks. This act was also seen and reported
before. They stopped the show here. Without a
doubt they are one of the best team novelty acts
in presentations.

A very fine band arrangement of “Blue River”
followed next with Kosloff leading the boys. Lou
has had the most remarkable rise as band
leader of any we know of. This reporter knew
him when he played first violin for Paul Ash
only a short time ago, then he was made leader
in another house and now he has Broadway on
its toes with his clever directing and striking
personality. A girl sang a chorus of “Blue
River” during this number.

The Three Kemmy’s followed this with some
clever athletic posing on platform above band.
All men and as graceful as one would smile
when feeling happy. They have some novel
stunts and deliver them in fine manner. One
of the great hits here.

The Runaway Four came on next, first dressed
in shabby clothes, then as sailors and for several
minutes had the crowd guessing as to what they
really were. One of them, a goofy sort, kept
humor throughout by his tricks and funny falls.
Towards the end they turned out to be first class
tumblers, and how they did tumble, and the
audience also tumbled with joy and satisfaction.
They are a sensational act for any bill. Went
very big here.

The finale was in typical musical comedy style
with Cropper singing “A Shady Tree,” using a
girl as foil, while the Paramount Ensemble Girls
all ascended stairs to decorate platform above
band, forming a pretty background with their
beautiful costumes of gold bodice and large green
plumes as the entire cast came on for the last
curtain. One of the best stageshows seen in a
long while in any picture house.

Mr. and Mrs. Jesse Crawford (New York Para-
mount) for the first anniversary of Paramount
and as a tribute to Publix First Annual Revue
then presented an "Opera vs. Jazz” solo contest
with the audience acting as judges. Mr. Craw-

ford played opera and classical music to special
lyrics flashed on curtain while Mrs. Crawford
replied to same lyrics in syncopation time. A
very clever idea that showed both as artists and
entertained both classes of audience. The jazz
won by popular applause.

New Y ork Capitol

Week Ending December 2

It looks like Major Bowes has gone into this
thing of stage bandshows for good. This week
a fine revue took place at the one time world’s
largest theatre. The attraction featured Walt
Roesner and his Capitolians with a cast headed
by Benny Rubin. Dr. M. Mauro-Cattone offered
organ selections during the feature, “The Thir-
teenth Hour,” and David Mendoza conducted the
Grand Orchestra through an overture of “La
Boheme.” Here’s how the bandshow ran:

Opening in full stage with The Capitolians
playing a fine arrangement as the Chester Hale
Girls did a few steps. This was followed by a
band number of “Who, You” offered in neat
style with many band novelties intermingled with
harmony singing.

Hope and Byrne, two men, came on next in a
series of eccentric steps that pleased.

Right after this a special band arrangement
of Irving Berlin’s new ballad “Song Is Ended”
followed with Joe Ross dancing a few novelty
and acrobatic steps during second chorus and
Joey Ray singing it in a two style voice, first
haritone and then falsetto-soprano which stopped
the show.

The Chester Hale Girls were on again after
this in a cute ballet routine which was next
followed by Benny Rubin, one of the stage’s
best comedians and known as the “guy with the
funny laugh.” Benny was held over from last
week after making a big hit with Ruth Elder,
the American Girl. In this week’s offering Benny
did comedy talking and smart chatter with Walt
Roesner, guest leader of The Capitolians, and
known as “California’s Aristocrat of Syncopa-
tion.” Rubin scored even a bigger hit this week
than last and could not get off the stage. So
after considerable by-play and gagging the
Chester Hale Girls filed on again for the finale
in which two curtains flew up to display 18
baby grand pianos on set with 18 girls really
playing them. This made a beautiful effect and
good flash for the entire cast to surround on
last curtain. A very fine show that pleased.

Franc & Warren

LASSITER BROS.

The ORIGINAL Boys From

“OLD IRONSIDES”

Cleancut Comedy and
Calisthenic Dancing

Now Touring Publix Theatres
Direction Wm. Morris Agency

Max Turner Harry Lenetska

Chicago New York

Har°

Id Dan iels THE Q

BUCKINGHAM
THEATRE

CHICAGO

COMMUNITY ORGANLOGUES — “How They Sing ’Em”

FRED KINSLEY

Featured Organist in His Own
Original Stunts

KEITH’S HIPPODROME, NEW YORK

48

EXHIBITORS HERALD

December 3, 1927

PRESENTATION

EDITOR,

LOSAYS

Something
about*

Every 07? e

NEW YORK, Nov. 29. — Well now that we’ve all
had our turkeys, let’s get down to business. . . .
Yes, how’s business ? By the looks of things in
New York it must be okay. . . . That’s what
Mose Gumble of Jerome Remick telle everyone.

. . . Say, while speaking of Kemick let me say
a few words about Cliff Hess, the genial gentle-
man who is in charge of their organ solos. . . .
Hess is responsible for the success of many or-
ganists in this U. S. A., for he writes their
stunts. . . . Anyway the whole outfit is a peach
from Joe Keit down. ... If you want to meet
anyone stand on the corner of Broadway and
42nd at Times Square and you’ll sure run into
them, even your bill collectors. . . . Well, any-
how, the moral of this version is that Billy Gross,
well known vaudevillian, and Jack Lafayette, also
an artist, were met at this spot. . . . C. A.
Leonard, formerly of the Strand and M-G-M
publicity department, is now at the head of the
Capitol theatre publicity. . . . Martha Wilchinski,
formerly in charge, is now with Roxy. ... I ran
into William Jerome the other day. Billy is the
same Jerome, full of pep and ideas. . . . At
present he is publishing the “Throw-Away,” a
new song parody sheet. . . . Everyday in every
way picture houses are getting bigger and better
star artists. . . . Now it’s Benny Rubin, Frank
Fay, Ted Claire and many more. . . . Even
Rufus LeMaire has been signed up to produce
stage bandshows for the Capitol of New York.

. . . Vincent Lopez has opened another night club
on Broadway. . . . Frank Cambria is back at
Publix after a long tour of European countries
for new ideas. . . . Art Kahn is going to lead
the stagehand at the Mark Strand, Brooklyn.

. . . Stanley Malotte will be the featured or-
ganist. . . . He is a brother of Albert Hay Ma-
lotte. . . . Adolph Verdi has replaced Dave Love
as leader at the Capitol theatre in Atlanta, Ga.

. . . Love is now conducting the orchestra at the
New Universal theatre in Brooklyn, of which
W. C. Glover is the featured organist. . . . Speak-
ing of new theatres, the State just opened in
Springfield, also with Willard Osborne as musi-
cal director. . . . Benny Fields and Blossom
Seeley play a week for William Fox next week
at $4,500 net. . . . One of the finest fellows to
meet in New York’s “Tin Pan Alley” is J. A.
Decatur of Leo Feist’s executive department. . . .
Had lunch with Fred Kinsley featured organist
of Keith’s Hippodrome the other day at Child’s.
... No wonder Fred gets a lot of new ideas in
his solos, there’s where you find them. . . . While
strolling downtown the other day we ran into
Dorothy Morrison, Stanley and Bimes, Van and
Schenck, Jack Osterman, the Darling Twins, Hal
Sidare, Vale and Stewart, Chamberlin and Himes
and Lord knows how many others. . . . Get your
statements ready, Jim, and nab them while the
nabbin’s good. . . . Met Jim Thomas, the Henry
B. Murtagh of Newark, N. J. . . . Jim is doing
fine work at the Bramford. . . . Try to find these
music fellows in, they’re just like "Lindy” flying
from place to place. . . . Said “hello” to George
and Arthur Piantodose of Shapiro-Bernstein. . . .
Their brother, Al, is now on his own. . . . While
there I saw Herman Schenck, formerly in charge
of their Chicago office, who is now at the head of
the band and orchestra department. . . . Talk
about being busy, you don’t know what it means
until you’ve seen Joe Hiller of Waterson, Berlin
and Snyder. . . . Archie Lloyd, formerly of their
Boston office, helps keep the place busy, too. . . .
I thought Al Beilin was a fast talker but I soon
changed my mind when I met and spoke to Saul
Bornstein of Irving Berlin. . . . Henry Stanley
is now with Jerome Remick’s New York office.
. . . Sorry I missed Ben Bornstein, he went to
Chicago just as I came to New York. . . . Any-
way I saw Milton Ager and he’s busy writing
a new show. ... So is Bobby Crawford of De-
Sylva, Brown & Henderson. . . . Only Bobby gets
them all set for production while the rest of the
boys write ’em. . . . While making the rounds I
met Billy Rockwell, manager of Villa Moret of
which Charlie Daniels is president. . . . They just
published the new Film-O-Klock to time and cue
motion pictures. . . . Bemie Pollack, brother of
Lew, who wrote "Charmaine” with Erno Rape®,
as the theme song of “What Price Glory,” is
managing Sherman Clay’s New York office. . . .
They published the tune. . . . Say, boys, watch
for Larry Spier’s new column starting next week
on “Tin Pan Alley.” ... I hope Sid Berman

ORGAN SOLOS

Henri Keates (Chicago Oriental). The personal
gratification which must have come to this or-
gan soloist from his farewell performance this
week should be enough to last a person a life-
time. If Henri disliked leaving his Oriental
audience, they certainly showed him that they
wanted him to do everything else but leave them.
Never before has this reporter witnessed such sin-
cere and generous applause. He played some of
his outstanding original novelties of the past and
proved that he has the requisite talent for this
type of performance. But when Henri told the
audience by music “It’s Really Hard to Say Good-
bye, So I’ll Just Say Au Revoir,” he assuaged
the feelings of his legion of followers.

Henry Murtaugh (Chicago Chicago) in his
original organ novelty this week conceded that
these great song writers, as he called them, surely
wrote ditties to fit in with events. And so he
went ahead and played the song “What a day
was yesterday because yesterday gave me you”
in the event of a Twenty-fifth Wedding Anni-
versary.” "Are You Happy” was played with
the thought that maybe this song was written
for Ruth Elder’s husband. A slide showing two
congressmen at the end of the day with Mur-
taugh’s playing “Just Another Day Wasted
Away” made the audience scream with laughter.
And, laughter continued when he played "Me
and My Shadow” for the Teapot Dome case. He
recalled the old song “Asleep in the Deep” when
the girl friend insisted upon going canoeing and
the boy friend wanted to go walking. This
diverse and well played oran solo seemed thor-
oughly enjoyed by all.

Don Isham (Chicago Embassy) offered a novelty
solo this week called “The Treasure Chest.” Com-
edy slides were first shown, with a lyric telling
of his ancestors, one of which was Captain Kidd.
The next is a slide of a treasure chest in which
are found many songs which Isham plays. The
first of these was "Under the Old Apple Tree.”
Next was “Gee, But I’m Lonesome Tonight,”
“When the Morning Glories Wake Up,” “After
I’ve Called You Sweetheart” and “Highways Are
Happy Ways.” These were all sung by the audi-
ence and even after the comedy was on the audi-
nce still wanted more, so as the picture was being
shown, Isham played "Just Once Again” and re-
ceived a wonderful reception for his efforts.

Doris Gutow (Chicago Stratford) entitled her
selection this week “Donzetti Versus Donaldson”
and, according to the applause, the popular works
of the contemporary composer were liked much
better than the famous “Sextette from Lucia.”
She played Donaldson’s “Just Once Again,” "A
Shady Tree,” and “My Blue Heaven.”

Don Cordon (Chicago Lawndale) for his selec-
tion this week, played “Side by Side,” “Pretty
Baby,” “What’s the Use of Worrying” and “Just
Another Day.”

will enjoy it for Larry enjoys his column. . . .
George Brock is the solo organist at the Colony
where Emanuel Baer leads a Riesenfeld orchestra.
. . . Harold Ramsay is now featured organist at
the Century theatre in Baltimore. . . . We hear
that Miguel Galvan may become leader of the
Texas theatre bandshows in San Antonio. . . .
Ted Claire, formerly of vaudeville, is now band
leader of the Metropolitan theatre in Houston.
Anson C. Jacobs’ organ solos are being featured
at the Orpheum in Franklin, Pa. . . . I. R. Sam-
uels, former booker for Keith-Albee, has opened
his own agency in New York. . . . Johnny Col-
lins formerly of Keith-Albee and recently of the
Premier Attractions of Chicago, is now with
Alf T. Wilton Agency. . . . One of the hardest
guys to find on Broadway is Paul Sprecht, in
charge of band organizing for Loew. . . . The
Century theatre in Baltimore just opened a band-
show policy with Wesley Eddy as leader. . . . This
is only one of the many Paul Sprecht bands.

—A.

RAYMOND GALLO.

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

abou-t

saves

A SUCCESSFUL SONG THAT’S
DESERVING

“My Blue Heaven," ( Feist.)

NEXT BEST SELLERS

“ Desert Song," (Harms.)

“Give Me a Night in June,"
(Remick.)

“ Doll Dance," (Sherman-Clay.)
“Highways Are Happy Ways,"
(Weil.)

“Here Am I Broken-Hearted,"
(DcSylvia-Brown-Henderson.)
“Charmaine," (Sherman-Clay.)

GO HOME AND TELL YOUR MOTHER (That
I Love You) — (Leo Feist, Inc.) — A cunning fox
trot with a very cute lyric. Thi6 time the boy is
in love with the girl but wants her mother’s
advice. By Abel Baer, Benee Russell and Ira
Schuster.

EVERYWHERE YOU GO— (Milton Weil Music

Co.) — This is the first song Mark Fisher who is
taking Paul Ash’s place at the Oriental has writ-
ten since "Oh How I Miss You Tonight,” with
the assistance of Larry Shay and Joe Goodwin.
He has turned out a worth Weil song.

ANYTHING TO MAKE YOU HAPPY— (Bibo,
Bloedon & Lang) — This boy is probably promising
her the Wrigley building and a few other small
articles. However, in the lyric he seems very
sincere. The words and music are by a new
writer, Buddy Valentine.

WHERE DO THEY GO— WHAT DO THEY DO
—FROM SATURDAY NIGHT ’TILL MONDAY
MORNING — (Joe Morris Music Co.) — Another
mystery in song rather than in play. A comedy
song with plenty of extra choruses. Al Dubin
and Alex Marr wrote this one.

SWEET STRANGER— (Henry Waterson)— As
the title implies, it is the story of a sweet little
girl and a sweet little boy who, though strangers
now, will soon become very good friends. At least
the song tells us so. Words and music by Fran-
cis Wheeler, Irving Kahal and Ted Snyder.

THREE SHADES OF BLUE— (Paul Whiteman,
Inc.) — This is a number on the order of “Rhap-
sody in Blue.” In fact, Ferde Grofe, the
composer, arranged George Gershwin’6 big instru-
mental success. A tricky number for real pian-
ists.

SORRY — (Robbins Music Corp.) — Some time ago
we had a lot of songs with the sorry idea and it
looks like Raymond Klages and Howard Quick-
sell have written this idea into a very good song.
However, hope that it does not bring another
deluge of sorry songs.

TWILIGHT ROSE — (Villa Moret, Inc.)— A

pretty waltz by the house that gave us “Moon-
light and Roses.” Words and music by Paul
Corbel 1.

LEONORA — (Shapiro, Bernstein & Co.) — A

good dance tune with a lyric for singing orches-
tras. Written by Abner Silver.

SH-H! HERE COMES MY SUGAR— (Milton
Weil Music Co-i — Another sugar song. This type
seems to be quite the rage at the present mo-
ment. Nevertheless, a very good song and has
just as good a chance as any of the other sugar
songs. By Bemie Grossman and Arthur Size-
more.

GIRL OF MY DREAMS— (Jack Mills, Inc.)— A

waltz song that created enough demand in the
south to have Jack Mills take same over and ex-
ploit it. Lyric and melody by Sunny Clapp.

’VARSITY DRAG — (De Sylva, Brown & Hen-
derson)— From “Good News.” An outsanding
6ong in a ehow of all outstanding songs. This
musical comedy opens in Chicago after New
Year’s and from all reports should be a sensa-
tion here.

TELL ME LITTLE DAISY— (Shapiro, Bern-
stein & Co.) — I always thought that daisies never
tell, but then maybe I’m wrong. A pretty idea
and a good fox trot melody by Carmen Lombardo
and Jack Miles.

IN THE SHADOW OF THE ROSES— (Cal De
Voll)— Harold G. Frost and E. Clinton Keithley,
two old-time writers, collaborated on this song
and it has a good chahce.

Goodbye for now.

SID BERMAN.

December 3, 1927

EXHIBITORS HERALD

49

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

“UNDERWORLD”

ERHAPS this picture has been shown
in all the important places while Chicago
censors have been running it over and over
for their own entertainment, but at any rate
it has finally gone on exhibition here and
seems in a fair way to continue at the
Roosevelt for quite a spell. There are
many reasons, most of them good.

To begin with, and this is one of the less
decidedly good reasons for its probable
continuance at the theatre named, it is being
billed here as a daring chapter from the
underworld life of this city. That may be
due to the fact that Ben Hecht, author of
the thing, is (or was) a Chicagoan writer.
At any rate, it might just as well be billed
as a chapter from the life of any other big
town, for it is metropolitan rather than Chi-
cagoan. In fact, it cannot be tacked defi-
nitely to this city for several reasons, the
most important being that the gangsters in
the picture are burglars, whereas everybody
knows that all of Chicago’s gangsters are
beer runners. And neither does that mat-
ter importantly.

The important thing is that Mr. Hecht
and those who helped him with his first
picture have contrived a tightly strung
melodrama that ripples and cracks along
at a rapid but not unnatural pace to a hec-
tic but not unnatural finish. It is a splen-
didly directed piece, a splendidly acted
piece (particularly by George Bancroft and
Evelyn Brent) and a piece you should see
if you wish to continue posing, as every
picture person does, as a knowing picture
person. Know what I mean? Anyway, it’s
a significant picture and a darn good one.

“DRESS PARADE”

I THOUGHT William Boyd was coming
along pretty well in his picture work. Yes,
I’m sure he was. Then why force him into
the job (it couldn’t have been his own
idea) of trying to out-Haines the William
of that name? Just too bad, that’s all, but
not fatal — due to the glory that is West
Point and the patriotism that continues ram-
pant in this nation despite this, that and
the other effort to curb it.

Yes, this “Dress Parade” is entertaining
stuff. For the first reel or two I felt pretty
sorry for Boky, going through the Haines

By T. O. SERVICE

motions about as well as anybody but
Haines can be expected to do, but when
the cadets began marching and the captions
started reciting West Point traditions I for-
got about Boyd, Haines and even the story
of “Dress Parade.” For my part, if pro-
ducers will just photograph this great na-
tional institution at regular intervals they
need not bother to drape a story in and
around the scenees. In fact, I’d a little pre-
fer the stuff neat.

Nevertheless, the picture seemed very

much to the liking of those thousands who
saw it when I did in downtown Chicago
and they, who are the folks who know, wept
a little, cheered a little and gulped a great
deal at the various proper intervals for
these exercises. While this does not mean,
of course, that any other audience will do
likewise, I should bet, if I were a betting
person, on West Point to have about the
same influence upon any American audienec
anywhere.

“SHE’S A SHEIK”

If this Daniels girl doesn't mend her ways
she’s going to make a wreck of all the good
old rules by which I have, until lately,
guided my tempestuous typewriter. Accord-
ing to the rules, I should complain loudly
about Miss Daniels’ stealing Mr. Fairbanks’
stuff, I should lament her descent from
high drama into low comedy, I should storm
about practically everything in “She’s a
Sheik.” But, rules or no rules, I can do
nothing save throw my metaphorical hat
into the air and shout “Attagirl, Bebe, and
more of the same.”

Yessir, this Daniels girl gets better and
better with every one of these dizzy farces
she turns out. This one is some miles
ahead of the last one, and that was well in
advance of its predecessor. Not a bit of sense
to them, just a row of gag ideas, each
extravagantly worked out, but what a pic-
ture they make! That is, with Miss Dan-
iels performing them. I have a hunch
they’d be pretty bad with a less complete
actress featured.

This time Bebe's an adopted daughter of
a desert sheik who is in bad with the reign-
ing outlaw of those parts and in right with

the French soldiery. There’s hokum in
every scene, romance in a few, fighting in
plenty and humor in all. The comedy, if
any particular portion of it may be set aside
for special heading under that title, is car-
ried by a couple of American cinematog-
raphers (adv.) who are in and out of the
mischief with good, bad and indifferent
effect. The final event is a very last word
in bunk but the people who saw the picture
when I did seemed not to mind. And, of
course, neither did I.

Miss Daniels can go right on making
these things until I notify her to cease, or
die laughing at them. Maybe I’m getting
childish, but, childish or not, I like them.

“THE SILVER SLAVE”

ERHAPS I should never have seen
“Lady Windermere’s Fan.” Yet I believe
I wrote innumerable paragraphs in praise
of Irene Rich before even that. At any
rate, I go totally off my keel when I behold
this actress, who can do what she did in
that picture, engaged in such stuff as “The
Silver Slave.” Shades of— but whittle your
own expletives.

My single offspring has not as yet taken
up the actual writing of pieces, deeply
interested as she is in tearing asunder the
printed pages which bear the work of
others, including her parent; but when she
does take up that life work, as I feel sure
she will, I am going to stand guard over
her infant fingers and the moment they type
out anything so juvenile as this scenario
I am going to summon a psychiatrist, learn
the worst and take whatever steps must be
taken. Not, of course, that I suspect for
a moment a child of mine could come to
this pass. (Apologies, Patsy, if this para-
graph ever comes to your eyes.)

No, there’s no use writing things like this
about a picture I don’t happen to like.
Quite right. The thing I should do is go
jump in the convenient and properly chill
lake and get over it. I believe I shall do
that. But I warn you, and, you, and you,
that the next time this happens I’ll write
what I really thing about the picture and
your copy of the HERALD will be burned
to a cinder by the time you get it out of
the wrapper.

50

EXHIBITORS HERALD

December 3, 1927

THE THEATRE

O^iJJDepartment of Practical Showmanship

Serial Bargain Nights Pull

Thursdays Out of the Red

M. W. Hughes, of the Colonial theatre, Astoria, 111., was losing money
every Thursday. He was giving good pictures on these nights, but no matter
what he did, every Thursday was entered in his hooks with red ink. Here
is what Hughes did to put Thursdays on the paying side:

“Our Thursday nights were simply awful.
I think for this reason : I use Monday
for strictly all Westerns, Tuesdays and
Wednesdays for society and comedy pic-
tures and on Thursdays I use a good aver-
age picture with always a change of type,
so they get variety enough. But on Thurs-
days I would lose every time.

“I knew it was no use and that there
was a remedy, so I began to plan. I had
not run a serial for two years, as the last
one was a complete failure. People would
walk out on it when it started.

“So I wrote in and secured ‘Green
Archer,’ a little old but I bought it right,
and named Thursday as Bargain Night.

“The first Thursday was five and ten
cents and I gave them a real feature with
a popular star, and the serial. So I had a
full house, and really made a little money
at five and ten cents, and I got them inter-
ested in the serial. After that we changed
to ten and twenty cents ; our regular price
was ten and twenty-five cents, so they were
getting a saving and a continued mystery

story and then I advertised that the ad-
mission would be five and ten cents on the
first Thursday in each month. I always
managed to give them a moderate priced
picture but generally one with good comedy
in it or an easy, interesting story to follow
of some kind.

“Now my Thursdays are better than my
Mondays and at ten and twenty cents I
have more money, and my attendance is
more regular all week, as I think that on
bargain night they see another picture ad-
vertised on the screen that they want to
see also. When this wears out, I will
study up something else.”

Such is the story of an exhibitor who
would not let a bad condition buffalo him.
He knew he was up against a tough propo-
sition, so he just sat down and began to
plan. As a result of his planning, he hit
upon an idea that worked. There is a solu-
tion to every problem, if you’ll just sit
down and figure it out, and then put the
plan to work.

Merchant Ads Pay
Cost of Full Page
Newspaper Notice

Louis Lutz, manager of Fishcer’s Fon
du Lac theatre, Fon du Lac, Wis.,_ re-
cently put over a good advertising tieup
with his local merchants in order to an-
nounce his coming attractions at the
theatre.

He secured the advertisements of a
number of local merchants, and these
small ads paid the entire cost of a full page
newspaper ad. The merchant ads were
run on the border of the page and the
theatre ad took up the rest of the page.
A long list of the pictures that had been
booked for showing were listed in the
ad, together with pictures of the popular
stars that would appear in the pictures.

To create further interest in the ad
and the theatre, a prize contest was also
announced in the ad. The idea of the
contest was to make a short story out
of the names of the titles of the pictures
that have been booked by the theatre.
Here is an example as suggested in the
ad : “Two Arabian Knights” went to “The
Circus” to see “The Devil Dancer” who
was “The Girl from Chicago” with “Red
Hair,” etc. The prizes offered were,
first prize, a six months’ pass to the
theatre; second, third and fourth prizes,
three months’ passes, and the first hun-
dred sending in answers to receive two
passses to the theatre. Such a contest
will do much to impress the names of
the coming attractions upon the minds
of the public and give them a desire to
see the pictures. A reproduction of the
full page ad is contained on page 51.

Here is the fine letter from Lutz to
The Theatre:

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

I wish to advise that I get many
good ideas from THE THEATRE
department of the EXHIBITORS
HERALD.

I admit that I have been very
negligent in sending in many of
the stunts that I have tried myself
possibly because they did not look
as good as many of those that you
have been publishing.

However, I attach a full page
ad that I ran this week on my
coming attractions which might be
of interest to you. The surround-
ing ads paid for the page. I will
drop you such material from time
to time which I think might be of
some value to you.

Yours very truly,

FON DU LAC THEATRE,
LOUIS LUTZ, MANAGER.
Thanks for the fine letter, Mr. Lutz,
but don’t ever make the mistake again
of not sending in your ideas for fear
they are not quite good enough. Let
us be the judge, won’t you. If all your
ideas approach this one, we’ll use them.

How is this for a good flash? We call it a good one. It was used by the
Strand theatre, Nashville, Tenn., when “The Devil’s Saddle,” a First National
pict&re starring Ken Maynard, was shown.

■ Sm4

No. 5 OF A SERIES

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DOLORES DEL RIO

A NAME to conjure with! Another proof of the wisdom
of the Fox policy of featuring gifted youth in the
casts brought to your theatre. The Charmaine of “What
Price Glory, ” the Carmen of “Loves of Carmen” — Dolores
Del Rio will come to you in other Fox Profit Pictures during
this and following seasons. Her next release, scheduled for
early in January, is “No Other Woman.” You know how
your patrons delighted in her portrayal of Charmaine —
Sign contracts for every Fox Del Rio picture and cash in on
this flood-tide of popularity.

WHO PLAYS with FOX PROFITS with FOX

No. 6 OF A SERIES

rOU’RE right! No one would accuse Victor McLaglen of being beau*
tiful — but oh boy, what a personality! Here was a young actor,
practically unknown until the Fox policy of developing new talent presented
him as Captain Flagg in “What Price Glory” — and now the whole world
knows him and praises him. You, as a Fox Exhibitor, cash in on this
policy. Victor McLaglen appears only in Fox Profit Pictures. Following
“Loves of Carmen” you’ll get him next in “A Girl in Every Port” — what
a title for a McLaglen picture!

WHO PLAYS with FOX PROFITS with FOX

December 3, 1927

51

EXHIBITORS HERALD

The cover of the “My Movie Scrap Book” which
Charles Ryan gave away at the Buckingham theatre,
Chicago. One thousand of these scrap books were given
away. They proved a fine business stimulant.

An inside page of the scrap book, showing how the
pictures are cut out and pasted in. Four gravure sec-
tions of pictures were given away, one each week, thus
bringing in patrons for four weeks.

Scrap Books Are
Business Builder
for Charles Ryan

A good business builder was recently
employed by Charles Ryan, manager of
the Buckingham, a neighborhood thea-
tre of Chicago. Business was percep-
tibly increased one night a week for
four weeks and the plan was also a suc-
cess from the standpoint of goodwill
advertising.

The plan was the giving away of 1,000
“movie” scrap books. These scrap books
contain 80 squares blocked off on the
pages in which are to be pasted the pic-
tures of motion picture stars. Four grav-
ure pages of pictures of favorite stars
are furnished with each scrap book.

Ryan used the following plan. After
extensive advertising, he gave away the
scrap books and the first gravure sec-
tion on a certain night. It was necessary
to attend the theatre to receive a book.
Then on the same night of each week
for three weeks, one gravure section of
pictures was given away.

By this plan a patron receiving a
scrap book, had to attend the theatre
one night each week for four weeks to
receive the book and four gravure sec-
tions.

“The idea was a great success,” de-
clares Ryan. “A great deal of interest
was made by the books, and nearly
everyone receiving the scrap books
came each following week to get the
gravure section. We had an extremely
large increase of business on these four
nights.”

Signs in the lobby, slides on the screen
and special announcements in the thea-
tre programs did much to increase the
interest of the patrons and to bring them
back each week for the pictures, al-
though, once the books have been given
out, there will be no trouble in keeping
up the interest. The fascination of the
scrap books alone will do that.

Here is one of the announcements that
Ryan ran in his theatre program: “Real-
izing that you have always wanted a
book in which to keep pictures of your
favorite motion picture stars, we are
pleased to announce that the manage-
ment of the Buckingham theatre has or-
dered a limited quantity of unique ‘My
Movie Scrap Books’ which will be given
to all our patrons interested, to keep
a permanent record that will become
more valuable as time goes on.

“We’ll furnish the scraps and the books;
you merely do the pasting. In the next
issue of our weekly program we will print
a scrap book coupon which, when properly
signed and presented to the attendant in-

side the door, will entitle you to a copy
of ‘My Movie Scrap Book’ and gravure
section number 1, containing 17 beautiful
pictures of famous motion picture stars
such as Clara Bow, John Gilbert, Colleen
Moore and Laura LaPlante.

“There are no strings attached to this
offer; merely fill out scrap book coupon,
present on date advertised, and you will

receive a ‘Movie Scrap Book’ free of
charge with out compliments.”

The scrap books are attractively made
and on the cover contain the name and
picture of the theatre. If there is a cer-
tain night of the week in which your
business is bad, the use of these scrap
books should help to build up your pat-
ronage on this night.

C COMMONWEALTH REPORTER TUESDAY. NOVEMBER S, 1!

nniiiiiniiiuiiiiiiiniiiiiiiiiiiiiiDiii^

The Outstanding Announcement in the Theatrical History of Fond du Lac

iFischer’sFond du Lac Theatre

At a Cost Exceeding That Ever Paid Before in Fond du Lac For Any Similiar Group of Photoplays
We Have Secured the Cream of the 1927-28 Photoplay Offerings

Famous Stars fi.s Famous Stories r>u» Famous Directors — Result — Greatest Pictures

linillllillBIIIIIIIIIIIIIIDIIllllklllDIIIIIIIIIIIIIIIK

The small ads on this full page announcement of coming pictures to be
seen at Fischer’s Fond du Lac theatre. Fond du Lac, Wis., paid for this entire
full page ad. Notice the announcement of the prize contest. Louis Lutz is the
manager of the theatre. A better display could have been made of this ad
if a little more white space had been used and the display value could have
been increased with a more frugal use of type.

52

EXHIBITORS HERALD

December 3, 1927

NEW PICTURES

In “New Pictures” the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions” and “Press Sheets” will be published each
week as an exhibitor service.

BLOOD SHIP, THE: Columbia drama, with Hobart Bosworth, Jacqueline
Logan, Richard Arlen, Walter James, Fred Kohler, James Bradbury, Sr.,
Arthur Rankin, Syd Crossley, and others. Directed by George B. Seitz.
Released August 10. Length 6,843.

TYPE AND THEME: The fiendish brutality of its captain has given
“the Blood Ship" its name. Upon it takes place most of the action, which
is extremely frank and earnest and not intended for persons of fragile
nerves.' Contains beautiful shots of the sea and a truthful account of
the ways of burly men. A tender love story subdues somewhat the gaudy
pattern.

BOY RIDER, THE : F B O Western, with Buzz Barton, Loraine Eason,
Sam Nelson, David Dunbar, Frank Rice, and William Runo. Directed by
Louis King. Released October 23. Length 4,815.

TYPE AND THEME: Introducing the boy Buzz Barton to stardom.
And for a kid, he’s a bronco twister, no foolin’. As Red Hepner, he
quits the bandit band that has brought him up, and joining Hank
Robbins, a friend of his dead father, saves the property of a blind
rancher and rescues the latter’s daughter from death. The girl marries
someone else, of course, but one of these days Buzz will be saving ’em
for himself.

BURNING UP BROADWAY: Sterling drama, with Helene Costello, Ernest
Hilliard, Robert Frazer, and Sam Hardy. Directed by Philip Rosen.
Released January 30. Length

TYPE AND THEME: Laid in New York, this one’s full of bootleggers,
sleuths, and one fighting Westerner. Floss, a girl detective, is tempo-
rarily a dancing girl in Spike’s cafe. There she meets Bob, late of
the West. Spike is also a bootlegger, and in a fight between his gang
and detectives disguised as hijackers. Bob returns Spike a slugging previ-
ously given him by the latter, and as the gangsters are placed under
arrest, he claims at last the girl.

HOOK AND LADDER NO. 9: F B O melodrama, with Cornelius Keefe,
Edward Hearn, Lucy Beaumont. Dione Ellis, Thomas L. Browner, and
Johnny Gough. Directed by F. Harmon Weight. Released November 13.
Length 5,240.

TYPE AND THEME: This picture exploits the eternal thrills of fires
and their enemies. Perhaps firemen are almost the only heroes modern
life has left us. Anyway — Johnny and Dan, firemen, are staunch friends
in love with the same girl. But it is Johnny ivho wins her, and then
Dan learns to hate both Johnny and Mary, upon whom he determines to
be avenged. But when Mary and her baby are trapped by fire, it is
Dan who gives his life to save them.

HER WILD OAT: First National comedy-drama, with Colleen Moore, Larry
Kent, Hallam Cooley, Gwen Lee, Martha Mattox, Charles Giblin, and
Julanne Johnston. Directed by Marshall Neilan. Released December 4.
Length

TYPE AND THEME: A whimsical, prankish, lively little yarn for
Colleen. As operator of a lunch wagon in New York, she longs to live
the society life about which her friend Tommy writes in the newspapers.
One night wealthy Philip Latour enters her wagon, and latency when
Tommy has got her into society as a countess, she falls in love tvith him.
Though exposed and back at her wagon, she is pursued by Latour, rvho
still ivants her for his wife.

ISLE OF FORGOTTEN WOMEN : Columbia drama, with Conway Tearle,
Dorothy Sebastian, Alice Calhoun, Gibson Gowland, Harry Semels, William
Welch, and Eddie Harris. Directed by George B. Seitz. Released Septem-
ber 27. Length 5,645.

TYPE AND THEME: “A picturization of primitive passions and
civilized reserve in dramatic conflict under the tropical sun,” say our
agents. Falsely accused of crime, Paine goes to Paradise Island, in the
South Seas, leaving his fiancee behind. There he meets Strot, who has
a native woman, Mama, and rvho in jealousy of Paine, [tries to kill
him. In saving Paine, Marua is wounded. She dies, as Paine’s fiancee
comes to take him home, the true culprit’s confession having cleared his
name. ■ ~

JAKE THE PLUMBER: F B O full-length comedy, with Jess Devorska,
Sharon Lynn, Rosa Rosanova, Ann Brodie, Bud Jamison, Carol Holloway,
William T. Tooker, and Dolores Brinkman. Directed by Edward I.
Leddy. Released October 16. Length 5,186.

TYPE AND THEME: This burlesque serves as the initial American
vehicle of Devorska, his being the title role. He saves the life of
Mrs. Levis, tvife of a ivealthy manufacturer, but loses his job as plumber’s
apprentice and the trust of his sweetheart. Mrs. Levis, however, clears
him with Sarah, then in gratitude gives Jake a tip on a horse race.
The jockey is doped, and Jake rides the nag to victory. Result: Every-
thing’s Jake.

LOVE MART, THE: First National drama, with Billie Dove, Gilbert
Roland, Raymond Turner, Noah Beery, Armand Kaliz, Emil Chautard,
Boris Karloff, and Mattie Peters. Directed by George Fitzmaurice.
Released Length

TYPE AND THEME: This story, of New Orleans in slavery days,
brings romance to the humble home of a tonsorialist. _ J allot is only
a barber but he deeply loves Antoinette, and ivhen she is placed as an
Octoroon on the auction block to settle her father’s debt, he buys and
then frees her. With a razor at a slave-runner’s throat, J allot forces
him to confess that Antoinette is of white and noble blood. The girl
rewards the poor barber ivith her love.

MAN, WOMAN AND SIN: Metro-Goldwyn-Mayer drama, with John
Gilbert, Jeanne Eagels, Gladys Brockwell, Marc MacDermott, Philip

Anderson, Hayden Stevenson, Charles K. French, and Aileen Manning.
Directed by Monta Bell. Released November 19. Length 6,280.

TYPE AND THEME: Bringing the celebrated Jeanne Eagels to the
screen opposite the popular Gilbert. Not an unusual plot but a decidedly
uncommon ending. .41, a struggling young man, gets a newspaper job
and falls madly in love with the society editor, who is the publisher’s
mistress. In a quarrel, Al kills the publisher and is condemned to die.
But the mistresS, at the sacrifice of her reputation, explains, and ac-
quitted, Al faces a new start in life, with fresh determination.

NIGHT LIFE: Tiffany-Stahl comedy-drama, with Alice Day, John Harron,
Eddie Gribbon, Walter Hiers, Lionel Braham, Kitty' Barlow, Mary Jane
Irving, Dawn O’Day, Earl Metcalfe, and others. Directed by George
Archainbaud. Released November 1. Length 6,235.

TYPE AND THEME: After the war in populous, yet desolate Vienna.
Max and Nick, tivo former actors just returned from the war, steal a
living ivith the aid of Max’s sleight-of-hand ability. One day Max

catches Ann stealing his ivatch, and on hearing her story of want,

becomes her friend. Nick objects to their growing love, but later pays

for his selfishness by going to prison in place of Max.

RANGER OF THE NORTH: F B O dog feature, with Ranger, Hugh

Trevor, Lina Basquette, Bernard Seigle, and Jules Rancourt. Directed
by Jerome Strong. Released October 9. Length 4,941.

TYPE AND THEME: A dog picture. This time Ranger is a wild
dog of northern Canada, and making friends with Bob, saves him from a
wolf-dog, an Indiam, and a couple of other rascals, bringing Bob into
safe possession of a gold mine and a girl.

SMALL BACHELOR, THE: Universal comedy-drama, with Andre Beranger,
Barbara Kent, Lucien Littlefield, Vera Lewis, Ned Sparks, Carmelita
Geraghty, George Davis, William Austin, Gertrude Aetor, and Tom
Dugan. Directed by William A. Seiter. Released November 6. Length
6,218.

TYPE AND THEME: Finch, wealthy artist, loves Molly, but Molly’s
mama objects, holding out for Lord Hunstanton, who is broke and
willing. Molly’s papa prefers Finch, so mama also consents, but the
lord prevents the wedding until he is found in a comproniising situation,
whereupon affairs are concluded happily for the lovers.

SHEPHERD OF THE HILLS: First National drama, with Alec B. Francis,
Molly O'Day, John Boles, Matthew Betz, Otis Harlan, Marion Douglas,
John Westwood, Edythe Chapman, and Romaine Fielding. Directed by
Al Rogell. Released December 25. Length

TYPE AND THEME: An adaptation of one of Harold Bell Wright’s
hyper-successful novels. It is laid in the beautiful country of the
Ozarks. Old Matt cam get no one to tend his sheep, because of the
threats of Gibbs, who seeks control of the countryside. Then a stranger
turns up, who recognizes Young Matt as his grandchild. Howitt had
refused to let his son marry Old Matt’s daughter, and now in atonement,
tends the sheep. Gibbs forces an avalanche and is whipped by Young
Matt, who had been inspired to punish him by the love of the girl
Sammy. Finally, Howitt tells who he is and is forgiven.

SHANGHAIED: F B O melodrama, with Ralph Ince, Patsy Ruth Miller.
Alan Brooks, Gertrude Astor, Walt Robbins, and H. J. Jacobson. Directed
by Ralphi Ince. Released October 19. Length 6,004.

TYPE AND THEME: Rough life aboard ship, lurid ivays among dives
in San Francisco — against this background Ralph Ince creates the power-
ful character of Hurricane Riley, captain of a whaling vessel. Robbed,
he blames Polly, a dance hall girl, and shanghais her. Denying his
love for her, he returns her after she causes a mutiny. Later he learns
that she is dancing in the lowest dive to pay him the money he lost.
Hurricane takes her from the dive and they go out to sea together.

THIRTEENTH HOUR, THE: Metro-Goldwyn-Mayer mystery-drama, with
Lionel Barrymore, Jacqueline Logan, Charles Delaney, Fred Kelsey,
"Napoleon,” and Polly Morgan. Directed by Chester M. Franklin and
Errol Taggart. Released November 26. Length, 5,252.

TYPE AND THEME: In this, M-G-M’s new dog, Napoleon, has his
debut. Matt, a young detective, and his dog trail a gang of murderers.
The leader of which is also a prominent business man. Matt falls in love
with his secretary, who helps him expose her employer.

THIRTEENTH JUROR, THE: Universal mystery-drama, with Anna Q.
Nilsson, Francis X. Bushman, Walter Pidgeon, Martha Mattox, Sidney
Bracy, Sailor Sharkey, Lloyd Whitlock, George Seigmann, and Fred
Kelsey. Directed by Edward Laemmle. Released November 13. Length
5.598.

TYPE AND THEME: Juror No. 13, it is to be supposed, is Conscience.
A political machine, wishing to make Marsden jealous, suggests through
one Mr. Quinn that he ivatch his wife and Desmond, who is an old
friend. Enraged, Marsden threatens Quinn’s life, and ivhen Quinn is
shot by Desmond, Marsden is accused and defended, at Mrs. Marsden’s
request, by Desmond, who, when the jury pronounces Marsden guilty,
confesses. When proof is found, Desmond is released on a plea of
self-defense.

TEXAS STEER, A: First National comedy-drama, with Will Rogers,
Ix>uise Fazenda. Sam Hardy, Ann Rork, Douglas Fairbanks, Jr., Lilyan
Tashman, George Marion, Sr., Lucien Littlefield, William Orlamond. and
Mack Swain. Directed by Richard Wallace. Released December 4.
Length, 7,419.

TYPE AND THEME: This one is Will Rogers’ principal venture in
the world of features, and the story, taken frSm a stage play once univer-
sally popular, exploits the shrewd but reticent, plain but witty Westerner
to the full. As a ranchman, he is elected a Congressman from Texas.
Enemies of a darn project seek to prevent his support of the bill, but
he out-smarts ’em with a little lariat throwing and a ivise-cracking
speech.

WARNING, THE: Columbia melodrama, with Jack Holt, Dorothy Revier,
Frank Lackteen, Pat Harmon. Eugene Strong, George Kuwa, and Norman
Trevor. Directed by George B. Seitz. Released November 26.

TYPE AND THEME: A tale of opium peddlers and British detectives,
during the portrayal of which a girl investigator is lured to a London
opium dive, where, after a series of intrigues, double-crossings, opium
trade operations, sleuthing, etc., etc., she is rescued by the head of the
detective squad, whom she feels free to love, now that his true identity
is disclosed. Secret chambers, and underground battle, and an array of
things Oriental, gives the film a sensational character.

December 3, 1927

EXHIBITORS HERALD

53

PRESS SHEETS

ALIAS THE LONE WOLF (COLUMBIA): Ar-
range with your local public library to display
Louis Joseph Vance’s mystery stories, along with
his story “Alias the Lone Wolf,” and suggest a
display of books on criminology, government
secret service department methods and organiza-
tion, etc. Tieup with steamship companies or
with traveling bureaus, and with book stores.
Police paraphernalia used in apprehending crimi-
nals, such as handcuffs, pistols, tear bombs ; and
circular police bulletins, finger print records, and
perhaps a story on famous smugglers or methods
of smuggling, should make an effective lobby
display for this film.

BLOOD SHIP (Columbia) : Make arrangements
with some artist who is interested in publicity
to appear in the window of some vacant store
or in the window of your leading department
store, to paint pictures of old clipper ships, or
other sailing vessels, and marine subjects. This
type of display never fails to get attention, and
if the proper number of stills, posters, teasers
and advertisements are run you should do busi-
ness. Arrange with the leading art store to
feature a display of pictures of various kinds
of ships ; and tieup with the book stores, having
them make a special display of sea stories, includ-
ing Grosset & Dunlap’s special screen edition of
“The Blood Ship,” and some of Conrad's works.
A miniature ship-building contest will interest
many who like to do this kind of work.

BY WHOSE HAND? (Columbia): Across the
face of a large compo-board clock, whose dials
are fashioned after human hands, and whose
numerals are replaced by cut-out portraits of
the principal players, print the following: "‘By
Whose Hand ?’ A dynamic drama of baffling

mystery to be shown at the theatre

(dates) ” If the hands are attached to

a motor so that they will be continually rotating
the display should be a box office bet. Arrange
with a store handling gloves to display some
odd-sized gloves in their window, with a placard
reading something like this: “Come in and see
if your hands can wear them. These gloves will

be given away free at the theatre,

on (dates) during the showing of the pic-

ture 'By Whose Hand?’ ”

CHEER LEADER, THE (Gotham) : Take some
amateur motion pictures of the local football
team and run them in conjunction with this pic-
ture. If you can run this film when the schools
or colleges are initiating their underclassmen, try
to get them to do the dirty work on your stage.
The entire student body, and friends of the school
will want to be in on this, and in places where
it has been tried it has gone over big. All the
merchants in a college town are more than
willing to tieup with anything that has any
connection with the local school, or with colleges
in general, and the theatre owner should always
remember this.

COLLEGE HERO, THE (Columbia) : If yours
is a college town, or if the local high school
has organizations into which members must be
initiated, get these organizations to have their
initiates dress up in outlandish collegiate attire
and parade around the town before the showing
of the picture. Then during the performances
have these organizations make their prospective
members cavort around in front of the theatre.
This is an old stunt but it is sure to work,

and if put over right ought to get a break in
the town, school, and college papers. Sponsor a
"Collegiate Car Expressions” contest, tying up
with the schools and newspapers.

DISCORD (Pathe) : Copy for tieups with radio
dealers could read “There is no ‘Discord’ in the

family when you have a radio.” In

the picture the girl does an imitation of Lady
Godiva’s famous ride and this subject should

prove an interesting one for a lobby display, or
for copy for newspaper stories. Some reasons
for discord in the family are given and may be
printed as teasers or as throwaways. These

reasons are taken from the suggestions given by

the letters in the word “discord” and are: dress,
irksome surroundings, some other man or girl,
cooking, money, relations, and dancing !

HONEYMOON HATE (Paramount) : "A silent
salesman who demands no salary” says this
press sheet in advertising window cards. This
story was published in The Saturday Evening
Post and it6 locale is Venice, with occasional
shots of London and Paris. A tieup with candy
dealers can read “Prevent Honeymoon Hate or
marriage discord by taking home a box of
Brown’s Bon Bons at least once a week. Don't
forget to take wifey to see Florence Vidor’s
new Paramount comedy HONEYMOON HATE

which is now playing at the theatre. You’ll

both like it.” Copy for travel bureau advertise-
ments can read "Prospective newlyweds ! No

PRESS SHEETS, a new and
exclusive HERALD service,
offers to exhibitors the high-
lights of advertising and ex-
ploitation as presented in the
press sheets issued by the
companies on e>ach of their
releases.

IN THIS department also will
be offered reproductions of
the newspaper ads and other
ad sales which are created for
the purpose of aiding exhib-
itors in their daily task of
building patronage.

such thing as HONEYMOON HATE when we
arrange your trip. Get in touch with us imme-
diately.”

IRRESISTIBLE LOVER, THE (Universal):
There are some hot suggestions in this press
sheet and if followed out will be certain to sell
this picture to those who like this kind of stuff.
One idea is to send a love letter to all the
married women from “the irresistible lover.”
Another idea is a love advice folder, entitled
“How to become an Irresistible Lover” ; mail a
letter or card to every girl in town reading
“Have you met the Irresistible Lover? He will

be at „ (location of theatre) — next

(dates for showing) ” For the news-
papers have them run a forum on “What makes
an irresistible lover ?”

ISLE OF FORGOTTEN WOMEN (Columbia) :
All the stills shown in this sheet are very good.

SPACE FOR DATE

This is a reproduction from the press
sheet of the Gotham picture, “ The
Satin Woman” with Mrs. Wallace
Reid. It is printed for a brilliant
three-color window card, in blue,
orange, and black; may be used as the
back or front of a de luxe herald
which is also printed in colors; or it
may be run as a one or three column
ad cut.

As the story is of the tropics, your lobby should
be given a South Seas atmosphere : and a timely
presentation could be staged by having Hawaiian
music and dances precede the picture. Arrange
with the leading beauty specialist for a tieup
in her window reading “Guard against becoming
one of the ‘Forgotten Women.’ Keep yourself
looking your best. Perhaps you could get some
suggestions on this problem by seeing the ‘Isle
of Forgotten Women’ that is now playing at

the. - theatre.” A dandy newspaper

stunt would be an essay or editorial contest on
“Why Are Women Forgotten?”

MAIN EVENT, THE (Pathe) : This is a story
of a cabaret dancer and a prize-fighter. Run
a contest to find out who is the best girl
fancy ballroom dancer in town, and when, by a
process of elimination she is finally chosen, have
her make personal appearances at each perform-
ance. Pull off a rope-skipping contest or better
still, a contest to see who is the best heavyweight
boxer in town. Have the best-known fighter or
the champion boxer of the territory appear during
the showing of the film. Get pictures of the
Tunney-Dempsey battle for your lobby displays.
Don’t be afraid to show photographs of those
who are entrants in whatever contests you run
or sponsor.

MY FRIEND FROM INDIA (Pathe) : Have
ushers dressed as Hindus, and let them distribute
to patrons sticks of chewing gum wrapped in
paper displaying the title of the film and the
words “My friend from India likes this gum.
Why don’t you try it?” Offer prizes for the
best essays on “The Hidden Mysteries of India.”
This sheet announces that in the future practi-
cally all Pathe-De Mille pictures will be accom-
panied by a popular musical featui'e theme-sheet,
printed especially to help interpret the action of
the film. By an arrangement with Villa Moret,
music publishers, a two or three weeks’ sales
campaign will precede the showing of the films,
in order that the new music will be known by
that time.

ONE GLORIOUS SCRAP (Universal Western
Thrill Series) : Tieup with the newspapers for
a composition contest on “Some of the stunts I
have seen Fred Humes perform,” or “Why I like
Western pictures.” As prizes for the winners,
give pictures of Humes or stills from the picture.
Different “club” ideas have been worked with
good success in places and along with the Uni-
versal Thrill Series you might organize a Thrill
Feature Club for the school children. Something
like this, however, must be “put over” in the
right way or it may not be an asset to your
theatre.

SALLY IN OUR ALLEY (Columbia): This is
a good looking press sheet, with each page de-
voted to a particular phase of showmanship in
connection with the picture, including synopsis,
advance stories, brief biographies, during-run
stories, news shorts, prepared reviews, feature
stories, exploitation, and advertising cuts, etc.
Work a radio tieup by having a popular artist
broadcast the song during and preceding its run
at your theatre, at the same time announcing
at the station that the picture “ ‘Sally in Our

Alley’ is playing at the - theatre.”

And of course this picture should be tied up
with music stores.

STAGE KISSES (Columbia). Consult the city
librarian and try to find pictures of the different
ways of kissing in other days and in other
countries, and then display them in your lobby
with the title, “How well do you know your
kisses? Look at this array and then see STAGE

KISSES which will be shown here — ”

If possible arrange with a local candy store to
have pretty girls dressed in stage costumes dis-
tribute samples of candy kisses' in the lobby
and on the street corners. If you will stage a
dancing endurance contest in your theatre and
keep the public informed about the particulars,
you are sure to get returns at the box office.

THAT’S MY DADDY (Universal) : There are
several angles in this picture for merchants’ co-
operation: first, they should contribute children’s
clothes' for. your lobby, second, they should go in
for a double spread cooperative ad, and third, they
should contribute window space. In connection
with " such displays the announcement of a
“Children’s Fashion Exhibit” to be held on the
stage at your theatre during the showing of the
picture, should be made, and rules of the com-
bination contest and exhibit given. A baby
parade and a “Best Baby” contest can be staged.
Also, the Helbein-Stone watch company of New
York are being supplied with pictures of Reginald
Denny, who plays in the film, for jewelers’
window displays. Free serialization mats are
supplied for newspaper runs.

54

EXHIBITORS HERALD

December 3, 1927

AVAILABLE ATTRACTIONS

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

My — Mystery

Where the picture is a comedy-drama, comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

New

Title Players Length Released Pictures

Columbia

Alias the Lone
Wolf (D)

Blood Ship, The (M)

By Whose Hand? (MyD).
College Hero, The (CD).
Isle of Forgotten

Women (D) —

Opening Night, The (D).
Sally in Onr Ally (M)...

Stage Kisses (D)

Tigress, The (M)

Warning, The (M)

Lytell-Wilson

Bosworth- Logan
Cortez- Gilbert .
Agnew-Garon ...

Tearle-D. Sebastian ...

Windsor-J. Bowers.

.Mason-Alien

Harlan-Chadwick

Holt-Revier

Holt-Revier

...5831 Aug. 22

...6843 Aug. 10

...5432 Sept. 15

...5628 Oct. 9

. 5645 Sept. 27

_ Nov. 14

...5892 -Sept. 3

...5435 Nov. 2

...5357 Oct. 21

Nov. 26-

..Dec. 3

Excellent

Back to Liberty -

Bowery Cinderella (D)— O’Malley-Hulette

Nest, The (D). Frederick-Herbert

FBO

Aflame in the Sky (M).-.Luden-Lynn

Bandit’s Son, The (W)...Bob Steele -

Breed of Courage (D)... .Ranger

Boy Rider. The (W> Buzz Barton

Cherokee Kid, The (W)-Tyler-Lynn

Clancy’s Kosher

Wedding (CD) .George Sidney

Coney Island (D) — Xois Wilson

Coward, The (D) ..Warner Baxter

Dead Man’s Curve (D)„. Fairbanks, Jr

Desert Pirate (W) -....Torn Tyler

Flying U Ranch,

The (W)

Gambler’s Game,
The (W)

5980

...6900 Nov. 26..

...7393 Nov. 26..

..Nov. 26
..Nov. 26

Dec. 18

..4765 Nov. 20

.4910 -Aug. 7

..4858 Oct. 23..

..4837 Oct. 30...

...Dec. 3
..Nov. 26

,.5701 Sept. 17

Jan. 13

..5093 Aug. 21

.5511 Jan. 15

..4754 Dec. 25

Great Mail Robbery,
The (M)

Hook and Ladder

No. 9 (D)

In a Moment of
Temptation (M).

Judgment of the

Hills (D)

Legionnaires in

Paris (C)

Little Mickey Grogan
(D)

4913....

Tom Tyler—

....Oct. 30

6300....

—Oct. 2

6507....

7014....

...Nov. 23..

59-40

—Nov. 13..

5665 .

....Sept. 18

5186

6481 —

....Nov. 6

....Dec. 27

5815....

Jan. 30

i Bob Steele.

4924....

Sept. 25

..Nov. 26

—Nov. 19
—Dec. 3

Dec. 3

..Nov. 12

6140 Aug. 31

..4941 Oct. 9...

_ 6004 Oct. 19-

..4886 Dec. 4

..6388 Dec. 10-

-4892 Dec. 11

Moon of Israel (D) Maria Corda

Not for Publication (M).. Ralph Ince. -

Racing Romeo (D) Red Grange

Ranger of the

North (D) Ranger

Shanghaied (M) Ralph Ince

Slingshot Kid, The (M).... Buzz Barton

South Sea Love (D) Patsy Ruth Miller —

Swith Shadow, The (D).. Ranger

Wizard of the

Saddle (W) Buzz Barton - Jan. 22

First Division

Death Valley (W) Carroll Nye 5900 Oct. 1

Finnegan’s Ball (C) .Mack Swain 6750 Sept. 15

Love in a Cottage. Betty Compson Dec. 1

Merry Wives of Windsor.. Pauline Garon .Dec. 15

Polly of the Movies Gertrude Short 6900 Nov. 1

Ragtime (D) De la Motte 6700 Sept. 1—

Return of Boston

Blackie (D) Glenn-Palmer 5700 Aug. 1

Say It With Diamonds Betty Compeon 5900 Aug. 15

Temptations of a Shop

Girl Betty Compson — Oct. 15

First National

6333 Oct. 9...

American Beauty (D) Billie Dove.

Breakfast at

Sunrise (CD) Constance Talmadge. 6042 Oct. 23

Title

New

Camille

..Dec. 3
...Dec. 3

..Nov. 12

Her Wild Oat (CD).

( Previous title :
ana)

Man Crazy (CD).
Noose, The (D)...

Rose of the Golden

-Nov. 26

-Nov. 19
..Nov. 12

Shepherd of the

Smile, Brother,

Valley of the

Players

Length

Released

Pictures

..Norma Talmadge

.. Harry Langdon

— 8692

.6380

..Sept. 4
..Feb. 12
..Oct. 16

...Nov. 12

6802

7133

..Nov. 13—

6288

Dec. 3

..Corda-Stone

...Colleen Moore

6524

..Jan. 8

..Nov. 20...

Dec. 3

...Nov. 26

....6712

..Sei>t. 18

..Dec 18

4-

.... 5542

..Nov. 27...

...Nov, 26

6431

..Oct. 30—

—Nov. 12

— 6214

— 6477

...Oct. 2—

—Nov. 19

..Jan. 22

Dec. 3

.....6669

...Sept. 11

7419

...Dec. 4 ....

-.Milton Sills

..Dec. 11

Fox

Arizona Wildcat,

The (W) Tom Mix - - 4665 Nov. 20-

Blackjack (W) Buck Jones 4777 Sept. 25

Blood Will Tell (W) Buck Jones 4556 Nov. 13

Branded Sombrero, The _ „

(W) . Buck Jones Jan. 8

•Cameo Kirby (D) John Gilbert 6078 Aug. 28

Chain Lightning (W) Buck Jones 5333 Aug. 14

C°(CD)° Olive Borden -Dec. 25

E SSideS'd<D)™CSt . O’Brien-Valli 8154 Oct. 9

$5,000 Reward (W) Tom Mix ----- Jan- 15

Gay Retreat, The (C) Cohen-McNamara - 5524 Sept. 25

Gir*‘ ,V?rv®Very P°rt’ Victor McLaglen - Jan. 29

High School' ^Hwo'('C)':.-:Phil>I>s-Stuart 5515 ?aCn 22

757" John Giltert::::-- 4S51 Sept. 18

Honor First (D) 0]. Borden 6162 Sept. 18

Joy,. Glr'- The (CD> - Valli 5599 Nov. 20-

Lad.es Must Dress «»)- * ‘’gJSL-M Rio 8538 Sept. 4

Loves of Carmen (D) g.c£?|£.Valli 6898 Aug. 4

Paiamas (°CD) TBorden-Gray 5876 Oct. 23

Publicity Madness (CD) -Moran -Lowe 5893 QOct 2

Seventh Heaven (R) Farrell-Gaynor - 10726 Oct. dO

•Shame (M) John Gilbert. - 5467 Nov. 27-

Sharp Shooters O Brien-Moran - Jan. 15

Silk Legs (CD) Madge Bellamy —Dec. 18

IS \ty <W)

•St? Elmo (M)~ John Gilbert 4943 Oct. 9

Tumbling River (W) Tom Mix-Dwan 30

Two“gr”s Wanted (CD) -Janet Gaynor 6293 Sept. 11

Very Confidential (CDL.Madge Bellamy 5620 ...J4ov 6

What Price Glory (CD)-McLaglen-Lowe 11109— --Aug. 28

Wizard, The (MyD) Lowe-Hyams ----- Dec. 11

Wolf Fangs (D) Thunder (dog) 5531 Nov. 27

Woman Wise Russell-Collyer - Jan. 8

-Nov. 19
..Nov. 12

..Nov. 19

..Nov. 26

.Nov. 12

Gotham

Bare Knees (D) Mae Busch

Blondes by Choice (C)— Claire Windsor

Cheer Leader, The (CD)..Graves-01msted

Fruit of Divorce,

The (D) Percy Marmont —

Girl from Rio, The (D)-Carmel Myers

Rose of Kildare,

The (D) Helene Chadwick —

Satin Woman, The (D).... Mrs. Wallace Reid-
United States Smith (D)-All Star Cast

6000 Feb. 1

_ 6987 Oct. 1

5800 .Nov. 15

6200 Dec. 1

5950 Sept. 1 Nov. 26

6700 Aug. 15-

6750 Aug. 1—

7000 Jan. 1

..Nov. 19
..Nov. 19

Metro-Goldwyn-Mayer

Adam and Evil (CD)— .Cody-Pringle

Adventurer, The (W) Tim McCoy

After Midnight (D) Shearer-Gray

Annie Laurie (D) — Lillian Gish ....

Becky (CD) Sally O’Neil

Ben Hur (M) - Ramon Novarro

Big City (D) Lon Chaney.

Big Parade, The (M)„. .Gilbert-Adoree — —

Body and Soul (D) Kerry-L. Barrymore .

Bridal Night, The (D).„. Norma Shearer _..

Bugle Call, The (D) Jackie Coogan

Buttons (CD) -

Certain Young Man

A (D) Novarro- Adoree —

Cossack, The (D) John Gilbert.

Divine Woman, The (D)-Garbo-Hanson

6667 Aug. 27

4709 Dec. 10

6312 Aug. 20

8730 Sept. 17

6439 Nov. 12..

—12000 Oct. 8 —

—Nov. 26
..Nov. 12

-12550 Sept. 10

..5902 Oct. 1 Nov. 26

.Dec. 31

,.5821 -Aug. 6

.6050 Dec. 24

Sept. 24

Jan 14

December 3, 1927

EXHIBITORS HERALD

55

New

Title Players Length Released Pictures

Fair Co-ed, The (CD) Marion Davies 6408 Oct. 16 Nov. 19

Foreign Devils (W) Tim McCoy 4658 Sept. 3

Garden of Allah,

The (D) Terry-Petrovitch 8156 Nov. 5 Nov. 19

His Night (D) Novarro-Adoree Jan. 7

In Old Kentucky (D) J. Murray-H. Coetello 6646 Oct. 29 Nov. 26

Law of the Range,

The (W) - MeCoy-Crawford — .

( Previous Title: The
Texas Ranger)

London After Midnight

(D) Lon Chaney Dec. 3

( Previous title: London

After Dark)

Dec. 17

Man, Woman and

— 6280..

Nov. 19...

Dec. 3

— 5957-

Aug. 13

{Previous title: Terror)

P?it<sy The (CD)

7193..

Jan. 28

Road to Romance, The

—6681..

Sept. 24

J. Murray-Crawford.

Spring Fever (C)

William Haines

—6705...

Oct. 22

...Nov. 12

(W) Mc-uoy-uaw OiSU. uec. HI

Tea for Three (C) Cody-Pringle -.6273 Dec. 10

Thirteenth Hour, XT „

The (D) Lionel Barrymore 5252 Nov. 26 Dec. 3

West Point (CD) Haines-Crawford Jan. 21

Paramount

Barbed Wire (D) Negri-Brook _,6951 Sept. 10

Beau Geste (M) Colman-N. Beery 9879 Aug. 1

Beau Sabreur (M) Cooper-Brent Jan. 7

Big Sneeze, The (C) Beery-Sterling . — - Oct. 8

Chang (D) (Jungle Life) 6536 Sept. 3

City Gone Wild

The (M) Meighan-Millner 5408 Nov. 12

*Covered Wagon,

The (M) Kerrigan- Wilson 7447 Aug. 6

Fireman Save My

Child (C) Beery-Hatton 5399 Aug. 1

Gay Defender, The (CD)..Richard Dix Dec. 10 Nov. 12

Gentleman of Paris,

A (CD) Menjou-O’Hara 5927 Oct. 15

Get Your Man (CD) Clara Bow — 5889 Dec. 10

Glory Girl, The (CD)— .Esther Ralston Jan. 21

Honeymoon- Hate (CD) — Florence Vidor 5415 Dec. 3

Honky Tonky (M) George Bancroft Dec. 24

Hula (CD) Bow-Brook 5862 Aug. 27

Jazz Orphan, The (CD)-.Esther Ralston . — _...Jan. 14

Jesse James (D) — Fred Thomson 8656 Oct. 22

Last Command, The (D)..Emil Jannings Jan. 21

Last Waltz, The (D) -Special Cast 6940 Nov. 26

Legion of

Condemned, The Wray-Cooper.

Mme. Pompadour (D) Moreno-D. Gish 7180 Aug. 13 Nov. 26

Metropolis (D) Special Cast 8039 Aug. 13

Nevada (W) Cooper-Todd 6258 Sept. 10

Now We’re in

Dutch (C) Beery-Hatton —Jan. 14

One Woman to

Another (CD) Vidor-Shotwell 4022 Sept. 24

Open Range (W) Lane Chandler Nov. 5

Pioneer Scout, The (W).. Fred Thomson Jan. 21

Red Hair (CD) Bow-Rogers Jan. 14

Road to Glory, The (D).. Jannings-Brent.

Rough Riders, The (D) Astor-Farrell . — 8443 Oct. 1

Running Wild (C) — Fields-Brian 8368 Aug. 20

Santa Fe Scout,

The (W) -Fred Thomson Jan. 21

Secret Hour, The (D) Negri-Hersholt Dec. 24

Serenade (D) — Menjou-Wray Dec. 31

Service for Ladies (C) — Menjou-Carver 6170 Aug. 6

Shanghai Bound (D) Dix-Brian — 6515 Oct. 15

She’s a Sheik (C) Bebe Daniels 6015 Nov. 12

Shootin’ Irons (W) Luden-Bronson 5179 Oct. 8

Soft Cushions (C) MacLean-Carol 6838 Aug. 27

Spotlight, The (CD) Ralston-Hamilton Nov. 19

Street of Sin (D) Jannings-Wray .Dec. 10

Stark Love (D) — -.Special Cast 6203 Sept. 17

Swim, Girl, Swim (CM)-Daniels-Hall 6124 Sept. 17

Tell It to Sweeney (C).-.Conklin-Bancroft -.6006 Sept. 24

Two Flaming

Youths (C) - Fields-Conklin Dec. 17

Underworld (M) Bancroft-Brent 7453 Oct. 29

Way of All Flesh,

The (D) - Jannings-Bennett 8486 Oct. 1

We’re All

Gamblers (D) Meighan-Millner -5935 Sept. 3

Woman on Trial (D) Pola Negri 5960 Oct. 29

Pathe

Almost Human (CD) Reynolds ....Oct, 18

Angel of Broadway,

The (D) Leatrice Joy 6555 Sept. 26 Nov. 19

Blue Danube. Leatrice Joy.

Border Blackbirds (WD)-Maloney-E. Gilbert. 5326 Aug. 28

Chicago (M) - Phyllis Haver.

Country Doctor, The (D)-Schildkraut —7400 Aug. 22

Discord - 8586 Nov. 20

Dress Parade (D) Boyd-Love -.6599 Nov. 11 Nov. 19

Fighting Eagle, The (M)-LaRocque-Haver —.7972 Aug. 29

Forbidden Woman,

The (M) Jetta Goudal 6568 Nov. 7 Nov. 12

Free and Easy (F) Prevost Jan. 16

Flying Luck 6400 Nov. 27

Girl From Every-
where, The (C) Mack Swain —.3303

Girl in the Pullman,

The (C) _.Prevost-Ford

... 5867-

Gold From Weepah (W) _.. .

....4968..

Harp in Hock, A (D) Rudolph Schildkraut ....

His Foreigm Wife

5990-

—.4732

Nov. 27

...Nov. 12

Hidden Aces (M) — Hutchison-Calhoun

4620-

Aug. 7

New

Title Players Length Released Pictures

Interferin’ Gent,

The (W) Buffalo Bill, Jr 4864 Aug. 21

Leopard Lady, The (M) ..Logan-Hale Jan. 2

Main Event, The (D) Reynolds-Delaney 6472 Nov. 18 Nov. 19

My Friend from

India (F) PangbornFair - —Nov. 27

On to Reno (D) Prevost-Landis Dec. 10

Phantom Buster,

The (W) Roosevelt-Rayford 5000 Aug. 14

Pieces of China — (Travel in China) 6000 Aug. 7

Roarin’ Broncs (W) 4375 Nov. 27

Rush Hour, The (C) Prevost-Ford Dec. 31

Stand and Deliver Rod La Rocque.

Turkish Delight (C) Sehildkraut-Faye 5397 Nov. 11 Nov. 26

Walking Back (M) Reynolds ..._ Jan. 23

White Pebbles (WD) Wally Wales 4485 Aug. 7

Wise Wife, The (C) Haver-T. Moore 5610 Nov. 19

W reck of the

Hesperus, The (M)..._ .Hale-DeGrasse Oct. 10 Nov. 26

Rayart

Casey Jones (CD) - Price-Lewis Jan.

Heart of Broadway,

The (D) Garon-Agnew Jan.

Heroes in Blue (M) Bowers-Rand -Nov.

Law and the Man,

The (D) Santschi-Brockwell Dee.

On the Stroke of

Twelve (M) D. Torrence Nov.

Wanderer of the

West, A (W) Tex Maynard Nov.

Wild Bom (W) Tex Maynard Dec.

Sterling

Burning Up Broadway

(D) H. Costello-R. Frazer Jan. 30 Dec. 3

Marry the Girl (CD) - -

Outcast Souls (D) Lewis-Bonner 5400 Dec. 15 Nov. 12

Pretty Clothes (D) J. Ralston-Walker 5500 Oct. 15

Stranded (D) Mason-Wm. Collier, Jr Aug. 15

Tiffany-Stahl

Bridal of Pennacook,

The (Indian picture in colors) Nov. 1

Comrades (D) Fishing Village Romance -No. 15

Girl from Gay Paree,

The (F) Lowell Sherman — 5233 .Sept. 15 — Nov. 19

Haunted Ship,

The (M). - Dec. 1

King of Sports (D) Sept. 15

Lightning (W) J. Rateton-R. Fraser 6049- Sept. 1

Me and My Pal Dec. 15

Memories (D) Oct. 1

Night Life (CD) -6235 -Nov. 1 Dec. 3

North of Suez Jan. 1

Once and Forever (D)-Patsy Ruth Miller 5639 Oct. 15 Nov. 12

Roamin’ ’Round the

Caribbean Oct. 15

Romany Love (R) Dec. 1

Scarface (D). — . Jan. 15

Streets of Shanghai

(RD) Starke-Harlan Dec. 15

Wild Geese (D) Belle Bennett. Nov. 15

Woman Against the

World (D) Olmstead-Ford Jan. 1

Women’s Wares (D)....,„ .Brent-Lytell 5614 Oct. 1 Nov. 12

Universal

Air Patrol, The (W)

Alias the Deacon (CD)...
Back to God’s

Country (D)

A1 Wilson

6869..

Jan. 1

5751..

...Nov, 12

Border Cavalier,

The (W)

4427-

Buck Privates

Call of the Heart,

The (W)

Cat and the Canary,

The (My) ..

.Dynamite

7790..

Cheating Cheaters (C)

5623-

Chinese Parrot, The
(MyD)

.Nixon-Turner

—.7304-

Oct. 23...

Clean Up Man, The
(W)

Ted Wells

Dec. 18

Cohens and Kellys

in Paris (C)

Desert Dust (W)

Fangs of Destiny (W)...
Fearless Rider, The

(W)

Finders Keepers (CD)

Sidney

Ted Wells

Fred Humes

Laura La Plante ...
Kerry-Stone.

Feb. 5

Hoot Gibson

5503..

Nov. 20

Hey, Rube

Irresistible Lover,

Th<* (CD)

Hoot Gibson.

Kerry-Moran

6958-

Les Miserables (M)

Gabrio-Toulont

7713..

5862..

Oct. 23

_Nov. 12

Man Who Laughs, The...

. Veidt-Philbin.
Veidt-Kent

6135..

Mile-a-Minute-Love (C).

One Glorious Scrap

Out All Night (C)

Painted Ponies (W)

Paris or Bust (C)

Denny-Kent

Humes-Holmes

Denny-Nixon

6170

Nov. 20

5416...

Tyron-Miller

Hoot Gibson

Silk Stockings

6166...

A1 Wilson

4393..

Small Bachelor, The (C).

Straight Shootin’ (W)

Thirteenth Juror,

The (D)

Beranger-Kent

6305..

Wells

Bushman-Nilsson ...

5598..

Oct. 16

13 Washington Square...

.Jean Hersholt.

4041..

.Denny-Worth

.Nov. 27

5192...

Nov. 27

Wild Blood «...

Wolf’s Trail

.Rex.

Dynamite, the dog...

4167...

Oct. 2

56

EXHIBITORS HERALD

December 3, 1927

United Artists

Circus, The Charlie Chaplin _...

College (C) Keaton-Cornwall 6900.

Devil Dancer, The Gilda Gray ...

Douglas Fairbanks as

the Gaucho Fairbanks

Dove, The (M) Norma Talmadge

Drums of Love Mary Philbin

Garden of Eden, The C. Griffith-Ray

Magic Flame, The (M) Colman-Banky 8550.

My Best Girl (M) Mary Pickford — •

Ramona (D) Del Rio ......

Sadie Thompson Gloria Swanson

Sorrell and Son Warner-Nilsson

Tempest (M) John Barrymore

Warner Brothers

Beware of Married

Men Irene Rich.

Brass Knuckles (D) Blue-Bron6on —6330.

Broadway Kid, The Jessel-Ferris -

Bush Leaguer, The

(CD) _.Monte Blue 6281.

Sept. 10

.Jan.

.Jan.

.Nov.

.Sept. 24

.Nov.

.Jan.

.Dec.

.Nov.

.Dec.

.Dec. 3
..Sept. 10

.Aug. 20

Desired Woman, The

(M) Irene Rich _ 6408-

Dog of the Regiment,

A (M) Rin Tin Tin 5003-

First Auto, The Oldfield-Miller 6767..

Fortune Hunter,

The (C) Syd Chaplin 6639-

Girl from Chicago,

The (M) Nagel-Loy 5978...

Ginsberg the Great (C)....Je6sel 5390-

Glorious Betsy Dolores Costello.

Good Time Charley (D)....01and-H. Costello -6302-

Jaws of Steel (D) Rin-Tin-Tin 5569-

Little Snob, The May McAvoy.

Missing Link, The (C Syd Chaplin 6485-

Old San Francisco (M)....D. Costello-Oland 7961..

One Round Hogan (M) Monte Blue 6357-

Race for Life Rin-Tin-Tin.

Reno Divorce, A (D) May McAvoy 5492-

Sailor Izzy Murphy (F).„. George Jessel 6295-

Sailor’s Sweetheart,

A (C) Fazenda-C. Cook 5685-

Silver Slave, The (D) Rich-Ferris 6124..

Slightly Used McAvoy-Nagel 6412..

When a Man Loves (R)-Barrymore-D. Costello —10081

Aug. 27

—Oct. 29
Sept. 18

Nov. 7

.Nov. 5

-Nov. 26

Nov. 12

Sept. 17

Aug. 7

Sept. 4

Sept. 17

Oct. 22

Oct. 8

Sept. 24

-Nov. 9

Sept. 3

Aug. 21

LETTERS .
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Winning Confidence

COIN, IA. — To the Editor: I have
been a reader of your excellent magazine
for quite a long time and do not see how
I can get along without it.

I have never reported on a picture yet,
as I feel that I have not had experience
enough to report on pictures and do the
other fellow any good.

Have been managing out little show
about four and one-half years. We show
only one picture per week. Am enclosing
our ad and the review on “Adam and
Evil.” We had a good business on it and
not one adverse comment. Many came to
see it the second time.

Some stayed away, but several came out
who have not been in the habit of coming.
Several whom I thought might be offended
said that they could not see anything wrong
with the picture and enjoyed it very much.
Following is my statement published in the

local newspaper. — Lee F. Cowger, Sun
theatre, Coin, la.

At the Sun Theatre

“A theatre owner in a nearby city once
acted as if he had a patent on telling the
truth about Ins' pictures ; he called himself
The Honest Movie Man. We learned that
he did not have a patent and that any one
may tell the truth about his pictures. So
here goes. Wherever the word we appears
in this article, it does not mean the editor
of this paper; it means the manager of
The Sun Theatre.

“A few weeks ago, we bought what we
think is a great bunch of pictures. A
short time after, we read a review on the
picture which we have for Friday and
Saturday of this week, ‘Adam and Evil.’
The reviewer said that it was not a small
town picture, but for sophisticated city
audiences it would go over big. It is a
fact that lots of people think some pic-
tures are that way. We have seen several
pictures in the cities and enjoyed them im-
mensely, but felt that we should not get
them for Coin, and then wondered why.
We were quite alarmed after reading the
review and as the picture was in Clarinda
a short time ago, we went to see it, to
decide whether or not we should play it.
We are going to play it, even though it
is a snappy, spicy farce comedy. The
Clarinda audience seemed to enjoy it, and
so did two Coin people.

“No, it isn’t a dirty picture, but it is full
of spice. It is a story of ‘Adam’ and
his twin brother who look so much alike
that no one can tell them apart. If you
think you are sophisticated enough or wish

to see it out of curiosity it’s all right,
come ahead. But if you are afraid to take
a chance on it, better wait, until next
week and see ‘Annie Laurie’ which will be
here Thanksgiving night, and the two fol-
lowing nights.

“It has' been the custom of the Young
Women’s Home Missionary society to give
a play each year, the profits of which went
to home missions. This year they are
sponsoring ‘Annie Laurie’ and will get
thirty five per cent of the advance sale.
‘Annie Laurie,’ starring Lillian Gish, is one
of the best pictures which we have booked.
You need not be afraid of this one. We
saw this picture and recommend it very
highly. It is well worth a raise in admis-
sion but we will have it at regular prices,
25 cents and 10 cents. The Y. W. H. M. S.
have the ticket coupons now for sale. We
urge you to buy them from them ; they will
get thirtyfive per cent of it and the money
will be used in a worthy cause.

MANAGER SUN THEATRE.”

Warners Doing
4 Films on 23
Day Schedules

(Special to the Herald)

LOS ANGELES, Nov. 29.— The last
four pictures on the Warner Brothers
schedule are now in production with
definite orders that they must be completed
within 23 days of shooting. The studios
will close on December 15, and it was
learned that the vacation time may be ex-
tended to March.

The pictures remaining to be shot are
“The City of Sin,” which Archie Mayo
will direct ; “Tenderloin,” which Michael
Curtiz will direct; “Domestic Troubles,”
which Ray Enright will direct ; and “Rinty
of the Desert,” which Ross Lederman will
direct. Dolores Costello will star in “Ten-
derloin.”

The schedule upon which the Warner
Brothers 1927-28 program was made was
mapped out by Warner executives in Sep-
tember of 1926. Every picture has been
started on time and with an average of
five pictures in work at all times. It has
been proven that a schedule designed to
a year in advance of production can be
followed successfully. The four last pro-
ductions will be finished within a day of
the time set by them in September of 1926.

Jack Warner will spend his vacation on
the continent. Darryl Zanuck, associate
executive for Warner Brothers, will spend
two months in Europe combining business
with pleasure. William Koenig, studio
manager, will make a two months trip to
Honolulu. Mr. Warner stated today that
the company will continue to plan its pro-
duction schedules 12 months in advance of
the beginning of the studio year.

STANLEY GROSS EUGENE ARNSTEIN ROBERT GROSS

The Badger State is in the Herald’s “Youngest Exhibitor” club with a bang, it
seems. Here’s three carrying the Wisconsin colors to the nation-wide fray, all
of them managers of Milwaukee Theatre Circuit houses. Stanley Gross is
director of the new and palatial Venetian at the age of 24, having held his £rst
managerial job at 18. His brother Robert, who is 22, began his managerial career
also at 18. He now runs the Riviera. Arnstein was made a manager when only
17, and after steady promotion, was recently named, at the age of 20, director of
the Kosciuszko. Some trio, eh? Verily, this “contest” is getting more interest-
ing every day!

December 3, 1927

EXHIBITORS HERALD

57

.... „ 1 1.» " ■ I T - - ? 7 • - 1

II

pi BOX OFFICE TICKER

| C'the HERALD System for determining

the definite attraction values

fUH

of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

No Man's Gold (Fox) 79.72%

Rookies (MGM) 79.06%

The Iron Horse (Fox) 78.61%

The Mysterious Rider (Par) 77.70%

Irene (FN) 76.75%

Laddie (FBO) 76.31%

Chip of the Flying U (U) 75.60%

The Great K. and A. Train Robbery (Fox) ..74.80%

Keeper of the Bees (FBO) 74.33%

The Cohens and Kellys (U) 74.28%

The Vanishing American (Par) 73.95 %

Tell It to the Marines (MGM) 73.47%

Hills of Kentucky (WB) 73.33%

Naughty But Nice (FN) 72.76%

The Calgary Stampede (U) ..72.54%

The Last Trail (Fox) 72.40%

The Phantom of the Opera (U) 71.90%

The Winning of Barbara Worth (UA) 71.87%

Arizona Sweepstakes (U) 71.42%

The Magic Garden (FBO) 71.34%

Tillie the Toiler (MGM) 71.14%

The Volga Boatman (PDC) 70.68%

Johnny Get Your Hair Cut (MGM) 69.64%

The Bat (UA) 69.47%

The Gorilla Hunter (FBO) 69.43%

Slide, Kelly, Slide (MGM) 68.97%

The Gentle Cyclone (U) 68.81%

Ella Cinders (FN) 68.46%

The Sea Beast (WB) 68.45%

It (Par) 68.25%

The Son of the Sheik (UA) 68.09%

The Man on the Box (WB) 67.70%

Tarzan and the Golden Lion (F B O) 67.64%

Mr. Wu (MGM) 67.57%

The Scarlet West (FN) 67.40%

The Tough Guy (FBO) 67.27%

Man of the Forest (Par) 67.17%

Don Mike (FBO) 67.05%

The Kid Brother -(Par) . 66.90%

The Campus Flirt (Par) 66.84%

The Last Frontier (PDC) 66.78%

The Midnight Kiss (Fox) 66.70%

The Four Horsemen (MGM) 66.50%

The Quarterback (Par) 66.48%

Flesh and the Devil (MGM) 66.25%

The Phantom Bullet (U) 66.23%

Babe Comes Home (FN) 66.10%

The Black Pirate (UA) 66.04%

Senor Daredevil (FN) 65 88%

Casey at the Bat (Par) 65.81%

The Unknown Cavalier (FN) 65.80%

Three Bad Men (Fox) 65.60%

Let’s Get Married (Par) 65 00%

The Devil Horse (P) 64.82%

Desert Gold (Par) 64.81%

The Limited Mail (WB) 64.70%

We’re in the Navy Now (Par) 64.67%

Sea Horses (Par) 64.63%

His Secretary (MGM) 64.50%

The Night Cry (WB) 64.33%

For Heaven’s Sake (Par) 64.00%

Land Beyond the Law (FN) 63.92%

Corporal Kate (PDC) 63.83%

Up in Mabel’s Room (PDC) 63.81%

Act oss the Pacific (WB) 63.78%

Canyon of Light (Fox) 63.43%

Skinner’s Dress Suit (U) 63.42%

Hands Across the Border (FBO) 63.40%

While London Sleeps (WB) 63.00%

The Fire Brigade (MGM) 62.94%

The Man in the Saddle (U) 62.85%

Little Annie Rooney (UA) 62.83%

Tin Hats (MGM) 62.82%

Frisco Sally Levy (MGM) 62.80%

Lone Hand Saunders (FBO) 62.71%

The Overland Stage (FN) 62.60%

Brown of Harvard (MGM) 61.96%

The Scarlet Letter (MGM) 61.94%

Heaven on Earth (MGM) 61.63%

California Straight Ahead (U) 61.60%

A Regular Scout (F B O) 61. 36%

War Paint (MGM) 61.17%

Tony Runs Wild (Fox) 60.94%

The Two Gun Man (F B O) 60.85%

Sweet Daddies (FN) 60.55%

Twinkletoes (FN) 60.50%

Behind the Front (Par) 60.35%

His People (U) 60.12%

Tramp, Tramp, Tramp (FN) 60.06%

The Buckaroo Kid (U) 60.05%

Clash of the Wolves (WB) 59.93%

The Understanding Heart (MGM) 59.88%

The Masquerade Bandit (FBO) 59.72%

The Waning Sex (MGM) 59.51%

The Teaser (U) 59.50%

Orchids and Ermine (FN) 59.46%

The Flaming Forest (MGM 59.32%

That’s My Baby (Par) 59.00%

Under Western Skies (U) 58.83%

The Denver Dude (U) 58.66%

The Wilderness Woman (FN) 58.64%

The Flaming Frontier (U) 58.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (MGM) 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

Paradise (FN) 57.50%

The Dark Angel (FN) 57.14%

Private Izzy Murphy (WB) 57.00%

The Eagle (UA) 56.90%

Stella Dallas (UA) 56.90%

The Flying Horseman (Fox) 56.85%

Knockout Riley (Par) 56.80%

The Temptress (MGM) 56.73%

Old Clothes (MGM) 56.69%

Rolling Home (U) 56.57%

Let It Rain (Par) 56.47%

Mike (MGM) 56 45%

Sally of the Sawdust (UA) 56.45%

Men of Steel (FN) 56.36%

Blind Alley (Par) 56.30%

The Red Mill (MGM) 56.15%

Kid Boots (Par) 55.96%

Wild Justice (UA) 55.86%

The Rainmaker (Par) 55.72%

Forlorn River (Par) 55.57%

For Alimony Only (PDC) 55.40%

Mantrap (Par) 55.20%

It Must Be Love (FN) 55.18%

Winners of the Wilderness (MGM) 55.10%

The Johnstown Flood (Fox) 55.08%

Forever After (FN) 55.00%

The Unknown Soldier (PDC) 55.00%

The Cowboy Cop (FBO) 54.76%

Born to the West (Par) 54.71%

Upstage (MGM) 54.56%

Poker Faces (U) 54.50%

The Silent Rider (U) 54.20%

Desert Valley (Fox) 54.16%

Breed of the Sea (FBO) 54.05%

What Happened to Jones (U) 54.00%

The Country Beyond (Fox) 53.91%

Hero of the Big Snows (WB) 53.90%

The Road to Mandalay (MGM) 53.90%

The Barrier (MGM) 53.70%

Red Hot Leather (U) 53.70%

Her Father Said No (FBO) 53.50%

The Family Upstairs (Fox) 53.36 %

The Palm Beach Girl (Par) 52.93%

The Midnislit Sun (U) 52.77%

Mother (FBO) 52.72%

Sweet Rosie O'Grady (Col) 52.72%

Miss Nobody (FN) 52.66%

The Return of P*»ter Grimm (Fox) 52.66 %

Subwav Sadie (FN) 52.63%

Her Big Night (U) 52.20%

Stranded in Paris (Par) 52.04%

Kosher Kiftv Kellv (FBO) 51.95%

Prince of Pilsen (PDC) 51.60%

Varietv (Par) 51.53%

The Strong Man (FN) 51.46%

The Greater Glorv (FN) 51.36%

Stepping Along (FN) 51.35%

The Blue Eagle (Fox) 51.26%

Say It Again (Par) 51.15%

Aloma of the Sooth Seas (Par) 51.10%

Tumbleweeds (UA) 51.07%

Spangles (U) 51.00%

Sparrows (UA) 50.95%

Bred in Old Kentucky (FBO) 50.90%

Combat (U) 50.80%

Outside the Law (U) 50.60%

The Arizona Streak (FBO) 50.53%

The Still Alarm (U) 50.38%

The Wanderer (Par) 50.36%

Whispering Wires (Fox) 50.33%

Hogan's Alley (WB) 50.25%

Mare Nostrum (MGM) 50.22%

Prisoners of the Storm (U) 50.13%

Eagle of the Sea (Par) 50.04%

The Ice Flood (U) 50.00%

You Never Know Women (Par) 50.00%

The Brown Derby (FN) 49.90%

Padlocked (Par) 49.88%

Pals in Paradise (PDC) ~ 49.83%

The Million Dollar Handicap (PDC) 49.82 %

Tin Gods (Par) 49.76 %

The Show Off (Par) 49.73 %

One Minute to Play (FBO) 49.66 %

The Seventh Bandit (P) 49.54 %

The Ancient Highway (Par) 49.40%

Love ’Em and Leave ’Em (Par) 49.31%

The Runaway Express (U) 49.25%

So's Your Old Man (Par) 49.05%

The Adorable Deceiver (FBO) 48.63%

Faust (MGM) 48.60%

Whispering Smith (PDC) 48.45%

The Potters (Par) 48.30%

Battling Butler (MGM) 48.16%

Her Honor the Governor (FBO) 48.11%

Syncopating Sue (FN) 48.09%

The New Commandment (FN) 48.08%

Paradise for Two (Par) 47.94%

New York (Par) 47.81%

The Taxi Dancer (MGM) 47.40%

Wedding Bills (Par) 47.36%

Desert’s Toll (MGM) 47.33%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (MGM) 47.15%

Dancing Mothers (Par) 46.90%

Wet Paint (Par) 46.81%

There You Are (MGM) 46.77 %

Out of the West (FBO) 46 09%

Take It From Me (U) 45.86%

Altars of Desire (MGM) 45.69%

The Silent Lover (FN) 45.40%

The Border Sheriff (U) 45.00%

The Cat’s Pajamas (Par) 44.93%

Just Another Blonde (FN) 44.36 %

The Marriage Clause (U) 44.35%

The Blind Goddess (Par) 43.88%

Mismates (FN) 43.72%

Blonde or Brunette (Par) - 43.50%

The Duchess of Buffalo (FN) 43.46%

A Little Journey (MGM) 43.46%

The New Klondike (Par) 43.27%

Fine Manners (Par) 43.14%

Partners Again (UA) 42.87 %

Ladies at Play (FN) 42.75%

Bardelys the Magnificent (MGM) 42.73%

The Mystery Club (U) 42.18%

La Boheme (MGM) 41.95%

Midnight Lovers (FN) 41.85%

Held by the Law (U) 41.81%

The Love Thief (U) 41.72%

The Canadian (Par) 41.58%

Special Delivery (Par) 41.40%

Blarney (MGM) 41.38%

The Old Soak (U) 41.06%

The Wise Guy (FN) 40.92%

Fascinating Youth (Par) 40.89%

Kiki (FN) 40.70%

A Kiss in a Taxi (Para) 40.70%

Fig Leaves (Fox) — ..40.66%

Hold That Lion (Par) 40.23%

The Boy Friend (MGM) 40.20%

Miss Brewster’s Millions (Par) 39.73%

Bigger Than Barnum’s (FBO) 39.53%

Everybody’s Acting (Par) 38.87%

The Ace of Cads (Par) 38.66%

Steel Preferred (PDC) - 38.36%

Perch of the Devil (U) 37.85 %

Nell Gwyn (Par) 37.54%

Into Her Kingdom (FN) 36.33 %

The Amateur Gentleman (FN) 35.50%

The Great Gatsby (Par) 35.33%

The Magician (MGM) 34.42%

You’d Be Surprised (Par) 34.23 %

Exit Smiling (MGM) 33.50%

Don Juan’s Three Nights (FN) 30.80%

Pals First (FN) 28.66%

58

EXHIBITORS HERALD

December 3, 1927

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The

Recognized National Classified Advertising Medium

For Sale

CUTS. We design and make distinctive trade
cuts. Two sizes, $10.00. Address Eagle Service,
3197 Plankinton Bldg., Milwaukee, Wis.

Position Wanted

THEATRE MANAGER at liberty January 1st.
Thoroughly experienced in Pictures, Vaudeville
and road shows. Publicity expert, Vocalist, Com-
munity builder. If your theatre is a “dead one”
let me bring it to life. Best references. Address
Box 363, Marion, Ohio.

ENGAGEMENT DESIRED. The Individuality
Organist at liberty. Pictures, Novelties. Small
city, or suburban house. Experienced Wurlitzer,
Barton. Reasonable salary. Steady. Married.
Cue correctly. Address Box 221, care Exhibitors
Herald, 407 S. Dearborn St., Chicago, 111.

THEATRE ORGANIST — Experienced on all
makes. Go any place. Mabel Young, Plaza Hotel,
North Ave. and North Clark St., Room 212-B,
Chicago, 111.

VIOLIN LEADER— Wife Pianist. Union, Re-
liable, Experienced. Large Library. Pictures Cor-
rectly Cued. Go anywhere. Want permanent loca-
tion. Address Box 217, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

ORGANISTS thoroughly trained and experi-
enced in theatre work. Men and women now
ready for good positions. Union or nonunion.
Write salary and other data. Address, Chicago
Musical College, 64 E. Van Buren, Chicago.

Theatre For Sale

THEATRE for sale, Brick building and equip-
ment, seats 200, population 500. Will take one
half cash, balance to suit buyer. Write Mrs.
Hulda Green, Green River, Utah.

Theatre Wanted

WANTED TO LEASE— Theatre in good
town under 10,000 population. State all in first
letter. Address Box 222, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

WANT TO LEASE THEATRE in town from
one to two thousand. Prefer no competition.
Know exhibition game thoroughly. Will lease
outright or operate on percentage. Can furnish
banker’s, reference. Have some cash. Would
probably buy later. Prefer location east of Mis-
sissippi. Write or wire Earle Hendren, Harts-
horne, Oklahoma.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine?
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs F or Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new Keproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Organ Wanted

HAVE A SEEBURG ELECTRIC and Hospe
Piano Player, which I would like to trade in on
a Pipe Organ, Reproduco preferred. Both in-
struments guaranteed to be in A No. 1 shape;
been out about a year. Address W. S. Whitfield,
manager, Crystal Theatre, Peru, Nebraska.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complete list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company.
12-14 E. Ninth Street, Chicago, Illinois.

CHAIRS — Chairs. Have combined three the-
atres in one and have three hundred chairs to
sell, cheap ; have no place to store them. Ad-
dress A. R. Workman, Marseilles, 111.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

HIGH GRADE, GUARANTEED USED
EQUIPMENT at very reasonable prices. All
makes of motion picture machinery such as Sim-
plex, Powers, Motiograph projectors. Powers high
intensity arc lamps, compensators of all kinds,
motors, and Mazda regulators. Also first class
overhauling done on all kinds of motion picture
equipment. An inquiry will bring a prompt quota-
tion. It pays to investigate. Address Joseph
Spratler, 12-14 E. 9th St., Chicago, 111.

BARGAINS — Pre-Inventory Sale — Bargains. We
have a very excessive stock accumulated in our
warehouse of theatrical equipment which must be
reduced, consisting of rebuilt projectors and gen-
erators, upholstered and veneered theatre chairs
in new and used, and other equipment. This
equipment must be disposed of before the first of
the year at very reasonable prices in order to
reduce our inventory. Write us your needs. Ad-
dress Illinois Theatre Equipment Co., 12-14 E.
9th St., Chicago, 111.

THEATRE Equipment bargains. Anything you
need, we have it. Big savings. Send for litera-
ture. Address Western Motion Picture Co., Dan-
ville, Illinois.

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes. Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
ete. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

NEARGRAVUREMBOSO (Type embossed)
Stationery unique, 10i each letterheads, envelopes,
special $5.50 cash, pospaid. Samples. Sollidays,
Knox, Indiana.

December 3, 1927

EXHIBITORS HERALD

59

*‘What the Picture Did For Me’*

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright , 1927

This is the original exhibitors* reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me** is the one genuine source of exhibitor-written box office
information.

Address: “ What the Picture Did for Me,*’ EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

THE BLOOD SHIP: Hobart Bosworth— 40%.
November 3-4. By all moans this is the best sea
story I have ever shown, but for me it lacked
the draw. Whether it was the title or not I
don't know, but I lost money on it. In enter-
tainment value it is better than program but
not in drawing power. Seven reels. — Homer P.
Morley, Princess theatre, Buchanan, Mich. — Small
town patronage.

SALLY IN OUR ALLEY : Special cast — Oh
boy, what a peach of a picture this one is. Looks
like Shirley Mason is coming into her own after
her years of miscasting on the Bill Fox program.
I always did insist that Shirley knows her stuff
and here’s hoping that Columbia gives her some
more chances like this one and “Rosie O’Grady.”
— Harry M. Palmer, Riviera theatre, Anderson,
Ind. — General patronage.

THE FALSE ALARM: Ralph Lewis — A very
good regular program picture. Six reels. — Gia-
coma Brothers, Crystal theatre. Tombstone, Ariz.

FBO

THE SONORA KID: Tam Tyler— 80%. Novem-
ber 18. Pretty good Western. Our patrons like
Tom, therefore so do I. Five reels. — A. F. Young.
Petrolia theatre, Petrolia, Tex. — General patron-
age.

THE SONORA KID: Tom Tyler — November
12. This is the one they made without Frankie
Darro. It is a nice little picture for Saturday,
but a great number of the kids were disappointed
because Frankie didn't appear in it. He would
mean less than nothing in a picture by himself,
but is great stuff for the kids when he appears
in a picture with Tom and his horse and dog.
Let us hope they keep this gang intact in the
future. Five reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

JUDGMENT OF THE HILLS: Virginia Vali—
68%. November 18-19. A story of the back
woods of Kentucky during the late war. Too
much war. Too much moonshine whiskey and
too many drink scenes to suit here. Frankie
Darro saved the picture from being a lot worse
than mediocre. Seven reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

TARZAN AND THE GOLDEN LION: Special
cast — 60%. November 17. A very entertaining
picture and interesting from the start, unless
you are one of the critics and demand perfect
pictures. There are flaws of course, but you can
find fault with any picture, if you are so in-
clined. Six reels. — Ray W. Museelman, Princess
theatre, Lincoln, Kan. — Small town patronage.

LADDIE: Special cast — 100%. November 12.
A good clean picture that was enjoyed by all.
Just as good as “Keeper of the Bees” if not
better. Print good. — H. B. Osborn, Community
theatre, Mt. Hope, Kan. — Small town patronage.

LADDIE: Special cast — A picture that will
please all classes. — C. A. Kelley, Rex theatre,
Custer City, Okla. — Small town patronage.

KEEPER OF THE BEES: 33%. June 2. A
great story that will get business no matter how
old you run it. You can buy it right. Seven
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

THE MAGIC GARDEN : Special cast — 100%.
November 10. Rian this for benefit of Library
fund and filled the house. Picture beautiful and

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 57.

pleased the majority. Six reels. — B. C. Brown,
Temple theatre, Viroqua, Wis. — General patron-
age.

THE MAGIC GARDEN : Special cast — 60%,
November 6. A beautiful story but did not have
the general appeal former offerings had from
this author. Seven reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

SILVER COMES THRU: Fred Thomson— 67%.
November 17. About the best I have had from
Fred, and that takes in a lot of territory. Six
reels. — E. M. Biddle, Strand theatre, Paoli, Ind.
— Small town patronage.

DON MIKE: Fred Thomson — 50%. November
12. This to our estimation was not up to the
other Thomson’s. However, our patrons liked it
very much, and that’s what counts. Did not make
any money and according to our records this is
the second of the Thomson pictures which shows
a loss. All his pictures are good and should be
played by all exhibitors. Have two more of his
pictures released by FBO. After this guess it
will be good-bye Thomson as Paramount will
want a fortune for his pictures. However, we
are one exhibitor who will lay off if they do. —
J. S. Landry, Columbia theatre, Columbia City,
Ind. — -General patronage.

DON MIKE: Fred Thomson — 14%. November
14. Not up to former pictures from this star,
and while the weather was very bad it failed to
attract much attention. Six reels. — A. G. Witwer.
Grand theatre. Rainier, Ore. — General patronage.

THE TOUGH GUY: Fred Thomson— 44%. May
6-7. A good Thomson with Silver doing his stuff

as usual. These features get the business and
please. Seven reels. — E. J. Williams, Tivoli thea-
tre, Knoxville, 111. — General patronage.

BREED OF THE SEA: Special cast^60%. No-
vember 16. A good sea story and pleased a very
ordinary crowd. My patrons do not care for a
sea story, consequently it didn’t do capacity busi-
ness. Seven reels. — Ray W. Musselman, Prin-
cess theatre, Lincoln, Kan. — Small town patron-
age.

BREED OF THE SEA: 16%. Just fair. Noth-
ing to rave about. Went over on our bargain
night. Seven reels. — E. J. Williams, Tivoli thea-
tre, Knoxville, 111. — General patronage.

BREED OF THE SEA: Ralph Ince— Fine pic-
ture, good acting, good house. Six reels. — E. A.
Dye, Pastime theatre, Logan, Kan. — General pat-
ronage.

CLANCY’S KOSHER WEDDING: George Sid-
ney— October 27-28-29. This was well produced
for laughs. Drew more than ordinary business.
Boost it to please. Six reels. — Chancellor Brothers,
Ritz theatre, Arcanum, O. — Small town patronage.

THE MOJAVE KID: Bob Steele — This picture
excellent. Steele very good and if given a chance
will be a top noteher. You and your clientele
will sure enjoy this kind of Western. The lady
in support of Steele easy on the eyes. — J. E.
Draginis, Classic theatre, Sparta, Wis. — General
patronage.

BRED IN OLD KENTUCKY: Viola Dana-
Extra good. Drew big house. Pleased 100%. Six
reels. — E. A. Dye, Pastime theatre, Logan, Kan.
— General patronage.

THE BOY RIDER: Buzz Bart on — November
4-5. Our first picture with Buzz and will say
it was o.k. The story was interesting. Will
have no kicks if the rest aTe as good. Five reels.
— Chancellor Brothers, Ritz theatre. Arcanum, ©.
— Small town patronage.

LIGHTNING LARIATS: Tom Tyler— Did not
draw. It seems like the Westerns have had their
day. Five reels. — E. A. Dye, Pastime theatre,
Logan, Kan. — General patronage.

TERROR OF THE BAR X: Bob Custer— -West-
erns will not go with me. Five reels. — E. A.
Dye, Pastime theatre, Logan, Kan. — General pat-
ronage.

IN A MOMENT £F TEMPTATION: November
2-3. just a fair picture. The wonderful love
story didn't show up but it did seem to please.
Six reels. — Chancellor Brothers, Ritz theatre, Ar-
canum, O. — Small town patronage.

CALIFORNIA OR BUST: George O'Hara— A
good one — 100%. Five reels. — E. A. Dye, Palestine
-theatre, Logan, Kan. — General patronage.

FLAMING FURY: Ranger — Extra good dog
picture. Pleased well. Five reels. — E. A. Dye,
Pastime theatre, Logan, Kan. — General patron
age.

MOULDERS OF MEN: Conway Tearle— Sep-
tember 10. A good program picture. Pleased
well. Six reels. — B. B. Nielsen, Scenic theatre,
Tyler, Minn. — General patronage.

CYCLONE OF THE RANGE: Tom Tyler— Oc-
tober 25-26. Good program picture. Print good.
Five reels. — P. G. Held, Strand theatre, Gris-
wold, la. — Geenral patronage.

MOTHER: Belle Bennett — August 28-29. This
is a real good family picture. Will please most
any place. Good for Sunday. Fine acting and
a good story. Seven reels.— B. B. Nielsen, Scenic
theatre, Tyler, Minm— General patronage.

60

EXHIBITORS HERALD

December 3, 1927

First National

THE DEVIL’S SADDLE: Ken Maynard— 80%.
November 4-5. About as good as any Western
he has made and that is saying a lot. Maynard
is a rider, he has a wonderful helpmate in
Tarzan, and he gets the stories and the money
to film them. I like his pictures about as good
as any Western star that I run, although he
isn’t the drawing card that I think he will be.
Six reels. — Ray W. Musselman, Princess theatre,
Lincoln, Kan. — Small town patronage.

THE DEVIL’S SADDLE: Ken Maynard— No-
vember 6-7. A pretty good picture but did not
draw as good as it should have. It seems as if
Maynard doesn’t draw as good as he should. My
patrons don’t care much for his pictures. Picture
clean and print good. Six reels. — P. G. Held,
Strand theatre, Griswold, la. — General patronage.

THE LAND BEYOND THE LAW: Ken May-
nard—40%. November 9. Like all the others,
100% entertainment. We consider this the best
Western star on the screen. Not quite up to
Mix as to box office, but going strong. — J. S.
Landry, Columbia theatre, Columbia City, Ind. —
General patronage.

THE LAND BEYOND THE LAW: Ken May-
nard— 30%. October 8. Should class this aver-
age of the series so far. Not up to Red Raiders
which we have not shown. Maynard will have
competition in Gary Cooper and Flash if they
continue to make more “Arizona Bound’’ type of
pictures. However, Maynard and Tarzan are
O. K. wherever Westerns are shown. Seven reels.
— O. A. Fosse, Community theatre, Ridgeway,
la. — Small town patronage.

NAUGHTY BUT NICE: Colleen Moore— 100%.
November 14-15. It is perhaps superfluous to
comment on this well known actress who for a
long time has been a favorite with all classes of
theatregoers. With the changing times and with
other stars attracting attention she holds her
own and keeps abreast of newer stars who have
sprung into fame. Thanks, Colleen, for the usual
box office returns, but as to the play “Naughty
But Nice” it is one of those new plotless kind
which anyone may follow without fatigue and
without mental exercise. A pretty little story of
an unsophisticated simple country girl who fell
into a number of embarrassing situations because

she told a lie, and with a moral that she would
never tell a lie again. As one of the new kind
of plays which are now acquiring some vogue,
it does not strive for plot but works up situa-
tions. It is entirely free from hokum and it
avoids the intricacies of plot which are often
difficult to follow. After all, people go to the
theatre to be entertained and not to puzzle their
alleged brains with an intricate story. In seek-
ing situations the author or director has chosen
that hackneyed subject of two young people in
love who fell into a situation where they had
to simulate man and wife. It is a smooth story,
but it is without literary merit, and while it is
only one of the new kind it suggests a sense of
disappointment. It is so remote from anything
original it does not promise a place in the pan-
theon for the silent drama. You will notice that
the movie is still moving, but not in the direction
of the Hall of Fame. — A. J. Gibbons, Illinois
theatre, Metropolis, 111. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— 85%.
November 14-15. This picture certainly pleased
and drew extra business for two nights with
usual advertising. I have the whole country
billed for “Ben Hur’’ and didn’t have any room
for extra advertising on this feature. Colleen
Moore is just about the best bet I have had
on this type of picture and it certainly has
plenty of comedy to put it across big. It will
stand two days and build on the second day.
Seven reels. — Ray W. Musselman, Princess thea-
tre, Lincoln, Kan. — Small town patronage.

BABE COMES HOME: George Herman Ruth —
75%. November 2-3. I tried to get this to show
during the World’s Series but the exchange in-
formed me that it was not available. It would
have made a killing had I run it in season. It
is a fairly good picture and is very interesting
in spots. Contains plenty of comedy and Babe
is a pretty good actor. Six reels. — Ray W.
Musselman, Princess theatre, Lincoln, Kan. —
Small town patronage.

MEN OF STEEL: Milton Sills— 60%. Pleased
my crowd. The scene where the unfortunate
fellow falls in vat of hot metal could be cut
and the ladies and children would not shudder.
Too long only adverse comment. Nine reels. —
G. Carey, Strand theatre, Paris, Ark. — General
patronage.

IT MUST BE LOVE: Colleen Moore— 25%.

October 26-27. Not as good as her other ones.
Seven reels. — A. J. Smith, Texan theatre, Roaring
Springs, Tex. — General patronage.

HER SECOND CHANCE: Anna Q. Nilsson — •
30%. November 2. Too long, but is very good.
Eight reels. — A. J. Smith, Texan theatre, Roaring
Springs, Tex. — General patronage.

ORCHIDS AND ERMINE: Colleen Moore—
20%. November 6. Colleen is good where they
like her, but somehow I can’t make my patrons
believe what this star really is. None of her
pictures draw my regulars but she will bring
out a few extra ones that do think her a better
actress. Well, we like to please everybody and
we can’t do it with Colleen. Picture good. Seven
reels. — Rudolf Duba, Royal theatre, Kimball,
S. D. — General patronage.

MISMATES: Doris Kenyon — 19%. May 11. A
good picture true to life. Will please the women
and some of the men. Seven reels. — E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General
patronage.

TWINKLETOES: Colleen Moore — 65%. Novem-
ber 6. This pleased about two-thirds of our
patrons. Not up to Miss Moore’s standard. We
had more unfavorable comments on this picture
than any of this star’s pictures we ever ran, and
we have played them all except her two last,
which are booked for December and January* —
J. S. Landry, Columbia theatre, Morganza, La. —
General patronage.

WHITE BLACK SHEEP : Richard Barthelmess
— 24%. May 4. A good picture with Dick as a
typical sheik playing his part in great shape.
Did a little extra business for Wednesday. Seven
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

FOREVER AFTER: Lloyd Hughes — 17%. April
27. A good story that failed to get the business.
Seven reels. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

THE STOLEN BRIDE: Billie Dove — November
7-8. Good picture and pleased. It would have
been more snappy in seven reels. Eight reels. —
Chancellor Brothers, Ritz theatre. Arcanum, O. —
Small town patronage.

HARD BOILED HAGGERTY: Milton Sills —
Now then, here is where I differ with most of
the reports on this picture as it is way out
in front according to my way of seeing it.
Milton Sills is doing some of the best work here
that he has done in quite some time and the
story and production is okay, say what do you
want? Seven reels. — W. H. Brenner, Cozy thea-
tre, Winchester, Ind. — Geenral patronage.

THE DROP KICK: Richard Barthelmess — Oc-
tober 23-24. Good program picture, but fell flat
at the box office. I made the mistake and played
it the same time Omaha did. If I would have
waited a few weeks I am sure it would have
been a better drawing card as it would have been
better advertised. Print new. Seven reels. —
P. G. Held, Strand theatre, Griswold, la.- — Gen-
eral patronage.

THE DROP KICK: Richard Barthelmess — Here
comes a big football game, and a hot one, just
the kind that should be desirable this time of
the year. It is a dandy good story, well and
favorably done with a very excellent cast. It
will please all classes. Eight reels. — W. H.
Brenner, Cozy theatre, Winchester, Ind. — General
patronage.

LADIES AT PLAY: Louise Fazenda — Here is
a corking good farce comedy, surely for laughing
purposes only, it’s just a lot of laughter that
goes well with the man who wants to get away
for an hour or so and forget his business wor-
ries, or the blase society woman who wants to
just while away the time. Subtitles are snappy,
photography fine and Louise Lazenda, Doris
Kenyon and Lloyd Hughes went over good. Seven
reels. — Giacoma Brothers, Crystal theatre. Tomb-
stone, Ariz.

THE GORILLA: Charles Murray — I’ve used all
kinds of pictures but this takes the cake for
keeping people away from my theatre. Most
every kid and most of the women were afraid
to leave the house after dark for fear the Gorilla

723 StVENTMAygNUt NEW_Vork_CITY_^

ll

December 3, 1927

EXHIBITORS HERALD

61

would get them. The picture itself is good
but oh goodness the title. I bought this as a
special and that’s all you can say, so buy it
right or leave it alone. If this had a title it
would go over. — A. A. Suszycki, Majestic thea-
tre, Mauston, Wis. — General patronage.

THE PRINCE OF HEADWAITERS : Lewis
Stone — November 14-15. Very good picture that
pleased all, it seemed. Seven reels. — Chancellor
Brothers, Ritz theatre, Arcanum, O. — Small town
patronage.

WHITE PANTS WILLIE: Johnny Hines—
December 20-21. Very good picture bought at
a price where I could make a little money. Eight
reels. — -P. G. Held, Strand theatre, Griswold, la. —
General patronage.

Fox

TUMBLING RIVER: Tom Mix — 24%. Novem-
ber 16. Very good Western. The fans liked it
fine. Bad weather and the first Mix we have
played for two years was no doubt cause of
small turnout. Fixe reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

TUMBLING RIVER: Tom Mix — November 8.
This is an ordinary Western, nothing so big for
Mix. Five reels. — B. B. Neilsen, Scenic theatre,
Tyler, Minn. — General aptroange.

WHAT PRICE GLORY: Special cast— 90%.
November 13. A wonderful portrayal of the
world war as I saw it. A good picture. One
of the best of its kind, but think some of the
smut should have been eliminated. — W. S. Whit-
field, Crystal theatre, Peru, Neb.

THE LAST TRAIL: Tom Mix — 70%. Novem-
ber 18-19. Had a number of good comments
from the Western fans and personally thought
it a very good Western, with plenty of action.
Tom and Tony are very good drawing cards
in this town and usually deliver excellent en-
tertainment to their followers. Six reels. — Ray
W. Musselman, Princess theatre, Lincoln, Kan. —
Small town patronage.

THE LAST TRAIL: Tom Mix — 70%. Novem-
ber 5. Very good of Tom in his same old stuff,
stage coaches, riding and robbing. Six reels. — ■
A. J. Smith, Texan theatre, Roaring Springs,
Tex. — General patronage.

TONY RUNS WILD: Tom Mix— 48%. April
29-30. A good Mix drama with Tony taking
most of the honors. Should do business any-
where. Six reels. — E. J. Williams, Tivoli thea-
tre, Knoxville, 111. — -General patronage.

WAR HORSE: Buck Jones — 50%. November 2.
Good picture. Everybody pleased. Good attend-
ance. Made a little money. — J. S. Landry, Co-
lumbia theatre, Morganza, La. — General patronage,

SINGED: Blanche Sweet — 16%. November 8.
Drama of the oil fields. Pleased about 50%. Six
reels. — - A . G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

MORE PAY LESS WORK: 13%. June 15. A

feature that flopped at the box office. Charles
Rbgers is a comer. Six reels. — E. J. Williams.
Tivoli theatre, Knoxville, III. — General patronage.

CAMEO KIRBY : John Gilbert — This Gilbert
reissue packs a wallop as strong as the gas
tank that let go over in Pittsburgh. Just think —
Bill Fox had this man Gilbert under his wing
for years and didn’t realize what he had. Gilbert
pictures draw no matter how old they are. — Harry
M. Palmer, Riviera theatre, Anderson, Ind. — Gen-
eral patronage.

SUMMER BACHELORS: Madge Bellamy — We
were agreeably disappointed in this picture but
it’s no special nor is it a knockout. It’s simply
that Fox overplays it. It’s not near as good as
Fox claims. Seven reels. — Giacoma Brothers,
Crystal theatre, Tombstone, Ariz.

THE CITY : Special cast — I have never seen
a report on this feature. It is a very good
picture of love and politics. Will please most of
the regular show folks.— C. A. Kelley, Rex thea-
tre, Custer City, Okla. — Small town patronage.

THE AUCTIONEER: George Sidney — Novem-
ber 19. Good. Patrons enjoyed it. Six reels. — -
A. F. Young, Petrolia theatre, Petrolia, Tex.—
General patronage.

THE CIRCUS ACE: Tom Mix. Business poor.
— Ernest Vetter, Majestic theatre, Homer, Mich. — •
Small town patronage.

Gotham

THE SATIN WOMAN: Mrs. Wallace Reid—
November 6-7. This is the best picture we 'have
had of Mrs. Wallace R'eid. Pleased very well,
lots of beautiful settings and some fine gowns.
Ladeis liked it very well. Eight reels. — B. B.
Nielsen, Scenic theatre, Tyler, Minn. — General
patronage.

Metro-Goldwyn-Mayer

BEN HUR: Special cast — 100%. October 10.
In my opinion this is the most wonderful picture
ever produced. — W. S. Whitfield, Crystal theatre,
Peru, Neb. — General patronage.

THE ROAD TO ROMANCE : Ramon Navarro—
39%. November 13. A pirate story that seems
to miss fire for some reason. Some patrons
thought it was silly, others did not care for it.
Bad weather no doubt cut attendance. Seven
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

TILLIE THE TOILER: Marion Davies — 50%.
September 10. Just will do as comedy but title
gets you some crowd. But to get crowd and
then disappoint them is not good show business. —
W. S. Whitfield, Crystal theatre, Peru, Neb. — -
General patronage.

ADAM AND EVIL: Special cast— 100%. No-
vember 1. This is one of the best ever. Buy it
and advertise it and all your show patrons will
go home happy. — W. S. Whitfield, Crystal theatre,
Peru, Neb. — General patronage.

THE TAXI DANCER: Joan Crawford— 20%.
May 18. Good of the jazz type. Will go over
with young people more than the older ones.
Seven reels. — E. J. Williams, Tivoli theatre,
Knoxville, III. — General patronage.

LOVERS: Novarro-Terry — 20%. November 12.
Good adult picture, clean but over children’s
heads. Not much action but patrons thought
it a true to life story well done. Personally,
thought it not big enough for these stars. Six
reels. — O. A. Fosse, Community theatre, Ridge-
way, la. — Small town patronage.

THE FIRE BRIGADE: Charles Ray— 50%.
June 3-4. Had this booked for June 3-4 but film
did not arrive until June 4 so lost a lot of
business on account of same. It’s a real picture
and every theatre should run it. Ten reels. —
E. J. Williams, Tivoli theatre, Knoxville, 111. —
General patronage.

ALTARS OF DESIRE: Mae Murray— 24%.
April 28. No good. Not the type of story the
public wants to see. Ran it on bargain night
and of course we did a fair business. Seven
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

ALTARS OF DESIRE: Mae Murray— ’8%. No-
vember 17. Good show. Mae and Conway

Tearle make a “good team and this picture is as
good as any. Mae does her part wonderfully.
Seven reels. — Rudolf Duba, Royal theatre, Kim-
ball, S. D. — General patronage.

ANNIE LAURIE: Lillian Gish— 50%. Novem-
ber 6-7. The picture is well produced and di-
rected and has many good features. Somehow
it did not appeal to the patrons. Second night
proved it by light patronage. Not a good box
office picture. Nine reels. — B. C. Brown, Temple
theatre, Viroqua, Wis. — General patronage.

SLIDE KELLY SLIDE: William Haines— 47%.
May 9-10. A great picture. Will get them in
and send away raving. Positively the best base-
ball story I ever saw. Run it by all means.
Seven reels. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

THE VALLEY OF HELL: Francis McDonald—
— 26%. May 12. Not so good. Can’t see Mc-
Donald as a hero. Makes a better villain. Got
by on bargain night. Five reels. — E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General
patronage.

THE VALLEY OF HELL: Francis McDonald
• — November 12. A very good Western program
picture. Print good. Five reels. — P. G. Held,
Strand theatre, Griswold, la. — General patronage.

THE SCARLET LETTER: Lillian Gish— 50%.
June 10-11. A good picture of its kind. Will
please the church people. Lillian Gish does some
wonderful acting in this. Nine reels. — E. J.
Williams, Tivoli theatre, Knoxville, HI. — General
patronage.

THE SCARLET LETTER: Lillian Gish— 40%.
November 13. Dandy picture of the old times.
Lillian plays her part perfect and those who like
her will admire her in the picture. Story deep
and holds interest throughout. Don’t you brother
exhibitors be afraid of this one because it is
different from most any other picture, and sad
ending makes it a picture that they will remem-
ber for a long time. Nine reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

TELL IT TO THE MARINES: William Haines
— 79%. May 13-14. Great in every sense of the
word. Ran it while it was hot and did a good
business. Chaney good, but Haines took all the
honors. Ten reels. — E. J. Williams, Tivoli thv.'l-
tre, Knoxville, 111. — General patronage.

MR. WU: Lon Chaney— 60%. November 4.
Had good box office returns on this one as

62

EXHIBITORS HERALD

December 3, 1927

HAMILTON, O., November 14, 1927.

DEAR HERALD:

I came clown here to Hamilton principally to see the Palace, the theatre once
managed by our mutual friend, Fred S. Meyer, and readers of the HERALD will
recall that Fred used to contribute some very valuable and helpful articles to our
favorite magazine, and who was one of the contestants in the “Exhibitors Beauty
Contest” in which he and Grasshopper Sprague and “Fishy” Phil Rand hornswaggled
me out of the decision, for which dastardly act every lady in the country has been
justly indignant ever since.

The Palace looks about as I expected to find it, an up-to-the-minute theatre in all
of its appointments, and I found the manager, Mr. Harry Silver, a most excellent
gentleman, who showed me every courtesy possible. The Palace has about the best
projection I have ever witnessed, which is due in part to the excellent equipment
they have in the projection room and in part, and no small part either, to the man

who handles the machinery. Sorry I can't recall his name.

It is a funny thing that wherever you find a man by the name of Silver you
always find a showman. Must be something about the name that suggests money.
You remember Bert Silver of Greenville, Mich.? Bert is the head of the famous
Silver Family, who have been known in theatrical circles for many years, and you

will recall that I found another down in Missouri by the name of Silver who was

also in the show business. Must be that it runs in the Silver blood.

Joe Mayer is the publicity man for the Palace, and Joe has a faculty of getting
more free space in Hamilton’s newspapers than A1 Smith could should he receive
the nomination (which he probably won’t), and Joe knows his ringbones and
spavins when it comes to advising the good people of Hamilton as to what is in
store for them at the Palace.

Joe is an oldtimer in the publicity business, having served his apprenticeship in
that capacity on the Billboard, but he denies ever having written a press sheet for
“Madam Wants No Children” and other like highclass attractions. Joe edits a
house organ for the Palace, and if you have never received a copy you should write
him for one, for it is about the last sentence in house organs and is a credit to the
Palace as well as Joe. He has maintained the high standard set by the former
editor, Fred S. Meyer.

Joe threatened to hop onto me through the columns of the HERALD, and I
dared him to do it, and if he does, you boys can look for some real fireworks, for
Joe tickles the keys of a mean typewriter and his phraseology would make the
CHICAGOAN look like McGuffy’s primer, and that CHICAGOAN isn’t so slow
handling big words either. Ringside seats will be on sale soon.

RICHMOND, IND., November 15.

This town has 28,000 Hoosiers. You can tell they are Hoosiers as soon as you
get in town (I’m a Hoosier myself, and I know all the earmarks), but it doesn’t
follow that she isn’t a good town, for she is, and two of the principal reasons why
she is are probably because M. E. Remley manages the Murray theatre and three
others, and O. B. Olson manages the Tivoli. The Tivoli is a Fitzpatrick & McElroy
house and rates well up in the class with Indiana’s best theatres.

When I handed O. B. my card he looked .surprised and said, “Are you the guy
who used to edit the SQUAWK at the Auditorium theatre at Neligh, Neb.?” (pro-
nounce it “Neely” please and don’t get it confused with “Neillsville” or “Nashwauk”
— that would make me awfully sore), and I replied, “I plead guilty, Your Honor, and
desire to throw myself at the mercy of the court.”

Then we entered into a real confab. O. B. used to sell me theatre supplies when
he was in the supply office at Omaha, and we talked over old times out in the short
grass country until I got homesick and he said he was too. O. B. wanted me to
stay over night there and I should have done it, for I have thought of a thousand
things we could have gone over had I done so.

While walking down the street in one of Ohio’s towns the other evening I passed
a building in which the ladies of the colored Methodist church were giving a church
benefit dinner and I noticed they advertised “fried chicken dinners,” so I laid aside
my prejudice of long standing against fried chicken and went in and ordered a
chicken dinner.

If they had charged me $9.40 for that dinner it would have been worth it just
to have seen those colored gals decked out in every color of the rainbow. And
when those Buff Cochens all got to cackeling at once you couldn’t have heard
Gallo giving an oration on “Presentations” if he had been within five feet of you.

After Mandy served my dinner she stood up against the wall and watched me
eat until another colored gal came along, and I heard her say, “Come along heah,
Mandy, an’ ten’ to yo’ business an’ don’t stand thar watchin’ that gemmen eat; he
hain’t agoin’ to leave no meat on dem chicken bones,” and as Mandy walked away
I hear her say, “Mali goodness, Liza, Ah’s so hungry mah dogs is beginnin’ to
growl and Ah don’t know whether Ah’s a Methodist or a United Presbeturian
no mo’.”

The Herald Fills a Want None Others Can Do

COLUMBUS, O., November 17.

It was a pleasure to be able to attend the annual convention of the M. P. T. O. of
Ohio, which was held in the Deshler-Wallick hotel, and, through the courtesy of
P. J. Wood, secretary of the association, I was a guest at their banquet on the eve-

( Continiced on following page)

Chaney gets them out here. But no one seemed
to care for this one and many were disappointed.
Would say personally I think it a wonderful
piece of acting. — W. S. Whitfield, Crystal thea-
ter, Peru, Neb. — General patronage.

TIN HATS: Conrad Nagel — 12%. November
11. Good picture just for the date I played it

on but it did not draw very much, so another
good picture wasted in my town. Too many other
doings to go to and they took the money. Seven
reels. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

LOVEY MARY: Bessie Love— 35%. October
15. Well liked, understood and appreciated by

all. Fine performance by Miss Love. In many
respects her work in this required a Mary Pick-
ford and Miss Love filled the bill. William
Haines there too but not enouh to do. Seven
reels. — O. A. Fosse, Community theatre, Ridge-
way, la. — Small town patronage.

THE BOY FRIEND: Special cast — 10%. No-
vember 9. Nice little program and should satisfy
any audience because of some light comedy in
it, some heart throbs and 6ome thrills. Well, not
so bad. Six reels. — Rudolf Duba, R!oyal theatre,
Kimball, S. D. — General patronage.

BODY AND SOUL: Special cast — November
20-21. Once again Pete Harrison is wrong. He
panned "Twelve Miles Out” and you that played
it know what it is. "Body and Soul” is not
a big picture but it is good. He says that it
lacks comedy. Does a picture have to be filled
with comedy to be good ? What about some of
the great pictures of the past five years. It is
heavy acting and there are a couple of gruesome
sceens in it. but when our patrons came out they
praised and I didn’t blame them. We had no
walkouts on this one and we did on some of the
comedy hits like "Behind the Front” and “We’re
in the Navy Now.” It was so absorbing they
didn’t want to leave. Seven reels. — H. M. Face &
Sons, Star theatre, Nashville, Mich. — Small town
patronage.

THE BIG PARADE: Special cast — November
8-9-10-11. A good picture but not near as big
a special as Metro tries to make you believe.
Their price is too high. By the time I paid for
the picture, advertising and my overhead I had
very little left. The only way for the exhibitor
to do is not to play these big specials unless
we can buy them right. Thirteen reels. — P. G.
Held, Strand theatre, Griswold, la. — General
patronage.

THE CALLAHANS AND MURPHYS: Special
cast — November 16-17. Played this right behind
a home talent so the picture suffered. The few
who saw it, liked it. It is sure a laugh getter.
Seven reels. — E. A. Rhoades, Grand theatre. Story
City, la. — Small town patronage.

Paramount

DRUMS OF THE DESERT: Warner Baxter—
30%. November 9. Very good Zane Grey
Western. School dance and entertainments hurt
business both nights. Six reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

DRUMS OF THE DESERT: Jack Holt— Sep-
tember 17. Like most of the Zane Grey’s, but
a good Western will please most of those who
like this kind of picture. Seven reels. — B. B.
Nielsen, Scenic theatre, Tyler, Minn. — General
patronage.

SWIM GIRL SWIM: Bebe Daniels— 72%. No-
vember 14-15. A clean clever comedy to good
business. Wish they were all as pleasing as this.
Bebe not great, but that sterling character actor,
William Austin, stole the picture. As a bug
professor of zoology he was a riot. Titles were
unusually clever. Seven reels. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patron-
age.

SENORITA : Bebe Daniels— 32-%. June 8. One
of the best Daniels’ I ever ran. She’s a typical
Douglas Fairbanks in this and she puts it over
in great shape. Seven reels. — E. J. Williams,
Tivoli theatre, Knoxville, 111. — General patronage.

SENORITA: Bebe Daniels — October 30-31. Very
good program picture. O. K. for Sunday. Print
good. Seven reels. — P. G. Held, Strand theatre,
Griswold, la. — General patronage.

KNOCKOUT RILEY: Richard Dix— 52%. May
27-28. Good, but failed to bring in the women.
The title was the only thing against it. Seven
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

KNOCKOUT RILEY: Richard Dix— November
11-12. A real good fight picture but did not draw
here as we had just a small attendance. Rental
too high for Dix. Lost money on this. Sax
reels. — B. B. Nielsen, Scenic theatre, Tyler, Minn.
— General patronage.

KNOCKOUT RILEY: Richard Dix— November
13-14. When I bought this I told the film hound
that I was buying it against my better judgment,
as the title was a total loss. The second night
on this was the thinnest I have had on any pic-
ture for over a year, so my judgment wasn’t so
bad after all. Everybody likes Dix and knows
he is a he-man and they don’t have to put him
in such cauliflower stuff in order to prove it.
Seven reels. — Wm. E. Tragsdorf, Trags theatre,
Neillsville, Wis. — Small town patronage.

SORROWS OF SATAN: Adolph Menjou— 44%.
May 23-24. Will please the better class of peo-
ple. Ran this while it was hot and didn’t do
so worse. The sets were wonderful. Griffith’s
directing great. Seven reels. — E. J. Williams,
Tivoli theatre, Knoxville, 111. — General patronage.

December 3, 1927

EXHIBITORS HERALD

63

J. C. Jenkins— His Colyum

( Continued on following page )

ning of the 16lh, and desire to take this means of expressing to Mr. Wood my
appreciation of this courtesy. I shall not attempt any extended report of this con-
vention for the reason that it has been covered by one with much more ability than
I and the readers have already been fully informed, hut I wish to mention one
feature of the convention that impressed me very much, and that was the address
by the Hon. Edward C. Turner, attorney general for the state, in which he referred
to a recent decision he handed down on the question of the legality of showing fight
pictures in Ohio in which he held that, since the federal government had passed a
law making it illegal to transport these pictures from one state to another, the pic-
tures, in his judgment, became an outlawed product by reason of that law and it
would not be permissahle to show them in Ohio.

He referred to the inconsistencies of this law by citing the fact that various states
permit boxing contests and permit the taking of pictures of same and the showing
of them throughout the states and that it is not held illegal by the government for
these contests to be broadcased all over the country, round by round, and for the
newspapers to carry columns and pictures of the contestants to all their readers
regardless of state boundaries. Mr. Turner’s address was received by the members
of the convention with much satisfaction, and I believe his explanation of his ruling
will be accepted by all exhibitors in the state as being sound and justifiable.

The Herald Fills a Want None Others Can Do

When I introduced myself to R. S. Wenger of the Miami theatre at Union City,
Ind., I told him I was surprised that a man of his seeming intelligence was not a
subscriber to EXHIBITORS HERALD, and he looked at me, kinda disgusted like,
and said, “Why, you must be crazy with the heat; I’ve been a subscriber to that
magazine long before that mullethead out in Nebraska started writing for it. But
who are you?” and I replied, “I’m that mullethead.” Then I learned that the thea-
tres in Union City are on the Indiana side and not the Ohio side, for Union City, O.,
has none, and they don’t need any. R. S. drove me down to Winchester to visit
W. H. Brenner of the Cozy, and there isn’t much use to tell you about Brenner, for
you all know him already. He has been a pretty consistent contributor to “What
the Picture Did for Me” department, and his reports have been watched very closely
by the exhibitors everywhere. The only trouble with him is that he doesn’t report
more often.

When I walked into the Cozy and met Brenner face to face I turned around and
said to Wenger, “Well, he’s a darned sight better looking man than I expected to
find,” and to this W. H. replied, “Well, that’s a helluva introduction,” so we let it
go at that and proceeded to talk over matters in general and the HERALD in par-
ticular. The next day I drove over here to Huntington, where I expected to get a
lot of mail that didn’t come, and on the way over I stopped at Portland and visited
Mr. and Mrs. D. M. Spade of the Majestic and R. G. Hines of the Crystol.

Mr. and Mrs. Spade are HERALD fans and Mr. Hines used to be a subscriber,
but in an unguarded moment allowed bis subscription to lapse and was itching to
renew it when I called. H. S. Logan of the Grand at Bluffton used to operate the
Orpheum at Clinton, la. He took that theatre when it was considered a lemon by
everybody and put it on its feet and then sold it to the Hostettler Amusement Com-
pany. Our guess is that the Grand at Bluffton will enjoy its share of the business
as long as Mr. Logan is at the helm.

Wherever I go I hear exhibitors praising the HERALD for the establishment of
the two new departments. NEW PICTURES and AVAILABLE ATTRACTIONS, and
the universal opinion is that these two departments will furnish much needed infor-
mation that hitherto they have had to dig out from other sources. Leave it to the
HERALD; if it doesn’t carry it, then it didn’t happen.

The Herald Fills a Want None Others Can Do

If they could break Eagle Eye Joe from eating so much cherry pie and keep away
from the girls he would be a wonderful kid. Joe was thoughtful enough to send me
a copy of the CHICAGOAN, and in looking over the magazine I found that Bill had
a column under the heading NOW SHOWING in which he lists a number of late
pictures. This is what he says of one of them, “ ‘Breakfast at Sunrise.’ A pert and
expert treatise on the effects of matrimony, real and make-believe, dished up by
Constance Talmadge WITH EVERY INDICATION OF AUTHORITY.” Did you
get that last in bold face type?

Here’s another one, “ ‘The College Widow.’ No fault of George Ade’s.”

That boy Bill gives me a kick that just about puts me to sleep. When you find
anything keener than the two above, telegraph me. I’d like to see he and Tommy
Service lock horns. Wouldn’t there be a messin’ around!

HELP, HELP! Please discontinue invitations to that Thanksgiving dinner. I’m
swamped now.

J. C. JENKINS,

The HERALD Man.

IT: Clara Bow — 65%. November 6-7. Merci-
ful Heavens, Clara, I should say that you are It.
Every time I looked out of the box office window
I could see squads of young men, middle aged
men and men old enough to vote for Queen
Victoria, beginning to adjust their necktie, pull
down their vest, put out their chest and with
a smile and a chuckle plank down their coin
on the slab. Then how they chuckled during the
show, how they chuckled on the way out, and
chuckled next day, and sent their chuckling
friends the second night. Now if any producer
or director puts you into a long faced part, just
tell him to take a nose-dive into the Pacific.

This kind of a play just fits you, so don’t let

’em ruin your career. No wonder Pa Jenkins

and Irish O’Hara kept us up until 3 o’clock
in the morning, expounding and expatiating on
the exhilirating Clara, and now I am at it too.
Dear, dear, can it be, Clara, that you intend to
motor this way in the spring, and in the spring,
you know, a young man’s fancy lightly turns
to “Applesauce!” you say? Never! It turns to
Clara Bow ! Yours for a hundred more successes
a la "It.” P. S. What about the women? Sure,
they came in droves too and also did a chuckle
act. Oh boy ! Oh Clara ! — Philip Rand. Rex

theatre, Salmon, Idaho. — General patronage.

IT: Clara Bow — 44%. June 17-18. A real show
with Clara in her kind of a story. Went over
fair with a tentshow competition. Seven reels. — -
E. J. Williams, Tivoli theatre, Knoxville, 111. —
General patronage.

IT: Clara Bow — August 7-8. This picture drew
good and pleased well. Seven reels. — B. B. Niel-
sen, Scenic theatre, Tyler, Minn. — General pat-
ronage.

IT: Clara Bow — Very good picture. Many good
comments. Poor business. — Ernest Vetter, Ma-
jestic theatre, Homer, Mich. — Small town pat-
ronage.

NEW YORK: Lois Wilson— 65%. November 8.
Good picture. It’s hard to get a crowd here on
Tuesday night. Nothing but a Zane Grey West-
ern will get them out. Seven reels. — Robert K.
Yacey, Bonny theatre, Mansfield, Mo. — General
patronage.

THE TELEPHONE GIRL: Madge Bellamy—
34%. May 16-17. A good story with Madge doing
nice work. Six reels. — E. J. Williams, Tivoli
theatre, Knoxville, 111. — General patronage.

THE TELEPHONE GIRL: Madge Bellamy—
November 15-16. This is as fine a little program
picture as I have run for some time. Not extra
good in drawing power, as they must have thought
it was a comedy. However, it is a dandy politi-
cal drama with an extra fine cast. If this is
the kind of picture they refer to as “machine
made,” so far as I am concerned, they can
grind out a thousand of them in preference to
poppycock specials they rave about so much.
Another thing in its favor is that it is just
the right length for entertainment. Six reels. —
Wm. E. Tragsdorf, Trags theatre. Neillsville,
Wis. — Small town patronage.

CHILDREN OF DIVORCE: Special cast — 43%.
May 30-31. Good. A modern story true to life.
Every theatre should run it. Seven reels. — E. J.
Williams, Tivoli theatre, Knoxville, 111.— General
patronage.

CHILDREN OF DIVORCE: Special cast—
October 16-17. This is the best picture I have
6een Clara Bow in and Esther Ralston did good,
too. Good enough for any house, good enough
for Sunday. Six reels. — B. B. Nielsen, Scenic
theatre, Tyler, Minn. — General patronage.

CASEY AT THE BAT: Wallace Beery— 29%.
June 6-7. Nothing to it but a lot of beer drink-
ing. The poorest thing I have run in many a
day. Six reels. — E. J. Williams. Tivoli theatre,
Knoxville, 111. — General patronage.

CASEY AT THE BAT: Wallace Beery— Sep-
tember 4-5. This picture is supposed to be a
special, but I call it a poor special. Did not
draw here. Paid too much for it. — B. B. Nielsen,
Scenic theatre, Tyler, Minn. — General patronage.

RITZY : Betty Bronson — 20%. November 15.
Good picture with very little drawing power. Lost
money on this one. Six reels. — Robert K. Yancey,
Bonny theatre, Mansfield, Mo. — General patronage.

TOO MANY CROOKS: Mildred Davis— 18%.
June 13-14. Nothing to it. Very weak. Tent-
show competition killed business. Six reels. —
E. J. Williams, Tivoli theatre, Knoxville, 111. —
General patronage.

LOVE ’EM AND LEAVE ’EM: Louise Brooks
68%. November 18-19. Snappy title and an av-
erage story in the hands of a capable cast. Ran
a double program in “The Judgment of the
Hills.” Business light, due to local industrial
conditions. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

TIN GODS: Thomas Meighan — 30%. October
24-25. Does very well. Slow in first part, but

last two reels saved it. Seven reels. — A. J. Smith,
Texan theatre, Roaring Springs, Tex. — General
patronage.

HOLD THAT LION : Douglas MacLean — 20%.
November 1. No good. Would have made a good
two reel comedy. Six reels. — A. J. Smith, Texan
theatre. Roaring Springs, Tex. — General patron-
age.

THE PALM BEACH GIRL: Bebe Daniels— 60%.
November 10. A very good picture, lots of action
and comedy relief. It is old but it is a very
good picture and if you have it bought you have
no cause to worry. Seven reels. — Ray W. Mussel-

man, Princess theatre, Lincoln, Kan. — Small town
patronage.

THE CANADIAN : Thomas Meighan — 42%.
April 25-26. A poor Meighan drama. Absolutely
no life to it. About as poor a Meighan as I
ever ran. The better class want to see him but
not like this. Eight reels. — E. J. Williams, Tivoli
theatre, Knoxville, 111. — General patronage.

THE ENCHANTED HILL: Jack Holt— 70%.
October 28-29. Good picture, good acting for this
star, lots of pep. Give us some more. Jack. —
A. J. Smith, Texan theatre. Roaring Springs,
Tex. — General patronage.

64

EXHIBITORS HERALD

December 3, 1927

THE KID BROTHER: Harold Lloyd — 48%.
October 29. Have not reported on pictures for
some time mainly because the product used was
too old to require any report. Lloyd is still a
good bet and if he can get another out as good
as “The Kid Brother” the small town can still
run on Saturday night, at least one more Sat-
urday night. Those who have not yet played
this on account of price should get busy before
"Speedy” comes out. Eight reels. — 0. A. Fosse,
Community theatre, Ridgeway, Iowa. — Small
town patronage.

BARBED WIRE: Pola Negri— A very fine pro-
duction. Patrons came out remarking what a
fine picture, and one lady called up on the ’phone
the next day to tell us how well she liked the
picture. However, it failed to make expenses.
Some of the poor business may have been due
to the fact that there was a stock company
playing our town all week previous and on the
night we opened with this picture. Played two
days. — Ernest Vetter, Majestic theatre, Homer,
Mich. — Small town patronage.

THE ROUGH RIDERS: Special cast— Novem-
ber 13-14. A good Spanish-American War story
but 'we cannot understand why Paramount should
have such a big rental as this is not a costly
production so they get all the money and we
lose on it. Ten reels. — B. B. Nielsen, Scenic
theatre, Tyler, Minn. — General patronage.

TEN MODERN COMMANDMENTS: Esther
Ralston — November 2. This was a pleasing little
picture where Esther Ralston shows lots of swell
clothes. Seven reels. — B. B. Nielsen, Scenic thea-
tre, Tyler, Minn. — General patronage.

BEAU GESTE: Special cast— September 11-12.
This is a good picture, but did not draw and it
did not seem to please. Not good for small
towns. Lost money on it. Ten reels. — B. B.
Nielsen, Scenic theatre, Tyler, Minn. — General
patronage.

THE MYSTERIOUS RIDER: Jack Holt— No-
vember 17-18. A good Zane Grey story, not as
rough as usual, and even pleased the ladies. Am
sorry Jack left Paramount. There are plenty of
actors who can act Western roles just as good
if not better than he, but his name meant a little
at the box office, and that’s more than you can
say about a lot of the unknown bozos they are
trying out on us. Six reels. — Wm. E. Tragsdorf.
Trags theatre, Neilsville, Wis. — Small town pat-
ronage.

METROPOLIS: Special cast — Unusual picture
but drawing power only so-so. While the writer
was viewing this subject one young fellow turned
around and said, “Say, what the is this thing
all about?” That perhaps is the answer to the
question as to why “Metropolis” isn t for the
masses.— Harry M. Palmer, Riviera theatre, An-
derson, Ind. — General patronage.

SPECIAL DELIVERY: Eddie Cantor— October
30. There is not much to this comedy. It should
have been a special, but it is tiresome all the way
through. — B. B. Nielsen, Scenic theatre, Tyler,
Minn. — General patronage.

EVERYBODY’S ACTING: Special cast— Have
had so many punk ones from Paramount that I
was afraid to mention this one to the public,
but the small crowd that saw it were well pleased.
Step on it as an extra good program if you are
showing them this old. — G. Carey, Strand theatre,
Paris, Ark. — General patronage.

VARIETY: Emil Jannings — November 7-8.
What a lemon for me. Paramount can make
some of the biggest flops of any producer. Eight
reels. — A. J. Smith, Texan theatre, Roaring
Springs, Tex. — General patronage.

MAN OF THE FOREST: Jack Holt— December
15-16. If I could of played this when it was
new it would have been a good picture, but the
way it was there was too much of it gone the
way it was. It made it only a fair program
picture and made no money for me. Six reels —
P. G. Held, Strand theatre, Griswold, Iowa. —
General patronage.

CABARET : Gilda Gray — October 5. Gilda is
fine in this picture. Much better than “Aloma of
the South Sea.” She does some fine dancing.
Six reels. — B. B. Nielsen, Scenic theatre, Tyler,
Minn. — General patronage.

THE MANICURE GIRL: Bebe Daniels— No-
vember 4. Very nice of Bebe. Old and print in
bad condition. Seven reels. — A. J. Smith, Texan
theatre. Roaring Springs, Tex. — General patron-
age.

THE QUARTERBACK: Richard Dix— Very fine
picture. Many favorable comments, but it failed
to get the business. — Ernest Vetter, Majestic thea-
tre, Homer, Mich. — Small town patronage.

Pathe-P D C

THE ANGEL OF BROADWAY: Leatriee Joy
— 66%. November 6. Leatriee Joy does some
nice work as a salvation lassie in disguise. It’s
not a big picture but good for average houses.
It lacks heart appeal because of the 6tar’s de-
ceiving part. Seven reels. — Karl Gast, Argonne
theatre, Akron, Ind. — Small town patronage.

THE WISE WIFE: Phyllis Haver— 52%. No-
vember 4-5. An average picture. Six reels. —
Karl Gast, Argonne theatre, Akron, Ind. — Small
town patronage.

THE FIGHTING EAGLE: Rod La Rocque—
60%. November 9-10. A good play with Rod
La Rocque keeping you guessing. Quite a lively
picture, with some beautiful shots, but dark
photography. Nine reels. — Karl Gast, Argonne
theatre, Akron, Ind. — Small town patronage.

THE YANKEE CLIPPER: Special cast—

September 18-19. This is a good picture. We
did good business and pleased good, but too high
rental. Nine reels. — iB. B. Nielsen, Scenic the-
atre, Tyler, Minn. — General patronage.

FOR WIVES ONLY : Marie Prevost — Just

another can of film. A very weak offering for
Prevost. — G. Carey, Strand theatre, Paris, Ark.
— General patronage.

NO CONTROL: Special cast — October 9. Just
good program picture. Seems to please fairly
well. Six reels. — B. B. Nielsen, Scenic theatre,
Tyler, Minn. — General patronage.

THE NIGHT BRIDE: Marie Prevost — October
29. This was a clever little comedy. Six reels.
— B. B. Nielsen, Scenic theatre, Tyler, Minn. —
General patronage.

GETTING GERTIE’S GARTER: Marie Prevost
— Our people left the theatre with a great big
smile on their faces after seeing this picture.
The entire east measured up to expectations, film
in good shape and photography good, and con-
sidering the fact that this was written for light
entertainment in landed right in the middle of
the bulls eye and kept our patrons shrieking with
laughter. Seven reels. — Giacoma Brothers,
Crystal theatre. Tombstone, Ariz.

TWO GUNS OF THE TUMBLEWEED: Lee
Maloney — September 21. This is just as good as
any we have had. Maloney is good. Lots of our
customers like him. Five reels. — B. B. Nielsen,
Scenic theatre, Tyler, Minn. — General patronage.

Rayart

THE MIDNIGHT WATCH: Roy Stewart— 10%.
November 8. Very very good mystery melodrama
and it pleased all who saw it. Roy Stewart is
very clever in the police force. Six reels. —
Rudolf Duba, Royal theatre, Kimball, S. D. —
General patronage.

THE WOLF HUNTERS: Special cast— 10%.
November 16. Good picture all the way through
and looks like the Independent pictures have some
sense to them. Good stories and should please
every movie goer. Big producers watch out, if
you don’t start to make some good pictures like
this you’ll soon be out. Six reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

Tiffany

COLLEGE DAYS: Special cast — 50%. Novem-
ber 7-8. A very good picture of college life,
but can’t give it a good percentage on account
of half of the high school practicing for a home
talent. I think percentage should be rated ac-
cording to conditions and not box office reports.
Would report this one 90 per cent good. Seven
reels. — E. A. Rhoades, Grand theatre, Story City,
la. — Small town patronage.

United Artists

. I v

THE LOVES OF SUNYA: Gloria Swanson—
November 13-14. Only a fair program picture
sold at a special price. No more United Artist
■ pictures after my-presenlr contract runs out un-
less they sell their pictures at a live and let
live price. I am not making a cent on this
picture as their rental is too high for small
towns. Eight reels. — P. G. Held, Strand theatre,
Griswold, la.— General patronage.

RESURRECTION : Special cast — October 2-3.
This was a good picture. There was one place
that had a little bad scene but it just about
had to be there to make a good story. Splendid
acting except a little overdone. We had lots of
fine comments on this picture. Nine reels. —
B. B. Nielsen, Scenic theatre, Tyler, Minn.—
General patronage.

THE GENERAL: Buster Keaton — I see where
a lot of theatres pan “The General.” It was
liked here. If you are expecting a deep mystery,
of course, it will not please. It has gome extra
good comedy in it and is different. Drawing
power fair. — C. A. Kelley, Rex theatre, Custer
City, Ok la. — Small town patronage.

Universal

THE CAT AND THE CANARY: Laura La-
P lante — 90%. October 27-28. In this picture you
will find in combination the two essentials we
are all looking for — good drawing power and the
ability to please. Much the best mystery thriller
I have ever run. In my opinion it surpasses
“The Bat” and “One Exciting Night” and other
specials of similar type. Eight reels. — Homer P.
Morley, Princess theatre, Buchanan, Mich. — Small
town patronage.

THE CAT AND THE CANARY: Special cast
— A clever and entertaining mystery picture that
certainly hit with the audiences that saw it. Pic-
tures such as this are a tonic both for the box
office and the jaded movie patrons. — A. E. Han-
cock, Columbia theatre, Columbia City, Ind. — Gen-
eral patronage.

LES MISERABLES: French cast — 90%. No-
vember 9-10. A masterpiece program. Nothing
but favorable comments and brought people to
my theatre that never came before. I have one
movie fan who said everyone should be arrested
who didn’t see this picture. Work on the schools
and churches on this. Eight reels. — E. A.
Rhoades, Grand theatre, Story City, la. — Small
town patronage.

LES MISERABLES: Special cast — 80%. No-
vember 15-16. Here is a picture with exceptional
drawing power. However, it is slightly disapoint-
ing to the patrons. The tremendous cutting that
was done on this is apparent in several places
and the picture suffers from it. Otherwise the
picture is immense. Eight reels. — Homer P.
Morley, Princess theatre, Buchanan, Mich. — Small
town patronage.

PAINTING THE TOWN: Glenn Tryon— 80%.
November 18-19. Glenn, your a scream, if you do
as well next time you’ll be a world beater. Thi6
is one of those naturals you hear about. Boost
it along. Eight reels. — E. A. Rhoades, Grand the-
atre. Story City, la. — Small town patronage.

PAINTING THE TOWN: Glenn Tryon— 43%.
November 5. This is a dandy comedy and pleased
our people almost 100 per cent. Six reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

THE LOVE THRILL: Laura LaPlante^l0%.
November 13-14. A very light program picture
not worth the average Jewel price. Six reels. —
B. C. Brown, Temple theatre, Viroqua, Wis. —
General patronage.

HEY HEY COWBOY: Hoot Gibson— 20%. No-
vember 12. Good picture for the Western fans,
but others won’t come to see Hoot because they
think, “Oh, it’s just Hoot Gibson,” and they
would like to see “The Covered Wagon” for 25
cents all the time. Well, boys, step on it. Hoot
is good just the same. Six reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

WILD HORSE STAMPEDE: Jack Hoxie— 54%.
November 16. A good Western to fair business.
Weather very bad. Five reels. — E. M. Biddle,
Strand theatre, Paoli, Ind. — Small town patron-
age.

RAMBLING RANGER: Jack Hoxi«^70%. No-
vember 11-12. A good Western and will please
if you have a Western crowd. Needs a comedy
to help round out the program. — Ray W. Mussel-
man, Princess theatre, Lincoln, Kan. — Small town
patronage.

THE PHANTOM OF THE OPERA: Lon
Chaney — 100%. November 4-5. A wonderful pic-
ture. Drew good crowds both nights and pleased.
It’6 rather old and the film bad in places.
Charged 10 and 25 cents and made good money.
Ten reel6. — :Robert K. Yancey, Bonny theatre,
Mansfield, Mo. — General patronage.

CALIFORNIA STRAIGHT AHEAD: Reginald
Denny — 23%. May 2-3. A good Denny as most
all are, but failed to get the business as most
do. Eight reels. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

THE PRAIRIE KING: Hoot Gibson— 42%. No-
vember 11. A good Western mining 6tory with
lots of comedy. Patrons liked it very much. Six
reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

THE COHENS AND KELLYS: Special casU-
22%. June 1. A good comedy but ran It too
late. Don’t buy it now unless you can get it at
a low price. Condition of film only fair. Eight

December 3, 1927

EXHIBITORS HERALD

65

reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

WHAT HAPPENED TO JONES: Reginald
Denny — 60%. November 12. Good comedy. Had
a revival for opposition. Seven reels. — Robert K.
Yancey, Bonny theatre, Mansfield, Mo. — General
patronage.

OUT ALL NIGHT: Reginald Denny — Far the
best that Denny has done this last year. It is
sprightly. Marion Nixon is cute and mighty
personable to give the once over. She fits in with
Denny's line of comedy like a glove. A clever
picture well done in every way. It is audience
as we find them and what more is needed. Hope
Universal keeps up the pace. — A. E. Hancock,
Columbia theatre, Columbia City, Ind. — General
patronage.

THE ICE FLOOD: Special cast — It got by our
Friday night crowd with a good serial comedy,
two reel Western and Fox news, at 10 and 25
cents. Six reels. — G. Carey, Strand theatre, Paris,
Ark. — General patronage.

A HERO ON HORSEBACK: Hoot Gibson—
October 28-29. A pretty good picture. Not one
of Hoot’s best, but will get by if you use a
good comedy with it. Print good. Six reels. —
P. G. Held, Strand theatre, Griswold, la. — Gen-
eral patronage.

THE SILENT RIDER: Hoot Gibson — November
18-19. Hoot always good for my Saturday crowd.
I consider this one of his good ones. Lots of
comedy in it. I have played all of Hoot’s pic-
tures and they all give pretty good satisfaction.
Just stay in Western pictures where you belong.
Hoot, we need you for our farmer trade. Six
reels. — P. G. Held, Strand theatre, Griswold, la.
- — General patronage.

THE BRONCHO BUSTER: Fred Humes— This
is just a small Western. Don’t expect too much
and you won’t be fooled. Just fair. — C. A.
Kelley, Rex theatre, Custer City, Okla. — Small
town patronage.

THE CLAW: Special cast — November 4-5. A
good program picture. Print good. Seven reels.
- — P. G. Held, Strand theatre, Griswold, la. —
General patronage.

Warner Bros.

THE COLLEGE WIDOW: Dolores Costello—
70%. November 8-9. This is a good program at-
traction that is certain to please, especially the
younger generation. Not a special. Six reels. —
Homer P. Morley, Princess theatre, Buchanan,
Mich. — Small town patronage.

SAILOR IZZY MURPHY: George Jessel— 76%.
November 13. This one is so rotten it smells.
If you hiave it shelve it and save yourself em-
barrassment. This is my first report for over
two years and it was this awful picture that
prompted me to advise you. Seven reels. — Karl
Gast, Argonne theatre, Akron, Ind. — Small town
patronage.

RED HOT TIRES: Monte Blue— 26%. May 26.
Fair, but drew good on bargain night. Monte
is better in railroad stories or something real
exciting. Seven reels. — E. J. Williams, Tivoli
theatre, Knoxville, 111. — General patronage.

THE LIMITED MAIL: Monte Blue— 53%. May
20-21. Here is the kind of story made for Monte
Blue. An ideal show for the whole family. Seven
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

DON JUAN: John Barrymore — 30%. Novem-
ber 15-17. A big picture on the Douglas Fair-
banks style which failed to draw satisfactory
business. It’s a good picture, however. Ten reels.
— B. C. Brown, Temple theatre, Viroqua, Wis. — -
General patronage.

CLASH OF THE WOLVES: Rin Tin Tin—
36%. May 19. Rinty sure gets the business and
sends them home satisfied. Seven reels. — E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

THE BUSH LEAGUER: Monte Blue— October
24-25. A good picture that seemed to please
most of them. Clyde Cook assisted in no small
degree in putting it over. Seven reels. — Chancel-
lor Brothers, Ritz theatre. Arcanum, O. — Small
town patronage.

A SAILOR’S SWEETHEART: Cook-Fazenda
— November 9-10. We expected more from this
team than we got. Somebody slipped up on this
one, but not Clyde or Louise. Had some com-
ments— not favorable. Six reels. — Chancellor
Brothers, Ritz theatre, Arcanum, O. — Small town
patronage.

JAWS OF STEEL: Rin Tin Tin— November
11-12. We have to thank Rinty for some extra

business which we appreciated. This was very
interesting on account of the baby character.
Boost this one. Six reels. — Chancellor Brothers,
Ritz theatre. Arcanum, O. — Small town patron-
age.

THE NIGHT CRY: Rin Tin Tin— July 3.
This was a real good picture. Rin Tin Tin’6 best
picture I have had. Lots of comments on this.
Seven reels. — B. B. Nielsen, Scenic theatre, Tyler,
Minn. — General patronage.

THE THIRD DEGREE: Special cast — Novem-
ber 5. An interesting murder 6tory, but a story
that will please most of them. It’s a little sad.
Eight reels. — <B. B. Nielsen, Scenic theatre, Tyler,
Minn. — General patronage.

MILLIONAIRES: George Sidney — September

8. This picture was the best comedy we had
showed for a long time. It certainly pleased our
audience. Everybody told us how much they
liked it. Eight reels. — B. B. Nielsen, Scenic the-
atre, Tyler, Min. — General patronage.

THE MAN ON THE BOX: Sydney Chaplin—
October 8. A real good comedy, where everyone
got good laughs. A good and clean program
picture. Seven reels. — B. B. Nielsen, Scenic the-
atre, Tyler, Minn. — General patronage.

Short Subjects

EDUCATIONAL

BRIGHT LIGHTS: Bobby Vernon — Good.
Plenty of laugbs. Two reels. — E. J. Williams,
Tivoli theatre, Knoxville, 111. — General patronage.

DIRTY HANDS: Fair. Two reels. E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General pat-
ronage.

GOOD SPIRITS: Walter Heirs— Good. Two
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

HAVE MERCY : Fair. One reel. — E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General pat-
ronage.

MAD RUSH: Fair. One reel. — E. J. Williams,
Tivoli theatre, Knoxville, 111. — General patronage.

NEVER AGAIN: A1 St. John doing good. Two
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

OH! TEACHER: A good kid comedy. These
please in great shape. Two reels. — E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General
patronage.

ROUGH AND READY: A1 St. John— Fair.
Two reels. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

FBO

BEAUTY PARLOR SERIES: Special cast—
The two played of this series have proven to be
o. k. A1 and Kit a good comedy team. Two reels.
— Chancellor Brothers, Ritz theatre. Arcanum, O.
- — Small town patronage.

THE BEAUTY PARLOR: Special cast — About
the same as the previous series. Not as good
as some but think they will get by. Have only
run two so can’t tell how they are. A1 Cook
and Kit Guard are always good — C. A. Kelley,
Rex theatre, Custer City, Okla. — Small town pat-
ronage.

MANY A SLIP: Two-fifty express charges
both ways from Dallas wasted. Two reels. — A. F.
Young, Petrolia theatre, Petrolia, Tex. — General
patrbnage.

WANDERERS OF THE WAISTLINE: Three
Fat Men — First one for the heavyweight and it
was good for a lot of laughs. Two reels. — Chan-
cellor Brothers, Ritz theatre. Arcanum, O. — Small
town patronage.

THE WISECRACKERS: Special cast — “Shy
Knees” just like all other of the “Wisecrackers,”
pretty fair. Two reels. — Rudolph Duba, Royal
theatre, Kimball, S. D. — General patronage.

FOX

THE BATTLING KANGAROO: A mighty good
offering and contains a lot of laughter. Funny
from the first scene. Two reels. — Ray W. Mussel-
man, Princess theatre, Lincoln, Kan. — Small town
patronage.

FOX NEWS: These are the best of all news
reels. One reel. — Robert K. Yancey, Bonny thea-
tre, Mansfield, O.

OLD FLAME: Helen and Warren — Not so
much for an action-loving-comedy patron. It
might satisfy the elite but they don’t click for
me, consequently my patrons were not so strong
for this comedy. Two reels. — Ray W. Musselman,
Princess theatre, Lincoln, Kan. — Small town pat-
ronage.

HEEBIE JEEBIES: Our Gang — It is a new
Gang but they are just as funny as ever. A hyp-
notist casts a spell over them and they are imi-
tating all kinds of animals. If you think you
have a good laugh coming, book this and get
yourself a good seat, and if you have time, listen
to the rest enjoy it. Two reels. — Ray W. Mussel-
man, Princess theatre, Lincoln, Kan. — Small town
patronage.

PARAMOUNT

LIGHTER THAT FAILED: Charley Chase-
Just a comedy. Not very many laughs so I think
they did not care for it. Two reels. — Rudolf
Duba, Royal theatre, Kimball, S. D. — General
patronage.

MAMA BEHAVE : Charley Chase — Good. Two
reels. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

PATHE

ATTA BOY : Monty Banks — A slapstick com-
edy drama. Some thought it rather silly. Not
much to it. Fair business. — Ernest Vetter, Ma-
jestic theatre, Homer, Mich. — Small town patron-
age.

BARS AND STRIPES: Aesop’s Fable — Fair.
One reel. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

BUCK FEVER: Aesop’s Fables — A good fable,
as most of them are. One reel. — E. J. Williams,
Tivoli theatre, Knoxville, 111. — General patronage.

CHARLEY MY BOY : Charley Chase — Good.
Book it. Two reels. — E. J. Williams, Tivoli thea-
tre, Knoxville, 111. — General patronage.

CHASING RAINBOWS: Aesop’s Fable — Fair.
One reel. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

CIRCUS TODAY : Good. Two reels. — E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

DON KEY : Fair. Two reels. — E. J. Williams,
Tivoli theatre, Knoxville, 111. — General patronage.

DON’T BUTT IN: A poor one reeler. One reel.
— E. J. Williams, Tivoli theatre, Knoxville, 111. —
General patronage.

HIRED AND FIRED: A good one reeler. One
reel. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

HITTING THE RAILS: Aesop’s Fable — Good.
One reel. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

TIFFANY

MEMORIES: One of Tiffany’s Color Classics
and very beautiful. Well worth running. One
reel. — E. A. Rhoades, Grand theatre. Story City,
Iowa. — Sfnall town patronage.

UNIVERSAL

AND GEORGE DID: They laughed themselves
sick at this one. Two reels. E. A. Rhoades,
Grand theatre, Story City, Iowa. — Small town
patronage.

AROUND THE BASES: George Lewis— We
have a following for these “Collegians” and all
are enthusiastic followers and boosters. I would
advise buying these as they will surely satisfy
a sport lover, and what community doesn’t have
them ? Two reels. — Ray W. Musselman, Princess
theatre, Lincoln, Kan. — Small town patronage.

BUSTER’S LANDSCAPE: Arthur Trimble—
Not as good as some of the few new releases
but a fair comedy at that. Two reels. — A. G.
Wltwer, Grand theatre, Rainier, Ore. — General
patronage.

BUSTER’S PRIZE WINNER: Arthur Trimble
— Good comedy. The children are all right but
the dog is the whole show in all these comedies.
Two reels^ — Robert K. Yancey, Bonny theatre,
Mansfield, Mo. — General patronage.

BUSTER’S SLEIGH RIDE: Must report that
this is a fine comedy. Two reels. — E. A. Rhoades,
Grand theatre. Story City, la. — Small town pat-
ronage.

A CLOSE CALL: Few laughs and only 500 feet
on each reel. One reel. — B. C. Brown, Temple
theatre, Viroqua, Wis.— General patronage.

HONEST AND TRULY: Charles Duffy— Just
a good lively comedy from Charley which made
some interest. One reel. — Rudolf Duba, Royal
theatre, Kimball, S. D. — General patronage.

HONEYMOON QUICK STEPS: Arthur Lake
— Here is one that had them going like wild-fire
and, Arthur, give us more like it. One reel. —
Rudolf Duba, Royal theatre, Kimball, S. D. — -
General patronage.

66

EXHIBITORS HERALD

December 3, 1927

CHICAGO PERSONALITIES

By W. W . =

HARRY S. LORCH, of Pathe, was elected president of the Chicago
Film Board of Trade Tuesday, Nov. 22, after the resignation of
Jack Sampson, who had held the presidency for almost three years.
Sampson is now affiliated with H. Schoenstadt & Sons Theatre Enterprises.

Jimmie Gillick tendered his resignation
to Pathe on Tuesday of last week and left
the organization last Saturday. He is leav-
ing the film business for good, he says',
and after the first of the year will be in
business for himself.

Gillick entered the film business 10 years
ago as assistant booker for Pathe, and has
been with the same company in Chicago
ever since. He was branch manager of

Correction : Last week we made
an error in giving credit to the
wrong person for writing the
titles to the comic newsreel shown
at the Film frolic. The film, which
was called the “Illinois Exhibi-
tors’ News,” was prepared entire-
ly by the Fox exchange, and all
credit for this excellent film goes
to the Fox exchange.

Pathe short subjects when he resigned.
Mr. Gillick will be missed along the row.
His successor has not been named yet.

* * *

There was intense activity down the row
last Friday. Office boys were on the jump,
telephone girls were making innumerable
calls ; and small groups of film men could

be seen talking excitedly. Something big
was in the air. And if you must know
what it was all about, it was the big foot-
ball game Saturday. Everybody was mak-
ing a last minute search for tickets.

* * *

The Apollo theatre, after extensive re-
modeling, will open Dec. 15 as a motion
picture theatre for United Artists pictures,
with Balaban & Katz service. As a legit
house, the Apollo was our favorite theatre.
We hope we will still feel at home in it.

* * *

Clayton Hutton, general manager of
publicity and exploitation for Fox Films
in the British Isles, was a visitor in the
Fox exchange last week. He is making a
tour of the country to get an insight into
American methods. Clyde Eckhardt did
his part to show the Britisher the insides
of his exchange.

* * *

John Bobeng, of the Armitage theatre,
was down the row last week after several
weeks of convalescence following an oper-
ation.

* * *

I. Sussman has purchased the Adelphi
motion picture theatre from Lester Retchin
and H. E. Newell.

* * * .

Edward Szamecki, of the White Eagle
theatre, South Bend, was an F B O visitor

last week. He stayed over to see the
Irish of his home town defeat the boys
from California.

* * *

Red Johnson, F B O’s foreign embassa-
dor to Indiana, was in town last week.

* * *

Popular refrain: (on day after Thanks-
giving) Oh, why did I eat so much turkey?
* * *

Len Ullrich took his son to the game
Saturday. Of course Len didn’t care to
see the game. He merely wanted to take
his son. Len reports that he danced so
much at the film frolic, he lost five pounds.
* * *

Jack Baker at Universal informs me that
Universal’s “Joy Week” will be held from
Dec. 25 to 31, and that during this week a
special campaign will be made to place
Universal comedies.

* * * ■

Once upon a time there was a man who
owned a Ford that was the pride of his
heart. He nursed it through many winters
and guarded it with the loving care of a
mother. But at last the poor little ma-
chine showed signs of old age, and with a
breaking heart its fond owner turned it in
as down payment on a new Ford, but
Henry delayed in putting out his new
product. Then came orders for its owner
to go out into the country for the month
of December to sell fillums. Now the poor
little Ford and its owner have been re-
united. They will battle and rattle along
together again over the roads of Illinois.
Yes, sir, now that Briketto has his little
Ford with him again, he is a happy man.
* * *

Mona Ray and Virginia Gray, the two
young ladies who played Topsy and Eva
in Universal’s “Uncle Tom’s Cabin,” spent
Sunday in Chicago last week on their way
to New York.

* * *

Jack Baker says capital punishment is
too easy for people who drive without
lights. Coming from Freeport last week,
Jack smashed into a lightless car and was
thrown into a ditch. His Chrysler was

rather badly damaged.

:{S J{s Jfc

Tom Gilliam of First National has just
returned from a two weeks’ auto drive to
Florida. He spent most of his time in
Sarasota and Tampa, and says that the
swimming, fishing and other Florida pas-
times were great.

* * *

Mr. and Mrs. A. B. McCollum, who op-
erate the Lorraine at Hoopeston and the
Blackstone at Dwight were visitors at First
National last Friday.

* * =K

Miss Marie Pierson, who cues music and
pictures for Orchestraphone, is making
demonstrations over the country. She has
gone to Milwaukee and will go to Alabama
and New York.

* * *

Popular refrain: (after the football
game) Oh, why didn’t I follow my hunch
and bet the bankroll on the Irish?

* * *

“The Jazz Singer,” a Warner picture
starring A1 Jolson in .which he sings a
number of songs on the Vitaphone, opened
Tuesday night at the Garrick theatre.

* * *

Tess Heraty was among the film folk
who saw the big game.

:fc * *

Doc Malter, a prominent Chicago dentist,
but well known in Chicago theatrical cir-
cles, was among those who enjoyed the
recent film frolic. He was accompanied
by S. Howard Ehrenberg, and we would
like to ask S. Howard just what he knows
about Eighth and State streets.

Chadwick Pictures Corporation

lie RETURN of
BO/TON-
BLACK IE

from the Cosmopolitan Magazine Story

fry Jack. Boyle

COPLI9? PALMER.
RAYMOND GLENN
STRONG HEART

A FIRST DIVISION
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Naturally his first thought is
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JCfEIGH BORING towns report that previews of
“Grandma Bernle,” Fox picture, is tremendous
and its director, Jack Ford, an even greater master
than heretofore realized.

/N the front rank of screen writers is Alfred A.

Cohn, now preparing the continuity for “The Last
Warning” at Universal. His script for “We Amer-
icans” went into production on that lot this week.

L. XXXI, No. 12

December 3, 1927

IN the first 11 months of 1927, EXHIBITORS
HERALD has piled up an even larger mar-
gin of advertising patronage over the second
paper in the field than it did in the first nine
months of 1926, this despite a retrenchment
policy adopted by motion picture distributing
companies.

Intensive field subscription work and a steady
swing of the leading Eastern and Southern
theatre owners to the HERALD today for the
first time in the history of the motion picture
business promises the fulfillment of the hope of
every advertiser in the field — COMPLETE
COVERAGE IN A RESPECTED AND RE-
SPONSIBLE MEDIUM.

THE one paper which can accomplish
this task is EXHIBITORS HERALD
— understanding and reflecting the sen-
timent of every section of the country.

“Studio Preview” in This Issue

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

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Editors, The Studio

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There is no more important phase
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Upon its problems, activities and
personnel depends in a big measure
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the business.

In The Studio, the Herald offers a
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furnished upon application.

In This Issue —

OTUDIO budgets for the coming six months will total $67,000,-
000, United States Chamber of Commerce predicts big year for
business; Many big productions now in work on the West Coast;
Hollywood faces prosperous six months period.

^pHE Studio Preview, presenting the latest expert information
about the new pictures; Among the pictures commented upon
in this issue are “His Slave,” starring Billie Dove, “The Texas Steer,”
with WillT^ogers, and “Helen of Troy.”

BOB EARLY in this issue resumes his interesting and pertinent
column, “In Conference”— “The Men Who Write the Plays
You Show, by Harry E. Modisette, takes you behind the scenes for
a visit with the authors of the screen plays.

T3RODUCERS ban Equity pact for actors, plan new one; Conrad
Nagel declares that actors are in error for attempt to put Equity
shop in Hollywood studios; Players are warned to stay away from
the West Coast because of the present over-supply.

^pHE STUDIO presents in this issue the writers of good current
1 pictures; Stone, Younger and Yost head the list of scenarists;
Seiler takes the lead in the director’s list for December; Wood, Mee-
han, Ford and Green are near top.

4

STUDIO SECTION OF

Published Every Four Weeks by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications, in addition to The Studio, pub-
lished as supplements to Exhibitors Herald: Better Theatres, every
fourth week, and The Box Office Record & Eguipment Index, semi-annual.

Vol. XXXI December 3, 1927 No. 12

W age-Scale for Actors

PERSONS who would like to have themselves regarded
as confidential agents of very important persons in
the industry are passing information around in Holly-
wood to the effect that all of the leading producers have
entered into an agreement under which something like
a union scale of wages is to he established for actors,
including stars.

In the first place, the persons who are passing this
information around are agents of no one, confidential or
otherwise. They are acting on their own initiative and
for no purpose, apparently, other than getting the enjoy-
ment which certain types of people get out of creating a
spirit of unrest.

It may be plainly stated — and it should be plainly
recognized — that there is a great difference between
eliminating salary abuses, which have been obvious and
excessive, and introducing anything that even remotely
resembles a union scale of wages for actors, or even a
standardized scheme of payment for actors. The former
most certainly will be done, but, as to the latter, it is
absurd to consider that any successful producer would be
so lacking in intelligence as to think that acting talent can
be paid as if it were mere skilled labor. It is likewise
absurd to consider that any successful producer would
feel that such a course could possibly lead to better pic-
tures.

It is true that there will be a reformation in the matter
of compensation to acting talent. There not only “will
be” a reformation in this matter, but there is now a
reformation going on. The old order had to yield to a
better and sounder basis. In Hollywood, better than any-
where else, it has long been known that extravagant
abuses have existed. Favoritism or prejudice governed
in many cases. A hurst of temperament frequently got
results which ability did not merit. Many personalities
who were entitled to prominence and advancement were
kept in obscurity because of the ascendency of a wrong
policy.

* * *

BUT the progress of the business has been speeding
the day when acting talent, for the good of the in-
dustry, will be dealt with on a different basis. This new
basis is operating— already to some extent — and as time
goes on it will become more comprehensive and more
effective.

But the new basis absolutely does not mean any ridicu-

December 3, 1927

lous attempt to deal with acting talent as if it were just
another form of labor.

The motion picture industry is a business of personali-
ties, and the personalities who contribute to the advance-
ment of the industry must participate accordingly. It is
soundly economic to pay large salaries to stars whose box
office drawing power justifies such salaries. But it is
obviously only economic to pay such salaries to those
persons who do produce at the box office.

It is true that there have been cases where monetary
demands have been grossly excessive and quite out of
line with what the player’s personality was able to do at
the box office. With producers disposed as they now are
the star who insists on such a demand is doomed to sum-
mary disappointment. The threat to break a contract is
not going to create the confusion and panic of former
times. In other words, the industry has reached a stature
— and this has been materially influenced by intelligent
understanding among producers — which no longer makes
it possible for the industry to be dominated by any indi-
vidual or any group, whether they be actors or others.

Some are going to be hurt by the new order of things.
But these are persons who by accident or by fourflush
have succeeded in getting themselves into positions in
which they do not belong. And in being in these posi-
tions they have succeeded in getting for themselves finan-
cial incomes which they do not earn, which they are not
worth and which they never should have received.

Others are going to be benefited materially. These
will be those persons who, for one reason or another, have
been locked out of incomes that would be proportionate
to the kind and quality of serv ices they render to motion
picture entertainment. New talent will be particularly
fortunate under the new order. Names that are great,
not because of present accomplishments hut because of
traditions of other days, will have to yield to the new-
comers who are able to take their places and who, conse-
quently, should be permitted to take the incomes of their
predecessors. Youth will be served and served equitably.

* * *

WHEN the reformation is complete it probably will
be found that the industry is not spending a great
deal less for acting talent, but it will be found that the
amount being spent is divided up along distinctly differ-
ent lines.

The future, therefore, promises not an arbitrary cur-
tailment on the part of producers of what they spend for
acting talent, hut rather a more sane and a more equit-
able division of what is spent. And, consequently, the
only opposition this course should encounter would be
from persons who are unable to measure up to the de-
mand of contributing to the screen in proportion to what
they are paid.

It should not for a moment, however, be felt that any
system of standardized wage payment is going to be in-
troduced or attempted. The screen must have outstand-
ing individuals and personalities, and to attempt to press
them into a common mould of standardized payment
would be the height of folly.

Instead, talent which is recognized as such at the box
office, and particularly new talent which means new and
continued life for pictures, must be rewarded abun-
dantly.

And there are no facts whatsoever upon which to predi-
cate any rumor that leading producers do not agree
wholeheartedly with this position.

MARTIN J. QUIGLEY.

December 3, 1927

EXHIBITORS HERALD

5

Studios’ Budgets for Coming
Six Months T otal $67,000,000

Chamber of Commerce of
U.S. Sees Big Year Ahead

Fox Shooting on Big Schedule; Tinling Directing
“Soft Living” ; Borzage Completing New One

By RAY MURRAY

HOLLYWOOD, Nov. 29. — Approximately $67,000,000 will be expended
in making motion pictures here between now and early summer. This is
the biggest film production program ever known.

U. S. Chamber of Commerce Determines Trend

These facts are embodied in a survey recently completed by the United
States Chamber of Commerce ; a survey ordered to determine the trend
of business on the Pacific Coast. Hollywood is facing the most prosperous
six months period since it became the film capital of the world.

Cruze Wrecks Train in
“Night Flyer” Scene

(Special to the Herald)

HOLLYWOOD, Nov. 29.—
When the scenes of a train wreck
in ‘‘The Night Flyer,” a James
Cruze production for Pathe, were
shown in the studio, even the
hardened studio workers got a
thrill, it is said.

The wrecking of an entire train,
including the engine and several
cars, was taken in closeup. So
close were the cameramen to the
hurtling cars, their caps were
blown from their heads while they
ground their cameras, it is re-
ported.

Dixie Merchants
Plan Welcome for
Al Green Company

(Special to the Herald)

BIRMINGHAM, ALA., Nov. 29.—
Alfred E. Green, one of Hollywood’s best
known directors, arrived here today in
search of a location spot for the Fox pic-
ture he will direct next month. The pic-
ture is to be adapted from “Honor
Bound,” a novel by John Bethea.

In company with Green was Graham
Baker, scenario writer of the Fox staff.

This territory has been little used by
motion picture companies and the project
is causing considerable interest. Added to
that Green is one of the few Hollywood
directors well known to the people around
Birmingham and business houses are plan-
ning to organize a community welcome for
the company when it arrives to begin
shooting.

He will return to Hollywood December
5 to complete work on the script and to
cast the picture.

Tiffany-Stahl Signs

Two Colored Actors

(Special to the Herald)

NEW YORK, Nov. 29.— Tiffany-Stahl
Production announce that they have
signed on a long term contract, Stephen
Fetchit and Carolynne Snowden, two
colored screen performers, both of
whom appeared in the John M. Stahl
production, “In Old Kentucky,” released
by Metro-Goldwyn-Mayer. They are to
appear now in Tiffany “Gems.”

Johnson Assigned to

Clara Bow Company

(Special to the Herald)

HOLLYWOOD, Nov. 29.— Richard
Johnson, who has just been made a com-
pany business manager for Paramount,
has been assigned to Clara Bow’s com-
pany which is soon to go into produc-
tion on “Red Hair.” Johnson’s work
with William Wellman during the film-
ing of “Wings,” and “The Legion of the
Condemned,” was to a great extent re-
sponsible for his recent advancement, it
is said.

At Paramount studios six jpictures are
now under way and seven others are to
be started within a week. In addition
to these three “star” companies are
working on important productions.
These include Harold Lloyd’s new
comedy, “Speedy;” Fred Thomson’s
“The Pioneer Scout” and the Para-
mount-Christie special, “Tillie’s Punc-
tured Romance.”

Dix Working on Paramount Film

The six pictures in production are “The
Last Command,” starring Emil Jannings ;
“Abie’s Irish Rose,” from Anne Nichols’
famous stage play; “The Legion of the
Condemned,” a war story; “Under the
Tonto Rim,” a Zane Grey Western; “The
Traveling Salesman,” starring Richard
Dix, and a new picture starring Esther
Ralston.

The seven soon to be started are :
“Doomsday,” starring Florence Vidor;
“Red Hair,” with Clara Bow; a high speed
comedy with Bebe Daniels ; George Ban-
croft’s first starring vehicle written around
the oil fields ; a Wallace Beery-Raymond
Hatton special ; an Adolphe Menjou pic-
ture, “The Beauty Doctor,” and the second
W. C. Fields-Conklin comedy “Quick
Lunch.”

Tinling Directs Fox Picture

At the big Fox plant on Western avenue
seven companies' are shooting at present,
and as many more directors are working
on stories which will soon go into produc-
tion. James Tinling is directing “Soft Liv-
ing,” starring Madge Bellamy; Frank Bor-
zage is just finishing up a Janet Gaynor-
Charles Farrell starring vehicle “Lady
Cristilinda ;” Jack Blystone is directing
George O’Brien and Lois Moran in “Sharp
Shooters ;” David Butler is directing his
second college story, “Pigskin ;” Howard
Hawkes is making “A Girl in Every Port ;”
Lambert Hillyer is half way through with
“The Desert Whirlwind” and Albert Ray
is directing “Womanwise,” with an all star
cast.

John McCormick Seeks Male Lead

Preparations are being made for several
big productions also at First National
studios. John McCormick, producer of
Colleen Moore’s pictures, is looking for a
suitable leading man to play the role of
the British soldier in “Lilac Time,” soon
to go into production. “The Heart of a
Follies Girl” will be Billie Dove’s next
vehicle, to be directed by Korda, produced
by Carey' Wilson, and “Lady Be Good”
will present two of filmdom’s favorites,
Dorothy Mackaill and Jack Mulhall. Mil-

ton Sills is to be starred in “Burning Day-
light” with Doris Kenyon as feminine lead.

“The Noose,” starring Richard Barthel-
mes's, is about completed as well as Mervyn
LeRoy’s second First National comedy,
featuring George Sidney and Charles Mur-
ray, temporarily called “Aces Up.” Joseph
Boyle is directing “The Whip Woman,”
starring Estelle Taylor, with Antonio
Moreno and Lowell Sherman in support.

“The Chaser,” Plarry Langdon’s latest
feature-comedy entered its final production
period last week and will be sent to the
cutting room in another week or 10 days.

Sam Wood Making One at M-G-M

Five productions are occupying the at-
tention of a like number of directors at
Metro-Goldwyn-Mayer studios. Sam Wood
is making “Cloaks and Suits” (tentative
title) with Norma Shearer starred. Jack
Conway has William Haines under his
wing producing a polo story ; Edmund
Goulding has a large company headed by
James Murray and Joan Crawford in
“Rose Marie;” George Hill is directing
John Gilbert in “The Cossacks” and Tod
Browning’s newest opus is called “The Big
City,” starring Lon Chaney.

Warner Brothers studio is actively en-
gaged on four pictures. Under way are
“Across the Atlantic,” with Monte Blue,
which Howard Bretherton is directing;
“The Lion and the Mouse,” a Lloyd Bacon
production with May McAvoy and Lionel
Barrymore ; “Powder My Back,” a, Roy
Del Ruth picture with Irene Rich; “Do-
mestic Troubles,” with Louise Fazenda and
Clyde Cook, directed by Ray Enright.
Archie Mayo and Michael Curtiz are pre-
paring “The City of Sin” and “Tenderloin”
respectively.

Universal has five Jewel productions' in
work and two preparing. Millarde Webb
is directing “Honeymoon Flats” with
George Lewis and Dorothy Gulliver fea-
tured. Will Wyler is making “Anyone
Here Seen Kelly,” with Bessie Love
starred ; William Beaudine is preparing^
and will start shooting this week on “Home
James.”

“Hot Heels'” is the latest Universal-
Jewel directed by William Craft, with
Patsy Ruth Miller and Glenn Tryon fea-
tured and “Thoroughbreds” is the title of
Robert Hill’s latest production with an all-
star cast.

Immense sets and hundreds of extras
are being used for “The Man Who
Laughs,” Paul Leni’s' elaborate production
( Continued cm page 20)

6

STUDIO SECTION OF

December 3, 1927

THE STUDIO PREVIEW

In New Orleans a hundred years
ago people were violating a prohi-
bition act much as they do now-
adays,— except that they were pro-
hibited from importing slaves. “His
Slave” begins with that premise and
develops into an unusual story about a beautiful girl
and a fencing master.

The greatest interest arises when the plantation
owner charges that she, the “Belle of New Orleans,”
is of negro blood and was, at the age of 4, his slave.
Proving his point the plantation owner holds a slave
auction at which her former sweethearts and admirers
openly bid for her possession.

The march of the slaves to the jailhouse with Billie
Dove trudging along is impressive and is forceful
drama. Miss Dove standing on the auction block is an
artistic — also impressive — picture.

Aside from the title, which will most likely be chang-
ed, there are two phases of the picture which invite
criticism. George Fitzmaurice has boldly attempted
to change the style of Miss Dove’s work by directing
her as he might direct Corinne Griffith, and he jeopar-
dizes her extreme popularity by so doing. Miss Dove
became famous for her beauty and for her conserva-
tive manner of emoting. For her to change that style
now is like Coolidge turning democrat and running
for re-election.

The second phase that invites comment is the tiring
introduction that wears through three reels.

The titles are good as a whole and the photography
is beautiful.

The fencing master is played by the young Gilbert
Roland who still hangs his head when speaking to
ladies and who still stalks about the set stiff-legged
as he did not long ago when he was eager for a bit in
a picture. A very “promising” young man is Gilbert.

—HODGES.

^

Billie Dove
Changes Style
in “His Slave”

First National has made a picture
“Helen of Trov” ^at expl°itation men will probably
_ . step on gayly when it goes around

S. . armin£’ because of its vast tieup possibili-

Satirical Film ties. It is “The Private Life of
Helen of Troy,” the story Homer
told us a long time ago about Paris, Helen and Mene-
laus. But it’s told in John Erskine’s manner and John’s
manner is much more appealing to school children than
Homer’s — unfortunately.

I admit I haven’t seen it since Ralph Spence com-
pleted titling it but when I have ended this item you
will probably realize why I dare report it before the
titling was completed.

Mr. Spence is one of the few title writers in this little
town who receive $100 per sub-title.

Mr. Spence’s bill for his service will be quite ap-
propriate to the picture — everything about it smacks
of magnitude.

When it comes to building sets of huge dimensions
and artistic coloring Alexander Korda makes Griffith
and De Mille look on enviously.

The picture sticks closely to the story, minimizing
some of the non-essential characters and dwelling at
length on Lewis Stone, Maria Corda and Ricardo Cor-
tez. Ricardo elopes with Miss Corda and her husband,
Lewis Stone, leads the Spartans against the Prince of
Troy.

Miss Corda has followed the excellent direction of
her husband admirably with the result that her per-

formance is an outstanding feature of the production.
He instilled the Erskine satire into the picture with
uncanny ability and gave us a picture which no other
director in America would touch. Mr. Korda’s task
was an unusual one because the picture is based upon
a theme unlike anything ever attempted by a film pro-
ducer.

Miss Corda depicts the “Helen” that most of us think
of in the Homer classic. She is very feminine and brings
to the American screen a grace and charm remarkably
suited to the role she played.

Howard Green, who receives screen' credit for the
comedy construction has the ability to obtain more gags
from a warrior’s jacket and a pair of shoes than a Chap-
lin in his heyday.

The picture will be previewed tomorrow night and
by that time this page will be on the presses. But
without Mr. Spence’s service I enjoyed the picture so
that is little use of my reporting tomorrow night’s
show.

—HODGES.

* * *

Billy Bevan and his troupe of as-
sistant funmakers go to Tia Juana, Biu Bevan In
the famous Mexican racing resort,
in his forthcoming Sennett comedy, Cffie About

“Hubby Steps Out.” The plot of Tia Juana Race
this two-reeler concerns the efforts
of a henpecked husband to get away from home for a
day with his fellowworker, Vernon Dent. Dot Farley,
who plays the wife, sees through the scheme, follows
them to Tia Juana and spoils their fun. The racetrack
scenes and the scenes in the Mexican bar are especially
interesting and extremely funny. Harry Edwards is
responsible for the direction.

—MURRAY.

* * *

When Reginald Denny wiggles
his ears, look out! He’s apt to
bounce one right off your chin, be-
cause it’s a sign he’s mad ! And
when he’s mad nothing can stop
him, not even the “cham” heavy-
weight.

That’s the story of “On Your Toes,” Reginald
Denny’s latest from Universal, and by far the best he
has made for that company in a dog’s age. Fred New-
tneyer directed and made a good job of it; the titles
by Albert DeMond are especially fitting and refreshing
and the story is told in such a manner it all sounds
logical, with Denny as perfect character. Few actors
are convincing in fight pictures. Denny is. He knows
his prize ring and for that reason this picture, which
is one-half ringside stuff, is thoroughly real and en-
joyable.

The story opens with Denny as the spoiled grand-
child of an indulgent grandmother. He has the fighting
spirit, however, and when tantalized by a larger young-
ster, his ears begin to work up and down and he whips
the other fellow. Later he teaches aesthetic dancing,
which pleases his grandmother but brings in little reve-
nue. A fight promoter hears of the boy and knowing
he is the son of a former heavyweight, plans to train
him. He is disgusted when he finds him teaching
dancing. He moves to New York to continue his danc-
ing school, fails, and is forced to drive a cab about the
streets. He meets and floors the champion when he
insults him in an altercation. The champion’s manager
( Continued on page 21)

“On Your Toes”
Is a Good
Job of Denny’s

December 3, 1927

EXHIBITORS HERALD

7

“Studio” Presents Writers

of Good Current Pictures

Stone, Younger and Yost Head Scenarist List; Seiler Takes
Lead of Directors’ List for December; Wood,
Meehan, Ford and Green Near Top
By DOUGLAS HODGES

Alan Hale Acquires
Picture Rights to
“Moon Mullins"

(Special to the Herald)

HOLLYWOOD, Nov. 29.— Alan Hale
has acquired motion picture rights to
“Moon Mullins,” a popular comedy strip
as an expression of his belief that pictu-
rizations of this type of material are evi-
dencing a mounting degree of mass appeal.

The Frank Willard creations— Moon,
his kid brother Kayo, Little Egypt,
H. Hamilton Howl, Miss Howl, Emma
Schmalz and other figures in the Moon
Mullins menage — are followed daily by
millions of readers throughout the world
and indicate a similar success in celluloid
form, according to Hale’s conviction.
“Ella Cinders” and “Harold Teen,” other
comic successes, already have been pur-
chased for pictures with Robert Kane
planning early production of the latter to
follow the tremendous boxoffice vogue of
Colleen Moore as the “Cinderella of the
Movies.”

“Winnie Winkle” also has been filmed
but in two-reel form while Hale believes
that “Moon Mullins,” because of its con-
tinuity of story interest, comedy and sus-
pense elements, is ideal for feature treat-
ment. “I do not know whether or not I
will be able to create ‘Moon’ for the
screen,” said Hale, “because I am under
contract to Cecil B. DeMille and choice of
my roles lies in his exclusive province but
I sincerely hope so. If not it still becomes
excellent material for any number of
capable comedians in pictures. I acquired
certain rights to Moon because I know that
when millions laugh with and enjoy such
a character in the newspapers this same
reaction awaits the moving visualization —
in other words, ‘the picture’.”

Hale has returned from a brief vacation
in San Francisco to launch his next pro-
duction for DeMille.

F-N’s u The Love Mart”
Will Be Given Double
Premiere December 3

( Special to the Herald )

NEW YORK, Nov. 29. — “The Love
Mart,” the George Fitzmaurice-Billie
Dove special, filmed under the working
title of “Louisiana,” will have a double
premiere. It will open on December 3
at the Granada theatre, San Francisco,
and at Loew’s State in Los Angeles.

The picture is an adaptation from
“The Code of Victor Jallot,” a novel by
Edwin Childs Carpenter of early New
Orleans. The cast includes Billie Dove,
Gilbert Roland, Noah Beery, Armand
Kaliz, Emil Chautard, Boris Karloff and
others. The picture will be released
generally December 18.

Fox Will Build World’s
Largest Stage Soon

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Fox Films
Corporation will soon have the largest
stage in the. world, at its Fox Hills loca-
tion, it is said. This new stage will meas-
ure 300 by 425 feet and contain 60 dressing
rooms as well as other necessary equip-
ment.

Every available foot of ground space is
occupied by stages, mechanical buildings
and offices at the main Hollywood studio
on Western Avenue and Fox officials have
been forced to build the necessary addi-
tional stage at Fox Hills.

I OU SEILER’S name reached the top of
'-'the list of directors whose current pic-
tures this month show extraordinary box
office strength. “No Man’s Gold” is the
picture which topped the Box Office
Ticker.

Sam Wood fell into second place for
the direction of “Rookies.” “Keeper of
the Bees” again advanced, placing its di-
rector, Leo Meehan, third.

“The Iron Horse” went from eighth to
fourth place, bringing Jack Ford’s name
again within the first five. Alfred E.
Green’s name completes the trio of Fox
directors near the top of the list. Three
of his recent pictures which continue to
hold a steady pull for exhibitors are
“Irene,” “Ella Cinders,” “It Must Be Love.”

The revised list for December follows :

1. Lou Seiler (3) 79.7

2. Sam Wood 78.9

3. Leo Meehan 77.3

4. Jack Ford 76.8

5. Alfred E. Green 76.8

6. John Waters (2) 76.3

7. Harry Pollard (2) 75.2

8. George B. Seitz (4) 74.

9. George Hill (2) 73.2

10. Clarence Badger (3) 73.

11. Hobart Henley 72.8

12. Henry King 71.9

13. David Kirkland (5) 71.2

14. Harry J. Brown ..71.

15. Edward Sedgwick (5) ...70.8

16. Cecil B. DeMille 70.7

17. Monte Brice 70.

18. Roland West 69.5

19. Millard Webb 69.3

20. W. S. Van Dyke 68.8

21. George Fitzmaurice 68.1

22. William Nigh 67.6

23. Ted Wilde 67.5

24. Fred Newmeyer 67.2

25. A1 Parker 67.2

26. Clarence Brown 66.7

27. Clifford Smith 66.2

28. Fred Jackman ..66.1

29. A1 Rogell (3) 66.

30. Gregory La Cava (2) .65.

31. Edward Sutherland (2) 64.7

32. Allan Dwan (2).. 64.6

33. Herman Raymaker (2) 64.3

34. Roy Del Ruth 64.1

35. Victor Seastrom 64.1

36. Sam Taylor 64.

37. Paul Sloan 63.9

38. Reginald Barker 63.8

39. William A. Seiter 63.4

40. Michael Curtiz 63.2

Says Films Over-Stress
Need of Physical Beauty

(Special to the Herald)

ST. LOUIS, Nov. 29. — “Al-
though the pictures are a tremend-
ous educational force,” said Miss
Florence L. Norton, Sunday
school supervisor, here last week,
“I hold that their effect is often
harmful. The idea of physical
beauty and charm is stressed to
the exclusion of the elements of
character and personality, and the
young girl, if she lacks physical
beauty may get the idea that she
is a failure.”

NAMES of 50 screen writers whose
pictures have shown decided box
office strength are herewith presented.
Percentage opposite each name corre-
sponds to percentage average by the
writer’s picture as calculated from Box
Office Ticker reports made by exhibi-
tors to The Herald.

No name is repeated in the list although
many have been found having more than
one picture rating between 50 and 80 per
cent. In such cases a numeral in paren-
thesis indicates the number of pictures thus
registered.

A picture which registers 75 per cent is
one which drew receipts equalling 75 per
cent of the theatres’ house records.

This list does not attempt to prove that
the name at the top of the list is a more
worthy writer than any others but that one
of his current pictures has averaged
greater receipts than other current pictures.
In other words the sole function of the list
is to identify the writers of pictures which
are currently popular with exhibitors.

Incidentally it is believed that exhibitors
will find it advantageous to acquaint them-
selves with the people who are providing
scenarios from which their pictures are

made.

1. John Stone (5) 79.7

2. A. P. Younger (4) 78.9

3. Dorothy Yost (3) 77.3

4. Charles Kenyon (2) 76.8

5. Rex Taylor 76.8

6. Fred Myton 76.3

7. Alfred A. Cohn (2) 75.2

8. Ethel Doherty (3) 74.8

9. E. Richard Schayer (2) 73.2

10. Elinor Glyn 73.

11. Finis Fox 73.

12. Frances Marion (3) 71.9

13. Isadore Bernstein 71.4

14. Frank M. Clifton (2) 71.2

15. Marion Jackson (4) 71.

16. Edward Clark 70.9

18. Larry Weingarten 70.8

19. Lenore Coffee 70.7

20. Julien Josephson 69.5

21. Bess Meredyth 69.3

22. B. F. Oxford 68.6

23. Frank Griffin 68.5

24. Charles A. Logue (3) 67.7

25. R. S. Harris 67.2

26. Will M. Ritchey 66.8

27. Benjamin Glazer 66.7

28. June Mathis 66.5

29. Curtis Benton 66.2

30. Fred Jackman 66.

31. Elton Thomas 66.

32. D. W. Lee 65.9

33. J. Clarkson Miller 65.

34. Lucien Hubbard 64.8

35. John McDermott 64.7

36. Hope Loring (2) 64.5

37. Ewart Adamson 64.3

38. Darryl Francis Zanuck 64.

39. Albert S. Le Vino 64.

40. Rex Taylor 63.4

41. Frank M. Clifton 63.4

42. Robert Lord 61.8

43. David Kirkland 61.4

44. Edward T. Lowe, Jr 61.2

45. W. C. Clifford 60.6

46. A1 Boasberg 60.2

47. Frank Holliday 60.

48. Gerald Duffy 60.

49. Winnifred Dunn 59.3

50. F. Hugh Herbert 59.3

8

STUDIO SECTION OF

December 3, 1927

IN CONFERENCE

By Bob Early

The Men Who Write
the Plays You Show

•By Harry E. Modisette m

rPHE talking pictures will soon be in our midst. Warners with the Vita-
phone and Fox with the Movietone are getting ready to augment the visual
with ear entertainment and the results are being awaited with much interest
in Hollywood. Actors with poor speaking voices are in a state of nervous
agitation because if the various experiments turn out successfully and actors
really speak titles aloud, the player with an untrained voice will be decidedly
out of luck, no matter how well he screens. But the recruits from the “speak-
ies” are praying hard for the success of audible films.

Warners, it is understood, will attempt to film the famous old stage success' “The Lion
and the Mouse” with complete Vitaphonic dialogue. The company was encouraged to try
the experiment because of the success of “The Jazz Singer,” although the Jolson piece
has played in only a few of the larger centers. Most film folk are extremely skeptical,
the writer included. Under the present supervisorial system of making pictures in
Hollywood, filming a stage vehicle with the voices present and accounted for, would
be something of a joke. Anyhow, we shall see.

Could Have Done It in One

A well known writer was recently sent for by a well known producer who
will have to remain unidentified except for the fact that his initials are S. G.
The writer had submitted a story and the producer had sent for him to slip
him a personally conducted rejection. It doesn’t do to let these writers get
too cocky, y’know. The author wasn’t satisfied with the statement and asked
the producer to tell him what was wrong with the story. “What’s wrong
with it?” queried Sam, “I’ll tell you in just two words — im-possible !”

A HUSKY NEWCOMER

Tiffany-Stahl is the healthiest threat to the supremacy of the big producers to be
developed in several years. John Stahl, who quit M-G-M to cast his lot with Tiffany
is reported to be getting a salary of $150,000 annually to supervise production for the
new company. The purchase of the old Griffith-Fine Arts studio was the first important
move of the new concern and a heavy production schedule has been laid out. Much is
expected of the company under the Stahl regime.

As to a Hollywood Author

Hollywood’s literati which has suffered under occasional vitriol barrages from the pen
of Jim Tully are getting a kick and a chuckle out of a story that is going the rounds
anent the origin of Jim’s most recent book, “The Circus Parade.” Heinie Mencken and
all the other polysyllabic boys who specialize in making hitherto untamed words jump
through hoops and walk on their hind legs, have acclaimed Jim’s book as the ne plush
ulster of modern literchoor.

Well, lads and lassies of bookland, it seems that the titian-haired James isn’t above
taking his stuff where he finds it. According to the story, the material in “The Circus
Parade” is said to have been provided by an obscure Hollywood writer, who actually
experienced the things that James tells about — and which are credited as his personal
experiences. The unknown writer is even said to have written about 90 per cent of the
book. Tully first won the disregard of the film colony by his public criticisms of Charlie
Chaplin, for whom he had worked as a press agent, and whose bounty he had received.
Then he started doing interviews of film celebrities for Vanity Fair which didn’t go so
good in Hollywood. “Beggars of Life,” his first book, purports to be incidents of Tully’s
life as a hobo and thus far no one has any doubt as to Jim’s claim of having been a
tramp.

ALL SERENE AT THE U.

Despite predictions of a shake-up at Universal, Uncle Carl Laemmle has been home
for several weeks and Universal has the same general manager. It hardly seems possible
but the same manager, Henry Henigson, has been on the job more than a year, which
just about sets a record. Not that other ambitious young men do not aspire to the job.
Far be it from such; because there is a horde of them scattered about literally panting

( Continued on page 30)

TNISTANT mountains bathed in purple
at sunset, snow-capped peaks, the em-
pyrean sentinels over miles of country-
little hamlets and populous big cities and a
vast desert grown over with picturesque
cacti, Jonathan trees, mesquite and bright-
colored flowers, sequestered woodlands
where only the chirp of birds disturbs the
sacred silence of sycamores. . . .

And still they say traveling is a fool’s
paradise! It was not so with John Muir,
Theodore Roosevelt, Jack London, Bret
Harte, Robert Louis Stevenson, Zane Grey,
Walt Whitman and a host of others. As
to them, traveling will always be the in-
spiration of creative writers whose imagi-
nations, disdaining confinement, become
prolific with ideas under the spell of na-
ture’s matchless amphitheatre.

Nothing can take the place of travel in
giving life to the pens of those writers
who entertain the public with their vivid
fictional romances or those who contribute
original stories to the motion picture
studios, bringing happiness to the thou-
sands the nation over who find relaxation
and self-detachment by leisure reading or
the evening cinema.

Perhaps the truth of these statements
can no better be shown than through the
assertions of the writers themselves, and
it is doubtful whether any city or socalled
writers’ colony has such a vast congrega-
tion of creative literary workers as Holly-
wood. Do they come to filmland and stay
the rest of their lives without taking
periodic jaunts through every section of
America and sojourns into foreign lands?
Never an issue of a daily newspaper comes
out but that it tells of some author leaving
on a vacation tour. The wells of the writ-
ers’ imaginations would soon be dry were
it not for the inspiration of travel.

But after the pleasure of the travel is
over, writers once again must settle down
to serious, nerve-wracking business, pore
over the notes they have made during their
jaunts and labor far into the night to draw
the colorful pictures they make for the
cinema.

“It’s hard, boresome labor,” says Burnett
Hershey, whose acquaintance I made in
the lobby of the Hollywood Plaza, in
Hollywood, where I was fortunate in find-
ing a whole colony of authors while gath-
ering this data on the secrets of their art.
“I sometimes work from 12 to 14 hours a
day and don’t even relax by going out for
meals. I have them sent to me. I prod
myself, and when I get an idea for a story
either for the magazines or motion pic-
tures, I have to stand by it until it virtually
becomes a completed painting. Travel? I
couldn't write if I didn’t travel, but the
actual creative work is over my type-
writer.”

Hershey is a young man, less than 30,
but is already the author of several suc-
cessful plays, including “The Bandit
Prince” which brought further distinction
to the famous Japanese actor, Sessue Hay-
akawa, several seasons ago and the “Bar-
ber of Seville,” which George M. Cohan
is producing this season in the East with
Leo Carillo.

Burr McIntosh, actor, poet and philoso-
pher, who gave his services to Uncle Sam
during the World War by entertaining
thousands of soldiers in the various train-
( Continued on page 30)

December 3, 1927

EXHIBITORS HERALD

9

Titles Will Always
Be Necessary in
Films, Says Writer

(Special to the Herald)

HOLLYWOOD, Nov. 29.— The recent
perfection of various sound-producing
devices used in connection with motion
pictures has revived the old statement that
film titles as written will soon be a thing
of the past, suggesting that all title writers
will soon find themselves out of jobs.

Rufus McCosh and Dwindle Benthall,
whose titles have been an important factor
in such pictures as “Camille,” “The Drop
Kick” and “Smile, Brother, Smile,” are
strongly of the opinion that such a con-
dition is unlikely.

“The element that a title writer gives to
a picture is a definite and distinct quality,”
says Dwindle Benthall, “and is something
which neither the author, scenarist, directoi
nor actor supplies. It is a knowledge of
words — their use and effect. If titles are
spoken they will still be composed of
words, and as much or more care will have
to be used in the choice as now.

“Titles will have to be written before the
picture is ‘shot’ instead of afterward, and
while this sounds simple, it means such
an absolute reversal of the present method
of making pictures that it would revolu-
tionize the whole process. A play-making
element would enter which is not practical
for pictures, because action and dialogue
registered in film cannot be changed or
revised as is a stage play after it is sub-
mitted to various audiences.

“At present titles are the most fluid ele-
ment in pictures. They are relied upon
to take care of any changes in emphasis,
clarity or logic that become necessary in
the editing of even the most perfectly
directed pictures. As perfection of prepa-
ration and direction increases, explanatory
titles become fewer and less necessary, but
a certain amount of dialogue will, for a
long time, add to the interest of any drama
that is more than elemental in its appeal,
and that dialogue cannot be supplied by
the director on the spur of the moment,
or by the actors themselves in the midst
of an emotional scene. It must be written
by someone whose business is words.

“Now they are usually written to meet
the demands of the picture in film form.
Perhaps, in time, they may be written be-
fore the picture is shot and given to the
actors to say, but that will only be when
scripts are written to exact footage, and
when picture producers are so sure of
their product that they do not have to con-
sider changing it to meet the demands of
an audience.

“But at any rate, titles will be written
and will be as much a part of a picture as
dialogue is of a play, or the libretto of a
musical production.”

Trade Journals Are
Spreading Wholesome
Data Says F-N Writer

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Howard
Green, who provided the comedy construc-
tion for First National’s “Helen of Troy,”
has begun work on the adaptation of a
story for Charley Murray. It is called “It’s
All Greek to Me.”

Green said last week that he believes
“trade journals are doing an excellent
work in spreading throughout the world
wholesome facts regarding Hollywood and
its workers.” Up to recent months “many
people a thousand miles from the center
of production were of the importance of
writers in the making of pictures.”

Producers Ban Equity Pact
For Actors, Plan New One

Nagel Declares Actors in Error for Attempt to Put Equity
Shop in Hollywood; Players Warned to Stay Away
from Coast Because of Oversupply

(Special to the Herald)

HOLLYWOOD, Nov. 29. — The Actors’ Equity Association is “all
washed up” so far as the motion picture industry is concerned. At a
general meeting of the motion picture division of the A. E. A., held at
the Writers’ Club last week, the executive committee reported that the
organization had failed in presenting the uniform Equity contract to the
producers.

“Contract Ignores Equity,” Nagel

Conrad Nagel, chairman of the committee, addressed the 250 film folk
and admitted that Equity was being ignored in the proposed standard
contract. He said:

“As chairman of this committee I have
to report that our proposed uniform Equity
contract has been refused. However, a
standard contract for the motion picture
actors is now under consideration which
has already been approved by the Academy
of Motion Picture Arts and Sciences.” He
added further: “It is my belief that since
Equity has failed, due to lack of active
support from the motion picture branch of
this organization, we seriously consider the
standard contract now up for debate.”

He also stated the executive board
had decided it useless to take up the
contract with the National Equity As-
sociation, which indicated that a de-
cided break had come between the
Pacific Coast branch of the A. E. A.
and the parent body. There was some
protest against the move, but the ma-
jority seemed to favor it.

Nagel further stated that the Equity
Shop had “died” here with the settlement
of the wage cut question last summer and
the establishment of the Academy of Mo-
tion Picture Arts and Sciences. He pleaded
for the preservation of the union body, but
warned that it must be less militant than
the national organization with which it is
allied.

“The producers made a serious mistake
when they attempted a general wage cut,”

said the chairman, “but the actors made a
still more serious error when they tried to
put Equity shop in Hollywood.”

The meeting, which was called ostensi-
bly to discuss the so-called “foreign in-
vasion” of actors from across the sea, de-
veloped into a heated session over the
standard contract. A resolution was passed,
however, characterizing the move as unfair
and un-American.

Warns Actors to Stay Away

A motion was made to discourage actors
coming to Hollywood. The chairman of the
evening pointed out that only 60 out of 120
recognized directors were constantly em-
ployed and on an average only ten fea-
tured players are needed for one production.
With all 60 directors working only 600
actors would find work.

There are over 4,000 recognized featured
players in Hollywood — actors who can play
leads and important roles — seeking em-
ployment. The overflow of talent at the
present time is acute and it was suggested
the word be broadcast that no more talent
is desired.

With relation to the anti-foreign resolu-
tion Rod LaRocque said: “Hollywood must
not discourage actors. Ambition cannot be
downed. We should not broadcast our
situation to foreign lands.”

<| Phyllis Emerson
(middle) is the win-
ner of the annual
Krazy Kat cup pre-
sented hy Charles B.
Mintz, producer of
the Krazy Kat car-
toons distributed by
Paramount. Mintz is
on Miss Emerson’s
right, and Nat Mintz
also appears in the
picture. Miss Emer-
son is a Vanities girl,
as are the two others
shown here.

10

STUDIO SECTION OF

December 3, 1927

Rambling ’Round in Hollywood

IT was the duty of Arthur Rankin, motion picture actor, who spent
some time in England with the Canadian troops before going to the
front, to sally forth with a net and keep butterflies from despoiling
a cabbage patch maintained by the officers’ mess of the British Army.

BUT that wasn’t as bad as the task
dished out to an assistant director
on the United Artists lot. He was told
to bring in a dozen sacks of sunflower
seeds. Slav Tourjansky, Russian direc-
tor, wanted them for hundreds of Slav
extras in John Barrymore’s new United
Artists picture, “Tempest.” The Rus-
sians, Tourjansky explained, prized the
sunflower seeds as much as some Amer-
icans prize chewing gum. Barrymore
straightway said he would stand treat
for all the helianthus seeds the Russians
could chew. “Let the Slavs go to seed,”
he said, “but they must blossom when
they are called on to act.” The Russians
repaid him tenfold. Filled with sun-
flower seeds, they put all they had into
their art, and sent Barrymore a vote of
thanks, tersely written in their native
language.

* * *

Which emphasizes the fact that Barry-
more is one of the most beloved stars
in Hollywood. He’s always doing a
good turn for someone. He keeps his
kindness a secret. He lives as he acts —
in sincerity — and he’s mighty good at
both.

* * *

There was an actor of fair prominence

.who heaved into Hollywood recently and
ran into the arms of an enthusiastic
press agent, whom he hired. “Tell you
what you do,” said the P. A. “Go

around to the newspaper offices with me.
I’ll introduce you to the motion picture
writers. Great stunt, eh? You can sell
yourself to ’em. Just tell ’em the truth.
No faking. TRUTH is what they like.”

“Say,” replied the actor, “I can sell
myself better than the man on the
cigarette 24-sheet stands. I’m toasted.
Lead me to it.” The P. A. did. When
the actor had been presented to the first
M. P. writer he shook hands, stepped
back with an air of astonishment and
said: “So you’re a critic? Well, well!
I’m glad to see you. I’m glad to meet
a man who never told the truth. You
guys always get things wrong. Why is
it?” When they landed out on the side-
walk the actor said to his Hollywood
guide: “What did you think of that
spiel? I told him the truth, didn’t I?”
“Yeah,” groaned the P. A. “You did, all
right.” “Now he’ll give me a break,
won’t he?” asked the screen player.
“You bet,” said the Press Agent. “He’ll
give you a four-wheel brake. You did
just fine! Let’s go back to the studio.”
The moral to which is: “Never let a
Lamb visit a hungry wolf.”

* * *

Faint Hearts
in Hollywood

Buzz Barton, F B O’s juvenile star, is
a likable chap in every way and is a
regular demon at horsemanship. The
other day he was working on the lot,
performing thrilling stunts on horseback,
when the director called him over and
said: “Now, Buzz, we come to the ro-
mantic part. There is a lady in distress.
You must ride forward, tip your hat, dis-
mount and tell her you’ll save her.”
Buzz hung back. He didn’t seem en-
thusiastic. The director told him to
hurry up. Still he delayed. Then the
youngster hung his head and said:

“Boss, I’ll do anything you ask me to
in the way of trick riding. I ain’t
a-scared to ride any hoss you give me
and I’ll do all the stunts you want. But
— I wish you’d get me a ‘double’ for the
love scenes.”

* * *

False Whiskers Fail
Ballyhoo Boys

In connection with the showing of
Wallace Beery and Raymond Hatton in
Paramount’s “Now We’re in the Air” at
the Metropolitan theatre, a sweet stunt
suggested itself and was pulled. The
planet Venus was visible during the day
and folks in the street were stopping
and gazing upward.

An exploitation man proceeded to cash
in on this. He had a large telescope
rigged up on a tripod. On the outside
of it was printed: “See the Stars by
Daylight.” A ballyhoo man with a flow-
ing white beard, a conical hat and a mys-
tic robe was sent out with the star-
gazing apparatus. Instantly the crowds
“bit.” There was no charge. They
peeked into the “telescope” and saw,
printed on the larger “lens” the billing
of stars, with the picture and the theatre
playdate. After recovering from the
shock, the peekers pretended to be very
much impressed and urged others to take
a look. The stunt went like wildfire in
Pershing Square, the ultra sacred spot
in Los Angeles, until a policeman wafted
the “Professor” and his instrument over
to another block. Things were going
great there when two detectives (built
like Mulligan and Garrity of “Gorilla”
fame) came along. They stood and
puzzled for some time. While they were
pondering Wally Beery happened along,
took a peep and almost exploded. He
went his way. Then the detectives ap-
proached the “astronomer” and one of
them said: “You think you’re smart,
don’t you? You’re on private property
and we can’t get you for obstructing
traffic. But, young man, you’re wearing
false whiskers, and we’ll get you for
that!” The exploitation man, standing
nearby, stuffed his handkerchief into his
mouth to keep from shouting with joy.

“What’s eating you?” asked the
sleuths.

“Nothing,” was the reply. “Take him
in. He’s terrible.”

They were doing that very thing when
a police captain happened along, heard
the story and halted all proceedings.
“You poor simps,” he said to the detec-
tives. “Can’t you see the headlines on
the front page if you make a pinch? It’s
‘Get False Whiskers, But No Crooks.’ ”
Whereat the “professor” was released.

❖ * *

Chaplins Former Aid
Takes Up Megaphone

Eddie Matison, once the Beau Brum-
mel of Broadway, also press agent de
luxe for Charlie Chaplin, now is a
motion picture director. Eddie is work-
ing on the W’illiam Fox lot. Having led
a very eventful life and knowing the
mechanics of comedy and drama from
the ground up, Eddie starts with valuable
experience behind him.

— J. M. LOUGHBOROUGH.

Smiling Through

-By Rufus McCosh —

T AST night bein’ Friday, I goes to
B the ‘fights’ at the Legion Stadium
in Hollywood, and believe me. all them
fights was just the preliminaries for me!

I’m publicity representative for Tom
Handy, who’s a motion picture director
when he’s workin’, and as he’s got a
job right now I tells Patsy, my wife,
nee Patsy Brunner, that I can’t very
well get out of going with him, especially
as he’s already bought the tickets. I
don’t tell her I paid for ’em.

“Listen, Benny Price,” says Patsy, I
ain’t got no objections to you goin’ to
the fights, but if you expects me to
believe that they lasts until 2 o’clock
in the mornin’, the time at which you
got home last Friday night, you is stret-
chin’ my credulities to the breakin’
point,” she says.

* * *

“I’ll be home by 11, baby,” I says.

“Yeh?” she says, “And don’t forget
that we is goin’ to the ‘Cocoanut Grove’
tomorrow night for dinner. You see
that you do get home early or you’ll be
too tired to dance with me,” she says.

“It makes me tired to think of it,” I
says, “You ain’t no Ruth St. Dennis,
you know.”

“And you ain’t no Ted Shawn, neith-
er,” she says, “you bald headed, bow-
legged ex-hoofer!” she says, “Where
would you be, if it wasn’t for me?” she
asks, “And furthermore — ”

“I’ll be back by 12 sure,” I savs, and
beats it. She kinda gets on my nerves
sometimes.

Well, I meant to go home early be-
cause I was dead tired, but Tom has
one of these half gallon flasks with him
and by the time the fights is over, and
we meets a couple of actors which is in
the picture he is doing, and somebody
suggests a little game, it seems like a
good idea. It don’t look so good now,
but you know how it is. Then Tom
tells me on the side that one of these
birds ain’t got no press agent, and may-
be I can make arrangements with him,
so naturally I thinks I better stick
around for business reasons. Also I fig-
ures that Patsy is sound asleep by now
anyhow, and everybody says we’ll quit
at 1 o’clock sharp. That’s understood.
* * *

So we goes up to Tom’s room, him
bein’ the only single man in the bunch,
and along about 2 o’clock these two fel-
lers gets to arguin’ about which has got
the most nerve. It seems that one of
’em is the ‘lead’ and the other is the
‘heavy’ in Tom’s picture, and they is a
scene in the picture in which they co-
stars with a lion. Tom tells them that
he has got doubles for the both of them
for this scene, and the ‘heavy’ tells Tom
that one double will do, as he personal
ain’t afraid of no Hollywood lion.

The ‘lead’ takes exceptions to this, he
says. It ain’t a question of bravery, he
says, as his courage cannot be doubted,
especially by no cheap extra which is
only playin’ the menace, but that the
part, he, the ‘lead,’ is playin’ is so im-
portant to the successes of the picture
that it don’t do to take no chances of
the picture bein’ a flop on account of
his, the ‘lead’s’ features bein’ maybe mu-
tilated by a lion.

Then the ‘heavy’ asks is this a re-
flection on his abilities as a actor, which
was actin’ when others present was slingin’
hash. He says also that no imitation hero
that wears corsets and has his hair per-
( Continued on page 22)

11

December 3, 1927

EXHIBITORS HERALD

Latest

Direct

Production

YQ THE HERALD’S W

to

News

'"cS'ecflion

Exhibitors

T^XECUTIVE chairman of film actors
equity caught in his own corn field.
Conrad Nagel, incidentally, goes back to
the Warner Brothers lot this week to
co-star in “Tenderloin” which Michael
Curtiz, director, has just begun.

WHEN United Artists employs
a cinematographer it is one
who can pass a rigid test. One
of them is Karl Struss who' mans
the cameras in the next D. W.
Griffith release.

/T’S Luther Reed’s gag — and Jimmie
Hall isn’t supposed to be stealing
the kiss. The “Herald” camera shot the
trio making “Hell’s Angels,” to be a
United Artists release. Greta Nissen
is the feminine star.

TJiEADJNG from left to right are Moon Mullins, ditto, ditto, ditto. Alan Hale’s friends have persuaded him to make this
J- 1 impersonation. Hale owns the screen rights of the cartoon strip and way be induced to star in a picture written from
the famous Mullins theme. He is a successful director who has recently been featured on the screen.

12

STUDIO SECTION OF

December 3, 1927

MONG the Box Office’s steadiest feminine players is
Doro'thy Mackaill now working in Eddie Cline’s First
National comedy “Ladies Night — in a Turkish Bath.”
Dorothy (whether you have guessed it by novo) is the young
woman peeking into the mirror above.

ENNETH HARLAN refused to pose for a photo un-
less we’d let him pose with “my friend Olga.” Easily
assenting we finally found ourselves facing this beast — an
Assyrian sage leopard. Ken, by the zvay, is featured in a
Tiffany-Stahl film, “Streets of Shanghai.”

A LBERT MANNON, general manager and president of the Tec- Art studios,
last week signed, sealed and stamped the contract with Gotham zvliereby

Gotham moves into the Tec-Art lot to make its entire product. Center is Carroll
Sax, Gotham studio official, and right is Sam Sax, head of the Gotham organiza-
tion. (Herald photo.)

0

OCCASIONALLY a
raphy strikes your

piece of photog-
fancy and often

your patrons remark about it. Herewith
Len Smith, one of the masters who
handles Bell-How ells for Educational.

FIRGINIA VALLI returns to the West Coast after a two months’ stay in
New York shopping and visiting friends. She will be cast in a Fox picture,
announcement of which will be made within a few days. Her latest work was
in “Ladies Must Dress,” a comedy directed by Victor Herman, which is a Fox
Film Corporation attraction.

December 3, 1927

EXHIBITORS HERALD

13

MPRESSIONISTIC photography is making such strides
in Hollywood that the “Herald” camera escaped and
brought in the above. George Archainbaud, left, directing
Gertrude Olmstead and Harrison Ford in “A Woman
Against the World” for Tiffany-Stahl.

HEN Hollyzvood producers decided Margaret Livingston
had been absent far too' many weeks they brought her
back from New York and cast her in the leading feminine
role of “Streets of Shanghai,” big Tiffany-Stahl production in
ivhich Jason Robards, right, has the big male role.

&TILL another kind of conference. George Sidney, left, Mervyn LeRoy,
kA center, and Charley Murray, comedian, have offered one another $10,000 in
cash for the best title to their neiv First National comedy. Decision to be made
entirely on merits — no checks accepted — and winner must divide equally with
the tzvo losers.

TJUDDLING in Hollywood ! It’s a new type of conference. The “Herald”
J-l camera caught this one on the Educational lot — but didn’t catch the story.
Left to right: Steve Roberts, George Davis, Norman Taurog, Jack White,
E. H. Allen and Charley Lamont. (We’re going to get a Vitaphone attachment
for that camera.)

N

ICK MUSURACA and Tom Tyler
return from Victorville location

where they spent a week making scenes
for big DeLacy-F B O special. Nick
cameras the picture and Tom heroes it.

14

STUDIO SECTION OF

December 3, 1927

A Broadway Playwright
Turns to Pictures

By Philip Bartholomae ■

“ The Film Industry Is An Interesting Field
for Adventuresome Writers Who Are Eager
to Learn things Film Pioneers Have Already
Discovered ...”

WHEN a writer for the stage attempts writing for motion
pictures the natural question arises : What is the difference
between writing plays and motion pictures? Fundamentally
there is none, in execution and detail they vary greatly. Fundamentally
in both stage and screen writing your story is everything and basically
this is developed the same way for both mediums. Once you have
laid out this basic idea, your entire line of thought for a scenario differs
entirely from that of the stage.

Stage Much More Limited

The main thing a dramatist or novelist has to learn is to think in
terms of moving pictures. The very word “moving” implies the secret
of successful screen writing. The action must move, evenly, con-
vincingly and logically, but, above all, interestingly- — but it must move.
The stage is limited to locale, to time, while the motion picture not
only offers boundless choice of location but really demands it, and
there is practically no time limit. The stage is for the ear — the movie
for the eye and, while both demand action, stage action can be carried
on by conversation and though we have the use of titles in scenario
work, we are naturally limited in their use. A character in a stage
play is greatly characterized by his conversation. Two other characters
can discuss a third and, if this is
cleverly done, you can almost visualize
this person before you see them. On
the screen every character must speak
for himself, mostly by action of some
kind.

I don’t think, however, there is any
effect of the stage that can not, by
intelligent handling, be conveyed on
the screen. Joy and sorrow — you have
laughed with Charlie Chaplin and
cried with Stella Dallas just as sin-
cerely as you would have with a stage
play. Even sound, perhaps not as
instantaneous and effective — but a
hand knocking on the door, a bell
ringing, a trombone playing, an owl
hooting followed by the reaction on a
character can even make sound usable.

The unlimited field before you is the
greatest danger. You can dissolve a
character from New York to Tim-
bucktu, from Florida to the North
Pole and back again if your action
necessitates. A man in a golf suit,
you need but indicate he is going to
make a change of costume, then dis-
solve him into a dress suit. A hand
writing a letter melts into the recipient
reading it. Motion pictures move,
while on the stage we have to give

the time required for these physical
actions. We have to consider that an
actor or actress needs a certaia
amount of time to change a costume,
that the scene shifters have to go
through mechanical actions to change
the scene.

Title Writing an Obstacle

A great stumbling block for the
novice writer of the stage is title
writing. The first thing he has got to
learn is not to read his titles out loud
with inflections but that the cold word,
which is seen on the screen, has got
to get his idea over without the aid of
the human voice. This is very difficult
as words have to be used so that they
will convey meanings that on the stage
the reading of the actor, by the inflec-
tions of the voice, gets over.

The development of directing pic-
tures and the use of the camera have
advanced greatly and really nothing a
writer might demand of them is im-
possible. A clever director can even
convey the thoughts of the characters
by the use of the closeup of the char-
acters face. He can often make the
meaning of what the character says

Philip Bartholomae

plain without a title. The camera, by
means of miniatures and trick photog-
raphy, can also give the writer any-
thing he might demand. In fact, tfie
technic today of our best directors
and expert cameramen is far ahead of
the technic of the writers for the
screen. In that I don’t mean to say
there are not any good screen writers
— there are. But, if they are honest
with themselves, I am sure they will
admit that they are learning more and
more every day. And I don’t think I
am being too fantastic if I say that
the art of writing for motion pictures
still lies in the future in its complete
development. How is a question I
can not answer for, as yet, I am still
trying to learn what has already been
done and trying to catch up to those
who know the field so much better
and, while it is easy to theorize, it is
difficult to put this into practice until
you have fully absorbed the subject.
So I am hoping that in about three
years I may be able to answer this
question less vaguely — or it may even
be five years.

To those dramatists and novelists

(Continued on page 24)

December 3, 1927

EXHIBITORS HERALD

15

Boyce-Smith Becomes Seiler Reaches Top

Tec-Art Executive (Special to the Herald) After Making 7 Films

HOLL Y WOOD,
Nov. 29. — J. Boyce-
Smith became vice
president and treasurer
of the Tec-Art studios
a few days ago and will
continue to hold his
previous connection
with the Inspiration or-
ganization, where he
has been treasurer, gen-
eral manager and vice-
president.

He is an executive
and lawyer who is
further distinguished
by the fact that he has
“served before the
cameras.”

His entry before the
cameras dates back to
1900 when he was head
of the Athletic Associa-
tion at Columbia uni-
versity. The American
Biograph Company,
then the leading pro-
ducers, made a movie
of athletes in action.
Boyce-Smith and two
of his classmates per-
mitted themselves to
be photographed pole
vaulting. The film was
exhibited throughout
the United States and
Europe.

Smith’s screen career
did not last long, for after graduating from Columbia
with the degree of A. B. in 1901, he entered Columbia
university law school and also studied in the school of
political science receiving the degrees of Master of
Arts in 1902, Bachelor of Laws in 1904 and Master
of Laws in 1905.

The present day executive practiced law in New
York City until 1920, when he took up residence in
Montclair, N. J., and was admitted also to the bar of
the state of New Jersey and became a director of the
Peoples National Bank of Montclair.

In May, 1920, Boyce-Smith started his initial activi-
ties in the film business world as legal advisor to In-
spiration Pictures. Later he took part in general ex-
ecutive work and in October, 1924, when Walter Camp
became president of Inspiration, Boyce-Smith assumed
the vice-presidency and became general manager.

Produced Gish Films

Boyce-Smith’s association with the film industry has
been an active one. Under his management some of
Inspiration’s finest film product has been produced and
successfully distributed. The early Lillian and Dorothy
Gish productions and those of Richard Barthelmess are
among the group of products that came under this
capable executive’s managership.

From May, 1920, to January, 1926, Inspiration Pic-
tures confined its production activities to New York
City, except when it went to Italy to produce “The
White Sister” and “Romola.” During this period Smith
was kept close to his Eastern desk and did not have

( Continued on page 18)

HOLL YWOOD,
Nov. 29. — Ten years
ago when Sol Wurtzel
came to the Coast and
took charge of the Fox
Films studio on West-
ern avenue, he had as
his assistant a young
man who wanted to
learn the business from
the bottom up. Wurtzel
thereupon appointed
him assistant superin-
tendent of the lot at a
salary of $35 a week.

That young man was
Lou Seiler, now one of
the leading directors on
the Fox staff. His du-
ties at that time con-
sisted of hiring all the
players for the 11 direc-
tors then shooting pic-
tures ; rent props, cos-
tumes, etc.; pick loca-
tions ; furnish transpor-
tation and attend to the
hundred odd details in-
cident to making the
year’s program of pic-
tures.

To Comedy Depart-
ment

This combination job
continued for several
years, during which Lou SejIer

time Seiler acquired a
vast amount of infor-
mation that proved invaluable to him in later years.
From assistant superintendent Seiler was promoted to

supervisor of the comedy department and also directed
a number of Fox two-reelers during the next few years.

From comedies to feature-length productions was a
natural step for Director Seiler. He was assigned to
direct Tom Mix, the ace of the Fox lot, and in two
years made seven pictures. Three of these appear well
up on the list of money-making pictures of the year.
“No Man’s Gold” was Lou Seiler’s greatest success,
this picture topping the list of the “Box-Office Ticker”
and voted the greatest drawing card by exhibitors
throughout the country.

Shoots Washington Picture

Seiler and his company recently returned from Wash-
ington, where exteriors were made of “Wolf Fangs,” a
dog picture starring Thunder. The company spent six
weeks on location and during that time only had seven
days of sunshine, or good camera weather. Upon his
return to Hollywood he completed the picture. He is
now engaged on another dog picture for Fox, featuring
the same canine, Thunder.

It takes infinite patience to direct these four-footed
movie actors and get results, but Seiler’s past experi-
ence in the comedy field has fitted him for this worx
and “Wolf Fangs” from all reports will prove an ex-
ceptional dog picture.

16

STUDIO SECTION OF

December 3, 1927

America’s largest city stilled its streets to make way for one of America’s greatest comedians when he arrived to make the
first part of “Speedy” in New York. Children edged the thoroughfares to watch.

Gotham Gives Lloyd
Gracious Welcome

( Special to the Herald)

HOLLYWOOD, Nov. 29. — In selecting New York as his first
base of operations away from the home ports of Los Angeles
and Hollywood, Harold Lloyd set another precedent for the
comic boys to shoot at. It has been an almost universal law of
motion picture production that it is an impossibility to shoot the
funny ones more than a stone’s throw away from home base.
But Harold Lloyd has demonstrated that it can be done, as might
be judged from such pictures as “Never Weaken” and “Safety
Last,” not to mention “The Freshman” and some others of his
pictures which stood out as most exceptional, from a production
angle.

New York is hardly the base in which to attempt to make mo-
tion picture comedies, perpetually. Yet, aside from a bad break
in the weather, Lloyd had everything in his favor while filming
his New York scenes for his next production, “Speedy.” In the
couple of months he spent in Gotham, the bespectacled comedian
put as much action on celluloid as he would have done in a
similar time in Hollywood. But at a greater expenditure of
energy, if not of funds.

New Yorkers put no obstacle in the way of the comedian,
although it was expected that he would encounter difficulty from

Comedian Selects New
York as First Base of Op-
erations; Shoots “ Speedy ”

Scenes

crowds, in view of the fact that he had to run around town as
the pilot of a taxicab, then of a horse car, the latter in itself
being an attraction calculated to arouse the greatest interest, if not
excitement, of New York crowds.

The entire spirit of the New Yorker, however, was one of
helpfulness for Lloyd. Everyone was anxious to help him, rather
than retard his progress. The police protection afforded the
troupe was of the highest order, and to it Lloyd owes much for
the success of his trip.

The operations of the company took them into the most con-
gested centers of the big city, such as Coney Island, Yankee
Stadium, Broadway, at its busiest hour; lower Broadway, while
the stock ticker was piling up its good and bad news for thou-
sands ; in fact, every important center of the town, and some
not quite so important.

Lloyd, in commenting on the trip, stated he was extremely
gratified with its results.

“I would go back there tomorrow to shoot if I had a sequence
that demanded it,” he said. “We had to figure our work a little
bit differently than we would in Hollywood, and we did not get
as much sunshine as we would like to have had, but every facility
( Continued on page 24)

Harold Lloyd is driver of a service first cab in his comedy,
“Speedy.” Babe Ruth, right, figures in scene which is being
filmed above.

Lloyd and Babe Ruth “pay off.” A base ball for every boy.
Lloyd is in bespectacled costume for the Paramount film,
“Speedy.”

December 3, 1927

EXHIBITORS HERALD

17

Below is the copy exhibitors are
placing in home town papers

Publication Rights Granted Exhibitors

Special Assignments Will
Be Covered for Exhibitors
Upon Request to Editor
“The Studio,” Exhibitors
Herald, Los Angeles.

A Double News Service In-
forming the Showman Upon
Studio Events and Enabling
Him to Inform His Reader
Patrons in Turn.

Hollywood, Nov. 29. — Howard
Hughes, president of the Caddo Com-
pany, producing “Hell’s Angels,” is' look-
for 40 pilots to fly the. obsolete war-type
airplanes he recently purchased, which are
to be used for a scene in his picture. Fif-
teen aviators engaged by the young pro-
ducer have already resigned, not wishing
to risk their lives in the “flying coffins,”
which he obtained for the air scenes.

* * *

Lamont Knee Deep
in Summer Snows

Charles Lamont, directing his fourth “Big
Boy” comedy of the season for Educa-
tional, called for snow and frosted win-
dows for his set, a cheap little restaurant,
with ihe thermometer hovering around 92.
But he got them in no time, for “snow”
(the kind that is used around studios, is
quite common) and a little beer and epsom
salts made perfect frost on the cafe win-
dows.

* * *

Arthur Stone, First National comedian,
having completed his ninth picture for that
company, took advantage of a brief rest
period following “The Valley of the
Giants,” to move his furniture from Holly-
wood to Beverly Hills, where he has
built an English cottage large enough for
the small Stone family.

* * *

Lou Seiler, Fox director, who recently
completed a dog story, “Wolf Fangs,”
starring “Thunder,” has been assigned
another story, “White Silence,” which goes
into production this week, with the same
“star.”

* * *

Malcolm Stuart Boylan, Fox editor and
title writer, has completed the titles for
“Come to My House,” the Alfred E. Green
production, starring Olive Borden, sup-
ported by Antonio Moreno. Boylan also
wrote the titles for “Pajamas,” another
Oliver Borden picture.

* * *

Logan Gets Big Role
in “Midnight Madness ”

Jacqueline Logan has been chosen by
Cecil De Mille to play the featured lead in
“Midnight Madness,” which will be Hector
Turnbull’s first production for Pathe.
Turnbull will supervise and F. Harmon
Weight will direct. With the selection of
Miss Logan for the leading role of this
picture any possibility of Jetta Goudal’s
reconciliation with the studio officials is
dismissed.

* * *

Eve TJnsell Doing
“Glory Girl” Continuity

Eve LInsell, one of the best known writ-
ers in Hollywood, is doing the continuity
for “The Glory Girl,” a Paramount pro-
duction starring Esther Ralston. Garrett

Fort wrote the original story based on the
activities of an evangelist.

* * *

Elizabeth Pickett Again
on Tour — in Yuma

Elizabeth Pickett, who has traveled the
country over to secure locations for Fox
Varieties, is now in Yuma, Ariz., visiting
the “Fleet Wings” company on location.
The story was written for Fox Films by
Miss Pickett.

* *

Ford, Prevost and
Pangborn in Netv Cast

“A Blonde for a Night,” which has just
gone into production at the De Mille
studios, Culver City, brings together three
popular De Mille players — Marie Prevost,
who is starred, and Franklin Pangborn
and Harrison Ford, who are co-featured.

Eastern Representative

C. C. Wilkening
475 5th Avenue
New York, N. Y.

Tel. Ashland 5337-5338

PHILIP

BARTH0L0MAE

First National

Western Representative

Maxine Alton
443 North Harper Avenue
Los Angeles, Cal.

Tel. Whitley 8289

Alan Hale, who was enjoying a brief
vacation with Mrs. Hale in San Francisco,
following the completion of “The Leopard
Woman,” had to return to the studio last
week to assume another unique comedy-
drama role in a picture as yet untitled.

sj:

Ford Casts June Collyer
in “Hangman s House”

June Collyer, beautiful New York so-
ciety girl, who was discovered and placed
under contract by Winfield R. Sheehan,
vicepresident of Fox Films, has been se-
lected to play the colorful role of “Con”
in “Hangman’s House,” to be directed by
John Ford.

* * *

George Sidney Moves
to M-G-M Studios

George Sidney, one of the best known
and most popular Jewish character come-
dians of the American stage and screen,
has just completed another comedy under
the direction of Mervyn LeRoy, at First
National, and taken bis makeup box to
Metro-Goldwyn-Mayer studios where he
was loaned by First National to play a role
in “Cloaks and Suits,” being directed by
Sam Wood.

* * *

Rufus McCosh and Dwindle Benthall,
who have titled many of the season’s im-
portant pictures, have been assigned “The
Shepherd of the Hills,” one of First Na-
tional’s outstanding productions of the
year.

* * *

“Bill” Conselman, supervisor of Fox
Films, is making good use of information
gathered in the underworld while a police
reporter. He has just written an original
story for Fox called “Dressed to Kill,”
and is supervising its production at Fox
studios.

* * *

Tyler Completes
1927 Schedule

Tom Tyler has just completed his 1927-
28 schedule for F B O with the filming of
the final scenes of “When the Law Rides,”
under the direction of Robert DeLacy.
Nick Musuraca, who has filmed most of
Tyler’s Westerns, was cameraman on his
last one.

* * *

Philip Bartholomae is writing the screen
version of “Two Weeks Off,” by Kenyon
Nicholson and Thomas Barrows.

* * *

Dorothy Yost is now engaged in writing
the screen adaptation of “The Little Yel-
low House” from the novel by Beatrice
Burton. The production is to be directed
by Leo Meehan, who has directed prac-
tically every script Miss Yost has written
under her FBO contract. “The Little

18

STUDIO SECTION OF December 3, 1927

Three New Hampshire Pleasure Pilots

CALL THEM MANAGERS if you like — but “pleasure pilots” is a pretty apt title
for the theatre managers pictured above, all of whom have demonstrated their
ability to sense what pleases their public. L. J. Barnett (left) is manager of the
Star at Groveton; J. C. Lund (center) of Gray’s Capitol, Concord; and Guy C.
Leveille of Gray’s Princess, Berlin. (Photos by H. E. N.)

Yellow House” is a charming story similar
to “Mrs. Wiggs of the Cabbage Patch.”

* * *

Dwight W. Cummins, scenarist, is at
work on the adaptation and continuity of
“The Whip Hand,” an original dog story,
written by Dorothy Yost, to be produced
by Metropolitan pictures, with Sandow, the
police dog, featured.

>}: % %

Colleen Moore is taking a much needed
rest following the completion of “Her
Wild Oats,” which Marshall Neilan di-
rected.

* * ❖

Joseph Jackson is titling “The Little
Snob” for Warner Brothers. This is the
fourth comedy Jackson has titled in four
weeks. His first was “If I Were Single.”
He also wrote the adaptation for “Powder
My Back,” a Roy Del Ruth production for
Warner Brothers.

* * ❖

“Circus Blues” has' been selected as the
final title for Charles Lamont’s “tanbark
two-reeler” for Educational. As Lamont
got his professional start as a member of
an acrobatic quintette under the “big top”
the atmosphere of his circus picture rings
true.

❖ * *

Victor Heerman is directing his second
production for Fox, which incidentally is
his second picture in several years on the
Coast. He formerly directed for Para-
mount.

jJ; j}c :*c

Jason Robards
on Fox Lot

Jason Robards, having finished an im-
portant role in “Streets of Shanghai,” a
Tiffany-Stahl production, has transferred
his makeup box to the Fox lot.

* * ❖

Green s Latest Print
Shipped to New York

Alfred E. Green’s latest Fox production
“Come to My House,” starring Olive Bor-
den, has been shipped to New York.

* * *

Caryl Lincoln, recently signed under a
long term contract by Fox, is to play the
feminine lead in “Hello Cheyenne,” Tom
Mix’s next feature. Eugene Forde will di-
rect.

* * *

Mervyn LeRoy, First National’s peppy
young director, has about completed his
comedy, featuring George Sidney and
Charles Murray, which concerns barber
shops and flying machines.

Ludwig Berger, noted German director,
who recently joined Fox Films, having
settled in his new home in Hollywood hills,
is making tests of players for his first
American production, “I Won’t Marry.”
* * *

David Abel has been selected as camera-
man on “Midnight Madness,” the De Mille-
Pathe production starring Jacqueline
Logan.

^ ^

Although within a stone’s throw of one
of the flnest golf courses in America,
Harry Langdon built his own golf course
within one of the large stages at First
National studios, using two tons of grass,
20 trees and innumerable shrubs. He tried
shooting scenes for “The Chaser” outside
but rain interfered with his plans and the

Charles Lamont, the gentleman and di-
rector on the light, last week com-
pleted another Big Boy comedy for
Educational. He onced oved Doro-
thy Devore and decided she’d make a
good star for the next two reeler.

light was too uncertain, hence his indoor
golf course.

* * *

Henry King will start this week direct-
ing “The Woman Disputed” for United
Artists, with Norma Talmadge. Gilbert
Roland, who played in “Camille” and also
in “The Dove,” opposite her, will again be
Miss Talmadge’s leading man.

* * *

Charles Hennecke, having completed his
contract with Harry Langdon as gagman,
has entered the free lance field. He was
associated with Langdon on “The Strong
Man” and “Long Pants.”

* * *

Joseph Franklin Poland is supervising
the preparation of “Young Blood” for Uni-
versal. Wesley Ruggles will direct.

* * *

Having completed “Wallflowers,” the
Temple Bailey story, for F B O, Leo Mee-
han is preparing to shoot “The Devil’s
Trademark” adapted by Dorothy Yost.

Boyce-Smith Becomes
Tec-Art Executive

( Continued from poge 15)

much time to delve into the Cali-
fornia production activities, al-
though he inwardly cherished a de-
sire to sometime be in the “colony”
at Hollywood.

This desire came when in Janu-
ary, 1926, Inspiration fell in line
with the general movement to the
West Coast and Smith finally found
himself in Hollywood with head-
quarters at Tec-Art studios, one of
the big production plants on the
Pacific Coast.

It was at Tec-Art that Boyce-
Smith functioned while Edwin
Carewe directed “Resurrection” and
the recently completed “Ramona”
production, starring Dolores Del
Rio.

Becomes Tec- Art Executive

On November 1, 1927, Boyce-
Smith became vice-president and
treasurer of the big Tec-Art insti-
tution, still retaining his previous
connection with the Inspiration or-
ganization.

Boyce-Smith has established his
permanent residence in Hollywood,
and has applied for admission to the
bar of the State of California and
expects to be admitted in a few
weeks, feeling this legal association
will be of extreme value to him in
his executive capacity in studio
work.

Boyce-Smith is active in civic and
club life in Los Angeles and Holly-
wood, is a member of practically
every civic organization, all of the
motion picture associations and is
an ardent golfer, fisherman, and
sportsman in general. He has the
happy faculty of knowing just how
much play to mix with work, never

( Continued on page 27)

December 3, 1927

EXHIBITORS HERALD

19

THE LOBB Y ALBUM

Exhibitors requesting autographed photo-
graphs of stars are listed until names of
players below.

MARY ASTOR — George H. Baer, Palace thea-
tre, Frazee, Minn.

BEN BARD — Guy Bayes, Globe theatre, Buena
Vista, Va.

WALLACE BEERY — J. A. Rowan, Moonlight
theatre, Kingston, W. Va.

WALLACE BEERY — A. Louis Ginsberg, Grand
theatre, 279 Main St., Paterson, N. J.

MONTE BLUE — E. H. Lehrach, Enterprise
Film Corp., 115 W. 18th St., Kansas City, Mo.

LON CHANEY — J. A. D. Engesather, Movies,
Brocket, N. D.

JACKIE COOGAN — R. M. Junkin, Cozy Corner
theatre, Vail, Iowa.

JACKIE COOGAN— R. E. Duley, Community
theatre, Rockville, Mo.

JACKIE COOGAN— D. W. Hay, Pierpont thea-
tre, Pierpont, S. D.

JOAN CRAWFORD — Brady & Baker, Whiteway
theatre, Peach Orchard, Ark.

BOB CUSTER — J. A. Rowan, Moonlight theatre,
Kingston, W. Va.

BEBE DANIELS — H. C. Crews, Home theatre.
Mounds, Okla.

BEBE DANIELS — L. A. Hawsley, Texan thea-
tre, Throckmorton, Texas.

FRANKIE DARRO— A. J. W. Koehler, Koehler
theatre, Uehling, Neb.

MARION DAVIES — Alburn Drace, Keytesville,
Miss.

RICHARD DIX — Geo. L. Cohen, Princess thea-
tre, West Union, Iowa.

RICHARD DIX — R. E. Duley, Community thea-
tre, Rockville, Mo.

RICHARD DIX — J. Wiernick, Strand theatre,
Germantown Ave., Philadelphia, Pa.

BILLIE DOVE — R. J. Speck, Kenwood theatre,
1225 East 47th St., Chicago; 111.

BILLIE DOVE — R. E. Duley, Community thea-
tre, Rockville, Mo.

HOOT GIBSON — R. E. Duley, Community thea-
tre, Rockville, Mo.

JOHN GILBERT — R. J. Speck, Kenwood thea-
tre, 1225 E. 47th St., Chicago, 111.

RAYMOND HATTON— A. Louis Ginsberg,
Grand theatre, 279 Main .St., Paterson, N. J.

BUCK JONES — Tom Stuviski, 571 New Lots
Ave., Brooklyn, N. Y.

LAURA LA PLANTE! — P. S. Wanamaker, La
Wanna theatre, LaFayette, Ore.

MARGARET LIVINGSTON— Alburn Drace,

Keytesville, Miss.

JACK LUDEN — Helen Uhlman, Uhlman thea-
tre, Salisbury, Md.

MAY McAVOY — Andrew Rapp, Theatorium,
Emlenton, Pa.

TOM MIX — J. A. D. Engesather, Movie theatre.
Brocket, N. D.

TOM MIX — Tom Stuviski, 571 New Lots Ave.,
Brooklyn, N. Y.

TOM MIX — Mrs. Carrie Mayberry, Gold-Light
theatre, Decatur, Neb.

COLLEEN MOORE — P. S. Wanamaker, La
Wanna theatre, LaFayette, Ore.

COLLEEN MOORE — O. B. Junkins, Manzanita
theatre, Carmel, Cal.

EDNA MURPHY — E. H. Lehrach, Enterprise
Film Corp., 115 W. 18th St., Kansas City, Mo.

EVA NOVAK — J. A. D. Engesather, Movies the-
atre, Brocket, N. D.

RAMON NOVARRO— J. A. D. Engesather,
Movies theatre, Brocket, N. D.

TOM O’BRIEN — J. A. D. Engesather, Movies
theatre Brocket, N. D.

MARY PICKFORD — George S. Kenny, Com-
munity House, Greenwood Ind.

MARIE PREVOST— P. S. Wanamaker, La
Wanna theatre, LaFayette, Ore.

ESTHER RALSTON — Carson T. Metcalf, Op-
era House, Greenfield, 111.

LOU SEILER

Director of

TOM MIX

in

“Outlaws of Red River'”
“Great K&A Train Robbery”
“No Man’s Gold”

“Tumbling River”

“Wolf Fangs” Starring “Thunder”
Now Making

“White Silence”

Fox Release

Stephen Roberts

Director

MERMAID COMEDIES

For Educational

TITLED

“The Shepherd of the Hills”

First National

“Man Crazy” — Dorothy Mackaill and Jack
Mulhall — First
National

“No Place to Go” — Mary
Astor and Lloyd Hughes

- — First National

“The Drop Kick” — Richard Barthelmess — First National
“Smile, Brother, Smile,” — Jack Mulhall — First National
“The Stolen Bride” — Billie Dove — First National

6372 Hollywood Blvd., Hollywood, Calif.

Phone Gladstone 4809

“Studio Section,”

EXHIBITORS HERALD,

5617 Hollywood Blvd., Los Angeles, Cal.

GENTLEMEN :

I should like to receive an autographed

for placement in my “Lobby Album” of
stars whose pictures are especially popular
with my patrons.

Harold Bell Wright

“The Shepherd of the Hills ”

(Exhibitor)

(Theatre) ...

Albert Rogell

(Ciiy)

This IS a Motion Picture

(State)

20

STUDIO SECTION OF

December 3, 1927

The HERALD says:

“One of the steadiest Directors of money-
making pictures in Hollywood,” is

LEO MEEHAN

The records show that every picture he
has made in the past three, years has
been a money-maker.

For Box Office Insurance
See Your F B O Exchange About

Leo Meehan Productions

“ Ask the Man Who Runs ’Em”

CHARLES

LAMONT

DIRECTOR OF

“Big Boy” Comedies

Lupino Lane Comedies

Dorothy Devore Comedies

Tuxedo Comedies

Mermaid Comedies

FOR EDUCATIONAL

U. S. Forecasts Big
Year Ahead for the
Motion Picture Field

( Continued from page 5)

of Victor Hugo’s story. Mary Philbin and
Conrad Veidt are being starred.

At DeMille studios three Pathe produc-
tions are well under way. Donald Crisp is
directing Rod LaRocque in “Stand and De-
liver;” E. Mason Hopper is handling the
megaphone on “A Blonde for a Night,”
starring Marie Prevost; and Paul Sloane
is making “The Blue Danube,” starring
Leatrice Joy.

Tyler Completes F B O Film

Three productions occupy the stages of
F B O studios. These are “When the Law
Rides,” a Tom Tyler opus directed by
Robert DeLacy; “Man in the Rough,” a
Wallace Fox production with Bob Steele
starred, and “Chicago After Midnight,” a
Ralph Ince drama of the Windy City, in
which Mr. Ince plays the leading role.

A period of comparative quietude has
struck the independent lots. The Associ-
ated Studios on Mission Road had a Tif-
fany-Stahl company there for several
weeks making “Streets of Shanghai” and
a First National Company making “Ladies
Night (in a Turkish Bath)” directed by
Eddie Cline, occupied space at the Tiffany-
Stahl studios, formerly the Fine Arts
studios, for several weeks. Gotham Pic-
tures which used space at the Fine Arts
is seeking new quarters. The Tec-Art lot
is undergoing extensive alterations, al-
though no companies are working there at
present.

Only one company is working at United
Artists, John Barrymore and a big com-
pany of Russians are making “Tempest”
under the direction of Tourjansky and
Lewis Milestone.

Roberts Making Animal Film

Most of the comedy lots are very busy
places. Four companies are working at
Educational, using the new stage and every
available foot of the old stages. Steve
Roberts is making another animal picture;
Norman Taurog is directing Lloyd Hamil-
ton ; Charles Lamont has another “Big
Boy” comedy almost completed and Lupino
Lane is being directed by Henry George.
Len Smith is cranking on the Taurog opus.

At Christies Harold Beaudine is direct-
ing Neal Burns; William Watson is mak-
ing a Jack Duffy comedy and Eddie Suth-
erland is well along with “Tillie’s Punc-
tured Romance,” which has been using an
immense circus tent on the old Paramount
lot for most of the scenes.

Four comedies are in work at Hal
Roach’s studio. These are as follows: A
Charles Chase comedy, directed by James
Parrot ; and an “Our Gang” funster with
Anthony Mack directing.

He Whose Laughs Last —

HOWARD J. GREEN

Now adapting
“It’s All Greek to Me”

for Charlie Murray

— At First National

Mark

Sandrich

DIRECTOR

“Some Scout”
with

Lupino Lane

“Hello Sailor”
with

Lupino Lane

“Sword Points”
with

Lupino Lane

“High Strung”
with

Jerry Drew
Mermaid Comedy
for

Educational

December 3, 1927

EXHIBITORS HERALD

21

•JACQUELINE LOGAN, the

J Follies gift to pictures, wlio has
appeared in “King of Kings,” “Wise
Wife,” “Leopard Woman,” is making

“MIDNIGHT MADNESS” for De
Mille-Pathe.

CORDA among America s greatest
screen artists and brings to First Na-
tional one of Europe’s most able and
beautiful actresses.

THE STUDIO PREVIEW

( Continued from page 6)

signs Denny for a big bout, and while training for same
his grandmother visits the gym. A sudden change is
made in the fight headquarters to a fancy dancing
academy. This is one of the high spots of the picture.
Another is the fight, which is very well staged. It has
a speedy finish and pleased everyone.

—MURRAY.

* * * *

Will Rogers’ former motion pic-
“Texas Steer” tures were nothing like “The Texas
Stars Rogers Steer.” It is a piece of entertain-
, rn-v. ment that kept the audience of the

~ u'~1~ Westlake theatre laughing for some-
thing over an hour. They liked it
and “they” are a difficult crowd to please.

The story is about a Texan who goes to Congress
against his will very much determined to fall into none
of the pitfalls of the traditional congressman. There
follows a plot concerning the important dam legisla-
tion, wealthy interests, lobbyists, a vamping conspira-

tor, a snapshot trickily made of Will kissing the vam-
pire and other well known hokum. Even the deserted
house at the edge of town is brought into the kidnap-
ping episode.

But the situations that bear the greatest interest are
the gags, not the trite plot. The direction, therefore,
is excellent. Rogers is good but no better than Louise
Fazenda who probably tops her previous career with
this, a difficult role. Others of the cast deserving men-
tion are Mack Swain, Lucien Littlefield, Lilyan Tash-
man and Ann Rork.

One of the sure fire laughs is early in the picture
when Rogers and his hick family arrive, very rustic-
ally, in Washington, D. C., to take their places among
the national law makers. As the trio approach the
capitol building an impudent news boy cries : “Where’s
the circus?” Mr. Rogers points across to the capitol
and replies : “The biggest circus in the world is over
in that building, son, and I have jest joined it.”

—HODGES.

22

STUDIO SECTION OF

December 3, 1927

“Smiling Through 99

Billy Bev art’s orange and avocado farm is a three hour drive from Los Angeles and
is what Billy calls “Old Age insurance.”

Bevan’s Avocadoes Refute Blue
Nose Criticism of Film Folk

Sennett Star Completes Third Year of Development of 25 Acre

Orchard in Spare Time

(Special to the Herald)

HOLLYWOOD, Nov. 29. — There is a 25 acre farm in California amply
suited to one of the greatest functions of the film industry’s public
relations department. It is amply suited to the use of the Hays
organization in demonstrating to several millions of Americans that the
people of this town are a pretty vigorous type of homo sapiens.

The owner of the farm is Billy Bevan, moustached comedian seen weekly
for the past nine years at any neighborhood house.

NOT unique, Billy Bevan is a substantial
citizen of Hollywood who believes in
families, farms, dogs and diets.

He says he bought the land three years
ago “as a protection against old age” — a
misleading statement to say the least —
which characterizes the forethought of the
majority of Hollywood as it is today.
During the past three years he has aver-
aged a trip each week over 120 miles of
mountainous country for the privilege of
donning khaki pants and a flannel shirt
and digging weeds out of orange groves.
He has spent week ends with his family

Charley Bowers (left) and E. H. Allen
discuss the six comedies which Bow-
ers is to make with his special
process, which he has put into use
on his first pictures at Educational’s
enlarged studio on the West Coast.

and his farm, turning a barren land into
an orchard of oranges and avocadoes.
That’s the “fun” life holds for one of
America’s best known short feature stars.

The farm is located at Escondido in
San Diego county. Because of the natural
trend of real estate and because of the
development he has made of it the land
has more than doubled in value since he
first made its purchase.

Mr. Bevan recently rounded out his
ninth year with Mack Sennett as a starred
comedian during which time he has become
familiar to every child in America.

He represents, in temperament and
habits, the finer class of “show folks” who
comprise the “iniquitous” and libelled town
of Hollywood. He has provided millions
of laughs but the heartiest laugh of all is
the one you hear when some one sinisterly
mentions Old Age to Billy Bevan.

—HODGES.

Sennett Building Tank

for Under-Water Shots

Maybe Mack Sennett’s bathing beauties
will have to go into the water after all.
Maybe even under it !

Sennett is having a huge tank con-
structed in his new studio, the pool is to
be ISO feet long, 75 feet wide, and 25 feet
deep. Under-water shots will be made for
the Sennett comedies, adding a novel fea-
ture, it is thought. Sennett’s under-water
camera makes' use of a periscopic device
and depth is of no account.

■— By Rufus McCosh

( Continued fr-om page 10)

manent waved by a lady barber, can
call him a cheap extra, and he expresses
the opinion, which he says he is willin’
to back up personal, that it wouldn’t
take much to mutilate no features which
is mostly paraffin, even if they is on a
solid ivory dome.

It looks to me like the game is over,
and I’m beginnin’ to reach for my hat
when Tom stops ’em.

“Look here,” he says, “if you is so
set on killin’ each other, go outside, or
you’ll never get a job with me again!
I don’t want you puttin’ on no movie
battle here and bustin’ up my furniture
and gettin’ me throwed out of the only
boardin’ house in Hollywood I got credit
in !”

“He has insinuated that I am a cow-
ard!” says the ‘lead,’ “My manhood will
not allow such insults!”

“And he has cast aspersions on my
standings as a actor!” says the ‘heavy,’
“I don’t take that from nobody!”

* * *

“Don’t misunderstand me,” says Tom,
“This scene we shoots tomorrow is the
last in the picture, and I got doubles
for both of you, so you can mutilate
each other to your hearts contents any-
where but here. Or if you’re so set on
it you can both go out and spend the
night with the lion, and may the best
man win. I hops it’s the lion!” he says.

“That’s an idea!” I says, “Why not
combine business with pleasure?” I asks,
“It would make a peach of a story! Just
imagine how someone with my associa-
tions could put it over,” I says. “Con-
test of Courage! Prominent Motion Pic-
ture Stars spend night in cage with fero-
cious King of Beasts! Daniel out-Dan-
ieled! and the etcetera!” I says, “Even
if you gets killed it’s worth it,” I says,
“and God knows you just about gotta
get killed or kill somebody to get a line
in these L. A. newspapers!”

“My life belongs to my public!” says
the ‘lead,’ “It would not be fair to them
to risk it!”

“You guys think you’re funny, don’t
you?” says the ‘heavy,’ “What do you
think I am, a cats-paw for you to make
a monkey outa? I ain’t gonna be no
lion’s roast beef.”

“Ham, you means!” says Tom, “Don’t
worry though, that lion is a hundred
years old, and he ain’t got no teeth,
but I got doubles because I knowed you
two rummies didn’t have nerve enough to
go in the cage with him, anyhow.”

* * *

“In that case,” says the ‘lead,’ “I might
reconsider my decisions, as my honor
is in question, if this loud mouthed ruf-
fian— ”

“You’re on, lady fingers!” says the
‘heavy,’ “Who’s gonna buy the next
drink?”

Well, it sounds crazy enough now, but
you know how it is at that time of
night, under the circumstances. Tom
drives us out to the lot and tells the
gateman we’re gonna have a story con-
ference in his office, and we drives on
down to his set where the lion cage is
on account they’re gonna use it in the
mornin’.

When we gets there, however, we
finds that our two actors which is on the
back seat, has passed out, the ‘heavy’
with his head in the ‘lead’s’ lap, very
peaceful. They’re dead to the world,
and we can’t wake ’em.

At first Tom is mad, then he starts

December 3, 1927

EXHIBITORS HERALD

23

to laugh; “Benny,” he says, “the lion’s
asleep too. Let’s put these two birds
in with him and then stick around until
they wakes up, and see what happens!
I bet we won’t have to help ’em out!
Nothin’ is gonna hurt ’em,” he says,
“This old has-been couldn’t even gum
’em to death!”

And this sounds like a good joke, too.
I laughed until I almost cries. Then
Tom unlocks the door and we carries
the ‘heavy’ in. It’s dark as pitch with
no moon shinin’, but we don’t want to
wake up the lion so we don’t use the
flashlight. Tom goes in first and as I
come in my coat catches on the door
and pulls it shut with a bang.

“That’s all right,” says Tom, “it ain’t
locked.”

As we lays the ‘heavy’ down I hears
somethin’ move back of vie and I grabs
the flashlight outa my pocket. Between
us and the door stands the biggest lion
in the world, yawnin’!

His mouth looks wider than the en-
trance to a movie palace, and if he ain’t
got no teeth my flash light is a liar!
They looks like a double row of grave
stones to me!

“My God!” yells Tom, “That ain’t the
lion I hired!”

“This is the hell of a time to be findin’
it out!” I says.

“Put out that dam light,” he hollars,
“and duck!”

I done both. That is I dropped the
light which went out itself, and 7 drop-
ped.

5{<

It was so dark I couldn’t see nothin’
now and all I could hear was my heart
beatin’ and the lion movin’ around. He
didn’t seem mad about nothin’. Just
sniffed around me a little, and when he
done that my heart don’t beat at all
and I quit breathin’ temporary. It don’t
seem to me it’s gonna do me any good
to keep on breathin’ anyhow. But at
least he backs off and lays down, as
near as I can figure right in front of the
door.

Pretty soon I hear the lion breathin’
heavy again and I figure he’s asleep.
We just lays there for a year or two
and then it commences to get a little
lighter. Finally I can’t stand it no more,
and I reaches out my hand and feels
around a bit. I gets ahold of a foot
and shakes it.

“How we gonna get outa here, Tom?”
I whispers.

But it ain’t Tom I got ahold of. His
voice answers from the other side of
the cage.

“Shut up, you fool!” he whispers back,
“We’re gonna lay here and play dead
until somebody comes along and lets us
out,” he says, “That’s the only chances
we has to see Hollywood Boulevard
again !”

That’s encouragin’! Just then the
heavy comes to. I must® woke him up,
it bein’ his foot I shook. He rolls over
and in doin’ so he kicks me in the jaw.
I lets out a yelp.

* * *

“What the hell!” he says, and sits up.
“Where the hell am I?” he asks. We
don’t tell him.

Before I can stop him, he gets up and
sorta stumbles past me, and the next
thing I hears is a howl. It’s the lion
the ‘heavy’ has bumped into! Then he’s
swearin’ and kickin’ the lion and the
lion is howlin’ some more!

“What the hell’s this dog doin’ in my
room?” says the ‘heavy.’

“Make for the door, Benny!” I hears
Tom say, and I does. We reaches it to-
gether while the heavy is lookin’ around
trying to get his bearings, and the lion
is over on the other side of the cage
tryin’ to get his bearings. He’d been
took 'by surprise but he’s cornin’ to fast,
( Continued on page 25)

MARIE PREVOST

DeMille Star Now Appearing in

“A BLONDE FOR A NIGHT”

DIRECTED BY E. MASON HOPPER — PATHE-DEMILLE

AL BOASBERG

Just completed the comedy construction on “The Fair Co-ed ”

AL BOASBERG

Just titled “The Gorilla” for First National in association with
Sidney Lazarus.

AL BOASBERG

Is now contributing the comedy construction at M-G-M for the next fea
ture for Miss Norma Shearer, Sam Woods directing

Dorothy Yost

F. B. O.

Now adapting

“ The Little Yellow House ”

24

STUDIO SECTION OF

December 3, 1927

Gotham Gives Lloyd

Gracious Welcome

( Continued from page 16)

that we could ask for was afforded us,
which offset in a big measure the bad break
we received in weather conditions.

“All the extra effort we had to put forth
to work around New York was compen-
sated for by the ‘different’ locale we

obtained. There is only one New York,
and all the finest sets one could construct
could not take the place of the wonderful
background of the city itself.”

Lloyd still has a considerable measure of
work remaining on “Speedy,” probably a
couple of months more before he will finish
it. Ted Wilde is directing. He is now
working on a new story, which he will have
in shape to go to work on shortly after the
completion of “speedy.”

LOCATION CAMPS DELUXE

EVERY CONVENIENCE OF A MODERN APARTMENT

W. L. ANDERSON

ANDERSON BOARDING AND SUPPLY CO.

1041 McCADDEN PLACE LOS ANGELES

NEW PHONE — GLADSTONE 0782

MOLE - RICH ARDSON, INC

The Mark

of Progress

STUDIO ELECTRICAL EQUIPMENT

6310 SANTA MONICA BLVD., HOLLYWOOD, CALIF.

GEORGE

MELFORD

DIRECTOR

“A MAN’S PAST”

starring CONRAD VEIDT

“FREEDOM OF
THE PRESS”

BOTH FOR UNIVERSAL

Broadway Playwright
Turns to the Studios

( Continued from page 14)

who still look down on motion pic-
tures my advice is “keep out,” but if
you are adventuresome, willing to
learn what has already been done,
taking the advice of the men and
women who have grown up in the
business, you will find it an interesting
field. The foundation has been laid
by those already writing and daily
they are forging ahead, but once you
have caught up with them — there lies
before you — the world.

Rogell Completes
“Shepherd of Hills99
for First National

(Special to the Herald)

HOLLYWOOD, Nov. 29.— Albert Rogell
has completed “The Shepherd of the Hills”
after three very busy months. This un-
doubtedly will be one of the outstanding
pictures of the year from First National
studios.

Director Rogell has left nothing undone
to enhance the charm, interest and realism
of the Harold Bell Wright tale of life of
the Ozark mountain folk. Love and all the
other human emotions come into play and
unusually fine characterizations have been
supplied by Alec B. Francis in the title
role, Molly O’Day, as the heroine, John
Boles as the hero and Mathew Betz as the
villain.

There are many other fine interpretations
by Maurice Murphy, Romaine Fielding,
Otis Harlan, Joseph Bennett, Edyth Chap-
man, Carl Stockdale, Marion Douglas,
John Westwood, David Dunbar and other
players. It is one of the most powerful
casts ever assembled for a picture.

Camilla Horn on Coast

(Special to the Herald)

HOLLYWOOD, Nov. 29. — Camilla
Horn, German film actress, arrived here
Thursday, to join United Artists studios.
Her contract is for one year. She ap-
peared with Emil Jannings in “Faust,”
UFA production.

To Travelers This Emblem
Means Hotel Headquarters
In the Film Capital
of the World

The Hollywood Plaza is hotel headquarters in
Hollywood, California.

When on your next trip to Southern California,
make this famous hostelry your objective.

Situated in the heart of Hollywood, the hotel is
most centrally located for either pleasure, business or
shopping in Los Angeles.

Every room is a parlor during the day time — a

luxurious sleeping quarter at night. In-a-Door Beds
make this possible.

Strange people, exotic sights, theatres, and enter-
tainment are but a step away from the door of this
famous hostelry.

Write or wire us for reservations in advance.
Appoint this hotel now as your headquarters while
in Southern California.

HOLLYWOOD PLAZA HOTEL

Hollywood, Calif.

December 3, 1927

EXHIBITORS HERALD

25

Smiling Through

- 'By Rufus McCosh'

( Continued, from page 23)

and he’s got the nastiest snarl anybody
ever heard!

I dunno how we got out, but the next
thing I knows we, is out, all of us, and
the door slammed shut. Maybe I wasn’t
glad to hear it click!

“What the hell?” says the ‘heavy.’ I
starts to tell him, and stops. I suddenly
decides that I ain’t gonna tell no guy
that could boot a lion around like he
done, that I helped carry him into the
lions cage when he was asleep even
if it was all in fun and even if he don’t
know what he’s doin’ when he boots
the lion. Tom seems to have the same
idea.

“Well, Bull,” says Tom, “you sure put
it over! Congratulations!”

“Put what over?” asks the ‘heavy,’
“Oh! Oh, yeh. But where’s your tin
hero?” he asks, “And what was you two
doin’ in there? S’funny,” he says, “I
don’t remember goin’ in at all.”

“You don’t!” says Tom, “That’s good!
I mean that’s strange! You know Jim
passed out on the way to the lot, and
you goes in all alone as brave as a lion,
or braver, and goes to sleep as uncon-
cerned as you please!” he says, “Benny
and I just went in to wake you up and

the lion ’got mean. I don’t know how
we’d a got out if it hadn’t a been for
you kickin’ him outa the way!”

“I don’t neither!” I says, “I honestly
don’t! And you don’t remember goin’
in?” I asks.

“Sure I remember!” says the ‘heavy,’
“I was just kiddin’. Some story you got
tonight, feller!” he says, “I’ll make you
my press agent, for a coupla months
anyhow, if you put it over big. If you
don’t, after all I been through, I’ll knock
your block off! And don’t forget that
that bum hero ain’t in on it neither!”

“OK,” I says, kinda weak, “Has you
got anything left in that flask, Tom"? I
been thruogh somethin’ too!”

When I gets home it’s broad daylight,
and believe me, I’m ready for bed, but
when I tries to sneak in the door sticks
and wakes Patsy up! As if I ain’t had
enough to contend with! She sees I’m
dressed.

“What you doin’ up so early?” she
asks, “I didn’t hear you come in,” she
says.

What could I do?

“You was asleep, and I didn’t want to

JULES

WHITE

Director

EDUCATIONAL

PICTURES

Jack

Mulliall

in

“LADIES
NIGHT
IN A

TURKISH

BATH”

FIRST NATIONAL
PRODUCTION

Hello Exhibitors!

Many thanks for boosts and roasts

IN

“WHAT THE PICTURE DID FOR ME”

Watch

FOR LATEST
RELEASES— NEW SERIES

“The Golf Bug”

“A Gold Digger of Weepah”

“The Beach Club”

“The Best Man”

“Motorboat Mamas”

“Bicycle Flirt”

“His Unlucky Night”

“Hubby Steps, Out”

— Billy Bevan

Nine Years As Featured Comedian
in

Mack Sennett Comedies

26

STUDIO SECTION OF

December 3, 1927

JOHN

FORD

Directed

“GRANDMA

BERNLE

LEARNS

HER

LETTERS”

Preparing

“HANGMAN’S

HOUSE”

Fox Release

wake you up when I come in last night,”
I says, “I got an early appointment at
the office with a party which can’t come
in later,” I says, “Don’t get up. I’ll eat
down at the corner.”

“I’ll say you will, this time of the
mornin’,” she says, “Don’t forget about
the ‘Cocoanut Grove,’ tonight,” she says.

So I goes around to the barber shop

Nick Musuraca signs a contract to han-
dle the camera on the FBO lot. The
scene above is from “Tom’s Gang,”
a De Lacy picture.

and gets shaved, shampooed and steam-
ed. If I could only lay down somwhere!
Sleepin’ in this chair don’t really rest
me, and thinkin’ makes me dizzy.

If this lion story comes out I lose
my happy home, and if it don’t come
out I get by block knocked off! It’s a
great life! It’s a good thing I gotta
sense of humor!

ARTHUR STONE

FIRST NATIONAL STUDIOS

“THE VALLEY OF

THE GIANTS”

OLD MAN

MERVYN LeROY

STILL DIRECTING THOSE TWO KIDS

Charlie Murray

and

George Sidney

. IN A FIRST NATIONAL PRODUCTION

MOON MULLINS
PICKED BY HALE
FOR FILM PLAY

By GEORGE SHAFFER

(Syndicated)

Hollywood, Cal., Sept. 22. — Besides his
reputation as a successful villain, success-
ful comedian and successful director, Alan
Hale thinks he’s a successful picker.

Alan Hale Greta Garbo

He wants to play role of Moon Mullins, and
she’s star in new play.

Hale has picked up from Frank Willard, 1
creator of Moon Mullins, Little Egypt and
Emmy Schmaltz, the motion picture rights
to Willard’s comic strip in THE NEWS.
Moreover, Hale, whose contract is held by
Cecil De Mille, is on a fair way to sell his
movie rights to his producer boss, with the
stipulation that Hale enact Moon Mullins
in the screen version.

If the arrangement goes through with
De Mille the cast may include Polly Moran
as Emmy, Junior Coghlin as Kayo and per-
haps Rudolph Schildkraut as Uncle Oscar.
A Hollywood business agent represented
Hale in the Chicago dickers with Willard.
— N. Y. Daily News, Sept. 23, 1927.

December 3, 1927

EXHIBITORS HERALD

27

Boyce-Smith Becomes
Tec- Art Executive

( Continued from page 18)

missing an opportunity to watch an
important golf tournament or to par-
take in one, and never letting an
important business conference go
unattended.

The executive was born August
15, 1881, in New York City. His
grandfather, John Boyce, was high
in civic affairs in that city. He traces
his stock back to Colonial days, his
ancestry to John Quincy Adams, and
John Adams, early presidents of the
United States.

Smith was a member of the track
team of Columbia and was track
team captain for two years and
holder of the college indoor record
for pole vaulting. He was also cap-
tain of the cross-country team.

The Boyce-Smiths live in a quiet
section of Hollywood. They have
three children, John Boyce-Smith
III, Cora Suzanne and William 1 11s-
ley. The first two attend school in
Hollywood and the third and young-
est is getting his eyes full with the
California sunshine and the excite-
ment that is constantly prevailing in
the center of the third greatest in-
dustry of the world.

Smith’s club memberships include
the Rancho Golf Club, the Breakfast
Club, Catalina Island Light Tackle
Club, Noah Beery’s Paradise Trout
Club, is a charter member of La
Morada del Arte and still retains his
membership in the Columbia Uni-
versity Club and the Theta Delta
Chi fraternity of New York City,
and the New York State Bar Asso-
ciation.

Pathe Wrecks Entire
Train to Get Stirring
Shots for “Night Flyer ”

(Special to the Herald)

HOLLYWOOD, Nov. 29— The wrecking
of an entire train, including the engine
and several cars, was taken in close-up for
the first time for use in “The Night Flyer,”
James Cruze production for Pathe-DeMille
release.

When Cruze sent Director Walter Lang
and the company on location, he instructed

them to make the great wreck in the pic-
ture as realistic as possible. But he had
no idea that Lang’s cameramen would be
stationed so near the rails that the wind
from the engine and cars, as they hurtled
the rails and fell down the river embank-
ment, would blow their caps from their
heads.

So realistic were the results that when
the rushes were run at the studio, the most
hardened studio workmen, long used to
great thrill stunts, gasped and clung to
their seats. William Boyd, Jobyna Ralston
and Philo McCollough are featured in this
sequence of the picture.

Michael Curtiz

Is Directing

‘TENDERLOIN”

for Warner Brothers

a Vitaphone
special starring
DOLORES COSTELLO

Alfred E. Green

Director of William Fox Pictures

has finished “Come to My House,” featuring
Olive Borden and Antonio Moreno. . . . And
is preparing a screen story from Jack Bethea’s
powerful novel, “Honor Bound.”

28

STUDIO SECTION OF

December 3, 1927

Paramount engages artists to model such things as fountains,
vases, staircase ornaments and other articles for produc-
tions made in Hollywood.

Pola Negri used the set above in Paramount’s “Barbed Wire.”
It is a French farm house set, constructed to defy the eye
of French architectural critics.

“Love Mart” Will Open
In Two Theatres on
Coast on Same Day

(Special to the Herald)

LOS ANGELES, Nov. 29.— “The Love
Mart,” the George Fitzmaurice-Billie Dove
special filmed under the working title of
“Louisiana,” will have a double premiere.
It will open Saturday, December 3, at the
Granada theatre in San Francisco and at
Loew’s State theatre in Los Angeles, ac-
cording to an announcement just made by
Ned E. Depinet, vice president and general
salesmanager for First National Pictures.

George Fitzmaurice’s flair for beauty and
unusualness in photography, his gift for
translating high passion and rapid action
convincingly to the screen are said to find

SCOTT R. DUNLAP

Directed
a Series of
Features
for

Phillips Company, Ltd.
Australia

full scope in “The Love Mart,” which is
an adaptation of Edwin Childs Carpenter’s
novel of early New Orleans, “The Code of
Victor Jallot.”

First National gave him a cast of ex-
ceptional brilliance with its new star and
screen beauty, Billie Dove, as the star;
with Gilbert Roland, rapidly rising film
luminary, as her leading man ; and with
Noah Berry, one of the ablest character
actors, as the menace. Other notable play-
ers in the cast are Armand Kaliz, Emil
Chautard, Boris Karloff, George Bunny,
Gertrude Howard and Raymond Turner.

Cutting and titling of “The Love Mart”
has just been completed and prints will
soon be available at all First National ex-
changes.

December 18 is the general release date
for “The Love Mart.”

GERTRUDE SHORT

Now Free Lancing

“ADAM AND EVIL”— M. G. M.
“LADIES AT EASE”— Chadwick
“WOMEN’S WARE”— Tiffany
“POLLY OF THE MOVIES”

— First Division Pictures

Survey Shows 42,546
Specialists Engaged in
Work on West Coast

(Special to the Herald)

HOLLYWOOD, Nov. 29. — A colony of
specialists, 42,546 in number, produces 82
per cent, of the world’s motion pictures
each year, thereby keeping the eighth great-
est industry centered in the Western States
of America. Nowhere is there to be found
a more highly trained group of people than
these 42,546, each having their part to play
in making entertainment for the far and
near-flung corners of the globe.

The worker-population of the film colony
in Hollywood has just been computed by
the Paramount Famous Lasky Corporation.
The results of this survey discloses that
there are nine major and 45 minor studios
producing pictures in Southern California,
these studios employing technical and office
workers to the number of approximately
13,550.

The larger studios are those of Para
mount, First National, Warner Brothers,
Pathe - Demille, Metro - Goldwyn - Mayer,
Fox, Universal, United Artists and Film
Booking Offices of America. The smaller
studios include those of Christie, Sennett,
Educational, Columbia, Tiffany, Tec-Art,
and many other independents.

The Paramount survey reveals that there
are approximately 27,000 extra workers in
Hollywood and Los Angeles, 16,500 of
these being registered at Central Casting
Bureau, an organization perfected to solve
the problem of hiring extra players by all
studios of the Producers Association of
America, the Will Hays group. In addi-
tion to the contract players included in the
studio payroll list and to the extras both
free-lance and registered are approximately
3,000 free lance featured and “bit” players
who are retained to work by the picture.
At this particular period practically all of
the film workers in Hollywood are em-
ployed.

Larry Semon Talks

Over W JR, in Detroit

As a ballyhoo for his appearance as a
vaudeville headliner at the Loew’s State
in Detroit lately, Larry Semon spoke
over radio station WJR. He told how
much he liked the motor city, and was
then asked some questions by the an-
nouncer.

These questions had been sent in by
receivers of WJR, and according to the
letters they later wrote, Semon sure
gave them some humorous answers.

December 3, 1927

EXHIBITORS HERALD

29

Seven Film Companies
Incorporate in Week

(Special to the Herald)

ALBANY, Nov. 29. — While activity in
the number of companies incorporating in
the motion picture business, week by week,
in New York State, does not compare with
a few months ago, nevertheless the past
week brought the incorporation of seven
such companies, with substantial capitali-
zation. The companies chartered during
the past week included Headline Pictures
Corporation, $7,500; Montmartre Produc-
tions, Inc., capitalization not stated ; Photo-
tone Talking Corporation, $100,000; Stage
Furnishings, Inc., $25,000; Bela Blau, Inc.,
$30,900; 409 Fifth Avenue, Inc., $15,000,
Kodak Panama, Ltd., $50,000.

R. J.

BERGQUIST

Cinematographer

“SANDY”

“WOMAN

POWER”

“ONE

INCREASING

PURPOSE”

Fox Release

George Folsey

Cinematographer

“LADIES AT PLAY”

“ORCHIDS AND
ERMINE”

“SEE YOU IN JAIL”
“NAUGHTY BUT NICE”
“AMERICAN BEAUTY”
“NO PLACE TO GO”

PHOTOGRAPHY

BY

KARL STRUSS

“BEN-HUR”
“FOREVER AFTER”
“SUNRISE”

Now with D. W. Griffith Making
a Spanish Romance for .
United Artists

Camera!

A Department Devoted to News and Affairs of
the American Society of Cinematographers and Its
Members, Published as a “Studio Section” Feature.

Producer Laxity Retards Work
of Research , Snyder Reports

Process Inventors Plan Meeting with Producers to Demand Relief

From Patents Evil
By S. E. SNYDER

HOLLYWOOD, Nov. 29. — The other day a group of technical men
employed at one of the studios was talking of the various individual
plans of research when someone inquired of Daniel B. Clark, president
of the A. S. C., what a friend had accomplished along a line of research
he had been following for almost a year.

“He is making progress,” replied Mr. Clark, “but the producer is so
niggardly with his research budget that he is not able to proceed as
rapidly as if he had an adequate fund to draw upon.

i i TN fact the allowance of this man is so
small (and this is one of our largest
studios) that lie is not able to use any ini-
tiative, which is the very life and inspira-
tion of all research. Instead, therefore, of
proceeding along original lines he is forced
to await opportunities offered by regular
production to make progress in research —
to make the experiments his intuition
prompts.

Thwarts Own Purpose

“Such a policy toward the research de-
partment is at best short-sighted for it
stands in the way of the very thing the
producer seeks to bring about — better
methods of photography, new effects, im-
proved ways of doing things, saving of
time and money.

“And this,” continued Mr. Clark, “calls
to mind another evil — multifarious patents
on process shots of various kinds.

“It is getting so that producers are afraid
to seek for the unusual in photographic
effects lest they bring down an avalanche
of lawsuits on their heads.

“Most of these patents are vitiated by
priority of use on the part of camermen
who employed them years before the ‘in-
ventors’ took out letters of patent on them,
hut while members of the A. S. C. know
this and use the shots as they like, the pro-
ducer does not know it and either does not

LEONARD SMITH

CINEMATOGRAPHER

“AT EASE” — Lloyd Hamilton. “UP IN ARMS” —
Dorothy Devore. “KILTIES”— Dorothy Devore.

“COUNTRY GIRL” Dorothy Devore

Directed by Norman Taurog
EDUCATIONAL RELEASE

employ the shots or is strong-armed into
paying for them. Here is an instance
where the producer could counsel with the
cameraman to mutual advantage.

“Of course there are some legitimately
patented processes, but most of them are of
no force, if the truth were known ; and it
is time the truth were known when studios
are taking out patents on their own inven-
tions and special processes, not to sell
them, but to prevent a pirate patenting them
and placing all producers under tribute for
their use. This, I should say, is rather an
undesirable situation and one that needs
clearing up.

Inventors to Meet Producers

“And this is what the A. S. C. is going
to do as a part of the house-cleaning of
the industry, for very soon our Society will
invite all the inventors of special processes,
etc., to meet the producers at a special
session of the A. S. C. so that it may be
established without question just what
claims are erroneous. This will go a long
way toward clearing the atmosphere.

“The A. S. C. is made up of men of
wide experience and exhaustive research
in cinematography, and few tricks have
escaped them. For the most part they have
been too busy to commercialize the results
of their discoveries, but have been glad to
pass their better methods on to their fel-
lows without consideration. The situation,
however, is becoming serious and a show-
down is absolutely necessary.”

BARNEY

McGILL

Cinematographer

“ WHAT

PRICE

GLORY?”

FOX

**Desired

Woman”

MICHAEL CURTIZ

**College
Widow”
ARCHIE MAYO

**Good Time
Charley ”

MICHAEL CURTIZ

**Across the
Atlantic ”
WARNER BROS.

30

STUDIO SECTION OF

December 3, 1927

IN CONFERENCE

By Bob Early

( Continued from page 8)

for the job. Universal has had a good year, however, and Uncle Carl evidently has1
decided to let things roll as they are. Meantime, the aspirants will continue to wage their
war of attrition and hope for the best.

All the Big Guys in Hollywood

Practically every big Eastern executive of every big picture company is in Hollywood
at this writing. Maybe they’ll all get together and decide to make ’em bigger and better.

ALIENS GETTING THE BREAKS

It looks very much as though there was some ground for the complaint that the for-
eigners' are getting a shade in the studios. Especially the directors. Murnau was allowed
to spend something like a million on “Sunrise” and wouldn’t even let the Fox officials look
at his rushes. Korda was permitted by First National to spend as much, or more, on
“The Private Life of Helen of Troy,” starring his wife. Universal is giving Paul Leni
the price of a skyscraper to make “The Man Who Laughs.” Murnau’s “Sunrise” has
only been seen here in preview. A well known writer who saw it ventured the following
comment : “Any intelligent American director could have done anything that Murnau did
- — and would have been fired for doing it.” Universal has made no secret of its desire
to “put over” Leni. His “Cat and Canary,” which has gone a long way towards “making”
him, was virtually directed under protest. He had written his own screen version of the
play which was regarded as a joke and he was' compelled by Manager Henigson to shoot
the script which had been written under the supervision of Scenario Editor Montagne.

“ Bubbles ” Gets Over

Mary Nolan, it sems, is the latest sensation on the screen. She appears in
Universal’s “The Foreign Legion” and those who have seen the picture rave over
Mary’s performance. Despite the plebeian name, Hollywood’s latest sensation is
none other than Imogene “Bubbles” Wilson, who acquired considerable notoriety
in connection with the marital affairs of Frank Tinney.

The Men Who Write
The Plays You Show

( Continued from page 8)

CHAS. G. CLARKE— A. S. C.

PHOTOGRAPHER

"RED'’ ORANGE’S ’’ONE MINUTE TO PLAY’
“THE RACING ROMEO’’ — F B O
“GOING CROOKED" — FOX — “UPSTREAM"
“GRANDMA BERNLE” — Fox

Charles Van Enger

A. S. C.

CINEMATOGRAPHER

“SEA TIGER”

Milton Sills

“THE SILENT LOVER”
“EASY PICKINGS”
“FRAMED”

“SMILE, BROTHER SMILE”
“LIFE OF RILEY”

FIRST NATIONAL

ing camps with his ready wit and colorful
original poems and humorous stories, is an
incessant traveler; but like Hershey, he,
too, labors hard in the solitude of his' hotel
room to put his thoughts in print.

Roy Briant, author of many plays and
38 vaudeville sketches, who is now under
contract to write original stories for one
of the largest motion picture producing ap-
portions in Hollywood, has traveled all
over the world, and he is going to travel
some more, but at present he is admittedly
a slave to his typewriter. The light of his
room may be seen far into the night.

A1 Martin, humorist and motion picture
title writer who is making thousands of
theatre goers laugh with his sparkling
jokes, wandered all over the country gath-
ering material for his literary career, but
to look at him as he is using his typewriter,
one would think he is as serious as Scho-
penhauer.

Sidney Lazarus, who contributes regu-
larly to America’s leading weekly periodi-
cal as well as to the motion pictures, visited

nearly every state in the Union to get his
ideas.

“I’m going to travel some more,” he says,
“but right now I have hardly a moment of
leisure. People may look on an author as
sort of a genius who just can’t help creat-
ing literature, but they’re certainly wrong.
My inspiration has come from travel, but
it’s the sweat of my brow that gives ex-
pression to the happy emotions I have ex-
perienced in the great outdoors.”

Ralph Parker, a young writer who con-
tributes to many well known fiction maga-
zines, is a regular vagabond when he finds
the cherished opportunity to visit new
places, 'but like all the rest of the creative
thinkers in this unique hotel colony, the
business of writing is as painful as a wash-
clo'h on the neck of a school boy.

Now who will say traveling is a fool’s
ambition? Writers don’t. Deep in their
hearts they have a tramp’s instincts. Their
inspiration js from travel. The entertain-
ment they give us is ninety per cent hard
labor on their part.

AL MARTIN

Just finished titling his 400th pic-
ture— who will make it 401?

December 3, 1927

EXHIBITORS HERALD

31

Exhibitors Herald Production

Directory

Chicago Office: 407 So. Dearbokn St.

A Monthly Service Devoted
to Stars, Directors, Scena-
rists and Cameramen at
Work Upon Pictures in
Current Production.

fjj Hollywood Representatives:
Ray Murray,

Douglas Hodges.

(J New York Representative:
John Spargo.

Story

Star

Scenarist

Cameraman

Brand Name

Starting

ASSOCIATED STUDIOS. 3800 Mission road. CA-2120

NO PRODUCTION THIS MONTH

CALIFORNIA STUDIO. 1420 Beachwood Drive. HE-2111

Untitled

A1 Neitz

All Star

Hans Tiesler

Nov. 18

Production

“The Law’s Lash’’

Noel Smith

Sandow

F. J. McConnell

Nov. 21

Production

CHADWICK STUDIOS. 1440 Gower street. HE-3186

“Heart of Broadway”

Duke Worne

Arthur Hoerl

Walter Griffin

Duke Worne

Nov. 21

Production

“Comrades”

Cliff Wheeler

Lillian Rich

Ruth Todd

Ted Tetzlaff

J. Ormont

Nov. 25

Henry Walthall

Production

CHRISTIE STUDIO.

6101 Sunset boulevard. HE-3111

“Tillie’s Punctured

Eddie Sutherland

W. C. Fields

Monte Brice

Charles Boyle

Paramount

Oct. 17

Romance”

Chester Conklin

Louise Fazenda

Wm. Wheeler

Untitled

Wm. Watson

Jack Duffy

Sig Herzig

Alex Phillips and
Alfred Jacquemin

Paramount-Christie

Untitled

Harold Beaudine

Neal Burns

Sig Herzig

Pe terse n-Sulli van

Paramount-Christie

COLUMBIA STUDIO

. 1438 Gower street. HO-7940

“The Siren”

Byron Haskin

Tom Moore

Ray June

Perfect 30

Nov. 5

Dorothy Revier

DeMILLE STUDIO.

Culver City, Cal.

EM-9141

“Stand and Deliver”

Donald Crisp

Rod LaRocque

Sada Cowan

David Abel

Pathe

Oct. 17

“A Blonde for a Night”

E. Mason Hopper

Marie Prevost

Rex Taylor

Dewey Wrigley

Pathe

Nov. 14

“The Blue Danube”

Paul Sloane

Leatrice Joy

Harry Carr and
Paul Sloane

Arthur Miller

Pathe

Oct. 25

UNITED STUDIOS, Inc.

M. C. Levee, President

100,000 square feet of props, garnered Let us supply the props for
from the four corners of the globe. your next production.

UNITED STUDIOS, Inc.

5341 Melrose Ave., Hollywood, Calif.

32

STUDIO SECTION OF

December 3, 1927

Story

Director Star

Scenarist

Cameraman

Brand Name

Starting

EDUCATIONAL STUDIOS.

7250 Santa Monica boulevard.

HO-2806

Untitled

Steve Roberts

George Davis

Staff

Dwight Warren

Mermaid

Untitled

Norman Taurog

Lloyd Hamilton

Staff

Len Smith

Hamilton

Untitled

Charles Lam on t

Big Boy

Staff

Wm. Hyer

Juvenile

Untitled

Henry W. George

Lupino Lane

Staff

Jay Turner

Lane

F B 0 STUDIO.

780 Gower street.

HO-7780

“Chicago After Midr

light” Ralph I nee

Ralph Ince

J. V. Taylor

Gold Bond

Nov.

3

“Man in the Rough’

Wallace Fox

Bob Steele

Phil Tannura

Western

Nov.

14

“When the Law Rid

es” Robt. DeLacy

Tom Tyler

Nick Musuraca

Western

Nov.

14

FIRST NATIONAL.

Burbank, Cal.

GL 4111.

“Lilac Time”

“The Noose”

G. Fitzmaurice

J. F. Dillon

Colleen Moore

N. Barthelmess

J. T. O'Donohoe

J. Van Trees

First National

First National

Preparing

Oct. 17

“Aces Up”

“Whip Woman”

M. LeRoy

J. C. Boyle

Sydney- Murray
Estelle Taylor

F. Halsey

First National

First National

Oct. 21

Nov. 3

“The Chaser”

A. Moreno and

L. Sherman

H. Langdon

A. Ripley

E. Lessley

First National

Sept. 14

FOX STUDIO. 1401 No. Western Ave

. HO-3000

“Soft Living”

James Tinling

Madge Bellamy.

Frances Agnew

Joseph August

Nov. 12

“Sharp Shooters”

J. G. Blystone

Geo. O’Brien

• Lois Moran

Marion Orth

Chas. Clarke

Oct. 19

“Lady Cristilinda”

Frank Borzage

Janet Gaynor

Chas. Farrell

Marion Orth

Ernest Palmer

Sept. 26

“Pigskin”

Dave Butler

Dave Rollens

Sue Carroll

John Stone

Glen MacWilliams

Oct. 31

“Wo man wise”

Albert Ray

William Russell

June Collyer

Walter Pidgeon

Randall H. Faye

Sidney Wagner

Oct. 10

“A Girl in Every Port”

Howard Hawks

Victor McLaglen

Seton I. Miller

L. W. O'Connell

R. J. Bergquist

Nov. 12

“The Desert Whirlwind”

Lambert Hillyer

Barry Norton
Dorothy Janis

Elizabeth Pickett

Frank B. Good

Nov. 16

BUSTER KEATON STUDIO. 1025 Lillian Way.

NO PRODUCTION THIS MONTH

METROPOLITAN STUDIO. 1040 Las Palmas. GR-3111

“Speedy”

Ted Wilde

Harold Lloyd

“The Red Mark”

James Cruze

Nena Quartero

“Hell’s Angels”

Luther Reed

Ben Lyon

Greta Nissen

Louis Wolheim

“The Black Ace”

Leo Malloney

Leo Malloney

Untitled

Richard Thorpe

Wally Wales

Neal Rogers

Walter Lundin

Paramount

July 30

Julien Josephson

Ira Morgan

L. C. Huggins

James Cruze
Production

Oct. 28

Harry Behn

Harry Perry

Caddo Production
Leo Malloney

Nov. 7

Ford I. Beebe

Edward C. Kull

Production

Nov. 7

Frank Inghram and
Betty Burbidge

Ray Ries

Nov. 21

GEORGE ARCHAINBAUD

DIRECTOR

Recent Box Office
Successes

“THE SILENT LOVER”
“MEN OF STEEL”
“PUPPETS”

FIRST NATIONAL PICTURES

December 3, 1927

EXHIBITORS HERALD

33

Story

Director

Star

Scenarist

Cameraman

Brand Name

Starting

METRO-GOLDWYN-MAYER. Culver City, Cal.

EM-9111.

“Tl>e Big City”

Tod Browning

Lon Chaney

Waldemar Young

Henry Sharp

Oct. 17

“The Cossacks”

George Hill

John Gilbert

Frances Marion

Percy Hilburn

Oct. 25

“Rose Marie”

Edmund Goulding

James Murray
Joan Crawford

Lucien Hubbard

John Arnold

Oct. 26

(Untitled^— Polo Story)

Jack Conway

William Haines

Byron Morgan and
Ann Price

Clyde DeVinna

Nov. 12

Untitled

Sam Wood

Norma Shearer

A. P. Younger

Robt. Daniels

Oct. 31

PARAMOUNT FAMOUS LASKY STUDIO. 5451 Marathon street. HO-2400

“The Traveling Salesman”

Mai St. Clair

Richard Dix

Tom Crizer

Edward Cronjager

Paramount

Nov. 7

Ray Harris

Untitled

Frank Tuttle

Esther Ralston

Doris Anderson
Florence Ryerson
Louise Long

Harry Fischbeck

Paramount

Nov. 7

“The Last Command”

Josef von Sternberg

Emil Jannings

Lajos Biro

John F. Goodrich

Bert Glennon

Paramount

Oct. 5

“Abie’s Irish Rose”

Victor Fleming

All Star

Anne Nichols

Hal Rosson

Paramount

Nov. 3

Florence Vidor

Jules Furthman

“Doomsday”

Rowland V. Lee

Henry Gerrard

Paramount

Nov. 15

“Under the Tonto Rim”

Herman Raymaker

Richard Arlen

Mary Brian

J. Walter Ruben

C. Edgar Schoenbaum

Paramount

Oct. 26

HAL ROACH STUDIO. Culver City, Cal. EM-1151

Untitled James Parrott

Charley Chase

Staff

Len Powers

Hal Roach

M-G-M

Comedy

Untitled Anthony Mack

Our Gang

Staff

Ant Lloyd

Hal Roach

M-G-M

F. Hershey

Comedy

Untitled Clyde Bruckman

Stan Laurel

Staff

Geo. Stevens

Hal Roach

M-G-M

Oliver Hardy

Comedy

Untitled Fred Guiol

Max Davidson

Staff

Geo. Stevens

Hal Roach

M-G-M

Comedy

MACK SENNETT STUDIO. 1712 Glendale boulevard.

Olympia 2181

Untitled

Alf Goulding

Daphne Pollard

Staff

Fred Rannahan

Mack

Sennett

Johnny Burke

Irving Bacon

Alma Bennett

Fred Dawson

Coi

medy

Untitled

Harry Edwards

Billy Bevan

Staff

Billy Williams

Mack

Sennett

Vernon Dent

Dot Farley

George Unholz

Coi

medy

Untitled

Paul Whitman

Mary Ann Jackson

Staff

Johnny Boyle

Mack

Sennett

Ruth Hiatt

Raymond McKee

Vernon Walker

Coi

medy

STERN FILM CORPORATION STUDIO. 6048 Sunset boulevard. HO-0391

“The Newlyweds and
Their Baby”

Francis Corby

Sunny McKeen

Jack Bartlett

Addie McPhail

Page Wright

Wm. Weber

Victor Scheurich

Stern Brothers

Comedies

In Production

“Keeping Up With the
Joneses”

“Buster Brown”

Gus Meins

Harry Long

Stella Adams

Bella Donna

Arthur Trimble

Doreen Turner

Tige

Page Wright

Wm. Weber

Staff

Harry Forbes

Stern Brothers

Comedies

Stern Brothers

Comedies

In Production

Preparing

“Let George Do It”

Samuel Newfield

A

Sid Saylor

Roland Asher

Stern Brothers
Comedies

Preparing

CLARENCE

IS NOW

“THE *

TRAIL

OF

QO” '

BROWN

DIRECTING

yf> m

M.

34

STUDIO SECTION OF

December 3, 1927

Story

Director

Star

Scenarist

Cameraman

Brand Name

Starting

TIFFANY-STAHL STUDIO. 4500

Sunset boulevard.

NO PRODUCTION THIS MONTH

TEC-ART STUDIO. 5360 Melrose

ave. GR-4141

“Ramona”

Edwin Carewe

Dolores Del Rio

Finis Fox

Robt. Kurrle

Inspiration

Sept. 3

“Valley of the Sun”

A1 Rogell

Ken Maynard

Marion Jackson

Arthur Reed

First National

Nov. 25

“The Stronger Will”

Berton King

Percy Marmont

Harry Chandlee

Berton King

Adrian Johnson

Production

Nov. 25

UNITED ARTISTS STUDIO. Hollywood. GR-5111

“Tempest”

Tourjansky

John Barrymore

Chas. Rosher

John Barrymore
Production

Oct. 15

UNIVERSAL STUDIO.

. Universal City. HE-3131

“Home James”

Wm. Beaudine

Laura LaPlante

M. Blumenstock

Jewel

Preparing

“Cream of the Earth”

Mel Brown

Donahue

Jewel

Preparing

“Hot Heels”

Wm. Craft

Glenn Tryon

Patsy R. Miller

Harry Hoyt

Todd

Jewel

Oct. 31

“Thoroughbreds”

Robert Hill

All Star

Paul Gangelin

Bretherton

Jewel

Nov. 7

“Honeymoon Flats”

Millard Webb

George Lewis
Dorothy Gulliver

M. Blumenstock

Fisher

Jewel

Nov. 10

“Anyone Here Seen

Willy Wyler

Bessie Love

John Comer

R. Sturaar

Jewel

Nov. 12

Kelly?”

“The Man Who Laughs”

Paul Leni

Mary Philbin
Conrad Veidt

J. G. Alexander

Gil. Warrenton

Jewel

Sept. 26

WARNER BROTHERS STUDIO.

Sunset & Bronson

street. HO-4181

“Across the Atlantic”

Howard Bretherton Monte Blue

Harvey Gates

Barney McGill

Oct. 31

“The Lion and the Mouse”

Lloyd Bacon

May McAvoy

Lionel Barrymore

Robert Lord

Norbert Brodin

Nov. 7

“Powder My Back”

Roy Del Ruth

Irene Rich

Joseph Jackson

Frank Kesson

Nov. 10

“Domestic Troubles”

Ray Enright

Louise Fazenda
Clyde Cook

Graham Baker

Nov. 14

“Tenderloin”

Michael Curtiz

Dolores Costello

E. T. Lowe, Jr.

Preparing

“The City of Sin”

Archie Mayo

Myrna Loy

Anthony Coldewey

Preparing

John Miljan
Leila Hyams

ELIZABETH

PICKETT

Fox Varieties
Originals

“WOLF FANGS”
“FLEET WINGS”

WILLIAM

NIGH

DIRECTOR

“THE FIRE
BRIGADE”

“MR. WU”

“THE

TEXAS

RANGER”

M. C. M.

Day and Night

.BllV HE 5606

|{ /£> ALPHA
FLORAL
SHOP

“HER WILD OAT”

Colleen Moore
First National

5566 Hollywood Blvd.

Los Angeles, Cal.

j

■r- *-

GARRETT FORT

WRITER

Paramount-F amous-Lasky

JASON ROBARDS

has finished work in “Casey
Jones” for Trem-Carr Produc-
tions, and “Streets of Shang-
hai” for Tiffany-Stahl Pro-
ductions.

TOM TYLER

BORN TO
BATTLE:

Tom Tyler.
October 8. A

real Western.
“Born to Bat-
tle” is right.
Tom is just as
good as any of
them. Five
reels. — A. K.
Haynes, Com-
munity thea-
tre, Razor,
Tex.

Star of

“When the Law Rides”

THE COW-
BOY COP:

Tom Tyler. October 15. A

good picture that went over
big. All this star’s pictures
are good when assisted by
his pals. — J. S. Landry, Col-
umbia theatre, Morganza, La.
— Small town patronage.

THE MASQUERADE
BANDIT: 1 'om Tyler. Tom
is very well liked here. — Au-
brey - Swearingen, Crescent
theatre, Woodville, Tex. —
Small town patronage.

GEORGE SIDNEY

Says —

Charlie Murray says —

Mervyn LeRoy says —

Efe Asher says —

First National says —

in fact everybody will say — our

next is the funniest yet.

“ Gallagher ”

“ A Blonde
For a Night ”

uThe

Rush Hour ”

“ The Girl
in the
Pullman ”

HARRISON

FORD

IN

DeMILLE

PICTURES

Who is the Brightest Star in
Hollywood 1

A year ago, Exhibitors Herald initiated a
nation wide questionnaire to theatre owners to
find out what stars mean the most at the box
office.

Thousands of replies were received and from
the tabulated results, the Herald was enabled
to give the magic money-making name to the
industry.

Various conditions often confuse the rela-
tive drawing power of stars. The strength of
the stories they are given, the supporting casts,
the publicity put in back of them and many
other elements weigh heavily in the balance.
The theatre owner, however, can more nearly
judge values than any other individual in the
business. He knows what name draws money
to his box office because he has to know.

Questionnaires to establish the name of the
brightest star of 1927 are alreadv in the mail to
thousands of theatre owners. The answers will
be compiled and the choice of the nation’s exhi-
bitors will be announced in the

December 31 Issue of
The Studio

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Bigger than Anything that
Ever Played at The Embassy

That includes “The Merry Widow”

Absolutely The Best Selling
Picture on Broadway at $2

That includes every Special on the market

Packed with Standees
Matinee and Night

and sold out solid for three weeks

Box-Office Statement furnished
On Request

Without question the smash hit of the season

John Gilbert and Greta Garbo
in “Love”

M-G-M

Member of Motion Picture Producers and Distributors of America, Inc. — Will IT. Hays, President

W

\ \

\\N

LXI, No. 13

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

December 10, 1927

[ jug nynji Tyijyu yupnjn ijiijjiiyi ij Ujii ^iiijiii^JU^rrT^i i Li[rnpTT

OLYMPIA
THEATRE
Miami, Florida

in-ffloridcu

Whether it be in Florida, California, New York or New Mexico, the Wurlitzer
Organ is installed in every motion picture theatre where enterprising managers seek
the finest equipment and entertainment. Everywhere in motion picture circles
you will hear unanimous acclaim of Wurlitzer organ supremacy, because no other
organ is so beautifully toned and so responsive to the slightest touch. You, too,
may reluctantly but eventually be convinced of the superiority of the Wurlitzer
Organ, even though it require the replacement of your present instrument.

Beautifully illustrated
Theatre Organ catalog
will he mailed promptly
upon request.

Wurlitzer Organs are
built in many styles and
sizes to fit your particular
requirements.

V/uruIzer Organs

* reg.us pat.off *

REG. U S. PAT. OFF.

. FACTORY, N. TONAWANDA, N. Y.

New York
Cleveland

Philadelphia
St. Louis

Buffalo
San Francisco

Cincinnati Kansas City
Detroit Los Angeles

af

1

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' 'ijj fl

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sWlJPi

* . —dd

m^n **

December 10, 1927

EXHIBITORS HERALD

3

'1 000 CASH!

.

■or best theatre advertising campaigns

exhibitors, theatre managers
md theatre advertising and
publicity men!

I How would you sell — advertising, publicity and exploitation — HAROLD
LOYD in SPEEDY” to your public? The picture deserves the best campaign
ver put behind a big special. Harold Lloyd and Paramount want to start you
funking about it at once. W e will pay good cash money for suggested campaigns.
Itead the synopsis, look at the 24-slieet, play with the title. Prepare a compre-
iensive, practical campaign. Send it BEFORE DECEMBER 26TH to
SPEEDY Harold Lloyd Corporation, 1501 Broadway, New York City.

4

EXHIBITORS HERALD

Synopsis of

HAROLD LLOYD

in "SPEEDY”

Speedy, a super-active boy of
the New York streets, is so
called because of the speed with
which he gets and loses jobs.

His warmest friends are Pop
Dillon, owner and driver of the
last horse car line in New York,
and Pop’s pretty granddaughter,
Jane.

Speedy’s weakness is baseball.
After a gag-filled holiday with
Jane at Coney Island, he gets a
job as taxi driver. In an ex-
citing trip thru N. Y. traffic
with Babe Ruth (in person) as
passenger, he lands Babe at
Yankee Stadium just in time
for World’s Series game. Only
to learn that the villain of the
story, knowing Pop Dillon
must drive his car once a day
over the line to hold his fran-
chise, has abducted the car and
horse.

After wild adventures Speedy
locates ear and horse and drives
it madly thru N. Y., returning
it just in time to make the run.
Pop gets $100,000 from the
electric trolley people for his
franchise and Speedy gets Jane.

December 10, 1927

PRIZES FOI
SHOWMEN

Best Campaign

. . . $20

2nd Best ....

. . . 15

3rd Best ....

. . . 10

Next 11 Best .

$50 eac

Start working
at once on

Lloyd s Lates
and

Laughingest

In case of tie, duplicate prizes will be

awarded tying contestants.

December 10, 1927

EXHIBITORS HERALD

5

Motion Picture News

“Gentlemen Prefer Blondes”

Reviewed by William McCormack

West Coast Representative , Motion Picture News

LOS ANGELES, November 16. — “Gentlemen Prefer
Blondes”, the Malcolm St. Clair production for Para-
mount, was previewed this evening at the Wilshire
Theatre in Los Angeles and came in for hearty rounds of
applause.

The Anita Loos story of the ultra in gold-diggers has
been deftly told by the director in a style fresh, smart and
crisp, clicking at welltimed intervals with real laughs. The
picture is tiptop entertainment from beginning to end.

Ruth Taylor, who has the role of Lorelei, will be hailed
as a “find”. Alice White gave an excellent performance
and helped the production materially. Ford Sterling,
Chester Conklin, Mack Swain, Blanche Frederici, Holmes
Herbert and Trixie Friganza all contributed their share
in making what looks like one of the comedy hits of the
year.

Paramount’s Big Special based on story
by Anita Loos and play by Miss Loos
and John Emerson. Hector Turnbull,
Prod. Directed by Malcolm St. Clair.

Lorelei: 66 Oh, Dorothy, it seems that we are a big hit!”
Dorothy: 66 You’re damned right we are, dearie!”

6

EXHIBITORS HERALD

December 10, 1927

TAKE A TIP
FROM A
WISE BIRD-

Read how this smart
Circuit Manager gets
the crowds!

FROM SOUP TO NUTS

M-G-M has»a complete show
to be proud of!

3 Chaneys

4 Haines
3 Davies
1 Novarro
1 Gish

6 McCoys

2 Gilberts

3 Shearers

1 Syd Chaplin

2 Garbos
2 Coogans
2 Dog Star

3 Cody-Pringles
3 Dane-Arthurs
5 Cosmopolitans

SPECIALS !

THE COSSACKS (John Gilbert )

ROSE-MARIE
THE CROWD (King Vidor)

IN OLD KENTUCKY
GARDEN OF ALLAH (Rex Ingram)
also celebrated world epics
NAPOLEON

MLLE. FROM ARMENTIERES
JUNIOR FEATURES!
HAL ROACHICOMEDIES

OUR GANG — MAX DAVIDSON
CHARLEY CHASE — ALL STAR

M-G-M NEWS

Twice Weekly— The New Newsreel

M-G-M GREAT EVENTS

Entirely in Technicolor

M-G-M ODDITIES

Produced all over the world by UFA

Crowds stop to look at M-G-M News One-Sheet on Broadway

A WELL-KNOWN THEATRE CIRCUIT MANAGER TELLS

us that in his experience Newsreel photos draw more crowds
than anything in front!

WHETHER IT’S BROADWAY OR MAIN STREET THE

colorful M-G-M News one-sheet is a magnet that stops the
crowds and brings them in.

Qet that snappy M-Q-M News 1-sheet and judge for yourself

M-G-M NEWS SELLS YOUR SHOW!

BOYD TR.IUMPHS

Sensational Success in "Dress Parade”, Donald Crisp’s produc-
tion of West Point story , definitely establishes William ("Bill”')
Boyd as one of the screen’s biggest box-office personalities.

Since his first meteoric success
in the title role of Cecil B. De*
Milled “The Volga Boatman”,
William Boyd has steadily
grown in popular favor. NOW
in “Dress Parade” his portrayal
of the young West Point cadet
places him in the category of
the screen’s greatest box office
draws.

“cBill Boyd is superb ” says — N. Y. Evening
World.

“William Boyd is making his work distin.
guished through sheer force of personality

and talent ”, — M. P. News

“ Our friend Bill Boyd acquits himself most
creditably in this role ”, — N. Y. American

300 West Point cadets, guests
of Pathe marching into the Mark
Strand theatre to see William
Boyd in “Dress Parade” at its
sensational premiere in New
York CO Oct. 29.

i

Producers Internationa) Corp., 130 West 46th St.. New York. WILLIAM M. VOGEL. Member of Motion Picture Producers and Distributors

Genera! Manager. Foreign Distributors of De Mille and Metropolitan Studio Productions ol America. Inc. WILL H. HAYS, President

Pafhe Exchange, Inc.

De Mille Studio pictures - pathe' news

W

Pathe' westerns - patkeserials - Pathe'comedies

8

EXHIBITORS HERALD

December 10, 1927

■ -

A delight to every woman’s heart!

creations of the great Paris
fashion authorities, beautifully pic-
tured in their own original colours . . .
Each subject a whole fashion show in
itself . . . Book them now and give
your patrons the first display of the
latest fashions.

PRESENTS

Two New Issues of

McCall Colour Fashion News'

HOPE HA

EDUCATIONAL
FIL\T EXCHANGES, Inc.

(fhdtuAJV±-)

•THE SPICE OFTHE PROGRAM"

i

I

|

|

i

!

3

December 10, 1927

EXHIBITORS HERALD

9

And now

Balaban and Katz

join the big list of great
circuits that are playing
the whole season’s pro-
gram of

The list grows longer every week — because —
these big circuit showmen know that Educa-
tional Pictures mean added profits

Two -reel comedies
that will fill those empty seats

LUPINO LANE COMEDIES
HAMILTON COMEDIES

“BIG BOY”- JUVENILE
COMEDIES

DOROTHY DEVORE
COMEDIES

BOWERS COMEDIES
TUXEDO COMEDIES
With Johnny Arthur
MERMAID COMEDIES
(Jack White Productions)
LARRY SEMON COMEDIES

Educational

Pictures

will play the great B.
and K. first run houses
in Chicago

GREAT STATES

LUBLINER and TRINZ

FITZPATRICK-McELROY

and

LYNCH THEATRES

w

EDUCATIONAL
FILM EXCHANGES, Inc.

President '

Ji

One-reel comedies, news
and novelties — always
make a good show better

KINOGRAMS
The News Reel that Tops
the Field

CAMEO COMEDIES
McCALL COLOUR
FASHION NEWS
With Hope Hampton
CURIOSITIES
The Movie Side-Show
Produced by Walter Futter

FELIX THE CAT Cartoons
By Pat Sullivan
OUTDOOR SKETCHES
By Robert C. Bruce

LYMAN H. HOWE’S
HODGE-PODGE

CARTER DE HAVEN
in Character Studies

Member, Motion Picture Producers and Distributors of America, Inc., Will H. Hays, President.

EXHIBITORS HERALD

December 10

ANNOUNCEMENT
EXTRAORDINARY

ith its organized units now covering the principal
centres of Europe and America , TFilham Fox
Legs to announce theJ institution of a weekly
news serviced by

FOX MOVIETONE NEWS

Tk rough tins regular serviced yoiuT> patrons caru now
iieaiT’j as well as seeJ oru theJ screeru, theJ world s prin~
cipal events as presented by AdovietoneJ, theJ process
which photographs on theJ sameJ film b oth pictures
and their~* accompanying sounds.

The hrst issue, N umher One, of
Fox Ahovietone Flews is released
iSaturday, December 3r d, 1927.

FOX FILM CORPORATION

SOLE DISTRIBUTORS

FOX MOVIETONE NEWS

December 10, 1927

EXHIBITORS HERALD

11

ieatreJ> a

A N e w L r a in tke presentation
o f tke W o r Id’s N e w ,s

lOX JSAovietoneJ News brings to your~> theat
LIVING presentation^ of tlieJ> world s activities. Its
specially equipped camera units areJ now busy in FuropeJ>
an I A menca recording in> both sound and pictures theJ> day ,
events. A partial list of subjects already covered includes:

Italy

Premier .Mussolini addresses tke people of
America from kis garden in Rome.

England

Dull ITU

Eamon de Valera announces tkat tke Irisk
people do not regard tke treaty witk Great
Britain as morally kinding.

Tke Prince o£ AVal es .speaks at opening of Ab er deen, Aid.

new Briti.sk highway from Birmingham to
\Colverhanipton, England.

New York

Racing engines and crash of walls heard in
great live-alarm lire in NTew York City.

Pans

The convention ol the American Legion in
Paris is keard as well as seen.

New York City

Army vs. Navy; cheers and songs ot Cadets and
Middies add to uproar at annual service classic .

Londoru

Lloyd George makes an address at the un-
ling of statue in London.

Battle and artillery practice at Aberdeen
Proving-Grounds.

New York

YCest Point Cadets in parade; “Retreat’’ at
Fort Jay, Governor’s Island, N. Y.
Londom

Historic ceremony ol changing the King’s
Guard at Buckingham Palace, London.

New York City

Sir Thomas Lipton announces his intention
to challenge again for the America’s Cup.

Berlin

The new German Army goose-steps to music
of old Von Hindenkurg marck.

All M ovietone subjects are recorded and reproduced ex-
clusively witli Western Electric iSound Projector System

For Details Apply to

FOX FILM CORPORATION

WEST 5 5 tli STREET. NEW YORK CITY

SOLE DISTRIBUTORS

FOX MOVIETONE NEWS

12

EXHIBITORS HERALD

December 10, 1927

Who is the Brightest Star in
Hollywood ?

A year ago, Exhibitors Herald initiated a
nation wide questionnaire to theatre owners to
find out what stars mean the most at the box
office.

Thousands of replies were received and from
the tabulated results, the Herald was enabled
to give the magic money-making name to the
industry.

Various conditions often confuse the rela-
tive drawing power of stars. The strength of
the stories they are given, the supporting casts,
the publicity put in back of them and many
other elements weigh heavily in the balance.
The theatre owner, however, can more nearly
judge values than any other individual in the
business. He knows what name draws money
to his box office because he has to know.

Questionnaires to establish the name of the
brightest star of 1927 are already in the mail to
thousands of theatre owners. The answers will
be compiled and the choice of the nation’s exhi-
bitors will be announced in the

December 31 Issue of
The Studio

We didn't aik

R. H. RIE^tffj

Thealre, v41*
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JMAL

EXHI

See Exhibitors Herald,
Nov. 5th, 1927.

re/

jie^a^Fhat they think in Exhib-
it^7 jpreraid’s “What the Pictures
Did For Me” — And they think

FIRST NATIONAL IS FIRSTS

1 1C HARD WALLACE

The big pay-off of Colleen’s career. Has every element that
has made her the pet of the picture public in a dozen great
successes. Sure-fire Rags to Ritzy story. Marshall Neilan’s
direction. Presented by JOHN McCORMICK.

Ill

with IN ill Roger S~«.oul*« Fazenda

and 5 other star names in the cast. Famous American comedy
with a made-to-order role for the world’s greatest humorist.
Backed by $800,000 free advertising. And RICHARD
WALLACE has put “McFadden’s Flats” quality in the
direction.

RICHARD BARTHELMESS

THE PATENT LEATHER KID

An ALFRED SANTELL Production
Directed by ALFRED SANTELL

and Fred Kelsey
An ALFRED SANTELL Production
Directed by ALFRED SANTELL

16 weeks on Broadway at $2.20 top. 7 weeks in Chicago. 5
weeks in Detroit. In dollars and cents absolutely the biggest
hit of the season in New York!

“Opened Madison Theatre to most enthusiastic audience of
the season. A knockout,” wires George Trendle of Detroit.
“Opened Saturday and Sunday to tremendous business. S R O
only,” reports Wm. Epstein of the Aztec, San Antonio.
Presented by Asher, Small and Rogers.

i

1

and the rest of

RICHARD BARTHELMESS

CHARLIE MURRAY |

EXANDER KORDA

[ MOLLY O' DAY

when

then make

HITS like

THE PRIVATE LIFE OF
HELEN OF TROY”

with Maria Corda-Lewis Stone-Ricardo Cortez

Road-show opening of this million-dollar comedy spectacle
at the Globe, New York, December 9th, for indefinite run.
Fame of best selling novel of the decade precedes it. Directed
by Alexander Korda. J1 J1 #

“THE SHEPHERD & HILLS”

tv HAROLD BELL WRIGHT

That NAME — Harold Bell Wright — would bring ’em, even
if this great special from his best selling novel didn’t have
Molly O’Day of “Patent Leather Kid” fame and a half-dozen
other favorites in the cast, plus some of the greatest scenic
shots and action over filmed, put there by AI Rogell and
Charles Rogers.

FINEST

M

Every minute out there on that Burbank lot First
National's firsMine Stars and Star Directors
are thinking of YOU! —Is this scene right
for YOUR audience ... Is that one
olared the way YOUR patrons
want it? Every Picture made for
YOUR THEATRE FIRST- FIRST
NATIONAL'S Rock-Bottom
Policy is ENTERTAIN-
MENT FIRST . . . That's
why the ONE SURE
BET for ALL
TIME is FIRST
NATIONAL!

for New idea/
Great e/t ftorie/
Bigge/t Jtage Hit/

^BOTH IEE1

ON THE

\I/uriiulm

GROUND

for /are -Fire

Box-Office Value

-F very Time/

THE /TRCNGEJT SHOWME

EXHIBITORS

HERAL

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd., W. C. 2.

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 31

Presentation Acts 33

The Theatre 43

New Pictures — 44

Available Attractions 46

Press Sheets 45

Classified Advertising 50

The Box Office Ticker 49

“What the Picture Did for Me” 51
FEATURES

Los Angeles, by Ray Murray.— 26

Pictorial Section 27

Re-Takes 26

Service Talks, by T. O. Service 42

Letters from Readers 48

Chicago, by W. W 58

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.
Single copies, 25 cents.

Advertising rate card* and Audit
Bureau of Circulations statements
furnished upon application.

In This Is

sue —

WESCO-STANLEY deal to unite control over thousand thea-
tres; Saxe buy is first step, F. & R. and Skouras chains next;
Will give First National most houses

STUDIO shakeup is believed to be under way, with action taken
to cut pay and picture cost and players and directors to share in
profits.

THEATRES harvest benefits by cooperating with press; First-
runs are particularly fortunate when they have former newspa-
permen in charge of advertising.

HUGO RIESENFELD leaves Universal to become director of
U-A theatres — Fight film repeal bill is introduced in house at
first day’s session.

COAST sees Fox Films’ “Sunrise” at
spectacular premiere; Christie buys
thirty-acre site at Studio City — Brady is
re-elected head of Ontario exhibitors.

TERRY BEATTY signs with First Na-
tional as head of department of pub-
licity, advertising and public relations —
T. O. C. C. to give supper and dance
Friday.

"D EPORT Roxy dickering to place his
I- N- stageshows in Marks Brothers thea-
tres in Chicago Germany will abolish

"contingent” system, U. S. department
hears.

13 AT POWERS stock in F B O is bought
■*" by Kennedy in deal reported to in-
volve $1,000,000 — United Artists theatre
circuit shows $261,785 net profit in 15
months.

TZ” 1 NOGRAMS signs Don Thompson to
rebuild staff in Orient; Noted war
correspondent and cameraman will make
expedition into East India and Africa.

FREDERICK J. BEECROFT of Motion
Picture News, dies — Kansas- Missouri
M. P. T. O. is expected to rejoin national
organization — Film engineers meet at
Hollywood in spring.

0 AM HARRIS, publisher and editor of
*-3 the Cinema, British trade publication,
writes his impressions of a first night at
Sid Grauman’s Chinese theatre.

rT H1RD Detroit theatre bombing wrecks

house under construction Vitaphone

acts go over big in first showing at Cri-
terion theatre on West Coast.

1 OEW'S obtains control of $1,000,000
1 J Palace theatre at Indianapolis — Court
action against unions at Fort Wayne, Ind.,
may set precedent.

T T S. aloofness caused restrictive laws
* of foreign countries, says Joe
Brandt — Stock issues are floated by com-
panies with no foundation, he declares.

18

EXHIBITORS HERALD

December 10, 1927

EXHIBITORS

HERALD

Qhe independent tirade ^aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXI December 10, 1927 No. 13

Sales Argument

IN a recent statement Mr. Joseph M. Schenck launches
an attack upon presentations and characterizes the
5,000-seat house as “an absolute detriment to the picture
business.”

This would appear as a decidedly sensational pro-
nouncement coming from a man of the importance of
Mr. Schenck in the industry if Mr. Schenck’s own particu-
lar problems were not so obviously made the reason for
the attack.

Mr. Schenck does not shield the fact that his antagon-
ism toward presentations is based on the refusal of pres-
entation theatres to pay for film rental the prices which
Mr. Schenck believes should be paid for the pictures
which he produces and distributes. All of this, of course,
cannot therefore be considered as anything in the way
of enlightening argument or discussion on the important
question of the economic effectiveness of the presenta-
tion theatre.

There is no doubt that a great deal may be said against
the presentation policy which is now being practiced by
many of the leading theatres of the country. In fact a
great deal is being said on this very subject. Everyone
seems to be discussing it except those persons who are
responsible for its existence. And, it may be noted, these
persons who are responsible for its existence are like-
wise the persons who are charged with the responsibility
of making and keeping these large theatre paying propo-
sitions.

We cannot feel that the directors of these large theatre
interests are quite as ignorant of what they are about as
some people, including Mr. Schenck, would have us be-
lieve. Mr. Schenck’s position in the matter may be en-
tirely correct but when he introduces into the discussion
the question of film rental he is selling pictures and not
abstractly analysizing the problem. His conclusions,
therefore, are not quite as convincing as they might be.

A second portion of Mr. Schenck’s pronouncement
incorporated the above-mentioned denouncement of the
5,000-seat theatre.

To characterize the 5,000-seat house as “an absolute de-
triment to the picture business” seems to us to be a rash
statement. It was only a comparatively short time ago
when leading producers, including Mr. Schenck, were

calling upon the exhibitors to provide theatres that would
be suitable in character for the improved quality of pic-
tures.

This demand of the producers was no small influence
in bringing about the building program that has been
transforming the exhibition field during the past few
years.

While present policies of many of the 5, 000-seat houses,
and this, of course, means the houses from 3,500 seats
up, may prove to be unsound it certainly cannot reason-
ably be said that these houses are a detriment to the pic-
ture business. On the contrary they are the leading
show-windows of the industry and have done quite as
much for the progress of theatrical entertainment as has
been done by any group of producers and certainly quite
as much as has been done by any single producer.

The directors of these large houses have a great prob-
lem in patronage. An exclusive diet of even many of the
so-called big specials of the past few months would mean
starvation for them.

We believe that the presentation policy is being widely
and excessively abused but we recognize that the directors
of the large houses have a difficult problem on their
hands in the matter of maintaining adequate patronage.
And we, therefore, do not think that the simple argu-
ment for higher film rental is any material help to the
case.

Vast Deal

NDICATIONS of a vast theatre deal which has been
in process of early negotiations for several weeks are
now coming to the surface.

It has long been commonly understood that the Stanley
Company of America has had its eyes turned toward the
pleasing prospect of a huge national circuit of theatres.
Prior to the death of Jules Mastbaum the Stanley Com-
pany entertained a certain hesitancy on the matter be-
cause of Mr. Mastbaum’s friendship for Mr. Adolph
Zukor and the thought that with Stanley entering into
the field a hitter competition would develop between that
organization and Paramount in its theatre activities.

But recently the idea of a national chain has been
actively revived and already material progress has been
made in negotiations with the Wesco circuit. The Saxe’s
Wisconsin circuit already has been brought into line and
the Skouras Missouri circuit is being mentioned as a
participant in the proposed combine.

With the vast theatre holdings of the Stanley Company
in the East joined to the similarly vast theatre interests
in Wesco in the West and with two or three powerful
groups in the Middle West added, the combination would
be the largest and strongest theatre combination of all
time to date.

Studio Calamity

AS an aftermath to the unwise publicity given last spring
±~\ to the proposals for economic adjustment in the
studios there is appearing prominently in the news of the
day sensational stories of production shut-downs on the
West Coast. All of this is a destructive influence and
should be curbed.

The retrenchment announcements of last Spring have
prepared the public and the trade for further bad news
from Hollywood. When production at a particular studio
merely suspends temporarily in a routine way, the word
now goes out of a sensational shut-down. When a player
who has out-lived his usefulness has been retired by a
particular company, the impression is created that his
genius has been sacrificed to Economy.

Let’s have some prosperity news from Hollywood.

December 10, 1927

EXHIBITORS HERALD

19

Wesco- Stanley Deal to Unite
Control Over 1 ,000 Theatres

Saxe Buy Is First Move;

F & R and Skouras Next

Hoyt and Dillon Close for 100 Per Cent of Wisconsin
Chain — First National to Have Most Theatres

(Special to the Herald)

NEW YORK, Dec. 6. — The greatest chain of motion picture thea-
tres yet conceived is now in process of formation, and is expected to
be completed within a year with ownership and control of close to
1,000 theatres.

The first active move in this gigantic merger was made last week when
Wesco, through Richard A. Hoyt and John Dillon, of Hayden, Stone & Co.,
closed negotiations for 100 per cent of the Wisconsin theatre chain of Saxe
Brothers.

Wesco-Stanley Move Next

The next move, according to the agenda, is an amalgamation of Wesco
and The Stanley Company, which probably will be effected through an
interchange of stock interests.

How They’ll Line Up

If Deal Goes Through

NEW YORK, Dec. 6.— Here is
the lineup, when and if the big

theatre amalgamation plan

goes

through, with the Stanley
pany dominating :

com-

Stanley theatres

280

Wesco theatres

235

F. & R. theatres

140

Saxe theatres

45

Skouras theatres

35

Total

735

Twenty Musicians
in Sympathy Strike
at 4 Keith Houses

(Special to the Herald)

LOUISVILLE, Dec. 6. — Approximately
twenty union musicians employed in three
motion picture houses and one vaudeville
theatre here owned by Keith, walked out
after the last performance Saturday night
to join stage hands and operators in a
sympathy strike. It is understood the
later group struck two weeks ago because
the National theatre refused to hire a
maintenance man when the house opened
recently.

Pathe-Bray Expedition
Safe; Radio Equipment
Lost in Canyon Rapids

( Special to the Herald)

HOLLYWOOD, Dec. 6. — Relief was
felt at the DeMille studios when word
was received last Thursday that the thir-
teen men of the Bray-Pathe Colorado
river expedition had arrived safely at
Camp Pearson, Painted Desert, Ariz.

Cold weather hampered the party as
well as low water. The expedition lost
its radio equipment in the rapids of Cat-
aract Canyon and was unable to com-
municate with a temporary station lo-
cated at Painted Desert.

Meighan to Make T wo
For Caddo Productions ;
Paramount to Sell Both

(Special to the Herald)

NEW YORK, Dec. 6 — Thomas Meighan
has just signed with Caddo Productions to
star in two productions for that company.
Both will be released by Paramount. Work
on the first will start in January.

Randolph Bartlett Weds

( Special to the Herald )

HOLLYWOOD, Dec. 6. — Randolph
Bartlett, film and title editor, and Miss
Frances Bermudez were married here
recently.

Following that is planned the acquisi-
tion of the Finklestein & Ruben inter-
ests, of Minnesota, and later the theatre
properties of Skouras Brothers in the St.
Louis district.

Voting Trust of Five Men

Wesco, one of the two biggest factors
in the plans, should not be confused with
West Coast Theatres, as it frequently is.
Wesco is all of West Coast Theatres and
a lot more. Wesco is a holding company
owning 66 per cent of West Coast Thea-
tres, the remaining 34 per cent being
owned by William Fox; 100 per cent of
North American; 80 per cent of the
Golden State Theatre Corp. ; 25 per cent
of the Golden State Theatre & Realty
Company; 92 per cent of Pacific North-
west Theatres (formerly Jensen & von
Herberg) ; and 75 per cent of the Frank
Amusement Company of Iowa.

Wesco and all its units are in a voting
trust of five men consisting of Richard
A. Hoyt and John Dillon, of Hayden
Stone & Co.; Mike and Abe Gore and
Robert Lieber.

Of the 264,000 shares of stock of
Wesco, 90,000 are owned by North
American Theatres and Motion Picture
Capital Co. ; Hayden, Stone, 65,000
shares; Gore Brothers, 63,000 shares;
First National, 20,000 shares, Harold

Franklin, 20,000 shares, the remainder
being scattered.

The plan for the next move is said
to be for Stanley to acquire the inter-
ests of Hayden, Stone, and Gore
Brothers in IFesco. This would unite
two of the biggest chains in the coun-
try, and go a long way toward fidfill-
ing the dream of Jules Mastbaum
before the latter's untimely death.

It is known that Hoyt has been dicker-
ing for the Finklestein & Rubin chain for
the past year, but the completion of
these negotiations, while imminent at
times, has always been delayed.

The deal for the Skouras houses is
expected to be slower in culminating
than that with the F. & R. Spyrus Skouras
is in Milwaukee this week in consulta-
tion with Hoyt and Dillon, and it is
believed that an effort is being made to
iron out the complications caused by the
partnerships of Skouras Brothers with
Publix Theatres.

When this deal is completed First
National will be placed in an enviable
position, having through its connections
more theatres for the showing of its pic-
tures than any other producing and dis-
tributing company. Wesco and Stanley
together own 60 per cent of First
National.

Powers Sells FBO Stock to Kennedy;
More Than $1,000,000 Involved in Deal

(Special to the Herald)

NEW YORK, Dec. 6. — P. A. Powers, the largest minority stockholder in
FBO is no longer financially interested in that company. Powers’ stock,
which is said to have amounted to approximately $1,000,000 was last week
purchased outright by Joseph P. Kennedy, the majority stockholder, for a
sum reputed to be $1,100,000.

yls always in matters of this kind, the exact figures are never officially
given out, but it is generally accepted in financial circles that the above
figures are approximately correct. Several years ago Powers acquired con-
trol of the old Robertson-Cole company, which has since been developed into
FBO, and reorganized it. Later when the company was purchased by
Kennedy, Powers retired but still retained his heavy minority holdings.

The purchase of the Powers stock by Kennedy at this time has caused much
speculation and has led to rumors of big things in store in the near future for
FBO. As to what these are, no one having that knowledge will give even a
hint. Kennedy last week, when asked about his purchase of the Powers
stock, said that it was true, but refused to make any further statement.

20

EXHIBITORS HERALD

December 10, 1927

NEW YORK. — Artie Stebbins, after
looking over the reformed Ford, hoped
that the beauty was more than tin deep.
. . . Dr. Hugo Reisenfeld has resigned

from the management of the Colony and
will cast his lot with United Artists. . . .
Ned Marin is back in New York and fears
are allayed that they had grabbed him off
for a movie hero on the Coast.

J. Robert Rubin last week joined the galaxy
of high executives at the Coast studios.
. . . Joe Brandt is back from abroad and
the funny talk he is using is but an ac-
quired English accent. . . . Arthur Loew,
accompanied by his mother, who remained
in Europe after David Loew came home, is
due in New York this week. . . . Jack

Hayes, Universal manager in Mexico, is in
New York conferring with the home office
and missing all that fun below the border.
. . . Bruce Johnson, vice-president and

foreign manager of First National, is due
in New York this week on the Olympic
after eight months in Europe. . . . Eddie
Klein has gone to the West Coast and now
we may expect a line from Klein. . . .

Lou Metzger, out of the hospital and gone
South to recuperate, had his embonpoint
reduced 70 pounds during the hospital siege.
. . . Milt Cohen, of the Inter-Globe,

sailed for the other side last week and a

lot of good bridge games have been called
off until his return. . . . Felix Feist,

making his first appearance at the Motion
Picture Club, said for that reason he should
tell them how to run things, and then he
told them. . . . A l Grey, back from

opening “Wings” in Chicago, is now pre-
paring to give Philadelphia the same treat.
. . . James Barton Zabin has joined up
with Victor Shapiro in the United Artists
publicity department. . . . Charlie Ein-

feld has been making a searching investi-
gation into “The Private Life of Helen of
Troy.” . . . E. W. Hammons, president
of Educational, departed last week to join
the convention of big chiefs at the West
Coast studios. . . . Billy Wilkinson,

buyer of the Greek Circuit, with headquar-
ters in Pittsburgh, spent several days in
New York last week, accompanied by M.
Manos of Greensburg, treasurer of the cir-
cuit. . . . Stanley Hatch, Western sales-
manager of First National, has returned
from a trip around the exchanges in his
territory. . . . E. M. Diamont talked

to the members of the A. M. P. A. last
week on topography, and now let’s hope
someone will explain to them the difference
between news and publicity. . . . Milton

Schwartz, whose son calls William Fox
granddad, has been appointed salesmanager
for the Movietone in the United States.

Lou Baum just happened to drop
in at the Motion Picture Club meeting last
week and it looked so good he exercised
his fountain pen on an application and a
check. . . . Charlie Goetz has gone to
Richmond, Va., with a film called “Mother-
hood.” . . . Eddie Eschmann has been
made Eastern division salesmanager of
Pathe and a lot of people are glad to see
him back in his home country. . . . Joe

Kennedy’s book, “The Story of the Films,”
is off the press and going great. . . .

Charles Reed Jones then comes along with
a book titled “Breaking Into the Movies,”
which is also some book. . . . Lee

Marcus is back from a Western sales trip
and says it is good for a young married
man to get home. . . . Martin J. Quig-
ley, publisher of Exhibitors Herald and
other publications, after a week in New
York, returned to Chicago last Saturday.

SPARGO.

Paramount Issues 16 in Month

Six long features and ten short are December releases of Paramount.
Scenes from the long productions are given on this page. Top left:
“Honeymoon Hate,” December 3, stars Florence Vidor. Tulio Carminati
is in support. Top right: “Get Your Man,” December 10, has Clara Bow
supported by Charles Rogers.

“The Gay Defender,” issued De-
cember 10, stars Richard Dix. Thel-
ma Todd is one of the principals in
support in the comedy-drama.

“Two Flaming Youths,” to be re-
leased December 17, stars the
comedy team of W. C. Fields
(right) and Chester Conklin.

“The Secret Hour,” December “Serenade,” starring Adolphe Men-

24, stars Poli Negri. jou, is the last for the year.

December 10, 1927

EXHIBITORS HERALD

21

Studio Shakeup Held Underway

, Believe Action T aken to
Bill introduced in Cut Pay and Picture Cost

Players and Directors, Under Lower Salaries, to
Share in Films' Profits, Hollywood Hears

(Special to the Herald)

HOLLYWOOD, Dec. 6. — Rumors are rife in Hollywood as the outcome
of several secret meetings held here last week which were attended by the
executives of all the large film companies on the Coast.

Cost Readjustments Believed on Way

The executives themselves have issued no statement but admit that matters
of vital importance to the industry were discussed. It is believed, however,
that those matters included a readjustment of the stars’ salaries, production
programs and a system whereby players and directors, while receiving a cut
in salaries, will share in the profits of productions.

Rumors flew thick and fast up and and in general by each company sepa-
down Hollywood boulevard with the ar-
rival of Adolph Zukor and S. R. Kent,
president and general manager, respec-
tively, of Paramount; Clifford B. Haw-
ley, president of First National; Richard
Rowland, general manager of the same
company; Nicholas Schenck, president of
M-G-M; Elmer Pearson, vicepresident of
Pathe, John C. Flinn, vicepresident, and
Phil Reisman, general salesmanager ;

Carl Laemmle, president of Universal,
and E. W. Hammons, president of Edu-
cational.

rately. The rules are definite on the
business side of the motion picture in-
dustry, but they are indefinite on the ar-
tistic side.”

That the visiting executives are defi-
nitely in favor of intelligent retrench-
ment in all branches of the industry is
admitted, and it is certain that some-
thing along general lines will be accom-
plished as a result of the sojourn to Hol-
lywood of the heads of the various film
concerns.

House First Day

By FRANCIS L. BURT

WASHINGTON, Dec. 6.— A bill provid-
ing for the repeal of the law prohibiting
the transportation of prize fight films was
introduced in the house of representatives
by Congressman Cochran of Missouri at
the opening of the session yesterday.

Other measures introduced provided for
the entire repeal of the admission tax, by
Representative Gallivan of Massachusetts;
exemption from tax of admissions to coop-
erative or community center motion picture
theatres where no part of the proceeds
goes to any private party, by Representa-
tive Knutson of Minnesota ; blue laws for
the District of Columbia, by Representative
Lankford of Georgia; and nation-wide
daylight saving, by Representative O’Con-
nell of New York.

U. A. Circuit Shows
Net Profits in 15
Months of $261, 785

(Special to the Herald)

NEW YORK, Dec. 6.— The net profit of
the United Artists Theatre circuit shows a
net profit of $261,785 during the develop-
ment period of the first 15 months from
incorporation to the end of the first fiscal
year, August 31, 1927. This figure is after
provision for depreciation amortization of
deferred charges, interest and taxes.

The first theatre of the new circuit was
opened in October, 1926, and by the close
of the fiscal year the circuit had come to
embrace 12 houses located in New York,
Baltimore, Pittsburgh, Columbus, Holly-
wood and Seattle. Five more theatres will
be opened this winter in Chicago, Detroit,
Columbus, Los Angeles and Portland, Ore.

T . O. C. C. Warns of
Centralization of Film
Industry in Few Hands

(Special to the Herald)

NEW YORK, Dec. 6. — In a statement
approved by the Theatre Owners Cham-
ber of Commerce a warning is issued
against the centralization of the motion
picture industry. The statement reads,
in part :

“Unless some radical action is taken
instantly to halt the activities of several
producing units with exhibition affilia-
tion, the situation will become so in-
volved through the creation of contracts,
working arrangements and actual merg-
ers, that it may become impossible to
apply remedies, the immediate employ-
ment of which, might still have some
effect.”

“Nat” Gets H ole-in-One

(Special to the Herald)

NEW YORK, Dec. 6.— Nat Rothstein,
director of advertising and publicity for
Universal, made a hole-in-one on the
French Meadow Country Club on Long
Island, Saturday, Nov. 26.

The visiting executives admitted
they came here for a series of meet-
ings, but stated business of their own
companies called them to the Coast.

It is the first time in many years,
however, that such a large group of
heads of the industry have assembled
here at the same time. Joseph M.
Schenck, head of United Artists, also
is expected in the city within a week.

Upon being interviewed, each of the
executives has refused to discuss the rea-
son for the several meetings, stating that
any publicity having to do with picture
economies must come from the home of-
fice in New York.

Beetson Opposes Radical Action

Fred W. Beetson, executive vicepresi-
dent of the Motion Picture Producers
Association, issued the following state-
ment;

“The question of economy in motion
pictures cannot, I feel, be solved by any
general action of drastic character.
Whereas a profit sharing plan might
work out satisfactorily in the case of
one high-priced actor or director, it
would prove totally unsatisfactory with
another. The problems that arise must
be dealt with individually as they appear,

Germany Will Abolish
“Contingent” System of
Foreign Film Control

(Special to the Herald)

WASHINGTON, Dec. 6.— The “con-
tingent” system by which the German
Government required that for every for-
eign feature film admitted for censoring
a German feature film approximately the
same length should be offered is to be
abolished, according to a cable just re-
ceived by the Motion Picture Section of
the Department of Commerce. The
above administrative regulation which
was issued January 1, 1925, will be re-
placed January 1, 1928.

According to the cablegram, the im-
port permits under the new system will
be pro-rated among the German distrib-
utors on the basis of the number of Ger-
man compensation films handled by
them in 1926 and 1927. There is said to
be no restriction on the importation of
news reels, advertising films or com-
edies of 500 metres or less, but educa-
tional or cultural films are still on a con-
tingent basis of two German films to
one foreign film.

Report Roxy Dickering to Place His

Stageshows in Marks Bros. Houses

S. L. (“Roxy”) Rothafel is reported to have been in Chicago last week to
look over the presentation held, and while here was approached by Marks
Brothers, local independent theatre operators, with a view of making some
arrangement to offer the same style of presentation in their theatres that is
now being staged at the Roxy theatre in New York.

Marks Brothers now operate and own four Chicago theatres, two of which
are small picture houses, while the other two are deluxe theatres with a band-
show policy and having a capacity of more than 4,000 seats in each.

If this purported deal goes through, it would mean that the present band-
show policy would be changed to a higher class style of prologue presenta-
tions to conform with the feature pictures. All of Marks Brothers’ theatres
now show Fox Films.

22

EXHIBITORS HERALD

December 10, 1927

U. S. Aloofness Caused Quota
Bills, Says Joe Brandt

Stock Issues Floated by British Companies With No Foundation,
Declares President of Columbia

(Special to the Herald)

NEW YORK, Dec. 6. — European countries would not be enacting
drastic laws to handicap the showing of American productions
abroad if American producers had given more consideration to
European pictures. President Joe Brandt of Columbia believes. Brandt
has just returned from a survey which took him into England, France,
Holland, Belgium, Germany, Austria, Hungary and Czecho-Slovakia.

CALLING the political situation in
Europe critical as far as the industry
is concerned, Brandt declared of the En-
glish quota bill
that “While the
elimination of
block booking
will undoubtedly
work a great
hardship upon
the American
producer, that
part of the bill
which makes it
impossible to
book pictures
more than one
year ahead is
much more se-
joe Brandt vere. In opera-

tion, this clause
will have the effect of throwing back on
the English market a great number of
American pictures which have already
been contracted for showing.

“Both in the United States and in Eng-
land there seems to be an impression in
certain quarters that the quota bill will
have the effect of forcing a great number
of inferior British pictures upon the
British market. With this belief I differ
most strongly. British producers have
been making wonderful strides forward
in every branch of production.

Can’t Legislate Good Films

“The English press has been very bit-
ter in its denunciation of certain Amer-
ican pictures, yet some of the English
papers have pointed out that it is impos-
sible to legislate good pictures upon the
screen.

“The general impression of the
trade in England seems to be that
had American distributors shown the
slightest tendency, or made even the
most meager gesture of reciprocation,
by taking a few of the British pic-
tures into America for distribution,
the quota bill would have remained
in statu quo.

“Considerable surprise was manifest
when one company, which had abso-
lutely no foundation, no producing or-
ganization, and but the flimsiest skeleton
of a business organization, succeeded in
getting from the ‘City’ (the ‘Wall Street
of England’) a one million dollar sub-
scription. This issue was oversubscribed.

Other Countries Busy

“The same legislative activity that
characterizes England is true more or
less of other countries in Europe. The
recent publication of the new quota law
for Germany is another definite indica-
tion of the tightening of the lines
against American pictures. The control-
ling interests of the UFA, just before I
left Europe, were contemplating an
amalgamation with Phoebus and
Emelka, other large producers and own-
ers of motion picture theatres.

“While France has not definitely put a

quota bill upon its books, there is no
doubt she will follow the example of
other countries.

“The movement promulgated some
time ago for the creation of an entente
cordiale among Germany and France
and England, as far as film production is
concerned, is actually under way and in
operation.

“Pittaluga of Italy is also sponsoring
a movement whereby Italy will make
more pictures. I understand, also, that
some pictures are to be made in Spain.
For some time the Scandinavian situa-
tion has been in the hands of the Sven-
ska trust.

Circuit Situation Similar

“Theatre magnates have learned their
lesson from America, and as fast as the-
atres are put up overtures are made to
take them into a circuit. Even in a
territory like Hungary the important
theatres are under one control.

“In my opinion, the only way in which
to circumvent the definite move to
crowd American pictures off foreign
screens, is for American interests to un-
dertake the distribution of some of the
best foreign-made pictures in the United
States.

To Distribute Foreign Films

“This is far from being a theory with
Columbia Pictures, for we have entered
into reciprocal arrangements with for-
eign producers in England, France and
Germany to distribute the best of their
product in the United States. We have
not attempted to open offices in Europe
and have been satisfied to leave the dis-
tribution of our pictures in the hands of
locally owned companies.”

While abroad, Brandt arranged to
have Frederick Shoniger, who formerly
represented FBO and Warner Brothers
in Europe, act as exclusive foreign rep-
resentative for Columbia Pictures. In
France, Brandt renewed the contract
with Jacques Haik for the distribution of
his company’s product in France, Bel-
gium, Switzerland, Italy and Spain.

Contingent Plan Barred
Czech Exhibitors Told

(Special to the Herald)

NEW YORK, Dec. 6. — Setting up a
contingent law in Czecho-Slovakia is not
possible in view of the fact that 24 other
European states at the Economic Con-
ference in Geneva signed resolutions not
to set up such systems, a representative
of the Czecho-Slovakian Department of
Commerce told members of the industry
of that country at a meeting in Prague.

Politz Is Title Editor

(Special to the Herald)

HOLLYWOOD, Dec. 6.— Herman Allen
Politz has begun his new duties as editor
of the title department at the Warner
Brothers studio.

Censorship Not Job of
Soldier, Says Editorial

“Col. De Heus of the Reserve
Officers’ association of Milwaukee
engaged in a controversy with the
Milwaukee board of film censors,"
says an editorial in the Chicago
Tribune under the heading, “A
Colonel off the Reservation.” “The
issue was the picture, ‘What Price
Glory?’ The colonel said the film
in its depiction of the war and the
conduct of American soldiers is
scurrilous, immoral, and untrue.
He thought the film censorship
was derelict in permitting the pic-
ture to be shown in its present
form and spoke his disapproval at
a meeting of the Reserve Officers’
association.

“It is a great picture concern-
ing which there may be several
opinions.

“There is much profanity in the
picture which may be distasteful.
Even a person unschooled in lip-
reading can get the words.

“It is not the business of a
soldier in this country. Censor-
ship of opinion or of the presenta-
tion of idea is not his job.’’

Fox Films Buys
Film Rights to
“. Blossom Time ”

(Special to the Herald)

NEW YORK, Dec. 6. — -Fox Films has
purchased the screen rights to the cele-
brated operetta “Blossom Time,” and will
probably reach the public sometime within
the coming year. It will be made with
Movietone ; most likely with the vocal and
instrumental arrangements.

It is planned to star Janet Gaynor and
Charles Farrell in the film, under the di-
rectorship of Frank Borzage.

National Figures Sign

Anti-Blue Law Bills

(Special to the Herald)

WASHINGTON, Dec. 6.— E. Haldeman-
Julius, well-known publisher of Girard,
Kansas, who is a vice-president of the
National Association Opposed to Blue
Laws, Inc., has just signed the petition
against the Lankford “District Blue Law”
bill and has forwarded it to the associa-
tion office at 817 Thirteenth St. N. W.

Sinclair Lewis, author of “Elmer Gan-
try,” “Main Street” and “Babbitt,” who is
another vice-president of the association,
has just sent in his signature from Berlin,
Germany.

Hammons on Coast

for Production Plans

(Special to the Herald)

HOLLYWOOD, Dec. 6.— Earl M. Ham-
mons, president of Educational, arrived here
Friday on an inspection trip from New
York. While here Mr. Hammons will go
over the production plans of the company
with jack White, supervising director, and
E. H. Allen, general manager of the stu-
dios. He spent the Friday looking over
the new stage building recently erected.

December 10, 1927

EXHIBITORS HERALD

23

Theatres Harvest Benefits
By Cooperating with Press

First-Runs Particularly Fortunate When They Have Former
Newspapermen in Charge of Advertising and
Publicity Departments

(Special to the Herald)

ALBANY, Dec. 6. — Newspapers of Albany have found it to their advan-
tage to cooperate with the theatres of the city. And the theatres have found
it a distinct advantage to join hands, whenever possible, with the newspapers.
The happy combination is working to the benefit of each.

Two weeks ago, when a leading newspaper announced it would collect
funds for the suffering families of flood-ridden Vermont, the exhibitors with-
out waiting for an invitation, telephoned the newspaper they would donate
their receipts of the Sunday shows. The $12,000 receipts from this one
Sunday were the largest single item in the entire fund, which the newspaper
turned over to the flooded section and for which it received all credit. That’s
what the theatres mean by wholehearted cooperation with the newspapers in
which they run their daily advertisements. Is it any wonder that the news-
papers of the city give the theatres every possible break?

New Club Elects
Standing Officers;
Lichtman Presides

(Special to the Herald)

NEW YORK, Dec. 6. — The Motion
Picture Club of New York is now a per-
manent organization. This was effected
last Thursday night by election of perman-
ent officers. The meeting was held at the
Hotel Astor. A1 Lichtman presiding,
opened the session as temporary president
and closed as permanent president. Mem-
bers accepted the slate prepared by the
nominating committee. Officers besides
Lichtman are : First vice president, Elmer
Pearson ; Second vice president, S. L.
Rothafel ; Treasurer, Artie Stebbins ; Sec-
retary, Bruce Gallop.

The only contests were for the board of
directors, the nominating committee having
provided ten names from which to pick six
for each of the three terms. Winners were :
to serve one year — Jerome Beatty,
George Blair, Ned Depinet, Felix Feist,
Paul Gulick, Arthur W. Loew ; Two Years
— David Chatkin, Earle Hammons, Wm. A.
Johnston, Lee Ochs, Harry Reichenbach,
Victor M. Shapiro; Three Years — John
Alicoate, Lou Blumenthal, Nathan Burkan,
Will H. Hays William Brandt, Emil Jen-
sen.

Schenck Scores Large
Picture Houses That
Give V audeville Shows

(Special to the Herald)

NEW YORK, Dec. 6. — In a recent
statement, Joseph M. Schenck, president
of United Artists, calls 5,000 seat thea-
tres “absolute detriments to the pic-
ture business,” and states that “any
showman who offers as the main feature
of his bill anything but a feature picture
is striking at the vitals of our industry.

“The theatre that makes it possible for
a producer to produce real pictures —
the kind of pictures that keep up the in-
terest of the public in pictures — is the
small theatre, operated at small expense,
and where a picture can run for more
than one week.”

After this statement was made, Samuel
Goldwyn, president of Samuel Goldwn
Productions, Inc., backed up Schenck’s
statement by saying, “Mr. Schenck was
too polite when he called the presenta-
tion of vaudeville along with pictures
a detriment. It is far more; it is the
greatest menace the film industry has
known. American theatre owners are
traveling in a vicious circle by attemp-
ting to give the public vaudeville and
pictures in the same show.”

Joseph P. Kennedy to
Broadcast Over WPCH

(Special to the Herald)

NEW YORK, Dec. 6. — At a meeting
of F B O executives held last Saturday at
the Hotel Astor, plans were discussed for
F B O’s Grand February Jubilee.

Joseph P. Kennedy, FBO president, will
broadcast over WPCH this Thursday eve-
ning at 6 :45, discussing this year’s re-
leases, and plans for next year’s program.

Burglars Invade Tulsa
Theatre , But Get Little

( Special to the Herald )

TULSA, Dec. 6. — Burglars broke into the
Rots theatre here recently but found only a
small amount of money. They made their
escape unmolested.

The first run theatres of Albany have
a particular advantage over similar thea-
tres in many other cities, in that all their
advertising and publicity in handled by
former newspapermen. Also Sayles,
manager of the Leland and the Clinton
Square in Albany, was for many years
on the desk of the Albany Journal. His
copy is always accepted at the city desk,
because it is never too long, and because
it has local interest at every turn.

Sayles prepares all of the advertising mat-
ter, is not afraid to use space, knowing that
his advertisements will be read by tens of
thousands, and that it is money well spent.
Only a few weeks ago, Sayles used full page
display advertisements in telling the people
of Albany and the surrounding section of
future bookings.

All advertising for the Stanley houses
in Albany and Troy, numbering four in
Albany and three in Troy, is handled
by Tony Veiller, former newspaperman
and a son of Bayard Veiller, the author.
Veiller is always welcome at the news-
paper offices, for he, like Alec Sayles,
never asks tbe impossible and plays fair
and square with the city desk. Incident-
ally, there is a friendly rivalry these days
between Veiller and Sayles, as to who
can turn out the best display advertise-
ments.

Golden Another Newspaperman

In Troy, Jake Golden, who looks after
the advertising for the Griswold and the
Proctor house, is also an oldtime news-
paperman, who knows exactly what the
papers want and proceeds to give it to
them.

Naturally, when these men and the
theatres they represent want whole-
hearted cooperation from the newspapers
of these two cities, there is no quibbling.
The newspapers readily give anything
that is desired in the way of reading
notices; they join in any exploitation tie-

ups, and the cooperation is on the in-
crease rather than the decrease.

Of course, during the summer months,
these theatres use less newspaper space
than during the fall and winter months,
but last summer, business was so good
at the first run houses in these two
cities that more space was used than in
many other previous summers.

Skimpy Advertising Deplored

In glancing over many of the news-
papers in New York state, it is easy to
find instances where exhibitors are mak-
ing the fatal mistake of cutting their
advertising to the bone. This is partic-
ularly true in cities where some chain
organization is in control, with its only
opposition coming from the ten cent
house. In several cities in New York
state, these chain theatres are using only
an inch or two in the dailies and in so
doing they really cheapen their theatres,
failing to recognize the fact that a $50,-
000 or more investment is entitled to a
display advertisement in accordance with
the importance of the theatre and with
the picture being shown.

In Jamestown, N. Y., there is some-
one handling the theatre display adver-
tising who knows his business for the
advertisements are a joy to look at and
aid materially in making the paper at-
tractive.

Pittsburgh Inspected
for Exchange Location

(Special to the Herald)

NEW YORK, Dec. 6.— Charles M.
Steele, supervisor of exchanges for First
National pictures has returned from an
inspection trip to Pittsburgh where he
looked over possible sites for an ex-
change center.

Hugo Riesenfeld Leaves Universal to

Become Director of U.A. Theatres

(Special to the Herald)

NEW YORK, Dec. 6. — Dr. Hugo Riesenfeld has been appointed managing
director of United Artists theatres by Joseph M. Schenck, president of
United Artists Theatre circuit. Riesenfeld was formerly managing director
of the Colony theatre, here, for Universal.

Riesenfeld has gone to Chicago, accompanied by Lou Anger, where he will
open the United Artists theatre on December 26 with “The Dove,” starring
Norma Talmadge. He will probably make his headquarters in Los Angeles
where he can score all United Artists pictures.

24

EXHIBITORS HERALD

December 10, 1927

Kinograms Signs Up Thompson
To Rebuild Staff in Orient

Noted War Correspondent and Cameraman Will Make Expedition
Into East India and Africa — Has Circled World 17 Times

(Special to the Herald)

NEW YORK, Dec. 6. — Kinograms, Educational’s news reel, has
acquired the services of Donald C. Thompson, noted war corre-
spondent and photographer, to take charge of Kinograms’ work
in the Orient and rebuild the staff so as to give complete coverage on
important news developments in that part of the world. This move is
one of a series by which a foreign service ranking with the best has been
achieved.

THOMPSON, considered one of the
world’s outstanding motion picture
cameramen, has signed a long term con-
tract and has designated Shanghai for
his headquarters. He will establish cam-
era centers also in other important Chi-
nese cities, in Japan, the Philippines and
Siam.

When the new Oriental staff is in
working shape, Thompson and Mrs.
Thompson will make an expedition
into the remote parts of East India
and then into Africa, with Kinograms
holding exclusive rights to all motion
pictures taken on the trip.

He has just completed an expedition
through Asia which is said to have
brought forth some startling revelations
of Oriental life. These will be shown
from time to time in Kinograms re-
leases, starting within a few weeks.

Around World 17 Times

Thompson has been around the world
seventeen times and has a rich store of
experience. He sacrificed his left eye in
the trenches at Dixmunde while covering
the World War for Leslie’s Weekly.
And the pictures set attendance records
when shown at the Rialto in New York.

Two years later he sped across Russia
on the Trans-Siberian express, then to
Japan and to San Francisco to bring in
his pictures of the Russian revolution.
He was with the expedition into Eka-
terinburg with General Guida in the ill-
fated hope of saving the Czar by taking
him through Siberia to England.

In Balkans at War’s Start
He took early war pictures in the
Balkans, in Serbia and in Rumania. He
flew by airplane across the Great Wall
of China and followed General Feng’s
army in the field. Then he went to
Siam.

Thompson has been correspondent for
a number of publications and govern-
ments.

Fred J . Beecroft of
Motion Picture News
Dies of Heart Attack

( Special to the Herald)

NEW YORK, Dec. 6. — Frederick J. Bee-
croft, one of the best known advertising
men in the film business, and for the past
10 years advertising manager of Motion
Picture News, died suddenly last Thursday
as the result of a heart attack.

Funeral services were held Sunday morn-
ing at New Rochelle, with interment fol-
lowing in Kensico cemetery.

The news of Mr. Beecroft’s death came
as a shock to his host of friends in the
film industry, many of whom had seen him
in apparent good health during the week.

The heart attack came as Mr. Beecroft
was in his automobile on the way to spend
the evening with his brother, James Bee-
croft, New York manager of Exhibitors

Herald, at the latter’s home in Mamaro-
neck. Fred and his brother, each in his own
automobile, were driving from New York
to Mamaroneck, Fred being in the leading
car.

A stop was made at New Rochelle for
gasoline. Fred Beecroft alighted from his
car, paid for the gasoline, joking with the
attendant in his usual manner as he did so.
He drove the car onto the street and was
starting away when Jim Brecroft, in his
car following, noticed that Fred’s car had
stopped. He saw his brother slumped down
over the wheel.

At this juncture, a traffic officer, seeking
the cause of delay, found Mr. Beecroft
unconscious' at the wheel. The officer drove
the car hurriedly to the New Rochelle Hos-
pital, where Mr. Beecroft was pronounced
dead.

Mr. Beecroft is survived by his wife, Mrs.
Marie A. Beecroft, and three sons, Harold,
Ralph and Carl. Harold Beecroft is with
Metro-Goldwyn-Mayer, stationed at Roch-
ester, N. Y. Ralph Beecroft is in the
south, and Carl in the Middlewest. All
three of the sons arrived in time for the
funeral.

Film Engineers to Meet
at Hollywood in Spring
Secretary Porter Says

(Special to the Herald)

NEW YORK, Dec. 6. — The Society of
Motion Picture Engineers will have its
spring meeting in Hollywood, L. G. Por-
ter of the Edison Lamp Works, Harri-
son, N. J., who is secretary of the or-
ganization, announced yesterday. This
will be the society’s first meeting on the
West Coast.

New York State Denies
“ Naked Truthf> License

(Special to the Herald)

ALBANY, Dec. 6. — The New York State
Picture Commission has denied a license to
the picture entitled “The Naked Truth.”
Last week a writ of certiorari to review
the decision on the part of the Commission
was issued by the appellate division of the
Supreme Court. The writ is returnable on
December 12. The petitioner was the Pub-
lic Welfare Picture Corporation. The Com-
mission is now a bureau in the State De-
partment of Education, presided over by
James Wingate. -

Caddo Names Engle

Production Manager

(Special to the Herald)

NEW YORK, Dec. 6. — Joseph Engle
has succeeded Whitman Bennett as pro-
duction manager for Caddo Productions,
which is now making “Hell’s Angels”
for United Artists. Engle left the Fox
organization here and is now at his work
in Hollywood.

Can’t Call It “Roxy”

So It’s Changed to “Foxy”

(Special to the Herald)

PERRY, IOWA, Dec. 6.— From
“Roxy” to “Foxy” overnight was
the transition of the name of a
Perry, Iowa, theatre. The house,
owned by Youngclaus and Latta,
whose campaign against the blue
noses was given play in last
week’s HERALD , had to be re-
named after the owners were noti-
fied that “Roxy” was copyrighted
by the New York theatre and
therefore could not be legally
used.

This is probably the only thea-
tre in the country bearing such an
unusual name.

Kansas -Missouri
M. P. T. O. Expected
to Rejoin National

(Special to the Herald)

KANSAS CITY, Dec. 6.— The Hotel
President was selected this week as the
site for the convention of the M. P. T. O.
Kans'as-Missouri convention here on Decem-
ber 12-13. It is expected that the organ-
ization, which broke away from the M. P.
T. O. A. several years ago, to join Allied,
will reaffiliate itself with the M. P. T. O. A.
The M. P. T. O. K-M board of directors
recently adopted a resolution recommend-
ing that the organization rejoin the M. P.
T. O. A. Reaffiliation is favored by R. R.
Biechele, president of the M. P. T. O.
Kansas-Missouri.

Ryan Vice-President of
Metropolitan Studios

(Special to the Herald)

HOLLYWOOD, Dec. 6.— At a special
meeting of the board of directors of Pathe
held in New York, Phil L. Ryan, Pacific
Coast exchange representative for Pathe,
was promoted to vice-president of the Met-
ropolitan studios.

Change Managers in

West Coast Theatres

(Special to the Herald)

HOLLYWOOD, Dec. 6.— Ralph Allen,
manager of the Salem, Ore., theatres, has
been transferred to Pasadena. Doc Kim-
berly, Colonial, Tacoma, goes to the State
at Portland, and Edgar Hart has been
made manager of the Hollywood theatre,
Portland.

Zabin Takes Charge of
U-A Exhibitor Service

(Special to the Herald)

NEW YORK, Dec. 6. — James Barton
Zabin has joined the advertising and pub-
licity department of United Artists, tak-
ing charge of exhibitors’ service.

Sheehan a Director of

West Coast Theatres

(Special to the Herald)

HOLLYWOOD, Dec. 6.— Winfield Shee-
han, vice-president of Fox Films, has been
elected to the board of directors of West
Coast Theatres, Inc.

December 10, 1927

EXHIBITORS HERALD

25

Impressions of a First Night

(Sam Harris, publisher and editor of the Cinema, ivho notv has re-
turned to London after a survey of the American industry, gives his
impressions of a first night at the Grauman s Chinese theatre in Holly-
wood in the following article. )

By SAM HARRIS

A WIDE avenue — as wide as Kingsway- — London’s widest street —
vast ranks of sightseers, three rows of them — not for a yard but
a half-mile — blazing searchlights, — blocks of them two, three four
together — not at one spot, but half a dozen — blocking the very pavements
and massed on the roofs; the crowds, 8 deep, 10 deep, 12 deep extending
half a mile — regiments of them — both sides of the street — in the center of
the roadway — risking accident or death from the rushing traffic — now com-
pelled to narrow to four rows in place of six.

Vitaphone’s First
Acts Go Over Big at
Criterion on Coast

By DOUGLAS HODGES

HOLLYWOOD, Dec. 6. — The Criterion
theatre, West Coast house, opened with
its first Vitaphone program last Wednes-
day night. the first Vitaphone “trailer”
master of ceremonies was also introduced.
The program consisted of several short
Vitaphone numbers, which were followed
by a short reel showing John Miljan act-
ing as official announcer of the evening.
He stated the coming attraction would be
“The Jazz Singer” and showed several
scenes from the A1 Jolson picture, then read
a list of those present in the audience.
The novelty of the thing caught the ap-
plause of the house. Especially interesting
was the singing of John Charles Thomas,
a tenor, and the playing of Roger Wolf
Kahn’s orchestra.

The musical score for the feature, “Old
San Francisco,” was arranged by Hugo
Riesenfeld.

While “Old San Francisco” starts out
as an epic of San Francisco, its founding
and growth, and the gradual encroachment
upon the surrounding Spanish estates, it
winds up in a lurid melodrama of China-
town capped by the earthquake. The earth-
quake, while it furnished the principal thrill
of the picture, was the least convincing.
The picture drags in spots and at times
where it is intended to be very dramatic,
it is quite funny. An old gentleman dis-
persing a gang of surveyors with an old
fashioned sword seemed a bit old-fashioned
and unreal.

Dolores Costello, who plays the role of
the daughter of an old Spanish family, was
acceptable if 3'ou can picture a blonde seno-
orita.

Loew’s Inc., Obtain
Control, Ownership
of $1, 000, 000 House

Ownership and control of Indianapolis
Palace theatre, erected at a cost of nearly
$1,000,000 have been secured by Loew’s
Inc., according to word just received.
The theatre has been closed for some
months, following the expiration of a
lease held by the Keith interests.

Court Action Against
Union in Fort Wayne
May Set Precedent

( Special to the Herald)

FORT WAYNE, Dec. 6.— Recent ac-
tion in superior court at Fort Wayne,
Ind., is expected to have a great bearing
on the relations of the musicians’ union
in Indiana and theatre owners. A tem-
porary injunction to prevent Gary Sho-
ber, president, and other officials of the
Fort Wayne local of musicians from tak-
ing action interfering with the conduct
of the business of Idle Hour, Inc., an
amusement place at Huntington, Ind.,
was issued.

Longdon at Memphis

(Special to the Herald)

ATLANTA, Dec. 6. — Phillip Longdon,
salesman in the Paramount exchange here,
has been appointed branch manager of the
Memphis exchange, succeeding C. E.
Hilgers.

OLD men, young men, youths, old ladies,
flappers, boys and girls — even babies.
Cops from the lowest rank to the highest
officer.

Excitement, Shrieks, Shouts

The crowd thickens towards the center,
serried ranks — bellboys in spotless white
rush as you arrive. They will drive your
car to a park — not one but a dozen of them.
A buzz of voices, laughter, gaiety, excite-
ment, shrieks, shouts, — a wide and spread-
ing awning, a gorgeous entrance — to a
great gold Chinese Temple. What is it,
and why this wonderful blaze of vivid day-
light from ten, twenty, thirty, forty spots
and arcs at the entrance canopy.

Tripods, cameras, not one, but six, eight,
ten, and twelve. Crowds of guests, men
and women, old, young, pretty and plain —
diamonds blazing — eyes flashing or dull —
alert or sleepy. Dresses wonderful crea-
tions and cheap imitations. All jostling
in the vestibule of the Sid Grauman’s
Chinese theatre. So — this is a first night —
of a film — hot from the oven. The chatter
• — the ceaseless high-pitched nasal notes —
the attempt to look blase — the attempt to
saunter, nonchalantly — the rude inquisitive-
ness.

The Inner Circle

The solid phalanx of guests who are
outside the inner movie circle — crowd the
portals — waiting to see their worshipped
celebrities — who, announced in stentorian
tones, enter with great eclat — and grow
two inches taller in just as many seconds.
Gallant youths and pretty girls — men with
personalities — and without — men, hand-
some, gay and debonnaire — women slim,
sycophantic and dainty.

Here he is — ■ there she is — in tones
awed or jealous — admiring or sneering —
rapturous or jeering. He or she, the god
or goddess of the moment. Every one old
or young — guest, god, or goddess, with
their particular ego at the pinnacle of
pride — for the moment. They strut — they
stand — they stare — they adjust this — they
straighten that. The seats are filling-
beads, diamonds and paste sparkle —
blonde and black heads shining with na-
ture or dulled with peroxide — twist and
turn waiting for him or her.

A sudden hush — at the outer portals two
cop outriders precede a car — here comes a

star — a star. It is HE or SHE. The
camera cranks turn — the celluloid unwinds.
The perfectly gowned and immaculately
dressed “I AM IT” displays its best “sang
froid” disguise — and saunters, smiling and
inanely chatting, to its equally self-satis-
fied companion.

One is told, “You must go.” The con-
tact— you owe it to yourself, to be seen
there — to advertise yourself. "Why, Why
— who are THEY— who are WE?” Will
one improve one’s position — would one
even get a job at all — BECAUSE of being
there? Ah me — sheep — sheep.

The prologue — oh yes — unusually good
—occupying the major part of the evening
— and seldom relating to the production.

Worshippers Are There

The picture — it may be good — it may
not — It is a toss up — but the worshippers
are there — the friends — the staff — they ap-
plaud vociferously — deserved- or unde-
served— little appreciating they only inter-
rupt— break continuity — and damage the
show.

And so — it is over — we go — sedately
strolling or hurriedly pushing. On to the
Montmartre — to hear Sophie Tucker — a
ginger ale— “Ahem, yes please.” Then
probably to Henry’s— then probably home.

Who knows — and — who cares?

Burglars Crack Safe,

Get $ 210 at Marion, Ind.

( Special to the Herald )

MARION, IND., Dec. 6. — Burglars
cracked the safe of the Marion Theatre
Company and obtained $210. Billy Conners,
manager, discovered the loss when he
opened the theatre the next morning.

Greatest Bird of Them
All Sees "Wings” in N. Y.

(Special to the Herald)

NEW YORK, Dec. 6. — When Colonel
Charles A. Lindbergh entered the Cri-
terion theatre recently with a party of
six, he was not recognized by anyone
except the ushers, and of course he didn’t
sit in a conspicuous place.

Third Detroit Theatre Bombing Wrecks
House under Construction; $500 Damage

(Special to the Herald)

DETROIT, Dec. 6. — An explosion which caused nearly $500 damage
wrecked the Avalon theatre under construction early yesterday morning. The
blast occurred in the second store from the theatre entrance wrecking the
front and shattering windows on the second floor. A charge of dynamite had
apparently been put through a ventilator.

This is the third theatre bombing to occur in Detroit in the last few weeks.

26

EXHIBITORS HERALD

December 10, 1927

Re-Takes

Coast Sees Fox Films’ “Sunrise”
At Spectacular Premiere

Christie Buys Thirty- Acre Site at Studio City — Gliese Drops $100,000
Suit — Producers Make Beetson Executive Vicepresident
By RAY MURRAY

HOLLYWOOD, Dec. 6. — “Sunrise,” F. W. Murnau’s first American
picture, was given its initial Western showing at the Carthay Circle
theatre, last Tuesday evening. It was a spectacular opening with a
great outpouring of screen celebrities and people of prominence in civic and
social circles. The usual thousands of fans eager to get a glimpse of the
film stars lined the walks leading to the theatre and an unusually artistic
display of lights was arranged by the Fox studios. The opening was a
social event due to the showmanship displayed by Fred Miller, directing
genius of the Circle theatre, and his staff of assistants.

AN artistic prologue, staged by Jack
•Laughlin, called “Love Lights,” pre-
ceded the picture. Carli Elinor’s concert
orchestra presented a beautiful overture,
“Through Darkness to Light,” and his
scoring of the picture was exceptionally
apropos. William Farnum acted as mas-
ter of ceremonies and introduced Director
Murnau, Janet Gaynor, George O’Brien,
Margaret Livingston, Bodil Rosing and
other members of the cast.

* * *

The Christie Film Company has just
completed negotiations for the pur-
chase of a 30-acre studio site at Studio
City, North Hollywood. The Christie
company purchased a site several
years ago at W estwood, near the Fox
Hills studio, but that will be sold off
for building lots, and sets and studios
will be erected on the new San Fer-
nando valley plot. Acquisition of the
land, together with proposed building
developments, will involve an expen-
diture of approximately $500,000.

* * *

Rochus Gliese, art director, who recently
brought suit against Fox Films because
another man was given credit in publicity
and advertising for the art work on “Sun-
rise,” has dropped his claim for $100,000
damages. He accepted a written apology
from Sol Wurtzel, superintendent of the
studios, who admitted the error.

* * *

Producers Honor Beetson
Fred W. Beetson, secretary-treasurer of
the Motion Picture Producers Association,
was made executive vicepresident at the
quarterly meeting of the association held
last week, “in appreciation of his services
during the past five years.”

* * *

Louise Fazenda, who is playing the
lead in “ Tillie’s Punctured Romance”
for Christie, was painfully injured by
the premature explosion of a “war
bomb” in a scene last Wednesday.
She was removed to her home and
physicians state the injury will not be
permanent.

* * *

Clifford B. Hawley, president of First
National pictures, was given a testimonial
dinner at the Ambassador hotel Wednes-
day evening by the production department
of the studio.

* * *

Tom Mix, Fox star, received word last
Wednesday that his father, Edward E.
Mix, living at Du Bois, Pa., had died un-
expectedly of heart attack.

* * *

Loses $140,000 Suit

Louis Lewyn, independent producer and
husband of Marion Mack, actress, lost his
$140,000 damage suit against Pathe Ex-

changes, Inc., in U. S. District Judge Run-
yon’s court. Lewyn charged Pathe with
pirating the film “The Carnival Girl,”
which featured Marion Mack.

* * *

One hundred and fifty redskins were
massacred and their homes burned to the
ground last Thursday at the Lasky ranch,
by a number of white men, while the Van
Nuys fire department and hundreds of
spectators looked on without a word of
protest. It was all for a scene for “Ra-
mona,” the Edwin Carewe production for
United Artists, but it attracted so many
residents of the valley that the roads were
con jested with traffic.

* * *

Woods Explains T carle Case

Frank Woods, secretary of the Academy
of Motion Picture Arts and Sciences, has
issued a statement relative to Conway
Tearle’s complaint against the producers,
setting forth that Tearle’s complaint was
an indefinite charge against unnamed pro-
ducers and that he refused to substantiate
it with specific statements of facts. The
Academy therefore refused to proceed.
Tearle recently stated he was leaving Hol-
lywood to accept a stage engagement in
New York, but later denied he was turning
his back on pictures.

* * *

Richard Dix, Paramount star, who has
been confined to his home for a week with
influenza, returned to work in “The
Traveling Salesman” last Thursday.

* * *

Meehan Shooting Again

Leo Meehan has started shooting his
next Gold Bond F B O picture “The
Devil’s Trademark” with Marion Douglas
(formerly known as Ena Gregory) as the
feminine lead. Belle Bennett will play the
mother role. William V. Mong, William
Blakewell and Patrick Cumming are others
in the cast.

* * *

William C. Towle, son of a wealthy
maple syrup manufacturer, who recently
came to Hollywood to organize the Asso-
ciated Artists Productions, to make pic-
tures, has gone to Las Vegas, Nev., to
marry his childhood sweetheart, Margaret
Collins, a resident of St. Paul, Minn. Fol-
lowing the wedding, young Towle will re-
turn here to launch his independent film
company. He will rent space at Universal.
* * *

Marshall Neilan, who is directing “Do It
Again” for First National, rented A1 G.
Barnes’ entire circus the other day and
gave two performances to capacity crowds,
at Baldwin Park. To get the proper at-
mosphere the entire company joined the
circus at Tucson, Ariz., and traveled with
it to Hollywood.

HOLLYWOOD. — A couple of big open-
ings and a Wampas meeting last week
broke the monotony of a dull existence in
Hollywood. The first 100 openings are the
hardest.

* * *

But we saw a darn good picture, “Sun-
rise,” at Fred Miller’s Carthay Circle the-
atre and the Fox company outdid itself
with its electrical display. While driving
over there last Tuesday night I pictured
such a scene in Chicago or New York, but
then the tall buildings and narrow spaces
would sort of cramp a Hollywood electri-
cian’s style, I figured.

ifc SjC 3*C

And Warner Brothers opened the Cri-
terion with a full Vitaphone program, tenors
and sopranos, excellent orchestras and
vaudeville hoofers, all very entertaining.
A darn good show. The best number on
the bill was “behind the scenes” in a radio
broadcasting station, with the announcer
impersonating a world famous singer and
a renowned tap dancer. Of course every-
body who is anybody was there and every-
one had a good time, although one does
miss the boys in the pit. But maybe we’ll
get used to no orchestra.

* * *

The Hi-Hatters were entertained by the
Wampas, with Ham Beall as chairman keep-
ing the ball a-rolling. Ham is both a Hi-
Hatter and a Wampas, so he knew how to
take the hurdles. He also had a detective
present who told the boys that crime doesn’t
pay, and explained why. Several of the
boys promised to reform.

* * *

Back to Normalcy

Now that Henry Ford’s new model has
arrived and been duly inspected by 200,-
000 Ford fans, we can resume our Xmas
shopping.

* * *

If anyone thinks that Ford’s advertising
campaign wasn’t handled right they ought
to write to Edsel and he’ll probably have
them do it over.

* * *

Me for Vegetables

It looks as though we’re going to pay
high for beefsteaks this winter. See where
one steer sold for $2,579 the other day
in Chicago. That’s $2.35 a pound on the
hoof.

* * *

More Wesco Houses

Word from the East states 44 theatres
have changed hands. That’s buying ’em in
wholesale lots, isn’t it?

* * *

Famous Last Words

“You can build your opposish, I won’t sell
my theatre.”

He * *

Meadows, buy me a pint of gasoline for
my new Ford, I’m going to Tiajuana this

Brady Re-Elected Head
of Ontario Exhibitors
at Annual Convention

(Special to the Herald)

TORONTO, Dec. 6.— The Ontario
Division of the M. P. T. O. of Canada
has taken a new lease of life in the elec-
tion of officers for 1928 at the annual
meeting in the King Edward Hotel.

J. C. Brady, proprietor of the Madison
theatre, Toronto, who has been identified
with the M. P. T. O. since its establish-
ment again was elected president.

December 10, 1927

EXHIBITORS

HERALD

27

Film News
in

Pictures

PICTORIAL SECTION
of Exhibitors Herald

Issue of December 10

Stories Told
by

the Camera

Constance Talmadge has
signed with United Artists.
“East of the Setting Sun” is
her first.

Mary Carr, “mother” of the screen, is welcomed to
Berlin on her arrival there to appear in “Dame Care,”
Defu-First National production. Her son and daugh-
ter accompanied her.

What to wear on the 1928
beach? Lois Wilson, in
F B O’s “Coney Island,”
pauses to reply.

^ St IS iS i

1 if Till

i K-B. .■ I"

1 ■■■f gsufiy

Ill

Nicholas Schenck, president of Metro-Goldwyn-Mayer, was welcomed with Mrs. Schenck at the West Coast studios of the com-
pany when he arrived on his annual visit to the Coast. Left to right are Harry Rapf and Irving G. Thalberg, production
executives, Mr. and Mrs. Schenck, Louis B. Mayer, vice-president in charge of production, E. Mannix and Hunt Stromberg,
another production official.

28

EXHIBITORS HERALD

December 10, 1927

Gloria Killian, a new discovery on the Christie lot, was
caught by the cameraman in the midst of a big kissing scene
from “Holy Mackerel,” the latest Jimmie Adams comedy for
Paramount-Christie. And Teddy doesn’t seem to mind in
the least.

This might be a photographer’s masterpiece in a rotograv-
ure section. Instead, it’s our own child department for the
moment. Mildred Kornman is the baby of “Our Gang,” the
Hal Roach rascals whose short product is being released by
Metro-Goldwyn-Mayer.

That smile of Edna Mae is more
disarming that the shootin’ iron.
This cinematic pirate has been
signed by Johnny Hines, whose
product is released by F-N.

Mitzi (left), star of musical comedies, trips
out to Hollywood and visits the First National
studio at Burbank. She is seen here with
Alice White, ingenue of First National pro-
ductions.

Standin’ pretty, with absolute con-
trol of the African golf parapher-
nalia. She’s Ethlyne Clair, Uni-
versal player. When she puts her
foot down, it’s 7’s or U’s.

December 10, 1927

EXHIBITORS HERALD

29

Court intrigue in a mythical kingdom is the
theme of Metro-Goldwyn-Mayer’s “His
Night,” in which Ramon Novarro and Renee
Adoree have the leads. They’ve both ap-
peared in a number of romantic pictures.

You might suppose that Mervyn Leroy, director of First National’s “High
Flyers,” is overcome by the static, but Charlie Murray is going to get that
distant station or break the set. George Sidney has his smile all ready in
case the demon DXer gets something. Murray and Sidney, of course, are
the comedians in the production.

The Tillie Circus in Paramount-Christie’s “Tillie’s Punctured Romance”
was a mecca for old circus men of Southern California. Seen on the
Christie lot were (standing, 1 to r) Charlie Haley, Charles Anderson, A1 W.
Copeland, A1 Christie, Edward Sutherland, Ed Shipp, Bert Chipman; (seat-
ed,) J. Sky Clarke, Walter Gollmar, J. Comefort, H. B. Chipman, Harry
Wertz, Col. George Woods.

Dan Clark has just completed camera work
on the umptieth picture of Tom Mix for Fox.
Clark says there is nothing on wheels on
which he has not set up his camera. Clark
heads the cameraman’s organization.

When the peoples of the world suddenly start acting in one scene of a picture, it’s time for the director to become a linguist,
at least and Albert Ray does, in shooting Fox’s “Woman Wise,” featuring William Russell, Jr., June Collyer and Walter
Pidgeon. Left to right are Sojin, Chinese; Raoul Paoli, French; Frank Leyva, Indian; Josephine Borio, Italian; Jamiel S. Has-
son, Arabian; Russell, American; Ray, Pidgeon, Canadian; Duke Kahanamoku, Hawaiian; Carmen Castillo, Spanish; Fernan-
dez Mendez, Greek; Vincent Howard, Mexican; and Henry Smith, African.

30

EXHIBITORS HERALD

December 10, 1927

Beatty Signs with First National;
Quits Hays Organization

Appointed Head of Departments of Publicity , Advertising and Public
Relations — Chandler , Einfeld and Denig Remain
By JOHN S. SPARGO

NEW YORK, Dec. 6. — Jerry Beatty has resigned from the Hays
organization to join First National Pictures as head of the depart-
ments of publicity, advertising, exploitation and public relations.
While the arrangement for the change had been made with Beatty sev-
eral weeks ago, it was kept quiet until last Thursday when the announce-
ment was made by Ned Depinet, vicepresident and general salesmanager
of First National.

'T* HE acquisition of Beatty by First Na-
tional, he says, will cause no changes in
the present publicity and advertising force.
C. F. Chandler,
who has ably
managed these
departments for
the past three
years, will remain,
with Charlie Ein-
feld and Lynde
Denig as his right
and left wing
leaders.

Beatty’s resigna-
tion will . not be-
come effective un-
til January 1. The
matter has been
kept quiet for the
past several weeks
at the request of Hays, to allow him suf-
ficient time to get some man who suited
him to succeed Beatty. The man has not
yet been obtained but it is said Hays has
several in view and will make his selec-
tion shortly.

* * *

There is a thought in the following news
dispatch, culled from a daily paper, for
John Humm, Tom Gerety or some of those
birds who take their golf seriously;

LIBERTY, MO., Nov. 27.— Henry
Arrowood, 52, was found guilty of
murder in the second degree in con-
nection with the slaying of George
Duncan, golf caddy, in an argument
August 14. He was sentenced to
thirty-five years in the penitentiary.

Jj« jjj

While in France recently, Artie Stebbins,
one of the cracks of film golfers, was in-
vited to play at the Fourquex Golf Course,
near Paris. The invitation was verbal and
Artie did not accept it until the name of
the course was sent to him in writing. So
far as known Artie is the only American
that has mastered the pronunciation, so if
any of you prospective visitors to Paris
want it, you’ll have to apply to Stebbins.

s|s 5{c

Bruce Johnson Returning

Bruce Johnson, vicepresident and foreign
manager of First National, is due back
from abroad this week, and is bringing
with him two pictures made over there for
First National. These are “Dancing
Vienna” and “Confetti,” and from advance
reports they are pretty fine phoductions.

s}: jfc He

The new blue sedan automobile belong-
ing to Paul Gulick, director of publicity
for Universal, and betimes resident of
Mount Vernon, N. Y., played a starring
role last week in an abduction plot that
reads like a screen comedy. The car was
stolen by high school football celebrants,
used as transportation for a raid into rival
territory, driven through a barrage of ripe
tomatoes, eggs and other edibles, aban-
doned, and recovered — all within the space

of ninety minutes. Recovered, but not
repainted, redecorated and refurnished.

The next reel of this serio-comedy took
place the next day at the Pelham Country
Golf Club, where Gulick had gone to work
off his peeve and forget his much abused
auto. During the round of the course, his
caddy, a New Rochelle high school boy
was lamenting the defeat at football of his
school by the Mount Vernon High School
team the day before. The dark cloud had
only one silver lining, and that, he ex-
plained, was the defeat his bunch had given
to an invading column of Mount Vernon
celebrants Saturday night.

The Mount Vernon enthusiasts had
raided New Rochelle in four automobiles
to flaunt their glee in the faces of the New
Rochelle sufferers. They were met, it was
explained, with a barrage of eggs, tomatoes,
etc., etc., that completely routed the column
and sent it back to Mount Vernon. The
prize stunt was the completeness with
which the New Rochelle defenders had
plastered one of the invading cars — a new
blue sedan.

Someone then casually mentioned to the
caddy about Gulick’s car and how it was
found. This was just before the caddy left
the links to keep an important engagement
somewhere in New Rochelle.

* * *

F ox Bowlers Busy

In preparation for a series of matches
with other motion picture bowling teams,
the Fox Athletic Club is conducting an in-
ter-departmental tournament, of which the
first four teams are closely bunched in the
fight for the lead.

* * *

Klein Goes to Hollywood

Eddie and Etta L. Klein of the Edward
L. Klein Corporation, who recently re-
turned to New York after an extended trip
in England and the Continent, left New
York last week for Hollywood, where they
will remain until after the first of the
year.

On the arrival of Gilda Gray last week,
newspaper reports extensively quoted I. S.
Liner as representing himself as business
manager for Miss Gray. The same ac-
counts went on to say that Gil Boag, her
husband and for many years her manager,
was now on Miss Gray’s staff as press
agent.

L S. Liner is a member of Mr. Gold-
wyn s Culver City studio staff, having no
other duties except the management of
Miss Gray’s company in the prologue to the
picture.

Texas Manager Killed
at Theatre by His Wife

( Special to the Herald )

HOUSTON, Dec. 6. — A family quarrel
was responsible for the death of Her-
man Dees, 35, manager of the Texas
theatre in Houston, last Saturday. Dees
was killed while standing in front of the
theatre, by his wife.

Jerome Beatty

This Haranguer Prefers
Saloon to Motion Picture

(Special to the Herald)

BRINKLEY, TEXAS, Dec. 6.
— “I’d rather see a saloon on each
street corner than a picture show
there,’’ was the radical assertion oi
Rev. B. B. Crimm, evangelist, in a
four weeks revival service here.

Prepare for Joy
Fest; T. O. C. C. To
Give Dance Friday

(Special to the Herald)

One rumor is that Geller has provided a
Lady Godiva stunt that is a wow. When
asked about this he denied it and then
said :

“Maybe she would be good. What pic-
tures has she played in?”

NEW YORK, Dec. 6.— The big social
event of next week in film circles will be
the annual Supper and Dance of the T. O.
C. C. which will
be held at the
Hotel Plaza Fri-
day evening.

Committees have
been working
hard under the
direction of Sol
Raives, president,

Sol Raives

to make this the
most successful of
the many success-
ful affairs.

There are many
rumors of unique
and pleasurable
j. Louis Geller entertainment ar-

ranged for by
Louis Geller, chairman of the committee

on entertainment.

Film Industry Can Aid
Forest Conservation,
Says William Fraser

(Special to the Herald)

NEW YORK, Dec. 6.— According to
William R. Fraser, general manager of
Harold Lloyd Corporation, and member
of the board of
governors of the
American Green
Cross, “the mo-
tion picture in-
dustry, with its
vast resources
for the dissemi-
nation of propa-
ganda on behalf
of a cause that is
as vital in its
field as the Amer-
ican Red Cross,
will fit perfectly
into the scheme
of things being
worked out to
bring about reforestation and conserva-
tion of forests.”

THE Fox policy that demands youth at the head
of its casts sets a high standard for the youthful
stars to meet. Olive Borden is a brilliant example of
how these requirements are filled. For youth, beauty
and personality — all are hers. Is it any wonder that the
fans bombard her with letters and that her followers have
multiplied with each new release since her appearance
last year in “Fig Leaves”? This season showed her as
“The Joy Girl” and in “Pajamas.” You’ll get her
next in “Come to My House” — the story of a very
modern Miss who flaunted convention.

No. 7 OF A. SERIES

WHO PLAYS with FOX PROFITS with FOX _

EDMUND
LOWE

THE spirit that demands youth in Fox pictures is
reflected in the vigor and freshness with which
every role is cast. It mattered not that Edmund Lowe
had gained fame as a young star of the “matinee idol”
type. Fox authorities saw in him an ideal Sergeant Quirt
— and as the hard-boiled top-sergeant in “What Price
Glory” he was cast — and triumphed! Now Edmund
Lowe’s new personality has won him fresh laurels, and
you, the Exhibitor, benefit from his increased popu-
k larity in his latest pictures, “Publicity Madness” and A
“The Wizard,” a high-tension mystery drama.

No. 8 OF A SERIES

WHO PLAYS with FOX PROFITS with FOX

December 10, 1927

EXHIBITORS HERALD

31

PARAMOUNT NEWS NO. 36— Rene Savard makes
crossing from Calais to Dover, English Channel,

in 6 hours on water bike he invented Josephine

Haldern an- Julius, 18, and Aubrey Roselle, 20,
marry as companionates at Girard, Kan.— Notre
Dame defeats University of Southern California
7-6, at Chicago.

PATHE NEWS NO. 96— Capt. Giles starts flight
to Honolulu from San Francisco-Blazing oil
well at Earlsboro, Oklahoma, spreads disaster1 —
Army tanks at Camp Meade, Md., charge in
winter maneuvers.

KINOGRAMS NO. 5347 Builds plane at Garwood,

N. J., to carry 100 passengers— Nearly 4000

badies entered in Chicago perfect baby contest

Twenty-year-old instructor fearlessly faces class
bullies at Luna Park, Cal.

KINOGRAMS NO. 5348 Tony Sarg’s queer folk

make merry in holiday season parade in New
York — ^Princess Olga Celeste pays for wrong
guess on game by taking leopard bye-bye, at
Los Angeles Test new gliders at Rhoen moun-

tains, Germany.

FOX NEWS NO. 18 U. S. Ambassador Morrow

on tour of Mexico at the Teotihuacan ruins- —
Sulphur volcano threatens eruption on White

Island, 50 miles off the coast of New Zealand

Six Chinese beauties seek education at Wesleyan.

FOX NEWS NO 19 Irvin Cobb, Rex Beach, Roy

Howard go hunting for ducks in Oklahoma

wilds Record crowd sees Notre Dame whip

Southern California 7-6, at Chicago— A six-span
bridge is demolished at Conowingo, Md., to
make power lake.

INTERNATIONAL NEWSREEL NO. 96 — Boys learn
to cook at Chicago Junior high school — Guns

gallop into action as China war rekindles

Notre Dame defeats University of Southern
California at Chicago.

INTERNATIONAL NEWSREEL NO. 97 — Start of
Cobham’s flight to circumnavigate Africa, at

Rochester, England Old bridge destroyed by

huge blast of dynamite to make way for dam
project at Conowingo, Md.

Six Stern Films
This Month Play
Broadway Houses

Six comedies made by Stern Brothers
have been booked into Broadway thea-
tres this month and more are likely to
be added before the close of December.

“The Newlyweds’ Christmas Party,”
which, as its title shows, is intended to
appeal particularly to the holiday audi-
ences, has won extensive playdates. It
starts at the Capitol December 10. It
has been booked for 150 days over the
Loew circuit in and around New York,
starting with Loew’s State and Loew’s
New York theatres. It also will be at
Loew’s Metropolitan.

“The Newlyweds’ Imagination” will be
at the Roxy starting December 26. A
“Mike and Ike” comedy plays the same
week at the Colony. “No Blondes Al-
lowed” goes into the Cameo Saturday,
following two weeks at the Colony.
This is also a “Mike and Ike” produc-
tion.

Anne Cornwall Signs

Anne Cornwall is signed by Christie
to star in four more two-reel comedies.
Her latest was “Fighting Fanny.”
Paramount releases the Christie short
product.

First Fox Movietone News

Weekly Release in Theatres

Fox Movietone News now is appearing on the screens of theatres around
the country following the release of the first issue last Saturday. Here is a
new development in the realm of synchronized pictures and the trade in
general has its eyes focused on those theatres in which the public’s reception
of the device for giving the world news by sound and sight is being registered
at the box office.

Individual Movietone news subjects
have been presented in a selected num-
ber of theatres before this, and the gen-
eral response has been commendatory,
but not until this week has a regular re-
leasing schedule got underway. Each
week will see an issue of Fox Movie-
tone News.

Edward Percy Howard Is Editor

The appointed editor is Edward Percy
Howard, newspaper editor and film ex-
ecutive. Hal Stone is news editor, Wil-
liam O. Hurst has been selected as as-
signment editor and Thomas H.
Chalmers is director. Milton Schwartz
of Fox Films is in charge of sales.

The camera department is being aug-
mented rapidly and Howard expects tbe
number of completely equipped trucks
for the gathering of the news subjects
to be doubled within the next month.
Continental Europe will be covered in
addition to the United States, with much
the same organization as the regular
newsreel.

Many Subjects Already Made

A number of subjects already have
been made, starting with one of Premier
Mussolini addressing the people of
America from his home in Rome. This
now is being presented in conjunction
with “Sunrise” at the Times Square in
New York.

Other subjects covered by Movietone
News introduce Lloyd George delivering
an address at the unveiling of a statue
in London, the Prince of Wales speaking
at the opening of the new British High-
way from Birmingham to Wolverhamp-
ton, the crack German Military Band
playing at the fall maneuvers in Berlin;
the changing of the King’s Guard at
Buckingham Palace; the animals and
birds in the London Zoo; Eamon de
V alera.

Then there are such subjects as the
Paris convention of the American

Legion; notable football games; artillerv
practice at Aberdeen, Md., Proving
Grounds; Sir Thomas Lipton; Ruth Eld-
er’s trans-Atlantic flight; a $2,000,000
auto fire in New York; Niagara Falls;
the B. & O. Pageant at Baltimore; the
county fair at Rutland, Vt.; West Point
cadets and band on parade, and the latest
in fashions, described by Mile. D’Alvry.

Short Feature
Releases

WEEK OF DECEMBER 11
“Nothing Flat,” Mermaid, Educational, two; “Felix
the Cat Hits the Deck,” Felix the Cat, Educa-
tional, one; “A Whirl of Activity,” Howe’s
Hodge Podge, Educational, one; “The Stork
Exchange,” Krazy Kat, Paramount, one; “Three
Missing Links,” No. 4 Standard, F B O, two.
“Newslaff No. 8, F B O, one; “Three Missing
Links,” Standard, F B O, two.

WEEK OF DECEMBER 18
“Papa’s Boy,” Hamilton, Educational, two; “It’s
Me,” Cameo, Educational, one.

WEEK OF DECEMBER 25
“Injun Food-Moods of the Sea,” Outdoor Sketches,
Educational, one; “Felix the Cat Behind the
Front,” Felix the Cat, Educational, one; “Hello
Sailor,” Lupino Lane, Educational, two ; “Angel
Eyes,” Big Boy-Juvenile, Educational, two ;
“Rickety Gin,” Snappy Comedy, Universal, one ;
“The Trail of the Tiger, No. 8,” Adventure,
Universal, two; “The Mild West,” Gumps No.
8, Special, Universal, two ; “Model George,”
Stern Bros., Universal, two ; “The Lone Ranger,”
Western Featurette, Universal, two ; “Newslaff
No. 9,” F B O,, one.

WEEK OF JANUARY 1

“Some Pets,” Snappy Comedy, Universal, one ;
“The Trail of the Tiger,” Adventure, Universal,
two; “The Winning Goal,” Jun'or Jewel, Uni
versal, two ; “Newlywed’s Advice,” Junior Jewel,
Universal, two; “Horse Play,” Stern, LTniversa’,
two ; “Boss of the Rancho,” Western, Univer al,
two; “Mickey’s Parade,” Mickey McGuire, F B O,
two.

WEEK OF JANUARY 8

“Panting Papa’s,” No. 5 Standard, F B O, two.

WEEK OF JANUARY 22
“Jungle Round Up,” Metro-Goldwyn-Mayer, one.

Capital Financing for Chain Theatre Expansion

<7heatre financing

CORPORATION of AMERICA V

162 North State Street CHICAGO

32

EXHIBITORS HERALD

December 10, 1927

Exhibitors Herald Production

(JJ This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

Directory

A Valuable Resume of Production Activities

fjj Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

[Number immediately following title denotes production number ]

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

STORY DIRECTOR CHIEF BRAND

PLAYERS NAME

STARTING

DATE

Associated Studios

NO PRODUCTION

California Studio

NO PRODUCTION

Chadwick Studio

“Comrades” (3) Cliff Wheeler Helene Costello James Ormond Nov. 30

Donald Keith Production
Gareth Hughes

Metro-Goldwyn-Mayer Studio

“The Cossacks”
(343)

George Hill

Gilbert-Adoree

Oct.

25

“The Big City”

Tod Browning

Chaney-Day-

Oct.

17

(346)

Murray

“Rose Marie”

Edmund

Crawford-

Oct.

26

(325)

Goulding

Murray

“Cloaks &

Suits” (348)

Sam Wood

Shearer-Forbea

Oct.

31

“The Smart

Set” (350)

Jack Conway

William Haines

Nov.

12

‘Riders of the
Dark” (351)

Nick Grinde

Tim McCoy

Nov.

29

‘Circus

Ed Sedgwick

Dane-Arthur

Nov.

29

Rookies” (349)

Columbia Studio

“So This Is

Frank Capra

Viola Dana

Perfect 30

Nov. 20

Love” (13)

Ralph Graves

Cecil B

. De Mille

Studio

“Blue Danube”

Paul Sloane

Leatrice Joy

Pathe

Oct. 24

(3-14)

“Blonde for a

E. M. Hopper

Marie Prevost

Pathe

Nov. 14

NighP’ (3-36)

“Midnight Mad-

■ F. Harmon

Jacqueline

Pathe

Nov. 27

ness” (3-35)

Weight

Logan

“Skyscraper”

Howard Higgin William Boyd

Pathe

Nov. 28

(3-24)

F

B 0 Studio

“The Devil’s

Leo Meehan

Belle Bennett

Gold Bond

Nov. 28

Trademark”

(404)

Wm. V. Mong

“Beyond LondonTom Terris

Lee Schumway

Master Showman

Nov. 29

Lights” (405)

Jacqueline

Special

Gadson

“Bantam

Buzz Barton

Western

Dec. 1

Cowboy” (406) Louis King

Dorothy Kitchen

First National Studio

“The Chaser”

Harry Langdon

Sept. 14

Untitled

Mervyn LeRoy

George Sidney
Chas. Murray

Oct. 30

"Ladies’ Night

Edw. Cline

Jack Mulhall

Oct. 24

in a Turkish

Dorothy

Bath”

Mackaill

“Say It Again”

Marshall Neilan Mary Astor

Nov. 23

Lloyd Hughes

Fox Studio

“Lady Cris-

Frank Borzage

Janet Gaynor

Sept. 28

tilinda” (8)

Chas. Farrell

“Girl in Every

Howard Hawks Walter Pidgeon

Nov. 8

Port” (0)

Victor McLaglen

“Soft Living”
(2)

James Tinling

Madge Bellamy

Nov. 11

“Hello Siam”

Gene Forde

Tom Mix

Western

Nov. 21

(11)

‘Sleet Wind”(9)Lambert Hillyer Dorothy Janis

Nov. 17

Barry Norton

Metropolitan Studio

“Speedy”

Ted Wilde

Harold Lloyd Paramount

July 30

“Hell’s Angels’*

Luther Reed

Ben Lyon

Greta Nissen
Louis Wolheim

Caddo Prod.

Nov. 7

Paramount Famous Lasky Corporation

“Abie’s Irish
Rose” (683)

Victor Fleming Chas. Rogers
Jean Hersholt
Nancy Carroll

Paramount

Nov. 6

“Traveling

Salesman”

(685)

Mai St. Clair Richard Dix

Paramount

Nov. 7

“Dooms Day”
(688)

Rowland V. Lee Florence Vidor

Paramount

Nov. 15

“Honky-Tonk”

(672)

Victor Geo. Bancroft

Schertzinger

Paramount

Nov. 26

“Feel My
Pulse” (687)

Gregory LaCava Bebe Daniels

Paramount

Nov. 25

Tec- Art Studio

NO PRODUCTION

Tiffany-Stahl Studio

“Tragedy of King Baggott Patsy K. Miller Tiffany-Stahl Nov. 30

\outh” (7) Victor Varconi Production

Buster Collier

United Artists Studio

“Tempest” S. Tourjanski John Barrymore John Barrymore Oct. 16

Prod.

Universal Pictures Corporation

“Thorough-
breds” (4818)

Robert Hill

Marion Nixon Jewel

Richard Walling

Nov. 7

“Freedom of
the Press”
(4827)

George Melford

Lewis Stone Jewel

Marceline Day

Malcolm

McGregor

Nov. 27

“Honeymoon
Flats” (4828)

Millard Webb

George Lewis Jewel

Dorothy Gulliver

Nov. 10

“Anyone Seen
Kelly (4810)

Willy Wyler

Bessie Love Jewel

Oct. 31

‘Man Who
“Laughs”

Paul Leni

Mary Philbin Jewel

Conrad Veidt

Oct. 1

(4535)

Warner

Brothers Studio

“Domestic

Troubles”

Ray Enright

Louise Fazenda

Clyde Cook

Nov.

14

“Tenderloin”

Michael Curtiz

Dolores Costello

Conrad Nagel

Nov.

23

“City of Sin”

Archie Mayo

Myrna Loy

John Miljohn

Nov.

15

“Rinty of the
Desert”

Ross Lederman

Rin-Tin-Tin

Carroll Nye

Audry Ferris

Nov.

28

December 10, 1927

EXHIBITORS HERALD

33

PRESENTMON ACTS

Facts Counter Schenck Statement

STAGE SHOWS

Chicago Oriental

Week Ending December 4

“Some of These Days” is, as it’s always been,
a classic among the bald ballads, and Sophie
Tucker is, as she’s always been, a classic among
the classics. What she did to the Oriental box
office this week is what Paul Ash does to it, which
is plenty, and the rafter to which this reporter
clung in his final desperate effort to get within
earshot of the lady trembled and swayed with
the tumult of applause that went up — and stayed
up — when Sophie willed that it should. It all
occurred in this way :

Opening: Paul Small, in front of scrim, in-

troducing the bandsmen to “Birth of the Blues”
and other ditties, lights fading them in and out
as they did their bite. (This is a second time
for this opening at the Oriental, but no better
one has been devised for disguising the fact that
the ballet has been dispensed with, perhaps to
help defray the expense of a name salary.) It
snapped through its early sectors, crashing when
it finished with Mark Fisher singing “Me and
My Shadow” and a necessary encore thereto.

Mark Fisher next directed the boys through a
fox trot arrangement of “Rhapsody in Blue,”
further defraying the overhead, and isn’t this
about enough of the number for a few months?

Ilomay Bailey came on next, 6inging “Night in
June” alone and “Everywhere You Go” with
Mark, kidding the latter and some of the boys
for a stretch of choruses. Built up, this number,
but good, as Bailey and Fisher make anything
they — or either of them — 6ing.

Paul Small was back again to sing “One Little
Girl Who Lovesi Me” with the band. Further
economy here, but it got by.

Lewis and Doady followed with their convulsing
routine, working plenty of encores and meriting
all but one or two of them. These folks have
everything, including a dash of dirt they’ll drop
profitably for most of the picture houses, and
could have stretched their time indefinitely.

Bert Tucker came on here to do a song and a
pair of dances he’s done before in this house,
finally announcing —

Sophie Tucker: They cheered when she came
on, to “Some of These Days” vamp, and went
into “Taking Orders from Nobody.” She banged
’em with this, a hell in the last line helping a
bit, then gave ’em “He Don’t Wanna,” swinging
a damn into this for variation, paralyzing them
again. Back, then, for a bit of a gag, then
“Some of These Days” to unhinge the seats and
roll up the aisle carpets. Then a duet with Bert
for salvos. After the quake subsided, she took
the baton to lead the orchestra, Mark Fisher
and Ilomay Bailey doing a song number up and
back, finally steering the self-steering band
through a finale. And, for all the audience cared,
she could have been working yet.

Observation: Total cast, a single, a double,

Sophie and the boy, plus the band and the stock
Small. Total expense, about customary. Total
effect, waiting lines blocks long. Showmanship
and the greatest showman among the showwomen
— Sophie Tucker 1

Milwaukee Venetian

Week Ending November 26

Harry Allen opens his presentation on the
Venetian stage this week with His Serenaders
playing “Beaucaire Waltz.” The first number in-
troduces the Antis team of the Durant Review

( Continued on page 34)

Chicago to Broadway

Big things, from little things grow — -
Little did LOU KOSLOFF suspect that his
violin playing would some day take him
to the greatest city on earth — but sure
enough one never knows what is in the
cards for us — only a year ago Lou was
playing first violin for Paul Ash in Chi-
cago, the man who started the world
buzzing with stage bandshows, and now
after creating a success in Chicago and
Detroit as band leader Kosloff has taken
Broadway with his pleasing personality.

Verne Buck Special

Verne Buck, one of Chicago’s most
popular band leaders, now directing stage
shows at the Sheridan theatre, Ascher
Brothers ace house, was honored by a
national institution last week when the
heads of the B. & G. sandwich shops
sponsored a new sandwich called the
“Verne Buck Special.” The new combi-
nation consists of deviled ham with peanut
butter on cinnamon raisin toast. A ban-
quet was given to Verne on the eve of
the debut of the new sandwich and more
than fifty guests were present. Accord-
ing to Mr. Van Cleve, manager of the
Chicago B. & G. shop, the entire chain
will carry this new sandwich on their
future menu.

Big Money
for Shows
Exceptional

Outstanding Acts Will Draw
Whether in Film or
Vaud Theatres
By A. RAYMOND GALLO

Recently Joseph Schenck, one of
the leading film producers, made a
statement to the press to the effect
that presentation costs are getting
out of proportion and hurting the
motion picture business. Mr.
Schenck’s words were not put in
this exact form but it is evident
that exhibitors all over the country
will be under the impression that in
order to offer stage entertainment,
they will be compelled to spend a
fortune.

In the statement as published the
figures sound rather exorbitant and
may lead to a wrong interpretation of
this new entertainment called Presen-
tation.

Here’s An Example

For example: There is a theatre in
Milwaukee, the Venetian, which operates
on the stagehand policy but two days a
week — Friday and Saturday. The policy
is paying dividends and the cost to the
patron is only 25 cents. Pictures are
not submerged, and the sole principle
of the policy is variety, the aim of every
showman.

According to many reports from re-
liable sources there is a movement de-
scribed as “back-to-the-films.” This move
is on the way following conferences in the
East. We will admit that there have been
many abuses in thF field and many of them
can be attributed to the inexperienced han-
dling of the policy which has been placed
in the hands of people not capable, let
alone being able to carry out the program
in a sane manner.

To consider your films just fillers in
your theatres is more than a serious ques-
tion for after all motion pictures draw-
in the biggest portion of your audience
and it should always occupy top position
on your program. Nevertheless, with the
present run of affairs in show business,
a large deluxe motion picture theatre
cannot be operated solely on films.
Therefore, it is evident that the only
sensible thing to do, is to furnish stage
entertainment on a more elevated basis

34

EXHIBITORS HERALD

December 10, 1927

and to do this, it isn’t necessary that
you should spend a fortune on it.

Reports Are Refuted

Reports and rumors are constantly ap-
pearing in publications to the effect that
$60,000 and more is spent each week for
presentation in the deluxe theatres,
thereby cutting down the allowance for
booking of pictures to about $10,000 per
week. These figures are far-fetched and
any common sensed person can readily
see that with the exception of a theatre
like the Roxy it would be almost im-
possible to spend that much money on a
stage presentation. In fact, a deluxe
theatre of about 2,500 to 4,500 capacity
cannot gross regularly more than $55,-
000 per week at the most. So it is evi-
dent that this amount of money can
never be expended and still remain in
business.

Some time ago we printed an article in
these columns giving the exhibitors an
approximate idea of how much a stage
bandshow or a presentation policy pro-
gram would cost them. In this story we
gave quite a bit of information which
enabled the readers of this paper to learn
for themselves just how many motion
picture theatres, not counting the deluxe
houses alone, are offering this type of
entertainment.

We were advised by experts in the
business and this information comes
from very reliable sources, that if a stage
program including scenery and costumes
as well as the band and their personality
leader besides the specialty acts would
run over $15,000 a week that it would
be almost impossible to be able to con-
tinue the policy and make sufficient
profit to carry the house over dull
periods. This sounds more like common
sense and there is no reason why man-
agers of deluxe theatres cannot install
a presentation policy into their houses
at a nominal cost without jeopardizing
their average receipts.

Before concluding this article we wish
to bring home a point that should be
carefully considered before dismissing
it from your mind. That is, do not over-
feed your audience with too much of
the same entertainment. If you have a
high class theatre of the type such as

Balaban & Katz Chicago theatre or the
Roxy, New York, give them a diversi-
fied program of entertainment. By that
we mean you should make use of your
pit orchestra for an occasional musical
production and a prologue for any
worthwhile film that may be playing
that week.

In doing this it will enable you to
hold a unique spot as a leader in your
community and will enable you to keep
your audience satisfied by giving them
a little bit of class and a little bit of
popular entertainment.

There is no doubt that too much of
one thing spoils it and even perils the
policy by overdoing it. Just remember
one thing, that when you are dealing
with the public you are dealing with a
fickle class of people and as Abraham
Lincoln said, “You can fool some of the
people some of the time, and fool some
of the people all of the time but you
can’t fool all of the people all of the
time.” Those may not be his exact
words, but they express his meaning.

A1 Piantadosi
Turns Publisher

A1 Piantadoei, for years one of America’s lead-
ing song writers, has become a music publisher
with offices on Broadway. Joseph Whalen is
associated with A1 as general manager of the
firm and according to reports great things are
in store for the new publisher. Last week
Major Edward Bowes, managing director of the
Capitol theatre. New York, selected ‘‘Tired
Hands,” one of Al’s newest compositions, and
had David Mendoza, his musical director, play an
arrangement of it over the Sunday concert on
WEAF.

Galvan Is Installed

Don Miguel Galvan, Spanish personality leader,
is installed at the Texas theatre, San Antonio,
this week, as the new band director. It is figured
by the Texas that this handsome lad will prove
to be a magnet for the better class of Spanish
patrons with which the city is crowded. At the
opening performance of Galvan, Milton Feld,
Boris Moris, and Maurice Lawrence, were present
to witness his inaugural. Galvan received a
great ovation at the opening show.

STAGE SHOWS

( Continued from page 33)
who do their stuff in a Waltz dance. The number
is fairly good and draws a fair applause.

James Barnett next obliges with a trumpet solo,
“Sweetheart of Sigma Chi,” which he does up in
a nice manner, and which nets him neat applause.
Barnett was formerly director of the Marquette
Music Masters and knows his stuff.

The next number introduces the Durant Review
Quartette singing “Carry Me Back to Old Vir-
ginia.” The “foursome” is made up of two men
and two women and their voices blend nicely.
In their next selection they revert from the old-
time selections to “My Blue Heaven” accompanied
by the orchestra which goes over big.

Next the orchestra swings into the snatchy
melody of “Who Knows,” which is followed by
a Spanish dance by the Antis team in full Span-
ish regalia. The presentation ends with the
Durant Review Quartette singing “Carmenia” in
Spanish costumes which gives the finale some-
what of an operatic appearance and draws good
applause.

Stanley Gross, manager of the Venetian, who
aides Harry Allen in putting these stage pres-
entations across each week said that they have
been meeting with great success and are a great
aid in stimulating business. He offers this stage-
band policy two nights a week along with the
regular photoplay at an admission price of 25
cents and states that it pays. The presentations
are not unduly elaborate nor do they cost a
great deal, but they help to liven business on
Friday and Saturday nights.

Salt Lake Capitol

Week Ending November 24

The Capitol, managed by George E. Carpenter,
presented this week Fanchon and Marco’s colorful
and fantastic idea, “Dolls,” featuring Boyce
Combe, known as the “American Prince of
Wales.” Combe is a singer of note, who is
known throughout the United States for his clever
pianologues. His “Sneezing Song” especially is
outstanding.

Among other features warranting special men-
tion is the work of Mary Jane and Dolores, who
present an eccentric dance, which is radically
different. These girls obtained their idea from
the comic supplements of daily newspapers, hav-
ing taken the character of Felix, the Cat. They
used a costume made representing Felix. Mary
Jane climbed into the front legs and Dolores
into the back legs, and presented an amusing
dance.

Dolls of every country and kind were repre-
sented in this production. Raggedy Ann, the
Oriental Doll, the Baby Dolls and many others
were included in this act.

The Andrieff Trio, one of the most famed
organizations of its kind ever to come to this
country from Europe, offered some exceptionally
good numbers.

Alberti and His Band scored a new success
with their splendid rendition of Liszt’s "Second
Hungarion Rhapsody,” a number which was ar-
ranged by Alberti especially for this presentation.
The feature picture was Bebe Daniels in “She’s
a Sheik.”

Bennie Krueger

Feature Attraction
— at —

Balaban
and Katz

UPTOWN

and

TIVOLI

Theatres,
Chicago

Broadway’s Newest Personality Leader

LOU KOSLOFF

“SULTAN OF SYNCOPATION”

Ai Now Conducting Stage Bandshows at PARAMOUNT Theatre, New York.

al MARKELL and FAUN gay

“A LAUGH WITH EVERY STEP”

Featured with JACK PARTINGTON’S “FLORIDA” PUBLIX Unit

Week of Dec. 12 — CHICAGO theatre, Chicago, 111.

Week of Dec. 19 — UPTOWN theatre, Chicago, 111.

HELLER and RILEY are now playing the
B. & K. and L. & T. Chicago theatres.

Direction of MAX TURNER-
William Morris Agency

Originator of the New Organ SCRIMAPHONE PRESENTATIONS

Albert F. Brown

FEATURE ORGANIST

Alternating at the MARBRO and GRANADA Theatres, Chicago

All Solos Conceived by Albert F. Brown and Staged by RAYMOND Q. DALTON

REPRESENTS A NEW ERA OF DE LUXE THEATRE ENTERTAINMENT

UNIFORMS

FOR HOUSE
ATTACHES

COSTUMES PRESENTATIONS

BROOKS n4®;

' , ' 'l

k '

mm

LOIS MORAN

j£"*VER since her memorable performance as the young
O patrician in “Stella Dallas” one of the most acclaimed
and most sought-after of the younger players, Lois Moran has
been signed to an exclusive Fox contract in accordance with
the Fox policy of securing for your theatre the best the
screen affords as exemplified in lovely youth! Lois Moran’s
great popularity with the public will become an asset at your
box-office in her new Fox Pictures. Following “Publicity
Madness” she will be seen in “Sharpshooters,” with George
O’Brien, directed by J. G. Blystone.

No. 9 OF A SERIES

WHO PLAYS with FOX PROFITS with' FOX

EARLE FOXE

FOX recognizes that youth forms a large por-
tion of the screen’s audience and so encour-
ages youth to push to the front in the screen’s
leading delineations. Here is a young player
whom ever-growing popularity and genuine
talent have lifted from the ranks of a comedy
star to fill leading roles in important dramatic
productions. Earle Foxe has won thousands
of friends among the patrons of Fox pictures
and they will* be delighted with his acting
in “Ladies Must Dress,” in which he plays
opposite Virginia Valli.

■m

No. 10 OF A SERIES

m-

A

WHO PLAYS with FOX PROFITS

th FOX

December 10, 1927

EXHIBITORS HERALD

35

Chicago Norshore

Week Ending December 3

“Jazz a la Spooks” was this weeks show offered
by A1 Kvale and produced by Harry Gourfain.

Opening: Weird music is heard coming from
behind a street drop of a graveyard. Lee Barten
Evans and Pork Chop Evers, a blackfaced come-
dian, enter from opposite wings and bump each
other — 'Evans is supposed to be a Spirit and as
he sets Evers down and forces Evers to sing —
a Ghost enters and takes Evans place. This
was a little (prolougue to the regular show and
was well received.

Curtain then parts as orchestra in frog suits,
with a background of large frogs plays weird
music. At this point the Abbott Dancers
offer a nice routine. The house lights are
then extinguished as eight skeletons do a dance.
This is not a new idea but it received a good
hand.

Kvale then enters to a fine reception and leads
the band into an arrangement, “Dancing Tam-
bourine.” A1 plays a chorus here on his soprano
saxophone. During this number the green eyes of
the frog open and close.

Bernice and Emily (better known as Peanuts
and Popcorn) then offer some very good acro-
batic work which receives a very good hand.
They earned an encore but A1 begs for a little
time. While they were dancing the back curtain
was raised and it now parted disclosing Lee
Barton Evans seated at a table and singing “Just
a Memory." Evans has a fine voice ; as he sings
a curtain behind him is raised and a boy and
girl do a Minuet. Evans was very well received.

Howard and Linn, two girls, next enter in
bridal costume and sing. “Wedding Bells” and
then tell jokes for which they received a good
hand. They then sing a medley of old numbers —
at the finish yodeled and were well received.

Peanuts and Popcorn in cute romper suits offer
more of their acrobatic steps throughout which
they received much applause. Bernie Green, as
reported last week, continues to please his audi-
ence. He earned an encore in which he played
“Sundown” on his violin.

Lee Barten Evans then sings in his pleasing
way, “Climbing Up the Ladder of Love.” As
he sings eight girls enter, carrying ladders and
do a neat routine. Evans then enters bridge and
as he is singing the lights go out and the girls
in radium painted costumes do a routine on
radium painted ladders. This concluded the stage
show.

Des Moines Capitol

Week Ending December 2

A little bit of everything, served hot off the
musical griddle, made up the Jack Partington
stage show at the Capitol and therefore pleased
practically everybody who heard and saw the
show under the title, “Jazz a la Carte.”

Don Chamo, master of ceremonies for a two-
week period until Paul Spor, the new leader ap-
pears, played a violin solo with the band accom-
paniment. This young man, with the interesting
profile and the pleasant way with the violin, gives
evidence of splendid ability as a director. It
seems that the very quality of the music has
changed under his unostentatious leadership.

Featured in the stage show were six "Student
Prince” singers with charming voices. These
young men sang selections from the opera with
good effect. Rosemary, coloratura soprano, sang
pleasingly.

A1 and Ray Samuels, snappy boy steppers, pre-
sented some marvelously rhythmic dancing with
musical accompaniment of appropriate type.

Charles Rozelle, comedy musician, had a re-
freshing bit of original musical hokum which took
well. Paul Howard, acrobatic, dancing comedian,
and “Leonette,” popular little syncopator, gave
the audiences plenty of pleasure.

In the finale six grand opera singers and five
modern jazz songsters vied with each other in
putting over “the people’s choice.”

Herbert Koch gave a cleverly executed organ
number, “A Trip Through the Organ.” The uses
of the various stops with examples of the effects
made by each, proved very popular.

There was a color film. “The Bride of Penna-
cook, ' with a splendid orchestral accompaniment
and a Paramount news reel. The feature was,
“Man, Woman and Sin.”

Howard Atlanta

Week Ending December 3

“A Trip to Mars” is the merry presentation
at the Howard this week, proving to be the most
favorably received program the theatre has had
in quite a while.

The curtain went up on A1 Short and his

Melody Boys in an aeroplane, the side of which
is a miniature plane which rises to the sky,
leaving the interior of the plane with the or-
chestra to view. A clever arrangement and an
original idea.

A chorus of six girls, well trained, were liked.

Doris Rue, billed, as “Pep,” received a very
good hand with her aggressive and vivacious dance
steps. Clyde Oottom, comedy danseuse, drew a
good laugh.

Sherry Louise Marshall was recognized as an
able singer, rendering two songs from the musical
comedy, “Music Box Revue.” Ted Claire, come-
dian and songster, clicked first rate. Gardner
and Douglas, comedy dancers, brought their in-
dividual version of an acrobatic number.

The Loomis Twins, who were held over from
last week, were loudly accorded the best hand
of the bill. These two ten year old girls possess
all the earmarks of professional troupers.

Besides the regular presentation act, director
A1 Short, assisted by George Lee Hamrick, organ-
ist, gave the audience a musical program, con-
sisting of arias from the opera, “Luce de Lam-
mermoors,” with six local singers, Mabel Daniel,
Trumie Johnson, Ed Kane, George Baker, Ed
Wilson and Alfred Northam participating.

Fort Wayne Riley

Week Ending November 26

The Bell’s Famous Hawaiians in “A Trip to
Honolulu” proved to be a fine stage attrac-
tion and received a wonderful reception. The act
is opened in a way that speaks of big-time stuff.

A motion picture in natural colors depicting
the wonder of the beautiful Pacific possessions
is an outstanding feature and forms a natural
opening theme for the act itself. The act is
well staged, the scenery being beautiful and the
singing, instrumental and novelties introduced
are of a new variety and are interesting. The
organization carries with it a hula dancer who
in time promises to give Gilda Gray something
to think about.

Chicago Marshall Square

Week Ending November 30

The stage show opened with the band playing
“Dawning” in good style with a few specialties
and was well received by the audience.

Dean Stevenson, band leader, introduced Bee
Sarche singing “Are You Happy,” later going
into a dance, with winning personality, gained
much applause from the audience.

Dean Stevenson next announced that the band
would play a popular number “Sing Me a Baby
Song.” A1 Lentz sang the chorus with a baby
doll in his arms, baby bonnet on his head, and
armed with a baby’s bottle tried to quiet it
(the crying being done by the cornet player) in
good comedy style, which went over big with
the audience. Received an encore.

Ruth Glanville, playing a saxophone, was next
using the popular numbers “I Can’t Believe Your
in Love with Me,” and “Under the Moon.” Be-
ing a good saxophone player she received a
thunder of applause.

The band again came to the front, playing the
popular tune “When Day Is Done” in good tune-
ful fashion which was well liked by the audience.

Barton and Young were next in an act called
“All in Fun.” This was a comedy number with
much monologue between the act and the men in
the orchestra and won a good hand for each.
This terminated the stage show.

Omaha Riviera

Week Ending December 1

Jimmy EHard in his second week at the Riviera
came into some of the popularity which he en-
joyed during his engagement at Des Moines. As
a soloist, he took on all comers in the form of
requests from the audience, and most evenings he
had a hard time getting away from having to
do his own singing to directing the stageshow.

Among his stars were Joseph Parsons, deep
basso, who pleased with his resonant tones ;
Douglas Wright and Company with “Spark Plug”
in a comedy skit : Charlotte Arren, who is tiny
in stature but immense in entertainment ; the
Eva Mascagno ballet of graceful dancers ; Roma
Brothers, artistic posers and strong men, accom-
panied by Olga Moreselli, violinist, and Scotty
Weston, tap dancer.

The whole wa6 combined into “Joy Bells” with
bells heard and seen in all settings and with a
bell number by the stagehand.

George Johnston at the organ played “When
Twilight Comes” and Frederick Schmidt and his
pit orchestra offered a musical setting to the
film “King of Sports.” Both forms of music
were well received. The feature film was Clara
Bow in “Get Your Man.”

Jerome H. Remick
& Co.

Spnd

GREETINGS

to our

Organist

Musical Director
and Manager
Friends

Through this column you
will learn of our activities
on our songs and slide
novelties.

Our Present Catalog

Blue River
I Told Them All
About You
Who Knows
Give Me a Night in June
Venetian Skies
Cobblestones

Write for our slide novel-
ties and presentation ideas
on the above and the new
hits as we release them.

J. H. Remick & Co.

219 W. 46th St.

New York, N. Y.

CLIFF HESS, Mgr.

Special Service Dept.

36

EXHIBITORS HERALD

December 10, 1927

New York Paramount

Week Ending December 9

The Paramount program this week opens with
the orchestra lead by Irving Talbot, playing
“Mignon.”

As the orchestra is lowered, to the tune of
“Mignon,” there apipears on the stage, in beau-
tiful costumes, the Paramount vocal and dance
ensemble who give a little dance and song. This
is followed by the appearance of Leonora Cori,
soprano, who’s pleasing voice brings her quite
some applause. She is accompanied on the violin
by Eugene Dubois, and the Paramount orchestra.
Some more of the dance ensemble appears doing
a lively gypsy dance accompanied by both the
vocal ensemble and the orchestra.

Jesse Crawford opens his organ concert with
a few strains from “The Storm,” William Tell
overture, from which he swings into several songs,
the words of which are flashed on the screen.
The songs played were: first, "It Was Only a
Sun Shower” ; second, "The Girl Who Lived Next
Door.” The third and last 6ong of the concert,
“My Blue Heaven,” is first played by Mrs. Jesse
Crawford on her organ on the stage and she is
later accompanied by her husband.

Next on the program is a stage attraction con-
sisting of miscellaneous presentations. It is en-
titled “Marching On,” and was devised and staged
by1 Jack Partington. The curtain rises on the
Paramount Stage Orchestra, in military costumes,
led by Lou Kosloff, who play several military re-
frains blended as one. A sort of a musical
comedy act follows with Walter Craig and Lila
Mann singing “There Will Be Only the Two of
Us” and about twelve of the Paramount ensemble
girls, dressed in blue satin overalls and wearing
large farmer hats, do a little dance accompanied
by the orchestra. The tune of “Just a Love
Nest” is also played during this act.

Next on the stage (the orchestra is still there
as an accompanist and a background) a very
comical presentation which brings loads and loads
of laughter and applause from the audience.

The Lomas Troupe, consisting of four men,
two of which go to make up a horse and the
other two are dressed in comical attire, do a
lot of comedy pranks which goes over great with
the audience.

With Lou Kosloff leading the band, they next
play, "Bye Bye Pretty Baby,” during which one
of the band boys sings a chorus of this number.

To the refrain of “Indian Love Call” Chief
Eagle Feather does an Indian tap dance, which
brought him lots of applause.

Next, we have a saxophonist, who is, they say,
the best or one of the best in this country and
abroad. Rudy Weidoff is the man who plays
several songs accompanied by the stage band.
These songs so pleased the audience that he was
forced to play an encore which was “Kiss Me
Again.” He was accompanied on "Kiss Me
Again” by the pianist of the stage band and
ended the song accompanied also by the entire
stage band.

We now come to the finale which starts off
with a song entitled “The Parade of Tin Pan”
6ung by Craig and Mann. This is followed by
the Paramount dance ensemble doing a few turns
to the stage band’s tune of “My Yankee Rose.”
Just before the curtain falls, the entire Para-
mount vocal, dance ensemble, stage band and acts
appear on the stage in costumes that are a
riot. A few of the ensemble are on stilts and
in very comical costumes.

Kansas City Mainstreet

Week Ending December 2

The Six Cracker jacks, billed as the fastest sing-
ing1 and dancing revue in vaudeville, was the
opening stage number at the Mainstreet this week.

Walter Vernon had a dialogue and novelty act.

Goss and Barrows were seen in vocal and dance
numbers, while Flo and Ollie Walters mixed a
bit of everything in their offering. Ossman and
Schepp had a novelty act.

Walter Davison and His Louisville Loons were
seen and heard for the twenty-third consecutive
week as the stage orchestral attraction. The
overture consisted of popular selections.

Chicago Sheridan

Week Ending December 4

A good combination show, produced by Roy
McMullen and Verne Buck and called “At the
Yacht Club” was presented as the stag© show
this week.

Opening: A fine scene of the ocean was the
setting and all the boys were in yachting suits
playing "You’ll Say Okay.” It was a mighty fine
arrangement.

Verne repeated the chorus on his sax, and of
course received a good hand. Bob Witt then
offered popular tunes on his uke and banjo to a
very good hand.

Helen and Mae Murray sang "Magnolia,”
“Highways Are Happy Ways,” and “Keep the
Home Fire6 Burning.” For their encore one does
high kicking while the other plays her uke. These
girls received a fine reception.

The orchestra then played a new fox trot —
“It All Belong to Me,” and Vemd played the
chorus on his violin.

John and Mary Jenning offered for their first
number a Waltz routine and then aji Argentine
tango. They were well received.

Burt and Lehman, two boys with smart chatter.
Thd one with most pleasing voice sings “I’m on
My Way Home,” and then they both join in
for “Positively and Absolutely.” For their encore
they nearly stopped the show with their comic
dance impression of the Dolly Sisters. They went
big here.

The Interpolation of the Largo Movement in
“Sailing On” from the New World Symphony
was next played very nicely by the boys. The
credit for this arrangement should go to Luce
Haitt.

Babe Kane sang “What’ll You Do” and “The
Boy Is You and the Girl Is Me” (chorus with
Verne). Together they repeat the chorus and
then dance it. This went over big so Babe
sang( "Changin’ Those Keys.” She did a neat
routine which scored another encore for her.

Ackerman and Dick did a very good acrobatic
dance which was well received.

For the Finale Hal Hiatt, the Clarinet King
of the orchestra, played a request number of
“St. Louis Blues.”

Johnstown State

Week Ending November 26

The M-G-M News Weekly opened the perform-
ance followed by the Educational Comedy “A
Man and His Honey.” Then came the organ
specialty of Mack Edwards, who used “A Thanks-
giving Thought” for his novelty, on very clever
slides, featuring therein “It Was Only a Sun
Shower.” This novelty being in strict keeping
with Thanksgiving Week it went over big.

Then came the stage presentation, Hazel
Churchill’s Orchestra, in conjunction with “A
Musical Conservatory.” Opening like a conserva-
tory with a special setting, the orchestra went
into a special rendition of “Sam, the Old Ac-
cordion Man.” Doma Dale and Mr. Adar, two
specialty dancers, brought forth two dance novel-
ties which were well received, as was a banjo
specialty by Mr. Holt, who gave a rendition of
an old darky singing “Old Black Joe,” which took
the house by storm. Picture first half of the
week was “Pajamas,” and second half “The
Fair Co-Ed.”

Chicago Avalon

Week Ending December 4

“The Call of the South” was the title of this
week’s stageshow at the Avalon and Buddy Fisher
and His Musical Buddies played the old South-
ern songs in pleasing fashion.

Opening: Orchestra, dressed in Southern

Colonial style, behind 6crim playing “Swanee
River,” with a backdrop of the front porch and
entrance of a Southern mansion above and at
the rear of the band. Girls, attired in hoop
skirts, etc., in a tableau, in front of backdrop
and above.

The orchestra next played "Cradle Me Back
in Old Carolina” and Alexander and Swanson
followed with a ballroom waltz.

Next came the Lucille Sisters playing saxo-
phones. They also sang “Is It Possible I Love
Him ?” and did a ballet, followed by Frank
Sylvano, who sang “My Blue Heaven.”

The dancing girls, in blackface and gingham,
then came out to "There’s Something Nice About
Everyone, but There’s Everything Nice About
You,” with Gene Goodwin doing a black bottom.

Hazell Swanson then did a pretty fan dance
to “The Russian Lullaby.” This number drew a
very good hand. After some good tap and soft
shoe work by Alexander and Swanson, Buddy.
Fisher announced his first, and as yet unnamed
musical composition. This was rather complicated
but the melody was good and it was well played.

Johnny Grace sang, whistled, buzzed, and talked.
He seemed to be the best act on the bill.

For an unusually good symphonic Finale the
band gave “Let Us Waltz as We Say Goodbye,”
“Rock Me to Sleep in Dear Old Southland” and
“Swanee River.”

Observation : Besides being a good boost for the
6ong "The Call of the Southland,” the stage
show was as good as any here before.

ED MEIKEL’S

ORGAN CLUB

Conducted Each Week
at the

HARDING THEATRE, CHICAGO

SAM KAUFMAN

“The Painless Pianist ”

Now Conducting Stage Bandshows
at the new

MILLION DOLLAR LAWNDALE
Chicago’s West Side Deluxe Theatre

INIMITABLE

DON ISHAM

FEATURED ORGANIST

MARKS BROS., EMBASSY THEATRE, CHICAGO

Formerly with JENSEN Von HERBERG, JOHN HAMRICK and Other West Coast

Circuits

Featured Organist at B. & K., Oriental Theatre, Chicago

Who? MILTON CHARLES.

D

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columbia|

ffl I

P. S. In case my photo flatters me **hlame it on the RECORD *'

December 10, 1927

EXHIBITORS HERALD

37

*

f

I

I

FILM-O-KLOCK

For Clocking Motion Pictures

A Brand New Method that will Cue and
Time Your Own Films

ORGANISTS — MUSICAL DIRECTORS

$

I

t

#

I

«

#

Your special attention is called to the instructions
printed on this page that will enable you to make
a permanent musical score for the motion pictures
run in your theatre. Below we also give a brief
idea how this new method is to be used and for
your convenience we are reproducing the illus-
trated cover and one of the sample pages in order
that it may give you an idea what this method will
look like when you send for it.

Rudolph Berliner, chief musical score arranger for
the De Mille-Pathe Productions, has originated
this new device and besides using the same method
for the above producers he highly recommends it
to any theatre or arranger in the country.

From time to time there have been many cue-
matic music sheets for the purpose of timing films.
We do not care to discourage the use of these
methods. However, we know that our new system
will do a great deal towards eliminating unneces-
sary effort which will save you time and yet give
you an accurate musical score. In addition to this
it will enable you to show your theatre manager
some of your original ideas in preparing a musical
score for his film.

For your convenience we are also reproducing an
excerpt from a story written by A. Raymond
Gallo, Presentation Editor of Exhibitors Herald,
which appeared in the December 3 issue o f Exhib-
itors Herald.

a More£5

FfLM-fTTKLDCK

TIMING AND CUEING PAD

for

Organists, Musical Directors.eu.
II) RUJULPH BERLINER

Sic 2=

ZS£>n

Copies of FILM-O-KLOCK can be
had at your local music stores, or
by sending direct to the publisher.
25c per copy — Special rates in
quantities.

Excerpt from
EXHIBITORS HERALD

“The purpose of Film-o-Klock is to
insure accurate timing and cueing of
motion pictures by a simple method
which saves time and eliminates all un-
necessary effort but yet attains perfect
results.

Explains New Arrangement

“In order to convey the idea to the
musical directors in the de luxe picture
houses and organists who, in most cases,
do their own cueing we will give you a
brief idea how this timing is done. The
pad which is published in book form
contains 12 pages carrying columns of
minutes and seconds representing the
hands of a clock. The numerals on the
pad sheet correspond to the numerals on
the face of a clock.

“The large numerals denote minutes
and the small ones denote seconds. This
enables one to cue by minutes or sec-
onds or both.”

cMUAC PUBLI/HERy'**

KREJ\r BUILDING

./AN FRAN CUTO.

VOICE or THE

NAME OF PICTURE

THE COUNTRY DOCTOR MUSICAL SELECTION

Fade In Doctor Seated Beside Bed

The Fever's Broker

The WhccU Of His

SAMPLE

Momma (Pur Cprf No. l)Gn<a

Pmlode(0p .28 No. b Chopin

Two Prelude! ( Op- 2d No. 6) Cbopm

Will You Feroeoker (Sweetieartj)

Notice the above illustrations
show an exact reproduction of
the cover and sample page of the
new pad. Don’t be misled by
any other form of cue sheet.

38

EXHIBITORS HERALD

December 10, 1927

Chicago Harding

Week Ending December 4

Sammy Kahn calls his show this week “Cheer
lip," and opens with a band number, “Tomor-
row,” during which three members of the band
sing the lyric. It gets a good hand. Then the
comedian, George Riley, comes in to chat with
Kahn, for a few moments, then the Six English
Daisies, a dance team, come on to do a good
routine in the Tiller manner. The girls are good
and get a good hand.

Helene Helen follows with a number of bal-
lads, and her good stage presence and voice go
over nicely with the audience. Then the two nut
sailors. Mills and Shey, follow with their comical
acrobatic and gymnastic act. They have been re-
viewed before in these columns and are just as
good as ever. They get a good hand.

A band number of "Blue River,” is next with
Dem Clacey singing the lyric before a beautiful
stage setting showing a river and full moon.
Very pretty. The Six English Daisies enter again
this time singing "Halleluliah,” and doing another
good dance routine.

George Riley enters again to pull a few wise
cracks and to sing “It All Belongs to Me.” Then
Helene Helen comes on to help Mr. Riley with his
singing. Their song together is nifty.

For the finale the band plays “What’ll You
Do,” and Kahn sings it to each member of the
band and to each act as they come out for the
final curtain. It makes a clever finale.

Milwaukee Wisconsin

Week Ending December 3

This week’s presentation, “Fireside Frolics,”
opens with the Six Abbott Dancers in white
costumes doing a dance before the orchestra.
Setting is interior of house with snow falling
upon the roof, and as the six dancing girls
withdraw, the band leader in fur overcoat and
hat makes his appearance and introduces Bob
LaSalle.

LaSalle sings “That Might Mean Something in
Chinese But It Don’t Mean Nothing to Me.” He
has a fair voice and sings for an encore, "That’s
What I Think of My Mammy” with pantomime
roped in which draws big applause. He then does
an imitation dance of Pat Rooney, and as the ap-
plause continues, calls out his young daughter,
who gives a clever imitation of her father imitat-
ing Rooney. LaSalle’s son is also called upon,
and the little shaver gives an imitation of
Georgie White. The act starting with one person
ended up as a family affair and went over big.

An impersonation of a series of chorus girls
in song is given by Laurel Lee whose voice is
nothing to rave about. She ends up her songs
with a bit of dancing which nets her fair applause.

The next number finds the Abbott Dancers in
a hot number in which the girls wear purple
wigs, and red costumes with one leg of each
clothed in a checked pantaloon. The number is
unique, and these six dancers which we are told

are a brand new six from the ones which were
on the Wisconsin stage a week ago, are clever.

Moss and Frye of “How high is up” fame
tickled the funny bone of the audience for the
next 10 minutes. These two boys kept the audi-
ence in constant good humor with their continual
patter. They endl up with singing, “As Long
As You Love Me Today.”

"I Told Them All About You” is the next
number by the orchestra with Billy Meyers sing-
ing the chorus and as usual drawing nice
applause.

The finale is put across in a clever manner
with the members of the orchestra taking their
departure off the stage one by one as the porter
brings their coats to them, while those remain-
ing continue to play, “I’ll Just Go Along and
Singing a Song the Livelong Day,” until only
one musician and the director are left, and they
engage in a bit of humor before the curtain drops.
Meyers sings the song through first, however,
before the orchestra members leave the “house
party.” The entire presentation was only fair
as compared to others which have been staged.
The photoplay is Norma Talmadge in “Camille.”

San Antonio Aztec

The Aztec, for the past two weeks, has dis-
pensed with the stagehand, presenting spot acts
in front of a black drop, with the orchestra work-
ing in the pit exclusively.

The Enda Park Company, a small skit organ-
ization, very popular in San Antonio because of
previous engagements, offers this week a one act
comedy playlet called "Beg Pardon.” It goes
well with the audience, having an O. Henry end-
ing that puts them in deep laughter.

Lindsay Coons, tenor, is held over for a third
week, and works in front of the drop in a spot
orchestra number. Suzanne Franz sings “Kiss
Waltz,” and “Night in June.” She has a stately
appearance on the stage, and goes okay. Lez
Demarre and Mair, classical dance team, and
Lucile Watson, blues singer, offer entertainment
in their line.

A1 Evans, featured organist, presents an organ
playlet song production, assisted by members of
the cast of spot acts. It is worked with scrim
and soft lights, and goes great.

Boston Metropolitan

Week Ending December 2

Jack Partington’s “Steppin* High” was the
stage show. ..“Gounod Melodies” was the over-
ture played by the Metropolitan Grand Orchestra,
assisted by Frank MacDonald, violin soloist, and
the vocal ensemble.

Instrumental ensemble was composed of pupils
from the New England Conservatory of Music.
“Ave Maria,” featuring a violin solo and choir,
was most effectively rendered. The regular
Arthur Martel organ solo was called “Reflections,”
and featured Irving Berlin’s “Together We Two.”

Gene Rodemich and the stage band opened the
production with a snappy arrangement of “A

TED LEARY

“The Versatile Master of Ceremonies”

Still Packing Them in at the

ik

STRATFORD THEATRE, CHICAGO

■a

A National Playhouse

RUBE SCHOLZ

FEATURED ORGANIST

SAXE’S MOJESKA Theatre ^waukee,

FLORENCE BRADY—

“ NOTHING BUT SONGS'

Now Featured in Bandshow Unit Touring
PUBL1X CIRCUIT

Direction — William Morris Agency Personal Manager — Marvin Welt

Night in June.” After them came Louise and
Andrew Carr, die dancing brother and sister,
who put on a novelty tap step. They were called
back twice, and danced a miltary tap and a jazz
step showing excellent teamwork.

Mr. and Mrs. Carr, the father and mother of
Louise and Andrew, then showed us how they did
tap steps twenty-five years ago. We could easily
see where the young folks got their talent. It
certainly runs in the family.

Ross and Gilbert next gave us a new concep-
tion of blues. The former gave a clever imita-
tion of a muted saxophone, and both sang a jazz
number with clever lighting effects showing only
their gloves, collars, and spats illuminated with
phosphorus while the rest of them appeared gray
like shadows.

Gene and the band played "On a Night Like
This,” a special arrangement by one of the mem-
bers! of the orchestra. Lew Fink in a return
engagement entertained us with comic dancing
and acrobatics. Nina Hinds and Pearl Leonard,
vocal harmonists, and Victor artists, sang several
jazz numbers.

Last came the Kikutas Japs', royal entertain-
ers from the land of the rising sun, and special
features of the performance. They did backward
somersaults, juggling, and gymnastic stunts that
thrilled the audience. Their remarkable grace
and agility is unequaled. The only fault we can
possibly find with them, is that their act was
not half long enough — we could have watched
them for hours more.

Picture was "Get Your Man” with Clara Bow.

Indianapolis Indiana

Week Ending December 2

The headline honors at the Indiana this week
go to a dozen Florida girls who are touring under
the Publix banners. They are said to have been
chosen for their beauty by Florida editors. The
governor of Florida is heralded as one of their
sponsors on their adventure into the realm of
theatrical and celluloid make-believe. They pro-
vide the ornamentation for another of the Jack
Partington productions.

They have little to do. but it may be said that
they are soothing to the vision and that the brief
moment they are on stage is worthwhile. The
Florida beauties represent Tampa, Miami and
other cities. They sing a little and after ex-
hibiting themselves in bathing suits retire grace-
fully from the vision.

Biilie Gerber sings and dances in a pleasing
way. Charlie Davis and his orchestra contribute
their usual quota. Chester Fredericks dances
vigorously. The Giersdorof Sisters evoke cheers
with their singing. A1 Markell, an eccentric
dnacer, is by far the best bet of the Partington
production. He ranks high in his field. The
audiences were much diverted by him.

Kansas City Capitol

Week Ending December 2

“Go Easy Mabel” was the title of the musical
farce presented at the Capitol this week by the
Bert Smith Revue Company, permanently at-
tached to the theatre.

Billy Van Allen was featured as the male lead
and was seen in several vocal and dance num-
bers, while Vi Shaffer did more than her share
as the feminine lead in dancing and singing.
Chuck Hoback also was featured in several vocal
numbers.

The Broadway Beauty Chorus was a frequent
visitor on the stage, while the Golden Gate Four
responded to many an encore during the week.

Billy

Randall

the

“Singing-Dancing

Violinist”

STILL PLAYING

DeLnxe Picture
Houses.

Now Touring MARCUS LOEW CIR-
CUIT.

Just Completed Another Tour of
PUBLIX.

Direction — Wm. Morris Agency

December 10, 1927

EXHIBITORS HERALD

39

Brooklyn Mark Strand

Week Ending December 2

Irving Aaronson and His Commanders wound
up their present engagement by putting over
for their third and final week a well balanced
act which combined song, dance and band music.

Nine minutes was given the Famed Mark Strand
Orchestra at the start of each performance in
which to do Nicolai’s overture from “Merry Wives
of Windsor.” This was a straight orchestral
presentation, preceded by a film trailer, in which
no individual musician was featured. Lights
were as follows : magenta ceiling spots, blue
borders, blue side strips, bridges violet on draw
curtains and side ; dome 2 amber floods on
orchestra, white at finish.

The second presentation was a ballet number
to the music of “Berceuse” from Godard’s
“Jocelyn,” in full stage, by 10 girls of the ballet,
while Sascha Kindler, first violin, played the
number as a solo standing beside his chair in
the pit. The set consisted of 2 chiffon arch drops
backed up by a solid drop of the same material.
There was a front scrim drop between audience
and the dancers upon which was thrown a blue
flood. The lighting on the set itself was of the
same color. The dance was of the “nature” kind
with girls in drapes and required 6 minutes. An
orange spot was on the violinist from the dome.

Fabiano, who plays a violin in the orchestra,
stepped out on the apron of the big stage with
his mandolin and played first “From the Oane-
brake” and followed it up with “My Blue
Heaven,” taking up altogether 4 minutes. He
was spotted from the dome by an amber.

A novelty dance number followed called "In
Silhouette,” which disclosed a circus set row of
six hoops covered with transparent paper, behind
which were members of the ballet. By means of
back lighting the shadows of the girls showed
plainly upon these paper hoops. After they had
gone through some silhouette business, Danny
Lipton, buck and wing dancer, made his entrance
in a fast number and the girls broke through
the hoops to join him. This presentation took
up 5 minutes.

Aaronson and His Commanders were given 23
minutes in full stage, with a routine as follows :
“Just a Memory,” by the band, as a trom-
bone solo, tenor solo and violins; “Swanee River
Trail” by a vocal quintette; “An’ Furthermore,”
another band number ; “Cielito Lindon,” an
Italian folk song by Salvatore Oibelli ; “Three
Trees,” a comedy song by Phil Saxe, and the
finale by “Red” Stanley, the Mark Strand Dancing
Girls and the band boys.

This whole show was 1 hour and 58 minutes,
with the feature photoplay taking 1 hour and
4 minutes, and the balance going to the rest of
the show.

Kansas City Midland

Week Ending December 2

The Midlanders, with A1 Moore, in “Hello
Kansas City,” were the stage attraction at Loew’s
Midland this week. Maureen Englen, who was
billed as an Indigo Blue singer, lived up to that
reputation. The Breen Brothers, dancing stars of
George White’s Scandals, were seen in dance
numbers while Badger and Mueseler had a banjo
and singing act which was done from the ele-
vated orchestra pit at the piano.

Loew’s Midland Rockets, the Marie Kelly Girls,
were seen in frequent chorus numbers and dance
novelties.

Dave Rubinoff, violinist and director of the
Midland Concert Orchestra, also was seen on the
stage in four violin selections, the last two num-

Dick Marjorie

MAXWELL & LEE

“Just Jesters”

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Now Playing

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bers being encores most nights during the week.
Popular selections were played as the overture.
Hans Flath offered an organ novelty, illustrated
by slides, titled “My Sweetie.”

Pittsburgh Penn

Week Ending December 3

John Phillip Sousa and his Band at a picture
house for the first time in Pittsburgh, at the same
time the first concert attraction to play a picture
house caused quite some excitement and furore in
amusement circles, which reflected favorably at
the box-office, also.

Sousa played numbers which pleased all. Start-
ing with “Washington Poet” followed by “El Cap-
itan,” the third number was a cornet solo, the
band and house organ, played by Cyril Guthro,
accompanied the eoloist and at the finish the
volume of full band and organ in one harmoni-
ous blend of melody brought the house down
with appreciation.

Two more of the march king’s marches fol-
lowed and then Majorie Moody sang two numbers,
“Italian Street Song” and “Cornin’ Thru the
Rye.” “U. S. Artillery” followed and; for the
closing the immortal “Stars and Stripes” as only
Sousa can play it.

Don Albert with the symphony orchestra started
the show with “2nd Hungarian Rhapsody,” which
was well applauded. Dick Liebert had a novel
organ solo assisted by Fred Dempsey. The feature
was “Topsy & Eva.”

Philadelphia Fox

Week Ending December 3

The Fox celebrated its fourth anniversary with
a diversified bill on which the colorful Oriental
fantasy “The Feast of Lanterns,” by the Honor-
able Wu and an entire Chinese cast, was the lead-
ing act. There was a grace and charm about
the whole performance which, added to the re-
splendent and gorgeously embroidered Chinese
costumes and the beauty and taste with which the
whole act was staged, made a decided appeal to
the audience and proved one of the most artistic
and satisfying acts shown here for a long time.
The show ran as follows :

Overture: “Southern Rhapsody,” with William
A. Krauth conducting.

Opening: Mr. Wu, appearing in a rich green
Chinese costume before a drop curtain depicting
an oriental vista seen through the arches of a
temple, opened the act with a song. A number
of Chinese men and maids filed on to the stage
following a beautiful Chinese girl in a jinrikisha
who joined Mr. Wu in a quaint duet “My China
Lady."

Two Chinese girls in richly embroidered orange
costumes danced before a dark drop, after which
two more girls with fans sang "Just Once Again.”
Their voices were sweet and rhythmical and there
was not a trace of oriental accent. The curtains
parted while Mr. Wu in a gray embroidered robe
sang again in a deep, pleasing voice.

Then twelve couples, the girls in gayly colored
kimonos and flourishing large fans, staged a clever

song and dance act to the music of “Florodora.”
This was a most colorful and delightful number.

Then the entire cast, the girls in abbreviated
dress, the men in blue costumes with red sashes,
gave an exhibition of “Black Bottom” and
“Charleston” dancing, with Mr. Wu acting as
master of ceremonies, as each member of the
company did some individual steps.

It was a decided novelty to see the colorfully
costumed Chinese step the modern dances and to
hear the bobbed haired Chinese girls sing the syn-
copated! melodies without the slightest trace of
accent.

Fred Vail and Harry Stewart, dressed as twins
in brown suits, did some clever soft shoe, unison
and eccentric dancing and put across their act
in splendid style.

Blossom Seeley, the other headliner on the bill,
advertised as America’s Greatest Exponent of
Aristocratic Syncopation,” proved a decided dis-
appointment. The term “Aristocratic” is certainly
a misnomer, for by no stretch of imagination did
the act suggest aristocracy of any kind. Her
voice is harsh and lacking in melody and the
“blue” songs she sings have no particular appeal,
in! spite of continued harping about the South
and Dixie. Accompanying Miss Seeley was Benny
Fields, who sang a rather clever ditty about
“Rufus Lindberg Chamberlin Johnson Jefferson
Washington Lee.” Phil Ellis and Charles Bourne,
two excellent rhythmic pianists accompanying
Miss Seeley, received a good hand.

There was an excellent Movietone representing
German soldiers playing their instruments and
doing the goosestep.

The cinema feature was “Ladies Must Dress.”

Pittsburgh Grand

Week Ending December 3

The Stage presentation this week consisted of
three acts going on one after the other, as a
vaudeville show, without any effort to blend then*
into what is known today as the picture house
presentation policy of booking acts, taking their
best numbers and forming a sort of revue run-
ning twenty to thirty minutes as one act.

Perhaps the management does not care for the
new trend or maybe the customers like the
Grand’6 way better, at any rate week in and week
out the acts are presented in front of the same
eye, or rather there are two, a gold one and a
black one, alternating, probably while the other
is being cleaned. The management also has a
novel way of presenting the name of the acts.
An easel is placed at the side of the 6tage, just
before the act is presented a card is placed on
the easel, and the light is turned on (sometimes)
and the act goes on.

Rose and Arthur Boylan first, doll dance first,
followed by an acrobatic jazz dance. Very good.
This act played the opposition house four weeks
ago.

Canzano, second, accordionist, average, playing
tunes in well known vaudeville style. Fair.

Third and last, Foster, Fagan, and Cox, who
were by far one of the best acts to be seen here
in weeks. They have an unusual delivery.

SOLD $1,000,000 worth of CHICAGO REAL ESTATE (not county acres)

to your friends in the profession. Now presenting for your approval

MARQUETTE ROAD TERRACE

67th Street and Crawford Avenue

With all improvements in and ready to build on NOW. HOW ABOUT YOU?

CARME ROMANO

10 South LaSalle Street (Realestator to the profession) Chicago, 111.

ARTHUR RICHTER

SOLO ORGANIST

WISCONSIN theatre, MILWAUKEE

RAMON BERRY

Featured Organist
ALAMO THEATRE, CHICAGO

Photoplay and Solos a Specialty

EXHIBITORS HERALD

December 10, 1927

40

New York Roxy

Week Ending December 9

Opening:: The selection “Songs My Mother

Taught Me/* was played by Lew White at the
organ. Unfortunately this beautiful melody was
drowned in the hum and buzz of the people, rush-
ing for seats.

Overture: A new attraction in this line was
presented by the Symphony Orchestra — a fantasy
entitled “Twenty-four Dollar New York.” The
screen was used to show the comparison in the
present New York and that of three centuries
ago. A large ensemble of New York “types” on
the stage made the showing very realistic. This
was aided by the Ballet Corps and Russell E.
Markert’s Sixteen American Rockets.

The Ballet Carp danced Les Boutons de Roses
in very stunning costumes, followed by Bizet’s
“The Pearl Fishers,” sung by Douglas Stanbury
and Harold Van Duzee, with a background of the
sea in motion pictures.

Marie Gambarelli appeared with band boxes,
from each of which she extracted a hat suitable
to her dance. “The Beautiful Blue Danube” was
exquisitely represented by the Ballet Corps in
sheer blue costumes, assisted by the chorus in old
fashioned dress.

Russell E. Markert’s Sixteen American Rockets

met with great applause. It seems safe to say
that they are easily one of the best ballets in
New York.

Jeanne Migrnolet sang from a box as the clos-
ing number, Victor Herbert’s “The Italian Street
Song,” assisted by the ensemble.

Chicago Chicago

Week Ending December 4

“Herbertiana,” Spitalny’s Glorious Orchestral
Feature this week, was enhanced immeasurably by
the work of a viola soloist named Robert Dolejsi.
This artist played that beautiful and well liked
melody “Kiss Me Again” to perfection.

The Pep Stageshow of the New South titieu
“Dixieland” started off with the Kentucky Jubilee
Choir singing some mighty nice songs in a scene
which looked like a cotton field. After this Jules
Buffano entered and directed his boys in a* beauti-
ful waltz tune, “Charmaine,” so that those two
handsome Georgia peaches, Stanley and Lee, could
show the audience some pretty waltz steps.

Edith Griffith, an uncommonly striking indi-
vidual, sang “At Dawning” in an unexpectedly
big voice for such a little girl and she and Jules
worked well together in this and her following
number, “He Won't Say Yes, He Won’t say No."

Then Morris and Rapp, two exceptionally swift
steppers, held the attention of the audience
through demonstrating some new steps which
seemingly required a lot of hard work to ac-
complish.

As part of the Southern scene, a large water-

melon hung overhead and this was effectively
cut with a huge knife and in the back half were
the Kentucky Jubilee Choir and their negro
spirituals were entertainment deluxe.

It was a lucky day for the audience at the Chi-
cago this week when Jules Buffano happened to
come upon one of the theatre personnel doing the
Charleston for his own amusement and persuaded
him to take part in this week’s show. Harry
Lainont was that individual and aside from it
being absolutely necessary to have a Charleston
dancer in a Southern revue this boy’s Charleston
dance is so good that it would fit on any bill.

Joe Penner, a former musical comedy star, and
putting over the most nonsensical act this reporter
ever witnessed, immediately started the audience
laughing through his comical way of being intro-
duced and kept them in that state all during his
presence on the stage.

“Cradle in Carolina” was then played by the
orchestra for the finale, with all but Penner’s
participation and it was a source of great pleasure
to see Jules at his very best this week.

New York Capitol

Week Ending December 9

The attraction this week was again Walt
Roesner and his Capitolians. The picture “Man,
Woman and Sin,” was aided by Dr. M. Mauro-
Cottone at the organ, and the Grand Orchestra,
under the able direction of David Mendoza ren-
dered selections from Pagliacci.

Murray and Alan opened the presentation with
the ubiquitous violin looming large. Teddy Joyce,
who seems gifted with a surplus of double joints,
aroused hearty applause by his skating antics.
So realistic were his movements that the air
seemed suddenly to become chill. A roar of
demand for an encore was answered by original
bodily contortions to a sympathic orchestral ac-
companiment.

Peggy English then rendered “Did You Mean
It When You Said You Loved Me ?” and a sen-
timental melody with a refrain in the manner
of “What’ll You Do.” George Tapps gave an
animated marine dance of rare delicacy and skill.
Charles Gregory proved that there is something
new under the sun in his manner of extracting
music from such unromantic media as a saw, a
piece of bladder, an automobile tire and a bicycle
pump. He received his just meed of applause.

Two patriarohial prophets, carrying lyres and
calling themselves liars, sang of fabulous personal
exploits. They were Murray and Alan. Their
encore number in which they appeared as
Egyptians, carried the audience through their
several reincarnations by means of the song
“Three Thousand Years Ago.” Comparisons were
decidedly odious and humorous.

Joey Ray stepped from the orchestra and de-
lighted his listeners with a song of plaintive la-
ment “Cobblestones.” A word of appreciation
for the scenic setting is in order.

Once more the Chester Hale Girls and their

COSTUMES FOR RENT

PAUL ASH uses a set of PARAMOUNT Costumes each week at the ORIENTAL
Theatre, Chicago. We will Rent same outfits to OUT-OF-TOWN THEATRES

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

BERNARD COWHAM

Oriental Theatre, Milwaukee

Am too busy reading “The President’s
Daughter” to write an ad this week

HARM and NEE

Brfmt 1

“Those Two Cadets 99

Now Playing B. F. Keith and Orpheum Circuits

. ‘ • aH in.

Direction — Earl & Perkins, Chicago

versatile leader pleased in a ballet of brilliant
hues, and a jungle scene exotic and original. A
pantomime of Beauty and the Beaet in which a
hideous gorilla carried to his lair an exquisitely
feminine creature amid the agitations of her
sister Zulus, was unusually well put on.

Chicago Uptown

Week Ending December 4

Bennie Krueger and his boys are back on the
job and offer “Danse Caprice” as their first show
after their vacation.

Opening: Orchestra in colonial costume behind
scrim, play “Are You Happy?” until Jackie
Heller enters. He then sings and plays same
number on uke. Krueger then enters to a good
hand from opposite side playing same number on
saxophone, after a fine hand, the orchestra plays
a red hot number called “Black Mania.” Four-
teen girls of the Albertina Rasch Ballet offer a
very fine routine for which they were very well
received.

Crandel and Marley, two clever young ladies
introduced as the Muffet Twins, next offer an
original comedy ballet dance that had the house
roaring with laughter. They earned another
encore.

Laura Hoffman sings in a beautiful voice “C’est
Vous — It’s You” and “The Italian Street Song.”
She was forced to encore the last number. The
orchestra then offered a fine arrangement by
Victor Young of “Blue Heaven,” chorus of which
is sung pleasingly by Jackie Heller: Jackie and
Krueger play second chorus on the uke and sax
respectively. This was very well received.

The Rasch Dancers enter in striped suits and
offer the “Zebra Strut,” a novelty dance that
received a very good hand. Cy Landry follows
with his comedy dance and wins two encores,
as the Rasch Dancers do a neat routine. Laura
Hoffman then sings a beautiful number, “Moon-
light and Roses.”

The dancers exit and curtain on bridge rises
disclosing the girls, posed in pretty arrangement.

Observation : The folks seemed very glad to

have Bennie Krueger back.

Kaley Composes Two

Charles Kaley. leader alternating between the
Granada and Marbro theatres, has ventured into
the song composing field. He has written two
very nice numbers, “Just Love Me” and “Please
Tell Me.” They both sound like hits. Irving
Berlin is the publisher. Kaley also recorded
these numbers for Columbia.

Le Maire at Capitol

Rufus Le Maire, producer of the successful
musical revue, “Le Maire’s Affairs,” will open
at the Capitol theatre, New York, next week.
Le Maire’s first Capitol production, now under
way, will be a revue, “Le Maire’s Minstrels.”
Later he will present “Le Maire’s Affairs,” in tab.

BENNY and WESTERN

AND THEIR

WHISK-BROOM DANCE

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LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

December 10, 1927

EXHIBITORS HERALD

41

Up and Down
“THE ALLEY”

By LARRY SPIER

Place another feather in Chicago’s Cap!! I. Jay
Faggen is out there with his Savoy Ballroom. . . .
Music men, always welcomed and made to feel at
home. . . . For years, having been associated with
the Roseland, Arcadia, and Savoy Ballrooms in
New York, he was at all times the friend of the
song plugger, and the “alley” is sorely going to
miss him. But “what is one man’s loss, is an-
other's gain.” Our only consolation is in knowing
that our brothers in the middle west, will have
a true friend in I. Jay Faggen.

# » *

At The Parody Club

Lou Clayton: “Do you file your finger-nails”?

Jimmy Durante: “Naw, after I cuts dem, I
trows dem away.”

* * *

Jack Osterman, youthful creative genius is now
doubling from the Artists and Models show to the
Casa Lopez, as master of ceremonies. . . . Great
kid, Jackie. . . . Only twenty-five years old with
a marvelous future. Can remember the time he
was the only chap in my class at school with a
clean collar .... (besides myself, of course).

* * *

Overheard a song plugger remark to some of his
brothers in misery. “My idea of the Eternal City
ds Chicago with its marvelous plugs ; New York
because of the cheap taxi rates to get to the
plugs ; Albany for lack of competition ; and
Cleveland because of Larry Norett’s music
counter.” . . . “Yea Bo, we agree with you !

* * *

With Lou Kosloff at the Paramount theatre
these days. New York is getting its first glimpse
of the Chicago style band presentation. With a
few more Lou Kosloffs and Jesse Crawfords in
this locality, we might be able to sell some sheet
music.

* # ❖

The busiest worker along the “alley” is none
other than Nathaniel Shilkrct; known affection-
ately to his playmates as “Nat.” Besides being
the holy show at the Mark Strand theatre, he
selects the tunes for the Victor Co. ; has five
orchestras of his own that record for the Victor;
directs the Maxwell House Coffee, Eveready and
General Motors orchestras on the radio each week
and makes most of his own arrangements for
these different combinations. Paul Whiteman told
him a few days ago, that all he needs now, to
keep himself occupied, is a job in a night club.

* * *

It might interest the followers of Sid Berman
(across the page from me) to know that I have
arranged to have that telephone of his discon-
nected ! Has he ever used it to call you up ?
. . . Well, that’s why.

* * *

A certain well known orchestra leader from
out of town dropped into a popular restaurant
along the “alley” the other night for supper.
After finishing his meal, he was approached by
the proprietor and asked how he enjoyed the food.
“Everything was delicious” declared the baton

slinger, “only I was terribly disappointed.”
Pressed for an explanation by the owner, he

declared, that he had heard so much about this
particular restaurant and having made a point of
eating his first New York meal in there, he was
terribly disappointed. . . . He didn’t find any
bullets in the soup.

* * *

Maurice ffpitalny (Cleveland’s Lothario) was in
town last week giving the music publishers the
glad hand. Spitalny is the Paul Ash of Cleve-
land, so you can imagine the extended mitts he
received along the “alley.”

* * *

Sam Coslow, my partner, said to me yesterday
afternoon, very indignantly — “Are you gonna be-
lieve me, or what you saw ?” Such is a partner-
ship ! ! !

Tunefully yours,

—LARRY SPIER.

They Change Manuals

Henrietta Jordan is now the featured organist
at the Crawford theatre, Chicago. Walter Wright
is now the featured organist at the State theatre.
Charles Shook, formerly organist at the Madison
Square theatre, has swapped jobs with Jules Lau-
rey, organist at the Knickerbocker.

ORGAN SOLOS

Henry B. Murtagh (Chicago Chicago) was a
regular Santa Claus this week and treated his
audience by playing for them Mendelssohn’s
“Rondo Capriccio.” After the applause subdueu,
he entertained those who might care more for
the popular refrains with songs such as "Blue
Heaven,” “Just Another Day,” “Give Me a Night
in June” and then trekked back to that good old
piece “In the Good Old Summer Time.” As a
special supper hour number Dean Fossler, feature
organist, played most splendidly, “Firefly.”

Chauncey Haines (Chicago Norshore) presents
as his organ solo this week Rachmaninoff
“Prelude in C Minor” and "Schbert’s Military
March.” The Norshore audience must appreciate
good music for they gave Haines a big hand.

Dick Liebert (Pittsburgh Penn) has a great
one this week. Slides start on “Blue Heaven”
when hammering is heard. Dick asks what is the
idea and man on stage dressed in work clothes
(Fred Dempsey) cross fires with gags for about
three minutes. Usual invitation to sing song
follows with Dempsey singing two choruses of
“Blue Heaven” to big results. The unusual part
is having the organist talk lines, which was done
well by Dick.

Louis Webb (Chicago Marshall Square) had a
special set of slides made to portray his trip to
New York, meeting theatre owners and ticket
speculators. This eventually ran into a com-
munity stunt. He used the popular number
“Hallelujah,” “Desert Song,” "Are You Happy,”
“Moonlit Waters” and “Under the Moon.” The
house was only half full but it seemed that
everyone who was there sang. Webb has an
appreciative audience to play to, and returns to
this house after an absence of nearly a year.

Bernie Cowham (Milwaukee Oriental) one of
the best liked organists in Milwaukee, pleased
the crowd of patrons at the Oriental with his
playing of “A Doll Fantasy,” “A Waltzing Doll,”
and “The Doll Dance.” Three dancers on the
stage did interpretative dancing while he played,
a combination which was well done and which
received much applause. The Oriental is the only
suburban theatre in Milwaukee to have a little
symphony orchestra, alternating in playing with
the organ. Nicholas Semascho, Chicago, has been
guest conductor for several weeks.

W. Remmington Welch (Chicago Tiffin) offered
a solo called “Definitions.” The solo is taken
from Ccolidge’s famous statement “I do not choose
to run,” using the word choose. After using
slides depicting a dictionary and giving the defini-
tion of choose he picks a song and chooses to
hear his audience sing it. All this was played
to incidental music. It ran into a community
sing with these songs: “Blue River,” “Katy
Did” and “Give Me a Night in June.” This is
a great community house and solos go over big
the way Welch puts them on.

Leonard Salvo (Chicago Highland) offered this
week a medley of popular songs using “Flapper-
ett,” "Annabell Lee,” “La Boheme,” along with
a set of special slides to depict his arrival at
this theatre. Salvo has a fine instrument to work
with in1 a beautiful neighborhood house, and I
believe that when his audience gets to know him
better he will have a large following. He closed
his solo with the ever popular “Highways Are
Happy Ways,” running into a community stunt.

Eddie Hanson (Chicago Uptown) offered “A
One Man Show” in which he used News Notes,
Pictures and Southern Memories — all on comic
slides. He then requested everyone to sing “A
Night in June,” “Sing Me a Baby Song,” “Bro-
ken Hearted” and “Just Once Again.” He was
very well received.

Monthly SLIDE news

for and. about theOBGANIST"^^

54 W- RANDOLPH' &T, CHICAGO

SMLM

BREAKING ALL SALES RECORDS

“My Blue Heaven” ( Leo Feist).

BEST SELLERS
Week Ending December 3rd

“The Desert Song” (Harms).

“Song Is Ended” (Irving Berlin).
“Charmaine” ( Sherman-Clay).

“Broken Flearted” (DeSylva-Brown
& Henderson).

THOU SWELL— (Harms, Inc.)— One of the
outstanding songs from “Connecticut Yankee,”
the big New York show, but this particular song
looks typically Chicago and should have a big
sale in this section. Written by Rogers and Hart,
two of America’s greatest show writers.

* * *

NIGHT CLUB ROSE — (Leo Feist, Inc.) — A story
of the cafes in song. The first of its kind since
that big hit “Broadway Rose.” Lyrics by Billy
Rose, music by Anatole Friedland.

* i * $

HOORAY-HOORAY IT’S RAY-RAY-RAINING
— (Shapiro-Bernstein & Co.) — A funny comedy
song that was started by Eddie Cantor in the
“Ziegfeld Follies.” A pleasing tune by Howard
Johnson, A1 Sherman and Charles Tobias.

# # *

COBBLE-STONES— (J. H. Remick Co.)— A hard
road to home but worth while traveling. A home
song written in a different vein. Words and
music by Sidney Clare and Lew Pollack.

* « *

OH LOOK AT THAT BABY— (Ted Brown Co.)

— Another baby song for the little girl acts. As
there are enough of them doing this type of song
we recommend it. By Walter Hirsch, Bennie
Krueger and Joe Verges.

# * #

DE-DUM-DUM — (Harms, Inc.) — The hit song
from “A Night in Spain,” now playing in Chi-
cago. Lyrics by A1 Bryan, music by Jean
Schwartz.

* * *

FLAMING RUTH (Henry Waterson) — The
first song written about our female “Lindbergh.”
Miss Elder has enough admirers that will buy a
song about her. A well written lyric and a
good tune by Ev. E. Lyn, A1 Bryan, Billy Axt
and David Mendoza.

* * *

SONG OF HAWAII— (Villa Moret, Inc.)— The
title explains everything. Palm trees, ukuleles
and not overly dressed women. By Merton H.
Bories and Paul Corbel 1.

* * #

I’VE GOT NOTHIN’— YOU’VE GOT NOTHIN’
—WE AIN’T GOT NOTHIN’ TO LOSE— (Shapiro,
Bernstein & Co.) — A cheer up song and how true
after all, we really have nothing to worry about
especially the writers of the song who have noth-
ing to lose, Benny Davis, Pete Wendling and
Irving Maslof.

* * #

YOU CAN TELL HER ANYTHING UNDER
THE SUN — (Henry Waterson) — A comedy song
written around the recent hit “Under the Moon.”
A very funny lyric and a suitable melody. Words
by Monty Siegel and Jack Meskill, music by
Herman Paley.

* * *

BEAUTIFUL— (Milton Weil Co.)— A raving
song about a raving beauty. This brand new song
already in demand might be beautiful for the
publisher. By Haven Gillespie and Larry Shay.

* * *

I FELL HEAD OVER HEELS IN LOVE—
(Leo Feist, Inc.) — The big London hit and Leo
Feist are the lucky publishers to get the Amer-
ican rights. Should repeat its success here.
Words by Donovan Parsons, music by Pat Thayer.

* * *

SWEET STRANGER— (Henry Waterson)— A

A very cute fox trot song on the order of Ain’t
She Sweet, with a lyric and an excellent melody
by Ted Snyder.

* * *

SAILIN’ ON — (Villa Moret, Inc.) — Taken from
the largo movement of the "New World Sym-
phony” by Dvorak.

Business is good. Thanks.

SID BERMAN.

42

EXHIBITORS HERALD

December 10, 1927

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

“SEVENTH HEAVEN ”

Jr costs 75 cents to see “Seventh Heaven”
at the Monroe, Chicago, and it’s worth about
one hundred times that amount. What I
mean is, that one spends about 100 times that
amount each time one sees a picture so good
as “Seventh Heaven.” I’m trying to say that
I have spent about 75 dollars on mediocre
pictures since I saw a picture as good as
“Seventh Heaven,” and I expect to spend
about that much more before I see another,
no matter how carefully I may select my
theatres and no matter how economically I
may arrange my budget. This figures out,
using a mean average of 50 cents for the
admission unit, about 150 pictures. Yes, I
think I see about 149 pictures between one
“Seventh Heaven” and the next. That makes
“Seventh Heaven” a pretty good picture,
which is what I’m trying to insinuate.

Now what I should like to know is why I
didn't know that “Seventh Heaven” is as
good as it is. Frankly, I strayed into the
Monroe because another theatre was jam-
med to the doors, and because I’d heard
an offside rumor that the picture was “very
unusual.” (Unusual, hell — it’s great.) Any-
way, lest others miss the treat for the same
reason, I hereby pledge myself to write one
of my original (and very rare) poems for
every individual in this industry who con-
vinces me that he honestly does not believe
“Seventh Heaven” to be one of the best pic-
tures on the screen in America at this writ-
ing. (Of course I reserve the right to select
my poetic subject, and to make it personal
if I wish.)

This “Seventh Heaven” is something like
the picture each of us dreams (or has
dreamed) that we would make if we had the
time, the opportunity and the good luck to
actually create that which lingers in the
backwash of the most sluggish imagination.
Directorially, it is the last word. Histrioni-
cally, it is an example for actors and actresses
to regard with studious mien and predatory
intent. Literally (by this I mean as concerns
the story of the thing), it is a plain narrative
with a whale of a kick. And if you care to
regard it, additionally, according to its vari-
ous other constituent aspects, it’s at least as
good in any of those as in these.

Janet Gaynor, whom I haven’t seen nearly
so regularly as I mean to, is two or three
notches beyond perfect in the feminine lead.
Charles Farrell is about the same distance
beyond the same excellent condition in the
male sector of the spotlight. And if the total

By T. O. SERVICE

population of the cast be multiplied by one,
that number of other perfect performances
will represent the net result and an accurate
statement of fact.

But why should I, with lumbering type,
writer, attempt to describe a picture which
doesn’t admit of description. For once, I
miss the newspaper writer’s prerogative of
telling you, simply, “Go see it.” Lacking this
prerogative, I borrow it for this occasion and
urge each one of you — whoever and what-
ver you may be — to go take a look at the
picture and see if I'm crazy. If I am, don’t
disturb me, for I’m very happy.

“MAN, W OMAN, SIN ”

If I got the information straight, Monta
Bell wrote and directed “Man, Woman, Sin,”
but I hope I’m mistaken. I’ve had a high
regard for Mr. Bell’s writing ability, and a
regard quite as high for his ability as a di-
rector, but he’s plainly embarrassed on both
points in this case ( if, indeed, it is Mr.
Bell’s work), and perhaps that is the ex-
planation of the whole thing.

Whether or no, meaning whether it’s
Bell’s picture or not, the thing simmers
down to pretty much of a potboiler and I
doubt that it’s good business to make these
things. To be sure, it looked like a good
idea to try Jeanne Eagels for pictures, but if
it was necessary, as it seems to have been,
to make her devilish, certainly it wasn’t
necessary to make John Gilbert angelic. The
first might get by, since nobody who sees
pictures knows Miss Eagels, and since the
Sadie Thompson role has her pretty defi-
nitely pigeonholed for the others, but the
second is just too bad. Here’s the hit-and-
run Gilbert of “Twelve Miles Out,” the put-
and-take Gilbert of “Flesh and the Devil,” as
a sturdy, upstanding and just a little goofy
boy hero who bashes in the wily Marc
McDermott’s skull and goes meekly to jail
with lips sealed lest they despoil the fair
repute of the gal who kidded him along.
As stated, it’s just too bad, too bad alto-
gether.

As for the story, and I simply can’t make
up my mind that Monta Bell has more than
a dotted line connection with it, it’s the one
about the innocent boy who fell for the
gilded dame whose rent check intrudes at
the wrong moment with the usual result. It’s

even the one about the dear old mother of
the aforesaid boy, whose tears melt the ice-
bound heart of the gal in the case, who then
whispers to the judge and — but you’ve seen
Theda Bara in the thing so many times you
know it by heart.

And as for Miss Eagels, the Theda Bara
of the present confusion, I may have cre-
ated in my foregoing remarks the impression
that she isn’t all right. I did not mean to
give that idea, for I think Miss Eagels can
do a lot of good things for the camera when
they give her some good things to do. I
don’t think, of course, that the screen has
any use for the type of character they slipped
her in this case, but it does have use for the
type of personality Miss Eagels is. I ex-
pect to see her do better, if she continues
in films.

“ROSE OF THE GOLDEN WEST”

Once upon a time there was a play
called, “Rose of the Rancho,” and once
upon another time there was a play called,
“Girl of the Golden West,” but neither of
these has anything to do with “Rose of the
Golden West.” Then why, not that it mat-
ters, confuse all these titles and so bring to
play upon this new picture a hazy set of
recollections from the others mentioned?
Not, as I say, that it matters.

“Rose of the Golden West” may or may
not be a good picture. They applauded
portions of it at the Oriental, where they
applaud Paul Ash and vaudeville and com-
munity singing, and so there must be some-
thing good in it. For my part, the only
good things I could find in it are the beauty
of Mary Astor, the dash of Gilbert Roland,
the malevolence of Gustav von Seiffertitz
and the bold bravado of Montagu Love.
The bad things are too numerous for item-
ized mention, but they sum up in a last-
reel necessity for violent flagwaving and that
ought to tell it. The things the people in
the picture do, and their reasons for doing
them, surpass even the logic of the Selig
two-reel Westerns. They like, so many
things in this dizzy business, must be seen
to be appreciated.

The so-called story of the picture deals
with the factions which held, in early Cali-
fornia days, that (1) the territory should be
taken under Russian wing and (2) that the
United States should be permitted to ac-
quire the same.

M AKING FOX ‘PICTURES FOR YOUR THEATRES:
THE WORLD’S GREATEST ARRAY OF DIRECTORS

IT takes Brains to direct Youth and Beauty! It takes
experience, judgment and skill to blend on the screen
the sure-fire elements of entertainment and box-office
success. And so Fox has enlisted the services of — not a
few, or even a dozen — but of two-score Directors who
have earned enviable records in making pictures of the
best class— pictures that please the public and appeal
to the patronage of the highest class houses. (Fox is
not interested in the mediocre.) These men are required
to make good, and they are given the chance to do so
— Youth, Beauty and Personality in their casts; stories
from the best sources; the highest grade technical and
editorial help; and the encouragement to do their best!

Fox Pictures do not just happen: they are planned, and
planned right, for your theatre!

fHO PLAYS -with FOX PROFITS -with FOX

FRANK BORZAGE

FRED W. MURNAU

JOHN FORD

RAOUL WALSH

HOWARD HAWKS

LUDWIG BERGER

ALFRED E . GREEN

J. G. BLYSTONE

ALBERT RAY

FOX DIRECTORS

cy'hese are some of the men responsible
for the fact that today “Fox is making
Jk the best pictures.” So says the j
Trade — and the Trade //
\\ is right! g$

VICTOR HEERMAN

JAMES TINLING

ALLAN DWAN

ARTHUR ROSSON

RICHARD ROSSON

hmvmk

DAVID BUTLER

LEW SEILER

BEN STOLOFF

IRVING CUMMING

FRANK O’CONNOR

December 10, 1927

EXHIBITORS HERALD

43

f THE THEATRE

Q^fJPepartment of Practical Showmanship

Slides of Children
Shown in Theatre
Draw Big Crowds

When E. J. Williams of the Tivoli,
Knoxville, 111., ran slides of the babies of
the town, he put over one of the greatest
drawing cards ever used for his theatre.
Williams has the following to say:

“In reference to the baby and children
show put on in my theatre Oct. 20-21, how
it works ! D. V. Ehrlich, a photographer,
goes from house to house all over town
taking pictures of children wherever he can,
absolutely free. A card is left at every
home telling about the slides of the children
and when they will be shown at your
theatre.

“This proved to be one of the best draw-
ing cards ever put on in my theatre. People
came that I never saw in my show before.
The nice part about it is you please them
after you get them in. After running
these on the dates mentioned above, I put
on a repeat run Nov. 10-11, and did a very
good business again.”

This is not a new stunt, by any means,
but it will work, just as it did for Williams.
If you try it, be sure you get the right sort
of photographer to take the pictures. Don’t
get a man that will antagonize the public
and your patrons.

Spuds and Eggs Admit

Children to Theatres

A. D. Caples owner of the Star theatre,
Forest Grove, Ore., got back to first prin-
ciples when he admitted the children from
surrounding rural districts to his shows
for one fres'h egg a piece. He admits that
he has started something, but with the
fresh ones quoted at 70c a dozen, he should
worry. As a further advertisement, he
turned several dozen over to the Forest
Grove chamber of commerce for their
members’ luncheon and again did not lose
anything when he advised the members'
where he secured them. His third unique
publicity stunt which will also register big
is that he will take considerable of the
money derived from the sale of the eggs
and help the children in the various schools
to purchase athletic equipment, library,
books or pictures.

Manager Hamburger of the Circle thea-
tre, Portland, Ore., recently put on Larry
Semon in “Spuds” on a Saturday, the ad-
mission for the youngsters being one spud.
When the barrel “box office” was opened
he counted out a total of 12 bushels. The
spuds thus collected were given by the
theatre to Grandma’s Kitchen and to the
Woman’s Convalescent Home. This is in
line with Manager Hamburger's idea to
become a veritable father to the young-
sters. His previous stunts with the boys
have been bird-houses, bicycle prizes and
prizes for building the best miniature sail-
ing boats.

If You Are Looking for Good
“ Underworld ” Tieup Read This

Every picture produced has some angle for exploitation, but few possess
more opportunities for expolitation than ‘‘Underworld,” the Paramount pic-
ture starring George Bancroft. When the Strand theatre, Akron, 0.? played
this picture, it realized to the fullest these opportunities.

An unusual tieup was made with the po-
lice department. The picture opened on
Sunday and on the following Tuesday
morning at 9:15, the city siren blew, call-
ing all the members of the police depart-
ment to the police station, where a line was
formed and marched to the theatre pre-
ceded by motorcycle officers with active
sirens.

Sheriff Bollinger was prevailed upon to
bring a noted criminal, who was awaiting
trial, for this special showing, and he came
handcuffed to two deputy sheriffs. At the
entrance to the theatre he was photograph-
ed by newspaper cameramen. This blocked
traffic and drew an enormous crowd.

After the showing, the officials of the
police department, the judges and safety
directors, and the prisoner were interview-
ed. These interviews and the criticisms
of these men on the picture were run in
serial form in issues of the newspaper.

A tieup was made with the leading laun-
dry for the distribution of 20,000 heralds.
Thirty of the laundry trucks carried spe-
cially made banners advertising the show-
ing at the theatre. Three hundred posters
were used on as many street cars. One
hundred specially prepared window cards,
22x28 inches, printed ip black and red, on
which were mounted two scenes from the
picture, were placed in 100 of the best
windows in the city.

A radio tieup with WFJC, the Beacon
Journal station, made possible the inclu-
sion in the news bulletin, broadcast over
the station on two nights, the story that
Bull Weed, noted gangster (name of main
character in “Underworld”), had escaped
from Chicago and was on his way to
Akron.

Reprinted from Front Page The , Akron Times-Press, Tuesday,
Nov. 22, 1927.

CHICAGO GANG WAR
BREAKS INTO OPEN
BATTLE IN MORDER

Police Ordered to Shoot to Kill as Underworld
Embers Burst Into Flames; Gunmen
Invade Courtroom

1 CHICAGO, Nov. 22.— The long-smouldering O’ SEE

broke into open battle today. , ■ ■ ■

The first victim was said by police to ** s— o
bert, 35. He was shot to death earl' p ANfM AMD I IFF
out of his south side home to go 1 Vjrtl'lVaLnnL/ L.Ir L

IN THE RAW

lh, b,u.. IN PARAMOUNT’S
V'00” MOST SENSATIONAL

MELODRAMA OP ALL TIME

Two wars
taneously.

One was
wnlch broki
unexpected
The oiv
of th'

‘UNDERWORLD’

STRAND

THEATER

ONE WEEK ONLY

COMMENCING

SUN., NOV. 27

Just at this time there was a new out-
break in Chicago’s gangland, and stories
were appearing in the newspapers, so Ray
C. Brown, manager of the theatre, took
advantage of this in his newspaper ad-
vertising copy. He used the headlines
from the news story in his ads.

Universal stars were used in a unique guessing contest held by Manager
Benesch of the Avon theatre, Chicago. Prizes ranging from season passes
to single passes were awarded to the prize winners correctly guessing the
names of the Universal stars whose pictures were displayed in a show
window next door to the theatre. On the night the prizes were awarded,
police were required to handle the crowds that stormed the theatre. The
photograph shows a small part of the crowds.

44

EXHIBITORS HERALD

December 10, 1927

NEW PICTURES

In “New Pictures” the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions” and “Press Sheets” will be published each
week as an exhibitor service.

AFLAME IN THE SKY : F B O melodrama with Sharon Lynn, Jack Luden,
William Humphreys, Robert McKim, Bill Scott, Charles A. Stevenson,
Bill Franey, Mark Hamilton and Walter Ackerman. Directed by J. P.
McGowan. Released December 18.

TYPE AND THEME: Terry Owen , war ace , and Major Savage of
the United States air service , are in the New Mexican desert seeking to
perfect a luminous gas for sky writing at night. By blinding a band of
pursuing horsemen with “ writing gas,” and by dropping from their plane
in front of a team of runaway horses, Terry saves Inez Carillo (Shamon
Lynn). By the accidental use of a poison intended for them, the tivo
aviators perfect lumino'iis gas, and this gas provides a means of signalling
for help at the climax.

BANDIT’S SON, THE: FBO Western with Bob Steele, Tom Lingham,
Hal Davis, Stanley Taylor, Ann Sheridan, Bobby Mack, Barney Gilmore
and Finch Smiles. Directed by Wallace Fox. Length 4,765. Released
November 20.

TYPE AND THEME : Bob McCall, the son of Dan McCall, an old-time
gunman, is rejected by Helen Todd because Rufe Bolton, son of the
sheriff, tells her the elder McCall ivas a bandit. Rufe tries to frame his
rival's father, but Bob shoivs Rufe up as a bandit and arrives just in
time to save Dan McCall from a band of lynchers. Helen goes back to
Bob and declares she has loved him through it all.

CHICAGO AFTER MIDNIGHT: FBO melodrama with Ralph Ince, Jola
Mendez, Lorraine Rivero, James Mason, Carl Axzelle, Helen Jerome
Eddy, Ole M. Ness, Bob Seiter, Frank Mills, and Christian J. Frank.
Directed by Ralph Ince and Tom Atkins. To be released March 4, 1928.

TYPE AND THEME: Jim, a New York gangster, is double-crossed,
arrested Christmas eve, and sentenced for a 15 year term at Sing Sing.
When his time is up he goes to Chicago to “get” Hardy, who was
responsible for his stretch in prison. He kills Hcurdy and saves Mona, a
beautiful dancing girl, ivhom he finds out is his own daughter, from the
clutches of Casey, another tough; both he and Casey being killed in
the struggle. Mona, who never knows the identity of her father is
free, and marries Jack the orchestra leader, who ivas exonerated for the
killing of Hardy.

FRENCH DRESSING: First National domestic drama from an original
story by Adelaide Heilbron, with H. B. Warner, Lois Wilson, Clive Brook
and Lilyan Tashman. Directed by Allan Dwan. Released January 15,
Length undetermined.

TYPE AND THEME : When Cynthia sees her husband Phillip inno-
cently put his arm around her school friend Peggy, Cynthia goes to Paris
to get a divorce. Peggy follows and advises her to return. Phillip mis-
understands Cynthia's budding friendship for Henry de Briac. Henri
goes to her room to win her but Cynthia says she loves only her husband.
Phillip, waiting to see henv the plot worked, comes and takes her in his
arms.

Your Classified Ad
Will Do the Work !

Exhibitors Herald has helped hundreds of Theatre
owners in solving many a problem. The classified ad-
vertising department has placed organists all over the
country, has helped in obtaining equipment, in selling
equipment, and in solving many another problem that
seemed difficult. The rates are but 5c per word, and
7c per word when a blind address is used, and replies
are fordwarded by us. See this week’s classified page.
Maybe you are in need of something that is being ad-
vertised this week. The cost is small, the results are
great.

FRUIT OF DIVORCE, THE: A Gotham drama with Percy Marmont, Mae
Busch, Tom O'Brien, George Stone, Alma Tell and Hobart Cavanaugh.
Directed by R. William Neill. Length 6,200. Released December 1.

TYPE AND THEME: When Marmont is found, in the same room with
Flo, a “taxi” dancer, he is able to obtain a divorce from his wife. He
begins to drink himself to death token Flo’s sympathy is aroused, and
regardless of the protests of her hvcbamd “Red,” she nurses him back
to health. Later the two men fight, knocking each other out, and the
story ends tvith a surprising denouncement.

GENTLEMEN PREFER BLONDES: Paramount comedy, with Ruth Taylor,
Alice White, Ford Sterling, Holmes Herbert, Mack Swain, Emily Fitzroy,
Trixie Friganza, Chester Conkiin, Blanche Friderici, and others. Directed
by Malcolm St. Clair. Released _ Length

TYPE AND THEME : This story, toritten by Anito Loos , is of a
beautiful and dumb (but not too dumb) gold-digger. Lorelei Lee leaves
behind a trail of mangled hearts token she arrives in New York to be
“educated," under the auspices of Gus Eisman. Lorelei trails Henry
Spoffard, America’ s richest bachelor to Paris. Then Gus bursts in upon
the scene, but ducks out when Henry tv ants to fight. Henry promises to
marry Lorelei when she tells him he has besmirched her character by
taking her around to the risque places which he had gone to Paris to
investigate.

LEGIONNAIRES IN PARIS: FBO comedy, written by Louis Sarecky,
with A1 Cooke, Kit Guard, Louise Lorraine, Virginia Sale and John
Aason. Directed by Arvid E. Gillstrom. Released December 27. Length
undetermined.

TYPE AND THEME: Atmospheric shots were taken during the
American Legion convention in Paris, with the giant John Aason joining
the comedy team of Cooke and Guard, ivho, as the story goes, are forced
by their Legion post to go to the convention although they fear the
gendarmes are looking for them. Instead, a general plans to fete them
as heroes and arranges a military reception. They still think they are
to be arrested and run aivay, but the general’s daughter and sister clear
up the situation and it’s a great visit after all.

NOOSE, THE: First National’s underworld melodrama, with Richard
Barthelmess, Lina Basquette, Montagu Love, Alice Joyce, Thelma Todd,
William Walling and others. From the play by H. H. Van Loan and
Willard Mack. Directed by John Francis Dillon. Released January 29.
Length undetermined.

STORY AND THEME : Nickie kills Buck Gordon, gangster, when_ the
latter says Nickie is the son of Gordon amd the governor’s wife. Nickie
is sentenced to death, and the society girl ivhom he loves goes to Europe
to avoid a scandal. Dot, a chorus girl, refuses to desert him. The
governor’s wife asks a pardon for Nickie but the governor refuses, unless
Nickie will tell why he shot Buck. Nickie maintains silence. Nickie
writes the governor’s wife that he killed Gordon on account of his mother.
The governor pardons him and he starts life anew with Dot at his side.

PIONEER SCOUT, THE: Paramount Western melodrama, period of 1850,
wirh Fred Thomson, Nora Lane, Tom Wilson, William Courtright, and
others. Directed by Lloyd Ingraham and Alfred L. Werker. Released
January 21, 1928.

TYPE AND THEME: Fred and Old Bill bring a wagon train into
Last Chance, just as another caravan with Mary and her father arrive.
In a Fourth of July celebration race, Anderson, a one-armed hurley, who
uses a sharpened hook on the stump of his amputated arm, tries to killl
Fred, whom he knoivs appears well in the eyes of Mary, by crashing
into his wagon, but Fred twins the race with the help of Silver, his
horse. That night, Fred is captured and bound, while Anderson abducts
Mary. After a fight with Anderson, Fred who escaped saves Mary, who
is unharmed, just as the rescue party arrive.

RACING ROMEO, THE: FBO melodrama with Red Grange, Jobyna
Ralston, Trixie Friganza, Walter Hiers, Ben Henricks, Jr., Warren Rogers,
Ashton Dearholt and Jerry Zier. Directed by Sam Wood. Released

TYPE AND THEME: Red finishes last in the Pepperville Grand
Prize Motor Race but becomes acquainted with Aunt Hattie Wayne and
her niece Sally, ivhom he is ordered never again to see. Six months
later hotvever, he is just preparing to marry Sally tvhen a series of
amusing incidents interrupt the ceremony, and finally break up the affair
altogether. Another woman flirts with Red during the big motor sweep-
stakes, enraging Sally so much that she announces she will marry Red
if he urins the race. Although Rube Oldham, champion driver, finally
decides to enter the race. Red’s masterful driving overcomes all obstacles
and he wins the race and Sally.

SLINGSHOT KID, THE: FBO Western with Buzz Barton, Frank Rice,
Jeanne Morgan, Buck Connors, and Jay Morley. Directed by Louis King.
Length 4,886. Released Deember 4.

TYPE AND THEME: (This is the second starring vehicle for the boy
rider) Buzz and his pal Frank, a hardened plainsman, are searching for
Buzz’s fathei who has long been missing. When pursued by a band of
cattle rustlers they take refuge in the town of Indigo, abandoned by the
settlers because it was “haunted." Playing on the superstition of the
rustlers, they rout the band and help Connors, a close friend of Buzz, to
win the hand of Joanne Morgan.

SWIFT SHADOW, THE: FBO police dog feature with Ranger as “the
swift shadow," and Josephine Borio, Sam Nelson, William Bertram, and
A1 Smith. Directed by Jerome Storm. Length 4,892. Released De-
cember 11.

TYPE AND THEME: In this Western. Ranger, a police dog owned
by Butch Kemp, bandit and killer, is captured but, when ordered killed
is saved by the son of the murdered victim in the belief that the dog can
be used in tracking the murderer. Ranger helps hunt Kent doivn and
then when he is forced to choose between Kemp and his new master,
Jim Potter, he decides on the latter, and kills Kemp.

December 10, 1927

EXHIBITORS HERALD

45

PRESS SHEETS

DRIFTIN’ SANDS (F B O) : Tieup with music
stores on the song “Juanita,” which is featured
in the picture, starring Bob Steele ; and have the
printer run off envelopes with the following copy
on the front “Lucky sand from San Jacinto
valley, scene of Bob Steele’s latest Western
triumph, ‘Driftin’ Sands’ to be shown at the

theatre (dates).” On. the back of the

envelope have printed, “Sprinkle this ‘Lucky
Sand’ on your front doorstep and utter the
following verse when doing so: ‘Lucky sands
with willing hands, I scatter ye upon my lands,
imploring ye to bring good cheer and happy days
the coming year’.” The envelopes, containing a
few grains of clear white sand, should be passed
out to patrons as they leave your theatre, a few
days previous to the showing of the film.

FORTUNE HUNTER, THE (Warner) : This
press sheet announces a free fiction serial service
for exhibitors to use in newspapers, with sug-
gestions and mats for circulation promotion work.
These serials are sent in mat form so no type-
setting is involved. There are novelty silver
sheriff badges on which are printed, “Sheriff.
I am looking for the FORTUNE HUNTER with
Syd Chaplin. A Warner Brothers Production,”
for the youngsters. There are attractive stills to
be used for display tieups with nationally known
commodities — such as Argo starch ; Squibbs olive
oil, dental cream, etc. ; and Vivadou lip 6tiek ;
and the Packard motor cars.

FLYING “U” RANCH (F B O) : Play up the
subject and the popularity of good Western fic-
tion as is shown by the sale of the book “The
Chip of the Flying U,” and its sequel “The Flying
U Ranch.” Have a large cardboard “U” in the
lobby tilted at an angle of 30 degrees, and also
a replica in cardboard of the front of the book.
Teasers can be used, and a 6treet flash may be
used by fitting up a dark-skinned man in a
Spanish costume, as shown in the stills.

GIRL FROM RIO, THE (Gotham) : A musical
cue sheet is enclosed. This is a Spanish-South
American story and can be hooked up with any-
thing that has any connection with Spain or
Brazil, especially coffee. Tie up with grocery
stores on the coffee phase, and with dance halls,
where they could have a “Girl from Rio” night,

CROSSWORDS STIMULATE BUSINESS

HORIZONTAL
1. A female adult.

5. A grown-up
male.

6. Evil.

8. Medium -of ex-
change.

10. Cover*.

12. Old (poetic).

13. Foe.

IB. To po»tpone.

17. To exist.

18. Like.

20. • Lay* new track.

24. Famoo* inven-
tor’s initial*.

25. Not even.

28. To come back.

31. Indefinite arti-
cle.

32. Attempt

Cut or Mat No. 3I3-EA
. To gaze fixedly.

. Boxed.

. Silent.

. Plural suffix.

VERTICAL
. Wander.

. Single unit.

. Like.

. An Egyptian
River.

. To form.

Agile.

. Myself.

. To long for.

. Colors.

. N. Y. Acad-
emy (abbr.).

. French article.

>. Trouble, fuss.

. Definite article.
Paradise.

26. Tugs.

27. A side dish.
30. Disloyal.

33. A color.

34. Nickname for
Samuel.

35. Works of skill.

Mat No. 313-El

A two-column cut in the form of a cross
word puzzle, advertising the M-G-M
picture, “Man, Woman and Sin,” with
John Gilbert and Jeanne Eagels.

PRESS SHEETS, a new and
exclusive HERALD service,
offers to exhibitors the high-
lights of advertising and ex-
ploitation as presented in the
press sheets issued by the
companies on each of their
releases.

IN THIS department also will
be offered reproductions of
the neivspaper ads and other
ad sales which are created for
the purpose of aiding exhib-
itors in their daily task of
building patronage.

giving prizes to the girls looking most like Carmel
Myers as she appears in the picture, and prizes
to the couples doing the best tango. This should
be good. Give your theatre a Spanish atmosphere
and play Spanish music.

GAY DEFENDER, THE (Paramount) : Nine
suggestions on how to cut out into different
shapes and sizes the ad cuts shown in the press
sheet, in order to make attractive newspaper,
lobby, or window displays are given ; and also
one, three, six, and 24-sheet posters in red, yellow,
green, and blue. A one-sheet poster and a stock
announcement slide advertising Paramount News
is shown and many good stills are printed.
Purchase a number of cheap rusty, knives (the
bigger they are the better) and a few days before
the picture opens post nine-by-twelve cardboards
upon which are roughly lettered in red “Warn-
ing! My time is coming. Then look out! (Signed)
The GAY DEFENDER.” Through each of these
signs stab one of the old knives.

LOVES OF RICARDO, THE (F B O) : The
star of the picture, George Beban, is an Italian-
American actor, and be sure to connect with all
Italian newspapers, societies or communities.
(The story is also of an Italian and his foster
daughter.) The most unusual exploitation stunt
suggested is an emotional photo contest tieing
up with newspapers and photographers. Twelve
different facial expressions showing contempla-
tion, disillusionment, terror, surprise, glee, be-
wilderment, despair, desperation, perplexity, mer-
riment, cynicism and scorn, are given by Beban,
and will be sure to go over big if handled prop-
erly.

MAN CRAZY (First National) : Newspaper
teasers for this picture can read, “Are modern
girls Man Crazy?”, “Is your daughter Man
Crazy?”, “Is every woman Man Crazy?” and for
the last day of the run, which just precedes the
showing of the film, the copy could read, “Every-
body will be Man Crazy tomorrow when they go
to see Jack Mulhall and Dorothy Mackaill who

will be at the. theatre in the picture

‘Man Crazy’ !” Tieups with nationally known
manufacturers or articles have been obtained for
this production. Some of them are the Kellogg
Company, Del Monte Products, Fageol auto trucks,
Elgin Watches, Steinberger Women’s Gloves, Lux
and Crown Army Shirts. A hot discussion should
follow if a newspaper would announce a forum
for giving ideas on the topic “Are modern Girls
Man Crazy ?”

MAN, WOMAN AND SIN (M-G-M): This sheet
contains a three column fashion cut showing
some of the dresses worn by Jeanne Eagels, who
has the leading feminine role with John Gilbert
in this picture. Invite all newspaper employes
to a special or to a particular performance of
this film, as it is about a cub reporter, and has a
newspaper plant atmosphere. A clever cross-
word puzzle, containing words pertaining to the
film, and printed on the face of the devil, is
shown. Triangular hangers for the marquee or

any other good display places are shown ; and
also five triangular fashion cuts that are sure
to attract the attention of the women.

RACING ROMEO, THE (F B O) : Play up Red
Grange in any way you deem advisible, as ex-
ample, have your local dealers in refrigerators
show in their displays and ads the comparison be-
tween the method Grange used to deliver ice and
the modern method of house electrical refrigera-
tion. A very funny traffic-rules folder may be
printed on which can be such precautions as,
"Don’t be a one-arm driver, the girl may not
like it if you run into a telephone pole. Observe
the parking rules, if you must park, try it on
the sofa with your best girl,” etc. Have the
electric power companies run ads reading, “Red
Grange delivered ice by hand, we deliver it by
wire.”

SHE’S A SHEIK (Paramount) : Tie up with
book and music stores on the old “Sheik” book
and music, and effective copy for a hardware store
eould read, “You don’t have to be a sheik to enjoy
camping out, especially with Brown’s tents. Step

in at the _ if you want to laugh. Bebe

Daniels' latest comedy is convulsing four audi-
ences a day.” _ There are good looking lobby
cards for this picture, also.

STRANDED (Sterling) : This is a picture of
Plollywood, and all possible angles can be played
up profitably because of the wide-spread interest
in the motion picture as an art, a business and
an industry. Tie up with merchants with the
copy idea, “Don’t be STRANDED for evening

gowns, buy them at etc., etc. For

realism in the lobby tie up with a leather goods’
store, having them deliver a trunk and a few
grips and bags which are set up helter-skelter in
a prominent position. Then have a pretty girl
dressed in traveling clothes sit on the trunk,
enclosing the entire display so that it will be
open to the eyes, but not to the hands, of the
public.

Columbia Pictures pmau

CONWAY TEARLE

"Isle of

lorgoltm Women"

This is a one-column layout advertising
the Columbia picture, “Isle of For-
gotten Women,” with Conway Tearle
and Dorothy Sebastian. It shows how
ad mats may be cut up and rearranged
to suit the needs of the exhibitor.

46

EXHIBITORS HERALD

December 10, 1927

AVAILABLE OTMUONS

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

My — Mystery

Where the picture is a comedy-drama, comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

New

Title Players Length Released Pictures

Columbia

Alias the Lone

Wolf (D) — Lytell-Wilson

Blood Ship, The (M) Bosworth-Logan

By WTiose Hand? (MyD).. Cortez- Gilbert _

College Hero, The (CD) .-Agnew-Garon

Isle of Forgotten , _ - , ,.

Women (D) Tearle-D. Sebastian —

Opening Night, The (D)..Windsor-J. Bowers

Sally in Our Ally (M) — Mason-Alien

Stage Kisses (D) Harlan-Chadwick

Tigress, The (M) Holt-Revier

Warning, The (M) Holt-Revier

Excellent

Back to Liberty -

Bowery Cinderella (D)....0’Malley-Hulette

Nest, The (D) Frederick-Herbert —

FBO

Aflame in the Sky (M)...Luden-Lynn

Bandit's Son, The (W)— Bob Steele.

Breed of Courage (D)... Ranger

Boy Rider, The (W) .Buzz Barton

Cherokee Kid, The (W)-.Tyler-Lynn

Clancy’s Kosher

Wedding (CD) ...George Sidney

Coney Island (D) Lois Wilson

Coward, The (D) .Warner Baxter

Dead Man’s Curve (D)... Fairbanks, Jr

Desert Pirate (W) Tom Tyler

Driftin’ Sands (W) Bob Steele-

Flying U Ranch,

The (W) Tom Tyler.

Gambler’s Game,

The (W) —Tom Tyler.

Gingham Girl, The (C) — Lois Wilson

Great Mail Robbery,

The (M) Von Eltz-Neleon —

Harvester, The (D) —Orville Caldwell

Hook and Ladder

No. 9 (D) J3d Hearne.

In a Moment of

Temptation (M) Kit Guard

Jake the Plumber (C)....Jesse De Vorska

Judgment of the

Hills (D) — .Darro-Valli

Legionnaires in

Paris (C) Cooke-Guard

Little Mickey Grogan

(O) Frankie Darro

Mojave Kid, The (W) Bob Steele..

..5831 Aug. 22

.6843 Aug. 10

..5432 Sept. 15

..5628 Oct. 9

5645 Sept. 27

Nov. 14

.5892 .Sept. 3

..5435 Nov. 2

..5357 Oct. 21

Nov. 26 Dec. 3

5980 -

...6900 Nov. 26..

—7393 Nov. 26..

..Nov. 26
..Nov. 26

Dec. 18

„ 4765 Nov. 20

-.4910 Aug. 7

.. 4858 Oct. 23—

...4837 Oct. 30 —

..5701 Sept. 17

Jan. 13

..5093 Aug. 21

..5511 Jan. 15

„4754 Dec. 25

..4770 Jan. 1

-.4913 Sept. 4

_...Oct. 30

..6300 Oct. 2

...Dec. 3
..Nov. 26

—6507 Aug. 15

....7014 Nov. 23...

— 5240 .Nov. 13..

....5665 Sept. 18

— 5186 Oct. 16...

..6481 Nov. 6...

Dec. 27

..Nov. 26

_.Nov. 19
—Dec. 3

....Dec. 3
.Nov. 12

-.6515 Jan. 30

...4924.. Sept. 25

Moon of Israel (D) Maria Corda— .

Not for Publication (M)..Ralph Ince

Racing Romeo (D) Red Grange

Ranger of the

North (D) .Ranger

Shanghaied (M)

6140 Aug. 31

.4941 Oct. 9..

Wizard of the

Ragtime (D)

Return of Boston
Blackie (D)

Temptations of a Shop
Girl

—Buzz Barton

4886..

6388...

Dec. 4

Dec. 10...

..— 4892..

Dec. 11

Jan. 22

First Division

..5900..

Oct. 1

—.6750..

Sept. 15

Dec. 1

Dec. 15

6900..

—Nov. 1

„... 6700..

Sept. 1...

5700..

Aug. 1

.. .6900..

Aug. 15

...Betty Compson

Oct. 16

..Dec. 3
...Dec. 3

..Nov. 12

..Nov. 26

First National

.6333..

..Oct. 9..

American Beauty (D) Billie Dove.

Breakfast at

Sunrise (CD) Constance Talmadge 6042 Oct. 23..

—Nov. 19
..Nov. 12

Title

Players

Length Released

New

Pictures

Camille (D). Norma Talmadge. 8692 Sept. 4

Chaser, The (C) Harry Langdon —..Feb. 12

Crystal Cup, The (D) Mackaill-Mulhall 6380 Oct. 16-

Drop Kick, The (D) Barthelmess 6802 Sept. 25

..Nov. 12

Her Wild Oat (CD).

Love Mart, The —Billie Dove.

( Previous title : Louisi-
ana)

13—

Nov. 26

. 6

8

4

Dec. 3

. 20...

...Nov. 26

. 18

18

. 27...

...Nov. 26

29

30—

—Nov. 12

;. 4

2—

—Nov. 19

..Dec. 3

..Dec. 3

—Nov. 19
...Nov. 12

Rose of the Golden _

West (D) _.Mary Astor— 6477 Oct.

Sailors’ Wives (CD) Hughes-Astor Jan. 22

Shepherd of the _ ,

Hills (D) Francis-O’Day Jan. 1—

Smile, Brother, „ , „ ,

Smile (CD) - Mulhall-Maekaill 6669 Sept. 11

Texas Steer, A (CD) Will Rogers 7419 Dec. 4 ....

Valley of the ^ ,,

Giants (D) Milton Sills Dec. 11

Fox

Arizona Wildcat,

The (W) - Tom Mix 4665 Nov. 20-

Blackjack (W) Buck Jones 4777 Sept. 25

Blood Will Tell (W) Buck Jones 4556 Nov. 13—

Branded Sombrero, The — „

(W> Buck Jones — J.an- »

‘Cameo Kirby (D) John Gilbert .6078. .Aug. 28

Chain Lightning (W) Buck Jones 5333 Aug. 14

Conmto My House ^ Bor<Jen Dec. 25

ESideSid(D)WeSt . .O’Brien-Valli - — 8154 Oct. 9

$5,000 Reward (W)~ Tom Mix Jan- 15

Gay Retreat, The (C) Cohen-McNamara - 5524 Sept. 25

Gi^ ^Very Poft’ Victor McLaglen Jan. 29

Hith(schoorH^o'7cr::::phipps-stuart 5515-“ jacn. \l

Holiday Lane ........ John" GiLb^rt!" 4861 Sept. 18

{Wa « Nov. ,,

— =ss=3W

Publicity Madness (CD).Moran-Lowe ,0726 Oct 30

!S5“ ST'

Sharp Shooters - O'Brien-Moran - -

Silk Legs (CD) Madge Bellamy —Dec.

‘St. Elmo (M)' John Gilbert- 4943 .Oct. 9

Tumbling River (W) Tom Mix-Dwan 4675 £ug-

Two Girls Wanted (CD). Janet Gaynor 6293 11

Very Confidential (CD).Madge Bellamy.. Am 28"

What Price Glory (CD).McLaglen-Lowe 11109— -Aug. 28

Wizard, The (MyD) I

Wolf Fangs (D) . —

Woman Wise — I

..Nov. 26

.Nov. 12

Gotham

Bare Knees (D) Mae Busch

Blondes by Choice (C) . ..Claire Windsor

Cheer Leader, The (CD)..Graves-01msted

Fruit of Divorce,

The (D) Percy Marmont

Girl from Rio, The (D). Carmel Myers

Rose of Kildare, .

The (D) Helene Chadwick

Satin Woman, The (D)— Mrs. Wallace Reid-
United States Smith (D)..A11 Star Cast

5531

Nov. 27

Jan. 8

...6000..

Feb. 1

. 0987..

Oct. 1

.5800..

Nov. 15

. 6200-

Dec. 1

.5950-

Sept. 1 Nov.

26

6700-

....Aug. 15 Nov.

19

fi750

Aug. 1 Nov.

19

.......7000..

Jan. 1

Metro-Goldwyn-Mayer

Adam and Evil (CD)— Cody-Pringle

Adventurer, The (W) Tim McCoy

After Midnight (D) Shearer-Gray

Annie Laurie (D) — Lillian Gish

Becky (CD) Sally O’Neil

Ben Hur (M) Ramon Novarro

Big City (D) Lon Chaney.

Big Parade, The (M)— Gilbert-Adoree

Body and Soul (D) Kerry-L. Barrymore

Bridal Night, The (D).... Norma Shearer

Bugle Call, The (D) Jackie Coogan

Buttons (CD) Jackie Coogan

Certain Young Man

A (D) Novarro-Adoree

Cossack, The (D) John Gilbert.

Divine Woman, The (D)..Garbo-Hanson ;

6667 Aug. 27

4709 Dec. 10

— 6312 Aug. 20

8730 Sept. 17

6439 Nov. 12 -Nov. 26

12000 Oct. 8 Nov. 12

12560 Sept. 10

6902— Oct. 1 Nov. 26

Dec. 81

5821 Aug. 6

6050 Dec. 24

...Sept. 24
...Jan 14

December 10, 1927

EXHIBITORS HERALD

47

Title

Players

Length Released

New

Pictures

Fair Co-ed, The (CD) Marion Davies 6408 Oct. 16 Nov. 19

Foreign Devils (W) Tim McCoy ..4658 Sept. 3

Garden of Allah,

The (D) Terry-Petrovitch 8156 Nov. 5 Nov. 19

His Night (D) -Novarro-Adoree Jan. 7

In Old Kentucky (D) J. Murray-H. Coetello 6646 Oct. 29 Nov. 26

Law of the Range,

The (W) — ■ — MeCoy-Crawford

( Previous Title: The
Texas Ranger)

London After Midnight

<D> . ■; • Lon Chaney Dec. 3

( Previous title: London
After Dark)

Lovelorn, The —Sally O’Neil Dec. 17

Man, Woman and

Sin <D) John Gilbert -.6280 Nov. 19 Dec. 3

Mockery (M) Lon Chaney — 5957 Aug. 13

( Previous title: Terror)

Patsy, The (CD) Marion Davies.

Quality Street (D) .Marion Davies 7193 Jan. 28

Road to Romance, The

(D) Novarro-Day 6681 Sept. 24

Rose Marie J. Murray-Crawford.

Spring Fever (C) William Haines 6705 Oct. 22 Nov. 12

Spoilers of the West

(W) „ Mc-Coy-Daw 6280 Dec. 10

Tea for Three (C) Cody-Pringle —6273 Dec. 10

Thirteenth Hour,

The (D) Lionel Barrymore 5252 Nov. 26 Dec. 3

West Point (CD) Haines-Crawford Jan. 21

Paramount

Barbed Wire (D) Negri-Brook —6951 Sept. 10

Beau Geste (M) Colman-N. Beery 9879 Aug. 1

Beau Sabreur (M) Cooper-Brent Jan. 7

Big Sneeze, The (C) Beery-Sterling Oct. 8

Chang (D) (Jungle Life) 6536 Sept. 3

City Gone Wild

The (M) Meighan-Millner 5408 Nov. 12

*Covered Wagon,

The (M) Kerrigan-Wilson 7447 Aug. 6

Fireman Save My

Child (C) Beery-Hatton 5399 Aug. 1

Gay Defender, The (CD)-.Richard Dix Dec. 10 Nov. 12

Gentleman of Paris,

A (CD) — Menjou-O’Hara -.5927 Oct. 15

Get Your Man (CD) Clara Bow — — 5889 Dec. 10

Glory Girl, The (CD) Esther Ralston Jan. 21

Honeymoon Hate (CD) — Florence Vidor 5415 Dec. 3

Honky Tonky (M) -George Bancroft Dec. 24

Hula (CD) Bow-Brook 5862 Aug. 27

Jazz Orphan, The (CD)-.Esther Ralston O. Jan. 14

Jesse James (D) — Fred Thomson 8656 Oct. 22

Last Command, The (D)..Emil Jannings Jan. 21

Last Waltz, The (D) Special Cast 6940 .Nov. 26

Legion of

Condemned, The. Wray-Cooper.

Mme. Pompadour (D) — Moreno-D. Gish 7180 Aug. 13 Nov. 26

Metropolis (D) — Special Cast 8039 Aug. 13

Nevada (W) — Cooper-Todd 6258 Sept. 10

Now We’re in

Dutch (C) Beery-Hatton —..Jan. 14

One Woman to

Another (CD) Vidor-Shotwell 4022 Sept. 24

Open Range (W) Lane Chandler Nov. 5

Pioneer Scout, The (W).. Fred Thomson Jan. 21

Red Hair (CD) Bow-Rogers Jan. 14

Road to Glory, The (D).Jannings-Brent.

Rough Riders, The (D) Astor-Farrell 8443 ... Oct 1

Running Wild (C) _Fields-Brian 8368—..— Aug. 20

Santa Fe Scout,

The (W)_.. — — Fred Thomson Jan. 21

Secret Allah, The ^194

Secret Hour, The (D) Negr i-Her shoir'Z----- - - Dec. 24

Serenade (D) — Menjou-Wray Dec. 31

Service for Ladies (C)— -Menjou-Carver 6170 Aug. 6

Shanghai Bound (D) Dix-Brian 5515 Oct. 15

She s a Sheik (C) Bebe Daniels 6015 Nov. 12

Shootm Irons (W) Luden-Bronson 5179 Oct. 8

S°f Cushions (C) MacLean-Carol 6838 Aug. 27

Spotlight, The (CD) Ralston-Hamilton Nov. 19

Street of Sin (D) Janning-s-Wray Dec. 10

Stark Love (D) — Special Cast ---6203 'Sept. 17

Swim, Girl, Swim (CM)..Daniels-Hall 6124 Sept. 17

IIIto Sweeney (C).-Conklin-Bancroft 6006 Sept 24

Two Flaming

(C) — — ... Fields-Conklin ... Dec 17

Underworld (M) Bancroft-Brent ™7453 “"Oct.' 29

Way of All Flesh,

The (D). Jannings-Bennett ...8486 Oct. 1

We re All

Gamblers (D)...—_ .Meighan-Millner 5935 Sept. 3

Woman on Trial (D) Pola Negri —.5960 Oct. 29

Title

Players

Length Released

New

Pictures

Girl in the Pullman,

The (C)...„

Gold from Weepah(W
Golden Clown, The (D

Interferin’ Gent,

Land of the Lawless,

Let ’Er Go
Gallegher !

(M) —

My Friend from

India (F)

Obligin’ Buckaroo,

Perfect Gentleman,

A (C) —

Phantom Buster, ..

The (W)

Pieces of China (Travel

Roarin’

Soda-Water Cowboy,

The (W) Walley

..Jetta Goudal

..6568

..Prevost-Ford

-5867.. .

. Oct 21

..Bill Cody —

..Gosta Ekman

-4960

-7913

...Nov. 20

..Harold Lloyd.

..4750

..Rudolph Schildkraut

..Edna Murphy

-5990

..4890

-Oct. 10-
—Nov. 27
..Aug. 7

NTvu 1 3

..Hutchison-Calhoun

..Jack Donovan

.4620

.4076

..Buffalo Bill, Jr

.4Rfi4

.Bill Cody

.Jack Padjan

.4131

.Logan-Hale

..Jan. 23

.Junior Coghlan

.Reynolds-Delaney

.6472

Nov 18

.Pangborn-Fair

.Buffalo Bill, Jr

.Prevost-Landis

.4575

-Oct. 16
-Jan. 2

.Monty Banks _...

• 5626....

Rooeevelt-Rayford

, 5000

, (Travel in China)

.Buddy Roosevelt

,6000

,4542

..Aug. 7

Buffalo Bill, Jr

.Prevost-Ford

Rod La Rocque.

.4375

-Nov. 27
-Dec. 12
-Mar. 12

Walley Wales

Schildkraut-Faye _

4546 —
5397—

-Sept. 25
-Nov. 11

..Nov. 12
..Nov. 19

..Nov. 12

....Nov. 19

Walking Back (M) .Vera Reynolds Mar. 26

What Price Beauty

(CD) Nita Naldi Jan. 22

White Pebbles (WD) Walley Wales 4485 Sept. 4

Wise Wife, The (C) Haver-T. Moore. 5610 Oct. 24-

Wreck of the Hesperus,

The (M) — .Hale-De Grasse. Oct. 31

..Nov. 19

Rayart

Heart of Broadway,

The (D)

Heroes in Blue (Mi-
Law and the Man,

The (D)

On the Stroke of

Twelve (M)

Wanderer of the

West, A (W)

Wild Bom (W)7

Price-Lewis

Jan.

Nov.

Dec.

Nov.

Nov.

..Tex Maynard

Sterling

.H. Costello-R. Frazer Jan. 30-

Buming Up Broadway

(D)

Marry tho Girl (CD)

Outcast Souls (D) Lewis-Bonner 5400 Dec. 15-

Pretty Clothes (D) J. Ralston-Walker 5500 Oct. 15

Stranded (D) Mason-Wm. Collier, Jr - Aug. 15

—Dec. 3
..Nov. 12

Tiffany-Stalil

Girl from Gay Paree,

The (F)

Haunted Ship,

The — ■

Lightning (W)

Night Life (CD)

Once and Forever (D]
Streets of Shanghai

Woman Against the

World (D)

Women’s Wares (D)

Pathe

Almost Human (CD) Reynolds

Angel of Broadway,

-The (D) Leatrice Joy 6555 Oct

Ballyhoo Buster (W) Buffalo Bill. Jr “.Jan

Blue Danube - Leatrice Joy Feh

Border Blackbirds (WD)-Maloney-E. Gilbert— 5326 Aug

Bom to Battle (W) Bill Cody ..

Chicago (M) Phyllis Haver

Combat <D) VValsh-Adams

Country Doctor, The (D)-Schildkraut „11P.

Cowboy Cavalier (W) Buddy Roosevelt 5426 Jan

Desert of the Lost, J‘ln-

Tbe (W). Walley Wales ^ec

Devil s Twin, The (W)... .Leo Maloney 5468 Dec,

Discord (D) Dagover-Ekman ...

Dress Parade (D) Boyd-Love oovv....

Fighting Eagle, The (M)..La Roque-Haver 7972—

Flying Luck (C) Monty Banks

Forbidden Woman,

26

— 5326-

Oct. 3

Aug. 28

Oct. 23

— 7400-

Aug. 22

Jan. 29

— 4933..

Dec. 11

— 7972..

Aug. 29

Air Patrol. The (W)
Alias the Deacon (CE
Back to God’s

Country (D)

Border Cavalier,

The (W)

Buck Privates

Call of the Heart,

Cat and the Canary,
The (My)

Chinese Parrot, The

The

5233.

—Nov. 19

Dec. 1

Dec. 3

....J. Raleton-R. Fraser....

—6049.
.. 6235..

Sept. 1

...Patsy Ruth Miller

...5639..

Oct. 15— -

—Nov. 12

...Belle Bennett.

6448..

Nov. 15

Jan. 1

... Brent-Lytell

...5614..

Oct. 1

..Nov. 12

Universal

...Al Wilson

... Hersholt-Marlowe

...6869...

Jan. 22

. 5751—

-Nov. 12

4427

-Dynamite

Jan. 29

-7790...

5623...

7304

— Oct. 23

Ted Wells

—Dec. 18

Clean Up Man,

(W)

Cohens and Kellys

in Paris (C) Sidney Jan. 1

Desert Dust (W) Ted Wells Dec. 18

Fangs of Destiny (W) — .Dynamite Dec. 4

Fearless Rider, The

(W) Fred Humes Jan. 15

Finders Keepers (CD) Laura La Plante Feb. 5

Foreign Legion (D) Kerry-Stone.

Galloping Fury (W) Hoot Gibson 5503 Nov. 20

Hero for the Night, A — -5711

Hey, Rube Hoot Gibson.

Irresistible Lover,

The (CD) Kerry-Moran 6958 Dec. 4

Jazz Mad (D) Hersholt-Nixon

Les Miserables (M) Gabrio-Toulont 7713 Oct. 23

Lone Eagle, The Kent-Keane 5862 Sept. 18-

Man Who Laughs, The.... Veidt-Philbin.

Man’s Past, A (D) Veidt-Kent 6135 Dec. 25

—Nov. 12

48

EXHIBITORS HERALD

December 10, 1927

Title

Players

Length

Released

New

Pictures

Title

Players

Length

Released

Mile-a-Minute-Love
One Glorious Scrap
Out AH Night (C)..
Painted Ponies (W)

(C)..Denny-Kent

_.Humes-HoImes

...Denny-Nixon

.Hoot Gibson

.6170

.5416

-Nov. 20
..Sept. 4
-Sept. 25.

....Nov.

19

Beware of Married

Warner Brothers

..Dec. 18

Brass Knuckles (D)

-Blue-Bronson

...6330

..Dec. 3

Rawhide Kid, (W)..

Hoot Gibson

Laura LaPlante

.6166

19

Bush Leaguer, The
(CD)

Sky High Saunders..

A1 Wilson

.4393

..Nov. 6

..6281

.Aug. 20

Small Bachelor, The (C)..Beranger-Kent

Straight Shootin’ (W) Wells

.6305

..Nov. 6..
-Oct. 16

—Dec.

3

Desired Woman, The
(M)

_ Irene Rich -

..6408

-Aug. 27

Thirteenth Juror,

The (D)

Bushman-Nilsson

.5598

3

Dog of the Regiment,

5002

Ort 29

13 Washington Square.... Jean Hersholt.

..Oldfield-Miller

...6767

Three Miles Up

. A1 Wilson

..4041 . .

Fortune Hunter,

Thp (C)

On Your Toes (C)..

Denny-Worth

. 6639

Nov. 7

Wild Beauty (CD)_

,_Rex

-5192

Nov 27

Girl from Chicago,

TIia /M\

Wild Blood

... Rex.

5978

NAv 5

Wolf’s Trail

...Dynamite, the dog

.4167

Ginsberg the Great (C)..

Glorious Betsy

Good Time Charley (D)..
Ham and Eggs at the
Front (C)

United Artists

..Dolores Costello.

...6302

..Nov. 12

Circus, The

.Wilson-H. Conklin

...5569

..Sept. 17

Jaws of Steel (D)

..Rin-Tin-Tin

Little Snob, The

..May McAvoy.

Douglas Fairbanks

Missing Link, The (C _
Old San Francisco (M).

-6485...,.

-Aug. 7
..Sept. 4

_D. Costello-Oland

...7961

One Round Hogan (M).

..Monte Blue

...6357

..Sept. 17

Drums of Love.

Reno Divorce, A (D)

Sailor Izzy Murphy (F).
Sailor’s Sweetheart,

A (Cl

5492

Oct. 22

..8550

629.5

Oct. 8

My Best Girl (M)..
Ramona (D)....

Mary Pickford

...5685

Sadie Thompson

Silver Slave, The (D)

_.Rich-Ferris

...6124

Sorrell and Son

...6412

Tempest (M)

...John Barrymore

..Dec.

When a Man Loves (R)

.. Barrymore-D. Costello

...10081...

-Aug. 21

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

What’s Your Opinion, Gentlemen?

ELMWOOD, WIS. — To the Editor: We
have been wondering if it is the best policy
for a theatre to establish one standard price
for all shows, or is it better to change
prices on the larger productions.

If you have ever conducted a survey
among the theatres, will you please give us
the result of it.

Thanking you in advance, we are — C. E.
Holt, Legion theatre, Elmwood, Wis.

One Million Thanks

MORGANZA, LA. — To the Editor: En-
closed reports on two pictures. If you
think we are making our reports too long,
please advise and we will cut them down.

The writer wishes to take this oppor-
tunity to tell you how very much he enjoys
every issue of the Herald. Any exhibitor
who is not getting and reading your maga-
zine is certainly missing plenty of good in-
formation which is beneficial to his busi-
ness.

The writer, on March 13, 1928, will cele-
brate his fourth year as manager of this
theatre. During that time he has not missed
one issue of your magazine. He would
rather miss a meal than one copy.

Wishing you continued success and, with
the compliments of the season, we are —
T. S. Landry, Columbia Theatre, Morganza,
La.

Personal to Jaysee

WINCHESTER, IND.— ' To the Editor :
I was amazed and almost struck dumb when
J. C. Jenkins stepped in on me. He and
my neighboring competitor, R. S. Wenger,
just swooped down on me and for the
balance of the day we all just knocked off
and just started to visit a little and talk a
lot about the industry. And when the wee
hours, which came all too soon, arrived, I
am not so sure but what we just about had
everything all our way in this business, and

the things that were said about what should
be done will be sure to be heard around
the world.

But no joking, J. C. Jenkins is doing the
exhibitors a lot of good stepping in on ’em
the way he does. Personally, I was glad
to have had the opportunity to greet him
here in Winchester. It was a benefit and a
pleasure to me that I will not forget. When
the time comes to put J. C. Jenkins across
for something or other, you may be assured
I want to help.

Hoping for continued success of the
Herald, and all of her different contrib-
utors, I am — W. H. Brenner, Cozy theatre,
Winchester, Ind.

A Public Spanking for J. C.

HAMILTON, O.— To the Editor : The
die is cast. The challenge has been made
and J. C. Jenkins must be spanked. There
is no alternative.

After all the nice things J. C. said about
the Palace theatre, Mr. Harry Silver and
yours truly, in his letter to Exhibitors
Herald dated November 14, it seems like
the veriest variety of ingratitude for me
to show even the slightest degree of an-
imadversion, or indulge a desire to express
disapprobation, though it be in its most
negligible form, at some of the hyperbolical
remarks made in his recent expostulations.
But since he has had the effrontery to
thus contumaciously attack me in the pub-
lic prints, I can only accept the challenge — -
made in a monent of aberration — and give
utterance to a few remarks.

J. C.’s premeditated and libelous attack
on Ohio’s weather conditions published in
one of his recent epistolary effusions was
a subject I had intended “calling” him on.
It had been my intention of pointing out
to him that in this glorious state Old Sol
corruscates his scintillating rays with the
same degree of regularity and effulgence
as he does on the prairies of Nebraska,
and that if he had stopped to think, he
would have known that what he considered
gloom, was only smoke from the vast indus-
trial plants of Ohio’s cities, turning out
machinery that is to be used in harvesting
corn grown in Nebraska, that is to be re-
turned to Ohio and used in making — -let’s
see, what is it they use corn in making?
But that can pass, and I shall say nothing
about it.

Then there was that remark about dough-
nuts being fried. They may fry them in
Nebraska, but in Ohio they are cooked.
But why bring that up?

These and other exasperating remarks,

made no doubt in a spirit of levity by J. C.,
can go unnoticed, and be dismissed as mere
peccadilloes. But for a newspaper man to
forget the name of a principal in a story
he is going to write is a cardinal crime,
which cannot be condoned. There is not
one extenuating circumstance in this case.
There is no chance to vindicate J. C. He
must stand abashed, or something like that.

When he was a guest of the Palace the-
atre, J. C. was led through the intricacies
of a most elaborate system of lighting ef-
fects' by the inventor, Mr. Gus Betz, chief
projectionist of the Palace, and the man
who is known far and wide for his perfect
projection.

Merely trying to gloss over your mistake
in forgetting Mr. Betz’s name by saying
that the Palace projection is about the best
you have ever seen won’t do, T. C. We will
forgive you for the nasty remark about
our weather, and your apparent ignorance
as to doughnuts, but a public apology to
Air. Betz is the only thing that will be
accepted. — Joe Mayer, Palace theatre, Ham-
ilton, O.

$40,000 Gregory Suit
Comes Up for Trial Soon

( Spec'al to the Herald)

INDIANAPOLIS, Dec. 6.— The Ham-
mond Theatre Company, of which William
Kleihege is president, formerly the S. J.
Gregory Theatrical Company, is' suing Greg-
ory for $40,000, which it is alleged he owes
the company.

Governor Tackson has named Judge
Claude V. Ridgely of the superior court at
Gan' to sit in the trial in the circuit court
at Valparaiso. The case is scheduled to
come up in a few weeks.

Maria Corda in N. Y . for
“ Helen of T roy” Premiere

(Spec'al to the Herald)

HOLLYWOOD, Dec. 6.— A farewell
luncheon was tendered Alaria Corda last
Friday at the Roosevelt hotel by First
National studios. Alis's Corda, who is
starred in “The Private Life of Helen of
troy,” is going to New York to attend the
onening of her initial American picture at
the Globe theatre, tomorrow night. She
was accompanied on the trip by Margaret
Ettinger, press representative. She will re-
turn about Christmas.

December 10, 1927

EXHIBITORS HERALD

49

BOX OFFICE TICKER

°lhe HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Ben Hur (MCM) 96.50%

No Man's Cold (Fox) 79.72%

The Iron Horse (Fox) 78 61%

The Mysterious Rider (Par) 77.70%

Rookies (M G M) 76.76%

Irene (FN) 76.75%

Laddie (F B O) 76.31%

Chip of the Flying U (U) 75.60%

The Great K. and A. Train Robbery (Fox) -74.80%

Keeper of the Bees (F B O) 74.33%

The Cohens and Kellys (U) 74.28%

The Vanishing American (Par) 73.95%

Tell It to the Marines (MCM) 73.47%

Hills of Kentucky (WB) 73.33%

Naughty but Nice (FN) 72.76 %

The Winning of Barbara Worth (UA) 72.60%

The Calgary Stampede (U) 72.54%

The Last Trail (Fox) 72.40%

The Phantom of the Opera (U) 71.90%

Arizona Sweepstakes (U) 71.42%

The Magic Garden (F B O) 71.34%

Tillie the Toiler (MGM) 71.14%

The Volga Boatman (PDC) 70 68%

The Gorilla Hunt (F B O) 70.64%

Johnny Get Your Hair Cut (MGM) 69.64%

The Bat (UA) 69.47%

Slide Kelly Slide (MGM) 68.97%

The Gentle Cyclone (U) 68.81%

It (Par) 63.52%

Ella Cinders (FN) 68.46%

The Sea Beast (WB) 68.45%

The Son of the Sheik (UA) 68 09%

Don Mike (FBO) 67.95%

Man on the Box (WB) 67.70%

Mr. Wu (MGM) 67.70%

Tarzan and the Golden Lion (FBO) 67.64%

The Scarlet West (FN) 67.40%

The Tough Guy (FBO) 67.27%

Man of the Forest (Par) 67.17%

The Kid Brother (Par) 66.90%

The Last Frontier (PDC) 66.78%

The Midnight Kiss (Fox) 66.70%

The Campus Flirt (Par).... 66.60%

The Four Horsemen (MGM) 66.50%

Flesh and the Devil (MGM) 66.25%

The Phantom Bullet (U) 66.23%

The Quarterback (Par) 66.15%

The Black Pirate (UA) 66.04%

Senor Daredevil (FN) 65.88%

Casey at the Bat (Par) 65.81%

Babe Comes Home (FN) 65.72%

The Unknown Cavalier (FN) 65.66%

Thre Bad Men (Fox) 65.60%

Let’s Get Married (Par) 65.00%

The Devil Horse (P) 64.82 %

Desert Gold (Par). 64.81%

The Limited Mail (WB) 64.70%

Sea Horses (Par) 64 6°%

His Secretary (MGM) 64.50%

The Night Cry (WB) 64.33%

For Heaven’s Sake (Par) 64 00%

Corporal Kate (PDC) 63 83%

Up in Mabel’s Room (PDC) 63.81%

Across the Pacific (WB) 63.78%

We’re in the Navy Now (Par) 63.70%

Canyon of Light (Fox) 63.43%

Skinner’s Dress Suit (U) 63.48%

Hands Across the Border (FBO) 63 40%

While London Sleeps (WB) 63 00%

The Man in the Saddle (U) 62.85%

Little Annie Rooney (UA) 62.8.3%

Tin Hats (MGM) 62.82%

Frisco Sally Levy (MGM) 62.80%

Lone Hand Saunders (F B O) 62.71%

The Overland Stage (FN) 62.60 %

Land Beyond the Law (FN) 62.20 %

Brown of Harvard (MGM) 61.96%

The Scarlet Letter (MGM) 61.94 %

Heaven on Earth (MGM) 61.63%

California Straight Ahead (U) 61.69%

A Regular Scout (FBO) 61.36%

War Paint (MGM) 61 17%

Tony Runs Wild (Fox) 60.94%

The Two Gun Man (FBO) 60.85%

His People (U) 60 70%

Sweet Daddies (FN) 60.55%

Twinkletoes (FN) 60.50%

Behind the Front (Par) 60.35%

Tramp Tramp Tramp (FN) 69.06%

The Buckaroo Kid (U) 60 05%

The Fire Brigade (MGM) 60.00%

Clash of the Wolves (WB) 59.93%

The Understanding Heart (MGM) 59.88%

The Masquerade Bandit (F B O) 59.72%

The Waning Sex (MGM) 59.51%

The Teaser (U) 59.50%

Orchids and Ermine (FN) 59.46%

Son of His Father (Par) 59.40%

The Flaming Forest (MGM) 59.32%

That’s My Baby (Par) 59 00%

Under Western Skies (U) — 58 83%

The Denver Dude (U) 58 66%

The Wilderness Woman (FN) 53 64%

The Flaming Frontier (U) 58.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (MGM) 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

Rolling Home (U) 57.75%

Paradise (FN) 57.50%

The Dark Angel (FN) 57.14%

Private Izzy Murphv (WB) 57.00%

The Eagle (UA) 56.90%

Stella Dallas (UA) - 56.90%

The Flying Horseman (Fox) 56.85%

Knockout Riley (Par) 56.80%

The Temptress (MGM) 56.73%

Old Clothes (MGM) 56.69%

Let It Rain (Par) 56.47%

Mike (MGM) 56.45%

Sallv of the Sawdust (UA) 56.4 5%

Men of Steel (FN) 56.36%

Blind Alleys (Par) 56.30%

Kid Boots (Par) 56 29%.

The Red Mill (MGM) 56.15%

Wild Justice (UA) 55.86%

The Rainmaker (Par) 55.72%

Born to the West (Par) 55.63 %

Forlorn River (Par) 55.57%

For Alimony Only (PDC) - 55.40%

Forever After (FN) - 55.27%

Mantrap (Par) 55.20%

It Must Be Love (FN) 55.18%

Winners of the Wilderness (MGM) 55.10%

The Johnstown Flood (Fox) 55.08%

The Unknown Soldier (PDC) 55.00%

What Happened to Jones (U) 54.88%

The Cowboy Cop (FBO) 54.76%

Desert Valley (Fox) 54.61%

Upstage (MGM) 54.56%

Poker Faces (U) 54.50%

Hero of the Big Snows (WB) 53.90%

The Road to Mandalay (MGM) 53.90%

The Silent Rider (U) 53.75%

The Barrier (MGM) 53.70%

Red Hot Leather (U) 53.70%

Her Father Said No (FBO) 53 50%

The Runaway (Par) 5Q.40 %

The Family Upstairs (Fox) 53.°6%

The Blue Eagle (Fox) . 53 06%

The Midnight Sun (U) 52.77%

The Palm Beach Girl (Par) 52 75%

Mother (F B O) 53.72%

Sweet Rosie O’Grady (Col) 52.72%

Miss Nobody (FN) 52.66%

The Return of Peter Grimm (Fox) — 52 66%

Subway Sadie (FN) 52 63%

Breed of the Sea (FBO) 52.52%

Her Big Night (U) 52.20%

Stranded in Paris (Par) 52.04%

The Country Beyond (Fox) 52.00%

Kosher Kitty Kelly (FBO) 51.95%

Prince of Pilsen (PDC) 5160%

Variety (Par) 51 5"%

The Strong Man (FN) 51.46%

The Greater Glory (FN) 51.36%

Stepping Along (FN).. 51.35%

Say It Again (Par) 51.15%

Aloma of the South Seas (Par) 51.10%

Tumbleweeds (UA) 51 .07%

Spangles (U) 51.00%

Sparrows (UA) 50.°5%

Bred in Old Kentucky (FBO) 50.90%

Combat (U) ^ 50 80%

Eagle of the Sea (Par) 50 69%

Outside the Law (U) 50.60%

The Arizona Streak (F B O) 50.53%

The Still Alarm (U) 50.38%

The Wanderer (Par) 50.36%

Whispering Wires (Fox)... 50.33%

Hogan's Alley (WBO) 50.25%

Mare Nostrom (MGM) -.50.22%

Prisoners of the Storm (U) 50.13%

The Ice Flood (U) - 50.00%

You Never Know Women (Par) 50.00%

The Brown Derby (FN) 49.90%

Padlocked (Par) 49.88%

Pals in Paradise (PDC) 49.83%

The Million Dollar Handicap (PDC) 49.82%

Tin Gods (Par) 49.76%

The Show Off (Par) 49.73%

One Minute to Play (FBO) 49.66%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

Love ’Em and Leave ’Em (Par) : 49.31%

The Runaway Express (U) 49.25%

So’s Your Old Man (Par) 49.05%

The Adorable Deceiver (FBO) 48.63%

Faust (MGM) 48.60%

The Music Master (Fox) .' — 48.60%

Whispering Smith (PDC) 48.45%

The Potters (Par) - 48.30%

Balling Butler (MGM) 48.16%

Her Honor the Governor (F B O) 48.11%

Syncopating Sue (FN) 48.09%

The New Commandment (FN) - 48.08%

Paradise for Two (Par) 47.94%

New York (Par) 47.81%

The Taxi Dancer (MGM) 47.40%

Wedding Bills (Par) 47.36%

Desert's Toll (MGM) 47.33%

Hair Trigger Baxter (FBO) - 47.18%

The Waltz Dream (MGM) 47.15%

Dancing Mothers (Par) 46.90%

Wet Paint (Par) 46 81%

There You Are (MGM) — 46.77%

Take It from Me ( U ) 46.75%

Out of the West (FBO) - 46.09%

Altars of Desire (MGM) 45.69 %

The Silent Lover (FN) 45.40%

The Border Sheriff (U) 45.00%

The Cat’s Pajamas (Par) 44.93%

Just Another Blonde (FN) 44.91%

Fine Manners (Par) 44.40%

The Marriage Clause (U) 44.35%

Thirty Below Zero (Fox) — 44.30%

The Blind Goddess (Par) 43.88%

The Mystery Club (U) 43.83%

Mismates (FN) 43.72%

Blonde or Brunette (Par) 43.50%

The Duchess of Buffalo (FN) 43.46%

A Little Journey (MGM) - 43.46%

The New Klondike (Par) 43.27%

Partners Again (UA) 42 87%

Bardleys the Magnificent (MGM) 42.7.3%

Miss Brewster’s Millions (Par) — 42.12%

La Boheme (MGM) 41.95%

Midnight Lovers (FN) 41.85%

The Love Thief (U) 41.72%

Ladies at Play (FN) 41.61%

The Canadian (Par) 41.58%

Hold That Lion (Par) 41.54%

Special Delivery (Par) 41.40%

Blarney (MGM) . ...1 41.38%

A Kiss in a Taxi (Par) 41.36%

The Old Soak (U) 41.06%

The Wise Guy (FN) 40 92%

Fascinating Youth (Par) 40.89%

Held bv the Law (U) 40.88%

Kiki (FN) 40.70%

Fig Leaves (Fox) - 40.2.3%

The Bov Friend (MGM) 40.20%

Bigger Than Barnums (FBO) 30.53%

Everybody’s Acting (Par) 38.70%

The Ace of Cads (Par) 38.66%

Steel Preferred (PDC) 38.36%

Perch of the Devil (U) 37.85%

Nell Gwyn (Par) 37-54 %

Into Her Kingdom (FN) 36 39%

The Amateur Gentleman (FN) 35.70%

The Great Gatsbv (Par) 35.33%

The Magician (MGM) 34.42%

You'd Be Surnrised (Par) 34.23%

Exit Smiling (MGM) 33.50%

50

EXHIBITORS HERALD

December 10, 1927

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

|1

The Recognized National Classified Advertising Medium

For Sale

CUTS. We design and make distinctive trade
cuts. Two sizes, $10.00. Address Eagle Service,
3197 Plankinton Bldg., Milwaukee, Wis.

Position Wanted

EXPERT drummer, Tympani, Chimes, Xylo-
phone, house and orchestra Bells, full line of
Traps. Ten years Keith Vaudeville experience
Xylophone soloist. Wish steady position. Write
Fred Seel, 126 Woodfin St., Asheville, N. C.

THEATRE ORGANIST — Experienced on all
makes. Go any place. Mabel Young, Plaza Hotel,
North Ave. and North Clark St., Room 212-B,
Chicago, 111.

VIOLIN LEADER — Wife Pianist. Union, Re-
liable, Experienced. Large Library. Pictures Cor-
rectly Cued. Go anywhere. Want permanent loca-
tion. Address Box 217, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

ORGANISTS thoroughly trained and experi-
enced in theatre work. Men and women now
ready for good positions. Union or nonunion.
Write salary and other data. Address, Chicago
Musical College, 64 E. Van Buren, Chicago.

Theatre For Sale

THEATRE for sale, seats 340. Population 700,
equipment, Fotoplayer, Power machine, Perfec-
tion lamp. Price $6,000. Half cash. Address
W. L. Uglow, Burlington, Wisconsin.

THEATRE for sale, Brick building and equip-
ment, seats 200, population 500. Will take one
half cash, balance to suit buyer. Write Mrs.
Hulda Green, Green River, Utah.

Theatre Wanted

WANTED TO LEASE— Theatre in good
town under 10,000 population. State all in first
letter. Address Box 222, Exhibitors Herald, 407
S. Dearborn St., Chicago, 111.

WANT TO LEASE THEATRE in town from
one to two thousand. Prefer no competition.
Know exhibition game thoroughly. Will lease
outright or operate on percentage. Can furnish
banker’s reference. Have some cash. Would
probably buy later. Prefer location east of Mis-
sissippi. Write or wire Earle Hendren, Harts-
horne, Oklahoma.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzCT Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new R'eproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complete list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

CHAIRS — Chairs. Have combined three the-
atres in one and have three hundred chairs to
sell, cheap ; have no place to store them. Ad-
dress A. R. Workman, Marseilles, 111.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

HIGH GRADE, GUARANTEED USED
EQUIPMENT at very reasonable prices. All
makes of motion picture machinery such as Sim-
plex, Powers, Motiograph projectors, Powers high
intensity arc lamps, compensators of all kinds,
motors, and Mazda regulators. Also first class
overhauling done on all kinds of motion picture
equipment. An inquiry will bring a prompt quota-
tion. It pays to investigate. Address Joseph
Spratler, 12-14 E. 9th St., Chicago, 111.

BARGAINS — Pre-Inventory Sale — Bargains. We
have a very excessive stock accumulated in our
warehouse of theatrical equipment which must be
reduced, consisting of rebuilt projectors and gen-
erators, upholstered and veneered theatre chairs
in new and used, and other equipment. This
equipment must be disposed of before the first of
the year at very reasonable prices in order to
reduce our inventory. Write us your needs. Ad-
dress Illinois Theatre Equipment Co., 12-14 E.
9th St., Chicago, 111.

THEATRE Equipment bargains. Anything you
need, we have it. Big savings. Send for litera-
ture. Address Western Motion Picture Co., Dan-
ville, Illinois.

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes. Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Stationery

NEARGRAVUREMBOSO (Type embossed)
Stationery unique, 100 each letterheads, envelopes,
special $5.50 cash, pospaid. Samples. Sollidays,
Knox, Indiana.

Banners

SPECIAL price on flashy hand painted perma-
nent oil cloth signs, $2.00 per square yard, 15
word limit. Cloth banners, 3x10 feet, $1.40. Bar-
gain paper banners. Address Midwest Advertising
Co. 1717 Wyandotte St., Kansas City, Mo.

December 10, 1927

EXHIBITORS

HERALD

51

*‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors’ reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

STOLEN PLEASURES: Helene Chadwick— Our
patrons had a whole lot of laughs over this mari-
tal mix-up. Good photography and the reels in
good shape. It seemed to please a good lot of
people and we had no kicks on it. Seven reels. —
Giacoma Brothers, Crystal theatre. Tombstone,
Ariz. — General patronage.

FBO

THE FIGHTING HOMBRE: Bob Custer— 75%.
October 28-29. Pleased our clientele. Bob popu-
lar here. Good Western subject, photography,
direction, and everything. . Five reels. — Ed. C.
Curdts, Bijou theatre, Greenville, S. C. — General
patronage.

SPLITTING THE BREEZE: Tom Tyler— 50%.
November 19. Not the best Tyler that we have
shown. Can only say fair for this one. The fact
that Frankie Darro did not appear proved a big
disappointment to the majority, especially the
kids. Five reels. — M. F. Bodwell, Paramount
theatre, Wyoming, 111. — General patronage.

LIGHTNING LARIATS: Tom Tyler— 67%. No-
vember 19. This is one Tyler picture which failed
to please. Not up to Tom's standard. Five reels.
— Newman & Gordy, Ne-Go theatre, Toronto, Kan.
— General patronage.

ARIZONA NIGHTS: Fred Thomson 90%. No-
vember 25. Fred packed them in on our cash
night and picture pleased. Regret F B O let this
boy get away. However, he was only making
four each season, so it’s all right. Six reels. — -
S. G. Fry, Palace theatre, Mt. Pleasant, Tex. —
General patronage.

THE GORILLA HUNT: Special cast— 90%,
November 26. This is a real educational picture
and has some real thrills in it. It is all filmed
in the heart of Africa. Wonderful scenery of
jungle, the Congo, cannibals, pygmies, lions and
the big thrill of shooting at 450 gorillas at close
range. This picture should go good anywhere. —
H. B. Osbom, Community theatre, Mt. Hope, Kan.
— Small town patronage.

CLANCY’S KOSHER WEDDING, THE GREAT
MAIL ROBBERY, NOT FOR PUBLICATION,
SHANGHAIED, THE HARVESTER, JUDGE-
MENT OF THE HILLS: Special casts — Every
one of these pictures are a different type of
picture. We note one lady registered a kick
against “Judgement of the Hills” but her com-
ment was very misleading to me as I found a
better picture than I expected. — A. J. Steggall,
Cozy theatre, Fayette, la. — General paronage.

THE BANDIT’S BABY: Special cast— 77%.
May 7. Fred and Silver do well in this. Above
the average Thomson. Silver King liked here.
Seven reels. — A. T. Kincannon, Oneida theatre,
Blue River, Wis. — Small town patronage.

THE BANDIT’S SON: Bob Steele — November
26. Our first Steele, regret we were disappointed.
Too slow. Come on, Bob, pep up, give us some
two-gun stuff, and lots of hard riding. Don’t
pose too much, they want action. Five reels. —
S. G. Fry, Palace theatre, Mt. Pleasant, Tex. — -
General patronage.

BREED OF THE SEA: Stpeeial cast— 25%.
November 18. A good program picture. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

BREED OF THE SEA: Ralph Ince — This made

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross oj picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKLER
appears on page 49.

a very good regular. It pleased our patrons. Six
reels. — Giacoma Brothers, Crystal theatre, Tomb-
stone, Ariz. — General patronage.

COLLEGIATE: Alberta Vaughn — 25%. Novem-
ber 16. A good entertaining program picture. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

DON MIKE: Fred Thomson — 85%. November
18-19. While this is a good picture, it did not
seem to please as well as his straight Westerns.
Fred does the work in this one while Silver King
has only one or two chances to show off. Six
reels. — Ralph Menefee, Palace theatre, Hoxie, Kan.
— Small town patronage.

THE BLUE EAGLE: George O’Brien — 80%.
November 18. Picture starts out with view of
U. S. navy and is good, but picture is draggy in
places. Has to do with gang warfare. Picture
is clean. — H. B. Osborn, Community theatre.
Mount Hope, Kan. — Small town patronage.

THE OUTLAW" DOG: Ranger — Very good.
Plenty of action and the Negro furnishes plenty
of good comedy. Five reels. — G. B. Orne, Rich-
mond theatre, Richmond, Vt. — General patronage.

ARIZONA NIGHTS: Fred Thomson — Lots of
action and some impossible stuff. Will please
Saturday night crowds. Seven reels. — G. B. Orne,
Richmond theatre, Richmond, Vt. — General pat-
ronage.

ONE MINUTE TO PLAY: Red Grange— No-
vember 20-21. This is not exactly new, but drew
just as many now as it would have when it was

brand new a year ago, and cost just one-tenth of
what they wanted to rimrack me for it then.
There is nothing special about it and if it were
two reels shorter it would be a pretty good pro-
gram picure. If your patrons are not crazy about
football it is worth your program price. What a
sweet rimming I would have taken if I had ever
been foolish to pay their last year’s price. Seven
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

TOM AND HIS PALS: Special cast— A clean,
light Western picture that pleases those who like
stories. Frank Darro is liked by everyone. —
Charles Lauer, Jewel theatre, Texas City, Tex. —
General patronage.

SILVER COMES THRU: Fred Thomson— No-
vember 29. Thomson a very good drawing card.
Picture just ordinary. Six reels. — M. F. Bod-
well, Paramount theatre, Wyoming, 111. — General
patronage.

First National

AMERICAN BEAUTY: Billie Dov^-Here is
another knockout for Billie Dove. She is superb
in this one, whatever that is, you know what I
mean anyway. Billie Dove is there right now
and the women folks come flocking in to see how
she does it. “American Beauty” is a well made
and well cast picture with a very interesting story
true to life all the way through. Should please
all, but more particularly the women. Seven
reels. — W. H. Brenner, Cozy theatre, Winchester,
Ind. — General patronage.

LAND BEYOND THE LAW: Ken Maynard—
38%. October 25, Another good Western. — Roy
W. Adams, Pastime theatre, Mason, Mich. — Gen-
eral patronage.

LONESOME LADIES: Lewis Stone— 65%. Oc-
tober 26. Very good picture with a wonderful
cast including Anna Q. Nilsson. Mr. Stone and
Miss Nilsson seem to draw very good. Just a
little draggy at first but each scene gets a little
better and ends with a smashing climax. Special,
no. Sunday, no. Six reels. — G. E. Shilkett, Rex
theatre, Joplin, Mo. — General patronage.

BABE COMES HOME: Babe Ruth— 62%. No-
vember 17. A most excellent picture. School
Improvement put on “Womanless Wedding” same
night and hurt receipts. — H. B. Grice, Aiken Mills
theatre, Bath, S. C. — General patronage.

BABE COMES HOME: Babe Ruth — October
7-8. Played this the week of the World Series,
but it just would not pull ’em in. The men came
but the women did not and the result was not
so good. It is a very good picture that will please
if you can get them in, but they ask too much
for it. Don’t pay more than program price. Six
reels. — M. A. Manning, Opera House, Baldwin,
Wis. — Small town patronage.

DANCE MAGIC: Pauline Starke — 65%. Novem-
ber 2. A fair picture with nothing unusual in the
story or plot. Has some very fine acting on the
part of Miss Starke and Ben Lyon. The picture
is slow in action and no comedy to speak of.
Sunday, no. Special, no. Seven reels. — G. E. Shil-
kett, Rex theatre, Joplin, Mo. — General patronage.

LADIES AT PLAY: Special cast — 28%. No-
vember 8. Some wild times in this, but all my
people seemed to take it in fun. — Roy W. Adams,
Pastime theatre. Mason, Mich. — General patronage.

JUST ANOTHER BLONDE: Jack Mulhall—
51%. November 3. Delightful entertainment.—

52

EXHIBITORS HERALD

December 10, 1927

H. B. Grice, Aiken Mills theatre, Bath, S. C. —
General patronage.

FOREVER AFTER: Special cast — 6 1 % . Novem-
ber 10. Gave general satisfaction. — H. B. Grice,
Aiken Mills theatre, Bath, S. C. — General patron-
age.

ALL ABOARD: Johnny Hines — 22%. Novem-
ber 16. If I were looking for good entertainment,

I wouldn’t go to see Johnny Hines in anything,
but maybe you would, and if such be the case
you’ll like him in “All Aboard.” The comedy
situations are of the type found in two-reelers,
and are therefore enjoyed by the children. Per-
sonally, I do not attend the theatre for the two-
reel comedies, and I guess most of my patrons
don’t either, judging from the box office receipts.
Seven reels. — -Leona Conner, Columbia theatre, •
Milton, la. — Small town patronage.

ALL ABOARD: Johnny Hines — November 22-
23. This is an average Hines picture. All his pic-
tures would be better if they kept them in five
reels. There is no sense in dragging any of his
pictures into seven reels. The kids thought it was
pretty good. Lots of hokum in the last two reels
which reminds one of a serial. Seven reels. — Wm.

E. Tragsdorf, Trags theatre, Neillsville, Wis. — -
Small town patronage.

THE UNKNOWN CAVALIER: Ken Maynard
— 61%. October 27. Very good, as all other ex-
hibitors say. However, new to our patrons. Will
see how they turn out for the next one. — H. B.
Grice, Aiken Mills theatre, Bath, S. C. — General
patronage.

FOREIGN DEVIL: Special east — Prefer West-
erns.— O. P. Brumback, Colonial theatre, Moulton,
la. — General patronage.

THREE’S A CROWD: Harry Langdon — Novem-
ber 27-28. Too bad 1 We like Harry, but he sure
flopped in this one. Six reels with a few scattered
laughs, and occasionally some mild pathos. Can't
give it a percentage rating, as I played it with
another attraction. — Roy W. Adams, Pastime the-
atre, Mason, Mich. — General patronage.

THE DROP KICK: Richard Barthelmess — Nice
college and football story. Good for any night.
Just pay program price, and you make expenses
as any small town fellow will. Seven reels. — H. L.
Karlen, Karlen theatre, Monticello, Wis. — General
patronage.

THREE’S A CROWD : Harry Langdon — It won’t
be long until Harry will be poison at the box

office at this rate. Gets a few laughs here and
there, but he does too much posing and stalling.
“Saturday Afternoon” and “There He Goes” from
Pathe are much better and cheaper. Six reels. — -
P. G. Vaughan, Sun theatre, Kansas City, Mo.—
General patronage.

SEE YOU IN JAIL: Jack Mulhall— October
21-22. A dandy comedy drama that pleased nearly
all. Just the kind of entertainment my crowd
likes. Six reels. — M. A. Manning, Opera House,
Baldwin, Wis. — Small town patronage.

STEPPING ALONG: Johnny Hines— October
28-29. A fair picture but not so good as his for-
mer ones. Seven reels. — M. A. Manning, Opera
House, Baldwin, Wis. — Small town patronage.

•LOST AT THE FRONT: Sidney-Murray— No-
vember 11-12. While this did not draw quite as
good as expected on account of bad weather, yet
it sure pleased those who came. It is not the
special they try to tell you it is, but is a little
better than program material and if these stars
are liked should go over for you. Six reels. —
M. A. Manning, Opera House, Baldwin, Wis. —
Small town patronage.

SMILE BROTHER SMILE: Jack Mulhall— No
fault to find with this one. Wish they were all as
good. It will please. — O. G. Blakeslee, Cozy the-
atre, Medford, Wis. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— An-
other nice little picture of Colleen Moore, but
nothing big. Just ordinary good entertainment.
Seven reels. — H. L. Karlen, Karlen theatre, Monti-
cello, Wis. — General patronage.

THE PRINCE OF HEAD WAITERS: Lewis
Stone — An extra good program picture, well pro-
duced, well acted and gave good satisfaction.
Seven reels.— O. G. Blakeslee, Cozy theatre, Med-
ford, Wis. — General patronage.

THE OVERLAND STAGE : Ken Maynard— One
of his best pictures although his pictures do not
draw the women in my town. Seven reels — M. A.
Manning, Opera House, Baldwin, Wis.— Small
town patronage.

ORCHIDS AND ERMINE: Colleen Moore--No-
vember 24-25-26. This one pleased my patrons
better than any of Miss Colleen’s previous efforts.
Please, Miss Moore, continue giving us this type
of story and we will stick by you even though
fickle old J. C. does jump from one to another
every new moon. Seven reels. — M. A. Manning,
Opera House, Baldwin, Wis. — Small town patron-
age.

TWINKLETOES: Colleen Moore— October 14-15.
Miss Colleen does the best she can to put it over,
but the story is just not there. This is her poorest
picture. Cut out the foreign stuff and give Miss
Moore stories of the poor American girl and she
will always be the favorite with those who pay
the bills. Eight reels. — M. A. Manning, Opera
House, Baldwin, Wis. — Small town patronage.

Fox

PAID TO LOVE: Special cast — 26%. Novem-
ber 6-7. Entertaining comedy drama. — Roy W.
Adams, Pastime theatre, Mitson, Mich. — -General
patronage.

DESERT VALLEY: Buck Jones— 60%. Novem-
ber 26. A picture that drew well on Saturday
night, and pleased the most of my patrons. Five
reels. — D. F. Davis, Crystal theatre, Silver Creek,
Neb. — Small town patronage.

THE MUSIC MASTER: Alec B. Francis— 90%.
November 21-22. High per cent due to tieup with
Schools. Picture is art, but folks want more enter-
tainment and less art. Cast supreme, and higher
class patronage will say fine. — S. G. Fry, Palace
theatre, Mt. Pleasant, Tex. — General patronage.

THE MUSIC MASTER: Special cast— A fine
production. Direction and acting good, but not
sold to the public sufficiently to be a box office
attracion. — Charles Lauer, Jewel theatre, Texas
City, Tex. — General patronage.

OUTLAWS OF RED RIVER: Tom Mix— 62%.
Stars may come and stars may go, but Tom goes
on forever. Nothing new about the plot of this,

AUTOMATIC TICKET REGISTER CORK

723 SeVENTM AVEHUt NEW VO CITV

but that didn’t seem to hurt any. — Roy W. Adams,
Pastime theatre, Mason, Mich. — General patronage.

THE CIRCUS ACE: Tom Mix— 75%. Novem-
ber 5. Just about the same as all Mix pictures.
Pleased majority of Mix fans. Five reels. — M. F.
Bod well, Paramount theatre, Wyoming, 111. — Gen-
eral patronage.

THE CIRCUS ACE: Tom Mix — 55%. Novem-
ber 11-12. Rather thin story, but enough comedy
to carry it across. — Roy W. Adams, Pastime the-
atre, Mason, Mich. — General patronage.

FIG LEAVES: Special cast — 35%. October 24-
25. A fair subject but failed to get business for
us. Fox pictures are all titled wrong from a box
office drawing angle. Seven reels. — Ed. C. Curtis,
Bijou theatre, Greenville, S. C. — General patronage.

THIRTY BELOW ZERO: Buck Jones— 65%.
October 29. Dandy action Western with Buck
Jones furnishing the thrills and daredevil horse-
back riding. This is the kind of Western that
goes over with the people as well as at the box
office. Played this one Saturday to a nice busi-
ness. Sunday, no. Special, no. Six reels. — G. E.
Shilkett, Rex theatre, Joplin, Mo. — General patron-
age.

THE AUCTIONEER: George Sidney — 60%.
November 13. Here is a good one from Fox. A
picture which your patrons will like. Just the
right amount of comedy to this. George Sidney’s
acting is great. Play this, it will please your
patrons. — J. S. Landry, Columbia theatre, Mor-
ganza. La. — General patronage.

THE AUCTIONEER: George Sidney — 50%. No-
vember 17. This is a good program picture. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

HILLS OF PERIL: Buck Jones — 50%. Novem-
ber 14. A good Western picture. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

THE COUNTRY BEYOND: Olive Borden—
31%. November 16. We had no adverse comments
on this one, but it is our private opinion that
pictures exhibiting • so much human anatomy
should be suppressed. Aside from the indecent
dancing, we would class it as a good program
picture. Six reels. — Clarence E. Hopkins, Hopkins
theatre, Cotter, Ark. — Small town patronage.

BERTHA THE SEWING MACHINE GIRL:
Madge Bellamy — 50%. November 4. This is an-
other Fox flop at the box office. Madge Bellamy
does real well, but the picture as a whole is a
complete flop. Not even the title has any meaning.
Sunday, no. Special, no. Six reels — G. E. Shilkett,
Rex theatre, Joplin, Mo. — General patronage.

WHAT PRICE GLORY: Special cast— Novem-
ber 24-25-26. This is sure one wonderful play.
Twelve reels, and every inch of it tells a regular
he-man’s story. It went over big with the men,
but the ladies, almost without exception, found it
too brutally realistic, and said so very plainly. —
Roy W. Adams, Pastime theatre. Mason, Mich. — -
General patronage.

WHISPERING SAGE: Buck Jones — November
25. Fair. Five reels. — A. F. Young, Petrolia the-
atre, Petrolia, Tex. — General patronage.

A MAN FOUR SQUARE: Buck Jones — Novem-
ber 19. An average Jones picture. Six reels. —
Wm. E. Tragsdorf, Trags theatre, Neillsville, Wis.
— Small town patronage.

ONE INCREASING PURPOSE: Eva Novak—
Boys, here is the most sour lemon I ever picked
in eight reels, could have easily told the story in
three reels. Boys, if you have this booked, tell ’em
to keep it and substitute another. — Ben Brinck,
West Point Opera House, West Point, la. — Gen-
eral patronage.

Metro-Goldwyn-Mayer

BEN HUR: Ramon Navarro — 100%. November
21-22-23-24. A wonderful production in every way,
wonderful settings, action and acting. I had an
exceptionally good print and was lucky to run the
picture through without a stop, except the inter-
mission. We had a visitor from Metro-Goldwyn
for the entire run and their share of the split

PILE UP YOUR PROFITS!

BY BOOKING THE “PASSION PLAY" FOR THE
XMAS SEASON A SURE FIRE MONEY- GETTER
AT THIS TIME OF THE YEAR.

Set vour dates now for the only and original five-
reel ' “PASSION PLAY" depicting the “Life of
Christ." Prologue presentations: Holy City, 1 reel;
First Sunday School, 1 reel; Little Jimmie's Prayer,
2 reels.

55 brand new prints at your service.

Act Now!

BLAND BROTHERS
730 S. Wabash Ave. Chicago, 111.

Reference: Illinois Motion Picture Theatres Associa-
tion.

December 10, 1927

EXHIBITORS HERALD

53

LOGANSPORT, IND., Thanksgiving Day, 1927.

DEAR HERALD:

This is the day when the national bird needs a friend, and it is the day when I
feel the need of a friend also. Here I am 1500 miles from a spot where I know
some turkey gobbler is coming to a nice brown color in a hot oven and the
pumpkin pies have been taken out of the oven and set out to cool and Tom
Davis is stirring up a concoction formerly known as “Tom and Jerry” and all I
can do is look backward to the days agone and try and forget the present.

Meryl Hornbeck of the Colonial theatre took pity on me, however, and invited
me up to his home to a Thanksgiving dinner and it was only through superhuman
efforts that I was able to resist. At first I thought I would accept, for I knew
Mrs. Hornbeck would have turkey and cranberry sauce, escalloped oysters, celery,
sweet potatoes and huckelberry pie ’en everything, and maybe some dill pickles,
but just as I was on the point of accepting, Duty riz right up before me and said,
“Look here young man” (she said “young man” just like that) “Marie is out there
just rarin’ to go and it’s no turkey for you today,” so I had to hit the road. Any
man who can steel himself to turn down an invitation like that is a hero, yes a hero,
and he should have a monument erected to his memory so that generations to come
could look to it with pride and say, “Just remember the sacrifice grandpa made.”

The Hornbeck Amusement Company is composed of the three Hornbeck brothers
who operate the Colonial, Luna and Grand theatres and these boys are 100 per cent
plus from any angle you have a mind to take it. The Colonial arranged for the
reception of reports from the basketball game between Logansport and Lebanon
which was reported play by play over a telephone connection and amplified by a
loud speaker on the stage.

The reception proved to be excellent and it created much excitement in the audi-
ence and was a new idea worked out by these boys which proved to be a success.

One of the brothers has worked out a new idea in music; that is, it is not a
new idea altogether but his arrangement is new. He uses a cabinet on which is
arranged two records that revolve at the same time and to which he has attached
an amplifier which carries the music through large tubes arranged on each side and
back of his stage and these tubes being made of compoboard have the effect of
softening the tones and thus it gets away from that mechanical effect that is so
pronounced in other like arrangements. With a cue sheet he can cue any picture
made as accurately as any orchestra director and it has solved the music question
in the Luna theatre and no doubt will he installed in the other two theatres as soon
as it can be done. It looked like a winner to me.

I saw “Camille,” with Norma Talmadge, in the Luna and I couldn’t hand it
much. I played “Camille” some years ago and didn’t think much of the story at
that time and it hasn’t improved any since, although I think Miss Talmadge played
it as well as anyone could with what she had to work with, but the theme isn’t
anything to keep you awake nights.

I also saw a screening of “We Are All Gamblers” with Thomas Meighan, Marietta
Millner and Cullen Landis and I was glad I stayed to see this picture for I noted
that Tommy “came hack.” You know we have all been afraid we were going to
lose Tommy because of the trash they have been casting him in, but in this he
is his old self and comes hack with a WHAM. This was the first time I can
recall seeing Marietta Millner and I hope it won’t be the last, for one won’t
experience any eye strain when looking at Marietta, and when Tommy kisses her
in this picture (which lie does fewer times than he should) it just naturally makes
one slide back 50 years to his old spelling school days and moonlight evenings.
Cullen Landis, you remember, made his big hit in “The Girl From Outside” in
which he played the part of “The Curly Kid,” and when I played this picture
some years ago and the Kid was killed by the gambler, three or four girls in my
audience came, out and hopped all over me for having the picture end that way,
just as though it was my fault, then they went home and bawled all night. Cullen
made a big hit in that picture and he holds his record well in “We Are All
Gamblers.” I am not advising you to play this picture but were I operating a
theatre, I would.

The Herald Fills a Want None Others Can Do

But speaking of jazz. I notice that Mary Garden says that jazz is a dog chasing
a flivver down the street with a tin can tied to his tail, and Mary is correct, and
Uncle ’Leazer Biggs says, “If you’ll take two tomcats and tie their tails together
and throw ’em over a clothes line and then have a Swede lumberjack try to drown
’em out by filing a crosscut saw you will get a pretty good quality of jazz,” and
Uncle ’Leazer isn’t as foolish as he looks. There should be a law in every state
declaring a continuous open season on jazz orchestras. I’d favor it, and then I’d
tell these hotel people something, for you hear it at every meal and after you go
to bed, and there is nothing in the world that will prompt profanity like jazz.

The Herald Fills a Want None Others Can Do

MOROCCO, IND., November 25.

I just sat down to finish this letter when I heard the Sears-Roebuck announcer
starting to broadcast the California-Notre Dame football game at Soldier Field
and that stopped all proceedings at this end of the line.

When California went over for that touchdown in the first 5 minutes of play I

( Continued on following page)

didn’t pay his expenses by quite a little. Why
couldn’t I have that? However, I think that every
showman should run this picture because it will
build your business if you don’t make a dime. It
will draw a class that you never see in your show
at any other time and it will certainly satisfy.

It is, by far, the best that has been made in recent
years and will be shown for a repeater, long after
the others have been forgotten. Twelve reels.—
Ray W. Musselman, Princess theatre, Lincoln,
Kan. — Small town patronage.

ROOKIES: Special cast— 40%. November 18-19.
A good comedy. — Roy W. Adams, Pastime theatre.
Mason, Mich. — General patronage.

LOVERS: Ramon Novarro— 30%. October 15.
Very good picture. Seemed to please the few that
came to see it. Title and paper did not draw, for
me. — A. T. Kincannon, Oneida theatre. Blue River,
Wis. — Small town patronage.

THE BUGLE CALL: Jackie Coogan — 25%.
November 17. This is by far the poorest Jackie
Coogan picture that we have ever run. This little
fellow is an actor and is worthy of better stories.
Six reels.. — F. Bodwell, Paramount theatre, Wyo-
ming, 111. — General patronage.

THE BUGLE CALL: Special cast— Good.— O. P.
Brumback, Colonial theatre, Moulton, la. — General
patronage.

BECKY: Special cast— 75%. November 20-21.
A fairly good program picture. By no means a
special. The fact that the story ran in the Peoria
Evening Star helped to create a little interest and
helped a little at the box office. Used the first of
the Max Davison comedy and it was a knockout.
Seven reels. — F. Bodwell, Paramount theatre,
Wyoming, 111. — General patronage.

BECKY: Special cast — November 19. No good,
just pictures, acting good but rather vulgar. Parts
funny, but think they cut some of the picture out.
As it is now there is nothing to it. Seven reels.
— Virginia Pollard, Auditorium theatre, Nehawka,
Neb. — Small town patronage.

THE BIG PARADE: John Gilbert— 75%. No-
vember 22-23-24. About the best picture of this
type ever produced. Work of the entire cast is ex-
cellent. We have to pay too much for pictures of
this type and the result is the company carries
away the biggest end of the profit. If we could
have played this picture about the same time that
it played in other towns around here we could
have increased our business at least 50 per cent.
You have to advertise to put a picture like this
over. Used our new Melodist Pipe Organ to play
the music score and our music was perfect. Pic-
ture would be flat without music. Would like
photographs of Karl Dane and Clara Bow. Thir-
teen reels. — M. F. Bodwell, Paramount theatre,
Wyoming, 111. — General patronage.

THE BIG PARADE : Special cast — Everything
they claim it to be. Too big to make any money
for small town exhibitors. — Charles Lauer, Jewel
theatre, Texas City, Tex. — General patronage.

SPRING FEVER: William Haines— 50%. No-
vember 16. Just an ordinary program picture and
nothing to rave over. This star has appeared in
much better picures. Seven reels. — M. F. Bodwell,
Paramount theatre, Wyoming, 111. — General pat-
ronage.

SPRING FEVER: Special cast — Best ever.—
O. P. Brumback, Colonial theatre, Moulton, la. —
General patronage.

SPRING FEVER: Special cast — November 4-5.
A good golf comedy. Bill Haines’ acting very
good. Would like to know how and where they
faked it. Seven reels. — Virginia Pollard, Audi-
torium theatre, Nehawka, Neb. — Small town pat-
ronage.

THE FIRE BRIGADE: Special cast — 10%. No-
vember 4. Played return engagement trying to
recover film rental. But it was a complete flop
and cannot understand it. Ten reels. — M. F. Bod-
well, Paramount theatre, Wyoming, 111. — General
patronage.

MR. WU : Lon Chaney — 70%. November 26.
If we wanted to show to empty seats we would
just have to show a few Lon Chaney pictures.
Pictures and print we received from Dallas ex-
change on “Mr. Wu” would do it. Eight reels. —
A. F. Young, Petrolia theatre, Petrolia, Tex. —
General patronage.

THE DEMI-BRIDE: Norma Shearer — 65%. No-
vember 23-24. Not Norma’s best by any means.
Some liked it, but most of them said too eilly.
The butler did fine work. Seven reels. — E. A.
Rhodes, Grand theatre. Story City, la. — Small
town patronage.

CAPTAIN SALVATION: Pauline Starke-Lars
Hansen — 80%. October 28. One of the best pic-
tures we have shown in ages. The cast is won-
derful and the story superbly acted throughout.
Pauline Starke as the woman of the streets plays
her part to perfection and Lars Hansen as the

hero takes his part like nobody’s business. We
run this one to nice business and everyone pleased.
Sunday, yes. Special, yes. Eight reels. — G. E.
Shilkett, Rex theatre, Joplin, Mo. — General pat-
ronage.

DESERT’S TOLL: Special cast — Good Western
picture, scenery in mountains beautiful, but the
ends of reels were cut so made story disconnected.
Six reels. — Charles Lauer, Jewel theatre, Texas
City, Tex,— General patronage.

ADAM AND EVIL: Special cast — Clever. —
O. P. Brumback, Colonial theatre, Moulton, la.
— General patronage.

ADAM AND EVIL : Special cast — Lots of good
comments on this picture. Boost it, it will please.
— O. G. Blakeslee, Cozy theatre, Medford, Wis. —
General patronage.

ANNIE LAURIE: Special cast — Not for us. —

54

EXHIBITORS HERALD

December 10, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page )

kicked the typewriter table over and yelled to bring on the arnica. Oh baby, that
was glorious, but when Notre Dame went over and kicked goal later on I felt that
everything had gone democratic with all the returns in. It was an awful feeling,
and the only thing that kept me from wanting to go out and bite a bulldog was
the thought of the way the Cornhuskers trimmed New York, but then I was
expecting that, for when they tangle with those cornfed babies out West of the
Missouri the wonder is that they are able to get back home. Bet Eagle Eye Joe
had to go and bury another grandmother today and that he had a ringside seat
at Soldier Field.

Tlie Herald Fills a Want None Others C'an Do

At Pique, O., last week I met Dr. R. H. Becker, a royal good fellow who operates
the Crown theatre at New Brennen. The doctor made a trip West last season and
says he will never be satisfied until he makes another. He is about the strongest
booster for “The land of perpetual sunshine” I have found. One doesn’t have to
converse with the doctor long until he comes to the conclusion that he knows a
good thing when he sees it. If we are at home the next time the doctor comes
West the latchstring will be out at Neligh, Neb.

The Herald Fills a Want None Others C'an Do

I am just in receipt of a letter from my old friend Mr. C. L. Peavey, branch
manager for FBO at Atlanta, Ga. It was a delight to get his letter and to know
that he still remembers me. Mr. Peavey used to sell me Educational service out of
Omaha and a squarer manager never drew a contract, and our relations were
always of the most pleasant. Mr. Peavey wants me to come to Georgia and visit
him and it is within the range of possibilities that I might do that. I had lost
all track of Mr. Peavey and it was a pleasure to receive his most welcome letter.

The Herald Fills a Want None Others Can Do

According to Ray Murray’s report from Hollywood, Darryl Francis Zanuek and
wife will sail for Paris December 5 for a three months’ vacation. Glad to know
this, for Darryl is a boy from my home town and I knew his father and mother
before they were married. It just does beat all what Nebraska can turn out
when she tries. Jack Pershing, Charley Dawes, Harold Lloyd, Hoot Gibson, Darryl
Zanuek, Doris Pawn and Charley Bryan (but we will omit Charley and credit him
to Florida). Then there are Frank O'Hara, the Jewish Rabbi, Elmer Gailey, the
bullhead fisher, Micky Larson, Walter Creel and gosh only knows how many more,
but that’s enough to give any state prominence, not counting the Cornhuskers.

The Herald Fills a Want None Others Can Do

Isn't it funny what peculiar notions some casting directors have? You remember
when they put a dress suit on Bill Hart and what a flop he was. Then they tried
to push Tom Mix into a tuxedo and every exhibitor yelled, “You’re carzy.” Sup-
pose, girls, they’d put a cutaway coat and surcingle vest and white tie on Karl Dane,
wouldn’t he make a regular Beau Brummel? As a society hit Karl would give
you a pain, but in roughneck characters they can’t beat that Swede no way they
can fix it up. Keep ’em where they belong. You can’t make a Manhattan cocktail
with cider vinegar.

The Herald Fills a Want None Others Can Do

That vacation trip to Alexandria, Minn., next summer is beginning to draw
attention. I noticed that “Davy” Crocket Brown, the breeder of Bullfoundland
pups at Nashwauk, Minn., says he is in favor of it and now if we could hear
from P. G. Estee at Parker, S. D., Tom Foster of Stanley and Trag of Neissville,
Wis., Roy W. Adams of Mason and Bert Silver of Greenville, Mich., and a few
more of the old sports would look like it might be an assured succes. We would
like to hear from some of the Kansas and Oklahoma boys and we would want Mis-
souri and Iowa represented also, nobody would be barred. Now is a good time
to express your views so as to give plenty of time to make arrangements.

The Herald Fills a Want None Others Can Do

Douglas Hodges writing me from Hollywood says that should I be in LaFayette,
Ind., he hopes I will call on his father and mother and that his father will give me
a history of the democratic party from Thomas Jefferson down to the present time.
That will be fine, and I want to thank Doug for this invitation, but should his
father and I lock horns (which we probably won’t do) it will just be “Hell on
the Wabash.” It is quite likely I will be in LaFayette this coming week and
it will be a pleasure to call on these folks.

J. C. JENKINS ,

The HERALD man.

O. P. Burmbaek, Colonial theatre, Moulton, la.—
General patronage.

SLIDE KELLY SLIDE : Special cast — Good
entertainment. Plenty of comedy, acting good. —
Charles Lauer, Jewel theatre, Texas City, Tex.
— General patronage.

THE THIRTEENTH HOUR: Napoleon the dog
— Very good, sort of a Dr. Jekyll and Mr. Hyde
plot with a spooky house full of sliding doors,
secret openings, etc. Lionel Barrymore plays the
heavy and is good as usual and the dog is fine.
Should please anywhere. Six reels. — G. B. Orne,
Richmond theatre, Richmond, Vt. — General pat-
ronage.

THE THIRTEENTH HOUR: Special cast— One
of the best mystery pictures I have run. The
dog is especially good and the directing and acting
hold them throughout the story. — Charles Lauer,
Jewel theatre, Texas City, Tex. — General patron-
age.

BODY AND SOUL: Special cast — Better than
expected. — O. P. Brumbaek, Colonial theatre,
Moulton, la. — General patronage.

BODY AND SOUL: Lionel Barrymore— A
heavy drama with no comedy. Gave very poor
satisfaction to my audience. — O. G. Blakeslee, Cozy
theatre, Medford, Wis. — General patronage.

THE FLAG: Special cast — Very beautiful and
instructive. A credit to any house. If the remain-
ing five are as good, will be more than satisfied
with this series. Two reels. — G. B. Orne, Rich-
mond theatre, Richmond, Vt. — General patronage.

THE ADVENTURER: Tim McCoy — November
21. Very good, plenty of action, comedy, suspense.
A little different from the other. Based on South
American revolutionary war idea. Five reels. — •
G. B. Orne, Richmond theatre, Richmond, Vt. — -
General patronage.

IN OLD KENTUCKY: Special cast — November
12. Very good picture. “Highpoekets” and his

girl almost stole the picture or maybe they did.
A special that really is a special and would stand
a raise in admission. Seven reels. — -Virginia
Pollard, Auditorium theatre, Nehawka, Neb. —
Small town patronage.

IN OLD KENTUCKY: Special cast— Good.
Leave comedy to the darky. — O. P. Brumbaek,
Colonial theatre, Moulton, la. — General patronage.

IN OLD KENTUCKY : Special cast — Played this
years ago and it went over big. This new pro-
duction failed to draw and I lost money on it.
Good program picture. Not a special. Seven reels.
— O. G. Blakeslee, Cozy theatre, Medford, Wis. —
General patronage.

THE ROAD TO MANDALAY: Lon Chaney—
A good picture for those who like Chaney. Did a
100 per cent on this one. Seven reels. — A. T.
Kincannon, Oneida theatre. Blue River, Wis. —
Small town patronage.

THE FIRE BRIGADE, THE SCARLET LET-
TER, TELL IT TO THE MARINES: Special
casts — Much over-rated pictures. Any good pro-
gram will do as much business in a small town.
“Tillie the Toiler” will do more business than any
one of the three. — H. L. Karlen, Karlen theatre,
Monticello, Wis. — General patronage.

THE SCARLET LETTER: Lillian Gish— Not a
special. Made some money on “Rookies” and lost
on “Body and Soul,” “In Old Kentucky” and “The
Scarlet Letter.” Buy this one right or leave it
alone is my advice. Nine reels. — O. G. Blakeslee,
Cozy theatre, Medford, Wis. — General patronage.

FRISCO SALLY LEVY: Sally O'Neil— Novem-
ber 19. Above the average picture. Some good
technicolor. Acting of the principals was very
good. Good for any patronage, city or country. —
George E. Lodge, Green Lantern theatre, Clay-
mont, Del. — General patronage.

THE FLAMING FOREST: Special cast — Many
patrons remarked how well they liked this pro-
duction. Shown Thanksgiving Day to good busi-
ness. Seven reels. — Ernest Vetter, Majesic theatre,
Homer, Mich. — Small town patronage.

THE UNKNOWN: Lon Chaney — Lon Chaney
does not mean a thing to our American people.
We can all make faces and don’t think much
about it. Chaney would be a fine fellow if he had
a nice heroic story. Seven reels. — H. L. Karlen,
Karlen theatre, Monticello, Wis. — General patron-
age.

Paramount

THE RUNAWAY: Clara Bow— 70%. Novem-
ber 7. Does very well. Nothing extra. — H. B.
Grice, Aiken Mills theatre, Bath, S. C. — General
patronage.

DRUMS OF THE DESERT: Warner Baxter—
90%, November 13-14. About the best drawing
card that we have had for some time. It is hara
to beat a Zane Grey story. They appeal to all
classes of people. Six reels. — F. Bodwell, Para-
mount theatre, Wyoming, 111. — General patronage.

AFRAID TO LOVE: Florence Vidor— 60%.
November 12. Not much drawing power to this
one. It pleased about half. It is better than her
other ones but not drawing as it should. — Paul B.
Hoffman, Legion theatre, Holyrood, Kan. — Small
town patronage.

IT: Clara Bow — 75%. November 16-17. This is
a real treat. Played to the best two-day business
for several months. It is a real good offering and
the people sure did fall for it. Has comedy and
plenty of fast action. Seven reels. — Paul B. Hoff-
man, Legion theatre, Holyrood, Kan. — Small town
patronage.

THE WORLD AT HER FEET: Florence Vidor
— 19%. November 16. One of the best program
pictures from Paramount in a long time. It is a
mighty clever farce comedy and the work of Miss
Vidor is remarkable. Percentage figures do not
do the picture justice as our theatre is in the
dumps at present on mid-week nights. — D. F.
Davis, Crystal theatre, Silver Creek, Neb. — Small
town patronage.

A KISS IN A TAXI Bebe Daniels— 48%. No-
vember 19. The poorest Saturday business this
year. The title killed this one although it doesn’t
have much in the way of a story. It just didn’t
go over for us. Seven reels. — Paul B. Hoffman,
Legion theatre, Holyrood, Kan. — Small town pat-
ronage.

BEAU GESTE: Ronald Colman — 70%. Novem-
ber 25-26. A wonderful production, but did not
draw for me. Personally one of the greatest pic-
tures I’ve ever had the pleasure of seeing. I guess
they do not appreciate good pictures here. Very
favorable comments by those who saw it. Ten
reels. — E. A. Rhoades, Grand theatre. Story City,
la. — Small town patronage.

BEAU GESTE: Ronald Colman — November
4-5. Very good picture but did not draw many

December 10, 1927

EXHIBITORS HERALD

55

people on account of a scarlet fever scare here.
Those who did come seemed to like it. Ten reels.
— A. T. Kincannon, Oneida theatre, Blue River,
Wis. — Small town patronage.

BEAU GESTE: Special cast — Good picture, but
don’t see how they ever got by to roadshow this,
and people fell for it. We can take any Zane
Grey picture and please our people better. Not
worth more than good program picture. “Rolled
Stockings” a better picture for American people.
Nine reels. — H. L. Karlen, Karlen theatre, Monti-
cello, Wis. — General patronage.

EAGLE OF THE SEA: Florence Vidor— 65%.
October 24. A dandy picture with not a great deal
of drawing power. A picture that has been well
directed and acted. Florence Vidor does fine act-
ing as does Ricardo Cortez. It will please the
average theatregoer. Special, yes. Sunday, no.
Eight reels. — G. E. Shilkett, Rex theatre, Joplin,
Mo. — General patronage.

THE POPULAR SIN: Florence Vidor— 60%.
October 27. Fair program picture. With due re-
spects to Florence Vidor she is a wonderful actress
and should be in better stories than this one. The
surroundings are in France and the story deals
mostly with divorce. Sunday, no special. Seven
reels. — G. E. Shilkett, Rex theatre, Joplin, Mo. — •
General patronage.

THE CAMPUS FLIRT: Bebe Daniels— 80%.
November 14. Pleased everybody. — H. B. Grice,
Aiken Mills theatre, Bath, S. C. — General patron-
age.

THE CAMPUS FLIRT: Bebe Daniels— 45%.
November 12. This is what I call a picture with
entertainment. Bebe sure does her part in this.
This pleased my patrons 100 per cent. Come on,
Paramount, give us more like this one. Seven
reels. — A. T. Kincannon, Oneida theatre, Blue
River, Wis. — Small town patronage.

WE’RE IN THE NAVY NOW: Beery-Hatton—
25%. November 24. With some extra advertising
we just managed to take in enough to pay film
rental and express. For some reason it did not
draw. We were very much disappointed for we
thought it would. The few who saw this seemed
to enjoy it very much judging from the number
of laughs. In fact there was not a minute during
the showing that we could not hear laughs or
giggles. Wallace and Raymond make a good team.
It appeared to us, also to some of our patrons,
that the last part of this picture was missing.
For instance, we learn from some of the adver-
tising, Screen Scrapbook, of which we used quite
a number, that again the two "tenth raters”
meet. The manager bets on the other man when,
to his surprise, the other man is knocked out.
This part was cut out or the advertising is mis-
leading, for the print we had did not show this
part, and many who had read the advertising
called our attention to this. We find this to be
the case quite often. That is as to the adver-
tising being misleading. From time to time our
attention has been called to this, and asked for an
explanation. We wish that some of our producer
friends would enlighten us as to this so that we
could in turn explain to our patrons. Well, to go
back to the picture, brothers, this is not the spe-
cial they try to tell you it is. Just an ordinary
feature comedy which Paramount asked a special
price for. If you can buy it right, play it (if they
can give it all to you). Third reel was so badly
sliced that our operator had to stop twice to get
it through the machine. — J. S. Landry, Columbia
theatre, Morganza, La. — Small town patronage.

WE’RE IN THE NAVY NOW: Special cast—
September 27. A good comedy. Did not go over
as big as “Behind the Front.” Beery seems to be
slipping. Six reels. — A. T. Kincannon, Oneida
theatre, Blue River, Wis. — Small town patronage.

EVERYBODY’S ACTING: Betty Bronson— 36%.
November 19. This is one of the best little pic-
tures we have had this year. Too bad that we
didn’t have more folks out to see it. Folks ought
to be told that this one is good. Seven reels. — •
Clarence E. Hopkins, Hopkins theatre, Cotter,
Ark. — Small town patronage.

BORN TO THE WEST: Jack Holt— 75%.
October 30-31. This one is one of Zane Grey’s
best. It has action, comedy, a real love story,
plus 100 per cent entertainment. Raymond Hatton
furnishes the comedy and Jack Holt the thrills
and action. Bad weather held us from making
any money on this picture although it is a real
box office attraction. Sunday, yes. Special, yes.
Seven reels.— G. E. Shilkett, Rex theatre, Joplin,
Mo. — General patronage.

KID BOOTS: Eddie Cantor — 65%. November
4-5. A good comedy drama but did not draw so
well as Cantor is not known here. Starts rather
slow, but ends up with a bang. Six reels.— Ralph
Menefee, Palace theatre, Hoxie, Kan.— Small town
patronage.

MISS BREWSTER’S MILLIONS: Bebe Daniels

— 78%. October 24. Entirely too far fetched. Good
comedy in parts, however. Wouldn’t recommend
it. — H. B. Grice, Aiken Mills theatre, Bath, S. C.
— General patronage.

HOLD THAT LION: Douglas MacLean — 69%.
October 31. Plenty of comedy here. — H. B. Grice,
Aiken Mills theatre, Bath, S. C. — General patron-
age.

SON OF HIS FATHER: Special cast— 70%.
February. Here is one that is somewhat old, but
if you have not played it get it and step on it.
Story by Harold Bell Wright. Plenty of action,
lots of comedy and it is clean. — A. T. Kincannon,
Oneida theatre, Blue River, Wis. — Small town
patronage.

TOO MANY CROOKS: Mildred Davis— 45%.
November 23. Rather a weak offering, although
produced on an elaborate scale. Six reels. — D. F.
Davis, Crystal theatre. Silver Creek, Neb. — Small
town patronage.

FINE MANNERS: Gloria Swanson— 62%. No-
vember 20. Our patrons said: “Best picture of
Gloria Swanson we have seen in a long time.”
Everybody seems to have enjoyed this very much.
At one time this star was our best drawing card,
but not today. However, every exhibitor should
play Miss Swanson’s pictures. — J. S. Landry, Col-
umbia theatre, Morganza, La. — General patronage.

THE PALM BEACH GIRL: Bebe Daniels—
50%. November 3. This is one of the poorest Miss
Daniels has ever made. There isn’t a thing to the
story so she does real well considering the story
she has to work with. Our patrons were dis-
appointed in this one. Sunday, no. Special, no.
Seven reels. — G. E. Shilkett, Rex theatre, Joplin,
Mo. — General patronage.

THE QUARTERBACK: Richard Dix— 90%.
November 11-12. Played this one during football
season. A year old but nevertheless it went over
big. A very pleasing picture, appealed to every-
one. Eight reels. — M. F. Bodwell, Paramount the-
atre, Wyoming, 111. — General patronage.

THE QUARTERBACK: Richard Dix— 30%.
November 13-14. This old football story is still
good, and made a hit. — Roy W. Adams, Pastime
theatre, Mason, Mich. — General patronage.

THE CITY GONE WILD: Thomas Meighan—
At last they’ve given Tommy a story worthy of
his ability, but it’s hard at this late time to make
the public believe it. Afraid it arrived too late.
A picture of the underworld with action aplenty
and all characters fine, direction good, photog-
raphy only fair ; in fact, rather poor in spots.
Another picture or two like this might bring
Meighan back as a draw, but this one drew only
fair despite heavy advertising and fine press re-
view. Six reels. — Joe Hewitt, Strand theatre,
Robinson, 111. — General patronage.

NEVADA : Gary Cooper — A very good high
class Western picture. It failed to follow the
book and many of my patrons complained about
it, even the characters were unlike those in the
book. — Ernest Vetter, Majestic theatre, Homer,
Mich. — Small town patronage.

SENORITA : Bebe Daniels — Another good pic-
ture featuring Bebe Daniels. Seven reels. — Ernest
Vetter, Majesic theatre, Homer, Mich. — Small town
patronage.

SHANGHAI BOUND: Richard Dix— Poor pic-
ture for Dix. Too rough, too much posing. Will
do for Saturday. Dix needs better stories. Seven
reels. — H. L. Karlen, Karlen theatre. Monticello,
Wis. — General patronage.

THE ROUGH RIDERS: Special cast — This is
a wonderful picture. Plenty of comedy and not
filled up with foolish love stuff. Some liked it
better than “The Big Parade.” This speaks well
for both of them. — Charles Lauer, Jewel theatre,
Texas City, Tex. — General patronage.

CHANG: Special cast — November 23-24. Won-
derful. One of those kind you would not miss for
anything and still would not care to see only
once. Animal scenes and jungle photography
almost unbelievable. Eight reels. — G. B. Orne,
Richmond theatre, Richmond, Vt. — General pat-
ronage.

CHANG: Special cast — Marvelous animal jungle
picture. Not to be compared with other African
jungle pictures. In a class by itself, but failed to
draw for me. Lost money on account of high
rental asked by Paramount. Six reels. — P. G.
Vaughan, Sun theatre, Kansas City, Mo. — General
patronage.

METROPOLIS: Special cast — Another wonder-
ful picture unlike any other picture ever made
which will only please about 50 per cent of your
patrons. However, if it can be rented right it is
well worth running. Did fair business one night.
Eight reels. — P. G. Vaughan, Sun theatre, Kansas
City, Mo. — General patronage.

METROPOLIS: Special cast — It’s okay if you

take it for what it illustrates. But small town
can’t do any business with it. Any Western will
do more business. Nine reels. — H. L. Karlen,
Karlen theatre, Monticello, Wis. — General patron-
age.

HULA: Clara Bow — What Tom Mix is in the
Western picture, Clara Bow is in her type picture.
A good box office attraction that pleases the
patrons. — Charles Lauer, Jewel theatre, Texas
City, Tex. — General patronage.

SWIM GIRL SWIM: Bebe Daniels— Just nice
light entertainment. Good college picture, good
for any night. Seven reels. — H. L. Karlen, Karlen
theatre, Monticello, Wis. — General patronage.

ROLLED STOCKINGS: Junior stars — This is
a very fine production for all classes. Consider it
one of the good ones of the year. Good for any
night of the week. Seven reels. — H. L. Karlen,
Karlen theatre, Monticello, Wis. — General patron-
age.

TELL IT TO SWEENEY: Special cast— Despite
a very bad report two weeks ago in this column
this picture proved very good, and they liked it
fine, although it’s true it did not draw, still why
roast the actual worth of the picture. After read-
ing said report I was muchly worried, but glad
to say it was okay. Our brother exhibitor must
have had an axe to grind on the price he paid,
but why take our spite out on the picture, espe-
cially when it doesn’t merit such a roast? — Joe
Hewitt, Strand theatre, Robinson, 111. — General
patronage.

TELL IT TO SWEENEY : Special cast — A very
good comedy. Played to fair business. Six reels.
— Ernest Vetter, Majestic theatre, Homer, Mich. —
Small town patronage.

PADLOCKED : Special cast — November 16.
Dark houses due to cold and rain. — J. S. Landry,
Columbia theatre, Morganza, La. — General patron-
age.

CASEY AT THE BAT : Wallace Beery— Novem-
ber 29. This picture might be o. k. in some places,
but not in Blue River. Beery is a good actor but
why all the beer! Six reels. — A. T. Kincannon,
Oneida theatre, Blue River, Wis. — Small town
patronage.

Pathe-P D C

THE WRECK OF THE HESPERUS: Virginia
Bradford — 90%. November 20. A sea drama of
the better class. Seven reels. — W. E. Dickson,
Aristo theatre, Semmon, S. D. — General patronage.

THE COUNTRY DOCTOR: Joseph Schildkraut
— 70%. Followed “The Music Master” with this,
two sobs together bad showmanship. Invited
physicians within radius of 20 miles to see this as
our guests, consequently good per cent. Seven
reels. — S. G. Fry, Palace theatre, Mt. Pleasant,
Tex. — General patronage.

SUNNY SIDE UP: Vera Reynolds— 15%. No-
vember 18. A very good picture with a very
clever little star but business very poor, though no
fault of the picture. Seven reels. — F. Bodwell,
Paramount theatre, Wyoming, 111. — General pat-
ronage.

RUBBER TIRES: Harrison Ford— 10%. No-
vember 10. Cannot say much for this. Just a
silly picture and that’s about all. No plot to the
story. Seven reels. — F. Bodwell, Paramount "the-
atre, Wyoming, III. — General patronage.

GETTING GERTIE’S GARTER: Marie Prevost
— 50%. November 9. Better than an ordinary
program picture and far from being a special.
Marie Prevost a very good star. Seven reels —
M. F. Bodwell, Paramount theatre, Wyoming, III.
— General patronage.

FOR WIVES ONLY: Marie Prevost— 25%. No-
vember 15. This is a good program picture. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

TURKISH DELIGHT: Special cast — Good story,
direction and acting good, but not an audience
picture. — Charles Lauer, Jewel theatre, Texas
City, Tex. — General patronage.

WHITE GOLD: Jetta Goudal — A critic's picture
with an ending that an audience does not like.
One traveling man said a "hell of a show.” I
took it off after first night. — O. G. Blakeslee,
Cozy theatre, Medford, Wis. — General patronage.

THE HEART THIEF: Joseph Schildkraut—

Interesting story. Whenever either of the Schild-
krauts are in the picture you can depend on the
acting being good. — Charles Lauer, Jewel theatre,
Texas City, Tex. — General patronage.

CHARLEY’S AUNT: Sydney Chaplin — Novem-
ber 27. As good a comedy as you would ever ask
for. Business very poor for an attraction of this
calibre. Eight reels. — M. F. Bodwell, Paramount
theatre, Wyoming, 111. — General patronage.

56

EXHIBITORS HERALD

December 10, 1927

Tiffany

LIGHTNING: Special cast — 60%. November 1.
This is a dandy Western feature that should
please all fans who like action pictures. Six
reels. — Ralph Menefee, Palace theatre, Hoxie, Kan.
— Small town patronage.

COLLEGE DAYS: Special cast — 45%. Novem-
ber 8. A college picture that seemed to please
almost all of our patrons, but is not as good as
“The Quarterback.” We run Tiffany’s color classics
with their features and they are a dandy one-reel
subject. Seven reels. — Ralph Menefee, Palace the-
atre, Hoxie, Kan. — Small town patronage.

ONE HOUR LOVE: Special cast— 20%. No-
vember 21-22. Poor title and did not draw. Seven
reels. — W. E. Dickson, Aristo theatre, Semmon,
S. D. — General patronage.

United Artists

THE WINNING OF BARBARA WORTH: Spe-
cial cast — 90%. November 19. Not as great a
picture as one is led to expect by the glowing
reports, but a real box office draw, and a picture
that pleases the majority. Nine reels. — D. F.
Davis, Crystal theatre, Silver Creek, Neb. — Small
town patronage.

RESURRECTION : R'od LaRocque — Decidedly
not a picture for small towns. Be careful what
you pay for it. Nine reels. — O. G. Blakeslee, Cozy
theatre, Medford, Wis. — General patronage.

Universal

THE MYSTERY CLUB: Special cast— 62%.
November 19. As I watched this one unfold I
wondered what in the world ever kept it from
being one of the biggest comedies of its day. It
was a dandy from the start to near the finish,
then it just sort of slipped away unpretentiously.
Just the same it is splendid entertainment and I
felt kind of peeved ’cause nobody smiled and told
me so. Seven reels. — Leona Conner, Columbia
theatre, Milton, la. — Small town patronage.

PAINTING THE TOWN: Glenn Tryon— 21%.
November 20-21. About the funniest I’ve had this
season. — Roy W. Adams, Pastime theatre. Mason,
Mich. — General patronage.

THE RAWHIDE KID: Hoot Gibson— 60%. No-
vember 19. Substituted this for “Hey Hey Cow-
boy,” and it pleased almost 100 per cent. Hoot
Gibson’s pictures are all good. Always plenty of
comedy which is what our patrons like in West-
erns. Print new out of New Orleans exchange.
Note Universal : Substitute okay. Thanks ! — J. S.
Landry, Columbia theatre, Morganza, La. — Gen-
eral patronage.

THE LOVE THRILL: Laura La Plante— 25%.
November 2. Very poor. Silly, and no plot. No
one knew; what it was all about. A wife falls in
love with a man that proves to be her own hus-
band. Seven reels. — M. F. Bodwell, Paramount
theatre, Wyoming, 111. — General patronage.

HELD BY THE LAW: Special cast— 30%.
November 21-22. A mighty fine picture well act-
ed and ably directed that failed to draw at the
box office. Seven reels. — E. A. Rhoades, Grand
theatre, Story City, la. — Small town patronage.

TAKE IT FROM ME: Reginald Denny — 60%.
October 23. This one not as good as we have seen
Denny in. We run this one Sunday and it flapped
at the box office as well as from entertaining
value. There are a few laughs but they are very
few. Sunday, no. Special, no. Six reels. — G. E.
Shilkett, Rex theatre, Joplin, Mo. — General pat-
ronage.

ROLLING HOME: Special cast — 80%. August
22. This is a very good picture. Had quite a num-
ber of comments on this one. Wish I could get
more like it. — A. T. Kineannon, Oneida theatre.
Blue River, Wis. — Small town patronage.

BEWARE OF WIDOWS: Laura LaPIante — -
60%. November 1. Dandy little comedy drama
which failed to draw very good for some un-
known reason. Miss LaPIante does not attract
very much attention at our box office, but seems
to please those who come to see her. Sunday, no.
Special, no. Seven reels. — G. E. Shilkett, Rex
theatre, Joplin, Mo. — General patronage.

THE SILENT RIDER: Hoot Gibson — 47%. No-
vember 22. A good Western comedy. — Roy W.
Adams, Pastime theatre. Mason, Mich. — General
patronage.

FAST AND FURIOUS: Reginald Denny — 80%.
November 6-7. Good automobile racing story.
Nothing out of the ordinary. You have seen the
same thing time and again. Can’t see why they
rave so much about Denny. He didn’t do very
much for us. — M. F. Bodwell, Paramount theatre,
Wyoming, 111. — General patronage.

HIS PEOPLE: Special cast — 70%. Only fair.
Nothing to rave about. Film in good order so
this helped some. — A. T. Kineannon, Oneida the-
atre, Blue River, Wis. — Small town patronage.

WHAT HAPPENED TO JONES: Reginald
Denny — 70%. Fair comedy drama that seemed to
please. Seven reels. — W. E. Dickson, Aristo the-
atre, Semmon, S. D. — General patronage.

OUT ALL NIGHT : Reginald Denny — The reg-
ular Denny picture, usual stunts. — Charles Lauer,
Jewel theatre, Texas City, Tex. — General patron-
age.

THE CHINESE PARROT: Special cast— One
of the poorest mystery pictures I have ever run.
Absolutely no heart appeal to the story. — Charles
Lauer, Jewel theatre, Texas City, Tex. — General
patronage.

TAXI TAXI: Everett Edward Horton — Novem-
ber 15. A good comedy. Pleased our patrons, and
kept them laughing all through the presentation.
Probably a little better than the usual comedies.
— George E. Lodge, Green Lantern theatre, Clay-
mont, Del. — General patronage.

THE CLAW : Special cast — One of Uncle Carl’s
weak ones. Probably the poorest one on last sea-
son’s contract. Failed to draw and didn’t please
many of those that did take a chance. Why
doesn’t Kerry shave off the soup strainer if he
wishes to remain in pictures ? Speak right up,
Kerry. Six reels. — P. G. Vaughan, Sun theatre,
Kansas City, Mo. — General patronage.

SKY-HIGH SAUNDERS: A1 Wilson — Good
thrill picture. — Charles Lauer, Jewel theatre,
Texas City, Tex. — General patronage.

SKINNER’S DRESS SUIT: Reginald Denny-
August 13. Very good. Denny seems to please.
Bad title for so good a picture. Seven reels. —
A. T. Kineannon, Oneida theatre, Blue River, Wis.
— Small town patronage.

THE COHENS AND KELLYS: Special east—
May 27. A good clean comedy that will please
anyone. Old, but if you have not played it, do so.
Don’t be afraid to advertise this. It can be bought
right. — A. T. Kineannon, Oneida theatre, Blue
River, Wis. — Small town patronage.

THE BUCKAROO KID: Hoot Gibson— Novem-
ber 24-25. A good Hoot Gibson picture taken
from one of Peter B. Kyne’s stories. Does not
contain quite as much shoot ’em up stuff as the
usual Western. Will please Hoot’s fans. Seven
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

Warner Bros.

THE COLLEGE WIDOW: Dolores Costello—
75%. November 20-21. A very satisfactory pic-
ture, splendid story, star and cast fine. Gave 100
per cent satisfaction. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

HIS JAZZ BRIDE: Marie Prevost — 55%. Octo-
ber 25. A good comedy drama of the flapper type
wife. Can be put over successfully with a lot of
exploitation. Pleased most of our patrons although
some thought it rather silly. Sunday, no. Special,
no. Seven reels. — G. E. Shilkett, Rex theatre, Jop-
lin, Mo. — General patronage.

A MILLION BID: Dolores Costello — November
18-19. Pleased the women because of its moral
but the men did not care so much for the star’s
tears. Seven reels. — M. A. Manning, Opera House,
Baldwin, Wis. — Small town patronage.

ACROSS THE PACIFIC: Monte Blue— Very
good regular program picture that held interest
until the battle scenes were depicted and the gen-
eral opinion was that this part of the picture
was too long drawn out. Seven reels. — Giacoma
Brothers, Crystal theatre. Tombstone, Ariz. — -Gen-
eral patronage.

HERO OF THE BIG SNOWS: Rin Tin Tin—
November 12. This dog always draws well for us.
This one not his best picture, but is good enough
to satisfy any average patronage. Good appeal. —
George E. Lodge, Green Lantern theatre, Clay-
mont, Del. — General patronage.

THE SEA BEAST: John Barrymore — October
30-31. A real special. Will appeal mostly to men.
Too blood curdling to appeal to the women. They
want more society stuff. Ten reels. — M. F. Bod-
well, Paramount theatre, Wyoming, 111. — General
patronage.

State Rights

DANGEROUS FISTS: Jack Perrin — 50%. Octo-
ber 26. Usual Western but pleased o. k. Five
reels. — Ed. C. Curdts, Bijou theatre, Greenville,
S. C. — General patronage.

DEMPSEY-TUNNEY FIGHT: Very good and
clean, and wonderful drawing power. Three reels.

— G. B. Orne, Richmond theatre, Richmond, Vt. —
General patronage.

RANGE RIDER: Special cast — -40%. October
27. Ordinary Western subject. Good photography
but direction not up to standard. Five reels. —
Ed. C. Curdts, Bijou theatre, Greenville, S. C. —
General patronage.

DEVIL DOGS: Stuart Holmes — A very pleas-
ing and highly amusing comedy of life in the
trenches. Played with a combination bill and
proved even better than the vaudeville. Some
very funny gags in this film. — Harry M. Palmer,
Riviera theatre, Anderson, Ind. — General patron-
age.

FLOOD GATES: John Lowell— 23%. May 5.
A fair feature with some fair flood scenes. Will
go over on bargain night. Seven reels. — E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

THE PRIMROSE PATH:— 23%. June 9. Only
fair. Six reels. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

THE SILENT HERO : Special cast — October
12. A good Northern woods story with the dog
as a hero but seems to please well. A good pic-
ture for the money you pay for it. — B. B. Nielsen,
Scenic theatre, Tyler, Minn. — General patronage.

TESSIE: May McAvoy — 15%. May 25. Just
fair. Because of the well read story thought it
would draw. Seven reels. — E. J. Williams, Tivoli
theatre, Knoxville, 111. — General patronage.

TUNNEY-DEMPSEY FIGHT: Tunney-Dempsey
—Very veiy good. Original print in good condi-
tion. Played November 16. Percentage 30 per
cent. Three reels.— Rudolf Duba, Royal theatre,
Kimball, S. D. — General patronage.

Serials

WHISPERING SMITH RIDES: (Universal)
Wallace McDonald — This is apparently a good
serial but failed to do business for us, so will
give serials a rest. Ten chapters. — A. G. Wit-
wer. Grand theatre. Rainier, Ore. — General pat-
ronage.

STUPID BUT BRAVE: A1 St. John— Good.
Two reels. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

VILLAGE SCHOOL: Fair. One reel. — E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

WEAK KNEES: Fair. One reel.— E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General pat-
ronage.

WHY HURRY : A good comedy. Two reels. — -
E. J. Williams, Tivoli theatre, Knoxville, 111. —
General patronage.

Short Subjects

EDUCATIONAL

CIRCUS CAPERS: An extra good comedy. Two
reels. — Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

THE DRAWBACK: Johnnie Arthur — One of
the funniest football comedies ever produced. Play
it. Two reels. — P. G. Vaughan, Sun theatre, Kan-
sas City, Mo. — General patronage.

HOLD THAT BEAR: A very good single reel
comedy with many laughs. — Ernest Vetter, Ma-
jestic theatre, Homer, Mich. — General patronage.

F B O

MICKEY’S BATTLE: Mickey McGuire— As
good as our gang comedies. Two reels. — W. E.
Dickson, Aristo theatre, Semmon, S. D. — General
patronage.

‘ WISECRACKERS: Cooke and Guard all to the
mustard and know their onions on comedies.
Always popular here with us and clientele. Two
reels. — Ed C. Curdts, Bijou theatre, Greenville,
S. C. — General patronage.

FOX

GENTLEMEN PREFER SCOTCH: Good slap-
stick comedy. Two reels. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

KING OF THE KITCHEN: Good action comedy
and pleased the natives. Two reels. — Ed C.
Curdts, Bijou theatre, Greenville, S. C. — General
patronage.

SPANISH OMELET: Just a comedy. Will get
quite a few laughs, and the action stuff in it
gets the kids. Two reels. — D. F. Davis, Crystal

December 10, 1927

EXHIBITORS HERALD

57

theatre. Silver Creek, Neb. — Small town pat-
ronage.

METRO-GOLD WYN-MAYER

LIGHTER THAT FAILED: Charley Chase-
Silly in the extreme. Not much to it. Not as
good as "Sting of Things." Two reels. — G. B.
Orne, Richmond theatre, Richmond, Vt. — General
patronage.

METRO COMEDIES: Laughs in every one
we have played. — O. P. Brumback, Colonial
theatre, Moulton, la. — General patronage.

PARAMOUNT

DR. QUACK: Jimmy Adams — No kick on this
one. Two reels. — D. F. Davis, Crystal theatre,
Silver Creek, Neb. — Small town patronage.

THE ELEGY : The finest two reel drama ever
shown on my screen. With a good violinist to
feature the picture, you will have them crying
like kids. Two reels. — P. G. Vaughan, Sun thea-
tre, Kansas City, Mo. — General patronage.

THE FANTASY : This novelty proved a very
poor filler for me. Had many complaints. Have
used three other novelties without much success.
Two reels. — Ernest Vetter, Majestic theatre,
Homer, Mich. — General patronage.

NO PUBLICITY: Everett Horton — More than
the usual number of laughs in this one. One
patron remarked that the comedies were getting
better every week. Two reels. — D. F. Davis,
Crystal theatre. Silver Creek, Neb. — Small town
patronage.

NOVELTY: Are no good for small town.

We want slapstick stuff. Two reels. — H. L.
Karlen, Karlen theatre, Monticello, Wis. — General
patronage.

PARAMOUNT NEWS: I believe this has got
anything beat so far in the news line. Further-
more, they give you the age news you buy. One
reel. — G. B. Orne, Richmond theatre, Richmond,
Vt. — General patronage.

PARAMOUNT NEWS and TWO REEL COME-
DIES: Paramount News as good as average, only
they give you a week older News than you buy.
The two reel comedies are as usual just fair,
nothing to rave about. Novelty reel no good for
small towns. One reel. — H. L. Karlen, Karlen
theatre, Monticello, Wis. — General patronage.

A SHORT TAIL: A novelty reel that is only
mild entertainment. Picture spoiled by only
showing the feet of the human actors. Two reels.
— P. G. Vaughn, Sun theatre, Kansas City, Mo. — -
General patronage.

SHORT SOCKS: Bobby Vernon— Used this
with the feature “Rolled Stockings” and made a
very entertaining program. Just what our
American people want. Two reels. — H. L.
Karlen, Karlen theatre, Monticello, Wis. — General
patronage.

SHORT SOCKS: Bobby Vernon — Educational
comedies were good, and Paramount is producing
them just as good or better. Two reels. — D. F.
Davis, Crystal theatre, Silver Creek, Neb. — Small
town patronage.

WEB FEET, SEALING WHACKS: Krazy Kat
— Both of these subjects very clever and amusing
cartoon comedies. One reel. — P. G. Vaughan,
Sun theatre, Kansas City, Mo. — General patronage.

PATHE

ARE BRUNETTES SAFE: Charlie Chase— An
extra good comedy that got many laughs and
several good comments. Two reels. — P. G.
Vaughan, Sun theatre, Kansas City, Mo. — General
patronage.

BLONDE’S REVENGE: Ben Tunpin — Not to
be laughed at. Two reels. — W. E. Dickson, Aristo
theatre, Semmon, S. D. — General patronage.

CATALINA HERE I COME: Not as good as
some of Pathe comedies, but got over o. k. Two
reels. — Ed C. Curdts, Bijou theatre. Greenville,

S. C. — General patronage.

OUR GANG: The gang always good. Two
reels. — Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

MONKEY BUSINESS: Our Gang — Got lot of
laughs out of the crowd. Two reels. — W. E.
Dickson, Aristo theatre, Semmon, S. D. — General
patronage.

PEACHES AND PLUMBERS: A funny com-
edy. Two reels. — Bert Silver, Silver Family thea-
tre, Greenville, Mich. — General patronage.

SMITH’S PICNIC: Good series and pleases our
clientele. Two reels.— Ed C. Curdts, Bijou thea-
tre, Greenville, S. C. — General patronage.

TIRED BUSINESS MEN: Our Gang— Pretty
good but not the best of this series. Two reels.

— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

HUNTING FOR GERMANS IN BERLIN: Will

Rogers — A very good one reeler, priced high if
you like some good comedy and can read the
titles, don’t pass these up. One reel. — Ray W.
Musselman, Princess theatre, Lincoln, Kan. —
Small town patronage.

MADAME MYSTERY : Something different in
the comedy line with Theda Bara taking the
honors. Two reels. — E. J. Williams, Tivoli thea-
tre, Knoxville, 111. — General patronage.

MUSICAL PARROT: Aesop’s Fable — Good.
One reel. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

THE ONLY SON: Fair. One reel.— E. J.
Williams, Tivoli theatre, Knoxville, HI. — General
patronage.

PAY THE CASHIER: Fair. One reel.— E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

THE PLOW BOY’S REVENGE: Aesop’s Fable
— Good. One reel. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

RASPBERRY ROMANCE: Ben Turpin— Fair.
Two reels. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

SCHOOL DAYS: Aesop’s Fable— Fair. One
reel. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

SINK OR SWIM: Aesop’s Fable— Fair.— E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

THE SOAP SUDS LADY: Alice Day— A good
comedy. Day comedies have been running good.
Two reels. — E. J. Williams, Tivoli theatre, Knox-
ville, 111. — General patronage.

SOFT PEDAL: Fair. One reel.— E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General
patronage.

WAR FEATHERS: Our Gang — All you could
ask in a comedy. Gang goes West, gets mixed
up with Indians, bandits and cowboys, and in the
end capture the bad men. What more do the
kids want on a Saturday night? Two reels. — -
O. A. Foss, Community theatre, Ridgeway, Iowa. —
Small town patronage.

WHERE FRIENDSHIP CEASES: Aesop’s Fa-
ble— Fair. One reel. — E. J. Williams, Tivoli thea-
tre, Knoxville, III. — General patronage.

WHISPERING WHISKERS: Good. Two reels.
— E. J. Williams, Tivoli theatre, Knoxville, 111. —
General patronage.

UNIVERSAL

THE COLLEGIANS: George Lewis — These
shorts please as near 100 per cent as anything
we have shown. First series was wonderful
entertainment. Second we are now showing
super-wonderful. Two reels. — S. G. Fry, Palace
theatre, Mt. Pleasant, Tex. — General patronage.

FIGHTING SPIRIT: Collegians— George Lewis
— I think that this is one of the best of the
series. Maybe I am a little prejudiced because
I like boxing but I think everyone enjoys a little
combat and this is full of it. Two reels. — Ray W.
Musselman, Princess theatre, Lincoln, Kan. — -
Small town patronage.

INTERNATIONAL NEWS: My contract spe-
cifically states that the news not to be over 15
days old, and since I have been using it for
three months and have not received a news less
than 25 days old, do not believe that they intend
to do as agreed. One reel. — G. B. Orne, Rich-
mond theatre, Richmond, Vt. — General patronage.

NEWLYWEDS SHOPPING TOUR: Sunny
McKean — Sunny a wonder. — W. E. Dickson,
Aristo theatre, Semmon, S. D. — General patron-
age.

PEACE DEPUTY: Universal makes good short
reel Westerns. Two reels.— Ed. C. Curdts, Bijou
theatre, Greenville, S. C. — General patronage.

SNAPPY COMEDIES: Not so good so far.
One reel. — P. G. Vaughan, Sun theatre, Kansas
City, Mo. — General patronage.

WHEN OSCAR WENT WILD: These Universal
comedy Westerns are knockouts. Makes ’em laugh
and then some more. Two reels. — Ed. C. Curdts,
Bijou theatre, Greenville, S. C. — General pat-
ronage.

INTERNATIONAL NEWS: I consider this
news as good as any that I have run or seen.
Some issues are exceptional, others not so good
but as a rule they satisfy. — Ray W. Musselman,
Princess theatre, Lincoln, Kan. — Small town pat-
ronage.

KEEPING HIS WORD: This is a fairly good
comedy. Two reels. — A. G. Witwer, Grand thea-
tre, Rainier, Ore. — General patronage.

NEWLYWED’S BABY: Snookums— We believe
you can play too many of this series. We booked

13 and were sorry. Two reels. — Chancellor Broth-
ers, Ritz theatre. Arcanum, O. — Small town pat-
ronage.

THE PHANTOM OUTLAW: Fred Gilman-
Very good action short Western. Two reels. —
A. G. Witwer, Grand theatre. Rainier, Ore. —
General patronage.

PLAIN JANE: A "What Happened to Jones”
comedy and better than most that we have had.
Two reels. — A. G. Witwer, Grand theatre. Rainier,
Ore. — General patronage.

PLAIN JANE: Special cast — Fair comedy
which will pass. Not so many laughs for this
neck of the woods. Two reels. — Rudolf Duba,
Royal theatre, Kimball, S. D. — General patronage.

RUSHING BUSINESS: Mildly amusing. Two
reels. — A. G. Witwer, Grand theatre, Rainier, Ore.
— General patronage.

SHADY REST: Joe Murphy • — A very good
Gump. I have a number of patrons who are
always present when I have Andy. I have not
had a poor Gump comedy since I started to run
them. Two reels. — Ray W. Musselman, Princess
theatre, Lincoln, Kan. — Small town patronage.

SLEEPY TIME PAL: Neely Edwards— Very
good short comedy. One reel. — A. G. Witwer,
Grand theatre, Rainier, Ore. — General patronage.

SNOOKUM’S CLEANUP: Amusing kid comedy.
Two reels. — A. G. Witwer, Grand theatre. Rain-
ier, Ore. — General patronage.

SNOOKUM’S CLEANUP: Snookums— Just fair,
the kid does too many stunts and the old folks
just look at him, how he can do it. No drawing
card at all ; most of the patrons left after the
feature. Two reels. — Rudolf Duba, Royal theatre,
Kimball, S. D. — General patronage.

UNDER THE BED: Charles Puffy— Good short
comedy. One reel. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

MISCELLANEOUS

KING JUNGLE: Started off slow but making
60 per now, getting better each episode. Two
reels. — Ed. C. Curdts, Bijou theatre, Greenville,
S. C. — General patronage.

OCEAN BLUES: A good comedy. Two reels. —
Ernest Vetter, Majestic theatre, Homer, Mich. — ■
General patronage.

Stanley-Crandall

Adds 2 Theatres
to Growing Chain

Harry M. Crandall, executive vicepresi-
dent of the Stanley-Crandall Company of
Washington, has announced the expansion
of the circuit of playhouses operated in the
national capital by the Stanley-Crandall
Company to the total of 14 through the
acquisition of the Empire at 911 H street,
Northeast, and the New theatre at 535 8th
street, Southeast. This gives the circuit 14
houses in the national capital including the
Metropolitan, Earle, Tivoli, Ambassador,
Central, Savoy, Avenue Grand, Apollo,
York, Colony, Home and Chevy Chase.

The Empire is a house of ample capacity
and the New is a cozy amusement place
which has recently undergone extensive
improvement as a new addition to the
Stanley-Crandall holdings.

Under the general supervision of Jo-
seph P. Morgan, general manager of the
Stanley-Crandall Company, and Nat Glas-
ser, technical supervisor of the same or-
ganization, the Empire and New both have
been brought completely up-to-date, have
been thoroughly renovated, repainted and
refurnished and equipped with new heat-
ing plants and new provisions for perfected
projection. New screens have been in-
stalled and in every respect these houses
have been placed on a par with the other
Stanley-Crandall neighborhood theatres in
point of general attractiveness and me-
chanical efficiency.

The conduct of the houses and the en-
tertainment provided therein will be under
the personal direction of John J. Payette,
supervisor of theatres for the Stanley-
Crandall Company.

58

December 10, 1927

EXHIBITORS HERALD

CHICAGO PERSONALITIES

By W. W.

LEROY ALEXANDER has been succeeded by Henry Herbel as
manager of Universal’s Chicago exchange. Herbel, who was for-
merly Western division sales manager for Universal takes the new
position upon his own request in order to be at home more and to avoid
the constant traveling the former position made necessary. Alexander had
been connected with Universal for 12 years. Herbel’s successor has not
yet been announced.

The semi-annual meeting of Metro-Gold-
wyn-Mayer district managers was held at
the Drake hotel last Sunday, Monday and
Tuesday. More than 20 men were present,
including Felix Feist, E. M. Saunders,
W. F. Rogers, Paul Burger, T. J. Connors
and Allen Cummins from the home office.
* * *

William Michaelson has' resigned from
Ascher Brothers and is now general man-
ager of the Midwest Properties Corpora-
tion of Cleveland. Max Ascher is now per-
sonally managing the Terminal theatre.

* * *

C. C. Wallace, general manager of dis-
trict six for United Artists, held a sales
conference at the Stevens hotel last Satur-
day. Seventeen men were present.

If you want to see just what a busy man
looks like, take a good look at Wallace.
Under the new United Artists system, Wal-
lace’s territory has been greatly enlarged
and every salesman in the territory is
directly under his supervision. His terri-
tory is divided into exchanges, zones and
routes. Wallace has developed an extremely
efficient system for keeping tab on every
nook and corner of his territory.

Those present at the sales conference
were Herb Hayman, S. L. Bargman, H. L.
Zink, William Mendelssohn, Herman Okum,
Jack Cohen, Milton S. Frankie, C. J. Feld-
man, D. McLenos, J. S. Abrose, A. H.
Kloepper, Frank Young, Edward Grossman,
Lyman L. Ballard, T. G. Traeumer, Fred
Martin, Edward Bishop and C. C. Wallace.

Hi * s«c

Since the resignation of Jimmie Gillick
from Pathe, a number of changes have been
made in the sales organization. Under the
present lineup Harry S. Lorch is branch
manager; H. D. Graham is short subject
sales manager, and Tom Greenwood is fea-
ture sales manager. Jack Steinson, who
was formerly a city short subject salesman
is now a feature salesman in the city.

* * *

Jack Miller went to New York last
Thursday on business and returned to Chi-
cago Monday.

* * *

Joe Koppel last week celebrated his fifth
anniversary as manager of the Village the-
atre, Wilmette.

^

Charles Casanave has returned to Chi-

cago and will open an office soon. He
has been in Cleveland for the last year or
so connected with the Associated Theatres
of Ohio.

* * *

Ted Schlanger has been promoted from
Universal branch manager at Washington
to sales director of short subjects for Uni-
versal. At one time he was sales manager
of short subjects at the Chicago exchange.
Ted is only 28 years old, and has been with
Universal ever since he joined the company
11 years ago.

* * *

Oscar Florine, who is out in Indiana this
month for M-G-M, reports that he spent
all last week battling the snow and rain
that covered the state, and on top of the
trouble from the elements, he had two
blowouts, but he declares he is not dis-
couraged.

* * * '

The New Main theatre, which is the old
Park theatre in Evanston, will open around
January 1 after complete remodeling and
decorating. It is to be operated by Thanos
Demos. He has booked the entire M-G-M
product 100 per cent.

* * *

Mr. Alfred Alexander, father of Leroy
Alexander, died last week and was buried
on Tuesday at Oak Woods. A number of
film men attended the services.

* * *

Where can you find more intelligent girls
than those along film row? Well, darned
if I know. Dropping into F B O last week
l found Sue Adams reading the American
Mercury, and I found that she knows H. L.
Mencken from first to last. She is also a
sucessful contributor to the Line o’ Type.
And right next door at Fox is another
young lady who goes in for the best in
literature. If you want to know what’s
what in good books, just ask Charlotte
Browde.

* * *

“Peck” Gomersall, general sales manager
of Fox short subjects, was in town last
week making preliminary arrangements on
the New Fox-Case Movietone news reel.

* * *

Jack Connelly, until recently connected
with the Hays organization and now con-
nected with Fox, was another Chicago vis-
itor last week.

E. W. Hammons, president of Educa-
tional, stopped off in Chicago last week on
his way to the film capital.

* * *

The booking department at Fox is ex-
tremely busy arranging these days for the
day and date engagements of “What Price
Glory” in outlying Chicago theatres for the
week of January 8. They claim that over
90 theatres will play the picture and that
this will break the day and date record
made by “Over the Hills.”

* * *

Margaret Ettinger and Maria Corda, who
was cast in the role of Helen in First
National’s picture, “Helen of Troy,” stopped
off in Chicago Monday on their way to
New York.

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Budd Rogers, Vice-Pres.

Foreign Rights Controlled by BRITISH & CONTINENTAL TRADING CO., INC.

Cable Address: “BARNSFILMS” J. C. BARNSTYN, Pres., 1540 Broadway, N.Y.C.

A Goal for Gotham- “The Cheer Leader ”

Newspaper Cooperation, by Martin J. l^uigley

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JOHN GILBERT GRETA GARBO

SOLD OUT SOLID 3 WEEKS
IN ADVANCE - THE GREATEST
PICTURE SENSATION SINCE
“THE BIG PARADE’'

METRO - GOLDWYN - MAYER

: >

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/ /

Based on Tolstoi’s
"Anna Karenina"
Directed by Edmund
Goulding. Continuity
by Frances Marion

EMBASSY THEATRE *222 hit

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays,

</77

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rOL. XXXII, No. 1

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,
1879. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

December 17, 1927

;ijri[riprgx

To Our Friends /

the Exhibitors, Organists

and the

jUotion Picture Fraternity

Best cUJishes for a Prosperous
andaJHappy

-2

ESTuaT?

UOfjWTjlM

December 17, 1927

EXHIBITORS HERALD

5. R. Kent wires
Jesse L. Lasky
From Hollywood

\\oUv

l)v<

. 6,

1927

t oeW stvdio Here

[o** Cff* Vara®o»»‘,s “L, ovga^aU°"ott have given

u.v otttstan y\esh ■> » \n\‘d^in^ . t\ fori» ol nloui'1 lts

,^ay Ot , posses and *> ^lete* A Vara^

W’ M ^ TeC°l * 1 ^ve seen ** <*#**

f r "““'’•'al' ^ ’ —

sec next

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'•Wf ST COAST STUDIOS'

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*ARAMOUNT’S GREAT HOLLYWOOD STUDIO TEEMING WITH ACTIVITY

*

Harold lloyd in

Speedy

Perfecting touches now being added to what looks like a great Lloy
comedy special. Brand new idea and novel characterization. Produce
by Harold Lloyd Corp. A Paramount release.

Old Ironsides

Ask your exchange about special releasing plan on this great $2 road shoY
James Cruze’s melodramatic masterpiece with Wallace Beery, Geo. Bancrof
Charles Farrell, Esther Ralston. By Laurence Stallings, author " What Pri
Glory” and "Big Parade”.

The Last

COMMAND-

Colossal melodrama starring Emil Jannings, with Evelyn Brent, WilliaH
Powell, Nicholas Soussesain (valet in "Gentleman of Paris”). Yon Sternberj
production. By Lajos Biro. Mighty story of Russian terror and the roya
outlaws of Paris.

‘Legion of the
Condemned

With appeal of "Beau Geste” and "Wings” combined! Mystery melodrama o
a squadron of daring flyers who court death to land spies behind enemy lines
Wm. Wellman production, John Monk Saunders, author. (Director and authoi
of "Wings”.) Gary Cooper, Fay Wray, Lane Chandler.

‘Gentlemen prefer
Blondes

World’s merriest and most famous book. Superbly directed by Malcolm
St. Clair, with Ruth Taylor, Alice White, Ford Sterling, Chester Conklin,
Mack Swain, Holmes Herbert, Trixie Friganza, etc. By Anita Loos. Play by
Miss Loos and John Emerson. Hector Turnbull Production.

‘BEAU SABREUR

Answer to "Beau Geste”, by same author. Seething melodrama of French
Foreign Legion in the desert, plus comedy and love. John Waters production
with Gary Cooper, Evelyn Brent, Noah Beery, William Powell. Bigger
clean-up than "Beau Geste”!

‘TILLIE S PUNCTURED
ROMANCE

1928 version of famous comedy classic. Produced by A1 Christie, who made
"Charley’s Aunt”. Directed by Edw. Sutherland ("Behind the Front”,
"Navy”.) Starring Chester Conklin, W. C. Fields and Louise Fazenda. Box
office natural.

‘BEHIND THE GERMAN
LINES

At last — secrets of behind the German lines revealed! Actual drama filmed
on the spot of mighty battles land and sea. German side of the war seen for
the first time! Produced officially as events took place by the makers of
" Variety”, "Metropolis”. Ufa Production.

‘Street of Sin

All the tense drama of "Way of All Flesh”— and more. Emil Jannings proves
again to be greatest dramatic actor in the world! Mauritz Stiller production,
with adorable Fay Wray. Story by von Sternberg, producer of "Underworld”,
and Benj. Glazer.

KIT CARSON I

Star of "Jesse James”, Fred Thomson, in thrilling melodrama based on
exploits of America’s famous pioneer. Produced in first run special style,
with cast of favorites. Hair-trigger action, Indian fighting of "Vanishing
American” type, romance.

week after week

star hits

CLARA BOW
RICHARD DIX
BEBE DANIELS
FlELDS-CONKLIN

BEERY-HATTON
POLA NEGRI
ESTHER RALSTON
THOMAS MEIGHAN

ADOLPHE MENJOU
FLORENCE VIDOR
GEORGE BANCROFT
FRED THOMSON

short features

PARAMOUNT-CHRISTIE COMEDIES— PARAMOUNT-HORTON COMEDIES
PARAMOUNT NOVELTIES— KRAZ Y KAT AND INKWELL IMPS

Paramount News

no wonder paramount
showmen are sitting
on top of the world!

: '

a POWERFUL
DRAMA OF
THE/EA/^

WITH A GREAT CA/T INCLUDING

DOROTHY /EBfl/TIflN
MONTAGU LOVE.
TOM /flNTC W I
RAY HALLOR-
PAT HARMON
ALICE LAKE AND OTHER/

ADAPTED BY

E. MORTON HOUGH

DIRECTED BY

FORRE/T/HELDON

M/

tOTNE OF THE 24 GEM / FROM TIFFANy

'nlerlqinnicnl

M.H. HOFFMAN, VICE PRES.

1540 BROADWAY

NEW YORK CITY

■

Read Le Baron’s Sizzling Wire! Cappi
max of his brilliant regime with THRE1
ATTRACTIONS. . . all available for

KENNEDY- FBO

LeBaroris Croivnin

i

Surprise Package I

y

/

UBILEE BEGINS

oke of Showmanship-
r with Golden Profit

Pf , fir.

IlllW.

pBO

0 ^ ^ BOtl *«S COBS MUM
IDSIOW »' B|lfflS3T BOlL® 0DD9

?5£««£T s ^ roB rsBRU‘M

SE ,!«?*» DP BKBOB _

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£Most Sensational Role of Year

ST'S!

PHYLLIS HAVER

as "ROXIE HURT" m

CHICAGO

T^OLLOWING a series of sensa-
tional successes which have
established her as one of the biggest
finds of recent years, Phyllis Haver
is destined to score one of the great-
est individual triumphs in screen
history as “Roxie Hart” in the dy-
namic DeMille Studio Production
“Chicago”, Directed by Frank Urson,

PHYLLIS HAVER
as the Jazz Qu een
Slayer "Roxie Hart”

featuring in the cast Victor Varconi,
Virginia Bradford, Robert Edeson,
Julia Faye, May Robson and T. Roy
Barnes. Adapted by Lenore J. Coffee
from the play by Maurine Watkins,
produced on the stage by Sam H.
Harris.

Pafhe Exchange. Inc.

DeMille Studio Pictures - Pathe' news

Rathe' westerns - patheserials - Pathecomeoibs

Producers International Corp.. 150 West ddth St., New York. WILLIAM M. VOGEL, General Manager, Foreign Distributors of De Mille and Metropolitan Studio Productions.

Member of Motion Picture Producers and Distributors of America, Inc., WILL H. HAYS, President,

f r\

The Salesmen of Metro-Qoldwyn-Mayer are the live-wires of the Industry!

GIVE T

IPi

re

GREIT

A ID!

they1 re not so beautiful but
they’ve shown a lot of exhibitors
how to make money!

DEFINITION

C of “KIBITZER”

A “Kibitzer” is a
'man who tells you
you should have booked M-G-M,
after the opposition has sewed it up.

you’re not doing
business that other
THEATRES are enjoying today
owe it to yourself to

FIND out why
OTHERS are getting rich
WHILE you plug along
SATISFIED with
JUST an even break!

A view of only part of the hig

THREE CHEERS FOR

M-G-M’S YOUNG BLO D
S LESMEN!

took a lot of
HARD work

stop exhibitors
booking

BY habit!

NATURALLY they were
A little timid
: changing —

now they’re grateful

TO M'G-M

showing the way
the bigger profits!

THE day of

MACHINE-made product
to end —

killed that game!
OUR boys were the
PIONEERS — you know it!

WHAT THE HOTEL CLERK I
OVERHEARD!

(In the lobby of a small hotel f the following
conversation took place among a group of mo-
tz<?n picture salesmen. It is reported verbatim .)

SALESMAN “A”

“Are there any openings with
your outfit?”

SALESMAN “B”

“Why?”

SALESMAN “A”

“I haven’t made a sale all
week. Wherever I go exhibit
tors tell me they’re all booked
up with Metro. You, fellows,
are sure sitting pretty with
exhibitors.”

SALESMAN “C”

“I don’t think there’s a sales-
man in the country who
wouldn’t prefer working with
M-G-M today!”

Metro-Qoldwyn-Mayer Studios largest in talent and resources in the world

WHAT Al S YOU!

and get

Al exhibitor who has
ONCE used
M-G-M service to
back to

ANOTHER service.

IT can’t be done!

INSTEAD of that,

MORE and more *

EXHIBITORS are learning
THAT the consistent business
I! being done with
M-G-M product because

^************ A **********************

READ THIS WIRE:

THE BIG PARADE
GROSSED MORE
THAN THE THREE
BIGGEST PICTURES I
EVER PLAYED PUT
TOGETHER. BEN-
HUR EXCEEDED THE
BIG PARADE BY
FORTY PER CENT.

T E Cooke,

Liberty Theatre,
Ada, Oklahoma

c

9

9

9

9

a

a

a

9

9

9

9

a

9

a

9

a

a

a

a

BELOW ARE A FEW TITLES WHICH STAND OUT IN
THE MEMORY OF M-G-M EXHIBITORS. BOX-OFFICE
RECORDS CANNOT BE DENIED. THESE BIG HITS
PROVE M-G-M’S SUPERIORITY. NO OTHER COM-
PANY CAN SHOW YOU SUCH AN ENVIABLE RECORD.

The Big Parade, Ben-Hur,Tell It to the Marines,
Rookies, Slide, Kelly, Slide, The Midshipman,
Brown of Harvard, Ibanez’ Torrent, Flesh and
the Devil, He Who Gets Slapped, The Navigator,
Tin Hats, The Flaming Forest, His Hour, Lady of
the Night, Excuse Me!, So This Is Marriage,
Never the Twain Shall Meet, Mike, The Merry
Widow, The Unholy Three , The Black Bird, The
Snob, The Red Lily, Dixie Handicap, Wine of
Youth, Cheaper to Marry, Sinners in Silk, The
Great Divide, Slave of Fashion, The Temptress,
Pretty Ladies, The Barrier, His Secretary, Road to
Mandalay, Beverly of Graustark, Waning Sex,
Understanding Heart, Upstage, After Midnight,
The Unknown, Mr. Wu,Tillie the Toiler, Twelve
Miles Out, Road to Romance, Fair Co-ed, Spring
Fever, The Thirteenth Hour, London After

Midnight, etc., etc., etc.

i**t***0t?k* «?****«* ****** ******** *9

a

3

9

S

a

s

9

a

a

9

9

G

9

9

9

9

9

9

9

THE public knows

about picture-shopping
THA^I ever before —

AND M-G-M activities
AND stars

been twenty-four sheeted
ACROSS the world amazingly!

M-G-M does the daring stunts —

OTHER companies pull the
old routine tie-ups —

YOU can’t name any promotion
OF any other company
TO even approach

TRACKLESS train (now in South America)
Leo, the Flying Lion, (soon on tour)
OR the latest M-G-M Smash,

PROJECTING giant ads by

lantern on Broadway —
SHOWMANSHIP, pep
blood

THAT’S what draws crowds #>

M-G-M shows!

f T f ff

▼

BOX-OFFICE REPORTS

[Do you follow the actual box-office figures in the trade

press '

Week after week M-G M pictures lead all
others in business done.)

JUST A FEW OF MANY!

“SPRING FEVER" [Haines] at Tower, Minneapolis,
boosted receipts, reports M. P. News.

The Stanley, Philadelphia, enjoyed a very good week
with “ROAD TO ROMANCE" [Ramon Novarrol,
reports M. P. News.

“FAIR CO-ED” [Davies] stood out at State, Buffalo,
reports Variety.

Oriental, Chicago, up $4,000. William Haines in
“SPRING FEVER,” reports Variety
“BODY AND SOUL” packed the State, Detroit,
Michigan, reports M. P News.

WarfieldTheatre, San Francisco, jumped into lead of
town with “BECKY,” reports Variety.

The State, Minneapolis, pulled in the crowds with
“ROAD TO ROMANCE” [Novarro], reports M. P.
News.

“ANNIE LAURIE" [Gish] opened to long line and
held up big at Uptown, Toronto, Canada, reports
Variety.

“FAIR CO-ED” [Davies] got record box-office at the
Grand, Atlanta, Ga., reports M P News.
“MOCKERY” [Lon Chaney] opened to turnaway at
Uptown, Toronto, Can., reports Variety.

“GARDEN OF ALLAH” [Ingram] at State, most
popular attraction in St. Louis, reports Variety.
“SPRING FEVER” [Haines] very good business at
Temple, Birmingham, reports M P News.

“FAIR CO-ED” [Davies] at Regent, Harrisburgh, Pa.,
reflected gratifying box-office returns, reports M.P. News.
Boston good week with “ANNIE LAURIE” at State,
reports Variety.

“ROADTO ROMANCE”[Ramon Novarro]broughr
Rivoli at Portland, Ore. good week, reports Variety.
Century, Baltimore, hitting excellent pace with
“SPRING FEVER” [Haines], reports Variety.

“FAIR CO-ED” [Davies] tremendous at Century,
Baltimore, reports M. P. News.

“ROAD TO ROMANCE” [Novarro] clicked at
Victory, Providence, reports Variety.

“SPRING FEVER” [Haines] attracted many to War-
field, San Francisco, reports M. P. News.

“ROAD TO ROMANCE” [Novarro] at Midland
Theatre, Kansas City, got largest gross ever taken in
any local picture house, reports Variety.

All theatres showed loss last week in New Orleans ex-
cept State, showing “THE BUGLE CALL”[Coogan],
reports Variety.

“BODY AND SOUL” drew unusually good business
at Strand, Tampa, Fla., reports M. P. News.

i A A AA db

W H F T A £ !

The Best is yet to come! Here are just a few Money Tip-offs!

11 ' THE COSSACKS "

M-G-M LEADS
PHOTOPLAY
MAGAZINE
STAR LIST!

In its annual check ■ up of the
year's best performances M-G-M
leads in the Photoplay survey
with six out of fourteen stars.

THE WINNERS: John Gilbert,
Greta Garbo, William Haines,
Marion Davies, Lillian Gish,
Lon Chancv.

Starring

JOHN GILBERT

ROSE- MARIE

The Great Special from
the Stage Success

GRETA GARBO

in a Brilliant Hit

THE

DIVINE WOMAN

WILLIAM HAINI

in a new winner

WEST POINT

JACKIE COOGAN

in his Great Sea .

From the Talk of the Industry to the Top of the Industry

METRO - GOLDWYN - MAYER

December 17, 1927

EXHIBITORS HERALD

11

12

EXHIBITORS HERALD

December 17, 1927

The Folly of Fools!

(No. 561. — Straightfrom the Shoulder Talk by Carl Laemmle,

President of the Universal Pictures Corporation .)

ARE SOME EXHIBITORS FOOLS?

MY ENTIRE CAREER HAS BEEN BUILT ON THE BELIEF THAT EXHIBL
tors are intelligent business men, desiring sound merchandise, delivered to them on a
legitimate merchandising basis

I’VE NEVER HAD MY CONFIDENCE SHAKEN. UNTIL NOW.

EVERY NOW AND THEN ONE OF MY ASSOCIATES COMES TO ME
with a clipping showing that some exhibitor has foisted on his patrons a print of the
old junk “Uncle Tom’s Cabin.”

ALL OF WHICH WOULD INDICATE THAT AT LEAST SOME -“SOME”

I said- SOME EXHIBITORS ARE FOOLS!

HOW UNDER THE SUN ANY MAN WITH A SINGLE DIME INVESTED
in the brick and mortar of a theater or even a store room could tamper with that in*

vestment by showing one of these prints is beyond me !

THIRTEEN AND FOURTEEN YEARS OLD THEY ARE! THINK OF IT!
And think of the agony of having to sit through one of these pictures yourself, let alone
having the infernal gall — or idiocy— to collect money from the public for the crime!

WHY IT IS ONLY TWO MONTHS AGO THAT ONE EXHIBITOR WRIT*
ing in the Reports Department of Exhibitors Herald about one of these old prints said:

“DON’T SHOW THIS PIECE OF JUNK IF YOU WANT TO KEEP YOUR

HOUSE OPEN!”

TOO BAD HE LEARNED IT AFTER THE DAMAGE.

TOO BAD SOME OTHER EXHIBITORS ARE ONLY LEARNING IT AFTER
they slink down the alley to dodge their wrathy patrons.

BUT MAYBE IT ISN’T TOO BAD.

“NOBODY IS TWICE A FOOL,” SAYS THE OLD PROVERB. AT LEAST
these fellows have learned their lesson And others, too, may profit by the warning.

MEANWHILE UNIVERSAL’S NINETEEN*TWENTY*SEVEN PRODUCTION,
of “Uncle Tom’s Cabin’* — staged at a cost of close to two million— hailed by the critics
—sensationally successful on Broadway — such a masterpiece will not be hurt by junk
prints of old pictures, but the exhibitors who run such junk surely must suffer!

MY INVESTMENT IS IN THE AMERICAN PUBLIC. PRETTY SOLID
security.

5SSi5IMS§te»«» ^

* i

km

its®

The i

Line »p that

tl,e Industry*

ISig**nsnne

No rrrian

0

ALIASthedEa_

^esta "EAcON
John Be H,‘tor the ye

S'ren'en's hsTCr a»/l
HERSfio‘ Starring ji

Jack to
c°UNT Ry

^EJ^esASu,REE st

&id0o“*«ofr

^‘tchell T n?' Robert I

^tAutelj

cheating C|f

Harlan,^' t-'V/thj

'Woct1^,Lae

"’'thrGjfnnTrRAtAP^

Made by the
producers of

UNCLE

TOM’S

CABIN

’"' COONT OF rEN

G«5dthB n,a8«ine
GHAR|feaj«nont. 't0rV hv

|lrcv«#*£sa

— wVj

**Oot rt» "

r gibson ,„

Office l>c^N JE WElS
And Vear out5>°t G-'bson^c te" the whnl

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a,"et»T,me

c*,I»Plnerilrj,

AT««»

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Gu*te S M.Sche*,°le a* ! ®-

°the«tGplctur^our„a

Sta-^PKtNGS

fdfflA.; t AU R A
J/’h"»\v °tis Ha
Ast°t, B*EV"> Gert
P,e ConkliMlt'^'osh,
hrom Cyri/Vt^A.

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Horn 7

A,AC«4Fn^'4

Releases/

14

EXHIBITORS HERALD

December 17, 1927

Amazing long Run

V

Amazing in Quality
— Amazing in Pulling
Power — Amazing in
Profits for You!

That’s what you want to
know and that’s why we re-
fer you to the box office re-
ports in any trade paper in
the land. Exhibitors every-
where who have played
“THE CAT AND THE
CANARY” and “LES
MISERABLES” will tell
you that these pictures have
the pulling power that will
knock the red-ink bugaboo
into a cocked hat.

As for “THE COHENS
AND KELLYS IN PARIS”

— look over your records —
see what “THE COHENS
AND KELLYS” did for
you last yea r — amazing
business, wasn’t it — and this
one is twice as BIG — twice
as FUNNY — twice as many
LAUGHS! Don’t blame us
if your opposition gets it.
We’re telling you about it
NOW!

UNIVERSAL’S
AMAZING
THREE . . .

rom

I*.

with a perfect cast
including Arthur
Edmund C a r e w,
from the stage hit
by John Willard.

Starring

George Sidney
J. Farrell MacDonalt

with

VERA GORDON

Kate Price, Gertrude As- \
tor. Adaptation and con- j
tinuity by A1 Cohn. Story i
supervision by Josepl <
Poland.

By the producers tf UNCLE TOMS CABIN

WHO PLAYS with FOX PROFITS with FOX

FOX PICTURES

are to-day where the in-
telligent planning and
foresight of their makers
have put them - - in the
front rank of demand
with exhibitors of vision

"Fox is making the best pie-
tures now,” says the Trade,
and the Trade is right.

In the period from November
to April, Fox will release a se-
ries of attractions notable by
reason of their directors and
their casts and unique in that
every title has been chosen
with an eye to profitable busi-
ness and patronage.

And that means — No Lemons!

‘Dolores Del Rio
in “ No Other
Woman" — a great
bet for any
theatre. ^

Virginia Valli and
Nancy Carroll in
" Ladies Must Dress"
a comedy of clothes.

in "Woman Wise"
are June Coltyer,
“Rig Bill” Russell
and Walter Pidgeon.

Wolf Fangs" has
Thunder, a dog hero,
Caryl Lincoln and
^Charles Morton.

HO PLAYS with FOX PROFITS with FOX

t

MADGE BELLAMY in “WOMAN WISE" wi,|,

‘VERY CONFIDENTIAL" wiiiiam Russell

wjt|1 June Collyer Walter Pidgeon

Patrick Michael Cunning Mary Duncan ALBERT RAY Production-

JAMES TINLING Production „

“SHARPSHOOTERS with
LADIES MUST DRESS” wi,h george o brif.n lois moran

VIRGINIA VALLI Lawrence Gray J. G. BLYSTONF. Production

Earle Foxe

VICTOR HF.ERMAN Production “HOLIDAY LANE”

C/live Borden in
"Come to my House."
Antonio Moreno is the
sheik.

dmtind Lowe is
ain a hard • boiled
ro in "Dressed to

VICTOR McLAGLEN in

A CIRL IN EVERY POR I

THUNDER, the Dog
Caryl Lincoln Charles Morton

LEW SEILER Production

with Louise Brooks and Strong Cast
HOWARD HAWKS Production

• THE WIZARD" with

EDMUND LOWE
.eila Hvams Barry Norton

RICHARD ROSSON Production

MADGE BELLAMY in

■SOFT LIVING"

MADGE BELLAMY in

"SILK LEGS"

ith James Hall Joseph Cawthorn

ARTHUR ROSSON Production

in Mack Brown Mary Duncai

Olive Tell

JAMES TINLING Production

LUitlL III JIT HUU5L with

Olive Borden Anionio Moreno

Ben Bard Cornelius Keefe Doris Lloyd
ALFRED E. GREEN Production

HIE sport <;iri

DOLORES DEL RIO in

“NO OTHER WOMAN-

with Ben Rard Don Alvarado
LOU TF.LLF.GF.N Production

EDMUND LOWE in

“DRESSED TO KILL

IRVING CUMMINGS Products

Lois Moran and
George O’Brien team
(or the first time in
"Sharpshooters."

1 he Wizard" is a
mystery thriller fea-
turing Edmund Lowe.
Leila Hyams is his
lead.

c^ifadge Bellamy in

"Silk £^^v'ih'i*gain
a bewitching, peppy,
modern girl.

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San Francisco Chronicle

"Gilda Gray dazzling. Picture holds much
suspense. Is well made and interesting.”

— Los Angeles Chronicle.

"If you like a tinge of the oriental in your
romance, then you’re sure to find entertain-
ment in this one. You’ll have your money’s

worth.

-Los A ngeles Examiner.

. "Gilda Gray Pantages Hit. She is attractive
and alluring. Inimitable Gilda. A spectacular
climax.”

— Los Angeles News.

"The film gives Miss Gray ample oppor-
tunity to act — although to draw the line be-
tween dancing and acting with Gilda Gray is
a difficult business. Her dancing IS drama
enough.”

— Los Angeles Call & Post.

Samuel Goldwyn

presents

Clive Brook^

NOW

BOOKING!

UNITED ARTISTS PICTURE

DEVIL
DANCER'

by Harry Hervey

FRED NIBLO

PRODUCTION

Another Big Pathe - DeMille
Feature Hits Broadway

Pathe presents

"THE WRECK OF
The HESPERUS"

with VIRGINIA BRADFORD
FRANK MARION, ALAN HALE
and SAM DE GRASSE

Suggested by

HENRY WADSWORTH LONGFELLOW'S FAMOUS POEM
By Harry Carr and John Farrow

Directed by ELMER CLIFTON

Produced by DeMILLE PICTURES CORPORATION

Pathe

The PICTURES will ma
First National First In tl
first Month of the yes
So many ProdiSioi
Productions MASS!
Prodigally in these i
Weeks that Hundreds
exhibitors haye aut<
maticaiiy turned thi
screens oyer to Fii
National exclusively f
January I

If 1

S'

A

LI i

n

\

L\

k

DECEMBER 05™ t> FEBRUARY 4.

Richard A. Rowland wires: — “Colleen at her
best. Positive that it’s going to be one of the
most enjoyable Colleen Moore pictures we
have released in a year. I enjoyed it immensely
and know that the audience will also.’*
Presented by John McCormick.

Three in a Row for Barthelmess! “Patent
Leather Kid” — “The Drop Kick” — and now
“THE NOOSE” is your cash-in on the new
fame he’s built this year. New York — night
life — a shot above the blare of jazz— and a kid

The PRIVATE LIFE
of HELEN of TROT

with If ARIA CORDA— LEWIS STONE
I RICARDO CORTEZ

| Road-show smash at the GLOBE, New York,
Y, de luxe showing at $2.20 Top! Million-dollar
1 comedy novelty. The most lavishly luxurious
1 screen spectacle in years. From the best-sell-
gafc ing novel of the decade. (SPECIAL)

BIG as all outdoors. Sills a Fightin’ Fool at the
top of his form, with not one but two great free-
for-alls with brand-new thrill angles . . . And
when that runaway train goes plunging down
to a roaring smash-up, you’ll know you’ve got
Sills’ greatest suspense-story since “The Sea
Hawk”!

CHARLIE NURRAT
and GEORGE SIDNEY

in FETING ROMEOS

and 5 other star names in the cast. Nation-
famous before release — with $800,000 “Pep”
tie-up and preview by the President’s Cabinet
reported in newspapers from Coast to Coast-
Masterly direction by RICHARD WALLACE.
(SPECIAL)

Up in the air — but sky shy!... A couple of
Clowning Cloud-Hoppers doing nonsensical \
nose-dives with the joy stick full on ! The sure- !j
as-shootin’ hit-team of “Lost at the Front” and
“Life of Reilly” turned into Amorous Aero-
nuts — all for the love of a Manicure Momma
who wants them to fly to Europe — and stay
there !

SAILORS' WIVES

wifh MART ASTOR-LLOYD HUGHES

More months -in -advance bookings by key
showmen than any other picture in years —
because they KNEW the fame of Harold Bell
Wright and his Greatest Novel meant sure
profits, even without the superb First National
Production, with a 5-Favorites cast including
Molly O’Day. (SPECIAL)

The lowdown on the high jinks of the fastest
young married set this side of life . . . Beautiful
playing around” — Mary out-

young wives
loving the most notorious male experts in the
game of hearts... From the great novel by
Warner Fabian.

ALLAN DWAN’S Production 1

FRENCH DRESSING

with H. B. WARNER, CLIVE BROOK,
LOIS WILSON, LILTAN TASHNAN

Here’s a fast one! — American youth, smart
stuff, 1928 modes and morals, turned loose in
Paris — of all places ! It can’t miss !

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AAA' r AA

- tVie ^sa^W^et^cc*,

1 A :, :»s««4 sc

A TEX A /
JTEER

WITH

WILL ROGER/*

LOUI/E- r-AXtNDA

LILYAN TAXUMAN -ANN RORK -
DOUGLAX FAIRBANKS, JR.

A JAM Er. RORK PRESENTATION

Title/ by WILL ROGE R/

from the play byCH AX. H.HOYT

A RICHARD WALLACE

Production

NATION-WIDE PUBLICITY

for this tremendous Laugh -Hit from Preview by
President’s Cabinet, as principal feature of opening
of great new National Press Club in Washington.

V

EXHIBITORS

HERAL

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 0036-37-38. Cable Address :
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd„ W. C. 2

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 37

Presentation Acts 39

The Theatre 48

New Pictures 50

Press Sheets 51

Available Attractions 52

Classified Advertising 55

The Box Office Ticker 56

“What the Picture Did for Me” 57

FEATURES

Broadway 24

Los Angeles, by Ray Murray.... 30

Pictorial Section 31

New York, by John S. Spargo.... 34
Service Talks, by T. O. Service.. 47

Letters from Readers 54

Chicago, by W. W 66

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue

PRESS backs Atlanta theatres ; Newspapers cooperate and exhibi-
tors advertise; No worthwhile exploitation idea is ever turned
down; Trip to Hollywood converts critic.

DETAILS of Keith-Orpheum deal are announced; New corpora-
tion will be able to seat over million in one day — Repeal of all
admission taxes is sought.

INTERNAL politics hurt industry; Turnover of personnel is called
too rapid for stability; Only two of roster of F. I. L. M. Club at
St. Louis hold positions of six years ago.

Theatre is bombed in Chicago; Damage at Parthenon is esti-
mated up to $10,000; Vandals raid Grand Riviera in Detroit;
Bandit holds up pair at Portland, Ore.

CTANLEY COMPANY, First National and
V'J two British concerns form alliance for

production, distribution and exhibition

$300,000 Fire sweeps Metropolitan studios.

AT7.ESCO takes over 45 Saxe theatres

VVj December 21 Lillian Gish signs

with United Artists Sunday openings

throughout Kentucky are expected to be
legalized.

COUTH favors old star names rather
than new faces, survey indicates; New-
comers, however, are building up host of
admirers, says Texas manager.

T) YRON MORGAN is in second place on
Box Office Ticker Sydney Cohen de-
mands congress act in Paramount case

William P. Gray dies in California.

p* NT1RE showing of M-G-M’s “Love”
will go on air from Embassy Decem-
ber 20 at I 1 :30 p.m. performance Nine

theatres open in Pennsylvania and New
Jersey.

]\/r P. T. O. of Ohio protests sale of film
"H* for home use Patrons leave in or-

der due to tact of house staff when fire

damages theatre Ambrose Small’s play-

house is razed.

A/T AGNIFICENT settings feature pre-
miere of “Helen of Troy” at Globe

A. M. P. A. Bulletin comes back to

life — Rowland will stay with First National.

T T N1TED front is declared vital to ward
off bluenose attacks at Washington

and in state capitals Actor dies three

minutes after drinking coffee.

Next Week: “104 Best of the Year”;
“Better Theatres” Will Be Section II

22

EXHIBITORS HERALD

December 17, 1927

EXHIBITORS

HERALD

Qhe independent Qilm Q. fade ^aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week. The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXII December 17, 1927 No. 1

Newspaper Cooperation

THOROUGH-GOING cooperation between theatres
and newspapers is a wholly sound arrangement which
is distinctly advantageous to both parties. Many instances
may he cited in which a working plan of cooperation
exists between theatres and newspapers and in every case
both the theatre and the newspaper find themselves mate-
rially benefited.

Hardly ever is a theatre man found who does not appre-
ciate the value of having a newspaper working with him
on a sound cooperative plan hut it is only in the excep-
tional cases that exhibitors are applying all of the neces-
sary and proper means to create and maintain such a
plan.

We have met exhibitors who maintain that with the
advertising space which they buy and with the circula-
tion-building motion picture news which they supply for
publication that the newspaper should actually feel
indebted to them and should put forth voluntarily every
possible effort in the way of cooperation.

Regardless of the theoretical merits of his case it ap-
pears to us as the wisest plan for the exhibitor to meet his
location situation as it may exist. With respect to the
advantages which he is able to obtain under a sound coop-
erative plan it is well worth while for him to waive the
theoretical rights he may be entitled to as a customer of
the newspaper and settle down to a consideration of ways
and means which he might employ that would encourage
the newspaper to make special concessions on his behalf.

Practically all newspapers regularly or from time to
time foster the collection of funds for some particular
charity or in support of some relief measure. These are
cherished undertakings of the respective newspapers and
they are particularly interested in making creditable
showings. Such cases afford theatre men opportunities to
cooperate, and very often plans may be worked out which
result in little or no out-of-pocket expense to the theatre.

This is but one of many ways in which exhibitors
can render a type of cooperation to the newspapers which
will cause the newspapers in the natural course to feel
obligated and when the occasion comes be willing to
reciprocate.

There is a great deal which a newspaper may do if it
is kindly inclined toward the theatre besides the mere
printing of publicity. In fact this is one of the distinctly

lesser things which a newspaper may do, yet in a great
many cases exhibitors continually make such demands
for free space that they earn a bad name for themselves
and their enterprise in the newspaper office.

For all practical purposes the matter of publishing
publicity should be left entirely to the discretion of the
newspaper. There are many favors which the exhibitor
may properly seek from the newspaper but the publica-
tion of exorbitant amounts of publicity is not one of them.
The publicity supplied to the newspaper should be left
to sink or swim on its own merits as interpreted by the
newspaper.

If the publicity contains legitimate news stories then
the newspaper is as anxious to print it as the exhibitor is
to see it in print. But if it is legitimate news then the
exhibitor is not under obligation to the newspaper. If it
is just sheer publicity it is an imposition upon the news-
paper to ask for its publication.

All matter supplied to a newspaper should be as brief
as possible and should be stripped of everything that
smacks of advertising.

The disposition of the newspaper toward legislative
restrictions is an influence of great importance upon the
stability and even the existence of the exhibitor’s business.

A right attitude of cooperation on the part of the ex-
hibitor— and no effort whatsoever on the part of the
theatre man to impose or attempt to impose upon the
newspaper — will do much in determining what the news-
paper’s disposition on these matters will be.

* * *

Problem Solved

'T^HE New Garrick theatre in Fond du Lac, Wis., has
A been confronted with a difficult problem and Mr.
W. L. Ainsworth, president of the operating company,
has recently arrived at an effective solution which wiD be
of interest to other theatre men.

The New Garrick is a stock house which customarily
opened for the evening performance at 8:30 o’clock. With
the straight motion picture theatres in the town opening
at 6:30 o’clock the New Garrick was failing to get con-
siderable patronage which was expected.

The policy introduced by Mr. Ainsworth consists of
opening the New Garrick at 6:30 o’clock with the show-
ing of a feature picture. Then follows the stock perform-
ance and between acts a news reel or comedy film is
offered.

The new policy is resulting in filling the house con-
siderably earlier in the evening; also considerable local
and out-of-town patronage which formerly was not re-
ceived is now being enjoyed.

The New Garrick policy is the first practical applica-
tion coming to our notice of the suggestion made several
months ago by Mr. Ashton Stevens, Chicago dramatic
critic, for the showing of news reels between the acts of
stage plays.

* * *

Mr. Cohen’s Organization

MR. SYDNEY S. COHEN, who, for several years prior
to his retirement from the presidency of the Mo-
tion Picture Theatre Owners of America, was the leading
figure in exhibitor organization affairs, has recently been
sponsoring an organization under the formidable title of
“The Board of Trade and Commerce of the Motion Pic-
ture Industry of the United States of America.”

The title of the organization does indeed seem vast and
encompassing, yet nothing about it has been disclosed to
indicate that it is other than a personal undertaking of
Mr. Cohen.

December 17, 1927

EXHIBITORS HERALD

23

Stanley Company,
F-N and British

Backs Atlanta Theatres

Newspapers Cooperate;
Exhibitors Advertise

Interests Combine No Worthwhile Exploitation Idea Ever Turned Down

— Trip to Hollywood Converts Critic

(Special to the Herald)

NEW YORK, Dec. 13.— An alli-
ance of British and American mo-
tion picture companies, with total
assets estimated at more than $150,-
000,000 has been formed for the
purpose of producing, distributing
and exhibiting films in the United
Kingdom, it was announced yester-
day in London and New York. The
American interests entering the
combine are First National Pic-
tures, Inc., and the Stanley Com-
pany of America, while the British
companies include the Standard
Film Company, Ltd., and the Film
Investment Company, Ltd. The
British interests are controlled by
Lord Ashfield, Lord Beaverbrook,
and their associates.

Sunday Openings for
Kentucky Are Expected
When Legislature Meets

(Special to the Herald)

LOUISVILLE, Dec. 13. — A widespread
movement in favor of opening theatres on
Sunday throughout the state has steadily
increased since the recent state and city
election, and it has been intimated that an
effort will be made at the coming session
of the legislature to repeal the “blue Sun-
day” law.

During the past week an announcement
has been made by exhibitors that theatres
in Paducah, Frankfort, Ashland, Danville,
and one or two other places, will soon be
open on Sunday. Already the houses in
Louisville, Lexington, Covington, Newport,
Bellevue, Dayton and Hazard are operating
on Sunday.

Operator and Organist
Calm Patrons During Fire

(Special to the Herald)

OAKLAND, Dec. 13.— When A. C. Pax-
ton, 23, projectionist at a downtown thea-
tre here, detected smoke creeping in from
a burning building next door during a
performance, he announced to an audience
of 800, “Ladies and gentlemen : there is
a fire in the neighborhood. Will all of
you please rise and march out slowly?”
The organist, Miss May Peppys, immedi-
ately began an old school march, and the
patrons marched out in orderly manner.

This is the second of a series of articles appearing in the “ HeralcT ’
on co-operation hetiveen exhibitors and newspapers.

(Special to the Herald)

ATLANTA, Dec. 13. — There’s a saying among theatremen of Atlanta
L\ that has become almost a classic in the aptness and accuracy of its
L JL summary of the attitude of local newspapers toward theatre exploi-
tation and motion picture publicity: “If it’s a good idea you can sell it to the
newspapers.”

Worthwhile Ideas Never Turned Down

No really worthwhile exploitation campaign that offered any advantage to
a newspaper has ever been turned down in Atlanta. If, for some specific
reason, one paper declines a tieup, there are two competitive papers to fall
back upon. And competition being what it is between one morning and two
afteroon papers, no circulation-building suggestion goes begging.

The Atlanta Constitution, a morning
paper and the veteran in this section, was
the first to establish a special page for
motion pictures in its Sunday edition. That
page was inaugurated years ago and has
grown steadily. Now the Theatres and
Motion Pictures Department requires prac-
tically three pages each Sunday. At the
present time, as for some years past, it is
edited by Lorenzo Jones, who keeps in close
contact with theatre and exchange men.

Advance Features Added

Many years ago th'e Atlanta Journal es-
tablished a similar department in its Sun-
day editions, and still more recently the
Journal extended its services to include
special reviews and advance features in its
Sunday magazine.

The Atlanta Georgian and Hearst’s Sun-
day American, youngest of the trio, has
been uniformly generous and progressive in
the handling of its theatre and motion pic-
ture department for years.

The Georgian has the distinction of be-
ing the first local newsnaper to make a
daily feature of its theatre and picture
news. That feature was inaugurated in
January of 1927 and was the outgrowth
of a pilgrimage to Hollywood made by
Fuzzy Woodruff, dean of Atlanta dramatic
critics, star Hearst writer and by all odds
the most brilliant and popular newspaper-
man in this section.

Hollywood Changes His Slant

LTntil a year ago Woodruff was not par-
ticularly enthusiastic about motion pictures.
Then he made his memorable visit to Hol-
lywood, visited studios, talked to high ex-
ecutives in production, met leading stars
and players in their homes, and returned

to Atlanta with a new slant on the indus-
try. Immediately thereafter the Atlanta
Georgian, at his suggestion, inaugurated
the daily feature, “News of the Film and
Stage,” written entirely by Woodruff and
based on current and coming attractions in
Atlanta theatres. His writings have been
a decided factor at the box office for shows
without number.

Almost immediately, the Journal fol-
lowed suit with a similar column. That
column is edited Jointly by Ernest Rogers
and Allan Taylor.

The Constitution carries no signed daily
column, but does allot a very generous
amount of space each day to news of cur-
rent attractions, such news being provided
by the local theatres. The department is
edited by Lorenzo Jones.

W hen it comes to special exploita-
tion campaigns and tieups the “Geor-
gian” and the “Constitution” give the
most ready co-operation. Twice within
the past few months the “Constitu-
tion” has sponsored “Kiddie Revues”
at the Howard theatre. Those revues
featured exceptionally talented At-
lanta children and the “Constitution’s”
sponsorship in each instance proved a
circulation builder. Those are but two
of numerous instances of the “Consti-
tution’s” favorable attitude toward the
theatre.

The Georgian entered into a tieup with
Loew’s Grand to exploit “Tillie the Toiler”
and put on one of the livest campaigns
ever launched in Atlanta. Incidentally, it
was a campaign that sent money rolling
into the Grand’s box office.

The Journal is disposed to be more con-
servative, but when that paper does agree
( Continued on page 28)

Fire Sweeps Metropolitan Studios; Loss
Reaches $ 300,000 ; Production Retarded

Lloyd Hamilton Leaves
Educational Pictures

(Special to the Herald)

HOLLYWOOD, Dec. 13.— Lloyd Ham-
ilton and Educational Pictures have parted
company. Hamilton’s contract was up last
week and the company did not take up
its option. Hamilton has been with Edu-
cational about eight years and has starred
in many comedies.

(Special to the Herald)

LOS ANGELES, Dec 13. — Fire resulting from a laboratory explosion at
7-30 Sunday night destroyed several buildings at the Metropolitan studios.
The loss is estimated at $300,000. Flames spread from the plaster shop to
the wardrobe building of Caddo Productions where costumes worth $60,000
were destroyed.

The fire then reached the big stage where an army airplane and three large
sets were standing for use in “Hell’s Angels,” a Caddo production now under
way. Firemen got the flames under control at midnight just as they were
threatening James Cruze’s stages and the Administration building. Director
Luther Reed said the Caddo picture will be held up several days while cos-
tumes and properties are restored.

24

EXHIBITORS HERALD

December 17, 1927

NEW YORK. — Ben Abrams is greatly
annoyed on Wednesdays and Satur-
days by matinee people crowding the
chairs and his office in the lobby of the
Astor. . . . Jack Connolly, blooming with
renewed youth after a long trip abroad,
stopped over in New York last week on
his way to his old home in Boston. . . .
Pete Woodhull and Charlie Pettijohn are
off on another jaunt, this time to the North
Carolina exhibitors’ convention. . . . Dick
Rowland, Clifford B. Hawley and Abe
Sablotsky are back from looking over new
productions at the First National Burbank
studios. . . . Louis Geller, chairman of the
T. O. C. C. dinner entertainment commit-
tee, is willing to make a bet that the late
Mayor Jimmy Walker will not be late next
Friday evening. . . . Martha Wilchinski is
now sitting pretty on her new job as head
of Roxy’s publicity department, but any-
thing Martha decides to do is done prettily.
. . . Joe Kennedy, the versatile and peppy
president of F B O, proved himself a rival
of Graham McNamee last week by broad-
casting a lot of interesting stuff about the
picture business, not forgetting some of
F B O’s good pictures. . . . Charlie Rogers,
who has quit as a First National super-
visor, is due in New York this week. . . .
Sidney Olcott arrived in New York in time
to take in the premiere of “The Private
Life of Helen of Troy.” . . . Sidney Kent
has returned from the Coast and Adolph
Zukor and Sam Katz are expected back
this week. . . . Lou Metzger, after having
his trip postponed twice by a high tempera-
ture, left last week for Florida to re-
cuperate after an operation. . . . Louis
Phillips, secretary of the New York Film
Board for a number of years, has resigned
to join the legal department of Paramount.
. . . Dave Hochreich threatens to bring the
Vocafilm back shortly after the first of the
year. . . . Jack Pegler has joined Para-
mount and gone to the Coast to handle
publicity at the studios. . . . Elnfer Pearson,
now big Indian Chief, is expected back
in New York this week, feather head dress
and all. . . . Eddie Smith, salesmanager of
Tiffany-Stahl, left this week for a sales
trip that will keep him away until after
Christmas, which holiday he will spend at
his home in Buffalo. . . . George DeKruif,
advertising and publicity manager of Na-
tional Theatre Supply, spent last week in
New York giving the trade press and a
lot of exhibitors a peep at the new
Orchestraphone. . . . Max Cooper, manager
of the Colony theatre for the past several
years, has joined Dr. Hugo Riesenfeld and
United Artists and gone to Chicago to
open the new United Artists theatre. . . .
Arthur Kane is expected in New York
soon to take up his new job with Pathe
as contact man between New York and the
Coast studios. . . . Eddie Halperin, co-
producer with Inspiration Pictures, is in
New York and expects to sail soon for
a long sojourn in Europe. . . . E. W.
HanUmons, who has been on the Coast on
production matters for the past couple of
weeks, will return to New York this week.

SPARGO.

Lloyd Hughes Leaves F-N

(Special to the Herald)

HOLLYWOOD, Dec. 15. — Lloyd Hughes
is leaving First National at the completion
of his present picture “Do It Again” which
Marshall Neilan is directing. Hughes’ con-
tract expired Dec. 1 and he did not renew.

The

Private Life

of

Helen of Troy

opened Friday night at the Globe
theatre, New York. The premiere
also marked the first appearance of
Maria Corda, Hungarian actress, in
an American- produced picture. She
is featured as the immortal Helen in
First National’s special, with Lewis
Stone. Miss Margaret Ettinger, her
personal representative, accompanied
her to Neiv York for the premiere.

December 17, 1927

EXHIBITORS

HERALD

25

Keith -Orpheum Deal Detailed

Wesco Takes Over NeW Chain Ab.le t0 Seat

45 Saxe Theatres Over Million in One Day

Corporation Will Be Capitalized With $10,000,000
of Preferred, Two Million Shares of Common

By JOHN S. SPARGO

NEW YORK, Dec. 13. — At last it really looks as if that much talked and
much written about merger of the two big vaudeville circuits is about to be
consummated. For months past the Keith-Albee and Orpheum circuits have
been getting together on an amalgamation, and this known fact has been the
basis of more wild conjecture than anything else that has occurred in the
amusement business in many years.

Goodman Gives Out Details

And now every man who thinks he has a diploma from a good guessing
school will get busy again. This may be but the completion of the first step
in what has been referred to as “the big merger,” this being the amalgamation
of the vaudeville circuits with First National, P. D. C. Stanley, F B O and
anyone else you care to include. Again it may not be a step in any direction
beyond a combination of vaudeville interests. The matter lends itself to a lot
of guessing, and now watch the guessers get busy.

on December 21st

(Special to the Herald)

MILWAUKEE, Dec. 13.— December
21 has been set as the date for the taking
over of the 45 Saxe theatres by Wesco,
according to the present plans. Accord-
ing to John Dillon, New York banker,
the theatres will continue to operate on
the same policy as in the past.

“The new owners intend to continue
the policies of the Saxes,” Mr. Dillon
said. “Moving picture theatres will con-
tinue to show pictures and the vaudeville
theatres will continue to present vaude-
ville. However, the new owners will not
hesitate to change the form of enter-
tainment at any theatre if it should de-
velop that such a change would be
advisable.”

It is stated that one of the remaining
things to do before the transaction can
be legal is the holding of formal meet-
ings of the various stockholders of
corporations controlling Saxe theatres
giving their consent to the transaction.
Informal meetings in a number of cases
have already been held, but formal meet-
ings with the taking of a vote is
necessary.

Lillian Gish Signs
Two Year Contract
with United Artists

( Special to the Herald)

NEW YORK, Dec. 13.— Lillian Gish has
signed a two-year contract with United
Artists. It is understood that she will
make at least one, but not more than two
pictures a year.

Her first photoplay for the new organ-
ization will be begun shortly after the
holidays and will be released in the fall.
If a mutually suitable story can be found,
D. W. Griffith will direct her.

Miss Gish is now in the city selecting
material for her next production, but in-
tends to return to the West Coast before
Christmas.

Start Sunday Shows at
Midland, Texas, Theatre

( Special to the Herald)

MIDLAND, TEXAS, Dec. 13. — Sunday
motion pictures are now being allowed here
after insistent demands for some means of
entertainment for the many transients who
are in town over the week ends.

Texas as a whole is for Sunday shows,
and it is hoped that other towns in the state
will take matters in their own hands and
insist on motion pictures being allowed on
Sunday.

Censors Bar Arhuckle
from Toronto Vaudeville

(Special to the Herald)

TORONTO, Dec. 13. — Roscoe (Fatty)
Arbuckle has been barred from fulfilling
a vaudeville engagement here by the cen-
sors. They suggest that he dig ditches.

The merger of Keith-Albee and Or-
pheum, which has been admitted many
times by various officials of both compan-
ies, is now admitted again by Maurice
Goodman, general counsel for the Keith-
Albee interests. Only this time Goodman
goes farther and gives out a lot of the de-
tails.

$10,000,000 Preferred Stock

The merged organization is to be known
as the Keith-Albee-Orpheum corporation,
with E. F. Albee, president. Marcus Hei-
man, now president of the Orpheum Cir-
cuit, will be executive vice president.

Capitalization of the new corporation
will consist of $10,000,000 of 7 per cent
preferred stock and 2,000,000 shares of
common stock, of which 1,119,170 shares
will be presently oustanding. Lehman
Brothers, bankers, who are financing the
new enterprise, shortly will offer the pre-
ferred stock to the public.

Can Seat Million Daily

The Keith-Albee interests own or con-
trol more than 300 theatres in the East,
and the Orpheum circuit and the Western
Vaudeville Managers Association, a subsid-
iary, has nearly 200 theatres in the West.
Theatres controlled by the new corpora-
tion, which will be the largest vaudeville
chain under single management in the
world, have a daily seating capacity in ex-
cess of 1,050,0000 persons.

Through its consolidation of interests,
the new company will be able to create
one centralized booking office to book the
numerous theatres owned, controlled and
affiliated with it, instead of through two
separate organizations' as heretofore. The

existing branch vaudeville booking ex-
changes, operated in Boston, Chicago and
Los Angeles, will be continued and the
representation in foreign countries will be
increased.

See Sharper Competition
For Picture Theatres

(Special to the Herald)

ALBANY, Dec. 13.— The Keith-Albee
and Orpheum deal is of intense interest to
exhibitors in the larger cities of New York
State, for it may mean sharper competi-
tion from the vaudeville houses. And
everyone knows the competition is keen
enough now. In Albany, for instance,
Proctor’s vaudeville theatre, which is in-
cluded in the proposed combine, already
offers five acts of vaudeville and excellent
motion pictures, for 40 cents up to 6 p. m.,
and a slight increase after that hour. In
Schenectady and Troy, the Proctor houses
are direct competitors with the first run
picture theatres. It is quite possible that
the costly presentation acts will be resumed
at the Mark Strand in Albany.

Keith-Albee Buys
Site at Worcester

(Special to the Herald)

BOSTON, Dec. 13.— Following its an-
nounced plan of entering into competition
with the Poli theatres as soon as the title
to the Poli circuit chances hands, about
January 1, Keith-Albee offices here an-
nounce the purchase of the Rice building
and other adjoining parcels of realty in
Worcester, Mass., on which a modern the-
atre seating 3,600 will be erected.

Amendments for Repeal of Admission
Tax Will Be Brought Before Congress

(Special to the Herald)

WASHINGTON, Dec. IS. — Amendments proposing the repeal of the ad-
missions tax, the exemption on which was raised to $1 by the ways and
means committee, will come up for consideration in the house this week
during discussion of the revenue bill as reported from the house ways and
means committee.

Admission taxes totaling $17 ,068,035.46 were collected on boxoffice ticket
sales during the Sscal year ended June SO, 1927 it is shown by the annual
report of the Bureau of Internal Revenue. Collections in New York state
totaled $6,405,228.30; Illinois contributed $1 ,890,796.63 ; while Pennsylvania
was third in amount with $1,521,802-82.

26

EXHIBITORS HERALD

December 17, 1927

NEW HAMPSHIRE theatre history is replete with instances of showmanship. Here are (left to right) M. H. Randall of
the Alumni Hall at Haverhill ; E. F. Shaughnessy, Park, Lebanon; Postmaster Bean, oldtime organizer and worker in the
New England M. P. T. O. activities, who has turned over the management of the Pastime at Franklin to his wife, Mrs.
Mary Bean; W. V. Buckley of the Colonial at Laconia; C. K. Conner, a graduate pupil of the Paramount school, who is
making good as manager of the Star at Concord; Reuben S. Moore, who owns the Bradford at Bradford, and H. V. Daley,
who operates the Magnet at Claremont. (Photos by H. E. N.)

South Favors Old Star Names
Rather Than New Faces

But Newcomers Are Buildirig Up Host of Admirers, Says Manager,
Bob Blair of Texas at San Antonio
This is another in a series of “ Herald ” articles on exhibitor evaluation
of the draiving power of ‘'star names ” as against “new faces.”

(Special to the Herald)

SAN ANTONIO, Dec. 13. — Past experiences with theatre operators in
Dallas, Houston and San Antonio tend to make one believe that the
“star is the thing,” and not the picture. Except in possibly rare in-
stances where theatre records have been set, it was a star’s picture that did
it — not the author’s picture. Theatre managers all over the South are well
aware of the fact that an immense amount of popularity has been attracted
to many of the older stars through publicity.

C UCH stars as Colleen Moore, Dix,
Gilbert, Chaney, Sills, Mix and Marion
Davies are real box-office attractions in the
South, and no matter what the title or plot
of their picture may be their product is
reasonably certain to draw.

No Stickler for Precedent
The South is no strickler for precedent —
neither is it oldfashioned or behind the rest
of the country in modernisms — but it seems
that Southern theatre patrons, and espe-
cially Texans, appreciate the recognized
ability of the old heads in the game and
admire their art to such an extent that
their box-office success is practically assured
the moment their names appear on the
marquee. It is very rarely one finds in
Texas an established theatre that does not
do good business, and keep out of the red,
on a popular star’s product.

On the other hand, Bob Blair, manager
of the Texas in San Antonio, is of the
opinion that the young star and the new
comer has the chance and ability to build up
as great a number of admirers as the old
stars. He cites the instances of Clara Bow,
Buddy Rogers, Dick Arlen, Charles Farrell,
Janet Gaynor, James Hall, Gary Cooper,
Esther Ralston, Fred Thomson and many
other “youngsters” in the field.

Call Story Less Important
Blair says that within the very short time
of a year and a half Clara Bow has suc-
ceeded in becoming the South’s greatest
feminine drawing card. Nor did she jump
overnight into the spotlight of popularity
as have Farrel, Janet Gaynor and others'.
It remains to be seen, however, how long
these young players will retain their present
popularity. Youth on the screen, most
Texas managers will agree, is essential.

The story naturally means a lot to the
box-office, but at this time when there are
so many originals on the market with less
and less attempt of the producers to pic-
turize current novels until they firmly
establish their position, the star’s name

naturally means more than a heretofore un-
known title, the managers say.

James Owen Cherry, manager of the
Metropolitan in Houston, and Floyd Smith,
manager of the Kirby in the same city,
agree that although there are a number of
young stars in the field today with great
drawing power the majority of real money
taken in at the B. O. represents selling
effort put behind an old favorite’s picture.
“Old favorites,” though, does not neces-
sarily mean stars who sprung up with the
industry and have kept going ever since or
are making a come back; that terminology
classifies those who for a period of two or
three years have stood at the head of the
list as stellar attractions.

“The Star’s the Thing”

In the four leading theatrical cities of
Texas, Dallas, Houston, San Antonio and
Ft. Worth, the general rule is that the
“star’s the thing” — and even though the
stars experience occasional “flops” they
maintain a standard of entertainment that
qualifies them to hold their positions of
leadership.

New faces are always welcomed — experi-
mentation on the screen is wanted; as in
other lines — but these players must estab-
lish themselves by hard work and expressed
qualifications as being able to fulfill every
requisite of their position. One might say
that the South wants quality and not a
quantity of “new ideas.”

Town Turns Deaf Ear
to Sunday Show Petition

(Special to the Herald)

LOUISVILLE, N. Y„ Dec. 13.— Al-
though signed by a large number of voters,
a petition for Sunday motion pictures here
was turned down flat last week by the
village board of trustees. The fight against
Sunday pictures enlisted several of the
church organizations.

Byron Morgan in 2d
Place on B. O. Ticker

(Special to the Herald)

HOLLYWOOD , Dec. 13. —
Credit for "Rookies," M-G-M pic-
ture which stood in second place
on the Box Office Ticker last
week, was inadvertently given to
A. P. Younger. Byron Morgan
gets screen credit and billing
credit for the scenario and de-
served second place among the list
of SO writers printed in the last
issue of “ The Studio."

Morgan is author of a number
of box office successes which
stand high on the "Ticker." They
include : "One Minute to Play,”
"The Fair Co-Ed," "The Palm
Beach Girl” and "California
Straight Ahead.” Younger is the
scenarist of three pictures which
also stand very high on the list.

Eastern M.P.T.O. Begin
Plans for Dinner Dance

(Special to the Herald)

PHILADELPHIA, Dec. 13.— The M. P.
T. O. of eastern Pennsylvania, southern
New Jersey and Delaware will hold a
dinner dance soon after the first of the
year. Jack Rosenthal of Equity Theatres,
Inc., has been appointed chairman of the
committee on arrangements.

Temperature, Receipts
Hit Zero in Des Moines

(Special to the Herald)

DES MOINES, Dec. 13. — A forty-mile
wind, sub-zero temperatures, blinding
snow and disrupted transportation facilities
played havoc with business for a two-day
period in Des Moines theatres last week
when the worst blizzard in years knocked
the bottom out of the box office receipts
throughout the city.

E. S. Olsmith Promoted

(Special to the Herald)

KANSAS CITY, Dec. 13.— Edward S.
Olsmith has succeeded C. W. Allen as
branch manager of the Pathe exchange
here, Allen being transferred to the Okla-
homa branch.

“U” Houses Have New Auditing Plan

NEW YORK. — Universal house managers
throughout the country become more fully re-
sponsible for theatre operation with the inaugura-
tion of a central auditing system developed by
H. I.. Robinson, general auditor for Universal
Chain Theatrical Enterprises, Inc.

December 17, 1927

EXHIBITORS HERALD

27

EXPERT EXHIBITORS make the business prosper in New Hampshire. Among them are J. A. Griffin of the Opera House
at Gorham; O. D. Stone, manager of Fred Sharby’s Scenic at Keene; M. E. Partridge, who has spent fifteen years running
the Monadnock at Winchester ; A. C. Chadwick of the Coniston at Newport; R. E. Henderson of the Henderson theatre at
Woodsville ; M. A. Lynch, Bay View Pavilion, Alton Bay, and W. J. Nichols, owner of the Gem at Peterboro. (Photos
by H. E. N.)

Internal Politics Hurt Industry

Personnel Turnover Held
Too Rapid for Stability

Only Two of Roster of F. /. L. M. Club of St. Louis
Hold Positions of Six Years Ago

(Special to the Herald)

ST. LOL IS, Dec. 13. — Recently the Missouri, Kansas & Texas Rail-
road held a celebration out at Parsons, Kan., at which gold veteran buttons
were distributed to workers who have been on the payrolls of the Katy
System for 25 years or more. This honor was conferred on 987 employes
and the total of their services was 32,154 years. Eleven of the men had
been on the job for forty or more years.

Rapid Turnover in Film Personnel

In marked contrast to this stability of employment in the railroad busi-
ness is the history of the motion pictures industry in St. Louis. Of course,
the industry is a baby compared to railroading, since it was only in 1906
that John Karzin opened his World’s Dream theatre, the first house in
this city devoted exclusively to the showing of motion pictures. P>ut the
youth of the industry should not account entirely for the frequent shifting
around of workers in the picture business in St. Louis, especially the dis-
tribution part.

Cohen Demands
Congress Act in
Paramount Case

( Washington Bureau of the Herald )

WASHINGTON, Dec. 13.— Failure of
Paramount to comply with the July 9 order
of the Federal Trade Commission was last
week carried to Congress when prominent
members of the House received a letter
from Sydney S. Cohen, president of the
Board of Trade and Commerce of the Mo-
tion Picture Industry, urging that steps be
taken to insure the immediate compliance
of the company with the provisions of the
commission’s order.

“It is our chief concern,” wrote Cohen,
“that there shall be such steps taken in the
immediate future that this organization —
Paramount-Famous Players-Lasky — • may
no longer be permitted to proceed in defiant
disregard of an edict handed down by the
Federal Trade Commission of the United
States. Cease and desist is a command
which is not subject to two interpretations.
Paramount has been ordered to cease and
desist, which means stop instantly. They
have not done so, and show no signs of
intending to do so unless forced to ; there-
fore, it is our insistance that they be com-
pelled to carry out this mandate to stop
instantly their building program in districts
which are already adequately theatred, and
where they have ample representation.”

Women Want Quiz on
Thompson Censor Rule

A women’s organization in Chicago has
demanded that Mayor Thompson and the
City Council give a public hearing on the
proposed change which would take censor-
ship of motion pictures out of the police
department and place it under the jurisdic-
tion of a special commission.

Thomsons Adopt Boy

(Special to the Herald)

HOLLYWOOD, Dec. 13.— Fred Thom-
son and Mrs. Thomson (Frances' Marion,
scenario writer) have adopted a baby boy,
and will bring him up with their son.

Cuban Company Moves

(Special to the Herald)

HAVANA, CUBA, Dec. 13.— The Cuban
American Film Company has moved its
offices here to the America Arias (Troca-
dero) No. 9.

Just a few months ago George E. Mc-
Kean, Fox manager in St. Louis, was pro-
moted to a higher position and still later
to the post of personal representative for
James Grainger in the territory west of the
Mississippi river. McKean had been mana-
ger of the St. Louis Fox office for ten
years, thereby breaking all St. Louis film
distribution records of length of emplcv-
ment with the same firm.

Only Two Hold Jobs of 6 Years Ago
In this connection the writer came across
an official roster of the F. I. L. M. Club
of St. Louis as of September 1, 1921. The
members of that organization were Sidney
Baker, D. E. Boswell, E. H. Brient,

They’ll Smell Nice if
Film Invention Works

(Special to the Herald)

LOS ANGELES, Dec. 13.— If
the invention of Leonardo G. Pad-
allini works, and the Fox studio
decides to buy it, motion picture
patrons will soon be judging films
by their “odors”!

Padallini’s outfit would be
like a piano, but instead of a sym-
phony of music, there would be a
symphony of smells.

Just try and imagine how some
of the “ locations ” you have seen
would smell!

P. E. K. Collins, Joseph Desberger, F. J.
Fegan, S. J. Hankin, Frank Harris, C.
Densmore Hill, Floyd Lewis, Thomas
Leonard, George McKean, R. J. McManus,
Florence Patke, E. P. Pickier, Barney
Rosenthal, T. A. Steinson, Jack Weil,
Charles Werner and Sam Werner.

Hankin, Leonard, Rosenthal, Weil and
Sam Werner are Still directing motion pic-
ture exchanges in St. Louis but Leonard
and Werner are the only ones who are in
the same positions they had on Sept. 1,
1921, just a little more than six years ago.
Leonard and Werner own independent ex-
changes.

Terrific Turnover Shown

Passing down from the manager’s desk
the terrific turnover in the film industry is
even more startling. So far as the writer
knows there is not one motion picture
salesman, booker, clerk, inspector, poster
department worker, stenographer or jani-
tor who is holding down the same position
as ten years ago.

All of which, they say on Film Row,
sort of proves the charge frequently made
that the film industry suffers more from
personal politics than any other big busi-
ness in America.

Nazimova Collapses

(Special to the Herald)

NEW YORK, Dec. 13.— Alla Nazimova
has suffered a nervous breakdown from
overwork, and has been forced to cancel
stage appearances here this week.

28

EXHIBITORS HERALD

December 17, 1927

Entire Showing of “Love” to Go
on Air from Embassy Dec. 20

Station WPAP Announcer Will Broadcast M-G-M Production as It Is
Screened to Special Audience

(Special to the Herald)

NEW YORK, Dec. 13. — Broadcasting of an entire showing of “Love,”
M-G-M production starring John Gilbert and Greta Garbo, will be
undertaken Tuesday, December 20, at a special performance at 11 :30
p.m. from the Embassy theatre, marking a new departure in the use of the
radio as a motion picture publicity medium.

TED HUSING c/f WPAP will do the
broadcasting, before an audience of
radio critics, newspaper reviewers and
motion picture notables, and with regular
orchestral accompaniment for the picture.

Husing, who will go on the scene of
action “cold,” that is, without having seen
the photoplay, will describe in detail the
action of each scene as it is unfolded on
the screen. Personal messages from John
Gilbert, Greta Garbo and Edmund Goulding,
director of the film, will be read.

Stenography Contest Planned

A nationwide stenography speed contest
has been arranged in connection with the
event. Husing, who established a reputa-
tion for rapid-fire announcing during the
recent football season, expects to unburden
himself of more than 15,000 words (or
about 170 words a minute) during the un-
reeling of the picture, and prizes of $100,
$50 and $25 have been announced as re-
wards for those sending in the most
accurate transcription of his remarks. In
addition, each person sending in any com-
ment on the evening’s program will receive
a still from the film signed by John Gilbert
and Greta Garbo.

“Love,” which had its world premiere
November 29, will be released for feature
showings in 35 key cities shortly before
Christmas.

Station WPAP, which has its studio in
Loew’s State building and broadcasts from
Palisades Park, N. J., operates on a wave
length of 394.5 meters, or 760 kilocycles.

Nine Theatres in
Pennsylvania and
New Jersey Open

l Special to the Herald)

Nine theatres with a seating capacity of
almost 12,000 were opened in Eastern
Pennsylvania and Southern New Jersey
during the last two weeks in November,
establishing a record for theatre openings
in this territory for a like period. They
were the New Colonial, Phoenixville ; New
Cameo, Allentown; Capitol, Pottsville;
Clementon, Clementon ; New Park, Lehig’.i-
ton ; Wynne, Wynnefield; Princess, Pearl
and Cadet, Philadelphia.

Equity/ Theatres, Inc., has leased the new
Earle theatre in Allentown, Pa., and will

open it soon. . . . Contracts for the con-
struction of the new Tennessee theatre at
Knoxville, Tenn., at a cost of approxi-
mately $1,000,000, has been awarded and
work will start within a week. . . . Frank

M. Boucher has been appointed manager of
the Shenandoah Valley Theatres, Inc., thea-
tres in Staunton, Va. . . . Tebbett’s Oriental
theatre at Portland, Ore., will open Decem-
ber 26, and on December 8 the 760-seat
theatre of I. Geller was opened.

Complete remodeling of the Grand Opera
house at Cincinnati and changing of the
name to Erlanger-Grand is planned as soon
as the present season closes. . . . The Ritz
theatre, suburban house of Kansas City,
was purchased last week by Oscar Litwin
from H. C. Baltis for $32,000. . . . James
Roach resigned last week as general man-
ager of the Farley theatres in Schenectady,

N. Y., and was succeeded by Guy Graves.

R. Siegal of Pine Bluff, Ark., has had

plans prepared for a new theatre to be
erected in Monticello, Ark.

“H ealthiest Sign Y et”
Says Vatican Editorial
on Mayer Cleanup Plea

(Special to the Herald)

ROME, Dec. 13. — -“This is the healthiest
sign yet evidenced in the American cinema
world,” says the semi-official organ of the
Vatican, the Osservatore Romano, in com-
menting on the declaration of Louis B.
Mayer, president of M-G-M, who urged
a moral cleanup of the motion picture be-
fore the Federal Trade Commission.

Alfred Green Suffers
Eye Infection on Trip

(Special to the Herald)

LOS ANGELES, Dec. 13. — Alfred Green,
Fox director, is threatened with serious
trouble as a result of an eye infection
contracted last week on his location trip
to Alabama. Work on “Honor System”
has been delayed indefinitely.

W. A . Finney Promoted

W. A. Finney has been appointed division
manager for Loew’s theatre in the Western
Division, with headquarters in the Penn
theatre, Pittsburgh, Pa., it was announced
today.

Maria Corda, (right), and Margaret Et-
tinger pause a moment for the Her-
ald photographer to get a snap of
them as they changed trains in Chi-
cago on their way to New York for
the opening of “ Helen of Troy,” the
First National picture in which Miss
Corda is starred as Helen.

M. P. T. O. of Ohio
Protests Sale of
Film for Home Use

(Special to the Herald)

COLUMBUS, O., Dec. 13.— P. J. Wood,
business manager of the Ohio M. P. T. O.,
has sent a vigorous protest in behalf of
the Ohio organization to Paramount
against this company’s plan to sell motion
picture film for home use.

“A campaign of this nature will not only
reduce theatre attendance in theatres
owned by independent exhibitors but will
eventually affect the attendance at thea-
tres owned and controlled by your company
and other producer-distributors,” read
Wood’s letter, in part.

Keith-Orpheum Merger
Nearing Consummation;
Financing Details Given

( Continued from page 23)
to tieup, and only the most dignified can
pass the eagle eye of the managing editor,
it makes a thorough job of it.

Managers Consistent Advertisers

Altogether, the space given to motion
pictures and the theatres has increased
steadily throughout the past ten years, and
the spirit of co-operation has grown
appreciably. Let it be said for Atlanta thea-
tre managers that they are among the larg-
est and most consistent newspaper adver-
tisers to be found anywhere, and that they
have more than merited the generous dis-
position of the newspapers.

The Tuesday editions of the Constitu-
tion and the Journal each carry signed re-
views of every first-run show in the city,
various reporters being assigned to the
task. The Georgian, knowing the following
that Woodruff enjoys, confines its expres-
sion in the matter of reviews entirely to
Woodruff’s column. And he actually sees
every major first-run pictures that shows
in Atlanta to get firsthand information
for all his writings.

U-A Basketball Team Resigns
NEW YORK. — The United Artists basketball
team have resigned from the Motion Picture
basketball league, and has joined the N. Y. In-
dustrial league.

William P. Gray Dies in California;

Body Is Sent to Lewiston, Maine

(Special to the Herald)

LEWISTON, ME., Dec. 13.— The body of William P. Gray, bead of the
Gray circuit of theatres in New England, is being sent here from Beverly
Hills. Cal., for interment. Mr. Gray died in Beverly Hills last Friday as a
result of a recent operation.

He was 48 years old and had been in the amusement business since he was
23. He was president and treasurer of the Maine Theatre Corporation, the
New Hampshire Theatre Corporation, and manager of Olympia Theatres,
Inc., the latter being the New England group owned by Paramount interests.

December 17, 1927

EXHIBITORS HERALD

29

Theatre Bombed in Chicago
Suburb; Vandals Raid House

Lone Bandit Holds Up Pair at Peoples Theatre in Portland,
Ore. — Trio Smashes Projectors at Grand
Riviera in Detroit

Bombers invaded the Parthenon in Berwyn, Chicago suburb, Monday after-
noon, wrecked the dressing rooms and stage fixtures, and caused damage vari-
ously estimated up to $10,000. The bomb is believed to have been brought into
the theatre in a trunk shortly before the explosion. The theatre is owned by
the firm of Gregory and Bernasek, and officials of the company denied having
any labor troubles and could give no reason for the bombing. The State thea-
tre at Hammond, Ind., and owned by the Gregory interests and managed by
William Kleihege under a lease held by Lubliner and Trinz, was totally
wrecked last month by a bomb.

Robbers and Vandals Raid Four

Robbers and vandals perpetrated four raids upon motion picture theatres
and theatre personnel in the past week in different parts of the country.

Patrons Leave in Order
As Fire Damages House

( Special to the Herald )

OTTAWA, Dec. 13.— The brav-
ery and judgment of Charles Har-
rison, manager; Harold Cardo,
operator; Robert Anderson, usher,
and other employes prevented dis-
order in the O’Brien theatre, Ren-
frew, Ont., when fire was discov-
ered in the building by Anderson
while a capacity audience was en-
joying the performance.

The fire was discovered in the
offices under the balcony occupied
by M. J. O’Brien, owner. Ander-
son notified Manager Harrison,
who sent in an alarm to the fire
department and then instructed
Cardo to continue screening the
picture. When smoke started to
pour into the theatre Harrison had
the fire exits thrown open and re-
quested the patrons to leave quiet-
ly, which they did. Because of the
crowd outside, Harrison directed
the patrons to the fire escapes.

By quick work the firemen con-
fined the flames to the offices, the
damage being about $1,000.

Another British Film
Firm Is Formed with
Olcott as Producer

(Special to the Herald)

LONDON, Dec. 13.— (By Mail)— New
British film companies are growing up
like the proverbial mushroom patch. It
has just been announced that Edgar Wal-
lace, the prolific writer of thrillers, many
of which have recently been adapted to the
stage with overwhelming success, is to
become chairman of the British Lion
Film Corporation, which is to make a
public issue of £210,000.

S. W. Smith of Napoleon Films, Ltd.,
becomes the managing director of the
new company which will automatically
absorb Napoleon interests. Studios are
to be acquired at Beaconsfield and the
chief producer will be Sidney Olcott.

Paramount Sales for
First Three Months of
’28 Dedicated to Lashy

(Special to the Herald)

NEW YORK, Dec. 13.— As a tribute to
the quality of product that Jesse L. Lasky
has turned out this season, the sales of
January, February, and March, will be
dedicated to him.

The following is a schedule for the product
to be released during the first three months of
1928: “Beau Sabreur’’ Jan. 7, “Love and Learn”
Jan. 14, “The Pioneer Scout” Jan. 21, “The
Last Command” Jan. 21, “Gentlemen Prefer
Blondes” Jan. 28, “Peaks of Destiny” Jan. 28,
“Under the Tonto Rim” Feb. 4, “The traveling
Salesman” Feb. 11, “Doomsday” Feb. 18, “Tillie’s
Punctured Romance” Feb. 18, “Honky Tonk”
Feb. 25, “Old Ironsides” March 1, “Speedy”
March 3, “Red Hair” March 3, “The Legion of
the Condemned” March 10, “Partners in Crime”
March 17, “The Beauty Doctor” March 24, “Ad-
venture Mad” March 31.

Great Success Abroad
for uThe King of Kings”

( Special to the Herald)

NEW YORK, Dec. 13. — The foreign
roadshow showings of “The King of
Kings” which have played in Paris, Ber-
lin, Prague, and Budapest are having
very successful runs abroad.

“The King of Kings” will have pre-
mieres soon in Brussels, Stockholm,
Warsaw and Copenhagen.

Outstanding were a lone bandit’s holding
up of the woman cashier of the Peoples
theatre at Portland, Ore., and the smashing
of projectors and damaging of other thea-
tre property at the Grand Riviera in De-
troit.

Other robberies were reported from Big
Springs, Texas, and St. Louis.

Trio Gags Watchman;

Ruins Machines, Curtains

(Special to the Herald)

DETROIT, Dec. 13. — Three vandals in-
vaded the Grand Riviera theatre after hold-
ing up the watchman, Paul Schultz. Bind-
ing and gagging Schultz, the trio proceeded
to wreck the projectors, slash curtains with
knives and scatter an offensive liquid about
the interior. These depredations marked
the fourth time in little more than a month
that local theatre buildings have been dam-
aged through acts of violence.

The theatre, a 2,500 seat picture and
presentation house, is operated by the
Munz Theatrical Enterprises, of which
Charles W. Munz is president. Munz said
there had been no difficulties at the theatre
and the damage has been covered with in-
surance.

Schultz told policemen he was called to
the door of the theatre at 6:25 a. m. by
someone knocking. Questioning the callers,
he said a voice responded, “Is that you,
Paul? We’re here to work.” Schultz
opened the door and one of the gang thrust
a gun into his side. They bound and
gagged him.

Shortly after the marauders left,
Schultz managed to roll over to the door
and attract the attention of several taxicab
drivers.

Police captured two suspects whose
names thus far have been withheld.

Bandit Holds Up Pair
But Misses Big Loot

(Special to the Herald)

PORTLAND, ORE., Dec. 13.— The Peo-
ples theatre here, one of the West Coast
Theatres chain, was held up Wednesday
night and $150 was taken from the box
office at the closing hour.

As Grover Handley and Miss Grace
Coomer, cashier, were counting up the re-
mainder of the day’s receipts a lone robber
held them up and seized the money, over-
looking, however, the receipts for the day,
amounting to several thousand dollars.

The house is on a side street in the
business district, and at the time of the
robbery practically all lights in front had
been extinguished.

Get $600, Escape

(Special to the Herald)

BIG SPRINGS, TEXAS, Dec. 13.— The
R. & R. theatre here was robbed of about
$600 in money. The thieves made their es-
cape, leaving no clue.

Fires Five Shots at Burglar

(Special to the Herald)

ST. LOUIS, Dec. 13. — Dave Silverman,
leader of the orchestra at the Ambassador
theatre, fired five shots at a burglar he
found on the porch of his home. All missed
the intruder and he escaped.

Films Stolen 6:15 P.M.;
Gets Others by 7 P.M ,

(Special to the Herald)

KANSAS CITY, Dec. 13. — Louis Kopn-
los, who owns three theatres in Kansas
City, had to do some quick thinking and
moving the other evening at 6:15 when his
car, containing all his films for that night,
was stolen. To the exchanges he rushed and
found that other prints: of his schedule
were available. Later in the evening his
car was recovered and it was found that
the films had not been molested.

Avoid Shows or Get Out,
School Warns Students

(Special to the Herald)

WASHINGTON, Dec. 13.— Stay out of
motion picture theatres or leave school, is
the ultimatum of the Washington Mission-
ery College, Seventh Day Adventist, to its
pupils. Use of tobacco in any form will
bring the same punishment.

Sacramento Passes Lau) Against Smoking
in Theatres Following $250,000 Fire Loss

(Special to the Herald)

SACRAMENTO, Dec. 13. — Smoking in theatres is now against the law
here, following an ordinance passed by the city council. Passing of the
ordinance was partly a result of the destruction by Ere of the State theatre
with a loss of $250,000, and caused by a patron’s cigaret. A short time before
this the new National theatre at Marysville, Cal., suffered a damage of
$50,000 from a Ere believed to have been ignited by a discarded cigaret.

30

EXHIBITORS HERALD

December 17, 1927

First National Plans $500,000
Improvements at Burbank

Additional Stages. Miniature Sets , Trick Photography Department and
New Executive Offices Are Planned
By RAY MURRAY

HOLLYWOOD, Dec. 13. — First National plans an extensive building
program which will involve an expenditure of $500,000, according
to an announcement of Clifford B. Hawley, president, given out just
before his departure for New York last Tuesday. Additional stages, minia-
ture sets and a trick photography department, as well as new executive
offices, are included in the list of structures to be erected at Burbank
within the next three months.

“The banking firms interested in First
National and the franchise holders of the
company,” Mr. Hawley said, “have never
been more optimistic over the future.”

Mr. Hawley has been in Hollywood for
the past three weeks. He was accompanied
East by Richard A. Rowland, vice presi-
dent and general manager of the company,
and Charles R. Rogers, First National pro-
ducer.

* * *

Other Executives Go East

Other film executives who returned East
on the Santa Fe’s “Chief” last Tuesday
were Adolph Zukor, Sidney R. Kent, Sam
Katz and William Fraser, general manager
of Harold Lloyd Company.

* * *

Charles Lament, Educational pictures di-
rector and wife, Estelle Bradley, have just
returned from a brief vacation at Grand
Canyon, Ariz. This was Lamont’s first
trip on a railroad in eight years, or since
he came to California to enter pictures.
He has just finished his eighth picture for
Educational this year.

* * *

Lewis J. Penn, 30, who has per-
formed many daring feats on his
motorcycle in the past four years in
Christie comedies, was instantly killed
while passing a motor truck on Ven-
tura boulevard. North Hollyivood, last
Monday. He attempted to pass the
truck on the right side, slipped and
fell beneath the wheels.

5}: =k

A1 Rogell, having completed “The Shep-
herd of the Hills” for Charles R. Rogers,
has embarked on a Ken Maynard produc-
tion, “Children of the Sun,” and is using
sets on the Tec-Art lot.

* * *

Application has been made to the State
Corporation Commission by Globe Trot-
ters Comedies, Inc., for permission to dis-
pose of all its $100,000 capital stock. The
company plans to produce comedies, with
Jean De Briac as head of the concern.

5}: 5}C 5}:

C. Gardner Sullivan, former supervisor
of production of De Mille studios, has

“Tempest” Film Becomes
Parade of Directors

(Special to the Herald)

HOLLYWOOD, Dec. 13.— John
Barrymore’s picture "Tempest”
should have a supplemental title
"Or, the Parade of the Directors.”
The picture was originally slated
for Frank Lloyd. He left it flat,
then Slav Tourjansky took hold.
Lewis Milestone was added as an-
other director and for a while
everything went along smoothly.
Now Tourjansky is out and Sam
Taylor and Lewis Milestone are
finishing the picture.

signed with Lhiited Artists. Sullivan will
be assistant to John Considine, who is in
full charge of all production, and also as-
sociate producer. Ted Reed, the Detroit
boy, discovered by Douglas Fairbanks, will
also be an associate producer and assist-
ant to Considine at U. A.

* * *

Considerable excitement was stirred
up on the “Midnight Madness” set at
DeMille Studios last Wednesday, when
a lion used in the picture became
frightened and started milling around
the caged-in set, where Director E.
Harmon Weight and the star, Jacque-
line Logan were working. The lion
chased a colored actor to the top of
the building where he remained until
the animal’s keeper arrived and locked
him up.

H= * *

George Sidney, who delineates Jewish
characters hereabouts since leaving the
stage, has been in such demand of late
that he hardly gets time to eat and sleep.
Just now he is supposed to be appearing
in two pictures, “Cloaks and Suits” at
M-G-M, and “We Americans'” at Univer-
sal, having contracted with both companies.
Sam Wood got him first, however, and as
soon as “Cloaks” is finished he will start
on “We Americans.”

% s}: 5j<

Horton Carries Off Honors
Howard Everett Horton carried off the
honors last week on the Writers Club play
bill. He had the principal role in “A Cup
of Tea,” a delightful little sketch by Flor-
ence Ryerson. Mabel Julienne Scott also
scored in her role in “The Little General,”
with Maurice Murphy and Hal Crane.
“The Melancholy Dame,” the first story of
colored folk ever to be presented at the
Writers, drew a good hand. “E. and
O. E.,” an English comedy drama, com-
pleted the bill.

* 5}C 5j«

It was like “carrying coals to Newcas-
tle” for Harry K. Thaw to bring a couple
of pretty girls, with screen aspirations, to
Hollywood last week. The girls are Anita
Rivers, 17, of Astoria, N. Y., and Susan
Hughes, of Lexington, Ky. Thaw says
they have appeared in three pictures for
the Kenilworth Productions, which he
sponsored.

5{S 5{J *

Lancaster Assists Mayer

Louis B. Mayer, vice president and pro-
ducing head of Metro-Goldwyn-Mayer
studios, has a new assistant. He is John
Lancaster, widely known as a manager for
film stars. Lancaster is now reorganizing
the casting, department, following the res-
ignation of Cliff Robertson last week.

* * *

Joseph W. Engel, wellknown film execu-
tive, has assumed charge of the business
and production department of Caddo pro-
ductions, now making “Hell’s Angels” at
Metropolitan studios for United Artists.

Yes, Sir, Fight Films Are
“Wicked”, Say Busybodies

(Special to the Herald)

KANSAS CITY, Dec. 13.— Many
a laugh is being directed at the
State Board of Censorship. The
three women who compose the
board have absolute power over
the showing of pictures in Kansas,
Judge Charles A. Miller of the
Wyandotte County district court,
ruled last week. Hence, the Tun-
ney-Dempsey fight film, branded
by the board as "tending to the
vicious,” will not be shown in
Kansas. The film has been shown
at many theatres in Kansas City,
Mo., and at many cities in Okla-
homa and Missouri.

"No court has the power to sub-
stitute its judgment for the judg-
ment of the censor board, no mat-
ter how erroneously the judgment
of the board may be,” said Judge
Miller.

C . B. Stiff Is Named
District Manager for
Texas Central Division

(Special to the Herald)

HOUSTON, Dec. 13.— C. B. Stiff, city
manager for Publix, has been promoted to
district manager for the central division
and will have charge of Galveston, Waco,
Austin, Dallas, San Antonio, Fort Worth
and Houston offices in addition to the sev-
eral smaller towns and cities. Charles Pin-
cus of New Haven, Conn., former West
Coast representative, will succeed Mr. Stiff
at Houston.

The new Texas at Grand Prairie, has been
opened by Mr. and Mrs. Walker. W. H. Wil-
liams will erect a new 1,400 seat theatre at Mid-
land, in the near future. A new 1,400 seat the-
atre will be erected at Big Springs soon. The
Signal, at Baird, is being remodeled and refur-
nished. The Savoy, at Prague, has been leased by
Frank Simpson of Sherman. Hal Norfleet, for-
merly with Universal and Fox production depart-
ments, has been appointed head of the publicity
department of R. & R. theatre enterprises. F. G.
Lockley will erect a new theatre at Junction to
be named the Leroy. The Arkansas Amusement
Co. has turned over their Ozark theatre at Fay-
etteville, Ark., to W. F. Sonneman, who also
operates the Palace at Fayetteville. L. M. Rauch
has started construction on his new $100,000 the-
atre building located at 18th and Claussen Ave.,
Oklahoma City. The building is expected to be
completed by March 1st. A. H. Ememhiser will
be manager.

17 Churchmen Sign Plea
to Stop Sunday Pictures

(Special to the Herald)

MONTREAL, Dec. 13. — Sunday motion
picture performances are severely con-
demned in a pastoral letter addressed to
the Roman Catholic clergy and others
throughout Quebec and Eastern Ontario
and just issued.

The letter is signed by seventeen arch-
bishops and bishops and calls upon all
Reman Catholics to avail themselves of
all lawful means to banish Sunday shows.

Writers Renew Contracts

( Special to the Herald)

HOLLYWOOD, Dec. 13.— Paramount
announces that Louis D. Lighton, editor-
in-chief, and Percy Heath, original story
writer, have renewed their contracts, and
that Florence Ryerson, continuity writer,
has been given a new contract.

Leonard, Pathe Manager, Is Daddy

ALBANY. — Amos Leonard, sales manager of
the Pathe exchange is the father of a son born
on December 8. His other child, a daughter was
born on December 7 a year ago.

December 17, 1927 EXHIBITORS HERALD 31

Film News

PICTORIAL SECTION

Stories Told

in

Pictures

of Exhibitors Herald

Issue of December 1 7

by

the Camera

They say Dorothy Dwan wears a
cocoa ermine coat in Tim Mc-
Coy’s “Riders of the Dark,” for
M-G-M. We hadn’t noticed the
coat.

Lia Toro (right) brings the beauty of Brazil
to the Fox studio. Lois Moran greeting her,
is in “Sharp Shooters” with George O’Brien.
Miss Toro has just signed a contract to appear
in Fox productions.

When the corn is in the fodder
and the hay is in the mow. Eve
Southern is in Tiffany-Stahl’s
“Wild Geese,” which Roxy
played.

The Pathe-Bray expedition is safe at Camp Pearson,
Painted Desert, Ariz. These saw the voyagers off, includ-
ing Governor and Mrs. George H. Dern of Utah and daugh-
ter Dorothy; E. C. La Rue; Staff Sergeant Herrick, and
Leigh Smith, assistant director of “Menace.”

Mary Brian is a “good Injun” too, so some in Paramount’s
“Under the Tonto Rim” presented the leading woman with
souvenirs. They gave their names as Princesses White
Bird, Echo and Glynepia Howken and Chiefs Mad Wolf,
Running Deer and Red Cloud.

32

EXHIBITORS HERALD

December 17, 1927

Dolores Wasson of Educa-
tional never has done a
day’s work as an extra.

Below: Then she took up
golf. Ruth Taylor of Para-
mount and Walter Goringe.

Middle right: Anthony

Fokker, air plane designer,
greets Emil Jannings, in
Paramount’s “The Last
Command.” With them
are Mrs. Fokker and Major
L. C. Moseley.

Jacques Feyder, French di-
rector, has signed to make
First National’s “Therese
Raquin” at the company’s
Continental studios.

Marion Davies, M-G-M’s
flapper deluxe, will make
“The Patsy” soon.

Left: A tete-a-tete? Olive
Borden, Antonio Moreno in
Fox’s “Come to My House.”

Margaret Livingston has a
smashing role in Tiffany-
Stahl’s “Streets of Shang-
hai.”

Bottom left: Robert De-
Lacy and Tom Tyler, direc-
tor and star of F B O, see
Edwin Carewe on location.

Marriage didn’t keep Leila
Hyams from the screen.
She’s in Warners’ “The
City of Sin,” now in pro-
duction.

December 17, 1927

EXHIBITORS HERALD

33

George Duryea will be the
male lead in Pathe-De-
Mille’s “The Godless Girl.”

Below: Wheezer is the lat-
est “Our Gang” find for
Hal Roach’s M-G-M comedy
series.

F. Harmon Weight studies
“What the Picture Did for
Me.” He’s directing
Jacqueline Logan in Pathe-
DeMille’s “Midnight Mad-
ness,” started November 28.
Picture right middle.

Ted Schlanger is now Uni-
versal’s short subject and
complete service contract
manager. He was “gradu-
ated” from a Chicago post.

Gwen Lee of M-G-M is fully
recovered after an opera-
tion and starts work soon.

Left: Admiral Luke Mc-

Namee and Mrs. McNamee
visit Colleen Moore and
Larry Kent of F-N.

The pony of Buzz Barton,
F B O, has his own sedan.

Bottom left: “Keep your
head down,” says Norman
Taurog, Educational direc-
tor, then holds Lloyd Ham-
ilton’s up.

D’you know this sheriff?
He’s Chester Conklin, in
Paramount’s “The Side
Show,” with W. C. Fields.
He didn’t rob a walrus.

34

EXHIBITORS HERALD

December 17, 1927

Magnificent Settings Feature
“Helen of Troy” Premiere

A. M. P. A. Bulletin Comes Back to Life — with Dave Bader as Editor
— Rowland Will Remain with First National
By JOHN S. SPARGO

NEW YORK, Dec. 13. — Richard A. Rowland “presented” another
special to Broadway at the Globe theatre last Friday night, the
same being “The Private Life of Helen of Troy.” A more than
usually dressy audience turned out for the opening, which, Allah be praised,
was put on without the usual accompanying glare of sunlight arcs and the
cranking of cameras. The more than usually dressy audience angle is
accounted for to some extent by the fact that the picture was supposed to
have been made from a book by Prof. John Erskine, of Columbia, and the
professor and many of his friends were in attendance.

‘ (THE PRIVATE LIFE OF HELEN
OF TROY” is a burleque, a satire, a
comedy or something. Whatever that
something is, it cost a world of money to
make. Probably nothing ever presented on
the screen, other than some of the biggest
of big spectacles, has shown such massive
magnificence in the way of settings, or big-
ger mobs of people.

Big Bankroll Evidence

Alexander Korda did the directing and
he was undoubtedly given an enormous
bankroll and allowed to go to it. It is
apparent that he went to it, and it is pretty
near a safe bet that he didn’t turn back any
of the bankroll. Maybe he came back for
more.

The production is good, bad or indiffer-
ent, just as you happen to view it, or ac-
cording to the mood you happen to be in.
The story doesn’t seem to mean much,
there is little or no chance for any display
of histrionic talent in spite of several well-
known clever actors in the cast.

During the showing many hearty laughs
were evoked by the titles, which are of the
“wise cracking” sort. These, placed against
the background of life in the time of Helen
of Troy, at times are very funny, in spite of
the fact that there is nothing new in them
except their use in this way.

Settings Are Beautiful

“The Private Life of Helen of Troy” will
likely give entertainment to a lot of people.
It will also be shown to a lot of people
whose risibilities will be greatly excited. If
the whole thing needs any redeeming from
verging on the tiresome, it is redeemed by
the beautiful settings and the titles. Fol-
lowing is the cast.

Helen, Maria Corda; Menelaos, Lewis
Stone; Paris, Richardo Cortez; Eteoneus,
George Fawcett; Adraste, Alice White;
Telemachus, Gordon Elliott; Ulysses Tom
O’Brien; Achilles, Bert Sprotte; Ajax,
Mario Carillo ; Malapokitoratoreadetos,
Charles Puffy; Hector, George Kotsonaros;
Aeneas, Constantine Romanoff ; Sarpedon,
Emilio Borgato; Aphrodite, Alice Adair;
Athena, Helen Fairweather; Hera, Virginia
Thomas.

^ ^

A. M. P. A. Bulletin Returns

After lying dormy for more than a year,
the A. M. P. A. Bulletin has again made its
appearance, which is but another indication
that President Bruce Gallup is determined
to bring the oldest organization in the film
business out of its state of lethargy and
make it something more than just a lunch-
eon club.

Another smart move of Gallup’s was to
make Dave Bader the editor of the publica-
tion. When Dave does anything he does it
right, and the snappy appearance does credit
even to a livewire like Bader.

Incidentally Bader, or someone, has
doped out the following, several of the
lines showing some of the old pep which

characterized the A. M. P. A. before its
near demise :

Editors * Notice: If some of the better
slogans of the industrial world were used by-
motion picture advertisers , our conception
of their use would be something like the
following :

“When better pictures are made Ivan
Abramson will make them.”

“Have you a little Dempsey-Tunney fight
picture in your house?”

“I’d walk a mile for a Stern Brothers
Comedy honest I would I”

“The film you love to touch— Eric Von
Stroheim’s.”

“Publix presentations are built for sleep.”

“Pictures for the picture houses . . .
eventually, why not now?”

“Gotham pictures come from contented
studios.”

“ ‘Mumsey— hasn’t scratched yet.”

“Time to Retire Go to the Roxy.”

“Makes every meal an event the Ampa

Meetings.”

“Regular as clock-work — our guests.”

“Oh yes, yes, yes-^— His Master’s Voice! ’

“Delicious and refreshing Fox’s Ads.”

“Work while you sleep— the dramatic
editors' blue pencils.”

* * *

The thought projects itself that Paul
Sweinhart, to whom this story belongs,
might be mistaken in making his characters
two Broadway actors. It sounds like it be-
longs in the pictures. Tudge for yourself:

Two actors in Broadway shows who are
very jealous of each other , met at the Astor ,
Monday. They exchanged frigid nods.

**How are you getting along ** asked one
presently.

**Pretty well” replied the other. **Still
keeping alive.**

The first man eyed his rival steadily for
a second and then asked , casually .

**What*s your motive?**

* *

In spite of all the rumors you have heard
and will hear, take all bets that Dick Row-
land will not be leaving First National in

Fire Chief Praises
Exchanges at Atlanta

( Special to the Herald)

ATLANTA, Dec. 13.— In a brief
talk before the Atlanta Film Board
of Trade at the regular meeting
of that body on Monday, Decem-
ber 5, Chief Cody, head of the At-
lanta Fire Department, commend-
ed the local film exchanges very
highly for their hearty co-opera-
tion which they always give his
department. Chief Cody stated
that no group in the city gave
more uniform and willing co-oper-
ation than the Atlanta film ex-
changes.

The purpose of his visit was to
discuss with the board some
amendments to the present city
fire ordinance which are being
contemplated to eliminate the pos-
sibility of nitrate him getting into
the hands of irresponsible persons.

Mrs. Charles Beauregard has two
healthy sons to take care of, but that
does not prevent her from helping
Charles run the Town Hall at Marl-
boro, N. H. (Photo by H. E. N.)

the spring or in the fall, both seasons being
the popular ones with the rumor mongers
as the time of the Rowland exit.

Rowland has all the money he needs, or
will likely ever need, and there was a time
in the not far distant past when he had
ideas of quitting work and spending a year
or two in traveling and loafing.

However, since the advent of Clifford
B. Hawley as president of First National,
things are different and Rowland now has
no plans for anything beyond remaining
where he is for at least another year after
his present contract expires, which it does
next fall. And after that there will be
another contract.

* *

Shuler Leases Offices

George Kent Shuler, president of Motion
Pictures Publications, Inc., announces that
he has signed a ten year lease, involving a
total rental of nearly $200,000 with the
Paramount Broadway Corporation. After
December 19, the editorial and business of-
fices of Motion Picture Magazine and Mo-
tion Picture Classic will be located on the
thirteen floor of the Paramount Building,
43rd Street and Broadway.

* * *

Pathe announces the last three weeks of
the very satisfactory engagement of Cecil
B. DeMille’s “King of Kings” at the Gaiety.
This unusual photoplay, which has achieved
one of the longest runs on Broaway, would
have reached its five hundredth consecutive
performance on Christmas day, which had
been announced as the end of the run. In-
stead, it will leave the Gaiety December 18
to make room for Pathe-De Mille’s “Chi-
cago.”

^ ij: ^

Because of the lack of sufficient size of
the Rialto stage, Samuel Goldwyn has been
compelled to book Gilda Gray and her new-
est picture, “The Devil Dancers,” into the
Rivoli instead of the Rialto. It was found
that the presentation of the elaborate pro-
logue that is a part of Miss Gray’s personal
appearance in conjunction with the picture
could not possibly be mounted on the shal-
low Rialto stage.

Ambrose Small Theatre
Razed 8 Years After He
Disappeared in Canada

(Special to the Herald)

TORONTO, Dec. 13. — Ambrose Small,
proprietor of the Grand theatre and also
head of a large Ontario circuit, disap-
peared mysteriously December 2, eight
years ago, just after leaving the theatre
in Toronto.

On the anniversary of his disappear-
ance, workmen started the demolishing
of the Grand to make room for Toron-
to’s new group of skyscrapers, which
will range from 27 to 40 stories.

December 17, 1927

EXHIBITORS HERALD

35

United Front Declared Vital
ToWard off Bluenose Attack

Bigots Well Organized, Flury Warns — Darrow Brands Them
as Band of Ignoramuses — Association Protests
Gag Move at Clementon, N. J.

(Special to the Herald)

WASHINGTON, Dec. 13. — A united front to oppose the bluenoses is
vital in order to defeat the machinations of the radicals both at the national
capital and at every state capital in the Union, Professor Henry Flury
warns in the Haldeman-Jrdius Monthly. Professor Flury is chairman of
the speakers’ bureau of the National Association Opposed to Blue Laws.

Darrow Attacks Blue Law Fanatics

At the same time Clarence Darrow, chief counsel for the association,
gave the fanatics a verbal lashing in a letter read at an anti-blue law
conference at the Raleigh hotel Sunday. Darrow wrote that “It is hard
to understand that in this day and age of the world such a band of
ignoramuses could influence the legislation of a great country.”

A. S. Eastman (right) owns the Masonic
Hall theatre at Conway, N. H. His
righthand man (pun, no extra charge)
is H. E. Van Wart, orchestra leader.
(Photo by H. E. N.)

Sales Reorganization
Is Completed by U-A;
New Managers Picked

(Special to the Herald)

NEW YORK, Dec. 13.— Completion of
the sales organization requirement of
United Artists, by which more responsi-
bility will be placed upon divisional head-
quarters, has just been announced by A1
Lichtman, sales head.

Boston is headquarters for District No. 1
of the Eastern Division, with H. E. Lotz
as manager and Saul Resnick as special
representative. New York is headquarters
for District No. 2, with J. Von Tilzer as
manager and Moe Streimer and George
Moeser as special representatives.

Washington is headquarters for District
No. 3. W. G. Carmichael is manager and
Carlos E. Moore and C. E. Peppiatt are
special representatives. For the present,
the Western Division remains with the
same lineup.

Joseph P. Kennedy Tells
F B O Ideals over WPCH

( Special to the Herald)

NEW YORK, Dec. 13. — “I view the
photoplay from the standpoint of the lay-
man,” said Joseph P. Kennedy, president of
F B 0 in a talk over station WPCH last
week, “and my own company is dedicated
heart and soul to the cause of good clean
pictures .... the sort that you and I may
send or take our children to see. In dedi-
cating our efforts to the motion picture I
feel that we are performing a very worth-
while public service.”

Lois Wilson to Do Five
Pictures lor Columbia

(Special to the Herald)

NEW YORK, Dec. 13. — Lois Wilson,
whose first appearance for Columbia was
in “Alias the Lone Wolf,” has been signed
for five other productions for this com-
pany.

Other leading players under contract to
appear in a series of films for Columbia
are Ben Turpin, Jack Holt, Hobart Bos-
worth, Claire Windsor, Shirley Mason and
Dorothy Revier.

Five Companies Entered
in Basketball Tourney

( Special to the Herald)

NEW YORK, Dec. 13.— Fox Films,
Paramount, Pathe, M-G-M, and Consoli-
dated Films are the five companies entered
in this year’s motion picture basketball
league schedule, the opening games of
which will be played at the Savage School
of Physical Training next Thursday night.
A dance will be held after the games.

The association at present is conduct-
ing a fight against radicals at Clementon,
N. J., where the latter redoubled their
efforts to make the blue laws bluer when
a new $200,000 theatre recently opened.
Miss Frances Anne Flury is leading the
protest against bigotry at Clementon.

Well Organized, Is Warning
“The bigots are well organized,” wrote
Professor Flury, whose article is par-
ticularly timely with the reopening of
Congress and the expected reintroduc-
tion of a bill to restrict Sunday shows
in the District of Columbia. “In that
very fact is to be found this new menace
— the ‘Blue Menace’ that under the guise
of protecting the public welfare and
morals is resurrecting ancient blue laws.”

Dig Up Archaic Statutes
“Where it is not possible to find archaic
and forgotten statutes to put the popu-
lation in an ecclesiastical straightjacket,
the Bigotry Lobby works strenuously to
get new legislation of that character
passed. It is as if the scientific age
had never been ushered in, so far as the
‘bluenoses’ are concerned.

“The ‘Blue Menace’ is a kind of virus
that gets into the blood of some hitherto
disregarded dominie or hick legislator
who grew up in the bushes away from
all commercial, educational and other
civilizing influences, and causes him to
suddenly throw himself into a frenzy of
ministerial presumptuousness and egotism
which he takes for religious inspiration.”

Women of Des Moines
Organize Film Council
for Film Betterment

(Special to the Herald)

DES MOINES, Dec. 13.— The Des
Moines Film Council has recently been
organized here, and is composed of mem-
bers of the 14 affiliated women’s clubs in
the city. The slogan adopted for the
council is, “Entertainment without de-
moralization, education without prejudice.”

The abject as stated in a report of the
organization is, “to maintain for Des
Moines a standard of decency for pictures
shown on the screen.” Cooperation from
the local theatre managers has already been
given, according to the president, Mrs.
George Tones.

Film Building Ready for
Occupancy in February

( Special to the Herald)

NEW YORK, Dec. 13.— Interior work
is now practically finished on the new Film
Building at 44th and 322 West 45th streets,
here, and the building will be ready for
occupancy the first of February. It is
10 stories high and includes ample facili-
ties for the picture trade. It is already
40 per cent rented, according to Lee Ochs,
agent.

Atlanta Branch of F B O
Holds “Open House” Day

(Special to the Herald)

ATLANTA, Dec. 13. — Film Row was a
scene of gay festivity last Monday when
the local branch of F B O held “open
house” in celebration of its move into new
quarters. Refreshments were served dur-
ing the day and evening, while dancing
and friendly chats were enjoyed. Prac-
tically the entire Film Row called at the
new offices and several out-of-town exhib-
itors came to the city especially to attend.

“U” Names Van Praag
Western Sales Head

( Special to the Herald)

NEW YORK, Dec. 13. — M. Van Praag,
general manager of Universal’s New York
exchange, has been transferred to the place
of Western sales director. Maurice Joseph
of New Haven will take Van Praag’s
position in New York, following transfer
of Henry M. Herbel to Chicago as gen-
eral manager of the Chicago office.

Actor Dies Three Minutes After Drinking
Coffee; Three Women Are Seriously III

(Special to the Herald)

LOS ANGELES, Dec. 13.~The death of one man, George D. Bailey, a
him actor, and the serious illness of three women of his family after drinking
coffee obtained from the same can, today caused the police to order an
autopsy on the man’s body and a chemical analysis of the remaining coffee.

Bailey died a few minutes after drinking the coffee in his home Saturday.
Sunday the women drank coffee and became violently ill.

36

EXHIBITORS HERALD

December 17, 1927

Is Comedy Product Inferior?
Eastern Exhibitors Ask

Managers in Upper New York State Turn to Scenics, but Lack of
Care in Booking Comedies Is Admitted

(Special to the Herald)

\ LBANY, Dec. 13. — More than one theatre owner in the cities of
L\ Albany, Troy and Schenectady, N. Y., is protesting these days
■L A. against the type of comedies necessarily being shown. In fact,
comedies apparently are slipping in these three cities and it may not be
many months hence before they are taken from the program of some of
the theatres, and replaced by scenics, travelogues and other similar types
of entertainment, according to comment of exhibitors.

IN fact, the Mark Strand, now resuming
the Vitaphone, has apparently seen fit to
eliminate comedies from its weekly pro-
gram and use the Vitaphone selections in-
stead, believing these to be better enter-
tainment. Exhibitors admit that it is a hard
matter to conceive and produce a good
comedy, but at the same time, they say,
they are heartily sick of some of the stuff
that is being fostered upon them these days
in the name of a comedy, which frequently
does not bring so much as a single snicker
during its showing.

Tells Comedy by Silence
“Has the feature gone on yet?” inquired
a patron of the Leland theatre in Albany,
one night last week, as he met the house
manager standing in the lobby.

Without taking the trouble to consult his
watch, the manager listened for a moment,
and then remarked :

“No, the comedy is still on.”

“How do you know ?’ inquired the patron.
“Because of the silence inside,” replied
the manager. Then he proceeded to tell
about the comedy that had been booked.
Care in Booking Neglected
It must be admitted that the exhibitors
perhaps do not pay sufficient attention to
what they are booking in the way of come-
dies. As a rule, at the Albany exchanges,
an exhibitor asks that some comedy be in-
cluded for the coming week.

The howl over this year’s comedies is not
confined by any means to Albany, but is
just as prevalent among the exhibitors of
Troy and Schenectady, and other places.
As a rule, managers are supplanting come-
dies with scenics and travelogues.

Far East Motion Picture
T rade Commissioner Is
Suggested to Congress

( Washington Bureau of the Herald)

WASHINGTON, Dec. 13.— Expansion
of the foreign service of the motion pic-
ture division of the Department of Com-
merce so as to provide a film trade com-
missioner in the Far East was asked of
the house subcommittee in charge of the
department’s appropriation bill last week
by Burt New, representative of the Motion
Picture Producers and Distributors of
America.

Paying tribute to the excellent work
done by the present trade commissioner in
Europe, George Canty New declared that
a situation has arisen in the Far East very
similar to the conditions in Europe which
led a year ago to the provision for the
European trade commissioner. The Far
East, he pointed out, has become a most
important market for American films, and
has great possibilities for the future.

“The motion picture has a special need
for export markets beyond that of any
other American industry, because well over
30 per cent of its total gross revenues
come from abroad,” said Mr. New. “The
manner in which the position of American
pictures in the Orient is being threatened

and the proved value to the industry of
the commodity service given to it in Eu-
rope, argue the necessity of a motion pic-
ture trade commissioner in the Far East.”

The Latest
Bookings

COLUMBIA: The Hippodrome, Baltimore:

“The College Hero,” “Stage Kisses,” and “The
Opening Night.” W. C. Quinby Enterprises, Fort
Wayne: “Alias the Lone Wolf,” “Wandering

Girls,” “The Clown,” and “The Romantic Age.”

GOTHAM PRODUCTIONS: Orpheum Circuit:

TTIFFAKY-STAm, : Roxy theatre: “Wild Geese.”
Mosque theatre, Newark, N. J. : “Night Life.” Bran-
ford theatre, Newark, N. J. : “Women’s Wares.”

FBO.: Pantages theatre. Fort Worth: “The
Moon of Israel.”

UNITED ARTISTS: United Artists have esti-
mated that more than 300 theatres will play
“The Dove” during the week of January 21. The
Loew and Publix circuits have already booked the
picture.

WARNER BROS.: By the first of January “The
Jazz Singer” will have opened in eight big cities.
On December 24, the picture will open at the
Criterion in Los Angeles, in Detroit at the Madison,
the Globe in Kansas City and at the Grand Cen-
tral in St. Louis. On December 30, it will open
at the Garden in Milwaukee, at the Blue Mouse
in Seattle, the Blue Mouse in Tacoma and the
Blue Mouse in Portland. Five new theatres opened
in New England recently with Warner pictures.
They are : the New Park theatre, Lawnton, “The
College Widow;” “The Norwood,” Norwood, “The
Better ’Ole;” the Porter theatre. North Cam-
bridge, “When a Man Loves;” the Strand theatre,
Montpelier, “Across the Pacific;” the Rialto, Woon-
socket, “The Girl from Chicago.”

Jugoslav M.P.T.O. Talk
Against Heavy Taxes

( Washington Bureau of the Herald)

WASHINGTON, Dec. 13. — Jugoslav mo-
tion picture owners held a congress re-
cently in Belgrade and protested
unanimously against the heavy state and
municipal taxes. They decided to threaten
the government with the closing of their
theatres if these taxes were not reduced.
It was further decided to send a delegation
of theatre owners to the ministers of
finance, interior, and public instruction, in
order to advise them of the whole motion
picture situation in Jugoslavia.

Famous-Canadian Sets
Operating Profit High

(Special to the Herald)

OTTAWA, Dec. 13. — -According to the
eighth annual report issued at Toronto re-
cently by J. P. Bickell, vice president of the
Famous-Players Canadian Corp., Ltd., the
operating profits of $1,191,877.66 were the
largest in the history of the company, the
comparative figure for the previous fiscal
year being $800, 581.61.

The number of theatres owned, operated
or controlled by Canadian Famous-Players
is 126, or an increase of 25 over the total
of one year ago.

Mr. and Mrs. Charles L. Beede operate
the Beedes theatre at Enfield, N. H.
(Photo by H. E. N.)

$1,000 for Best Idea
For Exploitation of
Lloyd9s “Speedy”

(Special to the Herald)

HOLLYWOOD, Dec. 13. — Fourteen cash
prizes, totaling $1,000, have been offered
by Harold Lloyd for the best ideas on
the most practical, inexpensive and suc-
cessful methods by which his production
“Speedy” may be exploited.

The contest is open to exhibitors, thea-
tre managers, and theatre advertising and
publicity men, and will close on Dec. 26.
The awards will be made as soon after
that time as possible.

Ideas, not lengthy descriptions, are what
is wanted. Do not send in suggestions
along the line of purchasing horse-cars to
park in front of your theatre.

Atlanta Board Calls
“Understanding” Meet

(Special to the Herald)

ATLANTA, Dec. 13.— The Atlanta Film
Board will sponsor a meeting of managers,
bookers and salesmen of all film exchanges
here Monday, December 19, at the Ansley
Hotel, at which time the various rules
made by the board will be discussed and
explained in detail for the purpose of af-
fording a better understanding of contracts
and agreements between exhibitor and dis-
tributor. A result of the meeting is ex-
pected to be a minimization of cases
brought before the board.

John Ezell, of Warner Bros., president
of the board, will preside at the meeting.
After the business session, a banquet will
be served. W. W. Anderson, of Pathe,
is chairman of the entertainment com-
mittee.

Tiffany-Stahl Effects
Sales Force Transfers

( Special to the Herald)

NEW YORK, Dec. 13. — The following
changes have been made in the Tiffany-
Stahl sales force : Allan Moritz, formerly
manager of the Detroit exchange, has been
transferred to the Pittsburgh office, Charles
Weiner has been shifted to manage the
Cincinnati exchange, James Beal succeeds
J. A. Gage as manager of the Portland
office, and Gage has been put in charge
at the Seattle office.

Amusement Tax Will

Be Further Reduced

(Special to the Herald)

OTTAWA, Dec. 13. — Premier G. How-
ard Ferguson of Ontario has intimated that
a further reduction in the amusement tax,
affecting tickets up to 50 per cent, will
be made by the Ontario Legislature when
the 1927 session is held in February.

December 17, 1927

EXHIBITORS HERALD

37

Newsreels Between Acts

Fond du Lac Hails
Garrick Policy

The newsreel-between-acts is now
an established and successful policy.
Credit for the achievement goes to
the Garrick theatre of the Fond du
Lac (Wis.) Theatre Company, of
which W. L. Ainsworth is president,
F. R. Smith vice-president and treas-
urer, and C. L. Normile secretary.

That the experiment at the Garrick,
which gives patrons three and one-half
hours of uninterrupted entertainment for
one admission price, is going to be a
“financial as well as an artistic success,”
as Ainsworth writes to this department
of the Herald, is assured by the fact that
business is growing every week. The re-
production of a bill elsewhere on this page
shows how complete a program is given.

Plan Commended by Press

It will be recalled that Ashton Stevens,
dramatic critic of the Chicago Herald-
Examiner, proposed last fall that newsreels
be used at “legits” to fill in the awkward
intermissions between scenes. Martin J.
Quigley, in an editorial article, approved
of the suggestion. Now, from the Garrick
at Fond du Lac, comes adoption of such
a plan, though on a broader scale.

An excellent testimonial to the success
of the undertaking is the unsolicited com-
mendation of the Garrick’s policy in an
issue of the newspaper at Berlin, Wis.,
40 miles from Fond du Lac. The article
in part reads :

“Many from this city motored to Fond
du Lac yesterday or evening to witness
the program at the new Garrick theatre
under management of W. L. Ainsworth,
formerly of this city.

Either Part Worth Admission

“It was a combination of motion pictures
and stock company production which was
high class in every particular and excep-
tionally pleasing. Either of the features,
‘Adam and Eva’, a comedy of present day
home life, or the picturization of Gene
Stratton Porter’s world famous novel, ‘The
Harvester’, was well worth the admission
price. A Pathe comedy, ‘Smith’s Surprise’,
and Aesop’s Fables were other entertaining
photoplays presented.

“ ‘How can the management afford
to give such a big bill for such a
small price?’ was the comment heard
generally upon the program. It lasted
from 2 until 5:30 and every minute
of the time was filled with quality en-
tertainment. Not a small part of the
bill is the music by Mrs. Ainsworth
at the fine Barton organ. She is a
genius and her playing is always de-
lightful.”

The same note of praise is struck by
a writer in the Fond du Lac Common-

wealth Reporter, who starts out this way:

“Throw away your complex and be en-
tertained in a new way. The Garrick
theatre’s contribution to blase theatregoers
is something new again. Pictures and a
finished stock production at each perform-
ance greeted patrons of the Sheboygan

Tarrick theatre

I Announcing New Policy

Starting :

j SUNDAY MATINEE, OCT. 23rd i

A Combination of

METROPOLITAN STOCK

and

SUPER PICTURE PRODUCTIONS

All On One Program At One Price of Admission

No Waits— Something Doing Every Minute

MATINEES EVENINGS

2:00 Feature Picture 7:15 Feature Picture

3:00 Stock Production 8:30 Stock Production

OPENING BILL FOR WEEK STARTING
SUNDAY MATINEE, OCT. 23 at 2:00

THE GARRICK STOCK CO.

Will Present The Very Latest
Broadway Hit

“THE PATSY”

A Comedy by Barry Conners, Author of
"Apple Sauce” and "Mad Honeymoon"
INTRODUCING OUR NEWLY
ORGANIZED STOCK COMPANY OF

YOUTH- BEAUTY-TALENT

i Heading By Our New Leading Lady

MISS HAZEL BAKER

A Talented Beauty with a National Reputation as the
I Most Pleasing Leading Lady Appearing

in Stock Today

—ON THE SCREEN AT 2:00 and 7:15 —

; WILLIAM FOX’S

BIG SPECIAL FEATURE

“ANKLES PREFERRED’’

! WITH

! MADGE BELLAMY

. ^ Between Act 1 and 2 — OUR GANG COMEDY

' ■ -» Between Act 2 and 3 — PATHE NEWS and FABLES

NO ADVANCE IN PRICES
Matinees— Wed., Sat., Sun. at 2:00— 35c
Evenings — at 7:15— 50c — 75c
Monday Nights the Usual 2 for 1

note

The Feature Picture Will Go On The Screen —

Matinees at 2:00 and the Stock Production at 3:00
EVENINGS — Feature Picture at 7:15. Stock Production at 8:30
If you are not interested in the Feature Picture — come for the Stock
only which will start at 3:00 and 8:30. The One Admission Price and
Reserved Seat Entitles you to Both.

ENTIRE PROGRAM CHANGED EVERY SUNDAY

MAKE YOUR PERMANENT RESERVATIONS
NOW AT THE BOX OFFICE

The Garrick at Fond du Lac, Wis., runs
the gamut of entertainment in one
show, as the above bill shows. Our
arrows point to the angle of particu-
lar interest — the use of newsreels and
other short product between acts of
the stage play.

Help B. O.

Business Grows
Every Week

street playhouse Sunday afternoon and eve-
ning, and to call the show a ‘wow’ is
putting it mildly.

“And well may Managers Smith and
Ainsworth wear broad (and handsome)
smiles, for the customers took to the new
policy like an elephant takes to peanuts.
They’re not kidding themselves either, for
the policy defies the H. C. L. ; gives you
two shows for the price of one on every-
day of the week and four-for-one on two-
for-one nights — not so bad.

“But there was even more than this
in the performance. A Pathe comedy,
‘Smith’s New Home’, gave you more
laughs and Aesop’s Fables handed you
another workout. Pathe news com-
pleted the program.”

But let us get down to the origin of the
policy, its problems and its working-out,
as explained by Ainsworth in his letter
to this department.

Follows Canvass of Patrons

“This combination program is the result
of a thorough canvass of our stock patrons
of last year, their comments and criti-
cisms,” he writes. “During the closing
weeks of last season, we gathered from
our customers, through personal contact
and correspondence, a mass of data which
gave us a very clear idea of what the
majority wanted.

“Here are a few of the criticisms which
aided us in formulating this plan of oper-
ation. ‘Your stock starts at 8:30, which
is pretty late for a show to start now-
adays.’ ‘We can go to other houses in
your city as early as 6:30’. Out of town
patrons who drive to the city for dinner
are usually through with their meal at 7
o’clock and when the question of enter-
tainment would come up we would hear
this, ‘We have to wait around until 8:30
to see a show at the Garrick, but we can
go to a vaudeville or movie show right
now’. Complaints like this gave us the
inspiration to run a feature picture before
the stock company. We now open our
theatre at 6:30, start our feature picture
at 7:15, bringing our stock on at 8:30 as
usual, but they can come in any time after
6:30.

“It has been interesting to note how
much earlier we fill up our theatre
with the policy. Also the difference
in our clientele. Heretofore, when we
ran stock only, our patrons would ar-
rive between 8:20 and 8:40 and it was
an older class of people. Now we get
both old and young, and on good
nights the house is practically filled
at 7:30.

“Regarding the short film subjects be-
tween acts, we know that in this present
day there are no waits during the program ;

( Continued on page 65)

38

EXHIBITORS HERALD

December 17, 1927

Exhibitors Herald Production

Directory

A Valuable Resume of Production Activities

fj Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

[ Number immediately following title denotes production number\

STORY DIRECTOR CHIEF BRAND DATE

PLAYERS NAME STARTING

Associated Studios

NO PRODUCTION

California Studio

“You Can’t Beat Chas. Hunt

All Star Trem Carr

Dec. 10

The Law”

Production

Chadwick Studio

“Comrades” (3) Cliff Wheeler

Helene Costello James Ormond

Dec. 1

Donald Keith Production

Gareth Hughes

Columbia Studio

“So This Is

Frank Capra

Viola Dana Perfect 30

Nov. 20

Love” (13)

Ralph Graves

Cecil B

. De Mille Studio

“Skyscraper”

Howard Higgin William Boyd Pathe

Nov. 28

(3-24)

“Blonde for a

E. M. Hopper

Marie Prevost Pathe

Nov. 14

Night” (3-36)
“His Contry”

William K.

Rudolph Schild- Pathe

Dee. 5

(3-25)

Howard

kraut

Louise Dresser

‘Midnight Mad-

F. Harmon

Jacqueline Pathe

Nov. 28

ness” (3-35)

Weight

Logan

F B 0 Studio

“The Devil’s

Leo Meehan

Belle Bennett Gold Bond

Nov. 28

Trademark”

(404)

Wm. V. Mong

“Bevond London Tom Terris

Lee Schumway Master Showman

Nov. 29

Lights” (405)

Jacqueline Special

Logan

“Bantam

Buzz Barton Western

Dee. 1

Cowboy” (406) Louis King

Dorothy Kitchen

“Skinner's Big

Lynn Shores

Bryant Gold Bond

Dec. 8

Idea” (16)

Washburn

First National Studio

'"The Chaser”

Harry Langdon First National

Sept. 14

“Ladies’ Night

Edw. Cline

Jack Mulhall First National

Oct. 24

in a Turkish

Dorothy

Bath”

Mackaill

“Say It Again”

Marshall Neilan Mary Astor

Nov. 23

Lloyd Hughes

“Mad Hour”

Jos. C. Boyle

Sally O’Neil First National

Dec. 5

Donald Reed
Alice White
Larry Kent

Fox Studio

“Lady Cris- Frank Borzage Janet Gaynor Sept. 25

tilinda” (8) Chas. Farrell

“A Girl in Ev- Howard Hawks Walter Pidgeon Nov. 5

ery Port” (6) Victor McLaglen

“Hello Siam” Gene Forde Tom Mix Western Nov. 21

(ID

“Sleet Wind”(9)Lambert Hillyer Dorothy Janis Nov. 17

Barry Norton

Metropolitan Studio

“The Yellow
Cameo”

Spencer

Bennett

Allene Ray

Patheserial

Dec. 5

“Speedy”

Ted Wilde

Harold Lloyd

Paramount

July 30

"Hell’s Angels’1

’ Luther Reed

Ben Lyon

Greta Nis6en
Louis Wolheim

Caddo Prod.

Nov. 7

Untitled

Richard Thorpe Buffalo Bill. Jr. Action Pictures,

Dec. 5

Inc.

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

Metro-Goldwyn-Mayer Studio

“The Cossacks”
(343)

George Hill

Gilbert-Adoree

Oct.

25

“Rose Marie”
(325)

Edmund

Goulding

Crawford-

Murray

Oct.

26

“Cloaks &
Suits” (348)

Sam Wood

Shearer-Forbes

Oct.

31

“The Smart
Set” (350)

Jack Conway

William Haines

Nov.

12

“Riders of the
Dark” (351)

Nick Grinde

Tim McCoy

Nov.

29

“Circus

Ed Sedgwick

Karl Dane-

Nov.

29

Rookies” (349) William K.

Arthur

Paramount Famous Lasky Corporation

“Abie’s Irish
Rose” (683)

Victor Fleming Chas. Rogers
Jean Hersholt
Nancy Carroll

Paramount

Nov. 5

“Traveling

Salesman”

(685)

Mai St. Clair Richard Dix

Paramount

Nov. 7

“Dooms Day”
(688)

Rowland V. Lee Florence Vidor

Paramount

Nov. 15

“Honky-Tonk”

(672)

Victor Geo. Bancroft

Schertzinger

Paramount

Nov. 26

“Feel My
Pulse” (687)

Gregory LaCava Bebe Daniels

Paramount

Nov. 25

Tec- Art Studio

“Bare Knees”
(6)

Erie C. Kenton Virginia Lee
Corbin

Forest Stanley
Johnny Walker

Gotham

Dec. 10

“Children of

A1 Rogell Ken Maynard

First National

Nov. 22

the Sun”

Tiffany-Stahl Studio

“Tragedy of King Baggott Patsy R. Miller Tiffany-Stahl Nov. 30

Youth” (7) Victor Varconi Production

Buster Collier

Universal Pictures Corporation

“Home James”

Wm. Beaudine

Laura LaPlante Jewel

Nov. 30

(4833)

“Freedom of

George Melford

Lewis Stone Jewel

Nov. 27

the Press”
(4827)

“Honeymoon

Millard Webb

Marceline Day

Malcolm

McGregor

George Lewis Jewel

Nov. 10

Flats” (4828)
‘Fallen Angels”

Ed. Laemle

Dorothy Gulliver

Norman Kerry Jewel

Dec. 7

(4837)

“Has Anyone

Willy Wyler

Pauline Stark

Bessie Love Jewel

Oct. 30

Seen Kelly?”

(4810)

“The Man Who Paul Leni

Mary Philbin Jewel

Oct. 1

“Laughs”

Conrad Veidt

(4535)

“Plunging

Henry MacRae

“Rex” Western

Dec. 5

Hoofs” (4838)

“Domestic

Warner

Ray Enright

Brothers Studio

Louise Fazenda

Nov. 14

Troubles”

“Tenderloin”

Michael Curtiz

Clyde Oook

Dolores Costello

Nov. 23

“City of Sin”

Archie Mayo

Conrad Nagel

Myrna Loy

Nov. 15

“Rinty of the

Ross Lederman

John Miljohn

Rin-Tin-Tin

Nov. 28

Desert”

Carroll Nye

Audry Ferris

United Artists Studio

“Tempest” S. Tourjanski John Barrymore John Barrymore Oct. 15

Prod.

December 17, 1927

EXHIBITORS HERALD

39

PRESENTATION ACTS

Good Will Show Proper For Xmas

STAGE SHOWS

Chicago Oriental

Week Ending December 11

This is Mark Fisher’s seventh week here and
the show this week is called the “Joy and Jazz
Jesters,” and opens with a snappy dance routine
executed by the Abbott Dancers. This is fol-
lowed with a band number, “What’ll You Do,”
with Paul Small singing the lyric and members
of the band joining in the chorus. It is a very
good number and receives a good hand.

The popular young lady, Ilomay Bailey, comes
out next to sing “Are You Happy,” and "I Can’t
Believe You’re in Love with Me,” and Mark
Fisher sings the latter with her. She gets a
fine hand, and the two sing the song again as
encore.

Then comes Cy Landry, who has been at the
Oriental any number of times, and is just as
popular. Cy has been doing this dance for some
time now and it is about time he got a new
number.

He is followed with a band number, “Every-
where You Go,” with Paul Small and Mark each
singing it. The audience likes it so well they
demand an encore and Mark obliges.

The big fat boy, Johnny Perkins, another old-
timer at the Oriental follows with a lot of his
foolish jokes and talk and then sings “Two Ton
Tessie,” and “After I’ve Called You Sweetheart. ”
He gets a wonderful applause and almost stops
the show.

The audience is next treated to some fancy
piano playing by Grace Doro, who plays “Red
Red Robin,” and as it would 'be played in a num-
ber of countries, including China. It is a novel
act and gets a fine hand.

The show ends with a beautiful dance presenta-
tion by the Abbott dancers on the elevated level.

Note: Advance reports state that Paul Ash

returns at his old stand on Christmas weeks.

Atlanta Howard

Week Ending December 10

Brimming with pep, “Syncopated Menu,” the
Howard’s presentation went over with flying
colors this week.

Florence Brady, petite musical comedy star,
was the featured headliner and received a hand
worthy of her two clever songs.

Bill Adams, billed “A Matter of Fun,” proved
his insignia and kept the menu going at top
speed. He brought the house down with laughs
on each appearance. Two clever debonair danc-
ers, Wallace and Cappo, were appreciated. Fritz
and Jean Hubert gave a laughable interpretation
of the result of the Volsted act. They were
unusually good “drunks.” Lorraine Tumler, so-
prano, and Allen Raymond, tenor, were well re-
ceived in their songs, individually and together.
. Especially attractive were the costumes and set-
tings of the program. Jazz of the first degree
was struck in the note of the stage atmosphere
pi ops. A1 Short and his Melody Boy's sat in the
suggested pit of a night cabaret club. In the
background and above head, as on a stage, were
the cm tains from behind which the performers
came. One scene in particular was well executed,
that showing in 6low motion a boat, on a lake,
beating Miss Tumler and Allen Raymond who
sang “A Night In June.”

A splendid chorus of eight girls gathered in
more applause than usual from an Atlanta audi-
ence for a chorus. Their costumes were nifty
and gay, as well as beautiful.

( Continued on page 40)

Chicago Supplies ’Em

Come on fellers! Join in — three guesses
as who is this good looking chap — who?
Nope! You’re all wrong — its AL MOREY,
a Chicago hoy who became popular as
leader of the Aragon Ballroom orchestra,
then led a stagehand here and now is
leading a bandshow for Publix at the new
Worth theatre, in Fort Worth, Texas. As
fast as Chicago supplies ’em, somebody else
grabs ’em.

Art Gets His Deer

Art Frasik, popular leader of the Tower
theatre orchestra, Chicago’s South Side
Orpheum Circuit house, is a great hunter
of deer. During his recent hunting trip an
experience happened that he related to
this reporter, which yours truly thought
worthy of mention. Art, who has been
hunting on the lower peninsula ef Michi-
gan about fourteen miles from Autrain,
has been going back each season to this
place for the last seven years. This year
his brother accompanied him. When in
the midst of a forest Art noticed that his
compass was off nine miles and both lost
sense of trail completely for two days.
Of course, this meant that for two days
and one night Art and his brother had to
give their feed bag a rest. As a reward
for this experience Art brought back with
him a 185 pound two year old deer. To
commemorate this experience a party was
given to theatre staff of the Tower last
week in which Art was honored. This
afhair took place at the Southmoor Hotel,
Chicago.

Basket Fund
Brings Cheer
To Needy

Help Spread the Holiday Spirit
by Staging a Christmas
Benefit Show

By A. RAYMOND GALLO

With the approaching holiday
season, have you given your Christ-
mas program any thought? If you
haven’t already prepared your enter-
tainment bill and you’re in doubts
as to what is the most logical for
this event, we would recommend
that you put on a “Good Will” show
for Christmas week. By this we
mean, that you can rig up your or-
chestra in costumes to display the
Christmas spirit and have your band
leader play the part of Santa Claus
in which the week’s entertainment
can be given not merely as a money
making scheme but to spread cheer
and good will in the neighborhood
as well as to bring joy to the kids
in the community.

You can go this plan one better if you
are willing to take a little interest in your
community by putting on a benefit per-
formance one or two nights before Christ-
mas eve in which the receipts will be
turned over to some reliable charitable or-
ganization in your town which can assure
you that the unfortunate ones and the
kiddies who are unable to have a Merry
Christmas will find useful gifts and enjoy-
ment through your wonderful work and
thoughtfulness. Hundreds of theatres . all
over the country make a habit of putting
on a benefit performance each year towards
a “Christmas Basket Fund” for the needy
ones. Perhaps you are one of them who
still gives this sort of service, at any rate
if you’re not on the list it would be a wise
thing to do -both from the standpoint of
showmanship and humanitarian deed. One
good thing about these beneft perform-
ances especially around Christmas is the
cheerful response you receive from your
performers or artists who can contribute
their services and talents to make some
needy soul happy during the year’s most
important holiday.

Merchants Will Co-operate

You can also receive quite a bit of co-
operation and assistance from your neigh-
borhood merchants when it comes to giving
away gifts to the children for Christmas.

40

EXHIBITORS HERALD

December 17, 1927

You may have to give them some little
credit line in your advertising to the effect
that they are contributing the presents, but
even in these instances they are not so par-
ticular about being advertised for in most
cases they really contribute it in true spirit
fashion and feel happy in being able to
help their neighbors. A Christmas show is
not necessarily a very expensive show to
put on for outside of a Christmas tree and
a few entertainers to help make things
merry on the stage, there is nothing else
that will involve a great deal of time and
expense.

Stock Replaces Films

The Palace Theatre, San Antonio, until recently
a picture and bandshow house, has announced this
week, through William Epstein, controlling man-
ager, that it will, starting Jan. 1, present one
of America’s foremost stock companies, "Gene
Lewis Players,” for a period of three months.
The Lewis players are extremely popular in Texas,
where they have played for a number of years in
Dallas and Houston, and should succeed in putting
the Palace over in great form, as a stock house.

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: I am
in search of song material for New Year’s Eve
program in our theatre and find an item in
the Exhibitors Herald, Dec. 3, 1927, "Sid says
about Songs” "Where Do They Go,” "What Do
They Do,” “From Saturday Night ’Till Monday
Morning,” by A1 Dubin and Alex Marr. Would
be glad to hear direct from the company handling
these subjects as to price and etc. Thanking you
for same — J. F. VAN TASELL, Proprietor,
Armory & Palace theatres, Clarinda, la.

PRESENTATION Acts— To the Editor: I am

enclosing a theatre program which has an article
I would appreciate having printed in your maga-
zine. I get very much enjoyment out of reading
the activities of the profession as written up by
your staff. For my Song Club next week which,
by the way, has been a regular feature for over
a year on Monday and Tuesday, I am using a
Memory Test in which the missing words of popu-
lar songs are supplied by the audience. Thank-
ing you for what you have done in the past,
I remain, sincerely your — RAMON BERRY, Or-
ganist, Alamo theatre, Chicago, 111.

NOW TOURING AS FEATURE ACT

ORPHEUM AND KEITH-ALBEE CIRCUITS

A GREAT SUCCESS IN COMBINATION THEATRES
Direction — EZ. KEOUGH Woods Theatre Bldg., Chicago

j°e BROWN and BAILEY Stan

“Two Boys in Blue”

A Deluxe Act for Deluxe Houses

Just Closed a Tour of PUBLIX
Now Playing Return Engagements
Direction — Arthur Spizzi and Phil Tyrrell

JESSE CRAWFORD

With MRS. CRAWFORD at the
STAGE CONSOLE

Paramount Theatre, New York

“At the Cross-Roads of the World”

STAGE SHOWS

( Continued, from page 39)

Boston Metropolitan

Week Ending December 9

Another John Murray Anderson production.
The First Annual Revue, was staged this week.
It is one of the best he has produced. The cast
is excellent, and the costumes gorgeous.

The orchestral prelude played by the Grand
Orchestra was accompanied by a Tiffany color
gem on the screen, and after this Arthur Martel
at the organ played a group of songs entitled
“All in Fun.”

The stage show opened with a song by Iris
Huth called “A Publix Holiday." She wore a
beautiful costume of pink, and a head drese of
pink ostrich feathers that was most striking.

Gene Rodemich, leader of the stage band, next
announced that Roy Cropper, former star of "The
Student Prince,” would sing “The Song Is Ended,”
but for some unknown reason he failed to ap-
pear. However, the orchestra played it for ue
just the same. While the music was playing
girls representing melodies came on stage and
sang for us. Their costumes were all pink, some
with changeable green shadows in them, and all
were strikingly beautiful and elaborate.

Sylvia and Clemence next gave us an original
tap step to the tune of the “Poet and Peasant
Overture.” They also were in pink costume, and
they certainly knew their steps. After them the
stage band played that popular favorite, “Blue
River.”

The Lime Trio put on a clever comedy act.
They brought along with them in a big box a
dummy, whom we didn’t know whether or not
to believe alive because they twisted him up in
such queer contortions, but just at the end he
surprised us and come to life in time to bow
for three encores.

Next, directly from the Empire theatre in
Parie came the Three Kemmys. They are posi-
tively the best gymnasts this stage has seen this
season. Their feats of strength were breath-
taking. Their act, particularly the stunt where
two of them balanced the third on their heads,
nearly brought down the house.

The "Runaway Four,” original comedians, were
next. Their songs, dances, and stunts got a good
laugh, as well as their funny costumes of tattered
dress suits.

Roy Cropper this time didn’t disappoint us and
really sang “A Shady Tree,” accompanied by the
entire company in more beautiful pink costumes,
with finale of singing and dancing.

Film was “The Gay Defender” with Richard
Dix.

Philadelphia Fox

Week Ending December 10

With an elaborate prologue based on the song
“Diane,” featuring Dorothy Githens and William
Tucker, preceding its showing, the super film
“Seventh Heaven,” which was exhibited at the
Fox-Locust several weeks ago, was shown at the
Fox theatre this week at popular prices. “Seventh
Heaven” was presented with full Movitone ac-
companiment and in addition there was a Movie-
tone news reel, but due to the length of the
feature film, there were no presentation acts.

Leonard Smith

Solo Organist

Phyllis Enright

Associate Organist

AT THE

“Playhouse of the World”

AVALON THEATRE

CHICAGO

UNIFORMS ATTACHES COSTUMES PRESENTATIONS BROOKS

December 17, 1927

EXHIBITORS HERALD

41

Chicago Sheridan

Week Ending December 11

Verne Buck and his band assisted by five
presentation acts, provided the entertainment for
patrons of the Sheridan this week.

Opening: After a good number by the or-

chestra the Kay Sisters came out doing a ballet
to “Gorgeous.”

Rick and Snyder were next singing “South-
land,” “A Shady Tree,” and “A Night in June.”

“There Must Be Somebody Else” was then
played by the orchestra, and this was followed
by Georgia Hall singing "I Am the Girl Who
Used to Be,” and “Swanne River,” given in a
minor key.

The Kay Sisters followed with some pleasing
toe and acrobatic dancing to “Hello Cutie” and
“A Night in June.”

“Among My Souvenirs” was a rather slow num-
ber by the orchestra, but the refrain was very
nicely sung by Verne Buck and Frank Wilson.
They were called for an encore.

The Dean Brothers next did some fast eccentric
and acrobatic soft 6hoe dancing that was well
received.

“Two Orphans of the Storm” was the manner
in which Buck introduced Shapiro and O’Malley.
These boys have been reported in these columns
before. They seemed to be the only bright spot
in the program.

For the finale the orchestra played "Annebelle
Lee” while all the acts came on, each doing a
turn.

Observation : There was something wrong with
the performance this reporter witnessed at the
Sheridan this week. With the exception of
Shapiro and O’Malley, the show just did not get
across.

St. Louis State

Week Ending December 9

Ted Weems and his orchestra, the jazz band
that opened the Loew’s State several years ago,
returned and won new admirers with their play-
ing of recent song hits and some old favorites.

The Breen Brothers, who danced in George
White’s “Scandals” ; Martha Martelle, a blues
singer, and Badger and Mueseler, two boys and
a piano, were also on the stage program of the
week.

The management also introduced for the first
time the Muny Opera Rockets, a bevy of twelve
beauties from the celebrated chorus of the world
famous St. Louis Municipal Opera. These females
will be a permanent feature of the theatre, and
judging by the applause, a popular one.

For his overture Kirk Frederick used a syn-
chronized group of American Indian airs, mostly
Cadman’s to accompany a techni-color film version
of "The Bridal of Pennacock” from the Whittier
poem.

In a tableau following the picture Grace Huddle,
soprano, sang.

Tommy Terry was at the organ and gave one
of his favorite organlogues.

Omaha Riviera

Week Ending December 8

The setting was the striking thing at the
Riviera last week. The curtain rose to show the
stage band canopied under serried hills, or buttes
— or were they camouflaged tents? At any rate,
the effect was striking. The canopies were hinged
at the sides and were opened ajar to reveal the
band under the baton of Jimmy Ellard.

Jazz a la Carte, was Jimmy’s offering this

week, and the presentation was a great deal
more attractive than the name. The members
of the troupe were good and inclined more toward
the classical than the jazzical.

Rosemary, soprano, charmed the audience with
her 6weet voice and well executed numbers. Her

turn was “all too short” says one critic and

another was intrigued with the pellucid clarity
of her notes. She was formerly with “Music

Box Revue” and “Tip Top.” Along jazzier lines,
Leonette sang several numbers.

AI and Ray Samuels were clever tap dancers
and Paul Howard danced and performed as if
he had no backbone. Both acts were high class.
Charles Rozella, comedy musician kept the audi-
ence in an uproar with his stuff. Saxophone,
piccolo or bassoon were handled with equal
facility.

The Broadway Trio and the male chorus from
“The Student Prince” sang entertainingly, and
the pit orchestra under Frederick Schmitt has
as a soloist for “Martha,” Joseph Beneditto,
Omaha tenor. Jimmy himself sang some num-
bers, all well received.

The feature film was “The Gay Defender.”

St. Louis Ambassador

Week Ending December 9

“Very Good Eddie” was the title of Ed Lowry’s
stage revue for the week. It brought back to
the Ambassador an old favorite. Myrtle Gordon,
the slimmer edition of Sophie Tucker. She had
a new collection of blue songs.

Others in the show were Giedorf Sisters, a
harmony trio ; Westlake and King, comedy danc-
ers, and Olive Johnson, singer. Lowry also
warbled a few notes.

Dave Silverman directed the orchestra in
"Musical Gems from Tschaikowsky,” a collection
of the more popular numbers of the Russian music
master.

Des Moines Capitol

Week Ending December 9

A veritable hodge-podge of entertainment with
a wide variety of appeal greeted Capitol devotees
during this week. Audiences were about evenly
divided as to whether they liked the combination
or not.

To begin with, Don Charno remained another
week to make listeners happy with his violin solo
and with the excellently directed band. Under
the title, “Moments Musical” Charno brought
favorites in modern songland for the aural pleas-
ure of the crowds. These included, “Dawning,"
"When Day Is Done,” and a cleverly executed
arrangement of “Hellelujah” from “Hit the Deck.”
The latter music was accompanied by smartly
appropriate gestures and little side antics from
the band members.

Instead of a regular Publix show there was a
motion picture stunt on the stage. “Romeo's
Romance” with local people in the east was
acted out in front of the audience, cameras crank-
ing and directors shouting in what purported to
be true Hollywood style. Lem Kennedy and his
staff put this over. The film is to be shown later.

Two great search lights swept the sky from the
front of the theatre and drew crowds nightly,
advertising the house and the home made movie.

Short subjects included Paramount News, all
too short, and a Felix film entitled, “Daze and
Knights.” The feature, “The Gorilla,” pleased
fairly well.

WHISTLING LOVE BIRDS

SOUTH SEA HAWAIIAN DANCE

NOVELLE BROS.

Pantomimist Artists

Can Play Any Role for Prologues in
High Class Picture Presentations
Direction — Wm. Morris Agency

P. S. MURRAY and ALAN were at the
CAPITOL last week, not CAL COOLIDGE*S
Capitol, but MAJOR BOWES ’ in NEW YORK 2=

WELLINGTON SISTERS

“The Song and Dance Debutantes”

Just the type of De Luxe Act to fit in any
High Class Presentation

Direction — William Morris Agency

CHARLES IRWIN

“Deluxe Master of Ceremonies”

For Deluxe Picture Theatres

Now Playing the Best Theatres
In the East

MARK FISHER

Still Carrying on the Good Work of
PAUL ASH with HIS GANG
at the ORIENTAL Theatre
CHICAGO

42

EXHIBITORS HERALD

December 17, 1927

Chicago Nor shore

Week Ending December 10

A1 Kvale’s stage show this week was called
“A Jazz Grabbag” and was an improvement over
last week’s show.

The show opened in a novel stage setting in which
the orchestra were playing inside a large bag as
A1 led them. Two large stairways leading to
the very top of the bag from which emerge girls
of many nations, last of all the American Girl
which A1 proclaims as his own. This was well
done and well received.

Orchestra next played “Is She My Girl Friend”
which Cloyd Griswold (assisted by all the boys)
sings very well.

A1 then announces the Jan ton Sisters, who
offer a well routined comedy-Bowery dance to good
applause. One girl then does a Black Bottom
finish of which the other does a tap dance, as
other assists for finish. The girls are good per-
formers and were well liked here.

A1 next announces Irving Berlin’s latest num-
ber, “The Song Is Ended, But the Memory Ling-
ers On,” which Rex Maupin, one of the band’s
trombonists arranged especially for this band. AI
gets a good hand as he picks his saxophone up
and plays a run chorus on it. Cloyd Griswold
then sings a chorus pleasingly to a good hand.
The arrangement was fine and received a good
hand.

The Gould Dancers in cute costume next do a
novel routine in which Al announces a little bet
between him and the girls that he can catch their
mistakes. This was called a Stop and Go num-
ber and provoked much laughter. The number
received a very good hand.

Baby Dorothy Johnson, a wonderful little girl
of six or seven, sings “Who, You” to Al, for

which she receives a fine hand.

Al next announces that Dorothy is the world’s
best saxophonist for her age and she surely is.
She plays “The Waltz Vanity” better than many
older musicians can and earns two encores of
“You Don’t Like It” and “Sam, the Accordian
Man.”

Bays and Speck, two blackface comedians, fol-
low with songs. Al gives them hush money so
they do a good eccentric soft shoe dance, then
they do a dialogue in which they tell some good
stories. This team was reported before, and
went over big here also.

Adelaide Kerkoff and Al Kavalc then sing “Our
Bungalow of Dreams” as the Gould Dancers in
carpenter’s clothes build a bungalow. Adelaide
and Al then look over plans as the girls play
“Home, S*weet, Home” on saws for finale.

Kansas City Midland

Week Ending December 9

“In Araby” was the stage production at Loew’s
Midland this week, the settings, as could be ex-
pected, being confined to scenes conforming with
the “atmosphere” of the title of the production.

Included in the cast were Jack Sidney, who
acted as master of ceremonies. Van, Tyson and
Van were seen in a fast moving dance number.
Dreon and Dagmar had a vocal offering, while
Babe Fenton was seen in vocal and dance num-
bers. The Midland Rockets — Marie Kelly’s danc-
ing girls — again were interwoven prominently in
the program.

The overture, played by the Midland Concert
Orchestra, under direction of Dave Rubinoff, con-
sisted of hits from well known musical shows.
Arthur Hays, guest organist, offered a novelty
which was illustrated by screen slides.

BILLY POND

SOLO ORGANIST

STATE THEATRE

DETROIT, MICHIGAN

EDDIE HANSON

Solo Organist

BALABAN AND KATZ

UPTOWN and TIVOLI Theatres, Chicago

RAY TURNER

Featured Organist
CORONADO THEATRE, ROCKFORD, ILL.

(A Great States Theatre)

USING JIMMY SAVAGE SPECIALTIES

W. REMINGTON WELCH

SOLO ORGANIST

THIRD YEAR AT THE

TIFFIN THEATRE CHICAGO

Walter Flandorf
SOLO ORGANIST

.

ior meatres

and

recitals

CHICAGO

Hill

St. Louis Missouri

Week Ending December 9

Brooke Johns put on a big stage show to cele-
brate fittingly the seventh anniversary of the
grand opening of the Missouri theatre as the de
luxe first run motion picture palace of St. Louis.

Johns made a diamond jubilee of the event, so
to speak, for the cast of his stage offering num-
bered seventy-five. Brooke was right at home as
the master of ceremonies of the big event. It
was his first opportunity to shine in the light on
a birthday occasion in St. Louis and Johns never
overlooks such opportunities. Truthfully it was
his best and most pleasing production since re-
turning to the Missouri. Stage settings and
scenic effects had all been changed and many cos-
tumes were especially imported for the show.

Arthur Nealy, St. Louis’ most popular singer,
formed one of the units of the production, while
Ginger Rogers was also featured.

The other acts included Chester Fredericks, late
of the Vanities and Gay Paree, who warbled and
did some real stepping; Markell and Faun, comedy
dancers who had some real eccentric steps that
are different ; Billie Gerber, who is one of Eng-
land’s celebrated male impersonators. Gattison
Jones and Elsie Elliott, a Broadway dance team
and trim ones at that. Johns also took his in-
nings with a couple of solos and did a duet with
Nealy. He also was right at home when in the
finale he passed out real birthday cake with red
candles on it to the audience. He almosts lost
his life the first show in the mob’s rush for a
slice.

A special importation for the show was twelve
prize winning beauties from Florida. One of
the big surprises was that the Florida girls could
sing and dance. The Missouri Ensemble also had
a turn or two.

Chicago Metropolitan

Week Ending December 10

This South Side house is still continuing the
band show policy with orchestra in the pit led
by Jimmy Bell. Kenneth Anderson is the fea-
ture organist. One of the recent shows ran
as follows:

Opening: Band number “Charmaine” sung by
Billy Franklin a member of the band in an ar-
rangement that does its leader credit. This was
followed by Billy Leedman and Mabel Robinson
in a man and woman comedy act in which they
intermingle comedy songs and steps finishing with
a few eccentric steps of the tune of “Mississippi
Mud” which also served as a closing band num-
ber.

Louis Armstrong one of the favorites of the
band also manages to have a good song up his
sleeve and in spite of the fact that this is an
all-colored house both as to entertainers and at-
tendants, there is a great deal of white trade
that always look forward to their bills.

Kansas City Capitol

Week Ending December 10

“Getting Gertie’s Garter” was the offering of
the Bert Smith Revue Company at the Capitol
this week, the production being the same as the
nationally known musical show by that title.

Vi Shaffer again was seen in the feminine lead
and her appearances in vocal and dance numbers
were frequent. Billy Van Allen was the male
lead and was seen in several dance and vocal
numbers, as was “Chuck” Hoback. A chorus of
about forty girls was prominently interwoven in
the production.

EDDIE HILL

“IT”

Now Featured in

“BANJOMANIA”

A Publix Stagehand
Unit

Special Material Direction —

by WM. MORRIS

BENOLD ROSS AGENCY

December 17, 1927

EXHIBITORS HERALD

43

Chicago Lawndale

Week Ending December 10

Sam Kaufman and his band, assisted by George
Givot and Marion Kaney put on a show at the
Lawndale this split week that certainly pleased
everyone.

The opening numbers were “Look at That
Baby” and “My Bungalow of Dreams” sung by

Phil Fleming.

Marion Kaney was next singing “O Kay,”
“Nobody But Me,” and “I Can’t Believe that
Your in Love With Me.” The audience fell hard
for this little lady, who has all the “IT” she
knows what to do with.

Kaufman then lead the band while they played
“When Day Is Done.” This number was given
as a symphonic novelty, and it brought a fine
hand.

The Climax of the program was a “ballet”
by the boys of the orchestra. O Man, how the
audience laughed ! If thei-e is anything much
funnier than a group of men doing a phoney
“spring dance” or a ballet, this reporter has
yet to see it.

While the boys were regaining their breath,
Kaufman played the piano and lead the audience
in singing “Me and My Shadow.” This was a
rather novel feature and got over big.

"That great big, big hearted Georgie” — was
the manner in which Kaufman introduced George
Givot, but the reception he was given seemed to
indicate that introductions were unnecessary.
Givot sang “It’s Raining,” “Henry Ford,” “On
A Merry-Go-Round,” and “I Want My Rib.”
His antics made everyone laugh, and they proved
a nice ending for a very spicy show.

Observation : Sam Kaufman is making a hit

as a band leader at the Lawndale, but it is hoped
that he won’t defeat his purpose by trying to be a
little too funny.

Johnstown State

Week Ending December 10

After the M-G-M News and the two-reel com-
edy, entitled “Four Faces West,” followed the
stage presentation, which for this week had a
return engagement of Harry Shannon, Jr., and
his jazz band.

Opening in a special setting, the band rendered
a wonderful arrangement of “My Blue Heaven,”
which got over big.

Harry Shannon then announced the next num-
ber as just having been recorded by him, entitled,
“Everybody Loves My Girl,” in which he vocal-
ized one chorus. A beautiful symphonic arrange-
ment of “The World Is Waiting for the Sunrise,”
with specialities by a trumpet trio as well as a
vocal chorus, brought the presentation to a close
amidst heavy applause. Shannon obliged with a
special arrangement of the “St. Louis Blues” for
an encore.

The Fox feature “The Gay Retreat” brought
the show to a closing.

Philadelphia Stanley

Week Ending December 10

Waring’s Pennsylvanians, now in their third
and final week as the most popular orchestra
playing at this house, played their characteristic
program, including old and new numbers. Their
white sweaters made a stunning contrast to the
red and white background.

The first number was “Hallelujah,” then “Just
a Memory,” “When” and “Eskimo College Song,”
all played in their own inimitable manner. “The
Dancing Tambourine,” a peppy “flash” act, was
quite different. The stage was in darkness with
the exception of a lighted tambourine held by

each member of the company. The animated
lights kept time to the music and arranged them-
selves in various formations against the blackness
of the stage.

Fred Waring then announced that the audience
would be favored with the company of the most
popular woman of modern times, Ruth Elder.
The clown of the group walked in dressed as
Ruth Elder and caused much merriment in the
audience. Fred Waring then conducted both the
Stanley Symphony Orchestra and his own syn-
copators in “The Southern Rhapsody,” a medley
of Southern which was enthusiastically applauded.
Everything the Pennsylvanians do seems to meet
with the approval of the audience.

Pittsburgh Penn

Week Ending December 10

With all the talk in the trade these days about
extravagant stage shows, etc., it is an odd co-
incident that this theatre this week has for the
stage entertainment a single girl, doing but seven
minutes, in “one” with the rest of the show being
moving pictures, an overture by the orchestra
and an organ solo.

Ruth Elder in person, first girl to fly across the
Atlantic, is the sole stage attraction. A combina-
tion of all the news reels excluding Kinograms
preceded Miss Elder running thirteen minutes and
cut very effectively. Then Miss Elder steps out,
tells of her experiences and that’s that.

The overture was “Merry Widow” selection
played by Don Albert and the Symphony Orchestra
and Dick Liebert did “Flaming Ruth” as a pre-
lude to Ruth Elder’s appearance as his solos.

Feature was “In Old Kentucky,” with News
Reel, Felix the Cat, and a color film also on
the bill, making just a two hour show.

Salt Lake City Capitol

Week Ending December 3

A beautiful exotic offering titled “Jade” was
offered on the stage during the past week. The
act is declared to be one of the most unusual
presentations of this type ever offered in this
country.

The first scene reveals a giant Budda, before
which are two statuettes, represented by Thiemc
and Le Noix. Jade lights and jadge green color
predominate.

A curtain is drawn from the lower portion
of the oriental god representations, revealing five
adagio dancers, all of them completely painted
in gold, and posing in a posture representing
a famous group of statuary.

This act is filled with surprises for there are
a number of statues on the stage, and at the
same time the various performers, who are
painted in gold or jade green, like the statues,
pose in rigid postures, that makes it impossible
to tell whether a statue has life in it or not.

One of the most important parts of the pres-
entation is the lighting effect, which gives every
performer the appearance of being cut out of jade
or gold.

Alberti and his band have arranged an unusual
and beautiful musical offering in keeping with
the theme of the “Jade Idea,” which is a Fanchon
and Marco production, and which is obviously of
oriental origin.

Alexander Schreiner, the organist, arranged an
original Thanksgiving solo novelty.

The entire bill was very well received.

BOB JIM

HAWKS and MACK

COMEDY SONGSTERS

Meeting with Success in All Motion Picture Houses

Direction, MORT INFIELD, 904 Woods Theatre Bldg., Chicago

Return Engagements Everywhere

“ HELLER AND RILEY —

COMEDY SINGING DANCING

Such Popularity Must Be Deserved
Now Playing All Chicago B & K and L & T Theatres
Direction— MAX TURNER WM. MORRIS OFFICE

P. S. MARKELL and FAUN are also in Chicago and will spend the Holidays with us

ILOMAY BAILEY

“The Golden Voiced Prima Donna”

Just Completed a Successful Engagement with MARK FISHER at the ORIENTAL,
Chicago. Now Playing Return Dates for B & K and L & T Theatres

Direction — PAUL ASH

LETT SISTERS and LOUISE

(The Three Humming Birds)

GUS SUN CIRCUIT

Direction SAM ROBERTS

MAXINE HAMILTON

THE LITTLE BLUES SYNCOPATRESS WHO
ALSO DANCES HER WAY INTO YOUR HEARTS

Now Enjoying Third Successful Tour of PUBLIX THEATRES
in the Middle West.

Direction — Phil Tyrrell and Max Turner

PEGGY ROSS

CHAMBERLIN and HIMES

(Positively the World’ s Worst Apache Dancers )

Featured Comedy Dancers
“ZIEGFELD FOLLIES OF 1927”

Now Playing New Amsterdam Theatre, New York City

Production Representative — Leo Fitzgerald

44

EXHIBITORS HERALD

December 17, 1927

Chicago Uptown

Week Ending December 11

The stage show at the Uptown this week with
Frankie Masters is called “Dixieland.” It opens
with the Kentucky Jubilee Choir, composed of a
group of Negros, singing a Negro spiritual.

This is followed with a band number, “Dawn-
ing,” with Masters singing the lyric. It gets a
fair hand. Two young ladies, Stanley and Lee,
follow with a good dance to the tune of “The
Varisity Drag,” and then each does some good
daning turns. They get a good hand.

Edith Griffith comes on next to sing “Love
and Kisses.” Then she and Masters sing “I Told
Them All About You.” This young lady has a
good voice and a charming personality and goes
over big with the audience. Then come Morris
and Rapp, two young men, who put over some
extremely good team and individual dance steps.
One of them did some exceptionally good Rus-
sian dancing steps. They got good applause.

Joe Penna comes out unannounced to pull a
few jokes with Frankie, and has a hard time
getting off the stage. Masters sings "Cobble-
stones” for a fair hand. The number is un-
usual and pretty.

Joe Penna comes on again, this time announced,
and sings “When the Pussywillow Whispers to
the Catnip.” and the audience goes nutty over
him. The boy is funny, no fooling. To look at
him is to laugh.

Masters next announces that he has found a
great dancer in an Uptown usher, and then enters
a young man dressed as an usher. He gives some
unusually difficult acrobatic dance stunts for a
good hand and encore.

The Kentucky Jubilee Choir next appears from
behind a clever stage setting to sing a number
of Negro spirituals. They get great applause and
take several encores. The show ends with Edith
Griffith singing1 “Swanee Shore” as everyone comes
on to do a turn.

San Antonio Aztec

Week Ending December 2

Headlining the Aztec show this week, with Jean
Sarli and his Symphonizers, are the Swiss Song
Birds, presenting a medley of popular and Swiss
songs, yodels, etc. The Song Birds easily occupy
the stellar position on the bill, with the Aztec
stage hand furnishing the instrumental music for
their presentation. Special drops are used for
their work.

Suzanne Franz and Lindsey Coons, from last
weeks bill, are held over for song numbers.

A1 Evans, California organist, presents a
novelty slide divertissment on “Just Another Day
Wasted Away.” Evans’ number is one of the
most enjoyable on the whole program.

The picture is Will Rogers “A Texas Steer.”

Kansas City Mainstreet

Week Ending December 9

Frances Kennedy, billed as the “personality girl
in comedy songs and sayings,” led the stage pro-
gram at the Mainstreet this week. The week also
marked the twenty-fourth week of Walter Davison
and His Louisville Loons as the stage orchestral
attraction.

Jue Fong, the Chinese tenor, offered several
vocal numbers. Baxter and Frank were seen in
a skit titled “The Two Stepsons.” Hickey, Mas-
sart and Butler were seen in a versatile number
of vocal and dance offerings titled, “Always
Something Doing.” Morrison and Coughlan had
an act consisting of vocal numbers.

Popular selections were played by the Louisville
Loons as an overture.

Solo Presentations —

JACK MARTIN

Featured Organist
NEW GARFIELD THEATRE

MILWAUKEE, WISCONSIN

— Photoplay Synchronizing

RUTH MARIE MARCOTTE

“The Versatile Prima Donnct’

Coloratura Soprano Singing Classical and Popular Ballads
Now Appearing in Deluxe Picture Theatres
Direction — CHARLES BOHLER

AL and LOUISE WALKER

THE TEAM WITH THE EDUCATED FEET
FOR DELUXE PRESENTATION THEATRES
Just Closed a Successful Tour
of PUBLIX THEATRES

Direction — William Morris Agency

HENRY MURTAGH

Chicago Theatre
CHICAGO

GRACE R. CLARK

FT. |

Featured Organist

ASCHER BROS. CROWN THEATRE, CHICAGO

Solos and Community Singing

Brooklyn Strand

Week Ending December 9

Prologues as put on by Edward L. Hyman at
the Brooklyn Mark Strand continue to be big
drawing cards, having become established as
genuine entertainment on the other end of the
bridge. The show which had “East Side, West
Side” as the feature photoplay, was given a big
surrounding program which had as its chief in-
cident an atmospheric prologue called “All
Around the Town.”

“Franz Listz Favorites” gave the program an
impressive start, opening first with the Famed
Mark Strand Orchestra playing the introductory
movement of the composer’s “Sixth Rhapsody.”
Charles Jolley, tenor, then appeared on the apron
of the large stage to sing “Liebestraum.” He
was covered by an amber spot from the dome.

This in turn was followed by the Mark Strand
Ballet Corps dancing to the "Second Hungarian
Rhapsody,” on the production stage.

Following the Topical Review, Chief Caupolican,
Indian baritone, appeared on the apron of the
large stage, dressed in full Indian regalia, and
sung “Pale Moon,” the “Toreador” song from
"Carmen” and the ballad, “When Day Is Done.”
He was given a resounding hand when he made
his exist.

Next came “All Around the Town,” opening
with a harmonica band seated on a highboard
fence which ran across the stage in front of the
Brooklyn Bridge drop. Every one dressed in
Bowery fashion. “Old Timers Waltzes” was the
first number played by the Harmonica band.
Bridges lemon floods on production stage, going
white at finish.

Margaret McKee followed ; she whistled “Char-
maine” under a lemon spot from the dome ;
bridges light blue floods. After this came Chick
Kennedy who sang “Down by the Gas House.”
Bridges, off, lemon spot on singer from dome.
For a strong finish Charles Bennington, one-
legged dancer, did a very difficult number.

Pittsburgh Grand

Week Ending November 26

The combination of Miss America and “The
Gorilla” is giving this house it’s best week in
months, so far as business is concerned.

The show starts with selections from "Martha”
admirably played by David Broudy, conducting
the Symphony Orchestra. Miss America follows
the news, assisted by Bill Hutchinson and Margie
Ross. They do all the work as Lois Delander
does nothing but display three dresses and her
bathing suit costume walking across the stage
once each time, and then thanking the customers
for their appreciation.

Without Hutchinson and Ross the act would
be a loss as they provide real entertainment,
but as it is the act pleased all and what more
could one want.

Feature and “Our Gang Comedy” completed the
show.

Dick Marjorie

MAXWELL & LEE

“Just Jesters”

Now Playing

MAJESTIC

THEATRE

Bloomington,

111.

Will Be Home
For Xmas

HJIuk ^yi a eo/tuf of-
Monthly SLIDE news

54 wqAndolph 6t. ch/cjoo

December 17, 1927

EXHIBITORS HERALD

45

Chicago Avalon

Week Ending November 26

To carry out the Thanksgiving holiday spirit,
the title of the stageshow at the Avalon this week
was “Harvest Frolics,” with Buddy Fisher and
His Musical Buddies.

Opening: Stage decorated with corn shocks, pump-
kins, hay shocks ; orchestra in overalls and 6traw
hats ; backdrop representing harvest fields. Buddy
Fisher comes out in hick costume, and the band
plays “Hail ! Hail ! The Gang’s All Here” and
“I Want to Go Back to Michigan.” The Dancing
Girls, dressed in overalls as farmerettes, and car-
rying tin pails, then come out doing a review to
“At Dawning.”

Fisher plays “The Old Gray Mare” on his
mouth organ, and the McCune Sisters come on
giving a fast tap and eccentric. Cynthia sings
“There Comes My Sugar.” These girls looked
good and the audience liked them.

"Ralph McSnoot” was the name Fisher gave
Jay Mack, dressed in a tight-fitting rube outfit,
who followed with a harmonica number, “Black
Clouds, Drive My Tears Away,” and some funny
buck and eccentric dancing that brought a good
hand.

The Dancing Girls were next with a fashion
parade of the styles worn in the gay ’nineties
and this provoked a lot of hearty laughs.

“I’ll Think of You” was the next selection by
the orchestra, and the Covans followed with some
fast buck, tap and eccentric dancing that was re-
warded with a fine reception.

Shapiro and O’Malley were the hit of the pro-
gram with their slap-stick clowning. O’Malley
sang “Bye, Bye, Big Town” and “Just Once
Again.”

"Turkey in the Straw” served as the Finale,
and judging by the applause, it was what the
audience wanted for a Thanksgiving Day show.

San Antonio Aztec

Week Ending November 26

The Aztec theatre this week presented in addi-
tion to its regular stage offering of the Aztec
Symphonizers, a futuristic comedy playlet featur-
ing Jack Edwards and Edna Parks, two favorite
San Antonio stock players.

The play was “In 1999,” and dealt with domes-
tic problems in that far-off period of the end of
this century. Jean Sarli presented his boys in a
melange of popular numbers, interspersed by sing-
ing and dancing numbers by Lindsay Coons, fea-
tured saxophone player; Jack “Jazz” Klien,
Olivenne Johnson, and Duray and Noway, im-
ported steppers. The screen attraction is Dorothy
Mackaill and Jack Mulhall in “Man Crazy.”

Cleveland Gets Rubinoff

Kansas City paid its farewell tribute to Dave
Rubinoff, soloist and director of the Loew’s Mid-
land Concert orchestra, this week. It is doubt-
ful if any other musical director in the annals
of Kansas City theatredom ever became as pop-
ular in the brief period of two months as did
Rubinoff. In conjunction with the overture at
each performance this week a specially arranged
song, illustrated by slides, was used, telling of
Rubinoff’s farewell to Kansas City. Many were
the encores demanded of Rubinoff in each appear-
ance in violin solos. He will be succeeded by
Gerard Carbonara, who has been conducting or-
chestras in various eastern cities for Loew inter-
ests. Rubinoff goes to the Allen theatre, Cleve-
land.

Vitaphone Would Help
Stage Actor, Says Writer

"I think that every stage where-
on spoken drama is rehearsed and
played ought to be equipped with
Vitaphone or Movietone so as to
permit the players to know just
how their work looks and sounds,”
says Ashton Stevens, dramatic
critic, in his column in the Chi-
cago Herald and Examiner.

"The painter paints and re-
paints, the sculptor models and
remodels, the writer writes and
rewrites. At every stage of its
development their work is visible
to these artists. But the actor, it
might be said, paints and models
in the dark.”

New England Showmen Show ’Em

(Left to right) Harry U. Colburn has the Grange Hall at West Rumney, N. H.
George E. Sharby is manager of the Princess theatre at Brattleboro, Vt. R. S.
Wentworth has the Music Hall at Plymouth, N. H. Last — but far from least —
Mrs. E. E. Brutt owns the Corliss at North Woodstock, N. H. (Photos by
H. E. N.)

Use Films for Fire Work

(Special to the Herald)

KANSAS CITY, Dec. 13. — Schools here
have adopted motion pictures as a means
of training students and others in the meth-
ods used in fire drills. Pictures were also
taken this week of fire drills in the schools.
They will be shown before the Safety
Council and other organizations.

“Silk Legs,”Fox Comedy ,
to Be Released Dec. 18

( Special to the Herald)

NEW YORK, Dec. 13.— “Silk Legs,” the
Fox Films feature comedy with Madge
Bellamy, will be nationally released to ex-
hibitors on Dec. 18.

The picture is based on the story by
Frederica Sagor, and was directed by
Arthur Rosson. James Hall plays oppo-
site Miss Bellamy.

Orpheum Chain Books
Excellent’ s “ The Nest”

(Special to the Herald)

NEW YORK, Dec. 13.— Excellent Pic-
tures’ “The Nest” has been booked with
the Orpheum circuit for a first run in
the chain’s San Francisco theatre.

The Nemo theatre at Johnstown, Pa.,
has bought F B O’s “The Harvester,”
“Freckles,” “Walflowers” and “The
Gingham Girl” for six days each.

Alec Herman Resigns

( Special to the Herald)

ALBANY, Dec. 13. — Genuine interest, not
only along Albany’s Film Row, but to
nearly 500 theatres served out of here, was
manifested last week when Alec Herman,
one of the oldtimers in Albany, resigned
as manager of the Pathe exchange.

Dr. Stern in Hollywood

(Special to the Herald)

HOLLYWOOD, Dec. 13. — Dr. Samuel
Stern, medical advisor of Paramount and
head of the company’s welfare work, ar-
rived here recently from New York on his
annual visit to the studios.

Beers Is Casting Director

(Special to the Herald)

HOLLYWOOD, Dec. 13.— Fred Beers is
the new casting director at Metro-Goldwyn-
Mayer studios. He succeeds Cliff Robert-
son, who has held the position for several
years.

“Christmas Cheer” is
Aesop’s Yuletide Film

(Special to the Herald)

NEW YORK, Dec. 13. — Farmer A1
Falfa will be shown as Santa Claus in
“Christmas Cheer,” the Yuletide release
of Aesop’s Film Fable, and will ride over
the housetops in his airplane, “The Spirit
of St. Nicholas.”

Mrs. G. Dureau , Jr., Dies

(Special to the Herald)

DALLAS, Dec. 13. — Mrs. Gaston Dureau,
Jr., wife of Gaston Dureau, Jr., official
for Saenger theatres, died here recently
after a long illness. Her husband and two
daughters, Yvonne and Marion, survive her.

Have You Ordered
Your Copy Yet?

Buy from Your Local
Music Store, 25 Per Copy

Villa Morel, Inc.

Publishers

Kress Bldg. San Francisco

46

EXHIBITORS HERALD

December 17, 1927

Up and Down
“THE ALLEY”

By LARRY SPIER

The “New Yorker,” Gotham's most ultra and
popular weekly says: “Possibly the worst flop
anything ever took in New York, is the Holland
Tunnel under the Hudson River, which opened a
few weeks ago. You approach it with eagerness
and anticipation ; you drive through it with speed
and comfort ; you emerge at the other end with
joy and thanksgiving; and then where are you?
— In Jersey City!! It's a good thing some Jersey
City periodical didn’t think of this first. The
answer would have been 'New York City.' ”

* * #

It certainly must be a tough job being record-
ing manager for a phonograph company. Last
week I told you about Nat Shilkret, and here’s
what I hear about Emerson Yorke of the Bruns-
wick : He sleeps twice a day ! ! ! And due to this,
it takes him fifteen minutes everytime he wakes
up to figure out what day it is. . . . After a busy
and trying day in the recording laboratories of
the Brunswick company, he rushes home at six
o’clock and sleeps until ten : From ten in the
evening ’till two in the morning, he’s up and
down the “alley” keeping his ears and eyes open
for novelties, talent and ideas. — Then to bed
again and at nine a. m. to the office, the same
routine starting all over again. . . . “Oh, for
the life of a fireman.” . . .

* * *

M. Grass and Son, music jobbers of Phila-
delphia, w'ho within the short time of one year,
have built up a wonderful business, are contem-
plating the sale of orchestrations in conjunction
with their sheet music 6ales. I’m sure the co-
operation of the music publishers will be greatly
appreciated.

* # *

The other night, at the Friars Club, Joe Frisco*
(Cigar and all) drew out his Dunhill lighter for
the purpose of lighting his cigar. With the first
jerk of his thumb, it lit: Disgustingly, he threw
it away with the remark that, “the damned thing
must be broken.”

* * *

Like a telegraph operator in front of his in-
strument, Leo Lewin, (Band and Orchestra man-
ager for Irving Berlin, Inc.) sits each night in
front of his radio. With three telephones at his
side, he directs the operations of his four assist-
ants who are scouring the city landing the dif-
ferent orchestras and singers on Berlin plug
songs. Lewin will receive a telephone call from
one of his men, that “so and so” has promised
to feature a certain tune on his program : Lewin
will then direct this man elsewhere, in the mean-
time checking up on the plug, via his radio — and
so this system goes on until the wee small hours
of the morning, night after night. You can judge
for yourselves whether or not the firm of Irving
Berlin, Inc., is getting the radio plugs in the

# s ;< #

From a concensus of opinion, Irwin Abrams,
playing at the Hotel Manager, is the best looking
orchestra leader along the “Alley.” And Irwin
will readily admit this to anyone asking him
about it. With a face like his, you don’t have
to know anything about music. All you need is a
tuxedo, and strength enough to wield a baton.

* # *

With apologies to Sid Berman, for stealing his
“stuff,” I must tell you that “Among My Souve-
nirs” is a great song and is receiving plenty of
“play” all over New York. For slide versions,
professional copies, etc., write DeSylva, Brown &
Henderson — they publish the song.

* ❖ #

With the opening of the Jardin Royal, where
once stood such famous places as Rectors, Board-
walk Cafe, Cinderella Ballroom, The Paul White-
man Club, The New Yorker, etc., it seems to the
natives of this city, that New York is getting
to be one Chop Suey joint after another.

* * *

Having just received my first “fan” letter,
from Clark Fiers, that enterprising young organ-
ist of Scranton, Pa., I’m going to consider myself
a full-fledged columnist. And why shouldn’t I ?
Haven’t I a following? — (better stick close Clark,
I can’t afford to lose you just yet.)

Tunefully yours,

LARRY SPIER.

ORGAN SOLOS

Milton Charles (Chicago Oriental) plays for
his organ presentation “Hallelujah” and another
song from “Hit the Deck,” “Did You Mean It,”
and “The Varsity Drag.” Charles has been one
of Chicago’s leading organists for years. Before
taking Henri Keats’ place he was featured organ-
ist for Balaban & Katz Uptown and Tivoli thea-
tres. No doubt the following Charles has created
at the above houses will still visit him at the
Loop house.

Herbert Lee Koch (Des Moines Capitol) played
a pleasing group of songs in which the fans
ardently participated. The group was arranged
as, “Songs You Know” and included older favor-
ites like, “Let the Rest of the World Go By”
and others that have survived the “baby” twaddle
that too often clogs the mental machinery or,
worse yet, results in real mal de mer.

Don Cordon (Chicago Lawndale) called his
numbers this week “The Voice of the People as
Campus Cutups” and played the following songs
“Annebelle Lee,” “Just Another Day,” “At Sun-
down,” “Gorgerous” and “Me and My Shadow.”
The slides showing why “they go to college” were
very good.

Mack Edward (Johnston State) presented as a
slide novelty “Give Me a Night in June,” which,
owing to the great popularity of this song, went
over very big. This uses a Jerome Remich solo
with a fine set of illustrated slides.

McNeil Smith (Chicago Marquette) for his
solo presented “Shipwrecked on the Sea of Song”
as a community stunt with comedy slides. The
following were the songs used. “What’ll You
Do?”, “Tomorrow,” “Under the Shady Tree,”
“Miss Annabel le Lee,” “My Blue Heaven” and
“Sometime.” In spite of the fact that this house
makes five picture changes a week this clever
chaps selections are proving popular due to his
fine personality in putting the solos across.

L. Carlos Meier (Chicago Terminal) entitled
his program this week “It’s All in Fun” and
played the following songs: “Positively, Absol-
utely,” “Magnolia” and “It’s All in Fun.” The
married folks sang some of the lines and the
single folks sang the others. These numbers
seemed to be enjoyed as much, if not more than
the vaudeville program.

Eddie Hanson (Chicago Uptown) has a good
organ slide presentation this week called “Chang-
ing Moods,” during which he plays “Blue
Heaven,” “After I’ve Called You Sweetheart,”
“Everywhere You Go” and “Till Dawning.” The
console is decorated with morning glories and
just as the console begins to start down in the
pit, the morning glories are illuminated with
electric lights, making a pretty effect and match-
ing the last song played.

Preston Sellers (Chicago Senate) called his solo
this week “Let’s Play Post Office,” and the fol-
lowing songs were included: “Just Another Day
Wasted Away,” “Broken Hearted,” “This Is My
Lucky Day” and “My Blue Heaven.” He ac-
companied his introductory slides by playing
“The March of the Wooden Soldiers.” During
the act Jimmy Carins sang “Everywhere You
Go” and received a good hand. Some of the
slides contained wise cracks about compantionate
marriage. This program was well applauded.

Ramon Berry (Chicago Alamo) offered for this
week’s solo a novelty called “Donizetti and Don-
aldson,” which was used to introduce an operatic
piece by former and popular tunes by the latter.
Respectively “Shady Tree” and “My Blue Hea-
ven.” This was done in the form of a community
stunt with slides to give the impression that the
public favor of today is for popular tunes. This
was not an original idea but the manner that it
was used, was very clever and the audience
went big for it.

Dick Liebert (Pittsburgh, Penn,) does “Flaming
Ruth” as a solo as Ruth Elder is on the bill
this week. He interpolates the number in his
own style for after one chorus he gives his im-
pression of her flight. The start, over the sea,
the crash, a German band, welcome etc. and
finishes with another chorus of the song. Went
over big as does all Dick’s solos.

* IT’S STILL SENSATIONAL

“My Blue Heaven” (Leo Feist).

NEXT BEST SELLERS

“Desert Song” (Harms)

“ C harmaine” (Sherman Clay)
“Highways Are Happyzmys” ( Mil-
ton Weil).

“Just a Memory” (Harms)
“Sweetheart of Sigma Chi” (Mel-
rose Bros.).

ONE ALONE — (Harms, Inc.) — A beautiful

song that in sales is second to the “Desert Song”
in the same show. The writer, Sigmund Rom-
berg, has filled the show with some of the best
music ever heard.

* * sjc

PALS OF LONG AGO — (Sherman Clay & Co.)

— A very pretty number with a lyric more on the
high class order. By Maurice J. Gunsky and
George Hayden.

* $ *

THAT MELODY OF LOVE— (Leo Feist, Inc.)

— A master piece of song written for a master-
piece picture, produced by M-G-M, who are one
of America’s leading producers and the song is
by one of America’s greatest writers, Walter
Donaldson. A perfect combination.

* #

CUDDLE CLOSER — (Villa Moret, Inc.) — With
the weather we’ve been having the last few days
it’s not a bad idea. So get your partner and
follow the song. A cute fox trot, written by
Jack Allen, Bernice Schwartz and Mort Howard.
❖ £ ❖

IF I SHOULD LOSE YOU — (Sherman Clay &
Co.) — It looks like the West has sent us another.
This firm has been very successful recently and
this number by Earl Burtnett should help their
catalogue immensely.

# # *

WHERE IS MY MAMA— (F. B. Haviland Pub.
Co.) — This song is written by the writer of that
old song “I’ll Always Remember Mother,” Charles
Coleman. The publisher in those days was one of
America’s biggest. As we haven’t had a song
of this type in some time, it has a good chance.
# * ❖

YOU’D RATHER FORGET THAN FORGIVE—
(Triangle Music Pub. Co.) — Joe Davis is the well
known music roll artists and also the head of
his own publishing firm. He is quite a name on
the radio in the East and as this song has merit,
he should get a good start on same.

* * *

LET A SMILE BE YOUR UMBRELLA (On a
Rainy, Rainy Day) — (Henry Waterson) — A great
thought in song. If you are cheerful it’s always
bright. An optimistic ditty that is quite appro-
priate at this time of the year. By Irving Kahal,
Francis Wheeler and Sammy Fain.

* # *

WHAT A WONDERFUL WEDDING THAT
WOULD BE — (Henry Waterson) — Irving Kahal,
Francis Wheeler and Sammy Fain have written a
song that should take the place of “Mary Lou.”
As good a song and published by the same firm.
❖ * *

OH MY OPERATION— (J. H. Remick & Co.) —

A very funny comedy song with lots of extra
choruses. Words by Billy Rose and Ballard Mac
Donald, music by Jesse Greer.

* * *

MY OHIO HOME — (Leo Feist, Inc.) — These two
American hit writers, Gus Kahn and Walter Don-
aldson, have again produced another song that
should sweep. This type of song has always
been Donaldson’s meat.

* * *

ELLA CINDERS— (J. H. Remick & Co.)—

Adapted from the Cartoon that is in the news-
papers all over the country and with the tre-
mendous publicity these cartoons are getting it
should have a good sale. Lyrics by Bill Consel-
man and Ben Bernie. Music by Sid Lanfield.

ESTRELLITA — (Spier & Coslow) — A high class
number. A little different from the type this
firm has been publishing, which might mean
that they are establishing a standard catalogue.
The lyrics are both English and Spanish and
by M. M. Ponce. % * %

My phone certainly keeps me busy.

SID BERMAN.

December 17, 1927

EXHIBITORS HERALD

47

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

“THE GAY DEFENDER ”

I HESITATE to credit the L. A. Cham-
ber of Commerce with responsibility for the
current flood of pictures dealing with Old
California, for subtlety is not one of the
qualities commonly attributed to even that
civic body, but the evidence is gaining over-
whelming proportions. Not that a certain
amount of this stuff isn’t quite all right, in-
deed good. I did not object when “Old
San Francisco” came out, nor when “Rose
of the Golden West” followed in due course,
hut when an upstanding and perfectly pre-
sentable young star like Richard Dix is
wished into silk shirts and sideburns to
play the Robin Hood of “The Gay Defend-
er” I think the thing has gone far enough.
In fact, all things considered, too far. Un-
der all that makeup, Mayor Cryer himself
might have done quite as satisfactorily.

Not that Dix isn’t good in “The Gay De-
fender.” He is, as he is good in anything
and everything they give him to do. He
rides a white horse, he makes love through
a convent window, he dashes into and out
of danger with all the characteristic Dix
flash, but these are no works for the quar-
terback of the thus-named picture. And
the Robin Hood theme is a bit too simple
for a player of the Dix talent, if indeed it
isn’t too simple for any of these moderniza-
tions they are giving it.

There’s some of the romance of the period
in the picture, quite a bit of it, and there
are good players in the cast and the scenery
is selected and shot with the usual Para-
mount care. There is, I’m trying to tell
you, nothing wrong with “The Gay De-
fender” except that it deprives the popu-
lace, for the space of one picture, of the
Dix the populace knows, loves and goes to
see. If you can picture Man-O-War pulling
a plow, you know what I mean. Nothing
wrong with the plow, nor the way he pulls
it, but what a waste of quality.

“NOW WE’RE IN THE AIR”

I REMEMBER when Wallace Beery was
the best of all villains, and when Raymond
Hatton was alone in his particular and
peculiar style of comedy. I remember when
the two of them got together in “Behind the
Front” and paralyzed the laughing muscles
of the known world. I remember when

By T. O. SERVICE

they almost — but not quite — repeated that
achievement in “We’re In the Navy Now.”
And then, I remember them in “Fireman,
Save My Child.” Under all of which I
could bear up, in time, if I were not com-
pelled now to remember them in “Now
We’re in the Air.” This is too much to ask
of a mere play reporter and 1 pledge myself
to look at neither of the gentlemen again
until they will have gone their separate ways
and won back some of their former glory.
They are, in this thing, just two unfortunate
young men.

The sequences of this, their latest and I
hope their last double entry, get them into
the air via balloon and plane, getting them
out of it also, of course, one way and an-
other. The war is in progress and they
land, at one time or another, on both sides
of the front. In order to get away with the
merely stunt comedy manufactured for
them, captions are strewn here and there
with liberal hut largely unsuccessful humor-
ous intent. Most of them are duds and it
is quite some distance between the laugh-
getters. Under these circumstances, the
hoys trudge through their paces and arrive,
eventually, at an ending lifted bodily from
“Behind the Front.” Sheer desperation,
this, and a plain splosh.

I am downright sorry about this thing. I
am aware of the economic value of the
double-barrelled comedy, if it would work.

I realize, too, that pattern pictures follow-
ing upon such a hit as “Behind the Front”
usually earn well, irrespective of their re-
ception. No doubt even this thing will fin-
ish on the right side of the ledger (at least
I’m confident of it to the extent that I’d run
the picture if I had run the others) but all
of this has nothing to do with my happiness
and so I reiterate the previous statement
that 1 shall not look again upon the Beery
or the Hatton until they appear otherwise
than as the dub duo. (Which tremendous
threat no doubt will alter the course of cel-
luloid empire not one whit.)

“THE IRRESISTIBLE LOVER”

T

X SHOULD like to inquire into the charm
which seems supposed to exist in the spec-
tacle of Norman Kerry taking a bath. Dur-
ing my considerable experience with the

U. S. Medical Corps, while marooned on an
assignment which had for its purpose the
ascertainment that each and every one of
innumerable and well assorted fighting men
should bathe themselves at proper inter-
vals with due application of proper chemi-
cal aids to hygiene, I was eye-witness to
ablutions in such number as to become en-
dowed with a certain degree of expertness
in the subject. Upon this authority I now
assert that Mr. Kerry is a no more than aver-
agely competent bather, and I add that his
be-sudsed physique is, while excellent, no
job for Rodin. Why, then, interrupt the
not overly sprightly progress of “The Irre-
sistible Lover” to show him — again, as
so often in the past — peering from behind
shower curtains and splashing suds in the
face of his manservant. Is it a trademark
or something? Or does it contain a sig-
nificance beyond my Anglo-Saxon compre-
hension (Replies addressed to this column
and marked “Personal’ will be held in strict
confidence.)

4’The Irresistible Lover,” of course, is a
farce, and it is much like many other farces
in which the young man with more photos
on his wall than there are in Chicago’s
rogues’ gallery falls hard and permanently
for the sweet young thing he meets under
the least provocative circumstances. In this
case she’s selling tags on the street and he
buys tags until he has no more buttons upon
which to hitch them, whereupon he bumps
an automobile, goes to a hospital, awakes in
a wedded admirer’s home, as the husband
returns to chase him around and around
and out, and so on and on to the end which
comes, sooner or later, to all farces as to all
dramas, comedies and newsreels. It is as
good as the next farce, or the last, and not
better or worse unless you happen to like
or dislike Mr. Kerry. For my share, I like
him first rate, when he’s out of the tub.
Speaking of which, again. I’d begin to re-
sent the soapsuds insinuation if I were
Mr. Kerry.

HOLIDAY GREETINGS

I SEEM to have just about enough room
left on the page to say that I wish you each
and every one a very merry Christmas and
a Happy New Year and that your merri-
ment and happiness may assume those forms
which are nearest and dearest to you each
and severally.

48

EXHIBITORS HERALD

December 17, 1927

[THE THEATRE!

\^LfJJ)epartmmt of Practical Showmanship J

Thumbs Down on Ad Superlatives

Here They Come! Teddy Roosevelt and His Rough Riders

PALACE

FOUR DAYS STARTING

TOMORROW

THE BIG ROAD SHOW PRODUCTION AT
REGULAR PALACE ADMISSION PRICES

TONIGHT! OPPORTUNITY NIGHT

ON THE SCREEN "SILK STOCKINGS " I

THE BICYCLE SEXTETTE
WSAI Radio Enlert.iuo—

HOW many times have you seen a
picture billed as “The Greatest Pic-
ture Ever Produced?” It’s a cinch
you could not count these “greatest pic-
tures” on the fingers of your two hands.
And sometimes it seems that every role
of a star is his “greatest performance.”
Such statements and superlatives have
about as much effectiveness as the pro-
verbial bucket of water in Hades. Read
this lettter from Joe Mayer of the Palace
theatre, Hamilton, O., and see if you agree
with him.

Editor, THE THEATRE,

Exhibitors Herald,

407 So. Dearborn Street,

Chicago, 111.

Dear Sir:

Do you remember along about last
May or June I wrote an article on press
books, and the use of superlatives,
which was published in The Theatre?
Well I am still of the opinion that there
are too darn many “best Pictures”
being made. I have broken away from
the use of superlatives, except in cases
where they are justified.

If a picture is unusual, I say so in
my newspaper advertising, but I’ll be
shot at sunrise before I will make my-
self and the Palace theatre look ridicu-
lous by telling patrons that such and
such a picture is the best “he or she
ever made,” if it isn’t so.

In advertising “Underworld,” which
was a great picture, we kept away from
superlatives entirely. Through the
courtesy of A. O. Dillenbeck, secretary
of the Hanff-Metzger Advertising
agency in New York, who prepared a
special campaign on this picture, I was
enabled to use the original copy he pre-
pared for the metropolitan engagement
on this picture. Our business was
better than it would have been if I had
cluttered up all our ads with such inane
and asinine statements as, “The
World’s Greatest Melodrama,” etc.
There is so much that you can say
about a big picture — if it really is big
— that you don’t have to create the
notion that you have eaten Roget’s
Thesaurus for dinner.

I am sending you our Saturday ad-
vertisement on “The Rough Riders.”
This is a 70-inch advertisement, and
outside of the statement that it is the
roadshow production at regular Palace
admission prices, I don’t make any
more claims for the picture than it is
entitled to receive.

This advertisement was constructed
by putting together three press book
cuts. The copy, “Who Are the Rough
Riders?” was published in the “reader”
section of the press book. I don’t be-
lieve there is a single statement in this
copy that is not justified.

Let’s have a little more about the pic-
ture, and not so much blah about the
“star’s greatest performance” in our
newspaper ads. You cannot make the

How Is This for a
Theatre Slogan?

“It may interest you to know,”
writes Fred S. Meyer, managing
director of the Alhambra theatre,
Milwaukee, “that in these days of
stage band activities, this theatre
is using a slogan in its advertis-
ing, reading:

“WHERE MOTION PICTURE
PREDOMINATE ”

public believe black is white, and be-
sides there is no use in doing so. We
did capacity business on Sunday with
“The Rough Riders” and I doubt very
much if this would have been accom-
plished had we told our patrons a lot of
stuff about the picture which isn’t so.

Them’s my sentiments,

Cordially yours,

JOE MAYER,

Palace theatre,
Hamilton, O.

We agree with everything Joe says, and
it is high time for some producers and
exhibitors to take lessons from such men
as Mayer. The better department stores
throughout the country have learned that
it no longer pays to advertise sales in such
terms as “The Greatest Bargains Ever
Offered the Public,” and “We Have Pared
Prices to the Bone,” and similar phrases
which do not mean a thing. The sooner
exhibitors and producers learn the same
lesson, the better off they will be.

Roses for Women
Help Showing of
“American Beauty 99

Five hundred American Beauty roses
were presented to as many ladies who at-
tended the opening performance of Billie
Dove’s “American Beauty,” at the Kirby
theatre in Houston last Saturday. Floyd
Smith, manager, and Bud Burmaster, pub-
licity director, arranged with a local florist
to furnish the flowers, with his card on
each one. The stunt was advertised three
days in advance, and before the show was
opened, many ladies were lined up in the
lobby and waiting for their American
Beauty and to see the picture.

Tieup with Book Shops
Using 50 Window Cards
Boosts “My Best GirF’

Wallace R. Allen, publicity director for
Loew’s theatre in Pittsburgh and Charley
Baron, United Artists exploitation repre-
sentative pulled a nifty that obtained them
50 windows. Mary Pickford in “My Best
Girl” was written by Kathleen Norris, and
the book, motion picture edition, was pub-
lished simultaneously with the release of
the picture.

They went to the wholesale distributor
and made arrangements for every dealer
that he supplied to put in a window or
part of a window on the book, with the
inevitable mention of the theatre necessary
to help the sale of books.

December 17, 1927

EXHIBITORS HERALD

49

OrpmeuM

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CLYDE CLoe By
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STRAND

^*^P*£VN7!NG THtFIHESI IN PHOTOPLAY

Playing Today and Tomorrow Only m
CHESTER CONKLIN GEORGE BANCROFT!

“TELL IT TO SWEENEY”

‘CHANG’

The Marvei Movie

oolleekI

MOORE

Coming Saturday

DOORS OPEN 10:30 TO 10:30

V

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KEN

MAHNARD

-^RED »
RAIDERS

-<p'fc7

TAe three ac?s above all possess certain merits. The
small one column ad of the Orpheum theatre , Chi-
cago, stood out on a full page of large display
theatre ads. The layout makes for easy reading,
the eye traveling from top to bottom as was in-
tended. The white spaces surrounded by black
gives good display. The Indiana theatre, Indianap-
olis, three column ad is also easy to read because

of the large amount of white space and the good
use of Bodoni type. Here the picture is empha-
sized, yet the stage presentation also gets good
display. The three column ad of the Strand thea-
tre, Providence, R. I., makes up for the lack of
pleasing makeup in good program emphasis which
after all is the essential thing. The two announce-
ments can be read instantly.

This Scrap Book Idea
Sounds Good; What Do
You Think , Exhibitors

A J. Lukachie, manager of the Hauber
theatre, Camden, Ark., in a letter to The
Theatre makes a suggestion that we think
is a corking good one.

He suggests that exhibitors send in their
scrap books to this department and that we
use any part of it for stories in the depart-
ment. Here is his letter:

I am pleased to see your de-
partment picking up again with
renewed interest. For quite a
while it looked as if you were
dropping out. This may not have
been entirely your fault. In fact
I believe we ourselves are to
blame if this department fails. If
we, the exhibitors, don’t send in
our stunts, surely you can’t print
it and pass it along for the rest of
us to beneGt by our stunts. It
seems that we are getting more
selGsh each day by keeping the
new stunts to ourselves.

How would you like to scruti-
nize the scrap books of various
exhibitors? I am willing to start
the ball rolling if you will agree
to return same in as good condi-
tion as you receive it.

While mine isn’t very old, I
have a few stunts that are good.
Not all original, I must admit.

I regret that I haven’t kept a
complete £le, as I have pulled
many stunts that are worth using
time after time. Now that they
are lost to me I can appreciate
their worth.

I am enclosing three ads, each
of which starts under the theatre
name with ", Joe Says,” which is
mostly some wise crack and sel-
dom about the program.

Yours very truly,

A. J. LUKACHIE.

(.Continued in last column )

HAUBER

“Where Quality Meets"

OE SAYS:

If the new Ford isn’t on the
narket by December 1, we’re going
Co arrange for a benefit •show for
benefit of the Ford dealers of
•Duachita County.

If the picture companies don’t
.(top switching pictures on us (which
■ appens very rarely) some one will
'lave to hold a benefit for us.

TODAY ONLY
FORREST STANLEY

Miss DuPune - Georgia Hale in

The Wheeels

of Destiny”

Adapted from the story “The Man
Without a Past ’, byl Joseph An-
thony.

A thrilling romance of the Great-
est Show on earth, “The Circus.”
it’s great — See it tonight.

Also

, MACK
SENNETT

presents ^

SMITHS
CANW.
SHOP

'featuring

— ' MAW ANN JACKSON

' RAYMOND MWtteMHH/flT

Family Nite — Bring ’em along.

TOMORROW
Family Entertainment.

Reed Hawes in

‘The Danger Quest”

Aesop’s.. A Krazy , fcat.

• ••TROOPER 71” r\ .

Send and bring the kiddies.

Passes Given for
Letters on Theatre

W. P. McGeachie, manager of the Al-
goma theatre, Sault Ste. Marie, Ontario,
has been soliciting replies to the question,
“Why I Am an Algoma Patron,” giving
double passes to any letters that he con-
siders worth while.

He has received a flock of letters which
tell why the theatre is liked and has pub-
lished some of these. He has also re-
ceived a number of valuable suggestions,
which he has carefully considered.

Laugh Powders Given for
“Clancy’s Kosher Wedding”

When the Hippodrome, Fort Worth,
Tex., played “Clancy’s Kosher Wedding,”
an F B O picture, a miniature prize fight
ring was constructed in the lobby and small
dolls, dressed as fighters, stools, towels,
buckets and sponges were used to carry
out the atmosphere.

Envelopes, each containing two capsules
of flour, were distributed at the theatre
and in department stores. Copy on the
envelopes read : “Read these, you’ll need
’em — laugh powders to ease your aching
sides when you have seen ‘Clancy’s Kosher
Wedding.’ ”

GOOD SCRAP BOOK IDEA

(Continued from first column)

What do you think of A. J.’s idea, ex-
hibitors? Do you want to keep the ball
rolling after he has started it? We are
strong for the idea, and if you are, we
promise Lukachie and the rest of you to
return your scrap books in exactly the same
condition in which they reach us. Most of
you have scrap books. Send them along.

We have reproduced one of Lukachie’s
ads on this page. This fellow, “Joe” pulls
some good stuff, and he is known by every
family in Camden. People watch for the
ads just to see what Joe is going to say
next.

50

EXHIBITORS HERALD

December 17, 1927

NEW PICTURES

In “New Pictures” the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions” and “Press Sheets” will be published each
week as an exhibitor service.

CAT AND THE CANARY, THE: Universal super mystery drama with
Laura La Plante, Creighton Hale, Forrest Stanley, Tully Marshall, Ger-
trude Astor, Flora Finch, Arthur Edmund Carew, Martha Mattox, George
Siegmann, Lucien Littlefield, Joe Murphy and Billie Engle. Directed by
Paul Leni. Length 7790. Released September 11.

TYPE AND THEME: When the relatives of Cyrus West , eccentric
millionaire , dead these twenty years, gather in his old mansion at midnight
to hear the reading of his will, they are frightened by the murder of the
lawyer and by the robbery of the famous West jewels from Annabelle
West, a distant relative, to whom the entire fortune has been willed. One
of the heirs, disguished in a hideous cat-like make up, is captured by Paul,
who is in love with Annabelle, and the mystery that baffled the relatives of
Cyrus West, who hung around for twenty years “like cats after a canary”
for his fortune , was solved.

CONEY ISLAND: FBO melodrama with Lois Wilson, Lucila Mendez,
Eugene Strong, Rudolph Cameron and William Irving. Directed by Ralph
Ince. Released January 13. Length

TYPE AND THEME: Tammany Burke , owner of a Coney Island roller-
coaster concession, is threatened with loss of his property by Hughey
Cooper, financial baron. Cooper plots to wreck the coaster but confides
the plot to Joy Carroll, who in turn reveals it to Bob Waimvright, a
millionaire play boy with whom she is in love but who, fascinated by Joan,
has taken a job ivith Tammany to be near the ticket window where she
works. Cooper’s gangsters are routed after a terriffic battle and Bob
realizing that Joan loves Tammany, goes back to Joy.

DEAD MAN’S CURVE: FBO melodrama with Douglas Fairbanks, Jr.,
Sally Blane, Charles Byer, Arthur Metcalfe, Kit Guard, Byron Douglas
and James Mason. Directed by Richard Rosson. Length 5511. Released
January 15.

TYPE AND THEME: When Vernon Keith, a young racing driver, is
unable to get financial backing for a motor he has invented, Ethel Hume,
daughter of the owner of a rival racing car secretly provides the needed
money. Marshall, an engineer and an unwelcome suitor of Ethel, plots
with Goober, Keith’s mechanic , to ivreck the car, but Goober double-crosses
him. .4 fake racer is wrecked and Goober pays Keith’s entry fee with
Marshall’s money. Keith wins the race and Ethel.

DESERT DUST : A Universal Western melodrama with Ted Wells, Lotus
Thompson, Bruce Gordon, Jimmy Phillips, Slim Cole, Sheriff Small, Dick
L’Estrange and George Ovey. Directed by Willy Wyler. Released Decem-
ber 18. Length 4349.

TYPE AND THEME: When Frank Fortune, owner of the Flying F
ranch and his crew are about to be sentenced to jail /or fighting with a
rival cattleman and his crew, Helen Matrsden, wealthy owner of a nearby
ranch, stops the proceedings and says she will “ reform ” them by kindness.
When they are paroled and sent to her ranch for reformation, they fight
two former criminals who are at the place being “ made good.” These
toughs plan to rob Helen but Frank learns of their plot, and saves the
money and Helen. They live happily ever after.

DRIFTIN’ SANDS: FBO Western with Bob Steele, Gladys Quartaro, Wil-
liam H. Turner and Gladden James. Directed by Wallace Fox. Length
4770. Released January 1.

TYPE AND THEME: Driftin’ Sands, a young wanderer, is hired as
head guard on the Aliso ranch, after the Wolf, a mysterious borderland
bandit, has threatened to kidnap the owner’s daughter, Nita. Benton, a

Your Classified Ad
Will Do the Work!

Exhibitors Herald has helped hundreds of Theatre
owners in solving many a problem. The classified ad-
vertising department has placed organists all over the
country, has helped in obtaining equipment, in selling
equipment, and in solving many another problem that
seemed difficult. The rates are but 5c per word, and
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vertised this week. The cost is small, the results are
great.

neighbor, accuses Driftin’ of being a spy of the Wolf and he is jcuiled
despite the protests of Nita, who loves the young stranger. On the night
of the Wolf’s raid, Nita releases Driftin’ and he exposes the Wolf as
Benton, after a battle ivith the band. Don Aliso asks Driftin’s forgiveness
and consents to his marriage to Nita.

GUN GOSPEL: A First National Western with Ken Maynard, Bob Fleming,
Romaine Fielding, Virginia Brown Faire, J. P. McGowan, Jerry Madden,
Noah Young, Tom Day, Bill Dyer and Slim Whitaker. Directed by
Harry J. Brown. Length 6288. November 6.

TYPE AND THEME: Granger Hume is a member of a gang that is
wanted for murder. He goes to a ball disguised, and meets Nancy Carrol,
sweetheart of the powerful and wealthy land ownei’, Badger Brogan, wham
he learns is planning to raid the neighboring ranches. He gives the alarm
and in a fracas ivith Brogan he is forced to practice “gun gospel,” killing
his adversary. Then the girl is his.

IRRESISTIBLE LOVER, THE: A Universal light comedy with Norman
Kerry, Lois Moran, Gertrude Astor, Lee Moran, Myrtle Stedman, Phillip
Smalley, Arthur Lake, Walter James and George Pearce. Directed by
William Beaudine. Length 6955. Released December 4.

TYPE AND THEME: Harrison Grey, a wealthy young bachelor who
has had various affairs with women, falls for Betty, the daughter of a
police sergeant; and everything goes along smoothly until Betty’s father
sees in the paper that Grey is to marry Dolly, a follies girl. Betty’s
brother, at the point of a gun, forces Grey to return and marry Betty,
which is just what Grey wanted to do anyhow.

LITTLE MICKEY GROGAN: FBO drama with Frankie Darro, Lassie Lou
Ahern, Jobyna Ralston, Carroll Nye, Billy Scott, and Vadim Graneff.
Directed by Leo Meehan. Length...- Released January 30.

TYPE AND THEME: Little Mickey Grogan, an orphaned waif of the
city streets, is befriended by Jeffrey Shore, an architect, who has deserted
his profession because of approaching blindness. In gratitude Mickey
introduces Jeffrey to his friend, Winifred, ivho sympathizes with the
young architect and decides to help him. With Mickey’s help she obtains
another opportunity for Jeffrey and after he has regained his confidence
and proved his worth an operation brings back his sight. He and Wini-
fred declare their love for each other and decide to care for Mickey and
his friend, Susan.

LONDON AFTER MIDNIGHT : M-G-M melodrama with Lon Chaney, Mar-
celine Day, Henry B. Walthall, Percy Williams, Conrad Nagel, Polly
Moran, Edna Tichnor and Claude King. Directed by Tod Browning.
Length Released December 3.

TYPE AND THEME: Roger Bal flour is supposed to have committed
suicide five years ago. Burke (Lon Chaney) a Scotland Yard detective
suspects that Bel flour’s supposed friend. Sir James Hamlin, who has cared
for Lucille and Harry, the dead man’s children, murdered Balflour, and also
suspects him of the murder of Harry, who is later found dead. By a
series of “hypnotisms” Burk proves the guilt of Hamlin, and Hibbs, the
former secretary of Balflour, who is in love ivith Lucille, marries her.

MAN’S PAST, A: A Universal drama with Conrad Veidt, Barbara Bedford,
Ian Keith, Arthur Edmund Carew, Charles Puffy, Corliss Palmer and
Edward Reinach. Directed by George Melford. Length 6135. Released
December 25.

TYPE AND THEME: After being taken from his cell to operate on
the warden who has suddenly been taken ill. Dr. Paul La Roche, ivho has
been sentenced to ten years imprisonment on the Isle of St. Noir for
putting to death one of his patients suffering with an incurable disease,
escapes to Algiers, where his life long friend. Dr. Henry Fontaine and his
sister Yvonne, take him in. When Dr. Fountaine goes blind from overwork.
La Roche takes his name in order to operate on several patients of Dr.
Fountaine’s. After his wonderful surgical work makes him a social lion
he falls in love with Yvonne, but is unable to tell her because everyone
thinks she is his sister. La Roche is identified as a convict; in his quandry
he tells Dr. Fountain, ivho shoots the accuser, Lieut. Destin, because Destin
threatens to expose La Roche if he is not given Yvonne. La Roche saves
Destin’s life, is pardoned for his original indictment, and marries Yvonne.

ONE GLORIOUS SCRAP: Universal Western with Fred Humes, Bob Mc-
Kenzie, Francis Ford, Dorothy Gulliver, George French, Cuyler Supplee,
Ben Corbett, “Pee Wee’’ Holmes, Dick L’Estrange and Scott Mattnaw.
Directed by Edgar Lewis. Length Released November 20.

TYPE AND THEME: Ralph Curtis, owner of a ranch that is just
about bankrupt because of continued drought, is being sought by Ezra
Kramer, local money shark who owns the only water -producing ranch, to
sell his property, and Kramer, hints that if his son Carl marries Joan,
daughter of Curtis, much better terms will be made. “Professoi” Parkin-
son, an alleged rainmaker, is in with Kramer, amd they are just about to
clean up on a fake rain-making machine, when it rains. Ralph’s ranch is
saved; and Larry , cowpuncher for him, is able to marry Joan, with
whom he has been in love all the time.

OPEN RANGE: A Paramount, Zane Grey, Western with Betty Bronson,
Lane Chandler, Fred Kohler, Bernard Seigel, Guy Oliver, Jim Corey, Buck

Connors and Flash, the horse. Directed by Clifford Smith. Length

Released November 5.

TYPE AND THEME: This is the story of one Tex Smith, a cowboy
who was good and knew it. He sees a picture of Lucy Blake, falls in love
with the subject, and determines to make her his wife. With an accusa-
tion of cattle rustling against him, he is able to square himself only by
saving the girl’s village from an Indian attack, by stampeding a cattle
herd into it.

SILVER VALLEY: A William Fox Western with Tom Mix, Dorothy Dwan,
Philo McCullough, Jocky Hoefli, Tom K^inedy, Lon Poff, Harry Dunkin-
son and Clarke Comstock. Directed by Ben Stoloff. Length 5009. Re-
leased October 2. . m

TYPE AND THEME : Tom Tracey, cowpuncher, builds an airplane and
on the trial flight wrecks part of the ranch and demolishes the auto of
Shelia, an author in search of “local color.” His attempt at flying causes
him to lose his job, and he gets elected Sheriff. When robbers hold up
the stage he is guarding, and abduct Shelia, Tom follows the gang and
battles ivith Lundy, giving Shelia a chance to escape Tom has picked up
an airplane and swoops doivn just in time to save Shelixi from a renewed
effort of the gang’s to carry her away. Curtain.

December 17, 1927

EXHIBITORS HERALD

51

PRESS SHEETS

AIR PATROL, THE (Universal): “The In-
quiring Reporter,” who asks five persons a ques-
tion each day, is a newspaper feature that is
widely read. Get the reporter to ask the question
“In view of the rapid increase in airplanes,
when and why, in your opinion, will it be neces-
sary to establish an AIR PATROL?” An ex-
planatory note by the editor saying the question
was suggested by film now being shown at the

theatre, should get the proper tieup.

Cut out arrows of compo board or some other
heavy base and paint them red, with lettering
reading "Watch Out for the AIR1 PATROL,” and
eee that these are tacked on telephone posts,
fences, etc., with the arrow pointing upward.

GET YOUR MAN (Paramount) : “Get your

man with..— dresses and make him take

you to see Clara Bow in GET YOUR MAN, now

playing at the - theatre,” is typical

copy for ads for window displays in dress shops,
hat stores, shoe stores, drug stores, etc. Co-
operate with the newspapers on a contest for
married women on the subject “How I Got My
Man.” As a tieup with the help wanted columns
of the newspaper or with employment agencies

use this copy : “The will get your

man, just as quickly as Clara Bow did in her
picture ‘GET YOUR MAN’ now playing at the

theatre.” Borrow some attractively

dressed wax figures for a lobby display and use
them with this copy : “Even a wax figure will
melt with laughter when Clara Bow gets going
in GET YOUR MAN.”

HAUNTED SHIP, THE (Tiffany-Stahl) : This
picture was sugested by the Jack London story,
“White and Yellow,” a tale of the sea. Tieup
with book stores, having them display the works
of London. Be sure to use stills and colored
lobby cards in advertising this picture. For a
good lobby display fix up the front of the house
to represent a part of a pirate ship, with row-
boats, fishermen’s nets, life preservers, rope,
windlass, binoculars, model sailing vessels, etc.
Hire the services of a man, dress him in a
sailor’s costume and have him wheel through the
principal streets a toy wagon with a small model
of a sailing ship placed on it. Either have
the sailor carry a card advertising the film, or
tack an announcement to this effect on the 6ides
of the wagon.

LONDON AFTER MIDNIGHT (M-G-M) : At-
tention is drawn in this press sheet to the three-
column cartoon caricatures drawn by Malcolm
Eaton, Albert Hirschfeld and Irving Hoffman,
which represent a novel method of publicising
films and players. Advance fashion styles are
shown in one and three column cuts, describing
a leopard coat and muff, a dance frock, a sports
creation, a wrap and a black and white ensemble.
The story is serialized in 31 chapters and is free
to exhibitors running the film. Chaney and
Marceline Day “Hobby Cartoons” may be used
in house programs ; on backs of letters, on throw-
aways, ads, etc. A cross-word puzzle is printed ;
and many good stills of Chaney in his role in
this picture should attract attention.

OPENING NIGHT, THE (Columbia) : Run a
contest to see who can design the most appro-
priate stage setting for this film, and the last
night of the showing construct the set suggested
by the winner. Tieup with women's shops, and
offer prizes to patrons who guess nearest the
attendance figures for the first showing of THE
OPENING NIGHT. Induce the local dramatic
club to put on a one-act play or skit of some
kind. Tieups with beauty parlors, drug stores,
or cosmeticians should read “We help you to
look your best when you attend an ‘Opening
Night.’ See THE OPENING NIGHT at the
theatre.”

SHEPHERD OF THE HILLS, THE (First Na-
tional) : A special roto supplement is ‘supplied
for helping the exhibitor to tieup with merchants
on this picture, and there is a very striking
24-sheet shown. This picture is from the famous
Harold Bell Wright novel of the same name, and
in all advertising this fact should be mentioned.
Print catch lines from the ad copy on book-
marks, page-cutters, book-covers, book-ends and
other novelties, and distribute them previous to
the showing of the film. Use a typical Ozark
hills’ panorama for the marquee and lobby. A
prologue can be staged by using any number of
pastoral settings and songs, particularly a ro-
mantic girl and boy duet. Get the clergy to
view this film and if their criticisms are favorable
print them in your daily ads.

SILK LEGS (William Fox) : Tieup with all
women’s stores on silk goods, perfumes, cos-
metics. etc. ; and if possible run a beauty contest
with the film. Thematic cue sheets are now given
with all Fox pictures. An idea for a lobby
display is a painted flight of eight steps, spelling

PRESS SHEETS, a new and
exclusive HERALD service,
offers to exhibitors the high-
lights of advertising and ex-
ploitation as presented in the
press sheets issued by the
com panies on each of their
releases.

IN THIS department also will
be offered reproductions of
the newspaper ads and other
ad sales which are created for
the purpose of aiding exhib-
itors in their daily task of
building patronage.

out the title one letter to a step, starting from
the top ; the letters are placed under each tread
and silk legs, or girls’ figures, are placed on
each step. A “whirligig,” a revolving clock-like
display composed of eight legs placed evenly from
the center of a compoboard support, with the feet

on the outer circumference, is suggested. Have
a music store display the songs that the thematic
cue sheet suggests for the picture, with the
announcement that these songs will be played
during the showing of this picture.

SPOILERS OF THE WEST (M-G-M): Use a
tepee and wigwam for lobby and marquee display
and dress ushers in Indian costumes. Chief Big
Tree, who plays the part of Red Cloud in the
film, posed for the radiator cap on the Pontiac
automobile. Still No. MGM-5460 shows him
astride the hood of this car in exactly the same
pose, therefore tieup with the local Pontiac
dealer. Run a school essay contest on the his-
tory of the Sioux tribe. Arrange with a sporting
goods store for a display of tents, cots, guns,
camping and hunting equipment. Use the copy,
“The Early American Pioneers were Mighty
Hunters — See their Conflict with the Indians in

‘Spoilers of the West’ now playing at the

theatre.” A jumbled word puzzle is shown.

TEXAS STEER, A (First National) : This pic-
ture stars Will Rogers, and every exhibitor
playing the film should use the “Will Rogers
Says” stories given in this press sheet as teasers,
and the review and special story about the pro-
duction which are also written by Rogers. Pull
off a rope-throwing contest, get the roto supple-
ment on the film, and tieup with Kellog’s Pep
cereal, the Hup Motor Corp. and Funk and
Wagnalls. Dress the doormen, cashiers, and
ushers in cowboy fashion, and make a duplicate
of the Capitol dome at Washington out of compo-
board for the box office. Print the “Will Rogers
Says” stories on postcards and send them to
everyone on your mailing list.

You Can Cut Up These Ad Mats to Suit

ABOVE are a few suggestions on what can he
done with Paramount ads, production mats and
teasers in this Press Sheet. These “revamp” ideas
prove what we have been saying for some time past
— that all Paramount mats can be cut up to suit.

ADS shown above are halftone, line and com-
bination -Depth of ads can be regulated by
handling type space to suit. Every ad in this book
is laid out with an eye to “revamping.” If you
don’t think they suit your particular needs, herc'9
the remedy. But advertise!

Evidence of the material provided by Paramount’s press sheet department
for “The Gay Defender” is given in the above. These ad mats are in a
number of sizes for the convenience of exhibitors.

52

EXHIBITORS HERALD

December 17, 1927

AVAILABLE ATTRACTIONS

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

My — Mystery

Where the picture is a comedy-drama, comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

Title

Players

New

Length Released Pictures

Columbia

Alias the Lone
Wolf (D).

Blood Ship, The (M)

By Whose Hand? (MyD)
College Hero, The (CD)
Isle of Forgotten

Women (D)

Opening Night, The (D)
Sally in Onr Ally (M)_

Stage Kisses (D)

Tigress, The (M)

-Lytell-Wilson

-Boa worth- Logan

■ Cortez- Gilbert

•Agnew-Garon

_5831 Aug. 22

-6843 -Aug. 10. — Dec. 3

-.6432 Sept. 16

-6628 Oct. 9

Warning, The (M)

.Tearle-D. Sebastian
.Windsor-J. Bowers-

.Mason-Alien

.Harlan-Chadwick

.Holt-Revier

.Holt-Revier

5645 Sept. 27-

Nov. 14

..Dec. 3

—5892 Sept. 3

6435 Nov. 2

—5357 Oct. 21

..Nov. 26 Dec. 3

Excellent

Back to Liberty Walsh-Breese 5980-

Bowery Cinderella (D)— . O’Malley-Hulette ——— .6900-

Broadway Madness De la Motte- Keith 6300-

Nest, The (D) Frederick-Herbert 7393-

Satan and the Woman.... Windsor-C. Keefe — 6900—

Stronger Will, The. Percy Marmont

—Nov. 10
—Nov. 1
...Oct. 1
— Aug. 1
...Dec. 20

Your Wife and Mine Phyllis Haver 5867 Sept. 1

FBO

Aflame in the Sky (M).„ Luden-Lynn

Bandit's Son, The (W) Bob Steele —

Breed of Courage (D)... Hanger

. 4765—
4910-

Boy Rider, The (W) .Buzz Barton 4858—

Cherokee Kid, The (W). .Tyler- Lynn
Chicago After Midnight

(M) Ince-Mendez

-4837—

...Dec. 18..
...Nov. 20...
— Aug. 7
...Oct. 23...
...Oct. 30—

...Dec. 10
—Dec. 10

—Dec. 3
-Nov. 26

Mar. 4

5701

Sept.

17

Jan.

13.

Dec.

17

5093-

Aug.

21

Dead Man's Curve (D)

KK1 1

15.

.....Dec.

17

— 4764

25

— 4770

1-

Dec.

17

Flying U Ranch,

The (W)

4913..

.Sept.

4

Gambler’s Game,

The (W>

30

Gingham Girl, The (C).— Lois Wilson. .

.6300.

Oct.

2...

....Nov.

26

Great Mail Robbery,

The (M) — Von Eltz-Ne!son_

Harvester, The (D) Orville Caldwell

Hook and Ladder

No. 9 (D) Ed Hearne.

In a Moment of

.6507...

-7014...

Aug. 15

—Nov. 23-

Jake the Plumber (Cl Jesse De Vorska

5186

Judgment of the
Hills (D)

Darro-Vnlli

... 6481

Legionnaires in

Paris (C) ..

. i

Little Mickey Grogan

(D)

.6515

...Jan. 30.

Mojave Kid, The (W)
Moon of Israel LHV

4924

..Sept. 25

6140— .

..Aug. 31

Ranger of the

North (D)

...4941

..Oct. 9—

Shanghaied (M)

6004

-Oct. 19...

Nov. 19
5240 -Nov. 13 Dec. 3

-Dec. 3

..Nov. 12
...Dec. 10
...Dec. 17

Title

Players

New

Length Released Pictures

First National

American Beauty (D) Billie Dove. 6333-

Breakfast at

Sunrise (CD) Constance Talmadge. 6042 Oct. 23

Camille (D) Norma Talmadge. 8692. Sept. 4

Oct. 9 Nov. 19

-Nov. 12

..Dec. 10

Chaser, The (C) — Harry Langdon —Feb. 12

Crystal Cup, The (D) Mackaill-Mulhall 6380 Oct. 16 Nov. 12

Drop Kick, The (D) Barthelmess 6802 Sept. 25

French Dressing (D) Lois Wilson Jan. 15-

Gorilla, The (My) Murray-Kelsey 7133 -Nov. 13-

— 6288 Nov. 6.

Jan. 8

TW» A

Z6524~.l-.Nov. 20-

-6712 Sept. 18

-Dec 18

Slingshot Kid, The (M)— .Buzz Barton-

South Sea Love (D) Patsy Ruth Miller—

Swith Shadow, The (D)..Ranger

When the Law Rides

(W) Tyler-Darro

Wizard of the

_4886—

.6388

_ 4892—

....Dec. 4...
..Dec. 10...
—Dec. 11.

.Dec. 3

Dec. 3

Dec. 10

.... .Nov. 12
Dec. 10

Saddle (W) Buzz Barton Jan. 22

First Division

Death Valley (W)

5900

Finnegan’s Ball (C)

67 KO

Love In a Cottage.

Merry Wives of Windsor.

Polly of the Movies....

. . . .6900..

Ragtime (D) -

... 6700..

Return of Boston

Blackie LD)

■Glenn-Palmer

-5700..

Say It With Diamonds Betty Compeon..
Tcmptations of a Shop
Girl Betty Compson

.Oct. 1
.Sept. 15
..Dec. 1

Dec. 15

.Nov. 1

Sept. 1 .Nov. 26

.Aug. 1
5900 Aug. 15

Gun Gospel (W) Ken Maynard

Helen of Troy (CD) Corda-Stone

Her Wild Oat (CD) Colleen Moore

Home Made (C) Johnny Hines

Life of Riley (C) Murray-Sidney

Love Mart, The Billie Dove—

( Previous title: Louisi-
ana)

Man Crazy (CD) Mackaill-Mulhall

Noose, The (D) _ Barthelmess

No Place to Go (CD) Hughes- Astor

Red Raiders, The (W)..„ Ken Maynard

Rose of the Golden

West (D) -Mary Astor

Sailors’ Wives (CD) Hughes-Astor

Shepherd of the ,

Hills (D) .Francis-O'Day Jan. 1—

Smile, Brother,

Smile (CD) Mulhall-Mackaill 6669 Sept. 11

Texas Steer, A (CD) Will Rogers — 7419 Dec. 4 ...

Valley of the _

Giants (D) -Milton Sills Dec. 11

-Dec. 10
...Nov. 26
—Dec. 17

—Dec. 3
-Nov. 26

.5542 JSTov. 27-

Jan. 29.

.6431 Oct. 30...

.6214 Sept. 4

.6477-

...Oct. 2-
..Jan. 22

—Nov. 26
—Dec. 10
Nov. 12

.....Nov. 19

Dec. 8

-Dec. 8

Fox

Arizona Wildcat,

The (W) Tom Mix —

Blackjack (W) Buck Jones

Blood Will Tell (W) Buck Jones

Branded Sombrero, The

(W) Buck Jones —

"Cameo Kirby (D) — John Gilbert

4665 Nov. 20 .Nov. 19

4777 Sept. 25

4556 Nov. 13. Nov. 18

— Jan. 8

-6078 Aug. 28

—5333 Aug. 14

Chain Lightning (W) Buck Jones.

Come to My House OUve Bor(Jen ,Dec. 25

EaSMeSid(D)^CSt O’Brien-Valli 8154 Oct. 9

$5J)00 Reward (W) —.—Tom Mix - —Jan. 15

Gay Retreat, The (C) Cohen-McNamara 5524 Sept. 25

G«1 in n?very P°rt’ Victor McLaglen Jan. 29

A (CD) -phipps-Stuart 5515 Oct. 16

High School Hero (C)..

Holiday Lane

♦Honor First (D) -

J°y. Girl, The <CD> ■-•/'"Virginia Valli 5599 Nov. 20. — Nov. 19

Ladies Must Dress (CDI-g"^, Rio

Jan. 22

Olive Borden 6162 Sept. 18

Loves of Carmen (D) voiH

Paid to Love (D)

Pajamas (CD) .

Publicity Madnesg CCD) -Mo^nd^we - 10726 ^ ^

Jm? <R> John Gilbert. 5467 -Nov. 27 .Nov. 26

SShaarpesfcs"ZZZZZ:0-Brien Moran — - Jan. IB

Silk TomeM?xU _ L'”.“Zl".'6009..“.ZOot: 2— Dec. 17

Borden-Gray

-8538 Sept. 4

—6898 -Aug. 4

„5876 Oct. 28

.5893 Oct. 2

6293 Sept. 11

5620 Nov. 6 Nov. 12

Two Girls Wanted (CD)-Janet Gaynor-

Very Confidential (CD). .Madge Bellamy.

What Price Glory (CD)-McLaglen-Lowe 11109— Aug. 28

Wizard, The (MyD). Lowe-Hyams ------ *>ec. LL

Wolf Fangs (D) .Thunder (dog) 5531 Nov. 27

Woman Wise .Russell-Collyer - Jan. 8

Gotham

Bare Knees (D) Mae Busch

Blondes by Choice (C)— Claire Windsor _

Cheer Leader, The (CD)-Graves-Olmsted —

'Frisco Nights (D)— ..... Percy Marmont
Previous title : Fruit

of Divorce „ , ,,

Girl from Rio, The (D).. Carmel Myers
Rose of Kildare,

6000 Feb. 1

6987 Oct. 1

5800 Nov. 15

6200 Dec. 1 -Dec. 10

-5950..

—Sept. 1 Nov. 26

TThe (D) - -.Helene Chadwick 6700 Aug. 15 — -N°v- J®

Satin Woman, The (D).„. Mrs. Wallace Reid 6750 Aug. 1 Nov. 19

United States Smith (D)..A11 Star Cast. 7000 Jan. 1

Metro-Goldwyn-Mayer

Oct. 16

Adam and Evil (CD) — Cody-Pringle

Adventurer, The (W) Tim McCoy

After Midnight (D) Shearer-Gray

Annie Laurie (D) Lillian Gish

Becky (CD) Sally O’Neil

Ben Hur (M) Ramon Novarro

Big City (D) Lon Chaney.

Big Parade, The (M).-.Gilbert-Adoree

Body and Soul (D) Kerry-L. Barrymore

Bridal Night, The (D).„. Norma Shearer —

...6667 Aug. 27

-4709 -Dec. 10

-6312 Aug. 20

-8730 Sept. 17

-6489 Nov. 12 Nov. 86

-12000 Oct. 8 Nov. 12

-12550. Sept. 10

-5902 Oct. 1 Nov. 26

.Dec. 81

December 17, 1927

EXHIBITORS HERALD

53

Title

Players

New

Length Released Pictures

Bugle Call, The (D) Jackie Coogan 5821 Aug, 6

Buttons (CD) Jackie Coogan 6060 Dec. 24

Certain Young Man

A (D) Novarro-Adoree Sept. 24

Cossack, The (D) ..John Gilbert.

Divine Woman, The (D)..Garbo-Hanaon _

Fair Co-ed, The (CD) Marion Davies _

Foreign Devils (W) Tim McCoy

Garden of Allah,

The (D) Terry-Petrovitch

His Night (D) Novarro-Adoree

Law of the Range,

The (W)

(Previous Title-. The
Texas Ranger)

London After Midnight

<D>

Jan 14

6408 -Oct. 16. Nov. 19

4668 Sept. 8

.8166 Nov.

... McCoy-Crawford

-Lon Chaney —

...Dec.

Sally O’Neil

(Previous title: London
After Dark)

Lovelorn, The

Man, Woman and

Sin (D) John Gilbert —

Mockery (M) Lon Chaney —

(Previous title: Terror)

Patsy, The (CD) Marion Davies.

Quality Street (D) Marion Davies

[toad to Romance, The

(D) Novarro-Day —

Rose Marie J. Murray-Crawford.

Spring Fever (C) William Haines

Spoilers of the West

(W) Mc-Coy-Daw

Tea for Three (C) Cody-Pringle

Thirteenth Hour,

The (D) Lionel Barrymore

West Point (CD) Haines-Crawford

Paramount

Adventure Mad (M) UFA -

Barbed Wire (D) Negri-Brook

Beau Geste (M) — Colman-N. Beery

Beau Sabreur (M) ....Cooper-Brent

.6280 Nov.

.7193 Jan. 28

.6681.

.6280 Dec.

Beauty Doctor, The Adolphe Menjou

Big Sneeze, The (C) Beery-Steriing

Chang (D) (Jungle Life)

City Gone Wild

The (M) - Meighan-Millner

•Covered Wagon,

The (M) ■ ■■—Kerrigan- Wilson

Doomsday Vidor-Cooper

Feel My Pulse Daniels-Arlen

_ 6262 Nov,

Jan. 21

Mar. 31

..6951 Sept. 10

..9879 .Aug. 1

Jan. 7

Mar. 24

7

29 Nov. 26

3.

..Dec. 17

17

19...

...Dec. 3

IS

28

24

22

.Nov. 12

10

10

26—

....Dec. 8

Fireman Save My
Child (C).

-Beery-Hatton

Gay Defender, The (CD). Richard Dix
Gentlemen Prefer

Blondes (C)

Gentleman of Paris,

A (CD).

Oct. 8

.6536 Sept. 3

.5408 Nov. 12

.7447 ..Aug. 6

Feb. 18

Feb. 25

..5399 .Aug. 1

Dec. 10 Nov. 12

28 Dec. 10

Get Your Man (CD) —

Glory Girl, The (GD)

Honeymoon Hate (CD).

Honky Tonk (M)

Hula (CD)

Jesse James (D)..

Last Waltz, The (D) —
Legion of

Condemned, The.

Love and Learn

Mmc. Pompadour (D).

Metropolis (D)

Nevada (W)

Now We’re in
Dutch (C).

K927

...Oct. 15

58*9

.Esther Ralston

.Florence Vidor

...6415.

George Rnnrn-oft - r

—Neb. 25

.Row-Rrnnlr ,,,,, ,

_ 5Rfi2

.Esther Ralston ..

.Fred Thomson

... 8656.—

Oct. 22

.Emil Jannings

.Special Cast

.6940

.Wray- Cooper ,

Ralston-Chandler ...

.Moreno-D. Gish

7180

— Aug. 18....
Aug. 13

.Special Cast

. ...8039

.Cooper-Todd _

.. —6258

-Sept. 10

.Beery-Hatton

Old Ironsides (D) Beery-Bancroft-Farrell-

Ralston

One Woman to

Another (CD) Vidor-Shotwell

Open Range (W) Lane Chandler

Partners in Crime (C) Berry-Hatton

Peaks of Destiny UFA

Pioneer Scout, The (W).. Fred Thomson

Red Hair (CD) Bow-Rogers

Road to Glory, The (D).Jannings-Brent.

Rough Riders, The (D) Astor-Farrell

Running Wild (C) Fields-Brian

Santa Fe Scout,

The (W) -Fred Thomson

Secret Allah, The

Secret Hour, The (D)__ Negri-Hershoit — ~—

Serenade (D)__. — — Menjou-Wray

Service for Ladies (C) — Menjou-Carver

Shanghai Bound (D) Dix-Brian

She’s a Sheik (C) — Bebe Daniels

Shootin’ Irons (W) Luden-Broneon

Soft Cushions (C) MacLean-Carol

Speedy (C) — Harold Lloyd

Spotlight, The ( CD ) Ra 1 b to n - H a m 1 1 1 o n

Street of Sin (D)..,- . Jannlngs-Wray

Stark Love (D) Special Cast

Swim, Girl, Swim (CM)-.Daniels-Hall

Tell It to Sweeney (C)_Conklin-Bancroft

Tillie’s Punctured Ro-
mance Fields-Conklin

— Jan. 14

Mar. 3

-.4022 Sept. 24

Nov. 5

— -Mar. 17

... Jan. 28

Jan. 21 Dec. 10

— .Mar. 3

...8443 Oct. 1

-.8368 -Aug. 20

_ Jan. 21

...8194

... -Dec. 24

„ Dec. 31

...6170 Aug. 6

...6516 Oct. 16

...6015 Nov. 12

_5179 Oct. 8

...6838 Aug. 27

Mar. 3

Nov. 19

Dec. 10

-6203 Sept. 17

.6124 Sept. 17

-.6006 Sept. 24

Title

Players

Now

Length Released Pictures

Pathe

Angel of Broadway,

The (D)

Bom to Battle (W)„.

Chicago (M)

Combat (D)

Country Doctor, The (
Cowboy Cavalier (W)...
Desert of the Lost,

The (W)

Devil’s Twin, The (W)
Discord (D)

Dress Parade (D).

— Reynolds

Leatrice Joy-

. . 6555 Oct. 3

Buffalo Bill. .Tr

... Jnn. 8

Leatrice .Toy.

Feb. 20

>)..Maloney-E. Gilbert.

Bill Oodv , ,,

5326 Aug. 28

4875 Sept. 11

— Phyllis Haver

— Walsh-Adams ...

.5100 Oct. 23

l)..Schildkraut.

. 740ft Ang. 22

Buddy Roosevelt

5426. -Jan. 29

— Walley Wales— ...

. 4933.. ..Dec. 18

— Leo Maloney

.6468— .Dec. 11

.Dagover- Ekman

8586 Nov. 20

— Bovd-Love ...

[)..La Roque-Haver

—Monty Banks

7972 Aug. 29

,__6403 .Dec. 5

Nov, 19

— Jetta Goudal— 6668 Nov. 7 Nov. 12

_Prevost-Ford

..Bill Cody

...Gosta Ekman

..Harold Lloyd-

Flying Luck (C)

Forbidden Woman,

The (M)

Girl in the Pullman,

The (C)

Gold from Weepah(W)...

Golden Clown, The (D)„.

•Grandma’s Boy (C)...

Harp in Hock, A (D) Rudolph Schildkra

His Foreign Wife (D) Edna Murphy—

Hidden Aces (M) Hutchieon-Calhoun

Hoof Marks (W) Jack Donovan

Interferin’ Gent,

The (W) Buffalo Bill, Jr.

Laddie Be Good (W) Bill Cody

Land of the Lawless,

The (W) Jack Padjan

Leopard Lady, The (M).. Logan-Hale

Let ’Er Go

19

Gallegher! (M)

Main Event, The (D)...
My Friend from

India (F)

Obligin’ Buckaroo,

The (W)

On to Reno (D)

Perfect Gentleman,

A (C)

Phantom Buster, .

The (W)

Pieces of China

Ride ’Em High (W)

Roarin’ Broncs (W)

Rush Hour, The (C)

Stand and Deliver

Soda-Water Cowboy,

The (W)

Turkish Delight (C)

Walking Back (M)

What Price Beauty

(CD)

White Pebbles (WD)

Wise Wife, The (C)

Wreck of the Hesperus,
The (M)

.Junior Coghlan—
.Reynolds-Delaney .

.Pangborn-Fair

.Buffalo Bill. Jr

.Prevost-Landis

5867-

Oct. 31..

49fift

— ...7913..

4750..

Dec. 11

5990..

4890..

—..Oct. 10—
. -Nov. 27

..Nov. 12

.4620..

-Aug. 7

4076_

Nov. 13

4864..

Aug. 21

-4131-

6472..

4575..

—Oct. 16

Monty Banks..

Jan. 2

5626 Jan. 16

Roofievelt- Rayford ..
.(Travel in China)..

.Buddy Roosevelt.

.Buffalo Bill, Jr

.Prevost-Ford

.Rod La Rocque.

.Walley Wales

.Schildkraut-Faye

.Vera Reynolds

.Nita Naldi

.Walley Wales

.Haver-T. Moore.

.5000 Aug. 14

.6000 -Aug. 7

.4542 Oct. 9

.4375 Nov. 27

Dec. 12

Mar. 12

.4546 Sept. 25

.5397 Nov. 11

Mar. 26

.Hale-De Grasse...

Jan. 22

.4485 -Sept. 4

.5610 Oct. 24 Nov. 19

—Oct. 81

Rayart

-Price-Lewis

Garon-Agnew —

Bowers-Rand

Casey Jones (CD)

Heart of Broadway,

The (D)

Heroes in Blue (M)_

Law and the Man,

The (D) Santschi-Brockwell

On the Stroke of

Twelve (M) D. Torrence

Wanderer of Hie

West, A (W) Tex Maynard

Wild Bom (W) Tex Maynard

Jan.

Jan.

Nov.

Dec.

Nov.

Nov.

Dec.

Sterling

Burning Up Broadway

(D) H. Costello-R. Frazer. —

Marry the Girl (CD)

Outcast Souls (D) Lewis-Bonner

Pretty Clothes (D) J. Ralston-Walker

Stranded (D) Mason-Wm. Collier, Jr..

Jan. 30 Dec. 3

"5400— —Dec. 16 Nov. 12

.5500 Oct. 15

Aug. 16

Feb. 18

Traveling Salesman

Two Flaming

. Dix-Stedman

.Feb. 11

Air Patrol, The (W)..._
Alias the Deacon (CD).

..Al Wilson

..Hersholt- Marlowe

Jan. 1

Jan. 22

6869.

Under the Tonto Rim....

. Arlen-Brian

Feb. 4

Back to God’s

Country (D)

Border Cavalier,

The (W)

a 1 -r-.

rv

Underworld (M)

«.Bancroft-Brent -. ..

7453

— Oct. 29

Way of All Flesh,

The mi

Oct. 1

Sept. 3

..Humes-Pierce

4427-

Sept. 18

We’re All

Gamblers (D)..

-Meighan-Millner

5935...

Buck Privates

Call of the Heart,

The (W)

Lya De Putti

Nov. 6

Wife Savers (C)

. Beery-Hatton

■—

Woman on Trial (D)

-Pola Negri

5960..

—Oct. 29

Cat and the Canary,

The (My)

..La Plante -

7790.

Sept. 11

Girl from Gay Paree,

The (F)

Haunted Ship,

The (M).

Tiffany-Stalil

. Sherman-Bedford

Lightning (W)

Night Life (CD)

Once and Forever (D).
Streets of Shanghai

(RD)

Wild Geese (D).

_ Sebastian-M. Love

_J. Ralston-R. Fraser...

-Day-Harron

-Patsy Ruth Miller

.5233 .Sept. 15 — Nov. 1®

Dec. 1

-Starke-Harlan

..Belle Bennett ...

..6049 Dept. 1

.6235 Nov. 1 Dec. 8

.6639 Oct. 16 Nov. 12

Dec. 16

.6448 Nov. 15

Woman Against the

World (D) Olmstead-Ford

Women’s Wares (D) Brent-Lytell ....

Jan. 1

.5614 Oct. 1_

— Nov. 12

Universal

54

EXHIBITORS HERALD

December 17, 1927

Title

Players

New

Length Released Pictures

..Compson-Harland

..Nixon-Turner

Ted Wells

Sidney

"Ted Wells

..Dynamite

Cheating Cheaters (C)

Chinese Parrot, The

(MyD)

Clean Up Man, The

(W)

Cohens and Kellys

in Paris (C)

Desert Dust (W).

Fangs of Destiny (W)...

Fearless Rider, The

(W) ..Fred Humes

Finders Keepers ( CD) 1 -aura La Plante ..

Foreign Legion (D) Kerry-Stone.

Calloping Fury (W) Hoot Gibson

Hero for the Night, A... -

Hey, Rube — Hoot Gibson.

Irresistible Lover,

The (CD) Kerry-Moran

Jazz Mad (D) Hersholt-Nixon .....

Les Miserables (M) Gabrio-Toulont

Lone Eagle, The Kent-Keane _..

Man Who Laughs, The Veidt-Philbin.

Man’s Past, A (D) Veidt-Kent

Mile-a-Minute-Love (C).-Denny-Kent
One Glorious Scrap...

Out All Night (C)

Painted Ponies (W)..„

Paris or Bust (C)

Silk Stockings

Sky High Saunders..

...5623 Oct. 9 Nov. 26

...7304 Oct. 23 Nov. 26

Dec. 18

Jan. 1

Dec. 18 Dec. 17

- .Dec. 4

—Jan. 15

Feb. 5

...5503 Nov. 20

...5711

6958 Dec. 4 Dec. 17

-.7713 Oct. 23

...5862 Sept. 18 .Nov. 12

6135 Dec. 25 Dec. 17

Straight Shootin’ (W).
Thirteenth Juror,

The (D).

13 Washington Squar

Three Miles Up

On Your Toes (C)

Wild Beauty (CD)

Wild Blood

Wolf’s Trail

Nov. 20..

....Dec.

17

6170..

5416..

19

6166...

19

4393...

6305..

3

Wells

Oct. 16

Bushman-Nilsson

5598..

3

e....Jean Hersholt.

4041

Sept. 4

JSTov. 27

Denny-Worth

...Rex

5192..

Rex.

Dynamite, the dog

4167...

Oct. 2

United Artists

Circus, The Charlie Chaplin

College (C) Keaton-Cornwall 5900 Sept. 10

Devil Dancer, The Gilda Gray

Douglas Fairbanks as

the Gaucho Fairbanks

Dove, The (M) Norma Talmadge - Jan.

Drums of Love Mary Philbin Jan.

Garden of Eden, The _C. Griffith-Ray — Nov.

Title Players Length Released Pictures

Magic Flame, The (M) Colman-Banky 8550 Sept. 24

My Best Girl (M) Mary Pickford Nov.

Ramona (D) Del Rio Jan.

Sadie Thompson Gloria Swanson —Dec.

Sorrell and Son —Warner-Nilsson Nov.

Tempest (M) John Barrymore Dec.

Warner Brothers

Across the Atlantic Blue-Murphy Feb. 25

Beware of Married

Men Irene Rich. ..._ Jan. 14

Brass Knuckles (D) Blue-Broneon -.6330 Dec. 3

Broadway Kid, The Jessel-Ferris Sept. 10

Bush Leaguer, The

(CD) Monte Blue 6281 Aug. 20

City of Sin, The Loy-Miljan-Wong

Desired Woman, The

(M) Irene Rich 6408 Aug. 27

Dog of the Regiment,

A (M) Rin Tin Tin . — - 5003 Oct. 29

First Auto, The Oldfield-Miller 6767 Sept. 18

Fortune Hunter,

The (C) Syd Chaplin 6639 Nov. 7

Girl from Chicago,

The (M) ..._ Nagel-Loy 5978 .Nov. 5

Ginsberg the Great (C)....Jessel 5390 -Nov. 26

Glorious Betsy Dolores Costello.

Good Time Charley (D)....01and-H. Costello — 6302 Nov. 12

Ham and Eggs at the

Front (C) Wilson-H. Conklin .Dec. 24

Husbands for Rent. All Star .Dec. 31

If I Were Single McAvoy-Nagel Dec. 17

Jaws of Steel (D) Rin-Tin-Tin -5569 Sept. 17

Jazz Singer, The A1 Jolson

Lion and the Mouse, The MeAvoy-L. Barrymore

Little Snob, The May McAvoy Feb. 11

Missing Link, The (C Syd Chaplin 6485 Aug. 7

Old San Francisco (M) D. Co6tello-01and 7961 Sept. 4

One Ronnd Hogan (M) Monte Blue 6357 Sept. 17

Powder My Back (C) Rich-Ferris Mar. 10

Race for Life. Rin-Tin-Tiri Jan. 28

Reno Divorce, A (D) May McAvoy 5492 Oct. 22

Rinty of the Desert Rin Tin Tin-Ferris-Nye

Sailor Izzy Murphy (F).... George Jeesel 6295 Oct. 8

Sailor’s Sweetheart,

A (C) Fazenda-C. Cook 5685 Sept. 24

Silver Slave, The (D) Rich-Ferris 6124 Nov. 9

Slightly Used _McAvoy-Nagel 6412 Sept. 3

Tenderloin Dolores Costello

When a Man Loves (R)„Barrymore-D. Costello ....10081 Aug. 21

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

A Job for “Davy”

SALMON, IDAHO.— To the Editor:
I see that “Davy” Crockett explains
that Nashwauk is an Indian settlement
and that Davy’s forbears had a hand in
scalping the “injuns” in the big West.
Think we exhibitors had better give
Davy a tommyhawk and a can of red
paint and sick him onto the big chiefs
in New York who take our lives with
the split system, and see if Davy can’t
get a scalp lock or two — but shucks, I
suppose those swivel-chair-big-medicine-
men don’t have a scalp lock — they are
bald headed from figuring how to
squeeze out the last drop of blood from
us long suffering whites.

A salesman yesterday carefully ex-
plained to me that on the split system
the exhibitor was only going 50-50 with
the producer. Our guarantee in advance
was only an act of good faith. Whew!

Funny wrinkles those bald headed ea-
gles in New York get in their brains —
pretty soon they will tell us they are
doing us a distinct favor by allowing
us to show their plays and that we ought
to hand over all the gate receipts as
it belongs to them.

Anyhow, I nominate “Davy” Crockett
as big father to the whites to make war
on the percentage Indians. Do I hear

a second?

Your percentaged - to - death - friend. —
Philip Rand, Rex theatre, Salman, Idaho.

THE MOVING PICTURE THEATRE
MANAGERS INSTITUTE

Offers Its Courses in

THEATRE

MANAGEMENT

TRAINING IN

ADVERTISING

EXPLOITATION

SERVICE

THEATRE TECHNICS
MANAGEMENT

Intensive training by a staff of expert
instructors in modern theatre business
combined with the art of showman-
ship.

Big opportunities in the theatre field
for trained men.

Winter session begins Jan. 16th, 1928.
Applications for enrollment now.

SEND FOR CATALOG

MOVING PICTURE THEATRE
MANAGERS INSTITUTE, INC.

135 West 44th Street New York City

Pathe to Issue
Cartoonist and
Authors Series

S. Barret McCormick, editor of Pathe
Review, has obtained some unusual fea-
tures for the coming year’s novelties.
Fontaine Fox, creator of the “Toonerville
Trolley,” the Skipper, Aunt Eppie Hogg
and other cartoon characters, is shown
in the Pathe Review in issue No. 1 of
the 1928 series.

Other famous cartoonists will be in-
terviewed later on and they will be
treated in the same way as Fox was
in the first one, which caught him at
home with his two daughters and his
wife, and showed him playing golf, and
working in his studio.

Famous English and American authors
will be featured in the same manner, the
first of whom will be seen in issue No. 3,
which will show Charles Francis Coe,
author of “Me, Gangster.” In this, Coe
is seen writing at his home, and boxing
with his protege, Ernie Schaaf.

Butterfield Theatres
Announce New Houses

( Special to the Herald)

DETROIT, Dec. 13. — The new Michigan
theatre at Ann Arbor will open January 5,
the formal opening at the Capitol at Flint
will take place January 19, and the Grand
at Grand Haven will be opened sometime
in January. These are all Butterfield
houses.

With the new theatres completed and the
acquisitions that are now being consum-
mated the circuit will consist of 85 thea-
tres, all of them in Michigan.

December 17, 1927

EXHIBITORS HERALD

55

CLASSIFIED
Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized National Classified Advertising Medium

For Sale

CUTS. We design and make distinctive trade
cuts. Two sizes, $10.00. Address Eagle Service,
3197 Plankinton Bldg., Milwaukee, Wis.

A REPRODUCO organ, slightly used, 25 rolls.
One half price. Address Liberty Theatre, Dela-
van, Illinois.

SIMPLEX mechanism in perfect condition.
Quick sale for $150.00. Address Jordan’s Photo
Service, Unadilla, N. Y.

FOR SALE— CIRCUS BLEACHER SEATS,
always a few hundred sections on hand. Five
to ten tiers high. New and used. Can be used
out or indoors. Made by experienced circus peo-
ple. We also rent Seats for all purposes. Penn
Bleacher Seat Co., Inc., 1207 West Thompson
St., Philadelphia, Pa.

Theatre For Sale

FOR SALE or lease only theatre in town of
1729, newly decorated fully equipped, new mus-
ical instrument. Should see to appreciate. Ad-
dress Box 223 Exhibitors Herald, 407 S. Dearborn
St., Chicago, Illinois.

Theatre Wanted

WANTED TO LEASE — Theatre in good town
under 10,000 population. State all in first letter.
Address Box 224, Exhibitors Herald, 407 S.
Dearborn St., Chicago, Illinois.

Stationery

NEARGRAVUREMBOSO Process printed sta-
tionery, distinctive, special 250 letterheads and
envelopes type embossed $5.55 cash, postpaid.
Samples. Address Sollidays, Knox, Indiana.

Position Wanted

THEATRE ORGANIST — Experienced on all
makes. Go any place. Mabel Young, Plaza Hotel,
North Ave. and North Clark St., Room 212-B,
Chicago, 111.

ORGANISTS thoroughly trained and experi-
enced in theatre work. Men and women now
ready for good positions. Union or nonunion.
Write salary and other data. Address, Chicago
Musical College, 64 E. Van Buren, Chicago.

LOBBY DISPLAY man would like to get lo-
cated in smaller city. Now employed, lobby dis-
plays, window cards, snappy work. Write or
wire F. Gardner, 5115 Montgall, Kansas City, Mo.

_ THEATRE MANAGER— Publicity, Exploita-
tion, Executive, Buyer and Booker. Fifteen years
experience from exchange to theatre. Formerly
exploitation manager West Coast Langley Circuit.
References the best. No alibi artist. Have per-

sonality and initiative. Not a rubber stamp or
school graduate. Age 36, Married. No booze.
If you need an all around man. I can deliver.
Address Fred McCoy, Landers Theatre, Spring-
field. Missouri.

ORGANIST— PIANIST— (MALE) open for
steady position for New Year, small city pre-
ferred, fifteen years general theatrical experience
great improviser, cue pictures perfectly, Capable
Manager and Sign painter, Thoroughly reliable,
highest testimonials, Married. State particulars,
salary. Address “Organist” Apt. 7, 624 Washing-
ton St., Buffalo, N. Y.

Young lady with eight years stenographic and
general office experience in Film exchange, wishes
position in Chicago as manager or district man-
agers secretary. Address Box 225, Exhibitors
Herald, 407 S. Dearborn St., Chicago, Illinois.

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new Reproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complete list.
2,100 chain theatres operating from 2 to 150 thea-
tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 1 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

HIGH GRADE, GUARANTEED USED
EQUIPMENT at very reasonable prices. All
makes of motion picture machinery such as Sim-
plex, Powers, Motiograph projectors, Powers high
intensity arc lamps, compensators of all kinds,
motors, and Mazda regulators. Also first class
overhauling done on all kinds of motion picture
equipment. An inquiry will bring a prompt quota-
tion. It pays to investigate. Address Joseph
Spratler, 12-14 E. 9th St., Chicago, 111.

BARGAINS — Pre-Inventory Sale — Bargains. We
have a very excessive stock accumulated in our
warehouse of theatrical equipment which must be
reduced, consisting of rebuilt projectors and gen-
erators, upholstered and veneered theatre chairs
in new and used, and other equipment. This
equipment must be disposed of before the first of
the year at very reasonable prices in order to
reduce our inventory. Write us your needs. Ad-
dress Illinois Theatre Equipment Co., 12-14 E.
9th St., Chicago, 111.

THEATRE Equipment bargains. Anything you
need, we have it. Big savings. Send for litera-
ture. Address Western Motion Picture Co., Dan-
ville, Illinois.

BARGAINS: Machines. Simplex. Power. Mo-
tiograph. Graphoscope. Zenith. Edison. Theatre
and road show equipment and films. Lists free.
Address National Equipment Co., 409 W. Michi-
gan St., Duluth, Minn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes. Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
eta. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Equipment For Sale

56

EXHIBITORS HERALD

December 17, 1927

BOX OFFICE TICKER

°lhe HERALD System for determining
the definite attraction values
of Motion

ures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Ben Hut (MGM) ...... 96.50%

i>o Man's Gold (.Fox) .,..79.7—%

The Iron Horse (Fox) 7 8.6I70

The Mysterious Rider (Par) 77.707 0

Laddie (FRO) 76.80 y0

Irene (FIN) - —.76.75%

Chip of the Flying U (U) - — 75.60%

The Great K. and A. Train Robbery (Fox). .74.80%

Rookies (MGM) - - 74.52%

keeper of the Bees (FBO) 74.33%

The Cohens and Kellys (U) 74.28%

The Vanishing American (Par) 73.95%

Tell It to the Marines (MGM) 73.47%

Naughty but IN ice (FIN ) — -73.28%

The Winning of Barbara Worth (UA) 72.60 %

The Calgary Stampede (U) - - 72.54%

Hills of Kentucky (WB) 72.46%

The Last Trail (Fox) - 72.40%

The Phantom of the Opera (U) 71.90%

Arizona Sweepstakes (U) ................ ...71.42%

The Magic Garden (FBO) 71.34%

Tillie the Toiler (MGM) - 71.14%

The Volga Boatman ( PDC) — 70.68%

The Gorilla Hunt (FBO) 70.64%

Johnny Get Your Hair Cut (MGM) 69.64%

The Bat (UA) - 69.47%

Slide, Kelly, Slide (MGM) 68.97%

The Gentle Cyclone (U) 68.81%

It (Par) - 68.52%

Ella Cinders ( FN ) - — — 68.46%

The Sea Beast (WB) - 68.45%

The Son of the Sheik (UA) 68.09%

Don Mike (FBO) - 67.95%

The Man on the Box ( WB) — - .67.70%

Mr. Wn (MGM) - 67.70%

The Tough Guy (FBO) -..67.68%

Tarzan and the Golden Lion (FBO) 67.64 /o

The Scarlet West (FN) - -67.40%

Man of the Forest (Par) -

The Kid Brother (Par) - 66.90%

The Last Frontier (PDC) 66.78 f0

The Midnight Kiss (Fox). — - - 66.70%

The Campus Flirt (Par) — — 66.60%

The Four Horsemen (MGM) 66.50%

Flesh and the Devil (MGM) — . 66.25%

The Phantom Bullet (U) — — 66.23%

The Quarterback (Par) - 66.15%

The Black Pirate (UA) - 66.04%

Sen or Daredevil ( FN) — 65.88%

Casey at the Bat (Par) — 65.81%

Babe Comes Home (FN) — — 65.72%

The Unknown Cavalier (FN) — 65.66%

Three Bad Men (Fox) — 65.60%

Let’s Get Married (Par) - 65.00%

The Devil Horse (P) 64.82%

Desert Gold ( Par) — .64.81 /o

The Limited Mail (WB) 64.70%

Sea Horses (Par) — 64.63%

His Secretary (MGM)... — .... — 64.50 /o

The Night Cry (WB) %

Across the Pacific (WB) 64.06%

For Heaven’s Sake (Par) 64.00 /o

Corporal Kate (PDC) 63.83%

Up in Mabel’s Room (PDC) 63.81 /o

We’re In the Navy Now (Par) - 63.70 /o

Frisco Sally Levy (MGM) - 63.45 /0

Skinner’s Dress Suit (U) 63.42 /0

Hands Across the Border (F*BO) — 63.40 /o

Canyon of Light (Fox) 63.23 /p

The Overland Stage (FN).. - 63.08 /0

While London Sleeps (WB) 63.00 fp

The Man in the Saddle (U) .62.85 /0

Little Annie Rooney (UA) - 62.83 /0

Tin Hats (MGM) - - *2.82%

Lone Hand Saunders (FBO) 62.71 /0

Land Beyond the Law (FN) 62.20 Jp

Brown of Harvard (MGM) 61.96 Jp

The Scarlet Letter (MGM) - 61 *94 1?

Heaven on Earth (MGM)...- - 61.91%

A Regular Scout (FBO) - 61.36%

War Paint (MGM) 61 .17 Jp

The Two Gun Man (FBO)...- — 60.85%

His People (U) - - 60 70%

California Straight Ahead (U) - 60.63 Jp

Sweet Daddies (FN) — 60.55%

Twlnkletoes (FN) - 60.50%

Behind the Front (Par)

.60.35%

Tramp, Tramp, tramp (FN)

The Guckaroo Kid (Li) ...

The Fire Brigade (MGM)

Clash of the Wolves (WB) ,

The Understanding Heart (MGM)
The Masquerade Bandit (FBO) —

The Waning Sex (MGM)

The Teaser (U) —

Orchids and Ermine (FN)

Son of His Father (Par)

The Flaming Forest (MGM) _

That’s My Baby (Par)

Under Western Skies ( U ) — ..

The Denver Dude (U) -

The Wilderness Woman (FN)....

The Flaming Frontier (U)

Wild to Go (FBO) -

Sally, Irene and Mary (MGM)

The Texas Streak (U) - ...

The Goose Woman (U)

Rolling Home (U)

Paradise (FN) - — .....

The Red Mill (MGM). —

The Dark Angel ( FN) .....

Private Izzy Murphy (WB) .....

The Eagle (UA).—

Stella Dallas (UA)

The Flying Horseman (Fox) — ...

Knockout Riley (Par)

The Temptress (MGM)

Old Clothes (MGM)

Let It Rain (Par)

Mike (MGM)

Sally of the Sawdust (UA) —

Men of Steel (FN) — -

Blind Alleys (Par)

Kid Boots (Par)

Wild Justice (UA)

The Rainmaker (Par) —

Born to the West (Par) — — ... —

Forlorn River (Par)

For Alimony Only (PDC)

Forever After ( IN)

Mantrap (Par) —

It Must Be Love (FN)

Winners of the Wilderness (MGM)

The Johnstown Flood (Fox)

The Unknown Soldier (PDC)

What Happened to Jones (U)

The Cowboy Cop (FBO)

Desert Valley (Fox)

Upstage (MGM) —

Poker Faces (U) — —

Hero of the Big Snows (WB)

The Road to Mandalay (MGM)

The Silent Rider (U) —

The Barrier (MGM) — —

Red Hot Leather (U)

Her Father Said No (FBO) —

Beverly of Cranstark (MGM)

The Runaway (Par) - — ...

The Family Upstairs (Fox)

The Bine Eagle (Fox)

The Midnight Sun (U). —

The Palm Beach Girl (Par)

Mother (FBO)

Sweet Rosie O'Grady (Col)—— ...... .

Miss Nobody (FN) — - —

The Return of Peter Grimm (Fox)

Subway Sadie (FN)

The Country Beyond (Fox)

Breed of the Sea (FBO)

Her Big Night (U)

Prince of Pllsen (PDC)

The Strong Man (FN)

The Greater Glory (FN)

Stepping Along (FN)

Say It Again (Par). —

Variety (Par) — -

Aloma of the South Seas (Par) ...

Kosher Kitty Kelly (FBO)

Tumbleweeds (UA) —

Spangles (UA) — - —

Sparrows (UA) - —

Stranded In Paris (Par)

Combat (U) —

0 J.06 /o

6d.057o

6O.OO70

59.937o

59.88%

59.72%

59.5170

.59.50%

59.467o

— 59.40%

59.32%

59.007o

58.83%

58.66%

— 58.64%

58.43%

58.33%

58.09%

58.07%

57.80%

57.75%

57.50%

57.35%

57.14%

57.00%

56.90%

56.90%

56.85%

.56.80%

56.73%

56.69%

56.47%

56.45%

56.45%

56.36%

—.56.30%

56.29%

55.86%

55.72%

55.63 %

55.57%

55.40%

—.55.27%

—55.20%

55.18%

55.10%

55.03%

55.00%

54.88%

54.76%

54.61%

54.56%

54.50%

53.90°/,

53.90%

53.75 %

53.70%

53.70%

53.50%

53.40%

53.40%

53.36%

53.06%

—52.77%

52.75%

52.72%

—52.72%

52.66%

—52.66%

52.63 %

52.00%

51.90%

51.65%

51.60%

51.46%

51.36%

51.35%

51.15%

51.11%

51.10%

51.09%

51.07%

..51.00%

50.95%

50.95%

50.80%

Eagle of the Sea (Par)

Outside the Law (U) -

The Arizona Streak (FBO)

The Still Alarm (U) —

The Wanderer (Par)

Whispering Wires (Fox)

Hogan's Alley (W. B.)

Mare Nostrum (MGM) —

Prisoners of the Storm (U) -

Bred in Old Kentucky (FBO)

The Ice Flood (U).

You Never Know Women (Par)

The Brown Derby (FN) -

Padlocked (Par) -

Pals in Paradise (PDC) -

The Million Dollar Handicap (PDC)

Tin Gods (Par) —

The Show Off (Par) -

One Minute to Play (FBO)

The Seventh Bandit (P)

The Ancient Highway (Par)

Love ’Em and Leave ’Em (Par)

The Runaway Express (U)

The Adorable Deceiver (FBO)

Faust (MGM)

The Music Master (Fox) —

Whispering Smith (PDC)

The Potters (Par) — ...

Battling Butler (MGM)

Her Honor the Governor (FBO)

Syncopating Sue (FN)

The New Commandment (FN)

New York (Par) - -

The Taxi Dancer (MGM)

Wedding Bills (Par)

Desert’s Toll (MGM)

Hair Trigger Baxter (FBO)

The Waltz Dream (MGM) -

So’s Your Old Man (Par)

Dancing Mothers (Par)

Wet Paint (Par) —

There You Are (MGM)

Take It from Me (U) —

Paradise for Two (Par)

Out of the West (FBO)

Altars of Desire (MGM)

The Silent Lover (FN)

The Border Sheriff (U)

The Cat’s Pajamas (Par)

Jnst Another Blonde (FN)

Fine Manners (Par) -

The Marriage Clause (U)

Thirty Below Zero (Fox) .....

The Blind Goddess (Par)

The Mystery Club fU)

Mismates (FN)

Blonde or Brunette (Par).

The Duchess of Buffalo (FN)

A Little Journey (MGM)

The New Klondike (Par)

Partners Again (UA) —

Bardelys the Magnificent (MCM) —

Special Delivery (Par)

Miss Brewster’s Millions (Par)

La Roll em e (MGM) -

Midnight Lovers (FN) —

The Love Thief (U) -

Ladies at Play (FN) —

The Canadian (Par)

Hold That Lion (Par)

Blarney (MGM) -

A Kiss in a Taxi (Par) -

The Old Snak (U)

The Wise Gny (FN)

Fascinating Youth (Par)

Klkl (FN) - -

Fig Leaves (Fox)

The Boy Friend (MGM)

Held by the Law (U)

Bigger than Barnnms (FBO) —

Lovers (MGM) - — —

Everybody’s Acting (Par)

The Aee of Cads (Par)

Steel Preferred (PDC)

Nell Gwyn (Par) —

Perch of the Devil ( U )

Into Her Kingdom (FN) —

-50.69%
—50.60%
-50.53%
—50.38%
...50.36%
—50.33%
...50.25%
—50.22%
-50.13%
-50.00%
—50.00%
—50.00%
—49.90%
—49.38%
~M9.83%
...49.82 %
—49.76%
...49.73%
-49.66%
-49.54%
—49.40%
—49.31%
-49.25%
-48.63%
...48.60%
—48.60%

. — 48.45%
—48.30%
—48.16%
-48.11%
—48.09%
...48.08%
—47.81%
—47.40%
-.47.36%
...47.33%
—47.18%
—47.15%
—47.09%
....46.90%
...46.81%
—46.77%
—46.75%
-.46.72%
—46.09%
—.45.69%
...45.40%
—45.00%
—44.93%
—44.91%
—44.40%
—44.35%
—44.30%
—.43.88%
—43.83%
....43.72%
....43.50%
.,..43.46%
....43.46%
-.43.27%
—.42.87%
—42.73%
...42.18%
...42.12%
—41.95%
....41.85%
....41.72%
—41.61%
—41.58%
—41.54%

41.58%

— 41.36%

41.06%

—.40.92%
.40.89%
—40.70%
...40.23%
..40.20%
.39.64%
...39.53%
...39.20%
-38.70%
...38.66%
-38.36 %
...37.54%
...36.93%
...36.33%

December 17, 1927

EXHIBITORS HERALD

57

“What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright, 1927

This is the original exhibitors ’ reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

THE CLOWN: Johnny Walker — A fair little
picture that failed to draw. We were under the
impression that it wias a special, and got badly
fooled. It is merely a program picture and will
hardly get by as that. A story of a girl whose
father is wronged by the partial owner of the
circus. An elephant stampede saves the picture
from being a flop. — W. R. Bratton, Stella theatre.
Council Grove, Kan.— Small town patronage.

FBO

SHANGHAIED: Speoial cast — 75%. November
28. Good program picture. Seven reels. — Grace
Marlow, Washington theatre, Atoka, Okla. — Small
town patronage.

SHANGHAIED: Special cast — There has been
produced for the screen many sea stories that
are better tales and therein lies the weakness of
this picture — lack of story. However, it will
pa® through for good program picture. Ralph
Ince should be credited with doing a fine bit of
acting in the knockout drops scene, and the pro-
duction as a whole makes fair entertainment.
Seven reels. — W. H. Brenner, Cozy theatre. Win-
chester, Ind. — General patronage.

BRED IN OLD KENTUCKY: Viola Dana^-
40%. December 2. A good program entertain-
ment. This 6tar is capable of better stories. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

BREED OF THE SEA: Ince-Livingston — 40%.
November 6. This picture did not please here.
A little too much hokum and our young people
burst out laughing in the wrong places. If you
know what we mean 1 Personally didn’t care for
it either. Seven reels. — L. L. Netzer, American
Legion theatre, Lena, Wis. — Small town pat-
ronage.

BREED OF THE SEA: Margaret Livingston —
A good show. Miss Livingston is sure good.
Would like to get more of her pictures. Let her
star more. Seven reels. — Earl M. Bennett, Lib-
erty theatre, Delavian, 111. — General patronage.

MOON OF ISRAEL: Special cast— 30%. No-
vember 25-2$. A wonderful production for any
theatre to run but won’t draw, and as to the pic-
ture-going public this is of no value. It is big
in production, will please all who see it, but
won’t create any interest to make them come in,
so be your own judge. My opinion would be
either sell it to the churches or lay off of it if
you want to make money. Eight reels. — Rudolph
Duba, Royal theatre, Kimball, S. D. — General
patronage.

LIGHTNING LARIATS: Tom Tyler and Pals
— 50%. November 26. A good Western action
picture. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

KOSHER KITTY KELLY: Viola Dana— 34%.
November 26. A good Jewish-Irish comedy
drama. Should please any audience. Seven reels.
— E. J. Williams, Tivoli theatre, Knoxville, III. —
General patronage.

KOSHER KITTY KELLY: Viola Dana— This
is a splendid litle program, much better than
some of the socalled specials. Lots of new gags
and good comedy. Viola Dana is splendid in the
title role and is getting better to look at all the
time. Give us more like this one, Viola, and re-
member we have just finished redecorating our
theatre, and think that a lobby photo of you
would look fine in it. — W. R. Bratton, Stella

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report) .

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 56.

theatre. Council Grove, Kan. — Small town pat-
ronage.

THE TOUGH GUY: Fred Thomson— 75%.
November 27. A very good Western with a lot
of action. Fred Thomson has a very likeable
personality, but why must every Western be of the
same stamp ? We would like a picture of Fred
Thomson very much. Six reels. — L. L. Netzer,
American Legion theatre, Lena, Wis. — Small
town patronage.

THE TIMID TERROR: George O’Hara— 25%.
December 1. Just a good little program at cheap
admission. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

LADDIE: John Bowers — 97%. November 12.
This drew them out, standing room only. Picture
well liked, but too much “goodness.” Seven reels.
— H. S. Bond, Town Hall theatre, Woodbury,
Conn. — General patronage.

NOT FOR PUBLICATION: Ralph Ince— De-
cember 2-3. A pleasing melodrama. This is one
of the best I’ve had from FBO recently. Seven
reels. — E. M. Biddle, Strand theatre, Piaoli, Ind.
— Small town patronage.

JUDGMENT OF THE HILLS: Frankie

Darro — 65%. November 26. Not what it could
have been. Lacked action and out off too soon.
Seven reele. — Grace Marlow, Washington theatre,
Atoka, Okla. — Small town patronage.

JAKE THE PLUMMER: Special cast — At last
— the American Plumber glorified — and what a
howl. First howl from the exhibitor who put
this thing on his screen for the entertainment of
his fans, next howl is from the fan who passed

the change through for the little ticket. I want
to tell all exhibitors this is a great big flop. If
you do not have it bought then don’t buy it.
Seven reels. — W. H. Brenner, Cozy theatre, Win-
chester, Ind. — General patronage.

MOTHER: Belle Bennett — By all means book
this picture. All should see it and everyone here
were very well pleased. Drew new patrons. Pro-
gram 100 per cent. Good print. Seven reels. —
Rose theatre, Byron, 111. — General patronage.

MOULDERS OF MEN: Conway Tearle— An-
other bell ringer from FBO starring Conway
Tearle and, boy, it’s great. Although Conway
Tearle is the star, Frankie Darro steals the
honors in this powerful drama of the underworld.
This is the first story of its kind that I ever
cared much for. Book it and play it. Raise the
admission if necessary. You can look your pa-
trons in the face when it’s over. Something truly
worthwhile. — W. R. Bratton, Stella theatre. Coun-
cil Grove, Kan. — Small town patronage.

TARZAN AND THE GOLDEN LION: Special
cast — Another reason why the exhibitor doesn’t
buy out John D. Rockefeller. Why do they still
persist in making Tarzan stories? They were all
right a few years ago but one or two go a long
way. It’s just a picture exhibitors can’t forget.
— W. R. Bratton, Stella theatre. Council Grove,
Kan.— Small town patronage.

HER FATHER SAID NO: Special cast — A
good picture. Good for Saturday. Six reels.—
Earl M. Bennett, Liberty theatre, Delavan, HI. —
General patronage.

DON MIKE : Fred Thomson — November 26.
Not up to Thomson’s standard, although it is not

a poor picture. J. P. Doyle, Academy theatre,

Nunda, N. Y. — Small town patronage.

LIGHTNING LARIATS: Tom Tyler— Consider
it one of Tyler’s best. Tyler is a sure bet here.
Good print and well worth F B O’s price. Five
reels. — Rose theatre, Byron, 111. — General pat-
ronage.

THE GORILLA HUNT: Special cast — This is
a dandy and should please in any house. — Wm.
L. Crouse, Ideal theatre. Bloomer, Wis. — General
patronage.

A REGULAR SCOUT: Fred Thomson — Did not
draw as well as previous Thomsons. However, it
is not a bad picture. — Wm. L. Crouse, Ideal thea-
tre, Bloomer, Wis.- — General patronage.

ONE MINUTE TO PLAY : Red Grange — Three
cheers for Red Grange. He is a good actor a3
well as good on the gridiron. Played this on
Thanksgiving night to a good crowd with a slight
raise in admission. The best football story to
date in our estimation and have seen nearly all
of them. If you haven’t played this get behind
it and push. Your local school will be a great
help. — W. R. Bratton, Stella theatre. Council
Grove, Kan. — Small town patronage.

First National

MAN CRAZY: Special cast — 25%. A good one
from F. N. Nice little story presented in a pleas-
ing way. — W. A. Torrey, Bonzo theatre, Eddy-
ville, la. — General patronage.

THE GORILLA: Charles Murray — 75%. No-
vember 29-30. An excellent picture that will go
over in any small town or big one. Kids went
wild over it. Eight reels. — Grace Marlow, Wash-
ington theatre, Atoka, Okla. — Small town pat-
ronage.

THE GORILLA: Special cast — This is First
National's best picture this year. It drew well

58

EXHIBITORS HERALD

December 17, 1927

at the box office and gave 100 per cent satisfac-
tion to patrons. In my opinion, the picture is
much better than the stage play by reason of the
fact that more emphasis in the picture is given
to comedy and less to mystery and thrills. Eight
reels. — W. J. Powell, Lonet theatre, Wellington,
O. — Small town patronage.

HOME MADE: Johnnie Hines— 20%. A very
good comedy of a “You Like A” brand with
Johnnie busy all the time. Interested the folks
and they laugh at the proper time. — W. A. Torrey,
Bonzo theatre, Eddyville, la. — 'General patronage.

McFADDEN’S FLATS : Murray-Conklin— 48%.
Not as funny as we thought it would be, but it
pleased very well. I really can’t see why they
should ask such a high price for it. — A. N.
Miles, Eminence theatre, Eminence, Ky. — General
patronage.

McFADDEN’S FLATS: Charles Murray— Like
all other First National pictures, extra good. A
real money getter and First National likes to see
the small town exhibitors make money and please
them all and will 6ay First National has the
greatest drawing power as an average. Eight
reels. — Clarence E. Taylor, Gateway theatre,
Antwerp, N. Y. — General patronage.

McFADDEN’S FLATS: Charlie Murray— No-
vember 27-28. Everyone enjoyed this one. Would
have been just as funny if it had been two reels
shorter. Eight reels. — Wm. E. Tragsdorf, Trags
theatre, Neillsville, Wis. — Small town patronage.

SOMEWHERE IN SONORA: Ken Maynard—
70%. November 26. I didn’t get to see this one
but I enjoyed hearing many favorable comments

on it. We had to run entire second show for
one man who we found afterward had been in
time for the first show and liked it 60 well that
he remained to see it through again. We for-
gave him the extra work and light bill in view
of his compliments to our program. Six reels. —
Leona Conner, Columbia theatre, Milton, la. — -
Small town patronage.

THE TENDER HOUR: Billie Dove— 40%. No-
vember 25-26. A very nicely produced picture,
but not a strong box office one. Beautiful setting
and very little dressing. Eight reels. — Alfred &
Rabogliatti, Globe theatre, Globe, Ariz. — General
patronage.

THE TENDER HOUR: Special cast— Another
eight reel feature in slow-motion pictures. If the
eight reels were cut to one reel by leaving in all
the story and leaving out seven reels of hugging
and soul-kissing, there would still be plenty of
room for the hugs and kisses. Seven reels. — D.
Sales Cohen, Jr., Portland, Ore. — General pat-
ronage.

WHITE PANTS WILLIE: Johnnie Hines—
65%. November 11-12. A good comedy well put
on. The color scenes in the last reel are very
pleasing. There lare two vulgar scenes in this
picture that we cut out. It seems to us there
is no reason of appealing to coarseness for a
laugh. Don’t do it, Johnnie, we want clean
comedy. Six reels. — A. N. Miles, Eminence thea-
tre, Eminence, Ky. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— 80%.
November 17. Colleen sure made a hit here in
this one. Thought it the best she ever did, and

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tion.

so did my patrons. Seven reels. — W. U. Shel-
nutt. City theatre, Lafayette, Ala. — General pat-
ronage.

THE SUNSET DERBY: Mary Astor— 69%.
November 5. This picture was very well liked.
Six reels. — H. S. Bond, Town Hall theatre, Wood-
bury, Conn. — General patronage.

THE NOTORIOUS LADY: Lewis Stone— No-
vember 29-30. A good program picture. Story
and scenery a little different than the usual run
of pictures. Stone good in his part. Seven
reels. — Wm. E. Tragsdorf, Trags theatre, Neills-
ville, Wis. — Small town patronage.

EASY PICKINGS: Anna Q. Nilsson — 71%. No-
vember 26. A very good story and picture sort
of mystery story, but with much comedy in places.
Well liked. Six reels. — H. S. Bond, Town Hall
theatre, Woodbury* Conn. — General patronage.

THE OVERLAND STAGE: Ken Maynard—
80%. A real Western story and good outdoor
action. Hard to beat this type of picture for
small town end of the week people. — W. A. Tor-
rey, Bonzo theatre, Eddyville. Ia. — General pat-
ronage.

AMERICAN BEAUTY: Billie Dove— A very
interesting story and well acted. This star is
building in this town with each picture shown.
Seven reels. — W. J. Powell, Lonet theatre, Well-
ington, O. — Small town patronage.

ROSE OF THE GOLDEN WEST: Special cast
— Beautiful backgrounds and settings, together
with splendid acting, make this picture quite
acceptable entertainment. The unfolding of the
plot was rather slow and some of the patrons
complained that the picture was draggy. Seven
reels. — W. J. Powell, Lonet theatre, Wellington,
O. — Small town patronage.

THE DROP KICK: Richard Barthelmess — Oc-
tober 24-25. Not the best football picture that’s
been made by a long shot, but it has a good
title, good advertising and we did not have to
pay out all we took in to show it. It’s a fair pro-
gram picture. Six reels. — A. N. Miles, Eminence
theatre, Eminence, Ky. — General patronage.

HARD BOILED HAGGERTY: Milton Sills—
A good story photographed in slow-motion and
cut to run at the outrageous and ridiculous speed
of 10 minutes per reel. If it were made in five
reels, cut to run at 12 y2 minutes per reel, it
would be a faster moving story and projection
would be better, and the raw-stock-manufacturers
would be the only losers. Eight reels. — D. Sales
Cohen, Jr., Portland, Ore. — General patronage.

THE RED RAIDERS: Ken Maynard— This pic-
ture is too much like the “Overland Stage” but
as they were played six months apart the patrons
did not notice it. Played to more business than
any previous Maynard. Don’t be afraid to step
on any of the Maynards as they please and bring
results. Seven reels. — Edward Smith, Cozy thea-
tre, Minneapolis, Kan. — General patronage.

THE LIFE OF RILEY: Special cast— Played
this Thanksgiving and it proved to be ideal en-
tertainment for my holiday patrons. The draw-
ing power of the picture was fairly good and
many patrons complimented the program. Seven
reels. — W. J. Powell, Lonet theatre, Wellington,
O. — Small town patronage.

THE LIFE OF RILEY : Special cast — A good
comedy but to my opinion slightly overdone in
parts. Seven reels. — Edward Smith, Cozy theatre,
Minneapolis, Kan. — General patronage.

THE CRYSTAL CUP: Mackaill-Mulhall— Ab-
solutely nothing to story. A big lemon to my
audience. It takes three reels to show Dorothy
Mackaill in men’s clothes and smoking cigarettes,
and they call it entertainment. This is such a
lemon that I am afraid to play “Man Crazy,”
which I have booked soon. Let’s have less and
better pictures. The public is wise and wants
entertainment, not just pictures. Seven reels. —
Albert Metzger, Fairy theatre, Knox, Ind. — Gen-
eral patronage.

THE DEVIL’S SADDLE: Ken Maynard— This
star is my best drawing card and pleases in this
picture. Consider him the best there is and for
me he is in the lead in Westerns. Six reels. —
Edward Smith, Cozy theatre, Minneapolis, Kan. —
General patronage.

THE DEVIL’S SADDLE: Ken Maynard— I
didn’t see this but we had a splendid Saturday
crowd that thought it was unusually good, even
for Ken. Six reels. — A. N. Miles, Eminence thea-
tre, Eminence, Ky. — General patronage.

THE TEXAS STEER: Will Rogers — I thought
when I ran “The Gorilla” that it held the record
for box office lemons but this has it beat a mile ;
in fact, I have yet to see a First National special
that clicks at the box office except “McFadden’s
Flats.” A program picture sold at special prices
and this makes the third First National special
for 1927-28 product that I’ve lost money on.

December 17, 1927

EXHIBITORS HERALD

59

J. C. Jenkins — His Colyum

INDIANAPOLIS, IND., December 2, 1927.

DEAR HEARLD:

No man can come into this town on Monday and find his way out before Friday
to save his life unless he is a native. Every street radiates from the “Governor’s
Circle” and in the three days I have been here I have come back to that circle 342
times and then had to inquire where my hotel was.

When I first saw the Governor’s Circle it was a square plot of ground fenced in
with a board fence with a monument in the center and it was out in the country.
Today there are a lot of 14 story buildings surrounding the circle and it is the
“Board Walk” of the city.

Whenever a Hoosier buys a new suit of clothes or the ladies don a new gown they
go down and parade around the Governor’s Circle. It’s the bon ton place of the
town and when one gets two blocks away from this circle he is right out in the
village with a 15 mile speed limit.

Indianapolis has five or six right good theatres, one of them has been closed for
sometime, but there are a lot of others that play “Shoo-’Em-Up-Jack” at 10 cents per,
and the villagers seem to enjoy that class of entertainment.

It is amusing to hear some of these natives talk about “Weuns of the Middle West.”
The Middle West is in Howard county, and Howard county is one hundred and twenty
miles south of Neligh, Neb., and Neligh, Neb., is 940 miles West and North of
Indianapolis. This goes to show what little they know of the geography of this
country. Out there is “Where the West Begins.”

I have met a lot of mighty fine exhibitors since coming to the state, but it so
happens that they are all subscribers and boosters for EXHIBITORS HERALD. The
other fellow thinks that General Motors was the officer who made the Bull Run in
the civil war.

James Kennedy of the Apollo theatre is one of those regular kind of fellows who
meets you at the door and says, “Come in, I’m mighty glad to see you,” and Jimmy’s
theatre proves it. It is spick and span and courtesy is spelled in big caps all around
the theatre. Jimmy is a delightful exhibitor to meet and he is one of the factors
that made our visit to the city enjoyable. The other one was Frank Rembusch.

Frank is loaded will nitro-glycerine, dynamite and giant powder all the while and
he shoots from the hip just like the boys do west of the Missouri. He grabbed me
as soon as I hit town and took me to luncheon with him at the Columbia Club and
then told me that he had seven managers who were groping around in the darkness
and for me to shoot the HERALD to each one of them as soon as possible.

Frank is the national secretary of the Unaffiliated Exhibitors of America and what
Frank can’t tell ’em about Block Booking, Uniform Contracts and Film Boards of
Trade isn’t included in our language.

If you could see the pile of manuscript on his desk and piled up in his office it
would make you think that the Hearst affiliated newspapers seem like Sunday school
leaflets. Frank has a new Ford engine and a Buick transmission inside of him
that makes insurmountable hills look like skating rinks to him. He never stops
for gas or water and he never had his foot on the brake in his life. When he
hi ows the horn you better give him the right-of-way for he never read a speed
limit sign in his life.

Some of the Indianapolis people are queer folks. Jimmy Kennedy told me of
one theatre owner who went into a clothing store and bought a suit of clothes
and when the clerk did them up he told the exhibitor that it included two pair
of pants, and the customer shoved them back and said, “Hell, I don’t want them,
it’s too damned hot to wear two pair of pants.” That theatre owner isn’t a member
of the HERALD family, he came from Nashwauk, Minn.

Some years ago I was visiting with the cashier of a hank in Carthage, a small
town about 30 miles east of Indianapolis, when a tall, angleworm Hoosier came up
to the window and asked the cashier to change a $20 bill and give him 10 twos,
which he did, and being rather curious, I asked him why he did this and he said,
“Wall, stranger, I’ll tell you, we are going to have an election in my township next
Tuesday and I have 10 voters to take care of. We used to get ’em for $1 until
the damn Democrats put the price up and now we have to pay $2.” This happened
within a few miles of Indianapolis, hut at that I don’t think Indiana has anything on
Ohio, for some years ago a number of citizens in one county were disfranchised for
corruption at the polls. One old colored citizen, after being hailed before the
court, said to Rastus, “When that jige asked me how much ah got fo mah vote
and ah told him ah dun got only two dollahs, he fined me ten dollahs and dis-
infected me fo ten years.” I don’t know as I ought to say much about these
Hoosiers for I used to be one myself, up and until I found out about Nebraska in
1883. Since then the. state hasn’t changed much. They are still sending some of
their officers to the penitentiary and French Lick is enjoying the peace and quietude
of a Nebraska twilight.

The Herald Fills a Want None Others Can Do

Pay Boyle, who operates the theatre at Fowler, was just home for a rest when we
called. Pat is the manager and advance agent for Ford & Glenn, nationally known
broadcasters from the Sears, Roebuck station at Chicago.

Pat advised me that this attraction has broken 97 per cent of the house records

( Continued on following page)

Eight reels. — A. A. Suszycki, Majestic theatre,
Mauston, Wis. — General patronage.

THE BROWN DERBY: Johnnie Hines— One
of the beet pictures that we have used of this
etar. Johnnie always pleases. Seven reels. —
C. E. Holt, Legion theatre, Elmwood, Wis. — Small
town patronage.

RANSON’S FOLLY : Richard Barthelmess — A
good story well enacted. Good business. Poor
print. — Rose theatre, Byron, 111. — General pat-
ronage.

Fox

WHAT PRICE GLORY: Special cast— 100%.
November 20-21-23-24. Broke house record over
every attraction used in past 15 years, including
roadshows. It’s there boys, get it, and Fox is not
unreasonable with the contract. Twelve reels. —
Alfred Rabogliatti, Globe theatre, Globe, Ariz.
— General patronage.

THE CIRCUS ACE: Tom Mix — 20%. Novem-
ber 23. Well, Tom, we like you well, but Fox
has got to have so much or we can’t buy you, so
goodby. When the salesman comes to our figure
we will buy and not otherwise. Picture good for
small towns and most of them are pleased. Five
reels. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

CANYON OF LIGHT: Tom Mix— 60%. No-
vember 26. Another good picture spoiled by a
bad print. Third and fourth reels terrible in
condition and just about one-third cut out. This
is one time we felt like refunding our patrons
their money. All comments on this were, “Fine,
but why so many stops and so much cut out?”
and “Your operator undoubtedly had a date and
wanted to get off and did not give us all the
show.” However, everybody said it would have
been 100 per cent entertainment if we had been
furnished a good print. We are going to be
lenient with Fox this time as it is very seldom
we get a bad print from them. However, we
hope that they will note this report. We are
writing them. Last year beginning with “Ever-
lasting Whisper,” we cleared $73.27 ; “Best Bad
Man,” $32.88 : "Yankee Senor,” $33.44 ; “Lucky
Horseshoe,” $22.88 : “My Own Pal,” $19.46 ;
“Tony Runs Wild.” $24.27 ; and “Hard Boiled,”
$28.40 ; a total of $234.57 on the seven pictures.
Our gross receipts on the 6even pictures was
$424.15. Some exhibitors might say that this is
not a record. However, when we explain that we
are in a town of approximately 400, and have a
theatre with seating capacity of only 200, you will
admit that these figures are not so bad. How-
ever, while we do not object to the profits, it cer-
tainly makes us feel good to see our patrons
walk out with a smile and thank us whenever we
play a Mix picture. Of course we are not doing
near as well with this year’s product. However,
it is not due to the pictures not being up to
standard, but to conditions due to the flood. We
started the new product with “No Man’s Gold,”
April 6, and in spite of it being the Lenten sea-
son, and this is a strictly Catholic community,
our receipt on this picture was $60.90. This is
our fourth of the new group, and while our
profits have been very small not one of them
showed a loss. Seventy-five per cent of the pic-
tures we are playing at this time show a loss.
Conditions, however, seem to be improving and
we think by February, 1928, they will be about
normal. In conclusion, the exhibitors who are
not playing all the Mix pictures are doing them-
selves and their patrons an injustice. — J. S.
Landry, Columbia theatre, Morganza, La. — Small
town patronage.

GOOD AS GOLD: Buck Jones — 15%. Novem-
ber 18-19. Very good Western. About the best
Jones has played in yet. Plenty of action and

thrills. Good for small towns. Five reels.

Rudolph Duba, Royal theatre, Kimball, S. D.—
General patronage.

MARRIED ALIVE: Matt Moore— 20%. Novem-
ber 29. A fair program picture. — Bert Silver,
Silver Family theatre, Greenville, Mich.— General
patronage.

DESERT VALLEY : Buck Jones — Just another
Western, which the kids seemed to like. Com-
mercially we presume the so-called Westerns get
the coin but from an artistic point of view in
which true to life reproductions should come, it is
our candid opinion that about one Western in
25 is really of worth. We presume that some
directors know the real thing but we have really
forgotten who they are. This little talk does not
apply to this picture but to Westerns as ,a whole.
Six reels.— Giacoma Brothers, Crystal theatre,
lombstone, Ariz. — General patronage.

THE CRADLE SNATCHERS: Louise Fazenda
e ^ !t over f s a special and it pleased much
better than the high powered ones we have been
gouged for.— G. Carey, Strand theatre, Paris,
Ark. — General patronage.

THE RETURN OF PETER GRIMM: Special
cast — Oh, for a return to the days of five reel
features in five reels. But for all that, this pic-
ture is actually better than average, and thus
ranks with 99 out of every 100 pictures that the
film salesmen and exhibitors reports 6ay are good.
I would say it ranks with the 10 pictures out of
every 100 that have real merit. Eight reels. —
D. Sales Cohen, Jr., Portland, Ore. — General pat-
ronage.

THE LAST TRIAL: Tom Mix — November
23-24. An excellent Zane Grey Western, that
drew well. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

Metro-Goldwyn-Mayer

MAN, WOMAN AND SIN: John Gilbert—
30%. Strong drama of modern type which held
the interest of our first of the week patrons. —

60

EXHIBITORS HERALD

December 17, 1927

J. C. Jenkins —His Colyum

( Continued from preceding page)

where they have played within the past two years. He also says he manages all
the talent from this station, which means that he is a busy man. Pat admits that
he is Irish and we didn’t dispute it. It never pays to dispute an Irishman. He showed
me every courtesy for which I will always be indebted.

The Herald Fills a Want None Others Can Do

DANVILLE, IND., December 4, 1927.

This is the town where the Central Indiana Normal college is located. I came
here to Sunday on that account, for I was a student in this school when it was
moved from Ladoga, Ind., to Danville in 1878. I was pleased to find Miss Kate
Huron, one of my teachers who recently came from the Fremont Normal at Fremont,
Neb., where she taught for a number of years after leaving Danville. Miss Huron,
like a lot of others, is beginning to show the weight of years but her heart is still
warm for the old school and her memory fresh and green for the days agone. We
had a lovely visit. The school has grown but the town remains about the same,
except that they have added a few filling stations and got a new town marshal.

The Herald Fills a Want None Others Can Do

I. T. Sollers of the Lyric at Covington is one of these progressive kind of fel-
lows. He has purchased a site for a new theatre and will commence building in
the spring. Covington is taking considerable interest in the matter and it looks
like “I. T.” was going to have the support of the entire community, which he is
entitled to. The plans call for a playhouse any man can well be proud of and
Covington is just about big enough for one right good showhouse. Here’s hoping
“I. T.” wins.

The Herald Fills a Want None Others Can Do

Harry Whistler of the Tokyo at Veedersburg said he supposed the HERALD man
had whiskers and walked cross-eyed and snored in his sleep. Harry, you are a
naughty boy and your mamma ought to spank, but since you are a HERALD booster
we will suspend sentence pending good behavior.

The Herald Fills a Want None Others Can Do

Harold Atkinson of the Princess at Oxford, W. G. Outland of the Arc at La Fay-
ette, R. H. Kittle of the Messner at Attica and Arthur Jackson of the Strand at
Crawfordsville are among those who answer “present” at the HERALD roll call.
You can’t shake these boys loose from a good thing and they are among those
who help keep Indiana on the map. The HERALD extends congratulations.

The Herald Fills a Want None Others Can Do

Thomas Burnett, who owns and operates the Royal here in Danville, has reasons
to be proud of his new theatre. It is rather new in design and complete in all of its
appointments. The interior is finished in Tex-stone (whatever that is, it is new
to me but maybe you know what it is, I don’t) and it is exceedingly beautiful. This
theatre has attracted considerable attention from architects and prospective builders
and is the pride of Danville. It has a capacity of 702 and this meets all the require-
ments of the community. Mr. Burnett was largely his own architect when he planned
his new house and the finished product is a credit to him. A fountain and aquarium
in the foyer is one of the many attractions of the place.

The Herald Fills a Want None Others Can Do

Geneve and her mother write from Tucson, Ariz., that the weather and country
down there are delighted and want me to come down for the holidays. Marjorie
writes from Neligh, Neb., and says “Come home. Dad, and help eat the turkey
out here,” so I am out on a limb. Haven’t spent a holiday with the folks in two
years. Those in favor of Tucson say “I.” Looks like the “I’s” have it, and since
youall (as they say down here) and Marie favor Tuscon, we will probably head
southwest in the morning. The farther South I go in this state the more I realize
that I am getting close to Kentucky.

The Herald Fills a Want None Others Can Do

Can’t understand why a lot of you guys don’t speak up about that proposed sum-
mer vacation at Alexandria, Minn. It’s the one big opportunity of your lives to
meet a bunch of the best fellows on earth. Bill and Jay will be there, Eagle Eye
Joe, Fishy Phil, Tragsdorf, Foster, Estree, “Davey” Crocket Brown and his Bull-
foundland pup, Gailey, Creel, Micky Larson, Fred Meyer, C. J. Latta, Bert Silver,
Roy Adams, Van Tassel, Doc Childs, The Rabbi, Stettmund (the handsome guy) and
maybe Grasshopper Sprague, and gosh only knows how many others. It will be
a real gathering and Longaker will furnish the bait (both kinds) and provide bail,
so what more do you want? We want every state in the Union represented, either
in person or by your wives, so come on and get your applications in early.

Hope they have tame duck instead of turkey down at Tucson.

J. C. JENKINS,

The HERALD Man.

W. A. Torrey, Bonzo theatre, Eddyville, la. —
General patronage.

THE THIRTEENTH HOUR: Special cast—
40%. Mystery play with a good dog. Holds audi-
ence, and gives a good variety to our program. —
W. A. Torrey, Bonzo theatre, Eddyville, la. —
General patronage.

BECKY: Sally O’Neil— 27%. November 21-22.
Good. Sally O’Neil is certainly a good actress.
Seven reels. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

THE BUGLE CALL: Jackie Coogan — 29%.
November 14-15. A fairly good Coogan, but not
near up to the standard of “Johnny Get Your
Hair Cut.” This isn’t the type of story best
suited for Jackie. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

THE BUGLE CALL: Jackie Coogan — Great,
Jackie is still as good as ever in this one, and

was liked by both young and old. Sox reels. —
Earl M. Bennett, Liberty theatre, Delavan, 111. —
General patronage.

ROOKIES: Dane-Arthur — 85%. November 24.
The best comedy we have ever 6hown. It pleased
everyone. Folks went out of the way to praise
it, and many said they’d like to see it again.
Sorry we had it for only one day, for it’s one of
those few pictures that would have packed them
in the second night. Dane and Arthur are an
uproarous team. Marceline Day an appealing
young lady. Hope the coming Dane and Arthurs
are as good. A real mark for Metro to shoot at.
Six reels. — L. L. Netzer, American Legion thea-
tre, Lena, Wis. — Small town patronage.

ROOKIES: Special cast — 26%. November 15.
One of the best comedies we ever ran, was the
verdict of the few who 6aw this picture. Just a
very few out but it sure is a good comedy. Seven

reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

FRISCO SALLY LEVY: Sally O’Neil— 70%.
November 20. This is clever and went over big
here. The house was in an uproar most of the
time. Sally is a bewitching little minx. But
why, oh why, bring in that Christmas tree stuff
the way they did ? I heard some mothers actually
groan. We had a great many children in our
audience and I wanted to run and hide. Exhibi-
tors, beware, cut that part out if you have a
great many children in your audience. Seven
reels.— L. L. Netzer, American Legion theatre,
Lena, Wis. — Small town patronage.

THE RED MILL: Marion Davies — 80%. Oc-
tober 23. A light, very light comedy. Marion
Davies o. k. in her part as Tina. In some scenes
she’s down right beautiful. Heard a lot of hearty
laughs and our patrons appeared to enjoy it, but
to us it lacked enough story to hold it together.
There is nothing in it to offend, but if you tell
your patrons it’s just entertainment of an airy-
fairy sort o. k„ then they can suit themselves.
Seven reels. — L. L. Netzer, American Legion
theatre, Lena, Wis. — Small town patronage.

WOMEN LOVE DIAMONDS: Special cast^-
15%. November 23. Unconvincing in plot, but I
received several good comments on this picture.
A stormy night may account mostly for the low
percentage. Seven reels. — Leona Conner, Colum-
bia theatre, Milton, la. — Small town patronage.

CAPTAIN SALVATION: Special cast— 10%.
December 4-5. This is a good picture. The star
fine. Satisfaction 50 per cent. A great moral to
this picture if you can make them believe it. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

SPRING FEVER: William Haines— 30%. No-
vember 28-29. A great comedy with Haines tak-
ing his smart aleck part to perfection. Keep up
the good work, Haines. Joan Crawford is sure
nice for the eyes. Every theatre should run this.
Seven reels. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

SPRING FEVER: William Haines — -Very good.
One that sends your crowd away pleased. Seven
reels. — G. B. Orne, Richmond theatre, Richmond,
Vt. — General patronage.

LOVERS: Ramon Novarro — 80%. October 11.
An excellent picture that will go over anywhere.
Old but much better than some of the new ones.
— Grace Marlow, Washington theatre, Atoka,
Okla. — Small town patronage.

THE FRONTIERSMAN: Tim McCoy— 50%.
December 3. This is a good entertainment. Story,
history. McCoy kills a lot of them. Star and
oast good. — Bert Silver, Silver Family theatre,
Greenville, Mich.— General patronage.

AFTER MIDNIGHT: Norma Shearer— 65%.
October 23. Not as good as her other pictures.
Seven reels. — Grace Marlow, Washington theatre,
Atoka, Okla. — Small town patronage.

BEVERLY OF GRAUSTARK: Marion Davies
— 78%. November 24. I am always glad to turn
on the light over my head in the box office and
be ready to 6mile at my patrons as they file out
of the theatre after a show like this one. They
were all pleased and liked to tell me 60. A little
old but in good condition. Seven reels. — Leona
Conner, Columbia theatre, Milton, la. — Small
town patronage.

HEAVEN ON EARTH: Adoree-Nagel— 65%
November 13. Now here’s a picture that was
hidden away and Metro used no brass band to
herald, but it pleased here mightily. A very
reasonable story and convincingly played by
Renee and Conrad Nagel. Nothing big but you
won’t- have to worry about it — it gets across.
Eight reels. — L. L. Netzer, American Legion
theatre, Lena, Wis. — Small town patronage.

THE UNKNOWN: Lon Chianey— 46%. No-
vember 22. A very good comedy picture, al-
though we did not have a very good crowd out-
If there is anything Lon Chaney can’t do I don’t
know what it is. Seven reels. — Mre. Hulda J.
Green, Gem theatre, Greenriver, Utah. — General
patronage.

THE BIG PARADE: Special cast — The great-
est picture ever made. Everyone pleased. Price
high but play it, you will not lose. Thirteen
reels. — Earl M. Bennett, Liberty theatre, Delavan,
III. — General patronage.

THE BIG PARADE: Special cast — November
14-15-16-17. This picture with orchestra and
effects will go over big. Without, it’s a big
gamble. I’m afraid it’s overly advertised from
an exchange viewpoint. We have all seen the
same thing in other pictures, and the war shots
are practically the same that were in “Flashes of
Action.” I lost money on it. Didn't take in
enough to pay the enormous film rental, outside
of my overhead and advertising. Look before you
leap, and stop, look and listen before you sign

December 17, 1927

EXHIBITORS HERALD

61

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512-514 S. 4th Street, Minneapolis, Minn.

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62

EXHIBITORS HERALD

December 17, 1927

Next Week — “104 Best of the Year”

your John Henry on the dotted line. The only
way to play is 50-50 on the first dollar. Ad-
mission 25-50. — A. G. Miller. Lyric theatre, At-
kinson, Neb. — General patronage.

VALLEY OF HELL: Francis McDonald — Good
little action picture, but too short. You want
plenty of short stuff with it when you show
it. Five reels.— Earl M. Bennett, Liberty theatre,
Delavan, 111. — General patronage.

THE FIRE BRIGADE: Special cast— A great
picture that did a flop at the box office. Church
revival meetings were too strong opposition. Ten
reels. — J. P. Doyle, Academy theatre, Nunda, N.
Y. — Small town patronage.

WINNERS OF THE WILDERNESS: Tim
McCoy — Very good Western picture that drew
extra business at the box office. — Wm. L. Crouse,
Ideal theatre, Bloomer, Wis. — General patronage.

TILLIE THE TOILER: Marion Davies — A
good picture. Drew a good crownd on an odd
night. Well liked. Program 90 per cent. Seven
reels. — Rose theatre, Byron, 111. — General patron-
age.

ADAM AND EVIL: Lew Cody — This went
over big at our theatre. It is snappy, but noth-
ing that you can pan. Nine reels. — J. A.
Engesather, Movies theatre. Brocket, N. D. — Gen-
eral patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — A very good picture with Jackie in a
new role. Pleased 100 per cent and had a good
crowd, in fact had every seat filled. You can’t
go wrong on Jackie. Also, thanks for the picture
Jackie. — 'S. R. Cook, Althea theatre, Dunseith,
N. D. — General patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — A good clean program. Suits the kids.
— G. Carey, Strand theatre, Paris, Ark. — General
patronage.

TIN HATS: Special cast — This is one good
picture although my fans don’t like the comedy
type pictures much. I can always get a crowd
on Metro pictures. — Ury Ducote, Peoples theatre,
Cottonport, La. — General patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— November 22-23. A Good picture for any
house. — J. P. Doyle, Academy theatre, Nunda,
N. Y. — Small town patronage.

THE WANING SEX: Special oast— A fine
picture, one that I can stand by the door and
see my patrons after the show. — Ury Ducote,
Peoples theatre, Cottonport, La. — General patron-
age.

BATTLING BUTLER: Buster Keaton — No-
vember 24. Keaton very funny in this one and
Sally O’Neil is great support. The boxing scenes
are all “knockout first shot.” — S. R. Cook, Althea
theatre, Dunseith, N. D. — General patronage.

Paramount

ARIZONA BOUND: Gary Cooper— 100%. No-
vember 24. Smashed both our Thursday record
and Thanksgiving Day record. The picture is
short and snappy and just what we like. Five
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

ARIZONA BOUND: Gary Cooper! — November
22. An unusually good Western, to satisfactory
business. Six reels. — E. M. Biddle, Strand the-
atre, Paoli, Ind. — Small town patronage.

TELL IT TO SWEENEY: Special cast— 35%.
November 17-18. A great comedy that should
go over big everywhere. Boost it to the skies
and you won’t be sorry. A laugh from start
to finish. Six reels. — E. J. Williams, Tivoli the-
atre, Knoxville, 111. — General patronage.

JESSE JAMES: Fred Thomson — 45%. Novem-
ber 10-11. They had wonderful material to make
a great picture for the Middle West but bungled
it. I call it rotten, not a good average Western.
Paper impossible. Nothing but Fred Thomson on
it. It is one of their socalled specials but their
Zane Grey’s are far better Westerns. Nine reels.
— Grace Marlow, Washington theatre, Atoka,
Okla. — Small town patronage.

SPECIAL DELIVERY: Eddie Cantor— 50%.
November 27-28. This is a good comedy picture
with Cantor as the feature. In a city where
this star is known, it would be a winner, but
here not over 5 per cent ever heard of him, and
had no drawing power. Satisfied those who saw
it. — Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

FASHIONS FOR WOMEN: Esther Ralston —
21%. November 17. A good picture but not very
many out. Seven reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

FASHIONS FOR WOMEN: Esther Ralston—
November 25-26. Han class written all over it.

I saved myself a good dressing down from the
blue noses by cutting out the bathing pool scene.

I want to thank Strand theatre, Almja, Mich., for
their tip in “What the Picture Did For Me” as
to this 6cene. With it out, the picture made good
entertainment. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

SERVICE FOR LADIES: Adolphe Menjou —
30%. November 21. Very good picture of Menjou.
Small town doesn’t care for this type, at least
mine doesn’t. Seven reels. — W. U. Shelnutt, City
^heatre, Lafayette, Ala. — General patronage.

EVENING CLOTHES: Adolphe Menjou — 40%.
November 27. Fair picture. Average Sunday
crowd out. Seven reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

CHANG: Special cast — 40%. November 28.
This is very good if you can get them in. I
couldn’t. Some said good, some punk. Person-
lly think it very good. Seven reels. — W. U.
Shelnutt, City theatre, Lafeyette, Ala. — General
patronage.

RITZY : Bettey Bronson — 36%. November 19.
Good. The kind of a story that pleases most
people. Plenty of comedy. Six reels. — E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

METROPOLIS: Special cant— 20%. My

patrons said they didn’t see what this was all
about and I don’t blame them for kicking. No
good for small towns. Seven reels. — W. U. Shel-
nutt, City theatre, Lafayette, Ala. — General pat-
ronage.

METROPOLIS: Special cast — This may be city
entertainment but I advise all small town theatres
to shelve it. It will do you more harm than good
and Paramount should not ask any small town
theatre to run it. I ran it two nights and what
few came to see it walked out on it. And they
had to go to Europe to get it. Nine reels. —
Albert Metzger, Fairy theatre, Knox, Ind. — Gen-
eral patronage.

PARADISE FOR TWO: Richard Dix— 26%.
November 20. Good comedy drama and it looked
so as if one was going through it by natural way.
Dix fine and Betty sure played good, her part
first as a borrowed wife then as a sweetheart.
Lote of good and funny titles that just make
your heart smile and every once in a while you
burst out loud. So it is very good. Seven reels.
— Rudolph Duba, Royal theatre, Kimbal, S. D. — -
General patronage.

STRANDED IN PARIS: Bebe Daniels— 26%.
November 27. Almost too old to run but had it
bought eo had to go through with it. My opin-
ion of this picture is just fair. Seven reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. — -
General patronage.

SO’S YOUR OLD MAN: W. C. Fields— 8%.
November 22. Fair show but somehow when they
see Paramount on the photo stand they stay
home. Wish we were through with Paramount
contract. We hope this will be the last group
we buy from them. Six reels. — Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

THE ROUGH RIDERS: Special cast — Novem-
ber 14-15-16. We consider this a splendid all
’round picture. Our patrons were very generous
in their approval of it. Rain two nights hurt
business. It is too bad when the weather ruins
attendance on something one is really proud
to 6how. Mary Astor is already loved by our
patrons and Charles Farrell miade a big hit. Ten
reels. — A. N. Miles, Eminence theatre, Eminence,
Ky. — General patronage.

ONE WOMAN TO ANOTHER: Florence

Vidor — November 30-December 1. Nice picture.
Nothing big, but Miss Vidor is always charming.
Five reels. — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

STARK LOVE : Special cast — November 23-24.
A story of primitive people, and primitive pas-
sions. Very good entertainment. It’s impossible
for me to believe that the young man and woman,
who play the leads, are amateurs. They have all
the technique of professionals. Six reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

NEVADA: Gary Cooper — These Zane Grey

Westerns always go over for me and this one
is exceptionally good. Don’t be afraid to step
on it. Seven reels.— Edward Smith, Cozy theatre,
Minneapolis, Kan. — General patronage.

FIREMEN SAVE MY CHILD: Special cast—
Too silly to be entertaining and failed to regis-
ter at the box office. Seven reels. — Edward Smith,
Cozy theatre, Minneapolis, Kan. — General patron-
age.

THE LAST OUTLAW: Gary Cooper — Very
good. Plenty of gun action. Should please a
Saturday night crowd. Six reels. — G. B. Orne,
Richmond theatre, Richmond, Vt. — General pat-
ronage.

THE LAST OUTLAW: Gary Cooper— Another
Western from Paramount that did not fail at
the box office. Hope they are all as good as
this one. Seven reels. — Edward Smith, Cozy the-
atre, Minneapolis, Kan. — General patronage.

KNOCKOUT RILEY: Richard Dix— Richard
Dix is always good here, but this one failed me
at the box office, but not the fault of the pic-
ture. Seven reels. — Earl M. Bennett, Liberty
theatre, Delavan, 111. — General patronage.

ROUGH HOUSE ROSIE: Clara Bow— Novem-
ber 29-30. Man, what dandy good entertainment
this one made. Six reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

BEAU GESTE: Ronald Colman — November 28-
29-30. For some unknown reason this picture
did not please the few customers I had for it.
Some went so far as to say the poorest picture
of the year. It brings in a few strange faces
who have read the book but the regulars did
not go for it at 20 and 40 cents. My opinion,
which did not slide any silver into the till, is
that “Beau Geste” is a wonderful production well
acted by a good cast, with a 6trong story which
it follows closely. Business very disappointing
following a strong advertising campaign. Ten
reels. — J. P. Doyle, Academy theatre, Nunde, N.
Y. — Small town pat ronage.

BEAU GESTE: Special cast — November 25-26.
Although Colman and Hamilton do wonderful
work, Ralph Forbes was really the hero. The
scenes are wonderful and the direction is good.
Alice Joyce and Mary Brian are good as the
heroines and Norman Trevor does good work.
The cast makes a picture and this one had a
wonderful cast. Ten reels. — S. R. Cook, Althea
theatre, Dunseith, N. D. — General patronage.

ROLLED STOCKINGS: Special cast — December
2-3. A very interesting story of college life.
The title gives the impression that it’s peppy,
but such is not the case. It’s a mighty nice
clean picture. Seven reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

WE’RE IN THE NAVY NOW: Beery-Hatton
— November 4-5. This is a good picture, but not
as good as “Behind the Front.” It drew them
and that’s the main thing. Six reels. — S. R.
Cook, Althea theatre, Dunseith, N. D. — General
patronage.

WE’RE IN THE NAVY NOW: Special cast—
November 24-25. Very late in showing this but
it is worth playing. A satisfactory picture. —
J. P. Doyle, Academy theatre, Nunde, N. Y. —
Small town patronage.

EAGLE OF THE SEA: Special cast — Lost
money. Did not draw, but a fair picture. — J. A.
Engesather, Movies theatre. Brocket, N. D. — Gen-
eral patronage.

TIN GODS: Thomas Meighan — November 11-
12. Don't fail to book this as it sure does draw.
Had a little crowd on Friday and they sure ad-
vertised it for Saturday and had a fair crowd
on that night. Meighan never fails to draw.
Nine reels. — S. R. Cook, Althea theatre, Dun-
seith, N. D. — General patronage.

THE SHOWOFF: Ford Sterling — December
2-3. Laughable all the way through. Sterling
can get the most funny expressions, and it
makes them laugh. — S. R. Cook, Althea theatre,
Dunseith, N. D. — General patronage.

THE KID BROTHER: Harold Lloyd— Septem-
ber 30-October 1. Best Harold Lloyd a going.
Comedy all the way through and much better
than “For Heavens Sake.” A good plot along
with the comedy. — S. R. Cook, Althea theatre,
Dunseith, N. D. — General patronage.

MANTRAP: Clara Bow— October 28-29. Clara
Bow always good and this is above the average
and it sure pleased. Torrence and Marmont also

December 17, 1927

EXHIBITORS HERALD

63

did good work. Seven, reels. — S. R. Cook, Althea
theatre. Dunseith, N. D.— General patronage.

BLONDE OR BRUNETTE: Adolphe Menjou
. — .Old enough to speak for itself, but it didn't.

G. Carey, Strand theatre, Paris, Ark. — General
patronage.

A KISS IN A TAXI: Bebe Daniels — Good.
Bebe is well liked here and leave it to Paramount,
we always get good prints from them. Seven
reels. — Earl M. Bennett, Liberty theatre, Delavan,
111. — General patronage.

THE QUARTERBACK: Richard Dix — Novem-
ber 18-19. A real good picture to my idea. The
cast is good and the football scenes can’t be beat.
I saw "One Minute to Play” (F B O) and I
think this is much better. Eight reels. — S. R.
Cook, Althea theatre, Dunseith, N. D.— General
patronage.

THE VANISHING AMERICAN: Richard Dix
— September 9-10. A very good picture with a
tragic ending. Many favorable comments and
not any bad ones. A little old but new to this
town. Most Paramount pictures are good. Ten
reels. — S. R. Cook, Althea theatre, Dunseith, N.
D. — General patronage.

Pathe-P D C

VANITY: Leatrice Joy^I0%. November 24.
This is a splendid program picture. Star fine,
cast and story good. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

THE NIGHT BRIDE: Marie Prevost — 50%.
November 25. This is a good entertaining pro-
gram picture. The star and cast fine. Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

THE GIRL IN THE PULLMAN : Marie Pre-
vost— 50%. November 22-23. Not up to standard
of the star. Seven reels. — Grace Marlow, Wash-
ington theatre, Atoka, Okla. — Small town patron-
age.

NOBODY’S WIDOW: Leatrice Joy— 26%. No-
vember 2-3. A delightful sophisticated society
drama that did not pay for itself. Anyway I
enjoyed it, that’s something! Six reels. — A. N.
Miles, Em i nonce theatre. Eminence, Ky. — General
patronage.

THE FIGHTING EAGLE: Special cast— 45%.
November 3-4. Very poor program picture for a
6mall town. Eight reels. — Grace Marlow, Wash-
ington theatre, Atoka, Okla.— Small town patron-
age.

THE REJUNEVATION OF AUNT MARY:

May Robson — Here is a picture that drew us good
business and landed right in the right place with
our patrons. It is clean, wholesome comedy. Of
course it is an impossible thing. Even the most
optimistic fani could not imagine this story in
real life. It is only in reel life that it could
happen but that is beside the matter, for this
i6 the answer : Most people go to the pictures
to be amused and to forget the outside world.
This picture will do that for the most blase
business man or woman, in fact, our audience
was in a continual smile or uproar of laughter.
May Robson was there with both feet from
start to finish and her support was all good, if
your people like light, fluffy comedy, clean,
bright and sparkling then step on this. It went
good in old Tombstone, the town that is supposed
to be the last frontier bad man’s town, but in
reality our bad men lie in Boot Hiil cemetary.
Our present day patrons are college graduates
and “sich.” Six reels. — Giacoma Brothers, Crys-
tal theatre, Tombstone, Ariz. — General patronage.

ALASKAN ADVENTURES: Special cast— The
best educational we have ever played. Photog-
raphy very good. Good for tieup with Rod and
Gun Club of Isaac Walton League. — Wm. L.
Crouse, Ideal theatre, Bloomer, Wis. — General
patronage.

Rayart

THE DIXIE FLYER: Cullen Landis— 20%.
November 29. Good picture from start to finish.
Rayart seems to have good pictures with some
good stories for entertainment. Hope they keep
up the good work. Six reels. — Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

BASHFUL BUCCANEER: Reed Howes— 33%.
A very good program picture for our serial night.
Five reels. — A. N. Miles, Eminence theatre, Emin-
ence, Ky. — General patronage.

United Artists

SPARROWS: Mary Pickford — December 1.

This picture called out a big crowd and wias ap-
preciated by all and in my estimation is one of
Mary’s best, and it is too bad United Artists

keep their pictures out of the small town by their
big prices. Nine reels. — Clarence E. Taylor,
Gateway theatre, Antwerp, N. Y. — General pat-
ronage.

Universal

THE THIRTEENTH JUROR: Anna Q. Nilsson
- — A good production of crook — attorney — case —
innocent proven guilty, and guilty attorney pleads
guilty all over a woman. As usual court scenes
are good. Seven reels. — S. R. Cook, Althea the-
atre, Dunseith, N. D. — General patronage.

HER BIG NIGHT: Laura Da Plante — 60%.
November 27. Three cheers for Miss Da Plante,
and then three more. Say, you fellows who have
not played this, get busy with your nearest ex-
change, or if you have it bought and have your
doubts about it being good and pleasing your
patrons, just take it from us and change your
mind and date it, play it and sit back and
enjoy it with your patrons. To our estimation
this is one of the best comedy features we ever
played. We cannot, at this time, recall one that
was better. When we say this we voice the ex-
act sentiments of our patrons judging from the
general good time they had and their comments
after the show. Miss Da Plante plays a dual role
and she is just wonderful and cleverly executed.
Double exposure in last reel very good. Adver-
tise it as having plenty of pep and laughs. Just
a few days ago the writer had occasion to write
about misleading advertising. In this picture you
can promise them all there is on the paper. Every
scene on the paper is in the picture. We have
been playing all Miss Da Plante's pictures and
some time back we commented on her increase
popularity here. Since then she h>as been climb-
ing and almost in line with the favorites, namely:
Colleen Moore, Constance Talmadge, Clara Bow
and Norma Talmadge. In order, she is not the
first, but not the last by any means. A few
more pictures like “Her Big Night” will give
her second place, if not first. If her next “Be-
ware of Widows,” which we are playing Christ-
mas is as good it will put her a little higher.
If we thought 6he would send us an autographed
photo we would ask her for one. How about it
Miss La Plante? This is the second request we
have made through these columns for a photo.
The other being Ken Maynard. We got it. Eight
reels. — J. S. Landry, Columbia theatre, Morganza,
La. — Small town patronage.

HER BIG NIGHT: Laura La Plante — 30%. I
don’t remember when I’ve had 60 many nice
comments on any picture. Such a merry mixup
of husbands, and wives would be hard to find
and Laura made lots of new friends in Eminence.
Don’t be afraid to put plenty of advertising be-
hind this one for it is one all ’round good comedy
drama. Eight reels. — A. N. Miles, Eminence
theatre. Eminence, Ky. — General patronage.

HELD BY THE LAW: Special cast^40%.
Entirely satisfactory as a program. — G. Carey,
Strand theatre, Paris, Ark. — General patronage.

HELD BY THE LAW: Johnny Walker— 25%.
November 24. Very very good picture and it pleased
all who 6aw it. All the cast like Ralph Lewis,
Johhny Walker and Patsy Ruth Miller are right
there to do their part, and how. Thanksgiving
crowd very small and we were sorry that there
wasn't more, not only on account of the financial
basis but because of good entertainment. Well, it’s
all well in Kimball. Seven reels. — Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

PERCH OF THE DEVIL: Special cast— 24%.
Better than we expected. Combines Western ac-
tion with society scenes making a good action
drama. We think it worth a place on your pro-
gram. Six reels. — A. N. Miles, Eminence theatre,
Eminence, Ky. — General patronage.

BACK TO GOD’S COUNTRY: Renee Adoree
— 71%. November 19. A good picture, though
several thought it a bit rough. Seven reels. —
H. S. Bond, Town Hall theatre, Woodbury, Conn.
— General patronage.

CALIFORNIA STRAIGHT AHEAD: Reginald
Denny — 51%. November 20. One of the best
comedy dramas we ever run. Nothing slow about
this and everybody enjoyed it. Six reels. — Mrs.
Hulda J. Green, Gem theatre, Greenriver, Utah.
— General patronage.

THE LONE EAGLE : Raymond Keane — This
picture is different and drew a good business for
me and pleased. The only fault with it was the
abrupt ending. Six reels. — Edward Smith. Cozy
theatre, Minneapolis, Kan. — General patronage.

THE CLAW : Norman Kerry — Very good.

Plenty of action and Kerry and Claire Windsor
very good. Let’s have more of her. A poor
title for the box office. Six reels. — Earl M.
Bennett, Liberty theatre, Delavan, HI. — General
patronage.

THE RUNAWAY EXPRESS: Jack Daugherty

A very interesting railroad story with plenty of

action and thrills. Universal brings them in.
Program 75 per cent. Six reels. — Rose theatre,
Byron, 111. — General patronage.

THE RUNAWAY EXPRESS: Special cast—
December 1-2. An interesting program picture of
the singing rails. Holds their interest to the
end. Entire cast good. Six reels.— 'Wm. E. Trags-
dorf, Trags theatre, Neillsville, Wis. — Small town
patronage.

THE FOURTH COMMANDMENT: Belle Ben-
nett — Good picture, but did not register at box
office. Seven reels. — Earl M. Bennett, Liberty
theatre, Delavan, 111. — General patronage.

PRISONERS OF THE STORM: House Peters

A very good Northern picture. Holds interest

from start to finish. Drew good business against
bad weather. Good print. Six reels.— Rose the-
atre, Byron, 111. — General patronage.

SENSATION SEEKERS: One of the very few
good pictures that I have gotten from Universal.
It gave me a chance to catch money on what I
lost on Universal pictures before. — Ury Ducote,
Peoples theatre, Cottonport, La. — General patron-
age.

RIDIN’ RASCAL: Art Acord— November 21.

Satisfactory Western, to light business. Five reels.

E. M. Biddle, Strand theatre, Paoli, Ind. — Small

town patronage.

RED HOT LEATHER: Jack Hoxie— November
26. Pretty good Hoxie for Saturday night. Five
reels — Wm. E. Tragsdox-f, Trags theatre, Neills-
ville, Wis. — Small town patronage.

THREE MILES UP: A1 Wilson— November
29-30. Some daredevil scenes in this one and
acting very good. H A1 Wi Ison does all it shows
he’s a clever man. Five reels. — S. R. Cook, Al-
thea theatre, Dunseith, N. D.— General patronage.

THE YELLOW BACK: Fred Humes— Novem-
ber 28. A very good Western to fair business.
Five reete. — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

THE WHOLE TOWN’S TALKING: Special
cast — Just another one of those poor pictures
from Universal. Thank everybody that I am
through with their contract. If I would have to
continue with their service, I sure would have
to close. The reels they 6end me are always
bad. It seems they are just trying to see how
bad they can treat me. I am playing Metro-
Goldwyn pictures now and my crowd are al-
ready increasing. — Ury Ducote, Peoples theatre,
Cottonport, La. — General patronage.

Warner Bros.

THE BRUTE: Monte Blue — 40%. November
30. This is an extra good program picture, lots
of action.— Bert Silver, Silver Family theatre.
Greenville, Mich. — General patronage.

HILLS OF KENTUCKY: Rin Tin Tin— 62%.
A good picture to good business. Rin Tin Tin
draws all classes of people and that is what it
takes here to make any money. Seven reels.

A. N. Miles, Eminence theatre, Eminence, Ky. —
General patronage.

FOOTLOOSE WIDOWS: Special cast — 70%.
November 26. A very good comedy drama. One
that everybody likes. Ran the last chapter of
"The House Without A Key” and had a very
good crowd out. Six reels. — Mrs. Hulda J. Green,
Gem theatre, Greenriver, Utah. — General patron-
age.

ACROSS THE PACIFIC: Monte Blue — 68%.
This proved an excellent attraction for Saturday
night. Plenty of action, comedy and romance to
please everybody. I tihnk this just missed being
a real special. — A. N. Miles, Eminence theatre.
Eminence, Ky. — General patronage.

MILLIONAIRES: Sidney-Gordon— 40%. No-
vember 22. This is a good entertainment. The
stars can’t be beat in this line of comedy. The
story good. Gave satisfaction. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

THE CAVE-MAN: Matt Moore— 69%. No-
vember 19. A good comedy-drama. Six reels. —
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

TRACKED BY THE POLICE: Rin Tin Tin—
51%. November 24-25. Good as all Rin Tin Tin’s
are although more action with the dog was
needed. Six reels. E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

THE COLLEGE WIDOW: Special cast— One
of the best college football stories this year, and
Dolores Costello drew very well in the role of
the College Widow. I wonder if George Ade
would recognize the 6ame old “College Widow.”
I am not sure but the screen play is better

64

EXHIBITORS HERALD

December 17, 1927

Next Week — “104 Best of the Year”

than the stage play of 20 years ago. Seven
reels. — W. H. Brenner, Cozy theatre, Winchester,
Ind. — General patronage.

THE COLLEGE WIDOW: Dolores Costello-
One of the most pleasing pictures that I have
ever shown. Seven reels. — Edward Smith, Cozy
theatre, Minneapolis, Kan. — General patronage.

SAILOR IZZY MURPHY: George Jessel—
Somewhat misleading as to title. Expected the
opposite of “Private Izzy Murphy” but it is no
war play, just a bunch of lunatics who take
possession of a 6hip. Will get by. Six reels. —
Edward Smith. Cozy theatre, Minneapolis, Kan.
— General patronage.

OH! WHAT A NURSE: Syd Chaplin— Very
good comedy picture. A laugh from start to
finish. Syd is always good. Seven reels. — Earl
M. Bennett, Liberty theatre, Delavan, 111. — Gen-
eral patronage. .

State Rights

MAN AND WIFE: Norma Shearer — 16%. No-
vember 23. Terrible. Out of date print in awful
condition. Why is it an exhibitor has to play
something he can hardly get through the ma-
chine? Where can we get justice in a case like
this? Five reels. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

PREPARED TO DIE: Eddie Polo — A good
action stunt picture. Any exhibitor wishing to
book this write Rose theatre. Five reels. — Rose
theatre, Byron, 111. — General patronage.

Serials

THE HOUSE WITHOUT A KEY: (Pathe)
Special cast — A very good serial. Did extra busi-
ness every Saturday during the run. Ten episodes,
two reels each.— Mrs. Hulda J. Green, Gem the-
atre, Greenriver, Utah.— General patronage.

RADIO DETECTIVE: (Universal) Jack

Daugherty — This is a dandy serial and rates
above the average one. Boy Scouts do good
work and it is a well laid story with a clever
plot. Ten episodes.— S. R. Cook, Althea theatre,
Dunseith, N. D. — General patronage.

Short Subjects

EDUCATIONAL

BROKEN CHINA: Good comedy. Two reels.
— H. S. Bond, Town Hall theatre, Woodbury,
Conn. — General patronage.

CASH AND CARRY : Good comedy. Two
reels. Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

DODGING TROUBLE: Neal Burns— One of
the best two reelers we have ever had. The
dog is a large part of the fun. Two reels.—
A. N. Miles, Eminence theatre. Eminence, Ky. —
General patronage.

HER HUSKY HERO: A good comedy. Two
reels. Bert Silver, Silver Family theatre, Green-
ville, Mich. — General patronage.

HOOKED: Lloyd Hamilton — Fair. Two reels.
— E. J. Williams, Tivoli theatre, Knoxville, 111.
— General patronage.

PINK ELEPHANTS: A1 St. John — Heard
more laughing during this comedy than during
any one we’ve had in a long time. Two reels. —
A. N. Miles, Eminence theatre. Eminence, Ky. —
General patronage.

SIT TIGHT : Jimmie Adams — A good comedy
but print in bad shape. Two reels.— E. J.
Williams, Tivoli theatre, Knoxville, 111. — General
patronage.

SOLID GOLD: Lige Conley — This was well
liked, many laughs. Two reels. — H. S. Bond,
Town Hall theatre, Woodbury, Conn. — General
patronage.

FOB

THE BETTER ROLE: Fair two reels of joy
spread before the public. In fact, all the “Wdse-
crackers” are pretty good, only I have been
playing them too long — one series after another — -
and folks are getting the same almost in every-
one. Two reels. — Rudolph Duba, Royal theatre,
Kimball, S. D. — General patronage.

BRUISES AND LOSERS: Couldn't be worse.

Two reels. — Bert Silver, Silver Family theatre,
Greenville, Mich.— General patronage.

THE LUMBERJACK: Krazy Kat Cartoon—
This one was an excellent cartoon and sure made
them laugh 60 everybody enjoyed it. One reel.—
Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

MAZIE’S MARRIED: Alberta Vaughn — The
last of “The Adventures of Mazie.” These are
pretty good but it was a mistake to pull George
O’Hara out and put Larry Kent in it. Two reels.
— Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

A SOCK IN TIME: This was a little better
and raised plenty of laughs. Call it good. Two
reels. — Rudolph Duba, Royal theatre, Kimball, S.
D.- — General patronage.

STEAMED UP : I haven't figured out the
“funny part” of this comedy yet. Two reels.
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

THE VULGAR YACHTSMAN: Three Fat Men
— Good, but the director left a lot of glaring
mistakes, showing the wheel of the motor boat
when it was supposed to have been thrown away,
and several others. Two reels. — Mrs. Hulda J.
Green, Gem theatre, Greenriver, Utah. — General
patronage.

FOX

BATTLING KANGAROO: Good. Kangaroo
first comedy different from others, so it pleased.
Two reels. — Rudolph Duba, Royal theatre, Kim-
ball, S. D. — General patronage.

HELLO LAFAYETTE : Best comedy we have
had from Fox yet so it is all well. Two reels. —
Rudolph Duba, Royal theatre, Kimball, S. D.—
General patronage.

PARAMOUNT

AERO NUTS: Krazy Kat — Good. A nice filler
for any program. Three-fourth reel. — E. J. Wil-
liams, Tivoli theatre, Knoxville, 111. — General
patronage.

THE ELEGY : The poorest thing Paramount
ever put Par. to. Two reels. — W. U. Shelnutt,
City theatre, Lafayette, Ala. — General patronage.

FRENCH FRIED: Neal Burns— Good. Two
reels.- — E. J. Wiliams, Tivoli theatre, Knoxville,
111. — General patronage.

KOKO PLAYS POOL: “Out of the Inkwell”
series — Good. A nice filler for any program.
Three-fourth reel. — E. J. Williams, Tivoli theatre,
Knoxville, 111. — General patronage.

KOKO’S KANE: “Out of the Inkwell” series
— Good. Three-fourth reel. — E. J. Wiliams, Tivoli
theatre, Knoxville, 111.- — -General patronage.

PARAMOUNT NEWS: No. 25.— Good. One

reel. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

PARAMOUNT NEWS: No. 27.— Good. One

reel. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

PARAMOUNT NEWS: No. 29.— Good. One

reel. — E. J. Williams, Tivoli theatre, Knoxville,
111. — General patronage.

SCARED PINK: Very good two reel comedies.
Two reels. — W. U. Shelnutt, City theatre, Lafay-
ette, Ala. — General patronage.

SHORT SOCKS: Bobby Vernon — Good. These
Paramount-Christie comedies are okay for any
theatre. Two reels. — E. J. Williams, Tivoli the-
atre, Knoxville, 111. — General patronage.

SHORT SOCKS: It didn’t 6eem to get the
laughs. But very good comedy. Two reels. —
W. U. Shelnutt, City theatre, Lafayette, Ala. —
General patronage.

A SHORT TAIL: Another piece of junk Para-
mount should be ashamed to sign her name
to. Lay off these Paramount novelties, they are
the bunk. Two reels. — W. U. Shelnutt, City
theatre, Lafayette, Ala. — General patronage.

PATHE

BETTER MOVIES: Our Gang — Made when
Farina was a baby. Still they say it is not an
old one (the exchange). Two reels. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

COW’S KIMONO: Glenn Tryon— Good. Two

reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

THE GHOST OF FOLLIES: Alice Day— These
Alice Day’s not much for my patrons. Two reels.
— W. U. Shelnutt, City theatre, Lafayette, Ala.
— General patronage.

MEET MY GIRL: Ralph Graves — Not a laugh
in the whole two reels. It seems they don't
make laugh Buster’s anymore. Two reels. — W. U.
Shelnutt, City theatre, Lafayette, Ala. — General
patronage.

UNIVERSAL

BACKWARD GEORGE: Good. Two reels.—
Mrs. Hulda J. Green, Gem theatre, Greenriver,
Utah. — General patronage.

BIG SURPRISE: A good comedy. Two reels.
— H. S. Bond, Town Hall theatre, Woodbury,
Conn. — General patronage.

BUSINESS WORRIES: Arthur Lake— One of
the best Lake’s yet and that’s saying a lot. One
reel. — S. R. Cook, Althea theatre, Dunseith, N. D.
— General patronage.

BUSTERS SLEIGH RIDE: Buster Brown —
Fair for the kids. Tige the real star. Without
Tige no good. Two reels.— W. U. Shelnutt, City
theatre, Lafayette, Ala. — General patronage.

DAREDEVIL DAISY : Edna Marion — Better
than the average comedy with quite a few breath-
taking stunts. Two reels.— S. R. Cook, Althea
theatre, Dunseith, N. D. — General patronage.

GEORGE’S MANY LOVES: Sid Saylor— A
real wow, these! “Let George Do It” comedies
are a real bet. It kept them laughing. Two
reels. S. R. Cook, Althea theatre, Dunseith, N.
D. — General patronage.

HIS GIRL FRIEND: Edna Marion — A fair
comedy with a few thrills. Not as good as some
other Century comedies. Two reels. — S. R. Cook
Althea theatre. Dunseith, N. D.— General pat>
ronage.

HOOK OR CROOK: Charles Puffy — Good com-
edy but not as good as “Wild Bill.” Puffy most
always good. S. R. Cook, Althea theatre, Dun-
6eith, N. D. — General patronage.

IN FOR LIFE: Neely Edwards — Just a fair
comedy, that’s all. One reel.— Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

MEET THE HUSBAND: Arthur Lake— Not
much to it, only a family tangle, that’s all. One
reel.— Rudolph Duba, Royal theatre, Kimball, S.
D. — General patronage.

NEWLYWEDS SHOPPING TOUR : Sid Saylor

Best Newlyweds up to date. Snookums has
many experiences in this one. Very good. Two
reels.— S. R. Cook, Althea theatre, Dunseith, N.
D. — General patronage.

NOBODY LOVES ME: Charles Puffy — Not
much to any of these one reels. One reel. —
G. B. Orne, Richmond theatre, Richmond, Vt. —
General patronage.

PLEASE DON’T Charley King — -Not much to
this one, not a laugh that we could hear. Two
reels.— Rudolph Duba. Royal theatre, Kimball,
S. D. — General patronage.

THE PLUM RIDER: These Mustang pictures
are the poorest excuse that any picture show
could offer to the public. Even if I was to offer
them to the public free, I doubt if I could get
a crowd. — Ury Dueote, Peoples theatre. Cotton-
port, La. — General patronage.

RUSHING BUSINESS: Just a fair slow com-
edy. Not many laughs. Some walked out on it,
so could not have been so good. Two reels. —
Rudolph Duba, Royal theatre, Kimball, S. D.—
General patronage.

WILD BILL: Charles Puffy — Not as good as
the average Puffy, but pleased anyway. One reel.
— S. R. Cook, Althea theatre, Dunseith, N. D. —
General patronage.

WINNING FIVE: Excellent. The young peo-
ple think the “Collegians” are great. Two reels.
— H. S. Bond, Town Hall theatre, Woodbury,
Conn. — General patronage.

MISCELLANEOUS

VERMONT SPECIAL: This should be of in-
terest to Vermonters only and while only a fair
reel will pull in Vermont theatres. One reel. —
G. B. Orne, Richmond theatre, Richmond, Vt. —
General patronage.

December 17, 1927

EXHIBITORS HERALD

65

Their Product You Should Know Them

Carol A. Nathan
Operated Theatre
Before Joining ‘U’

CAROL A. Nathan, San Francisco branch
manager for Universal, in addition to
being a pioneer in the picture business, is
also one of the
oldest Universal
employes. Prior to
joining the Uni-
versal ranks in
1917, Nathan oper-
ated a motion pic-
ture theatre for a
number of years in
California, and
then went on to
New York to get
experience in the
fi 1 m distribution
end.

Employed by the
late Harry Ber-
man in the New
York Universal Exchange, he remained
there for almost three years, before being
transferred to his old stamping ground,
San Francisco, where he has been in charge
of the Universal branch for more than
seven years.

Newspictures

PATHE NEWS NO. 98 — Japanese ship wrecked off

Copalis, Washington, in Pacific Coast storm

Rome mourns death of Cardinal Bonzano Span

Marseilles harbor in France with aerial ferry.

KINOGRAMS NO. 5350— Congress meets to face
big problems— Japanese Princess and 57 court

ladies at San Francisco Plane used for first

time in U. S. Coast Guard ship rescues off Cape
May, N. J.

FOX NEWS NO. 20— Geyser spouts fire out of cold
water near Seattle^— Spring styles in ladies’’ foot-
wear shown at St. Louis national shoe exhibit —
Australian rowing season is opened.

PARAMOUNT NEWS NO. 38 — Mobs raid Soviet at
Shanghai, China— Floods sweep New York State
at Rochester— Paris girls over 25 who are un-
married stage a parade and audience jams the
streets.

INTERNATIONAL NEWSREEL NO. 99 — Thousands
of New Yorkers jam streets to do Christmas
shopping— A glorious flight over mountain peaks
with the U. S. air mail from Los Angeles to
Salt Lake City— New Congress starts work with
heavy program ahead.

M-G-M NEWS NO. 32— Seventieth Congress gathers
for important session Shoe styles for 1928 re-

vealed at St. Louis style show— —Roaring oil
flames at Philadelphia extinguished by chemicals.

M-G-M NEWS NO. 33— British camel corps in win-
ter maneuvers at Chumurti, India Classical

dancing ousts jazz in Italy— Star ice skaters train
for title meets at St. Moritz, Switzerland.

Garrick at Fond du Lac
Uses Short Features
in Play Intermissions

( Continued from page 37)

of course, the one exception being the le-
gitimate theatre. In a town of this size,
with inexperienced stage help, it takes
longer to change the sets and we had many
complaints last year relative to the long
waits between acts. This resulted in our
conceiving the idea of putting newsreels,

comedies and short subject novelties be-
tween the acts.

“As soon as we had started this policy,
I could see where it was possible to use
showmanship in the selection of features
and other subjects for each program. As
a result, here is an example of what we
called an International show. Our feature
picture that week was George Beban in
‘Loves of Ricardo’ ; our stock bill was
‘East Is West’, the Chinese-American com-
edy; between Acts One and Two, a bur-
lesque Chinese comedy with Ben Turpin;
between Acts Two and Three, an organ
novelty with a film entitled ‘Songs of
Europe’.

Meet Chain Competition

“The enclosed newspaper review (the
one from Berlin, Wis., quoted in the fore-
going) will give you some idea as to how
this policy has been received. I might say,
confidentially, that this review was not so-
licited. The dramatic critic, who, up to
this time, had not given us anything worth
while in the way of a review, came over
out of curiosity. I think you will agree
that he is sold on the proposition.

“Quoting the old adage, ‘Necessitv is the
mother of invention’, that being the real
reason that we are putting on a program
of this kind. We have two big chain thea-
tres here as competitors and each one is
doing everything possible to get business ;
for example, country store night, hat night,
silk stocking night, bank night, autos as
prizes, and two for one tickets on every
night except Saturday and Sunday.

“The only drawback to the proposition
so far is the increased cost of overhead,
but judging from the business, which is
growing every week, I have every reason
to believe that it will be a financial as well
as an artistic success.”

And that is the story of a brand new
style of showmanship, a development
worthy of the serious consideration of all
theatre men, whether of the screen or
stage.

Harry Gibbs of
Fox Films Holds
New Haven Post

HARRY GIBBS, who holds down the
position of branch manager for Fox
Film Corporation with control of the
destinies of the
exchange at New
Haven, Conn., has
spent six years in
the service of that
company.

It was in 1921
that Gibbs decided
to cast his lot with
Fox Films. At that
time he was rather
a student of the
distributing phase
of the motion pic-
ture business and
was assigned to the
Cleveland ex- Harry Gibbs

change.

When he had served his apprenticeship,
after a few months, he was made a special
representative, covering' various parts of the
country. Then in 1925 came the appoint-
ment as boss of the New Haven office.

C. H. Messenger
Of Educational
Was with Mutual

CH. MESSENGER, manager of Ed-
ucational’s Salt Lake City branch,
broke into the motion picture business
as poster clerk for
the Mutual Film
Corporation in
1914 at Denver.

He also served as
shipper and booker
and when Robert-
son-Cole took over
Mutual he was sent
to take charge of
the sub-office i n
Salt Lake City.

Returning to
Denver, he was
booker for Asso-
ciated Producers
but SOOn joined Clyde K. Messenger

box in the book-
ing end. He remained with Fox until 1922,
when he joined Educational at Salt Lake
City.

Short Feature
Releases

WEEK OF DECEMBER 25
“Injun Food-Moods of the Sea,” Outdoor Sketches,
Educational, one; “Felix the Cat Behind the
Front,” Felix the Cat, Educational, one; “Hello
Sailor,” Lupino Lane, Educational, two; “Angel
Eyes,” Big Boy-Juvenile, Educational, two ;
“Rickety Gin,'* Snappy Comedy, Universal, one;
“The Trail of the Tiger, No. 8,” Adventure,
Universal, two ; “The Mild West,” Gumps No.
8, Special, Universal, two; “Model George,”
Stern Bros., Universal, two ; “The Lone Ranger,”
Western Featurette, Universal, two; “Nowslaff
No. 9,” F B O, one.

WEEK OF JANUARY 1

“Some Pets,” Snappy Comedy, Universal, one;
“The Trail of the Tiger,” Adventure, Universal,
two; “The Winning Goal,” Junior Jewel, Uni-
versal, two ; “Newlywed’s Advice,” Junior Jewel,
Universal, two ; “Horse Play,” Stern, Universal,
two ; “Boss of the Rancho,” Western, Universal,
two ; “Mickey’s Parade,” Mickey McGuire, F B O,
two; “There It is,” Bowers, Educational, two;
“New York’s Sweetheart,” Curiosities, Education-
al, one; “Fall In,” Cameo, Educational, one;
“Dummies,” Semon, Educational, two.

WEEK OF JANUARY 8

“Panting Papas,” No. 5 Standard, F B O, two;
“Racing Mad,” Mermaid, Educational, two ;
“Felix the Cat In The Smoke Screen,” Felix
the Cat, Educational, one; “Recollections of a
Rover,” Howe’s Hodge Podge, Educational, one;
“Harem Scarem,” Snappy, Universal, one; “The
Trail of the Tiger,” Adventure, Universal, two,
“A Case of Scotch,” Special, Universal, two ; “Bus-
ter’s Big Chance,” Stern, Universal, two ; “Bare
Fists,” Western Featurette, Universal, two.

WEEK OF JANUARY 15
“Wedding Slips,” Cameo, Educational. one;
“Cutie,” Devore, Educational, two ; “So This Is
Sapp Center?”, Snappy, Universal, one; “The
Vanishing Rider,” Adventure, Universal, two;
“Sliding Home,” 2nd Collegians No. 10, Junior
Jewel, Universal, two ; “Dates for Two,” Stern,
Universal, two ; “Riding Gold,” Western Featur-
ette, Universal, two.

WEEK OF JANUARY 22

“Jungle Round Up,” Metro-Goldwyn-Mayer, one;
“Felix the Cat in Draggin’ the Dragon,” Felix
the Cat, Educational, one; “Wildcat Valley,”
Tuxedo, Educational, two.

WEEK OF JANUARY 29
“Dog Day6— The Sun and the Rain,” Outdoor
Sketches, Educational, one; “High Strung,”
Mermaid, Educational, two ; “All Set,” Cameo,
Educational, one.

66

EXHIBITORS HERALD

December 17, 1927

CHICAGO PERSONALITIES

= By W. W. ~~

A MEETING of all Midwest F B O managers was held at the Stevens
hotel Sunday for the discussion of further plans for F B O’s Grand
„ February Jubilee. J. I. Schnitzer, senior vice-president; E. B. Derr,
secretary and treasurer; Clinton J. Scollard, T. C. Streibert and Lee Mar-
cus, general sales manager, arrived from New York just in time to open
the meeting. The initial meeting was held last week in New York for the
managers of the Eastern branches.

Joe Brandt, president of Columbia, and
Jack Cohen passed through Chicago Sat-
urday.

:jc

Richard Rowland, vice president and
general manager of First National, passed
through Chicago Friday on his way to
New York from the West Coast.

* * *

Salo Auerbach, a Chicago exhibitor of
long standing, who owned and was inter-
ested in a number of Chicago theatres, died
Sunday of pneumonia. He was known and
well liked by everyone along the row.

* *

Harry Lubliner has taken over the Wil-
son theatre and will manage it personally.
* * *

The only difference beteen Dave Dubin
and Santa Claus is that Dave plays Santa
every day, and the Old Man gets philan-
thropic only once a year. Dave feeds a
whole flock of pigeons every morning from
his office window. By the time he gets
down to work in the morning half the
pigeons in Chicago are resting on his win-
dow sill. He keeps a can of the best grain
he can get and deals it out each morning
to his pets with a bountiful hand. Dave

knows them all by name and has nick-
named his favorite, “Eddie,” in honor of
Educational. We suggested to Dave that
he get a flock of carrier pigeons and use
them to carry the good word of Educa-
tional to exhibitors. But Dave says he
wouldn’t want to overwork pigeons in any
such manner.

* * *

Jack Sampson is no longer connected
with the Schoenstadts. He severed his con-
nection with them Saturday.

* * *

United Artists has booked Pathe news-
reels for use in the new United Artists
theatre which opens December 26. “The
Dove,” starring Norma Talmadge, will be
the opening picture for the house. Dr.
Hugo Reisenfeld was in town all last week
making arrangements for the opening.

jji

C. E. Maberry returned last week from
a journey to the Northwest, where he
found the motion picture exhibitors do-
ing a good business in spite of Arctic
weather with the thermometer registering
fifteen below.

* * *

Phil Reisman and Elmer Pearson, of

Pathe, passed through Chicago Friday on
their way to New York, after being in
Los Angeles where they were in confer-
ence with Cecil DeMille making plans for
next year’s production. John Flinn, second
vice-president, passed through Chicago a
day earlier on his way to New York. Some
important announcements about the 1928-
29 product of Pathe is expected in the
near future.

* * *

Harry S. Lorch has put into successful
operation a new sales policy at Pathe. The
new policy is to give exhibitors far from
the exchange a chance to see the pictures
before they are asked to buy them. The
first pre-review party was held recently at
the Apollo theatre, Princeton, 111. The
show started at 10:30 a. m. and continued
through the day and evening, except for
lunch and dinner. Last week a similar
show was held at Beaver Dam, Wis., and a
similar show will be held in George Miner’s
Majestic theatre, Rice Lake, Wis., on De-
cember 15, by branch manager W. R. Lieb-
man, of Minneapolis, and Dan Roche.

'i* ^ ^

Mrs. W. J. Morgan passd through Chi-
cago Wednesday on her way from the West
Coast to New York on the last leg of a
round trip from New York by water
through the Panama Canal to San Fran-
cisco and back to New York. She will
sail for Europe soon to meet her husband
who is general sales manager for First
National in European countries.

* * *

W. L. Ainsworth who operates the New
Garrick theatre at Fond du Lac, Wis., has
successfully developed a new idea in theat-
rical offerings. He has successfully com-
bined stock and motion pictures. His per-
formance starts at 7 :30 in the evening with
a feature picture. Then the first act of his
stock company is put on. During the in-
termission a Pathe newsreel is shown. Be-
tween the second and third act another
short subject is put on, usually a comedy
If the play has four acts another short
subject is used. The idea is proving popu-
lar with the people of Fond du Lac, and
a sellout house is not uncommon at a 75
cent admission.

* * *

Henry Herbel began his work as Uni-
versal sales manager of the Chicago
branch last Saturday upon his arrival from
New York.

* * *

As far as Felix Mendelssohn is con-
cerned, it can rain, snow or hail. When
I was in the M-G-M exchange last Fri-
day, Mendelssohn breezed in wearing a
brand new raccoon coat.

ifc Sji

Franc Ishmael and I had a big time Fri-
day talking about Texas. Ishmael spent a
number of verv pleasant years in the state
and well, I hail from the Lone Star state.
Franc was visiting in the little coast vil-
lage of Port Lavaca some summers ago,
and the town was in distress because its
star baseball player took sick just before
an important game. Well, Franc took the
star’s place and won the game for the town
with a four bagger and a triple. That
night Franc was King of Port Lavaca.

LOVE!

EACH WANTED LOVE, BUT
FEAR WAS PRESENT

EAGER
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Specify Prints
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EXHIBITORS HERALD

The fac- simile from the Philadelphia
Inquirer of November 13th, records the
familiar story.

This one is moderate enough for self-
congratulation on the part of the theatre
owner; yet pointed enough to convey the
logical warning.

Some people never lock the stable-
door until the horse is gone; never take
out insurance until they are burned out.

Has any exhibitor the right to expose
his projectionists — to say nothing of his
patrons — to these fire hazards? The pro-
jectionist is a craftsman, not a fireman.
He does not have to fight fires — or even
worry about them — in theatres which
use SENTRY SAFETY CONTROL.

CO BPOBATIQN

13th and Cherry Sts., PHILADELPHIA 1560 Broadway, NEW YORK
And All Branches of

NATIONAL THEATRE SUPPLY COMPANY

jr'Txl

Can be attached to any projector. Costs only a few cents a day

. >Jr—

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

VvVV1/V1/VVVi/1/Vi/V1/VVVVv1/VVVVVVVVVVppVVI/i/i/VVVi

>VV.VVVVVVVVVVVVVVV.VvVv.kVVVVvV

me- HAPPY
W NEW YEAR! \

r Resolve to he
richer in 1928.
It’s easy with
Metro-Goldwyn-
Mayer

MERRY XMAS, 1924

“He Who Gets Slapped ”

MERRY XMAS, 1925

“The Merry Widow ”

MERRY XMAS, 1926 '

“Tell It to the Marines” ■ -

MERRY XMAS, 192^

JOHN GILBERT— GRETA GARBO

LO\ i

THE $2 EMBASSY THEATRE SMASH HIT!

Based on Tolstoi's
" Anna Karenina"
Directed hy
Edmund Goulding

uanauiu 1U4 Money lviaKers or von

TQI XXXII No 2 Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, III., under the act of March 3,

“ 1879. Published weekly at 407 South Dearborn St., Chicago. Subscription 83.00 a year. Single copies, 25 cents.

December 24, 1927

TUE GREATEST OF ALL RAILROAD STORIES

WITH

RALPH LEWIS - KATE PRICE - AL.ST.JOHN-
JASON RObARDS-ANNE SHERIDAN
bROOKS bEN EDICT

A TREM CARR SPECIAL PRODUCTION

DIRECTED OV CHAS. J. HUNT

A Laugh -A Lear- ■ A Thnll !

RAYART

. PICTURES .

December 24, 1927

EXHIBITORS HERALD

3

portrait of
Mr. Slowboy
as he wakes
up Christmas
morning to
learn his
opposition
has booked
PARAMOUNT’S

Harold lloyd in
"Speedy”*

GENTLEMEN PREFER
BLONDES

THE LAST COMMAND

BEAU SARREUR

LEGION OF THE
CONDEMNED

OLD IRONSIDES

TILLIE S PUNCTURED
ROMANCE

BEHIND THE
GERMAN LINES

STREET OF SIN

KIT CARSON

* Lloyd Pro. Paramount Release

4

EXHIBITORS HERALD

New York horse car driver

December 24, 1927

there’s gold)

in them that

V

Study them!

stills!

Buy your Christmas presents with your share o

*1000 CASH!

For best theatre campaigns on

HAROLD

LLOYD in

"Speedy”

Produced by Harold Lloyd Corp.
A Paramount Release

See Epes W inthrop Sargent’s article in last week’s " Moving Picture World”

Open to exhibitors, man-
agers, advertising and
publicity men

Best Campaign .... $200

2nd Best 150

3rd Best 100

Next 11 Best 50 each

In case of tie , duplicate prizes will
be awarded tying contestants

Be Brief!

Be Practical!

Be Showmanlike!

Send your campaign BEFORE DEC.
26th to "SPEEDY”, Harold Lloyd
Corp., 1501 B’way, New York City

December 24, 1927

EXHIBITORS HERALD

5

be calm, gentlemen!

Plenty of evidence these days that the other boys are all het up over the
ay PARAMOUNT NEWS is running away with the news reel business.
Be calm, gentlemen. It’s the law of Progress. Cfl Today’s public demanded
new, improved news reel working on 1928 lines. PARAMOUNT NEWS

ipplied it. Naturally exhibitors buy it. (| PARAMOUNT’S licking the field by a day or more on
merican Legion Paris film by special airplane meeting the Leviathan far at sea. And repeating
1 Ruth Elder Azores reel by diverting a passenger steamer 300 miles off her course. Are just
orkaday events for PARAMOUNT NEWS. The way this news reel is set up, scoops come auto-
atically. (J And, as one exhibitor said, "I didn’t know what service on locals really could be ’till
started playing PARAMOUNT NEWS”. <J So — be calm, gentlemen. Honestly now, you can’t
ame exhibitors for preferring PARAMOUNT NEWS, can you? f|t| $pj| Jpt)

Paramount News

h e

reel leader/

new

news

Crashing the
Gates /

For February
Dates!

i

r\«*. « •

v r v _

_ -i

B O in 15, 000 Theatres
in February

t.:-

sa&iii

#* *cv$Y t£» A ^ > , il

, B <$?$■' u V \ *,«.<?!

* <? <-o<4

4. v • *" *»' rij * ’* V~- ^

WE’RE TELLING ’EM
ON THE RADIO . . .
WE’RE SHOUTING IT
IN PRINT . .

KENNE1

GRAND FEBRI

YEAR’!

EATEST SHOWMEN1

LEGION A IRES

IN PARIS

CHICAGO AFTER
MIDNIGHT

CONEY ISLAND

r

"( HP ' /

RY JUBILEE

NF.Y. MAKING PROPOSITION

DEDICATED TO THE PRIN-
CIPLE THAT GOOD PIC-
TURES CAN BE PRODUCED
AND DISTRIBUTED AT A
PRICE THAT IS PROFIT-
ABLE TO THE EXHIBITORS.

Sf STu*ts:

I c,*4i>Acri^0|,*na i

f mme*n>P»!c !ZAt'oh i

//

Sere*,*. I

10

EXHIBITORS HERALD

December 24, 1927

Who is the Brightest Star in
Hollywood ?

A year ago, Exhibitors Herald initiated a
nation wide questionnaire to theatre owners to
find out what stars mean the most at the box
office.

Thousands of replies were received and from
the tabulated results, the Herald was enabled
to give the magic money-making name to the
industry.

Various conditions often confuse the rela-
tive drawing power of stars. The strength of
the stories they are given, the supporting casts,
the publicity put in back of them and many
other elements weigh heavily in the balance.
The theatre owner, however, can more nearly
judge values than any other individual in the
business. He knows what name draws money
to his box office because he has to know.

Questionnaires to establish the name of the
brightest star of 1927 are already in the mail to
thousands of theatre owners. The answers will
be compiled and the choice of the nation’s exhi-
bitors will be announced in the

December 31 Issue of
The Studio

Out Next Week

HERE’S A NEW TEAM FOR
YOUR FANS TO ADMIRE!

William Fox presents for your
audience a delectable hour-
aud-a-quarter of entertainment

MADGE BELLAMY in "SILK LEGS

with JAMES HALL and Joseph Cawthorn

Youth, Beauty and Personality in the spirit of the day! Stone Age! Iron Age!
Bronze Age! And now we have the Silk Age — with every woman claiming
as her right a peaches-and-cream satin complexion and fine-spun silk to adorn
her legs. Madge Bellamy triumphs as the exponent of civilization’s ultimate
demands — Silk Legs, modern woman’s mark of emancipation from the dark
ages of dust-trailing skirts (when legs were suspected but not visible). Un-
doubtedly one of Bellamy’s biggest hits. Story by Frederica Sagor.

ARTHUR ROSSON Production

WHO PLAYS with FOX PROFITS with

William Fox Presents

with

GEORGE O’BRIEN LOIS MORAN

The clean but devil-may-care heart of a hard-fisted young
gob from one of Uncle Sam’s ships — Morocco nights— the
love-light that lies in the trusting eyes of a tender young
girl — -the conflict of heart’s desire and duty’s call. An
audience picture supreme, teaming George O’Brien and
Lois Moran. Story by Randall H. Faye.

J. G. BLYSTONE Production

"SHARP SHOOTERS”

FOX

In this picture McLaglen
has ten leading-women,
headed by Louise Brooks.
Here's a sample assort-
ment of the fair array.

William Fox presents

VICTOR McLAGLEN in

A GIRL IN EVERY PORT”

with LOUISE BROOKS

What a theme for a McLaglen picture ! A girl in every
port — romance in every clime — virile adventure over
the Seven Seas! An important production, as great
as its theme, planned and produced as a big time per-
former in first run houses.

Besides Victor McLaglen, starred for the first time,
the cast boasts ten leading women, Louise Brooks,
Gladys Brockwell, Myrna Loy, Sally Rand, Eileen

Sedgwick, Elena Jurado, Natalie Joyce, Maria Casa-
juana, Dorothy Mathews, Natalie Kingston; also others.
Robert Armstrong, William Demarest, and Francis

McDonald are among the men.

Audience demand is already created for this McLaglen
epic. Keep the patrons of your theatre informed.

Story by J. K. McGuinness
HOWARD HAWKS Production

WHO PLAYS with FOX PROFITS with FOX

TOR VJMCONI

o Another new big box-office
personality

Featured with Phyllis Haver
in the season’s most sensa-
tional motion picture offering

CHICAGO

VICTOR VARCONI
as he appears in
"Chicago”

•sscs which have
established her as one of the biggest
linds of recent years. Phyllis Haver
is destined to score one of the great-
est individual triumphs in screen
history as "Roxie Hart" in the dy-
namic DcMillc Studio Production
"Chicago" Directed by Frank Urson,

featuring in the cast Victor Vurconi.
Virginia Bradford, Robert Edcson.
Julia Faye, May Robson and T Roy
Barnes. Adapted by Lenorc J. Coffee
from the play by Maurine Watkins,
produced on the stage by Sam H

zMost Sensational Role of Year

PHyLLIS HAVER

«» QOXIt N*nr m

'CHICAGO'/

NO personality in recent years has
registered so definitely and em-
phatically with exhibitors and public
as has Victor Varconi. He has every-
thing that makes for the popular
screen idol.

He is destined to achieve new tri-
umphs in the sensational production
“Chicago” directed by Frank Urson.
Adapted by Lenore J. Coffee from the
play by Maurine Watkins, produced
on the stage by Sam H. Harris.

Pafhe Exchange, Inc.

DcMmac

PaTmC WESTERNS • PATHESERIALS - PATMlCORIOIIf

Producers International Corp., 130 West 46th St , New York. WILLIAM M. VOGEL, General Manager, Foreign Distributors of DeMille and Metropolitan Studio Productions,

Member of Motion Picture Producers and Distributors of America. Inc , WILL H. HAY'S, President.

Office Survey

s 0f the com
rely indicate

videb scattered s_

of the pictures, b
box office .

v Pickford, Star

Capacity

Atlanta

Pittsburgh
Seattle

Capacity

Tampa

Minneapolis =

“One of the most de-
lightful of youthful fan-
tasies, with

MARY PICKFORD
at her loveliest , her
funniest and her best;
save a date for —

‘MY BEST GIRL’”
— Omaha Bee

^or bigger
profits
Ijor greater
prestige

UNITED ARTISTS PICTURE

eyerY

CITY RECORD
CAPACITY
BIG

CAPACITY
BIG
■ RO'

S

E PRODIGAL
ON RETURN/

of vital importance 1
to every exhibitor
playing news reels

New York, Oct. 21, 1927

MR. WILLIAM RAYNOR, Manager
Pathe Exchange, Inc.

1600 Broadway
New York

Dear Mr. Raynor:

Your Milton Kronacfcer has no doubt informed you that I had fallen for the
high-powered gab of a salesman with a new News Reel, aind had quite made up my
mind to worry along this year without the PATHE NEWS. ' Call me disloyal, a de-
serter, if you will, but those boys had a fine bag of tricks and I fell for it. You know
the Prodigal Son returned and while I do hot expect you to serve any well-fed veal,
I want to come back to the News Reel I started with thirteen years ago, and I will
autograph the dotted line as soon as Milt calls on me.

Salesmen are all fitted with whirlwind motors this year, but it was not a sales
talk that caused me to see the light. No, nothing like that. It was a mere patron who
put me wise to myself. Handed me a tip that is worthy of consideration. He said:
"I certainly miss PATHE NEWS and would like to see it back on your screen.”
While the said mere patron was wholly innocent of the effect his chance remark made
on me, it was, nevertheless, convincing.

My customers will have PATHE NEWS again. I think it behooves me to run
the News the fan knows.

Very truly yours,

Wm. F. Burke, Manager,

MECCA ENTERPRISE, INC.

N£W YORK CRITIC/

THE 9kwttt£,

LIFE of

Boaring BecePtlon from Bevlewcrs . . . .

Burning up Broadway at the Globe. at

$1.10 too. ...Shot to Capacity Pay after

Opening.. ..FIRST NATIONAL'S Second

Great Boad-Show Triumph of the Season!

“We haven’t had sc
much fun in a lonj
time.”

—Herald-Tribunt

“Is in for a long life
and a happy one.”

— Evening Worlc

“A new and intelligeni
step in movies.”

— Daily Mirror

“Launched a thousanc
gags. Sets of unusual
beauty.”

—Evening Graphic

“Most amusing. Marie
Corda fascinating.”

— New York Times

“It’s a mighty delicious
affair.” — Film Daily

“‘Helen’ a gem. It will
get plenty of money.

— Exhibitors’
Daily Review

“Two distinctly fine
things have been
wrought in ‘Helen of
Troy’.”— N. Y. World

!>

“You won’t go wrong
if you spend your pen-
nies for a good time
at ‘The Private Life
of Helen of Troy’.”

— Telegraph

“Brings a breeze of
originality from the
West.”— Sun

RICHARD BARTHELMESS
in “The Patent Leather Kid”
Directed by Alfred Sailtelt
An Alfred Santcll Production

THE PRIVATE LIFE OF
HELEN OF TROY

with Maria Cord a Lewis Siotic
-*» Ricardo Cortez — written for the
Screen and produced hv Carey Wilson

NORMA TALMADGE
in “Camille”

CONSTANCE TALMADGE
in “Breakfast at Sunrise”

Allan Dwan's Production

“MAN CRAZY”

with Dorothy Mackaill— Jack Mulhall

“THE CRYSTAL CUP”

ith Dorothy Mackaill— Jack Mulhall

KEN MAYNARD
in “Gun Gospel”

FRENCH DRESSING’

I.JP*

1

r

Xl

OTHER/

READY

mmm

issapfi

@ypw

John McCormick presents

COLLEEN MOORE
in “Her Wild Oat”

Directed by Marshall Neilan

"The SHEPHERD the HILLS”
by HAROLD BELL WRIGHT

with Molly O’ Day
Directed by Al Rogell
Produced by Charles R. Rogers

with WILL ROGERS
-Louise Fazenda and great cast
Directed by Richard Wallace

HARRY LANGDON
in “The_Chaser”

RICHARD BARTHELMESS
in “The Noose”

BILLIE DOVE

in “The Love Mart”

( formerly '‘Louisiana”),

MORE Simulta-
neous Smack*
overs than any
other Com-
pany can be-
gin to show . .
First national’s
Leadership has
never been
SO ABSOLUTE
as it is today!

“SAILORS’ WIVES”

by Warner Fabian
with Mary Astor and Lloyd Hughes

Charlie Murray and George Sidney'

in “FLYING ROMEOS”

Iffy ■ .

IBS

l ‘,1-j V Jjffp

t 1

SHRUNK w I

k ; ■% ‘ • 1

lift. 1

W& -■ '-Sal

IP £nmgit' £»_$

r t ^mim A

That’s what you^j
say when yot
look over you
B ox-Off io
Statemen
after you’ vi
k plaved-

-at her

unbeatable

best

Olotonly *

THE YE AW
GREATEST SPECIALS
but WEEK-AFTER-WEEK.
STAR-HITS -too

CAdapkd from the story by

HOWARD IRVING YOUNG

PRODUCTION

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 0036-37-38. Cable Address :
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd„ W. C. 2

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 51

Presentation Acts 53

The Theatre 78

New Pictures 81

Press Sheets 82

Available Attractions _ 83

Classified Advertising 87

The Box Office Ticker 88

“What the Picture Did for Me” 89

FEATURES

Broadway 24

Los Angeles, by Ray Murray. 32

Re-Takes 32

New York, by John S. Spargo.... 34

Pictorial Section FoL 34

Service Talks, by T. O. Service.. 77

Letters from Readers 86

Chicago, by W. W 96

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

EXHIBITORS spread Christmas cheer into hearts of America;

Special matinees carry joy to crippled children; A survey of
Christmas in the nation’s theatres.

FOX getting Poli chain, is report; Attorney confers with Shool-
man, option holder — Stanley and Keith-Albee merger deal now
is reported to be definitely off.

BOOMERANG strikes bluenoses; Iowa exhibitor arrests six mer-
chants and churchmen in move to get fair play; Themper warns
of “bigotry lobby’s” strength at Washington.

ANTI-STRIKE fund of $250,000 is voted at convention of M. P.

. T. O. of Kansas-Missouri ; Delegates decide to rejoin national
body; All branches of industry cooperate.

Q ENATE gets Brookhart’s anti-block
booking bill; Violators would face year

in prison Frank J. Wilstach succeeds

Beatty with Hays body.

QjTANDARD contract for freelance play-
ers is approved by actors and producers
Fire costs $3,000 at Plaza in Philadel-
phia Romaine Fielding is dead.

QWNER of Tivoli at Detroit is arrested
in bombing inquiry Chicago opera-
tors to demand wage increase Tuesday

Hammond bombing investigator quizzes
Kleihege.

^UTHORS and Hays vote new system to

bar salacious material Rumor says

Fox will construct huge Roxy house in
London soon — Cameraman in plane in-
jured.

J NDUSTRY awaits message of Gov. A1
Smith, presidential ace and foe of cen-
sorship Universal chain forms vaudeville

agency Operators clash at Anderson,

Ind.

^ OLUMBI A signs Leroy Alexander,
Brandt tells midwest sales meeting in

Chicago House approves exemption on

dollar admissions; Move to reduce other
taxes fails.

JT 1RST NATIONAL is strong in Britain

following merger Fred Miller signs

contract to show four Fox specials in

Carthay Circle theatre Warners complete

program.

pRINTS made from fight films are legal,
says Ohio judge, but censor stops them
— Bandits spoil holidays for several the-
atres; Get $5,087 at Aldine in Pittsburgh.

Best Box Office Names and “The Studio”
Will Appear in Next Issue of The “Herald”

20

EXHIBITORS HERALD

December 24, 1927

EXHIBITORS

HER AIT)

Qfie independent tirade ^aper
Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week. The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXII December 24, 1927 No. 2

Glancing Backwards

THE approach of the holiday season always comes as
a logical moment for a glance backward over the
events of the year that soon will be ended. The past
year in the motion picture industry has not been a spec-
tacular period but it has nevertheless been a term in
which many sub-surface changes of great and sweeping
importance have taken place. Many of these will show
above the surface in the early months of 1928 and will
become apparent to all observers.

The past year will stand out as a difficult one in the
recollections of persons identified with all branches of
the industry. This is true because the period brought to
an acute stage many problems and difficulties which had
been developing for many years.

Probably the outstanding incident of the year was the
realization, which was brought severely home, that the
motion picture business is not one of limitless income-
producing abilities. The swift and tremendous develop-
ment of the business seemed to create and maintain the
notion that revenues of all kinds would constantly and
unwaveringly increase from year to year, without any set-
backs. The industry generally, and most of its personnel,
had fallen into the notion of believing that new attend-
ance records could year after year be established; that
higher and still higher rental receipts could be gained
year after year. Little thought has been given to possi-
bility that a close approach to maximum receipts, for the
time being, had been reached and that further develop-
ments could only be had through the more slow process
of gradual and constructive effort which other and longer
established industries must follow.

* * #

IN many quarters during the past year theatre attend-
ance did not show the increase which had been ex-
pected to come about in the normal course. The results
of this, of course, were quickly reflected in the unwilling-
ness and the inability of exhibitors to meet the increased
scale of film rental charges which distributors had been

in the habit of levying from year to year. All of this
affected the entire structure and the entire thought of
the industry. In some cases an approaching disaster was
forecast and in other cases, where the situation was being
thought out more intelligently, it was becoming under-
stood that while the industry’s future stands in no doubt
whatsoever many of the extravagant and unreasonable
practices of other years must be dispensed with.

The unsound production basis upon which much of the
industry’s producing activities have rested came in for a
considerable share of attention during the past year.

The studio situation was brought forcefully forward,
with the producers’ announcement of a wholesale cut in
salaries for all of the studio people. This announcement,
which provided a course of action which was decidedly
more drastic than the situation called for, was eventually
allowed to die a quiet death but before its death it
effectively served a very good purpose in impressing upon
all persons identified with producing activities that the
time had come to call a halt upon the wasteful and un-
economic practices that had been in effect.

The shaking down and settling down process which
has been working through the business of motion pictures
during the past year has already accomplished fine re-
sults. It may be argued by some that in certain instances
the curative measures introduced were more drastic than
warranted, but at the same time it must be admitted that
many bad conditions that have long existed in the indus-
try have been wiped out, leaving a decidedly favorable
prospect for the coming year.

* * •»

THE business of motion pictures is sound and sub-
stantial in every salient respect. It is true that a
number of important reformations and readjustments
must be brought about but, fortunately, it may be re-
corded that the majority of the essential reformations and
readjustments that are needed are already under way.

It remains only for sound judgment and proper man-
agement to be applied to the industry to insure the con-
tinuance of its prosperity and its development in all
important respects. The industry is decidedly out of its
infantile struggles for a place in the world of commerce
and industry, but there still remain many vital problems
to be solved.

The motion picture, for all practical purposes, may be
considered a necessity of life in the modern world. The-
atre patronage may not show the phenomenal growth of
other years but for the properly conducted theatre enter-
prise there is every reasonable expectation of increased
attendance. But attendance may not be expected to drift
automatically to the theatres; it will have to be brought
into the theatres by force of meritorious entertainment,
backed up with solid and consistent promotional effort.

The problem of better pictures will always plague tho
studios but many of the more pronounced difficulties
under which the studios have been working will become
ameliorated during the coming year. The acting talent
has been impressed with the economic considerations in-
volved in the making of motion pictures and this is bound
to have a considerable effect upon costs. The necessity
of cost curtailment also has been impressed on all of the
other vital factors concerned in the making of motion
pictures and much good has thereby been accomplished.

The decks of the industry have been cleared of a lot
of ineffective and unproductive impedimenta during the
past year and the trade ship is now prepared to battle
efficiently for its objectives.

» « 31 ifflerrp Christmas

To the

INDUSTRY

December 24, 1927

EXHIBITORS HERALD

21

Exhibitors Spread Christmas
Cheer into Hearts of America

IMgfjligljtsi on
Christmas ®ree
tije ®l)eatre

ATLANTA — Exhibitors unite in staging
mammoth midnight benefit for “Empty-
Stocking Fund” . . . Special entertainment
for children at Keith’s Georgia. . . . Chil-
dren’s matinee at the Howard.

CHICAGO — Jazz, opera and comedy stars
entertain 4,000 at Chicago theatre. . . Na-
tional Playhouses sell Christmas books. . .
Juvenile shows given.

ST. LOUIS — Yuletide merrymaking fea-
tures presentation shoivs. . . Santa Claus dis-
tributes gifts at exchanges.

PORTLAND ORE — West Coast Theatres
invite youngsters to free matinees.

INDIANAPOLIS — Food for needy is price
of admission to children’s matinee at Lyric.

SIOUX CITY — Capitol theatre is Christ-
mas gift to public, as is the Riviera at Water-
loo.

DES MOINES — Free parties for deserving
children arranged throughout city as well as
Iowa, with candy and toys.

MINNEAPOLIS— “Kiddie Revue” is F &
R’s present to young folk.

CANADA — 1,800 orphans, cripples and
blind children are guests of Imperial at
Montreal, with amputation cases reclining
upon sloping board platforms. . . Santa and
Rotarians entertain at Keith’s in Ottawa, and
Kiwanians at Regent and Imperial.

KANSAS CITY — Special show for young
unfortunates set for Monday morning at
Loew’s Midland.

SALT LAKE CITY — Special music and
decorations prepared.

OMAHA — “Robinson Crusoe” booked at
Riviera for the youngsters.

SAN ANTONIO — Texas theatre hooks up
with Spanish paper for benefit matinee for
the poor.

HOUSTON — Horwitz theatres arrange for
enormous Christmas tree in City Audi-
torium. . . Children hang socks on mantel
at Interstate houses in Texas to get gifts
from Santa in Christmas Week.

MILWAUKEE — Thousands of youngsters
enjoy themselves at Carl Laemmle Good-
fellow Christmas party in fifteen theatres. . .
Alhambra plans Christmas midnight show
for adults.

PITTSBURGH — Stanley features Christ-
mas carol at Grand. . . Loew circuit centers
on prologues and overture.

WASHINGTON — Stanley-Crandall thea-
tres give away twice as much of candies and
toys at community parties for children as
last year.

NEW YORK — Miss Margaret Illington
(Mrs. Major Edward Bowes) joins Capitol’s
radio family Christmas night. Holiday sea-
son emphasized in theatres’ music and pres-
entations.

ALBANY — Christmas parties, with grab
bags, planned at exchanges. . . Theatres
decorate lobbies.

Special Matinees Carry
Joy to Crippled Children

Bedridden, Brought from Ambulances on Stretchers,
Watch Show from Especially Sloped Platforms

By ERNEST A. ROVELSTAD

Good will toward men — the message of Christmas — is being carried into
the homes of America this Christmas season by the nation’s motion picture
theatres as it never has been before.

New Lessons in Cooperation

Exhibitors’ thoughts, deflected from any individual troubles they therm
selves may be experiencing, are centered upon helping to light up their
communities with the good cheer of Yuletide. And as Christmas belongs
essentially to children, so many thousands of youngsters — the orphans, the
crippled, the homeless — are being entertained at special matinees at which
they not only are the guests of honor but are the happy recipients of candy
and toys in abundance.

The lesson of cooperation with the
community — an integral part of success-
ful showmanship — shows itself best at
Christmas time. Cooperation with news-
papers in providing assistance for the
needy is evidenced in cities from Coast
to Coast, in this Herald survey. So,
too, in special music, pertinent presenta-
tions and in bookings of motion pictures
with the special flavor of the season, the
happiness of the year-end is carried to
the public.

Sloping Platforms for Bedridden

One of the most novel features of the
Christmas events this year was demon-
strated at the Imperial theatre in Mont-
real, where bedridden cripples, brought
to the theatre in ambulances and carried
into the auditorium on stretchers,
watched the show while reclining on
sloping platforms.

Here is what the Herald correspondents
found regarding Christmas observances.

All Atlanta Theatres
Join Midnight Benefit

(Special to the Herald)

ATLANTA, Dec. 20. — Plans for the
biggest Christmas entertainment ever
staged in Atlanta were consummated
when theatre managers agreed jointly to
present a mammoth midnight benefit for

Christmas Shoppers
Praise Exhibitor

(Special to the Herald)

ALBANY , Dec. 20. — The Strand
theatre in Carthage has a good
idea that might well be used by
other motion picture theatres dur-
ing the holiday seasons. The
Strand has opened its rest room
for the benefit of Christmas shop-
pers. A matron has been placed
in charge, and all packages are
checked without cost. Every
courtesy is shown to those who
desire to use the rest room, even
though they may not wish to see
the show. The idea has made a
hit with the merchants of the
village.

the Atlanta Georgian’s “Empty Stocking
Fund.”

The benefit will be given at Keith’s
Georgia at 11:30 p. m. Every act booked
in the various vaudeville and picture houses
will be available and musicians, stagehands
and operators are joining forces with the
managers, each group providing services
without charge.

The undertaking may also be regarded
as a tribute to Fuzzy Woodruff, feature
writer for the Georgian and Atlanta’s lead-
ing dramatic critic, who single handed has
raised the “Empty Stocking Fund,” fof
many years.

The American Legion and Auxiliary will
conduct the advance ticket sale. Tickets
will be $1.

Theatres are entering the spirit of
the season also in their decorations.
The Capitol, for example, has in the
center of the foyer a brilliantly illumi-
nated Christmas tree, mounted on a
snow-covered chimney top, festoons of
green and red surrounding the central
chandelier, and each panel along the
walls carrying out the same note.

Fitting its program to the season, the
Capitol presents this week the Fox special,
“Travels in Toyland.” The program fof
the week of December 25th will contain
Universal’s special Christmas comedy, “The
Newlyweds Christmas Party,” while the
long feature picture will be “The Four-
flusher,” Universal picture chosen to cele-
brate Carl Laemmle’s Joy Week.

Keith’s Georgia is making elaborate plans
for the special entertainment sponsored by
the Elks for the poor children. A huge
Christmas tree will be laden with gifts,
donated by the Elks and friends. The tree
will be placed on the stage of Keith’s
Georgia, and following a special morning
matinee, Saturday, December 24, which
hundreds of children will attend as the
guests of the Elks, the gifts will be dis-
tributed along with baskets, one basket for
each family represented.

Gifts at Children’s Matinee

The regular program at Keith’s Georgia
during Christmas week will be headed by
“Serenade” (Paramount), with an unusu-
ally strong vaudeville bill headlining Patri-
cola.

The Howard’s special celebration will
take the form of a Saturday morning
children’s matinee December 24. These

22

EXHIBITORS HERALD

December 24, 1927

matinees, given under the supervision of
the Better Films Committee, are a regular
feature at the Howard, but the Christmas
spirit will be introduced by way of small
gifts to all children attending, and special
baskets of food, clothing and toys. The
bright particular feature of the matinee
will be the drawing for a gorgeous doll.

Loew’s Grand plans no special recogni-
tion of the season aside from its decora-
tions. The feature will be M-G-M’s
“Love.” The Rialto will play Tiffany’s
“Wild Geese.”

Crippled and Blind
Honored in Canada

(Special to the Herald)

OTTAWA, Dec. 20.— One of the big
Christmas treats was provided December IS
by Manager H. W. Conover of the Im-
perial, Montreal, when, in co-operation with
the Montreal Motorists League, civic and
hospital officials, he played host to 1,800
orphan, crippled and blind children. A spe-
cial program, which included a 40-foot
Christmas tree and a lively Santa Claus,
was presented in the morning, the children
being brought to the theatre in private and
public automobiles, street cars and even
ambulances. The police closed the street
to vehicular traffic during the time that the
hundreds of children were arriving or de-
parting.

Amputation and other cases reclined
on sloping hoard platforms in order
to see the screen, stretchers being
used for transportation from automo-
biles. Groups of blind children, in
charge of nurses, enjoyed the fun
with the help of “interpreters,” and
they all received presents.

The largest Christmas party in Ottawa
was at B. F. Keith’s theatre, under the aus-
pices of the Rotary Club, of which J. M.
Franklin is a director. Manager Franklin
booked “A Kiss from Cinderella” for the
one performance on Saturday morning,
December 17, and there was a Santa, be-
sides clowns and other entertainers. Each
Rotarian brought a crippled child in his
own automobile, street cars and busses
brought the inmates of orphanages and spe-
cial schools.

On the morning of December 24, Mana-
ger Ray Tubman of the Regent and Im-
perial theatres, Ottawa, was to give charity
performances under the auspices of the
Kiwanis Club of which he is a member.
“Peter Pan” was the special screen at-
traction.

A “Toy Shower” was a special and suc-
cessful Christmas feature at the Capitol at
Calgary, Saturday morning, December 10.

Paramount Pep Club
Stages Lively Party

(Special to the Herald)

NEW YORK, Dec. 20.— The
Paramount Pep Club have planned
a special Chistmas party which
will be held tonight at the Hotel
Roosevelt.

A feature of the evening will
be the presentation of gifts to
each other. In order to obtain
equal distribution each member
will be required to show his gift
as well as his membership card in
order to gain admission the hotel.

Some of the artists obtained for
the affair are: “The Argentine Re-
view,” Uncle Robert and His Pals,
Lillian Eranger, the Paramount
Pep Club orchestra recently or-
ganized under the direction of
Irving Talbot, and Agnes Davis
and Wilbur W. Evans, winners of
a $17,500 prize and scholarships
in a national radio contest.

Children were admitted to the morning
performance if they brought toys for subse-
quent distribution among the poor. Mana-
ger John Hazza got almost more than he
bargained for. A motor truck was filled
twice with the contributed toys. Merchants
co-operated by offering certain toys at bar-
gain prices if they were to be taken to the
“Toy Shower.” The performance was held
under the auspices of the Boy Scouts, who
stood guard at the door and also looked
after the ushering. Regal films donated
the use of pictures.

Christmas Seal Drive
At St. Louis Theatres

(Special to the Herald)

ST. LOUIS, Dec. 20. — Christmas Health
Seals and Buttons were sold in the leading
theatres. Proceeds went to the Tuberculo-
sis and Health Society of St. Louis. More
than 200 volunteer workers aided.

Santa Claus visited Loew’s State to enter-
tain hundreds of orphan children at a spe-
cial show on Saturday, December 10. Mary
Pickford’s “My Best Girl” was the feature.
The management also put on a special stage
show. The Loew’s Syncopators made their
bow during the season, as did “In Old
Kentucky.”

Cecil B. DeMille’s “The King of Kings”
opened a two weeks’ run at the American
December 18. “Serenade” was the screen

offering of the Ambassador, while Eddie
Lowry prepared a special stage show.

Yuletide merrymaking is featured at the
Missouri theatre this week ending Christ-
mas Eve. Brooke Johns styled his show
“Christmas Revels.” It featured a number
of children. There were fifteen specialty
acts on the program. Arthur Nealy and
Ginger Rogers had big parts in the stage
show.

Exchanges had Christmas trees and
Christmas decorations, while Santa Claus
was to make a personal appearance at some
establishments on Christmas Eve and dis-
tribute presents hanging on the trees.

Children Bring Food
As Price of Admission

(Special to the Herald)

INDIANAPOLIS, Dec. 20.— Billy Con-
nors, manager of the Marion. Theatre Com-
pany,_ Marion, Ind., will entertain thousands
of children there at a special matinee Satur-
day at the Lyric. Each child will bring
food as the price of admission, the food to
be distributed to needy families.

“Say it with pictures” might well be the
Christmas season slogan of the Falace at
Gary, Ind., which for the month has booked
only especially meritorious productions.

An unusual Christmas gift is being of-
fered for sale by the Quimby theatres in
Fort Wayne. It is called “The Book of
Delight.” A beautiful holly border fringes
its edges and inside are pages of coupons
of varying denominations which may be ex-
changed for theatre tickets at any of the
company’s houses.

Two Iowa Theatres
Open in Holidays

( Special to the Herald)

DES MOINES, Dec. 20.— Parties for
children take the center of the stage of
activities in Iowa, but Sioux City will find
a brand new theatre in its stocking Christ-
mas morning when the Capitol will make
its bow. It will be managed by L. E. David-
son, who already manages the Princess.

Waterloo will have a New Year’s gift in
the fine spanking new house just completed
there by the A. H. Blank interests. The
Riviera will open December 29, in time to
get in on the New Year’s eve party. Her-
bert Grove, formerly manager of the Des
Moines, will have charge.

Free parties for youngsters will be given
over the state on Saturday, Sunday and
Monday morning. Managers get more fun
out of these annual affairs than the young-
sters do.

Harry Wyatts of the Capitol in Des Moines
will co-operate with the Junior Chamber of
Commerce in entertaining poor children
and those living in institutions at 9:30 Satur-
day morning. There will be candy and toys.
Jesse Day of the Des Moines theatre is all
set for the annual Elks party given for poor
children Christmas morning. More than
2.000 eager youngsters will be there. Lionel
Wasson of the Strand is completing plans
for a party in which there will be newspaper
co-operation.

Kenneth Thompson, of the King at Albia,
is working with the Kiwanis Club in an
effort to entertain the young people of the
town Saturday. Joe Gebracht has room for
1,500 children in his Ames houses, where
he will hold parties Monday morning.
Ames is a bluenose town.

There will be a party on Christmas morn-
ing for the Newton youngsters, who will be
guests of George Hundling at the Capitol.
Jim Levine at the Columbia in Davenport
will co-operate with the Woman’s Club in
holding a party for the small citizens De-
cember 29. The Princess in Sioux City
will be the scene of another such party
Saturday morning.

Attractive holiday strategy will be used
all week by Harry Watts of the Capitol in
Des Moines. Preceding the first show each
day he will show “Robinson Crusoe.” The

December 24, 1927

EXHIBITORS HERALD

23

Here are some of the 2,000 youngsters who thronged the Alhambra last year at
the Christmas party. (Milwaukee Journal photo.)

rest of the regular show will follow. Chil-
dren will get their money’s worth there.

Kiddie Revue Heads
Minneapolis Programs

(Special to the Herald)

MINNEAPOLIS, Dec. 20. — Although
the Minneapolis picture houses are becom-
ing resplendent with Christmas decorations,
the holiday shows will not open until Sat-
urday, when the State theatre will feature
the semiannual Kiddie Revue.

The Pantages theatre, which more and
more is swinging over to motion pictures,
is pointing up its Christmas programs.

This will be the last Christmas in Min-
neapolis of Carlton Miles, dramatic critic
of the Journal, who is going to San Fran-
cisco to manage a theatre.

Finkelstein and Ruben, the Minneapolis
Journal and the Minneapolis Community
Fund will play Santa Claus to the poor
children Thursday at the Kiddie Revue
show. Nuts, candy and sweetmeats will be
distributed by a Santa Claus and the chil-
dren will be provided with funmakers.

The house will be specially decorated.

Mayer Uses House Organ
To Put Over Well Wishes

Joe Mayer, manager of the Palace thea-
tre, Hamilton, O., is using an extremely
effective house organ for Christmas this
year. On the cover a letterhead in white
is reproduced, and in the space for the
letter is a handwritten message addressed
to theatre patrons. The cover is made spe-
cially attractive by having a light green
background, with a Christmas tree printed
in darker green, and a Santa Claus draw-
ing printed in red.

As a special Christmas exploitation,
Mayer co-operated with a local newspaper
and ten merchants to put over a campaign
called Make Some Kiddy Happy.” The
campaign started off with a parade in
which 1,500 children marched to the thea-
tre to see a free show. During the cam-
paign free shows were given once each
week for ten weeks and 24 children were
given autos and scooters.

Loew’s Midland Gives
Special Show at K. C.

( Special to the Herald)

KANSAS CITY, Dec. 20. — Christmas
programs arranged by Kansas City thea-
tres this year virtually are the same as last
year, with few exceptions. At Loew’s Mid-
land the Junior League Follies, a social
organization of Kansas City, will stage a
special show the morning of December 26,
the proceeds to go to charitable institutions.
Orphans and crippled children from vari-
ous institutions will be admitted free. The
regular Christmas program at the Loew’s
Midland will consist of liberal lobby deco-
rations, specially arranged organ solos and
an overture of Christmas songs.

At the Newman slides again will be used
in conjunction with an organ solo in ex-
pressing the “Merry Christmas” wishes of
the theatre to its patrons, while there also
will be lobby decorations of wreaths.

Some of the smaller suburban houses
planned the giving away of sacks of candy
to children on Christmas night.

Party on New Year Eve
Heads Salt Lake Events

( Special to the Herald)

SALT LAKE CITY, Dec. 20.— Theatres
belonging to the Louis Marcus Enterprises
in this city, consisting of the Capitol, Para-
mount Empress and the Victory, will have
an especially big celebration on New Year
eve at the Capitol, participated in by the
orchestras and the, Fanchon & Marco Com-
pany presenting “The. Polar Idea.”

A large Christmas tree will illuminate the
center of the big stage. Special music is
being arranged by the guest director, Oliver

Night Clubs Closed in
Pre-Holiday Campaign

(Special to the Herald)

SAN ANTONIO, Dec. 20.— No
more will San Antonio theatres
have room to kick because they
believe that the open-all-night
rendezvous are hurting their busi-
ness. This week, the police de-
partment of this city made a
thorough clean-up of all night
clubs and road houses in, and ad-
jacent to, San Antonio. Places
that were the least bit suspected
of dealing in illicit liquors or run-
ning gaming devices were shut
down in a pre-holiday campaign.

Alberti. Clara Bow in “Get Your Man”
will be the picture offering for Christmas
week.

The American is to have an attractive
lobby display, and the American Dansante,
a large ballroom operated in connection, is
being brightly decorated.

The picture to be shown at the Para-
mount Empress is “Her Wild Oat.”

Trees will be placed in all the larger
houses.

Omaha Riviera Plays
Special for Children

( Special to the Herald)

OMAHA, Dec. 20. — Holiday decorations,
Christmas music and a special six-reel film
for the kiddies, “Robinson Crusoe,” will be
some of the special Yuletide offerings at
the Riviera, of which A. G. Stolte is man-
ager. The presentation for the week will
be the Publix unit show, “Dawn Caprice,”
and the feature will be “Her Wild Oat.”

Food and Toy Matinees
Staged in Texas Houses

(Special to the Herald)

SAN ANTONIO, Dec. 20.— Texas is
doing new things and old to keep up box
office receipts during the holidays. Many
houses have tied up with charitable organi-
zations to provide them with all toys and
articles of clothing or food taken in at spe-
cial matinees.

The Texas theatre in San Antonio has
hooked up with La Prensa, the largest
Spanish paper in the country, on their an-
nual Christmas, tree for poor Mexican chil-
dren. The Texas held an all-Spanish mid-
night matinee at 50 cents admission and
put on a program of Spanish acts, together

with Paramount’s “Soft , Cushions” with
Spanish titles.

The Horwitz theatres in Houston have
arranged, in co-operation with the Houston
Press, to hold an enormous Christmas tree
in the City Auditorium Christmas eve.
Newsboys will be given turkey banquets on
Christmas day.

All Interstate theatres in Texas have
advertised two weeks in advance that
all children who hang their socks on
the Majestic — all Interstate houses are
called “Majestic” ■ — fireplace before
Christmas , will receive a gift from
Santa Claus Christmas week, when
they come back to the theatre, with
paid admission.

The Texas will run “Robinson Crusoe”
at four consecutive matinees for children.
Regular children’s prices will be charged.

Special appeals were made through news-
paper advertisements for the trade of
Christmas shoppers at the bargain mati-
nees, and matinee business is especially
good this season. All Publix houses have
been sent trailers of Christmas greetings.

Goodfellow Party for
Milwaukee’s Youngsters

(Special to the Herald)

MILWAL1KEE, Dec. 20. — Thousands of
children enjoyed themselves to their heart’s
content at the Carl Laemmle Goodfellow
Christmas party the morning of December
17, which was celebrated at fifteen theatres
in the city. At all these houses the mana-
gers, motion picture machine operators and
musicians gave their services gratis.

The Milwaukee Journal has conducted a
goodfellow club for several years to aid
the needy. Last year all houses of the
Milwaukee Theatre Circuit under the direc-
tion of Nat J. Blumberg and the Alhambra
under the direction of Fred S. Meyer com-
bined in this party. This year the three
local George Fischer theatres joined in.

The party was held at every house at
10 a. m., Saturday, and the admission was
an article of clothing or a toy. Meyer
featured Reginald Denny’s “On Your
Toes.” with the regular stage show.

For the adults during Christmas
week Meyer staged an innovation in
Christmas entertainment in Milwau-
kee by featuring a Christmas Frolic
at 11:30 p. m. Christmas Day. On the
stage Meyer featured Al Carney and
Pat Barnes as a headline act.

This year the Journal Goodfellow party
was named the Carl Laemmle party, be-
cause Carl Laemmle is one of the big film
men from Wisconsin, and also becalttse
( Continued on page 42)

24

EXHIBITORS HERALD

December 24, 1927

NEW YORK. — Harvey Day, doing his
Christmas shopping, waxed quite in-
dignant over the crowded condition of the '
Woolworth stores. . . . Bruce Gallup, pre-
siding at the A. M. P. A., wasn’t sure
whether he was presiding over a business
luncheon or was the master of ceremonies
at a night club entertainment. . . . Artie
Stebbins and his trusty fountain pen left
last week for the Coast, and now watch
the mortality lists. . . . Frank Conklin says
Pete Woodhull and Charlie Pettijohn “met
by chance” at several of the South and
Southwest exhibitor conventions. . . . Nick
Schenck returned from the Coast last week
and now everybody is denying the rumor
that Louis B. Mayer is to leave Metro
soon. . . . Robert Lieber came up from
Indianapolis last week, talked business with
First National executives for a day, and
then returned to the home of the Circle
theatre. . . . Arthur Loezv returned last
week from a two months stay abroad,
looking much rested from the trip. . . .
Sidney Olcott reached New York in time
to see the opening of “The Private Life of
Helen of Troy,” and then sailed to show
the British how to make good pictures. . . .
Eddie Grainger, just back from a New
England trip, says business is booming,
especially Fox business, that being the only
kind he is interested in. . . . E. J. Sparks
was a visitor last week to the Hunting
Room, being the luncheon guest of Sam
Dembow. . . . John Robertson, eminent
director, returned from abroad last week
and after a few days in New York went
to the Coast. . . . George Eastman has
sailed for another hunting trip in Africa,
and what won’t these young fellows do !

. . . Jimmy Grainger, the travelingest of
all salesmanagers, is back from the Coast
and plans to stay long enough to get
acquainted with his family for Christmas.

. . . Fred Quimby, who usually don’t speak
until he knows what he is going to talk
about, says the report that M-G-M News
is to quit is a lot of very foolish talk. . . .
Frank Wilstach, who knows more about
“Wild Bill” than any other living man, and
who knows a lot of other things, takes
up his new job with Will Hays on Janu-
ary 1. . . . Fred Long, located in South
America for Paramount, who has been at
the home office for the past month, sailed
for home last week. . . . John Zanft hiked
out to Chicago last week, supposedly to
see something about a 6,000 seat Fox house
for the Loop district. . . . Joe Schnitzer,
senior vice president of F B O, has re-
turned from a three weeks trip over the
Midwest branches of his company. . . .
Nellie Revell, dean of lady press agents,
has joined up with United Artists and
gone to Chicago to take up her residence.

. . . IV. E. Calloway, southern salesmanager
for First National, has returned from a
trip over the thirteen branches in his terri-
tory. . . . Glendon Allvine, now with Fox
Films, returned last Friday from the Coast
studios where he has been for the past
month, getting a line on the new product.

, . . Carl Moss, ad copy writer for Uni-
versal, will go to England this week to
join Jimmy Bryson’s forces at European
Films. . . . B. S. Moss is reported to be
dickering for an interest in Columbia Pic-
tures, but neither Joe Brandt nor Jack Cohn
is here to deny it. ... Abe Myers, right
hand of Dr. Hugo Riesenfeld, will go to
Chicago with the doctor, but isn’t enthusi-
astic about leaving Broadway. — SPARGO.

“Chicago” Goes into Gaiety Friday

€]J Phyllis Haver and Victor V ar coni (in middle right picture ) head the
cast of the Pathe-DeMille production, while Robert Edeson, Julia Faye
(in middle left picture ) and T. Roy Barnes also have leading roles.

1. MW

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December 24, 1927

EXHIBITORS HERALD

25

F ox Getting Poli Chain, Is Report

Attorney Confers With
Shoolman, Option Holder

Stanley, Keith-Albee and Loew Fail to Scramble for
Circuit — May Revert to Poli

(Special to the Herald)

NEW YORK, Dec. 20. — A strong rumor is current here to the effect that
William Fox, shortly after the first of the year, will be in possession of the
chain of Poli theatres in New England.

Fox Attorney Meets Shoolman

No verification of this can be had, but it is known that an attorney repre-
senting Mr. Fox has had several conferences with Max Shoolman, who now
has an option on the Poli chain. This option was obtained by the payment of
$500,000, and expires on January 1 if $4,500,000 more is not paid to Poli at
that time.

Frank J. Wilstach
Succeeds Beatty
With Hays Body

(Special to the Herald)

NEW YORK, Dec. 20.— Frank J. Wil-
stach will join the M. P. P. D. A. on
January 1, according to an announcement
by Will H. Hays,
president of that
organization. Wil-
stach will take
over many of the
duties now han-
dled by Jerome
Beatty, who has
resigned to join
First National.

Wilstach is the
author of “Wil-
stach’s Dictionary
of Similes” and
the life of “Wild
Bill Hickok, the
Prince of Pis-
toleers.” For two
years he was with
Corporation.

He has a nationwide newspaper acquain-
tance and has done a great deal of writing
for newspapers and magazines.

Fire Costs $3,000 at
Plaza in Philadelphia ;
Patrons Leave in Order

(Special to the Herald)

PHILADELPHIA, Dec. 20.— As: flames
burst through the stage floor and smoke
filled the Plaza theatre here 500 persons
filed out in orderly lines. The feature was
being shown when a tongue of flame leaped
through the floor of the stage and rapidly
spread toward the footlights.

William Harrison, of Westmont, N. J.,
the organist, continued to play the instru-
ment until the fire beneath the stage had
severed the electric lines, while in the pro-
jecting room Louis Testardo, the operator,
kept on running the picture. Eight young
women ushers aided in the exodus, and no
one was injured. The damage was esti-
mated by John Stiers, manager, at $3,000.

Romaine Fielding,

Veteran Actor, Dies

(Special to the Herald)

HOLLYWOOD, Dec. 20.— Funeral serv-
ices were held Saturday afternoon for
Romaine Fielding, film actor who died at
Hollywood Hospital Thursday from an in-
fection following the extraction of a tooth.
Fielding has been in pictures fifteen years
and in 1912 won the title of most popular
male actor by fan ballot. He was well
known in Chicago film circles. His last
supporting role was in “The Shepherd of
the Hills.” He is survived by a widow and
three children.

French and Germans
Will Quit Poking Fun

(Special to the Herald)

PARIS, FRANCE, Dec. 20.— Four hun-
dred German and French musical and thea-
tre managers, meeting here, agreed to cease
poking fun at the racial characteristics of
the two nations.

According to advices from Boston, Mr.
Shoolman, on taking the option, figured
that there would be a scramble on the part
of some of the national chain theatre peo-
ple to take the Poli chain off his hands at
an approximate profit to him of a round
million dollars. The Stanley company,
Keith-Albee and Loew were supposed to be
the scramblers, but they didn’t scramble.

It is said that agents of Shoolman
approached all the above named as
well as Fox. With the exception of
the latter, it is said, the big chains
appeared but little interested in ac-
quiring the properties at Shoolman’s
price.

It is said in Boston that Shoolman has
had no great luck in finding a banker suf-
ficiently interested in his venture to finance
him to the extent of the $4,500,000 which
must be made January 1 to save the chain
to Shoolman. It would not surprise a lot
of people in Boston’s financial district to
see Shoolman forfeit the $500,000 already
paid and allow the theatres to revert to
Poli.

Hayden Stone & Co., Boston bankers,
who were reported to have been back of
Shoolman at the time the deal for the Poli
theatres was made, have recently an-
nounced that they have no connection with
the deal and are not financing it.

Tiffany-Stahl Spikes
Mayer Affiliation Talk

(Special to the Herald)

NEW YORK, Dec. 20. — There never
have been any negotiations for affiliation of
Louis B. Mayer with Tiffany-Stahl nor have
there been any intentions of such an affilia-
tion, M. H. Hoffman, vicepresident and
general manager of Tiffany-Stahl, declared

in commenting upon rumors heard in the
East.

“The Tiffany-Stahl company as it now
stands has all the necessary elements that
spell success,” Hoffman said, pointing out
that President L. A. Young “is well able to
supply finance and good business judg-
ment” and John M. Stahl “is well able to
cope with production problems.”

“L. B. Mayer is very happily situated
as one of the important factors of another
big company and would have nothing to
gain by a change,” Hoffman added.

Standard Pact
OK’d by Actors
and Producers

(Special to the Herald)

HOLLYWOOD, Dec. 20. — The new
standard contract for free lance motion
picture players was approved Friday at a
meeting of the Actors Branch of the
Academy of Motion Picture Arts and
Sciences.

It specifies that employment shall start
within forty-eight hours of date specified,
eliminates discharge of a player for lack of
specific reasons and provides for salary
considerations.

Producers have approved the contract.
The matter goes to a vote of the academy’s
directors this week and will become effec-
tive January 1.

Crosland Visits Folks in N. Y.

LOS ANGELES. — Alan Crosland, director, left
Friday for New York to spend the holidays with
his family.

Stanley and Keith-Albee Merger Deal

Now Reported Definitely Called Off

(Special to the Herald)

NEW YORK. Dec. 20. — The much talked of consolidation of Stanley and
Keith-Albee, which has been agitating the industry for a long time past, is
now said to have been called off definitely. No more verification of the
calling off of the deal can be had than could be had that the deal ever was on.

It was one of those things which everybody seemed to know and talk about
except those most vitally interested.

According to unverified rumors, the deal had so far progressed that only
the final signing of the papers remained to be done. Immediately after the
official notice that Keith-Albee and Orpheum had closed an amalgamation
had been given out came the story that all negotiations between Keith-Albee
and Stanley had been called off, presumably by the Keith-Albee people.

In verification of this, it is pointed out that E. B. Smith & Co., Stanley
bankers, and 1 Hayden Stone & Co., bankers for First National, took no part
in the Keith- Albee-Orpheum negotiations, Lehman & Co. being the only
bankers mentioned in the merging of the two big vaudeville circuits.

Frank J. Wilstach

Producers Distributing

26

EXHIBITORS HERALD

December 24, 1927

Rumors Say Fox Will
Construct Huge “Roxy”
House in London Soon

Council of Renters Protest
C. E. A. Trading Scheme
Being Planned

Authors and Hays Vote System
To Bar Salacious Material

Author May Prepare Neiv Story Omitting Unsuitable Parts — Must Not
Be Publicized to Connect ivith Old Title

(Special to the Herald)

NEW YORK, Dec. 20. — Joining of the Authors League of America
and the M. P. P. D. A. in an agreement to keep objectionable mate-
rial from the screen is the first step in a new plan whereunder
authors and motion picture producers will work together for the benefit of
of the author, the industry and the public.

'T* HIS first agreement, which follows a
series of conferences between Will
H. Hays and a committee from the
Authors League, is signed by Owen
Davis, president of the Authors League;
George Middleton, president of the
Dramatists Guild of the Authors League;
Inez Haynes Irwin, president of the
Authors Guild of the League, and Hays.
Members of the league’s committee are
Leroy Scott, chairman, Bayard Veiller,
Rex Beach and Owen Davis.

The arrangement regarding rejection
of salacious books and plays, as far as
picturization is concerned, follows:

As is now the case, a company
• member (of the M. P. P. D. A.)
will notify the association if offered the
screen rights to a book or play that the
member believes to be unsuitable for the
screen.

2 The association, as at present, with
• the assistance of other members of
the association and other authorities,
shall investigate the story which has
been deemed by such members unsuit-
able for the screen. In addition, the
association shall hereafter notify the
author of the story who may present to
the association his reasons why the story
shall not be rejected.

3 If it is decided that the story is
• suitable for the screen, the author
and the company or companies that sug-
gested its rejection shall be so notified.

4 If it is decided that the story is un-
• suitable for the screen, the author
and all the member companies of the as-
sociation shall be notified.

5 After a story has been rejected the
• author may prepare a new story,
with the unsuitable material removed and
with a new title (written notice of which
shall be given to the association by the
author) and which title does not in any
way suggest the old title, but using such
dramatic incidents and interest as may
be used and making certain the elimina-
tion of the unsuitable material. Then
the author may submit such new story
to producing companies for picturization,
as in the original instance, with the dis-
tinct understanding that it shall not be

publicized nor advertised in any way
that will connect the new story with the
old and that it shall not be presented in
any way that would mislead theatre-
goers.

Bombing Investigators
Quiz William Kleihege

( Special to the Herald)

INDIANAPOLIS, Dec. 20. — Investiga-
tion of the bombing of the new State
theatre at Hammond, Nov. 8, which re-
sulted in the virtual destruction of the
new playhouse, shifted from Hammond to
this city with the questioning of many
persons by Elmer Vrooman, an investi-
gator in the arson department of the state
fire marshal. Among the more important
witnesses was William Kleihege, a Ham-
mond theatre operator, who is said to have
been formerly associated with the State
theatre. Names of others quizzed were
not revealed.

It has been learned from an outside
source, however, that the investigators, who
incidentally have been very successful in
such cases during the past five years, are
working on a definite theory for the motive
for destruction of the theatre and are
seeking information to substantiate their
idea.

Cameraman and Pilot

Crash; Both Injured

( Special to the Herald)

DALLAS, Dec. 20. — John T. Kirk, com-
mercial aviator, and Marvin Jacobs,
M-G-M newsreel cameraman, were injured
in doing a flying stunt while making a
picture near San Antonio. The aviator
was seriously hurt but Jacobs escaped with
slight injury. Both men were taken to
hospital for treatment.

Extra Girl Gets 5 Year
Contract with Universal

(Special to the Herald)

HOLLYWOOD, Dec. 20.— Ruth Hurst,
an extra girl, has just signed a five year
contract with Universal. She has been
in pictures only two months.

According to London press dis-
patches, the British verdict on
“King of Kings,” the much dis-
cussed DeMille picture, is favor-
able. The picture opened last
week at the Covent Garden Opera
house, where clergy and ministers
of denominations predominated.

(Special to the Herald)

LONDON, Dec. 10.— (By Mail)— It is
stated on reliable authority that there is
a scheme afoot to supply the West End
of London with a “Roxy” which will
dwarf other London houses. It is said
that S. L. Rothafel, himself, may come to
this country to open it, and possibly stay
here for a time as its first manager. The
name of Fox is whispered in connection
with the enterprise.

* * *

The Kinematograph Renters Society
recently held a meeting to consider the
great trading scheme recently mooted by
the C. E. A., details of which have al-
ready appeared in the Herald. Fol-
lowing the meeting the secretary issued
the following statement: “The Council
(of the Renters) do not accept the state-
ments circulated as to the willingness of
renters to fall in with the scheme. The
settled policy of the Society representing
the renters controlling over 90 per cent
of the films exhibited, is to refuse to do
business with such combinations, believ-
ing that both from the point of view of
public service and general business in-
terest there is more to be gained by free
development and open competition.”

George Eastman Goes to
Africa on Game Hunt

(Special to the Herald)

NEW YORK, Dec. 20.— George K. East-
man, 73-year-old president of the Eastman
Kodak company of Rochester, sailed last
week on the Berengaria for his second big-
game hunting trip to Africa. Accompanied
by Mr. and Mrs. Martin Johnson, natural-
ists and big-game hunters, and his personal
physician, Dr. Alfred D. Kaiser of Roch-
ester, Eastman plans a trip up the River
Nile to Lake Albert, through the white
rhinoceros country and into the Congo.

Duell-Gish Hearing

Will Be Held in Secret

(Special to the Herald)

HOLLYWOOD, Dec. 20. — S u p e r i o r
Court Judge Ray Schauer has ordered
Charles Duell, plaintiff in a $5,000,000
breach of contract suit against Lillian Gish,
to appear before a notary public and make
deposition. The proceeding, however, is to
be held in secret at a later date. Miss Gish
is also to appear Jan. 10 to permit her
deposition to be taken.

“Covered Wagon” Taken
Off in Pittsburgh Rerun

( Special to the Herald)

PITTSBURGH, Dec. 20.— The Olympic
theatre had “The Covered Wagon” booked
for a week in addition to Vitaphone at-
tractions, but on the third day the picture
was taken out and “The Angel of Broad-
way” substituted, Vitaphone staying as is.
This is only the second time in four years
that this has happened in Pittsburgh.

Industry Awaits Message of Gov. Smith ,
Presidential Ace and Foe of Censorship

(Special to the Herald)

ALBANY, Dec. 20. — Much of interest to the motion picture industry is
attached to the impending message of Governor A1 Smith at the opening of
the New York legislature, inasmuch as the governor, who has invariably
gone on record as being opposed to censorship, is now a strong presidential
possibility. He has always favored a repeal of the censorship law, but his
recommendations have never been able to overcome Republican opposition.
No attempt to repeal the law is yet visible among the bills now awaiting
introduction. The industry is the subject, however, of several proposals,
among them one providing that each ticket must assure the holder a seat,
unless it is for standing room only; another imposing a penalty upon anyone
assisting in the admission of a person under 16 years old, and one extending
the operation of the workmen’s compensation act to persons employed in
production receiving under $25 a day, or not more than $100 weekly.

December 24, 1927

EXHIBITORS HERALD

27

Boomerang Strikes Bluenoses

The Latest
Bookings

Three new houses have booked Colum-
bia’s “Sally in Our Alley’’ during the last
month, the Avaloe and the Ogden, Chicago,
and the New Oxford at Burholme, Penn.

“Her Wild Oat,” First National, Colleen
Moore’s latest release, is booked for Loew’s
State, Los Angeles, the week of Dec. 23, at
the Warfield, San Francisco, beginning Dec.
24, and at the Fifth Avenue, Seattle, on
Dec. 31.

“The Love Mart,’’ Billie Dove’s latest for
First National, has just been shown at the
Warfield, San Francisco, and at Loew’s
State, Los Angeles.

“The Private Life of Helen of Troy’’ is
at the Million Dollar, Los Angeles, and has
played at the California, San Francisco.

“A Texas Steer,’’ with Will Rogers, has
been booked for the Granada, San Fran-
cisco, opening Dec. 31, and Los Angeles
will see it about the same time.

“The Shepherd of the Hills,’’ First Na-
tional, will have Los Angeles and San Fran-
cisco showings early in January.

“The Gorilla’’ and “Breakfast at Sun-
rise, ’ also First National, are booked for
the New England Gray Circuit.

Vaudeville Exchange
Formed in New York
By Universal Chain

( Special to the Herald )

NEW YORK, Dec. 20. — Because of the
growing number of houses in the “U”
chain working under a vaudeville policy,
the Universal Chain Theatrical Enterprises,
Inc., has decided upon the formation of its
own vaudeville agency.

William Stephens, who has been han-
dling the Gus Sun Vaudeville, has been
appointed to head the new agency, which
will commence operation immediately un-
der the name of the Chain Vaudeville Ex-
change with offices on the first floor of the
Colony theatre building, Broadway at 53d
street, New York City.

Operators Clash in Union
Dispute; End Up in Court

( Special to the Herald )

ANDERSON, IND., Dec. 20.— War be-
tween union and non-union operators,
brewing for some time, flared up recently
and a number of cinema employes found
themselves in police court as a result of
street clashes. A union representative had
been placarded in large letters and paraded
during the afternoon, in front of motion
picture theatres in which non-union oper-
ators were employed.

The battle started in the evening when
a non-unionist tore the placard from the
wearer, after which blows were exchanged.
In police court Hubert Docktor was
charged with assault and battery on Ethel
Featherstone, a theatre owner. She, in
turn, was charged with assault and battery
on Docktor. Two others were arrested.
Pleas of not guilty were entered and the
trials are set for a later date.

$20,000 Fire Loss

at Veronia, Oregon

( Special to the Herald )

VERONIA, ORE., Des. 20.— The Ma-
jestic theatre was practically destroyed by
fire here last week, which was caused by
an overheated stove in the rear of the
building. Loss $20,000. It is to be rebuilt
at an early date.

Iowa Exhibitor Arrests
Merchants, Churchmen

Manager at Warrensburg, Mo., Warns He9ll Close
Up Everything If His Theatre Is Attacked

Bluenoses found the archaic laws upon which they thrive were a boomerang
last week when theatre interests applied the same obsolete statutes to show that
“what’s sauce for the goose is sauce for the gander.” Outstanding was the
arrest of six merchants and a group of churchmen at Villisca, Iowa, on the
plea of a theatre owner for fair play.

Warns He’ll Close Everything

When a prosecuting attorney declared he would close the Star theatre at
Warrensburg, Mo., the manager of the Star warned that he would force the
closing of everything else in town. At Hackensack, N. J., a Sunday football

game was stopped by the police as well

While advocates of Sunday shows
were winning in several cities, but losing
in others, the false theories and methods
of the bluenoses were being denounced
in addresses before a conference of the
Washington, D. C., citizens’ committee
of the National Association Opposed to
Blue Laws.

Warns of Bluenose Strength

Dr. Joseph A. Themper, president of
the association, told the meeting that the
“bigotry lobby” at the national capital
“has made steady progress in the past
year.” He warned that Representative
W. C. Lankford and his cohorts are con-
fident of passage of the bill to restrict
Sunday shows in Washington. He de-
clared that the whole state of Maryland,
with an occasional local exception, is
subject to the humiliating application of
antique blue laws. He stated that ‘‘vice
and drunkenness abound in cities of
Pennsylvania, yet harmless diversions
such as movies and baseball on Sundays
are strictly prohibited.”

Rev. Dr. H. M. Lawson, Baptist min-
ister, told the conference that he would
be one of the first to violate the Lank-
ford bill if it became law.

They Start Blue Law War
Now He’ll Finish It

( Special to the Herald)

DES MOINES, Dec. 20. — The blue
law war against Sunday shows in Vil-
lisca, Iowa, took a new turn, last week,
when Dr. F. G. Liken, theatre owner,
caused the arrest of six merchants and
a group of churchmen for violation of
the Sunday law.

Ever since Brooks Tilsworth of
Omaha has managed the theatre early
in October, the house has been operated
on Sunday with a $5 fine paid each week.
But the last fine rose to $25 and it
seemed to be the signal for action. Dan
Bogue, operator, was also fined. Then
one A. K. Harper of Fairfield, la., ap-
peared in Villisca to preach. Backed by
four prominent churchmen, he started to
build a tabernacle. At once the movie
combination hailed the quintet into court
for failure to obtain a building permit.
Each was fined $10.

“Let’s enforce all the laws on every-
body,” is the announced motto of the
doctor.

Permit Sunday Matinees
Elsewhere Fight Goes On

( Special to the Herald)

KANSAS CITY, Dec. 20. — At a spe-
cial meeting of the city council of Clin-

as the show at a motion picture theatre.

ton, Mo., a town of about 12,000 popula-
tion, an old ordinance prohibited Sunday
motion picture shows was repealed and
a new ordinance was passed allowing Sun-
day matinees. At Ashgrove, Mo., however,
where a Sunday closing fight also is on,
theatre interests were not so fortunate.
A. D. Metcalf pleaded guilty to operating
his theatre on Sunday and was fined $5
and costs. It was the first victory for
the Sunday closing advocates. Imme-
diately after paying his fine Metcalf filed
complaints against some of the most
prominent business men of the town for
violating the same blue law, which per-
mits only necessary household duties on
Sunday.

Revives Ancient Law

( Special to the Herald)

ST. LOUIS, Dec. 20. — Prosecuting
Attorney Nick M. Bradley of Johnson
county has announced that he will close
the Star theatre, Warrensburg, Mo., un-
der authority of Missouri’s old Sunday-
closing statute. R. M. Shelton, manager
of the Star, replied that if he closes
everything else in town will follow in
his footsteps to the extent that no one
will be “able to buy a box of matches or
get change for the church collection
box.”

The city council of Warrensburg a
month ago repealed an old city ordi-
nance forbidding Sunday motion picture
shows. Three weeks later the Warrens-
burg Ministerial Alliance presented a
petition to the council, but the council-
men refused to be intimidated. Then
the fight turned on Prosecutor Bradley.

Sunday Closing Real Issue

(Special to the Herald)

NOBLESVILLE, IND., Dec. 20.—
Maurice Bernheimer of Crawfordsville
was fined $25 and costs in city court
here for operating a motion picture
house without a license. At the same
time in circuit court, Judge Jeffe Cole-
man, in another case against Bernheimer,
decided that the defendant was entitled
to a license if he tendered the money
for it.

The city attorney says he Will file an-
other pleading showing that a license
has been issued to Mrs. Marie Jackson
to operate the Wild Opera House and
that Bernheimer only wants to run
shows on Sundays in the same place.
This will bring out in the trial, the main
question at issue, whether or not Sunday
shows can be fiven in Noblesville.- The
Noblesville Ministerial Association is
back of the fight -against Sunday shows.

28

EXHIBITORS HERALD

December 24, 1927

SIGNING LEROY ALEXANDER as associate manager of the Chicago branch of
Columbia was one of the outstanding actions at the midwest division meeting
in Chicago. Left to right are Henri Ellman, manager of the Chicago exchange ;
Joe Brandt, president of Columbia ; Jack Cohn, treasurer, and Alexander.

Columbia Signs Up Alexander,
Brandt Tells Chicago Meet

Former Universal Manager Becomes Associated in Chicago Branch —
Jack Cohn Also Attends Midwest Division Session

APPOINTMENT of Leroy Alexander as associate manager of Colum-
L\ bia’s Chicago branch was a highlight of a special sales meeting last
A A. week of branch managers of Columbia’s Midwest division. Joe
Brandt, president, was in charge of the conference, conducted in the Chi-
cago branch of which Henri Ellman is manager, Jack Cohn, treasurer
of the company, also attended.

PRESIDENT BRANDT told the sales

force that Columbia’s written busi-
ness is 40 per cent greater than it
was at this time last year. He outlined
the company’s projects for the remainder
of the season and touched upon the im-
portant developments in the company’s
distribution and production plans.

First of Series of Conferences

sales situation there with John Ragland,
general manager of the West Coast ex-
changes. A similar conference will be
conducted in the East on their return.

Alexander, the new associate manager
in Chicago, was in charge of Universal’s
exchange for eight years.

Cold Weather Lowers

Among the managers attending the
session were A. W. Bowman, Detroit;
Meyer Stern, Des Moines; Joe White,
Omaha; Ben Marcus, Minneapolis; Max
Weisner, Milwaukee, and Ellman. Each
official had ready a comprehensive report
of the status of his branch, and the Co-
lumbia chiefs were enabled to gether a
quick impression of the national situa-
tion so far as the exchanges involved
were concerned.

The Chicago meeting is the first of a
series of regional conferences to be con-
ducted by the executives, who were on
the way to the West Coast to talk it over
with Harry Cohn, vice president in
charge of production, at the company’s
West Coast studios.

On the Coast they will go over the

Twin Cities Business

(Special to the Herald)

MINNEAPOLIS, Dec. 20.— Snow and
cold weather here for the last two weeks
has hit the theatre business. A severe
snowstorm all but tied up street car traffic
and made motoring next to impossible last
week. For two nights there were thou-
sands of vacant seats. After a brief respite
winter came back in dead earnest yester-
day and there was a noticeable falling off
in attendance.

Grainger in New York

(Special to the Herald)

LOS ANGELES, Dec. 20. — James R.
Grainger, general sales manager for Fox,
left Friday for New York City.

First National Is
Strong in Britain
Following Merger

( Special to the Herald)

NEW YORK, Dec. 20. — Surveying the
recently completed merger of First Na-
tional and Stanley with the British firms
of Standard Film Company, Ltd., and the
Film Investment Company, Ltd., brings
forth two salient features which are of the
utmost importance to the film industry of
the world. They are :

The formation of a new company called
First National Pathe Producing Company
(Film Investment Company controls Pathe
Freres Cinema, Ltd.) for production in
England and distribution throughout the
world, with a capital of a million dollars,
51 per cent owned by the British interest
and 49 per cent by the American.

Gives F-N Advantage

Control by the combine of distribution
in Great Britain of the German films of
Deuteche Films Union, half of the stock
of which is owned by First National and
half by German interests.

Another important result grows out of
the pending passage of the Films Bill,
which would limit the showing in British
territory of foreign-made pictures. The
merger gives First National an advantage
over other American companies through-
out the British Empire.

Will Erect Big Theatre

One of the earliest steps of the combine
will be to erect a palatial theatre in Lon-
don, seating from four to five thousand,
the house to be under control of Provin-
cial Cinematograph Theatres, Ltd., a sub-
sidiary of Standard, and the Stanley Com-
pany to furnish 49 per cent of the fund.
P. C. T. operates a chain of 100 theatres
in the United Kingdom, which now come
under control of the combine.

Directors of the new British companies
will be William Evans, managing director
of P. C. T. ; E. Bruce Johnson vicepresi-
dent of First National; and Major Rex L.
Benson, head of Robert Benson & Com-
pany, a London banking firm.

Zukor Visits Seattle

to See Publix House

(Special to the Herald)

SEATTLE, Dec. 20.— This is Adolph
Zukor’s first visit to Seattle. He was
accompanied by L. N. Rosenbaum and
W. S. Hammons, New York banker, who
are building the new Seattle Publix house,
on which Zukor has contracted to pay
$4,000,000 rental in the next twenty-five
years, or an average of $160,000 a year.
“The Seattle theatre is all and more than
we expected,” Zukor said.

At a conference, just before the party
left for the East, it was decided to open
the house early next year. It is to be
made an event for the Western film world
and will bring to Seattle many of the
notables of the industry.

Mitchell of Universal
Dies at San Francisco

(Special to the Herald)

SAN FRANCISCO, Dec. 20.— Donald
S. Mitchell, 33, West Coast salesmanager
for Universal, died last week in the Dante
Sanitarium, following a heart attack.

Hampton Suit Settled

(Special to the Herald)

NEW YORK, Dec. 20. — Hope Hampton’s
$36,000 suit against Charles Dillingham and
Martin Beck, theatrical producers, was set-
tled for $11,000 recently.

House Approves Tax Exemption on Dollar
Admission; Rejects Move to Cut Tax Rate

(Washington Bureau of the Herald)

WASHINGTON, Dec. 20. — The House of Representatives today approved
of the bill of the Committee on Ways and Means for an admission tax
exemption on dollar admissions. Motions to limit application of tax to
prize fights; to provide specific exemption for the spoken drama; an increase
in tax exemption to $1.50 and to cut the rate of the tax in half were rejected.

A motion was adopted, however, to impose on certain complimentary tickets
the tax which would apply to the same accommodations if purchased.

December 24, 1927

EXHIBITORS

HERALD

29

Anti-Strike Fund Set

K-M Convention Decides
To Rejoin National Body

All Branches of Industry Cooperate to Make Meeting
At Kansas City a Huge Success

(Special to the Herald)

KANSAS CITY, Dec. 20. — Although the reaffiliation of the M. P. T. O.
Kansas-Missouri and the M. P. T. O. A. and the subscription of $250,000
by the exhibitors to combat strike and other labor troubles were heralded
as the predominant achievements of the semiannual convention of the state
organization at the Hotel President, Kansas City, last week, the under-
lying triumph of the convention was still more important.

All Phases of Industry Cooperate

Practically for the first time in the history of M. P. T. O. K-M. conven-
tions, exchange men, representatives of theatrical booking agencies and
virtually all departments of the theatre industry were working tooth and
toenail to make the convention one to be remembered. Seventeen acts of
vaudeville were supplied for the big midnight show the opening night,
Monday. The man who worked day and night in obtaining those acts was
W. P. “Berme” Bernfield of Educational. The man who also worked
overtime in bringing about such a harmonious “blend” was President R. R.
Biechele, M. P. T. O. K-M.

$250,000

Owner of Bombed
Theatre Arrested
On Arson Charge

(Special to the Herald)

DETROIT, Dec. 20. — Joe Cosco, owner of
the Tivoli theatre, which recently was mys-
teriously bombed, has been arrested on an
arson charge.

Police investigators say they believe that
Cosco, with his nephew, Emilie Tork,
plotted to burn the theatre because he
faced a loss of $65,000 through termination
of the building lease the day after the
explosion.

Reinhardt Will Address
Review Board Luncheon
At Waldorf January 28

(Special to the Herald)

NEW YORK, Dec. 20.— Professor Max
Reinhardt will be one of the principal
speakers at the annual luncheon of the
National Board of Review of Motion Pic-
tures on January 28 at the Waldorf. This
will be the first occasion at which this
world-renowned master of dramatic pro-
ductions will give full expression to his
views on motion pictures since his arrival
in America.

Professor Reinhardt is leaving for the
Coast at the end of his present theatrical
engagement in New York in order to make
a series of pictures for United Artists.

Cm. L. Sears Is First in
McGuirk Month Drive

(Special to the Herald)

NEW YORK, Dec. 20.— G. L. Sears,
manager of First National’s Cleveland
exchange, which ranked first in the
McGuirk month drive, has received a Long-
ine wrist watch from Robert Lieber,
president of F-N ; A. Gorman, manager of
the Montreal exchange which ranked
second, also received a wrist watch ; J. H.
Briggs, of the Montreal branch, was first
among the salesmen and received a wrist
watch; Gerald Hoyt of the St. John
branch, second among the salesmen, was
given a leather traveling bag; and J. B.
Magann, of the Boston office, was also pre-
sented with a traveling bag.

Patron Hurls Flask at
Orchestra; Cornetist Cut

(Special to the Herald)

ST. LOUIS, Dec. 20. — A gash was cut
in the cheek of Frank Mueller, cornetist at
the King Bee theatre, when a patron threw
an empty whisky flask at the orchestra.

Mervyn Leroy Weds

(Special to the Herald)

LOS ANGELES, Dec. 20.— Edna Mur-
phy, actress, and Mervyn Leroy, First Na-
tional director, were married Sunday aft-
ernoon at the home of Colleen Moore.
John McCormick acted as best man.

William Dehlman Dead

(Special to the Herald)

PROVIDENCE, Dec. 20.— William Dehl-
man, manager of the Modern theatre and
former manager of the Imperial, died at
his home here.

The subscribing of $250,000 by the
exhibitors to be used as a fund to com-
bat labor troubles was accepted as a
precedent, and a result of the experience
gained in the recent Chicago strike.
Each of the 150 exhibitors present sub-
scribed to the fund, which will be drawn
upon as needed. Reaffiliation with the
national organization was expected in
advance of the convention. The Kansas-
Missouri body broke away several years
ago and joined Allied, but in the last
year or so has been functioning inde-
pendently of any other body.

“Never has the time been more ripe
for those in the industry to combine
for their cnvn protection,” said Presi-
dent Biechele. “ There should be only
one national organization with all
. working in the same direction.”

L. M. Miller, of the Miller theatre in-
terests, Wichita, Kan., announced that he
would add $50, $25 and $15 as first, sec-
ond and third prizes, respectively, to
film salesmen obtaining the most new
members for the exhibitor organization,
the prizes to be awarded at the end of
three-month periods from January 1 to
April 1. The present prizes are a $75
traveling bag, a $50 lounging robe and a
$25 leather coat.

The report of the delegates to the re-

cent Federal Trade Practice conference
was approved. A resolution was adopted
favoring a change in the wording of the
universal contract pertaining to road-
shows, making it optional with the ex-
hibitor whether he play four productions
of a block which had been selected by
the producer for road showing. The
same option also was favored pertaining
to free preview public showings.

Sunday Show Fight Wanes

Another resolution favored allowing
the exhibitor to eliminate the same num-
ber of pictures from a block as those
withdrawn by the producer. Delegates
also went on record as opposing non-
theatrical events of all kinds. A report
on Sunday shows showed that opposi-
tion to Sabbath openings had decreased
perceptibly.

A1 Williams, United States district at-
torney in Kansas City, Kansas; Frank
McFarland, assistant United States dis-
trict attorney of the same office; Miss
Emma Viets, chairman of the Kansas
Censor Board, and Mrs. Eleanore Wal-
ton, chairman of the motion picture divi-
sion of the Missouri Federation of
Women’s Clubs, were the speakers at the
banquet. All praised the increasing har-
mony among exhibitors, producers and
public.

Miller Signs Contract to Show Four

Fox Specials in Carthay Circle House

(Special to the Herald)

NEW YORK, Dec. 20. — Fred Miller has signed a two-year contract with
Fox Films to exhibit lour Fox specials for a period of about six months
each in his Carthay Circle theatre, Los Angeles. The contract was signed
with Winfield Sheehan, vice-president of Fox Films, and James R. Grainger,
general sales manager.

The Carthay Circle has already shown “What Price Glory,” “7th Heaven”
and is now showing “Sunrise.” The four pictures included in the contract
just signed are “Four Sons,” directed by John Ford, and previously known
as “Grandma Bernle Learns Her Letters” ; “The 4 Devils,” a circus story to
be directed by F. W. Murnau; “Lady Cristilinda,” to feature Janet Gaynor
and Charles Farrell under the direction of Frank Borzage, and Laurence
Stallings’ new soldier story, “The Cock-Eyed World,” a sequel to “What
Price Glory,” and featuring Victor McLaglen and Edmund Lowe under the
direction of Raoul Walsh.

30

EXHIBITORS HERALD

December 24, 1927

W arners Set Record Pace , Finish
Program Before Holidays

Close Studio for Tivo Months in Preparation for Expanded Schedule
for 1928-29 — Vitaphone Plant and Scenarists Busy

(Special to the Herald)

NEW YORK, Dec. 20. — Completion of the entire program of Warner
Brothers for 1927-28 was achieved last week when the company
closed its studio for two months, leaving the way clear for under-
taking next year’s product. To Jack L. Warner, in charge of production,
and the entire studio staff goes the credit for finishing the 26 Warner
Winners and the Extended Run productions before the holidays. The
program was the largest undertaken to date.

CLOSING of the studio does not mean
a complete cessation of activities for
the two months. With an even larger
program announced for next season, the
scenario staff is already at work on the
1928-29 product and the Vitaphone plant
is in full operation. The technical staff
is busy with a number of improvements
to be made at the studio. The lighting
equipment is being overhauled and inno-
vations are being added.

Extended Run Films Completed

Heading the Extended Run pictures
completed is A1 Jolson’s “The Jazz
Singer,” with Vitaphone, which will be
playing extended engagements in 26 key
cities by the first of the year. Ready to
follow “The Jazz Singer” is “The Lion
and the Mouse,” directed by Lloyd Ba-
con and also employing the Vitaphone.
Lines will be spoken by the cast which
includes May McAvoy, Lionel Barry-
more, Alec B. Francis and William Col-
lier, Jr.

Dolores Costello stars in “Glorious
Betsy,” with Vitaphone accompaniment
and directed by Alan Crosland. Miss
Costello also stars in “Tenderloin,” in
which Vitaphone is used for sound ef-
fects. Both are Extended Run produc-
tions.

Warner Winners Listed

The Warner Winners are “Husbands
for Rent,” with Owen Moore and Helene
Costello; “Beware of Married Men”
(Irene Rich), “A Race for Life” (Rin-
Tin-Tin), “The Little Snob” (May Mc-
Avoy), “Across the Atlantic” (Monte
Blue), “Powder My Back” (Irene Rich),
“Domestic Troubles” (Louise Fazenda
and Clyde Cook), “The Crimson City”
(Myrna Loy, John Miljan and Leila
Hyams) and “Rinty of the Desert” (Rin-
Tin-Tin).

All these will be released after the
First of January.

Rothstein Radios Story
of “Uncle Tom* s Cabin”

(Special to the Herald)

NEW YORK, Dec. 20.— Nat G. Roth-
stein, director of advertising and exploita-
tion for Universal, talked over station

WPCH recently in an interview in which
he told a graphic story of the making of
“Uncle Tom’s Cabin.”

Rothstein took his listeners-in right onto
the sets at Universal City, describing in
detail the colorful atmosphere of the studio
and the activities incident to the photo-
graphing of the various big scenes in the
film classic.

University of Virginia
Plans Summer Course
in Visual Instruction

(Special to the Herald)

NEW YORK, Dec. 20. — The University
of Virginia will include in its course for
school teachers to be given during the
summer next year a series of demonstra-
tions on visual education through the
medium of motion pictures. Pictures for
use in these demonstrations will be fur-
nished by the Educational department of
Pathe Exchange, Inc.

Seven pictures now are ready in the
Pathe series on world geography. The
second series dealing with social and
physical geography is being prepared under
the direction of the Division of Anthro-
pology and Geology at Harvard University.

Sam Sax Coming East
to Confer with Rogers

( Special to the Herald)

NEW YORK, Dec. 20.- — Following the
completion of the Gotham production “Bare
Knees,” which is scheduled to be released
February 1, Sam Sax, president, will leave
the West Coast for a short visit to New
York, for the purpose of conferring with
Budd Rogers, vice-president in charge of
distribution.

Roy B riant Dies

(Special to the Herald)

LOS ANGELES, Dec. 20. — Roy Briant,
title writer and scenarist at Paramount,
died Thursday morning from heart disease
after an illness of six weeks. He was for-
merly with Paramount’s Eastern studio.

Reported Wesco Deal
Fails to Affect Stock
of Skouras Brothers

(Special to the Herald)

ST. LOUIS^ Dec. 20. — There has been
no acceleration upward in either the stocks
of Skouras Brothers Enterprises nor its
satellite, the St. Louis Amusement Com-
pany, despite the reported deal by which
Skouras Brothers will be merged with
Wesco, Stanley, Saxe and F. & R. During
the week that closed December 17, only
110 shares of Skouras A stock were traded
in at the St. Louis Exchange. The stock
closed the week at $36, so far as sales
were concerned, while the last listed
quotation was an offer of $35 a share. The
low mark was $35 and the high, $37. The
St. Louis Amusement Company dipped
downward once more, the -net change being
a reduction of $3 a share. The closing
quotations were $35 bid and $37 asked.

Incidentally it is said that the big deal
has progressed sufficiently to take William
Goldman away from St. Louis to an im-
portant position with the Saxe Amusement
Enterprises in Milwaukee. It is also re-
ported that George Skouras may also soon
change his postoffice address to Milwaukee.
It is also reported along St. Louis, film
row that the St. Louis Amusement Com-
pany will soon dispose of several houses.

Oklahoma M.P.T.O.
Board Dine Film Men

(Special to the Herald)

OKLAHOMA CITY, Dec. 20.— W. Z.
Spearman, president of the Oklahoma
M. P. T. O., and the Board of Directors
gave a noonday luncheon to film exchange
managers at the Huckins Hotel recently.

T. R. Parks has taken over the Rig theatre at
Bowlegs. The Walnut at Bristow, is being re-
modeled and newly equipped. C. W. Allen of
Kansas City, is the new manager for Pathe at
Oklahoma City, succeeding E. S. Oldsmith, who
has been transferred to Kansas City. A. J.
Bedford has purchased the Palace at Fort Tow-
son. H. F. Slusser has purchased the Liberty
at Quinton from Earl Barrett. Jess Matten has
purchased the Majestic at Billings from J. L.
Loewe. S. Woods sold the Liberty at Sasakwa
to L. S. Creson. G. T. (Doc) Hughes has opened
his new Liberty at Heavener.

McAvoy f Hyams and Loy
Signed Anew by Warner

(Special to the Herald)

NEW YORK, Dec. 20.— May McAvoy,
Leila Hyams and Myrna Loy received
new contracts last week from Warner
Bros.

Miss McAvoy came to Warner Bros,
a year ago and is now working on “The
Little Snob,” Leila Hyams’ last picture
was “The Crimson City,” and Myrna Loy
had the title role in “The Girl From
Chicago.”

Movietone in Texas

Majestic Theatres

(Special to the Herald)

SAN ANTONIO, Dec. 20.— Interstate
Amusement Company, operating in the
four major cities of Texas, has an-
nounced a deal with the Fox people
whereby the Fox Movietone will be in-
stalled as part of house equipment at the
Majestic theatres in San Antonio, Dallas,
Houston, and Ft. Worth. The installa-
tion is now being made at a cost of
$12,500 for each house, Karl Hoblitzelle,
president of Interstate, announces.

Harry Brand Joins Fox

(Special to the Herald)

HOLLYWOOD, Dec. 20.— Harry Brand,
has joined the Fox Films staff of writers
and comedy constructionists.

Prints Made From Fight Films Are Legal,
Says Ohio Judge, But Censor Stops Them

(Special to the Herald)

COLUMBUS Dec. 20. — Pictures of the Dempsey-Tunney fight, manufac-
tured in Ohio from negatives which may have been brought into the state
in violation of Federal statute, are not subject to seizure by Federal authori-
ties, and consequently may be exhibited in the state as far as the Federal
government is concerned, Federal Judge Benson W. Hough of the Southern
District Court of Ohio ruled recently.

But there is still a catch for Ohio exhibitors. John L. Clifton, head of
the censor board, still refuses to admit the pictures to censorship. If Clifton
would admit them to censorship the pictures could now be shown in Ohio
theatres.

December 24, 1927

EXHIBITORS HERALD

31

Senate Gets Anti-Block Sale Bill

Violators Would Face
One Year Prison Term

Brookhart Also Would Make Unlawful Any Refusal
To Sell Films to Independent Exhibitors

(Washington Bureau of Exhibitors Herald )

WASHINGTON, Dec. 20. — Leaders of the industry are watching Congress
with unusual interest today to learn the disposition to be made of a bill intro-
duced by Senator Smith W. Brookhart of Iowa which would make block and
blind booking illegal, as well as arbitrary allocation of films by distributors to
theatres in which they or other distributors have an interest, and would also
make unlawful any refusal to sell or lease such productions to independent
exhibitors.

Penalties Include Year in Prison

Penalties for violation of the provisions of the act would include fines rang-
ing from $1,000 to $10,000, or imprisonment for not exceeding one year, or
both. Administration of the measure would be vested in the Federal Trade
Commission.

Paramount ’s Net
Profit $5,650,427
Up to October 1

(Special to the Herald)

NEW YORK, Dec. 20. — Paramount’s net
profits for the nine months ending October
1, 1927, total $5,650,427.34, according to a
statement just issued in which are consoli-
dated Paramount’s share of the earnings of
affiliated companies. The firm’s share in the
earnings of Balaban & Katz, a 65 per cent
owned subsidiary, were $698,214.32.

The earnings amount to $9 a share on
the average number of shares of common
stock outstanding. Net earnings for the
three months ending October 1, 1927, were
$2,118,101.85, or the equivalent of $3.40 a
share.

Censors Keep Shears
Busy in Portland, Ore.,
But Ignore Small Town

(Special to the Herald)

PORTLAND, ORE., Dec. 20.— Film
cutting is not a process confined to the
studios, Portland picture patrons are now
aware, for when it comes to manipulating
the scissors the local cenor board can be
counted on for plenty of action. Although
the board has jurisdiction over other forms
of entertainment, their activities have so
far been flagrantly confined to the screen.

There is no state censorship to look after
the “moral welfare” of the villages, so
while Portland is being “saved,” the little
towns are allowed to go their cinemato-
graphic way to “perdition.” The Portland
board has three members appointed by the
mayor and they are assisted by about 70
“viewers,” mostly women.

Rowland Returns from
Coast with Assurance
It’s F-N’s Big Year

( Special to the Herald)

NEW YORK, Dec. 20.— “The pictures
now coming out,” said Richard A. Rowland,
vicepresident of First National, who has
just returned from a three weeks’ trip to
the West Coast, “confirm our earlier pre-
dictions, that 1927-28 would be a First Na-
tional year. These productions are far be-
yond our expectations.”

Clifford B. Hawley, . president, accom-
panied Rowland, and also expressed his
pleasure with the First National films now
in production.

Drops Presentations

(Special to the Herald)

SALT LAKE CITY, Dec. 20.— Com-
mencing next week the Paramount
Empress theatre will change its policy, with
all pictures and no stage presentations of
any kind. Heretofore both have been
used.

P. J. Clifford Dies

(Special to the Herald)

INDIANAPOLIS, Dec. 20.— Patrick J.
Clifford, 65, for some time head of the
operating company in charge of the Ma-
jestic theatre in South Bend, died recently
in a hospital there of heart disease.

The measure was introduced following
complaints from independent exhibitors
that the practices covered in the bill are
driving them out of business and that the
Federal Trade Commission has not en-
forced its July order against Paramount
covering block booking, Brookhart said.

Brookhart, who declares that ex-
hibitors unaffiliated with producers
and distributors, are behind the bill to
a man, holds that legislative action is
the only means of forcing Paramount
to comply with the “cease and desist”
order, and that the order is open to
years of haggling in the courts, as it
is directed against only one of the
many distributors of film.

The bill includes a number of proposed
legislative findings in connection with in-
terstate trade in motion pictures and
charges that the practices mentioned are
oppressive and monopolistic. He empha-
sizes that the fact that the pictures are
copyrighted makes it impossible to obtain
the productions from any source except
the distributor owning the copyright and
also prevents duplication as in other arti-
cles of commerce.

Brookhart followed the precedents of
the future trading act and the packers and
stockyards acts in drawing up his bill.

Charles Raymond Goes
to Stanley’s Staff

(Special to the Herald)

PITTSBURGH, Dec. 20.— Charles Ray-
mond has been added to the publicity staff
of the Stanley-Davis-Clark theatres. Ray-
mond has had experience in all branches
of the business. Besides having taken care

of deluxe houses in Chicago, he has been
with Loew in Boston, he was with Bala-
ban & Katz (before combined with Publix)
and with Publix in Kansas City and other
towns for three years. Before that time
he wrote vaudeville sketches, acted in them,
and was also connected with outdoor
shows.

Loew’s Net Profit
Totals $6,737,205
For Fiscal Year

(Special to the Herald)

NEW YORK, Dec. 20. — New financing
has been arranged by Loew’s, Inc., through
the issuing of stock warrants for 150,000
shares of $6.50 cumulative preferred stock,
priced at $100 a share and accrued dividend
to yield 6 per cent. The warrants, de-
tachable after July 1, 1928, will entitle the
holder to purchase common stock in the
ratio of one share of common to two shares
of preferred at $75 a share on or before
April 1, 1929, or at $80 a share up to
April 1, 1931.

Consolidated net earnings of Loew’s,
Inc., for the fiscal year ending August 31,
1927, totaled $6,737,205. Previous net earn-
ings were, 1922, $2,235,321; 1924, $2,878,-
353; 1926, $6,388,200. Loew controls 115
theatres in America and Canada others in
Europe, and the distribution of various
film products throughout the world. The
new stock issue is through Dillon, Read &
Co., Blyth, Witter & Co. and A. G. Becker
& Co., all of New York.

Bandits Spoil Holidays for Theatres;

Loot Pittsburgh House and Get $5,087

Four bandits swept into Chicago’s loop Sunday afternoon and raided two
theatre ticket offices within 25 minutes. They obtained approximately $500
at the Great Northern theatre and took $60 from the LaSalle theatre.

In Pittsburgh, two bandits entered the Aldine theatre during the last per-
formance of a night last week and held up the assistant manager. After
looting the safe they escaped with $5,087. Two bandits held up the cashier
of the box office at the Uptown theatre, Indianapolis, and escaped with $250,
while at Wellston, Mo., two robbers held up Maurice Stahl, manager of
the Wellston theatre, and robbed him of $470, the day’s receipts. Another
holdup at Indianapolis, however, proved unsuccessful. Four youthful band-
its attemped to rob the Ritz theatre, but became frightened, and after firing
one shot at a patron. Bed.

32

EXHIBITORS HERALD

December 24, 1927

Re-Takes

Santa Closes Sennett Studios;
May Resume at New Plant

Warners Also Close for Holidays — And Now the Cowboys Have a Club
— Nearly Full Membership at Successful Warn pas Session
By RAY MURRAY

HOLLYWOOD, Dec. 20. — The Mack Sennett studios closed last
Saturday for the usual holiday season shut-down. It is probable
Sennett will engage in active production at the present location
on Glendale Boulevard as the new studios being built on the Sennett lot
on Ventura Boulevard, North Hollywood, are rapidly nearing completion.
The company will resume work some time in January on its new Pathe
contract.

SEVERAL companies finished work Sun-
day and Sennett is busy cutting and
editing his personally directed special fea-
ture, “The Good-Bye Kiss.” Sennett’s
studio is the second to close for the
season, Warner Brothers having closed last
week until some time in January. Warner
Brothers finished its year’s program sev-
eral weeks ahead of schedule, hence the
suspension of all work.

* * *

Film Cowboys Organize
The cowboys of Hollywood engaged in
motion picture work are soon to have their
own club. Steps have been taken to organ-
ize a fraternal order, according to an
announcement by O. O. Robertson, secre-
tary of the society, which will be known
as the Master Horseman’s Club. It has
56 members at present and the membership
will be limited to 150. Only actual cow-
boys and expert horsemen will be admitted.
*

D. R. Casey, of the firm of Casey &
Burgoyne, theatre magnates of Mel-
bourne, Australia, is in Hollywood on a
visit, Casey in his trip around the
world has visited Germany, France and
England. In Germany he found them
making many splendid pictures, he
stated, and says German pictures pre-
dominate in Finland, Poland and some
other countries. American pictures,
however, are tremendously popular
everywhere, Casey said, adding that in
Australia the theatre owners find British
pictures very bad and do not use them
except when necessary to fill the quota.
* * *

Wampas Session a Success
The last Wampas session, held at the
hotel Roosevelt, was called by joint chair-
men Roy Johnston and George Thomas
a complete success in entertainment and
members present. Almost a full quota of
the Wampas attended. Among the celebri-
ties of the business world, screen and stage
who addressed the publicists were the
following :

“Swing” Rickart of the L. A. Examiner; Harry
Hammond Beall, Isabelle Steiffel, a new Univer-
sal player; Miss Bellmore, A1 Rogell, Morris
Stein, Colonel Jacobs, William Seiter, Earl
Wingart, Rod LaRocque, Reginald Denny, George
Waters, Hugh Branch, Bernard Gorcey, and
Victor McGlaglen, with Fred Warren at the
piano and the Policemen’s quartette. As added
attractions, Johnston and Thomas had Will Rogers
and the “Two Black Crows” (phonograph records)
and “Mike” Boyland.

Those present were invited to attend a
showing of “The Ape” at the Playhouse,
a play written by a fellow member, Adam
Hull Shirk.

Norman Kerry, who has been associated
with Universal pictures for the past eight
or ten years, has not renewed his contract
and will likely sign with another company
this month. His contract expired last
week. Kerry admits he is negotiating with
one of the large film companies but refuses
to state which one until the papers are
executed.

* * *

Raymond Schrock has joined the Tii-

fany-Stahl Company and will henceforth
be general manager of productions at
the Sunset Boulevard studios. Schrock
recently supervised the production of
Metro-Goldwyn-Mayer’s West Point
picture. He was formerly manager of
production for Warner Brothers and
previous to that, general manager of
Universal studios.

* *

Further investigation into the sudden
death of George D. Bailey, aged 64, vet-
eran motion picture actor, is being con-
ducted by Coroner Nance and County
Surgeon Wagner. Bailey succumbed after
drinking a cup of coffee, and Mrs. Bailey
and her sister-in-law also became ill after
partaking of coffee from the same recep-
tacle.

5fS ifc 5j«

_ Among the weddings recorded in film
circles last week were those of Rona Lee
and Roger Manning, and of Ann Heilman
and Clifford Wheeler. The Lee-Manning
nuptials were solemnized at the Little
Church Around the Corner, by Rev. Neal
Dodd, Saturday.

H: * *

Malcolm Stuart Boylan, chief of the
titling department of Fox Studios, cele-
brated his Golden Picture Anniversary
last week by titling his fiftieth produc-
tion for that company. The picture was
“A Girl in Every Port,” a Howard
Hawks feature.

sji * 5jc

Charles Logue, who recently resigned
from the post of drama editor at Universal
studios, has signed with First National
to write Billie Dove’s next script. The
adaptation will be made from Adela
Rogers St. John’s story, “The Heart of
a Follies Girl.”

* *

A1 Christie is making good use of his
new studio site in North Hollywood,
having filmed one of his Paramount-
Christie comedies at the new location. No
studio buildings occupy the site as yet, but
a complete bungalow has been constructed
for a Jimmie Adams comedy called “Holy
Mackerel.”

* 4=

The Wasps (Women’s Association of
Screen Publicists) elected the following
officers at their last meeting at the Hotel
Roosevelt: Katherine Albert, president;

Jane McDonough, vice president; Lillian
Gale, secretary ; Myrtle Gebhart, treasurer ;
and Nancy Smith and Margaret McCall,
members of the board.

J»< ijl Jji

Margaret Mann, who contributed an
exceptionally fine characterization in
the principal role of John Ford’s pro-
duction, "Four Sons,” has been signed
on a contract by Fox.

* * *

King Vidor, Metro-Goldwyn director,
will drive his own boat, “Jack Knife,”

which has a registered speed of 38 miles
an hour, in the annual 100-horse power
motor boat races this week.

"LJOLLYWOOD. — Well, Lindy demon-
-L -»■ strated it isn’t so far from Washing-
ton, D. C. to Mexico City. He just packed
his overnight bag and hopped off and the
next day he greeted the president and of-
fered to take him for an outing.

^ ^

With Lindy and Rogers both in Mexico-
they have something to talk about besides
last Saturday’s bullfight or the next rev-
olution.

4 ^

It’s funny how interested everybody is
in that boy’s welfare. He wants to go to-
see a little excitement in the form of a
tame bullfight and half the population of
the U. S. A. objects.

* * *

The Money End

Have you heard the latest Scotch story?
Rod LaRocque tells it. It seems there
was once upon a time a Scotchman and a
Hebrew who purchased a trolley car. The
next morning both showed up wearing con-
ductor’s caps.

jJj 5$C %

’Raw for Sid!

Sid Grauman, I believe, is the first show-
man to use a Ford for a prologue. Sid!
not only had one but three of the new
models to parade before the cash customers
at the Chinese theatre last week.

* * *

Thrifty Young Men

About this time of year the Hollywood
sheiks pick fights with their best girls so-
they won’t have to buy them Christmas
presents.

Jji ^ s*s

Startling Statistics

About every so often some studio press-
agent pounds out a statistical story, just
to show that he can figure and that figures
don’t lie (which can’t be said for some of
the p. a’s.) Here’s the latest: “A total of
450 yards of spaghetti, or enough to ruin>
355 vests, was used in the restaurant scenes
for Pola Negri’s latest picture, ‘The Secret
Hour.’ ”

* ijc Hi

Sounds Good

I see they’re going to project news-
reels by radio. That’s great. One can eas-
ily tune out 500 feet of a battleship bob-
bing up and down on the water whenever
one wants to.

* * *

Famous Last Words

“It’s Just What 1 Wanted.”

* * *

Meadows and I send you all the cheeriest
of season’s greetings. — R. M.

Edison Lauds Movietone
As World Peace Agency

(Special to the Herald)

ORANGE, N. J., Dec. 20. — That the peo-
ple of all the world will be brought to a
better understanding as a result of the in-
vention of Movietone, the new talking pic-
ture device, is the opinion of Thomas A.
Edison.

“There is no question but that Movie-
tone is a distinct advance toward the per-
fection of talking pictures,” said the great
inventor, “And I believe that it will go a-
long way toward creating a better under-
standing among the peoples of all the
world.”

December 24, 1927

EXHIBITORS HERALD

33

N.C. Exhibitors Re-elect Picquet

May Take Music License
Fight to Courts as Test

“Back to Pictures ,” Says Pettijohn — “Give Us Better
Ones,” Brylawski Retorts — Woodhull Urges Unity

(Special to the Herald)

CHARLOTTE, N. C., Dec. 20. — The North Carolina Association of
Theatre Owners has just concluded its sixteenth annual convention, char-
acterized as the most important and successful meeting in its history,
with the re-election of Charles W. Picquet, of Pinehurst, as president.

Other Officers Re-Elected

The association’s other officers also were re-elected for a new term, as
follows: U. K. Rice, Winston-Salem, first vice-president; W. E. Stewart,
Concord, second vice-president; Nat L. Royster, Charlotte, secretary-
treasurer.

Tiffany -Stahl to
Open Big Seattle
House February 1

(Special to the Herald )

SEATTLE, Dec. 20.— February 1 has
now been named as the definite date for
the opening here of the new Mayflower
theatre, the first of a number of independ-
ent houses to be opened in the Northwest
by the Tiffany-Stahl company. It will be
a class house operated on a major picture
house policy, but will not have any stage
presentations. George Lipschultz, the well-
known Pacific Coast orchestra director,
will have a 60-piece orchestra under his
baton.

Later it is expected this company will
erect a number of suburban houses here,
and the same system will later be adopted
iti Portland.

Chicago Operators
To Demand Higher
Pay Next Tuesday

Negotiations for a new wage contract
for motion picture operators in Chicago
will be opened December 27. The city-
wide closing of Chicago picture theatres
August 30, it will be recalled, centered
upon a dispute with the operators, although
the issue was not one of wages but rather
one of retention of two unneeded oper-
ators.

Operators are seeking a new contract
with increased wages and a six-day week,
Thomas Maloy, business manager of the
union, said.

Thousands Pay Tribute
to W. P. Gray at Funeral
in Strand at Lewiston

(Special to the Herald)

LEWISTON, ME., Dec. 20. — Services in
accordance with the expressed wishes of
the deceased were held for William P.
Gray in the Strand theatre Wednesday
afternoon. Several thousand who had gath-
ered to pay their last tribute to the man
whose charities were as widely known as
were his theatrical activities, were unable
to gain admission and remained bare-
headed outside until the funeral cortege
departed for Lewiston cemetery.

From 10 a. m. until 1 p. m. Wednesday
the body lay in state. An unbroken line
of mourners passed steadily before the
casket and the floral offerings, probably
never exceeded at any funeral service in
New England.

Lasky Goes to Coast

(Special to the Herald)

NEW YORK, Dec. 20— Jesse L. Lasky
has left for his regular mid-winter trip to
the West Coast, and Harry Goetz, assistant
treasurer, will leave Los Angeles today on
his return to Paramount’s home offices.

Asther Stays with U-A

(Special to the Herald)

NEW YORK, Dec. 20. — Nils Asther,
Swedish actor and star of European stage
and. screen, has been retained by United
Artists, who exercised their option which
fell due December 15.

Immediately following the adjourn-
ment last Tuesday, President Picquet
announced that the members had gone
on record rvith an endorsement of the
policies and actions initiated by the
M. P. T. O. A. under the administration
of the national president, R. F. Wood-
hull, who was guest of honor and prin-
cipal speaker of the North Carolina
exhibitor meeting.

Much of the final session was de-
voted to discussion of the music li-
cense tax and other state problems.
Picquet said he did not care to make
a statement regarding the decision on
the tax, but from unofficial discussion
it was indicated that the matter might
be taken to the courts, one member
referring to such contemplated action
as being a proposed “test case.”

It was pointed out that numerous
fights against payment of the music li-
cense tax have been litigated and, almost
without exception, exhibitors have lost
their cases since the levying of the tax
is upheld by Federal law. More con-
servative opponents of the measure be-
lieve that, instead of spending more
money in litigation, energy should be di-
rected toward repealing the copyright
law.

Woodhull Urges Unity

In his address before the convention
Woodhull pointed to the recent Trade
Practice conference as a well directed
effort of the Federal Trade Commission
to bring harmony between the produc-
ing-distributing forces and the exhibitors
and stated that a much more hopeful sit-
uation had been attained. He urged
unity of action and purpose on the part
of state exhibitor organizations.

Charels C. Pettijohn of the Hays or-
ganization urged that exhibitors “get
back to pictures” and discontinue the
vaudeville and elaborate presentations.
Following Pettijohn was Julian A. Bry-

lawski, of Washington, chairman of the
arbitration boad of the M. P. T. O. A.,
whose speech was in the nature of an
answer to Pettijohn’s plea. Brylawski
said, “Give us better pictures.”

M. P. T. O. Growing, Says Royster
Nat L. Royster, secretary-treasurer,
reported that the organization is grow-
ing rapidly with a membership of 200
already enrolled.

The two-day session, opening Monday
morning and closing Tuesday afternoon,
was devoted to general discussions of
various problems. The only social feat-
ure was the banquet Monday evening.
Many exchange managers of Charlotte
attended the sessions. The convention-
ers were Avelcomed by Mayor F. M. Redd
of Charlotte.

Half of Mines Closed,
South Illinois Theatres
Face Gloomy Christmas

* ( Special to the Herald)

ELDORADO, ILL., Dec. 20.— Because
only about half of the mines in this ter-
ritory are working and the rest are on
part time shifts, conditions for the holi-
day season seem very pessimistic for not
only the inhabitant in general but for the
motion picture exhibitors in particular.

It is predicted that this is going to be
the closest Christmas in the coal fields in
many years.

_ With a family on hand, and with bills of
six month’s idleness, the miner has a hard
time of it, try as he might to better his
conditions.

New Browning Contract

( Special to the Herald)

NEW YORK, Dec. 20. — Ted Brown-
ing has signed a new long-term con-
tract with M-G-M.

Five Arrested in Theatre Lease Fight;
Sheriff With Writ Barred From House

(Special to the Herald)

KOKOMO, IND., Dec. 20. — After a two-day legal battle between George
W. Sipe, owner of the Sipe theatre here, and H. E. McNevin of Champaign,
111., operator of the theatre under a lease, Sipe and four employes have been
placed under arrest, charged with contempt of court.

Charging that McNevin’s lease had expired and that he was several hun-
dred dollars in arrears on his lease. Sipe attempted to prevent the theatre
from operating by throwing a guard about the building and preventing thea-
tre employes from entering. A temporary restraining order was secured at
once by McNevin’s manager. But the guards refused to admit Sheriff John
Spearman to the theatre when he sought to serve notice of the restraining
order.

34

EXHIBITORS HERALD December 24, 1927

T. O. C. C. Party Is Tribute to
Showmanship of Geller

Nellie Revell Returns to Chicago to Publicize U-A Theatre — -Gorman
Puts “ Small Town ” Film Over Big at N. Y. Hippodrome
By JOHN S. SPARGO

NEW YORK, Dec. 20. — The big social function of the week — and
if you have any doubts of this just ask any theatre owner in the
Metropolitan district — was the eighth annual supper and dance
of the Theatre Owners Chamber of Commerce. This classic was held
Friday night at the Hotel Plaza, and the theatre owners are still voting
that the event was the most pleasurable of the many that are now history.

T OUIE GELLER — for this occasion
-L' traveling under the alias of J. Louis
Geller, was chairman of the entertainment
committee, and should you he inclined to
pin the tag of master showman on Sid
Grauman, Sam Rothafel or Joe Kennedy,
just hesitate. If you ask the opinion of any-
one who attended last Friday’s T. O. C. C.
show, he’ll tell you to have those birds
take lessons from Geller. In the parlance
of the theatre the show was a knockout,
a humdinger and likewise a pip.

The music was furnished by Eli Danzig’s
orchestra, which got busy at ten o’clock
for the dancers. At midnight the show
started and for two hours the guests en-
joyed the clever work of Will Mahoney,
Belle Baker, Lou Holtz, the Chester Hale
girls and reviews from several of the
Broadway musical comedies and New
York’s peppiest night clubs.

After the show came the supper, then
more show, then followed dancing, every-
body going home by daylight. Following
is the list of those present and firms rep-
resented :

Curtis S. Bacon, Max Barr, Biltmore Pictures,
Maurice Bloch, Mrs. F. Blum, Mr. and Mrs.
Louis F. Blumenthal, Lawrence Bolegnino, Charles
Brady, Harry Brandt, Mr. and Mrs. William
Brandt, Leo Brecher, Mr. and Mrs. Sol Brill,
Dr. and Mrs. Henry Brown, Mr. and Mrs.
Nathan Burkan, Mr. and Mrs. James J. Byrne,
Charles Pope Caldwell, Miss Regina Carewe, Roy
Chartier, Mr. and Mrs. William Chorosh, Mr.
and Mrs. Irving Cohn, Mr. and Mrs. Ashley ©ole,
Cornelius F. Collins, George S. Collins, Henry
L. Connell, Mr. and Mrs. Charles W. Culkin,
Mr. and Mrs. Thomas J. Culkin, Edward Culler-
ton, Mr. and Mrs. Frank Cunningham, John J.
Dorman, Bernard Douras, Mr. and Mrs. Herbert
R. Ebenstein, Bernard Edelhertz, Mr. and Mrs.
A. H. Eisenstadt, Alfred Emerson, Sam Epstein,
Mr. and Mrs. Max G. Felder, Arthur Fisher,
Joseph A. Fitzgerald, John J. Flaherty, Mr. and
Mrs. Maurice Fleischman, Dr. David S. Flynn,
Edward T. Flynn, William Frankel, Hy Gains-
boro, Mr. and Mrs. J. Louis Geller, Irving Gerber,
Mr. and Mrs. Samuel Gerstein, Mr. and Mrs.
John F. Gilchrist, Mr. and Mrs. A1 Gould, Mr.
and Mrs. Moses H. Grossman, W. H. Grossman,
Joseph M. Hannon, Gustave Hartman, Tom Ham-
lin, P. S. Harrison, Charles Hastings, Henry W.
Herbert, Mr. and Mrs. James P. Holland, Holly-
wood Pictures, J. C. Hornstein, Miss Edna
Horowitz, Henry Horowitz, Mr. and Mrs. Morris
Horowitz, Mr. and Mrs. John F. Hyland, Arthur
James, William A. Johnston, Maurice D. Kann,
Jules Katz, Mr. and Mrs. Max L. Katz, Honor-
able William E. Kelly, John A. Kennedy, Mr.
and Mrs. Harry Kernell, Frederick Kernochan,
Edward F. Koch, M. Krushen, Theodore Fred
Kuper, Morris Kutinsky, Mr. and Mrs. Landes,
Mr. and Mrs. Charles Lask, A. Leff, Samuel Les-
selbaum, Mr. and Mrs. Otto Lederer, Mr. and
Mrs. Charles Levine, John O. Lewis, Henry A.
Linet, Honorable John A. Lynch, Mr. and Mrs.
Harry Gordon Lynn, John H. McCooey, Mr. and
Mrs. John E. McGeehan, Jeremiah T. Mahoney,
Mr. and Mrs. John Manheimer, Fally Markus,
Metro-Goldwyn-Mayer, Moe Morris, Dr. and Mrs.
Henry Moskowitz, Mr. and Mrs. Herbert Muller,
Will C. Murphy, Mr. and Mrs. Morris Needle,
Louis Nizer, Mr. and Mrs. Algernon I. Nova,
Lee A. Ochs, Mr. and Mrs. Charles L. O’Reilly,
Joseph J. O’Reilly, Mr. and Mrs. Louis Phillips,
Mr. and Mrs. William F. Quigley, Mr. and Mrs.
Hyman Rachmil, Harold Raives, Mr. and Mrs.
Sol Raives, Mr. and Mrs. Charles Ratner, Mr.
and Mrs. Samuel Rinzler, Joseph Riskin, Mr.
and Mrs. Myron Robinson, Mr. and Mrs. Charles
A. Rogers, L. Rosenbluh, Mr. and Mrs. M.
Rosenbluh, Charles Rosenzweig, D. Rosenzweig,
J. Rosenzweig, Sam Roth, Mr. and Mrs. Joseph
T. Ryan, Arthur C. Salmon, Rudolph Sanders,
Mr. and Mrs. J. Schechter, Mr. and Mrs.
Peter Schmuck, Mr. and Mrs. A. Schwartz, Mr.
and Mrs. Charles Schwartz, Marty Schwartz,
Mr. and Mrs. Sam Schwartz, Morris Shaban, Mr.
and Mrs. Jack Shapiro, Miss Abigail Sheehan,

John Sheehan, Ben Sherman, Henry Siegel, Mr.
and Mrs. Isidore Siegeltuch, Frank W. Smith,
Mr. and Mrs. Sam Sonin, Edward Stanton, John
S. Spargo, Charles Steiner, A1 Suchman, Mr. and
Mrs. Myron Sulzberger, Mr. and Mrs. Alfred J.
Talley, Frederick K. Teipel, Mr. and Mrs. Harry
Thomas, Louis A. Valente, Mr. and Mrs. W.
Bernard Vause, Mr. and Mrs. John L. Walsh,
Miss Marion Weber, Samuel Weinberg, Mr. and
Mrs. Charles Weinstein, Alford J. Williams, Her-
bert J. Yates and Mr. and Mrs. Henry Yusen.

sjt

Gorman Shows 'Em Hoiv

That practical showmanship is not a lost
art in these helter-skelter days of compe-
tition is frequently attested by the excellent
handling of the Hippodrome, New York,
attractions by Tom Gorman, astute man-
ager of that theatre. Tommy, who hails
from Peoria, 111., still holds that the only
way to fill your theatre is to “go out and
sell your attraction.” He surprised many
of the wise-acres recently by putting Gene
Stratton-Porter’s “THE HARVESTER”
over to surprising receipts.

In view of the fact that “THE HAR-
VESTER,” released by F B O, and other
productions founded on Stratton-Porter
novels, are supposed to appeal to small
town folk more than big city audiences,
Gorman achieved highly gratifying results.
He put out a corking automobile-airplane
flash which rolled all over the big city and
carried the message that “THE HAR-
VESTER” was playing at the theatre. His
lobby and theatre front also were used to
the utmost with banners and other novel-
ties. A contest also contributed to the ex-
cellent patronage.

* * *

To Keep the Record Straight

Vic Shapiro wants everyone to know
that :

1 — -The title of John Barrymore’s new
United Artists picture is “Tempest,” not
“The Tempest.” Shakespeare did not write
this scenario.

2 — Gloria Swanson’s second United Art-
ists picture, “Sadie Thompson,” is based on
W. Somerset Maugham’s long short story,
“Miss Thompson.” This may be read in
Doran’s volume of Maugham’s stories en-
titled “The Trembling of a Leaf.”

3 — The title of Douglas Fairbanks’ new

Passes are Passe
In Pittsburgh

(Special to the Herald)

PITTSBURGH, Dec. 20.— The
Stanley-Clark-Davis interests, who
operate 13 theatres in Pittsburgh
and have a new 4,000 seat house
in construction have notified the
newspapers that the courtesy pass
will be discontinued.

How this new change will af-
fect the Stanley theatres with the
papers will be interesting to all
showmen.

picture is “Douglas Fairbanks as the
Gaucho.”

* * *

Patrons of the Roxy Theatre who
have been curious to have a personal
glimpse of its “deux ex machina,” are
being given an opportunity this week to
view S. L. Rothafel in action. The
director has borrowed the conductor's
baton and himself conducts the Roxy
Symphony Orchestra during the 9:30
overture every evening. The orchestra,
of which Erno Rapee is musical direc-
tor, boasts 110 musicians. Incidentally,
Rapee and Roxy are this week celebrat-
ing ten years of association.

% ;}:

The following announcement, which
came in the form of a very small card in
a very small envelope, speaks eloquently
for itself :

Mr. and Mrs. H. Wayne Pierson
beg to make their annual announcement of a new
Baby Boy

This edition as new as Ford’s Latest Model, but
with a squeak that reminds one of the Model T
Mother Doing Well
Father working for Carl Laemmle
To be Cut and
Titled Dec. 20

* * *

Joseph M. Schenck, President of
United Artists, left New York last
Thursday, for Hollywood. He was ac-
companied by Al Lichtman, United
Artists’ Vice-President and General
Manager of Distribution, and Lou
Anger, Vice-President and General
Manager of United Artists Theatre
Circuit, who will leave the party in Chi-
cago in order to be present at the open-
ing of the United Artists Theatre there,
December 26.

* * *

The latest “Revival of the Fittest” to
come to the 55th Street Cinema was Cecil
B. De Mille’s “THE WHISPERING
CHORUS.” This picture was first shown
here in 1918 and has for its featured play-
ers such stars as Elliot Dexter, Edyth
Chapman, Raymond Hatton and Kathyrn
Williams.

“Enemy” Has Premiere
at Astor December 27

(Special to the Herald)

NEW YORK, Dec. 20.— “The Enemy,”
starring Lillian Gish, will have its world
premiere at the Astor, Tuesday evening,
Dec. 27.

“The Enemy” is a war picture, directed
by Fred Niblo, but is without a battle
scene. Ralph Forbes plays opposite
Miss Gish.

Support Is Pledged for
F B O’s February Drive

(Special to the Herald)

NEW YORK, Dec. 20.— J. E. Coston,
general manager of the Coston Booking
Circuit, Inc., of Chicago, and Jack Miller,
president of the Exhibitors’ Association of
Chicago, have written to J. P. Kennedy
and stated their willingness to help make
F B O’s Grand February Jubilee a success.
“ . . . I will gladly do all I can to make
Joseph P. Kennedy Anniversary Month in
February a real tribute to a real man,”
wrote Miller.

“ Patent Leather Kid”
Opens at Atlantic City

(Special to the Herald)

NEW YORK, Dec. 20.— “The Patent
Leather Kid,” with Richard Barthelmess,
opens at the Globe Theatre, Atlantic
City, December 23. The picture recently
closed a four months’ “road-show” en-
gagement at the Globe here. Top prices
will be $1.65.

Those Christmas bells are tinkling a
■ tune of gifts and happiness
to Mary Brian, Paramount
star. She couldn’t wait
until morning.

Will he arrive or won’t he? Fay Webb
of M-G-M is waiting for Kringle’s
descent to the hearth. And
she forgot her stock-
ing! Think cf that!

And when Master Clarence Kenyon Sills
sees this, his first Christmas tree ! Doris
Kenyon and her husband, Milton Sills,
First National Players, are just as happy
as he’ll be. What a blessed Yule for them!

Yuletide is nature’s best eraser of sorrow-
ful memories. Margaret Livingston of
Fox cares for four children of a departed
sister, and has provided good cheer in
abundance for them.

Let’s see. What did the young fellow at
this house order? Ethlyne Clair of Uni-
versal gets out her notebook. It’s a good
thing the y. f. a. t. h. isn’t peeking at the
bundle or she’d have to leave them all here.

Clara Bow, at the end of 1927, illustrates
how she hopes to break through to further
stardom for Paramount in 1928. Not
much left of December, literally or figura-
tively.

Lois Moran of Fox beats Santa Claus to it.

Virginia Lee Corbin (below) of First National
has placed all the gifts under the tree and
now is giving it that last happy touch.

And when the youngsters see those
dolls they won’t even be interest-
ed in the other packages.

Tom Tyler of FBO rides the hobby
horse himself. Christmas toys are a

splendid thing for children and

for their dads especially.

•• ■■■<».■ <!*«***

tun err i) Christmas ft

Will Johnny Mack Brown of M-G-M be
the mistletoe Santa? Gwen Lee appar-
ently is wistfully hopeful that he will be.
We’ll wager he agrees that mistletoe is a
good invention and so does Miss Lee, too.

Mack Sennett funsters do a Pathe Santa
Claus sequence a bit early because of the
December closing of the studio. These are
Billy Bevan, Carrol Lombard (left) and
Ruth Hiatt. Santa Billy fell into the trap.

The wreath becomes only a frame for beauty when Alice White of First National dons it.

Ralph Ince and Jola Mendez, in F B O’s “Chicago After
Midnight,” arrange a merry Christmas. The story is of a
gangster arrested on Christmas Eve.

Josephine Dunn of Paramount still is waiting for Santa
Claus, but it appears, from the stocking, that he already
has been there.

The last year has brought a number of joys to June Coll-
yer, debutante daughter of a New York attorney, who
turned her eyes to the studios and is now a featured player
for Fox Films. It’s truly a real Christmas for her.

Renee Adoree of Metro-Goldwyn-Mayer considers it the
first duty of Christmas, according to tradition, to hang
the mistletoe. It’s powerfully close to being above her
head, and, indeed, what could be a better place for it?

mm B

December 24, 1927

EXHIBITORS HERALD

35

“Herald” Lists

MONEY MAKERS

of 1927

The American Theatre Issues Its Annual Box Office Statement

Exhibitors, through the HERALD, have given to the industry in this issue an authentic
report on the attractions which have made them money during the 12 month period ending
November 15.

In this statement of box office values, studied in conjunction with the weekly compilation of reports in
“What the Picture Did for Me,” the industry will find the key to the type of pictures which the public
will patronize.

Outstanding in this year’s exhibitor box office state-
ment of business is the fact that two pictures, both war
comedies, have tied for first honors.

These are “Rookies” and “Tell It to the Marines.” In
the voting these two comedies have remained apace
throughout. In fact, the comedy and comedy-drama, as
disclosed in an earlier survey by the HERALD, hold the
dominating position in the first 10 of the 104 winners.

It is interesting to note the number of pictures which
are on the honor roll this year and were included in the
104 best of 1925 and 1926. These are designated by
asterisks.

This list of 104 money makers is compiled from state-
ments written by exhibitors, in reply to a request mailed
every year to them following shortly after November 15.
The response to this request by the HERALD, year in
and year out, has been phenomenal.

Subsequent runs have in this compilation of reports
by exhibitors definite information on which to base
bookings. There are those who have not yet played some
of this product and through this statement of box office
values they will be guided in their future bookings.

This truth can be no better illustrated than in the fact
that so many of this year’s winners were listed in the
honor rolls of 1925 and 1926.

The list of 104 money makers has shown that these
pictures are sound business investments, and basing their

judgment on this premise, the exhibitors have sought
bookings.

It will be found that in this list of 104 money makers
the leaders are among those pictures which stand the
highest in “The Box Office Ticker,” an exclusive feature
of EXHIBITORS HERALD. This is evidence, in its
way, of the value of this department to the theatre
owners and managers of the country.

The list of 104 money makers illustrates the use of
HERALD service by exhibitors. Each year following
publication of this list exhibitors seek bookings on the
formation supplied. This box office statement is made
by exhibitors in most instances on the basis of gross
receipts as compared with rentals. In other words, in
some cases rentals have been high, making the net neg-
ligible regardless of the gross. In such instances the
pictures have not been included as money makers.

Correct evidence of the exhibition life of a picture is
also contained in this compilation. There are pictures
which make the run of the bookings in a few months,
while others are money makers year in and year out.
Statements of the exhibitors as presented herewith will
make future hookings of the product a simple matter.

Of the first 10 pictures listed in the 104 best of 1927
the initial five are comedies and the next five are dramas.
This is a guide to public demand which can not be
overlooked.

1 7

Keep This Issue

In this list exhibitors will find a guide to box office performance. Others have made money and it
may mean an increase in your gross and net. Save for future reference.

36

EXHIBITORS HERALD

December 24, 1927

Rookies ( MGM )

Tell It To The Marines (MGM)

The Kid Brother (Par)

Slide Kelly Slide (MGM)

The Biggest
MONEY MAKERS
of 1927

Published on these tivo pages are the pictures which made
the most money for exhibitors during the 12 month period
ending on November 15. The list is compiled from the
statements made by exhibitors in a nation-wide survey.

The numerals indicate the number of exhibitors naming
each picture as one of the 10 best money makers of the year.
One asterisk denotes that the picture was among the 104
best in 1926, and tivo asterisks denote that the picture was
listed both in 1926 and 1925.

ROOKIES (MGM) 148

TELL IT TO THE MARINES (MGM) 148

THE KID BROTHER (Par) 127

SLIDE KELLY SLIDE (MGM) 107

IT (Par) 103

BEAUGESTE (Par) 97

♦THREE BAD MEN (Fox) 95

WE’RE IN THE NAVY NOW (Par) 95

THE WINNING OF BARBARA WORTH (UA) .... 92

THE MAGIC GARDEN (FBO) 79

♦THE VOLGA BOATMAN (Pathe) 75

THE BIG PARADE (MGM) 72

* LADDIE (FBO) 72

BEN HUR (MGM) 64

♦THE QUARTERBACK (Par) 59

THE GREAT K. AND A. TRAIN ROBBERY (Fox) 56

*THE BLACK PIRATE (UA) 55

NAUGHTY BUT NICE (FN) 53

McFADDEN’S FLATS (FN) 53

TILLIE THE TOILER (MGM) 50

THE CALLAHANS AND MURPHYS (MGM) 50

♦THE COHENS AND KELLYS (U) 48

♦ELLA CINDERS (FN) 46

JOHNNY GET YOUR HAIR CUT (MGM) 46

FLESH AND THE DEVIL (MGM) 44

TIN HATS (MGM) 44

♦THE CAMPUS FLIRT (Par) 41

THE LAST TRAIL (Fox) 41

NO MAN’S GOLD (Fox) 41

WHAT PRICE GLORY (Fox) 1 . 40

THE FIRE BRIGADE (MGM) 38

HULA (Par) 38

THE HILLS OF KENTUCKY (WB) 32

♦♦KEEPER OF THE BEES (FBO) 32

THE MYSTERIOUS RIDER (Par) 32

THE ROUGH RIDERS (Par) 32

THE SCARLET LETTER (MGM) 32

THE UNKNOWN (MGM) 32

♦THE SON OF A SHEIK (UA) 32

THE BRONCO TWISTER (Fox) 30

THE OVERLAND STAGE (FN) 30

ROUGH HOUSE ROSIE (Par) 30

♦BEHIND THE FRONT (Par) 28

THE CIRCUS ACE (Fox) 28

December 24, 1927

EXHIBITORS HERALD

37

THE FLAMING FOREST (MGM) 28

THE FOUR HORSEMEN (MGM) 28

**THE LOST WORLD (FN) 28

*THE TWO GUN MAN (FBO) 28

*BORN TO THE WEST (Par) 26

FORLORN RIVER (Par) 26

ORCHIDS AND ERMINE (FN) 26

A REGULAR SCOUT (FBO) 26

TWELVE MILES OUT (MGM) 26

*THE BAT (UA) 25

THE WAY OF ALL FLESH (Par) 25

THE BETTER ’OLE (WB) 23

DEMPSEY-TUNNEY FIGHT (SR) 23

DON JUAN (WB) 23

*THE FLAMING FRONTIER (U) 23

*MEN OF STEEL (FN) 23

*ONE MINUTE TO PLAY (FBO) 23

TWINKLETOES (FN) 23

*CHIP OF THE FLYING U (U) 20

LONE HAND SAUNDERS (FBO) 20

A NIGHT OF LOVE (UA) 20

THE SEA BEAST (WB) 20

SILVER COMES THROUGH (FBO) 20

*UP IN MABEL’S ROOM (Pathe) 20

THE COUNTRY BEYOND (Fox) ... 18

*IRENE (FN) ) 18

LOST AT THE FRONT (FN) 18

OUTLAWS OF RED RIVER (Fox) 18

*BROWN OF HARVARD (MGM) 17

THE COUNTRY DOCTOR (Pathe) 17

FAUST (MGM) 17

FIREMEN SAVE MY CHILD (Par) 17

THE GORILLA HUNT (FBO) 17

**THE IRON HORSE (Fox) 17

*IT MUST BE LOVE (FN) 17

MICHAEL STROGOFF (U) 17

THE MIDNIGHT SUN (U) 17

MR. WU (MGM) 17

THE NIGHT CRY(WB) 17

PAINTING THE TOWN (U) 17

SENORITA (Par) 17

THE SILENT RIDER (U) 17

TARZAN OF THE GOLDEN LION (FBO) 17

CANYON OF LIGHT (Fox) 14

CHANG (Par) 14

CHILDREN OF DIVORCE (Par) 14

*THE DARK ANGEL (FN) 14

*DESERT GOLD (Par) 14

DON MIKE (FBO) 14

KNOCKOUT RILEY (Par) 14

THE LAND BEYOND THE LAW (FN) 14

*SENOR DAREDEVIL (FN) 14

THE WANING SEX (MGM) 14

CASEY AT THE BAT (Par) 11

DRUMS OF THE DESERT (Par) 11

GETTING GERTIE’S GARTER (Pathe) 11

**LITTLE ANNIE ROONEY (UA) 11

NEVADA (Par) 11

**THE PONY EXPRESS (Par) 11

THE RED MILL (MGM) 11

The Winning of Barbara Worth (UA)

Three Bad Men (Fox)

It (Par)

Beau Geste (Par)

38

EXHIBITORS HERALD December 24, 1927

•A^

Abraham Lincoln

Across the Pacific

Adorable Deceiver

Alomu of the South Seas

America

American Beauty :.i

An Affair of the Follies

Ancient Highway

Ankles Preferred

Annie Laurie

Arizona Bound

Arizona Nights

Arizona Outlaw

Arizona Sweepstakes

As No Man Loved

2

1

::.2

3

i

.3

.1

.3

.2

.3

.1

.1

1

B

Babe Comes Home

Back To God's Country

Bandit's Baby

Barbed Wire

Bardelys the Magnificent

Battling Butler

Beautiful Cheat «...

Becky v

Beloved Rogue

Below The Line

Bertha The Sewing Machine Girl.

Best Bad Man

Better Man

Beverly of Graustark

Beware of Widows

Bigger Than Barnums

Birth of a Nation

Blackbird

Black Cyclone

Black Diamond Express

Blarney

Block Signal

Blonde or Brunette

Blonde Saint

Blood Ship

Blue Eagle

Bonanzo Buckaroo

Border Cavalier

Border Sheriff

Braveheart

Bred In Old Kentucky

Breed of the Sea

Bride of the Storm

Broadway Nights

Bronco Buster

Brown Derby

Buckaroo Kid

Bugle Call

Bustin' Through

Butterflies in the Rain

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Additional
List of Big
B«0* Winners

Five hundred and eighty-one
pictures named by one or more
exhibitors as among their ten
biggest money makers of the
year ending November, 15, 1927,
are alphabetically listed here-
with. Titles of the 104 pictures
shown to be the biggest money
makers of the year are pub-
lished upon the two pages pre-
ceding. Those titles are not re-
peated in this list.

Numerals opposite titles indi-
cate the number of exhibitors
including each picture in their
biggest money maker lists.

Dempsey-Sharkey Fight 2

Denver Dude 1

Desert Flower 1

Desert Greed 1

Desert’s Price 1

Desert's Toll 2

Desert Valley — 1

Devil’s Circus 1

Devil’s Gulch 1

Devil's Saddle 2

Don Q 2

Don't Tell the Wife 1

Dress jParade 1

Drop Kick 3

Drusilla With a Million 2

E

C

Calgary Stampede 3

California or Bust 1

California Straight Ahead 4

Camille 4

Canadian 1

Captain's Courage 1

Captain Salvation 2

Cats’ Pajamas 1

Charley’s Aunt 1

Cheerful Fraud 3

Chinese Parrot 1

Christine of the Big Top 1

Clancy’s Kosher Wedding 1

Clash of the Wolves 4

Classified 1

Claw 1

Clown 1

Code of the West 1

College 2

College Widow 1

Convoy 3

Country Doctor 3

Covered Wagon \

Cowboy Dude 1

Cowboy Musketeer 1

Cradle Snatchers 2

Cyclone of the Range 1

D

Damaged Goods 1

Danger Ahead 1

Demi-Bride _ 3

The Quarterback (Par)

Eagle 4

Eagle of the Sea 2

East Lynne 1

Eucharistic Congress 1

Eve’s Leaves 1

Exit Smiling 1

F

Fair Co-Ed 4

Fall of the Alamo 1

Family Upstairs 1

Fast and Furious 1

Fighting Boob 1

Fighting Stallion 1

Fig Leaves ~ 3

Flag Lieutenant 2

Flame of the Yukon 1

Flaming Waters 1

Flashing Fangs 3

Forever After 5

For Heaven’s Sake 6

Fourth Commandment 4

Framed 4

Freshman 4

Frisco Sally Levy 1

Frontiersman 3

G

General 4

Gentle Cyclone 3

Girl Shy 1

God Gave Me Twenty Cents 1

God’s Great Wilderness 1

Going the Limit 2

Gold Rush 2

Good As Gold 2

Graustark ...2

Greater Glory 3

Great Mail Robbery 2

H

Hands Across the Border 3

Hard Boiled 3

Harvester 2

Heart of Maryland 2

Heart of Salome 1

Heaven on Earth 3

Held by the Law 1

Hell Hounds of the Plain 1

Her Big Night 3

Her Honor the Governor 1

Hero of the Big Snows 3

Hero on Horseback 3

Hey Hey Cowboy

Hidden Loot ,

Hills of Peril

His People

His Secretary

Hogan’s Alley

Hold That Lion

Home Maker

Home Struck

Honeymoon Express

Hotel Imperial

Hot Water

3

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Ice Flood 1

In Old Kentucky 1

Isle of Retribution 1

Is Zat So? 1

It’s the Old Army Game 1

J

Jade Cup 1

Jesse James 2

Johnstown Flood — 1

Judgment of the Hills 1

K

Kentucky Pride 1

Kick Off 1

Kid Boots 4

Kiki 5

King of the Turf 1

Kosher Kitty Kelly 1

L

La Boheme 1

Last Alarm 1

Last Frontier 3

Last Laugh — 1

Lena Rivers 1

Les Miserables 2

Let It Rain 3

Let’s Get Married - 1

Let’s Go Gallagher 1

Life of Riley 2

Lightning jtfs 1

Lightning Lariats 2

Lilies of the Street 1

Limited Mail - 1

Little Irish Girl 1

Little Journey - 1

Live Wire 1

Lone Eagle 1

Lone Wolf Returns 1

Long Loop on Pecos 1

Lost Battalion 1

Love’s Greatest Mistake 1

Loves of Sunya 1

Love Thief - 1

Love Thrill 1

Lovey Mary 1

Lunatic at Large 1

Lure of the Wild 1

Lure of the West.... -.1

M

Magic Flame 2

Magician 1

Mamma Behave 1

Man From Red Gulch 1

Manhattan Madness 1

Man in the Saddle 3

Man on the Box 3

Man Power — 3

Mantrap — 4

Mark of Zorro 1

Memory Lane 1

Men of Daring 2

Men of Purpose 1

Merry Widow 1

Midnight Flyer - 2

Midnight Message 1

Mike 1

Miss Nobody 2

Mockery 1

Monkey Talks 2

The Scarlet Letter (M-G-M)

December 24, 1927

EXHIBITORS HERALD

39

Monsieur Beaucaire 1

Monte Cristo — 1

Moon of Israel 4

Mother 2

Moulders of Men 2

Mountain Eagle 1

Music Master -~3

My Own Pal 1

My Best Girl 1

N

Tin Hats (MGM)

The Black Pirate (U. A.)

Nell Gwyn 1

Nervous Wreck 2

No Man’s Law 3

North of ’36 1

Not For Publication 1

O

Oh What a Nurse 4

Old Clothes - 1

Old Soak 3

Out All Night 1

Outside the Law 2

Over the Hill 2

P

Padlocked

Painted Ponies

Pals In Paradise

Paradise For Two

Passion Play

Perfect Clown

Phantom Bullet

Phantom of the Opera..

Plastic Age

Poker Faces

Potters

Prairie King

Prince of Headwaiters —
Prisoners of the Storm..

Private Izzy Murphy

Puppets

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Quo Vadis 4

R

The Bronco Tivister (Fox)

Hills of Kentucky (W . B .)

Flesh and the Devil (MGM)

Rainbow Trail 2

Ranger of the North —....—1

Red Clay — A

Red Kimono 3

Red Raiders 2

Rejuvenation of Aunt Mary 1

Resurrection 4

Riding the Wind 2

Road to Mandalay 3

Robinhood 5

Rolling Home 2

Rosita — — 1

Rubber Tires 1

Runaway Express 2

Rustler’s Ranch 1

Rustling For Cupid 2

S

Saddle Hawk 1

Sally of the Sawdust — 1

Sandy 4

Satin Woman -1

Say It Again .1

Scarlet West 2

Sea Hawk 1

Sea Horses - 1

Sea Tiger 5

See You In JaiL 2

Sensation Seekers 1

Seventh Bandit 1

Seventh Heaven 1

Shadows of Chinatown 1

Shanghai Bound 1

She’s a Sheik 2

Silent Lover 4

Skinner’s Dress Suit 5

Smile Brother Smile 1

Somewhere in Sonora 3

Son of His Father 1

So’s Your Old Man 1

Sorrows of Satan 3

Spangles 1

Sparrows 6

Splendid Road 1

Spook Ranch 4

Stella Dallas 6

Stella Maris I

Still Alarm 3

Stolen Bride L 3

Stranded in Paris 1

Strong Man 4

Summer Bachelors 4

Sunset Derby l

Sweet Daddies ...6

Sweet Rosie O’Grady 1

Swim Girl Swim 3

T

Take It From Me 4

Taxi Dancer 1

Taxi Taxi 1

Temptress 5

Laddie (FBO)

The Last Trail (Fox)

McFadden’s Flats (F. N.)

Big Parade (MGM)

The Magic Garden (FBO)

40

EXHIBITORS HERALD

December 24, 1927

Ben Hur ( MGM )

Tillie the Toiler (MGM)

Callahans and Murphys (MGM)

The Mysterious Rider (Par)

Keeper of the Bees (FBO)

Ten Commandments 2

Tender Hour 2

Ten Modern Commandments 1

Ten Nights in a Barroom... 1

Tess of the Storm Country 3

Texas Flash 1

Texas Streak 2

That's My Baby 2

There You Are 1

Thief In Paradise 1

Thief Of Bagdad 3

Thirteenth Hour 1

Thirty Below Zero 2

Three Hours 1

Three's a Crowd 1

Thumbs Down 1

Thundering Herd 3

Tin Gods 4

Tom and His Pals 2

Tony Runs Wild • 5

Tongues of Flame 1

Topsy and Eva 1

Tough Guy 5

Tracked by Police

Tracked in the Snow Country 2

Traffic Cop 1

Tramp Tramp Tramp 3

Tumbleweeds 2

Tumbling River 1

U

Uncle Tom’s Cabin 1

Understanding Heart 5

Underworld 1

Unguarded Hour 1

Unholy Three 1

Unknown Cavalier 6

Unknown Soldier 5

Upstage 1

V

Valencia 1

Valley of Hell 3

Vanishing American 5

Variety 3

Venus of Venice 1

W

Wages For Wives 1

Waltz Dream I

Wanderer 3

War Horse 1

War Paint 1

We Moderns 1

W'estern Whirlwind 1

What Happened to Jones j 5

When a Man Loves 1

When Love Grows Cold 1

Where the West Begins 1

Where Was I? 1

While London Sleeps 2

Whispering Pines 1

Whispering Sage 1

Whispering Smith 1

W'hite Gold 1

White Pants Willie 2

W'ilderness Woman 1

Wild Horse Mesa 1

Wild Horse Stampede 1

Wild To Go I

Winds of Chance 4

Wings of the Storm 1

Winners of the Wilderness 3

Winning Oar 1

Wolf’s Clothing 1

Worn anh and led 1

Women Love Diamonds 1

World At Her Feet 1

World War 1

Y

Yankee Clipper 6

Yankee Senor 1

You Never Know Women 1

Joe Slater (left) and his partner, J.
Sansterre of the Opera House at Sun-
cook, N. H., talk over plans for their
new theatres. The best of success!
(Photo by H. E. N.)

Rough House Rosie (Par)

Cohens and Kellys (U)

The Fire Brigade (MGM)

The Campus Flirt (Par)

We’re in The Navy Now (Par)

December 24, 1927

EXHIBITORS HERALD

41

Exhibitors Who Named the

MONEY MAKERS of 1927

EXHIBITORS HERALD herewith publishes a partial list of the exhibitors whose cooperation in sub-
mitting lists of pictures that made the most money for them resulted in the 1927 annual box office state-
ment of the American theatre, published on preceding pages. Names of many who contributed lists are
withheld by request.

A

E

Adams, John G., Wa-Pa-Co. theatre, Watervliet,
Mich.

Adams, Roy W., Pastime theatre. Mason, Mich.
Aikins, G. E., Aikins theatre. Riddle, Ore.

Allen, H. K., Opera House, Broadlands, 111.
Ames, Oakley, Club Hall theatre, Siaydenville,
Mass.

Anderson, F. W., New Rialto theatre. Coal City,

111.

Antony, E. A., Ideal theatre, Ponchatoula, La.
Armistead, D., Lyric theatre, Easley, S. C.

B

Bailey, Carl Linwood theatre. Pawnee, Neb.
Bailly, Chas. E., Lyric theatre, Webster, S. D.
Banks, James A., Lyric theatre, Saratoga, Wyo.
Barbour, Ernest H., Florencita theatre, Los An-
geles, Cal.

Bayard, J. J., Hippodrome theatre, Washington,
D. C.

Becker, Gus A., Trinity theatre, Mirando, Tex.
Bergesather, J. A., Morris theatre. Brocket, N. D.
Berquist, A. N., Strand theatre, Marquette, Kans.
Biddle, E. M., Strand theatre, Paoli, Ind.

Biggs, W. T., Adair theatre, Adair, la.

Boldue, Leon C., Bijou theatre, Conway, N. H.
Bonstein, Donald W., Third Street theatre,
Easton, Pa.

Borherlin Amus. Co., Pastime theatre, Albur-
querque, N. M.

Bradley, Walt, Moon, Neligh, Neb.

Bramson, L. A., New Royal theatre, Chester Oak,
Iowa.

Branch, Ray, Strand theatre, Hastings, Mich.
Brawner, A. D., Jewel, Hacker, Okla.

Brechler, E. H., Opera House, Fennimore, Wis.
Broadway theatre, Springfield, Mass.

Brown, B. C., Temple theatre, Virogua, Wis.
Brown, Carl L., Pastime theatre, Kurthwood, La.
Brown, Jay, Texas theatre, Austin, Tex.

Brown, O., Follett, Tex.

Brown, Roy C., Strand theatre, Akron, Ohio.
Brumund, H. A., Lyceum and Princess theatres.
Thief River Falls, Minn.

Brune, W. H., Jewel theatre, Winside, Nebr.
Brunsberg, Jahn, Issaquah theatre, Issaquah,
Wash.

Burrwood Movies, Burrwood, La.

Byars, C. E., Valley theatre, Valley, Neb.

Byerly, C. M., Rainbow theatre, McBurg, Ohio.

Ebeowne, Geo. J. E., Auditorium theatre, Marble-
head, Ohio.

Emmons, N. W., Eagle theatre. Eagle River, Wis.
Essaness theatre, Rushvilio, Nebr.

Evans, George D., Alma theatre, Alma, Wis.

F

Face, H. M. & Sons, Star theatre, Nashville,
Mich.

Fahrenkrog, W., Lincoln theatre, Bunker Hill, 111.
Fahrny & Elson, Electric, Curtis, Neb.

Farrar, Steve, Orpheum theatre, Harrisburg, 111.
Faust, O. A., Opera House, Butler, Ohio.

Filson, S. W., Opera House theatre, Scott City,
Kan.

Fitten, D. E., Fitten theatres, Harrison, Ark.
Follette, D. B., Del-Lu theatre, Gibsonburg, O.
Forsyth, W. A., Temple theatre, Standish, Mich.
Fosse, O. A. Community theatre, Ridgeway, Iowa.
Foster, Tom, Star, Stanley, Wis.

Frank, Naman E., Regent theatre, Wayland, Mich.
Frazier, M. D., Empress theatre, Arma, Kan.
Freeman, Fred L., Alimar theatre. Live Oak, Fla.
Furnas, Chas. W., Buzz theatre. West Milton, O.

G

Galley, Elmer E., Crystal theatre, Wayne, Nebr.
Galser, Will J., Grand theatre, Faribault, Minn.
Gast, Karl B., Argonne theatre, Akron, Ind.

Gatt, Paul, Cortland theatre, San Francisco, Calif.
Gehlren, C., Community, Burk, S. D.

Gilman, H. E., Club theatre, Weed, Calif.

Gooch, Frederic O., Lyric theatre, Loudon, Tenn.
Gooding, Henry W., Lincoln theatre, Pittsburgh,
Pa.

Goodge, R., Lyric theatre, Leigh, Nebr.

Green, Mrs. Hulda J., Gem theatre, Greenriver,
Utah.

Grice, H. B., Aiken Mills theatre, Bath, S. C.
Griffin, C. C., 'New Piedmont theatre, Oakland,
Calif.

Griffin, J. F., Gorham Opera House, Gorham,

N. H.

Guerrin, Jr., Leo., Hippodrome, Erie, Pa.

H

C

Capell, D. A., Strand, Carey, Ohio.

Carey, G., Strand theatre, Parris, Ark.

Carroll, T. W., Liberty theatre, Chapman, Kan.
Carter, J. B., Electric theatre, Browning, Mo.
Caver, C. V., Majestic theatre, Comanche, Tex.
Charles, L. P., Grand theatre, Chetek, Wis.

Cley, M. J., Princess, Eureka, Kan.

Coffee & Ellis, American theatre, Perryton, Tex.
Colonial theatre, Pueblo, Colo.

Conant, E. B., Charkarohen theatre, Lincoln,
N. H.

Cooke, George H., Hub, Mill Valley, Calif.
Cosner, John, Sun theatre, Sargent, Neb.

Craig, O. F., Royal theatre, Newark, Ark.
Crichton, V., Regent theatre, Chapleon, Ont.,
Canada.

Crosby, Leon A., Casino theatre, Naples, Me.
Crosby & Schwierske, Rex theatre, Colby, Wis.

D

Daily, Vincent, Pember and Pastime theatres,
Granville, N. Y.

Dams, Dyo F., Crystal, Silver Creek, Neb.

Dawson, Kenneth, Victoria theatre, Gallitzin, Pa.
Demaree, O. T., Franklin Opera House, Franklin,
Ind.

Deyo, L., Miers theatre, Schoharie, N. Y.

Dixon, Mrs. T. H., Welcome theatre, Knight Land-
ing, Cal.

Dorchester, D. H., Community Center theatre,
Southbury, Conn.

Dorn, H. W. Riviera theatre. South Miami, Fla.
Drew, O. V., Memorial, Vinalhaven, Maine.
Duba, Rudolph, Royal theatre, Kimball, S. D.
Duffy & Wallace, Rialto theatre, Mangum, Okla.

Hancock, C. F., Lyric theatre, Stuart, Fla.
Hannah & Martin, World theatre, Mineral Point,
Wis.

Hansen, E. W., American Legion, Elk Mound,
Wis.

Hare, Othello O., Crosby theatre, Crosby, Tex.
Harris, I. H., Burley theatre, Burley, Idaho.
Hartsougli, J. E., Sleepy Eye, Warren, 111.
Harvey, Robt., T & D theatre, Oakland, Calif.
Haworth, James, Rialto theatre, Ladysmith, B. C.,
Canada.

Held, P. G., Strand theatre, Griswold, la.

He wields a wicked mashie, this A. W.
Hughes, manager of the Halcyon at
Colebrook, N. H. (Photo by H. E. N.)

Hickman, R. W., Lyric theatre, Greenville, 111.
Hilsinger, E. O., Library Opera House, Marathon,
N. Y.

Hoag, H. E., Momence theatre, Momence, 111.
Hoffmann, Paul B., Legion theatre, Holyrood,
Kan.

Hohnewehr, P. C., Parkland theatre, Cincinnati,
Ohio.

Hollaren, F. J., Scenic theatre, Elkton^ S. D.
Hollen, Paul D., Princess and Royal theatres, Mt.
Hope, W. Va.

Homegay, W. L. Victoria theatre, Mt. Olive, N. C.
Hopkins, Clarence E., Hopkins theatre, Cotter,
Ark.

Horn & Morgan, Star theatre, Hay Springs, Nebr.
Hornung, Adam, Opera House, Victor, Mont.
Horten, H. L., Princess, Lake Preston, S. D.
Hughes, Arthur W ., Halcyon theatre, Colebrook,
N. H.

Hughes, Glenn J., Trail theatre, Bridgeport, Nebr.
Hughes, M. W ., Colonial theatre, Astoria, 111.
Hunerberg, C. V., Princess, Parkersburg, la.
Hunter, B. H., Strand theatre, Uvalde, Tex.
Huston, N. W., Liberty theatre, Columbus, Kan.
Hyde, Charles Lee, Grand theatre, Pierre, S. D.

I

Ihde, S. G., Photoplay theatre, Ashland, Kan.
Inslry, W. T., Mill-Inn and New Liberty theatres,
Dalhi and Mangham, la.

J

Jaffe, M., Lyric theatre, Kenyon, Minn.

Jim, Anthony P., Paramount theatre, Latrobe.
Pa.

Johnson, C. C., Amus-U theatre, Melville, La.
Johnson, Fred E., Colonial and Strand theatres,
Cambridge, Ohio.

K

Karlen, H. L., Karlen theatre, Monticello, Wis.
Keller, John G., Metropolitan theatre, Tripp, S. D.
Kennedy, James D., Apollo theatre, Indianapolis,
Ind.

Kershaw, F. H., Osborne theatre, Winnipeg, Can-
ada.

Kilgore, J. W., Rialto theatre. Plain City, Ohio.
Klahn, Louis A., A Muse-U theatre, Wheatland,
la.

Klawittee, O. J., Gem theatre, Seatle, Wash.
Knorr, D. E., Pergola theatre, Allentown, Pa.
Knox, Mrs. C., Star theatre, Villa Grove, III.
Kortes, Harold, Sun, Plainwell, Mich.

Krauth, Peter, Denison Opera House, Denison, la.

L

Laarena, H. E., Majestic theatres, Madill, Okla.
Lake, Edwin, Lake theatre, Baker, Mont.

Landry, J. S., Columbia theatre, Morganza, La.
Latimer, J. S., Merit theatre, Hartford, Ark.
Lawbaugh, E. G., Opera House, St. Marys, Mo.
Lector, Fred H., Roseland theatre, Chilhowie, Va.
Ledou, L. R., Home Town Airdome, Isabel, Kan.
Lee, Frank E., Lee's theatre. Three Oaks, Mich.
Levy, Bert, Columbia theatre, Portland, Ore.
Lloyd, Kenny, Joy theatre, Foreman, Ark.

Lloyd, Robert, State theatre. Midland, Pa.
Lodge, George, Green Lantern theatre, Claymont,
Del.

Lorenzen, B. W., McKenna Club, McKenna, Wash.
Laudemill, Guy, Fairy theatre, Nappanee, Ind.
Lounsbery, Geo. N., I. O. O. F., Grand Gorge.
N. Y.

Lowe, Russel L., Miller theatre, Wichita, Kans.
Lumpkin, J. W., Cupid theatre, Miles, Tex.

Luton, James N., Junior Military Academy,
Bloomington, Tenn.

M

MacDonald, J. H., Wiley theatre, Wiley, Colo.
MacKinzie, J. C., Princess theatre, Seaforth, Ont.,
Can.

Makinson, Harold, Park theatre, Barberton, Ohio.
Manning, M. A., Opera House, Baldwin, Wis.
Marshall & Halverson, Strand theatre, Bridge-
water, S. D.

Martin, Erie, Hobart theatre, Hobart Mills, Calif.
Martin, Wm., New Patriot, Patriot, Ind.
McCarthy, J. C., Belle theatre, Belleville, Ont.,
Can.

42

EXHIBITORS HERALD

December 24, 1927

BETTER THEATRES result from the enterprise of these New Hampshire showmen. Left to right: J. B. Eames, owner
of the Eames circuit in and around Littleton; H. A. Graves, owner of the Opera House at Lancaster ; R. W. Smith, manager
of the Town Hall at Winton; W. A. Nichols, owner of the Majestic at Antrim; E. H. Kennedy of the Opera House at
Lakeport; C. W. Kemp, Town Hall, Warren, and C. H. Cram of the Grange Hall at Center Harbor. (Photos by H. E. N.)

McClure, Max L., Palace theatre, Littlefield, Tex.
McCory, Theo. S., Elite theatre, Colconda, III.
McDonald, C. J., Riverside, Princeton, Calif.
Melsker, Clay W., Rialto theatre, Plymouth, Ind.
Metcalf, Carson T., Opera House theatre, Green-
field, 111.

Meyers, S. D., Marcus theatre, Lemmon, S. D.
Miles, A. N., Eminence, Eminence, Ky.

Miller, C. A., Strand theatre, Alma, Mich.

Miller, H. C., Gem theatre, Winthrop, Maine.
Miller, Leopold, Princess theatre, Elm Grove,
W. Va.

Moore, Joe B., Moore theatre, Gildford, Mont.
Mott, E. P., Lyric theatre, Wooster, O.

Musselman, Ray W., Princess theatre, Lincoln,
Kan.

Myer, E. A., Community theatre. Flora, Ind.

N

Newman, C. M., Y. M. C. A., Blacksburg, Va.
Noreen, E. S., Rex theatre, Hutchinson, Minn.

O

O'Hara, F. J., Community theatre, Elgin, Neb.
O'Rourke, Frank, Rex theatre, Portland, Ore.
Osborn, H. B., Community theatre, Mount Hope,
Kan.

Oswald, Charles, Publix Theatres Corp., Jackson-
ville, Fla.

P

Partrick, H. E., Palace theatre, Mount Rose, N. Y.
Peterson, C. O., Royal theatre, Saxon, Wis.
Peterson, M. L., Alpine theatre, Woodsfield, O.
Pfeiffer, R., Princess theatre, Chilton, Wis.

Picker, A. L., Rex theatre, Ironwood, Mich.
Pickett, W. L., Star theatre, Hereford, Tex.

Poe, Allen, Favorite theatre, Covington, O.

Powell, W. J., Lonet theatre, Wellington, O.

R

Rand, Philip, Rex, Salmon, Idaho.

Randell, John C., Colonial, Montpelier, Ohio.
Rapp, Andrew, Theatorium, Emlenton, Pa.

Relf, R. J., L^ptown theatre. Clear Lake, la.
Remond, N. W., Scenic theatre. Lake Wales, Fla.
Renner, Ed., Eureka, Zenda, Kan.

Rhoades, E. A., Grand theatre. Story City, la.
Rich, S. H., Rich. Montpelier, Idaho.

Ritter, James C., Rivola theatre, Detroit, Mich.
Rolo, Orlo M., High School theatre. Sun City,
Kans.

Rowan, J. A., Moonlight theatre, Kingston, W. Va.
Royal theatre, Gardner, Kan.

Ryan, Chas. H., Buckingham, Chicago, 111.

S

Sass, A. J., Star theatre. Willow Springs, Mo.
Sandhofer, Jos., Kimberly Club theatre, Kim-
berly, Wis.

Sargent, Bert V., Crucible theatre. Crucible, Pa.
Schmidt, Julius W., Grand theatre, Breese, 111.
Schmit, Otto W., Paris theatre, Santa Fe, N. Mex.
Schmitt, Augusta C., Eastman, Rochester, N. Y.
Schneppenheim, Rev. Werner, School Movie, St.
Joseph, Minn.

Schulte, E. J., Rialto theatre, Casper, Wyo.

Seff, C. R., New Radio theatre, Correctionville, la.
Shea, T. A., Palace theatre, McGehee, Ark.
Shearman, C. H., Gem theatre, Edmond, Okla.
Shelnutt, W. N., City, Lafayete, Ala.

Simon, J. Arthur, Lyric & Ramsdell theatres,
Manistee, Mich.

Slinker, W. C., Strand theatre, Greenfield, Mo.
Smith, C. H., Electric theatre. Morning Sun, la.
Smith, Leo W., Fraternity theatre, Henry, S. D.
Smoots, H. V., Vine theatre, Mt. ‘Vernon, Ohio.
Spalti, Oren J., Strand theatre, Pleasantville, la.
Star theatre. New Sharon, la.

Starkey, Edward, Opera House & Rex theatres,
Berlin, Wis.

Steggall, A. J., Cozy, Fayette, la.

Stettmund, H. G., H & S theatre. Chandler, Okla.
Sumner, F. H., Paramount theatre, Kokomo, Ind.
Suszncki, A. A., Majestic theatre. Mansion, Wis.
Suttle, L. A., Star theatre, Coolidge, Tex.

Joe Mayer, editor of the Palace Review
of the Palace theatre at Hamilton,
Ohio, had a novel idea for Christmas
and has placed a personal greeting on
the cover to each patron to whom he
sends the Review’s holiday issue.

Swearingen, Aubrey, Crescent theatre, Woodville,
Tex.

Sweet, Stanton, Pictureland, Naples, N. Y.

T

Tarrey, M. A., Bonzo, Eddyville, la.

Templeton, J. O., Liberty theatre, Seminole,
Okla.

Theiler, R. J., Orpheum theatre, Richland Center,
Wis.

Thompson & C., Opera House, Plattsburg, Mo.
Thornton, J. W., Lyric theatre, Greenfield, la.
Tiffany, A. C., Casino theatre, Mackinaw City,
Mich.

Tragsdorf, Wm. E., Trags theatre, Neillsville, Wis.
Trimbell, L. S., Legion theatre, Manly, la.

Tyas, Philip E., Liberty theatre, Amherstburg,
Ontario, Can.

V

Van Tasell, J. F., Armory & Palace theatres,
Clarinda, la.

Veteran’s Memorial Hall, Stratton, Neb.

W

Wagner, E., Royal, Ft. Recover, Ohio.

Walena, V., Broadway theatre, Malin, Ore.
Washman. C. P., Roxy theatre, Skellytown, Tex*
Watson, C. S., Electric theatre, Caldwell, Kans.
Wenger, R. S., Miami, Union City, Ind.

Wesely, John, Peoples theatre, Scio, Ore.

Wheeler, W. C., Majestic theatre, Willits, Cal.
Whelpley, H. O., Fischers Appleton theatre,
Appleton, Wis.

Whiting, W. C., Whiting Opera House, Whit-
ing, la.

Wilcox-Miller, Lake View theatre, Lake View, la.

Williams, E. J., Tivoli theatre, Knoxville, 111.

Williams, P. V., Peoples, Munday, Tex.

Winninger, Jos., Palace theatre, Waupaca, Wis.

Wise, Lawrence B., Majestic, Eldon, la.

Wiske, Wm., Community theatre, Redgranite, Wis.

Witwer, A. G., Grand, Rainier, Ore.

Wolfes, Floyd, Voider theatre, Lyncoln, Neb.

Woodman, J. W., Gem theatre, Frederick, S. D.

Worman, B. J., Memorial Hall, Westport, N. Y.

Wright, R., Wright theatre, Gurdon, Ark.

Y

Yancey, Robt K., Bonny theatre, Mansfield, Mo.

Yates, Jas. F., Lumina Pavillion, Wilmington,
N. C.

Z

Zerg, L. M., Rialto theatre, Jerome, Idaho.

Zerner, C. H., Brooklyn, N. Y.

Zimmerman, F. W., Palace & Grand theatres, San
Marcos, Tex.

Christmas Cheer Spread
Into Hearts of America
by Nation’s Exhibitors

(Continued from page 23)
twelve of the houses co-operating in the
party are Universal houses.

Many theatres of the Milwaukee Theatre
Circuit staged special attractions for Christ-
mas. A number had Santa Clauses, and
Stanley Gross, manager of the Venetian,
issued guest tickets for children. That is
he sold 3,000 admission tickets at reduced
prices to merchants who in turn distributed
them with their merchandise.

Saxe theatres, too, staged special fea-
tures. The Wisconsin featured Sophie
Tucker in the stage presentation, while the
Uptown and Tower, neighborhood houses,
gave a special kiddie review on Christmas
day.

Another stunt staged by the Milwaukee
Theatre Circuit houses only was a citywide
merchants gift week, known as Merchants’
Christmas Gift week. Costly gifts of all
kinds were distributed by the various thea-
tres including a $100 radio at the Downer
theatre,

Albany Exhibitors
Look to Bigger B. O.

(Special to the Herald)

ALBANY, Dec. 20. — Exhibitors in Al-
bany, Troy and Schenectady are frank in
admitting that Christmas Day, from the
standpoint of business, is one of the worst
days in the entire year. And in the same
breath, these selfsame exhibitors admit that
they are planning to do but little toward
building up business on that day. Of
course a good many will decorate their
lobbies, while the Leland in Albany and
the Troy in Troy will add a Christmas tree.

The fact that Christmas Day falls on
Sunday will probably give some additional
business to the theatres on Monday.

Employes at Albany exchanges are plan-
ning Christmas parties, several of the ex-
changes to have grab bags on Saturday
afternoon, from which presents will be
drawn.

December 24, 1927

EXHIBITORS HERALD

43

Year 1927 Passes in Review

Though mergers are not unusual in this swiftly moving business, the last 12 months will long stand
out prominently because of the more general trend toward consolidation.

This activity has not been confined to the production and distribution phases of the industry. In the
theatre field there have been centralizing movements of vast importance and influence.

During the last 12 months, the industry saw the merging of the vast resources of Pathe, Producers
Distributing Corporation and the Keith- Albee interests, and the purchase of First National by The Stan-
ley Company of America.

In the theatre field, Stanley, Publix, West Coast and Universal have held the limelight through their
merging activities. Construction of new theatres by these companies, as well as by Loew and Fox, has
set a pace in keeping with the progressive spirit of the times.

Further reports on these activities and other highlights of the news of the year follow:

January

Leaders in the motion picture industry
and in finance predict a prosperous 1927,
with $196,000,000, a new record, to be spent
at the studios.

ijl 5{j %

British Motion Picture Advertisers af-
filiates with Associated Motion Picture Ad-
vertisers of New York.

* * *

Governor Baker of Missouri, following
strenuous protest, drops plan to place a
$10 tax on each motion picture entering
the state.

* * *

Lee Marcus is appointed general sales
manager of F B O by President Joseph P.
Kennedy.

* * *

Martin J. Quigley makes heartfelt ac-
knowledgment to the industry for its sup-
port and cooperation during 1926, when the
Herald published the largest volume of
paid advertising of any publication in the
field.

* * *

Obsolete building is blamed for the
Laurier Palace theatre disaster in Montreal
which resulted in the death of 78 boys and
girls.

* * *

Columbia University inagurates course in
film technology.

t- * *

Associated Motion Picture Advertisers

Youngsters of Milwaukee are not for-
gotten by the theatres at Yuletide.
Here is one of them at the State thea-
tre party last season. Fifteen thea-
tres joined in the Carl Laemmle
Goodfellow Christmas party conduct-
ed this year. (Milwaukee Journal
photo.)

plan action looking to a reduction in news-
paper rates on motion picture advertising.

* * *

Consolidated Film Laboratories pur-
chases Hirlagraph Laboratories.

* * *

British exhibitors become adarmed over
the acquisition of theatres by distributors.
* * *

Llewellyn Pizor is elected president of
the M. P. T. O. of Eastern Pennsylvania,
Southern New Jersey and Delaware.

^ ^ ^

Ontario board of moving picture censors
lifts ban of 10 years duration on German
film.

* * *

Census Bureau reports that the cost of
producing the original negatives of the mo-
tion picture films exhibited throughout the
country now exceeds $100,000,000 a year.

^ ^ ^

Herald launches “The Box Office
Ticker,” a system for determining the def-
inite attraction values of motion pictures.

* * *

Carl Laemmle honored by stars, directors,
and producers who started their celluloid
careers under his banner at Sixty Year
Banquet in Hollywood.

* =fc *

Theatre building program for 1927
reaches the huge total of $300,000,000.

* * *

Stanley Company of America announces
it will spend $10,000,000 in a program of

An Outline of 1927

OTANLEY COMPANY OF AMERICA buys First National . . . William Fox buys the Roxy
theatre . . . Pathe-P. D. C.-Keith-Albee merge. . . Marcus Loew dies . . . Fox-Case Movietone
adds another voice to the industry . . . Sam Warner dies . . . Motion picture lecture course has
its inception at Harvard with Joseph P. Kennedy as sponsor . . . Course in film technology is
installed at Columbia . . . Wesco enters Middle West territory . . .Merger of Wesco, Stanley,
Skouras, F. & R. and Saxe is pending . . . Federal Trade Commission Rules against Paramount,
ordering discontinuance of block booking . . . Trade Practice Conference studies industry’s ills
. . . United States senate gets bill prohibiting block booking . . . Congress to eliminate admis-
sion tax on tickets up to $1 . . . Economy gets an upper hand at the studios . . . June Mathis dies.

EXHIBITORS HERALD December 24, 1927

December 24, 1927

EXHIBITORS HERALD

45

46

EXHIBITORS HERALD December 24, 1927

Year 1927 Passes
in Review

( Continued from page 43)

theatre expansion.

* * *

February

Loew plans $10,000,000 theatre construc-
tion program in South.

* * *

Sidney R. Kent announces the organiza-
tion of a short feature department by Para-
mount with Emanuel Cohen as production
manager and editor of Paramount News.
* * *

E. W. Hammons, president, announces
the closing of negotiations which will give
Educational complete ownership of its ex-
changes and which will consolidate the pro-
ducing units making a large part of the
Educational program.

* * *

“Better Theatres” campaign to aid the
small town exhibitor is endorsed.

* * *

Metro-Goldwyn-Mayer announces the ac-
quisition of the Hal Roach short features
for distribution, and the production of
M-G-M News by the Hearst organization.

■%, ;Jc %

Kansas admission tax bill is killed.

* * *

Arbitration in the motion picture indus-
try in 1926, disposed of 12,566 claims total-
ing $2,712,000.

* * *

The first annual reoorfc of the Central
Casting Bureau in Hollywood reveals that
it filled 259,250 jobs during the 12 months
period following its inception.

* * *

March

Paramount buys the screen rights to
“Abie’s Irish Rose.”

* * * l*

Texas exhibitors win in blue law fight
when bill calling for Sunday closing is
tabled by the legislature. Admission taxes
on tickets up to 25 cents are eliminated
in Ontario. .

* * *

Stanley Company of America increases
its box office receipts from $9,567,682 in
1925 to $20,529,936 in 1926.

* * *

Fox-Case launches production on Movie-
tone.

* * *

United States Attorney General Sargent
to make thorough investigation of the mer-
its of Frank J. Rembusch’s complaint
against the Motion Picture Producers &
Distributors of America.

* * *

Ray Coffin is elected president of the
Wampas.

* * *

Harold B. Franklin leaves Publix to be-
come president of West Coast Theatres.

* * *

Stage bandshows reach the refining pe-
riod. Rough edges are wearing off. Mid-
dle West sets pace for bandshow produc-
tions.

* * *

Stanley Company of America acquires
control of First National. Deal involves
interests amounting to upwards of $100,-
000,000.

* * *

Paramount transfers all production to
West Coast studio.

* * *

Admission tax and censorship bills are
defeated in Oregon. Connecticut gets local

option on Sunday shows.

* * *

Universal discards' three-division in favor
of two-division sales plan. Earl Kramer
in charge of Eastern and Southern division,
while Henry M. Herbel heads the enlarged
Western territory.

* * *

Trade welcomes Herald campaign for
better accessories.

* * *

Stanley-West Coast-First National
merger gives impetus to theatre buying,
with Chicago the stormy petrel in the strug-
gle for houses.

* * *

Paramount’s net profits for 1926 total
$5,600,815.

* * *

Exhibitors urge distributors to use trade
paper ads rather than circulars in their
sales campaigns.

* * *

The supreme court of the United States
upholds the South Carolina admission tax
law.

* * *

The motion picture lecture course at
Harvard university is opened by Joseph P.
Kennedy.

:Je if: ;jc

“Better Theatres” presents ways and
means of financing theatres.

* * *

Jake Wells, prominent Southern theatre
owner, takes own life.

* * *

Eli Whitney Collins, after disposal of his
theatres, resigns as president of the Mo-
tion Picture Theatre Owners of America.
R. F. Woodhull succeeds him.

* * *

Ned Depinet is appointed general sales
manager of First National. Ned Marin is
named assistant general production man-
ager.

* * *

Paramount’s general offices move into the
new Paramount skyscraper at the Cross-
roads of the World.

* * *

Charles Emmett Mack is killed in auto-
mobile crash.

* * *

April

William Fox purchases the new Roxy
theatre in New York. Management of the
house continues under the direction of S. L.
Rothafel.

* % ^

Educational’s romance production, “The
Vision,” wins the Hugo Riesenfeld gold
medal for 1926, as the most novel short
feature released during the year.

* * *

Five studios on Coast, those operated by
Paramount, M-G-M, Warner Brothers, Fox
and First National, are closed to visitors.
This action is expected to save thousands
of dollars weekly.

* * *

Will H. Hays urges a new constitutional
amendment for a free screen.

* * *

Sidney R. Kent’s signs new five-year con-
tract with Paramount to become effective
at the termination of his present contract,
which has 18 months to run.

* * *

The United States board of tax appeals
rules that the life of a modem theatre is
33 1/3 years. It holds that 3 per cent a
year is a reasonable reduction for depre-
ciation.

* * *

A 10 per cent admission tax bill, spons-
ored by the governor of Missouri, is de-
feated in the legislature. A bill before the

Indiana legislature to prohibit block book-
ing is defeated.

* * *

Balaban & Katz has greatest year in
1926, with earnings of $1,857,701, a gain
of $354,011 over 1925.

* * *

The name of Famous Players-Lasky
Corporation, by a vote of the stockholders,
is changed to Paramount Famous Lasky
Corporation.

if: sfc

Saxe Amusement Enterprises of Wiscon-
sin affiliates with Publix.

* * *

William Le Baron, formerly with Para-
mount, takes charge of production activi-
ties for F B O.

* * *

John C. Eisele, treasurer of Fox Film
Corporation, dies.

* * *

Joseph M. Schenck is elected president
of United Artists, to fill the vacancy left
by the death of Hiram Abrams. A1 Licht-
man is elected vice president.

* * *

During the first four weeks of operation,
the Roxy theatre in New York grossed
$479,425, with the attendance totaling $567,-
484.

* * *

John J. McGuirk, president of the Stan-
ley Company of America, is elected presi-
dent of First National, succeeding Robert
Lieber, who becomes chairman of the board.
* * *

Warner Brothers acquire full ownership
of Vitaphone.

* * *

I > #

Floods close theatres in Missouri, Illi-
nois, Louisiana, Mississippi and Kentucky.
Hundreds of thousands of dollars lost to
industry.

* * *

The M. P. T. O. of Michigan bars thea-
tre broadcasting by its members between
7 and 11 p. m.

* ^ ^

Distinguished audience attends opening
of “King of Kings” at the Gaiety theatre
in New York.

* * *

Six-day measure before the Illinois leg-
islature is defeated.

* * *

Earle Williams, long prominent on the
screen, dies.

* * *

Pathe and subsidiaries have net income
of $899,677 for 1926.

* * *

Warner Brothers reorganizes sales sys-
tem. Arthur Abeles is placed in charge
of the Eastern area, while Claude Ezelle
is assigned to the Western territory.

* * *

S. L. Rothafel installs third dimension
projection in the new Roxy theatre in New
York.

* * *

The Herald issues its spring edition of
“The Box Office Record and Equipment
Index.”

* * *

May

F B O production announcement appears
exclusively in the Herald.

* * *

President Coolidge designates May 7 as
flood relief day in the theatres of the coun-
try. Entire industry aids in raising funds.
Many thousands of dollars raised.

* * *

Sol Raives is elected president of the
Theatre Owners Chamber of Commerce of
New York City, succeeding Charles. L.

December 24, 1927

EXHIBITORS HERALD

47

O’Reilly who had served in that capacity
for four consecutive terms.

% % Jjc

John McCormick resigns as general man-
ager of production at First National’s West
Coast studio.

jJ: H1 sji

Einar Hanson, motion picture actor, is
killed in automobile accident.

* * *

West Coast Theatres takes over 300
houses in a $2,500,000 deal with Publix and
North American Theatre Corporation.

* * *

Educational moves its general offices to
the Paramount building in New York.

£ * *

Paramount closes deal for the entire out-
put of Christies.

* * *

Universal adopts 24 sheet suggested in
“The Theatre” department of the Herald
by Exhibitors Digney and Carey.

❖ * *

Jesse L. Lasky issues ultimatum to stars
and directors, warning them that they must
deliver or get out. Sidney R. Kent an-
nounces at sales convention that only
through economy within organizations can
the maximum return of earnings be at-
tained.

# * *

Motion Picture Theatre Owners of the
Northwest vote to launch a school for pro-
jection. A1 Steffes is re-elected president.
* * *

Dan Michalove is appointed general man-
ager of Universal Chain Theatrical Enter-
prises.

ifc H4 sj«

John Hammell is appointed new Middle
Wesl division manager by Paramount, suc-
ceeding Phil Reisman.

* =t= *

“Better Theatres” survey discloses that
the idea that theatres must close in the
summer has been exploded. Campaign is
on to make the summer profitable.

* * *

Pathe-P.D.C.-Keith-DeMille merger is
approved by Pathe stockholders. Plan is
under way to recapitalize and expand.

* * *

Ben Berenstein is re-elected president of
the M. P. T. O. of Southern California.

* * *

First Annual Motion Picture Golf Tour-
nament is held on the West Coast under
the auspices of the Herald. George Mar-
shall wins Herald Cup.

* * *

The Academy of Motion Picture Arts
and Sciences is launched by studio people
with Douglas Fairbanks as president.

* * *

Anton T. Kliegel, inventor of stage and
studio electrical devices, dies.

❖ sjc sfc

Producers and theatres vie for the serv-
ices of Col. Charles A. Lindbergh follow-
ing his successful hop across the Atlantic.

* * *

Sid Grauman opens his new Chinese the-
atre in Hollywood.

❖ ❖ ❖

Publix Theatre Managers School gradu-
ates 21 in third class.

H« % jjj

_ Jesse J. Goldburg announces the forma-
tion of First Division Distributors, Inc.,
an independent releasing organization. •
* * *

Tiffany acquires a new third dimension
camera with which to produce many of its
features.

June

The United States supreme court rules
that the Federal Trade Commission ex-
ceeded its authority in ordering the East-
man Kodak Company to dispose of three
laboratories acquired by the company.

❖ ❖ ❖

Fred Wehrenberg is elected president of
the M. P. T. O. of Eastern Missouri and
Southern Illinois. Arthur H. Lockwood is
elected president of the M. P. T. O. of
Connecticut. R. R. Biechele is re-elected
* * *

Secretaries of the Film Boards of Trade
hold their first convention at French Lick
Springs, Ind.

❖ ❖

The Herald celebrates its twelfth anni-
versary of service to the motion picture
industry.

❖ ❖ ❖

R. F. Woodhull is re-elected president
of the M. P. T. O. A. Vote to admit
producers-owned theatres ends long fight.
Reports have Judge Ben Lindsey as prob-
able choice to head theatre men.

5*S

J. J. Murdock is elected president of
Pathe ; Elmer R. Pearson, first vice presi-
dent ; and John C. Flinn, second vice presi-
dent. Phil Reisman becomes sales man-
ager.

* * *

C. E. “Doc” Holah, prominent in sales
and promotion, dies in Los Angeles.

* * *

James R. Grainger signs new five year
contract to direct sales for Fox.

* * *

Clara Bow and Norma Shearer tie in
popularity vote among readers of the
Herald’s “What the Picture Did for Me.”

^ ^ ^

JuIy

Jesse L. Lasky announces that all studio
salaries in excess of $50 a week will be
cut from 10 to 25 per cent. Other studios
also plan pay reductions. Actors Equity
becomes active at studios. Following con-
ferences reduction is delayed to August 1.
* ❖ ❖

Joseph M. Seider is elected president of
the Motion Picture Theatre Owners of
New Jersey. H. A. Cole is re-elected for
his fifth term as president of the Motion
Picture Theatre Owners of Texas. South
Carolina exhibitors organization theatre as-
sociation with George Parr of Lancaster
as president. North Carolina exhibitors re-
join the national organization.

^ jj:

Watterson R. Rothacker is elected vice
president of First National Productions
Corporation and is appointed managing di-
rector in charge of all activities at the
Burbank studio.

❖ ❖ ❖

Motion Picture Club of New York be-
comes a reality with the filing of an ap-
plication for a charter by Nathan Burkan.

* * *

Exchanges grant moratorium on debts to
exhibitors in the flooded districts of the
Mississippi valley.

Hi ❖ ❖

Publix forms bandshow circuit with Chi-
cago as the base of operations.

H< * *

Jack S. Connolly resigns from the Hays
organization to join Fox. Burt New suc-
ceeds him at the Washington office of the
M. P. P. D. A.

❖ ❖ ❖

United Artists purchases half interest in
Rivoli and Rialto, Paramount houses, in
New York. Company gets booking in more
than 400 Paramount theatres.

* * *

E. E. Fulton Company is reorganized.

Nation-wide chain of equipment houses is
formed.

* ❖ ❖

Federal Trade Commission, after hear-
ings lasting five years, rules against
Paramount, its decision prohibiting
block booking, acquisition of theatres
for the purpose of intimidation and con-
spiracy to lessen competition.

❖ ❖ ❖

Michael I. Clofine is named editor-in-
chief of M-G-M News.

H» *!' H'

Mrs. Fanny E. Mastbaum, mother of
the late Jules E. Mastbaum, dies.

H: ❖ ❖

Stanley Company of America is build-
ing 13 theatres to cost $15,000,000.
Twenty houses acquired this year bring-
ing the total number to 231.

* *

Scrimaphone, the creation of Albert
Brown, organist of Marks Brothers the-
atres, Chicago, is introduced as new form
of presentation.

Hi * *

Five thousand players are now work-
ing in presentation, Herald survey re-
veals. Two hundred theatres have
adopted the stageshow policy.

❖ H» ❖

Canon William Sheafe Chase, blue
nose leader, attacks President Coolidge
and asks film quiz for federal control
of pictures. He also urges the dissolu-
tion of the Hays organization.

* * *

Differences between John McCormick
and Colleen Moore and First National
are settled.

* * *

Pictures with a predominance of com-
edy prove popular during summer
months, Herald survey discloses.

Hi ❖ ❖

Actors Equity drops “closed shop
plan in Hollywood.

❖ ❖ *

War on booking combines hit at B &
K and Saenger circuits. Circuits told
by distributors to limit bookings to own
houses.

* * *

August

Studio pay cut is definitely dropped.
All branches vote harmony as new plan
is evolved for ecomony in production.

* * *

Twenty producers pledge Will H.
Hays to take objectionable features from
pictures.

H« ❖ ❖

Distributors endeavor to establish a
15-cent minimum for admissions.

* * *

June Mathias, noted scenarist, dies in
New York.

s»s ❖ ❖

J. E. McAuley, of J. E. McAuley
Manufacturing Company of Chicago, is
elected president of the Equipment As-
sociation.

H: H^ H=

More protection is demanded by big
exhibiting interests.

Hs H* *

“Buyers’ strike,” so apparent at be-
ginning of the season, is diminishing,
Herald survey reveals.

* * *

Will H. Hays protests foreign barriers
against American pictures.

❖ ❖ ❖

A. Entwisle is elected president of the
Independent Theatre Owners’ Associa-
tion of Alberta.

❖ * *

Southern writer contends that New
York ownership of theatres robs man-
( Continued on page 49)

48

EXHIBITORS HERALD

December 24, 1927

Massachusetts Spells Showmanship

Where You Find Nichols You Find Dollars

Meet the following: (L. to R.) B. H. Markell, transferred from the Atlas at Adams to Markell’s Weymouth at Weymouth;
H. E. Haff, owner, Photoplay at Adams; Carrol J. Lawler, the Lawler at Greenfield and Amherst at Amherst; David Mur-
doch, of the Needham; J. P. Kincade, longtime manager of Gray's North Shore at Gloucester; John Miller, Rhode Island’s
grape juice king and operator of the Casino at Narragansett,R. I.; Lee A. Rodenleizer, Strand at Rockland, Mass.

( All fotos by H. E. N.)

Joseph J. Baron and Joe, Jr. He Does she look like her dad, Tom You’d think Mrs. C. R. McCabe of

manages the Grand, W. Warren and Jennings, Fox Boston salesman, or Lennox had her hands full with Bub-

Casion at Warren. Mrs. Jennings? bles and Coletta, plus the Town Hall.

If you know your Massachusetts you know a home of enterprising exhibitors. Here are (L. to R.) L. R. Barhydt, mana-
ger of the Broadway at Springfield; Joseph Mathieu, Capitol at Winchendon; Chas. Kane, who has run the Park at Spencer
17 years; Chas. E. Shute, owner of the Cosmain at Florence; Louis Rosenzweig, Victoria at Greenfield; Frank H. Wotton,
owner of the Willow at Willimansett and former salesman; and Bill Mills, operating theatres in seven towns.

John Kamuda (left) owns the Grand at Indian Orchard. M. F. O’Donnell (left) manages the Bijou at Holyoke, V. B. H.

Arthur B. has the Rialto at Leominster, and Clarence E. Smith the Victory at Holyoke, and Charles J. Costello the

Robbins manages the Strand, Worcester. Plaza at Northampton.

December 24, 1927

EXHIBITORS HERALD

49

Year 1927 Passes
in Review

( Continued from page 47)

agers of initiative and is a detriment to
the motion picture business.

4= =R *

Negotiations closed giving B & K
ownership of the entire Lubliner & Trinz
circuit in Chicago.

* * *

M-G-M, following opposition on the
part of societies throughout the country,
cut “The Callahans and Murphys” to
comply with demands.

* * -4

Dog races in larger theatres cut-in on
theatre attendance.

* ifc

Roxy theatre, New York, in 21 weeks
grosses $2,216,858.39.

* * *

Herald conducts presentation survey
among small towns. Finds that trashy
acts ruin the stageshow policy in these
communities.

* * *

September

Union and theatre disagreement in
Chicago closes 370 theatres for six days.
Strike costs box office $1,200,000.

* * *

Overseating closes several outlying
Milwaukee houses.

* * *

Massachusetts, Maine, New Hampshire
and Vermont unite in the Motion Picture
Theatre Owners of New England.

*■ * t-

First anniversary of the death of
Rudolph Valentino is observed in Holly-
wood.

* * *

Marcus Loew, one of industry’s pio-
neers and leaders, dies. Passing of noted
producer, distributor and exhibitor is
shock to industry.

* * *

Butterfield circuit in Michigan takes
over 16 Fitzpatrick & McElroy houses
in that state.

* * *

John W. Toone, treasurer of Educa-
tional, dies.

* * *

University of Southern California in-
augurates motion picture school.

* * *

Paramount is given 60 days in which
to comply with the Federad Trade Com-
mission decision.

* * *

Nicholas M. Schenck is elected presi-
dent of Loew’s, Inc., succeeding the late
Marcus Loew.

* * *

Clifford B. Hawley is elected presi-
dent of First National, succeeding John
J. McGuirk, who will devote all his time
to the Stanley Company.

* * *

Alliance is formed between Finkel-
stein & Ruben and Publix Theatres.

=K * *

Jacob B. Kalver of Leo Feist Com-
pany, and prominent in theatrical and
presentation fields, dies.

ijj ifc

October

Walter Hays, one of the original First
National franchise holders, dies.

George K. Spoor discards third dimen-
sion picture negative, taking a loss of
$150,000.

Motion pictues to teach surgery and
medicine are now a reality, Will H.
Hays announces.

* * H=

St. Louis box offices losses heavy as
tornedo hits nine theatres.

* * *

Exchange is bombed in Twin City
strike. A1 Steffes Theatre also bombed.
* * *

Showings of Dempsey-Tunney fight
films shows that federal law against in-
ter-state shipment of fight films is dead
letter.

* * *

Canon William Sheafe Chase, W. W.
Hodkinson and the American-Irish Vigi-
lance Committee attack Will H. Hays,
with complaints being filed before the
Federal Trade Commission.

* * *

S. Z. Poli’s 19 theatres in New Eng-
land are bought by Max Schoolman.

* * *

Famous six points are adopted by the
Trade Practice Conference sponsored
by the Federal Trade Commission. Dis-
tributors grant exhibitors redress in
rental agreement, but fail to abolish
block booking. New unifom contract to
be drawn.

^ ^ ^

Mark Fisher to take up Paul Ash’s
baton during the latter’s sojourn in
Europe.

* * *

The Stanley Company of America
shows a net income of $3,700,000 for the
first nine months of 1927.

^ ^ ^

Sam Warner, one of the four Warner
Brothers, dies in I. os Angeles.

* * *

Federal Judge in New York rules that
exhibitors may show fight films, provid-
ing the pictures are not received from
a common carrier.

* 4= *

Harlan T. Hall is elected president of
the Motion Picture Theatre Owners of
Michigan.

* * *

Robert E. Welsh is appointed personal
representative of Carl Laemmle. Nat
Rothstein takes charge of Universal’s
advertising department.

* * *

November

Paramount and M-G-M divorce short
feature selling from feature product. This
is the first reaction to the decisions
reached at the Trade Practice Confer-
ence.

* * *

Pathe product plays 11 theatres in the
Broadway area at one time.

* * 4=

John M. Stahl joins Tiffany as vice-
president and supervisor of production.

* * t-

Bandshow circuit for small towns is
launched by Edgar A. Benson, Chicago.

* * *

Eastern floods close scores of theatres
in New England.

* * *

State theatre at Hammond, Ind., a
million-dollar house, is wrecked by
bomb. Bomb wrecks theatre, kills man
in Detroit.

* * *

Paramount, First National and M-G-M
to dissolve Fanamet.

* * *

Sydney S. Cohen forms the Board of
Trade of the Motion Picture Industry.

4= * *

J. J. Harwood is re-elected president
of the Cleveland exhibitors’ association.
* * *

Exhibitors of Pennsylvania, Southern

New Jersey and Delaware protest against
producers entering the non-theatrical
field.

* * *

Dan Michalove resigns as general
manager of Universal Theatrical Enter-
prises.

% * Jji

Sol Lesser forms Principal Theatres
Corporation, with plans for a nation-
wide chain of houses.

* * *

W. Z. Spearman is elected president
of exhibitors’ association of Oklahoma.

* * *

Tec- Art Studios, Inspiration Pictures
and Edwin Carewe form new combina-
tion.

>|i sjc

“Beau Geste” wins Pnotoplay Maga-
zine medal for 1926.

* * *

United Artists separates all selling
from physical distribution.

% sfc jjj

Financiers set $150,000 as the maxi-
mum cost of progam pictures.

5fC Sji jjj

William M. James is re-elected presi-
dent of the Ohio exhibitors’ association.
* * *

UFA, German producing organiza-
tion, will invade the American field with
exchanges and key theatres.

* * *

Charles E. Williams is re-elected
president of the M. P. T. O. of Ne-
braska.

* t- *

December

Buster Keaton rejoins M-G-M.
h= * *

Blue law, censorship, and anti-block
booking are included in the epidemic of
hostile bills to be presented to congress.

N® 41

Kansas, Missouri, Nebraska, Western
Iowa, Oklahoma and Arkansas pledgo
cooperation with the Hays organiza-
tion.

* 4 *

Sale of six Saxe theatres to West
Coast is authorized by the company’s
stockholders.

* * *

Congressional committee votes to raise
the tax free admission to $1.

* ❖ *

Negotiations are now pending for a
deal between Wesco and Stanley which
will unite control over nearly 1,000 thea-
tres.

* * *

P. A. Powers sells minority interest
in F B O to President Joseph P. Ken-
nedy.

* * *

Thomas Meighan will make two pic-
tures for Caddo Productions for distribu-
tion by Paramount.

* * *

Hugo Riesenfeld leaves Universal to
join United Artists as director of thea-
tres.

* * *

A1 Litchman is elected president of
the Motion Picture Club of New York.

* * *

Jerome Beatty leaves Hay organiza-
tion to join First National as director
of publicity, advertising and exploita-
tion.

* * *

Stanley Company, First National and
British interests combine.

* * *

Keith-Albee and Orpheum circuit
combine.

* * *

William P. Gray, prominent New Eng-
land exhibitor, dies.

50

EXHIBITORS HERALD

December 24, 1927

Exhibitors Herald Production

Directory

A Valuable Resume of Production Activities

(J Through Herald’s Produc-
tion Directory entire motion
picture industry may keep
in constant touch with vital
subject of production.

This Production Directory
will be published weekly in
the Herald, with an ampli-
fied form appearing monthly
in The Studio.

[Number immediately following title denotes production number]

STORY DIRECTOR CHIEF BRAND STARTING

PLAYERS NAME DATE

Associated Studios

NO PRODUCTION

California Studio

“You Can’t Beat Chas. Hunt All Star Trem Carr Dec. 12

The Law” Production

STORY

DIRECTOR

CHIEF

PLAYERS

BRAND

NAME

STARTING

DATE

Metropolitan Studio

"The Yellow
Cameo”

Spencer

Bennett

Allene Ray

Patheserial

Dec. 8

“Speedy”

Ted Wilde

Harold Lloyd

Paramount

July 30

“Hell’s Angels”

’ Luther Reed

Ben Lyon

Greta Nissen
Louis Wolheim

Caddo Prod.

Nov. 7

“Valley Beyond Leo Maloney
the Law”

Leo Maloney

Leo Maloney
Production

Dec. 12

‘ Inside Prison
Walls’*

Ray Taylor

Sandow

F. J. McConnell
Productions

Dec. 13

Chadwick Studio

NO PRODUCTION

Christie Studio

‘Tillie’s Pune- Ed. Sutherland W. C. Fields Paramount
tured Romance” Chester Conklin Special

Louise Fazenda

Oct. 17

Metro-Goldwyn-Mayer Studio

“Circus Ed Sedgwick

Rookies” (349)

“Pullman Part- Sam Wood
ners” (348)

“The Smart Jack Conway

Set” (350)

“The Cossacks” George Hill
(343)

Karl Dane-
William K.
Arthur

Norma Shearer
Ralph Forbes
William Haines

Gilbert-Adoree

Nov. 29

Oct. 31
Nov. 12
Oct. 25

Columbia Studio

“My Wife’s Re- Geo. B. Seitz

Shirley Mason

Perfect 30

Dec. 2

lations (14)

Gaston Glass

Cecil B.

De Mille Studio

“Skyscraper”

Howard Higgin William Boyd

Pathe

Nov. 28

(3-24)

“Blonde for a

E. M. Hopper

Marie Prevost

Pathe

Nov. 14

Night” (3-36)
“His Contry”

William K.

Rudolph Schild-

Pathe

Dec. 5

(3-25)

Howard

kraut

Nov. 28

“Midnight Mad-

F. Harmon

Jacqueline

Pathe

ness” (3-35)

Weight

Logan

F B 0 Studio

“The Devil’s

Leo Meehan

Belle Bennett

Gold Bond

Nov. 28

Trademark”

(404)

Wm. V. Mong

“Skinner’s Big

Lynn Shores

Bryant

Gold Bond

Dec. 8

Idea” (16)

Washburn

“Law of Fear”
(407)

“Trail of

'Jerome Storm

“Ranger”

Western

Dec. 14

Wallace Fox

Bob Steele

Western

Dec. 1 1

Courage” (408)

“Valley of
Superstition
(409)

“Alex the

Robt. DeLacy

Tom Tyler

Western

Dec. 13

Dudley Murphy Skeets

Master Showman

Dec. 10

Great”

Gallagher

Special

First National Studio

“Do It Again”

Marshall Neilan Mary Astor

Nov. 23

Llovd Hughes

“The Mad

Jos. C. Boyle

Sally O’Neil

First National

Dec. 5

Hour”

Donald Reed

Alice White
Larry Kent

Fox Studio

“Lady Cris- Frank Borzage Janet Gaynor
tilinda” (8) Chas. Farrell

“Love Hungry” V. Hermann Lois Moran

(12)

“A Girl in Ev- Howard Hawks Walter Pigeon
ery Port” (6) Victor McLaglen

“Hello Siam” Gene Forde Tom Mix Western

(11)

“Sleet Wind"(9)Lambert Hillyer Dorothy Janis

Barry Norton

“Soft Living” James Tindling Madge Bellamy

(2)

Sept. 25
Dec. 12
Nov. 5
Nov. 21
Nov. 17
Nov. 11

Paramount Famous Lasky Corporation

“Red Hair”
(686)

Clarence

Badger

Clara Bow

Paramount

Dec. 12

“Feel My
Pulse” (687)

Gregory LaCava Bebe Daniels

Paramount

Nov. 25

“Abie’s Irish
Rose” (683)

Victor Fleming

Chas. Rogers
Jean Hersholt
Nancy Carroll

Paramount

Nov. 5

‘Honky-Tonk”

(672)

Victor

Schertzinger

Geo. Bancroft

Paramount

Nov. 26

Tec- Art Studio

‘We’re All A1 Rogell Ken Maynard

Americans”

“Bare Knees” Erie C. Kenton Virginia Lee
(6) Corbin

Forest Stanley
Johnny Walker

First National
Gotham

Nov. 24
Dec. 10

Tiffany-Stahl Studio

“Tragedy of

King Baggott

Patsy K. Miller Tiffany-Stahl

Nov. 30

Youth” (7)

Victor Varconi Production

Buster Collier

Universal Pictures Corporation

“Hoof Beats

Henry MacRay

Rex Thrill Series

Dec. 13

of Vengence”
“Home James”

Wm. Beaudine

Laura LaPlante Jewel

Nov. 30

(4833)

“Freedom of

George Melford

Lewis Stone Jewel

Nov. 27

the Press”

Marceline Day

(4827)

Malcolm

McGregor

“Fallen Angels”

Ed. Laemmla

Norman Kerry Jewel

Dec. 7

(4337)

Pauline Stark

“Has Anyone

Willy Wyler

Bdssie Love Jewel

Oct. 30

Here Seen
Kelly?”

“The Man Who Paul Leni

Mary Philbin Jewel

Oct. 1

Laughs”

Conrad Veidt

(4535)

United

Artists Studio

“Tempest”

S. Tourjanski

John Barrymore John Barrymore

Oct. 15

Prod.

Warner

Brothers Studio

“Tenderloin”

Michael Curtiz

Dolores Costello

Conrad Nagel

Nov. 23

Ross Lederman

Rin-Tin-Tin

Nov. 28

“Rinty of the

Carroll Nye

Desert”

Audry Ferris

December 24, 1927

EXHIBITORS HERALD

51

This Department Wishes You
A Merry Christmas
and

A Happy New Year

Short, concise and all-embrac-
ing is the world-old greeting of
the season, and expansion into
elaborate and intricate expres-
sions seems only to weaken the
forcefulness of its meaning.

How many times is it not true
that a subject ideally suited for
a successful Short Feature has
been stretched out into a mean-
ingless six or seven-reel pro-
duction !

Max Alexander Named
Eastern Executive of
Stern Film Corporation

NEW YORK, Dec. 20. — One of the
youngest executives in the industry is Max
Alexander, newly appointed Eastern repre-
sentative and as-
sistant to Presi-
dent Julius Stern
of Stern Brothers.

Alexander has
spent four years
in the studio and
is well grounded in
the production
phase of the busi-
ness.

The new East-
ern representative
started as a prop
boy. He rose to
casting director
and became tech-
nical supervisor
preliminary to his appointment to the new
position. Alexander brings to the new post
a combination of experience that will stand
him in good stead.

Old Newsreel War Shots Used
As Prologue for War Picture

New use for the newsreel — and old reels, at that — has been developed by
Manager Roy McAmis of the Princess theatre at Sayer, Okla. This time the
novelty is application of war scenes from newsreels long since out of circula-
tion as a sort of prologue to the showing of a long feature. In this case the
latter was M-G-M’s “The Big Parade,” and an M-G-M exploiter assisted in
the project.

The McAmis novelty goes hand in
hand with that of the Garrick theatre at
Fond du Lac, Wis., reported in full in
this department last week, as examples
of successful ingenuity in employment
of newsreels. It will be recalled that the
Garrick, of which W. L. Ainsworth is
head, used the newsreel between acts of
stage plays.

Buys 500 Feet of Old Scenes

For the achievement at the Princess
theatre, McAmis arranged with a news-
reel company to provide him with 500
feet of war scenes taken from the best
of their old weeklies. Beginning with
the main title, “Lest We Forget — ,” these
scenes of war, put on before the feature,
were a splendidly conceived introduction
to the film of the Great War.

The Princess theatre has no orchestra,
so McAmis arranged with a local music
dealer for the use of a Brunswick Pana-
trope with a loud speaker, playing “My
Dream of the Big Parade,” and other
fitting musical subjects. At the close of
the musical program on the gramaphone
a bugler blew Assembly, and the organ-
ist, taking his cue from this, began play-
ing the musical score. Special efforts to
simulate gun fire and the crash of shells
were devised. The stage itself wore a
military aspect. Two pup tents were
arranged at either side, and an interior
backdrop gave the effect of a landscape.

Manager McAmis went in heavily for
outdoor billing. He used 60 one-sheets,
20 three-sheets, 5 six-sheets, 200 window
cards, two sets of photos, two slides, one
large banner, 2,000 regular heralds and
3,000 heralds supplied through a national
tieup with the Blatz chewing gum com-

pany. He also used a newspaper teaser
campaign in his advertising.

The lobby display was effectively han-
dled. War trophies were borrowed from the
collection of the local American Legion, and
guns, banners, helmets and other paraphen-
alia of war were placed about the lobby.
The front of the theatre was decorated with
a sand bag parapet, and across the lobby
a trench was built with walls of sand-
bags. Machine guns, rifles and helmets
were placed in this trench. As a finish-
ing touch the banner was stretched across
the marquise, and an electrically lighted
twenty-four sheet was set above it.

Chaplin Two-Reelers

Reissued by Columbia

Columbia pictures has acquired for dis-
tribution in Chicago, Minneapolis, Wash-
ington, Des Moines, Omaha, San Francisco,
Portland, Butte, Seattle and Los Angeles
twelve of the two-reel comedies that Char-
lie Chaplin made for Mutual years ago.

The twelve are “The Immigrant,” “Be-
hind the Screen,” “The Pawnshop,” “The
Floorwalker,” “Easy Street,” “The Cure,”
“The Count,” “The Adventurer,” “The
Fireman,” “The Vagabond,” “The Rink”
and “One A. M.”

Columbia Aids Pittsburgh
in Safe Driving Campaign

Columbia’s Pittsburgh exchange is han-
dling the distribution throughout western
Pennsylvania of the Pittsburgh Press’ two-
reeler known as the “Golden Rule Safe
Driving.”

Pictures of Siamese and Chinese life have been made by the score by Donald C. Thompson, war correspondent and pho-
tographer who just has been signed by Kino grams to take charge of the newsreel work in the Orient. On the left are shown
the armed guards protecting caravans on the way to Peking from bandits. Middle: Another type of guards — images — watches
over the temples of Siam. Right: Mrs. Thompson gets her letter from the fortune teller. Educational believes the acquisi-
tion of Thompson by Kinograms is a ten-strike

52

EXHIBITORS HERALD

December 24, 1927

By Their Product You Should Know Them

H. D. Buckley

D. Leduc

Leo Blank

W. J. Gammer

J. L. Merrick

S. A. Chalu

Carnmer Began
With Goldwyn;
Served in War

W J. CAMMER, manager of the Ok-
• lahoma City branch of Educa-
tional, entered the picture business as
traveling auditor for the Goldwyn Pic-
tures Corporation, working out of the
home office in New York. He decided
on a career in the film trade after re-
turning from France, where he had
served through the principal battles of
the world war. Carnmer had gone over-
seas with the first unit to land in Italy,
after training at Plattsburg, N. Y.

After two years as. auditor, he went
to Oklahoma City as a salesman for
Goldwyn, later joining United Artists in
St. Louis. He resigned from this com-
pany to go into business for himself, but
abandoned the idea after six months, to
go with Fox.

Born in New Rochelle, N. Y., Carnmer
received his primary and high school ed-
ucation in Boston. He attended Boston
University and Northeastern College.

Carnmer is adept at football, baseball
and bowling, but baseball is his real
hobby.

Leo Blank Quit
Optometry For
Selling Films

T EO BLANK, manager of the Omaha
branch of Educational, started out
to be an optician but was “sold” so
thoroughly on learning the film business
that he became a salesman for First Na-
tional in 1923. He served in this capac-
ity both in Omaha and Des Moines. He
was in Omaha when he was appointed
branch manager for Educational in Oc-
tober, 1926.

Blank was born in Mondovi, Wis., but
moved to Sioux City, Iowa, while a
youth. He attended school in that city
and was graduated from the Sioux City
high school. He won a diploma .from
the Illinois College of Optometry in Chi-
cago with a degree of doctor of optics.
He practiced optometry for a few years
before entering the motion picture in-
dustry.

Blank’s favorite sports are horseback
riding and swimming.

Maurice Joseph
and Leduc of 4 U 9
Long in Industry

TWO Universal branch managers who
A have had considerable experience in the
business are Maurice Joseph at New York
and D. Leduc at
Montreal.

Maurice Joseph
has been connected
with the Carl
Laemmle organi-
zation for twelve
years. For six
months he was a
salesman in the
New York Office.

The remainder of
the period he has
been manager at
Springfield, New
Haven, New York.

Leduc has held
the managership at
Montreal ever since March, 1920. He start-
ed with General Film in February, 1912, as
reviser, worked through the poster shipping
and booking departments and was on the
road for the company when he left in 1918
to go with Universal as a salesman.

Mitchell Assists
Universal Western
Director of Sales

T~A S. Mitchell, who now has left the
■ rank of Universal branch manager
at Los Angeles, to become assistant sales
director of the
Western division,
first connected
with Universal in
1914 in the position
of assistant ship-
per.

After a period
of one year, he
was promoted to
the booking de-
partment, spending
two years as chief
booker. Then he
was given the posi-
tion o f Arizona
salesman. This po-
sition he held for
one year, when he severed his connection
with Universal, and spent three and a half
years in selling for other organizations.

Sidney A. Chalu
Of Educational
Had B & K Post

OIDNEY A. CHALU, manager of Ed-
ucational’s Winnipeg branch has
been only a year or two with Educa-
tional but has spent about six years in
the motion picture business. He was
three years with Balaban & Katz, Chi-
cago, being assistant to Barney Balaban
during the construction period. He was
two years with Fox in Montreal as sales-
man and assistant branch manager.

Chalu has an enviable war record. He
served three years overseas, was
wounded twice and won the rank of
major and four medals. He was in the
infantry, field artillery and Royal Flying
Corps. He is a graduate of Trinity col-
lege, Dublin, and took a post graduate
course at McGill college, Montreal.

Buckley Gave Up
Dry Goods Trade
To Sell Pictures

TLT D. BUCKLEY, manager of Educa-
tional’s St. John branch, left the
dry goods business to become a sales-
man for Vitagraph, covering the Mari-
time Provinces and Newfoundland. He
entered the wholesale dry goods busi-
ness with a high school education and
left that trade after six years, in which
he filled every position from a shipping
clerk to a salesman on the road. After
two years with Vitagraph, he was made
branch manager of their Montreal office.

Merrick Started
As Exhibitor But
Turned to Sales

JL. MERRICK, manager of the Los
* Angeles branch of Educational, be-
came acquainted with the motion pic-
ture industry as an exhibitor in Missoula,
Mont. Then he went with the sales or-
ganization of General Film Corporation.

Joining Universal, he became West
Coast representative of that company.

He handled the Seattle and Los An-
geles business for Mutual next, and then
he became salesmanager for Robertson-
Cole.

D. S. Mitchell

ffltvxp Cfjrtetmas; to tf)e $rofes&ton

Stage Presentation Helps B. O.

Mr. Manager
Watch Your
Organ Solos

Type of Music Played Puts
Your Theatre in Same
Class

Are you getting justice out of
your organ? And are you really
getting the value from the invest-
ment of the instrument in your
theatre? These seem to be two
very important questions asked
time and time again by many man-
agers and other members of the
theatrical profession. In this ar-
ticle, we may be a little too stern
about the situation and although
we are merely interested in the
matter from the standpoint of ex-
hibitor service and public educa-
tion we feel that no personal of-
fense and exception should be
taken in this statement.

Several years ago motion picture theatres
depended on their music mostly from a
piano player or a mechanical organ but
today with all the beautiful deluxe thea-
tres costing millions of dollars all over the
country they are being equipped with the
best organs manufactured ranging from a
cost of $10,000 to over $100,000. Now
with this much investment in your theatre
a great deal of responsibility for the suc-
cess of your business and the education of
your audiences lies solely in the hands of
your organist. By this we mean, that by
the type of organ music and solo stunts
offered in your theatre you can judge the
class of people attending your house.
Think Before Choosing
In those days a player did not necessarily
mean a finished musician but in this day
and age with all the modern mechanical
devices from which music is procured into
the homes, it is very necessary for you to
be more than careful in selecting a man or
woman to preside at your organ. Again we
say that by the type of music offered in
your theatre, be it either organ or orchestra
you create that sort of atmosphere which
may be classed either as rough-necks or
people of intelligence who can and will
appreciate good entertainment when it is
presented to them. It is true that to a
certain extent community singing is a
.(Continued, on page. 54)

Above is a likeness of AL SHORT,
otherwise known as Albert E. Short, one
of the most popular and famous musical
directors in the country — A1 made his first
big hit in Chicago while conducting at the
Tivoli, Capitol and other deluxe picture
houses — now he is leading bandshows for
Publix. — After the holidays A1 has some
“good news” to spread, so watch this
sheet.

McDermott Is Daddy

Louie L. McDermott, producer of the Paul Ash
stage presentations at the Oriental, Chicago, is
the proud daddy of a daughter who made her
debut December 13th.

A year ago McDermott married Maurene Mar-
silles, a presentation artist, who met McDermott
on the stage of the Oriental during one of her
engagements there. McDermott has been pro-
ducer of the Paul Ash shows for the last two and
a half years.

Paul Returns at
Oriental Dec. 23

ram uic and origi-

nator of the bandshow policy, returns to
America and to his favorite city, Chicago,
December 23rd. Mr. Ash has been enjoy-
ing a seven weeks’ trip throughout Eu-
rope, where he has been scouting for new
talent and ideas to present at the Oriental
Chicago, in his future stage-shows.

On the eve of his arrival, Balaban &
Katz are giving a midnight performance at
the Oriental for the benefit of the Herald
and Examiner Christmas Basket fund, for
which tickets are being sold at $3 and
$3 a seat.

The $5 seats have been reserved by
music publishers and their representatives
to show their respect and esteem to the
man who has made stagehand presenta-
tion a national institution.

Rocco Voeca, in charge of the Leo Feist
Chicago offices, heads the committee of
music publishers who will greet Paul back
to Chicago.

Deluxe Houses
Find Policy
Pays Well

Presentation Employs Over 5,000
People Costing a Million
Weekly

By A. RAYMOND GALLO

In spite of the continued rumors
that presentation and stage band-
show costs are going to be trimmed
and that the deluxe motion picture
theatre offering this policy is a
dertiment to show business, we
wish to state that in the last three
years this new form of entertain-
ment has practically revolutionized
the picture theatres. By this we
mean, that only the very few high-
class theatres who offered first-run
films with some sort of added at-
traction be it musical accompani-
ment or otherwise, were really do-
ing business worthy of the over-
head incurred for booking first-run
pictures.

With the .constant flow of mediocre pro-
gram pictures and not enough of the super-
special features, super in this respect that
they will draw a crowd on its own merit,
it was necessary for the brains of show
business and picture house entertainment
is show business, to develop and present
to the public some other form of entertain-
ment that was novel and yet interesting
enough to meet everybody’s pocketbook.
We do not claim to place the glory for the
origination of presentation on any particu-
lar individual or firm but we do know and
it is our business in this field to find out
that Chicago is really responsible for the
launching of the present day stage band-
show which in another sense of the word
might be called presentation.

Vaudeville Is Similar
Although stage presentation for picture
houses is not a new thing, up to about three
years ago, it was more or less looked upon
as merely a stage prologue to a certain
motion picture. However, today presenta-
tion means that regardless of what picture
may be playing at your theatre you can
have some form of entertainment take place
on the stage either in front of a band if
you have one on the stage, or in the form
of vaudeville, and the only difference is

54

EXHIBITORS HERALD

December 24, 1927

that you are playing specialty acts with a
policy of feature picture and short subjects.
Vaudeville as a rule was known as the two-
aday house where performers would appear
once a day and once a night with no form
of film presentation in -between the acts -but
now evert straight vaudeville theatres have
decided to run motion pictures on their
program. Some run features while others
only run short subjects, but nevertheless
they run films, and for this reason, they
are not any longer vaudeville theatres, but
presentation houses.

Watch Your Policy

Because Paul Ash came to Chicago three
years ago and started this bandshow policy
going it does not necessarily mean that
every Tom, Dick and Harry has to follow
suit or even try to imitate the original.
It is true that Mr. Ash instigated this
policy but it is up to you as a theatre man-
ager and as the operator of your house
upon whose responsibility lies the success
and failure of your business to give your
audience the type of entertainment that they
desire. Be it stage bandshows, presenta-
tions in the form of prologues or just
straight specialty acts in between the films.
You, alone are the one to decide the type
of policy if you know just what your com-
munity likes.

At any rate we note after a careful in-
vestigation there are over two thousand
motion picture theatres in the country run-
ning presentation which employs over 5,000
people and they include musicians and ballets
at a reported salary of over $1,000,000 per
week. From authentic information we also
learn that over 2,000 specialty acts and
names in the amusement field are now
playing picture houses and those that were
unable to play a full season in vaudeville
are now playing from 30 to 52 weeks a
year booked solid and not from week to
week.

Our suggestion to you is not to make the
sad mistake that many exhibitors have
made and are making to this day and that
is to try to follow the other fellow’s stunt
when you know that your audience and your
appropriation will not be able to keep up
the pace. Too much of one class of enter-
tainment really spoils your business besides
the confidence of your people, and in fact
makes the industry in general suffer.
Therefore, give your audience a variety of
entertainment.

ORGAN MUSIC

( Continued from page S3)

menace to the deluxe picture houses but
before condemning this feature first analyze
your community and find out for yourself
if your audience really demands that type
of amusement. You know it is useless to
put fertilizer into the wrong soil and the
same thing applies to your entertainment
program. However, if you think that you
have a mixed audience and both classical
and popular organ stunts can be given and
appreciated then by all means, see that they
get it.

Watch Your Policy

It is also true that today there are many
organists playing picture houses who highly
endorse community singing that makes
them a disgrace to the profession. A good
organist is just as essential as any other
part of equipment in your theatre to let
the amusement program function smoothly
and you should exercise careful judgment
before making the final step in selecting
one.

Deitrich Replaces Fisher

Roy Deitrich, for several years one of the most
popular presentation singers in the middle-west,
has been appointed to replace Buddy Fisher as
stage band leader at the Avalon, Chicago. Ac-
cording to reports, Fisher, who opened the new
-house a few months ago, has not been satisfac-
tory, and this change was decided by the Cooney
Brothers. Due to the large following created by
Deitrich, while with Balaban and Katz, his en-
gagement at the Avalon is looked upon to be
successful.

Artists Help Hospital

The Illinois Masonic Hospital staged a Mardi-
Gras ball and entertainment at the Coliseum,
Chicago, December 15-16-17th. The object of thi6
entertainment was to raise funds to lift a mort-
gage on their hospital, and many prizes were
given away with tickets. One being a Chrysler
Sedan, and others, ten free trips to the Gulf of
Mexico.

Among the contributing artists on the bill were
Holbrook Blinn, stage and screen star, Lee Bar-
ton Evans, musical comedy and presentation
artist, and A1 Belasco, master of ceremonies and
band leader.

Russell Markert Signs
with Jones and Green

Russell E. Markert, dancing master of the
famous Markert American Rockets, who recently
closed a long run at the Roxy, has been signed
by Jones and Green to stage the ballet which
appeared at the Roxy, as a feature number of
their new musical show called "Rain or Shine,”
which features Joe Cook, in his first appearance
on Broadway after the first of the year.

Russell Markert and his girls first won recogni-
tion in St. Louis, and then created a following in
Chicago, after which his dance routines became a
sensation on Broadway, which has acclaimed his
girls as the best dancing troup on the stage.

Riesenfeld Directs New
Chicago House

United Artists Corporation announce the open-
ing of their United Artists theatre, Chicago, De-
cember 25th.

The United Artists theatre is the remodeled
structure of the old Apollo, located at Randolph
& Dearborn, which for years has housed the
Shuberts and other musical productions.

At the opening the world premiere of Norma
Talmadge’s new picture, “The Dove,” will take
place. Hugo Riesenfeld, famous musical director,
will personally supervise and manage the theatre,
in addition to directing the symphony orchestra.
The policy will be first-run premiere showings of
super-specials, supported by symphony specialties.

Fisher Returns to L. & T.

Mark Fisher, one of the mo6t popular stage
band leaders in Chicago, now carrying on the
duties of Paul Ash at the Oriental theatre, re-
turns to the Senate and Harding theatres, Chi-
cago, with hie own orchestra again.

Mark, who at one time was a member of the
Oriole orchestra, famous for its musical selec-
tions at the Edgewater Beach Hotel, Chicago, has
created a large following through his golden
voice and pleasing personality. At present Mark
is studying voice under the direction of Madame
Lustgarten, with a view to preparing himself for
roles in musical comedies.

Art Kahn Goes East

It is reported that Art Kahn, formerly stage
bandshow leader for Lubliner and Trinz rotating
at the Senate and Harding theatres, Chicago, is
to open at the Mark-Strand Brooklyn in a simi-
lar capacity after the first of the year.

Art, who is practically a Chicago man, 6pent
over eight years with the Lubliner and Trinz firm
and is one of the first leaders to install the Paul
Ash policy when it started three years ago. Be-
cause of the popularity Art has created by his
musical compositions and recording numbers it
i6 presumed his opening will be a very big suc-
cess.

James Petrillo Re-elected

James C. Petrillo, president of the Chicago
Federation of Musicians, was re-elected to the
office at a recent meeting, again winning the post
with no one running against him. Petrillo, who
is very popular in Chicago among music men and
the theatrical professions, has served the organi-
zation faithfully for many years and can be
credited with having built up one of the strongest
organizations in the country.

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Kindest Thoughts and Best Wishes for
A Merry Christmas and a Happy New Year

VERNE BUCK

“The Prince o* Pep 9

Directing Stage Bandshows at
Ascher’s Sheridan Theatre, Chicago

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December 24, 1927

EXHIBITORS HERALD

55

WSU& SliK SUB! SMB; SSKBS SKS! SSUB! SWS SSsJiB*. SMB! SMB! SMB! SStfiB! SMB! SUB! SMB! 9S»R SMB! a

RUSSELL E. MARKERT

Presents His

16 AMERICAN ROCKETS

Acclaimed America’s Greatest
Dancing Troupe

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Just completed EIGHT SOLID WEEKS as
the OUTSTANDING FEATURE of
ROXY’S STAGE PRESENTATIONS at

the

ROXY THEATRE, NEW YORK

Signed up to feature in

JONES and GREEN’S

New Musical Comedy

“RAIN or SHINE”

Starring

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JOE COOK

P. S. — I wish to take this opportunity to
wish all my friends in the profession

56

EXHIBITORS HERALD

December 24, 1927

STAGE SHOWS

Chicago Chicago

Week Ending December 18

H. Leopold Spitalny conducted his pit orchestra
in some beautiful selections from the opera,
“Aida,” which was offered in concert style. This
was very well rendered and received a fine hand.
Robert Sumerhall, the trombonist, offered a line
solo. This was followed by an International
Newsreel, of “Lindy’s” arrival in Mexico City,
which brought loud applause.

This was followed by Henry B. Murtagh’s
organ solo (reported in the Organ Solo column).

The Publix Unit 6how, “Florida,” led by Jules
Buffano, opened to a pretty sunken garden scene
in Florida, as the Twelve Florida Beauties sang
the opening number called “Florida.” “Just a
Memory” was next played by the orchestra and
6ung pleasingly by one of the orchestra boys.

Billie Gerber, a little girl dressed as a boy,
again meets with favor for her singing and tap
dancing.

The Three Gierdorf Sisters, radio artists, next
offer popular numbers in harmonious style, and
were very well received.

The orchestra next plays a hot arrangement of
“Black Maria” which received a nice hand.

Elsie Elliott and Gattison Jones, follow with a
well routined fancy waltz, which earned them a
fine reception.

Chester Frederick, protege of Gus Edwards,
sings and dances very well and earns an encore.

An excedingly clever monologist, Bois Cooper,
sings, jokes and makes himself generally well-
liked by his humor.

Billie Gerber, next sings “Florida” as a pretty
scene is disclosed on the bridge. The Trio sing,
Elsie Elliot does a high-kicking dance, Frederick
does an acrobatic number, Gattison Jones, a buck
and wing and the Trio play brass instruments as
the bridge curtain rises, depicting a tinseled foun-
tain as the "Florida” girls pose.

Atlanta Howard

Week Ending December 16

For the first time since its inauguration of the
“New Idea” policy, the Howard theatre this
week presented a Publix unit, as previously shown
prior to the new policy, entitled “Orange Blos-
soms.” Settings and costumes were beautifully
and artistically designed. A chorus of six girls
and four show girls were good and donned up-to-
the-minute costumes.

The number opened with a Spanish garden
scene in which Dorothy Neville, soprano, and
Eugene Cibelli, tenor, rendered a duet. They re-
ceived a good hand.

A1 Short and his orchestra, with George Lee
Hamrick at the organ, gave three request numbers
which gathered the usual appreciative response.

Especially attractive was a butterfly 6cene. The
back drop curtain bore large painted variegated
colored butterfly creations, with one criticism ad-
versed to its beauty — that the colors clashed a
little. Otherwise, the whole 6cene proved popular.

Toots, the clown dancer, in a green checker-
board 6uit, assisted the show materially with his
clever antics. Dezso Retter, an acrobatic dancer,
gave a well liked stunt in wrestling with himself.
Individual.

Earl and Bell, songsters and guitar players,
went over well. Their songs were clever and
original.

The show on a whole moved too slowly, but the
individual performers gave worthy acts. A lack
of pep seemed evident, maybe, an “off day.”
Although the name bore “Orange Blossoms,” the
Spanish motif was struck throughout.

Lafayette (Ind.) Mars

Week Ending December 16

A negro orchestra is being exceptionally well
received. The orchestra is under the leadership
of “Jelly Roll” Morton and with a program of
blues and stomps is making a decided hit with
the students of Purdue University. There is real
artistry in the effects produced by the orchestra
and it shows a large degree of showmanship.
They have a peculiar rhythm and an originality
of interpretation that brings the organization to
the front. In the “Hallelujah” song the orchestra
depicts the revival hysteria of the negro camp
meeting.

Thanks! — The same to you, and
many of them.

THE GREATER DRUNKARD
DANCERS

JEAN HUBERT FRITZ

Now Touring
Publix Theatres
DIRECTION WM. MORRIS AGENCY

YULETIDE

GREETINGS

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§

After an Enjoyable Six Weeks Tour of Europe, I Will
Be Back in Chicago for Christmas, and Open at the

ORIENTAL THEATRE

Week of DECEMBER 26

a

Wishing You All a Merry Christmas and
a Very Happy and Prosperous New Year,
I Am Orientally Yours,

December 24, 1927

EXHIBITORS HERALD

57

Have You Ordered
Your Copy Yet?

Buy from Your Local

Music Store, 25 Per Copy

FfLMCMLOCK

For Clocking Motion Pictures

TIMING AND CUEING PAD
-for

Oiganists.Musical Directors,cti.
By RU JOLPH BERLINER

Villa Moret, Inc.

Publishers

Kress Bldg. San Francisco

Chicago Uptown

Week Ending December 18

The “Dancing Brides” stageshow at the Bala-
ban and Katz Uptown this week was just one
fast, pleasant surprise after another. The most
unusual feature of the program was the toe danc-
ing of Dick Barstow.

Opening: As the orchestra, led by Benny

Krueger, plays “I Love You” a large wedding
ring on which the bride and groom, Edith and
Dick Barstow, are seated, descends from the fly
gallery and the couple do a splendid ballet, and
soft shoe dance on their toes.

Benny Krueger and his band then play “O Look
at That Baby,” with a vocal refrain by Jackie
Heller.

Earl La Vera, accordion player, then gives
“Sam the Old Accordion Man,” and some fast
automobile chatter that he said “was quite a
shock, but you all absorbed it.” For encores
he played “Side by Side,” and “At Sundown.”
His foolishment with Benny was a scream and the
audience wanted more when he left.

Clay Sterns was dressed as the “parson,” but he
could dance like the devil, and he did.

Jackie Heller then sang very beautifully, “The
Song Is Ended.”

The Barstows then did a boob Charleston dance
and were forced to give an encore.

From the wings could be heard a high female
voice singing “O Sole Mio ;” a carpet was spread,
and Milo, the hobo, walked out! His whistling
imitations were excellent, the best being “Listen
to the Mockingbird.”

For the Finale the band played “We Two” as
the girls did a wedding cake review.

Indianapolis Circle

Week Ending December 16

Italy, the land of song and sunshine, contributes
three of her native sons to the presentation act
this week. The Tripoli trio, three native Italians,
offer an unusual singing and comedy act. The
members of the trio arc G. Pellonari, tenor; Luis
Orlando, barytone, and Sam Guariniello, accord-
ionist. During the Mississippi flood the trio was
a member of Mayor Thompson’s flood relief party,
playing in many states in benefit performances
for the flood sufferers. Their program is replete
with popular songs, comedy and Italian melodies.

Boston Metropolitan

Week Ending December 16

The stage production was Jack Partington’s
“Marchin’ On.” The overture played by the
Grand orchestra was selected from the “Barber
of Seville,” and attractively staged with Spanish
settings. Vocal selections were by Gladys St.
John, coloratura soprano, and Victor Toso, bari-
tone. Arthur Martel’s organ feature this week
was “A Tune Tonic.”

The 6tage band, under the direction of Gene
Rodemich, opened the program with a “Patrol
Miniature” consisting of selections from famous
marches.

Walter Craig and Lila Mann were next intro-
duced, and they rendered a tuneful interpreta-
tion of “The Two of Us,” assisted by the Paul
Oscard Metropolitan Girls, who danced some
snappy steps. Their farmerette costumes, con-
sisting of blue satin overalls, white silk shirts and
big straw hats, together with their dancing team-
work made a big hit.

Next, direct from London, came the Lomas
Family, including the horse. The so-called horse
was nothing more nor less than two other mem-
bers of the famous family dressed up to represent
Barney Google’s Sparky. But they sure knew how
to put across a comedy act, and got three en-
cores.

After them the band played a jazz specialty,
“My Lovely Silhouette." Then Chief Eagle
Feather, the only full blooded Indian tap dancer,
tapped some steps for an admiring audience. His
white Indian suit and gay colored feathers were
most striking. Of course he got an encore.

Another appearance of one of the Met favorites
was in the person of Rudy Wiedoeft, the world’s
premier saxophonist. We always give him a
rousing welcome, and would like to see him more
often. He played that popular favorite, “Souve-
nir.” and also did some fancy work on the instru-
ment, ending up by making the sax laugh.

While he was playing, the scenery was changed
for the finale. The final curtain rose showing
the stage band in military costume standing on a
wide stairway. As they played, Paul Oscard’s
girls, dressed like drum majors, marched around
the stage, and lastly came some queer looking
characters, some with huge heads and horrible
masks, and each in gaudy costumes and walking
on stilts of different heights. These original
make-ups made an attractive finale.

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CHRISTMAS QREETINQS

AND

BEST WISHES FOR THE
NEW YEAR

CHARLES KALEY

“The Singing Director”

“ The Left Bower*

WAYNE ALLEN

Pianist and Arranger

“The Right Bower*

JULES K. STEIN

Pianist and Arranger

Alternating

MARKS BROS.,

GRANADA AND MARBRO THEATRES

CHICAGO

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58

EXHIBITORS HERALD

December 24, 1927

Chicago Nor shore

Week Ending December 17

“All Aboard for a Gorgeous Jazz Journey,” is
the label for A1 Kvale’s stage show this week.
The opening is more than clever. Motion pic-
tures of a train pulling out of a station, and
shots of a breath-taking train ride are thrown on
a scrim. Then the curtain rises and the band is
seen and heard playing “California Here I Come,”
which is where the jazz journey is supposed to
end, as the Norshore girls do a snappy routine.

The first act is one of the best tumbling clown
numbers this reporter has even seen. These two
performers know their contortions as few in the
business do. The act goes over great. This is
followed by a band number, “There’s One Little
Girl That Loves Me and One Little Girl That
Doesn’t.” Cloyd Johnson sings the chorus.

Then comes Edyth Griffith 6inging “I Can’t
Believe You’re in Love with Me,” and “I Told
Them All About You,” during which A1 pulls a
little comedy with her. This young lady has been
reviewed before, and her stuff is just as good as
ever.

The Norshore Girls follow with an exceptionally
good dance routine in stunning costumes. They
get a good hand. Bobby LaSalle follows with
some comedy songs and wisecracks. He sings the
first new Ford song this reporter has heard. It’s
to the tune of “My Blue Heaven,” is called “My
New Henry,” and is a knockout. Bobby gets a
fine hand.

Boyd Senter, the saxophone and clarinet spe-
cialist, follows with two numbers, for a good
hand.

The show ends with the Norshore Girls doing
another routine as the acts come out for the
Finale.

Milwaukee Wisconsin

Week Ending December 10

Something pleasingly different hits the Wis-
consin theatre stage this week in the form of the
Northwest Mounted in “Hitting the Trail.” The
setting is that of a rocky retreat somewhere in
Canada with the boys all in regulation Northwest
Mounted uniforms, while a full moon beams down
on the group.

The Northwest Mounted Sextette grouped near
a lighted cabin on one 6ide of the stage sing
“When Day Is Done,” while the Six Abbott

Dancers, in Indian garb, come down a walk from
the top of the cliff setting where they have been
outlined and go into an Indian dance as the
sextette finishes singing.

The band leader then makes his appearance on
a large white horse and the orchestra goes into
the strains of "Where Is My Meyer,” which is
augmented by both the leader and orchestra sing-
ing the selection in German, which goes over
with a bang in this town. (It couldn’t help but go
over.)

A bit of humor and accordion music mixed in
the person of Earl LeVere, who plays “Sam the
Old Accordion Man,” “Side by Side,” and “Sun-
down,” interspersed with good jokes, draws a big
hand.

The Six Abbott Dancers next oblige with a
clever dance in which each is dressed in abbrevi-
ated cowboy costumes. They work nicely together
and always draw good applause.

Joe Jackson with a bicycle and a bunch of
silent nonsense pleases the audience despite the
fact that he doesn’t do a great deal except act
foolish.

“Did You Mean It” is the next selection by
the orchestra with Billy Meyer as per usual sing-
ing the chorus and as per usual drawing heavy
applause.

George Dewey Washington with the golden
toned voice is back again this week, and despite
continual applause for an encore sings only two
songs, “The Song Is Ended,” and “Southland It’s
Calling Me Home.” Washington has a wonderful
voice and has been accorded great receptions at
both his appearances at the Wisconsin.

Pearson Bros, open with an introductory song
and then proceed to show the audience something
in the way of clever tap and clog dancing. The
two brothers are good and each dances a solo as
well as in unison. The piano player whom the
boys carry with them to accompany them is also
a hot number and teases the keys with “St. Louis
Blues” to perfection.

Billy Meyer makes his final appearance atop
the cliff setting singing with Doris Ellingson,
“Indian Love Call,” which is very beautifully
done, and then as the Six Abbott Dancers return
atop the upper stage in Indian costumes, Billy
Meyer and Miss Ellingson and the Northwest
Mounted Sextette join in singing “Rose Marie,”
accompanied by the orchestra. This presentation
is beyond a doubt one of the best within a num-
ber of weeks and credit should be given to Eddie
Weisfeldt for the beautiful staging of the act and
to Glen Welty for the musical arrangements.

“A MERRY CHRISTMAS and
A HAPPY NEW YEAR to
All My Friends”

AL MOREY

Directing Stage Band Shows for
PUBLIX NEW WORTH THEATRE
Fort Worth, Texas

Many Thanks, I Wish You
All the Same

1927

o o

o o

o o

o o

1928

ALBERT F. BROWN

Alternating at MARKS BROS.
MARBRO and GRANADA Theatres, Chicago

SEASON’S 9
GREETINGS 1

Just Completed a
Most Successful
Seven Weeks En-
gagement at B & K

ORIENTAL

THEATRE

CHICAGO

During which time
1 replaced

PAUL ASH

— o-

I also want to take this
opportunity to thank
PAUL for selecting me
from the long list of
famous Balaban & Katz
Band Leaders as his
successor for the

SEVEN WEEKS.
THANKS also to

louis McDermott

and

PAUL’S GANG

for their Cooperation.

-O-

Returnmg January 2nd

to SENATE and
HARDING Theatres,
Chicago (Publix)

December 24, 1927

EXHIBITORS HERALD

59

♦> $►

*> “I’m Telling the World” ^

! ED MEIKEL’S |

I ORGAN CLUB |

HARDING THEATRE, CHICAGO

«

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#

Merry Christmas and
Best Wishes for a
Successful and Happy
Nezv Year to
MARKS BROS.
CHARLES KALEY
AND BOYS
and All My Friends

MAXIM SOBLEWSKI

Pit Musical Director

World's Most Beautiful
Granada and Marbro
Theatres, Chicago

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Jfflerrp Christmas

And

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« To All My Friends

| Myrtle Gordon I

Direction

% Wm. Morris Agency

^ Personal Representative

f SAM BRAMSON

Chicago Lawndale

Milwaukee Venetian

Week Ending December 17

Although Sam Kaufman and “His Merry Mad
Musical Mob” are kept busy arranging and play-
ing three completely different programs each
week, they are doing fine work.

The first number on this week's bill was a
composition played by the orchestra called
“Sorry,” which brought a good hand.

Virginia Cooper, a girl who could really sing,
gave “It’s You,” and “Tomorrow” and received a
very appreciative response.

Gene and Jacqueline were next with some medi-
ocre fancy ballroom dancing. The male member
of this team did not seem to respond to the
music, but Jacqueline did her stuff in both tap
and soft shoe solos.

There is a tendency among some band leaders
, in Chicago to try to “put across” acts, by what
might be termed so-called “high-powered sales-
manship.” If an act cannot, or does not please
the audience, it is ridiculous for the band leader
to try to force applause.

"A brand new number, ‘Charmaine’,” was the
announcement given for the next selection by the
orchestra, which was very well rendered.

Lee and Scott followed with snappy footwork
and some horse play that was well liked.

It was plain to see that Kaufman’s piano solos,
one of which he gives at every performance, are
very popular. This time he played “Mighty Like
a Rose,” and for encores gave “The Doll Dance”
and “My Blue Heaven.”

The Finale was "Barbara,” a snappy melody
that ended a pleasing hour’s entertainment.

Kansas City Midland

Week Ending December 3

“Down on the Farm” with Harry Allen and his
Venetian Serenaders is this week’s offering at the
Venetian. The orchestra members, in overalls,
open the number with a medley of old time songs
including “Old MacDonald Had a Farm,” and a
number of others.

Ted and George, with banjo and accordion,
offer “Just Once Again,” which is followed by
Rose Marie singing the selection. The young lady
has a nice voice and she and the two boy6 please
the audience.

The orchestra next went into the rhythm of
“Venetian Dream,” the musical arrangement for
which was written by the piano and trumpet
player of the orchestra.

Baby Margie, a tiny tot, next makes a hit with
singing “Dew, Dewey Day,” “Show Me the Way
to Go Home” and “Rock-a-Bye Baby,” accom-
panying herself on a uke. The number goes over
big, and she is called back for a number of
encores.

The audiences at the Venetian seem to be
appreciative of good quartettes and this week the
Marquette University Four quartette makes a big
hit. They mix old time songs with popular songs
and sing among their selections, “When the
Morning Glories Wake Up in the Morning,”
“Down on the Farm,” “Miss Annabell Lee,”
“She’s Everybody Else’s Girl But Mine,” and “My
Little Girl You Know I Love You.”

Harry Allen does a bit of snappy fiddling, in-
cluding “Old Zip Coon,” as the grand finale.
Omar Smith offers at the organ “Selections From
Musical Comedies.”

Week Ending December 16

“Way Down South,” featuring Jack Sidney, was
the stage production at Loew’s Midland this week.
The week also marked the first week of Guest
Conductor Carbonara of the Midland Concert
Orchestra, who succeeded Dave Rubinoff. A medley
selection was played as the overture, while Arthur
Hays, guest organist, presented an organ solo
illustrated by slides.

“Way Down South” included in its cast Lewis
and Dody, singers and dancers ; the Midland
Rockets, who were dancers from the Marie Kelley
Dancing School of Kansas City ; Lamberti, the
Loomis Twins, Andy Rice, Jr., and the Midland-
ers Band, composed of members of the Midland
orchestra.

St. Louis Missouri

Week Ending December 16

Brooke Johns stage act for the week was en-
titled “Jazz Shopping” in which Ginger Rogers
baby talked, danced and did some singing, while
Arthur Nealy sang “June, the Moon and You” in
very pleasing style.

Johns also trotted out a rubber-legged dancer
who looked like an unfreckled edition of Wesley
Barry, a pair of Spanish steppers, a girl blues
singer and a girl freak dancer and also the Mis-
souri Ensemble in dance routine.

Leonid Leonardi played a medley on the piano
to the accompaniment of his orchestra.

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SUNSHINE SAMMY

Star of “OUR GANG” Comedies
in SONG and DANCE

Wishes all his friends in the profession and exhibi-
tors a Very Merry Christmas and a Happy
and Prosperous New Year.

BOOKINGS under direction of EZ KEOUGH, Woods Thea-
tre Bldg., CHICAGO.

60

EXHIBITORS HERALD

December 24, 1927

Chicago Harding

Week Ending December 18

Dorothy Johnson, juvenile singer and one of the
world’s youngest saxophone entertainers, and
Bayes and Speck, were the hits of this week’s pro-
gram at the Harding, entitled the “Jazz Grab
Bag.” Sammy Kahn led Mark Fisher’s band, and
the absence of his attempted funny stuff was very
gratifying.

The program opened with a parade of beautiful
girls, dressed in stunning costumes, who repre-
sented the beauties of France, Russia, Spain,
Turkey, Egypt, Holland, Japan and the United
States.

“Is She My Girl Friend?” by the orchestra, was
followed by a boob dance by the Janton Sisters,
who drew a big hand. In their next number
their silk costumes brought a gasp from the
ladies and an exclamation from the men. O,
yes, their tap was also good.

“Ladies and Gentlemen, I want to thank you
for your marvelous applause,” said little Dorothy
Johnson in a baby voice and manner that made
everyone in the audience happy, after she had
sung, “O Look at That Baby,” and had played
“You Don’t Like It, Not Much,” “At Dawning,”
and “Everywhere You Go,” on the saxophone.
This little lady is very attractive and is an artist
of no mean ability.

A novelty “stop and go” number by the Gould
Dancers evoked many laughs, but it wasn’t quite
so pleasant for the girls because it was unneces-
sarily long.

Bayes and Speck fooled around just natural-
like, and they certainly did “satisfy.”

While Sammy Kahn and a girl friend sang “My
Bungalow of Dreams,” the dancing girls, in blue
silk overalls, built a model house on the stage.

The lights were dimmed and Sammy and his
girl friend chinned on the doorstep while the
orchestra played “Home Sweet Home,” and the
girls played musical saws. Curtain.

Pittsburgh Penn

Week Ending December 17

The peer of all bands, Paul Whiteman, with
his orchestra, made their Pittsburgh debut in a
picture house and as the saying goes, “knocked
the town for a loop.** Never in local history has
an act been applauded so long and loud after
each number and at the closing as was heard
at every performance. Whiteman made one ap-
pearance here at the Syrian Mosque as a concert
star but he did not play to the class of people
(the masses) as he did this week.

Opening with “When Day Is Done” he followed
it with “Under the Moon” and “Dancing Tam-
bourine.” Then the immortal “Rhapsody in Blue.”

Wilbur Hall, trick violinist, also doing novelty
stuff on other instruments, gleaning comedy out
of all his work, cleaned up at this point.

Then Whiteman played a Chinese number, men
all dressed up and prologued in back of the
band. Following this the three boys who sing
jazz songs so well did their bit to the pleasure
of the audience.

The finale had Whiteman playing “Hallelujah”
and the men pulling a walk-out. He then directs
the pit orchestra in “1812” overture with his own
band coming in and making a strong finish with
scenic effects of the burning of Moscow. This
brought the house to its feet and the applause
lasted fully five minutes.

Feature was “Tea for Three” overture omitted
and Dick Liebert doing an organ solo completed
the show.

Minneapolis State

Week Ending December 16

“Out West” was the label for the State’s big
band show this week — not quite up to the stand-
ard of its three predecessors, but still good enter-
tainment.

Moss and Fry, negro entertainers, were featured

on the bill and they received a good hand, al-
though les6 patter and more 6ong6 would have
been appreciated. They were capable of some
very pleasing harmony which went over big with
the audience, but much of their rapid fire patter
could not be understood.

The new State revues are featuring the appear-
ance of the orchestra on the 6tage, this week, the
players being decked in cowboy attire. No
orchestra appears in the pit, the music for the
picture being left solely to the pipe organist.

The State ballet, which is being used each week,
is 6teadily improving and this week were very
attractive in their Indian Wild West and near-
totem pole creations. The State has gone to con-
siderable time and expense in staging their revues
and this week show a set of streams and moun-
tains that was very attractive.

Omaha Riviera

Week Ending December 15

Stageshows got the go-by for a week at the
Riviera while the theatregoers of the city were
shown how movies are made. In a tieup with a
local newspaper, 25 minutes of every performance
was given over to taking scenes for the Omaha
written story “Heart Thief,” the settings being
taken on the stage. The film was taken by the
Berkova Production Company. As part of the
exploitation for the stunt, two huge searchlights
swept the sky from in front of the theatre.

In addition to the movie taking, Jimmy Ellard,
stage master, and Frederick Schmitt, pit director,
put on "Musical Moments.” Ellard showed he
could put on grand opera by singing part of
“Pagliacci.” He also sang “My Bungalow of
Dreams.”

George Johnson at the organ had as his musical
stunt piece “Definitions.”

The feature film was “The Fair Co-Ed” with
Marion Davies.

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Solo Organist

MARQUETTE THEATRE, CHICAGO

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December 24, 1927

EXHIBITORS HERALD

61

Chicago Avalon Detroit Michigan Kansas City Mainstreet

Week Ending December 18

The Six American Balfords, super tumblers and
gymnasts, held the audience spell-bound with
their dangerous work, and were the biggest hit of
Buddy Fisher’s “Klown Kapers” at the Avalon
this week.

Each member of the orchestra was attired in a
silk black and white checkered clown suit. Their
first selection was “Tomorrow.”

The Ballet, who were next in a snappy review,
were also costumed in silk clown suits, but they
had as a color combination, red and white checks.
The color contrast between the two groups gave
a very stunning effect.

The Irwin Sisters were next, and they sang “O
How Wonderful” and danced to “A Russian
Lullaby.”

The “ensemble” followed with some calis-
thenics ; and they tumbled off, getting a big hand.

Frankie Hamilton, comedian, stopped the show
and was called for three encores. He sang and
talked “Ain’t that a Grand and Glorious Feel-
ing?” and his “struggle” with a stuttering song
brought down the house. For his last number he
imitated a three-year-old girl singing “Bye Bye
Blackbird.”

Buddy Fisher got a big laugh when he an-
nounced at this part of the program that "when
the Klu Klux Klan is a paying proposition the
Jewish boys will take it over,” but then hastily
added, “if there happen to be any members of
the Klu Klux Klan present, remember, this is all
in fun.”

Fisher played a very good clarinet solo in the
next number, the “St. Louis Blues,” which was
given a fine hand.

O Man ! What the Six American Balfords did
to that audience ! Here were six boys who were
not only expert acrobats, but they had “class”
and were also real showmen. Their tricks were,
or appeared to be so dangerous, that when it was
all over the audience breathed a sigh of relief,
and was sure it had enough for one evening.

The “Alabama Stomp” served as the Finale.

Week Ending December 16

Del Delbridge, the new band leader here, is
now entering his third week and is doing fine.
The show ran as follows:

Opening: A band arrangement of “Moonlit
Waters,” with a vocal chorus by Delbridge, was
given. This reporter remembers Del when he
made his first appearance in a deluxe house in
Chicago, and must say that one would never know
it was the same Del. His appearance is wonder-
ful, and his mastery of ceremonial direction is in
a style by itself.

The Kaufman Girls, probably a troupe brought
from New York, followed this number with a
routine to the Doll Dance, and with no reflection
on the girls, we are of the opinion that New
York ballet routines are not just what Detroit
audiences expect.

Jerome Mann, exploited as the youngest broad-
casting artist on the radio, appeared next with
a series of imitations of famous stage stars such
as Ted Lewis, Eddie Leonard and so forth.

He was followed by Carlos and Inez, a neat
ballroom team, who danced to a fine band ar-
rangement of “Charmaine.”

Immediately after this number Delbridge gave
a vocalization of “Way Back When,” with spe-
cial lyrics on “The Days of Beer and Other
Things.” One of the best parts of this was the
German brass band bit, worked in front of a drop,
with comedy slides showing the days of old.
Many comedy pranks were pulled, including the
Floridora Sextette, played by an all-men cast.

Dolores and Eddie followed in a bowery dance
routine, intermingled with eccentric steps. This
team was reported once before in these columns.

Irmanette, the dancing violinist with a cute
personality, presented a series of classic and
popular tunes, with eccentric steps.

Herman and Seman followed next with hokum
acrobatic stunts that brought forth many laughs.
The Finale assembled the entire cast on stage to
the band’s arrangement of “Dancing Tam-
bourines.”

Week Ending December 16

Walter Davison and His Louisville Loons, play-
ing their twenty-fifth week as the stage orchestral
attraction at the Mainstreet, were seen in black
and silver costumes this week, being featured, as
usual, in virtually all of the acts. Markell and
Faun had a diversified novelty number consisting
of music and vocal numbers. Frank Richardson
was seen in dialogue and vocal numbers, while the
Hudson Wonders had a clever act comprising a
versatile exhibition of gymnastic ability.

Frozini had a novelty act, including vocal num-
bers, as did Anna Chang.

The overture consisted of popular selections
played by Walter Davison and His Louisville
Loons.

Salt Lake City Capitol

Week Ending December 18

The specialty “Idea** offered at the Capitol by
Fanchon and Marco, proves to be a well balanced
gay, tuneful and sprightly presentation in which
two Internationally famed vaudeville teams are
featured. “The Dance Demons** is an act of
outstanding ability and Taylor and Lake, har-
mony team, are the stars. There are eight of the
Dance Demons equally divided between the sexes.
The repertoire ranges from old-fashioned dances
to modern and even more modem steps.

Taylor and Lake are two girl singers who
recently came from Chicago where they played
with Paul Ash and scored a remarkable success.
Their harmony is little short of perfect. Strik-
ingly different in appearance, one being a bru-
nette, the other a blonde, Taylor and Lake are
very much alike in the possession of voices that
blend perfectly.

Alberti and his band have arranged a group of
special numbers which add greatly to the success
of this stage presentation and which shows a
marked versatility.

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Yuletide Greetings

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OUR ORGANIST
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LOEW’S STATE Theatre, ST. LOUIS

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| “The Original Novelty Contest Man” f

I Wishes All EXHIBITORS A Merry Christmas and |
| A Prosperous New Year f

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May You All Enjoy a Merry Christmas
and a Happy New Year

BENNIE KRUEGER

Alternating at Balaban & Katz

UPTOWN and TIVOLI THEATRES

CHICAGO

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EXHIBITORS HERALD

December 24, 1927

62

St. Louis Ambassador

shows with the overture from Rossini •s “Wiigam
Tell.”

Chicago Granada

Week Ending December 18

Morrie Blumenthal, officiated in place of Bennie
Meroff this week (as Bennie is in New York) in
the “Joy Week” show, and made a good job of it.

The show opened to a snow storm as Madileen
Kileen, in a gorgeous costume, sings “Christmas
Bell6.” She was surrounded by eight large snow-
men who, after the 6ong, came to life and did
a cute routine.

Scrim then rises depicting the orchestra in a
Christmas setting of poinsettias, seated in front
of an enormous fireplace. Norman Shelby, acting
master of ceremonies introduces MoTrie Blumen-
thal as leader and explains Meroff’s absence.
Morrie then leads his band in a neat arrangement
of “Chloe.” Shelby then sings “A Night in
June” and earns a nice reception for his acro-
batic soft shoe dancing.

Hurt, Roy and Gentry, enter via the pit eleva-
tor, play the piano, and sing “Muddy Waters” in
modern harmony fashion. They then offer “Sand-
man,” in which they interpolate “Japanese Sand-
man,” then “Are You Happy” and “Walking on
Air,” all to a very fine reception.

Morrie Blumenthal next announces a concert
arrangement of Meroff’s latest song, “Lonely
Melody,” which was well played and well re-
ceived.

Constance and Norman Shelby then offer a
tango, which earned them an encore. Madileen
Kileen wins favor by her singing of “Did You
Mean It” (which she sings to Morrie), and for
her high-kicking dance.

The Three Browns, colored boys, earn a fine
reception for their good dancing.

Week Ending December 16

Ed Lowry’s “Shadowland” including the six-
teen Foster Girls, who offered a dance routine,
was the principal stage attraction of the week.

The Foster Girls did trapeze and ring exercises
as part of their turn.

Brutus and Cassius were burlesque balancers
and dancers that were well received.

Others who had prominent parts on the stage
were: Stella Powers, singer; Myrtle Gordon, who
warbled some baby blue songs ; Roy Rogers,
dancer; Ruth Alpert, piano player, and Lowry,
who sang “Mary Ann.”

Stuart Barrie at the organ played “The Crystal
Gazer” which he composed personally.

Brooklyn Strand

Week Ending December 16

The big eye anti ear presentation of Edward L.
Hyman’s program at the Brooklyn Mark Strand
the week “The Gorilla” was thrilling them on the
screen, was programmed as “The Jazz Carnival”
and offered a big array of talent with plenty of
music and dancing. It has been discovered that
the Brooklyn public likes these acts as well as
they do anywhere in the country and thus it is
good business judgment to give them plenty.

The Famed Mark Strand Orchestra of thirty-
five musicians started off each of the deluxe

Following the Mark Strand Topical Review
came “The Jazz Carnival” in full stage, the car-
nival effects being attained by varicolored stream-
ers, balloons and lanterns hung from the flies.
The back drop was llama cloth upon which were
thrown various lights as the act progressed. The
routine was as follows, with the whole incident
taking 20 minutes: the opening number was
“Annabelle Lee” by the Ensemble. Bridges flesh
pink floods and two violet floods from dome.
Kim in and Ross, made up as convicts, followed
with an eccentric dance. Stage black out, bridges
off, white spot on dancers from dome. Next came
Restivo, whistler and accordionist. Bridges deep
blue floods ; lemon spot from dome on artist ;
white at finish. The Mark Strand Dancing Girls
then came forward for a toe dance. Stage black
out again ; bridges and dome lemon floods, head
high. Then followed Charles Jolley, tenor, who
sang, “One Little Dream of Love.” Light blue
borders on stage, deep blue borders and light blue
box lamps ; amber spot on singer from the dome.
Veronica, toe dancer, was the next to the last
number, closing with the Ensemble on the stage.

Next came three violins from the orchestra who
stepped out to the apron of the big stage and
played Drdla’s “Souvenir,” as arranged by Willy
Stahl, conductor of the orchestra.

Just preceding the feature photoplay came the
atmospheric prologue which was done by Carlo
and Norman. The man of this team was in
gorilla costume and did a fantastic dance with his
female partner. Three minutes was used for
this with the opening title of “The Gorilla” fad-
ing right into the act.

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AL HARVEY

BAYES and SPECK

Late Features of

“THE SPIDER”

Now Playing BALABAN & KATZ and PUBLIX THEATRES.

Direction Sam Bramson William Morris Chicago Office

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Season s Greetings

DEL DELBRIDGE

and his

Michigan Syncopators

at the

NEW MICHIGAN THEATRE

DETROIT

ft

Jpoltbap Greetings

PAULZIMM

And His Orchestra

ft

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Alamo Theatre

CHICAGO

Now in Its Second
Year and Happy

ft

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The Same
to You
and Many
of Them

EDDIE HILL

The “IT” of
PRESENTATION

ft

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DAVID GOULD

LUBLINER & TRINZ
BALABAN & KATZ

Production Dept.
Chicago

UNIFORMS

FOR HOUSE
ATTACHES

COSTUMES

FOR STAGE
PRESENTATIONS

BROOKS

1437 B’wmy
N. Y. City

December 24, 1927

EXHIBITORS HERALD

63

Des Moines Capitol

Week Ending December 9

Interest at the Capitol this week centered around
the new master of ceremonies, Paul Spor, who
came from Houston, Texas, to demonstrate his
title, “Prince of Pep.” Des Moines was not quite
prepared for the quick moving young musician
with his bag of tricks who was now here, now
there, as he literally raced from one strategic
point fo another in the extremely individual direc-
tion of the band.

He was greeted warmly, however, by devotees
of the band style type of entertainment as soon
as they could accustom their eyes to following
the elusive gentleman. “Flyin’ High,” the stage
show, was attractively embellished with all sorts
of airplane accessories even to an imaginary plane
which floated down quite dangerously near the
players.

Mabel Barrett and ten spicy steppers put over
a nice bit of hoofing in an aviation drill. This
got a big hand. Jerry, the dancing accordionist,
was welcomed generously. Bernard and Henry
the female Van and Schenk, sang several groups
of popular songs and were recalled constantly
until they had, at least, partly satisfied the
hearers.

Joe Herbert sang popular songs and Erate and
Fisher made a big hit in a comic dance duo.
There was much spontaneous laughter as the
clever dancers did their stuff.

Herbert Lee Koch, played old favorites on the
organ. The audiences waxed enthusiastic even
over, “My Bonnie Lies Over the Ocean.”

“Romany Love,” a charming color film was
shown accompanied by an unusually well cued
musical setting. Jacques Blumberg, orchestra
leader, made the most of Victor Herbert’s Gypsy
Love Song.

Paramount News reel with Des Moines’s recent
big fire as part of the offering, finished the bill.

Chicago Oriental

Week Ending December 18

“The Land of Cotton” was the title given to
this week’s stage presentation, featuring Mark
Fisher and Paul Ash’s Gang. This is the sixth
week of Mark’s stay here and next week is his
farewell. Milton Charles, who replaced Henri
Keates, presides at the organ. The stage show,
which featured a cast headed by Heller & Riley,

| JJlerrp Christmas |

! CHARLES GREGORY I

“Hardware

Harmony”

Musical Novelty
That Is a
REAL
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Full of Comedy
Situations

-Direction EZ KEOUGH f

Presentation ^

^ Direction WM. MORRIS AGENCY |

Reason's: (greetings

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the

“Singing-Dancing#
Violinist”

STILL PLAYING

DeLuxe Picture
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Now Touring MARCUS LOEW CIR-
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Direction — Wm. Morris Agency

was not one of the best produced at this house.
In fact, it was one of the weakest shows ever
produced at the Oriental. In spite of the “Dixie”
idea the band numbers were almost all alike and
the usual punch in the talent was lacking. Here’s
what took place:

Opening: With a band arrangement of “Dixie-
land,” while Paul Small held the spot singing
“Swanee Shore,” with a medley of Southern tunes
to introduce the Abbott Girls, who gave a very
neat routine of soft-6hoe dancing. After this
Mark Fisher made his entrance and announced a
band arrangement of “I’m Coming, Virginia,”
which was intermingled by many brass specialties
by the boys, including soft harmony singing by
all.

The first artist on the bill after the opening
number was Sophie Tilden, a cute young lady
whom this reporter has remembered for some
time, especially the night of her debut in picture
houses, and must say that since then she has im-
proved immensely. She sang “What’ll You Do”
and “He’s My Boy Friend,” using Mark as a foil.
At this show the audience seemed to go big for
her and she was called for an encore. We be-
lieve with a little more polishing she’s another
Peggy Bernier in her individual way.

Hutchins & Holloway, two men harmonica
players, followed next with a series of popular
tunes in which they intermingled “Highways,”
“My Blue Heaven,” and "Kiss Me Again.” This
act has also been reported before.

Mark Fisher next led the band through an
arrangement of “Way Down South in Heaven,"
and after a verse and chorus, stepped up front
to sing the chorus. This number received a big
hand, as all numbers sung by Mark usually get
and he was compelled to give an encore. Paul
Small came on again, this time singing “Dixie
Stomp Shake the Blues Away,” which introduced

the Abbotts in a new dance, later followed by
Paul and one of the girls doing a ballroom exhibi-
tion of same.

Then the real treat of the bill followed in the
personage of Helene Heller, whose marvelous voice
and charming personality has won her into the
hearts of Chicago theatre-goers. Helene sang
“Cest Vous,” interpolating a medley of ballads
that displayed the richness and volume of her
voice. Of course, Helene won an encore and
many of them, and after her specialty a bancl
arrangement was interrupted by George Riley,
her partner, who presented his comedy-wise chat-
ter in the unique manner that Riley always pre-
sents his comedy. His gags may not be original,
but the snappy way they are said, coupled with
his neat dressing, makes him a very fine light
comedian for this type of theatre. As usual this
team stopped the show, which is not a very rare
thing for Heller and Riley to do on any bill.
This is one of their many return engagements at
this theatre, and it seems the more they return,
the more popular they get.

Only one type of entertainment could follow
this riot of comedy and song, and that was Billy
Rolls, a young chap with some eccentric steps,
who went into a sensational acrobatic routine,
which held the audience spell-bound. His hand-
balancing transformation to foot-balancing on the
backs of two chairs was very clever, as was his
splits on the chairs. This chap is a great bet for
picture houses, and especially so for 6tage pro-
duction.

Mark Fisher next announced the Christmas
show for the following week, after which he sang
Ruth Ettings’ new song, “When You’re With
Somebody Else,” doing it in fine style. A band
arrangement of “The Showboat” followed with
specialties.

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Reason’s (greetings

RAMON BERRY

Solo Organist
Second Successful Season

ALAMO THEATRE

CHICAGO |

64

EXHIBITORS HERALD

December 24, 1927

Chicago Sheridan

Week Ending December 18

Verne Buck calls his show this week “The Gay
Hussars/’ and the entire band is dressed in Hus-
sar guard costumes. The first number is Victor
Kaplan doing a song and dance act that goes over
for a good hand.

Hazel Davidson is next with a number of songs,
chief of which is “I Told Them All About You,”
which gets her good applause. This is followed
with the band playing “Blue Eyes,” with Buck
singing the lyric. It goes over fine.

Then come Bebe and TeElon, dancers, who
do a beautiful ballroom specialty dance. It is
novel and well 6taged. Thi6 act also does an
Argentine tango, but as this reporter saw the
dinner show it was cut out.

Ned Miller, the song writer, follows to sing
“Baby Your Mother,” and “What’ll You Do.” He
gets a good hand and has to take an encore.
Then comes a band number, “Did You Mean It
When You Said ‘I Love You’?” with Frank Wil-
son singing the chorus. The audience was not
satisfied until Frank gave two encores.

Healey and Clifford follow with some excep-
tionally good tap dancing, both solo and team.
The boys are fast and clever and get a big hand.

Forsythe and Kelly are next with their talk and
song act, and they succeed in getting a fair
amount of laughter with their comedy, and get a
good hand.

For the Finale the band plays “At Dawning”
and the acts come on the stage for the curtain.
Then the band plays a march by Sousa, as an
opening for Dress Parade, the feature picture.

Kansas City Capitol

Week Ending December 17

Bert Smith’s Revue Company presented
“Spooks,” a musical comedy drama, at the Capitol
this week. Vi Shaffer was seen in the leading
feminine role, rendering many vocal numbers.
Billy Van Allen played the male lead, also appear-
ing in vocal and dance numbers. “Chuck”
Hoback also was seen in dance and vocal numbers.

The Bert Smith Beauty Chorus frequented the
stage a generous part of the time. The book of
the production was founded upon a mystery play,
but the frequent entrance of musical and chorus
numbers kept the audiences in a humorous
channel.

The Capitolites, the theatre’s permanent orches-
tra, played a medley of song numbers used in the
production as an overture.

Chicago Lawndale

Week Ending November 26

Sam Kaufman and His Music Masters gave
“Puritan Days” this week, and contrary to the
title, the show was slick and fast.

The orchestra, dressed in Pilgrim clothes,
opened the performance playing a “doleful” rendi-

tion of “Broken Hearted,” and had progressed
only a few bars when Kaufman entered with a
sour face and remarked, “O, terrible! Try play-
ing that thing a little jazzier,” and when they
did, the audience responded immediately.

Mildred Bolyn came next, after a short review
by Keith’s Dancing Cuties, singing “Oh How
Wonderful,” cind another selection that was well
given.

Sherman and Wallace followed with chatter and
dancing that everyone laughed at. Miss Sherman
sang “At Dawning” and “Who Could be More
Wonderful Than You,” and was enthusiastically
received.

The Ballet came on then and after a pleasing
dance, was followed by the orchestra playing
“Land of the Sky Blue Water.”

Kelly and Staton, two colored boys, came next
and sure did do some hot footwork to the music of
“Just Once Agiain” and “At Sundown.” They
were loudly applauded.

Kaufman then played a piano solo of “When
You and I Were Young, Maggie.” This may be
an old tune, but it was nicely featured in a “dif-
ferent” way, and Kaufman was obliged to render-
two encores, the first being “My Blue Heaven”
and the second, “Broken Hearted,” also played
in a novel and pleasing manner.

“St. Louis Blues” was then played by the or-
chestra, and in the Finale the Dancing Cuties
donned Little Red Riding Hood capes and danced
in to “Hallelujiah !”

Turner Heads Largest
Agency West of N. Y.

According to Max Turner, resident manager of
the Chicago office of the William Morris Agency,
the firm has more than doubled its booking activi-
ties since a year ago this Christmas. The Chicago
office, which is incorporated with William Morris,
Jr., as its head, and Morris Silver, general book-
ing manager for Ralaban and Katz, as one of its
leading executives, has become established in the
minds of the exhibitors and picture house man-
agers as the leading booking office in the West.

Until a year ago Max Turner operated alone as
a picture house booker, until William Morris
appointed him as his Western Representative ; and
today, with the aid of Phil Tyrrell and Sam
B ramson his associates, who at one time were
among the larger independent picture bookers, he
has developed and established the largest and
most reliable theatre booking agency this side of
New York.

Most of the specialty acts now appearing over
Balaban and Katz, Lubliner and Trinz theatres as
well as the ones in Publix theatres throughout the
middle-West, are being booked and represented
through the Chicago office. Not counting the
many name acts from musical shows, the screen
and other branches of the amusement business,
there are over 300 standard acts on the books of
Max Turner which received picture house repre-
sentation exclusively through his office.

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: I

used for my Organ Presentation at the Million
Dollar State Theatre, “When Day Is Done” to a
very good success.

Thanking you for publishing this under the
Organ Solo Column of your valued paper, I re-
main, with many thanks and kindest wishes, very
truly yours. Mack Edwards, Solo Organist, State
Theatre, Johnstown, Pa.

PRESENTATION ACTS— To the Editor: I

called you last week and wanted you to catch my
solo at the Uptown. I am wondering if you
caught it? It was a cute stunt, and went big
for me when we had a crowd in the house. I
featured Milt Weils “Morning Glory” song and
had the organ banked with morning glories which
lighted up in Vari-Colored lights for the finish.
The effect was very beautiful. — Eddie Hanson,
Organist, Uptown and Tivoli, Chicago.

PRESENTATION ACTS — To the Editor: Every-
thing is going great, and we are having a won-
derful time. My wife is a gem and I’m enjoying
life to its fullest extent. We are extremely
happy. The show is a great show and I’m doing
far above expectations so what more can one ask
for. Well drop me a line and tell me all the
news — Eddie Hill, Touring Publix Circuit.

PRESENTATION ACTS— To the Editor: I am

planning to have an advertisement placed in “The
Exhibitors Herald,” similar to the one at the
bottom of the letter. Can you write me the
particulars which will include the cost? Hoping
to hear from you soon regarding this matter, I
am, Sincerely yours. — Johnny Winters, Colorado
theatre, Pueblo, Colo.

PRESENTATION ACTS— To the Editor: I re-
ceived your letter telling me of your magazine
and your presentation dept. I have already sub-
scribed, and would appreciate you telling your
mailing dept, of my change of address to take
place immediately. — A1 Morey, Worth theatre.
Fort Worth, Tex.

Dazians to Specialize in
De Luxe Draperies

Emil Friedlander, vice-president in charge of
Dazians, Inc., one of the largest manufacturers
of theatre draperies in the world, passed through
Chicago last week on his way to Los Angeles, to
enlarge an office there.

It was learned that this office will specialize in
making up draperies and curtains for deluxe pic-
ture houses throughout the West Coast. George
Gottlieb, manager of the Chicago office, reports
that many new styles and fabrics will soon be
manufactured by the firm, when it moves into its
new Chicago headquarters at 203 North Wabash
Avenue.

Merry Christmas

Jflerrp Christmas

FRED KINSLEY

Featured Organist

KEITH’S HIPPODROME, NEW YORK

(greetings to JUU jHp Jfrten&s

AL BELASCO

“The Dynamic Director ”
and His Novelty Syncopators

FEATURED IN

LUBLINER & TRINZ STAGE
PRESENTATIONS, Alternating
at HARDING and SENATE
THEATRES, CHICAGO

at

December 24, 1927

EXHIBITORS HERALD

65

Chicago Capitol

Week Ending December 18

The inimitible Tom Brown and the Six Brown
Brothers, and six vocalists who were called for
encores again and again, were the features of
this week’s hour and fifteen minute stage show at
the Capitol. This is the longest stage program
yet given there, and it was received with en-
thusiastic applause.

Opening: Orchestra playing “Here Comes that
Showboat,” followed by a number entitled the
“Dancing Tambourine” with the Eight Kurnolf
Minstrelettes doing a review.

Marty Fay, Clem Dacy, Lindsey Stavens, Fen-
ton McAvoy, Roy Dobson and Tom Faxton took
turns giving vocal solos, and were called for en-
cores repeatedly. Among the most popular selec-
tions were “I Told Them All About You,”
“Moonlit Waters,” “O How Wonderful,” “At
Dawning,” and “A Shady Tree.”

The Dean Brothers, eccentric and acrobatic
dancers, who never fail to please, were next,
doing their work to “Just Once Again.”

Padgette and Lubin, blackface comedians, then
did a tap and review to “March of the Wooden
Soldiers,” and Lubin sang “You Stay in Your
Own Back Yard,” a la A1 Jolson. These boys
had a few novelties up their sleeves and the audi-
ence surely liked them.

A concert arrangement of Paul Whiteman’s
“When Day Is Done,” received a big hand. There
were numerous solos in thi6 selection, and they
were handled very skillfully.

And as they played “Hail! Hail! the Gang’s All
Here” out marched Tom Brown and the Six
Brown Brothers. They gave “Highways Are
Happy Ways,” the introduction to "Poet and
Peasant,” “Side by Side,” “Dew Dewey Day” and
“There’s Something Nice About Everyone, But
There’s Everything Nice About You.” Their little
pantomime got across as good as ever, and they
gave three or four encores, included in the above
list.

For a Finale, a backdrop above, and at the rear
of the stage presented a Southern hut, in front
of which an old mammy sang to her baby “Love’s
Old Sweet Song.”

Observation: There is a tendency among some
band leaders in Chicago to try to “put over” acts,
by what might be termed so-called “high-powered
salesmanship.” If an act cannot, or does not
please the audience, it is ridiculous for the band
leader to try to force applause.

Chicago Marshall Square

Week Ending December 12

Although this house changes bills three times a
week, they offer some fine stage entertainment,
with Dean Stevenson as leader and Doc Webb at
the organ. One of the bills ran as follows:

Opening: With a band number of “The Girl Is
You,” played by Dean Stevenson and His Kings of
Syncopators.

Larry Swan followed with a vocal chorus of
“Shady Tree” and encored with “My Blue
Heaven.”

The McCune Sisters, reported many times be-
fore in these columns, appeared with a Creole
Stomp and sang “Some Day You’ll Say Okay.”

Dean Stevenson next sang “Oh! My Operation,”
a comedy number that offered him quite a bit of
opportunity to display some of hie talents. He
was compelled to take an encore in the form of
another comedy song called “Titina.”

Johnny Perkins, the fat joy-boy, closed the bill
with wise chatter and comedy songs, using “Two
Tongue Tessie,” and “After I’ve Called You
Sweetheart.”

I Baby Dorothy Johnson |

4 World’s Youngest Saxophonist f
% Extends Season’s Greetings %

! m

Now Stopping
Shows at
Balaban & Katz
and

Lubliner & Trinz
Deluxe Theatres

Direction
Wm. Morris
Agency

Johnstown State

Week Ending December 17

After the news events came “The Winning
Five” one of the “Collegians” Series. And then
followed the stage presentation, which for this
week held the Royal Welsh Girl Choir under the
directorship of Gertrude Gronow.

This Girl choir has only lately arrived in this
country from Great Britain, and is one of the
greatest organizations of choristers that has been
seen. Their harmony and rendition of vocal num-
bers is absolutely perfect, and the leadership of
Miss Gronow is in absolute control of this Choir
at all times.

Opening with the Welsh march song “The
Men of Harlech,” the ensemble rendered the well-
known ballad “Absent” to good applause.

Then Madame Growe, one of the soloists, sang
Arditi’s waltz song “II Baccio,” which the pa-
trons received very well. Then followed the
“Miserere” from II Trovatore, with the alto soloist
spotted in one of the boxes, and the soprano
soloist spotted with a baby spot on stage, with
the rest of the choir in back stage in the dark.

This number was accompanied by Mack Edwards
the house organist and received a big applause.
The presentation closed with a rendition of “Moon-
light and Roses,” also very well done.

This act should go well and effectively in the
big presentation theatres.

“The Garden of Allah,” featuring Alice Terry
closed a fine program.

St. Louis Loew’s State

Week Ending December 16

Ted Weems acted as master of ceremonies for
the stage show and got away with the job very
acceptably, judging from the applause that greeted
his efforts. He and his band were dressed in
clown costumes and played numbers together and
to the accompaniment of the dancing of Dolly
Kissner, the singing of Hagney and the gyrations
of Van, Tyson and Van.

Just before the showing of the feature film,
Mary Pickford in “My Best Girl,” the Weems
aggregation played “Let Me Call You Sweetheart”
while a trio sang the air.

For his overture Kirk Frederick arranged a
stage production “Sweetheart Days” in which
James Hagney, tenor, and Mrs. Karl Kimmel,
soprano, sang in duet, while the Muny Opera
Rockets danced.

Philadelphia Stanley

Week Ending December 17

This was University of Pennsylvania Week at
the Stanley and the program was dominated by
the collegiate atmosphere, with the Pennsylvania
colors, red and blue, in evidence in the decora-
tions. The outstanding feature was “The Last
Senior Sing,” by the Glee Club of 100 voices from
the University.

Even the overture was a symphonic arrange-

ment of “Hail, Pennsylvania,” composed by
Gabriel Hines, conductor of the Stanley Orchestra
and also a graduate of the class of 1912 of the
University, who appeared in collegiate dress.

The curtains parted showing College Hall, of
the University, familiar to nearly every one in
the audience, with two of the old students sitting
on the steps indulging in reminiscences, and with
the voices of the Glee Club heard faintly in the
distance. Then the boys, 100 of them in striped
blazers, trooped on to the stage and sang with
spirit “Song of Fellowship,” “The 100 Pipers,”
“Tom, Tom, the Piper’s Son,” “Bow Down,” and
“Fight on, Pennsylvania.”

The only non-collegiate number on the program
was Ada Kaufman’s Twelve Tinkle Tots, with
De Mayo and Moore, adagio exponents. In the
first number the twelve in brilliant vermilion
suits, gave a splendid exhibition of synchronized
dancing characterized by precision and accuracy.
In the second number De Mayo and Moore ap-
peared in white with blue lighting in a beautiful
and striking adagio dance to the strains of
Schubert’6 “Serenade.”

The Twinkle Tots then danced some more.
Their act showed excellent training but the re-
ception accorded them was not enthusiastic prob-
ably due to the fact that there was nothing new
or striking about it.

The feature was “The Fair Co-Ed.”

Chicago Stratford

Week Ending December 17

Ted Leary and the “Stratford Syncopators,”
who always look as if they have just stepped out
of the bandbox, had their usual success with this
week’s performance.

The stage was illuminated by beautiful red and
green Japanese lanterns, which were suspended
in front of a backdrop representing a lake.

Elinor Carier was first on the program singing
“Way Back When,” and gave as encores “Hello
Cutie” and “Nothin’ ” all of which were very well
liked.

Harry Fidler, a clever facial contortionist, gave
different characterizations that were interesting
and entertaining. His Chinese imitation and
song were excellent.

Stewart and Divine were next with a fancy
ballroom dance to “Kiss Me Again.” The girl
did a fast step with a jumping rope, and then
the fellow went into a rapid soft shoe turn. Their
last dance was a Scottish fling. These folks knew
their stuff, and received loud applause.

The Syncopators then gave “The Bugle Call”
and as usual the boys got a big hand individually
when they went into their solos.

The O Kay Trio were next with “My Blue
Heaven,” and an instrumental selection of “Sam
the Old Accordion Man.” Their one-man 6kit was
full of nonsense and brought many laughs.

Ted Leary then sang “So Tired” and gave as
an encore, a reading, “We Showfolk.”

Note: Roy Dietrich led the band very success-
fully this week, while Maurie Hillbloom was on
his vacation.

COSTUMES FOR RENT

PAUL ASH uses a set of PARAMOUNT Costumes each week at the ORIENTAL
Theatre, Chicago. We will Rent same outfits to OUT-OF-TOWN THEATRES

PARAMOUNT COSTUMERS

MRS. ALICE PIERCE,

Telephone State 3465 Manager Room 600, Loop End Bldg.

JT A V | f \ A MERRY XMAS and »

A HAPPY NEW YEAR 3

j&^SAYs t. Alii. g

PRESENTATION 3

PRESENTATION f

EDITOR I

£$

I®

$

&

I Sincerely Hope That the New Year Will Bring Prosperity
and Success to All.

A. RAYMOND GALLO

EXHIBITORS HERALD

E. T. DAWSON
W. S. RUSSELL

Associates

66

EXHIBITORS HERALD

December 24, 1927

! BENNY and WESTERN I

AND THEIR

WHISK-BROOM DANCE

Wish All a

Merry Christmas |*

7 #
and #

ft

A Happy New #
Year #

$

Direction ^
. #
Wm. Morris ^

Agency f

#

f

I

Misses f9ou ail tfje
Reason’s iJSest

Jfran rig
lUomar

Featured
Organist
of the
Orpheum
Circuit’s
Diversey
Theatre
Chicago

| MURRAY and ALAN I

I “Jesters of 3,000 Years Ago” I

# In Those Days a Merry Christmas $*

| Was Okay, |

| But No Chance for a Prosperous New Year %

| & Jlerrp Christmas anb & ffiappp i^cto f9ear to &ll

| JAKE HAMMOND !

4 Solo Organist \

JEFFERSON THEATRE

HUNTINGTON, IND.

May 1928 bring you all a large ROUTE at
double your present salary. What
more can we wish you?

BILL

NAT

MILLER & PETERSON

(Originators of the TAP-WALTZ)

Others IMITATE— But we ORIGINATE
our steps.

Formerly Features “La Maires Affairs”
Direction SIMON AGENCY

DON MIGUEL GALVAN

«

The Spanish Banjo Boy 99

Publix Newest Personality Leader Now Directing Stagehand
Shows at TEXAS THEATRE, San Antonio, Indefinitely

Wishes All His Friends a Merry Christmas and a Happy and Prosperous New Year.
Greetings also to Margaret Fetch, Ez Keough, William Morris, Sam Roberts, Mil-
ton Feld, my director, Bob Blair and J. J. Friedle.

Jack Greenberg has severed his connections
with the Mark Strand theatre here in New York.
As production manager, master musician, and
perfect gentleman, he has for six years been the
main-stay of the first big Broadway motion pic-
ture cathedral. . . . Balaban and Katz, please
notice.

* # *

The boys in New York have a brand new game.

I tried it the other night and didn’t make out so
well, but still, I’ll pass it on to you for what-
ever it’s worth. . . . Seven Band and Orchestra
men, from seven ditferent music publishers were
playing poker. Someone suggested to turn the
radio on, and for every tune that came over the
air, the publisher of said tune received two-bits
from every other man around the table. In other
words, everytime a Feist song was played. Bob
Miller collected ; every time a Sherman Clay tune
came over the ether, Bernie Pollack took the
“jack,” etc. (I might add that Frank Kelton,
representing T. B. Harms, only received credit for
his plug songs, and not his show tunes. . . .
He’d a walked away with the game otherwise.)
You music men out in Chicago might try this
some rainy night, only I warn you, don’t frame
the game beforehand. . . .

* * *

Con Conrad, song-writer, and one time partner
of mine, on a little song called, “Memory Lane,”
is today making quite a name for himself pro-
ducing acts. From latest reports I hear that he
has been commissioned to produce for the Stanley
Company.

* * #

There’s a little book on the market, written by
Abel Green of the “Variety” and published by
Jack Robbins, called “How to Write a Popular
Song” . . . Although the book has no bearing
whatsoever to the title, it’s a great little book
and darned worth while reading. Contained
therein is a great deal of knowledge pertaining
to the entire music business in general. . . . I’ve
read it. and I urge you to do likewise. You’ll
enjoy it.

* * *

From a consensus of opinion, the most popular
commercial radio hour, broadcasting from New
York every once a week is the Eveready Orchestra
under the direction of Nathaniel Shilkret, on
Tuesday nights.

* # *

Benny Meroff, Chicago’s dancing leader, made
a flying trip to New York last week on a mysteri-
ous errand. In view of the fact that the mystery
in regards to his errand leaked out somehow, I
might as well tell you about it. You see, we are
publishing, in fact, plugging a tune of Benny’s
called "Lonely Melody” and he was anxious to
know how it was coming along. . . . He went
back to Chicago much happier than he came.

* * *

Took a jump down to Philadelphia last Tuesday
and as usual it was raining. . . . Saw Ziegfeld’6
“Show Boat” and he certainly out Ziegfelded him-
self with this production. If the show ever comes
to your town, by all means go see it !

# * *

Came back from Philly with Fred Waring, who
left New York the following morning with Mrs.
Waring for a short sojourn in Bermuda. What
a plug this boy is ! ! One of the best in the coun-
try ! 1 No doubt about that, is there ?

* « *

I’ll bet it won’t be long before Remick’s “I Told
Them All About You” appears on that Lyon &
Healy list of Sid Berman’s. . , . Here in the
East it looks like a "natural.”

* * »

YOU KNOW I’m wishing you all a Merry
Christmas and a Happy New Year. ... To
prove it, you can all come up to my house for
dinner on Christmas. ... No foolin’.

December 24, 1927

EXHIBITORS HERALD

67

HOLDING UP
SENSATIONALLY

“My Blue Heaven” (Leo Feist).

NEXT BEST SELLERS

“Among My Souvenirs” (DeSylva-
Brown-H enderson) .

“Song Is Ended ” (Irving Berlin).

Charmaine ” (Sherman-Clay).

“Did You Mean It?” (Shapiro
Bernstein) .

“Desert Song’’ (Harms).

FOUR WALLS — (Irving- Berlin, Inc.) — Another
Me and My Shadow. A1 Jolson who started the
former song should have no trouble starting this
new one. By the way, “Jolson” certainly gave a
great performance in the “Jazz Singer,” his first
picture. How he sings “Eli Eli.” Billy Rose and
Dave Dreyer are his collaborators.

* # #

KISS BEFORE THE DAWN— (E. B. Marks
Music Co.) — This is the theme song of the dra-
matic novelty "The Spider,” which recently played
in Chicago. It’s a waltz by Ray Perkins.

* * *

OL’ MAN RIVER— (Harms, Inc.)— The hit song
of Ziegfeld’s production “The Show Boat,” now
playing in New York. Jerome Kern one of
America’s greatest musical comedy writers has
written the melody to the number and as usual
it’s marvelous. Oscar Hammerstein 2nd wrote the
lyrics.

* * #

IT’S IN THE BAG — (Irving Berlin, Inc.)— This
is not a song about a magician with rabbits, it’s
a hot song reminding one of Yes Sir That’s My
Baby. The title page itself is a novelty. A fox
trot by Chas. Tobias and A1 Sherman.

* * #

’S WONDERFUL — (Harms, Inc.) — One of the
big songs from Funny Face. The music is by
George Gershwin of Rhapsody in Blue fame. This
number proves his versatility. The words are by
his brother Ira. What a family !

* * *

WHEN I WAS HIKIN’ WITH YOU— (De Sylva
Brown & Henderson) — First “Buggy Ride,” then
“Automobile,” lately "Aeroplane,” now for a
novelty we find two lovers walking. A cute idea
with a fox trot melody by Howard Johnson, A1
Sherman and Charles Tobias.

* * *

DOWN SOUTH— (E. B. Marks Music Co.) — A
revised edition of the world famous “Down South.”
With proper exploitation should take its place
among the big numbers of the day. Arranged
as a fox trot. Lyrics by Sigmund Spaeth, music
by Wm. H. Myddleton.

# * *

WITHOUT YOU SWEETHEART— (De Sylva
Brown & Henderson) — Buddy De Sylva on his
way to the coast visited with me for a few
minutes and hummed over this, his latest song
and it classes with his best. By the way, this
De Sylva boy is a regular fellow and deserves
all the success he is getting. Lew Brown and
Ray Henderson also helped.

& # *

WHEN YOU PLAY WITH THE HEART OF
A GIRL — (Ted Browne Music Co.) — As the title
denotes, it means trouble and heartaches. This
song by the writer of “I wish You Were Jealous
of Me," is well written as a waltz. Music by
Thomas Bruce, words by Earl Haubrich.

* # *

UNDER THE CLOVER MOON— (Henry Water-
son) — Words and music by Ted Healy one of the
stars of “Night in Spain.” This number should
take the place of this firm’s recent hit “Under
the Moon.” It is as good a number.

* * *

AWAY DOWN SOUTH IN HEAVEN— (Shapiro
Bernstein & Co.) — A Dixie song that rates with
the best. Already getting a great plug around
town. Words by Bud Green, music by Harry
Warren.

* # *

A Merry Christmas and a Happy New Year

The Same to You

MILTON CHARLES

Solo Organist

ORIENTAL THEATRE, CHICAGO

i

t jWerrp Cljrtetmag antJ M ?^appp f

J^eto pear to £111

Now at the

RIALTO THEATRE, JOLIET
Solo Organist '

jffi A Merry Christmas and a Happy New Year to All My Friends

g CARME ROMANO «

|$ “The Realtor to the Profession” $§

| I Wish to Take This Opportunity to

I Extend Season’s Greetings to All

ROY DIETRICH

% W

% (Watch This Space for Important Announcement) ^

Greetings to All Our Friends ^

al MARKELL and FAUN GAY I

i “A LAUGH WITH EVERY STEP” f

| Featured with JACK PARTINGTON’S “FLORIDA” PUBLIX Unit g

^ HELLER and RILEY are now playing the Direction of MAX TURNER — - g

^ B. & K. and L. & T. Chicago theatres. William Morris Agency g

1 J9ulettbe (greetings

| JOSEPH ALEXANDER

%

| Opening as SOLO ORGANIST at the

| NEW PUBLIX ALABAMA THEATRE, BIRMINGHAM

^ I do not claim to be America’s youngest organist, but 1 am 20 years old.

^ P. S.— Milton Charles and Preston Sellers can verify this statement.

&

f$

Many Thanks to Our Many Friends
in the Profession for the Kind Cour-
tesies and Cooperation Received
During the Past Year

DICK

MAXWELL & LEE

MARJORIE

at

at

at

at

at

at

at

68

EXHIBITORS HERALD

December 24, 1927

You caritgo wrond
u)ith any ' 'FEIST son (L

THE “FEIST” SLIDE RENTAL
SYSTEM IS AN INEXPENSIVE
ATTRACTION FOR YOUR
THEATRE

Large presentations comprising
modern art illustrated slides —
clever audience-proof material
— complete cue-sheets with mu-
sic— ready for your immediate
showing — all for the small
rental of

($4.00) four dollars ($4.00)

THE

FOLLOWING PRESENTATIONS
ARE NOW READY:

“ASTRONOMY”

(28 slides — running time 6l/t
minutes)

A splendid slide stunt based on our
nation-wide hit entitled

“MY BLUE HEAVEN”
“REQUESTS”

(36 slides — running time 9
minutes)

A rousing community sing-fest that
can’t miss in any theatre compris-
ing six “Feist” hits with gales of
laughs mixed in between. The
youngsters will enjoy this one.

“BABY YOUR MOTHER”

(24 slides — running time 7
minutes)

A presentation with a universal ap-
peal; a great song and a great story
beautifully illustrated. This will
make a hit with the older folks.
Send in your check or money order
for either or all of the above pre-
sentations at the rate of four dollars
each. Cue sheets and music gratis.
Slides may be used one, two, three
days, or a week, but must be re-
turned after programing.

Please send a set of

“Astronomy”

“Requests”

“Baby Your Mother”

Theatre..

Address-

City..

Address all communications for rental slides
to Dept. It.S (Ask for complete list of pres-
entations.)

£60. FEIST in.

p — — , ~ FEIST BLDG. i

231-5 w. 4ov stJ

' 1 VEW YORK ci«rr—

Walsh and Abrams’ Band
Booked for Fox, Loew

Johnny Collins, formerly of the Keith-Albee
booking department, and now associated with
the Alf T. Wilton Agency, is partly responsible
for the booking of George Wal6h, well known
motion picture star, in conjunction with Irwin
Abrams and his Victor Recording Orchestra, for
a tour of picture houses.

The Royal Gasgoynes, Stan Stanley, and
George Austin Moore have also received a long
route over Loew and Fox circuits through this
office.

Chicago Theatre Holds
Christmas Charity Show

The Chicago theatre, Chicago, Balaban & Katz
ace loop house, staged a midnight performance
on December 17 for the Chris Pachen Christmas
Basket Fund, a yearly affair sponsored by the
City Treasurer’s office.

Star talent from all the leading theatres in
town contributed their services to this show.
Among them were Mark Fisher, Tito Schipa and
Ted Healy.

Hyman Directs Shows

Edward L. Hyman, managing director of the
Mark-Strand theatre, Brooklyn, is to supervise the
6tageshows going into the Earle theatre, Wash-
ington, and the Stanley theatre, Baltimore, both
Stanley-Crandall houses.

Through this new arrangement Hyman will
create the shows at Brooklyn and tour same to
the other houses.

Many changes are being made in the stage and
orchestra personnel of these theatres in order to
accommodate the new policy which will be in-
augurated December 24th.

Courtelyou Is Manager

Burt Courtelyou has been appointed general
manager of Lyons and Lyons, general theatrical
agency, which has recently taken over Le Maire
enterprises. Rufus Le Maire has also associated
himself with the organization as the head of the
musical comedy department.

Lyons and Lyons, a comparatively new organi-
zation with a 6taff of capable men who have
shown their talents in the 6hort time they have
been supervising its activities, is recognized as
one of the leading theatrical agencies in the
country.

Maffie, Bendell Engaged

Eleanor Bendell. a presentation artist now
working in the East, is engaged to Cornelius
Maffie, featured organist at the Admiral theatre,
Chicago.

Maffie is a popular radio artist, and his pro-
grams are broadcasted each week over WENR
from the Straus building. He also records for
the Gennett records.

Davidson at Frolics Cafe

Cecil Davidson, known as one of America’s
youngest musical directors, formerly 6tageband
leader at the North Center, Chicago, is now
associated with the Ralph Williams orchestra,
which is playing nightly at the Frolics Cafe,
Chicago.

Holiday Greetings

EDWARD K. HOUSE f

“ The Singing Organist” ^

MARBRO and GRANADA Theatres, Chicago |

| LES HOADLEY |

| Wishes Merry Xmas and No Ciphers For 1928 |

I SOLO ORGANIST |

I SAXE’S UPTOWN THEATRE, MILWAUKEE |

| Holiday Greetings I

I MERLE CLARK I

| SOLO ORGANIST |

I GRAND RIVIERA THEATRE, DETROIT I

% MONK WATSON and His Keystone Serenaders Are Here Too ^

% a Jllerrp Christmas anb & 2happp J^ieto gear |

| RAY TURNER {

% Featured Organist I

I CORONADO THEATRE, ROCKFORD, ILL. |

4 (A Great States Theatre) &

I g>ea£on’si Greetings; |

MILTON SLOSSER

Solo Organist $

Fifth Year at the ^

MISSOURI THEATRE, ST. LOUIS |

December 24, 1927

EXHIBITORS HERALD

69

ORGAN SOLOS

Milton Charles (Chicago Oriental) offered a
very novel stunt this week called Oriental
Favorites,” which opened with special lyrics on
Paul Ash, as one of the favorites, and introduced
"Just Once Again.” Paul Small, another favor-
ite came on to sing “Kiss and Make Up,” which
was followed by “Whafll You Do.” Mark Fisher
obliged with his own song "Everywhere You Go,”
singing off-stage. The 6tunt ended with My
Blue Heaven.” Although this may not be an
original idea, most of Charles’ solos are his own
conception and he proves that something new can
be injected into an organ 6olo, especially com-
munity singing. In the short time that he has
been here, he is beginning to re-educate his
audience to a better class of organ music.

Leonard Salvo (Chicago Harding) offered “Sam-
son and Delilah” as a community singing stunt
with comedy slides which introduced "At Dawn-
ing” and “Just Once Again.” This was followed
with a medley of request 6ongs. The stunt was
ended with “My Blue Heaven.” Salvo is enter-
ing hie fourth week at this houee and from the
reception, it seems that he is liked.

Ted Campbell (Michigan City Tivoli) for his
Christmas week solo presents a “Trip Around the
World at Christmas,” in which he introduces songe
of different nations. The stunt also included
Chrietmas carol6, with a special set of illustrated
slides. This was played as a straight solo with
no singing, and the audience seemed to appre-
ciate it very much.

Dick Liebert (Pittsburgh Penn) calls his or-
ganlogue “The Romance of Life.” Opening with
a slide of a baby crying, he plays “Rock a Bye
Baby.” Next comes school days with slides taken
from “Little Red Schoolhouse.” Then the roman-
tic age with slides of “A Bungalow for Two”
used. The last is “The Rheumatic Age” with
Dick playing “Silver Threads Among the Gold.”

Ed Meikel (Chicago Harding) played this week
"Are You Happy?” “A Shady Tree,” “She Don't
Wanna,” and some “Went to the Opera” elides,
which were played in a novel fashion.

Francis Kromar (Chicago Diversey) "A Trip
to Heaven” was his organ solo this week in which
he used “My Blue Heaven” as a theme for his
stunt. Verdi’s “Rigoletto” was interpolated with
the “Maeetoso” from Gounod’s “Faust.” During
the playing of these operatic pieces special lyrics
were flashed on the screen relating the trip to
heaven. The audience 6eemed to like this stunt
very much. Kromar was compelled to give an
encore in the way of “Side by Side.”

Chauncey Haines (Chicago Norshore) called his
organ slide presentation this week, “A Little
Shopping Now and Then Is Relished by the Best
of Women.” It was a novel, clever presentation
during which Chauncey played "Hello Cutie,” “I
Want to Be Happy,” "Gorgeous,” “I’ll Think of
You” and “A Night in June.” The audience
joined in the singing with great style.

Eddie Fitch (Chicago Sheridan) played a medley
of popular songe for his organ presentation this
week, among which "When the Sand Man Comes”
and “When My Girl Goes Away” were featured.

( Continued on page 72)

lew White

Chief Organist

Exclusive Brunswick Artist

Jerome H. Remick
& Co.

Send

GREETINGS

to our

Organist

Musical Director
and Manager
Friends

Through this column you
will learn of our activities
on our songs and slide
novelties.

Our Present Catalog
Blue River

I Reason's; (greetings I

#

#

CLARENCE BOSCH

Youngest Organist in Milwaukee Playing Deluxe Houses

NOW AT

SAXE’S TOWER THEATRE

1 Told Them All
About You
Who Knows
Give Me a Night in June
Venetian Skies

Cobblestones

&

&

&

&

&

Season s Greetings

EARL ABEL

CONGRESS THEATRE, CHICAGO

(Oh Yes — I Play the Organ)

Franc & Warren

We Wish You All a ^

Merry, Merry Christmas
And a Much Happier New Year ^

LASSITER BROS. 8

The ORIGINAL BOYS From $

“OLD IRONSIDES” g

Cleancut Comedy and $£$

Calisthenic Dancing $$

Now Touring Publix Theatres f$jl

Direction Wm. Morris Agency

Max Turner Harry Lenetska VS

Chicago New York fltj?

Write for our slide novel-
ties and presentation ideas
on the above and the new
hits as we release them.

J. H. Remick & Co.

219 W. 46th St.

New York, N. Y.

CLIFF HESS, Mgr.

Special Service Dept.

70

EXHIBITORS HERALD

December 24, 1927

Wherever they go you’ll find them
“Side by Side,” that’s Mr. and Mrs.
Jesse Crawford, foremost exponents
of organ music.

Season* s Greetings to All

EDMUND C. FITCH

Featured Organist at

ASCHER’S SHERIDAN THEATRE, Chicago

f

f

»

»

i

J^uletibe (greetings

RUBE SCHOLZ

Featured Organist

&
&

| MOJESKA THEATRE, MILWAUKEE |

I Reason’s (greetings I

| LEONARD SMITH f

^ Featured Organist at the X

4 “ Playhouse of the World” f

1 AVALON THEATRE, CHICAGO f

George Givot, who started the flap-
pers’ heart flapping when he entered
presentation.

JMfoap Greetings

DON CORDON

Featured Organist

LAWNDALE THEATRE, CHICAGO

$

&

i §

(West Side’s Newest Presentation House)

% Greetings to All My Friends

| DON PEDRO-ESPINOSA

% Solo Organist

| AMBASSADOR THEATRE, CHICAGO

A (Photoplay Synchronizing a Specialty)

I

“Everywhere You Go” is the title of
Mark Fisher’s latest song. It is being
very popularly received.

I TED CAMPBELL f

| Featured Organist #

! TIVOLI THEATRE |

| MICHIGAN CITY, INDIANA (Fitzp^rick-McElroy |

&

m

Me and My Shadow Wish You All $£f
A Very Merry Christmas
and a Happy New Year ^

GEORGE DEWEY WASHINGTON g

3

“Just Songs”

Still playing Deluxe Picture
Houses

WHAT PRESS AND
OT PUBLIC THINK OF
a_- THE “ADMIRAL-
W PRESIDENT”—

By* “Theo. Marsters,” of Peoria Journal says: — “and he was the finest singer I ve ever heard in
tfitkl Peoria with the exception of Laurence Tibbetts and Rosa Roisa maybe.” Utj?

at

at

December 24, 1927

EXHIBITORS HERALD

71

f

I

f

«

TTie Same to You

TED LEARY

“The Versatile Master of Ceremonies
STRATFORD THEATRE, CHICAGO

A National Playhouse

& jdlerrp Cfmsrtmas anti g 3£appp Jleto gear I

RUTH MARIE MARCOTTE |

“ The Versatile Prima Donna ” I

Coloratura Soprano Singing Classical and Popular Ballads
Direction — CHARLES BOHLER

#
#

CLOYD GRISWOLD

Wishes You All a Merry Christmas and
A Happy New Year

Still with AL KV ALE at the Norshore, Chicago

“My name comes first!” says Helene
Heller, of Heller and Riley, one of
the better presentation acts.

#

J$lerrj> Christmas; atib J| appp J^efcD gear

FLORENCE BRADY-

‘NOTHING BUT SONGS’

| Now Featured in Bandshow Unit Touring PUBL1X CIRCUIT

GEORGE BOYCE |

“Nimble -Limbs” I

The Best I Can Wish My Friends Is a 52-Week %
Route in Picture Houses I

May This Be a Merry Christmas and |

A Very Happy New Year for You %

LUCILLE MIDDLETON I

<t

The Fan Dance Girl”

BERNARD COWHAM

Oriental Theatre, Milwaukee

Wishes the Ancient Order of Pedal Pushers a
Merry Xmas and may all your ciphers be little ones

Greetings to All My Friends I

SAM KAUFMAN {

“The Painless Pianist ” S

Now Conducting Stage Bandshows #

NEW LAWNDALE THEATRE, CHICAGO f

“Welcome back,” says “Big Bill”
Thompson, as he shakes hands with
Paul, while Louis McDermott looks
on.

“Together, we two,” might easily re-
fer to A1 Beilin and his daughter,
Joy. A1 manages Irving Berlin’s Chi-*
cago office.

72

EXHIBITORS HERALD

December 24, 1927

“Oh, I say ol’ chappie, 'ow’s the
bloomin’ show business in Chicago?”
Yes, Stanley and Birnes speaking.

Some men are born with luck, but
others find it. Albert Brown is the
chap who thinks up new organ stunts

f
f
f
$

f

f

I

»

Season’s Greetings

HARM and

“Those Two Cadets”

Now Playing B. F. Keith and Orpheum Circuits

NEE

&
$
f
#

HOLIDAY GREETINGS

LEONARD M. SALVO

Featured Organist

HIGHLAND THEATRE, CHICAGO

I WRIGHT & DOUGLAS CO. 1

(f

iff

The Spark-Plug Act

*5T

| We Hope That All Our Friends Enjoy a Very Merry %
| Christmas and a Prosperous New Year I

(^rcetingg to &U

JACK MARTIN

Featured Organist

NEW GARFIELD THEATRE, MILWAUKEE, WISCONSIN

# Solo Presentations — Photoplay Synchronizing

&

GINGER ROGERS

“A Rarebit of Spice”

A JOHN HELD, JR., Cartoon Girl in the Flesh

Wishes that Santa Claus is very nice to all of you— and don't
forget your New Year's Resolutions

I

f

I

The Darling Twins drop in on their
way East to show their New Year’s
resolutions.

ORGAN SOLOS

( Continued from page 69)

Henry B. Murtagh (Chicago Chicago) offered a
comedy organ solo entitled “The Plumb Princess”
which had to do with the winning of a princess
by three princes. Clever comedy slides and lyrics
were used throughout and when the audience
sang “Did You Mean It,” “The Song Is Ended,
but the Memory Lingers On,” and “Sometimes
I’m Happy,” they sang it with a will. Murtagh
ended with a comedy version of “Broken Hearted.”

Doris Gutow (Chicago Stratford) asked the
single members of the audience to sing some of
the time and the married members to sing the
rest of the time. The fir6t slide had a double
title “Single vs. Married Folks” and “Or, Youth
vs. Age.” She played “Has Anyone Here Seen
Kelly?”, “My Lonely Melody,” “I’m Coming,
Virginia,” “Just a Memory” and “In the Good
Old Summer Time — When We Pass the Stock
Yards.” The last selection received loud applause.

Don Cordon (Chicago Lawndale.) The first
slide for this solo announced “The Voice of the
People in the Loud Speaker,” and the audience
immediately began to broadcast over a long wave
length, such selections as “Baby Your Mother
Like She Babied You” and “Just Like a Butterfly
Caught in the Rain.” While time-off was called.
Cordon gave “Three O’clock in the Morning/*
“Rock a Bye Baby in the Tree Top,” “A Night
in June” and “Broken Hearted.” This reporter
believes that response to organ solos at this house
would be better if the organ-grill lights were
dimmed during the playing and singing, and that
it would be better if Mr. Cordon would elevate
the organ so he could be seen better.

Don Pedro Espanosa (Chicago Ambassador)
offered for his solo “A Spanish Fantasy” in which
he used the “Toreador Song” and “Habanera”
from Carmen. Introducing the popular song "An
Old Guitar and an Old Refrain.” “La Paloma”
was also interspersed throughout the number.
This was done as a straight solo with no sing-
ing and proved that this audience likes classic
music, and also proves that Don Pedro is a
soulful player.

ALBERT F. BROWN (Chicago Granada) pre-
sented another splendid scrim presentation this
week called “Homeward Bound” in which “High-
ways Are Happy Ways,” “Mother Mine,” “Baby
Your Mother” and “Tomorrow” were played.
Tom Paxton, Jimmie Cairns and Leeta Hope
acted parts in the presentation and sang the
6ongs, which was a treat.

( Continued on page 73)

December 24, 1927

EXHIBITORS HERALD

73

Sonya Rozan and Pietro Barchi, two
operatic stars who owe their success
to picture houses. Both are now re-
hearsing for the Metropolitan Opera.

“Smiling” Bob Nelson snapped read-
ing the HERALD in his dressing
room at one of the leading picture
houses on the Coast.

Charles Kaley, the singing band
leader who spends considerable time
composing and recording songs.

ORGAN SOLOS

( Continued from page 72)

Arthur Richter (Milwaukee Wisconsin) at the
organ presented “Donazetti versus Donaldson,”
and opens the selection with the Sextette from
Lucia, which he followed with a number of
Walter Donaldson’s hits, “At Sundown,” “Just
Once Again,” "My Blue Heaven” and his latest
number, "A Shady Tree.” The words to these
selections were flashed upon the screen and the
number went over big.

Edward K. House (Chicago Granada) offered
“Christmas Greetings” as the title of his organ
solo this week. The audience sang “A Shady
Tree,” “Are You Happy,” "What’ll You Do,”
“Highways Are Happyways,” and a special
Christmas slide of "Silent Night.” He then
played a special version of “Are You Happy” and
ended with a “Merry Xmas” slide. There was one
thing wrong with House’s solo this week, his
audience wanted to hear him sing "Silent Night,”
but he didn’t want to.

Jack Martin (Milwaukee Garfield) presented
for his number recently, “Baby Your Mother,”
interspersed with “Mother Maehree.” The words
to the selection were flashed on the screen and the
introductory words were played to the melody of
“At Sundown.” The number was very well done
and received much applause.

% Holiday Greetings '*

DON ISHAM

| FEATURED ORGANIST

I MARKS BROS., EMBASSY THEATRE, CHICAGO I

€ „ 7 7 &

^ Formerly with JENSEN Von HERBERG , JOHN HAMRICK and Other West Coast Circuits ^

| Reason's (Greetings f

I EDDIE HANSON I

I Solo Organist §

I BALABAN AND KATZ £

| UPTOWN and TIVOLI Theatres, Chicago f

f f

^ Greetings to All Our Friends f

I =™ HELLER AND RILEY <— I

| COMEDY SINGING DANCING »

J: Playing St. Paul and Minneapolis Next Week. ... ^

| P. S.—We wish MARKELL & FAUN a Merry Christmas too. |

Jbolttmp (greetings

Bill Bennett

F eatured Organist

Belpark Theatre
Chicago

Jfulett&e Greetings:

Jd Darnel? THE Featured O

BUCKINGHAM
THEATRE
CHICAGO

H&anisf

a

1 CHAZ CHASE

| “The Unique International Comic”

| Extends Holiday Greetings to A ll
| His Friends in the Profession

74

EXHIBITORS HERALD

December 24, 1927

Jtterrp Christmas l

ULDERICO MARCELLI |

MUSICAL CONDUCTOR |

BALABAN & KATZ Uptown and Tivoli Theatres, Chicago |£

*>

% We Wish You All a Merry Xmas %

I STANLEY and LEE |

I DANCERS PERSONIFIED I

Now Playing Deluxe Picture Houses

Direction — Wm. Morris Agency

#

| Holiday Greetings f

4

BILLY MEYER

| (The Golden Tone Baritone)

| Still at the Wisconsin Theatre, MILWAUKEE, W1S.

f

I (greetings to 011 fflp jfrtenbs I

! W. REMINGTON WELCH

| SOLO ORGANIST

| TIFFIN THEATRE CHICAGO

(♦

I ADELAIDE HALL I

| (The Versatile Artist) |

| Extends Season s Greetings to I

% All Her Friends I

ss®sss®s®s®s®sssss®®®®®ssssss

fit I Wish You All a Very Merry Christmas and a Prosperous ^
g and Happy Neu, Year g

e HAL SIDARE «

| MORRIE BLUMENTHAL i

% Orchestra Manager for BENNY MEROFF f

| At MARKS BROS., GRANADA and MARBRO f

% THEATRES, CHICAGO, Wishes all his friends f

| A Merry Christmas and a Happy New Year |

& jHerrp Christmas: to &U I

LOU KOSLOFF {

“SULTAN OF SYNCOPATION” |

Now Conducting Stage Bandshows at PARAMOUNT Theatre, New York. #

“Stand still while I shoot you!” says
A1 Markell to Gay Faun, when in
to say “Merry Christmas” to the
HERALD boys.

Don’t be misled, this is not Dick
Barthelmess, it’s Al Belasco, the
dancing band leader who has made
Eton suits popular.

From presentation into the Ziegfeld
Follies is quite a jump, but then
Chamberlin and Himes are good
dancers, so that accounts for it. w_

December 24, 1927

EXHIBITORS HERALD

75

It’s a sight to see Eddie Hill smiling;
as a rule he’s always crying because
the girls won’t let him alone.

“Who’s Sitting on My Piano?” is the
title of song Bennie Krueger is try-
ing to compose for Miss Chicago.

Due to Novelle Brothers’ versatility,
they are one of the most successful
presentation acts in the business.

! Holiday Greetings I

EDGAR AMSTEIN |

Featured Organist %

CENTRAL PARK THEATRE, CHICAGO f

#

Season’s Greetings to All My Friends
in the Profession

NORMAN STEPPE

Chicago’s Youngest Band Leader

I We Wish You All I

I A MERRY CHRISTMAS

| WELLINGTON SISTERS

| “The Song and Dance Debutantes”

^ Direction — William Morris Agency ^

% , . . f

| Season’s Greetings to All Our Friends %

I

I DEAN STEVENSON

| AND HIS KINGS OF SYNCOPATION f

I Marshall Square Theatre, Chicago I

1 CECIL DAVIDSON f

I America’s Youngest Musical Director |

| Fiddling at the FROLICS CAFE, Chicago |

« f

f Wishes All the Season’s Greetings %

i'TTTTTTTT^v«NTTTTTTT*'TTT¥T'*1TTTTTTVTT>v«'TTTTTTTTTTTWTTT'*1T''*'’''*Ye'#

" ^

I
&
»
&

«. #

Greetings to All My Friends

CHARLES STROUD

Musical Director American Theatre, Chicago

ORPHEUM CIRCUIT

| Season s Greetings *

JIMMY BELL

Director and Master of Ceremonies

^ Jones Metropolitan Orchestra, Metropolitan Theatre, Chicago ^

Reason's Greetings; I

BOB BILLINGS

Solo Organist

CRYSTAL THEATRE, CHICAGO

76

EXHIBITORS HERALD

December 24, 1927

4 f^uletitie Greetings! #

I HARRY ZIMMERMAN I

I FEATURED ORGANIST I

| BELMONT CHICAGO I

£j>eagon’s Greetings to 311

U

JAZZ-LIPS” RICHARDSON |

4 The Most Talked of Eccentric Dancer in Bandshows |

| Featured with HUGHIE MACK’S SYNCOPATION-UNIT-SHOW f
I Now Touring ORPHEUM CIRCUIT f

Season’s Greetings . ^

| KENNETH ANDERSON |

| Featured Organist %

1 METROPOLITAN THEATRE CHICAGO |

Manager Carl M. Benson of the Park
and Empire theatres, Rockland, Me.,
slipping the glad news to C. T.
Smith, owner of the Mae Edwards
Players that the night’s show is a
complete sell-out.

Wayne Writes “Ramona”

Mabel Wayne, composer of “In a Little Spanish
Town” has written a new song called “Ramona,”
which ie the theme number for the photoplay of
the same name. The picture stars Dolores Del
Rio. The song is published by the well known
music firm of Leo Feist.

| Season s Greetings

“DOC” WEBB

^ Solo Organist

| MARSHALL SQUARE Theatre, CHICAGO

Alexander in “ Alabama”

Publix Circuit is opening a new deluxe picture
house Christmas in Birmingham, Alabama. The
new theatre will be called “The Alabama,” and
will house a policy of stage bandshows, with
organ solos.

Joseph Alexander, formerly featured organist
at the Embassy and Piccadilly theatres, Chicago,
has been selected as the featured organist, but
no band leader has as yet been named.

I®

14— Parisienne Red Heads— 14

AMERICA’S GREATEST GIRL BAND

Playing All Large Motion Picture and
Vaudeville Circuits to Tremendous Business

A GREAT BOX OFFICE ATTRACTION FOR ANYONE

FRED MEYER of the ALHAMBRA of MILWAUKEE
Has Chosen the PARISIENNE RED HEADS for
Christmas and New Year Weeks’ Attraction.

For Open Time and Terms WIRE, WRITE, PHONE

CHAS. E, GREEN, 28 West North St., Indianapolis, Ind.

Or, care William Morris Agency , 1560 Broadway , New York

til

ti

til

til

til

at

at

til

ti

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December 24, 1927

EXHIBITORS HERALD

77

o n

Pictures

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in keeping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

“ THE CITY GONE WILD”

N 0 use talkin’ — I’m getting old. How
else can you explain my failure to perceive
in a title like “The City Gone Wild” the
label of a metropolitan crook picture that
stands shoulder to shoulder with “Under-
world”? Certainly the title must be in-
formative, and if it is I just as certainly am
getting old. Notwithstanding all of which,
Mr. Thomas Meighan’s new picture is just
about the best Thomas Meighan picture I
ever saw — and I’ve seen all of them.

Need I add — after that last remark — that
James Craze directed the thing? As
previously noted in this column, an actor
like Meighan is just an actor like Meighan
unless he’s got a director like Cruze to
work with. Not that Meighan isn’t the last
word in playership, for he is, but playership
doesn’t get anywhere without something to
be played with. The Craze part of the job
— and how splendidly he does it! — is to give
the star something to do and keep giving
him things to do from the opening scene
to the fadeout. Meighan has no use for idle-
ness— and neither has Cruze. The two com-
bine their not dissimilar talents to produce
as bright a picture as I’ve seen in many,
many moons.

There are times in “The City Gone Wild,”
however, when Mr. Meighan becomes just
a player and interest centers — and stays cen-
tered— upon Fred Kohler and Louise
Brooks. This Kohler, if it must be told,
resembles in no particular any one of the
seven or eight Chicago gunmen I have met
in the flesh, hut he does resemble, perfectly,
the composite picture of the headline gun-
men of these parts and, after all, that is the
gunman of general interest. What he did
with his assignment in “Underworld” — and
it was plenty — is what he does with a prac-
tically identical assignment in “The City
Gone Wild.” In fact I think he does this
one a little better than the other. That
makes it no less than marvelous. (Of
Louise Brooks, of course, I have written so
many imperishable paragraphs of praise that
to add more would be repetition, at least.
See her, in this, to see the flapper — and
that isn’t exactly the word, either — that the
other picture gals think they are.)

These three folks, with others, are busy,
busy people in the action of “The City Gone
Wild,” a yarn about a big town and the
showdown between the States Attorney and
the crooks’ defense lawyer. The picture is

By T. O. SERVICE

well equipped with death, none of it un-
necessary, and it has everything else in it
that you might see if you were to go with
me on a Saturday night tour of Chicago and
encounter — as one never does encounter —
all the things you’d like to encounter, from
a safe distance. I think, as I believe I’ve
intimated, that “The City Gone Wild” is a
whale of a picture. (If they’d only given it
a title that means something I’d call it
perfect.)

“THE LOVELORN”

A ■!

BOUT the time this old business of
ours gets all bound ’round in tradition and
prejudice— which is about the time we begin
crediting infallible rules for the prede-
termination of success, failure and inter-
mediate casualties — along comes something
like “The Lovelorn” and lo — the binding
’round has to be begun all over again. For
all this let us cheer lustily, adding a round
of thanks for the daring which seems to
thrive, encouraged or not by results, among
the people who decide upon the pictures to
be made.

“The Lovelorn” was, by the dope, destined
to be an awful thing. The Beatrice Fairfax
“Advice to the Lovelorn” gag has been a
humorous subject for these innumerable
years. At the taking of the last national
census, there was found in all America not
one individual who gave credence to all, or
even part, of the idea. Any picture that
might be turned out over the Fairfax signa-
ture was obviously doomed to a speedy
death, in a gale of scorn. And so — such is
the picture business — “The Lovelorn” comes
along and upsets all the dope by being one
of the most pleasant and intriguing pieces of
film in years. (Hurrah!)

As you no doubt know, Sally O'Neil and
Molly O'Day are the two principal players in
“The Lovelorn.” And if you do not know
that they are sisters off the set you will know
it the minute you see them together. And,
further, if you’ve had any doubts as to their
right to be featured in pictures, such doubts
will be dispelled promptly. And, still fur-
ther, if you think that one (either one) is
better than the other, you are likely to
change your mind several times during the
play and finish with no decision at all — but
with a firm conviction that they’re both
right smart little picture girls.

The story of the picture is told in terms
of letters to the w.k. heartache adjustor, the
.flashes to the letters being not quite fatally
frequent for comfort, and it has to do with
a couple of sisters who fall pretty hard for
one young man of uncertain characteristics.
There is a lot of pathos in the thing, a lot
of comedy, and more of good straight
adolescent existence as it is practiced in this
decade and country. It is all very credible,
and creditable, and I implore the people
(young or old) who make pictures to give
this adolescent slant a lot of thought and
make a lot of pictures about it. It’s just
about the most interesting aspect of the pres-
ent so-called civilization.

Yes — “The Lovelorn” is another fooler.
Sure to be a flop, it turns into a wow. Let’s
deliberately try to make a few more flops;
maybe we’ll get a lot of good pictures.

“JESSE JAMES”

w HEN I was very young — and it isn’t
so long ago, although long enough — I saw
a motion picture, about two reels it seems
to me now, wherein Jesse James did his
stuff and died his death. At about the same
time Mr. James, in the persons of divers
ten-twent’-thirt’ leading men, was dying all
over the stock stages of the great and some-
what glorious Middle West. In the picture,
and in the stage play, Jesse encountered the
Grim Visitor while standing upon a chair
(or lounge,, if the props ran that way)
straightening a picture hung to the wall of
his modest manse. It seems to me, and I'm
not quite sure on this point, that it was
Jesse’s cousin, Bob Ford, who used to get
in the final shot in those days. How times
have changed — -

Last night I saw Jesse James again — or not
really again, for this is obviously another
fellow — and this time he isn’t straightening
a picture when the bullet catches up to him.
Nope, he’s just brought in by brother Frank,
or one of the boys, and deposited on the
settee, having been punctured somewhere off
the set. And all of this in a purely imag-
inary, although quite prophetic, vision which
he spins for the loving eyes of the sweet
young thing who has deserted family and
ALL to wed the dashing fellow who all but
won the Civil War for the Confederacy.

But who am I to cry over spilt milk — or
gore — or tradition? Who, indeed. And
isn’t it true that the dear censors wouldn’t
( Continued on page 102)

78

EXHIBITORS HERALD

December 24, 1927

THE THEATRE]

O^iJDepartmmt of Practical Showmanship I

— — — — ; .. — » — — —

Set a Goal for 1928

“Merry Christmas and a Happy New Year,” is just
about the most overworked phrase used at this time of
the year, but all the good things of life are over-
worked, so The Theatre wishes you all a Merry
Christmas and a Happy New Year, and we put the full
meaning of the greeting into our wish.

As you read this, the old year is
rounding out its last few days. It
may have brought you success and
happiness, but whatever you did dur-
ing the year or whatever the year
did for you are things of the past.

There is only one way to look and
that is toward the New Year. The
past can do only one thing for us —
to help us profit from our mistakes.

But the New Year offers us just
about what we want to make out
of it.

Nine times out of 10 where suc-
cess has been achieved, it has been
the result of striving for a goal.

What will be your goal for 1928?

Have you set a definite mark at which
to shoot for 1928? If you don’t set
a goal for 1928, you’ll probably drift
along in the same old rut.

Everyone of you who operates a
theatre, or who is engaged in the
motion picture industry has one pur-
pose in view, and that is to make
money. That is not the only reason
you are in the business, but it is the
chief one, so your goal will probably
be to make more money.

Set your goal for the New Year
and make it higher than it seems pos-
sible for you to achieve. No one was
ever put in jail for aiming high. Look
back on 1927 just long enough to
discover your mistakes, and then lay
out your plans for reaching the goal
you have set for 1928.

If 1927 did not treat you as well as
you would have liked, ask yourself
this. Did you treat the year as well
as you should?

Did you pay enough attention to exploitation? Did
you take enough pains with your advertising? Did
you do enough for your community in order to build
up the goodwill of your theatre? Did you sort of let
things slide during the year? There’s only one reason
for asking yourself these questions — to keep from
making the same mistakes this year.
After you have done this, forget all
about the past and plan for 1928.
Keep the old goal that you have set
for yourself in front of you, and
work like the devil to reach it.

Now that part of the preachment
is over, and we’re going to talk about
“The Theatre.” Looking through
the pages of “The Theatre” for last
year, we see there are many things
we should have done. We made mis-
takes just like everyone else. But
after we have seen what we should
have done, we are going to forget all
about last year.

We have set a goal for next year
and have laid our plans to achieve it.
We are going to give you more money
making plans, we are going to give
you more exploitation ideas, and we
intend to make the “The Theatre”
better in many ways.

We have already planned a num-
ber of new things for the department,
and you may expect to see them
started before long. They are some
of the things that we have in store
for you in order to achieve our goal
of making “The Theatre” a bigger
and better department for theatre
exploitation.

So let’s all get together to achieve
our goals, which after all are the
same. Your goal is to make more
money in 1928. Our goal is to help
you do it. We believe “The Theatre”
can help you a little, and we know
you can help “The Theatre” a great
deal. Let’s team up and go.

“®l)eatre’jS” (goal
for 1928

iflore monep-mafeing plans
jlflore abbertlslng Ibeas
jjflore exploitation plans
jflllore fjouse organ material
Jflore Iobbp blsplap Ibeas

In promising all these things,
we are counting on the coopera-
tion of exhibitors. The Thea-
tre" can only be a success with
exhibitor cooperation, and if in
the past it has been of help to
exhibitors, it is because of their
cooperation.

We believe that the more ex-
hibitors cooperate with “ The
Theatre," the better it can serve
you. The idea that you send in
may help hundreds of exhibitors,
and the idea that someone else
sends to “ The Theatre" may
help you.

Whatever you do in your thea-
tre, let us hear about it. W e are
interested in your every prob-
lem. We would like to hear of
every difficulty that arises in
your theatre, and how you solved
it.

With your cooperation
throughout the year, we know
that the goal we have set for
“ The Theatre" will have been
reached a year from now. Let’ s
all get together and reach the
goals we have set for 1928.

December 24, 1927

EXHIBITORS HERALD

79

Has Theatre Advertising Gone Wild

New York Ads Have
Dignified Tone

Has theatre advertising gone wild?
Sometimes even the least conservative of
us are tempted to believe so. The two
examples of theatre advertising on this
page offer a splendid contrast in advertis-
ing. The New York advertising shows
dignity, reserve and good use of white
space for proper display.

What does the Chicago advertising
show? It looks as if the ad writers take
a nightmarish glee in using all the curves,
cicles and gobs of black ink that they can
possibly get into their space.

It is probably a bit unfair to put the
two types of advertising side by side for
comparison. In the first place, the New
York Times places certain restrictions on
advertising copy. In the second place,
Chicago theatre ad-writers have a vastly
different problem.

Most of the display advertising for
Chicago theatres is done in groups, that is
all advertising for a group of theatres in
the same circuit are carried in one ad.
Balaban & Katz1 advertises eight theatres

What a contrast in motion picture ad-
vertising! On the left is a typical ex-
ample of the type of theatre advertising
carried in the New York Times, and on
the right, ladies and gentlemen, is a re-
production from the Chicago Herald
and Examiner. Take your choice. If
you like ads that are pleasing to the eye
and are easily read, you’ll probably
favor the New York advertising. But
if you want ads that affront the eye, cast
your vote in favor of Chicago.

in one ad; National Playhouses 10; Marks
Bros, advertises two theatres.

Chicago theatres have to advertise the
stage shows, giving prominence to band
leaders, the picture, and in many cases,
the Vitaphone. Since few New York the-
atres stress their stage shows and band
leaders to the same extent, their advertis-
ing is less difficult.

No one of the Chicago ads, pictured
on this page, would look quite so bad if
it were on a page to itself, but look what
happens when they are all thrown together
on one page. An intricate maze of whirl-
ing circles and arcs dazzle the eye. Very
few words stand out above the tangled
mass of lines.

Type of all sizes and styles is used with

Chicago Ads Cause
Eye Confusion

too much freedom. How many casual
readers would stop to read all the type in
the Chicago theatre ad? Probably the
worst offender on this particular example
of Chicago advertising is the National
Playhouses ad. Think how much more ef-
fective this ad would have been had sim-
ple makeup been used without using the
four arcs ! But this advertising is a dif-
ficult job, for two large theatres and
eight small ones are advertised in the same
group.

Now take another look at New York ad-
vertising. White space predominates here,
where black ink looms up in the Chicago
advertising, and how much more pleasing
is the effect. In the “Sorrell and Son” ad
there are only 34 words used, yet after
reading the ad, who would not want to see
the picture?

Look at the Roxy theatre ad. The slim
letters of the theatre name stand out
prominently. Notice how much more
readable the name is than that of “Avalon”
in the National Playhouses ad.

80

EXHIBITORS HERALD

December 24, 1927

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Three novel advertising stunts used by the Texas theatre, San Antonio, Tex.
The one on the left was put in all packages leaving a prominent department
store, the store paying for half the cost of the cards. The other two are
special heralds used to put over “Two Arabian Knights,” a United Artists
picture, and “Now We’re in the Air,” a Paramount picture. The bogus in-
surance policy was distributed at meetings of all prominent clubs in the city.

Heralds with a Laugh in Them
Sell Your Pictures , Says Blair

When Bob Blair, manager of the Texas theatre, San Antonio, gets out a
herald which makes people laugh, he rests easy for he believes that a laugh
from a prospective patron has him as good as sold. Put a laugh in your
heralds, says Blair, and your picture is half sold.

And acting on his belief, Blair has been
putting out some snappy heralds lately.
When the theatre played “Two Arabian
Knights,” the United Artists picture, star-
ring William Boyd and Louis Wolheim, a
folder in the form of a facetious insur-
ance policy was issued to all luncheon clubs
at their weekly meetings.

The folder was made to represent a
$1,000 insurance policy to be payed in case
of death by laughter while witnessing the
performance. The stunt drew many laughs
and much attention from the clubs. Every
important luncheon club was covered. On
the back of the folder, the first anniversary
of the theatre, which was the following
week, was boosted.

Another laugh provoking herald was
sprung upon San Antonio citizens when
the theatre played “Now We’re in the
Air,” the Paramount Berry-Hatton picture.
The herald read, “I’m am a nut, and you
will be one too if you don’t see Wallace
Berry and Raymond Hatton as ‘Aero
Nuts’ in ‘Now We’re in the Air.’ The
herald was printed on cardboard with a
slot in it so that it could be hung up. The
herald had the desired effect of making the
public laugh.

The Texas recently put over another
clever bit of advertising. An attractive
card was prepared to boost the shopper’s
bargain matinee at the theatre, and a prom-
inent department store was persuaded to put

the card in all packages going out of the
store, and also to pay half of the cost.
The front of the card read, “Ladies, do
your shopping in the morning hours and
rest awhile at the Texas by attending the
shoppers bargain matinee.”

Hooray! There’s Still
Truth in Advertising

We chuckled when we read this
in a letter from a good contribu-
tor to the Herald:

“ The other day, while driving
through Fon du Lac, Wisconsin,
I saw this sign on the attraction
board of a theatre:

5 ACTS OF VODVIL
SLIGHTLY USED
COMEDY AND NEWS

“ While I do not know whether
the “ slightly used” refers to the
five acts or the comedy and news,
it proves that there still is a cer-
tain amount of truth in advertis-
ing.”

“Annie Laurie” as
“Lady from Hell ”
Goes Over Better

Inspired by the success of Coast theatres
in box office receipts when “Annie Laurie”
was changed to “The Lady from Hell,”
William O’Hare, manager of the Princess
theatre, San Antonio, tried the same stunt,
with great luck.

He had titles for the picture made locally,
and all ads and stories, together with lobby
displays, read “Lady From Hell.” A sen-
sational touch was given to his exploita-
tion campaign when he billed the picture
as “Scotland’s Birth of a Nation,” and said
in posters and cards that it was “Not a
Piece of Klan Proganda!” All ushers and
cashiers were dressed in Scotch Kilts dur-
ing the week, and O’Hare says that busi-
ness was over average, whereas, he be-
lieves, if “Annie Laurie” had been used
for a title, it would have flopped, owing
to his patrons’ disregard for sentimental-
ism and costume stuff in pictures.

When the Rivoli theatre, Baltimore, played the Pathe-DeMille feature,
“Dress Parade,” starring William Boyd, these 300 picked men of the Mary-
land National Guard fife and drum corps marched to the theatre to attend the
opening performance. The spectacle was specially fitting for the men wore
the same type of uniforms that the boys at West Point wear. The following
day 1,200 men of the Regular Army from the forts near Baltimore were
brought to the theatre in army motor trucks to see a special performance.

December 24, 1927

EXHIBITORS HERALD

81

NEW PICTURES

In “New Pictures” the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions” and “Press Sheets” will be published each
week as an exhibitor service.

ALMOST HUMAN: A Pathe drama with Vera Reynolds, Kenneth Thomson,
Mejel Coleman, Claire McDowell, Ethel Wales, Fred Walton and the three
dogs, Hank, Paul and Trixie. Length 5596. Released December 26.

TYPE AND THEME : A story of a proud society dowager and her one
son who makes the “ -mistake ” of marrying the girl he loves although she is
poor — but loves him.

The dogs, Hank, Paul and Trixie, enter into the plot, and are important
factors in the lives and love of Mary Kelly and John Livingston, scion of
a socially prominent family. John’s mother cannot reconcile herself to
sanction the union and the young couple endeavor to make their own way
in the world. Mary misunderstands a chamce meeting between John and a
girl of his social world, and through a ruse leaves her husband whom she
dearly loves. It ends happily, however.

CHICAGO: A Pathe melodrama with Phyllis Haver, Victor Varconi, Eugene
Pallette, Virginia Bradford, Clarence Burton, Warner Richmond, T. Roy
Barnes, Sidney D’Albrook, Otto Lederer, May Robson, Julia Faye and
Robert Edeson. Directed by Frank Urson. Length 9145. Released
March 5.

TYPE AND THEME : Roxie Hart helps out the meager living made
by Amos, her husband, by occasional affairs with “angel daddies.” Her
present affair is with Casley, a mediocre automobile salcsynan, who is
stinting his family in order to run around with the lovely Roxie. He is
shot by Roxie when he is ready to quit. Roxie’s husband sticks to her and
pawns everything paumable to pay her lawyer. The trial is like a first
night, with many rehearsals, and when only half of her laivyer’s fee is
paid he threatens to leave her high and dry. Amos steals the first fee to
pay for the second! Roxie enjoys her trial thoroughly and is acquitted,
but she is shocked to find Amos “through.”

DESERT PIRATE, THE: FBO Western, with Tom Tyler, Frankie Darro,
Duane Thompson, Edward Hearne and Tom Bingham. Directed by James
Dugan. Released December 25. Length 4,754.

TYPE AND THEME : Tom resigns as sheriff after the killing of
Rand, a bandit. He adopts Rand’s motherless boy. Tom falls in love
with Ann Farnham after saving the Farnham ranch from Norton, gambler
and former bandit. Norton accuses Tom of having killed Rand and the
boy denounces him Shorty, another gambler, reveals that Rand shot
himself accidentally and all ends happily.

GALLOPING FURY: A Universal Western with Hoot Gibson, Sally Rand,
Otis Harlan, Frank Beal, Duke Lee, Ed Coxen, Pee Wee Holmes and Max
Asher. Directed by Reeves Eason. Length 5503. Released November 20.

TYPE AND THEME: Billy Halen, foreman of “Pop” Tulip’s Peaceful
Valley ranch, is laid low with an attack of poison ivy. The cowboys on
the ranch tie him and apply a coating of mud obtained from a marsh on
the ranch. This mud quickly cures Billy and improves his looks one hun-
dred per cent. The other cowpsinchers immediately take treatments and
depart for the Saturday night dance where they completely “out-Sheik”
their rivals from the Bar Z. Jasper Thornby, his daughter, Dorothy, and
his private secretary, James Gordon, happen to be stopping at the local
hotel when the slcelc-looking cowboys arrive. Thornby is a millionaire
druggist and immediately sees the possibilities of this mud. He and his
secretary threaten “Pop” with foreclosure unless he sells. At Billy’s advice
the old man holds out at the last minute and takes a chance on losing
everything. It is now up to the cowboy to get hold of $20,000 to pay the
notes and save the ranch for the old man and the girl he loves.

MY FRIEND FROM INDIA: A Pathe farce with Franklin Pangborn, Elinor
Fair, Ben Hendricks, Jr., Ethel Wales, Jeanette Loff, Tom Ricketts, Louis
Natheaux, Tom Dugan and George Ovey. Directed by E. Mason Hopper.
Length 5750. Released December 19.

TYPE AND THEME : Pangborn accidently meets Bernice, who is care-
fully guarded by her Aunt Arabella; but they separate before he finds out
her name. _ lit' is required to pose as a Hindu prince or magician, and in
that capacity happens to meet Bernice again, and thinking him to be a
real Hindu, tells him of her love for this “fellow.” He is later forced to
“ uncover ” and they embrace as lovers, etc.

PRIVATE LIFE OF HELEN OF TROY, THE: First National satirical
comedy drama, with Maria Corda, Lewis Stone, Ricardo Cortez, George
Fawcett, Alice White, Gordon Elliott, Tom O’Brien, Bert Sprotte and
Mario Carillo. Directed by Alexander Korda. Released January 8, 1928.
Length 7694.

TYPE AND THEME : We are all familiar with the classical story of
Helen, Paris and Aphrodite, the abduction of Helen, the death of Hector,
Paris’ awarding of the apple of beauty to Aphrodite (which started the
rumpus), the capture of Troy through the famous ruse of the wooden
horse. One of the deft touches in the John Erskine novel modernizing
the story is Menelaus’ realization of Helen’s many love affairs, not worth,
going to war about again.

SAILORS’ WIVES: First National’s comedy drama from Warner Fabian’s
story, with Mary Astor, Lloyd Hughes, Earle Foxe, Olive Tell, Burr
McIntosh, R'uth Dwyer, Jack Mower, Gayne Whitman and Robert Schable.
Directed by Joseph Henaberry. Released January 22. Length undeter-
mined.

TYPE AND THEME : Carol Trent, going blind, breaks her engage-
ment to Dorr Manning. She decides on a year of hectic pleasure and goes

to the annual wild party of Tom Lindse)/. Carol thinks Dorr now loves
Lindsey’s neglected wife. Carol meets Max Slater, goes blind in a love
scene with him and then tries to commit suicide. The bullet relieves
pressure on the optic nerve and restores her sight. The misunderstandings
are corrected when Max realizes Carol loves Dorr.

SPOILERS OF THE WEST: M-G-M drama with Tim McCoy, Majorie Daw,
William Fairbanks, Chief Big Tree and Charles Thurston. Directed by
W. S. VanDyke. Length 4784. Released December 10.

TYPE AND THEME: The white trappers have despoiled the country
to such an extent that the Indians are desperate tvith hunger, and they
threaten to go to war. General Sherman sends Lieut. Lang with orders
to drive the white trappers from the reservations. The trappers, lead by
Mary Benton, refuse to move and only after Mary has seen Lang ivounded
by her brother, and the Indians massing for attack, does she move off.
Gen. Sherman sentences her to “life” with Tim as the “jailor.”

TEA FOR THREE: M-G-M comedy drama with Lew Cody, Aileen Pringle,
Owen Moore, Phillip Smalley, Dorothy Sebastian and Edward Thomas.
Directed by Robert Z. Leonard. Length 6273. Released December 10.

TYPE AND THEME: When Doris finds her husband Carter, “in con-
ference,” she goes to tea alone and while there meets Phillip, who gets
her picture; promising to return it only when Doris decides to come up to
his apartment. Carter finds out what is coming off and makes a suicide
pact with Phillip, the winner to get Doris. They cut cards; Phillip loses,
and fakes suicide. Doris and Carter love each other after all, and no
harm is done to Phillip.

VALLEY OF THE GIANTS, THE: First National comedy drama, with
Milton Sills, Doris Kenyon, Arthur Stone, George Fawcett, Paul Hurst,
Charles Sellon, Yola D’Avril and Phil Brady. Directed by Charles Brabin.
Released December 15. Length undetermined.

TYPE AND THEME: Doris Kenyon returns to the screen in this
picturization of the Peter B. Kyne novel. It is a story of rival lumber
camps in the California redwood territory and is characterized by the
wrecking of a lumber train, Milton Sills’ fight with Paul Hurst and a
battle between the tivo gangs of lumberjacks. A rival lumberman plots
to ruin Sills’ father and, Sills falls in love with the rival lumberman’s
daughter.

WHEN THE LAW RIDES: FBO Western melodrama with Tom Tyler,
Jane Reid, Frankie Darro, Henry O’Connor, Harry Woods, Charles Thurs-
ton, Bill Nestel and Barney Fury. Directed by Robert Delacy. Length
Released —

TYPE AND THEME: Tom O’Malley, a government agent enroute to
Rawhide, masquerades as the Raven, a, desperado, ivhom he has found dead
in the desert. Tom is in love with Becky Ross, the parson’s daughter, and
helps her father establish a church in the toivn saloon. With the help of
Frankie, young brother of Becky, he rounds up the pair guilty of the bank
robbery for which, he himself had been accused, amd therefore wins Becky.

WILD BEAUTY : Universal Western with Rex, June Marlowe, Hugh Allen,
Scott Seaton, Hayes Robinson, William Bailey and J. Gordon Russell.
Directed by Henry Macrae. Length 5192. Released November 27.

TYPE AND THEME: Art Homing brings Mignon, a young filly that
he saved from shellfire in France, back to his California ranch. Art falls
in love with Nancy, whose father, owner of a racing stable, is in financial
difficulty. When Bull Kennedy hears that Nancy’s father hopes to win
back his fortune by running Starlight in the steeplechase, he captures a
wild horse called Thunderhoof, who tries to lure Mignon away. After a
fight between Thunderhoof and Starlight, in which the latter is incapaci-
tated, the race is pulled off with Art riding Mignon against Thunderhoof.
Mignon wins the race. Art wins Nancy, and the Col. wins back his fortune.

WILD GEESE: Tiffany-Stahl drama, with Belle Bennett, Russell Simpson,
Eve Southern, Donald Keith, Jason Robards, Anita Stewart, Wesley
Barry and others. Directed by Phil Stone. Released November 15.
Length 6,448.

TYPE AND THEME: This dramatic story of the homely life of the
homely, rugged life in the Northland is from a prize^winning novel by
Martha Ostenso. Under the dominating whiplash of a cruel father, a
family finally is lifted to the heights of love amd happiness upon his
death. The tenor of the action is indicated by such climactic scenes as
Amelia’s parting with her fatherless boy, Judith’s decision to leave the
drudgery of the farm amd her scene with Caleb when he catches her
going to meet Sven.

WIZARD OF THE SADDLE: FBO Western melodrama with Buzz Barton,
Milburn Moranti, Jimmy Ford, Duane Thompson, James Welch and Bert
Apling. Directed by Frank Howard Clark. Length 4850. Released Jan-
uary 22.

TYPE AND THEME: Red Hepburn and his pal, Hank, are riding
across country in search of Red’s missing father, when they find a gold
nugget and stake a claim. Seeing a girl and an old man battling a band
of men in the distance, they ride up in time to rout the gang and discover
that the old man. Pop Adams, has also found the gold. The men who had
attacked him and his granddaughter were a band of counterfeiters. With
the help of Tom Ellis, a U. S. agent masquerading as a surveyor. Red and
Hank round up the band and save the claim for Pop and Jenny.

WOMAN ON TRIAL, THE: Paramount drama with Pola Negri, Einar
Hanson, Arnold Kent, Andre Sarti, Baby Brock, Valentina Zimina, Sidney
Bracy, Bertram Marburg and Gayne Whitman. Directed by Mauxitz
Stiller. Length 5960. Released October 29.

TYPE AND THEME: The story is of Julie and her great love for
Pierre, a poor artist stricken with consumption, whose life she is able to
save by marrying John Morland, a wealthy man, and by sending Pierre to
a sanitarium in the Alps, where five years later, after Julie has a son, he
recovers. She is granted a divorce from Morland on the grounds of
cruelty, but Morland is so enraged because she gets the custody of the baby
that he induces Gaston, a life long friend of Julie’s to “frame” her as an
immoral woman. In the struggle she kills Gaston and is indicted for mur-
der. On the witness stand she tells the story, which is unfolded from the
beginning of the film. She is acquitted and is free to marry Pierre, who
returns for her.

82

EXHIBITORS HERALD

December 24, 1927

PRESS SHEETS

COME TO MY HOUSE (Fox) : Teasers on
tack cards and in the newspapers can read,
“ ‘Come to My House,’ the latch string is always
out, Olive.” " ‘Come to My House.’ Walk in
without knocking, Olive.” “ ‘Come to My House.’
You will never wear the welcome off the mat,
Olive.” “ ‘Come to My House.’ When am I
going to see you? Olive.” Suggested copy for
the florist: "When you bring flowers you may be
sure she will always &ay ‘Come to My House.”

Copy for the jeweler can read, “You will arrive
on time when you get the invitation ‘Come to

My House’ if you wear a wrist watch. And

you will always be welcome if you purchase your
gifts at. : ”

GOLDEN CLOWN, THE (Pathe) : Pull the
usual ballyhoo, such as having a clown to dis-
tribute heralds, and to stand in front “of the
theatre and cavort around while the show is in
progress. Decorate the lobby as a circus front,

and if possible have someone to do a juggling act.
If feasible have the ushers in clown costumes ;
and be sure to tieup with banks, using the copy,
“Don’t be a ‘Golden Clown’ and throw your
money away. We can show you how to make
money by saving it.” For those who can afford
a band, a jazz prologue would be appropriate.

LOVE MART, THE (First National) : Arrange
with a women’s page editor to compare, in a
series of a(tieles, the old marriage methods with
those of the present day. In this picture Gilbert
Rowland buys Billie Dove from the auction block.
The subject of these newspaper articles would
show that most marriages, or many of them, are
now abo made for a monetary consideration.
Base all advertising and exploitation on the slave
mart idea. Have a costume contest, offering
prizes to the best “Mardi Gras” outfit, the win-
ner to be decided by the greatest amount of
applause. Try and sell the idea of running a
“Billie Dove Love Mart” column in the local
paper. Lovelorn columns always create interest.

PRIVATE LIFE OF HELEN OF TROY, THE

(First National) : A traffic sign for this produc-
tion could read “Slow Up 1 If you want speed,
see ‘The Private Life of Helen of Troy’ now

playing at the theatre.” For the lobby.

have stones with a few Greek letters chiselled on
them, with explanatory cards reading, “This is
how they sent love letters in the old days. For
thcee who can not understand French, they were
written in Greek. — For those who don’t under-
stand Greek, you can get the inside dope of this
inside the theatre.” Tieup with the book stores,
and be sure to mention the author of this story,
John Erskine, who is a teacher of English at
Columbia University. The book was a best-seller.

TEA FOR THREE (M-G-M) : Print auction
bridge score cards with ads on the reverse side,
and give these out during the showing of the pic-
ture. A tricky change in the title can be used by
printing it as “T-4-3 and a novelty “T” puzzle
is suggested. There is a “Tea For Three” cross
word puzzle, and some rules on "makeup” for
women, by Aileen Pringle, who stars in the pic-
ture opposite Lew Cody. Have a matinee tea or
bridge party, and if possible, combine the two.
Invite some particular organization and have the
affair in the lobby, foyer, or women’s lounge. A
good topic for a newspaper contest is “Should a
wife continue masculine friendships after mar-
riage?”

TWO FLAMING YOUTHS (Paramount) : Pub-
licity still 2/12a belongs in a florist’s window:
stills 96. 80 and 113 would fit into a display of
musical saws ; and still 27 will make a humorous
display in connection with boxing gloves. In a
toy store exhibit, insert card with this copy, “Boys

will be boys when you give them .toys.

They, and you too, will enjoy the show at the

this week. W. C. Fields and Chester

Conklin in 'Two Flaming Youths’.” Drug store
window displays of tonics can carry this copy —
“Want to regain your pep and energy? Try any

of these or go to the theatre and enjoy

•a few laughs with Chester Conklin and W. C.
Fields, who are playing in ‘Two Flaming Youths’.”

WARNING, THE (Columbia): “Turn your lobby
into a Chinese temple. — For a stage presentation
use a Chinese set,” are suggestions offered by
this press sheet. Tieup with merchants selling
Orintal products ; and a real worth-while tieup
with the library can be effected. In your lobby
you might arrange a large bulletin board or
blackboard with "The Warning” printed in large
letters upon it. Below this give the daily weather
forecast.

ON TO RENO (Pathe) : Marie Prevost stars
in this film. Print a throwaway in the form of
a decree of divorce (which you may obtain from
any lawyer), displaying the title, name of
theatre and dates. On the other side of this may
be printed a time table of the trains leaving in
the general direction of Reno. Tieup with
women’s clothes shops for a display on "Grass
Widow’s Weeds,” which should be the snappiest,
most colorful frocks in the house. Stir up a
discussion on the question “Should Men Receive
Alimony?” This should make a good newspaper
feature story. Have a novelty shop get out a
“Divorce Ring” to take the place of the wedding
ring.

WARNING!

To Exhibitors & Exchanges

NOTICE IS HEREBY GIVEN THAT ESSANAY FILM
MANUFACTURING COMPANY will employ all legal
means to prevent infringement of its copyright of the fol-
lowing Charlie Chaplin subjects:

BURLESQUE ON CARMEN

ESSANAY CHAPLIN REVIEW

A NITE IN THE SHOW

A NITE OUT

HIS NEW JOB

THE BANK

THE TRAMP

SHANGHAIED

BY THE SEA

POLICE

THE CHAMPION
IN THE PARK
TRIPLE TROUBLE
A WOMAN

A JITNEY ELOPEMENT
WORK

Where the facts warrant, evidence will be presented to the
federal authorities for criminal action.

Conspiracy to violate a United States statute and wilful
violation of the copyright laws are punishable by fine and
imprisonment.

Essanay Film Manufacturing Co.

Geo. K. Spoor, President
All Correspondence to

Bland Brothers, 730 S. Wabash Ave., Chicago, 111. Only au-
thorized agents to handle these films for the entire world.

December 24, 1927

EXHIBITORS HERALD

83

AVAILABLE MUONS

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

My — Mystery

Where the picture is a comedy-drama, comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

New

Title Players Length Released Pictures

Columbia

Alias the Lone
Wolf (D).

Blood Ship. The (M)

By Whose Hand ? (MyD)
College Hero, The (CD)
Isle of Forgotten
Women (D)

Opening Night, The (D)
Sally in Our Ally (M>~

Stage Kisses (D)

Tigress, The (M)

Warning, The (M)

•Lytell-Wilson

-Bosworth-Logan

■ Cortez- Gilbert

•Agnew-Garon

.Tearle-D. Sebastian .
.Windsor-J. Bowers.-

.Mason-Alien

.Harlan-Chadwick

.Holt-Revier

.Holt-Revier

.5831...

.6843..

..5432....

-6628—

6645...

-5524...

.6892....

..6435...

..6367...

.5791...

..Aug. 22
...Aug. 10..
...Sept. 15
...Oct. 9

...Sept. 27.
...Nov. 14
...Sept. 3
...Nov. 2
—Oct. 21
...Nov. 26..

..Dec. 3

..Dec. 3

..Dec. 3

Back to Liberty

Bowery Cinderella (D)~.

Broadway Madness

Nest, The (D)

Satan and the Woman —

Stronger Will, The —

Your Wife and Mine

Excellent

Walsh-Breese

O’Malley-Hulette
De la Motte-Keith —

Frederick-Herbert

Windsor-C. Keefe —

Percy Marmont

Phyllis Haver —

FBO

. 6980.
.6900.

. 6300...
_7393...
. 6900-

.... Nov. 10
....Nov. 1
—Oct. 1
— Aug. 1
...Dec. 20

Aflame in the Sky (M)... .Luden-Lynn

Bandit’s Son, The (W)— Bob Steele

Breed of Courage (D)_. Banger

Boy Rider, The (W) Buzz Barton...

Cherokee Kid, The (W) -Tyler- Lynn „
Chicago After Midnight

.5867 Sept. 1

...Dec. 18..

.4766 Nov. 20-

.4910 Aug. 7

.4858 Oct. 23...

-4837 Oct. 30 ...

...Dec. 10
..Dec. 10

...Dec. 3
-Nov. 26

(M)

Clancy's Kosher

- - _K701_.

Sept. 17

Coney Island (D)~.

F.rda ‘Wilsrm

.Jan. 13..

.-.Dec.

5093

Dead Man's Curve (D)
Desert Pirate (W)...

— . Fairbanks, Jr

KK1 1

.. -Jan. 15..

Dec.

—Tom Tylor__

4764

Driftin’ Sands (W)

.-.Bob Steele ....

4770..

Jan. 1

Flying U Ranch,

The (W) „. .

Tom Tyler..

4913..

— Sept. 4

Oct. 30

Gambler’s Game,

The (W)

_Tom Tvler

Gingham Girl. The (C) Lois Wilson. .

6300..

Oct. 2... .

Great Mail Robbery,
The (M)

66ft 7

Harvester, The (D)

Orville Caldwell....

- ..7014..

—Nov. 23-

Nov. 13_

Nov.

Hook and Ladder

No. 9 (D)

Ed Hearne

624ft

In a Moment of
Temptation (M)

— Kit Guard

5665

Jake the Plumber (Cl—Jesse Da Voraka.

61R6

Oct. 16„

Judgment of the

Hills (D) Darro-ValH

6481 -

Legionnaires in

Paris (C)

-Cooke-Guard

Dec 27

Little Mickey Grogan
(D)

Frankie Darro ........

.6515..

Jan. 30..

Mojave Kid, The (W).„.

..Bob Steele

. 4924-

Moon of Israel (D1 ' ..

—Maria Corda.

Not for Publication (ML-Ralnh Inca

.6140

Racing Romeo (D).

Ranger of the

North (D)

-,.,4041

Oct. 9

Shanghaied (M)

.Ralph Tnf»A

- 6ftft4

19

Slingshot Kid, The (M).

...fill** Rnrt/m

-- 4RR6

South Sea Lore (D)

-Patav Ruth Mill.r

— 6388

Swith Shadow, The (D)
When the Law Rides

..Rangfpr _

. 4892

..Nov. 12
...Dec. 10

-Dec. 17

-Dec. 10

Dec. 3

Dec. 8

— Dec. 10
—Nov. 12
—Dec. 10

(W)

Tyler-Darro

Wizard of the
Saddle (W) Buzz Barton..

-Dec. 24

-Jan. 22 Dec. 24

Death Valley (W) Carroll Nye_

First Division

.5900 Oct. 1

.6760 Sept. 15

Finnegan’s Ball (C) -Mack Swain.

Love in a Cottage. Betty Compson Dec. 1

Merry Wives of Windsor-Pauline Garon Dec. 16

Polly of the Movies— Gertrude Short 6900 Nov. 1

Ragtime (D) De la Motte 6700.— Sept 1 Nov. 26

Return of Boston

Blackie (D) Glenn-Palmer ——6700 Aug. 1

Say It With Diamonds Betty Cnmptowi aonn Aug. 15

Temptations of a Shop

Girl Betty Compson Oct 16

Title

Players

Length Released

New

Pictures

First National

American Beauty (D) Billie Dove — 6333 Oct. 9 Nov. 19

Breakfast at

Sunrise (CD) Constance Talmadge. 6042 Oct 23— -Nov. 12

Camille (D) .Norma Talmadge— -8692 Sept. 4

Chaser, The (C) — — Harry Langdon Feb. 12

Crystal Cup, The (D) Mackaill-Mulhall 6380 Oct. 16 Nov. 12

Drop Kick, The (D) —Barthelmesa 6802 Sept. 26

French Dressing (D) Lois Wilson 6344 Jan. 15 -Dec. 10

Gorilla, The (My) Murray-Kelsey 7133 Nov. 13 Nov. 26

Gun Gospel (W) Ken Maynard — 6288 Nov. 6 —Dec. 17

Private Life of Helen of

Troy, The (CD) — Maria Corda 7694 Jan. 8—

Her Wild Oat (CD) Colleen Moore , ——.6118 Dec. 25

— Johnny Hines-

Home Made (C)

Life of Riley (C) Murray-Sidney

Love Mart, The Billie Dove.

( Previous title : Louisi-
ana)

Man Crazy (CD) Mackaill-Mulhall .

Noose, The (D) Barthelmess

No Place to Go (CD) Hughes-Astor

.6524 .Nov.

.6712 Sept

-7388 Dec.

...Dec. 24
Dec. 3

Nov. 26

5542 -Nov. 21

Jan. 21

—Oct. 30.
—Sept. 4

.6431...

.6214-

.6477..

-Oct 2_
..Jan. 22-

Red Raiders, The (W)— Ken Maynard

Rose of the Golden

West (D) -.Mary Astor

Sailors’ Wives (CD) .Hughes-Astor

Shepherd of the

Hills (D) .Francis-O’Day

Smile. Brother,

Smile (CD) Mulhall-Mackaill 6669 Sept. 11

Texas Steer, A (CD) Will Rogers 7419 -Dec. 4 —

Valley of the

Giants (D) Milton Sills Dec. 11—

—Nov. 26
—Dec. 10
Nov. 12

Nov. 19

Dec. 24

.8188 Jan. 1 Dec. 3

-Dec. 8

..Dec. 24

Fox

Arizona Wildcat,
The <W)..

Blackjack (W)

Blood Will Tell (W)

Branded Sombrero, The

♦Cameo Kirby (D) —

Chain Lightning (W)

Come to My House

(CD)

East Side, West

Side (D)—

$5,000 Reward (W)

Gay Retreat, The (C) —
Girl in Every Port,

A (CD)

High School Hero (C) —

Holiday Lane

♦Honor First (D) —

Joy Girl, The (CD)

Ladies Must Dress (CD).
Loves of Carmen (D) —

Paid to Love (D)

Pajamas (CD)

.Tom Mix —4665 Nov.

Buck Jones 4777 Sept,

Buck Jones ————4556 Nov.

.Buck Jones — 4612 Jan.

John Gilbert 6078 Aug.

Buck Jones —5333 Aug.

20 Nov. 19

. 25

13 Nov. 12

8

28

14

Olive Borden 4300 Dec. 25

.8154..

-Oct.

O’Brien-Valli

'Tom Mix 5000 Jan.

..Cohen-McNamara 5524 Sept.

Victor McLaglen Jan.

"Phipps-Stuart - 5515 Oct.

’John Gilbert

Olive Borden

Virginia Valll

McLaglen-Del Rio—

O’Brlen-Valli

’ Borden-Gray

Publicity Madness (CD).

Seventh Heaven (R)

♦Shame (M)

Sharp Shooters —

Silk Legs (CD)

Silver Valley (W)

Singed (D) -

♦St. Elmo (M)

Tumbling River (W)

•Truxton King

Two Girls Wanted (CD)..
Very Confidential (CD)..
What Price Glory (CD)
Wizard, The (MyD)...

Wolf Fangs (D)

Woman Wise —

4851 Sept.

-6162 Sept.

.. 5599 Nov.

.8538 Sept.

.6898 Aug.

-6876 Oct.

Moran-Lowe 5893 Oct.

Farrell-Gay nor —10726 Oct.

'John Gilbert 5467 .Nov.

.O’Brien-Moran Jan.

Madge Bellamy . — 5446 Dec.

.Tom Mix 6009 Oct.

.Baxter-Sweet , 5792— -Aug.

John Gilbert 4948 Oct.

.Tom Mix-Dwan 4676 Aug.

4299 Oct.

Janet Gaynor — 6293 Sept.

.Madge Bellamy 6620 Nov.

..McLaglen-Lowe 11109 — Aug.

.Lowe-Hyams 5629 Dec.

..Thunder (dog) 5531 Nov.

..Russell-Collyer - 5050 Jan.

Gotham

9

15

25

29

16
22

, 18
18

20 Nov. 19

4

4

23

. 2
30

27 Nov. 26

15

18

2 Dec. 17

21
9

21

30
11

6 Nov. 12

28
11
27
8

..Mae Busch

Claire Windsor _
.Graves-Olmsted ..
. Percy Marmont

Bare Knees (D)

Blondes by Choice (C) —

Cheer Leader, The (CD).,

’Frisco Nights (D) — „...

Previous title : Fruit
of Divorce

Girl from Rio, The (D)-Carmel Myers
Rose of Kildare,

The (D) —

Satin Woman, The (D).„

United States Smith (D).

-6000 Feb. 1

...6987 Oct. 1

—5800 .Nov. 15

1 Dec. 10

— 6200 Dec.

— 6960 Sept. 1 Nov. 26

Helene Chadwick 6700 Aug.

Mrs. Wallace Reid 6760 Aug.

AH Star Cast , 7000 Jan.

Metro-Goldwyn-Mayer

Adam and Evil (CD) Cody-Prlngle ..... — — — -6667 Aug.

Adventurer, The (W) Tim McCoy — 4709 Dec.

After Midnight (D) Shearer-Gray 6312 Aug.

Annie Laurie (D). Lillian Gish - 8730 Sept.

Becky (CD) Sally O’Neil 6489 .Nov.

Ben Hur (M) Ramon Novarro 12000 Oct.

Big City (D) — Lon Chaney.

Big Parade, The (M)— Gilbert-Adoree - 12560 Sept.

Body and Soul (D) Kerry-L. Barrymore —5902— .Oct.

Bridal Night, The (D).... Norma Shearer — —Dee.

16 .Nov. 19

1 Nov. 19

27

10

20

17

12— Nov. 26

8 Nov. 12

10

1 Nov. 26

81

84

December 24, 1927

Title

Players

E X H I B I TO RS HERALD

New

Length Released Pictures

Title

Players

New

Length Released Picture*

Bogle Call, The (D) Jackie Coogan ______5821 Aug. 6

Buttons (CD) .Jackie Coogan 6050 Dec. 24

Certain Young Man

A (D) — Novarro-Adore* — Sept. 24

Cossack, The (D)._ John Gilbert.

Dirine Woman, The (D)..Garbo-Hanson _...Jan 14

Fair Co-ed, The (CD) Marion Davies 6408 Oct. 15 Nov. 19

Foreign Devils (W) Tim McCoy 4668 Sept. 8

Garden of Allah,

The (D) Terry-Petrovltch 8156 Nov. 5 Nov. 19

His Night (D) __Novarro-Adoree ■ Jan. 7

In Old Kentucky (D) J. Murray-H. Costello 6646 Oct. 29 Nov. 26

Law of the Range,

The (W) — .McCoy-Crawford

London After Midnight

(D) _ Lon Chaney 5687 Dec. 3 Dec. 17

Love (D) Gilbert-Garbo 7365 Jan. 2

Lovelorn, The Sally O’Neil 6110 Dee. 17

Man, Woman and

Sin (D) ..John Gilbert 6280 Nov. 19 Dec. 8

Mockery (M) _. ..Lon Chaney 6967 Aug. IS

(Previous title: Terror )

Patsy, The (CD) Marion Davies.

Quality Street (D) Marion Davies 7627 Jan. 28

Road to Romance, The

(P)

. .6681...

Sept. 24

Rose Marie

,J. Murray-Crawford.

6705...

Oct. 22

...Nov. 12

Spoilers of the West

(W) _

..6280..

Dec. 10....

....Dee. 24

Student Prince, The (R)
Tea for Three (C)

..Novarro-Shearer

.Cody-Pringle

9566..

.6273..

Jan. 25

Dec. 10....

....Dec. 24

Thirteenth Hour,

The (D)

.....5252..

Nov. 26...

Dec. 8

West Point (CD)

.Haines-Crawford

Jan. 21

Paramount

Adventure Mad (M)

Barbed Wire (D)

UFA

Negri-Brook

6951...

9879...

Mar. 31

Sept. 10

....Aug. 1

6536..

Jan. 7

Beauty Doctor, The

Chang (D)

City Gone Wild

The (M)

Adolphe Menjou —
.(Jungle Life)

6536..

5408...

Nov. 12

•Covered Wagon,

Th« <M)

7447..

Aug. 6

Feb. 18

Feel My Pulse

Fireman Save My

GH1M (fit

. Daniels-Arlen

5399..

Feb. 25

Aug. 1

Gay Defender, The (CD)
Gentlemen Prefer

6376.

Dec. 10—

...Nov. 12

Jan. 28..

—Dec. 10

Gentleman of Paris,
a (r.n>

5927..

Oct. 15

5889..

Dec. 10

Glory Girl, The (CD)

Honeymoon Hate (CD)_

...Jan. 21

-.6415..

„ .Dec. 3

...Feb. 25

Hnl> (fn)

5862

Aug. 27

Jazz Orphan, The (CD)

8656

Oct. 22

Last Command, The (D)

Jan. 21

6940.

Nov. 26

Legion of

Mar. 10

Love and Learn

. Ralston-Chandler

Mme. Pompadour (D) Moreno-D. Gish 7180 Aug. 13 .Nov. 26

Metropolis (D) Special Cant 8039 Aug. 13

Nevada (W) Cooper-Todd 6258 Sept. 10

Now We’re in

Dutch (C) ■ Reerv-Hattnn Jan. 14

Old Ironsides (D) Beery-Bancroft-Farrell-

Ralston Mar. 3

One Woman to

Another (CD) Vidor-Shotwell 4022 Sept. 24

Open Range (W) Lane Chandler 5599 Nov. 5

Partners in Crime (C) Berry-Hatton Mar. 17

Peaks of Destiny UFA Jan. 28

Pioneer Scout, The (W).. Fred Thomson Jan. 21 Dec. 10

Red Hair (CD) Bow-Rogers .Mar. 3

Road to Glory, The (D)..Jannings-Brent.

Rough Riders, The (D) Astor-Farrell 8443 Oct. 1

Running Wild (C) Fields-Brian 8368 .Aug. 20

Santa Fe Scout,

The (W) .Fred Thomson Jan. 21

Secret Hour, The (D) Negri-Hersholt 7194 Feb. 4

Serenade (D) Menjou-Wray 5209 Dec. 24

Service for Ladies (C)_Men jou-Carver 6170 Aug. 6

Shanghai Bound (D) Dix-Brian 6515 Oct. 16

She’s a Sheik (C) Bebe Daniels 6015 Nov. 12

Shootin’ Irons (W) Luden-Bronson 5179 Oct. 8

Soft Cushions (C) _MaeLean-Carol 6838 Aug. 27

Speedy (C) Harold Lloyd .Mar. 8

Spotlight, The (CD) .Ralston-Hamilton 4943 Nov. 19

Street of Sin (D) Jannings-Wray Dec. 10

Stark Love (D) Special Cast 6203 Sept. 17

Swim. Girl, Swim (CM)..Daniels-Hall 6124 Sept. 17

Tell It to Sweeney (C) Conklin-Bancroft _.6006 Sept. 24

Tillie’s Punctured Ro-
mance Fields-Conklin Fein 18

Traveling Salesman Dix-Stedman Feb. 11

Two Flaming

Youths (C) ___Fields-Conklin 5319 Dec. 17

Under the Tonto Rim Arlen-Brian Feb. 4

Underworld (M). *_Bancro£t-Brent 7453 Oct. 29

Way of All Flesh,

The (D) — Jannings-Bennett 8486 Oct. 1

We’re AH

Gamblers (D).. Meighan-Millner 5935 Sept. 3

Wife Savers (C) Beery-Hatton .... Jan. 7

Woman on Trial (D)__Pola Negri 5960 Oct. 29 Dec. 24

Pathe

Almost Human (CD). ....... Reynolds

Angel of Broadway,

The (D) — Leatrice Joy

Ballyhoo Buster (W) Buffalo Bill, Jr

Blue Danube Leatrice Joy

Border Blackbirds (WD)..Maloney-E. Gilbert

Born to Battle (W) ....Bill Cody

Chicago (M) Phyllis Haver

Combat (D) — Walsh-Adams

Country Doctor, The (D)..Schildkraut

Cowboy Cavalier (W). — Buddy Roosevelt..

Desert of the Lost,

The (W) ; — Walley Wales

Devil’s Twin, The (W) Leo Maloney

Discord (D )..... Dagover-Ekman

Dress Parade (D) _.Boyd-Love

Fighting Eagle, The (M)..La Roque-Haver....!"™™

Flying Luck (C) Monty Banks

Forbidden Woman,

5596—

...Dec. 26—

—Dec.

24

6656

_Oct. 3

Nov.

19

..Jan. 8

r eu.

6326 Aug. 28

4876., Sept. 11

5503

5100-

Oct. 23

7400..

Aug. 22

6426..

Jan. 29

4933 Dec. 18

6468 Dec. 11

8586 Nov. 20

6599...

7972

Aug. 29

6403-

The (M)... Jetta Goudal 6568 Nov. 7 Nov. 12

Girl in the Pullman,

The (C)..._ — Prevost-Ford 5867 Opt. 31 .Nov. 19

Gold from Weepah(W)....Bill Cody 4960 Nov. 20

Golden Clown, The (D) Gosta Ekman 7913 Dec. 18

‘Grandma’s Boy (C) Harold Lloyd. _4750 Dec. 11

Harp in Hock, A (D) Rudolph Schildkraut. 5990 Oct. 10 Nov. 12

His Foreign Wife (D) Edna Murphy _ 4890 Nov. 27

Hidden Aces (M) Hutchiaon-Calhoun 4620 -Aug. 7

Hoof Marks (W) Jack Donovan 4076. ......Nov. 13

Interferin’ Gent,

The (W) Buffalo Bill, Jr -4864 Aug. 21

Laddie Be Good (W) Bill Cody Jan. 1

Land of the Lawless,

The (W) Jack Padjan -4131 Dec. 26

Leopard Lady, The (M)-.Logan-Hale Jan. 23

Let ’Er Go

Gallegher! (M) Junior Coghlan Jan. 16

Main Event, The (D) Reynolds-Delaney 6472 Nov. 18 Nov. 19

My Friend from

India (F) Pangborn-Fair 5750 Dec. 19 Dec. 24

Obligin’ Buckaroo,

The (W).._ Buffalo Bill, Jr 4575 Oct. 16

On to Reno (D) Prevost-Landis Jan. 2

Perfect Gentleman,

A (C) Monty Banks 6626 Jan. 16

Phantom Buster, ..

The (W) -.Roosevelt-Rayford 5000 Aug. 14

Pieces of China (Travel in China) 6000 Aug. 7

Ride ’Em High (W) Buddy Roosevelt. 4542- Oct. 9

Roarin’ Broncs (W) —Buffalo Bill, Jr — 4375 Nov. 27

Rush Hour, The (C) Prevost-Ford 5880 Dec. 12

Stand and Deliver Rod La Rocque. - Mar. 12

Soda-Water Cowboy,

The (W) Walley Wales 4546 Sept. 25

Turkish Delight (C) Schildkraut- Faye 5397 Nov. 11

Walking Back (M ) .... .Vera Reynolds — Mar. 26

What Price Beauty

(CD) Nita Naldi Jan. 22

White Pebbles (WD) Walley Wales — 4485 Sept. 4

Wise Wife, The (C).._ Haver-T. Moore— 6610 Oct. 24 Nov. 19

Wreck of the Hesperus,

The (M) Hale-De Grasse. Oct. 81

Rayart

Casey Jones (CD) Price-Lewis

Heart of Broadway,

The (D) Garon-Agnew

Heroes in Blue (M) Bowers- Rand

Law and the Man,

The (D) Santschi-Brockwell

On the Stroke of

Twelve (M) D. Torrence

Wanderer of the

West, A (W) Tex Maynard —

Wild Born (W) Tex Maynard

Jan.

Jan.

Nov.

Dec.

Nov.

Nov.

Dec.

Sterling

Burning Up Broadway

(D) H. Costello-R. Frazer. —

Marry the Girl (CD) •• —

Outcast Souls (D) Lewis-Bonner

Pretty Clothes (D) — J. Ralston-Walker ..... ...

Stranded (D) Mason-Wm. Collier, Jr..

.5400...

.5500...

...Jan. 30 Dec. 3

".Dec. 16-. Nov. 12

—Oct. 15
-Aug. 15

Slrl from Gay Paree,

The (F)

faun ted Ship,

The ~

Tiffany-Stahl

.ightning (W)

Jight Life (CD)

)nce and Forever (D)
Streets of Shanghai
(RD)

Vild Geese (D)

Woman Against the
World (D)

Women’s Wares (D) —

Back to God’s

Country (D)

Border Cavalier,

The (W)

Buck Privates

...6233..

.Sept. 16.

Nov. 19

...4753..

Dec. 1

— .T. Ralston-R. Fraser

...6049..

Sept. 1

-.6235-

Dec. 8

6639..

-...Nov* 12

Dec. 15

... 6448.

Nov. 15-

Dec. 24

Jan. 1

...6614..

Oct. 1.

...Nov. 12

Universal

4259.

Jan. 1

l Hersholt-Marlowe

...6869..

Jan. 22

Adoree-Frazier

-.5751-

Sept. 4—

...Nov. 12

..Humes-Pierce
_Lya De Putti

—4427..

..Sept. 18
..Nov. 6

Call of the Heart,

The (W) Dynamite Jan. 29

Cat and the Canary,

The (My) La Plante — 7790 Sept. 11 Dec. 17

December 24, 1927

EXHIBITORS HERALD

85

Title

Players

New

Length Released Pictures

Title

Players

New

Length Released Pictures

Cheating Cheaters (C) —
Chinese Parrot, The

(MyD)

Clean Up Man, The

<W)

Cohens and Kellys

in Paris (C) — —

Desert Dust (W)

Fangs of Destiny (W)....
Fearless Rider, The

(W) —

Finders Keepers (CD) —

Foreign Legion (D)

Galloping Fury (W)

Hero for the Night, A—

Hey, Rube —

Irresistible Lover,

The (CD)

Jazz Mad (D)

Les Miserables (M)

Lone Eagle, The.

.Compson-Harland

.Nixon-Turner

Ted Wells

Sidney

Ted Wells
Dynamite ..

Fred Humes

Laura La Plante
Kerry-Stone.

Hoot Gibson

Tryon-Miller

Hoot Gibson.

Man Who Laughs, The..

Man’s Past, A (D)

On Your Toes (C) —

One Glorious Scrap

Out All Night (C)

Painted Ponies (W)

Rawhide Kid, (W)

Silk Stockings

Sky High Saunders

Small Bachelor, The (C).
Straight Shootin’ (W) —

That’s My Daddy (C)

Thirteenth Jnror,

The (D)

Kerry-Moran

Hersholt-Nixon

Gabrio-Toulont

Kent-Keane —

Veidt-Philbin.

Veidt-Kent —

Denny-Worth

Humes-Holmes

Denny-Nixon

Hoot Gibson

Hoot Gibson

Laura LaPlante ....

A1 Wilson

Beranger-Kent

Wells

Denny-Kent

13 Washington Square..

Three Miles Up

Wild Beauty (CD)

Wild Blood

Wolf’s Trail

.Bushman-Nilsson ..
.Jean Hersholt.

. A1 Wilson

.Rex

,Rex.

Dynamite, the dog..

.6623-

Oct. 9—

Nov. 26

7304

Ort. 23

Nov. 26

. 4232—

—Dec. 18

..4349...

Dec. 18..

...Dec. 17

.3295—

....Dec. 4

Jan. 16

Feb. 6

5503 Nov. 20 Dec. 24

.5711..

Dec. 18

..6958..

...Dec. 17

..7713..

Oct. 23

..5862..

. 6135.

Dec. 25...

„ 5918..

Nov. 27

..4122-

Nov. 20....

...Dec. 17

..6170..

..5416..

Sept. 4

. 6166..

.4393..

.6305..

-4259..

Oct. 16

5598 _Nov. 13 Dec. 3

.4041 Sept. 4

..5192..

—Nov. 27—

..4167..

Oct. 2

United Artists

Circus, The Charlie Chaplin

College (C) Keaton-Cornwall 5900 Sept. 10

Devil Dancer, The Gilda Gray

Douglas Fairbanks as

the Gaucho Fairbanks

Dove, The (M) __Norma Talmadge Jan.

Drums of Love Mary Philbin Jan.

Garden of Eden, The — C. Griffith-Ray Nov.

Magic Flame, The (M) Colman-Banky 8550 —

My Best Girl (M) Mary Pickford

Ramona (D) ... Del Rio

Sadie Thompson —Gloria Swanson

Sorrell and Son Warner-Nilsson

Tempest (M) John Barrymore _

Warner Brothers

Across the Atlantic Blue-Murphy -

Beware of Married

Men _.... ...—.Irene Rich 5421...

Brass Knuckles (D) Blue-Bronson —6330.

Ginsberg the Great Jessel-Ferris -

Bush Leaguer, The

(CD) Monte Blue 6281

City of Sin, The Loy-Miljan-Wong

Desired Woman, The

(M) Irene Rich 6408. —

Dog of the Regiment,

A (M) Rin Tin Tin 5003. —

First Auto, The Oldfield-Miller - 6767—

Fortune Hunter,

The (C) Syd Chaplin 6639-

Girl from Chicago,

The (M) — Nagel-Loy 5978—

Ginsberg the Great (C) Jessel 5390—,

Glorious Betsy —Dolores Costello.

Good Time Charley (D) Oland-H. Costello — 6302-

Ham and Eggs at the

Front (C) Wilson-H. Conklin 5613-

Husbands for Rent All Star — 5200—

If I Were Single McAvoy-Nagel 6230-

Jaws of Steel (D) Rin-Tin-Tin 5569-

Jazz Singer, The A1 Jolson - -

Lion and the Mouse, The McAvoy-L. Barrymore

Little Snob, The May McAvoy

Missing Link, The (C Syd Chaplin 6485. —

Old San Francisco (M) D. Costello-Oland 7961—

One Round Hogan (M) Monte Blue — 6357-

Powder My Back (C) Rich-Ferris —

Race for Life Rin-Tin-Tin

Reno Divorce, A (D) May McAvoy . — — 5492—

Rinty of the Desert Rin Tin Tin-Ferris-Nye

Sailor Izzy Murphy (F)..„ George Jessel 6295-

Sailor’s Sweetheart,

A (C) Fazenda-C. Cook 5685-

Silver Slave, The (D) Rich-Ferris 6124—

Slightly Used McAvoy-Nagel 6412-

Tenderloin — .. Dolores Costello

When a Man Loves (R).. Barrymore-D. Costello —10081..

..Sept. 24

..Nov.

..Jan.

..Dec.

..Nov.

..Dec.

...Feb. 25

...Jan. 14
..Dec. 3
...Sept. 10

..Aug. 20

..Aug. 27

..Oct. 29
...Sept. 18

...Nov. 7

...Nov. 5
—Nov. 26

...Nov. 12

...Dec. 24
...Dec. 31
...Dec. 17
...Sept. 17

-Feb. 11
..Aug. 7
...Sept. 4
-Sept. 17
—Mar. 10
..Jan. 28
...Oct. 22

...Oct. 8

...Sept. 24
—Nov. 9
...Sept, 3

.Aug. 21

Start the New Year Right

You want something, and we’ll get it for you. Through the “ Classified ” section of the HERALD
this publication has placed many a man and it has benefited many an exhibitor through this service.

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86

EXHIBITORS HERALD

December 24, 1927

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Those Bullheads

WAYNE, NEB. — To the Editor: En-
closed please find check covering two years’
subscription to the Herald. I received a
letter from J. C. telling me my subscription
would expire before he could get here, and
I do not want to miss a single number
so decided to send in the check.

Old J. C. is just like the migrating
flocks. He moves south during the cold
winter months, and after he gets where
it is warm he sneaks out and goes fishing,
but I have never heard of him catching
many fish. The only time he ever had the
nerve to go where fish were, was the time

he and that Jewish rabbi went out to
Salmon, Idaho. Then they went just when
Philip was sick in bed, and both cried be-
cause neither one knew how to ANGLE.
Then, too, it’s a good thing he goes
South, because he could never get that
old mud wagon, Marie, started up here in
the winter weather.

Ask J. C. if the enclosed picture looks
like BULLHEADS. These five bronze
backs were taken just a few miles from
Neligh, they weighed twenty and a quarter
pounds, and old J. C. never even knew
they were there. My advice is keep
H. E. N. out to Hollywood, and don’t let
that GOM of J. C. ever go near, as he
changes the name of his car too often
already. What would he do if he ever
got out there?

Now that Cal has decided definitely not
to run in 1928, keep your eye on J. C.’s
column, or the Herald is liable to get into
politics, and some other trade paper might
start a column, causing more competition.
— E. E. Galley, Crystal theatre, Wayne,
Neb.

A Lowdown on Pictures

UNION CITY, IND.— To the Editor:
Here I am again with rambling report and
criticism. It is much easier to be a critic
than perfect — no critic is any ways near
perfect.

The other day a little sawed off fellow
came walking in on me and the first thing
he did was accuse me of being an out of
date theatre man (maybe he was right)
as I did not take the Herald. He is some
times referred to as Old Man Jenkins or
Grandpa. Some of these fellows are ac-
cusing him wrongly.

For criticism, take my complaint on
Service Talks about “Hula” and “Lost at
the Front.” I made no report nor did I

take Service Talks as a review of how it
would get over or flop as I don’t consider
no reports from that point. Service Talks
said “Hula” was a mistake and something
of “Lost at the Front” as being full of
smut. J. C. also seems to think a lot of
pictures have too much smut. I once
played a picture that was reported as bad,
so I invited two ministers to see it. One
of them said, “You and I both know some
people that in a conversation will find
something in everything said to run into
something smutty or make a smutty remark
on things that are not intended to refer to
remarks made.” He said a fellow like that
would of seen something to refer to or
would of seen some dirty parts in the pic-
ture. He also said to me it was a wonder-
ful lesson and that he did not think the
scenes should of been taken from the pic-
ture— this same picture had a lot of re-
marks and complaints made by several ex-
hibitors in the Herald.

When a lot of exhibitors are croaking
about censorship and pointing out that we
need one what can you expect from a lot
of fanatics? There, that’s that.

Then I read a report in which one fel-
low said, “The Gay Retreat” was terrible.
He must of had an off night or something
else is wrong. “The Gay Retreat” caused
more laughter than “Cohens and Kellys,”
“Lost at the Front,’ “Behind the Front,”
“We’re in the Navy Now,” or most any
high priced picture I ever played. And
another time a report said about “Tell It
to Sweeney,” “Sorry, better play and leave
it on shelf. Worse than “Now We’re in the
Air,” leaving or trying to leave the im-
pression they are both bad. In my town
they both went good. They never break
the doors down trying to get in but they
came as good as most or better than most
Then a fellow sends in a report on “Tun-
ney- Dempsey Fight” and just because he
is a Dempsey man sends in a report that
Tunney was running all over the ring. To
those who have not seen the picture and
to the one sending this report he must of
got this report over the radio as I had the
same impression until I saw the picture.
Dempsey’s back was against the ropes 37
times, Tunney’s five by actual count. You
can’t get back what you lost by such a re-
port unless we both bet on Tunney next
time. It’s a sorry case but Dempsey is
gone to a better boxer.

This will probably hold me for a while
and I will send a random report on pic-
tures played at Union City, Ind. Prob-
ably has nothing to do in Texas, New
York, or California. I might add that I
have had the best business as to gross this
year I ever have had in the eight years I
have been in the theatre business or game.

Flop

La Boheme Special Delivery

Diplomacy The Potters

Sorrows of Satan Fine Manners

A Social Celebrity Covered Wagon

Part Time Wife Chang

Blondes or Brunettes Camille

Long Pants One Woman to Another

New York Shootin’ Irons

Knockout Riley Metropolis

Wedding Bills Rough Riders

Cabaret Running Wild

Hotel Imperial Barbed Wire

(Picture good.)

Fair

Casey at the Bat
Telephone Girl
Blind Alleys
See You in Jail
Broadway Nights
Babe Comes Home
Tender Hour
God Gave Me Twenty
Cents

Drums of Desert
Venus of Venice
Children of Divorce
Ten Modern Com-
mandments
Quicksands
Tumbling River

You Never Know
Women

Masked Woman
Mismates
Let It Rain
Prince of Tempters
Perfect Sap
Canadian
London
Sea Tiger

Winning of Barbara
Worth

Everybody’s Acting
Strong Man
Mysterious Rider

A Kiss in a Taxi
Rough House Rosie
Tiptoes
Sunset Derby
Ladies at Play

Shanghai Bound
Tell It to Sweeney
Jesse James
Singed
Paid to Live

McFadden’s Flats
Fashions for Women
It

Arizona Bound
Affair of the Follies
Orchids and Ermine
Framed

Big

Beau Geste
Lost at the Front
What Price Glory
Stark Love
Convoy
Hula

Red Raiders

Fireman Save My Child Stolen Bride

Good

A Lunatic at Large
Notorious Lady
Overland Stage
Man of the Forest
All Aboard
Paradise for Two
Silent Lover
Somewhere In Sonora
Three Hours
Senorita

Now We’i

Rolled Stockings
Last Outlaw
Man Power
Land Beyond the Law
Prince of Headwaiters
Devils Saddle
Gay Retreat
7 th Heaven

(This is one of the best
pictures I ever played.)
in The Air

I don’t know why “Chang,” “Camille,”
“Rough Riders” and “Barbed Wire”
flopped. They are all good. Norma Tal-
madge has lost her drawing power. I think
it is a good thing she is joining the old
peoples home, and fewer pictures. She can
quit as far as I am concerned.

I can think of a lot to say. Maybe I
have said too much now. Maybe J. C. will
tell you he was here and maybe he won’t,
maybe he don’t want it known he was in
Indiana when he thought he was in Ohio.

Anyway you will find him and Marie
quite a genial fellow. We took him and
Marie to Winchester and left them in care
of W. H. Brenner of the Cozy theatre.
Have not heard from him since.

Marie was still able to go a little, but
I wanted him to ride with me in my Billie
Dove. He said if he had a real car he
would call it Billie. — R. S. Wenger, Union
City, Ind.

Others Don’t Agree, Mr. Cohen

PORTLAND, ORE. — To the Editor:
The Exhibitors Herald method of com-
puting “Box Office Value” is the most
ridiculous that could be conceived by man.
The house record is always made in a year
of good business, and the top business done
on the very best picture in a year of poor
business very likely will be hardly 50 per
cent of this record, and yet that 50 per
cent may be 100 per cent above the aver-
age business done throughout the year.
With us, for instance, what we consider
very satisfactory business this year is about
40 per cent of our record, and average
business has been about 22 per cent of the
record. And yet any picture that does 40
per cent should be credited with about 95
or 100, but under the Herald system
would show as only 40.

For a house that has been open only
that year will show consistently from 80
to 100, while the house that has -been open
many years will probably be reporting
around 20 to 50. And yet these reports
are stacked up on the same page one above
the other, and to the exhibitor they mean
absolutely nothing.

Any basis of computation must be based
on the business done the week or day the
picture reported on is run compared to the
average business done in that period and
in the immediately preceding and immedi-
ately succeeding corresponding period of
the week or month preceding and succeed-
ing. Then your reports on the same pic-
ture will not be so apt to vary from 20 to
100 from different exhibitors. They will be
based on business done in periods of very
similar general business conditions, and
they might really be a means of measuring
the relative value of pictures to the aver-
age exhibitor. — D. Sales Cohen, Jr., Port-
land, Ore.

December 24, 1927

EXHIBITORS HERALD

87

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized N ational Classified Advertising

1

Medium

Help Wanted

EXPERIENCED MOTION PICTURE MAN
If you are experienced in writing educational
and commercial film scenarios, have a gift of
humor necessary in title writing, can assist in di-
recting these types of pictures, experienced in cut-
ting and assembling negatives both 35 and 16
millimeter, and are desirous of connecting with
one of the oldest producers in this class field,
state qualifications and experience fully in first
letter. Address to Mr. Howe, 311 S. Sarah St.,
St. Louis, Mo.

Theatre for Lease

THEATRE FOR LEASE — New modern brick
500 seat house, fully equipped, in Illinois town of
1,500. Just acquired Sunday shows making it a
7 day town. Owner taking rest account of ill
health. For full particulars address Box 227 Ex-
hibitors Herald, 407 S. Dearborn St., Chicago, 111.

For Sale

FOR SALE — Reproduco Organ, in first class
condition. Will sell for fourth of original price.
Address Opera House, Tell City, Indiana.

FOR SALE — Late Universal Motion Picture
Camera, five lenses, turrett head, tripod, leather
carrying case. Used only three months. Address
W. B. Crooks, Majestic Theatre, Benicia, Cali-
fornia.

A REPRODUCO organ, slightly used, 25 rolls.
One half price. Address Liberty Theatre, Dela-
van, Illinois.

FOR SALE— CIRCUS BLEACHER SEATS,
always a few hundred sections on hand. Five
to ten tiers high. New and used. Can be used
out or indoors. Made by experienced circus peo-
ple. We also rent Seats for all purposes. Penn
Bleacher Seat Co., Inc., 1207 West Thompson
St., Philadelphia, Pa.

Theatre For Sale

BRICK BUILDING and equipment, population
1,700, seats over 600, the only show in town, a
good Sunday town, will take one half cash, bal-
ance to suit buyer. Write F. W. Hughes, Scam-
mon Kansas.

THEATRE for sale, city of 1,500, summer
population 10,000. 225 seats. Only theatre doing

fine business. Reasons for selling. Write for par-
ticulars to WA-PA-CO Theatre, Watervliet, Michi-
gan.

Theatre Wanted

WANTED TO LEASE — Theatre in good town
under 10,000 population. State all in first letter.
Address Box 224, Exhibitors Herald, 407 S.
Dearborn St., Chicago, Illinois.

Stationery

NEARGRAVUREMBOSO Process printed sta-
tionery, distinctive, special 250 letterheads and
envelopes type embossed $5.55 cash, postpaid.
Samples. Address Sollidays, Knox, Indiana.

Position Wanted

OPERATOR — wishes steady position with a re-
liable house, 18 years experience. Married, reli-
able, best of references. Address Fred T. Walker,
6247 Blackstone St., Chicago, 111.

MANAGER — Real showman with 15 years actual
experience as buyer, booker, publicity and general
management. Age 33. Just disposed own house,
desire to connect with reputable house. Address
Box 226 Exhibitors Herald, 407 S. Dearborn St.,
Chicago, 111.

THEATRE ORGANIST— Experienced on all
makes. Go any place. Mabel Young, Plaza Hotel,
North Ave. and North Clark St., Room 212-B,
Chicago, 111.

ORGANISTS thoroughly trained and experi-
enced in theatre work. Men and women now
ready for good positions. Union or nonunion.
Write salary and other data. Address, Chicago
Musical College, 64 E. Van Buren, Chicago.

Young lady with eight years stenographic and
general office experience in Film exchange, wishes
position in Chicago as manager or district man-
agers secretary. Address Box 225, Exhibitors
Herald, 407 S. Dearborn St., Chicago, Illinois.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new Reproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complete list.
2,100 chain theatres operating from 2 to 150 thea-

tres @ $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company.
12-14 E. Ninth Street, Chicago, Illinois.

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

HIGH GRADE, GUARANTEED USED
EQUIPMENT at very reasonable prices. All
makes of motion picture machinery such as Sim-
plex, Powers, Motiograph projectors. Powers high
intensity arc lamps, compensators of all kinds,
motors, and Mazda regulators. Also first class
overhauling done on all kinds of motion picture
equipment. An inquiry will bring a prompt quota-
tion. It pays to investigate. Address Joseph
Spratler, 12-14 E. 9th St., Chicago, 111.

BARGAINS — Pre-Inventory Sale — Bargains. We
have a very excessive stock accumulated in our
warehouse of theatrical equipment which must be
reduced, consisting of rebuilt projectors and gen-
erators, upholstered and veneered theatre chairs
in new and used, and other equipment. This
equipment must be disposed of before the first of
the year at very reasonable prices in order to
reduce our inventory. Write us your needs. Ad-
dress Illinois Theatre Equipment Co., 12-14 E.
9th St., Chicago, 111.

THEATRE Equipment bargains. Anything you
need, we have it. Big savings. Send for litera-
ture. Address Western Motion Picture Co., Dan-
ville, Illinois.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
ete. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

88

EXHIBITORS HERALD

December 24, 1927

BOX OFFICE TICKER

°lhe HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Ben Hur (MGM) 95.83%

No Man's Gold (Fox) 79.72%

The Iron Horse (Fox) 78.61%

The Mysterious Rider (Par) 77.70%

Laddie (FBO) 76.80%

Irene (FN) - - 76.75%

Chip of the Flying U (U) 75.60 /0

The Great K. & A. Train Robbery (Fox) ....74 80%

Rookies (MGM) 74.55%

Keeper of the Bees (FBO) 74.33%

The Cohens and Kellys (U) 74.28 %

Tell It to the Marines (MGM) 74.20 %

The Vanishing American (Par) 73.95%

Naughty but Nice (FN) 73.28%

The Winning of Barbara Worth (UA) 72.69%

The Calgary Stampede (U) - 72.54%

Hills of Kentucky (WB) 72.46%

Hie Last Trail (Fox) - 72.40%

The Phantom of the Opera (U) 71.90 %

Arizona Sweepstakes (U) - 71.42%

The Magic Garden (FBO) 71.34%

Tillie the Toiler (MGM) 71.14%

The Volga Boatman (PDC) 70.68%

The Gorilla Hunt (FBO) 70 64%

Johnny Get Your Hair Cut (MGM) 69 64%

The Bat (UA) 69.47%

Slide, Kelly, Slide (MGM) 68 97%

The Gentle Cyclone (U) 68.81%

It (Par) 63.52%

Ella Cinders (FN) 68 46%

The Sea Beast (WB).... 68.45%

The Son of the Sheik (UA) 68.09%

Children of Divorce (Par) 68.00%

Don Mike (FBO) 67 95%

Tarzan and the Golden Lion (FBO) 67.80%

The Man on the Box (WB) - — 67.70%

Mr. Wu (MGM) ~ 67.70%

The Tough Guy (FBO) 67.68%

The Scarlet West (FN) 67.40%

Man of the Forest (Par) 67.17%

The Kid Brother (Par) 66 90%

The Last Frontier (PDC) 66.78%

The Midnight Kiss (Fox) 66.70%

The Four Horsemen (MGM) 66.50%

The Campus Flirt (Par) 66.41%

Flesh and the Devil (MGM) 66 25 %

'Hie Phantom Bullet (U) 66.23%

The Quarterback (Par) 63.05%

The Black Pirate (UA) 66.01%

Senor Daredevil (FN) 65.88%

Casey at the Bat (Par) 65.81%

Babe Comes Home (FN) 65.72%

The Unknown Cavalier (FN) 65.66%

Three Bad Men (Fox) 65 60%

Let's Get Married (Par) 65 00%

The Devil Horse (P) 64 82%

Desert Gold (Par) 64 81%

The Limited Mail (WB) 64 70%

McFadden's Flats (FN) 6163%

Sea Horses (Par) 64.63%

His Secretary (MGM) 64.50%

Across the Pacific (WB) 6 1.06%

For Heaven's Sake (Par) 64.00%

The Night Cry (WB).. 63 90%

Corporal Kate (PDC) 63 83%

Up in Mabel’s Room (PDC) 63.81%

We're in the Navy Now (Par) 63.70%

Frisco Sally Levy (MGM) 63 45%

Skinner's Dress Suit (U) 63.42%

Hands Across the Border (FBO) 63.40%

Canyon of Light (Fox) 63.16%

The Overland Stage (FN) 63.03%

Land Beyond the Law (FN) 63.00%

While London Sleeps (WB) 63.00%

The Man in the Saddle (U) 62.85%

Little Annie Rooney (UA) 62 83%

Tin Hats (MGM) 62.82%

Lone Hand Saunders (FBO) 62.71%

Brown of Harvard (MGM) 61.96%

The Scarlet Letter (MGM) - 61.94%

Heaven on Earth (MGM) 61.91%

A Regular Scout (FBO) 61.36%

War Paint (MGM) 61.17%

Tony Runs Wild (Fox) 60 94%

The Two Gun Man (FBO) 60 85%

His People (U) 60.70%

California Straight Ahead (U) 60.63%

Sweet Daddies (FN) 60.55%

Twinkletoes (FN) 60 50%

Behind the Front (Par) 60.35%

Tramp, Tramp, Tramp (FN) 60.06%

The Buckaroo Kid (U) 60.05%

The Fire Brigade (MGM) 60.00%

Clash of the Wolves (WB) 59.93%

The Understanding Heart (MGM) 59.88%

The Masquerade Bandit (FBO) 59.72%

The Waning Sex (MGM) 59.51%

The Teaser (U) 59.50%

Orchids and Ermine (FN) 59.46%

Son of His Father (Par) 59.40%

The Flaming Forest (MGM) 59.32%

That’s My Baby (Par) 59.00 %

The Flaming Frontier (U) 58 96%

Under Western Skies (U) 58.83%

The Wilderness Woman (FN) 58.64%

The Denver Dude (U) 58.43%

Wild to Go (FBO) 58.33%

Sally, Irene and Mary (MGM) 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

Rolling Home (U) 57.75%

Paradise (FN) 57.50-%

The Red Mill (MGM) 57.35%

The Dark Angel (FN) 57.14%

Desert Valley (Fox) 57.00°%

Private Izzy Murphy (WB) 57.00%

The Eagle (UA) 56.90%

Stella Dallas (UA) 56.93%

The Flying Horseman (Fox) 56.85%

Knockout Riley (Par) 56.80°%

The Temptress (MGM) 56.73%

Old Clothes (MGM) 56.69°%

Let It Rain (Par) 56.47%

Mike (MGM) 56.45%

Sally of the Sawdust (UA) 56.45°%

Men of Steel (FN) 56.36%

Blind Alleys (Par) 56.30%

Kid Boots (Par) 56.29%

Wild Justice (UA) 55.86%

The Rainmaker (Par) 55.72°%

Born to the West (Par) 55.63%

Valley of Hell (MGM) 55.60%

Forlorn River (Par) 55.57%

For Alimony Only (PDC) 55.40%

Forever After (FN) 55.27%

Mantrap (Par) 55.20%

It Must Be Love (FN) 55.18%

Winners of the Wilderness (MGM) 55.10%

The Johnstown Flood (Fox) 55.03%

The Unknown Soldier (PDC) 55.00%

What Happened to Jones (U) 54.88%

The Cowboy Cop (FBO) 54.76 %

Upstage (MGM) 5 1.56%

Hero of the Big Snows (WB) 53.90%

The Road to Mandalay (MGM) 53.90%

The Silent Rider (U) 53 75%

The Barrier (MGM) 53.70%

Red Hot Leather (U) 53.70%

California (MGM) 53.63%

Her Father Said No (FBO) 53.50%

Beverly of Graustark (MGM) 53.40%

The Runaway (Par) 53.40%

The Family Upstairs (Fox) 5 3.36%

Breed of the Sea (FBO) 53.23%

Subway Sadie (FN) 53.40%

Padlocked (Par) 52.82%

The Midnight Sun (U) 52.77%

The Palm Beach Girl (Par) -,—52.75 %

Mother (FBO) 52.72%

Sweet Rosie O'Grady (Col) 52 72%

Poker Faces (U) 52.68%

Miss Nobody (FN) 52.66%

The Return of Peter Grimm (Fox) 52.66%

Tom and His Pals (FBO) 52.40%

The Country Beyond (Fox) 52.00%

The Blue Eagle (Fox) 51.70%

Her Big Night (U) 51.65%

Prince of Pilsen (PDC) 51 60%

The Strong Man (FN) 51.46%

The Greater Glory (FN) 51.36%

Stepping Along (FN) 51.35%

The Sea Tiger (FN) 51.20%

Say It Again (Par) 51.15%

Variety (Par) 51.11%

Aloma of the South Seas (Par) 51.10%

Kosher Kitty Kelly (FBO) 51.09%

Tumbleweeds (UA) 51.07%

Spangles (UA) 51.00 0

Sparrows (UA) 50.95 %

Stranded in Paris (Par) 50.95, o

Combat (U) 50.bO/o

Eagle of the Sea (Par) 50.61%

Outside the Law (U) 50.60 \o

The Arizona Streak (FBO) 50.53%

The Still Alarm (U) 50.38%

The Wanderer (Par) 53.36%

Whispering Wires (Fox) 50.33%

Hogan’s Alley (WB) 50.25%

Mare Nostrum (MGM) 50.22%

Prisoners of the Storm (U) 50.13%

Bred in Old Kentucky (FBO) 50.00%

You Never Know Women (Par) 50.00%

The Brown Derby (FN) 49.90%

Pals in Paradise (PDC) 49.83%

The Million Dollar Handicap (PDC) 49.82%

Tin Gods (Par) 49.76%

The Show Off (Par) 49.73%

One Minute to Play (FBO) 49.66%

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40%

Love 'Em and Leave 'Em (Par) 49 31%

The Runaway Express (U) 49.25%

The Ice Flood (U) 48.66%

The Adorable Deceiver (FBO) 48.63%

Faust (MGM) 48.60%

The Music Master (Fox) 48.60%

Whispering Smith (PDC) 48.45%

The Potters (Par) 48.30 >0

Battling Butler (MGM) 48.16%

Her Honor the Governor (FBO) 48.11%

The New Commandment (FN) 48.03%

New York (Par) ..47.81%

Syncopating Sue (FN) 47.41%

The Taxi Dancer (MGM) 47.40%

Wedding Bills (Par) 47.36%

Desert's Toll (MGM) 47. c3 0

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (MGM) 47.15%

So’s Your Old Man (Par) 47.09%

Dancing Mothers (Par) 46.90 '/o

Wet Paint (Par) 46.81%

There You Are (MGM).... 46.77%

Take It from Me (U) - 46.75%

Paradise for Two (Par) 46.72%

Out of the West (FBO) 46.09%

Altars of Desire (MGM) 45.69%

The Silent Lover (FN) 45.40%

The Border Sheriff (U) 45.00%

The Cat’s Pajamas (Par) 44.93%

Just Another Blonde (FN) 44.91%

Fine Manners (Par) 44.40%

The Marriage Clause (U) 44.35%

Thirty Below Zero (Fox) 44.30%

The Blind Goddess (Par) 43.88%

The Mystery Club (U) 43 83%

Mismates (FN) 41.72%

Blonde or Brunette (Par) 43.50%

The Duchess of Buffalo (FN) 43.36%

A Little Journey (MGM) 43.46%

Fascinating Youth (Par) 43.35%

The New Klondike (Par) 43.27%

Partners Agains (UA) 42.87%

Bardleys the Magnificent (MGM) 42.73%

Special Delivery (Par) 42.18%

Miss Brewster’s Millions (Par) 42.12%

Ranson's Folly (FN) 42.00%

La Boheme (MGM) 41.95%

Midnight Lovers (FN) 41.85%

The Love Thief (U) 41.72%

Ladies at Play (FN) 41.61%

The Canadian (Par) 41.53%

Hold That Lion (Par) 41.54%

Blarney (MGM) 41.38%

The Old Soak (U) 41.06%

The Wise Guy (FN) 40.92%

Kiki (FN) 40.70%

Fig Leaves (Fox) 40.23%

The Boy Friend (MGM) 40.20%

A Kiss in a Taxi (Par) 40.00%

Held by the Law (U) 39 64%

Bigger Than Barnums (FBO) 39.53%

Lovers (MGM) 39.20%

Everybody’s Acting (Par) — 38 70%

The Ace of Cads (Par) 38.66%

December 24, 1927

EXHIBITORS

HERALD

89

4<What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright , 1927

This is the original exhibitors 9 reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“ What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
Street, Chicago, III.

Columbia

ALIAS THE LONE WOLF: Bert Lytell— 59%.
November 13-14. — C. P. Washman, Roxy theatre,
Skellytown, Tex. — General patronage.

BY WHOSE HAND: Special cast— A good pic-
ture that will keep them guessing. Six reels. —
Earl Somerville, Opera House, Raymond, Minn. — -
General patronage.

POOR GIRLS: Dorothy R'evier — -Another pic-
ture that seemed to be in good hands but the
story failed to gather any interest from those
who witnessed it. Seven reels. — Giacoma Broth-
ers, Crystal theatre, Tombstone, Ariz. — General
patronage.

FBO

TARZAN AND THE GOLDEN LION: Special
cast — 70%. This is a real special. Pleased 100
per cent. — L. Deyo, Miers theatre, Schoharie,
N. Y. — General patronage.

TOM AND HIS PALS: Tom Tyler— 70%. A
dandy little Western picture. Five reels. — L. Deyo,
Miers theatre, Schoharie, N. Y. — General pat-
ronage.

NOT FOR PUBLICATION: Special cast— 17%.
November 30. This is a fairly good story with
a big flood scene as a climax. Seemed to please
those who came. Seven reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

THE SONORA KID: Tom Tyler— 55%. Good.
Tom is there even if the kid is not with him. Five
reels. — L. Deyo, Miers theatre, Schoharie, N. Y. — -
General patronage.

THE GREAT MAIL ROBBERY: Special cast—
22%. November 21. Melodrama. Thrilling, spec-
tacular and done on a big scale. Pleased all
who saw it. Seven reels. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

MOON OF ISRAEL: Special cast — A religious
picture taken from ancient history. It adds pres-
tige to your house to run such a picture. — Leon
C. Bolduc, Bijou theatre, Conway, N. H. — General
patronage.

THE HARVESTER: Natalie Kingston— Gene
Stratton Porter’s stories always get all the ladies
out and please them. Credit is due to camera-
man for wonderful photography. Six reels. — -
Leon C. Bolduc, Bijou theatre, Conway, N. H. —
General patronage.

THE HARVESTER: Special cast— Good pic-
ture from my standpoint. Some criticism that
the characters were not in line with the time the
story was written. Ran on Sunday November
27-28. Eight reels. — E. T. Dunlap, Dunlap thea-
tre, Howarden, la. — General patronage.

THE HARVESTER: Special cast — December

4- 5. A fair picture. Did not do the business
‘‘Keeper of the Bees” and “Girl of the Limber-
lost” did. Photography rotten. Could have been
helped a lot with a few touches of technicolor.
Seven reels. — H. H. Chase, Diamond theatre, Lake
Odessa, Mich. — General patronage.

THE HARVESTER: Special cast — November
30. This is good for this type of a show, and
pleased those that liked the book. The photog-
raphy was not so good. Eight reels. — W. T. Biggs,
Adair theatre, Adair, la. — General patronage.

THE HARVESTER: Special cast— December

5- 6-7. A very good picture but not as good as
some of the other Gene Stratton Porter stories.
Our patrons seemed to enjoy it, and that is
what counts. Seven reels. — C. S. Watson, Electric
theatre, Caldwell, Kan. — General patronage.

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 88.

RACING ROMEO: Red Grange — An excellent
auto racing story. Clean and speedy. Red has
more poise and natural ability than lots of young
men whose names rank high in pictures. Seven
reels. — Leon C. Bolduc, Bijou theatre, Conway,
N. H. — General patronage.

HER FATHER SAID NO: Special east— Good
picture that pleased, but showed at a loss. At
tendance poor. — J. W. Bascom, Shastona theatre,
Mount Shasta, Cal. — General patronage.

SLINGSHOT KID: Buzz Barton — December 3.
This kid is a comer all right, and is a good draw-
ing card. — C. S. Watson, Electric theatre, Cald-
well, Kan. — General patronage.

JUDGMENT OF THE HILLS: Virginia Valli
— A story of the back woods of Kentucky during
the late war which did not please. Too many
drunken scenes to suit. — Leon C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

JUDGMENT OF THE HILLS: Orville Cald-
well— November 28-29. Not much to it. Failed
to draw. No audience appeal whatever. Seven
reels. — C. S. Watson, Electric theatre, Caldwell,
Kan. — General patronage.

CONVOY: Dorothy Mackaill — A big picture

played in a big way. Eight reels. — Leon C.
Bolduc, Bijou theatre, Conway, N. H. — General
patronage.

THE BANDIT’S SON: Bob Steele — December
9-10. A pleasing Western. Young Steele has a
good screen presence and will hit the mark if
they give him some good stories. Ran this as
half of double feature program. Used Para-
mount’s “The Potters” as the other half. It was

a fine comedy drama. W. C. Fields was great.
Business is way under par. Five reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

BUJ.L DOG PLUCK: Bob Custer — December 3.
An average Custer for Saturday night. Five reels.
— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

LURE OF THE NIGHT CLUB: Viola Dana—
December 6-7. A pleasing Dana picture. The
story is a little far fetched, but will please her
fans. Blizzard for two days. Business none.
Five reels. — Wm. E. Tragsdorf, Trags theatre,Neills-
ville, Wis. — Small town patronage.

A REGULAR SCOUT: Fred Thomson — About
the only thing "regular” relative to this picture
is the word as used in the title. It failed to
arouse any interest in our patrons and as a mat-
ter of fact very few Western pictures or actors
do, and we can get no enthusiasm over Fred
Thomson and few of his pictures. There is un-
doubtedly more hokum in Western pictures than
almost any other kind and it’s a pity because
Western hokums give Easterners a false impres-
sion of the West as it is or ever has been. Six
reels. — Giacoma Brothers, Crystal theatre. Tomb-
stone, Ariz. — General patronage.

First National

AMERICAN BEAUTY: Billie Dove— 50%. This
is a real good one but a blizzard came along and
it was too bad. But Billie Dove can sure wear
the clothes and the ladies like her, and so do some
of the men. Seven reels. — W. T. Biggs, Adair
theatre, Adair, la. — General patronage.

HARD BOILED HAGGERTY: Milton Sills —
60%. November 25. This show went over good
for me, and Milton Sills usually does. Eight
reels. — W. T. Biggs, Adair theatre, Adair, la. —
General patronage.

THE LAND BEYOND THE LAW: Ken May-
nard— 75%. December 10. This is a very fine
picture. This- star commences where the rest
leave off as a rider. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

THE DROP KICK: Richard Barthelmess — 80%.
Drew well and a good show. Would like a
photograph of Barthelmess for my lobby. — J. R.
Elliott, Grand theatre, Dassel, Minn. — General
patronage.

THE DROP KICK: Richard Bai’thelmess — No-
vember 24. Played this on Thanksgiving and of
course got extra business. However, a number
of my patrons expressed themselves as being dis-
appointed with the picture. Seven reels. — H. H.
Chase, Diamond theatre, Lake Odessa, Mich. —
General patronage.

THE DROP KICK: Special cast — Good story
outside of the vamp who was too silly for any
picture. I would not recommend the picture to
any one. I believe in clean college pitcures. Ran
Thanksgiving day to poor business. — E. T. Dunlap,
Dunlap theatre, Hawarden, la. — General patron-
age.

THE STOLEN BRIDE: Billie Dove— 70%. De-
cember 4. I have always thought Billie Dove
to be the most beautiful actress on the screen.
After seeing “The Stolen Bride” it would take
a Philadelphia lawyer to convince me I am wrong.
My patrons spoke as if they thought so too. I
only hope First National keeps you in this class
of picture. It will not make so much difference
what the story is if they only let you dress and
look your best the picture will get by and please
an ever increasing number of fans. Would ap-

90

EXHIBITORS HERALD

December 24, 1927

preciate a nice picture of you for my lobby.
Seven reels. — Homer P. Morley, Princess theatre,
Buchanan, Mich. — Small town patronage.

LONESOME LADIES: Special cast — 30%. De-
cember 2. This drew and pleased the ladies.
Men did not care so much for it. Six reels. —
A. G. Witwer, Grand theatre, Kainier, Ore. —
General patronage.

LONESOME LADIES: Special cast — Fair pro-
gram picture that grossed $30 in two nights show-
ing.— J. W. Bascom, Shastona theatre. Mount
Shasta, Cal. — General patronage.

McFADDEN’S FLATS: Special cast — 90%. De-
cember 9-10. Had rain, fog and cold weather so
the crowd was smaller than we expected. The
picture was fine and everyone liked it and said
so. Eight reels. — Robert K. Yancey, Bonny thea-
tre, Mansfield, Mo.- — General patronage.

McFADDEN’S FLATS: Special cast — 75%. By
all means play this one. Good wholesome enter-
tainment.— H. K. Hamar, Pythian theatre, Chas-
sell, Mich. — General patronage.

THREE HOURS: Corinne Griffith— 100%. De-
cember 3. If the weather is nice we always have
about the same crowd on Saturday night, so
don’t feel that the percent means anything much.
This is a good picture, well acted but rather sad.
We had a bad film. The print was blurred and
milky looking. — Robert K. Yancey, Bonny theatre,
Mansfield, Mo. — General patronage.

THE SEA TIGER: Milton Sills— 25%. Decem-
ber 6. A good program picture. That’s all. —
Bert Silver, Silver Family theatre, Greenville,
Mich. — General patronage.

RANSON’S FOLLY : Special cast — 30%. Per-
sonally I liked it, thought it was good entertain-
ment but I couldn't arouse any enthusiasm from
others. Many panned it. Not enough action I
suppose. Good plot, too. Story by Richard Hard-
ing Davis. Think director gave it little thought
and rushed it through. Should have been made
on a lavish scale. Had an Indian raid and some
low comedy character. Good Westerns are those
that have action, plot and comedy relief. This
had the makings of a good one but as I said
director went asleep. Better luck next time,
Dick, for you are all right. — Philip Rand, Rex
theatre, Salmon, Idaho. — General patronage.

SHORE LEAVE: Richard Barthelmess — 60%.
Not up to Dick’s standard. Pleased only a few. —
H. K. Hamar, Pythian theatre, Chassell, Mich. —
General patronage.

THE CRYSTAL CUP: Special cast — Fair pro-
gram picture that few cared to come and see. —
J. W. Bascom, Shastona theatre. Mount Shasta,
Cal. — General patronage.

GUN GOSPEL: Ken Maynard — This boy knows
the West and his pictures show it. I never saw
a poor one. Seven reels. — Leo J. Burkhart, Hip-
podrome theatre, Crestline. O.— General patronage.

LOST AT THE FRONT: Charles Murray-
George Sidney — A very good comedy with an
unusually high total of laughs with the exception
of one scene in the last reel. Six reels. — Leon C.
Bolduc, Bijou theatre, Conway, N. H. — General
patronage.

WHITE PANTS WILUE: Johnny Hiriee— No-
vember 25-26. A knockout sold at reasonable
figure, but he don’t click for me for some rea-
son or other. Ran it on a Saturday to try to
build him up, but nothing doing. It has tech-

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nicolor and everything that goes to make a good
picture. Seven reels. — H. H. Chase, Diamond
theatre. Lake Odessa, Mich.— General patronage.

PRINCE OF HEAD WAITERS: Lewis Stone-
Very good picture. Six reels. — Leon C. Bolduc,
Bijou theatre, Conway, N. H. — General patronage.

THE DEVIL’S SADDLE: Ken Maynard— Good
picture. Grossed $55 in two night showing. Busi-
ness at a loss. — J. W. Bascom, Shastona theatre.
Mount Shasta, Cal. — General patronage.

NAUGHTY BUT NICE: Colleen Moore— Col-
leen Moore holds her own with any of the stars
both old and new. She is a favorite here, especially
with the young crowd. This picture has plenty
of comedy and will please any audience. Six
reels. — Leon C. Bolduc, Bijou theatre, Conway,

N. H. — General patronage.

THE OVERLAND STAGE: Ken Maynard— A
really good Western for any audience. My people
like Ken as well as Thomson and that’s saying
a lot. He is a real rider and has a real horse.
Six reels. — Leon C. Bolduc, Bijou theatre, Con-
way, N. H. — General patronage.

THE STRONG MAN: Harry Langdon— Not
much to this one. Would not . advise showing
it. — Naman E. Frank, Regent theatre, Wayland,
Mich. — Small town patronage.

Fox

SEVENTH HEAVEN: Special cast— 100%. De-
cember 11-12. One of the best pictures we ever
played. The two stars great. Story fine. Gave
100 per cent satisfaction. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

PAID TO LOVE : Special cast — 40%. Novem-
ber 20. Drama woven around a mythical king-
dom. Seemed to please our patrons generally.
Seven reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

THE JOY GIRL: Olive Borden— 30%. Novem-
ber 25. A nice little story nicely staged. Some
color which was good. Pleased majority. Seven
reels. — A. G. Witwer, Grand theatre. Rainier, Ore.
— General patronage.

THE JOY GIRL: Olive Borden — November 9.
This sure is one sweet little picture and pleased
all who saw it. Olive Borden sure is a comer.
Too bad she is leaving Fox. Six reels. — Naman
E. Frank, Regent theatre, Wayland, Mich. — Small
town patronage.

BLACK JACK: Buck Jones — One of Buck’s
best ones. His pictures seem to please. Five
reels. — E. E. Byrne, Columbia theatre, Athens, O.
— General patronage.

GOOD AS GOLD: Buck Jones — 35%. Decem-
ber 3. A good action picture. — R'. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

RICH BUT HONEST: Special cast— 31%. No-
vember 17. — C. P. Washman, Roxy theatre, Skelly-
town, Tex. — General patronage.

LOVES OF CARMEN : Special cast — A great
show of its kind. No business and I haven’t
seen any place where it did business. Nine reels.
— Leo J. Burkhart, Hippodrome theatre, Crestline,

O. — General patronage.

THE BLUE EAGLE: Special cast — 30%. De-
cember 8. This is a very fine picture. A big
program for any house. Action and lots of it. —
Bert Silver, Silver Family theatre, Greenville,
Mich.— General patronage.

DESERT VALLEY: Buck Jones— 88%. No-
vember 23-24. — C. P. Washman, Roxy theatre,
Skellytown, Tex. — General patronage.

CANYON OF LIGHT: Tom Mix— 62%. No-
vember 9-10. 9ix reels. — C. P. Washman, Roxy
theatre, Skellytown, Tex. — General patronage.

HER HIGH SCHOOL HERO: Sally Phipps—
December 9. One of the best comedy program
pictures we have played in a long time. My
patrons certainly enjoyed it. Six reels. — C. S.
Watson, Electric theatre, Caldwell, Kan. — General
patronage.

SINGED: Special cast — November 9-10. Not
much to it. let it alone. Six reels. — C. S. Wat-
son, Electric theatre, Caldwell, Kan. — General pat-
ronage.

SUMMER BACHELORS: Special cast— Novem-
ber 30-December 1. A good comedy drama that

Experienced Motion Picture Man

If you are experienced in writing educational and
commercial film scenarios, have a gift of humor
necessary in title writing, can assist in directing these
types of pictures, experienced in cutting and assem-
bling negatives both 35 and 16 millimeter, and are
desirous of connecting with one of the oldest pro-
ducers in this class field, state Qualifications and ex-
perience fully in first letter. Address to Mr. Howe,
311 S. Sarah St.. St. Louis, Mo.

my patrons thoroughly enjoyed. Six reels. — C. S.
Watson, Electric theatre, Caldwell, Kan. — General
patronage.

Metro-Goldwyn-Mayer

THE ROAD TO ROMANCE: Ramon Novarro
— 60%. November 27-28. A good picture but not
the type Novarro fans like to see him in. Too
rough for some. Seven reels. — R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

BEN HUR: Ramon Novarro — 100%. Novem-
ber 29-30-December 1-2. Best picture we have
ever played. Capacity business four days. Did
not make as much as some other specials due to
the unreasonable split asked by M-G-M. — R. Pfeif-
fer, Princess theatre, Chilton, Wis. — Small town
patronage.

BEN HUR: Special cast — 85%. December
5-6-7. This picture played to approximately 15
per cent of my population in its three day run
and expected a little better percentage than that
but I bought it figuring on about that attendance
so I didn’t lose any money on it. Would have
lost plenty had I bought it at the price M-G-M
first quoted me. It’s a picture every theatre
should run. Twelve reels. — Homer P. Morley,
Princess theatre, Buchanan, Mich. — Small town
patronage.

BEN HUR: Special cast — November 30-Decem-
ber 1-2-3. They came in to hear my new pipe
organ, but most of them stayed to see the picture.
Seriously, it’s what the fillum hounds call a wun-
naful p’duction, badly marred by the ghastly and
unnecessary cruelty of the chariot race, where
they killed and mangled several horses just to get
a thrill. One of my fans said that Fred Niblo
or whoever is responsible for this ought to have
his ears nailed to a chariot and be dragged
around there a few times just to see how he
liked it. I agree with him. It made a one day
record and a record run, but not an attendance
record. Four days is too long, and 35 and 50
cents is much too much for a small town clientele.
— Roy W. Adams, Pastime theatre. Mason, Mich.
— General patronage.

BEN HUR: Ramon Novarro — Another great
one. Broke my house records, and made some
money but Metro got the big end as usual.
Think they will have some fun selling this town
next year as they won’t have "Big Parade” and
“Ben Hur” to sell their other product. Twelve
reels. — H. H. Chase, Diamond theatre. Lake
Odessa, Mich. — General patronage.

BEN HUR: Ramon Novarro — November 14-
15-16-17. You just tell the people you are play-
"Ben Hur” and they’ll do the rest. Without a
question the greatest picture released to date.
Twelve reels. — C. S. Watson, Electric theatre,
Caldwell, Kan. — General patronage.

BEN HUR: Ramon Novarro — A real good
picture. One of the best pictures I have ever
run. A masterpiece. Should be shown in every
theatre in the world. It will bring in a good
many people that are not regular showgoers. I
lost money on the picture, but that was no fault
of the picture. I paid more than my town could
stand. I shall try and get it again before long.
Rating 100 per cent. Twelve reels. — Earl Somer-
ville, Opera House, Raymond, Minn. — General pat-
ronage.

BEN HUR: Special cast — This is the greatest
picture of all times. You will get people in on
this that never came before. Even if you don’t
make a dime run it, and stand in the back when
they come out, and you will be shaking moire
hands than your best preacher ever did. Twelve
reels. — Leo J. Burkhart, Hippodrome theatre,
Crestline, O. — General patronage.

BEN HUR: Ramon Novarro — In a class by
itself. A most wonderful picture. Broke at-
tendance records. Seventy-five cents admission. —
J. W. Bascom, Shastona theatre. Mount Shasta,
Cal. — General patronage.

MOCKERY : Lon Chaney — 100%. November
20-21. — C. P. Washman, Roxy theatre, Skellytown,
Tex. — General patronage.

ROOKIES: Special cast — 75%. Splendid en-
tainment for young and old. Play this one sure.
— H. K. Hamar, Pythian theatre, Chassell, Mich.
— General patronage.

ROOKIES: Special cast— The best comedy take
off of army training camp life yet produced.
Pleased almost 100 per cent. Step on this one
and it will back you up on what ever you want
to say about it. Seven reels. — Marshall & Haluer-
son, Strand theatre, Bridgewater, S. D. — General
patronage.

ROOKIES: Special cast — A comedy which

makes the audience howl with joy. One hundred
per cent entertainment. — Leon C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

VALLEY OF HELL: Francis McDonald— 50%.

December 24, 1927

EXHIBITORS HERALD

91

J. C. Jenkins — His Colyum

DEAR HERALD:

BLOOMINGTON, ILL., December 7, 1927.

Just as I hit this town this afternoon that cold, frigid Medicine Hat blizzard came
down from Nashwauk, Minn., and hit Marie and I right amid-ships and threw a chill
into both of us that called for drastic remedies, and there were no remedies in town.

It happened to occur to me that I had an old friend living in Bloomington who used
to own a large stock ranch near my home town (which town is known in this country
and abroad as Neligh, Neb.) and who is now one of the directors of the First National
Bank of Bloomington, and knowing that he would be awfully sore if I went through
his town and did not call on him, I called his house and learned that I could reach
him at the Bloomington Club, and when I got him on the phone at the club he gave
me positive orders to run Marie into a garage and come up to the club. I did, and
do you know that that doggone guy took me up to his house and kept me there for
two days and nights and then called me an old fool because I insisted on leaving after
lunch of the second day. Did we have a good time? Ask Herb Rollins. Did we
have plenty to eat? Ask Mrs. Herb Rollins. It is just lovely to have friends scat-
tered around over the country hut they sure do interfere with business sometimes.

CANTON, ILL.. December 9.

Canton started out some years ago to become something of a city but she didn’t
grow much until Charles Kuchan built the Capitol theatre and W. A. Clark opened
the Garden theatre and from then on the town began to boom until today she is
some considerable city.

One can always find a reason why some theatres are doing a nice business. One of
the reasons at the Capitol is Miss Kuchan, daughter of the manager. In fact, she is
five or six reasons, and I regret that I don’t have a picture of this “reason” to send
to the HERALD. She has promised me one and I hope she keeps her promise.

W. A. Clark, Jr., of the Garden puts plenty of pep in the publicity and it pulls
plenty of people into the Garden. These two reasons account for why Canton is on
the list of Illinois better towns.

Everybody ought to meet A. L. Hainline of the Illinois theatre at Macomb. He is
one of those type of fellows who makes you feel more like a man. after you have
shaken hands with him. The Illinois is a credit to Macomb and A. L. is a credit to
the Illinois, so there you have it. We had a delightful visit and he invited Marie
and I back to see him, and we both hope we come back.

I was standing in front of the Royal at Macomb and was about to kick the door
in when H. B. Frank, the manager, came moseying down the street and I heard him
say to a fellow who was with him, “There’s J. C. Jenkins,” and when I asked him how
he knew me he said, “That’s easy, I smelt you,” and I haven’t found out yet how he
knew who I was. The next whelp who says that to me won't be able to eat any
Christmas turkey, I’ll take him on. The Illinois and Royal are making a fight for
Sunday shows. About everything else runs wide open while the citizens go to other
towns for their amusement. Looks like a one-sided game to me. Here’s hoping
they win.

QUINCY, ILL., December 10.

I am sorry that I called on H. S. Toops of the Opera House at Bowen. It has made
me gloomy all afternoon. I have always prided myself on being rather handy telling
fish stories, but since hearing H. S. tell his experiences last summer I have concluded
that I’m a second rater.

H. S. said he was fishing out of a boat below the dam at Keokuk in the Mississippi
river and a fish grabbed his hook and started down the river with him and he couldn’t
head him off until they were opposite Quincy, when he finally got him headed up the
river and he went so fast that when he came to the Keokuk dam he ran right up
over the dam and pulled he and the boat up with him. I asked him what kind of a
fish it was and he said “Sunfish,” then I asked him if he knew an exhibitor out at
Wayne, Neb., by the name of Gailey and he replied, “No. I don’t know him person-
ally but have heard of him, he’s that bullhead fisher isn’t he?” That fish story threw
a wet blanket over my hopes and aspirations and it has made me feel all day like the
fellow felt whose wife was about to pass out. The doctor told her there was no
hope for her and she called her husband to her bedside and said, “George, there is
one request I want you to grant me,” and George replied, “Sure, Mary, I’ll grant any-
thing that is possible,” and she said, “When they take me to the cemetery I want you
to promise me to ride in the auto with mother,” and George said, “Oh now, Mary,
there is no use in that, your mother won’t want to ride with me,” and Mary replied,
“This is my last request and I want you to promise,” and finally George said, “Well,
if you insist on it I’ll do it, but it will spoil the day for me.”

H. Montgomery of the Montezuma, and R. D. Young of the Rex at Montezuma, Ind.,
Dorothea Clark of the Empire at Crisman, 111., George Conover of the Maroa at Maroa,
111., Guy Menchoff of the Princess at Canton, 111., J. A. Gephart of the Granada at
Greencastle, Ind., C. L. Reed of the Illinois at Newman, 111., C. E. Carrington of the

( Continued on following page)

Bo safe and let this one alone. No plot at
all. Patrons very much disappointed. — H. K.
Hamar, Pythian theatre, Chassell, Mich. — General
patronage.

THE FAIR CO-ED: Marion Davies — 42%. No-
vember 27. A college story that pleased all. It’s
good entertainment and did better than usual busi-
ness in spite of bad weather. Seven reels. —
A. G. Witwer, Grand theatre. Rainier, Ore. — Gen-
eral patronage.

THE FAIR CO-ED : Marion Davies — A very
good college picture, but I am sorry to say Miss
Davies is no draw at my box office. Seven reels.
— Leo J. Burkhart, Hippodrome theatre, Crest-
line, O. — General patronage.

THE FAIR CO-ED: Marion Davies — Marion
Davies is one of the best comediennes in motion
pictures. A delightful comedy with a basket ball
game that has you holding your breath. Six
reels. — Leon C. Bolduc, Bijou theatre, Conway,
N. H. — General patronage.

BECKY : Owen Moo re-Sally O’Neil— 40%. De-
cember 1. Sally was just as entertaining as
usual. Pleased about 75 per cent. Seven reels.
— G. B. Orne, Richmond theatre, Richmond, Yt. —
General patronage.

THE BUGLE CALL: Jackie Coogan— 75%.
December 2. This picture drew in the patrons
and pleased them. A good drawing crowd pic-
ture and you want to boost it. Six reels. —
G. B. Orne, Richmond theatre, Richmond Vt. —
General patronage.

THE BUGLE CALL: Jackie Coogan — Would
consider this Jackie’s best. Comments all favor-
able. Attendance slightly better than average. —
J. W. Bascom, Shastona theatre, Mount Shasta,
Cal. — General patronage.

TELL IT TO THE MARINES: Lon Chaney—
90%. October 30-31. — C. P. Washman, Roxy thea-
tre, Skellytown, Tex. — General patronage.

TELL IT TO THE MARINES: Lon Chaney—
75%. October 23. I’ll tell the world this was a
k. o. One of Chaney’s that pleased 100 per cent.
Nothing gruesome or weird in it, just the natural
hard-boiled marine stuff, and he sure could do
his stuff. Eight reels. — Marshall & Haluerson,
Strand theatre, Bridgewater, S. D. — General pat-
ronage.

CALIFORNIA: Tim McCoy— 37%. November
29. A good historical Western. — Roy W. Adams,
Pastime theatre, Mason, Mich. — General patron-
age.

CALIFORNIA: Tim McCoy— 37%. November
26. A good picture of the early days in California
during President Polk’s administration. It’s an
historical picture like the other McCoy’s. Six
reels. — R. Pfeiffer, Princess theatre, Chilton, Wis.
— Small town patronage.

MR. WU : Special cast — Some did not like him
but majority was pleased with the different type
of story — still playing the weird parts. However,
a wonderful character actor and will please those
who are deeply interested enough to grasp the
meaning of it all. Eight reels.- — Marshall &
Haluerson, Strand theatre, Bridgewater, S. D. —
General patronage.

FOREIGN DEVILS: Special cast — Good pic-
ture. Failed to draw. Played to a loss. — J. W.
Bascom, Shastona theatre. Mount Shasta, Cal.—
General patronage.

FOREIGN DEVILS: Tim McCoy— December
2-3. Metro has spent some money in producing
this but they have exaggerated too much as one
of my patrons who was over there during the
Boxer uprising said it was all wrong inasmuch
as the Chinese wouldn’t put up a fight like they
did in the pitcure. Five reels. — H. H. Chase,
Diamond theatre. Lake Odessa, Mich. — General
patronage.

MAN, WOMAN AND SIN: John Gilbert-
Gilbert is wonderful. He sure clicks at the box
office. How about a photo Mr. Gilbert?— J. R.
Elliott, Grand theatre, Dassel, Minn. — General pat-
ronage.

LONDON AFTER MIDNIGHT: Special cast-
increased attendance at regular admissions. Very
fine production. Seemed to please all. Comments
many and all favorable. Very spooky. Some
comedy on a par with "Phantom of the Opera.”
— J. W. Bascom, Shastona theatre, Mount Shasta,
Cal. — General patronage.

SPOILERS OF THE WEST: Tim McCoy—
December 10. A good picture well acted and well
directed. Six reels. — C. S. Watson, Electric thea-
tre, Caldwell, Kan. — General patronage.

THE GARDEN OF ALLAH: Special cast—
Wonderful, your refined class will say. Terrible,
your roughnecks. No doubt this is a great pic-
ture of its kind. Be careful how you handle it.
Remember this is no cowboy picture for Saturday
night. Give some extra attention to the music

for it. You will be more than pleased. Nine
reels. — Leo J. Burkhart, Hippodrome theatre,
Crestline, O. — -General patronage.

THE GARDEN OF ALLAH: Special cast— My
people did not care for this picture. Too many
Monks and costume or Oriental garments. Nine
reels. — E. T. Dunlap, Dunlap theatre, Hawarden,
la. — General patronage.

THE BIG PARADE: Special cast — One of the
best war pictures I have ever run, although war
pictures do not pull for me. They are tired of
war pictures. Rating 100 per cent. Thirteen
reels. — Earl Somerville, Opera House, Raymond.
Minn. — General patronage.

THE BIG PARADE: John Gilbert — November
fi-7-8-9. A great picture. Would have made some

92

EXHIBITORS HERALD

December 24, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page)

Clintonia at Clinton, 111., and A. Werbner of the Princess at Quincy, are among those
live exhibitors whose faith in the HERALD can’t be shaken. It’s a pleasure to meet
those kind of folks, there ought to be millions more like ’em.

The Herald Fills a Want None Others Can Do

When I was in Lafayette, Ind., recently I had the pleasure of calling on Mr. and
Mrs. Hodges. These folks you will remember, are the parents of Douglas Hodges
who is in so soft with those stars out in Hollywood and incidentally edits the Studio
Section and who invited me to call on his parents. Mr. Hodges was confined to the
couch with an attack of neuritis but that didn’t prevent him from giving me the low
down on some of Doug’s early history (which I would shudder to mention here) but
both his father and mother seemed to have hopes for him, notwithstanding his environ-
ment. I didn’t try to discourage them in this for I thought it was no use, anyhow, I
spent a pleasant evening and am indebted to the whole Hodges family.

The Herald Fills a Want None Others Can Do

An item in the current issue of the HERALD says that Joseph M. Schenck states in
effect that large presentation acts are detrimental to the picture industry. This
opinion is concurred in by Samuel Goldwyn.

Don’t speak so loud boys or Gallo might hear you and it will bring on an argument
with the odds against you. We made a similar statement once and he sat down on us
like a thousand ton of brick, since which time we have had tonsillitis.

The Herald Fills a Want None Others Can Do

Sometimes ago I saw “Seventh Heaven” and I didn’t say anything about it because
I didn’t think there was much to be said. In reading “SERVICE TALKS” in the
current issue I note that Thomas O. opines that “Seventh Heaven” is a right good
picture, so after reading his conclusions I went to Washington tonight to see the
picture again and to try and determine whether I had slipped off the water wagon
head first or gone on a buttermilk diet when I first viewed the picture.

It’s so seldom that Thomas and I disagree on matters of importance that when we
do it seems to call for an explanation, and it may be that it being so close to
Christmas, some of Chicago’s most prominent citizens called at his house and left an
extra package. He winds up his somnambulant conclusions in this wise, “Go and
take a look at the picture and see if I’m crazy, and if I am don't disturb me, for I am
very happy.”

All right, Tommy, go back to sleep and have another dream, we won’t disturb you,
and you can write that poem whenever you get ready and you may choose your own
subject. That’s fair enough isn’t it? Anyhow, I am willing to go before any jury
at any time and testify that whatever Thomas says is so, and that ought to fix it
up betwixt he and I all right.

The Herald Fills a Want None Others Can Do

Somebody, presumably the linotyper, or possibly Eagle Eye Joe, put the word “can”
in my slogan, and I’m calling on the responsible party to cast a new line and leave
the word “can” out. It’s a small matter, but when they go tying cans on me it makes
me sit down on my caudal extremities and scratch to see if I’ve got fleas.

The Herald Fills a Want None Others Can Do

It’s a long ways from here to Tucson. Ariz., but 65 miles per is just like nothing to
Marie. She eats up mileage like a Bullfoundland eats fried liver, and you boys out
in the stix, who have never been used to anything better than a one-handled wheel-
barrow, better stop making fun of my Marie, for —

She’s the darling little Chewy that I love the best.

And, like her namesake, she’s the pride of the West.

She takes me there
And she brings me back
And she rides like a Pullman on a railroad track.

That’s my car Marie, and Geneve writes that it’s only two days drive from Tucson
to Hollywood, but then I wouldn’t want to drive Marie out there during the holiday
season for it would bust up the Wampas ball and Doug and Ray Would want to
joyride with us all the while. Betcha Miss Prevost would enjoy a ride with us too.

Lest I forget, I want to take this opportunity to express to one and all, in every
branch of the business, and especially to those exhibitors who have been so lovely
to me in the various states I have traveled, my sincerest desire for a joyous Christmas
and a happy and prosperous New Year. Would that I could name each of you per-
sonally in this wish, but space will not permit. But be assured that it goes for each
and every one of you, whoever, and wherever you are, and a knowledge of your
happiness and prosperity would be joy enough for me.

J. C. JENKINS,

The HERALD Man.

money on this if Metro-Goldwyn hadn’t wanted
it all. Thirteen reels. — H. H. Chase, Diamond
theatre. Lake Odessa, Mich. — General patronage.

THE BIG PARADE: Special cast — Played
three nights. A wonderful picture, but we lost
money. Paid too much for a small town. Why
we are fools enough to pay such prices I don’t
know, but we are through. Twelve reels. — Ed-
wardsj & Case, Opera House, Paw Paw, 111. —
General patronage.

AFTER MIDNIGHT: Norma Shearer — Decem-
ber 4-5. A lot of people walked out on this,
and I applaud their judgment. We see Norma,
whom we would like to remember as winsome,
dignified and womanly, running around in pa-
jamas as a cigarette girl (although a few intimate
shots in her boudoir show her clad only in a
shower bath). Later she reforms and becomes a

gin guzzling jazz hound, gets drunk and kills her
sister and makes everybody happy. A sweetly
pretty story. Be sure and bring the kiddies —
not. — Roy W. Adams, Pastime theatre. Mason,
Mich. — General patronage.

AFTER MIDNIGHT: Norma Shearer— Would
class this as a program picture. Just a picture.
Attendance poor. Some liked it and some didn’t,
about 50-50. Not up to M-G-M’s standard. —
J. W. Bascom, Shastona theatre, Mount Shasta,
Cal. — General patronage.

BODY AND SOUL: Lionel Barrymore — Per-
sonally I thought it as good a show as I had
ever seen. Pleased the majority of my people. —
J. R. Elliott, Grand theatre, Dassel, Minn.- — Gen-
eral patronage.

SPRING FEVER: William Haines — Great en-

tertainment to small attendance. Pleased 100 per
cent that saw it. — J. W. Bascom, Shastona thea-
tre, Mount Shasta, Cal. — General patronage.

SPRING FEVER: William Haines— Good show.
William Haines does wonderful acting. Metro
is sure putting out some real pictures. — J. R.
Elliott, Grand theatre, Dassel, Minn. — General
patronage.

ANNIE LAURIE: Lillian Gish— October 19-20.
Not a small town picture. It certainly was a
frost for me. Eight reels. — C. S. Watson, Electric
theatre, Caldwell, Kan. — General patronage.

THE FIRE BRIGADE: Special cast— One of
the best fire pictures we have ever run. Some
realistic hair raisers. Wonderful field day stunts
pulled off by firemen of real life stuff. Pleased
100 per cent. Played Sunday night. Ten reels.—
Marshall & Haluerson, Strand theatre, Bridge-
water, S. D. — General patronage.

ADAM AND EVIL: Special cast — October

17-18. Just a mighty good entertainment that
everyone enjoyed. Six reels. — C. S. Watson, Elec-
tric theatre, Caldwell, Kan. — General patronage.

BATTLING BUTLER: Buster Keaton— Fair
comedy. Slow at first but Buster woke up at
the last reel and gave my audience a thrill. Six
reels. — Leon C. Dolduc, Bijou theatre, Conway,
N. H. — General patronage.

Paramount

THE ROUGH RIDERS: Special cast— Decem-
ber 1-2-3. In my estimation this is one picture
that is a special. I know that it pleased more
than the ordinary special does. It has action,
comedy and everything that a picture should
have. I didn’t hear one unfavorable comment
on it. Business wasn’t quite as good as we had
expected, but it is not the fault of the picture.
Get behind it and I know they will be more than
pleased with it. Ten reels. — Paul B. Hoffman.
Legion theatre, Holyrood, Kan. — Small town pat-
ronage.

THE ROUGH RIDERS: Special cast— 50%.
December 8. Good production. Well done but
it is not worth what they ask for it. Ten reels. —
G. B. Orne, Richmond theatre, Richmond, Vt.—
General patronage.

THE ROUGH RIDERS: Special cast— One of
the best pictures ever shown in our theatre was
the comment of the masses. Extremely cold
weather kept them away, but not the fault of the
picture. Wonderful plot, and wonderful acting
by Frank Hopper as Teddy Roosevelt, as well as
by Col. Lindsay as Col. Leonard Wood. Ten
reels.— Marshall & Haluerson, Strand theatre,
Bridgewater, S. D. — General patronage.

DRUMS OF THE DESERT: Warner Baxter—
80%. December 9. Good action picture with a
comedy sideline in Ford Sterling. Good picture
for a Saturday night crowd. Six reels. — G. B.
Orne, Richmond theatre, Richmond, Vt. — General
patronage.

NEVADA: Gary Cooper— 85%. December 6.
One of Zane Grey’s late novels. Zane Grey and
Gary Cooper’s names together will draw the busi-
ness for anybody and patrons will not be dis-
appointed when they see it. Six reels. — G. B.
Orne, Richmond theatre, Richmond, Vt. — General
patronage.

SENORITA : Bebe Daniels — 75%. December 7.
This is one of the best pictures Bebe ever made
and pleased 100 per cent. Advertise this one
big. Seven reels. — G. B. Orne, Richmond theatre,
Richmond, Vt. — General patronage.

UNDERWORLD: Special cast — 18%. November
21-22. A wonderful picture of the Chicago under-
world life. Excellent cast does great work. Al-
though picture is there it failed at box office. —
R. Pfeiffer, Princess theatre, Chilton, Wis.— Small
town patronage.

THE LAST OUTLAW: Gary Cooper— 21%.
November 23. Much better than “Arizona
Bound.” which we recently played. Everyone
seemed to like it. Bad weather and high school
really hurt business. Six reels. — A. G. Witwer,
Grand theatre, Rainier, Ore. — General patronage.

FASHIONS FOR WOMEN: Esther Ralston —
35%. December 8. This is a good picture. I
don’t see why so many knock it. We had a
cold rain all night which kept the people away.
Those that came liked it. Seven reels. — Robert
K. Yancey. Bonny theatre, Mansfield, Mo. — Gen-
eral patronage.

FASHIONS FOR WOMEN : Esther Ralston —
December 4-5. An extra fine show for the women
on Sunday night. The fashions pleased the women
and Esther was easy to look at for the men,
so all were pleased. Very good program picture.
— Wm. E. Tragsdorf, Trags theatre, Neillsville,
Wis. — Small town patronage.

BEAU GESTE: Ronald Colman— 40%. No-

December 24, 1927

EXHIBITORS HERALD

93

& fflmp Cfjrtsitmasi

C. SRnfetns:, our rambling columnist, anti all members of
tfje Staff of dExbibttorS l^eralb totsb eacb anti eberp mem=
ber of tbe ^eralb famtlp a iHerrp Christmas anti a l&appp
iHeto f^ear.

3® ts our totsb that tbe i^eto gear to til be prosperous for eacb
of pou. Map t be progress in pour business surpass that of
all prebtous pears. Map tbe big majority of pictures be of sucb
fine stanbarb that tbe majoritp of reports totll be pratsetoortbp.

vember 11. Excellent production. However, did
not mean anything- to only those who have read
of the French Foreign Legion, therefore the title
did not mean anything as for drawing power.
Those who saw, and were interested did see, were
pleased wonderfully well. Eight reels. — Marshall
& Haluerson, Strand theatre, Bridgewater, S. D.
— General patronage.

CHANG: Special cast — 23%. December 5-6. An
excellent attraction. Something entirely different
than other motion pictures. Very interesting. —
R. Pfeiffer. Princess theatre, Chilton, Wis. — Small
town patronage.

CHANG: Special cast — 25%. A good educa-

tional picture that did not draw. Lost money. —
G. E. Wendel, O. H. theatre, Smithland, la. —
General patronage.

TIPTOES: Dorothy Gish — 15%. November 28.
A nice little program offering that pleased all
who came. Seven reels. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

MAN POWER: Richard Dix — 100%. Novem-
ber 29. Dandy picture. Ran this on our second
anniversary- Had a Felix comedy and special
music. Passed bills in five surrounding towns
and broke all records. Everybody pleased. Six
reels. — Robert K. Yancey, Bonny theatre, Mans-
field, Mo. — General patronage.

KNOCKOUT RILEY: Richard Dix— December
7-8. The first cold spell and blizzard hit on the
days we were to play this and so it was a com-
plete flop financially for us. Didn’t even get film
rental. However, it is in a class with the usual
Dix pictures and that is saying a lot. It will
please. Seven reels. — Paul B. Hoffman, Legion
theater Holy rood, Kan. — Small town patronage.

KNOCKOUT RILEY: Richard Dix— Excellent
production. Pleased practically everyone who saw
it. Played on Sunday night and considering
weather conditions we packed them in. Dix will
draw them in here. Seven reels. — Marshall &
Haluerson, Strand theatre, Bridgewater, S. D. —
General patronage.

KNOCKOUT RILEY: Richard Dix — December
6-7. An unusually good picture to very poor
business. Seven reels. — E. M. Biddle, Strand thea-
tre, Paoli, Ind. — Small town patronage.

LONDON: Dorothy Gish — 58%. November 27.
This didn’t go over very good for us. It lacks
something and that something is action. — Paul B.
Holfman, Legion theatre, Holyrood, Kan. — Small
town patronage.

A KISS IN A TAXI: Bebe Daniels— 25%.
December 7. A good program picture. Lots of
action and comedy. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

THE CAMPUS FLIRT: Bebe Daniels— 60%.
Praise Jehova and Glory Be ! What a peach of
a picture. Here we have entertainment with a
capital E. Story fine, scenes appealing. Cast
A No. 1. Bebe Daniels a corker. James Hall a
most pleasing leading man. Knute Knudson, the
Swede, a dandy diversion ; Charlie Paddock, the
runner, an interesting addition. Laughable, clean,
enjoyable, full of youth, pep and a good moral
for “snobs.” Taken all in all it ranks one of
10 best of year for entertainment value. Good
for any event or date. We ran it Thanksgiving.
Pleased all. — Philip Rand, Rex theatre, Salmon,
Idaho. — General patronage.

THE QUARTER BACK: Richard Dix— 62%. A
dandy picture. Everyone enjoyed it, even those
who didn’t know a football from a green apple.
Dix and Esther R'alston a likeable pair and would
put pep even into “Dante’s Inferno.” In a col-
lege town this should prove a riot. We did pretty
well in a sagebrush town but boy this is a real
picture. — Philip Rand, Rex theatre, Salmon, Idaho.
— General patronage.

THE QUARTERBACK: Richard Dix — Novem-
ber 24. This is a very good picture. Pleased all
who saw it, but football pictures don’t seem to
draw in small towns. My own enthusiasm has
led me to book several football pictures in sea-
sons past, but it’s no use, and I’m through book-
ing them. Six reels. — Naman E. Frank, Regent
theatre, Wayland, Mich. — Small town patronage.

QUICKSANDS: Richard Dix — 35%. December
10. Good picture. Price too high. Five reels.- —
G. E. Wendel, O. H. theatre, Smithland, la. —
General patronage.

THE COVERED WAGON: Special cast— 80%.
December 5. Played here two years ago for three
days but did good business on its return. Eight
reels. — G. B. Orne, Richmond theatre, Richmond,
Vt. — General patronag*e.

JESSE JAMES: Fred Thomson — My people
were terribly disappointed with this super spe-
cial. Not enough robberies, fights, etc., as one
would expect from the story of “Jesse James.”

Eight reels. — Stanley Hull, Happy Hour theatre,
Jasper, Minn. — Small town patronage.

SWIM GIRL, SWIM: Bebe Daniels— Up to
standard of Daniels comedy dramas. Six reels. —
Stanley Hull, Happy Hour theatre, Jasper, Minn.
— Small town patronage.

TEN MODERN COMMANDMENTS: Esther
Ralston — This was a pleasing little comedy drama
and made more friends for this attractive star. —
Chas. Lee Hyde, Grand theatre, Pierre, S. D. —
General patronage.

TELL IT TO SWEENEY: Special cast— Good
average comedy drama, full of hokum and im-
possible situations, but entertaining nevertheless.
Six reels. — Stanley Hull, Happy Hour theatre,
Jasper, Minn. — Small town patronage.

TELL IT TO SWEENEY: Special cast— De-
cember 7-8. An excellent comedy that did not
gross the rental and overhead. Six reels. — E. M.
Biddle, Strand theatre, Paoli, Ind. — Small town
patronage.

BARBED WIRE: Pola Negri— The best Negri
picture we have had for some time. She played
a very difficult part. Story war time scenes
back of the lines in prison camps. Could not
say that I could see any pro German stuff in
this as so many critics have proclaimed so
strongly against. Just real stuff. Happen to
be an ex-service man myself and believe if there
was any prejudice stuff I would have felt it as
soon as any one. Seven reels. — Marshall &
Haluerson, Strand theatre, Bridgewater, S. D. —
General patronage.

Pathe-P D C

NOBODY’S WIDOW: Leatriee Joy— 17%.

November 23. A good spicy comedy drama. — R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

THE RUSH HOUR: Marie Prevost— Novem-
ber 25. It started out fine. A dandy comedy
drama. At about the fourth reel it began to
weaken and just fizzled out the poorest Marie
Prevost picture I ever ran. The director evidently
went to 6leep. Six reels. — C. S. Watson, Electric
theatre, Caldwell, Kan.— General patronage.

THE FIGHTING EAGLE: Rod LaRocque—
Very good picture of its kind, but the old time
stories do not get me much business. Nine
reels. — E. E. Byrne, Columbia theatre, Athens,
O. — General patronage.

THE WISE WIFE: Phyllis Haver— December 2.
A dandy comedy drama that every one enjoyed.
Just a dandy program picture. Six reels. — C. S.
Watson, Electric theatre, Caldwell, Kan. — General
patronage.

THE COUNTRY DOCTOR: Rudolph Sehild-
kraut — Fair program picture. Nothing to rave
about. Seven reels. — E. E. Byrne, Columbia thea-
tre, Athens, O. — General patronage.

FIGHTING LOVE: Jetta Goudal — December
7-8. A good program picture, but big snow
storm ruined business. — R. Pfeiffer, Princess thea-
tre, Chilton, Wis. — Small town patronage.

THE REJUVENATION OF AUNT MARY:

Special cast — November 20-21. A real good com-
edy to just average business. Six reels. — H. H.
Chase, Diamond theatre. Lake Odessa, Mich. —
General patronage.

JIM THE CONQUEROR: William Boyd— Boyd
takes good for me. Fair picture. Six reels. —
E. E. Byrne, Columbia theatre, Athens, O. —
General patronage.

UP IN MABEL’S ROOM: Marie Prevost—
November 29. Hilarious comedy. Kept our peo-

ple in an uproar all during the show. Not a
show for Sunday by any means, not for a particu-
lar class of people, but full of comedy. — George
Lodge, Green Lantern theatre, Claymont, Del. —
Small town patronage.

Ray art

A NARROW ESCAPE: Bob Reeves— 60%. A
dandy Western with a good star. Bought thifi
from First Graphic in Albany and find them fine
people to deal with. Five reels. — L. Deyo, Miers
theatre, Schoharie, N. Y. — General patronage.

Tiffany

ONE HOUR OF LOVE: Jacqueline Logan — -
Pleased our audience. One or two suggestive
scenes which could have just as well been left
out. Hope directors will soon learn public does
not care for this. — R'. K. Lattin, Strand theatre,
Valparaiso, Neb. — General patronage.

United Artists

MY BEST GIRL: Mary Pickford— An extra
good picture. Mary Pickford at her best. Spe-
cial, yes. — E. W. McFarlane, Cozy theatre, Groton,
S. D. — General patronage.

TOPSY AND EVA: Duncan Sisters — Greatest
kiddies picture ever made. Could hear ’em yell
four blocks away. Also pleased the grown-ups.
Increased attendanec at advanced admission. —
J. W. Bascom, Shastona theatre, Mount Shasta,
Cal. — General patronage.

THE WINNING OF BARBARA WORTH:

Special cast — Everything that your patrons and
the box office wants. — E. W. McFarlane, Cozy
theatre, Groton, S. D. — General patronage.

THE WINNING OF BARBARA WORTH: Spe-
cial cast — December 10-11. This picture has pretty
good drawing power because of the popularity of
the book, but the production is very poor, and
the photography is terrible. The poorest we’ve
had in a long time. Nine reels. — Naman E.
Frank, Regent theatre, Wayland, Mich. — Small
town patronage.

Universal

PERCH OF THE DEVIL: Special cast— 20%.
November 1-2. — C. P. Washman, Roxy theatre,
Skellytown, Tex. — General patronage.

THE ICE FLOOD: Kenneth Harlan— 38%.
November 15-16. — C. P. Washman, Roxy theatre,
Skellytown, Tex. — General patronage.

THE ICE FLOOD: Special cast— 34%. No-
vember 18. A very good drama of the North-
woods. Patrons all enjoyed it. Six reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

POKER FACES: Special cast — 20%. Some liked
it, some did not. Took a licking at the box
office. The name scared them away. Whose
bright intellect dubbed this “Poker Faces” any-
way? I didn’t see it so can’t say whether it
was good, bad or indifferent, but I do know the
name killed my regular attendance. — Philip Rand,
Rex theatre, Salmon, Idaho. — General patronage.

POKER FACES : Laura LaPIante — A fair
comedy. Five reels. — Leon C. Bolduc, Bijou thea-
tre, Conway, N. H. — General patronage.

THE FLAMING FRONTIER: Special cast—
70%. November 25-26. A real big production
that drew well and pleased all. Bought it right

94

EXHIBITORS HERALD

December 24, 1927

and came out ahead. — G. E. Wendel, O. H. theatre,
Smithland, la. — General patronage.

THE FLAMING FRONTIER: Hoot Gibson—
60%. We liked this play and Hoot Gibson as
scout put up some fast riding. Indian scenes
good. Story fine though probably not according
to history. Farnum as Custer excellent. Love
scenes not so good but West Point touches in-
teresting. All Western exhibitors should do well
with this. We did fairly well. Local conditions
spoiled a good profit. Better book it. — -Philip
Rand, Rex theatre, Salmon, Idaho. — General pat-
ronage.

PAINTING THE TOWN: Glenn Tryon— This
one is a scream. Would call it a special. Good
as the Lloyds. Six reels. — E. E. Byrne, Columbia
theatre, Athens, O. — General patronage.

OUT ALL NIGHT : Reginald Denny — -November
23-24. Not nearly as good as his other pictures.
Very ordinary. Six reels. — C. S. Watson, Electric
theatre, Caldwell, Kan. — General patronage.

OUT ALL NIGHT: Reginald Denny — Not up
to the usual Denny standard. Light stuff. Six
reels. — Leo J. Burkhart, Hippodrome theatre,
Crestline, O. — General patronage.

THE CHINESE PARROT: Special cast— Fair
mystery picture. Seven reels. — Stanley Hull,
Happy Hour theatre, Jasper, Minn. — Small town
patronage.

PAINTING THE TOWN: Special cast.— No-
vember 13-14. Not the picture Uncle Carl would
have you believe. Just a good program picture.
No extra business. Seven reels. — H. H. Chase,
Diamond theatre. Lake Odessa, Mich. — General
patronage.

PAINTED PONIES: Hoot Gibson — Real good
Western. Would rate this as one of Hoot’s best.
Six reels. — E. E. Byrne, Columbia theatre, Athens,
O. — General patronage.

THE MARRIAGE CLAUSE: Billie Dove — Very
good. Worth running on your best night. Ex-
cellent cast, well acted. — Leon C. Bolduc, Bijou
theatre, Conway, N. H. — General patronage.

HEY HEY COWBOY: Hoot Gibson— A fair
Western. Five reels. — Leon C. Bolduc, Bijou the-
atre, Conway, N. H. — General patronage.

HELD BY THE LAW : Special cast — A fair
picture. Leon C. Bolduc, Bijou theatre, Conway,
N. H. — General patronage.

TAXI, TAXI : Special cast — Good little picture.
E. T. Dunlap, Dunlap theatre, Hawarden, la. —
General patronage.

PROWLERS OF THE NIGHT: Fred Humes—
November 22. A poor Western. Did not appeal
to our patrons. Action slow and not much of
anything in the picture. — George Lodge. Green
Lantern theatre, Claymont, Del. — Small town pat-
ronage.

THE MAN FROM THE WEST: Art Acord—
December 3. Above the average for a Western.
Plenty of action, a good deal of comedy, and a
good picture for small town. George Lodge,
Green Lantern theatre, Claymont, Del. — Small
town patronage.

SILK STOCKINGS: Laura LaPlante — October
3I-November 1. The best Laura LaPlante picture
I have ever played. Step on it, it will make you
money. I laugh yet whenever I think of the
court scene. Seven reels. — C. S. Watson, Electric
theatre, Caldwell, Kan. — General patronage.

RED HOT LEATHER: Jack Hoxie — November
26. Best Hoxie we ever played. Had everything
— comedy, good acting, action and general appeal.
Fine for small towns. — George Lodge, Green Lan-
em theatre, Claymont, Del. — Small town patron-
age.

RED HOT LEATHER: Jack Hoxie — December
5.' A very good Western to average business.
Five reels. — E. M. Biddle, Strand theatre, Paoli,
Ind. — Small town patronage.

THE DENVER DUDE: Hoot Gibson— Decem-
ber 8-9. Not as rough as the usual Hoot West-
ern, but seemed to please. Six reels. — Wm. E.
Tragsdorf, Trags theatre, Neillsville, Wis. — Small
town patronage.

Warner Bros.

THE COLLEGE WIDOW : Dolores Costello —
80%. December 4. A very good college picture.
— R. Pfeiffer, Princess theatre, Chilton, jWis. —
Small town patronage.

BITTER APPLES: Monte Blue — 30%. Decem-
ber 1-2. Monte Blue at one time was a big draw-
ing card for me but I am afraid those days are
gone forever. Each release this past year has

registered a decided decrease, and this one didn’t
help you any that’s sure. Six reels. — Homer P.
Morley, Princess theatre, Buchanan, Mich. — Small
town patronage.

A MILLION BID: Dolores Costello— 87%. No-
vember 20. A good picture. Seven reels. — R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

THE BLACK DIAMOND EXPRESS: Monte
Blue — 40%. November 24-25. A good picture to
very good business. Seven reels. — R1. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

WOLF’S CLOTHING: Monte Blue— 40%. De-
cember 9. A good novelty action picture. — Bert
Silver, Silver Family theatre, Greenville, Mich. —
General patronage.

JAWS OF STEEL: Rin Tin Tin— This dog
does not draw so good for me anymore as people
seem to be tired of his pictures. Six reels. —
E. E. Byrne, Columbia theatre, Athens, O. — Gen-
eral patronage.

THE THIRD DEGREE: Dolores Costello — This
picture proved to be a very interesting one and
went over fine with our patrons. It’s a drama
that holds your attention very well and makes
a corking good regular program picture. Eight
reels. — Giacoma Brothers, Crystal theatre. Tomb-
stone, Ariz. — General patronage.

THE MISSING LINK: Syd Chaplin— This is
Syd’s best one since “Charley’s Aunt.” Very
good, no kicks. Nine reels. — E. E. Byrne, Colum-
bia theatre, Athens, O. — General patronage.

HILLS OF KENTUCKY: Rin Tin Tin— Very
good. The dog does some fine acting in this
one. — R. K. Lattin, Strand theatre, Valparaiso,
Neb. — General patronage.

Short Subjects

EDUCATIONAL

FELIX COLLAR BUTTON: These cartoons
always seem to please. This one is about up to
usual standard. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

GIDDY GOBLER: Neal Burns — A good com-
edy but a few rotten titles enough to spoil it.
Two reels.— Bert Silver, Silver Family theatre.
Greenville, Mich. — General patronage.

QUEEN’S WILD: The animals in this comedy
are all that saved it. — Bert Silver, Silver Family
theatre, Greenville, Mich. — General patronage.

TWO TIME MAMA: I call this type of com-
edy rotten, unfunny and smutty. A good chaser.
Two reels. — Bert Silver, Silver Family theatre,
Greenville, Mich. — General patronage.

F B O

BEAUTY PARLOR: A good comedy that
pleased most patrons. Two reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

HEAVY HIKERS: Three Fat Men— If you like
fat men this is good. Two reels. — Bert Silver,
Silver Family theatre, Greenville, Mich. — General
patronage.

MICKEY’S PALS: Very good kid comedy.
Pleased all. Two reels. — A. G. Witwer, Grand
theatre. Rainier, Ore. — General patronage.

TANKS OF WABASH: Three Fat Boys— The
first of these we have had and it seemed to get
the laughs and many commented on it. Two reels.
— A. G. Witwer, Grand theatre. Rainier, Ore. —
General patronage.

THREE WISE GOOFS: Three Fat Men— A
good comedy. Good print. Two reels.- — L. Deyo,
Miers theatre, Schoharie, N. Y. — General patron-
age.

WEDDING DAZE: Three Fat Men — A good
comedy. Pleased my crowd. Two reels. — L. Deyo,
Miers theatre, Schoharie, N. Y. — General patron-
age.

WHAT! NO SPINACH: A dandy little comedy.
Two reels. — L. Deyo, Miers theatre, Schoharie,
N. Y. — General patronage.

FOX

A FOOL AND HIS HONEY: Fairly amusing.
Two reels. — A. G. Witwer, Grand theatre. Rain-
ier, Ore. — General patronage.

PERMANENT RAVE: Pretty good. Seemed
to go over with the crowd. Two reels. — A. G.
Witwer, Grand theatre, Rainier, Ore. — General
patronage.

TWENTY LEGS UNDER THE SEA: Comedy
above the average. Has story value and numerous
good laughs. Two reels. — A. G. Witwer, Grand
theatre, Rainier, Ore. — General patronage.

METRO-GOLD WYN-MAYER

DOG HEAVEN : Our Gang — A good dog com-
edy. That dog sure knows a thing or two. Will
more than please your patrons. Two reels. —
G. B. Orne, Richmond theatre, Richmond, Vt. —
General patronage.

NEVER THE DAMES SHALL MEET: Charlie
Chase — Just fair. Two reels. — G. B. Orne, Rich-
mond theatre, Richmond, Vt. — General patronage.

PARAMOUNT

DR. QUACK: Lots of good clean comedy in
this. Two reels. — G. E. Wendel, O. H. theatre,
Smithland, la. — General patronage.

MAD SCRAMBLES: Not fit to be seen any-
where. Too rank. Two reels. — G. E. Wendel,
O. H. theatre, Smithland, la. — General patronage.

PATHE

BIGGER AND BETTER BLONDES: Charlie
Chase — Good comedy. Two reels. R. Pfeiffer,
Princess theatre, Chilton, Wis. — Small town pat-
ronage.

CAPTAIN KID’S KIDS: Harold Lloyd— This
is a Lloyd re-issue but it’s good. Two reels. —
R. Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

DON’T TELL EVERYTHING: Good. Two
reek. — R. Pfeiffer, Princess theatre, Chilton, Wis.
— Small town patronage.

FORGOTTEN SWEETIES: Charlie Chase—
Any Chase comedy is a good comedy. This boy
makes any of the two reel comedians look foolish.
His comedies have real stories, new gags, and
plenty of real hearty laughs. Keep up your good
work Charlie and don’t get the swellhead. Two
reels. — Leo J. Burkhart, Hippodrome theatre,
Crestline, O. — General patronage.

LOVE MY DOG: Our Gang — -A good comedy
but not as good as previous Gang comedies. Two
reels. — R. Pfeiffer, Princess theatre, Chilton,
Wis. — Small town patronage.

MANY SCRAPPY RETURNS: Charlie Chase
— Good. Two reels. — R. Pfeiffer, Princess theatre,
Chilton, Wis. — Small town patronage.

MICKEY’S ELEVEN: These Mickey McGuire
•omedies are very good. Two reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

SHOULD SLEEPWALKER’S MARRY: Good.

Two reels. — R. Pfeiffer, Princess theatre, Chilton,
Wis. — Small town patronage.

SMITH’S KINDERGARTEN: Good. Two

reels. — R. Pfeiffer, Princess theatre, Chilton, Wis.
—Small town patronage.

SMITH’S SURPRISE: Good. Two reels.— R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

THERE HE GOES: Good. Two reels.— R.
Pfeiffer, Princess theatre, Chilton, Wis. — Small
town patronage.

WHY GIRLS LOVE SAILORS: Good. Two
reels. — R. Pfeiffer, Princess theatre, Chilton, Wis.
— Small town patronage.

UNIVERSAL

ON FURLOUGH: A dicknailing good laugh-
able enjoyable comedy. No smut in this one.
Book it. — Philip Rand. Rex theatre, Salmon,
Idaho. — General patronage.

ROARING GULCH: Ed Cobb— Usual type of
short Western. Okey for filler with comedy fea-
ture. Two reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

RUNNING WILD: But the real star was on
his vacation and my patrons asked why not so
good as the rest. Two reels. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General patron-
age.

SPLASHING THROUGH: George Lewis— Col-
legians No. 8. They had the “Dr." back on the
job and this was extra good. — Bert Silver, Silver
Family theatre, Greenville, Mich. — General pat-
ronage.

MISCELLANEOUS

CRAZY TO ACT: Fair. — R. Pfeiffer, Princess
theatre, Chilton, Wis. — Small town patronage.

December 24, 1927

EXHIBITORS HERALD

95

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on Eastman Film

The commanding position
which Eastman film occupies to-
day has been won by years of
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by years of cooperation with
the industry.

To get the highest possible
photographic quality on your
screen, always specify prints on
Eastman Positive.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

96

EXHIBITORS HERALD

December 24, 1927

CHICAGO PERSONALITIES

1 1 By W. W. — =

Lorch Employs New
Method in Selling
Fathers Pictures

At this time of the year everybody is
supposed to write a review of the year;
just why nobody seems to know, but it’s
the thing to do. It makes no difference
whether anything of note happened during
the 365 days, you’ve got to do it just the
same, so here goes. But what the devil did
happen that we should hash up for mental
digestion, or perhaps indigestion?

The merger of the two big companies,
P-D-C and Pathe, had a real significance
for Harry S. Lorch. When the merger
came Lorch was Chicago manager for
P-D-C, and was made branch feature sales
manager for the new combination. Then
a number of recent changes made him gen-
eral branch manager of Pathe Exchange,
Inc., in Chicago. And at about the same
time, Lorch was elected as president of
the Chicago Film Board of Trade.

Lorch has recently put into effect a new
policy in selling the Pathe product in coun-
try territories. Special showings are ar-
ranged in various small towns throughout

Well, if we must bring up such subjects,
there was the famous strike that closed the
doors of Chicago cinema palaces for more
days than we want to recall. Also exhibi-
tors in some quarters held up contracts for
so long a time, some of the boys grew
frantic. However, there were a few hap-
penings that are worth recalling, such as
the Motion Picture Ball held, last spring,
and the more recent banquet that went off
in great style, and sent everyone home
happy. There was also the film tourna-
ment at Olympia Fields which gave the
boys one whole day of first class fun, and
everybody went home from that with some
sort of a trophy testifying to his having
gone around the course in something less
than 300.

But why go into all this history stuff?
If you are at all interested, this much
should have started the old bean off, so

from here on do your own recalling. Every
man for himself.

But there is one thing we do want to do.
We wish all our friends down the row just
exactly the sort of Christmas and New
Year you would pick out for yourself if
you could do your own choosing. Man-
agers, salesmen, bookers, exhibitors, office
girls and all the rest of you — -A Merry
Christmas and a Happy New Year.

* * *

Leroy Alexander has purchased stock in
Columbia Pictures Corporation, Chicago
office, and has been made associate man-
ager of the Chicago exchange with Henri
Ellman.

^ ^

Joe Pilgrim, who was manager of the
Academy theatre, died last Monday of
septic poisoning. He is survived by a wife
and seven children.

It Has Been A Pleasure

f

to Serve You

& jWerrp Christmas!

and

Happy J^eto Pear

For Illinois

GREIVER PRODUCTIONS

83 1 SOUTH WABASH AVENUE
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.

of INDIANA
2 1 8 Wimmer Building
INDIANAPOLIS

^ emcrtuo, ill. liNuirti'irtrciuo i#

$

Sidney Stern

of

Film Laboratories

Wishes You All

jilerrp

CfjrtStmas

and a

lappp
J^eto gear

736 S. Wabash Ave.
Chicago

Phone Wabash 6528

Programs

prepared by us
get the public
interested in
your shows.

Let us send you
some samples.

THE NATIONAL

PROGRAM & PRINTING CO.
729 So. Wabash Ave. - Chicago

December 24, 1927

EXHIBITORS HERALD

97

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Wishing You All

& jWnxp Cijustmas anti
a Happr Jlrtu ©ear

H* A* Ross

N. F* Agnew
J* CL Kent
Harry Neill
Walt Wiens
E* Louis Goldberg
E* T. Smith
Harry Simons

Barney Barnard
Harry R* Hamburg
Allan Burke
E* L Rubin
Harry Hurley
W* T. Smith
Lester Kampel

Paramount

Chicago

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HENRY M. HERBEL

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Louis Laemmle

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William Brumberg

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Lipton Astrachan Ben Eisenberg

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William Baker

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Robert Funk

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Fred Healy

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Jack St. Clair

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Alfred Platzman William Wendell

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December 24, 1927

98

EXHIBITORS HERALD

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C.W* Eckhardt
E. P. Qrohe
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F. J* Flaherty
L.V. Kuttnauer
H ♦ O’Brien
A.W. Parker
J. Raper
Q. Levine
J ♦ A* Scott
A. M* Van Dyke
L* Dreher
H. H. Hill

Fox Film Corporation

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EEEEEEEEEEEEEEEEEEEEEEEEEEEEE

the territory and exhibitors who have no
other way of seeing pictures before they
buy are given a chance to see the pictures.
The plan is proving very successful.

Universal Boasts
Several Veterans
in Chicago Office

At the Chicago exchange of Universal
may be found several veterans in Universal
service. Lipton Astrachan has been at the
Chicago office 15 years, which is going
some in this industry. He has at last got
rid of his old Buick rattler and purchased
a new Hup sedan that, he claims, looks
like a LaSalle.

Ben Eisenberg, short subject manager,
has been with this office for 13 years and is
still going strong, and Bob Funk, who
works the country territory in Indiana, has
seen 10 years of service.

Henry M. Herbel is the newest member
of the force, having just been made gen-
eral manager of the exchange. Herbel
got so tired of jumping from one end of
the country to the other as Western divi-
sion manager, he accepted his new post so
he could stay home now and then.

Bill Brumberg’s one ambition in life is
to wear the flashiest clothes in the ex-
change, and the same holds true for his
cars. At present he startles traffic with a
pea-green French Victoria Nash.

* * *

Then there’s Louis Laemmle, who every-
body knows as the brother of carl. Be-
sides being home office representative, he
keeps himself busy managing about six
theatres. Bill Baker, the demon automo-
bile driver, handles the North side. It is
reported that Reginald Denny has tried to
hire him to double for him in his racing
pictures, but Bill prefers to run over all
the curbs in Chicago. Night driving is his
specialty. Jay O’Connell, who works the
South side, is a true son of Old Ireland,
and Fred Healy is just as much Scotch as
O’Connell is Irish.

A1 Hoffman, who has had the Tri-City
territory for a short time, has put Univer-
sal on the may along the river. He whips
a mean Whippet. Milt Krueger is the an-
swer to a farmer’s prayer. He handles the
small towns of Illinois, and it’s said that
all the farmers on his route have discon-
tinued all newspaper subscriptions. They
get all the news from Milt. Jack St. Clair,
the man with the almighty laugh, is an-
other old-timer and handles the suburban
territory. When Jack laughs, the whole
world laughs — and shakes — with him.

* * *

A1 Platzman furnishes the wit for the
boys at Universay, and Will Rogers is his
only rival. But he needs his humor, for
boy, how he can hold up a show ! Walter
Hyland, the booker, should have been
mentioned long ago, for he’s been with
the company 13 years. He is noted for his
deluxe service, and has been known to
drive 200 miles just to deliver a news reel.
Bill Wendell has been with the company
five years and in all that time he never has

December 24, 1927

EXHIBITORS HERALD

99

been known to utter an unnecessary word.
He’s known as silent Bill Wendell.

Jack Baker, who keeps the name of
Laemmle and Universal before the eyes of
the public, can spot a picture of Snookums
in every newspaper in the land, including
New Zealand.

Here ’s Low-down
on All the Boys
at Fox Exchange

By actual check, it has been determined
that the phrase, “What Price Glory,” has
been heard 42,461,787 times during the last
year in the Fox exchange, and during the
last few remaining days of 1927, the figure
will have been greatly increased.

During the short intervals when he is
not broadcasting the news of Fox Films,
Clyde Eckhardt may be found planting
Black Hill spruce and shrubbery around his
newly purchased home in Wilmette right
in the midst of all the other North Side
ritzy residents. Interesting personalities
are numerous at the Fox exchange. Grohe,
who works the North Side, stays up late
at night with his dog trying to figure out
what to do with his spare time when the
hunting season closes. South-Side Loeb
has already worn a hole in the living room
rug knocking little balls around in an effort
to keep in trim for next season’s golfing.

* * *

It is rumored that A1 Capone is envious
of Flaherty’s beer and the boys are
anxiously awaiting an invitation to his
house warming in his new Oak Park home.
Parker is back in the Fox fold after
spending a year in the alleged sunny Cali-
fornia. Parker prefers Chicago snow to
California sun, if any, he says. O’Brien
is the boy who forgets to put initials on
his contracts, and since Levine is covering
his territory in a new Buick, everybody
is expecting great things of him. Since
Scott bought a new Chrysler in which to
peddle films instead of buying a new Ford
rattler, the guys are wondering if there
isn’t something really the matter with his
grey-matter after all. Raper, the T and T
road agent, who drives from Champaign
to Chicago in two hours and fifteen min-
utes, challenges any new Ford owner.

* * *

Since Kuttnauer has become a father, he
spends most of his time broadcasting news
about his offspring. VanDyke has become
famous, already, for his expression, “take
that guy to the Film Board,” and Booker
Dreher has damaged his tonsils saying,
“gimme that date on ‘Madame Wants No
Children,’ or you don’t get ‘What Price
Glory.’ ” Cashier Hill can detect a rubber
check a mile off, and the best thing he
does is to hold up pictures.

FBO Celebrates
Christmas With
Grab-Bag Party

One of the first stops of S. Claus this
year will be made at the FBO exchange,
where he will be greeted Saturday after-
noon by the entire force. Should the old,
bewhiskered gentleman, fail to appear in
person, there are several men in the ex-
change who can serve as understudies in
excellent fashion. The Christmas party
will be complete with grab bag, Christmas
decoration and the best of Christmas spirits.
(Note to home office. No double mean-
ings intended.)

Headed by Herb Washburn, the FBO
exchange is just one big, happy family.

IF WE TOOK THIS WHOLE PAGE IN
THE “EXHIBITORS HERALD” IT
COULDN’T HALF EXPRESS THE
GOOD WISHES WE SEND TO ALL OUR
EXHIBITOR FRIENDS FOR

& 3&abtant anb ^rosiperous
Jleto §ear

Max Mazur
D. E. Ross
A. G. Perretz
Murray K. Ross
J. E. Armgardt
H. D. Gharness

Frank P. Ishmael
E. L. Brichetto
Max Schwartz
Oscar Florine
T. G. Jordan
J. G. Kemptgen

Sales Staff of

Metro Goldwyn Mayer

CHICAGO OFFICE

<9

$9

19

eaftm’S Greetings

from the

EDUCATIONAL EXCHANGE

Dave Dubin, Manager
Perc Barr Saul Bragin

Joe Hartman T. Pinsky

Harry Goldberg E. Enk

831 South Wabash Avenue

CHICAGO

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100

EXHIBITORS HERALD

December 24, 1927

Yes, big is right, for don’t forget the
Corpulent Trio, composed of Walter
Brown, Len Ullrick and Ted Meyers.

Walter has a good nose for news and
always has a good item for us. Len is
the golf enthusiast of the office, and would,
no doubt, be a wonder if it wasn’t for
one thing. When he puts the ball where
he can hit it, he can’t see it.

Joe Lyon can always entertain an ex-
hibitor with fish stories. It is said of Joe,
that he never misses a sale of an F B O
picture if it has a shot of a good fishing
stream in it. Joe goes up into the North
woods every summer on his vacation and
sends back pictures of himself with huge
strings of fish, but the truth is, Mrs. Lyon
catches the fish, and Joe poses.

ifc SjC

Sam Gorelick, who works the North
Side, is the office Apollo. Handsome
and soft-spoken, he makes an interesting
contrast to Ed Johnson, the foreign am-
bassador to Indiana. Every Hoosier ex-
hibitor knows this red-headed F B O
top-notcher and is always glad to see him.
Ben Edelman, although new in the organ-
ization, is doing his part to keep the
exhibitors around Peoria supplied with the
product of F B O. Anna Cushman, the
booker, is one of the few women bookers
in the industry, and years of experience
have given her a thorough knowledge of
the business.

* * *

The Shore theatre at Essex and 75th is
to open in the near future. Bookings will
be handled by Coston.

Jfc ifc

Max Schwartz of M-G-M will spend
Christmas with his family in Milwaukee.
Max’s wife has her birthday anniversary
on Christmas day, so Max kills two birds
with one stone, if you get what I mean.

“Merry Christmas and a Happy
New Year” was the message this
Christmas card bore to us. It was
sent to us from E. P. Grohe of the
Fox exchange, and we liked it so
much we are reproducing the
cover here, just to put a little
Christmas atmosphere into our
pages. The drawing is the work
of Glenn Grohe, the 15-year-old
son of Mr. Grohe. Glenn has fin-
ished a course at the Art Institute
and is now attending the Chicago
Academy of Fine Arts.

Paramount Force
Well Organized to
Serve Exhibitors

Headed by H. A. Ross, division manager,
and N. F. Agnew, branch manager, the
Chicago exchange of Paramount is well
organized to handle the Paramount product
in this territory.

J. O. Kent is city sales manager, and
E. Louis Goldberg, Walt Weins and E. T.
Smith handle the West, North and South
sides of the city respectively. Harry
Neill is short subjects manager. Harry
Simons covers the territory of northern
Illinois, and Harry R. Hamburg covers
the southern territory of Illinois. Allan
Burke works central Illinois and Barney
Barnard travels central Illinois and
Indiana.

E. I. Rubin, Harry Hurley, W. T. Smith
and Lester Kampel represent the ad sales
department.

Educational Force
Boasts a Variety
of Odd Talents

A variety of avocations, hobbies and per-
haps even misdirected talents, are to be
found among the sales force of Educa-
tional. Led by the dynamic Dave Dubin,
they all go in for something in addition
to selling the product of Educational.

Dave’s great purpose in life, other than
selling Educational, is philanthropy. He

The United Artists Sales Force

of

Chicago — Minneapolis — Omaha

Wish You All

anb a

& ffiimy Cftrtsftmas

’Prosperous; 1928

C. C. Wallace

J. S. Abrose
F. R. Martin
Herb Haynian
D. V. McLucas
L. L, Ballard
Edward Grossman
Herman Okun
Frank Young

Harry Zink
E. W. Bishop
A. W. Kloepper
H. C. Remington
M. S. Frankie
C. J. Feldman
Eddie O’Donnell
T. G. Traeumer

December 24, 1927

EXHIBITORS HERALD

101

plays papa to Chicago’s flocks of orphan
pigeons and gets a great kick out of it.

Then there are the two ivory experts
at Educational, Perc Barr and Saul Bragin.
Perc is past master of the leaping ivories
and many are the I. O. U.’s that he has
garnered. Saul tickles the ivories and his
one ambition in life is to let his hair grow
long like Paul Ash.

Joe Hartman, erstwhile treasurer at the
Cubs park, keeps company while off duty
with kings and queens and jacks, and his
greatest desire is to hold a straight flush,
but lady luck usually deals out a pair of
deuces to him. Harry Goldberg contents
himself with queens. It is said that he’ll
run after any queen that even smiles at
him — yes, he’ll run mile after mile to
escape.

Educational has another runner in T.
Pinsky, who does a marathon every
morning to get to work on time, and even
sprains an ankle to do it. E. Enk, the
office manager, makes a hobby of holding
down one jab year after year and Edu-
cational has profited by this hobby for
eight years.

Yes, sir, Dave and his crew are a versa-
tile lot.

* Hi *

William Mendelssohn, publicity director
for United Artists, and who was assigned
to do the preliminary work for the open-
ing of the new United Artists theatre De-
cember 26, has finished his duties and has
left for Minneapolis.

Nellie Revell, one of the best known
publicity directors in the country, has been
assigned as permanent publicity director
for the new theatre. Dr. Hugo Reisenfeld
has arrived with his own organization in
preparation for the opening. Max Cooper,
who has been with Reisenfeld for a num-
ber of years, will be house manager.

United Artists Has
Good Organization
in Chicago District

Since the recent changes and enlarge-
ment made in the Chicago district of
United Artists, C. C. Wallace, general
manager, has developed an efficient and
well organized sales force to serve ex-
hibitors. All salesmen are under the super-
vision of the Chicago office, but exchanges
are maintained also at Minneapoflis and
Omaha. The territory as a whole is di-
vided into exchanges, zones and routes,
and by a system worked out by Wallace
a permanent record and check is available
at all times of every man and the territory
that he covers.

At present the line-up of the sales force
is as follows: C. C. Wallace is general
manager of the district. J. S. Abrose
serves as special representative. Fred
Martin, formerly branch manager at Indian-
apolis, is Chicago office manager, and
Herb Hayman serves as Minneapolis office
manager; D. V. McLucas manages the
Omaha office.

* * *

L. L. Ballard is a salesman working
Milwaukee out of Chicago, and Edward
Grossman also works out of Chicago.
Herman Okun and E. W. Bishop are work-
ing in Wisconsin out of the Chicago office.
Frank Young and T. G. Trauemer work
in the city of Chicago. Eddie O’Donnell,
H. C. Remington and A. W. Kloepper are
Minneapolis salesmen, and M. S. Frankie
and C. J. Feldman occupy similar positions
in Omaha. Harry Zink is the Chicago
booker.

W. W. Black, general sales manager of
the Educational department of Pathe, was
in town last Tuesday and held a sales con-
ference while here. He left for Detroit
and Cleveland, where he will hold similar
conferences.

C. C. Wallace held another of his suc-
cessful pre-release showings at the Eighth
Street theatre last Friday, when a large
number of exhibitors came to see “Sorrell
and Son,” the United Artists picture made
by Herbert Brenon.

M-G-M Salesmen
Will Have Vacation
Du ring Holidays

Christmas should be enjoyed this year
by the boys at Metro-Goldwyn-Mayer for
they all get a vacation during the holidays,
which, to our way of thinking, would be
a real Christmas gift.

At present the M-G-M sales force in-
cludes Max Mazur, country sales manager ;
Brichetto, who covers the South Side and
who drives the world’s worst Ford ; A. G.
Perretz, Illinois salesman, who hails from
Florida, drives a red and black Chevrolet
and likes cheese better than anything else
in the world ; Murray K. Ross, a new-
comer from the East, who with H. D„
Charness and J. E. Armgardt also works
the towns of Illinois ; Frank Ishmael, city
sales manager ; Max Schwartz, who has
the appearance of coming from Milwaukee

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EXHIBITORS HERALD

December 24, 1927

attb a Jtterrp Christmas

and does; Oscar Florine, whose recent
journey through Indiana has been fraught
with all sorts of disasters; D. E. Ross,
who hails from Ohio; T. G. Jordan, the
scholar of the office, and J. G. Kemptgen,
who handles the non-theatricals.

Sidney Stern Succeeds
with Film Laboratory

During the few short years that Sidney
Stem has operated his film laboratories in
Chicago, his business has grown by leaps
and bounds and he now has one of the
most modem and well-equipped plants in
this territory.

Thousand of feet of film can be dried
simultaneously in his plant, and large rush
orders for film are turned out with utmost
speed. When the film showing Lindbergh’s
arrival in Mexico reached Chicago, Stern
made more than 100 prints for Chicago
theatres.

Joseph Schenck, head of United Artists,
and A1 Lichtman, vice-president and gen-
eral manager, passed through Chicago last
week on their way to the West Coast.

* * *

Howard Brolaski, country salesman for
Warner, broke his arm in an automobile
accident near Bloomington last week. He
will be confined in a hospital there for at
least three weeks. A tough break!

The Lincoln Hippodrome has changed
hands from the Orpheum circuit to the
G. & E. circuit, composed of Henry Gold-
berg and George Evans. Vaudeville will be
discontinued and a picture policy goes into
effect on the first.

Service Talks

( Continued from page 77)

have cared for the accurate history of the
speedy Missourian? And isn’t the Fred
Thomson impersonation of Jesse a better
one to set before the eye of Young America
than the older conception? Of course, of
course, and of course. Wherefore —

This “Jesse James” picture is a speedy
young thing, done by Silver King and Mr.
Thomson’s merely human assistants in dash-
ing manner. Aware, as I am, of Mr. Thom-
son’s vast popularity, I feel sure that, like
the king, he can do no wrong and, so, has
done none in this case. I cannot refrain,
however, from adding that Chicago’s own A1
Capone, or any of a dozen other modern
metropolitan characters, make Jesse James

seem a genteel and unglamorous gentle-
man. Must we wait until these people die
before picturing them?

“ GET YOUR MAN ”

I ’VE been charged with that deadly hang-
over of a darkened age, a “grudge” against
Miss Clara Bow. Isn’t that terrible? Yes-
sir — it is held, in at least one quarter, that
I have my tomahawk (Yeo-o-o-w!) all whet-
ted up to get this young lady’s scalp. The
charge is complete down to the detail of
motive, where it flivvers quite badly, and
for the sake of the charge itself I now state,
in this space and with all these reader wit-
nesses, that I hope Miss Bow becomes the
greatest little box office star in the world —
a hope I issue as earnestly for all the other
little box office stars — and I add confession
of a purely personal hunch that she’s in a
fair way to do just that thing. While add-
ing, however, I am compelled to add also
that if she become the greatest little box
office star in the world as a result of appear-
ing in pictures like “Get Your Man” — with
the inevitable result of other little stars
being placed in similar pictures — I shall
yield this chair and its privileges to any
and all comers without a struggle and with-
out a pang. “Get Your Man” is just about
as wrong as pictures get to be without get-
ting locked off the screen.

The lovely little idea of this picture is
something as follows: The gal goes for a
nice young man who’s engaged to a nice
young lady, learns the circumstance, crashes
the n. y. man’s parental manse, meets the
n. y. lady and the venerable Dads who made
the match seventeen years back, kids the
n. y. lady’s father into an engagement (duly
announced) and then arranges to be caught,
by everybody concerned, with the boy friend
in her boudoir and all the folks in nighties.
Whereupon — -as the picture tells it — the thing
to do seems to be to marry the youngsters
to each other and conclude that a pleasant
time has been had by all.

This is, in modulated tones, the sweet
little thought given Miss Bow for a convey-
ance. To her credit let it be said that the
blame for it rests not upon her immature
shoulders, nor her mature talent. The error
is further back, way back in the brain cell
of the person who cooked up the idea. It
is, if you ask me — and of course you don’t —
the sort of error that can be corrected most
effectively by removal. All of which is
another way of saying that I was quite a
little ashamed of the picture business when,
as I left the theatre, I noted the nettled and
slightly regretful expressions on the faces
of those on either side of me.

I’m still ashamed.

Here’s Wishing You
a Merry Christmas
and the Happiest, Most
Prosperous New Year

HARRY S. LORCH
Branch Manager
Pathe Exchange, Inc.

Pathe-DeMille Features— Path® Short Subjects— Pathe News— Pathe Westerns

LUPINO LANE COMEDIES
HAMILTON COMEDIES
BIG BOY-JUVENILE COMEDIES
DOROTHY DEVORE COMEDIES
BOWERS COMEDIES
LARRY SEMON COMEDIES
TUXEDO COMEDIES
With 'Johnny Arthur
MERMAID COMEDIES
{Jack White Productions)
CAMEO COMEDIES
LYMAN H. HOWE'S
HODGE-PODGE
OUTDOOR SKETCHES
by Robert C. Bruce
FELIX THE CAT Cartoons
by Pat Sullivan
CURIOSITIES
The Movie Side-Show
Produced by IV alter Flitter
KINOGRAMS

The News Reel That Tops the Field
CARTER DeHAVEN
in Character Studies
McCALL COLOUR
FASHION NEWS
with Hope Hampton

HP

lo YOU.... The Merriest
of C hris tmas es and Most Prosperous
o f N e w Ye a rs

For twelve years, I have had the privilege of wishing the
motion picture exhibitors of America a Merry Christmas and
a Prosperous New Year.

And each succeeding year, these wishes have been realized
with increasing fullness. Year after year, the Christmas
Season has brought our industry to the close of an epoch ot
new progress and new prosperity. So glowing have been the
fade-outs of Old Years, that high hopes for the New have
been far removed from the usual holiday platitudes, and
anticipations of things better and finer have been cherished
as certainties.

Nineteen hundred and twenty-seven has been a year with-
out parallel for exhibitors and producers alike. The Merri-
ness of our Christmas is assured; for it comes at the end of a
twelvemonth of unprecedented progress. We enter into the
Yuletide Season with a sense of having brought motion
pictures nearer to that goal which we never shall acknowledge
having reached. And, with the promise of a past so unique
in its achievement, we move on into 1928, knowing that the
industry will conquer new kingdoms and wishing each other
a full share in the treasures to be won.

PRESIDENT

EDUCATIONAL FILM EXCHANGES, Inc.

Member, Motion Picture Producers and Distributors of America. Inc.

Will H. Hays, President

“I PREDICT AN ERA OF
PROSPERITY IN 1928

such as show business has never seen!”

John Gilbert & Greta Garbo
in Love Opens Shortly For
Extended Runs:

'Newman, Kansas City ; State. Houston; Melba,
Dallas; Columbia, Washington, State, St. Louis;
Merrill, Milwaukee; Strand, Minneapolis,
Tower, St. Paul ; Texas, San Antonio; Roosevelt,
Chicago; Victory, Evansville, Ind., Canton,
Canton; Broad, Columbus; Stillman, Cleveland,
Arcade, Jacksonville; Imperial, Charlotte; Palace,
Memphis; Vendome, Nashville, Grand, Atlanta;
Temple, Birmingham; Regent, Harrisburg;
Colonial, Reading; Norva, Norfolk, Va.; Penn,
Pittsburgh; Valencia, Baltimore; State, Boston;
Valentine, Toledo; Denver, Denver; Criterion,
Oklahoma City; .Missouri, St. Joe; Queen,
Galveston, Strand, Hartford; Des Moines, Des
Moines; Majestic, Bridgeport; Bijou, New
Haven; Capitol, Cincinnati; Strand, Waterbury;
Capitol, New Britain; State, Buffalo; Sun,
Omaha; Million Dollar, Los Angeles; United
Artist, Seattle; California, San Francisco; Day
ton, Dayton; Liberty, Portland.

You will announce, simultaneous
with its great $2 Embassy run,

JOHN

Gilbert

GRETA

Garbo

LOVE

Based on Tolstoi’s
“Anna Karenina”
Directed, by

Edmund Gouldirig

You will advertise direct from
its 4 smashing months at $2 Astor

RAMON NORMA

Novarro Shearer

The STUDENT PRINCE

in Old Heidelberg

ERNST LUBITSCH’S production with Jean Hersholt

C^gjESB

SECTION 2

}L. XXXII, No. 2

■

December 24

k

1927

OLYMPIA
THEATRE
Miami, Florida

irdjloridou

Whether it be in Florida, California, New York or New Mexico, the Wurlitzer
Organ is installed in every motion picture theatre where enterprising managers seek
the finest equipment and entertainment. Everywhere in motion picture circles
you will hear unanimous acclaim of Wurlitzer organ supremacy, because no other
organ is so beautifully toned and so responsive to the slightest touch. You, too,
may reluctantly but eventually be convinced of the superiority of the Wurlitzer
Organ, even though it require the replacement of your present instrument.

Beautifully illustrated
Theatre Organ catalog
will he mailed promptly
upon request.

Wurlitzer Organs are
built in many styles and
sizes to fit your particular
requirements.

V/urlHzer Organs

™ REC.U.SPAT.oer

REG.U.S.RAT.OFF

b FACTORY, N. TONAWANDA, N. Y.

New York
Cleveland

Philadelphia
St. Louis

Cincinnati

Detroit

December 24, 1927

EXHIBITORS HERALD

3

The ONE Method of Heating Organ Chambers

A Contrast of

Organ Chamber Heating Methods

An organ chamber heater to heat successfully must warm every part of
the chamber with a steady uniform heat at all times. Evenheeters do this!!
They meet the required standards. All the air in the organ chamber is
heated to the proper temperature due to continuous circulation and this even
temperature is maintained by thermostatic control.

There is no radiant heat; even the exterior of the Evenheeter does not
become warm. All the heated air shoots out the top, travels to the highest
point and then slowly circulates about the chamber on its return to the
Evenheeter where it is sent ceilingward once more. This in brief is the
Evenheeter principle which is efficiently accomplished by Evenheeter con-
struction.

Further there is no electrical current wasted because there is no radiator
effect present to overheat adjacent organ parts. Consequently Evenheeters
can be used in the most crowded organ chamber without danger of over-
heating the pipes and chests.

Contrast this with the radiator type heater, be it steam, water, gas or
electricity. Around the radiator the air is hot; too hot in fact for surround-
ing organ parts which as a result become dried out, warped and otherwise
damaged. Then around the reeds and metal pipes, where the heat is essen-
tial, it does not strike, for unlike the Evenheeter the radiator depends on
radiant heat and also upon the very slow circulation of air to warm the
organ chamber. Consequently very little convection heat is found. There
is no general circulation of heated air through the chamber because radiator
construction does not permit free unrestricted circulation of air through it.
As a result the radiator type heater heats only in areas; around the radiator
the air is overheated. Farther away, where warm air is most essential the
temperature is too low and at the chamber’s ceiling there is apt to be a layer
of warm air that does not circulate — serves no purpose and that represents
paid for but wasted heating energy.

In the radiator type heater this lack of proper circulation means lack of proper heating
while with the Evenheeter the constant circulation of warm dry air means perfect heating
service.

Study the two illustrations shown at the top of the page. They will tell further the story
of Evenheeters. Write us of your organ chamber heating problem. We will gladly give any
information you desire.

CRAMBLET ENGINEERING CORP.

286 MILWAUKEE ST. MILWAUKEE, WIS.

4

BETTER THEATRES SECTION OF December 24, 1927

ZARING’S BEAUTIFUL EGYPTIAN
THEATRE, INDIANAPOLIS, IND.

FEATURES THE

arr ana

o

Hon

AMERICA S FINEST ORGAN

Mr . A. C. Zaring, the well-known western exhib-
itor, has added to the eye-appeal in his theatre — the
maximum ear- appeal with the Marr and Colton organ
— truly a great combination for box office value.

CUMarraJ@olion&

o nip any

GENERAL OFFICES AND FACTORIES

WARSAW, N. Y.

NEW YORK OFFICE
SUITE 2.013, PARAMOUNT BUILDING
TIMES SQUARE

CHICAGO OFFICE
708 CONGRESS BANK BUILDING
506s. WABASH AVE.

Maximum

Public Appeal

The maximum public appeal from
the standpoint of box office value is
the combination of eye-appeal and
ear-appeal. Beautiful appointments
lend attraction to the eye — euphoni-
ous organ music lends appeal to theear.

We shall be pleased to send you de-
tails about Marr and Colton organs.
Sign and return coupon for catalogs
and estimate.

The Marr and Colton Company
Warsaw, N. Y.

We are interested in a Marr and Colton organ.
Will you please send us further particulars and cat-
alogs. We understand this does not obligate us in
any way.

Name

Address

City c

Theatre

Seating Capacity

©He ©Hist) J?ou III 1 jWerrp CfjnstmaS

CHARLES B. O’NEILL

Advertising Manager

A monthly supplement of Exhibitors Herald, published for the information
and guidance of theatre owners in matters of theatre construction, opera-
tion and equipment and to promote the ideal of greater and finer theatres

HARRY E. HOLQUIST
Eastern Representative

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray
Douglas Hodges,

Editors, The Studio

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

The successful theatre today is the
one that pays strictest attention to
its physical features. Cinema pa-
trons demand more than pictures.
They must be given every degree of
comfort, convenience and atmos-
phere.

To the enterprising exhibitor Better
Theatres each Issue presents numer-
ous ideas and suggestions for in-
creasing profit through better pub-
lic service and management.

SUBSCRIPTION RATES

United States and possessions —

$3 per year.

Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

YOUR property is worth thousands, but do you guard it properly?

“Better Theatres” in this issue presents the protection policies
adopted by exhibitors in many of the larger cities of the country.
Precautionary measures now may save you a fortune.

DO you know your law? Undoubtedly some legal question
arises every day to puzzle your mind. It may cause you end-
less worry unless you consult an attorney. In this issue, Leo T.
Parker, well-known attorney, discusses a number of recent legal
decisions.

THE Village Theatre, a pictorial layout of attractive small thea-
tres. These houses are worthy additions to the theatre field in
New England. In these photographs you may find a suggestion or
two which will aid you in building your next playhouse.

SPANISH motif predominates in the new United Artists theatre
in Los Angeles, which is scheduled to open soon as a link in
the company’s nation-wide chain of houses. The company’s Chicago
theatre also will open to the public during the holiday period.

EGYPT offers a new motif in design for the theatre builder. This
is the second of a series of articles by Will Whitmore, dealing
with Old World architecture. During the coming months Mr. Whit-
more will review for “Better Theatres” readers many architectural
types.

YOUR Everyday Problems continues this month as a regular
feature of “Better Theatres.” In this department the exhibitors
discuss the various knotty problems with which they are confronted
from time to time. This is an open forum for all our readers.

6

BETTER THEATRES SECTION OF December 24, 1927

You Could Run a
Good Show in a Bam

provided you had the proper equipment and a capable
organization.

And a modern auditorium without them would
make a mighty poor theatre.

Yet many magnificent theatres contain insuffi-
cient and inferior equipment — due either to improper
budgeting or a distorted sense of values.

Unless your new theatre is carefully budgeted,
there will be very little over for equipment.

And these are the tools with which you and your
staff must work day in and day out for many years to
come; they are the tools with which you must pro-
duce results.

“Better Theatres,” issued as a supplement to
Exhibitors Herald every fourth week, is gauged to
inform you completely on modem equipment. If
you are contemplating building or remodeling, study
it carefully before you budget your project.

BETTER THEATRES plans for the new year are compre-
hensive. The scope of its service to exhibitors will be broadened.
If you miss reading an issue of this section of the HERALD
you will miss articles of great importance to your business.

December 24, 1927

EXHIBITORS HERALD

7

The Tampa

There is a combination of C-H Simplicity Dim-
mers which will exactly fit the needs in any
theater — regardless of size, or decorative scheme.
Moreover, the original installation is easily
adapted to any remodeling plan as C-H Dimmer
plates are interchangeable.

C-H Dimmers are compact. Contacts on both
sides of plates allow double the number of circuits
in the same space.

C-H Dimmers
adaptable to all
theaters

improves every program this way

Front elevation view of the Tampa
Theater, Tampa , Fla. A view of the
stage is shown above . Eberson &
Ebe rson , A rchitects, of Ch icago ,
created the Tampa. An F.A. Switch-
board •with C-H Dimmers supplies
the beautiful lighting effects.

THE Tampa Theater, Tampa, Fla., is one of the new and
distinctive motion picture theaters which are using C-H
“Simplicity” Lighting Dimmers to improve each presentation.

The management realizes that without proper lighting con-
trol, beautiful interior decorations and careful film selections
are not enough to maintain steady patronage. Appropriate
lighting effects bring out hidden beauties of architecture,
music, and the picture — make every program better.

Any color combination and any brilliancy from full to
black out, in any sequences, are easily arranged and followed
with C-H Simplicity Dimmers. Exclusive features of design
assure efficient, economical operation, and long attention-
less service. C-H Dimmers are easy to install, adaptable to
all theaters, leaving no reason why your theater, too, can’t
be given this distinction which will gradually, surely
encourage steady patronage.

Your architect or electrical engineer will tell you how easily
this improvement can be made and C-H Engineers tvill gladly
help. The booklet “Illumination Control for the Modern
Theater" gives complete information.' Write for your copy.

The CUTLER-HAMMER Mfg. Co.

Pioneer Manufacturers of Electric Control Apparatus

1268 St. Paul Avenue Milwaukee, Wisconsin

CUTLER^ HAMMER

Perfect Illumination Control Jot the Modern cTheater

8

BETTER THEATRES SECTION OF December 24, 1927

lOl YXAIW or
MAMUTACTURING
EXPEHIENCB

Fla., operated by Paramount Enterprises.
Kiehnel and Elliott, Architects.

THEATRE SEATING DIVISION SALES OFFICES

Baltimore, Maryland
Boston, Massachusetts
Buffalo, New York
Chicago, Illinois
Detroit, Michigan
Kansas City, Missouri

113 West Conway St.

174 Portland St.
Wells and Carroll Sts.
439 Railway Exchange Bldg.
404 Film Exchange Bldg.
1310 West 8th St.

Los Angeles, California
Minneapolis, Minnesota
New York, New York
Philadelphia, Pennsylvania
Portland, Oregon
St. Louis, Missouri

San Francisco, California 737 Howard St.

801 East 7th St.
357 Loeb Arcade
516 West 34th St.
244 South 5th St.
148 North 10th St.
6th and O’Fallon Sts. .

COCOANUT GROVE PATRONS
WILL BE COMFORTABLE!

rJ"HE beautiful new Cocoanut Grove Theatre in Greater Miami was seated by Heywood-
Wakefield. The patrons of this Paramount operated house will find a generous
measure of comfort in OC 439 Special, the seat shown above. Its deep, curved back and
spring filled seat are designed to afford restful posture and relaxation throughout the

entire performance.

The OC 439 Special is but one of a long line of Heywood-Wakefield theatre seats. There
is a wide variety of regular and special designs, but no matter which
you choose, you are assured of a practical, comfortable, good-looking
theatre chair produced by the same organization that has developed
successful theatre seating for Roxy, Publix, Palace-Orpheum, and a
host of other chain and independent exhibitors.

If you have not yet received a copy of our Theatre
Seating Catalogue, write for it.

December 24, 1927

EXHIBITORS HERALD

9

Protection {lays! Of course, not all vandalism is evi-
dence of lack of protection, hut how much better to
he comparatively certain of maintaining unimpaired
such a theatre as the above.

The fruits of bombs! A beautiful playhouse con-
verted into a shell of destruction when the dyna-
miters got busy. A series of bombings in the last
few weeks has caused enormous damages to theatres.
(P. & A. Photo.)

Your Property Is

Thousands

YOU must guard your property!

The theatre owner, like all other
business enterprises, is not immune
from the nuisances which may cost him
thousands of dollars a year.

There is the bomb, the box office
bandit, the stench bomb thrower, the
hoodlum, and a hundred and one other
sources of costly annoyances.

You who have experienced these and
you who have read in the Herald of
the great loss of property and life
through these criminal activities, will not
agree that they are just nuisances and
annoyances, and we will agree with you,
but to serve our purpose in this article
we will describe them as such.

In the hope of benefiting exhibitors
everywhere (and that is the mission of
the Herald and of “Better ■ Theatres”)
this service second of the Herald has pre-
pared a symposium of theatre protective
measures as practiced in various sections
of the country.

Facts presented in this compilation
may aid you, and through subsequent
response from you other exhibitors may
be helped. Subjoined is presented facts
concerning protective measures of thea-
tres in a number of the cities of the
country:

Bank Pickups
Protect Iowa Houses

Safe-cracking, once the de luxe and
popular vocation of Iowa’s underworld
kings, has for many moons, been sup-
planted and superceded by the more
genteel and profitable occupations of
bootlegging and embezzling if Max
Friedman, booker for the A. H. Blank
houses in the Middle West, knows his
nitro-glycerine.

No gentleman burglar, says Friedman
facetiously, wants to be the laughing
stock of his fellow artists and opening
the average safe in an Iowa theatre
would put him in that intolerable posi-

BUT

have you got
it properly
protected?

Cfl You have one of the biggest
investments in your city. Other
mercantil e establishments have
taken the precaution to guard
their property. Have you?

The story of the need of theatre
protection is told in these bits of
the storage battery and clock
used in the bomb set off at the
Parthenon at Berwyn, 111. (P. &
A. Photo.)

Worth

tion. What would he do with the 15
cents he might find there, queries the
young booker? Who knows?

With cries for farm relief splitting the
air, with the past record of bank fail-
ures and the present agitation for better
roads, Iowa could be in that sorry situa-
tion. The truth of the matter is, that
the Blank and the Commonwealth thea-
tres and the Blank Independent chain
have solved the problem, not by failing
to make any money, but by seeing to it
that money in quantities is not kept in
the safes. s

Arrangements with Des Moines banks
and those in other towns in Iowa, pro-
vide for bank representatives who call
for the Saturday and Sunday receipts
after the shows and see that they are
deposited properly under guard. On
other days banking can easily be done
by special request. There hasn’t been a
bank robbery a la theatre, Friedman
says, for ages.

Only a moron would attempt to crack
a safe in the average Iowa theatre.

* * Jjc

Special Police Are
Atlanta's Protection

Regularly appointed night watchmen,
each maintained on the pay-roll of the
particular theatre entrusted to his care —
and special police protection have served
so far to preclude any such disasters in
Atlanta, Ga., theatres as the bombings
perpetrated in several sections of the
country.

Each of the five major theatres — ■
Howard, Capitol, Keith’s Georgia, Loew's
Grand, and the Metropolitan — maintains
its own night watchman, who makes
regular rounds at stated intervals
throughout the night. These watchmen
go on duty before the last performance
is concluded and remain until the clean-
ers come on the following morning, at
( Continued on f>age 50)

10

BETTER THEATRES SECTION OF

December 24, 1927

The Village Theatre

The small town theatre can be made just as pretentious
for its community as the deluxe theatre is for the large
city. This is abundantly illustrated in these pictures (all
by H. E. N.) from New Engl and. The two top pictures

W. G. Upshaw designed the 1,200 seat Norwood at
Norwood, Mass. William Breen is manager.

A credit to the community is the Orpheum theatre at
Danvers, Mass. Louis Brown is owner.

show how difficult engineering probl ems were solved in
constructing the B & G circuit s Elms theatre at Chicopee,
Mass., Springfield suburb. Entrance to the $175,000 thea-
tre, which seats 1,272, will be through a corner store.

Another type of imposing construction is seen in
F. N. Perry’s Orpheum at Foxboro, Mass.

Brick finish is seen also in the recently opened Burr
theatre at Ludlow, Mass., F. R. Burr owner.

December 24, 1927

EXHIBITORS HERALD

11

Do You Know Your Law?

^ If an employe of your theatre is injured
* are you as the* employer responsible and
liable for damages ? If property is sold under
a warranty can the buyer rightfully recover
the purchase Price ?

^ If you sought to settle a case out of court
« would your compromise offer be binding ?
If you sold your theatre and agreed not to
enter business again in that locality would
that contract be legal ?

LEO T. PARKER

Cincinnati attorney answers these and other important questions in

How to Avoid Legal
Controversies

THERE is little question but that
litigations involving theatre owners
would be reduced to a minimum, if
all proprietors and managers were famil-
iar with the presently established laws
which control the legal conduction of
theatres.

One serious trouble is that too much
legal information is “hearsay.” Usually
this information is unreliable, because in
many instances it is based upon court
decisions long ago obsolete. The result
is that theatre proprietors daily subject
themselves to costly litigations while re-
lying upon false legal knowledge.

With these thoughts in mind, I have
carefully reviewed the recent and numer-
ous higher court litigations involving
theatre owners, and have selected there-
from several important cases that in-
volve the most common sources of con-
troversy. In several instances, the
decisions have established new laws
which, of course, renders the cases of
special interest to theatre owners.

" * *

Offer to Compromise
Is Not Bi ndmg

Frequently, the parties to legal con-
troversies are restrained from submit-
ting a verbal or written offer to amiably
settle the case out of court, because of
fear that a compromise offer will be ef-
fective as evidence if the offer is unac-
cepted.

However, it is important to
know that an unaccepted offer to
compromise a controversy is not
binding on the person submitting
it, nor is evidence of such offer
admissable in the litigation which
may later develop.

This phase of the law was thoroughly
considered by the supreme court of New
York in the recent case of Buffalo Gaiety
Theatre Company v. Indemnity Insur-
ance Company of North America, 219
N. Y. S. 212. The facts of this case are
that the Gaiety Theatre Company was
insured against money losses from theft
and embezzlement. An employe of the
theatre embezzled $6,000. The insurance
company refused to pay the full amount,
but mailed its check to the theatre com-
pany for $2,000 offering to settle the
claim as follows:

“Replying to your letters of February
20 and March 23, we wish to advise that
we have concluded, after carefully con-
sidering the facts in this case, that we
are liable under the bond to the extent
of $2,000 for the loss for which claim is
being made herein. We are, therefore,
enclosing our draft No. 94,587, drawn to
the order of the Columbia Amusement

Company in the sum of $2,000 in full
settlement and satisfaction of any and
all liability.

“Please acknowledge receipt of this
draft.

“Very truly yours,

“WM :AS (Signed) William Merkle.”

The theatre manager refused to accept
the check as full payment and returned

LETTERS

from Readers

An extension of The “Letters from
Readers” department in Exhib-
itors Herald. All communications
must be signed.

Thanks, Mr. Alden

GLOBE, ARIZ. — To the Editor: Was
quite surprised and amused to read the
article by W. A. Sullivan, secretary of the
Globe Luncheon Club of Globe, Ariz., in
your “Better Theatres” section of Novem-
ber 26, 1927. Mr. Sullivan states, “We
regret our inability to comply with your
request as this community has but two
small theatres, thus rendering little oppor-
tunity for actual observation as to effect
in attracting people. Doubtless in larger
localities theatres play an important part
in attracting people and enhancing the busi-
ness of nearby merchants.”

In answering this little slam on our local
theatres, Mr. Sullivan, who is a bookkeeper
at a hardware store 55 ft. from my theatre,
is not, in my opinion, qualified to judge as
to the drawing power of theatres in the
commercial life of a city, owing to the
fact that he attends theatres regularb- once
each year. The occasion for this outburst
of his theatre attendance being, that the
hardware store above mentioned gives away
each year, a rifle or shotgun to the oerson
killing the first and sometimes the largest
deer of the season. Mr. Sullivan attends
on this occasion, I believe, primarily be-
cause his name is mentioned in the presen-
tation of the rifle to the winner. This
presentation has been from my theatre
stage for the past few years.

It must be that Mr. Sullivan has the
inverse ratio on theatre and commercial
( Continued on page 34)

it to the sender. In later litigation, the
theatre manager attempted to introduce
testimony in court to show that the in-
surance company admitted its liability
for the amount of $2,000 when submit-
ting the compromise offer.

However, the court held the testi-
mony irrevelant, and said:

“By the contract between the parties
the defendant (insurance company) un-
dertakes to indemnify the plaintiff (thea-
tre company) for the amount of loss
actually sustained. The amount of such
loss is uncertain and unliquidated, and
depends upon proof to be adduced
. . . the letter of the defandant ... is
not fairly susceptible of such a construc-
tion, but only that it constitutes an offer
to compromise a possible liability of
$6,000 by a payment of $2,000 in full set-
tlement. Such offers take place daily in
attempted settlements, and are always
construed as conditional and not abso-
lute offers. If the condition is not ac-
cepted, the offer falls.”

In view of these facts it is advisable
for prospective litigants to submit of-
fers to compromise the disagreement as
there is nothing to be lost and it may
be settled without entering the courts,
at consequently a great saving in time
and expense.

" * *

Newspaper Libels
Theatre

In the recent case of Shubert v. Va-
riety, 219 N. Y. S. 233, the Variety In-
corporation was held to have published
the libelous newspaper article, as fol-
lows :

“Shuberts Gouge $1,000 from Klein
Brothers.

“Force Vaudeville Act to Buy Release
— Klein and Imhoff Opening for Or-
pheum.

“Two former Shubert Acts were
routed by the Orpheum circuit this week
with Roger Imhoff and the Klein
Brothers. Both will open at the Palace,
Chicago, next Sunday, with the rest of
the Orpheum circuit to follow. The
Klein Brothers were to have played the
last half of this week at Loew’s Greeley
Square, N. Y. J. H. Lubin, Loew’s
booking chief, let them out of the bill
to make the Orpheum opening. The
Kleins had to pay $1,000 for a release
from the Shubert production contract
this week before they could accept the
Orpheum route.”

It is important to note the use of the
word “Gouge” in the headline was the
( Continued on page 26)

12

BETTER THEATRES SECTION OF December 24, 1927

Published Every Fourth Week by
Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.

Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

prise, maintained by you and the other merchants of the
community. Its purpose is community development. Its
success depends on your success and the success of the
other merchants.

5jc * #

Have You Parking Space?

Neighborhood theatre owners in Chicago may

be compelled to provide parking space for the
automobiles of their patrons if an ordinance pro-
posed by Alderman W. A. Rowan is found to be legal.

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications in addition to Better Theatres,
published as supplements to Exhibitors Herald: The Studio, every fourth
week, and The Box Office Record & Equipment Index, semiannual.

Vol. XXXI I December 24, 1927 No. 2

The problem of automobile congestion around neigh-
borhood theatres is rapidly becoming more and more
menacing, stated Mr. Rowan, and residents within two
or three blocks of the larger outlying motion picture
houses are many times unable to park their machines at
their curbs or in their garages.

Your Theatre
A Community Asset

MR. EXHIBITOR: Your place in a community is
solidly established. Had you ever questioned
your position, your fears, if for a moment you
had permitted yourself to become pessimistic, should now
be dissipated for through its comprehensive survey, pub-
lished in the last two issues, BETTER THEATRES has
presented you and other theatre owners facts which are
indispensible.

% Hs

“Your Theatre a Community Asset” and “Where
There’s a Theatre There’s Business” contained informa-
tion invaluable to you and to the trade in general.

You probably ask yourself: “How is it valuable?”

Let us cite the experience of one exhibitor. The the-
atre owner in question was erecting a new theatre. It
was costing him considerable money. The house was to
be a credit to the community. In financing he had per-
mitted everything but the installation of a good organ.
There was the hitch.

You have all had your problems to solve, as did this
exhibitor. And the solution was not as difficult as one
might think.

The local Chamber of Commerce, realizing the predica-
ment, and desiring for its community everything equal
in proportion to what nearby cities and towns possessed,
came to the foreground.

4= 5k

The Result: The Chamber of Commerce espoused the
exhibitor’s cause. The organization went to the busi-
ness men of the community and sufficient funds were
raised to buy an organ, commensurate with the standing
of the town, for the theatre.

That, we believe, should be sufficient illustration of the
value of the information presented in this series of arti-
cles. Your local Chamber of Commerce is a civic enter-

At some places, parking space in front of private homes
is “sold” to motorists attending theatres by persons who
don a red cap or other equipment to make themselves
appear officious. Many times the autoists who park their
cars along the curb in front of private homes tear down
fences, destroy shrubbery and run over lawns, declared
Mr. Rowan.

About 10 per cent of the theatre patrons at neighbor-
hood houses come in automobiles it has been estimated,
and therefore the ordinance will probably provide that
parking space for 10 per cent of the theatres’ capacities
be procured. No particular method or system is, as yet,
suggested. The theatres could provide this space free, or
could charge nominal rental, and the area for such a
place might be in a part of the building, in an adjoin-
ing building or in open lots.

sf: 5*^

Already Mr. Rowan has received a letter in which they
offer their cooperation from one of the large automobile
clubs, and he has received numerous ’phone calls and
other letters complimenting him for this action.

Theatre owners must solve parking problems of their
patrons, if they are to keep the good-will and patronage
of the neighborhood. Now is the time for exhibitors
everywhere to give consideration to this subject, for this
movement might spread.

this month welcomes
the following new ad-
vertisers : RICHARD R. BRUCKNER, 1819 Broad-
way, New York City; THE FILMACK COMPANY,
Inc., 730 South Wabash Avenue, Chicago, Illinois;
MOVIEADS INC., 507 Fifth Avenue, New York
City; THE TANGLEY COMPANY, Muscatine,
Iowa.

December 24, 1927

EXHIBITORS HERALD

13

United Artists’
Los Angeles
Theatre to
Open Soon

Here is shown the architects concep-
tion of how the new entertainment palace
will appear on the opening December 26.

«>

Host of Elaborate
Construction
Features
Seen

Above is shown the entrance lobby; to the left
is a view across the front of the interior.
C. Howard Crane and Walker & Eisen are
the architects. The theatre will be one of a
series of presentation houses.

14 BETTER THEATRES SECTION OF December 24, 1927

Spanish Motif in United Artists Theatre

Alabama House Is Model of
Economy in Building

THE new United Artists theatre, which
will be opened this month in the
heart of the business district of Los
Angeles, will be a magnificent structure
which will incorporate all of the best fea-
tures of the most recently built theatres
plus some additional new ones. West Coast
Theatres will operate the house.

The new theatre utilizes about one-half
of the total space in the new California
Petroleum Corporation building.

The style of architecture, while Spanish
Gothic, is in harmony with much of the
achitecture of Southern California.

The general interior arrangement of the
theatre differs radically from other Los
Angeles houses in that a great deal of
attention has been given to both entrance
lobby and foyer, to be called the “foyer
promenoir” and which can accommodate
more than 1,500 persons without crowding.
Lobby and foyer are approximately 40 feet
high.

The lobby is done in black, gold, red
and buff marble, with large, gold mirrors
set in frames of antique design of antique
gold. The balcony is panoramic, and in its
rear is a promenade, with a passageway
leading into the foyer. Here are little off-
set balconies, from which one may look
into the general foyer.

The mezzanine is back and under the
balcony, like a receding under jaw. Here
are 200 seats.

There are two promenades — one for each
level.

The stage is large — about 30 feet deep
and 50 feet across the proscenium front.

The scenery is supported from a steel
gridiron, high up under the stage roof, and
is operated by a counter-weighted system
of ropes. The proscenium girder is 66
( Continued on page 16)

Architect' s Sketch of New
United Artists Theatre

AN excellent example of intelligent plan-
ning and economical execution in
l theatre building is found in the new
Ensley theatre, Ensley, Ala., operated by
R. B. Wilby, prominent theatre chain fac-
tor. The cost of the building itself is $58,-
000, while the appointments and equipment
cost an additional $22,000, bringing the
total investment to $80,000.

Neither beauty nor comfort was sacri-
ficed in the planning. The theatre is gen-
erally conceded one of the prettiest houses
of its size and class in the entire territory.
With a seating capacity of 950, the build-
ing proper measures 50 by 150 feet. It is.
of brick and tile construction done in the
colorful Spanish style.

A corner tower surmounts the building
and from the tower color-changing lights
make a brilliant and effective display. A
handsome marquee, brilliantly illuminated,
adorns the front entrance.

The Ensley has a special feature in its
colored balcony and separate entrance for
colored patrons that is proving a real asset.

The lobby is 20 feet wide, finished in
Spanish style with colorful decorations in
walls and ceiling. The floor is done in
brightly colored broken shards set in cement
throughout lobby and foyer. Bric-a-brac,
paintings, tapestries and attractive lamps
enhance the effect, while two wall foun-
tains, one on each side of the lobby, add
a note of movement and life.

The auditorium creates the impression of
spaciousness. It has the breadth and depth
and general arrangement of an expensive
theatre. Rich warm shades of orange, gold
and cream recall the decorative schemes
made famous by the magnificent buildings
comprising the San Francisco Exposition
in 1915. A more somber note is struck in
( Continued on page 17)

December 24, 1927

EXHIBITORS HERALD

15

Pointing Up Small Theatre

D. O. W hill den, architect, showed how a well-designed theatre is made a show -
■place of the small town when he laid out the Ensley theatre at Ensley, Alabama „

16

BETTER THEATRES SECTION OF December 24, 1927

ne Ashcraft

Your Projection Money

The scientific reasons for the higher efficiency of the Ashcraft
Intensiflector are less important to you than the money saving
possibilities of its use. Consider these — 100% increase in high
intensity efficiency — 50% current saving — 40% carbon saving.

UNITED ARTISTS
THEATRE — LOS ANGELES

60 Amperes Equal 120 Amperes
in Light Result

NEW

UNITED ARTISTS
THEATRE — CHICAGO

NEW

GENESEE THEATRE
WAUKEGAN, ILL.

A 1 1 opening Christmas
day with complete instal-
lations of Ashcraft lamps.

Send for the complete descriptive
folder

NEW

RIALTO THEATRE
WATERLOO, IOWA

ASHCRAFT AUTOMATIC ARC CO.

4212-16-18 Santa Monica Blvd. Los Angeles, Calif.

Intensiflector

Console ■ Orchestra - Stage Elevators

1819 Broadway

New York City

Spanish Motif in
United Artists
Theatre

( Continued from page 14)

inches deep and 50 feet long and weighs 60
tons.

There are four aisles.

The theatre proper is 100 feet wide and
150 feet deep.

An electric lift raises the orchestra pit
to the stage level and there is a separate
organ console liff, which raises to the same
level. The organ is a Wurlitzer and is
said to be the largest pipe organ in the
West.

* * "

The main support cf the balcony is a
double web-plate girder which spans the en-
tire auditorium, approximately 100 feet, and
which carries seven cantilevers and the
mezzanine, below. The girder is said to be
the largest individual structural member
ever fabricated and erected in one piece in
the West. It is three feet wide, seven feet
high, 100 feet long and weighs 103 tons.

Every seat in the big auditorium will be
alike. The chairs have been especially de-
signed for this theatre and have deep
cushions and air-inflated backs.

A refrigeration plant has been installed
at a cost of $100,000 of the latest washed-
air type, with dehumidifiers automatically
controlled to maintain a proper temperature.

The theatre was built, not only for the
present theatregoing needs, but has taken
into account the expected growth of Los
Angeles and the certain development of
the theatre. Its general style and equipment
is expected to be a standard for many
years to come.

Special accommodations have been made
underneath the great foyer for women
patrons. There is a large combination
lounge and smoking room, washroom and
— a decided novelty — a cosmetic room. This
room has been fitted with elaborate dress-
ing tables. The color scheme of the room
is one of greens and taupes.

* * "

For men there are rooms underneath
the main foyer, also. The rug in the foyer
was manufactured in Europe especially for
the new theatre. The colors were deter-
mined here before the order was given that
these colors might harmonize with the color
scheme of the entire theatre. The rug is
in the center of the foyer and is about
25 by 50 feet.

The new Los Angeles theatre is regarded
somewhat as a parent theatre to a group
that will arise in at least 12 cities. Four
others now are in process of construction,
and all will feature premier United Artists
pictures. Other cities which will have
United Artists theatres, it is expected are :
New York, Chicago, San Francisco, Balti-
more, Seattle, Portland, Kansas City, St.
Louis, Philadelphia, Minneapolis, Boston
and Pittsburgh.

An elaborate lighting system has been
installed. It is in five colors, red, blue,
amber, white and green. Thus, with a 10
preset switchboard, practically any com-
bination may be obtained. By means of a
recently devised indirect lighting system,
the entire color effect upon the ceiling
will be visible during the projection of the
picture.

»{c ■*. ,r

The dome is covered with silver-backed,
rough-faced mirrored discs — about 3,000 of
them — and, in addition about 2,000 glass
pendants. From the mosaic dome, an enor-
mous sunburst spreads in all directions. In
the auditorium proper there are no lamps
or chandeliers.

The side walls are in travertine, with

December 24, 1927

EXHIBITORS HERALD

17

three large perforated fans on each side.

The new United Artists opens with Mary
Pickford’s “My Best Girl.” It is planned
to give all United Artists pictures their
premiere in this house.

Plans for the new house were drawn by
C. Howard Crane of Detroit, who has de-
signed more than 300 theatres. Associated
with him were Walker & Eisen, Los An-
geles architects. The building is owned by
the Ninth and Broadway Building Com-
pany, operated by Joseph M. Schenck and
I. C. Freud. United Artists Theatre Cor-
poration has a lease on the theatre and a
portion of the office space, but the theatre
itself will be operated by West Coast The-
atres, Inc., under the direction of Harold
B. Franklin. Bruce Fowler has been se-
lected to manage the new theatre.

Alabama Theatre
Is Model of
Economy

( Continued, from page 14)

the pilaster decoration, which serves as a
foil for the brighter tones of walls and
ceiling.

From the four main entrances wide
aisles facilitate the handling of crowds.
The seats are particularly well chosen, be-
ing at once substantial, comfortable and
decorative. The rows are placed well apart,
allowing unusual freedom.

The stage is 35 feet wide and 20 feet
deep, adequate for vaudeville or presenta-
tion acts. Brocade and velvet draperies
set it off effectively. Draperies of the
same color are used for the exits.

The projection equipment is complete and
up-to-date. All the technical appointments
of the booth were supplied and installed
by the National Theatre Supply Company.

Powerful blowers control the ventilating
system, which is of the latest approved type.
It is connected with the central heating
plant.

The balcony, set apart for colored patrons
and entered from a separate stairway, is
built on a long ramp that affords a perfect
view of the screen from any seat.

The ladies’ lounge is attractively deco-
rated and appointed, thus providing an ex-
ceptionally interesting feature to a house
depending largely upon feminine patronage.

Another important item of equipment is
the Robert-Morton organ. Plans for the
building included an arrangement for the
organ chambers approved by an expert in
organ construction and installation. The
result is eminently satisfactory, giving the
fullest possible effect to the tonal quality
of the instrument.

At first glance the Ensley gives the im-
pression confirmed by more careful scru-
tiny— that an architect and showman com-
bined talents in designing and building the
house. The showman is R. B. Wilby,
owner and operator of the theatre, and
the architect is D. O. Whillden, prominent
architect of Ensley, who has designed and
constructed many of the finest buildings in
the state of Alabama. Without lavish ex-
penditure, they succeeded in evolving a the-
atre that in general excellence would com-
pare favorably with many that cost twice
the money invested in the Ensley.

Richard T. Kennedy, a young and enter-
prising showman, who is associated with
Mr. Wilby in the new enterprise, has per-
sonal charge of the management.

Kiwanis Elects Ace Berry

INDIANAPOLIS. — Ace Berry, manager of the
Indiana theatre here, was recently elected vice-
president of the Kiwanis Club.

Insure Capacity Houses
by Selling Thousands
of Coupon Books

We have just published a wonder-
ful booklet, “Coupon Books as Busi-
ness Boosters,” written by an expert
in sales promotion. It tells you how
to sell thousands of coupon books — $2.50 — $3.50 — $5.00 values — to the merchants,
manufacturers, newspapers, laundries, bakeries, etc. — and get your money in advance.

Ask for the booklet. It is free

The Arcus Ticket Co., 346 N. Ashland Ave., Chicago, 111.

New Stanley Theatre
Baltimore, Md.
Uses 2
BRANDTS

(bmfOlt -for patrons and employees

are two outstanding features of the new Stanley — made possible
through the most modern installations. No waiting at the box
office — two Brandts deliver correct change — instantly — direct
to the patrons. The ticket sellers — relieved of all mental calcu-
lations press-one-key-only and the Brandt itself makes the

change automatically.

Clfte vNeu>

THEATRE MODEL

Q With the Subtracting Keyboard

Sold direct d
not through dealers q^/

T*

r. Brandt
/ Automatic
/ Cashier Co.,

Trial

FREE

Dept. A,
Watertown,
Wls.

30 Datfs av

/

Please place with us

t°/

vV /

S TTi

/

on Thirty Days' Free
Trial your Brandt Auto-
matic Cashier. It is, of
course, understood that we
w can return it as we accept the
\ / trial without obligation or ex-
y ' pense.

/ Please check whether used on the
□ right or Q left side of Box Office.

Firm Name.

City

/ State....

18

BETTER THEATRES SECTION OF December 24, 1927

THE pride of craftsmanship is finely illus-
trated in Page Unit Organs. Each organ
is a distinct achievement of careful construction
and design. No wonder, then, that owners and
public alike hail Page Unit Organs for their
marvelous tonal quality, instantaneous response
and ever dependable action. And Page Unit
Organ Players have met with a noteworthy
reception in the many installations made of
them. Consult Page architects fully without
obligation.

THE PAGE ORGAN COMPANY

523 N. Jackson St., Lima, Ohio

-

19

December 24, 1927

EXHIBITORS HERALD

The

PUBLICS

Musical

Tastes

By CLARK FIERS

Organist, West Side theatre,
Scranton, Pa.

YOUR public, or in other words, your
auditences to whom you play for, has
a decided musical taste, which you
probably realize as well as recognize. In
case you don’t, take a tip and get hep
to those cash customers out there in the
plush seats, because they possess the power
to make or break you, and furthermore,
they have to be handled with kid gloves.
They can be as warm in their reception
to your efforts as one of Satan’s hottest
bonfires, or just as frigid as Greenland’s
icy mountains. And in the particular pro-
fession of theatre organ playing, I believe
the extreme heat is most generally pre-
ferred.

* * *

Anyway, who is a more veritable “slave”
to the public than the theatre performer,
no matter if he is actor, chorus boy,
orchestra conductor, organist or so on
down the line? The organist’s job is to
satisfy them musically and oftentimes this
proves to be SOME job.

Perhaps the first advisable step to take
would be for the organist to analyze his
audiences as quickly as possible. I believe
I have stated that fact in these columns
previously. It’s a good idea and I stick
to it. You will never find an audience
that prefers all jazz or all classics but
they may have a decided tendency for one
or the other.

The fact that popular jazz music holds
first place in the hearts of the younger
•element of today is well-nigh indisputable.
Witness the so-called “flapper” trade at
the Oriental theatre, Chicago. The younger
folk made the now popular stage band
type of entertainment what it is today, and
now the older folks enjoy it just as
much.

I believe I am safe in crediting most
of the success of the community singing
organ solo to the younger folk’s enthusiasm
to sing popular tunes to organ accompani-
ment. And they have doubtless insured
many other types of theatre offering suc-
cess, whereas the older folk would have
thought it boring and not worth while.

* * *

Therefore, is it not natural and advisable
for an organist to play up to his listeners
■of tender age instead of the few older
ones? Young people not only set the speed
for theatre 'entertainment, but in dress,
dancing, athletics and other diversions.

Don’t labor under the impression that I
wish to rap the older generation for their
taste in music. They were raised when
pipe organs in theatres were unheard of,

kMimm

The

Calliaphone

This new instrument, which {>1 ays
either automatically or by hand, was
reported on some weeks ago by J. C.
Jenkins, the “ Herald's ” rambling
reporter.

The Calliaphone is not a new instru-
ment, but this is the first year that a
model has been made for the theatre.
In addition to its use in the theatre,
the instrument is also a phase of the
equipment of many radio stations.

when theatres were simply “nickelettes”
and many of them cherish those old fogy
ideas yet, unfortunately.

Radio broadcasting has proved itself an-
other factor in gauging what the average
person’s musical taste amounts to. I have
recently had the pleasure of broadcasting
organ concerts, the popular request type,
twice a week, and it is interesting to note
just what the majority of these requests
amount to.

Out of one hour’s broadcasting, we re-
ceived about one hundred requests, and
fully three-fourths if not more, were for
popular fox-trots, ballads or blues while
the other fourth consisted of semi-classic
ballads, old-time songs, hymns and one or

two purely classical numbers. Radio is
not a definitely accurate method of deter-
mining public musical taste, but it is indeed
an important one.

The older generation prefers the older
ballads to the modern bizarre jazz num-
bers, the latter seem to bewilder them and
leave them in anything but a calm state
of mind.

Another thing: the public’s musical taste
can sometimes take a fancy to a musical
number, and by requesting its repetition,
make it immensely popular ; and by its
being repeated again and again, shorten
the term of its natural life. Take any
popular song of a year ago and try and
( Continued on page 46)

20

BETTER THEATRES SECTION OF December 24, 1927

The stage in the miniature atmospheric theatre

Entrance to executive offices

L. P. Larsen, President and Art Director

United Studios

Elaborate offices have been opened by the
Chicago corporation which builds theatres
from A to Z and equips them from entrance
to exit.

December 24, 1927

EXHIBITORS HERALD

21

Auditorium of miniature atmospheric theatre

Reception room looking into theatre

Rich Atmosphere

A distinct flavor of elegance of anoint-
ments is evident throughout the offices as
well as in the miniature atmosfiher7C thea-
tre shown herewith.

One end of president s office

22

BETTER THEATRES SECTION OF December 24, 1927

YES

The

RAVEN HA^E SCREEN

Is Being Used for the Showing of

DOUGLAS FAIRBANKS’

Latest Picture

THE GAUCHO

Picture Quality Prompted the Choice

Raven Screen Corporation New York, N. Y.

Three Styles — Moderate Prices — Convenient

Terms

THE

REPRODUCO

PIPE

ORGAN

Recent Installations:
Smith Theatre, Barnesboro, Pa.
Lewis Brecka, Chicago, 111.

J. Delisi & Co., Avonmore, Pa.
Oskar Korn, Fort Stockton, Tex.

T. W. Sharp, Little Rock, Ark.
Tokyo Theatre, Veedersburg, Ind.
Eagle Theatre, Jeanette, Pa.
Lyceum Theatre, New Orleans, La.
Oskar Korn, Pyote, Tex.

Idle Hour Theatre, Tama, la.
State Theatre, McComb, Miss.

Rialto Theatre, Bloomington, 111.

Is the original in its field. The only one with 10
years of steady, satisfactory performance back
of it.

DON’T EXPERIMENT

Get the Proven and Successful

REPRODUCO PIPE ORGAN

Ask the men who use them.

Over 1600 in daily use.

The Reproduco Pipe Organ Co.

715 N. Kedzie Ave.

Chicago Illinois

Reproduco Pipe Organ Co.,

715 N. Kedzie Ave., Chicago, 111.

Send me descriptive booklet and names of users of the Repro-
duco Theatre Organs.

Name — —

Gty - —State - - -

United Studios
Opens Elaborate
Chicago Offices

[Pictures on preceding pages]

IN the building at 14 West Lake street,.
Chicago, can be found one of the most
unique and beautiful suites of offices in
the country. It is really more than a suite
of offices, for besides the actual offices
there are show rooms, a plant for creating
theatre sets and decorations, drafting
rooms, and chief of all, a miniature thea-
tre.

This almost palatial place is the head-
quarters of United Studios, Inc., one of
the largest companies engaged in theatre
construction and decoration, in the world.

It specializes in building a theatre com-
plete from the original designing to the
last bit of equipment and decoration. Its
many departments include ornamental plas-
ter work, electrical effects, interior decora-
tion, stage scenery, rigging, draperies, fur-
nishings, carpets and equipment.

* * *

When one enters the door of the offices
in Chicago, he is hardly prepared for the
surprise that awaits him. Directly in front
of him he sees through an arched door-
way what appears to be the garden of an
old Spanish castle. But in reality this is
a part of the model theatre, lavishly cre-
ated in Spanish architectural style. This
little theatre is complete in every respect,,
and is of the atmospheric type. The au-
ditorium represents an open air garden.
Pigeons poise on the walls of the garden,
a fountain, illuminated with colored lights,
adds another realistic touch to the garden.
Overhead the ceiling has been given the
appearance of blue skies. Lifesize statuary
adorn the walls which have been decorated
with green vines.

In this model theatre are a score or
more of theatre seats, each one of them
of different design. A theatreman can
examine them at his leisure and choose
just what he wants for his own theatre.
The stage is equipped with drops, curtains
and scrims that make up the settings of
modern theatres. As you examine the thea-
tre, you tread upon soft, rich carpets.

The outer offices and the private office
of L. P. Larsen, president and founder of
United Studios, Inc., are constructed and
decorated on the same lavish and beautiful
lines of the little theatre. The drafting
room and workshop, although decorated
more simply, are still beautiful and attrac-
tive to the eye.

* * *

L. P. Larsen started in the scenery busi-
ness at the age of 14 and worked as scenic
artist until 1919 at which time he was in
charge of one of the largest studios in
the United States. It is interesting to know
that Larsen as a young boy in Oshkosh,
Wis., bought his first pair of long trousers
from Carl Laemmle, who was then a small
clothing merchant in the city. Today Lar-
sen builds million dollar theatres for the
same man who is now president of Uni-
versal Pictures Corporation.

In 1919 Larsen went into business for
himself and gradually progressed to the
point of adding draperies, carpets, rigging,
ornamental plaster, etc., to the firm.

In 1923 the firm underwent a huge ex-
pansion and general contracting was added
to the business of the organization. Today
it stands as one of the largest contracting-
firms in the country for the complete build-
ing, designing and equipping of theatres.

At the present time there is an average
of '500 men working for the organization.
The growth of the firm has been phenom-
enal, and the offices on Lake street are a
fitting home for this huge business cap-
tained by Larry Larsen.

December 24, 1927

EXHIBITORS HERALD

23

SPEAK of Egyptian architecture, and
one immediately thinks of the pyramids
of Gizeh and the Sphinx, but these
huge monuments form only a phase of
the architecture that came into existence
more than four thousand years ago, and
which remains today the marvel of even
this age of modern machinery and science.

From the standpoint of the theatreman,
there is a great deal of interest in
Egyptian architecture. This type of archi-
ture has been copied extensively in theatre
construction, and Egyptian theatres are
numerous throughout the country.

Like Moslem architecture, which was
treated in last month’s “Better Theatres,”
the architecture that flowered along the nar-
row valley of the Nile centuries ago offers
many opportunities to the theatre builder
looking for inspiration. The glamour and
mysteries of the people of the Nile when
their civilization was at its peak have lived
through the centuries, and these attributes
can be capitalized today by employing
Egyptian architecture in theatre con-
struction.

Like most ancient architecture, Egyptian
architecture was inevitably connected with
the people’s religion. In fact the temples
of worship and the tombs of the rulers
are the only structures that still exist as
records of the architecture of the ancient
Egyptians.

The character of the architecture is that
of massy grandeur and severe simplicity,
as exhibited in the simple, well defined
outlines and in the colossal dimensions of
their temples, and the immense blocks of
material employed in their construction.
The great object of their builders seemed
to have been, that the strength and dura-

EGYPT

offers

the

theatre
builder
a new
motif
in

design

By WILL WHITMORE

bihty of their structures should serve to
typify their own greatness.

Little attention was paid to dwellings,
which were regarded as only the tempo-
rary abode of the body; the tomb was
regarded as the permanent abode of the
body, hence all effort was put into the
construction of the tombs of the rulers.

This practice was due to religious belief
in the return of the Ka, or spirit, to its
earthly dwelling.

The tomb, therefore, contained the rich-
est art treasures obtainable. Its interior
walls presented numerous symbolic chron-
icles, painted, incised, or in low relief,
besides forming backgrounds for the
sumptuous sarcophagus containing the
mummy, as well as articles of domestic
use.

Aside from its contribution of monu-
mental architecture, Egypt bequeathed to
the world a distinct style of ornament
which has persisted in more or less popular
use to the present day. The flora of the
Nile, particularly the lotus, in bud as well
as in full bloom, and the papyrus served
as inspiration for the familiar forms em-
ployed. In the design of every type of
decoration, from an article of personal
adornment to the capital of a column, some
variation of these local motifs appeared.
Conventionalized bundles of lotus stems
bound together gave rise to an attractive
fluting to the columns.

Because sculpture formed a close link
with Egyptian architecture, it should be
mentioned here. Practically all buildings
were decorated with sculpture, and the
walls of the buildings were decorated with
incised figures. Whole records of a ruler’s
life were often thus graphically written
on the walls of temples and tombs. Wars
and other historic events were recorded
on the stone surfaces of these mammoth
structures.

The lion with a human head — the Sphinx
— has followed down to our day as a
sculptural type. Animal headed human
figures, deities in the Egyptian hierarchy,

24

BETTER THEATRES SECTION OF December 24, 1927

']

PC'

190^

- 1928

FROM the earliest days of modern show-
manship, the name, Peter Clark, has
been the headliner in stage rigging, coun-
terweight systems, orchestra pit and con-
sole lifts and mechanical theatre devices.
From the gridiron to the sub-basement, on
stage and in pit, Peter Clark equipment is
both necessary and profitable to the wide-
awake theatre man.

Certainly the experience in successfully
equipping most of the leading theatres of
the country during the “conscious era” of
better showmanship should guide your
choice of equipment.

Complete estimates, details and descrip-
tions gladly furnished. Send an outline of
what you need in building your new thea-
tre or modernizing the present one and let
us help you.

■'i

k

PKI EK CLARK, inc

STAGE EQUIPMENT

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Those Who Attain Better Projection

USE

CARBONS

Projectionists Who Seek Better Projection
Will Eventually Adopt Them

HUGO REISINGER

11 Broadway

New York

Reconstructed view of corridor
in Temfyle at Karnak.

appear in various sizes from tiny figurines
to colossal statues. The approaches to
many buildings were lined with a double
row of huge Sphinx figures. Numerous
sculptures of the Pharaohs, aside from
some remarkable kinds of portraiture, re-
main. The Scribe of the Louvre and the
wooden statue of Cheik el Beled are
notable examples.

All Egyptian statues represent the figure
distributing its weight flatly on both feet.
The figures of men usually were in a
walking position with the left foot ad-
vanced, while those of women showed the
feet planted squarely together.

It is the massiveness, grandeur of pro-
portions, and simplicity of lines that give
Egyptian architecture its wonderful charm.
It is almost impossible to visualize the
gigantic size of some of the buildings. In
some of the temples, huge stone columns,
eight and twelve feet in diameter rose to
a towering height of almost a hundred
feet.

Because of the dry climate, where rain
was almost unknown, the ceilings were
made by placing huge blocks of stone on
perpendicular pillars. The arch was seldom
employed, and the characteristic lines of
the architecture is straight lines. Usually
the walls and all other lines that are gen-
erally made perpendicular to the earth in
other types of architecture, were made on a
slant.

Everything in Egyptian architecture,
sculpture and decoration lends itself to the
modern theatre builder. Its uniqueness in
comparison to the modern styles of archi-
tecture will give a theatre an attraction
that few other types of architecture can.
Sid Grauman’s Egyptian theatre in Los
Angeles is probably known in every city
in the country.

However, in the use of Egyptian decora-
tion, especially, great care should be taken
not to overdo things. It is possible in
reproducing this style of decoration to
make it too flashy, and to produce an effect
unpleasant to the eye.

This occurred in the construction of the
Metropolitan theatre in Houston, Texas.
The theatre interior was executed in
Egyptian architecture and decoration.

Money was not spared in giving the
theatre the last Egyptian touch, and as a
consequence, the interior was too Egyptian.
Patrons refused to accept it as a place
of beauty, and within a year after the
theatre was built, it became necessary to
redecorate the interior. More than $100,000
was spent to tone down the decorations.

December 24, 1927

EXHIBITORS HERALD

25

Do You

Speed Projection? If You Do
You Should Be Fined

NEARLY every theatre you attend runs
their projectors at a different speed.
You may see a photoplay in one
house and then go across town to another
theatre and get an altogether different im-
pression of the actor or actress. At one
house they may have been acting very
natural, while in another the same actors
are evidently nymphs or jumping jacks
going about at an unnatural and impossible
speed.

Again arises that age old question of
“What is the natural speed the projector
should be run at?” In answer I might say
there is no set speed. The projectionist
should judge the acting and vary the speed
of the projector so that the scenes are
natural. A reel of film is run in all the
way from eight to 18 minutes. These two
amounts are of course the extremes.

Eight minutes per reel is of course just
tearing the film through at an unreasonable
and dangerous rate. There is no excuse
for this except greed. The management is
giving the projectionist orders to hurry
through because there is a crowd out in
front waiting to get in. In cases like this
the management should be fined, because
they are just tearing the film up. They are
over working the projectors and inviting
trouble. If the film should break while
at this speed it will run out in front of the
aperture and catch fire before it could be
stopped.

However, if the reel is run too slow it
is just as apt to catch fire and is just as
unreasonable on the part of the acting. It
is my belief that from 12 to 15 minutes
(to be varied according to the scene) is
about as good a rule as can be laid down.
But when people insist on murdering an
otherwise good picture because of greed
I think they should be reported if for no
other reason.

Perkins Criticizes
Alternating Current

As I step into some of the small thea-
tres a great pity arises within me for the
patron who must sit through a picture
being ruined by a lamphouse using alter-
nating current. Alternate current causes
uneven light sometimes pretty good but on
the average disgustingly poor.

To the exhibitor who is tormented with
this type, I extend my pity and sympathy.
The exhibitor that has this type of light
and does not feel financially able to go
in for the necessary equipment to change
from A. C. to D. C. and still cares to give
himself and customers a real treat the
Mazda equipment is a Godsend.

The Mazda equipment is fast growing in
popularity among the small exhibitors
throughout our country, both for econo-
mical and efficiency reasons. The Mazda
outfit is much more economical in the
original cost and in operation. As for
light on the screen ; for distances not to
exceed 65 or 70 feet it is good. On throws
up to 50 feet the 1000 watt, 110 volt gives
excellent light.

In first purchasing this equipment it is

Says WAYNE R. PERKINS

best the exhibitor consult some person
understanding this line for the right type
suitable for this particular use.

Eliminating Glare
About the House

Glare spots are very annoying to the
patron and should be eliminated. Among
things that cause a glare to the eye are the
clock when it is near the screen or in view
of the audience while viewing the picture,
lights on the side walls, music stand lights
(in pit) and any exposed lights about the
house. A very common glare is the signs
on either or both sides of the stage adver-
tising next week’s show. These do more
harm in most cases than good, because it
sets up an eyestrain. The patron does not

Saves All hut
One Reel in Fire

I was pleased to read your articles in
your November issue regarding “Our
Every Day Problems” in our picture
houses. It came to me right after I had
a fire in my theatre booth. I am, there-
fore, in a position to say a few words on
this subject.

My operator during nine years of work-
ing at a machine had never burnt a reel.
On the night of November 12 it happened
that we had already passed our main feat-
ure of the Dempsey and Tunney Fight
pictures. We also showed a two reel Uni-
versal Mustang picture. The last part of
the reel was in bad shape. It broke, I
would say, four or five times and finally
a piece of the film got caught in the film
trap door. When we stopped the machine
the door didn’t close and consequently the
film caught on fire. The first thing 1 did
was to grab the rest of the films and run
outside with them. After placing them in
a safe place I returned to the booth. I
knew I couldn’t stop the films from burn-
ing so I stood by the machines with the
intention of showing my patrons that
there was no danger of the building burn-
ing down. I lost only one reel and by
rights I shouldn’t have paid a cent for
the reel because it was in bad condition.
From now on I’ll insure every reel that
enters my place.

While I am also excited I’ll just add
another instance where disturbances are
often caused without reason. Here last
night a house caught on fire. The house is
fully one mile from my place. As soon as
I heard the noise outside I closed my doors
so that my patrons would not hear the
noise and cause a panic. After doing this
I walked quietly to my father and informed
him that a house on the outskirts of town
was on fire. Just at this moment a man
came in my show and hollowed to every-
body to please keep their seats, that a fire

realize it perhaps, but in case he does he
may even then lay it to other things. Some
theatres use brightly colored lights about
the house for decorations and four times
out of five they do more harm than good.
Often times you see patrons changing seats
and a great many times it is for this very
reason.

All lights should be indirect and then
carefully placed so as not to make unde-
sirable seats. Clocks should either be
placed at the rear or shielded in such a
way that it will not draw attention from
the picture. Orchestra lights should al-
ways be kept from the audience view.
Managers please remember there are plenty
of reasons besides poor pictures why people
may shun your theatre. Among these
“Glare” is in the front rank in most cases.

was going on but it was out of town. Now
if this man had not done this there would
not have been any disturbance at all. I
don’t think a person in the hall would have
known that there was a fire. That’s all for
this time. — Ury Ducote, Peoples theatre,
Cottonport, La.

Ounce of Prevention
Avoids Catastrophe

Replying to attached request beg to ad-
vise that strange to relate just had a small
fire in booth of our Majestic theatre, and
the attached clipping from daily paper,
the Piedmont, explains same.

We had about 10 or 12 reels in the booth
along with the one reel destroyed, which
you will admit was almost miraculous un-
der the circumstances. Also another
strange thing was the audience never
moved, orchestra kept playing and the
firemen came in and went upstairs very
quietly, but the fire was out when they
arrived due to the quick manner in which
the operator went after it.

Am pleased to report this to the trade
and trust it will help other exhibitors to be
prepared for just such emergencies at all
times, and let the slogan be “An Ounce of
Prevention Is Worth More Than a Fire.”
— always !

With best wishes for the Holidays, beg
to be — Ed C. Curdts, Majestic, Bijou and
Liberty theatres, Greenville, S. C.

Tells How He Handles
Darkened House

In reply to your letter as to the best way
to handle unusual occurrences the only oc-
currence of this kind in my experience has
been sudden darkness on account of a
transformer fuse blowing out or trouble
at the power house.

In one theatre the people were well be-
haved and retained their seats in composure
until other lights were hunted up and put
( Continued on page 44)

DIE EVERYDAY PROBLEMS

26

BETTER THEATRES SECTION OF December 24, 1927

Why the Syncrovertor is a Better
Method of Rectification

The Liberty Syncrovertor is a synchronous rectifier. It
represents a new and more efficient means of convert-
ing alternating current to direct current, simply and

economically.

The no-load requirements of the
Syncrovertor are very low, less than
100 watts, as the only power re-
quired is to turn the commutator,
the actual rectification being done at
the commutator, not within the
motor.

The watt imput is 25% less for equal
amperage at the lamp than on any
motor generator. This means a sav-
ing of at least 25% in power costs.
The Syncrovertor is a single phase
Where alternating current has been
used by a theatre and the booth is wired for single phase,
as it is in most cases, the Syncrovertor can be installed
without any change in wiring — a big saving in installation.
The Syncrovertor enables the projector to give a steady
light on the screen and is designed to automatically fur-
nish the additional current required by second arc, so that
there is no flicker on changeover.

The transformer of the Syncrovertor, with the motor
element idle, acts as a compensarc and will furnish cur-
rent to the lamps. This feature dispenses with the neces-
sity of the customary extra emergency unit.

multiple machine.

The Liberty

A Better Method of Rectification

LIBERTY ELECTRIC CORP.

Stamford, Conn.

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p. s.— An important article appeared in the Exhibitor's Herald October 29th,
1927, on Driving Down Overhead.

Do You Know
Your Law?

( Continued, from page 11)

primary reason the court held the pub-
lication constituted libel, and said:

“It is apparent, therefore, that the
headline, ‘Shuberts gouge $1,000 from
Klein Brothers,’ read by itself, is capable
of the construction that it charges plain-
tiffs with having deceived, defrauded, or
imposed upon the Klein Brothers. Such
accusations would clearly hold plaintiffs
up to hatred, contempt, or ridicule, and
would obviously be libelous per se. . . .
It is possible that, read as a whole, the
article may be given a harmless con-
struction. It does not follow, however,
that it must necessarily be given such
a construction, and that it is incapable
of an interpretation which warrants the
proper inference that it worked injury.
. . . The sting of a libel may sometimes
be contained in a word or sentence
placed as a heading to it, and the head-
ing is part of the article. The defendant
will often be held liable merely in con-
sequence of such prefix, where, without
it, he would have had a perfect answer
to the action.”

* * *

Agreement not to
Operate Theatre Void

On various occasions legal controver-
sies have arisen between purchasers and
the sellers of theatres where the seller
agrees not to enter into the theatre
business for a specified period of time
after selling the business.

The general rule of the law is that
agreements of this nature are valid, if
the contract stipulates a definite territory
in which the seller agrees not to engage
in a competing business, and if the period
of time over which the seller agrees not
to enter into competition is not of unrea-
sonable duration.

The higher court thoroughly reviewed
an unusual phase of this question in the
very recent case of Clay v. Richardson,
290 S. W. 235. The facts are that W. T.
Clay and B. T. Sanders owned and oper-
ated a picture show, and sold the same
to John Richardson for $10,500. The
properties delivered with the show were
of an actual value not exceeding $5,000.
The bill of sale covering the properties
was executed and delivered to the pur-
chaser, and contained the following
clause:

“We further agree, in consideration of
the premises, that we, nor either of us,
will again enter into or engage in the
theatre or moving picture business in
Olney, Tex.”

At the time the theatre was sold, Mr.
Clay owned a lot in Olney, Tex., upon
which he later built a building and fully
equipped it with motion picture ma-
chines, screens, chairs, and other things
necessary in the conduction of a motion
picture theatre and business. He rented
the same to a man named L. K. Bray,
who thereafter operated a picture show
in the town of Olney.

Suit was instituted by Richardson to
enjoin Clay and Bray from operating the
picture show mentioned. In the petition
presented to the court, Richardson al-
leged that Clay and Bray had conspired
together to avoid the force of the above
paragraph in the contract. Both Clay
and Bray denied the conspiracy, and al-
leged, in substance, that Bray was oper-
ating the picture show in the new build-
ing under a lease from Clay and that
Clay was not interested in the new busi-
ness.

After thoroughly considering all of
the evidence in the case, the lower court

December 24, 1927

EXHIBITORS HERALD

27

issued an order preventing Bray from
operating the theatre and preventing
Clay from leasing it. The higher court
sustained the verdict, and in explaining
the law on the subject in part said:

“We have carefully considered the
statement of facts and find that there is
evidence tending to show that the lot
upon which the new building was erected
and the new picture show is conducted
by Bray was owned by Clay at the time
Clay’s sale of his former business to
Richardson, and that, while denied by
both Clay and Bray, the evidence also
tends to show that the leasing of the
new building for a picture show business
by Clay and Bray amounted, in effect,
to a violation of the clause in the con-
tract between Clay and Richardson. . . .
While Bray was not a party to the con-
tract between Clay and Richardson, he
has injected himself into the subject-
matter in such a manner and way as to
render himself liable to the restriction.
That a seller of property may, by a re-
strictive promise, reasonably limited,
agree to refrain from himself engaging
in a business or from disposing of his
property in such a way that others en-
gaged in a business which would impair
the value of the property to the buyer
for the purpose for which he intended to
use it, is not to be questioned.”

* * *

Exhibitor Liable for Hurts
Caused by Unsafe Conditions

The supreme court of West Virginia
in the case of Turschel v. Rex Amuse-
ment Company, 136 S. E. 30, has just
rendered a decision holding a theatre
owner liable for $18,000 damages for in-
juries sustained by a patron who slipped
upon a loose torn carpet and fell.

The details of this case are very im-
portant to all proprietors, because of the
fact that this theatre owner was held
liable in damages as a result of the
patron’s injuries, primarily for the rea-
son that the theatre employes failed to
report the unsafe condition of the carpet.
For this reason, the proprietor was un-
able to make the needed repairs and
was deemed to be negligent in main-
taining the premises in safe condition.

Also, it is interesting to observe the
details of the injury which resulted in a
verdict for large damages. The testi-
mony disclosed that on the night of
October 15, a girl aged 23, and several
companions attended an entertainment
in the Rex theatre at Wheeling, W. Va.
As they were descending the stairs be-
tween the balcony and the first floor of
the theatre, the girl slipped and fell
breaking an ankle. One of her compan-
ions summoned a motor car. When she
reached home. Dr. Wilson set the frac-
ture and put the ankle in a cast. For
about nine weeks she was compelled to
keep the ankle in an elevated position,
and for weeks suffered such pain that
she could not sleep without the aid of
drugs.

An X-Ray picture taken during this
period showed a simple fracture of the
tibia and fibula bones at the ankle. After
using crutches for four or five months,
and a cane for a month or two, the in-
jured girl was able to walk a little with-
out support, but not without pain and
swelling of the ankle. About five
months after the injury another physi-
cian began treating the ankle electrically
and with massage, in an attempt to keep
it in proper position until the muscles
should strengthen sufficiently to hold it,
and also to prevent stiffening of the
joint.

A second X-Ray taken about three
weeks before the trial showed that the
bones had healed, but with a slight dis-
placement. The condition of the girl at
the time of the trial was proved to be as
( Continued on page 32)

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Speed

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Also Ventilating Fans and Blowers.

28

BETTER THEATRES SECTION OF December 24, 1927

Two Million Dollar Theatres

The Qarfield ,
Milwaukee

THE new $1,000,000 Garfield theatre,
a Saxe neighborhood house located on
Milwaukee’s North Side, was designed
by Dick & Bauer who found their inspira-
tion in the magnificent and lavish achitec-
ture of the Louis Fifteen period. The
house staged its formal opening only
recently with the cooperation of the neigh-
borhood merchants and a special edition
in the Milwaukee Journal.

The flamboyant French architecture of
the early eighteenth century has never been
surpassed in sparkling elegance and piquant
motifs, and the theatre is said to be one
of the most lavish and original playhouses
in the country. The theatre is of the
atmospheric type and yet the designers
have incorporated all the surprises of the
atmospheric house without losing any of
the splendor of the standard theatre
interior.

The auditorium presents the appearance
of an imposing inner court of a French
palace, enhanced by the view through the
gorgeous arches and the vast ceiling domes
of a realistic sky. The approach to the
auditorium through the lobbies is equally
lavish. A spacious foyer, with large
marble fireplace, is entered through a vesti-
bule glistening with polished travertine,
while mirrors reflect the crystal chan-
deliers.

The 2,000 seats of the auditorium are
reached by aisles covered with specially
woven carpet, while the design and arrange-
ment of the seats insure comfort and per-
fect view of the screen from all places in
the house. The screen is of unusual size
and the angle of projection, together with
the latest type of projection machines, in-
sures the best in motion pictures.

In keeping with the design are the furni-
ture and hangings. A large amount of
period furniture, lamps and draperies add
the final touches of artistry to. this palace
of entertainment. The stage has the most
modern equipment and a ventilating system

Garfield Interior

with refrigeration has been installed.

A veteran theatre man is manager of the
new Saxe House. J. William Deubach
began his theatre career in St. Louis in
1904 from where he went to Chicago. After
being at the Uptown in Chicago, he opened
and managed the now Norshore theatre
before going to the Central Park. Decem-
ber last year he became the manager of the
Chicago theatre where he remained until
coming to the Garfield.

The Barton organ at the new theatre is
presided over by Jack Martin who was for-
merly organist at Saxe’s Tower theatre.
Music is also furnished by the Garfield
Saxonians under the direction of Albert
Voelker, who has been affiliated with local
theatre orchestras for several years. The
policy of the theatre calls for a change of
programs on Sunday, Tuesday and Friday,
with three acts of vaudeville every Satur-
day and Sunday.

New Liberty at
Zanesville

fPHE dream of Caldwell H. Brown,

L well known theatrical man of
Ohio, was realized 'when, at the
head of the Brown Theatrical company,
he opened the New Liberty theatre in
Zanesville, O.

Expenditures hitting close to the mil-
lion dollar mark were necessary to com-
plete and equip the theatre in the manner
in which Mr. Brown wished and now
that it is finished and attracting amuse-
ment seekers from all over Southeastern
Ohio The Brown Theatrical company
feels justified in its efforts.

A trip through the new Liberty thea-
tre is conclusive proof that Mr. Brown
has fulfilled the wishes of his directors
to the smallest detail. From the artistic
front and marvelous marquise to the
back wall of the structure everything
has been done to make it modern to the
last specification, both from a safety
standpoint as well as for comfort.

Situated in the heart of Zanesville, the
new Liberty has a drawing power from
all Southern Ohio as well as the thou-
sands of tourists who pass through the
city during the entire year.

Spanish in design and decorations, the
new theatre is a thing of beauty and car-
ries with it an air of simplicity which
adds to the artistic taste in furnishings
and fixtures.

On entering the theatre the patron is
greeted with a warmth of color in the
Spanish decoration which breathes a
welcome to the guest. Comfort is found
everywhere. The mezzanine foyer is a
delight tO' those waiting for the comple-
tion of a show as lounges and comfort-
able chairs are placed about the floor
for their convenience.

The women’s and men’s retiring rooms
are found on the lower floor and just off
the mezzanine. Period furniture and
decorations have also been used in keep-
( Continued, on page 46)

Artistry in Proscenium

Novel and distinctive decoration of the proscenium arch and flanking organ lofts is ef-
fected, as well as commodious arrangement of seats, in the Liberty at Zanesville, Ohio.

Lavish But Not Gaudy

That the patrons wants and comforts were uppermost in the mind of the designer is
clearly evidenced in the rich appointments of Saxe's new Garfield theatre at Milwaukee.

When architect, engineer, and supply man
work apart, complete harmony is seldom
attained.

Brought together under central direction in
a compact organization, all the talents of all the
experts, co-ordinated and harmonized, are
placed at the client’s disposal. When that organ-
ization is centrally located, serving its field
through Thirty-one Points of Vantage , all the
economies of centralized management accrue
to the client likewise.

Such a centralized unit is National Theatre
Supply Company. Centralized control of prac-
tically unlimited resources in finance, in special-
ized personnel, in quality merchandise, and in
distribution facilities, enable us to give more in
service and material value. Better quality mer-
chandise, wider range of choice, more prompt
delivery, and more, when warranted, in credit
accommodation.

No job is too big for us to handle under our
Single Contract plan. No material or service
need is too small to command our prompt

attention

(4006)

V

<tNationalGIheatre

NOT

EVERY

EXHIBITOR

—owns a Kilgen Theatre
Organ; nor does every
Exhibitor believe that
the Kilgen instrument is
supreme* ♦♦ But.. • every ex-
hibitor who is aware of
the trends in his own in-
dustry, knows that during
the past year Kilgen be-
came the world’s leading
builder of theatre organs*

Write for our interesting treatise on Theater Organs ' ' Geo. Kilgen & Sons, Inc., 4020 N. Union Bl. St. Louis, Mo.
Experienced Kilgen Organ architects are located at each of the National Theatre Supply Company branch offices

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^b^i£ad<5

“The Super Reflector Arc Lamp”

AS SOON as you stop and make direct comparison you imme-
diately understand the vast superiority of Peerless con-
struction and its greater dollar for dollar value.

In no other lamp is it possible to obtain these essential and
invaluable qualifications to anywhere near the degree they are
represented in PEERLESS.

When you realize that PEERLESS Reflector Arc Lamps outsell
all others two to one and that there are thousands upon thou-
sands of Lamps in operation in the Nation’s Greatest and
Largest Theatres and that in these thousands there is repre-
sented a vast plurality of PEERLESS over the combined total
of all others put together, then you will understand that “to
play safe,” you’ll decide on PEERLESS.

PEERLESS Reflector Arc Lamps are sold and serviced from
forty-three principle cities in the United States; they are dis-
tributed by the greatest sales organization in the Nation; are
standard factory equipment on Simplex Projectors, and are the
most conservatively priced equipment obtainable.

With these facts as realities we ask you: —

WHY HAVE LESS?

DISTRIBUTED BY THE NATIONAL THEATRE SUPPLY CO.

EXHIBITORS, ATTENTION f

Write today for our circular and in-
formation on the new Peerless Dis-
solving Stereopticon attachment.

Mf’d By

J. E. McAuley Mf’g Co.

552-54 W. Adams Street
Chicago Illinois

The BRENKERT “F-6”

One Shoe for BOTH Feet

j v.

For the very best in
Dissolving Slide
Projection

Plan to see the new Bren-
kert “F-6” Reflector Arc for
Dissolving Slide Projection.
You will find it has been de-
signed and built to accom-
plish two things:

Reduce operating costs
fifty per cent;
Produce better effects

By using one arc instead of
two, with half the current,
operating costs are cut to
the minimum. In addition,
the Brenkert “F-6” saves
time for the projectionists.
The simplicity of design, the
convenience of controls, the
compactness — all were
planned in advance and all
save time.

The Story of the Man
Who Wished to Save Money

Once upon a time there lived a man
who conceived the brilliant idea of re'
ducing expenses by using ONE shoe
for BOTH feet. After much trouble
and great cost he succeeded in having
made this freak shoe only to find, after
trial, that he was put to still greater
expense by the need for a pair of
crutches to enable him to move about.

Poor Man!

Many an exhibitor, following the same
line of thought, permits himself to be
talked into the purchase of a machine
which purports to serve the purpose of
three, only to find, like the man with
the shoe, that he has completely sacri-
ficed his freedom of action and is then
put to double expense to regain it.

We Do NOT Claim

That the Brenkert F-6 Dis'
solving Slide Projector will
project movies!

Or, that the Brenkert F-6
Dissolving Slide Projector will
serve as a spotlamp!

Or, that it can be used as a
film rewinder!

Or yet, that it makes a good
cigar lighter!

We DO Claim

That the Brenkert F-6 Re-
flector Arc Dissolving Slide
Projector will give you the
very best slide projection ever
obtained!

That these slide effects will
be PERFECTLY SfJARP.

That they will be BRIL'
LIANTLY LIGHTED!

That they will also be
EVENLY LIGHTED FROM
CORNER TO CORNER.

That they wijl be PER'
FECTLY MATCHED!

AND FURTHERMORE

That they will be obtained
at a cost which is less than
?0% of the former operating
cost.

For more complete information about the
Bren\ert “ E-6 ” Reflector Arc Dissolving
Slide Projector, the one specifically de-
signed for that purpose, see any TsjA-
TlORfAL salesman or write direct to

The use of a large mirror
possessing exceptional op-
tical qualities and specially
built for the “F-6” insures
brilliant, perfectly matched,
and sharply defined slides.

You will find it to your ad-
vantage to inspect the “F-6”
at once, and place your
order promptly.

Distributed in the United
States by the National
Theatre Supply Company,
in Canada by Theatre
Supply Dealers.

BRENKERT LIGHT PROJECTION CO.

7348 St. Aubm St.

DETROIT

PROJECTORS ^EFFECTIVE
LIGHTING - DEVICES

I

1

1

I

Present to Your Patrons
Better Projection for 1928

THE TRANSVERTER

installed in your theatre will bring years of apprecia-
tion from the public — years of increased profits — be-
cause of the better screen results which it invariably
produces.

The Transverter is built in three types, M. A. (Multi-
ple Arc) — Type D (Series Arc) and our new Type C. P.
giving you in this way equipment especially designed
for whatever type of projection and voltage you may
need.

“If you show Pictures you NEED the
TRANSVERTER”

May we assist you in improving your projection
for 1928 and the coming years? Consult us en-
tirely without obligation on your needs.

Distributed in U. S. A.
by The National Theatre
Supply Company.

THE HERTNER ELECTRIC COMPANY

1900 W. 114th St.

Cleveland, Ohio

December 24, 1927

EXHIBITORS HERALD

29

Theatre Manager
Training Offered
by N. Y. Institute

The Moving Picture Theatre Managers
Institute, Inc., announces that its course
in theatre management will open with its
initial session January 16, 1928.

The Institute offers an intensive course
in theatre management, theatre advertising
and theatre technics.

The Institute, located at 135 West 45th
street, New York, maintains large class-
rooms, one of which is a combination
classroom and miniature theatre, which is
equipped with professional theatre appa-
ratus for use of the students. The Insti-
tute also has a complete motion picture
library.

The outline of the course offered is as
follows : Production, distribution, exhibi-
tion, theatre staff, and service, advertising
principles, typography, layouts, photo-
engraving, newspaper display advertising,
programs, outdoor advertising, lobby dis-
plays and design, exploitation, theatre
music, stagecraft fundamentals, projection
for managers and theatres.

The faculty is composed of practical
theatre men. The Institute’s methods of
instruction will be practical showmanship
combined with modern theatre business
methods.

New Intensiflector Is
Marketed by Ashcraft

Ashcraft Automatic Arc Company an-
nounces the addition of its latest develop-
ment, the Intensiflector, to its projection
lamp product. The company, says the an-
nouncement, is now able to offer the
theatre owner a complete line of projec-
tion lamps suitable for obtaining perfect
projection for every theatre from the 500-
seat house to the 6,000-seat de luxe theatre.

The Ashcraft product consists of the low
intensity reflector arc using 8-30 amperes,
the Intensiflector or high intensity reflector
arc using 60-70 amperes and the high in-
tensity lamps capable of use for current
up to 135 amperes.

DeKruif Demonstrates
Musical Device in East

Orchestraphone, the new musical instru-
ment for theatres sponsored by National
Theatre Supply Company was demonstrated
to prominent New York theatre owners in
a special invitation showing at the Tivoli
theatre on December 9.

George E. De Kruif, vice president of
National, came to New York to arrange
for the demonstration. Orchestraphone was
demonstrated in connection with several
pictures in which the music was synchro-
nized with the film action.

New Device Offers

Music for Pictures

Keyes-Worthington Corporation of New
York City, is now holding daily demon-
strations of its new talking machine device
which will be used in offering musical
accompaniment to pictures. The company
announces that its machine will be installed
to operate in conjunction with the forth-
coming presentation of a roadshow picture
on Broadway.

Unit on Location Usese Radio
HOLLYWOOD — Radio will be used to keep
an M-G-M company in direct communication
with the studio, while the company is away on
the Papeete islands in the South Seas.

Guaranteed Heating

—by SUPREME ”

means:

1

2

“70° Temperature around Every Seat in your
theatre in zero weather”; and

“Every part of the equipment rigidly guar-
anteed in material and workmanship”.

Watch for the
announce-
ment of the
new Supreme
Cooling Sys-
tem. Out
soon

The Supreme Unit Theatre
Heater accomplishes a double pur-
pose. It heats and it ventilates.
Not only does it keep your theatre
comfortably warm; it also circu-
lates fresh air in such a way as to
keep the atmosphere live and pure.
It costs less to operate than any
ordinary steam or hot air system.
It saves money in coal, and it saves
time in attendance. Do you wonder
that it is being installed in hun-
dreds of the best theatres? Why
isn’t it in yours? Wouldn’t it pay
you to investigate?

Sizes for all Theatres— Priced at a Saving
Write for Folder EH

Supreme Heater &
Ventilating Corp.

ST. LOUIS, U. S. A.

STEVENS SYSTEM

Of Sound and Vibration Control

“Hush Money”

Don’t let the fear of noise prevent you from
adding a profitable bowling alley or ballroom
to your theatre building. We can stop the
noise from reaching your audiences or other
parts of the building.

The Stevens System is approved by theatre
owners, architects, bankers and business men
everywhere.

SEND TODAY for free illus-
trated book describing the
Stevens System in detail. Esti-
mates upon request.

STEVENS SOUND-PROOFING CO.

407 So. Dearborn St., Chicago, 111*

Representatives in all large cities

Brings Profits

30

BETTER THEATRES SECTION OF December 24, 1927

The Fil medor, new device constructed hy J. Frankenherg for the appli-
cation of Filmite, another Frankenherg creation, which is used in treat-
ing film, jyiovieads, Inc., is marketing the product.

It’s the Same Story! Theatre
Is Beneficial Factor

Regardless of the section of the

country from which reports continue
to come in in “Better Theatres” sur-
vey to establish the theatre’s place in a
community, it is the same story.

With few exceptions executives of
Chambers of Commerce of the country de-
clare unequivocally that in a locality where
there is a theatre there is better business.

Following are additional reports received
in this survey:

* * *

St. Charles, Mo.

By ED. J. WERNER
Secretary, Community Chamber of
Commerce

Just a recent building of a $75,000
theatre in this city of 12,000 population,
bespeaks the success of the show in-
dustry to our city as well as to the per-
sonal owner himself. We feel, as an
organization, that good shows and good
showplaces are of utmost advantage to
our city, and as a consequence, the
manager of our theatre has kept abreast
with the leading show houses in St.
Louis. The theatre operates every night
in the week, with matinees on Saturdays
and Sundays.

Whether the value of a motion picture
theatre is directly reflected in increased
business or not is rather intangible to
measure, but we are confident of this,
that some businesses, especially drug
stores and ice cream parlors receive a
benefit. We are further confident for
this fact that good showplaces are a
benefit and an asset to any city. They
bring the higher type of motion pictures
and encourage the better grade of shows.
This no doubt is a pulling power for
business, but whether it can be measured
tangibly or not is difficult to say.

* * *

Mansfield, Mass.

By A. H. BAGLOE
Secretary, Chamber of Commerce

Replying to yours of recent date would
say the moving picture theatre that gives
the best grade pictures is an appreciable
help to nearby merchants. Our theatre
operates daily.

Invariably people do shopping when
they go to a centre, especially if they
live a little out from a centre. To illus-
trate: I live four miles from one centre

(town), six miles from two centres
(towns), 13 miles from a large centre
(city), and when we go to either of these
we plan to fill our car and sometimes
there are two cars and we most always
buy either groceries, meats or dry goods,
and sometimes all three. I believe this
to be the experience of my neighbors.

* * *

Manistee, Mich.

By GEORGE O. NYE
Secretary-Manager, Board of
Commerce

My personal opinion is that a motion
picture or drama theatre is an asset to
its home community. They furnish
amusement which seems to be what the
American people desire, and giving the
public the films and plays they want, if
properly managed, is an advertising
feature to the community. It brings
business to the merchant directly and
indirectly.

Manistee has two theatres, one an
exclusive motion picture house and the
other a combination of drama, vaudeville
and motion pictures. The motion pic-
ture theatre operates seven evenings
each week and occasionally a matinee.
The larger theatre operates regularly
Sunday afternoons and evenings with
vaudeville and motion pictures and on
special occasions for traveling shows,
Lyceum entertainments, etc.

The two theatres have a payroll of 12
full time employes and 11 part time em-
ployes, which is of interest to the busi-
ness man. The hotels, restaurants, soft
drink parlors, garages and filling stations
directly receive benefits from the theatre
patrons and show troupes. The other
business and professional men are
benefited by the out-of-town shopper
who comes in early on show days or for
the matinee, also receiving a portion
from the employes directly or indirectly.

Theatres are often useful in helping
people entertain their visitors or friends
and are nice to have during the summer
months when the vacation people come
to Western Michigan.

As a suggestion, why not have the
Chicago theatre on State street, make a
survey some afternoon by asking the
people who attend the theatre what state
( Continued on page 40)

Better Projection
and Longer Life
Claim of Filmite

Filmite, a new process for cleaning films,
is announced by Movieads, Inc., of New
York City. The process is the creation
of J. Frankenherg, who in recent years
has been associated with Capitol Machine
Company as vice president.

In announcing the new product, Movie-
ads says :

“Whereas the maximum test run on con-
tinuous machines showed not more than
800 runs, films treated with Filmite were
exhibited as high as 4,600 times.

“Filmite cleans both sides of the film
and dries immediately, and is non-
inflammable. The application is simple, and
requires no technique, particularly so as
Mr. Frankenherg, since the development of
Filmite has invented an apparatus which
is named the Filmedor.

“The Filmedor cleans and polishes both
sides of the film with one operation. Test-
ing this machine it was found that a 1,000
foot reel could be cleaned and polished
on both sides with one operation in less
than 10 minutes, at an approximate cost
of 4 cents per 1,000 feet.

“The Filmedor is built to handle either
35 or 16 mm. film. It is an established fact
that the Filmedor plus Filmite, will cer-
tainly add 100 per cent to better pro-
jection.”

State Theatre ,
Seating 2700,
Opens in Texas

WHEN the new $1,000,000 Loew State
theatre in Houston opened, precedent
was broken by having no formal
opening. This marks a change of policy
in opening new Loew houses. The regular
performance schedule was used on the
opening day.

The State theatre is located on Main
and McKinney, right next door to Publix’s
Metropolitan. It has a capacity of 2,700
seats, and ranks as one of the most beau-
tiful theatres in the state. Loew has put
into its first theatre in Texas all the splen-
dor and magnificence of its combined hold-
ings in other sections of the country.

No expense has been spared in the con-
struction of the theatre. It has been made
the last word in comfort, convenience and
ultra-modern improvement in theatrical
construction. Alfred C. Finn, who has to
his credit some of the finest buildings in
Houston and the state, was the architect.
The building was designed by V. E. John-
son, of the Finn Company. Hewitt Con-
struction Company of Houston did the
building, which was supervised by Anne
Dornan, interior decorator, and Leon
Fleischmann, both of the Loew home office.

Opening on Main street, the main en-
trance of the theatre is easily visible for
blocks by a large marquee vertical sign.
The marquee is equipped with three inter-
changeable signs, which may be used upon
desire. The box office, circular in shape, is
finished in black walnut and Italian marble.
Hand-carved brass work features the deco-
rative motif on the box office.

The lobby, foyer and stair hall have
marble floors and walls, the floor being of
Vermont stone and the walls of Italian
Tavernelle, resting on a base of Verde
( Continued on page 36)

December 24, 1927

EXHIBITORS HERALD

31

Modem

Installations

The tendency among theatres,
both large and small, throughout
the country is to modernize. Evi-
dence of this encouraging situa-
tion is found in the many instal-
lations of equipment reported by
leading manufacturers.

The Hennegan Company

PROGRAM COVERS

Hugo Burgheim, Cincinnati, O.

R. Mowat, Los Angeles, Cal.

Z. T. Ferris, Columbus, O.

Columbia Printing, New Haven, Conn.
Adler Theatre Co., Marshfield, Wis.
Good Will Novelty Co., Washington,
D. C.

Richelieu Theatre, Bellefonte, Pa.
Brownie Theatre, Homer, La.

Clinard’s Gift Shop, Winston-Salem,

N. C.

Tanner, the Printer, Hot Springs Na-
tional Park, Ark.

Vallen Electric Company
NOISELESS STAGE EQUIPMENT

Ferris Brothers theatre, Moundsville,
W. Va.

Colonial theatre, Phoenixville, Pa.

Grand theatre, Wausau, Wis.

Blackwood theatre, Blackwood, N. J.
Riverdale theatre, Dayton, O.

Forest theatre, Cincinnati, O.

Tower theatre, Salt Lake City, Utah.
Tower theatre, Los Angeles, Cal.

Oriental theatre, Denver, Col.

Venetian theatre, Waterloo, la.

Astor theatre, Cleveland, O.

Fischer’s Oskosh, Oskosh, Wis.

El Kahir Temple, Cedar Rapids, la.

Phil Chakarez theatre, Springfield, O.
State theatre, Youngstown, O.

Sam Rottenstein’s American, Pittsburgh,
Pa. •

Floyd Brothers’ Roxy, Follansbee, W.
Va.

Boxley theatre, Dover, O.

Hey wood- Wakefield Company
SEATS

Capitol theatre, Rockford, 111.

Cameo theatre, Nutley, N. J.

Sunn theatre, Binghamton, N. Y.

Park theatre, New Hyde Park, L. I.

Ritz theatre, Atlanta, Ga.

Charlestown theatre, Charlestown, Mass.
69th street theatre, Philadelphia, Pa.
(Green & Altman Circuit.)

Pantages Hill street theatre, Los Angeles,
Cal.

National theatre, National City, Cal.

Coxsackie Holding Corporation

SUPERIOR PROJECTORS

Community theatre, Schroon Lake, N. Y.
New theatre, Hoosick Falls, N. Y.
Embassy theatre, Lewistown, Pa.

Temple theatre, Louisville, Ky.

Miami Senior High School, Miami, Fla.
Stough Brothers, Davidson, N. C.
Granada theatre, Detroit, Mich.

Garfield theatre, Cleveland, O.

Minusa Cine Screen Company
SCREENS

Palace theatre, Wortham, Tex.

River Park theatre, South Bend, Ind.
Hollywood theatre, Kansas City, Mo.
Lindell theatre, St. Louis, Mo.

( Continued on page 38)

A DREAM that had its inception 20
years ago, became a reality when
Harry Heilman became the host to
his many friends in Albany, N. Y., as he
opened one of the finest residential theatres
in central New York.

The opening of the theatre, which has
been given the name of the Paramount,
was an event in which Albany participated
in the fullest degree, Mayor Thacher being
on hand to present Mr. Heilman’s theatre
to the city and to ask that it be patronized
by all those who desired clean, wholesome
entertainment in a modern house. Exhib-
itors were present from many surrounding
cities and villages and the lobby was a
bower of flowers sent Mr. Heilman by
fellow exhibitors and by exchange man-
agers.

Mr. Heilman is one of the pioneer exhib-
itors of New York state. He opened his
first theatre in 1908 in the Bronx, New
York City. It was a 299 seat house and
the first picture shown was “The Court of
Life.” Mr. Heilman sold this house in 1911
and came to Albany, where he opened and
operated a house known as Fairyland, also
with 299 seats. This house he conducted
for 12 years, during which he also operated
the Orpheum, which was remodeled from
an old church. Next came the Royal, a 650
seat house which Mr. Heilman has
operated for the past eight years in Albany,
and which was opened with “Daddy Long-
legs,” featuring Mary Pickford.

During all those years, Mr. Heilman has
had but one object in mind and that was

Exterior and Interior Views of Albany
Paramount

One of

Central

New York’s
Finest
Residen tal
Houses

Opens

the erection of a high class modern resi-
dential theatre, equipped with the best that
money could buy. Several months ago he
decided to erect the Paramount. The thea-
tre is a semi-residential house and contains
five stores fronting on the street. The in-
terior of the house is especially beautiful.
The lobby is of walnut and was built by
George Spalt and Sons of Albany. The
floor of the lobby is of solid marble which
was secured by Mr. Heilman a year or two
ago when the New York State Bank was
torn down.

The floor behind the rail in the rear of
the house is also of marble, while the rail
itself, 65 feet in length and four feet in
height, is also of onyx. The theatre has a
seating capacity of approximately 1,000 per-
sons, the seats having been bought from
the Heywood-Wakefield Company of New
York City. They are of the round type,
which permit an easier passage way for
persons entering or leaving.

The walls of the theatre are of silk
panels of American Beauty shade. The
lighting effects are particularly beautiful
and were selected by Mrs. Heilman. The
ventilating system was designed by Mr.
Heilman himself.

The stage measures about 40 feet by 15
feet, the screen being of the gold fibre type
and furnished by the National Theatre
Supply Company, which also furnished the
hangings for the stage and much other
equipment. A Kilgen organ has been in-
stalled, the organist on the opening night
( Continued on page 36)

32

BETTER THEATRES SECTION OF December 24, 1927

OSS'*

Something New

in Kliegl Spotlights

■*530

!

i

CENTRALIZED control of: arc, color
frames, iris shutter, curtain shutter,
etc., all from rear of the spotlight.
Convenient location of control handles
provides utmost flexibility and ease of
operation. Built substantially; speedy
and practical in operation; truly remark-
able improvements — long desired.

Referring to the illustration which is a rear view of the spotlight:

1. CURTAIN SHUTTER CONTROL:
Opens and closes the curtain shutter in
front of the lens, from black-out or a
mere slit to full opening.

2. IRIS SHUTTER CONTROL: A partial
turn of the handle opens the iris shutter
from a pin-point to full opening, or vice
versa.

3. COLOR FRAME CONTROL: Separate
lever for each color frame, and each lever
keyed to correspond with the color frame
it controls. A quarter turn of the lever
throws the desired color in or out of posi-
tion in front of the lens; and each color

is visible to the operator as the color frame
is moved into position.

4. FOCUSING CONTROL: Positions arc
with respect to the lens; moves horizon
tally; thumb nut locks it in place.

5. ARC CONTROL: Varies the distance
between the carbons; permits accurate
and smooth adjustments of the arc.

6. HANDLE: For control of direction of
the light beam — hood is perfectly bal-
anced, swings easily and “follows” readily.

7. WING LOCK: Holds hood securely
at desired angle. Long leverage permits
easy and speedy adjustments.

Write for Descriptive Folder

Universal Electric Stage Lighting Co.,inc

l

OES-r

321 West 50th Street

NEW YORK. N.’lfl, §

*530

REISINGS

Artificial
Plants, Trees,
Flowers and
Vines are true
to Nature.

Better Theatres
use them.

John Eberson’s
Atmospheric Theatres
are decorated with them.

Write us for quotations
on your needs

G. REISING & CO.

227 West Austin Ave., Chicago, 111.

Specialists on Theatre Decorations

Do You Know
Your Law?

( Continued from page 27)

follows: The arch of her foot had

fallen; her ankle was stiffened and some-
what enlarged; there was a tendency to
rheumatism in the foot and knee; there
was some shortening of the tendons of
the ankle, interfering with walking and
tending to throw the foot to one side;
she was compelled to wear bandages to
keep the foot in place, and a support to
prevent the arch from falling; she was
unable to walk for a distance without
great pain and swelling of the ankle, and
could not engage in sports and pastimes,
such as swimming, dancing, tennis, and
hiking, as had been her wont before the
injury. Physicians declared that they
could not say whether or not the injury
would be permanent but that with con-
stant treatment the injury might be com-
pletely worked out.

During the trial the injured girl in-
troduced evidence to prove that the car-
pet was loose and bulged over the steps
two weeks before the accident happened.
The theatre proprietor contended that he
was not liable since he had not been in-
formed of the dangerous condition of the
carpet by the employes or patrons of the
theatre and further had he been notified
of the defect he would have repaired it.

However, in holding the theatre pro-
prietor liable for damages, in the above
mentioned amount, the higher court ex-
plained the law on the subject, as fol-
lows:

“The defendant (theatre operator)
seems to labor under the impression that
the plaintiff (injured patron) case de-
pends on proof that defendant had notice
of the defect in the carpet. . . . The de-
fendant is not an insurer of the safety of
its patrons, but the law does impose on
it the duty to use ordinary care to make
its theatre reasonably safe. The evidence
shows that the carpet was loose and
extended over the edge of a step, on a
stairway at a place under the defendant’s
control, and that this defect caused the
accident. This occurrence was one that
would not take place in the ordinary
management of a theatre, if reasonable
care were used. We are of opinion that
the circumstances immediately attending
plaintiff’s injury, in the absence of ex-
planation by the defendant, afford suf-
ficient evidence that the injury was oc-
casioned by want of ordinary care to
keep the stairway reasonably safe. It
was not necessary for the plaintiff to
show that defendant knew of the de-
fect.”

Therefore, it is quite apparent that
theatre owners and managers should in-
struct employes the importance of
promptly reporting defects in the thea-
tre premises, so that the proper repairs
may be made without undue delay.
Moreover, it is important to know that
the law is established that a theatre
owner who has exercised ordinary care
in maintaining the premises in safe con-
dition is not liable in damages for in-
juries sustained by patrons.

* * *

Employe Serving Employer
Is in Employment

Quite often, in litigations involving
the liability of a theatre owner for dam-
ages as a result of injuries sustained by
employes, the case turns on the ques-
tion: Was the employe acting within
the scope of his employment when the

December 24, 1927

EXHIBITORS HERALD

33

accident happened. If so, the employer
may be liable, but if an injury occurs
while a workman is “in the service of
his employer,” but is not “acting within
the scope of his employment” the em-
ployer is not liable for the resultant
damages.

This phase of the law was thoroughly
discussed in the recent case of City of
Huntington v. Thomas, 158 N. E. 254.
The facts of this case are that Harley
Fisher was employed as night operator
of a motion picture machine, as janitor
of the theatre building, and to assist “in
looking after anything that needed fix-
ing.” A part of his duties as janitor
was to keep clean the sidewalk in front
of the building. While Fisher was as-
sisting another employe in repairing the
roof of the theatre building his feet
slipped, and in an attempt to balance
himself he caught hold of an old tele-
phone wire that was stretched above the
roof, and thereby caused the wire to
break and to fall upon the sidewalk near
the front entrance of the building. When
the roof repairs were completed and, as
he left the theatre building to go home
he came upon the telephone wire which
a short time before he had caused to be
broken and thrown upon the sidewalk.
Seeing the wire, Fisher lifted it from
the walk and proceeded to wind it up.
While so doing, the wire came in con-
tact with another wire which was carry-
ing a high voltage of electricity, as a re-
sult of which he was instantly killed.

The theatre proprietor contended that
he was not liable for the injury because
the accident happened after the employe
had finished work for the day and fur-
ther, that in picking up the wire he was
not fulfilling any duty of the employ-
ment.

However, the court held the employer
liable, and said:

“The question presented is whether,
under the facts which were established
by the evidence, the accident which re-
sulted in the death of Fisher arose out
of and in the course of his employment.
Under his contract of employment, it
was his duty to keep the sidewalk clean
and free from obstructions. When he
was leaving the premises, he saw the
wire upon the walk and in fulfill-
ment of his duty, without orders, as a
faithful employe would do, he proceeded
to remove the wire from the walk, so
that it would no longer be an obstruc-
tion to pedestrians passing that way for
the purpose of entering the theatre or
otherwise.”

* * *

Buyer of Equipment Entitled
To Recover Purchase Price

In the case of Hunt v. Dillon, 253 Pa.
90, it was disclosed that a man named
Hunt rented a theatre building agreeing
with the owner to install $2,534 worth of
new equipment in the theatre as part
payment for the rent of the building.
Later after the equipment had been in-
stalled, Hunt sold the equipment, with-
out knowledge of the theatre owner, to
a man named Dillon. Dillon was pre-
vented from removing it from the build-
ing by the owner. Dillon then sued
Hunt for the value of the equipment.
The court held Dillon entitled to recover
the full purchase price from Hunt, and
in holding that the equipment belonged
to the owner of the theatre building, and
said:

“We think it a well-established rule
of law . . . that where property is sold
under a warranty, the purchaser has two
remedies at his election; he may keep
the property and recover in damages the
difference between the price agreed to be
paid and the actual value of the property,
or he may promptly return the property
and recover the consideration paid.”

GALLAGHER

MUSIC STANDS

Whatever your needs in music
stands for stage or pit use,
there is one in the Gallagher
line to exactly fit your re-
quirements. Special stands for
most unusual conditions. Dig-
nified or Snappy — Service and
Jazz — write your needs. Esti-
mates free.

THE NEW NOVELTY

MUSIC STAND

Have you the new catalog?

Send for it

GALLAGHER

Orchestra Equipment Company

616 Elm St. CHICAGO

organ troubles!

THESE are days of danger to the delicate mechanisms of
an organ. Winter cold and dampness play havoc with
them, impairing their service and efficiency.

The PROMETHEUS Electric Heater was especially developed to
prevent such troubles. It insures perfect organ service the whole
year round by keeping chambers warm and dry, and at even tem-
perature— always.

Its automatic thermostat maintains any predetermined degree of
heat and requires absolutely no attention. It is made of cast iron
throughout, in aluminum finish, and occupies only 14j/4x4 inches of
floor space.

Mail the coupon for further details.

I

PROMETHEUS ELECTRIC CORP.
354 West 13th Street, New York
, Send further details about the

ELECTRIC HEATERS PROMETHEUS Heater.

j Name

Address

34

BETTER THEATRES SECTION OF December 24, 1927

Better Theatre Music — Costs Less

‘Costs Less —

Easily Installed —
Automatic or Hand Played

10 Tune Rolls as
low as $2.50

pronounce IT KA-U-A-PHQHF '

“First
New Tone

in 40 Years ”

TPHE CALLIAPHONE solves the Theatre Music ques-
4 tion. Why spend thousands for a pipeorgan when
you can now have a tone that resembles the pipeorgan,
but a tone more beautiful — a tone the people love — a
tone that hundreds of thousands have written us stating
it is the most beautiful tone “on the air.” Hear it day
or night from 6 A. M. to 9 P. M. daily from “KTNT”
on 256 meters. (About 15 to 20 on your dials.) Priced
under $2,000. Comes intact to you so that any handy
man can install in few hours. Plays automatically from
10 tune music rolls (as low as $2.50 per roll). Can
be hand played. Compact, has Tremolo and Crescendo
effects. Immediate deliveries — easy terms. Write for
particulars before buying music, we will save you hun-
dreds of dollars. Can be used as accompaniment with
Orchestra, duets with Piano and all combinations. Re-
cently installed one in Opera House, Circleville, Ohio,
who says, “It surely is a wonder.” Jenkins says — “It
will be an innovation in theatrical music.”

Muscatine TANGLEY CO. Iowa

A Tone Irresistible — “Prettier Theatre Tone.”

CONT-EL-ARC

MOTOR GENERATORS FOR SMOOTH PROJECTION

Manufactured By

CONTINENTAL ELECTRIC CO., INC.
325-327 Ferry St. Newark, N. J., U.S.A.

Mr* Alden Replies
to Commerce
Official

( Continued, from pufje 1])

drawing power. I hardly believe that people
go to New York with the express purpose
and only reason, to visit the Paramount
theatre. The same is true of big Los
Angeles theatres. I, however, do know that
my patrons come from Payson, Ariz. (96
miles), Roosevelt, Inspiration, Rice, Miami,
San Carlos and all the surrounding ter-
ritory primarily to attend the Martin thea-
tre. If local merchants cannot sell these
people after coming to this city, it is not
the fault of the local theatre.

On several instances several carloads of
people have come to my theatre from Pay-
son, Ariz., to witness the presentation of
Zane Grey pictures. Payson is 96 miles
from Globe. These pictures were made
at and near Payson, the summer home of
Zane Grey.

Theatre Takes Whole Building

The U. S. census gives Globe a popula-
tion of 7,044 and I know that few cities
of this size have theatres representing a
capital investment as large as the Martin
theatre. The number of merchants in this
city with such a large investment can be
counted on the fingers of one hand and
have some to spare.

The Martin has no stores for rent or
offices in the building and is wholly taken
up by the theatre and represents an invoice
value of over $100,000.

I am enclosing copies of local paper,
Arizona Record, announcing many changes
and additions to the Martin theatre which
I believe places it in a position of helping
local merchants in drawing out of town
trade.

Community Determines Size

Regarding “big” theatres ! A theatre can
only be as large in proper ratio of seats
to population as the community in which
it is located. With a population of 7,044
and a live seating capacity in the two
theatres operating, of 1,500 seats the ratio
is one seat to each 4 Yi of population.
Large city theatre owners complain that a
ratio of one seat to seven of population
places a city in an overseated condition.
With this in mind a 750 seat house in
Globe must be the same to this city and
surrounding country that the Paramount
theatre is to New York.

Business Follows Theatre

I first visited this city in 1906 and at
that time the center of business was approx-
imately 1,000 feet north of the present
location of the Martin theatre. In 1909
I again visited this city and a small theatre
named the Iris was running on the next
lot to what is now the Martin theatre.
Business started to swing southward with
the opening of the Iris theatre. The Iris
was closed in 1910 upon the building of
the Martin theatre next door, and business
again took a decided swing southward
with the Martin opening.

The business center of this city is now
the corner 75 feet from the Martin and
I believe this theatre was very instrumental
in helping this swing of business from 1,000
feet north to its present location.

Mr. Sullivan is comparatively new in
merchandising in this city and was not
connected with one of our downtown con-
cerns in 1918 when the “flu” epidemic was

December 24, 1927

EXHIBITORS HERALD

35

on. During that period it was brought to
merchants very forcibly that closing thea-
tres killed business life. Our theatres were
closed during that period for nine weeks
at one time and six weeks at another. Dur-
ing the second closing Miami, Ariz. (6
miles from Globe by concrete road), allowed
their theatres to reopen three weeks ahead
of the time Globe theatres were allowed to
open by our city council. Immediately upon
the opening of Miami theatres business
swung to Miami and local merchants were
unanimous in their demand for the reopen-
ing of Globe theatres so that they could
overcome this swing of business.

I know that my theatre has caused con-
siderable extra business for the hardware
concern for which Mr. Sullivan works,
as in figuring up my receipted statements
for the past year, I find I have paid several
hundred dollars into their coffers from the
Martin theatre checkbook.

Mr. Sullivan has told me on several
occasions of visiting the Egyptian theatre
in Los Angeles. It may be news to him
that the Wicks 3-Manual pipe organ in the
Martin has more tonal combinations and
sets of pipes than the Egyptian organ.
Further the Martin is a first run theatre
and the Egyptian is a second run.

Trusting the above may give you an
insight on the value to local business of
our local theatres, I am — C. J. Alden,
Martin theatre, Globe, Ariz— P. S. Pos-
sibly Mr. Sullivan did not think local thea-
tre owners read live trade papers. Am
mailing him a copy of this.

Biltmore Cabinet in Use

Radiator Cabinets in
Theatres Economical ,
States Manufacturer

Steel radiator cabinets for theatres are
an economical factor which should be taken
into consideration by the theatre owner,
according to Biltmore Products of Long
Island City, N. Y. The company points
out that exposed radiators not only are
unsightly, but they ruin decorations and
furnishings with dry, dirty heat.

The Biltmore cabinets are equipped with
copper humidifiers for moistening the
heated air.

Gloria Swanson Helps Santa

NEW YORK. — Gloria Swanson will leave for
Hollywood in a few days and will take with her
a challenge to Los Angeles from Brooklyn for a
contest in selling Christmas seals.

Your Projection
machines
are worthless

without the power to run them

YOUR projection machines, HP’HE audience is never aware of a
house lights, exit lights — JL power failure in the Roth protected

they are all worthless
event of power failure.
This equipment repre-
sents a considerable
part of your invest'
ment. How is it pro-
tected? Power failure
is not an uncommon
occurrence even with
the best distribution
systems. Be prepared
when it comes to you.

in the theatre. The

One power failure in the mid'
die of a performance costs more
than a Roth Emergency Light'
in g System installation.

>th Emergency Lighting
System assumes the
load, instantly and au'
tomatically, at the mo-
ment of power failure.
There is hardly a flick-
er of the lights — not a
moment’s delay in the
program to give your au-
dience the slightest cause
for uneasiness. Com-
pletely automatic and self-
maintained, it is always
ready for an emergency.

Bulletin 900 will give you the detailed story

ROTH BROTHERS & CO.

1409 W. Adams St., Chicago, 111.

Distributors in all Principal Cities
Export Department, 44 Whitehall Street, New York City
We also ma\e special motor generator sets, motors for ventilating and pump service. Write for bulletins.

EH12-24— Gray

MODERN THEATRE SIGNS

For the comfort and convenience of patrons — for the sake of
pleasing, efficient service — modern theatres throughout the country
are being equipped with PERLITE Directional Signs. Send in the
coupon today and receive information on this subject that will save
you money and insure satisfaction.

Overall Size 8"xl 6"

Glass Size 6"xl4"

ONE SIDE PRICE TWO SIDES
With

$13.50 £££ $15.00

MANUFACTURED BY

WILLEY SIGN CO.

DETROIT, MICH.

Order from National Theatre Supply Co.»—
Your Nearest Office,

l * ""J

1 B

! WILLEY SIGN CO.,

2 1559 Church St., Detroit, Mich.

I ... a

J I am interested in Perlite Directional Signs. 8
l Send literature showing full line of inscrip- g

i tions : 9

S 0

I »

I Name *

: i

1 City..... - 9

o s

36

BETTER THEATRES SECTION OF December 24, 1927

Light Up That Stage
for Profit

Light is illusion! Illusion is what people pay ad-
missions to experience. You know that, so plan
now to make your performances the same colorful,
bright successes that the greatest theatres in
America put on. You don’t have to be so big to be
as smart.

Write today for the new Major Gen-
eral Catalog — ready for distribution.

Make 1928 your biggest year.

fajoFEquipment Company

4603 Fullerton Avenue, Chicago

EVERYTHING ELECTRICAL
FOR THE THEATRE

Fine Residential
House Opens

( Continued from page 31)

being George Epstyne, of the Roxy theatre
in New York City.

The projection room is equipped with
two Motiograph de luxe machines. The
two Peerless lamps are of the automatic
arc control type, manufactured by the J. E.
McAuley Company of Chicago. The motor
is of the Robbines and Myers type, manu-
factured in Springfield, O., while the trans-
verter was furnished bv the Hertner Elec-
tric Company of Cleveiand. The dimmer
was manufactured by the Cutler-Hammer
Manufacturing Company of Milwaukee.
There is also a syncroverter manufactured
by the Liberty Electric Corporation of
Stamford, Conn.

The projection has a throw of about 100
feet. The projection room itself is ample
and there are two adjoining rooms, which
give the operators plenty of space in which
to work and with every modern conveni-
ence within reach. Mr. Heilman is a firm
believer in the best possible projection and
has often declared that the success of his
theatres has been due in large measure to
the excellence of his projection.

The theatre will be managed by Neil
Heilman, a son, who has been associated
for several years with his father at the
Royal. The picture on the opening night
was “The Fourth Commandment.”

State Theatre,
Seating 2700,
Opens in Texas

CH ANNON !

STAGE

EQUIPMENT

NEW KUNSKY THEATRE

REDFORD

MICHIGAN

As Usual

( Continued from page 30)

antique rock. Huge bronze doors separate
the lobby and foyers, and the foyer and
main auditorium.

The ceilings in the entrance are orna-
mentally beautiful, with carved figures
gracing the top of the walls in the form of
a running frieze. Walls of the orchestra
in the auditorium are designed with beau-
tiful figure work, alternated with panels of
silk and damask, splendidly arranged to
give forth an atmosphere of richness.
Numerous circular plaques in the ceiling
provide light. These plaques are of opal
color, with designs worked out on them in
myriads of multi-colored jewels.

A marble stairway leads to the mezza-
nine promenade, on which is located ladies’
and gentlemen’s rest rooms, club room,
telephone rooms and manager’s office. The
new “niche” type of drinking fountains are
located on the mezzanine. Beauty and
splendor mark the fixings in both rest
rooms. Tile work floors, with thick spot
rugs, cover these rooms.

Beauty and magnificence are predomi-
nant in the State theatre. Reams could be
written descriptive of each nook and cor-
ner. The color scheme itself is the culmi-
nation of days of careful planning and
thinking— pale blue, ivory, gold and cafe
au lait. The house has been perfectly
planned for the latest things in acoustics.
Organ chambers are so constricted that the
maximum volume of the organ may be used
to advantage'.

Beautiful drapes and scenery have been
installed in the State. House scenery in-
cludes sets for any occasion. Lighting
throughout the theatre is of three colors,
so hooked up that the colors may be
blended and harmonized to provide almost
any desired color effect to accommodate
the scenery or set. Thirty-five sets can be
accommodated on the stage.

December 24, 1927

EXHIBITORS HERALD

37

Designer s conception of the Ventura at Ventura, Cal.

The Santa T^laria at Santa Maria, Cal., in construction.

Spanish Style Predominates

Two units of the Principal Theatres Corporation chain of Sol Lesser are in construc-
tion. L. A. Smith is architect of the Ventura, Jules Weyle, of the Santa JVlaria.

38

BETTER THEATRES SECTION OF December 24, 1927

“SATISFIED USERS

SPELL

SUCCESS”

For Perfect
Curtain Movements

A. D. C. AUTOMATIC CURTAIN
CONTROL AND ROLL E-Z
TRACK

Universal Theatres Co., in their
Rivoli Theatre, Indianapolis, Ind.,
operate a very heavy curtain on
a 60 foot Roll E-Z Track with an
A. D. C. Automatic machine.

For Best
Screen Results

hTABILAPC

MOTOR GENERATORS

Mr. Thomas Broad in Sydney,
Ohio, depends entirely upon a
20-40 ampere multiple type Sta-
bilarc Generator for his Excellent
Screen Illumination.

Modern

Installations

The tendency among theatres,
both large and small, throughout
the country is to modernize. Evi-
dence of this encouraging situa-
tion is found in the many instal-
lations of equipment reported by
leading manufacturers.

( Continued from page 31)

St. Louis, Rocky Mt. & -Pacfic Company,
Pan Houten, N. M.

Strand theatre, Lexington, Ky.

Grand theatre, Elizabethton, Tenn.

Isis theatre, Holly, Colo.

Temple Theatre Corporation, Louisville,
Ky.

Queen theatre, Houston, Tex.

State theatre, Toledo, 0.

Strand theatre, Ridgeway, 111.

American Legion, Malvern, la.
Blackwood theatre, Blackwood, N. J.
Dixie theatre, Palham, Ga.

Normandy High School, St. Louis, Mo.
W. E. Dickson, Lemon, S. D.

Ritz theatre, Anderson, Ind.

Terminal theatre, Brooklyn, N. Y.
Congress theatre, St. Louis, Mo.
Beaumont High School, St. Louis, Mo.
New Grand theatre, Durand, Wis.
Empresa Sagarra, Madrid, Spain.

Royal theatre, Lima, O.

American theatre, Brooklyn, N. Y.
Regent theatre, St. Marys, O.

Baird theatre, Gainesville, Fla.

Hilliard Square theatre, Cleveland, 0.
H. G. Meyer Amusement Company,
Tioga, Fla.

National Theatre Supply Co.
EQUIPMENT

Palm theatre, Sulphur Springs, Fla., two
projectors equipped with Mazdas, spotlight
and lobby frames.

Riverdale Mills theatre, Riverview, Ala.,
two projectors with reflecting arcs, genera-
tor, etc.

Collson Amusement Company, Mont-
gomery, Ala., chairs, two projectors with
Mazdas and lobby frames.

Maywood theatre, Hammond, Ind., booth
equipment, stage and lighting fixtures, elec-
tric marquee sign.

Park theatre, Villa Park, 111., complete
booth equipment, stage, draperies, carpets,
etc.

Cheltenham theatre, Chicago, complete
booth equipment and box office equipment.

J. M. Rice 8C Company
MOTIOGRAPHS

Tivoli theatre, Winnipeg.

Garrick theatre, Winnipeg.

Olympia theatre, Assiniboiaj Saskatche-
wan.

J. H. Channon Corporation
STAGE HARDWARE

Orpheum theatre, Sioux City, la., fully
equipped by Channon, including complete
rigging, fire curtain, draw curtain tracks,
piano truck.

Orpheum theatre, Vancouver, B. C.,
Channon’s new electric nigger head winch.

Orpheum theatre, Omaha, Channon’s new
electric nigger head winch.

New Kunsky theatre, Birmingham, De-
troit, complete rigging, fire curtain and
draw curtain track.

Savoy ballroom, Chicago, movable stage.

New Kunsky theatre, Redford, Mich.,
equipped with fire curtain, counterweight
rigging and draw curtain track.

AUTOMATIC DEVICES CO.

737 HAMILTON ST.

ALLENTOWN, PA.

r

FINE

UNIFORMS

BRING THE

AUTOMOBILE TRADE

Moneyed people like a “smart” atmos-
phere — so do the masses. Maier-
Lavaty uniforms on your door-
men and ushers will bring
the paying classes.

Send for estimates and our
maintenance plan

n

MAIER-

L

LAVATY

Quality Built Uniforms

2141-45 Lincoln Ave.
Chicago Illinois

MAKERS OF FINE UNIFORMS

j

EXHIBITORS HERALD

39

December 24, 1927

New Albee House
Costing 4 Million
Will Open Soon

THE new $4,000,000 Albee theatre in
Cincinnati is scheduled to open on
December 24. The Albertina Rasch
Girls will head the presentation bill with
an elaborate dancing act and Will J. Ward,
noted Broadway comedian, will be master
of ceremonies.

The theatre, one of the finest playhouses
in the United States, is second to none in
the matter of interior arrangement for
comfort, convenience, beauty of furnish-
ings and decorations and ultra-modern
theatrical equipment. The auditorium has
a seating capacity of 4,000 and although
designed primarily as a first class motion
picture house, the stage, equipped with all
the very latest devices in lighting effects
and electrical mechanism, is capable of ac-
commodating a large theatrical production.
A movable pit for the orchestra and pipe
organ, so that players and instruments can
be lowered out of sight or raised to stage
level, is a feature.

* * *

Charm and good taste are in evidence
from the moment one steps into the spa-
cious lobby, with its walls of green-veined
Vermont marble, its gorgeous crystal
chandelier and its imposing double stair-
case leading to the balcony floor. The in-
ner corridors are cozy lounges, with invit-
ing chairs and couches, and numerous fine
paintings and other objects of art, person-
ally selected by E. F. Albee, placed at
advantageous points.

At the rear of the first floor is another
double staircase in marble and bronze. The
walls of the auditorium and foyers are of
light gray, with huge panels of cerise-col-
ored silk brocade, and the long, graceful
draperies in the boxes are of the same
shade. The panel borders and other dec-
orations are in silver and gold tones, with
crystal candelabra and hanging lamps add-
ing a finishing touch of richness. Con-
cealed lights in the balcony railing pro-
vide a mellow illumination. Over and
above all is the gorgeous gold and silver
dome, stretching like a star-studded canopy
of ornate design.

Rest rooms for men and women patrons
partake of the richness of an exclusive
club and the comfort of a private boudoir.
The smoking rooms for men are paneled
in dark woods and the furnishings are in
keeping with the masculine ideals of per-
fect convenience. The women’s apartments
are in bright and cherry designs, and in
addition to adequate smoking accommoda-
tions, there are cosmetic rooms on the
various floors, walled with mirrors and
equipped with numerous individual dress-
ing tables. Ample telephone facilities also
are provided.

* * *

Backstage and basement regions are
equally inviting. Dressing rooms for the
players, in addition to dainty, well-lighted
makeup tables and clean and adequate
wardrobe space, contain pedestal wash-
stands and shower closets. A billiard and
reading room, a nursery for children of
players, a kitchen and dinette for those
wishing to get their own meals, laundry
and pressing rooms and a passenger eleva-
tor from the stage to dressing-room levels
are among other provisions for the per-
formers.

Welfare of all the other employes like-
wise has been carefully considered.

An orchestra of 22 players skilled in both
jazz and classic interpertations, under the
direction of Harry Willsey, will provide
the music, with Hy. C. Geis at the organ.

SERVICE

QUALITY

SILENCE

High standards of efficiency maintained by the
modern theatre necessitate and demand

Vallen Noiseless Curtain Controls and
All-Steel Tracks

The Strong Reflector Arc Lamp

Manufactured by

THE STRONG ELECTRIC CO.

2501 Lagrange Street Toledo, Ohio

40

BETTER THEATRES SECTION OF December 24, 1927

The New Minusa Screen
On Real Fabric

Minusa De Luxe Special Screens are now constructed
on a specially woven fabric which is imported. The
quality and Durability of this canvas is positively un-
equalled. It is free from raised or broken threads, with-
stands any ordinary abuse to which a screen is sub-
jected, and is absolutely CP uncture-Troof

With this fabric and our new finishing process the
De Luxe surface is so perfectly built that accurate
projection is always assured.

Write for Samples

Minusa Cine Screen Company

Bomont at Morgan

Saint Louis

THE BEST

'MINUSA^

De Luxe Special

SINCE 1914

“Kaus-a-Lite” Seats Patrons Quietly!

The well lighted theatre aisle is essential to the
safety of patrons. “Kaus-a-Lite” seats patrons
quietly — efficiently — without annoyance to
those already seated. Write today for particu-
lars.

KAUSAL1TE MANUFACTURING CO.

8129 Rhodes Ave. Chicago

Adaptable to any kind of

teat. Fits directly under arm of r • 7 TT7 • 7 7 f

aisle chair. Light W ithout a Lrlare!

WE CAN’T MAKE ALL
THE REFLECTOR ARC LAMPS

SO WE ONLY MAKE THE BEST

PERFECTION ARC COMPANY, Inc.

711 Wells St., Milwaukee, Wisconsin

It’s the Same Old
Story ! Theatre
Beneficial

( Continued from page 30)

and city they are from. Do not choose
a time when it is Chicago peoples’ day.

Clinton, la.

By F. R. KLEEBERGER

Secretary, Chamber of Commerce

There is no question but what the
motion picture theatre attracts people
to our city and the more people who
pass our places of business the greater
are the possibilities of the merchant.

Our theatres operate' every day in the
week.

Grand Rapids, Minn.

By C. C. PETERSON
Secretary, Commercial Club

Value to the business section: Only
in a general way. Undoubtedly brings
business to cafes and refreshment par-
lors, which in turn reverts to the general
business of the town. Theatre is “dead”
in daytime when the business houses are
open and patrons come to town after
they are closed for the day.

One theatre, a better than the average.
Open every night of the week.

Duluth, Minn.

By C. E. THOMPSON

Secretary, Chamber of Commerce

Responding to your letter concerning
the influence of the motion picture
theatre on local business conditions.

This question is one of rather broad
significance and cannot be answered by
a simple affirmative or negative, so far
as any given locality is concerned.

The Duluth theatres operate seven
days each week and are advantageously
situated so that they are able to draw
customers from the territory within a
radius of 40 to 50 miles, but it is pos-
sible that this condition would not
obtain were there another city of equal
attraction or of other lines of interest,
such as better stores or equally good
stores within a reasonable distance. We
feel that such a city would counteract
any influence which a theatre, no matter
how attractive it might be, would exert.

Following out this line of thought, it
would probably be true that a city
located in an isolated district where
there were no other cities to distract
trade for a radius of 100 miles, that that
city would then be able to attract, either
through its superior stores or better
theatres, the customers from the entire
district.

Our own experience from actual thea-
tre installations in different parts of'our
city points to the fact that the theatre
does not attract other business establish-
ments. Understand me, however, that
this opinion or view would not apply
in a city of the first class, i. e., one
containing one-half million or more
population.

Illustrating our opinion as given
above, we might cite for your informa-
tion the city of Minneapolis. The old
Lyceum theatre was at one time re-
modeled and opened as a picture house
and was at that time surrounded by busi-
ness establishments of various kinds and
that, within a period of three years,
many of these business houses have
closed their doors and the theatre is now
surrounded by empty store buildings.
If you are familiar with the Chicago
situation surrounding the Tivoli theatre,
or the district surrounding the Roxy
theatre in New York, you will have no

December 24, 1927

EXHIBITORS HERALD

41

difficulty in recognizing that these two
theatres were established in conjunction
with a real estate boom or development
and were used as a nucleus to draw
the trade.

Summing up the situation then, it is
our opinion that in cities of the first
class, i. e., cities of extensive population
the theatre might be considered as an
influence for the attraction of business.
But in smaller or rural cities little, if
any, influence is exercised by the in-
stallation of new theatres so far as the
attraction of business of other kinds is
concerned.

Sacramento, Cal.

By FRANK C. RUSSELL
Publicity Manager, Chamber of
Commerce

Sacramento is showing its faith in the
motion picture industry as a community
builder in one very striking instance.
Mr. George W. Peltier, president of the
Sacramento Chamber of Commerce,
president of one of our local banks and
an outstanding figure in community
development work, has just opened
Sacramento’s most beautiful theatre as
the first unit of a project for the de-
velopment of a suburban business center.

This theatre, the Alhambra, has been
erected on Thirty-first street, 20 blocks
from the center of the business section,
and has proven a great success ever
since its opening. It is one of the most
unique and most beautiful theatres in the
West, representing an expenditure of
more than $1,000,000. It is built to carry
out the Spanish theme, being modelled
after the famous Alhambra in Granada,
Spain.

We have 11 very fine motion picture
houses in Sacramento which operate
seven days a week.

Greece Enforces Rigid
Theatre Regulations

( Washington Bureau of the Herald)

WASHINGTON, Dec. 20. — Reports
from the Department of Commerce show
that a recent decree in Greece has placed
rigid regulations upon the operations of
theatres in that country. Special permis-
sion from the Police must be obtained to
operate a theatre; license from the police
must be secured to exhibit a film and chil-
dren under the age are prohibited from
theatres.

Flood and Horne Sign
To Direct for Columbia

(Special to the Herald)

NEW YORK, Dec. 20.— James Flood
and James Horne, directors, have been
signed by Columbia.

Both Flood and Horne have been with
the industry for a long time, . Horne
starting his career as a director with
Kalem. Flood began with the Old
World Company.

New Gallagher Catalog
Has Just Been Issued

Gallagher Orchestra Equipment Company
of Chicago has just issued its new cata-
log, an attractive and instructive 12-page
brochure. A feature of the catalog is the
article, “The Evolution of the Resonator,”
by Thomas Edward Gallagher.

Issues New Catalog

The J. H. Channon Corporation, stage
hardware manufacturers of Chicago, an-
nounces that its new catalog, No. 46, will
be eady for distribution on January 3. The
company states that this will be the most
complete catalog of its type.

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42

BETTER THEATRES SECTION OF December 24, 1927

There’s Always a Way Out If
You’re on Your Toes

Here's How Two Exhibitors ~M.et Competition

< < T "T T HAT can the small theatre do
\/\/ in the way of stunt nights?”
V V This question is asked over and
over again, and since the advent of the
stage band policies in most of the fair
cities of the country, these letters are in-
creasing by leaps and bounds.

Small town exhibitors are losing much
of their patronage to the theatres in the
nearby cities. People in small towns motor
to the cities over the week end to visit the
large theatres where they can see, besides
the feature picture, a stageshow with beau-
tiful settings and the best theatrical talent
in the country. Obviously the small town
theatre man has, in hundreds of cases, a
hard row to hoe. But small town ex-
hibitors, with the enterprise that has always
characterized them, are meeting this seri-
ous competition, in many ways.

There is the case of an exhibitor in a
town of 5,000 in a Southern state. Fifty
miles from the door of his theatre, and
via a paved highway, were two beautiful
city theatres, each giving fine stageshows.
One of these theatres advertised regularly
each week with heralds, window cards, and
24-sheet posters right in the exhibitor’s
town. The city theatre was much better
advertised in the exhibitor’s own town than
was his own theatre.

As a consequence, many of his patrons
motored each week to the city to visit the
two theatres. Not only were they going
on Sunday, but on week nights also, and
while they were in the city they visited
both theatres, and seeing two good shows
a week was enough pleasure for them.
The exhibitor’s theatre lost its best pat-
ronage.

But the exhibitor did not lay down and
quit. He began booking transient acts,
often for week engagements. And always
on Friday and Saturday nights he had
some special act. Often he used home
talent acts. The transient acts were booked
on percentage, so that the exhibitor could
not lose.

These special attractions did much to
rebuild the exhibitor’s business. He raised
his admission from 35 cents to 50 cents on
the special nights without getting any kicks
from his patrons. His patrons were not
stopped from going to the city, but they
found that their home theatre was giving
them an interesting enough entertainment

to warrant them going to both the city and
home town theatres.

Another exhibitor in a nearby town suf-
fered the same inroads. This exhibitor
tried to book transient acts but he found
that, for some reason, his patrons did not
care for the acts at all. Acts that went
over big in a town 20 miles from him
were hooted at in his theatre.

However, he found that his patrons
would come to see home talent acts. In
the course of a year, he had a great many
young people of the town on his stage.
He had young girls to sing, he scoured the
county for young men with dancing talent,
and he put on short playlets with home
talent. The patrons ate this sort of stuff
up, and the local paper, because local peo-
ple were involved, gave him a great deal
of free publicity.

One week perhaps the Boy Scout band
would give a concert. The next week three
or four boys with stage ambitions would
put on a skit, another week and a local
orchestra composed of young men about
town would put on a stage bandshow.
The patrons of the theatres entered into
the spirit of the shows. They felt that the
exhibitor was doing a good thing in de-
veloping the town’s talent, and they showed
their appreciation by coming to his thea-
tre. But they enjoyed the shows, and that
of course, was the real reason why the
exhibitor was able to hold his own against
the terrific competition of the city theatres.

Producers Offer
Holiday Specials

(Special to the Herald)

HOLLYWOOD, Dec. 20.— Pro-
ducers made a special effort to
supply exhibitors with suitable
films for the Holidays.

Carl Laemmle has announced
that the week of December 25 to
31, is to be known at the Univer-
sal exchanges as “ Joy Week.”
This was named for the two-fold
purpose of helping the exhibitor
during a very tough week, and
also to help imbue the spirit of
good-will at this season of the
year.

R. G. Faulds Managing
Omaha Branch Office
for National Theatre

R. G. Faulds, who for the past two and
a half years has been selling equipment
and supplies in Minnesota and the Dakotas,
has been transferred by National Theatre
Supply Company to Omaha, Neb., in the
capacity of branch manager of the Omaha
National Branch at 1510 Davenport street.

Faulds will have as his assistants in the
Omaha territory, I. E. Newman and Joe
O’Neill, both of whom are being trans-
ferred from the general offices in Chicago.
Newman is an equipment expert and engi-
neer, O’Neill will have charge of office
sales and service.

“Rudy” Faulds is a hustler, having made
a splendid record for National service in
the Minneapolis territory. Before assum-
ing charge of the Omaha office, Faulds
spent a week at the general offices in Chi-
cago, where he received special instructions
in the working of the National Complete
Service Plan.

January Release Dates
for First National9 s
Campaign Announced

(Special to the Herald)

NEW YORK, Dec. 20.— First National
will call January, “First National Month,”
and the list of productions to be released
during the first month of 1928 follows :
“The Private Life of Helen of Troy”
Jan. 8, “The Shepherd of the Hills” Jan. 1,
“French Dressing” Jan. 15, “Sailors’
Wives” Jan. 22 and “The Noose” Jan. 29.

“The Love Mart,” the Billie Dove-
George Fitzmaurice special, formerly
called “Louisiana” is to be released Decem-
ber 18, instead of in January, as was
originally announced.

Musician Gets Credit

(Special to the Herald)

NEW YORK, Dec. 20. — For what is
understood to be the first time in his-
tory, a musical-score composer has been
given screen credit. His name is Arthur
Kay, and his musical interpretation for
Charlie Chaplin’s “The Circus” was so
satisfactory, has name was included in
the screen staff.

Character Actresses

Chosen for Pathe Film

(Special to the Herald)

NEW YORK, Dec. 20.— Emily Fitz-
roy, Ethel Wales and Gertrude Claire
will be cast in the Pathe picture “Her
Highness, Miss Jones,” which Director
Walter Lang expects to get into produc-
tion next week. The title role has not
yet been selected.

Photographer Lost in Blizzard

COLORADO SPRINGS, COL.— Lost in a
blizzard in the mountains of Colorado, Roger H.
Dawson almost lost his life while heading an
expedition to obtain motion-pictures of the cut-
ting of Christmas trees, for M-G-M Newsreel.

“Mary the Girl” for Sterling

NEW YORK — The fifth production to be made
by Sterling at the Coast will be “Mary the Girl,”
a drama based on an original story by Norman
Houston.

Young Art Director Named

HOLLYWOOD. — Van Nest Polglase, 29, is
one of the youngest art directors in the motion
picture industry. He was appointed by B. P.
Schulberg, associate producer, and succeeds Laur-
ance W. Hitt, resigned.

December 24, 1927

EXHIBITORS HERALD

43

New England Exhibitors Set Pace

"Where You Find Nichols You Find Dollars

Introducing (L. to R.) Joseph Morency of the Plaza at Salem, Mass.; Fred P. Belmont, managing the Calvin at North-
ampton; C. E. Bragdon, owner of the Opera House at Ipswich, whence comes the well-known clam; Louis Cohn, man-
aging the Jefferson, Phillips, Strand, Garden at Springfield; J. W. Cone of the Plaza at Worcester; Geo. M. Briggs, who
with Mrs. Briggs runs the Tyler at Pittsfield, and B. Satz, manager, Casino, Ware, Strand at Palmer. (All photos on
this page by H. E. N.)

Samuel Goldstein is booker of the
G. & B. Theatres Corporation, Spring-
field. It’s a great picture of the pipe.

B. H. Markell, former manager of the Atlas at Adams, worked up the
idea of giving each child with an admission ticket one of the 12,000 keys
shown. On Christmas Eve the child with the key that fits wins the auto.

(L. to R.) Earl B. Raiffstanger owns the Mahaiwe at Great Barrington, Mass. Sam Bergman manages the Rialto at
Westfield; I. Schancupp, the Strand at Holyoke; O. LeDuc, the Pastime at Chicopee; E. L. Knight, the Strand at West-
field. Geo. F. Allard owns the Opera House at Huntington and C. Frederick manages Gray’s Capitol at Pittsfield.

(L. to R.) A. Le Doux owns the Swan theatre at E. Brookfield, Mass.; Fred L. Graves manages the Elm at Chicopee;
Dan O’Keefe, the Strand at Clinton; D. J. Shea is proprietor of Shea’s theatre at Turners Falls and George H. Berry
has the Three Star theatre at Holyoke, while Mrs. E. H< Glidden owns the Town Hall at Barre. Last but not least we
have O. W. Mercier, manager of the Athol theatre at Athol, Mass.

44

BETTER THEATRES SECTION OF December 24, 1927

The “HC”

Type H. I. R.

High Intensity
Reflector Arc

For Motion Picture
Projection

HALL & CONNOLLY, INC.

129 Grand Street New York City

Signs That Sell!

rr'HE brilliantly lighted Milne Made
Electric Signs are the signs that sell.
They shout your show message to the
crowds that fill your theatre. They attract
attention for they are built by men who
know and understand “showmanship.”

The best Theatres in the country are
using MILNE Signs because they are con-
vinced that this “showmanship” is built
right in.

Send us the name of your theatre and let
us submit a colored sketch to you— no ob-
ligation on your part.

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Your Everyday
Problems

( Continued from page 25)

on. In another theatre the crowd immedi-
ately became a howling, shouting, whistling
mass of bedlam turned loose.

In a case of this kind if flash lights are
not immediately available, it is well to take
a position in the aisle and call for silence.
The crowd will at once listen when you ex-
plain the trouble and state what you pro-
pose to do. Either advise them to retain
their seats so many minutes for the lights
to come on or give them a return ticket
or their money back. Your next trouble
will be to keep the bulk of the crowd from
rushing to the box office. -

The best remedy for darkness is light
in the theatre. To this end I would advise
a good strong flashlight, or emergency
light under the control of the man in the
booth.

These occurrences are not so unusual in
small towns or good sized ones, either. —
A. I. Gibbons, Illinois theatre, Metropolis,
111. '

Smut in Pictures His
Only Daily Problem

Pardon delay in answering your query
of recent date. Fact is have had no
emergencies confront me during 12 years;
that is, nothing outside the days, or rather
evening’s work.

Noisy kids, smart alecks, lemon extract
contingents, etc., we have always with us,
of course. No fires, no floods, no bombs
have come our way and for which good
fortune we are devoutly thankful.

The only emergency that confronts me
these days is that of “smutty” pictures.
When we get one without bedroom rai-
ment, bathroom scenes, or reluctant couples
being placed in the same bed by grandma,
or some other philanthropic person, we are
indeed thankful and feel that one more
desperate ’situation has been bridged.

You may publish this if you care to. If
more of us would keep pounding on this
phase, it is possible we might get rid of
the filthy minded dubs responsible. — P. G.
Estee, S. T. theatre, Parker, S. D.

Atmospheric Houses
Planned by F & R
in the Northwest

A $2, 000,000 theatre building program
for Minneapolis has been announced
by Finkelstein and Ruben, who now
operate more than 130 motion picture
houses in the Northwest, a score of them
being in the Twin Cities.

Most of the new houses will be of the
atmospheric type, following the success of
the first atmospheric house in the North-
west at Rochester, Minn., which was
opened by Finkelstein and Ruben late last
month.

The Minneapolis building program in-
cludes two or more new houses in the out-
lying business districts of the city and the
remodeling of several other houses.

Work will start soon on a new Chateau
theatre on Lake street, Minneapolis’ most
popular outlying business thoroughfare
which extends from the West to the East
boundaries and is about two miles and a
half from the loop district. The house
will seat approximately 2,000 and will cost
in the neighborhood of $750,000. It will

December 24, 1927

EXHIBITORS HERALD

45

be the most pretentious out-of-the-loop
picture house in the city.

Remodeling of the Calhoun Terrace, also
a residence house, has been started by
Finkelstein and Ruben and will be con-
certed into an atmospheric theatre. The
building, which is of unusual exterior at-
tractiveness, was originally built as a thea-
tre, but did not pay and was converted into
a dance hall. Growth of the district around
it and the popularizing of the outlying
theatres have led to a demand for more
theatre room, so that the building will be
brought back to its original status. The
makeup of the structure is such that it
lends itself to Spanish treatment and it is
planned to construct a large drapery ceil-
ing and work in Spanish effects into the
sidewalls.

Finkelstein and Ruben have operated a
third Lake street house known as the No-
komis for many years. The house is small
and rapidly growing inadequate for the
district, and although no plans have been
announced, it is understood that alterations
which will call for almost a rebuilding of
the house are contemplated.

I. H. Ruben, one of the senior members
of the firm who made the announcements
relative to the new building program, said
that he was not ready to announce the loca-
tion of the other new picture houses, which
might grow to six in number before the
year was over.

It also has been announced that Finkel-
stein and Ruben plan the purchase and
erection of several new theatres in the
various cities of the Northwest. It is pos-
sible that they will enter several cities
where they have no houses at present. Sev-
eral of the theatres taken over recently
are of old construction and it is the com-
pany’s desire to bring these up to date and
in several instances construct new build-
ings. The Chateau theatre at Rochester,
Minn., was the first of their new buildings
-opened this season and its success has led
the firm to believe that the picture busi-
ness in the Northwest is showing a decided
forward movement.

The new Minneapolis theatre, which
F. & R. recently took over from Publix,
will be ready in April and will be the
largest picture house in the Twin Cities.
It is being erected at a cost of $2,000,000
by a corporation made up of Minneapolis
men.

Tells of Development
of New Stereopticon
Lamp; Economy Factor

Subjoined are summarized addresses
and papers by experts in the various phases
of motion pictures. These summaries pre-
sent briefly important information to read-
ers of “Better Theatres.”

REFLECTOR ARC DISSOLVING
STEREOPTICON

By J. H. Kurlander

For the more effective production of spe-
cial light and color effects which are now
used to embellish the motion picture pre-
sentation, an improved stereopticon lamp
has been developed. The twin stereopticons
receive light from a single source and stand
side by side on the same horizontal plane.
This arrangement with a centralization of
controls makes for great simplicity and
convenience of operation. The case of
operation and economy afforded by these
improvements mean wider distribution of
this class of equipment and consequent im-
( Continued on page 48)

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art and they have the massive and ornamental appearance of cast iron, at but a
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of galvanized iron or copper in any style or size desired.

Shipped in largest convenient sections, with glass packed sep-
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Metal Roofing, Metal Ceilings and Walls, etc., sent free on
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46

BETTER THEATRES SECTION OF December 24, 1927

Selector Duplex- Organ

Wonderful Organ Music

for the Smaller Theatre

Here is a real selector duplex organ that will play continuously
without waiting for rewind. Uses a ten tune roll which may
have a Classic selection on one side and Jazz on the other.
Compact in size and moderately priced.

Send for descriptive literature

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A good Marquise over the
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Architectural Metal Products
Inc.

COVINGTON, KENTUCKY

Liberty Opens at
Zanesville

( Continued from page 28)

ing these rooms in harmony with the
main auditorium.

Electrical fixtures, which seem to have
been taken from Spanish treasure chests
after being packed away for centuries,
are hung throughout the theatre. The
massive fixtures found in the theatre
proper are hand-wrought and specially
designed reproductions from Spanish
work of the sixteenth century.

Carpets from the finest texture and ex-
clusive designs were purchased at a
small fortune and add an air of luxury
to the place. ' »

Stage and projection equipment of the
most modern type, dressing rooms for
the entertaining artists equal to the best
in the country with showers and other
conveniences; in fact, proof is seen on
every side that nothing was overlooked
by The Brown Theatrical company in
making New Liberty an asset to Zanes-
ville and a source of enjoyment to
amusement seekers for years to come.

The entire structure reflects glory on
a Zanesville concern, The Dunzweiler
Construction Company. It is the com-
pany’s first theatre job but it is already
bringing it letters of inquiry requesting
estimates on prospective theatre pro-
moters.

Only selected pictures, stage presenta-
tinos, specialties by Ted Meyn on the
Robert Morton organ and Vitaphone
make up the programs at the new Lib-
erty.

The Public’s Music

Tastes

( Continued from page 19)

hear it being played in a theatre. But
on the other hand, songs that were popular
several years ago are being revived. Paul
Whiteman has recorded the old favorite
“Missouri Waltz,” while “St. Louis Blues”
is another example of a dead song raised
from the grave. But these instances are
rare, generally speaking.

Now the de luxe theatre offers the stage
band type of entertainment and is dis-
carding the name vaudeville, although the
stage band idea is vaudeville in a different
setting. Theatres that for years main-
tained only a classical musical type of
policy, the Capitol in New York City, for
one, have gone into the lighter and more
popular form of stage show. The Chicago
theatre in Chicago is another example,
although they still retain a portion of their
class policy.

Patrons’ comments on what is being of-
fered them at the theatre are wise things
to heed. The company may “rule” the
manager, the manager may “rule” the
organist, but the almighty public has the
final decision in its hands and “rules” them
all. Long live the Public!

Griffin Is Appointed
Gallagher Sales Head

Gallagher Orchestra Equipment Company
of Chicago announces the appointment of
Edmund F. Griffin as general sales man-
ager. Mr. Griffin, who has been identified
with the textile industry for a number
of years, brings to the Gallagher organiza-
tion a wide experience in modern sales
methods and promotion.

It is stated that the Gallagher company
shortly will announce a new device which
will be of considerable interest to the trade.

December 24, 1927

EXHIBITORS HERALD

47

Be Yourself, Patron Says,
as Showman’s Cue

Motion picture fan gives a thought or two for the alert exhibitor

By A. PATRON

I WONDER if any of your readers
would be interested in reading about
the reactions of an average “picture
patron,” if there is such a class of indi-
viduals, upon entering an average modern
theatre. Granted that my opinion means
nothing, that there won’t be any violent
changes in the architecture, programs,
equipment, music or other appurtenances,
I’ll “go on with the story,” and if you
think it terrible, that’s quite all right. I
have a nice, big wastepaper basket in my
office, too.

Did you ever go past a theatre palace
the morning after you attended a show
there, and stop to think how great a part
illusion plays in bringing the crowds to
that theatre? Did it ever strike you that
at best the theatre front looks pretty drab
and cheerless, like the fronts of the other
buildings on the street, in the emotionless,
critical light of the sun instead of elec-
tricity? I’ve thought of it lots of times,
and it incidentally has made me writhe
when I’ve picked up a newspaper or the-
atre magazine and read some item, written
by a misguided publicist, baring the secrets
of picture production and picture presenta-
tion. I like to keep my illusions.

* * *

But when you went past that theatre in
the morning did you notice, as I have
noticed, a torn sign, a missing bulb from
the electric sign, even papers, chewing gum
wrappers and whatnot scattered over the
entrance where the night before you saw
only the romance of the picture and the
multicolored lights playing upon a vivid
stage presentation? Well, I’ve seen those
things and it made me curious to know
the theatre manager and learn what kind
of a man he was who missed the bet in
not trying as far as possible to maintain
that spirit of romance of that illusion, dur-
ing the off hours as well as during show
time.

Are you getting tired? Let me rave on
a bit longer.

Did you ever go past a theatre, say din-
ner time, when you “had an hour to kill”
before your evening engagement, and
“callate”’ that perhaps as good a solution
as any would be to spend the 60 minutes
there if you knew just what was going on
at the time? Did you step up to the girl
at the window and ask her politely just
what you would be able to see in the next
hour, and be met with some careless reply
that showed she didn’t know in the first
place, and didn’t care, in the second place?
I’ve had that experience and again I won-
dered why the manager didn’t have her
posted.

* * *

I’m just an average human, as I said be-
fore, and I like motion pictures, and I like
comfort, so that last instance didn’t make
me a sworn enemy of the theatre, though
I confess I pick the theatre up the street
if everything else is even. And one rea-
son why I prefer the theatre up the street
is that the girl at the box office is not just
a ticket chopper. It’s not that she’s courte-
ous always, and smiling, too ; the big thing
is that she knows her stuff. She konws
what’s going on inside the theatre. And
because of her I think more of the man-
ager’s intelligence, and somehow I feel that
I’ll see a better show there, though of

Chicago Firemen Bum
60,000 Feet of Film

If non-exhibitors and others in
Chicago continue to store combus-
tible films without a permit, they
may suffer the same loss that
Ralph Leites did.

Sixty thousand feet of film be-
longing to Leites has been confis-
cated by the Chicago Fire Depart-
ment and will be publicly burned
by Fire Commissioner A. W.
Goodrich on a small island near
the lake front in order to show
how combustible the films are.

course, if I stopped to reason I’d realize
that is illogical.

Here’s another funny thing that contrasts
the two theatres. The ushers at the first
place are as spic and span as if they were
born in the world’s first bandbox. They
bow me to a seat with a flourish and a
whispered “Here you are sir.” You know,
I remember once reading what Roxy said
— isn’t that the name of that man we hear
on the radio sometimes? — about the wash-
woman who went to one of these deluxe
theatres and told her neighbor that “I may
be a bum in this office building, but I’m a
queen in that theatre.” Anyway, it went
something like that.

* * *

Well, that was the way the ushers
treated me there. And do you know that
I got soi that it grated on me? I began to
wonder why and decided that the trouble
was just that — they treated me too darned
well. It was a kind of fawning or some-
thing, and it wasn’t real.

NEWSPICTURES

PARAMOUNT NO. 40 “We,” Col Charles Lind-

bergh and plane point for Mexico at Washing-
ton, D. C.— Crowds throng Hibiya Park, Tokio,
Japan, as nation holds chrysanthemum show—
World's crookedest railroad at Mt. Tamalpais,
Cal.

INTERNATIONAL NEWSREEL NO. 101 — Elegance
the keynote in fashions for Miss 1928, at New
York style display— Snappy fire drill held by Jap
school children at Hiraksuta, Japan — Ovation
for Lindbergh at Capitol as he plans “goodwill”
hop to Mexico.

M-G-M NEWS NO. 35— George Haldeman, Ruth
Elder’s pilot, hailed by thousands at Lakeland,
Fla.— Biggest floating drydock launched at Wil-
mington, Del.— Colonel Lindbergh in the lime-
light again.

M-G-M NEWS NO. 36— Coast Guard fight way
through ice to rescue crews aboard imprisoned
vessels on the Great Lakes— Jap kiddies gather
for prayers to Cupid at Tokio— Lindy Conquers
again.

FOX NEWS NO. 22 — President opens 1928 race to

all Training dog teams for winter races at Sep-

pala, Alaska— —Storms on Atlantic wreck many
ships. Twenty-four rescued from the Paraguay,
off 'Virginia shore.

FOX NEWS NO. 23— Congress pays high honor to
Lindbergh— First bridge links New York to New
Jersey at Elizabeth— Scientists propose year of
13 months.

KINOGRAMS NO. 5352— Award “Lindy” Uncle

Sam’s highest honor Pick two among 50,000 as

best radio singers, at New York Norwegians

will have two Kings for awhile.

KINOGRAMS NO. 5353— -Apply modern methods to
Philippine prison— Here is the new light-heavy-
weight boxing champion — Lindy does it.

At the other place up the street it was
different. There was just as much cour-
tesy, but without the flourish, and the effect
on .me was that here was service with sin-
cerity. I was really a human being and
not a something that had to be pampered
to win my trade. / And I noticed, too, that
the ushers up the street did not jump out
of their polished shoes if I asked them a
rather complicated question. I got so that
I got more information — or rather satisfac-
tion— out of a frank “I don’t know, but I’ll
find out” at that place than out of a scram-
ble of captions, supercaptions and whatnot
else at the other place.

I said that I like comfort. You bet I
do, and I like things that carry an air of
prosperity. But I find that usually there is
a connection between prosperity and dig-
nity, at least the kind of prosperity that
looks as if it will endure. Now did you
ever stop to think that the same may be
true in a theatre? Maybe I’m all wrong,
but I honestly get ready to fight when I
go into a theatre lobby with perfect, rich
furnishings, carpets so soft that it makes
me remember the days as a kid when we
used to go out hunting flowers and our feet
sank in the moss and the soft carpet of
the woodland (I should have worked that
out and it would have been almost poet-
ical!)— into that perfectly appointed thea-
tre and then see in the ceiling a clash of
seventeen styles of architecture and gaudy
ornamentation that is as unreal as that
usher I mentioned a while ago. It just
isn’t dignified and it doesn’t look like true
prosperity to me, though of course I know
that that reaction is all wrong. Just the
same, impressions have a lot to do with
this business of living, and it’s a fellow’s
own fault if he wants to flirt with the
danger of giving false impressions.

There’s another interesting thing about
the place up the street. Almost every time
I go in that theatre I see the manager or
owner — I don’t know which he is — around
the lobby or inside somewhere. He’s got
so he recognizes me, too, and that makes
me feel good, too. Funny thing, isn’t it,
that we all like to think that someone else
thinks we amount to something? And it’s
a downright good feeling — you want to
strut like that turkey that is going to make
your Christmas dinner a success — at his
own expense. Whether it’s wrong or not,
I do like that nod from that manager.

Say, this is getting to be a book, isn’t it?
If you’ve read this far I don’t know
whether to beg your pardon for wasting
all this time for you or pat myself on the
back just because you have stuck by me.

I suppose I could go on rambling this
ad infinitum, as my old Latin teacher used
to say, but I won’t (wasn’t that a sigh of
relief 1 heard?), but the sum and substance
of the whole thing is that if any theatre
manager wants to please me, first thing
he must do is be human, and that goes for
his whole staff. And I’m an average thea-
tregoer and I like my pictures.

Pictures Promote Foreign Trade
WASHINGTON.— The industrial motion pic-
ture affords an effective medium for promoting
sales of American products in foreign countries,
according to a trade bulletin issued today by the
Commerce Department, Motion Picture Section.

48

BETTER THEATRES SECTION OF December 24, 1927

T ells of Development
of New Stereopticon
Lamp; Economy Factor

( Continued from Page 45)

provement in quality of motion picture ex-
hibition.

* * *

IMPROVEMENTS IN LABORA-
TORY PRACTICE

By V. A. Stewart

In the motion picture field there are a
number of problems of a general nature
which are demanding attention. These vary
from matters of standardization to han-
dling technique. A number of such general
problems and suggested solutions to them
are enumerated below :

1. Much trouble from static electrical

markings can be avoided by allowing film
to come in contact only with such materials
as “rayon,” a cellulose derivative not unlike
film support in its chemical and physical
nature.

2. A very useful application could be
made of photometry in testing motion pic-
ture printing lights.

3. One cause of accidents during the
exhibition of film could be removed largely
if a proper method of making film splices
were adopted.

4. Improved projection conditions and
less damage to film could be realized if
film were properly wound and fastened on
reels of a good design and if the beginning
and end of the length of film were marked
in a distinctive manner.

5. Certain mutilations which film under-
goes in being marked near the end of each

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Paramount Theatre — New York City
Rialto Theatre — New York City
Rivoli Theatre — New York City
Loew’s State Theatre — New York City
Loew’s State Theatre — Newark, N. J.
Loew’s Texas Theatre — Houston, Texas
Loew’s 86th St. — Brooklyn, N. Y.
Loew’s State — Columbus, O.

Astor Theatre — New York City
Proctor’s 86th St. — New York City
Cohan Theatre — New York City
Publix Theatre — Buffalo, N. Y.

New Capitol — Binghamton, N. Y.
Keith’s Theatre — Philadelphia
Carman Theatre — Philadelphia
Proctor’s Theatre — New Rochelle, N. Y.
Proctor’s Theatre — White Plains, N. Y.
Fox’s Washington — Washington, D. C.
Earle Theatre — Washington, D. C.
Capitol Theatre — Pottsville, Pa.

Keith’s Memorial Theatre — Boston, Mass.

M. & S. Circuit Loew’s Circuit

What Price Glory — Road Shows Oriental Theatre — Detroit, Mich. Big Parade — Road Shows

Beau Geste — Road Shows

Simplex Division, International Projector Corp.

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reel for end signal purpose are decidedly
objectionable and could be avoided by any
one of a number of methods.

ACOUSTICS OF MOTION PICTURE
THEATRES

By F. R. Watson*

The necessity for adjusting the acoustics
of motion picture theatres has not arisen so
often nor so seriously as in the case of
churches and other auditoriums. This be-
cause motion pictures are usually accom-
panied only by organ music, which does
not present so great an acoustical problem
as speaking. In some cases, however, in
addition to the motion pictures, there are
songs and speaking numbers, educational
addresses or other features, so that it be-
comes increasingly important that such
theatres be adjusted to have good acoustics.
There is also to be considered the develop-
ment of the talking motion picture, which
depends markedly for its success on a room
properly designed for speaking.

What is desired for ideal acoustics is that
the sound reaching an auditor in any part
of a room shall be of suitable loudness and
distinctness for comfortable hearing, with
an elimination or control of echoes, rever-
berations, “dead spots” and other faults.
To a great extent it is now possible to
secure such ideal conditions.

Sound travels rapidly, — about as fast as
a rifle bullet — and by reflection from the
walls fills a room in a small fraction of a
second and produces a suitable loudness.
The reflected sound may set up two de-
fects,— a “blurring” of speech and music by
uniting under unfavorable conditions with
the direct sound, and a prolongation (re-
verberation) if the room is deficient in ab-
sorbing materials. Reverberation is con-
trolled by covering large wall areas with a
sound absorbing material and the “blur-
ring” is minimized by proper design of
walls about the speaker or musician.

Booths for recording sound in conjunc-
tion _ with the taking of motion pictures
require special design with much absorbing
material to reduce reflection of sound, and
with special walls to exclude outside
sounds. Auditoriums where sound is repro-
duced with pictures present very exacting
acoustical requirements.

*Profesor of Experimental Physics, Uni-
versity of Illinois, Urbana, Illinois.

* * *

THE PHOTOGRAPHIC REFLECT-
ING POWER OF COLORED
OBJECTS

By Lloyd, A. Jones

In this paper some quantitative data rela-
tive to the photographic reflection factors
of colored objects are given. As an intro-
duction of the subject the theatrical phases
of the question are considered. The factors
upon which visual and photographic reflec-
tion factors depend are discussed. It is
shown that photographic reflection factors
depends upon the spectral distribution of
energy in the illuminating radiation, the
visibility function of the human eye, and
the spectral absorption of the colored ob-
ject in question. Likewise it is shown that
photographic reflection factor depends upon
the spectral quality of the illuminant, the
spectral absorption of the colored object,
the spectral sensitivity of the photographic
material and the selective absorption of the
lens used in the camera. The practical
photographic photometric method of meas-
uring reflections factors is discussed and
photographic reflection factors for twenty-
five color panels are given, the measure-
ments being made on photographic ma-
terials of different color sensitivity and
with light sources of different types.

December 24, 1927

EXHIBITORS HERALD

49

A delegation sent by Heywood-Wakefield to the recent annual meeting
of Public Seating Division Salesmen held at Gardner, Mass. (Left to
right), A. H. Pugh, Chicago; M. H. Aygarn, Minneapolis ; N. W. Barrie,
Chi cago; C. J. Fry, Chicago, and L. H. Kopman, Minneapolis. W. E.
Fannin, Los Angel es ; Heaton H. Randall and Homer T egtmei er of
Seattle, also attended.

Rebuilds Theatre Without Single
Break in Performance

Feat Is Accomplished at

Colonial in Kansas

City

MANY exhibitors would like to build
a new theatre or remodel their old
ones, but are deterred due to the
fact that they cannot afford to quit operat-
ing while the old building is being razed
and the new one constructed.

When the 660-seat Colonial theatre at
Kansas City was rebuilt and enlarged at a
cost of $100,000 by Dr. R. H. Simmons,
owner of the property, the job was accom-
plished without interruption of the theatre
programs, by the expedient of building a
new theatre around the old one. Not one
night performance was lost during the en-
tire construction period, and the seating
capacity was doubled.

* * %

“We first excavated the basement in the
rear and the foundation all the way
around,” reports H. H. Barrett, the ex-
hibitor in describing the method used,
“setting steel pilasters and steel girders.
Then we filled in the back with a brick
wall, building the stage, dressing rooms,
fan rooms and organ chambers in this new
section.

“Starting after the show one night, we
tore out all the back part of the old build-
ing, having our show on the new stage the
next evening. Thereafter it was easy. The
old building answered for a scaffold and
as we built toward the front of the old
theatre, we would tear down a section of
the old building. It required a few tem-
porary light connections as we went along.

J(C ifC

“When the building was completed up
to the lobbv it was necessary to move out
the ticket booth to temporary quarters
which was done by building a temporary
one at one side of the new building.

“The extra cost was very small for keep-
ing the show running. All the material in

the old building was used, even the brick
was used to back up the new walls. We
enjoyed the biggest summer business in the
history of the Colonial.”

Supreme Installs Its

System in 3 Theatres

Supreme Heater & Ventilating Corpora-
tion, St. Louis, Mo., report sales of theatre
heating systems to E. W. Albertson for his
new theatre at Kane, Pa., and to the new
American theatre, Guymon, Okla. Also the
sale of a complete Supreme “Temperator”
to the Strand theatre, Alexander City, Ala.

A new descriptive catalog of the Supreme
system is available by writing the manu-
facturer at St. Louis.

Use the
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Controls, Reflectors for
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FEATURES

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Specification Surface

The Tear-Proof Silversheet is the only screen made
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50

BETTER THEATRES SECTION OF December 24, 1927

Your Property Is Worth
Thousands

( Continued from page 9)

which time the head janitor takes
charge.

In addition to this protection the thea-
tres have asked and received from the
police department a special service which
insures additional vigilance on their part.
Each policeman makes a particular point
of watching the theatres on his beat and
reports anything that suggests irregular-
ity.

While the Rialto, Cameo, Tudor,
Alamo 1 and Alamo 2, the Alpha,
Bonita, do not have night watchmen,
they do have the same special police
protection extended to the major houses.
So far there have been no accidents or
violences of any nature in any of these
theatres.

It is only in its suburban houses that
Atlanta has lacked, and still lacks, ade-
quate protection. Three of these — the
Fairfax in East Point, the Ponce de
Leon on Ponce de Leon avenue, and the
Palace in West End — have suffered
burglaries. In the first two small
amounts of money were taken from
safes, which were antiquated models and
easily opened. In the latter case the
burglar, a negro boy, was caught and
the stolen goods, including a typewriter,
a suit of clothes and an overcoat, were
recovered.

For several years the film exchanges
of Atlanta, all of which are located
within a small radius, have jointly em-
ployed one night watchman who is re-
sponsible for the entire group. He
comes on duty before closing hour at
the exchanges and remains until the
cleaners arrive in the morning. He is
armed with police authority. No vio-
lences have disturbed the exchanges un-
der his regime.

Pinkertons Send
Aid in Kansas City

Aside from doormen during the per-
formances and night watchmen — usu-
ally old men — at the larger first run
houses down town, Kansas City theatres
virtually are without protection against
physical violence to the property at
night. Only recently an explosion com-
pletely wrecked the Gillis theatre, kill-
ing two men, the explosion occurring
shortly after the final performance.
Other theatres also have been wrecked
by bombs from time to time, but such
cases have not been frequent enough to
warrant special police protection, aside
from the usual service rendered by the
Pinkerton Detective Agency, which has
watchmen inspect the locks on the doors
each hour.

“Kansas City has no reason just now
to fear bombings,” R. R. Biechele, presi-
dent of the M. P. T. O. Kansas-Misso.uri,
said. “If there should ever come a time
when exhibitors had reason to suspect
that the lives of their natrons or their
property was in danger we would stop at
no limit in offering protection to the
fullest extent.”

* * *

Manager Makes Nightly
Inspection of Theatre

The recent number of bombings of
theatres over the country has brought
into action in San Antonio a novel bit
of theatre protection. Bob Blair, mana-
ger of the Texas, a Publix house, has in-
structed his porters to admit no one into
the theatre after closing at night unless
accompanied by himself or other theatre
officials. Not satisfied with this measure
of protection, Blair, who lives at the
Gunter hotel, just across the street from
the theatre, makes a round of inspection
three or four times every night, slipping
on his overcoat and going across the
quiet street to the showhouse. He has
found suspicious characters snooping
around the theatre three or four times,
and although thoughts of bombing prob-
ably had not entered their minds, Blair
presumedly outwitted some thieves, at any
rate. Blair sleeps in spasms!

* * *

The motion picture theatre owners in
Albany, Troy and Schenectady, N. Y.,
depend entirely upon their night watch-

men for protection of their theatre prop-
erty. All of the larger theatres naturally
employ a night watchman, who is re-
quired to punch a clock system that has
been installed, and which has a direct
connection with the National District
Telegraph Company. These theatres in-
clude the Leland, the Mark Strand, the
Grand, Harmanus-Bleecker Hall and
other houses.

In the Leland there are 12 of these
boxes which must be punched at regular
intervals throughout the night and any
failure is immediately recorded at the
office of the telegraph company and
there is an immediate response by auto-
mobile to determine the cause. The
same holds true in the other cities. The
majority of the residential houses do not
employ night watchmen.

Theatre owners in these cities have
read with much interest of the bombings
that have taken place recently and can
not figure out the reason other than per-
haps local labor troubles. Bombings of
this type are absolutely foreign to cen-
tral New York cities and the only need
of watchfulness appears to be for fire
or a possible burglary.

* * *

Cincinnati Seeking
Adequate Protection

More adequate protection for theatres
will be urged in an appeal to city author-
ities in Cincinnati, O., by allied organiza-
tions in charge of theatrical and motion
picture interests in Cincinanti as the re-
sult of an attack on Miss Pauline Mor-
and, in the box office at the Hippodrome
theatre in which Miss Morand was
beaten over the head by a negro and the
box office robbed of $53.50. The attack
on Miss Morand came as the climax to
a number of robberies at motion picture
houses throughout the city.

The negro took advantage of a severe
storm one night and stepped into the
lobby of the Hippodrome to seek pro-
tection from the rain while the show
was in progress and a half dozen per-
sons were in the lobby. As the rain
slackened and those in the lobby went
out onto the sidewalk the negro stepped
to an open window of the ticket booth,
grabbed Miss Morand and struck her
over the head with a revolver knocking
her unconscious. Seizing a box in which
Miss Morand had placed small bills and
change he darted from the lobby and
escaped. Miss Morand was found un-
conscious by persons leaving the theatre
and police were summoned.

A meeting of all affiliated organiza-
tions was called to formulate the appeal
for a better and more competent police
protection for all theatres until they are
closed at night.

PETERSON “FREEZEM” COOLING SYSTEM

Special prices in new territory. Salesman wanted. State agency open. One of greatest cooling systems on market
today. Different from all other cooling systems. Changes air in building every two minutes. For theatres, cafes,

churches, dry goods stores and dance halls.

Write for Descriptive Folder.

PETERSON “FREEZEM” SALES COMPANY

5 N. Dewey G A peterson, Mgr. Oklahoma City, Okla.

December 24, 1927

EXHIBITORS HERALD

51

LADIES

ROOM

"

Willey

Signs

Enhance

Theatre

Service

VER growing patronage of up-to-
| date theatres indicates that the pub-
lie is attracted by the broader and
more complete forms of service now being
used. Good showings attract initially but
the assurance of complete service and
pleasant surroundings is an important influ-
ence in repeat patronage.

The modern theatre has its rush hours
which must be handled tactfully and ef-
ficiently for the best results. The little
details which make for the ease of dispatch
of the pleasure seeking crowds are always

of advantage. The true answer is in some
form of a directing system with the least
confusion.

With this growing need has advanced
the art and use of interior directional signs,
which fit into the scheme of things and
silently inform the patrons in a dignified
way. A whispered reply may be mis-
understood but a carefully laid out system
of directing service is sure to promote
satisfaction.

Details of design of present day interior
signs have been so skillfully treated that

they add rather than detract from the most
beautiful theatre interior.

Care should be taken when laying out
a directing system to place the various
units in the most advantageous positions
to properly cover the traffic for which they
are intended.

Backgrounds and framework should be
fashioned to harmonize with the theatre
interior but the lettering should be in sharp
contrast. Good illumination is an important
factor and should be insured by obtaining
signs of proper design in this respect.

Davis Goes to Seattle

( Special to the Herald)

NEW YORK, Dec. 20.— E. L. Davis,
manager of the First National exchange at
Portland, has been promoted to exchange
manager at Seattle to succeed Jack Bower.

Guild Invites Rogers

(Special to the Herald)

NEW YORK, Dec. 20.— Will Rogers has
been asked to speak at the testimonial din-
ner that is to be tendered William Morris
by the Jewish Theatrical Guild, January 8.

De Putti Returns to U. S.

(Special to the Herald)

NEW YORK, Dec. 20. — Lya De Putti,
European screen star, is returning to the
United States to make a picture for Uni-
versal.

Each Issue of
BETTER THEATRES
Is Valuable

File all of them

In each issue of BETTER THEATRES
the theatre owner, manager, projectionist
and organist will find material valuable
to their specific duties.

A complete file of BETTER THEATRES
is as valuable a year from today as it is
today for a year from today you may
have use for today’s information, which
may not be duplicated.

You cannot foretell the future, and for
that reason the wise man is the one who
prepares. The alert theatre owner —

Will file all of
BETTER THEATRES

B & L

LENS TALKS
No. 1

The Function
of the Projection Lens

is to reproduce on a flat screen a magnified image of
the picture on the positive film. This picture consists
of high lights, shadows and half-tones, separated by
more or less distinct boundaries.

The picture on the screen is, in effect, a shadow of
the picture on the film. If the film be held between a
small light source and a white screen a shadow will be
cast on the latter which may be recognized as a repro-
duction of the film picture. Its size will depend upon
the distances from the film to the light and screen.

If we attempt to reach any useful size the illumination
becomes too faint and the lines in the shadow too in-
distinct. By means of condensers or reflectors we can
increase the illumination, and by means of a projection
lens we can increase the sharpness of the lines in the
picture.

The projection lens has no other duty nor should it put
into the picture on the screen any quality not present
in the film picture.

BAUSCH & LOMB OPTICAL COMPANY
652 St. Paul Street ROCHESTER, N. Y.

52

BETTER THEATRES SECTION OF December 24, 1927

Better Theatres Information
and Catalog Bureau

Many of the products listed below are advertised by reliable companies in this issue of “Better Theatres’

Free Service to Readers
of “Better Theatres”

“Better Theatres” offers on these pages an indi-
vidual service to its readers through this Exhibitors
Information and Catalog Bureau. Detailed informa-
tion and catalogs concerning any product listed on
these pages will be sent to any theatre owner, man-
ager, architect or projectionist.

{TIFill in the coupon on the next page and mail it to
the “Better Theatres” division, Exhibitors Herald,
407 S. Dearborn street, Chicago.

of the products listed by this Bureau are
advertised in this issue of “Better Theatres.” See
Advertisers Index.

fTTWe are glad to serve you. Do not hesitate to ask
^ us for any information on equipment or problems
pertaining to the efficient operation of your theatre.

^JTMany

stiver

A

1 Accounting systems.

2 Accoustical installations.

3 Adapters, carbon.

4 Adding, calculating ma-

chines.

5 Admission signs.

6 Addressing machines.

7 Advertising novelties,

materials.

8 Advertising projectors.

9 Air conditioning equip-

ment.

10 Air dome tents.

11 Aisle lights.

12 Aisle rope.

13 Alarm signals.

14 Arc lamps, reflecting.

15 Architectural service.

16 Arc regulators.

17 Artificial plants, flowers.

18 Art titles.

19 Automatic curtain con-

trol.

20 Automatic projection

cutouts.

21 Automatic sprinklers.

B

22 Balloons, advertising.

23 Banners.

24 Baskets, decorative.

25 Bell-buzzer signal sys-
tems.

26 Blocks, pulleys, stage-

rigging.

27 Blowers, hand.

28 Booking agencies for mu-

sicians.

29 Booking agencies (state

kind).

30 Boilers.

31 Bolts, Chair anchor.

32 Booths, projection.

33 Booths, ticket.

34 Box, loge chairs.

35 Brass grills.

36 Brass rails.

37 Brokers-Theatre promo-

tion.

38 Bulletin boards, change-

able.

c

39 Cable.

40 Cabinets.

41 Calcium lights.

42 Cameras.

43 Canopies for fronts.

44 Carbons.

45 Carbon sharpeners.

46 Carbon wrenches.

47 Carpets.

48 Carpet cushion.

49 Carpet cleaning com-

pound.

50 Carpet covering.

51 Cases, film shipping.

52 Cement, film.

53 Chair covers.

54 Chairs, wicker.

55 Chairs, theatre.

56 Change makers.

57 Changer overs.

58 Color hoods.

59 Color wheels.

60 Condensers.

D

61 Date strips.

62 Decorations (state kind).

63 Decorators, theatre.

64 Dimmers.

65 Disinfectants — perfumed.
. 66 Doors, fireproof.

67 Draperies.

68 Drinking fountains.

69 Duplicating machines.

E

70 Electric circuit testing

instruments.

71 Electric fans.

72 Electrical flowers.

73 Electric power generat-

ing plants.

74 Electric signs.

75 Electric signal and con-

trol systems.

76 Emergency lighting

plants.

77 Exit light signs.

F

78 Film cleaners.

79 Film splicing machine.

80 Film tools (state kind).

81 Film waxing machine.

82 Fire alarms.

83 Fire escapes.

84 Fire extinguishers.

85 Fire hose.

86 Fire hose reels, carts.

87 Fire proof curtains.

88 Fire proof doors.

89 Fire proofing materials.

90 Fixtures, lighting.

91 Flashlights.

92 Flashers, Electric sign.

93 Flood lighting.

94 Floorlights.

95 Floor covering.

96 Floor runners.

97 Flowers, artificial.

98 Footlights.

99 Fountains, decorative.

100 Fountains, drinking.

101 Frames-poster, lobby dis-

play.

102 Fronts, metal theatre.

103 Furnaces, coal burning.

104 Furnaces, oil burning.

105 Furniture, theatre.

106 Fuses.

G

107 Generators.

108 Grilles, brass.

109 Gummed labels.

110 Gypsum products.

H

111 Hardware, stage.

112 Heating system, coal.

113 Heating system, oil.

I

114 Ink, pencils for slides.

115 Insurance, Fire.

116 Insurance, Rain.

117 Interior decorating serv-

ice.

118 Interior illuminated

signs.

J

119 Janitors’ supplies.

L

120 Labels, film caution.

121 Lamps, decorative.

122 Lamp dip coloring.

123 Lamps, general lighting.

124 Lamps, incandescent pro-

jection.

125 Lamps, high intensity.

126 Lamps, reflecting arc.

127 Lavatory equipment, fur-

nishings.

128 Lavatory fixtures.

129 Ledgers, theatre.

130 Lenses.

131 Lights, exit.

132 Lights, spot.

133 Lighting fixtures.

134 Lighting installations.

135 Lighting systems, com-

plete.

136 Linoleum.

137 Liquid soap.

138 Liquid soap containers.

139 Lithographers.

140 Lobby display frames.

141 Lobby gazing balls.

142 Lobby furniture.

143 Lobby decorations.

144 Lubricants (state kind).

145 Luminous numbers.

146 Luminous signs, interior,

exterior.

M

147 Machines, ticket.

148 Machines, pop corn.

149 Machines, sanitary vend-

ing.

150 Make up, boxes, theatri-

cal.

151 Marble.

152 Marquise.

153 Mats, leather.

154 Mats and runners.

155 Mazda projection adapt-

ers.

156 Metal lath.

157 Metal polish.

158 Mirror, shades.

159 Motor generators.

160 Motion picture cable.

161 Musical instruments

(state kind).

162 Music publishers.

163 Music rolls.

164 Music stands.

N

165 Napkins.

166 Novelties, advertising.

167 Nursery furnishings and

equipment.

December 24, 1927

EXHIBITORS HERALD

53

Exhibitors Information and Catalog Bureau

o

168 Oil burners.

169 Orchestral pieces.

170 Orchestra pit fittings,

furnishings.

171 Organs.

172 Organ novelty slides.

173 Organ lifts.

174 Organ chamber heaters.

175 Ornamental fountains.

176 Ornamental metal work.

177 Ornamental metal thea-

tre fronts.

P

178 Paint, screen.

179 Paper drinking cups.

180 Paper towels.

181 Perfumers.

182 Photo frames.

183 Pianos.

184 Picture sets.

185 Player pianos.

186 Plastic fixtures and dec-

orations.

187 Plumbing fixtures.

188 Positive film.

189 Posters.

190 Poster frames.

191 Poster lights.

192 Poster paste.

193 Portable projectors.

194 Pottery, decorative.

195 Power generating plants.

196 Printing, theatre.

197 Programs.

198 Program covers.

199 Program signs, illumi-

nated.

200 Projection lamps.

201 Projection machines.

202 Projection machine

parts.

203 Projection room equip-

ment.

R

204 Radiators.

205 Radiator covers.

206 Rails, brass.

207 Rails, rope.

208 Rain insurance.

209 Rectifiers.

210 Reconstruction service.

211 Redecorating service.

212 Reflectors (state kind).

213 Refurnishing service.

214 Regulators, Mazda.

215 Reels.

216 Reel end signals.

217 Reel packing, carrying

cases.

218 Resonant orchestra plat-

form.

219 Reseating service.

220 Rewinding film.

221 Rheostats.

222 Rigging, stage.

223 Roofing materials.

s

224 Safes, film.

225 Scenery, stage.

226 Scenic artists’ service.

227 Screens.

228 Screen paint.

229 Seat covers.

230 Seat indicators, vacant.

231 Seats, theatres.

232 Signs (state kind).

233 Signs, parking.

234 Signals, reel end.

235 Sign flashers.

236 Sign-cloth.

237 Sign lettering service.

238 Sidewalk machines, corn

poppers.

239 Slides.

240 Slide ink, pencils.

241 Slide lanterns.

242 Slide making outfits.

243 Slide mats.

244 Shutters, metal fire.

245 Soap containers, liquid.

246 Speed indicators.

247 Spotlights.

248 Stage doors-valances, etc.

249 Stage lighting equipment.

250 Stage lighting systems.

251 Stage rigging-blocks,

pulleys.

252 Stage scenery.

253 Stair treads.

254 Statuary.

255 Steel lockers.

256 Stereopticons.

257 Sweeping compounds.

258 Switchboards.

259 Switches, automatic.

T

260 Talley counters.

261 Tapestries.

262 Tax free music.

263 Telephones, inter-com-

municating.

264 Temperature regulation

system.

265 Terra Cotta.

266 Terminals.

267 Theatre accounting sys-

tems.

268 Theatre dimmers.

269 Theatre seats.

270 Tickets.

271 Ticket booths.

272 Ticket choppers.

273 Ticket holders.

274 Ticket racks.

275 Ticket selling machines.

276 Tile.

277 Tile stands.

278 Tool cases, operator’s.

279 Towels, paper.

280 Towels, cloth.

281 Trailers.

282 Transformers.

283 Tripods.

284 Turnstiles, registering.

285 Typewriters.

u

286 Uniforms,

V

287 Valances, for boxes.

288 Vases, stone.

289 Vacuum cleaners.

290 Ventilating fans.

291 Ventilating, cooling sys-

tem.

292 Ventilating systems,

complete.

293 Vending machines, soap,

towels, napkins, etc.

294 Vitrolite.

w

295 Wall burlap.

296 Wall leather.

297 Watchman’s clocks.

298 Water coolers.

299 Wheels, color.

USE THIS COUPON

“BETTER THEATRES” DIVISION

Exhibitors Herald

407 South Dearborn St., Chicago.

Gentlemen : I should like to receive reliable information on the items listed following :

(Refer to Items by Number)

Remarks

Name Theatre City

State. Seating Capacity

54

EXHIBITORS HERALD

December 24, 1927

Advertised in This

BETTER THEATRES SECTION

(If you desire something not listed here, Exhibitors Information and Catalog
Bureau published in this issue will get it for you.)

AISLE LIGHTS

8129 Rhodes Ave., Chicago, III.

ANCHOR EXPANSION BOLTS

2951 Carroll Ave., Chicago, III.

AUTOMATIC CURTAIN
CONTROL

Automatic Devices Co

17 N. 7th St., Allentown, Pa.

E. J. Vallen Elec. Co 39

Akron, Ohio.

BANNERS, HAND PAINTED

H. Dryfhout 41

736 S. Wabash Ave., Chicago, 111.

CALLIAPHONES

The Tangley Company 34

Muscatine, Iowa.

CARBONS

Hugo Reisinger 24

11 Broadway, N. Y. C.

CHANGE MAKERS

Brandt Automatic Cashier Co 17

Watertown, Wis.

Henry C. Forster Co 3

1615 So. Michigan Ave., Chicago, III.

DIMMERS

Cutler-Hammer Mfg. Co 7

Milwaukee, Wis.

ELECTRIC FLASHERS, COLOR
HOODS

Reynolds Electric Co 49

2651 W. Congress St., Chicago, III.

EQUIPMENT SUPPLIES

National Theatre Supply Co Insert

624 South Michigan Ave., Chicago, III.

FILM CLEANING PRODUCTS

Movieads Inc 27

507 Fifth Avenue, N. Y. C.

FLOWERS, PLANTS — ARTIFICIAL

G. Reising & Co. 32

227 W. Austin Ave., Chicago, III.

LAMPS, HIGH INTENSITY

Ashcraft Automatic Arc Co 16

4212 Santa Monica Blvd., Los Angeles, Cal.

Hall & Connolly, Inc 44

129 Grand St., N. Y. C.

LAMPS, REFLECTING ARC

McAuley Mfg. Company Insert

554 W. Adams St., Chicago, III.

Perfection Arc Co., Inc 40

711 Wells Street, Milwaukee, Wis.

Strong Electric Co 39

2501 Lagrange St., Toledo, Ohio.

LENSES

Bausch & Lomb.._ 51

Rochester, N. Y.

MARQUISE, CANOPIES

Architectural Metal Prod., Inc 46

19 W. 8th St., Covington, Ky.

Edwards Mfg. Co 45

Cincinnati, Ohio.

MOTION PICTURE CABLE

Rockbestos Products Corp.

New Haven, Conn. 3rd Cover

Page

MOTOR GENERATORS

Page

SLIDES

40

38

Allentown, Pa.

54 W. Randolph St., Chicago, III.

41

Continental Electric Co

323 Ferry St., Newark, N. J.

MOTORS FOR PROJECTORS

.... 34

SOUND PROOFING SYSTEMS

Stevens Soundproofing Co

407 S. Dearborn St., Chicago, III.

39

The Wigginton Co

434 N. Church St., Kalamazoo, Mich.

MUSIC STANDS

27

STAGE LIGHTING EQUIPMENT

Frank Adam Elec. Co 1

3650 Windsor Ave., St. Louis, Mo.

Page

Gallagher Orchestra Equip. Co.... 33
616 W. Elm St., Chicago, III.

ORGANS

George Kilgen & Son, Inc Insert

4016 N. Union Blvd., St. Louis, Mo.

Marr & Colton Co — — 4

Warsaw, N. Y.

Nelson- Wiggen Piano Co 46

1731 Belmont Ave., Chicago, III.

Operators Piano Co. 22

715 N. Kedzie Ave., Chicago, III.

The Page Organ Co..._ - 18

519 No. Jackson St., Lima, Ohio.

Rudolph Wurlitzer Co .2nd Cover

Cincinnati, Ohio.

ORGAN HEATERS

Cramblet Eng. Corp

286 Milwaukee St., Milwaukee, Wis.

The Prometheus Elec. Corp

356 W. 13th St., N. Y. C.

POP CORN MACHINES

C. Cretors Co

612 W. 22nd St., Chicago, III.

PORT HOLE SHUTTERS

Best Devices Co

Film Building, Cleveland

3

33

26

44

PROJECTORS

Enterprise Optical Co 4th Cover

564 W. Randolph St., Chicago, III.

International Proj. Corp Insert

90 Gold St., N. Y. C.

RADIUM LIGHT

Louis E. Samms Studios...

177 N. State St., Chicago, III.

RHEOSTATS

Hoffman & Soons —

522 First Ave., New York, N.

49

48

SCREENS

American Silversheet Co 49

915 Wash St., St. Louis, Mo.

Minusa Cine Screen Co. 40

Morgan at Bomont, St. Louis, Mo.

Raven Screen Corp 22

1476 Broadway, N. Y. C.

SEATS

Heywood-Wakefield Co 8

209 Washington St., Boston, Mass.

SIGNS— ELECTRIC

Milne Elec. Co — - 44

189 Fifth St., Milwaukee, Wis.

Willey Sign Company 35

1559 Church St., Detroit, Mich.

800 Sibley St., Chicago, III.

Brenkert Light Proj. Co .. Insert

7348 St. Aubin Ave., Detroit, Mich.

Kliegl Brothers - 32

321 W. 50th St. N. Y. C.

Major Equipment Co. 36

4603 Fullerton Ave., Chicago, III.

STAGE RIGGING HARDWARE

Richard R. Bruckner 16

1819 Broadway, N. Y. C.

J. H. Channon Corp — 36

223 W. Erie St., Chicago, III.

J. R. Clancy - 48

Syracuse, N. Y.

Peter Clark, Inc 24

534 W. 30th St., New York. N. Y.

STAGE SCENERY

John C. Becker & Bros 48

2824 Taylor St., Chicago, III.

Tiffin Scenic Studios. ~ 44

Tiffin, Ohio.

THEATRE PRINTING, PROGRAMS

Exhibitors Printing Service 46

711 S. Dearborn St., Chicago, III.

THEATRE PROGRAM COVERS

The Hennegan Co - 45

Cincinnati, O.

THEATRE TRAINING

Moving Picture Theatre Mana-
gers Institute - 45

135 W. 44th St., New York

TICKETS

Arcus Ticket Co - 17

348 N. Ashland Ave., Chicago, III.

TRAILERS

The Filmack Co., Inc - 50

730 So. Wabash Ave., Chicago, III.

TRANSFORMERS

Hertner Electric Co Insert

Cleveland, Ohio.

Liberty Elec. Corp - 26

Stamford, Conn.

Roth Brothers & Co — - - 35

1400 W. Adams St., Chicago, III.

UNIFORMS

Maier-Lavaty Co - 38

2141 Lincoln Ave., Chicago, 111.

VENTILATING EQUIPMENT

Peterson’s “Freezem” Sales Co.... 50

5 No. Dewey St., Oklahoma City, Okla.

Supreme Heat. & Vent. Co — 29

1915 Pine St., St. Louis, Mo.

Typhoon Fan Co 50

345 W. 39th St., N. Y. C.

ROCKBESTOS

-the asbestos covered wire

On the Pacific Coast — Allied Industries, Inc.

The above picture shows better than words the extreme flex-
ibility of ROCKBESTOS MOTION PICTURE CABLE.

And too there is nothing finer than Rockbestos insulation.
Flame will not affect it.

The outside covering is beautifully finished and it will not
flake off.

A high tribute to this super Motion Picture Cable is the
fact that the leading makes of projectors, arc and spot lights
and high intensity lamps are all equipped with ROCK-
BESTOS MOTION PICTURE CABLE. It may cost more
but replacements are fewer, therefore it is economical in
the long run.

When projectionists ask for ROCKBESTOS they get the
best.

Send for a copy of our new Motion
Picture Cable Bulletin. It has in-
formation of value to you.

ROCKBESTOS PRODUCTS

5942 Grand Central Term. Bid;., New York

NEW HAVEN, CONN.

465 Union Trust Bldg., Pittsburgh. Pa.

224 Madison Term. Bldg., Chicago

Unce again ive extend
h ese old-time greetings to our i
nends, distributors and users o,

MOTIOGRAPH DELUXE PROJECTOR

these, and to our rapidly increasing
er of new users, we gratefully acknowl-
le the confidence and co-operation
own us during the past year . It will
<e our endeavor during the new year
to maintain the high standard of
our product and to continue our
■policy of progressive im-
provement.

QTlerrj Christmas
ani> a^puTtemJfear

a

THE ENTERPRISE OPTICAL MFG. CO.

5S4 W. RANDOLPH ST., CHICAGO, ILL.

An Announcement

THERE’S THE PICTURE I WANT TC
SEE — JOHN GILBERT AND GRETA
GARBO IN ‘LOVE’.”

(_ you’ll hear that a lot in 1928!)

Member of Motion Picture Producers and Distributors of America, Inc. — Will H. Hays, President

ftgngiTy 1 ly uyny lynijii yiqn|mj ny npryr

OL. XXXII, No. 3

Entered as second-class matter, August 20, 1917, at the Post Office at Chicago, 111., under the act of March 3,
1S79. Published weekly at 407 South Dearborn St., Chicago. Subscription $3.00 a year. Single copies, 25 cents.

December 31, 1927

and the

B<2st “Ulishesfor a Prosperous
and a JHappy

\ ~l;l

**-■ ol rAJ* 1

when

you

can

point

with

pride

to a list
of

outstanding

Specials

and

Star Hits

like this —

—and then know the
best are still to come

Paramount Specials

Harold Lloyd in "Speedy”*
"Gentlemen Prefer Blondes”
"The Last Command” Mannings)
'Beau Sabreur” "Old Ironsides
"Tillie s Punctured Romance”
"Legion of the Condemned”
"The Street of Sin” (jannings)
"Behind the German Lines”

"KlT CARSON” (Fred Thomson)

* Prod, by Harold Lloyd Corp., Paramount Release

Week After Week Star Hit

RICHARD DIX
BEERY-HATTON

Esther Ralston

THOMAS MEIGHAN
GEORGE BANCROFT
FRED THOMSON

CLARA BOW
BEBE DANIELS
ADOLPHE MENJOU
POLA NEGRI
FlELDS-CONKLIN
FLORENCE VIDOR

L /<eJA/£TJL
/VdS-SS;

I

PARDON ME WHILE

" M-G-M NEWS

HI ^ued by Hearsl News Service, Inc.

At Lea ding Theatres for

first
pictures

of

LINDBERGHS

TRIUMPHANT

arrival

IX

MEXICO

LAUGH

Now Sh

,owirtg at Foilcwing Theaters'

McVICKERS
RIALTO

alamo

MIDWEST

TERMINAL

state

portage park
crystal k
drake

TODAY m

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Wfali ,

atis

Ere«to„

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ord

3l£?ftv

iSte^SSi^S:

LErr:4rf.^>n.
Chicago Herald,
i. Examiner

WHILE others talk, talk, talk —
M-G-M News
QUIETLY steals a march
ON the newsreel field
-AND delivers!

„9,'%;ana

V-gm

NEWS

Wl*.

I

■Shouinj J

RIGHTyM/rowj
Aberdeen S.D
American

. iiH/av "w"

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R’vmondXbeatrf ?as^UERZ-

(w/re) “aSadena , Cal.

^ttZbJVand L^yfpecial

’lories .n to8dCaav'uUff-,°u' <-

Pefs-

NO wonder that
M-G-M News has
WON thousands of
SATISFIED customers!
WITH typical
M-G-M dash and
DARING,

YOUNG Blood has
BECOME within a
FEW months the
MARVEL of the whole
NEWSREEL field

Seen*.

I n" '
[ "'til.

^§9, city

-'■Wo-Wfe1 I

(Letter) Charles

The special «;00p ® Washmgton
Lindbergh’* I:3oA.M;

for Mexico Cit . j g these pictures

Friday Thcjeato/ taking.^ tkcm w fl

in Washing ton andd l .tKjn^t hours

theatre 2oo° Wesa^flndt^M-GAM

/l/terveardisrema .• the bretue Air

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CAi.

METRQ-GOLDWYN-MAYER

4

EXHIBITORS HERALD

December 31, 1927

Oildd Gray

Creater y&nsatiorv "

New York Jourrval

“Its effects are as picturesque a
the movies have ever acquired.

— Sun.

“Demonstrates she is on
of the finest actresses oi
the screen.”

—World.

“Should establish bigger and

better box-office records on

Broadway.” ™ ,

7 - — 1 elegrapn.

“Gilda Gray’s best picture worth

seeing.

— Graphic.

“Far above anything she has

done.” AT

— News.

“Holds the attention. Differ-
ent from ordinary run of pic-

— Times.

tures.

BOOK

NOW!

infill

iriNCER

by Harry Hervcy
with CLIVE BROOK

FRED NIBLO PRODUCTION

UNITED ARTI/1/ PICTURE

“The Glorious Gilda more rav
Ashing than ever.”

— Telegram.

/AMUEL COLDWyN

rvfy

P

PRE-
HOLIDAY
BUSINESS
TREMENDOUS

at the

RIVOLI-UNITED
ARTISTS — New York City

“I AGREE WITH YOU THAT 1928 WILL BE MY MOST
PROSPEROUS. YEAR. I'M STARTING IT OFF WITH
‘LOVE’ AND ‘THE STUDENT PRINCE’.”

Metro-GoldwymMayer announces for the
coming months the greatest week -to* week
release schedule in picture history!

tOHN

GILBERT

URIiTA

GARBO i..

LOVE

directed Ly

fUMUND G< HOLDING

Advertise yttur tun

simultaneous with its
record • break ini; $2-dO
shoicing at the Embassy
Theatre, N. V.

NOVARRO

N< )KMA

SHEARER in

The STUDENT
PRINCE

In Old Heidelberg
ERNST I.URI I NCH'S

Production with lean Hefsholt
Advertise it direct from
4 llig months at the
$ 2.00 Astor

DEC. 31

QUALITY STREET (Marion Davies)

JAN. 7

WEST POINTS William Haines)

JAN. 14

THE DIVINE WOMAN ( Greta Garbo)

JAN. 21

BABY MINE (Karl Dane Geo. K. Arthur)

JAN. 21 •

LAW OF THE RANGE (Tim McCoy)

'JAN. 28

PULLMAN PARTNERS (Norma Shearer)

FEB. 4

ROSE-MARIE (Special)

FEB. 11

WICKEDNESS PREFERRED (Cody-Pringle)

FEB. 18

THE BIG CITY (Lon Chaney)

FEB. 25

THE SMART SET (William Haines)

MAR. 3

THE CROWD (King Vidor Special)

MAR. 10

FORBIDDEN HOURS (Ramon Novarro)

MAR. 17

THE PATSY (Marion Dat ics)

MAR. 24

BRINGING UP FATHER (Cosmopolitan)

MAR. 24

WYOMING (Tim McCoy)

MAR. 31

MLLE. FROM ARMENTIERES (Special)

AFR. 7

LAUGH, CLOWN, LAUGH (Lon Chaney)

APR. 14

THE COSSACKS (John Gilbert Special)

APR. 21

UNDER THE BLACK EAGLE (Dog Star)

ETRO-GOLDWYN-

6

EXHIBITORS HERALD

December 31, 1927

Complete details of the
most important develop-
ment in the history of
the business press of the
motion picture industry
appear on Pages 14, 15,
16 and 17*

national

Picture*

VALLEY of the GIANTS

A story BIG as all outdoors. Milton Sills a fightin’
fool at the top of his form. The most thrilling run-
away train scene ever filmed.

\

SAILORS' WIVES

All Colleen Moore’s best roles rolled in one. She
goes from Rags to Ritzy — from Lunchwagon to
Limousine — from Soapsuds to Society — from Com-
edy to Romance — and back again!

The PRIVATE LIFE of
HELEN OF TROT

by JOHN ERSKINE

The best-selling novel in America for one solid
year. The inside story of the life and loves of the
most dangerous blonde in history. (SPECIAL.)

The SHEPHERD t°hfe HILLS
by HAROLD BELL WRIGHT

Greatest best-seller of America’s best-selling author.

(SPECIAL.)

A TEXAS STEER

An American comedy classic. Famous on the stage
nearly 30 years. A short-horn Congressman buck-
ing the big time in Washington, and his wife and
daughter trying to crash society. Will Rogers’ own
titles! (SPECIAL.)

FRENCH DRESSING

American youth, smart stuff, 1928 modes and
morals, turned loose in Paris — of all places!

The low-down on the high jinks on the fastest
young married set this side of Life. Beautiful young
wives playing around. Mary Astor out-loving the
most notorous male experts in the game of hearts!

THE NOOSE

New York — night life — a side-street Honky-tonk —
a shot above the blare of Jazz. A kid who faces the
Noose rather than betray his mother’s shameful
secret . . . and a mother who can save him if she
will tell the fearful Truth!

FLYING ROMEOS

The ace of aviation comedies ... a couple of
Clowning Cloud-Hoppers doing nonsensical nose-
dives with the joy stick full on.

THE LOVE MART

Formerly "Louisiana"

Fragrant, exotic romance in the land or creoles and
crinolines. Languorous, glamorous New Orleans of
100 years ago . . . Beauty bought on the auction
block. From the famous play by Edward Childs
Carpenter.

lohn McCormick presents

COLLEEN MOORE

In HER WILD OAT

Directed by Marshall Neilan

RICHARD A. ROWLAND wires: “This is Colleen
at her best . . . One of the most enjoyable Colleen
Moore pictures we have released in a year.”

The PRIVATE LIFE of
HELEN OF TROT

with Maria Corda-Lewis Stone
— Ricardo Cortez

Written for the screen and produced
by Carey Wilson

Road-show smash at the Globe, New York, de luxe
showingat $2.20 top. Lavishly praised by N.Y. critics.

me SHEPHERD ,°.ri HILLS

by HAROLD BELL WRIGHT

More months-in-ad vance bookings by key showmen
than any other picture in years. THEY bought on
name and fame alone . . .YOU can buy with the as-
surance of AL ROGELL'S great direction, Charles R.
Rogers’ production genius and a 4-favorites cast in-
cluding MOLLY O’DAY.

A TEXAS STEER

with WILL ROGERS

LOUIS! FAZENDA and Great Cast
Directed by Richard Wallace

One of the 5 greatest personalities in America for
the Star. Backed by day-after-day publicity and the
special “PEP” tie-up that carries $800,000 free
national advertising.

A George Fitzmaurice

production

starring BILLIE DOVE

in THE LOVE MART( "Louisiana " )

The first special from the girl who gave you “The
Stolen Bride” and “American Beauty.” Charles
Skouras reported: — “Tremendous business at
Ambassador, St. Louis, premiere.”

RICHARD

BARTHELMESS

in THE HOOSE

Barthelmess’ third in a row this season. From the
Broadway stage hit. Ed Higgins previewed it at his
Glendale, California, theatre and predicts it to be
“the picture of the year.”

MILTON SILLS

in The VALLEY of the GIAHTS

with Doris Kenyon

Peter B. Kyne’s novel from which this is taken was
one of the leading best-sellers of the season.

CHARLIE MURRAY
and GEORGE SIDNEY
in FLYING ROMEOS

Backed by the records of “McFadden’s Flats/* “Lost
at the Front/* and “Life of Reilly/’ '

SAILORS' WIVES

with Mary Astor and Lloyd Hughes

Has the fame of celebrated Warner Fabian’s best-
seller to back it.

Allan Dwan's Production

FRENCH DRESSING

with h. B. Warner- Clive Brook
-Lois Wilson— Lilvan Tashman

“Delightful movie” — "Women most certainly will
enjoy it” — said N. Y. critics.

Some of the most important
Best-Sellers and Staqe-IJit BUYS \
ever made for Pictures - - all in

We axk you

with iuch an aoundance

ot\V-tALTH-ot Box
Office Material

a

si

w

Maisedr short

o

weeks

(Dec. 25^ to F ebA^1)

could

anythinq else but

FKUT
MADOHAL

MOMI

Member tf Motion Picture Producers aa Distributors of America tact*- Will H.Hays Pmum c

EXHIBITORS

HERALD

EDITORIAL AND
ADVERTISING OFFICES

CHICAGO

407 So. Dearborn St. Telephone
Harrison 0036-37-38. Cable Address :
Quigpubco.

Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Ave. Telephone Vander-
bilt 3612-3613.

James Beecroft, Manager
John S. Spargo, New York
News Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray, Manager
Douglas Hodges,
Advertising Manager

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd„ W. C. 2

INDEX TO

EDITORIAL CONTENTS

DEPARTMENTS

Short Features 27

Presentation Acts 28

The Theatre 35

New Pictures 38

Press Sheets 39

Available Attractions 40

Classified Advertising 43

The Box Office Ticker 44

“What the Picture Did for Me” 45

FEATURES

Broadway 18

Los Angeles, by Ray Murray 22

Re-Takes 22

New York, by John S. Spargo 26

Pictorial Section 23

Service Talks, by T. O. Service.. 34

Letters from Readers 42

Chicago, bv W. W 50

SUBSCRIPTION RATES

United States and possessions —

$3 per year.
Canada — $4.50 per year.

Other points of the world —

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

FOX takes over Ascher theatre chain ; Eckhardt heads new orga-
nization to run Chicago circuit ; Operating policy will be revised
— Sterling Theatres forms in Seattle.

UNITED Artists opens two deluxe theatres in Los Angeles and
Chicago; Premieres are given on night after Christmas;
“Whole show on screen” is policy.

THEATRES give full co-operation to Community Christmas;

Exhibitors at Albany, Troy, Atlanta and Cambridge, Ohio, join
with newspapers and clubs in parties.

Ep XHIB1TORS cause arrest of 250 business men at Pittsburg,
Kan., in move for fair play on Sunday shows; Police courts
do land office business.

rJ''HREE theatre thefts cause $3,600 loss;

manager is kidnaped and forced to de-
liver $2,300 in holiday receipts Toronto

burglars steal safe.

0H,° censor won’t accept fight film;

mandamus is asked — Exhibitors of
Western Pennsylvania and West Virginia
set Pittsburgh convention for April 22
to 24.

JC. JENKINS’ home burns — Coolidge’s

* church books newsreels Fox Films

earns $ I .80 a share in third quarter

Dembow is elected vice president of
Publix.

ITS. business will expand in 1928, says
review, citing 1927 increase Sid-

ney Kent opposes sale of Paramount films
for home entertainment.

N O SLACK in production this midwin-
ter, declares Lasky Differences over

script bring cancellation of Ludwig Ber-
ger’s contract with Fox Films.

'| ' HERE is a Santa! He’s Gallup, A. M.

P. A. Revelers decide First National’s

British unit to make “The Jest” “Helen

of Troy" goes to Paramount theatre Jan-
uary 7.

1ECHELE says his offer of co-operation
to Hays was backed by the M. P. T. O.

of Kansas-Missouri First National Month

is tribute to Richard A. Rowland.

^^LENDON ALLVINE succeeds Vivian
Moses as head of Fox Films’ adver-
tising and publicity Earl Hudson goes

with Columbia as production supervisor.

Complete Coverage: Combined Issues Next Week
of Exhibitors Herald and Moving Picture World

12

EXHIBITORS HERALD

December 31, 1927

EXHIBITORS

HERALD

Qhe independent Qjradc ^ aper

Martin J. Quigley, Publisher Editor

Published Every Wednesday by

Quigley Publishing Company
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, P resident

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications published as supplements to
Exhibitors Herald: Better Theatres, every fourth week, The Studio,
every fourth week, and The Box Office Record & Equipment Index, semi-
annual.

Vol. XXXII December 31, 1927 No. 3

The Prospect for 1928

THE industry finds itself at the dawn of 1928 in a
position that is more secure than at any time in
the previous history of the business. The coming year
should be a banner one and it will be a banner one if
the experience of the past two or three years is allowed
to hear fruit.

The industry during the past three years has been
going through a decided transformation, although, as we
stated last week, the evidences of the transformation have
not always been plainly visible on the surface and for
this reason the change that actually has taken place with
respect to many major matters in the industry has not
been realized in various quarters in the business.

Until recently the industry lacked stability and this
lack of stability was a most threatening figure on the hori-
zon. We never expect to see the motion picture industry
become a routine and mechanized business — the nature
of its effort forbids this— but during the past three years
developments have taken place which have completely
dispelled, for all practical purposes, the old unstable,
fluctuating and haphazard characteristics of the business.
In every important consideration the business has become
stabilized; its oldtime insecurity has been thrown off and
today it stands as a thoroughly entrenched and permanent
factor in the modem world of business.

*• •» •*

ON the distribution side the oldtime insecurity of the
business has been shaken off through the elimina-
tion of incompetent units. A severe weeding out process
has swept over the distribution branch of the industry
and firms and individuals who could not measure up to
present standards have fallen by the wayside.

In production a similar process has been at work. The
inexorable law of survival has purged production of
incompetency to a very considerable extent. Some have
called this process a scheme of monopolists, but it does
not bear up under such a test. Production has constantly
been becoming confined to fewer and still fewer units for
the very simple reason that the sort of demands now being
placed upon production organizations can only be met
by that limited number which are experienced, compe-
tently manned and adequately financed.

The exhibition branch of the business has been subject

to greater study and more constructive effort than has
either of the other two major branches of the business
during recent years. Out of this study and effort has
come a thoroughly comprehensive transformation of the
exhibition field. Here, too, incompetency has been les-
sened; the theatre requirements of localities have been
more carefully analyzed; a practical degree of business
efficiency has been introduced in connection with the
operation of theatre properties; economical consolida-
tions and combinations have been effected. The theatre
field, which must prosper or else nothing in the business
can prosper, is now in a decidedly more promising con-
dition.

These, roughly, are the facts of the transformation that
has taken place. The results of this transformation are
vast and far-reaching!

Every business or industry of any important size must
enjoy public financing. For many years the motion pic-
ture industry was compelled to struggle through on pri-
vate and individual financing, but the new order that has
come about has established motion picture securities in
the public mind and has made film finance propositions
welcome in the highest financial circles.

This has come about through no accident and it has
not been merely a mechanical happening. In its earlier
days the industry could not get public financing because
it was not entitled to it. But with the new stability and
security it has been able to achieve it has earned the right
to offer its securities to the public.

*

THE industry as a business now enjoys a changed
reputation in the public mind. Its old name as a
get-rich-quick proposition has passed away and the busi-
ness is now regarded as a legitimate commercial under-
taking which is serving a major necessity of the public.

We predict for 1928 a year of solid and substantial
prosperity. General business conditions are such as to
offer this prospect to every essential business which is
properly ordered; and the film business is now thor-
oughly entitled to rank in that classification. The indus-
try has gained a vast experience. This experience has
been costly but it is now in hand to be the guide to future
profits.

The tightening up and settling down processes through
which the business of motion pictures has been going
have all been with sound economic justification. The
most profitable eras for the industry are certainly ahead.
There is cause only for apprehension or alarm in those
quarters where concerns and individuals have been unable
to keep pace with developments; where they are still
thinking and acting along the lines of five years ago. Five
years is not a great span in any other important industry
but the past five years in the picture business have created
such a gap that it cannot be bridged by companies and
persons who may just now be waking up to the present
requirements and responsibilities of the industry.

The film business and every business will always have
its current problems and perplexities, but the film busi-
ness may approach the New Year with the most confident
of expectations as to the degree of prosperity that is
within its reach.

Studio experience, together with the reformation in
studio practices which has been effected, is bound to
lead to better pictures at lower rather than higher costs.
Every sound exhibition proposition can consider itself
practically under a guarantee of profitable operation for
the coming year.

The prospect for 1928 could not be more promising.

Intelligent and aggressive effort, backed by appropriate
enthusiasm and courage, is all that is necessary to insure
its fullest realization.

December 31, 1927

EXHIBITORS

HERALD

13

Fox Takes Over

Ascher Chain

Ohio Censor Won’t Eckhardt Heads Group
Accept Fight Film; To Run Chicago Circuit

Ask fov Mandamus New Operating Policy will be Adopted — Other Fox
(Special to the Herald) Houses to Have Roxy Presentations

By WILL WHITMORE

Fox Film Corporation has taken over the six theatres composing the Ascher
Theatrical Enterprises of Chicago, and an entirely new organization has been
effected, although it will still be known under the old name.

Eckhardt Elected President

Clyde W. Eckhardt, branch manager of Fox’s Chicago exchange, is elected
president; Walter Senne, vice president; Gus Greenbaum, secretary, and
Nathan Ascher, treasurer. Theatres included in the change are the Sheri-
dan, Terminal, Portage Park, Crown, Midwest and Commercial.

COLUMBUS, O, Dec. 28.— Following
the granting of an alternate writ of
mandamus to the Midwest Film ex-
change of Akron by the Ohio Supreme
Court, December 24, the same plaintiff
filed a petition for mandamus on John
L. Clifton, Ohio censor of films, to com-
pel him to admit the Dempsey-Tunney
fight films to censorship.

This action was taken following the
published statement of Clifton that he
would not admit the films to censorship
unless ordered by the Ohio Supreme
Court. This court set January 5 as the
date for hearing on the mandamus.

Trouble is also being experienced in
Kansas and since the censors have re-
fused to approve the pictures, a new
form of competition has sprung for ex-
hibitors. Since William A. Smith, attor-
ney general of Kansas, ruler that pic-
tures shown in private homes are not
subject to censorship, many people have
bought the fight films and are showing
them in their homes. It is feared that
this practice will spread and the question
is, what will happen at the box offices of
theatres if such a practice increases?

Pa. and W. V a. Owners
Name April 22-24 Dates
of Pittsburgh Confab

(Special to the Herald)

PITTSBURGH, Dec. 28.— The Motion
Picture Theatre Owners of Western
Pennsylvania and West Virginia an-
nounce that- the organization will hold
its eighth annual convention in Pitts-
burgh on Sunday, Monday and Tuesday,
April 22, 23 and 24. The meetings will
take place in a prominent hotel, a deci-
sion not yet having been reached as to
which hostelry will house the convention.

The first day of the convention will
feature a trade showing at a local thea-
tre in the afternoon. It is also expected
some social event will take place in the
evening.

At each succeeding convention the at-
tendance has been greater than at its
predecessor, so exhibitors are requested
to make arrangements now.

Canadian Exhibitors

Hit Daylight Saving

(Special to the Herald)

OTTAWA, Dec. 28. — Daylight saving
by-laws were smothered by large ma-
jorities in Winnipeg, Man., and London,
Ont. In Hamilton, Ont., another large
city, the voters also are opposed to sum-
mer time in 1928.

In Winnipeg, the exhibitors, headed by
the Motion Picture Exhibitors Associa-
tion of Manitoba, and the Winnipeg
Film Board of Trade, worked actively
against the measure.

Fox has been a minority preferred stock-
holder in the enterprise for almost two
years with John Zanft of the Fox organ-
ization on the board of directors. Under
the new organization Fox Films holds a
majority of the stock.

New Operating Policy

“As soon as an intensive survey is com-
pleted, a new operating policy will be
adopted for the theatres,” Eckhardt said,
“but I do not know whether or not the
‘Roxy’ presentations will be used. Until
the survey is completed the theatres will
operate under the old policy.”

Rumors that “Roxy” presentations are
to be put into the Marbro and Granada
theatres of Marks Brothers, Chicago, and
that the Palace theatre is to be taken over
by Fox and operated as a “Roxy” house
were discounted by Eckhardt.

The new Fox theatre in Detroit, which
will seat more than 6,000, is entering the
last stages of construction and will be com-
pleted by midsummer of 1928. Fox will
have houses of similar size in operation in
Dayton, St. Louis, Brooklyn, Washington,
Baltimore, Minneapolis, St. Paul, Milwau-
kee, Philadelphia, Los Angeles, San Fran-
cisco and Newark. Some of these are now
in operation, others are building and deals
for sites on others are being closed.

The presentations in vogue at the Roxy
theatre, New York, are to be circuited
through the Fox string of theatres, accord-
ing to Fox, and from this it would seem
likely that the “Roxy” presentations will be
used in the Sheridan theatre, Chicago, one
of the houses just taken over.

Form Chain in Seattle

(Special to the Herald)

SEATTLE, Dec. 28.— Incorporation of a
new theatre chain was made in Seattle yes-

terday. It is' known as Sterling Theatres,
with the following officers: John Danz,
president and treasurer; George I. Appleby,
vice president ; Ray Cooper, secretary.
Armleby was formerly manager of the
Pathe exchange. Seven theatres in the in-
corporation are the Capitol, Strand, Palace
Hippodrome, State, Colonial, Star and
Florence.

Small-Strausberg Adds Two

( Special to the Herald)

NEW YORK, Dec. 28.— The Small-
Strausberg circuit will add two theatres to
the fast growing chain when it opens the
Kew Gardens theatre, Kew Gardens, and
Crescent theatre, Astoria.

Producer Is Arrested
on Swindling Charge

(Special to the Herald)

WATERTOWN, N. Y„ Dec. 28.—
S. Fenimore Hoffman, who produced “A
Busy Cinderella,” was arrested last week
in New York on a charge of grand
larceny. Police say that Hoffman ob-
tained $250 from Mr. and Mrs. Erwin
A. Crast, on the pretense that they
would become part owners of Boost
Your Own Town Movie Corporation, a
mythical company, of which Hoffman
claimed to be sole owner.

Ohio to Discuss Bill

( Special to the Herald)

COLUMBUS, Dec. 28.— The Board of
Trustees of the Ohio M. P. T. O., which
meets sometime during the week of
January 9, will discuss the bill for the
elimination of block, blind, and chain
bookings offered by Senator Brookhart.

Three Theatre Thefts Cause $3,600

Loss ; Manager Abducted to Open Safe

Three theatre thefts over the holiday week end and last week netted ban-
dits in Toronto and Chicago a total of $3,600. Walter Schepard, manager
of the Jeffery, Chicago, was forced into a machine by four men as he neared
his home early Tuesday morning and driven back to the theatre, where he
was compelled under threats of death to deliver from the safe $2,300 in holi-
day receipts. A lone bandit Monday evening held up Mrs. Pearl Inch, ticket
seller at the Academy, Chicago, and escaped with $300.

In the Toronto theft, the Alhambra lost about $1,000 when burglars broke
into the house and carried away the safe from the office of Manager W. T.
McKnight. The theatre is a Famous Players suburban house. A police sta-
tion is but a block away.

& Jbnppu JJtto gear

To the
INDUSTRY

EXHIBITORS HERALD

December 31, 1927

Martin J. Quigley

President , Quigley Publishing Company
AND

John R Chalmers

President, Chalmers Publishing Company

Announce the Consolidation of

EXHIBITORS

HERALD

am

4 MOVING PICTURE

WORLD

Effective January 1, 1928

The Combined Publications
Will Be Edited and Published

By

Martin J. Quigley

December 31, 1927

EXHIBITORS HERALD

15

Announcement

Exhibitors herald is haPPy in-

deed to join with MOVING PIC-
TURE WORLD in making the announce-
ment, Printed on the preceding Page, which
reveals to the motion picture industry the
consolidation of Exhibitors Herald and the
Moving Picture World.

MOVING PICTURE WORLD in merg-
ing with EXHIBITORS HERALD brings
to the consolidated publications a record and
a tradition which are among the finest
achievements in the history of the motion
Picture industry. Since its founding in 1907,
by the late J. P. Chalmers, when the indus-
try was in fact in its barest infancy, the
MOVING PICTURE WORLD has been
unwaveringly an institution of the finest
character and PrinciPles. Throughout its
history it has remained in the immediate
control of the Chalmers family whose integ-
rity of PurPose and comPetency of perform-
ance are by-words in the film trade. During
all of this time — nearly twenty-one years —
the WORLD has carried high the banner of
progress. No history of the motion Picture
industry would be complete or accurate un-
less a glorious chaPter were devoted to the
influence of MOVING PICTURE WORLD
uPon the development and advancement of
the business of motion pictures.

This splendid institution that is MOVING
PICTURE WORLD now joins with
EXHIBITORS HERALD to give to the
motion picture industry, for the first time, a
single publication of aPProPriate strength, in-
fluence and circulation. With the merging
of these two publications there will be pro-
vided a single medium which will completely

cover the field. Its circulation will fully en-
compass the motion picture industry, in all
of its branches and in all of its territories.
EXHIBITORS HERALD A HD MOV -
IHG PICTURE WORLD, welded into a
single Powerful institution will be enabled to
suPPly the whole business of motion pictures
with a service that will be thorough and com-
plete in every resPect and will fulfill every
publication requirement of the trade.

The merged publications will be conducted
under the management which established
EXHIBITORS HERALD and which during
the Past thirteen years has brought this Pub-
lication to the Point of definite leadership) in
its field. Those principles of indePendence,
journalistic enterprise, progressiveness and
fair Play which have characterised the oper-
ations of EXHIBITORS HERALD will
continue as the guiding principles in the
operations of EXHIBITORS HERALD
AMD MOVING PICTURE WORLD.

With our ability to serve the industry
vastly augmented as the result of this merger
the publisher of EXHIBITORS HERALD
AMD MOVING PICTURE WORLD

wishes to take this occasion to re-dedicate his
efforts and the efforts of his associates to the
cause of service to the motion picture indus-
try; to the wholehearted suPPort of every
movement calculated to aid the progress and
advancement of the motion pictures, and to
an undivided allegiance to the best interests
and highest ideals of the motion picture
business.

Publisher, Exhibitors Herald.

16

December 31, 1927

EXHIBITORS

HERALD

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So vitally important is the merger of Ex-
hibitors Herald and Moving Picture World
to the motion picture industry that Hon. Will
H. Hays, President of Motion Picture Pro-
ducers and Distributors of America, unreserv'
edly commends the foresight and enterprise
that have made this achievement possible. Mr.
Hays’ letter is reproduced on this page.

December 31, 1927

EXHIBITORS HERALD

17

Exhibitors Herald Moving Picture World

Founded in 1915 by Martin J. Quigley

EXHIBITORS HERALD became the acknowledged leader
in the national motion picture business paper field three
years ago and has steadily entrenched itself in this posh
tion since that date.

Founding the paper in 1915, Martin J. Quigley announced
his publication would not expect support from reader or advem
tiser unless it justified its position by giving the field a service
not rendered by any existing paper.

Three years were devoted to studying the needs of the field
by personal investigation, field surveys and interviewing of hum
dreds of people in all branches of the business. For his important
executive posts, Mr. Quigley searched both the business paper
and newspaper field. His organisation was completed in 1919
and not a change has been made in an important executive posh
tion since. There have been additions and promotions as the
publication grew

* * *

In 1920, the entire industry realised that the Herald had made
good its promise. Blatant publicity, which had throttled the trade
press previously, was eliminated from its pages. New service
departments appeared. A news service covering every phase of
the business had been built up. Circulation leaped forward. Ad'
vertisers realised it was impossible to cover the field without
placing the Herald in their budget plans.

The word “Independent” upon the cover took on a definite
meaning when this new publication boldly threw aside precedent
in creating a new type of business paper for the field, and vigor'
ously fought distributor and exhibitor organisations alike when
it felt their policies were not in accord with the best interests
of the business.

* * *

In its circulation work, it established a new precedent. To
every city, village and hamlet in the United States, it sent rep'
resentatives — not just to sell subscriptions, but to explain to each
theatre owner just what value the paper could be to him and,
at the same time, find out from him what service he needed that
the paper did not give him. More than $100,000 has been ex'
pended in this type of work.

Although a member of the Audit Bureau of Circulations, no
effort was made to force an imposing figure on its circulation
book for the particular period of the audits. Appreciation of
the field of the soundness of this policy is reflected in the fact
that the Herald, although it has never shown the largest A. B. C.
figure, has led the field in prestige and total business carried
for three years.

* * *

The soundness of its field surveys is shown in the outstanding
success of its “Better Theatres” section — an idea evolved by the
Herald organisation to give the theatre owner practical help in
the building, equipping and operating of his theatre and to give
the manufacturer of equipment a medium through which he could
reach the theatre owner effectively and economically. “Better
Theatres” has not only brought into the field scores of new ad'
vertisers, but has revolutionised the handling of this problem in
the entire business press.

In merging with “Moving Picture World,” it attains January 1,
1928, its goal of complete world coverage, and an augmented
service hitherto unavailable to advertisers in the motion picture
field.

Founded in 1907 by J. P. Chalmers

MOVING PICTURE WORLD is the pioneer paper in
the motion picture business paper field and for the past
four years has had the largest circulation in that field.
Founded in 1907, it offered the theatre owner the first publica'
tion treating with his problems and gave the distributor and
equipment manufacturer the first opportunity to advertise to the
theatre owner.

The publication was two years old when the Motion Picture
Patents Company was formed and launched its own paper, the
Index, as the official organ of the trust. Two years later, the
World had the satisfaction of buying the “Index” and incorporat'
ing its service in its pages.

* * *

When the Patents Company was at the height of its strength,
the World incurred its displeasure by refusing to close its cob
umns to the advertising of Carl Laemmle, an independent pro-
ducer who had the courage and resources to put up a successful
fight.

It was the first great crisis in the history of the paper. The
Patents Company withdrew its advertising and with it went all
of the advertising of the 10 subsidiary companies in the trust.
It was a costly stroke of independence on the part of the World
but it gave the publication a place in the heart of the American
theatre owner which it never lost.

When the Patents Company lost its tilt with Laemmle, the
World became the great outstanding paper of its day and at
this time brought to its staff three great names in motion picture
journalism, James L. Hoff, James McQuade and Epes W. Sargent.

Another important step in the history of the World was its
foresight in 1917 which caused it to send on a tour of United
States and Canada its projection expert, F. H. Richardson. At
that time, projection was the most important problem facing the
American theatre. The tour required five months and 19,000
miles were traveled. Mr. Richardson addressed one hundred and
forty-one gatherings of theatre owners and projectionists.

* * *

The trip established the World more strongly than ever in the
favor of the theatre owner. It was the first really extended effort
in the interest of better projection ever put forth and it still stands
today as one of the outstanding pieces of aggressive motion pk'
ture business journalism.

As competition in the business journalism became more keen,
the World was relegated temporarily to second position in total
circulation but aggressively fought its way back to the top again
and successfully held it.

Its circulation in the foreign field has never been approached
by any competitor. One of the familiar sayings in the trade has
been that the “sun never sets upon readers of Moving Picture
World.”

In New England, the Atlantic States and the Southern States,
it has always maintained a numerical supremacy and in Canada
the World has been the "'first paper.”

In merging with Exhibitors Herald, it attains January 1, 1928,
the goal which has constantly been the aim of the Chalmers or-
ganiz,ation since the untimely death of J. P. Chalmers in 1912 —
an assurance that the ideals, prestige and traditions of the World
will be preserved permanently in the outstanding paper in the field.

18

EXHIBITORS HERALD

December 31, 1927

NEW YORK. — Bruce Gallup and Lon
Young were discovered plotting against
the whites in a luncheon hid away and Tom
Wylie, sleuthing, learned it was in connec-
tion with the Naked Truth dinner. . . . C.
F. Chandler made his debut as a film star
in First National’s publicity and advertis-
ing super-production, “It Fays to Adver-
tise,” and won an autographed window
card with censored art work. . . . Eddie
Olmstead has organized the “Anti-Christ-
mas Card League of America,” and sent
out announcement cards to all on his
Christmas list. . . . Sydney Singerman, of
Universal, says married life is not what
the Stern Brothers comedies make it out
to be, and Sydney ought to know. . . .
Sammie Sax returned to New York last
week from the Coast to spend Christmas
and New Year where he knew he could
get good weather. . . . Charlie Rogers ar-
rived from the Coast last week to confer
with Dick Rowland and Clifford Hawley
over a new picture contract. . . . Harry
Buckley, of United Artists, doesn’t care
where he eats his Christmas dinner, so he
let his business affairs choose St. Louis for
him. . . . Earl Hudson, of whom we used
to hear much but have heard little recently,
has joined up with Columbia Pictures as
a supervisor, according to advices from the
office of the Cohns & Brandts. . . . Jesse
Lasky, who has been vacationing in the
East while other Paramount officials have
been looking over production on the Coast,
departed for the West last week to take
a peep for himself. . . . Max Alexander,
of Universal, says his four years at the
studio will prevent his ever becoming
a pessimist. . . . Abe Stern says he has re-
solved to make 1928 mean 1928 laughs per
two reeler, with the other 72 feet going for
credit lines. . . . Ned Depinet was made
happy by Santa Claus leaving two new
First National specials with which he can
juggle for playdates during his leisure mo-
ments. . . . Harry Goetz, now a heavy
money man from the West, is in New
York visiting his family and his chief
Ralph Kohn, treasurer of Paramount. . . .
M. H. Hoffman , heavy boss of the now big
Tiffany-Stahl Company, left last week to
spend the holidays and some more on the
West Coast . . . Howard Dietz was so
busy getting ready for the opening of the
“Enemy” that he had only time enough
to send out a few hundred postal cards, so
quite a few of his friends will be disap-
pointed. . . . Lynde Denig, First National
says it is pretty tough to have a birthday
anniversary and Christmas come in the
same week. . . . Joe Brandt and Jack Cohn
are back from a two days’ stay on the
Coast and say everything is all right now.
. . . Elmer Pearson did not wear his new
Indian chief headdress to play Santa Claus
to the kids of Great Neck. . . . Jim Cron, ad-
vertisingmanager of Daily Review, pere for
the fourth time last week, now numbers
two boys and two girls as his progeny, and
says he will hold the two pair and draw
for a full house . . . Roscoe Arbuckle and
his manager, Sidney Cohan (that’s the way
he spells it now) spent a day in New York
before opening at the Earle, Phila. . . .
Lou Metzger, greatly recovered in health,
has returned from recuperating in the
South and is back at his desk. . . . Danny
Finkelstein, son of Moe of F. & R., has
joined up with Publix. ..././. Murdock
is busy denying a rumor printed in one of
the financial papers that he is planning to
quit Pathe.

“Enemy” Has World Premiere

The Star The Director

METRO-GOLD W YN-M AYER’S “The Enemy,” starring Lillian Gish, had its
world premiere at the Astor, New York, Tuesday evening, succeeding
“The Student Prince,” which had been playing there four months. A picturiza-
tion of Channing Pollock’s eminent stage play, the story is of war-time Vienna.
Thus a war picture, it is, however, one without a battle scene. Fred Niblo,
who made “Ben Hur,” directed it. The male lead belongs to Ralph Forbes,
who made such a name for himself in “Beau Geste.”

Student and Sweetheart (Ralph Forbes and Lillian Gish )

Then War Comes to Change Ordinary Life and Love

— SPARGO.

December 31, 1927

EXHIBITORS HERALD

19

U-A Opens 2 Deluxe Theatres

Houses in Los Angeles
And Chicago Make Bows

Premiere of Chain Theatres Is Christmas Week Fea-
ture— uWhole Show on Screen ” Is Policy

Opening of two United Artists theatres Monday night was the twin Christ-
mas gift of the corporation to the publics of Chicago and Los Angeles. The
two theatres are units in a chain of twenty to be built by United Artists in
key cities and to be devoted exclusively to motion pictures.

“Whole Show on the Screen”

The new theatre in Chicago will be given over entirely to the policy of
“the whole show on the screen,” Dr. Hugo Riesenfeld, managing director
of the circuit, said in Chicago, in accordance with President Joseph M.
Schenck’s announced opposition to stage presentation in motion picture houses.
The same is true of the Los Angeles theatre.

Allvine Succeeds
Vivian Moses As
Fox Ad Director

( Special to the Herald)

NEW YORK, Dec. 28. — Glendon Allvine,
one of the most widely known publicity
and exploitation men in the industry, last
week succeeded
Vivian Moses as
director of adver-
tising and publicity
for Fox. Rumors
have been rife for
the past two
months of the
change but noth-
ing official could
be learned until
last week when
Allvine walked
into the Fox of-
fices and assumed
charge.

Nearly two
months ago All-
vine, through an arrangement made per-
sonally with Winfield Sheehan, went to the
Fox Coast studios. It was then rumored
that he was there to get a thorough line
on the new product, after which he was
to return to New York and take the posi-
tion which he has just assumed.

Vivian Moses, who has retired from the
Fox employ, has held the position of di-
rector of advertising and publicity for the
past eight years and was considered a fix-
ture. No announcement has been made by
Moses as to his future activities. After
remaining at the office through last week,
Moses went to his old home in South Caro-
lina to spend the holidays. He is expected
back in New York shortly after the first
of the year.

Patrons Use Fire Exits
When Smoke Fills House

Although patrons at a large south side
theatre were disturbed recently by the ap-
pearance of smoke in the auditorium, and
some left by the fire escapes, there was no
fire in the house, and the ventilating system
soon dispelled the smoke.

Cigars on Ben Grimm

( Special to the Herald)

NEW YORK, Dec. 28. — Ben Grimm
is passing the cigars again, this time in
honor of Joyce Elaine Grimm, his sec-
ond child. The beaming father is in
Universal’s advertising department and
edits the Universal sales weekly.

Secretaries Change

CSpecial to the Herald)

PITTSBURGH, Dec. 28.— Audrey C.
Lytell, formerly of the New York Film
Board of Trade, is the new secretary for
the board here, succeeding Miss Clare
Foley, transferred to San Francisco.

Protest Sunday Ban

(Special to the Herald)

WILMETTE, ILL., Dec. 28.— The village
board has been petitioned by 600 residents,
half of them women, to remove bowling
from the list of amusements forbidden here
on Sunday.

Los Angeles Premiere
Is Outstanding Event

By RAY MURRAY

LOS ANGELES, Dec. 28.— One of the
outstanding events in filmdom was the
premiere of the new United Artists thea-
tre, between Ninth and Tenth streets on
Broadway, Monday night. Hundreds of
celebrities attended to do homage to the
beautiful palace of motion pictures. The
idea of the house was conceived two years
ago by Joseph M. Schenck and I. C. Freud,
who has been associated with Mr. Schenck
in scores of building enterprises. The the-
atre is the fulfillment of this ideal in pres-
entation of pictures with fine music.

The structure is most beautiful both
inside and out. It is limit-height with
a central tower electrically illumi-
nated. The architecture is Spanish-
Gothic of the Renaissance period.
This style has not been used exten-
sively in the I Vest, although it is not
a novelty. The architects were Walker
and Eison, and C. Howard Crane of
Detroit.

The capacity is 2,100 seats. The pan-
oramic balchony will seat 890 and the mez-
zanine loges, something new in California,
will hold about 210. The main floor seats
1,000. Elevators serve the balcony and
mezzanine. Separate elevators raise and
lower the Wurlitzer organ and complete
orchestra pit.

Beautifully Decorated

The theatre is beautifully fitted and dec-
orated. A unique effect has been achieved
in the dome, surrounded by an immense
circular sunburst. The dome is made of
silver-back rough-face mirrored discs, 3,000
of them. There are in addition 1,000 glass
pendants, which give a beautiful color ef-
fect.

The side walls are in travertine and
marble with three large perforated fans
on each side. The predominating colors
are blue and brown. Two immense murals
adorn the side walls. These represent
various phases of motion picture life. One
shows the Motion Picture dispelling Super-
stition and Ignorance, with bas reliefs,
sculptures and portraits of famous mem-
bers of the United Artists group of stars.

Bruce Fowler Manager

The theatre required ten months to con-
struct. Carli Elinor was guest conductor
on the opening night. Bruce Fowler has
been appointed by Harold B. Franklin,
president of West Coast Theatres, Inc.,
to manage the new playhouse. Bob Doman
is the press representative for the house.
The opening attraction was “My Best Girl,”
Mary Pickford’s latest vehicle. Long runs
will be the policy.

Christmas Night Gives
Chicago a New Theatre

By JAY M. SHRECK

Christmas night brought to Chicago a
new theatre, the United Artists, an im-
portant link in the chain of key houses
which this company of star producers is
acquiring and building throughout the
country.

The twenty-fifth opening was an in-
vitation affair, with the audience repre-
sentative of Chicago’s eclat. On Decem-
ber 26, the wickets were opened for those
who plank down their cash for the little
pasteboards.

In accordance with the policy of the
other “all on the screen” picture houses,
such as the Roosevelt and McVickers,
the United Artists theatre is opening its
doors at 9 a. m., and is not dark until
1 a. m.

The formal opening of the house
was conservative, but effective. Dr.
Hugo Riesenfeld, managing director
of the star-producer houses, wielded
the baton before an appreciative audi-
ence which, in Chicago, has had too
little opportunity of observing this
maestro’s ivork. He chose for his
opening “When Day Is Done,” and it
is doubtful whether he could have
selected a more appropriate number.

As advertised, “A Picture Palace for
Picture Patrons,” the United Artists sup-
plies its entire entertainment on the
screen, with the pit as an adjunct. There
is no stageshow.

“The Dove” Is Attraction
Norma Talmadge’s “The Dove,” which
will be reported on by T. O. Service,
was the opening attraction, and in view
of this selection Miss Talmadge, on the
night of the formal opening, pressed the
button which, through an arrangement
with Western Union, parted the gor-
geous drapes and made United Artists
Chicago theatre a reality.

A screen feature of the opening week
was the “clavilux,” a novelty which
transforms into colors on the screen the
various moods of the music being
played on an organ.

Three Screen Novelties
During the opening week, the promo-
tion of which was handled by Nellie
Revell, the theatre played three screen
novelties in addition to the feature at-
traction.

The United Artists is a transforma-
tion of the former Apollo, a “legitimate”
theatre. This transformation will be
the basis of an interesting and instruc-
tive story in the next issue of “Better
Theatres.”

20

EXHIBITORS HERALD

December 31, 1927

Theatres Give Full Cooperation
To Community Christmas

Exhibitors at Albany , Troy , Atlanta and Cambridge, Ohio, Join with
Newspapers and Clubs in Big Parties

( Special to the Herald)

ALBANY, Dec. 28. — No better example of co-operation of the exhibitor
f-\ with his community has even been afforded in Albany and Troy,
X. N. Y., than during the past few days, when co-operation with news-
papers, between the owners of two well known theatres and the newspa-
pers of the cities, brought Christmas happiness to hundreds of homes. The
most pretentious example occurred on the Saturday before Christmas,
when Harmanus-Bleecker Hall in Albany was donated by F. F. Proctor
for a Christmas entertainment that packed the 2,000 seat house with chil-
dren and parents. The entertainment was given in co-operation with two
of the leading newspapers of the city and with the Film Guild, formerly
known as the “junior movie committee,” of the city.

WHEN a request was made to Proc-
tor for the use of the theatre, a tele-
gram was received not only offering the
use of the house, but also carrying with
it the showman’s Christmas greetings to
the children and to the city generally.
The entertainment started at 10 a. m.,
when Mayor Thacher introduced Santa
Claus. There was a Chistmas pageant,
in which 150 children took part. This was
followed by a Chistmas dance fantasy
with 125 boys and girls participating. The
Boy Scouts Harmonica Band was on
hand. A colored travelougue of the
Holyland was shown, followed by an
“Our Gang” comedy.

Men and women high up in society as-
sisted. Boy and Girl Scouts served as
ushers. Much credit is due Joseph Sa-
perstein, manager of the theatre.

Jacob Rosenthal, owner of the Rose
theatre at Toy, demonstrated the kind
of stuff of which he is made, when he
donated the receipts of a special matinee
to the Troy Record Santa Claus Fund,
and there was a time when Jake Rosen-
thal was a newsboy, when he sold
matches on the streets.

$2,300 for Christmas Fund

( Special to the Herald)

ATLANTA, Dec. 28. — The joint thea-
tre benefit for the Atlanta Georgian’s
Empty Stocking Fund brought $2,300,
the largest amount ever realized. From
the fund, 2,700 poor were given a real
Christmas, and the theatres won tre-
mendous public favor for their co-
operation.

C. & M. Co-operates

(Special to the Herald)

CAMBRIDGE, Ohio, Dec. 28.— Man-
ager Fred E. Johnson, of the Colonial
and Strand, in conjunction with the Ki-
wanis club, staged an impressive Christ-
mas party at the Colonial Saturday
morning. All the poor children were
treated to a show with pictures and acts
as well as gifts. The Sunshine club,
which includes all the crippled children,

Coolidge’s Church
Books Newsreels

(Special to the Herald)

WASHINGTON, Dec. 28.— Dr.
Jason Noble Pierce, pastor of the
First Congregational Church, has
signed a contract with Interna-
tional Newsreel to have the latest
newspictures exhibited in the
church every Thursday and Sun-
day evening.

President Coolidge and other
national figures are members of
this church.

was presented with gifts through the
Rotary club from a special tree on the
stage.

Manager Johnson staged two of these
affairs in Zanesville while at the Weller
theatre and over 900 poor children were
entertained there. In Wheeling also,
Johnson gave several of these commu-
nity parties.

A special midnight show will be given
at the Colonial Saturday night, Decem-
ber 31. At midnight many surprises will
be handed the audience from the stage.

Fox Films Earns $1.80
a Share in 3d Quarter
or Total of $902,166

( Special to the Herald)

NEW YORK, Dec. 28.— Fox Film
Corporation’s net income for the third
quarter of 1927 was $902,166, or $1.80 a
share on the Class “A” and Class “B”
stock, after deduction of federal income
taxes. This is the best quarter in the
company’s history with one exception,
and the third quarter normally is the
poorest of the year.

This increase in net income is due
partially to the steady increase of gross
revenue since the opening of the 1927-
1928 season.

For the nine months of 1927, the net
income, after federal income taxes, was
$2,273,455, or $4.54 a share. It was also
reported that the gross income from the
United States and Canada, for the fourth
quarter of 1927, will be more than 35
per cent greater than the same period
last year.

Home Entertainment

Hit by Sidney Kent

( Special to the Herald)

COLUMBUS, Dec. 28. — In answer to a
letter sent by the Ohio M. P. T. O. to
Adolph Zukor, criticizing Paramount for
selling films for home entertainment,
Sidney R. Kent, general manager for
Paramount, in a letter to P. J. Wood,
business manager of the Ohio M. P. T. O.,
promised his support in helping to stamp
out the sale of films for that purpose.

V reeland and Mindlin
Collaborate on Story

( Special to the Herald)

NEW YORK, Dec. 28.— Frank Vreeland,
former dramatic editor of the New York
Telegram, and Frederick Arthur Mindlin,
manager of the Chicago Playhouse, have
collaborated on an original story for the
screen, called “South of Hell.”

Fire Brings “Jay see”

Old Year’s Second Blow

(Special to the Herald)

NELIGH, NEB., Dec. 28.— The
new year will not be hard to take
for J. C. Jenkins, “ the Herald
man,” who has suffered the second
serious misfortune of 1927 in the
burning of his residence here.
Last Spring his daughter was
severely injured, narrowly escap-
ing death, in an automobile acci-
dent. “ Jaysee ” was on his tour of
the country in the interest of
Exhibitors Herald at the time, and
no one was at home.

Dembow Elected
Vicepresident of
Publix Theatres

(Special to the Herald)

NEW YORK, Dec. 28.— Sam Dem-
bow Jr., one of the best known and most
liked men in film circles in New York —
and all over the
country, for that
matter — is receiv-
i n g congratula-
tions over what
is generally re-
garded as a well
deserved recogni-
tion of his abil-
ity. He has been
with Publix since
the beginning of
that organization,
first as manager
of booking and
buying and later
a s assistant t o
Sam Katz, and
last week at a meeting of the directors
he was elevated to the position of vice-
president of the corporation. He will
continue with the same general duties as
assistant to President Katz.

U. S. Business to Rise
in 1928, Says Review
Citing 1927 Increase

(Washington Bureau of the Herald)

WASHINGTON, Dec. 28. — Business in
the United States at the close of 1927 finds
itself in a state of stability presaging even
better conditions in 1928, according to a
review of the past twelve months issued by
the Department of Commerce. An ample
supply of credits at low rates, reduction
of accumulated stocks, absence of specula-
tion in commodities, abundant crops, high
plane of wages, and improvement of un-
employment are the bases on which the
statement rests its optimism.

Despite decreasing prices, the report
declares, production and consumption of
manufactured commodities have been
maintained at a high level, car loadings
having been about equal to those of last
year. Exports expanded to a favorable
balance of $700,000,000, the largest since
1924, while improved conditions were
notable in livestock, shoes and agriculture.
Automobile production declined, due largely
to the inactivity of one manufacturer, but
the steel industry, which had been unsatis-
factory, improved considerably after
October.

December 31, 1927

EXHIBITORS HERALD

21

Anti-Blues Arrest 250 Dealers

Exhibitors Force Issue
To Win Sunday Permits

Police Courts of Pittsburg, Kan., Do Land Office
Business When Busybodies Hit Snag

(Special to the Herald)

KANiSAS CITY, MO., Dec. 28. — The Sunday closing menace has become
serious in Western Missouri and all of the state of Kansas, for the first time
in several years. A genuine blue law war in Pittsburg, Kan., a town of 25,000
population, is causing widespread interest in that the exhibitors have sworn
out complaints and caused the arrest of more than 250 business men of the
town on charges of operating their businesses on Sundays. The arrests in-
cluded druggists, garage owners and others in all walks of industry.

Police Courts Hang Up S. R. O.

As a result the police courts in Pittsburg Monday were doing a standing
room business. Prior to last spring Pittsburg motion picture theatres had
been closed on Sundays for about twelve years. Last spring, however, they
opened and there at first was no opposition forthcoming. Then the ministers
and many laymen got busy and the city council passed an ordinance prohibiting
Sunday shows. Several exhibitors were arrested.

Chicago Operators
Want 25 Per Cent
Raise, 6-Hour Day

Operators’ demands for a wage increase
of 25 per cent and a six-hour day with
seven days’ pay are before the Chicago
Exhibitors Association following a
meeting of operators’ representatives, in-
cluding Thomas Reynolds, union presi-
dent, Thomas Maloy, business represen-
tative, and Jack Clifford and Ralph
O’Hara with an exhibitors group headed
by Jack Miller.

The exhibitors, declaring they could
not pay the demanded increase, prepared
for a general meeting later in the week
and a second session with the union men
next Wednesday.

Saxe Circuit Sells for
$2,000,000; New Firm
Now Called Midwesco

(Special to the Herald)

MILWAUKEE, Dec. 28.— Control of
the 45 theatres passed from the Saxe
Amusement Enterprises Tuesday morn-
ing, Dec. 20, to the Midwest Co., Inc.,
which in turn will transfer the theatres
to a smaller subsidiary corporation,
known as the Midwesco Theatres, Inc.

The transaction involving the ex-
change took place at the law offices of
Kaumheimer & Kaumheimer who repre-
sented the Saxe brothers. John Dillon,
New York banker, who represented the
Midwest company stated that half of
the theatres involved were bought out-
right, while in the case of the rest, just
the lease was obtained from the pur-
chasing company. The sale price was
set at approximately $2,000,000 and in-
cludes the Wisconsin roof garden which
also passes from control of the Saxe
brothers.

It is understood that Skouras Broth-
ers of St. Louis will be the managing
directors of the Midwesco theatres.
George Skouras and William Goldman
are expected to move to Milwaukee at
once to assume the position of Oscar
Brachman who handled finances and
leasing for Saxe. Fitzgerald remains as
general manager.

Saves Family and Music
from Burning Apartment

( Special to the Herald)

NEW YORK, Dec. 28.— Jack Picker,
assistant to Major Edward Bowes of the
Capitol theatre, rescued his baby and wife
when they were imprisoned in their burn-
ing apartment, and also made possible a
Friday rehearsal at the theatre, as he saved
the music manuscripts from the blazing
building.

Wife Laughs at Comedy;
Husband Doesn’t; Dead

Mrs. James Joseph enjoyed a screen
comedy in a Chicago South Side theatre —
for a few minutes. Then she noticed that
her husband was unresponsive to the
screen offering. She shook him and found
him dead.

Glenn H. Taylor, attorney, was re-
tained as counsel for the exhibitors, who
contended that the city ordinance did
not repeal the ancient Sunday labor law
of Kansas, which is a state, and not city,
law. It was under the latter law that
the exhibitors had business men ar-
rested.

“We hope to arouse the citizens of
Pittsburg to see that it is not fair to
close motion picture theatres on Sun-
day and permit everybody else to op-
erate their businesses,” Taylor said.
“The result of all these arrests should
be to arouse people to a point where
they will demand a calling of an elec-
tion on Sunday shows.”

The advance announcement of the ex-
hibitors that they would file complaints
against business houses which operated
on Sunday caused about fifty places of
business to close, but hundreds remained
open. Joplin, Mo., a city of 60,000 popu-
lation, which has Sunday shows and is
only a few miles from Pittsburg on a
concrete highway, has been a mecca for
Pittsburg patrons on the Sabbath.

At Warrensburg, Mo., a town of 8,000,
Nick Bradley, prosecuting attorney, an-
nounced he would close motion picture
theatres on Sundays under the ancient
Missouri labor law. R. M. Shelton, man-
ager of the Star theatre in that city,
came back with the announcement that
if his theatre was closed he would file

complaints against all businesses which
remained open on Sunday and make it
impossible for a person to buy a box
of matches or obtain change for a church
collection.

Opens Sundays Despite
Police Chief’s Orders

(Special to the Herald )

IRONTON, OHIO, Dec. 28.— Joseph
Sterns, manager of the Marlowe, has
started to open his theatre on Sundays
for both afternoon and evening per-
formances. He gave a percentage of the
receipts of the opening day to make up
an $1,800 deficit in the football season’s
funds.

Chief of Police Thornton ordered the
house closed but Manager Sterns is pro-
ceeding along the line that the people of
Ironton desire Sunday shows.

England Okays “Circus**
Why? Charlie* s English

(Special to the Herald)

LONDON, Dec. 28. — Charlie Chaplin’s
new picture, “The Circus,” which recent-
ly was given before the Prince of Wales
and other royalty, is classified as a Brit-
ish production, coming under the British
quota in accordance with the new film
bill. The reason for this is that Charlie
Chaplin is British and he is the producer,
promoter, star, and author of the picture.

“Sunrise” Excels “What Price Glory”
And “7th Heaven ”at Carthay Circle B. O,

(Special to the Herald)

NEW YORK, Dec. 28: That “Sunrise” is doing a bigger business at the
Carthay Circle theatre, Los Angeles, than either “7th Heaven” or “What
Price Glory,” is indicated by figures brought from Hollywood by James R.
Grainger, general sales manager of Fox Films.

It was the box office performance on “Sunrise” which prompted the Miller
Brothers, who operate the Carthay Circle, to contract with Fox for four
pictures of roadshow caliber to follow. “Four Sons,” directed by John Ford,
will be the first, followed by F. W. Murnau’s “The Four Devils” Frank
Borzage’s “The Street Angel,” and Raoul Walsh’s production of Laurence
Stallings “The Cock Eyed World.”

The box office records revealed by Grainger indicate that in its first week
“Sunrise” did $2,103 more than “What Price Glory” and $918 more than
“7th Heaven.” The second week “ Sunrise ” did $2,366 more than “ What Price
Glory” and $838 more than “7th Heaven” and the third week “Sunrise” did
$128 more than “What Price Glory” and $18 more than “7th Heaven.”

22

EXHIBITORS HERALD

December 31, 1927

No Slack in Production This
Midwinter Declares Lasky

Differences Over Script Bring Cancellation of Ludwig Berger s Con-
tract JFith Fox — First National Sending Newman to Berlin
By RAY MURRAY

HOLLYWOOD, Dec. 28. — There will be no slowing down of produc-
tion at the larger studios according to Jesse L. Lasky, president of
the Motion Picture Producers Association, who has just arrived on
the Coast from New York. “There is greater sanity in production than
ever before,” Mr. Lasky said. “The present season, usually characterized
by a between-year slackening as old programs are completed and new ones
just begun will find a quicker recovery than any in the past.”

‘‘FpOR example,” Mr. Lasky continued

J7 ‘Sve have at the Paramount studio
thirty pictures now being edited, photo-
graphed, or in story preparation. Never
before at this time of year has the com-
pany been so active.”

This is Mr. Lasky’s annual trip to
Hollywood which he makes at this time
of year for the purpose of planning all
phases of the product for the coming
fiscal year. He will remain on the Coast
several weeks.

* * * *

Fox Lets Berger Out

The Fox studios cancelled its contract
with Ludwig Berger, German director,
last week. Dr. Berger came to Holly-
wood to direct a picture entitled “Don’t
Marry,” and it was stated at the Fox
studio that the executives did not like
Berger’s ideas of the story and that
rather than proceed with the production
of a picture upon which the studio and
director could not agree, it was decided
best to make a cash settlement with the
German director and cancel his contract.
The legal details were completed and
signed Wednesday. Jack Blystone of the
Fox forces will direct “Don’t Marry.”

* * *

Joseph M. Schenck, president of
United Artists Corporation, returned to
Hollywood last week after an absence
of five months in the East. Upon his
arrival Mr. Schenck inspected the new
United Artists theatre, which opened
last Monday with Mary Pickford’s pic-
ture “My Best Girl.”

* * *

Netvnum Sent to Berlin

E. deB. Newman, assistant to Watter-
son R. Rothacker, managing director of
First National studios at Burbank, has
been made assistant to Ray Rockett,
now at First National studios in Berlin.
Newman’s promotion is in accord with
Rothacker’s stated policy of elevating
the men within the ranks of the organ-
ization. He will sail from New York
January 5.

* * *

Lewis Milestone, youthful director of
" Two Arabian Knights” will handle the
megaphone on Thomas Meighan’s next
picture. Howard Hughes, president of
the Caddo Company, who recently
signed Meighan to make two pictures
for Paramount, has announced that 61m-
ing will begin about February 1. Mile-
stone and Meighan are now conferring
on a story. The Caddo Company is at
present completing’s “Hell’s Angeles”
for United Artists, with Luther Reed
directing.

* * *

F. Harmon Weight’s Christmas gift to
the members of the cast of “Midnight
Madness,” which he is directing for
Pathe-DeMille, was a completion ticket
two days before the holiday.

* * *

Ralph Ince, F B O director, has been
sued by the Edgemont Publishing Com-

pany, which has taken an assignment of
claims of Sig Schlager and Wid Gun-
ning, for $400, said to be the balance
due on a contract for work and pub-
licity. Another suit against Ince has
been filed by the same plaintiff in which
it is charged $998 is due to unpaid. Ince
questions the value of the publicity.

* * *

Leo M. Harvey, real estate operator,
and Sol Lesser, president Principal The-
atres Corporation, have organized a
realty ownership and theatre construc-
tion company to be known as Western
States Building Corporation, which
plans to purchase properties in cities of
about 15,000 throughout the country and
to erect modern theatres thereon. These
will be operated by Principal Theatres
Corporation of America, with headquar-
ters in Los Angeles.

* * *

Diana Miller, well known motion pic-
ture actress, and wife of George Mel-
ford. Universal director, died Dec. 18,
at the Pottenger Sanitarium, Monrovia,
Cal., following an illness of over a year.
Funeral services were held last Thurs-
day. Many 61m celebrities and friends
attended.

* * *

“The Sunset Legion” will be Fred
Thomson’s next Paramount production.
The story was written by Frank M.
Clifton and will be directed by Lloyd
Ingraham and Alfred L. Werker, who
co-directed the last Thomson opus, “The
Pioneer Scout.”

* * *

Rita Hoyt, said to be a protege of
Belle Bennett, who has been appearing
in pictures here since leaving the
“Greenwich Village Follies” company,
was married last week to Harry Collins,
former New York newspaper man. Rev.
Hervey C. Parke, vicar of the Church
of the Angeles, Pasadena, performed the
ceremony.

* * *

John S. Robertson, former M-G-M
director, returned last week after a two
months’ trip through Europe. Robert-
son, who has been studying foreign
motion picture production, still thinks
California is the greatest place in the
world for that business.

* * *

The Business Center Association of
Los Angeles tendered members of the
United Artists Corporation a dinner at
the Commercial Club last Tuesday, as
a token of appreciation of what the
opening of the new United Artists The-
atre means to South Broadway. Among
the speakers of the evening were Joseph
M. Schenck, I. C. Freud, Mary Pickford,
Orra E. Monnette, of the Bank of Italy,
Rev. Dr. E. B. Bachus, William M. Gar-
land, Sid Grauman, Douglas Fairbanks,
and Irving Berlin.

* * *

Garrett Fort, who has written a new

Re-Takes

UOLLYWOOD.-' Well, the Merry Old
Christmas has come and gone and a
whole year of happy days stares us in the
face. We want to thank the 999 who
showered us with cards and wish them the
same. Also thanks for the lovely gifts.

* * *

The producers handed the free lance ac-
tors a new standard contract for Christmas.
Now all the actors have to do is get a job
and try out the piece of paper.

* * *

Annual Event

The merry game of picking the ten
best pictures is in full swing. If you want
to get somebody sore at you just leave
their pet picture out of your list.

* * *

Not Fox Publicity

We have it on pretty good authority
that those “Fox” notes written in a re-
cent kidnaping case in Los Angeles were
not intended as publicity stunts.

* * *

Tuff on Dad

Pity the poor Hollywood fathers who
have to lug home Xmas trees on hot after-
noons like these. (This was written be-
fore Christmas.)

* * *

Crazy Tailor

That Philadelphia crank who is cutting
buttons off of coats, is probably some
cleaning establishment’s employe trying to
match up an overcoat button.

* * *

Lots of Smokes

Excuse us if we smell like a smoked
herring these days. Santa brought so
many cigarets and cigars this year we have
to puff all day long to keep them from
getting stale.

* * *

“Yippy”

I see Constance Talmadge says she’s go-
ing to try the “companionate marriage”
next. The line forms at the right, don’t
crowd, boys.

* * *

Famous Last Words

“Our companionate contract ends right
here.”

* * *

How long is that turkeyhash going to
last, Meadows? — R. M.

stage play, left last week for New York
to supervise its rehearsal and presenta-
tion on Broadway.

* * *

Leo Meehan, F B O director, left
Tuesday for New York, where he will
consult with officials on his next year’s
product. He expects to be gone two
weeks.

* * *

Downtown Los Angeles will soon have
another motion picture theatre, a $600,-
000 house on South Broadway. The
property is located directly across the
street from Grauman’s Million Dollar
and the theatre will have a seating
capacity of 600. The Central Theatre
Company will pay a rental of $500,000
annually on the new theatre and has
taken an 18 year lease on the property.
Operations will begin in February.

Luden Replaces Arlen

HOLLYWOOD. — Jack Luden is to replace
Richard Arlen in the romantic lead opposite
Mary Brian, in the picture, “Partners in Crime,”
starring Beery and Hatton.

December 31, 1927

EXHIBITORS HERALD

23

Film News
in

Pictures

PICTORIAL SECTION
of Exhibitors Herald

Issue of December 31

Stories Told
by

the Camera

Quite a comedian, this Arthur Stone. Look
at him: A baseball mask in mid- winter!
And New Year resolutions! Funny fellow,
this M-G-M player — great joker, eh?

No. 1 — “I will find time to read the Herald
every week.” No. 2 — “I will play in more
Paramount pictures.” And isn’t that
enough for Sally Blane?

Joining the Europe-to-Hollywood exodus,
Maria Corda has begun her American
career as the world’s most interesting
Helen, in First National’s adaptation of
John Erskine’s ‘‘Helen of Troy.”

1928 HERself! And Mistress Jane
La Verne could be bringing a
Universal contract right in her
pocket — only she hasn’t got any
pocket, you see.

No longer need musical shows end with
their last notes. A picture career may yet
await them. Now ‘‘Rose Marie” has been
adapted by M-G-M, with Joan Crawford as
R. M. herself.

24

EXHIBITORS HERALD

December 31, 1927

That they might wish their friends health, prosperity, and happiness
in 1928, the Paramount-Christie comedians and -ennes assembled
en masse for this New Year card. Reading from up to down — but
wait! How many can YOU name?

“Happy New Year” to all of you Herald readers
(and to us Herald-makers, too, we hope!) from
that delightful First National player, Virginia
Lee Corbin.

All in a day at Bear Lake, where Barbara Kent recently
took a respite from work at the Universal studios. Barbara,
of course, is very handy around glaciers, so doubtless her
return to the vertical was not the problem it most certainly
appears.

Home after nearly a year in Europe E. Bruce Johnson, vice

president of First National, being met by Mrs. Johnson and
their daughter Eleanor. Johnson put in operation German
and British units and brought back the former’s “Dancing
Vienna” and the latter’s “Confetti.”

December 31, 1927

EXHIBITORS HERALD

25

Miss Corbin is joined in her greeting by her sis-
ter-player of First National, Alice White. And
what say we all? Why, “The very same wishes
to you both!”

Surely 1928 shall not come unawaited to Dorothy Dwan. Perhaps she
expects many things wonderful in the new year. Indeed, we hope so
— and think so. Still, 1927 was far from unkind to this M-G-M
featured player!

The Universal director, William Beaudine, “at home” with
Annie Rooney, his beautiful setter, and her new family.
Obviously, until chow is over, identification is impossible.
Suffice it then to say that they were named after Beaudine’s
latest pictures, with Annie’s waggingest approval.

Profiles to conjure with particularly at the B. O., where

all theatrical conjurations begin and end. The Greek
lines belong to John Barrymore, star of United Artists’
“Tempest,” while those less Greek distinguish Louis Wol-
heim, militarist superb and another “Tempest” player.

26

EXHIBITORS HERALD

December 31, 1927

There Is a Santa! — He’s Gallup,
A. M.P.A. Revelers Decide

First National’s British Unit to Make “ The Jest” — “Troy” Leaving
“Legit” House — Grainger Appoints Al Tuchman
By JOHN S. SPARGO

NEW YORK, Dec. 27. — There is a Santa Claus. In case there are
any readers who question the truth of this new and radical state-
ment, we refer them to any member of the A. M. P. A. Before
last week’s regular session of the advertising organization there may have
been some doubters, but these were converted then and there. And all
as the result of one of the efforts of energetic President Bruce Gallup
to put the old organization back on the map.

AND let it be here recorded that if that
'bird keeps on he will soon have the old
A. M. P. A. out of the slough of despond
and back among the live ones — after a year
or two of innocuous desuetude, whatever
that is.

In line with the new policy inaugurated
by President Gallup of the A. M. P. A. to
have each meeting full of pep, vim and
vigor, the Christmas celebration, which took
place last Thursday at the Cafe Boulevard,
was attended by 75 AMPAS, and the man-
ner in which the splendid entertainment
went over substantiates the claim that each
member is for the new policy.

One of the bright lights of the meeting
was the distribution and reading of the
various presents brought by the members.
The censors prevented the “cracks,” but the
gifts ranged from a toothpick to a tele-
graph pole. Near the close of the meeting
Gallup was given a barn lamp to help him
burn the midnight oil while thinking new
ideas for future meetings.

Immediately after calling the meeting to
order, the sophisticated rhetorician of
hokum, Leon Bamberger, was given the
honor role of being master of ceremonies.
After spreading about a sizable quantity
of new gags, “Bam” called upon Tom Wiley
for a piano solo. Tom surprised everyone
with his deft handling of the ivories, for
which he got a big hand. So well did Tom
go over that he also accompanied the sing-
ing of P. A. Parsons and Hap Hadley.

George Harvey gave a demonstration of
dancing which went over, with a bang of
pennies from the “boys” in the gallery.
Will MacRogers followed with an assort-
ment of new “cracks” and imitations. Lon
Young came in for a round of applause
with a bundle of tricks which amused and
baffled everyone. Lon performed in typical
Houdini fashion.

* * *

“Troy” Leaving “Legit” House

“Helen of Troy,” which opened at the
Globe theatre December 9 at advanced
prices, will move over to the Paramount
on January 7. It will play at popular prices.
According to the Publix press agent notice,
the reason for this quick release of a
special production is due to the fact that
“a legitimate stage production is crowd-
ing the great movie-getter out.” (And
where do they get that “legitimate stage
production” stuff?)

* * *

F-N to Make “Jest” in Britain
An announcement made by E. Bruce
Johnson, vice-president of First National
in charge of foreign affairs, discloses two
pictures to be produced by his company’s
British producing unit following “Con-
fetti,” the initial Graham Cutts feature.
The second will be “God’s Clay,” from an
original story by Claude Askew, which goes
into production immediately. Following
this, there will be an adaptation oi “La
Cena Della Beffe,” Sam Benelli’s interna-
tionally famous story, from which the suc-
cessful stage play “The Jest” was made a
season ago, with John and Lionel Barry-

more in the leading roles. This story won
notable success as a play in Europe under
the title of “The Vendetta.” No cast has
been named as yet.

* * *

Gloria Swanson left New York last Tues-
day to spend the Christmas holidays in
Los Angeles and to be present at the open-
ing of the new United Artists theatre there
the day after Christmas.

* * *

Tuchman Handling Fox Ad Sales

On his return from a transcontinental
tour, James R. Grainger, general sales man-
ager of Fox, announced that he had ap>-
pointed Al Tuchman to promote advertising
accessories sales. Tuchman is now on a
tour of the principal Fox exchanges to
stimulate the more effective use of posters
and other accessories. This week he is in
St. Louis.

* * *

After her tour of the principal cities,
of which her present engagement in
“The Devil Dancer ” at the Rivoli is the
first stop, Gilda Gray will accompany
her first Samuel Goldwyn picture with a
personal appearance in London, to be
followed later in Paris, Berlin and other
continental cities. Miss Gray’s London
engagement is tentatively scheduled for
late Spring.

* * *

Harry D. Buckley, vice-president of
United Artists, left last week for St. Louis,
the first stop on a tour of the United Ar-
tists’ exchanges which will keep him away
from the home office about ten days.

* * *

Doris McElwain is responsible for the
following and crosses her heart it’s true.

“That this is an age of specialization was
proved again by John Ford when he or-
dered the casting office to provide twins
instead of one child to fill a role in ‘Grand-
mother Bernle Learns Her Letters.’ One
is for crying and one for laughing, ex-
plained the director.” The production is
now being edited and will probably be re-
leased under the title “Four Sons.”

* t- *

A Russian who answers to the slightly
difficult name of A. Kochetovsky will have
a featured place in “Christmas Revels,” the
stage revue which Major Bowes is present-
ing on his holiday week program. Watch
him work but lay off his name.

* * *

A round trip to the United States from
England was the Christmas present given
Edward T. Carr, general sales manager of
Allied Artists Corporation, Ltd., by United
Artists Corporation, through Arthur W.
Kelly, vice-president and general manager
of foreign distribution. Mr. and Mrs. Carr
are now in New York City, having arrived
on the S. S. Majestic December 21.

* * *

C. E. Sullivan, assistant treasurer of
F B O, with headquarters in Hollywood,
spent a day in New York on his way to
Boston to spend the Christmas holidays
with his mother.

Biechele Says His Offer
of Co-operation to Hays
Was Backed by Owners

(Special to the Herald)

KANSAS CITY, Dec. 28. — R. R.
Biechele, president of the M. P. T. O.
of Kansas-Missouri, in explaining his re-
cent pledging of the full co-operation of
his organization with the Hays group,
has issued the following statement:

“I have no apology to make for the
telegram I sent Mr. Hays. The fact
that I am a member of the contract com-
mittee appointed at the recent trade
practices conference had no connection
with my action. The telegram was sent
by me as president of the exhibitors’
association of Kansas and Missouri, un-
der instruction of the board of directors
of that organization. I don’t deny the
fact that we have co-operated with the
Hays organization on legislative matters
affecting the industry as a whole and
hope that we will always enjoy the full
co-operation of the Hays organization on
all matters that concern both the dis-
tributing and exhibition branches of the
industry. Without this unified effort,
good results could not be obtained. As
to my position on matters within the
industry which concern the exhibitor, I
stand on my record as an independent
and unaffiliated theatre owner and presi-
dent for the fourth term of the M. P.
T. O. Kansas-Missouri, and as an active
charter member of this organization for
nine years.”

First National Month
This Year Is Tribute
to Richard A . Rowland

( Special to the Herald)

NEW YORK, Dec. 28. — First National
Month this year is dedicated by the dis-
tribution department to Richard A. Row-
land, vice president, general and produc-
tion manager of First National Pictures,
“as a tribute to his achievement in giving
the company the best product in its his-
tory.” First National Month is an an-
nual affair, coming always in January,
when the sales personnel puts forth its
best efforts to effect the biggest amount
of billed business for the entire year.

“Because of the great quality of the
pictures given to the sales department
this season by Mr. Rowland,” the an-
nouncement says, “Ned E. Depinet, vice
president and general manager of dis-
tribution and his staff of sales managers,
A. W. Smith, Jr., Stanley W. Hatch and
W. E. Callaway, decided that it would
be fitting to show their appreciation of
Mr. Rowland’s production achievements
by dedicating First National Month to
him.”

Pearson of Pat he Sees
Big Year for Pictures

(Special to the Herald)

NEW YORK, Dec, 28.— Elmer Pear-
son, first vice-president of Pathe, who
with John C. Flinn, second vice-
president, and Phil Reisman, general
salesmanager, has been on the West
Coast, expresses his satisfaction with the
selection of material for next year’s pro-
gram, and is pleased with the rushes of
film now in production.

“I consider ‘Chicago,’ ” he said, “a pro-
duction that will prove the season’s most
sensational success.”

Films Teach Soldiers

PORTLAND. — In addition to the customary
course of training, 47 reels of moving pictures
will be used here this winter in instructing the
non-commissioned officers of the Oregon nat-
ional guard.

December 31, 1927 EXHIBITORS HERALD 27

New Accounts

Point to Big Year

22 Large Houses Converted

To Comedies, Says Christie

The large number of new accounts for short comedies in 1927, including
the showing of such product this season by 22 large theatres which did not
run them last year, and the adoption of an occasional all-comedy bill in
hundreds of houses point to an even better year in 1928, according to Charles
Christie. This optimistic view from the veteran comedy producer comes at
a time when many changes have taken place and unfounded rumors have
given erroneous impressions of the future in store for comedies.

Short Feature
Releases

WEEK OF JANUARY 1

“Some Pels,” Snappy Comedy, Universal, one;
“The Trail of the Tiger,” Adventure, Universal,
two ; “The Winning Goal,” Junior Jewel, Uni-
versal, two ; “Newlywed’s Advice,” Junior Jewel,
Universal, two ; “Horse Play,” Stern, Universal,
two ; “Boss of the Rancho,” Western, Universal,
two ; “Mickey’s Parade,” Mickey McGuire, F B O,
two ; “There It is,” Bowers, Educational, two ;
“New York’s Sweetheart,” Curiosities, Education-
al, one; “Fall In,” Cameo, Educational, one;
“Dummies,” Semon, Educational, two.

WEEK OF JANUARY 8

“Panting Papas,” No. 5 Standard, F B O, two;
“Racing Mad,” Mermaid, Educational, two ;
“Felix the Cat In The Smoke Screen,” Felix
the Cat, Educational, one; “Recollections of a
Rover,” Howe’s Hodge Podge, Educational, one;
“Harem Scarem,” Snappy, Universal, one; “The
Trail of the Tiger,” Adventure, Universal, two,
“A Case of Scotch,” Special, Universal, two ; “Bus-
ter’s Big Chance,” Stern, Universal, two ; “Bare
Fists,” Western Featurette, Universal, two.

WEEK OF JANUARY 15

“Wedding Slips,” Cameo, Educational, one ;

“Cutie,” Devore, Educational, two ; “So This Is
Sapp Center?”, Snappy, Universal, one; “The
Vanishing Rider,” Adventure, Universal, two ;
“Sliding Home,” 2nd Collegians No. 10, Junior
Jewel, Universal, two ; “Dates for Two,” Stern,
Universal, two; “Riding Gold,” Western Featur-
ette, Universal, two.

WEEK OF JANUARY 22

“Jungle Round Up,” Metro-Goldwyn-Mayer, one;
“Felix the Cat in Draggin* the Dragon,” Felix
the Cat, Educational, one; “Wildcat Valley,”
Tuxedo, Educational, two.

WEEK OF JANUARY 29

“Dog Days The Sun and the Rain,” Outdoor

Sketches, Educational, one; “High Strung,”
Mermaid, Educational, two ; “All Set,” Cameo,
Educational, one.

Jerry Drew Will Star

in Educational Series

Jerry Drew will be starred by Educa-
tional, following the signing of the
comedian for three years of featuring
in Mermaid productions. Drew was
known as Clem Beauchamp when he
played his first co-featured part less than
two years ago.

Pathe Review Offers

Series on South Seas

Pathe Review starts the new year with
a series of four subjects on life in the
South Seas under the title of “The Land
of the Firewalkers.” The first of the
four successive issues comes January 1.

M-G-M Signs Agnes Ayres

For Great Events Film

Agnes Ayres was signed for a title
role in “Napoleon and Josephine,” which
now is in production as the third of the
Great Events series of Metro-Goldwyn-
Mayer.

“Heavy competition in the field of
two-reel comedies during the last three
years,” said Christie, “has brought all
the leading comedy people to their toes
in more consistent striving for outstand-
ing product than ever before, with the
result that the best two-reel brands are
better than they used to be and even the
poorer ones not as bad as they were
formerly. This is partly due to increased
sums of money put into the business and
partly to the gradual working out of
finer organizations developed over a
long period of years.

“The chief outstanding fact which
spikes any rumor that comedy busi-
ness was unsatisfactory is our own sur-
vey, which shows 1,754 additional the-
atres in the United States playing
comedies this year from Paramount
which were not using our product
during the last several years. This
list is not complete but is the actual
number of “new accounts” for Christie
comedies for this season checked on
contracts up to November 1. We can
only judge the 1928 comedy trend
from our otvn end of the business, but
it seems to us significant also, in ad-
dition to the new accounts in this
country, that the new product is being
distributed by Paramount in thirty-
three foreign countries, which also is
adding thousands of new theatres over
last year.

“There must be some reasons for these
increases and we judge them to be partly
due to the extra distribution effort of
the big companies, and partly to the fact
that exhibitors are gradually looking
again with more interest on the popular
lines of two-reelers, which have been
‘kicked around’ to some extent by thea-
tre people during a few past seasons.
One proof of this return to comedies is
that we note 22 big theatres in large
cities playing this season’s comedies,
theatres which showed no two-reelers
from any producer last year.

“Another trend which helps is that
hundreds of theatres, in playing feature
productions which are mainly comedy in
tone, are going to the policy of an all
comedy-bill or at least a bill in which
comedy predominates, by adding a two-
reel comedy and giving their patrons a

whole bill of humorous entertainment,
with the exception of music, news, etc.
The need for balancing the show is still
taken care of in orchestra numbers,
news, scenic and novelty reel numbers.

“With these encouraging trends in
mind, we can certainly look with great
confidence to the still bigger improve-
ment in the two-reel comedies them-
selves, and the still greater importance
which will be attached to them on the
part of the theatres.”

NEWSPICTURES

INTERNATIONAL NEWSREEL NO. 102 — Vim and
dash revealed in Italian army exercises at Rome
Big dynamite blasts open impressive new har-
bor at Miami, Fla.— — Lindy reaps new honors by
thrilling 2,000 mile flight to Mexico City.
INTERNATIONAL NEWSREEL NO. 103 — World
records shattered in speedboat regatta at San
Diego— National Guard prevents meeting of
Legislature at Oklahoma City— Maine restores
war-torn banners to Dixie.

FOX NEWS NO. 24— Winter in Canada brings
herds of Buffalo to cover— Geisha girls cele-
brate nation’s recovery from the earthquake at
Tokyo— -Col. Lindbergh lands safe in Mexico
City.

PARAMOUNT NEWS NO. 41 — Natives of Dutch

East Indies get holidays too Southern beauties

hard at work on Georgia Tech annual chorus
6how— Loggers prepare to start winter work as
snow covers mountains at Bangor, Maine.

PARAMOUNT NEWS NO. 42 — A Great Dane at
Yalesville, Conn., takes care of his little friends
—“Miss California” captures national speedboat
championship, at San Diego— Mexico, “We” are
here. Nation welcomes Lindy.

KINOGRAMS NO. 5354 Confederate flags come

back to Dixie— Rush work to aid men trapped

in submarine S-4 Break records in speedboat

regatta.

KINOGRAMS NO. 5355 — Rough seas defeat at-
tempts to rescue men trapped in S-4— Heap
honors on Lindy in Mexico^— Lindbergh’s
mother flies to join her son.

M-G-M NEWS NO. 36 Coast guard fights way

through ice to rescue crews aboard imprisoned
vessels in the Great Lakes — Big army of
turtles for holiday soup, Key West — Lindy con-
quers again, reaches Mexico City in 2,000 mile
flight.

M-G-M NEWS NO. 37 — Speedboats flash to new
records at San Diego— Civil war flags go back
to Dixie^— Battle in vain to break ice blockade
at West Neebish channel, Mich.

M-G-M NEWS NO. 38 Cavalry in thrilling snow

maneuvers at Fort Ethan Allen, Vermont-
Gallant crew of S-4 given up as lost— Mexicans
acclaim Lindbergh as hero.

& IMPPP gear to 111

“ Bigger Year,” — Is 1928 Outlook

ORGAN SOLOS

Milton Charles (Chicago Oriental) “Merry
Christmas” was the title of the organ solo for this
year’s annual holiday show, and it opened to some
introductory slides to the tune of “It Ain’t Gonna
Rain No More,” “Baby Your Mother,” “Give Me
a Night in June,” and “Just a Memory,” with a
Christmas motif, sung by a Santa Claus, who
appeared in a spot. The music of “What’ll You
Do?” was used for humorous slides, asking the
audience what they would do with the unnecessary
gifts they reeieved on Christmas. The solo closed
to the music of “You Don’t Like it. Not Much,”
as a slide was shown reminding the audience of
the needy poor folks in town.

Henry B. Murtagh (Chicago Chicago) presented
Murtagh’6 “Christmas Jingles,” and used as the
basis of his parodies the refrain, “What Do
We Do on a Dew Dewy Day." The thought,
and mighty appropriate, was “What Do We Do on
a Christmas Day,” and naturally, we give pres-
ents. A splendid solo arrangement. During his
presentation he played "Silent Night,” of which
there is no more appropriate Christmas selection,
and “Everywhere You Go,” with a parody on
Santa Claus. He closed with “Blue Heaven,”
with the parody still appropriate for the Yule-
tide.

Jesse Crawford (New York Paramount) played
“I Can’t Believe that You’re in Love with Me”
and Irving Berlin’6 “The Song Is Ended” on the
organ. Mr. Crawford is no doubt very popular
with the public as is shown by his well-received
offering. Mrs. Crawford presided at the stage
console.

Arthur Hays (Kansas City Midland) organist,
offered a solo, illustrated by clever slides. Since
opening at this theatre Hays has become quite
popular with hi6 selections.

Arthur Richter (Milwaukee Wisconsin) at the
organ offered for his number "Jingle Bells” with
the words flashed upon the screen in cartoon
form which pleased the audience much. One can
always expect a fine stunt from Richter on any
Holiday.

Herbert Lee Koch (Des Moines Capitol) that
clever organist, played a medley, “Christmas
Shopping,” which seemed to touch a responsive
chord. He played some appropriate music for
the homemade film, “Romeo’s Romance.”

Dick Liebert (Pittsburgh Penn) offered “Xmas
Suggestions” as his organlogue this week. Open-
ing with slides of “For My Baby” after the first
chorus he is interrupted by a messenger boy
delivering a lot of presents. Messenger boy
(Abe Blum) unfolds a pair of silk stockings good
for a laugh. After more chatter Abe sings two
chorures with slides.

George Lee Hamrick (Atlanta, Howard) at the
organ played a special Christmas number. This
fellow has always got something novel and
clever up his sleeve for an organ solo.

Arthur Martel (Boston Metropolitan) organ
concert was entitled “Romantic Rivers,” and con-
sisted of famous river songs, including the "Blue
Danube,” "On the Banks of the Wabash,”
“Swanee River,” “Blue River.” and others.

A Jekyll & Hyde

Above we have a likeness of an enterprising
young man known as CHAUNCEY HAINES —
by night a featured organist of the Norshore
theatre, Chicago, and by day a student of pho-
tography— that is he conducts a studio at home
for his own amusement and is also the staff
camera man for the B. & K. Service Book.
Haines loves his art so much that he has even
rigged up a small “dark room’* in his dressing
room and it was there that your erst-while re-
porter first put some “light” on this “dark”
subject.

N. V. A. Gives
Xmas Party

An annual occurrence fostered by the
National Vaudeville Artists which is better
known as the N. V. A. again took place
this year on Monday evening, December
26, in the Grand Ballroom of the Hotel
Sherman, Chicago. The affair was a
Christmas party given to the theatrical
profession in general but mostly for the
vaudeville artists belonging to this organ-
ization. Mr. and Mrs. Walter Hawley,
manager and hostess of the Chicago Club
rooms must be credited with the wonder
ful staging and arranging of this affair
which has surpassed any former events.
Fred Stone president of the organization
was the guest of honor as was also Leo
Carrillo the vicepresident. Both hap-
pened to be playing an engagement in
town. The musical program was supplied
by James Henschel, musical director of
the State-Lake Theatre orchestra. In ad-
dition to entertainment and a well pre-
pared Christmas dinner, the affair was
honored by the presence of many notable
artists of the stage and screen.

Better Year
Expected By
Film Houses

Deluxe Picture Theatres Report

Doing Good Business During
Christmas Week

By A. RAYMOND GALLO

One of the most widely known
sayings in show business during
the Holiday seasons is the expres-
sion “That business is terrible.”
But in spite of these sayings and
unfounded rumors it is our priv-
ilege to say that from personal ob-
servation we have noted that at-
tendance at the theatres during
Christmas week has been a great
deal better this year than last and
perhaps a little more since the pres-
entation policy has been installed
in deluxe picture theatres.

Although many houses have played to a
small capacity during the week before and
on Christmas week, it has been learned that
the actual business on Christmas day in-
cluding Monday, was one of the most prof-
itable of any holiday show during the year.
As a rule exhibitors and other members of
the theatrical profession claim that certain
holidays especially Christmas puts a dent
into their box office. This is not always
a fact for in the past few years it has
become a general household necessity to
shop for amusement on holidays as well
as on ordinary week-days. This fact has
become even more so in the last three
years since stage-presentations and band-
shows have become the vogue of the deluxe
picture houses, especially when it is all pos-
sible to the average wage earning patron
at a popular admission price of twenty-five
to seventy-five cents top.

Bright Outlook for 1928

According to other reliable reports ex-
hibitors from all over the country includ-
ing those now running a presentation policy
of some form look forward to a very pros-
perous New; Year. Some even expect it
to surpass the net profits of previous years.
If we may say so ourselves the outlook for
1928 in show business and that covers the
entire field of amusements looks very
bright and may even be one of the best

December 31, 1927

EXHIBITORS HERALD

29

ever enjoyed by anybody directly or in-
directly connected with the business.

Many changes have been predicted for
the coming year, some of these changes
will in all probability take place very
shortly but it is our good pleasure to state
that any changes contemplated are all for
the betterment of show business and for
the advancement of the motion picture the-
atre of today.

U. A. Theatre Has
Trade Showing

On Christmas day the United Artists Corpora-
tion opened their United Artist Theatre in Chi-
cago with the world premier showing of the well
known stage play called “The Dove” picturized
with Norma Talmadge in the star role. The at-
tendance for this showing was exclusively to the
trade which included prominent and sociable
people of Chicago as well as the leading the-
atrical representatives and trade paper critics.
Dr. Hugo Reisenfeld, famous musical director
conducted the musical accompaniments. Nellie
Revell, noted women press agent was responsible
for all publicity work sponsored for this opening.
The house was thrown open to the public the
next day with the announcement that a policy
of first-run features and novelty films supported
by a small symphony orchestra would take place
with daily performances at popular prices con-
tinued from 9 A. M. till 11 P. M.

Al’s New Mother Song

A1 Piantadosi, one of America’s greatest and
most popular song writers whose recent hits such
as “Pal of My Cradle Days,” “Cross My Heart,
Mother” and others have established him as the
peer of Mother song writers, has written another
Mother theme called “My Stormy Weather Pal”
which is predicted to be a greater sensation than
his former ones. The Silver Masked Tenor
featured with the Goodrichs Silver Town Cord
Orchestra and the Pennsylvania Hotel orchestra
have recorded this song on the Victor records.
According to reports from the East, A1 who is
also his own publisher expects to have in this
song one of the greatest hits the country has
ever known.

Deitz Writes Another

Howard Deitz, director of publicity and adver-
tising for Metro-Goldwyn-Mayer has written the
lyrics for “The Melody of Love” a song composed
with Walter Donaldson as the theme number for
the motion picture starring John Gilbert and
Greta Garbo called “Love.” Mr. Deitz has writ-
ten songs for a number of New York Reviews

DAVID

GOULD

LUBLINER & TRINZ

BALABAN & KATZ

Production Dept.
Chicago

including “Merry Go Round” and “Manhatters.”
The song is published by Leo Feist, Inc., a New
York firm.

Joyce Becomes M. C.

Teddy Joyce, the youthful master of Ceremonies
who made a striking sensation on Broadway at
the Capitol Theatre, New York, has been selected
as the personality band-leader of Loew’s State
Theatre, in St. Louis. This idea of personality
band leaders is becoming quite a popular thing in
St. Louis, as it already has two other name
Masters of Ceremonies, Brook Johns and Ed
Lowry. Poe La Rose for five years one of
Roxy’s assistants will produce the 6hows for
Joyce while Melba Vierdag a St. Louis girl who
was Captain of the Rockets which Russell Markert
founded in St. Louis and took to New York, will
hereafter stage the ballet routines at the theatre.

Presentation

LETTERS

In this open forum those interested in
presentation may discuss important
matters bearing upon this phase of thea-
tre entertainment. Only signed letters
will be published.

PRESENTATION ACTS— To the Editor: I’m

sending you a regular copy of “That Melody of
Love” the song theme of “M. G. M.’s” production
of “Love” featuring John Gilbert and Greta
Garbo.

Am also sending a press book. Please refer to
page six and you will see what a remarkable
hook-up we have with M. G. M. on this picture.
Any references that you care to make in your
coming issues about thi6 will be more than ap-
preciated. I havent heard from your Mr. Berman
as yet, and if you correspond with him tell him
that we will be more than glad to extend any
courtesies possible from thi6 end.

With kindest regards and best wishes, very
sincerely yours, — LESTER SAUTTY, Special
Service, Leo. Feist, Inc., New York City.

PRESENTATION ACTS— To the Eidtor: I

want to thank you for the nice writeup you
gave myself and the boy6 in the issue published
after you returned to Chicago. I wish you
would publish a write-up in the paper about the
Dog novelty we had on at the State Theatre
here this week with Joe Jordan, the orchestra
leader in which he utilizes this trained dog be-
hind a scrim curtain. The dog played the piano

and the bells, and for the finish did a Good-
Night stunt in which he said his prayers, got
into bed and pulled the covers up over him. This
novelty is booked for eight weeks in Philadelphia.
With the Season’s best wishes, I am, Sincerely
yours — CLIFF HESS, Special Service, Jerome H.
Remick & Co. New York City.

PRESENTATION ACTS — To the Editor: Yours
received, enclosing request from, Mr. J. F. Van
Tassell, Clarinda, Iowa, for copy of our song,
“From Saturday till Monday Morning,” wish to
say we took oare of same, and mailed a copy.

If possible will appreciate, if Sid, makes men-
tion in his column, about our big hit, “Meloncholy
Baby,” which is sweeping the country. Thanking
you, we remain, sincerely — JOE MORRIS Music
Co. New York City.

STAGE SHOWS

Chicago Sheridan

Week Ending December 25

“Fun in a Toy Shop” was Verne Buck’s pre-
sentation at the Sheridan this week.

Opening: Full stage setting of Santa’s work-
shop with boys all dressed up as tin soldiers and
surrounded by many toys. Orchestra playing
“What’ll You Do,” with Verne Buck leading with
his violin.

Buck then announced the Three Keena Sisters,
who sing popular numbers in harmony style in
a pleasing manner. Hugo Lamont next gave
some clever soft shoe eccentric dancing to a nice
reception.

The orchestra then offered a fine arrangement
of “I Told Them All About You.” A little
French girl, Mildred Andre, came on singing
“Grand and Glorious Feeling” to a fair hand,
but makes up for it by receiving good applause
from her playing "Broken Hearted” and “Russian
Lullaby” on her violin. This was her encore, in
which she does high kicking and split steps
while still playing the violin.

Lavar Brothers followed with a comedy boob
dance and a clever comedy Apache routine that
had the audience roaring with delight. For an
encore they did a hand-balancing feat which was
well received.

Frank Wilson and Verne Buck, idols of the
Sheridan patrons, next sang “A Shady Tree.”
and stopped the show as usual. A lady intro-
duced as "Miss Dinah” appeared next as an old
colored mammy. She sang “Two Ton^ Dinah
and “Tomorrow” and encored with "A Good
Man’s Hard to Find.” at the end of which she

-CK BORN and LAWRENCE —

“KOMEDY KAPERS”

After a Successful Tour of Western Picture Houses
Now Playing Return Engagements Over Publix Circuit

Direction — William Morris Agency

Dick Marjorie

MAXWELL & LEE

“Just Jesters”

Just

Completed
a Successful
Season in
Picture Houses

Watch This
Space for
Important
Announce-
ment

ILOMAY BAILEY

“The Golden Voiced Prima Donna”

Back again at the Oriental Theatre, Chicago. Featured with Paul Ash

in This Week’s Show

Community Songs —

JOHNNIE DEVINE

Featured Organist
PATIO THEATRE, CHICAGO

Where they sing ‘‘DEVINELY’'. — Solo Presentations

UNIFORMS COSTUMES ™™ BROOKS 27. £

30

EXHIBITORS HERALD

December 31, 1927

exposes hereelf as being white by taking her
gloves oft. At her second bow she also takes
oft her wig, leaving the audience with the im-
pression that she "was a man.

Finale: The Keena Sisters, Lamont and Buck
dance while the band plays "Is She My Girl
Friend.”

Kansas City Capitol

Week Ending December 24

“So Long Letty,” Charlotte Greenwood’s suc-
cess, was the stage production at the Capitol this
week, staged by Bert Smith.

Vi Shaffer assumed the feminine lead, as usual,
appearing frequently in song numbers. “Chuck”
Hoback also was prominent in lead song num-
bers. The Capitol’s beauty chorus was a frequent
visitor to the 6tage.

A medley of song selections used in the show
was played by the Capitolites, the theatre’s per-
manent orchestra, as an overture.

Chicago Norshore

Week Ending December 24

“Jazz Flashes” was the stageshow offered by
A1 Kvale and his Jazz Collegians, that ran as
follows :

Opening: A1 playing clarinet, assisted by his
boys, in a snappy chorus of “At Dawning.” A1
sang a chorus while the boys hummed it. It
was very well received.

Two former dancers from the Follies, Accent
and Janeska, next offered a fancy ballroom waltz
that was very gracefully performed, and fol-
lowed with a good acrobatic dance which they
did to fast music, winning them a good hand.

Billy Snyder follows with 6ome songs and old
jokes. He offered a recitation that was cleverly
done which earned him an encore.

An arrangement of Walter Donaldson’s “A
Shady Tree” by Rex Manpen was next played
by the orchestra, with Cloyd Griswold singing
a fine chorus and A1 playing on his soprano
saxophone.

Rubber Legs Hewitt offered eccentric steps that
pleased. Myrtle Gordon played a return engage-
ment and stopped the show with her singing.
She took two encores.

The orchestra then played about three or four
bars of some number when half of them say
good night and leave few more bars and the
rest leave. This left A1 in a quandary until
Chauncey Haines, the organist, offered to help
him by playing "Blue Heaven” as A1 played it
on his trombone. As A1 leaves, strains of music
are heard through curtain. All the boys are
back again playing "Is She My Girl Friend”
with Cloyd and A1 singing parodies on the song
for the finale curtain.

New York Roxy

Week Ending December 30

The Roxy program for Xmas week opens as
follows:

On either side of the theatre, in the upper
boxes is a beautifully decorated Christmas tree.
On the spiral staircase, on one side of the house
we have the male chorus and on the spiral stair-
case on the other side of the house we have the
female chorus who render some old English
Carols, accompanied by the Roxy grand organ.
The first carol "God Rest You, Merry Gentlemen,”
6ung by the male Chorus and the third and last
Carol "The First Nowell” is sung by both the
female and male chorus. The entire ensemble
is dressed in old English court costumes.

No. 2 of the program is the overture “Merry
Wives of Windsor” played by the Roxy Symphony
Orchestra.

“The Adoration” is No. 3 of the program. “The
Star of Bethlehem,” sung by Jeanne Migrolet,
accompanied by the Roxy Symphony Orchestra,
is the first selection. She appears in one of the
upper boxes beside the Christmas tree. While
she is singing a "Star” to represent the Star
of Bethlehem appears on a curtain behind a
purple scrim curtain.

The next scene shows the discovery of the
Baby Christ. Harold Van Duzle sings "Jesu
Bambino” followed by the song of “We Three
Kings of Orient Are” sung by a trio, J. Parker
Coombs, A. Dockray and J. Santiago; also ac-
companied by a male chorus.

The ensemble then enters bringing offerings of
sacrifice to the Baby Christ and they also sing
“Adeste Fidelis."

The 4th number of the program, “Eine
Puppen Fantasie” consists of a song sung by
Beatrice Belkin, who appears next to a Christmas
tree on one of the balconies.

B. This is a scene with a background of eight
long peppermint sticks which, when raised, re-
veal eight girls who do a little dance to the
tune of “School Days.” Also in this 6cene there
are three military steppers, dressed in green and
white military 6uits, and an open box which re-
veals a beautiful doll.

The three military steppers do some great tap
dancing, later accompanied by the eight girls.

The doll, (Maria Gamibarelli) then comes to
life and does a doll dance. This is followed by
a dance by 24 girls, dressed in red and white
striped costumes to represent peppermint sticks.

No. 5. Newsreel.

No. 6. of the program is “The Cinderella”
legend offered in a condensed version, with a
musical setting, and transposed into the modern
idiom.

In this last scene the Fairy Godmother also
appears and by the wave of her wand 6he visions
to Cinderella and the Prince their wedding cere-
mony. This is shown on the stage behind a scrim
curtain.

Atlanta Howard

Week Ending December 24

The Howard presentation this week consisted
of the eight Victor artists who are touring the
Publix circuit. They are Henry Burr, tenor ; Billy
Murray, tenor; Monroe Silver, monologist; Frank
Banta, pianist; James Stanley, baritone; Carl
Mathiew, tenor; Stanley Baughman, bass; Sam
Herman, xylophone player, and the Peerless
Quartet, consisting of four of the performers.

Needless to say, the program was polished and
highly artistic, perhaps a little too much so for
an audience accustomed to the usual ballyhoo
pep singers. But a change from this seemed to
bring sufficient favorable comments to hail the
number a success. .

The settings used on the stage were artistically
arranged in keeping with a concert stage bearing,
black and gold being the color scheme.

Each performer as he concluded his offering
introduced the oncoming artist and the bill was
kept moving at a good pace. It did not lag and
the acts were so arranged as to prevent a
monotony of similar numbers.

Salt Lake City Capitol

Week Ending December 24

A spectacular extravaganza, in the form of
a “Parisian Idea” was presented on the stage at
the Capitol theatre here this week by the Fanchon
and Marco Company. It was a whirlwind of
song and dance. This presentation is undoubtedly
one of the most beautiful and enjoyable stage
acts which the Capitol has yet offered.

A hilarious night in Paris is spent with Alberti
and his band, Carlos and Dorothy, internationally
famed dancers ; Pyramid Trio, and above all, the
twenty beautiful artists’ models, a number of
whom step from the line to offer specialty num-
bers of outstanding ability.

The scenery and artistic color effects used for
this presentation are very attractive, and as a
whole it was received as an exceptionally high-
class presentation.

The feature picture given in this connection
was "The Spotlight” with Esther Ralston.

Des Moines Capitol

Week Ending December 23

A nicely balanced bill at the Capitol gave the
hectic week-be fore-Christmas atmosphere plenty
of light, airy recreational activity. Paul Spor,
new director and master of ceremonies, dug a
little deeper into the regard of the new audiences
and gave them a treat by singing his first solo
number. He sang “Lock a Sunbeam in Your
Heart” and was recalled for more.

The orchestra presented a very good program
of musical hits led by the new man who seems
to know how to get what he wants from the
boys. Spor gives credit to his musicians when
the applause is extra loud by making the players
take the bows.

“Danse Caprice,” a John Murray Anderson
production, features four top-line troupers. The
Albertina Rasch ballet in the zebra strut made
this novelty go well. This was a surprisingly
unusual and entertaining number.

Cy Landry, comedian and eccentric dancer,
made a willing audience chuckle itself into a
hilarious finish with his more than funny antics.

Llora Hoffman, lyric soprano, gave two songs,
good for enthusiastic encores.

Two comedy ballet dancers burlesqued the tra-
ditional ballet offering to the tune of several

EDGAR AMSTEIN

Solo Organist

Just concluded one year at Balaban & Katz Central Park
theatre, Chicago. Opening at Publix Metropolitan theatre,
Houston, Tex., on December 24.

0%

GRACE R. CLARK

f

Featured Organist

ASCHER BROS. CROWN THEATRE, CHICAGO

Solos and Community Singing

JESSE CRAWFORD

With MRS. CRAWFORD at the

STAGE CONSOLE

Mn

Paramount Theatre, New York

“At the Cross-Roads of the World”

Baby Dorothy Johnson

World’s Youngest Saxophonist

Playing Deluxe Theatres

One of the Feature
Attractions at the

Chicago Theatre

CHICAGO
THIS WEEK

Vaudeville —

Direction, The Simon
Agency

Picture Houses —

Direction, Max Turner-
Wm. Morris Agency

December 31, 1927

EXHIBITORS HERALD

31

return appearances. Their act deserved more ap-
plause, however, than it got.

Philadelphia Fox

Week Ending December 24

Heading the surrounding program at the Fox
this week is Max Fisher and his orchestra and
their reception by the audience bears testimony
to their popularity here.

Their technique is far above the average and
they are well worth hearing if one is in the
mood for snappy, rhythmic music. They sang “Is
She My Girl Friend,” “Blue Heaven,” "Spring
Is Here,” and these popular numbers were dou-
bly popular as played by them. To add variety
to the entertainment three of the members sang
several songs, but their singing was not on a
par with their playing. “Spring Is Here” is a
nonsensical number warranted to please almost
any audience.

Miss Dixie Hamilton, who it was announced
possessed personality, had also too much avoir-
dupois for the type of song she sang. She gives
the impression of being rather hard boiled and
was not especially pleasing to the audience.

Fritz and Jean Hubert are a whirlwind of fun.
They come in after having had too much Christ-
mas cheer at a dinner and their dance is typi-
cally intoxicated. In addition to their eccentric
dancing they are excellent yodelers.

The Fox Theatre Orchestra played the over-
ture, “II Guarany.”

Chicago Chicago

Week Ending December 25

The stageshow this week was most unusual
and was a well-planned presentation for the pre-
Christmas rush. The stageshow may have its
knockers, but anyone who saw this show will
have to admit that it was the stagehand produc-
tion under the direction of Jules Buffano which
balanced the program.

“Shadowland,” the title of the show, was car-
ried out artistically and effectively in black and
white silhouettes.

The eight Foster Girls, representing snowballs,
opened the act in a clever routine before a dark
background. Stella Powers, capable soprano, fol-
lowed with “Thou Brilliant Bird.”

"Blue River” was given a new orchestral twist
by Buffano and his gang as the next number,
and this was accorded an appreciative hand.

A1 and Gussie Blum next entertained with their
wonderful ragdoll dance, for which the audience
did its best in showing appreciation. The couple
came back for a few steps and some chatter.

This reporter has never seen anything quite
so unique as the aerial ballet by the Foster Girls,
which followed. Suspended in the air, the girls,
arranged in two rows, exhibited a dance that
was perfect for it6 unity. Dressed in white and
performing before a dark background, the girls
gave a marvelous and difficult exhibition of their
talent. These girls rank with the best in the
field of stage dancing.

Roy Rogers next gave the payees the surprise
of their lives. In physique he looks like any-
thing but an acrobatic dancer. He wavered onto
the stage, a typical drunk, to the tune, “Show
Me the Way to Go Home.” Just another comic,
perhaps. But that’s where everyone was fooled.
His acrobatic work was astounding. Appreciated?
He would be working yet if the audience had
its say.

Pauline Alpert, a recording artist, and adept
on the ivories, entered playing at the piano,
which was brought to the center of the stage on
a movable platform. As a glorious finale the
piano and Miss Alpert were carried into the air
and the two were whirled swiftly around as she
played a hot tune. The spinning was so swift
that it seemed only providencial that the player
could remain on the piano stool, let alone find
the ivories.

H. Leopold Spitalny reverted from the usual
concert program to give each of his men the lime-
light in an overture called "Solo Festival.” It
was an interesting and entertaining overture
arrangement.

San Antonio Aztec

Week Ending December 16

The Aztec, starting last week, inaugurated spe-
cial stage presentations in the form of a pro-
logue to "Valley of the Giants.” Art Phillips,
of the West Coast, is producing the shows and
using for his forte settings and light effects.
Last week his production represented a section
of the huge Redwood forests in California and
he introduced a rainstorm, a forest fire and fall-
ing trees. The thing went over very good.

The current week’s show is called “20,000
Leagues Under the Sea,” based on Jule Verne’s
story. Divers, mermaids, etc., are featured back
of a painted scrim and the effects are obtained
with a color machine from the booth.

An added attraction is “Minstrel Memories,”
featuring five former minstrel men. It is a
series of cracks, songs and steps.

The picture is “The Girl From Rio,” a Gotham
production.

Chicago Granada

Week Ending December 25

Charles Kaley offered a "Holiday Fete” as this
week’s show and featured Raymond Eisemen, a
young boy, the protege of A1 Jolson.

Opening: The show opened in front of drop
with a large horseshoe in center through which
the Iversen Sisters followed by eight Granada
Girls singing "Good Luck” and then offered cute
routine. Curtain then parts, exposing orchestra
in futuristic setting, who play a new number
called “Everywhere You Go,” which was well
received.

Kaley next announced Four Great Men, screen
lowers and Lindbergh and Lincoln pictures were
shown, screen then raises and spot is thrown on
two dumb looking men who sing comedy songs
and then offer a good comedy dance to a fine
reception.

Kay Romaine was next, from WEBH radio
station, who entered playing piano from pit ele-
vator. She plays and sings popular tunes to a
fine hand and earned two encores of "St. Louis
Blues” and “Whose That Knocking at My Door.”

Six Japs then offer some clever acrobatics that
were very well received.

Kaley next sang new number called "Dream
Kisses,” a catchy tune which he sang very well.

The Irwin Sisters next offer a novelty dance
that fooled many until the end. What appeared
to be a large mirror turned out to be a screen
with one of the Irwin Sisters dancing in front
of same as the other sister followed on other
side. At the finish the audience was convinced of
the fraud, the girls were very well received.

Kaley received a fine hand for his singing and
violin playing. He used "The Song Is Ended but
the Memory Lingers On.”

The Granada Girls in novel costumes offered a
novel routine to waltz music, which when they
turned around displayed costumes abbreviated for
a jazz routine.

A young boy, Raymond Eiseman, next sings
some popular turns. Later he does some tap
dancing, and was very well received in both.

Kaley next 6ang “I’ll Think of You.” The
finale, with the Irwin Sisters leading the ballet,
closed the show with the “Good Luck” song as
the Jap troupe went into a hand balancing stunt
on the bridge as the ballet turns around to ex-
pose letters spelling "Good Luck” in the lining
of their capes. A novel idea well done.

Brooklyn Strand

Week Ending December 23

A big musical and dancing presentation was
the chief draw of the program which had Milton
Sills in “The Valley of the Giants” as the pic-
ture. This incident, called "Carnival of Venice,”
took up twenty minutes and introduced singers,
dancers and instrumentalists who have become
favorites at this theatre.

The overture presentation by the Famed Mark
Strand Orchestra was selections from Verdi’s
“La Traviata,” running ten minutes.

Don Williams, the new xylophonist of the
orchestra, who has worked up quite a following

JIMMIE FERGUSON

Late Co-Starring Comic of
SISSLE & BLAKE’S “CHOCOLATE DADDIES"

Also Producer of the Revues for CAFE De PARIS

Now Playing the Better Class Presentation Houses

Personal Direction — LEO SALK1NS

Standard Oil Bldg., 910 So. Michigan Ave., Chicago

during his short time here, used three minutes
to good advantage with a medley of popular
tunes, including “There Must Be Somebody
Else,” “Just a Memory” and “Bye Bye Pretty
Baby.” A pink spot from the dome covered the
artist : stage dark.

After “The Twenty-Four-Dollar Island” came
another stage act, programmed as “They Call It
Dancing.” There was a fabric eye as opening
as Vale and Stewart, male buck and wing danc-
ers, started the presentation. The entire number
was done on a dance pad.

After their routine came the Serova Dancing
Girls in a line dance and they were joined by
Veronica, premier dancer, who did a fast dance
on her toes. The presentation closed with an
ensemble number.

After the Topical Review came the “Carnival
of Venice.” The setting, in full stage, consisted
of a blue sky drop, in front of which was a
balustrade running across with a gate in the
center, with huge urns with flowers on either
side of the gate. Everybody in Neapolitan cos-
tume.

Caesar Nesi, tenor, followed with “Santa
Lucia.” The stage dimmed off, leaving deep blue
borders for sky drop : pink spot on Nesi. For
the fourth number, Restico, accordionist and
whistler, played and whistled a number of Italian
folk songs. The Serova Girls did their second
number, “Dancing Tambourines.” Amber spot
from dome.

Next came Ruth Watson, soprano, who sang
“Venetian Skies.” She too was covered by an
amber spot from dome. The incident closed with
Carlo Ferretti, baritone, singing “Funiculi, Funl-
cula,” assisted by the entire company.

Milwaukee Venetian

Week Ending December 10

“In the Shadow of the Roses,” by Harry Allen
and his Venetian Serenaders, opened this week’s
offering at the Venetian theatre. The number is
sung by Robert Schweisthal, who has a fairly
good voice despite the fact that it is not very
strong.

The Ferris Sisters are the next offering, doing
a neat dance to the “Doll Dance” by the orches-
tra. They are dressed in girlish costumes and
make a good hit.

Mona Henderson, a young miss with a good
( Continued on page 32)

Have You Ordered
Your Copy Yet?

Buy from Your Local
Music Store, 25 Per Copy

||UBS===^- ^ ~

FTLfVCTTOOCK

TIMING AND CUEING PAD
-for

Organists.Musical Directors.eU.
By RUJULPH BERLINER

Villa Moret, Inc.

Publishers

Kress Bldg. San Francisco

32

EXHIBITORS HERALD

December 31, 1927

LO S4YS

Sovneibinv
about5
Everyone

Happy New Year! — Now that Christmas is over
and we’ve all had our turkeys ’n everything, lets
wish each and everyone in the business a Happy
and Prosperous New Year. . . Sorry folks, I meant
to keep you all informed, but like everyone else
was rushed to death on account of Christmas
shopping (yep window shopping mostly). . . .Who
said there is no Santa Claus?, . . .Well if it’s so
who brought Paul Ash back to Chicago?. . . I
want to thank each and everyone who sent me a
Christmas card, also those who didn’t, for they
saved me lots of time in opening the envel-
opes. . . Well now that Paul is back at the
Oriental, Mark Fisher will resume his post at the
Senate and Harding theatres again starting
January 2. . . . Oh say boys, and girls also, if any
of them ever read this column, did you know
Louis McDermott is now a daddy?. . . . Yep
Santa brought him a girl two weeks ago. . . .
Chicago now has a deluxe picture house where a
feature film is the sole attraction outside of a
musical accompaniment . . . The house is the new
United Artists theatre which is under the personal
supervision of Hugo Riesenfeld. . . . Sneaking of
theatres another film house opens in Chicago
South 6ide this week called the “Shore.” . . . We
understand that Buddy Fisher, band leader of the
Avalon theatre Chicago is being let out on
January the first, and that Roy Deitrich will re-
place him. . . . Word comes from our friend
Eddie Hill to the effect that Publix new house
in Birmingham, called the Alabama, opened on
Christmas day with a policy of pictures and pres-
entation. . . . Joseph Alexander is the featured
organist. . . . While on the subject of organists did
you know that Don Isham one of the most popu-
lar young organists in Chicago took an airplane
trip to Washington, D. C. last week. . . . Maybe

he’s trying to take Lindy’s place The

Christmas party staged each year by the N. V. A.
was given at the Sherman Hotel, Chicago last
Monday and over 2,000 theatrical people at-
tended. . . . Sam Rosey formerly with Remick’s
Chicago office is now with Berlin’s, also of
Chicago. . . . We hear that the Lawndale the-
atre of Chicago is soon to change management
and that Sam Kaufman its band leader has given
his notice. . . . We also hear thiat the Admiral
theatre of Chicago, with Mort Goldberg as its
Managing Director has been sold by the Chicago
Title & Trust Company to Harry Miller. . . .
This seems to be the selling season in the theatre
field, even Ascher Bros, come along with a
statement that William Fox has taken over com-
plete control of their circuit. . . . Listen folks !
don’t fail to send for a copy of the new “Film-
O’Klock” a brand new idea for cueing and
timing your own films. . . . Villa Moret are the
publishers. . . . Leonard Smith, featured organist
of the Avalon theatre, Chicago, leaves that house
on the expiration of his contract January
first. . . . Henri A. Keates, formerly solo organ-
ist of the Oriental theatre, Chicago’s loop house,
is now guest organist of B & K Uptown and
Tivoli theatres also of Chicago. ... Vale and
Stewart are now playing picture houses dn the
East. . . . Last week they appeared at the

Mark Strand in Brooklyn. . . . Leeta Hope, form-
erly with Roxy’s Gang, is now the Prima Donna
of Albert F. Brown’s organ 6olo revues at Marks
Bros, theatres in Chicago. . . . Sophie Tilden wife
of Billy Stevens writer for the Chicago Saturday
Telegraph, is now featured with A1 Belasco in
his new stage show at the Harding theatre,
Chicago. . . . Our friends Markcll & Faun are
back at the Oriental theatre Chicago this week
after a tour out of town for several months. . . .
On the same bill is also llomay Bailey. . . .
Beverly Bayne, formerly of the screen is now
making a tour of the Orpheum Circuit with a

comedy 6kit Word reaches us that Wendell

English has been replaced by William Cliffton
as featured organist of the Strand theatre in
Kendallville, Indiana. . . . Leo Carrillo, stage
star and vice president of the N. V. A is now
touring the Keith-Orpheum Circuit in a new
act. . . . “Forsyth’s Forum,” a local theatrical
paper published by James Forsyth of Chicago
has been discontinued. ... Its publisher a former
publicity man has joined the staff of a National
Trade paper. . . . Jack Bourbiel, presides at the
organ at the Vista theatre, Chicago, one of the
many South side picture houses.

Again I wish you all a Successful 1928.

A. RAYMOND GALLO.

STAGE SHOWS

( Continued from page 31

voice, sings “Give Me a Night in June,” which
she follows up with a clever bit of dancing. Her
number is followed by “Love Sends a Little Gift
of R'oses,” featuring Harry Allen at the violin.
The selection is well done and well received.

Robert Schweisthal, who is acting as the master
of ceremonies on this week’s presentation, next
obliges with “I Told Them All About You,” which
is followed by a specialty by the Ferris Sisters.

Mona Henderson then returns to do a clever
song number as a newsboy, and sings “When
Will the Sun Shine for Me?” The number is
well done and draws good applause.

The finale brings out Miss Milwaukee, none
other than Irene Banasiak, who poses in a bath-
ing suit while the master of ceremonies sings
“Charmaine.” The setting for the presentation
was arranged to represent a beach, and the num-
ber was well done.

Chicago Oriental

Week Ending December 25

The annual children’s holiday show at the
Oriental this year entitled “Christmas High
Jinks,” with a special juvenile cast, was a knock-
out from the first number of “Jingle Bells” to
the last tremendous choral finale. This also was
Mark f isher’s Farewell show.

As the house lights were extinguished, two
little girls came out in front of the curtain to
sing “Tie Your Troubles to the End of a Kite,”
and while the organist played “Jingle Bells,”
they parted the curtain revealing a stage full
of everything in Toyland. The orchestra mem-
bers, in red and white toy soldier uniforms, were
sprawled over their instruments in stiff, wooden-
like attitudes. There were two large Christmas
trees on either side of the stage, the backdrop was
covered with painted toys, and boxes of varying
sizes were placed at both ends of the stage.
The girls tip-toed over to the orchestra, touched
some of the players and behold — they came to
life, as did also sixteen “toy dolls,” the Little
Abbott Dancers, who went into a revue to “The
March of the Wooden Soldiers.”

A large box was then pushed to the center of
the stage by the dancers and Mark Fisher broke
through it, and announced for the first band
number “Everywhere You Go.” He was called
for an encore when he sang the chorus.

Donald Henry sang “My Blue Heaven,”
“Broken Hearted,” and joined the two girle who
had first appeared in singing the chorus of “My
Blue Heaven.” This boy had a fine voice and the
audience wanted to hear him give something
more.

Zelda Graham, a six-year-old contortionist and
acrobatic dancer, next held the spot, and her
work was amazing. She performed to “A Rus-

LETT SISTERS and LOUISE

(The Three Humming Birds)

GUS SUN CIRCUIT

Direction — SAM ROBERTS

sian Lullaby,” and the applause was deafening.

After a beautiful revue by the Little Abbott
Dancers, Baby Jane came on and sang to Mark,
“Let Me Call You Sweetheart,” and “Why Are
You Jealous of Me?” This was certainly cute
and the audience went wild. When she returned
in a hick hat, and did a boob dance to “Turkey
in the Straw” the patrons were convulsed, and
6he was obliged to repeat the number.

Tommy did a fast Russian Vodka that caused
spontaneous applause ; a clog and eccentric to “St.
Louis Blues” that brought down the house, and
a waltz with a dummy girl to “Kies Me Again”
that stopped the show.

The orchestra then played “Four Walls” with a
vocal refrain by Mark that was exceptionally
well received, and then played Mark’s newest
composition "What Are You Waiting For Mary?”
as he sang it. He was obliged to give an encore.

For their last appearance the Abbott Dancers,
in white silk winter skating costumes, gave a
fast revue and went into a tableaux as the back-
drop was raised to present a church choir above
the orchestra. For the Finale, the organ, or-
chestra, and choir joined in a tremendous anthem
that shook the building and stirred the souls of
everyone.

Boston Metropolitan

Week Ending December 23

The Metropolitan Grand Orchestra’s prelude this
week was from the famous Music Master Series,
and was selected from Felix Mendelssohn.

The stage attraction was none less than the
fascinating Mae Murray in person in a “Merry
Widow Revue.” The stage was elaborately set
to represent a court scene, and the actors were
costumed as ladies and courtiers.

The opening number consisted of a medley of
waltzes played by Gene Rodemich and the Stage
Band and assisted by Joseph Griffith, tenor,
While the music was playing, four couples in
gorgeous court costumes came out and waltzed.
Then the Metropolitan Male Quartette, also in
courtier costumes, gave several vocal selections.

The Felecia Sorel Girls in Hussar costumes next
stepped some tap steps that showed how well
they could team up. Their green and white
costumes, with big white pompoms on their
hats were snappy looking.

Next came a comedy stunt by Bora and Law-
rence, two rookies from the awkward squad,
who sang a couple of songs with their gestures
added exactly together in a mechanical way that
was a howl. After them Joseph Griffith sang
another selection entitled “Song of Songs.” A
soprano solo by Virginia Johnson entitled “My
Little Nest of Heavenly Blue” was next, and
then in response to an encore the two of them
sang a soprano and tenor duet.

Mae Murray herself then appeared in a. gor-
geous black velvet gown that set off her blond
hair. She and her partner danced a fancy
waltz for us, and of course she got a big encore.
She said she had another dance she would do for
us, but although we waited while the orchestra
played a whole piece through, she didn’t come on
stage again until the finale.

Diero, accordion virtuoso, was scheduled next,
but for some unknown reason he didn’t appear.
Bora and Lawrence came on again, this time in
a comedy dance entitled “Tuxedo Troubles.” They
reminded us of Mutt and Jeff.

Finale. Mae Murray in a dainty white costume,
assisted by her fascinating widows in black and
gold costumes, and the rest of the company as
a colorful background, danced for her concluding
( Continued on page 33)

1 U/uMfoia coff of

Monthly SLIDE news U^|
for and. about theODGANIST

54: » RANDOLPH 61 CHICAGO

al MARKELL and FAUN gay

“A LAUGH WITH EVERY STEP”

Featured with JACK PARTINGTON’S “FLORIDA” PUBLIX Unit
With Paul Ash This Week at the ORIENTAL THEATRE, CHICAGO
HELLER and RILEY are now playing the Direction of MAX TURNER—

FINKLESTEIN & RUBEN Theatres William Morris Agency

December 31, 1927

EXHIBITORS HERALD

33

Last week, with Paul Ash, Benny Meroff, Ahe
Lyman, Leo Reis man, and a score of other big
orchestra leaders from out of town, hanging
around the ‘alley’ it looked like a convention of
baton slingere in New York. . . . Maybe its a
trust ! !

* * *

And, by the way, Reisman, who hails from
Boston, is the big Mogul up there without a
doubt. Playing in the Hotel Brunswick, nightly,
at all the sport events in Boston’s new arena,
on the radio six times a week, and doing most
of the society dance work in town, he’s the
‘cream puff’ alright. . . .

* # ❖

The easiest fellow to ‘burn-up’ along the ‘alley’
is Lindy, who owns and runs that famous restur-
ant at fiftieth street, bearing his name. . . . And
make out the publishers don't know it too. . . .
He suffers plenty. . . . All you have to do, is ask
him about bullets in the soup, or racing charts
on the walls, and he’s fit to be tied. Serves great
food, tho, and thinks the New York Giants are
the best ball-team in the world, (we can forgive
him for anything else but the last.)

* # *

Did it ever occur to you, that first-class musi-
cians around New York arc making big money
these day. . . Broadcasting nightly on those big
advertising hours, recording during the days, and
playing jobs in between, 6ome of them knock out
as high as five hundred ‘smackers’ a week. . .
Plenty of opportunity for you out of town musi-
cians who may be ‘cracks’. . . Just bring your
instrument, your music and your lunch, — the rest
will be easy.

* * *

Well, Christmas has passed, and now comes
New Years day, then 1928 and its another
year. . . day after day, week after week, month
after month, and year after year, — what does it
all mean, anyway ? (excuse me for getting melan-
choly.)

«H # *

Cliff Odoms, of the Leo Feist organization,
tells me that “Blue Heaven” is the biggest and
fastest tune that they have ever had. . . Figure
that out, with the music business in the rotten
condition they say it is. . . A great deal of credit
must go to Walter Donaldson, he’s a marvel, no
two ways about that either.

* * #

Campbell and Connelly, those youthful music
publishers from London, England will be over

here some time next month, on a scouting trip
for American songs. Any of you organists or
music men particularly anxious to have a hit
over in England, send manuscript to them in care
of the Hotel Forrest, West 49th Street, New
York City. I’m sure your songs will be con-

sidered.

« « »

Lou Schreibcr, better known as A1 Jolson’s
"shadow,” left New York last week for Los
Angeles where he went to attend an opening of
some new show: It seems that every once in a
while, Jolson wants to give Schreiber the air so
he sends him out of town on some foolish
errand. . . At times the further the better, de-
pending on Jolson’s mood. In all justice to
Schreiber, how ever, he’s the only man that can
keep Jolson in good humor, and keeping A1
laughing is a mighty hard job.. . . Schreiber
certainly earn6 his ‘bread and keeps.’ . .

3 * #

Haven’t heard a funny “gag” all week. . .
Must be that every one is broke, after buying:
Christmas presents, and they’re not in the humor
for anything funny. . . Well, that includes me,
so before I start to cry, I better end this column
right now.

* * »>

“A Happy New Year To Ya.”

STAGESHOWS

( Continued from page 32)
number a fast step called the “Merry Widow
Whirl.”

Film was “Wild Geese” with Belle Bennett.

New York Paramount

Week Ending December 30

“Christmas Greetings” was the opening over-
ture played by the Paramount Orchestra, with
Irvin Talbot directing.

Lily Marr sang the number to two little chil-
dren in bed. The scene represented the interior
of a bedroom while outside the snow was falling.
The children fell asleep and the scene shifted
to the outside of the house.

A fairy came to the house and took the children
from their beds to Toyland, where a beautiful
big tree was placed in the center of the stage.
The children, were entertained by live toys who
danced for them.

While the children wondered at the tree, Santa
Claus was shown in his sleigh racing down around
the boxes, onto the stage and off again on the
other side. This was done in stencil with a
white light.

The children were then taken to a church and
placed in regal robes in the seat of honor in the
center of the stage high up at the top. This
scene was very beautiful. All the niches were
filled with live figures dressed as various biblical
characters.

The male chorus and the ballet assisted in this
scene. The lighting was most effective and the
whole presentation left the audience spell-bound
for a moment, which was followed by a deafening
applatuse.

"Russian Revels” was presented this week by
Jack Partington, featuring Louis Berkoff and the
famous Berkoff Girls — Lou Kosloff directing the
Paramount Stage Orchestra.

Opening was a "Russian Folk Festival” assisted
by the Berkoff Girls, the Don Vocal Four and
Stella Stepanoff and M. Vodnoy who sang a
comical song, I suppose, in Russian, although
I doubt if even any Russians in the audience
understood them. The Don Vocal Four is one
of the best vocal choruses to be heard on Broad-
way.

Following the Paramount Stage Orchestra, di-
rected by Lou Kosloff, played a “Russian Fan-
tasy,” which was very beautiful.

The Ormonde Sisters rendered an original ar-
rangement of the Parade of the Tin Soldiers
which was most effective and well done. This
met with great applause and the girls were re-
called again and again.

The Berkoff Girls danced the “Rope Dance”
while one of the Don Vocal Four sang "A
Russian Lullaby.” The Berkoff Girls are un-
doubtedly gifted with a marvelous sense of
rhythm and of balance. Lou Kosloff then di-
rected the orchestra in a piece “I Love My Volga
Boatman.” The men donned Russian faces be-
hind which were megaphones through which they
sang.

The Ormonde Sisters appeared in blue costume
•and sang “My Blue Heaven.” These three girls
seemed to strike a sympathetic chord in the ma-
jority of the audience who recalled them repeat-
edly.

The Berkoff Girls appeared again in a dance
number followed by Frieda and Louis Berkoff
in dance numbers of their own and then in
dance numbers with their girls.

The Don Vocal Four closed the presentation
with “Rose of the Volga,” sung in Russian,
assisted by the entire company.

Kansas City Midland

Week Ending December 23

“Dancin’ Around,” by Irving Berlin, was the
stage feature at Loew’s Midland which featured
Jack Sidney this week, Sidney acting as master
of ceremonies.

The Midland Rockets, which are Marie Kelley’s
dancing girls, again were seen in frequent chorus
numbers throughout the program. Butler and
Leach offered song and dance numbers. The
Texas Redheads are seen twice in contrasting
numbers, the first being in a “Bowery dance”
number and the second in military ball costume.
Johnson and Hewitt are a pair of acrobatic
dancers who win much applause, while Pauline
Gaskins is a veet pocket edition of Sophie Tucker.

A medley of selections from "The Student
Prince” was played by the Midland Symphony
Orchestra, directed by Carbonara, as the over-
ture.

STILL ON TOP AND GOING
STRONG

“My Blue Heaven” (Leo Feist).

NEXT BEST SELLERS

“Among My Souvenirs” (DeSylva,
Brown & Henderson).

"The Song Is Ended” (Irving Ber-
lin).

“Charmaine” (Sherman Clay).

“Just a Memory” (Harms).

“Baby Your Mother” (Leo Feist).
“The Desert Song” (Harms).

MINE, ALL MINE — (Irvin Berlin, Inc.) — Mar-
ion Harris is featuring this song with quite a
lot of success in “A Night in Spain,” now play-
ing in Chicago. Though I haven’t heard her sing
this song, I can imagine, as Miss Harris is one
of my favorites. Words by Herman Ruby and
Rubey Cowan, music by Sam H. Stept.

* * *

THERE’S A CRADLE IN CAROLINE— (Henry
Waterson) — In my second review of this number
I again claim it to be one of the best Dixie songs
ever written. Like rare wine, it’s improving with
age. Words by Sam M. Lewis and Joe Young,
music by Fred E. Ahlert.

44*

OH LUCINDY — (Chappell-Harms, Inc.) — A

typical darky .song that has enough merit to
create quite a demand for it. We haven’t had a
song like this in some time. Lyrics by Thekla
Hollingsworth, melody by Jessie L. Deppen.
444

MY STORMY WEATHER PAL— (A1 Pianta-

dosi) — The title proves that this waltz song is
about “Mother.” A1 Piantadosi, who wrote and
also published this one, is also the writer of “Pal
of My Cradle Days” and “Curse of an Aching
Heart.”

4 * *

SOME DAY YOU’LL KNOW (Spier & Coslow)

—A pretty little number of the sorry type with
a fox trot melody. Words by Sam Coslow, music
by Pinkie Hunter and Maurice Spitalny.

4 4 4

HOLLYWOOD ROSE— (Irvin Berlin, Inc.;-

Written by A1 Jolson and Gus Kahn, not a bad
combination. Jolson, who is on the coast mak-
ing his Vitaphone picture, still found enough
time to study the girls of Hollywood and there-
fore this song. Reminds one of “Broadway Rose,”
which had an Eastern setting.

* * *

DAWN — (Paul Whiteman) — Two well-known
writers, Raymond Klages and D. Savino, have
given Mr. Whiteman a good piece of material
which he no doubt will create quite a demand
for. A fox trot ballad.

# * #

I SCREAM — YOU SCREAM — WE ALL
SCREAM FOR ICE CREAM— (Shapiro Bernstein
& Co.) — The house that gave us “Yes, We Have
No Bananas,” has just issued this song with
2,000,000 extra choruses, count them. Plenty of
laughs and might be another one of those things.
By Howard Johnson, Billy Moll and Robert King.
4 * 4

LADY OF HAVANA— (Harms, Inc.)— A pretty
Spanish tune. Paul F. Van Loan, one of Ameri-
ca’s leading orchestra arrangers, is one of the
composers. Saul Bernie and Jack Vail complete
the party. This combination of writers has
turned out a very meritorious composition.

4 4 4

IN THE SHADOW OF THE ROSES— (Cal De
Voll)— A ballad by Harold G. Frost and E. Clin-
ton Keithley, who have written a lot of good
numbers. John Steel says it’s a beautiful song,
and to back up this statement, he’s singing it.

• • •

Success for the New Year.

34

EXHIBITORS HERALD

December 31, 1927

rHIS department contains news, information and gossip on current productions. It aims to supply
service which will assist the exhibitor in kee ping in touch with developments in connection with
pictures and picture personalities — and what these are doing at the box office. No prophecies on the
entertainment value of pictures are made. Opinions expressed are simply those of the author or of
his contributors and the reader is requested to consider them only as such. — EDITOR’S NOTE.

“HER WILD OAT”

It isn't often that three so perfectly at-
tuned intellects are brought to bear upon a
single project as those of Colleen Moore,
John McCormick and Marshall Neilan, but
when that circumstance does unravel from
the curiously twisting skein of destiny the
result, invariably, is a “Her Wild Oat.’1 For
such a result the frequently less happy
tanglings and twistings of the skein may
well be borne with. A couple of huzzahs,
please, from the pleased picturegoers.

This “Her Wild Oat” is quite like the
Colleen Moore picture and yet quite as un-
like it. In the little lady with the big fol-
lowing is quite plainly the gay citizeness
you know her to be, without ostentation and
without effort. They give her a curb cara-
vansary to toy with this time, and Larry
.Kent to boy with, out of which combination
she extracts more merriment than a lesser
comedienne under less formidable auspices
might take from the collected works of
Charles Hoyt, Ralph Spence and Will
Rogers. Laughs, smiles and chuckles are
tossed into the run of the reels with con-
sumate carelessness. The several of these
patently manufactured on the set and jotted
down on the cuff, if anywhere, are quite
naturally the funniest. The picture gains
rather than loses by the impression given
that the three decidedly Celtic individuals
previously named are enjoying themselves
immensely while the camera spins its web
(poetic indulgenge apropos of the season)
and I herewith launch and begin exploita-
tion of a campaign to increase the Irish in-
fluence in Hollywood.

But what you want to know, of course, is
whether the people in the theatre laughed
and whether there were many people in the
theatre and what their attitude toward the
picture seemed to be. Yes, the people did
laugh, and yes, there were many of them,
and their attitude seemed to be just about
that highly profitable attitude which sings a
song of six-pence in the ear of the observant
exhibitor. By which I do not mean to
predict (see Italic type at top of page) that
“Her Wild Oat” will or will not make you
a dime, but by which I do mean to proclaim
that, if it doesn’t a good idea would be to
trade the theatre property for a part interest
in the local Ford privilege.

By T. O. SERVICE

“IN OLD KENTUCKY ”

I HAVE seen “In Old Kentucky” in so
many different places, in so many different
forms and in so many different ages, that I
went to the Oriental last week under pres-
sure and with loud protest. It simply wasn’t
in the cards that I should stay awake
through still another version of it — but it
was in the picture. Yes sir, and this version
is the best of aU the versions I have seen,
on stage or screen, and that’s a flock of ’em.

I don’t know how much of the old story
you’ll miss, nor how you’ll like the new
parts that have been installed in it, but if
you don’t steam up over the race finish,
and if you don’t crack a rib at the comedy
supplied by three negroes who steal the
show for important intervals, its quite too
bad for comment. If, as I say, these things
don’t get you, one of us is wrong and I sus-
pect you. They’re shipshape showmanship.

The use of these colored folks in this
picture is a factor to be considered in vari-
ous ways. Their comedy, strictly racial
stuff, is perfect. I believe it would be pos-
sible to extract from the print these scenes
in which their stuff clicks and assemble a
short picture that would be funnier than
anything now available in the lesser lengths.
And I believe that a long picture made up
of this and similar comedy by these same
people, with suitable support, would be fun-
nier than any of the long comedies we’ve
been getting. So much for the purely tech-
nical and structural side of the thing. (On
the other side there is only the remark of
the old lady who sat back of me, apparently
a visitor to these Thompsonian parts, which
has no bearing upon the case but may have
echoes if the hinterland is what it used to
be, which I doubt.)

“In Old Kentucky,” I repeat, is the best
“In Old Kentucky” that I’ve ever seen and
I’ve seen plenty. It is so good that I don’t
remember any player in it as being better
than the others, which is about the last word
in something or other that I’m sure is
important.

“SEVENTH HEAVEN”

It is with a shock, not to say a knockout
blow, that I record Mr. J. C. Jenkins’ dis-
sent from my recently written opinion of
“Seventh Heaven.” Mr. Jenkins’ opinion to
the contrary appeared in “Elis Colyum” of
the issue preceding this. It leaves me in a
quandary, whatever that is, for I have al-
ways held Mr. Jenkins’ judgment in high
esteem, despite the fact that he gave up a
perfectly good and stationary home in Ne-
ligh. Neb., to drive from end to end of this
continent in search of that rare specie, the
bird who doesn’t take the HERALD. Maybe
the despair of seeking such an animal has
embittered the gentleman, but he didn’t look
that way last time he dropped in to trade
fictionettes with me. Anyway —

As I recall my somewhat extended com-
ments on “Seventh Heaven,” I stated that
I expected to see some 49 pictures of less
merit before I should see another so good.
I believe I backed this up with figures hav-
ing to do with the mean annual expenditure
for pictorial scrutiny. And, I blush to re-
member, I volunteered to write a poem, one
of the rare samples of my Muse, for each
person who should disagree with me that
“Seventh Heaven” is about the best picture
of even date. I hate to suspect that Mr.
Jenkins merely wants to see my lyric fac-
ulty at its best; in fact, I refuse to permit
myself to credit that theory for a moment,
and so there’s nothing for it but to break
out the rhyming dictionary and go to it.
It will be recalled that I reserved the right
to select my own topic, and so here goes:

If I held for the screen a grudge
As black as H. L. Mencken’s
I still would be a better judge
Of films than J. C. Jenkins.

So there — now — Jaysee. See what you
went and did? Maybe you’ll think twice
before you start another argument with this
versificatin’ apparatus of mine. Leastwise I
hope you will, ’cause that ’ere jingle con-
tains the only other word in all the languages
I know that rhymes with Jenkins, and if I
had to write another one of these things it’d
be just too bad.

Come on, Jaysee, ’fess up and tell the
folks that “Seventh Heaven” is a whale of a
picture and you were just kiddin’. Start the
New Year with a clean slate, as well as a
clean plate, and we’ll let bygones be by-
gones just as though nothin’ had happened.

December 31, 1927

EXHIBITORS HERALD

35

[THE THEATRE

Q_AjT)tpartmmt of Practical Showmanship

Do You Know Your Patrons’ Tastes?

It would be safe to assume that a large majority of the people in this country have heard of the “Big Parade,”
yet when C. S. McLellan, owner of the Rex theatre, Eagle Lake, Tex., made a house to house canvass of his city, he
found that 72 per cent of those who answered his questio nnaire had never heard of the picture.

This is no reflection on the picture, but it does show how little an exhibitor may know about his patrons, and
for this reason, a questionnaire such as McLellan submitted to the citizens of his town is of vast importance to an
exhibitor.

In the August 20 issue of Exhibitors
Herald an account of this house to house
canvass was given. McLellan’s idea in
holding the canvass was “not only to as-
certain the number of people in my town,
those of certain ages, their tastes in en-
tertainment, etc., but to give me a personal
campaign on ‘The Big Parade’ and ‘Ben
Hur,’ as each representative has a sales
argument on the pictures which she will
endeavor to put over before leaving the
home. I already have the pictures bought,
and as they are slow in releasing the pic-
tures generally here in Texas, I will be
among the first small cities to show them.
It being a hard matter to sell country
people on the increased admission, the lady
canvasser also will try to sell them to the
extent that there will be no kick when
the pictures are shown at the admission of
$1.”

In reporting on the results of the can-
vass, McLellan has this to say: “Road-
showing a picture does not sell it to the
ordinary country people. Seventy-two per
cent reported they had never heard of ‘The
Big Parade,’ and 72 per cent of those that
saw it here said they were very much dis-

Announcement

An important announcement will
be made in “The Theatre" in the
next issue of EXHIBITORS
HERALD. This announcement will
mark the inception of a new fea-
ture service to be carried by “The
Theatre" to further the cause of
motion picture theatre exploita-
tion and to furnish theatremen
with ideas and exploitation plans
that have been put in practice and
proved successful. You will want
to take a part in this new service.
Watch for the announcement to
be made in this department next
week!

appointed, and had seen better entertaining
pictures.

“Without an exception, each report
against Sunday shows was made by some-
one who never comes, or hasn’t come here
in the seven years I have owned the theatre.
I have only been open on Sunday for two
years. After trying to sell them on the
idea that the two mentioned pictures were
of $1 calibre, I only charged seventy-five
cents for ‘The Big Parade’ and lost plenty

1 make The following suggestions as to why I do not
attend the picture show more regularly:

1 make the following suggestions i
attend the picture shbw more i

i to why I do not

attend the picture shbw more regularly: .5

</

NAME

ADD^S

Number in Famil^all residents of

Adults <3 ChiWewr- . . ^

I Prefer Vaudeville t^^Pictures

I Prefer In Motion Pictures:

Westerns ..... Deep Dramas Comedies . . .

Feature Comedies Costume

News .... Variety reels . Serials ....

Prefer to go to show on . . night.

Am Opposed to Sunday mows.

i dj attend them.

I Do Thif- toko advantage of BARGAIN WEEKS
at ia^20c. ajvuoiJL (^/vujaln^

I have heard of the picture BIG PARADE.

1 have rrTT. heard of BEN HUR.

I would — like to see both these pictures in Eagle

Lake if they are shown before any other city in
South Texas, not including Houston, and would
pay 50c and $1.10 to see same.

i make the following suggestions as to why I do not
attend the picture show more regularly:

ciLL-'

1 make the following suggestions as to why I do not
attend the picture shbw more regularly.:

i make the following suggestions as to why 1 do not
attend the picture show more regularly:

OA*- ??0

iake the following suggestions as to why I do not
d the picture show more regularly: . . .

In the center of this reproduction
is seen the questionnaire used by
C. S. McLellan, owner of Rex the-
atre, Eagle Lake, Tex. This one
was answered by the mayor of the
city. The small clippings show a
few answers made as suggestions
as to why the theatre is not pat-
ronized more.

of money. I charged fifty cents for ‘Ben
Hur’ and made a legitimate profit.

“I have worked on each individual with
a special mail campaign, using the ques-
tionnaire he signed as a basis. That • is,
if he preferred a news, I let him know
the make, age, date, etc., that I show a
news, and each week mail him a synopsis
of my current issue. Sunday objectionists

were cut from my Sunday mailing list, and
those complaining of lack of funds and
high admissions were reminded of Bargain
Weeks with complete selling data.

“The campaign offered me most valuable
information, but would have been useless
had I not used that information to follow
up.

“My local editor has requested me to
write an editorial column for his paper
once a week, using my name, but I do not
know the success I will attain. It seems
a great chance for me to put my name
before the public here, providing I can
refrain from putting in too much selling
talk on the show.

“Many people were of the opinion that
the campaign I put over was to ascertain
their feelings toward the Sunday show.
Those were handled as tactfully as pos-
sible. I was carried into corporation court
last year on this score, but the jury found
me not guilty on a technicality. Since then
there has been little agitation.”

The idea of classifying patrons accord-
ing to their personal taste in entertainment
is an extremely good one. The saving in
advertising and the making of the adver-
tising more effective is apparent to any-
one. In this way McLellan’s advertising
has 100 per cent appeal.

Now You Tell One!

Pardkm Us For

IN

WE JUST WANTED TO TELL YOU

CHARLEY MURRAY
and GEORGE SIDNEY

Will Be at The MORRISON THEATRE

Mon. Tues. Wed. Oct. 17-18-19

IN A LAUGH PANIC

“THE LIFE OF RILEY”

P. S. — Save this Button for Emergency for it’s sure a “ BUT-
TON BUSTER.” (Over)

Novel card used by the Morrison
theatre, Alliance, O., when it ran
“The Life of Riley,” the First Na-
tional picture starring Charlie
Murray and George Sidney. The
button was sewed to the card.

36

EXHIBITORS HERALD

December 31, 1927

Do You Favor This Type of Ads?

Five ads used by National Playhouses in Chicago newspapers. In at attempt to gain display and attract atten-
tion in whole pages of theatre advertising, a great deal of black has been used. Has the ad writer used the
correct method or should he have used more white space? Read the story, below, on this advertising written
by Harold E. Murphy, director of publicity for the theatres, and then decide for yourself if Murphy is right.

Murphy Defends Type of Ads
Used By National Playhouses

Last week “The Theatre” reproduced examples of New York and Chicago
motion picture advertising under the heading, “Has Theatre Advertising
Gone Wild?” We attempted to show that by the use of so much black
display, the advertising is defeating its own purpose of attracting attention.

Already the article has struck fire.
Harold E. Murphy, director of publicity
for National Playhouses sends in an
article on Chicago advertising, telling in
detail how this organization has solved the
problem of getting display in the Chicago
newspapers.

While we believe this advertising has
overstepped the bounds of good display
and that the use of trick, hand-lettered
designs as used in these ads causes con-
fusion and actually distracts attention,
we must admit that other ideas and prin-
ciples probably are as valuable as ours,
and as this is an open forum for the pro-
motion of the best in screen advertising,
we are happy to have Mr. Murphy’s
review of the Chicago situation.

We have here reproduced a number of
the National Playhouses ads, together
with Murphy’s article. Following are
Murphy’s views:

“Motion picture directories of the Chi-
cago daily papers tell a story every day
of the competition being waged by the
advertising and publicity departments in an
effort to catch the eye of the public.

“These pages might well serve as a
directory of type, a fashion sheet of hand
lettering and a catalogue of pictorial dis-
play matter, with most theatres concen-
trating on press sheet data, while the Na-
tional playhouses, the Cooney Brothers’
circuit, specializes in lettering and original
attention-compelling layouts.

“With a circuit of 10 houses, the Na-
tional playhouses use a lesser amount of
space than any other theatre chain, but

manage to catch and hold the public eye
by employing various attractive styles of
lettering, reversed type, and other unique
designs embodying characteristics of the
type of feature picture, stage shows or sea-
sonal symbols.

“The conservative limitation of space
used by the National playhouses necessi-
tates the employment of these attention-
commanding principles by their publicity
department and in view of the fact that
practically all of the feature pictures
played at their de luxe houses have been
reviewed by the newspaper critics and
widely publicized prior to their showing at
National houses, the usual amount of sell-
ing copy is not required.

“The use of reversed type, heavy black
ads and various styles of bold lettering is
followed immediately by light copv using
plenty of white space to give the National
playhouse ad contrast, and as the appear-
ance of the page lightens the style reverts
to the use of heavy blacks.” Chicago un-
doubtedly offers the country a study in
picture advertising the like of which can-
not be found anywhere else.”

Any one of the ads reproduced above
has a certain amount of effectiveness when
seen alone but we believe that when they
are put in the middle of the page of thea-
tre advertising, the confusion and mazy
pattern of the page is only emphasized, al-
though Mr. Murphy, in his story, points
out that the appearance of the advertis-
ing pages of the newspapers vary so
much, it is hard to gauge one’s own
advertising accordingly.

Australian House
Has Big Campaign
for “Kid Brother 99

When the Haymarket theatre, Sydney,
Australia, took part in a contest to put over
Paramount week, Manager Bert Watts put
over such a large and successful campaign,
he won the trophy, and his exploitations
would shame some American exhibitors.
Highlights in the campaign are as follows :

Motor truck decorated with bright calico
signs ; thousands of German mark-notes
distributed with season pass to holder of
winning numbers ; 20,000 special samples
of shaving and tooth paste distributed free;
every telephone booth in the city and sub-
urban areas supplied with special hanger;
free airplane rides; children’s jumble puz-
zle and prizes ; tieup with “Sunday Times”
children comic for drawing contest; free
double page ad with Fossey’s department
store ; two window displays with Mick
Simmons ; three window displays arranged
by Palmers Ltd., with Harold Lloyd im-
personator parading in the window ; conces-
sion tickets purchased by Palmers to give
to customers ; mechanical display in
Worth’s window whereby Lloyd trailer was
shown for eight hours daily; 158 inches of
free space secured with leading dailies ; 178
inches of ads given to Paramount week and
“Kid Brother” ; tramway and bus safety
zone near theatre picketed by imitation
safety zone posts relating to Paramount
week and “Kid Brother”; entire force of
ushers wore colored Paramount trade-
marks and ribbons ; two six-sheet boards
hung from top of theatre; 60 feet of calico
strung across entire width of theatre ; white
arrow two feet wide painted right across
street pointing into theatre vestibule.

December 31, 1927

EXHIBITORS HERALD

37

At Last! A Real Theatre Dedication

Did you ever go to the opening of a beautiful, new theatre, only to come away disgusted
because of a blatant, boasting, arrogant dedication trailer? More than likely you have for
there have been plenty of them thrown upon the screens of new theatres.

What’s Your Reaction
to This Dedication?

We believe that every one
of you will rejoice with us
upon the opening of this
palace of motion picture en-
tertainment, and to every
lover of beauty this theatre is
dedicated.

Millions have been spent in
erecting it. Scores of the best
artizans in the country collab-
orated to make this theatre the
last word in beauty , comfort
and luxury. They have suc-
ceeded far beyond even our
own hopes.

The romance of Old Spain
has been transplanted to this
spot for your own entertain-
ment. We believe you will
revel in the splendors and
grandeur that we have built
into this mammouth theatre.
We have searched throughout
the world for the art treasures
that have been scattered with
a lavish hand throughout the
spacious lounges, corridors
and foyer.

We invite you to come each
week and enjoy with us the en-
tertainment we have planned
for you. The greatest pictures
that motion picture producers
have to offer have been pur-
chased and the best talent of
the stage has been secured.
This theatre offers you the
best entertainment money can
buy. We hope you will take
advantage of it.

“Dress Parade ” Has
Huge Campaign in
Milwaukee House

The attendance of General Charles King,
oldest living graduate of West Point, was
the highlight of the banner engagement of
Pathe’s “Dress Parade” at the Palace-
Orpheum theatre in Milwaukee, which was
exploited by a spectacular campaign.

As a starter, the house increased its ad-
vertising space in the newspapers and had
“Dress Parade” 24 sheets posted in a dozen
prominent spots. The theatre lobby came
in for a full share of attention to showman-
ship detail. A cut-out of the marching
cadets from the 24 sheet was hung over
the main entrance ; 20 cut-outs of the three-
sheet cadet, life-size, were placed in mili-
tary formation ; 10 each side of the lobby
and three large frames of special stills
attracted attention. At every show the

In contrast to this braggadocio
type of dedications, when the new
Shore theatre, a Chicago neigh-
borhood house at 75th street and
Essex avenue, opened December
29, Ernest J. Krug, the exhibitor,
used one of the most sincere, mod-
est and fitting dedications seen by
this writer in many a day. It is
printed here on the column to the
right. Compare it with the dedi-
cation used by another theatre,
printed on the column to the left.

Both dedications were used as trail-
ers by the theatres and were run at
erach performance during the opening
week. Where one dedication boasts
and brags, the other submits. “We do
not proclaim — we submit,” says the
Shore dedication. In that short sen-
tence a whole treatise is written on
theatre management.

Several weeks' ago “The Theatre” car-
ried a story called “Thumbs Down on Ad
Superlatives,” which put forth the need
for a change in picture advertising. It was
written by a veteran exhibitor, Toe Mayer
of the Palace theatre, Hamilton, O. Mayer
has found that it pays to cut out the su-
perlatives in his advertising and to say no
more about a picture than it deserves.

As a dedication, this dedication does the
same thing that Mayer does in its theatre
advertising. All the boasting and bragging
in the world cannot make your patrons
like your theatres or the pictures you run
in it.

And when you promise more than you
give, you have destroyed your patrons’ con-
fidence in yourself and your theatre. When
you give just a bit more than you promise,
you are building goodwill and creating
friends for your theatre.

If the Shore theatre adopts the policy
that is written between the lines of its
dedication, it will prove a success.

It might not be a bad idea to paste this
dedication in your scrap book. You may
want to dedicate a theatre some day.

U. S. Army had two sentries stationed in
front and gave further cooperation through
the posting of 50 recruiting-“Dress Parade”
one-sheets.

The parade was both dignified and com-
manding. One hundred cadets from St.
John’s Military Academy with their 42
piece band headed the procession. Accom-
panying the cadets were General Charles
King and Col. Ferrand and Major Smvthe
from St. John’s. The officers rode in Reo
“Flying Cloud” car through a tie-up ar-
rangement with the auto concern, this car
being used in “Dress Parade.” Theatre
ushers in uniform carried banners 10 feet
long by three feet, reading “ ‘Dress Parade’
Party Wisconsin News-Palace-Orpheum.”
The marchers started from the railroad
station and stopped at the offices of the
News, the band serenaded the paper and
then they dispersed for lunch. The after-
noon parade was from the News building
down the main street for eight blocks to
the theatre.

The Shore Theatre’s
Opening Dedication

We now dedicate the Shore
theatre to you, our neighbors,
for whom it was builded. Wel-
come!

It is not for us to tell you
whether it is beautiful, but for
you to tell yourselves.

It is not for us to say
whether the engineers, archi-
tects, upholsterers and decora-
tors have done their work well
or ill. You, our neighbors,
and only you, will be the final
judges of that.

We submit — we do not pro-
claim.

If there are evidences of
good taste, of unostentatious
comfort, in these new sur-
roundings, it is because your
taste and comfort were our
first considerations.

Behind this array of stone,
metal and fabric there was, as
we built, always the thought
of you, our neighbors, and, we
hope, our friends.

With much modesty — and
with a little pride — we dedi-
cate to you this interpretation
of your amusement needs,
with the hope that it may not
be unworthy.

The Management.

This Stunt Increased
Patronage of Doctors

When Dudley Scott of the Royal the-
atre, Le Mars, Iowa, played “The Coun-
try Doctor,” a Pathe-DeMille picture, he
he hit upon an idea that has since in-
creased his patronage among physicians.
He tells how he did it in his own words:

“While recently showing the ‘Coun-
try Doctor,’ I extended a written invi-
tation to every physician in the county,
numbering around 40. While composing
the letter, a thought struck me which
seemed practicable and possibly a chance
to do me some good. I added as a foot-
note that as usual: Those doctors ex-
pecting to be called should merely reg-
ister at the box office on their way in
and we would see that they were called
promptly, without undue confusion and
no publicity to themselves. This seemed
to strike them right and since that night
I have had a number attend who did not
do so before, and they usually stop on
the way in to let the ticket seller know
where they may be found.

“Another stunt which may gain the
friendship of the parents is to forbid the
attendance of any child under 12 during
the second week after the first show.”

38

EXHIBITORS HERALD

December 31, 1927

NEW PICTURES

In “New Pictures” the HERALD presents in con-
cise form information on current and forthcoming
attractions.

The facts as presented will serve exhibitors in book-
ing and in the preparation of their advertising cam-
paigns.

This department, supplemented by “Available At-
tractions” and “Press Sheets” will be published each
week as an exhibitor service.

BLONDES BY CHOICE: Gotham comedy-drama, with Claire Windsor,
Allan Simpson, Walter Hiers, Bodil Rosing, Bess Flowers, Leigh Willard,
Jack Gardner, Louise Carver, Mai Wells, Alice Belcher and Joseph Bel-
mont. Directed by Hampton Del Ruth. Released October 1. Length
6,987.

TYPE AND THEME: This one's largely comic , almost farcical at times.
But there’s serious action, too. It concerns a young woman who has the
temerity to start a beauty parlor in a slow little town, and starts off with
her accidentally meeting a young man associated with a company desirous
of buying land which she owns. The Ladies’ Aid Society is against the
beauty shop, but when the young man’s mother, at a party on her yacht,
affirms the value of marcels, the shop begins to boom. Ultimately the young
man puts over a splendid deal for the land — and is equally successful in
acquiring the cncner for himself.

BY WHOSE HAND?: Columbia mystery-drama, with Ricardo Cortez,
Eugenia. Gilbert, J. Thornton Baston, Tom Dugan, Edgar Washington
Blue, Lillianne Leighton, William Scott, John Steppling and De Sacia
Mooers. Directed by Walter Lang. Released September 15. Length 5,432.

TYPE AND THEME : At an elaborate party, the lights suddenly go
off, and Mrs. McShane loses her necklace. But that’s ahead of the story:
Peg, ivhose breeding makes her position as night club entertainer rather
incongruous, meets Smith, a wealthy society man, and both meet Widow
McShane. The latter gives a party, at which furtive glances and many
telephone calls lend the air of mystery. Then the darkness — and stolen
jewels. When the theft is discovered, the necklace passes to many hands
in weird goings-on, with Peg trying to shield Smith. The thief is found,
however, and Detective Smith embraces Peg.

BUTTONS: Metro-Goldwyn-Mayer drama, with Jackie Coogan, Lars Han-
son, Gertrude Olmstead, Paul Hurst, Roy D’Arcy, Polly Moran, Jack Mc-
Donald and Coy Watson, Jr. Directed by George Hill. Released December
24. Length 6,050.

TYPE AND THEME: The fast-growing youngster Coogan is brilliantly
supported in this one, and the story is a thriller as well as a "juvenile.”
Trained for the sea. Buttons looks upon a certain captain as on a god.
But when he does take to the ships, the captain puts him in the brig for
ringing a false fire alarm (which he’d done only to warn the captain that
another fellow ivas making up to his fiancee). Then an explosion wrecks
the ship, and Buttons, being among the rescued, once more struts proudly
behind his idol.

ENEMY, THE: Metro-Goldwyn-Mayer drama, with Lillian Gish, Ralph
Forbes, Ralph Emerson, Frank Currier, George Fawcett, Fritzi Ridgeway,
John S. Peters, Karl Dane, Polly Moran and Billy Kent Shaefer. Directed
by Fred Niblo. Released - Length

TYPE AND THEME: A war story about those left behind, the locale
being Vienna. Carl and Bruce, students and fond friends, love Pauli,
daughter of their beloved professor, but it is Carl Pauli loves, and Bruce
blesses them. Then comes tear, and quarreling, Bruce leaves to fight for
his England, while Carl, after wedding Pauli, joins his Austrian regiment.
The rest takes Pauli and her father through years of want and degrada-

Here is how Jerome Safron, manager of F B O’s Philadelphia
exchange, decorated the lobby of his exchange to make it
appear like a theatre entrance in preparation for F B O’s
Grand February Jubilee.

tion, a condition due in part to the old man’s pacifism. All, however, are
happily reunited in the end.

GIRL FROM CHICAGO, THE: Warner Brothers melodrama, with Conrad
Nagel, Myrna Loy, William Russell, Carrol Nye, Paul Panzer and Erville
Alderson. Directed by Ray Enright. Released November 5. Length 5,978.

TYPE AND THEME : The girl from Chicago is from the South and the
place she goes to is New York. Nevertheless, she is called the “ girl from
Chi” by the gang upon which she is spying to save her brother, who is in
danger of execution for murder. Of the two gangsters who fall in love
with her, one is really a detective. The true murderer is found, the
brother saved in a furiously exciting climax, and — all’s well.

GOOD TIME CHARLEY : Warner Brothers drama, with Warner Oland,
Helene Costello, Clyde Cook, Montague Love, Julanne Johnston and Hugh
Allan. Directed by Michael Curtiz. Released November 12. Length 6,302.

TYPE AND THEME: The story of a “ trooper ” (whose tears are all
on the inside) and of his daughter. His theatrical friends call him Good
Time Charley, but he suffers immeasurably ivhen his wife is killed by
scenery rigging, the result, though he knows it not, of trying to escape
from a certain Hartivell. The daughter, Rosita, grows to beautiful woman-
hood and marries Hartwell’s son. He deserts her, hmvever, and she wins
fame as a stage star in Europe. When she returns, finding her father in
an actors’ home, she brings back the good times for Good Time Charley —
with a beloved young actor to help her,

HONEYMOON HATE : Paramount comedy-drama, with Florence Vidor,
Tullio Carminati, William Austin, Corliss Palmer, Shirley Dorman, Effie
Ellsler and Genaro Spagnoli. Directed by Luther Reed. Released Decem-
ber 3. Length 5,415.

TYPE AND THEME: A whimsical yarn, verging on the farcical, yet
strange as it may seem, affording a typical role for the regal Vidor. As
for the story, it is little thicker than necessary to shrill: how the imperious
Gail Grant is won and subdued by an Italian prince in Venice. Their
honeymoon hate is the result of his umvillingness to be an obsequious
husband. In trying to win his admission of abject love, she feigns an
affair with another man, winning only his consent to a divorce thereby.
He quickly learns the truth, however, and honeymoon hate dissolves in love.

LOVELORN, THE: Metro-Goldwyn-Mayer (Cosmopolitan) comedy-drama,
with Sally O’Neil, Molly O’Day, Larry Kent, James Murray, Charles
Delaney. George Cooper and Allen Forrest. Directed by J. P. McCarthy.
Released Length 6,110.

TYPE AND THEME: A story from and by Hearst’s "advice to the
lovelorn” lady, Beatrice Fairfax. Georgie and Ann, sisters, strain the
sisterly tie over a breezy felloiv named Bill. Then deciding to clear matters
up, they go to Bill’s home, only to find him gone and a note saying he
couldn’t marry any girl. So they recall their former suitors and decide
never to quarrel again. What’s more important is that Mr. Hearst is
syndicating a word version of the tale.

LOVES OF RICARDO, THE: FBO drama, with George Beban, Mika
Aldrich, Kenneth Gibson, Jack Singleton, Jane Star, Albano Valerio and
Soligia Lee. Directed by George Beban. Released Length

TYPE AND THEME: She discovered too late that the man she loved
was not her husband. But the story is rather that of Ricardo, who brought
her up from childhood. Into their small tenon life comes the dapper Steve
and just as Ricardo was planning to propose marriage to Annetta, she
accepts the newcomer’s. But soon after the wedding, Annetta confesses
her love for Ricardo, and leaving them the store, he goes away. Then
Annetta learns of Steve’s other wife and she goes to live with the Marti-
nellis. It is in trying to extort money from Mrs. Martinelli that Steve is
killed, allowing Annetta to go to the arms of the returned Ricardo.

ON TO RENO: Pathe farce-comedy, with Marie Prevost, Cullen Landis,
Ned Sparks, Ethel Wales and Jane Keckley. Directed by James Cruze.

Released January 2. Length

TYPE AND THEME: This is farce, concerning itself with a young
husband and wife who are becoming estranged over money matters. ‘ A
stenographer, Vera, overhears her bosses’ client, Mrs. Holmes, say she
can’t stay in Reno the necessary three months, offering $1,000 to one who
will impersonate her there. Vera talces the job. Holmes, not knowing,
soon comes. Then Bud, misunderstanding, also comes. Then Mrs. Holmes.
But after a lot of dashing and hiding and explaining, all ends well.

PRETTY CLOTHES: Sterling drama, with Jobyna Ralston, Gertrude Astor,
Johnny Walker, Lloyd Whitlock, Charles Clary, Jack Mower and Lydia
Knott. Directed by Philip Roeen. Released October 15. Length 5,500.

TYPE AND THEME: Another tale of another girl who likes pretty
clothes. She meets wealthy young Thorpe at a fashion show and they fall
in love. But Thorpe, Sr., who has Bennett to watch over his son lest a
woman’s wiles- increase the overhead, arranges for the latter to compromise
Marion. As a result, the young lovers quarrel, but brought together at
the death bed of Marion’s mother, their hearts are rejoined, presumably
forever.

SHANGHAI BOUND: Paramount melodrama, with Richard Dix, Mary
Brian, Charles Byer, George Irving, Jocelyn Lee, Tom Maguire, Frank
Ghew, Tom Gubbins, Arthur Hoyt and Tetsu Komai. Directed by Luther
Reed. Released October 15. Length 5,515.

TYPE AND THEME: Laid in China, this one builds a tale of danger,
courage and love around the rebellious spirit of the times. Dix is captain
of a dirty freighter plying the Yangtse. In a cafe he comes in contact
with Louden, who owns the ship line, and his daughter, Sheila. Food
riots break out among the poverty stricken Chinese, and Dix, taking com-
mand of the situation, saves the Louden party, being thrown for dead off
a boat in the course of rescue. Believing him dead, Sheila realizes her love
for him. But does he live? Yes.

SILK LEGS: Fox comedy-drama, with Madge Bellamy, James Hall, Joseph
Cawthorn, Maude Fulton and Margaret Seddon. Directed by Arthur
Roe son. Released December 18. Length 5,446.

TYPE AND THEME: Explaining how a pretty girl may be a good
salesivoman. Ruth is a stocking drummer, but somehow her orders get
cancelled. At Atlantic City in a one-piece swimming suit, she finds out
why. Phil, who sells for a rival firm, unshing to impress her and ignorant
that his victim was she, describes how he was responsible. Ruth makes
him her mark and soon has a chance to trim him, partly by bribing man-
nequins to wear her goods, but most effectively by wearing ’em herself.
Phil loses the order, but the conquering Ruth is herself yet conquered,
promising to quit the field and take orders only from him thereafter.

December 31, 1927

EXHIBITORS HERALD

39

PRESS SHEETS

CIRCUS, THE (United Artists) : This is one
of the most complete press sheets yet received
and it is full of material to help every exhibitor
sell the picture regardless of where he may be
located or what his exploitation problems may be.
It is pointed out in the sheet that the ideas con-
tained therein are copyrighted by United Artists
Corporation, and are to be used only for the ex-
ploitation of THE CIRCUS, which was written,
directed and played by CHARLIE CHAPLIN.
Teasers in the forms of circus tickets, free tickets
to the theatre, etc. are printed. An old-time
circus herald is shown and can be copied to be run
as an ad, as a herald, in teasers, window cards,
etc. Orchestra scores and music cues are supplied
with the film. The former may be rented or
bought, but the latter is free. A list of books
on circus life is given for tieups with the library,
and ideas for tieups with ice cream manufac-
turers, etc. Fifteen examples of copy for co-
operative ads are described and they are good.
Many stills and colored cards of all sizes are in-
cluded.

CONEY ISLAND (FBO): The Bradley Knit-
ting Mills are cooperating with exhibitors on this
picture by having merchants who sell their prod-
ucts make special displays when the film is being
shown in your town. Don’t fail to check on this.
A novelized version of the story is obtainable.
Copy can read “The world’s mightiest playground
— CONEY ISLAND,’’ and teasers can be used in
this way, “Where are the crowds the largest ?” — ■
“Where is the color brightest?” — “Where is con-
fusion wildest?” — “Where is romance keenest?”
Mark every road leading to your theatre with a
red arrow containing the words, “This way to
Coney Island.” Tieup with hot dog stands by
printing on their napkins, “Life’s a feast of pleas-
ure in Coney Island, which is now shown in the
photoplay running at the theatre.”

FRENCH DRESSING (First National) : Plaster
the opening billboards with this teaser, “What ?
No Dressing?”, and use it on the throwaways,
house letters, etc. Then follow with this, ‘What?
No French Dressing? Spicy Comedy Drama at

the theatre (dates) “With

grocery or food stores, displays of nationally-
known salad dressings, with these captions, can
be used, “Everyone likes French dressing: you

can buy it here, and can see it at the

theatre — ,” or “For health and happiness

there is nothing like French dressing, see it at

the theatre ” Two principals in

the story are supposed to be members of the
Legion of Honor. If there is any one in your
city having this distinction the newspapers will
direct attention to the picture, and should run
stories about them. A French cabaret scene may
be staged as a prologue. There is no divorce
granted in French Dressing, but the fact that the
subject is used in the plot justifies some stories
in the papers on "Paris Divorces” or on any
discussion of the divorce question.

HER WILD OAT (First National) : The gov-
ernment is doing everything to boost the air
mail, and as Colleen Moore, the star of the film,
uses an airmail plane and pilot in the picture, tie-
up with the postmaster in any way possible. Also
a Yellow taxi is shown plainly in some of the
closeups, and if you have any of these companies
in your town they might consent to place ban-
ners on their cabs reading, "Colleen Moore uses

a Yellow taxi in ‘Her Wild Oat’ at the

theatre, which plays there You can use

them every day with profit.” "Should a girl spend
all her savings on one big fling for her vacation ?”
would be a good title for a newspaper article or
contest. Teas ere can read, "She Knows Her Oats

—Colleen Moore in ‘Her Wild Oat’ at the

theatre,” or “It’s harvest time now at the
theatre, where Colleen Moore reaps a harvest of
laughs in ‘Her Wild Oat.' ” Here is a real new
one in popularity contests, try to find out who
is the most popular waitress in the city, and use
all the known methods of telling the world about
the contest.

LOVEI (M-G-M) : This is from the famous
“Anna Karenina,” by Count Lyof N. Tolstoi,
and has as the two principal players John Gilbert
and Greta Garbo. There are three pages of ex-
ploitation and a special women's page, and the
"official” theme song for the film is “That Melody
of Love.” A crossword design showing two
hearts, can be ran, and a free tabloid serializa-
tion completely illustrated is offered for news-
paper service. Many sets of teasers are shown
and described. A suggestion for a newspaper
contest or story is “At What Age Is Love Deep-
est and Most Sincere?” Tieup with song pub-
lishers. book, and drug stores. Run a contest to
see who can write the most interesting love let-
ter. This sure will have everyone in town reading
about the picture if it is handled right, and get

an inquiring reporter to question people on love
affairs, ideas, problems, etc., and give publicity
to those who want it. Many different sizes, de-
signs and ideas in posters, cards, teasers are
shown.

ON YOUR TOES (Universal) : A good 24
sheet showing two fighters in the ring should
sell this picture to those who like a contest, as
the story is about the prize ring and fighters.
Cut out cardboard boxing gloves, paint a letter
from the title on each one, and then hang them
in front of your theatre so that they spell out
“On Your Toes.” Be sure to invite the sporting
editors, and if possible get out a “fight extra”
tabloid. Rig up a megaphone near the box office,
get the electrician to hook it up with a phone that
is placed somewhere out of sight, and have an
announcer give the details of the scrap that is
taking place in the picture. Tieup with sport-
ing goods stores, and with shoe stores, using the
copy, “Keep On Your Toes with our footwear,
and then see how Reginald Denny does it in the
picture ON YOUR TOES now playing at the

theatre.” Offer prizes for the best

mustaches grown during the week preceding the
run of the film, and have the winners on the
stage at the initial performance.

THIRTEENTH HOUR, THE (M-G-M): A
black velvet sports and afternoon ensemble worn
by Jacqueline Gadsdon, star in this film, is shown
and described in this press sheet. If clothes won’t
attract women, then nothing else used for ex-
ploitation will, and this cut ought to attract
attention from all of them. Also, this press
sheet is just full of unusually good suggestions
that are inexpensive to carry out, but certain for
attracting attention to the fact that you are
playing THE THIRTEENTH HOUR. Feature
Lionel Barrymore, who plays the principal role;
and give away free tickets to those people who
live in houses bearing the number “13” or a
combination of the number.

WILD GEESE (Tiffany-Stahl) : Be sure to run
a synopsis or some prepared reviews of this story
previous to its showing, and to state that it was
a $13,500 _ prize story written by Martha Ostenso
for the Pictorial Review, in which it ran serially.
An old Chinese proverb says "One look is worth
a thousand words” and all showmen should not
overlook the fact that pictures, stills, and posters

may sell a picture when columns of print won’t.
Tieup with sporting goods stores and book stores,
and "dress” the lobby in farm clothes.

WIZARD OF THE SADDLE (FBO): Arrange
with the newspapers to run an essay contest
for the school children on “My most exciting
outdoor experience,” and give tickets as prizes
for the winners. Ask the Boy Scout officials if
they will allow and will supervise a first-aid
demonstration to be staged before each show.
Offer free tickets to the ten boys in your town
who look most like Buzz Barton, who is the boy
star in the film. Spring a one-man parade by
having a youngster dress up like Buzz Barton
and strut around town on a broomstick, or
better, get a horse for him to ride.

WIZARD, THE (Fox) : Place a small monkey
in a cage, which can be either paraded around
town or placed on the sidewalk in front of your
theatre, and print the following copy for display
or throwaways in connection with this ballyhoo,
“Was Darwin right? This fascinating subject is
shown from a different angle in ‘THE WIZARD’

which will be shown at the theatre

(dates).” Where the question of anthropological
evolution is too risky to use, try this script "Wild
Animal 1 Ferocious. Do not handle, feed or
annoy. This ape-like creature is wild, if you do
not believe it ask him. Why is he wild ? Because
he cannot see THE WIZARD which is now play-
ing at the theatre. A William Fox

photoplay.” The term “wizard” can also be used
in a number of ways in copy for merchandisers.

WOLF FANGS (Fox): This is a dog story and
some ideas for a dog parade or contest are : whose
dog in town is the most intelligent? Who has the
best bred dog in town ? What dog does the most
tricks ? Who has the biggest, the smallest, the
youngest, the oldest dog, etc. ? Have a photo
contest, giving prizes for the best dog pictures.
These need not be only dog portraits, but pictures
in which dogs are shown in any manner. A good
dog short might be used as a trailer for this
film. Tieup with the local photographer in con-
nection with the photo contest. Animals, particu-
larily dogs, appeal to most children and there-
fore an essay contest should get attention. A
thematic cue sheet service for all Fox films is
announced.

When Fox Films began construction on its new Milwaukee exchange a
cornerstone laying ceremony was held on Dec. 21, with the following people
in attendance : (front) F. G. Sliter, manager; (left) E. P. Vollendorf, assist-
ant manager; (back, 1. to r.) Miss N. A. Spencer, cashier; Marion Otradovec,
biller; Roy Thate, poster clerk; E. Gavin, Phil Dunas, N. R. Scheinbaum,
salesmen; James Andrus, secretary; Eddie Ishmael, night shipper; Harry
Riskin, shipper; Lorraine Schowalter, Mildred Moll, stenographers.

40

EXHIBITORS HERALD

December 31, 1927

AVAILABLE ATTRACTIONS

The key to abbreviations used in denoting the type
of picture:

C — Comedy F — Farce

D — Drama M — Melodrama

R — Romance W — Western

M y — M ys tery

Where the picture is a comedy-drama, comedy melo-
drama, etc., there is a combination of these abbrevia-
tions. Stars denote reissues.

New

Title Players Length Released Pictures

Allas the Lone
Wolf (D)

Columbia

Blood Ship, The (M)

By Whose Hand? (MyD)
College Hero, The (CD)
Isle of Forgotten

Women (D)

Opening Night, The (D)
Sally In Our Ally (M)_

Stage Kisses (D)

Tigress, The (M) —

Warning, The (M) -

-Lytell-Wilson

-Bosworth-Logan

• Cortez- Gilbert

-Agnew-Garon ...

.Tearle-D. Sebastian
.Windsor-J. Bowers...
.Mason-Alien

.5831...

-6843-

-5432..

..6628..

..Sept.

.Harlan-Chadwick

.Holt-Revier

.Holt-Revier

6892 -.Sept.

.5791..

Excellent

Bowery Cinderella (D).... O’Malley-Hulette

Broadway Madness De la Motte-Keith

Nest, The (D) Frederick-Herbert

6300..

Stronger Will, The Percy Marmont

Your Wife and Mine Phyllis Haver 5867 Sept.

FBO

Adame in the Sky (M)— Luden-Lynn Dec.

Bandit’s Son, The (W)....Bob Steele 4765 Nov.

Breed of Courage (D) ....Ranger 4910 Aug.

Boy Rider, The (W) .Buzz Barton 4858 Oct.

Cherokee Kid, The (W).. Tyler- Lynn 4837 Oct.

Chicago After Midnight

(M) Ince-Mendez ..

Clancy’s Kosher

Wedding (CD) .George Sidney-

Coney Island (D) — Lois Wilson. .

..Mar.

Coward, The (D) .Warner Baxter..

-5093-

Desert Pirate (W)...
Driftin’ Sands (W).
Flying U Ranch,
The (W)

Gambler’s Game,

The (W)

Tom Tyler-

.Bob Steele-

_Tom Tyler-

..Tom Tyler-

.4913..

..Sept,

Gingham Girl, The (C) Lois Wilson

Great Mail Robbery,

The (M) — Von Eltz-Nelson

Harvester, The (D) Orville Caldwell

Hook and Ladder

No. 9 (D) Ed Heame.

In a Moment of

Temptation (M) -Kit Guard

-6300..

.6507..

..Oct.

-.7014 Nov. 23—

-5240-

Jake the Plumber (C) Jesse D’Vorska 5186 Oct.

Judgment of the

Hills (D) — -Darro-Valli 6481 Nov.

Legionnaires in

Paris (C) - -Cooke- Guard —Dec.

Little Mickey Grogan

(D) Frankie Darro 6515 Jan

Mojave Kid, The (W) .Bob Steele

Moon of Israel (D) Maria Corda

Not for Publication (M)-Ralph Ince

Racing Romeo (D) Red Grange

Ranger of the

North (D) Ranger

Shanghaied (M) Ralph Ince..

.6140..

Slingshot Kid, The (M)— Buzz Barton

South Sea Love (D) Patsy Ruth Miller-

Swith Shadow, The (D) -Ranger
When the Law Rides

(W) Tyler-Darro

Wizard of the

Saddle (W) Buzz Barton..

.4941...
.6004...
_ 4886-

Title

Players

New

Length Released Pictures

First National

-Oct.

American Beauty (D) Billie Dove-

Breakfast at

.6333..

..Oct. 9-

—Nov. 19
—Nov. 12

Sunrise (CD) Constance Talmadge 6042 Oct. 23-

Camille (D) .Norma Talmadge 8692 Sept. 4

Chaser, The (C) — Harry Langdon Feb. 12

Crystal Cup, The (D) Mackaill-Mulhall 6380 Oct. 16 Nov. 12

Drop Kick, The (D) Barthelmees 6802 Sept. 25

French Dressing (D) Lois Wilson 6344 Jan. 15

10—

..Dec. 3

15-

...Dec. 31

9

. 27...

..Dec. 3

14

3

2

21

26...

—Dec. 3

10

1

1

. 1

20

. 1

18...

..Dec. 10

20...

..Dec. 10

7

23—

—Dec. 3

30

..Nov. 26

4

17

13—

..Dec. 17

21

15...

..Dec. 17

25—

...Dec. 24

1

..Dec. 17

4

30

2—

.Nov. 26

15

23...

..Nov. 19

13...

Dec. 3

. 18

16...

—Dec. 3

6

.Nov. 12

27...

..Dec. 10

30...

...Dec. 17

. 25

31

..Dec. 10

9

19....

. 4—

—Dec. 10

10—

...Nov. 12

Gorilla, The (My) Murray-Kelsey

Gun Gospel (W) —Ken Maynard —

Private Life of Helen of

Troy, The (CD) — Maria Corda ....

Her Wild Oat (CD) Colleen Moore

Home Made (C) Johnny Hines

Life of Riley (C) Murray-Sidney

Love Mart, The Billie Dove.

( Previous title: Louisi-
ana)

-7133 -Nov. 13-

-.6288 Nov. 6—

7694 Jan. 8—

6118 Dec. 25...

6524 Nov. 20„

6712 Sept. 18

7388 Dec. 18

—Dec. 10
...Nov. 26
...Dec. 17

..Dec. 24

Dec. 3

...Nov. 26

...Hughes-Astor

West (D) _.Mary Astor..

-.5542 Nov. 27.

Jan. 29.

.6431 Oct. 30...

.6214 Sept. 4

.6477 Oct. 2-

Jan. 22.

....Nov. 26

Dec. 10

._ .Nov. 12

Nov. 19

Dec. 24

4892 .Dec. 11 Dec. 10

-Dec. 24

..Jan. 22 Dec. 24

First Division

Death Valley (W) Carroll Nye 5900..

Finnegan’s Ball (C) Mack Swain 6750-

Love in a Cottage. Betty Compson

Merry Wives of Windsor„Pauline Garon

Polly of the Movies Gertrude Short 6900.

Ragtime (D) — De la Motte 6700-

Return of Boston

Blackie (D) — Glenn-Palmer 5700 Aug. 1

Say It With Diamonda Betty Compeon 6900 Aug. 15

Temptations of a Shop

Girl Betty Compson Oct. 16

..Oct. 1
..Sept. 15
..Dec. 1
-Dec. 16
..Nov. 1

-Sept. 1 Nov. 26

..Francis-O’Day

.8188-

Hills (D)

mile. Brother,

Smile (CD) Mulhall-Mackaill 6669 Sept. 11

exas Steer, A (CD) Will Rogers 7419 Dec. 4 —

Valley of the

Giants (D).., Milton Sills..

..Jan. 1 Dec. 3

-Dec. 8

Arizona Wildcat,
The (W)

-Tom

Branded Sombrero, The

(W) — -

i Sills

Dec. 11—

—Dec.

24

Fox

..4665..

—Nov. 20...

...Nov,

19

4777-

Sept. 25

4556...

Nov. 13

...Nov.

12

_ 4612.

6078.

Aug. 28

Aug. 14

Jones —

-5333..

Chain Lightning (W) Buck Jones...

Come to My House _ , ,onn

(CD) — — ... Olive Borden 4300

East Side, West

. Dec. 25

Side (D)..

O’Brien-Valli

8154 Oct. 9

5000 Jan. 15

-.5524 Sept. 25

Victor McLaglen Jan. 29

$5,000 Reward (W) Join Mix

Gay Retreat, The (C). Cohen-McNamara

Girl in Every Port,

HithSchool''HTro'7cr.-:PhiWs-Stuart 5515 \\

?H°onoary pfrs t 18

Joy Girl, The (CD) £hve Borden..

Ladies Must Dress (CD) ..Virginia VallL -

Loves of Carmen (D) M'Lagten-Del Rio™

Paid to Love (D) O Brien-Valli

Pajamas (CD)

Publicity Madness (tju
Seventh Heaven (R).._

♦Shame (M)

Sharp Shooters

Borden-Gray

..Farrell-Gay nor

"John Gilbert

Silver Valley (W) Tom Mix

Singed (D) - Baxter-Sweet __

*St. Elmo (M) — - John Gilbert

Tumbling River (W) Tom Mix-Dwan

‘Truxton King

6162

...Sept. 18

.5599

...Nov. 20..

19

.8538

..Sept. 4

..6898

-Aug. 4

... 5876

..Oct. 23

5893

... Oct. 2

. .10726—

-Oct. 30

... - 5467

...Nov. 27-

—Nov.

26

5446

...Dec. 18..

Dec.

31

6009

...Oct. 2...

—Dec.

17

. 5792

...Aug. 21

...4943

...Oct. 9

4675

..Aug. 21

4299

...Oct. 30

.6293

...Sept. 11

...5620

...Nov. 6—

...Nov.

12

-.11109— .Aug. 28

Two Girls Wanted (CD). Janet Gaynor

Very Confidential (CD). -Madge Bellamy

What Price Glory (CD)-McLaglen-Lowe ..

Wizard, The (MyD) Lowe-Hyanie 5629 Dec. 11

Wolf Fangs (D) .Thunder (dog) 5531. Nov. 27

Woman Wise Russell-Collyer - 5050 Jan. 8

Gotham

..Mae Busch

Gravee-OImsted

.Percy Marmont —

Bare Knees (D)

Blondes by Choice (C)— Claire Windsor
Cheer Leader, The (CD).

’Frisco Nights (D) — .....

Previous title : Fruit
of Divorce

Girl from Rio, The (D)

Rose of Kildare,

The (D) —

Satin Woman, The (D)..

United States Smith (D)

6000 Feb. 1

6987 Oct. 1...

5800 Nov. 15

6200 Dec. 1-

..Dec. 31
..Dec. 10

..Carmel Myers 5950 Sept. 1 Nov. 26

Helene Chadwick 6700 Aug. 15..

Mrs. Wallace Reid 6750 Aug. 1—

All Star Cast 7000 Jan. 1

...Nov. 19
...Nov. 19

Metro-Goldwyn-Mayer

Adam and Evil (CD) Cody-Pringle 6667 Aug. 27

Adventurer, The (W) Tim McCoy 4709 Dec. 10

After Midnight (D) Shearer-Gray 6312 Aug. 20

Annie Laurie (D) Lillian Gish 8730 Sept. 17

Becky (CD) Sally O’Neil 6439 .Nov. 12-

Ben Hur (M) Ramon Novarro 12000 Oct. 8

Big City (D) Lon Chaney.

Big Parade, The ( M ).... Gilbert- Adoree 12550 Sept. 10

Body and Soul (D) Kerry-L. Barrymore 5902 Oct. 1 Nov. 26

Bridal Night, The (D).... Norma Shearer .Dec. 81

...Nov. 26
Nov. 12

December 31, 1927

EXHIBITORS HERALD

41

Title

Players

Bugle Call, The (D) Jackie Coogan

Buttons (CD) Jackie Coogan

Certain Young Man

A (D) JTovarro-Adoree

Cossack. The (D) John Gilbert.

Divine Woman, The (D)..Garbo-Hanson

Fair Co-ed, The (CD) Marion Davies

Foreign Devils (W) Tim McCoy

Garden of Allah,

The (D) — Terry-Petrovitch

Forbidden Hours (D) Novarro-Adoree

In Old Kentucky (D) J. Murray-H. Costello..

Law of the Range,

The (W) — McCoy-Crawford

London After Midnight
(D)

_Lon Chaney

Lovelorn, The Sally O’Neil

Man, Woman and

Sin (D) John Gilbert

Mockery (M) Lon Chaney —

{Previous title : Terror )

Patsy, The (CD) Marion Davies.

Quality Street (D) Marion Davies

Length

Released

Mew

Pictures

5891

6050

..Dec, 31

..Sept. 24

6408

4658

8156

...Nov. 19

6646

-Oct. 29—

-Nov. 26

5687

—Dec. 17

7365

6110

. Jan. 2
..Dec. 17...

..Dec. 31

.6280

5967.

_Aug. 18

7627

..Jan. 28

Road to Romance, The

(D) Novarro-Day 6681 Sept. 24

Rose Marie J. Murray-Crawford.

Spring Fever (C) William Haines 6705 Oct. 22

Spoilers of the West

(W) Mc-Coy-Daw 6280-

Student Prince, The (R)-Novarro-Shearer 9566-

Tea for Three (C) Cody-Pringle 6273-

Thirteenth Hour,

The (D) Lionel Barrymore 5252 Nov. 26-

West Point (CD) Haines-Crawford Jan. 21

..Dec. 10-
-Jan. 25
..Dec. 10-

...Nov. 12
...Dec. 24
—Dec. 24

—Dec. 8

Paramount

Beau Geste (M)..

Beauty Doctor, The —

Chang (D)

City Gone Wild

•Covered Wagon,

The (M)

Doomsday

Fireman Sava My
Child (C)

Gentlemen Prefer

Blondes (C)

Gentleman of Paris,
A (CD).

Get Your Man (CD) —
Glory Girl, The (GD).
Honeymoon Hate (CD)

Honky Tonk (M)

Hula (CD)

UFA _ -

Mar. 31

...6951

Sept. 10

9879..

Aug. 1

6536-

Jan. 7

...(Jungle Life)

.. . 6536..

Sept. 3

5408..

Nov. 12

7447-

Aug. 6

Feb. 18

Feb. 25

5899

.6276

Jan. 28.

699.7

5889 .

...Dec. 10

5415

Feb. 26

5869

Aug. 27

_Fred Thomson

8656.

Oct. 22

-Special Cast

.6940...

-Nov. 26

Nov. 12

Dec. 10

—Dec. 31

Last Waltz, The (D)_

Legion of

Condemned, The. Wray-Cooper Mar. 10

Love and Learn Ralston-Chandler Jan. 14

Mme. Pompadour (D) Moreno-D. Gish 7180 Aug. 18-

Metropolis (D) Special Cast 8039 Aug. 13

Nevada (W) Cooper-Todd 6258 Sept. 10

Now We’re in

Dutch (C) Beery-Hatton Jan. 14

Old Ironsides (D) Beery-Bancroft-Farrell-

Ralston — Mar. 3

One Woman to

Another (CD) Vidor-Shotwell

Open Range (W) Lane Chandler

Partners in Crime (C) Berry-Hatton .

—Nov. 26

.4022 Sept. 24

..5599 Nov. 5

Mar. 17

Red Hair (CD)..

Santa Fe Scout,
The (W)

Serenade (D).

Shanghai Bound (D)_

She’s a Sheik (C)

Shootin’ Irons (W)

Soft Cushions (C)

Speedy (C)

Spotlight, The (CD).

Street of Sin (D)

Stark Love (D)

Tillie’s Punctured Ro-
mance

Traveling Salesman
Two Flaming
Youths (C)

Underworld (M)

Way of All Flesh,

The (D)

We’re All
Gamblers (D)

Wife Savers (C)

Woman on Trial (D).

Title

Players

New

Length Released Picture*

Pathe

Almost Human (CD)

Angel of Broadway,

The (D)

Ballyhoo Buster (W)

Blue Danube

Border Blackbirds (WD).

Bom to Battle (W)

Chicago (M)

Combat (D)

Country Doctor, The (D)

Cowboy Cavalier (W)

Desert of the Lost,

The (W).„

Devil’s Twin, The (W) _

Discord (D)

Dress Parade (D)

Fighting Eagle, The (M)

Flying Luck (C)

Forbidden Woman,

The (M)

Girl in the Pullman,

The (C)..._

Gold from Weepah(W)...
Golden Clown, The (D)...

‘Grandma’s Boy (C)

Harp in Hock, A (D)

His Foreign Wife (D)

Hidden Aces (M)

Hoof Marks (W)

Interferin’ Gent,

The (W)

Laddie Be Good (W)

Land of the Lawless,

The (W).„

Leopard Lady, The (M).
Let ’Er Go
Gallegher! (M)

..Reynolds

..Leatrice Joy

..Buffalo Bill, Jr

..Leatrice Joy

..Maloney-E. Gilbert

-Bill Cody

..Phyllis Haver

-Walsh-Adama

.Schildkraut

-Buddy Roosevelt

Wally Wales

•Leo Maloney

Dagover-Ekman

Boyd-Love

La Roque-Haver

■ Monty Banks..

— -Jetta Goudal—

.Prevost-Ford

Bill Cody

.Gosta Ekman

Harold Lloyd.

Rudolph Schildkraut...

Edna Murphy

Hutchison-Calhoun _.
Jack Donovan

Buffalo Bill, Jr

Bill Cody

■ 5596.

Dec. 26..

Dec.

24

6555-

... Oct* 3..

19

Jan. 8

Feb. 20

■ 5326..

Aug. 28

.4875..

Sept. 11

■ 5503..

March 5.

Dec.

24

5100..

Oct. 23

.7400-

Aug. 22

.5426-

Jan. 29

4933..

—Dec. 18

.5468..

Dec. 11

.8586..

Nov. 20

.6599-

19

.7972..

Aug. 29

.6403..

Dec. 5

.6568..

Nov. 7—

Nov.

12

Jack Padjan

Logan-Hale

Main Event, The (D)

My Friend from

India (F)._

Obligin’ Buckaroo,

The (W)..„

On to Reno (D)

Perfect Gentleman,

A (C) _...

Phantom Buster, ..

The (W)

Pieces of China.— _.

Ride 'Em High (W)

Roarin’ Broncs (W)

Rush Hour, The (C)

Stand and Deliver

Soda-Water Cowboy,

The (W)

Turkish Delight (C)

Walking Back (M)

What Price Beauty

(CD)

White Pebbles (WD)

Wise Wife, The (C)

Wreck of the Hesperus,
The (M)

.Junior Coghlan

Reynolds-Delaney ....

.Pangborn-Fair

.Buffalo Bill, Jr

.Prevost-Landis —

Monty Banks 6626 Jan. 15

...5867

Oct 31

19

— 4960

..Nov. 20

...7913

-Dec. 18

. — 4750.

-Dec. 11

5990

_Oct. 10

12

4890.

-Nov. 27

4620

4076

..Nov. 18

-—4864

..Aug. 21

-Jan. 1

. — 4131—

..Dec. 25

. — 6472..—

..Nov. 18—

..Nov.

19

5750

24

4575. ..

-Oct. 16

-

-Jan. 2

..Dec.

31

Roosevelt-Rayford ..
(Travel in China)..

Buddy Roosevelt

Buffalo Bill, Jr

Prevost-Ford

Rod La Rocque.

Wally Wales.

Schildkraut-Faye ..
Vera Reynolds

-5000...

.6000...

.4542...

4375-

-5880...

4546...

.5397...

Nita Naldi—

Walley Wales

Haver-T. Moore

Hale-De Grasse

.4485-

.5610...

Aug. 14

...Aug. 7
—Oct. 9
—Nov. 27
...Dec. 12
-Mar. 12

...Sept. 26
...Nov. 11
—Mar. 26

...Jan. 22
—Sept. 4

...Oct. 24 Nov. 19

...Oct. 81

Rayart

Casey Jones (CD)

Heart of Broadway,

The (D)

Heroes in Blue (M)_
Law and the Man,

The (D)

On the Stroke of

Twelve (M)

Wanderer of the

West, A (W)

Wild Bom (W)

— Price-Lewis Jan.

..Garon-Agnew

..Bowers-Rand

_ Santschi-Brockwell

,.D. Torrence

Jan.

- Nov.

-Dec.

Nov.

..Tex Maynard

..Tex Maynard

—Nov.

Dec.

Sterling

.UFA

Burning Up Broadway

(D) ...»

.H. Costello-R. Frazer

Jan. 80..

Dec.

3

.Jannings-Brent.

5400.

..Nov.

12

Pretty Clothes (D)

.J. Ralston-Walker

.5500.

Oct. 15..

Dec.

31

Stranded (D)

.Mason-Wm. Collier, Jr...

Aug. 16

-Fred Thomson

—Aug. 20

Tiffany-Stahl

-Negri-Hersholt ....

.... 7194

-Feb. 4

Girl from Gay Paree,

The (PI

5909

5233.

Sept. 15_

Nov.

19

-Menjou-Carver ....

6170

Haunted Ship,

5515

Or»t 1 5

The (M)

. Sebastian-M. Love

.4753.

Dec. 1

Lightning (W)

_J. Ralston-R. Fraser

.6049.

Sept. 1

Night Life (CD)

„ Day-Harron -

6235.

Nov. 1„

Dec.

8

Once and Forever (D)_

.Patsy Ruth Miller

6639.

Oct. 15—

—Nov.

12

Harold Lloyd

..Mar. 3

Streets of Shanghai

.Ralston-Hamilton

4943

—Nov. 19

Wild Geese (D)_

-Belle Bennett _

6448.

Nov. 15..

Dec.

24

-Jannings-Wray ....
.Special Cast

~ 6203

-Dec. 10
..Sept. 17

Woman Against the

.Daniels-Hall

..6124

..Sept. 17

5614

Oct 1

Nov

12

-Conklin-Bancroft

.6006

. Fields-Conklin

...Feb. 18

Universal

Dix-Stedman

...Feb. 11

Air Patrol, The (W).

.A! Wilson ..

4259.

5219

Alias the Deacon (CD)..

.Hersholt-Marlowe

.6869.

Jan. 22

Arlen-Brian

Back to God’*

-Adoree-Frazier

Sept. 4

...Nov.

....

Country (D)...._

.6751.

12

..Oct. 29

-Oct. 1

Border Cavalier,

The (W)

.Humes-Pieree

.4427.

Sept. 18

Buck Privates _

Lva Do Putti

-Meighan-Millner

6935

-Sept. 3

Call of the Heart,

The (W)

. Beery-Hatton

_ Pola Negri

5960...

—Jan. 7

Oct. 29„

Dec. 24

Cat and the Canary,

The (My)...

La Plante

7790-

Sept. 11-

—Dec.

17

42

EXHIBITORS HERALD

December 31, 1927

Title

Players

Length Released

New

Pictures

Cheating Cheaters (C).
Chinese Parrot, The
(MyD)

Clean Up Man, The

(W)

Cohens and Kellys

in Paris (C)

Desert Dust (W)

Fangs of Destiny (W)...
Fearless Rider, The

<W) — — -

Finders Keepers (CD) —

Foreign Legion (D)

Galloping Fury (W)

Hero for the Night, A—

Hey, Rube

Irresistible Lover,

The (CD)

Jazz Mad (D)

Les Miserables (M)

Lone Eagle, The

.Compeon-Harland

Nixon-Turner

Ted Wells 4232 Dec. 18

5623 Oct. 9 Nov. 26

7304 Oct. 23 .Nov. 26

.Sidney _

Ted Wells

Dynamite

Fred Humes

Laura La Plante
Kerry-Stone.

Hoot Gibson

Tryon-Miller

Hoot Gibson.

_ Jan. 1

..4349 Dec. 18 Dec. 17

.3295 -Dec. 4

.5503 -Nov. 20 Dec. 24

.5711 -Dec. 18

Man Who Laughs, The..

Man’s Past, A (D)

On Your Toes (C)

One Glorious Scrap

Out All Night (C)

Painted Ponies (W)

Rawhide Kid, (W)

Silk Stockings

Sky High Saunders-

Small Bachelor, The (C).
Straight Shootin’ (W) —

That’s My Daddy (C)

Thirteenth Juror,

The (D)

Kerry-Moran

Hersholt-Nixon

Gabrio-Toulont

Kent-Keane _...

Veidt-Philbin.

Veidt-Kent

Denny-Worth

Humes-Holmes

Denny-Nixon

Hoot Gibson

Hoot Gibson

Laura LaPlante ....

A1 Wilson

Beranger-Kent

Wells

Denny-Kent

..6958 Dec. 4 -Dec. 17

-.7713 Oct. 23

-5862 Sept. 18 .Nov. 12

-6135 .Dec. 25. Dec. 17

-.5918 Nov. 27

-4122 Nov. 20 Dec. 17

-6170 Sept. 4

-5416.— .Sept. 25 .Nov. 19

Jan. 29

..6166 Oct. 2 Nov. 19

..4393 Nov. 6

..6305 Nov. 6 Dec. 3

..4259 Oct. 16

13 Washington Square-

Three Miles Up

Wild Beauty (CD)

Wild Blood

Wolf’s Trail

Bushman-Nilsson .
Jean Hersholt.

A1 Wilson

.Rex

Rex.

Dynamite, the dog.

5598 .Nov. 13 Dec. 3

4041 Sept. 4

5192 .Nov. 27 Dec. 24

—4167 Oct. 2

United Artists

Circus, The Charlie Chaplin —

College (C) Keaton-Cornwall .

Devil Dancer, The Gilda Gray

Douglas Fairbanks as

the Gaucho Fairbanks

Dove, The (M) Norma Talmadge

Drums of Mary Philbin

Garden of Eden, The C. Griffith-Ray —

Title

Players

Length Released

New

Pictures

Magic Flame, The (M) Colman-Banky 8550 Sept. 24

My Best Girl (M) Mary Pickford .Nov .

Ramona (D) Del Rio Jan.

Sadie Thompson .Gloria Swanson - Dec.

Sorrell and Son .... , Warner-Nilsson Nov.

Tempest (M) John Barrymore Dec.

Warner Brothers

- Feb. 25

Across the Atlantic Blue-Murphy

Beware of Married

Men .Irene Rich 5421 Jan. 14

Brass Knuckles (D) Blue-Broneon — 6330 Dec. 3

Ginsberg the Great Jessel-Ferris Sept. 10

Bush Leaguer, The

(CD)

City of Sin, The -

Desired Woman, The
(M)

-Monte Blue

. Loy-Miljan-Wong

.6281 Aug. 20

...Rin Tin Tin

...Oldfield-Miller

5003 Oct. 29

6767 Sept. 18

.Syd Chaplin 6639 Nov. 7

.5978 .Nov. 5—

.5390 .Nov. 26

..Irene Rich 6408 Aug. 27

Dog of the Regiment,

A (M)

First Auto, The

Fortune Hunter,

The (C)

Girl from Chicago,

The (M) Nagel-Loy

Ginsberg the Great (C) Jessel

Glorious Betsy Dolores Costello.

Good Time Charley (D) Oland-H. Coetello 6302 .Nov. 12-

Ham and Eggs at the

Front (C) Wilson-H. Conklin 5613 Dec. 24

Husbands for Rent All Star 5200 Dec. 31

If I Were Single McAvoy-Nagel 6230 Dec. 17

Jaws of Steel (D) Rin-Tin-Tin 5569 Sept. 17

Jazz Singer, The A1 Jolson

Lion and the Mouse, The McAvoy-L. Barrymore

Little Snob, The May McAvoy Feb. 11

Missing Link, The (C Syd Chaplin 6485 Aug. 7

Old San Francisco (M) D. Coetello-Oland 7961 Sept. 4

One Round Hogan (M) Monte Blue 6357 Sept. 17

.._ Des. 31
..Dec. 31

Powder My Back (C) Rich-Ferris

—Mar. 10

Reno Divorce, A (D)

Rinty of the Desert.. ..

_Mav McAvov

5492

Oct. 22

Sept. 10

Sailor Izzy Murphy (F)._
Sailor’s Sweetheart,

A

6295—

. Oct. 8

5685-

Silver Slave, The (D)

.Rich-Ferris

6124...

Jan.

6412-

Sept. 3

Jan.

Tenderloin

When a Man Loves (R)

. Barrymore-D. Costello

10081

— Aug. 21

LETTERS
From Readers

A forum at which the exhibitor
is invited to express his opinion
on matters of current interest.
Brevity adds forcefulness to any
statement. Unsigned letters will
not be printed.

Eagle Eye Has Mailed It

BARABOO, WIS. — To the Editor: For
some unknown reason I failed to receive
the last issue December 17 of that maga-
zine a fella by the name of J. C. Jenkins is
always bragging about.

And inasmuch as I think as much of that
particular weekly magazine as J. C. does I
would very much appreciate it if you could
send me along a copy of that issue of the
Herald if you have a few extras.

Wishing the entire Herald staff a Merry
Christmas and a Happy and Successful
New Year, I am, A Herald Booster. —
Clark Wilkinson, Baraboo, Wis.

Accepts Nomination — Ballots Please

NASHWAUK, MINN.— To the Editor :
I notice Fhil Rand in the issue of Decem-
ber 17, made a motion to nominate me
as a committee of one to scalp the pro-
ducer percentage hogs. Without even
waiting for a second to your motion, Phil,
I accept with pleasure and you need not
furnish me with a “tommyhawk” as you
suggested. I will use my own, the same
one I have been using on them for years.
I am surprised that an exhibitor of your
ability and experience would even permit
them to talk percentage to you. They
don’t dare, not even by long distance phone

or letter, and all the big ones that I have
not played you can count on the fingers
of one hand.

I will start wielding the tommyhawk on
or about January 1. I will save the scalps
to hang on a tree at Alexandria, Minn.,
next summer when you and I and the
bunch can give vent to our feeling by
holding a war dance around said tree. I
know one guy that won’t be at our big
party next summer if he don’t quit pick-
ing on me and my “bullfoundland” pup.
Hoping this reaches the eyes of said of-
fender and wishing the Herald and the
Herald Family a Happy Christmas and a
Prosperous New Year, I remain, Your-
Flat-Rental Friend. — Crockett Brown,
Grand theatre, Nashwauk, Minn.

We Hope You Convince ’Em

WELLINGTON, O.— To the Editor : I
have received your two communications
and enclosures sent in response to my tele-
graphic call for help.

With the assistance of the matter which
you sent, I have prepared a 20 minute
speech and am now memorizing it.

Last week, at the Kiwanis Club, when
the Methodist minister (a new one here)
spoke on the subject of “crooks,” he in-
cluded the motion picture as one of the
contributing causes of the increase of crime
in this country. When he had finished I
arose and told the club that I felt that the
gentleman’s remarks, insofar as they re-
ferred to the movies, were very misleading
and were not founded on facts and that I
desired the speaker’s time at the next meet-
ing to prove that this was true. It was
granted me.

So you can see why I was in such a
hurry. Do you know that I telegraphed
you about the middle of the afternoon and
that the information requested of you was
delivered to me early the next morning.
That’s what I call service, and I am, in-

deed, very grateful to you. Very sincerely
yours.— W. J. Powell, Lonet theatre, Well-
ington, O.

We Know It Will Benefit

FOND DU LAC, WIS. — To the Editor:
May I take this opportunity to thank you
for your fine new article on our picture
and stock policy appearing in a recent is-
sue of your Exhibitors Herald.

I sincerely feel that, as a result of your
cooperation with me on this policy other
showmen may find something that will be
of value to them, should they face the same
situation that exists here.

Trusting that I may have the privilege
of thanking you again in person in the
near future, I am, Yours very truly. — W.
L. Ainsworth, Fond du Lac theatre. Fond
du Lac, Wis.

3,000 Shows Witnessed
By Patron in 8 Years

( Special to the Herald)

CHEROKEE, IOWA, Dec. 28.
— The story of the 1001 nights and
the glories revealed in the telling
of the tales to the old Sultan of
Arabian Nights fame, pales before
the record set up by Mrs. Wil-
helmina Alff, 85, of Cherokee,
Iowa, who has not missed a single
evening attending the motion pic-
ture shows in her town, in eight
years. She has seen almost 3,000
shows.

Mrs. Alff walks to and from the
theatre every night in rain, snow
or blizzard, and views the £lms
without glasses. Apparently, she
gets just as much or more thrill
out of pictures now as she did
when she Grst began to attend.

December 31, 1927

EXHIBITORS HERALD

43

CLASSIFIED

Advertising

Five cents per word, payable in advance. Minimum charge,
$1.00. Copy and checks should be addressed Classified Ad
Dept. Exhibitors Herald, 407 So. Dearborn St., Chicago, 111.

The Recognized N ational

Classified Advertising Medium

Theatre for Lease

THEATRE FOR LEASE— New modern brick
500 seat house, fully equipped, in Illinois town of
1,500. Just acquired Sunday shows making it a
7 day town. Owner taking rest account of ill
health. For full particulars address Box 227 Ex-
hibitors Herald, 407 S. Dearborn St., Chicago, 111.

For Sale

HOLMES portable projector, like new, $175;
cost $300. Has 1,000 watt bulb. Will ship for
examination. Address Box 485, Rochester, N. Y.

FOR SALE — Late Universal Motion Picture
Camera, five lenses, turrett head, tripod, leather
carrying case. Used only three months. Address
W. B. Crooks, Majestic Theatre, Benicia, Cali-
fornia.

FOR SALE— CIRCUS BLEACHER SEATS,
always a few hundred sections on hand. Five
to ten tiers high. New and used. Can be used
out or indoors. Made by experienced circus peo-
ple. We also rent Seats for all purposes. Penn
Bleacher Seat Co., Inc., 1207 West Thompson
St., Philadelphia, Pa.

Theatre Wanted

WANTED TO LEASE — Theatre in good town
under 10,000 population. State all in first letter.
Address Box 224, Exhibitors Herald, 407 S.
Dearborn St., Chicago, Illinois.

WANTED to lease with option to buy, theatre
in live town over ten thousand population. State
full particulars in first letter. Address Box 228,
Exhibitors Herald, 407 S. Dearborn St., Chicago,
111.

WANTED TO LEASE theatre in town of 10,-
000 and up, or would consider old legitimate house
with 700 or more seats in town of 25,000 and up.
Don’t care if closed. Address P. O. Box 422,
Terre Haute, Indiana.

Stationery

OPERATOR — wishes steady position with a re-
liable house, 18 years experience. Married, reli-
able, best of references. Address Fred T. Walker,
6247 Blackstone St., Chicago, 111.

THEATRE ORGANIST— Experienced on all
makes. Go any place. Mabel Young, Plaza Hotel,
North Ave. and North Clark St., Room 212-B,
Chicago, 111.

Theatre Chairs

HERE IS YOUR OPPORTUNITY to obtain
several lots of used upholstered theatre chairs
that we have on hand in Spanish leather; guar-
anteed condition at a very reasonable price. Also
5 and 7 ply veneer used chairs. Write us your
needs and we will be pleased to quote you prices.
Address Illinois Theatre Equipment Company,
12-14 E. Ninth Street, Chicago, Illinois.

ORGANISTS thoroughly trained and experi-
enced in theatre work. Men and women now
ready for good positions. Union or nonunion.
Write salary and other data. Address, Chicago
Musical College, 64 E. Van Buren, Chicago.

Gift Night Souvenirs

GIFT NIGHT MERCHANDISE: Over 300
fine novelties in our large free catalog at genuine
wholesale prices. Write today. No obligation.
Address Fair Trading Co., Inc., 307 Sixth Ave.,
New York.

Organs For Sale

SMITH UNIT THEATRE ORGANS: Fac-
tory rebuilt. Also Wurlitzers, Bartolas and See-
burg Pitz Organs. All factory rebuilt. Address
Perfection Theatre Equipment Company, 711
Wells Street, Milwaukee, Wisconsin.

FOR SALE: Bartola Pipe Organ. Used Wur-
litzer Pipe Organ, model U, very reasonable.
Cremona Pipe Organ used or new Keproduco Pipe
Organs. Address S. B. McFadden, Havana, Illi-
nois.

Projector Repairing

Equipment Wanted

WE PAY BEST prices for used opera chairs,
projection machines, ventilating fans, portable
projectors, etc. Movie Supply Company, 844
South Wabash Avenue, Chicago.

Equipment For Sale

HIGH GRADE, GUARANTEED USED
EQUIPMENT at very reasonable prices. All
makes of motion picture machinery such as Sim-
plex, Powers, Motiograph projectors, Powers high
intensity arc lamps, compensators of all kinds,
motors, and Mazda regulators. Also first class
overhauling done on all kinds of motion picture
equipment. An inquiry will bring a prompt quota-
tion. It pays to investigate. Address Joseph
Spratler, 12-14 E. 9th St., Chicago, 111.

BARGAINS — Pre-Inventory Sale — Bargains. We
have a very excessive stock accumulated in our
warehouse of theatrical equipment which must be
reduced, consisting of rebuilt projectors and gen-
erators, upholstered and veneered theatre chairs
in new and used, and other equipment. This
equipment must be disposed of before the first of
the year at very reasonable prices in order to
reduce our inventory. Write us your needs. Ad-
dress Illinois Theatre Equipment Co., 12-14 E.
9th St., Chicago, 111.

THEATRE Equipment bargains. Anything you
need, we have it. Big savings. Send for litera-
ture. Address Western Motion Picture Co., Dan-
ville, Illinois.

BEST REPAIR SHOP in the country for
overhauling and repairing projection machines,
ticket machines, motors, etc. Expert workman-
ship, prompt service, reasonable prices. Movie
Supply Company, 844 South Wabash Avenue,
Chicago.

BIGGEST AND BEST EQUIPPED REPAIR
SHOP in the South. Expert workmanship guar-
anteed on all projectors, motors, generators, etc.
Loan mechanism free. Address Monarch Theatre
Supply Company, Memphis, Tenn.

CHICAGO CLEARING HOUSE for Second
Hand Equipment. Seats, Rebuilt projectors of all
makes, Screens, Pianos, Organs and other mis-
cellaneous articles for the theatre. Address Illi-
nois Theatre Equipment Company, 12-14 E. 9th
Street, Chicago, Illinois.

“EVERYTHING FOR THE MOVIES.” Guar-
anteed Rebuilt Simplex-Powers and Motiograph
Projectors, Opera Chairs — Generators — Screens,
etc. Supplies and complete equipments. Lowest
prices. Cash or easy terms. Special bulletin
free. Monarch Theatre Supply Co., Memphis,
Tenn.

NEARGRAVUREMBOSO Process printed sta-
tionery, distinctive, special 250 letterheads and
envelopes type embossed $5.55 cash, postpaid.
Samples. Address Sollidays, Knox, Indiana.

Position Wanted

THEATRE ORGANIST at liberty would like
to get connected with a reliable house. Will go
anywhere. Address M. R. Waddell, 129 Forest
Ave., Dalton, 111.

Mailing Lists

21,000 MOVING PICTURE THEATRES show-
ing population and seating capacity in most cases.
Price $6 per M. or $50 for the complete list.
2,100 chain theatres operating from 2 to 150 thea-
tres (® $20 per M. 1,043 Film Exchanges @ $10
per M. 222 Manufacturers of studios @ $4 per M.
452 Moving Picture Machine and Supply Dealers
@ $8.50 per M. All guaranteed 97% correct. Ad-
dress Trade Circular Company, 166 W. Adams
Street, Chicago, Illinois.

COMPLETE THEATRE EQUIPMENT in-
cluding 500 opera chairs, two Simplex Projectors,
Martin Rotary Converter, Screen, Ticket Selling
Machine, Lightning Changer, Ticket Chopper, etc.
Address Box 111, Exhibitors Herald, Chicago.

Wanted to Buy

PANATROPE or ORTHOPHONIC; must be a
late model, in good condition and a bargain.
Address Crockett Brown, Nashwauk, Minn.

44

EXHIBITORS HERALD

December 31, 1927

BOX OFFICE TICKER

<~7he HERALD System for determining
the definite attraction values
of Motion pictures

Exhibitors reporting “What the Picture Did For
Me” supply a percentage rating obtained by dividing
average daily gross of house record attraction into
average daily gross of picture being reported on.
When 10 of these percentage ratings on a picture have

been received, the average of these 10 percentage
ratings is entered in “The Ticker.” Each additional
percentage-rating report received on pictures entered
is combined with those previously received and the
new average thus created is entered.

Ben Hur (MGM) 95.83%

No Man’s Gold (Fox) 79.7 2%

The Iron Horse (Fox) 78.61%

The Mysterious Rider (Par) 77.70%

Laddie (FRO) 76.80%

Irene (FN) 76.75%

Chip of the Flying U (U) 75.60%

The Great K. & A. Train Robbery (Fox) — 74.80%

Rookies (MGM) . 74.55%

Keeper of the Bees (FBO) 74.33%

The Cohens and Kellys (U) 74.28%

Tell It to the Marines (MGM) 74.20%

The Vanishing American (Par) 73.95%

Naughty But Nice (FN) 73.28%

The Winning of Barbara Worth (UA) 72.60%

The Calgary Stampede (U) 72.54%

Hills of Kentucky (WB) 72.46%

The Last Trail (Fox) 72.40%

The Phantom of the Opera (U) 71.90%

Arizona Sweepstakes (U) 71.42 %

The Magic Garden (FBO) 71.34%

Tillie the Toiler (MGM) 71.14%

The Volga Boatman (PDC) 70.68%

The Gorilla Hunt (FBO) 70.64%

Johnny Get Your Hair Cut (MGM) 69.64%

The Bat (UA) 69.47%

Slide, Kelly, Slide (MGM) 68.97%

The Gentle Cyclone (U) 68.81%

It (Par) 68.52%

Ella Cinders (FN) 68.46%

The Sea Beast (WB) 68.45%

The Son of the Sheik (UA) 68.09%

Children of Divorce (Par) 68.00%

Don Mike (FBO) 67.95%

Tarzan and the Golden Lion (FBO) 67.80%

The Man on the Box (WB) 67.70%

Mr. Wu (MGM) 67.70%

The Tough Guy (FBO) 67.68 %

The Scarlet West (FN) 67.40%

The Kid Brother (Par) 66.90%

The Last Frontier (PDC) 66.78%

The Midnight Kiss (Fox) 66.70%

The Four Horsemen (MGM) 66.50%

The Campus Flirt (Par) 66.41%

Flesh and the Devil (MGM) 66.25%

The Phantom Bullet (U) 66.23%

The Quarterback (Par) 66.05%

The Black Pirate (UA) 66.04%

Casey at the Bat (Par) 65.81%

Babe Comes Home (FN) 65.72%

The Unknown Cavalier (FN) 65.66 %

Three Bad Men (Fox) 65.60%

Man of the Forest (Par) 65.53%

Senor Daredevil (FN) 65.48%

Let’s Get Married (Par) 65.00%

The Devil Horse (P) 64.82%

Desert Gold (Par) 64.81%

The Limited Mail (WB) 64.70%

McFadden's Flats (FN) 64.63%

Sea Horses (Par) 64.63 %

His Secretary (MGM) 64.50%

Across the Pacific (WB) 64.06%

For Heaven's Sake (Par) 64.00%

The Night Cry (WB) 63.90%

Corporal Kate (PDC) 63.83%

Up in Mabel’s Room (PDC) 63.81%

We’re in the Navy Now (Par) 63.70%

Frisco Sally Levy (MGM) 63.45%

Skinner’s Dress Suit (U) 63.42%

Hands Across the Border (FBO) 63.40%

Canyon of Light (Fox) 63.16%

The Overland Stage (FN) 63.08%

Land Beyond the Law (FN) 63.00%

While London Sleeps (WB) 63.00%

The Man in the Saddle (U) 62.85%

Little Annie Rooney (UA) 62.83%

Tin Hats (MGM) 62.82%

Lone Hand Saunders (FBO) 62.71%

Brown of Harvard (MGM) 61.96%

The Scarlet Letter (MGM) 61.94%

Heaven on Earth (MGM) 61.91%

A Regular Scout (FBO) 61.36%

War Paint (MGM) 61.17%

Tony Runs Wild (Fox) 60.94%

The Two Gun Man (FBO) 60.85%

His People (U) 60.70%

California Straight Ahead (U) 60.63%

Sweet Daddies (FN) 60.55%

Twinkletoes (FN) 60.50%

The Buckaroo Kid (U) 60.45%

Behind the Front (Par) 60.35%

Tramp, Tramp, Tramp (FN) 60.06%

The Fire Brigade (MGM) 60.00%

Clash of the Wolves (WB) 59.93%

The Understanding Heart (MGM) 59.88%

Hie Flaming Forest (MGM) 59.78%

The Masquerade Bandit (FBO) 59.72%

The Waning Sex (MGM) 59.51%

The Teaser (U) 59.50%

Orchids and Ermine (FN) 59.46%

Son of His Father (Par) 59.40%

That’s My Baby (Par) 59.00%

The Flaming Frontier (U) 58.96%

Under Western Skies (U) 58.83%

The Wilderness Woman (FN) 58.64%

The Denver Dude (U) 58.43%

Wild to Go (FBO) 58.33%

Sally Irene and Mary (MGM) 58.09%

The Texas Streak (U) 58.07%

The Goose Woman (U) 57.80%

Rolling Home (U) 57.75%

Paradise (FN) 57.50%

The Red Mill (MGM) 57.35%

The Dark Angel (FN) 57.14%

Desert Valley (Fox) 57.00%

Private Izzy Murphy (WB) 57.00%

The Eagle (UA) 56.90%

The Flying Horseman (Fox) 56.85%

Knockout Riley (Par) 56.80%

The Temptress (MGM) 56.73%

Old Clothes (MGM) 56.69%

Let It Rain (Par) 56.47%

Mike (MGM) 56.45%

Sally of the Sawdust (UA) 56.45%

Men of Steel (FN) 56.36%

Blind Alleys (Par) 56.30%

Kid Boots (Par) 56.29%

Wild Justice (UA) 55.86%

The Rainmaker (Par) 55.72%

Born to the West (Par) 55.63%

Valley of Hell (MGM) 55.60%

Forlorn River (Par) 55.57%

For Alimony Only (PDC) 55.40%

Forever After (FN) 55.27%

Mantrap (Par) 55.20%

It Must Be Love (FN) 55.18%

Winners of the Wilderness (MGM) 55.10%

The Johnstown Flood (Fox) 55.08%

The Unknown Soldier (PCD) 55.00%

What Happened to Jones (U) 54.88%

The Cowboy Cop (FBO) 54.76%

Upstage (MGM) 54.56%

Hero of the Big Snows (WB) 53.90%

The Road to Mandalay (MGM) 53.90%

The Silent Rider (U) 53.75%

The Barrier (MGM) 53.70%

Red Hot Leather (U) 53.70%

California (MGM) 53.63%

Stella Dallas (UA) 53.54%

Her Father Said No (FBO) 53.50%

Beverly of Graustark (MGM) 53.40%

The Runaway (Par) 53.40%

The Family Upstairs (Fox) 53.36%

Breed of the Sea (FBO) . 53.23%

Subway Sadie (FN) 53.04%

Padlocked (Par) 52.82%

The Midnight Sun (U) 52.77%

The Palm Beach Girl (Par) 52.75%

Mother (FBO) 52.72%

Sweet Rosie O’Grady (Col) 52.72%

Somewhere in Sonora (FN) 52.70%

Poker Faces (U) 52.68%

Miss Nobody (FN) 52.66%

The Return of Peter Grimm (Fox) 52.66%

Tom and His Pals (FBO) 52.40%

The Country Beyond (Fox) 52.00%

The Blue Eagle (Fox) 51.70%

Her Big Night (U) 51.65%

Prince of Pilsen (PDC) 51.60%

The Strong Man (FN) 51.46%

The Greater Glory (FN) 51.36%

Stepping Along (FN) 51.35%

The Sea Tiger (FN) 51.20%

Say It Again (Par) 51.15%

Variety (Par) 51.11%

Aloma of the South Seas (Par) 51.10%

Kosher Kitty Kelly (FBO) 51.09%

Tumbleweeds (UA) 51.07%

Spangles (UA) 51.00%

Sparrows (UA) 50.95%

Stranded in Paris (Par) 50.95%

Combat (U) 50.80%

Eagle of the Sea (Par) 50.69%

Outside the Law (U) 50.60%

The Arizona Streak (FBO) 50.53%

The Still Alarm (U) 50.38%

The Wanderer (Par) 50.36%

Whispering Wires (Fox) 50.33%

Hogan's Alley (WB) 50.25%

Mare Nostrom (MGM) 50.22%

Prisoners of the Storm (U) 50.13%

Bred in Old Kentucky (FBO) 50.00%

You Never Know Women (Par) 50.00%

The Brown Derby (FN) 49.90%

Pals in Paradise (PDC) 49.83%

The Million Dollar Handicap (PDC) 49.82%

Tin Gods (Par) * 49.76%

The Show Off (Par) 49.73%

One Minute to Play (FBO) 49.66 %

The Seventh Bandit (P) 49.54%

The Ancient Highway (Par) 49.40 %

Love ’Em and Leave ’Em (Par) 49.31%

The Runaway Express (U) 49.25%

The Ice Flood (U) 48.66%

The Adorable Deceiver (FBO) 48.63%

Faust (MGM) 48.60%

The Music Master (Fox) 48.60%

Whispering Smith (PDC) 48.45%

The Potters (Par) 48.30%

Battling Butler (MGM) 48.16%

Her Honor the Governor (FBO) 48.11%

The New Commandment (FN) 48.08%

New York (Par) 47.81%

The Taxi Dancer (MGM) 47.40%

Wedding Bills (Par) 47.36%

Desert’s Toll (MGM) 47.33%

Hair Trigger Baxter (FBO) 47.18%

The Waltz Dream (MGM) 47.15%

So's Your Old Man (Par) 47.09%

Dancing Mothers (Par) 46.90%

Wet Paint (Par) 46.81%

There You Are (MGM) 46.77%

Take It from Me (U) 46.75%

Paradise for Two (Par) 46.72%

The Silent Lover (FN) 46.63%

Out of the West (FBO) 46.09%

Syncopating Sue (FN) 46.07%

Altars of Desire (MGM) 45.69%

The Border Sheriff (U) 45.00%

The Cat’s Pajamas (Par) 44.93%

Just Another Blonde ( FN) — 44.91 %

Fine Manners (Par) 44.40%

The Marriage Clause (U) 44.35%

Thirty Below Zero (Fox) 44.30%

The Blind Goddess (Par) 43.88%

The Mystery Club (U) 43.83%

Mismates (FN) 43.72%

Blonde or Brunette (Par) 43.50%

The Duchess of Buffalo (FN) 43.46 %

A Little Journey (MGM) 43.46%.

Fascinating Youth (Par) 43.35%

The New Klondike (Par) 43.27%

Partners Again (UA) 42.87 %

Bardelys the Magnificent (MGM) 42.73%

Special Delivery (Par) 42.18%

Miss Brewster's Millions (Par) 42.12%

Ranson’s Follv (FN) 42.00%

La Boheme (MGM) 41.95%

Midnight Lovers (FN) 41.85%

The Love Thief (U) 41.72%

Ladies at Play (FN) 41.61%

The Canadian (Par) 41.58%

Hold That Lion (Par) 41.54%

Blarney (MGM) 41.38%

The Old Soak (U) 41.06%

The Wise Guy (FN) 40.92%

Kiki (FN) 40.70%

Fig Leaves (Fox) 40.23%

The Boy Friend (MGM) 40.20%

A Kiss in a Taxi (Par) 40.00%

Held by the Law (U) 39.64%

Bigger Than Barnums (FBO) 39.53%

Lovers (MGM) - 39.20%

Everybody’s Acting (Par) 38.70%

The Ace of Cads (Par) 38.66%

Steel Preferred (PDC) 38.36%

Nell Gwyn (Par) 37.54%

Into Her Kingdom (FN) 36.33%

Perch of the Devil (U) 35.87%

The Amateur Gentlemen (FN) 35.50%

December 31, 1927

EXHIBITORS

HERALD

45

‘What the Picture Did For Me”

VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR

Copyright , 1927

This is the original exhibitors * reports department, established October 14, 1916.

Beware of cheap, misleading imitations.

“What the Picture Did for Me” is the one genuine source of exhibitor-written box office
information.

Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn
. Street, Chicago, III.

Columbia

BLOOD SHIP: Hobart Bosworth— 22%. De-
cember 6. Rather gruesome for the ladies, o. k.
for men. Eight reels. — Mi's. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

NOMADS OF THE NORTH: Lon Chaney—
Reissue. This is a reissue of the old "Nomads of
the North.’’ This is as good an outdoor picture
as we ever ran. Wonderful acting by Chaney
and balance of cast. It is worth running even if
you did run it a few years ago. New prints and
new paper out of Milwaukee exchange. Seven
reels. — Cro6by and Sehwierske, Rex theatre, Colby,
Wis. — Small town patronage.

FBO

FLYING U RANCH: Tom Tyler— 10%. De-
cember 13. Good little Western which will please
in small towns. Five reels. — Rudolph Duba,
Royal theatre, Kimball, S. D. — General patronage.

HOOK AND LADDER NO. 9: Special cast—
13%. December 7. A good fire picture and a nice
story, but fire pictures don’t go over for us ever.
Six reels. — A. G. Witwer, Grand theatre, Rainier,
Ore. — General patronage.

HOOK AND LADDER NO. 9: Ed Hearne—
December 16-17. A pleasing drama. Nice clean
story for the whole family. Ran on double fea-
ture nights with “Whirlwind of Youth” to fair
crowd. Six reels.- — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

RACING ROMEO : Red Grange — 8%. Decem-
ber 7-8. Very, very nice racing drama. Horse
races and auto races a plenty and a beautiful love
story. Should please all who like better grade
of pictures. I had a big snowstorm to buck the
first night and school play the next, so I just
barely took in enough to pay for coal and the
rest went on the red side of the ledger. Show i6
good, however. We think it is better than Red’s
first one. Seven reels. — Rudolph Duba, Royal
theatre, Kimball, S. D. — General patronage.

MOON OF ISRAEL: Special cast — 75%. No-
vember 23. A good picture, but did not draw
nearly as well for us as the Gene Stratton Porter
pictures do, and this cost us much more. Did not
please the younger people, not as good as "The
Ten Commandments.” Worth playing, if you can
buy it at a reasonable rental. Eight reels. —
K. R. Smith, Rialto theatre, Stromsburg, Neb. —
Small town patronage.

THE HARVESTER: Special cast — December
12-13. This will prove a sad disappointment
indeed to those who have played "Keeper of the
Bees,” “Laddie,” and “The Magic Garden.” Gene
Stratton Porter’s name will draw the crowd, but
the picture won’t satisfy them. The ethereal
characteristics of the book have not been trans-
ferred to the screen. Reading the book, one is
lifted above the sordid things of this mundane
sphere. Seeing the picture leaves you cold and
unresponsive. Eight reels. — E. M. Biddle, Strand
theatre, Paoli, Ind. — Small town patronage.

ARIZONA NIGHTS: Fred Thomson — Decem-
ber 13-14. This is a good picture like all of the
Thomson pictures are. I have played all of them
and every one of them was good. I wish Mr.
Thomson would keep on making program pictures

Editor’s Note

Percentage ratings given by
exhibitors in reports to this de-
partment are obtained in the
following manner: Average
daily gross of picture reported
is divided by average daily gross
of picture holding house record
to determine relative box office
value in terms of percentage.

EXAMPLE: $75 (average

daily gross of picture reported)
divided by $100 (average daily
gross of picture holding house
record) equals .75 (percentage
rating given picture in report).

When a picture has received
percentage ratings in 10 reports
it is entered in THE BOX
OFFICE TICKER with its cur-
rent gross average indicating
relative attraction values of pic-
tures listed therein.

THE BOX OFFICE TICKER
appears on page 44.

so that we little exhibitors could afford to buy
them. Six reels. — P. G. Held, Strand theatre,
Griswold, la. — General patronage.

ARIZONA NIGHTS: Fred Thomson — Not as
good as his others. However it got them in. — -
J. C. Wilkham, Select theatre, Schenevus, N. Y. —
Small town patronage.

THE OUTLAW DOG: Ranger — Good. One of
his best. — J. C. Wilkham, Select theatre, Sehene-
vus, N. Y. — Small town patronage.

THE GREAT MAIL ROBBERY: Special cast
— First of these new ones and its good. Full of
airplane stunts. It will please. — J. C. Wilkham,
Select theatre, Schenevus, N. Y. — Small town pat-
ronage.

THE GORILLA HUNT : Special cast — Novem-
ber 16. Here is something that is really worth-
while if you will tell your patrons what it is in
advance. Let them know it is purely a hunt in
Africa with the usual thrills that go with it as
there is no story to it. We had Educational’s two
reel subject, “Wild Beasts of Borneo” to show
with it and it made a very fine program but our
people knew what to expect and we had numer-
ous favor-able comments on it. It’s good and so
is the Educational two reel subject which deals
with the same subject. Five reels. — Crosby and
Sehwierske, Rex theatre, Colby, Wis. — Small
town patronage.

SILVER COMES THROUGH: Fred Thomson—
November 29-30. Very good. I wish Thomson
would make eight instead of four pictures a year.
They are the best box office bets that I have
Print good. Six reels. — P. G. Held, Strand thea-
tre, Griswold, la. — General patronage.

BORN TO BATTLE: Special cast — I’ll say
there was a battle. Three fist fights — two too
many. Little Frankie Darro and the other boy.
Buck Black, with their dogs and burro furnish
lots of fun. Director has the hero, Tom Tyler,
act with back to the audience and makes a mess
of it generally when he has a room full of peo-
ple, but an otherwise strong lusty cowboy pic-
ture. Better than usual run of cheaper Westerns.

Philip Rand, Rex theatre, Salmon, Idaho. —

General patronage.

LADDIES: John Bowers — Here is a real pic-
ture of merit. We were a long time getting it
but it was worth waiting for. It pleases all
classes of people, got the "gallery gods” as well
as the “white collars” here. It is a good story,
clean and wholesome and any .exhibitor can play
it with pride. Our advice would be to our fellow
exhibitors, give it both barrels as it’s worth it.
Seven reels. — Giacoma Brothers, Crystal t heatre.
Tombstone, Ariz. — General patronage.

First National

SOMEWHERE IN SONORA: Ken Maynard—
18%. December 2-3. Good show. Just like all of
his other pictures. They satisfy and please the
majority so we should worry. Six reels. — Rudolph
Duba, Royal theatre, Kimball, S. D. — General
patronage.

SOMEWHERE IN SONORA: Ken Maynard—
December 4-5. Good picture. Print good. Six
reels. — P. G. Held, Strand theatre, Griswold, la.—
General patronage.

THE SILENT LOVER: Milton Sills— 59%. De-
cember 4. Star very popular here. This picture
pleased 100 per cent. Plenty of good comments
from patrons. Personally, we think this is one
of Sills’ best of the 1927. We play all his pic-
tures and would advise all exhibitors to do like-
wise.— J. S. Landry, Columbia theatre, Morganza,
La.- — Small town patronage.

THE CRYSTAL CUP: Special cast— 12%. De-
cember 5. Pleased only a few and did poorest
business that we have enjoyed for some time.
Seven reels. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

DANCE MAGIC: Special cast— 10%. A fair
picture of its kind, probably okay for city. A box
office dud for us. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

SENOR DAREDEVIL: Special cast— 55%. All
wool and a yard wide. Way above usual West-
erns. This is in Zane Grey’s class. Scenery fine,
fine cast, good story though hero has everything
pretty much his own way. One peach of a horse
in Tarzan. Ken Maynard a dandy rider and
actor. The boy. Buck Black, is a scream. Could
possibly be used as a special with short subjects.
Book it. — Philip Rand, Rex theatre, Salmon,
Idaho. — General patronage.

THE TENDER HOUR: Billie Dove— 80%. De-
cember 8. This is a dandy picture as all of First
Nationals and they have the best paper of all.

& S>appp IPear

46

EXHIBITORS HERALD

December 31, 1927

Eight reels. — Kenney Lloyd, Joy theatre. Foreman,
Ark. — General patronage.

SYNCOPATING SUE: Corinne Griffith— 30%.
December 4. Dandy program which gave general
satisfaction to all who saw it. Had fair atten-
dance and all satisfied. Shows like this sure
please my patrons, but comedy features don't
mean a thing for me as most of them have 6ome
silliness in them and my patrons for 6ome reason
don’t care to see stuff like that. So give them
this one boys for good entertainment they’ll re-
member. Seven reels. — Rudolph Duba, Royal thea-
tre, Kimball, S. D. — General patronage.

THE RED RAIDERS: Ken Maynard — A sure
enough money getter. Patrons said it was equal
to many of the 60-calIed specials. — J. I. Sims, Re-
liance theatre, Orangeburg, S. C. — General pat-
ronage.

THE DROP KICK: Richard Barthelmess —
December 11-12. Another bunch of good actors
and a good director wasted on a poor story. Dick
Barthelmess should either get out of the game
entirely, or force First National to furnish him
stories worthy of his talent. With people hungry
for real honest to goodness picture entertainment
we are forced to keep cramming this kind of
bunk down their throat. Seven reels. — P. G.
Vaughan, Sun theatre, Kansas City, Mo. — Neigh-
borhood patronage.

CAMILLE : Norma Talmadge — A very pleasing
picture. Had several comments. Only objection
was it did not end right. Not worth the money
First National asks for it. — S. B. Callahan, Ar-
row theatre. Broken Bow, Okla. — General pat-
ronage.

MISMATES: Special cast — This one slipped up
on me. I did not go strong after it. The second
night was a much larger crowd. A nice picture
to tieup with a church or mother’s club. — S. B.
Oallahan, Arrow theatre. Broken Bow, Okla. —
General patronage.

BABE COMES HOME: Babe Ruth— This is a
very good picture and will please 90 per cent if
you can get them in, but this is the last baseball
or football picture we will ever try to put over.
Had it set for week after the series and thought
we were going to knock ’em dead with Babe Ruth
right after- he had come through so beautiful all
season and in the series, but it was a dud. We

can’t figure it out, either, for we are in a very
good baseball town but we noticed that a number
of ball fans were there but their wives and girl
friends were absent. “Slide Kelly Slide” was the
only picture we ever put over big and that was
more on the draw that Haines has in our town.
Six reels. — Crosby & Schwierske, Rex theatre,
Colby, Wis. — Small town patronage.

BABE COMES HOME: Babe Ruth— This pic-
ture a flop from first run in city with Babe Ruth
in person. Exchange reduced price. Six reels. —
C. H. Olive, Princess theatre, Washington, D. C. —
General patronage.

THE SUNSET DERBY : Special oast — Decem-
ber 9. Very good racing drama, that is some-
what different from the usual race track story.
Should please most any type of audience, and it’s
clean. Five reels. — P. G. Vaughan, Sun theatre,
Kansas City, Mo. — Neighborhood patronage.

THE OVERLAND STAGE: Ken Maynard—
December 10-11. Here is one of the best Western
stars we have seen in a long time in one of his
best pictures. We have shown three of his pic-
tures and our patrons are getting worked up
about this handsome star. He sure can ride and
his pictures are a little different than the average
shoot ’em up Western. We find them to be real
good. Even the ladies like to look at Ken. Seven
reels. — Crosby & Schwierske, Rex theatre, Colby,
Wis. — Small town patronage.

TWINKLETOES: Colleen Moore — This is con-
sidered the poorest our Colleen has ever appeared
here in. By that we do not mean it was a pool-
picture at all for the oast was fine and the pic-
ture was o. k., but they did not seem to like her
in this particular picture. There seemed to be
something wrong and yet no one could tell what.
Eight reels. — Giacoma Brothers, Crystal theatre.
Tombstone, Ariz. — General patronage.

ABRAHAM LINCOLN : Special cast — October
8-9. Realizing that this was more of an educa-
tional picture than the usual run, we tied up with
the grade school in an advance ticket sale giving
them 70 per cent of all money on tickets sold in
advance of showing, and they sold a lot of them
and made some money, also made some friends
for us in showing them one of the best pictures
of it6 kind ever produced. If you have not shown
this you owe it to your community to do so.
Don’t put on as usual movie entertainment.

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NATIONAL SCREEN SERVICE!

'Distributed throughout the United. States from

CHICAGO NEW YORK LOS ANGELES

845 S.Wabash Ave. 126-130 W.46'- St. - 1922 S. Vermont Ave.

Public expects something else nowadays. But it’s
great, run it. Ten reels. — Crosby & Schwierske,
Rex theatre, Colby, Wis. — Small town patronage.

Fox

THE CRADLE SNATCHERS: Louise Fazenda
— 60%. December 11. “Cradle Snatchers” is a
riotous farce. Magnificently funny. Gales of
almost hysterical laughter all through the screen-
ing. Louise Fazenda becomes a blonde for this
picture, and a dazzling one she is. Is she funny ?
Well, you wait and 6ee. J. F. MacDonald again
a bad egg. Plays part of a naughty husband.
In “Three Bad Men” he was one of those rough
and ready eggs bound to see it through if it cost
an eye. His fellow yeggs were Frank Campeau
and Tom Santschi. In “Cradle Snatchers” he is
again hooked up with a couple of bad men. This
time, however, they are “stepping out” husbands,
and his companions are William Davidson and
Franklin Pangborn. They are supposed to go
duck-hunting. Instead they go chicken-grabbing.
Some difference, as the complications prove. The
end is funny, but painful. That’s always the
way with a “stepping out” husband. Arthur
Lake, who plays the role of the Swede, is a first
class actor and furnishes plenty of the comedy.
Don’t fail to play this. If it does not entertain
your patrons, nothing will. Note Fox : Thanks
for the first class print. — J. S. Landry, Columbia
theatre, Morganza, La. — Small town patronage.

TWO GIRLS WANTED: Janet Gaynor— 30%.
December 9. Not much to this. Just a fair
program picture. Seven reels. — A. G. Witwer,
Grand theatre. Rainier, Ore. — General patronage.

WHISPERING SAGE: Buck Jones— 40%. De-
cember 3. A very, very good picture. One that
pleased all our Saturday patrons. Print in good
condition. — J. S. Landry, Columbia theatre, Mor-
ganza, La. — Small town patronage.

EAST SIDE WEST SIDE: George O’Brien—
Here’s a picture that certainly deserves being
mentioned. It’s a wonderful picture and excel-
lently acted by George O’Brien and Virginia
Valli. Had the weather been good we would
have done a wonderful business. Due to 6now,
business was poor, but that hasn’t anything to
do with the picture. It’s great, get behind it.
Patrons well pleased. You can’t go wrong. Bill
it big. Nine reels. — B. R. Parsons, Grand thea-
tre, Springfield, Minn. — Small town patronage.

EAST SIDE WEST SIDE: George O’Brien—
Drew big. Good picture with a title that draw6.
Nine reels. — C. H. Olive, Princess theatre, Wash-
ington, D. C. — General patronage.

WHAT PRICE GLORY: Special cast— Out-
drew any other picture ever playing this house in
past 18 years. Ten reels. — C. H. Olive, Princess
theatre, Washington, D. C. — General patronage.

THE LAST TRAIL: Tom Mix — One more Mix
picture added to what you have already played
makes the total one greater than before you
played this one. Westerns are getting on the
nerves of critics while they 6eem to please some
as of yore. Six reels. — Giacoma Brothers, Crys-
tal theatre, Tombstone, Ariz. — General patronage.

Gotham

THE SATIN WOMAN: Mrs. Wallace Reid— A
large piece of fromage, this one. Absolutely no
story worth mentioning, draggy, dull and alto-
gether a very poor picture. This type of produc-
tion is the kind that keeps an audience at home
by the radio. My fault. I should have known
better than to have booked it. Footage is what
you get and that’s all. — Arthur E. Hancock,
Columbia theatre, Columbia City, la. — General
patronage.

Metro-Goldwyn-Mayer

THE FRONTIERSMAN: Tim McCoy— 32%.
November 29. Good historical Western. He has
made better pictures. Six reels. — Mr6. Hulda J.

December 31, 1927

EXHIBITORS HERALD

47

COLUMBUS, KAN., December 14, 1927.

DEAR HERALD:

Marie and I passed a flock of Canadian geese going south this morning at Nevada,
Mo., and they didn’t catch up with us until we got to Columbus, Kan., where we
stopped over night. Presume we will overtake ’em again somewhere down in
Oklahoma tomorrow.

We could tell the minute we crossed over the Missouri line into Kansas. We broke
right out into sunshine, the first we have seen in four weeks. It’s a glorious feeling
to realie that you have gotten back into a country where the scintillating ray of
a glorious midday sun permeates, penetrates, pulsates, percolates and pulmonates,
etc., et cetera and several other things (as Joe Mayer of Hamilton, O., would say)
every fiber of your being, and to know that you have entered a state made famous
by reason of her close proximity to Nebraska, and, but — that isn’t what I started to say.

Did you ever meet N. W. Huston of the Liberty theatre here in Columbus? You
haven’t? Well, that’s just too bad for both of you.

We went over to the Liberty this evening to call on N. W. and when we handed
him our card he said, “Well I’ll be damned,” or something like that. Maybe that
wasn’t just what he said. Anyhow, he squeezed our right paddy until we’ll have
rheumatism for the next month. He was playing “BEN HUR” and asked us to
walk in and see the picture, but to try and behave ourself, which we did, but at
the door we met a Swedish boy by the name of Sam Naster who was the checker
for M-G-M and Sam said, “Ticket please,” and we looked Sam right in the eye and
said, “Kid, do you think we are sucker enough to pay good money to see this one-
horse show?” when just then N. W. came up and said to Sam, “This is grandpa
Jenkins who writes that bull for the EXHIBITORS HERALD,” and Sam stuck out
his hand and said, “Shake, I've been following you all over the country but didn’t
expect I’d ever meet you, sit down and see the best production on earth and after
the show is over you can have the film if you want it,” and we replied, “No, thanks,
we have only seen this picture eleven times and don’t want to be hoggish, so you
keep it and give others a chance to see it, but you are right about it being the best
production on earth.”

If N. W. had something to keep him busy he impressed us with the thought that
he might become quite a man. All he has at present to occupy his attention is
the management of two theatres, two garages, Chamber of Commerce, City Council,
Fair Board, Park Board, the W. C. T. U., Ladies’ Aid Society and Woman’s Relief
Corps, besides handing out mail to Tom, Dick and Harry and their wives as Uncle
Sam’s postmaster. Outside of that he doesn’t have a thing to do but edit a news-
paper, give lectures on “Why Kansas Should Go Democratic” (when he knows dog-
gone well she’ll go Republican) and carry T-bone steaks home to the bulldog.

N. W. says he reads every line in the HERALD, and we replied, “That’s a mark
of excellent judgment on your part, and you probably copy the most of it in your
paper don’t you?” but he denied that. Anyhow, he’s a regular fellow and we are
mighty pleased that we stopped here and called on him, and this goes for Sam
Naster also.

The Herald Fills a Want None Others Can Do

TULSA, OKLA., December 15.

We caught up with that flock of geese just as we were driving down Eleventh
street here in Tulsa. They were still heading for the Rio Grande and should they
settle near Tucson it will be too bad for some of them, for they will never come
back North in the spring. We have an ingrowing appetite for Canadian geese, and
when we slant our goose eye over a gun barrel there is hut one result. If you don’t
believe it ask Henry B. Walthall.

Yesterday we stopped in Claremore, Okla., Will Rogers’ home town, but Bill wasn’t
there to receive us, but we read in the press this morning that Bill is down in
Mexico City fooling around with “Lindy” and President Calles and some more of
the boys and getting lined up for a big celebration Christmas. Funny why Bill always
turns a cold shoulder to Jake Volstead at Holiday time, did you ever notice that?
He seems to have a faculty of getting in on all the big feeds. Presume that’s because
he was once mayor of the invisible government of Beverly Hills. We wish Bill would
let us know how things are down in Mexico, for we will probably be in Nogales
before long and Nogales is right on the border.

Jay Shreck threw a chill into us when he made a remark in a letter we received
from him recently that something was going to happen soon that would lift the hat
right off our head, but he didn’t say what it was. He probably wanted to break
the news gently and in installments to us so we could stand the shock, like the boys
did in the boiler works when Maloney was killed. They wanted someone who

( Continued on following page )

Green, Gem theatre, Greenriver, Utah. — -General
patronage.

THE FLAMING FOREST: Special cast— 75%.
A good picture of the Northwest mounted police.
Gave general satisfaction. — K. R. Smith, Rialto
theatre, Stromberg, Neb. — Small town patronage.

BEN HUR: Special cast — Excellent. The big-
gest, the cleanest, the best and most wonderful
picture made, bar none. The settings and the
chariot race are great, the acting of Novarro,
Bu6hman and McAvoy is fine. I have been an
exhibitor for the last 12 years and I can truth-
fully say this is the greatest of all pictures. It
is a pleasure to show a picture like this. — P. G.
Held, Strand theatre, Griswold, la. — General pat-
ronage.

BEN HUR: Special cast — The best yet in the
way of screen entertainment. Bad weather — re-
sult, poor business. Nevertheless the picture is
all there. Should be seen by every man, woman
and child in every community. — A. G. Miller,
Lyric theatre, Atkinson, Neb. — General patronage.

BEN HUR: Ramon Novarro — We will only
add to the praise of the other exhibitors and say
that it is the most wonderful picture of its kind
ever produced. Don’t ever expect to see any-
thing that will excel it. Acting and sets wonder-
ful and it will bring people in your theatre that
never come otherwise. We did about 50 per cent
more business on this than we did on “The Big
Parade” and made little money for ourselves, but
Mero-Goldwyn took the Lion’s share of the re-
ceipts. Twelve reels. — Crosby & Schwierske, Rex
theatre, Colby, Wis. — Small town patronage.

THE CALLAHANS AND MURPHYS: Sally
O’Neil — October 10-11. We showed this to very
good business and not a kick. In fact, had num-
erous comments on it being very good. Per-
sonally thought it as good as any we have run
the past year, and they have been forced to with-
draw this picture from distribution on account of
the holler that a few Irish stai*ted over the in-
sults to the Irish that was supposed to have been
in this, which goes to show what concerted action
will do, even if they are wrong. If they are go-
ing to start this on all of the pictures of its kind
what is going to happen to “Abie’s Irish Rose”
and numerous other pictures that are in the mak-
ing. and already in distribution. This company is
part Irish and we thought the Irish acted very
natural in this, only the director sure slipped on
the beer party. He didn’t know his Irish so well
at that. It’s a good comedy and if you can 6till
get it, do so. Seven reels. — Crosby & Schwierske,
Rex theatre, Colby, Wis. — Small town patronage.

TWELVE MILES OUT: John Gilbert— July
31. Have seen some adverse reports on thie but
it went over fine for us and although the ending
is a little rough, it is a gripping story and acting
is very good. It’s a 6tory of the bootleg game
which ends disastrously for all those participat-
ing in the game and which is a better moral les-
son than most of this sex and immoral trash
that is being jammed down the necks of the
theatregoing public most of the time. We for
one absolutely refuse to show it to our public, and
although there are a few flappers and sheiks that
may think we don’t run enough hot stuff to suit
them we believe we are doing more for the com-
munity by not showing them. “Twelve Miles
Out” is o. k. and Gilbert is fine as well as Ernest
Torrence. It’s a gripping story that will hold
them until the last fadeout, even the W. C. T. U.
that might be in your house. Eight reels. — -
Crosby & Schwierske, Rex theatre, Colby, Wis. —
Small town patronage.

TWELVE MILES OUT: Special cast— Per-
sonally thought this good, but the ending sort of
killed it. A little rough in places. — J. C. Wilk-
ham. Select theatre, Scbenevus, N. Y. — Small
town patronage.

TILLIE THE TOILER: Marion Davies— Not
so hot. Not as good as her older ones. In fact,
the last 12 Metro pictures I bought were not so
good. — J. C. Wilkham, Select theatre, Schenevus,
N. Y.- — Small town patronage.

THE BIG PARADE: Special cast — November
11-14. The greatest war picture ever made. It’s
too bad that we couldn’t all of us have seen
“The Big Parade” before we were all fed up on
would-be, and try-to-be war pictures like we have
been the last couple of years. It would have made
a greater impression on the public than it did.
At least, that is our opinion in our town. We
did not do much on it although the weather gave
us a terrible licking. Rain and mud (like there
was in the picture) three days out of the four.
We played it on a percentage as guess all you
poor suckei-6 did, and the Metro checker took back
the magnificent sum of $8.50 for their share of
the split. We are glad we played it though, only
wish more of our people could have seen it.
Thirteen reels. — Crosby & Schwierske, Rex thea-
tre, Colby, Wis. — Small town patronage.

AFTER MIDNIGHT: Norma Shearer— Poor

Norma, they sure handed her a terrible thing to
work on in this thing. It just about killed
Norma in our town. A year ago we had our
people all pepped up about Norma after we ran
“His Secretary” and “The Waning Sex” but then
the “Demi Bride” hurt her a little, but “After
Midnight” nearly killed her. She does good work
in thi6 but the story is less than nothing. We are
for you, Norma, but make them give you some-
thing better to work with than this. Seven reels.
- — Crosby & Schwiereke, Rex theatre, Colby, Wis.
— Small town patronage.

ADAM AND EVIL: Lew Cody — December 4-5.
A very clever, somewhat spicy, sophisticated
comedy drama that got a number of laughs and
apparently pleased. If "Tea for Three” is as good
I will be satisfied. Seven reels. — P. G. Vaughan,
Sun theatre, Kansas City, Mo. — Neighborhood
patronage.

ROOKIES: Special cast — Absolutely the best

comedy ever shown in our house. We showed it
the first run in the state early in the spring for
the benefit of the Boy Scouts, not knowing what
it was and then booked it the second time for
showing in October and did big business. It’s a
knockout. If Beery and Hatton ever did any-
thing half as good Paramount would be road-
showing it yet. Seven reels. — Crosby & Schwier-
ske, Rex theatre, Colby, Wis. — Small town pat-
ronage.

ROOKIES: Special oast — One of the most

pleasing we have had. They are still talking of
it. — J. C. Wilkham, Select theatre, Schenevus,
N. Y. — Small town patronage.

FRISCO SALLY LEVY: Sally O’Neil— De-
cember 10. A very good Jew and Irish picture
but no drawing card. It fell flat at the box

48

EXHIBITORS HERALD

December 31, 1927

J. C. Jenkins — His Colyum

( Continued from preceding page)

could break the news gently to his wife so they picked on Dennis, and Dennis
went up to the Maloney home and rapped on the door and when the lady came to
the door he said “And is this the Widdy Maloney?” and the lady replied, “Indade it
is not, sir, I’m Mrs. Patrick Maloney,” and Dennis replied, “The hell you are, you’re
the Widdy Maloney, for Patrick has just been killed and the hies are bringing him
here now.”

J. L. Drake of Warrensburg, Mo., said it always gave him nervous prostration
whenever the HERALD failed to arrive on time. That’s what J. L. thinks of the
HERALD. We told him there were two of us.

J. L. said he had a new baby at his house and he insisted on our going up and
looking her over but we didn’t have time. If that new baby is as pleasant as her
dad there will be no need for paregoric in the Drake household. Here’s a Merry
Christmas to both of them, including Mamma Drake.

If you don’t think it is a long ways from Akron, O., to Tucson Ariz., just get out
your geography and give it the once over, but as we have said on previous occa-
sions, mileage doesn't mean a thing to Marie. She just dotes on mileage and loves
mountains. We made a mistake the other day and called her “Clara” and darned
if she didn’t stop dead still. She balks and sulks and gets peeved every time we
do that.

Hope we will find a lot of friends in Arizona, Texas and New Mexico like we
have up North. If we do we may stay there all winter. From the looks of the
map of Texas we are liable to burn a lot of gas before we cover that empire. She’s
a big one, and if the “Lone Star” boys are as fine a bunch of fellows as we think
they are we will be right in the alfalfa clear up to the running board. We have
tried to locate Goose Creek, Tex., but have been unable to do so. You know who
lives at Goose Creek don’t you? Thelma does, and we want to call on her and
tell her about “Fishy” Phil. Somebody please page Goose Creek.

There is a place in Arizona called Tombstone, and we don’t know whether it’s
a town or graveyard, but we’re going to shy that place, for it is said that down
there they bury ’em first and try ’em afterwards. We prefer our hearing first, but
we hope to meet Giacoma Brothers somewhere, for we’ve just got to see those boys
before we leave the state or we will go away disappointed.

The Herald Fills a Want None Others Can Do

SAPULPA, OKLA., December 17.

We stopped here to get a load off our mind that has been worrying us for several
weeks, and that was to buy a lot of Christmas presents for our children and grand-
children. This is one of the most pleasant but hardest tasks we have to perform
during the entire year and it always results in getting a lot of useless stuff that no-
body wants, but it relieves one to get the job over with, so now we are ready to
head Southwest again. We bought Uncle ’Leazer Biggs a jar of Velvet but the
chances are he won't use it because it isn’t Bull Durham. He’s awfully particular
that way. Uncle ’Leazer said the other day that, “If the girls nowaday were as
familiar with broomsticks as they are with lipsticks there would be more marriages
and less divorces,” and that sounds like pretty good logic.

But speaking of lipsticks. Whenever we hear a jazz orchestra we are reminded
of another bit of Uncle 'Leazer’s logic when he said, “Thar’s this to be said in favor
of jazz music, and that is that a monkey can play it as well as a man.”

The Herald Fills a Want None Others Can Do

Just got a letter from “Fishy” Phil and he seems to be worried because we don’t
write some more poetry. We never write poetry, Phil. Sometimes we get foolish
and try it but always with no success, but since we can’t stand to have you worried
we’ll make a stab at it and trust to Providence to shield us from the cabbages
and onions.

Let’s forget those things that make us worry, s

Let’s forget those things that make us blue,

Let’s not be in quite so big a hurry

To do the things that we should never do.

But let’s try and shed a little sunshine

For those friends who are always kind and true.

Then let’s hope that maybe sometime

They’ll be glad for what we’ve tried to do.

J. C. JENKINS,

The HERALD man.

The Herald Fills a Want None Others Can Do

office. Print good. Seven reels. — P. G. Held.
Strand theatre, Griswold, la. — General patronage.

MOCKERY : Lon Chaney— I think this is one
of Chaney’s poorest pictures. A few more like
this and Chaney will be dead here. — S. B. Calla-
han, Arrow theatre, Broken Bow, Okla. — General
patronage.

THE SHOW : John Gilbert — Boys, here’s a
flop 1 Even the title is deceiving. Don’t go
strong on this one. Did not please my patrons. — -
S. B. Callahan, Arrow theatre. Broken Bow,
Okla. — General patronage.

THE UNDERSTANDING HEART: Joan Craw-
ford— November 25-26. Good program picture.
Did not draw very good for me. Print good.
Seven reels. — P. G. Held, Strand theatre, Gris-
wold, la. — General patronage.

CALIFORNIA: Special cast — Better than the

usual Western. — G. Carey, Strand theatre, Paris,
Ark. — General patronage.

JOHNNY GET YOUR HAIR CUT: Jackie
Coogan — July 23-24. This proved to be a very
good subject for us and went over very good
with the adult portion of the audience as well
as the kids for it is a very good race horse story
with Jackie doing his usual amount of good
work. One you don’t need to be afraid of on
any night of the week. Seven reels. — Crosby &
Schwierske, Rex theatre, Colby, Wis. — Small
town patronage.

Paramount

BEAU GESTE : Ronald Colman — 28%. Decem-
ber 11-12. Big show and big price, but no busi-
ness. Why? Too small town and when they 6aw
25 and 50 on the sign, Oh! how they turned up
their eyes. Well my regulars did not come, and
the others whom we call the highbrows thought
we just were holding them up because of them
not coming regularly, but the picture is good

only it does not draw out here in the Western
part. “The Covered Wagon” still holds the rec-
ord. Ten reels. — Rudolph Duba, Royal theatre,
Kimball, S. D.— General patronage.

RITZY : Betty Bronson — 24%. December 8.
A good comedy drama. William Austin the whole
show. Six reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

SOFT CUSHIONS: Douglas MacLean — 29%.
December 4. Nicely produced, and well acted
picture, but somehow didn’t hit the spot. Pleased
very few of our crowd. Seven reels. — A. G.
Witwer, Grand theatre. Rainier, Ore. — General
patronage.

HOTEL IMPERIAL: Pola Negri— 32%. De-
cember 11. A very good picture. One of Pola
Negri’s best. Had several comments on it.
Eight reels.. — .Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

MAN POWER: Richard Dix — 40%. October
31. A very good program picture. Gave general
satisfaction. Pleased the men .as well as the
ladies. — K. R. Smith, Rialto theatre, Stromsburg,
Neb. — Small town patronage.

CABARET : Gilda Gray — 16%. December 1.

Good. Seven reels. — Mrs. Hulda J. Green, Gem
theatre, Greenriver, Utah. — General patronage.

MAN OF THE FOREST: Jack Holt— 18%.
December 9-10. All Zane Grey’s are good stories
and Paramount made a good one in this. Jack
Holt is sure a real actor and sure was right there
in this one. Film is in good condition. Six
reels. — Rudolph Duba, Royal theatre, Kimball,
S. D. — General patronage.

NOW WE’RE IN THE AIR: Special casW-
December 14-15. These stars have a following
without a doubt. However, this comedy is no
masterpiece. The sequence with a prop cow is
decidedly vulgar. When the sub-title, “You can’t
make a cow’s hind end out of me,” appeared
on the screen, the few ladies in the audience beat
a hasty retreat to the purer atmosphere on the
outside. Six reels. — E. M. Biddle, Strand theatre,
Paoli, Ind. — Small town patronage.

THE ROUGH RIDERS: Special cast — Did not
gross film rental although played with orchestra.
Used half and quarter pages in newspapers but
couldn’t get ’em out. — J. I. Sims, Reliance theatre,
Orangeburg, S. C. — General patronage.

FIREMEN SAVE MY CHILD and TIPTOES:
Special cast — Two more pieces of cheese from
Paramount. I will also add “Rubber Heels” to
the last and make it three cheeses. This company
is capable of turning out great pictures and do
occasionally. Why do they ruin their trademark
with stuff like this. It’s too bad, for us. — P. G.
Vaughan, Sun theatre, Kansas City, Mo. —
Neighborhood patronage.

TEN MODERN COMMANDMENTS: Esther
Ralston — December 11-12. This was my first
Ralston picture and my patrons liked her in this
one. If all of her pictures are as good as this
one I am going to run all of her pictures. Good
luck to Miss Ralston. Print good. Seven reels.
— P. G. Held, Strand theatre, Griswold, la. —
General patronage.

THE WHIRLWIND OF YOUTH: Lois Moran
— December 16-17. Quite good, although some of
the love making is rather peppy for this burg.
Ran on double feature nights with “Hook and
Ladder No. 9” to fair business. Six reels.- -
E. M. Biddle, Strand theatre, Paoli, Ind. — Small
town patronage.

THE PALM BEACH GIRL: Bebe Daniels—
Possibly too old to buy, but better than some of
her others. — G. Carey, Strand theatre, Paris,
Ark. — General patronage.

QUICKSANDS: Richard Dix — A reissue, but a
good program picture. Pleased majority. Five
reels. — A. G. Witwer, Grand theatre, Rainier,
Ore. — General patronage.

Pathe-P D C

CLINGING VINE: Leatrice Joy— 40%. A
mighty nice program picture. Pleased. — G. Carey,
Strand theatre, Paris, Ark. — General patronage.

THE YANKEE CLIPPER: Special cast— 25%.
November 16. A good program picture, but not
a special. Took a big flop at the box office for
us. Rental too high for this town. Did not
draw, even though we advertised it well. — K. R.
Smith, Rialto theatre, Stromsburg, Neb. — Small
town patronage.

THE COUNTRY DOCTOR: Special cast—
December 14-15. A few pictures like this and a
man might regain his self respect and not be
ashamed to tell what line of business he followed.
If a little more care had been used in the light-
ing and photography and technicolor used in the
fire scenes, this in my opinion, would be one of
the greatest, human, true-to-life dramas ever
produced. Rupert Julian is to be congratulated

December 31, 1927

EXHIBITORS HERALD

49

Let’s Give Van’s Gang
a Big Hand

You have read the important announcement appearing on pages 14, 15, 16 and
17. As a result of the merger of Exhibitors Herald and Moving Picture
World, Van’s Gang reporting to “Straight from the Shoulder Reports,’’ will
join the Herald Family in next week’s issue.

Let every member of the Herald Family extend to Van’s Gang a cordial wel-
come. The coordination of these two exhibitor report departments will
make for a greater service department — greater even than the past great-
ness of “ What the Picture Did for Me.’’

upon his fine direction and the whole cast do
great work, especially Schildkraut. Eight reels.
— P. G. Vaughan, Sun theatre, Kansas City, Mo.
— Neighborhood patronage.

NO MAN’S LAW: Rex, the Home — August
1-2. We consider this the better of the last two
or three of this horse’s pictures for the reason
there is a little more story and acting by the
human element in the cast and not quite so
much horse. Plenty of comedy relief to help
put it over and plenty rough enough for your
Saturday night crowd. Seven reels. — Crosby &
Schwierske, Rex theatre, Colby, Wis. — Small town
patronage.

THE VOLGA BOATMAN: William Boyd-
One of the very best pictures ever shown on our
screen. Wonderful acting by the entire cast.
Elinor. Fair one of the most beautiful women
on the screen. She took her part wonderful.
Why don't we hear more about her ? Wonderful
directing in this, which of course helps to put
the picture over. Eleven reels. — Crosby &
Schwierske, Rex theatre, Colby, Wis. — Small town
patronage.

HIGH HAND: Special east — Terrible. Tried
to strengthen the bill by playing Chaplin in
‘‘A Dog’s Life,” and this also was terrible. A
patron on his way out asked if I had to pay for
film like that. Just another day wasted, and a
dissatisfied audience. — A. G. Miller, Lyric theatre,
Atkinson, Neb. — General patronage.

HER MAN O’ WAR: William Boyd — Decem-
ber 10. Dark house due to weather conditions.
— J. S. Landry, Columbia theatre, Morganza, La.
— Small town patronage.

Rayart

JACK OF HEARTS: Cullen Landis— 5%.

December 6. Well, boys, here is a knockout of a
picture. I did not expect anybody out at all.
The 6torm we had was so bad you could not see
across the road, but a few came anyhow. And,
Oh ! how they talked about it. It has heart
appeal and lots of good action, better than lots
of so-called big producer's specials. Not so very
long but how they swallowed every move and
every word of it. Have read some poor reports
on this but those men sure must be all wrong.
They sure will remember it hereafter. Six reels.
— Rudolph Duba. Royal theatre, Kimball, S. D. —
General patronage.

Tiffany

COLLEGE DAYS: Special cast — This is one
of the sweetest pictures I have run. Tied up with
the school. Did well. Tiffany has some good
products and they are cheap. — S. B. Callahan,
Arrow theatre, Broken Bow, Okla. — General pat-
ronage.

United Artists

MY BEST GIRL: Mary Pickford— 86%. Decem-
ber 13. Pleased our patrons which naturally
pleased the exhibitor. Much comment. Good
picture for small exhibitors if bought right. Nine
reels. — Newman & Gordy, Ne-Go theatre, Toronto,
Kan. — General patronage.

STELLA DALLAS: Special cast — 20%. Didn’t
draw here, but it is a real picture. Play it,
and go after the church crowd. They will like
it. Wish I could get more as good, as I am tired
hiding in the alley, this bad weather, after some
of the so-called specials. — G. Carey, Strand the-
atre, Paris, Ark. — General patronage.

THE GENERAL: Buster Keaton — Let it alone
at any price. Keaton should be ashamed. How
I dread ‘‘Battling Butler.” — G. Carey, Strand the-
atre, Paris, Ark. — General patronage.

Universal

RAMBLING RANGER: Special cast— 45%. Not
a cowboy picture. Not much action. All
wrapped around a found baby, a dog, and a mine.
Dorothy Gulliver not much for beauty or for
acting. Only one boresome scene, however.
That is where Jack has to tend to the baby and
change swaddling clothes much to the loud guf-
faws from the nitwit section of the theatre.
Why do they still do it? — Philip Rand, Rex
theatre, Salmon. Idaho. — General patronage.

WESTERN ROVER: Art Acord — 75%. Decem-
ber 9. This is the best Western from Universal
in a long time. The most of the prints are junk
but this one was good. Five reels. — Kenney
Lloyd. Joy theatre. Foreman, Ark. — General pat-
ronage.

THE BUCKAROO KID: Hoot Gibson— 68%.
December 4. A good Western and they came
out to see him. Hoot is always good here. Six
reels. — Mrs. Hulda J. Green, Gem theatre. Green-
river, Utah. — General patronage.

PAINTING THE TOWN: Glenn Tryon— No-
vember 30-December 1. We think this is a very
fine comedy feature. By the good reports we
have read on this we expected a million dollar
show but didn’t get it. To our estimation this
is good all right but all the comedies like this
put in one sack don’t mean a nickel to our box
office so what’s the use to make somebody else
excited. Six reels. — Rudolph Duba, Royal the-
atre, Kimball, S. D. — General patronage.

DOWN THE STRETCH: Special cast— A good
race track story. — G. Carey, St rand theatre, Paris,
Ark.. — General patronage.

BEWARE OF WIDOWS: Laura La Plante—
December 6. Any picture that has Otis Harlan
in it is not a total loss and this is no exception.
A light frothy comedy drama that will not give
you a headache trying to dope it out, and neither
will it leave you with a bad taste in your mouth.
In other words it’s a pretty fair little picture.
Six reels. — P. G. Vaughan, Sun theatre, Kansas
City, Mo. — Neighborhood patronage.

THE ICE FLOOD : Special cast — Good program
picture. Print No. 1. Six reels. — P. G. Held,
Strand theatre, Griswold, la. — General patronage.

Warner Bros.

DEARIE: Irene Rich — 37%. December 3.
Irene Rich is good but William Collier Jr.,
overacts and is not very good. Picture good.
Seven reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

THE LITTLE IRISH GIRL: Dolores Costello
— 41%. December 10. Good comedy drama. Seven
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

THE HEART OF MARYLAND: Dolores

Costello — Although same type of picture made
many times before this one is now ripe due to
fact nothing serious has been attempted lately
in this line. Costello overrated in this picture
and saved by supporting cast. Six reels. — C. H.
Olive, Princess theatre, Washington, D. C. — Gen-
eral patronage.

WHAT EVERY GIRL SHOULD KNOW: Patsy
Ruth Miller — Good regular program picture.
Seven reels. — Giacoma Brothers, Crystal theatre.
Tombstone, Ariz. — General patronage.

State Rights

GOLDEN WEB: Lillian Rich — 75%. December
10. This is a good picture. — Kenney Lloyd, Joy
theatre, Foreman, Ark. — General patronage.

RANGE RAIDERS: A1 Hoxie — Ordinary

Western. — G. Carey, Strand theatre, Paris, Ark.
— General patronage.

Serials

KING OF THE JUNGLE: (State Right)—
Boys, here is a good serial. First independent
serial run. I will say a few more like this one
and Pathe and Universal will have to make
better serials. Book it. — S. B. Callahan, Arrow
theatre, Broken Bow, Okla. — General patronage.

THE SILENT FLYER: (Universal) Special
cast — This is the best serial I have run in a long
time. Pleased 100 per cent. Ten episodes. —
Kenney Lloyd, Joy theatre, Foreman, Ark. — Gen-
eral patronage.

Short Subjects

EDUCATIONAL

FELIX DINES AND PINES: Very good
cartoon comedy. — A. G. Witwer, Grand theatre.
Rainier, Ore. — General patronage.

HOLD YOUR HAT: A1 St. John— A good

comedy. Two reels. — K. R. Smith, Rialto the-
atre, Stromsburg, Neb. — Small town patronage.

HOWDY DUKE : Lupino Lane — Oh, boy ! how
they laughed at this one, it is good. Educational
comedies are sure good ones. Two reels. — Kenney
Lloyd, Joy theatre. Foreman, Ark. — General pat-
ronage.

ON EDGE: Mermaid Comedy — A good comedy.
Two reek. — K. R. Smith, Rialto theatre, Strome-
burg. Neb. — Small town patronage.

QUIET PLEASE: Cameo comedy — Just a fair
comedy, not much to it. Very few laughs. One
reel. — K. R. Smith, Rialto theatre, Stromsburg,
Neb. — Small town patronage.

SHELL SOCKED : A good war comedy, and
they sure laughed. Two reels. — Kenney Lloyd,
Joy theatre. Foreman, Ark. — General patronage.

SWEET BABY : Fair comedy only. One reel.
— A. G. Witwer, Grand theatre, Rainier, Ore. —
General patronage.

F B O

BRUISERS AND LOSERS: Special cast— Just
a comedy. Did not please my customers. Two
reels. — K. R. Smith, Rialto theatre, Stromsburg,
Neb. — Small town patronage.

DOC’S GEST: Pretty fair wisecraeker comedy
which helped the program 6ome. Two reels. —
Rudolph Duba, Royal theatre, Kimball, S. D. —
General patronage.

FOOLS AROUND: Crazy Kat — These cartoons
are all alike and nothing to them whatever.
One reel. — Rudolph Duba, Royal theatre, Kim-
ball, S. D. — General patronage.

IT’S A BUOY: Alberta Vaughn — Second of
series and very good. Two reels. — Mrs. Hulda J.
Green, Gem theatre, Greenriver, Utah. — General
patronage.

MICKEY’S PALS: Dandy comedy for children
and some of the grownups will like it too. Two
reels. — -Rudolph Duba, Royal theatre, Kimball, S.
D. — General patronage.

ROLL YOUR OWN: Alberta Vaughn— First
of “Fighting Hearts” and seems to be pretty
good. Two reels. — Mrs. Hulda J. Green, Gem the-
atre, Greenriver, Utah. — General patronage.

WANDERERS OF THE WAISTLINE: Three
Fat Men — This is strictly a Western comedy, but
is a good one. Two reels. — K. R. Smith, Rialto
theatre, Stromsburg, Neb. — Small town patronage.

WISECRACKERS : Here is a series of nice

clean light comedy that goes over with our
patrons like the waters flow over Niagara Falls.
Nice and easy, lots of laughter. Two reels. —
Giacoma Brothers, Crystal theatre, Tombstone,
Ariz. — General patronage.

FOX

HER BLUE BLACK EYES: Fairly good com-
edy. Two reels. — A. G. Witwer, Grand theatre,
Rainier, Ore. — General patronage.

PATHE

A LOVE SUNDAE: Alice Day— Good. Two
reels. — Mrs. Hulda J. Green, Gem theatre, Green-
river, Utah. — General patronage.

MADAME MYSTERY: Theda Bara— An old
favorite back in a good comedy. Two reels.—
Mrs. Hulda J. Gi-een, Gem theatre, Greenriver,
Utah. — General patronage.

SPORTLIGHTS: Grantland Rice— These are

good but not as good as they were two or three
years ago. They are too much the same now.
One reel. — Kenney Lloyd, Joy theatre, Foreman,
Ark. — General patronage.

WIDE OPEN FACES: Ralph Graves — Good.
Two reels. — Mrs. Hulda J. Green, Gem theatre,
Greenriver, Utah. — General patronage.

50

EXHIBITORS HERALD

December 31, 1927

CHICAGO PERSONALITIES

■ ■ By Whit —

THIS being the season of greetings and well-wishes, a
letter has come to my desk from two boys who left the
Chicago family of the HERALD and their friends down
the row to go to Los Angeles to represent this paper there.
It’s from Douglas Hodges and Ray Murray and is addressed
to all their Chicago friends. Here it is:

“The solacing thing about writing a
letter to you all is that after you have
read it each of you will owe us a letter.

“We should remind Si Greiver that he
promised faithfully to write to the young
man on the Herald who left Chicago
for the Coast in June. Get your pen in
hand, Si.

“We have heard that Len Ullrich has
become a greater eff bee oh and have
since noted that company’s accomplish-
ments. We talked to Bryant Washburn
the other day about that kid brother of
his who is now heading the F B O gang.
Bryant agrees with us that there’s no
one like Herb. Haven’t heard what Roy
Alexander is doing, but will wager ten
cents to a broken button he’s making
lots of money wherever he is.

“And has Walter Brown ever become
branch manager? Put it to a vote of ex-
hibitors and he’d probably be elected on
an independent ticket. Shouldn’t wonder
but what Sam Gorelick is in the bowling
alley business by this time. Can anyone
outbowl him?

“We’ll take this paragraph to send
New Year greetings to three of the row’s
most popular individuals, Jerry Abrams,

Marie and Pal. Now you take Clyde
Eckhardt, there’s a great guy. He fig-
ured Hodges and Murray were strangers
out in Hollywood and less than three
months after the former left Chicago
Clyde sent Paul Johnson out to join us.
We wish to report, Mr. Eckhardt, that
Paul has been given an iron key to the
city’s gates and has been dined and
wined with appropriate care.

“Frank Ishmael, we hope, is still the
town’s worst golfer and we hope he con-
tinues to be until we meet again, be-
cause he’s the only man on earth that
we can beat on a golf course. With
Rogers Park still under the care of Ed-
die Brichetto we figure it’s safe to leave
the sidewalks out at night.

“Haven’t seen Bill Sweeny’s name in
the paper in the last two weeks and can’t
understand what can be the matter with
that Herald reporter. Can’t understand
why Bill and Jack Miller don’t lock up
their desks and run down to Havana for
the winter months.

“Does Bill Brumberg still drive the
brougham? And does he still think Uni-
versal pictures are better than others?

“Shouldn’t wonder if C. C. Wallace

and Freddie Martin are leading the
United Artists national sales campaign
as of yore. And speaking of sales cam-
paigns, we picked up a First National
bulletin last week on A1 Rockett’s desk
and saw R. C. Herman’s name represent-
ing Chicago. That just goes to show
what association with Carl Leserman
will do for a man.

“Roy Johnston, expert publicist of
First National, was talking about the
old days this afternoon and reminded us
of the time when Irving Mack was con-
sidered one of the country’s foremost
theatre exploitation men. Whenever we
see the word ‘security’ on a bank check
or an insurance policy it reminds us of
a film exchange in Chicago. And that
film exchange reminds us of Irving Man-
del.

“There are lots of others.' Fred Aiken,
Jack Sampson, Ernie Grohe and Dave
Rubin; Oscar Florine, Joe Woodward
and Hary Gaham; Paul Busch and Fank
Flaherty; Harry Lorch and Dan Roche;
Jack Howland and T. R. Gilliam; Max
Schwartz and Perc Barr; Sidney Stern
and Jimmie Murtaugh; Tom Mitchell
and ‘Red’ Johnson.

“Nobody reads anything but Exhibi-
tors Herald out here and they are a lit-
tle doubtful if there are any other trade
papers.

“It’s a great life for a trade paper man
and he lives with the ease of King
Midas. There’s very little, if any, work
to do and it’s often a problem whether
to spend a day horseback riding with
Fred Thomson or spend it at Tia Juana
with Wallace Beery. Money is nothing.

“So we share with you the season s
greetings, from

“RAY MURRAY and
“DOUGLAS HODGES.”

* * *

There’s fun in gathering news for this
page when the job includes attending par-
ties such as was held at F B O Saturday
afternoon. Yes, sir. It was a real, bang-
up party, and my Christmas was made
happier by it. It was a pleasure to see
Ted Meyers with a small white apron
stretched across his mid-section carving
great slices of turkey and the pleasure was
increased when you ate the sandwiches
that Ted so bountifully handed out. There
were cigars for the men, candy for the
ladies and presents for everybody. In a
short but sincere talk, Herb Washburn ex-
pressed his appreciation of the cooperation
and help that has been extended him by
the people of the exchange. A letter was
read from Joseph Kennedy which ex-
pressed his appreciation of the work of
the Chicago exchange, and a message was
dispatched to him promising increased co-
operation from the exchange for the com-
ing year. And then everybody went home
happy.

* * *

Max Stahl, Minneapolis branch manager
for Educational, was a guest of Dave

Dubin last Friday.

* * *

Ted Meyers extends New Year greetings
to his old friends in Omaha and St. Louis.
* * *

Jay O’Connell’s Christmas was marred
for him Saturday when his Chevrolet was
stolen from in front of the Universal ex-
change. It looks as if even Santa Claus
is learning tricks from Chicago’s gangsters.
* * *

Henry Herbel, Chicago branch manager
of Universal, says that throughout the
coming year he wants every exhibitor to
know that his office is always open to
them, and that they are always welcome.

* * *

Max Hyman sailed Saturday from New
York for a trip around the world. His
brother, Harry, accompanied him as far as
New York. Max will be gone nine or ten
months.

For Illinois

GREIVER PRODUCTIONS

83 1 SOUTH WABASH AVE.,
CHICAGO, ILL.

For Indiana

MIDWEST FILM CO.
OF INDIANA

218 trimmer Bldg., IndianapoH*

Specify Prints
on Eastman Film

The commanding position
which Eastman film occupies to-
day has been won by years of
consistently high quality, backed
by years of cooperation with
the industry.

To get the highest possible
photographic quality on your
screen, always specify prints on
Eastman Positive.

EASTMAN KODAK COMPANY

ROCHESTER, N. Y.

EXHIBITORS HERALD

> SENTRY

Hint iVcnderful HtwenUcn

Mtp Win. Cohen

Qttidwg hand of a circuit
of over 40 theatres

at res

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. c f buiuoing

SCHtAm Iho — S’»££'S

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iTTfEDKITOSL

CO RPOR AT i Q t>

13th and Cherry St*., PHILADELPHIA 1560 Broadway, NEW YORK
And All Branches of

NATIONAL THEATRE SUPPLY COMPANY

-gr

Can be attached to any projector. Costs only a few cents a day

IN 2 SECTIONS

I

FINIS FOX, author of the screen story of “Resur-
rection” and likewise author of “Ramona” has re-
cently come to the fore of outstanding screen writers.
Both pictures are releases of United Artists Corp.

A LFRED E. GREEN, evaluated by American box
offices as one of the foremost directors of the film
industry, is beginning a big special for Fox Film Cor-
poration from Jack Bethea’s novel, “Honor Bound.”

JVOL. XXXII, No. 3

December 31. 1927

December 31, 1927

EXHIBITORS HERALD

3

casern's

FROM

BILLIE DOVE

FIRST NATIONAL PICTURES

«JIn extending BEST WISHES for a HAPPY and PROS-
PEROUS NEW YEAR, I wish to add my grateful appre-
ciation of the many compliments and courtesies from the
exhibitors who have presented my pictures during 1927.

— Billie Dove.

4

STUDIO SECTION OF

December 31, 1927

December 31, 1927

EXHIBITORS HERALD

5

Clara Bow

Paramount Star

Now appearing in “Red Hair”

6

STUDIO SECTION OF

December 31, 1927

Sally O’Neil

Season ’s
Greetings

December

1927

December 31, 1927

EXHIBITORS HERALD

/

SPEEDY

The Harold Lloyd Corporation

8

STUDIO SECTION OF

December 31, 1927

"‘Ride ’Em Cowboy”

for a

Merry Yuletide!

Is the fervent wish

of

“Hoot” Gibson and His Staff

now

Producing Their Own Productions

for

Universal Release

December 31, 1927

EXHIBITORS HERALD

9

MARSHALL NEILAN

Just completed direction of

“HER WILD OAT” with COLLEEN MOORE
and

“AFTER THE SHOW” with MARY ASTOR
and LLOYD HUGHES

for

FIRST NATIONAL PICTURES CORP.
Author of

“HELL’S ANGELS”

CADDO PRODUCTIONS

United Artists Release

1927-28

BLANCHE SWEET

Marshall Neilan Studios
1845 Glendale Blvd.

Titles by

MALCOLM STUART BOYLAN

FOX

1926 — 1927 — 1928

10

STUDIO SECTION OF

December 31, 1927

With Cordial Greetings
of the Season

RICHARD DIX

December 31, 1927

EXHIBITORS HERALD

11

Greetings

from

Betty Bronson

1928

HOLLYWOOD

12

STUDIO SECTION OF

December 31, 1927

The Season’s Greetings

Harry Langdon

Now

“THE CHASER”

Recently

“Three’s a Crowd” “The Strong Man”
“Long Pants” “Tramp, Tramp, Tramp”

RELEASING THROUGH FIRST NATIONAL

December 31, 1927

EXHIBITORS HERALD

13

I

NOW: “The Dance of Life”

14

STUDIO SECTION OF

December 31, 1927

fflmp

Cfjristmas

EDWIN CAREWE

Producer-director of

“RESURRECTION” and
“RAMONA”

Starring Dolores Del Rio

f)ear

FINIS FOX

Screen author of

“RESURRECTION” and
“RAMONA”

December 31, 1927

EXHIBITORS HERALD

15

HAPPY NEW YEAR

IN STORE FOR ALL
EXHIBITORS BOOKING

DOLORES DEL RIO

IN

“RAMONA”

HELEN HUNT JACKSON’S GREAT AMERICAN LOVE STORY

An Edwin Carewe Production

Presented by

INSPIRATION PICTURES, INC.

(WALTER CAMP, PRES. J. BOYCE SMITH, TREAS.)

AND

EDWIN CAREWE

SCREEN STORY BY UNITED ARTISTS

FINIS FOX PICTURE

Produced at Tec- Art Studios, Hollywood

16

STUDIO SECTION OF

December 31, 1927

— now making

“Honor Bound”

by Jack Bethea
for

Wm. Fox Film Corporation

Achievements

“Through the Back Door” — Mary Pickford
“Little Lord Fauntleroy” — Mary Pickford
“Come on Over” — Colleen Moore
“Bachelor Daddy” — Thomas Meighan
“Our Leading Citizen” — Thomas Meighan
“Back Home and Broke” — Thomas Meighan
“Sally” — Colleen Moore
“Irene” — Colleen Moore
“Ella Cinders” — Colleen Moore

“Potash and Perlmutter — in Hollywood” — George Sidney
“The Auctioneer” — George Sidney
“Is Zat So?” — George O’Brien and Edmund Lowe
“Come to My House”—01ive Borden and Antonio Moreno

Alfred E. Green

December 31, 1927

EXHIBITORS HERALD

17

JACK WHITE

producing

EDUCATIONAL COMEDIES

The ’’Herald s'* 1928 Prosperity List

&

George Archainbaud

Ben Lyon

Philip Bartholomae

Harry Langdon

Dwinelle Benthall

Mervyn Le Roy

Billy Bevan

A1 Martin

Clara Bow

Leo Meehan

A1 Boasberg

Colleen Moore

Betty Bronson

Jack Mulhall

Malcolm Stuart Boylan

Rufus McCosh

Edwin Carewe

Barney McGill

Dan Clark

Tom Mix

Maria Corda

Nick Musuraca

Charles Clarke

Marshall Neilan

Alfred Cohn

Greta Nissen

Richard Dix

Marie Prevost

Billie Dove

Elizabeth Pickett

George Folsey

Sally O’Neil

Garrett Fort

Luther Reed

Harrison Ford

Jason Robards

John Ford

Stephen Roberts

Finis Fox

Albert Rogell

Hoot Gibson

Mark Sandrich

D. W. Griffith

Lou Seiler

Alfred E. Green

Gertrude Short

Howard Green

George Sidney

Sid Grauman

Leonard Smith

Alan Hale

Arthur Stone

James Hall

Karl Struss

Jean Hersholt

Blanche Sweet

Inspiration Pictures

Fred Thomson

Charles Lamont

Bobby Vernon

Rex Lease

Jules White

Jacqueline Logan

Jack White

Harold Lloyd

Dorothy Yost

JOHN S. SPARGO
JAMES BEECROFT
Eastern Representatives

A monthly supplement of Exhibitors Herald devoted to production.

RAY MURRAY
DOUGLAS HODGES

Editors

EDITORIAL AND
ADVERTISING OFFICES
EXHIBITORS HERALD

CHICAGO

407 So. Dearborn St. Telephone
Harrison 9248. Cable Address:
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Jay M. Shreck, Managing Editor
George Clifford, Business Manager
Ernest A. Rovelstad, News Editor

NEW YORK

565 Fifth Are, Telephone Vander-
bilt 3612-3613.

Janies Beecroft, Manager
John S. Spar go, New York
New* Editor

LOS ANGELES

5617 Hollywood Blvd. Telephone
Gladstone 3754.

Ray Murray
Douglas Hodges,

Editors, The Studio

LONDON

The Bioscope (J. Cabourn, Editor)
Faraday House, 8-10 Charing Cross
Rd.. W. C. 2.

There is no more important phase
of motion pictures than the studio.
Upon its problems, activities and
personnel depends in a big measure
the success of other branches of
the business.

In The Studio, the Herald offers a
medium devoted exclusively to this
vital element of the motion picture.
Its contents deal exhaustively on
all studio matters.

SUBSCRIPTION RATES

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$3 per year.

Canada — $4.50 per year.

Other points of the world—

$6 per year.

Single copies, 25 cents.

Advertising rate cards and Audit
Bureau of Circulations statements
furnished upon application.

In This Issue —

EXHIBITOR readers of “Herald” select the biggest box office
names of 1927; Colleen Moore and Tom Mix lead in balloting
by hundreds of theatre owners; Clara Bow makes an amazing ad-
vance in popularity during the last 12 months.

THE “Herald” presents its 1928 Prosperity List of directors,
players, scenario writers, title writers, gag men, cameramen and
other studio workers — “The Fable of the Screen,” an editorial —
F B O sets record with new productions.

THE “Studio Preview” in which are presented the first reports on
“A Trick of Hearts,” “The Leopard Lady,” “Baby Mine” and
“Mixed Marriages” — Green, DeMille, Lubitsch and McCormick plan
specials for 1928; Prosperous year ahead seen.

“ T N Conference,” Bob Early’s pithy column which is published
A monthly as a feature of “The Studio” — Universal men invent
a new method of treating film in the laboratory — Nagel, Warners
and M-G-M enter a three way agreement for star’s service.

PRODUCTION in Hollywood is unhalted by the Christmas holi-
days; Thirty-seven pictures are now in progress, with Paramount
leading with seven; Fox, Universal and F B O are next with each
company now working on six forthcoming attractions.

NEW uniform contract is held to be a big victory for motion pic-
ture players; Definite complaint must be made justifying dis-
missal; Forty-eight hour clause is granted to the players; Salary
payments to be based on six day week.

20

December 31, 1927

STUDIO SECTION OF

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A.
Martin J. Quigley, President

Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer

Member Audit Bureau of Circulations
Copyright, 1927, by Quigley Publishing Company

All editorial and business correspondence
should be addressed to the Chicago office

Other Publications: The Chicagoan and Polo, class journals; and the
following motion picture trade publications, in addition to The Studio, pub-
lished as supplements to Exhibitors Herald: Better Theatres, every
fourth week, and The Box Office Record & Eguipment Index, semi-annual.

Vol. XXXII December 31, 1927 No. 3

The Fable of the Screen

Ancient history has its fables. Today we read with
much humor the fables and fairy tales of Aesop and Hans
Christian Andersen, to mention only two of the hedonists
of the past.

There are phases of the motion picture industry today
which, judging from the annual records now presented
by Exhibitors Herald, still have honest faith in fables
and fairy tales.

The Herald, with this issue of “The Studio,” completes
two surveys of real significance to the business. One,
which was published last week, dwelt upon the box office
value of productions of 1927. The one published in this
issue of “The Studio” bears directly upon the vital per-
sonality, the player.

The pictures and stars of yesteryear are no more today.
The motion picture industry has progressed too rapidly
for those who have revelled in the glories of the past.

In the public the motion picture industry has found a
fickle audience. And that is as it should be. The public
is not to blame for the diminishing satelites. It is the
satelites themselves who have permitted an ever-changing
public attitude to overshadow them by the onrush of
new popularity.

There are exceptions, and in these exceptions you will
find the same progressive spirit which has marked the
advance of the motion picture itself. Those who have
been tardy in accepting a new world as it relates to the
screen are gradually becoming non-entities in screen en-
tertainment. They are the ones who might believe that
in his fables, Aesop was expounding a truth.

The story of Henry Ford will not go down in history
as a fable, for the simple reason that he has kept abreast
of the times. Though a pioneer in the automotive in-

dustry. he has heeded public demand and his product
today, after years of standardization, has brought forth a
product of new model which has a direct bearing upon
the development of humanity itself.

Further than that, Ford did not depend upon the palp-
able popularity of his new car to sell it to his dealers or
to the public. Ford conducted one of the wisest and most
alert showmanship campaigns that has been realized in
the industrial world. Ford has kept abreast of the times,
and today he is netting millions in profits.

In the motion picture industry a personality is not on
the same plane as a manufactured product. It far ex-
exceeds it for it requires a personality to produce a
manufactured product. Without that there would be no
product — there would be no motion picture. But the per-
sonality must, as the product is, be promoted by real
showmanship so that the retailer — the exhibitor — and the
consumer may realize honest merits. Likewise, the per-
sonality must be as up-to-date as the product of the manu-
facturer.

This business, although only 20 years old, has seen but
few personalities endure. That is not true of the so-called
legitimate stage. It would seem then that the fault lies
within the personality — within the business itself.

Not so long ago an exhibitor wrote that one of the out-
standing productions of the year was known by but few
persons in his locality. Here was a picture that had been
considered by many as the greatest ever produced. Ford’s
new model of car is probably known by every inhabitant
of that community. That stresses the value of aggressive
exploitation and promotion.

The motion picture industry is comprised of three im-
portant classifications — exhibitor, producer and distribu-
tor. Of these three, the exhibitor is the retailer. Unless
he believes in the product of the producer and distributor
he cannot market it with proper salesmanship. He is not
unlike the player who cannot give his best in a role that
is not suitable.

Every worker, whether it be John D. Rockefeller,
Henry Ford, Adolph Zuker or J. P. Morgan, needs an
incentive to drive him on and that acclaim is the acclaim
of retailer and consumer. Certainly, then, the player
needs a similar incentive.

The motion picture industry, more than the automotive
industry, more than financing, more than the oil industry,
is founded on the principle of deliverance plus show-
manship.

Yet, there are those who are writing the fable of the
screen, those who are lagging by the wayside. They are
neither keeping abreast of the time, nor are they capi-
talizing their product.

Those who are writing the Aesops Fables of today are
the men and women of the screen who are trying to live
in the days of Lubin, Essanay, Triangle, etc.

Jleto J?eatr

December 31, 1927

21

EXHIBITORS HERALD

Tom Mix (Fox)

Colleen Moore (First National)

“Herald” Exhibitor Readers Select

Big Names of 1927

By THE EXHIBITOR

The biggest box office names of 1927! Who are they?

Your screen critic on the newspaper will tell you. Your
producer will tell you. Your distributor will tell you.
And your film salesman — yes, he will tell you, too.

But, who are the big names in the lights?

* * *

There is only one individual in the motion picture in-
dustry who can give an honest and correct answer to that
conundrum, and that person is Mr. Exijibitor.

In its annual survey among hundreds of theatre owners,
the Herald is able to determine accurately the names
which put money into the pocketbook of Mr. Exhibitor.

This year’s survey reveals many interesting phases of
that important factor known simply by the term,
“Names.” It reveals the power of a few to maintain a
dominating position. It reveals the superlative ability of
others who have advanced within a comparatively few
months to the high plane of recognition.

•X- * -X-

“Names” which are presented on the following two
pages, and which were selected by a vote of the exhibitors
themselves, must be recloned with if the theatre is to

make a handsome profit each year. These are names for
the lights out front and for the black type in the news-
paper advertising and throwaways.

-X- * -X-

The topnotchers in the 1927 poll are, for the most part,
stars of comedy dramas, comedies and Westerns. Colleen
Moore, Tom Mix and Fred Thomson for the second time
hold the premiere positions.

Another amazing feature of this year’s poll is the great
advance made by Clara Bow, who, last year, ranked far
down in the list. Her development into a “Name” during
the last 12 months has been astounding.

•X* -X- -X-

If the reader will refer to the list of “Money Makers”
published in the Herald last week he will find that in
most of the big pictures are the big names published this
week. This seems to be conclusive evidence that, despite
the attitude to submerge “Names,” they are a vital factor
and must be reckoned with.

In a forthcoming issue, the Herald will publish a list
of the directors whose names are a power at the box
office.

22

STUDIO SECTION OF

December 31, 1927

Clara Bow (Paramount)

Fred Thomson (Paramount)

Lon Chaney (M-G-M)

Richard Dix (Paramount)

Norma Shearer (M-G-M)

Norma Talmadge (United Artists)

The Big Names of 1927

FEMININE

COLLEEN MOORE 223

CLARA BOW 176

BEBE DANIELS 92

LAURA LA PLANTE 69

NORMA SHEARER 65

MARION DAVIES 58

NORMA TALMADGE 57

MARY PICKFORD 49

BILLIE DOVE 33

VILMA BANKY 29

MADGE BELLAMY 24

DOLORES COSTELLO 21

GLORIA SWANSON 21

RENEE ADOREE 18

GRETA GARBO 18

LILLIAN GISH 18

JOAN CRAWFORD 17

LOUISE FAZENDA 17

MARIE PREVOST 17

ESTHER RALSTON 17

IRENE RICH 17

CONSTANCE TALMADGE 17

BELLE BENNETT 16

EVELYN BRENT 16

VIOLA DANA 15

PAULINE FREDERICK 15

JANET GAYNOR 15

LEATRICE JOY 15

DOROTHY MACKAILL 12

JUNE MARLOWE 12

SHIRLEY MASON 12

POLA NEGRI 9

ANNA Q. NILSSON 9

SALLY O’NEIL 9

AILEEN PRINGLE 6

ALICE TERRY 4

FLORENCE VIDOR 4

MALE

TOM MIX 229

FRED THOMSON 165

LON CHANEY 158

RICHARD DIX 145

HOOT GIBSON 136

HAROLD LLOYD 121

KEN MAYNARD 119

JOHN GILBERT 103

WALLACE BEERY 73

DOUGLAS FAIRBANKS 72

RIN TIN TIN 63

CHARLES MURRAY 61

BUCK JONES 57

Wallace Beery (Paramount)

Rin-Tin-Tin (Warner Brothers)

Milton Sills (First National)

Mary Pickford (United Artists)

Thomas Meighan (Paramount)

Jackie Coogan (M-G-M)

William Haines (M-G-M)

December 31, 1927

EXHIBITORS HERALD

23

Hoot Gibson (Universal)

Harold Lloyd (Paramount)

Ken Maynard (M-G-M)

Douglas Fairbanks (United Artists)

Charlie Murray (First National)

Jack Holt (Paramount)

MILTON SILLS

JACK HOLT

RAYMOND HATTON

THOMAS MEIGHAN

JACKIE COOGAN

WILLIAM HAINES

REGINALD DENNY

RONALD COLMAN

KARL DANE

TOM TYLER

GEORGE SIDNEY

JOHN BARRYMORE

WILLIAM BOYD

SYD CHAPLIN

JOHNNY HINES

MONTE BLUE

EMIL JANN1NGS

DOUGLAS MACLEAN

TIM McCOY

ADOLPHE MENJOU

RAMON NOVARRO

ERNEST TORRENCE-

RUDOLPH VALENTINO .

GEORGE ARTHUR

BUFFALO BILL, JR

CHARLES CHAPLIN

LEW CODY

BOB CUSTER

LLOYD HUGHES

BUSTER KEATON

HARRY LANGDON

ROD LA ROCQUE

JACK MULHALL

CONRAD NAGEL

GEORGE O BRIEN

LIONEL BARRYMORE
RICHARD BARTHELMESS

GEORGE BANCROFT

NOAH BEERY

HARRY CAREY

AL COOKE

FRANKIE DARRO

JACK DEMPSEY

W. C. FIELDS

KIT GUARD

LARS HANSON

WILLIAM S. HART

EDMUND LOWE

BEN LYON

LEO MALONEY

GEORGE O’HARA

RANGER

LARRY SEMON

SILVER KING

BOB STEELE

RICHARD TALMADGE ...

57

54

49

45

42

42

41

39

39

36

32

31

25

25

22

18

18

18

18

18

18

17

17

15

15

15

15

15

15

10

10

9

9

9

9

8

6

6

6

6

5

5

5

5

5

5

3

3

3

3

3

2

1

1

1

1

Karl Dane (M-G-M)

Ronald Colman (Sam Goldwyn)

John Gilbert (M-G-M)

Laura La Plante (Universal)

Buck Jones (Fox)

Raymond Hatton (Paramount)

Tom Tyler (F B O)

Reginald Denny (Universal)

24

STUDIO SECTION OF

December 31, 1927

THE STUDIO PREVIEW

Hoot Gibson’s latest is “A Trick of
Hoot Gives ’Em Hearts,” a swift moving, clever com-
Plenty in edy directed by Reaves Eason. Hoot

“A Trick of Hearts” ^nows clientele and he gives them
just what they want — a bit of love-
making, some wild riding and plenty

of comedy.

The fun starts early in “A Trick of Hearts,” with Gib-
son acting as master of ceremonies and trying to persuade
his best girl to marry him. It is a typical Hoot Gibson
role, played in his usual “innocent country boy” style.
Georgie Hale is the girl in the case and makes a charm-
ing Western heroine. Hoot has surrounded himself with
a score of other excellent players, and in sets and atmos-
phere the production is correct in every detail. Poor
photography, or perhaps I should say, poor lighting, de-
tracted from some of the scenes. No doubt this will be
remedied in the finished print.

It has an amusing plot. The town of Manville, Tex.,
elects a woman mayor and sheriff and all the deputy
sheriffs are women. Hoot’s girl is made a deputy. They
propose to prohibit smoking and other male pursuits. Hoot
tries to find a man who is boss of his own household. He
offers a chicken to each man who lets his wife run things
and a horse to the man who is lord and master. At the
end of the day he has given away no horses. The men
get together and stage a series of holdups to scare the
women out of office, and take into their confidence a real
bank bandit and his gang. They rob the town bank and
almost kidnap Hoot’s girl before they are apprehended
and the women decide to let the men folks take charge.

Tom Reed wrote the titles and they help materially in
adding laughs. Folks like Hoot in this one.

—MURRAY.

If you like mystery dramas (and
Jacqueline Logan who doesn’t?) there 'is one recently
in Big Role of completed at the Pathe-DeMille stu-
Pathe Mystery Film dios’ “The Leopard Lady.” It was
adapted for the screen by Beulah
Marie Dix from the Edward Childs
Carpenter play of the same name.

Its locale is Austria and the story concerns a series of
murders that follow in the wake of a traveling circus
troupe. The mystery is well planted in the first reel when
a woman falls dead across the threshold of her home and
a little bent figure resembling a woman is seen stealing
away from the scene. The scene shifts to Vienna, where
“the leopard woman” is hired by the police force to ferret
the crime and apprehend the murderer. She joins the
circus and becomes the leading attraction upon the sud-
den death of the lion tamer. A Cossack rider makes love
to her. He is the owner of a pet monkey, who becomes
jealous of the girl, and in a terrific fight at the end of the
picture the mystery of the sinister events is cleared with
the death of the monkey and the arrest of the. Cossack
rider.

Jacqueline Logan gives an outstanding performance as
the secret service operative and her scenes in the leopard
cage add a thrilling punch. Another excellent perform-
ance is contributed by Alan Hale, as the menace. His role
is somewhat similar to that in “The Covered Wagon” —
a leering, sensuous character with ready wit. Robert
Armstrong played Cris, the leopard lady’s sweetheart. He
is new to the screen but shows promise.

Unusually clever shots typifying the spirit of the circus
run through the picture. Rupert Julian directed under the
supervision of Bertram Millhauser.

—MURRAY.

“Baby Mine,” M-G-M picture of
six reels, is a “monologue” that be- tt
gins in a college dormitory and ends Ba^y Mine Gets
in a bedroom. It’s titled by Ralph Blg LauShs; Well
Spence, forerunning wisecracker of his Directe(I Feature
kind, and is laughable in many places.

The major laughs of the picture develop from his titles
and from the work of Mr. Dane, M-G-M stock man.

It is a simple story built on well worn principles. The
big athlete is the victim of a friendly plot which results
in his marriage while semi-conscious to an athletic young
woman. He escapes and remains away until he receives a
wire that his wife has become a mother.

Friends have faked the telegram and find they must
borrow a baby. Each borrows one. The big fellow re-
turns to find three youngsters in his home. Owners of
the children come for their young and a more or less in-
volved bit of chasing and bustling follows.

It’s a surefire laugh getter.

George K. Arthur is also in the cast.

Robert Z. Leonard directed it with many able touches.
Several of the gags could have been polished up a little,
however.

The picture begins in brisk fashion and lets down when
the story is half told. It leads up to an expected climax
which does not materialize.

—HODGES.

Following up the comedy, “Adam
and Evil,” Aileen Pringle and Lew Bert Roach Proves
Cody are in the two chief parts of Himself DeLuxe
“Mixed Marriages,” an M-G-M pic- Comedian in M-G-M
ture. Although not billed as one of Film
the chief players of the cast Bert
Roach makes himself one of the actingest fellows in the
picture. It’s his comedy that brings the laughs many
times during Lew Cody’s gags.

It’s a picture that pleased the Westlake audience at the
preview. The showing was held during the first week
of December, which leads us to believe that it has been
parked in the cutting room for several weeks, because it
was begun by Hobart Henley July 28 on a budget under
$200,000.

But Florence Ryerson’s story provided a good basis for
a picture, and Aileen Pringle and Bert Roach can make
a good performance from little or nothing. There has
been a word or two spoken along Hollywood boulevard,
incidentally, to the effect that Louis B. Mayer is seriously
thinking of this young Mr. Roach. If he soon finds him-
self billed as Miss Pringle’s co-worker in other comedies
Hollywood will not be greatly surprised. (But what would
become of Mr. Cody?)

Mr. Cody’s biggest situations in this, as well as in other
well remembered pictures, are those in which he prances
about without any pants. It still gets laughs.

He is the writer of the week’s best seller in novels and
misunderstood wives and sweethearts are awaiting his ar-
rival at the more or less fashionable beach resort. Miss
Pringle “understands” her fickle husband thoroughly
enough to let him flounder into an elopement with Bert
Roach’s wife, Mary McAlister.

There isn’t much more to the story, except that the
elopers reach a nearby island in their motor boat and find
their forsaken spouses are picnicking amorously on the
same shores. It need not be said that the elopers regret
their enterprise. And so you have the setting, menace,
problem and solution, which is all there is to any story.

—HODGES.

December 31, 1927

EXHIBITORS

HERALD

25

Green, De Mille, Lubitsch and
McCormick Plan 1 928 Specials

Prosperous Year Ahead,
Studio Charts Indicate

Producers Are Preparing for an Expenditure of
Several Millions of Dollars

(Special to the Herald)

LOS ANGELES, Dec. 28. — Alfred E. Green, Fox director; Cecil B.
De Mille; Ernst Lubitsch, Paramount director, and John McCormick, of
McCormick Productions, are launching- big pictures this week which are
scheduled by their companies as 1928 specials.

Confidential Figures Show Big Programs
Budgets revealed by several large studios in confidence indicate clearly
that producers are girding themselves for strong competition in the new
year by laying out vast sums for motion picture production. Persistent
reports have been substantiated that Eastern capital has strongly rein-
forced Hollywood production finances with the obvious result that several
millions of dollars will be spent this year.

The Latest
Bookings

Eighteen more long run engagements for
A1 Jolson in “The Jazz Singer” will be
played soon. This means that within a
month this special production will be on
view in a total of thirty-six cities from
coast to coast. The openings scheduled for
early dates are at the Strand. Louisville ;
Franklin, Tampa; Dome, Youngstown;
Grand, Hazelton ; Capitol, Pottsville, Pa.;
Moore’s Opera House, Clarksburg, W. Va.;
Rialto, Omaha; Arcade, West Palm Be ch ;
Majestic, Providence; Metropolitan, Balti-
more; Savoy, Wilkes-Barre; Capitol, Spring-
held. Mass.; Circle, Indianapolis; Phiel, St.
Petersburg, Fla.; Fpy’s Rochester; Gra-
nada, Everett, Wash.; Strand, Scranton, and
the Empire, Portland, Me.

“The Warning,” a Columbia Picture, will
have its New York premiere at Moss’
Broadway during the week of January 2.

The Golden State Circuit has purchased
FBO product for 30 of their theatres in
and around San Francisco and Oakland.

Gloria Swanson's “Sadie Thompson” has
been booked by Publix, Loew’s, Skeuras,
Sanger, Stanley, Balaban & Katz, Dipton-
Zimmerman, United Artists Theatres an :1
Coston.

The Paramount theatre has booked First
National’s special, “The Private Life of
Helen of Troy,” and the new Colleen
Moore picture, “Her Wild Oat,” for show-
ing in the near future.

FBO Sets Record with
New Season Productions
Practically Completed

( Special to the Herald)

NEW YORK, Dec. 28.— What is be-
lieved to be a production record, is being
made at the FBO studios, according to
William Le Baron, vice-president.

Three pictures are now being shot, five
are in preparation, and when three more
are filmed the entire FBO product for
1927-28 will have been completed.

“The Devil’s Trade Mark,” “The Bantam
Cowboy,” and “Beyond London’s Lights”
are now being filmed.

Brown Signs With M-G-M

(Special to the Herald)

NEW YORK, Dec. 28. — Clarence
Brown has signed a new long-term con-
tract with M-G-M. Sylvia Beecher, 19-
year-old Blonde, has been signed by the
same company as a featured player.

Fox Stars Macdonald

( Special to the Herald)

NEW YORK, Dec. 28. — Farrell Mac-
donald, character comedian, has been re-
signed by Fox for five years, and will be
starred. Incidentally, he has dropped
the elusive “J” which preceded his name.

Vonceil Viking in Texas

( Special to the Herald)

NEW YORK, Dec. 28. — Vonceil Vik-
ing, who is riding, in the interest of
Universal Western pictures, from New
York to Los Angeles, is now in Texas.

Jolson in “Pagliacci”

(Special to the Herald)

NEW YORK, Dec. 28. — Warner Bros,
have signed A1 Jolson to play in their
next Vitaphone production which is to
be called “Pagliacci, the Clown.”

Alfred E. Green today named Estelle
Taylor as the leading feminine star of
“Honor Bound,” the biggest production he
has handled since coming to the Fox lot
from his successful career at First Na-
tional. Mammoth sets are being built at
Westwood for the exterior shots. George
O’Brien will play in the role opposite Miss
Taylor.

“Godless Girl”

Directed by De Mille

Cecil B. De Mille began work today on
“The Godless Girl,” the first film he has
personally attended since “The King of
Kings.” Lina Basquette is in one of the
leading roles of the picture which will
cost a big part of one million dollars.

John McCormick last week began work
on “Lilac Time,” in which Colleen Moore
stars for First National. The picture is
directed by George Fitzmaurice. The com-
pany will leave next Monday for location
near San Diego, where grounds have been
taken under a three months’ lease. Two
hundred people will occupy the location
camp, which is provided by Anderson
Boarding & Supply Company.

Exhibitor-esses

Introducing two members of Massa-
chusetts’ feminine exhibitor contin-
gent— (left) Mrs. Samuel T organ of
the Strand and Miss Adele Husson,
of the Royal, both in Lowell.

Florence Vidor in
Lubitsch Production

Ernst Lubitsch begins work the ninth of
this month on “The Patriot,” the big Emil
Tannings picture which Paramount will re-
lease. It is I.ubitsch’s first picture under
his Paramount contract and the first he
has undertaken since his trip to Germany a
year ago. Florence Vidor has received the
starring feminine role.

Fox Making
“Red Dancer”

Raoul Walsh has already begun work on
another big Fox picture, “The Red Dancer
of Moscow,” which stars Dolores Del Rio.
It is planned on extravagant lines and in-
cidentally is Walsh’s third experience with
Miss Del Rio on the Fox lot.

Newsreels Show Speed
In Screening Lindbergh
Landing at Mexico City

When Colonel Lindbergh landed at
Mexico City’s flying field recently the
various newsreels vied to see who could
get the actual shots first. The New York
Journal in the city edition of Saturday had
four large photos, by International, trans-
mitted over A. T. & T. wires, of the gala
event. The Paramount newsreel camera-
man at Mexico City, as soon as sufficient
pictures were obtained, took off in a Para-
mount airplane for Brownsville, Texas,
from which point the negatives were trans-
ported to Dallas. At Dallas positives for
all the theatres in the Southwest were
printed and distributed. From Dallas the
negatives went by air mail to Los Angeles,
San Francisco, Chicago, New York and
Atlanta.

Fox Newsreel shows “We” just as they
left Bolling Field at Washington, and be-
fore Lindy entered the cockpit.

British Like “Confetti”

(Special to the Herald)

NEW YORK, Dec. 28.— Critics of the
trade and lay press of Great Britain were
unanimous in their praises of “Confetti,”
First National’s first British made pro-
duction, at the premier showing of the
film at the Mayfair hotel, London, last
week.

26

STUDIO SECTION OF

December 31, 1927

IN CONFERENCE

- — — ■» » *-■— By Bob Early ■ » » — » ■■■>>■»

THE year just drawing to a close has wrought important changes in the
world of cinema. There will be more changes in the year that is dawn-
ing— more momentous and interesting than those which have occurred in the
past twelve months. The star system has reached its lowest ebb in a decade
during the closing weeks of 1927 and the domination of production by the
actor, so marked during the last dozen years of the business, has been prac-
tically wiped out. By concerted action in the guise of gentleman’s agree-
ments, the screen actor has been “licked” — whipped to a frazzle and the
domination of the director has been weakened to a considerable degree.
Of course there yet remain actors who command big salaries. The law of supply and
demand prevails as in other industries, but the unnatural demand which has existed has
been gready modified. Every large company is dispensing with the services of high salaried
feature people, stars and directors whose pay envelopes have been out of proportion to the
value of their services. And the star no longer dictates to the producer as to story material,
director and working conditions. As to the stars producing their own pictures, a scant
handful survive. Harold Lloyd, Charlie Chaplin, Doug and Mary alone remain; and
between the four of them they will produce not more than three pictures during the coming
year, making them a negligible entity.

Economic conditions have been largely responsible for the recent changes, augmented
by a working agreement among the producers that narrows the market for the artist with
something to sell. The actor, or director or writer who is under contract to one producer
is unable to dicker with another producer until his contract has expired — and not one day
before. This practically eliminates bargaining or competitive bidding and the employe,
is the goat, of course.

According to stories which have emanated from some of the larger studios, executives of
the producing companies have ventured perilously close to violation of the Sherman law
in maintaining this agreement. In some cases it is known that they have actually violated
it in threatening the blacklist. In fact, it is rumored in Hollywood that the federal author-
ities are at present investigating this phase of the producers activities.

Losing Faith in Hays

Another very recent development is the
sudden weakening of the Hays organiza-
tion. Some of the producers charge that
Hays has discriminated in favor of sev-
eral of the larger concerns. It was: re-
ported just this week that Hays had placed
his official O.K. on Gloria Swanson’s
version of “Rain” or “Sadie Thompson” —
or whatever it is to be called. This alleged
sanction of a production that had been vio-
lently banned previously has: enraged sev-
eral of the large producers who are threat-
ening to withdraw from the Hays organ-
ization. Warner Brothers, Fox and
Universal are said to be among those favor-
ing secession.

WRITERS GAIN STRENGTH

The Producers Association, operated by
the Hays organization, has struck a snag
in dealing with the screen writers — or, re-
fusing to deal with them. The producers
have succeeded in destroying the actors’ or-
ganization and the directors’ association,
forcing both to go to the Academy of Mo-
tion Picture Arts and Sciences if they care
to negotiate anything at all. After promis-
ing the writers a standard contract for a
half dozen years, the producers finally told
the Screen Guild that it didn’t intend to
fulfill that promise. At the next meeting
of the Guild, which has a membership of
about 200 active writers, the initiation fee
was wiped off and a membership drive be-
gun. With the Dramatists Guild of New
York behind them to a man and the

Authors League of America supporting
them, the Guild members feel that they
can battle the producers successfully and
avert the fate of Actors Equity and the
Directors’ Association.

It’s Now a Comedy

Sometime ago Metro-Goldwyn-Mayer
produced a dog picture. It looked so bad
that it was secreted on some isolated shelf.
Then some prying executive discovered it
and had it previewed. The audience
laughed heartily — even if the laughs did
come where the director tried for pathos
and melodrama. But they laughed. So
the picture was retitled for comedy — and
the director hired to make another like it!

NICE L’lL PROGRAM FILLUM

Corinne Griffith’s “Garden of Eden” will
probably go down in film history as the
most expensive program picture ever made.
According to United Artists inside dope, it
cost just $795,000. Three of the items
were : Story $75,000 ; two scripts at $25,000
each and like sums to several directors
who had urgent business elsewhere before
reaching the final clinch.

Off the Pay Roll

In line with the alleged agreement among
the producers to let go of high priced actors
at the termination of their contracts, Uni-
versal will refuse to exercise options on
Norman Kerry, Jean Hersholt and probably
Reginald Denny. Director William Seiter,

Universal Men Invent
Method of Treating
Film in Laboratory

(Special to the Herald)

LOS ANGELES, Dec. 28. — Universal
technicians have invented and patented
an automatic developing machine for
negative film which, it is said, will revo-
lutionize laboratory work.

The inventors, Roy Hunter and Robert
Pierce, have been working on the ma-
chine for two years under the close
supervision of Walter Stern, business
manager.

Automatic positive developers have
been used with success on positive
prints but in case the machine does not
adapt itself to the varying density of the
film, the various degrees of over and
under-exposed film, the expense of re-
printing was slight.

If the negative machine should fail a
full day’s work would be lost and direc-
tors would have to re-film their scenes.
Universal’s machine protects against this.

More than 300,000 feet of negative
from Universal’s various productions
have been developed on the machine in
the past six months without loss of a
single foot. The negative has emerged
perfectly developed ready for the auto-
matic printing machine.

The rack method of developing nega-
tive is now obsolete. No longer is it
necessary to break the film up into 100
and 200 foot lengths for development
purposes and then place it on racks for
drying. Universal’s machine will take
any length of film which can be fed
through the machine in a continuous cel-
luloid ribbon.

Nagel, Warners, M-G-M
in Three-Way Agreement

(Special to the Herald)

LOS ANGELES, Dec. 28. — Conrad
Nagel last week signed a contract with
Warner Brothers that will operate on a
parallel with his Metro-Goldwyn-Mayer
contract signed a few days ago. M-G-M
is said to have given permission to the
signing of the novel agreement.

Sheehan and Wurtzel

Order Big Cafeteria

( Special to the Herald)

LOS ANGELES, Dec. 28.— Winfield
Sheehan, general manager, and Sol M.
Wurtzel, studio superintendent of Fox
Films, last week approved specifications
for the building of a modern cafeteria
for studio workers on the Northwest
corner of the big lot.

it is rumored, will also retire with the
finish of his next picture for that com-
pany.

BEING GOOD TO UNCLE TOM

Audiences outside of New York will see
a quite different version of “Uncle Tom’s
Cabin” than the one current on Broadway.
A new cut of the picture is being made at
the studio which follows more closely the
original story — making Uncle Tom the hero
as intended by Mrs. Stowe. The New
York version is more the story of Eliza
and Harris. Miss Fisher, who plays Eliza,
is the wife of Harry Pollard, the director.
In the new version Eliza won’t show up
until about the third reel instead of the
first.

December 31, 1927

EXHIBITORS HERALD

27

Production

Holidays;

Unhalted by Xmas
37 Under Progress

Johnston Is Columbia’s
Studio Publicity Chief

( Special to the Herald)

LOS ANGELES, Dec. 28.— John Le
Roy Johnston assumed his new duties
December 27 as publicity director for
Columbia studios.

For 17 months
Johnston has
been in the posi-
tion of exploita-
tion and sales
department rep-
resentative at
First National,

Burbank, and
brings to his new
position 17 years
of thorough train-
ing in all branch-
es of the industry.

Before joining
First National
Johnston served
as publicity director for Mack Sennett,
Corinne Griffith and Frank Lloyd pro-
ductions where he handled the national
campaign on “The Sea Hawk,” “Winds
of Chance” and “Black Oxen.” For 12
years he was theatre manager, publicity
director for Finkelstein & Ruben’s 43
theatres, 72 Southern Enterprises thea-
tres in Texas, film salesman, exploita-
tion man at First National exchanges in
Seattle, Portland, Butte, Minneapolis,
and in the Universal and First National
head offices in New York.

J. L. Johnston

25 Offices Under Way
at Fox Lot for Units
Under George Marshall

(Special to the Herald)

LOS ANGELES, Dec. 28. — Twenty-five
offices to house the comedy department
are under construction at Fox Film
West Coast studios. According to plans
drawn by William Darling, head of the
technical department, the new offices will
be thoroughly modern and will include
a conference chamber where Supervisor
George E. Marshall and his directors
and writers may meet for story con-
ferences and business sessions.

Leo McCarey Becomes
V . P. of Roach Firm

(Special to the Herald)

LOS ANGELES, Dec. 28.— Leo Mc-
Carey yesterday became vice-president of
Hal Roach studios. He will continue to
occupy the office of supervising director,
according to a statement made by Hal
Roach.

“This is another recognition of the
ability and results shown by McCarey in
his former post,” it was announced.
McCarey has been connected with the
Roach organization for more than four
years and first made a reputation as
director of many of the Charley Chase
comedies.

Philadelphia Enlarges Business

PHILADELPHIA.— Paramount business in the
Wilkes-Barre territory is now being handled out
of the Paramount Philadelphia exchange. P. A.
Bloch is branch manager of the Philadelphia ex-
change.

Paramount Heads List
With Seven; Fox Second

Sam Taylor Latest Director of “T empest” ; Meehan
Completes “Devil’s Trademark,” Gold Bond

By RAY MURRAY

HOLLYWOOD, Dec. 28. — There was only a slight cessation in production
circles during the holiday season. A few directors finished shooting the mid-
dle of December and laid aside their megaphones until January. A checkup of
activities during the past week shows the following companies working:

DeMille-Pathe 3

Fox studios 6

F B 0 6

First National 4

Metro-Goldwyn-Mayer 4

Paramount 7

United Artists 1

Universal 6

There was no seasonal curtailment of production at the DeMille-Pathe stu-
dios this year. Three productions are in work and four in preparation for
early filming.

The three now shooting are “His Coun-
try,” a William K. Howard production ;
“Skyscraper,” which Howard Higgin is di-
recting with Alan Hale, William Boyd,
Sue Carol and Alberta Vaughn, and
“Midnight Madness,” an F. Harmon
Weight production starring Jacqueline
Logan. Cameras will start grinding this
week on Cecil B. DeMille’s personally di-
rected production “The Godless Girl” with
Lina Basquette in the title role. “Hold
’Em Yale” will be Rod LaRocque’s next
feature which E. H. Griffith will direct,
while Vera Reynolds will next appear in
“Walking Back,” a Rupert Julian produc-
tion. A Pathe serial, “The Yellow Cam-
eo,” with Aileen Ray starred, is being di-
rected by Spencer Bennett at Metropolitan
studios.

Sheehan OKays “Red Dancer”

At Fox studios Winfield Sheehan, vice
president and general manager, has given
the final okay to “The Red Dancer of
Moscow,” a Raoul Walsh production, with
Dolores Del Rio and Charles Farrell fea-
tured. Currently in production at Fox are
the following: “Lady Cristilinda,” a
Frank Borzage production with Janet
Gaynor and Charles Farrell, the clever
team of “Seventh Heaven,” starred. How-
ard Hawks is making “A Girl in Every
Port” with Victor MacLaglen and Louise
Brooks featured; “Fleeting” is the name
of the colorful story Lambert Hillyer is
directing; James Tinling is directing
Madge Bellamy in “Soft Living” and
“Love Hungry” is Victor Heerman’s latest
with Lois Moran and Lawrence Gray fea-
tured. Miss Moran is also in “Sharp-
shooters,” a Jack Blystone production, co-
featured with George O’Brien.

George Marshall has four units at work
in the short comedy department.

Neilan Completes “Do It Again”

Over at Burbank, Marshall Neilan has
just completed shooting on his First Na-
tional circus picture, temporarily called
“Do It Again.” A1 Santell is directing
Richard Barthelmess in “The Little Shep-
herd of Kingdom Come”; Joseph Boyle is
making “The Mad Hour” with Sally
O’Neil, Donald Reed, Alice White and

Larry Kent; and Charles Brabin is direct-
ing the Jack London story, “Burning Day-
light,” starring Milton Sills. Harry Lang-
don finished shooting “The Chaser” last
week, the story of a lodge loving husband
with a penchant for poker.

Meehan Completes Gold Bond

F B O has five pictures in production
and two in preparation, making the holiday
season at this studio the most active in
its history. Leo Meehan has just completed
another Gold Bond called “The Devil’s
Trademark,” featuring Belle Bennett and
William V. Mong; work is progressing on
“Skinner’s Big Idea,” which Lynn Shore
is directing with Bryant Washburn, the
original “Skinner,” in the title role; Rob-
ert DeLacy is making “The Valley of Su-
perstition,” starring Tom Tyler, with Nick
Musuraca at the camera ; Dudley Murphy
is directing “Alex the Great,” an original
story, with “Skeets” Gallagher starred;
Wallace Fox has Bob Steele starred in
“The Trail of Courage” and Jerome
Storm is directing “Law of Fear” with
Ranger the dog star.

Paramount Has Seven

Paramount has seven pictures in pro-
duction. These include “Abie’s Irish
Rose,” which Victor Fleming is directing;
“Red Hair,” Clara Bow’s latest starring ve-
hicle, being directed by Clarence Badger;
“Feel My Pulse,” a Gregory LaCava pro-
duction starring Bebe Daniels ; “Honky-
Tonk,” a Victor Schertzing picture star-
ring George Bancroft; “Speedy,” Harold
Lloyd’s latest comedy; “The Pioneer
Scout,” a Fred Thomson production, and
“Tillie’s Punctured Romance,” the Christie
special.

M-G-M Is Active

The Metro-Goldwyn-Mayer lot is fairly
busy. George Mill is just completing “The
Cossacks” with John Gilbert and Renee
Adoree; Jack Conway is directing the final
scenes of “The Smart Set,” starring Wil-
liam Haines; Sam Wood has just com-
pleted “Pullman Partners” with Norma
Shearer, and Edward Sedgwick is well
along with “Monkey Business,” featuring
Karl Dane and George K. Arthur. Work
( Continued on page 45)

28

STUDIO SECTION OF

December 31, 1927

Rambling ’Round in Hollywood

THERE’S a producer out this way who is always having nightmares
about the money he spends. Most of his pictures are sure-fire box
office attractions, and he rakes in numerous shekels, but what hits
him hardest is that he has to spend money to get money.

Recently he hired a director of note to film a romantic story. This
director is a bird who sits up all night trying to think out something orig-
inal. He sat up many nights poring over a good opening flash for the
romantic story. His brain was throbbing like the engine of a new Tin
Lizzie when the Great Idea came.

N EXT (lay he proceeded to carry it out.

The Great Idea was to show a mar-
riage in didactic style. This was done by
placing two trunks on a station platform.
To one a Pomeranian was tied ; to the
other a Boston Bull pup, each with a white
ribbon. The star and principals stood by
watching the arrangement. It looked good.
They said so. In a humorous vein it told
of a marriage. The whole affair was per-
ceptive with one sweep of the eye. Just
then the producer came along. He saw the
dogs in front of the camera. He spied the
actors idle. Instantly an explanation was
demanded.

The director gave it with enthusiasm.
“We open the picture with this scene,” he
said. “You know immediately that there
has been a marriage. No subtitle is nec-
essary.”

“That’s right,” roared the producer.
“Nothing is necessary! Are you, crazy?
Here you use a coupla dogs when we’ve
got a lot of actors sitting around on sal-
ary. Bah — you’ll ruin me before this pic-
ture is done !”

Prosperous Days for Actors

At any rate, the great industry does
move along. There are folks out here who
can hark back to the days when produc-
ers were proud to make a few hundred
dollars out of a picture and actors stormed
over the fact that they got only $5 a day.

For instance, 14 years ago D. W. Griffith
was making “The Wedding,” with Owen
Moore, Arthur Johnson and Mack Sennett
in the cast. In borrowed frock coats these
three guardsmen of the screen were playing
the part of effete clubmen toasting one of
their members who was to be married.
Their poses were stilted. Griffith crushed
his hands to his head. “Terrible! Ter-
rible!” he exclaimed. “Your acting is rot-
ten. You may not feel it, but try to look
like gentlemen.” Johnson drained his
champagne glass, gave Griffith a 10-pound
look and said : “What do you expect for
five dollars a da}' — descendants of the
Knickerbockers?” Griffith pondered for a
few moments. Then he said : “Do you
think you could act for ten dollars?” The
actors said they certainly could. Shooting
was abandoned while they walked around
the block and impressed upon themselves
that they were gentlemen. Returning, they
assumed graceful poses and Sennett, with
his champagne glass raised, started the toast
that has gone down in history :

“ Biograph , Biograph, Rah! Rah! Rah!
Ten Dollars, Ten Dollars, Hah! Hah!’’
They got their money. Which leads
Beulah Livingston to meditate that now,
with Griffith’s United Artists _ picture,
“Dance of Life,” with Mary Philbin, Lionel
Barrymore and others in the cast, the play-
ers earn as much money in a day as 200 of
the leading stars in the old Biograph times.

The Undoing of a Philanthopist

Bob Doman, publicity man for Loew’s
State theatre, is a kindly looking character
who generally has little to say. He thinks

a lot, works a lot and expresses a lot with
his mild blue eyes. Bob has sailed the
Seven Seas. He looks like an easy mark,
but if he ever gets riled then brimstone,
sulphur and lava burst forth.

Not many years ago Bob was a strug-
gling youth in St. Louis, trusting every-
body. He lived in a rooming house. Re-
turning from work tired one evening, he
divested himself of his clothing and pro-
ceeded to take a shower bath. While he
was thus refreshing himself another roomer
crept in, stole Bob’s clothing with $25 in
the breeches and as he shut the door in
departing unintentionally pushed a gas jet
against a curtain, so that the room soon
was in flames. Bob came out of the bath-
room a la Adam. He tried to put out the
fire but couldn’t. Then he threw a blanket
over himself and “beat it” for the fire de-
partment. Afterward he vowed that if he
ever found the culprit there would be gory
doings.

The years passed. Bob recently attended
a Swell Luncheon at the Biltmore. The
chairman got up and said: “Now, folks,
we will introduce one of the country’s most
successful men. He is vice-president of a
big bank, is noted for his philanthropies and
everybody loves him.” The subject arose.
It was the chap who stole Bob’s clothes and
set the house afire. Bob meditated. Then
he decided that life was just one darned
thing after another and listened while the
speaker made an impassioned speech on
honesty being the best policy.

It takes a whole lot to really rile Bob.

The Loivdoivn on Hi-Hatters

Score one more triumph for the Hi-Hat-
ters, composed of the theatrical publicity
men of Los Angeles. Under the banner of
Ham Beall and President Bud Lollier, they
handled the publicity for the football game
at the Coliseum between the Fire and
Police departments. Forty thousand at-
tended. They did a great job, and every-
body from Mayor Cryer down expressed
gratitude to the show people. The Hi-
Hatters are growing tremendously. Every
theatre in Los Angeles and Hollywood is
represented in their ranks. They now are
planning to extend their organization up
and down the Coast and as far East as
Chicago.

Jack Pegler came to town the other day.
Arch Reeve brought him out to handle stu-
dio exploitation for Paramount. If any-
body can do that work. Jack can. His re-
cent exploitation of “The Patent Leather
Kid” during the Dempsey-Tunney fight in
Chicago is a classic. A big balloon over
the arena, with a prize fighter in it; chaps
wearing coats lined with patent leather, giv-
ing away programs with advertising right
at the ringside. Jack owned the place. He
smuggled Eddie Manson into a good seat
and then got so busy exploiting that he
missed the fight. But he scored a “knock-
out” for his picture and it didn’t require
a count of “fourteen” either.

J. M. LOUGHBOROUGH.

Smiling Through j

mm.mmBy RufuS McCosh — ■ ■ 1

Hollywood, Calif.,
December 21, 1927.

EAR friend Joe:

Well, well, Joe, I am glad to hear •
from you even if the last thing I herd from
you was “go to hell !” That is all bygones,
Joe, and you need not be afraid that I will
let it interfere with me giving you my best
advices and my best efforts, Joe.

Note what you say in regard to your
maybe coming out to Hollywood and that
you requests that I write you frankly as
to what I would think of your chances of
being a Independent Producer of motion
pictures. I think )'our chances is grate,
Joe, as you has taken the matter up with
the one which can give you the inside dope,
Joe, and intelligence publicity, which you
will need. Of course you cannot be too
independent, Joe, but that is something that
I will explane to you privitly when you
get here.

I will give you all the information you
will need, Joe, and you do not need to go
to nobody else and I will be your press
agent and I will put your Co. on the map
out here and the little girl whose talents
you has discovered before the right people
as well as the public in general if you will
forward me check for $200 in advance.
That’s only business, Joe, and kindly have
check certifide so that I can get prompt re-
turns on same, as the banks out here is
very funny about cashing checks.

I will certainly not say anything about
this to anyone until I hear from you far-
ther, Joe, and I am writing this letter my-
self as sometimes there is leaks through
office assistance even secrataries, Joe. How-
ever as soon as I hear farther from you
there will not be any more need of secresy
Joe. Dont forget to send check.

As to writing you frankly you know I
would do that, Joe as I have always been
youre friend regardless of you not paying
me no salery for the last week I worked
for you as that may have been your honest
opinion as to the circumstances. So if you
will send the $200 by return mail we will
begin at once and forget about what hap-
pened in New York. I am asking you to
send the check at once (certifide) because
I honestly beleive that the present is the
right time for you to start to work to
build up a standing for your Co. and for
the little lady which you wish to put over
in pictures here.

As I was saying to Jesse Lasky the other
day when we was havin lunch together at
the Momarte this is the sicolodgeical time
for a live wire independant which knows
the business, to start in. The more the big
Co.’s keep consolidateing the less Co.’s there
is to fight. Thats only lodgeical, Joe, and
while you has as you say never actually
made pictures, Joe you has had pleanty of
expereiences in a theatrical way, and that
is more than most of them has, Joe. Then
again, some of the ones which has not made
a success is not got the financial resources
you has. In this connection I would not
advice you given up your business in New
York, Joe. The boys there can run it for
you until you get back.

Of corse what you need most out here
is intelligence publicity and the sooner the
better. I am the one which can give you
this, Joe, as the L. A. and the Hollywood
papers and magazines just eat my stuff up
because they know that I will not pull no
publicity stunt on them which is not in good
tastes. Maybe if you would send me a
cashiers check it would be better, Joe.

I am a pretty big man out here now Joe.
You would not beleive it. As A1 Rockett
of First National said to me only last Fri.

( Continued on page 44)

December 31, 1927

EXHIBITORS HERALD

29

Ten Directors and Ten Writers Who
Led at Box Offices Last Week

HOLLYWOOD, Dec. 27. — Motion picture pro-
duction people have noted many shifts in the Box
Office Ticker of the “Herald” since publication of
the last lists of writers and directors. Latest ex-
hibitor reports result in the following names in the

DIRECTORS

1. Fred Niblo

2. Lou Seiler

3. Jack Ford

4. John Waters

5. Leo Meehan

6. Alfred E. Green

7. Edwin Carewe

8. George B. Seitz

9. Sam Wood

10. Harry Pollard

first 10 places of each profession.

The names printed herewith represent men and
women who received directorial and scenario screen
credit for pictures which are currently strong at
the box offices.

SCENARISTS

1. Bess Meredyth

2. Carey Wilson

3. John Stone

4. Charles Kenyon

5. Fred Myton

6. Dorothy Yost

7. Rex Taylor

8. Finis Fox

9. Byron Morgan

10. A1 Cohn

New Uniform Contract Big
Victory for M.P. Players

Definite Complaint Must be Made Justifying Dismissal; 48
Hour Clause Granted; Salary Payments to Be Based on
Six Day Week; Ratified by All Producers

(Special to the Herald)

HOLLYWOOD, Dec. 28. — The board of directors of the Academy of
Motion Picture Arts and Sciences put its seal of approval on the new
standard contract form for free lance players at its meeting in the Roose-
velt hotel last week. It will go into effect January 1.

The new agreement ends a controversy of long standing between the
producers and the free lance actors and actresses. All producers have
accepted it. Heretofore the actors worked under contracts that were at
wide variance, as each concern had its own special form. In most instances
these contracts were unfavorable to the free lance players.

New Bancroft-Brent
Film Scheduled Early

(Special to the Herald)

HOLLYWOOD, Dec. 28.— Fans of
George Bancroft and Evelyn Brent as a
team will be interested in the news that
plans are under way for an early start on
their next picture. It is expectd that with
“Honky Tonk” completed by December 27,
the new vehicle for this pair, “The Night-
Stick,” will be under way soon after the
first of the year. Miss Brent will again
bring the refining influence to a band of
crooks.

Bronson to Free Lance
When Her Contract Ends

(Special to the Herald)

HOLLYWOOD, Dec. 28.— Sir James
Barrie chose a child out of obscurity for
his “Peter Pan.” She was Betty Bronson.
But little Miss Bronson, with her elfish,
ethereal beauty, remained not long in the
background. Her interpretation of “Peter”
for the screen brought her a three year
contract with Paramount. Miss Bronson
is now concluding her contract and will
free-lance for awhile.

Bess Meredyth Recovered

(Special to the Herald)

HOLLYWOOD, Dec. 28.— Bess Mere-
dyth, who is preparing the adaptation and
continuity of the popular John Fox, Jr.,
story, “Little Shepherd of Kingdom Come,”
is back again at her desk.

The “Little Shepherd” is to be a Dick
Barthelmess’ vehicle for First National
Studios, with A1 Santell directing.

Nagel on Vitaphone

( Special to the Herald)

HOLLYWOOD, Dec. 28. — Conrad Na-
gel has joined the Vitaphone entertainers
and will soon be heard throughout the
country in an introductory story about
“Tenderloin,” his latest picture for War-
ner Brothers. Nagel is a public speaker
of repute in Hollywood. “Tenderloin” is
a Dolores Costello starring vehicle, di-
rected by Michael Curtiz.

Baumann Succeeds Moore

PITTSBURGH. — C. O. Baumann, who has
been selling for United Artists in its Cleveland
office, has b^en promoted as a special represent-
ative, to operate from the Washington and Pitts-
burgh office. He succeeds Carlos Moore, re-
signed.

The new contract includes the following
provisions :

Define the term “on or about” in rela-
tion to the date of commencing an en-
gagement, as allowing only 48 hours
before or after the date named.

Heretofore the usual practice was to
allow 72 hours both ways, and often

They uSay It With—”

And whatever these posies are saying —
perhaps “Happy New Year to our fel-
low film folks!” — it is the sentiment
of (left) Charles Moning of the
Plymouth and Old Colony, Plymouth,
Mass., and Jack Basch, Fox salesman
in Boston.

this was construed to mean any number
of hours or days.

Must Define Complaints

Article Three of the agreement elimi-
nates the clause by which a player could
be discharged for the elastic reason de-
scribed by the word “unsatisfactory,”
which covered a multitude of sins.

Other paragraphs provide for equitable
conditions and terms of compensation when
a production is unavoidably prevented or
suspended; provides for wardrobe and
equitable terms of compensation for
wardrobe or costumes damaged or de-
stroyed.

Six-Day Week

The new uniform contract also provides
for the termination of a player’s employ-
ment at any time within 30 days prior* to
the shooting date or during the production
by the payment of one week’s unearned
salary. It also provides for salary pay-
ments on the basis of six days Constituting
a week’s work with a pro rata for parts
of weeks on the basis of six days.

When employment starts on distant loca-
tions the salary of players commences
when the artist appears on the scene, pro-
vided not less than 48 hours has elapsed
after the arrival on location.

It is also understood that in contract
where an actor is given a guarantee or
terms of employment, the guarantee takes
precedence.

The new form will be used by all pro-
ducers and will eliminate many minor
points of controversy which have brought
disagreement in the past.

30

STUDIO SECTION OF

December 31, 1927

Bess Meredyth

“The Sea Beast”

“Don Juan”

“When a Man Loves”

for John Barrymore

“The Little Shepherd of Kingdom Gome”
“Rose of the Golden West”

for First National

Tiger Embrace Brings
Injury to Film Actor

(Special to the Herald)

BERLIN, Dec. 27. — The German
motion picture star, Harry Piel,
was seriously hurt by a tiger in
the Bebelsberg studio Sunday.
The tiger started to embrace him
while he leaned against a balus-
trade, which collapsed. Man and
beast were thrown 14 feet into an
arena. Piel was taken to a hos-
pital, while the tiger allowed him-
self to be recaptured.

New Era Seen in
Studio if Globe
Lights Bear Test

( Special to the Herald)

LOS ANGELES, Dec. 28.— First Na-
tional, Fox, Paramount and many other
studios here are concluding a thorough
test of the incandescent lighting system
with the general report that the old fash-
ioned arc light is gradually being placed in
the discard.

Paramount officials state that the studio
will attempt to use the bulb lights entirely
in its production work. The arc carbons
have been used since the very start of
picture making.

The lights are of the Mole-Richardson
type perfected by the Paramount elec-
trical department after months of re-
search and experiment.

The new Mole-Richardson lights will
be used during production of “The
Legion of the Condemned,” companion
picture to “Wings,” “Honky Tonk,”
George Bancroft’s first starring picture,
“The Big Game Hunt,” with Wallace
Beery and Raymond Hatton, “The
Traveling Salesman,” Richard Dix’s
next, and, one of the biggest of all,
“Abie’s Irish Rose,” which will be under
way within four weeks.

Experiments with the new lights were
carried out during production of “The
Gay Defender,” with Richard Dix,
“Serenade,” with Adolphe Menjou, “Gen-
tlemen Prefer Blondes,” which is still in
production, “Get Your Man,” Clara
Bow’s newest, and “Two Flaming
Youths,” W. C. Fields-Chester Conklin
starring comedy.

Panchromatic film is used entirely with
the incandescent lights and the Para-
mount camera department has for
months been preparing for the change-
over.

Gotham Gets V acation

(Special to the Herald)

NEW YORK, Dec. 28. — The technical
staff of Gotham productions will have a
vacation of 10 days or so while Sam Sax
makes a flying trip here from the West
coast, to confer with Budd Rogers.

Mickey Walker Sued

(Special to the Herald)

NEW YORK, Dec. 27.— Mickey Walker,
middleweight boxing champion, is the de-
fendant in a $25,000 breach of contract suit
by Stadium Pictures, Inc., it was revealed
here recently.

Basketball Games Start

NEW YORK. — The teams entered in the mo-
tion picture basketball league got off to a great
start on Thursday night at Savage Gym when
Fox and Metro won over Consolidated and Para-
mount, respectively.

December 31, 1927

EXHIBITORS HERALD

31

Exhibitors Herald takes
this opportunity to in-
troduce pictorially to
the trade the new Caddo
Company now complet-
ing “Hell’s Angels” for
United Artists release.

32

STUDIO SECTION OF

December 31, 1927

Left to right: LUTHER REED,
director of “Hell’s Angels,”

MRS. FOKKER, ANTHONY
FOK.K.ER, plane builder, and

HOWARD HUGHES.

GRETA NISSEN, Scandinavian
star, in a romantic sequence
photographed in techni-color for
“Hell’s Angels,” United Artists
release.

THELMA TODD, newly risen
featured player, who has an ex-
cellent role in the Caddo pro-
duction now being completed.

LUTHER REED, director of the
big drama, “Hell’s Angels,” which
HOWARD HUGHES is complet-
ing to be released by United
Artists.

BEN LYON, debonair devil of
the air m “Hell’s Angels,” seeks
a farewell kiss from GRETA
NISSEN, feminine star.

A duel between JAMES HALL and LUCIEN PRIVAL is one of the dramatic highlights of “Hell’s
Angels, Caddo Production which United Artists will release. Hall portrays a British student while Prival
enacts a Prussian Colonel.

December 31, 1927

EXHIBITORS HERALD

33

GRETA NISSEN and^ BEN
LYON in a scene from “Hell's
Angels” the Caddo opus for
United Artists.

An interrupted tete-a-tete be-
tween JAMES HALL and
GRETA NISSEN in “Hell’s

Angels.”

BEN LYON as the English air-
man falls asleep in GRETA
NISSEN’S bedroom .

GRETA NISSEN, Scandinavian
actress, who plays the feminine
lead in “Hell's Angels,'”

GRETA NISSEN h as one of
her loveliest roles in the Caddo
production “Hell's Angels.”

The romantic sequences of “Hell’s Angels” are played against beautiful, natural scientic backgrounds.
The Caddo aviation spectacle co-features JAMES HALL, BEN LYON and GRETA NISSEN and was
directed by Luther Reed. It will be released as a special by United Artists.

34

STUDIO SECTION OF

December 31, 1927

The above scene shows GRETA
NISSEN, BEN LYON and
JAMES HALL in “Hell’s
Angels."

LUCIEN PRIVAL as the “Ger-
man Colonel” and BEN LYON
in a tense, dramatic scene.

THELMA TODD and BEN

LYON enact a love scene in
“Hell’s Angels," air epic.

BEN LYON, one of the principal
players in “Hell’s Angels," the
Caddo Pictures special for United
Artists.

BEN LYON as a reckless, de-
bonair airman in the Caddo
aviation spectacle.

Hr*. \ / '

By

The brilliant ball-room sequence from “Hell’s Angels." This set, which was one of the most lavish ever
built for a picture, cost $50,000 and is a reproduction of a dance scene in Buckingham Palace, London.

December 31, 1927

EXHIBITORS HERALD

35

JAMES HALL, left, and BEN

LYON, right, enacting a scene
in the camp of the British Royal
Air Force.

BEN LYON and JAMES HALL

in one of the dramatic high-
lights of “Heirs Angels.” The
scene follows a quarrel.

JAMES HALL as Seaton Rut-
ledge, British flyer, in “Hell’s
Angels,” million dollar aviation
film made by Caddo.

JAMES HALL, one of the two
male stars in “Hell’s Angels,” is
rapidly becoming one of the indus-
try’s most popular stars.

JAMES HALL, left, learns he
has been challenged to a duel
by a G erman colonel — a scene
from “Hell’s Angels.”

A reproduction of the famous garden at Buckingham Palace, London, one of the most lavish film sets
which furnishes a brilliant background for the roman tic sequence of “Hell’s Angels,” the Caddo company’s
spectacular air drama.

36

STUDIO SECTION OF

December 31, 1927

Hollywood Producers Take to
Air; Hughes Finishing Film

Picture Will Show Authentic Army Planes in Use; Flying Circus
Brought to Hollywood for Scenes
By DOUGLAS HODGES

HOLLYWOOD, Dec. 28. — Aviation pictures are the popular trend.
Hollywood’s film makers have taken to the air. Nearly every studio
and location in the film colony and environs are swarming with
planes, aviators, stunt men and world war heroes of the air. Many of the
film plants resemble world war areas — the atmosphere throbs with aerial
fireworks.

Undoubtedly one of the biggest

of all the air films is “Hell’s
Angels,” which the Caddo Company is
producing for United Artists release.
“Hell’s Angels” is being produced on a
pretentious scale, with lavish settings,
expensive cast and novel photographic
effects. It will cost upwards of $1,000,-
000.

The film is based on an original story
of the British Royal air force. Principals
in the cast are Ben Lyon, James Hall and
Greta Nissen. Others who have impor-
tant roles include John Darrow, Lucien
Prival, Thelma Todd, Evelyn Walsh
Hall and George Cooper. Direction is
by Luther Reed.

Authentic Planes in Use
More than 50 airplanes, including many
of the identical type planes used by Ger-
many and the Allies during the world
war, have been rounded up for use in
the Caddo air thriller.

Howard Hughes, president of the
Caddo Company, is said to have pur-
chased all of the remaining true-type
planes of the war period. The ships
were bought from the various European
governments, and America, and were re-
conditioned for use in the air picture at
an airplane factory in Glendale, near
here. The entire plant was taken over
by the Caddo outfit to fit the war-type
planes for flying in the air film.

The Caddo Company built its own air-
port, modeled after a French front-line
airdome, as setting for the spectacular
scenes in the clouds. Cameramen with
years of experience in aerial photography
were engaged at great expense to shoot
the spectacular flying episodes.

Flying Circus Shot

A dramatic highlight of the picture,
which is based on an original story of
the British Royal air force, is a repro-
duction of Baron von Richtofen’s Flying

circus. Eighteen Fokker planes, of the
type used by the famous German ace in
his aerial exploits, are among the ships
purchased by Hughes for his air thriller.
These planes, flown by ex-war pilots,
provide one of the outstanding thrills of
the air-movie. English and French
planes, of the war period models, play
a spectacular part in the picture also.

One of the finest technical staffs ever
assembled by a film company is super-
vising the shooting of the aerial se-
quences. The technicians include J. B.
Alexander, former general manager of
the Los Angeles-San Diego Airline; Ted
Parsons, world-famous air-fighter during
the world war; Joachin Rehorst, a mem-
ber of Baron von Richtofen’s flying cir-
cus; Howard Blanchard, former British
flying ace; Ralph Douglas, world’s
champion parachute-jumper, and many
others.

A beautiful love-drama is woven into
the story of “Hell’s Angels.” The plot
concerns the adventures during the war
of two English boys, brothers and flyers
in the Royal air force, played by Lyon
and Hall. Both fall in love with an
English girl, Helen. Greta Nissen, the
Scandinavian star, is the heroine, and is
said to bring to the screen in this role
her finest characterization.

Novel photographic effects are being
secured by the use of the new incande-
scent lighting and the new technicolor
process. Two of the celluloid industry’s
best cameramen, Tony Gaudio and
Harry Perry, are photographing the
million-dollar air spectacle.

$100,000 Ball-Room Scene

A ball room sequence in the air-
movie, alone, was filmed at a cost esti-
mated at $100,000. It was one of the
most extravagant scenes ever photo-
graphed by movie cameras. The set, a
reproduction of the ball room in Buck-
ingham Palace, London, alone cost $50,-

Found! Man of 97 Who
Has Never Seen a Show

( Special to the Ht \ ^d)

QUINCY, ILL., Dec. 27.— The
original Hillbillie has been found!
Simon Reineke, who celebrated his
97th birthday here on December
15, has never seen a motion pic-
ture or any other kind of theatri-
cal performance. He doesn’t “be-
lieve in them” and declares that
the place for a man to seek recrea-
tion is in church. However, he
delights to ride in automobiles
when someone else buys the gas,
and he watches airplanes with de-
light.

000. More than 500 extras were used as
atmosphere in the ball room sequence,
which was filmed in technicolor.

Other expensive settings erected as
background for the interior shots, con-
tribute to make “Hell’s Angels” one of
the most elaborate and spectacular of
the forthcoming releases.

Director Reed, while he is making the
most of the aerial histronics in “Hell’s
Angels,” is not overlooking the dramatic
and human interest elements which
make for popular audience film plays.

“The emotional details are after all the
paramount elements which make for
outstanding filmings,” said the director.
“This holds true with every type of pic-
ture from the small human-interest
drama to the war spectacles and other
large productions.

Love Interest Dominates

“In filming ‘Hell’s Angels’ for example,
we are expending enormous sums on air-
planes, lavish sets, and expensive cos-
turnings, not to mention the high salaried
cast and technical staff. The film is re-
plete with dramatic climaxes, spectacular
air-fighting and thrilling war-time epi-
sodes.

“But behind it all, is the dominating
motif of the story — a beautiful love theme
— with real flesh and blood characters;
and their emotions, experiences and
heart throbs, provide the real punch of
the picture. The spectacular war scenes
are after all incidental — the human side
of the struggle is the compelling feature
which will appeal to movie audiences
everywhere, long since fed up on the
‘glory’ and ‘dramatics’ of war.”

The Caddo Company, which is pro-
ducing “Hell’s Angels,” is the new
United Artists unit headed by Howard
Hughes. Hughes is the youngest pro-
ducer in the industry, and has created a
sensation in film circles with his record
to date, and his extravagant plans for fu-
ture production.

Hughes financed and produced “Two
Arabian Knights,” a comedy which is es-
tablishing new box office records. With
this impressive bow to the industry, he
will soon introduce his second film offer-
ing.

The young producer is spending
money in an effort to make “Hell’s
Angels” eclipse “Two Arabian Knights”
in popular appeal.

Milestone Directs Meighan

HOLLYWOOD, Dec. 28.— Lewis Mile-
stone, youthful director of “Two Arabian
Knights,” will handle the megaphone on
Thomas Meighan’s next picture. This will
be Meighan’s first production under his
new contract with Howard Hughes, presi-
dent of the Caddo Company. Filming of
the picture is scheduled to begin February
1. The film will be released by Paramount
Famous Lasky.

Grow Prosperous in Massachusetts

IL » %

a

They look as successful as they are, do these exhibitors of the Bay State, who are
(from left to right), Morris Pouzzner of the Regional Chain Theatres, Boston;
A1 Foye of the Foye, Lynn; S. Beserosky, who operates a chain of nine houses
in New Bedford; and Glover Ware of the Strand, Peabody.

December 31, 1927 EXHIBITORS HERALD 37

Latest t

Direct

Produ ion

V^THE HERALD’S]^

to

News

cPt o r i a l r~c§e<flion

Exhibitors

A LBERT ROGELL, director of “The Shepherd of the
Hills,” and numerous other First National specials, last
week completed a big Ken Maynard production, “We’re All
Americans.” The picture is in the cutting stage and will be
shipped East within a feiv days.

several of which star Lloyd Hamilton. He began a new

two reeler last week which stars Lucille Hutton.

]\fO chance for a fast gait! But nevertheless Arthur Stone has made many
■c Y rapid strides since he last “kicked” on a bill with Jimmy Creighton, vaude-
ville headliner. Time zvas when Stone zvore such raiment as part of his act.
Creighton visited the First National star last week on the set where “Art” is
working in “ Burning Daylight.”

TKEN MAYNARD, high in the list of
-tY. box office names in this issue, is the

star in “We’re All Americans,” First Na-
tional film, directed by Rogell. Maynard is
starring in a series of Westerns.

38

STUDIO SECTION OF

December 31, 1927

POOR little Estelle Bradley torn between tivo loves. Her director, Jules
White, handles megaphones and maidens meanly and modernly; and her
cameraman, Len Smith, takes a big hand in any enterprise the Educational
director takes hold of.

T^INIS FOX discusses scenes of “Ramona"
with one of the players of the newly
completed Carewe-Inspiration film to be re-
leased by U. A. Fox is scenarist of the film.

LIZABETH PICKETT , center, dons masculine attire to
do masculine work on location for the Fox picture
“Fleetwing.’’ She is the author of the story and is active
in its production. Left and right are Lambert Hillyer and
Dorothy Janis.

JAMES DUGAN takes up the megaphone January i under
a new F B O contract. In the few opportunities he has had
to direct he has set up an envious record f W keeping his pic-
tures under schedule. Tom Tyler, right, ffrone of the indus-
try’s most popular Western stars.

JOHNNY HINES’ poinsettia wreath grew
in his own garden in Hollywood. Johnny’s
current picture has just gone into produc-
tion. It will be a First National release.

“ 'T'HREE Men and a Shavetail’’ is undoubtedly a good title for this still.

■L The s. t. represents Lloyd Hamilton in his role of his last picture for
Educational, directed by Norman Taurog, right. E. W. Hammons, president
of Educational, zvas a welcome visitor on the lot a few days ago. Jack White,
maker of Jack White comedies, left, was host.

December 31, 1927

EXHIBITORS HERALD

39

COLLARED ! Marshall Neilan, director,
completes big circus film story for First
National with Mary Astor in the lead part.
Neilan made most of the picture on lo-
cation.

TDANDOLPH BART-
iT LETT, head of F B 0
scenario department, weds
Frances Bermudez, native
Californian.

TjiRANKLYN PANGBORN’S unique
J1 style of comedy is again seen in “My
Friend from India ” Pathe-De Mille opus,
in which he encounters man-eating tiger
rugs.

liyTERVYN LE ROY, F. N. director,
1V-L weds Edna Murphy. Don Eddy,
right, general manager of the Langdon
Company, offers Merv a few congratula-
tions prior to the nuptials.

JASON ROBARDS and
Gertrude Short, who
have worked together in
time past, met by coinci-
dence on the Fox lot.

A L MARTIN , who writes titles without
AL the aid of “Life,” shows Arvid Gil-
strom a set and Arvid laughs. Al, left, is
under contract to Christie and Paramount,
which is as it should be.

40

STUDIO SECTION OF

December 31, 1927

Below is the copy exhibitors are
placing in home town papers

Publication Rights Granted Exhibitors

Special Assignments Will
Be Covered for Exhibitors
Upon Request to Editor
“The Studio,” Exhibitors
Herald, Los Angeles.

fj A Double News Service In-
forming the Showman Upon
Studio Events and Enabling
Him to Inform His Reader
Patrons in Turn.

HOLLYWOOD, Dec. 28. — Clarence
Brown has signed a new contract to
direct for a term of years for Metro-
Goldwyn-Mayer studios. He has just fin-
ished a 12-reel Northern epic, “The Trail
of ’98,” to be released early in the new
year. Brown began his picture career 12
years ago as assistant director. Many fine
screen plays have been directed by him,
notably “Kiki,” “Smouldering Fires,”
“The Goose Woman” and “Flesh and the
Devil.”

* * *

More than 100 screen players were
given tests for Colleen Moore’s big spe-
cial production for First National, “Lilac
Time.” Gary Cooper will appear oppo-
site her as the British officer, and Col-
leen will enact the part of a little French
girl in the romance of the world war
times in France. Jane Cowl played the
same role in the stage success.

* * *

Hall and Reed
Together Again

Two years ago James Hall, then a
matinee idol, was given a screen test at
Paramount’s studio, Long Island. As a
result he left the stage and came to Hol-
lywood, with a long-term screen con-
tract. The test was made by Luther
Reed, Paramount director. Today Hall
is appearing before the camera in “Hell’s
Angels,” a Caddo production which Reed
is directing.

* * *

Movietone equipment is being in-
stalled in the main theatre at the Wil-
liam Fox studios, Hollywood. This in-
novation will give Fox employes’ “Tues-
day Night Club” members an opportu-
nity to enjoy this remarkable new im-
provement in motion pictures without
attending downtown theatres.

* * *

George Sidney in
Four in a Row

George Sidney didn’t do his Christmas
shopping early this year. In fact he
didn’t do any. The reason was four pic-
tures in a row, one overlapping the
other. First he appeared in “The
Cohens and Kelleys in Paris,” at Uni-
versal, after working First National’s
“Flying Romeos.” Then he went to
Metro-Goldwyn-Mayer studios to play
in “Pullman Partners” which was fol-
lowed by another Universal, “We Amer-
icans,” where he is at present employed.
He’s lost all track of Santa Claus.

* * *

Ben Lyon Does
Honors for College

Ben Lyon was recently chosen by the
Birmingham-Southern college to make

the final decision of campus beauties.
Last year Gloria Swanson was the
judge; and in 1926, Cecil B. De Mille.

* * *

Richard Dix is playing the role of a
Yankee drummer in “Sporting Goods,”
a Paramount production being made
under Mai St. Clair’s direction.

* * *

Patsy Ruth Riller is alternating be-
tween emotional and comedy roles. She
was starred in “The Tragedy of Youth,”
a Tiffany-Stahl production and immedi-
ately started work on “Hot Heels,” a
Universal comedy.

* * *

Hoot Gibson, well known Western
star, has just completed his first picture
under his new contract with Universal.
It is “Riding for Fame,” written by his
director Reeves Eason.

Gene Forde is directing Tom Mix in
an original story by Harry Sinclair
Drago, for Fox. In this picture, titled
“Hello, Cheyenne,” Mix characterizes a
telephone lineman.

* * *

Paul Leni, who is directing “The Man
Who Laughs” for Universal, is in receipt
of another European offer to return to
his native home. Leni has received four
offers in the past four months from Eu-
ropean producers.

* * *

Seiler s Next Is
“ Square Crooks ”

Lou Seiler, Fox director, has been as-
signed “Square Crooks,” a screen ver-
sion of James P. Judge’s comedy drama
which ran on Broadway, as his next pro-
duction. Dorothy Appleby, Robert Arm-
strong, John Mack Brown, Frank
Campeau and Barbara Bedford are in
the cast. Becky Gardiner adapted the
story. Harry Sweet is comedy construc-
tionist and Harry Huff assistant director.
* * *

Boasberg on F. N.

Lot for a Film

A1 Boasberg, who is titling and gag-
ging Sam Woods’ Metro-Goldwyn-Mayer
comedy “Pullman Partners,” has been
chosen to title “Ladies’ Night in a Turk-
ish Bath,” the First National comedy
which Eddie Cline directed.

* * *

Rufus McCosh and Dwindle Benthall,

First National’s ace title writers, are

congratulating themseives on the fact
that pictures titled by them have for the
past two months been given the “Texas
Blue Ribbon Award,” conferred each
month by the Motion Picture Theatre
Owners of Texas. The award is made
on the picture that is considered the
best production seen during the period.
Both “Smile, Brother, Smile” and “The
Stolen Bride” received ribbons.

* =k *

Virginia Valli, who recently returned
to Hollywood from New York where
she became “Aunt Virginia” to a certain
baby girl, is enacting the leading fem-
inine role in “The Escape” at Fox stu-
dios. Richard Rosson is directing the
adapted Paul Armstrong stage melo-
drama. She recently completed “Ladies
Must Dress” for Fox.

* * *

Jackie Logan in
“Midnight Madness”

Jacqueline Logan is playing her third
picture in which jungle animals are fea-
tured. She is appearing in “Midnight
Madness” in which lions play a prom-
inent part, under E. Harmon Weight’s
direction at De Mille’s studios and in

December 31, 1927

EXHIBITORS HERALD

41

“The Leopard Lady” made for De Mille-
Pathe release, she appeared with several
leopards.

* H= *

Cornelius Keefe has signed to play the

lead opposite Lila Lee in Trem Carr’s
production “You Can’t Beat the Law.”

* * *

Clara Bow, the red head from Brook-
lyn, is to have a red haired giant from
Montana playing opposite her in “Red
Hair,” her forthcoming Paramount pro-
duction. Lane Chandler, a former Yel-
lowstone Park ranger, is the leading
man.

* * *

Richard Wallace, First National’s

young directorial genius, who sponsored
“Syncopating Sue,” “McFadden’s Flats”
and “A Texas Steer,” has been selected
by Richard Rowland, general manager
of First National, to direct “Lady Be
Good,” adapted from the successful mu-
sical comedy. Dorothy Mackaill and
Jack Mulhall are to co-star in the pro-
duction.

* * *

Bobby Vernon Makes
New Year Bow

Bobby Vernon, Christie comedy star,
will make his first bow this year in an
architectural frenzy called “Save the
Pieces,” with Frances Lee and Eddie
Baker assisting.

* * *

Marie Prevost has just finished the
featured role in “A Blonde for a Night.”
E. Mason Hopper directed the Pathe-
De Mille opus, with Harrison Ford and
Franklin Pangborn playing opposite the
petite comedienne.

* *

First National officials have signed
Mervyn LeRoy to direct the film version
of the noted comic strip, “Harold Teen.”

Alan Dwan will supervise the production
and a search for a “Harold” is now
going on.

* * *

Curtiz Re-signs
With Warners

Warner Brothers have re-signed two
directors who wielded megaphones on
that lot during the past year. They are
Michael Curtiz and Howard Bretherton.
Curtiz is now finishing “Tenderloin,” a
drama of New York underworld. Breth-
erton recently directed Monte Blue in
“Across the Atlantic.”

* * *

Leo Meehan, who finished directing
“The Devil’s Trademark” Christmas
week, will direct “The Little Yellow
House” next for F B O. Dorothy Yost,
now on the F B O scenario staff, adapted
both stories.

* * *

Howard Green TV rites
for First National

Howard J. Green and Bernard McCon-
ville are busily engaged writing and
adapting “It’s All Greek to Me” which
Eddie Cline will direct for First Na-
tional. Charlie Murray and Louise Fa-
zenda are co-featured.

* * *

Sandrich Joins
Fox Staff

Mark Sandrich, who directed many of
the Mermaid comedies for Educational
during the past year, has joined the Fox
staff of comedy directors under George
Marshall. Zion Meyers and Harry
Sweet, also former Educational direc-
tors, have joined Fox.

* * *

William Nigh will direct Ramon No-
varro, Metro-Goldwyn-Mayer star, in a

stirring tale of the sea, written by Lau-
rence Stallings. The picture will be lav-
ishly produced and will go into produc-
tion this week.

* * *

John Ford has completed preparations
for filming “Hangman’s House,” which
he will produce for William Fox, with
William Farnum in an important role.
Farnum is returning to the screen after an
absence of five years.

t- * *

Elizabeth Pickett, who first won fame
through he short feature, “Fox Varie-
ties,” has written an original story for a
new star, “Sultan,” a pure white Arabian
stallion, discovered by Director Lambert
Hillyer. The horse talks with his feet,
laughs, and can do all kinds of stunts.
Miss Pickett wrote “Fleetwings,” now
in production at Yuma, Ariz., with Ben
Bard and Barry Norton, male leads, and
“Sultan” starred.

^ ^ ^

Harry Langdon, who has just finished
“The Chaser” for First National, thinks
Hollywood needs a lot of things. But
most of all, the following (as per a list
posted in his dressing room):

“More gag men who work stu-
dios and fewer who work bank
tellers.

“A few girls who have won Ugly
Contests.

“Suppression of Joe Miller joke
books among title writers.

“Auction sale of white horses
owned by Western stars.

“Fund to raise Western story
mortgages off our Community
Chest.

“Ike Walton as Hollywood’s
Central Casting Director.”

GERTRUDE SHORT

Free Lance

PHONE: GLADSTONE 1913

GEORGE SIDNEY

Says —

“Merry Xmas
and a

New Flock of Fun
for

1928”

Eastern Representative

C. C. Wilkening
475 5th Avenue
New York, N. Y.

Tel. Ashland 5337-S338

PHILIP

BARTHOLOMAE

First National

Western Representative

Maxine Alton
443 North Harper Avenue
Los Angeles, Cal.

Tel. Whitley 8289

STUDIO SECTION OF

December 31, 1927

42

A Playwright
in Movieland

The Cutter Is the Surgeon
and His Decisions Determine
the Life of the Film

Giving It the
Exhibitor Test

“No Comedy Leaves Until It
Passes Muster and It Must
Prove Its Box Office Value

By Philip Bartholomae

ONE of the unsung' heroes of the
industry and by far one of the
most important, is the cutter.

To one coming from the outside
world into filmdom many things that
are taken for granted by the industry
are more apt to loom in their real sig-
nificance. The layman to this day is
almost in complete ignorance of his
very existence and only in late years
have the film executives fully appre-
ciated his value.

The term cutter really only repre-
sents the physical action and the
newer and more recent name of “film
editor” is far more descriptive. After
the director has shot his scenes, pa-
tiently day by day, often far into the
night, he pieces this mosaic together,
for like mosaic, each shot should fit
perfectly on all sides. The cutter’s
chief work is elimination but various
other tasks confront him.

Cuts Entire Scenes

When the title writer is called in,
he often wants to interpret a speech,
where there originally is none. Then
out of miraculous cans comes a
closeup of Miss X or Mr. Y who can
speak this title. Sometimes an entire
scene is out then, it is up to the cutter
to arrange it so the gap left by this
elimination is bridged over and runs
smoothly. A director gives the order:

“Take Miss X out of this scene and
let the two men play it alone,” and,
as an eraser takes words out of a
sentence so the scissors perform this vanishing act.

It is when a “bad baby” comes along that the cutter often
has to come to the rescue. It is he, who knows best what
scenes have been shot and from what angle. From his tin
boxes, duly labeled, he can often produce a few feet here — a
few feet there that will change defeat into a possible victory.

Scissors Make Battle Personal

In a big historical film some years ago three large battle
scenes had been shot, but unfortunately — from an impersonal
angle. There were, however, closeups of leading generals and
so forth. Though these pertained to other scenes, when the
film left the cutting room, there was one dramatic battle (a
composite of the three) and these individual scenes were so
arranged that the main characters were in full command and
the battle was their personal triumph or defeat.

Some years ago, a well known newspaper man, interested in
films, had an American subject, directed by a foreign director.
The result, though the cost had been nearly a quarter of a
million, was so appalling to him, that he washed his hands of
the entire affair and refused to have his name connected with
it. Though dollars did not matter so much to him, they did
to the film company in question. It was agreed to spend an
additional 75,000 for retakes, when one of the far-sighted
executives decided to call in their best cutter. After viewing
this 10-reel effusion, he requested a title writer assigned to
him and three weeks of unmolested time for he thought he
saw light ahead. The front pages of the dailies, at that time,
were filled with divorce proceedings and divorce was the gen-
eral breakfast conversation across the country. The story
contained two sisters and their aunt who was the heavy and
villainess. This aunt was completely cut out of the picture,
the second sister made into the heavy and, by transposition of
scenes, retitling — after two weeks, a seven reeler, now a
divorce story without one additional foot of film having been
shot, left the laboratory — was released by an independent
company and in five months time cleaned up the entire cost.

The moral being that instead of the thousands of dollars
outlay planned — a pair of scissors cut the cost down to the
salaries of the cutter and the title-writer. A rather humorous

By Jack White

in its infancy” is a
phrase used too often in con-
nection with the motion pic-
ture industry.

It is a trite expression that gives
the impression that producers are
groping through a maze of experi-
ments and hazy attempts at an indef-
inite goal.

There is only one goal for the pro-
ducer— and that is entertainment for
the public. Pictures built along any
other line are bound to fall by the
wayside.

This is more true in the. production
of comedy than in any other line of
endeavor in the motion picture indus-
try, and particularly so in the produc-
tion of two reel comedies.

These fast two reelers are concen-
trated amusement and entertainment
— and they are the product of experi-
ence, built along the lines of what the
public and the exhibitor wants.

Regardless of how strongly a cer-
tain idea may appeal to star or direc-
tor, or to any individual at the Educa-
tional studios, every comedy produced
must pass the critical catechism of
exhibitor and audience appeal. No
director, star or anyone else is al-
lowed to produce, or cause to be pro-
duced, a comedy solely because he
thinks it is funny. It must measure
up to the standard of entertainment
value which has been ascertianed by
years of studying the public and ex-
hiibtors’ requirements in comedy entertainment.

Experiments are tried — but only after they have been care-
fully considered by all the available authorities in the studio,
and these authorities have gained their knowledge by first
hand contact with the exhibitor and theatregoing public. Be-
fore any experiment is tried, it must answer satisfactorily the
question, “Will it be good entertainment?” and unless the
answer is in the affirmative, the experiment is abandoned.
Entertainment is the commodity the exhibitor is selling to his
patrons, and unless the pictures we produce are entertainment
we are the ultimate sufferers.

“Built for the box office” has long been a slogan at Educa-
tional studios. We have proved its value repeatedly.

WALLACE SCORES

Richard Wallace has qualified as an expert marksman this
year, having scored four big successive hits, ending with
“A Texas Steer,” Will Rogers’ starring vehicle. The young
directorial genius is about to start on his fifth megaphone
task, “Lady Be Good,” the popular musical comedy which
First National will produce.

GIBSON PLANS NEW DEPARTURE

“Hoot” Gibson, Western ace who recently turned author
after forming his own producing company, is preparing to
launch an entirely new feature in cowboy drama. His forth-
coming starring vehicle will be issued by Universal.

incident came out of this release. The heroine of the picture,
in real life, was in the throes of getting a divorce. By adroit
manipulation the judge in question was led to view this picture
a few days before he gave his final decision. When granting
the divorce, he quoted this film.

A final word, however, on the reverse side: The danger of
cutting. An inefficient cutter can sometimes ruin a picture if
given free reign. Speed and tempo, both so important to a
film, are almost entirely in his hands — a foot cut here, two
feet there, often work wonders or disaster. . . . Which only
goes to show the premise of my statement — the importance of
the cutter — nay pardon me, film editor!

JACK WHITE
( Educational)

December 31, 1927

EXHIBITORS HERALD

43

Steve Roberts — 75;
Not Years, Pictures

Howard Hughes — 23;
Not Pictures, Years

( Special to the Herald )

Educational
Director Can
Speak Choctaw
and Fly Planes

HO LLYWOOD,
Dec. 28. — The
war d i d more
than change the map of
Europe an put the
Kaiser in moth balls. It
turned a perfectly prom-
ising coal miner into a
comedy director.

Stephen Robert s —
“Steve,” after you’ve
known him five minutes
- — was absorbing techni-
cal education on the art
of building, or digging,
coal mines at Ohio State
University when the big
argument in Europe
reached the point where
the Allies were yelling
for help and Uncle Sam
Stephen Roberts shucked his coat, rolled

up his sleeves and took
a hand in the free-for-all. Steve landed in San Antonio
astride an airship and in a couple of weeks was making
it cut such fancy didoes in the clouds that the boss of
Kelly Field decided that Steve was a howling success as
a birdman and retained him as part of the headquarters
staff as an instructor in acrobatic flying.

Hollywood,

Dec. 28.— Holly-
wood’s newest
film producing power is
Howard Hughes, 23-
year-old president of
the Caddo Company.

This youthful pro-
ducer is startling the
old-time picture-makers
and the wiseacres of
filmdom with his ambi-
tious production plans.

When he first ap-
peared as head of Cad-
do Productions and pro-
duced “Two Arabian
Knights” Hughes cre-
ated very little stir. In
Hollywood he was re-
garded as just another
multi-millionaire taking
a wild fling at pictures.

But today the entire industry is taking Howard Hughes
seriously. There are several reasons for this general and
spontaneous recognition in film circles.

First, because Hughes has already produced one of the
year’s biggest successes, “Two Arabian Knights,” which
is consistently making box office records.

Howard Hughes

Texan Youth
Brings Fortune
Into Motion
Picture World

Forms Aerial Circus

Peace put an end to the job with Uncle Sam and left
Steve somewhat uncertain as to his future. After fitting
about in the clouds for a year or more, a future bounded
by the walls of a coal mine looked rather black in more
ways than one. He bought a couple of army planes, or-
ganized a little flying circus of his own and was soon
amazing inhabitants of county seats with the latest in
death-defying dips and stunts. It was good going until the
inevitable crash landed the dare-devil death-defier with a
bang in an open field. One drop was enough, so after
pinning a “gone for the day” sign to the ruins of the plane,
and patching up a few broken bones, Steve headed West
and kept going.

Joins Bill Hart

Roberts was born on an Indian reservation, knows In-
dian ways and speaks the Choctaw language. In Holly-
wood he met Bill Hart, who found him a ready source
of information on the ways and manners of the redskin.
Steve became Bill’s informant on things Indian and West-
ern and after a while tried his hand at acting. As an
actor he didn’t cause Valentino many envious moments

Second, because the youthful producer is in the busi-
ness to stay, and is making extravagant but well-laid plans
for future production on a gigantic scale.

Has Daring Ideas

And third, because in addition to having unlimited capi-
tal of his own, Hughes has brains and initiative, and some
daring and distinctive ideas about film-making which he
has the courage and finances to carry through.

Hughes is now producing “Hell’s Angels,” a spectacu-
lar story of the Royal Air Force, featuring Ben Lyon,
James Hall, Greta Nissen and Louis Wolheim, and di-
rected by Luther Reed. This air-thriller, which will cost
upwards of $1,000,000, gives promise of being an even
bigger success than the William Boyd-Louis Wolheim
story. It is being produced on a pretentious scale, with
lavish sets, an expensive cast, and a series of spectacular
air stunts that are daring and dramatic.

Builds Own Airport

A sample of the way Hughes goes about the business
of film making is his purchase of 40 planes of the identical
types used by the German and Allied armies during the
world war. He has rounded up all available planes of

( Continued on page 46)

( Continued on page 46)

44

STUDIO SECTION OF

December 31, 1927

JACQUELINE LOGAN,

J the Follies gift to pictures, who
has appeared in “King of Kings,”
Wise Wife,” “Leopard Woman,” is

making “MIDNIGHT MADNESS”
for De Mille-Pathe.

UrTHE PRIVATE LIFE OF
X HELEN OF TROY” places
MARIA CORDA among A menca’s
greatest screen artists and brings to
First National one of Europe’s most
abl e and beautiful actresses.

Smiling Through I

mBy Rufus McCosh*~~——l

(Continued from page 28)

night when I meet him at the fights, he
said, “It is really remarkable what you
have done in the short time you have been
here ! If George Landy ever leaves our
publicity department, he said, there is no
one I would not rather see in his place
than you, Benny!”

I guess that proves what I have done
here, Joe. $200 is really not my price, Joe,
but I would not charge an old friend like
you my regular price.

It is true as you say that you will have
to sell the picture after you make it but
that is a mere incidental, Joe. Either I will
sell the picture for you, Joe, or if I cannot
do it for you no one can. You will find
that out!

As to the little lady which you wish to
star there is no questions in my mind but
that there is a place for her in Hollywood.
Hollywood is a big place, Joe. If you say
she is a nockout, Joe, I’ll bet she is a nock-

out and I will take your word for it, so
there is no use of my waiting to see but I
will start on her publicity campain at once
as soon as I here farther from you. I
really ought to charge you more on account
of there being 2 different propositions but
if you will send check for $200 at once I
will stick to my word as given above.

So all things considered I think this- is
the right time for you to start in and that
you have as good a chance as any of the
other suckers, and you have certainly done
the right thing in making arraingments
with me. I will put you over big, Joe.

Give my regards to Broadway, Joe.

Youre old pal,

Benj. Price.

P. S. It would be better to send that
check (certifide or cashiered) by air mail
as much time will be saved.

Leni Progresses on Classic

HOLLYWOOD. — Paul Leni, international di-
rector, is making rapid headway with his most
responsible assignment since joining the Univer-
sal forces. A huge cast and “mob” scenes char-
acterize the Hugo classic, “The Man Who
Laughs,” which is to be issued as one of Uni-
versal’s biggest productions, it is claimed. Leni
has already scored hits this year in directing
“The Cat and the Canary” and “The Chinese
Parrot.”

Three Running Weeks
of Harmonica Playing
Staged at Medina , Ohio

Three consecutive weeks of harmonica
playing contests are being staged this
winter at the Princess theatre in Medina,
Ohio, in the tieup with Educational com-
edies. The mayor is acting as one of
the judges, and other officials of the city
are giving their cooperation.

Two local stores are contributing window
display space to the promotion of the
events. The usual one-sheets, window
cards, photos and mats of “Big Boy.” star
of Educational-Juvenile Comedies, are be-
ing made use of. In addition, a trailer
is being employed to exploit the contest
in the theatre, while the usual array of
prizes is being supplied. Three different
Juvenile Comedies, starring “Big Boy,” are
being shown for the three separate con-
tests. As an extra publicity stunt, the
mayor will be presented with a gold har-
monica provided for the theatre for this
purpose without cost, Educational says.

December 31, 1927

EXHIBITORS HERALD

45

Christmas Holidays Fail
to Retard Production;
13 Pictures in Making

( Continued, from page 27)

has just started on “China Bound,” a Ra-
mon Novarro vehicle, and Lon Chaney’s
next will be “Laugh, Clown, Laugh,
adapted from the stage success. William
Nigh will direct Chaney, and Herbert Bre-
non the Novarro picture.

These are busy days at the Metropolitan
studios, where five large companies are
shooting. Harold Lloyd is working on his
Paramount production “Speedy” under
Ted Wilde’s direction; Luther Reed is di-
recting “Hell’s Angels, a Caddo produc-
tion for LTnited Artists ; Spencer Bennett
is making “Yellow Cameo for Pathe , Leo
Maloney is filming “Valley Beyond the
Law” for Pathe; and Ray Taylor is mak-
ing a dog picture called “Inside Prison
Walls.”

Taylor Directing “Tempest”

“Tempest,” the John Barrymore starring
vehicle is the only picture in production
at United Artists, although a pretentious
production program has been mapped out
by Joseph M. Schenck for the next few
months. Sam Taylor is directing “Tem-
pest” and he expects to finish it by Feb-
ruary.

Six productions occupy tne stages at Uni-
versal City at this writing. Williarn Beau-
dine is directing “Home James’ with
Laura LaPlante starred; George Melford
is putting the finishing touches to “Free-
dom of the Press,” a Jewel production;
Henry MacRay is directing “Hoof Beats
of Vengeance,” a horse story with Rex;
Edward Laemmle is making “Fallen An-
gels,” with Norman Kerry and Pauline
Starke; Paul Leni is well along with “The
Man Who Laughs,” starring Mary Phil-
bin and Conrad Veidt, and Willy Wyler is
directing Bessie Love in “Has Anyone
Here Seen Kelly?”

Just before the holiday shutdown War-
ner Brothers finished two pictures, “Ten-
derloin,” a Michael Curtiz production, and
“Rinty of the Desert,” directed by Ross
Lederman. Both are now being edited and
titled.

At Educational studios four directors
are making a like number of comedies for
the season of 1928. Norman Taurog is di-
recting Johnny Arthur in a Tuxedo com-
edy; Charles Lamont has “Big Boy” in

another Juvenile opus; Stephen Roberts is
directing George Davis in a Mermaid pro-
duction and H. L. Muller is making Char-
ley Bowers comedy.

Mack Sennett’s studio has closed for the
holiday season to open again early in Jan-
uary. Hal Roach has four M-G-M com-
edies under way with Tames Parrott di-
recting Charlie Chase ; Anthony Mack di-
recting “Our Gang” ; Clyde Bruckman
making a new Stan Laurel comedy ; and
Fred Guiol directing Max Davidson in a
two reeler.

At Tec-Art studios two companies have
been shooting during the past weeks : A1
Rogell is using this studio for his forth-
coming Ken Maynard-First National pro-
duction, “We’re All Americans,” and
Erie Kenton is directing a Gotham pic-
ture called “Bare Knees.” Christy Ca-
banne is directing a Tiffany-Stahl produc-
tion as yet untitled at that company’s stu-
dio. One picture is in production at Co-
lumbia studios, “My Wife’s Relations,” a
George Seitz production featuring Shirley
Mason and Gaston Glass.

May each of
the 366 days
to follow be
the best
you’ve ever
had.

4 Gallagher ’

“A Blonde
For a Night’

“ The

Rush Hour’

44 The Girl
in the
Pullman”

HARRISON

FORD

IN

DeMXLLE

PICTURES

Heartiest Greetings

from

JEAN HERSHOLT

Universal Star

Through the courtesy of Carl Laemmle now
playing the featured role of “Solomon Levi” in
“ABIE’S IRISH ROSE” a Paramount Pro-
duction.

46

STUDIO SECTION OF

December 31, 1927

Howard Hughes

( Continued from page 43)

the war types, importing several of the craft from Eu-
rope, to make the air sequences of his picture authentic.
Also, he is building his own airport, where the air scenes
will be filmed, and he has taken over an entire factory
in Glendale, where the planes are being re-conditioned
and made safe for the aeronautics.

Hughes’ latest gesture in establishing himself in the

front ranks of filmdom’s producers is the signing of the
Paramount star, Thomas Meighan. He has signed the
Irish film star for a series of pictures to be made by the
Caddo Company and to be released by Paramount Famous
Lasky. Thus, filmdom’s youngest producer becomes affi-
liated with two of the outstanding producing outlets in the
industry, — United Artists and Paramount.

JOHN

FORD

Directed

“FOUR

SONS”

Preparing

“HANGMAN’S

HOUSE”

Fox Release

As head of the Caddo Company, mak-
ing feature productions for both United
Artists and Paramount distribution,
Hughes becomes a power to be reck-
oned with in Hollywood. Six months more
will probably see him in the top row of
the industry as it affects independent pro-
ducers. And not because he has money—
but because he has made a thorough study
of the picture business, knows film values,
and because he is proving it at the box
office with Caddo successes.

Stephen Roberts

( Continued from page 43)

so he headed for the directorial end of
the game and a year or so later found him
as assistant director with Norman Taurog
at Educational Studios.

It wasn’t long before Steve had a chair
with his name on it, a new megaphone
similarly inscribed, a crew of gag men
and the title of full-fledged comedy direc-
tor. For the last five years he has been
making them fast and funny at Educational
Studios, and his list of laugh-making suc-
cesses covers 75 pictures. He is on con-
tract, gets paid every Saturday, is married,
plays a good hand of stud, likes football,
golf and work and he reads O. O. McIn-
tyre and Exhibitors Herald from cover
to cover.

—RAY L. HOADLEY.

Changes in Atlanta Row

( Special to the Herald)

ATLANTA, Dec. 28. — Hank Hearn,
branch manager of Liberty-Specialty
Film Distributing Corporation, has re-
signed and will join Tiffany-Stahl Pro-
ductions. John W. Mangham has left
his post as branch manager of Arthur C.
Bromberg Attractions, and will succeed
Hearn.

Reason's; Greetings

BOBBY VERNON

Paramount-Christie Comedies

December 31, 1927

EXHIBITORS HERALD

47

To Brother Exhibitors in
All Parts of the World

SID GRAUMAN

Sends Most Cordial Season’s
Qreetings From

Sid Grauman’S Chinese Theatre

Hollywood

Season’s Greetings
Rex Lease

December 1927

48

STUDIO SECTION OF

December 31, 1927

Those Who Passed

in 1927

Albecker, John, exhibitor, Evansville, Ind.
Alexander, Clair, actress, Hollywood.

Armstrong, LeRoy, Hollywood.

Aschenbrenner, Robert, father of Paul Ash,
Milwaukee.

Auerbach, Salo, exhibitor, Chicago.

Bailey, George D., actor, Hollywood.

Barhydt, T. W., exhibitor, Terre Haute, Ind.

Barton, John R., ex-manager Universal, Jack-
sonville, Fla.

Bautin, Joseph, extra, Juneau, Alaska.

Bennethum, George, chain operator, Philadel-
phia.

Bernard, Sam, actor, New York.

Brahn, Michael R., trainer of Silver King,
Hollywood.

Briant, Roy, writer, Los Angeles.

Brown, Charles, exhibitor, Vincennes, Ind.

Burkhard, Charles, actor, Hollywood.

Campbell, J. O., exchange man, Chicago.

Carlsmith, Lillian, exhibitor, Capitol theatre,
Old Orchid, Me.

Carmen, William, studio guard, Hollywood.

Carpenter, George, exhibitor, Los Angeles.

Chaney, Frank, father of Lon, Hollywood.

Clifford, Patrick J., exhibitor, Indianapolis.

Clune, W. H., producer, Hollywood.

Cochrane, Mrs. T. D., wife of Paramount Rep.
of Kobe, Japan.

Cooney, John J., Chain theatre, part owner,
Chicago.

Curwood, James Oliver, author, Owosso, Mich.

Dalton, Joseph, father of Julian Eltinge, Hol-
lywood.

Daughters, F. H., extra, Spokane, Wash.

Dees, Herman, theatre manager, Houston, Tex.

Delancey, Ray, artist, Hollywood.

Dorris, John H., theatre manager, Hayti, Mo.

Drew, John, stage actor, San Francisco.

Eisele, John C., Fox, New York.

Francis, Frank, exhibitor, Charleston, 111.

Franklin, Harry, Universal director, Holly-
wood.

Gamble, William, orchestra conductor, Indian-
apolis.

Goodnight, Charles G., exhibitor, Sweet Springs,
Mo.

Gorman, John P., Tr. Keith-Albee, West Med-
ford, Mass.

Grainger, James, father of J. R., sales man-
ager of Fox, Medford, Mass.

Gray, William P., theatrical man, Lewiston,
Me.

Hall, Ethel, double, Hollywood.

Hartman, J. Fred, known in the game in Phil-
adelphia, died in Brussels, Belgium.

Haskell, W. E., pipe organ inventor (equip-
ment), Brattleboro, Vt.

Haworth, Harry, electrician, electrocuted at
Norshore, Chicago.

Hays, Walter, producer, New York.

Healey, Frank, exhibitor, Fitchburgh, Mass.

Hogan, May, Educational Exch., Albany.

Howard, Helen, actress, Riverside, Cal.

Jefferys, Hugh S., press agent, Hollywood.

Kalver, Jacob B., music business, Chicago.

Kamp, Philip, father of Charley of the Madlin
& Ashland theatres, Chicago.

Kelly, George, stage and screen star. New
York.

Kerrick, Tom, cowboy actor, Hollywood.

Kind, Lee, exhibitor, Hollywood.

Kramer, Louis, father of Lou, Chicago.

Lasky, Mark A., uncle of Jesse, San Fran-
cisco.

Laurell, Kay, star, London, England.

Lautenbach, Charles, exhibitor, Plymouth, Wis.

Lawler, Thomas L., chain owner, Greenfield,
Mass.

Lewis, Irving, editor, New York.

Loew, Marcus, producer, New York.

Lydiatt, R. J., manager of vaudeville circuit,
Toronto, Ont., Canada.

Mack, Hughie, actor, Hollywood.

Mannon, Hamilton W., vice president Tec-Art,
Hollywood.

Mastbaum, Mrs. Fannie E., mother of the late
Jules E., and Stanley V., former executives of
Stanley Company, Philadelphia.

Mathis, June, scenarist, New York.

McCarthy, George, treasurer, Plymouth theatre,
Boston.

McKim, Robert, screen villain, Hollywood.

Miller, Col. Joe, part owner of 101 Ranch,
Ponca City, Okla.

Mitchell, Donald, Universal sales manager, San
Francisco.

Montague, Betty, (photo assist), Hollywood.

Mouvet, Maurice, famous dancer, Switzerland.

Myers, Mrs. Isadore, mother of Carmel, Holly-
wood.

Nash, John B., exhibitor, Providence, R. I.

Peck, Raymond S., (Can. Gov. M. P. studio
director) Ottowa, Ont., Canada.

Pilgrim, Joe., manager, Chicago.

Ramsdell, A. J., exhibitor, Malden, Mass.

Marie

Prevost

DeMille Star

“The Girl
in the
Pullman”

“The Rush
Hour”

Current
release :

“A Blonde
for a
Night”

Hello Exhibitors!

jHerrp Christmas
anti a

prosperous Jiteto Pear

Watch

FOR LATEST
RELEASES— NEW SERIES

“The Golf Bug”

“A Gold Digger of Weepah”

“The Beach Club”

“The Best Man”

“Motorboat Mamas”

“Bicycle Flirt”

“His Unlucky Night”

“Hubby Steps Out”

— Billy Bevan

Nine Years As Featured Comedian
in

Mack Sennett Comedies

December 31, 1927

EXHIBITORS HERALD

49

Randolph, E. H., Internatl News cameraman,
Kelso, Wash.

Randolph, T. G., Internatl News cameraman,
Kelso, Wash.

Reedy, J. H., theatre manager. Long Beach,
Cal.

Reynolds, Lynn, director, Hollywood.

Rubens, George B., president T. Chain, Indi-
anapolis.

Sardino, Adolphonso, man. Strand, Albany.

Scanlon, Rev. Dr. Charles, censor worker,
Pittsburgh.

Schaefer, Charles J., exhibitor, Chicago.

Scheibe, August, theatre owner, Plymouth, Wis.

Scholord, Carl, janitor, Elmo theatre, Chicago.

Simpson, Ben, San Francisco.

Siskin, I., exhibitor, Chicago.

Stainback, Ben, exhibitor, Memphis, Tenn.

Standing, Gordon, actor, Hollywood.

Stern, Herman, father of Herbert L. Stern,
Chicago.

Stiles, Netta, actress, Hollywood.

Still, Harry, exhibitor, Cortland, N. Y.

Stone, Seymour, exchange man, Boston.

Strode, Albert Lee, exhibitor, Kansas City.

Sundberg, A., carpenter, Hollywood.

Swain, Howard L., theatre manager, Shreves-
port, La.

Thompson, Ray, stunt man, Hollywood.

Traver, Herbert W., United Artists manager,
Detroit.

Tripp, Brig. Gen. Guy E., chairman board of
Westinghouse, New York.

Ward, Leon, cowboy actor, Cedar City, Utah.

Wells, Jake, theatre owner, Hendersonville,
N. C.

Westerfield, Lee, theatre owner. Ft. Worth,
Tex.

Yost, Harry, press agent, Chicago.

Greta Nissen Plans
Eastern Vacation

( Special to the Herald)

HOLLYWOOD, Dec. 28. — Greta Nissen,
Scandinavian star, will go to New York
for a brief vacation after completing her
current role in “Hell’s Angels.” Miss Nis-
sen is now playing the leading feminine
role in the Caddo air picture. She plans
to see the Broadway shows during her
stay in Gotham, returning to Hollywood in
time to begin work on her next picture.
The Norwegian actress is entertaining sev-
eral offers for starring roles in forthcom-
ing productions, but she will not make a
decision until her return.

HOLLYWOOD, Dec. 28. — Two years
ago, James Hall, then a matinee idol, was
given a screen test at Paramount’s Long
Island studio. As a result of this test,
Hall left Broadway and came to Holly-
wood on a long term contract. Today Hall
is the third most popular male star of the
screen, as voted in a recent national fan
magazine contest.

The screen test which turned Hall’s
career from Broadway to Hollywood was
filmed by Luther Reed, the director. And
today, by one of the never-ending coinci-

dences of the screen, Hall is again appear-
ing before the cameras under direction of
Reed. The actor is playing one of the two
leading male roles in “Hell’s Angels,” the
million dollar air thriller which the Caddo
Company is producing for United Artists
release.

HOLLYWOOD, Dec. 28.— Ralph Doug-
las, world’s champion parachute jumper, has
been signed by the Caddo Company for
service in the air thriller, “Hell’s Angels.”
Douglas will be the parachute technician
on the air spectacle, and he may also per-

form in some of the crashes and stunts
which will be highlights of the picture.

Douglas is a well known film daredevil
and stunt flyer. He won the world’s para-
chute championship at San Diego Novem-
ber 16 last, when he dropped 5,500 feet
from a 10,000 foot altitude, before pulling
the ripcord of his chute.

Release Film for Farmers

WASHINGTON.— How farmer Sam Jones
profited from a lecture on dairy herd improve-
ment, is the basis of the story in “Blood Will
Tell,” a new film just released by the Depart-
ment of Agriculture.

Plaza Hotel

To Travelers This Emblem
Means Hotel Headquarters
In the Film Capital
of the World

The Hollywood Plaza is hotel headquarters in
Hollywood, California.

When on your next trip to Southern California,
make this famous hostelry your objective.

Situated in the heart of Hollywood, the hotel is
most centrally located for either pleasure, business or
shopping in Los Angeles.

Every room is a parlor during the day time — a

luxurious sleeping quarter at night. In-a-Door Beds
make this possible.

Strange people, exotic sights, theatres, and enter-
tainment are but a step away from the door of this
famous hostelry.

Write or wire us for reservations in advance.
Appoint this hotel now as your headquarters while
in Southern California.

HOLLYWOOD PLAZA HOTEL

Hollywood, Calif.

50

STUDIO SECTION OF

December 31, 1927

Leo Meehan Productions

just completed are

Gene Stratton-Porter’s

“FRECKLES”

and

Temple Bailey’s current best seller

“WALLFLOWERS”

P.S. : I am going to take a couple of weeks off and
go to New York, after making seven straight for F B O
release. Do you blame me? Happy New Year!

LEO MEEHAN.

Dorothy Yost

F. B. O.

Now adapting

“The Little Yellow House”

CHARLES LAMONT

DIRECTOR OF

“Big Boy” Comedies Lupino Lane Comedies

Dorothy Devore Comedies Tuxedo Comedies
Mermaid Comedies

FOR EDUCATIONAL

Dressing for the
Classics — and Ree
Who Knows How

By D. M.

There are few departments in the mo-
tion picture industry that necessitate a
greater recourse to the imagination,
more creative ability or a broader knowl-
edge of human psychology, than that
presided over by the costume creator.
He must in addition have a fair working
knowledge of history, the classics, poetry
and the sartorial records of the world
in its various stages of development.

Max Ree, costume director for First
National Pictures, is one of the most
expert in his chosen field. He combines
his essential knowledge of costume with
the other requisites and has a back-
ground of experience in art and theatri-
cal circles.

* * *

Ree, who was born in Denmark, is a
graduate of the Copenhagen Royal Uni-
versity. He designed the costumes for
some of Max Reinhardt’s greatest Eu-
ropean successes and it was through
Reinhardt that he came to New York,
where he remained for several years.
While there he created some of the
artistic and daring costumes for the
Greenwich Village Follies, Irving Ber-
lin’s Music Box Revue, the Ritz Revue
and others. In addition he contributed
cover designs to a number of magazines.

While he directs the costume design-
ing for all the First National Pictures
at the Westcoast Studios, he has of late
had two productions that have given
ample opportunity to exemplify his true
genius in this direction. These were
widely different in character, one being
the George Fitzmaurice production,
"Rose of the Golden West,” and the
other, “The Private Life of Helen of
Troy,” directed by Alexander Korda and
featuring Maria Corda, Lewis Stone and
Ricardo Cortez.

The first of these, in which Mary
Astor and Gilbert Roland played the
featured roles, is a story laid in the early
history of California, at the time of its
advent to the Union. The Mexican-
Spanish influence of course predominated
the picture. The gowns worn by Miss
Astor were authentic, as were those of
the other players.

* * *

Yet, in using the term “authentic” it
is done with the understanding that cer-
tain modifications are almost always
necessary. An exact type of the orig-
inal modes of some bygone period would
frequently be too extreme in some par-
ticular to find favor in the present day,
might seem grotesque and decidedly un-
beautiful.

It is essential to satisfy the eye of the
spectator. Therefore, the costume di-
rector must know just how far he can
follow the original design, just where
he must deviate in some respect to main-
tain symmetry and grace. We have only
to glance back in the history of our
own land a few years to note how queer
and often-times unbecoming were some
of the gowns affected by the sartorially
elect!

Take the 1890’s with the quaint hats
and gowns that today seem positively
grotesque! In a picture of that period,
say, the heroine must retain the sym-
pathy of the audience if it be a serious
film. She must not appear ludicrous.
Therefore certain modifications are nec-

December 31, 1927

EXHIBITORS HERALD

51

Fox Studio Activity
Brings Christmas Cheer

(Special to the Herald)

HOLLYWOOD, Dec. 27.— Much
of the Christmas cheer in the Fox
studios this year is due to the
fact that this company is unusu-
ally busy in a season when as a
rule most production plants are
slack in production. With plenty
of work the Fox actresses, actors,
“bit” players and extras will this
year have the money with which
to meet the calls of Santa Claus.

essary. Also the personality and type
of the artiste must be considered. Not
all women can wear all sorts of gowns
with grace!

t- * *

In “The Private Life of Helen of
Troy” a real problem presented itself.
What authority has anyone for the styles
of that remote period? There are no
records. Poetry and the imagery of
artists must supply our models — and
none can say that they are accurate. By
the same token, of course, there can be
no basis for criticism! But wait a mo-
ment! The playgoing public has a very
tenacious habit of finding something to
criticise. An erudite spectator might in
some way discover a flaw even in the
costume of the immortal Helen. Obvi-
ously, the gowns she wore must be
beautiful. They could never be grotesque.

The Greeks were essentially artistic
and undoubtedly simplicity was the key-
note. Yet, for a picture which the world
would expect to be gorgeous (as it is)
absolute simplicity would have been un-
satisfying. Here the artist was brought
into play.

Modifications of modern ideas, for the
people portraying the roles are after all
individuals presenting a comedy of a re-
mote period, combined with semi-classi-
cal ideas, decorative in tone, graceful in
line, suggesting the moods by their
fashioning — these were the things to be
striven for.

In the attire of the various immortals,
even greater liberties were required.
Certainly, we have no basis for a cos-
tume worn by Ajax or Achilles. The
gods of Olympus may have dispensed
with wearing apparel altogether for all
that we know! Likewise the goddesses.

The result of the creative work — and it
was a task of no small proportions —
accomplished by Max Ree and his staff
will be worthy of note. That it is beau-
tiful there is no doubt.

Middlewest Prospering,
Nat Mintz Finds on Trip

Prosperity throughout the Middlewest
points to a very successful theatrical
season, Nat L. Mintz, vice-president of
Charles B. Mintz Pictures, declared
following a tour of key city exchanges
in the Midwest states. Mintz Pictures
makes the Krazy Kat cartoons and
Novelties released by Paramount,
“Farmers and industrial workers alike
have been fully rewarded for their
labors of the past six months,” Mintz
said.

“Chauve Souris” Preview Given
LOS ANGELES. — A preliminary performance
of the celebrated Russian, “Chauve Souris,” due
here this month after its New York season, will
be given before an audience with no admission
charged.

LOU SEILER

Director of

TOM MIX

in

“Outlaws of Red River”
“Great K&A Train Robbery”
“No Man’s Gold”

“Tumbling River”

44 Wolf Fangs” Starring “Thunder”

“White Silence”

Now Directing

“Square Crooks”

Fox Release

Stephen Roberts

Director

MERMAID COMEDIES

For Educational

TITLED

“The Shepherd of
the Hills”

“Man Crazy”

“No Place to Go”
“The Drop Kick”
“Smile, Brother, Smile”
“The Stolen Bride”

All First National Productions
6372 Hollywood Blvd., Hollywood, Calif.

Phone Gladstone 4809

Qive the Boy a Big Hand
He’s Already Qot Big Feet

AL BOASBERG

52

STUDIO SECTION OF

December 31, 1927

Carlos Moore Resigns

( Special to the Herald)

Vandals Destroy Films

( Special to the Herald)

PITTSBURGH, Dec. 28. — Carlos
Moore, manager of the United Artists
branch, since its beginning here nine
years ago, has resigned.

OTTAWA, Dec. 28. — Vandals entered
the Regent theatre last Saturday night
and destroyed films used during the
week. Three reels are missing.

alan hale — alan hale — alan hale — alan hale — alan hale — alan hale

alan hale
director
comedian
alan hale.

alan hale — alan hale — alan hale — alan hale — alan hale — alan hale

MERVYN LeROY

HAS JUST FINISHED DIRECTING

Charlie Murray and
George Sidney

in “FLYING ROMEOS”

FOR FIRST NATIONAL

“HAROLD TEEN” will be his next

,, •*

ARTHUR STONE

FIRST NATIONAL STUDIOS

“BURNING

DAYLIGHT”

MOLE - RICHARDSON, INC

The Mark

of Progress

HE 8191

STUDIO ELECTRICAL EQUIPMENT

6310 SANTA MONICA BLVD., HOLLYWOOD, CALIF.

Earl Hudson Goes
With Columbia in
Production Post

(Special to the Herald)

NEW YORK, Dec. 28.— Earl Hudson,
responsible for “Flaming Youth,” regarded
as one of Colleen Moore’s greatest pictures,
has been signed by Columbia as production
supervisor. He was in charge of First
National production for several years both
on the West and East Coast. Among the
many successes he supervised are “Black
Oxen” and “Men of Steel.” Hudson’s
first duties for Columbia will be the super-
vision of “Lady Raffles,” which will mark
Estelle Taylor’s debut on the Columbia
program.

In addition, Elmer Harris and J. L.
Johnston were added to the executive staff,
Harris as scenario chief, and Johnston as
studio publicity director. Harris has done
scenario editing for Paramount and Pathe,
Johnston comes from the publicity depart-
ment of First National.

To the writing staff have been added
Will M. Ritchey, Rex Taylor, and Hugh
Cummings, while Frank Capra has been
engaged to direct Viola Dana and Ralph
Graves in “That Certain Thing.”

Paramount Issues
Wide Variety of
Christie Comedies

A wide variety of comedies in the
Paramount-Christie product is shown in a
revised list of releases starting back last
August 13 at the beginning of the season
and running through January 28, 1928.
Nineteen comedies are included.

Following are the titles of the produc-
tions, with names of the stars and the re-
lease dates :

“Short Socks,” Bobby Vernon, August 13;
“Row Sailor Row,” Billy Dooley, August 20; “Dr.
Quack,” Jimmie Adams, August 27; “French
Fried,” Neal Burns, September 3; “Crazy to Fly,”
Vernon, September 17; “A Moony Mariner,”
Dooley, September 24; “Hot Papa,” Jack Duffy, Oc-
tober 1; “Oh, Mummy,” Adams, October 8; “Wed-
ding Wows,” Vernon, October 22; “Scared Pink,”
Anne Cornwall, October 29; “Easy Curves,”
Dooley, November 12, 1927; “Ocean Blues,”
Adams, November 19, 1927; “Mad Scrambles,”
Burns, November 26, 1927; “Splash Yourself,”
Vernon, December 3, 1927; “Dizzy Sights,”
Dooley, December 17, 1927; “Nifty Nags,” Duffy,
December 24, 1927; “Swiss Movements,” Adams,
December 24, 1927; “Fighting Fanny,” Cornwall,
Jan. 21, 1928; “Save the Pieces,” Vernon, Janu-
ary 28, 1928.

Fox Girls Form Bowling Team

NEW YORK.— The girls of Fox Films are
forming a bowling team and will challenge the
fair bowlers of other motion picture companies.

JULES

WHITE

Director

EDUCATIONAL

PICTURES

December 31, 1927

EXHIBITORS HERALD

53

THE LOBBY ALBUM

Exhibitors requesting autographed photo-
graphs of stars are listed with names of
players below.

RENEE ADO REE — E. Lavigne, Family theatre,
Aylmer, Quebec, Canada.

RENEE ADOREE — W. B. Clow, Ogilvie thea-
tre, Ogilvie, Minn.

VILMA BANKY — E. Lavigne, Family theatre,
Aylmer, Quebec, Canada.

VILMA BANKY— W. B. Clow, Ogilvie theatre,
Ogilvie, Minn.

NOAH BEERY — George E. Bullock, Freedman
theatre. Forest City, Pa.

WILLIAM BOYD— George J. Kress, Hudson
theatre, Rochester, N. Y.

LON CHANEY — W. B. Clow, Ogilvie theatre,
Ogilvie, Minn.

RONALD COLMAN — E. Lavigne, Family thea-
tre, Aylmer, Quebec, Canada.

RONALD COLMAN— W. B. Clow, Ogilvie
theatre, Ogilvie, Minn.

GARY COOPER — O. A. Fosse. Community thea-
tre, Ridgeway, Iowa.

KARL DANE, W. B. Clow, Ogilvie theatre,
Ogilvie, Minn.

BEBE DANIELS— P. G. Held, Strand theatre,
Griswold, Iowa.

BEBE DANIELS — Fritz Largen, Lyric theatre,
Creighton, Nebr.

BEBE DANIELS — W. L. Kornegay, Victoria
theatre. Mount Olive, N. C.

BEBE DANIELS — Texan theatre, Throckmor-
ton, Texas.

BEBE DANIELS — Rolena Smith, Detroit thea-
tre, Detroit, Mich.

FRANKIE DARRO — J A. Rowan, Moonlight
theatre, Kingston, W. Va.

FRANKIE DARRO— W. B. Clow, Ogilvie thea-
tre, Ogilvie, Minn.

MARION DAVIES— Louise Holzapfel, 110 Kin-
sey St., Richmond, Ind.

MARION DAVIES— P. G. Held, Strand theatre,
Griswold, Iowa.

MARION DAVIES — W. L. Kornegay, Victoria
theatre, Mount Olive, N. C.

MARION DAVIES — Leo A. Crosby, Grange
Hall theatre, Bridgeton, Me.

RICHARD DIX — George E. Bullock, Freedman
theatre. Forest City, Pa.

RICHARD DIX— Mr. and Mrs. Glen Jennings,
Globe theatre, Buena Vista, Va.

BILLIE DOVE — Louise Holzapfel, 110 Kinsey
St., Richmond, Ind.

BILLIE DOVE — George E. Bullock, Freedman
theatre. Forest City, Pa.

BILLIE DOVE — E. Lavigne, Family theatre,
Aylmer, Quebec, Canada.

BILLIE DOVE— Fritz Largen, Lyric theatre
Creighton, Nebr.

BILLIE DOVE — W. J. Burke, Forest theatre,
Dallas, Texas.

BILLIE DOVE — George L. Cohen, Princess
theatre, West Union, Iowa.

BILLIE DOVE — Carl Kleibege, Parthenon the-
atre, Hammond, Ind.

BILLIE DOVE — W. L. Kornegay, Victoria
theatre. Mount Olive, N. C.

PAULINE FREDERICK — W. B. Clow, Ogil-
vie theatre, Ogilvie, Minn.

JAYNET GAYNOR — Royal G. Dam, Priscilla
theatre, Lewiston, Me.

HOOT GIBSON — W. B. Clow, Ogilvie theatre,
Ogilvie, Minn.

JOHN GILBERT— R. J. Speck, Kenwood thea-
atre, 1225 East 47th St., Chicago.

JOHN GILBERT — E. Lavigne, Family theatre,
Aylmer, Quebec, Canada.

JOHN GILBERT — R. F. Hardin, Princess thea-
tre, Fayetteville, Tenn.

JOHN GILBERT— W. B. Clow, Ogilvie theatre,
Ogilvie, Minn.

“Sludio Section,”

EXHIBITORS HERALD,

5617 Hollywood Blvd., Los Angeles, Cal.

GENTLEMEN :

I shonld like to receive an autographed

for placement in my “Lobby Album” of
stars whose pictures ara especially popular
with my patrons.

( Exhibitor)

(Theatre)

(State)

JOHN GILBERT — Linnie Buzzell, Guilford the-
atre, Guilford, Me.

JAMES HALL — Louise Holzapfel, 110 Kinsey
St., Richmond, Ind.

JACK HOLT— W. B. Clow, Ogilvie theatre,
Ogilvie, Minn.

LLOYD HUGHES — Carl Kleibege, Parthenon
theatre, Hammond, Ind.

BUCK JONES— C. E. Robinson, Town Hall,
Carmel, Me.

LEATRICE JOY — W. B. Clow, Ogilvie theatre,
Ogilvie, Minn.

LAURA LA PLANTE W. B. Clow, Ogilvie

theatre, Ogilvie, Minn.

ROD LaROCQUE — W. B. Clow, Ogilvie thea-
tre, Ogilvie, Minn.

MARGARET LIVINGSTON— Alburn Drace,

Keytesville, Mo.

THOMAS MEIGHAN — C. E. Robinson, Town
Hall, Carmel, Me.

COLLEEN MOORE — E. Lavigne, Family thea-
tre, Aylmer, Quebec, Canada.

COLLEEN MOORE— Leon A. Crosby, Bridge-
ton, Me.

EDNA MURPHY — Alburn Drace, Keytesville,
Mo.

RAMON NOVARRO— E. Lavigne, Family the-
atre, Aylmer, Quebec, Canada.

RAMON NOVARRO— Alburn, Keytesville, Mo.

RAMON NOVARRO— W. B. Clow, Ogilvie the-
atre, Ogilvie, Minn.

SALLY O’NEIL — W. J. Burke, Forest theatre,
Dallas, Texas.

MARY PICKFORD— W. B. Clow, Ogilvie thea-
tre, Ogilvie, Minn.

AILEEN PRINGLE— Carson T. Metcalf, Green-
field, 111.

ESTHER RALSTON— F. B. McKeown, Opera
House, Jonesport, Me.

ESTHER RALSTON— Alburn Drace, Keytes-
ville, Mo.

ESTHER RALSTON— W. B. Clow, Ogilvie the-
atre, Ogilvie, Minn.

GILBERT ROLAND — E. Lavigne, Family the-
atre, Aylmer, Quebec, Canada.

NORMA SHEARER — E. Lavigne, Family thea-
tre, Aylmer, Quebec, Canada.

NORMA SHEARER— C. W. Moore, Rock Lake
theatre, Rock Lake, No. Dak.

NORMA SHEARER — George E. Bullock, Freed-
man theatre. Forest City, Pa.

NORMA SHEARER— W. B. Clow, Ogilvie thea-
tre, Ogilvie, Minn.

NORMA SHEARER — -Leon A. Crosby, Grange
Hall theatre, Bridgeton, Me.

NORMA TALMADGE — E. Lavigne, Family the-
atre, Aylmer, Quebec, Canada.

FRED THOMSON — W. B. Clow, Ogilvie thea-
tre, Ogilvie, Minn.

FRED THOMSON— B. H. Lovell, Lovell thea-
tre, Pardeeville, Wis.

FRED THOMSON — Linnie Buzzell, Guilford
theatre, Guilford, Me.

VIRGINIA VALLI— C. E. Robinson, Town Hall,
Carmel, Me.

LOIS WILSON— C. E. Robinson, Town Hall,
Carmel, Me.

Winnipeg Fetes Roberts

( Special to the Herald )

WINNIPEG, Dec. 28. — When Theodore
Roberts was here recently all theatre and
Film Row men of the city attended a
dinner in his honor.

ALFRED A. COHN

FREE-LANCE WRITER
“The Gorilla”

“The Cohens and Kellys
in Paris”

“The Jazz Singer”
“The Cat and the Canary”
“We Americans”
“The Last Warning”

5617 Hollywood Blvd., Hollywood

He Whose Laughs Last

“Howard J. Green, who receives screen credit for
the comedy construction, has the ability to obtain
more gags from a warrior’s jacket and a pair of
shoes than a Chaplin in his heyday.”

Hodges’ preview “Private Life
of Helen of Troy,” Exhibitors
Herald.)

Howard J. Green

at First National

AL MARTIN

Free lance title writer

i W

Hollywood Plaza Hotel

l: '

(Rent, paid in full)

W

LOCATION CAMPS DE LUXE

EVERY CONVENIENCE OF A MODERN APARTMENT

W. L. ANDERSON

ANDERSON BOARDING AND SUPPLY CO. I

1041 McCADDEN PLACE LOS ANGELES !

NEW PHONE — GLADSTONE 0782

54

STUDIO SECTION OF

December 31, 1927

DANIEL B.
CLARK
A. S. C.

Cinematographer

Tom Mix
Productions

Nick

Musuraca

A. S. C.

Cinematographer

“Desert Pilot”

“Red Riders
of Canada”

“Phantom of
Range”

“When the
Law Rides”

“Valley of
Super-
stition”

F B O Studios

CHAS. G. CLARKE— A. S. C.

PHOTOGRAPHER

“RED” GRANGE’S “ONE MINUTE TO PLAY'
“THE RACING ROMEO” — F B O
“GOING CROOKED” — FOX — “UPSTREAM”
“FOUR SONS” — Fox

George Folsey

Cinematographer

“LADIES AT PLAY”

“ORCHIDS AND
ERMINE”

“SEE YOU IN JAIL”
“NAUGHTY BUT NICE”
“AMERICAN BEAUTY”
“NO PLACE TO GO”

Camera!

A Department Devoted to News and Affairs of
the American Society of Cinematographers and Its
Members, Published as a “Studio Section” Feature.

S.M.P.E. to Hold Next Confab
in Hollywood, Clark Says

Annual Convention of Engineers to Be Held in April; Cameramen s
President Receives Acceptance of Invitation
By S. E. SYNDER

THE American Cinematographer in its issue of January, 1928, will
say:

“President Daniel B. Clark of the A. S. C. announces that he
has received an affirmative reply to the invitation recently forwarded
by the board of governors to the Society of Motion Picture Engineers to
hold their next convention in Hollywood.

THE dates, soon to be announced, will
be in April and every effort will be
made to have a record attendance of mem-
bers, 95 per cent of whom live East of
Chicago. They are identified with the
greatest laboratories and manufactories in
the world having to do with products ap-
pertaining to motion picture production and
allied arts, as film, lamps, lenses, instru-
ments, projections, etc.

* * *

The members of the S. M. P. E. are the
researchers, technicians, inventors, theor-
ists, scientists of the cinema industry and
to them, together with the researchers of
the A. S. C. and our own technical mem-
bers, must be given the major credit for
the tremendous strides made by the pho-
tographic branch of motion pictures dur-
ing the last 15 years.

“There are tremendous possibilities in
the spring convention of the S. M. P. E. in
Hollywood and all concerned should begin
to plan now to take advantage of the op-
portunities offered to make it one of the
great constructive events of the year.

* * *

“But the A. S. C. is not alone in its
welcome of the S. M. P. E. to Hollywood.
The Western producers and the several
groups within the industry, and particularly
those constituting the Academy of Motion

PHOTOGRAPHY

BY

KARL STRUSS

“BEN-HUR”
“FOREVER AFTER”
“SUNRISE”

Now with D. W. Griffith Making
a Spanish Romance for
United Artists

Picture Arts and Sciences, are as enthusi-
astic at the coming of the engineers as
are the members of President Clark’s ag-
gressive organization. All will co-operate
to give the S. M. P. E. the time of their
lives and if they do not return to their
several jobs happier, more enthusiastic and
even wiser than when they arrive The
American Cinematographer will never again
lay claim to being a true prophet.”

BARNEY

McGILL

Cinematographer

“WHAT

PRICE

GLORY?*9

FOX

**Desired

Woman**

MICHAEL CURTIZ

“ College
Widow**
ARCHIE MAYO

“Good Time
Charley**

MICHAEL CURTIZ

**Across the
Atlantic**
WARNER BROS.

LEONARD SMITH

CINEMATOGRAPHER

“AT EASE” — Lloyd Hamilton. “UP IN ARMS” —
Dorothy Devore. “KILTIES” — Dorothy Devore.
“COUNTRY GIRL” — Dorothy Devore
Directed by Norman Taurog
EDUCATIONAL RELEASE

December 31, 1927

EXHIBITORS HERALD

55

Exhibitors Herald Production

Directory

A Monthly Service Devoted
to Stars, Directors, Scena-
rists and Cameramen at
Work Upon Pictures in
Current Production.

Chicago Office: 407 So. Dearborn St.

fj Hollywood Representatives:
Ray Murray,

Douglas Hodges.

(J New York Representative:
John Spargo.

Story

Director Star Scenarist

Cameraman

Brand Name

Starting

ASSOCIATED STUDIOS.

3800 Mission road. CA-2120

NO PRODUCTION THIS MONTH

CALIFORNIA STUDIO.

1420 Beachwood drive. HE-2111

“You Can't Beat the Law" Cha

s. Hunt All Star Arthur Hoerl

Hap DePew

Trent Carr

Dec. 12

CHADWICK STUDIOS.

1440 Gower street. HE-8186

NO PRODUCTION THIS MONTH

CHRISTIE STUDIO. 6101 Sunset boulevard. HE-3111

Untitled

Wm. Watson

Billy Dooley

Vera Stedman

Frank Tonklin

Philips & Jacqueinan

Paramount-Christie

Dec.

12

“Halfback Hannah"

Robt. Kerr

Ann Cornwall

Jack Duffy

Sig Herzig

Paramount-Christie

Dec.

10

Untitled

Arvid Gilstrom

Bobby Vernon
Frances Lee

Hal Wells

Peterson & Sullivan

Paramount-Christie

Dec.

13

“Tillie's Punctured
Romance"

Ed Sutherland

W. C. Fields

Chester Conklin

Monte Brice

Chas. Boyle

Wm. Wheeler

Paramount Special

Oct.

17

Louise Fazenda

COLUMBIA STUDIO. 1438 Gower street. HO-7940

“My Wife's Relations" Geo. B. Seitz
(14)

Shirley Mason Elmer Harris Ray June

Gaston Glass

Perfeet 30 Dec. 2

UNITED STUDIOS, Inc.

M. C. Levee, President

100,000 square feet of props, garnered Let us supply the props for
from the four corners of the globe. your next production.

UNITED STUDIOS, Inc.

5341 Melrose Ave., Hollywood, Calif.

56

STUDIO SECTION OF

December 31, 1927

Story

Director

Star

Scenarist

Cameraman

Brand Name

Starting

DeMILLE STUDIO.

Culver City, Calif.

EM-9141

“Skyscraper” (3-24)

Howard Higgin

Wm. Boyd

Elliott Clawson

Tay Garnett

J. Boyle

Pathe

Nov. 28

“Blonde for a Night”
(3-36)

E. M. Hopper

Marie Prevost

Rex Taylor

Dewey Wrigley

Pathe

Nov. 14

“His Country (3-25)

Wm. K. Howard

Joseph Schildkraut

Sonya Levien

Lucien Andriot

Pathe

Dec. 3

“Midnight Madness”
(3-35)

F. H. Weight

Jacqueline Logan

Robt. N. Lee

Dave Abel

Pathe

Nov. 28

EDUCATIONAL STUDIOS.

7250 Santa Monica boulevard. HO-2806

Untitled

H. L.

Muller

Charley Bowers

Staff

Jay Turner

Charlev Bowers Com.

Dec. 19

Untitled

Norman Taurog

Johnny Arthur

Staff

Len Smith

Tuxedo

Dec. 13

Untitled

Chas.

Lamont

Big Boy

Staff

Wm. Hyer

Juvenile

Dec. 14

Untitled

Stephen Roberts

Geo. Davis

Staff

Dwight Warren

Mermaid

Dec. 19

F B 0 STUDIO. 780 Gower street.

HO-7780

“The Devil's Trademark”
(404)

Leo Meehan

Belle Bennett

Wm. V. Mong

Dorothy Yost

A1 Seigler

Gold Bond

Nov. 28

“Law of Fear” (40)

Jerome Storm

“Ranger”

Ethel Hill

Robt. deGrass

W'estern

Dec. 14

“Trail of Courage” (408)

Wallace Fox

Bob Steele

Frank H. Clark

Roy Eslick

Western

Dec. IS

“Valley of Superstition”

Robt. DeLacy

Tom Tyler

Oliver Drake

Nick Musuraca

Western

Dec. 13

(409)

“Skinner’s Big Idea”

Lynn Shores

Bryant Washburn

Nat Taylor

Philip Tannura

Cold Bond

Dec. 8

(411)

“Alex the Great” (412)

Dudley Murphy

Skeets Gallagher

Dudley Murphy

Virgil Miller

Master Showman
Special

Dec. 10

FIRST NATIONAL.

Burbank, Cal.

GL 4111.

“Do It Again”

Marshall Neilan

Mary Astor

Llovd Hughes

Harvey Thew

David Kesson

Nov.

23

“The Mad Hour”

Jos. C. Boyle

Sally O'Neil

Donald Reed

Alice White

Larry Kent

Ernest Haller

Dec.

5

“Burning Daylight”

Charles Brabin

Milton Sills

Louis Stevens

Sol Polito

Dec.

14

“The Little Shepherd of
Kingdom Come”

AI Santell

Richard Barthelmess

Bess Meredyth

Arthur Edeson

Dec.

14

ELIZABETH

Day and Night

■a V HE 5606

PICKETT

H L# ALPHA

Fox Varieties

FLORAL

Originals

SHOP

“WOLF FANGS”

. “HER WILD OAT”

Colleen Moore

“FLEET WINGS”

First National

5566 Hollywood Blvd.

Los Angeles, Cal.

Now Back
with Fox
Directing
an Imperial
Comedy

Mark

Sandrich

December 31, 1927

EXHIBITORS HERALD

57

Story

Director

Star

Scenarist

Cameraman

Brand Name

Starting

FOX STUDIO.

1401 No. Western at Sunset.

HO-3000

“Lady Cristillinda” (8)

Frank Borzage

Janet Gaynor

Chas. Farrell

Marion Orth

Ernest Palmer

Sept. 25

“Love Hungry” (12)

Victor Heerman

Lois Moran

Randall H. Faye

Glen McWilliams

Dec. 12

“Girl in Every Pori” (6)

Howard Hawks

Walter Pigeon

Victor MacLaglen

Seton I. Miller

L. W. O'Connell

Nov. 5

“Hello, Siam” (11)

Gene Forde

Tom Mix

Frank Kennedy MytonDan Clark

Nov. 21

“Sleet Wind” (9)

Lambert Millyer

Dorothy Janis

Barry Norton

Elizabeth Pickett

Frank Good

Nov. 17

“Soft Living” (2)

James Tindling

Madge Bellamy

Frances Agnew

Jos. August

Nov. 11

METROPOLITAN STUDIO. 1040 Las Palmas. GR-3111

“The Yellow Cameo”

Spencer Bennett

Aileen Ray

Geo. Arthur Gray

Snyder-Redman

Pathe-serial

Dec. 8

“Speedy”

Ted Wilde

Harold Lloyd

Neal Rogers

Walter Lundin

Paramount

July 30

“Hell’s Angels”

Luther Reed

Ben Lyon

Greta Nissen

Louis Wolheim

Harry Behn

Harry Perry

Caddo Prod.

Nov. 7

“Valley Beyond the Law”

Leo Maloney

Leo Maloney

Ford I. Beebe

Ed. C. Hull

Maloney Prod.

Dec. 12

“Inside Prison Walls”

Ray Taylor

Sandow

Bennett Cohn

Cooper-Smith

F. J. McConnell

Dec. 13

METRO-GOLDWYN-MAYER. Culver City, Cal. EM-9111.

“Circus Rookies” (349)

Ed. Sedgwick

Karl Dane

George K. Arthur

^ Richard Schayer

Gerstead

Nov. 29

“Pullman Partners” (348)

Sam Wood

Norma Shearer
Ralph Forbes

H. E. Younger

William Daniels

Oct. 31

“The Smart Set” (350)

Jack Conway

W in. Haines

Byron Morgan

Ann Trice

Clyde DeVinna

Nov. 12

“The Cossacks” (343)

George Hill

John Gilbert

Renee Adoree

Frances Marion

Percy Hilburn

Oct. 25

PARAMOUNT-FAMOUS-LASKY CORPORATION.

5451 Marathon street. HO-2400

‘Red Hair” (686)

Clarence Badger

Clara Bow

Lloyd Corrigan

Ai Jilk

s

Paramount

Dec. 12

‘Feel My Pulse” (687)

Gregory LaCava

Bebe Daniels

Kenn Thompson

J. Roy

Hunt

Paramount

Nov. 25

‘Abie’s Irish Rose” (683)

Victor Fleming

Chas. Rogers

Jean Hersholt

Nancy Carroll

Jules Furthman

Harold

Rosson

Paramount

Nov. 3

‘Honky-Tonk” (672)

Victor Schertzinger

George Bancroft

Hope Loring

Victor

Milner

Paramount

Nov. 26

HAL ROACH STUDIO. Culver City, Cal. EM-1151

Untitled

James Parrott

Charley Chase

Staff

Len Powers

Hal Roach M-G-M

Comedy

Untitled

Anthony Mack

Our Gang

Staff

LIoyd-Hersher

Hal Roach M-G-M

Comedy

Untitled

Clyde Bruckman

Stan Laurel

Oliver Hardy

Staff

Geo. Stevens

Hal Roach M-G-M

Comedy

Untitled

Fred Guiol

Max Davidson

Staff

Geo. Stevens

Hal Roach M-G-M

Comedy

GEORGE ARCHAINBAUD

DIRECTOR

Recent Box Office
Successes

“THE SILENT LOVER”
“MEN OF STEEL”
“PUPPETS”

FIRST NATIONAL PICTURES

STUDIO SECTION OF

December 31, 1927

58

Story

Director Star

Scenarist

Cameraman

Brand Name

Starting

MACK SENNETT STUDIO.

1712 Glendale boulevard.

Olympia 2181

NO PRODUCTION THIS MONTH

STERN FILM CORPORATION STUDIO. 6048 Sunset boulevard. HO-0391

NO PRODUCTION THIS MONTH

TEC-ART STUDIO. 5360 Melrose ave. GR-4141

“We're All Americans”

Al Rogell

Ken Maynard

Marion Jackson

McCord

First National

Nov. 24

‘‘Bare Knees”

Erie C. Kenton

All Star

Harold Shumate

James Diamond

Gotham

Dec. 10

TIFFANY-STAHL STUDIO. 4500 Sunset boulevard.

Olympic 2131

Untitled

Christy Cabanne

All Star

Chester Lyons

Tiffany-Stalil Prod.

Dec. 16

UNITED ARTISTS STUDIO. 1041 Formosa avenue.

GR-5111

“Tempest”

Sam Taylor

John Barrymore

Fred DeGrasse

Chas. Rosher

John Barrymore

Oct. 15

Pro.l.

UNIVERSAL STUDIO

. Universal City

. HE-3131

“Hoof Beats of

Henrv MacRay

Rex

Geo. Plympton

Robinson

Thrill Series

Dec. 13

Vengeance”

“Home James” (4833)

Win. Beaudine

Laura La Plante

M. Blumenstock

J. Stumar

Jewel

Nov. 30

“Freedom of the Press”

Ceorge Melford

Louis Stone

J. Grubb Alexander

Reynolds

Jewel

Nov. 27

(4827)

Marceline Day
Malcolm McGregor

“Fallen Angels” (4737)

Ed. Laemmle

Norman Kerry
Pauline Stark

Chas. Logue

Jackson Rose

Jewel

Dec. 7

“Has Anyone Here Seen

Willy Wyler

Bessie Love

Jack Coymer

C. Stuman

Jewel

Oct. 30

Kelly?” (4810)

“The Man Who Laughs”

Paul Leni

Mary Philbin

J. Grubb Alexander

W'arrenton

Jewel

Oct. 1

(4835)

Conrad Veidt

WARNER BROTHERS STLfDIO. Sunset at Bronson.

HO-4181

“Tenderloin”

Michael Curtiz

Delores Costello
Conrad Nagel

E. T. Lowe, Jr.

Harold Mohr

Nov. 23

“Rinty of the Desert”

Boss Lederman

Rin-Tin-Tin

Caroll Nye

Harvey Gates

Frank Kesson

Nov. 28

Atidry Ferris

GARRETT FORT

WRITER

FRED THOMSON

Extends

FRED THOMtON

mrnmmm PITTIIRF^ pgppug

Coming

“THE PIONEER SCOUT’’

Directed by

Lloyd Ingraham ...... Alfred L. Werker

Story by Frank M. Clifton

“THE SUNSET LEGION’’

Directed by

Lloyd Ingraham ...... Alfred L. Werker

Story by Frank M. Clifton

PARAMOUNT PICTURES

EXHIBITORS HERALD

What The
Picture Is Doing
For Me —

Ask Any Exhibitor
About It —

Albert Rogeir s

DIRECTORIAL TRIUMPH

“THE SHEPHERD OF
THE HILLS

Scanned from the collection of
The Museum of Modern Art
Department of Film

Coordinated by the

Media History Digital Library
www.mediahistoryproject.org

Funded by a donation from
Columbia University Libraries